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YOUR TEAM
Lesly
Fabiola
Paige Nicole
Addison Kateria
n. /saj/
1. Cleansing: from the cura5ve proper5es a8ributed to the plant.
2. From La5n sapere “have good taste, from root *sap-‐ “to taste.”
3. “Man of profound wisdom,” from old French mid-‐14c..
NOW, LET’S GET STARTED.
GETTING STARTED
From the outside looking in. Industry Company History PR Compe55on
OUR VISIT
OUR VISIT
You vs. Them • UCO, welcoming people, warm and
homelike atmosphere • Citrus Club, Everyone is interested in
their own personal purpose for being their
What makes the UCO unique? • It’ s not about business here. It’s more
about building connec5ons and bonds.
OUR VISIT
“I felt like I was pledging my sorority again. I liked that they were thorough and checking
for authen5city.”
“You don’t come to do business. You come to get
away.”
“Social capital is key.”
OUR INSIGHT
PEOPLE
ATMOSPHERE
&
YOUR REBRAND
YOUR REBRAND
Amicable environment
Friendly people
Change in current logo
= +
YOUR REBRAND
Non-‐members: Do you know what the University Club of Orlando is?
Yes (8%)
No (92%)
YOUR REBRAND
“PRESTIGE”
“EXCLUSIVITY” “FRIENDLY”
“OLD”
“POOR COMMUNICATION”
“BAD FOOD”
but also…
YOUR REBRAND
Membership numbers
Need to improve
Friendship and exclusivity
Most valued benefits
CURRENT BRAND
CURRENT LOGO
YOUR REBRAND
YOUR REBRAND
The University ClubOf Orlando
The University ClubOf Orlando
YOUR REBRAND
The University ClubOf Orlando
Educa5onal philanthropy
Long-‐las5ng friendships
Powerful bonds
YOUR REBRAND
YOUR REBRAND
OTHER COLLATERAL
YOUR AUDIENCES
YOUR AUDIENCES Primary Demographics
• Males and females • Age 55+ • Income of $100,000+ • Married/re-‐married • Most have young adult children • Business/management/financial
occupa5ons • College graduates • Have lived in the present address
5+ years • Live/work near downtown • Orlando
YOUR AUDIENCES Secondary Demographics
• Males and females • Generally in their 30’s • Income of $100,000+ • Single or recently married • No children • Business/professional occupa5ons • College graduates • Live/work near downtown Orlando
YOUR AUDIENCES
MRI SHOWS
THEY READ
USA TODAY
WALL STREET JOURNAL
AARP
CIGAR AFICIONADO
PBS.ORG
WEBMD.COM
AMAZON.COM
THEY VISIT
THEY WATCH
BBC AMERICA GOLF CHANNEL
CBS SPORTS NETWORK
FOX BUSINESS NETWORK
YOUR AUDIENCES
Member All-‐Stars David Walker, 60 • Wealth Advisor • Member of UCO,
25+ years Watches: Fox News Reads: Architectural Digest, Golf Digest Drinks: Domes5c Beer
YOUR AUDIENCES
Professional Pride Elizabeth Goodman, 32 • Family Lawyer • Community-‐oriented Income: $75,000 Watches: Fox News, BBC Reads: NPR, CNN Drinks: White wine
YOUR AUDIENCES
Professional Pride Mike Rothenberg, 53
• Finance Director • Empty Nest Syndrome Income: $165,000 Watches: 60 Minutes, CNN Reads: Art Magazine, News Editorials, Business Weekly Drinks: Old-‐Fashioned
RETENTION RECRUITMENT
THANK YOU PACKAGE
THANK YOU PACKAGE
Thank You Package • Crest Pin • Event Calendar • Pen • Decal • Polo • Mini Liquor Bo8les • Pamphlet
Welcome Package • Crest Pin • Pen • Decal • Polo • Mini Liquor Bo8les • Pamphlet
RETENTION/RECRUITMENT
YOUR REBRAND
OTHER COLLATERAL
YOUR REBRAND
OTHER COLLATERAL
YOUR RETENTION
Thank You Package
Perks Program
Bundle Pricing
YOUR RECRUITMENT
Welcome Package Grand Opening Image Building
YOUR RECRUITMENT
Welcome Package
YOUR RECRUITMENT
Grand Opening
YOUR RECRUITMENT
Image Building
“LEAVE IT” CAMPAIGN
CAMPAIGN RATIONALE
PERSONIFICATION
UCO POSITIONING
&
&NO CALL TO ACTION
YOUR CAMPAIGN
YOUR CAMPAIGN
YOUR CAMPAIGN
“Leave the menu, we know what you like.”
“Leave the office, we’ll take care of business.”
MEDIA OUTLETS
MEDIA OUTLETS
PRINT • ORLANDO BUSINESS JOURNAL • ORLANDO SENTINEL • ORLANDO MAGAZINE • DIRECT MAIL
DIGITAL • FACEBOOK • TWITTER • LINKEDIN • GOOGLE ADWORDS
SOCIAL MEDIA
SOCIAL MEDIA FACEBOOK
SOCIAL MEDIA FACEBOOK
Types of Paid Adver5sements
Suggested Page Sponsored Post Events
SOCIAL MEDIA FACEBOOK
SOCIAL MEDIA FACEBOOK
SOCIAL MEDIA FACEBOOK
SOCIAL MEDIA FACEBOOK
SOCIAL MEDIA TWITTER
FIND TWITTER SCREENSHOT?
SOCIAL MEDIA TWITTER
SOCIAL MEDIA LINKEDIN
SOCIAL MEDIA GOOGLE ADWORDS
“ORLANDO NETWORKING” “ORLANDO BUSINESS” “UNIVERSITY OF ORLANDO”
“BUSINESS OPPORTUNITIES IN ORLANDO”
“BUSINESS ORLANDO” “ORLANDO CITY CLUB”
“CITRUS CLUB ORLANDO” “ORLANDO COUNTRY CLUB” “NON-‐PROFIT ORGANIZATIONS”
MEDIA SCHEDULE
MEDIA SCHEDULE YEAR 1
MEDIA SCHEDULE YEAR 2
MEDIA SCHEDULE YEAR 3
DOWNTIME
DOWNTIME
ESTABLISHING A PRESENCE
EVENTS BUNDLED PRICING PERKS PROGRAM
DOWNTIME PERKS PROGRAM
DOWNTIME EVENTS
DOWNTIME EVENTS
DOWNTIME EVENTS
Why UCO events?
Experience
Grow Old Rela5onships
Unify a8endance
Philanthropy
Excitement
Establish new rela5onships
IN SUMMARY
