Second Univeristy Phase Mexico
Second university phase - Mexico
Rare Pride Program
Masters degree in Communication (UTEP)
ITESO University, Guadalajar Mexico 2014
Six Week course:
lectures, Presentations, activities, Evaluation
I was an instructor and technical consultant for the six-week university phase of master degree candidates from Rare’s Colombia program. I was there to teach portions of the Unified Brand Marketing Curriculum I had developed with the Rare Latin America team specifically for this cohort of social impact campaigns in Colombia. The university training was held at ITESO University in Guadalajara, Mexico.
For six months prior, Program Director Itala Yepez and I developed the unified brand marketing plan - one social impact marketing campaign that could be launched at seven different regions of Colombia. Previously all campaigns had developed their own brand, messaging, and marketing plan.
To streamline the university course work, I created a system to aggregate qualitative data from all seven sites and map it to specific outputs that would make a unified brand, including a tool called the Message Matrix.
The Latin America team and I wrote new curriculum to implement the new marketing strategy, which I helped teach at the second university phase in Guadalajara, Mexico.
My specific course work focused on:
Social Marketing Strategy,
Target Audience Research,
Creative Brief,
Campaign Brand,
Message Design,
Marketing Mix,
Principles of Design
Material Production
The image gallery above are the slides for the lecture and lesson on Creative Brief in Spanish, click the left and right arrows on the side to advance pages.
The Image gallery below is an overview of the Message Matrix tool I developed to streamline a unified message strategy for multiple sites. Click the left and right arrows on the side to advance pages.
