Capstone (4)
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Transcript of Capstone (4)
Cassandra [email protected]
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
d #1
(fro
nt)
Hot
Car
d #2
(fro
nt)
Hot
Car
d (b
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