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!