Going beyond the flyer : a transmedia branding campaign

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Eikenberry, BriAnna M.
George-Palilonis, Jennifer
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Thesis (M.A.)
Department of Journalism
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The purpose of this creative project is to raise awareness of Muncie Public Library Makerspaces through a transmedia branding campaign targeted at 18 to 35 year olds. By combining techniques from transmedia storytelling and guerilla marketing, this creative project uses a pop-up style campaign known as “ambush-marketing” as a tactic to draw audience members to the resources and tools the Muncie Public Library offers. Then, members of the Muncie community shared their thoughts using prompts developed for a website called CreateMuncie.org. This project includes three distinct phases – research, development, and implementation – using a human-centered approach known as design thinking. During the research phase, semistructured interviews were conducted to inform an understanding of the needs and values of 18 to 35 year olds as they relate to makerspaces. Additionally, observational research was conducted in both MPL makerspaces and two similar makerspaces to understand how makerspaces are currently used and how makerspaces differ. This research influenced the development phase in which key research findings and low-fidelity prototypes of a transmedia branding campaign were generated and presented to project stakeholders. Then, low-fidelity prototypes were developed into an actual campaign and implemented in the Muncie Community targeted at 18 to 35 year olds. This project contributes to the evolution of marketing tactics and provides insight to ways small community organizations can create low-budget, grassroots campaigns to reach a new or wider audience.