Our ultimate goal for Glenn Avenue Soap Company is to increase social media following by incorporating our client more into the local community of Columbus and increasing brand loyalty and recognition. We developed three different tactics that incorporate this goal and help accomplish it. Each tactic brings our brand into the community, encourages following, and increases our brand recognition among the audience.
Team Glenn Avenue Soap Company from left — Erin Pogue, Kelsey Miller, Mira Kuhar
One tactic is to create an event out of a partnership with other local businesses. We chose local breweries because we can make the connection between them and the beer soaps we make using their beers. The idea here is to bring our name into other audiences and continue to idea to support local businesses. There is a “sharing” contest on Facebook of the event page that the breweries and us will be posting about. It encourages people to follow us and share the event page as well as including their own part of the post saying why they are excited (modified UGC) and using #SudsForSuds for a chance to win some free drinks at the event. There is also a raffle contest during the event that forces people to visit all the breweries on the crawl to get their tickets fully punched to enter, as well as encourages them to follow us on Facebook because we will be revealing the winners the next day on our account. This furthers our goal to increase social media following.
Another Tactic is an Instagram photo contest that encourages followers to share soap carving photos of summer images. This builds a brand community and encourages interaction with our account. It also encourages the purchase of our own soaps through promotional content with the contest. They must tag our account in the photo as well as using the hashtag #SudsySummer. This helps continue to put our name out to more followers and gets them interested in checking out what we are doing and possibly joining in on the fun.
Our third tactic is on Twitter, which incorporates the Clippers baseball team. Once again, we strive to get our name out there with other local brands, especially names that are bigger than Glenn Avenue’s, which can help bring us up in the community as well. This Twitter campaign is also revolved around followers engaging with our posts to help us reach a greater audience through retweets of our content. This is a tactic targeted at the families of our target consumers because we are revolving the contest around a giveaway of family-pack tickets to a Clippers game. This tactic will increase engagement and further our name within the local Columbus community.
Our campaign time period takes place from April-June because of the idea of warmer weather activities and mindsets that our tactics promote. It is the time that people will be most active and willing to participate in events and can relate to our contests. Through our tactics, we will create a stronger sense of brand loyalty and recognition within the Columbus community and build a long-term relationship with our audience.
By Morgan Lundquist, Nick Stirsman and Cody Ferguson
The Cincinnati Beer Run is a 2.5-mile long event that is not your traditional 5K. This event incorporates fitness, beer and most importantly fun. With it being such a unique event, this is what appeals to so many people when incorporating the words “fitness” and “beer” in the same sentence together. The CBR has been quickly growing each year the event is put on and with help from our user generated content campaign and by utilizing all of their social media platforms, we believe this year the event will be bigger then ever. With two events, one quickly approaching on May 7 and one scheduled to be in the Fall, we wanted to focus more on the second event of the year to allow time for us to maximize ticket sales and engagement as much as we could.
Team CBR from left — Cody Ferguson, Morgan Lundquist, Nick Stirsman
By establishing our client’s goals and objectives, we decided we wanted to particularly focus on increasing the number of registrants for their Fall 2016 event by 20 percent when compared to their Spring 2016 event. Our way that we will be doing this is by offering group rates on ticket pricing. This creates an incentive for potential registrants to bring more of their friends thus, increasing the total amount of registrants. This entire event is about bringing people together and representing and embracing everything about Cincinnati. Targeting the right consumer is something that will help us reach our goal to its maximum potential and will additionally allow for more engagement on Twitter, Facebook, Snapchat and Instagram because of the age group, 22-28 years old, we are targeting. This new engagement we are expecting on social media will bring new participants to the run and if they continue following the accounts, they will continuously remind them how much fun they had and to register for events to come. All in all, this event is something so different and unique, it brings everyone together while still appealing to many different types of people.
Team Level One from left — Kelsey Crowley, Jacob Paul, Anna Rudin, Jonathan Mackall
In order to celebrate Level One Bar & Arcade’s one year anniversary, we plan on executing a multi-step social media marketing campaign throughout the three months leading up to the celebration (mid September 2016). Starting in June, we intend to slowly roll out announcements for the weekend-long celebration across existing Level One social media accounts. We intend to stagger the announcement of each day of the weekend’s theme in order to keep people checking the social media accounts in the months and weeks leading up to the celebration. Furthermore, we believe that it would be best to not overload people with too much information in one post/one set of posts. Alongside this, we intend to roll out a promotional Snapchat account for Level One, not only to help promote the upcoming anniversary, but also for day-to-day promotional marketing. With the Snapchat account, we hope to have certain employees use the account to show off the fun people are having at the bar in real time, thus encouraging those who see Level One’s Snapchat story to consider heading to the bar, as they see these snaps. We also hope to increase Level One’s social media presence on its existing platforms with continued use of media in posts, an increased awareness of what types of posts perform best, and a strategic use of analytics to understand what days and times could give our posts the most engagement and reach.
Given the assignment of designing a “Brand Personal Ad,” our group was challenged to think critically in personifying the Brother’s Drake Meadery. Therefore, we approached this assignment by creating a dating advertisement. While creating this ad, we considered our brand’s consumer demographics and psychographics that we gathered from prior research. It was also to important to discuss how our group imagined the appearance of Brother’s Drake Meadery.
Pictured on the right is Kyle, the 27-year-old Graphic Designer
We envisioned Brother’s Drake Meadery as a 27-year-old college graduate named Kyle. Kyle is currently establishing himself in his career as a graphic designer for a major advertising agency. Kyle embraces his creativity through art, reading non fiction, and listening to jazz music. Kyle also has a deep passion for his Columbus community and supporting local businesses whenever possible.
Our target consumer group for this ad specifically was a young classy woman between the ages 25 and 30 years old. This young would currently be working to establish herself as a successfully driven business woman. It is important to our brand that this consumer is mature and driven, while also having a passion for supporting local businesses. This consumer would share similar interests to our brand, such as unique art, jazz music, and reading good books.
Creating the brand personal ad of Brother’s Drake Meadery enlightened our group with further exploring the specific consumer group we feel is attracted to our brand. We chose the route of a dating ad because we felt this was the best way to create an emotional relationship between the consumer and brand. This quickfire challenge helped our group understand the importance of incorporating promotional opportunities with local businesses in order to satisfy the appreciation of the Columbus community. It also helped our group by reminding ourselves it is essential to be interactive with our consumer through social media and listening to what they want rather than what we think they need.
Our team had a pretty easy process in discovering a persona for our brand, COSi. A theme we have used in the past was recurrent in this sense, and that’s embracing the nerd in you. We figured we’d keep this personality in our persona as well as our persona’s perfect match,
The struggles we came across in making our personal ad was establishing the best possible partner for our persona. This was because we were looking as our brand’s perfect match is their also perfect consumer as well as tie that around a couple who would enjoy their time at COSi. Getting to work we found ourselves short of inspiration until we finally started looking at it as we have throughout our other quickfire challenges; by embracing the nerd in ourselves!
As COSi is a science museum with so much to discover we established our brand’s persona interests towards that. As for its soul mate, well same thing! Must be willing to learn, driving distance (to COSi) and a desire to learn new things!
We feel this will help improve our campaigns campaign planning as it’s getting us acclimated to our Brand’s digital presence. This will help us prepare and come up with various accolades, prizes and more. We as a team feel like we are getting closer and closer to knowing exactly how to market our brand’s presence and what exactly it has to offer.
For our brand personal add quickfire challenge, we have incorporated the aspect of Rag-O-Rama being a clothing store and wanting to expand our stylist that we have. We are going to have Sage, a recent Ohio State fashion graduate be a stylist to someone who needs some fashion help because she wants to expand her styling portfolio. We are going to advertise that anyone can nominate their friend that they feel could use an update in their wardrobe with help from Sage. The idea is that someone would get nominated and the Rag-O-Rama stylist would pick out who they feel needs the most help. After they get picked, the winner would come into the store and spend the day getting to know Sage so that she can feel out what style would best fit their personality.
Retrieved from Girl of Style
They would spend the day picking out outfits for the big reveal party. Rag-O-Rama would throw a reveal party with a makeup artist, catered food, and fun music. This is a great way for someone to be able to get experience with fashion with the Rag-O-Rama store and when they invite their friends, they will get familiar with the store as well. For this idea, it was very challenging because we were unsure of how to incorporate the store and a meeting up setting. We decided this is a fun way to get lots of people involved but also still have the experience of one on one. This is going to help us improve our team campaign planning because it will bring yet another idea to the table for some social media action. Being able to get some retweets, likes, and comments is going to help further the Rag-O-Rama brand.
Our client is The Scioto Mile, specifically a series of monthly events held over the summer called Movies on the Mile. For this quickfire challenge we were tasked with personification our brand, our consumer, a meetup for our brand and consumer and a personal ad for our client.
We personified our client as a young family returning to Columbus after moving away for a few years, the parents in their late 20s with young children. Our ideal consumer is also a young, local family. We decided on young families because The Scioto Mile and Movies on the Mile are both very family-friendly. The Scioto Mile is only 5 years old, but they took a break for a while and are coming back this summer, so we played on the age of the park when determining the age of the family and the children. We believe a young family would love to meet other young families so the parents can be friends and so their children will be able to make new friends.
For the meet up, we decided to have the families meet on the Scioto Mile for a Movies on the Mile for opening night. The challenge we had for creating the ad was we didn’t want to be too cliche, and we didn’t want to sound too creepy because we wanted to include children. This quickfire challenge will help in campaign planning because we will now be able to keep in mind that our target consumer is the family we will meet up with. See our personal ad below!
Personifying the Great Westerville Food Truck Festival is a task that comes fairly easy. With core elements such as charity and a passion for food, the festival itself embodies those principles associated with someone who is more than willing to give back to a community in which they call home. Transitioning these elements into a person was easy, and, thus, Wes was born.
Our team envisioned Wes to be about 25 years old, and new to the Athens area, although he is originally from the suburbs of Columbus. By “new to the Athens area”, our team meant that Wes, much like the food truck festival itself, hasn’t been around the area for long, but is wanting to make some connections and cement his place his place in the community. Wes, much like the social presence of the Great Westerville Food Truck Festival, took to his only means of social network communications- Facebook- and posted a call-to-action issuing an invitation to members of the Athens community to join him on his volunteering venture to the local food bank, which is akin to the Great Westerville Food Truck Festival in terms of its giving nature, as well its relations to food. Our team decided that Wes would be the type of person who would enjoy giving back, but also enjoyed the pleasures of local food, and would thusly invite his newfound volunteering group of friends out to one of his favorite food trucks of the area after their volunteering stint.
Some challenges our team faced with this quickfire were the characteristics of those consumers in which Wes was looking for. Because the Great Westerville Food Truck Festivals caters to all, there was not a great distinction to be found among the consumers, spare their passion for good food. Since the food truck festival, however, is a philanthropic event at its core, we chose to have that same principle embodied by Wes, who also sought out that same ideal from within his Facebook post.
Our team felt that this quickfire would aid in our campaign planning by identifying those who we should target over the social media channels in which we plan to use. Since we identified that attendees of the Great Westerville Food Truck Festival were fans of food and of the giving nature of the event, we can use those same topics within social media posts to incur greater engagement with those posts thereof.
The Donate Life Team chose to design a personal ad for a compassionate volunteer and healthcare advocate that seeks a friend to volunteer alongside her. We developed Donate Life into a young, hardworking and friendly female that makes the brand personal to our audience.
“Donna Lyfe” is from Richmond, Virginia because it is the location of Donate Life’s headquarters. Her humanitarian nature shows through the description of herself, as she has two rescue dogs. Her personal qualities echo those of Donate Life’s because she’s passionate about helping others and loves her work. We played on the medical aspect of Donate Life by making her volunteer location a hospital. To mimic the 18 and up requirement for organ donor registration, we made it so that the hospital also required volunteers to be 18 and up.
It was difficult to make Donate Life into a character because of the sensitive nature of its mission. It was also difficult to identify how to casually call out for a friend to contribute to its cause and really form a two-way relationship. These are also reasons why Donate Life may struggle getting its message out in a carefree, friendly way on social media. We found that expressing the pride in volunteer work and helping others while also sharing small, unrelated details about a person or a brand may make the brand more personable and entice a social media user to get involved.
The insights gained from the Quickfire Challenge will help the Donate Life team during our campaign planning because we now know how to step into the shoes of our brand and utilize its defining qualities in ways that attract the consumer.
Our client, Level One Bar + Arcade, opened in 2015 and is the newest barcade to hit the Columbus area. As a brand, Level One, represents itself with a laid-back, but playful personality and loves to encourage friendly competition in it’s audience. It promotes itself as a fun, laid-back place to grab drinks and play retro arcade games.
A personal ad we for Level One
When developing our personal ad, our group wanted it to speak in a voice that really exemplified the personality of our client, so our first step in the process was to envision our brand as an individual person. To get a good feel for our client’s audience and personality, we used information from our social media listening study as well as Level One’s website. Based on the demographics of their audience and the tone their posts on SM, we pictured Level One as 28-year-old Columbus native named Nick. Due to the techy and often geeky nature of gaming culture, we pictured Nick as an IT worker with a quirky personality and a dry sense of humor. Someone laid-back, who loves technology and computers as well as gaming and some friendly competition.
Our next step in the process was to come up to come with the ideal partner for the personification of our client’s brand. Based on the demographics we observed on social media, we pictured Nick’s ideal partner as a “kind lady” from the Columbus area in her 20s and 30s. As a gamer and a bar-goer, we pictured her as having an active social life and quirky interests involving old video games, pinball, movies, and technology. While coming up with our brand’s ideal partner, we were strongly reminded of the character Bernadette from Big Bang Theory.
Our last step was to come up with an ideal location to meet-up for a first date. We felt it was important to choose a place that really fit the laid-back, competitive nature of our brand’s persona, and thought the idea of going on a date to play laser tag would make a really good fit. We felt laser tag was a great example of a form of active entertainment that fosters a competitive spirit in the players, much like that of a barcade.