WHAT WE KNOW

executive summary challenge situation analysis: -company -consumer -competitors

4 5 6

research objectives secondary research primary research SWOT positioning statement

7 8 9 13 14

WHAT WEre doing

campaign objectives

16

HOW were doing it

creative brief logo design corporate identity

18 19 20

public relations: -community relations -on-campus events creative material

22 23 23 27,29, 31, 32

media plan media rationale media calendar budget

33 34 38 39

WHAT comes After

campaign evaluations thank you about Creative Fusion

41 42 43

WHAT WE KNOW

executive Summary
The UNL Computer & Phone Shop is an on-campus electronics store that offers a wide array of electronic products to both UNL students, faculty and staff at an educationally discounted price. Although they are the only discount electronics store, the UNL Computer & Phone Shop lacks brand awareness and customer loyalty among current UNL students, the primary target market. This has given Creative Fusion the opportunity to rebrand, redesign and recreate the UNL Computer & Phone Shop in order to effectively promote the brands exclusive benefits throughout the UNL community. While primary research indicated that a majority of the UNL students know of the store and its locations, we found that a majority of students were unfamiliar with some of the products and phone plans The UNL Computer & Phone Shop offered. Students also admitted to first hearing of the store after they had already purchased their major electronic products (laptops, etc). Secondary research also provided us with key insights on UNL student demographics as well as who is currently shopping at the store vs. who could be shopping at the store. This research helped us determine our campaign objectives, marketing strategy and brand message. Based off the research, we found that the Shop held a competitive advantage in three crucial areas: on-campus location, educational discounts and personal service. Because a majority of students already (somewhat) know of the store, we based our brand message on how the store can benefit the consumer against the competitors. The UNL Computer & Phone Shop not only offers educationally discounted prices, but also the convenience of service and three on-campus locations. The store connects the students, with products, services, location, support and low prices. From that point on, it was clear that this is the place where, You are now connected. Our goal is to create a powerful and influential brand for the UNL Computer & Phone Shop that will attract the target market to obtain lasting customer loyalty. By informing UNL students of the many benefits associated with the UNL Computer & Phone Shop through a series of marketing strategies, we will establish this as well as promote product sales to increase store revenue. The tactics we will implement to achieve our campaign objectives consist of: 1. Developing a series of both seasonal and consecutive promotional posters and banners 2. Promoting the UNL Computer & Phone Shop through multiple on-campus events, producing informative instore brochures that will display store products and prices, develop and maintain a strong social media presence specifically with Facebook and Twitter.

CHALLENGE

The UNL Computer & Phone Shop (UCPS) has struggled to spread its message, achieve customer loyalty and establish the UCPS brand among UNL students. UCPS requested a total rebrand with new name, logo and a comprehensive integrated marketing communications campaign.

SITUATION ANALYSIS
COMPANY
The UNL Computer and Phone Shop is an on-campus electronics store offering a wide array of electronic products to UNL students, faculty and staff at an educationally discounted price. It has three locations, two on City Campus and one on East Campus. Currently, it advertises using print media in-store and in the Daily Nebraskan. Along with advertising through the web using social media sites, they also have outdoor events and posters.

Consumer

The consumers who use the store are a mix of both UNL students, faculty, and staff. The UNL students are primarily between the ages of 18 and 25. They are of varying academic levels and majors. We have split the students into 2 different categories. The Beginners, are the students who are either incoming freshmen, new transfers and/or international students, or just new to the store itself. The On-The-Goers, are students who come to the store to browse or when they need to find something specific and are looking at the closest place to them. This group is not a specific age or class, but represents the average UNL Computer & Phone Shop browsers, aside from freshmen.

On-Campus
The UNL Bookstore sells a variety of electronic products including headphones, laptop accessories and full price educational software While the bookstore is frequented more often by students, the prices are not as cheap compared to the UNL Computer and Phone Shop.

competitors

Off-Campus
Best Buy and Wal-Mart are the top stores that most UNL students go to when they need computers, software and phone accessories. Aside from being relevantly close to campus, both stores offer a huge selection of products and services, with Best Buy having a Geek Squad division that works solely with computer repairs and services. Amazon.com is another outlet that students frequently shop online because of the competitive pricing and wide selection. They offer the convenience of shipping directly to the person as well as student and teacher programs that offer promotions and express shipping.

RESEARCH OBJECTIVES

To gather the most important information about the UNL Computer & Phone Shop target consumer and student demographics

1I

To identify how UNL students currently perceive the UNL Computer & Phone Shop

1II

To learn how students get information about the UNL Computer & Phone Shop products and services

IV

To discover what students most often come to the Computer & Phone Shop to purchase

SECONDARY RESEARCH
METHODOLOGY
To come up with initial data, Creative Fusion utilized material presented and provided by the client (UNL Computer & Phone Shop), as well as investigated statistical data from the 2012 UNL Factbook, and market data from MRI data: such information as target markets population data, enrollment rates, buying patterns and purchasing habits. The total fall 2012 UNL student enrollment is 24,207. This is a huge audience to market to so it will be important to consider each groups individual needs. According to research, a majority of current sales come from UNL freshmen and international students. UNL international-Chinese students make up over 40% of the total UNL international students. This group will benefit most from the UNL Computer & Phone Shop phone plans. Freshmen are also an important group to target to help increase customer loyalty as well as sales revenue during the high buying seasons, specifically the beginning of the school year.

KEY FINDINGS

Objective 1 To gather the most important information about the UNL Computer & Phone Shop target consumer and student demographics

34.8% of UNL students

live on campus

41% of UNL international students

are Chinese

19.9% of adults 18-24

bought a computer in the last year

65.2% of UNL students

live off campus

47.7% of adults ages 18-24

purchased a cell phone in the last year

PRIMARY RESEARCH

181 25

online surveys

freshmen sophomores juniors seniors

SurveyMonkey.com surveys were distributed to members of our target audience to gather and analyze data about their knowledge of location, product offerings, discounts and services of the UNL Computer and Phone Shop.

one-on-one interviews current UNL students

In-depth interviews were conducted to gather qualitative data about the lifestyle and habits of people within our target audience, current UNL students. We wanted to find out how they felt about the UNL Computer and Phone Shop as it currently is and what changes they feel would be most beneficial.

OBJECTIVE IV
To discover what students most often come to the Computer & Phone Shop to purchase

79% 15% 5%

of students have purchased discounted software from the UCPS

of students have purchased a computer or laptop from UCPS

of students have purchased a phone plan from the UCPS

What we know

PRIMARY RESEARCH

181 25

online surveys

freshmen sophomores juniors seniors

SurveyMonkey.com surveys were distributed to members of our target audience to gather and analyze data about their knowledge of location, product offerings, discounts and services of the UNL Computer and Phone Shop.

one-on-one interviews current UNL students OBJECTIVE III

In-depth interviews were conducted to gather qualitative data about the lifestyle and habits of people within our target audience, current UNL students. We wanted to find out how they felt about the UNL Computer and Phone Shop as it currently is and what changes they feel would be most beneficial.

To learn how students get information about the UNL Computer & Phone Shops products and services

respondents 20% of studentUCPS throughlast saw something about the posters at the Union

25% 68% 83% 38%

said that seeing advertisements around campus (not only the Union) would be beneficial. of student respondents have never visited the UCPS website of students are not subscribed to either of the UCPS social media pages. of student respondents couldnt remember the last time they heard about the shop.

10

PRIMARY RESEARCH
OBJECTIVE II
To identify how UNL students currently perceive the UNL Computer & Phone Shop

83%

student respondents rated their experience as good or excellent in terms of customer service

I felt more connected to Computer and Phone Shop after I liked them on Facebook.

11

PRIMARY RESEARCH
Major Takeaways
Students generally know all 3 locations but arent often reminded about them Students are going for convenience Offers educational discounts on software that is far less expensive than local competition Almost all would recommend the Computer and Phone Shop for the discounts
Selection/Layout = Disadvantage Location/Discount = Advantage

Most common reason the Computer and Phone Shop isnt the go-to place is because it doesnt offer a wide variety
Many students would like to see the Computer and Phone Shop remodeled or sales space redesigned

99% 17%

of student respondents know where the Union shop is located student respondents consider the Computer and Phone Shop their go-to electronics store

12

SWOT
A SWOT analysis will guide the UNL Computer & Phone Shop to identify the strengths, weaknesses, opportunities and threats associated with their brand in order to develop a constructive, effective campaign. Below are the most pertinent areas of the SWOT analysis:

Strengths
Convenience Discounts Location -on-campus Offer valuable products students need for class

WEAKNESSES
Location not highly visible Relatively low variety and selection Customer service Atmosphere/store design Presence/identity

OPPORTUNITIES
Establish brand Build brand loyalty Strengthen online presence Captive audience of on-campus students Phone plans have no nearby competition Tech education

THREATS
Easy to forget Often overlooked University policies and restrictions on promotional material

13

POSITIONING STATEMENT

The UNL Computer & Phone Shop is the convenient, relatable brand of phone services and computer tech that jumpstarts college students education with the best services, products and prices

14

WHAT WEre doing

15

WHAT WEre doing

Campaign Objectives
I.
To create and promote a strategic brand identity for the UNL Computer & Phone Shop that is relatable to the target market

II. To establish an image for the UNL Computer & Phone Shop of credible, personable customer service III. To target specific students more effectively through timed media events IV. To own the idea of educational discounts of tech products in our target markets mind

Marketing Objectives
I. To increase UNL Computer & Phone Shop Online Traffic by 15% in 6 months II. To increase sales of computers and phone plans by 10% in one year

Tactics
Media, direct mail & collateral to equip current and incoming UNL students with information about UCPS Social media to attract new consumers, promote product sales and encourage consumers through online promotional prize contests & raffles Sales promotional product giveaways and prizes to raise awareness and interest among UNL students

16

HOW were doing it

17

Creative Brief
To provide quality name brand tech products with the convenience of an on-campus location. WiRED will provide relatable customer support, educational discounts, and all at a convenient on-campus location. Knowledgeable. Attentive. Convenient. Think of that overlooked TA that you go to for all the answers. Establish a competitive brand that builds loyalty through educational discounts, an assortment of essential products, services and the convenience provided by well-trained on-campus staff. Do this by building student awareness through on-campus advertising and creating a stronger social media presence.

Brand promise Brand personality

The opportunity is

UNL students, divided into two categories:

a) Beginners (freshman, transfer and international).
These students are new to the UNL experience and need every electronic necessity from an Ethernet cord to educational software and laptops.

to these people

b) On-the-goers.
These students occasionally go in to browse, but primarily stop in to buy a convenience item such as headphones.

The UNL Computer and Phone Shop provides a convenient and informed solution to students computer and phone needs while saving them time and money on products for all their tech needs. When rebranded and promoted, the shop will connect students through knowledgeable, attentive service and quality products. The UNL Computer and Phone Shop is the on-campus tech store that combines educational discounts with savvy customer service to connect students with the best technology at the best price. Witty and relatable while being friendly and confident.

The Proposition

They will believe it Because Tonality

18

LOGO DESIGN

Lower Level City Union - 501 Building - East Campus Union

Gradient C: 0 M: 0 Y: 0 K: 0 C: 14 M: 100 Y: 89 K: 10 C: 14 M: 100 Y: 89 K: 10 C: 0 M: 0 Y: 0 K: 0

C: 0 M: 0 Y: 0 K: 2 Title Font- MOLOT Body Font- Sansation Alternate Font- Baskerville

19

CORPORATE IDENTITY

Lower Level City Union - 501 Building - East Campus Union

Facebook Page

8.5x11 Static Ad Store Layout

20

Informational Brochure

36 x 6
Computers
501 Building CBA Love Library City Union

phone plans
Unlimited Data
Apple
Wide variety of Apple computers

Sprint & Verizon

Unlimited Text One Year Contracts

For any daily Technology Need

Ink Cartridges Ink Refills Printers Headphones External harddrives Phone & Computer Cases Flashdrives

The Solution

= Wired Location three convenient locations City Union Lower Level 501 Building East Campus Union

East Campus Union

Dell
Inspiron 15 R starting at $587.99

Cheap, Early Termination Fees

HP
Starting at $710

21

PUBLIC RELATIONS
OBJECTIVES
I. Build brand presence through store-student interaction during on-campus events II. Prompt engagement and enhance relationships between WiRED and the UNL students by better utilizing social media channels

STRATEGY
As part of the campaign, the public relations will reach the target market effectively on a personal level, define the policies and interests of WiRED and execute a program of action to earn public understanding and acceptance. We will launch a Get Connected event to promote awareness and showcase WiREDs new image. As an effort to continually reinforce WiRED we will have year round and seasonal print media, a continuous social media presence, as well as on campus events. In order to effectively promote the UNL Computer & Phone Shop into the UNL student community, we will implement several promotional tactics aimed at reaching our desired target market of UNL students. Our promotional tactics include Facebook raffles, a college checklist direct mail piece, UNL student parent email blast and seasonal postcards. Sales promotion and seasonal creative content will also be included.

22

Pre-Grand opening
BIG RED WELCOME
The WiRED pre-grand opening event will take place during UNLs Big Red Welcome in August 2013. The purpose of this event is to introduce the WiRED brand into the community during the fall semester in order to successfully establish a strategic brand image and promote sales among students. Incoming freshmen will get familiarized with the brand right away which will help build customer loyalty. This will also increase sales during the first few weeks of school which is one of the highest buying seasons for educational software, phone plans and laptops. The event will be held outside Memorial Stadium, in a WiRED certified booth. We will attract students to the booth by having WiRED representatives promoting the Like us on Facebook and receive a free pair of WiRED sunglasses. This will either be behind the booth counter or at the City Union store location. These representatives will also promote Facebook by urging students to stay updated with the WiRED Facebook in order to enter an upcoming drawing for the chance to win a free pair of Beats headphones. We will also hand out information brochures inside red plastic WiRED cups. These cups will be distributed to students passing through Big Red Welcome. The WiRED booth will have a promo banner including the new WiRED name, logo and tagline with the three store locations. This promotional pre- grand opening will encourage students to attend WiREDs Get Connected event, held the following Monday after Big Red Welcome. This day marks the beginning of the official WiRED Computer & Phone Shop. It will provide customer support for new students as well as offer Back to School discounts and promotions. We will attract students to this event by promoting it at Big Red Welcome and creating an incentive in which the first 10 students to attend Get Connected receive a $50.00 gift card to be used within the store. We will also promote the instore free t-shirt raffle which will take place during the grand opening event.

23

GET CONNECTED WEEK

This is a specific re-opening event where WiRED will showcase its new image and re-introduce its products. This event will be 5 days long and held the second week of Fall Semester, September 2-6. It will be held during regular store hours 8am-6pm. This will not only bring in the beginner target market but will acknowledge the on-the-goer target market as well. In order to launch the Get Connected week a banner will be hung next to the stores front doors. A greeter will be at the front of the store answering questions and directing customers to products. The first 10 students to enter the store will receive a $50 gift card. Upon entering the store, students will be told to fill out a sheet of paper with their name and contact information which will be entered into a raffle for a chance to win free merchandise. At the end of each day names will be drawn and posted on the Facebook page. Students can then pick up their prize the next morning at WiRED. We will raffle off 15 sets (3 each day) of skull candy headphones and have a grand prize raffle where students can enter to win a HP Pavillion laptop. In order to be entered in the grand prize giveaway you must make a purchase of $50 or more. We will hold this grand prize raffle on the last day of the Get Connected event. Also, all headphones, printer ink, USB flash drives, and webcams will be 15% off. These are specifically marked down items targeting on-the-goers. To generate traffic in and out of the store we will be handing out a total of 75 free-bee cards to random students in the union. These cards will contain a picture of specific software on it. The card will read redeem this for a free prize and continue with, WiRED Computer and Phone Shop; located downstairs in UNL City Union. Students will then go to Wired where they will be shown the actual software and given a brief description about it. They then can obtain their free t-shirt. In doing this we will not only reach beginners and on-the-goers, but also international students as well. This serves as a refresher for students who may know about software and may influence others who know nothing about it at all to purchase it in the future. Having this Get Connected week is beneficial in that it will enhance traffic, bring more awareness of products, and generate a fun, interactive environment. This makes for a favorable public image and will launch the start of our advertising.

24

PUBLIC RELATIONS-Social media

FACEBOOK SCREEN SHOT- DESIGN Facebook Design

Lower Level City Union - 501 Building - East Campus Union

FACEBOOK SCREEN SHOT- DESIGN

Facebook and Twitter

Build a strong Facebook student-fan base Post updates on current UNL news & events, a WiRED community Post weekly promotional offers and seasonal product deals Include Facebook Beats headphones raffles before winter & spring break to attract students and build relationships

FACEBOOK SCREEN SHOTSAMPLE POSTS DESIGN

-Come on in and get your educational discounts on Microsoft Office for both Macs and PCs! Lower level City Union, 501 Building and East Campus Union. -Have you voted yet today? 10% off for all customers who wear their I Voted sticker into the store. (asun or presidential) -Come in for Red Mondays. On the Monday following a Huskers Football win, all fans dressed in Husker apparel will receive 15% off their entire purchase (excluding Apple products). -Did you know that e-mail has been around longer than the World Wide Web? -ATTENTION ALL SENIORS: Get all of your technology upgrades and educational discounts at WiRED before you graduate!

25

PUBLIC RELATIONS-On-Campus
Campus Reps FACEBOOK SCREEN SHOT- DESIGN
-Utilize campus reps during beginning of fall and spring semester -These reps will help students get settled in and keep their semesters moving smoothly. The first time WiRED Reps would be in the dorms would be during the first move in days during the fall semester. -Reps will also be in the dorms during the first week of classes. At this time students will be buying new software, and setting up their new devices. Finally reps will be around during the crunch time throughout the semester -The week before midterms and the week before dead week are busy times for students, and a rep would be there for them in case of any technology emergencies.

FACEBOOK SCREEN SHOT- DESIGN Brand Ambassadors

We will designate a brand ambassador from each college on the UNL campus. These ambassadors will be in charge of a multitude of promotional activities, such as showcasing necessary products for one hour per day during the first week of the fall and spring semester using a kiosk at both dorms and colleges. WiRED Brand Ambassadors will also present house announcements for fraternity and sorority meetings on the first Monday of each peak season. We will use the WiRED sunglasses to draw students in for the fall semester and then use WiRED coffee sleeves to create brand awareness at the beginning of the spring semester. A final task of WiRED Brand Ambassadors would be to inform international students of computer and phone plans at the beginning of each peak season using kiosks at Selleck and Kaufman. WiRED Brand Ambassadors would serve as an unpaid internship that one student from each college would apply for at the beginning of each school year.

26

CREATIVE MATERIAL

Front

Front

Back
Tech Support

Back
Tech Support

FACEBOOK SCREEN SHOT- DESIGN

on-campus related events - Inside the cup will contain WiRED informational brochure - These cups will just have the WiRED logo, contact information and the Get Connected tagline

Cold-Activated Plastic Cups

- Distribute red plastic cups during specific

FACEBOOK SCREEN SHOT- DESIGN

students during on-campus events

Sunglasses

- WiRED plastic sunglasses will be distributed to - Students will be able to receive the glasses by Liking the WiRED Facebook page or if they are already friends with WiRED. - Each pair will have the WiRED logo printed on the sides. - Promote Like us on Facebook and receive free sunglasses through print and social media

FACEBOOK SCREEN SHOT- DESIGN

events

Staff Shirts

- Distribute the t-shirts to students during on-campus - T-shirt design will have the Have You Heard Of Us? Were Kinda Underground. tagline and graphic - Similar to the sunglasses, the t-shirts are an effective tactic to increase Facebook likes and encourage a brand relationship among current UNL students - New WiRED t-shirts will be distributed to all employees, brand ambassadors, and campus reps to effectively promote brand

27

PUBLIC RELATIONS
BIG RED WELCOME
FACEBOOK SCREEN SHOT- DESIGN
This event will be a great opportunity to introduce the WiRED brand into the UNL community. We will have a booth at the event where we will hand out promotional items including red plastic cups with the new WiRED name and logo as well as the informative brochure, to raise positive awareness amongst UNL students, particularly freshmen. A promotional banner displaying the new WiRED logo will be placed on the outside of the booth, informing the community of the new name. To further attract students to the Wired booth, local dining Southwest BBQ Pit will cater, serving free mini pulled pork bbq sliders at the WiRED booth. This will attract a majority of students to the booth, giving WiRED the opportunity to promote the brand. This event will also urge students to attend the official grand opening WiRED event which will take place the following Monday, as detailed on page 21. Furthermore, to increase the reach of WiRED Facebook traffic, we will promote a free sunglasses incentive through encouraging students at Big Red Welcome to Like us on Facebook during Big Red Welcome. By liking our page students will receive a free pair of red-plastic sunglasses with the WiRED logo on both sides of the frames. We will urge students to keep informed with the Facebook page in order to receive future updates on WiREDs Beats Headphones Facebook raffle.

FACEBOOK SCREEN SHOT- DESIGN Held at the UNL Campus Recreation Center, GET RECd showcases more than 75 vendors and includes free food, prizes and
giveaways. Attendees have the opportunity to try out the latest products and technology, and experience sights and sounds from local and national companies. Here we will provide a headphone booth where students can try out various headphones connected to iPods. We will also provide two tablets for students to experiment. In doing this they can log onto Facebook and like our page for a free prize. Students can also enter in a raffle to win a free t-shirt. These promotional tactics will not only raise awareness within the UNL student market, but will also engage students in products sold at the Shop and will inform them of products, discounts, and services. This event will also give a chance to further increase the Shops Facebook page Likes. By doing so, more students will receive notifications and news feed, which enables the brand to further use social media as an online promotional advertising strategy.

Get Recd

FACEBOOK SCREEN SHOT- DESIGN

Union Info Booth

This is purely an informational event held to spread awareness of store locations, seasonal promotions, and used as a way of communication for students. At these booths, we will reach the UNL students by utilizing both print and promotional advertising tactics. We will inform students of WiRED products and services by distributing the WiRED informational brochures, as mentioned above, as well as offer free gift giveaways of the plastic sunglasses and cups. We will also encourage students to like us on Facebook and receive a free prize, such as a t-shirt.

28

CREATIVE MATERIAL
FACEBOOK SCREEN SHOT- DESIGN 2013 STUDENT CHECKLIST
Are you college ready?

FACEBOOK SCREEN SHOT- DESIGN

We offer brand-name laptops, software, electronic accessories and more at an educational discounted price.

LAPTOPS
13 Macbook Pro...........starting at 15 Macbook Pro...........starting at 15 Macbook Pro.....retina display $ 1,099.00 $ 1,699.00 $ 1,999.00 949.00 979.00 710.00 999.00

SOFTWARE
Acrobat Pro X6 .................................... $ 999.00 Adobe Photoshop............................. $ 89.00 Adobe Design Standard CS 6... $ 225.00 Adobe Design & Web CS ...............$ Microsoft Office Windows 10......$ Microsoft Office for Mac..................$ Windows 7 ............................................... $ 225.00 xxx xxx xxx

$ 11 Macbook Air...........starting at Dell XPS Ultrabook .....starting at $ HP Pavillion.....................................................$ HP Folio Ultrabook.....................................$

Table Tent
- Distribute table tents on various on-campus locations including dining hall and City campus union

PRINTERS
DeskJet Wireless.........................................$ HP DeskJet .....................................................$ 79.99 39.99

GADGETS
new Apple iPad........starting at Apple iPad 2 .............starting at $ 499.99 $ 479.99

- Include WiRED logo, educationally discounted prices & back to school savings - Promote store convenience, educational pricing and personal service

iPod................................................................$ 79.99 new Apple TV.........................................$ 99.00 Roku streaming player....................$ 59.99

DONT FORGET
TI Graphing Calculator....................... $ 95.99 TI-30XIIS Scientic Calculator .... $ 8.99 USB Flash Drive ......................................$ 7.99 Memory Drive ......................................... $ 95.99 HP Ink Cartridge .........starting at $ Wireless Mouse ..........starting at $ 13.99 26.99

Like us
on Facebook to receive a FREE pair of WiRED sunglasses at Big Red Welcome & updates on UNL news & our upcoming BEATS HEADPHONE prize giveaway contest

For full product list go to marketplace.unl.edu/computershop

For full product listing go to www.wiRED.com

Freshman Checklist
- Send direct mail to all incoming freshmen during late summer before beginning of fall semester - Include WiRED products, educationally discounted prices and contact information

15%

BRING IN THIS COUPON & RECIEVE OFF YOUR iN-STORE PURCHASE

Valid through 09/10/13. O er excluding all Apple, Dell & HP products.

29

EMAIL BLASTS
FACEBOOK SCREEN SHOT- DESIGN
Blast 1: A laptop is a students side-kick. The convenience of having a computer in class, and in your dorm room makes it the number one necessity for everyone. WiRED is the on-campus computer and phone shop that gives students educational discounts on their necessary electronic items. The store carries Apple and Dell computers, and also has tablets to choose from. Come in during new student enrollment and check out what we have to offer. Blast 2: Youre now on your own now. That means your parents will want to call you more than ever. They did pay for most everything in your life, so its time to repay the favor. WiRED offers the same phone plans you already have, just for a much cheaper price. These plans can be with both Verizon, and Sprint. Benefits include the phones and plans being cheaper, shorter contracts, and unlimited data. To make this easier for you, just forward this to your parents.

FACEBOOK SCREEN SHOT- DESIGN

Blast 3: An average college student changes their major at least three times (considering some majors need different software) you need to find it for a low cost. WiRED offers major educational discounts on software that is needed for school. An example of these saving is, Microsoft office is only $20 while at a store like Best Buy you would pay $120. Just imagine all the things you can buy with all the extra money that you will save. Blast 4: WiRED doesnt just offer the big priced items. We are here to save you on things you may need in your everyday life such as ink refills, headphones, and tech support. The convenience of the on campus location means that even if you are without a car, you can still get the supplies you need.

30

FACEBOOK SCREEN SHOT- DESIGN

SEASONAl advertisements
FACEBOOK SCREEN SHOT- DESIGN

DESIGN

FACEBOOK 3x8 Banner SCREEN SHOT-

11x17 poster

11x17 poster

31

machined aluminum frame,

carbon fiber base.

In-Store Material

0 to 60 in 2.99 lbs.

XPS 13 Intel Core i5 $979.00

competitive pricing. convenient location. excellent service.

now im feeling so fly like a

g6.
FACEBOOK SCREEN SHOT- DESIGN

Misc creative content

Pavillion G6-2112he 2.3 GHz Intel Core i3 Processor

$550.00

- High resolution images of WiRED products - Little text, majority content advertisements - Sized at 11x17 - Include relatable tagline, slogan - Possibility of utilizing ads for both social media and print content - Advertise products specifically during each sales season

32

MEDIA PLAN
FACEBOOK SCREEN SHOT- DESIGN sales remain consistent through all *low-cost electronic products & accessories
seasons

PEAK SALES SEASONS

FACEBOOK SCREEN SHOT- DESIGN

Objectives

June 1 - Sep. 1
Products

Summer rush into beginning of fall semester rush: new & returning students Educational software, phone plans, laptops, printers

I.

To reach UNL students by providing an effective mix of media consistent brand presence

II. To utilize a variety of media outlets to establish a III. To reach 35% of the total UNL student population at
least three times during the course of the campaign and transfer) student population at least four times during the course of the campaign

Dec 1 - Dec 14 Pre-winter break rush, gift giving season

Products Headphones, chargers and other accessories

Jan 10 - Jan 24 Beginning of second semester rush

Products Educational software, laptops, printers

IV. To reach 75% of the total UNL beginners (freshmen

Mar 1 - Mar 24 Pre & Post spring break rush

Products Headphones, phone sales

FACEBOOK SCREEN SHOT- DESIGN

Strategy

We meet our reach objectives by targeting potential as well as current consumers during the four prime peak buying seasons through a series of promotional strategies that involve the use of print, PR and social media marketing tactics. By utilizing a pulsing plan, we will have the ability to maintain a presence throughout the entire year, but advertise more heavily during the key sales seasons. We will effectively reach incoming freshmen before or during the beginning of the academic year as well as improving messaging to the on-the-goers by increasing positive brand awareness and promoting product purchasing during the four high buying seasons We also will market the student discounted phone plans and computers to incoming freshmen and their parents through direct mail during the spring and summer months leading up to the first buying season. This will serve to acquaint new students and family members with the Computer and Phone Shop and allow parents to purchase the traditional high school graduation gift in plenty of time.

33

MEDIA MIX- PRINT

FACEBOOK SCREEN SHOT- DESIGN 8.5x11 Posters We will include 8.5x11 promotional posters that will be displayed on campus at various times throughout both semesters. These 8.5 x11 posters will be displayed around campus in places where students will easily see them and have access to them. These places include, but are not limited to, the Union, the residence halls, Greek housing (fraternities and sororities), bulletin boards in buildings on City and East Campus and at the three store locations. About 125 posters will be needed to cover all these points. We suggest distributing 8.5x11 posters in as many locations as possible throughout the school year in order to establish and maintain a brand image within the UNL community. - We included several designs suitable for the 8.5x11 poster. - Each set of 125 posters will cost $43.75 to print in full-color.

FACEBOOK SCREEN SHOT- DESIGN

Informational Brochure
In order to increase awareness within the target market, we will distribute updated informational brochures in-store at the checkout stand as well as during Union- related event booths and during UNL campus events such as Big Red Welcome and Get Recd. This brochure will include the new WiRED name & tagline along with relevant information regarding store products, student discounts and phone services. It is possible to continue distributing the current UCPS brochure, but we suggest also distributing the WiRED brochure to keep students up to date with the new name and brand. This is a simple yet informative brochure which will also contain a map with directions to each store location, along with phone numbers and email addresses, website URL and other primary contact information. This will be an easy to read, easy to understand brochure, aimed at the goal of displaying WiREDs convenience, personable customer service & the educationally discounted prices available. - This updated WiRED brochure is a full color tri-fold design - We suggest distributing this brochure specifically during campus-related events to inform new and current students of the products and brands offered - The cost for 2500 full-color tri-fold printed brochures is $1,230

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MEDIA MIX- INteractive

Facebook FACEBOOK SCREEN SHOT- DESIGN An update to the existing Facebook for both content and design is needed to adequately provide brand and product information, as well as upcoming promotions and sales. Within our Facebook page we will post about new, upcoming technology and different events FACEBOOK SCREEN SHOT- DESIGN and news that are happening within the University of NebraskaTwitter Lincoln to establish a community presence. Frequent updates to Similar to the Facebook content, we will post about new, the WiRED Facebook page will build a presence within the UNL upcoming technology and different events and news that community & will allow students to give comments, feedback and are happening within the University of Nebraska-Lincoln. opinions about WiREDs products, promotions, services & news We will also use Twitter to tweet about our events going updates. This will help build the WiRED community and engage on around campus and also the different contests going the brand with the student market. Creative content will also be on within the store and on our Facebook page; we will do added to the WiRED timeline to promote sales through online this by including a url link into each tweet. advertising. This is a cost effective strategy which will attract UNL Twitter is a great way to also incorporate student students to help increase both online and in-store traffic. participation with the WiRED Facebook page. By
The promotion of raffles will be done via Facebook, specifically during the periods before winter break and spring break. These promotional raffles will involve the students liking a picture post of the prize displayed on the stores Shops timeline. The student will then have to print off the prize coupon and bring it in to the store in order to receive their number for the raffle. The student will then have to keep updated with the site until the raffle winner(s) are announced. We will also promote Facebook likes. Like Contest will also be an effective and easy way to reach our desired target audience. All Facebook contests and Like raffles will be displayed on our print ads and posters as well, in order to raise awareness of the various promotions and social media activity throughout campus. Simple social media promotions such as these will not only increase the shops Facebook traffic and reach, but will keep students informed of upcoming promotions, products and services offered. tweeting reminders about contest deadlines and promotional events, students will have the ability to interact with WiRED as well as be informed on a regular basis of the products and specials at the Computer and Phone Shop.

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SALES PROMOtion
FACEBOOK SCREEN SHOT- DESIGN

Holiday postcard

We will continue distributing seasonal promotional postcards to UNL faculty during the last weeks in December before Winter Break. We will also distribute these promo postcards to all enrolled students during the same time period, via their on-campus mail address or student email. These postcards will be full color and will be aimed at promoting student discounts and product deals during the holiday season. This strategy can utilize the Shops holiday store specials and will successfully increase awareness to students, faculty and staff during the holiday gift buying season, another high-volume season for WiRED Computer & Phone Shop. - 2011 holiday faculty & staff postcard total = $217.23 - Possibility of sending postcard to UNL students FACEBOOK SCREEN SHOT- DESIGN

Beginning of semester table tents

Table tents will be distributed to both the City Union and all UNL dining services according to the UNL table tent distribution policy. The dining halls include: Abel/Sandoz, Harper/Shramn./Smith, Cather/ Pound./Niehardt, and Sellek. These tents will be distributed during the first two semesters, during the months of August and January and will be up for the first week of classes. By doing so, we can promote back to school sales, promotions and deals to the students as well as establish the WiRED brand identity among the UNL community - For 660 full-color table tents, the cost would be an estimated $118.50

FACEBOOK SCREEN SHOT- DESIGN

Freshman checklist direct mail

The student electronic product checklist-flyer will be distributed to all incoming freshmen via mail during the periods between late July and early August, leading up to Freshman Move-In before the beginning of fall semester. We will also distribute this flyer around the Nebraska Union during the last weeks of June leading up to the beginning of fall semester in late August. The new student electronic product checklist will allow us to successfully reach out to a majority of our incoming target market before the first weeks of class to raise awareness and increase sales volume on both low-cost and high-cost products - According to our primary research findings, almost 100% of students are aware of the UNL Computer & Phone Shop but lacked knowledge regarding what products are available. - 15% coupon incentive for student in store purchase during first weeks of school - For 5,000 full-color 8.5x11 posters the cost would be $1,750

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SALES PROMOtion
FACEBOOK SCREEN SHOT- DESIGN We will utilize 11x17 promotional posters during the prime buying seasons, in order to effectively raise awareness and encourage product purchase. These 11x17 posters will run one-two weeks prior to each high buying season until the following season. This includes the first two weeks of June through the last week in August, the last week in November through finals week before winter break, the second week of January through the first week in February and the two weeks leading up to spring break in March. These larger full color ad posters will be placed throughout both campus unions as well as in Love Library and UNL Colleges and on-campus housing. Because of cost constraints, we will distribute four 11x17 promotional ads per buying season, which will run for a three-four week period, until the next buying season begins.

11x17 Posters

According to our student survey responses, a majority of students agreed that visual posters succeed in raising brand awareness

FACEBOOK SCREEN print, inDESIGN effectively reach our target audience during the stores peak buying seasons, we will include Aside from indoor SHOT- order to promotional 3x7 and/ or 3x9 ft banners which will be utilized during the first weeks of first and second semester, the two highest sale seasons. The promotional banner ads will be displayed at the City Campus Union and/or the city-campus Rec Center. The banners will display the stores new name, logo, and store locations, aimed at attracting new and returning UNL students to the UNL Computer & Phone Shop. The promotional banners will be displayed as according to UNL policy. Since they can only be hung twice per semester for one week (non-consecutive), they will be displayed at the most effective times, either coinciding with the sales peaks or for special events or promotions, These banners will help raise awareness among UNL students, faculty and staff and will help boost sales during the two highest selling seasons to effectively increase the stores sales volume. With a reservation, a banner can be hung for one week. - Full-color promo banners will cost $300 each minimum for printing - Prices may vary depending on locations FACEBOOK SCREEN SHOT- full page color newspaper ad in the Daily Nebraskan during the first week of classes. This will We will include placing a DESIGN increase target reach among UNL students, faculty & staff as well as promote the new WiRED name and logo into the UNL community. This advertisement will also include contact information, a website link , as well as WiRED Facebook & Twitter logos. This will work to increase both in-store and online traffic during the beginning of fall semester, one of the highest buying seasons for the store. - Include name, logo and contact information - Include 3 on-campus locations - 1 full-color, full-page ad for the DN would cost $1,938

Promotional Banners

Daily Nebraskan Advertisement

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MEDIA SCHEDULE
Advertising
8.5x11 ads 11x17 ads Promo Banner

Promo PRINT

Holiday Postcard Checklist- Direct Mail Daily Nebraskan Ad Table-tents Email Blast

Collateral
Brochure In-store Video Events

Promotional Material

Big Red Welcome Get Recd Get Connected Booths

Social Media
Facebook Facebook ads Twitter

FACEBOOK a pulsing plan, weDESIGN the ability to maintain a presence throughout the entire year, but advertise more heavily during SCREEN SHOT- will have By utilizing
the key sales seasons. We will effectively reach incoming freshmen before or during the beginning of the academic year as well as improving messaging to the on-the-goers by increasing positive brand awareness and promoting product purchasing during the four high buying seasons. We suggest maintaining a constant online and social presence to effectively establish and maintain relationships with the UNL students.

Reach Frequency

Goal to reach 75% of the total UNL beginners (freshmen and transfer student population) at least four times during the course of the campaign Goal to reach 35% of the total UNL student population at least three times during the course of the campaign

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MEDIA PLAN
FACEBOOK SCREEN SHOT- DESIGN

PRINT
11x17 poster 8.5x11 poster Brochure Direct Mail Mailing D.M Promo Banners Table Tents Holiday Postcards NSE issue ad Ad for DN Event Coupons 23.75 43.75 1,230.00 1,750.00 55.50 600.00 118.55 217.23 1,017.60 1,938.00 7.00

Public relations
BRW booth Get Recd Union booth 160 500 500 $1,160

Rebrand
LED sign Store door signs Phone shop sign Employee T-Shirts Website 379 29 41.50 800 150.00 $1,399.50

Misc. Supplies
BRW catering Lemonade 1,000 74.81 $1,074.81

Promotional Material
Sunglasses Cups Beats Cozies Skullcandy T-shirts HP laptop Brochure 1,450 1,450 340 99.95 300 800 710 1,566 $6,715.00

$7,001.30

Total

$17,349.80

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WHAT COMES AFTER

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Evaluation
Evaluation will be conducted after spring break 2013, Student surveys will be conducted based on the original survey. Facebook, website, and store traffic as well as sales will be evaluated. These methods of evaluation will provide us with knowledge of the campaigns successes and failures as well as give us an idea for future promotional strategies and ways to best reach the UNL student market.

Objectives
To create & promote a strategic relatable brand image & identity To target specific students more effectively through timed media messaging

Evaluation techniques
Website, social media and personal interaction An increase in traffic & sales during the peak buying seasons

Potential results
An increase in brand identity and presence throughout UNL community, accompanied by an increase in traffic An increase in brand identy and prescence, an increase in longterm customer loyalty

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We would like to thank the following individuals for their help, insight and support throughout the WiRED campaign:

Dr. Ruth Brown Rich Bailey CoJMC Faculty Casadi Johnson Neil Wineman Ben Nikolas

CREATIVE

FUSION
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CREATIVE
Bobby Miller Natalie Hanson Geremy Gortemaker Brandon Frakes Aaron Jezek Jessica Petersen Trevor Milroy Amanda Rocke Lauren Davies

FUSION
Account Executive/ Project Manager Account Executive/ Project Manager Graphic Designer Graphic Designer Research Director Account Planner Video Production Media Planner/ Public Relations Media Planner /Public Relations

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