Downtown Syracuse by Jessica Laurello

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Advertising 208 Final Project 2011

The Client:

DOWNTOWN•Syracuse

The Objective:

“To create awareness and convenience for Syracuse University Students.”

The Competition... Marshall Street: Located conveniently, directly outside of the Syracuse University campus is a hub for student shopping. It offers a selection of food and fun for every taste and interest. The downside is the inflated prices and overcrowding because so many students frequent there.

Carousel Center: Located about 10 minutes away from Syracuseâ&#x20AC;&#x2122;s Campus, the mall is home to a number of Stores, Restaurants, and Entertainment options. The largest of which is the cinema complex located on the top floor of the mall. Buses from the universities run directly to the mall allowing first year students easy access.

Fayetteville Towne Center: Located off campus, this is a highly frequented area due to the value it offers. Included in the plaza is a Target which allows shoppers to fulfill a number of needs in one building.

DOWNTOWN•Syracuse

So far...

The average Syracuse Student Thinks: Downtown•Syracuse = Ghetto

These are the current logos that represent the downtown area.

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This is the new logo we have designed which incorporates the iconic orange that is often associated with Syracuse. It Umbrellas downtown as a whole area and gives it a modern look while still representing the community that has existed there for ages. The circular shape reminds us of all that can be found in just one place.

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The purpose of this campaign is to raise awareness to possible new businesses to come rent space downtown. It is also suppose to attract people to explore the area that is constantly growing.

Target Markets Simmons Data Primary

18-24 yrs. Old, Male and Female, New York Area Secondary/Multicultural

18-24 yrs. Old, Male and Female, African American

Persona 1. Racheal 2. Michael • 21 yrs. old. • She is a Senior who is sick of the overcrowded Bars on Marshall Street. • Hard worker BUT enjoys shopping and going out (Nightlife). • She is a Public Relations Major at Syracuse University.

• 18 yrs. old. • He is a freshman at Syracuse University and undecided in his major. • He is very trendy and into his style but loves a good deal. • He has visited the Carousel Mall but can’t get the gist of the bus schedule and is sick of the limited options on Marshall Street.

Creative BIG IDEA

When you are annoyed by whats convenient around you, Go DOWNTOWN. We believe that when the student consumers become tired of the ‘same old’ routine because it’s convenient, Downtown Syracuse can offer them a new unique experience.

Strategy Measurement We want the number of Syracuse students to increase by 50% in Downtown Syracuse. We will measure this by the number of Facebook â&#x20AC;&#x2DC;likesâ&#x20AC;&#x2122; we get as well as the number of Twitter follows we have. We will also look at the number of people who have downloaded our app. After 1 year of implementing this plan we will give another survey exactly the same as our last one given to gather our current data. This should give us a good measurement of how students opinions and usage of the area have changed.

Media Plan -

Print Advertising (Magazine, Bus Billboards) Online/ Social Media iPhone/Android App Guerilla Marketing (Giveaways, Festivals)

Print Advert�ing Magazines

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We will execute Advertising in student Publications . These ad’s will run monthly or semsterly depending on the publication.

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Bus Stop Billboard Because You’re tired of waiting 40 minutes in line at chucks. Go Downtown.

We will finance 10 bus stop billboards in locations downtown as well as on campus. Students will have the opportunity to scan the barcode and tweet a reason to ‘Go Downtown’. A winner will be chosen monthly and receive a gift basket of downtown related prizes.

Online Pr�ence

We will utilize websites directly related to students. For example: syracusebasement. com, ratemyprofessor.com, syracuse.com. These will again follow our theme of the reason to ‘Go Downtown”.

We will use Facebook and Twitter to facilitate our contests and freebees. Also rewards and coupons will be given for people who follow and like our social media pages. You can submit your ‘Go Downtown’ slogan via Twitter.

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• Freshmen Friendly. • Feature Shops and Restaurant Booths. • Charge $100.00 per table. • Giveaways such as T-shirts and cups with the Downtown Bus schedule on it.

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The Festival will be held twice a year, once in August and then again in May. The idea will be to attract freshmen with the August Festival by featuring shops and restaurants located downtown. In the Spring we will utilize ‘May Fest’ which is a annual drinking event for students of age Attending Syracuse University. The Festival will include the 18 featured bars that are visited during the CUSE Crawl in the fall. The entry fee will be $5.00 per person and include tasting’s of specialty drinks made by each bar. Upon leaving the enclosed festival area students will vote for their favorite featured drink and the bar that wins gets the $5.00 cover charges that were collected upon entry. Tabling at the festival will cost $100,00 per bar to cover venue costs.

May • Upper Class men Targeted. • Feature 18 Bars. • Specialty Drink Contest. • $5.00 cover fee, $100.00 Tabling fee.

iPhone/Android App DOWNTOWN Syracuse

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Icon that will be featured on iTunes. (App is Free)

DOWNTOWN • Syracuse Bus Located at University Ave. Bus stop now...

Daily Deals Bus Locator Store List Events

Daily Deals:

Bus Locator allows you to locate the bus leaving for Downtown closets to your Current location using google’s GPS technology.

This will give users a compiled list of specials available at participating Downtown Syracuse Restaurants/ Shops/Bars. This will include daily coupons as wells as an option to check into certain locations via GPS downtown to earn points and giveaways.

Store List: This will allow users to view the places to visit downtown and will also include a short biography of each store as well as a link to their Facebook/Twitter/Website.

DECEMBER 2011 S

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EVENTS Today, Dec. 15, 2011 :

•Pastabilities “Pasta Happy Hour” Details Here •Ladies Night @ Benjamin’s Details Here The Events section allows users to select a day of the month and view the events areas downtown have planned. There is also an option to view more details by simply clicking “Details Here”, which will allow user to view times and other special information about the event.

WHY

Believe?

The Downtown Syracuse Area offers everything in Entertainment, Food and Shopping a consumer could want. It offers quality and variety in a quaint city area. Our target values convenience and quality of their experience, we have the quality and now we need to put the Downtown experience in the hands of our consumer and make it the â&#x20AC;&#x2DC;go toâ&#x20AC;&#x2122; choice for spending your extra time.

“We want to bring a

modern, clean feel to DOWNTOWN•Syracuse

and take it from A place to go on Friday night

to The place to go on Friday night.” -

Jessica, Julia and Cara

ÂŠ 2011

Jessica Laurello /Julia Matthews/ Cara Otten