The GW Athletics and Nike media plan aims to promote products from their partnership, raise brand recognition for GW Athletics, and increase school spirit. Tactics include ads in the GW Hatchet newspaper and digital/social media. Promotions involve giveaways at basketball games and partnerships with campus facilities. The low-cost plan runs January through December and is evaluated for effectiveness in meeting objectives and reaching the target GW student market. An integrated marketing approach across the university ensures a consistent brand message.

1. GW Athletics & Nike
Media Plan

3. Overview
 Competitive Analysis
 Objectives & Target Market
 Media Tactics
 Media Promotions & Logistics
 Continuity, Calendar & Budget
 Integrated Marketing & Media

4. Competitive Analysis
Bookstore
Local
Brick-­‐and-­‐
Online
Retailers
Brands
Mortar
Stores
• Alta
Gracia
• Adidas
• Sports
• Cu4er
&
Buck
• City
Sports
Authority
• Ping
• Lululemon
• Dick’s
SporGng
• Georgetown
Goods
Running
Co.
• Under
Amour
• Nike
• Modell’s
• Amazon.com
• Nordstrom

5. SWOT Analysis
STRENGTHS WEAKNESSES
 Unique, quality products  Premium Cost of products
 Broad product line themed  Lack of original Nike products offered
specifically for GW students  Customers are limited to students
 GW Bookstore has high traffic and alumni
 Reputational equity of Nike  GW Bookstore is not well known for
sportswear retail
OPPORTUNITIES THREATS
 Purchases can be made on GWorld  Competition from online & local retail
cards stores who are constantly capitalizing
 Athletes compete in Nike gear on sportswear trends
 Capitalize on online sales  Partnerships require relinquishing
 Social Media as inexpensive control, one brand could easily harm
advertising the reputation of the other

6. Objectives
 Promote products created by the GW
Athletics & Nike partnership
 Raise brand recognition and engagement
with GW Athletics
 Improve school spirit among students on
campus
 Increase sales of GW Athletics & Nike
products

7. Target Market
 Market: Foggy Bottom
 Primary Audience: GW students
 Secondary Audiences: GW faculty, staff,
alumni, parents, and DC community

8. Media Tactics
Out-of-Home
Newspaper
Digital

9. Media Promotions
 Use of jumbotron during basketball
games
 Partnership with the Lerner Health &
Wellness Center
 Free giveaways & coupons
 Personal letters to family, friends, and
alumni

10. Media Promotions
Take $5 OFF any GW & Nike
product with this coupon!
#RaiseHigh

11. Media Logistics
PRODUCTION OF
OOH: PRINT: DIGITAL:
billboards, in newspaper, banners,
and outdoor mailings, & email, &
display palm cards promo video

12. Launch Calendar
MONTH JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
GW Hatchet Ads
*
*
*
*
*
*
*
*
*
*
*
*
Outdoor Displays
Indoor Displays
Event Promotion
Video Promotion
Outreach Letters
Social Media *
*
*
*
*
*
*
*
*
*
*
*
Awareness
PromoGon

13. Budget
Media Cost per Unit Total Cost
GW Hatchet Web Banner $450/month $5,400
Ad
GW Hatchet ¼ Page Ad $331/month $3,972
Vern Express Wrap $1,500 $12,000
Banners Free: GW Creative $0
Elevator Wraps Free: GW Creative $0
Promotional Videos Free: GW Sports Marketing $0
Promotional Events Free: Pep Band, Cheerleaders, $0
First Ladies, and Athletes
E-mail Newsletter Free: Already In Place $0
Social Media Free: Already In Place $0

14. Budget
 Low cost for large reach
 Most items done through services at GW
for free
 Items that are produced externally have
both high reach & high frequency

15. Continuity: Evaluation
 Evaluate effectiveness
 Objectives
 Target market
 Media
 Changing content

16. Continuity: Repairs & Damages
 Items with no cost
 Take down immediately
 Replace as soon as possible
 Use opportunity to make changes
 Items with cost
 Attempt to repair
 Ensure quality
 If irreparable, remove and replace

17. Integrated Marketing
Communications Principles
1. Everything communicates.
2. A brand is a unified vision (the art) and a
complex system (the science).
3. Brand relationships drive brand value.
4. You can’t be externally if you are not
integrated internally.

18. Cross-Functional Team
 A team is created involving members from
all of the relevant parts of a company that
interact with customers, other
stakeholders, and with outside agencies.

19. IMC Components
 The Foundation
 The Corporate Culture
 The Brand Focus
 Consumer Experience
 Communication Tools
 Promotional Tools
 Integration Tools

20. A Unified Message
 Key = Consistency
 Keywords represented
throughout all
communication media
 #RaiseHigh

21. GW Athletics & Nike
Media Plan