YO U R T E AM
Lesly
Paige
Fabiola
Nicole
Addison
Kateria
n. /saj/ 1. Cleansing: from the curative properties attributed to the plant. 2. From Latin sapere “have good taste, from root *sap- “to taste.” 3. “Man of profound wisdom,” from old French mid-14c..
NOW, LET’S GET STARTED.
G E T T IN G S TAR T E D
From the outside looking in. Industry Company History PR Competition
OUR VISIT
O U R VIS IT
You vs. Them • UCO, welcoming people, warm and homelike atmosphere • Citrus Club, Everyone is interested in their own personal purpose for being their What makes the UCO unique? • It’ s not about business here. It’s more about building connections and bonds.
O U R VIS IT
“You don’t come to do business. You come to get away.”
“I felt like I was pledging my sorority again. I liked that they were thorough and checking for authenticity.”
“Social capital is key.”
O U R IN S IG H T
PEOPLE
& AT MO S P H E R E
YO U R R E B R AN D
YO U R R E B R AN D
Amicable environment + =
Friendly people
Change in current logo
YO U R R E B R AN D Yes (8%)
No (92%)
Non-members: Do you know what the University Club of Orlando is?
YO U R R E B R AN D
“PRESTIGE”
“OLD”
“EXCLUSIVIT Y” but also…
“FRIENDLY”
“POOR COMMUNICATIO N”
“BAD FOOD”
YO U R R E B R AN D
Need to improve Membership numbers
Most valued benefits Friendship and exclusivity
CURRENT B R AN D
CURRENT LOGO
YOUR REBRAND
YO U R R E B R AN D
YO U R R E B R AN D Educational philanthropy
Long-lasting friendships
Powerful bonds
YOUR REBRAND
YOUR REBRAND
OTHER COLLATERAL
YO U R AU DIE N C E S
YO U R AU DIE N C E S • • • • • • • • • •
Primary Demographics Males and females Age 55+ Income of $100,000+ Married/re-married Most have young adult children Business/management/fina ncial occupations College graduates Have lived in the present address 5+ years Live/work near downtown Orlando
YO U R AU DIE N C E S • • • • • • • •
Secondary Demographics Males and females Generally in their 30’s Income of $100,000+ Single or recently married No children Business/professional occupations College graduates Live/work near downtown Orlando
USA WALL STREET JOURNAL TODAY
YO U R AU DIE N C E S
AARP
THEY READ
CIGAR AFICIONADO
BBC AMERICAGOLF CHANNEL
CBS SPORTS NETWORK
THEY WATCH
FOX BUSINESS NETWORK
MRI SHOWS
PBS.ORG
THEY VISIT
WEBMD.COM AMAZON.COM
YO U R AU DIE N C E S Member AllStars David Walker, 60 • Wealth Advisor • Member of UCO, 25+ years Watches: Fox News Reads: Architectural Digest, Golf Digest Drinks: Domestic Beer
YO U R AU DIE N C E S Professional Pride Elizabeth Goodman, 32 • Family Lawyer • Community-oriented Income: $75,000 Watches: Fox News, BBC Reads: NPR, CNN Drinks: White wine
YO U R AU DIE N C E S Professional Pride Mike Rothenberg, 53
• Finance Director • Empty Nest Syndrome Income: $165,000 Watches: 60 Minutes, CNN Reads: Art Magazine, News Editorials, Business Weekly Drinks: Old-Fashioned
R E T E N T IO N R E C RU IT ME N T
T H AN K YO U PAC K AG E
T H AN K YO U PAC K AG E
Thank You Package • Crest Pin • Event Calendar • Pen • Decal • Polo • Mini Liquor Bottles • Pamphlet
Welcome Package • Crest Pin • Pen • Decal • Polo • Mini Liquor Bottles • Pamphlet
R E T E N T IO N /R E C RU IT ME N T
YOUR REBRAND
OTHER COLLATERAL
YOUR REBRAND
OTHER COLLATERAL
YO U R R E T E N T IO N Bundle Pricing
Thank You Package
Perks Program
YO U R R E C RU IT ME N T
Welcome Package
Grand Opening
Image Building
YO U R R E C RU IT ME N T
Welcome Package
YO U R R E C RU IT ME N T
Grand Opening
YO U R R E C RU IT ME N T
Image Building
“LE AVE IT ” C AMPAIG N
C AMPAIG N R AT IO NALE PERSONIFICATION
& UCO POSITIONING
& NO CALL TO ACTION
YO U R C AMPAIG N
YO U R C AMPAIG N
YO U R C AMPAIG N
“Leave the menu, we know what you like.” “Leave the office, we’ll take care of business.”
ME DIA O U T LE T S
ME DIA O U T LE T S
PRINT • • • •
ORLANDO BUSINESS JOURNAL ORLANDO SENTINEL ORLANDO MAGAZINE DIRECT MAIL
DIGITAL • • • •
FACEBOOK TWITTER LINKEDIN GOOGLE ADWORDS
S O C IAL ME DIA
S O C IAL ME DIA FACEBOOK
S O C IAL ME DIA FACEBOOK
Types of Paid Advertisements Suggested Page
Sponsored Post
Events
S O C IAL ME DIA FACEBOOK
S O C IAL ME DIA FACEBOOK
S O C IAL ME DIA FACEBOOK
S O C IAL ME DIA FACEBOOK
S O C IAL ME DIA TWITTER
FIND TWITTER SCREENSHOT?
S O C IAL ME DIA T WIT T E R
S O C IAL ME DIA LINKEDIN
S O C IAL ME DIA GOOGLE ADWORDS “ORLANDO NETWORKING” “BUSINESS OPPORTUNITIES IN ORLANDO”
“ORLANDO BUSINESS” “UNIVERSITY OF ORLANDO” “BUSINESS ORLANDO”
“CITRUS CLUB ORLANDO”“ORLANDO COUNTRY CLUB”
“ORLANDO CITY CLUB” “NON-PROFIT ORGANIZATIONS”
ME DIA S C H E DU LE
ME DIA S C H E DU LE YEAR 1
ME DIA S C H E DU LE YEAR 2
ME DIA S C H E DU LE YEAR 3
DOWN T IME
DOWN T IME
ESTABLISHING A PRESENCE
BUNDLED PRICING
PERKS PROGRAM
EVENTS
DOWN T IME PERKS PROGRAM
DOWN T IME EVENTS
DOWN T IME EVENTS
DOWN T IME EVENTS
Experience Establish new relationship s
Excitement
Grow Old Relationship s
Why UCO events? Philanthropy
Unify attendance
IN S U MMARY