An advertising campaign is a series of messages and associated creative that connect to a big idea. Often campaigns are integrated across a range of media channels over a set time frame. Campaigns are developed based on an objective, such as building brand awareness and changing perceptions or improving reputation and usually have a fixed duration.
The messages or creative can differ from campaign to campaign. While it is important to stay true to the brand visual identity, (logos, fonts, colours, graphic device), campaigns may have a unique application of certain brand elements – to ensure the big idea guides the concept.
Note: All major campaigns must be developed in association with University Relations. Get in touch with your faculty’s marketing officer or email firstname.lastname@example.org to discuss your campaign needs.
- Campaigns can adhere to primary and secondary font usage, graphic device and logo placement.
- Campaigns can use colour to complement photography or increase visual interest.
- Campaigns may include the alternative use of tertiary colours to help marketing materials stand out (e.g., the use of background screens of tertiary colours on 2017 Brand and Reputation Campaign materials).
- Campaigns can allow for alternative use of photography to help communicate complex concepts (e.g., innovation, research, policy, etc.). For example, in the 2017 Brand and Reputation Campaign an everyday object is used as a visual metaphor to demonstrate the positive impact Ryerson researchers are having on society. In this example, the photograph of an object, birthday candles, helps to show the impact of the biomedical research, which is longer and healthier lives.
This recent campaign highlights Ryerson’s outstanding research through the use of a visual metaphor. Rather than depicting photos of researchers in the ad creative, the materials highlight everyday objects that speak to the impact of the research in a meaningful and creative way. The call to action then drives people to the Ryerson website where the researchers’ stories and their photos are featured.