1. +
Demmer Center
Six Rivers Creative Group
Adaemia Campbell, Dana Al-Nasrallah, Kathryn Theda,
Julia Brierton, Annie Stephens, Zach Peterson
2. +
Brand Problem
Current Situation
Demmer Center is losing 50% of its profits by not getting
enough traffic through its doors.
Through our survey and research majority of people are not
aware that the Demmer Center exists.
Bad PR from recent gun shootings at schools and general
bad reputation for guns.
3. +
Why people own guns?
A changing way of life.
Fear of their personal safety
Gun as a symbol
Phenomenon of loss
Trust vs mistrust
4. +
Richard Hostadter
A negative relationship between pessimism and gun ownership.
53% low on pessimism own guns and 41% high pessimism
own guns.
As people become more prone to violence, so does the
tendency to own guns.
In all situations white people are more likely to be gun owners
than are blacks
Rural residents are more likely to own guns than urban
residents.
5. +
Target Analysis
MSU, LCC and Cooley Law Students
Families in the East Lansing and Lansing
area
6. +
Obstacles
Awareness: Lack of awareness for the facility and uses by
general public.
Factors include:
Poor signage outside of facility
Lack of presence on campus and digitally on the internet
Lack of advertising and marketing due to low budget. Any
advertising has been minimally effective.
Controversial Subject Matter
Perception on all weapons by general public is mostly negative.
Gun control issues and violence in the news
7. +
Potential Clients
Demographics
College students living in the area
Local residents
Male and Female
Disposable income
Ages 18-40
Psychographics
Outgoing personality willing to try new activities
Freshmen at State looking to get involved
Families looking for a fun activity to spend time together
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Opportunities
Demmer Center Colleges
Utilize all outlets at colleges in the area to create awareness
among students
Unique state of the art facility
5 outdoor archery ranges, 2 indoor firearm ranges, spacious
lobby
Training and Education focus for archery and
shooting
Welcoming family atmosphere
Outstanding faculty
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Creative Strategy
Colors
Green Camouflage
Outdoors
Hunting and Archery
MSU Green and State helmet
Consistent Appearance
People recognize and remember Demmer Center easier and stands
out to create awareness
Familiarity with surrounding community
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Website
Interactive top page
Additional Information
about Shooting Sports,
Education, and Training
Showcase Current and
Upcoming Events
Social media profile
and About us
13. +
Public Relations
PR statement to reply in event of another shooting in the U.S.
“We at the Demmer Center want to send our condolences to the
victims and families affected in the recent shootings in (city or
state). We want to stress that our mission is safety and education
at our firearm and archery facility. We want to encourage the
public to not let the actions of this individual discourage them
from coming out to the Demmer Center and try-out our state of
the art facility.”
14. +
Promotions & Events
Demmer Center College Campuses
Michigan State University
UAB event Archery Day at the Rock
CATA bus route to Demmer Center
Cooley Law and Lansing Community College
Guest Speakers
Instructors from DemmerCenter give guest lectures in
criminal justice degree classes and criminal law classes
15. +
Promotions & Events
Sparticipation
MSU Archery Team and Demmer center hold interactive
archery booth for promotional prizes
Self-Defense Classes at Demmer Center
Lansing community Demmer Center
Hand to hand defense and pistol instruction
16. +
Media Selection
Print
Coupon Insert: 10% discount
Newspaper Insert
State News, Lansing Journal, Lansing City Pulse
Brochure
Out-of-Home
Billboard
New Sign outside Demmer Center
Promotional Merchandise
Koozys and Pens
17. +
Media Selection
Online Marketing
Website Update
Google Adwords
SEO Marketing Campaign for Internet Search Engine
Optimization
Social Media
Facebook
Twitter
