Arts and Culture Rebrand at MSU

baremarketingsolutions

Michigan State University

rebrandingArts & Culture

2

where to find what

Table of Contents

bare marketing solutions / A&C rebrand 3

I. Memorandum 4-5II. About Bare Marketing Solutions 6-7III. Situational Analysis 8-9

S.W.O.T. Analysis 9

IV. Strategic Research 10-13 Primary 11 Secondary 12-13

V. Creative Brief 14-15 VI. Appearance 16-25

New Look 17 Identity 18 Promotional Materials 19 On-campus Presence 20 Oversized Advertisements 21-22 Interactive Design 23 Newspaper Advertising 24 Brochure 25

VII. Student Outreach 26-28 Internships 27 Grand Opening 28

VIII. Community Outreach 29-31 Year-Round Opportunities 30 Summer Opportunities 30 Winter Opportunities 31

IX. Media Plan Overview 32-33 Media Chart 33

X. Closing Remarks 34-35 Thank You 35

4

here’s to you

I.Memorandum


Thank you for extending the opportunity for us to work with you on the Arts and Culture at Michigan State University campaign. We appreciate your support throughout this process and are grateful for the creative freedom you allowed us along the way.

Arts and Culture at MSU is a diverse and exciting initiative that provides countless opportunities for students and families to get involved in. After speaking with students and families in the area, our team found that although awareness of the program is low, there is a high level of interest in the events and programs that Arts and Culture provides. Throughout this process, we have gained valuable insight on what Arts and Culture needs to do to engage the students at Michigan State University, along with the families in the surrounding areas.

After researching Arts and Culture and performing our own analysis, we were able to comprehend what MSU’s students are looking for and how you can best reach

Bare Marketing SolutionsCommunication Arts and SciencesEast Lansing, MI 48824 April 11, 2012 Arts and CultureMichigan State UniversityEast Lansing, MI 48824

Dear Arts and Culture Committee:

your target audience. Through the integrated marketing campaign we have created, Arts and Culture will gain awareness and ultimately increase attendance at events. By directly interacting with the students, creating more on-campus events and showing new forms of promotion, Arts and Culture will see an overall improvement in their brand awareness.

Again, thank you for allowing us to work with you. Arts and Culture plays an important role at Michigan State University by nurturing creative minds and encouraging a richer life. We hope that through our campaign, more people will be exposed to the benefits that Arts and Culture provides.

Sincerely,

Mark Stuenkel

Chelsea Satkowiak

Julie Vuong

Kaylin Szkrybalo

6

the best of the best

II.Meet BMSbare marketing solutions

is a full-service advertising agency proudly based in East Lansing, Michigan. Offering an integrated approach to our clients’ businesses, we work hard to deliver results in a diverse set of fields. With the skills and creative minds that our team brings to the table, bms will be sure to help you set your target and make your mark.


Mark Stuenkel Julie VuongCreative Director

I am inspired by those around me. I have been to four continents.I work hard to play hard.I strive to find a great pad thai.I believe I can do anything I set my mind to.

Account Manager

I am a coffee drinker.I have driven across America and back.I work better under pressure.I strive to bake the perfect cupcake.I believe life shouldn’t be taken too seriously.

PR Specialist

I am a public relations guru.I have a cat named Gary.I work diligently to achieve my goals.I strive for perfection. And happiness. I believe Google has the answer to everything.

Account Planner

I am a neat freak.I have been to one of the natural wonders, the Blue Grotto. I work better with a cup of tea.I strive to learn from mistakes. I believe in a good bowl of pho.

Chelsea Satkowiak Kaylin Szkrybalo

8

what we found

III.Situational Analysis


Opportunities

Threats

Strengths

Weaknesses

- Appeals to a broad range of people

- Established social media presence

- Website exposes viewers to a wide variety of events

- Associated with Michigan State University

- Strong alumni network

- Multiple venues in area to hold events

- Access to neighboring communities and large student body

- Partnerships with student organizations and local venues

- Many outlets to utilize for advertising

- Plethora of events related to arts and culture

- New Broad Museum on MSU’s campus

- Small, volunteer-based staff

- Inconsistent funding

- Outdated logo

- Organization of website

- Brand recognition

- Low awareness among students and community

- Events are not associated with organization

- Current economy and cost of events

- Local bars and other forms of nightlife entertainment

- Transportation

- Athletic events

- Other groups and initiatives advertising to same target audience

10

Gaining knowledge of the extent that Arts and Culture is known throughout campus was vital for our campaign. We handed out an extensive survey to analyze both the student body and community. This survey gained over 100 unique respondants from a wide variety of backgrounds.

what others said

IV.Strategic Research


Primary Research

How do you learn about events you attend? Are you familiar with Arts & Culture at MSU?

Those who have at-tended Arts & Culture events

According to our survey data, more than 75 percent of respondents previously visited a museum or attended an event related to arts and culture. Unfortunately, though, 76 percent of these people did not realize that Arts and Culture at MSU was connected to these events. In our research, we also found that only 18 percent of respondents were familiar with the organization, and 26 percent reported seeing the logo previously. Although this is true, most respondents

claimed to be interested in learning more about Arts and Culture at MSU. Because of the low awareness associated with our client, we created a campaign that not only reaches out to MSU students, but to the community as well. Using fliers, Facebook, TV ads and other promotional items, Arts and Culture will be able to increase its brand awareness and boost participation at related events and programs.

Facebook (67%)

No

Yes

Newspaper (19%)

Fliers (52%)

Yes

NoBillboards (25%) Direct Mail (13%)

Twitter (18%)

Email blasts (30%)

I don’t know

TV ad (21%)

Radio (15%)

12

Secondary Research

Number of households within the surrounding five miles of East Lansing participate in leisure activities within the past year.

Number of households in East Lansing who partici-pate in dance and theater activities within the past year.

According to SimplyMap, there are only three major entertainment centers for art, museum, dance and theatre in East Lansing, Lansing and Okemos. Although there is a limited number of venues, many residents in these cities have participated in activities related to arts and culture. About 58,000 households have participated in musical events within the surrounding miles of East Lansing. Additionally, about 70,000 households have attended

museum exhibitions and an estimated 68,000 households have engaged in theatre. The activity with the lowest interest within the last year was dance, generating only about 25,000 participants.

No

% of total population who participate

Leisure Activity

num

ber o

f hou

seho

lds

num

ber o

f hou

seho

lds

Leisure Activity

Yes

2,000

2,200

1,20060,000

1,600

80040,000

20010,000

1,800

1,00050,000

1,40070,000

60030,000

00

40020,000

danc

e

music

danc

e

theate

r

theate

r

museu

ms


ReferencesGeographic Research, Inc. (2008). MRI Consumer Survey Data 2000. Retrieved from SimplyMap database.

Geographic Research, Inc. (2008). Business Counts 2010. Retrieved from SimplyMap database.

Performing arts location and reach

East Lansing

Campus

OkemosLansing

14

what we thought

V.Creative Brief


Client MSU Arts & Culture

Advertising ObjectivesIncrease awareness of arts and culture within the East Lansing area

CompetitionAthletic events, local bars and other forms of nightlife entertainment

Target Audience- MSU students and alumni- Families from East Lansing, Lansing and Okemos

Problem/OpportunityProblem: Many other forms of entertainment in the area; low awareness of Arts and Culture

at MSU

Opportunity: Engage the large student body at MSU through new forms of promotions and events to increase brand awareness; reach out to the families of East Lansing, Lansing and Okemos to increase awareness in the community

ToneFun, engaging and fresh

What Our Advertising Will Do- Modernize the brand so it appeals to the target audience- Redesign the website viewers can easily navigate through the opportunities it offers- Focus on reaching students through promotional material, a student organization and

events- Focus on reaching community members through promotional material and events

16

the new you

VI.AppearanceArts and Culture at MSU

has the potential to make a positive impact on an extremely large number of people, so it’s important that the organization’s endeavors are known. With a strong brand, partnered with enticing promotional materials, you can accomplish the goal of spreading awareness among your target audience.


Logo New Look

Typographic Choice

After conducting a series of interviews on MSU’s campus, Bare Marketing Solutions found that students generally felt positively about Arts and Culture’s original logo. Some words that interviewees used to describe it were “colorful,” “creative” and “catchy.” Therefore, BMS felt that it was important to capture these same feelings in the client’s new look. Utilizing the original design, a bold color, an artistic touch and simplicity, BMS created a modernized logo to implement in Arts and Culture’s rejuvenated brand.

Univers was initially released in 1957, then reworked by the typographic genius Adrian Frutiger in 1997. This typeface consists of 63 different fonts of different weights, width and heights. This versitility will help with applications while keeping with the continuity of the brand.

The modern sans-serif typeface exudes a sense of modernity while conveying the arts in a respectful and visually interesting way.

We narrowed down the color pallet in order to simplify the viewing experience and resolve some of the conflicting areas. This allows for the logo and brand to be better spread across different mediums that can help to raise awareness on campus.

RTSCULTURE

“Culture is the widening of the mind and of the spirit.” Jawaharlal Nehru

18

Letter head Envelopes

Business Card

In order to successfully rejuvenate its brand, Arts and Culture at MSU must recreate the materials it utilizes in all aspects of business. Stamping the modernized logo on letterhead, envelopes and business cards will give the organization just the facelift it needs. These printed items display a fresh, new look that will definitely stick out in any pile of mail or stack of business cards.

IdentityJohn Smith517.663.9548 | [email protected] Lansing MI 48823

twitter: @MSUArtsweb:msuartsandculture.msu.edu

JOIN THE EXPERIENCE...

RTSCU

LTURE

at M

ichiga

n Stat

e Univ

ersity

John [email protected] Lansing MI 48823

RTSCULTURE

at Michigan State University

Dear Mark,

Totatquiaest, susant as incilluptur, sitatet umendae. Gende sit etur acillut volor am, consece pratem hilibusa cuptas doluptatem aut mossincia velesci sincto coreper umquis rehent as es mo te volor suntectorem aboreium id quibus velique et enitas aut ex estia quam doluptas quo est versper orpores ipsandis autem aut veliquiat am, to de omniat.

Ri con expernatur? Liquiae nonse el iunt.Sedigenitia sequuntem fugita quae. Accum a consequas ducid exceaturest alis poriaeped quatiatiis alis sunt, od enist

aut utempor runtus, omnihite suntota tibusan daerunt, cusaest, con prepudi dolland eligendit adit as sum haribea ruptat qui aut voluptas eat mi, occae sequae et faceped magnis quis dis ne non et volenim aut estorior autem. Hariatus est ad mi, nonsedi pitiae.

Lorendi tet es endaesciliam quamus, sum ea pratur, temporuptas assimus il ium venis re iducima sit aut erisi quibusam velluptatem incte eroribus dolorpor ad explaut ut ipsandus.

Mus eiunt. Nam as mos etum aut et laut laut modit int odignimus cuptio doluptur rempelit explia conestrumque conseque

RTSCULTURE

RTSCULTURE

at Michigan State UniversityJOIN THE EXPERIENCE...

John SmithE Lansing MI 48823


Promotional Material Playing Cards

White Boards

- Used among a wide range of ages and in a variety of settings

- Constant exposure to group when in use- Gains buzz and large participation when distributed

- Incredibly useful in residence halls and other college housing settings

- Spreads awareness due to their most popular location on the exterior of doors

- Engages target audience by creating an outlet for participation

The college student demographic has become incredibly difficult to reach, especially when trying to get a concrete message across. This is in part due to the increased use of mobile and audio devices and overexposure to advertising on a regular basis. Through survey research and one-on-one interviews, BMS found practical and effective methods for cracking into this arena. Utilizing this information, we have included a variety of promotional material in this campaign that is most likely to be successful.

Creating promotional material, or “swag,” that is both cost efficient and effective in transmitting the message is difficult. Therefore, it is important to carefully analyze different items to determine what would yield the most staggering results. Knowing that the target market must find value in the swag and is enticed by items that are generally useful, we have identified promotional material that will help deliver Arts and Culture’s message to the intended audience.


@MSUArts

RTSCULTURE

at Michigan State Universitywww.artsandculture.msu.edu

JOIN THE EXPERIENCE...of creating a masterpiece

RTSCULTURE


20

On-campus presenceAn on-campus presence is a must, especially when there’s

more than 46,000 people involved. Raising awareness of Arts and Culture at MSU is imperative toward gaining interest among the student body and getting people to events. Here are some possible options for Arts and Culture at MSU to be effective.

Chalking- Cost effective- High visibility, as MSU is a “walking campus”- Low durability and high-time investment

Sidewalk Stickers- High visibility- Durable and unique; sure to turn heads- More expensive option- Not reusable

RTSCULTURE





RTSCULTURE

at Michigan State University of creating a masterpiecewww.artsandculture.msu.edu


RTSCULTURE


of exciting theatrewww.artsandculture.msu.edu

22

Oversized Advertisements

Billboards

BannersImplementing large advertisements, like billboards and

street banners, can increase awareness and call the audience to action, especially within a community. Using large, visually appealing and informative advertisements, attention and interest can be gained quickly.

Billboards are a great way to penetrate into the community. Although pricing depends on location and duration, this form of advertising is generally cost effective, considering the presence it gives. These particular billboards for Arts and Culture rely heavily on pictures in order to capture the target’s eyes. These images can be from past performances to add merit.

Light post banners are already used by Arts and Culture at MSU and could continue serving as a great form of advertising on campus. Because brand recognition is extremely important, these banners should be updated to fit Arts and Culture’s new image. After all, congruence across mediums is key in a successful rebranding campaign.

Street banners, which are large banners that hang over streets, can be incredibly effective when they are displayed over high traffic areas (i.e. Grand River). They are extremely versatile, as they cater to both those in vehicles and on foot. Considering the benefits of street banners, these promotional materials would be especially useful in the unveiling process of the new brand and create a buzz for the campaign.


of flying

RTSCULTURE


www.artsandculture.msu.edu@MSUarts


Interactive DesignWebsite Design

Fliers

Creating and keeping an up-to-date, user-friendly website is incredibly important. This Web page was created with those two things in mind. A four option primary navigation bar better categorizes and simplifies the Web page. The sub-navigation drops down to allow a more specific location in the website.

These fliers are ready to go digital, utilizing the vast number of residence halls and cafeterias that now have TV’s dispersed throughout. This added awareness will increase attendance at events and gain steam for competitions that will be noted on later pages.

They can also be printed on inexpensive printer paper and be dispersed to a variety of bulletin boards throughout the residence halls and other locations on campus.

EVENTS

TODAYS EVENTS NEWS & BLOG

RESOURCES PROGRAMS CONTACTRTSCULTURE

Theory of MindWed. Mar. 28 2012 7:30 - 8:30 PMLocation: Wharton Center, Pasant Theatre

Theory of MindWed. Mar. 28 2012 7:30 - 8:30 PMLocation: Wharton Center

MSU Museum Wine Tasting BenefitFri. Mar. 30 2012 7:30 - 9:30 PM

HOME MUSIC DANCE MULTIMEDIA THEATRE VISUAL ARTS MUSEUMS

A Bach Cello-Bration | Monday, March 21

Art Museums Giving it the Old College TryNew York Times | Friday, March 19

Exhibit features healing, racial and social justiceMSU Newsroom | Friday, March 19

Art In The LibraryBy Ruth Ann Jones | Tuesday, March 13


TODAYS EVENTS UPCOMING

SUGGESTIONSVOLUNTEERat Michigan State University

of a wicked performance

RTSCULTURE


HAPPENING THIS WEEK

FOLLOW @MSUArts

A Bach Cello-Bration | Monday, March 21



Art In The LibraryBy Ruth Ann Jones | Tuesday, March 13

All Submissions are due this weekMonday, March 21Grand Prize will be Wharton Center Tickets!

JOIN THE EXPERIENCE...of campus as one

PHOTO COMPETITION

FREE MUSEUM DAY COMING

24

Newspaper AdvertisingAlthough some may say that newspapers are becoming

obsolete, that’s definitely not the case at Michigan State University. The State News, MSU’s student-run newspaper, is published daily and read by a great number of students, faculty, administrators and members of the community. Therefore, bms didn’t even question including State News advertisements in these campaign plans.

Due to the cost of advertising in the State News, as well

as the number of people these messages would reach, we believe it would be valuable to utilize this outlet every other month for Arts and Culture advertisements. Whether students are flipping through the paper before class or while they’re eating their lunch, the State News provides its readers with recent news, upcoming events and other announcements. Utilizing the organization’s modernized logo, interesting graphics and a simple design, Arts and Culture’s ads will definitely stand out among the rest.



of the performance of a lifetime

of thrilling theatre

RTSCULTURE


RTSCULTURE



Brochure Exterior Brochure Interior

“A nation’s culture resides in the hearts and in the soul of its people.”Mahatma Gandhi

RTSCULTURE



of community involvement

of exploring new things

of exciting theatre

Our MissionPariae cuption praest, sitam que natem culla volut aliam, sim et, comni con provide sam excepud itatur sit aspelia venest magnitae et

Upcoming EventsA Bach Cello-Bration | Monday, March 21



Elitatur aut hil iliquae. Lectem. Itatur rest millaut ut as is as eosani cus.Sed mossint excea si ut et quo mi, cusaes-tio dia acim quas sit lam, quodis nonsequ idemolorendi doluptat.Molut porundam haris eate molecerume per-rorem. Equis et, si nihic tes con esequi rerate lab in poresero molupici occus sume

FOLLOW @MSUArts

VISIT artsandculture.msu.edu

RTSCULTURE


26

what the students want

VII.Student OutreachWith a student body

consisting of more than 46,000 students, Michigan State University is practically bursting at the seam with opportunities that enhance the overall Spartan experience. Arts & Culture at MSU has the potential to be one of these opportunities. After creating internships and a student organization, giving out cool swag and developing contests in which people can participate, students won’t be able to resist getting involved with Arts & Culture at MSU.


Internship Opportunities

Students at Michigan State University are amazing; they love to be active in student organizations and are always looking for ways to enhance their resumes. Therefore, offering internship opportunities is a great way to raise awareness of Arts and Culture while providing career-related experience to students. This is an even greater idea because many internships are unpaid, so there is no expectation for an hourly rate.

Social Media Intern- Manage social media accounts- Implement weekly Facebook trivia contest- Offer tickets to events as prizes- Create videos of events and upload to YouTube- Create content for blog. This is key to getting recognized

on the internet by students and the community

Event Planning Intern- Resource for student organization - Recruit members at Sparticipation- Photography contest- Snow sculpture contest- Paint the rock- Plan summer program for children in the community

Registered Student Organization- Title: Spartans for Arts & Culture- Assist event planning intern- Free admittance into events after initial membership fee- Monthly speaker series- Trips to museums, exhibits and performances- Help in community outreach events

28

Grand Opening Event

Although gaining the attention of MSU’s large student body may seem like a pretty daunting task, one of the university’s oldest and most popular traditions has helped to gain student awareness for thousands of Spartans. Located next to the MSU Auditorium on Farm Lane, the infamous Rock is available for MSU’s students to decorate with paint. Displaying the message for the student body to see, this area proves to be a great place to promote MSU Arts and Culture, especially since it’s one of the most heavily trafficked areas on campus.

Students for Arts and Culture can utilize this outlet to promote Arts and Culture at MSU. After painting the rock and guarding it throughout the night, the organization can spend the next day handing out fliers and other promotional items to spread awareness about all of the great opportunities MSU has to offer related to arts and culture.

Student Information- Gaining student information is key in order to start

producing effective email blasts that reach to the large student body

- Raffle for free tickets will be available to fill out- Raffle winners will be announced via twitter before email,

therefore students will also have an incentive to follow @MSUArts and keep a high interest in their tweets

- This allows us to gain their email addresses with their consent and interest

Promotional MaterialsStudents have been notoriously unreceptive toward fliers

and other advertising previously done at the Rock. However, swag is something that will always create a large interest and response. Offering this is a tremendous way for the new brand and look to be dispersed throughout campus.

Materials could include:- Playing Cards- Whiteboards- Stickers- Fliers - Food and/or beverages


what the community wants

VIII.Community OutreachMichigan State University

is conveniently located among three different communities, boasting more than 180,000 people of all ages. Meaning Arts & Culture at MSU has more than 180,000 opportunities to bring families and friends together while sharing knowledge, entertainment and fun. With the help of art, music, games and movies, Arts & Culture at MSU can be credited for providing residents of East Lansing, Lansing and Okemos with exciting moments and meaningful memories throughout the entire year.

30

Summer Opportunities

Kids Summer Camp

Bi-weekly camp sessions to provide children in the community with outlets for creativity

- Arts and crafts- Games- Skits- Music

A small entrance fee is suggested to cover things that have been purchaced to make the kids camp possible

Events will be solicited and available to the East Lansing, Lansing and Okemos community.

Movies on Campus

Weekly outdoor movie screening in a local park to raise community awareness of arts and culture

- Use John M. Patriarche Park in East Lansing- Free parking- Charge a small fee for participation- Picnic style; bring blankets and food- Playground is available for children

Year-Round OpportunitiesCreating enticing promotions for the community year-round

is important for MSU Arts and Culture in order to penetrate into that demographic. BMS has suggested a few options that can be implemented alone or in collaboration with other businesses in the community. These programs will run all year round and initially will help raise awareness.

Family Discounts- Discounts for families of four or more for different events- Involves the entire family and provides incentives to bring

others

Ticket Stub Promotions- Discounts to local restaurants found on the back of ticket

stubs- This helps local business and helps gain interest in MSU

Arts and Culture- Possibility to have coupons for arts and culture events on

sporting ticket stubs


Winter Opportunities

Albert L. Lorenzo Cultural Center

Featuring multidimensional programs and showcasing themes related to science, history, literature, visual and performing arts and culture, there will be a wealth of opportunities to learn, celebrate and be entertained

- Arts and crafts- Games- Skits- Music- Small entrance fee is suggested to cover things that have

been purchaced to make the kids camp possible

Drop-In Workshops at the Center

Program runs the second Sunday of every month. The programming includes drop-in art workshops and demonstrations.

Example: Create your own spring pot with clay artist & BBAC instructor Tracey Priska.

- Cost of the event is $15 per person with all art supplies provided.

- Room for collaboration and possible lower group admittance fee

Air Zoo

- Family friendly attractions with a focus on science, history, math and the laws of nature

- Targeted specifically toward upper elementary to middle school students.

- Cost at the event is $8 per child- Room for collaboration and possible lower group

admittance fee

“Art is unquestionably one of the purest and highest elements in human happiness.”

John Lubbock

32

when you should do what

IX. Media Plan


month

Billboards

Sidewalk Stickers

Promotions

Chalking

Newspaper ads

Fliers

Internships

Student outreachCommunity outreach

Grand Opening

01 03 05 07 09 1102 04 06 08 10 12

AnalysisBMS has strategically created a media plan that will

guide Arts and Culture at MSU as they put these campaign plans into action. Beginning in the spring, the Arts and Culture Committee should begin advertising its internship opportunities to students on campus. This will allow those selected an appropriate amount of time to learn about their duties and prepare for the upcoming school year. In the fall, these interns should then be present at Sparticipation, which takes place the day before the semester begins. This opportunity will be utilized to recruit members of Spartans for Arts and Culture.

Once initial student interest is generated and a

student group is fully formed, Arts and Culture can begin implementing its “Join the experience…” campaign on campus and in the community. Sidewalk chalk and stickers can only be utilized to promote the organization and its events during the warmer months, while fliers, billboards,

newspaper ads and brochures can be used throughout the entire year. With help from student group volunteers, all of these promotional plans can be put into action. This will generate interest and attendance both at events and through social media outlets. If run correctly, the outcome of interest and interaction will be greater than anything Arts and Culture at MSU has ever seen in the past.

Brochure

34

we had fun

Thanks


We hope you enjoyed our campaign ideas and that you find a way to integrate them into your future marketing endeavors. Bare Marketing Solutions is looking forward to seeing the progress Arts and Culture at Michigan State University makes in the years to come.

It has been a pleasure working for you as a client, especially because we have learned many different dynamics of creating a fully integrated advertising campaign. This experience has given us a better understanding of what we are looking for in our future careers, and we would like to thank you for making that possible.

Thank you,

Mark Stuenkel

Chelsea Satkowiak

Julie Vuong

Kaylin Szkrybalo

Documents

Arts and Culture Rebrand at MSU