Launch, Marketing and Final Details

The campaign should be launched with a press release from Adobe as well as using the Adobe digital marketing media channels. Adobe could use their Creative Cloud Twitter page to tweet about the campaign, add the ident and a link to further information. Then pin that tweet to their page so it stays as the most view able tweet like below.

creativecloudpinnedtweet.png

The launch of the campaign should also include a bigger emphasis and focus on educational institutes promoting it.

Student Focus Launch Ident

Student Focus Launch Logo

Student Focus Logo Screenshot

Launch Campaign Details

  • This is a 12 month campaign starting on January 1st 2017 and ending 31st December 2017.
  • Anyone that signs up in January will have the chance to be chosen at random in February and then their article and focus page will be published for the duration of May. I’ve changed this so it gives people 3 months to produce work for their article instead of 1 month.
  • The final published article will run until the end of April 2018.
  • New student customers only have the chance to be chosen in the month after sign up.

I think the last point makes it as fair as possible. If you were eligible all year round someone who signs up in February is going to have a lot more chance than if they signed up in November for example.

The reason behind doing it like this is to give everyone the fairest chance of being selected. It also allows Adobe a few weeks to contact the individual and do the article.

New eligible customers will lose their unique colour at the end of the next month following sign up and the logo will return to the standard logo with the Adobe colour theme, red and blue.

Launch, Marketing and Final Details

Feedback from an expert

I emailed Andrew Devis asking for some feedback on my ident and logo. Andrew is someone that I asked for advice with my last project as he teaches and works with node and layer based compositors. I emailed asking if he could check out my ident and give me some feedback. Here is what he said.

Andrew Devis Feedback.png

Whilst it’s too late now for me to go back and change my ident I will take on board a couple of things he’s said.

He mentions the need of a CTA (Call to Action) and this is a term i’d not heard of before. I don’t agree with his point about the lines being pushed off as the energy swipe is coming across. This was done intentionally on my part so the audience didn’t realise the logo was changing until it actually had. If the lines had been pushed off the screen I don’t think this would have worked and it would have got peoples attention that there is something happening to the logo in the middle.

Link to Andrew Devis website (http://tale2tell.com/)

Feedback from an expert

Changes to Launch Campaign details

My tutor suggested that the time to produce work is longer, making it 3 months instead of 1.

Thinking about it I agree as if you are only just purchasing the Creative Cloud suite it’s unlikely you’ve used the applications much before. This change gives new customers 3 months to create work that can be shown. it would be hard for someone to create a very impressive piece of work in 1 month as well as having to learn the new applications.

Another change he suggested is that 10 people are chosen as winners each month instead of just 1. I like this idea and could have a Student Focus webpage with tabs for each of the winners and their area of specialism.

Changes to Launch Campaign details

Responding to Feedback and Audio

I emailed Jools, my tutor asking for him to have a look at the ident and he suggested a couple of changes.

“need to increase ease in. Graphics and text are all too abrupt. they jump in rather than ease in. is there going to be any audio?”

I have slowed down the jump of both of the logos so they scale up slower and also added a web address on the end so people know where to go for more information. I’ve added music to the animation as well and synced up the beat to the logo zooming in with ‘What will you create today?’. I originally thought about using sound effects but i’m very happy with the music I added and don’t think sound effects would suit it now.

The music I added was the ‘energy’ soundtrack from (http://www.bensound.com/royalty-free-music/corporate-pop). Bensound offer royalty free music for people to use.

License – Creative Commons License 

“You can use for free my music licensed under the Creative Commons License in your multimedia project (online videos, websites, animations, etc.) as long as you credit me with a link to my Website. Examples of proper way to credit me: “Music: http://www.bensound.com/royalty-free-music or “Music: Song title – Bensound.com”. (Bensound, 2012).

You can read the full legal agreement here: (http://creativecommons.org/licenses/by-nd/3.0/legalcode)

Final Student Focus Ident

Big thanks to (http://www.bensound.com) for the soundtrack used on my Student Focus ident.

Music: Energy – (http://www.bensound.com/)

If Adobe wanted to use my launch campaign and the ident they would have to buy the track from Bensound. As I am only using it for vimeo and my workbook I am fine using the Creative Commons License. Here is a screenshot of the license comparison.

References

Bensound. 2012. Licensing. [ONLINE] Available at: http://www.bensound.com/licensing. [Accessed 24 May 2016].

Responding to Feedback and Audio

Campaign and Promotion

Campaign – ‘Student Focus’

The ‘Student Focus’ Campaign is aimed at growing the number of students using the Creative Cloud, with a view to keeping them as Adobe customers in the longer term. This will be achieved by helping students get their creative work seen and promoted on a global scale through Adobe media.

Promotion of the Campaign

Everyone who signs up to the Adobe Creative Cloud student package gets their own logo with a completely unique colour value. This is then activated within their Creative Cloud suite. Below are a few examples of different coloured logos.

The RGB values of colours equate to what is called a Hex code. This is the conversion of those values into a hexadecimal string that can be used to specify color in html/css code.

The colours that are assigned to each individual is the way that Adobe will choose someone at random as they will have the data of each student sign up and the data of the colour allocated to them.

Details

  • This is a 12 month campaign starting on January 1st 2017 and ending 31st December 2017.
  • Anyone that signs up in January will have the chance to be chosen at random in February and then their article and focus page will be published for the duration of March. The final published article will run until the end of February 2018.
  • New student customers only have the chance to be chosen in the month after sign up.

I think the last point makes it as fair as possible. If you were eligible all year round someone who signs up in February is going to have a lot more chance than if they signed up in November for example.

The reason behind doing it like this is to give everyone the fairest chance of being selected. It also allows Adobe a few weeks to contact the individual and do the article.

New eligible customers will lose their unique colour at the end of the next month following sign up and the logo will return to the standard logo with the Adobe colour theme, red and blue.

Crimson Red Design

What will the article contain?

  • Industry of work
  • Why they use the Adobe Creative Cloud
  • Work they have done with Adobe Creative Cloud programs
  • What design and creative projects they have planned for the future.
  • The article will include the individuals portfolio and their website if they have one.

How are winners identified?

When students sign up to the Adobe Creative Cloud they will be given a colour with a unique colour value (Hex code).

This logo will be shown in their Adobe ID account under the ‘plans and products’ section as well as in the Creative Cloud program on their computer.

This is where the logo will be integrated in the Creative Cloud program on their computer.

The chosen winner’s logo will start animating. The lines in the logo will start moving in a energy wave type motion. This then becomes a clickable button which takes you to a site on Adobe Creative Cloud that tells you what to do next. At the same time on the 1st of the month the chosen winner will be contacted by email inviting them to take part. The winner then has 72 hours to accept so Adobe can start planning the next months article.

Campaign and Promotion