2. To facilitate our ad network advertising, we have to provide the content for three digital display ads (banners). You will be required to write the content for a “four frame” banner in multiple sizes. You will be required to develop a visual storyboard for each banner. Please separate each banner on its own page with the following: (15 marks)
Display Ad Sizes
1. 300X600 2. 160X600 3. 468X60
Please include:
- Banner size.
- Content presented in separate frames.
- The goal of the banner.
- Reasoning and justification for each banner as it relates to topics covered in class.
- In-depth explanation of your planning process and reasoning. Destination plan.
Banner #1 Goal: This banner was created to share a story with young athletes that will inspire them in just a few words. Our goal is to show teens and kids that they are not alone in their life path and their dreams matter and they always have support.
Banners is a mini story that starts with the “dreams” of the young athlete, and ends with the inspiration that came to the athlete and the call to action “Do it now”
Size: 300X600
Frame 1:
Reasons and justifications for frame #1:
“Big dreams need Strong Support” is the beginning of this banner. It will help to create trust with a young athlete. We recognize that his dream is real and important not only for him or her but for us too. We want to show him or her that all dreams deserve support.
In the first frame was added a picture of the family to create a more cozy and family atmosphere (perception) and create an emotional connection with our reader.
Frame 2:
Reasons and justifications for frame #2:
Here we emphasize that we are ready to help young athletes not only inside the walls of the court but also outside it. We promise that we are ready to support them in their more personal life situations and help them as much as we can.
We insert a basketball picture and the whirlpool logo to show the readers who will help them.
By using the words “We’re always with you” we make the message more personalized which will help to catch a person's attention.
Frame 3:
Reasons and justifications for frame #3:
Here we present Derrick Coleman as the mentor that people will look up for. He is a man who has gone through a lot of challenges to achieve what he has now. It shows that if Derrick Coleman achieved what he wanted, you can do it too. Derrick Coleman is a symbol of success.
The words “Change the game, change lives” should inspire the reader to move on and start doing something for their dreams.
Frame 4:
Reasons and justifications for frame #4:
The words of the final frames should reinforce the young athlete’s faith and awareness so he can begin to take his first steps towards a brighter future in the world of sport industry. We include call to action to help a person take the first step towards their dreams.
Overall reasons and justifications for banner #1:
To make this banner more attractive for consumer we have completed and adjustment a couple things such as:
- Easy animation - we included an easy animation to make our banner more attractive for people, to catch their attention. (video is provided in separate file)
- Emotional appeal - content of our banners contain (positive) emotional triggers that lead a person to make the action. For example, frame #2:“we’re always with you” these words can evoke a sense of protection, calm, and happiness.
- Personalization - we include personalization to make content more appealing to a person, we added the word “you” that will help to grab his or her attention.
- Content minimalism - we did not put a lot of text and pictures to our banner, what is good for user experience. Our content is easy to read, contains readable fonts, minimalism of words (not more than 10), good combination of colors and pictures.
- Call to action - this is one of the most important elements included in the banner. If we want people to interact with our content, it is important to make our call to action to stand out from other content. We put it into the orange container(now it's a button) . It can help to grab a person's attention.
Banner #2 Goal: This banner is intended not only for young athletes, but also for their parents. The main goal of this banner is to show them that the organizers of this campaign, namely Derrick Coleman and Whirlpool company, are ready to help them to achieve their dream.
Banner begins with the personal interest of either a parent or athlete, namely “Dreams start here”, there is a possibility that his or her dream is related to his campaign and ends with an awareness that a person can achieve their dream and call to action “Do it now!” .
Size: 160X600
Frame 1:
Reasons and justifications for frame #1:
This frame opens our banner, it creates an emotional connection with the audience thanks to the phrase “Dreams starts here” it evokes feelings like hope and inspiration, he or she starts to believe that his or her dream can become true.
The image of a basketball court with children and the coach is one of the elements that resonates with our campaign. This is the thing that attracts the attention of children and teenagers who play basketball. We need their attention because they are our potential audience.
Frame 2:
Reasons and justifications for frame #2:
This frame contains information that might be useful for our potential audience. Here we provide a brief explanation of who takes a main role in this campaign.
The first thing that we included in this frame is the phrase “Make your dream real” . It must catch a person's attention because these words might contain some benefits for him. Namly someone can help him to achieve his goal.
Right after we provide the name of the organization and person who will help our potential audience and attach a logo and photo to provide a better idea about them (or it will help them to recognize them).
Frame 3:
Reasons and justifications for frame #3:
This frame provides details about our potential audience. In our case we are oriented on children and teenagers who play basketball and their family. We can see these with words “for young athletes & their families”, we say for whom we are doing all these things. And provide the image of the son with the father to support the credibility of words.
The combination of words and image should give a person a sense of belonging, it must resonate with his own life. So it will be if the person who reads this banner has a family. To catch a person's attention we need to provide information that resonates with him, his preferences, needs, wants, or what he owns.
Frame 4:
Reasons and justifications for frame #4:
The last frame provide words that must inspire a person to take a first step toward his dream.
These words "Shoot for the stars” show that anything can be achieved if you really want it, any dream, any wish, any plan. And in order to push a person into action, we added the words “Do it now” that will help them to make the first step.
Also words “Shoot for the stars” is the name of our campaign and it acts like a reminder about our project. We also included pictures of stars and basketball to emphasize and enhance our words with visuals, as a reminder who we are. Or give an idea to a person who sees our campaign for the first time what we are.
Overall reasons and justifications for banner #2:
To make this banner more attractive for consumer a we have completed and adjustment a couple things such as:
- Easy animation - we included an easy animation to make our banner more attractive for people, to catch their attention. (video is provided in separate file)
- Include personalization like in a frame #2 with the words “Make your dream real” one of the reasons why a person can pay attention to this frame (banner).
- Minimalistic text and design- small quantity of words that are located in the middle of the page, what make it more readable, big fonts in different colors that can attract people's attention, good combination of colors, good quality of photo and pictures.
- Include the name of the organization and person who takes an important role in the organization of the campaign to provide people with more details in a few words.
- Pictures - all pictures enhance the power of words, with the help of pictures, information more likely will stay in a person’s memory for a long time.
- CTA - call to action was included to give people access to information that we want them to know.
Frame 1:
Frame 2:
Frame 3:
Banner #3 Goal: The purpose of this banner is to remind and enhance key campaign messages, intended for those who have already seen previous banners or information about campaigns before. Banner is again targeting young athletes and their parents.
Banner begins with our attempt to inspire young athletes to reach new heights, mentioning the main organizers of the campaign and that we are ready to provide support not only to athletes but also to their families.
Size: 468X600
Frame #1:
Reasons and justifications for frame #1:
This frame includes the words “Dream. Do. Achieve” we can say that it is a step by step guide that must give a young athlete a motivation to work.
How do we know that this is provided for young athletes? With the help of an image, where we can see a teenager who plays basketball. It also gives an idea of what industry this campaign is connected to.
Frame #2:
Reasons and justifications for frame #2:
This picture might be interesting for readers because it provides information about the person and company who will help them to achieve their dream (based on frame #1).
We include the logo of the company and a picture of Derrick Coleman. Images will help information to stay in a person's memory for a longer time than just plain text.
Frame #3:
Reasons and justifications for frame #3:
In this frame provides information about our audience specifically “young athletes & their families” people who resonate with this description will pay attention to this frame. We also include benefits like “support” for our potential audience.
We include the picture of family to enhance the power of words.
We want to show them that we are actually ready to provide them real support.
Frame #4:
Reasons and justifications for frame #4:
The last frame contains a couple important elements.
The first element is the words “One dream” - it is a reminder for a person about his dream.
After we have the words “One action” - and it must inspire a person, and show him that even one small step can help him to achieve his dream.
And the last element is call to action “Make it count” - it’s an emotional trigger, we try to convince a person to take an action if he does not want to lose a chance. If he does not want to make it count it means that he literally loses everything.
Overall reasons and justifications for banner #2:
To make this banner more attractive for consumer a we have completed and adjustment a couple things such as:
- Easy animation - we included an easy animation to make our banner more attractive for people, to catch their attention. (video is provided in separate file)
- Minimalist design - design of this banner includes a good combination of blue, yellow, orange, white and black colors (some colors are main colors of our campaign identity). Include good quality pictures and images that make our banner more attractive, and tell “visual story” of our campaign.
- Usage of images - usage of images is important because images will stay in a person's memory for a longer time than plain text.
- Text - use of plain language without difficult words and terminologies makes it easier for a person to read the text. Usage of the big size of fonts and correct color make it more readable.
- Emotional trigger - in the first frame with words “Dream. Do. Achieve” we try to convince a person to do something and motivate him. We provide infromation who will help him to achieve his dream and for whom this campaign was created. And we close this banner with the last frame that includes words “Make it count” and trigger a person with a certain type of fear, if he does not do it he loses everything.
- CTA - also “Make it count” is our call to action. To make it stand out from the other content of the frame we put it into the yellow round frame. It will increase the chance that a person will pay attention to this banner and take action.
In-depth explanation of your planning process and reasoning.
Planning process for all 3 banners was almost the same but with some differences, below we will provide planning process for each banner:
Banner #1 steps:
Step 1: Identify the main audience of this banner - in our case the main audience for the first banner was only athletes.
Step 2: Create content (text) for each frame - to complete this step we made researchers rely on our main audience, we were trying to identify how we can deliver important information to them, what they need, how we can attract their attention. It was important to include the minimum number of words, and use plain language to make text more easy to skim (read).
To attract their attention we also needed to choose the tone and voice of the banner, our voice is empowering and caring. Tone - supportive, inspiring.
Include call to action
Step 3: Create visual layout of banner: to complete this step I needed to make researchers identify the color of our banner based on the main colors of the general campaign. Choose pictures and edit some of them and include them in our frames. Choose font style and font size for our content. To arrange text and images correctly in each frame.
Step 4: make banner animated: choose a platform where we can edit and create animated banners, we used a platform called “creatopy.com” to create animated banners. Upload files (frames) that were created in photoshop and had all necessary information (text, design, images etc) and chose animation for each frame. Create an animated banner (video).
Banner #2 steps:
Step 1: Identify the main audience of this banner - in our case the main audience for banner #2 are young athletes and their families
Step 2: Create content (text) for each frame - to complete this step we made researchers rely on our main audience, as we have two different types of audience for this banner we must know preferences and interests of both. So, content for young athletes will be concentrated on their dream(our goal here is to inspire them), and for their families we will be concentrated on support (parents will find this banner interesting if his child is an athlete and their family needs a certain type of support).
To attract their attention we also needed to choose the tone and voice of the banner, our voice is empowering and caring. Tone - supportive, inspiring, friendly.
We also add information about the main organizers of this campaign.
Include call to action
Step 3: Create visual layout of banner: (same as for banner #1) to complete this step I needed to make resources, identify what color of our banner will rely on the main colors of the general campaign. Choose pictures and edit some of them and include them in our frames. Choose font design and font size for our content. To arrange text and images correctly in each frame.
Step 4: make banner animated: (same as for banner #1) choose a platform where we can edit and create animated banners, we used a platform called “creatopy.com” to create animated banners. Upload files (frames) that were created in photoshop and had all necessary information (text, design, images etc) and chose animation for each frame. Create an animated banner (video).
Banner #3 steps:
Step 1: Identify the main audience of this banner - in our case the main audience for banner #2 are young athletes and their families
Step 2: Create content (text) for each frame - to complete this step we must rely on preferences, needs and wants of 2 audiences. For young athletes we provide motivative content based on their dreams, with the words “Dream. Do. Achieve” we push (motivate) them to make an action toward their dream.
And for families we will be focused on support and family values, for example, every parent would like to get support and give it to his child as well.
Include names of organizers who started this campaign to give ideas for people who started this campaign. Another reason to mention the organizers of the campaign is to create brand and identity awareness and stay in people's memory for a long time.
To attract their attention we also needed to choose the tone and voice of the banner, our voice is empowering and caring. Tone - supportive, motivative.
Step 3: Create visual layout of banner: (same as for banner #1 and #2) To complete this step I needed to make resources, identify what color of our banner will rely on the main colors of the general campaign. Choose pictures and edit some of them and include them in our frames. Choose font design and font size for our content. To arrange text and images correctly in each frame.
Step 4: make banner animated: (same as for banner #1 and #2) choose a platform where we can edit and create animated banners, we used a platform called “creatopy.com” to create animated banners. Upload files (frames) that were created in photoshop and had all necessary information (text, design, images etc) and chose animation for each frame. Create an animated banner (video).
Destination plan.
Banner #1: Destination for banner #1 is to encourage young athletes to engage with our content and join our campaign. Become a part of the “Shoot for the stars” family. And to get a chance to win a prize. If person engage with this banner and join the campaign he will:
- Learn more about mission of “Shoot for the stars”.
- Will read real shared stories from other participants of the campaign.
- Will be able to share his own story.
- Will be provided with information on how he can join this program.
Banner #2: The destination of this banner is to inform not only young athletes but also their families with information that organizers of this campaign provide real support, that means people who are in need can join this organization. If person engage with this banner and join the campaign he will:
- Get information about support (benefits) that this campaign provides for young athletes and their families.
- Details about participation (what you must do or have to participate).
- Get a general idea about this campaign.
Banner #3: Destination of banner #3 is to empower athletes to do action towards their dreams, to make their actions valuable, and provide a brief idea about benefits that a participant and his family can get if they take part in a contest. Convince them to participate. If person engage with this banner and join the campaign he will:
- Will get information about benefits that campaign provides.
- Will get details on how to participate in the contest.
- Will be able to see stories of other participants.