YOUR TEAM
Lesly
Fabiola
Paige Nicole
Addison Kateria
n. /saj/1. Cleansing: from the curative
properties attributed to the plant.
2. From Latin sapere “have good taste, from root *sap- “to taste.”
3. “Man of profound wisdom,” from old French mid-14c..
NOW,LET’S GETSTARTED.
GETTING STARTED
From the outside looking in.IndustryCompanyHistoryPRCompetition
OUR VISIT
OUR VISIT
You vs. Them• UCO, welcoming people, warm
and homelike atmosphere• Citrus Club, Everyone is
interested in their own personal purpose for being their
What makes the UCO unique?• It’ s not about business here. It’s
more about building connections and bonds.
OUR VISIT
“I felt like I was pledging my sorority again. I liked that they were thorough
and checking for authenticity.”
“You don’t come to do business. You come to get
away.”
“Social capital is key.”
OUR INSIGHT
PEOPLE
ATMOSPHERE&
YOUR REBRAND
YOUR REBRAND
Amicable environment
Friendly people
Change in current logo
=+
YOUR REBRAND
Non-members: Do you know what the University Club of
Orlando is?
Yes (8%)
No (92%)
YOUR REBRAND
“PRESTIGE” “EXCLUSIVITY” “FRIENDLY”
“OLD” “POOR COMMUNICATION”
“BAD FOOD”
but also…
YOUR REBRAND
Membership numbers
Need to improve
Friendship and
exclusivity
Most valued benefits
CURRENT BRAND
CURRENT LOGO
YOUR REBRAND
YOUR REBRAND
YOUR REBRAND
Educational philanthropy
Long-lasting friendships
Powerful bonds
YOUR REBRAND
YOUR REBRAND
OTHER COLLATERAL
YOUR AUDIENCES
YOUR AUDIENCESPrimary Demographics
• Males and females• Age 55+• Income of $100,000+• Married/re-married• Most have young adult
children• Business/management/
financial occupations• College graduates• Have lived in the present
address 5+ years• Live/work near downtown • Orlando
YOUR AUDIENCESSecondary Demographics
• Males and females• Generally in their 30’s• Income of $100,000+• Single or recently married• No children• Business/professional
occupations• College graduates• Live/work near downtown
Orlando
YOUR AUDIENCES
MRISHOWS
THEYREAD
USATODAY
WALL STREETJOURNAL
AARP
CIGARAFICIONADO
PBS.ORG
WEBMD.COM
AMAZON.COM
THEYVISIT
THEYWATCH
BBC AMERICAGOLF CHANNEL
CBS SPORTSNETWORK
FOX BUSINESSNETWORK
YOUR AUDIENCES
Member All-StarsDavid Walker, 60• Wealth Advisor• Member of UCO,
25+ yearsWatches: Fox NewsReads: Architectural Digest, Golf Digest Drinks: Domestic Beer
YOUR AUDIENCES
Professional PrideElizabeth Goodman, 32• Family Lawyer• Community-orientedIncome: $75,000Watches: Fox News, BBCReads: NPR, CNNDrinks: White wine
YOUR AUDIENCES
Professional PrideMike Rothenberg, 53• Finance Director• Empty Nest
SyndromeIncome: $165,000Watches: 60 Minutes, CNNReads: Art Magazine, News Editorials, Business Weekly Drinks: Old-Fashioned
RETENTIONRECRUITMENT
THANK YOU PACKAGE
THANK YOU PACKAGE
Thank You Package• Crest Pin• Event Calendar• Pen• Decal• Polo• Mini Liquor
Bottles• Pamphlet
Welcome Package• Crest Pin• Pen• Decal• Polo• Mini Liquor
Bottles• Pamphlet
RETENTION/RECRUITMENT
YOUR REBRAND
OTHER COLLATERAL
YOUR REBRAND
OTHER COLLATERAL
YOUR RETENTION
Thank You Package
Perks Program
Bundle Pricing
YOUR RECRUITMENT
Welcome Package Grand Opening Image Building
YOUR RECRUITMENT
Welcome Package
YOUR RECRUITMENT
Grand Opening
YOUR RECRUITMENT
Image Building
“LEAVE IT” CAMPAIGN
CAMPAIGN RATIONALE
PERSONIFICATION
UCO POSITIONING
&
&NO CALL TO ACTION
YOUR CAMPAIGN
YOUR CAMPAIGN
YOUR CAMPAIGN
“Leave the menu, we know what you like.”
“Leave the office, we’ll take care of
business.”
MEDIA OUTLETS
MEDIA OUTLETS
PRINT• ORLANDO BUSINESS JOURNAL• ORLANDO SENTINEL• ORLANDO MAGAZINE• DIRECT MAIL
DIGITAL• FACEBOOK• TWITTER• LINKEDIN• GOOGLE ADWORDS
SOCIAL MEDIA
SOCIAL MEDIAFACEBOOK
SOCIAL MEDIAFACEBOOK
Types of Paid Advertisements
Suggested Page Sponsored Post Events
SOCIAL MEDIAFACEBOOK
SOCIAL MEDIAFACEBOOK
SOCIAL MEDIAFACEBOOK
SOCIAL MEDIAFACEBOOK
SOCIAL MEDIATWITTER
FIND TWITTER SCREENSHOT?
SOCIAL MEDIATWITTER
SOCIAL MEDIALINKEDIN
SOCIAL MEDIAGOOGLE ADWORDS
“ORLANDO NETWORKING” “ORLANDO BUSINESS” “UNIVERSITY OF ORLANDO”
“BUSINESS OPPORTUNITIESIN ORLANDO” “BUSINESS ORLANDO” “ORLANDO CITY CLUB”
“CITRUS CLUB ORLANDO” “ORLANDO COUNTRY CLUB” “NON-PROFIT ORGANIZATIONS”
MEDIA SCHEDULE
MEDIA SCHEDULEYEAR 1
MEDIA SCHEDULEYEAR 2
MEDIA SCHEDULEYEAR 3
DOWNTIME
DOWNTIME
ESTABLISHING A PRESENCE
EVENTSBUNDLED PRICING PERKS PROGRAM
DOWNTIMEPERKS PROGRAM
DOWNTIMEEVENTS
DOWNTIMEEVENTS
DOWNTIMEEVENTS
Why UCO
events?
Experience
Grow OldRelationships
Unifyattendance
Philanthropy
Excitement
Establish new relationships
IN SUMMARY