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Freshman Edition Newspaper AD

Gearing up for the new school-year, the Western Front newspaper publishes a special edition of the newspaper for incoming freshman. It's a guide to life at Western Washington University and is full of advertisements from businesses catering to the university students.

It's important for the Western A.S. Bookstore to make a good first impression on the students, so they always secure a half-page advertisement with the goal of introducing students to their business.

Solution

The image of the store was important so that new students could distinguish it from the other buildings on campus.

We also incorporated the Associated Students logo into the phrase "YOUR AS BOOKSTORE" to distinguish us from the unofficial university bookstore competitors.

Then we narrowed our message down to six concise statements that made the best case for someone to shop with us first.

Result

The day that the newspaper was published, as well as the following weeks, witnessed a significant growth in walk-ins and profits from the years previously, when the store's half-page advertisements were less eye-catching.