STRATEGY DIRECTOR
CELEBRATE SAFELY AUDIENCE ASSESSMENTS
CLEMSON UNIVERSITY
Division of Student Affairs
Clemson Athletics
Roles:
Marketing Strategist
Audience feedback and assessments have been integral to the development of effective messaging campaigns that have included health and wellbeing topics, career preparation and perception awareness of brand communications. Using a diversity of methodologies
I have implemented market research practices to gather insights that have informed messaging strategies and creative directions of campaign work.
BACKGROUND
The Celebrate Safely campaign is a partnership between Healthy Campus and University Athletics that shares messaging topics related to student awareness of practicing safe social habits (specifically related to drinking).
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After operating on the same creative direction and messaging approaches for multiple years we reviewed performance data, developed surveys and conducted student focus groups to assess the impacts of this campaign. While additionally gathering insights on how we could refresh the messaging and creative deliverables to increase effectivity from students perspectives.
STRATEGY
This messaging campaign talks about topics that are not particularly popular with its target audiences, but has an important impact on their safety and awareness. ​
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We needed to gather unbiased, and transparent feedback, from these students to understand if the current campaign was memorable, or if it simply was missing the mark on being relatable to them. Without the correct perspectives and insights from students on what would impact them the most this campaign would always fall short of reaching its goals.
PROCESSES
Looking to remove our own biases and expectations from the research process, I developed a three fold approach to gathering data:
1. Short awareness survey, distributed through faculty contacts to students in any colleges. (Quantitative data)
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2. Focus group sessions conducted across several classes in college of communications (Qualitative data)
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3. A/B design testing and feedback sessions for comparative awareness and impact (Quant & Qual data)
OUTCOMES
Feedback data from practices showed students were mostly unaware of messaging due to confusion with designs relation to topic of "drinking" and lack of clear target messages.
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Their feedback lead to a rebranding process that utilized an expansion of messaging topics, and visuals, that more directly included contextual examples of scenarios or situations experienced. ​Along with the diversification of deliverables (print, video, social media, digital signage)to reach them more directly. Leading to increased performance metrics and awareness rates in POTP and NCHA surveys a year later.
DELIVERABLES
ASSESSMENT PRESENTATION
DATA CODING MATRIX