AnnA Keplinger
Marketing Campaigns
The planning, the execution, the design, the reach, the metrics, the success, the failure... I have learned a lot about what goes into a complete marketing campaign. Here is a summary of my favorites:
CCEE 150th Event Campaign
The Civil, Construction, and Environmental Engineering department (CCEE) celebrated 150 years at Iowa State in 2021. To create awareness, invite past and present student participation, and honor accomplished alumni, I created different pieces of content. With each piece, I tried to reach CCEE people that would be willing to get involved, as this event brought notable alumni that would also bring funding for the department and student activities.
This is a banner I made for the CCEE landing page to urge alumni to register for the celebration events. I kept it simple and fun, appealing to an older audience.
This template I made to post alumni spotlights on social media. The photo would change with highlighting different alumni, and the caption would include a small bio and notable accomplishments. Tagging the individuals involved brought more traffic to the pages and the posts.
I wrote the biographies for each honoree based on their nomination forms and additional research I conducted. When the inductees were announced, the page was promoted on socials.
This is the live-documentation for the day of the celebration, these stories were posted on Instagram and Facebook so people could follow the events throughout the day without me clogging up their feed.
This was also to accommodate
virtual participation, as many alumni are scattered around the world.
Because the event took place in 2021, live events were scarce. We wanted to milk the event for all of the content we could create. I wrote recaps and summaries, and circulated them on the CCEE socials until they started to receive less interaction (about 2 months after the event took place). By that time, we had more exciting things in progress that we could promote.
Women's History Month Campaign
In my final campaign in the communications department at the College of Engineering, I wanted to celebrate the CCEE women for Women's History Month. I created 18x20 inch posters and we hung them in the engineering halls, organized a media plan, and executed it. I conducted interviews, dug into the historical research, and showcased these wonderful women in the College of Engineering halls!
The posters highlight a current student, a current faculty member, and a historical CCEE woman. The stories overlap with the posters, but we also included an alumni and graduate student to cover all aspects of CCEE women. The headshots and photos were highlighted on social media, linking directly to the stories to boost viewership and connection. Each image links to the full version, so click away!
Faculty Poster
Student Poster
Historical Poster
Alumni Story
Student Story
Faculty Story
Undergrad Projects
These projects were created in various advertising courses, including Account Management, Campaigns, Ad Creative, Research, Strategic Planning, and other supplemental courses. Here of some highlights:
Account management team project:
We built an agency, chose a client, created our own brand and put together an IMC plan for the National Park Service. Click the cover to view the whole plan.
Creative Ad Campaigns
Click the images to expand in a new window.
Patagonia
In class, we created our own brief. I decided that it is time for Patagonia to tap into a market they have not directly explored yet: Older retired people. I completed market research and found that this group of people liked tradition, family, and are still reading print magazines- So, I created a campaign centered around adventure, tradition, and family.
After receiving critique from my professor and my classmates, I would change the tagline on all three to be consistent. People also responded much better to the "then and now" ad, playing on nostalgia.
Campaigns team project: We created an agency within a group of six to compete with 4 other groups in our course. We completed all of the necessary steps to put together an IMG plan. We went above and beyond in our presentation, packaging the plan in Kreg-branded toolboxes. We won the competition with this IMG plan! Click the cover to view the whole plan.
New Balance x Reformation
This was another project we had all of the freedom to choose our client, audience, and media. I chose New Balance, and my audience was Gen Z.
I focused on the Gen Z audience that are interested in going green. I found in asking friends and classmates, that sustainability was a new interest to them, but it was impactful.
Although I did not have the skills to animate the advertisements the way I wanted, there are descriptions attached and I hope to get the general point across.
