This document contains an outline and sections for a marketing plan for a program called GEN that was previously called the TECHcelerator. The plan includes sections on research, objectives, target markets, branding, creative assets, media strategy, promotions, budget, and evaluation. The executive summary introduces GEN as aiming to make the program more approachable and accessible through defining two main consumer types and using sales promotions to reach 50% of the target market.

2. TABLE OF CONTENTS
2. TEAM PAGE
3. EXECUTIVE sUMMARY | mARKET aNALYSIS | cOMPETITIVE aNALYSIS
4. SWOT
5. Research Introduction
7. Primary Research
8. secondary research
9. Marketing and Communication Objectives
10. target market
11. brand and creative introduction
13. brand manifesto
14. creative brief
15. logo research
16. campaign palette
17. website
18. Social Media Engagement
19. media introduction
21. media objectives
22. media Strategy
23. Booths and events
24. Promotional Items
25. Reach and Frequency
26. Flowchart Fiscal 2015
27. Budget
28. Evaluation
29. Next Steps
30. Potential Contacts
Bridge Media Group combines a myriad of talents with experience in every aspect of media and digital communications. We help start companies, enhance small businesses, design unique illustrations, create websites, and manage social media sites. We are passionate about quality and are driven to exceed creative boundaries. Our goal is to come up with unique concepts and solutions that will accommodate your budget while rising above industry standards.
Audrey Cavendish
Account Executive
tyler smith
research director
aaron walsh
creative director
chad geib
research and media
lexi phillips
media planner

3. Serve the brand time man
CONNECT SHARE FRIENDLY
JOIN BRIDGE THE GAP COMMU
Serve MEDIA GROUP CONSUMER
TEACH AUDREY RELATIONSHIPS
DIRECT CAVENDISH
success TYLER RESEARCH
challenge SMITH ARTS CHAD
AARON CREATIVE GEIB l
WALSH NEW LEXI timE S
UNDERSTANDING PHILLIPS M
BENEFIT COMFORTABLE TRAN

4. EXECUTIVE SUMMARY
Developed through the Texas Tech Office of Research and Commercialization, The Techcelerator program
takes over 50 cutting edge technologies discovered in university research labs and turns them into profitable
business ventures for aspiring entrepreneurs. Because of patenting concerns, a new brand image will
be built and executed by Demo Day Fiscal 2015. The new brand, GEN, will be more approachable and
accessible to those who are already in the workforce as well as those still learning. Through research,
two main target consumers were identified: status-driven communicators and function-driven developers.
These consumers are primarily college educated adults ages 18-27 who are interested in technology and
entrepreneurship. Through sales promotion tactics such as booths, events, and digital media, GEN will
reach 50% of the target market an average of 4.1 times while not exceeding the total annual budget of
$15,000. To generate interest and awareness of the GEN program, creative advertisements will show that
GEN is a fun and innovative experience.
COMPETITIVE ANALYSIS
Program Competitors
Private agencies and the thought that entrepreneurs
want to do things truly on their own and don’t
want to hear that their idea isn’t going to work.
This emotional barrier has an impact on the user’s
willingness to participate, they’re more afraid of
having to start over with something different than
they are willing to try and make their idea more
successful.
name Competitors
As the TECHcelerator at Texas Tech is not the
only Techcelerator technology, it faces trending
competition for demo days and interest on social
media. The hashtag #techcelerator pulls up results
from various universities around the country. While
there is some share in this hashtag, potential
investors and participants will scroll past results that
aren’t relevant to their interests with Texas Tech and
Lubbock.
MARKET ANALYSIS
The TECHCELERATOR is a new program that
strives to help encourage entrepreneurs by giving
them opportunities to work with mentors and
investors in developing patents. The application
process starts in the summer, then acceptance
in the fall when participants are given funds and
a mentor to prepare for demo day in January.
Before Demo Day can go forward, investors need
to be reached and interested. Entrepreneurs start
in the summer, mentors are gathered in the fall.
Investors are sought out and brought in from fall
to Demo Day when they hopefully come in and
invest in the various projects.This cycle repeats
every year. Entrepreneurs apply, mentors mentor,
investors invest. The main purchase points
differ for each group. Entrepreneurs apply in the
summer. Mentors aid entrepreneurs in the fall
after participants are chosen. Investors purchase
on Demo Day when they are impressed by the
technologies they see. New entrepreneurs come
back the next year and the process starts again.
This is not the only program of its kind, but it is the
only one in Lubbock.
3

5. SWoTSWOTSWoT
SWoTSWOT
SWoTSWOTSWoT
SWOTSWoTSWOT
SWoTSWOT
swot analysis
According to current awareness and understanding of the brand, we assesed strengths and weakneses
and made problems into opportunities.
Strengths
The TECHCELERATOR had a successful first year
Affiliation with Texas Tech gives a professional appeal
Quick turnaround for participants: 4-month program
Initial investment of $20,000
Great support for success due to mentorship
Pre-recruited investor pool for Demo Day
opportunities
Reachable, segmented market
Rebrand launch with Demo Day
Expansion beyond Lubbock
Offers opportunity for donors to earn on their
investment
Offers access to Texas Tech patents and Research
Park
Weaknesses
Limited social media presense and interaction
Multiple rebrands diminished awareness
Website is not mobile-friendly
Low budget for advertising
Inconsistent knowledge base about the program
throughout organization
threats
Other Texas Tech programs competing for shared
funds
Applicant hesitation
Constantly changing marketplace
4

6. research

8. `
Primary Research
sample and purpose
All statistics come from a survey (194 respondents) and focus group (9 participants) conducted through Qualtrics and the Media and Communication research lab in 2014.
The purpose of this survey was to understand the problems faced by the former Techcelerator; primarily, who is interested and the overall awareness and understanding of the program.
interest
The results indicate that men are more interested in the
program while women are more hesitant.
respondents
Majors and Career Fields
The following results gave us a few more insights into the problems and opportunities the program faces. We took these ideas and further developed them as the foundation for our campaign.
41%
56%
Sociology
psychology
chemistry
marketing
biology
engineering
business
Have you heard of the TECHCELERATOR?
Would you be interested in a program like this?
93%
71%
yes
NO
Enjoyment
relationships
self-fulfillment
self-respect
achievement
Belonging
respect
security
excitement
Our survey assessed what respondents valued from life. These are their responses with the larger words being the most important.
Respondents were most prevalently on the following social media.
7

9. secondary Research
Most of our secondary research was conducted to understand when it would be most effective to launch this new GEN brand. We took strategies from a variety of sources and have decided the following to be the most effective method of doing so. make a huge splashDo everything in one big splash. This will ensure the largest overall impact and will continue waves of conversation and interest for a longer period of time. Key things to remember: Publicize before launch Generate initial interest so people are paying attention when the new brand launches. This isn’t anything major, a few flyers will be fine; you’re just trying to get noticed. Establish the website A new brand requires a new digital experience. Developing a new digital interface and having it on air when you launch is crucial as it give potential participants a consistent place to visit. Notify alumni Alumni have to be on board. You’re glad they liked the program and you want them to share it, but they have to share it as the new brand. If they go around praising the TECHCELERATOR, no one will know where to look. Now they need to spread the word about GEN: it’s the same great program with a new look. Give away freebies Who doesn’t like a free t-shirt? These freebies do more than just get people to pay attention for a few seconds. They’ll think about it every time they wear or use them and so will their friends. Going beyond just t-shirts, pens, and cups, these freebies should be useful to potential paticipants and associate the brand with what they’re doing. Along those lines, branded USB drives would be a great way to connect the function with the service provided. Complete overhaul of past advertising For this to work, everything that was the TECHCELERATOR has to become GEN. This includes pens, letterheads, email signatures, flyers, and digital links. Nothing is too big or too small to change. If something is left TECHCELERATOR, the new brand will confuse potential participants and won’t be as effective. checklistThese five questions will help to ensure the continued success of your brand: 1. Do you see consistent logos, type treatments, etc.? 2. Do the pieces look like they come from the same institution? 3. Are the same key messages carried through all the communication channels? 4. What do the pieces say about the program? Does that match what the program stands for? 5. Does the look stand out from competitors? 8

10. Marketing and Communication objectives
Step one: build and execute new brand image
Objective one: unify all aspects of the program into one singular brand
Implement brand name and logo into all communication platforms
-Replace “TECHCELERA
TOR” and “Innovate” with new brand name, logo, and tagline
-Include new brand name, logo, and tagline on: emails, social media, website, advertising, and
promotions
Objective two: roll out new brand by demo day 2015
Build anticipation and encourage students to attend Demo Day
-T
wo weeks before Demo Day
Place a booth outside of SUB encouraging students to attend Demo Day
Distribute takeaways and post flyers
-One week before Demo Day
Flood current social media with rebranding announcements
-Demo Day
Announce new brand
Launch website
Encourage attendees to sign up for more information and to apply
objective three: raise awareness by 60%
Enhance media communication to foster program understanding
-infographics and website
Promote that the program is better than an internship and will teach participants how to operate their
own business
-Booth at orientation giving out flyers/takeaways promoting th enew brand and program
-Booth inside College of Business, Engineering, Biology
, Chemistry , and Communications
-Booth at Sub
Increase engagement on Facebook by 70% from 82 to 139 likes
-Hire a social media intern
-Shark T
ank Personality Quiz
-Social media contest: Fill in the blank to win a prize
Step Two: iIncrease interest in the program
Objective One: Increase participants by 100% from 23 to 46 people
Increase number of classroom presentations
-Assign a skilled preseneter to visit different colleges/programs and picth the program
-Build schedule for all class presentations; put on a rotational cycle
Increase message reach to target market
-Banner and broadcast ads on Pandora
Step three: raise number of mentors and investors
Objective one: Increase number of investors by 40% from 40 to 56
Facilitate communication between program administrators and alumni
-Create a list of alumni correspondents from each department
Reach out to angel investors/groups from other states
-Create a list of communicators from each group in each state
Objective Two: Increase the number of mentors by a factor of 1.5 from 10 to 15 mentors
Facilitate communication between program administrators, faculty, and alumni
-Persuade alumni to give back to the school as well as to increase their own prestige through
mentoring entrepreneurs through GEN
9

11. $
Target market
Primary survey research revealed two main target consumers: Communicators and Developers. Both targets
are in their mid-twenties as that group expressed a stronger interest in entrepreneurial programs and cared
more about improving products. These targets also epxressed an interest in getting credit for their work, so
advertisements need to address ownership. Each consumer has a social media presense anc can be reached
through it. Their age indicates that they should start being reached as they begin their junior year. According
to their reported majors, Communicators come from a Mass Communications, Business, and more liberal arts
background, while Developers come from Engineering and Natural Sciences. A third category of consumers was
also revealed in our primary research: Hesitators.
Communicators - Status driven
These consumers are more interested in the business,
marketing, and consumer relations aspects of GEN.
Their main motivation is how they will personally benefit
from working with a product. Communicators are
focused on social media outlets which allow them to
show off their status: Facebook, Twitter, Instagram.
They want to build quality relationships and rise through
the ranks in their careers.
developers - function driven
These consumers are more interested in developing
products and designs, and want to be involved in the
actual development. Because of their work and time
investment, they are extremely concerned with not
wasting their time and effort, meaning they want the
credit. Developers also emphasize connection through
social media, using Facebook, Twitter, and Instagram.
hesitators
These consumers are any who feel hesitant about
the program. They are concerned about the
amount of time it will take, the relationships they
may or may not build, and the reward they will get
for their level of risk. Even if they are interested,
they are too concerned about all of the “what
ifs” to be able to focus on what the program will
actually do for them.
Entrepreneurs
This category combines both the Communicators and Developers into one group. Entrepreneurs value
connection, be that in furthering personal or business goals. Either way, they want to be the ones to reap
the rewards of their success. Some want to be the face of a business and some want to build its products,
but they all want to be great at what they do. Entrepreneurs want people to recognize them for their
success. Also fitting into this group of entrepreneurs are mentors and investors as they too share a drive to
create something of their own.
10

12. Brand and Creative

14. GENGENGEN
demo day
GENGENGEN
demo day
brand manifesto
This new GEN brand emphasizes life beyond Texas Tech and is accessible to those already
in the professional world. GEN is the best way for everyone to gain real-world experience in a
simulated environment while also providing real opportunities for participants to grow beyond
the program.
when to launch?
The GEN brand will launch at Demo Day 2015.
how to launch?
In order to achieve maximum effectiveness, the GEN brand will launch in one big splash. Initial
ripples will start two weeks before Demo Day bringing it to people’s attention. Then, at Demo
Day, there will be a large brand launch. All aspects of the new brand will become active at the
same time: brand name, website, promotional & informational items with new logo.
GENGENGEN
13

15. Creative Brief
target audience
company info
mission
style & tone
copy points
benefits
Communicators
Mid-20s
Businessmen, Marketers,
Psychologists
Developed through the Texas Tech University Office of Research and Commercialization, The GEN program takes
over 50 cutting edge technologies discovered in university research labs and turns them into profitable business
ventures for aspiring entrepreneurs. Combing a myriad of talents and strengths from students, inventors, and
experienced professionals, GEN turns concept into profit through an intensive four-month program.
Generate interest and awareness of GEN through information sessions, booths, social media, and digital
marketing.
Mimic existing Texas Tech advertising in feel while showing no actual relation to the university. The tone is
comfortable and educating. Essentially a friendly professor hoping to help the students succeed beyond the
classroom.
Developers
Mid-20s
Engineers, Natural Scientists
Educate on program.
“Better than an internship.”
GEN develops existing patents.
GEN is better than an internship; not only do you get paid, but you are given intense, hands-on experience that
you would not get in a regular internship. With GEN you get to be the actual director; you’re in charge and you
don’t have to get anyone coffee.
Hesitators
Afraid of the uknowns
in the program

16. Logo Research
GEN
A major benefit to this logo is that it is breakable. Here, that means that it can be taken apart and each piece can be used separately depending on the situation. To illustrate that point, the parts are used both separately and together throughout this book. When copyrighting this logo, each piece will have to be copyrighted individually. This includes the specific color codes, font with text, gear, and lightbulb.
The gear was chosen to represent the developmental aspect of the GEN program. It goes further to draw the association of mechanics and the impression of being a “cog in a well-oiled machine.” The cog is green, as darker shades have been shown to draw a more affluent audience. According to
color psychology, green symbolizes
practicality, adaptability, wealth,
and encourages social joining.
Another perk is that choosing
green minimizes potential visual
associaitions with
Texas Tech University
as putting red and green
together is immediately
/recognized as Christmas and
that’s clearly not the right
direction for this program.
A lightbulb was chosen as the centerpiece for the logo as lighbulbs have a heavy association with innovation and bright ideas; definitely something you want associated with this program. We made it yellow, not
just because lightbulbs are typically yellow, but because it is a warm color, which stimulates the logical side of the brain, increases mental clarity, promotes wisdom and academic proficiency, and inspires original thinking and creative ideas. It has also been shown to have a physiological effect, which serves to increase
analytical processing and logical reasoning in order to help in decision-making. Thus, when used in this logo, consumers will make the decision to join.
GEN was chosen to be the main component of the logo as it is short and comfortable to say; it’s personal. GEN also lends itself to being a social media handle or as a foundation for a variety of targetable advertisements.
15

17. Campaign palette
GEN
Color Code: #21ac85
R33 G172 B133
Color Code: #e9ee70
R233 G238 B112
Main Font: Bebas Neue
Minor Font: Helvetica Neue, UltraLight
Color Code: #333333
R51 G51 B51
Color Code: #0b1d16
R11 G29 B22Transparency Gradient: 100% 75% 50% 25% Font Size: 198 pt16

18. home apply ip portfolio mentors News Contact
General Design
The mock GEN website was designed using an
existing GoDaddy domain. The layout is meant to
address user needs in a simple and clear manner.
All necessary information is accessible and easy
to find. The color palette used stems from the
logo itself, bringing the overall design together as
a whole. The mock website can be accessed at:
www.lexiphillips.com
Contact Page
A detailed contact page has been added. Users
are all about practicality. They enjoy having access
to a physical address, email, and phone number
in case they have any further questions.
Mentors page
A mentors page is another new addition to the
website design. Both survey and focus group
participants demonstrated a desire to know more
about the mentors prior to applying. The page
will describe each mentor and their individual
accomplishments. By showcasing the mentors,
GEN will encourage more people to apply for a
chance to work side-by-side with experienced
professionals.
other Pages
The home page has been simplified to include
only the program’s statement and photos of past
events. All information regarding application has
been moved to its own tab. In addition, the IP
Portfolio page has been updated to be more
visually pleasing.

19. social media engagement
is a university based program designed to
develop and launch new start-ups into
the marketplace.
The ProcessApply
Anyone with ambition and
interest in being an entrepreneur
has a place in the gen program
The curriculum will last 4
months and finishes up at demo
day where all the works will be
showcased to potential investors
and alumni. Here, one team
will also win $50k
Follow up
Even after the program ends
staff will continue to mentor
teams with legal advice,
questions, and networking
students
Mentors
The gen program is open to
students of all majors that
want real world experience
starting up and making new
businesses and ideas
successfull.
Anyone with entrepreneurial or
other applicable experience looking to
help guide the next generation into
the workplace has a place in the gen
program as a mentor.
gen is looking for
driven individuals
interested in being
their own boss
And leaving their
mark on The
marketplace.
entrepreneurs
Demo Day
Program/Demo Day
Demo day is the big conclusion to the gen program.
Its the day when all that you have been working for
comes together to be shown to an audience of potential
investors and other venture capitalists.
#1
At demo day a winner will be selected to travel and meet additional
investors in an entrepreneurial hub such as silicon valley or boston.
as well as a chance to tour with current company leaders in
the marketplace.
apply!
Simply go online and browse through Texas Tech
Univeristy system technologies to get a feel for what
appeals most to you.
Then the next step is to fill out the applicationthis is done
individually but desired teammates may be included so long as
they apply as well.
Applications are due by Nov. 21
so don’t miss out!!!
Who can
apply?
By December, decisions are made
and teams are formed as the program
begins on the last monday
in january
Launch
Gen
GENuis
GENuine
GENerator
GEN_____
Can you fill in the blank?
Join us at GEN and let us prepare you for the business world. With
us, you’ll gain real-world experiences and build future connections.
Shark Tank Quiz
Personality quizzes have proven to be immensely popular, so we
created a ‘Which Shark Are You?’ quiz that will further engage the
target consumers with the brand in a way that is interactive and
encourages participants to share with their friends.
GEN__ Contest
The prefix “GEN” starts a variety of words. With this contest, we plan
to capitlaize on that by challenging consumers to come up with
their own GEN extension. The person who comes up with the best
word wins a kit which includes a t-shirt, cup, pen, and USB drive,
along with much praise on GEN’s social media outlets.
infographic
Infographics are effective in communicating information. Our focus
group revealed that people respond better to them by remembering
the information more accurately as well as being more willing to
engage with the brand.
18

20. media

22. Media ObjectivesTarget MarketSelect media used primarily by adults ages 18-27. These adults will tend to be college educated and to express an interest in entrepreneurship and innovation. Rationale: Gen is located on a University campus, which makes it most accessible to college students and recent graduates. 71% of the target market ages 20-27 stated they would like to improve on current businesses, products and services. Ages 18-19 are included due to a need to raise program awareness for future participation. GeographyPurchase media in Lubbock, Texas. Rationale: GEN is currently a regional program that only requires local advertising. Scheduling and TimingMedia will be scheduled on a pulsed cycle with March-April, October, and November receiving 144 additional GRPs. This couples with a continuous social media presence throughout fiscal 2015. Rationale: Advertising to promote Demo-Day for new brand reveal will begin two months prior to Demo Day. Because of low cost, we will continue promoting GEN through social & digital media for the remainder of fiscal 2015. November holds the application deadline so the increased advertising will remind students to apply. Reach and FrequencySelect media sufficient to attain a Reach/Frequency level as follows to each period: -Heavy period: March-April, Oct-Nov 50/4.0 -Light period: Jan-Feb, May-Sep, Dec 30/2.0 Rationale: Ostrow model, used to calculate frequency for heavy period. Low reach levels used due to introduction of program, less established brand, complex ad message, and not current leader in category. BudgetPurchase media sufficient to accomplish goals in the most efficient way possible but not exceeding $7,500. Budget will vary to reflect scheduling goals. Rationale: Total annual budget amount specified by client was $15,000. $7,500 will be sufficient to meet Reach and Frequency levels while the remaining $7,500 will be used for sales promotions. For the Texas Tech Office of Research and Commercialization campaign fiscal 2015, the following media objectives are set. 21

23. mobile mobile
Flyersfly-brochuresbrochures
socialsocial
mediamed
Media Strategy
To accomplish the outlined media objectives for fiscal 2015, the following media mix is required.
Mobile
Rationale
Most personable marketing channel available.
Measurable for return on investment purposes.
Opportunities to reach distant consumers.
Targets specific audience.
Tactics
Pandora: 330,000 audio ads and 2 banner
ads with each audio ad.
Brochures
Rationale
Expose consumers to valuable information.
Small.
Great for point-of-sale displays.
Tactics
Booths at orientation.
Buildings and businesses around campus.
Flyers
Rationale
Inexpensive.
Versitile.
Easy to distribute.
Large reach.
Tactics
Booths at orientation.
Buildings and businesses around campus.
Social Media
Rationale
Increase brand recognition and loyalty.
Better search engine rankings.
High converstation engagement.
Improved customer insights.
Tactics
Facebook.
- 78% survey participants indicated
they use Facebook the most.
Personality quiz.
Continued Twitter presence.
Contests.
22

24. scholarshipscholar
orientation
booth
promotionprom
booth
events
booths and events
The Office of Research and Commercialization will assign a marketing/advertising intern to
help run and promote the following events:
Scholarship event
GEN will host an event in October of fiscal 2015. The $500 scholarship that will be given
away at the end of this event will encourage students to checkout GEN booths and figure
out what the program is all about. Social media will promote this event. To be entered into
the drawing, you must sign up to be on GEN’s mailing list. GEN will also be giving away
other promotional items at this event such as: pens, cups, USB drives, and t-shirts. The
winner will be announced the next day via social media.
Orientation
IGEN will set up a booth at the new student orientation, where they will distribute flyers,
brochures, and promotional items. This booth will serve two purposes. The first is to
introduce new students to our brand and to let them know that participating in our program
can be an option in the future. Also, most parents attend orientation with their children. This
will be a chance for GEN to encourage them to get involved as either investors or mentors,
and to also sign up to our mailing list.
Booths around campus
GEN will set up booths outside the sub and in front of other colleges such as the college
of business, engineering, biology, chemistry, and communications to pass out flyers and
promotional items. Students who are interested in the program can sign up on the mailing
list and should be encouraged to follow us on social media.
To increase interest and attendance at booths, we developed a 24” Spin-to-Win Prize
Wheel which will offer an array of prizes of increasing difficulty to win: pen, USB drive, t-shirt.
events
23

25. promotional Items
In order to maximize brand reach and recognition, we have developed promotional items that potential participants would want to use in their daily lives. The following items are most effective and most desired by the target age group and are thus the most efficient places for brand advertising.
Cups
These will be distributed at the Scholarship Event instead of cheaper, plastic or paper cups in order to promote the brand. College students keep these cups forever because they don’t usually have many other cups in their cabinets. When they see and use these, GEN will be reinforced and they’ll
associate those positive feelings with the brand.
pens
Everybody loves and uses pens. Generally, the higher quality the pen, the longer someone is willing to use it. Thus, these are sleek and sturdy to extend use. These pens will be given away at events and used at the booths for people to sign up for more information.
Shirts
We designed both a polo and a regular t-shirt. Event workers and officials will wear the polo. Staff will distribute the t-shirts as a means of extending the brand and increasing event interest. College students and recent graduates make it a goal to collect as many free shirts as possible and
GEN will absolutely be one of them.
USB Drives
Thinking about what would be most
useful to program participants, USB
drives are the perfect fit. Using a dog tag
will allow participants to carry it around with them without taking up extra space, as it can attach
non-intrusively to whatever they carry around with them. Continuing on that line, the key USB drive can be attached to lab, work, or house keys so they’ll always have it with them. This allows for convenience and acts as
a sort of savior in a time of need. Then, it becomes a regular accessory and they continually interact with the GEN brand.
24

26. Reach and Frequency
Reach Avg Freq GRPS $(000) Balance
January 30.0 2.0 60 0.3
February 30.0 2.0 60 0.3
March 50.0 4.1 204 1.2
April 50.0 4.1 204 1.2
May 30.0 2.0 60 0.3
June 30.0 2.0 60 0.3
July 30.0 2.0 60 03
August 30.0 2.0 60 0.3
September 30.0 2.0 60 0.3
October 50.0 4.1 204 1.2
November 50.0 4.1 204 1.2
December 30.0 2.0 60 0.3
Total: 7.48 .02
Reach
On these charts, reach is the number of target persons “exposed” to the ad at least once; or in other words,
the portion of our specific demographic universe that is exposed to a specific media vehicle expressed as a
percentage of that universe. To that end, a person can only be reached one time.
Average Frequency
This is used to describe that average number of times a reached individual is exposed to an advertisement. Here,
a person can see the ad very frequently while still only being reached once.
25

27. FLowchart fiscal 2015
Medium Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec Total Across
Digital Spot
$(000)
60
0.3
60
0.3
204
1.2
204
1.2
60
0.3
60
0.3
60
0.3
60
0.3
60
0.3
204
1.2
204
1.2
60
0.3
GRPS:
Cost:
1,294
7.5
Spot only Area
GRPS
$(000)
Reach
Avg Freq
59
0.3
30.0
2.0
59
0.3
30.0
2.0
203
1.2
50.0
4.1
203
1.2
50.0
4.1
59
0.3
30.0
2.0
59
0.3
30.0
2.0
59
0.3
30.0
2.0
59
0.3
30.0
2.0
59
0.3
30.0
2.0
203
1.2
50.0
4.1
203
1.2
50.0
4.1
59
0.3
30.0
2.0
GRPS:
Cost:
1,294
7.5
Plan Total
GRPS
$(000)
Reach
Avg Freq
59
0.3
30.0
2.0
59
0.3
30.0
2.0
203
1.2
50.0
4.1
203
1.2
50.0
4.1
59
0.3
30.0
2.0
59
0.3
30.0
2.0
59
0.3
30.0
2.0
59
0.3
30.0
2.0
59
0.3
30.0
2.0
203
1.2
50.0
4.1
203
1.2
50.0
4.1
59
0.3
30.0
2.0
GRPS:
Cost:
1,294
7.5
Interpreting the numbers
This chart shows that during slow advertising periods (January-February, May-September, and December), we
will reach 30% of our intended target market. Adding on to that, during heavy advertising periods (March-April,
October-November), we will reach 50% of our intended target market. This escalation is justified because the
heavy months encompass the application deadlines and Demo Day, thus more advertising should be done to
ensure our target market is interested and attends the events.
During low period advertising months, a “reached” individual will be exposed to the campaign (the average
frequency) an average of 2 times.
During heavy period months, individuals will be exposed to our advertisements an average of 4.1 times.
Target Demographic: All adults ages 18-27
26

28. Budget
The following budget encompasses promotional items, advertisements, and events. Of the $15,000 given for this campaign, we spent $11,757.49, leaving $3,242.51 to repeat events, distribute more advertising, or purchase more promotional items. Promotional ItemsUSB Flash Drives 250 $4.56 $1,140The Advantage Pen 950 $0.46 $437Pens.com Setup Charge $15.95Logo Charge $25.00 $477.95Scholarship $500Shirts 200 $3.09 $618S: 25M: 75L: 75XL: 25Hotdog Buns 25 $4.08/pack $102 of 16 bunsBeef Franks 17 $16.46/bag $279.82 of 14 FranksSoda 6 $5.87/2 Liter $35.22Ice 20 lb. 4 $2.50 $10Stadium Cups 250 $0.59 $147.5024” Prize Wheel 1 $159AdvertisingFull Color Flyer 8X11 1000 $9.70/box $388 40 boxesTri-Fold Brochure 4/4, 1000 $25/box $400100 lb. text letterfold 40 boxesDigital Media Spending $7500Total $11757.4926% $828874% $3469.4927

29. campaign evaluation
What to measure
Brand and program awareness
Facebook activity
Contest participation
Quiz activity
Number of applications
Number of email registartions
Mentor and Investor commitments
Demo Day attendance
When to measure
One month after Demo Day
-Assess effectiveness of
campaign
One month after applications open
-Ensure campaign is still
effective
How to measure
Survey for brand and program
awareness
-Community and college
Count increase in Facebook likes
and comments
Count event attendees
What to do with that information
Run follow-up campaings suggested
in “Next Steps”
Outputs
139 Likes on Facebook
46 Participants
56 Investors
15 Mentors
Outcomes
60% Awareness increase
Impacts
Participants apply, come to the booths,
attend events, and spread the word
about GEN.
28

30. Next steps
The focus of this campaign was to kick-start the new GEN brand and to increase awareness and understanding of the brand and program. After the success of this campaign, there are still more goals to accomplish.
Expansion
Now that GEN has a firm base of participants and is well-known throughout Lubbock, it can focus efforts on reaching out into bordering states and cities farther into Texas.
Addressing Hesitators
This group was not originally targeted in this campaign because there wasn’t much for them to latch onto in terms of security and understanding. With this campaign’s brand establishment, a secondary campaign can move on to address these hesitators, directing them back to a stable, successful program.
From our survey, we discovered that the primary hesitations were that paticipants fear they don’t possess the skills necessary to participate and that they wouldn’t maintain ownership after investors became involved. (which would be addressed, because the product is never actually theirs).
A secondary campaign would address these concerns by asserting that the program has had two successful runs as well as foster an understanding that the program doesn’t deal with original works, but instead with products already in the TTU ORC IP portfolio.
Increasing Investors
Similar to hesitators, investors weren’t able to understand and participate in the program because there was a lack of consistency. Moving forward, investors will have a consistent brand in which to invest and to share with their colleagues. To reach these investors, we started developing a list of contacts within Texas Tech University who can connect you with alumni who could become investors or mentors in the GEN program. We also discovered a website (angel.co) which gives you every registered investor in a specified zipcode. Using this website will help grow GEN’s contact list beyond West Texas. 29

31. `
Rawls College of Business
Content and Social Media Manager
Trevor Bell
trevor.bell@ttu.edu
Alumni Communicator
Susan Brown
susan.brown@ttu.edu
806.834.1571
College of Engineering
Alumni communicator
Katelyn Perry
katelyn.perry@ttu.edu
806.742.3451
College of arts and sciences
Development office/alumni coordinator
Cathey Durham
cathey.durham@ttu.edu
806.834.4754
College of media and communications
Department chairpersons
Advertising
Shannon Bichard
shannon.bichard@ttu.edu
Journalism/EMC
Robert Peaslee
robert.peaslee@ttu.edu
Public Relations
Trent Seltzer@ttu.edu
Angel investors
angel.co
Search based on location and the website will give
you all the registered investors in the area
potential contacts
30