DC DPR - REC FOR ALL

CLIENT BACKGROUND:

The DC Department of Parks and Recreation's Rec For All program aimed to promote inclusivity and accessibility to recreational activities for all residents. My agency was tasked with creating a comprehensive ad campaign to raise awareness about the program and its benefits. This case study highlights the design process, challenges faced, and the successful execution of the campaign across various media channels.

OBJECTIVE:

Design a captivating and informative ad campaign that effectively communicates the mission and benefits of the Rec For All program, targeting diverse age groups and communities within the city.

ROLE:

Lead Designer

SCOPE:

The project encompassed the creation of various marketing materials, including:

• Bus Display Ads

• Large Format Banners

• Pop-up Banners

• Social Media Templates

• Digital Transit Station Ads

• Web Ads

• 30-Second Video

PROCESS:

Research and Analysis:

• Conducted thorough research on the Rec For All program, understanding its goals, target audience, and key messaging.

• Analyzed the demographics, interests, and communication preferences of different segments within the community.

• Researched design trends in the recreational and public service sectors.

Creative Concepting:

• Brainstormed a variety of creative concepts to convey the program's inclusivity and recreational offerings.

• Focused on visual metaphors that showcased diversity, unity, and engagement.

• Developed a core message that resonated with both participants and advocates of recreational activities.

Visual Design:

• Crafted a cohesive visual identity for the campaign, ensuring consistency across all materials.

• Chose a vibrant color palette and typography that conveyed energy, positivity, and approachability.

• Incorporated imagery that represented a diverse range of participants enjoying recreational activities together.

Production:

• Translated the creative concepts into different formats, adjusting designs for various media sizes and platforms.

• Collaborated closely with copywriters to integrate compelling copy into the visuals.

• Ensured that the designs adhered to branding guidelines of both the Rec For All program and the DC Department of Parks and Recreation.

CHALLENGES:

• Inclusivity: Designing visuals that genuinely portrayed diversity and inclusivity without appearing contrived was a significant challenge. It required careful image selection and composition to authentically represent various age groups, ethnicities, and abilities.

• Information Balance: Balancing the creative and informative aspects of the designs was crucial. Ensuring that the messages were clear and concise while maintaining visual appeal was a delicate task.

EXECUTION:

The designed campaign pieces were highly successful in promoting the Rec For All program:

• The bus display ads were strategically placed on high-traffic routes, catching the attention of commuters and pedestrians.

• Large format banners were strategically placed in parks, community centers, and high foot traffic areas.

• Pop-up banners were utilized during events, creating a dynamic presence that engaged the audience directly.

• Social media templates effectively spread the campaign's message online, generating user engagement and sharing.

• Digital transit station ads captured the attention of those using public transportation.

• Web ads and the 30-second video were integrated into the department's website and shared across digital platforms.

RESULTS:

• Increased awareness of the Rec For All program among diverse communities within the city.

• Higher participation rates in recreational activities, especially among underserved demographics.

• Positive feedback on the campaign's creative approach and messaging.

• Recognition from design and advertising communities for the campaign's visual appeal and impact.

CONCLUSION:

The comprehensive ad campaign for the Rec For All program was a successful collaboration between the agency and the DC Department of Parks and Recreation. By conducting thorough research, creatively conceptualizing, carefully designing, and effectively executing the campaign across various media channels, the agency was able to communicate the program's mission and benefits while fostering inclusivity and engagement within the community.