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Reset The Code 2.0
- 2. SMCI By embracing the diversity of people and ideas on campus, I can help make the University of Oregon a stronger community. (Single Most Compelling Idea)
- 4. WHY WILL THEY BELIEVE THIS? Universities that develop fully strategic programs of community-university engagement: - Significantly extend the membership of their university communities - Add richness to their existing teaching and research programs - Providing tangible benefits to their local communities.
- 8. Experiential advertising “can lead to enhanced customer perceived valueand, hence, decision making and [changing of] actual consumer behavior”
- 11. SILICONE STRAWS
- 12. SILICONE STRAWS 73% of Millennials are willing to pay more for goods that are sustainable, compared to 66% of consumers worldwide. [Nielsen]
- 13. STUDENT ID CARDS
- 15. Applying stickers to laptops is “ a nationwide phenomenonamongst college students,” and a “creative way to show off the beautifully unique nature of each individual person .” [The Stanford Daily]
- 16. PHASE 3 : Awareness Phase ● Runs throughout Fall 2019 Term ● Introduces campaign to entire campus community ● Excitement of Teaser & Reminder phases + education opportunities ● Explains why the campaign exists ● Daily exposure to maximize campaign recognition
- 17. 64%of US population aged 18-29 use Instagram [Pew Research Center study, February 2018]
- 19. Social media justification (needs formatted title)
- 20. website justification (needs formatted title) •digital home base •way to share long-form content RESET WEBSITE
- 22. of students surveyed reported their favorite place in the EMU is the Fishbowl Erb Memorial Union Post-Occupancy Study 32%
- 25. 16,450 On average, there are more than EMU door opens per day [EMU Door Opens Jan 2019]
- 26. PHASE 4 : Experiential Phase ● Runs throughout Winter Term ● Invites campus community to actively engage with the campaign
- 29. “Experiential marketing has the ability to transform and elevate the connections that brands build with their consumers, and that’s becoming increasingly important as consumers demand more personalization.” [source: AdWeek]
- 30. Social media justification (needs formatted title)
- 35. According to Adweek, Gen-Zers have a media attention span of around 8 seconds.
- 36. Lillis
- 37. Knight Library
- 38. According to AdAge, 84% of Gen Z pay attention to OOH ads. [AdAge]
- 39. of students surveyed reported their favorite place in the EMU is the O Lounge [Erb Memorial Union Post-Occupancy Study] 24.3%
- 40. of students surveyed reported their favorite place in the EMU is the O Lounge [Erb Memorial Union Post-Occupancy Study] 24.3%
- 41. PHASE 5 : Sustainability Phase ● Begins at end of Winter Term, then is ongoing ● Keeps the conversation going ● Invites the greater UO community (beyond campus) to learn + participate
- 43. MULTILAYERED PLEXIGLASS WALL ART “Forms of media [that physically make people stop and look up] are more powerful than ever because everything else has been diluted,” said Roald van Wyk, group creative director at Draftfcb New York. [AdWeek]
- 44. PARTNERSHIPS Division of Student Life [Clubs and Organizations] Student Services & Enrollment Management [IntroDUCKtion, Week of Welcome] Student Sustainability Center [Reusable straws] Applying stickers to laptops is “ a nationwide phenomenon amongst college students,” and a “creative way to show off the beautifully unique nature of each individual person .” [The Stanford Daily]
- 45. PARTNERSHIPS EMU [ID Card Services] Student Life Research and Assessment Team [Student Data, ID Card Scanners/iPad sign-ins] Around the O + Quick Quack [PR opportunity] Alumni Association
- 46. OTHER SUSTAINABLE ELEMENTS ● Website ● Instagram Account ● Stickers ● Reusable straws ● ID Cards ● Repeatable digital displays ● Repeatable banners ● Aura pop-ups
- 47. BASE SCHEDULE SUMMER 2019 Incoming students are introduced to the campaign at IntroDUCKtion + Week of Welcome FALL TERM 2019 A combination of traditional and experiential executions invite the entire campus community to engage with the campaign. WINTER TERM 2020 Continuation of experiential executions and implementation of strategic partnerships to ensure campaign sustainability.