This week we learned the basics of Adobe Premiere Pro via Lynda. Lynda is an online platform that offers educational videos about software, creative and business skills. I've enjoyed using Lynda this semester. The exercise files are awesome because they allow you to design the same creations that the video instructor is creating.
Launching Premiere Pro and starting a project
The first video I watched was called "Launching Premiere Pro and starting a project" by Ashley Kennedy. This video taught me how to launch Adobe Premiere Pro. I also learned how to reset the program to the saved layout by selecting "window," "workspaces," "reset to saved layout."
Importing and organizing media
Another video I watched was titled "Importing and organizing media." This video instructed me to create an empty project and how to import media files from the computer into Premiere Pro. I learned you can import several files at one time. Even large folders of 15+ photos imported really fast.
I learned (based on my own judgement) that list view is more convenient for viewing media files than icon view. I also learned how to clip videos. It's really cool that you can scroll over the video clips in the media files to get a glimpse of the footage.
I realized it will take some time to master Adobe Premiere Pro. I'm somewhat confused about this platform, but I know with more practice, it will come naturally.
This week we were assigned create three social media pieces for any client using Canva. Whenever we get the chance to pick our own client, I choose food-related businesses to bring some personal interest into my work. This time I chose Snuffer's Restaurant & Bar - a Dallas-based sports bar known for its burgers and cheese fries.
Prior to this assignment, I had never used Canva. After completing five tutorials, I was confident to begin working.
I love this platform! It's so easy to use, the templates are beautiful and the elements are exceptionally convenient. I also admire that you can search from over 1 million images and buy high quality photos for just $1.
The first social media piece I created was simple. It's a picture of Snuffer's Cheddar Fries and the text, "It's Fryday." If you didn't catch the pun, this graphic is intended to be posted on Fridays only. I kept it simple because I did not want to clutter the high-quality image with text. I made the green shape somewhat transparent to help showcase the photo.
The second piece I created also honed in on the "Fryday" pun. I showcased the photo more in this graphic by not covering up the the food with text. I used the same font from the previous graphic and added another font that was similar to the font on Snuffer's logo.
For the third social media piece, I took a different route. I think random national holidays are fun to celebrate and something restaurants can gain a lot of publicity and revenue from if executed correctly. For instance, iHop's National Pancake Day celebration is always a huge success. On top of giving customers a free short stack of pancakes, they also donate to organizations that support children battling critical illnesses. That's some good PR (and a really good deed) if you ask me.
I did some research and found out National Beverage Day is on May 6. Though this graphic is hypothetical, I think celebrating this random holiday could be a great opportunity for Snuffer's.
This week, we had to create two direct mailers for the OU Residential Colleges. The Residential Colleges are the newest on-campus housing facilities at OU for sophomores, juniors and seniors. There will be two colleges - Dunham College (located at Lindsey & Asp) and Headington College (located at Lindsey & Jenkins). The Residential Colleges will open in fall 2017.
The direct mailers I constructed each target difference publics. Croom asked us, "Who is your public? What is your strategy?" This is what I came up with:
Direct Mailer 1: The Ideal Student
I wanted to emphasize the on-campus aspect to this student. I also referenced the community and career-focused environment that the Residential Colleges will offer. Lastly, I included a point about the meal plans.
Direct Mailer 2: The Paranoid Parents
For this direct mailer, I decided to emphasize safety, the on-campus proximity, the meal plan and the "OU experience."
This week in PR Pubs, we heard from Mark Morvant who informed us about the newest housing addition to campus -the Residential Colleges. We learned that two Residential Colleges will be opening in the fall - one building is named Dunham College and the other is Headington College. These buildings are intended to be more than just a housing complex. They are designed to create a sense of community among the students who live there. The buildings will each have their own dining halls, common areas, classrooms, seminar rooms, faculty offices, living rooms and courtyards. Learning about the Residential Colleges was interesting because, in my opinion, they have not been heavily promoted on campus. I did not even understand the concept until Morvant came to class.
After the presentation, Croom assigned us a daunting task. He sent us out to different student housing facilities to learn more about the Residential Colleges' competitors and bring back marketing materials. I visited The Vue. I pretended like I was looking for housing with one other roommate. A lady gave me a 20-minute tour of their facilities and then showed me their apartment model. The salespeople expressed pride in the advanced security systems, the modern look, the small community feel, and the built-in furniture and storage. It was a beautiful facility, but with a modern look, the aesthetic was very different than the old, Hogwarts style facility that the Residential Colleges offers.
I believe the public that The Vue targets is students from wealthy families. The rent is $950/month, which seemed outrageously expensive to me. I think they also target students (and parents) who care about security. For instance, the parking lot was enclosed inside of a secure gate and the entrance to the building was very secure. My assumption is that wealthy individuals have nice and expensive things that they care about keeping secure.
I believe The Vue and the Residential Colleges target similar audiences, but not exactly the same. I think The Vue targets wealthier students who actually don't want a sense of community - even though The Vue claims pride in that - because there are only 79 beds in the whole complex. It seemed empty while I visited and I didn't see a single person using any of the amenities. The woman who gave me a tour at The Vue also talked about how many fun parties people have on their rooftop, in their lounges and in the pool area. I believe the Residential Colleges targets middle-class to wealthy students who care more about a sense of community than partying - because clearly, you are not permitted to "party" in campus housing.
The marketing materials from The Vue are OU red and white, but sort of plain. I believe I can create a more colorful and appealing direct mailer for the Residential Colleges.