1. +
Demmer Center
Six Rivers Creative Group
Adaemia Campbell, Dana Al-Nasrallah, Kathryn
Theda, Julia Brierton, Annie Stephens, Zach Peterson

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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.

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Target Analysis
MSU, LCC and Cooley Law Students
Families in the East Lansing and Lansing
area

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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

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Potential Clients
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
 Disposable Income

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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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Print Advertisement

9. +
Brochure

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Brochure

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Public Relations
PR statement to reply in event of another
shooting in the U.S.
 Send out when event occurs
 Stresses that Demmer Center is focused on the
safety and training of firearms.
 Solves issue of brand problem and consumer’s
worries about gun safety

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Promotions & Events
 UAB event Archery Day at the Rock
 CATA bus route to Demmer Center
 Cooley Law and Lansing Community College
 Guest Speakers
 Instructors from Demmer Center give guest lectures in
criminal justice degree classes and criminal law classes

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 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
Promotions & Events

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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

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Media Selection
 Online Marketing
 Website Update
 Google Adwords
 SEO Marketing Campaign for Internet Search Engine
Optimization
 Social Media
 Facebook
 Twitter

16. +
Media Calendar