Denver Community Media Campaign
Denver Community Media is an organization geared towards providing affordable access to media studios, equipment, and training. DCM is still fairly unknown to its target audience. So we created a campaign to build more awareness for this incredible resource and encourage new memberships.
Denver Community Media Campaign
Denver Community Media (DCM) is an organization geared towards providing affordable access to media studios, equipment, and training. It’s also a space to build community with likeminded creatives. The challenge? DCM is still fairly unknown to its target audience. So we created a campaign to build more awareness for this incredible resource and encourage new memberships.
Client: City & County of Denver
Agency: AOR
Art Director: Kellie Viola
Copywriter: Savanna Shackleford
Animation: Tom Comber
Photographer: Matt Nager
We developed a campaign that amplified the DCM brand to directly target their audience of film and podcast enthusiasts and entrepreneurs.
DCM’s brand palette included just one midtone shade of blue and purple. The campaign visuals built off of this by including more vibrant shades of these colors. This also led to the development of a photo style that utilized blue, pink, and purple lighting so their imagery had an ownable look and feel. Additional design elements captured the feeling of working in media and the experience of being a creative. The final result was an electric, upbeat and somewhat rebellious campaign that’s impossible to miss.
Authenticity was key to the visuals.
In order to have the campaign visuals come to life, new assets were a must. While stock photography was able to represent the art direction we wanted, it didn’t feel authentic to DCM’s space and members. Fortunately, we were able to capture a new library of photos that included real members and the actual equipment and spaces available at their facility.
With resources limited, the deliverables required a creative solution.
The media plan aimed to target their audience through both digital static ads and videos for Google Display, Google Responsive, Facebook Video, LinkedIn Carousel, Instagram Videos, Reddit Videos, and Spotify Audio ads. A video shoot wasn’t possible, so our only assets were the new library of photos. We found a solution by combining our new images with the campaign design elements to animate :15 and :30 video spots. The voiceover captured for video was reused for audio ads, as well. Despite production limitations, the final result was exciting and visually dynamic — proving that budget does not determine creativity.
1.5 million people heard our message loud and clear, clicking 104,000 times on our ads. And as of August 2024, over 800 newsletter sign-ups were submitted (a 620% increase) and 65 new members joined (a 400% increase)!
Not to mention, it produced one incredibly cool new headshot! 😉
© 2024 Kellie Viola. All rights reserved.