Designing a suite of corporate gifts as a tool of corporate culture for the exam preparation school “Planck's Constant”
Corporate souvenirs and gifts are designed to support and develop the company's image -various media expand the graphic components of a brand and work to increase customer loyalty. But certain types of business do not have a large budget, or do not become large companies, and therefore do not need large quantities of gifts, which therefore increases the cost of this marketing method. One of these types is institutions of additional education. Art houses, studios and workshops, tutoring schools, and exam preparation schools - most often such firms remain small businesses and do not have large sums for advertising campaigns. As an example, the “Planck's Constant” exam preparation school, which will be discussed in this study, although it is a rather successful project, is currently one small branch. In addition to the limited budget, “Planck's Constant”, like other similar businesses, has another feature - the age of the target group. They are often teenaged and older adolescents. Children aged 14-18 are already well aware of the value of objects and at the same time do not need classic business souvenirs, which are often offered as corporate gifts. At the moment, in the field of corporate gifts, solutions that would combine budget and relevance to the teen target audience are quite rare. Creating a range of budget corporate gifts that will meet the needs of a young target audience is an urgent goal. In this educational institution there is already a well-established pool of age groups, namely, groups of middle (14-16) and, mainly, senior (16-18) adolescents. The features of this particular target audience were studied and used in the design process. To successfully achieve the goal, the following methods were used: theoretical study of psychoage characteristics and the establishment of criteria for selecting gifts for this group of consumers; a briefing with the school founder in order to concretize the specifics of the educational institution; and a social survey of the target audience and highlighting its preferences, both aesthetic and material. In this search design, it was possible to successfully study the features of the teenaged target o image of “Planck's Constant” school and define its characteristic features. Based on this data, we designed and implemented corporate gifts for this brand. The following objects were created: a set of New Year's decorations (5 types of paper toys and 5 types of flags), a set of checklists (4 pcs.), a set of patches (4 pcs.), a graphic for socks (4 pcs.), a set of cards for a game of Mafia (7 types of cards, “shirt”, and packaging), and a sticker pack (26 stickers). When the souvenirs were created, the budgetary costs and the preferences of students in the physics and mathematics spheres were also taken into account.