Communication Brief

Twin Cities’ World Refugee Day Website

Co ntacts //
Minnea poli s Co lleg e of A rt and Des ig n Team

• Project Ma na ger // Mike Borell// mborell@mcad.edu // 952-457-2037

• Web De velo per // Alex Crittenden // acrittenden@mcad.edu // 515-707-1661
• Desig ne r // Joe Maher // illogic.joe@gmail.com // 952-486-2587
• Co p ywriter // Kacie Thompson // kthompson@mcad.edu // 763-244-0136
• Acco unt Exec uti ve//Mike Borell// mborell@mcad.edu / 952-457-2037
• Info rmati o n A rc hitect // Paige Guggemos // pguggemos@mcad.edu // 612-205-7843

• Kate Levinson // kate.levinson@gmail.com // 218-280-9565 // Primary Contact

• Alexis Walstad // alexis.walstad@lssmn.org // Site Maintainer
• Emilie Hedlund // ehedlund@mihv.org // Content Source

Project S umma ry//

As students of MCAD’s Understanding Context Course, we are redesigning a website for the
Twin Cities World Refugee Day organization. Every year on June 20,th refugees from all over
the world are recognized internationally, and the twin cities chapter holds a celebratory event
on this day. Thousands of people come to experience the music, food, and performances
from all of the different cultures that are represented. Their website must embody the World
Refugee Day celebration, as well providing those interested with information about the event
itself. Our primary goal is to make a user-friendly website for TCWRD’s audience, sponsors,
and volunteers.

Co mm unicatio n/ /
Our primary contact for the organization is Kate Levinson.

Contact Information:
kate.levinson@gmail.com / 218-280-9565

She is the marketing director for the Twin Cities World Refugee day, and she will be
communicating ideas, asking questions, and keeping us updated with anything that the
organization needs or wants. Her preferred method of communication is e-mail, however, we
do have her cell phone number if we need to contact her immediately.

Alexis Walstad will be maintaining and updating the site after we hand it over to TCWRD.
alexis.walstad@lssmn.org

Emilie Hedlund will be providing us with the site content and links to sponsors websites.
ehedlund@mihv.org
A udie nce Profi le//

-Primary Audience:
Donors and organizations funding the event

They will want to see themselves represented on the site, and also see pictures of
what takes place, lists of who is involved, and educational information about the
organization to understand what they can be a part of.

-Secondary Audience:
Event attendees

People planning to attend the event will want to be able to find out very easily where
the event is, when it is, and how much it costs. They will also want to see a schedule
of the event.

-Tertiary Audience:
Event Participants

Performers, vendors, and other event participants are going to want to see
themselves represented or mentioned on the site. Also photos of their performances

-All of the audience will care about when the event is, what happens there, and why they
should be involved/attend, so that information is the most crucial to display. It is also a place
where people who want to learn about the event can come to gain information. The main
goal is to educate the audience and show the fun, celebratory experience that WRD wants
everyone to be a part of.

Co mm unicatio n Strate g y//

Our Mai n O bjecti ves:

• Communicate when and where TCWRD will be held

• Communicate that it is a free event, and all are welcome.
• Give the site a celebratory feeling.
• Make it more user friendly, with easier navigation.

The audience will also be able to access information on:

• The background of the event

• Sponsors donating to the event
• Previous events
• Resources located at the event
• Press for the event
• Contact information for the people running the event
Perc eptio n/ T o ne/
& G ui deli nes //

We intend to target the different areas of our audience by making the most crucial information
the easiest to access. The date, time, and whereabouts of the event will be visible to easily
retrieve that information. We also need to make the site encompass the fun and multicultural
spirit of the event. So we will make it upbeat, happy, and full of pictures from past events, to
show what exactly takes place and to inspire people to get involved.

Targeted Me ss age //

Celebratory Communication for an Event of Combined Cultures

Co nte nt
& Ot he r Exi sti ng A ssets //

The only currently existing brand identity that we will be including in the site is a World
Refugee Day logo (multi-colored hands forming the shape of a house). The World Refugee
Day program already provides the majority of the content that will be on the site. Our group
will be adding a small amount of content to the site that does not exist already. We will be
posting images from previous World Refugee Day events that will be given to us by Kate
Levinson. Our main contact to World Refugee Day is Kate and she will be providing us with
any existing assets we will need to include on the site. The client will not be providing us with
any assets that will need to be returned

Co mpetiti ve A na lysis //

The Twin Cities World Refugee Day is a local non-profit organization that is non-competitive,
and is also under the United Nations Refugee Agency. As they describe themselves, “The
agency is mandated to lead and co-ordinate international action to protect refugees and
resolve refugee problems worldwide. Its primary purpose is to safeguard the rights and well
being of refugees. It strives to ensure that everyone can exercise the right to seek asylum and
find safe refuge in another State, with the option to return home voluntarily, integrate locally or
to resettle in a third country.” The World Refugee Day is commissioned by the United Nations
as a celebration and informational event of cultures combining in one place, and is supported
primarily by small donations and individual sponsors. Any analogous programs are exist to
offer aid to the same cause.

Tec hnol og y C onsi derati o ns/ /

Our goal is to find a content management system that is easy for our client to use. We want it
to be accessible to our client at the lowest cost to them. Our client needs to update quickly,
easily, and efficiently. Therefore, we hope to find a content management system that is easily
updated.
Site Mai nte na nce Co nside ratio ns//

Our client recently appointed Alexis Walstad to be updating and maintaining the site. Both
Alexis and Kate Levinson want to be trained in on how to use our content management
system. We plan to use the most efficient, quick, and user friendly content management
system to meet their needs. They need to update often and do not have much experience.
Therefore we want to provide them with the most simple and user friendly content
management system.

Sc hed ule/ /

We plan to meet on a weekly basis on Wednesday evenings. We will also be contacting our
client once a week to keep them updated and receive as feedback as much as possible.

Delive rable s & As s umpti ons/ /

-Communication brief (week of Feb. 13)

-Weekly status reports
-Wire frames (week of March 6)
-Interface design (week of March 27)
-Site template draft (week of April 24)

Assumptions:
-Client will provide timely feedback on review items.
-Client will be providing images.
-Site content will be based on existing site content, just re-organized and in some cases re-
written

//