Building Brand Awareness and User Trust
Designing marketing materials to build brand awareness across New York City and foster audience trust by showcasing product solutions aligned with their needs.
Client
NYC Mayor’s Office for Economic Opportunity
Scope
Marketing Materials Development
Tools
Figma, Adobe Creative Suite
Role
Marketing/Graphic Designer
Project Overview
Our stakeholders at the City Intake Center tasked us with finding alternative solutions to boost user sign-ups during in-person events aiming to reach a specific target for new users while providing translations to accommodate a diverse audience. We needed to identify the types of marketing materials that would effectively increased brand awareness and build trust, encouraging residents to use My File NYC, a mobile-web application that supports New York residents in applying for essential city services.
Design Approach
With the goal in mind, I reviewed the designs used in the previous in-person event to identify areas for improvement and explore alternative strategies to attract more users. Collaborating with the product manager, we decided to expand our outreach by creating additional marketing materials, including a T.V. advertisement, FAQ brochures to answer common questions, quick-start guides for easy sign-up, and portable palm cards for convenient access.
Marketing Process
I drafted the marketing materials and sketch storyboards to represent the animation, then presented them to the team during a design critique workshop. This allowed me to gather valuable feedback based on the visuals and messaging. Using their feedback, I refined the designs and finalized them in Adobe Indesign to prepare print-ready materials. I then shared these printouts with our stakeholders for additional feedback.
Based on their critical review of the visuals, content, and audio transcripts for the T.V. advertisement, I incorporated their feedback and iterated the materials towards the final version. Once approved, I coordinated printing the materials for the upcoming in-person event and sent over the mp4 video file to be displayed across stations on each floor of the City Intake Center.
After the event, we successfully gained over 500 new users sign-ups for My File NYC, achieving the project target goal.
Thank you for reading!