campaign design
Brief
CLIENT
Choose an organization, and decide on its cause.
Choose an organization, and decide on its cause.
RESEARCH
Research its history, structure, and target market. Conduct a competitor analysis and SWOT
analysis on each.
Research its history, structure, and target market. Conduct a competitor analysis and SWOT
analysis on each.
STRATEGY
Once the research is complete, define the client, the scope of the project and outline your campaign strategy. Design a persona and journey map which will help guide the campaign development.
Once the research is complete, define the client, the scope of the project and outline your campaign strategy. Design a persona and journey map which will help guide the campaign development.
CONCEPT TESTING
Based on the research and client's persona, come up with one to two campaign ideas with which to
conduct concept testing to further develop them.
Based on the research and client's persona, come up with one to two campaign ideas with which to
conduct concept testing to further develop them.
IMPLEMENTATION
Implement the concept testing results and refine the ideas including the final layouts, required media,
promotion channels, and timelines.
Implement the concept testing results and refine the ideas including the final layouts, required media,
promotion channels, and timelines.
PRESENTATION
Lastly, prepare a client-facing final presentation and brochure with which to pitch the campaign. Below is the presentation brochure and further down will be a short excerpt of the final Keynote presentation.
Lastly, prepare a client-facing final presentation and brochure with which to pitch the campaign. Below is the presentation brochure and further down will be a short excerpt of the final Keynote presentation.
APPROACH
CLIENT INTRO
The Marine Mammal Rescue Centre (MMR), in a nutshell, is a rescue facility for sick, injured or orphaned marine mammals and gives them a second chance at life via rescue, rehabilitation and release.
CAMPAIGN INTRO
An event and app concepts were further developed as a result of their positive feedback gleaned from the concept testing. Based on the non-profit's persona, which helped guide the campaign's development, the event and subsequent app as a way to get involved/donate fell in line with the persona's reachable touch points within her journey map.
The Marine Mammal Rescue Centre (MMR), in a nutshell, is a rescue facility for sick, injured or orphaned marine mammals and gives them a second chance at life via rescue, rehabilitation and release.
CAMPAIGN INTRO
An event and app concepts were further developed as a result of their positive feedback gleaned from the concept testing. Based on the non-profit's persona, which helped guide the campaign's development, the event and subsequent app as a way to get involved/donate fell in line with the persona's reachable touch points within her journey map.
presentation
Below is a short excerpt of the final proposal presentation.
To learn more about the MMR's activities, visit rescue.ocean.org
