Creative Process

Seeking opportunities to collaborate across departments is a great way to provide career awareness and exposure opportunities to more students. An example of this is a cross department collaboration between Nate Scharff, Marketing faculty, and Karl Cleveland, Media Arts faculty. Since graphic design and web design are core elements of marketing, Nate and Karl partnered to invite their classes to an industry speaker event: The Creative Process for Developing a Digital Campaign, presented by the Parker White Brand Interactive (a digital marketing firm.)

Media Arts students created a flyer for the event (shown below), and students in the MiraCosta Marketing Club promoted the event. During the event, students learned the process of creating a digital campaign from the client and agency perspective. To give students a taste of a simulated work experience, the industry professional engaged students by giving them the opportunity to "work" in one of several roles common inside a marketing agency.

Students were given a description of the target market(s) the client seeks to reach, a description of the brand persona, and role to play.

Students were asked to research and make recommendations for:

Which social media channels the agency should use to reach the target market

Create communication messages

Students who are persuasive communicators were asked to pitch the concept.

This exercise engaged students in the work of an agency, and allowed the speaker to give feedback.

parker_white flyer 1118.pdf