Commencement 2012 Campaign

Client: Public Affairs
Project title: Commencement 2012 Campaign
Team:
Marketing Communications Team
Director: Todd Cohen
Project Manager: Julie Wolf
Copywriter/Editor: Evie Rapport
Editorial Services/Associate Director: Deb Graber
Designer: Audra Kenton
Art Director/Associate Director: David Duncil
Web Associate Director: Corey Stone

Public Affairs Team
Director of University Ceremonies And Special Events: Charlie Persinger
Director of University Communications: Jack Martin


BACKGROUND
Client Overview
Redesign and reformat the program and other materials needed by participants and guests before and during Commencement

The Objectives
Refresh and unify the design and content of the program, brochure, signs, website, etc., to be informative, accurate, and comprehensive about this important ceremony.

Target Audience
Graduating students, university community, guests (parents, honorees, press)

The Solution
Strategy
Confer with client to rewrite/reconstruct/update all informational materials for events on a time line of five months, from December recognition ceremonies through graduation day.

Tactics
Deliverables:
— Website
— Program
— Union banner
— Brochure
— Memorial Stadium slide show
— Facebook time line photos
— Press passes
— Print ad
— Honorary degree diplomas and dinner menu card
— Parking lot hangtags
— Letter to motels
— Templates for hooding and recognition ceremonies
— Updated parking, bus, and locater maps
— Postcards for parents and students
— A-frame signs for Union
— Website and calendar

CHALLENGES
Challenge #1
Work with client’s team to gather and verify information for maps, processions, signs, ads, etc., using both existing information and new data
Challenge #2
Create new process for cleaner, less complicated compilation of graduates’ names; and create new format for biographies for honorary degree recipients

RESULTS & OUTCOMES
The new program format was crisp and handsome, highlighted by a bold graphic treatment of quotes on the cover and dividing segments of the program. The client was very pleased with the internal revamping of several pieces of the package and thrilled with the program.


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