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- 1. ST. CLAIR COLLEGE ADVERTISING ADVERTISING AND MARKETING COMMUNICATIONS 1
- 2. INTRODUCTION Group of third year Advertising and Marketing Communications students at St. Clair College •Katie Dunn •Walter Kochan •Dylan LeFrancois •MacKenzie Stiers •Maria Amato 1
- 3. AGENDA •Overview of theprogram •Internship •Classroom environment and course content •Group Activity (for you!) •Campus environment and life •The Industry •Question and Answers •Data Mining 2
- 4. ADVERTISING AND MARKETING COMMUNICATIONS •Threeyear program at St. Clair College •Ontario College Advanced Diploma •Program goal: to provide the students with the best and most up to date advertising and marketing communication skills of any school in Canada •“Most up-to-date curriculum of any of the Ontario advertising schools” (Interactive Advertising Bureau of Canada) •Admission requirements: OSSD (successfully complete high school!) 3
- 5. PROGRAM HIGHLIGHTS •Faculty haveexperience as senior advertising executives at major international and national companies •St. Clair students have won more gold medals in Advertising and Marketing Communications competitions than any other college in Ontario •Degree completion available- ability to transfer credits to select Universities in Canada, Australia, and the U.S. to obtain degree 3
- 6. CLASSROOM ENVIRONMENT •There is alot group work (especially in 2nd and 3rd years), but there are still many independent assignments to complete. •Examination is usually based on application and not memorization (open book exams in many of the classes) •Everything you learn has a direct practical application •Interactive environment where students are encouraged to participate in class discussions •Lab time (scheduled into your day) 4
- 7. TECHNOLOGICAL RESOURCES •Computer labs(Macs and PCs) •Entire Adobe Creative Suite software available on all computers •Microsoft Student software available on all computers •IT support available almost around the clock 5
- 8. INTERNSHIP • In orderto obtain your diploma you must complete an internship (4 week minimum, likely unpaid, but some students are lucky enough to get a paid internship). • Chance to gain relevant industry experience and become known in the field. • Some students are offered employment from their intern positions, but almost all are given recommendation letters to help secure employment in the field. • Faculty help to secure your internship position, since many have relevant high level connections in the industry. 1
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- 10. PRINT 2
- 11. CLASSES • Intro toLayout and Design • Digital Design 1 • Advertising Copywriting • Copywriting for Print Media Gord Oglan, Copywriting instructor: has a wealth of knowledge for his students. You will learn to love and appreciate him. 2
- 12. EX OF STUDENTWORK Whether they like it or not, your teeth need to be flosed. B us hi n can rem ve sur face p aque from y s r g o l our teeth, but only flosi n can rem ve p aque th accum l at es b w en teet h And plaque is the real enemy; g o l at u et e . s it’s a colourless bacteria that forms silently on your teeth. The best time to attack this plaque is in the stealth of evening, under the cover of the fresh aroma ofh Crest’s Cool Mint Flavoured Floss; waxed or un-waxed, it’s your preference. Some teeth might put up a figt , tryi n to h d th flo ho t ag on i t g s bet w n s g ol e s s e ce et ee them. Arm yourself with Crest’s new Glide Floss if you encounter these, and the flos w ll run sm ot h y i o l and seamlessly between even the most crowded teeth. Food, bacteria and plaque that are allowed to fester between teeth cause bad breath and toothsdecay. Your teeth don’t know this; if they did, they would flos themselves. But now you know this, so make it your mission to get rid of plaque between teeth. Flossing is one of the best things you can do for your pearly whites, even if they act as if they don’t like it. So hold s them down (if you have to), show them whose boss, and flos. Crest Floss. Good for Teeth. 2
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- 14. CLASSES • Copywriting for Broadcast Media 3
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- 16. DIGITAL 5
- 17. CLASSES • Web Design1 and 2 • Integrated Internet Marketing • Writing for the Web • Search Engine Optimization 5
- 18. MAPLE LEAF FOODSWEBSITE: INTEGRATED INTERNET MARKETING AND WEB DESIGN II http://mapleleafeats.com 5
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- 21. CLASSES • Principles of Marketing I and II • Marketing Planning I and II • IMC Campaigns I and II 1
- 22. SOME OF OURWORK 1
- 23. PR/EVENTS/SALES PROMOTION/MOBILE MARKETING Red Bull Sales Promotion (in store) Red Bull Crashed Ice Event Red Bull Mobile Marketing 4
- 24. CLASSES • Public Relations •Sales Promotion and Event Planning • Mobile Marketing 4
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- 26. CLASSES • Segmenting Canadian Society • Psychology of Advertising • Consumer Research • Consumer Insight 4
- 27. MEDIA Outdoor, magazines, online,mobile, TV, radio…. Red Bull takes advantage of a variety of media to reach its target audiences. 3
- 28. CLASSES • Mass communications •Print Media Estimating and Research • Broadcast Media Estimating and Research • Media Planning I and II and III • New Media Planning Excel: Your new best friend. • Media Sales 3
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- 30. GUERRILLA MARKETING • Unexpectedmarketing communication • Used to create buzz and excitement • http://www.youtube.com/watch?v=RDiZO nzajNU • This one is for Coke and 007, but we want YOU to think up a guerilla marketing activity for Red Bull! 2
- 31. ACTIVITY • Break intogroups of ten • Each group will need to develop guerrilla advertising for Red Bull • Prepare your idea as a group • Be prepared to share your idea with the class (one to two minutes TOPS) • Tell us why this idea will work for Red Bull 2
- 32. RED BULL CREATIVEBRIEF • Target Audience: Males and Females aged 15 to 19 in Canada • Strategy: Get the target audience excited about Red Bull in an effort to create a stronger brand relationship • Budget: there isn’t one! The sky is the limit for your ideas • Remember to keep in mind the Red Bull brand image 2
- 33. ST. CLAIR COLLEGE •Free tutoring is available for students who are enrolled in any program at St. Clair • One on one peer tutoring, group tutoring, walk in services • The SRC • Kind of like a student government, represent the best interests of students • Provide funding for various clubs • Publishes the Saint (student newspaper) • Stages entertaining and informative events 4
- 34. DOWNTOWN CAMPUS • Campuslocated on Riverside Drive. You literally have a view of the Detroit Skyline 5
- 35. DOWNTOWN CAMPUS • Surroundedby restaurants and downtown life 5
- 36. DOWNTOWN CAMPUS • ArtGallery of Windsor and Windsor Public Library within walking distance • Walkways, parks, and art on the river • Student Centre on University and Victoria 5
- 37. GETTING A JOBWHEN YOU’RE DONE • Advertising and Marketing Industry • Media Industry • Research • The job market is actually pretty good, especially in media with a focus on new media. • St. Clair grads have an excellent reputation, especially the grads that go into media. • 90% of grads are employed within 6 months of graduation 4
- 38. SO, WHO AMI GOING TO WORK FOR? • Media: Shaw, Chorus, Bell, Astral, Rogers • Marketing: There are marketing opportunities in most major corporations. (ex position: vice president of marketing for Starbucks Canada) • Advertising: Advertsing specific agencies such as J.W.T., TAXI, Maclaren, Red Lion • Creative Suites: Dojo, La Communidad • Research: Environicss, Envirosell 4
- 39. QUESTIONS? You have questions. Wehave honest answers. No one knows more about the student experience in this program than us. We dare you to stump us. 1
- 40. CONTACT LEN Len Olszewski:program director (519) 972-2727 ext. 4300 lolszewski@stclaircollege.ca If you are interested in the program, or would like more information, contact Len. 2
- 41. DATA MINING! If youwould like Len to contact YOU, fill in your email address on the paper provided. We highly recommend that you come check us out! You can also find this power point on Slide Share. If you would like the link emailed to you, simply check the appropriate box. If you would like to partake in a focus group pertaining to blood donation, check the appropriate box. We will need your email address for contact. 2
- 42. SUMMARY • Great program •Awesome instructors • Excellent job prospects in a growing industry • Interactive and applicable classes (no useless learning) • Downtown campus 1
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Editor's Notes
- #3 Each of us will give a short introduction of ourselves and why we got into the marketing program, what we like about it, and what we plan to do with our diploma (what fields we plan to get into in the industry).
- #4 We will explain what the presentation is going to encompass. The bulk of the presentation will have to do with course content, the industry, and the campus itself. We will explain the ‘data mining’ as their opportunity to be contacted for more information on the program as well as the opportunity to participate in focus groups for our class projects.
- #6 We will expand slightly on the experience of the staff, and how their real life experiences in the industry add to the depth of learning in the class room. All the faculty have actually worked in the field, therefore they know exactly what it’s going to be like out there, and are not simply feeding us theories that they have never even practiced. It makes a huge difference when your instructors can bring real life examples to the class room in order to facilitate learning of concepts and theories. Gold Medals: the third year students compete in an advertising competition hosted by Cossette. They are given a real product and service, and have to develop a campaign. They present their work to industry professionals as a part of the competition. This is just one of the competitions that St. Clair students participate and excel in. Degree Completion: if you so wish, you can transfer the credits you have earned at St. Clair to complete a degree at select universities. The details are available for you once you are enrolled in the program. However, the job opportunities for someone who has this diploma are pretty good, and we have quite a few students with university degrees who decide to take the program after they have completed their degree, because it provides more practical skills. (Maria will say a few words about her personal education history, having completed a university degree in communications, and now completing the Advertising and Marketing Diploma program)
- #7 Group work is emphasized because the advertising and marketing industry demands the ability to work effectively in a group. In the end, the group work gives you the best practice for working in the actual environment.
- #8 Creative suite= photoshop, illustrator, in design, dream weaver, Microsoft= excel, word, power pointVery nice to have IT support available almost all of the time.
- #9 Students and faculty work together to secure internships. Faculty try to place students in the fields and cities of their choice, but you can’t always get exactly what you want. The best intern positions (those that are more likely to lead to employment and excellent recommendation letters) are usually in larger cities (esp Toronto), but many students do find good internships in Windsor and the surrounding area.
- #10 What do you guys think goes into a piece of advertising?Everything you learn in this program is directly applicable to the industry. You might not be able to see the connection in some of the first and second semester classes, but by the time you are nearing the end of the program, you will understand that everything is done with purpose. And that purpose is to prepare the students for the industry of advertising and marketing. We are going to use examples of different advertising communications from Red Bull to take you through some of the classes offered in this program.
- #11 This is a Red Bull print ad. The average person sees a picture with a headline. As advertising students, we see something different. We see all the planning, consumer research, creative briefing, and execution that went into this ad. There are many classes in this program that are specific to print advertising. By the end of your time at St. Clair, you will know and understand every step that goes into making an ad like this.
- #12 Intro to Layout and Design: students are made familiar with industry standard terminology in regards to design techniques, typography, colour options (CMYK, Pantones) various design tools using different mediums, spacing and layout for print advertising, the print process, paper selections etc. Students are required to create ads that are visually pleasing using basic materials (markers and tracing paper). The emphasis of this class is not on creating effective copy, but on learning the basic principles of design as they relate to print advertising. Digital Design 1 and 2: students are taught to use industry standard design software (photoshop, illustrator, Indesign) to design complex digital promotional material (ads, flyers, posters). This class is broken down about evenly in applying design tools, and in creating your own layouts, ads, posters, designs, etc. By the end of this class, students are well versed in the basics of photo shop, In Design, and illustrator. Note: this is not a graphic design course, so we cover only the basics that are needed to illustrate rough ideas for clients and creative departments, but students are given enough working knowledge of the programs to freelance if need be.Advertising Copywriting: students are challenged with creative briefs for print advertising, and design original print ads for products, services, and non-profits. Most of the learning in this class comes from actually creating the ads: the instructor guides the students through the ad creation process, and critiques the ads based on copy writing and advertising principles. Copywriting for Print Media: advertising students are paired with graphic design students and are challenged to create advertising communications (print, TV, guerrilla, outdoor, etc.) This course is based on current real world advertising agencies where teams of art directors (graphic designers) and writers (advertisers) work on assignments for the agency or client. Students are given a creative brief, and must work together to create a strategy and an advertisement that is in keeping with the creative brief. This class also gives students an opportunity to sharpen their presentation skills, since their ideas are presented to the class, as if they were presenting to the client. This is a really fun class that is set up to mimic what would go on in an actual ad agency.
- #13 This is an example of an a print ad done in the copywriting for Print Media Class. We were given a brief pertaining to floss, with the objective of increasing the use. We had to develop the target market on our own, and try to find some sort of consumer insight to make the ad work. In this case, we chose to play on the fact that people don’t necessarily like to floss (in fact some people hate it), but it is good for you whether you like it or not.
- #14 We’re just going to show you a Red Bull commercial that we think is well executed, and really speaks to the target audience. You don’t actually get to execute the creation of video commercials in this program, but you deal with all the thinking that goes into it.
- #15 Copywriting for broadcast media: Students are given a surface understanding of TV and radio production, learn industry standard terminology, and how to write for different time lengths and product categories. The image you see is an example of a radio script, completing to industry standards. We also do storyboards for TV commercials.
- #16 This is an example of a story board given to us as a template. This storyboard comes from our copywriting instructor Gord, and the commercial described was actually shot and broadcast. The work we created was a little cleaner, but followed the same format.
- #17 This is the Red Bull Stratosphere website. It’s a good example of a well done, and engaging website.
- #18 We learn how to use industry software (Dream Weaver) to build a website, that works esthetically, functionally, and from a marketing standpoint. We learn how to use the internet as a marketing tool (there are a lot of really cool things you can do online, which I’m sure you are familiar with). We learn how to write content for the web, speak to web consumers. One of the most relevant classes we have is our SEO class, which basically teaches you how to get your site to rank high with search engines (google). There are reasons why if you search a certain term some websites come up, in this class you learn how to manipulate the contents of your site so that it comes up first. Web Design 1 and 2: students learn how to plan, organize and create a web site from start to finish. There is a heavy emphasis on individual page design (with marketing principles first and foremost) and layout using the latest software (photo shop and Dream Weaver). Students are taught to use the best design practices to create the most effective and aesthetically pleasing websites. There is a focus on creativity, and in most instances students are given the opportunity to design and create a website for a topic of their choice. Integrated and Internet Marketing: Students are introduced to the challenges and opportunities presented by new digital media. Students study the internet as a medium. In our experience, we were given a real life case, with a real life client (Maple Leaf Foods), and asked to design an online strategy for the restaurant. Through an integration with the web deign 2 class, the students were briefed by Maple Leaf Foods on the restaurants objectives. Students were then broken into groups and each group designed an online strategy for the restaurant, including a web site.Writing For Web: an introductory course in creative writing skills with ideas applied to writing for the web. Students apply their creative writing skills through the creation of blog. Students must follow specific creative briefs and strategies that are set out by the instructor.Search Engine Optimization: This course addresses how to optimize both the organic and paid searches, and how to move your search rankings up. Students are challenged to create their own site (for the topic of their choice) which will go live. Once the site is up, students use SEO tools and techniques that they have learned to drive traffic to the site. The class teaches techniques (both black hat and white hat) to drive relevant (and sometimes irrelevant) traffic to your site. Students install applications onto their site that measure traffic and traffic sources, and are evaluated by their efforts to increase traffic to the site. (blogs, key words, google analytics, alt tags, meta descriptions, page naming conventions, links)
- #19 This is the home page for Maple Leaf Restaurant. It was designed by a group of students in our program.
- #20 This is an example of a website that one of the students created for the search engine optimization class. The real work is in the code, which is pictured on the right.
- #21 As the consumer, we see the end product of what comes out of intensive marketing strategies, plans, and consumer research.
- #22 We learn about the consumer, how to sell to them. We cover marketing strategy. You have to look at the product to find out what it’s unique benefits are and how to make this appealing to the people are going to buy it. In the third year classes you put everything you learn about marketing and advertising communications together to come up with a campaign for a product or service. Principles of Marketing I and II: Introduction of marketing practices. This class covers key marketing concepts as the basis for advertising and promotion activity. Topics include concept of exchange, the marketing environment, marketing decision making and research, market selection, consumer behavior, segmentation, targeting, brand positioning, brand position strategy, branding as a means of increasing value, pricing, distribution, and promotional strategies. Students are taught the basics of creating situational analyses and SWOTs.Marketing Planning I and II: Through the use of case studies, students are taught to develop marketing strategies. There is emphasis on the role of situational analysis in the planning process, and the analysis of the consumer. Students develop a situational analysis, SWOT, marketing strategy, marketing plan, and creative brief all in relation to a specific case study. The learning takes place traditionally through lectures, but also through the actual completion of the assignments. In this class, instructor feed back provides many learning opportunities. IMC Campaigns I and II: Much like the marketing planning courses, students develop an integrated campaign in accordance with a specific case. This is an advanced course emphasizing the development of focused creative strategies and the application of these strategies to the development of campaigns. Creative strategy is interpreted as a contract the campaign must fulfill through the use of variety of different media. There is a lot of independence in this course, students apply what they have learned in their previous marketing courses to the case at hand.
- #23 This is an example of a SWOT analysis that we had to do for a case on a fictional brand Best Optical.
- #24 PR: explain what PR is: explain the Red Bull News Room: most companies have news rooms, or media sites as a part of their web site where they offer information for secondary news sources to pick up their stories. They also send these news/press releases out to traditional and online media, including specialized PR sites like Edleman.Event: explain objectives of an event in general: explain the Red Bull Crashed Ice Event (quick summary)Sales Promotion: explain sales promotion in general: explain the Red Bull Sales Promotion (quick summary)Mobile: explain the red bull mobile promotion (quick summary)All classes have social media applications.
- #25 Public Relations: Marketing approach to PR, examines classic and current PR campaigns to illustrate the impact PR has on an IMC plan. Students learn how to create a press release according to industry standard formats. The documents are released to online and traditional media and can be sued to create excitement, support a brand, or manage a crisis. Students learn the important role that PR has in consumers’ perception of a brand/product company, especially since traditional advertising tends to be less trusted. Sales Promotion and Event Planning: Explore the process of planning a national sales promotion campaign, includes the written plan and creative executions for the print media aspects of the campaign to support strategies. Understand how sales promotions and events can support a brand. Students are challenged to think creatively and strategically, as well as work efficiently in groups and individually. Mobile Marketing: Learn current mobile marketing techniques that include mobile web marketing and social network marketing. Learn to recognize opportunities for mobile marketing, and how mobile can add to your IMC plan. This class gives student an in depth knowledge of mobile opportunities, which will be extremely valuable to the industry, since mobile opportunities are experiencing the largest growth, and there is a lack of people in the industry who truly understand the medium.
- #26 Red Bull knows exactly who is drinking their product. With this knowledge, they are able to shape messages that the group will respond to.
- #27 If you KNOW someone, you can talk to someone, and you can sell to them. We access different data bases that help you to determine who your consumer is. In these classes you can expect to do some research and some digging. If you have an interest in psychology, you might find these classes interesting. These classes relate to the consumer themselves and how their motivations affect their behaviors.Segmenting Canadian Society: Learning about the profiles of Canadians as defined by demographics, psychographics and lifestyles. By understanding the complex social, ethnic, and cultural diversity of Canada students learn to shape advertising messages that will be well received. The text book for this class is pictured on the right. Psychology of Advertising: Students learn the basic concepts of consumer behavior and basic psychology principles. Consumer behavior trends are used to create sound marketing strategies. Other classes will then build on this information in order to shape effective messages and strategies. Consumer Research: Students will learn how to collect and analyze consumer information. Students participate actively in the learning process, undertaking their own quantitative research. You will get to conduct surveys for a product/service of your choice.Consumer Insight: Introduces students to consumer insight and its uses in modern account planning (explain what account planning is). Students learn to understand the mind of the consumer and how it relates to their adoption of products and ideas. They will also learn to conduct qualitative research, such as focus groups and interviews. The learning comes from the doing in this class. Like many of the other classes, students actually DO what they are learning, and in this case are required to conduct an actual focus group. (ask in anyone wants to participate in CBS focus group)
- #28 Explain how Red Bull uses different media to achieve their goals. Different media can reach different target audiences and achieve varying communication goals.
- #29 All the classes related media prepare the students to plan and buy media for advertising purposes. You will learn the different forms of communication as they relate to media, the relative strengths and weaknesses of each media so that you are able to choose the best to achieve objectives. There is a need for basic math skills, since you will be learning how to manually cost media placement, and develop costing equations and rating points. You will learn how to plan a media execution based on marketing objectives. The latter components of this course are based on the knowledge you have learned in your marketing classes. Finally, you will be introduced to media sales for traditional and digital media platforms. Students learn to use consumer data bases like PMB, and media data bases such as ComScore, Neilson, and BBM. These are the same data bases that the industry uses, so the learning and information is very relevant. The New Media Planning course is particularly important because the field of new media is experiencing the most growth of all other media platforms, therefore, knowledge of this media will be a definite advantage when we are in the actual industry.
- #30 This is an example of media blocking chart we were required to create as a part of a media plan. This type of plan is used in the industry to give clients and media buyers/planners a quick visual that informs them how the brand is supported throughout the year.
- #33 The students are given several minutes to complete this assignment. Each group will be asked to present (about 90 seconds). Students will be given candy for their efforts (it IS Halloween). We will explain how the activity they just completed is very similar in form to many of the assignments we are given. This is a program that focuses on creative and strategic thinking that is based on sound knowledge of principles.
- #36 Awesome restaurants, shopping, the new aquatic center in within walking distance
- #38 You can go in many different directions with this diploma. Most job opportunities involve excellent potential for growth.
- #39 Brief explanation of each of the fields and the examples of some of the places you might land a job.
- #40 We will answer student questions about the program.
- #42 If students are interested in the program and would like to leave their information, the college will contact them. They can get further information about the program from the faculty and the program director, can arrange a tour of the campus, or can sit in on some classes. We will explain the purpose of the focus group to the students, and how it relates to our classes at St. Clair. We will explain that we aren’t actually ‘data mining’, we just used this title to create interest.