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RMMFI Campaign Concept

RMMFI is a microfinance institute that was looking to spread awareness of their company within their target markets, but didn't have the resources to do so. Additionally, RMMFI was concerned that people, specifically their target audiences, were unclear of what exactly they do. I worked within a team to develop an integrated marketing campaign, as well as some brand positioning to combat these issues. As a graduate project, our campaign strategy was informed by industry research and several laddering interviews with current and past clients, as well as with entrepreneurs in the community. I was responsible for the design of all the creative materials for the campaign, which included one digital and two print executions. Lastly, we also included an event recommendation to fund the campaign.

YouTube Channel Mock-up

Since information search is a process stage in serious neglect, we decided to incorporate a YouTube channel with client interviews and other inspirational fotage available to be viewed by the general public. Advertisments can sometimes instill a level of distrust and skepticism in people, but real-life clients speaking about their experience and what brought them to chose business ownership has the potential to be a powerful recruitment tool for RMMFI.

Library Ad

The library ad features the same copy and YouTube integration as the bus ad, but with a different approach to the main message. As per our research findings, we really wanted our ads to be relatable, especially with the library ad since the target market would most likely have more time to interact with it. The fill-in-the blank approach was our way to get the viewer to consider, for even just a moment, what activity would bring the most satisfaction to their life. The background image I chose is through a yoga studio window in the Denver neighborhood most targeted by RMMFI. Again, trying to create that relatable and approachable space.

Bus Ad

We used the phrase: 'Were you excited to go to work today?' due to the fact that many individuals within the target audience are, on a whole shown to be unhappy in their current jobs. Through the ad, RMMFI is suggesting business-ownership as an alternative to working in such an environment. This line, along with a picture of a subject of slightly ambiguous race looking happy in her bakery is meant to relate to the viewer, and provide a picture of what could be. After some initial audience testing, I altered the messaging on the righthand side to provide further clarity for the viewers as to what exactly RMMFI does, which is launching businesses through learning, lending, and coaching. Two forms of contact were provided given what we learned about the target market's lack of personal computers in most cases. The lower righthand corner of the ad invites the viewer to watch the featured woman, Eneri's, story on the YouTube channel address given.