Tag Archives: Chicago Architecture Foundation

Chicago Architecture Foundation Portfolio

28 May

I have finally finished my Advertising Copy writing class at DePaul.  Our final project was to make a portfolio of a comprehensive campaign featuring all of the different ad forms we’d learned. I’ve included pictures of my final ads and the background/write-ups for each one. Enjoy!

Chicago Architecture Foundation Ad Campaign

Contents

  • Chicago Architecture Foundation (CAF) Background
  • CAF’s Positioning in the market
  • Where we want CAF to be
  • Strategy – Convince, That, Because (CTB)
  • Selling Idea
  • Lunch Talks Print Ad
  • Giraffe Print Ad
  • Flip-Flops Television Ad
  • “Weekend in Your Wednesday” Radio Ad
  • Out of Home (OOH) Bench Ad
  • “Summer by Bus” Promotion Print Ad
  • “Weekend in Your Wednesday” Banner Ad


Chicago Architecture Foundation (CAF) Background

  • Architecture Tours: Over 90 different tours by boat, bus, bicycle, Segway, train, or walking.
  • Tour Pricing:
    • Bus tours average $45 per person.
    • Boat tours average $35 per person.
    • Walking tours are $10-$20 per person depending on length of tour.
    • Members receive free walking tours and discounts and deals on other tours.
    • Adult Initiatives: Nearly 100 programs including free weekly lunchtime lectures, workshops, evening programs, and adult education classes.
    • Retail Shop: Features unique home décor and Chicago-themed gifts, architecture and design books and videos, jewelry by local artists, educational toys, and other gifts.

Positioning in the market

  • CAF’s biggest direct competitors are for the riverboat cruises and bus cruises.
  • CAF has a very strong hold in the walking tour market because of the wide variety of areas/neighborhoods they cover and the large number of tours available year-round.
  • CAF store is branded as a hip place to buy whimsical gifts along with art/architecture items and books.
  • CAF memberships compete with Art Institute and other museum memberships.

Where we want CAF to be

  • We want to change the perception that architecture tours are all the same thing.
  • We want people to consider CAF as an alternative to just going home after work or staying in for lunch.
  • We want Chicagoans to experience Chicago culture through architecture, not just museums, art and music.
  • We want people to realize that CAF is multi-dimensional and to experience the whole variety of CAF offerings.
    • We want someone who’s gone to one or two CAF events to understand that there’s a whole menu of other choices.
    • We want someone who only does walking tours to come to a lunch talk
    • We want someone who participated in a special program to take a boat tour.

Convince, That, Because (CTB)

Convince business professionals that Chicago Architecture Foundation (CAF) is their workweek escape because of the variety of unique programs and tours that fit into their busy schedules.

Selling Idea (Tagline)

Put a little weekend in your Wednesday

Whether you take an hour to go to a lunch talk, come down to the city on your day off to do a walking tour, or stop for a boat tour in the evening before going home from work, CAF provides you a getaway without ever leaving the city. Architecture is important; it doesn’t have to be serious.

 Lunch Talks Ad

Every Wednesday from 12:15 p.m-1 p.m. CAF hosts a free “Lunch Talk” in the Lecture Hall attached to the storefront in the Santa Fe Building. Guests are encouraged to bring a bag lunch and arrive early since there is general seating.

Lunch Talks topics are often about past or present architecture or revitalization projects in Chicago. This summer’s topics include:

  •  1990s Restoration and Landscape Renovation at Graceland Cemetery
  •  Transforming Land Use for a 24-Hour Downtown
  • Landscape History and Design
  • Vacant Lots: Farm or Famine – Open Space in Woodlawn and Englewood

The Lunch Talks ad is targeting business people working near CAF who are interested in bettering themselves and learning new things, but have very busy working lives.

Working Lunch Ad

Quantity and Variety of Tours

Giraffe Ad

CAF offers approximately 90 different tours (depending on the time of year) that visitors can choose from. Walking tours cover both downtown and neighborhood sites. Bus tours cover areas further out from downtown and boat tours show visitors Chicago’s architecture from the river.

The Giraffe ad targets professionals with limited free time who might be considering other cultural or active entertainment options such as museums, the zoo, or a concert.

Chicago Architecture Foundation Ad

Boat Tours

Flip Flops Ad

CAF boat tours are the most popular mid-price tours (since walking tours are so numerous, low priced, and run all year long, they come out ahead) offered. They are also the tours with the most direct competition. CAF has four boats in its fleet and on the website claims, “The Chicago Architecture Foundation has literally written the book about the Chicago River, so accept no substitutes!” Most tours run early in the day, but in the summer months special evening tours run at 5:30 p.m.

The Flip Flops ad encourages young business people who would never have the time to take an afternoon tour, to take the 5:30 p.m. tour instead of going directly home or to a bar after work.

Client: Chicago Architecture Foundation

Product: Chicago’s First Lady Riverboat Tour

Title: Flip flops

Length: 30 Seconds

Writer: Kathryn Denton

VIDEO AUDIO
 
  1. CLOSE UP OF TWO YOUNG (late 20s) BUSINESS MEN AT THE END OF THE WORK DAY. BOTH ARE RELAXED, TIES LOOSENED AND TOP BUTTON UNBUTTONED.
  1. PAN OUT TO SHOW THEM SITTING IN ADIRONDACK CHAIRS ALONG THE RIVERWALK.
  1. TURN TO IMAGE OF TOUR BOAT LINE WITH GUIDE STANDING ON THE GANGPLANK
  1. PAN BACK TO THE MEN STANDING UP FROM THE CHAIRS
  1. CLOSE-UP ON THE JETTY AND FEET AS THEY WALK ACROSS ONTO THE BOAT. 3 PAIRS OF REGULAR SHOES GO BY AND THEN TWO FEET WITH HAIRY TOES IN BRIGHT COLORED FLIP FLOPS
  1. THE MEN ARE SITTING AT THE BACK OF the BOAT WITH THEIR FEET PROPPED UP ON THE RAIL. CAMERA SHOOTS OVER THEIR SHOULDER THE SITE OF THEIR FLIP FLOPS AND BUILDINGS GOING BY AS THE SUN SETS.

 

SFX: Background chatting sounds. Soft water noises of the river.MAN 1:  Whew! I thought today was never gonna end. I didn’t even have time for coffee.MAN 2: I know! I spent the whole day out at client trainings and never had a chance to eat lunch.MAN 1: (punches Man 2’s shoulder playfully) Well good thing you didn’t skip out on me and run home to the family on the first train outta town tonight.

MAN 2: Well my wife thinks you’re making me sit through some boring architecture talk. She probably feels sorry for me.

SFX: Boat horn

GUIDE: “Attention passengers. We are now boarding for the 5:30 evening river cruise.

MAN 1:  Time to go

MAN 2: We’ll let her keep thinking that you’re suffering.

MAN 1: It’ll be our secret.

MUSIC: Calypso island music starts quietly in the background FADE out at the end

ANCR (VO): Chicago Architecture Foundation

River Cruises.

Put a little weekend in your Wednesday.

Flip flops not provided.

 CAF "Weekend in your Wednesday" Storyboard


Pub Crawl Tours

Weekend in Your Wednesday Ad

Pub Crawl Tours take place about once a month from April-October in various Chicago neighborhoods (Upcoming tours include River North and Andersonville). They are 2 ½ hours long and are priced similar to regular walking tours. The tours go through the architecture of the neighborhood, stopping in at three area pubs or bars with unique architectural histories. Drinks are not provided as part of the tour, but at $15, these tours are significantly cheaper than other Chicago beer walking tours that also do not include drinks.

The “Weekend in your Wednesday” ad is targeted to young women who have just entered the workforce, still have time and energy to go out on a weeknight, and are starting to get tired of doing the same thing every week.

Client: Chicago Architecture Foundation

Project: 60 Sec. Radio Script – Weekend in your Wednesday

Air Date: Spring 2012

SFX: FRONT DOOR SHUTTING, FEMALE FOOTSTEPS, BIRDSONG, MORE FOOTSTEPS WALK UP

SARAH: Hey Marti, happy hump day! What do you wanna do after work?

MARTI: I dunno Sarah, what do YOU want to do?

ANNCR: Does this sound like your Wednesday morning?

SFX: SOUND OF BUS PULLING UP, GIRLS DROP CHANGE IN AND WALK TO BACK OF BUS

SARAH: I asked you first Marti!

MARTI: (SIGHS). We’re back to that, huh? I say to you, ‘What do you feel like doing tonight?’ And you say, ‘I dunno. What do you wanna do?’

ANNCR (CLEARING THROAT): Ahem, um ladies, why don’t you go on a Chicago Architecture Foundation…

SARAH (CUTTING HIM OFF AS IF SHE CAN’T HEAR HIM): We could go to that bar down the street.

SFX: CUT TO BAR NOISES: CLINKING BAR GLASSES, SOFT BACKGROUND MUSIC, BEER BEING PULLED

OLD CREEPER 1 AT BAR:  Hey Baby, lemme buy you a drank.

OLD CREEPER 2 AT BAR:  Yeah girl, we can have a good time.

ANNCR (CLEARING THROAT):  You know girls, Chicago Architecture Foundation Pub Crawl Tours….

MARTI (INTERRUPTING): You forgot about the creepers there.

SARAH:  Oh, right.

MARTI: So what do you want to do?

SARAH: I dunno, what do YOU want to do?

MARTI:  Ugh not again.

ANNCR (LOSING PATIENCE): LADIES!

SARAH & MARTI: MAKE STARTLED NOISES

ANNCR (LOSING PATIENCE): Ladies why don’t you try the Chicago Architecture Foundation River North Pub Crawl this evening. You can have some drinks, enjoy the weather, meet some new people…

SARAH (INTERRUPTING): And it’ll be creeper-free!

MARTI: Alright Sarah, meet me out front at 5!

ANNCR (SIGHS): CAF Pub Crawl Tours, Put a little weekend in your Wednesday.

Boat Tours

Bench Ad

In the Bench Ad, the top box is the vertical portion of the bench, the second box is the seat, and the logo would be displayed across the lip of the seat.

This ad would be put on the benches along the south side of the Riverwalk (which is the side that CAF boat tours depart from), and the north side of the Riverwalk to the east of Michigan Ave. (these benches are directly across from the CAF boat docks so someone sitting on them would see people boarding the boats).

The Bench Ad is targeting business people who work along the Riverwalk and come outside to sit on these benches during their lunch breaks. Similar to the TV spot, the benches will encourage business people who would never have the time to take an afternoon tour, to take the 5:30 p.m. tour instead of going directly home or to a bar after work.

CAF Bench ad

 

CAF Summer by Bus Promotion Ad

Bus tours provide the best opportunity to see a large portion of the city without the hassle of driving around or walking long distances in the heat. The objective of this promotion is to increase ridership on bus tours during the summer to 75% capacity on average.

  • Customers who go on bus tours between June 1 and August 31st will be receive an acrylic “CAF Summer By Bus” tumbler and be entered in a drawing to win a one-year Chicago Architecture Foundation membership.
  • Even if a customer is not a member, CAF creates an account for them when they purchase at ticket. At the end of August, CAF can track the people who went on tours during the contest and enter them into the drawing. There will be no additional action needed by the customer. One winner will be announced in September.
  • This promotion is targeting older business people who are looking to do sightseeing in the city but are not interested in extensive walking tours in hot weather.
  • Bus tours are the most expensive ($45/person) as compared to walking tours ($10/person) and boat tours ($35/person). The acrylic tumbler provides an added value to the purchase even if they don’t win.

 Chicago Architecture Foundation Ad

CAF Banner Ad

This is a rotating banner ad that would progress from the top box down to the third box with each one linking back to www.architecture.org. The Banner Ad targets business people struggling to get through the workweek and reminds them that CAF can be their mid-week escape.

Chicago Architecture Foundation Ad

Drawing pictures in your mind- or- Radio Ads!

14 May

I’m still chugging through this Advertising Copywriting this quarter. Last week we wrote a 30 second TV spot (I’ll be posting my awesome story board and script from that later) and this week we had to write two 60 second radio ads. Radio is HARD to write for and not put yourself to sleep. Remember I need a CTB Statement (Convince, that, because) so here it is – CTB: Convince professionals that Chicago Architecture Foundation is their workweek escape because of the variety of exciting programs and tours that fit into their busy lives.
Both of these ads are based around ideas I stole (of course, it’s advertising). The first if from a TV show, the second from a movie your grandmother probably remembers. Whoever can guess both gets a prize.

Client: Chicago Architecture Foundation

Project:60 Radio Script-The Gift

Air Date: May, 2012

SOUND OF MAN WALKING DOWN THE STREET. BACKROUND CONVERSATIONS AND TRAFFIC NOISES.

MALE VOICEOVER: (SPOKEN SOFTLY TO SELF) Ugh! I hate buying my sister-in law gifts. Shelia hates everything we buy, Like the Fruit for year club…

MALE VOICEOVER: (IMITATING OBNOXIOUS WOMAN’S VOICE) There was just…..so much fruit! Nobody can eat that much fruit!

MALE VOICEOVER: (BACK TO SELF) Or the trip to Six Flags for Timmy’s graduation

MALE VOICEOVER: (IMITATING OBNOXIOUS WOMAN’S VOICE)You know we get motion sickness!

MALE VOICEOVER: (BACK TO SELF) And worst of all, the engraved toaster….

MALE VOICEOVER: (IMITATING OBNOXIOUS WOMAN’S VOICE) Yes it was nice, but we didn’t NEED a toaster…so we traded it in for this coffee maker. What’s that? It was engraved? … maybe we can get it back….

FOOTSTEPS STOP AND ALL OTHER NOISES FADE OUT

MALE VOICEOVER: (BACK TO SELF) Woah! What’s this place?

SOUND OF DOOR OPENING AND BELL OVER DOOR JANGLING

MALE VOICEOVER: (BACK TO SELF) Hmm, (reading sign) Members receive 15% off merchandise, 65 FREE tours, and exclusive Members-only tours and events.  It’s gotta be better than the last “membership” we bought her.

MALE VOICEOVER: (IMITATING OBNOXIOUS WOMAN’S VOICE) A gym membership!!! You think I’m fat!?!?

MALE VOICEOVER: (BACK TO SELF) Definitely better.

ANNCR: Chicago Architecture Foundation. At the corner of Michigan and Jackson. Your gift giving fears are over.

 

Client: Chicago Architecture Foundation

Project: :60 Radio Script – Weekend in your Wednesday

Air Date: Spring 2012

FRONT DOOR SHUTTING, FEMALE FOOTSTEPS, BIRDSONG, MORE FOOTSTEPS WALK UP

SARAH:
Hey Marti, happy hump day! What do you wanna do after work?

MARTI: I dunno Sarah,  what do YOU want to do?

SOUND OF BUS PULLING UP, GIRLS DROP CHANGE IN AND WALK TO BACK OF BUS

SARAH: I asked you first!

MARTI: (SIGHS). We’re back to that, huh? I say to you, ‘What do you feel like doing tonight?’ And you say back to me, ‘I dunno. What do you wanna do?’ Then we wind up going to the same dive bar down the street that’s full of creepers. I wanna go out, I’m just tired of going out to seedy clubs in the middle of the week.

SARAH: Well I still want to go drinking. When 5pm rolls around today I’m going to need to have some fun.

MARTI:  So what do you want to do?

SARAH: I dunno, what do YOU want to do?

SARAH:  Ugh not again.  Hey! See that sign? Chicago Architecture Foundation River North Pub Crawl this Wednesday, that’s Today! I’ve heard about that. You walk around River North stopping at a bunch of bars! We’d get to drink AND be outside.

SARAH: And it’ll be creeper-free

MARTI: That’s it Sarah, we’re meeting out front at 5.

ANNCR: CAF Pub Tours, Put a little weekend in your Wednesday.

A post full of pictures! Or: I can make ads now

23 Apr

I’m taking a course in Advertising Copywriting this quarter. It’s pretty interesting but I’ve found at times it can really be a challenge to not write a boring or painfully obvious ad. The first three shown below are for my visuals/headlines assignment and the last two include body copy. I’d love to get some feedback on these. One of the things we discuss when talking about strategy is the idea of “CTB” or “Convince….That…..Because”. Your ads should always relate back to your CTB statement to make sure that you’re sticking with your strategy. We had to pick a product or service for this class that was fairly unknown or local. I’ve found myself spending a lot of time in the Chicago Architecture Foundation shop over the last few months and I thought they’d be a nice change from the CSO for awhile. 

CTB #1: Convince Chicago-area mothers with young families that a CAF membership is more valuable than a museum membership because it provides their family with a valuable variety of active group learning experiences the whole family will enjoy.

This ad’s headline is an example of parallelism-where you repeat a sentence or portion of a sentence. This sometimes can be sort of a surprise headline at the end.

Parallelism in copywriting

This one I just love because it has giraffes. I also was trying to follow my strategy of convincing families that the CAF membership is more valuable than a museum’s (or in this case, a zoo’s)

This one is pretty blatantly a stab at museums. (Love you MSI!)

CTB #2: Convince downtown professionals that CAF is their workweek escape because of the variety of engaging programs that fit their work schedules.

I really wanted to find images of talking food (ala the muppet tomatoes) but that’s hard to make work in a print ad.

This one is supposed to be a “spiral” print ad. While nothing in this particular image is twisty, the copy follows the lines of the building and draws attention up to my headline.

Spiral text in a print ad

Please leave feedback in the comments section. The goal of advertising is not to make you go out and buy something, but to influence your attitudes and beliefs. Are you intrigued and thinking about checking out the CAF website? (you should, it’s pretty cool). If you work downtown, on a beautiful day would you maybe consider taking a walking tour on your lunch break or before you go home for the day?

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