The aim is to organize a successful JCI World Congress in Brussels in 2011. To make this a reality, a lot of effective marketing communication efforts will need to take place in two phases. The BID phase supports the candidature position leading up to the election in November 2009. Once the election has taken place and the bid secured, the COC will start to market the Congress for its execution in November 2011.
JCI World Congress brand guidelines
It is important to communicate in a professional way in order to gain the maximum impact possible and ensure a positive perception. Therefore EVERY message to EVERY stakeholder needs to be compelling and consistent. The positioning of the congress and the success of the bid is entirely dependent upon this.
The brand guidelines of the bid are not limited to just the application of the congress logo, the colors, some of the communication tools, and how to use them. We must express in no uncertain terms, exactly who we are. We must create an appealing feeling that connects and involves all members and participants. We need everyone to be proud of the JCI WC 2011 brand and its message and the way we communicate it.
The brand reflects a dynamic atmosphere, based on the theme “Expand Your Boundaries”. It shows a sparkling logo that connects the Belgian and regional colors within the European Union. It also shows a unique diversity of cultures with many opportunities to expand in a personal and professional way. WC 2011 wants to go beyond normal barriers and the logo shows that little bit extra. That is the unexpected finishing touch.
This brand will help us establish a strong, recognized identity. It must lead to a respected and positive image that gains maximum impact and contributes to building a record number of participants and partners. It will be critical to implement all the tools at our disposal in both a correct and consistent manner to build our brand. We need your help to establish that.