But when the opportunity arises to target an even smaller segment of your audience, the defining parameters of the target audience must briefly change. Both the message and the design need to speak directly to that new segment.
Such was the case recently for Wheaton College’s Graduate School. With several new ads planned in upcoming youth conference journals focussing on ministry or missions, the age spread of their target audience became smaller and younger. Also much more was known about the priorities, values and goals of the conference attendees that differentiated this segment from the original broader audience. As a result the look and message of the advertising needed to change; it became edgier and more defiant against the status quo. Consistency was maintained through the types of images and fonts used. But rougher elements, a more earthy color palette and a tilted composition made it less academic, to say the least.
The resulting two-page spread print ad for Wheaton College showing our redefining from their established branding is shown above.
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