Accepted Students Weekend is Hult’s biggest lead-gen and conversion event. To encourage as many students to sign up for our annual weekend-long event, we’d like emails, social media assets, printed postcards and landing pages. Once students arrive at the event, we’d like them to receive a T-shirt and create assets like stickers, roller banners and signage that all have the same look and feel as the promotional material. All assets should have a connective red thread, so it’s clear that all materials are connected to the same campaign, same branding, tone of language, visuals etc.
I brainstormed different ideas in terms of themes to focus on and finally settled on channelling the concept of beginning a new chapter of life and opted for empowering, fearless and bold language to portray this. For each asset, I used succinct copy that aligned with the interests/thoughts/language of the target audience (17-19-year-olds). I created all the copy, gave it to the Design team, and then proofread all the assets before they were published, posted or printed.