DEMMER SPORTS PLANS BOOK

PLANS BOOK

EST. 2009

MEET OUR TEAM

We are a group of committed and creative individuals who are passionate about advertising and design. Together we have created a fully integrated campaign that will revitalize Demmer Sports. Enjoy!

Eric Rogg Keely Mann Anthony Richards

Thomas Mahoney Paige Leibinger Scott Tomsa

ART DIRECTOR CREATIVE DIRECTOR

PUBLIC RELATIONS ACCOUNT SERVICES

GUERILLA MARKETING

PLANNER

BRAND GUIDE

We re-named the facility Demmer Sports so that the

purpose of the business is clearly identifia

ble. To us,

Demmer Center sounds m

ore like a convention center

than a shooting range.

The new logo conveys the services offered and

gives the brand a modern twist.

It can be used in both web and print materials

and should be displayed using only the

colors and formats p

rovided.

Inspired by the MSU football team logo, we opted to take Demmer’s colors back to their Spartan roots. Color codes are provided below. All branding and promotional materials should utilize these colors.

c=90 m=45 y=75 k=48

c=0 m=0 y=0 k=46

c=0 m=0 y=0 k=0

c=90 m=45 y=75 k=48

COLOR PALETTE

TYPE FACES

SWOTSTRENGTHS

WEAKNESSES

State of the art facility

Focus on training

Safety

On the MSU campus

Lack of awareness

Not enough business

Poor marketing

Only 22 caliber allowed

OPPORTUNITIES

THREATS

Target market easily accessible

Further education

Debunk negative stigmas

Alternative entertainment

Lack of awareness

Not enough business

Poor marketing

Only 22 caliber allowed

Offer elective classes for credit

OBJECTIVECAMPAIGN

Our objective is to generate awareness for Demmer Sports, particularly on the college campus, through marketing and web outlets. We hope that this campaign will boost membership and create business for Demmer Sports.

STRATEGYPosition Demmer Sports as a fun, safe alternative entertainment destination.

TA

RG

ET

M

AR

KE

T

18TO25

ANDNON GAMERS

2NDOF35TO44

FAMILY

SPARTYSMeet with Demmer Center building to see if it’s a viable space. A break even analysis would need to be done to see if it’s economical.

Because it’s a general fund building, you will have to go through Physical Plant and get an architect involved.

Planning items such as a technical drawing, hours of operation, training information, number of employees, etc. would need to be submitted to the Ingham Health Dept. for ground breaking approval (need to submit a plan review).

Ingham county approval (up to 30 days for approval)

Hire a general contractor

Order all materials (wall, lights, shelving, food equipment, etc.) for the store

It will take about 6 months once Ingham County approves

IMPLEMENTATION

JENNA BROWNCulinary Services

ARCADE3 games, Big buck hunter, Crane game, and Golden tee

All non-violent, the shooting game is hunting focused

AP

PA

RE

L

WEB STRATEGY

The website was redesigned to include the most important and relevant information while maintaining the new Demmer Sports branding. The homepage includes the hours of operation, upcoming events, and an embedded Google Map of the location of the shooting center.

Each page is designed to provide a clean, user-friendly interface where viewers can easily access the information they are looking for without getting lost in excess content.

MEDIASOCIAL

STRATEGY

Each Social Media page is included on every page of the site to provide easy access to Facebook, Twitter, Google+, and Instagram. Including these social media handles will improve the websites Search Engine Optimization (SEO) and Social Media Optimization (SMO).

The Social Media Strategy for Demmer Sports is fairly straightforward. A simple revamp of the Demmer Facebook page to apply the new branding, as well as creating Twitter, Google+, and Instagram handles to further amplify communication. Each page will be actively populated with videos and photos of the Demmer Shooting Center as well as relevant articles and posts to engage with fans and followers.

EVENTSPR1

2

NOODLES & CO ARCHERY TEAM FUNDRAISER

HALF-TIME NERF GUN FIGHT

The archery team will hold a fundraiser at the popular restaraunt, Noodles & Company, to raise funds for the team and awareness for the ceneter. They will have posters, stickers and T-shirts to give away to interested parties. A portion of the profits from all the meals purchased during the specidfie fundraising

time, will go toward the archery team.

At the half-time show of a Michigan State basketball game we will host a Nerf gun fight at half-time. If possible we would like Tom Izzo to be involved. A video will play during the fight that promotes the Demmer

Center. More information on this event is available in the press release.

The news Releases pictured can be re-written and used for

social media outlets. They can be sent to the State News

as well as the Lansing State Journal, to

promote and

publicize the events.

Demmer Sports launches Basketball half-time show Nerf gun fight to be held at half-time show of Michigan State basketball game

EAST LANSING, Mich. —Demmer Sports, Target Shooting and Education Center, has planned

to launch a half-time event at Michigan State Men’s Basketball games. Starting in the fall of

2014 the event will present a demonstration using Nerf guns with special guest, head coach, Tom

Izzo.

This event will be on a volunteer, first-come first-served basis and participants will be provided

with a green or white Demmer T-shirt to represent their teams. This initiative is meant to

encourage students, faculty and fans to sign up and become a member at Demmer Sports. This

event will also make those attending aware of what the Demmer Center has to offer.

Demmer Sports differs from other shooting ranges because it is a training and educational

facility that offers both indoor and outdoor archery ranges as well as indoor ballistic ranges. “The

Demmer Center will provide our students and the public with first-class instruction, skill

development, education and training opportunities in a state-of-the-art facility, one day we want

to see an MSU Spartan as an Olympic shooting athlete,” said -William W. Taylor of the Fisheries

and Wildlife Department.

Since opening in 1950 the Demmer Center is one of the only organizations in the United States

that offers onsite educational training and utilizes the latest shooting range technology while

remaining environmentally friendly.

FOR IMMEDIATE RELEASEMonth, date 2013

Contact: Paige leibinger248-347-8711

NE

WS

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AS

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Demmer Sports Hosts Archery Team FundraiserVery first archery club fundraiser at Noodles and Company

EAST LANSING, Mich. — The Demmer Center for Shooting Sports is planning to host a new

fundraiser event for the archery team on Friday September 6th, 2013 from 4-8pm.

This fundraiser is designed to create a certain percentage of profits from the meals purchased during

the event that will go towards funding the archery team. The goal is to not only raise funds for the

archery team, but also draw in new members and educate them about the Demmer Center. Team

members will set up displays showing pictures of the team, Demmer Center branding along with

facts about the team and the center.

The Demmer Center is unique because it is an educational center that offers a variety of classes

from beginner to advanced in both archery and ballistics including Bow-hunting, Bow-fishing,

Archery 101, Introductory Rifle and Pistol classes and the NRA Basic Pistol Class. “ It feels great to

be helping Michigan State University bring a world class facility to its campus for the promotion of

shooting sports” said John Demmer creator of the Demmer Center.

For over 60 years the Demmer Center is one of the only shooting centers in the United States that

offer’s hands on training before you begin shooting while also remaining environmentally friendly.

FOR IMMEDIATE RELEASEMonth, date 2013

Contact: Paige leibinger248-347-8711

NE

WS

RE

LE

AS

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AWARENESSIn initial surveys we found that 84% of respondents did not know what Demmer Sports was. To comabt this we updated the signage to display the new logo. The use of brand imagery makes it more appealing than the current text-based sign, and also more identifiable.

OUTDOOR

AT THIS EXIT, FUNIS ALWAYS THETARGET.

These billboards will be displayed at the Jolly Road exit. Their purpose is to raise awareness. They will run one after the other for an estimated period of around 2 months each. The one on the left will run first, and the one pictured will run second.

WE

DON’T

SHOOT

BLANKS.

SPORTS

T A R G E T S H O O T I N G A N D E D U C A T I O N

DEMMER

EST. 2009

POSTER 1Our print campaign takes advantage of eye-catching slogans and phrases to draw college students attention. They will be posted at various locations around campus. These are meant to spread awareness and get the attention of college students, as well as the secondary target of families.

PRINT

SAYGOODBYETO FAMILYBOWLINGNIGHT.DEMMERSPORTST A R G E T S H O O T I N G A N D E D U C A T I O N

EST. 2009

POSTER 2

A BAD DAY AT THERANGE ISBETTERTHAN A

DEMMERSPORTST A R G E T S H O O T I N G A N D E D U C A T I O N

EST.

2009

GOOD DAYAT WORK

POSTER 3

We plan to paint the popular rock on MSU campus with the Demmer Sports logo and colors. Next to the rock we will set up a tent where students can shoot targets with NERF guns for the chance to win prizes, such as free range sessions or Demmer Sports t-shirts.

GUERILLAPhoto from: supportforstudents.msu.edu

EST. 2009

STICKERS

Stickers will be posted and handed out on campus, as well as at events. These could also be sold in the new apparel section of the Demmer Sports building.

FINANCEBILLBOARDSRange of $1,500 to $30,000 per 4 week period accordingto Blue Line Media

POSTERSVistaprint.com creates poster for $3.74 per poster

SHIRTSUnderground printing gave us a quote of $5.24 per T-sirt for 100 shirts

ARCADEBetween $2,000 and $5,000 per product. Leasing plan availbale through BMIgaming.com

IMPLEMENTATIONSTEP ONEFigure out printing of billboards, posters, shirts, stickers and press releases. Get all materials printed.

STEP TWOMeet with Sparty’s and Michigan State University to discuss Sparty’s proccess and new signage.

STEP THREEPut up new website and new social media sites. Populate them with news from the center and videos

STEP FOURMeet with Noodles & Co, Breslin Center, and the University to discuss implementing the events and guerilla tactics.