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Contents

Introduction

Objective

Audience

Creative Work

Closing

Introduction

My name is Kayli Lumpkins. I am a junior at Arkansas State University acquiring my Bachelor of Fine Arts in Graphic Design. In our Advertising Design class this semester, we were tasked with creating an advertising campaign for the Foundation of Arts in Jonesboro. Thank you for this challenging opportunity for me to grow my knowledge of advertising. Please read about how I creatively provided solutions to this real challenge.

Objective

Located in the heart of historic downtown Jonesboro, The Foundation of Arts is a non-profit organization that is open year-round, offering community enrichment through arts education, community theatre, and outreach. The marketing goal for the FOA is to acquire donations, as the FOA is a non-profit entity and must survive by meager course fees and fundraising.

Audience

The target audience is people with at least some disposable income in the region FOA serves who may or may not be aware of this important community institution. This could be a family, a single person, an older couple - anyone who has money to spare who wants to give to the community. When they give to the community, they give back to themselves.

For example, the Smith family would be a great target audience for the FOA. The parents both have good jobs while they raise their two kids. They can get to know FOA and see their donations at work.

Creative Work

BIG IDEA

The goal of this campaign is to show how giving to the FOA will create a significant impact in the community. There is something big about art. Proof of this lies in history. The Renaissance that started in the 14th century bridged the gap between the Middle Ages and modern-day civilization. With this campaign, donors are challenged. Do you dare to donate to our cause? Do you dare to raise a Renaissance? Everyone can be a part of the rebirth FOA is starting.

Each visual communicates a different meaning while all being directed towards the main goal to raise the FOA's donations. What connects the creative work together is the use of alterations, a sketched overlay, and the fun typeface. A common design found in social media advertisements is a bright color palette and wave affected text. Some may think that this disconnects the social media ads from the print ads, but the use of the same typefaces helps bring it back together. The social media ads are designed to stand out and catch the viewer's attention as they are scrolling.

PRINT ADVERTISEMENTS

Print ads are the base of this campaign. They can be printed as magazines, posters, or outdoor ads.

Using the well-known historical phrase of the Renaissance takes viewers back to a history class or an art museum. It creates a connection from what has happened in history to what is happening right now.
Donations will fund families that won't have the same opportunities without the FOA.
Culture is found in the community and art. The FOA has the power to bring everyone together.

Social Media Advertisements

The big idea works great in social media as well. The fun and engaging colors of these ads stand out to create a real experience for the target audience.

Instagram Profile View

Merchandise

Merchandise can go anywhere from a t-shirt to a sketchbook. This is a form of free advertisement. It is letting the people spread the word from the shirt on their back or the apron they wear to cook.

Wear an FOA baseball cap on those bad hair days. The t-shirt matches the colors found in the campaign.
Every artist needs a sketchbook. These fun FOA sketchbooks are small for the on-the-go thoughts.
An apron will come in handy for anyone at home or at the FOA. It can be used while painting props, doing crafts, or in the kitchen.

Closing

This campaign dares the target audience to become a part of something new and something big. Fund the FOA, contribute to culture, raise a Renaissance, and dare to donate. The FOA is changing the very foundation of Jonesboro and wants everyone to join them.

Thank you for your time and consideration. Please contact me if you have any questions or would like to discuss potential collaboration opportunities. You can reach me by phone at (501) 352-9772 or by email at kayli.lumpkins@smail.astate.edu.