Marquette Student Media Marketing Deck

FALL 2012 CONSUMER CONTENT INITIATIVE

WELCOMESUZIE NAYLORACCOUNT EXECUTIVE

SUE D’ANDREA ACCOUNT PLANNER

GRANT WORDENCOPYWRITER

JOE BUZZELLICREATIVE DIRECTOR

ANTHONY VIRGILIOADVERTISING DIRECTOR

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 BILLINGPLANNING 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.

• Keep students 21+ on campus.

• Push the excitement surrounding these iconic bars to drive an even stronger sense of ubiquity on campus.

OPPORTUNITY AREAS:

PURCHASING FUNNEL

AWARENESS

CONSIDERATION

CONVERSION

LOYALTY

ADVOCACYADVOCACY

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

• 18-32 years old

• Values include: timeliness, personal freedom, teamwork

• A clear, strategic focus that relates to our lives

WHO WE ARE:

HOW TO MARKET TO US:

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

OWNED MEDIA

SUCCESS EXISTS WITHIN THE DOTTED LINE

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

SOCIAL

DIGITAL

Introduce and remind the idea of the campaign to the target.

Engage the target through two-way interactive communication.

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

POPCORN WARSMURPHY’S VS. CAFFREY’S

PART ONE:

THE HUBPART TWO:

THE CONTENTPART THREE:

AWARENESS

THE IDEA

• PARTIER• HARDCORE IRISH• BIG DANCER• FAVORITE MUSIC: TOP 40s• DRINK OF CHOICE: IRISH CAR BOMB

• TRADITIONAL• LAID BACK• SPORTS FAN• FAVORITE MUSIC: 90s HITS• DRINK OF CHOICE: LAKEFRONT MICROBREW

MURPHCAFF

HELLOMY NAME IS

HELLOMY NAME IS

HELLOMY NAME IS

HELLOMY NAME IS

HELLOMY NAME IS

HELLOMY NAME IS

THE HUB

THE HUB

VIDEO CONTENT

PHOTOS SPECIALS

WELCOME MESSAGE / MOST RECENT CONTENT

TWITTERFEED

CALL TO ACTION

WELCOME MESSAGELeverage this space to promote specials / recent content.

PHOTOSImagery gathered from inside the bars throughout the campaign.

SPECIALSFinally, we can help you advertise exactly what you sell.

VIDEO CONTENTTruly capture consumer involvement.

TWITTER FEEDWill pull in the corresponding bar’s Twitter feed.

CALL TO ACTIONGarner an attitudinal or behavioral response.

TWITTER POSTS

FACEBOOK POSTS

INTRODUCING THE EVENT

REMINDING THE AUDIENCE

HUMOROUS REFERENCES

CONTEXTUALLY RELEVANT

FACEBOOK POSTS

POPCORN IS EXPLODINGPOPCORN IS EXPLODING

MURPHY’S VS. CAFFREY’S POPCORN WARSSATURDAY NIGHTF I G H T S

MURPHYS VS. CAFFREYS POPCORN WARF R I D AY N I G H T $ 2 M I L L E R $ 3 S H O T O F T H E N I G H T

HELLOMY NAME IS

MURPHYS VS. CAFFREYS POPCORN WAR

HELLOMY NAME IS

HELLO

MY NAME 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 INOR CHECK OUR

TO GETINVOLVED AND

SHOW YOUR SUPPORT&

QUESTIONS ABOUT CREATIVE?

HOW IT WILL PLAY OUT

1

8

15

22

29

6

13

20

27

5

12

19

26

2

9

16

23

30

7

14

21

28

TUESDAYMONDAY WEDNESDAY THURSDAY

1/2 H TRIBUNE ADPOSTER

POSTER #2

1/2 H TRIBUNE ADFACEBOOK

1/2 H TRIBUNE ADFACEBOOK

FACEBOOK

FACEBOOK

IN BARS EVENT #1

IN BARS EVENT #2

1/2 H TRIBUNE AD

FACEBOOKTWITTER

FACEBOOKTWITTER

FACEBOOKTWITTER

FACEBOOKTWITTER

FACEBOOKTWITTER

FACEBOOKTWITTER

FACEBOOKTWITTER

FRIDAY

THANKSGIVING BREAK

PRICING

$400

$600

$400

$2,500

$600

$4,500TOTAL

STRATEGIC DEVELOPMENT

COPYWRITING

DESIGN & PRODUCTION

MSM PLACEMENT

PROGRAM MANAGEMENT

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

• FINALIZE THE IDEA & WHAT’S INCLUDED

• CRAFT TIMELINE

• DEVELOP PROCESS FOR APPROVING CREATIVE & CONTENT

NEXT STEPS:

THANK YOU