Memorial Union Creative Plan

The Memorial Union Experience

Madison Community. Badger Family. Wisconsin Tradition.

Penetrate the cluttered media environment Illuminate the consumer

We are Invisible. Our effects are Ubiquitous.

All encompassing - full-service consortium

Mike Denruiter

Jennifer Dineen

Taylor Harvey

Molly Reich

Maggie Sams

Gemma Wilson

Strategic Foundations

What We Know

• The Union is a self-supporting, non-profit organization

o No tax dollars

• Mini Courses (short, informal, non-credit classes)

• Brat Stand and food truck

o Slow-roasted pork and fire-seared chicken

• Free music and film events

• A new outdoor recreation space: Alumni Park

MEMBERSHIP =

$$$$

SWOT Analysis

Opportunities

Threats

WeaknessesStrengths

• Nearby restaurants/bars with patios

(i.e. State Street Brats, Vintage,

Johnny O's)

• Reinvestment Project construction

• Terrace inaccessibility during winter

• Terrace

• Outdoor recreation (sailing, kayaking,

canoeing) and outdoor rentals

• Hoofers

• Terrace After Dark (free music & film

events)

• Mini Courses

• UW student/member-only benefits

• Increased social media = more

community engagement

Key Strategic Principles

• Maintain existing membership and target potential new members

• A strategic campaign emphasizing member benefits would be beneficial

• Union South services are also accessible with a Wisconsin Union membershipo Does not benefit Memorial Union to treat

Union South as a competitor

Creative Plan

Target Audience

• Active Community Members

o Young families

o Empty-nesters

• University Visitors o Conferences

o Performances

o Academics

• Recent Graduates o Lifetime membership

**Current UW students will benefit from these messages, but they will not be the target audience.**

Key Product Attributes

• Gorgeous location

• Waterfront access

• Great beer selection

• Watercraft parking

• Fabulous food and beverage selection

• Babcock Daily Scoop

• Free entertainment (movies, shows)

• *Always family friendly

There's only one Wisconsin Memorial Union.

Key Benefits of MembershipMembership benefits:

• Ability to purchase beer

• Outdoor sports

• Discounted activities/courses

• 10% discount in Union store

• Discount hotel rooms

Campaign Strategy & Positioning• There is another Union, but members gain access

to benefits at both facilities

• You don't have to be alumni to join!

• The Wisconsin Union is a place for the community to gather

• It is a place of tradition and nostalgia for alumni who went here years ago

• Proud alumni have the opportunity to give back to the community

• We will position this as the Union of Madison Community, the Badger Family and the Wisconsin Tradition

Creative Directives

• Advertise the benefits of Wisconsin Union membership

• Highlight the Reinvestment Project including the new and renovated facilities at Memorial Union

• Promote family-friendly events and activities

Campaign Messages

Campaign Media

• Newspaper advertisements o Highlight free events

o Weekly calendar

• Magazine ads o Local magazines

o Alumni publications

• Radioo Local stations

o Campus Radio

• Onlineo Banner ads

o E-newsletter

• Social mediao Facebook

o Instagram

o Twitter

o Pinterest

• Othero B-Cycle

Message Tone and Appeal• Emotional appeal

o The one-of-a-kind experience of Memorial Union

• Informational appeal o New features o New facilities

Tone:

• Friendly

• Informal

• Fun

The Union Experience Madison Community.Badger Family. Wisconsin Tradition.

It is one of a kind. Membership makes it.

Unifying Elements

Theme: "Community. Family. Tradition."

Memorial Union logo and slogan

Color palette

Creative Messaging Examples

Print

- Focuses on Madison Community & Union Reinvestment Project

- See that classic Lake Mendota sunset somewhere new -- brought to you only by the Memorial Union!

Radio

Event publicityRhythm and Booms:

CLICK HERE

http://onwisconsin.uwalumni.com/departments/scene/night-lights/

RadioMovie Night:

CLICK HERE

Outdoor

B-Cycle of Madison

• Advertising space on the body, wheels of bikes

• Targeting active community members

• Docking stations near Memorial Union

Internet

Banner Ads:

• Narrow focus

• Individual benefits/services

Internet

Social Media Facebook Events #terrace

http://www.youtube.com/watch?v=xov5_9177GI

Summary Pitch for the Client