Ucf poster campaign
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The document outlines a poster campaign strategy for University College Falmouth (UCF) to increase applications for their creative and media courses. It discusses targeting 18-19 year olds interested in creative fields and living in cities. The campaign will focus on UCF's unique selling point of being a rural learning environment with experienced staff. Two poster designs are proposed that showcase the rural setting and campus facilities with limited text and statistics to attract attention and persuade applicants that UCF is the best choice. Both designs follow the brief of fitting in bus shelters and differentiate UCF from other universities through imagery and copy.
Ucf poster campaign
- 2. StrategyBy persuading the target audience that UCF is the best choice for creative/media courses:The number of applications per year will increase.The reputation of the University will be strengthened.
- 3. Target Audience18-19 years old Looking to go in a creative direction in further educationWith a creative history at AS and A levelLiving in a large city looking to change his/her surroundingsA regular reader of local newspapers and university reviews.
- 4. Unique Selling PointThat University College Falmouth is a unique rural learning environment that employs experienced, professional members of staff.
- 5. BreakdownObjective is to create a poster campaign that sells the university and its creative courses in a way that previous campaigns haven’t done.Focus on the differences between Falmouth and other creative universities. E.g. Local environment, possible courses.
- 6. Previous CampaignsPostgraduate prospectus 2010Minimal Text, wrapped over the main image.Includes Falmouth University Logo and website address.Main images includes reference to courses you can study at Falmouth.Also includes reference to picturesque setting of the university.Strapline: Creative Minds, Inspiring Futures
- 7. Different approach to previous promotion.Includes various words related to the university and surrounding area.More copy, black and white designGives more information but leaves less to the imagination of the reader.Artistic without using photography.
- 8. My Approach- First Advert Similar to the first example, small amount of text with a single image.Image should show either the university campus or the surrounding area.Copy should include information or statistics about the university. E.g. University League Table.Also include university logo and website.Portrait layout to fit the brief for a bus shelter.
- 9. Design IdeasImage which displays facilities on campus,
- 10. Visually eye catching, bright.
- 11. Includes university logo and website in an obvious position.
- 12. Bold typeface, draws the eye from the picture.
- 13. Copy tells an interesting statistic about the university (something important to the audience).
- 14. Last line addresses the reader, shows the university’s interest in them.Differences to first design idea:Different image, more artistic composition.
- 15. Text box moved to the top of the page.
- 16. First line doesnt contain a statistic, more of a statement.
- 17. Second line is a larger, bolder font. Catches reader’s eye.Final DesignCropped and zoomed from first design, more aesthetically pleasing.
- 18. Text box at the bottom. Follows the line of the reader’s eye better.
- 19. Final statement is larger + draws the eye to logo and web address.
- 20. Website is directly below the logo.Second Advert ApproachSame brief/strategy as before.More body copy than first advert.More informative, direct.Still have one main image, doesn’t flood the imagination.
- 21. More copy than previous advert.
- 22. Gives vital information about the university in a unique way.
- 23. Question is directed at the reader, invites them to find out more.
- 24. Website is clearly visible and at eye level.
- 25. Image shows one of the unique selling points of the university, the rural setting.
- 26. Logo stands out and draws attention.JustificationAlthough the two adverts are different, they both reach the target demographic. 17-18 year old, creative students looking into further education.Both target the USP of the university: Rural settings with experienced creative staff.The adverts follow the brief of a poster campaign that can be displayed on bus shelters.Both adverts follow the strategy to persuade students that UCF is the best choice for creative courses.