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Table of Contents
I. Executive Summary!!!!...!!!!!!!!!!!!!!!!!!!!!.!!!!!..3 Campaign Goals and Objectives!!!!!!!!!!!!!!!!!!!!!!!..4 Brand Status Query!!!!!!!!!!!!!!!!!!!!!!!!.!!.!!!5 Competitive Assessment!!!!!!!!!!!!!!!!!!!!!!!!!!!6 Competitor Analysis!!!!!!!!!!!!!!!!!!!!!!!...!!!!!.6 Market Outlook!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!..7 Perceptual Map!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!..8 II. Research!!!!!!!!!!!!!!!!!!!!!!!!!..!!!!!!!!!!!9 III. Belief Dynamics !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!..10 Brand Vision!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!..10 Leadership Equity!!!!!!!!!!!!!!!!!!!!!!!..!!!!!!..11 IV. Message Storming!!!!!!!!!!!!!!!!!!!!!!!..!!!!!!!!12 Communication Platform, Key Messages!!!!!!!!!!!.!!!!!!!!12 V. Core Integrated Strategy!!!!!!!!!!!!!!!!!!!!!!!!!!!...!.13 Differentiation, Creative Platform!!!!!!!!!!!!!!!!!!!!!.!...14 VI. Tactical Integration!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!.16 Advertising!!!!!!!!!!!!!!!!!!!!!!!!!..!!!!!!.15-16 Public Relations!!!!!!!!!!!!..!!!!!!!!!!!!!!!!!!..17 Press Release!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!..!..18 Direct Marketing, Jostens Alumni Program!!!!!!!!!!!!!!!!!..!19 Digital Marketing!!!!!!!!!!!!!!!!!!!!!!!!..!!!..!.19-21 VII. Budget!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!22 VIII. Implementation and Measurement!!!!!!!!!!!!!!!!!!!!!!..22-23

Executive Summary
For over a hundred years, Jostens has created the highest quality class rings to help college students preserve their years in school through the purchase of a college class ring. By providing high quality products, delivering great service and through consumer insight, Jostens has made a name for itself and is very well respected in the class ring market. However, there are still opportunities to make Jostens a clear market leader by building relationships with consumers that will last a lifetime. Jostens offers a variety of class ring customization options, including different designs, stones and engraving. Purchasing a Jostens class ring ensures high quality and comes with a warranty so the customer will forever be satisfied. However, the quality, warranty and options are not the only reasons Jostens rings stand apart. We understand that college students work very hard to accomplish their goals while creating memories that last a lifetime. The purchase of a Jostens class ring helps students relive the memories they created, the achievements they made and the experiences they will never forget. Jostens college class ring division has the opportunity to communicate with students like they never have before by creating a relationship with the consumer that does not end with the purchase of a class ring. Through new positioning, fresh creative and a dynamic communication platform, we are looking to transform the way college students look at class rings and at Jostens.

Campaign Statement
The Jostens Relive campaign allows college class ring purchasers to celebrate memories related to college for the rest of their lives.

Strategy
To create and implement a new persona for class rings by making targeted messaging more relevant and cohesive.

Goals
! ! ! ! Increase awareness Revamp the Jostens brand image Transform the way that class rings are marketed and perceived Resonate with students

Objectives
! Out-communicate competition ! Remain the market leader and increase the market share of college class rings by five percent ! Make purchasing a class ring part of the graduation experience for more college students

I. Brand Status Query

Competitive Assessment
Jostens stands apart from its primary competitors in three main areas: quality, service and consumer insight. The companies below are considered to be Jostens chief competitors, however, there is another company that indirectly competes with Jostens. Apple offers products that take away the same customer capital that Jostens is aiming to capture. Below is a table that shows the competitors communication differences through their taglines, key messages and main brand differentiators. Brand Herff Jones Tagline We are there to help you celebrate your schools milestones. Key Messages Serve the community. Focuses on variety. Achieve. Differentiators All things in the education realm. Caters to the Greek student. Works with community organizations like churches and commercial firms. Specialty is diamonds. Variety of products: earrings, necklaces, rings.

Zales

The diamond store.

Focus on providing a variety of choices. Mainstream jewelry customers who seek excellent value in fine jewelry. Celebrate your academic achievement with your official class ring. Help celebrate and remember the most important moments in life. Create a lasting impression.

Balfour

Celebrate your achievement for a lifetime.

Focus on academic excellence. Recognition products. Offers specifically rings. Sold through vendors. High school focused.

Art Carved

None.

Gold Lance

Create, Express, Design.

Competitors Strengths and Weaknesses

! Herff Jones competes for the same customer capital as Jostens. Its strengths include a long history and rich tradition of ring-making dating back to 1920, as well as, high community involvement and a decent web presence. Herff Jones weaknesses are found in its low to mediocre quality website, bad presentation of rings and ring options, and less options. ! Balfour is another close competitor to Jostens, offering high quality college rings. Its strengths come from its focused nature. Its rings are almost exclusively offered and promoted to students for academic achievement and scholarly aptitude. Balfours weaknesses are obvious when navigating through its website. The landing page for college rings is very plain and filled with too much text and not enough visuals. The website does not have any links to social media, and the communication messages are very dry. Balfour simply asks for the sale as opposed to giving the student an experience. ! Zales is not a direct college ring competitor but competes for the same customer wallet allowance at graduation time. Zales strengths include its well-known brand name and quality. It has a very captivating and well designed website and a strong presence on social media as well. Weaknesses include a lack of emphasis on exclusivity and pride in the college experience. Zales is focused on price rather than high quality and customizable options. ! Apple, as noted above, is not a direct competitor to Jostens, as it does not offer class rings or jewelry at all. However, when graduation time approaches, Apple and Jostens are competing for the same share of customers. Apples strengths include its recognizable brand name and status that reaches worldwide. Apple has high customer loyalty and offers a variety of desirable products. Apple caters well to the college market, and is an innovative company. Its web presence is very well done. Its weaknesses in this market include the impermanence of their products, since upgrades are available every year. Also, it has a low attachment to feelings beyond desire for the product.

Market Outlook
The class ring market is considered a flat market. Roughly the same amount of consumers buys college class rings each year. The market trends, however, are shifting. A consumer who buys a class ring has shifted from a primarily male dominant consumer base to a new majority of females who are dominating the market. In the college market, the students are the ones who are making the purchasing decision and the purchase itself. The parents usually spur an interest in the college consumer but the rings are seen as being purchased still mainly by the college student. Communication in this market is shifting, too. Companies as a whole are seeing opportunities to connect with their target audience by means of emergent social media platforms. Not only is it a cost effective way to make the brand known to a wider audience, but it also provides an easy way to get information out about current promotions. Jostens is the leader in the class ring market but is seeing heavy competition from unlikely competitors outside of the market in the form of other extravagant graduation presents. Besides class rings, graduation gifts include: cars, phones, computers, money and other electronic devices. This has proven to deteriorate the tradition of buying class rings since the money usually spent by parents willing to buy students gifts at graduation time is being offered or given for other things. Our primary research findings supports this.

Perceptual Map

Added value through the Jostens Relive campaign comes from these benefits: ! ! ! ! Lifelong relationship Engagement Youth development Quality 8

II. Research
Primary Qualitative Findings
These findings represent what we discovered from conducting a focus group of college students; both male and female, freshmen through seniors. View of Jostens Traditional brand, but keeps up with current trends Energetic sales people High profile, important company View of class rings The only reason a guy wears a ring is to make a statement I feel like class rings are more of a guy thing; they look more masculine They are for athletes In college, rings should be school colors and not birthstones Class ring represents" School pride Symbol of achievement Nostalgia

Secondary Research
These findings represent what we discovered from online secondary research. Jostens has higher quality rings than competitors Jostens is active on Twitter, Facebook and Instagram, whereas some of the competitors are lagging behind in social media tactics

Research Insights
Price should remain high to reflect the exclusivity and quality of Jostens rings. Limited choices (styles, colors, engravings, etc.) drive desirability due to feelings of unity and school spirit ! Jostens should implement advertising and public relations strategies such as print to aid in reaching college students a minimum of six times.
! !

III. Belief Dynamics

The Jostens Relive campaign aims to reach college students in order to develop a relationship that progresses from involved to informed and inspired. The campaign implements a strategy that allows consumers to be a committed and inspired Jostens consumer for a lifetime.

Brand Vision Statement

Become the company that resonates most authentically with students and bring back the class ring tradition.

Brand Vision Model

The Brand Vision Model identifies where the market leadership lies within an organization. Through primary and secondary research, it appears as though the majority of Jostens current brand equity is a result of brand awareness and a reputation for quality, selection and strong warranty. These are tactics, not components of equity. After the implementation of the Jostens Relive campaign, Jostens will also have leadership equity in the areas of maintaining long-term relationships and inspiring engagement with the brand.

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Leadership Equity
Three Levels of Product

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IV. Message Storming

Digital Vision Model
The Digital Vision Model represents three different types of online marketing: earned, owned and paid. The Jostens Relive campaign includes social media tactics, email marketing and Google AdWords to encompass all three areas respectively.

Communication platform
Communication will take place primarily through digital outlets due to the high concentration of college students relying on such sources for information about events, opportunities, etc. Social media competitions via Facebook, Twitter and Instagram will increase communication with the college audience. Social media will also be utilized to promote events in order to reach an exponential number of individuals. Advertising through print and other paid media will also be useful in that they will provide a new, outstanding display of how these rings are seen as a way to relive certain memories throughout college. The online banner ads will be placed on YouTube, Imgur and The Chive.

Key messages 1. Relive is not a word; it is a feeling that an individual gets when he or she looks at
his or her college class ring. 2. A college class ring is a representation of personal achievement, personal experiences and personal development. 3. Purchasing a college class ring marks the beginning of a lifelong relationship. 12

V. Core Integrated Strategy

Differentiation
One of the aspects that makes Jostens stand out in the competitive market among its primary competitors is its involvement in youth academic development. Programs that circulate in local communities allow Jostens to give back to children, therefore showcasing that Jostens is a national company that does not only care about selling class rings for its own monetary gain, but also cares that these students reach their fullest potential in an academic setting. Secondary competitors have proven to be the most detrimental to Jostens business over the past 10 plus years. Jostens is capable of setting itself apart from these competitors, such as smartphones, laptop computers and other electronic devices, by showing the market that they sell a product that will never fade. A class ring from Jostens will never lose its charm in the way that an electronic device does with the release of a new item.

Creative platform
Jostens will advance their creative strategy to incorporate the drive, liveliness and general personality of the average college student and focus on images and lifelong relationships that will trigger reflection and reliving college. Advertisements will feature photos of students who are working hard towards their goals in non-traditional ways. For example, one advertisement that features a student utilizing his art major by drawing on his friends face, gets the point across that students are accomplishing great things that can be used to create long-lasting college memories. Public relations efforts strongly incorporate aspects of engagement and the lifelong relationship that Jostens creates with its consumer-base. For example, a flag football tournament will enhance engagement by encouraging participation in an event that raises money for youth throughout the local community.

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VI. Tactical Integration

Consumer Adoption Process Model
The Consumer Adoption Process Model illustrates how the consumer progresses from an unaware position to an aware position and is eventually prepared to purchase a class ring. The Jostens Relive campaign uses specific tactics that are shown below at each step to develop the type of relationship.

Driving Consumer Behavior Model and Implementation Stages

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Advertising
The first element of the Jostens Relive campaign is a series of print ads that illustrate typical college life. The ads will appear in college sports program booklets. The first image illustrates the art/theatre student. The image portrays a student who has fallen asleep on his books during class. A classmate takes advantage of the situation and draws a beard on his face with permanent marker. The text at the top of the image reads, Dont Cap Your Creativity. A second image depicts an academic student who has created a robot that is capable of delivering pizza across the room. At the top of the image reads, Piecing Together A Brighter Future. Another image represents the athlete. The image portrays a student, wearing only a college flag wrapped around his body, rushing the field during a football game. The text reads, Athleticism Isnt Always Defined By The Score. All of the images have Jostens logo at the bottom left corner and #relive on the bottom right to encourage college students to engage with Jostens on social media platforms including Facebook, Twitter and Instagram by using the designated hashtag.

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Public Relations
1. Jostens will host the First Annual Flag Football Tournament. College students will sign up to participate in a flag football tournament coached by university football players. The winning team will receive class rings from Jostens and will decide which charity the admissions proceeds will benefit (from a list of Jostens-approved organizations). The entry fee to the final round of the tournament is $3 for students and $5 for the general public. Pre-event practices and tournament games will be filmed to produce a YouTube documentary to share with the public on social media sites and on the Jostens website. The event will be promoted using social media, flyers, word of mouth and email blasts. 2. The Jostens Alumni Program plays a vital role in the Jostens Relive campaign. It ties together the past, present and future. It creates a relationship with consumers so they feel like treasured individuals. Jostens alumni have the ability to maintain relationships with like-minded individuals, benefit a charity, and meet individuals who could enhance their careers simply by purchasing a class ring and becoming part of this exclusive club.

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News Release Jostens announces First Annual Flag Football Tournament

The University of Minnesota Twin Cities is first to participate
MINNEAPOLIS, Dec. 5, 2013 Jostens is announcing its First Annual Flag Football Tournament to kick off in August of 2014. This event will serve as an opportunity for college students to engage with University football players while supporting a greater cause. This First Annual Football Tournament is hosted by Jostens and is supported in part by the University of Minnesotas Gopher football team. Gopher football players will volunteer as coaches for each of the teams participating in the tournament. Through the implementation of this annual event, Jostens hopes to encourage giving to local charities through an eventful and energetic collaboration between the team and the fans, said Lisa Spain, Director of Jostens Educator Services. We have plans to expand this tournament geographically over the next few years in hopes of reaching colleges all throughout the nation. In doing so, we will bring along opportunities to support local charities in regions outside of the Midwest. For now, we are hopeful that college students are eager to participate and that the public is eager to support the cause by coming out to watch. Co-ed teams will consist of up to 10 students who will pay an entry fee of $20 per team. The teams participating will sign up and will be randomly assigned members of the Gopher football team to act as their coach. Training will take place at the teams discretion over a three-week period in preparation for the tournament. After a series of games, Jostens will host the finals at TCF Bank Stadium, in which the two remaining teams will play to determine a winner. This final event will be open to students for a $3 admission fee and to the public for $5. The winning team will pick a charity from a list of local charities that Jostens provides. All of the money raised will be donated to this charity, with the intention of furthering youth education and development. Each member of the winning team will also be given a Jostens ring in commemoration of his or her hard work. For more information about the tournament, including dates, times and charities, please visit www.jostens.com/flagfootballtournament. About Jostens Minneapolis-based Jostens is a leading designer and producer of championship products, programs and services that help athletic champions and their fans tell their stories and celebrate their achievements. The company's products also include school yearbooks and other memory book products and scholastic products such as class rings and graduation products. Jostens is a subsidiary of Visant Corporation, a marketing and publishing services enterprise servicing the school affinity, direct marketing, fragrance and cosmetics sampling and educational and trade publishing segments. ### 18

Direct Marketing
Jostens will decrease the amount of collateral distributed and focus on one piece of postcard-sized, personalized collateral. The direct marketing piece will contain images of class ring styles that can be personalized using a turn style film. The film will contain a selection of stone colors and ring materials that coincide with school colors to minimize the stress of having too many options and promote school spirit.

Digital Marketing
1. Earned
The social media #relive campaign emphasizes the importance of tradition in the college experience. College students will contribute user-generated content by uploading personal images of school traditions to social media sites such as Twitter, Facebook and Instagram. They will hashtag the photos with #relive and tag @Jostens to enter to be one of five individuals to win an Amazon Kindle. The image below is an example of how a student may choose to participate in this social media campaign.

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Sample social media post

Additionally, Jostens blog will enhance the targets knowledge of the Jostens Relive campaign by discussing upcoming events, information about contests and discussion about the college experience. The blog will also include links to the Jostens website, social media handles and pages which will generate flow through all Jostens online media.

2. Owned
Jostens will rely on personal connections to distribute emails informing college students about ring promotions and special events. It is important that Jostens does not reach out to individuals who have not given consent to receive emails. Only individuals who have provided Jostens with their email address should be contacted via email.

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3. Paid
Jostens print advertising campaign will be integrated into the digital landscape. Banner ads will be implemented on sites such as Imgur, YouTube and The Chive in order to connect with college students. The ads will be linked to the Jostens website to increase traffic and ring sales.

Online banner advertisement:

Sample online banner placement:

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VII. Budget
Advertising Development and Implementation Public Relations Event Preparation Direct Marketing Content Social Media Giveaways Jostens Relive Campaign 25% 40% 25% 10% 100%

VIII. Implementation and Measurement

Our implementation schedule starts at the beginning of the spring semester, as that is typically a time when students are beginning to reflect on their overall college career. Print and online advertisements will be circulated in early January, followed by email and direct marketing efforts after a month of exposure to the Jostens Relive campaign. Online posts will be generated daily and will encourage engagement with the target audience. After student information is collected, email blasts will be monthly until April and continue to early May when they will become weekly. Email blasts will remind and encourage last minute college ring sales and engagement on social media. Direct mailers will be sent out beginning in February, and again in April, to remind students that the time to purchase college rings is quickly approaching. The flag football tournament will become an annual event to encourage students to engage with Jostens in a fun and athletic way and eventually become more involved with Jostens each year. It also serves as a great way for Jostens to give back to the community. Jostens Alumni Program will host a networking class ring reunion shortly after each graduation ceremony. Through this event, students who have purchased a class ring can meet one another and Jostens will promote networking and further success postgraduation.

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Print Advertisements Online Advertisements Social Media #relive Email/Direct Marketing Flag Football Tournament Jostens Alumni Program Kickoff Event

January 6, 2014 January 6, 2014 January 6, 2014 February 3, 2014 May 5, 2014 August 25, 2014

We will use our goals and objectives as a basis for measuring the success of this campaign. Advertising: Online advertisements will be measured by analyzing click-through rates and engagement through #relive. The success of visibility and influence of the print advertisements will be analyzed upon completion of the campaign and by determining the increase in percentage of market share and overall sales of college class rings. Public relations: Measurement for public relations efforts will be based off of attendance and participation in the flag football tournament, the Jostens Alumni Program event and by how many people are interested in and sign up for the Jostens mailing list. In summary, our measurement efforts will vary based on the method of communication, but will ultimately reflect our intention of increasing awareness, revamping Jostens brand image, transforming the way that class rings are marketed and perceived, resonating with students, out-communicating competition, remaining the market leader and increasing market share of college class rings by five percent while making a Jostens class ring part of the graduation experience for more college students.

23 Allison Atkins, Jordan Goheski, Emily Homuth, Chris Lacourciere, Chloe Wasserburger