mktg 341 commercial crew advertising campaign
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The College of Business & EconomicsIntegrated Marketing Campaign
Commercial Crew
| Joey Devaldes | Grant Gurley | David Hedgepeth | Claire Thrower | Chase Tolison |
COLLEGE OF BUSINESS & ECONOMICS
COBE ANALYSISWEAKNESSE
S
STRENGTHS AACSB accredited Smaller classes Signature building Continuation of
BB&T grant Offers advanced
technologies
Successfully conveying message
No Doctoral program Small variety of
majors Bad reputation as a
“party school”
COBE’S COMPETITIVE EDGEoffers a unique experience in a signature building
houses real conference roomscontains a real financial “trading room” center
is part of a school with an 18:1 student ratio
THE GOALIncrease application rate of Virginia high schoolers in the business program at Radford University by at least 5% in the first year, and increase enrollment by at least 3% by the end of the one-year campaign for the COBE.
COBE Missionto provide an active
learning environment that develops
analytical and innovative business
professionals for a dynamic global environment
CREW Mission
to create innovative advertising campaigns
through careful research and effective strategies
TARGET MARKET
NOVA Richmond Tidewate
r
GEOGRAPHICS
DEMOGRAPHICS
High Schoolers Juniors and seniors Males and females Ages 16 to 18Parents Middle to upper class Ages 35-45 years Have a large influence on final college decisionGuidance Counselors Huge resource of info about colleges Working within target geographic area
POSITIONING STRATEGYHigh school junior and seniors (whose parents are middle to upper middle class) who want to receive a quality education in business
business program at Radford University
gives you the opportunity to succeed in the corporate world
is accredited by the AACSB offers students advanced technologies and accommodationshas small class sizes allowing a more personal relationship with professors
Offering an individual experience to prospective business professionals in a hi-tech setting.
FOR
COBE IS A
THATBECAUSE COBE
you’re not taking a course
you’re charting one
THE BIG IDEACOBE Mission of: CREW Mission
of:creating
innovative campaigns through
methodical research & effective
positioning
fostering analytical & innovative business professionals
A jump of students with a major, minor, or 2nd major in the business program at Radford
University
MEDIA PLANNINGMEDIA
OBJECTIVES
MEDIASTRATEGIES
$50,000BUDGET
To reach To provide To convey To utilize To encourage To engage
$4,100$3,000
$16,000
$6,000$13,500
$15,900
MagazinesFlyersFM RadioPandoraTwitterFacebook
MEDIA SPENDINGFocus on maximizing target market reach instead of frequency
CREATIVE MEDIA
M C H P A
MAJORS CAREERS HISTORY PROFESSORS APPLY
COLLEGE OF BUSINESS & ECONOMICS
INTERACTIVE TOUCH SCREEN KIOSK
DON’T JUST TAKE A COURSE.CHART ONE.radford college of business & economics
#RUCOBE
CREATIVE MEDIA
#COBECEOS
#COBEinnovates
TWITTER Looking into getting your BBA? Apply to Radford University’s College of Business & Economics program to foster the analytical business professional in you.
COBE on the RiseRadford’s business school offers students unique features that prepare them for real world corporate situations – why miss out on this value?
YOU’RE NOT JUST TAKING A COURSE.YOU’RE CHARTING ONE.
Radford University’s College of Business and Economics is an AACSB accredited program that offers prospective business professionals an opportunity to become tomorrows corporate leaders. What’s keeping you from charting your new course? Visit Radford.edu/COBE for more information. COLLEGE OF BUSINESS & ECONOMICS
innovation starts here.
RADFORD UNIVERSITY COLLEGE OF BUSINESS & ECONOMICS
you’re not taking a course you’re charting one
innovation starts here
radford university’s college of business & economics offers students the latest tools and technologies required for success in today’s corporate world. the signature building features conference rooms and a real financial “trading room” center
radford..edu/cobefacebook.com/rucobetwitter.com/rucobe
college of business & economics
Jan Feb Mar
Apr
May June
July Aug
Sept
Oct Nov
Dec
FM Radio
Pandora
Magazine
Flyers
HEAVY EXPOSUR
ENORMAL EXPOSUR
ENOEXPOSUR
E
MEDIA SCHEDULEA combination of:
continuous, flighting, & pulsing schedules
https://www.google.com/publicdata/directory http://www.journalism.org/media-indicators/weekly-radio-listenership/ http://www.gaebler.com/Radio-Advertising-in-Virginia http://slidehunter.com/powerpoint-templates/free-swot-powerpoint-template/ http://fitsmallbusiness.com/how-much-does-facebook-advertising-cost/ http://www.pennapowers.com/how-much-do-ads-on-twitter-cost/ http://smallbusiness.chron.com/much-magazine-advertising-cost-56136.html http://www.radford.edu/content/university-relations/home/facts-and-figures.html
CREDITS
About the School. (n.d.). Retrieved October 10, 2015, from http://business.vcu.edu/about-the-school/ College of Business & Economics Strategic Plan. Retrieved November 7, 2015 from http
://www.radford.edu/content/dam/colleges/cobe/Documents/COBE%20Strategic%20Plan.pdf Gerdes, L. (2009, March 2). Return on Investment: Public Schools Rock. Retrieved October 6, 2015, from http
://www.bloomberg.com/bschools/content/mar2009/bs2009032_982142.htm?chan=magazine+channel_special+report Gresham, T. (2011, November 17) VCU School of Business Part-Time MBA is Nationally Ranked. Retrieved November 8,
2015 from http://www.news.vcu.edu/article/VCU_School_of_Business_PartTime_MBA_is_Nationally_Ranked Majors and Minors. Retrieved October 10, 2015 from http://www.radford.edu/content/advising/home/majors-minors.html Marketing Advertising Data (n.d) Retrieved on October 11, 2015 from
https://learn.radford.edu/d2l/le/content/84692/viewContent/1296210/View Old Dominion Strome College of Business (n.d.). Retrieved October 10, 2015, from https://www.odu.edu/business Old Dominion University (n.d.) Retrieved from
http://grad-schools.usnews.rankingsandreviews.com/best-graduate-schools/top-business-schools/old-dominion-university-01232
Quick Facts. (n.d.) Retrieved October 11, 2015, from http://www.pamplin.vt.edu/general.php?page=info-facts Radford University, College of Education and Human Development, Retrieved on Nov. 1,2015 http://www.radford.edu/co
ntent/cehd/home.html Radford University, Fact Book 2014, Retrieved October 2, 2015 from
https://ir.radford.edu/factbook/Radford%20University%20Fact%20Book%202014.pdf Radford University, Our History. Retrieved October 1, 2015 from
http://www.radford.edu/content/radfordcore/about/history.html Radford University, School of Communication, Retrieved on Nov. 1,2015
http://www.radford.edu/content/chbs/home/comm.html Radford University, Strategic Plan. Retrieved October 1, 2015 from
http://www.radford.edu/content/cobe/home/about/strategic-plan.html Radford University, The College of Business and Economics, Retrieved Oct. 2, 2015 from
http://www.radford.edu/content/cobe/home.html Ranking and Recognition (n.d.). Retrieved October 10, 2015, from https://www.jmu.edu/cob/ranking-recognition/index.shtml
CITATIONS & REFERENCES