The Ave Communications Strategy
December 6, 2012
One of the most rewarding and research projects I have worked on was a comprehensive communications strategy for The Ave community project. The Ave is the brain child of professors John Monberg, Vincent Delgado, and designers at Red Head Design Studio. Meant to do many things this project had three main audiences and purposes.
- Create a vibrant community between students at Michigan State and the corridor of Michigan Avenue
- Connect the artists of the greater Lansing area
- Be a major linchpin for the businesses of Michigan Avenue and build viral marketing
This project was worked on by a fantastic and talented team consisting of Rebecca Zantjer, Jamison Sheppard, Emily Dixon,Laura Allen, and myself. Using multiple methods of research we worked for two months straight on developing out this communications strategy. Starting with ethnographic research and stakeholder interviews we were able to get a feel for the organization and where the stakeholders mentioned above wanted the project to move towards. Taking this into consideration we developed a strategy that used the already existing goals but focused on creating personas, place-making, and network building. The entire project culminated in the document you can view below and is one of the most comprehensive projects I have had the privilege of working with.