Wisconsin Union

CampaignPlan Book

OUR TEAMMichelle Zukowicki

Rebecca Walsh Rachel Caraher Amber McBee

King ShabazzJess YangRyan Smith

Cameron Olson Leah FraleighNatalie Salo

At Mad Minds we believe in the importance of compelling messages that are delivered at the opportune moment. Driven by strategic insights and creativity, we create iconic campaigns that deliver results.

TABLE OF CONTENTS

Strategic foundation

creative brief

campaign messages

first floor debut

terrace reopening

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strategicFoundation

Research insightsTOP THREE MOTIVATIONS TO VISIT

MEMORIAL UNION:

I. ATMOSPHEREII. LOCATION

III. LAKEFRONT VIEWS

On October 5, 1928, Memorial Union opened to the University and greater community. As one of the most widely recognized and loved buildings on the University of Wisconsin-Madison campus, the Memorial Union Reinvestment faced the unique challenge of improving an already outstanding facility.

In fact, the Wisconsin Union is a star performer according to Net Promoter Score, a standardized tool to indicate

customer loyalty. Out of 100%, the Union ranked at 94.6%, an incredible accomplishment.

In addition, 85% of respondents in a Leede Research Group survey reported that they were very likely to recommend Memorial Union and its facilities to a friend.

The biggest ares of improvement for the Memorial Union are lack of seating and food issues.

84% of Memorial Union goers have been there before

STudents & recent alumniare the top two segments of Terrace goers

"THE GREATEST PLACE ON EARTH"

Client insights • Current Wisconsin Union marketing

campaigns emphasize the importance of vibrancy, freshness and community

• Memorial Union is seen as the “heart and soul” or “living room” of campus and the greater Madison community

• The Terrace reopening is not a single event but a natural, gradual reopening after renovations

• Importance of creating awareness of food options for first floor opening

• The Wisconsin Union is a space for students and community members

• WU currently focuses its marketing on students, followed by efforts targeted at alumni and the community

• WU markets Memorial Union as a focal point on campus, a hub of activity

• Social media has been a very successful medium for WU in past experiences

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swot analysis

strengths

opportunities

weaknesses

challenges

• Strong audience involvement & connection to atmosphere

• Large audience• Students, Alumni, Community

• Serves alcohol• Variety of things to do

• Dining Venues, Lake Views, Hoofers, Wheelhouse, Study Spots

• Strong social media presence• Strong brand personality

• Patrons upset with construction and changes

• Importance of appeasing upset customers

• Possibility of inability to open the Terrace in time for Graduation

• Potential to upset the graduating class of 2016

• Lack of bathrooms available at the initial Terrace reopening

• Capitalize on vibrancy and fresh appeal of reopened Memorial Union

• Expand into new alumni markets • Chicago, New York

• Improvements in accessibility, sight lines and customer comfort

• Increased seating space • Capitalize on Terrace Paver Campaign• Increase Union Membership and recent

alumni markets

• Memorial Union “Purists” are concerned about destroying the atmosphere and historical background of the Memorial Union and Terrace

• Potential backlash after the reopening

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key strategic principlestarget audience

primaryCurrent & Graduating

Students

secondaryAlumni

(Members & Non-Members)

tertiaryCommunity Members

& Prospective Students

positioning strategyAs the focal point of the UW-Madison campus, the Memorial Union

will be marketed as the campus leader in positive student experiences.

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key strategic principlesimportant product attributes

customer benefits

Infamous Terrace ChairsModern Food Selections

Lake access & Lake ViewsHoofers

Free WiFiAlcohol LicensePrivate Docks

Community Gathering PlaceStay Awhile Atmosphere

Unique AmbienceVariety of Dining Options

WiFi AccessibilityLakefront Views

campaign media rationale

Social media The Wisconsin Union has an incredibly strong social media presence with over 16,000 followers. Building on this platform, social media is a highly time and cost-efficient way to reach primary target audiences. In addition, social media is interactive and shareable, reaching large audiences.

PrintPrint will be used as an information source, providing visitors with insights about upcoming Union events. In addition, print serves as a valuable advertising tool, reaching consumers and reminding them about the Memorial Union.

VideoInteractive media, such as video, will be used for emotional appeals. The Memorial Union is attached with emotions, stories and histories that can be captured on camera. Features will be shared on the university website and social media accounts.

OutdoorOutdoor banners and signs will serve as quick reminders to campus and community members about the Memorial Union and the Terrace. Utilizing the unique brand identity and voice, Outdoor serves as another method to engage with our consumer.

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creative directivestwo distinct campaigns

terrace reopening:“We Saved You a Seat”

the first floor reveal:“Everybody Loves a Good Comeback”

Primary audience

secondary audience

Students

Alumni

key creative components

10 Days of Terrace

Social media and small event campaign aiming to engage the target audience and encourage attendance at the soft opening of the Terrace.

AlumniOutreach

Partnering with the Alumni Association and alumni bars, we will build relationships with alumni, encouraging them to use the Terrace.

message platformsPrint

Social Media

Promotional

Video

Primary audience

secondary audience

Students

Alumni

key creative components

Rebranding

Beginning by naming the new food concepts on the first floor and continuing throughout our campaign, we aim to deliver appealing and informative messages to create excitement about the first floor opening.

message platformsPrint

Social Media

Promotional

tertiary audienceMadison Community

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Creative brief

campaign overviewMad Minds’ campaign for the Wisconsin Union focuses on marketing strategies and tactics to unveil the new renovations at Memorial Union. Carried out in two distinct campaigns, the creative messages aim to foster excitement about the Memorial Union, encourage consumer engagement through social media and continue building brand loyalty.

The creative messages will be carried out in two distinct campaigns: the reopening of the Terrace in Spring 2016 and the first floor debut in Fall 2016. Each campaign emphasizes unique creative directives while combining into a streamlined, integrated marketing plan when combined. The bold colors and fun text of our messages speak to our three primary audiences: students, recent alumni and Madison community members.

The goal for the campaign is to promote consumer engagement. With the reveal of the Terrace and first floor, the creative campaign aims to engage consumers and increase the likelihood that the consumer will choose Memorial Union over a variety of other venue and restaurant substitutes. In order to encourage consumer action, the campaign utilizes welcoming and fun dialogue. In addition, social media campaigns such as the 10 Days of Terrace create a conversation with the Memorial Union target consumer.

Print media, displayed on and near campus as well as in local publications, serves as a reminder to visit the Memorial Union. In addition, print media about the first floor renovations will be displayed near the point of purchase, reinforcing consumer desire to choose the Memorial Union. Video and social media will serve as a means to communicate small reminders, promotions and information on a regular basis.

Both creative messages emphasize the community atmosphere of Memorial Union. It’s not just a student union, but a place where students, faculty and community members come together. Thus, the tone is friendly, playful and vibrant like the facilities. The Terrace rebrand speaks to the emotional tie students and alumni form with their student union and the first floor debut incorporates bold, eyecatching slogans and colors.

With two distinct campaign messages, Mad Minds will create a unique space in the media mix for the Wisconsin Union. We will maintain the strong brand image of the Wisconsin Union while fostering community engagement and excitement.

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creative objectives

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Create awareness and excitement for the new consumer benefits

Market the Union as a place for positive student, faculty and community member

experiences

Employ platforms and message mediums that will strategically reach the largest

portion of the intended audience

Maintain the established brand positioning of the union

campaign messages

campaign message strategyThe campaign communicates a light-hearted and witty tone that appeals to our primary markets: young students and recent graduates. With bold text and colors, the message appeals to students, faculty, alumni and the greater Madison community. The Terrace Reopening creates a welcome home appeal while the first floor reveal communicates the vibrancy and plethora of choices available at Memorial Union.

message tone & appeal

selling premise

The selling premise of the campaign focuses on the uniqueness of The Terrace and Memorial Union and the new attributes that will be accessible after the renovations are complete. For The Terrace, the campaign is centered on important product attributes and customer benefits, such as the iconic Union chairs and soon-to-be bigger Terrace space. While other highlighted product attributes include an updated food and beer selection and better lake views, the campaign seeks to “sell” Memorial Union through emotional appeals. The Union is a place to gather with friends, teachers and family; a place to study, eat or hang out; a place that is unique to the UW-Madison campus and the greater Madison community as a whole.

big idea

By strategically separating Memorial Union into two parts (the renovation of the first floor and the Terrace reopening), this campaign employs two individual big ideas, but both maintain unifying elements. For the Terrace campaign, the driving message is “We saved you a seat.” This idea calls for consumers to return to the new and improved Terrace and makes the audience feel welcome and wanted. We aim to reach the secondary target market, UW-Madison alumni by developing campaign messages around the theme “We miss you too.” The second portion of the campaign focuses on the first floor reopening. The big idea is centered around the phrase, “Everybody loves a good comeback” due to Memorial Union’s inaccessibility during renovations. This concept maintains the modern, witty tone of previous Wisconsin Union marketing materials and attempts to excite students, faculty, alumni and community members with the amazing updates to the Union.

unifying elements

Overall, the campaign’s messaging is rooted in the personification of both Memorial Union and the Terrace. By personifying the Union, consumers are drawn in through emotional appeals as opposed to purely product attributes. In addition, the campaign relies on fun, exciting messaging through bold colors and body text. Throughout the campaign, the Wisconsin Union maintains a distinct personality and character.

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terrace reopening

“We Saved You a Seat”

Print Advertisements

Promotional Items Social Media

The Terrace campaign focuses on the slogan, “We saved you a seat.” This campaign will be implemented through print advertisements, the Union’s social media outlets such as Facebook and Twitter, and promotional give-away items. All of these components work together to create an emotional

appeal to the audience, reminding them about the upcoming opening of the Wisconsin Union Terrace.

Banners

print messages

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print messages

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Each print advertisement features a series of Terrace chairs with a single stand-out chair in a contrasting color. The headline and body copy personifies the Terrace using a friendly, welcoming tone. Emphasizing both an emotional appeal and physical product attributes, such as increased space on the renovated Terrace, the print advertisements

closely align with the tone and personality of the “We Saved You a Seat” campaign.

The bright Terrace colors and visually appealing graphic grabs passerby’s attention while the body copy provides insight on the newly reopened Terrace. In addition, the single seat communicates that the Terrace saved each individual a spot to create his

or her experience at the Terrace. These print messages represent the essence and atmosphere of the Terrace through vibrant color, text and iconic symbols.

print messages

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We Saved You a Seat

print messages

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We Saved You a Seat We Saved You a Seat

These print advertisements incorporate a large, single union chair that aligns with the overarching theme of the Terrace reopening campaign, “We Saved You a Seat.”

Featuring a large Terrace chair, these print messages personify the Union and welcome students, faculty, alumni and community member back to the facility. The

bold image and welcoming text provide an emotional appeal, integrating the ads within the Terrace campaign. The bright, colorful background and the iconic Terrace

chair work together to grab the audience’s attention.

Promotions

Understanding the limitations of a soft Terrace opening, the 10 Days of Terrace is the perfect way to celebrate the newly renovated space. Over the course of ten days, students,

faculty and community members can take advantage of the renovations including more space and better lakefront views. Individual activities include free Babcock Ice Cream, Yoga at the Terrace and other theme days that emphasize the services the Wisconsin Union has

to offer, including Wheelhouse Studios and Hoofers. The ten-day promotional aims to peak interest in the Terrace while generating awareness and consumer enthusiasm.

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Promotions

In a partnership between the Wisconsin Union and the Wisconsin Alumni Association, the

Terrace reopening seeks to encourage alumni membership and trips back to campus.

Distributed to popular alumni bars in cities with strong alumni bases such as Chicago, Milwaukee, New York and San Francisco.

The coasters feature warm, heartfelt language that echoes the sentiments many feels alumni

feel about their alma matter. Printed in the iconic Terrace chair colors of orange, yellow and green, the coasters represent small piece of the

Terrace even if you are miles away.

The Terrace coasters serve as promotional take-away pieces that will encourage alumni

to check out the Wisconsin Union website and consider a trip back to campus.

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Promotions

Build the Union.

Buy a brick.

terrace paver

outdoor banners

The Terrace Paver Campaign enables students, faculty, alumni

and community members to leave a lasting mark on their Wisconsin

Union while supporting the lifelong missions of the Union. This

campaign is especially relevant to two of our primary markets:

students and alumni.

The Terrace Paver informational brochure will be available to the

public who visits the Terrace, providing information about the

Campaign and how to get involved.

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Utilizing the outdoor space leading to the main entrances of the Memorial Union, banners echo the

sentiments expressed in our big idea.

The banners combine bright, eye-catching colors with bold phrases that match the personification of the

Wisconsin Union throughout our creative campaign.

Student swag

coupons

PromotionsSunglasses with the iconic Terrace logo will be distributed on campus at popular places

such as Bascom Hill, Gordon Commons, Union South and Dejope Hall to announce

the reopening of the Terrace. Sunglases are extremely popular merchandise for students and practical for spending a warm afternoon

on the Terrace.

Sunglasses will be distributed for free during the 10 Days of Terrace but they will

be available for purchase following the promotional week.

Correpsonding with the soft opening of the Terrace and 10 Days of Terrace, coupons will

be distribtuted at the outdoor dining venues such as the Brat

Stand and Daily Scoop. The coupons will be redeemable

for the first floor reveal, encouragining customers to

come back and check out the completed renovations.

Laptop decals in the bright Terrace colors, green, yellow and orange will be available for purchase to

celebrate the reopening.

The Terrace logo is a great way to display Wisconsin pride through an

iconic symbol.

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Social MEdia

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twitter

instagram

facebook

Sample Captions: “The Terrace is coming back, and it’s going to be better than ever. Join us for #TenDaysOfTerrace and

celebrate everything you know and love about your favorite campus hangout.”

“Sun salutations and sunbursts. Thanks for celebrating Day 4 of #TenDaysOfTerrace

Social Media aims to create a dialogue and interactive space between the Wisconsin Union and its consumers. Facebook posts, Twitter updates and Instagram photos will use the same lighthearted tone of the campaign messages, continuing to create a cohesive campaign. In addition, social media enables the Union to engage with its consumer and gain key insights on ways to continue improving the Union.

First Floor Reveal

“Everybody Loves a Good Comeback”The first floor campaign revolves around the theme of Memorial Union as a comeback story. The first floor of the building, beloved by the UW-Madison community, is ready

for its return to the spotlight. This campaign will be implemented through print advertisements, an informational brochure, and the Union’s social media outlets.

Overall, the campaign functions as a call to action to generate community excitement and awareness of the reopening of Memorial Union’s first floor. Complete campaign

cohesion is demonstrated through the use of vibrant colors and personification.

Print Advertisements Brochures

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Restaurant Branding

Social Media

Print Messages

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Print Messages

Each print advertisement features a different comeback phrase, keeping in line with the

over-arching theme of the first floor campaign. The headlines and body copy employ a witty

tone, integrating the ads within the personality of the Wisconsin Union as a whole.

The bright blocks of color combined with the large headline work together to grab the attention of the audience. The use of vibrant

colors in a geometric configruation presents a modern and fresh take on the branding of the

Memorial Union. The main visual also creates a sense of mystery, pulling the audience further

in to the message.

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Print Messages

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The Memorial Union brochure highlights the best features of the Memorial Union Reinvestment. The brochure is a tool to inform all visitors of the new features at the

Union. It takes students, alumni and community members through the process of the Reinvestment and explains the updates to the building, the creation of Alumni Park and the development of the new dining facilities. It also serves as a reminder to purchase a

Union membership and take advantage of all the Memorial Union has to offer.

The Memorial Union

The Memorial Union Reinvestment began back in 2014. Phase I, which was complet-ed in Summer 2014, consisted of updating plumbing, electric and air systems of the west wing.

In September 2015, Phase II of the project began. Phase II involved updating infrastruc-ture, accessibility and sustainability of the east wing, central core and Terrace.

Alumni Park

Union Memberships

The Building Along with infrastructure and accessibili-ty updates, the Memorial Union underwent sustainability updates that transformed the building into a certified Gold Standard building as defined by the Leadership in En-ergy & Environmental Design program.

Views The east wing and core of the Union were restructured to showcase better views of Lake Mendota.

The Wisconsin Union and the Wiscon-sin Alumni Association partnered to create Alumni Park, a beautiful green space cen-tered between Library Mall and the Terrace. Alumni Park begins with the Welcome Plaza outside the front of the Union. The paved path of Alumni Way leads from the Wel-come Plaza down to Progress Point, on the shore of Lake Mendota. Bright gardens and green space line the path and fill in the space that was once a parking lot. Alumni Park enhances the beautiful views of Lake Men-dota and honors the Wisconsin Idea and the UW-Madison Alumni.

We’re bringing you our comeback, so it’s time for you to come back! Becoming a member at the Memorial Union is the best way to experience Madison. Union members get access to exclusive events and discounts. Visit www.union.wisc.edu for more informa-tion on becoming a member.

Now the Memorial Union is ready for its comeback.

Comeback!

Brochure part 1

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Brochure part 2

Print Messages

restaurant branding

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This restaurant name means “beautiful view” when translated from Italian to English. With the renovations streamlining access to Lake Mendota and with plans

to add more windows, it’s a fitting name for the fast-casual Italian

eatery. We wanted to incorporate the italian culture of the cuisine

into the scenic lakefront environment the restaurant would be located in. The result was Bella Vista, short, catchy and holding a

special meaning.

The name“1929 Bar and Lounge” has a few ideas behind it. First, 1929 maked the end of prohibition in Wisconsin, which was four years before the rest of the United States repealed

the amendment. Second, 1929 was the first full year of Terrace availability. It originally opened in October of 1928 but could not be used due to the winter months. Wisconsin is a

state that has a long history of beer and specialty breweries, and people see good beer as a part of Wisconsin’s culture. The interior design concept, an elegant black and white theme

with old grayscale pictures of the original terrace, would attract older alumni, but also peak the interests of current students who may be interested in the history of the Terrace.

1929 Bar & Lounge

Bella Vista

Social Media

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twitter

instagram

facebook

Sample Captions: “We’re back. We missed you too much to be gone for long.”

“Memorial Union sunsets are back” “Six new restaurants? Too good to be true - stop by MU to check them out for yourself.”

Social Mediapromotional video

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The creation of the “This is My Union” video fosters a reach to current UW-Madison students, allowing a greater relationship to form between the Wisconsin Union and its largest

audience. By establishing “This is My Union” as a slogan that links together the students in the video, students watching are encouraged to think about what constitutes “their Union.”

In this way, they are reminded of their relationship with the Wisconsin Union and invited to come back and continue building that relationship. The video focuses on the emotional

appeals of the pre-renovated Terrace and the value the post-renovated Terrace offers to current students.

Wisconsin Union

CampaignPlan Book