Post on 12-Apr-2017
mIGHTY iNC.
O.K. is unacceptable. Our work is outstanding.
We are
mighty.
mIGHTY iNC. Presents:
est. 1926
UN
IVERSITY CLU
B
OF O R L A N DO
UNIVERSITY CLUB OF ORLANDO
OVERVIEW
The Challenge
Research & Strategy
Creative Execution
Media & Budget
UNIVERSITY CLUB OF ORLANDO
The Challenge
The Problems:Private club industry is down as a whole
University Club is seen as “pretentious”
The Goal:Create a campaign that will high-light the generosity and fellow-ship that is at the core of the Uni-versity Club
RESEARCH
RESEARCH
INDUSTRYTRENDS
- The number of private clubs has fallen 10% in the past decade.
- Traditionally comprised exclusively of Protestant Caucasian men but moving towards diversity
- Revenue generated from non-members and general audiences in 2013 increased to an average of 10.5%
RESEARCH
S.W.O.TANALYSIS
Threats - Competitors (Citrus Club…) - Economic recession - Membership dues are not tax refundable - Younger generation “Doesn’t fit in” - Perception of club hasn’t changed
Strengths - Diverse membership - Location - Travel opportunities - Well-trained staff - Philanthropy
Opportunities - New facilities - Reach new audiences - Younger demographic - Different membership rates / amenities - Social Media / app
Weaknesses -Facilities are outdated -Low consumer awareness -Benefits < cost -Not family oriented - Poor Online presence
Objectives:- Evaluate thoughts, attitudes, and
beliefs of The University Club’s
target demographic.
RESEARCH
PRIMARYRESEARCH
-Age 25-40 working professionals
- Work in/near downtown Orlando
- Professionals
-Social individuals with active life-styles
RESEARCH
TargetAudience
Rationale:
-Highest potential for creating strong brand loyalty
- Building their careers
- Seeking out opportunities to branch out
- Recruiting younger generations is vital for the Club’s longevity
- More visibility and brand management is key
- Current members are the catalyst for change
- Social media
RESEARCH
KeyInsights
Positioning:- Hub for Orlando’s best and
brightest minds
- Creates strong relationships
- Empowers members to
bring about change through
Philanthropy
- Inspire
CREATIVEEXECUTION
- Show the public that the
University Club works
FOR THE THINGS THAT MATTER
CREATIVE EXECUTION
THE BIGIDEA
CREATIVE EXECUTION
THE Brand
- The members of the club are
as unique as the prestigious
organization they make up.
- Inspire respect and reflect the
core values of the University
Club:
Philanthropy, culture,
community, and
brotherhood.
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HEX: 5f0d0fRGB: 95, 13, 15CMYK: 35, 97, 90, 55
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HEX: 221f1fRGB: 34, 31, 31CMYK: 70, 67, 65, 74
ColorPalette
LOGO
est. 1926
UN
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ERSITY CLUB
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UN
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ERSITY CLUB
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IVERSITY CLU
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UN
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ERSITY CLUB
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BEBAS NEUE
Helvetica
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()
PrintTypography
webTypography
CREATIVE EXECUTION
Internal Productions
- Membership Packet
- Newsletter
- Mobile App
INTERNAL PRODUCTIONS
MEMBERSHIPPACKET
INTERNAL PRODUCTIONS
NewsLEtter
INTERNAL PRODUCTIONS
BUSINESS CARD
est. 1926
UN
IV
ERSITY CLUB
O
F O R L A N DO
150 East Central BLVD.
Orlando, FL 32801
PETRÉA ATWELLMembership Director
150 East Central Blv. Orlando, FL 32801
P: 407.425.2514 F: 407.425.2517
Membership@UClubOrlando.com
est. 1926
UN
IV
ERSITY CLUB
O
F O R L A N DO•
INTERNAL PRODUCTIONS
MOBILE APPLICATION
News
Newsletter
News Article
share screen
Calendar
Speaker Bio
Event
Event Menu
Directory
Contact
Dining Calendar
ReservationsService
Times Available Book Now
Around The WorldOffer
My ProfileMy Calendar
My Finances
current Bill
Previous Bill
CREATIVE EXECUTION
Advertising
- Magazine
- Newpaper
- Web
ADVERTISING
Magazine
ADVERTISING
Print Newspaper
ADVERTISING
web Newspaper
ADVERTISING
EliteMailer
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est. 1926
UN
IV
ERSITY CLUB
O
F O R L A N DO
150 East Central BLVD.
Orlando, FL 32801
PETRÉA ATWELLMembership Director
150 East Central Blv. Orlando, FL 32801
P: 407.425.2514 F: 407.425.2517
Membership@UClubOrlando.com
est. 1926
UN
IV
ERSITY CLUB
O
F O R L A N DO
•
1
2 3
45
ADVERTISING
GENERALMailer
CREATIVE EXECUTION
PublicRelations
- Arnold Palmer Invitational
- Social Media
PUBLIC RELATIONS
Arnold PAlmer Invitational
PUBLIC RELATIONS
SOCIAL MEDIA
Strategy:- Use Facebook to brand the
University Club and inform active and prospective members about events, promotions, and updates.
Tactics:- Update with pictures, videos, and
promotional material
Strategy:- Connect and interact with our
target market while generating
publicity and news leads
Tactics:- Twitter chats on local issues
- Tweets in anticipation of the
new building
Strategy:- Establish the University Club
brand as an authority in the
Orlando business community.
Tactics:- Publish news releases
- Share articles relevant to the
community
MEDIA PLAN&
BUDGET
- To expose at least 40% of our target
market to The University Club of
Orlando through various media
outlets by January 2017.
-To reach at least 25% of our
potential target audience with an
average frequency of four or more
times throughout the two year
campaign.
MEDIA PLAN
OBJECTIVES
MEDIA PLAN
Key Media
Media Schedule
Medium Impressions CPM Jan Feb Mar Apr May Jun July Aug Sept Oct Nov Dec
Print newspaper
48 $0.19
Online newspaper
25,000 $0.26
Magazine 96 $9.16
Direct Mail 150 $9.52
Mobile app 217 $0
The media schedule above shows the recommended timing of media placement for the 2015 and 2016 calender year.
Magazine - Targets upscale, educated
demographic
- Trust
- Lowest levels of multitasking
- ORLANDO MAGAZINE
-reach: 132,000
-ORLANDO WEEKLY
-reach: 242,400
Newspaper - 79% of readers took some kind of
action because of a newspaper ad
- Focuses on a target market of
prominent business leaders in
the community
- Reach: 890,000 (sun.)
- Web
- Reach: 24.6 Mil. monthly views
Direct Mail - Exclusivity
- Most effective medium-direct
targeting
Budget Distribution
30%
8%
23%
10%
20%
2%8%
MagazineDirect MailSponsorshipsMisc. ExpensesBranding MaterialsNewspaperUnused Budget
MEDIA PLAN
Budget
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