Demmer center 6 rivers creative
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The Demmer Center is losing profits due to lack of awareness and negative perceptions. A survey found most people are unaware of the Center and its facilities. The strategy targets MSU, LCC, and Cooley Law students as well as families. It addresses awareness issues through a branding strategy using green and MSU colors, print ads, brochures, and PR addressing gun safety. Promotional events on campus and classes at the Center are also planned to build awareness and a positive image. The media plan utilizes print, outdoor, online, and social media over the calendar year.
Demmer center 6 rivers creative
- 1. + Demmer Center Six Rivers Creative Group Adaemia Campbell, Dana Al-Nasrallah, Kathryn Theda, Julia Brierton, Annie Stephens, Zach Peterson
- 2. + Brand Problem Current Situation Demmer Center is losing 50% of its profits by not getting enough traffic through its doors. Through our survey and research majority of people are not aware that the Demmer Center exists. Bad PR from recent gun shootings at schools and general bad reputation for guns.
- 3. + Target Analysis MSU, LCC and Cooley Law Students Families in the East Lansing and Lansing area
- 4. + Obstacles Awareness: Lack of awareness for the facility and uses by general public. Factors include: Poor signage outside of facility Lack of presence on campus and digitally on the internet Lack of advertising and marketing due to low budget. Any advertising has been minimally effective. Controversial Subject Matter Perception on all weapons by general public is mostly negative. Gun control issues and violence in the news
- 5. + Potential Clients Psychographics Outgoing personality willing to try new activities Freshmen at State looking to get involved Families looking for a fun activity to spend time together Disposable Income
- 6. + Opportunities Demmer Center Colleges Utilize all outlets at colleges in the area to create awareness among students Unique state of the art facility 5 outdoor archery ranges, 2 indoor firearm ranges, spacious lobby Training and Education focus for archery and shooting Welcoming family atmosphere Outstanding faculty
- 7. + Creative Strategy Colors Green Camouflage Outdoors Hunting and Archery MSU Green and State helmet Consistent Appearance People recognize and remember Demmer Center easier and stands out to create awareness Familiarity with surrounding community
- 9. + Brochure
- 10. + Brochure
- 11. + Public Relations PR statement to reply in event of another shooting in the U.S. Send out when event occurs Stresses that Demmer Center is focused on the safety and training of firearms. Solves issue of brand problem and consumers worries about gun safety
- 12. + Promotions & Events UAB event Archery Day at the Rock CATA bus route to Demmer Center Cooley Law and Lansing Community College Guest Speakers Instructors from Demmer Center give guest lectures in criminal justice degree classes and criminal law classes
- 13. + Sparticipation MSU Archery Team and Demmer center hold interactive archery booth for promotional prizes Self-Defense Classes at Demmer Center Lansing community Demmer Center Hand to hand defense and pistol instruction Promotions & Events
- 14. + Media Selection Print Coupon Insert: 10% discount Newspaper Insert State News, Lansing Journal, Lansing City Pulse Brochure Out-of-Home Billboard New Sign outside Demmer Center Promotional Merchandise Koozys and Pens
- 15. + Media Selection Online Marketing Website Update Google Adwords SEO Marketing Campaign for Internet Search Engine Optimization Social Media Facebook Twitter
- 16. + Media Calendar