2. 1

3. TTaabbllee ooff CCoonntteennttss
Our Team
p. 3­4
Executive Summary
p. 5­6
Situation Analysis
p. 7­8
Competitive Analysis and Industry Trends
p. 9­10
Research
p. 11­12
Target Market
p. 13
SWOT Analysis
p. 14­16
Objectives, Strategy, Rationale
p. 17­18
Brand Essence
p. 19­20
Creative Brief
p. 21­24
Campaign Reveal
p. 25­26
Creative Executions
p. 27­46
Public Relations Recommendations
p. 47­48
Appendix
p. 49­50
2

4. Sapna Mistry
Creative Direction and
Copywriting
Caroline Moore
Creative Direction, Graphic Design,
and Copy Editor
Savannah Viar
Copywriter and
Competitive Analysis
3

5. Bobby Struble
PR and Situation Analysis
Meredith Elder
Research and Art Direction
Raven Pratt
PR and Situation Analysis
Emily Garrison
Research and Copy Editor
4

6. 5

7. Executive Summary
6

8. 7

9. ).
Situation Analysis
8

10. Competitive Analysis
9

11. Consumer and Industry Trends
10

12. Research
11

13. Research Findings
Overall, students are unaware of the Office of Student
Activities and Organization's role at the university. This
confusion has resulted in a lack of on­campus
involvement among students at UGA.
12

14. Target Audience:
Demographics:
Psychographic Profile:
Segmentation:
13

15. 14

16. 15

17. .
s.
16

18. Advertising Objectives, Media Strategy, and Rationale
17

19. ,
18

20. 19

21. 20

22. Creative Brief
21

23. 22

24. 23

25. 24

26. 25

27. 26

28. 27

29. • Mobile Application
• Website
• Facebook
• Twitter
• Brand Video
• Promotional Items
• Outdoor
• Print
• Special Event
• Guerilla Marketing
• Radio
28

30. 29

31. Interactive Media ­ Mobile Application
30

32. 31

33. Brand Website
32

34. 33

35. Social Media-­Facebook and Twitter
34

36. Brand Video
35

37. 36

38. 37

39. 38

40. Promotional Items
39

41. Outdoor ­ Bulldog Statue
40

42. Print Advertising­­Bus Placards
41

43. Special Event­­Freshman 15
42

44. Guerrilla Marketing­­Dog Show
43

45. Guerrilla Marketing­­Paw Prints
44

46. Radio
45

47. 46

48. 47

49. Brand Launch Events
48

50. Breakdown of Survey Questions
49

51. Responses
50