Drake Advertising Major |
“Your Story Starts Here”

Strategy

Advertising will convince students with an undecided major that the advertising major will provide a supportive community in which they can find and share their voice.

Support will be the network of upperclassmen and alumni who form a strong learning environment and pave the path for new students to benefit and grow from.

Tone will be energetic and engaging, brand character is personable.

Position is the coolest major offered in the SJMC.

Social Media Campaign

“Here You Are/Come On In”
Instagram Post no.1 (STORY)
Jenna Cornick | jenna.cornick@drake.edu

VISUAL: Three-visual-element Instagram story.
Student approaching Meredith, shoulders-up shot, side-profile circling around to back-of-head, gazing upon school, about to walk up the steps, sunny day, relaxed expression.

COPY: Your story starts here *location tagged, Meredith Hall*

Laid back yet professional & enthusiastic student, encourages student to approach Meredith hall classroom.

COPY: YOU can be an advertising major, right here at *location tagged, Drake University*

Student finds seat next to chatting students, she is greeted warmly.

COPY: Swipe up to learn more. *this action must be inserted by those running the drakesjmc Instagram account.

INTERACTION:

Following “swipe up to learn more,” the “See More” arrow is offered at the bottom of the screen, linking directly to the Drake Advertising Majors/Minors page (http://www.drake.edu/advertising/)

 

“Inspiration In, Creativity Out” v.2
Instagram Post no.2 (STORY)
Jenna Cornick | jenna.cornick@drake.edu

VISUAL: (OTS) College student sitting in front of a large computer, cursor blinking, student runs hands through hair, visibly frustrated

HEAD: Creativity is in there.

VISUAL: (Side shot) Friends approach college student, motions to the screen, motions to the screen, conversing, suggesting, inspiring.

HEAD: (Swipe up to learn more.)

COPY: Inspiration is out there.

COPY: Find your inspiration in the advertising major/minor.

INTERACTION: following “swipe up to learn more,” the “See More” arrow is offered at the bottom of the screen, linking directly to the Drake Advertising Majors/Minors page (http://www.drake.edu/advertising/)

 

“Let’s Tell Your Story” v.2
Instagram Post no.3 (STORY)
Jenna Cornick | jenna.cornick@drake.edu

VISUAL: Student speaking to a small group of other students, all engaged, nodding, conversing with the storyteller.

HEAD: Stories.

COPY: We tell them. We learn from them.

VISUAL: New student, still speaking to a small group of other students, all engaged, nodding, conversing with the storyteller.

COPY: We tell this story.

VISUAL: New student, still speaking to a small group of other students, all engaged, nodding, conversing with the storyteller.

COPY: We tell that story.

VISUAL: class turned to camera, smiling supportively, looking hopeful.

COPY: Now we want to hear your story.

TAGLINE (THEME): Your story starts here.

COPY: Be an advertising major at Drake University.

SUBHEAD: Link in bio for more information.

INTERACTION: the following link is made easily accessible in the bio section of Instagram (http://www.drake.edu/advertising/)