Sunshine Photographics is an experienced photography company, professionally servicing Central Florida and beyond for over 20 years with over 1,700 events photographed. Traditionally finding a niche in wedding photography they specialize in convention photography, which lacked an online marketing presence. Researching how beloved their wedding photography business is through Facebook reviews, I can gain an understanding of how dedicated they are to their clientele.
Looking to the future, Sunshine Photographics wishes to expand upon their convention photography business, currently focusing on marketing online. Having a targeted audience of corporate, small/individual business (and even private event clients) alike only solidifies how important an integrated marketing campaign is due to the wide client base. This can be achieved through a visually consistent, clear, “message” or campaign throughout all channels that are used to reach their clientele. According to CIO.com the importance of designing a visually integrated campaign is as important as ever, as there are so many more channels in which to reach your client; and it is important to be consistent as to not receive different material.
Currently, Sunshine Photographics has a simple website to showcase their specialty in convention photography, but can benefit from a stronger online presence that stretches beyond the website. To help launch this online presence, I created a slogan for which the online campaign will revolve around “Let us be the sunshine at your next event”, because who doesn’t wish for sunshine when planning an event?
BANNER AD DESIGN
The banner ads designed for Sunshine Photographics remain visually consistent with their current logo through the color scheme and simple typography. These banner ads can be used on their website and/or used for potential advertising on other sites, for example a newspaper website. The design of the ads focus on the slogan campaign that I created for Sunshine Photographics, as well as continually focusing on convention photographs featured on their website.
Currently, Sunshine Photographics social media channel consists solely of Facebook, and of that, mainly focusing posts and images on the wedding side of their business. With this in mind, I created three Facebook cover photos as well as one for Twitter incase they branch into the social channel. Additionally, a Facebook timeline graphic and a logo-esque image were created which can be applied to any photograph on social media. Although individually different, together they stay consistent with the IMC sunshine campaign, and can help to promote Sunshine Photographics’ convention photography sector, which is currently absent from their social networking site.
An email design was created that can be sent to Sunshine Photographics’ clients promoting their new slogan campaign. The email draws attention immediately to the slogan, and following highlights the company’s dedication to convention photography. Respectively I also highlighted other services that the company provides as well as inventory, such a photo booth. Located at the bottom of the email is a summer savings section that current and future clients can take part in. The email stays visually consistent with the previous designs as well as with their current website scheme.
Previously I created designs to help attract and grab clients attention, next I turned to focus on a wireframe for the website which the client will land on when further learning about their services and business. I created the landing page with an updated, fresh, yet simplistic design with the main focus point being the photographs, which are seen in a slideshow format as soon as they enter the site. Following the slideshow a brief three-column layout was created to highlight Sunshine Photographics’ photography gallery, contact, and a newly added services page. A services section was added to highlight that this branch of the business goes beyond just photographing conventions, they accommodate to green screen services and golf outings to name a few. This will allow for this section of their current website to have its own area to shine as it currently is sharing space in the about me page. The footer will house the company’s contact information as well as links to their social media sites, if branching into those different channels is decided.
Color, photographs, and typography, came together to bring my wireframe design to life in the website mockup. The current color scheme is still consistent with the overall campaign and yet resembles their current website. Although the new redesigned sections expands the site from the current website it still remains simplistic and strongly highlights their photographs which was a main priority. The first photo of the slideshow will also showcase the caption of the sunshine campaign to stay consistent and present upon landing on the website.
In addition to the previously created material I also designed two additional Facebook timeline photos that Sunshine Photographics can share to market their convention photography through social media. In the first graphic I wanted to highlight the company’s equipment as well as their dedication to photography, in doing so I created a design that showcases one of their photos on a professional camera. I created the design so that the photograph is sharper than the actual camera as to make the photograph the focal point. The sunshine slogan and logo was created to market the current campaign.
The second graphic was created in unison with some of the social media layouts, which highlighted in some cases more than one photo to depict the different events Sunshine Photographics has photographed. With this graphic, five photographs were chosen to be shown in a “polaroid” way with frames. The colors, typography, and slogan still adhere to the current campaign to create unity.
Although I designed multiple visual marketing channels, I feel as though I only skimmed the surface of IMC opportunities. Thinking ahead, print would be a great opportunity for Sunshine Photographics to continue to gain a strong client base. Creating marketing material such as business cards, flyers, and even promotional material such as pens can remind past (and attract future) clients about their company long after they have attended an event. Additionally, an e-newsletter highlighting new services, inventory, or even their demographic range (as accommodations are national) can be a great marketing technique for them to further connect with their clients and remind them of all they have to offer.
In closing, it was an absolute pleasure designing a newly created IMC campaign over multiple channels for Sunshine Photographics. Learning how dedicated they are to their clients made it even more important that they integrate a campaign that is visually consistent to keep previous client coming back as well as welcoming new ones. Overall I believe I designed a campaign that Sunshine Photographics would be proud to promote and is in sync with their needs as well as visual growth. This was a wonderful opportunity to gain real world experience and I look forward to additional opportunities in the future.