This document contains an executive summary and details of a marketing campaign for a university student activities office. It includes sections on situation analysis, research on target markets, objectives and strategy, brand essence, creative brief, and proposed creative executions across various channels. The team comprised various roles for creative direction, copywriting, research, public relations, and graphic design. The campaign aims to increase awareness and involvement through a mobile app, website, social media, videos, promotions, outdoor ads, print, events, guerrilla tactics, and radio. Research found students were unaware of the office's role and surveys were used to gather feedback.

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3. TTaabbllee ooff CCoonntteennttss
Our Team
p. 3­4
Executive Summary
p. 5­6
Situation Analysis
p. 7­8
Competitive Analysis and Industry Trends
p. 9­10
Research
p. 11­12
Target Market
p. 13
SWOT Analysis
p. 14­16
Objectives, Strategy, Rationale
p. 17­18
Brand Essence
p. 19­20
Creative Brief
p. 21­24
Campaign Reveal
p. 25­26
Creative Executions
p. 27­46
Public Relations Recommendations
p. 47­48
Appendix
p. 49­50
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4. Sapna Mistry
Creative Direction and
Copywriting
Caroline Moore
Creative Direction, Graphic Design,
and Copy Editor
Savannah Viar
Copywriter and
Competitive Analysis
3

5. Bobby Struble
PR and Situation Analysis
Meredith Elder
Research and Art Direction
Raven Pratt
PR and Situation Analysis
Emily Garrison
Research and Copy Editor
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7. Executive Summary
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8. 7

9. ).
Situation Analysis
8

10. Competitive Analysis
9

11. Consumer and Industry Trends
10

12. Research
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13. Research Findings
Overall, students are unaware of the Office of Student
Activities and Organization's role at the university. This
confusion has resulted in a lack of on­campus
involvement among students at UGA.
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14. Target Audience:
Demographics:
Psychographic Profile:
Segmentation:
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16. 15

17. .
s.
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18. Advertising Objectives, Media Strategy, and Rationale
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19. ,
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22. Creative Brief
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27. 26

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29. • Mobile Application
• Website
• Facebook
• Twitter
• Brand Video
• Promotional Items
• Outdoor
• Print
• Special Event
• Guerilla Marketing
• Radio
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31. Interactive Media ­ Mobile Application
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33. Brand Website
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35. Social Media-­Facebook and Twitter
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36. Brand Video
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40. Promotional Items
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41. Outdoor ­ Bulldog Statue
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42. Print Advertising­­Bus Placards
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43. Special Event­­Freshman 15
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44. Guerrilla Marketing­­Dog Show
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45. Guerrilla Marketing­­Paw Prints
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46. Radio
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49. Brand Launch Events
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50. Breakdown of Survey Questions
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51. Responses
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