M&L 755: Promotional StrategyWinter Quarter 2011

Co-Create THE Experience -Young Alumni Promotional Plan

Team Scarlet: Tim Betz, Hannah Binder, Patrick Bond, Drew Goettemoeller,Nicholas Kaldis, John Lepto, Xiaoyu Pan

1Once A Student, Always A

Buckeye.

2Once A Student, Always A

Buckeye.

*The content of these documents is property of

The Ohio State University and cannot be copied or referenced without the permission of OSU .

• Advertising Task• Marketing Strategy: Positioning Statement• Young Alum Research Findings: Consumer Insight,

Target Consumer• Creative Strategy: USP• Campaign Flow• IMC Elements• Tactics• Summary

Agenda

3Once A Student. Always A

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Reinforce and amplify a longstanding and positive relationship between Young Alumni (5-12 years post-graduation) and Ohio State, laying the groundwork for their future donations and connections to the university.

Advertising Task

4Once A Student. Always A

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• For Young Alums, OSU promotes a feeling of fulfillment from giving back, because compared to other organizations and opportunities which Young Alums could be actively involved with, OSU provides outlets to share a commitment and connection with the future generations of their alma mater.

Marketing Strategy: Positioning Statement

5Once A Student. Always A

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• Stage 1: 13 respondents• Stage 2: 5 respondents• All graduates of The Ohio State

University, years ranging from 1999 to 2006

• 15 depth interviews and one focus group conducted through data collection process

Research Findings

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• Second most recognized logo

• Associated with academics, alumni materials

Research Findings – Visual Identity

• Most recognizable logo

• Associated with athletics

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• Impersonal• Sporadic• Opportunistic• E-mail• Direct mail• Phone calls

Research Findings – Current OSU Communication

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• Uninvolved currently– Except athletics

• Lacking financial means– Wish to donate in future– Willingness to donate time and/or experience

• View donation as a way to give current students a better OSU experience

• Concerned where donations go• Still view OSU favorably

Research Findings – Involvement and Donation

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• Kyle Palmarino– 29 years old– Middle class– Developing his career as accountant– Still paying off student loans

Research Findings: Target Consumer

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Big Idea

“Co-Create THE Experience”

Creative Strategy: USP

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• Within one year of the campaign, increase cognitive awareness about new initiatives to 75% of Young Alums through direct mail components and informational e-mails.

• Within one year of the beginning campaign, increase the percentage of Young Alums who perceive Ohio State as a continued involvement opportunity by 10%, measured by new memberships to alumni publications and unique visitors to the alumni website

• Increase total monetary donations from Young Alums by 5% over the course of one year.

Communication Objectives

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• Direct Mailer/Brochure• E-mails• “Always a Buckeye” Website

– Day-in-the-Life

• Involvement Activities– Bye Week Bonanza – Mentor a Buckeye

IMC Elements

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Campaign Flow

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Bye Week Bonanza

Mentor A Buckeye

Day-In-The-Life

Popsicle Stick Facts

E-mails

Brochure

AlwaysABuckeye.osu.edu

Objective: Young Alums

Primed for future

donation

Awareness Involvement Results

Tactic: Direct Mail Component

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Tactic: Direct Mail Component

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• Date: October 22nd, 11:00am-6:00pm• Location: The Oval• Capacity:

– Alumni: 1,500– Students: 8,000

• Events– Gordon Gee’s Address– Band, Meet the Players– Game Booths, Bag-Toss / Cornhole Game Event, Raffle, Food Contest– Promotions for other events: Booths + Brochures + Popsicle Stick Facts

• Appeal/Incentive– Interaction/Connection between the young alums and students– Nostalgic reconnection

• Follow-up– E-mails to remind the young alumni of the experience on Bye Week

Bonanza+ other promotions (best photos of the day, and other event-based reminders)

Tactic: Bye Week Bonanza

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• Young Alumni can upload video/text/audio/PPT content describing a “Day in the Life” of their profession for student use

• Invite the most actively involved Young Alumni to speak/meet in person

• Database– Organized by major/profession/region

• Utilize Famous OSU Figures to promote the program

Tactic: Day-in-the-Life

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Tactic: Day-in-the-Life

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• Young Alums register by field and profession

• Mentoring a group of students to aid them in the growth of their career

• Starts junior year or when accepted into major

• Provided on AlwaysABuckeye.osu.edu• Creates a consistent involvement

relationship• Suggested methods of interaction: E-mail,

Skype, telephone, lunch meetings

Tactic: Mentor a Buckeye

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Tactic: Mentor a Buckeye (Student Walkthrough)

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Accepted to Major or Junior

Status

Email Notification

about Program

Student Fills out Information

Form

Validation EmailView DatabaseRequest Mentor

Mentor NotifiedMentor

Contacts Student

Tactic: Mentor a Buckeye (Alumni Walkthrough)

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Young Alum Notified about

Program

Apply to Join with Information

Form

Young Alum Validated &

Accepted

Time Passes

(wait for student to request)

Young Alum Receives Student

Information

Alumni Contacts Student

Campaign Flow

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Bye Week Bonanza

October 22nd

Mentor A Buckeye

August 20th

Day-In-The-Life

August 20th

Popsicle Stick Facts

August 20th

E-mails

August 20th

Brochure

August 20th

AlwaysABuckeye.osu.eduAugust 20th

Objective: Young Alums

Primed for future

donation

Awareness Involvement Results

• Bye Week Bonanza– ~$20-30,000 (Pending sponsorship with Coca-Cola or

other major brands)• Stage Cost• Hired Workers for managing festival• Potential food and beverage cost

• Day-in-the-Life and Mentor a Buckeye – Utilizing students and staff currently employed, cost of

website and maintenance can be mitigated by use of current OSU servers and maintenance staff

• Direct Mailer (Brochure) – 1 Year of Quarterly Mailer, 100,000 Young Alumni

• ~$18,400 projected annual cost of brochures • Estimated Total Cost: ~$40,000-50,000

Proposed Budget for Tactics

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• Marketing Strategy: Positioning Statement

• Young Alum Research Findings: Consumer Insight

• Creative Strategy: USP–Co-Create THE Experience

• IMC Elements• Tactics

Summary

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• Mandatories:– Tagline: Once A Student. Always A

Buckeye.– Official University Red Box Logo– Scarlet and Gray theme

IMC Report: Notes and Appendices

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t

M&L 755: Promotional StrategyWinter Quarter 2011

Co-Create THE Experience -Young Alumni Promotional Plan

Team Scarlet: Tim Betz, Hannah Binder, Patrick Bond, Drew Goettemoeller,Nicholas Kaldis, John Lepto, Xiaoyu Pan

27Once A Student, Always A

Buckeye.

28Once A Student, Always A

Buckeye.

*The content of these documents is property of

The Ohio State University and cannot be copied or referenced without the permission of OSU .