SPD­U 2016­2017 Campaign

Kim Dang | Project Manager Maddie Graham | Strategic Analyst

Timothy Ziga | Communication Relations Manager Trevor Thompkins | Research Correspondent

Hannah Pierce | Copy Editor Cassandra Zahran | Creative Director

Table of Content

Organizational Background 3

Situational Analysis 3 Current obstacles 3

Turning Obstacles into Opportunities 3

Communication Activities Previously Done by SPD­U 4

Internal Factors 4

External Factors 4

SPD­U’s Goal for this Campaign 4

Campaign publics 5 Students 5

Primary Research Findings 5 Research Aims 5

Quantitative Research 5

Qualitative Research 7

Position Statement 8

Campaign Goals & Objective 8

Overall Strategy 8

Key Messages 9

Rebranding SPD­U 9 Slogan 9

Marketing Material 10

SPD­U Logo 10

Homage Strategic Partnership 10

Brand Ambassadors 11

Campaign Tactics 11 Social Media 11

SPD Website 12

Direct Marketing 12

Guerilla Marketing 13

Budget 15

Timetable 16

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Evaluation Plan 18

Organizational Background Since 1965, The Society of Publication Designer has been the only organization that specifically addresses both print and online visual design for editorial professionals. The SPD mission statement declares, "The Society of Publication Designers [serves] to educate and enlighten the public about the importance of magazines and online publications." This SPD mission statement is one of the most crucial facets of the organization. SPD’s niche­based organization specifically addresses, encourages and promotes editorial design, as their mission statement communicates.

Situational Analysis

The Society of Publication Designers strives for excellence in editorial design. SPD’s Executive Board represent 300 different media brands, such as InStyle, GQ, and Entertainment Weekly. Their outreach programs reach approximately 10,000 people via social media, which aids their annual design competition (ADC). However, SPD­U is now facing a variety of issues. Current Obstacles

SPD­U has low student membership and low student entries in their Student Design Competition (SDC). There are approximately 100 students members of SPD­U and fewer than 50 entries into the SDC.

SPD­U’s social media accounts have few followers. Simply posting to their Facebook or Twitter account is not an effective marketing tool. The material shared on social media is not strategic.

SPD­U is east coast and New York centric, which makes it hard to extend to members outside of the tri­state area.

Both their student and professional design competitions are solely print based; no digital work is accepted.

Turning Obstacles into Opportunities Obstacle: SPD is a small, relatively unknown organization that caters to a niche group. SPD lacks exposure among its desired audience, particularly since reaching millennials has become fragmented. Opportunity: In 2014, 93% of millennials accessed the Internet, 90% used smartphones and 53% were tablet owners . This preference for the Internet can be leveraged by one of SPD's strengths, a strong

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digital presence. Since SPD­U already has a social media presence, we can increase brand awareness through mediums that attract our key public. Obstacle: Another obstacle can be found in one of SPD­U's chief competitors, AIGA. With its thousands of members, local chapters spanning the nation and strong presence on many college campuses, AIGA inhabits a position that SPD­U aspires to be.

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1 Millennials ­ saving part of their income in selected countries | Statistic 2013. 2 Aiga.org

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Opportunity: AIGA's success in creating and maintaining a presence in a university setting can be used as an example for building a successful design­based university organization. Obstacle: SPD­U has an issue extending themselves outside of the tri­state area to appeal to other collegiate students. Opportunity: We can brand New York as a focal point of this campaign. Emphasize New York as the place to be for a young professional looking to gain access in this field. Communication Activities Previously Done by SPD Previous attempts by SPD to gain exposure with students have failed. These activities have been primarily digital. SPD utilizes a multitude of social media sites­­Facebook, Twitter, and Instagram. These sites give SPD the means to disseminate information to its publics, although it has not been fruitful. Internal Factors

SPD is a small internally compared to other publications Limited human capital Narrow budget Lack of marketing expertise within SPD, making it difficult to adequately reach key publics Niche and focused interest of the organization Members are experts in their respected fields

External Factors

SPD is located in New York City amongst 50+ magazines , making SPD an alluring location for 3

aspiring artists in the magazine industry Lack of brand awareness and recognition amongst key publics Competitors: AIGA and local design organizations Little support from influential sources, like College Board, which helps high school students enter

college. A link to College Board’s advice on graphic design majors is in footnote 4. 4

SPD­U’s Goal for this Campaign

Expand recognition and strengthen the student involvement and membership within SPD­U. Increase entries in the SDC and create a better­known presence on campuses.

Campaign Publics

Students

3 New York Media. 4 https://bigfuture.collegeboard.org/majors/arts­visual­performing­design­applied­arts­graphic­design

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The focus will be on undergraduate students in design majors and students who have an interest in a career in publication design. Research backing this key public

According to the National Center for Education Statistics, the number of 18 to 24 year olds is increasing.

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18,000 graphic designer majors in U.S. 6

Approximately 3,500 design majors graduate from a 4 year college each year. 7

The National Association of Schools of Art and Design accredits 300 postsecondary colleges, universities, and independent institutes with programs in art and design.

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Primary Research and Findings

Research Aims To implement a stronger campaign, Next Level conducted research to analyze student awareness of SPD, as well as what students seek in a professional association. Additionally, we needed to understand awareness of SPD­U and the current curriculum for design students. Knowing this information will allow us to understand our key publics better and find the best way to reach them. When it came to faculty and advisors, our campaign needed to take into account their thoughts and opinions about a design­oriented professional association.

Quantitative Research Method: Next Level created an online Qualtrics survey comprised of 30 questions to find statistical data targeting our key public ­ students. The survey consisted of questions related to:

Career planning Social media activity pertaining to seeking information Awareness of professional design groups Desire for a student/professional group pertaining to editorial design. Favorability to a number of graphics and slogans pertaining to SPD­U Demographics

The full survey is located in Appendix A. Results are shown in the tables below: Current student involvement in student/professional organizations

Yes 29%

5 Digest of Education Statistics: 2013. (2015, May). 6 Aiga.org 7 Aiga.org 8 Bls.gov

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No 71%

Perceived benefit in joining student professional organizations

Great Benefit 46%

Some Benefit 46%

No Benefit 9%

Aspects of design­oriented professional organizations

Aware of AIGA 51%

Aware of SPD 11%

Aware of CSCA 20%

Aspects of student professional organizations that appeal most to students

Opportunities for Jobs and Internships 54%

Professional Development 23%

Networking 14%

Social 9%

Factors that influenced students to join organizations that they are currently involved in

Word of Mouth 63%

Professors 46%

Advisor 23%

Social Media 20%

Posters 14%

Slogans

Number One Votes

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Where Editorial Design Careers Begin 11

Keeping it Niche 7

One Source: Infinite Resources 6

SPD­U: Design ExclUsive 4

The One Stop Shop for Publication Designers

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Logos: Mean score (average rating) is underneath each logo. Each student was asked to rank each logo on a scale from one to five.

Major Takeaways of the Survey and Application to this Campaign

A majority of students surveyed are not involved in a student professional organization indicating that there is potential for SPD­U to have a presence. Those who are not involved in an organization gives us the ability to draw them to SPD­U.

Most students see at least some benefit in joining a student professional organization. If our campaign raises student awareness of SPD­U and they see the benefits to this organization, they will be more inclined to join.

Our research shows that the slogan, “Where Editorial Design Careers Begin” has the most number one votes and, “Keeping it Niche” had the second most number one votes. These two slogans will be used for this campaign.

Qualitative Research Method: Next Level interviewed an advisor and professor in the department of design to gain a better understanding of how they felt toward SPD and SPD­U. We asked questions related to:

Awareness of SPD and SPD­U Design curriculums and the design competition Student chapter at Ohio State

A copy of the interview guide is available in Appendix B.

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Major themes revealed during our interviews:

The design department is selective. They admit around 18 students per major. There is no major available in publication design. Faculty and advisors at OSU provide almost all of the career resources, referrals and

recommendations to students. SPD­U has little to no exposure at The Ohio State University. Paul Nini, a professor from the

visual communication major, had heard of SPD and SPD­U. Gabe Tippery, an advisor from the department of design, had not heard of SPD and SPD­U.

The department of design is oversaturated with design organizations such as AIGA, Design Circle (student led design organization), and a local design organization, Columbus Society of Communicating Arts (CSCA).

AIGA is the main design professional organization affiliated with the visual communication major and is strongly supported by the faculty. Nini and Tippery said that a student chapter of SPD­U would not be successful.

Publication design is not a focus within Ohio State’s Department of Design. There is only one course on publication design that is offered to second years.

Design competitions are not attractive to many students and do not receive many submissions. Nini and Tippery do not feel that it is possible to incorporate the student design competition in the

curriculum, because students aren’t receptive to design competitions. Building off of the major themes, these are the points that are most relevant to the campaign:

AIGA is the prominent design professional organization present on Ohio State’s campus. Faculty and advisors support AIGA and are not interested in supporting SPD and SPD­U. We

had originally planned for faculty and advisors to be a key public. However, after conducting qualitative research, we felt that this public could not be used to our advantage.

Publication design is not a large focus for the department. It is unlikely that professors would promote the student design competition. Students are also not interested in participating in design competitions.

Applying major takeaways to the campaign:

Most students from the department of design are not interested in a career in editorial design. Next Level plans to expand from solely focusing on design majors to include photography majors, journalism majors, visual communication majors to engage more students interested in publication design.

The SDC is not likely to be incorporated into a professor’s curriculum. Instead, the SDC will be promoted via various social media and guerilla marketing tactics, which can be found later in our proposal.

Position Statement

The Society of Publication Designers is the premier organization among design professionals. They are an exclusive group of professionals dedicated to providing an all­encompassing experience for students seeking a career in the editorial design industry.

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Campaign Goals and Objectives Goal: Grow awareness of SPD and SPD­U among design, communication, and art students

Objective to accomplish this goal: To increase knowledge of SPD­U benefits by 20% among OSU design, communication, and art students by March 2017.

Goal: Increase student membership Objective to accomplish this goal: To increase student membership by 20% among design,

communication, and art students by March 2017.

Overall Strategy

Social media, direct marketing, and guerilla marketing are the strategies we propose for our SPD­U campaign. These strategies will help expose SPD­U to students and raise awareness of the organization. Our first strategy is to utilize social media to gain exposure to SPD­U as well as increase student membership. Having interactive social media accounts will help SPD­U engage with students, and also capitalize on potential members. Our primary research shows over 70 percent of students often use social media to interact with companies. We will also utilize direct marketing emails. These email blasts will directly target our key audience, in a low­cost, efficient way in order for SPD­U to reach out to students. The purpose of the emails is to interest students in inquiring more information about the organization. Guerrilla marketing will be our primary strategy in increasing SPD­U’s overall exposure and increasing membership. This will be done via brand ambassadors and distribution of marketing materials. Over 60 percent of participants in our research say that word­of­mouth caused them to join organizations. Talking with students is one of the main responsibilities of the brand ambassadors.

Key Messages Key Message 1: Join SPD­U to find your creative career. This will appeal to our key publics because:

In our formative research, we discovered that very few students know about SPD/SPD­U. This message is straightforward, a call­to­action, and quickly explains that SPD has opportunities

available to more creative students. Key Message 2: SPD­U members have access to superior benefits in comparison to other organizations. This will appeal to our key publics because:

Since most students we surveyed weren’t involved in a professional organization, this message explains that becoming a member of SPD­U has many benefits.

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Rebranding SPD­U

Slogans Next Level will be working to brand SPD­U to appeal to design students. We have developed two slogans to raise brand awareness of the organization. These slogans convey the unique and important characteristics of both SPD and SPD­U. The two slogans below utilize the language used by members of SPD as well as promote the main purpose for this campaign. Keep it Niche

We originally worded the slogan, “Keeping it Niche.” We decided to adjust it to “Keep it Niche” for brevity and phonetic appeal. The formative research that we conducted indicated that this slogan was voted as the second best, with seven number 1 votes. It is simple, intriguing, and thought provoking. “Keep it Niche” is the phrase to generate buzz and awareness for SPD­U for the duration of this campaign.

Where Editorial Design Careers Begin

“Where Editorial Design Careers Begin” will be used as SPD­U’s professional slogan. It was the most liked in our formative research, with 11 number one votes. This slogan is to the point and tells our key publics what they need to know in one sentence. This slogan will be used throughout the campaign and after.

Marketing Materials We will promote these two slogans through a variety of marketing materials, including hot cards, social media, brand ambassadors, and chalking. We will also partner with Homage, a popular apparel company, to expand brand awareness of SPD­U at The Ohio State University by creating t­shirts. The marketing materials will:

Convey an edgy and unique organization Appeal to students interested in photography, journalism, communication, etc.

SPD­U Logo While SPD­U’s logo was unique and interesting, formative research that Next Level conducted indicated that students were not fond of the current logo. We created three logos in order to gain an understanding of what students like most. As a result of this analysis, Next Level opted to combine the current SPD­U logo and the highest voted logo to create a new logo. Homage Strategic Partnership Next Level leveraged an existing relationship with Homage. Homage designs stylish, collegiate clothing that are not confined to the collegiate look. By partnering with Homage, SPD­U can create urban t­shirts

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that will attract students to inquire about the shirts and hence the organization. These t­shirts will have the “Keep it Niche” slogan and the SPD­U logo. Homage is viewed as a stylish and cool clothing company, and our hope is that feelings toward this brand will transfer to SPD and SPD­U.

These t­shirts will be used as free advertisement, as brand ambassadors will wear them.

These t­shirts allow for SPD to create personal ties with a well­known and much appreciated independent business in Columbus.

“Keep it Niche” campaign creates buzz and mystery about SPD as well as an interest in the organization.

Creates an image for SPD that communicates community and collaboration. The slogans will be further promoted through the use of hot cards, social media, and chalking. The specific techniques in this promotion effort will be further explained in the tactics section. Brand Ambassadors One of our tactics is to use brand ambassadors. These are students on college campuses working to promote SPD­U. They will work a minimum of five hours a week. A task they will be responsible for will be promoting the organization and passing out marketing materials (e.g., hot cards, infographic) in classes to increase awareness and promote the brand of SPD­U. In order to implement brand ambassador program, those at SPD in charge of student membership will find students to act as SPD­U brand ambassadors. Ohio State has several online career resources such as FutureLink and Buckeye Careers Network where employers post job and internship openings. Other universities have similar career and internship resources. SPD­U will use these platforms to find brand ambassadors at Ohio State and other universities.

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Our interview with professor Paul Nini and advisor Gabe Tippery revealed that most students are members of AIGA, and not many students are completely interested in editorial design. Therefore, a student chapter was deemed unlikely to be successful in the current environment. Brand ambassadors will fill a void in the campaign that is human interaction. Since, faculty and advisors proved to not be a helpful intercessory public, we need students to be proponents of SPD and SPD­U. In order to intrigue students in becoming brand ambassadors, we propose incentivizing them in several ways.

Free membership. SPD has an amazing arsenal of professionals and resources, so rather than pay brand

ambassadors, Next Level proposes that SPD provide these students with greater skills, knowledge, and networking opportunities, which would be a training different from other organizations.

Brand ambassadors will also have the opportunity to speak and network with reputable clientele, have briefings with magazines, sit in on exclusive meetings, and meet SPD’s executive board. These resources will, in the long run, be more useful than a paycheck.

Brand ambassadors will receive a $100 bonus for their exemplary work. Justification: When students see their friends involved in SPD­U, they will want to join. Students will be able to put a face to the organization and see the “cool” and “niche” factors the campaign promotes. Word of mouth marketing is twice as effective than paid ads. Brand ambassadors will be advocates for SPD­U by explaining the benefits of being a member of the organization and will influence others to join, the first of the two objectives for this campaign.

Campaign Tactics

Social Media Next Level will use Instagram, Facebook, and Twitter as ways to accomplish the first of our two objectives—increase student knowledge of SPD­U. Next Level will use social media to aesthetically appeal to students and raise interest in the organization, by posting images and work that are creative and intriguing. Below are examples of how social media can achieve this objective.

Contests There will be a theme each month with a specific hashtag, in which students will post

their work following the theme. A hashtag will be used to track students’ work. A winner will be picked at the end of the contest period and have their design posted on SPD’s Instagram account. This is an opportunity for students to showcase their work on a larger platform.

Weekly Posts SPD­U will post designs of previous submissions to the SDC/ADC for “Throwback

Thursday.” Students working on projects that they have not yet completed will post their work using

the hashtag #WipSPD (WIP: work in progress). Share the work of prominent designers, photographers and other important figures in

SPD.

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Have posts for the holidays, pop­culture events, and award season such as the MTV Video Music Awards, Grammys, etc.

Post on holidays like Thanksgiving, Christmas and New Years to connect with followers. The posts can be designs or photographs and will be artistic, creative and visually appealing.

SPD members work at popular magazine publications and photograph celebrities. SPD/SPD­U social media accounts will share any work they create during the “award season.”

Student Design Competition (SDC) Create a hashtag to raise awareness of the competition. For example, #SDCwithSPD or

#SPDStudentDesign. Promote the SPD resource book “SPD Annual”

An example of a monthly social media calendar is available in Appendix C. SPD Website Further, Next Level plans to adjust the “Students” tab on the organization’s website to make opportunities more obvious, as well as better promote the SDC. The tab is currently confusing to read and hurts the image of SPD. Solutions for the website:

Fix the hyperlinks because many lead nowhere Improve the images Minimize unnecessary text and images Have a student of the month and feature their work online. This can be tied to social media if

wanted. Produce monthly career advice that ranges from learning about editorial publication to how to be

a successful photographer/creative director Justifications: This will garner further exposure for the organization among students, which is one of the objectives of this campaign. Further, improvements on SPD’s social media accounts in both appearance and content will be more attractive to students and will result in an increase in followers. Direct Marketing Emails will be sent to students in the Department of Design (visual communication majors), Department of Art (photography and printmaking majors) and School of Communication (journalism majors). Emails will:

Bring awareness to SPD and SPD­U by using the infographic. Promote all social media accounts and the SDC. Inform them about SPD­U brand ambassadors.

Justification: Emails directly reach students and is a free marketing tool. We will have the brand ambassadors collect student emails at career/involvement fairs and in lectures.

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Guerrilla Marketing Next Level decided to use The Ohio State University as a test market. SPD­U is not currently promoted at state colleges, and we would like to see how art/design/journalism students at a large state school responds to the organization. We propose several guerilla marketing tactics, which can be found below.

Chalking is a tactic used on many university campuses to gain awareness for student organizations. Brand ambassadors or SPD­U members will write information about SPD­U all over campus with chalk in order to accomplish our second objective.

Justification: Chalking is a

simple way to gain exposure and awareness of SPD­U throughout an entire campus.

Hot cards are another tactic that will be

used to gain exposure. These hot cards will be distributed in classrooms, meetings, and career fairs by our brand ambassadors. Since they are easy and attractive material to hand out, we feel that students will respond well to them.

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The infographic will be emailed

and posted around campus (flyers) to give a better understanding of SPD’s function. It can also be used on social media if so desired.

Justification for both the hot card and infographic: The hot cards and infographic both lay out the tangible benefits of joining SPD­U, which will work to attain the first goal of increasing membership. Second, it will work to grow awareness, the second of our two objectives. See Appendix D for enlarged images of hot cards and Appendix E for an enlarged image of the infographic.

Budget

Next Level was strategic with campaign finances. The majority of the budget was used for marketing materials. We strategically partnered with Homage to keep the cost of material expenses low. We also plan to leverage free communication vehicles, such as social media and emails through generated lists, to best control costs of disseminating information. Material Expenses:

ITEM COUNT COST PER TOTALS

Hot cards/Infographic

500 $.60 $300.00

T­shirts 3 $8.00 $24.00

Chalk 1 (48 piece) $7.95

LABOR

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Brand Ambassadors 3 $100.00 $300.00

PROMOTIONAL

Social Media N/A Free Free

Email N/A Free Free

$631.95

The cost of hot cards, t­shirts, and chalk can vary depending on materials used, but these estimates are based on the average market cost including tax. The t­shirts were obtained for the cost of materials through our strategic partnership with Homage. Regarding the labor budget, the students participating as brand ambassadors will be doing so for the benefits mentioned in the Brand Ambassadors section. A financial bonus of $100 will be allocated to each brand ambassador as further incentive to meet the goals set for him or her by the campaign.

Timetable

SPD/SPD­U Campaign Timeline April 2016 ­ April 2017

Month Tasks Objectives

April ­ June 2016

Strengthen Social Media Platforms Create a consistent presence amongst all

social media platforms Enact Brand Ambassador Program

Select and train Brand Ambassador’s (BA’s)

Strengthen a solid SPD social media

platform

July ­ Aug 2016

Enact Social Media Campaign Utilize social media to engage key publics Promote leadership at SPD/SPD­U Communicate the SPD mission statement

(from SPD.Org) to followers Emphasis of artistic content: photography,

digital, print, drawing, writing, cover art etc.

Utilize social

media campaign to communicate SPD brand

aesthetics to key publics

Enact Branding Campaign (Tactics) Utilize Brand Ambassadors Utilize marketing material (t­shirts, hot

cards, infographics, chalking etc.)

Promote SPD­U with hot cards and

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Aug ­ Nov 2016

Communicate benefits of SPD/SPD­U Promote Student Design Competition online

and on campus Share SPD’s resource book “SPD Annual”

on social media Social Media Branding Specifics

Share SPD­U highlights via social media (gala, pub­crawl, SDC Awards, previous winners/members)

Engage with followers via social media contests, artist features, share student work, #WIP’s, SDC submission progress

Refer to social media calendar Build ethos within SPD

Share Exec. Board work/accomplishments

shirts. Encourage individuals to follow accounts

and seek information.

Establish SPD executives as being credible professionals by featuring their work experience via social media.

December 2016

Halfway Evaluation Review social media activity

Likes, Tweets, engagements Follow up with BA’s via self/peer evaluation Incorporate a brief survey/questionnaire and

disseminate it via email lists Student Design Competition Push

Track SDC entries Big push for all SDC applicants via social

media (see social media calendar) Emphasize prizes, perks and opportunities

Determine what posts work “best” and utilize these strengths

Strive for entries

into SDC

January 2016

Social Media Award season Post for award shows (Emmys, Grammys,

Academy Awards) SDC Deadline

Deadline for SDC (applications being processed)

Communicate with BA’s to evaluate

plausibility in starting SPD­U

campus organizations.

Feb ­ March 2017 Maintain Strong Presence Social media efforts for SPD/SPD­U remain

strong and consistent

Continue utilizing social media and

marketing materials.

April 2017

Final Evaluation Post­campaign survey

Follow­up with individuals who took initial survey

Inquire in why members joined, and

Analyze survey results and social media metrics. Organize data.

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how they heard about SPD­U Utilize Social Media analytics

What posts are most/least successful?

When was there the most engagement?

What “themes” were most popular? What did followers engage with the

most? Explore possibility of SPD­U as a campus

organization If SPD­U campus involvement is

high, begin an SPD­U campus organization

If SPD­U campus involvement is low, continue to strengthen current branding strategy

Provide a framework and timeline for SPD

and future campaigns.

Evaluation Plans

In order to see the effectiveness of this campaign, there must be an evaluation process. The halfway evaluation will show the effectiveness up to that point and will allow us to make adjustments if necessary. Overall, the evaluation plan will assess if the campaign goals and objectives have been met.

Strategy Related Objectives

Intermediary Effect Metrics Key Public Effect Metrics

Social Media Campaign

1, 2 # of times content is liked or shared on social media platforms

# of followers before/after or during campaign

Guerrilla Marketing Campaign

1, 2 Mid­point and post­campaign survey of OSU students previously surveyed to measure the attitudes toward SPD­U

# of SPD­U members before and after the campaign. Mid­point and post­campaign survey

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Appendix A Qualtrics Survey

1. Are you a student at The Ohio State University? 2. Does your career of choice involve visual design? 3. Are you involved in any student professional organizations, such as Public Relations Student

Society of America (PRSSA), the American Marketing Association (AMA), and AIGA? 4. Have you ever entered an academic student competition? For example, a competition for graphic

design or writing. 5. What sorts of activities have you done to plan for your post­collegiate career? 6. Have you ever had an internship? If yes, where? 7. Which of the following fields have you interned in? Please check all that apply 8. Does being in a student professional organization interest you? 9. Do you see the benefits in joining a student professional organization? 10. Are you interested in print based design, such as magazines and newspapers? 11. Would you consider a career in editorial (magazine) design? 12. Have you ever heard of the Society of Publication Designers (SPD)? 13. Have you ever heard of The Professional Association for Design (AIGA)? 14. Have you ever heard of the Columbus Society of Communicating Arts (CSCA)? 15. If there was a student organization on campus focused on careers in print based design, would

you join? 16. How often do you use social media to interact with organizations? 17. What social media platform do you use most often? 18. Which influenced you to join the organizations that you are involved in now? Please check all

that apply. 19. Does a summer internship in New York City appeal to you? 20. What aspects of a student organization are most important to you? 21. The following slogans will be used to market a student­based design organization. Please rank

them as they appeal to you. 22. How do you feel about this graphic on a scale of 0 to 5, with 5 being the most favorable? (4 of

these for different graphics) 23. How old are you? 24. What is your major? 25. What gender do you identify with? 26. What is your class rank?

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Appendix B Interview Guide

Which courses does it make sense to incorporate SDC into? What do faculty and advisors look for in an organization that they recommend? Are you aware of SPD/SPD­U? What is the best way to open a chapter on a college campus? Why do you think students are drawn to AIGA? Is there another way to push SPD besides a student chapter? Which professional associations do you recommend your students to join? What is the current curriculum? (What do you mean by this? Like what are the lesson plans or

what?) Where can we go to reach students interested in editorial design? What are all the possible majors/minors that should be pursued when looking for students with a

print/online publication design interest? Can SPD­U bring in a large enough group of students to survive as a student chapter? How can we convince students that a small organization can be as influential as larger one? Is there an alternative to a student chapter for creating strong student involvement on universities

that are away from NY?

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Appendix C Social Media Calendar example

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Appendix D Hot Cards Front of Hot Card I

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Front of Hot Card

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Back of Hot Card

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Appendix E Infographic

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