Developing Visual Campaigns

Introduction

• Welcome
• What to expect in this course
• What you should know
• Exercise Files
• Challenges

1. The Growing Demand for Visual Campaigns

• Defining visual communication today
• Visual storytelling vs. Info visualization
• Why is visual content in high demand?
• Why quality content trumps quantity
• Defining a visual campaign
• ✓ Challenge: Identifying Quality Content
• ✓ Solution: Identifying Quality Content

2. Concepting and Pitching Your Campaign

• 3 questions to start any campaign
• Developing a creative brief
• Brainstorming creative direction
• Brainstorming solutions
• Brainstorming timelines
• Presenting the pitch
• Finalizing direction and getting buy in

3. Developing a Visual Language

• What is a visual language
• Choosing a font
• Choosing colors
• Developing an illustration style
• Determining data viz styles
• Presenting your visual language

4. Popular Solutions to Drive Your Campaign

• Letting data drive your content
• Creating a workbench of assets
• The power of micro narratives
• When and how to use eBooks
• Developing visual content for articles
• When and how to use motion graphics
• When and how to use infographics
• When and how to use interactive content
• When and how to use email templates
• Other types of content to consider

5. Pitfalls to Avoid

• How to avoid the mistake of spam
• 3 data viz mistakes to avoid
• Passing the campaign off to designers
• Passing the campaign off to marketers

Conclusion

• Next steps