"Make this Better"

Advertising Campaign

Advertising - MARC 360-01 - Amelia Reigstad

Jennifer A. Deiss, Joy Ford, Ashley Marie, Tobi Onayiga, Briton Tomasko, Will Penton
May 14th, 2014

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able Of Contents
Executive Summary......p.1
Situation Analysis/Strategic Research.....p.2-5
The Organization...p.2
Market Research...p.2-4
Product Research...p.4
SWOT Analysis...p.5
Advertising Campaign Objectives.....p.6-7
Target Audience...p.6
Communication and Behavioral Response Goals...p.6
Measurement & Timeline...p.6-7
Creative Strategy.....p.7-8
Concept & Message Format...p.7-8
Motivational Appeals...p.8
Advertisements...appendix 2-1
Media Strategy.....p.8-9
Media Mix...p.8
Budget.....p.8 & appendix 1-1
Media Schedule.....p.9 & appendix 1-2
Supplemental Promotions.....p.9-10
Evaluation.....p.10
Pre-test...p.10
Post-test...p.10
Conclusion & Contact Information.....p.11
Resources.....p.12
Appendix.....p.13-22

Executive Summary
The enclosed proposal shows the world how to make things better with a degree in
Marketing Communications at the University of Wisconsin-River Falls. This straightforward
and creative campaign will place the Marketing Communications program at the
University of Wisconsin-River Falls in its rightful place as the forerunner in educational
programs for aspiring professionals in Marketing Communications related careers. The lack
of awareness about this program is a negative, but also provides the unique opportunity to
make an impressive introduction to untapped audiences by implementing the bold-inventive
advertising campaign proposed by Two Twelve Advertising. This campaign will reach both
primary and secondary target audiences and as a result, increase program enrollment. The
competition is strong and abundant, but this proposal provides a strategic and effective way to
break through the clutter and make the Marketing Communications program at theUniversity of
Wisconsin-River Falls noticed.

Situation
Analysis
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Strategic
Research
The Organization
Located in the center of River Falls, WI and founded in 1996, the Marketing Communications (Marcomm)
undergraduate program at the University of Wisconsin-River Falls (UWRF) prepares students for a variety
of professional career paths. Several professions graduates of the program often pursue include: advertising,
cyber marketing, direct marketing, personal selling, sales promotions, and public relations/publicity.
The Marcomm program does not currently hold a formal organizational mission, organizational objective,
marketing objective(s), or organizational structure for advertising.
University of Wisconsin-River Falls
Marketing Communications Department
310 North Hall
River Falls, WI, 54022
Market Research
UWRF and the Marcomm program exists within both the college and college enrollment industries. This
assessment focuses primarily on four-year undergraduate Universities at the state level, but includes national
statistics for better understanding and more accurate analysis of the client's standing in comparison to their
competition.
National Analysis
In 2011, enrollment was 7,819,806 students nationally. In 2012, there was a 0.6 percent decrease. In
2013 there was a 0.3 percent increase. National college enrollment dropped 0.8 percent from 2013 to
2014, and four-year public college enrollment declined 0.7 percent. That same year, eleven out of twelve
states in the Midwest saw a decrease in enrollment. While there are no signif_cant differences from year
to year, collective results indicate a trend of declining college enrollment. It is widely agreed that the
projected national college enrollment will continue to decline over the years. A rise is not predicted to
occur until several years from now.
State Analysis
Wisconsin has thirteen Universities: Eau Claire, Green Bay, Lacrosse, Madison, Milwaukee, Oshkosh,
Parkside, Platteville, River Falls, Stevens Point, Stout, Superior, and Whitewater. The University of
Wisconsin system as a whole has a f_uctuating yearly enrollment count, but is slowly declining. In the 2010-

2011 school year, enrollment was 157,044 students. In the following year, enrollment was 156,602. In 2014
enrollment was increased to 157,097. It is projected that this trend is to continue in a staggering decline.
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The University of Wisconsin-River Falls

enrollment has slowly declined in recent years. In the 20102011 school year, there were 6,373 students enrolled. In the 2012-2013 school year, there were 6,046
enrolled. This current school year, 2014-2015, had only 5,721 students enrolled. It is projected for
this trend to continue at UWRF if efforts to increase enrollment are unsuccessful. Although UWRF is
experiencing a decline in enrollment, overall trends show an increase in Wisconsin applicants and a
decline in Minnesota applicants.
Collective Analysis
There are multiple theories as to why these trends are occurring. Some believe enrollment numbers
increase during times of economic hardship. Several sources suggested the wide availability of online
education has contributed to decreasing enrollment. Smaller high school graduating classes may also
have an inf_uence on these recent trends. Theories aside, there is no way to accurately conf_rm why the
decline in enrollment is occurring.
Competition
A primary objective of this campaign is to increase enrollment for the Marcomm program at UWRF
(see Advertising Campaign Objectives for more detail). Other Universities within the Wisconsin
and Minnesota systems have the same primary objective. As noted earlier, are thirteen four-year
Universities, including River Falls, in the Wisconsin system. None of which currently host a Marketing
Communications program. Universities in the Wisconsin system offer the following programs related to
Marcomm: Marketing, Marketing Analytics, Marketing and Business, or Mass Communications. The
University of Green Bay does not offer a Marketing program, and the University of Whitewater offers
an Integrated Marketing Communications minor. Though these programs do not mirror the Marcomm
program at UWRF, they do pose direct competition.
Another range of competition involves the Universities who participate in an organization known
as DECA. This organization's mission statement is as follows: "DECA prepares emerging leaders and
entrepreneurs for careers in marketing, f_nance, hospitality, and management in high schools and
colleges around the globe" (deca.org). DECA works with high schools and their students by
participating in events (nationally and internationally) that utilize skills that will make them successful
in both the marketing and business industries. DECA has approximately 215,000 members, 3,500 high
school chapters, 275 collegiate chapters, and 5,500 advisors. An event held by the Minnesota DECA
chapter last Fall (2014) drew in over 1,900 DECA as well as organization aff_liates and University
representatives. Minnesota currently has 4,000 student members and Wisconsin has 14,000 student
members. Over 250 Universities actively engage this organization that directly involves a large amount

of our target audience. Given the nature of DECA, all

Universities that participate with them pose as
additional competitors.
Lastly, the capital of Minnesota is just 30 miles away from the University of Wisconsin-River Falls.
The primary competing schools in Minnesota include: the University of Minnesota, Duluth, Moorhead,
and Winona. None of which offer a Marketing Communications program; just Marketing and Mass
Communications programs.
Product Research
This campaign is designed for the Marketing Communications program at the University of WisconsinRiver Falls. This program's main feature is its unique-interdisciplinary structure. Students pursuing a
Marketing Communications major through the University of Wisconsin-River Falls learn from instructors
with extensive experience in the f_elds related to Marketing Communications. Subjects Marcomm students
are trained in include, but are not limited to: advertising, art, design, graphic design, interpersonal skills,
promotion, psychology, sales, written and verbal communication.
Marcomm students at UWRF are not only trained in the classroom, they are provided with unique
opportunities to delve in and actually perform activities directly related to their f_eld of study, giving them
invaluable practical experience. Some of these activities include:

Attending agency tours

Attending networking events
Creating materials for professional portfolios
Designing, pitching, and executing full-scale marketing campaigns for clients
Fulf_lling major related internships
Listening to professional speakers
Team skill building projects

The skills learned in this program are highly demanded by potential employers, and also for success as
an entrepreneur. Not only is the Marketing Communications major relevant, it is affordable. Tuition at
UWRF is currently $8,182 per year for Wisconsin residents, and $8,552 for Minnesota residents. Tuition at
other state colleges such as the University of Minnesota is currently $13,626 per year; a substantially
larger amount than UWRF. There are a wide range of scholarships available to UWRF students, as well as
f_nancial aid options for those who qualify.

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Strengths
The Marketing Communications program at UWRF is one of only few such unique multidisciplinary
majors offered throughout the nation. The program is structured by weaving together many different
subjects, providing students a well-rounded and unique set of skills applicable in many different
industries and professions. The skill-set learned through the Marketing Communications program are a
balance of creativity, management, business development and marketing. This combination cannot
be found elsewhere in the competitive sphere and stands alone as one of the most specif_c, yet dynamic
major areas of study in the Midwestern United States. In addition to training students in a unique blend
of skills, the professors and staff in the department have a genuine care for the success of their students.
Programs directors and staff are in place to help students build professional relationships through
networking. Many graduates of the Marcomm program maintain lasting relationships with the professors
after graduation, providing evidence of a positive and productive educational environment for all
involved.
Weaknesses
The Marketing Communications program at UWRF, just shy of 200 students, is on the smaller side.
The small size, although benef_cial for classroom interaction and relationship building, can be seen as
detrimental as the program is susceptible to budget cuts and/or extinction through lack of enrollment.
The size makes the program a vulnerable one as it moves forward. The major is not always clear on what
exactly it offers. Most people can probably guess what skills we learn through the major, but may have a
hard time vocalizing or expanding upon the ideas. It is this lack of clarity that may deter individuals from
enrollment, or steer them toward a more well-def_ned major, such as business or marketing.
Opportunities
As the demand for this major increases, there are several opportunities that the Marcomm program can
take advantage of. First, they may expand on the internship programs that are being offered specif_cally
for the department (see Supplemental Promotions for more detail). They also have the opportunity

to further promote the availability of classes that offer hands-on, real-world experience that relate to
careers in Marketing Communications.
Threats
The UWRF Marcomm program has a large number of competitors. They are essentially competing
against all of the Universities in the United States offering the marketing communication program. The
primary competition of concern are the ones in the region of Western Wisconsin and the Twin Cities/
Metro area.
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dvertising Campaign Objectives
Target Audiences
Primary
The primary target audience consists of high school students, college students with undecided majors,
and college transfer students within a 200 mile radius of River Falls, WI. They are between the ages
of 16 and 25, of differing ethnicities (predominantly Caucasian), and come from a variety of cultural
backgrounds/social classes. This audience typically invests 41% of their free time on the internet. The
majority of their time is spent on social media platforms. Approximately 64% are considering or
pursuing a college degree, and 72% of high school students in this audience have an interest in
becoming entrepreneurs. These two pieces of information communicate that the primary target audience
is not only independent, but driven and focused on f_nancial and professional success in their future.
Collectively, they are highly concerned with their image in both their daily lives, as well as in their
online interactions. They also have close relationships with their families. This audience shows interest/
involvement in the topics of politics, their parents' job security, and above the aforementioned-the
economy.
Secondary:
This audience consists of parents and family members of students within the primary target audience.
They are between the ages of 38 and 60, and have an average household income of $54,000 or higher.
Their primary concerns in relation to the target audience and their educational pursuits are the quality,
cost, and location of the education their children/family members receive. Media typically consumed by
this audience includes news (online), television, and public/online radio stations.
Communication & Behavioral Response Goals
The primary communication goals of this campaign are: to increase awareness of the Marcomm
program at UWRF, increase awareness of UWRF, provide clarity about what the Marcomm program is
and the great deal of value that it has. The primary behavioral response goal is to increase enrollment.
Secondary behavioral response goals include: cultivate/maintain positive attitudes about the Marketing
Communications program at UWRF, generate inquiries about the program, increase awareness of the
Marcomm program at UWRF (specif_cally within the target audiences), and increase online engagement.
Measurement & Timeline
At the end of the Spring 2014-2015 semester the Marcomm program will have 180 students enrolled. Social
media channels for UWRF generate a reach of approximately 10,000 people per month. Social media
channels specif_cally created for the Marcomm program do not currently exist. This campaign is designed to

begin on June 1, 2015 and last until May 31, 2016.

During the 12-month duration of the campaign, efforts
will be measured primarily through program enrollment and online engagement. The goal will be to increase
enrollment by a minimum of 50 students within the 12-month time frame. Online engagement goals will be
to generate a collective click through rate of 25% to the Marcomm website (see Media Strategy for detail)
between each deliverable piece of content in the campaign. Because there are no existing online channels
specif_cally for the Marcomm program, a baseline will be collected upon creation of online channels during
the f_rst month of the campaign period. We will then aim to reach 10,000 people per month through those
channels during months 2-4 of the campaign period. The aforementioned measurements will be collected
on a monthly basis and communicated to the client in whatever form the client deems acceptable (in person,
fax, email, etc.). These specif_c forms of measurement are the most accurate way to measure how effective
this campaign is among the target audiences given the lifestyles and media consumption information
discussed in the Target Audience section.

Creative Strategy
Concept & Message Format
This campaign is based upon the idea that with the Marketing Communications program at the University
of Wisconsin River Falls, you can "make things better". All advertisements in this campaign will follow the
UWRF graphic standards and include the following elements:
Visual
Shockingly poor examples of things Marketing Communications professionals typically create in their
various job titles (advertisements, businesses, interviews, presentations, products, etc.).
Headline
Bold-multipurpose phrase saying "#MAKE THIS (advertisement, business, interview, presentation,
product, etc.) BETTER!" This headline is multipurpose because it communicates to the target audience
how to interact with our campaign online through use of the hash tag subject "#makethisbetter". It also
communicates what the Marcomm program does (provides the skills necessary to make things better).
Benef_ts
These are portrayed in the ads as sort of a recommendation/suggestion as to how to "make this (insert
subject) better". The specif_c verbiage is "Learn skills in (insert skill) and (insert skill) with a major in
Marketing Communications at the University of Wisconsin-River Falls." This provides clarity about
what the program is/offers.
Selling Message
The selling message is designed to be concise and direct. It is "Make (insert subject)s better. Make your
life better." It has a slightly sarcastic/humorous feel to it which our research shows would be received
well by the target audiences. It also translates well with the overall motivational appeals implicated (see
motivational appeals for detail).

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all to Action
This is located near the bottom of each ad and also near the logos (UWRF logo and Marcomm logo created by 212). It reads "To learn more about UWRF and your future in Marketing Communications visit
www.uwrf.edu/MARC". Note that the website information may be changed if needed.
Overall, the concept is informative as well as strong in its motivational appeals. It provides insight to what
the program is, what you can do with it, how it will be benef_cial to the lives of the target audiences, is
effective in gaining the target audience's attention, and translates well across the variety of media classes
described in the Media Mix section. This campaign also acts as an introduction to the Marcomm program's
brand personality. The brand personality traits of the Marcomm program conveyed by this campaign are:
clever, creative, down-to-earth, enthusiastic, funny, innovative, resourceful, streamlined, and wit. See
appendix 2-1 for mock-ups and examples.
Motivational Appeals
This campaign will utilize a mix of both rational and emotional appeals. We will appeal rationally by putting
emphasis on the primary benef_ts (skills learned, practical experience, high value/low cost) of the Marketing
Communications program at UWRF. The emotional appeals utilized in this campaign are (in order):
confusion, humor, curiosity, excitation, and inspiration. The advertisements are designed to grab the target
audience's attention through the unconventional message strategy, then call them to action by challenging
them to "MAKE THIS (insert subject) BETTER!". These appeals will not only attract the primary target
audience, but the secondary target audience as well. The basic idea behind the motivational appeals is to
start a dialogue between the client and the target audiences.

Media Strategy
Media Mix
Media Classes: billboard, radio, social media, newspaper
Media Vehicles: Pandora, Spotify, KDWB, Facebook, Twitter, You Tube, Star Tribune
Media Options: Thirty second radio spot; 14 X 48 billboard; 32X50 mobile banner in the newspaper's
website; sizing varies from thumbnail to banner on all digital platforms; all digital advertisements may
be located on a sidebar or top of the page.
Budget
See Appendix 1-1.

Media Schedule
The media schedule is designed to integrate with the lifestyles of the target audiences and the process(es)
they go through in researching, visiting, and enrolling in college. On average, high school students start
researching colleges their junior year. College visits typically occur in the spring and summer months.
Additionally, high school students typically apply to colleges in early Fall. There are exceptions, however,
where students apply in early summer or around January of their senior year. Student's college applications
submitted in the fall, are responded to around January.
The most eff_cient times of year to capture the attention of the target audiences occurs during the spring
and summer months. The summer months are crucial due to: travel/family vacations, high school students
having more free time, and the competition's avid recruiting efforts. The goal of targeting high school
students and their parents during this time on multiple advertising platforms is to the place UWRF at the
forefront of their college choices, as well as to increase their awareness of the Marcomm program.
Approximately 41 percent of the primary target audience spend over three hours online per day, and are
technologically inclined (Desjardins 2014). Social media, Pandora, and Spotify spots are strategically
placed/coordinated to reach the primary target audience during these times. Additionally, the public radio
station KDWB is widely listened to in the eastern Minnesota and western Wisconsin areas which will reach
the target audience primarily during their work hours or commuting time. To reach the secondary audience,
the Star Tribune was incorporated into the media plan. It is one of the more popular and widely known
newspapers in the Minnesota and Wisconsin. Due to the preference of the target audiences to collect news/
information via the internet advertisements will be displayed on the Star Tribune website only. Billboards
are included to catch the attention of both audiences during their commuting time and travel/vacation
activities.
See appendix 1-2.

Supplemental Promotions
Internship Program
Recruitment and enrollment efforts need to continue after the initial campaign period. The Marcomm
internship program is designed as an on-campus, paid internship that is to be overseen by the advisors/
professors of the Marcomm department, and to work in collaboration with the Marcomm Club. This
internship will consist of f_ve intern positions with skills varying from design to strategy (specif_c positions
are to be determined by the client). This internship is designed for a 12-month duration (September to
May). The goal of the internship is to increase enrollment through awareness, and allows the interns another
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unique opportunity to show potential

employers what they can do. This internship requires students to
develop and execute promotional campaigns for the Marcomm program at UWRF. Interns will also recruit
new Marcomm majors by speaking to high schools across Wisconsin and the Metro area in Minnesota about
their work, as well as attend DECA events for the same purpose of recruitment. To keep the budget to a
minimum, the campaign should limit high school visits to one per a month. The high schools chosen are up
to the interns developing the campaign.
Online Presence & Brand Identity
This campaign will additionally include creating and managing social media channels on behalf of the client
throughout the duration of the campaign as well as creation and management of a website. Content will
be distributed daily and will directly ref_ect the campaign concept "Make things Better". Social media and
online channels will include: Facebook, Tumblr, Twitter, website (weekly) and You Tube (weekly). Brand
identity will be further developed through online interactions with various audiences, website creation, new
logo design (see appendix 2-2 for more detail), and new mission statement (see below).
Proposed UWRF Marketing Communications program mision statement:
"Our mission is to prepare students to be knowledgeable, creative, and ethical leaders in the marketing
industry by providing unique multidisciplinary, hands-on learning."

Evaluation Strategy
Pre-Test
Campaign appeal will be measured using the aid of focus groups and advertisements designed specif_cally
for this campaign and the target market. Responses will be tested against objectives to ensure that the
desired response is achieved.
Post-Test
Figures generated by the different social media outlets chosen for the campaign will be utilized. Facebook,
Twitter, Pandora, Spotify, and You Tube contain built-in analytical traff_c measurement devices that can
be utilized to follow impressions and exposure of the campaign. Comparing the f_gures obtained from
the various measurement devices against the preset goal f_gures that are determined, will allow accurate
measurement of campaign success.

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In conclusion, this campaign will not only reach the objectives and goals of the client, but create long-lasting
relationships with the target audiences. Each element of the campaign is strategically designed to obtain allow
the Marketing Communications program at UWRF to stand out be be recognized as the unmatchable and
incomparable educational opportunity that it is. To arrange a meeting or for more information please contact our
main off_ce at off_ce@212.com or (123) 456-7890. We look forward to working with you!

Contact Information:

Two Twevle Advertising

1234 South 56th Avenue St.
Paul, MN, 55102
off_ce@212.com
(123) 456-7890

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Bidwell, Allie. 2013. US News. http://www.usnews.com/news/articles/2013/12/12/college-enrollment-falls-forsecond-year-in-a-row

Cook, Lindsey. 2014. US News. http://www.usnews.com/news/blogs/data-mine/2014/09/22/is-the-college-ad
missions-bubble-about-to-burst
Desjardins, Jeff. 2014. "Generation Z: Marketing's Next Big Artist." Visual Capitalist. http://www.visualcapita
list.com/generation-z-marketings-next-big-audience/
Fain, Paul. 2014. Inside Higher Ed. https://www.insidehighered.com/news/2014/05/15/new-data-show-slow
ing-national-enrollment-decline.
Forbes. 2013. http://www.forbes.com/sites/onmarketing/2013/05/28/generation-z-rebels-with-a-cause/
Fore, Rob. 2014. Rob Fore. http://blog.robfore.com/cost-to-advertise-on-youtube/. Harkness, Samantha.
2012. UWRF Voice. http://uwrfvoice.com/news/7168.
Herzog, Karen. 2012. University of Milwaukee - Journal Sentential. http://www.jsonline.com/news/education/
changing-demographics-lead-to-uwsystem-enrollment-drop-g072odg-172385431.html
Lamar. N.d. http://www.lamar.com/Milwaukee/Products/Bulletins.
Levit, Alexandria. 2015. "Make Way for Generation Z." NY Times. http://www.nytimes.com/2015/03/29/jobs/
make-way-for-generation-z.html?_r=0
Star Tribune. N.d. http://www.startribunecompany.com/mediakit/resources.php#rates-specs.
Statista. N.d. 1. http://www.statista.com/statistics/183995/us-college-enrollment-and-projections-in-public-andprivate-institutions/.
University of Wisconsin System. N.d. 9. https://www.wisconsin.edu/reports-statistics/educational-statistics/
student-statistics/headcount-reports/all-ten-year-headcount-reports/.
US News. N.d. Education. http://colleges.usnews.rankingsandreviews.com/best-colleges/uw-river-falls-3923

YouTube. N.d. https://www.youtube.com/yt/advertise/why-it-works.html.

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Budget

Appendix 1-2
Media Schedule

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Appenidx 2-2
Proposed Logo Design

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