Five Days of Christmas at the Lopes Shopsby Paige Thomas
Five Days of Christmas at the Lopes Shops
GCU Student Ad Agency
GCU Lopes Shops
Diana Cheek / Senior Graphic Designer
Chad Wilson, Executive Creative Director Ele Fisher, Creative Director Jessica Foncannon, Art Director Emily Lane, Assistant Graphic Designer Micah Fisher, Assistant Graphic Designer Victoria Whitcomb, Assistant Graphic Designer Arianna Bell, Assistant Copywriter Lyric Jackson, Project Assistant
Grand Canyon University’s Lope Shops are online and on-campus stores offering GCU-branded clothing and accessories to its community. Not only do the Lope Shops focus on encouraging school spirit, but they’re also dedicated to reinvesting all profits back into the school to support the university’s overall mission.
With that goal in mind, students of the GCU Ad Agency set out to drive sales during the holiday season, creating a “Five Days of Christmas” campaign that significantly raised sales during the month of December and encouraged shoppers to return each day.
To promote the Lope Shops’ “Five Days of Christmas” campaign, copy was created to advertise the following discounts on campus:
• Day 1: 25% off t-shirts for the whole family
• Day 2: 25% off long-sleeve tees to make the distance shorter
• Day 3: 25% off crewnecks to bring the crew together
• Day 4: 25% off hoodies, an Arizona essential
• Day 5: 50% off sidewalk sale items to mix and match for you and yours
This campaign integrated digital and print media channels and included multiple versions of each, prioritizing A-frame inserts, flyers, digital message board ads and email headers. Additional assets were created including a web banner for LopeShop.gcu.edu and social media ads with five different creative messages for each platform (Facebook, Instagram and Twitter).
The success of this campaign was credited to the marketing team’s fun designs, witty ad copy and overall campaign strategy helping students to add experience and a successful campaign to their professional resume.