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C&C Campaign Deck
- 1. Calvin Curry, Liv Lake, Elyse Moore, Taylor Moore, Kenyon O'Rourke
- 3. Brand History Graduate Hotels® started in 2014 and has expanded from coast to coast. Graduate Eugene focuses on heritage, history, and hominess in each individual hotel, room, and event, that is apparent at every location. Graduate Hotels always show off their grade-A style without looking like a teacher’s pet. 3
- 4. 4
- 5. Problem A lack of connection between the local Eugene community and the college students attending University of Oregon. Of the 168,916 people living in Eugene, roughly 71,840 are college students. 5 57% 43%
- 6. Solution Graduate Eugene Hotel will be a multifunctional hotel for the community. Each month, Graduate Eugene will host an event that ties the interest of the community with the interest of college students. Every event will either be to collaborate or to celebrate with the community in some way. 6
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- 9. Hyatt Place Ace Matthew Knight Arena 9 Competitors
- 11. 11
- 13. Bus Wraps 13
- 14. Geotags 14
- 16. What Does That Mean? Who? Dog-lovers in Eugene community What? The EUG Parade and Pet Promenade Why? Graduate Hotel is pet friendly 16
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- 18. 18
- 20. 20 Map of the EUG Parade September 22, 2019 Graduate Eugene
- 21. 21
- 23. Place your screenshot here Facebook Updates Facebook will be used to help inform Graduate Eugene followers about the upcoming events that are being held. This will also be a way to communicate with other event-goers, bring up new ideas on who (or what!) to collaborate and celebrate, and create a solid community within Graduate Hotels. 23
- 24. Place your screenshot here Instagram Contest Graduate Eugene will be holding monthly contests in order to celebrate loyal members of the Graduate family. Each month will have a contest using the specific hashtag, for example: #GraduateIsPetFriendly. With these posts, the winner will be selected at random and win a swag bag. 24
- 25. Clovie Does Chalk 25 Why Clovie? Clovie is a local Eugene artists who specializes in chalk art. This is a perfect example on how Graduate Eugene is being holistic with this slogan. We would be able to celebrate and collaborate with Clovie while she helps us promote our September (and many more) events.
- 26. $6,046.(Per month) $1,189Spent on #GraduateIsPetFriendly Event 26 Budget: $35,000
- 27. Media plan 27 August September October November Traditional (Print) Non-Traditional (Buses, Boards, Partnerships) Social (Snapchat, Instagram, Facebook)
- 28. Manifesto 28 C&C is a mix of magic and dedication: Created to be creative and curated to you. We collectively put thoughts onto paper with a smooth blend of strategy and creativity. A team filled with diverse people to create divergent ideas. A caffeine addict, a Jersey girl far from home, a person with their suitcase always ready, a sports fanatic, and a cozy, cat cuddler all put together to make your concepts a reality all curated to you. We are here to create the best version of Account Executive: Elyse Moore Account Planner: Kenyon O’Rourke Media Planner: Calvin Curry Copywriter: Liv Lake Art Director: Taylor Moore
- 29. Thank you! Any questions? C&C University of Oregon 29
Editor's Notes
- liv
- Elyse
- Elyse Chicago graduate Lincoln now at the end of 2019 they will have 25 locations. WIth their quirky style and personal local touches Graduate hotel shows off their Grade-A style without looking like teachers pet. Graduate Hotels® have been making their customers comfortable and welcome since 2014 with guaranteed pleasurable stays and entertaining experiences. Adventurous Journeys (AJ) Capital Partners took on the challenge to create a once-in-a-lifetime hotel that encompasses the good ol’ days while being able to work smarter, not harder. With their business remaining positive and humble, Graduate Hotels focuses on heritage, history, and hominess in each individual hotel, room, and event, that is apparent at every location. Every guest will feel like a graduate that has never left with new experiences that make for lasting memories. Graduate Hotels always show off their grade-A style without looking like a teacher’s pet.
- Elyse Will have 25
- Elyse Maybe bring up Autzen Stadium
- Liv Multifunctional hotel Event each month Each will incorporate
- Liv Each event will tie into one of these core values Include people of eugene Support local businesses Encourage a unified community Have a home base for people across the board Become so big that each month everyone goes
- Kenyon
- Kenyon Hyatt - pricewise: very similar rates to Graduate; Hyatt is large and well known as a company - established membership/ rewards program which is attractive to customers Ace - boutique hotel in portland, very similar to Graduate (both focused on incorporating aspects of the culture of the town or city they are located in); a bit more expensive and a little smaller Matthew Knight - hosts a large amount of events; engages with mostly U of O community but also community of Eugene
- liv
- Liv Adopt a dog Campus safety month First month of school Safe sex Understanding substance abuse Mostly incoming freshman and parents Educate Thanksgiving Home away from home Establish tight knit community Become a tradition Civil war/watch party Use local vendors/businesses for food and drinks
- Liv #GraduateIs will be consistent Easy to change for each month Will help with trending and social media contests/information Willamette week Print ad for first Digital for rest Cost efficient Stay up to date Easily accessible
- Liv Magnets, decals, or any creative idea Can stay wrapped $1270 for 2 months Will catch peoples eyes Consitency is key
- Liv Stay at location $5 per 20,000 square feet Who wouldn’t want that? Promote while people are doing top golf, studying, grabbing a drink, or anything in between
- Kenyon This is a deep dive into an example that will help demonstrate how this campaign will be implemented
- Kenyon WHO - All are welcome, Eugene community, dog lovers, but we focused specifically on families looking to adopt a dog WHAT - On September 22nd Eugene Parade and Pet Promenade -- there will be an adoption event after the parade at Graduate Eugene (we will dive into the details of the event) WHY - this will be the first event, engaging the community and connecting with local organizations, giving back to the community, raising awareness for Graduate Eugene
- Liv Ideal family People who want to expand their family People who want their first child Kids who are always bugging their parents Anyone who wants to enjoy a parade Amenities Photo booth Food and drinks Raffles Pets to play with An ideal occasion
- Liv Example for specific events Around coburg, gateway, and north and south 5 exits Make a statement
- elyse
- Elyse On 6th - parade is on 8th
- elyse
- Liv Same as before Themed Make them fun Can also reach out to local artists/next collaborations
- elyse
- Liv Use the Graduate Is hashtag for each months event Swag bag per month $17 and includes: Clear bag for games Eugene sticker Notebook Pencil Rubber duck Fun for anyone Promotional
- Kenyon Local Artist engagement - she has done chalk art for local breweries and events Core value of collaboration There will be chalk art during the parade encouraging people to head to Graduate Eugene after the parade for the event
- Kenyon Out of the overall budget, about $6,000 per month on average - includes all advertising (will be higher when getting the message out initially, and has the potential to vary month to month) For this specific event, #GraduteIsPetFriendly it is estimated to cost a little over $1,000
- Kenyon Check marks = #GraduateIs as an overall campaign Different Icons = the specific ads for the event of that month
- I am digging it Liv C&C is a mix of magic and dedication: Created to be creative and curate to you. With our help, we will make sure everyone feels like an A+ student.
- liv