Trey Conrad - CMBAM Portfolio

TREY CONRAD CMBAM PORTFOLIO

To Whom It May Concern:

I am very pleased to write to you today to nominate Trey Conrad from The University Daily Kansan for CMBAM’s Designer of the Year award. In my opinion Trey is the ideal candidate for this award due to his hard work, great leadership and his imaginative and multi-faceted design work.

Trey joined our staff as Creative Director this past summer after spending several semesters as a de-signer for the editorial side. His first task was to improve how The Kansan marketed itself to its own clients. Our previous rate card was bloated and difficult to navigate so Trey made the new version leaner and far easier for both our clients and our account executives to find the needed informa-tion quickly and understand it. A perfect example of this is how he created one easy diagram in the rate card explaining the placement of a post-it note on the front page as well as how coupons were displayed every other week on the spadea. Past designers would have taken 2-3 pages to explain this whereas Trey used one page and explained the concepts so effectively that they practically sold themselves. He also completely re-vamped all of our sales flyers into marketing tools that truly reflected the uniqueness of each product that they were promoting. Flyers that not only excited the clients they were presented to, but the account executive making the sale as well.

The job of Creative Director requires design work to be sure but it also requires leadership. After many revenue challenges from 2013-2014 The Kansan was forced to make cutbacks across the board including the weekly budgeted pay for the creative staff. Unfortunately the by-product of this was that Trey’s creative team quickly felt unappreciated and thus unmotivated to go above and beyond in their work with less guaranteed money in their pocket. Trey worked with management to create a solution that would benefit both sides. He proposed that his staff would continue to be paid weekly at the reduced amount but also asked that each designer be paid an extra $25 for each ad that they built if said ad ran in either print or online. Not only did this solve the motivation issue with his staff it helped generate some of the best spec ad design work on The Kansan in years as his team worked above and beyond inspired by this pay structure but also inspired that Trey had fought to get it for them.

Trey constantly worked to make sure his team was creating the best design work possible. He built a better work environment for them by opening up the space in the creative office. He replaced some of the chairs in the creative office with bean bag chairs to make his team more comfortable and thus facilitate better work. When they did great work he told them so and patted them on the back. When the work they produced need improvement he taught them how to make it better and to also make that better work into a habit.

But in addition to his leadership his team fed off the energy from his work ethic and the example he set through it. Constantly when an ad would need to be built in no time flat due to a last minute sale Trey was there to do it. This past summer we launched a major initiative to grow our restaurant revenue by launching a new glossy dining and nightlife guide titled “785 Lawrence”. Trey designed the product from scratch creating a template for all pages that appealed to not only our primary audience of students but also our secondary target audience of non-student residents of Lawrence. Our sales staff sold 42 full-page ads into the publication meaning that over 20 of those ads needed to be designed in less than a week. Trey once again took the onus on himself to get the work done

and delegated other work to his other summer designer but reached out to members of the Fall design staff before they had even started to build the remainder. The end result of all of this was a product that generated over $15,000 in new revenue, was received very enthusiastically across Lawrence and generated tremendous results for all of the advertisers in it. This success also means that 785 Lawrence will now publish three times a year meaning a great up-swing in incremental revenue for The Kansan.

Last and certainly not least is Trey’s design work itself. Whether it’s an ad for a local pizza restau-rant or a marketing campaign for The Kansan, each design is eye-catching and persuasive. Some of his best work has been on the basketball poster series produced for each home KU men’s basketball game. For over 15 years now over 4,000 students have held these posters with up to 16 ad spots on the back up at each game as the opposing lineup is introduced. Unfortunately in recent years these posters had gotten a bit stale and the sales for the back of the poster reflected this. Trey took over designing the posters this year and completely reinvigorated them with eye-catching and clever art as well as copy. As the quality of the posters improved so did the sales for them to the point where at the end of this semester we were completely sold out of ad spots for them. This same quality of work is also reflected in his work building a campaign celebrating The Kansan’s 110th anniversary by showing our evolution through the years as we covered stories such as “D-Day” and Man Walking on the Moon. This campaign celebrated our history but also branded us with our target audience as a credible news source through the years that is still credible but also versatile through print, digital and mobile.

As a judge I am sure you have a difficult decision in front of you. There are no doubt dozens of out-standing candidates with equally outstanding portfolios in front of you. I hope though that as you look through Trey’s portfolio that you will find yourself impressed by the range and the quality of his work. But in addition to that please remember everything he did beyond design. How he worked himself practically to the point of exhaustion daily to make The Kansan better from top to bottom. How he worked to get his team compensated fairly while working to help build their skill-sets and in the process inspired their best possible work. How he helped design new products that generated revenue not only for the short term but also hopefully for decades to come. In a semester where The Kansan made great strides across the board, Trey was without a doubt our MVP. His efforts across the board reflect the very best of student media and I hope that you will reward those efforts with this prestigious award.

Sincerely,

Jon SchlittChief Financial Officer/Sales and Marketing AdviserThe University Daily Kansan(785) [email protected]

To Whom It May Concern:

It is my great pleasure to write to you today to nominate Trey Conrad from The University Daily Kansan for CMBAM’s Designer of the Year award.

Trey has been our creative director since the beginning of the summer term with his pri-mary responsibilities being a designer, manager and a teacher. Last May when I hired Trey our creative team was so disconnected with The Kansan that most of our staff did not even know the designers’ names. Trey set out clear expectations of re-organizing the entire team as well as setting ambitious design goals that would bring life back into the products The Kansan has relied on for years as a means of revenue. Trey met all of these challenges head-on and surpassed them beyond all expectancy.

To go along with designing ads for our daily paper and website, Trey was responsible for the creative that went with some of this year’s most successful projects. First, Trey took it upon himself to re-design our entire rate card. He took last year’s overly designed, convo-luted media kit and cut it down by 16 pages. Trey created a product that was built with the client and seller in mind, while still being visually stunning. One of the most difficult parts of sales is helping a client to understand the products we are offering. I have no doubt that these design improvements can be attributed to much of our increase in sales.

Additionally, Trey came-up with an entire multimedia creative strategy to match our year-long marketing plan designed around celebrating The Kansan’s 110th anniversary. Trey came up with the idea to take covers of Kansans from significant dates such as the Berlin Wall falling and the end of World War II, and created a timeline to remind our readers that The Kansan will always be there to cover the news for them. Being presented with an idea as simple wanting to celebrate our paper’s birthday and turning it into an entire campaign is a skill that most wish they possessed.

Trey also took the lead in designing our new entertainment guide called 785 Lawrence. This product brought in $15,000 in new revenue from our previously stagnant restaurant and nightlife sector. Trey was presented with a 48-page, glossy magazine, filled entirely with ads, to create in under two weeks. He spent more than 70 hours of work on this product; even working on it during his vacation to ensure the most perfect work was delivered. Trey’s dedication to this single product resulted in a new magazine beloved by students and residents of Lawrence with clients impressed by their return on investment. This product was so successful it is now being printed three times a year.

To go along with balancing all of these projects and school, as Creative Director, Trey was responsible for managing an entire team of graphic designers. Trey now has every one of

his designers working in the office, talking directly to the sellers and in many cases going to see clients directly. The team has a better understanding about the clients’ needs and also what would work best for them in The Kansan. His team is now producing original work that is satisfying our clients while making the staff more efficient and well organized.

Trey can strategize and execute great creative campaigns, but can also handle unexpected problems when they arise. At the end of the summer our staff had sold the biggest paper in the history of The Kansan for our fall back-to-school edition. The small creative staff had to design the ads for our 72-page paper with just days to finish the job. Trey alone made half of the ads we needed and spent more than 50 hours working on these ads, all while still working on the aforementioned products. The final product was filled with phenomenal editorial content and was visually stunning from the front spadea to the last page. Trey worked closely with editorial and the production team to ensure that the clients’ ads were placed in a correct manner to ensure the paper flowed well and looked professional. Trey knew that our advertisers spent a lot of money to get their ads in this paper, and also kept in-mind that this was our first impression on the student body for the year.

Trey’s work over the last seven months has been unparalleled. For every major milestone The Kansan has reached within this time period Trey’s work has been a part of every one of these projects. Without our design team, no matter how much we sold or how inventive our products are, we would not be able to produce results. For these reasons I see no other candidate worthy of the Designer of the Year award.

Sincerely,

Scott WeidnerDigital Media Manager

2014-2015 MEDIA KITI was given the challenge of re-designing The Kansan rate card for 2014-2015. The previous years rate card was too large, was difficult to navigate adn didn’t function as efficiently as it could have. I redeveloped the rate card with functionality at the forefront of the design, The result was a product that was immensely more read-able, while still being aesthectically pleasing to potential clients that went from over thirty pages to fourteen.

2014 2015

ADVERTISING RATES + PRODUCTS

THE UNIVERSITY DAILY KANSAN

Kansan.com | The student voice since 1904

THE UNIVERSITY DAILY

KANSANWE ARE THE PRIMARY PRINT AND ONLINESOURCE FOR CAMPUS NEWS AND SPORTS.

It’s a century-old tradition published for the students

of the University of Kansas. The connection we have

with our audience is as loyal and genuine as anyone

could ask for. We make it our job to bring this relation-

ship to your business.

The Kansan has a circulation of more than 9,000

papers daily, Monday through Thursday. It’s distrib-

uted at more than 100 locations including University

campus locations.

CONTACT US

OFFICE1000 SUNNYSIDE BLVD. RM 2000LAWRENCE, KS 66045P: (785) 864-4358 FAX: (785) 864-5261

ADVERTISING DIRECTOR

Christina [email protected](785) 259-3654

CHIEF FINANCIAL OFFICER +SALES AND MARKETING ADVISOR

Jon [email protected](785) 864-7666

ACCOUNTANT

Patty [email protected](785) 864-4477

MEDIA DIRECTOR +CONTENT STRATEGIST

Brett [email protected](785) 864-3817

24,435 TOTAL KU STUDENTS

OUR AUDIENCE

81 PERCENT

OF KU STUDENTS READ AT LEAST ONE PAPER A WEEK

18-20 21+

41% 59%

STUDENTS READ THE FOLLOWING // At least once per week

The University Daily Kansan

Lawrence Journal World

Kansas City Star

The New York Times

UDK READERSHIP

81%

44.2%

30.2%

28.4%

20,400 9,000Readers per Week Daily Circulation

1403.6 1.7Issues Read

per WeekDistribution

Locations Readers per Paper

MaleFemale

50% 50%Of Student’s Budget is

Discretionary Spending

40%

2* ALL STATISTICS PROVIDED BY NEWTON RESEARCH AND KU REGRISTAR OFFICE

Give students something to hold on to with free-standing in-

serts. Up to 9,000 copies each day.

for printing and costs associated. Deadline is five business

days prior to insertion, delivered to the Kansas City Star.

University Daily Kansan

c/o The Kansas City Star

Receiving: 1601 McGee

Kansas City, MO, 64108

Single page

4-8 pages

10-16 pages

18-40 pages

42+ pages

$67 per thousand

$69 per thousand

$72 per thousand

$75 per thousand

Negotiable

PREPRINTED INSERTS

CLASSIFIED LINE ADS

For any additional inquiries, contact our classified line

by phone at (785) 864-4358 or feel free to email us at

CLASSIFIED DISPLAY ADS

Classified display ads give your business a chance to reach

The rates are the same as contracted or open rates.

inches.

CLASSIFIEDS

6

HOMECOMINGA look back at homecoming traditions of

years past and a look ahead to festivities

for this year’s event.

FALL APARTMENT GUIDEThe comprehensive housing guide for

students as they search for apartments,

roommates, and new furniture.

KANSAN FOR THE CUREIn honor of Breast Cancer Awareness

Month this issue will be printed on pink

newspaper. 50 percent of all advertising

revenue will be donated to the Susan G.

Komen Foundation.

BBALL PREVIEW

behind the upcoming season for both the

KU Men’s and Women’s basketball teams.

TOP OF THE HILLA look at the top establishments in

Lawrence as voted by the student body.

FINALS GUIDEIncludes sudokus, crosswords, and food

and drink specials to entertain students.

09/25

DATES TO KEEP IN MIND9/11 — KU vs. Duke football game 10/9 — Late night in the Phog edition 11/18 — KU vs. Kentucky basketball game

11/03

10/07

In addition to the regular daily paper, The Kansan also publishes special sections that are specif-

ically targeted to certain markets. Special Sections come with added value including increased

distribution and higher readership. This is a perfect opportunity for unique advertising to better

establish your business with the student body.

12/15

12/2

10/21

SPECIAL SECTIONS

FALL 2014

7

SIZING + RATES

Promoting your business on Kansan.com allows readers to instantly interact with your advertisement by click-

ing through to your website’s home page, a key deal, or virtually any other place on the web. Furthermore,

DIGITAL ADVERTISING

9

LEADERBOARD728 x 90 pixels — $16 cpm

BIG BOX300 x 250 pixels — $15 cpm

BANNER468x60 pixels — $11 cpm

LEADERBOARD

BIG BOXBIG BOX

BANNER

LEADERBOARD

COLOR FORMAT RESOLUTION ACCEPTED FORMATSCMYK 300 DPI

JPEG TIFF

AIPDF

PREFFERED

1 column = 1.58”

2 columns = 3.26”

3 columns = 4.94”

4 columns = 6.62”

5 columns = 8.3”

6 columns = 10”

DEADLINE SCHEDULE

Monday

Tuesday

Wednesday

Thursday

Wednesday @ 4pm

Thursday @ 4pm

Monday @ 4pm

Tuesday @ 4pm

Thursday @ 4pm

Monday @ 4pm

Tuesday @ 4pm

Wednesday @ 4pm

ARTWORK CHECK

12

MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY

MONDAY PAPER EXAMPLE

Reservation by Wednesday Artwork Approval by Thursday

Will run in the Monday paper

COLUMN SIZES

IF YOU WANT TO BE IN THE PAPER ON...

SPOTS NEEDS TO BE RESERVED BY...

ARTWORK APPROVED BY...

BBALL POSTER SERIESEvery home basketball game

A full broadsheet print out released on

Men’s Basketball home gamedays. Stu-

dents hold them up as a pregame ritual

during player introductions.

APARTMENT GUIDEThe comprehensive housing guide for stu-

dents as they search for apartments,

roommates, and new furniture.

GRADUATION GUIDE

KU’s graduating seniors along with a list-

ing of all graduates.

FINALS GUIDE

before they leave or graduate.

INSIDERS GUIDEThe one-stop orientation magazine for in-

coming students and transfer students to

aquiant them to Lawrence.

SPRING 2015

8

POPULAR AD SIZES

$1,440

6 columns x 20” 3 columns x 10”

$10.00

$1,000

$9.80

$1,950

$9.60

$2,850

$9.30

$4,550

$9.10

$6,150

$8.80

$8,500

$8.50

$12,300

$8.20

$16,000

$7.90

$20,000

ANNUAL CONTRACTS

RATE

INVESTMENT

LOCAL // NATIONAL RATES = $12.00 PCI

subsequent run (discounted before color).UNIVERSITY // NON-PROFITFlat Rate = $9.50 pci

STUDENT Flat Rate = $7.00 pci

BEST BURGERSin town!

BLACK +

WHI

TE


SPOT CO

LOR


FULL C

OLOR

FULL COLOR $12.50 pci / up to 13 column inches

$195 / over 13 column inches

SPOT COLOR$9.00 pci / up to 13 column inches

$150 / over 13 column inches

COLOR RATES

CONTRACTS + RATES

$720

6 columns x 10” 3 columns x 5”

$360 $180

3

FREQUENCY

(does not apply to the student rate)

NEW BUSINESS

(i.e. if you buy six quarter page, full color ads we will provide six, quarter page, full color ads for free)**

* New business is considered any business that has not run with us in the last 12 months

** Matched ads must be used within 4 weeks

*** Available for local and national clients

placed on the opinion page.

GUARANTEED PLACEMENT

DISCOUNTS

4

BASKETBALL POSTER SERIESFor over 15 years now at every home basketball game over 4000 students hold up a poster during the introduction of the starting lineups designed by The Kansan to intimidate the opposing team. For 2014 I was challenged with designing virtually all of them by myself. I tried to develop each of the 7 posters in a way that would be both be effective as a design while at the same time making each design unique and dynamic enough that students would want to hang them on the walls of the dorm room later.

LATE NIGHT POSTERFor this project I was asked to design a wrap for The Kansan coinciding with an event that begins men’s basketball season at KU, “Late Night at the Phog.” This poster was published along with a special section talking about the history of KU basketball. Using our tradition of home game basketball posters and the students holding them up at games, I designed a poster to highlight this important part of KU basketball by showcasing the history of the posters throughout the decades. Along with this poster I designed seperate promotional materials that went on distribution boxes around campus to encouage people on their way to Late Night to pick up a Kansan.

KANSAS BASKETBALL SCHEDULEThis schedule was designed for the 2014-2015 Kansan basketball season with 29 logo spots on it sold by the ad staff. Its design was targeted specifically towards students with the intent that they would hang it up in their dorm room or apart-ment for the entire season.

KANSAN 110 TIMELINE CAMPAIGNFor this self-branding campaign we decided to celebrate our 110th anniversary as a publication. Using old newspapers I developed several different adverstisments focusing on specific catagories such as sports and world events that the Kansan has covered over the years. The design was created to evolve into where we The Kansan is today and the different methods students have available to recieve our content.

KANSAN SALE SHEETSFor our sales materials I was put in charge of redesigning our sales sheets. Instead of using a rigid single template I created individualized headers and designed 17 unique sales sheets for all our special products, special sections and general print options.

Restaurant Bundle

THE BREAKDOWN

4 WEEK BUNDLES

The restaurant bundle is a way for local dining establishments to significantly expand the long-term reach of their businesses. This bundle creates maximum exposure over a variety of Kansan products between both print and digital media. Each campaign offers multiple demographics and increases top of mind awareness through brand recognition.

BUNDLE 1: $225

Eight 6 inch (3x2 or 2x3) Black and white ads in the daily paper

Four 6 inch (3x2 or 2x3) Full color ads in the daily paper

4 Weekly Specials

BUNDLE 2: $400

BUNDLE 3: $650

Eight 15 inch (3x5) Black and white ads in the daily paper

Four 15 inch (3x5) Full color ads in the daily paper

4 Weekly Specials

Digital: 10,000 Run of Site Banner Ad Impressions on Kansan.com

20% Discount on all advertising space purchased in 785 Lawrence’s December edition

Eight 9 inch (3x3) Black and white ads in the daily paper

Four 9 inch (3x3) Full color ads in the daily paper

4 Weekly Specials

Digital: 10,000 Run of Site Banner Ad Impressions on Kansan.com

Sun Mon Tues Wed Thur Fri Sat

Lauren Sati @las851

#weeklyspecials

PICTURE SENT FROM:

tweet a picture to @KansanOnCampus with the tag #weeklyspecials and we’ll put it on this page!

$2.50Boulevard Pints

$4.00Boulevard Schooners

$1.50Domestic Pints

$3.00Domestic Schooners

$2.50Blue Moon Pints

$4.00Blue MoonSchooners

$2.00All Domestic

Bottles

$2.50Free State

StormchaserIPA Pints

$5.00Schooners

$1.50Domestic Pints

$3.00Domestic

Schooners

$3.00Bombs

$2.50Boulevard

Singlewide IPAand Pale Ale

Pints

$4.00Schooners

$2.00Single Wells

$3.00Single Calls

$3.00All bottles

(Domestics,Crafts andImports)

Monday Through Friday

6 pm to 7 pm$1.00 domestic pints

$2.00 domestic schooners

11 pm to 12 am$1.00 off shot special

Gotta get that cheesy Pisa pic#supercheesy #tourist

#Pisa

3x2


Lauren Sati @las851

#weeklyspecials

PICTURE SENT FROM:




$1.50Domestic Pints




$2.00All Domestic

Bottles

$2.50Free State


$5.00Schooners

$1.50Domestic Pints

$3.00Domestic

Schooners

$3.00Bombs

$2.50Boulevard


Pints

$4.00Schooners

$2.00Single Wells

$3.00Single Calls

$3.00All bottles







#Pisa

3x5


Lauren Sati @las851

#weeklyspecials

PICTURE SENT FROM:




$1.50Domestic Pints




$2.00All Domestic

Bottles

$2.50Free State


$5.00Schooners

$1.50Domestic Pints

$3.00Domestic

Schooners

$3.00Bombs

$2.50Boulevard


Pints

$4.00Schooners

$2.00Single Wells

$3.00Single Calls

$3.00All bottles







#Pisa

3x5

KANSAN WINTER 785 BRANDINGFor the first winter edition of our new entertainment product 785 Lawrence I aimed for a sophisticated design in order to illustrate the season it was published in. The result emphasized the clients within 785 and gave an overall feeling of winter.

As the air turns cold and the leaves begin to fall off the trees, a buzz

begins to grow across Lawrence; basketball season is back.

The residents go to their favorite bars to grab some food and root on the

Jayhawks with a locally brewed beer. Students are busy with classes and

projects, but always �nd time to watch every game at some of the best college

bars in the nation.

During the winter Lawrence is transformed. After shopping at the eccletic stores

on Massachusetts Street, people wander to �nd the most unique restaurants

just as snow begins to fall. This is the time of year where people and businesses

show what it means to be a part of the Jayhawk family.

Saying you’re from Kansas is regional. Saying you live in the 785 area code is

local. Saying you live in Lawrence is de�ning.

Page 15

Page 26

Page 21

Page 24

AROUND CAMPUS

SOUTH LAWRENCE

WEST LAWRENCE

EAST LAWRENCE

DOWNTOWN Page 10

WINTER 2014

LADY BIRD 785 ADVERTISEMENTThis advertisement was designed for a new client, Ladybird Diner. In order to show their wide arrangements of deserts, I developed the ad to emphasize their prod-ucts and unify them into a single strong image.

721 Mass. Street (785) 856-5239

Homestyle Comfort FoodLots of Pie

Dine in, Carry Out, Delivery, Take and Bake

711 W 23rd Street 785-865-2323

Apps Pizza Salads Sandwiches Calzones Dessert

Gluten Free and Vegan options

East Lawrence

2 Medium 2-Topping Pizzas

WITH VALID STUDENT ID*

Large 1-Topping Pizza and 2 DrinksWITH VALID STUDENT ID*

Small 1-Toppingand small drink

WITH VALID STUDENT ID*(dine in or carryout only)

Large 1-Topping

WITH VALID STUDENT ID*(dine in or carryout only)$7.99$4.99

$9.99 $11.99

LATE NIGHT DELIVERYSUNDAY AND THURSDAY TILL MIDNIGHTFRIDAY AND SATURDAY TILL 3 AM

WHEAT STATE PIZZA 785 ADVERTISEMENTThis adverstisement for Wheat State Pizza was created to emphasize their cou-pons and brand.

THANK YOU CMBAM PORTFOLIO

Trey Conrad - CMBAM Portfolio

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