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Cody MEDARIS
Feb 18, 20243 min read

2.2 [Work in Progress] Thesis 2: Major Project / Thesis Materials

This week, I revised my thesis contract under Prof. Laurie's guidance, adding all my deliverables to ensure completion by the end of this semester. I believe this is a great idea, allowing me next semester to focus solely on editing and preparing my thesis presentation.
Prof. Laurie also suggested a few edits to my Materials Materix. She mentioned the edits aren't significant enough to need to resend it to Prof. Culpepper. I have updated the Materials Matrix by changing 3 things:
1. Moved my website deliverable to be deliverable 3
2. Edited the website pages names to match the website that was created last semester 3. Edited the case study deliverables to what is needed for Expo Event Productions.

I also worked on materials for my case study with Expo Event Productions, presenting the full vision of my thesis, including marketing and design strategies.

We discussed an overall plan and decided to run each campaign for two weeks to gather and analyze benchmark metrics, assessing the case study's success.


We adjusted some marketing and design strategies to align better with Expo Event Productions, especially since they've decided to focus on corporate events as well. This necessitates campaigns that cater to both Gen Z and corporate clients. I anticipate that A/B testing will be key in refining these materials.

We rearranged the strategy order, starting with the "We can do that" campaign on March 1st.

Our weekly meetings on Fridays will now also align with the campaign schedules, starting and ending on these days. To prepare for the first campaign, I need to create a brand guide, which shouldn't be too difficult since it's not a complete rebranding. I plan to propose a few ideas on February 23rd, and based on their choice, I'll start designing deliverables for the launch. Everything looks good on paper; I hope it plays out well in reality.
For the branding, I'm keeping it simple, but the materials I design will have a bit more flair, targeting Gen Z-specific platforms. The "We can do that" campaign aims to create a narrative for Gen Z, fostering a stronger connection with Expo Event Productions. Each marketing and design strategy will target a different part of the sales funnel, following it to determine the best metrics to collect.
The "Z Model" visually represents the material themes: Storytelling, knowledge sharing, and personalization.
These themes, derived from my research on Gen Z, are crucial. Adobe's article highlights the importance of personalized interactions, with 71% of consumers expecting them and 76% frustrated when they don't happen. Hopper's article emphasizes Gen Z's preference for authentic, funny, and relatable content that celebrates individuality and self-expression. These insights confirm that storytelling, personalization, and knowledge sharing are key to engaging Gen Z.
This week, I also started my process journal, compiling all relevant content and reaching out to Prof. Laurie for advice on its contents to ensure it's comprehensive.
Overall, this week has been productive. Regular meetings with Elena and Prof. Laurie are invaluable for staying on track. Although we didn't meet this week, our next meeting is scheduled for Friday, which will be significantly helpful. Prof. Laurie's support has been instrumental, and I'm grateful to be in her class this semester.
Next week, I'll continue working on the brand guide for Expo, aiming to complete it by Friday for their review. While I had planned to work on my DZN website, the case study took precedence. Once I return to the website, I'll revisit my user testing notes from last semester, which were incredibly helpful.
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