This document describes a marketing project for California University of Pennsylvania. The target audiences are Pennsylvania high school students aged 16-18 and their parents aged 35-60. Photographic materials were created using Adobe software to promote the university's rich cultural and academic life. Market research involved interviewing high school students to understand their perceptions of college. The solutions utilized colorful photographs of real university students and activities to generate appeal and reflect campus life.

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RJTHOMPSON BOOK FOUR

3. RJTHOMPSON CALIFORNIA UNIVERSITY OF PENNSYLVANIA
[ NARRATIVE ]
Project Title: Target Audience:
Cal U Marketing Applications Pennsylvania high school students ages 16-18 and
parents ages 35-60.
Media Used:
Adobe Photoshop CS4 Concept:
Adobe Dreamweaver CS4 Create visually appealing promotional materials
Adobe InDesign CS4 that details the college’s rich cultural and academic
Photography life. Use color in a way that competitors do not to
exude energy and forward-thinking innovation in
Research Criteria: academic and student life.
Research included visiting local area high schools
and interviewing classes of students aged 16-18 Solutions:
years old seeking insight into what their percep- Utilized strong photographic situations full of color
tion of college should be. Results of research and life, and to a certain extent honesty to reflect
utilized in creating a revitalized brand for the cli- the rich cultural and academic life at California
ent, specifically a dramatic shift into using more, University of Pennsylvania. Strong photographic
brighter colors to generate appeal. results that use real students produce a point of
relation that is crucial to the attainment of potential
students, parents, and even faculty.

4. RJTHOMPSON CALIFORNIA UNIVERSITY OF PENNSYLVANIA

5. RJTHOMPSON CALIFORNIA UNIVERSITY OF PENNSYLVANIA