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Each year, Temple University's Department of Advertising and Public Relations hosts a Senior Showcase, a “reverse” job fair where industry professionals are invited to meet the graduating class and view their work. The challenge for the Showcase creative team was twofold: 1) demonstrate “big idea” thinking by choosing a unique theme from which to create an event concept and identity that would appeal to prospective employers, particularly those in the advertising & PR industries; and 2) produce a promotional campaign across print and digital media that adhered to the brand identity and would bring in the intended audience.
This year’s team brainstormed an open mic comedy show theme to advertise the graduates’ imminent “début in the spotlight.” This inspired a gatefold invitation showing curtains opening to reveal a stage (clear foil stamping was used on the spotlight, stage lights, and neon details), complete with the tagline, “finding serious talent is no joke.” The event name played off Temple University's Broad Street campus location.The invitation design determined the look and feel of the remaining mandatory deliverables: emails, animated social media graphics, a landing page, and signage & name badges for the event. The team opted to create additional event-specific deliverables for professional attendees — tote bags (to collect resumes) and drink coasters (with a url linking to student portfolios & LinkedIn pages) — to highlight the theme and encourage follow-up.
The event was a success, with over 120 industry attendees — the largest number in the five years since the event started.