project name |
ESP identity, website, flyer, postcard, and poster
http://esp.mit.edu/ |
MIT client |
Educational Studies Program (ESP) |
completed |
November 2005-September 2006 |
audience |
Junior high and high school students from New England interested in taking part in the programs offered by ESP; MIT students who are interested in teaching classes or otherwise volunteering their services |
goals |
Clarify the offerings of this entirely student-run outreach program and raise ESP's overall profile, with the intent of increasing the enrollment of both MIT student teachers and area junior high and high school students taking classes. Update the website to streamline processes and add a resources section for MIT student teachers. |
strategy |
Highlight the fact that ESP is student run by implementing an informal use of imagery and layout. Promote ESP as an interesting, fun, and valuable opportunity to enhance one's education, prepare for college entrance exams, and experience the MIT campus. Use messaging to convey the variety of options available to MIT and high school students alike.
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benefits |
Enrollment for all categories this year exceeded the figures from years past. ESP continues to add functionality and content to the website. They have added podcasts and blogs for students who want to share their experiences, and students can now register online for classes. The ESP group has even built their own content management tool to streamline content updates and make it easier to expand resources on the site. ESP has strengthened their relationship with the MIT Public Service Center, a resource to help them in their work. |
specifications |
Business papers: Two-color identity printed offset for letterhead and 9" x 12" envelopes.
Postcard: 5" x 7" postcard printed digitally.
Poster: 11" x 17" poster printed digitally.
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project team |
Client: Michael Shaw
PSB advisors: Cheryl Slowik, Sandy Farrier
Design: Ink Design
Writing: Libretto
Web development: Bob Wilt
Printing: Next Generation Printing
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PSB role |
Worked with the ESP student-run board to develop a communications plan, define ESP messaging, and identify appropriate tactics to promote the program. Ran an informal focus group with MIT students to learn about their motivation for participating in volunteer activities. Recommended that ESP invest in a writer who would lead a brainstorming session. The result was a mission statement and series of headlines and copy points to be used interchangeably on posters, postcards, and flyers. Recommended a designer and development team based on design style and budget. Contacted the MIT Public Service Center to identify ways that ESP could leverage the services they offer. For the website, partnered with WCS/DCAD to develop the site's information architecture, conduct usability studies, and make necessary modifications based on feedback.
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