This slideshow is a PDF version of my first-place winning campaign book. The suggestions are in response to the City of East Lansing looking to improve consumer attitudes upon the completion of 2019 construction.

1. NOT BIG IN SIZE,
BUT BIG IN
EXPERIENCE

2. MEETtheTEAMNOT BIG IN SIZE,BUT BIG IN EXPERIENCE
Jack Fossum
Short Run Manager
Elham Soleimanpour
Research
Pierce Wiselogle
Creative
Josh Dillon
Research
Madeline Sundeck
Long Term Manager
Laila Alsaif
Creative

3. Thank you!
To the East Lansing Redevelopment Board,
We would like to thank you for this opportunity to be involved in the changes that East Lansing is
currently undergoing. We, MSU students, love our city. To be able to share our ideas with the people
responsible for downtown East Lansing’s redevelopment has made us care even more deeply for our city!
We have had the utmost pleasure working on our project that will hopefully benefit you and the city of
East Lansing. Through our creative and strategic planning, we have come up with a plethora of events,
media campaigns, and ideas that will hopefully enhance the awareness of businesses downtown.
With our team of innovative and creative thinkers we believe that we can help bring business back to
downtown E.L. We look forward to working with you both now and in the future!
Sincerely,
Group 1

4. Table of contents
Introduction and overview…………………………………………………………………………………………………...1
Mission statement……………………………………………………………………………………………………………2
Work………………………………………………………………………………………………………………………….3
The Big Idea……………………………………………………………..……………………………………………………4
Research……………………………………………………………………………………………………………………...5
SWOC Analysis………………………………………………………………………………………………………………..6
5 Ways Downtown East Lansing Can Utilize This Campaign…………………………………………..……………………..7
How To Advertise This Campaign?..........................................................................................................................................8
Communications Mix………………………………………………………………………………………………………....9
Experience a Year on East Lansing………………………………………………………………………………….……….10
March: Paint the Town Green……………………………………………………………………………….........................11
May: Mothers of East Lansing……………………………………………………………………………………………….12
June: From Farm to Downtown……………………………………………………………………………………………...13
August: New Kids in Town…………………………………………………………………………………………………...14
October: Fall into Fun…………………………………………………………………………………………………….….15
Recommendations…………………………………………………………………………………………………………...16

5. Introduction and Overview
East Lansing, a suburb of Lansing, is home to Michigan State University. Originally
established as the Agricultural college of the state of Michigan in 1855, it was the first
land grant college in the country. The city's downtown area is centered around Grand
river Avenue, a wide, tree-lined boulevard that evolved out of the 19th-century plank
road that connected Lansing to Detroit. Grand River Avenue and Michigan Avenue
serves as a dividing line between the Michigan State University campus and the rest of
the city. The street is lined with many college-oriented businesses, such as bars,
tanning salons, coffee shops, head shops, restaurants and bookstores.

6. Mission statement
“To provide an entertaining, diverse and exciting experience for
Michigan State Students as well as residents and visitors of Downtown East
Lansing.
From family-owned small businesses to brand new housing, we aim to make
Downtown East Lansing a safe, fun and convenient place to be.”

7. - Created an articulate campaign centered
around raising awareness about
construction/downtown.
- Partner with MSU athletics to boost impressions
and gain followers
- Boost downtown businesses sales, through
social media, email blasts, signage, and
giveaways
Accomplishments

8. Our Work
Since the beginning of September, our team has been hard at work creating and
innovating new ideas to raise awareness and enhance the visibility of downtown East
Lansing while the construction is going on (and beyond). We have done the necessary
research and have reviewed what your organization has done in terms of current efforts
to effectively create new ideas to increase traffic downtown. We are excited and thrilled
to be given the opportunity to raise awareness about downtown. With our campaign, we
aim to improve the traffic and overall awareness of downtown East Lansing.

9. The Big Idea
“Not big in size, but big in experience.”
For the campaign’s integrating variable and slogan, we wanted to incorporate the findings
from research to support the campaign. We found that most people are excited to visit East
Lansing upon the completion of construction and that they plan on walking being their main
method of going downtown.
Additionally, East Lansing prides itself on its numerous community-wide events. East
Lansing is a small town, however regardless of the size there are big experiences possible to
MSU students, greater Lansing residents and families alike.

10. Research
Our research was collected with physical surveys on paper handed out at various
locations and electronically shared over social media. Between the two platforms (in
person and over social media), we collected just over 100 responses. Over half of the
responses were collected over social media. The following points are derived from a
combination of both data collections.
Qualtrics Survey Link: https://msu.co1.qualtrics.com/jfe/form/SV_5AN9FJUfeDZgMap

11. Research Finding #1:
We need a solution to the parking problem
As one can collect from the bar graph, people are confused about where to park, as well as in agreement
that there is not enough parking in Downtown East Lansing. This question was in the form of a Likert
Scale ranging from “strongly disagree” to “strongly agree”. Simply since people WANT to visit Downtown
East Lansing but do not know where to park is an issue, proving that we need to educate residents and
visitors about parking options. Although this is considered a problem, it is also an opportunity moving
forward. Two ideas that Group 1 has had for a long-term solution are: signage and social media.
People are not properly informed about upcoming construction.

12. Research Finding #2:
When asked how much they agree with the statement: “I feel properly informed of the changes being
made to Downtown East Lansing.” a vast majority of people do not agree. In fact, 71% expressed at least
some disagreement, and not one person strongly agreed. This is a problem and needs to be addressed
moving forward. We need to ask ourselves: How can we share information about the upcoming
changes? How can we get people excited? Why are people confused?
People are changing their transportation habits upon construction completion.

13. Research Finding #3:
According to the pie charts, people are more inclined to walk when construction is completed. I found
this extremely interesting, because there will be more parking options when construction is completed.
This is an example of the lack of communication about the upcoming changes and shows that we need
to let people know that driving (an eventually parking) is an option.
This is also an opportunity. We can ask ourselves how to appeal to the 64% of people who plan to walk
to Downtown East Lansing. Should we have more outdoor signage that is visible to walkers? Should we
encourage local businesses to have sidewalk sales that are readily available to shopper on foot? Should
local businesses or city representatives pass out their promotional material on the sidewalks?
People are still active in Downtown East Lansing despite construction.
How people currently get downtown:
How people plan to get downtown when
construction is complete:

14. Research Finding #4:
According to the pie chart, people are still visiting Downtown East Lansing despite construction which is
great! According to our demographic questions, over 90% of people who took our survey were between
the ages 18-22, which shows us that young people are visiting the most. Among this 90%, all but one
millennial is an MSU student. We now need to ask ourselves: How do we keep MSU students visiting
downtown? How do we make downtown even more popular upon construction completion?
What is bringing them downtown, and how do we make it better, safer and more fun?

15. Research Finding #5:
Despite expressing that they do not feel properly informed of the upcoming changes happening to
Downtown East Lansing, people are planning to visit more! This is an incredible opportunity for us. We
can capitalize on the enthusiasm and encourage people to bring groups, visit local businesses
frequently, shop locally and more.

16. SWOT Analysis
Strengths
1. People have a good attitude about the upcoming completion of construction.
2. People are planning to walk downtown, which could eliminate the poor attitude toward
parking.
3. A good amount of young people 18-22 spend time downtown already, and a good portion
plan to increase their time downtown.
Weaknesses
1. There is a lack of communication about the upcoming changes.
2. People do not feel there is enough parking/do not know where to park.

17. Opportunities
1. Students already spend time downtown, so there is an opportunity to increase the number of
students.
2. We can appeal to people who walk downtown by creating an experience - this is exciting and a
chance to get creative!
3. There can be an increase in signage around campus which is easy and relatively budget-friendly.
Threats
1. People have a bad attitude about parking, and it may be hard to change their minds.
2. People are confused about what the construction is for, therefore it may be hard to educate local
people.
SWOT Analysis

18. 5 Ways Downtown East Lansing Can Utilize
This Campaign:
1. Add to their website
2. Include it on the bottom of signage
3. Announce the statement at events
4. Add it to merchandise
5. Include it in marketing collateral passed out by the Bee

19. How to Advertise This Campaign?

20. Always be ready for change
The world of advertising is constantly evolving and adapting, with how
advanced current technology is and new inventions on the way. It is almost
impossible to stay on top. Therefore, you must remain ready; We strive to
make good foundation connections for you to be able to build a successful
future. Taking advantage of current technology such as digital advertising
can take the campaign to the next level.

21. Utilize the internet
Characterized as the world’s biggest library, this is the main place people go to
search for things, so make sure your presence is known! We understand that the
City of Lansing has a website currently, but we think it could be so much better.
We would like to revamp the City of Lansing’s website with present photos and
interactive tabs. As well as promote discounts on their website as an incentive to
visit the website.

22. Do more than write ADs
Don’t just write advertisements, develop brands. Don’t only build the brand for
your client but also make a name for yourself. Create a brand image. We don’t
want all the team’s efforts to go unnoticed. Continue to be active within the
community and to not be afraid to branch out into other parts of the community
besides the business district to withholds good standing in the community.

23. The consumer is not a moron
Don’t insult his or her intelligence- you cannot bore people into buying
things. You need to make things interesting and intriguing for the
customer. We strive to make an impact, we want to seem intriguing to
new customers while keeping existing customers happy.

24. Don’t Underestimate the power of an
Idea
There are good ideas and bad ideas, but the good ideas could potentially
lead to new opportunity to help bring success to the business district.

25. Advertising must do it job legally,
ethically, and brilliantly:
We promise to forge legal and ethical campaigns to bring the City of Lansing
back to life.

26. Communications Mix

27. Discount and Promotions
a. Email special offers, contests, sweepstakes to the current city email list.
b. Include all of this on social media (Facebook, Twitter, Instagram)
Event sponsorship
a. Partner with MSU athletics for ticket giveaways and merchandise
b. Grand Prize of meet and greet with the team.
c. Partner with downtown businesses. Fundraising for local charities.
Advertising through radio, social media and newspaper
a. Partner with local stations about promos/events.
b. Twitter and Facebook Ads that include our hashtags
c. Small to large ads in newspaper
Social networks
#StepIntoEL on Facebook, Instagram and Twitter

28. Public relations
a. News Advisory: Fundraising event partnering with MSU athletics for
the East Lansing Food Bank. Team’s come help serve food, interact
with community, proceeds go towards the food bank. Can include a
ticket giveaway at the event. Signed memorabilia auctioned off.
b. Press Release: Send press releases about charity efforts and events to
local papers such as the State News and Lansing State Journal.

29. Experience a Year in East Lansing

30. January: See East Lansing in 2020
Celebrate the New Year with East Lansing

31. February: See you at the Ball
East Lansing Sweetheart Ball

32. March: Paint the Town Green
A month-long event that celebrates MSU pride and Saint Patrick’s
Day all in one!

33. April: April “Showers”
Bridal Shower Event

34. May: Mothers of East Lansing
A month of family friendly events and
deals celebrating mothers.

35. June: From Farm to Downtown
Celebrate the local farms of East Lansing and visit
our weekly farmers markets!

36. July: Independence Day in East Lansing
Experience the Fourth of July with an East Lansing
Independence Day Celebration!

37. August: New Kids in Town
A month of events celebrating the students of
MSU

38. September: Sparty’s Football Friday’s
Join Sparty and party in East Lansing for Football
Fridays!

39. October: Fall into Fun
Experience fall in East Lansing by joining us for
the 2020 Autumn Fest!

40. November: Small Business
Saturdays
Celebrate the small businesses of East Lansing all
month long!

41. December: Chill with East Lansing
Visit East Lansing very own Winter Glow Festival

42. Recommendations

43. Increase signage of parking availability and upcoming construction.
1. Include our social media accounts
2. Use of the hashtag #StepIntoEL
3. Combine our hashtag with the “Find the Bee, Park for Free” #ELBuzz to raise more
awareness
Sponsoring and partnering with MSU athletics.
1. Ticket giveaway through participating downtown businesses
2. Grand prize meet and greet with the team/coach
3. Social media teams up with MSU athletics to promote the sweepstakes
Encourage businesses to light up and create a more aesthetically pleasing look.
1. String up more lights
2. Bringing more art to the sidewalks, walkways
3. Outdoor seating for restaurants
4. Sidewalk sales
5. Outdoor performances

45. THANK YOU!