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Graduate Portfolio

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  • 1. Erin Leigh Mulligan
  • 2. Erin Leigh Mulligan 2010 Graduate from The Art Institutes International Minnesota Bachelor of Science in Advertising
  • 3. Part One: AMP Media Plan pg 7 Part Two: Ad Campaign pg 45
  • 4. Part One: Media Plan
  • 5. AMP Media - Media Strategy: Erin Leigh Mulligan - - Photography: Erin Leigh Mulligan -
  • 6. Table of Contents Industry Overview............................................................................. 12 Strategic Challenge........................................................................... 12 Current Market.................................................................................. 14 Creative History................................................................................ 14 Objectives.......................................................................................... 16 Future Market Segment..................................................................... 18 Demographics: AMP Tech Student ................................................. 20 Motivations: AMP Tech Student ...................................................... 20 Preferences: AMP Tech Student ....................................................., 22 Challenges: AMP Tech Student ....................................................... 22 Demographics: AMP Professional ................................................... 24 Motivations: AMP Professional ........................................................ 24 Preferences: AMP Professional ........................................................ 26 Challenges: AMP Professional ......................................................... 26 MEDIA SOLUTION.......................................................................... 29 Promotion Kick Off........................................................................... 30 Web Banners..................................................................................... 32 Print Ads............................................................................................ 32 AMP BRANDED EXPERIENCE........................................................ 34 AMP BRANDED EXPERIENCE Phase One..................................... 36 AMP BRANDED EXPERIENCE Phase Two..................................... 36 Budget Chart...................................................................................... 38 Timing/Flow Chart............................................................................. 39 Work cited........................................................................................ 40 11
  • 7. Industry Overview The energy drink craze began in 1995 when PepsiCo released the first nationally branded energy drink Josta. Since then more than 500 different energy drinks have entered the market worldwide. In 2001 the energy drink market totaled $8 million in annual sales, by 2008 sales had grown to $5.7 billion and by 2011 the industry is expected to be worth $18 billion. Energy drinks are made with natural stimulants that provide the user with a burst of energy. Most energy drinks on the market use ingredients such as caffeine, herbal extract such as guarana, ginseng, and ginkgo bloba, B vitamins, amino acids such as taurine, amino acid derivatives such as camitine and sugar derivatives. Strategic Challenge AMP’s current need is to differentiate itself from its competitors Red Bull and Monster. Red Bull, Monster, and AMP have similar marketing strategies such as sponsoring events and extreme athletes. All three brands are targeting the same audience. Red Bull, Monster, and AMP may have the same market strategies however each brand has a vastly different media budget. Of the three brands, Red Bull has spent the largest amount of money, $51.3 million on media placement and sponsorships in 2008. AMP followed spending $18.3 million on media placement. Monster spent the least amount on media placement at only $1.3 million. Monster devoted the majority of its budget on event sponsorships and aggressive retail distribution.
  • 8. 13
  • 9. Current Market AMP’s current target audience is males between the ages 13 and 34. These men have an average household income between $10,000-$20,000. They participate in or are fans of, extreme activities such as motocross or bmx biking and they live on the edge. Creative History AMP’s current market strategy focuses on NASCAR enthusiasts by creating advertisements and promotions with Dale Ernheart Jr as the spokesperson. In the last two years, AMP has spent $30 million on advertising and promotions. Most recently, they have focused on event sponsorships for extreme sports like snowboarding and NASCAR as well having strategic heavy national distribution.
  • 10. 15
  • 11. Objectives AMP must distinguish itself from its competitors, Monster and Red Bull. Quantifiable Goal: Over the next 12 months AMP wishes to raise brand awareness by 10%. Behavioral Goal: Over the next 12 months AMP wishes to raise brand awareness within the AMP Man Market Segmentation.
  • 12. 17
  • 13. Future Energy Drink Market Segment Target Audience: THE AMP MAN User Profile: The 2009 AMP man is between the ages 18-34. He is employed either part time or full time and has an annual household income ranging from $20,000 - $75,000. He is educated and has graduated from college, a technical institute or is currently in the process of getting a degree. MRI data confirms these characteristics with high index numbers. The AMP man is a hands-on learner. He enjoys participating in group activities and has a competitive spirit. The AMP man has a hectic schedule. This busy schedule leaves him completely drained at the end of the day. MRI data suggests that the AMP man is under a great deal of stress. He needs an energy drink that will boost his energy as well as help him focus so he is able to get the job done. Market Segments: The AMP Man can be broken into two different market segments: The AMP Tech Student and The AMP Professional.
  • 14. 19
  • 15. Market Segment: AMP TECH STUDENT Demographics The AMP Tech student is male between the ages 18-24. He is a college student and has a part time job. He is currently going to the Universal Technical Institute (UTI), Motorcycle Mechanic Institute (MMI), or NASCAR Tech and lives on or near the campus. UTI, MMI, and NASCAR Tech campuses are located in California, Arizona, Texas, Illinois, Florida, or North Carolina. Motivations Career: These men are pursuing a career in the auto mechanic field. They are specifically interested in the mechanics behind extreme sports such as motorcycle racing and NASCAR Motorcycles: MRI data shows that these men frequently own or have recently purchased a new or used motorcycle for recreational purposes. Hands On: AMP Tech Students are hands on; they do their own auto maintenance. MRI data shows high index numbers for AMP drinkers who have purchased maintenance materials for their vehicles such as oil filters, tires, sprockets etc. Claritas PRIZM Lifestyle Analysis Reports: Market Potential Map of the Food and Beverages: Energy Drink shows high index numbers of occupants who live on the West Coast
  • 16. 21 Media Plan By Erin Leigh Mulligan
  • 17. Market Segment: AMP TECH STUDENT Preferences Internet: These men use the Internet a few times a day and uses auto tech websites such as alldatapro.com. Television: When relaxing they watch cable programs like FX & Comedy Central. Auto Magazines: The AMP Tech Student is always trying to better his trade. They read magazines such as 4 Wheel Off Road, Hot Rod, Road & Track, and Trucking. Radio: When they are working in the garage they listen to alternative rock radio stations like Arrow 93.1, The Best Classic Rock Channel, and Howard 93.7 Challenges Stress: The 2009 Tech Student is stressed out from balancing work, school and recreational activities. His hectic schedule sometimes leads to anxiety; MRI data shows high numbers for AMP drinkers who have experienced anxiety within the last 30 days. Sleep Deprivation: Not only is the AMP Tech Student overwhelmed, he is sleep deprived. A recent survey of Energy Drink Consumption Patterns Among College Students by Nutrition Journal, found the majority of college students drink energy drinks because of lack of sleep. 67% of respondents confirmed that the primary reason they drink energy drinks is because they are sleep deprived. Short Attention Span: The AMP Tech Student may have trouble focusing due to a short attention span. MRI data shows high index numbers for AMP drinkers who have been diagnosed with ADD or ADHD as well as high index numbers for those who have treated ADD or ADHD with herbal or home remedies.
  • 18. 23 Media Plan By Erin Leigh Mulligan
  • 19. Market Segment: AMP PROFESSIONAL Demographics The AMP Professional is Male between the ages 25-34 with an annual household income between $50,000 - $70,000. He owns his own home and lives on the West Coast. The AMP Professional is currently in the nesting period of his life. MRI data shows high index numbers for energy drink drinkers who are newlywed, in a serious relationship or have recently had a baby. He has chosen a profession where he can use his hands and be active. He is employeed in the mechanical or construction industry. Motivations Career Advancement: The AMP Professional is college educated and has chosen a career that requires him to use his hands such as working in the construction or maintenance industry. He enjoys his job and is motivated by the opportunity to advance within his field. MRI data confirms that he is college educated and is motivated by his job with high index numbers. Building a Home: He has a monthly mortgage and works hard to ensure a comfortable life style for himself and his family. He is always working on home projects such as remodeling the basement or fixing his car. MRI data shows high index numbers for purchases made by energy drink drinkers from hardware and auto stores. Claritas PRIZM Lifestyle Analysis Reports: Market Potential Map of the Food and Beverages: Energy Drink shows high index numbers of occupants who live on the West Coast
  • 20. Media Plan By Erin Leigh Mulligan 25
  • 21. Market Segment: AMP PROFESSIONAL Preferences TV: He enjoys watching extreme sports on TV as well as watching shows such as West Coast Choppers on TLC. He also rates Discovery channels number one in entertainment value, bold new ideas, orginal series and high quality. Auto Magazines: The AMP Professional keeps up on his trade by reading auto magaizines such as 4 Wheeler and Off Road and Hot Rod Magazine. MRI data shows that AMP Professionals read these periodicals. Internet: The AMP Professional uses professional websites like Alldata.com daily. Challenges Getting Older: He is getting older and settling down. He is no longer able to participate in the extreme recreational activities of his youth. New Home: The AMP Professional is a first time homeowner. When the work week ends, the AMP Professional heads home to begin a weekend full of remodeling and home maintanence, leaving him no time to relax.
  • 22. 27
  • 23. Media Solution 29
  • 24. Promotion Kick Off To kick off the campaign AMP Student Street Teams will flood the campuses of UTI, MMI, and NASCAR Tech on the first day of classes. The Amp student street teams will be handing out cans of AMP, AMP pens, AMP Notebooks, and AMP school bags. To show the AMP Tech Students that AMP understands how stressful school can be the AMP Student Street Team will distribute cans of AMP to all campuses during midterms and finals for the whole year. Not only will the AMP Student Street Team fuel the student’s energy, they will also offer tutoring services during midterms and finals. Since UTI, MMI, and NASCAR tech have classes year round, the AMP Student Street Teams will run the promotions year round.
  • 25. 31 Media Plan By Erin Leigh Mulligan
  • 26. Web Banners MRI data shows us that the AMP Tech Student is online a few times a day. According to quantcast.com, AMP Tech Students frequently access sites such as alldatapro. com, library.alldatatpro.com, and autozonepro.com. We will run web banner ads on these three web sites during the 12-month period. Print Ads Both The AMP Professional and AMP Tech Student read specific trade magazines. According to MRI data the AMP Man reads magazines such as 4 Wheeler and Off Road, Trucking and Hot Rod Magazine. We will run print ads on the back cover of Hot Rod and 4 Wheeler and Off Road.
  • 27. 33 Media Plan By Erin Leigh Mulligan
  • 28. AMP Branded Experience The AMP branded experience will be co-branded with TLC. TLC will televise the students from the moment they enter the house up until the moment they leave. The show will air in January on Thursday nights at 8pm. TLC will be the perfect channel to air the AMP Branded Experience because TLC is a network for men and women who have outgrown the antics of MTV but are not quite ready for A&E. TLC demographics are consistent with the demographics of the AMP Professional as well as the AMP Tech Students. TLC currently airs shows such as American Chopper, BBQ Pit Masters, LA Ink and Street Customs, shows that are currently watched by our target audience. The AMP Branded Experience has two parts.
  • 29. 35 Media Plan By Erin Leigh Mulligan
  • 30. PHASE ONE: Targeted at the AMP Tech Student, AMP will purchase five homes: House #1: Near UTI campus in Sacramento CA, House #2: Near UTI campus in Houston Texas. House #3: Near MMI campus in Phoenix Arizona, House #4: Near MMI campus in Orlando Florida House #5: Near NASCAR Tech in Mooresville North Carolina Each of the five homes will be completely revamped into the total AMP experience. Every room in the AMP home will be inspired by a different AMP flavor. Each location will either have a state of the art garage attached or near by. The AMP garage will be equipped with everything needed to run an auto shop. This will be a very functional garage. PHASE TWO: targeted at the AMP Tech Student and AMP Professional MMI, UTI, and NASCAR TECH students will be given the opportunity to live in the AMP house. Only students who are over the age of 21 and whose GPA is over a 3.0 will be allowed to participate. There will be an application process where students will have to fill out the proper forms and provide recommendations from teachers or employers. 25 lucky students will be given an opportunity to move into the houses. In order to stay in the AMP house the students will have to maintain a 3.0 GPA as well as generate an income and fan basis using the AMP shop. The students living in the AMP house will be given full access to the AMP garage and they will be expected to create a shop that involves their specific trade. At the end of the quarter (12 weeks) each house will be judged by the following criteria 1. Total amount of sales made at AMP shop 2. House GPA and teacher comments 3. Viewer fan votes The house with the highest total will win $1.5 million dollars ($300,000 each) to invest in a shop when they graduate.
  • 31. 37 Media Plan By Erin Leigh Mulligan
  • 32. Timing Chart
  • 33. Flow Chart 39 Media Plan By Erin Leigh Mulligan
  • 34. Works Cited “ 4x4 Trucks, SUVs & Off Road Vehicles | Truck, SUV & Offroad Vehicle Reviews - Four Wheeler Magazine .” 4x4 Trucks, SUVs & Off Road Vehicles | Truck, SUV & Offroad Vehicle Reviews - Four Wheeler Magazine . N.p., n.d. Web. 9 Dec. 2009. <http://fourwheeler.com>. “AMP.” AMP. N.p., n.d. Web. 9 Dec. 2009. <http://www.ampenergy.com/>. “ Auto Mechanic Career - Automotive Technician Training School - Universal Technical Institute - UTI .” Universal Technical Institute - Auto, Motorcycle, Marine Mechanic School . N.p., n.d. Web. 9 Dec. 2009. <http://www.uti.edu/ Automotive/tabid/57/Default.aspx>. “Buy Vending Machines for Sale, Soda & Snack Combos, Candy, Food, Ice Cream, Coffee, Used ... .” Buy Vending Machines for Sale, Soda & Snack Combos, Candy, Food, Ice Cream, Coffee, Used ... . N.p., n.d. Web. 9 Dec. 2009. <http://www. avantivendingmachines.com/>. “ CarDomain - Custom Cars, Car Pictures, Car Shows, and More .” CarDomain - Custom Cars, Car Pictures, Car Shows, and More . N.p., n.d. Web. 9 Dec. 2009. <http://CarDomain.com>. “ Charlotte .” Universal Technical Institute - Auto, Motorcycle, Marine Mechanic School . N.p., n.d. Web. 9 Dec. 2009. <http://www.uti.edu/Home/NascarTech/School/Charlotte/tabid/1027/Default. aspx>. “Custom Vinyl Decals : Rear Window Decals : Static Clings : Business Magnets : Printed Stickers : Domed Decals : Custom Printers : Die Cut Stickers : Printed Stickers.” Custom Vinyl Decals : Rear Window Decals : Static Clings : Business Magnets : Printed Stickers : Domed Decals : Custom Printers : Die Cut Stickers : Printed Stickers. N.p., n.d. Web. 9 Dec. 2009. <http:// www.d-lux.com>. “ DIRECTV | Advertising Sales | Home .” DIRECTV | Advertising Sales | Home . N.p., n.d. Web. 9 Dec. 2009. <http://directvadsales.com>. “Homes for Sale, MLS Listings Search, Real Estate Agents -- Zip Realty.” Homes for Sale, MLS Listings Search, Real Estate Agents -- Zip Realty. N.p., n.d. Web. 9 Dec. 2009. <http://ziprealty.com>. “Interactive Engagement Suite.” Break Media . N.p., n.d. Web. 18 Nov. 2009. <breakmedia.com/For-Advertisers/53/ies>. “Monster Energy Drink - Unleash The Beast - Guest - Home.” Monster Energy Drink - Unleash The Beast - Guest - Home. N.p., n.d. Web. 9 Dec. 2009. <http://www.monsterenergy.com/web/guest/home>. “ Motorcycle Mechanics Institute | Motorcycle School | MMI .” Universal Technical Institute - Auto, Motorcycle, Marine Mechanic School . N.p., n.d. Web. 9 Dec. 2009. <http://www.uti.edu/Motorcycle/tabid/59/Default.aspx>. “ NASCAR Technical Institute - NASCAR School | NASCAR College | NTI .” Universal Technical Institute - Auto, Motorcycle, Marine Mechanic School . N.p., n.d. Web. 9 Dec. 2009. <http://www.uti.edu/Home/NascarTech/tabid/58/Default. aspx>. “PepsiCo Corporate Site | PepsiCo.com.” PepsiCo Corporate Site | PepsiCo.com. N.p., n.d. Web. 9 Dec. 2009. <http://www. pepsico.com/index.html#/flash/homepage_promo.swf>. “Quantcast - Home.” Quantcast - Home. N.p., n.d. Web. 9 Dec. 2009. <http://Quantcast.com>. “Red Bull - Website Preference Selection.” Red Bull - Website Preference Selection. N.p., n.d. Web. 9 Dec. 2009. <http:// www.redbull.com/>. Rules, laws &. “Audit Bureau of Circulations.” Audit Bureau of Circulations. N.p., n.d. Web. 9 Dec. 2009. <http://www. accessabc.com>. “Source Interlink Media - Automotive Digital.” Source Interlink Media - Automotive Digital. N.p., n.d. Web. 9 Dec. 2009. <http://SIMautomotive.com>. “TV Listings Guide, TV Ratings, TV News, TV Shows - Zap2it.” TV Listings Guide, TV Ratings, TV News, TV Shows - Zap2it. N.p., n.d. Web. 9 Dec. 2009. <http://zaptoit.com>.
  • 35. “The Martin Agency The Learning Channel.” TLC. N.p., n.d. Web. 5 Dec. 2009. <www.aaaa.org/eweb/upload/initiatives/ jaychiats/2007/tlc.pdf>. “Time Warner Cable Media Sales - Cable TV Advertising.” Time Warner Cable Media Sales - Cable TV Advertising. N.p., n.d. Web. 9 Dec. 2009. <http://www.cablemediasales.com/>. “ Trucks & SUVs | 4x4 Lifted, Mini, Custom Truck & Sport Utility at Truckin’ Magazine .” Trucks & SUVs | 4x4 Lifted, Mini, Custom Truck & Sport Utility at Truckin’ Magazine . N.p., n.d. Web. 9 Dec. 2009. <http://truckinweb.com>. “ Universal Technical Institute > Home > Motorcycle > Schools > Orlando .” Universal Technical Institute - Auto, Motorcycle, Marine Mechanic School . N.p., n.d. Web. 9 Dec. 2009. <http://www.uti.edu/Home/Motorcycle/Schools/Orlando/ tabid/297/Default.aspx>. “ Universal Technical Institute > Home > Motorcycle > Schools > Phoenix .” Universal Technical Institute - Auto, Motorcycle, Marine Mechanic School . N.p., n.d. Web. 9 Dec. 2009. <http://www.uti.edu/Home/Motorcycle/Schools/Phoenix/ tabid/296/Default.aspx>. “Web Advertising Rates.” DPS Magazine - Digital Document Solutions for Business. N.p., n.d. Web. 9 Dec. 2009. <http:// www.dpsmagazine.com/content/ContentCT.asp?P=158>. 41
  • 36. Part Two: Comprehensive Ad Campaign
  • 37. More Than Cardboard Client: People Serving People - Media Strategy: Erin Mulligan - - Project Manager: Melody Vitzthum - - Art Director: Jennifer Hulst - - Copywriter: Michelle Karch - Photography by Erin Leigh Mulligan
  • 38. Table of Contents Brand History.......................................................................... 48 Challenges.............................................................................. 50 Target Audience...................................................................... 52 Objectives.............................................................................. 54 The Big Idea............................................................................ 56 Logo Redesign......................................................................... 58 Print Media: Pully.................................................................... 60 Print Media: Wheel................................................................. 62 Out Of Home Media: Billboards............................................. 64 Out Of Home Media: Mural................................................... . 66 Micro-site................................................................................ 68 Timing/Budget......................................................................... 70 Flow Chart............................................................................... 71 Work Cited ............................................................................. 72 47
  • 39. Brand History People Serving People, a homeless shelter in Minneapolis first opened its doors in 1982. It was originally a temporary shelter for chemically dependent or mentally unstable homeless men. In 1987 People Serving People started to shelter families and children. In the ‘90s they created more beneficial programs for the growing homeless population In 2002, to accommodate the needs of the homeless families seeking out shelter, PSP moved into a new building in downtown Minneapolis. The building is a 10 floor space featuring a full-service dinning hall, childhood development center, medical center, technology and library center, 99 emergency housing units and 10 two bedroom apartments reserved for long term guests. People Serving People also added new collaborative programs that offer help on building family advocacy and workforce development. Homeless Minnesota Stats The number of homeless families with children increased 27 percent for 1,318 in 2006 to 1,670 in 2009 Children, youth and young adults 21 and younger make up 45% of total homeless people in Minnesota Out of 9,000 homeless individuals 7,000 are fortunate enough to receive shelter
  • 40. 49
  • 41. Challenges The external forces facing the homeless community and People Serving People are the economy, politics, and technology. Economy: As unemployment, poverty and high foreclosure rates continue to increase in the Twin Cities, it brings new struggles for both People Serving People and the homeless community. For the last twenty years unemployment rates in Minnesota have ranged between 3 and 5 percent. Since the recent recession the unemployment rates has reached 7 percent. Foreclosures in Minnesota jumped from 20,00 in 2007 to 26,265 in 2008. This has increased the demand for public assistance like People Serving People. Politics: In 2008 Governor Tim Pawlenty passed a law regarding un-allotted funding for General Assistance Medical Care. This put an estimated 30,000 low income Minnesotans at risk for not receiving disability or Medicare and Medical Assistance. Technology: As society turns more tech savvy the daily tasks of paying bills and looking for jobs are moving primarily to the Internet. This has made it difficult for low-income or at risk homeless Minnesotans to access these services. Having a computer and Internet access is becoming a necessity rather than a luxury. The economy, politics, and technology have lead to the decrease of donations to People Serving People. The main challenge this campaign is trying to solve is the lack of donations, time, and money, to People Serving People.
  • 42. 51
  • 43. Target Audience The target audience we are focusing on is the Millennial Moms. Overview: These women are 25-35, married with young children and they own their households. They are primarily caucasian and living in the suburbs of Minneapolis and St Paul. Millennial Moms possess a college education and works in a professional job setting. They are motivated by the ability to multitask, build communities, and live goal-oriented lifestyles. They are well versed in technology and keep up by using blogs and social medias. Key Insight: The key-insight to Millennial Moms is they value word of mouth via social networking, blogs, and technology. They use social medias to gain knowledge and keep up-to-date with the community.
  • 44. 53
  • 45. Objectives Quantifiable : In the course of one year to: Raise $61,000 (26% increase) in non-corporate donations. According to the Ten Year Plan to End Homelessness in Minneapolis and Hennepin County, it costs approximately $900 a month to house a family in supportive housing, the increase donation would in turn house approximately 65 families. Increase the number of volunteer hours by 18,000. Last year, volunteers served 29,000 hours. The increase for an extra 18,000 would fill all open shifts needed at People Serving People. Behavioral : In the course of one year to: Gain awareness of People Serving People and the programs offered. People Serving People is not listed on the Hennepin County website as a resource for those in need. The estimated 2.6k visitors to the People Serving People website is small in comparison to the 4.2k visitors to Hope Street Shelter site (another homeless shelter in Minneapolis) and the 370k to the Salvation Army.
  • 46. 55
  • 47. Big Idea Message: By donating your time and money to People Serving People, you are helping the homeless while bettering your Twin Cities community. Rationale: The target audience thrives on building community and this is a simple, relevant way for them to be involved. It gives the audience an opportunity to make a positive impact on their Twin Cities community and helps people at the same time. It takes it beyond asking for money; it shows them it will help the community as a whole. Concept: Using cardboard signs to display the positive effect your donation to People Serving People will have. Rationale: The cardboard signs are an easily recognizable symbol of the homeless. Placing a more uplifting and hopeful message of cardboard signs will connect better with the target audience and show them the posititve impact their donations will have on the homeless community.
  • 48. 57
  • 49. Logo Redesign We decided to redesign the logo to something more simplistic that would be able to work across multiple platforms. We chose to add the image of people holding hand to symbolize the connections that are made in the community thanks to People Serving People. We changed the tagline to Helping Families Find Community, to emphasize that People Serving People does more than temporarily help the homeless.
  • 50. Before After 59
  • 51. Print Media Print media will be placed in Minneapolis St Paul Magazine, Minnesota Monthly, and Family Ties. The print media is focused on local magazines in Minneapolis area that feature articles about family connections, growing community and community. Pully This execution is an interactive print layout that allows the audience to have the ability to make the change. By pulling the tab from one word to the next, the audience will see the positive effect their donation can make. This is then followed by body copy that explains in depth the programs offered at People Serving People.
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  • 53. Print Media Wheel This execution is another interactive layout that allows the audience to see the cause and effect their donation creates at People Serving People. By rotating the wheel from one word to the next the audience will see the positive effect their donation can make. The body re-enforces the cycle created by the story that is told by the wheel.
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  • 55. Out Of Home Media Billboards will be placed along freeways, traveling in and out of the Twin Cities. We have chosen Interstate 94, 394 and 35W. These women are business professionals and use the freeway to commute into the city, making this a beneficial area to gain awareness. Billboards: The three billboards are read in succession, HOMELESS, DONATE, HELP THEM FIND COMMUNITY. This shows the positive effect their donations can have on the homeless community.
  • 56. 65
  • 57. Murals Murals will be painted along building of Nicollet Mall. Again, to focus on a high-traffic street in Minneapolis, where many working professionals travel during business hours. Murals: The Murals are to show where the homeless used to exist but feature a message of how they received help at People Serving People.
  • 58. 67
  • 59. Micro-site Millennial Moms use blogs and social media on a daily basis. They find their information and stay connected through the web. Micro-Site: This execution will be used to connect the audience to People Serving People by presenting information about events, programs, and success stories of People Serving People. The site also answers questions regarding donating and the progress of People Serving People participants.
  • 60. 69
  • 61. Timing/Budget
  • 62. Flow 71
  • 63. Work Cited 1. “History: People Serving People. ”. People Serving People 2008. PSP, Web January 2010. www.peopleservingpeople.org/ about/history.php 2. Boston, David. “Poverty Rates in Minnesota: Poor Residents in Inner Cities and Rural Areas Hit Hardest.” Suite 101. 20 July 2008. Suite 101. 24 Jan 2010. <http://poverty.suite101.com/article.cfm/poverty_in_minnesota>. 3. ECN. “2008 Foreclosure Rate in Minnesota”. Minnesota Home Ownership Center. 5 March 2009. Minnesota Home Ownership Center. 24 Jan 2010. http://hocmn.blogspot.com/2009/03/2008-foreclosure-rates-in-minnesota.html 4. Devorak, Petula. “On D.C. Streets, the Cell phone as Lifeline”. The Washington Post. 23 March 2009. The Washington Post Company. 23 January 2010. <http://www.washingtonpost.com/wpdyn/content/article/2009/03/22/AR2009032201835. html 5. .”White Picket Fences.” My Best Segments. 2008. Nielsen, Web. 15 Jan 2010. http://www.claritas.com/MyBestSegments/Con tent/tabs/filterMenuFrameWork.jsp?page=../Segments/snapshot.jsp&menuid=91&submenuid=911 6. “Millennial Moms 101” Mr.Youth Mr Youth, web. January 2010. http://www.mryouth.com/#HowWeSeeIt 7. “People Serving People 2008 Annual Report”. People Serving People 2008. PSP, Web January 2010. http://www.peopleservingpeople. org/news/annual_report.php 8. ”Salvation Army-Quantified.” Quantcast. 2009. QuantCast, Web. 15 Jan 2010. http://www.quantcast.com/salvationarmyusa.org 9. Hennepin County and City of Minneapolis Commission to End Homelessness. The Ten-Year Plan to End Homelessness in Minneapolis and Hennepin County. Minneapolis: Hennepin Co. 2006
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  • 65. Erin Leigh Mulligan 2010 Graduate from The Art Institutes International Minnesota Bachelor of Science in Advertising