James Madison University (JMU), like Virginia Tech is unique in the sense that every year, a student committee gets together and redesigns the class ring. This tradition spans over decades and with many more to come.
With a new ring every year, comes the new marketing materials to match. Working alongside the chosen JMU student committee, the school advisor, the Balfour representative and our creative team create an omni-channel marketing campaign that reflects the committee’s chosen theme, color and style for the year. These pieces helped market the Ring Premiere, where the new ring is unveiled to the student body and the ring sales efforts of our Balfour representatives. Overall, the total campaign contained over 35 different pieces.
The principle piece of the campaign is a 12 page ring brochure. This ring brochure is handed out at the Ring Premiere and highlights the year’s ring elements, the collection itself, and the pricing.
Building off the look and feel of the brochure, the rest of the marketing materials reflect the classes theme and give information about the Ring Premiere and the Ring Sales. The print pieces include items like: table cards, yard signs, banners and posters.
The digital pieces include emails, digital posters and an array of social media graphics for Facebook, Twitter, Instagram, and Snapchat.
All pieces are approved by the JMU committee and created by Balfour.