GOTR Recruitment & Promotional Materials
Client: Girls On The Run (GOTR) North State
This project was completed during my internship with Tehama Group Communications.
Teammates: Elizabeth Hawkins, Kelsi Taylor, Tiana Pena, Lauren Davis. *Teammates contributed to the research portion of this project
Duration: 4 months
Challenge 1: The client, Girls On The Run North State needed an energetic flyer to gain general public interest and get them (specifically in Tehama, Shasta, and Siskiyou county, California) excited about donating to GOTR North State, show them where their donations were going, and increase brand awareness for the organization. The client also wanted a simple way to reward those who had donated to the organization. All content needed to follow the GOTR style guide. Audience: general public and potential program donors.
Programs Used: Adobe InDesign, Adobe Illustrator
Solution 1: I redesigned the Giving Tuesday flyer to connect with locals of the Northern California area with visuals of Mount Shasta, a recognizable local landmark. I added visual interest with illustrations drawn in Adobe Illustrator and later positioned into Adobe InDesign. Virtual “stickers” were also created to reward those who donated to the Giving Tuesday campaign on their Facebook page after donating. All logos were appropriately positioned, and all colors and typefaces were in line with the style guide.
Challenge 2: The client, Girls On The Run North State needed a flyer that was simple and appealed to girls to hand out at schools to recruit additional girls to the program in the Spring. Flyers were currently cluttered with limited visual hierarchy and appeal. A clear price chart was needed to easily explain their rates. All content needed to follow the GOTR style guide. Audience: girls in grades 3rd – 8th and their parents.
Solution 2: To appeal to girls grades 3rd – 8th, emoji style graphics were created in Adobe Illustrator to represent various sections of information presented in the flyer. A traditional half-page version of the Girls recruitment flyer was created to minimize paper costs (two flyers per sheet) and were printed in black and white for cost effective printing. Flyers were printed on colored paper to stand out, while saving money on printer ink. A full-sheet version was also created to provide flexibility for a bilingual option (to be later added on the other side).
Flyer Icons
My Role: My primary role in this project was positioning and designing the two flyers and a virtual sticker for donors to post on their Facebook page. I served in minor roles pitching several brand messaging strategies to the client and collaborated on four focus group surveys (one for girls who had previously participated in the program, one for coaches in the program, one for parents who had a child previously participate in the program, and one for adults in the Northstate to gauge the interest and knowledge of the GOTR program) with my teammates. I also assisted with the silent auction at a GOTR fundraiser dinner.
Research: For my research I extensively studied the GOTR handbook and style guide, and viewed the organization's website and previous and current GOTR flyers. Our team created four surveys, one for girls who had already participated in the program, one for coaches, one for parents who had a child previously participate in the program, and one for the general public (to gauge what they knew about the program). My teammates surveyed the general public at a farmers market to gain insight into what people in the area knew of the GOTR program. The survey for girls was filled out on paper and returned to our team. The coaches and parents surveys were answered through SurveyMonkey.
Challenges: I was challenging to communicate promptly and clearly with our client to fulfill their needs. To overcome this, I listened intently to my client, took detailed notes at each meeting (including team meetings) and promptly responded with all team and client correspondences. After several in-depth conversations with our client I was able to correctly place the organization's logos. By referencing the GOTR style guide frequently, I kept the final deliverables on brand, while still incorporating elements from the Northstate to appeal to locals. The previous Girls Recruitment flyer was cluttered, so I created a clear visual hierarchy, keeping information as clean and straightforward as possible.
Learning: I learned to keep content consistent with the organization's existing style guide. Strengthening my experience with constant rewrites and edits, I improved thinking on my feet, working with a client, and appropriate time management skills. I expanded my knowledge of file sizes and typefaces appropriate for print and virtual stickers used with social media platforms. Working with my teammates we also formulated a variety of questions for four focus group surveys.