Project Duration:
1 Month
1 Month
The Objective:
An opportunity to engage with a real client, prepare a creative brief, carefully construct an audience analysis/persona, determine a strategic messaging direction, and develop several advertisements based on the strategic direction. The criteria for the advertisements were for both print and social media, as well as the copywriting, to reflect Informative Ad., Persuasive Ad., and Narrative Ad. techniques.
An opportunity to engage with a real client, prepare a creative brief, carefully construct an audience analysis/persona, determine a strategic messaging direction, and develop several advertisements based on the strategic direction. The criteria for the advertisements were for both print and social media, as well as the copywriting, to reflect Informative Ad., Persuasive Ad., and Narrative Ad. techniques.
The Approach:
After selecting Graphic Design Club (GD Club) as the client, I interviewed the Vice President to understand the club's communications, goals, system, and identify their target audiences. The majority of the advertisement posters would likely be distributed around the Rochester Institute of Technology's campus. The GD Club also frequently used Discord, Email, and Instagram accounts to communicate club events and activities to their club members with various study backgrounds. Based on their results from a Fall 2022 survey, I gathered that their audience valued growth, connection, and career development.
After selecting Graphic Design Club (GD Club) as the client, I interviewed the Vice President to understand the club's communications, goals, system, and identify their target audiences. The majority of the advertisement posters would likely be distributed around the Rochester Institute of Technology's campus. The GD Club also frequently used Discord, Email, and Instagram accounts to communicate club events and activities to their club members with various study backgrounds. Based on their results from a Fall 2022 survey, I gathered that their audience valued growth, connection, and career development.
Creative Brief:
For the Graphic Design Club, the overall goal for these advertisements will be to increase the RIT campus community’s awareness of the club, its events, and activities, and to clearly communicate their welcoming of all majors.
The Copy
Keep the voice and tone as professional yet casual, friendly, and informative. These are students trying to help out and get to know their fellow students.
The Visuals
The imagery used should loosely follow the club’s current branding. This means keeping the advertisements primarily graphic and incorporating some photography from past events.
Sales Funnel
The overall campaign will have different advertisements to target various audiences the club would encounter.
The Unique Selling Point (USP)
Diverse Community, Workshops, Craft-Based Activities
Process Work:
spacing
The Client: GD Club
The Graphic Design Club is a club at the Rochester Institute of Technology (RIT) that strives to serve all majors and people interested in graphic design. The core values of this club are to create a welcoming community for Graphic Design majors and non-majors and to inspire an interest in graphic design and related topics in that community. These values help to guide their main goal of providing real applications of graphic design within their activities and club events. Typically, the Graphic Design Club will hold software workshops, the College of Art and Design studio workshops, craft-based activities, and portfolio/career advice. The club will also have RIT professors help to lead their workshops and portfolio-based activities.
To help provide real-world applications for their members, GD Club strives for meetings and events to be more interactive and less lecture-based. They have an understanding that students don’t always want to be overloaded with information, but also look for breaks from the demands of the classroom.
Their Audience: Club Members
Due to the club’s value of a community for all majors, the club’s member demographics are quite diverse. For example, the club member majors range from graphic design to 3D Digital Design, Biology, New Media Design, Chemical Engineering, and Game Design and Development.
Takeaways: The Feedback
"If I haven't joined the Graphic Design Club yet and was initially unsure of whether to join the club, I will definitely go to one of the club's meetings. The pop of colors and the big bold text is eye-catching and definitely will like to see what activities the club does...By including images in the design gives the viewer an idea of the activities we may offer at the event. With this design, I can see it being used for different Graphic Design Club events as promotional graphics or a recap of the event. The viewers of our social media pages will be able to see possible past pictures of the same event or a glimpse of images during the event, which will gain attention for the club as more people may be looking forward to the same event in the future."
- Jennifer Z., Vice President of the Graphic Design Club
