For my Writing and Design Concept class, I created a mock-up campaign geared towards college students, blending traditional, non-traditional, and social media ads in collaboration with Dakine and the National Forest Service.

Strategy Brief:

GET: COLLEGE STUDENTS

TO: PURUSE THEIR NEXT ADVENTURE WITH DAKINE

BY: OFFERING DEALS AND COLLABORATIONS PARTNERED WITH THEIR UNIVERSITY THAT PROVIDE BENEFITS

CAMPAIGN STATEMENT: “LET DAKINE TAKE YOU FROM CAMPUS TO THE TRAIL.”

Traditional: A one-page ad that utilizes both the front and back, featuring a QR code linking to Dakine’s collaborative deal with the National Forest Service. The ad will be positioned in college publications.

Non-Traditional: A year-long forest pass provided with the purchase of a Dakine product and a valid student ID card.

Social: A collaborative Instagram carousel with the university’s outdoor program or club, promoting the limited-time pass offer. The post will highlight that products can be purchased at the outdoor barn or online with proper identification.