Integrated Marketing Campaign
Art Direction • Copywriting • Graphic Design
This new Biology program gave my creative team the opportunity to create all of the marketing materials before the product was available to sell, allowing us the luxury of developing tightly integrated verbal/visual concepts for a marketing campaign that was fully ready to deploy upon product launch.
Our Select & Connect tagline highlighted the benefits offered by the large selection of print and technology components that were very innovative at the time. Teachers were encouraged to select the component that would best connect to their student's interests.
A healthy budget allowed us to push the boundaries of production by using neon and metallic inks and gloss, matte and "strike-through" spot varnishes. The Program Overview Brochure seen at the top won the 2008 Pinnacle Print Award for Best in Category Brochures.
The Program Overview Brochure is an 8-page, double-gatefold. Selected features and benefits are highlighted in a clean, easy to read verbal / visual format. Premium printing with specialty inks and varnishes gives a high-end, luxury feel to this printed piece. This brochure won the 2008 Pinnacle Print Award for Best in Category Brochure.
This poster was created for our sales team to offer as a give-away to prospective customers when making sales calls. The vibrant design and informative text encouraged teachers to hang the poster in their classrooms, with the added benefit of allowing our company's product name and corporate logo to be subtly featured in thousands of classrooms across the U.S.
The promotional Sample Pack offered reviewers a collection of actual product, samples of product and informative marketing materials in a clearly organized box.
This interactive Technology Preview was first created in Adobe Director for distribution on a cd.
It was then rebuilt in Flash for web use.
This online e-zine was produced and sent monthly to our opt-in customers. It contained links to articles written by our in-house staff and to other vetted science articles on the web.
The marketing concept was extended into our exhibit structure for national education exhibits.
