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Arts Council Social Media Campaign
In an Elements of Creative Advertising class, we were tasked with creating a social media ad campaign for the Arts Council of the Valley, a non-profit public art sponsor in Harrisonburg, Virginia. I worked with Kaylee Brown and Teagan Winn on this project. We were tasked with making eight posts to be used in a campaign this summer to promote the public art downtown in a new and exciting way.
Project Steps
Research
Through our research of Harrisonburg and their engagement with the downtown public art, we found that a majority of the town does not interact with this art on a frequent basis, and if they do, it is mostly in a passive manner. Harrisonburg is a very diverse city with a variety of age groups and demographics, which required our campaign to stretch across many audiences. Additionally, we found that though there is a thriving restaurant scene, there is not much else to do in the downtown area, sparking the basis of our campaign.
We chose the big idea of Enhance Your Eats With The Arts.
Sketches
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Rough Drafts
Instagram Post
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Facebook Post
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Instagram Story
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Final Ads
Our final ads are pictured below. As a group we made four deliverables for Instagram and four for Facebook, the two platforms our audience is most likely to use. By creating a mix of stories and posts, we were able to introduce the concept of our campaign, and create reminder posts to encourage engagement and participation.
Instagram Introduction Post
Reflection
Throughout this process I gained knowledge in ideal ways to create engagement in a social media campaign, specifically with a topic that is otherwise not as interesting by itself. We learned how to use brand partnerships to increase promotion and interaction. I worked with Adobe more as well, gaining skills in overlay and Generative Fill as I had not used these much before this project. Finally, I gained overall experience designing for a company instagram, rather than a personal one, following brand guidelines while remaining creative.