Planning the Best Visual Communication Campaign for Your Goals

Planning the Best Visual Communication Campaign

When it comes to designing a visual communication campaign, one size doesn’t fit all. Not every social media campaign needs a motion graphic; not every new product launch needs a microsite. Because of this, the following post should be taken as guidance. They’re examples for John and Jane Entrepreneur, not the packages that will without-a-doubt meet your needs. Coming up with that unique package typically only happens in a live conversation with the team creating the collateral.

However, if you’ve never embarked on a visual communication campaign, it’s helpful to see what might work. It may help you best understand the recommendations of your creative team later on.

Here are some example packages for 3 common visual communication campaign scenarios:

Grab Attention and Stay Memorable at a Trade Show

  • Booth design: No one approaches a bland booth. Make sure yours is eye-catching and on-brand. We had the opportunity to design the artwork for our own booth at SXSW!
  • Motion graphic: On-screen text and looping are key. They help ensure your booth’s motion graphic will grab attention and “be heard,” even with low or no sound.
  • Postcard or brochure: A compact leave-behind is ideal for booth visitors to remember you after the trade show or presentation.
  • Business cards: Having a direct contact at the company also helps encourage visitors to follow up, so pass out business cards that are truly memorable. This was one part of our visual communication campaign for MyConsultQ.
  • Social media thumbnails and/or GIFs: Keep posting to your social accounts before and during the conference, using all relevant hashtags and mentions to drive traffic to your pages — and your booth.

Introduce a New Company or Product

  • Microsite: Perhaps your company is a subset from an existing brand, or your product is a niche offering. A microsite is a great way to try out new applications of your visual brand or debut a whole new style without creating a confusing departure on your main site.
  • Motion graphic: Explainer videos are key — 64% of people are more likely to buy a product after watching a video about it. Create something engaging, purposeful, and to-the-point to hook your audience.
  • Infographic(s): When planning ahead, infographics — like this one we made for Internet Explorer — can be designed in a modular fashion. This allows them to be easily broken down into smaller pieces, creating instant social media thumbnails.
  • Emails: Got an existing mailing list? Leverage it to let your audience know about what’s new with you. Customize to the specific mailing service provider you use to ensure optimal appearance and functionality.
  • Online ads: Target your niche audience by designing banner and sidebar ads relevant to your company.

Reach a Local Audience

  • Workbench: Keeping a consistent aesthetic is key. A workbench of assets allows you to repurpose key, distinctive imagery from your visual communication campaign in future related work. Used alongside your logo, this keeps brand recognition high.
  • Motion graphic: Local TV ads, sponsored/targeted social media posts, and placement on your site can ensure the audience you want to reach is hearing your story.
  • Infographic(s): Just like for introducing a new product or company, modular infographics are great for reaching local audiences by doubling up as easy social thumbnails.
  • Brochure: Your brochure can be downloaded from your site, but also available at an onsite location you may have, or placed in partner locations. A brochure was just part of the local campaign we did for Downtown Seattle Association.
  • Transit station/vehicle ads: Find your audience while they’re out and about.

Remember: these packages are just examples. Even if your need fits one of the scenarios above, a visual communication expert can design the best campaign for you — and may have new ideas beyond this list, too.

Lucy Todd

Author Lucy Todd

Lucy Todd is the Chief Process Officer at Killer Visual Strategies. She is a Seattle native and Western Washington University graduate. Her degree in Creative Writing and her customer service background both inform her work daily. A Killer employee since 2011 and executive since 2014, Lucy has researched for, written, and/or project-managed over 4,000 projects for the company, affording her key insight into our processes and projects. This experience is invaluable in allowing her to lead and empower Killer’s content and project management teams to success. Lucy enjoys managing the day-to-day at the office, offering a unique perspective when a team or colleague feels stuck, and learning from her peers and clients each day.

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