Fall 2017

The International Studies Association (ISA), an internationally diverse and close knit community of intellectuals dedicated to facilitating global networks, introduced their Fall 2017 team to the world of marketing strategies and the importance of tailoring content to one’s target market. ISA specifically tasked ATION with fine-tuning their marketing strategy to attract more advertisers, exhibitors, and sponsors for their annual convention since their current tactics of sending emails, calling, and having an area on their website were falling short. Essentially, they needed the creative energy behind ATION to help ideate a new marketing strategy.

As a team compiled of four 3D/2D motion graphic concentration members and two web development and interaction design members, having a marketing strategy related project was, admittedly, testing our strengths as digital media and design agents. We decided to split our team into two departments to help complete the number of assets we had to develop by the deadline afforded to us. The print content team was comprised of Emily Ruffell, Estelle MacDonald, Peter Braunstein, and Shanna Surena-Mattson. This department worked on two of our main deliverables and created additional value content for the client. Nini Constable and Danial Hamzah led the video content team and produced two additional assets our client wanted.

The print content team worked on creating a physical pamphlet for ISA’s convention advertisers, exhibitors, and sponsors along with a comprehensive print/digital PDF that featured an overview on the three different types of partnerships ISA offers for their annual convention. Emily and Peter developed the overall design and layout of the pamphlet and gathered the content that would be featured inside of it. Shanna took on the overall work for the PDF and created the layout, content, and design herself. Both the pamphlet and PDF follow a similar color scheme and content throughout to keep the two assets cohesive in design. Estelle acted as the team’s researcher and provided additional content and information regarding ISA’s target market. She also created a mockup email campaign that ISA can use to garner excitement and attention from potential partners for the convention. Similar to Estelle, Peter created additional branded assets which included a potential logo and flat design concept for the website.

The video content team created two assets for the client. Nini developed a marketing video from past footage that other ATION members filmed from prior ISA conventions. She ended up creating two different versions of the video– one that is two minutes and one that is eight minutes— highlighting the convention’s opportunities, benefits, and popularity. It essentially acts as a visual companion piece to be used with the pamphlet. Danial tackled ISA’s request for the creation of a video that highlights their post-doctoral fellowship. Danial was able to edit the interview seamlessly with the presentation he filmed into a four-minute version and a complete 41 minute video option for the client.

Project Team
Peter Braunstein
Nini Constable
Danial Hamzah
Estelle MacDonald
Emily Ruffell
Shanna Surena-Mattson