CREATE YOUR REALITY
The Art & Design department needed a new outreach strategy. We gave them a story.
Let's be honest. When you're a senior in highschool, you get enough college mail in one week to save a forest. You're the Mail King; and the mail king doesn't keep peasant parcels. So knowing that, a college would want to send their best offering to all potential applicants right? Well... that would be ideal, but unfortunately most colleges can't afford to impress everyone, only the people who matter. That's why we devised a two-part strategy.
The first thing to be mailed out is a package containing a postcard and a building kit for a miniature Laird Norton (the building that the WSU Art & Design Department is eventually moving into). The kit is interesting enough to snag a creative high schooler's attention, but not nearly as expensive as a book. The enclosed, stamped postcard contains a short survey for the future student to fill out and return to the school. This not only provides feedback on the current demographic, but gives the school a more narrow audience to send out a book to. The process allows the department to cast a wide net (because who knows where those creative youngsters are hiding) and then target the students who show interest in the program and wow the socks right off those mail kings.
You might have noticed that I'm using the pronoun 'we' instead of 'I' and if you haven't... well, you have now. By 'we' I'm referring to Voyage Studio, my campaign team for the class this project was a part of. In this course, we took on twelve live clients in one semester and competed in teams or individually for the project. It was aggressive, but valuable. The pieces I've showed you so far have been the work of my two partners. What I'm about to show you, is my contribution.
Please do take the time to read the book, if you could. Part of my skill set is creative writing and in this case, it is as much a part of the design as the graphics and layout strategy. After receiving postcards back from the students, these books would be sent out to those individuals. This is no mere advertisement, mind you, it is interactive and personal. It is created with the student's emotions and character in mind. No, it's not just a department promotion, it's a story. Your story, actually! Enjoy-