Wisconsin Union Campaign Plan Book
Natalie Salo
Cameron Olson
Leah Fraleigh
Ryan Smith
Jess Yang
King Shabazz
Rebecca Walsh
Rachel Caraher
Amber McBee
At Mad Minds we believe in the importance of compelling messages that are delivered at the opportune moment. Driven by strategic insights and creativity, we create iconic campaigns that deliver results.
Michelle Zukowicki
OUR TEAM
TABLE OF CONTENTS
Strategic foundation
4
creative brief
10
campaign messages
13
terrace reopening
15
first floor debut
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strategic Foundation
Research insights "THE GREATEST PLACE ON EARTH"
84%
of Memorial Union goers have been there before
STudents & recent alumni
are the top two segments of Terrace goers On October 5, 1928, Memorial Union opened to the University and greater community. As one of the most widely recognized and loved buildings on the University of Wisconsin-Madison campus, the Memorial Union Reinvestment faced the unique challenge of improving an already outstanding facility. In fact, the Wisconsin Union is a star performer according to Net Promoter Score, a standardized tool to indicate
TOP THREE MOTIVATIONS TO VISIT MEMORIAL UNION: I. ATMOSPHERE II. LOCATION III. LAKEFRONT VIEWS customer loyalty. Out of 100%, the Union ranked at 94.6%, an incredible accomplishment. In addition, 85% of respondents in a Leede Research Group survey reported that they were very likely to recommend Memorial Union and its facilities to a friend. The biggest ares of improvement for the Memorial Union are lack of seating and food issues.
Client insights • Current Wisconsin Union marketing campaigns emphasize the importance of vibrancy, freshness and community • Memorial Union is seen as the “heart and soul” or “living room” of campus and the greater Madison community • The Terrace reopening is not a single event but a natural, gradual reopening after renovations • Importance of creating awareness of food options for first floor opening
• The Wisconsin Union is a space for students and community members • WU currently focuses its marketing on students, followed by efforts targeted at alumni and the community • WU markets Memorial Union as a focal point on campus, a hub of activity • Social media has been a very successful medium for WU in past experiences
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swot analysis strengths • Strong audience involvement & connection to atmosphere • Large audience • Students, Alumni, Community • Serves alcohol • Variety of things to do • Dining Venues, Lake Views, Hoofers, Wheelhouse, Study Spots • Strong social media presence • Strong brand personality
opportunities • Capitalize on vibrancy and fresh appeal of reopened Memorial Union • Expand into new alumni markets • Chicago, New York • Improvements in accessibility, sight lines and customer comfort • Increased seating space • Capitalize on Terrace Paver Campaign • Increase Union Membership and recent alumni markets
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weaknesses • Patrons upset with construction and changes • Importance of appeasing upset customers • Possibility of inability to open the Terrace in time for Graduation • Potential to upset the graduating class of 2016 • Lack of bathrooms available at the initial Terrace reopening
challenges • Memorial Union “Purists” are concerned about destroying the atmosphere and historical background of the Memorial Union and Terrace • Potential backlash after the reopening
key strategic principles target audience
primary Current & Graduating Students
secondary
Alumni (Members & Non-Members)
tertiary Community Members & Prospective Students
positioning strategy As the focal point of the UW-Madison campus, the Memorial Union will be marketed as the campus leader in positive student experiences. 7
key strategic principles important product attributes Infamous Terrace Chairs Modern Food Selections Lake access & Lake Views Hoofers Free WiFi Alcohol License Private Docks
customer benefits
Community Gathering Place Stay Awhile Atmosphere Unique Ambience Variety of Dining Options WiFi Accessibility Lakefront Views
campaign media rationale Social media
The Wisconsin Union has an incredibly strong social media presence with over 16,000 followers. Building on this platform, social media is a highly time and cost-efficient way to reach primary target audiences. In addition, social media is interactive and shareable, reaching large audiences.
Print will be used as an information source, providing visitors with insights about upcoming Union events. In addition, print serves as a valuable advertising tool, reaching consumers and reminding them about the Memorial Union.
Video
Interactive media, such as video, will be used for emotional appeals. The Memorial Union is attached with emotions, stories and histories that can be captured on camera. Features will be shared on the university website and social media accounts.
Outdoor
Outdoor banners and signs will serve as quick reminders to campus and community members about the Memorial Union and the Terrace. Utilizing the unique brand identity and voice, Outdoor serves as another method to engage with our consumer.
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creative directives two distinct campaigns terrace reopening: “We Saved You a Seat”
Primary audience
the first floor reveal: “Everybody Loves a Good Comeback”
Primary audience Students
secondary audience
Students
secondary audience Alumni
Alumni
key creative components 10 Days of Terrace
Social media and small event campaign aiming to engage the target audience and encourage attendance at the soft opening of the Terrace.
Alumni Outreach
Partnering with the Alumni Association and alumni bars, we will build relationships with alumni, encouraging them to use the Terrace.
message platforms Print
Promotional
Social Media
Video
tertiary audience Madison Community
key creative components
Rebranding
Beginning by naming the new food concepts on the first floor and continuing throughout our campaign, we aim to deliver appealing and informative messages to create excitement about the first floor opening.
message platforms Print
Promotional Social Media
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Creative brief
campaign overview Mad Minds’ campaign for the Wisconsin Union focuses on marketing strategies and tactics to unveil the new renovations at Memorial Union. Carried out in two distinct campaigns, the creative messages aim to foster excitement about the Memorial Union, encourage consumer engagement through social media and continue building brand loyalty. The creative messages will be carried out in two distinct campaigns: the reopening of the Terrace in Spring 2016 and the first floor debut in Fall 2016. Each campaign emphasizes unique creative directives while combining into a streamlined, integrated marketing plan when combined. The bold colors and fun text of our messages speak to our three primary audiences: students, recent alumni and Madison community members. The goal for the campaign is to promote consumer engagement. With the reveal of the Terrace and first floor, the creative campaign aims to engage consumers and increase the likelihood that the consumer will choose Memorial Union over a variety of other venue and restaurant substitutes. In order to encourage consumer action, the campaign utilizes welcoming and fun dialogue. In addition, social media campaigns such as the 10 Days of Terrace create a conversation with the Memorial Union target consumer. Print media, displayed on and near campus as well as in local publications, serves as a reminder to visit the Memorial Union. In addition, print media about the first floor renovations will be displayed near the point of purchase, reinforcing consumer desire to choose the Memorial Union. Video and social media will serve as a means to communicate small reminders, promotions and information on a regular basis. Both creative messages emphasize the community atmosphere of Memorial Union. It’s not just a student union, but a place where students, faculty and community members come together. Thus, the tone is friendly, playful and vibrant like the facilities. The Terrace rebrand speaks to the emotional tie students and alumni form with their student union and the first floor debut incorporates bold, eyecatching slogans and colors. With two distinct campaign messages, Mad Minds will create a unique space in the media mix for the Wisconsin Union. We will maintain the strong brand image of the Wisconsin Union while fostering community engagement and excitement.
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creative objectives
1
Maintain the established brand positioning of the union
2
Create awareness and excitement for the new consumer benefits
3
Market the Union as a place for positive student, faculty and community member experiences
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Employ platforms and message mediums that will strategically reach the largest portion of the intended audience
campaign messages
campaign message strategy message tone & appeal
selling premise
The selling premise of the campaign focuses on the uniqueness of The Terrace and Memorial Union and the new attributes that will be accessible after the renovations are complete. For The Terrace, the campaign is centered on important product attributes and customer benefits, such as the iconic Union chairs and soon-to-be bigger Terrace space. While other highlighted product attributes include an updated food and beer selection and better lake views, the campaign seeks to “sell” Memorial Union through emotional appeals. The Union is a place to gather with friends, teachers and family; a place to study, eat or hang out; a place that is unique to the UW-Madison campus and the greater Madison community as a whole.
big idea
By strategically separating Memorial Union into two parts (the renovation of the first floor and the Terrace reopening), this campaign employs two individual big ideas, but both maintain unifying elements. For the Terrace campaign, the driving message is “We saved you a seat.” This idea calls for consumers to return to the new and improved Terrace and makes the audience feel welcome and wanted. We aim to reach the secondary target market, UW-Madison alumni by developing campaign messages around the theme “We miss you too.” The second portion of the campaign focuses on the first floor reopening. The big idea is centered around the phrase, “Everybody loves a good comeback” due to Memorial Union’s inaccessibility during renovations. This concept maintains the modern, witty tone of previous Wisconsin Union marketing materials and attempts to excite students, faculty, alumni and community members with the amazing updates to the Union.
unifying elements 14
The campaign communicates a light-hearted and witty tone that appeals to our primary markets: young students and recent graduates. With bold text and colors, the message appeals to students, faculty, alumni and the greater Madison community. The Terrace Reopening creates a welcome home appeal while the first floor reveal communicates the vibrancy and plethora of choices available at Memorial Union.
Overall, the campaign’s messaging is rooted in the personification of both Memorial Union and the Terrace. By personifying the Union, consumers are drawn in through emotional appeals as opposed to purely product attributes. In addition, the campaign relies on fun, exciting messaging through bold colors and body text. Throughout the campaign, the Wisconsin Union maintains a distinct personality and character.
terrace reopening “We Saved You a Seat” The Terrace campaign focuses on the slogan, “We saved you a seat.” This campaign will be implemented through print advertisements, the Union’s social media outlets such as Facebook and Twitter, and promotional giveaway items. All of these components work together to create an emotional appeal to the audience, reminding them about the upcoming opening of the Wisconsin Union Terrace.
Print Advertisements
Promotional Items
Banners
Social Media
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print messages
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print messages
Each print advertisement features a series of Terrace chairs with a single stand-out chair in a contrasting color. The headline and body copy personifies the Terrace using a friendly, welcoming tone. Emphasizing both an emotional appeal and physical product attributes, such as increased space on the renovated Terrace, the print advertisements closely align with the tone and personality of the “We Saved You a Seat� campaign. The bright Terrace colors and visually appealing graphic grabs passerby’s attention while the body copy provides insight on the newly reopened Terrace. In addition, the single seat communicates that the Terrace saved each individual a spot to create his or her experience at the Terrace. These print messages represent the essence and atmosphere of the Terrace through vibrant color, text and iconic symbols.
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print messages
We Saved You a Seat
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print messages
We Saved You a Seat
We Saved You a Seat
These print advertisements incorporate a large, single union chair that aligns with the overarching theme of the Terrace reopening campaign, “We Saved You a Seat.� Featuring a large Terrace chair, these print messages personify the Union and welcome students, faculty, alumni and community member back to the facility. The bold image and welcoming text provide an emotional appeal, integrating the ads within the Terrace campaign. The bright, colorful background and the iconic Terrace chair work together to grab the audience’s attention.
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Promotions
Understanding the limitations of a soft Terrace opening, the 10 Days of Terrace is the perfect way to celebrate the newly renovated space. Over the course of ten days, students, faculty and community members can take advantage of the renovations including more space and better lakefront views. Individual activities include free Babcock Ice Cream, Yoga at the Terrace and other theme days that emphasize the services the Wisconsin Union has to offer, including Wheelhouse Studios and Hoofers. The ten-day promotional aims to peak interest in the Terrace while generating awareness and consumer enthusiasm.
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Promotions
In a partnership between the Wisconsin Union and the Wisconsin Alumni Association, the Terrace reopening seeks to encourage alumni membership and trips back to campus. Distributed to popular alumni bars in cities with strong alumni bases such as Chicago, Milwaukee, New York and San Francisco. The coasters feature warm, heartfelt language that echoes the sentiments many feels alumni feel about their alma matter. Printed in the iconic Terrace chair colors of orange, yellow and green, the coasters represent small piece of the Terrace even if you are miles away. The Terrace coasters serve as promotional take-away pieces that will encourage alumni to check out the Wisconsin Union website and consider a trip back to campus.
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Promotions terrace paver Build the Union. The Terrace Paver Campaign enables students, faculty, alumni and community members to leave a lasting mark on their Wisconsin Union while supporting the lifelong missions of the Union. This campaign is especially relevant to two of our primary markets: students and alumni.
Buy a brick.
The Terrace Paver informational brochure will be available to the public who visits the Terrace, providing information about the Campaign and how to get involved.
outdoor banners
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Utilizing the outdoor space leading to the main entrances of the Memorial Union, banners echo the sentiments expressed in our big idea. The banners combine bright, eye-catching colors with bold phrases that match the personification of the Wisconsin Union throughout our creative campaign.
Promotions Student swag Sunglasses with the iconic Terrace logo will be distributed on campus at popular places such as Bascom Hill, Gordon Commons, Union South and Dejope Hall to announce the reopening of the Terrace. Sunglases are extremely popular merchandise for students and practical for spending a warm afternoon on the Terrace. Sunglasses will be distributed for free during the 10 Days of Terrace but they will be available for purchase following the promotional week. Laptop decals in the bright Terrace colors, green, yellow and orange will be available for purchase to celebrate the reopening. The Terrace logo is a great way to display Wisconsin pride through an iconic symbol.
coupons Correpsonding with the soft opening of the Terrace and 10 Days of Terrace, coupons will be distribtuted at the outdoor dining venues such as the Brat Stand and Daily Scoop. The coupons will be redeemable for the first floor reveal, encouragining customers to come back and check out the completed renovations.
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Social MEdia facebook
instagram Sample Captions: “The Terrace is coming back, and it’s going to be better than ever. Join us for #TenDaysOfTerrace and celebrate everything you know and love about your favorite campus hangout.” “Sun salutations and sunbursts. Thanks for celebrating Day 4 of #TenDaysOfTerrace
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Social Media aims to create a dialogue and interactive space between the Wisconsin Union and its consumers. Facebook posts, Twitter updates and Instagram photos will use the same lighthearted tone of the campaign messages, continuing to create a cohesive campaign. In addition, social media enables the Union to engage with its consumer and gain key insights on ways to continue improving the Union.
First Floor Reveal “Everybody Loves a Good Comeback” The first floor campaign revolves around the theme of Memorial Union as a comeback story. The first floor of the building, beloved by the UW-Madison community, is ready for its return to the spotlight. This campaign will be implemented through print advertisements, an informational brochure, and the Union’s social media outlets. Overall, the campaign functions as a call to action to generate community excitement and awareness of the reopening of Memorial Union’s first floor. Complete campaign cohesion is demonstrated through the use of vibrant colors and personification.
Print Advertisements
Brochures
Restaurant Branding
Social Media
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Print Messages
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Print Messages
Each print advertisement features a different comeback phrase, keeping in line with the over-arching theme of the first floor campaign. The headlines and body copy employ a witty tone, integrating the ads within the personality of the Wisconsin Union as a whole. The bright blocks of color combined with the large headline work together to grab the attention of the audience. The use of vibrant colors in a geometric configruation presents a modern and fresh take on the branding of the Memorial Union. The main visual also creates a sense of mystery, pulling the audience further in to the message.
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Print Messages Brochure part 1
The Building
Alumni Park
Views
The east wing and core of the Union were restructured to showcase better views of Lake Mendota.
The Memorial Union
Comeback!
Along with infrastructure and accessibility updates, the Memorial Union underwent sustainability updates that transformed the building into a certified Gold Standard building as defined by the Leadership in Energy & Environmental Design program.
The Wisconsin Union and the Wisconsin Alumni Association partnered to create Alumni Park, a beautiful green space centered between Library Mall and the Terrace. Alumni Park begins with the Welcome Plaza outside the front of the Union. The paved path of Alumni Way leads from the Welcome Plaza down to Progress Point, on the shore of Lake Mendota. Bright gardens and green space line the path and fill in the space that was once a parking lot. Alumni Park enhances the beautiful views of Lake Mendota and honors the Wisconsin Idea and the UW-Madison Alumni.
Union Memberships We’re bringing you our comeback, so it’s time for you to come back! Becoming a member at the Memorial Union is the best way to experience Madison. Union members get access to exclusive events and discounts. Visit www.union.wisc.edu for more information on becoming a member.
The Memorial Union Reinvestment began back in 2014. Phase I, which was completed in Summer 2014, consisted of updating plumbing, electric and air systems of the west wing. In September 2015, Phase II of the project began. Phase II involved updating infrastructure, accessibility and sustainability of the east wing, central core and Terrace.
Now the Memorial Union is ready for its comeback.
The Memorial Union brochure highlights the best features of the Memorial Union Reinvestment. The brochure is a tool to inform all visitors of the new features at the Union. It takes students, alumni and community members through the process of the Reinvestment and explains the updates to the building, the creation of Alumni Park and the development of the new dining facilities. It also serves as a reminder to purchase a Union membership and take advantage of all the Memorial Union has to offer.
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Print Messages Brochure part 2
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restaurant branding 1929 Bar & Lounge
The name“1929 Bar and Lounge” has a few ideas behind it. First, 1929 maked the end of prohibition in Wisconsin, which was four years before the rest of the United States repealed the amendment. Second, 1929 was the first full year of Terrace availability. It originally opened in October of 1928 but could not be used due to the winter months. Wisconsin is a state that has a long history of beer and specialty breweries, and people see good beer as a part of Wisconsin’s culture. The interior design concept, an elegant black and white theme with old grayscale pictures of the original terrace, would attract older alumni, but also peak the interests of current students who may be interested in the history of the Terrace.
Bella Vista This restaurant name means “beautiful view” when translated from Italian to English. With the renovations streamlining access to Lake Mendota and with plans to add more windows, it’s a fitting name for the fast-casual Italian eatery. We wanted to incorporate the italian culture of the cuisine into the scenic lakefront environment the restaurant would be located in. The result was Bella Vista, short, catchy and holding a special meaning.
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Social Media facebook
instagram Sample Captions: “We’re back. We missed you too much to be gone for long.” “Memorial Union sunsets are back” “Six new restaurants? Too good to be true - stop by MU to check them out for yourself.”
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Social Media promotional video
The creation of the “This is My Union” video fosters a reach to current UW-Madison students, allowing a greater relationship to form between the Wisconsin Union and its largest audience. By establishing “This is My Union” as a slogan that links together the students in the video, students watching are encouraged to think about what constitutes “their Union.” In this way, they are reminded of their relationship with the Wisconsin Union and invited to come back and continue building that relationship. The video focuses on the emotional appeals of the pre-renovated Terrace and the value the post-renovated Terrace offers to current students.
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Wisconsin Union Campaign Plan Book