Kelly Macleod Direct Response Tutorial Work

Direct Response & Writing for Advertising

30 July 2014

TUTORIAL ACTIVITIES Cherise Hoefler & Ross Healy

Written, Created and Designed By: Kelly Macleod

Bond University Begging Letter 14 University Drive (Off Cottesloe Drive) ROBINA QLD 4226 AUSTRALIA Dear (Insert Full Name) Your footsteps at Bond University have imprinted the foundation of success and everlasting networks. You have positively impacted the grounds, staff and fellow students at Bond University, which will always hold a special place with us.

As Bond Alumni, you will forever be connected globally, but most importantly; you are and will always be an inspiration to future Bond University students in bringing ambition to life.

After a magnificent 25 years, we continue to remain the number one university throughout Australia, as we certainly have you to thank for all the remarkable success. It is now time to embark on the next chapter of Bond University and we would love for you to continually be involved in all its victory.

The world has seen an impact in technology and the creative arts, as we move forward towards a generation fuelled with creative intelligence. Students are becoming heavily engaged in an ever-evolving world around social media, art, technology and visuality within academic, business and artistic industries. We truly believe creativity lies deep within our souls and should be explored further. As children we are adapted to colour, textiles and textures; it is our duty to sustain and grow our minds around the art of this colourful world we live in. Therefore, we are excited to announce Bond University’s new Creativity Building.

We encourage you to be a part of Bond University’s creative future, you can simply donate at www.bond.edu.au or (07) 5595 4403. Additionally you can purchase a golden plaque with your name that will be placed on the Creativity Building to ensure your lasting footprint as Bond Alumni. By Giving to Bond University, you are creating and supporting the next generation of leaders. Your legacy is in the success and careers of Bond University graduates for decades to come.

Yours truly, Professor Tim Brailsford Vice- Chancellor and President, Bond University

Bond University Begging Letter

After drafting multiple versions of a begging letter from Bond University to Bond Alumni, I realised it was harder than I thought it would be. To simply ask for money, without actually writing 'please donate' is a skill on it's own in copy writing. As I enjoy creative writing, I decided it would be best to use a theory of persuasion to create a sense of appeal in donating to Bond University. Greek philosopher Aristotle divided the means of persuasion appeals into three categories; Ethos, Pathos and Logos. As a begging letter suggests to take on a more emotional appeal of persuasion, I decided to use pathos in creating a letter for Bond Alumni to donate to the new Creativity Building Fund.

As I believe creativity is extremely vital and should have more focus and investment within Bond University, I decided to take on an emotional approach by using persuasive, motivational and inspiring words to make the reader feel important, empowered and proud to be a Bond Alumni. I thought it was important to state the 25th celebration at Bond and how the reader was apart of the foundation years of such a prestigious university.

I think it is important to personalise the letter and remain professional in stating they could simply donate via phone or website. I decided to keep all dollar amounts out of the letter and opt with an alternative such as "the golden plaque'. Instead of drawing the readers attention to how much they have to 'donate', which often annoys people, I thought it would be key to driving the reader to donate by having their name on a plaque, leaving their legacy imprinted at Bond University which often has a nostalgic feel.

The Greener Grocer Feedback Coupon Original 20% OFF YOUR NEXT PURCHASE Spend over $50 and WIN $100 worth of Greener Grocer Goodies!

HELP US BETTER YOUR SHOPPING EXPERIENCE The Greener Grocer is YOUR store, how can we improve?

Head to www.facebook.com/thegreenergrocercapri and tell us how we can make The Greener Grocer better for you to get 20% off We appreciate you! Spend over $50 and you will have the chance to WIN $100 worth of Greener Grocer Goodies.

ENTER NOW! Thank you for shopping with us, we value your feedback Don't forget to 'Like' us on Facebook and Instagram to stay updated with sales and latest products.

The Greener Grocer Feedback Coupon Final 25% OFF YOUR NEXT PURCHASE 'Green is the Go' HELP US BETTER YOUR SHOPPING EXPERIENCE The Greener Grocer is YOUR store, how can we improve?

Head to www.facebook.com/thegreenergrocercapri and tell us how we can make The Greener Grocer better for you to receive 25% OFF

We aim to make The Greener Grocer one of a kind!

Spend over $50 and receive and EXTRA $10 off your next visit!

Thank you for shopping with us, we value your feedback Don't forget to 'Like' us on Facebook and Instagram to stay updated with the latest sales and products.

The Greener Grocer Feedback Coupon As technology increases rapidly, customer demands, wants and needs in turn become the main focus and drive in delivering successful direct response campaigns. As The Greener Grocer store is fairly new, it is vital that the store collects, increases and organises their database in a fully functional manner. Feedback coupons are extremely useful, however as technology and the digital era evolve and become the most effective and used medium, it is important not to fall behind the times by using old and traditional forms of advertising and collecting data. It is vital to opt for a new, online and inviting form of data collection as customers often throw away or lose paper forms of data collection or are purely not interested in filling out forms.

When planning and drafting my original coupon I took a few things into account: What would I want as a discount, prize, competition as a reward for completing a survey?

Where am I most likely to complete the survey- online or in store or other methods?

What sort of images, font and catchy copywriting would grab my attention?

After completing my original draft for The Greener Grocer feedback coupon, I realised I could change a few minor details in order to produce a successful direct response piece. I took into account 'what's in it for me' and decided to change the percentage offer from 20% to 25% as I believe it is more attention grabbing and a bigger amount will almost always grab the customer to follow through with a call-to-action. My original draft had a bit too much copy and really needed a catchy phrase under the percentage offer. I decided to use alliteration and stick to the letter G and produce 'Green is the Go'. My original image was an apple, however i thought I would change it to a shopping bag, as I felt it suited my coupon and could put the logo of the brand on the bag to make it a little more professional. As the feedback coupon is for an online survey, I put the Facebook link details along with the social media icons, this is to gain more publicity, clientele and databases over other online mediums, such as Facebook and Instagram, where the store will advertise too. In regards to typography, colour and layout, my goal was to keep it clean, green and simplified with a touch of earthy tones to stick to the 'Green is the Go' theme. In order to keep the customer engaged, I included an incentive- "Spend over $50 and receive $10 off your next visit". I felt this was a good way of looking after the customer to make them a regular customer and to visit the store again, equalling more revenue, publicity and positive word of mouth advertising from the customer.

I K E A Get your creative juices flowing in the kitchen TODAY!

Fyndig $25 Landed $8

Attest $50

Sophia $30

#SNAP&WIN on Instagram and Facebook by sharing your favourite Summer dish for your chance to win one of five $1000 gift cards.

Learn more at www.ikea.com.au/ikeakitchenstyle Competition ends 31/9/14 Terms and conditions apply, find out more online.

#SNAP&WIN $1000 giftcard up for grabs!

I K E A WIN A $1000 GIFT CARD

WIN A $1000 GIFTCARD Be the next Masterchef in the kitchen!

SNAP&SHARE your favourite IKEA kitchen pieces with #ikeakitchenstyle on Instagram and Facebook for your chance to win one of five $1000 gift cards.

Find out more details at www.ikea.com.au/ikeakitchenstyle.

Competition ends 31/10/14. See website for Terms and Conditions.

Cooking is love you can taste...

Lovin' from the oven.

IKEA Flyer When researching flyers online, I noticed many were for experiential purposes; advertising the brand, products and stores. However, on many social media platforms, competitions seemed extremely popular; in gaining publicity and social awareness.

We often see 'tag a friend', 'post a photo with you and the product, (such as Frank Body' on Instagram in particular, as well as Facebook competitions to become the face of the brand. It seems that nearly every brand or business has become heavily reliant on social media, as it is no longer a 'social' platform only, but a business platform too.

After creating my original flyer for IKEA, I was not too happy with the outcome. In saying that, I liked my colour theme and main idea, I needed to work on the copy and layout a little more. I decided to research the brand in depth and browse through multiple IKEA flyers to get a feel for the layout, imagery used, theme surrounding the brand as well as the type of competitions that could or have worked for the brand before.

As Masterchef is a popular show in Australia, I decided to advertise 'kitchens' and stick to a competition theme in winning a $1000 gift card. I incorporated social media, such as Facebook and Instagram to gain publicity and interactivity with customers and the brand. As I am advertising a kitchen, I felt it was a good idea to incorporate a competition surrounding a kitchen. 'SNAP&SHARE your favourite IKEA kitchen piece on social media to win one of five $1000 gift cards.

I opted for a new image in my final version, after researching the layout, colour and copy of IKEA flyers and catalogues. I also decided to have less copy on my final version and opt for a simply, quirky but catchy tagline to stick to the brand's theme and style. Most of IKEA's taglines are short and sweet, often funny and quirky. I decided my original version felt more like a catalogue with prices and images of products, hence why i opted with one large image of a kitchen and the only copy to be the competition. Less is definitely more and I feel IKEA definitely win in that regard.

Reverse Storyboard- Cinderella

Cinderella dreamt she married Prince Charming in a beautiful white wedding dress.

The prince was Roberto Cavalli, an italian fashion designer who designed Cinderella's wedding shoes.

The prince asked if Cinderella would be the face of his new bridal collection for his Spring/Summer range.

Reverse Storyboard- Cinderella

Cinderella woke up from her dream with her grandmother singing away.

Cinderella's two stepsisters ordered Cinderella to stop telling them her dreams and hurry back to work before she is late.

Cinderella got to work on time, but wished she had studied fashion design and married Roberto Cavalli.

Nike Fulfilment Offer Original Front

Back

Nike Fulfilment Offer Final NIKE WOMEN

Nike Fulfilment Offer Final NIKE MEN

Nike Fulfilment Offer (Buckslip) As Nike is one of my favourite and preferred sportswear brands, I particularly enjoyed creating a fulfilment offer in the shape of a buckslip. I decided it would be a great idea to incorporate the 2014 Soccer World Cup and this year's Wimbledon into my creative. My first draft portrays my main idea, traditional bright colours the brand often opts for, as well as a catchy tagline, 'Score more goals with Nike'.

After great and thorough feedback from Ross, I decided I could definitely perfect my final version and research a little more on the brand, types of font they use in their advertising, layout of a traditional buckslip and browse through other images that would suit my desired goal of the current sporting events held during the semester.

I thought I would create two forms of buckslips; two in particular for women, and then two that could be given to male customers. However, as there are multiple versions, the third version ('Score more aces with Nike' which portrays the tennis stars, it could be an option to give to both male and female.

After feedback from Ross on my first version of 25% off Nike Air Max's, I decided I would change the amount as it may be a little too much. I opted for 15% instead and changed my wording to 'your next Nike purchase'. I went with bright colours in each buckslip and bold typography as the brand often used dark tones and then bright colours in their advertisement.

For the copy on all four buckslips created, I put the terms and conditions on the front page of the buckslip so the customer can see Nike's terms straight away, to avoid any confusion. I tried to be consistent in my theme and created the 'Enter code:RiskEverything sticking to the world cup theme as well as a code: Wimbledon14 for the tennis theme. Overall, I am much happier with my final versions of Nike fulfilment offers and am happy with my improvement from my original idea to my final versions.

Gold Coast Marathon Advertising the Gold Coast Marathon 2014 Radio Advert to be featured for last minute entries 30 Seconds with sound effects

SFX: [Intro of Skyworld- Two steps from Hell- http://www.youtube.com/watch?v=Lq2ANOkfsIA] SFX: [music softens to background noise] Voice Over by elite runner from Australia: It's that time of year again, where we challenge ourselves to be better than the year before. [pause for 3 seconds] To push our limits and endurance in the greatest marathon along the Gold Coast coastline.

SFX: [sound of waves to fade in and out for 5 seconds] Voice Over: Those mornings you were up before the sun, running a kilometre more than the day before. Reaching goals you once thought you could never reach [pause for 2 seconds] telling yourself it's just one more step, one more kilometre further till you can rest.

SFX: [Running footsteps, loud breathing] Voice Over: Training, dedication, perseverance and self-motivation is the simple recipe to success, to finishing the race, to cross off your bucket list. To prove to yourself you can do it!

SFX: [music fades out slowly] Voice Over: Be phenomenal, be great, be there at the start line with all of us to conquer the Gold Coast Marathon on Saturday 6 and Sunday 7 July.

Register your spot now at goldcoastmarathon.com.au. Show yourself you can and will finish the race.

30 Second Radio Advert After listening to so many different styles of radio adverts, youtube videos for motivational words and sport stars, I realised many adverts took upon the pathos style, by Aristotle. As my father was a top athlete and completed the Gold Coast Marathon ten times, I thought I could create an inspiring, motivational and emotional connection with a top athlete and the audience. I decided to use positive, uplifting words to encourage the audience to participate in the Gold Coast Airport Marathon and to feel confident in finishing the race. I found the song 'Two Steps' by Skywall, which as a great beat and sound to it which would compliment my chosen words for the radio advert. My call to action took a motivational appeal, in 'Be phenomenal, be great, be there at the start line with all of us to conquer the Gold Coast Marathon. I included the website details so the audience is well aware where to sign up and ended it with another positive line to leave the audience inspired. 'Show yourself you can and will finish the race.' I thought i would use a well known athlete who has completed the marathon to speak to the audience so it is relatable and the audience can hear from an actual sports star. For example, Jeffrey Eggleston, top Australian runner who recently came second in the 2014 Gold Coast Marathon.

Wiggle Email Offer

Wiggle Email Offer I created my Wiggle email offer in the hopes to attract the customer in my layout, creative copy and an incentive that would persuade the customer to purchase the items left in their cart. I thought it would be best to be consistent with the brand, so I used the correct orange tone from the website in all my layout with the use of white space. I thought my copy should grab the customer, which is why I thought an incentive of a 'present' would be a nice way of rewarding the customer for purchasing within the 48 hours mentioned in the copy. The reason i mentioned '48 hours' is to allow the customer a fair amount of time from receiving the email to purchasing their forgotten items. I thought 10% off would be a fair amount as well as the towel as a present. As the customer is purchasing sportswear, I felt it best to reward the customer with a towel, an item that always comes in handy. Social media buttons are on the email, as well as the call-to-action buttons of 'SHOP NOW'. As I did my first version, I was happy with it and did not change anything, except changing typography.

THANK-YOU