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Case Study: Study Abroad Posters

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Client:
International Education Center (since 2013, the Office of Undergraduate Education has administered study abroad through the Study Abroad Office) 

The Challenge:
Promote the center's Study Abroad programs in an interesting, unconventional way. Encourage current UCR students to visit the International Education Center website to learn more about each country's Study Abroad opportunities.

Background:
Initial scope of the project was 7-8 posters, each highlighting a different country that UCR students can visit. The project was extended to include 50 posters, which coincided with the center's 50th anniversary. Posters were marketed about 10 at a time. Each release was driven by registration deadlines and workshop events. Project was initiated in Fall 2011 and took one year to complete.

Branding and visual identity:
Each poster featured a vivid, yet ambiguously cropped photograph of a person, location or element from wildlife, below the tagline "Because the world looks different when you see it up close." Supporting text was minimized to focus attention on visuals and peak the audience's curiosity. A second call-to-action next to a QR code read, "See the full picture," and encouraged viewers to visit a mobile site via smart phone.

Online marketing:
QR codes on printed materials linked to a mobile website with full-sized images of each poster, trivia and country-specific information about Study Abroad programs, including how to register. Center's website also featured a photo gallery of all 50 posters, promoted in a photo slider on the home page and via R'Web spotlight.

Collateral:
Print marketing consisted of 50 posters printed 20"x32," posted inside cases in the Highlander Union Building. Smaller posters (11"x17", 25 copies per poster) were also distributed and posted in partnering campus units.
Client Testimonial:
"SAMC’s See the Full Picture campaign took marketing for UCR’s study abroad programs to a whole new level. The campaign simultaneously sparked students’ curiosity and met their need for 'on demand' information about study abroad, by integrating print pieces with our website. It was a beautifully designed and executed campaign that got students excited to explore R’World."
 
Karen McComb,
Director, International Education Center

 

Last Modified: 9/25/17