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Semester Project Overview

For the duration of the semester, we will be creating fictional brands that the class will use to generate original social media, PR and adv...

WEEKS 4 & 5: Focusing our online identity: Logo creations and research

SUMMARY:

For these weeks, we will:
  • Brainstorm and conduct trademark research on our campaign brand names
  • Explore and create various branded logo treatments for our campaign
  • Conduct a survey to identify key messaging and branding attributes for our campaign
  • Learn the basics of web design and wireframing
  • Create a wireframe of a proposed website for our campaign
  • Review our various homepage wireframes to identify and review key features that are necessary for our campaign website.
HOMEWORK:
  • Make sure you have completed the SWOT analysis, competitive analysis and user personas
  • Identify at least three potential brand names for your product or service. It is critical that you conduct a quick background check on your proposed names on Trademarkia.com to ensure that your suggestions do not violate any existing active trademarks.
  • Use an online survey tool to create a seven-question survey that aims to test the value propositions and sentiments associated with each brand name. (Optional):You can also use this tool to "test" what attributes and qualities people associate with multiple logo designs.
    • Once the survey is created, you should share it with your friends via Facebook or email. Each student should attempt to gather at least 20 responses from friends and family to your survey. (NOTE: Due to the limitations of this course, this is NOT meant to be a scientific survey. In the "real world," you would identify and/or even purchase a targeted survey response list to get a larger and more accurate response rate).
  • Once you determine your brand name, use Photoshop or a free web logo creation service to create a logo for your brand.
  • Create a wireframe for the homepage of your website using Gliffy.

Links to Student Surveys

As mentioned in class, I am posting a master list of survey links from students. This list will continue to be updated as students share these with me. Please feel free to take any of these surveys to help each other out!

Career Fair is Today!

The Career Fair here in Everett is here! We are very excited to be hosting at least 13 confirmed employers here on campus today (Wednesday, September 18th).

Below are the confirmed employers, we are in communication with a few others so the list may grow:
  • Korry Electronic Company
  • Columbia Hospitality
  • Nichols Boat Builders
  • Viewpoint
  • Summit Imaging
  • Snohomish County Sheriff's Office
  • Naval Undersea Warfare Center Division Keyport
  • Amazon
  • Crane Aerospace & Electronics
  • Schweitzer Engineering Laboratories
  • PACCAR Inc
  • Boeing
  • JLL Property Management



Creative Commons & Finding Royalty-Free and Low-Lost Images

Creative Commons Overview

One popular option for inexpensive content is Creative Commons , where you can get free or low-cost copyright licenses for music, audio, video, clip art and photos.

Essentially, a Creative Commons license allows the creator to protect his or her creation while simultaneously allowing them to share their work without the usual restrictions of traditional copyright law. Watch the video below to get an overview of how it works.



Video not showing up? You can also access it  directly at this link.



Video not showing up? You can also access it directly at this link.

How to Give Attribution/Credit for Creative Commons Content
If you do decide to use any Creative Commons content, then you will need to pay close attention to the licensing guidelines provided for that content. In most cases, there will be a required "credit line" that you will need to provide with each image, audio or video piece of Creative Commons-licensed content that you use. For information on how to properly attribute your content, please see the following:

Royalty-free and Low-cost Image Licensing Services

Looking  for royalty-free, low-cost and/or free images to add to your campaign site?
Wix.com has built-in access to hundreds of free stock photos in over 20 categories. Learn more about the Wix.com free image directory:
Here are some other stock photo sites worth checking out: iStockphoto logo

Examples of Good Web Design

As we get closer to building our marketing website for this class, it might be a good idea to look at some examples of strong web design for inspiration. Here are some articles that analyze and showcase strong website design in 2019:

Vote for ASWSUE Junior Senator

There was a three-way tie for the last position of junior senator at ASWSUE, so we need you to vote again!

Please select the one person you believe will be best for the Junior Senator position in Student Government.

Cast your vote at tinyurl.com/y3db9hgw.

Creating a Survey using CrowdSignal

LEARNING CrowdSignal


A great survey tool is CrowdSignal.com (formerly known as PollDaddy).  Use CrowdSignal for surveys or polls that include images. For example, you can use it to test logos for your brand.
Learn more about how to use CrowdSignal at the following link:
Note: If you are an existing Wordpress user, you can use your Wordpress username/login info to "link" your account to CrowdSignal. If not, you will be asked to create a new Wordpress login in order to sign up for the free CrowdSignal service (which is owned by the same company).

HOMEWORK
  • Use an online survey tool to create a seven-question survey that aims to test the value propositions and sentiments associated with each brand name. You can also use this tool to "test" what attributes and qualities people associate with each of your proposed logo designs.
  • Once the survey is created, you should share it with your friends via Facebook or email. Each student should attempt to gather at least 20 responses from friends and family to your survey. (NOTE: Due to the limitations of this course, this is NOT meant to be a scientific survey. In the "real world," you would identify and/or even purchase a targeted survey response list to get a larger and more accurate response rate).

Guest Lecturer: Boeing marketing specialist Jody Hawkins

On Sept. 11, our class will be visited by Boeing Future of Flight marketing specialist Jody Hawkins. Jody was one of our first graduates from the Murrow College at WSU Everett! She will be sharing her advice and expertise on how to transition from WSU to the workforce during this special Q&A opportunity.

WEEK 3: Content Strategy Basics - Creating User Persona Research to Craft our Online Campaigns

SUMMARY:

This week, we will:
  • Review the fundamentals of content strategy for our campaigns
  • Review examples of user persona research and then apply these techniques to our campaign
  • Brainstorm and conduct trademark research on our campaign brand names
  • Learn a bit about project management tools
HOMEWORK:
  • Continue to tweak/revise your competitive analysis and SWOT analysis. This will be used to help shape and inform future branding and messaging elements, including social media outreach strategies. (NOTE: Branding and naming exercises will occur in the next couple of weeks).
  • This week, each campaign should also have at least two user persona research profiles for the audience that you anticipate targeting.
  • Identify at least three potential brand names for your product or service. It is critical that you conduct a quick background check on your proposed names on Trademarkia.com to ensure that your suggestions do not violate any existing active trademarks.

Choosing a Brand Name & Creating a Logo

Igor International has created a great Naming Guide with information that can help you demystify the process of creating a great brand name.

Per Igor's Naming Guide, some things to consider as you review possible brand names include:
  • Appearance
  • Distinctive
  • Depth
  • Energy
  • Humanity
  • Positioning (How well does it support your core positioning for the brand?)
  • Sound
  • "33" (As per Igor's guide, "The force of brand magic and the word-of-mouth buzz that a name is likely to generate. Refers to the mysterious "33" printed on the back of Rolling Rock beer bottles...")
To get started, we'll be using a few web-based resources that will help us to:
  • Identify a Brand Name
  • Create a Logo

Brand Name Creation
Trademarkia.com is the largest visual search engine for more than 6 million trademarked logos, names, and slogans on the Internet. Use Trademarkia to identify whether or not your proposed brand name is already registered.

Logo Creation
There are several options to creating your logos. If you are comfortable using Adobe Photoshop, you can use it to craft suggested logos.

However, many people lack the graphic design skills in Photoshop. If this is the case, then you can use one of several web-based "logo generator" services. Wix.com has a great blog post with suggestions on how to cheaply (if not free) create a logo:


There is also Canva, which has several easy-to-use templates for logo creation (and other cool features including social media graphics, flyers, posters and more!).




Project Management Software - Introducing Trello


TRELLO FOR PROJECT MANAGEMENT

Stay organized using Trello, a free web-based service that allows you to organize and prioritize your campaign elements as a team.

Use Trello to create your content development and social media promotion calendar as a team. Assign tasks and track progress on current content productions. You can create neatly organized "cards" for each task. Move your card to a new column to reflect the production status.

Get started at Trello.com.

MOBILE APP VERSION

The following video shows you how Trello works on  your mobile phone, too!


TRAINING VIDEO:

The video below shows you the basics of how to get started with Trello:




User Personas

Who is your target audience? Are there multiple target audiences for your brand or product?

Rather than think about these in broad, abstract terms, you can develop "user personas" to better visualize who your potential audience is.
Orangebus, a U.K.-based digital agency, has created a great template that you can use to create your various user personas. Check it out (.pdf format) at:
More examples and templates to explore:
You can also use Xtensio again for this assignment: