ADVERTISING GROUP
Hi.
Who are we? - Sup. - We are Famous Goat Advertising Group. - We don’t particularly like goats. - We also don’t dislike goats. - We do, however, come up with wicked sweet, fully
integrated advertising campaigns. - We keep it 360. We cross platforms you’ve never thought of to create impactful, and effective advertising. - Let’s keep it movin.
Roles • Ayla Connell – Account Planner • Mary Claire Clemons – Media Planner • Devin Childs – Account Manager • Al Engelson – Creative • Connor Hudson – Social Media • Chanel Strain – Creative • Jade Winters – Research
Task Overview • Format the consumer information page in a way that
makes it more accessible, and more interesting to students and parents. • Make the Student Financial Aid website more interestin and interactive for students. • Develop an advertising campaign that positions Columbia as the best of the best for what it has to offer.
Live What You Love, Create Your Career
• Product Overview
• Why this is important? • How is this connected?
Consumer Information Page • It doesn’t stand out. There is a ton of white space, but in
all the wrong places. • It’s overwhelming. Even though the site isn’t pretty to look at, the text doesn’t flow the way it should. • Needs to be categorized to simplify what you’re searching for.
Example Tuition
Military Personnel
Text Book Cost
Code of Conduct
Website: Financial Aid Information
USER PROFILES
Primary: Lisa Age: 17 Lisa is a future socialite and young fashionista from California. She’s has accounts on all of the popular social media sites. You can always see her taking a selfie on her phone or clicking away on her iPad. Always one to stay on the latest fashion trends, she shops at stores like Forever 21, Top Shop, and H&M and is constantly reading the top fashion blogs/mags. Her favorite shows are “Project Runway” or “Americas Next Top Model”. Since a young age she knew fashion was her passion and after some time looking at schools, she chose Columbia, as the place to study up on her career.
Primary: Joe Age: 21 Joe is 21 years old and is from Skokie, aka the burbs of Chicago. He took a year off after he graduated high school to do a tour with his band from high school. His style is definitely hipster-chic, he’s the cool guy.He smokes cigs, and he rides a matte black motorcycle. He plays the guitar, and is a big fan of Led Zeppelin, Queen, and the Rolling Stones. He wants to become an artist but decided to take the business route instead. He decided to enroll at Columbia to be an AEMM major.
Secondary: Taylor Age: 23, Wrigleyville Taylor is 22 years old and she is a senior at Columbia. She is an Art + Design major. Taylor dreams of being a set designer for a popular TV show one day. Her hair is a vibrant red and so is her personality. She likes to shop at thrift stores, and alter the clothing because she does not want to look like anyone else. She has a professional demeanor during school and work but likes to let her hair down at some of the popular bars in Chicago. She reads IKEA and Vogue magazines for inspiration, and listens to Coldplay and Fall Out Boy.
Secondary: Mike Age: 25, Hyde Park Mike is a junior Radio major at Columbia. He’s not new to college, in fact he’s a transfer student from Michigan State. He was studying to be a teacher but decided to give that up in hopes of becoming a radio journalist/personality. He’s a conversationalist, and a tech savvy type of guy. He stays up to date with all the current news because he’s always on twitter. His favorite pastimes are watching TMZ and doing celebrity impersonations. Catch him on Columbia’s radio station, or at Subway getting some lunch before class.
Tertiary: Warren Age: 46 Warren has been in the family’s carpentry business for 30+ years so he knows a lot about working in a career you love. He wants his children, however, to be more successful than him. He’s an old school guy – he likes to read the newspaper each morning, and watch baseball games when he’s not too busy building things. He’s a fact based guy – he likes knowing what the benefits are when he starts gets into something. Reaching him will be about making sure there’s not a lot of clutter and fluff. Columbia’s website really has to show him, that his kids should spend their time and money going there.
Tertiary: Sue Age: 53 Sue lives on the Gold Coast of Chicago. Before she retired from working at Leo Burnett she used to make a daily commute downtown. Now her days consist of walking her dog on the lakefront, or painting. Her daughter is getting ready to head to college, wants to follow in her mom’s footsteps and she’s asking for her opinion on schools. Since that’s her only child, she wants to keep her close to home. Luckily, there’s Columbia which offers programs in marketing communications. Where better to send her daughter?
Trimester Strategy - A few reasons why we went with this strategy - Proven Success with brands using trimesters - A way to reach our target(s) at key touch points in the year - A way to spread out our advertising and keep our message fresh
First Trimester August- November
Second Trimester December- March
Third Trimester April- July
st 1
Trimester
Launch Event - We will host a buzz worthy, convocation type event.. Only
BIGGER, and not just for incoming students - Open to the public, and all about spreading Columbia’s
message of “Live what you love.. Create your career.” - Will serve as a showcase for Columbia Student Work, a
welcome to new students, and a fun night for parents, alumni, and friends
Crown Fountain - Columbia hosts the event at Crown Fountain, and the
area of Grant Park surrounding it. - We will set up a stage, and designate areas for top students to showcase work - The face images on the fountain will be replaced with selected students, and branded with Columbia’s logo
Career Vending Machine • Within the same time
period we will place a branded vending machine in Chicago • Doesn’t take money.. Or credit cards.. • The machine just requires you to tell it what you love to do
Youtube Videos • The videos that will play will be part of a Columbia
YouTube promotional series • Videos will be made by each department to promote
themselves • Videos will live on all social media accounts, our YouTube
channel, and elsewhere.. But more on that later
nd 2
Trimester
Radio • We thought we’d take two separate approaches to our
radio ads • Don’t just live on the radio. • Spotify, Pandora, and over the air.
• This ad is promoting Columbia as a place where talented,
serious people can go to learn and master their craft. • Take a listen!
Print • Since our messaging
is about creating YOUR career by living what YOU love we thought we’d make these ads kind of personal • Major Specific Ads telling you exactly how you can build your career here
What was that weird phone doing there? • That is an icon that you
can scan with your phone to gain exclusive content • Columbia would build an app that would store all of the YouTube Videos • Once the participant downloaded our app, and scans their phone, the video will play
Our app uses advanced image and pattern recognition to understand real-world objects, like your phone or tablet, and allow them to play video from the app.
rd 3
Trimester
Inspirational Radio Ad • For our second approach to radio, which will also live
across other forms of media, we’re looking to inspire our audience. • It’s not as formal, but is aiming to reach art students through Columbia students’ voices.
Social Media - Many of our activations are already sharable, and will
create a lot of content with Columbia. - We want to go a step further to connect Columbia students with each other online. - Columbia seems to have about a million different social medial accounts. - Different Majors - Your Class - Clubs - Administrative accounts - Accounts if you need to Confess Something
- Accounts if you Secretly Admire someone
Social Media • This trimester will be devoted to making sure kids have a
help line when they need any information. • Social Media Accounts will be listed on Oasis, and made known to the public. • This way, information will get to all students. EVERYONE IS ALREADY ON SOCIAL MEDIA. THIS IS HOW YOU GET THINGS DONE WHEN YOU’RE DEALING WITH STUDENTS THAT ARE ON THEIR PHONES 20 HOURS A DAY.
Why This Works? • This campaign works because it effectively spreads the
message of “Live What you Love.. Create your Career” • Our advertising crosses multiple platforms to give us a
fully integrated 360 campaign • With our ads we will create a ton of content for Columbia
that explains what we do here
Conclusion
Columbia is an incredible place. The school has talent straight up oozing from the walls. We know that. We go here. We experience it every day. The rest of the population doesn’t have that luxury. We want the rest of the world to see what we see. A united community, filled with the most creative people around. The world needs to see the kinds of things we are capable of doing here. With our campaign, we could do that.
THE END.