2. Mike Denruiter
Jennifer Dineen
Taylor Harvey
Molly Reich
Maggie Sams
Gemma Wilson
Penetrate the cluttered media environment
Illuminate the consumer
We are Invisible. Our effects are Ubiquitous.
All encompassing - full-service consortium
4. What We Know
•
The Union is a self-supporting, non-profit organization
o No tax dollars
•
•
Mini Courses (short, informal, non-credit classes)
Brat Stand and food truck
o Slow-roasted pork and fire-seared chicken
•
•
Free music and film events
A new outdoor recreation space: Alumni Park
MEMBERSHIP =
$$$$
5. SWOT Analysis
Strengths
•
•
Terrace
Outdoor recreation (sailing, kayaking,
Weaknesses
•
•
Reinvestment Project construction
Terrace inaccessibility during winter
canoeing) and outdoor rentals
•
•
Hoofers
Terrace After Dark (free music & film
events)
•
Mini Courses
Opportunitie
•
•
s
UW student/member-only benefits
Increased social media = more
community engagement
Threats
•
Nearby restaurants/bars with patios
(i.e. State Street Brats, Vintage,
Johnny O's)
6. Key Strategic Principles
•
•
•
Maintain existing membership and target potential
new members
A strategic campaign emphasizing member benefits
would be beneficial
Union South services are also accessible with a
Wisconsin Union membership
o Does not benefit Memorial Union to treat Union
South as a competitor
8. Target Audience
•
•
•
Active Community Members
o Young families
o Empty-nesters
University Visitors
o Conferences
o Performances
o Academics
Recent Graduates
o Lifetime membership
**Current UW students will benefit from these messages, but they will not be
the target audience.**
9. Key Product Attributes
•
•
•
•
•
•
•
•
Gorgeous location
Waterfront access
Great beer selection
There's only
one Wisconsin
Memorial Union.
Watercraft parking
Fabulous food and beverage selection
Babcock Daily Scoop
Free entertainment (movies, shows)
*Always family friendly
10. Key Benefits of Membership
Membership benefits:
•
•
•
•
•
Ability to purchase beer
Outdoor sports
Discounted activities/courses
10% discount in Union store
Discount hotel rooms
11. Campaign Strategy & Positioning
•
•
•
•
•
•
There is another Union, but members gain access to
benefits at both facilities
You don't have to be alumni to join!
The Wisconsin Union is a place for the community to
gather
It is a place of tradition and nostalgia for alumni who went
here years ago
Proud alumni have the opportunity to give back to the
community
We will position this as the Union of Madison Community,
the Badger Family and the Wisconsin Tradition
12. Creative Directives
•
•
•
Advertise the benefits of Wisconsin Union
membership
Highlight the Reinvestment Project
including the new and renovated facilities at
Memorial Union
Promote family-friendly events and activities
14. Campaign Media
•
•
•
Newspaper
advertisements
o Highlight free events
o Weekly calendar
•
•
Magazine ads
o Local magazines
o Alumni publications
Radio
o Local stations
o Campus Radio
•
Online
o Banner ads
o E-newsletter
Social media
o Facebook
o Instagram
o Twitter
o Pinterest
Other
o B-Cycle
15. Message Tone and Appeal
•
•
Emotional appeal
o
The one-of-a-kind experience of Memorial Union
Informational appeal
o
o
New features
New facilities
Tone:
Friendly
Informal
Fun
•
•
•
16. The Union Experience
Madison Community.
Badger Family.
Wisconsin Tradition.
It is one of a kind.
Membership makes it.
19. Print
- Focuses on Madison Community & Union
Reinvestment Project
- See that classic Lake Mendota sunset
somewhere new -- brought to you only by the
Memorial Union!
