Marketing Magic: Creative Campaign Chronicles

12th Grade Project 5 weeks

Marketing Magic: Creative Campaign Chronicles

Lucy F

Effective Communication

Content Expertise

Critical Thinking & Problem Solving

Collaboration

Academic Mindset

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Purpose

This project invites you to step into the dynamic world of marketing, where you will create campaigns that resonate with both established and emerging brands. Through hands-on activities, you will dissect successful ads and promotions, honing your skills in Canva and Adobe Illustrator while analyzing the impact of cultural context and design elements on consumer behavior. With opportunities for collaboration, feedback, and reflection, you'll not only develop effective communication and critical thinking skills, but also prepare to showcase your work at the exhibition, sharing your future aspirations with family and guests.

Learning goals

Develop a comprehensive understanding of marketing strategies by analyzing successful ad campaigns and implementing diverse techniques in your own projects. Master visual design tools like Canva and Adobe Illustrator to create compelling marketing materials. Collaborate with peers and community partners to refine your campaigns, addressing cultural context and audience connection. Reflect on your progress through video journals and written analyses, enhancing your skills in communication, critical thinking, and project management. Establish your academic mindset through introspective reflection and presentation to exhibit what you learned and achieved.

Competencies

Effective Communication - Students practice listening to understand, communicating with empathy, and share their learning through exhibiting, presenting and reflecting on their work.
Content Expertise - Students develop key competencies, skills, and dispositions with ample opportunities to apply knowledge and engage in work that matters to them.
Critical Thinking & Problem Solving - Students consider a variety of innovative approaches to address and understand complex questions that are authentic and important to their communities.
Collaboration - Students co-design projects with peers, exercise shared-decision making, strengthen relational agency, resolve conflict, and assume leadership roles.
Academic Mindset - Students establish a sense of place, identity, and belonging to increase self-efficacy while engaging in critical reflection and action.

Products

By the end of this learning experience, you'll develop comprehensive marketing campaigns for both established and emerging brands, showcasing your understanding of effective strategies and cultural context. You will create detailed annotations of successful ad campaigns to analyze their methods and impact. Additionally, you'll design digital assets using Canva and Adobe Illustrator, allowing you to explore the influence of visual elements on consumer behavior. These creations will be exhibited to demonstrate your expertise and lay groundwork for your future major in marketing.

Launch

Kick off your project with a Brand Connection Hackathon, where you'll partner with local businesses to craft innovative branding strategies using diverse marketing techniques directly related to their target audiences. Collaborate with your peers and business partners to explore how visual design elements can drive consumer behavior. Use this opportunity to gather initial insights and ground your understanding in real-world applications of marketing principles.

Exhibition

Schedule an interactive showcase where you present your marketing campaign drafts and thoroughly explain your annotations of successful example campaigns. Engage your family and guests by demonstrating your design process, highlighting your expertise with Canva and Adobe Illustrator. Create an immersive experience that allows visitors to explore different marketing strategies, including diverse visual design elements, and understand their influence on consumer behavior and brand perception.

Rubric

Competency Progression Rubric Competency-first rubric

Category	Learning Goal	Stage 1	Stage 2	Stage 3	Stage 4
Deeper Learning Competencies	Effective Communication	I can share my initial branding strategy ideas during the hackathon, focusing on how visual design elements can influence consumer behavior, and clearly explain my approach using relevant marketing techniques.	I can present my marketing campaign drafts and share insights into successful ad strategies using Canva and Adobe Illustrator I may still be refining my ability to link visual design elements to consumer behavior and explore cultural contexts, but I can express my ideas clearly and thoughtfully to engage audiences.	I can effectively communicate my marketing strategy by articulating clear and insightful connections between my design choices and consumer behavior, demonstrating thorough understanding in my annotations of successful ad campaigns, and presenting my ideas confidently at the exhibition using Canva and Adobe Illustrator to engage my audience.	I can confidently present my marketing campaign drafts and annotations to an audience, effectively explaining how visual design elements and cultural context influence consumer behavior I actively engage with visitors at the exhibition, using my skills in empathetic communication and listening to share insights and respond to feedback, showcasing my understanding and growth in marketing principles.
Deeper Learning Competencies	Content Expertise	I can identify key elements of successful marketing campaigns and apply them in my own projects by experimenting with different strategies I demonstrate expertise in visual design by creating digital assets using Canva and Adobe Illustrator, exploring how design influences consumer behavior.	I can create marketing campaign drafts that show a good understanding of effective branding strategies and techniques I analyze successful ad campaigns to identify key methods, and I use Canva and Adobe Illustrator to design digital assets that demonstrate how visual elements influence consumer behavior My project drafts reflect an awareness of cultural context and brand perception.	I can effectively analyze successful marketing campaigns by identifying key strategies and elements that resonate with audiences across different cultural contexts Using Canva and Adobe Illustrator, I showcase my understanding by designing digital assets that creatively reflect real-world marketing principles.	I can expertly analyze and apply diverse marketing techniques to create comprehensive campaigns tailored to specific audiences, using Canva and Adobe Illustrator to design visually compelling digital assets that include strategic annotations reflecting a deep understanding of cultural contexts and consumer behaviors Through collaboration with peers and industry partners, I confidently refine and present my project with critical insights, showcasing my mastery in marketing strategies during the exhibition.
Deeper Learning Competencies	Critical Thinking & Problem Solving	I am able to identify the main components of a successful marketing campaign and outline how they can be applied to address specific challenges in real-world scenarios I recognize the importance of cultural context and use diverse problem-solving strategies to create effective connections with target audiences through my design projects.	I can start exploring different marketing strategies and digital design tools, such as Canva and Adobe Illustrator, to create my own ad campaigns I can collaborate with peers to begin addressing cultural context and audience needs by sharing ideas and feedback I’m starting to analyze successful campaigns and gathering insights to help refine my projects further.	I can critically analyze successful ad campaigns to uncover the marketing strategies used and assess their effectiveness within different cultural contexts I effectively use my understanding to create my own marketing materials, applying diverse techniques and demonstrating creative problem-solving in my designs.	I can confidently evaluate real-world brand challenges to propose creative and impactful marketing strategies that authentically connect with diverse audiences I skillfully use data from our hackathon to refine and innovate solutions, ensuring my campaigns align with cultural contexts and accurately influence consumer behavior.
Deeper Learning Competencies	Collaboration	I can actively participate in group discussions, contribute my ideas, and listen to my peers to expand our understanding of how marketing techniques can be applied to real business needs I work cooperatively with team members to make collective decisions on our branding strategies, ensuring everyone's insights are considered to create campaigns that resonate with our target audience.	I can actively participate in group discussions and contribute ideas when co-designing the project, ensuring that all voices are heard I work with my peers to share decision-making responsibilities, demonstrate effective communication, and engage in resolving conflicts as they arise I assume various roles in the team, including leadership, supporting group efforts, and collaborating effectively with business partners to build strong and meaningful relationships.	I actively collaborate with my peers and local partners during the Brand Connection Hackathon by sharing ideas, listening to different perspectives, and contributing to team decisions I effectively balance leadership roles with teamwork to strengthen our branding strategies, fostering a respectful and creative group dynamic.	I can initiate and lead collaborative efforts with peers and business partners, demonstrating my ability to co-design innovative branding strategies that effectively communicate and resonate with diverse target audiences By actively engaging in shared decision-making and open dialogue, I can incorporate diverse perspectives, strengthen relationships, and ensure each campaign reflects a deep understanding of cultural context and consumer behavior.
Deeper Learning Competencies	Academic Mindset	I am beginning to explore and express my identity and place in the marketing world by reflecting on my experiences during the Brand Connection Hackathon I can identify initial connections between my personal interests and the marketing strategies I develop, and share my learning journey.	I can demonstrate a growing academic mindset by reflecting on my progress through detailed video journals and written analyses, showing how I connect with my learning and confidently share insights during the exhibition.	I can effectively engage in critical reflection and action by continuously analyzing my design process and marketing strategies to ensure they align with cultural contexts and audience needs I confidently present my work, showcasing my understanding and growth, while acknowledging feedback constructively to refine my campaigns for the exhibition Through introspective reflection, I establish my identity as a budding marketer, linking my projects to my future aspirations in a meaningful way.	I can confidently present my comprehensive marketing campaign drafts and analyze successful ads, showcasing how I used Canva and Adobe Illustrator to create visually compelling designs I actively engage and communicate with visitors during the exhibition, demonstrating my understanding of cultural contexts and consumer behavior Through my reflections and presentations, I express my learning journey, establishing a strong sense of identity and belonging in the marketing field.

Learning Journey

Empathize

You will conduct detailed research into various target audiences by engaging in interviews, surveys, and case studies to gather insights on consumer behavior, preferences, and cultural influences on marketing strategies.

Days 1 - 3