Event Plan/ Promotion As we entered the Fall 2013 semester, Central Michigan Life was in need of a major brand overhaul. Our mission was to rebuild the CM Life brand with our readers. The brand needed to be identified as progressive and cutting edge. We wanted people to think of CM Life as a media company, not an old-school newspaper business and that we are still the dominant opinion leader on campus. In addition, we wanted to create events that were new and different to assist in the branding. So this was a year where we were out with the old and in with the new. Continued on next page...
The Motivated Mitten
436 Moore Hall • Mt. Pleasant, MI 48859 (989) 774-3493 • advertising@cm-life.com
CENTRAL MICHIGAN UNIVERSITY
The emphasis behind our most successful event this semester, Motivated Mitten, met all those goals. This high profile event was planned in conjunction with two of the most cutting edge departments on campus: CMU New Venture Competition and CMU Research Center. Both departments emphasize entrepreneurial, creative thinking. Their focus, too, was what is new, progressive and exciting. They also had the connections to help get this event off the ground. Working together we determined our course of action was to bring speakers to campus that will inspire creativity and who are working to improve business and entrepreneurship within the state of Michigan. Our focus was to encourage students to see the positive opportunities within Michigan, and to keep CMU grads working in Michigan, rather than leaving the state. The secondary focus was to remind students that it isn’t just the degree but the amount of passion and hard work that goes into being successful. Basically: Motivate them to stay and believe in Michigan. With the help of our co-sponsors, The Motivated Mitten Speaker Series program inaugural event was on Monday, November 4, 2013. We brought in three speakers at three different levels in their career to share their message. Their consistent themes were: looking at the big picture; adversity; persistency; passion and being proactive. The first speaker was a recent graduate of CMU, Jeff Wegner. Wegner was a past winner of the university’s New Venture competition and has recently started his own company, Movement Creative Media in Detroit. He spoke on his experiences thus far in his young career, his goals and what drives him. Our second speaker was Roland Coit, better known as Ro Spit. Coit, a Detroit entrepreneur and artist, is co-owner of Burn Rubber, a sneaker and streetwear boutique in downtown Royal Oak. Spit and his partner took over the store in 2007 and their passion and innovation has made their business a powerful, midwest brand. Coit is also influential in the Michigan hip-hop scene. Coit’s message was about doing what you love and believing in yourself, even when others might not. Follow your passion. The keynote speaker was Sheldon Yellon of BELFOR. Yellen is an international businessman and unconventional CEO of BELFOR. His compassion for his employees was showcased on CBS’ hit series “Undercover Boss.” Yellen shared his entrepreneurial story about overcoming adversity, growing up on the streets of Detroit and his journey to becoming CEO of the world’s largest restoration company. His motto “Doing the right thing, even when no one is watching”. The event filled the campus’ Plachta Auditorium. Attendees ranged from CMU students, faculty and staff to local, regional and state business and political leaders.
Our promotional efforts included: •
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PRINT/OUTDOOR: Full page ads in Central Michigan Life (CM LIFE), posters throughout campus, postcards to classrooms, student organizations, area businesses and university departments. Feature stories on the speakers. SOCIAL MEDIA: Pre-event social media included a Facebook event page, a Twitter page, cross social media promotions from the CM LIFE facebook (10,000+ fans) and twitter (8,500+ followers) pages, along with those of our sponsors. A social media sharing contest to get our fans/followers to share on their personal Facebook and Twitter pages. (We had a Spring Break company donate a trip for two in exchange for promotional mention). Our partners also did their own Social Media giveaways. The speakers were also talking it up on social media. WORD OF MOUTH: Classroom and student organization presentations; class extra-credit assignments; Community organization meetings; University email and calendar posts. We also had 40+ students working on this event, who were very active in sharing information on the event.
Summary.. c ont.
CENTRAL MICHIGAN UNIVERSITY
September 1 - 30th:
-Develop sponsor list. -Meet with potential sponsors. -Confirm speakers for event. -Secure on campus location. -Meet with speaker representatives. -Logo designed
Week of October 7th:
-Art/Logos/Photos and information for promotional items to Graphic Design for 4x6, flyers, posters and other print. Create Facebook timeline version. - Confirm hotel and travel reservations for speakers - Lock-in after-party sponsor
Sunday, October 13th:
-Create and launch Facebook Event -Create and launch Twitter Page -CM Life PR and Ad Staff share Facebook event via social media -Sharing Contest (FREE Spring Break) via CM LIFE facebook (Timeline version) (Pay for engagement $60). - CM Life PR and Ad Staff repost sharing contest via social media
Week of October 14th:
- Order 4x6 postcards - Print posters for event. - Submit copy of poster art to Residence Life for approval for distribution - Recruitement of volunteers for event from other departments of interest
Week of October 21st:
-Social Media Blast from Motivated Mitten partners -Preview Story In CM LIFE-Interview w/speakers - Poster Distribution to academic buildings/residence halls - CM Life ads run every issue - 4x6 Postcards to area businesses by advertising staff, classroom presentations by PR team. Wednesday October 16th: CM Life AD
Week of October 21st...continued:
- Initial press releases to CMU Communications department for faculty/staff and student list-serves - Social media sharing contest event. Spring Break trip for two. - Recruitement of volunteers for event from other departments of interest - Gather names and emails of guests for after-party event - Finalize menu for after-party event
Sunday, October 27th:
-Meet with Team (Promoters). -Hang event posters in key areas -4 X 6 Flyers distribution to residence halls and student organization meetings
Week of October 28th:
- Off campus presentations: Mt. Pleasant Chamber of Commerce - Classroom presentations and student organizations continue -Professors give press releases/postcards to students know about event (encourage extra credit attendance). - CM Life ads run every issue -7 Days away graphic! (Facebook, Twitter) - University Calendar Posting by University Communications - Prepare lanyards/badges for after party attendees - Prepare day-of assignments for volunteers
Sunday, November 3rd:
-1 Day Away Graphic! (Facebook, Twitter, Instagram) -Meet with Team (Promoters): Final Push for On and Off Campus Promotions - Team assignments finalized: Set Up, Greeters, Handlers, Technical, Live Social Media, Teardown
Monday November 4th: Date of Event
-Day of Event Graphic! (Facebook, Twitter) - CM Life ad: TONIGHT! -Coordinate arrival of speakers -Meet at auditorium at 4 pm for final assignment reviews.
Calendar/Timeline CENTRAL MICHIGAN UNIVERSITY
FRONT
BACK
Post Card CENTRAL MICHIGAN UNIVERSITY
SPECIAL SPEAKER EVENT
SPECIAL SPEAKER EVENT
otivated Mitten
FREE EVENT Open to the Public
otivated Mitten
The Road to
Success is Always
Under Construction
FREE EVENT
LIFE Stagnation is
DEATH
GO BIG!
Open to the Public
UNDERCOVER
Movement is
START SMALL
BOSS COMES TO CMU! MONDAY
MONDAY
November 4
November 4
7:00 PM
7:00 PM
CMU’S WARRINER HALL PLACHTA AUDITORIUM
CMU’S WARRINER HALL PLACHTA AUDITORIUM
DOORS OPEN @ 6:30
DOORS OPEN @ 6:30 The honorary keynote speaker, Sheldon Yellen, is an international businessman and unconventional CEO whose compassion for his employees was revealed on CBS’ hit series, “Undercover Boss.” Yellen will share his entrepreneurial story about overcoming adversity, growing up on the streets of Detroit and his journey to becoming the CEO of a now $1.5 billion property restoration company. Listen as he shares how his motto of “Doing The Right Thing, even when no one is watching” has grown a company from a single-awning business to the worldwide industry leader.
Roland Coit better known as Ro Spit, entrepreneur and artist, is a Co-Owner of Burn Rubber, a sneaker and street wear boutique in downtown Royal Oak. Spit, and his partner, took over the store in 2007 and their passion and innovation led to an expansion of the Burn Rubber Midwest Lifestyle brand.
Sheldon Yellen FEATURED ON
RO SPIT
Michigan MADE! A L S O F E AT U R I N G G U E S T S P E A K E R S
• Michigan MADE!
A L S O F E AT U R I N G G U E S T S P E A K E R S
RO SPIT
JEFF WEGNER
JEFF WEGNER
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Co-owner of Burn Rubber, two/eighteen
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Top Placement in CMU’s New Venture Competition 2012
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Top Placement in CMU’s New Venture Competition 2012
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Created “Detroit Rubber” webisodes, presented by Eminem
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Owner of Movement Creative Media
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Owner of Movement Creative Media
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Grew Burn Rubber company into World-Wide lifestyle brand.
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Adobe writers featured his “Empowerment Plan” documentary
• Adobe writers featured his “Empowerment Plan” documentary
• Michigan MADE!
• Michigan MADE!
• Michigan MADE!
M OT I VAT E D M I T T E N I S A M I C H I G A N E N T R E P R E N E U R S H I P S P E A K E R S E R I E S P R E S E N T E D BY
cm
Life cm-life.com
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Global leader in his industry
•
Generates $1.5 billion annually
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Believes his greatest assets are his 6,400 employees
M OT I VAT E D M I T T E N I S A M I C H I G A N E N T R E P R E N E U R S H I P S P E A K E R S E R I E S P R E S E N T E D BY
Life
cm
• Michigan MADE!
SHELDON YELLEN
cm-life.com
Posters/Print Ads CENTRAL MICHIGAN UNIVERSITY
Social Media CENTRAL MICHIGAN UNIVERSITY