AIGA AiOC Student Guide Book
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AIGA AiOC Student Group Guide Book
CONTENTS
THE BRAND
LEADERSHIP
EVENTS
MARKETING
SPONSORSHIP
PASSWORDS/ACCOUNTS
4
10
21
27
35
38
The Art Institute of California — Orange County presents
ART BREWER
Gallery Show | September 9, 2010
Guest Lecture: 6:30 PM
Gallery Reception: 8:00 PM
Hors D'oeuvres will be served.
Master of Surf Photography
Join us in celebrating the photographic
work of Art Brewer. View the collection,
meet the artist, and enjoy refreshments
during the gallery reception. Art will be
signing copies of his book, Masters of
Surf Photography: Art Brewer, a collection
of his best surf photography and portraits
(available for cash purchase).
TO REGISTER YOUR BAND contact us at:
rockinwithaiga@live.comhosted & sponsored By:
ONLY $2.00 PER MEMBER
Up to $150 IN PRIZES
FREE FOOD
industry insightnetworking and portfolio
guest speakers dan wayland and alumni
thursday, january 21th4:30 to 5:30 A 102
{because auto is for bitches
Wednesday, April 21, 2010
4:30pm - 5:30pm
A107
Friday, 11 | 06 | 09
4:45pm- 7:30pm
Room A102/104Guest panel discussion to follow.
This event is FREE for all students.
Tickets RequiredSee Academic Affairs to get your
tickets before they sell out!
hosted & sponsored by:
Find out more about AIGA or this upcoming event- contact a
current member or e-mail us at: artandcopy@live.com
AIGA is committed to advancing
the understanding of the value of design and the process
of designing through advocacy, education, publications,
conferences and spirited conversations. AIGA is the largest
and oldest association of professional designers in the
United States. More recently, AIGA has broadened its
reach not only to designers but photographers, advertising
professionals, and all others that work in a creative field.
AIGA is an organization for creative professionals.
THE BRAND
The Brand Identity
Definition: A brand is the identity of a specific
product, service, or business. A brand can take
many forms, including a name, sign, symbol,
color combination or slogan. The word brand has
continued to evolve to encompass identity - it
affects the personality of a product, company
or service. Brand identity is how you want the
consumer to perceive your product or your brand.
Companies try to bridge the gap between the
brand image and the brand identity.
A key point in maintaining a strong brand is that it
must remain consistent. Because we’re creatives,
it’s inevitable that we are going to want to always
re-invent the brand. While it’s okay to re-invent
some aspects others must stay the same. It is
imperative to follow this philosophy.
A consistent brand transforms mental value
into material value. In other words, staying
consistent gives us credibility, reliability, strength,
a professional reputation and thus legitimizes
our brand as “real” versus something run out of a
basement. All of these “mental values,” or feelings,
are communicated to our members, potential
members, the school, professionals and the
community. The brand transforms these feelings
into “material value,” or things. The things can be
events we host, new memberships, relationships
we build, renewals, donations and tons of other
material things that have value. It is important to
always keep this in mind. When you do, everything
will have a marketing base and will be easy to pitch,
package, and sell to anyone!
If the identity of the brand needs to be updated
then it should simultaneously be completed.
Our job is to make people do something, “Get
Involved!” Nothing is worse than an inconsistent
look and feel- it confuses people and causes them
not to get involved. This in mind, the following can
only be updated every two (2) years:
- Web site
- E-blasts
- Letterhead, stationary, forms
- Welcome Packets
- Student Group logo
You can change anything else within these
mediums like adding posters, themes, campaigns,
some colors, even content; but the list above must
remain constant in its overall look and feel.
5
THE BRAND
The 2009-2010 Board of Directors have set up
a reoccurring campaign schedule. What is a
campaign schedule? Each quarter we focus on a
specific message we want to communicate and
tailor certain types of events that add value to
our member’s education and participation in our
Student Group. We have created messages to focus
on for five (5) quarters. We run five quarters to
ensure our members see fresh content, since they
will typically join in their second year of school. The
messages were set up to help those after us stay
consistent with the brand. You may choose to use
them regularly or save them as a back-up plan, in
case your board can’t brainstorm new themes. The
messages/themes, here after called campaigns, are
in your creative hands. Brand and re-brand each
campaign as you see fit! While each campaign
needs to relate to AIGA and it’s overall philosophy,
the branding of each campaign should be different.
As long as the list earlier mentioned isn’t altered,
everything else is up to the current board to create.
The Planning Events and Marketing sections will
help you organize a complete campaign and give
you a checklist of what you should have completed.
Advice About Being a Board Member
This section has content covering more advice,
than actual policy and procedures. These things
have allowed the AIGA AiOC Student Group (our
brand) to succeed. Not everything in this section
should be followed, nor is it a recommendation on
how to act- it is simply advice and what has worked
for some of our board members.
We are AIGA. Once you join AIGA, specifically
the Board of Directors, you become the brand.
Everything you do, say and participate in becomes
AIGA. It is vitally important to remain professional
at all times. There are times when you can let down
the persona of a professional, especially at social
events. It’s very hard to describe how “you should
act.” Take the following as some guidelines of what
you should avoid doing, sometimes these things
can be done among board members but should be
kept confidential.
1. Never publically criticize anyone.
2. Keep your negative opinions about other
members, students and/or faculty private.
3. Never put down another creative-
art is subjective.
4. Remain professional with department heads,
they should never hear the gossip that is
around campus.
5. Don’t gossip.
Some actions you should always work on to build
brand awareness are:
1. Always be friendly, you never know who will
give you a job.
2. Follow-up- if you say you’ll check into
something and get back to the person-
DO IT!!! Nothings worse than letting
someone down!
3. Build relationships with members, faculty, and
department heads- these are the people that
will help you accomplish things.
4. Get good grades- you are a board member-
you should lead by example.
5. Give back to everyone! The more you give
the more you’ll get- it takes time and patience
to accomplish this goal.
6. Don’t be afraid to fail- it’s how you learn!
7. Always ask yourself how can you make it
better, don’t let anyone block your creativity!
Worry about the how later, let your
imagination run wild, your academic advisors
and other faculty members will help you bring
your ideas into a more realistic scheme after
your done concepting.
The Logo
This section covers an overview of the general
logo(s), to view the Student Group’s logo sheet
download a copy from the CD included in this
book, find them in the general e-mail account, or
ask another board member for the logo sheet.
AIGA OC Orange
C 0 M 43 Y 96 K 0
Other Restrictions
The logo’s type may not be altered in any
way. The typography cannot be altered,
rearranged, or shortened in any way. Color
for the type can only be black, white,
or AiOC Gray. The AIGA square can be
altered in color, even pictures can be added
within the square. No additional shapes or
altercation of the AIGA square can be made.
STANDARD 2-COLOR LOGO ON WHT
STANDARD COLOR LOGO ON BLK
AiOC Gray
C 61 M 53 Y 52 K 24
7
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join or visit
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THE BRAND
Design Link Green
C 60 M 20 Y 100 K 3
Ai Red
C 0 M 95 Y 100 K 0
Other Restrictions
The logo’s type may not be altered in any
way. The typography cannot be altered,
rearranged, or shortened in any way. Color
for the type can only be black, white, or
stated color.
Lime Air Waves
C 30 M 0 Y 100 K 0
Ai Black
C 0 M 0 Y 0 K 100
Link Yellow
C 5 M 0 Y 90 K 0
Additional Logos
9
LEADERSHIP
The AIGA AiOC Student Group is arranged in a
Board of Directors type set up. All positions sit
on the Board of Directors, thus giving everyone
a vote to approve or disapprove budgets, events
and other group decisions. Within the board are
specific positions that divide up responsibilities
to individuals and when completed call for a vote
from all members of the board. While the Board
of Directors can choose to vote on every item
brought up, in most cases those individuals
within the board usually will make the decision
themselves, since they have been voted in and
approved to perform the job by the board itself.
The only time an entire board vote would be
required is in the cases of extreme disagreement,
budgets, and/or event planning.
Creating New Positions
Positions on the board are created by the broad,
therefore in most cases a new position would have
to be approved by them. In addition, to be on the
board a new member must legitimize their position,
thus a paragraph of responsibilities must be
written by the new member and then approved
by the President.
Altering Positions
The President can alter any position’s
responsibilities, but must present the new
responsibilities to the entire board, as well as the
board member whose position has been altered,
prior to changing them offically.
Joining the Board of Directors
The person must be part of the AIGA AiOC Student
Group or planning on becoming a member within
3 months of making the board. Understand that
they may be given additional projects (like creating
posters, fliers, web banners) that have deadlines.
All current board members must vote them in; the
person may only nominate himself or herself. There
are certain criteria for holding select positions, as
well as limitations.
Current Positions, Requirements, & Terms
The following pages cover all current positions,
there requirements to hold them and the length of
time you may serve in each of them.
11
PRESIDENT
RESPONSIBILITIES
- Leads the meetings
- Serves as representative of group to local chapter,
the school and students
- Meets with faculty advisors, academic advisors and
department directors on agenda of meetings, pertinent
topics and/or events that involve them
- Delegates to other officers and facilitates group functions
- Provides event ideas
- Works closely with Student Affairs on all events and budgeting
- Proposes annual budget to Student Affairs for events
- Completes the Event Request Form and/or other forms
required by Student Affairs to have an event
- Ensures the proper paperwork is completed with Student
Affairs that enables our Student Group to have a club charter
with the school (this is due quarterly)
REQUIREMENTS
- Must maintain a 3.0 GPA throughout
his or her presidency
- Be a fourth quarter+ student
(certain circumstances can override this requirement)
- Be able to speak in front of large crowds
- Know basic concepts of design & advertising
TERM
- 3 quarters, unless voted by board to be extended
each quarter thereafter
LEADERSHIP
VICE-PRESIDENT
RESPONSIBILITIES
- Assists the president
- If president is absent performs president duties
- Meets with faculty advisors, academic advisors and
department directors on agenda of meetings, pertinent
topics and/or events that involve them.
- Provides event ideas
- Should keep aware of what is going on in community that
would be relevant for student designers, and provide them
with information
- Works closely with Student Affairs on all events
REQUIREMENTS
- Must maintain a 3.0 GPA
- Be a fourth quarter+ student
(certain circumstances can override this requirement)
- Be able to speak in front of large crowds
- Know basic concepts of design & advertising
TERM
- 3 quarters, unless voted by board to be extended
each quarter thereafter
13
TREASURER
RESPONSIBILITIES
- Takes and holds money for events, memberships, etc.
- Provides treasurer’s report at meeting
- Assists Student Affairs, faculty advisor and the entire board
in keeping track of funds and memberships
- Assists faculty advisor and the entire board in distributing
and collecting applications along with membership dues
- Keeps record of membership and contact information for
each member
- Follows-up with any student member or potential member
about questions relating to membership, dues and/or fees
REQUIREMENTS
- Must maintain a 3.0 GPA
- Be a second quarter+ student
(certain circumstances can override this requirement)
- Be able to manage money accurately
- Able to take on the responsibility of replacing money
(out of there own pocket) if they loose the Student
Group’s funds
- Know basic concepts of math
- Proficient in Microsoft Excel
TERM
- Indefinite, unless voted out by board or changed to a
set term thereafter
SECRETARY
RESPONSIBILITIES
- Keeps agenda records (digital ONLY)
- Documentation of meetings on file
- Records documentation/summaries of events and activities
- Posts all board minutes to our e-mail account in
a timely manner
- Reads minutes if asked during meetings and disseminates
minutes to appropriate persons upon request
- Completes the proper paperwork is with Student Affairs that
enables our Student Group to have a club charter with the
school (this is due quarterly)
REQUIREMENTS & TERMS
- This position has no set term limits or specific requirements
- The board may choose to set them if they wish
LEADERSHIP
PUBLIC RELATIONS & EVENTS DIRECTOR(S)
RESPONSIBILITIES
- Provides event ideas
- Completes the Event Request Form and/or other forms
required by Student Affairs to have an event
- Responsible for maintaining brand integrity
- Oversee the artistic design of posters, advertisements, and
print materials, including all content in the print material
- Responsible for communicating with other directors of
student groups
- Serves as representative of group to local chapter,
the school and students
- Meets with faculty advisors, academic advisors and
department directors on agenda of meetings, pertinent
topics and/or events that involve them
- Works closely with Ai Student Affairs on most events
- Produce press releases/event descriptions of any club
events, activities and produce articles as relevant
- Responsible for the coordination of social network accounts
with the Web Director(s)
- Proposes budgets for events to Board of Directors for
approval by the President
REQUIREMENTS & TERMS
- This position has no set term limits or specific requirements
- The board may choose to set them if they wish
15
WEB DIRECTOR(S)
RESPONSIBILITIES
- Maintain and update all content to our main website,
aigaclub.com, quarterly
- Maintain a consistent branded website
- Publish press releases of any club events, activities and
produce articles as relevant via online
- Post general information, useful tips, and articles of interest
to club members, to electronic media outlets
- Keep on digital file, event press cuttings, web articles,
photos and videos
- Responsible for the coordination of social network accounts
with the PR & Events Director(s), President, and/or anyone
that wishes to add, subtract, and/or alter content
- Ensure language and content used in articles, comments,
photographs, and videos used in all electronic communication
methods uphold a standard of decorum in representing the
school, AIGA, and the AIGA AiOC Student Group
- Seek out and remain appraised of and familiar with all current
popular online communication methods deemed appropriate
by the board based on usage by students
- Responsible for the following club communication methods:
Facebook LinkedIn
Twitter YouTube
- Develop our current website to be a one-stop site
for all of the above
REQUIREMENTS & TERMS
- This position has no set term limits or specific requirements
- The board may choose to set them if they wish
LEADERSHIP
ART DIRECTOR(S)
RESPONSIBILITIES
- Responsible for maintaining brand integrity
- Oversee the artistic design of posters, advertisements,
and print materials
- Responsible for the quality of the finished product/poster
- Chooses a photographer, an illustrator, models, and any
props necessary for an ad or poster
- Create QR Code tags for posters (using Microsoft Tag)
- Posters and print materials must be signed off and approved
by the Art Director(s)
- Design one (1) or more posters per quarter depending on
board size and/or how many Art Directors are on the board
- Delegate who designs marketing materials for events
REQUIREMENTS & TERMS
- This position has no set term limits or specific requirements
- The board may choose to set them if they wish
17
LEADERSHIP
ALL BOARD MEMBERS/POSITIONS
GENERAL RESPONSIBILITIES
- Help with marketing events, as defined by the
Marketing section
- Help create campaigns, messages, or themes
- Provide event ideas
- Attend at least 85% of all meetings (the President
should always be present)
- Contribute designs to better the Student Group
- Keep school, department faculty and students
informed of group events and activities
- Design one (1) or more posters per quarter depending
on board size and/or how many Art Directors are on
the board
- Communicate to other board members what is going
on with your responsibilities
- Hold each other accountable
- Check e-mail from our general e-mail account
(aiga-oc@live.com)
- Actively promote AIGA AiOC Student Group
to all students (membership)
- Promote aigaclub.com
- Be reliable, credible and honest (no flakes,
cheats or liars)
- Maintain your GPA (lead by example)
- Seek out new trends and implement them into AIGA
AiOC’s designs and campaigns (we have to keep
it fresh!)
- You must take part in the above responsibilities or
forfeit your positions!
19
Transitioning Between Positions
It is usually the case that a hierarchy be followed
when moving between positions. One must be
Vice President prior to becoming President and
so forth down the line, unless voted different by
the entire board. In addition, a person may hold a
higher position and later change their mind and
hold a lower position. In the same sense, they could
later take the next position they would assume at
the highest level they have held. If this occurred,
the entire board would have to vote to allow this to
happen. The order of positions carried to become
President is as follows:
Art Director or Web Director > Secretary >
Treasurer > Vice President > President
Public Relations & Events Director > Treasurer or
Vice President > President
Development (Training)
The hierarchy of positions on the board also
requires each person leaving or transitioning
between positions to train their replacement.
As each person steps down from their position
they should be shadowing (guiding) their new
replacement for at least one quarter. If the board
member is graduating, they must step down the
quarter before they graduate. During this time they
are no longer an official board member, but can
help, guide and coach current board members.
They are still entitled to the same benefits and
perks as a serving board member.
It is preferred that we add at least four (4) new
board members each year. New members cannot
become official board members until they have
participated and helped the existing board for one
full quarter. They must show that they are active
members, dependable, can follow directions; use
basic design principles and balance school
and AIGA well. This ensures they are reliable,
credible, and dedicated individuals that will
uphold our high standards.
Relieving a Position
If a board member fails to perform at least 35% or
more of their responsibilities they may be asked to
step down from their position. They may not serve
on the board again, unless they have the approval
of all academic advisors. If they are accused of
a wrongful act that has not been proven but has
more than reasonable cause to be true, they may
be asked to step down from their position. The
last way a board member may be relieved of their
position is if a unanimous vote from all other
board members approve to relieve their position.
Academic advisors can override any board decision
about relieving board positions.
If any board member is caught cheating,
plagiarizing, or performing a dishonest act that
compromises their integrity on the board or their
academic credibility they will immediately be
banned from the board as well as the AIGA AiOC
Student Group. No refunds will be given.
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A107
EVENTS
Defining Success
Many factors go into planning events- marketing,
topic/subject of event and turnout are just a few
things that make any event successful. Below are
some of the types of scales different departments
in our school use to measure event success. It is
important to try to find a balance within all of these
scales to achieve both event success and funding!
STUDENT AFFAIRS
Number of Students is key! To measure it in a
numerical value take attending students (this
cannot include professionals, faculty, staff, or any
other type of person) and divide that number by
the expected cost of the event. It should be in
a range of $6 to $12 per student. The lower the
numbers in the target range the better the event!
In addition, the department tries to have events
that benefit the entire student body. You will need
to pitch ideas/events to them in a way that shows
more than just Design majors benefiting- try
including different programs like Media Arts.
PUBLIC RELATIONS
Newsworthiness is the prime factor. PR is
concerned with getting the word out about the
school in a positive manner! A big movie event,
high profile guest speakers, and/or a big innovative
feat are more likely to get PR to want to help and/
or participate. Unfortunately there is no magic
number or goal to set to work towards. Many
factors on rating the success of the event include
large numbers of people, bringing in new potential
students, bringing in big name potential employers
and giving back to the community (volunteering,
gallery shows and guest speakers).
ACADEMIC AFFAIRS (specifically GD/ADV)
Adding to students education gains support. Many
times academic affairs needs events to further
enhance a class’s curriculum. Tours, workshops,
high profile guest speakers, and/or a big innovative
feat are more likely to get them to help and/
or participate. Factors on rating the success of
the event include large numbers of students in
the events core curriculum/major, number of
workshops we offer teaching follow-up to lessons
already taught (i.e. Photoshop, color theory,
photography workshops) and how often we give
back to the community (volunteering, gallery
shows and guest speakers).
CAREER SERVICES
Getting students jobs is what they do. Network,
21
network, network! Networking events or high
profile guest speakers are more likely to get
their attention and they may want to help and/or
participate. Many factors on rating the success of
the event include large numbers of people, mixing
professionals and students together and bringing
in big name potential employers (design firms,
agencies and game developers). They are more apt
to help with networking and career focused events
than any other.
It’s important to note of these successes because
if we achieve them in our events we are more
likely not to pay for anything. Remember, every
department is required to hold set number events
each quarter for students. Who they hold the
events for is up to them! Pitching the event as
fulfilling their requirements based on success
and how they measure it allows AIGA AiOC to
market and do most of the work (if not all of the
work) and saves them time and maximizes their
dollars because of our established reach to the
student body.
What Works
When creating events, always begin by polling your
target audience for what their interests are. In most
cases, your target audience is you. Generally, the
events you create will have been events students
in the past have requested, and will be the same
events the following students will want. Plan and
organize events as though they will be the standard
for years to come.
We have already set up five quarters worth of
events for you. We advise using these events as a
base, making minor changes, or adding new events
are all encouraged! Some events we have created
to be a continuation each quarter, specifically our
Skype lecture series, “Design Link,” along with our
annual film premiere relating to design. Below is a
list of all the events we have hosted.
Alumni Guest Speakers
Color Theory lecture by Michael Hanson
The Elements & Principles of Design lecture by Michael Hanson
Laser Cutting Demo
20th Century Illustration lecture by Rudy Gardea
Defining Graphic Design lecture by Michael Hanson
Art & Copy film premiere with panel discussion
End of Summer Bonfire
Rockin’ with AIGA
Mural One Photoshop Demo
Why We Brand, Why We Buy lecture by Debbie Millman, President of AIGA National
Do’s & Don’ts of Networking panel including Dan Wayland, Creative from Broadcom
Press Shop Tour, Color Graphics
Good Design lecture by Margo Chase, founder of Chase Design Comp.
Design Matters lecture by Michael Hanson
Photography Workshop given by Roman Cho
Design Link Lecture Series – Milton Glaser
To Inform & Delight film premiere (part of Milton Glaser lecture event)
Spring Mixer presented by AIGA & Student Affairs
Art Burn beach bonfire
Photography and It’s Influence lecture by Art Brewer
Design Link Lecture Series – Alex Trochut
Typeface film premiere with panel discussion and “light write” demo
EVENTS
Design Link Lecture Series – Paula Scer
How to Critique lecture by Gerry Hampton
AIGA Student Paper Show sponsored by Unisource Paper
Co-hosting Events
What is co-hosting? It’s sort of like “piggy-backing”
off others events. It’s the cheapest way to host
events. Many times different departments will hold
events, like gallery openings or speaking events,
they often times need help promoting the event.
All we need to do is promote and the event turns
into an AIGA co-hosted event! The reason why this
is the best way to hold events is because almost all
the time the department wanting to host the event
takes on all costs. We act as the advertising agency,
promoting the event and we usually get most
of the credit. Look for opportunities by listening
and asking questions from department directors.
Always suggest to help and tell them we’ll handle
most, if not all, marketing and getting people to
show up- they just need to pay for the event!
Funding
The goal is to save money every other quarter,
holding large events every six (6) months or having
one huge event per year. Funding starts with
budgeting. A sample budget has been made for
our Student Group. It will rarely need to be altered
if you continue with the same types of events. If
you decide to decrease the number of events or
scale them down in size a smaller budget would
be required. The goal is to maintain the current
events we have. This would allow us to maintain the
same budget, which is greater than any other club
or student group on campus, even within the OC
Chapter. You would only need an annual budget
if you were planning a huge event, like the Art &
Copy film screening. Otherwise, you can create an
individual event budget per quarter.
Once you have completed the overall budget you
can begin to hand it out to different departments
on campus. Typically you will present an annual
budget during the end of spring quarter, since
the schools financial years runs from July through
June of the following year. If you are presenting a
quarterly budget because you have smaller events
planned, then pitching the budget the quarter
before the event is preferred. When you pass
around the budget, ensure you explain your overall
plan for the upcoming year/quarter; tell them that
if they can’t help with all of the budget a potion
would be okay. Your goal is to pitch the budget
based on the events that apply to each department
and tell them how the events for the upcoming
year will help their department and students. Drop
off the budget, explain it, and let them think it over.
Don’t expect an answer right away. Also expect
to be turned down immediately. If you’re given
the cold shoulder right off the bat, tell them, to
“think it over” and to get back to you. Or if you
get the feeling they want no part in the process,
ask them who else you should go to for help on
getting money. Trust me, saying that will have them
throwing out names so you won’t have to come
back and “bother” them. It’s best to ask for money
if you are planning events a quarter ahead, this way
if they need time to think there is some room to
allow for that.
Asking the President is a last resort!!! Never and I
mean never go directly to the President. You will
23
EVENTS
loose respect from all the department directors,
after all, even if the President of the school says
“yes” you still have to work with the department
directors to get it done! It’s just not worth the risk.
AIGA’s reputation is everything! Lastly, asking the
President does have its disadvantages. He or she
may turn down the event and then its officially
dead and there’s no room for negotiations. The
President may also try to restructure your event to
fit somewhere else. By doing this they can claim it
under a different budget, you get what you want,
but you need to be flexible with their changes.
Refer to the “Defining Success” section for the
different types of department’s events you should
be pitching your budget too. Remember, if the
event is meant for Public Relations don’t pitch that
event in a Student Affairs meeting- they will turn
you down. Pitch the idea to whom it applies too!
Don’t forget to mention the department director
and those that helped make the event happen
at the time of the event- Give credit where and
when it’s due!! Thank you cards at the end of the
fiscal year or quarter is a great way to show your
appreciation to them.
MARKETING
Marketing events is key to AIGA AiOC Student
Group’s success and reach. Our goal when
marketing is bodies!!!!! We need to get as many
bodies to our events as possible. There are many
different strategies to accomplish this. There are
also three types of bodies we want at our events
and different ways to market to each of them.
The three different types of bodies are: Students,
Professionals, and Alumni & the Public. Remember
the “Defining Success” section and the different
types of people each department wants to see,
these are the people. Each of the following sections
will discuss how to market to each of them.
Print (posters, fliers, cards, & ads)
STUDENTS:
Posters often get lost in the mirage of papers on
the wall in each class. The goal of the posters is to
grab attention and drawer the viewer in. Ensure
the poster is designed well, we don’t want to be
pointed out or made an example of during a class
lecture of what “not to do” when designing posters.
Size is also key, ensure posters are not smaller
than 11”x17”. Preferred sized would be 15”x20” or
18”x24” but they can be expensive to print- it needs
to be thought out and priced. In addition, we only
need to place posters in key locations where our
members, and students that may be interested
in the event will see them. Placing them in every
class is not a good idea. Placing them in Mac labs
and open labs are ideal, have the most visible
vernacular, and are the most cost effective way to
promote to students via print.
Fliers can work if they are made the same week
of the event and passed out prior to the event.
Despite the fact this is not preferred because of the
potential litter it may cause, if you decided to do
this only print in B/W off the schools printers. Do
not pay to have fliers made in color.
Cards and/or postcards have the same risk as fliers
but used effectively can work even better than
posters. When doing postcards, put our agenda
for the entire quarter on them. This allows us
to give them out all quarter and justifies having
them printed in color on a heavier stock paper.
Creating cards or postcards for a specific event is
questionable unless we don’t have to pay for them
and they can be used for more than 75% of the
quarter (similar to the agenda postcards use).
27
MARKETING
PROFESSIONALS, ALUMNI & THE PUBLIC:
Traditional school methods are not advised since
the cost to produce them to even make a sizable
impact on the community would be outrageous.
It is better to place an ad in a local paper or
magazine. Often times school groups and non-
profit organizations can place ads for free. Ensure
you use the Microsoft Tag to help track the
effectiveness of the ad. The OC Register or OC
Weekly would be a place to start for taking out
print ads.
Data & Research StatsAIGA AiOC’s research has come to the conclusion that all print media should be released 2 weeks prior to the specific event. Agenda postcards are the only exception- the earlier the better! If you place them to early people forget or ignore them, similarly if you place them to late people have already made plans and cannot attend or they never see them until its to late! The research for poster placement was conducted over the coarse of a year. The most effective was spring quarter, whereby we followed the 2 to 3 week posting in only Mac labs. We printed a total of 30 posters in Summer, 45 posters in Fall, 20 posters in Winter and 12 posters in Spring. Spring yielded the same turn out numbers as Winter with less posters. This is also because we have made our primary marketing focus on Facebook and other social media and e-blasts.
Social Media
STUDENTS, PROFESSIONALS, ALUMNI
& THE PUBLIC:
Almost all students use social media as a way
to connect and communicate to each other. We
need to use this, in all it’s forms and send out our
message. Facebook is currently the driving force
behind a lot of our turnout and success. Having
active postings and user driven content is key to
keeping people’s interest. Posting events on the
event tab and having an open RSVP list is also key
for our events. We need to ensure we communicate
what the event is in the event description section.
Are we giving out free food, giveaways and special
raffles? All of this should be communicated to the
student in the event description. We need to also
remind students about the event prior to the date
it’s occurring on. Sending out an event message the
day before the event is helpful. Mentioning it on our
wall also reminds others that haven’t sent an RSVP
yet to do so!
The public and Alumni are always welcome but
students always get priority. Anyone that is our
friend on Facebook, even people that are not can
RSVP to our events via Facebook. We always need
to direct them to our Facebook RSVP method.
Always stress, “RSVP only if you are serious about
attending this event! We want to try to ensure
everyone has a seat.”
Professionals have a different problem with
attending our events; mainly they sometimes are
blocked from seeing social media sites at work.
To help them RSVP, we have created a link on our
main website that allows them to e-mail us their
RSVP instead of using Facebook. For professionals
always direct them to aigaclub.com. From the
homepage they can select an event and RSVP from
there or they can select the “contact us” link and
send us an e-mail about a specific event.
Our web director should help manage all social
media; he or she should create a plan to build
our other social media sites to the same level
as our Facebook. LinkedIn is the next site that
should be managed most after Facebook. Most
of our Professional market base is located on that
site. Mentioning the events on LinkedIn should
be required to maintain a healthy balance of
29
information across our social media networks.
Data & Research StatsAIGA AiOC’s research has come to the conclusion that all social media event invites should be released 2 to 3 weeks prior to the specific event. If you place them to early people will reply as if they are coming to the event and will never show because they forget. Similarly if you place them to late people have already made plans and cannot attend or they never see them until it’s to late! The research was conducted over the coarse of a year. The most effective was winter and spring quarters, whereby we followed the 2 to 3 week invite. We did however post all events for the entire quarter on Facebook; we just didn’t mention them or post them on our wall until it was the correct time too. We used direct marketing tactics for our larger events, thereby pushing the social media RSVP method during the time of interaction. We also had the assistance of the AIGA OC Chapter; by using their social media sites to further push the events. Reaching the professional marketing base via Facebook, LinkedIn and Twitter all via the OC Chapter was key in our guest lecture series in Winter and Spring, with regards to the overall turnout.
Website
STUDENTS, PROFESSIONALS, ALUMNI
& THE PUBLIC:
Our website is our cornerstone for marketing. It will
also become a key hub for many students that want
to be linked via our events, network and resource
pages. We have been on an upward movement
with usage by our members since we have
launched the site. There are cyclical usage patterns
that have emerged, primarily due to our quarter
based system, whereby usage drops dramatically
during a quarter break. Our goal should be to
maintain numbers throughout the breaks. This
isn’t projected to occur until Summer 2011, by then
the sites presence will have grown and further
enhancements will have taken place. It’s our goal
to continue to direct everyone to our site. The
resource center pages are our key to maintaining
a use for the site by students. We will also be able
to promote our events from the moment they start
using the site. Each promotion should take them to
our RSVP page on the site urging them to
get involved.
We should be maintaining and updating our
site regularly. At least before each new quarter
starts. The look and feel should stay consistent,
redesigning the website every quarter will prove
damaging, since the viewer will not know where to
go each time they visit. Please reference Google
Analytics for specific site details.
E-Blasts
STUDENTS:
Setting a certain number a regular e-blasts is
something we should be doing. It informs our
current members and allows other non-members
to see what’s happening in our student group. We
should make it a goal of at least one e-blast per
quarter. Anyone on our e-mail list, mainly students
and Alumni would receive our e-blasts. We can
also utilize the Academic and Student Affairs
departments by asking them to “blast” the entire
school or specific majors (GD/ADV) on events we
are hosting. Keep in mind you’ll want to use them
sparingly- the departments can’t send out every
e-blast but plan on using them no more than 1-2
times each per quarter.
PROFESSIONALS, ALUMNI & THE PUBLIC:
E-mailing teachers and industry contacts about
our events is another possible way to promote to
professionals, alumni and the public. We can also
talk with the OC Chapter to see if they will help us
promote our event to the rest of the professional
community via e-blast.
MARKETING
Direct Marketing
STUDENTS:
This type of marketing is only for students. It
involves going from classroom to classroom and
making the announcement about the upcoming
specific event. This type of marketing works best
when you have contacted the teacher prior and
told them about the event- possibly asking for their
support by giving their attending students extra
credit if they show up. We can always provide proof
for them that their students attended our event.
Once in the class, be sure to tell the students what
the event is, when and where it is, why going to the
event is important for their careers and knowledge
and lastly if the teacher is supporting our effort
and event let the teacher talk about it as well.
Don’t forget to write our website on the board or
tell them if you can’t write it. We want RSVPs on
Facebook or e-mail; this gives us numbers to show
department directors about our effectiveness in
gathering people. If you have anything to pass out
don’t forget to pass them out too!
Strategy (review of the process)
Following a formula is best when marketing. The
more you do it, the more you know what needs to
be done to make it successful. Most events that
we host and sponsor start by planning them out
deciding when and where they will be.
Selecting the Time
Remember, having events on Monday and Friday
is the riskiest to market. You must know your
market- who is coming to your event!?! Having
faculty support is the only way to ensure a
successful Monday or Friday event. It’s better to
hold events on Tuesday, Wednesday, and Thursday.
School numbers show these days as the most in
attendance, with Wednesday being the busiest day.
Also understand planning events on these days will
be difficult to find classrooms, its best to work with
the Graphic Design/Advertising Academic Director
with reserving classrooms if they need to be during
regular class schedules (i.e. your event is 1pm till
4:30pm). Typically you want to try to hold events
during the breaks- lasting no longer than an hour.
In these normal cases you will need to ask Student
Affairs who to reverse rooms with.
Picking the Event
If your stumped on what to do, pick an event from
the list of earlier events we have already done.
Otherwise think about what you would want to
learn about and gather consensus from the rest
of the board. Create events that are short and
try planning a big event that you know will be
a lot longer. This way you have a variety for our
members to pick from. Keep it simple. Don’t over
think everything, sometimes its okay but not for
every event.
How to Fund
If it’s a lecture, it’s free!!! If the event requires more,
remember using the “Defining Success” section to
pitch the idea/event to each department director.
Follow-up, follow-up, follow-up! You have to be
dedicated to being proactive. If you pitch the event
saying AIGA AiOC will take care of everything- we
need to do just that- EVERYTHING! If we don’t do
what we say the department director will be less
inclined to help us in the future. They need to be
reassured everything is under control. Follow-up
31
with them weekly or bi-weekly on the progress of
the event, let them pick a couple of things, make
suggestions that we listen to and do. It’s their
money; we need to let them be involved- unless
they leave it up to us.
What to Market
Remember PODF. It stands for:
Posters
Online content (aigaclub.com)
Direct marketing
Facebook event tab
THIS IS THE BARE MINIMUM FOR ENSURING A
SUCCESSFUL EVENT.
Event Work Flow
Now that you know the basics of our Student
Group’s marketing strategy, how does the work
flow work? In other words, what’s the process
from start to finish? Let’s start by planning what
event should be done. Remember, the board
will brainstorm ideas, once you have decided
the process can start. Here is an example of the
workflow for an event.
Idea/event: Color Theory lecture
STEP ONE
Option 1: What week do you want to do it? (no teacher in mind)
- Decide on week, then a specific day, time
and classroom
- Find a teacher that can lecture during the
time you need them
Option 2: When can the teacher lecture? (teacher in mind)
- First figure out the teacher’s schedule and
times they can lecture
- Give teacher an ideal time range you would
like and find compromise
- Do they have a classroom preference?
STEP TWO
You now know the date and time along with who
is giving the lecture- try not to plan other events
during that week (one event per week). Talk to
Student Affairs to find out how to reserve a room
for the event. Try to make the room in the A
building, since it has the highest foot traffic. Most
of the time you won’t have classroom schedules
until the week before school starts. In this case
proceed with the design process, but be ready to
move events around if necessary. You will need to
schedule ALL ROOMS for all events the first week
of the quarter- NO EXCEPTIONS!!!!! If you fail to
do this someone else may book your room and the
event will be disastrous.
STEP THREE
Now have the Art Director(s) assign the print
poster work to a volunteer or have them do the
design work. Remember they also need to design
the web banner for our website, the dimensions are
found on the checklist, on the next page. Have the
poster’s room and times blank or use Greek text
until it’s finalized, week one.
STEP FOUR
While the poster is being designed, create a
Microsoft Tag for the poster and link it to an event
MARKETING
on Facebook. Remember, the event you link it
to will be a new one you need to create for the
upcoming event. You do not need to publicize
the event on Facebook until 2 to 3 weeks before
the event.
STEP FIVE
Week One have all posters turned in for ALL events
that quarter. Update the posters with correct times,
dates, room numbers, and have the Art Director(s)
finalize and proof the copy with the Student Affairs
Department. Convert all files into PDFs and send
off to printer, payment will go through Student
Affairs. At the beginning of week two you should
try to hang ALL posters for ALL events. Be sure to
have Student Affairs stamp each poster with the
date stamp.
STEP SIX
Publicize the event on Facebook 2 to 3 weeks
before the event and then send out a reminder 2 to
3 days before the event on Facebook. Talk about
the event in your classes the week of the event and
then plan on going class-to-class announcing the
event. (Remember, you don’t need to go to every
class, just the ones that would benefit from the
lecture- some ideas for this event would be the
early Graphic Design classes (the ones you took
quarters 1-4), Fundamental classes and General
Education Art classes)
The next page shows a generic event checklist in an
approximate order of operations; some things may
not apply to every event.
33
Brainstorm/decide on events
Figure out Week
Figure out Date
Figure out Time
Figure out Classroom
Find teacher to lecture
Find correct Department Director to help with planning
Decide on final budget
Get quotes from vendors or ask about them to the Department Director
Create Facebook event (do not publicize)
Create Microsoft Tag
Give Tag to Art Director(s) to incorporate into final posters
Design Artwork poster–11” x 17” min. size
Design web banner fomat- .jpg or .png dimensions- 928 x 300 AND 557 x 300 pixels
Design video clip to show in A Building atrium resolution– 1280 x 800 pixels format– .mov
Design video clip to show on aigaclub.com dimensions–640 x 480 pixels
Design banners for plasma screens on campus dimensions–720 x 480 pixels format– .jpg
Reserve classrooms Week One!!!
E-mail or contact anyone who will help with set-up (like the pages, IT department, or voluneteers)
Send out finalized schedule/ postcard to board of directors for proofing
Update posters with correct information about events
Test Microsoft Tags on posters before printing all posters/postcards
Have all advertising approved via Student Affairs/other department
Make sure sponsor logo and contact info is on ALL print material to receive discounts and/or free prints
Create PDFs of posters/postcard and send to printer
Stamp ALL print posters with date stamp (this is how Student Affairs approves posters)
Hang ALL posters beginning of Week Two
Send out invite on Facebook 2 to 3 weeks before each event
Post event on other school’s Facebook pages
Monitor RSVP list for events daily/weekly
If RSVP numbers are low, post to AiCAOC Facebook page and ALL of our Facebook fan pages we subscribe too (create a buzz)
Send out e-blasts via Student and Academic Affairs and/or OC Chapter (depends on event)
Send out event reminder on Facebook 2 to 3 days before event
Talk about event to EVERYONE!!!!!
Go class-to-class and promote, tell date, time, location, how to RSVP, why they should go
Routinely meet with Department Directors to be kept in the loop of information about the event (weekly until the event is done)
EVENT CHECKLIST (GENERIC)
SPONSORSHIP
Finding & Negotiating
Finding a sponsor isn’t diffucult. First think, who do
you know in the industry that could benefit from
exposure to students? Do you know a friend that
runs a print shop, vinyl sticker shop, design firm,
web shop? The next step is pitching them the idea
of sponsoring. Talk about what we can offer them:
- Current student body 1900 (potential customers)
- AIGA Chapter exposure- 200+ industry
professionals are members and attend
our events (all numbers are accurate as of 12/10)
- We can market for them at our events!
- We can place their logo on everything
- We can give them a weblink from our site
- We ask for donations ranging from $100 to
$400 per year
- No cash? We can trade too!
Lastly, GET IT IN WRITING! That’s it.
Our Current Sponsor
Recently, we have secured a sponsor, below is the
exact terms and conditions we need to comply
with to receive the benefits. For our current board
members that are Vice-President and President, it’s
important to introduce yourself. We need to secure
the relationship- consider this your first “unofficial”
professional relationship with a client. XXXX helps
us substantially and need to be kept in the loop
of information. Failure to do this may result in a
strained relationship and have them wondering
why they should continue sponsoring us- we don’t
want that!
The Contract
The next page(s) contain the actual contract as of
01/11. This section and contract should be updated
once a year. Even if the contract stays the same,
it should be confirmed with the sponsor. Even
asking informally such as, “Can we count on you for
another year?” or “I just wanted to make sure our
agreement is still the same.”
35
SPONSORSHIP
Actual Contract
Sponsorship for AIGA AiOC Student Group Benefits:
• AIGAStudentGroupatArtInstituteofOrangeCountyreceives4setsof500postcardseachyear
for free of charge (Postcard specs: 14pt C2S paper, size 5.5x4.25, double-sided full color)
• XXXXFacebookcanhelppromoteAIGAevents
• XXXXWebsitewilladdAIGAtooneofitsResourceLinks
SPONSORSHIP DISCOUNTS
• AllAIGAmembersget10%discountontheirprintproducts
• Printingone-sideAIGAmaterialandone-sideXXXXmaterial=0%off
• “PrintedbyXXXX”+logo+contactinfo=0%off
• Textonly:“PrintedbyXXXX”+contactinfo/website=0%off
• AIGAtemporaryplasticmembershipcardswithXXXXname&website=0%off
GRAPHIC AND PRINTING BENEFITS
• NameonAIGAtemporaryplasticmembershipcardsforOC,SD,andLA
• Name,Logo,&ContactInfoonallthefreepostcards(4setsof500postcardsperyear)
• Postcard0%offforAIGAmembers-goesinallnewmemberpackets
• NameandcontactinfoasaresourceonAIGAsite
• Facebook-someXXXXpromotions
These prices do not include the discounts for AIGA (see above for specific discounts)
FLYER SIZE 8.5X11
100lb Dull Text– $0/impression
100lb Dull Cover– $0/impression
POSTER SIZE 11X17 (NO BLEED)
100lb Gloss Book– $0/impression (no minimum quantity for AIGA)
OTHER PRINTS
500 matte Business cards– $0
10 18”x24” posters– $0
2 18”x24” posters mounted– $0
SAM
PLE C
ONTRACT
PASSWORDS/ACCOUNTS
Out of the entire manual, this section will need to
be updated the most. If a password is forgotten
and reset, be sure to update it in this section right
after. This will ensure all future board members
have accurate information they can rely on.
E-mail Accounts
access: hotmail.com
user/e-mail address: aiga-oc@live.com
password: XXX
This is the main email account for our student
group, we all check it as often as possible, there
are lots of communications from Student Affairs),
the AIGA OC Chapter, and AIGA OC chapter
board members, we’ll also usually share common
knowledge/forwards that the rest of the board
needs to know here; there is also a “meeting
minutes” folder where the Secretary uploads the
minutes of each meeting. We usually ‘mark as
unread’ on new stuff that everyone needs to read
or something that’s addressed to a specific board
member. There are several mailing lists already set
up, to email all board members, start typing ‘board’,
it’ll auto complete.
user/e-mail address: aiga-ocmembership@live.com
password: XXX
This is the main email account for people that
are interested in becoming new members in our
student group. All members that have membership
questions, including if they want to renew their
membership can also email this account. The
Treasurer usually has access to this account, but
anyone can access it- we ask that you never
delete anything from this account unless you
are the Treasurer.
user/e-mail address: XXX
password: XXX
This is another email address that every social
networking site we use is registered under, it’s
inbox is mostly notifications from facebook, etc.
(spam) feel free to filter as you wish. This inbox
should be checked periodically for messages from
the sites, but since we don’t publicize the address
there’s not much.
AIGA Mail Accounts
access: mail.aigaclub.com
username: XXX
password: XXX
39
This account creates mail accounts for @aigaclub.
com and can access the Google Group email access
for Board and E-Blast email accounts. aigaclub.com
We have gmail accounts for specific board
members. If you wanted to contact the entire bard,
you simply need to email “board@aigaclub.com”
likewise if you needed to contact the President or
other board member title (example- “president@
aigaclub.com”). Below are the specific emails for
the board members; all others not listed should
refer to the general hotmail.com accounts.
admin@aigaclub.com
board@aigaclub.com
president@aigaclub.com
vicepresident@aigaclub.com
treasurer@aigaclub.com
secretary@aigaclub.com
prdirector@aigaclub.com
artdirector@aigaclub.com
Social Networking Sites
Our log-in’s are generally similar:
access:
facebook.com
linkedin.com
twitter.com
youtube.com
login name: XXX
(and/or) login email: XXX
password: XXX
It should be checked at least once a week, more
often if possible - to accept friend requests,
weed out spam on our wall/event walls, and to
answer questions posted to this account - if you’re
unsure of an answer for someone or if there is a
membership request, paste the message in an email
to aiga-oc@live.com so the other board members
can see it, and respond appropriately to the person
- and the Facebook message should be replied
to in kind that someone will get back to them. In
instances where V.I.P.s contact us via Facebook,
you should ensure that the board receives the
message and that a response is sent back to
the person in a timely manner (i.e. designer/
professionals requesting RSVP for an event is very
common). Lastly, always sign or write on the wall
as if you are “AIGA,” not a specific person. Never
sign a message with your name, instead sign with
“Regards, AiOC AIGA Student Group”; otherwise
the respondent may try to single you out if an issue
arises. We want to handle any problems as a group
and in a professional manner, never exchange
banter or questionable comments- instead use
generic, non-offensive, professional responses.
Ask them to contact a board member or attend
a meeting to get specifics. Our social networking
sites are for general information not specifics.
PASSWORDS/ACCOUNTS
We have both an account, and a Group on linked
in - there are more people in our group than are
linked to our account, - we check it periodically
to accept new friend requests, and to post major
events to; it’s kept alive because several AIGA
professionals use LinkedIn heavily, events can be
posted to our Group’s discussion page - and all of
our linked members will get an email - we basically
reuse the body copy from the Facebook event and
always post a link to the FB event page so they can
RSVP there.
YouTube
Our YouTube account is for any and all videos of
our events we can get our hands on - we currently
have video of our TV appearance in the Spring
Quarter 2010- and the AIGA promo video, once
video from our Design Link series is completed
we should post them ASAP! We have a director’s
account, but it still has the 10min limitation because
we started it after some cutoff date.
Important Notes About
Our Social Networking Sites
We receive a lot of correspondence via Facebook,
sometimes questions such as: “where the is my
membership card?” forward these messages to the
board email and to the Treasurer who handles our
membership logistical inquiries. Also “I want to pay
you, who/when/where?” direct them to attend a
meeting any Thursday in the regularly scheduled
room, or if they cannot make a meeting, forward
the message to the board and Treasurer to set-up a
time to meet them.
ALL of our social networking accounts including
emails are both monitored and under supervision
of Ai, and are considered representative of Ai, our
student group, AIGA national and AIGA Orange
County. No swearing and nothing dirty, be vigilant
to monitor our wall for these things and spam.
Keep the board apprised on actions, i.e. a student
got crazy and you deleted their comment - who
was it, what did they say, etc. copy an email to the
board. In rare cases, we have unfriended students
after repeated issues.
In general, when posting under the AiOC AIGA
account name, it is from the student group as a
whole - as most businesses would handle customer
service correspondence - there is no need to give
your name unless when it is requested and you are
comfortable giving it.
All of our electronic communications are
confidential - they are not to be shared with
members without permission from the board.
When answering questions regarding events etc., a
direct answer is fine, however a link to where they
can find the information should always be included
so they can find it on their own in the future. Most
replies to people on Facebook should include a
reminder to email future communications to us for
a faster response, and a referral to aigaclub.com.
41
Sample Account
access: Sample.com
user/e-mail address: XXX
password: XXX
Sample Account
access: Sample.com
Username: XXX
Password: XXX
Sample Account
access: Sample.com
username: XXX
password: XXX
Sample Account
access: Sample.com
user/e-mail address: XXX
password: XXX
ADMINISTRATION PASSWORDS/ACCOUNTS
Sample Website Accounts
The domain is held by XXX
user: XXX
password: XXX
Our current host is XXX
held by: XXX.com
(for troubleshooting, billing info)
access: XXX
(for host configurations)
username: XXX
password: XXX
The email associated with our account at XXX is
XXX@ XXX.com (this is used for password reset
and such).
FTP Account
First you need an FTP client, if you don’t have one
there are free ones you can download/install:
Cyberduck (MAC) http://cyberduck.ch/
SmartFTP (PC) http://www.smartftp.com/
Make a new connection using the
information below:
Server: XXX
Port: XXX
Username: XXX
Password: XXX
Usually you can click and drag from Finder/
Explorer - into the Remote side of the window
to upload. You can drag files off the remote side
to download.
Access FTP through a web address:
XXX
Username: XXX
Password: XXX
Keep in mind of folders that exist and where you
put files so you can refer to them should anyone
need to grab them. Do not delete any files that
you didn’t originally upload. If you have any
questions contact the Web Director(s). We can
give this information out to people who make
posters and such.
Sample Account
access: XXX
default username: XXX
password: XXX
This is the basic admin account that is used to
manage all content located on XXX.com, it is
advised that custom user accounts be made for
specific parties as XXX will log activity which can
be useful when changes are made. Anyone who
requires access to this should be made an account
using this default admin account or with an existing
admin account. If your not familiar with this process
please ask the Web Director(s).
Sample Account
access: XXX
username: XXX
password: XXX
This is mostly for the XXX plugin that adds social
media links to content, the account is used for
statistics logging.
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THIS PAGE WAS LEFT BLANK FOR ADDITIONAL CONTENT THAT MAY BE
ADDED LATER TO THIS SECTION
CONCLUSION
Between communicating with a board of directors,
planning successful events, marketing the events
and getting funding for everything, at the end
of the day its about design! AIGA AiOC Student
Group has been designed much like a typical AIGA
Chapter. In addition to the structural organization,
it serves as a way to understand how all creatives
like marketers, advertisers, and graphic designers
have to work together to “make it happen!” This
guide is just a taste of the real world skills you are
about to acquire while you are part of the board of
directors for one of the best student groups in the
Southern California region! Remember you were
picked because you are a dedicated individual that
not only has design skills but leadership skills too. If
you ever have questions, need advice or just want
to chat feel free to contact past board members
(Alumni). Being a board member links us all
together and being designers makes each one of us
willing to help each other. Design matters, thanks
for seeing it that way too!
CREDITS
EDITOR
DESIGN/CONCEPT
CONTRIBUTORS
ARTWORK
(IN ORDER OF APPEARANCE)
STUDENT GROUP LOGO
DESIGN LINK LOGO
ART INSTITUTE LOGO
MARK EDWARDS
MARK EDWARDS
JOEY LOPEZ
KATIE WILKINS
LARA LANGE
TOM NARA SRISOOK
BETTY KO
CHUCK PEBENITO
LARRY ERIC GONZALEZ (CONTENTS)
MARK EDWARDS (CONTENTS)
LARRY ERIC GONZALEZ (CONTENTS)
KATIE WILKINS (CONTENTS)
CHUCK PEBENITO (CONTENTS)
MIKE HUGHES (CONTENTS)
MICHAEL WORTHINGTON (PAGE 4)
LARRY ERIC GONZALEZ (PAGE 8)
CHUCK PEBENITO (PAGE 20)
BRIAN LARA (PAGE 25)
BETTY KO (PAGE 26)
TOM NARA SRISOOK (PAGE 34)
MARK EDWARDS (PAGE 37)
MARK EDWARDS (PAGE 44)
MARK EDWARDS
TOM NARA SRISOOK
EDMC
AIGA AiOC Student Group Guide Bookdesigned & written by mark edwards, 2010 president
book set in gotham htfprinted soft cover, standard paper
AIGA AiOC Student Group Guide CD
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