My Integrated Marketing Campaigns class at the University of West Florida had the opportunity to create a strategic marketing campaign for the AAF’s 4th District “Back to Basics” Fall Conference and I served as my team’s art director. My job was to develop cohesive and branded design elements and oversee their implementation throughout the campaign deliverables. In the beginning, my job was to manage the team responsible for completing the conference deliverables that targeted our professional audience. It was my responsibility to delegate the workload to my fellow team mates and ensure the deliverables stayed on-message and presented a consistent 90’s aesthetic from start to finish.

1. A A F 4 T H D I S T R I C T
F A L L C O N F E R E N C E C A M P A I G N

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Tiffani Johnson
IllustratorGeek/ArtDirector
“When you fall, I will be there
to catch you.” - The Floor
Bond Buwalda
Design Junkie
“Everything will be better in the end,
and if it’s not better, it’s not the end.”
Zack Smith
Copy Master
“Opportunities multiply as
they are seized.” -Sun Tzu
DeeAnna Frazier
Social Media Psychic
“Just remember if we
get caught, you’re deaf
and I don’t speak English.”
Rhonda Robinson
Officer of Everything
“To live a creative life,
we must lose our fear of being
wrong.” - Joseph Chilton Pearce
Tatiana Ebanks
Art Official Intelligence
“I see ad people.”
Brenden Arney
Chief of Digital Amazement
“All pizzas are personal pizzas
if you try hard enough.”
Noel Fontaine
Sassy Creative Director
“Don’t worry guacamole,
I am extra too.”
George Pachon
Ambassador of Buzz
“They’ve done studies, you know.
60% of the time, it works every time.”
- Brian Fantana
Thea Michalak
Deanof PamphletDistribution
“I’m in here ‘cause I can’t sing.”
Laura Garcia
Wordsmith Editor
“Dream bigger than the city lights
down in Times Square” - P. Diddy
Sydney Freeman
Digital Overlord
“A continuous learner whom
loves to explore in new ways,
which helps me to grow.”
Laura Casajuana Costa
President of Tabeling
“I don’t smile because I just ate.”
THE DWEEBS : CLASS OF 1990

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OBJECTIVES
GOAL
To generate 50 professional conference registrations among members
of the 19 local federations throughout Florida and the Caribbean by
November 1, 2017.
To generate 30 student conference registrations from local colleges and
universities by November 1, 2017.
To create a strategic marketing campaign for
AAF’s 4th District Back to Basics Fall 2017 Conference.
EXECUTIVE SUMMARY
The American Advertising Federation’s 4th District (4AAF) entrusted the
promotion and planning of their 2017 Fall Conference to the Integrated
Communication Campaigns class at the University of West Florida (UWF).
The class, comprised mainly of junior and senior advertising students, was
specifically tasked with developing a brand, creating a custom website,
designing engaging deliverables, and raising awareness of the event
among professionals and students.
The client requested a 90’s theme for the campaign treatment and use of
the official conference title “Back to Basics,” which was selected through
informal research conducted during the District’s summer leadership
conference.The fun and funky energy of the 90’s era was easily translated to
the brand while the narrative content focused on a nostalgic vibe that would
resonate with both professionals and students.
This dual strategy approach began with the development of a conference
logo and icon set that would be carried throughout the campaign. A
customized conference website complete with agendas, venue information
and registration portals served as the focal point for the deliverables.
Social media and email communications were developed for each of the
two audiences and executed through the 4th District, local club and UWF’S
ClubAd platforms.
Despite a number of unforeseen factors that led to schedule changes,
including Hurricane Irma,that affected a large portion of the areas theAAF’s
4th District members call home,the campaign was effectively executed and
the conference deemed a resounding success.

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THE LOGO
THE ICON SET
Once the logo was finalized, the client requested an icon
set in order to differentiate the various keynote speakers,
workshops, and other events.After a bit of fine tuning, the icons
were updated to match the aesthetic of the theme in order to
transport everyone back to the days of fanny packs, Palm Pilots,
and butterfly hair clips.
The 90’s era brings back a whirlwind of
memories for both students and professionals
alike. This primary conference visual needed
to communicate the fun, colorful spirit of the
decade at a glance. After each student in the
course pitched a logo option, the client selected
the design reminiscent of the popular 90’s TV
show, Saved by the Bell. With the bright colors
and bold, bubbly font, the design proved to be
both eye-catching and recognizable.
KEYNOTES
Personality Profiles
Student Workshops
Conflict Management Digital Innovation
After Hours EventsClub Workshops

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PROFESSIONAL DELIVERABLES
While the first five tabs included information relevant to their labels, the
DWEEBS page consisted of head shots, contact information, and titles of
the student team that created the campaign.
The feedback received regarding the website were positive and attendees
seemed satisfied with the functionality as well as aesthetics of the site.
The website was a pivotal piece
of the project, that needed to be
functional and engaging.
Virtually all of the other pieces of
created content drove potential
attendeestothewebsite.TheURL
was included on deliverables
such as emails, posters, flyers,
and social media posts.
Once potential registrants were
directedtothewebsite,theywere
greeted by the bright and funky
90’s theme that was consistent
throughout the campaign. The
homepage included a brief
description of the conference
and a countdown clock that
ended on the first day of the event.The main tabs at the top of the page were
labeled AGENDA, REGISTER,VENUE, DIRECTIONS, SPONSORS, and DWEEBS.
WEBSITE

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To spread awareness, the team created social media graphics with enticing
copy. Three initial posts were developed and provided to the 4AAF Facebook
page administrator.
These posts used different headlines to communicate important dates and
deadlines with a sense of fun and urgency.
FACEBOOK POSTS
People Reached Post Likes Post Clicks
463 10 26People Reached Post Likes Post Clicks
391 13 15 People Reached Post Likes Post Clicks
420 8 12

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EMAIL
The initial email
announcement for
the conference was
developed and sent to
the members of 19 local
federations through the
4th District’s MailChimp
account.
The purpose of this
email was to inform
potentialattendeesof the
upcoming conference,
and to direct traffic to the
registration page on the
website.
The layout of the email
was consistent with the
over-arching theme
and used lively 90’s
expressions in an attempt
to build excitement
around the event.
The email distribution
was delayed by nearly
two weeks due to Hurricane Irma. As a result, conference registrations and hotel room booking deadlines were extended. Additional messages were sent by the
District using the initial email as a template in order to communicate the extensions and continue promoting registrations.

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FLYER
STUDENT
DELIVERABLES
In addition to attracting professional registrants, deliverables were also
create to target students for a series of events being held simultaneously to
the professional events.
The first created item was a 8.5 x 5.5 inch flyer highlighting the opportunity
for students to network with industry professionals, attend keynote
presentations, and have their portfolio reviewed.
The flyer also displayed the student itinerary with the times of each event.
At the bottom of the flyer a call-to-action “Student tickets limited. Register
today!” was added to stress the importance of available student tickets. To
completetheflyer,thewebsiteURLalongwithFacebookandInstagramicons
and the 4AAF logo were added to the bottom of the flyer to drive students to
gather more information about the conference.
The flyers were distributed by the student team as well as contacts at FSU
Panama City. While distributing the flyers, team members also gave a two
minute speech developed to sell the conference and drive attention to the
website for further information.The flyers were also utilized as an accessory
to the hallway billboards at UWF, serving as a tangible reminder about the
event and to encourage registration.

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Two hallway billboards were created and used in the Communications Building
at UWF to draw attention to the conference. A folder was attached to these
billboards that included the previously mentioned flyers.
To boost the legitimacy of the keynote speakers, the billboards featured their
names in addition to their titles and organizational logos. Like the handout
flyer, the team also highlighted the opportunity to network and have portfolios
reviewed.
Flyers were placed in
an attached folder for
students to grab on
the go.
HALLWAY BILLBOARDS

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To reach the target audience on social media, the
team created eight social media graphics with
predetermined copy relevant to students. Team
members and the UWF’s ClubAd chapter posted these
to Facebook. With each post, team members “shared”
the social media sites within their respective networks.
Strategically, the team put in place a plan to have
six promotion based posts and two posts serving as
reminders to register. By spreading out these posts,
the team was able to increase awareness about the
event without selling it too hard. Information was also
shared to the “UWF Students” page which has 3,125
active UWF students.
FACEBOOK POSTS
People Reached People ReachedPost Like Post Like
Post Clicks Reactions,
Comments, & Shares Post Clicks
191 6381 2
11 6 16 Reactions,
Comments, & Shares
16

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People Reached
Post Likes
Post Clicks
847
2
9
People Reached
Post Likes
Post Clicks
788
4
31
People Reached
Post Likes
Post Clicks
959
2
7
People Reached
Post Likes
Post Clicks
334
9
12
Reactions,
Comments, & Shares
10
Reactions,
Comments, & Shares
16 Reactions,
Comments, & Shares
16
Reactions,
Comments, & Shares
6

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Thestudentnametagwasdesignedtoresemblea
Nintendo® GameBoy™ hand held device,which
many of the students spent countless hours
playing during their childhood.The professional
nametags took on a more classic aesthetic to
match the theme of the conference. It included
fun hints at the 90’s including a Rubik’s Cube®
and the ghost from the PAC-MAN™ game.
A series of poster boards were created matching
the 90’s theme of the conference. The posters
showcased the speaker’s photo, topic and time
they would be presenting.These posters proved
to be very effective and got everyone to the
correct rooms efficiently.
ON-SITE DELIVERABLES
NAMETAGS
SIGNAGE

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Theconferencecampaigngoalof creatingastrategicmarketingcampaignfor
the 4th District’s fall conference was achieved and the campaign objectives
were accomplished as follows:
52professionalregistrationsweregeneratedamongthemembersof 19local
federations throughout Florida and the Caribbean, surpassing the objective
of securing 50 registrations.
24 student registrations were generated among students from the local
colleges and universities.
In order to measure the campaign’s effectiveness beyond registration
metrics,the team developed an online survey for the professional members.
Of the 52 registrants,50 professionals attended the conference and received
the survey.The survey was active for 10 days and had a response rate of 66%.
The respondents overwhelmingly rated the emails, Facebook posts and the
conference website as Effective or Extremely Effective.
The following statements were rated based on the Likert scale:
1 = Extremely Ineffective 2 = Ineffective 3 = Neutral
4 = Effective 5 = Extremely Effective
EVALUATION
1. How would you rate the effectiveness
of the District Emails promoting
the fall conference?
YOU’VE
GOT MAIL!

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2. How would you rate the
effectiveness of the District Facebook
posts promoting the fall conference?
3. How would you rate the
effectiveness of the MyAdFed.com
website promoting the fall conference?

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Student Registration Student RegistrationStudent Name Tags
Student Panel Discussion B. I. G. Ideas with Lo Enwonwu
Student Portfolio Review, Laura CostaStudent Portfolio Review, Erica Dukes
Student Portfolio Review, Brenden Arney
Student Portfolio Review,Tiffani Johnson

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Student Pizza Lunch Student Portfolio Review,Thea MichalakStudent Pannel Discussion, Ian Dallimore
Student Portfolio Review, Erica Dukes UWF Student, Bond Buwlda
Student Portfolio Review, DeAnna FraizerSelfies, Dude Student Pannel Discussion, Lisa Burwell
Student Portfolio Review, Noel Fontaine

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After Hours Pajama Party 4AAF District Board MeetingAfter Hours Pajama Party
Keynote Speaker,Athena DuPré 4AAF District Board Meeting
4AAF District Board Meeting4AAF District Board Meeting
4AAF District Board Meeting
4AAF District Board Meeting

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Sabrina McLaughlin & Mara Clark 4AAF District Board MeetingGovernment Relations Workshop with Mike Bates
Keynote Breakfast with Dianne Guthmuller Keynote Speaker, Dianne Guthmuller
Club Management WorkshopKeynote Lunch with Ian Dallimore
4AAF District Board Meeting
Keynote Lunch with Ian Dallimore