Latin American Studies
Marketing Campaign
Langara College
2018
PROJECT OVERVIEW
Langara College’s Latin American Studies program provides an interdisciplinary approach to learning about the diverse geography, culture, history, and political economy of the region.
The program was experiencing low enrollment due to a multitude of factors and was seeking a marketing campaign that would appeal to prospective students, while still integrating into the established Langara College brand, communication, and marketing guidelines.
ROLE
Team Lead, Graphic Designer, & Presenter
GOAL
Since Latin America is such a vast region, it is complex to categorise or focus on a single identifier for the region – apart from the lingua franca, Spanish. Through a survey we asked a controlled group what ideas came to mind at the mention of Latin America. Common stereotypical articles were named, which was an identifiable issue when discussing issues of Mexico, Central and South America. This presented the opportunity to turn one dimensional and sometimes harmful notions of Latin America into an opportunity for the audience to learn more about the culturally rich region via post-secondary, elective classes. Our aim was to translate, subvert, and distil the idea into a promotional campaign that showcased the diversity, importance, and relevance of Latin American culture and political economy.
PROCESS
Working alongside a group of 5, we were able to conduct research on the subject, identify the target audience, and call to action for a public campaign. Collectively, we determined the objective, identified our target audience, and developed the messaging for the campaign. The second stage saw our team split into groups, tackling the production of marketing collateral and implementation. My role consisted of being a project lead, developing the artwork for the concept, directing a promotional video, and presenting the proposal to our stakeholders.
TOOLS
Illustrator, InDesign
SUCCESSES
The Latin American Studies Program Coordinator in the Department of Interdisciplinary Studies at Langara College awarded our team with the winning concept. The campaign was adapted and implemented by the Marketing and Communications team at the College in the autumn of 2019.
