T C I R T S DI H T 4 AAF
N G I A P M A C E C N E R E F N O C L L FA
THE DWEEBS : CLASS OF 1990
Tiffani Johnson
Bond Buwalda
Zack Smith
DeeAnna Frazier
Rhonda Robinson Officer of Everything
Art Official Intelligence
“When you fall, I will be there to catch you.” - The Floor
“Everything will be better in the end, and if it’s not better, it’s not the end.”
“Opportunities multiply as they are seized.” -Sun Tzu
“Just remember if we get caught, you’re deaf and I don’t speak English.”
“To live a creative life, we must lose our fear of being wrong.” - Joseph Chilton Pearce
“I see ad people.”
Illustrator Geek / Art Director
Noel Fontaine
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Design Junkie
Copy Master
Social Media Psychic
Thea Michalak
Tatiana Ebanks
Sassy Creative Director
Chief of Digital Amazement
Brenden Arney
George Pachon Ambassador of Buzz
Dean of Pamphlet Distribution
Wordsmith Editor
Laura Garcia
Sydney Freeman
Laura Casajuana Costa
“Don’t worry guacamole, I am extra too.”
“All pizzas are personal pizzas if you try hard enough.”
“They’ve done studies, you know. 60% of the time, it works every time.” - Brian Fantana
“I’m in here ‘cause I can’t sing.”
“Dream bigger than the city lights down in Times Square” - P. Diddy
“A continuous learner whom loves to explore in new ways, which helps me to grow.”
“I don’t smile because I just ate.”
Digital Overlord
President of Tabeling
GOAL
n for a m p a i g Co n f e r e n c e . c g n i t e 2017 c mark s t r a t e g i k t o B a s i c s Fa l l a e t a e To cr ct Bac h Distri AAF’s 4t
bers g mem n o m a s by i s t r a t i o n h e Ca r i b b e a n g e r e c and t nferen ional co ghout Florida s s e f o r p ou rate 50 ons thr nd To gene local federati lleges a o c l a c 9 o 1 from l . of the rations 1, 2017 t r s i e g b e r m e Nov ference ent con 017. d u t s 0 r 1, 2 rate 3 To gene s by Novembe e i it univers
TIVES
OBJEC
EXECUTIVE SUMMARY This dual strategy approach began with the development of a conference logo and icon set that would be carried throughout the campaign. A customized conference website complete with agendas, venue information and registration portals served as the focal point for the deliverables. Social media and email communications were developed for each of the two audiences and executed through the 4th District, local club and UWF’S ClubAd platforms.
The client requested a 90’s theme for the campaign treatment and use of the official conference title “Back to Basics,” which was selected through informal research conducted during the District’s summer leadership conference. The fun and funky energy of the 90’s era was easily translated to the brand while the narrative content focused on a nostalgic vibe that would resonate with both professionals and students.
Despite a number of unforeseen factors that led to schedule changes, including Hurricane Irma, that affected a large portion of the areas the AAF’s 4th District members call home, the campaign was effectively executed and the conference deemed a resounding success.
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The American Advertising Federation’s 4th District (4AAF) entrusted the promotion and planning of their 2017 Fall Conference to the Integrated Communication Campaigns class at the University of West Florida (UWF). The class, comprised mainly of junior and senior advertising students, was specifically tasked with developing a brand, creating a custom website, designing engaging deliverables, and raising awareness of the event among professionals and students.
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THE LOGO The 90’s era brings back a whirlwind of memories for both students and professionals alike. This primary conference visual needed to communicate the fun, colorful spirit of the decade at a glance. After each student in the course pitched a logo option, the client selected the design reminiscent of the popular 90’s TV show, Saved by the Bell. With the bright colors and bold, bubbly font, the design proved to be both eye-catching and recognizable.
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Once the logo was finalized, the client requested an icon set in order to differentiate the various keynote speakers, workshops, and other events. After a bit of fine tuning, the icons were updated to match the aesthetic of the theme in order to transport everyone back to the days of fanny packs, Palm Pilots, and butterfly hair clips.
PROFESSIONAL DELIVERABLES WEBSITE The website was a pivotal piece of the project, that needed to be functional and engaging. Virtually all of the other pieces of created content drove potential attendees to the website. The URL was included on deliverables such as emails, posters, flyers, and social media posts.
While the first five tabs included information relevant to their labels, the DWEEBS page consisted of head shots, contact information, and titles of the student team that created the campaign. The feedback received regarding the website were positive and attendees seemed satisfied with the functionality as well as aesthetics of the site.
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Once potential registrants were directed to the website, they were greeted by the bright and funky 90’s theme that was consistent throughout the campaign. The homepage included a brief description of the conference and a countdown clock that ended on the first day of the event. The main tabs at the top of the page were labeled AGENDA, REGISTER, VENUE, DIRECTIONS, SPONSORS, and DWEEBS.
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FACEBOOK POSTS To spread awareness, the team created social media graphics with enticing copy. Three initial posts were developed and provided to the 4AAF Facebook page administrator. These posts used different headlines to communicate important dates and deadlines with a sense of fun and urgency.
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EMAIL The initial email announcement for the conference was developed and sent to the members of 19 local federations through the 4th District’s MailChimp account. The purpose of this email was to inform potential attendees of the upcoming conference, and to direct traffic to the registration page on the website. The layout of the email was consistent with the over-arching theme and used lively 90’s expressions in an attempt to build excitement around the event. The email distribution was delayed by nearly two weeks due to Hurricane Irma. As a result, conference registrations and hotel room booking deadlines were extended. Additional messages were sent by the District using the initial email as a template in order to communicate the extensions and continue promoting registrations.
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STUDENT DELIVERABLES In addition to attracting professional registrants, deliverables were also create to target students for a series of events being held simultaneously to the professional events.
FLYER The first created item was a 8.5 x 5.5 inch flyer highlighting the opportunity for students to network with industry professionals, attend keynote presentations, and have their portfolio reviewed. The flyer also displayed the student itinerary with the times of each event. At the bottom of the flyer a call-to-action “Student tickets limited. Register today!� was added to stress the importance of available student tickets. To complete the flyer, the website URL along with Facebook and Instagram icons and the 4AAF logo were added to the bottom of the flyer to drive students to gather more information about the conference. The flyers were distributed by the student team as well as contacts at FSU Panama City. While distributing the flyers, team members also gave a two minute speech developed to sell the conference and drive attention to the website for further information. The flyers were also utilized as an accessory to the hallway billboards at UWF, serving as a tangible reminder about the event and to encourage registration.
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HALLWAY BILLBOARDS Two hallway billboards were created and used in the Communications Building at UWF to draw attention to the conference. A folder was attached to these billboards that included the previously mentioned flyers. To boost the legitimacy of the keynote speakers, the billboards featured their names in addition to their titles and organizational logos. Like the handout flyer, the team also highlighted the opportunity to network and have portfolios reviewed.
Flyers were placed in an attached folder for students to grab on the go.
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FACEBOOK POSTS To reach the target audience on social media, the team created eight social media graphics with predetermined copy relevant to students. Team members and the UWF’s ClubAd chapter posted these to Facebook. With each post, team members “shared” the social media sites within their respective networks. Strategically, the team put in place a plan to have six promotion based posts and two posts serving as reminders to register. By spreading out these posts, the team was able to increase awareness about the event without selling it too hard. Information was also shared to the “UWF Students” page which has 3,125 active UWF students.
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ON-SITE DELIVERABLES NAMETAGS The student nametag was designed to resemble a Nintendo® GameBoy™ hand held device, which many of the students spent countless hours playing during their childhood. The professional nametags took on a more classic aesthetic to match the theme of the conference. It included fun hints at the 90’s including a Rubik’s Cube® and the ghost from the PAC-MAN™ game.
SIGNAGE A series of poster boards were created matching the 90’s theme of the conference. The posters showcased the speaker’s photo, topic and time they would be presenting. These posters proved to be very effective and got everyone to the correct rooms efficiently.
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EVALUATION The conference campaign goal of creating a strategic marketing campaign for the 4th District’s fall conference was achieved and the campaign objectives were accomplished as follows: 52 professional registrations were generated among the members of 19 local federations throughout Florida and the Caribbean, surpassing the objective of securing 50 registrations. 24 student registrations were generated among students from the local colleges and universities.
YOU’VE GOT MAIL!
1. How would you rate the effectiveness of the District Emails promoting the fall conference?
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In order to measure the campaign’s effectiveness beyond registration metrics, the team developed an online survey for the professional members. Of the 52 registrants, 50 professionals attended the conference and received the survey. The survey was active for 10 days and had a response rate of 66%. The respondents overwhelmingly rated the emails, Facebook posts and the conference website as Effective or Extremely Effective.
The following statements were rated based on the Likert scale: 1 = Extremely Ineffective 2 = Ineffective 3 = Neutral 4 = Effective 5 = Extremely Effective
2. How would you rate the effectiveness of the District Facebook posts promoting the fall conference?
3. How would you rate the effectiveness of the MyAdFed.com website promoting the fall conference?
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Student Registration
Student Name Tags
Student Registration
Student Panel Discussion
B. I. G. Ideas with Lo Enwonwu
Student Portfolio Review, Brenden Arney
Student Portfolio Review, Erica Dukes
Student Portfolio Review, Tiffani Johnson
Student Portfolio Review, Laura Costa
Student Pannel Discussion, Ian Dallimore
Student Portfolio Review, Erica Dukes
UWF Student, Bond Buwlda
Selfies, Dude
Student Pannel Discussion, Lisa Burwell
Student Portfolio Review, Thea Michalak
Student Portfolio Review, Noel Fontaine
Student Portfolio Review, DeAnna Fraizer
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Student Pizza Lunch
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After Hours Pajama Party
After Hours Pajama Party
4AAF District Board Meeting
Keynote Speaker, Athena DuPré
4AAF District Board Meeting
4AAF District Board Meeting
4AAF District Board Meeting
4AAF District Board Meeting
4AAF District Board Meeting
Government Relations Workshop with Mike Bates
4AAF District Board Meeting
Keynote Breakfast with Dianne Guthmuller
Keynote Speaker, Dianne Guthmuller
4AAF District Board Meeting
Keynote Lunch with Ian Dallimore
Keynote Lunch with Ian Dallimore
Club Management Workshop
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Sabrina McLaughlin & Mara Clark
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