The document outlines a marketing campaign for "The Source Organization" aimed at student leaders ages 18-23 at the University of Alabama. The campaign's objective is to generate awareness and usage of The Source over competitors. A variety of media will be used, including email, posters, inserts and transit ads. The budget is $1,000 allocated across these channels. The creative strategy is to position The Source as a simple, modern and user-friendly tool for organizing campus involvement. In the future, The Source hopes to build loyalty through trainings, sponsorships and physical space promotion.

1. “Organize your Interests.”
The “#^@%!<&” Multi-Media Campaign
03.05.09

2. TABLE OF
CONTENTS
o Executive Summary
o Strengths/Opportunities
o Creative Strategy
o Brand Identity
o Vehicles of Choice
o Budget Breakdown
o Media Calendar
o Thoughts for the Future
o Questions

3. EXECUTIVE
SUMMARY
o COMMUNICATION OBJECTIVE
During the period of June 1st, 2009 from May 31st 2010 advertising will increase
the brand awareness for The Source Organization on the University of Alabama
campus among Student Leaders, ages 18 - 23. The objective is to generate
top-of-mind awareness and product usage over competition amongst this
demographic.
o TARGET MARKET:
Student Leaders and Organization membership, ages 18 - 23.
o SCOPE
The Source Organization brand awareness campaign use a variety of media to
reach students involved in a variety of organizations including: Academic,
Athletic, Special Interest, Professional, Political, Social/Fraternal, and Religious.
o MEDIA/(ALLOCATED BUDGET = $1,000)
Email- 50% Poster/Signage - 41.67%
Promotional Insert- 5.16% Newspaper/Transit - 3.17%

4. STRENGTHS &
OPPORTUNITES
› STRENGTHS
Is an effective tool for managing a student’s life.
Leaders will find it appealing because of its simplicity.
Members have everything to run an organization in one online space.
Students can effectively manage their involvement on campus efficiently.
› COMPETITION
Direct Competitors: myBama, MySpace, Facebook, LinkedIn, Twitter
Indirect Competitors: internal resource departments for various colleges,
Student Career Center, Crossroads Community Center, Ferguson Center
› OPPORTUNITIES
Current primary function is to use The Source as a directory for student
organizations on campus.
Students are unaware of The Source and its multiple benefits.
The rollout of this service/product gives the brand room to grow and establish
long term awareness.

5. CREATIVE
STRATEGY
› WHY ARE WE ADVERTISING?
Our multi-media campaign will introduce The Source as a service that is
not only user-friendly but more importantly helps student leaders and
organization members to organize their interests efficiently.
› HOW WILL WE CHANGE THE CURRENT BRAND POSITION?
Through a mixed use of media, this campaign will reach out to student
leaders and organization members creating top-of-mind awareness within
our target market.
› WHAT IS THE BRAND CHARACTER?
The Source Brand and its message are simple, modern, engaging, and
above all welcoming and user-friendly.
› BOTTOM LINE, WHAT IS THE BIG IDEA?
The Source is a user-friendly, and engaging service that allows student
leaders and organization members to manage and organize their
interests on campus.

6. BRAND IDENTITY
Logo:
Typography:
Headline: BPreplay Bold Font Size 21
Subheadline: Arial Rounded Bold MT Size 16
Copy: BPreplay Regular Size 11
Button Guide:
Honor Societies Miscellaneous Social/ Athletic Military/ Professional Religious
Fraternal Political

7. VEHICLES OF
CHOICE
o Promotional Insert
o Newspaper
o Email
o Poster
o Signage
o Transit

8. PROMOTIONAL
INSERT

9. NEWSPAPER

10. When clicking these icons, you
are directed to the UA Source
homepage.
By clicking
these icons
they direct
you to the
Source
feature listed
on the button.

11. When scrolling UA’s campus is
across icons a not a place of
description of the retired athletes.
category will Get your game on
pop up by joining a
sports team.
Where do you fit
in?

12. POSTER

13. SIGNAGE
From Concept
To Reality

14. TRANSIT

15. BUDGET
BREAKDOWN
Promotional Insert = 7”W X 9”H; 4-Color; .25/a page
.25 x 1024 = $256.00*
.
Newspaper = 3”H x 5”W; Black & White; $10.06/column inch;
$10.06 x 15 Column Inches = $150.90
Transit = 36” W x 11” H; 4 Color; $459/per month
Signage = Print/Production costs; $128.00
Poster = 11”W X 17”H; 4-Color; .59/a page .59 x
.59 = $5.10**
10 x 10 = $5.10**
Email = $0
TOTAL = $999.00
*Targets 1/5 of the incoming Freshman within the
Honors College Program
**Crimson Copies Rate

16. MEDIA
CALENDER
MEDIA MIX
Email - 50%
Poster/Signage - 41.67%
Promotional Insert - 5.16%
Newspaper/Transit - 3.17%

17. THOUGHTS FOR
THE FUTURE
› Over time The Source will evolve and build brand loyalty.
Opportunities to creatively market this product will also emerge.
› In the future consider:
• Hosting a online/offline training to show how The Source system
can help manage one’s organizations and interests.
• Sponsor campus events like‘Beat Auburn/Beat Hunger’.
• Begin promoting the physical venue for the company.
•Target Press Releases discussing annual progress,
changes, and development through local media.

18. QUESTIONS?