marquette student media marketing deck
DESCRIPTION
The marketing deck was created by Student Media in an effort to increase brand awareness of two establishments located on campus. It was part of a larger campaign that included print, large format banners and digital advertising.TRANSCRIPT
FALL 2012 CONSUMER CONTENT INITIATIVE
WELCOMESUZIE NAYLORACCOUNT EXECUTIVE
SUE D’ANDREA ACCOUNT PLANNER
GRANT WORDENCOPYWRITER
JOE BUZZELLICREATIVE DIRECTOR
ANTHONY VIRGILIOADVERTISING DIRECTOR
THE AGENDA
WHO WE ARE &
WHAT WE DO
OUR STRATEGIC APPROACH TO YOUR
NEED
THE IDEA &
CREATIVE
HOW IT WILL PLAY
OUT / PRICING
NEXT STEPS
MOVING FORWARD
UNIQUELY POSITIONED
STUDENT MEDIA INTERACTIVE
360º AGENCY
SALES CREATIVE BILLINGPLANNING DISTRIBUTION
Client-agency relationship
managers–key client point person on
team
Brand content producers–Art Director,
Graphic Designers, Copywriters
and Production
Research and consumer
insight experts–act
as a vital resource to the team
Handles all invoices,
tear sheet and billing
information as a whole
Responsible for ensuring the proper distribution
and circulation of all Student
Media publications
THE LANDSCAPE
RIGHT NOW, MARQUETTE LOVES MURPHY’S AND CAFFREY’S.
OPPORTUNITIES
BUT, THERE ARE OPPORTUNITIES TO INTEGRATE MURPHY’S AND CAFFREY’S EVEN MORE INTO THE MARQUETTE EXPERIENCE.
• Keep students 21+ on campus.
• Push the excitement surrounding these iconic bars to drive an even stronger sense of ubiquity on campus.
OPPORTUNITY AREAS:
PURCHASING FUNNEL
AWARENESS
CONSIDERATION
CONVERSION
LOYALTY
ADVOCACYADVOCACY
YOUR AUDIENCE
CRAFTING A FRAMEWORK
BEFORE IDEATION, IT WAS IMPORTANT TO DEVELOP A STRATEGIC INFRASTRUCTURE FOR THE “IDEA” TO LIVE IN.
THIS IS BASED ON ONE QUESTION:
HOW IS THE AUDIENCE CONSUMING CONTENT?
THE TARGET / INSIGHTS
• 18-32 years old
• Values include: timeliness, personal freedom, teamwork
• A clear, strategic focus that relates to our lives
WHO WE ARE:
HOW TO MARKET TO US:
HOW TO CONNECT
WE WANT TO GIVE MU STUDENTS A NEW REASON TO BE EXCITED ABOUT
SOMETHING THAT IS ALREADY SO INGRAINED IN THEIR LIVES
LEVERAGING MEDIA
PAID MEDIA
OWNED MEDIA
SUCCESS EXISTS WITHIN THE DOTTED LINE
EARNED MEDIA
BOILING IT DOWN
OUR RECOMMENDATION IS TO DEVELOP A PROGRAM WHICH WILL GENERATE CONTENT THE
AUDIENCE CAN FEEL A PART OF.
THUS, LEVERAGING THE BARS’ CURRENT POSITIONING.
REACHING THE TARGET
SOCIAL
DIGITAL
Introduce and remind the idea of the campaign to the target.
Engage the target through two-way interactive communication.
Drive the target to the home or “hub” of the campaign.
CONCEPTING
IT ALL STARTED WHEN WE NOTICED A TREND:THE POPCORN.
THE IDEA
VIDEO
THE IDEA
POPCORN WARSMURPHY’S VS. CAFFREY’S
PART ONE:
THE HUBPART TWO:
THE CONTENTPART THREE:
AWARENESS
THE IDEA
• PARTIER• HARDCORE IRISH• BIG DANCER• FAVORITE MUSIC: TOP 40s• DRINK OF CHOICE: IRISH CAR BOMB
• TRADITIONAL• LAID BACK• SPORTS FAN• FAVORITE MUSIC: 90s HITS• DRINK OF CHOICE: LAKEFRONT MICROBREW
MURPHCAFF
HELLOMY NAME IS
HELLOMY NAME IS
HELLOMY NAME IS
HELLOMY NAME IS
HELLOMY NAME IS
HELLOMY NAME IS
THE HUB
THE HUB
VIDEO CONTENT
PHOTOS SPECIALS
WELCOME MESSAGE / MOST RECENT CONTENT
TWITTERFEED
CALL TO ACTION
WELCOME MESSAGELeverage this space to promote specials / recent content.
PHOTOSImagery gathered from inside the bars throughout the campaign.
SPECIALSFinally, we can help you advertise exactly what you sell.
VIDEO CONTENTTruly capture consumer involvement.
TWITTER FEEDWill pull in the corresponding bar’s Twitter feed.
CALL TO ACTIONGarner an attitudinal or behavioral response.
TWITTER POSTS
FACEBOOK POSTS
INTRODUCING THE EVENT
REMINDING THE AUDIENCE
HUMOROUS REFERENCES
CONTEXTUALLY RELEVANT
FACEBOOK POSTS
POPCORN IS EXPLODINGPOPCORN IS EXPLODING
MURPHY’S VS. CAFFREY’S POPCORN WARSSATURDAY NIGHTF I G H T S
MURPHYS VS. CAFFREYS POPCORN WARF R I D AY N I G H T $ 2 M I L L E R $ 3 S H O T O F T H E N I G H T
HELLOMY NAME IS
MURPHYS VS. CAFFREYS POPCORN WAR
HELLOMY NAME IS
HELLO
MY NAME IS
GRAPHICS RELEVANT TO THE CAMPAIGN & THE CONSUMERS’ LIVES WILL BE POSTED SO THEY CAN SHARE WITH PEOPLE LIKE THEM.
IN THE BARS
}• THE SHOWDOWN
• TASTE TESTING
• HALLOWEEN: BEST COSTUME
• THANKSGIVING: BEST DECORATED POPCORN MACHINE
ALL GENERATE ENTERTAINING CONTENT FOR THE AUDIENCE TO CONSUME
AND SHARE
CONSUMER GENERATED
AWARENESS: TRIBUNE
AWARENESS: TRIBUNE ONLINE
AWARENESS: POSTER
STOP INOR CHECK OUR
TO GETINVOLVED AND
SHOW YOUR SUPPORT&
QUESTIONS ABOUT CREATIVE?
HOW IT WILL PLAY OUT
1
8
15
22
29
6
13
20
27
5
12
19
26
2
9
16
23
30
7
14
21
28
TUESDAYMONDAY WEDNESDAY THURSDAY
1/2 H TRIBUNE ADPOSTER
POSTER #2
1/2 H TRIBUNE ADFACEBOOK
1/2 H TRIBUNE ADFACEBOOK
IN BARS EVENT #1
IN BARS EVENT #2
1/2 H TRIBUNE AD
FACEBOOKTWITTER
FACEBOOKTWITTER
FACEBOOKTWITTER
FACEBOOKTWITTER
FACEBOOKTWITTER
FACEBOOKTWITTER
FACEBOOKTWITTER
FRIDAY
THANKSGIVING BREAK
PRICING
$400
$600
$400
$2,500
$600
$4,500TOTAL
STRATEGIC DEVELOPMENT
COPYWRITING
DESIGN & PRODUCTION
MSM PLACEMENT
PROGRAM MANAGEMENT
MSMADS DOES NOT CHARGE FOR UPPER MANAGEMENT (ADVERTISING DIRECTOR, SALES MANAGER, CREATIVE DIRECTOR, HUMAN EXPERIENCE MANAGER, ETC.). TIME SPENT BY THESE TEAM MEMBERS IS OFFERED COMPLIMENTARY.
MOVING FORWARD
• FINALIZE THE IDEA & WHAT’S INCLUDED
• CRAFT TIMELINE
• DEVELOP PROCESS FOR APPROVING CREATIVE & CONTENT
NEXT STEPS:
THANK YOU