Every year, the American Advertising Federation (AAF) participates in the National Student Advertising Competition (NSAC). While I've designed cover pages for the previous two years, this was my first year as Design Director therefore creating the plan book in its entirety. Adobe's challenge was to raise awareness of their new Experience Cloud for Advertising—a way for businesses to keep their analytics, content management, and audience data in one place. It is also the first independent platform that supports all paid media channels thus putting a company's adverts in more effective places.
Adobe Experience Cloud is a much more technical sponsor than what we have dealt with in the past so we dedicated a good chunk of time to fully understand this software and its value compared to others in its market.
One challenge we anticipated that would keep companies from adopting Adobe Experience Cloud was hesitation to switch a company's entire marketing system. It could seem stressful, complicated, and expensive. With this in mind, we wanted to gear our messaging and imagery towards themes such as simplicity and creativity while being consistent with Adobe's current branding.
Below is the finished plan book containing audience profiles, creative brief, different phases of the campaign, budget, and more.
I created every layout, mock ups, the majority of the copy, as well as the idea to have three phases in the campaign.
