When Stephens College decided to move toward a more middle- and high-school aged market for its summer camp programs, it turned to a marketing group close to home for help reaching its new audience.
Creative Ink, Stephens’ student-run marketing firm, was asked to create promotional materials for the 2017 summer camps. Working in teams of two—an account executive and a creative executive—the students pitched multiple ideas, each well planned and researched.
Stephanie LeBlanc ’19 (pictured right) and Brie Marie Orsak ’18, a Creative Ink account executive, teamed up for the project with LeBlanc designing the cool kicks, which have a distinctly Andy Warhol pop art feel.
“It was an extremely difficult decision, and there were many great options,” said Rebecca Kline, director of marketing and communications at Stephens. “In the end, we liked the way the concept designed by Stephanie, in partnership with Brie Marie, conveyed the Stephens commitment to respecting and embracing every student as an individual. In other words, color your shoes anyway you’d like because you are uniquely you.”
LeBlanc said she chose to draw Converse sneakers because they are popular with the target audience. The design was used in print, and on digital ads and T-shirts.
“I also felt they fit nicely in with the active and fashionable atmosphere of the camps,” LeBlanc said, adding sneakers are a common fashion statement among middle- and high-school girls, and one that can show their individuality.
“Summer camp is about being able to express our passions,” she said, “so I designed it in a way that conveys that idea.”
Kline was impressed with the professionalism of the Creative Ink students as well as their ability to produce results in a short period of time.
“I’ve had a lot of ad agencies and creative services firms pitch to me over the years—and I’ve done quite a few pitches of my own,” she said. “Every single Creative Ink team involved in this project demonstrated a strong understanding of the project, my needs as a client, and the market we were trying to reach. Every team was professional and prepared. I continue to be impressed with their work time and time again.”
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