The Demmer Center is losing profits due to lack of awareness and traffic. Their brand faces challenges from negative gun perceptions and recent shootings. The proposed strategy targets MSU, LCC, and Cooley Law students as well as local families. Tactics include a green camouflage branding theme, brochures, print ads, website updates, and PR statements. Events aim to promote archery and safety education on campus and in the community. The media plan utilizes print, digital, and outdoor advertising over time.

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

2. +
Brand Problem
 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. +
Target Analysis
MSU, LCC and Cooley Law Students
Families in the East Lansing and Lansing
area

4. +
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

5. +
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

6. +
Opportunities
 Create awareness on college campuses
 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

7. +
Creative Strategy
 Colors
 Green Camouflage
 Outdoors
 Hunting and Archery
 MSU Green  College association
 Consistent Appearance
 Recognize and remember Demmer Center easier
 Creates awareness quickly
 Familiarity with surrounding community

8. +
Brochure

9. +
Brochure

10. +
Print Advertisement

11. +
Website
Interactive top page
Additional Information
about Shooting Sports,
Education, and Training
Showcase Current and
Upcoming Events
Social media profile
and About us

12. +
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

13. +
Promotions & Events
 UAB event Archery Day at the Rock
 Center of campus
 Guest Speakers
 Instructors from Demmer Center give guest lectures in
criminal justice degree classes and criminal law classes
 CATA bus route to Demmer Center
 Cooley Law and Lansing Community College

14. +
 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

15. +
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
 Cozy's and Pens

16. +
Media Selection
 Online Marketing
 Website Update
 Google Adwords
 SEO Marketing Campaign for Internet Search Engine
Optimization
 Social Media
 Facebook
 Twitter

17. +
Media Calendar

18. +
Thank You
Questions?