1. Graphic Design for Digital Media
Digital Media Trends and Best Practices
briancom.com

2. Quick Intro: Tara Armstrong
SVP Analytics, Realtime Media, a Brian Communications Co.
Previously Media Director, The Wharton School
Adjunct Faculty, Digital Media
Contribute to: Target Marketing Magazine, Retail Leader Magazine, Philly Ad News, Perfecting the Landing Page
Contact:
@analyticsmaven

3. Effective Use of Digital Media
Synergy with overall media and messaging – single most effective step
Aligned with the overall brand goals
Reflects media consumption behaviors
Integrated approach with consistent message and brand image across touch points

4. Today: Higher Ed Audiences
instagram
change
Be heard
community
passionate
Twitter
Social media
optimistic
knowledge
trendy
prepare
UGC
57% smartphone penetration in the US
73% of online adults use social networking sites
56% of young adults engage in creating or curating content
90% of smartphone owners access the same on mobile and desktop
49% s are opened on smart phone
67% of buyer’s journey is now done online
Passionate; hold strongly to their values.
Want to be heard, contribute opinions and make an impact.
Constantly connected, using multiple devices at once.
Current, relevant, always know what’s popular at the moment.
Digital natives; grew up with technological innovations. Comfortable with changing technological advances.
contribute
HOURS
CONFIDENT My
values
Current
Tech-savvy
IMPACT
generation
DIGITAL
digital native
liberal

5. Digital Design… a case study

6. Widener Leadership Works
Break-through, consistent messaging is the foundation across all platforms
Cohesive use of factual distinction and imagery in iconic settings
Diverse media channels guided by best practices in design: Broadcast, literature, print, outdoor, digital display, , and search

8. Digital Design Best Practices
Focus on offering a customized but not disconnected web experience to users
Visuals can bring big wins
Content does travel
Move budget to where consumption occurs
Multimedia engagement
Measure and optimize

9. Digital Design Strong, clear CTA Concise message Emotional imagery
Headline should match the CTA that drove them there
Don’t waste valuable real estate
Review multiple devices

10. What is “Responsive Design?”
Tablet
Phone
Desktop
What is “Responsive Design?”

11. How do we extend this to multiple media?

12. How do we know what’s working?
Always be measuring

13. Landing Page and Media Optimization
Strong response during overall media flights
Heavier mobile composition than main campaign
Higher engagement from digital media links
Lower bounce rates
Continuous A/B testing against creative and copy

14. Overarching Results
Yield was more successful than anticipated
Best prepared class in terms of academic profile
Schools and programs see enrollment increases
Widener awarded for multi-media advertising programs
Net: Integrated communications program – digital media, PR, traditional publications, events -- presenting Widener University strengths in an effective way