“In this assignment you will design a promotional campaign for a business or organization. You will design a series of related collateral for an ad campaign to promote tourism and/or education for a client of your choice.”
Billboard for my American Legion ad campaign
T-shirts for ad campaign
Web Banner for ad campaign
Poster for ad campaign
The Ladders:
The ad campaign I chose to evaluate is that of The Ladders, an executive job and career management site. Both the television ad and the website share a clean cut, professional look. However, the television spot adds a humorous twist to the term, “Making you more attractive to employers.” by having office workers posing seductively in the workplace. The people shown on the website share the same professional appearance as the ones in the commercial. It is important for all media ads in the same campaign to share similar qualities. This is something that helps to identify and establish brand identity. Another common element I found in both media types is the company logo. Having a unique logo and making use of it in all areas of the ad campaign also helps to establish the company’s brand identity and visually connect the ad with the brand. Boasting helpful tools and guidance for individuals who join the site is also a common theme between these two platforms. This is important to inform the target audience what the site is all about and how using it will benefit them. Without this explanation of the website’s function, people would be less inclined to take any action after viewing the commercial.
Just to be safe, I would like to point out here that I am in no way affiliated with The Ford Motor Company. This is a fictitious marketing campaign created for my college assignment(s).
The client I am choosing to represent from the automobile industry is the Ford Motor Company. The challenge to build sales during a time of economic downturn is no small feat. When people all over the country are losing their jobs and falling into debt, how can we possibly expect to boost sales? Since one of the major contributors to the failing state of our economy is job loss, I think focusing on helping to resolve this problem could help to boost brand loyalty and encourage consumers to seek out American made products. While the long-term goal of this campaign is to boost sales, the immediate goal is to help bring jobs back to the American worker.
The target audience of this campaign is the average American, blue-collar worker. Since it is this group that is most affected by the current state of our economy, I feel that they would be more inclined to respond to a call for action in response to this campaign. Having a job and being able to provide for their families is extremely important to this segment of our population. I think if we focus our attention on helping to boost our economy, we will build a better rapport with the average American.
Since we are looking to connect with our audience on a more personal level, I feel that our digital marketing should take advantage of strategies that encourage interactivity between the company and the consumer. One digital media form that this campaign utilizes is a dynamic, interactive web site. This site will be a resource for the working class of America, consistently updated with ways everyone can help to boost the economy, find jobs, and get educated. Registration on the site will allow members to interact and network with each other and the Ford company through a blog type forum that will focus on the economic state of the United States. As a nation, we need to alter our spending habits and lessen our reliance on foreign production. One way I feel that this task can be accomplished is by uniting our country towards a common goal. However, the only way this will work is if people are educated, concerned, and willing to change. As the old saying goes, “You can lead a horse to water…” This campaign will take the first step in the effort to educate our target audience of the seriousness of our country’s economy and look for ways to improve it.
Although this web site sounds like a wonderful idea, it will not be worth a stick in the mud if no one visits or uses it. In order to pull traffic to the site the campaign will use strategically placed web banners ads and advertise through social networks such as Facebook and Twitter. Since one of the goals of this project is to involve, well really, every working class citizen in the United States, we want this campaign to go viral. Prior to the date of the web site’s launch, social networking posts will work to peak interest by spreading little known and/or shocking facts about the problems our country is facing and provide a call to action to visit the web site. The web banner ads will be placed on employment seeking web sites, such as monster.com, in order to reach those who are most likely to be unemployed.
Looking at a way to keep costs down, since an increase in sales is not immediately expected, yet we still want to remain true to our theme, college interns will be recruited for all web and design work, minus senior administrative positions. We want our audience to see that we are more concerned with the welfare of our country than we are with making a quick buck. The goal here is to help everyone, not just ourselves. I think most people want to help and they want to change things, they just do not know how. This campaign will open up the door and lead the way.
This week we are covering XML in my PHP class. XML is a data structuring language that enables different applications to share information, where they would not have been able to otherwise. XML is like the middle man in data sharing between different applications. Here is a link to my assignment for this week. Keep in mind however, if you visit this page BEFORE Sunday February 13th, 2011 it may not be complete. http://www.jphonor.com/ServerScriptingBasics/week6/configure.php
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