Online+Ad+Design

=Advertising Campaign proposal for HLNManagement.com=

=Overview of the Client= ([|www.hlnmanagement.com])

HLN Management Consulting is a business advisory service founded by Lac Nguyen in 2009. The primary mission of HLN Management Consulting is to help small and medium businesses to achieve their business goals, stimulate business growth and increase business profitability.

The following series of advertisement concepts consist of three advertisement methods:
 * 1) A full-page advertisement in a digital magazine (specifically business magazines)
 * 2) A square 300 by 250 pixels web page advertisement
 * 3) An search engine advertisement

The designed advertisements follow a color scheme based on the colors of HLN Management. HLN Management has chosen the blue theme as they believe it is a neutral and professional color scheme. The font style used by HLN Management is Myriad Pro, a sans serif font that is simple, professional, yet modern.

=**1. Digital Magazine full-page advertisement:**=



Though magazines may be considered an outdated media source do to it being in print, magazines and journals are one of the preferred source of information for entrepreneurs due to it being low costing. The advent of tablets essentially helped prolong the life cycle of magazines and journals, as readers now able to carry with them a collection of their favorite magazines and journals. The proposed full page advertisement would be published throughout business magazines and journals, such as //Canadian Business//, //Fortune 500// and such.

There are four components to this full page advertisement. The intention of the blue background is to provide substance and layout to the page, as an entirely white page would look plain. The "HLN" is set to size 300 point, opaqued to 40%. This adds substance to the background, and plays to the sub-conscience of the reader by subliminally helping the user remember the easy logo of HLN. The word "Management" is placed vertically to help frame the advertisement.

The second component is the quote by Charles Darwin. HLN Management Consulting has incorporated this quote into their web site to inspire and motivate their audience to take action [to contact them]. The quote is made white as it contrasts with the blue background, and becomes the focal point of the advertisement. All of the words that are bolded and with bigger font size are positive words. The purpose of the bolding and increase in font size is to further motivate the reader with positiveness. We believe this serves as a "call to action", inspire the reader to continue reading, and contact HLN Management. When a reader has a need, he/she will unintentionally focus on elements that satisfies their needs.

Once the reader is hooked by the quote, more information is provided about the mission, vision and goal of HLN Management Consulting. Again, positive words are bolded in an attempt to attract the reader's needs. The final phrase "you need the right information and good independent advice" aims to follow up and reinforce the reader's needs.

Finally, the footer of the advertisement provides the reader with a call-to-action, to entice the user to visit and contact HLN Management Consulting.

Notes:

The background is very plain, however I do not have any abilities with Photoshop. I had initially envisioned the background to contain more patterns, to add some substance.

=**2. Static 300 by 250 pixels animated advertisement for web sites and web applications:**=



The proposed box advertisements are meant to be placed in business and news focused web sites, such as the Globe and Mail, as well as professional social media web sites, such as LinkedIn. There are four advertisements, each addressing one of the goals outlined by HLN Management Consulting on their web site. This type of advertisement is an animated advertisement that initially displays a question addressing a need, and fades out to a call-to-action. They are clickable advertisements that would lead them to HLN Management Consulting's web site.

The first component of each of the pair of advertisements poses a question to the viewer. Much like the bolding strategy of the previous advertisement, by posing a relevant question that addresses a user need, users will inadvertently focus their attention to this advertisement, thus hooking the user. Once the user is "hooked", the advertisement fades out to show the user how they can resolve their needs, thus enticing the user to follow up by visiting HLN Management Consulting's web site.

Each of the slides on the advertisement contains a text or logo of HLN Management Consulting. This helps the user remember the name "HLN Management Consulting".

The following is an example of the box advertisement embedded into the social media site LinkedIn.



=**3. Search engine advertisement:**=



The final component in the proposed advertisement campaign is a search-engine advertisement. Needless to say, this is a text-only advertisement on Google Search. Keywords and meta tags are associated with this advertisement, which allows the keywords searched by the user to be bolded.

There are three components to this advertisement. The first is a hyperlink which displays a slogan, and the site it is associated with. As the number of characters is limited, and images are restricted, the slogan needed to be highly captivating. We chose "Grow your business and increase profitability" as it conveys positiveness and a resolution to the user's need.

The second component is simply the URL for HLN Management Consulting's web site.

Lastly, we again hoped to follow up the reader's needs with a short message, by reinforcing that the user has a need, and HLN Management Consulting has the solution to their needs.

Notes:

As an FYI, HLN Management Consulting currently doesn't have any marketing and advertising strategy implemented. The advertisement above was created by dynamically changing the HTML code using Mozilla FireFox's FireBug add-on.