Summer's Cool at RIT Facebook graphic - Make Your Summer Count

Project

Summer’s Cool at RIT

My Role

Graphic Design, Social Media Graphics

Description

Rochester Institute of Technology (RIT) wanted to increase enrollment in their summer courses, so I was asked to create social media advertising for Facebook, Instagram, and Twitter.


Research

I began with some research into how other organizations had used social media advertising effectively. I was specifically interested in static image ads, and not video or text-only advertising. I learned that social media users don’t like ads that look like ads, but instead align with the typical content of that particular social network. The best ads were also primarily visual, with minimal copy over the image.

Summer's Cool at RIT research - Livday ad (good)

Striking image with minimal text (inspirational quote)

Summer's Cool at RIT research - DayQuil ad (good)

Interesting image with small product image at bottom

Summer's Cool at RIT research - NuMe Style ad (bad)

Image showing product, but a little text-heavy.


Concepts

Based on my research, and armed with an existing logo, I developed a few concepts that incorporated an existing logo, as well as RIT branding.

I selected photography that would perform well on social media platforms, showcasing less academic rigor and more casual, summer student life.

Summer's Cool at RIT concept 1
Summer's Cool at RIT concept 2
Summer's Cool at RIT concept 3

Final Designs

After presenting the concepts, we decided to go with one of the options. As far as the text of the ad, we were given four possible options. Instead of picking just one, we decided to do a series of ads, each incorporating one of the messages.

Instagram

Summer's Cool at RIT - Instagram - Boost Your GPA This Summer
Summer's Cool at RIT - Instagram - Complete An Immersion This Summer
Summer's Cool at RIT - Instagram - Make Your Summer Count
Summer's Cool at RIT - Instagram - Stay On Track, Graduate Ahead

Facebook/Twitter

Summer's Cool at RIT - Facebook - Boost Your GPA This Summer
Summer's Cool at RIT - Facebook - Complete An Immersion This Summer
Summer's Cool at RIT - Facebook - Make Your Summer Count
Summer's Cool at RIT - Facebook - Stay On Track, Graduate Ahead