Creating Effective Banners

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Banner 1 – 438 x 60 – Core Objective: Brand Awareness

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  • Read to be Scanned: With banners, most consumers suffer from ‘banner blindness’. Our goal is to attract their attention in a short amount of time to create a conversation about the brand via social media.
  • 1.5 Second Read Time: In class, we discussed how short slides on a banner are designed to be. We discussed it had to be a much shorter time due to file sizes. Most advertisement agencies tend to put caps on banner sizes for the web.
  • Relevant: Earlier we discussed these advertisements would be found of websites that best fit for our target market. With these adds, we hope to be found on a tech savvy, highly social and have an interest in marketing. If we can reach our desired market, the advertisement will become more effective.

Tone/ Message

  • The advertising program at St. Clair is known for its advanced integration into digital media. With this advertisement, we plan to send a message letting them know too that we are confident not only to teach you social media but, show our brand in action.

Recommended Banner Link

  • This banner is intended to be advertised to a very social media heavy individual. Someone that has a strong interest in advertising as well. The intended link for this would link them to social media, where then the key elements of social take over to further persuade and influence the consumer into signing up for St. Clair’s advertising program.

    https://twitter.com/stclairadv

Banner 2 – 720 x 300 – Core Objective: Program Details

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  • Inverted Pyramid: This campaign could easily go into the hard-core facts about how much the program costs, how long it takes to graduate or even how stressful the program can be. The idea behind this campaign is to relate directly to the consumer’s main interests that they are looking to get out of the program and then ease their way into the other details.
  • Graphics: The graphics chosen for this advertisement are very simple and can easily be translated by anyone. An image is a universal plain language for most. They can easily glance and quickly catch the interest to further reach the goal.
  • Keeping it Simple Little clutter to retain the focus and lead the eye to the call to action.

Tone/ Message

  • This campaign message is a much larger image to work with. It gives us a fantastic opportunity to express our creativity through visuals to portray what the consumer can get out of this program. It is designed to show there can be a bit of fun before committing to the program. It allows for a humanized personality to the overall course.

Recommended Banner Link

Banner 3 – 120 x 600 – Core Objective: College Tour

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  • Call to Action: A call to action has been added to the banner to allow for consumers think there is a place to click on the advertisement. The entire ad will be clickable but, in class, we discussed that a good banner ad will work better with a clear call to action.
  • A/B Testing:  The call to action on ‘Banner 1’ is different than ‘Banner 3’. We will be able to see if one style of advertisement is more effective than the other. After the data is collected, we can then adjust to improve quality.
  • Clear Message Each image may be different but, the end goal for each message tells the same story and is intended to lead to the same end goal. Explore the college.

Tone/ Message

  • The third banner’s end goal was to get people to sign up for a tour. This tour will show the benefits of the program. This message relies on the sale’s funnel tactic of showing some of the larger benefits before getting into the gritty details. We want to show that there will be an adventure when signing up for St. Clair’s advertising program. There are key benefits such as it being located downtown and course is completely ‘up-to-date’.

Recommended Banner Link

  • This banner intended to bring the consumer to a spot where they can sign-up to a custom designed email list specific to this course. This would require more attention do the consumers’ direct interest and immediate feedback to set up an appointment.

    This banner could also be linked to a VR experience soon to show a personalized walk through of the campus from the comfort of their home. That experience alone is not being used by any other college at the moment and if executed correctly, it could sell. We are the most ‘up-to-date’ courses after all.

Writing for Social Media

3 Key factors that differ between Social & Website Content

RELEVANCE

When writing for social you must consider many factors. Everything must be of utmost interest to the user because you only have a few seconds to grab their attention. A great way to do this is following your target audience and having a direct stream with their interests and what is most relevant to what is trending. Websites are more designed to be relevant to the user’s searches and maximize organic results.

SOCIAL

With a social media, it is ‘social’. Different platforms may vary but, most times social media are a conversation piece. When writing for social media we are entering a conversation or creating one. Business websites, on the other hand, are most often not designed to engage socially but, to achieve a single objective.

DIFFERENT PLATFORMS, DIFFERENT VOICES

Social media is not one platform. It is a multitude of platforms and how you act and write on each platform can vary. For example, LinkedIn is known to have a much older audience compared to something like Instagram. How you communicate your message would be entirely up to you market that you are trying to reach. When it comes to your website you can distinctively reach your originally planned demographic because it is now fully controlled by you.

In class, we discussed 4 key concepts that define a brands voice.

CHARACTER/ PERSONA

  • The character/ persona in the brand’s voice relates to how they communicate with the target audience and their overall personality behind the brand. This can define how the user views the brand.
  • Ex: ‘Enjoy a walk along the beach, drinking a cocktail, checking your feed on the ____ phone.’
    • This message persona is seen to be a casual, relaxing individual. When marketing, and if the target market has a similar personality, they will have a higher chance of engaging with this brand.

TONE

  • The tone of the brand’s voice is more linked to the emotion behind the overall message being sent out.
  • Ex: ‘Buy our pens.’
    • The tone is seen to be direct and emotionless. If a brand was to send this out they would not get a very good response from most but, if their target market speaks like this, it could be very effective.

LANGUAGE

  • Language compared to the brand’s voice relates to how your target audience currently speaks and understands the text.
  • Ex: ‘4ll N3W k3Y804rD 8Y r423R. M4RCh 23.’
    • This example, to most, would not understand right away but, for some companies based on their current market and consumers, it could work very effectively. (Hacker speak/ very techy, geeky)

PURPOSE

  • The purpose is the overall goal you want to accomplish with this brand voice on the platform. It could be as simple as selling an item or generating talk.
  • Ex: ‘Women arrested for stealing a neighbor’s dog. http://www.website.com/girl-stole-dog’
    • The overall purpose of the message above is to make someone click or engage with the post.

You’re already on #twitter, turn that into a career. #Advertising & #Marketing (89 characters) http://www.stclaircollege.ca/programs/postsec/advertising/

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Reasons and justification why this is an effective post.

  • As discussed in class we must keep things relevant with the consumer.
  • This post would most likely be posted around the time the student would be looking for a program to go into.
  • We used a mac to signify that we are about high-end quality to be provided by the college. Mac is something the school offers and are established as a quality product. That set’s a persona for our brand voice.
  • In class, we stressed the importance of photos and how they can say more than a million words.
  • The copy chosen was designed to target a specific student that may be interested in advertising and marketing digital trade. This was done by including the hashtags ‘#advertising’ & ‘#marketing’.
  • It was also targeted to those searching twitter by using the hashtag ‘#twitter’.
  • The designed tweet was under 100 characters because we discussed in class the shorter the tweet, the more likely the user is to engage in our content and easier it is to be scanned by a user.
  • We included a call to action by including a link to the specific program provided by the program.
  • The link will automatically be converted into a ‘t.co’ link once it is posted and can be monitored via google analytics and twitter for performance

DIGITAL NATIVES

Growing up with digital media in our blood stream is incredibly useful for social media. As a digital native’s, we have the knowledge and a very well established understanding of the web and how it works.

It is important for the digital natives to understand the tactics that work best to reach our target audiences. The use of techniques such as ‘f-pattern’ can benefit the overall performance of our posts.  We must understand we are not writing for ourselves but, the reader.

Errors and mistakes do occur. Keeping business and personal accounts segregate is crucial because it can affect the overall brand or personal life for some. We never want to mix work with personal life.

How to improve St. Clair College website

Remove Clutter.

Visually and text heavily.

There is a lot of different events and advertisements for different portions of the college that just hits you when entering the site.

They could fix this by planning events that occur on specific days, advertise on specific or times for specific things (ex. Eatry 101 advertisements play from 10am – 1pm every day).

When a specific advertisement is playing in that time frame reduce the overall amount of surrounding content to increase sales.

Keep a consistent tone, style, voice and feel.

Clicking some links on the can bring you to an entirely different URL but it is trying to look like the original website with use of colors.
(ex. http://stclairconnect.ca/scc50/events/acts-from-the-heart/rock-their-socks/) It feels like the school has split personalities after viewing both sides. A very boring out dated side and then a very fun, updated side.

It feels like the school has split personalities after viewing both sides. A very boring out dated side and then a very fun, updated side.

This can easily be fixed by keeping a very similar design and layout throughout.

Make it easier to find the benefit of enrolling.

Most programs listed on the page tend to not list the benefit of coming to St. Clair.

They should be defining the benefit right off the hop when join then getting to the details and requirements.
(ex. http://stclairconnect.ca/programs/postsec/child_youth_acc/)

This could be achieved use of plain language laid out tailored to each program along with the use of “f-patterns”.

3 reasons why to use visuals

  1. People do not like to read on the web, our attention spans are short.

    Visuals on the web can provide a story, a message that can easily be identified in one photo.A photo can say a million words to sell you point easier.

  2. Shareable. Images are more frequently and prompt to be shared online via social media among the masses.This allows for more eyeballs and possible new customers achieved. As discussed in class, triple the number of inbound links do to images.
  3. Photos are more trustworthy. It is found that customers trust photos over plain text more often and engage further within the overall goal set out by the company.

Easter is coming in fast, are you ready?

  1. For this post, we chose a carton of eggs with an arrangement of colors and faces drawn on to provide a sense of the tone and style that can be found here at Border City marketing.
  2. We believe the image along with the headline “Easter is coming in fast, are you ready?” can achieve the goal of bringing in new customers or reach existing clients to potentially come back to set up an “Easter Campaign” tailored to their business.
  3. The overall message was tailored in a language as well that our consumer would easily identify or understand; plain language. Simple, concise and to the point. The overall message is supposed to add a sense of scarcity to make the user act fast.
The overall image is beneficial for the following reasons:
  1. It’s relevant to an upcoming event. Businesses around the area should be starting if not already getting ready for Easter.

    Our services could create a potential benefit for the consumer.

  2. Pictures can say a million words on their own. The image is seen to be fun and interesting, which has the potential to lure more potential visitors and read more information on the subject.
  3. Add reputation. On our website, we have a very similar image (different eggs, different face) but, same goal.

    If the consumer is being exposed to the image more than once, they are more willing to be excepting of the content and potentially read more because they recognize the tone and style.

  4. The overall message is more clear for the user.

    With the user being able to understand our overall message they will get to the conclusion they don’t have much time to act on the situation. -> Goal Reached.

A few easy hacks for user clarity

Updated Header
Understanding what works better for headers, we updated the header to potentially gain more members. The header creates a need to better themselves from their competition and a solution “Marketing”. We believe this may bring in more people to potentially work with.  

Organized the Information
Sitting down and taking a better look at the content. The message was unclear as to what we actually do for the consumer unless they put all the pieces together. We made it very clear as to what we do specifically for our audience and could easily be found in the post.

Call to Actions Added
After reviewing the original introduction statement we had come off a bit weak only asking for those who read to sign up for our email newsletter. Also, the first call to action was located at the bottom of the page. It is proven most rarely make it to the bottom of the page. We took this into consideration and added two more ‘call to actions‘ to draw new segments in. We displayed these to actions right below what we do because that is the main the message we are trying to get across.

F-Pattern Take 2
Further research was done about the F-Pattern and studying of how other articles portray the “F-Pattern”. We found that most websites, after 1-2 sentences apply a break. Each sentence is individually designed to hopefully grab the user’s attention while scanning to hopefully get them more involved or interested within our content. This has been applied to our post.

Content Shortening
Sitting back and re-doing the f-pattern there was a consistent amount of “fluff” (Unneeded text) being discovered. This has all been removed to simplify and make the message more concise for the reader.

5 easy concepts while writing for web

  1. Know you Audience
    In class, we first discussed the importance of “
    writing for our audience”. We feel as though we accomplished this in the first post. If anything, simply just shortened the content.

  2. Organization is KEY
    Second, we discussed 
    organizing information for the consumer so it could be accessed easily for the consumer. We did this by putting the keep message that we are trying to get across in the center of the post with a bit larger text to make it pop. We want our guests to know what we do and can do for them.

  3. Call to Action Placement
    Thirds, we are to write for a purpose. We want the consumers to do something for us. We took this and added a 
    call to action right underneath the list that was adding requesting more details or contact us for more details. If the user is to make it past that portion of the page without being completely not interested we made one last attempt to achieve their email for a newsletter. This newsletter is to get consumers to eventually work their way into actually wanting to business with us.

  4. Keep it Concise
    Keep the text as short as possible: In our newest post we simplified the message and removed the “fluff”. We added terms the consumer may understand more easily. This being the fourth topic discussed in class “
    shortening”. In class we discussed the importance of short text because those reading on a internet platform don’t want to read.

  5. Utilize the “F-Pattern”
    Lastly, when creating content for the internet we have to design our content for reading. This can be portrayed with the use of “F-Pattern” layout and easy for the consumer to scan the content.