HSA101: Concepting

It’s all about concept—the idea behind it all. We’ll dive right into the creative process of making a campaign, from concept to execution, to see just what it takes to make a book-worthy campaign. Then we make ads. Lots of them. It doesn’t matter if you can’t draw or if you can’t write (just make sure you’re literate) and we won’t touch a computer. You just need to be ready to think. And think some more.

  • Concepting & Insight
  • Agency Structure & Roles
  • Headlines & Subheads
  • Taglines & Body Copy
  • Layout & Design
  • Typography
  • 360 Campaigns
  • Guerilla/Ambient Advertising
  • Portfolio Ideas
  • The Job Hunt

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HSA102: Digital Design

Once you’ve come up with the great idea, you’ve got to execute it. This is where it gets tricky—how to keep the momentum of your great idea and communicate it visually.  In HSA102, we’ll take your concepts to the computer and one step closer to completion. We’ll go through all the things you need to effectively produce great design no matter what the medium—choosing the right software, finding the right image and manipulating it, selecting the right typeface, laying out all the elements of the page, how to prep your work, all using Photoshop, Illustrator and InDesign.

  • Typography
  • Layout
  • Color
  • Resolution
  • File Formats & Delivery
  • Tips & Tricks

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HSA104: Social Media & Digital Strategy

Students who register for Social Media and Digital Strategy are literally getting two classes in one. The first five classes are all about Social Media and the last five classes are all about strategy, focusing on digital.

Social Media

  • The tools: Facebook, Twitter, YouTube, LinkedIn, blogs, and so on.
  • Tools to use the tools: HootSuite, TweetDeck, and so on.
  • Geo-Loco—What is it and how to use it.
  • Social Media successes—what to do.
  • Social Media blunders—what not to do.
  • How businesses/brands use Social Media.
  • How individuals use Social Media.
  • Social Media Marketing (SMM)
  • Selling Social Media to your boss or to your client

Digital Strategy

  • Role of a Strategist/User Experience Designer
  • Metrics & Analytics—the Basics
  • SEO (Search Engine Optimization)/Content Strategy—Requirements Gathering,
  • Keyword Research, SEO Copywriting, Site Architecture
  • User Experience (UX)—Heuristic Evaluation/User Testing/Analytics/Iterative Design
  • Market Research—What it is & What it isn’t/ Conducting Surveys & Focus
  • Groups/Building Personas & Use Cases
  • Understanding Your Audience/Consumer Insight—how to find it and what to do

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