TABLE OF CONTENTS
INTRODUCTION
GREATER THAN A GOAL
MORE THAN A MAJORITY
BIGGER THAN BUCKS
DEEPER THAN DESIGN
SUMMARY
INTRODUCTION
My name is Lauren Bunting and I am an aspiring graphic designer who is currently a junior attending Arkansas State University in hopes of achieving my Bachelor of Fine Arts (GD). In our Advertising Design class this semester, we were tasked with creating an advertising campaign for the Foundation of Arts in Jonesboro.
I am ecstatic to present this campaign to you and hope that in doing so I am able to convey the spirit of the FOA and the role you play within the community.
Thank you for taking the time and giving me the opportunity to share this with you.
GREATER THAN A GOAL
Conceptualize and design a campaign for the Foundation of Arts in Jonesboro that encourages donation and establishes a call-to-action through print advertisements, social media, and merchandising. This campaign also aims to increase brand awareness of the FOA.
MORE THAN A MAJORITY
The FOA offers several classes that are art education based and intended for youth. Due to this, the main target audience for this campaign 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. Those who fall within this audience (1) seek to offer support and opportunities while building a stronger community through education and the arts and/or (2) are interested in signing their children up for classes. This audience is active mainly on Facebook and Instagram.
"So where does the FOA come in?"
This non-profit organization offers experiences that encourage creativity and stimulates self confidence to anyone and everyone. Allowing youth to come together and express themselves, the Foundation of Arts establishes a relationship with the community; one that supports and enriches one another.
BIGGER THAN BUCKS
The Big Idea is to inform the audience of the commodities their monetary contributions provide for the Foundation of Arts.
In other words, express that their donations are so much more than money. They are the foundation of something bigger.
"Your dollar has more than one life."
DEEPER THAN DESIGN
This campaign showcases how the donor's dollar contributes to the classes that the FOA provides. In these advertisements, a dollar resembles and takes the place of objects such as a ballet skirt, a theatre prop, and a paintbrush.
This analogy of a dollar to the object emphasizes the Big Idea whereas the bold background and green typeface highlight the call-to-action.
By offering merchandise, we can not only push the Big Idea further but can also form a fundraiser for the Foundation of Arts. The merchandise includes drawstring bags, t-shirts, and pin-back buttons that focus on donating to the FOA.
This campaign can also stretch across different platforms. In this example, we have Instagram posts that establish a social media presence while also creating awareness for the Foundation of Arts. Using call-outs and hashtags within these posts engage followers and encourage interaction with the FOA.
In addition, this social media account institutes a brand for the nonprofit while mimicking the aesthetic of the print ads.
By establishing a brand and expressing the non-profit's need of donations through social media, we can push the Big Idea much further by connecting to the viewers through things they find valuable like making memories, getting a good education, having fun, supporting their community, etc.
SUMMARY
"We are not just a center for creativity, but a bridge connecting the past, present, and future."
Hopefully, this campaign reiterates the idea that donations are More than Money; they are a part of something so much bigger than that whether it be family, community, or the arts.
When it comes to creating an awareness of the Foundation of Arts and encouraging the audience to donate, the print advertisements, tangible merchandise, and social media are all elements that could be successful in doing so.
Once again, I’d like to thank you for taking the time to view this campaign.
If you have any questions or would like to speak with me about future work, feel free to contact me at lauren.bunting@smail.astate.edu. I appreciate any opportunities where I could help the FOA.
