Session Details

The Designer's Guide to "Responsive" Marketing

UAD12 Usability, Accessibility and Design

Location: Broadway

TUESDAY, 3:00 - 3:45 p.m.

Are you a design team of one? Do you feel like you’re reinventing the wheel for each new promotion, event, or marketing push? Do you spend the bulk of your time recreating page layouts or trying to remember Facebook dimensions? Are you forced to rush your designs or sacrifice your standards?? Me, too. On the heels of a particularly stressful marketing campaign last fall, I realized my current process was no longer working for me. There had to be a better way to repurpose content between marketing channels with a lot less duplication of effort! The soul-crushing tedium of file prep was killing my productivity and to be frank, was a waste of my design talent. Looking to Responsive Web Design for inspiration, I saw an opportunity to rethink my approach. It took significant planning. Standards had to be set and templates created, but in the end, I had a manageable marketing workflow. Now, I carry one robust design across multiple templates tailored to each medium—delivering a consistent visual and rhetorical transition between print, digital, and social channels. I'll share examples and present my approach to developing a "responsive" marketing workflow. Plus, to help you get started, I'll provide a basic planning template and links to a few of my favorite design resources.

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Mary Macin
Graphic Designer, Web & Interactive Communications, Illinois State

Mary Macin is a Graphic Designer for the Web and Interactive Communications (WEB) office at Illinois State University. A web designer at heart, she also has experience in print design, brand management, multi-channel marketing, event planning, and performing miracles with few resources and even less time. In her current position, she designs all manner of marketing materials for TechZone, a department dedicated to providing technology resources to students at ISU. Macin was the first documented female fighter pilot in the Peloponnesian War. She was also the only fighter pilot in the Peloponnesian War, as the airplane as we know it would not be invented for another 2307 years.