Here are some key insights about the target audience based on the provided information: - They are empty nesters between 55-65 years old living in suburban or rural areas - They have disposable income and are looking for new experiences - Their entertainment consists of low-key activities like cooking, gardening, reading, and watching TV - They still engage with traditional media like newspapers and daytime TV - They also spend a significant amount of time online and on mobile devices watching videos - When traveling, they prioritize relaxation over structured plans and prefer exploring new places The target seems like an independent and active couple looking for inspiring yet relaxing escapes. Alaska could appeal to their sense of adventure through visual content in their preferred

1. GABY ESCOBAR
Communication Strategist
FinAl REviEw
Major in Advertising - Account Planning
ID # 02510600
May 16th, 2011

2. GABY ESCOBAR
510.220.5411
escobargaby@gmail.com
www.gabyescobar.com
@gabylinda

4. Table of
Contents
About me 4
Resume 6
Mobile Me 10
Following the Natural Road 16
Mrs. Alaska 20
Food Network 32
Blurb - Media Topline 40
University of Phoenix - Digital Media 50

5. About
Me
4

6. San Franciscan by choice.
Venezuelan by birth.
Addicted to information. Learning is my drug.
Passionate about audiences. Media junkie.
Digital? Mobile? Search? Display? All of them.
Account Planner? Media Planner?
COMMUNICATIONS STRATEGIST.
5

7. My
Resume
Gaby Escobar
Communication Strategist. Media Planner.
Objective:
A position as a junior communications strategist or related entry level position within
the media department of an advertising agency.
Related Coursework: Media planning, advertising research, creative planning, strategic planning,
art of presentation, online and offline media and digital media planning.
6

8. Education:
M.F.A., Advertising with focus in Account Planning. Academy of Art University, San Francisco, CA. 2011.
International Diploma Program, Marketing and Business. University of California, Berkeley, CA. 2007.
B.A., Communications. Universidad Catolica Andres Bello, Caracas, Venezuela. 2006.
Experience:
Marketing and Communications Executive at Kirsen Technologies, Berkeley, California.
February 2008 to December 2008.
Directed competitive analysis for Kirsen Medical Technologies and Kirsen Global Security.
Established and maintained relationships with venture capital agents, angels and private investors.
Researched client insights to back up strategic development for new business.
Marketing Intern at Pacific Soybean & Grain, San Francisco, California.
September 2007 to December 2007.
Client Executive at Burson Marsteller, Caracas, Venezuela.
May 2005 to August 2006.
Clients: Diageo’s Smirnoff Ice & Johnnie Walker. Unilever’s Dove.
Directed editorial campaigns for Johnnie Walker and Smirnoff Ice.
Developed press kits and press releases for Johnnie Walker’s Black Label campaign.
Responsible for the strategic plans application for Johnnie Walker’s Black Label.
Involved in general media relations for Diageo’s Smirnoff Ice.
Corporate Communications Intern at BBVA Banco Provincial, Caracas, Venezuela.
November 2004 to February 2005.
Other information:
Fluent in English and Spanish with a basic knowledge of French.
PC and Mac friendly
Highly proficient in Microsoft Word, Power Point, Excel applications,
Adobe Photoshop, Illustrator, InDesign and Final Cut Pro.
7

9. My
Work
8

10. A lot of research.
A bit of strategy.
And a glimpse of media.
Full oF ProBlEM SolvInG.
9

11. Mobile
Me
Personna. Me Map. Insight.
10

12. My first “planning” project. My first challenge.
Not a mind map nor a cultural map but a combination of both. A me map.
The past and the present of my MoBIlE lIFE
11

13. 2009
“Apple’s new iPhone 3G: Still not perfect, but really close”
USA Today. July 10th, 2008.
“Now that the Applications store is up and running,”
The Guardian. July 26th, 2008.
“In a few short hours, you will be able to download the native Skype
iPhone client and install it on your iPhones and iPod Touch devices”
Gigaom.com. March 30th, 2009
12

14. My IPhone, my apps, my life Because a picture says a
thousand words… And
because my account
An easy way to feel like planning professor says
if I was in my country… that I should always
without the troubles of carry a camera…
buying expensive airline
tickets.
I really care about news…
And what is happening
out there… Even stupid
Because my mom…knows and banal entertainment
nothing about Facebook… news… like who is getting
and international calls are married and who is
kind of expensive… pregnant!
She talks a lot!!
I need to know how are
Love to be informed of things in my country,
what is happening out specially now that the
there… Almost at the political and economic
same moment things are situations are not stable…
happening! And besides I like reading
in Spanish..
It’s nice!
This is super necessary…
Although I don’t talk on the As you can see I don’t check I love music and all those
phone as much as I used to my email account too memories that come to my
do it ( I prefer texting)… A often… I’m subscribed to mind when listening to
phone call is still the hundreds of publications… certain songs…
standard way to And at the end I read none My playlists describe my
communicate of them, if they have past, my present and my
Twitter… I’ll read their future!
tweets 
13

15. 2011
“Google Android phones are finally hitting the market en masse.”
CnET.com. october 8th, 2009
“Mobiles ‘not for phone calls’ . Web surfing and texting now more
important than calls, according to new survey”
The Telegraph. March 18th, 2011
“91% of mobile internet access is to socialize. 86% of mobile internet users
are using their device while watching TV.”
comScore 2010 Mobile Year in Review
14

16. My IPhone, my apps, my life I still think an image
-2011- says more than a
thousand words. Now it’s
Because the first thing Because an
easier to make those pics
I do is check- in . image is
look “professional”.
Now I have the need to tell worth a
What’s better that a
everyone where I am, trendy, old style bunch
thousand
of memories.
where I was and most
importantly with whom. words
When someone invites me
somewhere, I need to Yelp
it . That is why it might
I don’t need a Skype app.
take a while before I reply
I have a Skype to go
to a text.
number. But I still need
an app to talk with all
those BB only friends.
Venezuelans are addicted
to BBM.
Addicted! My boyfriend
hates this game. But it’s
the best! I am very sorry
if I interrupt a special
Because I follow too many moment. But my bakery
people and tweets have a needs me. Now!
short life. Hash tags and
their search columns help
me organize
my Twitter-land.
I’m sorry iTunes but I no
longer buy music from
you. Pandora is the day’s
I still prefer texting but choice. In the city there is
my mom doesn’t. So 3G everywhere. If I
Skype to go solves that No unread emails now.
As a job hunter I’m happen to be in an
problem. I also call more. I unfortunate “no 3G
guess I am a little bit checking emails all the
time. Maybe that perfect zone”, iTunes will come
more impatient now and I to the rescue.
can’t wait for a text. opportunity will be in my
inbox.
15

17. Natural
Road
Social and Cultural Trends. Research. Infographic.
16

18. FOLLOWING THE NATURAL ROAD
Today everything is organic, natural, green or eco-friendly.
It seems the marketplace is divided into 2 segments:
the inexpensive tasty products that are perceived as unhealthy and the not so tasty
expensive products that are perceived as healthy.
But what are consumers perception of natural foods and why are they buying it?
Original Layout. 14” x 8”
The objective was to collect information about “natural” trends.
Monitor cultural and social trends related to the concepts of natural and
organic and later condense results in an easy to read document.
INFLUENCERS AND PUBLICATIONS were considered as
sources of information for this project.
17

19. FOLLOWING THE
NATURAL ROAD
Today everything is organic, natural, green or eco-friendly.
It seems the marketplace is divided into 2 segments:
the inexpensive tasty products that are perceived as unhealthy and the not so tasty
expensive products that are perceived as healthy.
But what are consumers perception of natural foods and why are they buying it?
18

20. The celebrity impact
Celebrities make a huge influence in trends to follow. We can see in TV, online and in magazines how this celebs and
their “healthy/organic/green” lifestyles are the fashionable way to be.
On the other hand, reality shows like Food Revolution and Biggest Loser (4.0 rating), broadcasted in national tv
portray the hurtful and shocking consequences of bad eating habits.
Mashable
http://on.mash.to/9RKTZ4
Natural beats Organic
“Cheese labeled “natural” represents 69 percent of all cheese sales and 32 percent of all “natural” food and beverage
sales.
Beer labeled as “reduced calories” accounts for half of all beer sales and 41 percent of sales of food and beverages
labeled as such 54 percent of all cereals are labeled as “whole grain” and cereals make up 40 percent of all foods de-
scribed as such”
BrandWeek
http://bit.ly/dKcAaq
Where mother nature goes to shop
“Natural and organic foods are available in more than seven in 10 retail food stores (72 percent), according to
shoppers surveyed in FMI’s U.S. Grocery Shopper Trends,2006. Surging demand for natural and organic products has
transformed a small market niche into a double-digit growth sector. U.S. sales of such foods
and beverages reached $28.2 billion in 2006, according to the Nutrition Business Journal.”
Wild oats and Whole Foods Supermarket are exanples of these natural stores
Food Marketing Institute
http://bit.ly/awT0fb
When is fast is pricey
Fast food is expensive “Convenience will save time, but not save money. Supermarket alternatives are often cheaper and
healthier, but they take more time to prepare”
NielsenWire
http://bit.ly/citAyc
Healthy wallet
“Although organic foods often cost more than non-organic, supermarkets offer several healthy alternatives for a
given food item at the same price.
Even the higher-priced natural food channel managed to hold overall price increases to just 1.4% for the year end
2009, according to SPINS”
NielsenWire
http://bit.ly/citAyc
SENSITIVE HEART
“Dollar sales for all products featuring cholesterol claims dropped 5% to $10.6 billion. The uptick in effective statin
drugs used to lower cholesterol may be a primary contributor to the decline in popularity—a trend to watch”
NielsenWire
http://bit.ly/citAyc
19

21. Mrs
Alaska
Brief. Consumer Segmentation. Audience. Research.
20

22. First full campaign assignment.
The Board of Tourism of Alaska was a client with a problem.
The problem? No one goes to Alaska unless they are in a cruise trip.
The state wanted to increase their annual visits by encouraging tourists to
VISIT, STAy and ENJOy the state.
21

23. The
Brief
22

24. Why does our client need to connect with people?
Because the state is stereotyped as a cruise destination
but has so much more to offer than just one day of glacier sightseeing.
What is the connection going to accomplish?
The connection is going to reposition the state as a fascinating and exciting
travel destination worthy to experience for more than one day.
Who are we going to connect with?
Empty nesters between 55 to 65 years old with a 70K+ HHI.
Suburban and rural area residents.
What are the most insightful things we know about them?
They want to do something different and interesting. They don’t want to travel internationally
but they want to go somewhere different. They want to experience exciting activities
that are not to physically demanding but are visually captivating.
Single most effective idea
ALASKA - A VISUAL FEAST
Tone: informative, exciting, amazing, wonderful, bountiful, fascinating.
Preferred media
Daytime TV, print (gardening, cooking, fishing and hunting magazines
– daily local newspapers-), online (lifestyle blogs and sites).
What else is there to know that supports this situation?
Alaska is an amazing place that offers a variety of interesting activities:
Camp near grizzly bears in one of the eight Alaska’s national Parks.
Watch polar bears, bald eagles, humpbacked whales and moose all in a day of wildlife viewing.
Enjoy a spectacular day doing fly-fishing, saltwater fishing, freshwater fishing and even ice
fishing in one of the most spectacular locations in the world.
23

25. The
Product
Beyond the description of the state and its touristic attractions. Alaska
gets humanized by the creation of a charater - Mrs. Alaska-.
The purpose? To inspire and guide a more effective strategy
and creative work.
24

26. MRS.
alaska
Imagine a delightful lady lost in time.
she wants to pamper you and give you everything you ask.
You are unique and special for her and
She will be your accomplice in all your adventures.
25

27. The
Target
MRI Data with a twist.
Beyond demographics, psycographics and household incomes.
Lets think of the target as a real person, what they would do
during the day and where would they like to go.
26

28. Boomers
Why suburban and rural residents?
Because they are 94% are more likely to be between
ages 50 to 60
GfK MRI Doublebase Data 2008
and
Why 70K+?
According to Ad Age only 10% of baby boomers are likely
to earn more than 100K a year.
Ad Age Insights. 50 and over: What’s next? April 2011
Why TV, print and online?
Because they don’t spend too much money going out
for dinner, going to the movies, etc. They are retired or
planning to retire with a part time job. Their
Alaska
entertainment activities consist of baking, gardening,
cook, read, surf the web and watch TV. Because they are
part of an early generation they still have affinity for TV.
They also watch movies and videos online and in mobile
devices, sometimes even more than Millennials and
Gen X, according to Google Data of September 2010
they spend an approximate 189 hours a month watching
movies and videos online.
Ad Age Insights. 50 and over: What’s next? April 2011
About Traditional Media
Late boomers living in suburban areas are 14% more
likely to see daytime TV and are 24% more likely to read
daily and Sunday’s newspaper.
GfK MRI Doublebase Data 2008
About Online and Mobile
According to eMarketer older boomers (ages 56 to 65)
spend 36.5 hours online per month in 2010. eMarketer
also estimates 86.9% will have a mobile phone this year,
and 16.9 million boomers will access the internet from a
mobile browser or installed app
eMarketer.
http://bit.ly/hhX1b1
27

29. Seven in 10 Baby Boomers who have taken a
BOOMERS domestic vacation in the last 12 months or a
foreign vacation in the last 24 months report
that complete relaxation is the most key factor
in an enjoyable vacation.
and According to the U.S. Travel Association, Baby
Boomers accounted for more than a third of
leisure travel in the U.S. in 2008, which means
TRAVEL
that this group was, to a degree, invested in
travel despite the economic situation—more so
than any other generation
Nearly nine in 10 Baby Boomers say they prefer
to create a personalized travel itinerary rather
than join a pre-planned tour, and six in 10 say
they prefer traveling to new destinations rather
than returning to a familiar one
Close to three quarters of Baby Boomers who
have taken a domestic vacation in the last 12
months, or a foreign vacation in the last 24
months, traveled with a spouse or partner,
while roughly a quarter traveled with children
age ten or less.
Close to three quarters of Baby Boomers who
have taken a domestic vacation in the last 12
months, or a foreign vacation in the last 24
months, traveled with a spouse or partner,
while roughly a quarter traveled with children
age ten or less.
Mintel. Baby Boomers and Vacation. December 2010
28

30. Late Boomers in suburban areas are..
On Media…
43% more likely to read fishing/ hunting magazines.
Likes
14% more likely to see daytime TV
24% more likely to read Sunday newspaper
On Politics…
and
23% more likely to think of themselves as very
conservative
14% more likely to think of themselves as somehow
conservative.
dislikes
On Leisure…
53% more likely to schedule leisure activities like
birdwatching.
25% more likely to have gone to camping trip.
25% more likely to admit they like to make things
out of wood or metal
On Travel…
21% less likely to have a valid passport.
13% less likely to participate in a frequent flyers
membership
And…
50% more likely to have cats
41% more likely to have dogs
GfK MRI Doublebase Data 2008
29

31. The
Creative
“Just you & ALASKA”
Client: Alaska Board of Tourism
Art Director: David Pham
Copywriter: Tuan Le
30

32. Magazine spread
with sound
(Clip activates when
the page is opened)
Magazine plastic cover
IPhone App
“Alaska live”
(Connect users to live
video and audio feeds
of Alaska)
31

33. Food
Network
Brief. Creative Research. Campaign Testing.
32

34. Food Network was presented as a “safe network”
who needed to update its image.
The idea was to attrack a more edgier and younger audience.
The project also required a testing of the creative work
and a ‘case study” type AnAlySIS.
33

35. The
Brief
34

36. Why does our client need to advertise?
Food Network needs to move away from its image as a safe channel for all demographics,
especially older people, in all kinds of settings (e.g., doctor’s office, car dealership) and focus
a bit more on a younger, trendier demographic.
What is the advertising going to accomplish?
We need to create an edgier image that is attractive to a younger demographic of foodies
without completely alienating its current audience.
Who are we going to connect with?
We need to connect with hyper-passionate food lovers between the ages of 18-34. This
demographic not only has a large amount of disposable income (up to $3K extra per month),
they are also more likely to spend than save—especially those who cook for both pleasure
and praise.
What are the most insightful things we know about them?
Young foodies have developed a whole new approach to their lifestyle. This demographic
sees their love of food and food products as a status symbol, in the way that fashion and
accessories are to “fashionistas.” Most
importantly, they identify with the adrenaline rush of the culinary world, and are attracted to
the food industry for its nonconformist subculture, proximity to fire and wielding of knives.
Single most effective idea:
COOKING AIN’T FOR SISSIES!
Tone: Humorous, edgy, trendy, exciting, attractive, upbeat and totally in your face.
What is there to know that supports this message?
young foodies not only love to dice, chop and grill, they also love the thrill of competition,
especially if there’s a chance someone might chop off a finger or light something on fire.
The “Gastrosexual” trend is growing between foodies making young cookers feel attractive
and cool.
35

37. The
Testing
36

38. COOKING DIRTY
The Creative Work
Sex + Food
Is this the perfect combination to generate young
foodies attention towards Food Network?
According to this research, majority of food lovers
between 25 - 34yrs old enjoy watching cooking shows,
think cooking is exciting and fun, and believe cooking skills
are helpful to impress someone from the opposite sex.
“when you read it is really funny!
but it looks boring”
“I saw it and i didnt’t want to read it, but then
I started and it was super interesting...
the recipe was full of sex jokes”
“I will love this to be an application or facebook
thing, where you can send dirty sexy recipes to
whom ever you want... haha imagine a
Food Network sex recipe generator!”
The Research
The quantitative research consisted in two questionnaires:
pre and post creative work.
After the questionnaires, the qualitative research
-In-depth interviews- were focused on getting insights
from the sample.
Results & Recommendations
The group finds the “food+sex” idea interesting and funny.
The visual layout is unattractive and the copy is too long for
a print ad.
87.5% thinks the campaign is funny We recommend applying the idea in mobile and interactive
57.1% says the print is clever vehicles such as website and mobile applications.
Research by Gaby Escobar
28.6% thinks the copy is long and
escobargaby@gmail.com too complicated
37

39. The
Study
38

40. FOOD NETWORK
Because Cooking ain’t for sissies!
The Case Study
Study by Gaby Escobar
Illustration by pocketcookie
39

41. Blurb
Media Plan. Social Media Strategy. Competitive Analysis.
40

42. The objective was to develop a media plan with
an emphasis on social media tools.
The purpose was to create awareness within the young creative crowd and
DIFFErEnTIATIon from the client’s competitors.
The project was created for and presented to the VP Online Marketing of
Blurb Inc., Lauren Pattison.
41

43. The
Deck
Check the full presentation at http://goo.gl/k2oWj
42

44. Planning Parameters
Objective:
• Create brand awareness within the young creative audience.
• Generate costumer retention.
Target Audience: Creative enthusiasts between the ages of 18 to 34.
Dates: February to May 2011.
Digital Media Approach:
 Promote competition between students in the creative field by using Blurb
platforms.
 Connect with the young creative crowd by facilitating their professional goals.
 Create a bond between the brand and the target.
43

45. Target Audience
Young creative enthusiasts between 18 - 24
• 75% of young adults enjoy looking at pictures online and 38% enjoy reading blogs.
• 51% of young adults between 18 – 24 enjoy taking risks and 34% stand out in a crowd.
• This audience is the most eager to take advantage of free or inexpensive entertainment that
can be found on the internet (e.g. YouTube).
• They are also more likely to be open-minded risk takers and like the idea of unearthing new
trends to share with friends.
• Young adults often place greater value on innovative designs and concepts. Mintel’s survey
indicates WOM campaigns are more likely to influence young adults than older Americans.
• Family, friends and coworkers can have a significant influence on one’s decision-making,
especially among young adults who have not already formed salient preferences in various
product and service categories.
Sources: Mintel’s Young Adult Leisure Trends - US - November 2009
Mintel’s Word of Mouth and Viral Marketing - US - April 2009
44

46. Target Audience
Young creative enthusiasts between 18 - 25
65+ 55-64 45-54 35-44 25-34 18-24
Young adults also
I am a trendsetter among my friends
tend to spend
more time
blogging,
micro-blogging People like to buy the things that I buy
on sites like
Twitter, or
participating in online I like to try different products and then
recommend the good ones to my
communities, friends
and this can lead to
recommendations.
0 1 2 3 4
Agree
Disagree
Source: Mintel ATTITUDES INDICATING INFLUENCERS (MEAN), BY AGE*
45

47. Competition
• Strong brand awareness. • 2006 • “Kodak Family”
• “Easy to personalize and • Friend publishing solution • For anyone who want to
be creative with your for writers who don’t make a creative intimate
memories”. want the hassle of an photo gift.
• Digital photo storage. editor or publishing • Focus on photobooks and
company. calendars but offers a
• Photobooks (categories by
occasion) and Videos. • Publishes a very wide range variety of products.
of subject matter. • Attractive prices and
• Strong social media
presence (Youtube • Print on demand for promotions.
Channel, Twitter, Facebook, conventional books. • Paid photo storage.
Blogs, Shutterfly Share). • No storage. • Low product quality.
• Strong search strategy. • International presence.
• No profit for the author. • Profit for the author.
46

48. SWOT Analysis
Blurb
Strengths: Weaknesses
-Currently Blurb is the only creative publishing -Limited awareness.
service that offers high quality bookstore books. -Not professional enough for writers.
-Opportunity to create profit with the Blurb -Not cheap or easy enough for general crowd.
Bookstore.
-Easy to use software – Blurb Book Smart® and
Bookify™
-Support from the Blurb community - Blurberati
Blog and Blog Forums.
Opportunities Threats
-According to a 2009 Market Report from -More and more Print on Demand solutions are
FutureSource Consulting the photobook market value becoming available.
will reach close to $540m US dollars by the end of -Growth of the tablets market and the possibility of a
2010. future where print becomes obsolete.
-The Print on Demand market will continue to grow in
about 20% next year.
-More and more creative professionals are looking for
an easy and affordable solution to publish.
47

49. Media Strategy & Potential Partners
Connect
Brand presence in blogs
Bond
and sites that relate to
Partner with art and
the audience in a
portfolio schools.
Promote creative professional
Partner with student or
level.
Focus on social media young professional
and publishers attractive competitions.
to the young creative
audience.
48

50. Social Strategy
Website
Make your OWN BOOK!
YouTube Channel Blog
Tips, events and How-to and event news.
testimonials.
Twitter Facebook App
Updates of sponsored Notification of upload or
events and videos. published books.
49

51. University of
Phoenix
Media Strategy Analysis. Digital Media. Ad Placement.
50

52. The objective was to do an analysis of the
DIGITAl MEDIA STrATEGy of University of Phoenix.
The purpose was to identify the reasoning behind the
media placement and types of ads used, purely based on pattern recognition.
51

53. The
Deck
Check the full presentation at http://goo.gl/n0Bgl
52

54. UNIVERSITY OF PHOENIX
Analysis of a digital campaign.
Strategy, media and placement.
53

55. UNIVERSITY OF PHOENIX
WEBSITE: WWW.PHOENIX.EDU
54

56. UNIVERSITY OF PHOENIX
WEBSITE REVIEW
 Simple and clean
 Very “corporate” and serious look
 Offer information about programs, faculty and
academic systems.
 Testimonials are the focus point of the home
page.
 Tuition fees and finance info are also highlighted.
 Target:
 Potential students in a 25 – 45 yrs old age group
 Household Income 45K+
55

57. UNIVERSITY OF PHOENIX (#1)
TMZ
56

58. UNIVERSITY OF PHOENIX (#2)
USA TODAY
57

59. UNIVERSITY OF PHOENIX
COMMENTS FOR ADS #1 & #2
 The style of ad is a simple banner located usually on the middle of a
news page.
 Simple animation style
 Very clear and simple design using the colors of the brand.
 Informative purposes with a call to action “Start today”
 The type of publisher can be categorized as news & lifestyle with a
wide target that captures:
 Adults between the ages of 18 to 45 with a household income of
35K+
 This is basically everyone who graduated high school
 The type of publisher is not necessary attractive to an “educated
audience”, although they might have readers with Bachelors
degrees.
 The landing page is clear and simple offering more information about
the programs and details about the teaching style and educational
opportunities at the University.
 Chat now
 Learn more
58

60. UNIVERSITY OF PHOENIX (#3)
GQ
59

61. UNIVERSITY OF PHOENIX (#3)
DETAILS
60

62. UNIVERSITY OF PHOENIX
COMMENTS FOR AD #3
 The style of ad is a simple banner located usually on the middle of a news
page.
 Simple animation style.
 Use of the brand colors although the type seems more refined.
 Mention of two specific publishers “ The New Yorker” and “Vanity Fair”:
 Partnership
 The ad can be found just in the online sites of the Conde Nast publications
 Awareness and Call to action “Get involved”
 The type of publisher can be categorized as fashion & entertainment with
a wide target that captures:
 Adults between the ages of 25 to 45 with a household income of 65K+
 With a Bachelor degree and currently working.
 This is not for people looking for an academic program, this is for adults who
want to discuss certain national problems, like education.
 The landing page is not University of Phoenix; it’s the publisher’s Vanity
Fair. (Is this a Conde Nast effort using University of Phoenix as a partner
or the other way around?)
 Simple and stylish
 Offers a daily question that encourages public discussion
61

63. UNIVERSITY OF PHOENIX
62

64. UNIVERSITY OF PHOENIX
SUMMARY
 Website and landing page are very similar.
 Only difference is layout and presence on Faculty and School news.
 The ad looks somehow cheap and cluttered.
 Sometimes it can pass as an old style banner normally used by spam and
online scams.
 The official website has a very clean look that we can associate with a young,
up to date institution.
 The landing page is something in between website and banner:
 Is not interactive, looks boring.
 Gives information step by step. They don’t display all the information as
they do on the website.
 The process ad – landing page is fluid and it makes sense
 Some who is interested in the UP and wants to find out about the University (and their
identity) will Google it and the search results will direct them to the official website
 The ones that find the online ad attractive, might be because of the program offerings and
the landing page provides information just about that.
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66. What do you think?
Approved or Disapproved
Let me know:
510.2205411
escobargaby@gmail.com
@gabylinda
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