Diamond Edge Communications

Temple University Department of Advertising

DIAMOND EDGE COMMUNICATIONSFALL SEMESTER 2014

TABLE OFCONTENTS

PART PART

IntroductionTemple Ad DepartmentDiamond Edge CommunicationsMeet the TeamMessage from the Team

BriefObjectiveTargetCompetitionChallengeToneMessage

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Recommendations

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CreativeToneBrochure CoversIconsContentContentBack Cover

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StrategyResearchCurrent PerceptionsFuture Perceptions

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TEMPLE ADDEPARTMENT

Since 2004, Temple University’s Department of Advertising has featured a combined faculty of knowledgeable full time professors and experienced adjuncts who are currently working in the ever-changing advertising landscape.

Temple University’s Department of Advertising offers professionally oriented courses for students in four separate concentrations (Copywriting, Account Management/Media Planning, Art Direction and Research). Within this program, students are exposed to leading edge technology, specialized programs, real-world experience and networking opportunities.

DIAMOND EDGE COMMUNICATIONS

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DEC: REAL CLIENTS.

REAL WORK.

REAL EXPERIENCE.

Diamond Edge Communications (DEC) is a student-run ad agency that provides students with an opportunity to gain industry experience by producing real campaigns for real clients. Staffed with account managers, researchers, copywriters, and art directors, the agency caters to the needs of clients, with ranging marketing tactics from traditional advertising materials to event planning to PR and sponsorships.

Past clients include SEPTA, U.S. Department of State, Alzheimers Association, and The School District of Philadelphia, among others.

MEET THE TEAM

ACCOUNT MANAGER: Ashley Kloczynski

ACCOUNT MANAGER: Chris Hutton

ART DIRECTOR: Shekinah Hopson

ART DIRECTOR: Josh Sommers

ART DIRECTOR: Rashad Rastam

COPYWRITER: Luke Harsel

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MESSAGE FROM THE

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TEAMAs a part of Diamond Edge Communications, our objective is to successfully deliver our clients a well constructed, professional and effective piece of advertising. Working with Temple University’s Department of Advertising provided us with real life experience whilehelping our current program. Working with Diamond Edge Communications and The Department of Advertising has sharpened our skills and has helped prepare us for life outside of Temple.

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OBJECTIVEOur objective for this brochure was to recruit prospective students that would be visiting the University. The goal was to do this by building and maintaining a consistent brand image, and exemplifying the opportunities for students that the Department offers. Further, a secondary objective of the brochure was to attract recruiters of media companies, ad agencies, and other businesses who have internship opportunities for Temple students.

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TARGETThe target for Temple University’s Department of Advertising are prospective students and their parents along with advertising agencies, media companies and industry professionals for recruiting students for internships.

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COMPETITIONOther universities that may or may not have Advertising programs but offer something similar that could appeal to students’ interests. The Department of Advertising also competes within other schools under the Temple University umbrella.

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CHALLENGECreating an effective marketing tool in the form of a brochure for our client was a challenge for a few reasons. First, being students within the Department of Advertising, our perspective on the program was unique. Since we are all currently enrolled in the major, we couldn’t speak on it’s effectiveness in a post-graduate life from personal experience. However, that is a primary message that the Department wants to convey to students.

Still, since this is where we all were educated in the art and strategy of advertising, we felt that the work we created for Temple’s Department of Advertising would inevitably reflect it’s style. We were challenged to inform prospective students that Temple’s Department of Advertising gives studentshands-on experience within an agency-minded track system. Being a team comprised of students of three tracks, we had to effectively operate in this very nature (that we were advertising within the brochure) to create the work.

Grabbing the attention of these students and encouraging them to choose this university was challenging, because of how uninterested high schoolers may be in the specifics of a major’s program at a college. We had to convey the benefits of studying advertising, and further, at Temple University, in a way that would engage prospective students.

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TONEThe Department of Advertising wants to appear professional, yet appealing. The deliverables should be attention grabbing with a balance of playfulness, liveliness, seriousness and hardworking.

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MESSAGEAs a part of Diamond Edge Communications, our objective is to successfully deliver our clients a well constructed, profes-sional and effective piece of advertising. Working with Temple University’s Department of Advertising provided us with real life experience while helping our current program. Working with Diamond Edge Communications and The Department of Adver-tising has sharpened our skills and has helped prepare us for life outside of Temple.

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RESEARCH

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Pennsylvania State University:

There is not a specific Advertising major at Penn State University, but a combination of both Advertising and Public Relations. There are no specific tracks offered. Courses offered are similar to those here at Temple University, but the Advertising/PR program seems to encompass a lot of math and science.

University of South Carolina:

This University offers an Advertising program, but there are no specific tracks that are offered. The program offered here is similar to Temple’s Advertising program. Similar to Diamond Edge Communications, The Carolina Agency is the University of South Carolina’s student run Advertising and Public Relations firm.

University of Texas at Austin:

Unlike previous Universities, the University of Texas at Austin has an Advertising major with Creative, Media and Account Management tracks. The Texas Advertising Group is a student organization and a part of the American Advertising Federation. The Ad Pal Mentorship Program pairs students with mentors who work at agencies. The Media track offered here is unique-Temple nor does any other University researched have this.

Syracuse University:

Although this University has an Advertising major, they don’t necessarily have specific tracks per se. There is an emphasis on courses that students need to take, including Account Planning, Creative Production Skills, Advertising Management, etc. Like Diamond EdgeCommunications, TNH is Syracuse’s student run agency. The undergraduate Advertising program here has been named one of the top five digital programs in the country.

Miami Ad School:

Miami Ad School is a bit different than the other Universities listed above. The sole focus of the Miami Ad School are the specific tracks in Advertising, including Copywriting, Art Direction, and Digital Design, to name just a few. The Miami Ad School is a portfolio school where students can learn from industry professionals as well as enroll in Graduate programs.

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CURRENT PERCEPTIONS

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People see Temple as a public school that is affordable for Pennsylvania residents, and that it has a strong business program with the Fox School. After that, people see Temple as a well-rounded university education, but know little on specifics regarding it’s Advertising program. With the current brochure promoting the School of Media and Communication, the school shows little branding and lacks a creative punch to attract students to the field of communication. Advertising is seen as a major within this school, along with Journalism, Strategic Communication, and Media Studies & Production, but also lacks significant branding to allow itself to stand out as an attractive major.

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FUTURE PERCEPTIONS

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We want people to see Temple’s Department of Advertising as a professional, as well as creative environment to study an exciting industry. Advertising is a modern, fast paced, and creative-minded world, so we want the Department to reflect that nature to prospects. We envision the Department as something that will give you hands-on, collaborative practice and real-life experience. This curriculum gets students as close to the real world as you can get, from the plethora of adjuncts sharing wisdom on the current state of the industry, to the agency-shaped track system, to the internship program and extracurricular clubs and projects.

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EATIVECOVERS

Department of Advertising

BIGCityCityIdeasIdeasOpportunityOpportunity

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Account Manager

Art Director

Copywriter

Research Icon

More Than A Major Icon

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Copy: For the storytellers. To study copywriting is to sharpen your writing, and acquire the skills to craft brand messages into engaging, compact, messages into engaging, compact, and persuasive language. A successful copywriter creates and composes concepts that build an emotional connection with your target audience.Courses offered: Script to Screen Creative Thinking Creative Thinking Copywriting for Print, Web, and TV

WHY TEMPLE?Location, location, location. Philadelphia happens to be the 4th largest media market in the United States and Temple is the city’s sole public university. Boasting a faculty of scholars, industry professionals and adjuncts, the Department of Advertising at Temple University molds Department of Advertising at Temple University molds young students into industry-ready grads. Students get internship experience, real-world focused curriculum, and plenty of experience with digital and traditional media. We divide the major into four focused tracks - Account Management, Art Direction, Copywriting, and Research to give you a learning experience that simulates the structure that real-world agencies are using today. structure that real-world agencies are using today.

Art: For the visual thinkers. Studying art direction will get you to think visually in creating work that captivates the consumer’s eye and heart. As an art director, you’ll create concepts that powerfully express a brand’s image.Courses offered:Courses offered: Visual Communication Typography Intro to Adobe Creative Suite Interactive Media Art Direction for Print, Web, and TV

WHY ADVERTISING?The advertising industry is a fast-paced, creative, and innovative fast-paced, creative, and innovative landscape where amazing things happen. The people who choose to work in this field are optimistic, not afraid of challenges, and dedicate themselves to clients, their colleagues, and their craziest ideas.

M O R ETHAN AMAJOR

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Management/Media Planning: For the natural leaders. Studying account management prepares you for the fast-paced business side of the creative world of advertising. Learn to be the communicator between agencies and clients, and lead your team thclients, and lead your team through successful campaigns. Or, learn to be a top media planner or buyer and negotiate traditional and digital media plans for your clients.Courses Offered:

Media Planning Marketing Media P Marketing Media Products Intro to Pharmaceutical Advertising

Research: For those curious about what makes people tick. Studying advertising research teaches you the tools to get to know consumers, and the reasons they make purchases. With the information and insights they gatheinsights they gather, researchers set the solid foundation for successful campaigns.Courses Offered:

Quantitative Research Qualitative Research Account Planning

EXTRAACTIVITIES

Diamond Edge Communications (DEC)DEC is Temple’s own student-run advertising agency. As one of only a few student-run agencies in the country, DEC provides unique real-world experience, having students produce real work for real clients.

The Temple Ad Club (TAC) Members of TAC have various opportunities to meet advertising agencies and their associates in a passociates in a professional environment through special guests speakers and networking events. Gain the ability to earn internships, explore career placement, and learn valuable networking skills needed for life from this club.

Student Competitions:National Student Advertising Competition (NSAC) Collegiate Echo Marketing Challenge

These unique student competitions challenge teams nationwide, seaThese unique student competitions challenge teams nationwide, searching for the best student work to use as marketing plans for real-world clients. In NSAC and Echo, students execute various types of advertising materials for the client, from social media to TV. Past clients for these competitions include Coca Cola, DirecTV, and Domino’s.

Elective Courses Offered:Intro to Digital AdvertisingIntIntro to Digital Design ToolsIntro to Pharmaceutical AdvertisingIntermediate Digital Design Tools

Web Design and DevelopmentTypographyFrom Script to ScreenPersonal Branding

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InternshipsThe internship program we offer is designed first and foremost to be a The internship program we offer is designed first and foremost to be a positive learning experience for our students. Internships are excellent for adding to a resume and often act as a springboard to a career after graduation. After completion of an internship, each student will complete a portfolio of their work which will be a valuable asset to take with them to future interviews.

Our students are interns at:Advertising agenciesAdvertising agenciesMarketing departments of corporationsInteractive agenciesMedia buying/planning firmsHospitality and tourism venuesTelevision, radio, print and online media outletsProduction companiesProduction companiesand more!

Contact Us:The Department of Advertisingsmc.temple.edu/advertisingAddress:2020 N. 13th StreetSuite 300Philadelphia, Pennsylvania Philadelphia, Pennsylvania 19122-6080Phone: (215) 204-4268Fax: (215) 204-1974

Google Online Marketing ChallengeA unique national competition in which students are given a $250 budget and challenged to develop the best online campaign using Google Adwords and Google +. Create the most successful campaign and be rewarded with awesome prizes, and a trip to Google offices.

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RECOMMEDATIONS

Temple University’s Department of Advertising should incorporate a system to brand each track as it’s own. Copywriting, Art Direction and Research are already separated tracks. By separating Account Management and Media Planning, students may get a more in depth learning experience by solely focusing on their area of study. Branding plays a large role in the Advertising industry and by promoting the fact that there are separated tracks in this major may encourage prospective students to highly consider Temple’s Department of Advertising.

A modern and professional website redesign will be helpful in engaging users and prospective students. Social media usage for the Department of Advertising can also help bring awareness of the Department to prospective students and potential recruiters.