Recently, I saw many friends asking in the exam counseling group of the workshop: "I want to participate in the National College Student Advertising Design Competition, but I don't know how to prepare." In fact, for me, the school level, the provincial level and the national level. I have participated in various levels of competitions. There have been more than a dozen times, big and small, and some small prizes have been won. Although I am not a technical student, I can't tell you technically, but I will share my experience in the competition with you. I think the mood of all competitions is similar.

General advertising creation will go through three stages: creativity, performance and execution. Creativity, mainly aimed at the creative direction put forward by advertisements, can accurately grasp the creative points, achieve twice the result with half the effort, and directly present it in the script; Performance is to spread creative points through visual, auditory and other elements, as well as plots and other forms, mainly through story board's way to convey information and express emotions and demands; Execution, that is, the degree of completion of the project, the proficiency of technology, the fit of the goal, whether it conforms to the advertising law and other norms.

Thematic analysis:

With the increasing number of college graduates, the employment pressure of college students is becoming increasingly severe, and constantly improving their own soft and hard strength has become the demand of more college students. As a high-end brand invested by Beida Jade Bird Group, an excellent school-run enterprise of Peking University, which focuses on college students' employment education, the workshop undertakes the important task of helping college students reshape their skills and supporting them to become more like themselves. The emergence of Workshop App provides a good platform for college students who are studying and working to improve their online skills.

Workshop App is mainly for college students. In the workshop app, you can learn the most cutting-edge and practical internet technology and replenish your knowledge energy anytime and anywhere.

Therefore, this proposition needs to start from the perspective of college students' needs, indicating that college students can improve their skills and achieve high-paying employment by learning the courses in the workshop app.

Starting from the reality of college students, we can think about how to spend the confused period from freshman to employment besides attending classes and playing games.

It can reflect the advantages of App: learn anytime and anywhere (for example, when waiting for a bus, taking a bus or eating, open the workshop App to learn new knowledge).

Advertising form

1. Plane class: design one or a series of KV (main vision) posters in a young and creative way for the workshop APP. Based on the product positioning and characteristics, combined with college students' favorite creative ways, improve product awareness and goodwill. Second, the video category: from the perspective of college students, clearly convey the product concept and encourage college students to use the online education platform of the workshop for learning. Works can be combined with young people's lifestyles and attitudes, and can be freely displayed and disseminated for social media and outdoor media. 3. Animation category: Animation advertisements within 30 seconds can be designed in combination with workshop mascots, and can also be freely displayed, with no limitation on subject matter. On this basis, the core interests of the product are conveyed through the elaboration of the story. Four. Interactive category: H5 interactive advertisement is not limited in form, creative and interactive, easy to spread, and unlimited in theme, which can spread the product concept and trigger the participation and secondary communication of college students. 5. Copywriting: You can clearly convey the workshop APP in a way that young people like through advertising language, creative scripts and product stories. There is no limit to writing style. 6. Broadcast category: planning 15 seconds or 30 seconds to broadcast advertisements. Seven. Marketing plan: from the perspective of proposition, based on market analysis, competing product analysis and college students' amateur habits, set a clear brand positioning for Workshop app among college students, and formulate detailed promotion plans (various communication channels, detailed communication plans, etc.). ). Total budget100000 yuan.

The above is the competition idea that one of my bystanders gave the workshop exam questions, which may not be accurate, so don't spray it if you don't like it! Suddenly I remembered that sentence: When should it start? A more practical answer than "the sooner you start, the better" is "start now".

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