University of Nebraska - Lincoln DigitalCommons@University of Nebraska - Lincoln Student Advertising Projects - College of Journalism & Mass Communication Journalism and Mass Communications, College of Spring 2014 An Integrated Marketing Communications Campaign for the Lincoln Saltdogs Silver Lining Advertising Agency Nicole Bormann University of Nebraska-Lincoln Annie Pigaga University of Nebraska-Lincoln Michaela Ostronic University of Nebraska-Lincoln Shelby Hinze University of Nebraska-Lincoln See next page for additional authors Follow this and additional works at: http://digitalcommons.unl.edu/journalismstuad Part of the Advertising and Promotion Management Commons, Marketing Commons, Recreation Business Commons, and the Sports Management Commons Silver Lining Advertising Agency; Bormann, Nicole; Pigaga, Annie; Ostronic, Michaela; Hinze, Shelby; Milovich, Miranda; and Van Wie, Kayla, "An Integrated Marketing Communications Campaign for the Lincoln Saltdogs" (2014). Student Advertising Projects - College of Journalism & Mass Communication. Paper 19. http://digitalcommons.unl.edu/journalismstuad/19 This Article is brought to you for free and open access by the Journalism and Mass Communications, College of at DigitalCommons@University of Nebraska - Lincoln. It has been accepted for inclusion in Student Advertising Projects - College of Journalism & Mass Communication by an authorized administrator of DigitalCommons@University of Nebraska - Lincoln.
Authors Silver Lining Advertising Agency, Nicole Bormann, Annie Pigaga, Michaela Ostronic, Shelby Hinze, Miranda Milovich, and Kayla Van Wie This article is available at DigitalCommons@University of Nebraska - Lincoln: http://digitalcommons.unl.edu/journalismstuad/19
An Integrated Marketing Communications Campaign for the Lincoln Saltdogs April 29, 2014 Presented by Silver Lining Advertising Agency
Table of Contents 3 5 6 7 11 17 18 22 28 34 35 36 Silver Lining Advertising Agency Executive Summary Situation Analysis Research SWOT Earned Media Public Relations Paid Media Earned/Owned Media Budget Breakdown Evaluation Acknowledgements 2
Silver Lining The silver lining of a situation is the bright prospect. ǯ ϐ Ǥ ǡ ϐ Ǥ Ǧ Ǥ ʹͲͳͶ Ǧ Ǧ Ǥ ǡ ǡ Ǧ tions tactics. Ǧ Ǥ ǯ Ǥ
Silver Lining Team Members Nicole Bormann Annie Pigaga Michaela Ostronic Shelby Hinze Miranda Milovich Kayla Van Wie Account Executive Project Manager Research Director Public Relations Director Creative Director Creative Director 4
Executive Summary Campaign Challenge Creative Strategy Target Audiences Public Relations Budget Media Objectives 5
Situation Analysis Overview of the Lincoln Saltdogs 6
Research Research Objectives What We Need to Know Ȉ Ȉ ǡ Ȉ Ȉ Ǥ Ȉ ǫ Ȉ ǫ Ȉ ǡ ǡ Ǥ ǫ Ȉ Ȉ ǡ ǡ ǫ Ȉ ǫ Ȉ ǫ Ȁ ϐ ǫ Ȉ Ȉ Ȉ Ȁ ǫ Ȉ ǫ Ȉ ǫ Ȉ ǫ 7
Secondary Research Methodology Key Findings 8
Key Insights activities. Competition Primary Competition Secondary Competition Lincoln bars Local concerts 9
Primary Research Methodology Key Findings Tube. Key Insights pealing. 10
SWOT Analysis Strengths but in Lincoln. Weaknesses 11
SWOT Analysis Threats Opportunities ognition. 12
Campaign
Target Audiences Demographic Profile Ways in which families get their information: Internet Television How families spend their free time: Psychographic Profile Primary types of social media used by family members: Other Key Audience Insights 14
Goals & Objectives Marketing Goals and Objectives Goal: Objective Advertising Goals Positioning Statement Budget 15
Media Overview The channel a leverage a channel ships 16
Owned Media The Saltdogs current owned media consists of: 17
Public Relations Goals & Objectives Goal: Objective: Tactic: Tactic: Tactic: Objective: Tactic: Tactic: Tactic: Objective: Tactic: Tactic: Tactic: 18
Creative Owned, Paid and Earned
Creative Brief Campaign Theme Campaign Personality Opportunity Why We are Advertising Our Proposition Is: Join the Pack. Pack the Park. And they will believe it because Tonality 20
Paid Media Print - Lincoln Journal-Star Newspaper 22
Paid Media 23
Paid Media 24
Paid Media Rotary Billboard Advertisement 25
Paid Media Radio 30-second spot 26
Paid Media Promotional Brochure 27
Earned Owned Media Facebook Who s Packing the Park? University of Nebraska Lincoln employees and their families are Packing the Park at tonight s game against Sioux Falls Canar- ies. Join them in packing the park tonight! 28
Earned Owned Media Facebook Pack Leader of the Week Congrats to our Pack Leader of the Week, Bryan Warner. Warner led the pack to victory over the Sioux Falls Ca- naries! Like this photo to show Howard your support! 29
Earned Owned Media Facebook Pack Member of the Week Jimmy Evans, a 6- year- old from Lincoln, is our Pack Member of the week! He is ready to play ball! Jimmy Evans, a 6 year old from Lincoln, is our Pack Mem- ber of the week! He is ready to play ball! 30
Earned Media Join the Fanny Pack Frenzy 31
Earned Media Instagram Promotional Events Tail Gate: Party with the Pack Bring Your Fanny Pack Join the Fanny Pack Frenzy 32
Earned Media YouTube Video Ǥ ǡ ǡ Ǥ Ǧ ǯ ǡ Ǥ ǡ ǯ Ǥ Ǧ Ǥ Ǧ Ǥ Join the Pack. Pack the Park with Homer video: 33
Budget Estimates Owned Earned Paid Total 34
Evaluation of the season to the beginning. 35
Thank you 36
Nicole Bormann Annie Pigaga Michaela Ostronic Shelby Hinze Miranda Milovich Kayla Van Wie