UGA Talking Dog Advertising 2016-2017

2. Introduction
Research
Challenge
Strategy
Executions
Results
Impact
Future Recommendations
TABLE OF CONTENTS
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4. 4

5. Grace Brandus
Shannon Walsh
Karen Mejia
Kyle Sledge Photographer
Bobby Wagner
Sabatani ShetuProject Manager
Account Executive
Copywriter
Strategic Planner
Alyssa Wehrell
Digital Specialist Art Director
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6. 6

7. UGA Miracle is campus philanthropy at the University of Georgia that
benefits the Children’s Healthcare of Atlanta, the local Children’s Miracle
Network Hospital.
Various fundraising events throughout the year with students and
Miracle families lead to the capstone 24-hour event, Dance Marathon. At the
end of the event, the fundraising total of the year is revealed. As the largest
student- run philanthropic organization on campus, this group of about
2,5000 passionate students has continued to exceed the previous year in
participation and funds raised- with the past two Dance Marathons raising
over $1 million dollars each for Children’s Healthcare of Atlanta.
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9. CHALLENGE
With the heavy emphasis on Greek Life currently surrounding UGA Miracle,our team was faced with the challenge
of restoring the brand image as an all-inclusive organization on campus. Our survey indicated that, because
71% of respondents were Greek and 66% were upperclassmen, involvement among Greek underclassmen was
Miracle’s most significant area for growth.
STRATEGY
With the objective of recruiting non-Greek students as Miracle members, our team created the “Come Together”
campaign, centered around unity and the power that the entire student body has to make a difference when
they come together. In order to increase the organization’s brand awareness on UGA’s campus, we revamped
Miracle’s image to cater to the college-aged target audience. Our creative efforts resulted in cohesive brand
content and merchandise to market Dance Marathon with vibrant, rave-like imagery. The honeycomb pattern
throughout our graphics visually-emphasizes the element of unity, and encourages all students- Greeks and non-
Greeks alike, to unite in order to make a difference For The Kids. Additionally, we consolidated the organization’s
massive web presence into a single website to streamline the disconnected content being pushed from various
different websites and social platforms.
RESULTS
Our campaign helped Miracle break records in Dance Marathon participation and funds raised, and we hope
that our work over the past year has laid a foundation for future developments in branding and membership.
Although we do not yet have statistics on how many non-Greeks attended Dance Marathon over previous years,
we are confident that UGA Miracle has improved its image in the eyes of these students.
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10. 10

11. Although UGA Miracle is a primarily Greek organization, we were challenged
to recruit and raise awareness amongst non-greek students in order to
increase diversity and inclusion within the organization. 11

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13. STRENGTHS WEAKNESSES
OPPORTUNITIES THREATS
• Largest philanthropy on
campus
• Motivated and dedicated
core members
• Large variety of
leadership roles and
levels of involvement
•
• Merchandise is not
available throughout
the year
• No defined website
• Viewed primarily as
a Greek organization
• Reaching out to under-
classmen
• Stronger emphasis on
alumni fund-raising
• On-campus club spon-
sorships (club sports, reli-
gious organizations, etc.)
• Two other major philanthropies
on campus (HEROs & Relay for
Life) compete for funds
• College students typically do
not have ample disposable
income
• A large organization can create
a barrier for inclusion
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15. CLIENT NAME:
UGA Miracle
KEY FACT:
UGA Miracle is the highest donor to Children’s Healthcare of
Atlanta’s Comprehensive Inpatient Rehab Unit.
CHALLENGE:
UGA Miracle is made up of primarily Greek members and
struggles to recruit non-Greek members.
OBJECTIVE:
Increase active recruitment and engagement of non-greek stu-
dents in order to increase participation by 30% by May 2017/
May 2018.
TARGET AUDIENCE:
Our primary target audience is UGA students between the
ages of 18 and 22. These students are either male or female
and are not a part of a Greek organization. They want to get in-
volved on campus and give back to the community, while living
on a budget.
INSIGHTS:
Non-Greek students feel unwelcome in the Miracle Community
due to the heavy emphasis on Greek life currently surrounding
the organization.
PROMISE:
UGA Miracle allows students to be a positive impact on the
lives of children with cancer at Children’s Healthcare of Atlan-
ta. Through fundraising for and participating in activities with
these children and their families, members will be able to sup-
port a cause that is all For the Kids.
SUPPORT:
1. Raised over $1 million dollars in 2015-2016
2. Raised $3.5 million dollars over 19 years at UGA
3. One of the largest, student-run organizations in the South-
east
4. Hosts Benefit Concert, tour of historic sorority houses, etc.
5. Hosts children’s families at the Athens Corn Maze, Athens
Zoo, etc.
TONE AND MANNER:
Energetic, Impassioned, Fulfilling
MANDATORIES:
UGA Miracle logo, Miracle Website, UGA Miracle social media
accounts, Attention drawing text or headlines, “For The Kids”
Tagline
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17. Of our 108 respondents, 29 were non-members.
5 of them had previously been members of the club
and left for reasons such as:
Out of 108 respondents, 71 percent belong to a fraternity or sorority
“It was too large
and I felt like I
wasn’t making a
difference”
“[Miracle] is a way
for Greek people
to try to raise the
most money”
“Didn’t feel like I
felt in, too Greek
affiliated”
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19. Emily is 19 years old and wishes to be more involved
on campus. She was not involved in any campus
organizations her freshman year, so she is eager
to get involved in one of the large philanthropic
organizations on campus during her sophomore
year. She heard about Miracle from friends in her
freshman dorm and was interested, but thought
that she had to be in a sorority to join. She’s
passionate about helping others and giving back to
the community, and loves interacting with children.
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21. Our survey indicated that, because 71% of respondents were
Greek and 66% were upperclassmen, involvement among Greek
underclassmen was Miracle’s most significant area for growth. We
aimed to increase Miracle’s brand awareness through creating
a consistent and cohesive brand that would appeal to all UGA
students alike.
Over 85% of survey respondents claimed that doing good for
others is the most important factor in extracurricular involvement.
We approached our campaign by emphasizing the potential
strength of the entire student body, and the ability that every UGA
student has to make a difference in others’ lives.
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22. STRATEGIC CHART
PROBLEM SOLUTION
Viewed primarily as a Greek
organization
No defined website
No means of tracking social media
impact
Inconsistent branding of promotional
graphics for fundraising events and
Dance Marathon
Merchandise not available throughout
the entire year
Developed “Come Together”
campaign to reach out to all
students
Created new, easily accessible
website
Developed spreadsheet to track
social media metrics
Designed colorful rave theme to be
used for Dance Marathon and to
attract target market
Designed t-shirts and activewear
items to be sold year-round
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24. COME T

25. TOGETHER

26. This campaign focuses on uniting
the whole student body under one
cause. Through this campaign we
will highlight Miracle as a family
and emphasize that that everyone
student at UGA is welcome to find
their home on campus with Miracle.
Our goal is to inspire students that
are not involved in non-greek life to
join the cause.
Alongside of our team’s campaign,
UGA Miracle also launched their
own campaign called “It Takes You,”
which focuses on the power of
each individual member. While this
campaign was independent from
ours, we worked to connect our
campaign with this platform. The
Miracle family can only achieve unity
with strong individual parts, and
they cannot come together without
the power of each person.
OUR CAMPAIGN CONCEPT
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29. Because UGA Miracle is a part of Children’s Miracle Network, they are
required to use the flame hot air balloon logo. We created a new logo that
fit these guidelines and promoted the new Dance Marathon brand.
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30. THE
INSPIRATION

31. HEADERS
OSWALD MEDIUM
OSWALD BOLD
BODY
Avenir Next Medium
HONEYCOMB
PATTERN

32. MERCHANDISE
We proposed Dance Marathon themed activewear because it is a marathon after all, right? This allows both female
and male participants to wear themed leggings/sweatpants during the event, but also afterwards to continue pro-
moting UGA Miracle since Athleisure is such a popular trend on campus. We have also designed a specific Dance
Marathon 2017 t-shirt which features the new logo and honeycomb pattern.32

34. PHOTOGRAPHY

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36. In order to create a more user-friendly web experience, we overhauled Miracle’s website. The
original website contained an overwhelming amount of information, so we reduced and reorganized
that information so that users can easily access the most commonly-sought information. We
simplified the overall design and unified the photos on the site for a more polished finish. Three
buttons were also added to help guide users to register for Dance Marathon, to get connected with
UGA Miracle Alumni, and to donate to UGA Miracle. Finally we created a blog to further engage with
the members and develop a brand voice.
WEBSITE REVAMP

37. Our goal was to achieve consistent branding of social media posts
across platforms in order to prepare for Dance Marathon. 37

38. SOCIAL M
CAMPAIGN G
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39. AL MEDIA
N GRAPHICS
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41. Snapchat Geofilter for the
Dance Marathon Event
The filter was available
periodically throughout the
24hr event to minimize cost and
maintain exposure.
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43. EVENT PLAN
GOAL:
To reach out to new potential members of Miracle to
kick off the new year and boost membership amongst
non-Greeks and freshmen. Emphasis of ads would be
heavy around Ramsey/ECV to reach out to active and
competitive people that would want to participate in a
dodgeball tournament.
Through heavy promotion around Ramsey and ECV,
this event will reach out to a significant portion of our
non-Greek underclassmen target market as well as
those that simply enjoy sports and competition. By
having the event at the beginning of the year, we aim
to boost membership while providing a great way for
new students to meet their peers who share similar
hobbies. This will serve as a first step in Miracle tapping
into the sports clubs and organizations market, an area
where we see significant potential growth.
“DODGE, DUCK, DIP, DIVE, AND DONATE”
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44. One of the highlights of Dance Marathon is the Morale dance, taught over the course of the 24-hours. Because this
dance is iconic to Miracle and well-known by all of the members, we believe that a flash mob of this dance on campus
during Miracle recruitment season would be a simple and effective way to attract new members. The proposed event
would take place on Tuesday, August 29th at 12:10pm at Tate Plaza, and some lyrics from the previous year’s dance
would be changed to encourage participation.
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45. “20 Memes That Describe You This
Weekend at Dance Marathon”
With the college-aged target audience, the goal of this native ad was to appeal to the common sense of humor and
popular culture understanding among young adults. Our campaign works to market Dance Marathon as a fun event for
college students, an event at which 18-22 year-olds would be happy to spend their weekend. Relating this compilation of
popular memes to Dance Marathon effectively portrays Maracle as an organization that is youthful and current.
NATIVE AD

47. 332 new likes, a 5.08% increase
2.94 more shares
1.25 more comments per post
24 new followers, a .82% increase
1.208 increase in retweets
3.867 increase in likes per post
258 new followers, a 8.32% increase
1.71 increase in comments
89.61 increase in likes per post
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48. THE WEBSITE
Averages around 500 page views a day
Peaked at 4,100 pageviews during
Dance Marathon
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49. #FORTHEKIDS
43,971 tweets over the year
#DM17
39 total tweets
50,402 impressions
24,655 accounts reached
#UGAMIRACLE
18 posts
10,817 impressions
10,441 accounts
reached
#FTK
89,483 tweets over the year
#HASHTAGS
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50. DANCE MARATHON
SNAPCHAT GEOFILTER
61,186
Total Views:
Cost: $5
Swipes: 2,661
Uses: 820
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52. $1,352,705RAISED
FOR THE KIDS

53. 05.17
IDS
The total amount raised For The
Kids was $1,352,705.17, making
this year’s Dance Marathon the
most successful Dance Marathon
hosted by UGA Miracle to date.
595 new registrants (3095 total
registered),
a 23.8% increase
$284,347.01 increase in money
raised, a 26.6% increase
DANCE
MARATHON
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55. UGA Miracle has had its most successful year yet,
and our campaign helped garner the greatest Dance
Marathon participation to date- with a record breaking
$1.3 million raised.
The fundraising total will be used to benefit not only the Comprehensive Inpatient
Rehabilitation Unit (CIRU) at CHOA, but also the Aflac Cancer and Blood Disorders
Center. Although we do not yet have statistics on how many non-Greeks attended
Dance Marathon over previous years, we are confident that UGA Miracle has improved
its image in the eyes of these students. We believe that by continuing with the
foundations we have, Miracle will continue to grow in popularity with non-greek
students.
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57. MEMBER SPOTLIGHT ON SOCIAL MEDIA
• Feature non-greek members that are active in UGA Miracle
NON-GREEK CHECK REVEAL
• Move the UGA Miracle office from Greek Life Office to Center for Student Activities and
Involvement
• Host a “Thank You” event after Dance Marathon each year in Tate Plaza
AFTER PARTY
RELOCATE OFFICE
• At Dance Marathon, do Check Reveal specifically for non-Greek organizations, similar
to that of the Greek organization and high school/college Dance Marathon partners
• Religious/Non-religious Groups
• Already have philanthropic messages
• Have Miracle Families speak at their meetings and encourage the organizations to
sign-up for Dance Marathon
STRATEGIC PARTNERSHIPS
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