What makes
you creative?
Case Study
- Client
- College Project
Brief
The brief was to produce a marketing plan on a specific brand within the subject area.
The report needed to cover basic marketing principles in the context of design business. The project also required a detailed research stage covering consumer wants and needs and how these translate into demand, how marketing strategy is essential for the business. Concepts and developments need to demonstrate how it helped in defining the creative solutions.
From the knowledge gained through research, a brief identifying a design plan had to be created and executed. Final deliverable was a book documenting the whole project and detailing the design process involved in solving the visual communication problems.
History
Raffles Millennium International is a design college located at Bangalore, Karnataka. Formed 5 years ago, Raffles considers it’s the right time to be in India offering creative education, as the country is in its initial stages of creative education. The courses offered follows international curriculum handled by international faculties with a mission to develop industry relevant skilled professionals.
Research
The research stage started off with looking in to the college’s current marketing methods and design style. Various collaterals produced by the college for academic intake advertisement and events conducted by the college were thoroughly analysed.
Then the research carried on to understanding the target audience, strength and weakness of the brand, consumer behaviour etc. The research also looked in to the competitive products and services, threats faced by the brand in terms of new entrants to the market and challenges faced by design education sector in India.
Design research was also conducted to study various design projects in terms of the application, influence and connecting with the audience using various methods.
Survey
As part of primary research, a survey was conducted among the staff, students, their parents and prospective students. The survey was conducted in two forms—a printed questionnaire and an online survey to ensure maximum participation and convenience. Survey was designed to gain information about how the current students and parents found Raffles and usage of different media in their day-to-day life, awareness about design education among prospective students and parents in Bangalore.
Objective
The core objective of this project is to come up with a marketing plan for Raffles Millennium International, Bangalore which would increase brand awareness among the target audience and bring them closer to the brand. Setting the creative tone and design direction for this marketing plan would function as the foundation for further expansion of the project.
Marketing Concept
The marketing campaign aims to connect multiple media using the main concept and start a conversation with the audience. The easiest way to start a conversation is by asking a question. As a design school offering creative education, one of the important question to ask is—What makes you creative? The marketing campaign will feature this question at its centre, engaging with the prospective students through various social media sites and build the brand awareness among the public.
What makes you creative?
The core of the campaign would be a 30—45 seconds film which will ask what makes you creative? to prospective students and encourage them to share their creative projects through the campaign facebook page. Along with increased brand awareness, this helps to put the college in touch with the prospective students and create a conversation between them.
The lettering was done on the black wall of college, with the participation of the staff and students of the college, over the course of two days.
Website & Collaterals
The official campaign website would feature the video, a small about section, show us link, Facebook and Twitter links. Show us button will direct users to the campaign Facebook page, where they can share their creative projects.
Along with the website, various collaterals were also proposed to support the campaign offline. A set of updated college stationery which will run during the campaign to spread the word about the campaign to the public.
Expansion
The next stages of the marketing campaign will follow the same principles of asking what makes you creative? in a creative way to the target audience. Following are the two proposed expansion stages. Along with the new video, the campaign website and supporting collaterals will also be updated to reflect the new direction. The website will also catalogue the entire journey of the campaign.
Documentation Book
As per the brief, the book was created to document the entire process. The book heavily made use of folds and colour coded pages to categorise the research and design stages of the project. Each folded spread of the book features the design stage, set in white background. Opening the fold reveals the research stage, set in yellow background. The book covers the various research methods employed and survey results in detail and also includes the sketching stage and behind the scenes look of the entire production.
