Drexel Product Design Showcase

Brief

In response to COVID-19, the Drexel Product Design Class of 2020 pivoted our usual physical senior thesis showcase exhibition to a completely online, interactive event. I was in charge of the communications and marketing for the event.

I spearheaded a social media and email campaign, as well as outreach to other organizations to advertise the event. I also helped with the fundraising campaign, which included individual sponsors, a GoFundMe campaign, and custom designed merchandise on Threadless.

Developing the Theme

I collaborated with the Branding Team to create unique digital designs for use in the marketing campaign and throughout the showcase.

Theme

“Working From Home” - A literal blending of the physical and digital paradigms

Inspiration and Mood Board

Branding Guide

Instagram Campaign

I created the content strategy, designed the graphics, and wrote the copy for the Instagram marketing campaign. The goal was to attract potential attendees and publicize important event information, such as important dates and new merchandise releases.

I also reached out to targeted accounts with larger followings and requested them to promote our event and account to their audiences, which brought in new followers and interest in the event.

By the end of the campaign, I had increased the Drexel Senior Product Design Instagram account’s followers by 25%.

Sample Text for Announcements

Senior Spotlight Posts

Senior spotlight posts were a way for viewers to learn more about each student and what projects were to be presented during the showcase.

A block of posts for the “Senior Spotlights” included:

1. Senior Project: a preview of each student’s design project

2. Stylized Portrait: the student’s portrait, stylized to the “web” theme with pixel treatment

3. Student’s Interests: image of the student’s passion project or interests

Example and Sample Text

Stylized Portrait Mood Board

Stylized Portraits

 Marketing Strategy and Graphics

I used an email campaign to disseminate information directly to our audience. I created the content strategy and email schedule, wrote the copy, and designed the graphics for the emails.

Email announcements included event invitations, promotion of merchandise and fundraising, event details and links, reminders leading up to the event, and a follow-up thank you email after the event had finished.

 Fundraising

Merchandising with Threadless

We created merchandise through Threadless to sell and fundraise for the senior showcase. With Threadless, we would not have to manage a merchandise stock or order in bulk with the potential of not selling the merchandise, as each individual person’s purchase is made-to-order and shipped to them from Threadless.

Online Merch Shop on Threadless

Range of Clothing, Home Decor, and Accessories

Result

In the end, my social media and email campaign brought in over 200 attendees to the virtual showcase, and with the fundraising team, raised roughly $1600, which was used toward putting on the virtual show and purchasing commemorative project magazines for the seniors and their families. At the virtual senior thesis exhibition, we were able to include not only our friends and loved ones, but also students, teachers, and design professionals from all over the world.