marquette
Vibe
TABLE OF
CONTENTS
1.01
TWO PROBLEMS
3.01
ONE SOLUTION
5.01
MULTI-MEDIA CAMPAIGN
7.01
AUDIENCE ENGAGEMENT
9.01
SOCIAL MEDIA PHOTO CONTEST
DIEDERICH
College of Communication MARQUETTE UNIVERSITY
1.01 TWO PROBLEMS
PROBLEMONE Student Media’s online and print outlets continue to lose readership. The average online issue receives twenty-five views per day. The print edition has lost, on average, 25% of its viewership each year for the last ten years. The decline in readership has effected campus awareness, decreased advertising revenue and contributed to lost resources for Student Media. HISTORY For years, The Marquette Tribune was the preferred method for students to receive campus news, entertainment, sports and advertising. With the growth of the internet, alternative outlets were created that offered similar content but with faster methods of distribution. Research has shown that most 18 to 21 year-old students now prefer to receive their news and entertainment through social media, aggregation applications, news feeds and alerts. These feeds are accessible through cell phones and other electronic devices, making news distribution instantaneous. This change in media acquisition has forced Student Media to reexamine its methods of news distribution and the ways it targets, engages and grows its audience. Focus groups have further shown that past news content, geared primarily towards the Marquette academic community, may also contribute to the decline in student interest. GOALS Increase campus awareness of Student Media’s news and entertainment outlets, and increase the readership of The Marquette Tribune and The Marquette Wire via social media. Establish a method of pushing out stories or directing students to the marquettewire.org. SOLUTION Using content sharing on social media, expand the channels of news distribution for Student Media. METHOD Transform Marquette+Living from a print/online housing guide to a student-driven, lifestyle device whose primary objective is to push content to students who follow our social media outlets. The product’s news content will come from The Marquette Wire. The product’s lifestyle content will come from a combination of the Wire and audience sharing. Advertising will come from current clients. The device will be called the Marquette Vibe, which merges nostalgia with contemporary responsiveness.
2.01
PROBLEMTWO The Marquette+Living housing guide has lost its position as the campus’ primary resource for off-campus housing. This can be attributed to a combination of media competition, archaic methods of distribution, scheduling dilemmas with property owners and rising production costs. HISTORY Marquette students are required to live on campus their freshman and sophomore years. It is common for students to begin searching for off-campus housing August of their sophomore year, with most students signing a contract by early April. For the property owners, the timing and the method of information distribution are critical. If the information is distributed too soon in the year, the students may discard the advertisement. If the information is distributed too late, the property owners may miss out on rental opportunities. Currently, wordof-mouth and Marquette’s Office of Residence Life’s website (www.rentcollegepads.com) are the two primary means for off-campus housing information. GOALS Knowing that housing is an emotional principle central to the undergraduate experience, the housing guide should connect the student to the Marquette and Milwaukee communities. The guide should offer resources and information entranced and established by peers, which center on lifestyle and housing needs. The product must have an extended shelf-life, be allowed to exist within the walls of the residence halls, meet the timeline specifications of the students and property owners and connects value to housing choices -- all for under $3,000. SOLUTION Publish a single-page supplement four times a year that lists property owners at a glance. The supplement’s minimalistic approach will push the audience to a website that features images, prices, Google maps and videos, with the added element of a lifestyle blog. The blog’s content will come from peers, advertisers and Student Media’s entertainment departments. It will list places to eat and things to do in Milwaukee. The supplement’s front image will feature a photo or graphic submitted and voted on by Marquette by the Marquette community. The supplement will have a look and feel of a quality poster, worthy of display in a dorm room, and have the added value to containing housing information. METHOD Rebrand Marquette+Living and establish it as a Marquette centric lifestyle magazine that lists housing, entertainment, arts, restaurants and housing resources. Use Instagram is its primary platform for marketing and content sharing. As the audience grows, integrate news and entertainment from Student Media’s Wire into the feeds. Push readers to the Wire.org or to the Vibe.org (housing). Allow students to share content, advertisers to display information and properties owners showcase their units.
3.01 TWO PROBLEMS l ONE SOLUTION
During the month of August, the transformation from Marquette+Living to the Marquette Vibe began. Once the rebrand and strategies were established, a multi-media campaign was launched to target the Marquette community and build brand recognition. Social media and events played the largest roll in the transformation, with the majority of our budget being spent on a photo contest.
MARQUETTE
LIVING
October
September
Launch Print campaign
Rebrand Marquette+Living to the Marquette Vibe September Team creates strategy to increase Student Media readership, which includes a rebrand of an existing product and a multi-media campaign
September
Redesign and launch MarquetteAdvertising. org to MarquetteVibe.org
marquette
Vibe
What’s Your Marquette Vibe?
Send us your favorite scenery and Marquette Photos For Our 2017 Photo Contest!
submissions begin Feb. 7th & end Feb. 17tH E-MAIL YOUR Photos TO: muvibesubmissions@gmail.com Find the oFFicial Contest Guidelines on the Marquette Vibe Facebook Page
#MyMarquetteVibe October
February
Schedule campus events
October
Launch photo contest on social media
February
Launch Instagram site
• Choose Instagram Ambassadors • 350+ followers on Instagram • Push out Student Media news content
be
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Brand
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bilities
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March
Publish The Marquette Vibe’s housing supplement and launch the housing website
5.01 MULTI-MEDIA CAMPAIGN
Digital
SHORT
https://youtu.be/k3d0-if9ZdA
BRANDING & STYLE GUIDE
CAMPUS POSTERS & FLYERS
MARQUETTEVIBE.ORG
EVENTS
SOCIAL MEDIA @MARQUETTEVIBE
MERCHANDISE
7.01 AUDIENCE ENGAGEMENT & RAISING BRAND AWARENESS PHOTO CONTEST To encourage audience growth while raising awareness of the housing supplement, the Marquette Vibe developed a contest on Instagram that invited students to submit their favorite study abroad photo. The winning submission, voted on by followers of the Vibe’s social media, was featured on the cover of the housing guide’s poster supplement. A community of unity was quickly established, as followers submitted their work, voted on their favorite artist and enquired about the Marquette Vibe.
9.01 SOCIAL MEDIA PHOTO CONTEST
WINNER
The Marquette Vibe Printed Poster Features:
• Campus-wide Student Visual Competition • Published 11” x 17” Poster, voted on by Marquette Students • 4,000 printed copies: 3,000 inserted in The Marquette Tribune & 1,000 given out at AMU Event and Resident Halls • Printed Four Times A Year • Expansive Social Media Campaign • Starting price per space: $300 for 4” X 3.6” Space • FREE web page listing at www.MarquetteVibe.org