UNIQUE OUTDOOR EXPERIENCE

Información y documentos relacionados al proyecto final descrito en la entrada anterior:

UNIQUE OUTDOOR EXPERIENCE es el "cliente" seleccionado por el grupo para el proyecto de campana publicitaria. Incluimos el logo de la compañía:

Ademas incluimos un link (enlace) a documento Dropbox http://db.tt/0aM6rfXZ que incluye ejemplos de tours que ofrece la compañía y el listado de precios sugerido. Cualquier duda o pregunta, favor de comunicase a la mayor brevedad posible.

Como indicáramos en las ultimas reuniones del curso la fecha establecida por la Universidad para la presentación del trabajo final, la entrega del proyecto de auto promoción y cualquier otro trabajo pendiente de revisión o re-evaluación es el MARTES 22 DE MAYO a la hora y en el lugar de la clase. Cada participante del curso es responsable de diseñar y presentar por lo menos un elemento publicitario para promover este servicio

FINAL PROJECT

ADVERTISING / PUBLIC INFORMATION CAMPAIGN

The purpose of an Advertising / Public Information campaign is to "position" a product (or brand), service or information in the mind of the consumer.  As an integral part of a marketing strategy, the advertising campaign seeks to create awareness about the product/service and stimulate/encourage its consumption, use and/or consideration (adoption).  Although most often associated with purchasing transactions, the concept of "selling" also applies to dissemination of information and acceptance of ideas, individuals and groups; as in the case of public service information/education efforts and of political campaigns.  In both, commercial advertising and public communication, the campaign is the result of strategic planning based on a thorough analysis of the product/service characteristics and attributes, the consumer's needs and behavior, and an understanding of the product/service's "stage" in its natural life cycle (new product, growth, maturity and decline).

A well thought out campaign must take into account the three basic strategic aspects of advertising: recall (memorable), persuasion (convincing sales argument), and likeability (attractive/appealing).  Although the creative philosophies or approaches will vary depending specific cases and particular considerations, most experts agree that in order to be effective the message has to be conveyed with vitality, and be original, and imaginative.  Still, they all agree that the message must be presented in clear, relevant, and believable terms, and that it has to be in good taste (not offensive or threatening to the prospective consumer).

Usually, campaigns are built around a particular "positioning" concept and/or message and involve the design of various individual advertising "elements" which may include but are not limited to: organization/product logo and corporate identity elements, packaging and labeling, printed/electronic media ads or publications, points of sale, as well as other promotional pieces.  All these must be well integrated and work as a unit to convey the intended message effectively and facilitate the recall.

• ADVERTISING / PUBLIC INFORMATION CAMPAIGN PROJECT

Because of the magnitude of these projects and in an effort to emulate the way in which this process is carried out in advertising agencies and graphic design studios, the class will be divided in groups or be convened as one creative group which will operate as an independent "contractor."  As a "creative unit" the group(s) will make collective decisions and assign specific tasks to individual members who will report to the group. Groups may decide and agree to meet outside of class meeting hours (all participants should be available and engaged.)

In an effort to minimize "problematic" situations with regards to individual participation and collaboration with the group, the evaluation of this project will be divided in two aspects: group effort and presentation and individual work and presentation.

1. GROUP EVALUATION (50%) - The evaluation of the group's work will be based primarily on the analysis of the product/service, the development of a positioning concept and/or message, the advertising campaign strategy and the development of "collective" materials (name, logo, slogan etc.). These aspects will be primarily evaluated in process and as reflected in the formal presentation of the campaign.  Each student will prepare and submit a group work log of the project. Presentation should be short, complete and cohesive (tight) and must involve all the members of the group and each of the campaign pieces.

2. INDIVIDUAL EVALUATION (50%) - The evaluation of individual creative "elements" which should be in adherence to the group's strategy and also reflect the considerations listed before. Each student must complete and present at least one (1) advertising/communication "element" in a comprehensive format (close to the final form) for individual evaluation.  The group as a whole is responsible for the basic (common to all) design elements/materials such as product (service) name, logo design, slogan(s) etc, and no individual participant can claim the design of these basic elements as their individual contribution. 

Group organization will be completed and product / service selection approved on or before Tuesday, May, 8th (class time).  

GROUP PRESENTATION OF THE CAMPAIGN AND COMPONENTS SHOULD BE PLANNED FOR THE DATE ASSIGNED FOR FINAL EXAM (WILL BE POSTED WHEN ANNOUNCED)

THE FINAL PORTFOLIO INCLUDING:

• SELF-PROMOTION PIECE AND SUPPORTING MATERIALS (INCLUDING: RESUME INFORMATION AND 5 PIECE PERSONAL PORTFOLIO)
• THE FINAL AD CAMPAIGN PROJECT (GROUP AND INDIVIDUAL CAMPAIGN PIECES 
• ALL OTHER WORK NOT PREVIOUSLY EVALUATED ARE ALL DUE ON THAT SAME DATE (WILL BE POSTED WHEN ANNOUNCED)

SELF-PROMOTION PROJECT

ART 425 - ADVERTISING DESIGN

SELF-PROMOTION PROJECT

In addition to a well thought out Resume (Curriculum Vitae), and a similarly well planned and impeccable Portfolio, many graphic designers and practicing artists develop Self-Promotion elements and/or "packages." The purpose of these Self-Promotion efforts is to "promote / sell" the professional services of a designer and/or artist, whether it be as an employee, as a "free lance" contractor, or if you are trying to place your art production (show, publication, etc.) A well designed Self-Promotion "package" is an integral part of a marketing strategy to "capture" the attention of prospective client(s) or employer(s) and "sell" them your services or products. If you (your services) are the product to be sold, then the Self Promotion "package" could be described as the centerpiece of your advertising campaign.

A well designed "Self-Promotion "package" makes available basic information about the designer/artist and at the same time provides an opportunity to showcase samples of your work for the prospective employer/client to review (preview). In addition, it's the ideal situation for the designer/artist to demonstrate his/her capacity to carry out a project from concept to finished product.

Because Self-Promotion "packages" are often mailed or hand delivered they should be "manageable", easy to handle, and sturdy. It should provide as much information and as many samples of your work as you consider necessary to get your "message" across. As in any good advertising element for a "new product" it should have a good balance between the aspects of Recall (Memorability), Persuasion (sales proposition), and Appeal (Likability).

You want the prospective employer/client:

• To remember you, your name and how to get in touch with you, and to have your basic information available (accessible) when and if he/she may need your services/product. Be succinct and to the point.

• To develop an appreciation and ultimately to be convinced of the quality of your work, your commitment to your profession (trade), and your sense of responsibility. Don't be shy or coy, be assertive and clear.

• To "like" and "enjoy" your Self-Promotion "package", even before it's opened. If it's not "attractive", curious, different and thus appealing, it probably won't make pass the secretary or assistant.

The following will be required for this class exercise:

For this project you are required to make a decision (real or hypothetical) regarding your professional interest(s). You can decide to present yourself (your business) as a graphic designer or any other type of designer, an artist (personal expression), an art educator, a photographer, an illustrator, an animator, a video/film director, any combination of the previous, or some other related endeavor or business. You can also decide to present yourself (your business) as an "all-around" provider of creative art work/services in all its forms; a "jack of all trades."

In addition, for this project you should also prepare an updated resume or curriculum vitae (or a dated list of accomplishments and achievements) and if available, a student portfolio 5 piece (minimum) or examples of your work.

In the development of a promotional concept and the preparation of a Self-Promotion "package" for the purpose described above, all formats will be considered in adherence with the objective and concept.

ALL FINAL WORK FOR THIS PROJECT IS DUE ON THURSDAY, APRIL 26th

Review of work in progress:

• Thursday April 12, (Concept review)
• Tuesday April 17, (Format Review)
• Thursday April 19, (Copy/visuals Review)
• Tuesday April 24 (Prototype Review).

Useful Links?

40 examples of Self Promotion elements

IdN Magazine (International Designers Network) - Self Promo Issue

Web Self Promotion example

A cute and informative animation...

PROMOTIONAL MATERIALS PROJECT - #3

PROMOTIONAL MATERIALS PROJECT - #3

USC - VISUAL ARTS PROGRAM PROMOTION

The main purpose of Promotional Materials in general is to enable, stimulate and encourage an increase in the awareness and in the position or rank (in relation to the competition) by generating interest/curiosity in the entity it is promoting. Promotional materials are part of a marketing strategy to entice, to lure prospective clients to seek more detailed information about the product, or services offered. For these reason, it is important to consider providing basic contact information and relevant data about the benefits of the product, or services.

As in any good advertising element promotional materials should have a good balance between the aspects of: Memorability (recall, recognition, identification), Persuasion (sales proposition, distinguishing/unique characteristics, relevant information, purchase intent), and Likeability (attractive, appealing) of both the product/organization/activity and the promotional materials (concept, visual.)

THE PROJECT:

To develop a promotional piece for the Visual Arts Program at Sagrado directed to prospective students (high school and transfer), their counselors and parents. The Visual Arts Program is a comprehensive program fully accredited by local (Consejo de Educación Superior) and national (Middle States Association) educational accreditation organizations and it is an offering of a well-recognized and respected post-secondary institution (Universidad del Sagrado Corazón). The Visual Arts Program offers a BA in Communication with a Visual Arts major and has a 3 tier multidisciplinary focus. Students may opt for one, or a combination of the following:

Art for Self-expression - Often referred to as the fine arts, it involves the development of basic skills in traditional art media including drawing, painting, sculpture and print as well as new art media including photography, video art and computer/digital generated art.

Art in Communications - Includes the study and practice of graphic/advertising design and the related disciplines of illustration, photography, sequential art, animation, video, web/interactive design etc. Involves the development of skills in traditional, as well as digital media.

Art Education - In collaboration with the Department of Teaching Education at Sagrado students can complete the course requirements and teacher practice for an art teaching certification (PR Dept. of Education).

For more detailed information about the Visual Arts Program see: http://catalogo.sagrado.edu/ and other promotional/information materials available at the Communication Department.

PROJECT SCHEDULE:

March 13, 15- Brainstorming - new name for Program, slogans, "tag lines", visual image(s)
March 20, 27 - Review of rough concept/layout sketches (3 or more)
March 29 - Final Version presentation (to be included in Mid-Term Portfolio)

•  NOTE: 1st PORTFOLIO REVIEW IS SCHEDULED FOR THURSDAY MARCH 29. THE PORTFOLIO SHOULD INCLUDE THE FINAL VERSIONS AND ALL SUPPORTING MATERIALS FOR THE FIRST 3 CLASS PROJECTS. DETAILS AND OTHER RELEVANT INFORMATION WILL BE DISCUSSED IN CLASS.
• NOTA: LA FECHA DE ENTREGA DEL 1er PORTAFOLIOS ES EL JUEVES 29 DE MARZO. eL PORTAFOLIOS DEBE INCLUIR LAS VERSIONES FINALES Y LOS MATERIALES DE APOYO DE LOS 3 PRIMEROS PROYECTOS DE CLASE. DETALLES Y OTRA INFORMACIÓN PERTINENTE SE DISCUTIRÁ EL CLASE.

Campaña - "Manada Medalla" 2012

Video del proceso de conceptualización, diseño  y creación de los personajes para la campaña de publicidad no tradicional (guerrilla, exterior, 3D, interactiva activa análoga),  Manada Medalla 2012 creada por la agencia puertorriqueña, SGA - Sajo, García, Alcázar en el contexto de las Fiestas de San Sebastián 2012 (SanSe 2012).

Manada Medalla 2012. Momento Premium. from Dale.Dale.Dale on Vimeo.

Para la campaña de SanSe 2012, Medalla y el grupo de creativos de SGA convocó a una serie de artistas locales/ radicados aquí en Puerto Rico para la creación de una campaña inusual.

Así surgió la Manada Medalla 2012. La creación de la misma estuvo a cargo de las mentes y manos talentosas de los grupos e individuos Hello Again, Left Hoook, Deborah Hunt, Guie Beeu Guerrero, Mary Anne Hopgood y Mariana Roca Iguina.


Una curiosidad... alimento pa' la cabeza.

PROMOTIONAL MATERIALS

ART 425 - ADVERTISING DESIGN

PROMOTION vs. ADVERTISING

From Diffen - http://www.diffen.com/difference/Advertising_vs_Promotion

Advertising  vs. Promotion

Definition: 

Advertising is a one-way communication whose purpose is to inform potential customers about products and services and how to obtain them.

A Promotion usually involves an immediate incentive for a buyer (intermediate distributor or end consumer). It can also involve disseminating information about a product, product line, brand, or company.

Purpose: Increase sales, brand building. Increase sales.

Time: Advertising is Long term while Promotions are usually short term (often time specific)

Price: Advertising tends to be more expensive while Promotions are usually not very expensive in most cases.

Suitable for: Advertising is used by medium to large companies while Promotions are better suited for small to medium companies

Sales: With Advertising there is an assumption that it will lead to sales while Promotions are often directly related to sales.

Example: Giving an advertisement in the newspaper about the major products of a company Giving free products, coupons etc.

Example: ABS company may start a promotion of giving free drinks at a mall for a day during the festive season, while the same company may advertise much before about their drink at the start of the festive season and extend it during and beyond the season. Advertising is aimed towards the long term building of the brand while Promotion is aimed at the short term tactical goal of moving ahead in sales.

Example Online Promotions:

Online promotions will include many of the promotions mix elements which we considered above. For example advertising exists online with pay per click advertising which is marketed by Google. You can sponsor are website for example. Online businesses regularly send out newsletters which are targeted using e-mail and mailing lists, which is a form of direct marketing. Indeed websites are premium vehicle in the public relations industry to communicate particular points of view to relevant publics.

The online promotions field is indeed emerging. The field will soon spread into Geo targeting of adverts to people in specific locations via smart phones. Another example would be how social media targets adverts to you whilst you socialising online. Take a look at Marketing Teacher's Blog for more up-to-date examples of the emerging online promotions space.

Promotion is generally divided in two parts:
• Above the line promotion: Promotion in the media.
• Below the line promotion: All other promotion. Much of this is intended to be subtle enough that the consumer is unaware that promotion is taking place. E.g. sponsorship, product placement, endorsements, sales promotion, merchandising, direct mail, personal selling, public relations, trade shows.

Sales - Typically promotions are directly linked with sales while advertising is an assumption that it may lead to sales. For example: Giving 20% discount on products may attract a customer and induce instant sale while giving a general brand creation advertisement in the newspaper may not induce immediate sale

Price - Promotions are directly linked to sales and hence for small companies it may be easier to use promotional methods. Advertising may be more expensive for small companies and it may not be feasible for them while in advertising it is being assumed that adverts will lead to sales.
For example: A store may give 20% discount on its products which may increase sales while the same shop may find it difficult to advertise this in various medias.

Electrolux Design Lab Logo Competition

A tod@s: Acabo de descubrir esta competencia de diseño de Logo para estudiantes. Si somete un diseño para esta competencia (antes del 9 de marzo) es aceptable para sustituir uno de los Logos del proyecto (el del jugo, preferiblemente.)

Para mas información y detalles ("design brief" y el proceso de someter un diseño para la competencia), click on the link...

Electrolux Design Lab Logo Competition

Happy designing!