DERT: Promotion Campaign
Shanjida Kibria | October 5, 2017
What is DERT? DERT is a social enterprise that seeks to activate books into fundraising tools that raise money for literacy programs. DERT was founded by two brothers: an Olympia book curator, Ernesto Chavez, and a Brooklyn graphic designer, Marcos Chavez. Inspired to brand a new bookselling model by a symbol of nature (dirt) and the ethos of technical arts (design) the Chavez brothers formulated the concept of deep enhancement of reader technology known as D-E-R-T. DERT works with emerging (student) designers to repackage classic literary books into newly designed paperback books on a mission to make a social impact. The collaborative studio process has actively worked with a broad range of students from around the world, to understand and re-imagine classic works of literature.
The Goal Analyze DERT’s current social media efforts and how it applies to DERT’s mission and goals. Choose a potential target audience for DERT that could help DERT achieve its mission and goals. Present three examples of ways DERT can apply effective social media efforts towards this target audience from similar brands, companies, projects, or campaigns.
DERT’s Current Social Media Efforts
Target Audience: Millenials
Charity Water
Starbucks
River Head Books
Takeaways Charity Water • Diverse imagery • Cohesive branding • Clear message/mission Starbucks • Consistent product • Diverse settings • Colorful Riverhead Books • Creative book photography • Fun book interactions • Most similar to my intentions
Concept DERT will transition from having a knowledge + inspiration focused social media presence into presenting itself as a socially conscious brand that focuses on marketing specially designed books that raise money for literacy charity. This effort will seek to create a new awareness of DERT by reaching out to a broader audience on social media. By inspiring DERT’s social media followers to purchase these books, they will spread the brands message.
Strategy The goal to promote DERT’s products and create awareness for literacy charity will be reached by creating a series of new daily posts with compelling images that focus on the book products. New images will be created individually to showcase unique aspects of DERT’s books. Collectively, the images will work as a cohesive message that provides a strong and unified message.
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Literal
Create
Lifestyle
Interaction
Designers & Influencers
Final Layouts
Thank You!