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.
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.
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.
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.
By Morgan Lundquist, Cody Ferguson and Nick Stirsman
When personalizing the Cincinnati Beer Run, we pictured a very laid back, mid 20’s, male, who liked craft beer, social gatherings and is somewhat into fitness. When looking into what our personal ad was going to look like, we wanted it to look as if he was trying and looking for a good time for a nice friendly relationship. Our team came up with the idea for the personal ad when we started thinking about what we think the Cincinnati Beer Run may do as a human. It looks like he is trying and putting in a lot of effort (the running aspect of the race), however he is just doing the littlest he can and a lot of sarcasm to get as much attention as he can.
The challenges we faced when designing the personal ad was deciding whether or not we wanted to make this more of a friendly ad or a romance type of ad. Our brand is somewhat new to the area so we didn’t want him to look like the “meet up” with the consumer was to forced, rather people wanting to come to them. This quickfire challenge will improve our teams campaign planning because it humanized our brand to the point where we want to sign up for the race now and participate. It’s a fun and exciting time to be able to socialize with your friends while still feeling good about yourself while you exercise.
It is that time of year again where March Madness is in full effect. What better way to celebrate March Madness than by getting COSI involved? Previously, COSI’s Up All Night, #CocktailsAtCOSI, was all about adult fun, science activities, and of course some alcohol. This time around, COSI is putting a twist on their Up All Night event with the help of March Madness.
#MakeBasketballNerdy is a campaign that will take place on Twitter and Pinterest. The “madness” behind it all is sharing science related basketball memes, pictures, and videos, like the example on the left. Audience members can create and share these images through Twitter that use #MakeBasketballNerdy. COSI will retweet the best submissions and feature them at their March Madness Up All Night event. These submissions will also be on a Pinterest board so they can be referred back to for years to come.
We think this will be successful because it encourages conversation on Twitter. Twitter is also very easy to share posts with others. The campaign encourages the tweeting of user-generated content with a scientific twist and it connects scientific basketball fans who may enjoy the metrics of the game. This ties into COSI’s after dark because the campaign will run leading up to the National Championship on April 4th. COSI will do a showing of the National Championship and have a live feed of the top user-generated content. What better way to get your nerd on than in basketball? If Doc Brown can go for 3, so can you!
By: Jonathan Mackall, Anna Rudin, Kelsey Crowley, and Jacob Paul
March Madness for the NCAA is upon us! However, we have a different take on March Madness at Level One. As a team, we decided that we wanted to involve the gaming community by hosting weekly game tournaments at the bar that are set up bracket style. We felt this was a great idea because it’s fun for all ages, while still having a take on March Madness.
Mock post on Facebook
We would promote this campaign primarily on Facebook. To begin, Level One would promote the first Saturday and gain opinions on what game should be played first so there is consumer engagement. After the first Saturday is complete, we would take a picture of the winner and post it on our Facebook to promote the next week’s competition and so they have bragging rights. We can also then share the picture on twitter and tag their twitter handle in it.
This has the potential to be really successful because, typically, the gaming community is very competitive in nature, so why not have the incentive for bragging rights on all social media? They would play all the classics against each other like Mortal Kombat or Mario Kart projected on a large screen, but just one game per Saturday. It also encourages those who don’t want to play to just watch and cheer people on!
This kind of March Madness gets the community involved online and in person, can you ask for more?