To: Melanie Lee Lockhart

From: Samantha Stevenson

Promotions Team Manager
MEMO
204.804.2995/samantha.88@hotmail.ca

Date: 10 February 2020

Re: Promotions Team Contribution to Creative Communications Info Night

The promotions team created and distributed various print and online materials to attract
prospective students to the Creative Communications Info Night, which 146 people attended, a
50% increase from last year’s attendance.

We researched key audiences we thought would make ideal prospective CreComm students:
University of Winnipeg students in rhetoric and arts-related programs and high school students
We determined reaching UWinnipeg students in related programs would have the opportunity to
take the joint program or supplement their degree with a CreComm diploma. We also realized
high school students aren’t always aware of creative industry jobs, giving us the opportunity to
raise awareness among this group.

We outlined each of these audiences’ pain points and identified solutions to use in our
messaging. Students are quite busy, especially in January with exams. They also want to know
their education can get them a career after graduation. These are some of the point we made sure
to highlight in our messages to peak their interest and persuade them to come to Info Night.

We designed and distributed materials to promote Info Night, including:

• Printed posters and flyers
• Online graphics, such as grad quotes, an Instagram story, and Instagram questionnaire
• A Facebook event page
• A BuzzFeed quiz (unfortunately removed by BuzzFeed after four hours)

Our posters and flyers went up in high schools, areas surrounding Red River College’s Exchange
District Campus, community centres, and libraries in Winnipeg. Flyers also went to the
community centres and libraries, and some were left in small businesses around the campus.

We shared the social media graphics in our Facebook groups with first- and second-year
CreComm students. I asked students to tell me when they shared any graphics, where, and which
ones they shared. I found the Instagram graphics were shared the most frequently — by over 20
students — while the other graphics were shared less often.

We called high schools asking if they would put up posters and have advisors talk to students
about the event. We also asked University professors to tell their students about Info Night, and
shared the info with acting groups in Winnipeg.
Our biggest challenge was getting materials approved before distribution. This involved many
emails regarding changes to the design and copy, and concerns about designs being perceived as
official college marketing materials. Not factoring time for this many changes put us behind
projected printing and distribution dates. Finding time in our busy schedules to put up posters
also made distribution a challenge, but others students offered their time to help. We were still
able to reach some of our primary locations, like various high schools and libraries.

Thanks to a generous contribution from RRC’s marketing team, we put $500 into promoting the
Facebook event and Instagram story, allocating $400 and $100 to each, respectively. Printing
was covered by Melanie Lee Lockhart’s printing budget. We didn’t use any money from the
overall event budget. Please see the attached document for a complete budget breakdown.

Of the 146 people at Info Night, 66 completed exit surveys. Of these, 15 found out about the
event from a grad or current student, 11 through social media, 10 through a school advisor, 13
from Red River College, and 15 by other means (two did not answer).

Our Facebook event and Instagram boosts reached 16,572 people and 13,380 people,
respectively. The Facebook event got 56 responses from the boost, and 57 people swiped up on
the Instagram story, leading them to the CreComm website.

Our future recommendations include:

• Designing materials before winter term and contacting RRC for approval as soon as
possible to ensure any changes can be made quickly and materials can go out on time
• Create any materials using the College logo early, leaving enough time to get official
approvals from the marketing department
• Creating fewer, more tailored materials, over more, general materials. The promotional
period is short; spend time creating fewer designs with tailored messages for each
audience, not multiple designs with one general message to reach everyone
• Splitting into two teams: one to design all materials, and one to work on logistics, like
communication and messaging strategies

Attachments:
Promotions Strategy
Critical Path
Budget
Projected Budget and Schedule
Actual Budget and Schedule
Organic Promotions
Poster
TV Display
Flyers
Facebook Event
Grad Quotes
Instagram Graphics
Info Story
Questionnaire Story
Promotions Strategy
Team: Riva, Allyn, Lori, Sam
(See attachments for final copies of each material)

Buzzfeed Quiz
- Pick from a list — how many things are you?
- End result tells you if you’re a good fit for CreComm and gives Info Night info
Facebook event
• January 29, 2020; 6-8 pm
• 160 Princess St.
• Give relevant info, a bit about CreComm, and supply a parking map
“You could ____ at ____” (Take Your Creativity Seriously)
• Flyers telling people creative, CreComm-related jobs they could do at local businesses
with name recognition
• CreComm Info Night info on the back side of flyer
• Emphasize creative aspects and show creativity as an employable skill
o “You could write for…” “You could produce for…” “You could create for…”
• One for each major, 4 designs
• Ideas: CTV, CBC, Free Press, Thermëa, Virgin Radio, Winnipeg ICE, The Forks, Folk
Fest
Quotes/photos from grads — 4 people
• Typography of quotes from CreComm grads for social media sharing
• Encourage grads to share on their social media
• Email grads asking for quotes:
o Show impact of their CreComm education in their current work
o Connections made and opportunities
• Grads to ask: Ally (Sarah), Josh (Lily), Graeme (Riva), Jeremy (Sam), Danton (Lori)

Canva design dimensions needed:

• Twitter
• Instagram stories + posts
• Facebook
• RRC TVs (1920x1080 – 16x9)

PLACEMENT:
• Flyers in local businesses and areas
o Parlour, Forth, Cinematheque
o Downtown, Exchange District
• University of Winnipeg
• High Schools
o Maples, Sturgeon Heights, St. James, Kelvin, Oak Park
• Online
o Facebook, Twitter, Instagram
AUDIENCES:
• University students, 18-26, arts or related programs
• Actors/artists in Winnipeg
• Influencers: grads of CreComm, school advisors/teachers, parents of potential students

DESIGN CONCEPTS:
• Graphics with Twitter and Instagram story dimensions
• Share templates in Facebook groups so current students can share them
• Simple, eye-catching, RRC colours

DIMENSIONS
• IG: posts – 1080x1350, stories – 1080x1920 (9x16)
• FB cover: 820x312
• Twitter: 1024x512
• TVs: 1920x1080, 16x9
FOCUS DOC
What: a promo plan to attract potential students to CreComm info night
Who and when: Tracey and us, need online promos by Jan 10 and print by Jan 13
Audience: potential students and influencers (friends and family), people interested in creative
careers

What to persuade them of: high success and employment rate after grad; no other program like it
(teaching skills, opportunity, etc.) in Canada; can supplement other degrees; rewarding, fun, and
creative; speak with industry experts face-to-face; get their questions answered; get a feel for the
program before applying; Info Night will provide all info needed to determine if the program is
right for them

What we want: people to come to Info Night; people to hear about it through our tactics; people
to apply for the program

Factors to help us persuade our audiences:

- Grad testimonials; program reputation; interactive tours and information
- Friends and family
- Info Night is once a year
Factors that may interfere:
- Parking; late at night; cold
- Other social media noise; print noise
- Every other university/college program available

Strategies:
- Show the value of attending Info Night
- Show the value of CreComm skills
Core messages:
- CreComm gives me a high chance of employment after graduating
o Show employment stats
- CreComm turns my creative skills/hobbies into employable skills I can use in a fun,
creative job
- Info Night reassured me this is the right program for me
- Info Night gave me the chance to experience being a student
- Info Night gave me authentic answers and info from students and experts/instructors in real
time

Design approach:
- Eye-catching; simple; show don’t tell
- Proper fonts, colours, etc. for official RRC promos
- Similar visuals for print and online
- Take Your Creativity Seriously
DATE TASK RESPONSIBLE ✔
Jan. 8-10 Design general CreComm Info Night invite Patrick
posters + create in dimensions for print
and social media
Jan. 9, 2020 Draft Buzzfeed quiz Riva
Jan. 9 Get RRC login info for social media Lori
Jan. 10 Create Facebook event on RRC’s Facebook Lori
page
Jan. 10 Contact + get approval from local Lori
businesses to put up posters and
distribute flyers
Jan. 10 Send quiz for approval Riva
Jan. 10 Send general invites for approval Sam
Jan. 10 Get Facebook event page approved, go Sam
live, share, and invite
Jan. 11-12 Design “You could work at…” (YCWA) Riva
flyers
Jan. 12-15 Create three “Take Your Creativity Sam
Seriously” (TYCS) designs in dimensions
for all social media
Jan. 13 Launch quiz + share online Riva
Jan. 13 Get feedback for general info posters Sam
Jan. 13 Create an email template to send to grads Allyn
for quotes + send template to students
Jan. 13 Submit “YCWA” flyers for approval Sam
Jan. 13-17 Put up Info Night posters
Jan. 14 Get feedback of “YCWA” flyers Sam
Jan. 14 Print “YCWA” flyers Melanie
Jan. 14 Print general Info Night posters Melanie
Jan. 14-16 Email grads for photos and quotes for Any students
promotions + handle replies
Jan. 15-17 Distribute “YCWA” flyers
Jan. 16-17 Create social media posts with grad quotes Allyn
and photos
Jan. 17 Submit “TYCS” designs for approval Sam
Jan. 17 Submit grad content for approval Sam
Jan. 20 Get feedback for “TYCS” campaign Sam
Jan. 20 Share “TYCS” online

Jan. 20 Begin sharing grad quotes + photos online Allyn + other

students
Jan. 31 Evaluate all promo materials Sam + team
PROJECTED BUDGET + SCHEDULE
Platform Promotion Schedule $ per day Total
Facebook Event page Jan. 17 - 24 $ 5.00 $ 40.00
Ad with Info Night design + copy Jan. 23 - 27 $ 5.00 $ 25.00
Instagram Info Night info story graphic Jan. 19 - 26 $ 2.00 $ 16.00
Twitter Info Night info with graphic Jan. 20 - 24 $ - $ 20.00
GRAND TOTAL $ 101.00

ACTUAL BUDGET + SCHEDULE

Platform Promotion Schedule $ per day Total
Facebook Event page Jan. 21 - 28 - $ 400.00
Instagram Info Night info story graphic Jan. 22 - 28 - $ 100.00
GRAND TOTAL* $ 500.00
*This money was generously donated by Red River College's markteting team and did not come from the
event budget.

ORGANIC PROMOTIONS
Platform Promotion Shared**
Facebook Event page Jan. 15
Twitter (@rrc) Info Night tweets with graphics Jan. 13, 22, 26, 28, 29
Grad quotes Jan. 23
Graphics Instagram Info Night story Jan. 16
Instagram questionnaire story Jan. 16
Info Night info (Twitter dimensions) Jan. 20
Grad quotes Jan. 21
Print Posters Jan. 24
Flyers Jan. 24
**When materials were posted by Red River College accounts or shared with students. Graphics were
posted sporadically until Jan. 29. Does not include others' organic posts made on their own.
Poster (11x17)
a

JAN Creative
29
6PM-8PM
Communications
Information Night 2020
YOUR PROFESSIONAL COMMUNICATIONS CAREER STARTS HERE

Our graduates develop the skills for successful careers in media production,
advertising and marketing communications, public relations, and journalism.
Only at Info Night:
• Speak with industry professionals, current students, and grads
• Tour the campus, including the TV Studio and Radio Station
• See student work samples

RED RIVER COLLEGE’S ROBLIN CENTRE For more info, visit rrc.ca/creative-arts/
160 PRINCESS ST. creative-communications
TV Display

a
JAN
29
6PM–8PM

Creative
Communications
Information Night
YOUR PROFESSIONAL COMMUNICATIONS
CAREER STARTS HERE
RED RIVER COLLEGE’S ROBLIN CENTRE
160 PRINCESS ST.
You could
WRITE for the
WINNIPEG
FREE PRESS
You could
BE A HOST on
LOCAL
RADIO
You could
CREATE
CAMPAIGNS
for THERMËA

You could
WORK IN
PROMOTIONS
at THE FORKS
Creative Communications
Information Night
Red River College’s Roblin Centre
160 Princess St.
January 29, 2020
6 p.m. - 8 p.m.
No R.S.V.P. required

Find out more at

rrc.ca/creativearts/creative-communications

Creative Communications
Information Night
Red River College’s Roblin Centre
160 Princess St.
January 29, 2020
6 p.m. - 8 p.m.
No R.S.V.P. required

Find out more at

rrc.ca/creativearts/creative-communications
Facebook Event
Grad Quotes
Instagram Graphics

Info Story

Questionnaire Story