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M&L 755: Promotional StrategyWinter Quarter 2011
Co-Create THE Experience -Young Alumni Promotional Plan
Team Scarlet: Tim Betz, Hannah Binder, Patrick Bond, Drew Goettemoeller,Nicholas Kaldis, John Lepto, Xiaoyu Pan
1Once A Student, Always A
Buckeye.
2Once A Student, Always A
Buckeye.
*The content of these documents is property of
The Ohio State University and cannot be copied or referenced without the permission of OSU .
• Advertising Task• Marketing Strategy: Positioning Statement• Young Alum Research Findings: Consumer Insight,
Target Consumer• Creative Strategy: USP• Campaign Flow• IMC Elements• Tactics• Summary
Agenda
3Once A Student. Always A
Buckeye.
Reinforce and amplify a longstanding and positive relationship between Young Alumni (5-12 years post-graduation) and Ohio State, laying the groundwork for their future donations and connections to the university.
Advertising Task
4Once A Student. Always A
Buckeye.
• For Young Alums, OSU promotes a feeling of fulfillment from giving back, because compared to other organizations and opportunities which Young Alums could be actively involved with, OSU provides outlets to share a commitment and connection with the future generations of their alma mater.
Marketing Strategy: Positioning Statement
5Once A Student. Always A
Buckeye.
• Stage 1: 13 respondents• Stage 2: 5 respondents• All graduates of The Ohio State
University, years ranging from 1999 to 2006
• 15 depth interviews and one focus group conducted through data collection process
Research Findings
6Once A Student. Always A
Buckeye.
• Second most recognized logo
• Associated with academics, alumni materials
Research Findings – Visual Identity
• Most recognizable logo
• Associated with athletics
7Once A Student. Always A
Buckeye.
• Impersonal• Sporadic• Opportunistic• E-mail• Direct mail• Phone calls
Research Findings – Current OSU Communication
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Buckeye.
• Uninvolved currently– Except athletics
• Lacking financial means– Wish to donate in future– Willingness to donate time and/or experience
• View donation as a way to give current students a better OSU experience
• Concerned where donations go• Still view OSU favorably
Research Findings – Involvement and Donation
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• Kyle Palmarino– 29 years old– Middle class– Developing his career as accountant– Still paying off student loans
Research Findings: Target Consumer
10Once A Student. Always A
Buckeye.
Big Idea
“Co-Create THE Experience”
Creative Strategy: USP
11Once A Student. Always A
Buckeye.
• Within one year of the campaign, increase cognitive awareness about new initiatives to 75% of Young Alums through direct mail components and informational e-mails.
• Within one year of the beginning campaign, increase the percentage of Young Alums who perceive Ohio State as a continued involvement opportunity by 10%, measured by new memberships to alumni publications and unique visitors to the alumni website
• Increase total monetary donations from Young Alums by 5% over the course of one year.
Communication Objectives
12Once A Student. Always A
Buckeye.
• Direct Mailer/Brochure• E-mails• “Always a Buckeye” Website
– Day-in-the-Life
• Involvement Activities– Bye Week Bonanza – Mentor a Buckeye
IMC Elements
13Once A Student. Always A
Buckeye.
Campaign Flow
14Once A Student. Always A
Buckeye.
Bye Week Bonanza
Mentor A Buckeye
Day-In-The-Life
Popsicle Stick Facts
E-mails
Brochure
AlwaysABuckeye.osu.edu
Objective: Young Alums
Primed for future
donation
Awareness Involvement Results
Tactic: Direct Mail Component
15Once A Student. Always A
Buckeye.
Tactic: Direct Mail Component
16Once A Student. Always A
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• Date: October 22nd, 11:00am-6:00pm• Location: The Oval• Capacity:
– Alumni: 1,500– Students: 8,000
• Events– Gordon Gee’s Address– Band, Meet the Players– Game Booths, Bag-Toss / Cornhole Game Event, Raffle, Food Contest– Promotions for other events: Booths + Brochures + Popsicle Stick Facts
• Appeal/Incentive– Interaction/Connection between the young alums and students– Nostalgic reconnection
• Follow-up– E-mails to remind the young alumni of the experience on Bye Week
Bonanza+ other promotions (best photos of the day, and other event-based reminders)
Tactic: Bye Week Bonanza
17Once A Student. Always A
Buckeye.
• Young Alumni can upload video/text/audio/PPT content describing a “Day in the Life” of their profession for student use
• Invite the most actively involved Young Alumni to speak/meet in person
• Database– Organized by major/profession/region
• Utilize Famous OSU Figures to promote the program
Tactic: Day-in-the-Life
18Once A Student. Always A
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Tactic: Day-in-the-Life
19Once A Student. Always A
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• Young Alums register by field and profession
• Mentoring a group of students to aid them in the growth of their career
• Starts junior year or when accepted into major
• Provided on AlwaysABuckeye.osu.edu• Creates a consistent involvement
relationship• Suggested methods of interaction: E-mail,
Skype, telephone, lunch meetings
Tactic: Mentor a Buckeye
20Once A Student. Always A
Buckeye.
Tactic: Mentor a Buckeye (Student Walkthrough)
21Once A Student. Always A
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Accepted to Major or Junior
Status
Email Notification
about Program
Student Fills out Information
Form
Validation EmailView DatabaseRequest Mentor
Mentor NotifiedMentor
Contacts Student
Tactic: Mentor a Buckeye (Alumni Walkthrough)
22Once A Student. Always A
Buckeye.
Young Alum Notified about
Program
Apply to Join with Information
Form
Young Alum Validated &
Accepted
Time Passes
(wait for student to request)
Young Alum Receives Student
Information
Alumni Contacts Student
Campaign Flow
23Once A Student. Always A
Buckeye.
Bye Week Bonanza
October 22nd
Mentor A Buckeye
August 20th
Day-In-The-Life
August 20th
Popsicle Stick Facts
August 20th
E-mails
August 20th
Brochure
August 20th
AlwaysABuckeye.osu.eduAugust 20th
Objective: Young Alums
Primed for future
donation
Awareness Involvement Results
• Bye Week Bonanza– ~$20-30,000 (Pending sponsorship with Coca-Cola or
other major brands)• Stage Cost• Hired Workers for managing festival• Potential food and beverage cost
• Day-in-the-Life and Mentor a Buckeye – Utilizing students and staff currently employed, cost of
website and maintenance can be mitigated by use of current OSU servers and maintenance staff
• Direct Mailer (Brochure) – 1 Year of Quarterly Mailer, 100,000 Young Alumni
• ~$18,400 projected annual cost of brochures • Estimated Total Cost: ~$40,000-50,000
Proposed Budget for Tactics
24Once A Student. Always A
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• Marketing Strategy: Positioning Statement
• Young Alum Research Findings: Consumer Insight
• Creative Strategy: USP–Co-Create THE Experience
• IMC Elements• Tactics
Summary
25Once A Student. Always A
Buckeye.
• Mandatories:– Tagline: Once A Student. Always A
Buckeye.– Official University Red Box Logo– Scarlet and Gray theme
IMC Report: Notes and Appendices
26Once A Student. Always A
Buckeye.
t
M&L 755: Promotional StrategyWinter Quarter 2011
Co-Create THE Experience -Young Alumni Promotional Plan
Team Scarlet: Tim Betz, Hannah Binder, Patrick Bond, Drew Goettemoeller,Nicholas Kaldis, John Lepto, Xiaoyu Pan
27Once A Student, Always A
Buckeye.
28Once A Student, Always A
Buckeye.
*The content of these documents is property of
The Ohio State University and cannot be copied or referenced without the permission of OSU .