Project goal: The Integrated Marketing and Communications Collateral project had two goals. The first was to ensure we were maximizing the full power of the all-College brand by clustering offerings based on the three data points most important to the target audience: time, cost of education, and average salary after graduation. The second was to create a consistent brand look and feel across the academic units of COH while conforming to the UAA brand standards.
Constraints/Challenges: Budgetary constraints confined the scope of collateral development. Additionally, needed buy-in across academic units.
The solution: I worked with graphic artist Monica Sterchi-Lowman on the project. Together, we were able to craft a packet of customizable templates that allowed each unit to choose photos and limited draft text while focusing on the three data points relevant to the target audience. Additionally, we established a storefront interface with UAA's Copy & Print Center so each academic unit could customize its collateral. The templates included print and digital-only materials as well as trade show collateral options. The IMC materials provided an interim solution that allowed each unit to utilize its unique budget codes to purchase materials. At the same time, the College of Health worked to craft a budget allocation system to centralize financial support for collateral development.