demmer center 6 rivers creative
TRANSCRIPT
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Demmer Center
Six Rivers Creative Group
Adaemia Campbell, Dana Al-Nasrallah, Kathryn
Theda, Julia Brierton, Annie Stephens, Zach Peterson
+Brand Problem
Current Situation Demmer Center is losing 50% of its profits by not getting
enough traffic through its doors.
Through our survey and research majority of people are not
aware that the Demmer Center exists.
Bad PR from recent gun shootings at schools and general
bad reputation for guns.
+Target Analysis
MSU, LCC and Cooley Law Students
Families in the East Lansing and Lansing
area
+Obstacles
Awareness: Lack of awareness for the facility and uses by
general public.
Factors include:
Poor signage outside of facility
Lack of presence on campus and digitally on the internet
Lack of advertising and marketing due to low budget. Any
advertising has been minimally effective.
Controversial Subject Matter
Perception on all weapons by general public is mostly negative.
Gun control issues and violence in the news
+Potential Clients
Psychographics Outgoing personality willing to try new activities
Freshmen at State looking to get involved
Families looking for a fun activity to spend time
together
Disposable Income
+Opportunities
Demmer Center Colleges
Utilize all outlets at colleges in the area to create awareness
among students
Unique state of the art facility
5 outdoor archery ranges, 2 indoor firearm ranges, spacious
lobby
Training and Education focus for archery and
shooting
Welcoming family atmosphere
Outstanding faculty
+Creative Strategy
Colors
Green Camouflage
Outdoors
Hunting and Archery
MSU Green and State helmet
Consistent Appearance
People recognize and remember Demmer Center easier and
stands out to create awareness
Familiarity with surrounding community
+Print Advertisement
+Brochure
+Brochure
+Public Relations
PR statement to reply in event of another
shooting in the U.S.
Send out when event occurs
Stresses that Demmer Center is focused on the
safety and training of firearms.
Solves issue of brand problem and consumer’s
worries about gun safety
+Promotions & Events
UAB event Archery Day at the Rock
CATA bus route to Demmer Center
Cooley Law and Lansing Community College
Guest Speakers
Instructors from Demmer Center give guest lectures in
criminal justice degree classes and criminal law classes
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Sparticipation
MSU Archery Team and Demmer center hold interactive
archery booth for promotional prizes
Self-Defense Classes at Demmer Center
Lansing community Demmer Center
Hand to hand defense and pistol instruction
Promotions & Events
+Media Selection
Coupon Insert: 10% discount
Newspaper Insert
State News, Lansing Journal, Lansing City Pulse
Brochure
Out-of-Home
Billboard
New Sign outside Demmer Center
Promotional Merchandise
Koozys and Pens
+Media Selection
Online Marketing
Website Update
Google Adwords
SEO Marketing Campaign for Internet Search Engine
Optimization
Social Media
+Media Calendar