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TABLE OF CONTENTS
01 EXECUTIVE SUMMARY 02 PERSONAL SUMMARY 03 RESEARCH TARGET BREAKDOWN SWOT ANALYSIS KEY FINDINGS STRATEGIC RESEARCH 07 KEY CHALLENGES 09 CREATIVE BRIEF 11 TV COMMERCIAL 13 PRINT ADS 15 VIDEOS GAME DESIGN ADVERTISING FILM STUDIES 19 SOCIAL MEDIA 21 WEBSITE OVERHAUL 23 ADOPT-A-HIGH SCHOOL 25 DIRECT MAIL 27 MEDIA FLIGHT PLAN 29 THANK YOU 30 CREDITS
OBTF is excited to unveil our marketing and creative campaign proposal for Michigan State University’s Communication Arts and Sciences’ Media Sandbox. As current Communication Arts students, we were able to understand and interpret key problems on a personal level. Through primary and secondary research we were able to identify key challenges of keeping Media Sandbox in the forefront of students’ minds. By understanding our target of highly individualistic high school students, we were able to create a campaign that uses effective aesthetic, tone, and language. Due to the fact that Media Sandbox is in it’s beginning phases, creative executions need to be directed to introduce the program as the quintessential creative hub. Collaboration and integration are the heart of Media Sandbox. Thus, our campaign will reflect this spirit by using a personable approach. Our executions will resonate with students seeking opportunities in the creative realm. The “Welcome to Media Sandbox” campaign will raise awareness, educate, and inspire students to join our creative community.
A junior majoring in Creative Advertising, Vicki crossed over to the creative side when she made her first HTML website at the tender age of eight. Her favorite word is amygdala. If she could choose another profession she would pursue being a stand-up comedian.
A senior majoring in Creative Advertising, Ahreum crossed over to the creative side when she got her first sing-along karaoke. Her favorite word is zeut alors. If she could choose another profession she would pursue being a cultural anthropologist or a rapper.
ROBERT FREEMAN SMITH
A junior majoring in TISM and Creative Advertising, Rob crossed over to the creative side when he made his first feature film in 3rd grade entitled, What Lies Beneath. His favorite word is shmorgishborg. If he could choose another profession he would pursue being a professional golfer or travel photographer.
Today’s generation of youth represent a very diverse, dynamic, and independent demographic. It is important to understand the behavior, interests, and influences that encompass the high school audience.
Today’s high school students belong in the Millenial generation (born between 1980-2000). Millenials are defined by a set of values and consequential behaviors. Below is a quick breakdown of the Millenial attitude:
Social media & technology usage Competence is important Seeking collaboration in competition Value mentors
peer-oriented Realistic Individualism Higher education
Seeking out genuine
Define success as doing what you’re passionate about
Open to change
This SWOT analysis looks into the current method and strategic planning of Media Sandbox. It helps to organize the different elements into future tasks. The strengths and weaknesses focus on internal attributes of Media Sandbox, while the opportunities and threats highlight external attributes of the environment
S W O T
• Integrated program • Extensive alumni base • Big college campus, but small programs with personalized classes
• New program, not well known • Perception as a “non-art school” • Small budget with not enough advertising
• Economic changes (high costs & low job placement of art schools) • Alumni base to build reputation for department • Integrated program gives students more opportunities and skills
• Art schools have extensive portfolios, therefore look more reputable • Lack of talent among current students • East Lansing is not perceived as a creative hot spot
Through much research we were able to discover and understand the processes college-bound students take to make their decision about their prospective schools. Students want to find content that is not only relevant to their school search, but helpful tools when browsing on the academic website: a) Academic program listing b) Cost/scholarship calculators c) Calendar of important dates/deadlines d) Specific details about academic programs e) Application process summary f) Online Application forms
Additionally, prospective students craved information about student life.
Millenials define themselves more by their interests and passions than their careers or technology. The desire to connect to brands that share their passion is a key motivation to both online and offline.
1 OUT OF 4 STUDENTS reported removing a school from
05 their prospective list because of a bad experience on the school’s website.
65 92 46 52 79
65% 92% 46% 52% 79%
Students said that a good experience from a school’s website would make them more interested in a school.
Students said they would be disappointed or remove the school entirely from their list if they didn’t find the information they needed on a school’s website.
Students claim that the current economic crisis caused them to reconsider schools they would apply to or attend.
Students have viewed videos about colleges, only 10% reported having watched them on YouTube.
Students define success as doing what you are passionate about.
Noel-Levitz, NRCUA (National Resarch Center for College and University Admissons) PEW Research Center
Through interviews with current Media Sandbox students, we’ve targeted a few problem areas that need to be tackled. These key challenges will be solved with the creative brief.
Media Sandbox is a new and emerging program that is not well known, and has not been heavily advertised outside of campus.
Social Media Presence
Although it is already existing, the lack of updates on the social media platforms show a clear lack of interest. In turn, this leads to the inability to showcase a complete spectrum of various student’s work.
Prospective students have no direction on how to apply or request materials from the Media Sandbox.
Going head to head against more established universities and elite art schools, and introducing a new program to the public.
Properly targeting the ever changing demographic with the ever changing media.
Use of Technology
Figuring out which mediums have the best response rate to the high school demographic. Many new social media mediums are not utliized the right way, and thus are not used efficentely.
What we want the advertising to do Who the advertising is talking to
Grab the attention of high school students, and raise awareness of Media Sandbox as an integrated and established program High school students looking into prospective colleges and art schools
Relevant insights about audience
The target is highly individualistic, craves meaningful life experiences, values self-improvement and collaboration, and demands instant gratification when seeking information
Main problem facing Media Sandbox
Due to the program being new, many students and parents do not know or are hesistant to make a commitment
How our advertising will address the problem
Introducing the launch of Media Sandbox, and showcasing its values of collaboration and integration
Tone of advertising
Lively, colorful, and inspirational
How we want the target market to view the brand Key Message
Media Sandbox is more than just a program, but an experience Media Sandbox is an integrated and personable program you won’t be able to find anywhere else
creative brief is used to help
It provides a creative template that does not restrict, but provide materials in a creative campaign
CONSISTENT AND DIRECT
The prints and TV commercial go hand-in-hand. The TV spot focuses on collaboration and integration between members of the Media Sandbox. It showcases a filmmaker, photographer, reporter, as well as the other production crew all working together to document a student-run event. Again, emphasis on the aesthetic appeal, usage of current Media Sandbox branding, and inspiration through slice-of-life shots showcases program as an experience.
The commercial was filmed on location of the Beaumont Tower. The Tower was chosen as the location for its beautiful setting and significance to MSU culture. OBTF invited over 50 students to celebrate Holi, the Hindi festival of colors. The festival celebrates passion, togetherness, and equality. Holi was chosen as a backdrop for its symbolism and aesthetic appeal. A very talented team of students made up the production crew.
TV SPOT OUTLETS
This TV commercial can be placed online on video sites such as Youtube, Vimeo, Hulu, and on the Media Sandbox website.
TV SPOT 00:30
Countdown begins. Whisper, “5.” Music enters. Narration begins, “Capturing the moments.”
Split screens enter. Countdown continues, “4, telling the stories. 3, recording the memories. 2.”
Reporter stands in. “We’re reporting live from Michigan State University’s Beaumont Tower.” Countdown finishes, “1, This is our experience.”
Music reaches climax. Colored powder is thrown in the air. People are joyous.
Everyone is enjoying themselves. Shots of production crew capturing everyone.
Media Sandbox logo appears with facebook and twitter icons. All voices chant, “Welcome to Media Sandbox.”
The prints focus on specific Media Sandbox students engaging in MSU’s student life. This poster series depicts students working together to create a documentary about Holi. It shows the integration of their work, and focuses on each student’s skill set such as photography, filming, and journalism. Showing passion and rich life experiences were at the forefront of the concept.
COPY & IMAGE JUSTIFICATION
The bolded word captures the viewer to show the irony of the image. When fully read, the copy works in conjunction with the series of images showing the pathway to Media Sandbox. Each of the posters showcases the same style and personality according to the student’s major. The art and copy work together to create images that transcend into a bigger picture. The tagline and logo remain at the bottom left. In essence, it lets everything flow into and out of the Media Sandbox with a call-to-action.
The videos in the campaign give a very personable and candid portrayal of Media Sandbox students. It focuses on a student’s individual experience of the program, and the tools that can be used to play in the Sandbox. More specifically, focusing on the game design specialization, film studies, and advertising. We semi-parodied traditional school advertising which focused on student interviews and their student-life experience. Honest observations of everyday Sandbox culture brings the characters to life. By using this comedic tone and unexpected personalities, the viewer is able relate to the multi-dimensional characters.
GETTING DOWN & DIRTY
In order to accurately portray students in the program, OBTF conducted interviews with students in these specializations. By attending group meetings in which students worked on projects together, we were able to better understand the group dynamics and the passion that brought students to Media Sandbox. We also attended classes in which students presented their final projects. From this, we gained a better understanding of why they chose to study what they did, and what their program entailed.
GAME DESIGN 00:40
“Hey my name is Trisha, and I’m studying game design at Media Sandbox.”
“One of the first games that I ever played when I was a kid was, Pokemon: Blue Version.”
“I love being in Media Sandbox’s game design program, because I get to work with so many different types of people.”
“I can look at so many different perspectives of what a game can be. It just blows my mind.”
“Another reason to join the game design program? The dudes. Dudes.”
(Animation of logo sequences, and media sandbox jingle plays).
“Hi, my name is Abby. I’m in Media Sandbox, and I’m studying creative advertising.
“I’m currently working on a class project right now for Faygo.”
“We have a particularly specific target for this ad. We’re doing a Faygo ad featuring Juggalos.
“There we go, work it. Make it a little more couture. Where’s the Faygo? I can’t see the Faygo. Where’s my Faygo? Couture, give me a little more couture.”
“I’m so gonna win an ADDY.”
(Animation of logo sequences, and media sandbox jingle plays).
FILM STUDIES 00:40
“Just one more. Can you just stop what you’re doing? One more. That was exactly how I wanted it, but let’s just do one more!”
“Hi, I’m Rob, and I’m a junior majoring in Media Arts and Information.”
“I need emotion! Scream!” “AHHHH!”
“Yeah, I’ve always loved filmmaking; it’s always what I’ve been passionate about.”
“We can fix that in post, right?”
(Animation of logo sequences, and media sandbox jingle plays).
We want to build an online creative community for both current and prospective Sandbox students. Consistency is the main ingredient to a successful social media plan. A strong social media plan is ineffective without regular updates on platforms like Facebook or Twitter. To ensure that our social media presence stays strong, OBTF recommends a student intern in charge of gathering, and regularly posting student work to showcase talent within Media Sandbox. This will vastly improve the quality of student work by providing a community of like-minded students.
We’ll start a conversation on Twitter by inviting students to enter their work in our weekly competitions. Each mini-competition will include themes that must be incorporated somehow in their work. Faculty can be encouraged to occasionally give out extracredit for Media Sandbox students who participate. #DesignMonday #VideoTuesday #FriFoto #SundayRead The most creative submissions will be retweeted on the Media Sandbox’s Twitter. Occasional prizes such as a Free Beverage at Sparty’s can be given out as an incentive for students to enter.
The Facebook should reflect the current work done in classes. Think of the Media Sandbox as a person, and that its Facebook keeps up with its activities. Most creative classes hold weekly assignments. Classes should vote on the best work to showcase on the Facebook. This ensures that the best student work will be shown to a larger audience, and that the Facebook will stay up-to-date with current student projects. This will simultaneously increase student competition, and broaden the school’s portfolio. Once again, a dedicated person (such as a hire-in or a student intern) is mandatory for this strategy to be effective.
Media Sandbox should create categorized boards as an inspirational reference. For instance, boards can be categorized into: typography, color palletes, patterns, photography, layout, Adobe tutorials. Recommended Adobe tutorials can include: airbrushing, using masks in AfterEffects, applying filters, typography lessons, and so on. Student work, especially photography should also be showcased within the boards. To say Pinterest is growing rapidly is an understatement, as it has already become the third most visted social media site.
Keep your eyes open for the release of the first and only simplified social marketing platform and workflow created by Adobe. The program helps to better gauge how social media works. It helps to plan, manage, measure, optimize strategies and investments in social media. It also helps to build the social applications as well. Check out www.adobe.com for more information.
According to our research, the website is the primary place for students to obtain information about a school. 1 in 4 students will remove a school from their list if they have a bad experience with the website. If we want students to come to MSU specifically for Media Sandbox, we should make information more easily obtainable. To make the website more accessible to prospective students, there should be a tab and section dedicated to how and when to apply. In that section should be a way to request printed information to be sent via mail. The good thing is that Media Sandbox website is fluid and is viewed well through many internet servers, and smart phones. However, there needs to be a bigger emphasis on student work. Professors should choose the best content, confer with the student about featuring their work, and add it online. This should also be promoted through all social media outlets. There are many works that are not made available online. It should be made sure that all majors works get featured.
The social media aspects of the website need to emphasized a bit more. There are tiny icons at the bottom of the page, and sometimes there are long scrolls, making the bottom page seem too far to matter. The icons should be a bit bigger, and be placed more visibly and accessibly on the website.
L O O H C S N H A L IG P H T A H T IG L P F O D IA A D E M
Our “Adopt a High School” program will actively target prospective students who are interested in a career in media arts. By visiting high schools, students will see that the Media Sandbox is investing time and showing interest in their lives and passions. By instilling this personal connection between the student and the Media Sandbox, we are positioning the program at the forefront of their minds. in groups of three, current Sandbox students will visit a variety of high schools to represent the program. They will be visiting various clubs and classes concentrated on Media Arts. Some examples of appropriate groups would be: the school video news team, the Yearbook club, high school film festivals, and etc. In the beginning phases, the program will be limited to in-state students. Eventually the program can be extended to other states and regions to attract out-of-state students.
ADOPT-A-HIGH SCHOOL LESSON PLAN
1. Informative Introduction a. Explain where we’re from and why we’re here. • Michigan State University • College of Communication Arts and Sciences • Media Sandbox 2. Give a brief run-down about majors offered: Media Arts & Information Advertising Game Design Journalism 3. Give information to the students (flyers) regarding Media Sandbox and majors offered/application information, important dates, open houses, etc.
Some examples include: high school students collaborate on producing a reimagination of famous Hollywood scenes. The footage will be edited by the visiting Sandbox mentors and posted on the Media Sandbox Facebook. This will attract these highs chool students to connect with Media Sandbox via Facebook. Other ideas include: news teams, photography challenges, and so on.
1. Explain the purpose and benefits of integration, collaboration, and hands on learning. Stress that this is exactly what the Media Sandbox stands for. 2. Thank and encourage students to check out Michigan State University’s Media Sandbox. 3. Provide additional information: a. Flyers b. Link to website c. Link to all social media outlets 4. Encourage them to get out their phones to follow us on Twitter, like us on Facebook, and find us on Pinterest.
The last piece to our campaign is the direct mail which includes an informational packet, USB drive, t-shirt, and Sandbox stickers. This “sandbox” will be key to send out to students who are already admitted and planning to come to the Media Sandbox program. In order to create a direct mail package, we teamed up with the MSU Packaging department, and created the prototype shown below to fit all the goodies inside. The box is made from corrugated cardboard and is durable, inexpensive, recycleable, clean and efficient to produce.
DIRECT MAIL PACKAGE
MAJORS & SPECIALIZATIONS
real world media Student teams create entertainment, solutions related to . and marketing/persuasion information, issues, in JRN, TISM, and ADV, Team taught courses teamwork, innovation, with an emphasis on tal collaboration. Smaller and cross departmen , utilize less equipment classes, tal departmen level. but are at the highest
ADVERTISING JOURNALISM TELECOMMUNICATION
and apply for Apply for financial aid .gov) by 3/18/2013 to FAFSA(www.fafsa.ed ps, loans, workreceive grants, scholarshi aid you may need. study, and the necessary be viewed on StuInfo/eYour aid status can Media Sandbox is the Michigan State ID and password. net University destination Finaid with your MSU
Where do I go from here?
What is Media Sandbox?
advisor with any Get in touch with an your schedule or questions regarding ts. Visit the CAS academic requiremen website. academic Student Affairs
1. Computer requirement Apple Mac laptop (Mac OS X 10.6 or newer) OR Windows laptop (Windows 7 or newer) Creative Software tly CS5.5) a. Adobe Creative Suite(curren s, and spreadsheet b. Word processing, presentation software editing software c. Entry-level video 2. Student Groups in film, television, Whether your interested news, advertising documentary, game, have a club for it, visit design and more we su.edu for more www.mediasandbox.cas.m information. 3. AOP date, you check out Make sure for your AOP and everything it has the CommArts building, to offer.
opportunity to We offer students the an interest area. specialize in and explore . Open to students Admission by application Students admitted as across departments. of team over a two cohort, develop a sense year period.
DESIGN GAME FICTION FILM DOCUMENTARY
students who want Arts and to study the ation latest tools, work with the best The College of Communic faculty, and funds prepare for thep scholarshi media world of the future. Sciences administers the generosity of alumni In our Integrated Media established through Arts Curriculum, recognizes several you can study ﬁlm, television, and friends. The College demonstratedgraphic who have design, web design, game design, students each year visual or on the storytelling, classroom journalism, advertising, 3D superior work in the ation and animation, of Communic information graphics, College addition, In job. documentary—and to nobody things are eligible has thought of yet. Arts & Sciences students other ps administered by apply for scholarshi deadlines vary. and You’ll get hands-on classes in organizations. Eligibility and expand your are by major. available with students ps creativity and faculty Various scholarshi outside your area. n visit www.cas.msu.edu For more informatio uate Students Affairs or call the Undergrad office at 517-355-1794 freshman year, and explore your
for talented and
T-SHIRT, USB, & LAPTOP DECALS
N A L N P A T L H P IG T L H F IG L IA F D E IA M D E M
The goal is to reach as many prospective college students in The prints focus on as specific Media Sandbox students engaging this campaign possible. Many high school students research in MSU’s student life. This poster series depicts students working and apply to colleges during early fall and early winter. Thus, together to create a “documentary.” It shows the integration of their introducing students to a program they may not be aware of. work, and focuses on each student’s skill set such as photography, filming, and journalism. Many make their decision by early winter to early spring. The timeline focuses on hitting home much of our material in this window period to get the student yearning to come to the Sandbox. Social media and videos are year round because they are online, and on the Media Sandbox website. We want to make sure these outlets are always available to prospective students. The flight plan follows mostly that of the academic school year for most high schools. Timing is a crucial aspect to each of the elements in the campaign. Each piece builds upon another, and further solidifies the message to the audience.
Social Media Year Round Direct Mail OCT - MAY TV AUG - FEB Adopt-a-High school SEPT - MAY Videos Year Round Prints SEPT - JUN
SOCI AL M EDI A DI
AIL TM REC
VIDEOS S INT
Our campaign has addressed the challenges that were revealed through extensive primary and secondary research. By understanding the target and Media Sandbox, we were able to determine the most effective way to reach and resonate with high school students. This campaign not only combines hard work, but the “personalness” of the program that we are a part of. To watch the fruits of our labors grow is really a beautiful thing. Ironically, by trying to determine the best way to promote the Media Sandbox experience-- we actually lived it. Our campaign was filled with passion, hard work, and most of all: fun. We are happy to have been given this wonderful opportunity. We hope you enjoyed our campaign as much as we enjoyed creating it.
Sincerely, obtf (One Branch Too Far)
Thank you to Michigan State University’s College of Communication Arts & Sciences, and Media Sandbox faculty and mentors for giving us the opportunity and time to make this all possible. Special thanks to our mentors and advisor Clark Bunting, Darcy Greene, and Cheryl Pell. Thank you to The Hatch for letting us have a place to incubate our creative egg, and Stas Todromovich and the lovely Protocolla crew for always wanting to help. Rick Meurs, Brian Winn, and the game design students who were so patient to give us more knowledge in game design. Many thanks to Cory Wilson for his perfectionist mentality in executing our packaging. It would have not been possible without our actors/actresses Hillary Gawlik, Thomas Xu, Mike Wong, Brent D. Hale, Clearie McCarthy, Orion, Sigma Pi, Team Tyrant and Circuit Breaker. Our production crew: Mike Smiy - filmer/cameraman Steve Booth - filmer/cameraman Steve VanMaele - filmer/cameraman Thomas Xu - photographer Mike Wong - photographer Brent D. Hale - music engineer and producer And all of our friends and family for their support!
one branch too far productions
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