Feb 21, 2016
DEMMER SPORTS PLANS BOOK
PLANS BOOK
EST. 2009
MEET OUR TEAM
We are a group of committed and creative individuals who are passionate about advertising and design. Together we have created a fully integrated campaign that will revitalize Demmer Sports. Enjoy!
Eric Rogg Keely Mann Anthony Richards
Thomas Mahoney Paige Leibinger Scott Tomsa
ART DIRECTOR CREATIVE DIRECTOR
PUBLIC RELATIONS ACCOUNT SERVICES
GUERILLA MARKETING
PLANNER
BRAND GUIDE
We re-named the facility Demmer Sports so that the
purpose of the business is clearly identifia
ble. To us,
Demmer Center sounds m
ore like a convention center
than a shooting range.
The new logo conveys the services offered and
gives the brand a modern twist.
It can be used in both web and print materials
and should be displayed using only the
colors and formats p
rovided.
Inspired by the MSU football team logo, we opted to take Demmer’s colors back to their Spartan roots. Color codes are provided below. All branding and promotional materials should utilize these colors.
c=90 m=45 y=75 k=48
c=0 m=0 y=0 k=46
c=0 m=0 y=0 k=0
c=90 m=45 y=75 k=48
COLOR PALETTE
TYPE FACES
SWOTSTRENGTHS
WEAKNESSES
State of the art facility
Focus on training
Safety
On the MSU campus
Lack of awareness
Not enough business
Poor marketing
Only 22 caliber allowed
OPPORTUNITIES
THREATS
Target market easily accessible
Further education
Debunk negative stigmas
Alternative entertainment
Lack of awareness
Not enough business
Poor marketing
Only 22 caliber allowed
Offer elective classes for credit
OBJECTIVECAMPAIGN
Our objective is to generate awareness for Demmer Sports, particularly on the college campus, through marketing and web outlets. We hope that this campaign will boost membership and create business for Demmer Sports.
STRATEGYPosition Demmer Sports as a fun, safe alternative entertainment destination.
TA
RG
ET
M
AR
KE
T
18TO25
ANDNON GAMERS
2NDOF35TO44
FAMILY
SPARTYSMeet with Demmer Center building to see if it’s a viable space. A break even analysis would need to be done to see if it’s economical.
Because it’s a general fund building, you will have to go through Physical Plant and get an architect involved.
Planning items such as a technical drawing, hours of operation, training information, number of employees, etc. would need to be submitted to the Ingham Health Dept. for ground breaking approval (need to submit a plan review).
Ingham county approval (up to 30 days for approval)
Hire a general contractor
Order all materials (wall, lights, shelving, food equipment, etc.) for the store
It will take about 6 months once Ingham County approves
IMPLEMENTATION
JENNA BROWNCulinary Services
ARCADE3 games, Big buck hunter, Crane game, and Golden tee
All non-violent, the shooting game is hunting focused
AP
PA
RE
L
WEB STRATEGY
The website was redesigned to include the most important and relevant information while maintaining the new Demmer Sports branding. The homepage includes the hours of operation, upcoming events, and an embedded Google Map of the location of the shooting center.
Each page is designed to provide a clean, user-friendly interface where viewers can easily access the information they are looking for without getting lost in excess content.
MEDIASOCIAL
STRATEGY
Each Social Media page is included on every page of the site to provide easy access to Facebook, Twitter, Google+, and Instagram. Including these social media handles will improve the websites Search Engine Optimization (SEO) and Social Media Optimization (SMO).
The Social Media Strategy for Demmer Sports is fairly straightforward. A simple revamp of the Demmer Facebook page to apply the new branding, as well as creating Twitter, Google+, and Instagram handles to further amplify communication. Each page will be actively populated with videos and photos of the Demmer Shooting Center as well as relevant articles and posts to engage with fans and followers.
EVENTSPR1
2
NOODLES & CO ARCHERY TEAM FUNDRAISER
HALF-TIME NERF GUN FIGHT
The archery team will hold a fundraiser at the popular restaraunt, Noodles & Company, to raise funds for the team and awareness for the ceneter. They will have posters, stickers and T-shirts to give away to interested parties. A portion of the profits from all the meals purchased during the specidfie fundraising
time, will go toward the archery team.
At the half-time show of a Michigan State basketball game we will host a Nerf gun fight at half-time. If possible we would like Tom Izzo to be involved. A video will play during the fight that promotes the Demmer
Center. More information on this event is available in the press release.
The news Releases pictured can be re-written and used for
social media outlets. They can be sent to the State News
as well as the Lansing State Journal, to
promote and
publicize the events.
Demmer Sports launches Basketball half-time show Nerf gun fight to be held at half-time show of Michigan State basketball game
EAST LANSING, Mich. —Demmer Sports, Target Shooting and Education Center, has planned
to launch a half-time event at Michigan State Men’s Basketball games. Starting in the fall of
2014 the event will present a demonstration using Nerf guns with special guest, head coach, Tom
Izzo.
This event will be on a volunteer, first-come first-served basis and participants will be provided
with a green or white Demmer T-shirt to represent their teams. This initiative is meant to
encourage students, faculty and fans to sign up and become a member at Demmer Sports. This
event will also make those attending aware of what the Demmer Center has to offer.
Demmer Sports differs from other shooting ranges because it is a training and educational
facility that offers both indoor and outdoor archery ranges as well as indoor ballistic ranges. “The
Demmer Center will provide our students and the public with first-class instruction, skill
development, education and training opportunities in a state-of-the-art facility, one day we want
to see an MSU Spartan as an Olympic shooting athlete,” said -William W. Taylor of the Fisheries
and Wildlife Department.
Since opening in 1950 the Demmer Center is one of the only organizations in the United States
that offers onsite educational training and utilizes the latest shooting range technology while
remaining environmentally friendly.
FOR IMMEDIATE RELEASEMonth, date 2013
Contact: Paige leibinger248-347-8711
NE
WS
RE
LE
AS
E
Demmer Sports Hosts Archery Team FundraiserVery first archery club fundraiser at Noodles and Company
EAST LANSING, Mich. — The Demmer Center for Shooting Sports is planning to host a new
fundraiser event for the archery team on Friday September 6th, 2013 from 4-8pm.
This fundraiser is designed to create a certain percentage of profits from the meals purchased during
the event that will go towards funding the archery team. The goal is to not only raise funds for the
archery team, but also draw in new members and educate them about the Demmer Center. Team
members will set up displays showing pictures of the team, Demmer Center branding along with
facts about the team and the center.
The Demmer Center is unique because it is an educational center that offers a variety of classes
from beginner to advanced in both archery and ballistics including Bow-hunting, Bow-fishing,
Archery 101, Introductory Rifle and Pistol classes and the NRA Basic Pistol Class. “ It feels great to
be helping Michigan State University bring a world class facility to its campus for the promotion of
shooting sports” said John Demmer creator of the Demmer Center.
For over 60 years the Demmer Center is one of the only shooting centers in the United States that
offer’s hands on training before you begin shooting while also remaining environmentally friendly.
FOR IMMEDIATE RELEASEMonth, date 2013
Contact: Paige leibinger248-347-8711
NE
WS
RE
LE
AS
E
AWARENESSIn initial surveys we found that 84% of respondents did not know what Demmer Sports was. To comabt this we updated the signage to display the new logo. The use of brand imagery makes it more appealing than the current text-based sign, and also more identifiable.
OUTDOOR
AT THIS EXIT, FUNIS ALWAYS THETARGET.
These billboards will be displayed at the Jolly Road exit. Their purpose is to raise awareness. They will run one after the other for an estimated period of around 2 months each. The one on the left will run first, and the one pictured will run second.
WE
DON’T
SHOOT
BLANKS.
SPORTS
T A R G E T S H O O T I N G A N D E D U C A T I O N
DEMMER
EST. 2009
POSTER 1Our print campaign takes advantage of eye-catching slogans and phrases to draw college students attention. They will be posted at various locations around campus. These are meant to spread awareness and get the attention of college students, as well as the secondary target of families.
SAYGOODBYETO FAMILYBOWLINGNIGHT.DEMMERSPORTST A R G E T S H O O T I N G A N D E D U C A T I O N
EST. 2009
POSTER 2
A BAD DAY AT THERANGE ISBETTERTHAN A
DEMMERSPORTST A R G E T S H O O T I N G A N D E D U C A T I O N
EST.
2009
GOOD DAYAT WORK
POSTER 3
We plan to paint the popular rock on MSU campus with the Demmer Sports logo and colors. Next to the rock we will set up a tent where students can shoot targets with NERF guns for the chance to win prizes, such as free range sessions or Demmer Sports t-shirts.
GUERILLAPhoto from: supportforstudents.msu.edu
EST. 2009
STICKERS
Stickers will be posted and handed out on campus, as well as at events. These could also be sold in the new apparel section of the Demmer Sports building.
FINANCEBILLBOARDSRange of $1,500 to $30,000 per 4 week period accordingto Blue Line Media
POSTERSVistaprint.com creates poster for $3.74 per poster
SHIRTSUnderground printing gave us a quote of $5.24 per T-sirt for 100 shirts
ARCADEBetween $2,000 and $5,000 per product. Leasing plan availbale through BMIgaming.com
IMPLEMENTATIONSTEP ONEFigure out printing of billboards, posters, shirts, stickers and press releases. Get all materials printed.
STEP TWOMeet with Sparty’s and Michigan State University to discuss Sparty’s proccess and new signage.
STEP THREEPut up new website and new social media sites. Populate them with news from the center and videos
STEP FOURMeet with Noodles & Co, Breslin Center, and the University to discuss implementing the events and guerilla tactics.