Sequoia Edwards

525 Multimedia Content – Midterm Spring 2024

For the midterm, you will develop a campaign and create content for it as if
you are one of the brands listed below.
Content includes OOH advertising elements, social media ads and a written
post on behalf of the brand. Your content should be strategic and resonate with the brand’s target audience(s).

The purpose of the project is for you to have the experience of producing bona
fide advertising and public relations materials that can be powerful additions
to your job portfolios.

You will be expected to:

• Research and understand your brand/product and what its “essence” is
  for your messaging/story.
• This includes understanding its history, previous ad campaigns and
  competitive marketplace.
• Understand your target audience and develop the brand story that will
  impact them – is your story from the heart or the head? Logos, ethos or
  pathos.
• Research and write all copy.
• Produce original photography, edit and compose the images into
  professional “ready to go” ads.
• All aspects must be designed and produced as fully realized content for
  your chosen project. Think spec creative.
• Optimize content and web pages for search engines.
  For the written post, you are not reviewing the product in a journalistic
  fashion. You are not a journalist and are not writing for journalists – please do not do a news story or a press release. You are writing as if you are the brand or product. You are communicating with the same audience(s) as the
  advertising elements.
• All content is to be posted to the student’s WordPress site. Create a new page titled either Client XXX or Midterm. Content must be fully designed and appropriate for the brand or product’s audience. Do your research and don’t rely on your intuition. BE CREATIVE.Be sure to add a disclaimer on your posts declaring that you have no affiliation with the brand or product and this is for a class project.

DELIVERABLES
All three elements, OOH ads, Instagram ads and blog post should be an
integrated effort and driven by your overall strategy, audience selection and
persuasive messaging. They are not 3 separate elements but one campaign.
Content created and posted on your website must include:

1. Out of Home – Using ORIGINAL photography, messaging and design,
   create at least TWO fully realized ad concepts in these TWO formats:

• Bus shelter – actual dimensions are approximately 67”h x 46”w
  https://oaaa.org/AboutOOH/OOHBasics/OOHMediaFormats/
  BusShelters.aspx
• Bulletin – large billboard – approximately 14’h x 48’w
  https://oaaa.org/AboutOOH/OOHBasics/OOHMediaFormats/
  Bulletins.aspx
  REMEMBER – the medium is the message and be sure to factor in how
  your target audience is consuming your content, especially for OOH
  messaging.

Instagram Advertising – Four image ads to drive awareness or
drive traffic to the brand’s website – all original photography/
videography and messaging. Organic or regular posts will not be
accepted.

These ads should include a written caption/copy for each image. You are
not allowed to “boost” a post for this assignment. Be sure to
understand any alcohol restrictions if you choose those products.
If you have not created or placed ads on the Meta platform Instagram,
please start your research at this site. Please be sure to look at the
various locations the ad can appear, the options for campaign objectives
and viewable calls to action.

https://www.facebook.com/business/ads-guide/update/image/
instagram-feed

3. Webpage copy or blog post accompanying your campaign from the
   brand – at least 300 words. Post must be laid out and fully designed. Be
   sure to pay attention to headline, subheads and other graphical
   elements. The post is written for your target audiences, not the instructor