1 minute read
Creative Brief
from IFP
KEY FACT
UGA IFP is the most extensive study summer program available for UGA students, offering 14-15 credit hours in only eight weeks while traveling the American West.
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PROBLEM
Since 2006, participation in the program has steadily declined. From when the program began in 1988 through the early 2000s, an average of 20 students have participated each year, with a peak of 24 students. In recent years, with the introduction of popular study abroad programs and a weak online presence, participation has been as low as eight students last year.
OBJECTIVES
- To obtain a waiting list of at least six students after the initial application process by March 4, 2016. - To increase the number of Instagram followers to 100 by
March 4, 2016.
TARGET AUDIENCE
Students at UGA, specifically underclassmen (freshmen and sophomores), but not limited to them. The program welcomes incoming freshmen, outgoing seniors, students of all majors, and even students from other universities.
M E D I A A N D COMMUNICATION VEHICLES
- Social media - Instagram - Facebook - Website - Bus posters - Tabling - Tate poster wall - Guerilla marketing
PROMISE
Everything the light touches is your classroom.
SUPPORT
- The IFP offers 14-15 credit hours in eight weeks: one full semester of credit, and stops at over 20 national parks and sites. - The trip also has 8 unstructured days in major cities and combines elements of road trips, camping, and hiking to create an unforgettable summer adventure. - Students learn about each location they visit during the trip with interactive projects.
TONE & MANNER
The language of advertising and marketing materials for the IFP should be lively, fun, and bold. One of IFP’s strongest suits is its propensity to word-of-mouth advertising; promotional materials should reflect that it will often be seen in the context of friendly communication among peers. We’re not speaking to a target audience; we’re talking to friends.
MANDATORIES
- Logo - Website - Social media links/icons - Application due dates
INSIGHTS
“I’m a first year student at UGA. I love the outdoors and learning about nature, but I don’t have much experience with hiking and camping. I’ve only completed a few of my core classes, and I have nothing to do this summer.”
