ucf poster campaign

UCF Poster Campaign

Strategy

By 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.

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.

Unique Selling Point

That University College Falmouth is a unique rural learning environment that employs experienced, professional members of staff.

Breakdown

Objective 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.

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

Different approach to previous promotion.

Includes various words related to the university and surrounding area.

More copy, black and white design

Gives more information but leaves less to the imagination of the reader.

Artistic without using photography.

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.

Design Ideas•Image which displays facilities on campus, •Visually eye catching, bright.•Includes university logo and website in an obvious position.•Bold typeface, draws the eye from the picture.•Copy tells an interesting statistic about the university (something important to the audience).•Last line addresses the reader, shows the university’s interest in them.

Differences to first design idea:•Different image, more artistic composition.•Text box moved to the top of the page.•First line doesnt contain a statistic, more of a statement.•Second line is a larger, bolder font. Catches reader’s eye.

Final Design

•Cropped and zoomed from first design, more aesthetically pleasing.•Text box at the bottom. Follows the line of the reader’s eye better.•Final statement is larger + draws the eye to logo and web address.•Website is directly below the logo.

Second Advert Approach

Same brief/strategy as before.More body copy than first advert.More informative, direct.Still have one main image, doesn’t flood

the imagination.

•More copy than previous advert.•Gives vital information about the university in a unique way.•Question is directed at the reader, invites them to find out more.•Website is clearly visible and at eye level.•Image shows one of the unique selling points of the university, the rural setting.•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.