FIR Advertising Annual (+.5) Report


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Report detailing FIR Advertising's first 18 months of existence, including a comprehensive work recap for client, PSU Vikings Football.

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FIR Advertising Annual (+.5) Report

  1. 1. the first 18 months January 2011 – June 2012
  2. 2. director’s letterThe last 18 months has been an exciting time for Portland State University’s first ever intern-run advertising agency. After securing externalfunding, FIR was quickly staffed in less than a month. The first intern class consisted of merely five PSU students. This founding class was facedwith the initial challenge of serving FIR’s first client, the Vikings Football Program, without office equipment, or even an office. In fact, during thistime, FIR was not even called FIR. While conducting research and developing strategy for the Vikings, the interns worked closely with me to brandthe agency and begin raising awareness of the new internship experience to prospective interns.The founding interns worked diligently for five and half months on the task of building excitement surrounding the Vikings in a town with manyentertainment options and many new transplants already holding loyalties to teams outside of Portland and beyond. Developing a comprehensivecommunications approach, the team worked closely with the PSU Athletics Office in the creation of FIR’s first approved project, the “UnleashYour Inner Viking” campaign. The team pitched the idea to several potential donors around town and received consistently positive feedback fortheir due diligence and creative ideas on message delivery.That summer, a new set of interns worked on producing the first team’s concepts. The result was FIR’s first produced TV spot and its first onlineanimated banners. It was a great experience for the interns; few opportunities exist for undergraduate students to direct commercial shoots andsee their work on such networks as ESPN and TNT.Since these initial months of FIR’s existence, the agency’s roster has grown and so has its staff and its facilities. FIR produced work for sixbusinesses in addition to the Vikings last year, delivering projects as varied as the industries within which the different clients operate. Fromsearch advertising management to event planning to market analysis and production of point-of-sale materials, FIR interns took on manychallenges.Thirty-two different PSU students have interned for FIR so far. Feedback from past interns has been overwhelmingly positive. Students have beengiven the opportunity to be held to a higher standard and greater level of accountability than is typical in the classroom and they have benefitedfrom it. Being more prepared in job interviews and better equipped to start their first entry-level positions, past interns are now being hiredacross town. HR staff from various agencies and marketing departments are calling on FIR as a credible reference for job placements.
  3. 3. It seems that FIR is starting to get noticed by the right people. Makes sense, too, considering how hard the interns have worked on promoting theFIR name through the creation of a Facebook page, Twitter and Instagram accounts, a constantly evolving website, and outreach to advertisingagencies across Portland.One of the most significant contributors to FIR’s success has been the availability of new office space in the University Center Building. Byoffering a large area for interns to work and share ideas, this space has created a more effective work environment – interns feel like they arein a legitimate place to prove themselves, challenge each other, and produce better work than they thought possible.But none of this would matter without the generous support of Tim and Mary Boyle. Through their funding, interns have been provided thetechnical equipment and resources necessary to thrive in the advertising and marketing industries. This equipment allows interns to learnthrough hands-on interaction with the tools they will some day find vital to career stability and advancement.FIR is first and foremost an education provider. But education comes not at the expense of effective client service. Rather, its priority onlearning makes for better service and makes for better future professionals. It has been my honor and privilege to be part of something trulyrewarding to PSU students and the Portland community as a whole.I look forward to what the next 18 months bring.Tim ChristyFIR Advertising agency director director’s letter p. 5
  4. 4. contents who we are (p. 9) interns past + present (p. 10) the FIR process (p. 12) work recap – Vikings Football (p.14) Year-1 communications planning (p. 14) Year-1 production + campaign launch (p. 17) 2011 attendance + ticket sales (p. 24) Year- 2 research + intelligence gathering (p. 26) Year-2 communications planning (p. 28) Year-2 production + campaign launch (p.30) additional FIR accounts summary (p. 34) additional accounts work samples (p. 36) financials (p. 38) contents p. 7
  5. 5. fierce innovative raw
  6. 6. who we areFIR Advertising is a not-for-profit intern-run agency that develops advertising and strategic communications campaigns for local Portland businesses. By working withreal clients, real budgets, and real accountability, FIR interns experience a unique and tremendously valuable opportunity for Portland State advertising, marketing,graphic design, and communications students to gain a leg up on the post-graduation job market.Interns are assigned to one or more client accounts according to core competencies. Although existing skill sets are used to determine account assignment, all internsare expected to take on varied responsibilities. There are no official titles, though account leaders/coordinators have greater direct client interaction and responsibility.FIR stands for FIERCE + INNOVATIVE + RAW.Each intern is encouraged to take risks in their work and challenge themselves further than ever before. Working with local businesses that often possess modestadvertising budgets, FIR interns must be scrappy and pioneering in the solutions they provide clients. FIR is a sort of farm system for tomorrow’s ad rock stars andagency darlings. FIR helps interns best channel their raw talents and combine them with smart thinking and trial-by-fire experiences to reach their greatest potentialsand ultimately become more marketable in today’s job market.Participation as a member of FIR is counted as Portland State internship credit subject to Pass/No Pass. Although the minimum commitment is one school term(approximately 11 weeks), interns are highly encouraged to stick with FIR for at least two terms.FIR’s overriding mission is to exceed all clients’ expectations; to provide strategic recommendations and produce deliverables that are never considered“student work;” to be curious and passionate, all the while staying hungry to learn and grow.FIR sets out to work collaboratively to deliver innovative communications solutions and go outside the scope of expectations. Raw talent, diversity, and the desire to takeon a challenge inspire passion that drives FIR forward. FIR interns want a lot of different things, but at the end of the day, they are all united by the desire to be good atwhat they do. who we are p. 9
  7. 7. interns past + present Winter + Spring Term 2011 (jan. – jun.) Summer Term 2011 (jun. – aug.) Fall Term 2011 (sept. – dec.) Logan Bennett Daven Berg Daven Berg Dustin Hartzler Jackson McCormack Laura Cooper Rachael Kelly Meghan McLeod Ciera Dalton +0.0% Monica Komperda Anna Ropalo Dan Drakos 5 Joseph Schons 5 Drew Shook interns interns Moody Elzein [bold indicates multi-term interns] Candice Gardner Gustavo Martinez Joseph Schons +100.0% “My field of studies/interest was deeply rooted in graphic design and the creative aspect of advertising. What I learned was much more than I had expected and far beyond just Jake Trudell Ashley Yamashiro 10 interns design. Through my two terms with FIR I had the opportunity to take part in many different responsibilities. Working with sales reps, clients, handling media planning, managing teams, brainstorming, research and development, planning and executing strategies, and much [bold indicates multi-term interns] more. All of these hats and many more unmentioned have helped me develop my skills and understand the workings in the world of advertising, as well as what to expect and what is expected of me.” [Daven Berg]
  8. 8. Winter Term 2012 (jan. – mar.) Spring Term 2012 (apr. – jun.) A total of 32 different Portland State University students were FIR interns between January 2011Natalia Callejas-Ruiz Chris Balfour and June 2012. Both intern numbers and retention increased nearly every term, with the largest term-Dan Carmody Natalia Callejas-Ruiz to-term growth occurring between summer and fallMoody Elzein Dan Carmody (100% increase), and the highest retention rate (67%) occurring during spring term.Jen Fisher John ChavezCandice Gardner Jen FisherLindsay Hofer Tom Huteson “Highly recommended experience for thoseDavid Keller David Keller serious about the profession. The opportunityDerek Muller Kate McPike to practice every phase of project and client management was ultimately enriching byPaul Quiring Derek Muller gaining the confidence to take those steps andChris Sears +20.0% Paul Quiring receive client feedback. The instructor 12 +8.3% mentorship was especially impressionable, and 13Anastasiya Uzhva Chris Sears the safety provided to fail and learn wasAshley Yamashiro interns Victoria Thammavong invaluable.” Anastasiya Uzhva interns [Laura Cooper] [bold indicates multi-term interns] [bold indicates multi-term interns] interns past + present p. 11
  9. 9. the FIR processFIR caters primarily to local, or locally-minded, Portland businesses. Prior to any agreed-upon projects, potential clients are vetted to ensure businesses are somehowaligned with Portland State’s values of:Learning + DiscoveryAccess to LearningA Climate of Mutual RespectOpenness + ReflectionCommunity + Civic EngagementAll prospective clients are briefed on FIR’s commitment to providing interns a learning experience first, a client service experience second. As such, prospective clientsagree to not only provide honest feedback on work produced, but also necessary support and resources needed for interns to learn and grow.Once a verbal agreement is made with a business to take on its project, an initial client meeting is undertaken with FIR’s agency director and the client’s assignedaccount team. During this meeting, a client’s advertising and communications needs and goals are discussed, along with those services FIR offers that will best servethe client. From this discussion, an assigned account leader drafts a statement of work that includes (1) project purpose, (2) scope of immediate work and timeframe(specified over an 11-week period), (3) details surrounding each phase of a project, (4) client expectations, (5) requested donation amount and expected expenses, and(6) signatures from client and FIR leaders.Upon client approval of the statement of work, interns take over an assigned account and fulfill agreed upon work within scheduled timeframes. Interns are whollyresponsible for scheduling client meetings, managing projects, and producing deliverables subject to client feedback and approval. All work completed must be firstinternally approved by the agency director prior to client delivery.In addition to internal reviews and feedback of produced work, the agency director provides continual guidance in matters of research approaches, strategydevelopment, and client management/relations. The director also provides direct support and intervention when necessary to maintain client relations.
  10. 10. Client Expectations Liability: Client understands that FIR Advertising is staffed with student interns from Portland State University (PSU) and not professional consultants. All projects are completed under the guidance of Dr. Timothy Christy (FIR Advertising Agency Director and PSU Assistant Professor of Marketing and Advertising Management). Intern work does not constitute professional (paid-for) advice and no warranties are made regarding recommendations and their implementation/launch in the marketplace. Neither interns nor Portland State University and its faculty accept liability for the consequences of any action taken as a result of FIR Advertising produced work, or any recommendations made or inferred. Client contact: Client must name an individual to act as the main client contact person to provide FIR Advertising interns all necessary support and materials (documentation, relevant research intelligence, external contacts, etc.) to facilitate successful project completion. Client contact person must be available and able to respond to intern requests in a timely manner throughout the project duration. Project expenses: Client will reimburse FIR Advertising for any out-of-pocket expenses in the completion of the project. These expenses may include, but are not limited to, project required travel, research materials, presentation materials, direct costs associated with primary research, and production of work. Client must establish an understanding and signed agreement with the FIR Advertising account team to determine what, if any, expenses may be incurred and the policy for reimbursement. All project expenditures must have prior approval from the Client and interns will provide a receipt for each expense. Confidentiality: Because a project will often require access to information that is considered proprietary by the Client, all FIR Advertising personnel are prepared to sign a confidentiality or non-disclosure agreement if required by the Client. It is the Client’s responsibility to provide that agreement, if applicable. Intended donation: A tax deductable donation to the Portland State University Foundation – FIR Advertising is requested at the completion of the project. On average, FIR Advertising clients donate $500 to $1,000 at the completion of projects. A smaller donation amount for non-profits and clients with pending budget difficulties may be negotiated. Donations support continued operation of FIR Advertising, including, but not limited to, intern professional development programs/sessions, technology needs, and agency self-promotion. the FIR process p. 13
  11. 11. work recap – Vikings FootballFIR took on the Portland State University Vikings account in January, 2011. This partnership was made possible through funding from Tim and Mary Boyle and is FIR’slongest-standing account. Since its inception into the FIR roster, the Vikings account has evolved and grown into a key piece of business for the agency.Year-1 Scope of WorkThe Vikings initially came to FIR with the overriding goal of maximizing football ticket revenue and spectator attendance among 30-40-year-old Portlanders. To assistwith this goal, FIR developed a comprehensive five-phase action plan that included, (1) research and intelligence gathering, (2) communications planning, (3) donorpitching, (4) production and campaign launch, and (5) campaign monitoring.research + intelligence gatheringFIR conducted extensive secondary and primary research surrounding the Vikings, fans and fan behavior, and the city of Portland in an effort to best understand keycommunications problems that needed to be tackled and opportunities that could be leveraged. Existing research on fan behavior and sports marketing were explored,and relevant databases and blogs were mined. More than 500 online and intercept questionnaires were gathered from the five main Portland quadrants; numerousfocus group interviews with Portlanders, sports fans, and Vikings players and coaches were conducted; observations of fan behavior were recorded at sports venues,sports bars, and on public transportation after major sporting events.From research conducted, the most significant campaign problem was identified:Portlanders are unaware of what it means to be a PSU Viking. They know there is a team, but they do not know much about the team and feel littleconnection to it.communications planningFour key audience insights drove communications planning for the Vikings account:Social affirmation validates thoughts and behaviors.Loyalty to one’s local community is a source of pride for Portlanders.There is a struggle between wanting to be independent and needing to be connected.There is a general sense of apathy toward Portland State Vikings football despite people being feverishly proud of and loyal and loyal to the city of Portland.
  12. 12. Truths• social affirmation validates thoughts + behaviors• loyalty is a source of pride• struggle between wanting to be independent + needing to be The Campaign connected• apathetic towards Vikings football despite being proud + loyal to Target Audience “Unleash Your Inner Viking” Portland Portland Portland State Football Truths Truths• apathetic • disconnection between team + city• living in Portland is unique + • want to connect with the city comfortable • community efforts largely unnoticed PORTLAND VIKINGS [INNER VIKING] work recap – Vikings Football (Our Town) (Your Team) p. 15
  13. 13. work recap – Vikings FootballThe Vikings’ existing tagline, “Our Town. Your Team,” though relevant to what the football program represents in Portland, did not fully tell the Vikings story toPortlanders in a meaningful and tangible manner. FIR set out to change that by further developing the message to include the call for Portlanders to “unleash” theirinner Vikings. Though many residents are fans of out-of-town teams like the UO Ducks and OSU Beavers, everyone in Portland is bonded by their love of the city. FIR’scampaign was created to show Portlanders that they are all connected by their shared inner Vikings. By leveraging the audience’s love for Portland and using it tocreate a deeper and more resonant connection to Portland State Vikings football, the campaign would better tell the story of “Our Town. Your Team.”Working with local media sales representatives, FIR developed a comprehensive media plan to help build awareness of Vikings football, shift Portlanders’ feelings aboutthe Vikings from apathy to excitement, and establish an emotional connection between the Vikings, its values, and the Portland community. Utilizing a total media andproduction budget of $10,000, FIR placed advertising primarily in local cable (ESPN, ESPN2, ABC Family, and TBS) during prime viewing dayparts and on local onlinepublication sites (OregonLive and Portland Mercury). Additional social media efforts were also planned, including a new Twitter feed for the Vikings mascot Victor E.Viking.donor pitchingIn an effort to generate funds to pay for the Vikings campaign, FIR was given the task to pitch its communications plan to local donors. Working closely with the PortlandState Athletics office, FIR presented its campaign plan to five separate executives. Although the plan was well received, no donation dollars were generated throughthese efforts. 1.2011 2.2011 3.2011 4.2011 5.2011 6.2011 7.2011 8.2011 9.2011 10.2011Initial client Secondary research Focus group Research presented Creative + media Donor pitches TV spot + online Campaign Campaign Creation of Victormeeting; project on fan behaviors interviews to client; creative approved; media continued; new ad units produced launched monitored E. Twitter feed;parameters conducted conducted strategy + media plan purchased; donor account team creativeestablished developed pitches conducted formed adjustments made
  14. 14. production + campaign launch – print Prior to the official launch, a teaser print ad was created for Portland Monthly’s Passport to Beervana (July 2011) insert. This insert had great pass-along value, and represented an opportunity to begin to tell the “unleash” story to a wide array of 30-40-year-old Portlanders. 11.2011 12.2011 1.2012 2.2012 3.2012 4.2012 5.2012 6.2012 7.2012Media make- Campaign recap + New account team Survey + focus Media plan development; Media plan + creative Creation of new TV Production of print, Creation + launchgoods negotiated; final evaluation formed; review of group research creative concepting execution mock-ups spot; creation + online, + OOH ads; of donor pitchclose of campaign conducted 2011 campaign conducted conducted approved by launch of donor continued donor efforts video fundraising efforts work recap – Vikings Football p. 17
  15. 15. work recap – Vikings Footballproduction + campaign launch – televisionIn order to build excitement and best communicate the connection between Portland and the Vikings, FIR created a 30-second TV spot titled, “Unleash,” that highlightedthe quintessential sounds and images of Portland and Portland football. Featuring a street performing bucket drummer that provided the spot’s backbeat, thecommercial was edited in a way to demonstrate how intertwined Portland is with the Vikings. The spot was aired a total of 196 times during home game weeks betweenAug. 15 and Nov. 20, 2011.(SFX: MAX wheels clanking against track; MAX whistle.) (CUT TO: Home game opening. SFX: Bucket drumbeat (CUT TO: Bucket drummer.) (CUT TO: Hipster cyclists. SFX: Bicycle bell chime.) throughout.)(CUT TO: Action shot of Viking players during game.) (CUT TO: Bucket drummer.) (CUT TO: Vikings game day crowd cheering.) (CUT TO: Bucket drummer.)(CUT TO: Several images of Portland. SFX: Various Portland (CUT TO: Vikings players unleashing their inner Vikings. (CUT TO: Tagline.) (CUT TO: Endplate featuring home schedule, new field name,sounds.) SFX: Drumbeat stops, replaced by players yelling.) and call to purchase tickets.)
  16. 16. august september 2011 TV Schedule Sun. Mon. Tues. Wed. Thurs. Fri. Sat. Sun. Mon. Tues. Wed. Thurs. Fri. Sat. 31 1 2 3 4 5 6 28 29 30 31 1 2 3 4am – 9:59am 7 8 9 10 11 12 13 4 ESPN 5 6 FAM 7 FAM 8 ESP2 9 FAM 10 ESPN ESP2 ESP2 ESPN ESPN ESPN ESPN ESPN ESPN ESP2 FAM ESP2 ESP2 ESP2 ESP2 FAM 14 FAM 16 FAM 10am – 4:59pm 15 ESP2 17 ESPN 18 ESP2 19 ESP2 20 ESPN 11 12 13 14 15 16 17 ESP2 FAM FAM ESP2 ESP2 ESPN ESPN ESP2 FAM ESPN ESPN ESPN ESP2 ESP2 ESP2ESP2 21 FAM 22 23 ESP2 24 ESPN 25 ESPN 26 ESP2 27 18 ESPN 19 ESPN 20 ESP2 21 ESPN 22 ESP2 23 ESP2 24 5pm – 12:59amFAM ESP2 ESP2 ESPN FAM FAM ESPN FAMESPN ESPN ESPN FAM ESPN ESP2 ESP2 ESP2 FAM ESP2 ESP2 ESPN ESPN ESP2 ESP2 FAM ESP2 FAMESPN 28 29 30 31 1 2 3 FAM 25 26 27 28 29 30 1FAM october november Sun. Mon. Tues. Wed. Thurs. Fri. Sat. Sun. Mon. Tues. Wed. Thurs. Fri. Sat. 25 26 27 28 29 30 1 30 31 ESP2 1 ESP2 2 ESP2 3 ESP2 4 ESP2 5 TBS TBS ESPN ESPN ESPN ESPN TBS ESPN ESPN TBS ESP2 ESP2 2 ESPN 3 ESP2 4 ESPN 5 ESP2 6 ESPN 7 ESP2 8 ESP2 6 7 8 9 10 11 12 FAM ESP2 ESPN ESP2 FAM ESP2 ESPN ESP2 ESPN FAM ESPN ESP2 ESPN ESP2 TBS ESP2 ESP2 FAM ESP2 FAMFAM 9 10 11 12 13 14 15 13 ESPN 14 ESP2 15 ESP2 16 ESP2 17 ESP2 18 TBS 19 ESP2 TBS TBSESPN ESP2 ESP2 ESPN ESPN ESP2 ESPN ESPN ESP2 TBS ESP2 TBS 16 ESPN 17 ESPN 18 ESPN 19 ESP2 20 ESP2 21 ESP2 22 ESP2 20 21 22 23 24 25 26 TBS ESP2 TBS TBS TBS ESP2 ESP2 ESPN ESPN2 ESP2 ESPN TBS TBSESP2 TBS 23 24 25 26 271 2 28 3 29 27 28 29 30 1 2 3 30 ESPN TBS 31 ESP2 work recap – Vikings Football p. 19
  17. 17. work recap – Vikings Footballproduction + campaign launch – onlineThroughout the Vikings season, numerous animated Interactive Marketing Units (IMUs) were served on and Placing ads both inRun-Of-Site (throughout all pages of the sites) and in strategically selected sections of the sites, a total of 485,218 impressions were generated on OregonLive and anadditional 200,001 impressions were generated on Portland Mercury, achieving a target audience reach of approximately 40%. A total of 403 clicks to the GoViks.comwebsite were achieved (Click-Through-Rate of .06%) across 12 different creative executions. Each unit featured either a fan, a player, or a cheerleader unleashing theirinner Viking through a sequence of three panels demonstrating the transformation from normal everyday Portlander to full-blown Viking. [Fan: med. rectangle 300x250] [Player: med. rectangle 300x250] [Cheerleader: med. rectangle 300x250] impressions clicks CTR time period 92,905 65 0.07% 8/21 – 9/6/2011 [Fan: leaderboard 728x9]) 163,631 107 0.07% 9/7 – 9/24/2011 76,237 51 0.07% 9/25 – 10/8/2011 76,226 48 0.07% 10/9 – 10/22/2011 [Player: leaderboard 728x90] 76,220 63 0.08% 10/23 – 11/19/2011 [Cheerleader: leaderboard 728x90]
  18. 18. As the campaign progressed, additional creative units were developed for that more closely featured specific players and their personalconnections to Portland. These alternative units were created in an effort to overcome low CTRs initially generated by[Kavanaugh: leaderboard 728x90][Monahan: leaderboard 728x90] [Kleffner: med. rectangle 300x250] impressions clicks CTR time period 146,352 46 0.03% 9/2 – 10/26/2011 53,649 23 0.04% 10/27 – 11/17/2011 work recap – Vikings Football p. 21
  19. 19. work recap – Vikings Footballproduction + campaign launch – social mediaIn an effort to further develop the Vikings personality and establish a deeper connection with Portlanders, FIR created a Twitter account for the PSU mascot, Victor E.Viking. Research conducted by FIR uncovered a lack of knowledge among the target audience regarding Portland State’s mascot being a Viking, and few knew aboutVictor E. specifically. FIR attempted to overcome these shortcomings by developing an informative yet fun message tone for Victor E. that would raise awareness andbuild additional excitement surrounding home games. Victor E. was positioned as the ultimate super fan, believing enthusiastically in his Viking “teammates.” FIRdeveloped Victor E.’s Twitter character as comical, humble, and optimistic about team victory; his self-defined role and benchmark for success was measured by hisability to engage new and loyal fans in a rally around Viking Athletics.Sample Tweet Schedule day morning (8-11a) afternoon (12-4p) evening (5-9p) M introduce upcoming game competition preview, time, location, viewership media special game/halftime causes/honorees T post departmental/coaching staff comments examples of Viking spirit in-house invite fans to creatively express their “inner Vikings” W post news stories/coverage of game invite game-attendance with promo materials Victor E. trivia questions for fan engagement (history, costume changes) R reinforce game specifics/fan promo opportunities advertise tailgate, rally, and stadium march events ask fans to share their Viking game-day rituals F comment on team practice energy, individual player coverage of pre-game fan events note Green Squad attendance; how fans comments, and/or overall departmental game mindset can join in the “Green Out” S final game-day advertisements, promo reminders, comment on game prep, warm-up, and player position game coverage: Victor E. location, fan special game causes/honorees changes/injuries recognition, stadium reactions, key plays S game day recap; including fan pictures with Victor E. next week game preview overall Big Sky Conference standing, season record, and playoff expectations
  20. 20. [Victor E. Twitter feed]campaign monitoringThroughout the life of the campaign, all audience touchpoints were monitored for performance and vendorguarantees. Online creative rotations were adjusted to improve ad unit effectiveness and FIR worked closely withmedia partners to ensure proper delivery of purchased advertising. When appropriate, FIR negotiated mediamake-goods when guarantees were not met. Such monitoring resulted in total media refunds of approximately$2200. work recap – Vikings Football p. 23
  21. 21. work recap – Vikings Football2011 attendance + ticket salesThe Vikings finished third in the Big Sky Conference during the 2011 season. This performance was a considerable improvement over the previous two years whenPortland State finished second to last during both seasons. The final standings of the 2009 and 2010 seasons likely factored into modest ticket sales for 2011.For the 2011 season, ticket sales were flat compared to 2009, which was the last year the Vikings’ home field was in Portland. Similar to previous years, gameattendance was strongest during home games featuring well-known and top-ranked opponents such as Montana and Montana State. Pinnacle games in which the resultsdirectly influenced 2011 playoff participation, such as the final game against Weber State, also generated sizable ticket sales.2009 Season (PGE Park) 2010 Season (Hillsboro Stadium) 2011 Season (Jeld-Wen Field) standings W-L home road standings W-L home road standings W-L home road Montana 14 - 1 9 -0 5-1 Montana State 9 -3 6 -1 3 -2 Montana 11 - 3 8 -0 3 -3 Eastern Montana 8 -4 4-1 4 -3 Eastern Washington 13 - 2 10 - 0 3 -2 Montana State 10 - 3 6-1 4 -2 Weber State 7-5 4-1 3 -4 Montana 7 -4 5 -1 2 -3 Portland State 7 -4 4-2 3 -2 Montana State 7 -4 4 -2 3 -2 Sacramento State 6 -5 4-1 2 -4 Eastern Washington 6 -5 2 -2 4 -3 Northern Arizona 5-6 3 -2 2 -4 Weber State 6 -5 4-1 2 -4 Weber State 5 -6 3 -2 2 -4 Sacramento State 5 - 6 3 -2 2 -4 Northern Arizona 6-5 3 -2 3 -3 Northern Arizona 4-7 3 -3 1 -4 Northern Colorado 3 - 8 2 -4 1 -4 Northern Colorado 3 -8 2 -3 1 -5 Sacramento State 4-7 2 -3 2 -4 Portland State 2- 9 1-5 1 -4 Portland State 2-9 1 -3 1 -6 Idaho State 2-9 2 -3 0 -6 Idaho State 1 - 10 1-4 0 -6 Idaho State 1 - 10 1 -4 0 -6 Northern Colorado 0 - 11 0-6 0 -5 Vikings home game attendance Vikings home game attendance Vikings home game attendance v. Southern Oregon 7,436 v. Idaho State 5,025 v. Southern Oregon 4,953 v. Weber State 6,659 v. Montana 6,425 v. Northern Arizona 5,47 9 v. Sacramento State 5,037 v. Eastern Washington 4,097 tot. 19,579 v. Montana State 9,054 v. Northern Arizona 6,489 v. Northern Colorado 4,032 avg. 4,895 v. Willamette 5,4 9 1 v. UC Davis 5, 1 80 tot. 36,491 v. Sacramento State 4,6 3 5 tot. 35,684 v. Montana State 5,690 avg. 6,082 v. Weber State 6,0 7 2 avg. 5,947
  22. 22. Although FIR’s advertising work was not primarily created to directly generate ticket sales, results indicate the ad campaign’s success in generating interest at the boxoffice and directing fans to purchase tickets online. It should be noted that 2011 marked the return of the Vikings to Portland and the newly refurbished Jeld-Wen Field.Advertising emphasized this move; however, flat attendance and ticket sales may have at least partially attributed to a lack of home field awareness among the generalpopulation.With a return to a Vikings’ winning form and consistency in home field location, FIR is hopeful its 2012 ad campaign will continue to build excitement surrounding the Viksand help drive ticket purchases while leveraging the team’s on-field successes.2011 Individual Ticket Sales outlet sales phone sales online sales box office sales opponent tickets $ tickets $ tickets $ tickets $ Southern Oregon 11 265.00 0 0.00 71 1,656.00 899 10,648.00 Northern Arizona 11 105.00 12 12.00 73 1,728.00 933 12,219.00 Montana State 24 560.00 25 660.00 384 9,392.00 2,397 43,636.00 Willamette 5 78.00 2 40.00 58 1,441.00 999 15,145.00 Sacramento State 10 260.00 0 0.00 55 1,441.00 555 9,370.00 Weber State 11 105.00 12 120.00 250 2,280.00 1,298 4,223.00 totals 72 1,373.00 51 940.00 891 17,938.00 7,081 95,241.00 comps total 11,980 tickets sold total 8,095 sales total $115,491.69 work recap – Vikings Football p. 25
  23. 23. work recap – Vikings FootballYear-2 Scope of WorkDuring year two of the FIR-Vikings relationship, FIR set out to build upon the prior year’s campaign. Keeping the pre-established “Unleash Your Inner Viking” theme, FIRconcentrated its efforts on digging deeper into fan research and uncovering more effective ways to execute last year’s campaign concept. Additionally, FIR explored newways to generate donor funding in an effort to improve upon the previous year’s unsuccessful funding campaign.research + intelligence gatheringAs a continuation of Year-1 campaign monitoring efforts, FIR re-administered previously developed survey instruments used to measure perceptions surrounding Vikingsfootball, this time expanding the audience to include 18-and-above-year-old Portlanders, both students and non-. A total of 1,858 Portland State students, predominatelyaged 18-29-years, completed online questionnaires. Additionally, intercept surveys, focus groups (with international students, game-day rally leaders the Green ManGroup, and PSU students), and observational research were conducted similar to Year-1 efforts.Research results revealed little change in perceptions surrounding the Vikings. Similar to that found in Year-1, the overall feeling people have for the Vikings is apathy.Other conclusions drawn from FIR’s research include the following:Students are key components for having an exciting atmosphere at games.Individuals desire tradition to be attached to their sports teams and are interested in knowing players and their history.Portlanders need to be made overly excited to attend games since so many entertainment options exist during weekends.During Year-2, FIR also developed a new measurement instrument that assesses PSU students’ knowledge of the Vikings. Past research revealed a low level ofknowledge surrounding the Vikings among Portlanders in general. Administered online, this new instrument establishes a baseline from which to gauge future campaignefforts while increasing knowledge among participants since facts about the Vikings are provided once the survey is completed. Dubbed the “Knowledge Index,” FIRhopes to make this instrument a key component of all future campaign development and monitoring.
  24. 24. The “Knowledge Index” survey is comprised of 13 questions with varying levels of difficulty. Scores can range from 1 to 10, with higher scores denoting greaterknowledge of the Vikings. Initial administration of the survey to 150 students indicated a less than desirable level of Vikings knowledge (average score was 4.08). To helpassess on-going advertising efforts, the Knowledge Survey will be administered again during and after the 2012 football season.Knowledge Survey Results question % correct % incorrect % unsure What is the football team’s mascot? 86 2 12 What are the team’s colors? 84 10 6 Where do the Vikings play their home games? 49 27 24 What slogan do the Vikings use in their advertising? 37 9 54 What conference do the Vikings play in? 32 14 53 Who is the current head coach for the Vikings football team? 29 7 64 What is the web address of the site where you can buy Vikings tickets? 27 5 69 What is the cost of a general admission ticket to a Vikings football game? 22 18 61 What is the name of the PSU student fan group? 22 7 71 What is the team’s number one rival school? 16 26 58 What style of offense does the Vikings football team use? 11 11 78 Who is the current player on the team that was an All-American last year? 10 14 76 Who is the winningest football coach in Vikings history? 9 11 80 work recap – Vikings Football p. 27
  25. 25. work recap – Vikings Footballcommunications planningUsing the additional research conclusions generated during year two, FIR developed a campaign plan with the goal of getting students first, then potential fans, excitedabout attending live games. Utilizing TV, print, online, and out-of-home media, as well as public relations efforts, the Year-2 media plan was developed to be moregeographically targeted and more focused on heavy-up advertising during weeks of home games than the Year-1 campaign. [Media flowchart]
  26. 26. Three media budget scenarios were developed for the client and for donor fundraising purposes. Using the Year-1 $10,000 budget as a baseline, two additional proposalswere developed that would better reach the expanded target audience of the Year-2 campaign and extend ad placement into previously underutilized media channels.Media Budget Scenarios work recap – Vikings Football p. 29
  27. 27. work recap – Vikings Football production + campaign launch – 30-second TV spot rough-cut: “Charge!” The newest campaign plan features more fanatical and enthusiastic displays of Viking excitement among Portlanders. Five separate end-plates, one for each home game, were created to announce each corresponding opponent. Still yet to be launched, the 2012 campaign executions currently exist as mock-ups, pending donor funding.(SFX: Slow building + inspirational piano track throughout. SLO-MO: Gradual focus (SLO-MO: Portlanders from all walks of life, all overdressed in Vikings gear and (SLO-MO: Bearded Viking blowing water into the air.)of Portlanders unleashing their Vikings.) regalia, charge the camera.)(CU: Fan signing the Viking “V.”) (SLO-MO: Angled shot of Portlanders running towards the gates of Jeld-Wen Field.) (CUT TO: Endplate featuring opening home game opponent, date, time, and call to purchase tickets.)
  28. 28. production + campaign launch – print, online, and outdoor mock-ups[Online mock-up: leaderboard 728x90][Print mock-up: quarter page] [Bus shelter poster mock-up: 5’8” x 3’11”] work recap – Vikings Football p. 31
  29. 29. work recap – Vikings Footballproduction + campaign launch – donor videoFIR developed additional donor funding strategies in an effort to overcome Year-1 funding shortcomings. Specifically, FIR created a 4-minute quirky, yet informative videoexplaining what FIR is and urging viewers to donate funds to help subsidize campaign media costs. FIR worked closely with the PSU Athletics Office to develop varyinglevels of donor perqs to be rewarded according to donation amount. This video lives on the website as well as YouTube and Facebook. Blogger relationstactics were also employed to foster online word-of-mouth and sharing among local sports authorities and bloggers. Results of this effort are currently pending;however, the video generated 383 views in its first week online. FIR also developed a comprehensive campaign pitch book and donor presentation.[Various stills from donor video]
  30. 30. A donor announcement fact sheet was created in an effort to helpattract larger-ask donors to a donor pitch luncheon where FIRpresented its advertising campaign plan in July. The pitch was wellreceived by attendees; PSU Athletics Director, Torre Chisholmannounced during the pitch he would personally donate $500 to theeffort since he believed so strongly in the campaign. Additionaldonations received are still pending. work recap – Vikings Football p. 33
  31. 31. additional FIR accounts summaryJune 2011 – June 2012In addition to work completed for the Vikings, FIR completed projects for six new clients in the last year. Below is a brief summary of significant work done. Client time period donations received scope of work summary Guayaki Yerba Mate Sept. ‘11 – present $500 FIR conducted primary research into the cultural connection + significance of drinking yerba mate, with emphasis on college populations. The account team provided the client a deeper look into the college mindset as it relates to mate. During the week before fall term finals, FIR conceptualized + implemented a sampling event that incorporated gaming into the experience of drinking Guayaki products (both hot + cold beverages). Dubbed the Guayathlon, the client was so pleased with the results, they asked FIR to develop a plan to roll-out the event nationwide. During winter term, FIR helped launch a new Guayaki product, sparkling mate, by conceptualizing and implementing a new event that associated the client’s environmentally conscious mission with the story of Dr. Seuss’s, “The Lorax.” During spring term, FIR was instrumental in two additional sparkling mate sampling events – a Spring Finals Guayathlon and a product launch in Austin, TX COVER] American Advertising Federation National [FRONT at the Conference. During all these events, FIR provided promotional materials, point-of-sample supplements, and social media content. The Gaufre Gourmet Oct. ‘11 – present $250 FIR re-vamped and helped update the liege waffle food cart + caterer’s website. Additionally, the account team re- designed the client’s menu + collateral materials, created a point-of-sale slide show, and reached out to local concierges in an effort to inspire them to recommend Gaufre Gourmet to guests. The account team also conceptualized new promotional ideas such as a customer-driven waffle-of-the-week contest. FIR produced special event supplemental materials + provided photography services during high-profile events, including late-night catering service on the set of “Grimm.” Other efforts included search directory inclusion + basic search engine optimization (SEO) tactics for the client’s online presence. As an ongoing effort, the team also made strategic social media (SM) recommendations and provided SM support + content. Tualatin Library Foundation Jan. ‘12 – present $500 FIR updated the Foundation’s website and developed fundraising strategy recommendations, including the identification of new stakeholder segments and supplementary events. Additionally, the team created and designed all materials used for the Foundation’s biggest annual event, the Tualatin Vine 2 Wine fundraiser, including tickets, flyers, signage and collateral. The team also initiated the creation of a revamped website for the client in an effort to create a more engaged + compelling site experience.
  32. 32. Client time period donations received scope of work summaryIndow Windows Sept. ‘11 – June ‘12 $500 FIR conducted extensive secondary + primary research into homeowners’ beliefs surrounding home improvements, home ownership, the Portland housing market, and home preservation in order to develop a series of direct mail pieces. FIR also took over management of the client’s search advertising campaign by improving its AdWords ROI through the creation of more tailored ad units + more effective keyword purchasing. Most recently, the account team conducted a statistical analysis of price-point perceptions and buying behaviors, and produced two testimonial videos that will live online.Fork in the Road Sept. ‘11 – Dec. ‘11 $0 FIR worked with the social enterprise start-up to refine + create its Kickstarter video, which resulted in the client exceeding its funding goals.The Glove Press June ‘11 – Oct. ‘11 $250 FIR conducted extensive consumer research into the Portland food cart scene in an effort to determine market feasibility for the yet-to-be-established eatery. The account team produced + presented a comprehensive review of geographic considerations, neighborhood + customer perceptions, competitive analyses, + service opportunities. additional FIR accounts summary p. 35
  33. 33. additional accounts work samples (Quote: “Quite frankly, I don’t know that I would ever replace windows in a home again. I feel that Indow Windows on the whole provide you with the same exact benefits of full replacements, while allowing you to do as little damage to the [FRONT COVER] original building envelope as possible.” [TLF: website redesign mock-up] [IndowWindows: still image + quote from testimonial video] [Gaufre Gourmet: special even banner] [Fork in the Road: still image from video]
  34. 34. [Guayaki Yerba Mate: photo from fall Guayathlon event][TLF: Vine 2 Wine announcement/invitation] [Guayaki Yerba Mate: photo from spring Guayathlon event] [Indow Windows: direct mail piece mock-up][Gaufre Gourmet: Facebook banner / promotion] additional accounts work samples p. 37
  35. 35. financials Lab technology + equipment expenses - $7,617.30 Contingency + Miscellaneous expenses - $2,740.79 computer hardware TOTALS printing costs TOTALS MacBook Pro 13 laptop 1,099.00 Vikings client presentation materials 203.54 iMac 27 desktop computer + monitor 1,599.00 Donor pitch materials 324.95 Two printers (1 color, 1 B/W) + one external hard drive 401.71 Guayathlon event materials 55.90 584.39 Printer toner cartridges 554.95 Apple mini display port 24.95 3,679.61 photo shoot + event supplies Vikings video + photo shoot materials 367.13 computer software + subscriptions Guayathlon events materials 172.09 539.22 Adobe Creative Suite 5 622.00 Adobe Acrobat Pro 54.00 professional services Apple specialty applications 39.98 Steady camera operator 100.00 (March – July, 2012) 187.50 903.48 Sound work for video shoot 50.00 Search engine marketing training 100.00 250.00 web hosting + email fees 168.84 168.84 business meals + functions Intern work session meals 205.51 studio equipment Client meetings 8.45 Cannon Rebel DSLR 915.98 Food for photo/video shoot actors + crews 172.50 Tripod + memory cards 79.98 Two Vine 2 Wine registrations 80.00 Go-Pro Hero 2 video camera 215.00 Intern holiday party 153.50 619.96 RED video camera rental 500.00 1,710.96 postage 1.92 1.92 telephone Phone + cabling installation 278.00 FIR agency open house Monthly charges (Oct. 2011 – June 2012) 500.15 778.15 Event materials 211.90 Catering 533.40 745.30 supplies Art materials 25.23 Office materials 44.39 Business cards 182.95 Office wall banner 123.69 376.26
  36. 36. Vikings account research expenses - $1,967.76 In addition to expenses, a total of $2,000 was received from clients outside of the Vikings account that made donations. These funds were used to pay forparticipant incentives TOTALS internal expenses such as the FIR spring open house and the holiday party, asVISA gift cards 289.50 well as providing interns opportunities to attend client functions such as the 2012Living Room Theater gift cards 396.00 Vine 2 Wine event.Chipotle gift cards 315.00iPad (raffle prize) 399.99 During the next 18 months, efforts will be made to increase client donationTwo iPod Touches (raffle prizes) 425.15 amounts by requesting higher donations. In the next year, FIR hopes to raiseiPod Shuffle (raffle prize) 44.99 1870.63 enough donation dollars to initiate a FIR scholarship fund that will be awarded tofocus group refreshments 97.13 97.13 one intern per year to offset intern tuition costs. Viking donations for 2012 are still pending. However, despite many strategies andTotal expenses (Jan. 2011 – July 2012) - $12,325.85 tactics employed to generate substantial donor dollars to subsidize FIR’s Viking campaigns, very few funds have been generated. Discussions with the PSU Athletics Office are ongoing in an attempt to overcome past difficulties. financials p. 39