CACE (Certificate in Adult and Continuing Education)
Campaign Concept & Brochure Design
In 2018, we received the mission of coming up with a new concept for one of UVic Continuing Studies program's campaign and marketing material, that could better translate what the program is about and the outcomes of taking it.
The previous concept had the image of a woman climbing and reaching the top of a mountain, making an analogy to the challenges and rewards of taking the CACE program. Students' feedback had shown that the concept failed in delivering the message that the program director and coordinator wanted.
After having a focus group session with graduates and current students of the program, we had a much clearer idea of what direction to take, but at the same time, finding the perfect concept proved to be a challenge because the students answers were complex and pointed out diverse aspects of what they enjoy the most about the program.
We had many brainstorming sessions and meetings to come up with concept ideas, but none of them seem to be worth pursuing. The deadline was approaching and we didn't have anything to present to the program's director and coordinator. Coming up with the new concept proved to much harder than we expected.
We had many brainstorming sessions and meetings to come up with concept ideas, but none of them seem to be worth pursuing. The deadline was approaching and we didn't have anything to present to the program's director and coordinator. Coming up with the new concept proved to much harder than we expected.
Was then, that out of the sudden, an idea stroked me.
The CACE program helps students develop a wide range of skills needed for those seeking to become adult educators. Graduating from the CACE program is like getting a puzzle assembled. The concept should be about that, a puzzle!
The idea was a hit with the UVic Continuing Studies' Marketing Director and the CACE program coordinator. Now we just had to design the brochure and find the best way to transmit that message with both images and text.
My colleague, Therese Eley, wrote the perfect description:
"Understanding how adults learn and designing curricula that will engage them in meaningful learner experiences can sometimes feel like a puzzle with many different pieces at play.
"Understanding how adults learn and designing curricula that will engage them in meaningful learner experiences can sometimes feel like a puzzle with many different pieces at play.
Solving the puzzle means fitting together topic knowledge, experience, facilitation tools and strategies, curricula design and pedagogy, in an environment that encourages collaboration and engagement.
For those who work in the field of learning and development, the Certificate
in Adult and Continuing Education (CACE) is the puzzle piece that brings it all
together."
Now it was time to design the brochure. I was responsible for creating the puzzle and directing the photo shoot that took place at the Continuing Studies division building.
The puzzle has 9 pieces, being CACE the central piece and the other 8 pieces representing the program offerings. The brochure cover shows the puzzle unassembled, the second page has a photo of the final and central piece being put in place and the third page has the puzzle assembled and people clapping, demonstrating the satisfaction in accomplishing the challenge of getting all pieces of the "CACE puzzle" in place.
An interactive version of the brochure can be found at http://online.pubhtml5.com/hwgt/bjml/.
