Affordable Connectivity Program
Overview: Competition among three teams to develop a marketing campaign, then client selecting the winning team at the end. Spoiler: My team won.
Client: Northwest Missouri Regional Council of Governments.
Objective: To provide the client with an effective marketing campaign to increase the usage of the Affordable Connectivity Program within the five counties in the Northwest Missouri region.
Project Timeline: Five months.
Target Market: Households with income that are at or below 200% of the poverty line.
My Roles: Art Director & Graphic Designer.
Tools: Adobe Creative Suite, Figma, WordPress, HTML/CSS.
Deliverables: Marketing Campaign, Market Research, Surveys, Website, Client Planbook, Pitch Presentation.
Northwest Missouri Regional Council of Governments
Since 1968, the Northwest Missouri Regional Council of Governments has been instrumental in serving the Northwest Missouri region through its efforts in transportation, economic development, hazard mitigation, grant administration, and solid waste management. As a pivotal entity within the five counties, this marketing campaign must reflect the core identity of both the region and the Council.
To honor this representation, I have incorporated the navy blue and white colors from the established branding, which effectively symbolize the tranquil expanse of Northwest Missouri's open skies and shimmering lakes.
However, to distinguish the Affordable Connectivity Program’s (ACP) marketing campaign while maintaining a pre-existing brand identity, I needed to add an accent color. In making this decision, I reflected on my initial visit to Northwest Missouri, where the region’s unique character inspired my choice.
Transportation
Economic Development
Hazard Mitigation
Grant Administration
Solid Waste
My Story
Two years ago, I came to Northwest Missouri State University to finish my bachelor’s degree by embarking on a road trip from the busy streets of New York.
As I drove the miles and approached Maryville, the sun began its descent, casting a warm glow across the horizon, I was greeted by a sight that left me awe-struck. The expansive sky above Northwest Missouri stretched out in a breathtaking canvas of deep blues, tinged with hues of golden yellow as the sun dipped low.
By adding these colors I strive to evoke a sense of pride and want people to feel the same sense of wonder and awe that I experienced on that fateful evening, forging a deeper connection between the Regional Council and the communities it serves.
Inspired by this captivating scene, I added a Sunglow Yellow color to the color palette, because I wanted to capture the essence of the Northwest Missouri Region in the identity of this marketing campaign.
PRIMARY
COLOR PALETTE
Inspired by the harmonious colors found in nature, such as in the ever-changing hues of the sky and its reflection on the lakes, the primary color palette evokes a sense of organic fluidity and visual depth, capturing the essence of Northwest Missouri while exuding professionalism and sophistication, making it ideal to convey a sense of reliability.
LUNA PIER #404B60
SUNGLOW #FFC436
WHITE #FFFFFF
SUPER SILVER #EEEEEE
COUNTRY BLUE #768094
SILENT FILM #A0A3AE
Graphic Elements
The graphic elements of the marketing campaign are carefully created to showcase the region’s unique identity and effectively communicate the program’s message. Central to our graphical approach are visuals that every resident of this region is familiar with, which are farmlands, windmills, and beautiful sky.
What is ACP?
The Affordable Connectivity Program is an initiative created by the FCC to help people gain access to affordable internet plans.
If you qualify, your household can receive up to $30 off your internet bill every month ($75 on Tribal land), and can potentially receive a one-time $100 discount on a laptop, tablet, or phone.
Mission Statement
AFFORDABLE CONNECTIVITY PROGRAM
Initiated by the FCC post-COVID-19, the Affordable Connectivity Program (ACP) was created as a response to the heightened recognition of internet access as an essential utility.
The ACP’s mission is to close the digital divide by helping citizens gain easier access to the essential tool of internet services.
Target Market
Age ranges are categorized according to life stages, based on research and a survey we conducted. The young adult group, typically comprising college students, includes individuals aged 18-25. The middle-aged group, generally homeowners with families, spans ages 26-55. The older adult group, often living independently or in group homes without young children, covers ages 56-100. This classification reflects our findings from the survey and research, providing a clear understanding of the demographic segments within these life stages.
03
Older Adults
56+ years old
02
College Students
18-25 years old
01
Young Families
26-55 years old
PRIMARY
The bulk of the population within the five counties lies in Nodaway County, providing the biggest target market with a median age of 30 years old. With children in the home, secure internet is essential to providing education and having access to important information relating to school district updates and ensuring safety.
Up next personas for the primary target market
TARGET MARKET
CINDY & BRYAN
Cindy
Age: 27
Gender: Female
Occupation: Unemployed
Income: $0.00
Education: Bachelor’s Degree in Progress - General Studies
Bryan
Age: 29
Gender: Male
Occupation: Entry Level Kawasaki (Full time)
Income: $25,500.00
Education: High School
Total Household Income: $25,500.00
Children: 1
Marital Status: Married
Internet Provider: Optimum | $40/month
meet
MARIA
Age: 36
Gender: Female
Occupation: Middle School Teacher (Full Time)
Income: $20,000.00
Education: Bachelor’s Degree - Education
Total Household Income: $20,000.00
Children: 2
Marital Status: Single
Internet Provider: T-mobile home internet | $50/month
meet
SECONDARY
The ACP assists young adults in their new phase of life as they grow up and adjust to financial burdens. Many of our targets within the age bracket of 18-25 years old are college students, just starting out, and require financial assistance. The University brings in more young people within this target market, in Nodaway County.
Up next persona for the secondary target market
TARGET MARKET
TANNER
Age: 20
Gender: Male
Occupation: On-Campus student worker (Part Time)
Income: $10,712.00
Education: Bachelor’s Degree in Progress - Agriculture
Total Household Income: $10,712.00
Children: 0
Marital Status: Single
Internet Provider: United Fiber | $60/month
meet
TERTIARY
Individuals who live in rural areas or in assisted living facilities can use this discount to afford internet services. Having access to healthcare options is very important as people age. Another benefit is connecting to the family online.
Up next personas for the secondary target market
TARGET MARKET
HENRY
Age: 65
Gender: Male
Occupation: Self Employed Maintenance Men
Income: $20,000.00
Education: High School
Total Household Income: $20,000.00
Children: 2 | Grandchildren: 3
Marital Status: Married
Internet Provider: Kinetic by Windstream | $39.99/month
meet
BETTY
Age: 83
Gender: Female
Occupation: Retired (In assisted living)
Income: $15,060.00
Education: High School
Total Household Income: $15,060.00
Children: 2 | Grandchildren: 4
Marital Status: Married
Internet Provider: Optimum | $40/month
meet
POSTERS
For the creation of flyers and posters as part of the marketing strategy, we employed a collaborative approach that leveraged the expertise of my team members. Through many design brainstorming sessions, we refined the flyers and posters to ensure they effectively communicated the benefits of the Affordable Connectivity Program (ACP) and resonated with the target audience.
By aligning the design elements with the program’s objectives and values, we created materials that not only informed but also inspired and engaged residents of Northwest Missouri. The primary objective during the design process was to attract the viewer’s attention and prompt them to take action, whether it be visiting the website or contacting via email or phone.
POSTCARD
Utilizing tangible promotional materials such as postcards will allow people who struggle to afford the internet to find a way to discover the ACP and its benefits.
In addition, postcards can be targeted effectively to specific demographics or geographic areas using the Every Door Direct Mail tool, enhancing the relevance and effectiveness of the marketing efforts. Incorporating postcards into the promotional strategy creates a memorable and lasting impression that drives engagement with the marketing campaign.
BROCHURE
In developing the brochure with the client for the marketing campaign, we carefully curated engaging content, vibrant imagery, and clear messaging to inform residents about ACP’s offerings. By blending creativity with practicality, we created a brochure that not only educated but also empowered individuals to take advantage of the opportunities provided by the ACP.
WEBSITE
I redesigned the Northwest Missouri Regional Council of Governments, with easy access to Affordable Connectivity Program information. In addition, we made a clear value proposition, by communicating Northwest Missouri Regional Council of Governments’ brand values clearly and concisely on the homepage. Visitors will understand what the client offers and why it matters within seconds.
This website offers various features designed to enhance accessibility and engagement with the Affordable Connectivity Program (ACP) in Northwest Missouri.
Downloadable resources, including guides, application forms, and information packets, are available in user-friendly formats, facilitating easy access to essential program materials.
With these features, the website serves as a comprehensive hub for ACP information, empowering residents to learn about and engage with the program effectively.
Although I cannot show everything, I hope that the design materials I have presented effectively reflect the dedication and creativity invested in this project. My goal is to ensure that these designs convey the depth of my strategic planning and execution, leaving a strong impression of my commitment to delivering impactful and visually compelling solutions.
NEWS ARTICLE
Latest Knacktive partnership plans marketing campaign for regional organization
“I became a better designer and better art director than I even thought I was or I was capable of,” said Orazgeldiyev, who wants to embark on a career in user experience and graphic design.
A native of Mary, Turkmenistan, Orazgeldiyev drew inspiration for Connect-a-Cat’s artwork from the landscapes of northwest Missouri.
“We wanted the designs to represent the northwest Missouri region with windmills, farmlands, the blue sky, and I got the inspiration to add yellow color from the sunset,” he said. “The sky is beautiful in this region and I wanted to showcase and represent them.”
