Ad-Men Planbook

MOJO AD COMICS PRESENTS:

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ORIGINS...

Just before midnight as a storm brews outside, a J-School student’s mouse hovers over the “submit” button. They’re almost finished with their MOJO Ad application when suddenly, they’re overcome with fear and self-doubt.

POW!

What if they don’t have what it takes to be on MOJO Ad?!

What if they can’t handle the great responsibility?

RACK!

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SPLAT!

When the J-Schooler can’t handle the pummeling any longer, they click exit instead of submit. They’ll never know what could’ve been...

What if the rumors are true?!?!

We set out to change that.

MOJO AD PROFILE: MOJO Ad is the premier student-staffed advertising agency at the University of Missouri. In typical Missouri Method fashion, students learn by doing. We tackle a national client and understand the ins and outs of the youth and young adult (YAYA) market, which is made up of those 18- to 24-years-old.

While MOJO Ad isn’t for everyone, it’s exactly what certain J-School students need.

This real-world experience is an opportunity to build a portfolio that stands out above the rest.

While earning a spot on MOJO Ad is an impressive feat, potential applicants are deterred from applying because of negative rumors they hear about it.

What they don’t see are the genuine friendships that develop between MOJO Ad teammates during meetings and brainstorm sessions, or how much fun teams have celebrating birthdays and successful pitches.

They don’t see the true experience.

While previous recruitment campaigns positioned MOJO Ad as a highly competitive program, this time it wasn’t enough to just highlight the incredible work. We needed to go bigger.

And that’s how the AD-MEN of MOJO Ad were born.

WORLD-SAVING RESEARCH & STRATEGY In order to better understand our target, we dove into secondary research on neighboring generations. From our findings, we developed three key areas in which our YAYA target is similar to millennials:

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Millennials are risk averse when it comes to their careers.

The rate of new start-ups is higher today than 1990 in every age group, except those 24-30, according to the Kauffman Foundation. This means fewer millennials are open to risking it all to start a business of their own because they would rather work for established companies.

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But they want to succeed and are optimistic about their success.

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According to LinkedIn, 74 percent of millennial jobseekers want to know their work matters. And, according to a Forum Survey in 2016, 70 percent of the 26,000 millennials surveyed say the world is full of opportunities.

Millennials want to see their work move the company needle, and they are confident in their abilities to innovate.

Teamwork is important to millennials, and to our target.

According to the Association for Talent Development, it is important for millennials to work in a space where they need not fear failure.

The best way to eradicate this fear is by comforting young people with a collaborative team environment.

When making decisions about their careers, the YAYA market behaves similarly to millennials. They want to be part of a large network that will protect them from risk and feel most comfortable when they are a part of a talented team. Understanding this information about millennials, and seeing similar behaviors within ourselves and our 18- to 24-year-old peers, we made sure that every piece of communication within our integrated campaign emphasized MOJO Ad’s culture of camaraderie and teamwork.

Thomson, S. World Economic Forum. (2017, Jan. 16). Everything you thought you knew about millennials is wrong. Retrieved September 12, 2017, from https://www.weforum.org/agenda/2017/01/everything-you-thought-you-knew-about-millennials-is-wrong/ Lee, D. (2016, October 10). Millennials aren’t big spenders or risk-takers, and that’s going to reshape the economy. Retrieved September 12, 2017, from http://www.latimes.com/business/la-fi-the-millennial-factor-20161010-snap-story.html Harrington, M. (2015, June 08). Millennials: The. Retrieved September 12, 2017, from https://www.td.org/Publications/Blogs/Management-Blog/2015/06/Millennials-the-Risk-Averse-Generation

We conducted a qualitative study and unearthed a few quotes that provided insight into how our target was weighing the MOJO Ad application decision...

“I would probably say that I wasn't sure if the time commitment or stress for MOJO would be worth it with the simultaneous time commitment or stress for job searching, if that makes sense. Like I would do MOJO to get experience for job searching, but I thought it would make the job searching process more stressful as well.”

“I didn’t want to apply for MOJO because the work and time commitment wasn’t worth the payoff.”

Ultimately, research uncovered a tension between the lives of J-School students and the sacrifices necessary if they joined MOJO Ad. This target has unmatched drive and incredible foresight to plan for success. However, transforming that into action requires convincing them that the time dedicated to MOJO Ad is not a hindrance, but a launch pad towards a life of triumphs.

“For me, a major factor into whether or not I was going to apply to MOJO was my work schedule and my media sales course.”

TARGET ACQUIRED:

UNCONVINCED ACTUALIZERS OCCUPATION: Mizzou StudenT, Junior AGE: 20 - 21 INTERESTS: ‘gramming everything, Snacking, Mumble rap, staying up to see the sun rise, Latte art, Standing up to take pictures of food at restaurants, Avocado toast, listening to podcasts, eating Chipotle PERSONALITY TRAITS: Naturally ambitious, Leadership, Dedication, Rational thinking, Plays well with others, susceptible to trends LIKES: Teamwork, Creativity, Reciprocity, Helping others, Building genuine relationships

SUMMARY:

DISLIKES: Group projects where people don’t pull their weight, slow drivers, significant time commitments that don’t provide worthwhile value, doing things alone, anything that doesn’t load in five seconds

They’re unconvinced because they haven’t been introduced to the information they desire to make the MOJO Ad decision – they’ve heard the basics, but want to know what they’re actually going to be doing.

They’re actualizers because they’re naturally ambitious – without pressure or stress, they strive for success. When they have time to step back and think logically, they always go big.

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We created trading cards to hand out at an InfoRMATIONAL Session ABOUT APPLYING FOR MOJO AD. Students collected the cards of the positions they were interested in and passed them along to their friends.

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We used foam board cutouts to appeal to students physically in the J-School. Generic superheroes with their faces cut out were used and allowed students to visualize themselves as part of the AD-MEN, while furthering our diversity initiative.

ad-men, assemble!

We’re recruiting new superheroes to join our team.

Post a photo using #WhatsYourSuperpower for your chance to win a Starbucks gift card, and the best powers will be featured on @MojoAd! Apply for MOJO Ad! Info session: Thursday, March 1 at 7 p.m.

Fisher Auditorium.

Applications open Feb. 27-March 9 on mojo-ad.com/apply

ad-men, assemble!

We’re recruiting new superheroes to join our team.

Post a photo using #WhatsYourSuperpower for your chance to win a Starbucks gift card, and the best powers will be featured on @MojoAd! Apply for MOJO Ad! Info session: Thursday, March 1 at 7 p.m.

Fisher Auditorium.

Applications open Feb. 27-March 9 on mojo-ad.com/apply

The Wordslinger, Copywriter, draws his pencils from his holster.

The Oracle, Researcher, levitates while absorbing new information.

We also animated GIFs of the remaining five AD-MEN performing their powers to showcase their individual abilities. These lived on Instagram and served as reinforcement posts for events and application information.

On the day of the info session, Unconvinced Actualizers encountered another touchpoint. This outdoor activation featured the AD-MEN logo displayed across the side of Gannett Hall using a spotlight...

This is so cool! it’s like the bat-signal. I better head to that info session!

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#1 Moreira, G. (2016, March 24). How Do You Reach Millennials? Don't Advertise. Retrieved November 14, 2017, from http://www.targetmarketingmag.com/article/how-do-you-reach-millennials-dont-advertise/all/ #2 What Are Millennials Up to with Digital Video? (2015, September 02). Retrieved November 15, 2017, from https://www.emarketer.com/Article/What-Millennials-Up-with-Digital-Video/1012939 #3 Millennial Video Viewing Habits: How Millennials Are Reshaping the TV Industry. (2015, November 06). Retrieved November 12, 2017, from https://advertising.aol.com/blog/millennial-video-viewing-habits-how-millennials-are-reshaping-tv-industry

The integrated media plan was structured with a classic narrative arc, featuring distinct rising action leading to a climax. The climax of the campaign occurred just after applications opened, but before the info session. At the beginning of the application process, when potential applicants were making their decision, we amped up our reach to increase knowledge and encourage qualified applicants to apply. Our campaign’s team-centric theme ensured they felt informed and empowered by the time they hit “submit.”

WEEK 4 WEEK 1

WEEK 2

SOFT LAUNCH

HARD LAUNCH

MONDAY, FEB. 5

MONDAY, FEB. 12

WEEK 3

APPS OPEN

MONDAY, FEB. 26

INFO SESSION

APPS CLOSE

THURSDAY, MARCH 1

FRIDAY MARCH 9

THE EXECUTION OF OUR CAMPAIGN RELIED ON A BUDGET OF $350. The cutouts and trading cards were the most unique aspects of our campaign – with an estimated 2,320 impressions yielding a $0.124 cost per impression. we dedicated $288.50 of our budget to theSE TACTICS. Combining out-of-home and experiential advertising, we invited Unconvinced Actualizers to engage with the AD-MEN around the journalism school.

Our position-specific trading cards were another influential aspect of our campaign. The cards cost $35 and received an estimated 300 impressions – with the majority of those coming from the info session – yielding a cost per impression of $0.12.

While the majority of our budget primarily went to the cutouts and trading cards, our other touch points were made feasible without significant budget dedicated to them.

The remaining $26.50 was used to execute the posters and printed material, as well as any other unexpected costs incurred.

CUTOUTS

TRADING CARDS POSTERS

$288.50

$35

$8.25

EXTRA $25

MEET THE HEROES

HERO NAME: CAPTAIN MOJO ALTER EGO: MADDIE STANZE POWER: MOTIVATION

HERO NAME: THE CONTORIONIST ALTER EGO: KEENA PATEL POWER: COMMUNICATION

HERO NAME: MEGALODON ALTER EGO: ZAK SANDEMAN POWER: THINKING. OBSERVING. OVERTHINKING.

HERO NAME: REVERIE HERO NAME: FREQUENCY HERO NAME: THE ORACLE ALTER EGO: NATHAN SNODGRASS ALTER EGO: MADELEINE ALTER EGO: HANNAH LINSKY SUTHERLAND POWER: MAKING THINGS BEAUTIFUL POWER: CRUNCHING NUMBERS POWER: FUN-FACT-FINDING

HERO NAME: ENCRYPTO ALTER EGO: PHIL BECK POWER: AMBITION

HERO NAME: THE WORDSLINGER HERO NAME: TIDAL WAVE ALTER EGO: DANNY ROSENBERG ALTER EGO: ALLISON SCOTT POWER: MAKING TEAMMATES SMILE POWER: JACK OF ALL TRADES

As the AD-MEN of MOJO Ad, we suited up in our finest superhero costumes to conquer the challenges associated with joining the team. SINCE WE CENTERED OUR campaign around highlighting the unique strengths of individuals, we figured it maDE sense to do the same for OURSELVES. So, WE ASKED: HERO NAME: DREAM WEAVER HERO NAME: FLASHBACK ALTER EGO: ADRIENNE LUTHER ALTER EGO: BRITTANY EMOND POWER: MAKING DREAMS COME TO LIFE POWER: GETTING IT

#WhatsYour Superpower?