Cassandra ZahranZahran.7@osu.edu

The Ohio State UniversityStrategic Communications

Partner: The Society of Publication Designer (New York)

Capstone Course

First and Foremost,

My name is Cassandra Zahran.I am a graduating Senior from The Ohio State University in Strategic

Communications.

Last semester, I completed my 15-week Capstone with five graduating Seniors, and myself.

I was chosen as The Creative Director, and created the visuals for the campaign, in addition to

producing many other facets of the campaign.

Our team’s mission is to design an achievable, dynamic campaign, that represents our client.

We are Next Level Creative

Group

We partnered with an organization in New York City, called The Society of Publication Designers (SPD).

SPD promotes editorial excellence and encourages a contemporary approach to

editorial design.

Mission Statement — “The Society of Publication Designers [serves] to educate and enlighten the public about the importance of magazines and

online publications”

SPD is the only known organization that specifically addresses the visual concerns in regards to print

and online editorial professionals

Our Involvement

At the start of the semester, we sat down with Leah Bailey (SPD Treasure, Money Magazine Art Director) and Brian Anstey (SPD Advisor,

Entertainment Weekly Design Director).

We addressed the strengths and challenges within SPD-U, as well as SPD’s potential

opportunities.

Next Level Creative Group conducted a brand audit.

Brand Audit - Strengths

● SPD’s staff represent 300 different media brands, such as InStyle, GQ, and Entertainment Weekly

● SPD’s visual presence is strong and aesthetically appealing

● SPD’s outreach programs reach approximately 10,000 people via social media

● SPD appeals to young professionals seeking careers in visual design

Brand Audit - Challenges

● Low student membership within SPD-U (<100 members)

● Low SPD Student Design Competition entries

● Limited SPD exposure outside of New York

● Major competing editorial organizations (AIGA)

Brand Audit - Opportunities

● SPD’s centralized location in NYC will be an appealing factor for young professional seeking careers in editorial design

● In 2014, 93% of millennials (in the US) accessed the internet on a regular basis (Statistics, 2014). We will leverage SPD’s digital presence as key asset to the campaign

● Our campaign will capitalize on SPD’s small, “niche-like’ organization, strengthening SPD’s brand awareness

The Campaign

Our Campaign

Campaign Strategies

Social MediaGuerilla MarketingDirect Marketing

Campaign Timeline

April 2016 - April 2017

These strategies will work synergistically, supporting and strengthening one another.

Campaign Goals

Research

Before developing the campaign, Next Level conducted research, utilizing OSU students as our audience.

We surveyed 40 undergraduate students at The Ohio State University, and gathered information, including:

● Class rank● Career interests● SPD recognition● Social Media use

● Editorial Design interest● Post-grad plans● Internships/Organizations● Majors/Minors

Survey Questions:

Survey Questions:

Research

71%surveyed OSU students are not involved with a student

organization

90%surveyed

Buckeyes see the benefits in

joining a student

organization

92%of surveyed

OSU students are interested

in joining a student

organization.

11%of surveyed

students have heard

of SPD

51%of surveyed

students have heard

of AIGA

Key Publics

Next Level Creative Group identified SPD’s Key Publics

A student that enjoys the art in communicating.

Key Publics

Our Key Publics are college undergraduate students. More

specifically… the Creative Thinker.

Key Publics

An overwhelming majority of Ohio State students see the benefits in joining a student organization, yet most of these students do not

take the next step to get involved.

This is where Next Level’s campaign comesinto play.

Key Publics

Campaign Slogans

Campaign Slogans

Where Editorial Design Careers Begin

Keep it Niche.

Top-ranked slogans from surveyed students:

Campaign Slogans

“Keep It Niche” will be the leading campaign slogan

Re-Brand SPD Logo

SPD Logo

● SPD’s current logo is inconsistent and outdated● Our survey results indicated students did not prefer

current SPD Logo● Next Level’s new logo is edgy, youthful and appealing

○ Less collegiette, more youthful, creative and professional

● Evolved former SPD logo idea’s, revamped with a twist● Next Level’s logo will be used throughout the

campaign

Why re-brand the SPD logo?

SPD Logo

Current SPD-U Logo Revamped SPD-U Logo

StrategiesSocial Media / Guerilla Marketing / Direct Marketing

Phase One : Social MediaApril 2016 - 2017

● Create a unified front across all SPD Social Media platforms

● Interact with potential and existing members

● Post daily and with a purpose (use social media management — Hootsuite, etc.)

● Inform and engage with followers!● Utilize campaign hashtag (#keepitniche) and

social media calendar for cohesiveness

Phase One : Social Media

Social Media Language —

● Brief, colorful and informative posts

● Utilize hashtags (#keepitniche), links, videos, photos

● Post visuals! SPD’s brand is their aesthetic!● Display SPD member art with #wipSPD (work in

progress) and tag the member

● Highlight SPD’s professional Executive Board (art and profile)

● Promote the Student Design Competition (SDC)

Facebook / Instagram

Social Media Calendar key

GOAL : Gain followers across all Social Medias (Facebook, Twitter, Instagram, Twitter) and leverage social media as SPD’s

avenue of communication

Direct Marketing

Phase Two : Direct Marketing

This is where the “Keep It Niche” campaign gets personal

● Make direct contact with students by email○ Free and easy○ Contact departments, organizations, and majors

within the university● Email blasts contain informational content, and the

creative, SPD aesthetic● Continue to grow email list, and strengthen email outlet● Reach out to specific Key Publics

Email Blast Example

Phase Two : Direct MarketingGOAL : Utilize email as informational outlet. Continue to

inform and engage Key Publics. This is how we target our Key Publics head-on.

Guerilla Marketing

Phase Three : Guerilla MarketingCreate a physical, long-lasting impression with our

Key Publics.

—— How? ——

Gain the Key Public’s attention.

● Print marketing● Hand-outs● Hot Cards● Guest Speakers

● Informational Meetings● Student Representatives● Chalking on Campus● Infographics

For example —

● Distribute eye-catching marketing materials ● Promote the “niche-like” appeal of SPD● Communicate SPD’S exclusiveness, yet it’s accessibility ● Broadcast SPD’s main strengths

○ Networking ○ Exclusive events for members○ Job opportunities○ Professional experience○ Creative career outlet

● Make it easy for students to come across SPD

Phase Three : Guerilla Marketing

Hot Cards

● Distribute — Classrooms, Meetings, and Career Fairs● Eye-catching and edgy, with quick, brief information about

SPD● Affordable, efficient and creative marketing

○

● Physical/print marketing, representing SPD’s organization

● Encourage Key Publics to look-up social media listed

Marketing MaterialPhase Three: Guerilla Marketing

Hot

Car

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(fro

nt)

Hot

Car

d #2

(fro

nt)

Hot

Car

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ack)

Infographic

● Informational tool● Post via Social Media● Flyer college campuses● Distribute via email● Quick and easy to

understand● Natural movement of the eye● Goal — growing awareness● Communicate benefits of

joining SPD-U

T-Shirts

● Next Level leveraged an existing relationship with Homage.○ Homage is a highly reputable apparel brand,

based in Columbus, OH○ Vintage, stylish apparel that share eclectic

moments in music, politics, sports and pop culture

● Promote SPD and “Keep It Niche” slogan● Generate buzz and interest in organization● Garner maximum amount of exposure

T-Shirts

President of Homage, Jason Block

Phase Three: Guerilla Marketing

GOAL : Educate and excite Key Publics through distribution of marketing material, in order to generate buzz and hype about the

Keep It Niche campaign. Encourage questions, engage with potentials, and share SPD organizational information.

Campaign Evaluation

Campaign EvaluationThere will be a midpoint and final evaluation

● The evaluation will assess if the campaign Goals and Objectives have been met

● Conduct Social Media analysis throughout the campaign○ Likes, Tweets, engagement, “Shares,” etc.○ Compare month-to-month progression

● Evaluation will determine effectiveness of “Keep It Niche” campaign○ Encourage evolution of campaign, and strengthen weak

aspects of campaign● Halfway evaluation will allow campaign adjustments to be

made, in order to strengthen 2nd half of campaign● Mid-Campaign and Post-Campaign Survey will gage student

interest in SPD (as well as Social Media polls)

Campaign Evaluation

Why Our Campaign?

Why Our Campaign?Why Next Level Creative Group?

● The Keep it Niche Campaign represents the many strengths of SPD’s organization

● Our campaign is○ Achievable○ Interactive○ Personable○ Creative○ Measurable

● Much like SPD, Next Level places emphasis on design aesthetic, as well as content○ Our Keep It Nich Campaign embodies these

characteristics

● Next Level Members are your target audience○ We understand and value social media, and it’s effects it

can have on individuals○ We understand how to interact with students on a personal

level and make a long-term impression○ We know what students are looking for in an organization,

and how we can gain their interest○ Armed with research and personal experience, we will work

actively to produce a successful campaign● The Keep It Niche Campaign is a scalable campaign that can

be reasonably implemented for impressive results.

Why Our Campaign?

Key Take-Aways

Key Take-Aways

● Time management was vital○ We had less-than 15 weeks to create a dynamic campaign.

■ Including: conducting research (secondary and primary), budgeting, creating additional business relationships, designing visuals, obtaining feedback, creating pitch video for SPD, etc.

● Communication (between the team) was constant, and encouraged creativity and consistency within the group.

● There was no one-man job. We worked together in order to understand every facet of the campaign and SPD.

● No idea was dismissed. ○ Conversation encouraged unique components of the

campaign.

Key Take-Aways

● Creating visuals for the campaign was a new experience for me. ○ Team feedback was necessary, and I taught myself various

programs in order to create various designs.■ Such an incredible experience!

● Our team remained professional and actively involved throughout the 15 weeks. ○ The Capstone no longer felt like a “school project”

● We created business and causal relationships with the SPD team.

● Our team played on our members strengths, and crafted a campaign we were very confident in.

I thank you greatly for taking the time to review my Capstone.

Please feel free to contact me with any questions at the information listed on my resume.

Thank you very much,Cassandra Zahran