TASK
Develop a marketing campaign to promote RIT CAB's FreezeFest events.
SKILLS
Marketing Strategy, Motion Design, Website (HTML/CSS/JS) Design, Product Design, Branding
DURATION
12 Weeks
SOLUTION
The FreezeFest Quests is a digital scavenger hunt that incentivizes students to go to FreezeFest events, marketing them by increasing brand awareness.
INTRO
FreezeFest is one of the Rochester Institute of Technology's major festivals, and the College Activities Board plays a key role in planning events for the festival, as well as designing the FreezeFest brand.
My role was to develop the primary creative strategy to market the events for the festival.
IDEATION
AND PITCH
AND PITCH
In planning the creative strategy, I outlined the goals and outcomes of the marketing campaign, and brainstormed different ways to engage our audience, and creative ways to promote the different events.
I developed a main concept of a gamified scavenger hunt that rewards students for going to different events, and planned to develop brand awareness by creating the world of "The FreezeFest Quests" to emphasized the gamification of the marketing strategy.
I also wanted to incorporate behind the scenes footage of what goes into planning FreezeFest to introduce the CAB brand to those unfamiliar with our organization, primarily first-year students.
From these ideas, I assembled a pitch deck and discussed my ideas with the creative team at CAB for their feedback on direction.
DELIVERABLES
After presenting my pitch deck, I took my coworkers feedback and worked through different deliverables that would be needed to fully realize the campaign. The main components included:
1. The FreezeFest Quests Website Design
2. A set of motion graphics and animations
3. A full set of scavenger hunt rules and prizes.
To help organize the work, I developed a masterdeck of materials that would be needed for the campaign.
TAKEAWAYS
The marketing campaign was incredibly effective- there was an increase of 25% in attendance of events compared to the previous year. It was apparent that the prizes and giveaway items were most effective in creating hype around the events.
The website was useful for our collaborating partners, as well as for our event organizers, to help keep track of schedules. This was surprising to me as the primary audience was meant to be for students, but it did not seem that most people used them to find out what events were happening on campus.
The use of Instagram in our marketing strategy was effective during the weeks of the festival, but potentially the build up to the week was too drawn out, and if doing this again, I would reconsider the content strategy.