Brand Awareness Campaigns for U of A North and South Campus Recreation
University of Alberta, Campus and Community Recreation (CCR)
Multi-phase Brand Awareness Campaign for North and South Campus, ‘My Move. My Moment.’
Services: See Below Under Project Details
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Campaign: ‘My Move. My Moment.’ #MyMoveMyMoment
Inspired by CCR’s unique, diverse and authentic student and community members, this multi-phase campaign seeks to express CCR’s mission to facilitate and deliver leading-edge programs, events, services and facilities for their students, staff, and community members.CCR, U of A’s recreation programming service departments, requested a multi-phase brand awareness campaign targeting two different demographics. U of A campus recreation departments include: Aquatics, Climbing, Club Sports, Curling, Dance, Group Fitness Classes, Nutrition and Campus Fitness Gyms, Intramural Sports, Martial Arts, Sports Skills, Youth Programming.
There are two campaign phases with sequential launches on North and South Campus — as there are two distinct target demographics on each Campus.
Target Demographics
1. North Campus Campaign (Phase One):
University Students using North Campus recreation services/facilities2. South Campus Campaign (Phase Two):
Community Members/Families using South Campus recreation services/facilitiesCampaign Goals
The main goal of the campaign is to enhance awareness of the CCR brand in the minds of its target demographic by demonstrating unique, positive customer experiences participating in CCR services (‘move moments’ that inspire and empower exceptional life experiences through recreation, sport and wellness) .
Art Direction
Visually, the campaign goals are depicted through close-cropped, photographic imagery highlighting the subject’s facial expression, emotion and body language as they experience the benefits of recreational activity offered by CCR’s programming and facilities (genuine feelings of accomplishment within — Ex. expressions of endurance, perseverance, satisfaction, joy, excitement, contemplation, comradely, triumph, inspiration, engagement).‘Selective color imagery’ is digitally applied to each advertisement/photograph background (CCR Gold and/or black and white) to enhance and capture the customer’s unique ‘move moments’.
The copy is kept minimal: ‘My. Move. My Moment.’ tagline — often accompanied by a simple ‘call-to-action’ to learn more and visit CCR’s website (’Find your move moment at uab.ca/recreation').
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• Campaign Concept Creation, Planning, and Production Scheduling
• Print and Digital Design Production
• Photography Shoot Production: Volunteer Photo Shoot Model Casting, Model Call Time Scheduling, Photo Shoot Story Board/Art Direction, Photo Shoot Location Selection, Location Scheduling and Staging, Prop and Model Costume Facilitation, Photography Selections and Final Approvals
• Photography Editing - All Ads
• Copywriting: Campaign Tagline, Ad Copy
• Art Direction: Photo Shoots (Crystal Puim Photography; Recreation Guide Design - Campaign Ads (Backstreet Creative)
• Paid Advertising Facilitation: Pattison Advertising (South Campus LRT Transit Campaign), Social Media Paid Ads
• Building Signage Installation Facilitation: SUB Print, Campus Design and Print Solutions, Pattison Advertising (South Campus Campaign Phase)
• Budget and Accounts Payable Management -
Advertising Mediums for North and South Campus Campaigns (Digital and Print)
Internal Campus Mediums:
• Campus Wide Televisions/ Digital Advertising Network (Student’s Union TV) - 1080 x 700 px, 1150 x 865 px, 1920 x 1080 px
• Vertical Free-standing Banners - 36 x 72 "
• Horizontal Hanging Banners - 72 x 36 "
• Window Decal Installations - 160 x 56 "
• CCR Website Landing Pages, Main U of A Homepage Ads, CCR Digital Recreation Guide
• Social Media - (Instagram: 1080 x 1080 px, Facebook: 1200 x 630 px, Stories: 1920 x 1080 px, Twitter: 1024 x 512 px), Free Posts + Paid Ads
• Promotional Gear: T-shirts, Water Bottles, Bags, Balls (Produced by Elite Promotions)Additional, Paid Advertising Mediums for South Campus Campaign Phase (Digital and Print)
External campus/community targeted, Pattison digital and print LRT Ads — the campus is located on a major transit station hub:
• Pattison Digital Wall Matrix (LRT Stations) - 1920 x 1080 px
• Pattison Digital LRT Underground Station Network - 1080 x 1920 px
• Pattison LRT 28 - Train Interior Posters - 20 x 27 "
• Pattison LRT 42 - Exterior Platform Posters - 42.5 x 58.25 "
• Pattison LRT 47- Exterior Platform Posters - 47 x 68 "
North Campus Campaign (Phase One)
Target Audience: University Students using North Campus recreation services/facilities
Advertising Mediums: Internal Campus targeted, digital and print
Example Campaign Materials for North Campus Campaign
CLICK THUMBNAIL IMAGES BELOW TO OPEN LIGHTBOX GALLERY
*Art Direction for Rec Guide in Collaboration with Backstreet Creative
Example Ads for North Campus Campaign
CLICK THUMBNAIL IMAGES BELOW TO OPEN LIGHTBOX GALLERY
Examples of all dimensions and mediums for each photograph/advertisement in the Campaign
Above: Auxiliary version of the campaign to promote Mental Health Awareness for students, staff, and community members on North and South Campus — and to promote the secondary recreation registration website activityreg.ualberta.ca
Example of Photo Editing Process for Each Campaign Ad Photo
CLICK THUMBNAIL IMAGES BELOW TO OPEN LIGHTBOX GALLERY
*Art Direction for Photography Shoots and Final Lighting Enhancements in Collaboration with Crystal Puim Photography
*Photo Editing by J.Stevenson
South Campus Campaign (Phase Two)
Target Audience: Community Members/Families using South Campus recreation services/facilities
Advertising Mediums: External campus/community targeted, Pattison digital and print LRT Ads — the campus is located on a major transit station hub
Example Campaign Materials for South Campus Campaign
CLICK THUMBNAIL IMAGES BELOW TO OPEN LIGHTBOX GALLERY
*Art Direction for Rec Guide in Collaboration with Backstreet Creative
