I Belong
East Central University Gay-Straight Alliance
East Central University Gay-Straight Alliance
Creative Brief
Goal
· The goal of advertising is to create awarenessof the East Central University Gay-Straight Alliance and encourage attendanceto group meetings.
· Most often, a negative connotation is publiclyattached to gay, lesbian, bisexual, transgender and queer individuals. A secondgoal would be to erase this connotation and replace it with a positiverepresentation of GLBTQ individuals.
Client facts
· The Gay-Straight Alliance is a support/socialgroup for gay, lesbian, bisexual, transgender and queer students.
· The GSA members make no assumptions aboutattendees’ sexuality – anyone of any gender, orientation or identity can attendgroup meetings.
Product/Servicefeatures
· To provide a support and/or social group for ECUstudents of GLBTQ and straight orientation
· To provide a forum to combat homophobia oncampus
Target Audience
The primary target audience for the advertising is collegestudents, which would normally be 18-22 years of age, but since ECU has a largenon-traditional student population, the age range of the target audience wouldspan from teens/twenties through 30s, 40s and 50s and beyond. The advertisingwill mostly reflect the younger demographic, but could incorporate olderindividuals to capture the over-all ECU college demographic.
The income of the demographic will vary, from traditional‘broke student’ mentality to medium-income adults returning to college to Ph. Dand Masters students. The audience is constantly bombarded with traditional andnon-traditional advertising (print, radio, web, mobile), so advertising wouldneed to stand out among the barrage of information available.
The secondary target audience for the advertising is theAda-area community. The GSA encourages community participation and activism andwould like to increase awareness of gay issues within the community. Asub-target audience within this demographic would be individuals who aresensitive to gay issues and politics, such as liberals and progressives.
The income of this demographic will also vary, fromtraditional working-class families to higher income individuals – doctors,lawyers, government officials, etc.
Service Benefits
Creating a safe environment for students
Creating/raising awareness of gay rights and issues
Competition
Other campus organizations that students who would attendGSA meetings would also attend
Indirect competition
Organizations or individuals – not necessarily campusorganizations – who would discriminate against GSA individuals
Brand Image
To create a positive image of GLBTQ individuals
Strategic Message
That anyone of any gender or orientation can be a member ofthe GSA
Supporting Evidence
· Increased attendance to GSA meetings
· Increased public awareness of GLBTQ issues
Goal
· The goal of advertising is to create awarenessof the East Central University Gay-Straight Alliance and encourage attendanceto group meetings.
· Most often, a negative connotation is publiclyattached to gay, lesbian, bisexual, transgender and queer individuals. A secondgoal would be to erase this connotation and replace it with a positiverepresentation of GLBTQ individuals.
Client facts
· The Gay-Straight Alliance is a support/socialgroup for gay, lesbian, bisexual, transgender and queer students.
· The GSA members make no assumptions aboutattendees’ sexuality – anyone of any gender, orientation or identity can attendgroup meetings.
Product/Servicefeatures
· To provide a support and/or social group for ECUstudents of GLBTQ and straight orientation
· To provide a forum to combat homophobia oncampus
Target Audience
The primary target audience for the advertising is collegestudents, which would normally be 18-22 years of age, but since ECU has a largenon-traditional student population, the age range of the target audience wouldspan from teens/twenties through 30s, 40s and 50s and beyond. The advertisingwill mostly reflect the younger demographic, but could incorporate olderindividuals to capture the over-all ECU college demographic.
The income of the demographic will vary, from traditional‘broke student’ mentality to medium-income adults returning to college to Ph. Dand Masters students. The audience is constantly bombarded with traditional andnon-traditional advertising (print, radio, web, mobile), so advertising wouldneed to stand out among the barrage of information available.
The secondary target audience for the advertising is theAda-area community. The GSA encourages community participation and activism andwould like to increase awareness of gay issues within the community. Asub-target audience within this demographic would be individuals who aresensitive to gay issues and politics, such as liberals and progressives.
The income of this demographic will also vary, fromtraditional working-class families to higher income individuals – doctors,lawyers, government officials, etc.
Service Benefits
Creating a safe environment for students
Creating/raising awareness of gay rights and issues
Competition
Other campus organizations that students who would attendGSA meetings would also attend
Indirect competition
Organizations or individuals – not necessarily campusorganizations – who would discriminate against GSA individuals
Brand Image
To create a positive image of GLBTQ individuals
Strategic Message
That anyone of any gender or orientation can be a member ofthe GSA
Supporting Evidence
· Increased attendance to GSA meetings
· Increased public awareness of GLBTQ issues
Print Ad #1 - Purple
Print Ad #2 - Red
Print Ad #3 - Blue
Print Ad #4 - Green
Print Ad #5 - Orange
Print Ad #6 - Yellow
Poster/Flier #1 - Purple
Poster/Flier #2 - Red
Poster/Flier #3 - Blue
Poster/Flier #4 - Green
Poster/Flier #5 - Orange
Poster/Flier #6 - Yellow
GSA Logo Variations
22x28 Poster
Black & White Ad #1
Black & White Ad #2
Black & White Ad #3
GSA Bumper Sticker
GSA brochure outside
GSA brochure interior