FALL 2012 CONSUMER CONTENT INITIATIVE
WELCOME ANTHONY VIRGILIO ADVERTISING DIRECTOR
SUZIE NAYLOR ACCOUNT EXECUTIVE
JOE BUZZELLI CREATIVE DIRECTOR
SUE D’ANDREA ACCOUNT PLANNER
GRANT WORDEN COPYWRITER
THE AGENDA
WHO WE ARE & WHAT WE DO
OUR STRATEGIC APPROACH TO YOUR NEED
THE IDEA & CREATIVE
HOW IT WILL PLAY OUT / PRICING
NEXT STEPS MOVING FORWARD
UNIQUELY POSITIONED STUDENT MEDIA INTERACTIVE
360º AGENCY SALES
CREATIVE
PLANNING
BILLING
DISTRIBUTION
Client-agency relationship managers–key client point person on team
Brand content producers– Art Director, Graphic Designers, Copywriters and Production
Research and consumer insight experts–act as a vital resource to the team
Handles all invoices, tear sheet and billing information as a whole
Responsible for ensuring the proper distribution and circulation of all Student Media publications
THE LANDSCAPE
RIGHT NOW, MARQUETTE LOVES MURPHY’S AND CAFFREY’S.
OPPORTUNITIES BUT, THERE ARE OPPORTUNITIES TO INTEGRATE MURPHY’S AND CAFFREY’S EVEN MORE INTO THE MARQUETTE EXPERIENCE.
OPPORTUNITY AREAS: • Keep students 21+ on campus. • Push the excitement surrounding these iconic bars to drive an even stronger sense of ubiquity on campus.
PURCHASING FUNNEL AWARENESS CONSIDERATION CONVERSION LOYALTY ADVOCACY
YOUR AUDIENCE
CRAFTING A FRAMEWORK BEFORE IDEATION, IT WAS IMPORTANT TO DEVELOP A STRATEGIC INFRASTRUCTURE FOR THE “IDEA” TO LIVE IN. THIS IS BASED ON ONE QUESTION:
HOW IS THE AUDIENCE CONSUMING CONTENT?
THE TARGET / INSIGHTS WHO WE ARE: • 18-32 years old • Values include: timeliness, personal freedom, teamwork
HOW TO MARKET TO US: • A clear, strategic focus that relates to our lives
HOW TO CONNECT
WE WANT TO GIVE MU STUDENTS A NEW REASON TO BE EXCITED ABOUT SOMETHING THAT IS ALREADY SO INGRAINED IN THEIR LIVES
LEVERAGING MEDIA PAID MEDIA
SUCCESS EXISTS WITHIN THE DOTTED LINE
OWNED MEDIA
EARNED MEDIA
BOILING IT DOWN OUR RECOMMENDATION IS TO DEVELOP A PROGRAM WHICH WILL GENERATE CONTENT THE AUDIENCE CAN FEEL A PART OF. THUS, LEVERAGING THE BARS’ CURRENT POSITIONING.
REACHING THE TARGET PRINT
Introduce and remind the idea of the campaign to the target.
SOCIAL
Engage the target through two-way interactive communication.
DIGITAL
Drive the target to the home or “hub” of the campaign.
CONCEPTING IT ALL STARTED WHEN WE NOTICED A TREND: THE POPCORN.
THE IDEA
VIDEO
THE IDEA
MURPHY’S VS. CAFFREY’S
POPCORN WARS PART ONE:
PART TWO:
PART THREE:
THE HUB
THE CONTENT
AWARENESS
LOIS H EL NA ME MY
THE IDEA
HE LL O
MY NA ME
LOIS H EL NA ME
HE LL O
IS
MY NA ME
LOIS H EL NA ME
MY
MY
CAFF • TRADITIONAL • LAID BACK • SPORTS FAN • FAVORITE MUSIC: 90s HITS • DRINK OF CHOICE: LAKEFRONT MICROBREW
MURPH • PARTIER • HARDCORE IRISH • BIG DANCER • FAVORITE MUSIC: TOP 40s • DRINK OF CHOICE: IRISH CAR BOMB
IS
THE HUB
THE HUB
WELCOME MESSAGE / MOST RECENT CONTENT
PHOTOS
SPECIALS
TWITTER FEED
PHOTOS
CALL TO ACTION
Leverage this space to promote specials / recent content.
Imagery gathered from inside the bars throughout the campaign.
SPECIALS
Finally, we can help you advertise exactly what you sell.
VIDEO CONTENT
TWITTER FEED
WELCOME MESSAGE
CALL TO ACTION
VIDEO CONTENT
Truly capture consumer involvement.
Will pull in the corresponding bar’s Twitter feed.
Garner an attitudinal or behavioral response.
TWITTER POSTS
FACEBOOK POSTS INTRODUCING THE EVENT
REMINDING THE AUDIENCE
HUMOROUS REFERENCES CONTEXTUALLY RELEVANT
FACEBOOK POSTS POPCORN IS EXPLODING MURPHY’S VS. CAFFREY’S POPCORN WARS
SATURDAY NIGHT
F IGH T S MURPHYS POPCORN WAR WA R MURPHYS VS. VS. CAFFREYS CAFFREYS POPCORN
FRIDAY NIGHT $2 MILLER
$3 SHO T OF THE NIGHT HE
MY
LLO E IS HENAM MY
LO S E I HEL AM Y N M
LLO
NAM
E IS
GRAPHICS RELEVANT TO THE CAMPAIGN & THE CONSUMERS’ LIVES WILL BE POSTED SO THEY CAN SHARE WITH PEOPLE LIKE THEM.
IN THE BARS • THE SHOWDOWN • TASTE TESTING • HALLOWEEN: BEST COSTUME • THANKSGIVING: BEST DECORATED POPCORN MACHINE
}
ALL GENERATE ENTERTAINING CONTENT FOR THE AUDIENCE TO CONSUME
AND SHARE
CONSUMER GENERATED
AWARENESS: TRIBUNE
AWARENESS: TRIBUNE ONLINE
AWARENESS: POSTER
STOP IN OR CHECK OUR
&
TO GET INVOLVED AND SHOW YOUR SUPPORT
QUESTIONS ABOUT CREATIVE?
HOW IT WILL PLAY OUT MONDAY
TUESDAY
WEDNESDAY
THURSDAY
FRIDAY 1
2
1/2 H TRIBUNE AD POSTER
FACEBOOK TWITTER
5
6
12
13
FACEBOOK TWITTER
FACEBOOK TWITTER
FACEBOOK TWITTER
7
14 FACEBOOK TWITTER
19
1/2 H TRIBUNE AD FACEBOOK
20
8
15 1/2 H TRIBUNE AD
21
9
16 IN BARS EVENT #1
22
23
THANKSGIVING BREAK FACEBOOK TWITTER
26
POSTER #2
27
FACEBOOK TWITTER
28
1/2 H TRIBUNE AD FACEBOOK
29
IN BARS EVENT #2
30
PRICING STRATEGIC DEVELOPMENT
$400
COPYWRITING
$400
DESIGN & PRODUCTION
$600
MSM PLACEMENT
$2,500 $600
PROGRAM MANAGEMENT
TOTAL
$4,500
MSMADS DOES NOT CHARGE FOR UPPER MANAGEMENT (ADVERTISING DIRECTOR, SALES MANAGER, CREATIVE DIRECTOR, HUMAN EXPERIENCE MANAGER, ETC.). TIME SPENT BY THESE TEAM MEMBERS IS OFFERED COMPLIMENTARY.
MOVING FORWARD NEXT STEPS: • FINALIZE THE IDEA & WHAT’S INCLUDED • CRAFT TIMELINE • DEVELOP PROCESS FOR APPROVING CREATIVE & CONTENT
THANK YOU