Advertising 208Final Project 2011

DOWN

TOWN Syr

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Final Project 2011

DOse Fun Times, Experience, Taste, Trendy. C

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Restaurants, Boutiques, Museums, Learning, En

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ent, M

usic, Festivals,

•

The Client: DOWNTOWN•Syracuse

The Objective:

“To create awareness and convenience for Syracuse University

Students.”

The Competition...

Marshall Street: Located conveniently, directly outside of the Syracuse University campus is a hub for student shopping. It offers a selection of food and fun for every taste and interest. The downside is the inflated prices and overcrowding because so many students frequent there.

Carousel Center: Located about 10 minutes away from Syra-cuse’s Campus, the mall is home to a number of Stores, Res-taurants, and Entertainment options. The largest of which is the cinema complex located on the top floor of the mall. Buses from the universities run directly to the mall allowing first year students easy access.

Fayetteville Towne Center: Located off campus, this is a highly frequented area due to the value it offers. Included in the plaza is a Target which allows shoppers to fulfill a number of needs in one building.

DOWNTOWN•SyracuseSo far...

Th e purpose of this cam-paign is to raise awareness to possible new businesses to come rent space downtown. It is also suppose to attract people to explore the area that is constantly growing.

} Th ese are the current logos that represent the downtown area.

Th is is the new logo we have designed which incorporates the iconic orange that is oft en associated with Syracuse. It Umbrellas downtown as a whole area and gives it a modern look while still representing the community that has existed there for ages. Th e circular shape reminds us of all that can be found in just one place.

The average Syracuse Student Thinks: Downtown•Syracuse = Ghetto

DOWN

TOWN Syr

acus

e DOse Fun Times, Experience, Taste, Trendy. C

ultu

re, C

omm

unity. Nightlife, Fabulous, Create, Smell, Feel, S

ee, W

ine,

Part

ies, D

rinks, Shopping,

Restaurants, Boutiques, Museums, Learning, En

tert

ainm

ent, M

usic, Festivals,

•

Target MarketsSimmons Data

18-24 yrs. Old, Male and Female, New York Area

18-24 yrs. Old, Male and Female, African American

Primary

Secondary/Multicultural

Persona1. 2.Racheal Michael• 21 yrs. old.• She is a Senior who is sick of the overcrowded Bars on Marshall Street.• Hard worker BUT enjoys shop-ping and going out (Nightlife).• She is a Public Relations Major at Syracuse University.

• 18 yrs. old.• He is a freshman at Syracuse Uni-versity and undecided in his major.• He is very trendy and into his style but loves a good deal.• He has visited the Carousel Mall but can’t get the gist of the bus schedule and is sick of the limited options on Marshall Street.

CreativeBIG IDEA

When you are annoyed by whats convenient around you, Go DOWNTOWN.

We believe that when the student consumers become tired of the ‘same old’ routine because it’s convenient, Downtown Syracuse can offer them a new unique experience.

Creative StrategyMeasurementWe want the number of Syracuse students to increase by 50% in Downtown Syracuse. We will measure this by the number of Facebook ‘likes’ we get as well as the number of Twitter follows we have. We will also look at the number of people who have downloaded our app. After 1 year of implementing this plan we will give another survey exactly the same as our last one given to gather our current data. This should give us a good measurement of how students opinions and usage of the area have changed.

- Print Advertising (Magazine, Bus Billboards)- Online/ Social Media- iPhone/Android App- Guerilla Marketing (Giveaways, Festivals)

Media Plan

Print Advert� ing

Because you eat at Acropolis way to m

uch... Eat

Dow

ntow

n.

Because You’re tired of waiting 40 minutes in line at chucks.Go Downtown.

MagazinesWe will execute Advertising in student Publications . Th ese ad’s will run monthly or semsterly depending on the publication.

Bus Stop BillboardWe will fi nance 10 bus stop bill-boards in locations downtown as well as on campus. Students will have the opportunity to scan the barcode and tweet a reason to ‘Go Downtown’. A winner will be chosen monthly and receive a gift basket of downtown related prizes.

DOWN

TOWN Syr

acus

e DOse Fun Times, Experience, Taste, Trendy. C

ultu

re, C

omm

un

ity. Nightlife, Fabulous, Create, Smell, Feel, S

ee, W

ine,

Part

ies, D

rinks, Shopping,

Restaurants, Boutiques, Museums, Learning, En

tert

ainm

ent, M

usic, Festivals,

•

Online Pr� ence

We will utilize websites directly related to students. For example: syracusebasement.com, ratemyprofessor.com, syracuse.com. Th ese will again follow our theme of the reason to ‘Go Downtown”.

We will use Facebook and Twitter to facilitate our contests and freebees. Also rewards and coupons will be given for people who follow and like our social media pages. You can submit your ‘Go Downtown’ slogan via Twitter.

Festival on the Quad

August• Freshmen Friendly.• Feature Shops and Restaurant Booths.• Charge $100.00 per table.• Giveaways such as T-shirts and cups with the Downtown Bus schedule on it.

May• Upper Class men Targeted.• Feature 18 Bars.• Specialty Drink Contest.• $5.00 cover fee, $100.00 Tabling fee.

The Festival will be held twice a year, once in August and then again in May. The idea will be to attract freshmen with the August Festival by featuring shops and restaurants located downtown. In the Spring we will utilize ‘May Fest’ which is a annual drinking event for students of age Attending Syracuse University. The Festival will include the 18 featured bars that are visited during the CUSE Crawl in the fall. The entry fee will be $5.00 per person and include tasting’s of specialty drinks made by each bar. Upon leaving the enclosed festival area stu-dents will vote for their favorite featured drink and the bar that wins gets the $5.00 cover charges that were collected upon entry. Tabling at

the festival will cost $100,00 per bar to cover venue costs.

DOW

NTOWN Syr

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Fun Times, Experience, Taste, Tren

dy. C

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Nightlife, Fabulous, Create, Smell,

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See

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iPhone/Android App

DOWNTOWNSyracuse

DOWNTOWN

Icon that will be featured on iTunes. (App is Free)

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Daily Deals

Bus Locator

Store List

Events

DOWNTOWN • Syracuse

Daily Deals

Bus Locator

Store List

Events

DOWNTOWN • Syracuse

Bus Located at University Ave. Bus stop now...

Bus Locator allows you to locate the bus leaving for Downtown closets to your Current location using google’s GPS technology.

DECEMBER 2011

EVENTS Today, Dec. 15, 2011 :•Pastabilities “Pasta Happy Hour” Details Here•Ladies Night @ Benjamin’s Details Here

Th e Events section allows users to select a day of the month and view the events areas downtown have planned. Th ere is also an option to view more details by simply clicking “Details Here”, which will allow user to view times and other special information about the event.

M TS W Th F Sa1 2 3

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Daily Deals: Th is will give users a compiled list of specials available at participating Downtown Syracuse Restaurants/Shops/Bars. Th is will include daily coupons as wells as an option to check into certain locations via GPS downtown to earn points and give-aways.

Store List: Th is will allow users to view the places to visit downtown and will also include a short biography of each store as well as a link to their Facebook/Twitter/Website.

• Upper Class men Targeted.• Feature 18 Bars.• Specialty Drink Contest.• $5.00 cover fee, $100.00 Tabling fee.

DOWN

TOWN Syr

acus

e DOse Fun Times, Experience, Taste, Trendy. C

ultu

re, C

omm

unity. Nightlife, Fabulous, Create, Smell, Feel, S

ee, W

ine,

Part

ies, D

rinks, Shopping,

Restaurants, Boutiques, Museums, Learning, En

tert

ainm

ent, M

usic, Festivals,

•

WHYBelieve?The Downtown Syracuse Area offers everything in Entertainment, Food and Shopping a consumer could want. It offers quality and variety in a quaint city area.

Our target values convenience and quality of their experience, we have the quality and now we need to put the Downtown experience in the hands of our consumer and make it the ‘go to’ choice for spending your extra time.

“We want to bring a modern, clean feel to DOWNTOWN•Syracuse and take it fromA place to go on Friday night to The place to go on Friday night.” - Jessica, Julia and Cara

©Jessica Laurello /Julia Matthews/ Cara Otten

2011