Easter Campaign for ICR

Easter Campaign for ICR

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I designed, wrote, implemented and evaluated an Easter campaign for International Christian Response in Spring, 2019. For this project I had to complete and develop three things a campaign creative brief, the campaign project, and a campaign analysis.

 

The creative brief included an analysis of the audience including psychographic information and developing personas, it considered what the campaign was supposed to make the audience think, do, and feel. It asked what ther the Key benefits the audience gets from this campaign. On the design and creative side it chose key words, tone, and gave visual inspiration for campaign graphics to be designed. It also listed all the mediums and channels to be used in the campaign.

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For the campaign project itself after looking at the key benefits and campaign concept and message I developed a headline and subheads to be used. I also wrote out a Body Copy and included the organizations two taglines. I specified visual layouts including colors, typeface, and layout style, border treatment, and logo. Then I designed several graphics that used these visual specifications to go along with the stories. I also specified the spokesperson for the campaign stories. I included two stories with a setting, conflict, resolution, and connection to the campaign. Finally, it considered four different tactics by which this campaign would be disbursed including facebook, email, website, and mail. For each of these there was included a  description, time frame, rationale, person responsible for it, success metrics and cost. At the very end was a campaign calendar for each step of the project's development and implementation. 

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I was responsible for the majority of the campaigns implementation developing and posting all the facebook posts. I also wrote and developed graphics for the email, mail, and website articles from two different interviews I did.

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After the campaign was complete I completed a campaign evaluation that looked at the metrics including by looking at the goals that were originally set, the actual outcomes, and variance between the two for traffic and response to the Facebook posts, email articles, and website traffic. It also looked at qualitative feedback we received on each of the platforms which the campaign was present on. After looking at these I evaluated the audience, the campaigns key benefit, the concept, the verbal elements, the visual elements, the channels, the stories, the calendar, the budget and other miscellaneous things by looking at what I learned and making recommendations based off that for future campaigns.