james laurinaitis for heisman campaign strategy
DESCRIPTION
This presentation was a group effort done for a Strategic Communication class. Our goal was to put together a faux campaign for James Laurinaitis, OSU football player, to win the Heisman Trophy as though we were hired to do this job in real life.TRANSCRIPT
Why Voters?• Their votes determine the winner
• Total: 927 voters
• Consist of media personnel and past Heisman winners
• Selected by Regional Representatives
• Each voter ranks their first through third choices
Target Audience 1: Voters
Target Audience# 1 Why Voters? Strategies
Target Audience# 2 Research Strategies
Target Audience# 3 Why Fans? Research Strategies
MessageTimelineBudgetEvaluationEvaluation cont.Conclusion
Target Audience 1: Voters
Target Audience# 1 Why Voters? Strategies
Target Audience# 2 Research Strategies
Target Audience# 3 Why Fans? Research Strategies
MessageTimelineBudgetEvaluationEvaluation cont.Conclusion
Strategies:
• Preseason Cards
• Biweekly Postcards
• Buckeye Postcards
• Highlight DVDs
Target Audience 2: Media
Research• Portzline- Importance of Defense and Internet
Target Audience# 1 Why Voters? Strategies
Target Audience# 2 Research Strategies
Target Audience# 3 Why Fans? Research Strategies
MessageTimelineBudgetEvaluationEvaluation cont.Conclusion
Website
Sports TV channels
Network TV channels
Campus newspaper
Other newspaper
Radio
Don’t get information
020406080100120140
116 12799
56 36 35 22
Where students get their information about college football
Types of Media
Num
ber o
f Stu
dent
s
Target Audience 2: Media
Strategies:
• Campaign Website• Public Service Announcement • Media Kits• Essay Contest• YouTube Video Contest
Target Audience# 1 Why Voters? Strategies
Target Audience# 2 Research Strategies
Target Audience# 3 Why Fans? Research Strategies
MessageTimelineBudgetEvaluationEvaluation cont.Conclusion
Target Audience 3: FansWhy Fans?
• Makes Ohio State
• Often recognized and help lead to the image that is Ohio State.
• By getting our fans to rally behind James Laurinaitis, we can best affect our other target audiences.
• Gain attention
Target Audience# 1 Why Voters? Strategies
Target Audience# 2 Research Strategies
Target Audience# 3 Why Fans? Research Strategies
MessageTimelineBudgetEvaluationEvaluation cont.Conclusion
Target Audience 3: Fans
Fans: Research• Surveys
Target Audience# 1 Why Voters? Strategies
Target Audience# 2 Research Strategies
Target Audience# 3 Why Fans? Research Strategies
MessageTimelineBudgetEvaluationEvaluation cont.Conclusion
61%5%3%13%10%8%
Overall Student Support of James Laurinaitis for Heisman
Yes, I would support him
No - Offensive players are more important
No - All defensive players do the same thing
No - Other OSU players have a better chance to win
No - Other OSU players deserve it more
No - Other
Target Audience 3: Fans
Strategies: • Facebook fan page featuring James Laurinaitis• Dorm contest• Event at the Oval• Rally
Target Audience# 1 Why Voters? Strategies
Target Audience# 2 Research Strategies
Target Audience# 3 Why Fans? Research Strategies
MessageTimelineBudgetEvaluationEvaluation cont.Conclusion
020406080100
1867 75 88 69
How students would support a Laurinaitis for Heisman campaign
What students would do to support the campaign
Num
ber
of S
tude
nts
Message
Heisman: 33 for the TrophyTarget Audience# 1 Why Voters? Strategies
Target Audience# 2 Research Strategies
Target Audience# 3 Why Fans? Research Strategies
MessageTimelineBudgetEvaluationEvaluation cont.Conclusion
Timeline
Target Audience# 1 Why Voters? Strategies
Target Audience# 2 Research Strategies
Target Audience# 3 Why Fans? Research Strategies
MessageTimelineBudgetEvaluationEvaluation cont.Conclusion
Campaign Kickoff:
August 15, 2008
Campaign End:
December 1, 2008
Budget
The total budget for this project with the 15 percent mark-up:
$18,671.92
Target Audience# 1 Why Voters? Strategies
Target Audience# 2 Research Strategies
Target Audience# 3 Why Fans? Research Strategies
MessageTimelineBudgetEvaluationEvaluation cont.Conclusion
Evaluation Techniques
Count:
• # at Oval event
• # wearing #33 Jersey
• # of $0.33 hotdogs sold
• Conduct same survey
• # of reply cards received
• # of stories heard or read on news
Target Audience# 1 Why Voters? Strategies
Target Audience# 2 Research Strategies
Target Audience# 3 Why Fans? Research Strategies
MessageTimelineBudgetEvaluationEvaluation cont.Conclusion
Evaluation Techniques cont...
• # of votes for defensive players
• Defensive players considered for Heisman trophy
• James’ final standing in the Heisman voting
• Overall in order to evaluate ourselves we will see if we met our objectives.
Target Audience# 1 Why Voters? Strategies
Target Audience# 2 Research Strategies
Target Audience# 3 Why Fans? Research Strategies
MessageTimelineBudgetEvaluationEvaluation cont.Conclusion
Conclusion
Please see the booklet for more detailed information
Thank You!
Target Audience# 1 Why Voters? Strategies
Target Audience# 2 Research Strategies
Target Audience# 3 Why Fans? Research Strategies
MessageTimelineBudgetEvaluationEvaluation cont.Conclusion