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Be In, will be the driving voice and the backbone of my integrated marketing campaign. It will spread across all media platforms and will be the heart and soul of this elite sports facility.
The story behind this campaign is simple, J2E creates hockey professionals, through their strength and conditioning program it focuses on elite hockey training in a state of the art facility. The fact is that most young boys and girls train at J2E to become the best and to one day become professional hockey players we know and love. We support these players and we cheer for them. Therefore I wanted to integrate that concept into my campaign.
Be In plays around with the idea that J2E can give you the opportunity to be in the television screen, not outside of it, to become a professional hockey player not just idolize them, as most of us do.
ABOUT Be In.My J2E campaign is modern, straight-forward, fresh and extends seamlessly to the current existing brand that is Journey to Excel. The message is simple Be In the game. I created this campaign by thinking about the difference between a regular training facility and J2E. I noticed that the key difference was that J2E focuses on building hockey professionals, not just players. With this concept in mind I decided to portray that message in a very simple yet eye-catching way. All the colors that I used are straight from the website therefore it is very easy to integrate my campaign into the J2E brand. As you stream through my images you will see that there are icons attached to each ad. I created these icons to symbolize the sport of hockey as well as to symbolize adolescence, this is because although the training facility is very contemporary and intensive, the J2E program is designed for youth.
VIDEO CAMPAIGN. My mock-up ad is a visual representation of how I want everything to be filmed and executed. This video campaign is meant to target young boys and girls who want to become hockeys best. It is a stream of visuals built to deliver a simple yet strong message. Be In. The meaning behind this ad is to correlate the success of J2E with potential players success. With the Be In video campaign I wanted to showcase exactly what it is the company does, stands for and is. In an ideal setting, I believe this ad would best be suited for YouTube on recognized Hockey Channels as well as J2Es own channel, it would also be featured on local television (i.e. Rogers TV) and Taxi Cabs, as it is cheaper to advertise and can be very specific as to the region we would like to target.
PRESS PLAY.
OUT OF HOME CAMPAIGN.The out of home campaign is very straight forward, they will mostly consist of bus ads and billboards, you can also adapt each and every sign in anyway you want, meaning on a bus, terminal, subwayetc. Each and every sign fits together seamlessly to portray the Be In message in the most sophisticated yet tasteful way.
The ad will feature the Be In slogan and will feature different ads all pertaining to the same concept, such as in the Video Campaign.
Print Campaign.
PRINT CAMPAIGN.The print campaign will be featured in many sports magazines and local publications. The ad will be featured in The Hockey News, a local magazine that is specifically targeted to a hockey enthused demographic. The ad will also be featured in local newspapers such as metro, The Sun, The Toronto Star and the Etobicoke Guardian. The ad will feature the logo as well as minimalist images that I created myself that I believe really captures the essence of J2E. J2E is a state of the art facility, I decided to go the contemporary route based on the overall look of their website, as well as the technical facilities within the MasterCard Centre, they all give off a fitness of the modern man/woman appeal. Therefore I think my Print campaign will be very easy to integrate with their current online presence.
PR Campaign
Be In THE GAME.The plan is simple, J2E members will dress up in two different colored jerseys and in full hockey gear (one being blue, the other white) On the back of these jerseys it will read Be In my team then it will have a Blue Team or White Team twitter link. The Player will then ask different people to join his/her team and follow them on twitter to know the location and the time of the game. They will do this until they receive enough interest and then release the location of the game to the public. (Note: this will be held in the summer, as it is easier to find street hockey space, and street hockey is awesome).Once the Blue and White players have their teams they will then give them the Be In T-shirts, one T-shirt being blue, the other white (See next slide). Once the teams are all setup the players will have 15 minutes to practice, as they are practicing the helpful J2E coaches will tell the volunteers what they need to improve on (i.e. stick-handling, shootingetc.). The objective of this experience is to interact with (hopefully) parents of children who are currently in hockey, or young boys and girls (who are currently playing hockey), as well as engage enough people to watch the game, meaning this will have to be held in a busy but safe location. The twitter handles will also gain some more followers as well their FaceBook page. The game will be filmed and put on J2Es YouTube channel and will commit to the Be In campaign.
RADIO CAMPAIGN.SCRIPT:(Muffled sound, sounds like it is coming from the TV)- GOOOAAALLLLL!!!!! And the crowd goes wild!(Sound is crisp, sounds like you are there)- GOOOAAAALLLLL!!!!!!!! (Crowd starts to cheer very loudly) Teammate #1- Good Job ManTeammate #2- How are you celebrating?---- Fades Out(Voice Over) How will you see the game?(Voice Over Cont,d) Will you be watching the game or playing the game?
(Voice Over) With a state of the art hockey training facility located conveniently at the MasterCard Centre in Etobicoke, home of the Marlies and the Leafs , a team of professional coaches, and strong off-ice and on-ice development programs. Journey to excel can be the difference between your skates and the remote. Visit journeytoexcel.com for more information. Be In the game players!
Direct Marketing.
Digital Campaign.
Digital Campaign Cont.
Digital Campaign Cont.
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