Ai Austin Registration - Advertising Campaign
The Art Institute of Austin needed a dedicated marketing strategy to boost registration numbers and convince more students to secure their classes earlier in the quarter, thereby maintaining focus on their graduation. I managed these strategies each quarter, along with their own creative advertising campaigns. This is but one of the numerous advertising campaigns, debuting in the summer quarter, that had me coordinating the efforts and talents of our academic directors of both photography and graphic design. The idea: "Alternatives." These humorous ads were shot in our photography studio, the typography hand-created by our graphic design director, and then spliced together to form two of the four placements we created. I also had the chance to make a cameo appearance as the role of "the devil" in each of them - that was a pretty proud moment. :P
ARC Newsletter Internal Campaign
The Art Institute of Austin needed to boost morale internally among staff and faculty in order to echo the same message of motivating students to take advantage of their financial aid and tackle more classes each quarter. By doing this, students would graduate sooner and be able to enter the competitive job market. To accomplish this goal, I put together a team from various departments and created a newsletter with the help of a talented graphic designer. It was sent quarterly to the Ai Austin internal community. Below is the work from volume two.
"The Voice" Newspaper Campaign
The Art Institute of Austin's student-run newspaper "The Voice" was facing many challenges. After newspaper advisor turnover, budgeting constraints, marketing mismanagement and an increasing disinterest in the overall vision for the newspaper, I stepped in to salvage what was left and rebuild what had been destroyed. Under my management, I reassigned stories based on the individual strengths of the reporters, copy-edited and reviewed all content before going to print, put more focus on digital distribution by allowing student population to download a digital copy from Facebook, email and other methods (this helped with budgeting issues).
Additionally, I changed the marketing strategy of the newspaper to have final copies ready for students during the middle of the quarter, timing it just right with our biggest events in the student lounge, including "Registration Celebration" and others. By doing this, an increased awareness was made on the newspaper, as the release dates in the past had been toward the end of the quarter...a time when students are focusing on finals and leaving for the break. I introduced "flights" of the newspaper to the campus, meaning there were always an allotted amount printed each week so that exposure was continuous throughout the quarter, rather than wasting all printing efforts on the first week of distribution. Finally, I boosted staff morale by teaching them proper journalistic techniques and holding meetings where I was present, showing support in the continuation of the newspaper for the years ahead. The staff did an amazing job throughout all of this and will continue to do so. Below is the first issue under my management.
Additionally, I changed the marketing strategy of the newspaper to have final copies ready for students during the middle of the quarter, timing it just right with our biggest events in the student lounge, including "Registration Celebration" and others. By doing this, an increased awareness was made on the newspaper, as the release dates in the past had been toward the end of the quarter...a time when students are focusing on finals and leaving for the break. I introduced "flights" of the newspaper to the campus, meaning there were always an allotted amount printed each week so that exposure was continuous throughout the quarter, rather than wasting all printing efforts on the first week of distribution. Finally, I boosted staff morale by teaching them proper journalistic techniques and holding meetings where I was present, showing support in the continuation of the newspaper for the years ahead. The staff did an amazing job throughout all of this and will continue to do so. Below is the first issue under my management.
Kerbey Lane Campaign
Below is an entire campaign created for the Austin, TX restaurant chain Kerbey Lane Cafe based on primary research conducted over a five month period. This was a project created primarily by my teammate Narisa Rattananinad and myself using Adobe InDesign, Photoshop and Illustrator. The completed "physical" campaign book was then printed on high quality paper and designed around an "organic/fresh/of-the-earth" idea that coincided with Kerbey Lane's own "organic and fresh" brand image.