2020 Make it real.
Every year the marketing team launches a paid advertising campaign that runs from August to March. It targets prospective students and their parents via display, social, video, print, and out-of-home. Each campaign is prepared with data compiled from the previous campaign and insights from current students, faculty, and staff.
Task
After connecting with a marketing strategist and receiving a communication plan, I worked up an initial draft of a messaging matrix based on the plan’s core items. This matrix draft was passed to a senior copywriter for a full work-up as I transitioned to a sprint of creative concepting. we had a wealth of visuals from the sessions on the first day of 2019 classes, an event called “candid campus.” I then developed a saturated color palette that would complement VCU’s brand colors and draw more attention within our heavy rotation of display ads. This palette of pop, models with striking personalities, and campus backgrounds made the components that would illustrate the chosen theme of “Meet this moment.”
