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03.05.09 Organize your Interests.The #^@%!<&Multi-Media Campaign

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Page 1: Montgomery 2organizefile

03.05.09

“Organize your Interests.” The “#^@%!<&” Multi-Media Campaign

Page 2: Montgomery 2organizefile

TABLE OF CONTENTS

o  Executive Summary o  Strengths/Opportunities o  Creative Strategy o  Brand Identity o  Vehicles of Choice o  Budget Breakdown

o  Media Calendar o  Thoughts for the Future o  Questions

Page 3: Montgomery 2organizefile

EXECUTIVE SUMMARY

o  COMMUNICATION OBJECTIVE During the period of June 1st, 2009 from May 31st 2010 advertising will increase the brand awareness for The Source Organization on the University of Alabama campus among Student Leaders, ages 18 - 23. The objective is to generate top-of-mind awareness and product usage over competition amongst this demographic. o  TARGET MARKET: Student Leaders and Organization membership, ages 18 - 23.

o  SCOPE The Source Organization brand awareness campaign use a variety of media to reach students involved in a variety of organizations including: Academic, Athletic, Special Interest, Professional, Political, Social/Fraternal, and Religious. o  MEDIA/(ALLOCATED BUDGET = $1,000) Email- 50% Poster/Signage - 41.67%

Promotional Insert- 5.16% Newspaper/Transit - 3.17%

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STRENGTHS & OPPORTUNITES

� STRENGTHS Is an effective tool for managing a student’s life. Leaders will find it appealing because of its simplicity. Members have everything to run an organization in one online space. Students can effectively manage their involvement on campus efficiently.

� COMPETITION Direct Competitors: myBama, MySpace, Facebook, LinkedIn, Twitter Indirect Competitors: internal resource departments for various colleges, Student Career Center, Crossroads Community Center, Ferguson Center � OPPORTUNITIES

Current primary function is to use The Source as a directory for student organizations on campus. Students are unaware of The Source and its multiple benefits. The rollout of this service/product gives the brand room to grow and establish long term awareness.

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CREATIVE STRATEGY

� WHY ARE WE ADVERTISING? Our multi-media campaign will introduce The Source as a service that is not only user-friendly but more importantly helps student leaders and organization members to organize their interests efficiently. � HOW WILL WE CHANGE THE CURRENT BRAND POSITION? Through a mixed use of media, this campaign will reach out to student leaders and organization members creating top-of-mind awareness within our target market. � WHAT IS THE BRAND CHARACTER? The Source Brand and its message are simple, modern, engaging, and above all welcoming and user-friendly. � BOTTOM LINE, WHAT IS THE BIG IDEA? The Source is a user-friendly, and engaging service that allows student leaders and organization members to manage and organize their interests on campus.

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BRAND IDENTITY

Subheadline: Arial Rounded Bold MT Size 16 Copy: BPreplay Regular Size 11

Headline: BPreplay Bold Font Size 21 Typography:

Logo:

Button Guide:

Honor Societies Miscellaneous Social/ Fraternal

Athletic Military/Political

Professional Religious

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VEHICLES OF CHOICE

o  Promotional Insert o  Newspaper o  Email o  Poster o  Signage o  Transit

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PROMOTIONAL INSERT

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NEWSPAPER

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When clicking these icons, you are directed to the UA Source homepage.

By clicking these icons they direct you to the Source feature listed on the button.

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When scrolling across icons a description of the category will pop up

UA’s campus is not a place of retired athletes. Get your game on by joining a sports team. Where do you fit in?

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POSTER

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SIGNAGE

From Concept

To Reality

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TRANSIT

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BUDGET BREAKDOWN

Promotional Insert = 7”W X 9”H; 4-Color; .25/a page .

Newspaper = 3”H x 5”W; Black & White; $10.06/column inch; $10.06 x 15 Column Inches = $150.90 Transit = 36” W x 11” H; 4 Color; $459/per month Signage = Print/Production costs; $128.00 Poster = 11”W X 17”H; 4-Color; .59/a page .59 x 10 = $5.10** Email = $0

*Targets 1/5 of the incoming Freshman within the Honors College Program

**Crimson Copies Rate

TOTAL = $999.00

.25 x 1024 = $256.00*

.59 x 10 = $5.10**

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MEDIA CALENDER

MEDIA MIX

Email - 50% Poster/Signage - 41.67% Promotional Insert - 5.16% Newspaper/Transit - 3.17%

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THOUGHTS FOR THE FUTURE

� Over time The Source will evolve and build brand loyalty. Opportunities to creatively market this product will also emerge. � In the future consider: • Hosting a online/offline training to show how The Source system

can help manage one’s organizations and interests. • Sponsor campus events like‘Beat Auburn/Beat Hunger’. • Begin promoting the physical venue for the company. •Target Press Releases discussing annual progress,

changes, and development through local media.

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QUESTIONS?