Advertising and PR Campaign Class
by Lacey Brooks
“If you are considering a career in graphic design, advertising or marketing, then you need to take this course,” said Callie Stephens, a senior mass communications major from Conway about the university’s Advertising/Public Relations Campaigns course. The group presented its presentation to their client, Lori Motl, director of admissions, at Scholars’ Day on April 27. With the possibility of Motl using their design for admissions very likely, the team is excited to see their work fully published.
The AD-PR Campaign course started in 1988, promising students a chance to participate in the construction of designs and presentations and gain real-world experience. During its first year, the national campaign involved Kellogg’s. However, during the last two years, the campaigns have remained local.
Most students claimed this course resembled an actual job more than a college class. “We had a real goal for a real client with a real deadline. We had to create things that would actually be put to use,” said Ouachita junior Hannah Pfeiffer, a graphic design major and mass communications minor from Benton.
Students in this course worked with Rebecca Jones, assistant professor of communications at Ouachita. “Campaigns gives students the chance to work with a real-world client. They have the opportunity to conduct research and develop a campaign, which they then pitch to their client.” However, Jones wasn’t there to teach, she was there to guide and support. “As far as the ideas go–the plans, creative executions, etc.–those are from the students in the class,” said Jones.
This semester, students worked on revamping Ouachita’s admissions campaign, which hasn’t been done in two years. They worked on packets that are mailed to prospective students, and posted on the official Ouachita website and social media, such as Facebook and Twitter. The goal was to use all of Ouachita’s resources to the fullest.
“[Our] task was to effectively communicate to prospective students what makes OBU special and why they should discover the difference on this campus,” said Justin Hodges, a senior Christian studies major and mass communications minor from Stuttgart. The team of 11 students divided into two groups, creative and strategy. The creative team worked with the graphics and look of the material. The strategy team received the data and developed the plan.
First, the team discovered their target audience and gathered research. From this research they found that, printed materials are important to prospective students. They also discovered that Ouachita’s website is used by about 96 percent of prospective students. “Right now, the website is like an old movie theater. Business is not bad, but it could always be doing better,” said Hodges.
The team went straight to work. They discussed ideas that would aid the admissions program at Ouachita. “Based on this research and client requests, we were able to start laying out the frameworks of our plan into a strategy emphasizing four key components: print materials, events, social media and website,” said Aspen Grams, a senior mass communications/speech communications major from Fayetteville.
The students brought many new ideas into focus. Eye-catching colors, virtual tours and interactive social media were all promoted to help increase excitement for prospective students. Their audience on Scholars’ Day seemed to agree with the changes. However, will these ideas be adopted?
Motl commented in May, “We are already looking over it for tweaks before sending it to the printer.” The students are excited to see their work finally published. However, they know their work may sway prospective students’ decisions. “It feels really good. I love Ouachita and knowing that I can possibly help someone realize that it is the place for them is so exciting,” said Pfeiffer.
“The goal with this [project] is to get students excited about coming to Ouachita,” said Jordan Campbell, a junior mass communications major from Houston, Texas. Admissions is widely used by prospective students to decide if Ouachita is the right fit for them. “We hope our work helps other students discover the [Ouachita] difference,” said Grams.
“Campaigns is undoubtedly challenging, but it’s also very rewarding in that it gives students the chance to use and build upon what they’ve learned in other classes,” said Jones. From graphic design and copywriting, to marketing and public relations, students can put into practice a variety of skills in their particular area of interest.
Students do not walk away from this class feeling as if it was a waste of time. Molly Magee, a mass communications graduate from Ouachita, remembered her time in the course with only fondness. “[Campaigns] was an incredible way to learn the entire process of producing an advertising campaign from meeting with the client to coming out with a finished product,” said Magee.
Obviously, this course is different from traditional courses at Ouachita. Sarah Richardson, a senior mass communications major from El Dorado, and head of the creative team, has strong feelings regarding the benefits of this course. “Everything today needs to be marketed or have good PR. This class is a perfect, hands-on way to see what it is like,” said Richardson.
