Brand experience Peoria City Soccer Presentation.pdf
Osu imc team project
1. The Ohio State University
Current Students
Presented by: The Gordon Geeks
2. Meet the Geeks!
Bryanna Rinaldi- 4th year senior, from Cincinnati, OH
Music & Entertainment Industry SA, Warner Music Group Intern
Christine Hettinger-4th year senior, transfer student from
Sinclair; Warsaw, OH native; Marketing & Intern’tl Bus
Abercrombie & Fitch Intern, FisherCares
Kathryn Edwards-3rd year senior from Dallas, TX; Psych Minor
Business Scholars Leader, Fisher Alumni Mentoring Program Director
Mark Cunliffe-4th year senior, transfer student from Ohio U
OSU Ticket Office Intern, Columbus International Film & Video Festival Volunteer
Kylie Pachol- 4th year senior from Warren, OH
Columbus Blue Jackets, Kappa Alpha Theta
DeGerald Edwards-4th year senior from Columbus, OH
Council of Black Student & Administration President
4. Presentation Overview
Advertising Problem – Current students feel
disconnected with The Ohio State University
Strategy Overview - Encourage student involvement
by engaging students outside the classroom in ways
that make our big university feel like a small
community
5. Research Findings
7 focus groups + 18 individual interviews – 61 total
76 respondents to online survey
Size: both an Asset & Liability
Large classes, students don’t feel special VS. diverse
population, abundance of activities
Involvement: opportunities are paralyzing
Students uninformed or unmotivated to find niche
Pride: Students generally like “Midwest” atmosphere
Attend OSU because of family & friends, worldwide respect
6. Research Findings - Brand Delivery
Positives:
Sporting Events- Football,
Baseball, Men’s Basketball
Games
Entire town seems to wear
scarlet & gray
Mirror Lake Jump
Athletic Facilities- RPAC,
ARC, JO, Schottenstein
The Oval
Orientation, Convocation,
Graduation
Academics
Diversity
Opportunities:
Parking
CABS bussing system
Classrooms
No technology, crowded
desks, uncomfortable seats
Contact with advisors
Hard to make appointments,
get information on scheduling
Safety
Transfer orientation
Streamlining Student Events
Calendar and Student
Organizations
8. Target Segments
Dissatisfied Students
Uninvolved, lost in the crowd, wish they had chosen a different
school, Transfer Students whose expectations not met
Apathetic Buckeyes
Go to mainstream events, need push to get involved, involved late in
college, not leaders
Buckeyes from Birth
Strong connection, associate OSU with powerful & respected people,
ambassadors, content with involvement
9. Target Segment - Apathetic Buckeyes
Profile: “Taylor Gramby”
2nd year Strategic Communication major; 20 years old
Works part-time at local Target, member of Block “O”
Follows President Gordon Gee on Twitter, occasionally
checks OUAB Calendar for events on smartphone
Favorite Moment: Studied abroad & someone yelled
“OH” to him in Athens, Greece airport
10. Research Findings - Consumer Insight
“I want to be someone more
than just a dot number.”
- 4th year Transfer Student
11. Positioning Statement
For Apathetic Buckeyes, The Ohio State
University offers a wide variety of ways to
connect to the university that create a
community within campus because compared to
other Midwest universities, we use the size and
diversity of the student body to maximize
opportunities for students to engage in activities
customized to their personal interests.
17. Visual Advertisements - Research
Ad Placement Survey -76 respondents
76% of students ride CABS bussing system less than
monthly.
Football (92%) & Basketball (62%) games most
popular programs watched on TV by current OSU
students
61% of students read The Lantern, 49% Uweekly
Followed by 25% with the Dispatch, 12% reading 614
Students rarely frequent osu.edu sites.
OUAB the most with 20% visiting
18. Visual Advertisements - Research
“Like” OSU-related things on Facebook VERY popular
98% of students like an OSU related page such as their college,
Gordon Gee, or Ohio State Football
98% visit Facebook daily; Most “too many times to
count”
60% of students don’t use twitter
Most users have it synced with Facebook
Follow Gordon Gee, Ohio State, specific colleges
Apps VERY popular.
Only 12% said they would NOT use an Ohio State application
20. Execution - Convocation
We’re Big.
We’re Big On Involvement
Greek Life
Religious
Academic
Stage, Food
Social
Philanthropic
Major-Specific
A1-Alpha Phi
A2-Kappa Phi Lambda
A3-Kappa Sigma
A4-Lambda Chi Alpha
A5-Omega Psi Phi Frat
A6-Omega Tau
A7-Phi Beta Sigma Frat
A8-Phi Delta Theta
A9-Phi Gamma Delta
B1- Chinese Christian
B2-Christian Dental As
B3-Christian Graduate
B4-Christian Legal Soc
B5-Christian Science Or
B6-Coptic Youth Fello
B7-Fellowship of Cam
C1-BuckWild
C2- Academic Team
C3-Academy of Manag
C4-Accounting Associa
C5-AGRIBUSINESS/NAMA
C6-Agricultural Communicators of Tomorrow
C7-Agricultural Education Society
C8-Agricultural Systems Management Club
Color-Coded Map with all
organizations listed
Sticky Notes
21. Execution - Student Involvement Fair
Giant dry-erase board with vinyl lettering
for students to input own their “Big Ons”
23. Execution - Student Involvement Fair
We’re Big. Big On…
Go to
BigOn.osu.edu/YourBigON/y2X7790
To retrieve your “Big On.”
Card with photo
retrieval info
+
Magnetic
picture frame
with punch-out
calendar
square magnets
24. Execution - Big On Random Acts of Kindness
Canned food drive; end of fall quarter/before break
Measure groups’ donations by weight
Winners receive a luncheon with Gordon Gee
Run time: one month
25. Execution - Big On Taste of OSU
Coordinate a booth providing buckeye candies
Distribute flyers denoting the 120+ ethnic and
cultural student organizations
We’re Big.
Big On Small Samples
26. Execution – Big On 1-on-1 Conversations
Student/Faculty Picnic On the
Oval
3rd Sunday in May
Costs to budget will include
catering the food and drinks for
the attendants
27. Execution – Big On Lasting Impressions
Graduation is a pivotal and memorable time in an
individuals life
Taking years of experience and education with you
that shapes your future
Time of reflection on memories
A key chain, like the experience, can be taken with
them wherever they go
Serves as a constant reminded of their connection to
the university in years to come
28. Execution - BigOn.osu.edu
Links to:
Ohio State event calendar
BigON events
Student Organizations
Campus Map
CABS bus route
information
29. Execution - Smart Phone App
Carmen access
Events calendar
Student organization site
30. Execution - Mandatories
The Official Ohio State University logo on bottom right
corner of all print ads
Big On Font “Century Gothic”, “khand” font inside blank
Website address on all creatives
31. Campaign Calendar
Freshmen orientation
• Late June – Mid August 2011
Convocation:
• September 19th 2011
Involvement Fair:
• September 19th 2011
Food Drive:
• Month of Nov
Taste of OSU:
• Friday, January 27th 2012
Picnic:
• Saturday, May 18th 2012
Graduation:
• Sunday, June 12th 20102
32. Communication Objectives
By the end of the nine-month campaign period, increase the
level of Apathetic Buckeyes involved in student
organizations by 20%.
By the end of the nine-month campaign period, increase the
lasting connection of Apathetic Buckeyes to Ohio State by
30%.
By the end of the nine-month campaign period, maintain
the current loyal students interest in Ohio State by 100%.
33. Budget
We're big ON: SMALL BUDGETS
Item Name
Qty
T-Shirts
Note-Pads
Magnet Frames
Maps
Web Page
Website Maintenance
Cell Phone App
Uweekly Ad Space
Lantern Ad Space
Large Print Ads (3x4ft)
Lunch with Gee
Student/ Faculty Lunch
Big ON: Board
Total Campaign Cost
(Annual)
3,040
3,040
3,040
3,040
1
1
1
3
3
10
25
500
1
Cost per
Total
$
5.00 $
$
0.80 $
$
0.65 $
$
0.49 $
$
4,000.00 $
$
530.00 $
$
5,000.00 $
$
1,580.00 $
$
1,823.10 $
$
58.00 $
$
15.95 $
$
12.95 $
$
500.00 $
$
15,200.00
2,432.00
1,976.00
1,489.60
4,000.00
530.00
5,000.00
4,740.00
5,469.30
580.00
398.75
6,475.00
500.00
48,790.65
34. Campaign Effectiveness & Accountability
Web Analytics
Website Hits, Hot Spots for popular links
Number of downloaded Applications
Compare the increase in percentage of students
participation in campus organization
My name is DeGerald and this is our group: Byranna, Christine, Kathryn, Mark and Kylie.
We will give you an overview of the research that led to our target segment. Next we will touch upon our marketing and communication strategy and the execution of our camp. We will then finish with a brief overview of our presentation and answer any questions that you may have.
We began our analysis by identifying that there was a disconnect with our target segment and the university. Therefore the goal of our campaign is to engage our target segment and create a connection with Ohio State. DeGerald stop
You can’t have a solid campaign without research, so we started with 7 focus groups and 18 individual interviews and then followed up with a survey to gain a keener insight as to which direction to take.The common themes of what are respondents were telling us seemed to fall into three categories: size, involvement, and pride. Size-it’s no secret that we are a large university, and our respondents touched on the size being both a positive and negative, saying that they feel like they get lost in the crowd, but they also recognize that because of the size they are given more opportunities to get involved in a broad spectrum of things from student organizations to university sponsored eventsThat being said, while students are aware of the opportunities to get involved, they don’t necessarily do so. A lot of the respondents expressed that they would have liked to get involved but feel overwhelmed or unmotivated to do so.students who feel less connected to the university either because of its size or the lack of direction they felt they received as transfer students –still the vast majority of our respondents are still very proud to say they attend The Ohio State University.
Highlight what students really liked about the university, and where we found some opportunities to improve (lists)Should be noted that from our research we found that the more involved the students were, the less negative things they had to say about the universityStreamlined events calendar so every students can customize their experience. Student organizations should be easily filtered to find what they are looking for based on their interests. Right now, sites look convoluted and continue to overwhelm students.
Students also expressed that they really like the “O-H-I-O” TV spot played during games
Based on our research we decided to segment current students based on involvement. Dissatisfied students are uninvolved, and are mainly just here to get in and get out. They don’t really spend a lot of time on campus. Apathetic Buckeyes like Ohio State, tend get involved in the popular social events but not much else.Buckeyes from birth are extremely involved in all aspects of campus life and have very few negative things to say about the university.
Briefly touch on why this person is a perfect example of an apathetic buckeye.
When we were doing our research we kept hearing similar themes of how the students felt like they were getting lost in the crowd of such a large university, and this quote from one of the respondents kept sticking out in our minds: “I want to be someone more than just a dot number.”
Yeah we are big. But it’s because we’re big that we have this incredibly personalized experience we’re able offer you. Which led us to our big idea..
Christine Stop
Bryanna begins. Our ads emphasize contrast. We’re taking miniature cross-sections from student life and showing how a huge university can make them student-specific. We picked universal student experiences that anyone can easily participate in, and make them seem less intimidating by magnifying them. By highlighting specific examples in our campaign, we hope to show that any student can have a unique connection with the university. As you can see, our “Big On Runner’s High” ad discusses a personal story and highlights the sports clubs and intramural teams available at OSU. Many students were actively involved in. sports in high school, and maybe weren’t good enough to be on a varsity team here, but there are many organizations they can still be a part of to reach that element
Our “Big On Small Cars” ad emphasizes the sustainability and environmental efforts around campus using the example of the student team who built the award winning Buckeye Bullet. The car broke the sound barrier which is a phenomenal accomplishment, which shows how even small student organizations can acheive really big things.
Our “Big On Small Samples” ad illustrates the diversity on campus as well as the different cultural and ethnic organizations through an individual student’s story about attending the Taste of OSU. We wanted this ad to appeal to international students, who are a large population here, and attending the Taste of OSU can make them feel like they’re back at home as well as get the opportunity to join a community of their same ethnicity. This also offers the chance for all students to learn more about other cultures they may be interested in, and join regardless of being the same ethnic group.
Our “Big On Awkward First Dates” ad highlights social connections that students can make at the university. Our personal story actually uses the example of an awkward first date, but also explains how easily relationships can be formed here on an individual level, regardless, and even because of OSU’s large size. Unexpected relationships can happen anytime and anywhere, from a new friend in class, to the first people you meet in your dorms, to the faculty that inspires you on a day to day basis. Now my fellow geek Katy will continue to explain our creatives.
Kathryn begins. Talk about where each would be placed. Talk about how reach would be an inappropriate use of funds for television advertisements, although many students watched them. We also feel like students participate in “game day festivities” that distract students from being attentive during televised games.Magazines more appropriate because students take time to read them.
Online/social media driving force in campaign because current students use so often.
Note that ellipses extend over fabric because they wrap around the side.Orientation first official touchpoint with student. Sets impression for entire summer. Return home & wear shirt find other students/alum from OSU & get excited.Involvement is set as expectation. It’s the norm.
Convocation sets the tone for how the university will run. Important to give map to make chaos seem more manageable. This will reduce choice overloadPost-its have utility, can be used over year to remind students
Encourages thoughtfulness about how campaign applies to them. Personalized message.Forces them to process message
Photo. Can be used as Facebook, Twitter, etc. Profile pictures
Forces them to get on website from the beginningSomething that will remind them of the bigger message by putting it on their refrigerators or magnetic calendars.
Incentive is very associated with OSU. Gee admired- so many people follow him on twitterMotivates people to physically get involved because they want to win and to help outCosts would be cheap – volunteers can keep track of donations, costs would just include catering the lunch
Information will be easily available to all students who wish to attend and are interested in worldly cuisine, as well as international students. Flyer have more information to make all the tables seems less overwhelmingBuckeyesrepresetative of OSU culture
Insight from focus groups– relationships with professors connect students to the university after graduationLaid back social atmosphere, oval is an easily accessible location that can accommodate a large group of peopleNetworkingOccurs 3rd Saturday in May- people can attend outside of classes
The ultimate goal is for students to have a positive connection to brand OSU. The keychain symbols OSU’s appreciate of them and their contributions to the university. OSU is is Big On you engraved in metal keychain.
Links to Ohio State event calendar (including branch campuses)We want it to be the main gate way for students to the university. Something students can set as their homepage or bookmark. Use frequently
The links students use most. Great utility.
The official OSU logo will always be in the bottom right corner and there will be a standard “Big On” font for all types of ads regardless of the medium. The website will be on all creatives in order to help drive traffic to the website.Katy stop.
This is a basic overview of the dates for our specific events held throughout the entire academic year. We want to hit on the important moments strategically spaced out which will help keep the message of involvement fresh in the students minds. Mark start
Increase the level of involvement in student organizations from our target segmentIncrease the lasting connection of our target segmentOnce we get people involved, we want to make sure they stay involved
These are the entire annual costs we have allocated to run the campaign. The web page is a rough estimate of the costs associated with developing a simple webpage and will be linked from OSU’s current website. The print ads we will be implementing have weekly time frames such as 22 for a full-size print ad in Uweekly so will have to pay to run them three times to cover the year.
Now I am going to talk about how we are going to track the effectiveness of the campaign. Using web analytics we will be tracking the number of website hits on Bigon.osu.edu We will also be able to see exactly where students are spending the most time on the page and where their eyes are most focused. Mark stop
Kylie:Now that I’ve heard what the other geeks have to say, let me wrap up. Research Findings: After holding multiple focus groups, individual interviews, and backing it up with statistical analysis from surveys, we gathered specifically how to related to the undergraduate population at Ohio State. What is important to students? And how can we make their experience more valuable to establish a connection in the future?Apathetic Buckeye: As the Apathetic Buckeye already goes to mainstream events but needs a little push to take advantage of the full experience that OSU has to offer, this target segment is ideal for our objective. Ohio State is big and these students don’t have to be lost in the crowd. They are our future as well as present leaders and can make their own impact during their time here. This impact will influence their life and strengthen their connection to Ohio State in the years to come.Communication Strategy: Our big idea is personal and relatable to every student. Everyone knows Ohio State is big. Everyone knows there are many opportunities. Getting out to students and communicating these ideas and how to be a part of the big picture will make their time here more valuable.Execution: The initial contact at orientation will establish the idea of connection and the future exciting and educational experience that await students in their time at the university. At the time of convocation and the involvement fair, the second wave of contact will be made and students will be guided to their future endeavors by the map provided, mini-notes will serve as a constant reminder and new memories established can be taken home in their pictures. Our communication strategy will then reach out to students in the form of events and personal contact. And finally, the key chain will be a constant reminder of these memories made during these contact points.Ending: Yes, Ohio State is Big! But because we’re big we have this incredibly personalized experience to offer you.
DeGerald fields questions in a robust voice “yeah we’re big. Because we’re big, we have this incredibly personalized experience we’re able to offer you”
