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Oregon Track Club Campaign
- 1. ft. AD CASE
- 2. 2 THE TEAM BRAND GOALS SWOT RESEARCH AUDIENCE THE BIG IDEA TRADITIONAL AD NON-TRADITIONAL AD MEDIA PLAN INDEX TABLE OF CONTENTS 3 4 5 6 11 13 16 20 33 39
- 3. 3 MEET THE TEAM KAYLA JUAN S H O T P U T MANAGER AUSTIN SEIM H I G H J U M P STRATEGIST DREW ORLICK 5 , 0 0 0 M E T E R MEDIA PLANNER SARAH WEISS H U R D L E S COPYWRITER EMILY AUSTINSON P O L E VA U LT DESIGNER DOMINIC CANGIALOSI J AV E L I N PRODUCER
- 4. 4 BRAND GOALS OTC’s main goal was to grow membership numbers. OTC is notorious for partnering with famous runners like Prefontaine, and is associated with the University of Oregon’s history in Track & Field. The Oregon Track Club is slowly losing it’s notoriety as Eugene population continues to grow. These track- town transplants aren’t aware of the organization, it’s events, and historical significance.
- 5. 5 SWOT STRENGTHS WEAKNESSES OPPORTUNITIESTHREATS OTC has a long history in Eugene, Oregon - OTC has been a part of the Oregon track scene for 50 years. Nike partnerships Local roots: OTC was formed at the University of Oregon OTC is an incredibly affordable group to join, especially for families Oregon track club is notorious for supporting famous runners like Prefontaine. Website is difficult to navigate with broken links Dependence on renting track and field facilities, which has resulted in displacement to LCC due to the Hayward renovations. Attendance of events varies due to divided age groups, seasonal obliga- tions, and infrequent recurrences. Lack of publicly branded events. OTC is directly associated with track & field , it is perceived to be a sea- sonal sports organization, rather than associating with running, which is year round. Unclear description of organizational mission and purpose of services University of Oregon Ducks Track and Field often overshadows OTC’s organization as a whole (Elite and Masters included) due the backing of UO’s marketing power. UO football and the rebranding of UO as a “football school” or, more re- cently as a “basketball school” has weakened Eugene’s identity as a town entirely devoted to to track City of Eugene’s Park and Recreation district summer programs for chil- dren and family Bounce Gymnastics, Eugene Downtown Athletic Club, and other private youth summer camp programs After school programs Get children active and involved Volunteer recruitment Summer camps & programs Community involvement Social Media Family memberships
- 6. 6 PRIMARY RESEARCH PRIMARY RESEARCH, CONDUCTED VIA INTERVIEW AT OTC EVENTS: ParentscurrentlyinOTCenjoytheprogram andtheopportunitiesthatitgivestheirkids. Many of them participated in the All-Com- ers meets as children. The parents however, feel dissatisfied with schedulingastheyhaveadifficulttimefind- ing when the next event is. Parents are willing to travel from all over Oregon for the unique events OTC puts on.
- 7. 7 Not one person interviewed followed OTC on social media. PRIMARY RESEARCH Most parents attending the events were not members of OTC themselves. Rather, they had only purchased memberships for their children. We found it difficult to find any attendees that were not long-time Eugene residents, or had previously participated themselves as children.
- 8. 8 RESEARCH SHOWS A report released last year by Common Sense Media said children up to age 8 spend an average of 2 hours and 19 minutes every day on screen media. This is nearly a 25 minute increase from 2011. This continues even though the American Acade- my of Pediatrics warns that overuse of digital media and screens can put children and teens at risk for a multitude of issues, such as obesity, sleep problems, near-sightedness, cyberbullying and negative perfor- mance at school.
- 9. 9 32% of Oregon 8th graders report- ed being physically active for at least 60 minutes every day RESEARCH SHOWS ONLY Oregon does NOT require physical education in every grade k-12
- 10. 10 RESEARCH SHOWS Children and young adults who exercise regularly are more likely to seek physical activity throughout their lifespan. Recent studies show that regular exercise in childhood and adolescence increases the odds of staying physically active and healthy during adulthood. A 2014 study of World War II veterans found that the sin- gle strongest predictor of well-being in later life was whether someone played a sport while in school.
- 11. 11 12% of the Eugene population is 30-40 and me- dian age is 34 (that’s aprox. 20K people.) The average household size in Eugene is 2.4 Data shows women in Eugene are having the most babies between ages 25-29, mean- ing they are 30-40 when their babies become young children PARENTS AGES 30-40 WITH KIDS AGES 3-11 TARGET AUDIENCE
- 12. 12 AUDIENCE PERSONAS Steven Steven is a 35-year-old married man living in the suburbs of Eugene. Steven graduated from USC with a BS in Criminal Justice. He now works as an officer of the Eugene Police Department. His wife is a nurse at Riverbend hospital. Together they make 125k a year. On the weekends, him, his wife, and their 3-year-old daughter go hiking around Oregon. Steven played lacrosse in high school, and enjoys staying active and in shape today. He is interested in encouraging his growing daughter to get daily exercise and wants to start her healthy lifestyle early on. Diane Diane is a 43-year-old di-vorced woman living in Springfield, Oregon. She went to Central Oregon Community College. Diane now works as a dental hy-gienist, bringing in 78k a year. She has two boys, ages 7 & 10. Diane is wor-ried her kids don’t get enough exercise during the summer when they aren’t enrolled in a school sport. She’d like for her boys to spend more time outside and less time playing vide-ogames.
- 13. 13 OREGON TRACK CLUB GIVES YOUR CHILDREN A FOUNDA- TION IN THE FUNDAMENTALS OF EXERCISE, SO THEY ARE MORE LIKELY TO BE ACTIVE LATER IN LIFE. THE BIG IDEA
- 16. 16 BUS WRAPS Buses can be seen all over Lane County. Many parents will interact with them on the road, while running errands or taking their kids to school. 88% of adults in the Eugene market drive each week
- 17. 17 FACEBOOK NEWSFEED SIDE ADMOBILE 78% of 30-49 year olds in the US use Facebook Local Reach strategy specifies marketing within geographic region
- 18. 18 INSTAGRAM 1/5 mobile minutes is spent on Facebook & Instagram. In the U.S.
- 19. 19 GOOGLE ADWORDS Google is the dominant search engine service for all cost-per-click advertising Advertisement appears alongside search results depen- dent on selected keywords, demographics, location, and affinity groups to determine audience EXAMPLE KEYWORDS: run, running, oregon track, track & field, summer camp, kid’s activies, kid’s sports
- 22. 22 SIDEWALKS RUNS WHAT Two-lane tracks that run the length of the block. These tracks are paint- ed using chalk paint & are designed to envoke the image and feel of a real track. These install- ments will be embla- zoned with a large OTC logo. WHY These local tracks will encourage children to run. If you’ve ever seen a child encounter hop- scotch on the sidewalk, it is almost impossible for them not to stop and hop in. We believe the tracks will encourage children to run & race eachother,thusincreas- ing the amount of phy- cisal activity throughout their day. WHERE These “tracks” would be placed on sidewalks near schools & city parks around Eugene and Springfield.
- 23. 23 (TRACK &) FIELD DAYS THE AGENDA OTC volunteers attend local schools and set up “(Track &) Field Days” on school grounds during breaks like recess and lunch.
- 24. 24 (TRACK &) FIELD DAYS OTC FIELD DAY Permission Slip Form Name of Child:_________________________________ Youth Shirt Size:_______ Emergency Contact:_____________________ Relationship to Child:_________________ Emgency Contact Phone Number:_________________________ Emergency Contact Signature:_________________________ Date:__________________ ------------------------------------------------------------------------------------------------------------------------------ May 24th, 2018 Gillham Elementry School What To Bring: Tennis Shoes Water Bottle Sunscreen Permmission Slip Form Extras: Receive OTC Newletter: (email address) OTC Summer Atheltic Challenge ( Circle One) Yes No OTC will be holding a field day to edcuate the students about the importance of physical activity. During the event the stu- dents will engage in physical activity as individuals and as team memebrs while also learning about track and field. Volunteer Opportunities: (email address) PERMISSION SLIPS Permission slips will be passed outintheweekspriortoFieldDay, in order to ensure the legal safe- ty of the organization. The slips also work to inform the parents of the students about the event and shows them OTC is actively try- ing to better their children’s daily lives through physical activity. STICKERS We knows slips can get lost in backpacks with old homework assignments. So, we’ll hand out stickers in advance, too. (TRACK &) FEILD DAY 2 0 19 FROM START TO FINISH
- 25. 25 T-SHIRTS FRONT BACK T-shirts will be handed out to all (Track &) Field day participants. The shirts de- signed to look as if the wearer has a marathon number pinned to their shirt. The back lists the days off all the age-appropriate All-Comers meets and other all-age OTC summer events.
- 26. 26 SUMMER ATHLETIC CHALLENGE KEEP ‘EM RUNNIN THROUGH THE SUMMER The OTC Summer Athletic Challenge is designed to keep kids motivated to get out- side and be active after the (Track &) Field Day & inbetween All-Comers meets. OTC membership is required to participate.
- 27. 27 STAY ON TRACK THIS SUMMER THE BOOKLET 2 pages of 8.5x11 paper folded in half cre- ates the booklet that guides kids through the OTC Summer Athletic Challenge. This is both cost-effective, considerably more sturdy than astandardflyer,andeasytoidentifyamoungst old math tests. THE TRACK MAP The Track (see opposite page) is designed to keep children active throughout the summer. Each space is the equivilent of 30 minutes of physical activity. The track is divided into four sections. When an entire section is complet- ed, the kids are able to collect a bracelet to showcase their achievement. CONTENTS Activity Ideas, Track Map, and Rules & Polocies
- 28. 28 STAY ON TRACK THIS SUMMER
- 29. 29 WRISTBANDS TRACK 1/4 TRACK 2/4 TRACK 3/4 TRACK 4/4 TRACK COMPLETE ALL-COMERS 1 ALL-COMERS 2 ALL-COMERS 3 ALL-COMERS 4 ALL-COMERS 5 BUTTE - TO - BUTTE OR OTHER OTC EVENT COLLECTING ALL 11 BRACELETS GOLD ALL BRACELETS READ “OREGON TRACK CLUB SUMMER ATHLETIC COMPETITION”
- 30. 30 WRISTBANDS COLLECTABLE Not only can participants col- lect braclets when they have completedasectionofthetrack map, but they will recieve an extra bracelet for finishing the entire track. Additionally, each All-Comers meet has a differ- ent colored bracelet to hand out to participants, Collect all 11 available bracelets, and re- cieve the extra-special GOLD bracelet.DISTRIBUTION Bracelets are available for pickup at OTC events, as well as all Eugene Duck Store Locations.
- 31. 31 EVENT TENT & TABLING E Q U I P M E N T EVENT TENT A reusable event tent allows for the otc to make it’s involvement known at already well attended events, such ass the butte-to- butte and all-comers meets. TEAR DROP FLAGS Reusable signage lets people know what the purpose of the tent is from a distance. TABLE A reusable table cloth printed with the otc’s logo will give the people a place to fill out their information when becoming a member of the otc, or signing their child up for field days.
- 32. 32 EVENT TENT & TABLING PRICING DISPLAY Whenwespoketotheparentsof the participants at the all-com- ers meets, we found many parents didn’t have member- ships themselves. Rather, they only bought annual member- ships for their children. When asked, many were unaware of the money they could save by signing up for a family membership.
- 33. 33 MEDIA PLAN
- 34. 34 MEDIA PLAN Our media plan is designed to increase brand awareness throughout the Eugene community, but also specifically target our audience of parents ages 30-40 with kids ages 3-11. Media will be placed strate- gically around the city and surrounding areas in which our audience lives, works, and attend school. Social media content will be posted on sites that our target audience frequently visits. New events, pro- grams, and equipment will highlight the Oregon Track Club’s com- mitment to serving families in the Eugene area. Interesting nontradi- tionaladvertisementswillencourageword-of-mouthcommunication between parents, which is often key in new parenting decisions.
- 35. 35 OBJECTIVES MARKETING Increase engagement on social networking sites Increase OTC following on Facebook and Instagram Increase Email newsletters subscribers (Currently tied to membership) Increase awareness of OTC merchandise for sale at the University of Oregon Duck Store MEDIA Bring awareness of OTC’s events and services to potential members Increase of OTC’s prestige within Tracktown USA’s community AD Bring greater awareness to OTC’s role in local track and field community Remind local families of OTC’s value to childhood development
- 36. 36 BUDGET ON-SITE Tent (& backdrop) $639.00 Tablecloth $125 Blank Sandwich Board $70 Teardrop Signs (2X) $351.50 On Site Materials Total: $1,185.50 CONTINUAL Google Adwords $265 Facebook Business ~$365 Continual Promotion Total (One year): $630 SEASONAL LTD Bus Ads (one month) $2,750 Temporary Chalk Track Design $75 Field Day T-shirts $3,420 Field Day Stickers (2000) $600 Summer Activity Club Booklets (2000) $2000 Summer Activity Club Wristbands (2000) $2000 On Site Materials Total: $10845 TOTAL: $12660.50
- 37. 37 SCHEDULE
- 38. 38 MEASUREMENTS SOCIAL MEDIA Engagement on posts (replies, likes, shares) Unique visitors (new IP addresses) Total visitors (including repeat IP address visitors) EVENTS Single entry sales Member attendance percentage MERCH Giveaway merchandise - Subtract remaining stock of items from quantity or- dered for each event. Given at Field Day events for children’s participation in events. Includes wristbands, stickers, shirts, & booklets
- 40. 40 THANK YOU.