Swipe File

Swipe file assignment instruction

Your first question may be, "What on Earth is a "swipe file?" I'm glad you asked! A swipe file is a a sort of holding place to store all of the good ideas that you come across. When you see a commercial, magazine ad, billboard, event idea, or anything else that really stands out to you, it's a good idea to file it away somewhere for later reference. Maybe you like the look of a particular ad, or you like the way a commercial used a song, or an organization had a really cool theme for their fundraiser. A swipe file allows you to store that idea for later inspiration. Most professionals maintain swipe files as "ticklers" for those days when the creativity just isn’t flowing.

Beginning now, you should keep an eye out for any items that catches your eye. Each student will be responsible for creating a swipe file this semester, which will contain at least 10 items. Students will keep a collection of “neat” ideas, layouts, headlines, etc., that they may want to “take off from” some day. Make sure that your criteria for inclusion is more than, "I thought it was cool," or, "Gee, isn't this neat." You should select them because you see their value as public relations tools.

Near the end of the semester, you will submit a document (in Rich Text Format) that includes each item. All items must be accompanied by an explanation of where the piece originated and why you chose to include it in your file (such as an example of how you might use it in the future). For the items that can be linked to the Web, please provide the Web address (hyperlinked when possible). For others, such as a hard copy brochure, you may scan the brochure or take a photo of it and either post it in the document along with the explanation or include it with your submission as an additional attachment. If you send any files as attachments, please make sure you name the attachment appropriately to match the corresponding item in the list you provide.

Examples of items that may be included in your swipe file:

press release

billboard

event

novelty give-away

brochure

flyer

interview

photos

video

campaign

promotion

sponsorship

direct-mail piece

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