3. Take a look at St. Clair Colleges website. In relation to visuals, what would you propose to St. Clair College to improve/enhance this new website to effectively market to potential incoming local domestic students. Please provide three (3) recommendations and justify your answer with detailed reasoning. (9 Marks) 

1^st Recommendation –Video as Landing Page 

My first recommendation would be to use a video as the landing page of the website. The video should be broken down into several parts. As we know, attention spans are short, meaning the video on the landing page should be engaging and interesting enough and not too long or complicated. Otherwise, domestic students will simply not care for it, and it will defeat the purpose of using it in the first place. The video would consist of quick and effective clips highlighting different aspects of what St. Clair College offers to domestic students. It would include students traveling to get to St. Clair’s main campus through recognizable parts of the Windsor area.  

Furthermore, it would include students interacting with one another showcasing connectivity and community through various campuses such as the downtown and Chatham campus. It would also include clips of hands-on activities offered from some of the programs, such as labs, collaborations, and real-life projects. It would highlight recognizable awards and events that students can take part in, highlighting what makes St. Clair different from other colleges and universities. In addition to this, it would include clips of students involved in active clubs, sports, and volunteering opportunities to show authenticity and value in our institution. It would conclude with a zoom out of St. Clair’s campus with a text overlay of “Rise Above the Ordinary”. 

This works for a number of different reasons. As discussed in class, a landing page is one of the most critical components of any website. From St. Clair’s advertising efforts, people are constantly redirected to St. Clair Colleges’ main website. By using a video as a landing page, St. Clair can increase their conversion by a whopping “86%” (W9-C-Importance of Visuals (W25).pdf, Slide 3). What this means for local domestic students is that they immediately get a strong and impactful first impression by a video that encourages them to explore more as opposed to a photo of the main campus building (what is currently being used). Moreover, “90%” of information transmitted to the brain is visual (W9-C-Importance of Visuals (W25).pdf, Slide 8). By using a strong visual of a video right away on the landing page, domestic students immediately understand exactly how St. Clair can help them and their future. Instantly, they are engaged with a video that has emotional connection and makes domestic students feel heard, seen, and valued. They will be able to picture themselves in the same light as in the video. Not only so, but it actually motivates them to keep reading through the rest of the website. Domestic students can immediately comprehend what they can expect, encouraging them to move through the next steps of the sales funnel (the website). 

2^nd Recommendation – Infographics 

My second recommendation would be to utilize more infographics throughout the entire website. Whether this be on the home page, the programs pace, or the student info page, the use of infographics helps break down complex ideas into digestible chunks of information that is more interesting and easier to comprehend. Some of the infographics can include information on the following subjects: 

• Infographics on information on what makes St. Clair College different. Meaning, why domestic students should pick St. Clair College over other institutions. It would include quick and visually appealing information on the number of programs offered, a quick gauge of the average tuition, and more. 

• Infographics on the number of clubs and activities offered as well as parking, transportation, sports, and so forth. This helps people immediately visualize the number of different things St. Clair offers to domestic students. They can quickly understand how St. Clair College is both exciting and accessible. It could also include some infographics on step-by-step guides on how to apply, what to expect, career pathways, and so on. 

This is a great recommendation because it helps domestic students understand how St. Clair College is accessible, valuable, and impactful. They do not have to read large texts of information in order to understand this. Furthermore, they simply don’t have the time to look for all of this information. The website currently does not include infographics that break complex information into small chunks of visually engaging information. By utilizing infographics throughout the website, domestic students are far more likely to remember the information in their long-term memory as opposed to walls of text that they won’t remember after 3 days. They are much more likely to come back and investigate the college and its offerings further. 

At the moment, the website is not visually engaging enough, rather, it relies on using the same images as the hero and doesn’t break down large chunks of information into easily digestible chunks. It looks repetitive and doesn’t offer domestic students the ability to quickly process and understand information. This discourages them through the sales funnel and decreases interest in enrolling into St. Clair College. By utilizing infographics, domestic students can not only engage in the information because it is laid out in a visually appealing way, but it communicates critical information more effectively. It makes the information more persuasive and easier to act on. This helps students visualize themselves at St. Clair College much more efficiently than it currently does. 

3^rd Recommendation – Emotional Storytelling 

As it currently stands, St. Clair College utilizes pictures that are boring, look like stock images, and all together feel inauthentic. A lot of the pictures look as though students are posing in an unnatural way and lacks genuine emotions and implications. This is something that will not resonate with domestic students because it does not make them feel anything. They do not reflect the real experiences and community that they will be an apart of when enrolled at St. Clair College. Instead of this, St. Clair can utilize real images of students throughout their website. Whether this be in sports, clubs, real activities, or events, it will help showcase real and active students in day-to-day moments.  

As mentioned earlier on, incorporating real and genuine pictures of students and teachers at the facility will help domestics students look at the college more favorably, as more approachable, and as a place that they will more likely enroll in. Using images of students laughing together in different areas of the campus, engaged in program activities, engaged in sports especially on the massive football field we currently have and more, directly communicates what it truly feels like to attend St. Clair College. It conveys real emotions that domestic students will feel inspired and motivated by. They will find far more value in pictures that include these emotional factors instead of generic photos that look like stock images. Furthermore, it is a great way to tell an immersive and impactful story. A story that domestic students can relate to and feel immersed in.  

This is something that the text-based information on the website currently does not do. This will help the college appear more trustworthy, relatable, and professional. Domestic students want to see people like themselves reflected on the website. They want to relate, feel seen, and valued. They will take great pride on the website and the college if it utilizes emotional and storytelling visuals. They cannot do this with photos where people are forcefully posing and generic. Visuals must be a focal point of what St. Clair wishes to communicate to their users. By utilizing the recommended visuals, St. Clair will beat out other competitors by thoroughly capturing the realness of the campus life and its offerings. Moreover, it enables them to deeply connect with domestic students who are looking to enroll. It will help students with their decision-making process and altogether encourage them through the sales funnel.

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b. Explain in detail why the image(s) was beneficial for the post. (3 Marks)  

The images were extremely beneficial to the post because they allowed me to speak a thousand more words than text alone ever could. Moreover, it carries strong emotional implications and uses a storytelling breakdown and structure that makes the blog more memorable, worth sharing, and easily understandable. The images act as the focal point of the blog post and this is exactly what all three images do, from community to shared experiences, to personal growth, they tell a story that is both easily understandable and memorable long-term. 

Image #1 – 3 Members hugging each other with mats 

The first image immediately communicates connectivity and community and expresses positive emotions that users can relate to and deeply resonate with. It also sets the tone for the rest of the blog post, without using heavy chunks of text to explain the general message of the blog post. That being a studio that focuses on community. My target audience, which includes Gen Z and Millennials, value realness and honesty. My audience immediately comprehends that the studio is trustworthy and authentic with a single image of members smiling and hugging each other. Users understand that True Pilates Windsor is a place that deeply cares about their customers. It is a sanctuary that users can rely on for their wellness journey. By immediately using a strong visual that communicates the objective of my post to my audience, I increase engagement, interest, and spark curiosity. This image immediately makes the post much more memorable because it conveys that the studio is an extremely welcoming space, one that turns strangers into family. 

Image #2 – Active class in studio with participants 

The second image was beneficial for the post because it extends what it means to be a part of a supportive community. It highlights the shared experiences of intentional movement. The image deeply conveys that True Pilates Windsor’s community values inclusivity for all ages, backgrounds, and experiences. The image of the shared space helps my audience visualize themselves taking part in classes at True Pilates Windsor. This extends far beyond words ever could because it brings text-based information into the imagination of the user. What I mean by this, simply using text to convey the shared experiences brought by True Pilates Windsor is not enough to emotionally connect with people. This image strongly represents how my audience and users can feel supported throughout their wellness journey. They are heard, seen, valued, and supported every step of the way. Users won’t have to try and picture what this shared experience might look like, the image instantly provides clarity for immediate comprehension on the value of shared experiences. This helps me differ from other establishments and wellness spaces that don’t offer this kind of impactful and genuine community in their practices. 

Image #3 – Member smiling mid-pose in a class 

This final image is beneficial to my post because it highlights the personal outcome of being part of True Pilates Windsor’s community. A supportive community builds a strong foundation for inner growth, self-confidence, empowerment, and joy. Being part of such an impactful community is incredibly helpful in personal transformation. Users reading the post will immediately understand how this image aids them in their personal journey. My target audience wants to feel confident and empowered in themselves. Using this visual aids them because they understand that they too can feel these emotions by being a part of the community. It will help them in their wellness journey much more than any other studio can. This makes the blog post much more memorable because it concludes the visual story and sparks motivation for users to take action so they too can feel inspired and accomplished in their day to day lives. Something that far extends beyond the mat. 

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a. Why did you choose the specific image(s)? (3 Marks)  

I chose three different images that truly reflect what True Pilates Windsor stands for. Although we offer a wide range of wellness classes at an affordable price, another focal point is our true community.  

Image #1 – 3 Members hugging each other with mats 

True Pilates Windsor values connection, authenticity, and inclusivity. I chose the first image and placed it at the beginning of the blog post because it immediately communicates feelings of community, connection, and happiness. The picture includes three members hugging each other and laughing joyfully while holding yoga mats. It isn’t an image that looks staged, fake, or just like any ordinary stock photo. According to a study in New Zealand, they found that marketing materials that incorporated faces of their employees or customers helped users look at the business more favorably, as more approachable, buyable (Briscoe, W9-D-Enhancing Content (W25).pdf, Slide 81). It deeply conveys relatability, honesty, and realness. Everyone wants to be included, seen, loved, and connected. These are raw visuals that convey emotions that we all wish to feel. Placing this image at the very beginning ensures that the message of safety, belonging, and inclusivity is immediately communicated so that users immediately understand what the rest of the blog post is about. It goes hand in hand with the text placed below the image of care and connection. 

Image #2 – Active class in studio with participants 

This visual was used to communicate the experience users would feel in the studio during a class. It is used as the second image because it builds on the first image of connection and communicates a shared practice and experience. It showcases members of various ages, backgrounds, and experience levels all taking part in a True Pilates Windsor class. It reinforces the focal point of the blog post, which is inclusivity and community. In our studio, everyone is welcome, and the visual image showcases authenticity. The people in the image aren’t posed and it does not look artificial or dishonest. It is a genuine, active class, where members are learning and engaged in their wellness journey. Furthermore, it communicates this message far better and more emotionally than chunks of text ever could. It uses the “make it stick” analogy where it only focuses on one main idea, that idea being a space to grow and move intentionally as a whole. 

Image #3 – Member smiling mid-pose in a class 

The last image was used to deeply emphasize personal empowerment and growth. The visual image closes and concludes the blog by showcasing the outcome of joining True Pilates Windsor’s classes and community. Instead of focusing on group movement, this visual focuses more on individual movement. It is a more personal image as it shows a single member mid-pose smiling and moving in the moment. It helps bounce back from the second image. While community acts as an important foundation to growth, the individual journey is equally as important. Being in an environment that is supportive leads to individual confidence, happiness, and strength both physically and mentally. The image effectively communicates feelings of interest and serenity, feelings that are known to be more sharable and tend to go viral according to Harvard research (Briscoe, W9-XTRA-What Makes a Shareable Visual Content (W25).pdf, Slide 4). Making this visual a great way to close the blog post as it is emotionally resonant and more likely to stick with the user by encouraging them to envision themselves taking part in a True Pilates Windsor class. Furthermore, feeling supported by others and confident in oneself. 

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2. This is a multi-part question. Please create a visual post for your blog on a topic specific to your business and answer the questions below. This involves critical thinking. What is important to your business and visitors? The image must be the focal point of the post telling the story or conveying a point. You may include multiple images. The goal is to visually convey a message with minimal text. Please pay attention to what was discussed in class. Ensure that you include a link to the blog post in your answer. Do not forget that this needs to be included in your hardcopy. I am marking what you hand in with your hardcopy but also need to see the digital version on your blog. If it is not online for me to view (in addition to the hardcopy), I cannot mark this question. (4 Marks)  

More Than Movement: How Our Pilates Community Moves Together 

Find Your Flow On and Off the Mat 

At True Pilates Windsor, movement builds connection. We’re a community-based studio where strangers become family.  

Our studio is filled with natural lighting to calm and inspire you through every movement. We welcome all ages, backgrounds, and experience levels. Here, you move with intention and grow stronger in a space that truly supports you. 

Come for True Pilates, Yoga, and Meditation classes. Stay for a community that sticks with you beyond the mat!  

Your first class is free, we’d love to welcome you to our family! 

www.truepilateswindsor.com 

Info@truepilateswindsor.com 

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1. As discussed in class, please provide three reasons why visuals are important to web content. Please ensure you go into detail for each item. (6 Marks)  

1 – Memorable Long-Term 

Visuals are incredibly important in web content because it helps users store information in their long-term memory instead of short-term memory. When content is broken down with only text, users have a harder time remembering the information because it doesn’t have a hook to it (visual). Dr. Lynell Burak is an education consultant who states that words, concepts, and ideas need to be hooked with a visual such as a video, an infographic, an image, and so on for information to go into long-term memory (Briscoe, W9-C-Importance of Visuals (W25).pdf, Slide 6). If the average attention span is “2.8-6 seconds” and the human brain takes about “13 milliseconds” to process an image, then the use of strong visuals effectively speaks a thousand more words than text-based information does (Briscoe, W9-B-The Power of Visuals (W25).pdf, Slide 4&13).  

On the web, users have a short attention span, they are busy and simply won’t read every bit of text and information. Utilizing impactful and appropriate visuals makes web content more potent, attention-grabbing, and memorable in the long-term to the user. Furthermore, studies support this by finding that users retained almost “65%” of visual information while only retaining “10-20%” of written or spoken information after three days (Briscoe, W9-C-Importance of Visuals (W25).pdf, Slide 7). Users on the web will not only remember content with visuals in the moment, but they will remember it days or even weeks after engaging with it! The use of visuals in web content makes content memorable long-term. Users are more likely to come back, stay loyal, be interested, and associate it in their day to day lives! It helps make web content much more engaging and guarantees higher retention. 

2 – Enhances Understanding Faster 

Users need information on the web to immediately tell them what they need to know. By using visuals, users can immediately understand key concepts and information without needing to read heavy sections of text to find what they are looking for. Not only do users on the web not have time for this, but they simply aren’t interested in it. In fact, studies find that the human brain processes visual information “60,000” times faster than text (Briscoe, W9-B-The Power of Visuals (W25).pdf, Slide 8). By leveraging and utilizing the right visuals, users gain an immediate and enhanced understanding of web content. Furthermore, “90%” of information transmitted to the brain is visual, making it a more effective form of communication than text alone (Briscoe, W9- The Power of Visual Content (W25).pdf, Slide 4).  

For example, for True Pilates Windsor’s landing page, I can include a video of members happily participating in Reformers Pilates to convey connectivity, community, and inclusivity. Not only do videos increase the average page conversion by “86%” (Briscoe, W9-D-Enhancing Content(W25).pdf, Slide 5), but it also helps users immediately understand that they can expect an open and inviting studio that is not intimidating or exclusive to intermediates. Based on specific contexts, visuals are incredibly useful in web content because it improves user-experience, understanding, and comprehension. Visuals improve learning by up to “400%” (Briscoe, W9-B-The Power of Visuals (W25).pdf, Slide 11). This fact alone justifies how much visuals impact the user’s cognitive levels as it increases their ability to understand everything they need to with speed and efficiency. Visuals guide users through information and help break web content into digestible chunks. By incorporating visuals, users can make decisions with confidence and ease. 

3 – Triggers Emotions 

The brain’s right hemisphere of image processing, feelings, and excitation far outweighs the left hemisphere’s efforts to decode information and engage in rational thinking (Briscoe, W9-D-Enhancing Content(W25).pdf, Slide 17). What this means is that using visuals that can emotionally connect to users on the web is critical because it directly impacts their ability to engage in it. Moreover, the use of visuals with emotional implications helps users feel all sorts of feelings. Depending on the context, users can feel moved, inspired, happy, interested, joyful, etc. This alone helps users feel more personally involved and connected to web content. This is especially important because when users feel certain emotions and feelings, it increases the likelihood of them sharing web content across different platforms. Emotional connection encourages users to share content. It distracts users and stops them from doing what they are doing by hooking them with content that resonates and emotionally connects to them. This is broken down into all sorts of components such as colours, typography, complexity, and more. 

Web content that utilizes visuals with strong emotional appeal is much more likely to resonate and stand out amongst other content because it is more impactful and unique. The same way people listen to certain artists, go out for a walk at the end of their day, watch certain movies, etc. It’s all about emotions and how they make the person feel. For True Pilates Windsor, I can incorporate visuals of real members engaging in classes offered using a colours scheme that evokes feelings of love, safety, and empowerment. This is not just visually stimulating to the user, but it helps user emotionally connect and engage with the studio on a deeper level. Text based information alone, especially on the web, is not enough to immediately tell a moving story or evoke deep feelings. For this example, the use of visuals with emotional appeal helps users feel certain safe and inspired, increasing their ability to share the content, follow social media platforms, and go as far as booking a class.  

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