Collateral Development
In my role with the School of Education at Colorado State University, I assisted faculty with marketing their academic programs to prospective students, potential funding entities, and other constituents.
As part of this process, I researched each program’s target audience and determine what messaging is likely to reach them effectively. I developed content, segmented into sections of information to move the reader through inquiry to interest. Once the copy was developed, I selected imagery that is authentic to the program, leveraging as many photos of students and faculty as possible. Finally, I designed collateral that brings all of these elements together and encourages key publics to visit the program’s website for more detailed information. Once the design was approved by the faculty, I managed the print process.
Samples
Adult Education and Training
Counseling and Career Development
Organizational Learning, Performance and Change
Transmedia Storytelling
Telling a comprehensive story using a variety of media, each acting as a piece that stands alone, was the focus of this project.
I developed a strategic plan to build each element, plotting how they would combine to form a cohesive story. The story of Festival Park lends itself well to a multimedia format.
Case Study: Visualization of Engaging Digital Content
This case study presented a problem common in today’s newsrooms – trying to develop digital content that is engaging with limited staff and resources. My team of two selected the final Warped Tour, scheduled to stop at a Northern Colorado venue, as our topic. We developed a plan that incorporated both photo and video elements.
My Contributions
- Research
- Develop and revise the cast study outline
- Draft photo/video journalist assignment details
- Draft a short news story, requested as a supplemental element
- Present our solution to the client, professor, and class
Results
Our case earned a 100% total score. Feedback from the client showed that we understood the problem and developed a creative solution:
- “Sweat and high energy (of the music) equals good visuals. The competition aspect is a plus.”
- “Feels like a visually-driven story, a photog’s favorite kind!”
Feedback from our professor and peers showed that we understood the case study model and how to use it in developing strategic communication plans:
- “I can’t wait to watch this.” (peer)
- “Excellent outline (and well-designed) to explain the story with a well-written text intro…” (professor)
- “Slam-dunk creative work on this case.” (professor)
Melissa Pickett 