COM 422 – Seahawk Mail Print Advertisement 9 March 2011 Danielle Dorantich Dana Purvis Maegan Bendt Melissa Gagliardi
Based on our client interview, we saw that getting students to rent commuter boxes wasof the upmost importance to Seahawk Mail. Because of this knowledge, we have created a printadvertisement that focused on UNCW Students. When choosing between our two publics, ourgroup discussed that we pay more attention to print advertisements than a brochure. In additionto this, there is a much vaster public in students than faculty. The objective of the advertisement is to increase the number of student commuter boxrentals by twenty-five between August 2011 and May 2012. As we discussed in class, themessage is directly related to the objective. The message is defined as the basic idea we want theaudience to remember as a result of receiving our communication, which in this case is our printad. The message for this campaign is that moving is already such a hassle—just because youmove doesn’t mean your mailbox has to. We chose to take a lot of pictures in different poses. In the pictures we wanted to conveyour message ―Just because you move doesn’t mean your mailbox has to.‖ Our initial idea was totie our model to the mailbox making it look like a ―ball and chain‖ concept where he didn’t wantto part with his mailbox when he moves. Once we started taking pictures and working withdifferent angles, we got more creative and had him sit on top of the mailbox. With him on top ofit, it creates more of an emotional effect because his expression is one of sadness and longing.We then had to narrow our picture options down because there were a couple of strong poses. To create our advertisement we decided to use Adobe Photoshop because Melissa knewhow to fix and edit photos with the program. She had some knowledge of photo editing onMicrosoft Publisher and originally thought that we could use only that program. Once we tookthe picture we realized that the colors of the background were too sharp to add writing over sowe decided to blur it. Once we knew that we’d have to use the blur option she suggested
Photoshop. We started working with it and were confused about how to get started. It wasdifficult at first but then we figured it out. To find out more information about printing advertisements, Dana went to Dittos to findout how much it would cost to print our ad in color. The employees at Dittos informed her that itcosts twenty-five cents per side of a color advertisement. This is based on a standard size flyerwhich is eight and half by eleven inches. One of our group members, Dana, is a Disney Campus Representatives at UNCW. Aspart of the marketing campaign for Disney, the group of reps was required to distribute two-hundred and ten posters on campus. Due to space issues, our group member had troubledistributing that many advertisements on campus. Based on this experience, Dana recommendedthat we print fewer advertisements. We discussed the number of buildings on campus anddecided that to place ads in each building we would need to print approximately one hundred andtwenty five color flyers. Our group calculated that at twenty five cents each our flyers would costthirty one dollars and twenty five cents to print. Once we budgeted how much it would cost to print our ad in color, we moved on toexploring other ways to market our message. After extensive research our group decided whichpublications would suit the needs of our message. The names of the publications we would liketo place our print ad in are the online version of The Seahawk student newspaper, and in LuminaTheater. According to page three of the advertising information link on the Seahawk’s website,Eighty eight percent of UNCW students claim they read online newspapers. The online versionof the Seahawk student newspaper has an average of twenty-five thousand four hundred hits permonth. These statistics justify placing our ad in the online version of the Seahawk. We looked at
the options, and decided that our ad would be conveyed best in the ―Medium Rectangle‖ formatwhich is three hundred by two hundred and fifty pixels. The medium rectangle costs twentydollars per week. The point of our ad is to sell commuter boxes. Students are most likely sign upfor a commuter box at the beginning of a semester because they have already solidified theirresidence off campus. As a result, we feel that it would be most effective to market this ad in theSeahawk for four weeks at the very beginning of the semester. This would bring our cost toeighty dollars to advertise with this particular publication. According to page seven of the advertising information found on the Seahawk’s website,seventeen thousand one hundred and eighty three film goers viewed ads at Lumina Theater from2009-2010, we felt this was prime real estate to share our message. Lumina Theater shows awide range of foreign and domestic films throughout the week which draws a diverse crowd ofstudents. As a campus office, the rate to advertise in Lumina Theater is one hundred and twentydollars per month. Our image will run at least three times prior to the start of a show for theduration of a week from Monday through Sunday. Through our research of different publications we feel as though the online version of theSeahawk and the Lumina Theater are the most cost efficient and effective methods outlets forour advertisement. As UNCW students we needed somewhere that would be convenient to printour ad so we chose Dittos to do this. After hearing that the price was reasonable we did not feelthe need to look elsewhere because that cost fit into our budget. The ad correlates with ourclient’s needs and portrays our message because it focuses on the advantages of the commutebox.