3. UNIVERSITY CLUB OF ORLANDO
OVERVIEW
The Challenge
Research & Strategy
Creative Execution
Media & Budget
4. UNIVERSITY CLUB OF ORLANDO
The Challenge
The Problems:
Private club industry is down as a
whole
University Club is seen as
“pretentious”
The Goal:
Create a campaign that will high-
light the generosity and fellow-
ship that is at the core of the Uni-
versity Club
6. RESEARCH
INDUSTRY
TRENDS
- The number of private clubs has
fallen 10% in the past decade.
- Traditionally comprised
exclusively of Protestant
Caucasian men but moving
towards diversity
- Revenue generated from non-
members and general audiences
in 2013 increased to an average
of 10.5%
10. -Age 25-40 working professionals
- Work in/near downtown Orlando
- Professionals
-Social individuals with active life-
styles
RESEARCH
Target
Audience
11. Rationale:
-Highest potential for creating
strong brand loyalty
- Building their careers
- Seeking out opportunities to
branch out
- Recruiting younger generations
is vital for the Club’s longevity
12. - More visibility and brand
management is key
- Current members are the
catalyst for change
- Social media
RESEARCH
Key
Insights
13. Positioning:
- Hub for Orlando’s best and
brightest minds
- Creates strong relationships
- Empowers members to
bring about change through
Philanthropy
- Inspire
15. - Show the public that the
University Club works
FOR THE THINGS
THAT MATTER
CREATIVE EXECUTION
THE BIG
IDEA
16. CREATIVE EXECUTION
THE
Brand
- The members of the club are
as unique as the prestigious
organization they make up.
- Inspire respect and reflect the
core values of the University
Club:
Philanthropy, culture,
community, and
brotherhood.
18. LOGO
est. 1926
UNIV
ERSITY
CLUB
O
F
O R L A ND
O
UNIV
ERSITY
CLUB
O
F
O R L A ND
O
est. 1926
UNIV
ERSITY
CLUB
O
F
O R L A ND
O
est. 1926
UNIV ERSITY
CLUB
O
F
O R L A NDO
est. 1926
est. 1926
UNIV
ERSITY
CLUB
O
F
O R L A ND
O
24. INTERNAL PRODUCTIONS
BUSINESS CARD
est. 1926
UNIV
ERSITY
CLUB
O
F
O R L A ND
O
150 East Central BLVD.
Orlando, FL 32801
PETRÉA ATWELL
Membership Director
150 East Central Blv.
Orlando, FL 32801
P: 407.425.2514 F: 407.425.2517
Membership@UClubOrlando.com
est. 1926
UNIV
ERSITY
CLUB
O
F
O R L A ND
O•
41. est. 1926
UNIV
ERSITY
CLUB
O
F
O R L A ND
O
150 East Central BLVD.
Orlando, FL 32801
PETRÉA ATWELL
Membership Director
150 East Central Blv.
Orlando, FL 32801
P: 407.425.2514 F: 407.425.2517
Membership@UClubOrlando.com
est. 1926
UNIV
ERSITY
CLUB
O
F
O R L A ND
O
•
1
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4
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46. Strategy:
- Use Facebook to brand the
University Club and inform
active and prospective members
about events, promotions, and
updates.
Tactics:
- Update with pictures, videos, and
promotional material
48. Strategy:
- Connect and interact with our
target market while generating
publicity and news leads
Tactics:
- Twitter chats on local issues
- Tweets in anticipation of the
new building
50. Strategy:
- Establish the University Club
brand as an authority in the
Orlando business community.
Tactics:
- Publish news releases
- Share articles relevant to the
community
52. - To expose at least 40% of our target
market to The University Club of
Orlando through various media
outlets by January 2017.
-To reach at least 25% of our
potential target audience with an
average frequency of four or more
times throughout the two year
campaign.
MEDIA PLAN
OBJECTIVES
53. MEDIA PLAN
Key Media
Media Schedule
Medium Impressions CPM Jan Feb Mar Apr May Jun July Aug Sept Oct Nov Dec
Print
newspaper
48 $0.19
Online
newspaper
25,000 $0.26
Magazine 96 $9.16
Direct Mail 150 $9.52
Mobile app 217 $0
The media schedule above shows the recommended timing of media placement for the 2015 and 2016
calender year.
55. Newspaper
- 79% of readers took some kind of
action because of a newspaper ad
- Focuses on a target market of
prominent business leaders in
the community
- Print
- Reach: 890,000 (sun.)
- Web
- Reach: 24.6 Mil. monthly views
Direct Mail
- Exclusivity
- Most effective medium-direct
targeting
