A mock-up of our brand’s personal ad
For our final Quickfire Challenge, our team was tasked with the challenge of creating a personal ad as if the brand were looking for meetup with its ideal target consumer. When attacking this challenge we sat down and analyzed who we thought our brand was. We know The Boutique Truck to be friendly and very personable to its already existing fanbase. With that in mind we decided our brand would most likely be looking for a friend, especially since the truck is new to the Columbus area. Ultimately, The Boutique Truck prides itself on being unique and trendy, so what better way to gain a new fashion-forward friend than to go on shopping trip around the city? We decided this would showcase the friendly and outgoing personality of the brand, and foster the ideology to always be seeking new trends and new places to shop, which fits both the brand’s and consumer’s values.
There weren’t many challenges our team faced during this challenge in terms of coming up with the idea; however, we had to have a long discussion on where we were going to place the personal ad. We ultimately decided that a general post on Facebook in a Columbus-based fashion page would fit this demographic the best, as well as, seemed the most appropriate given the desired meetup. In addition, we discussed how this location (on a Facebook page) would be the route we would take if we were trying to find a gal pal in the area.
This Quickfire Challenge will improve our team’s campaign planning because it allowed us to dig deeper into understanding the brand, as well as the consumer. By personifying our brand and consumer we had to really look into the personality and behavior, which will in turn help us when developing future campaigns.
Our client, Glenn Avenue Soap Company, values natural and safe ingredients in their products as well as the aspect of supporting local businesses. Because of this, we wanted to create a person who shared those same values.
When deciding what Vanessa Springfield, our brand persona, would be like, we looked to the ideas behind the brand we are supporting. We chose the 32-year old mom because we felt that it was an age that was young enough to try something new, but old enough to consider higher quality products than what you might casually pick up at the convenience store. We wanted it to be a mom because that is generally the type of people our company attracts, since Glenn Avenue offers safe and natural products to use in one’s home. The company was also started by a family, so the value of family is strong. We made her into someone who cares about the environment and wants to help promote a sustainable environment while living a natural life, just like Glenn Avenue shares in their brand story.
Our challenge when creating our brand personal ad was what exactly our brand persona was going to be looking for. Finding a way to incorporate the actual soaps was difficult, so instead we put a twist on it and went for something that was outside the box but still fell in line with the same concept our client’s products represent. We went for the idea of looking for an organic cooking class partner, because the idea behind organic cooking is using simple, safe, and natural ingredients in the process just like the process of creating Glenn Avenue soaps. We chose to look for someone who was in the Grandview Area, the same area the company shop is located in, who wanted to partake in the local community because one of Glenn Avenue’s main goals is to become more incorporated and relevant in the local community.
By turning our brand into an actual person, this Quickfire will help us in our campaign planning because it gives us a personal perspective into our client. We can see the values of our brand and it helps with the primary consumer targeting. It helps us see into the eyes of the consumer as well as realizing some goals for ourselves. Reaching out to the local community will be very important in our campaign because that will be a key part in becoming a locally supported business. It also helps give our brand a more clear voice, which is important when communicating and posting on social media. Having a clear idea will help with consistency, which is key.
Photo borrowed from: https://www.instagram.com/experiencecolumbus/
I am a female entrepreneur living in German Village in Columbus, Ohio. I love having dinner in the city and exploring everything downtown has to offer. I am very outgoing and easy to get along with, and I tend to make new friends wherever I go. I have lived in Ohio practically my whole life, but Columbus stole my heart. I am seeking someone to explore the city with in my free time!
My ideal partner in crime would probably be in their late 20’s or early 30’s who definitely loves adventure! If you’re new to Columbus I would love to show you around the city, or if you’re a seasoned cbus veteran we could get together and check out all the key spots.
My ideal meetup would be catching a baseball game at Huntington Park and lunch somewhere in the Arena District. After that we could check out all the new pubs on high street and wander around downtown. Who’s up for a night on the town?
Our process in designing our personal advertisement
Experience Columbus is our client, however, we are promoting the Certified Tourism Ambassador program it offers. Our team used a lot of information from our Social Media Listening Study assignment to get a feel for, not only what type of person our brand is, but who our best companion looks like. From this study, our team quickly learned that our our brand is a young entrepreneurial professional who holds a strong passion for everything Columbus-related and enjoys making friends easily. We discovered that our companion could be one of two things: a person similar to our brand or an adventurous person who is new to Columbus, but excited to experience new things with someone. The listening study played a huge hand in discovering this information.
The headline was a major challenge our team faced, as we came up with our current headline first, but then spent an hour trying to be more creative. We attempted to reference and spin off of Christopher Columbus, nautical things (Columbus is home to the only replica of the Santa Maria), Columbus sports teams, alliterations, and cheesy pick-up lines. None of these ideas seemed appropriate or clear to a first-time reader as to what the goal of the advertisement is. Finalizing a meet-up location was by-far the easiest part of the assignment, as Columbus has a variety of activities for a companion to want to participate in.
After completing this challenge, our team can now visualize who our brand is and who we are targeting in our campaign. This will allow us to make decisions in our campaign that best attract our target audience and give them an authentic and transparent feel for who Experience Columbus is.
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!
The Glenn Avenue Soap Company group came up with a fun and easy Instagram promotion to insert our brand into a trending topic. Our hope through this campaign is to begin to grow our Instagram following. We believe that we can use this platform to do some fun promotions, contests and customer interactions in the future, but before this can happen, we understand that our following must be bulked up a little first.
Our idea for this campaign is revolved around the simple idea of tagging a friend in an Instagram post. We made a cute graphic that combined the fun feel of basketball/March Madness with pictures of our soaps. Then, in the caption, we instructed our followers to tag a friend they’re watching March Madness with for a chance to win a private soap making session at our store.
We will track engagement in the simplest way: view following and performance before and after. We will track our followers at the beginning and the end, to see if we brought in any new people through this contest. Tracking engagement with the post can be done specifically through looking at the comments and likes that we garnered throughout the contest.
In our opinion, this will be successful because it’s simple. We’re not bombarding people with information, we’re asking our followers to tag their friends, which is a great organic way to bring in followers. Also, it’s so easy to enter this contest that has a great incentive. When things are easy people are more likely to engage, and we think that we are tapping in to this idea perfectly with our campaign.
In conclusion, we truly believe this is an easy, fun way for us to bring in some new followers on Instagram. The ease of this promotion for both us and our followers makes for a positive impact over all, and it is our hope that through all of this we will get some new customers into our store that may not have heard of us before this campaign.
By: Alyssa Das, Emily Peterson, Tyler Prich and Chelsea Williams
Our client is The Scioto Mile and for this March Madness quickfire challenge we have created Madness on the Mile. To go along with and promote The Scioto Mile’s Movies on The Mile we decided to stream the Final Four games of the NCAA basketball tournament on Saturday, April 2nd at our outdoor cinema venue. This venue is perfect for friends and families to come to watch the game, its atmosphere is great for people of all ages, and who doesn’t love to be outside on beautiful spring days?
We will post promotion for the event on all of our social media platforms to get the word out about the event leading up to it. A promotion post can be seen below.
promotion post for #MadnessOTM
For the social media aspect of this campaign we are encouraging followers to post photos of themselves in their March Madness gear with the hashtag #MadnessOTM and tag The Scioto Mile on Facebook, and the posts that show the most spirit will be shared on The Scioto Mile’s Facebook for their 11,000+ fans to see.
a #MadnessOTM post
#MadnessOTM is a good way to get people talking about the event and for fans to engage with us and each other on Facebook. It is an easy way to get user generated content from our fans, which we can share across all of our social media platforms. It is also a great way to get the word out and people talking about our summer Movies on the Mile series.
By Jasmine Grillmeier, Liz Sanz, Shyann Williams
The Boutique Truck is a mobile fashion truck based in Columbus.To promote their party service we propose jumping into the March Madness conversation with a campaign surrounding the idea of being part of a team. You don’t have to play basketball to be part of a team – your team can simply be those who surround and support you. Our campaign will encourage participants to share photos of their “team” using the hashtag #MyTeamIs and state what makes their “team” special. During the campaign we will remind participants that they can get their team together by requesting a party with The Boutique Truck. This campaign will be Instagram specific, as this platform has the biggest following. Engagement will be measured by monitoring the hashtag and asking “How did you hear about this?” as new party requests come in
Why we chose the campaign
Our brand is big on bringing together groups of people to have a good time. To foster this brand value we chose to connect The Boutique Truck to March Madness through the idea of showing love for your personal “team”.
Why it will be successful
This campaign will give friends a chance to bond over our hashtag and show appreciation, which may bring our company to mind for the next time they want to get their “team” together.
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?