Research:

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From the information gathered from surveying design students, we learned that there is low engagement and awareness among students about the GDC student membership. Research also showed that students felt that while the website appeared professional, it was not targeted at them but more so addressing certified working designers.

The Challange:

Canadian design students have a lack of awareness about the benefits of a GDC membership.

The Opportunity

A promotional campaign focused on the scholarships GDC offers.

Execution:

– Postcards with statement headlines directed towards students, with a tone of voice that offers a challenge, but encouragement as well.
– Front of card has an aesthetic type treatment that young people are drawn to and will want to keep.
– Back of card has information about all three GDC scholarships and the website URL.
– A stack of cards would be mailed to universities, the GDC student ambassador would then distribute the cards to class
– Postcards are 5” X 7”.

Moodboard

Postcard Examples

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Rationale

– Students will find the cards relatable because of the trendy design and the empathetic language that speak to the struggles of being a student. This will increase the chance of students holding onto the cards, thus gaining awareness and interest in GDC.
– The cards are not just a promotion for the scholarship opportunities that GDC offers, but also a catalyst to show students that scholarships are a proactive way to get the most out of school.
– Students will see these cards and associate GDC with attractive design and that student memberships are a resource that is available to them.

Self-Evaluation

This idea answers the brief that GDC gave us. The postcard campaign is a cost-efficient, simple solution that works within the clients limited budget. I worked by myself on this project and give myself a 10/10.