reCREATION

RECREATIONUCSBBANNERS

Proposed by Rochelle FarnumUCSB Recreational Sports Marketing Team

reCREATION[HISTORY]

[OBJECTIVES]Banner advertisements serve as a tangible solution to increase the recreational presence on the UCSB campus through professional and attractive long-term marketing investments.

[GOAL] to build upon a stronger brand identity that will support the long-term sustainability of recre-ational opportunities at UCSB.

Increase recreational presence on UCSB campus, and build upon a developing brand image. •AccuraterepresentationofRecreationalSportsprogramsandrecreationalofferings •Recreational/Programrecognition •IncreaseUCSBbrandvaluebyhighlightdynamics/programswithhighinvolvement#s •Sustainable,long-termmarketinginvestments •Durable,professional,addsvalues

[PURPOSE]

ProjectinitiationbyDirectorofRecreation,JonSpaventaduringlateSeptember2011.InspiredbyrepresentationoftherecreationaldepartmentatUCSD,JonencouragedtheRecreationalSportsMarketing Team to make investments in developing the creative products for a stronger recreational presence on the UCSB campus.

UCSBRecreationhasnoexternaladvertisementsaroundtheUCSBcampusotherthanindividualprogrampromotionssuchastheAdventureProgramsstorageatHarderStadium.OtheradvertisementsarelocatedinourfacilitiessuchastheRecreationalCenterandRobertsonGymnasium Lobby.

Althoughthebannerswillhaveafiscalinvestment,itisawaytooptimizeourlimitedbudgetbyusingstrongmarketingchannels.Havingthesecohesivebannerswillaidourdevelopmentsintogivingacohesive representation of our programs. It provides a venue to enhance awareness and involve-ment,andwillincreasethedepartment’smarketingeffectiveness.

reCREATION[RESEARCH]Goal: Gain knowledge into representation of recreation to guide purposeful direction for our creative proposal.

Main Sources: •Departmentemployee/programcoordinators •Recreationalstudiesresearch •sportadvertisements •othercampusrecreationprograms(i.e.UCSDbanners) •ESPN/allencompassingtypesportassociations •ProcessingprogramnumberdatafromUCSBRecreationalSportsannualreports

JonSpaventa:• Strongsupporterofthe“WhereGauchosPlay”slogan• Findelementsthatrepresentthatideaof“play”• Highlight the entire department of recreation: rec

sports, leisure review, group fitness, ESS credentialetc.

• Visualmessagethatwehave:exceptional,verybest,available for everyone

PaulLee• Showcase programs that are not as popular and more

unique to the recreational program• (I.e.Sailing,rugby,lacrosse,rowing,etc.

Taggart Malone• Emphasisonthecompetitiveandsuccessfulteams• Wantstofindawaytorepresentallteamsifpossible

CathyCzuleger• Cathy is in communication with logistics and other

parties,suchasICA,tohelpwiththebannercreation/university policies

RodTucknott• Tier1:kayak,SCUBA,RopesCourse,Rentals• Tier 2: Canyoneering, Leadership Training Course,

RockClimbing

Chris Burleson• Vision:gettingLRoutthere• Associations:“crazy,fun,class”• Highest Participation: dance, wellness (yoga & pi-

lates),martialarts,groupfitness• Focusontheindividual&opentoeveryone• Finetuneyourskills,focusonmind&body

Goal: to acquire new customers and maintain interests in current participantsConsidertheirparticipant’sneeds,wants,identifiablecharacteristics. Bonadio, W.N., Divito, K., Kaltenbaugh, L.P. , Molnar, J.C., Roeder, J. (2011). Impact of Marketing Strategies on Campus Recreational Sports

Departments. Recreational Sports Journal. NIRSA Foundation. (35) 86-94

[DepartmentFeedback]

reCREATION[RecreationalSportsAnnualNumbers]IntramuralSportsandSpecialEvents• AnnualParticipation:176000• 10%ofIntramuralParticipantsareSBCCstudents• Approximately140studentemployeesperquarter• Useof10differentfacilitiesandfields• PopularSports:basketball,outdoorsoccer,andindoorsoccer• Goals: Increase female participation and reduce number of forfeits • SpecialEvents:35EventsTotalin2010-2011year

Sport Clubs• AnnualParticipation:793• Males:460,Females:333(58%vs.42%)• HighestParticipation:Triathlon,Rugby,Lacrosse,Rowing,Ski&Snowboard,Soccer,Ultimate• HighestFemaleParticipation:Lacrosse(46),Rugby(44),Triathlon(42),Rowing(37)• HighestMaleParticipation:Triathlon(58),Rugby(47),Lacrosse(45),Ski&Snowboard(41)• LowestParticipation:Bowling,Surfing,Men’sVolleyball

AdventurePrograms• AnnualParticipation:7863(4307=students)• HighestStudentParticipation:ACC(1700),Ropes(992),LTC/APStaff,Rock,Kayak• LowestStudentParticipation:Clinics,Paragliding,WROLC

[UCSBRecreationalBannerGoals]• Long-terminvestments–“timeless”approachincreativeproductionandstrategies• Distinguishable– logistically, thesebannersarealternatingwithUCSBAthletics’cleanandwell-brandedbanners.

When considering our creative developments, it is a goal to be harmonious with ICA, but also distinguishable with the uniquebenefitsofourprogramstonotcreatebrandconfusion/associationwithICA.

• Enhanceawarenessandinvolvement-->powerfulinfluenceonparticipationandstudentlearning• Promotionrecreationinacohesivefashionforprogramsustainability

[Marketing Guidance]Questions:1. Whatexactlyareyouattemptingtomarket?2. Whoisyourtargetaudience?3. Howcanyoubestreachthem?4. Howcanyoudifferentiatewhatyouaremarketing?

Whoareouraudience?Whataretheirgoals,instructionalclimateandcultureanddecision-makingfortheservicesof-fered?

Guidingcreativedirection,asimpleapproachwouldappeartobethebestwaytorepresentsuchadiverseandextensiveprogram.Outlinedaretheassociationsanddistinguishablebenefitsofourrecreationalprogramoncampus:1. Theoutside-the-classroomexperience:exciting,accessible,innovative2. Createsasocialenvironment(leadershipdevelopment,competitivesporting,groupfitness,informalrecreation)

Someideasinmindaretoutilizephotographyasthemainvisualelement.Highlightingonesubjectforeachprogram(i.e.Soccerplayerfor“SportClubs”etc.

reCREATION[Creative Proposals]Goal: Providedirectionfordevelopmentofcreativeprototypes.

Througheachproposal,amainobjectiveistofindawaytoprimeouraudiencetohaveapositiveassociationwith“UCSBRecreation.”

Eachproposalhasconsistentelements,adynamicbetweentextandvisuals.The visuals provide a strong branding message and a visual identity of recreation. Thetextshowcasesthemotivationsandattitudestowardtheactions/behaviorofsports(seeninthephotos).

Somethingtoconsider,iswhatwillbeaconsistentelementinthedevelopmentofthesecreativerepresentations.Pos-sibilities include: 1. Recreationlogo2. Designstructure(similarpositioningoftextandconsistentplacementofsubjectsinphotos)3. Distinguishablecolor(suchasabrightgreen,blue,yellow,etc)4. Designtreatments(i.e.a“filter”addedoverthephotos,similartoUCSD’sphotos)5. Dependentelements(i.e.Puttingonewordonvariouspostersthat“complete”thestory,photosthattrackthefluid

motionofactivity)

Forcreativedirection,someprovidedthatourbannerscompliment(ratherthancompete)withICA’sbanners.However,it is a goal for us to create distinguished banners as to not confused our audience that these banners are not a simply “new”advertisementsprovidedbyUCSBAthletics.

Withthisinsight,ourvisualrepresentationwilllendtoaholistic“tone,”withacorefocusedonrecreation’sidentifiablecore. A balance between our desires to be both connected and competitive

This holistic tone can be accomplished by using Gaucho colors (blue, yellow).

[Visuals]Visualsshouldbeactive:showingenergy,emotion,community,etc.Theemphasisisagainon“doing”(action/verbs)–creatingadichotomybetweensimple,clean,textandanexcitingvisualelement.Thisbalancewillnotoverwhelmtheaudience;itwillgivethemasimplecalltoactionwithasimpleanswer(actionphotoshowingthemwhattheycanbe).

Also, with alternating the banners with ICA, this will provide a nice dynamic with their clean design and static photo rep-resentation.

Thesebannersshouldfocusontheparticipantdoingsomething(not“I”orfacilities).ThisisabouttheGaucho,abouttheuniversalanddiverseofferingsrecreationprovides.

Wewanttoempowertheaudience“todo”something,notsimplebesatisfiedasaspectator.

reCREATION[Proposal1:“GauchosPlay”]WhereGauchosPlayistheslogancoinedforUCSBRecreationalSports.Wecanmodifyandmakeiterationsstemmedfromthisphrase(i.e.“ThisisWhereGauchosPlay,”“GauchosPlayHere,”“Gau-chosPlay,”“PlayGauchosPlay,”etc).

Theactofplay(playing)highlightstheideaofrecreation.Definition(N):“Activelyengagedinforenjoymentandrecreation.”• “Used to describe a range of voluntary, intrinsically motivated activities normally associated with

pleasureandenjoyment.”

Characteristicsofplay:(identifiedbyPeterGray)1. Playisself-chosenandself-directed2. Playisactivityinwhichmeansaremorevaluedthanends3. Playhasstructure,orrules,whicharenotdictatedbyphysicalnecessitybutderivedfromthe

minds of players 4. Playisimaginative,non-literal,mentallyremovedinsomewayfrom“real”or“serious”life5. Playinvolvesanactive,alert,butnon-stressedframeofmind Thevariationsdonotshowa“recreationlogo”atthispoint,butwillbeaddedoncedecidedon.Blackandwhitetextselectedforaprofessionallook:simple,classic,anddistinguishable.

Variation1A:“Thisiswheregauchosplay”(text/photo)• Pole1:“This”+(photo)• Pole2:“Is”+(photo)• Pole3:“Where”+(photo)• Pole4:“Gauchos”+(Photo)• Pole5:“Play”+(photo)• Pole6:“Recsportslogo/Recreationlogo”+(photo)?

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reCREATIONVariation1B:“GauchosPlay”(text/text)+(photo/photo)

• Pole1:WHERE• Pole2:(Photo)(Photo)• Pole3:GAUCHOS• Pole4:(Photo)(Photo)• Pole5:PLAY• Pole6:(photo)(photo)• *photoonLeft:individual/close-upshot• *photoonright:team/actionshot

Variation1B:“GauchosPlay”(text/text)+(photo/photo)*withthealternatingsides,thetextwouldbeontheupperlefthandcornerontheleftsidebanners.Thetextwouldbeonthebottomrighthandcornerontherightsidebanners.• Pole1:“Where”/“Where”• Pole2:(photo)(photo)• Pole3:“Gauchos”/“Gauchos”• Pole4:(photo)(photo)• Pole5:“Play”/“Play”• Pole6:(photo)(photo)

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reCREATION[Proposal2:OneWordApproach]Thisapproach’sgoalistohighlightthe“doing”abilityofourtargetaudience.Byfacilitatingpartici-pation on a basis of interest, recreation is available to all. Those involved in our program, have the privilegeof“doing”ratherthanwatching.TheideaissimilartoProposal1,withtextandphotossup-porting one another.

Theideawouldbetouseoneword(i.e.Verb)withonephotooneachbannerpair.Thephotoactsasthe visual representation and association with that verb.

Verbs: Run.Hit.Explore.Train.Tackle.Catch.Beat.Kick.Race.Ride.Save.Serve.Shoot.Swim.Surf.Pass.Throw.Volley.Win.Learn.Grow.Play. Examples:

Run/triathlonteamTackle/rugbyplayerKick/SoccerPass/IMBasketballExplore/AdventureProgramLearn/dancer/Pilates

*thevisualswouldbeinasimilarmannerasProposal1.

RACE.

recreation  

reCREATION[Proposal3:Bea____]Auniquefeatureofrecreation,isthatpeopleCANplay,cando,canlearn,canparticipateetc.Ama-jorbenefitofrecreationistheabilitytogetupfromthestands,awayfromthebooks,anddosome-thing.Recreationepitomizestheideaoffreedomandchoice.Ouraudiencehasthechoicetogetinvolved, to participate, to grow, etc.

The“Bea____”focusesontheuseofnouns..offeringtheaudiencetheoptionofbecomingsome-thing,ofdefiningarole,etc.Recreationcreatesthebalanceofastudent-athlete.Havingtheirin-volvementbeapartofwhotheyare,notdefiningthemasjusttheiractivity.Ouraudiencearestu-dents, they are friends, they are children, they are mentors, they are athletes, they are individuals, they are Gauchos.

Copy:“Bea______”Someexamples: Be a champion, be a captain, be a team, be a be a trainer, be a participant, be a player, be an athlete, be a teammate, be a risk taker, be an adventurer, be an amateur, be a leader, be a brother, be a sister, be a be an explorer, be a competitor… be a Gaucho.”

Idea originated:

be a gaucho

 

be a gaucho

recreation  

 

reCREATION[Proposal4:ElementsoftheGaucho]ElementsoftheGaucho,highlightsspecificareasofrecreationbyfocusingonsportsandhumancomponents.Ratherthanshowingasoccerplayer,thevisualwouldbearepresentationofthecleats, or the ball, or the gloves saving a goal.

Astrengthofthisapproach,isbyfocusingoncertain“elements,”thereisamoreuniversalrepresen-tation.Mostvisualswouldnotincludefaces,butratherhands,feet,etc.Thishasthe“unnamedyou”as part the marketing strategy.

It also brings focus to the features that allow our audience to play. This approach also provides a differentperspectiveonplayandadramaticallydifferentapproachtoUCSBAthletics’approachtotheir banners.

CopywouldremainsimilartoProposal1,butthevisualelementswoulddiffer.

     

reCREATION[AdditionalIdeas&Proposals]

 

 

 

PotentialrepresentationofESSManagement:havesubjectsinworkclothesinasportsenvironment

Use of water in all photos to highlight motion.

Repeatingslogan:

“Recreation,theGauchoPlayground”

*differentvisuals

[Word Webs]Play:Fun,release,childhood,teamwork,game,activity,childhood-->Discover

Discover:legacy,adventure,find,open,action,new,explorer,change

Go:action,motion,experience,future,freedom,exploration,will,initiative

Champions: victory, pinnacle, elite, worth-while, legacy, conquest, reward, best

GauchoPlaytime(Recreation)JointheClub(SportClubs) Discover(AdventurePrograms)