"Bilbo" was the name of our agency, given in jest by our professor, but the group decided to take the name and run with it. Presents a comprehensive strategic plan to a client wanting to spread positive information about marriage to millennials.

3. Research
Challenges Strengths
Cohabitation is Popular
Negative External Factors
No Role Models
Desire to Better the World
Desire to Achieve Marriage
Statistics Support Marriage

4. Situation Analysis
Millennials want marriage...
But don’t know how to succeed at it.

5. Campaign Goal
Raise awareness of the importance of marriage to society and
reinforce it as a meaningful way for individuals to achieve life’s
greatest meaning and joy.

6. Male Millennials 18-23 Male Millennials 24-29 Female Millennials
Married Millennials
Key Publics

7. “Hub & Spoke” Strategy

8. Objectives & Evaluation

9. Tactic Examples - YouTube Videos
● Short, entertaining, shareable
● Used for YouTube pre-roll advertisements
● Immediately engaging
● Based on YouTube’s “Video Playbook”

10. Tactic Examples - WiFi Hotspots

11. Tactic Examples - Mobile App: “Hooked!”

12. Tactic Examples - “TED” Talks

13. Tactic Examples - Other Social Media

14. Campaign Scope
Mountain West
Sun Belt
American Southeast

15. Key Points
Hub-and-spoke
strategic approach.
Highly targeted
strategic campaign.
Affordable with
significant results.
Raise awareness and
motivate millennials.