secureIT
Integrated Campaign Proposal
table of contents 3
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Meet The Agency
Creative Brief
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Situation Analysis
Creative Work
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Strategic Research
Thank You
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meet the agency Hi there! We’re The Agency and we’ve had a blast working with you this semester. Over the past few months, we’ve been busy researching facts, brainstorming new ideas and developing a kick@ss campaign for SecureIT. Throughout this book, we give you our recipe for SecureIT success — a pinch of pizzazz, a dash of daring and a sprinkle of simplicity. We hope you love what we have to offer.
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ANN KELLER
PAT SCHMIDT
BRIAN SUPROCK
Creative Advertising Lived in Japan for 2 years
Advertising Management Is a ‘Yes’ Man
Advertising Management Owns his own business
SARAH PAQUET
NICOLE TURNER
MADDIE ROSEMURGY
Advertising Management Specialization in Design and Public Relations Obsessed with hippos
Creative Advertising Mom’s name is Tina Turner
Creative Advertising Still sleeps with her childhood teddy bear
situation analysis
client history In 2007, Michigan State University IT Services and the Office of the Chief Information Officer launched SecureIT, a campaign that encourages students to protect their personal information by practicing safe computing habits.
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service description SecureIT’s mission is to encourage personal responsibility for safe computing and provide tools and information to do so. Their goals are to educate MSU students about safe computing; shape attitudes, behaviors and habits; and empower users with knowledge pertinent to network and device usage. They stress the importance of students protecting themselves online; using strong, private passwords; being aware of phishing; and not sharing copyrighted files. They also want students to know that MSU IT Services provides technology information, as well as help and support.
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Currently, SecureIT delivers their key messages through a variety of channels including running print and digital ads regularly in The State News, working with mentors in residence halls to educate students about SecureIT, offering safe computing details and tips on tech.msu. edu/secureIT, tweeting safe computing information and news from @TechAtMSU, distributing SecureIT foldout technology guides and other handouts to students, and participating in and handing out SecureIT branded collateral at student events. Several challenges exist for the brand including presenting a credible, but engaging campaign that is hard to ignore; finding a way to take complicated issues and break them down into simpler ones that will resonate with their target audience; getting students to listen to “eat your spinach� messages; changing behavior that runs against the norms of university student culture; and changing computing behavior that is already established before students come to MSU.
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competition Since SecureIT’s goal is to deliver computer safety messages, not to sell a product or service, their competition is not an actual brand or company, but simply message clutter that overwhelms the target market. Students, particularly new students, are targeted early on with an abundance of new information that is meant to inform and influence them throughout their college career. With so many brands competing to reach the target audience, SecureIT’s message can easily get lost in the clutter.
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target audience In general, SecureIT wants to educate the entire MSU community about computer safety and influence them to practice safe computing behavior. SecureIT’s primary target audience is incoming MSU students — freshmen, transfer students and international students. SecureIT’s secondary target audience is all other MSU students — sophomores, juniors, seniors and graduate students. SecureIT’s residual target audience is MSU faculty and staff.
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strategic research
secondary research In order to create an effective strategy for SecureIT, it was crucial that we first gather information about the client, industry and target audience. The SecureIT brief, collateral materials, website and social media pages gave us useful knowledge about the client. Online market research from eMarketer, IBISWorld US and Mintel provided helpful information and insights about the industry and our target consumers.
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consumer survey In order to learn more about our target audience’s computer safety knowledge, current computing habits and familiarity with SecureIT, we developed a 20-question online survey using Typeform. The survey consisted of multiple choice, subjective rating and freeform response questions. Since social media is a popular means of communication and networking among MSU students, we used this channel to distribute the survey. From September 19 to October 3, the survey was distributed via Facebook to fraternities, sororities and friends at MSU. Overall, we had 70 respondents.
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swot analysis STRENGTHS •
WEAKNESSES
Clear mission, goals and messages focused on computer safety Receptive to new ideas in order to be successful Power of MSU IT Services and Office of the CIO sponsoring campaign
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Current branding and advertising is uninspiring Website is bland and difficult to navigate Lack of social media and digital presence Inability to address new students during orientation Focus only on back-to-school events for promotion Computer safety issues are complex and difficult to simplify for audiences “Eat your spinach” messages are not always received well by audiences Only credibility is due to association with MSU
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OPPORTUNITIES • • • • • • • •
THREATS
Overhaul of SecureIT brand Strengthen connection between SecureIT and MSU IT Services Create a bold, new advertising campaign Target audience consists of millennials who use and depend on technology Students care about protecting themselves online Strengthen social media and digital presence Establish relationship with students early on Develop a SecureIT flagship event
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People having an unfavorable or inaccurate perception of SecureIT SecureIT message gets lost in the clutter of information aimed at incoming students Majority of students are uninformed about how to be safe online Students’ previously established personal computer behavior
customer profile Through our research, we discovered several key insights about the target audience. We learned that people are interested in protecting themselves online, and the majority of people who don’t protect themselves online simply don’t know how. Another powerful insight is that the vast majority of people are knowledgeable about phishing, identity theft and file sharing risks, however, they are unsafe online in other ways — such as sharing passwords and not using antivirus/ antispyware. Additionally, we learned that our target consists of online information gatherers who spend most of their time online, also known as millennials.
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creative brief
objectives The primary purpose of our advertising campaign is to create general awareness about SecureIT. Through our bold, intriguing and relatable campaign, we will rebrand SecureIT as the face of MSU IT Services. Our advertisements will position SecureIT as a credible, reliable and easy-to-use technology resource for MSU students and staff. After reestablishing the SecureIT brand, the secondary purpose of our advertising is to encourage the target audience to use SecureIT to learn about preventative and counteractive computer safety measures.
computers and technology. These individuals are concerned about their computer safety and believe it is important to protect themselves online, although many are uninformed about how to do so. what do we want the viewer to know and feel? We want the viewer to know that SecureIT is dedicated to educating the MSU Community about safe computing and helping them with their technology needs. We want the viewer to feel like SecureIT is an approachable, trustworthy and dependable technology resource.
who are we talking to? In general, SecureIT wants to educate the entire MSU community about computer safety and influence them to practice safe computing behavior. SecureIT’s primary target audience is incoming MSU students — freshmen, transfer students and international students. By targeting these individuals early on in their MSU career, SecureIT hopes to shape their computing behaviors while they are still adapting to college life. SecureIT’s secondary target audience is all other MSU students — sophomores, juniors, seniors and graduate students. SecureIT’s residual target audience is MSU faculty and staff.
call to action Protect yourself online tone Hip, Simple, Clever, Confident and Unconventional mandatory elements • SecureIT logo • SecureIT website • SecureIT hashtag • MSU IT Services logo guidelines • Don’t be afraid to take risks; go big or go home • Be relatable; make it fun and humorous to engage audience • Be consistent with rebranding; reference Brand Toolkit
what insights do we have about them? Our target consists predominately of millennials, which are online information gatherers who spend most of their time online and are receptive to online initiatives. They are frequent users who care about
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creative work
the big idea In order to be successful, SecureIT needs to go in a new creative direction. Earlier we mentioned our recipe for success — a pinch of pizzazz, a dash of daring and a sprinkle of simplicity. Using this formula, we have concocted several creative pieces for you to sink your teeth into.
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rebranding The current SecureIT brand is uninspiring. It lacks the pizzazz that every tech company should have and is in desperate need of a face-lift. We decided to overhaul the brand, giving SecureIT a new-and-improved identity that will resonate with their target audience, and make them look more professional and credible. This revamped look-andfeel will be used throughout all promotional materials including the logo, business cards, letterhead, envelopes, folders, collateral pieces, employee uniform, website, social media, advertising campaign and freebies. Another reason for rebranding is to draw a stronger connection between SecureIT and MSU IT Services. Currently, the relationship between the two entities is complex — SecureIT is solely a campaign that offers messages, while MSU IT Services is a physical organization that offers services — which leaves people confused about who does what. Our new branding reestablishes SecureIT as the face of MSU IT Services, similar to Best Buy’s Geek Squad or Apple’s Genius Bar team. This means SecureIT will now represent both the computer safety messages and the technology-related services. Bringing the two entities together will lead to a stronger, more comprehensive brand.
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brand toolkit
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Gotham Rounded Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Gotham Rounded Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
0.0.0.100
67.60.57.40
53.44.42.8
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37.0.84.0
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the campaign SecureIT needs a solid advertising campaign that will stand out among the clutter and stick in the minds of their target audience. Posters in the library are simply not going to cut it anymore — we have to go big or go home! We have developed an exciting advertising campaign that will capture students’ attention, and leave them curious and intrigued about SecureIT. The campaign will build brand awareness by showcasing the SecureIT’s newand-improved brand identity and to encourage the target audience to use SecureIT to learn about online safety. Our advertisements will be showcased in a variety of mediums — print, digital, out-of-home and non-traditional — throughout the MSU community.
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when $@!# hits the fan, we bring the umbrella. .
“$@!# out of luck” isn’t in our vocabulary.
when you’re up $@!# creek, we bring the paddle.
website redesign As an organization in the technology and computer industry, it is imperative that SecureIT has an easy-to-use and aesthetically pleasing website. The site currently is neither. The confusing navigation and cluttered, lackluster appearance make it far from desirable. We propose a redesign to make the site sleeker and simpler. An interface design with fewer tabs and text blocks will facilitate seamless and intuitive navigation for users. The site’s graphics will be designed using SecureIT’s rejuvenated Brand Toolkit, making the visuals refreshing and inviting to visitors. Additionally, the new site will be responsive, and optimized for use on various devices and platforms.
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social media SecureIT needs to be digitally up-to-date. In the age of computer junkies and tech savvies, social media is a crucial component for an organization’s success. A strong social media presence will strengthen the SecureIT brand and facilitate communication with users. SecureIT’s social media strategy will focus on Twitter and Facebook. SecureIT will use its new Twitter account, @MSUSecureIT, to distribute computer security alerts and other relevant information to followers. The SecureIT Facebook page would also be used to deliver pertinent security information to users, along with being used for in-depth business-toconsumer relations, such as answering questions or giving feedback, and to post interesting technology or computer-related articles.
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events It is crucial for SecureIT to establish a relationship with its target audience. Participating in events on MSU’s campus will give SecureIT an opportunity to better build brand awareness and have face-to-face interactions with students. SecureIT’s event strategy will focus on establishing a connection with target audience members early on and then continuing to reach them throughout their career at MSU. It will include participation in academic orientation, back-to-school events and, most importantly, SecureIT’s very own flagship event. Events will mainly take place in the summer, when students are on-campus for academic orientation, and during the fall, when they have arrived for the school year to begin. These are ideal times to reach students — particularly new students — because they are excited to be at MSU and have the time, energy and desire to attend events.
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ight plan Print
Digital
OOH
August September October November December January February March April May June July
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Non-Traditional
Events
thank you
Thanks for giving us the opportunity to work with you. We hope we’ve excited and inspired you. Feel free to contact us if you have any questions.
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