1. Temple University
School of Communications and Theater
Study Away Program
Presented by Diamond Edge Communications
2. Table of Contents
DEC Team Introduction 2
Client Introduction 3
Campaign Summary 4
Creative Summary 5
Direct Mail 6-7
Promotion 8-9
Information Session 10
Return Letter 11
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3. DEC Team
Account Manager Meredith Bratton
Creative Director Ian Downey
Copywriter Mark Griffith
Art Director Rob Daneker
Executive Creative Director Jessica Phelan
Executive Copywriter Rebecca Albert
ExecutiveArt Director Linda Carp
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4. The School of
Communications and Theater
Study Away Program
The School of Communications and
Theater Study Away Program is
organized by Assistant Director Erin
Palmer.
The program is designed to give
Temple students the opportunity to
experience the cultures of London,
England or Dublin, Ireland as part of a
semester spent abroad.
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5. Campaign Summary
Our goal for the School of Communications and Theater’s Study
Away Program was to recreate this brand’s image, and to attract more
students to information sessions to learn about studying away. We
started this process by creating two postcards, one for the London
Program, and one for the Dublin Program. These cards have images and
copy that successfully represent the program, and appeal to the target
market.
We planned to reformat and host an existing information session. In
order to make this information session a success, we pulled out a
barrage of promotion during the week leading up to the event, this
included handing out our postcards, and the use of a life-size British
telephone booth to attract and hold attention. In the days prior to the
event we sent out an e-mail blast to Temple SCT students, as another
way to promote the event.
We created a panel discussion, featuring students who have
participated in SCT’s Study Away Program in the past. They told fun and
exciting stories of their trips, and answered prospective students’
questions in an honest and, many times, a humorous manner. The
prospective students reacted very positively to this style of information
sharing; many of them expressed their interest in the programs
immediately.
We have met both campaign goals successfully, and will hopefully
continue to develop concepts and materials for The School of
Communications and Theater’s Study Away Program.
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6. Creative Summary
When faced with the challenge of rebranding the
School of Communications and Theater’s Study Away
Program, our creative team felt a bit conflicted. We wanted
the brand to appeal to the young and hip college crowd,
but also to accentuate the rich history and tradition
maintained by both London and Dublin.
By putting our own spin on a few trends popular in
contemporary British design, we effectively
communicated the young and hip appeal of these two
beautiful and historical cities.
We kept the look classic by using simplified color
schemes and silhouettes of famous symbols (The Royal
Crown and Celtic knots) and landmarks related to each city
(Big Ben and Dublin Castle, among others). We
incorporated stenciled and splattered looks to give the
brand a gritty and adventurous feel, which will appeal to
students looking to travel. This look is very versatile, and
can be applied to all future promotional items and
literature.
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7. Direct Mail
Thinking about studying away in London?
You should be.
As Europe’s center of communication, London can help any student dive
into the exciting industry of world media. London is one of the most fun and
exciting cities in the world.
Take advantage! Jump into this exhilarating and fast paced city and delve
into the fascinating culture through classes and internships. Join us, the SCT Study
Away Program, for an Information Session to learn everything you need to know
about studying abroad in London, England.
Please feel free to contact Erin Palmer Please attend our
with any further questions. Information Session
Erin Palmer Assistant Director, December 4, 2009
SCT Study Away Programs
Phone: 215-204-6535
10 a.m.
Fax: 215-204-6641 Room 3 Annenberg Hall
Email: sctsa@temple.edu (In the basement)
http://sct.temple.edu/web/undergraduate/study-abroad/
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8. Direct Mail
Thinking about studying away in Dublin?
You should be.
Come to the stunning capital of Ireland and gather the same inspirations
as the likes of James Joyce and Oscar Wilde. The beautiful city of Dublin has a
character all of its own. Nestled within the breathtaking hills of Ireland, Dublin
exhibits a fast paced media industry and social scene.
Experience it for yourself! Join us, the SCT Study Away Program, for an
Information Session to learn everything you need to know about studying abroad
in Dublin, Ireland.
Please feel free to contact Erin Palmer Please attend our
with any further questions.
Information Session
Erin Palmer Assistant Director,
SCT Study Away Programs December 4, 2009
Phone: 215-204-6535 10 a.m.
Fax: 215-204-6641 Room 3 Annenberg Hall
Email: sctsa@temple.edu (In the basement)
http://www.temple.edu/sct/undergraduate/study_abroad.html
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9. Promotions
The DEC team took to Temple's campus in an
effort to promote the information session that was to
be held on December 4, 2009. Using a life-sized British
telephone booth, the team canvassed Temple's
campus handing out postcards and encouraging
students to attend the event. This four-day promotion
helped make the information session a success.
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10. Promotions
To further promote the information session, we sent
out an e-mail blast on the School of Communications and
Theater’s listserv.
Thinking about studying away in London or Dublin?
You should be.
Get the most out of your Temple education by taking classes in one of Europe’s most
exciting cities. Temple’s School of Communications and Theater o ers a wide array of
classes at campuses in London, England, and Dublin, Ireland. So you can travel the
world and broaden your cultural horizons without falling behind in your major.
WHAT: A panel discussion with teachers and students who have participated in the
program.
WHY: Hear about their amazing adventures, and ask questions of people who know
rst hand what it’s like to study abroad. Enjoy free refreshments while you nd out
how you too, can study in London or Dublin.
WHEN: December 4th at 10:00 a.m.
WHERE: Annenberg Hall room 3 in the basement.
Please contact Erin Palmer with any questions.
Erin Palmer Assistant Director, SCT Study Away Programs
6 Annenberg Hall
Phone: 215-204-6535
Fax: 215-204-6641
Email: sctsa@temple.edu
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11. Information Session
The information session, featured a panel of students
who have previously studied abroad with this Study Away
Program. About 30 interested students attended.
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12. Return Letter
To thank students for participating in The Study Away
Program, we developed a letter that would be sent to
students upon their return home. This is also a great way
to generate word of mouth promotion of the program.
Dear {NAME}
We would like to take this opportunity to thank and congratulate you for
completing the Temple School of Communications and Theater’s Study Away Program.
We hope your trip was an amazing experience. Studying abroad has become a pivotal part
of contemporary college life, and we are so happy that you have taken advantage of this
opportunity.
We think you will find the lessons learned while studying abroad to be invaluable
in your everyday life. As you share your stories with your friends and classmates, please
refer them to our program. We want to provide this wonderful opportunity to as many
Temple students as possible.
Again, thank you for taking part in the Study Away Program. While we encourage
educational traveling, we’re happy to have you home safe.
Sincerely,
Assistant Director
Director
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