Assignment #3: Newspaper Ad

After a short break, we pressed towards our next project consisting of an ad in the university paper, the Collegio. First we had to figure out the demensions, and luckily our prefessor was open to helping us when figuring this out. The way newspaper sizes are measured are not as simple inches by inches; instead newspapers  measure columns by inches (width by height) and each newspaper has different sizes for thier columns. For example a 5x7 ad in a newspaper is 5 COLUMNS wide by 7 inches tall. 5 Columns doesn't mean 5 inches; in the Collegio the sizes of the columns are shown below.

# of Columns	1	2	3	4	5	6
Actual Size of Column (inches)	1.83”	3.79”	5.75”	7.71”	9.67”	11.63”

Restrictions to this project were based on price with a budget of $197 dollars. Running color for any ad in the Collegio costs $200 dollars alone, so this adds another restriction with only using black and white. The other obligation was to figure out a target market for the ad. Since the Collegio is only distributed only throughout Pittsburg, Kansas; I needed to find a local business to create the ad for. I decided on advertising for South East Kansas Recycling Center located here in Pittsburg, KS. So the only other factor to figure into my ad was how big of an ad I was going to create while keeping within my bugdet. To figure out the cost of my desired size ad I used the formula below:

#of columns(width)  X  #of inches(height) = B

B  X  $4.00 = Cost

I decided on a 3 column 7 inch ad. Cost figuration is shown below.

3 colmns x 7inches = 21

21 x $4.00 = $84.00

$197.00 - $84.00 = $113 left over in budget.

So with $113.00 left over, the same ad could be run for two weeks in stead of one. So for 2 weeks in the Collegio, a 3 column x 7 inch ad would cost $168, still under budget and with $29.00 to spare!

Now with the demensions decided and within budget, I could start designing my ad for SEK Recycling Center. I needed a call to action, so I used "visit us @:sekr.org" to get them to go to the SEK website to find more information to thier operation. I also needed to use a bitmap image (drawn and then scanned into my computer) in my ad which is shown below.

With a few revisions after on-screen critiques, I was really satisfied with the outcome of the project. I was really proud of having the design of the bitmap go off the ad to where it pops more. Once again a very good project to learn from, but a lot easier than the direct mail piece.

Missing you already...

 We miss you Suzy Q. You will always have a special place in our hearts.

March 1998-October 2011

Inpiring Typography...

I was at Gordmans just shopping around and looking at some of thier home decor when I found "something unexpected"... a whole section of sayings with great use of type and spacing. Each sign was completely different than the others: different sayings, size of canvas, size of type, spacing of the letters (kerning) or words (leading), and type of font used. It just goes to show you that by just changing some simple elements of typography, you can create many different works of art .

Direct Mail Piece Assignment #2:

This project turned out to be more challenging than the previous projects but turned out to be really helpful for file building with a variable database. The first step was to decide on a product that would appeal to TWO target markets. I decided to pitch towards young singles and older married couples a resort build to entertain both audiences (more information provided on my previous post). Restrictions for this project: had to be a 5” x 7” card with a .125” bleed and a .25” margin. The most difficult part of the project was that I had to create ONE template for TWO different designs. Therefore, the only variables to my project were content and images, but the layout of both cards HAD to stay the same.

I decided to go out on a limb and use a double pun with the toast images, It was a far reach but I figured that most successful marketing ideas are usually huge and either sink or swim. Another risk I took was deciding the color. I wanted contrast and something to draw to BOTH markets’ eyes so I decided to use a bright yellow (Pantone 108) and black with an accent of white. Another way I attempted to pull in my target audience by using a personal call-out by using a database that would plug in their first name on the front of the card to personalize that piece of mail to the receiver.  I used a variety of images, 3 eps files and 2 ai files. The toast images came from istockphoto.com and the palm tree images were taken from wegraphics.net (click on web site name for copyright information).

Since I used a database for the first name on the front of the card, I could not just take this project to Print Services as a pdf and expect each card to come out personalized and correct. Instead I would have to create the database of first and last name, their address, and what demographic (single or married) they fall into an excel table and specific instructions in a word document.

These files, a pdf of what all pages are suppose to look like, a packaged Indesign file of just one front and back (with added links from the other file), and an idml file would be sent to Pittcraft to analze and print each card according to the information sent to them.

The project overall was stressful, but I think worth it in the end. They looked really good on the printed proofs (Printing Services) and I’m looking forward to seeing how they turn out in the final product.

Target: Young Singles

FRONT:

BACK:

Target: Married Couples

FRONT:

BACK:

Market Segmentation for Direct Mail Piece

Product: Resort

Target Market Sequence: Differentiated Targeting: 2
A) Married Couples (Romantic Getaway)

B) College Students/ Fresh Graduates (Spring Break)

I. Demographic:
A/B) Race: Open to all Races
A/B) Gender: Both Male and Female

A) Age: Born in 1965-1976; 35-46 years old; Generation X: Self-reliant and value-oriented.
A) Class: Middle to Upper/ More Mature Savings = More Money

B) Age: Born in 1982-1990; Age 21-29 years old; Generation Y: Echo Boomers
B) Class: Middle/ Less Secure Job/ More Debt (loans) = Less Money

A/B) Geographical Location: [given] Pittsburg, KS
                -Landlocked (no beaches, ocean) = cruise a great escape
                - Seasonal changes in weather (one extreme to the next)

II. Psychographics: (AIOs)

A) Activities/Interests: Marriage, Solid Occupation, Kids (grown)
A) Opinions: More cynical towards marketing, more responsibility,

B) Activities/Interests: Drinking, Games, High Activity (Exercise), Late Nights, Clubbing, Socializing,
B) Opinions: More open towards new/change/innovation

III. Influences on Consumer:  (*= most influential)
>Social:
A) Family, Friends, Coworkers
B) *Friends, Family

>Internal:
A) *Motivation: Escape and Relax = Entertainment
B) Motivation: Party and Relax = Entertainment

>Situational:

A) Restrictions: Vacation Time Away From Work + Money
B) Restrictions: Money + School Calendar