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h Integrated Marketing COMMUNICATIONS Promotions & Events Lea Janowicz California Polytechnic State University Mustang Media Group
2. 1. Context - Marketing In Student Media 2. The Meat & Potatoes - How MMG Operates 3. Case Studies 2014 - CNBAM - LEA JANOWICZ - CAL POLY 3. Stimulates interest Generates appeal Encourages experimentation Exposes product repetitiously Creates Brand Awareness 2014 - CNBAM - LEA JANOWICZ - CAL POLY 4. Inform Persuade Remind Develop Messages Adapt Message Spot New Communication Opportunities Make $$$$$$$$$ and 2014 - CNBAM - LEA JANOWICZ - CAL POLY 5. think about the IMPACTFrom the time you get out of bed and get on to doing what you do each day, think how much information you are exposed to and how it is delivered. Radio, newspaper, magazines, phone directory, television, packaging, Internet ads, bill boards, signsbus panels, cars, buses, park benches, common carrier, baseball fieldsshopping carts, direct mail, event programs, airplanes, etc. 2014 - CNBAM - LEA JANOWICZ - CAL POLY 6. were hardwired to notice whats different 2014 - CNBAM - LEA JANOWICZ - CAL POLY 7. The Mustang News approach... I n t e g r a t e d M a r k e t i n g Communications 2014 - CNBAM - LEA JANOWICZ - CAL POLY 8. Integrated marketing communications (IMC) is an approach to creating a unied and seamless brand experience for consumers across channels. Integrated marketing communications is an approach used by organizations to brand and coordinate their marketing efforts across multiple communication channels. 2014 - CNBAM - LEA JANOWICZ - CAL POLY Source - Lamb / Hair / McDaniel 2014 9. They wear several hats, but their three main priorities are - (1) Create tools for our sales team to be successful. (2) Build brand awareness and increase engagement for the Mustang News Student Media Group. (3) Provide marketing services for off-campus businesses. Mustang News Marketing is a fashionable bunch... 2014 - CNBAM - LEA JANOWICZ - CAL POLY 10. Lets look at Mustang Media Group. 2014 - CNBAM - LEA JANOWICZ - CAL POLY 11. But first a few acronyms we LIVE by in the business office - Because acronyms are fun. S.W.O.T. S.M.A.R.T. A.I.D.A.| | 2014 - CNBAM - LEA JANOWICZ - CAL POLY 12. S W O T Strengths - things the MN marketing does well. Weaknesses - things the MN marketing does not do well. Opportunities - conditions in the external environment that favor strengths. Threats - conditions in the external environment that do not relate to existing strengths or favor areas of current weakness. { { Internal External Situational Analysis 2014 - CNBAM - LEA JANOWICZ - CAL POLY 13. Specific Measurable Attainable Realistic Timely {S.M.A.R.T.} Marketing Objectives 2014 - CNBAM - LEA JANOWICZ - CAL POLY 14. A.I.D.A.& THE PROMOTIONAL MIX 2014 - CNBAM - LEA JANOWICZ - CAL POLY 15. awareness interest desire action 2014 - CNBAM - LEA JANOWICZ - CAL POLY 16. GrC 361 brainstorming (mind-mapping) Idea Generation 2014 - CNBAM - LEA JANOWICZ - CAL POLY 17. Brainstorm Ideas 13-14 School Year Swag Items Readership Ideas - Event Ideas SLO Fest Ideas Special Editions best. Getting Students Involved 2014 - CNBAM - LEA JANOWICZ - CAL POLY 18. Outline our competitive advantage pertaining to our products, services, etc. How do we compare to the competition? WE highlight unique features 2014 - CNBAM - LEA JANOWICZ - CAL POLY 19. Objectives strategies Actions We have a strategic plan. Its called doing things. Herb Kelleher 2014 - CNBAM - LEA JANOWICZ - CAL POLY 20. ! Mobile!Applica,on!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! MMG!Facebook!Likes! MN!Twi6er!Followers! #!of!Papers!taken! Website!Analy,cs! MN!Facebook!Likes!!!!!!! Integrate!campus!and!community!for!the! Housing!Fair!Promo,on.! 1.)!Housing!Fair!edi,on!handouts! 2.)!Housing!Fair!promo,ons! 3.)!Housing!Fair!Event! 4.)Coupon!Book,!Posters,!House!!Ads,!Mailbox! Fliers,!S,ckers,!Table!Toppers,!Direct!Mail,!Email! Outreach! 5.)Adver,sing!representa,ves!outreach!to!local! businesses.! 6.)!Monitoring!of!Google!Analy,cs! Vision& ! The!Tribune! Crazy!Coupons! Campus!Specials! The!Map! New!Times!! Core&Strategies& Key&Ini1a1ves& (ac1onable&steps&to&achieve&each&strategy)& Strategy!#1! Increase!awareness!of!all!Mustang! Daily!channels(print,!online,!Facebook,! Twi6er,!radio,!and!TV)!to!poten,al! adver,sers,!Cal!Poly!students,!faculty,! sta!and!the!San!Luis!Obispo! Community!through!Housing!Fair! Promo,ons.!! Strategy!#2! Increase!social!media!presence! through!integra,ng!marke,ng!and!PR! eorts!by!providing!readers!with! cap,va,ng!content,!campaigns,!and! events.!! ! ! Strategy!#3! Expand!readership!base!through! increased!visibility!on!campus!and! cross!promo,on!with!various!campus! en,,es.!! Winter!Quarter!2014! !!!Outcome:!Increase!Mustang!News!readership!10%!via!print,!online,!and!social!media!by!April!2014! ! Mustang!News!is!the!go_to!news! source!for!all!Cal!Poly!students,! faculty,!sta,!and!the!San!Luis! Obispo!Community.! Increase!student!awareness!through!small! on_campus!events!&!social!media!contests! u,lizing!our!mobile!applica,on,!Facebook,! Twi6er!and!Instagram!! 1.)!News!and!Brews! 2.)!Green!Out!Knock!Out!_!ASI! 3.)!#topharvard! 4.)!Whats!on!Page!4?! 5.)!Get!Caught__Print!! 6.)!Email!Campaign! 7.)!T_shirt!surprise! ! !1.)!UU!booth!Special!Edi,ons! 2.)!Farmers!Market_!Special!Edi,ons! 3.)!Basketball!Game!Promo,ons!w/!Housing! 4.)!Newsstand!Redesign!Project! 5.)!Steve!Aoki!Concert! 6.)!Woodstocks!Super!Bowl!Collabora,on! 7.)!!Rock!the!Casa! 8.)!!Run!for!Music!! 9.)!Hornets!Nest!Screening!Promo,ons!! ! !! Measurable&Ac1vi1es&& 3,157 !!!!!!!!!!4,500! 661 !!!!!!!!!!749! 4,448 !!!!!!!!!!4,864! n/a !!!!!!!!!!n/a! 32,570 !!!!!!!!!!87,507! 2,366!!!!!!!!!!!!!!4,661! Fall13!!!!!!!!Winter14! Key&Compe1tors& 2014 - CNBAM - LEA JANOWICZ - CAL POLY 21. www.mustangdaily.net | 805.756.1143 | [email protected] MARKETING & PROMOTIONS PROPOSAL Objective Promote the Vina Robles Amphitheatre (VRA) concert series by using the capabilities of Mustang Media Group to service areas throughout San Luis Obispo County executing the following strategy. Strategies 1) Build awareness of the VRA concert series August through October by executing the street team. 2) Build an engaged and involved audience through social media promotional tactics by deploying the live social media team. 3) Amplify the message by developing an ad campaign for both online and print media to engage and inform the Cal Poly Campus community. Tactics {promotional tools needed: Flyers, Posters, Postcards, Table Tents, Pastel Chalks} 1) Determine schedule and agree to execution and event/outreach dates. Launch online ad campaign. 2) Assemble two dedicated street teams (groups of four students) to target five central coast locations - Downtown San Luis Obispo, Paso Robles, Five Cites, Avila Beach and Cal Poly Campus. 3) With the focus being a diverse age demographic --- Infiltrate and capitalize on on-going local events, campus events and popular locations. Disseminate and post various marketing materials in the locations noted above. {Refer to page two for details on locations and businesses.} 4) Employ street team to attend various VTA concerts to launch social media live stream - live testimonials from concert-goers during VTA concerts. Capture and post video and photo testimonials, then upload to all VTA social platforms: twitter, pinterest, instagram and facebook. Identify hashtags to track and engage. Encourage social share among concert-goers. 5) Launch on-campus outreach program when school commences utilizing Mustang Media outlets: Mustang Daily, KCPR (ticket giveaways), MDTV. Launch print ad campaign -- special inserts into the daily paper, with one full-page add in Go-SLO, WOW, and BTS special publications. 6) Utilize social media accounts for Facebook, Twitter and Instagram. Generate daily updates on Facebook and Twitter regarding the marketing efforts that are taking place & create fan testimonials from concerts on Instagram. Client: AEG Live / Vina Robles Amphitheatre Date: July 11, 2013 Attention: Joan Rosenberg 2014 - CNBAM - LEA JANOWICZ - CAL POLY 22. So... the team comes up with a strategic plan for all promotions and events. Part of the plan includes a promotional strategy. 2014 - CNBAM - LEA JANOWICZ - CAL POLY 23. GrC 361 The Promotional Strategy - Define Audience - Design Concept - Advertising Channels - Public Relations Needs - Promotional Materials - Social Media Plan - Event Planning {if applicable} - Personal Selling - Identify Strategic Alliances {if applicable} 2014 - CNBAM - LEA JANOWICZ - CAL POLY 24. Identify which if any Promotional materials will be needed - Like... Coupons Loyalty Marketing Incentives Contests & Giveaways Sampling POP Promotional Materials Digital Promotional Needs 2014 - CNBAM - LEA JANOWICZ - CAL POLY 25. Build long-term relationships / partnerships for: Solid competitive advantage Cross-promotional purposes The ability to leverage strengths Cross- consumer engagement Strategic Alliances 2014 - CNBAM - LEA JANOWICZ - CAL POLY 26. Creative Direction Identify Call to Action Develop and Evaluate Advertising Appeals D r a f t C r e a t i v e B r i e f Execute the Message T e s t E n g a g e m e n t Evaluate the Campaigns E F F E C T I V E N E S S 2014 - CNBAM - LEA JANOWICZ - CAL POLY 27. MMG CREATIVE TEAM BRIEF PROJECT OVERVIEW OBJECTIVE AUDIENCE CONTACT DELIVERABLES TIMING DESIGN DIRECTION 2014 - CNBAM - LEA JANOWICZ - CAL POLY 28. THE SOCIAL MEDIA PLAN 1. Listen 2. Set objectives 3. Define strategies 4. Identify the Target Audience 5. Select the tools & platforms 6. Implement & monitor the strategy 2014 - CNBAM - LEA JANOWICZ - CAL POLY 29. Case Studies 2014 - CNBAM - LEA JANOWICZ - CAL POLY 30. SLO FESTObjective: To build awareness of Mustang News to the student body, while providing local vendors an opportunity to come on-campus and market their services and or products to the Cal Poly Community. Strategies: 1) Develop a promotional plan to engage students and build awareness of the event. 2) Implement and execute an on-campus event to engage both students and businesses. 3) Garner business participation by developing an affordable sales package that includes coupon book, booth space and mobile app. 2014 - CNBAM - LEA JANOWICZ - CAL POLY 31. SLO Fest Creative Briefing Project: Objective: Contact: Timing: Overview Audience Deliverables Design Direction SLO Fest Design Assets To create eye-catching and engaging promotional materials for the second annual SLO Fest--The on campus business expo exposing new and return- ing students to local businesses. Taylor-- [email protected] & Lea-- [email protected] First Round: Welcome Back Package/ Postcard--June 24 @ 2:00 Second Round: Hydration Station Stickers/Digital Assests/ Cover Designs/ Coupon Book-- July 15th @ 12:00 Third Round: Table Topper & Coffee Sleeve Stickers-- August 19th @ 12:00 Fourth Round: Mailbox Fliers/ House Ads/ Posters-- September 8th @ 12:00 Mustang Daily is offering advertising clients a welcome back package, which concludes with the second annual SLO Fest. The package includes ad space in the GO-SLO mail home edition, WOW, BTS, and the coupon book. Each of these publications, including the promotional materials for SLO Fest need to have a common theme/design direction. Local Businesses and Students Promo Materials On-Campus Promo Materials Off- Campus Design Assests for MD Print Design Assests for MD digital 11x17 Posters 4x9 Postcard Coupon Book Newsletter Template 5x7 Table Toppers House Ads Digital Ads 4x11 Mailbox Fliers Sales Sheets Files for Download 2x4 Stickers Cover Designs Mobile App Ads Theme: Outdoor Concert Take inspiration from outside lands (Refer to attachment) Create a common color palette to be used across all materials (Refer to attachment) 2014 - CNBAM - LEA JANOWICZ - CAL POLY 32. Mustang Daily COUPON BOOK 2013 Mustang Daily Presents COME TO MOTT LAWN FOR FOOD, FREEBIES,AND FUN! THURSDAY OCT 3RD 11 AM2 PM Mustang Daily Presents Fill out your contact information to be entered into our raffle for gift cards from our sponsors! Opt-out: I do not want updates from Mustang Daily NAME: PHONE: EMAIL: Visit 8 Vendor Booths and return to Mustang Dailys booth to receive your Free BBQ Ticket! Mustang Daily Spike's Pub SLO Brew Pancho's Creekside Eureka Subway Domino's Super Cuts Bikram Yoga SLO Cap Beginnings Meinike High Street Deli Ralphs Good Will Yellow Cab Taxi Dr. Jack Chiropractor Gus's Woodstock's Pizza Beach-N-Yogurt Jiu Jitsu Mission Thrift COLLATERAL ~ Posters Punch Cards Water Bottle Stickers Coupon Book 2014 - CNBAM - LEA JANOWICZ - CAL POLY 33. 2014 - CNBAM - LEA JANOWICZ - CAL POLY 34. #TopharvardObjective: To increase Mustang News facebook likes to be equivalent to the Harvard Crimson. A strong facebook presence leads to stronger community engagement, a more aware and informed student body and higher website trafc -- which in-turn leads to greater awareness for the Mustang News online advertisers. Strategies: 1) Develop an engagement campaign to build awareness of the Mustang News facebook page - use three phases of creative concepts to capture and keep attention and engagement strong. 2) Partner with Athletics, ASI and Campus Housing to develop and launch cross-promotional opportunities. 3) Tie campaign to all marketing and PR activities through the end of the year. PLEASE NOTE: Phase three creative not shown. 2014 - CNBAM - LEA JANOWICZ - CAL POLY 35. Phase 1: Infographic used in print & online 2014 - CNBAM - LEA JANOWICZ - CAL POLY 36. 2014 - CNBAM - LEA JANOWICZ - CAL POLY 37. #TOPHARVARD WHY? 2014 - CNBAM - LEA JANOWICZ - CAL POLY 38. 1,461 #TOPHARVARD UCSB Daily Nexus UC Davis California Aggie Cal Poly Mustang News UCLA Daily Bruin Yale Daily News Harvard Crimson 1,647 4,232 5,088 7,316 16,603 LIKE US ON FACEBOOK! facebook.com/CPmustangnews Phase 2: Infographic used in print & online 2014 - CNBAM - LEA JANOWICZ - CAL POLY 39. 2014 - CNBAM - LEA JANOWICZ - CAL POLY 40. 2014 - CNBAM - LEA JANOWICZ - CAL POLY 41. 2014 - CNBAM - LEA JANOWICZ - CAL POLY 42. Let us be your connectionObjective: To reacquaint and or introduce for the rst time Mustang Media Group products and services to local businesses that may or may not have worked with Mustang News in the past. The purpose is to build a connection with local businesses and the Cal Poly community via Mustang News marketing channels. The goal is to acquire 20 signed clients. Strategies: 1) Launch Let Us Be Your Connection marketing outreach campaign to all clients who have not advertised or worked with Mustang News in the past 12 months. 2) Develop incentives and packages to entice clients to sign. 2014 - CNBAM - LEA JANOWICZ - CAL POLY 43. Let us Be Your Connection! P Printed 9x11 envelope 2014 - CNBAM - LEA JANOWICZ - CAL POLY 44. WHAT ADVERTISING WITH MUSTANG MEDIA GROUP CAN DO FOR YOU > Yelp Ratings (Out of 5) 5 4 3 2 1 0 Firestone OldSanLuisBBQCo. DickiesBBQ RibLine SanLuisFish&BBQ MarstonsBar&Grill LagunaBBQ&Brew G.Brothers Smokehouse F.McClintocks TahoeJoes MosSmokehouseBBQ P There are eleven BBQ places in San Luis Obispo. Mustang Media Group can help YOU stand out. Your place in SLO No Longer The Broke College Student Automotive Services = $1727 Retail = $1151 School Supplies = $1007 Beauty Supplies = $575 Restaurants = $1098 Groceries = $1066 Entertainment = $341 Recreation = $107 Total: $7072 spent per student/year Based on Fall 2011 Data (18,762 students) Groceries Entertainment Recreation Automotive Services School SuppliesBeauty Supplies Restaurants Retail Sell Sheet Example 2014 - CNBAM - LEA JANOWICZ - CAL POLY 45. OFFICE: 805.756.1143 | [email protected] | 1 GRAND AVE. BLDG 26, RM 226 SAN LUIS OBISPO In an editorial this month, the student paper, the Mustang News, said fraternities havent changed their behavior since Starkeys death, and the administration made a mistake in letting them recruit freshman right away. BLOOMBERG NEWS A reporter at the Mustang Daily the student newspaper at Cal Poly San Luis Obispo wanted a copy of an email for a story. He filed a California Public Records Act request with the chancellors office in Long Beach but he didnt get it. LA TIMES Cal Poly has kind of been a beta tester for Aware Awake Alive, Wyatt said, and the goodwill that sprung out of the tragedy in San Luis Obispo is really continuing to keep San Luis Obispo the place where the leadership and commitment started and continues to this day. ARYN SANDERSON FOR USA TODAY ADVERTISE WITH US! WE HAVE BEEN RECENTLY NAMED BEST WEBSITE BY THE ASSOCIATED COLLEGE PRESS FOR ALL STUDENT BODIES OVER 10,000! P Best Special Section: 1st Place Best Sales Promotion Materials: 1st Place Best Online Promotion: 1st Place Acclaim Flyer 2014 - CNBAM - LEA JANOWICZ - CAL POLY 46. Stat Card 2014 - CNBAM - LEA JANOWICZ - CAL POLY 47. THANK YOU 2014 - CNBAM - LEA JANOWICZ - CAL POLY
