Integrated
Marketing
Communications
Plan 2012-2013
Page 1
James R. Connor University Center - Integrated Marketing Communications Campaign 2012 - 2013
Executive Summary
The James R. Connor University Center is the center of student life on the UW-Whitewater campus.
Through all of the UC and campus changes, the University Center still strives “to provide a welcoming
and supportive environment that contributes to the educational process and enhances the campus
experience.”
The UC is consistently trying to improve their brand image and has made great progress in the last
year and a half. The development of the UC logo, identity standards, apparel requirements, student
employment training modules, and cross-departmental committees assists in the solidifcation of the UC
brand message.
Market research has indicated that the UC has room for growth in departmental marketing efforts,
digital/social media, and customer communications. This integrated marketing communications
campaign is designed to promote the UC logo/slogan, improve communications with customers
and more closely monitor social and digital marketing efforts. The tactics outlined in this plan will
communicate to the target market that the UC can Get U Connected through many different avenues.
The single most important things this campaign will communicate to customers it that the James R.
Connor University Center is a student – centered destination that helps students and the campus
community make connections through events and services.
Page 2
James R. Connor University Center - Integrated Marketing Communications Campaign 2012 - 2013
Table of Contents
Univercity Center Integrated Marketing Communications Overview ....................................................... 3
UC Background Information.....................................................................................................................4
Target Market Analysis..............................................................................................................................6
SWOT Analysis........................................................................................................................................6
Integrated Marketing Communications.....................................................................................................8
Creative Strategy.......................................................................................................................................9
Paid and Unpaid Media ........................................................................................................................ 11
Public Relations.....................................................................................................................................13
Direct Marketing....................................................................................................................................17
Promotions............................................................................................................................................19
Additional Digital/Social........................................................................................................................21
Graphic Request Form .......................................................................................................................... 23
Logo Identity Standards ........................................................................................................................ 24
Event Worksheets ................................................................................................................................. 25
Conclusion............................................................................................................................................26
Page 3
James R. Connor University Center - Integrated Marketing Communications Campaign 2012 - 2013
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Page 4
James R. Connor University Center - Integrated Marketing Communications Campaign 2012 - 2013
UC Background Information
The very frst student union on the UW-Whitewater campus was an army barracks from Camp Grant
in Rockford, Illinois in 1947. The purpose of this structure was to serve as a student dining facility
and entertainment center. In 1959, a brand new student union was opened for the frst time. The new
construction housed a lounge, cafeteria, game room and bookstore, along with offces and meeting
rooms.
Throughout the following years, the building underwent three major revision projects. The frst occurred
in 1963; it was a south addition to keep up with growing UW-Whitewater enrollment. The new addition
featured another dining area, more study and programming space, a new game room with a bowling
center, and an information desk.
Another addition occurred in 1988, which brought more services and program space including another
restaurant, the Student Service Center (now Information Services), the UW Credit Union, convenience
store, administrative offces, the Campus Activities and Programs Offce (now Career & Leadership
Development), and student organization offces. Miscellaneous other updates also occurred during the
1990s included the rec center (now known as Warhawk Alley), Ike Schaffer Commons, and other dining
options.
In 2008 the James R. Connor University Center completed a $20.2 million project, which constructed
approximately 50,000 new square feet and remodeled approximately 47,000 square feet. Throughout
the planning process, the architects never forgot the phrase “a place to see and be seen.” As such, the
building today features open, airy spaces.
This feature is part of the reason the building is now recognized as a central location for students to
get connected to the campus and community. In 2012, the University Center completed a branding
project that developed a new logo along with the slogan “Getting U Connected,” which both aid in
increasing UC awareness and utilization. The building today features vast study and programming
space, Information Services, Roberta’s Art Gallery, Warhawk Alley, Reservations, HawkCard Offce,
administrative offces, and various dining options. Building stakeholders include: UW Credit Union,
Career & Leadership Development, and First Year Experience & Learning Communities. Additionally,
both Esker and Drumlin dining facilities as well as Ticket Services located in the Center of the Arts are
part of UC initiatives.
The following mission, vision, and core values have aided the UC throughout its development, and still
remain with the institution today:
Mission
To provide a welcoming and supportive environment that contributes to the educational process and
enhances the campus experience.
Page 5
James R. Connor University Center - Integrated Marketing Communications Campaign 2012 - 2013
UC Background Information
Vision
To be a leader in building campus community.
To create memorable experiences for students
and guests.
To be a leader among college student unions.
Core Values
Integrity - We value personal commitment to
honesty and truth. We refect this in our words
and actions.
Accountability - We hold ourselves responsi-
ble for excellence in all programs and services,
embracing change and encouraging innovation.
We anticipate and exceed the expectations of
our customers and fellow team members.
Relationships - We value working together as a
team members, committed to helping one anoth-
er reach our shared vision and goals. We recog-
nize the need to maintain balance in the various
roles we assume in our lives.
Respect - We treat everyone like customers,
including our fellow team members. We smile,
acknowledge, listen and communicate openly
and honestly.
Diversity - We value the difference between and
among people, and open exchange of individual
ideas and opinions.
Historical Timeline
1947
Army barracks was moved from Camp Grant
in Rockford, IL to the UW-W campus to serve
as the frst “student union.”
1959
Doors to a new student union, containing
lounges, a cafeteria, game room, bookstore,
as well as offces and meeting rooms for the
very frst time.
1963
New south addition, featuring a new dining
area, more study and programming space,
bowling center, and an information desk, was
constructed.
1988
Third rebuilding project. Building was
designed to offer more services and
programing space.
1997
Building became offcially named after former
Chancellor James R. Connor.
2008
Completed a $20.2 million renovation. The
phrase “a place to see and be seen” inspired
the new, open atmosphere.
2012
Branding project completed and new logo
developed.
Page 6
James R. Connor University Center - Integrated Marketing Communications Campaign 2012 - 2013
Target Market Analysis
The James R. Connor University Center is located on the UW-Whitewater campus, which has 12,034
students, 10,757 of which are undergraduates. The University Center serves as UW-Whitewater’s student
union and has a mission “to provide a welcoming and supportive environment that contributes to the
educational process and enhances the campus experience.” In fulfllment of this, the institution offers
many services to students including: relaxation and study space; bowling, billiards, and other forms
of entertainment at Warhawk Alley; meal plan, HawkCard, and dining options; Reservations services;
gallery exhibits and workshops through Roberta’s Art Gallery; ticket sales for UW-W events through
Ticket Services; and services offered by Information Services. The inclusive nature of University Center
initiatives allows for students, staff, and community members to all beneft from the services offered,
however, students are the primary target market.
Demographic
• Individuals in the 18-25 age bracket who attend UW-Whitewater
• 50% male/female balance
• Primary occupational responsibility is to school and academics, many also work part-time jobs
o Average annual income is typically $15,000 or less (http://nces.ed.gov/)
• English is primary language
• Easy access to personal computers as well as institutional technology
Psychographic
• Individuals at this stage of development are progressing through the Belonging and Esteem
stages of Maslow’s Hierarchy of Needs
• They require friendship, belonging, achievement, respect, and confdence for further
advancement
• Over 200 student organizations are available for students to join, many of which meet in the
UC
• Strong need for information and connections to the campus community
• Involved in social networks including Facebook, Twitter, Pinterest, and YouTube
• 62% of individuals aged 18-25 have smartphones (http://www.fedstats.gov/)
• Place a high value on convenience, customization, and customer service
Geographic
• Students attending classes on the UW-Whitewater campus
o 4,300 live on campus
o Remainder commute from within a 40 mile radius which includes those who rent in the
Whitewater area
• 10,302 students are Wisconsin residents
• For non-residential students, hometowns are dispersed as follows:
o 43 of 50 US states represented
o 42 international countries represented
Information current as of October 2012, http://www.uww.edu/campus-info/about-uww/vital-statistics
Page 7
James R. Connor University Center - Integrated Marketing Communications Campaign 2012 - 2013
SWOT
The University Center is in a unique position because it offers a wide variety of services for the student
body. In addition, the UC houses building stakeholders such as the UW Credit Union, Career &
Leadership Development, and First Year Experience who contribute to the UC brand image and the
services the UC provides.
Strengths
• Ability to upgrade
• Financial status
• Diverse skills/abilities of staff
• Student employees
• Brand focus/awareness
• Food service, recreation and
entertainment destination
• LEAP
• Implementation process
• Drumlin will be state of the art
Weaknesses
• Departmental buy-in of UC brand
• Consistency between departments
• Lack of communication among staff
members and student employees
• Parking
• Limited Space
• Tickets not in building
• Team disjointment – 3 Buildings
• Low team score – 5 Dysfunctions of a
Team
• Exclusive target market focus on students
• Student employee hiring process
Opportunities
• Drumlin closing means an increase in
traffc for the UC
• Facility used by many individuals on and
off campus including the Chancellor’s
Offce, each of the colleges,
the Division of Student Affairs, and
First Year Experience
• Central on Campus
• Increasing number of students on campus
• UW-W positioning and brand image
• Stakeholder services
• Entertainment destination
• Extra building capacity during down time
Threats
• Andersen Library now offers group study
space, video game checkout and
snacks
• Residence Halls offer lounges, study space,
TV, and games
• Drumlin opening
• Employee turn over
• Parking
• Stakeholder buy-in/brand image
• Off-campus housing
• Distance from Residence Halls
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James R. Connor University Center - Integrated Marketing Communications Campaign 2012 - 2013
Integrated Marketing Communications Overview
The following campaign is designed to promote the James R. Connor University Center and its
departments. This campaign will also increase awareness of the new University Center logo and focus
around the slogan Getting U Connected.
Integrated Marketing Communications Objectives
• Increase website traffc by 5 percent in 12 months
• Increase awareness of the University Center and its services by 2,500 individuals in the target
market over 12 months
• Achieve 60 percent brand awareness among UC student employees and staff in 12 months
Integrated Marketing Communications Strategies
• Promote the University Center logo and slogan on external communications and on-campus
printed and digital material
• Participate in campus fairs and programs to generate informational face–to–face interactions
with target market
• Develop brand awareness sessions for use at internal programs
• Utilize social/digital media to communicate with customers
• Develop integrated creative concepts for media, social/digital media, promotions and
direct marketing
• Develop on-line promotions to increase brand awareness in target market
• Create interactive web content to engage target audience
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James R. Connor University Center - Integrated Marketing Communications Campaign 2012 - 2013
Creative Strategy
Creative Strategy Statement/Branding Statement: The James R. Connor University Center is a
student - centered destination that helps students and the campus community make connections through
events and services.
Creative Brief
Client: James R. Connor University Center Date: 08/21/12
Type: Overall IMC Campaign Pages: 1
Why are we creating an IMC campaign?
We are creating this campaign to increase awareness of the James R. Connor University Center and its
services and improve the UC brand image. We also want to increase internal brand awareness and
promote the new UC logo.
To whom are we talking?
We are talking to UW-Whitewater students currently enrolled in classes. These individuals are men and
women between the ages of 18 – 25 and approximately one-third live on campus.
What do they currently think?
Our customers think the University Center is a nice place to visit between classes. Many of those
individuals think the University Center food is overpriced and not enough mealplans are offered. Our
customers are not aware of the diversity of services/events provided by the University Center.
What would we like them to think?
We would like customers to think the UC is a fun and exciting place to hang out. The UC is “the place
to go” on campus to get connected to employment, entertainment, art, friends, food, events, and more.
What is the single most persuasive idea we can convey?
the James R. Connor University Center is a student – centered destination that helps students and the
campus community make connections through events and services.
Why should they believe it?
The UC is a beautiful facility with a diverse range of offces that can help students get connected to UW-
Whitewater and the surrounding community. The UC also has meeting spaces that can accommodate
many events.
Are there any creative guidelines?
This campaign will be centered around the new UC logo and slogan Getting U Connected. The logo
will be present on external marketing communications and internal promotions. In addition, the UC
background music will be incorporated into UC promotional videos and radio ads. All pieces will
include UC Facebook and website information. Ads will follow UC identity standards.
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James R. Connor University Center - Integrated Marketing Communications Campaign 2012 - 2013
Creative Strategy
Creative Strategy Statement/Branding Statement: The James R. Connor University Center is a
student - centered destination that helps students and the campus community make connections through
events and services.
Creative Brief
Client: Date:
Type: Overall IMC Campaign Pages: 1
Why are we creating an IMC campaign?
To whom are we talking?
What do they currently think?
What would we like them to think?
What is the single most persuasive idea we can convey?
Why should they believe it?
Are there any creative guidelines?
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James R. Connor University Center - Integrated Marketing Communications Campaign 2012 - 2013
Media Overview
Media, both paid and unpaid, will be essential to promoting overall UC services to the student body.
Over the next 12 months, print, broadcast, television, and paid digital media will be developed and
utilized to enhance additional components of the UC Integrated Marketing Communications Campaign.
Media Objectives
• Utilize paid digital media to reach 5 percent of the target market a minimum of 10 times over the next
12 months
• Utilize print media to reach 10 percent of the target market a minimum of 5 times over the next 12
months
• Utilize broadcast media to reach 5 percent of the target market a minimum of 10 times over the next
12 months
Media Tactics
• Print
• Posters
• Table tents
• Windows to Whitewater
• University Center brochure
• UC one sheet
• Broadcast
• Radio ads on The Edge - 91.7
• Television
• TV Ads on campus cable station
Paid Media Tactics
• Print
• Football Flyer
• Campus Special coupon
• Digital
• SEAL movie previews
• Athletics E-Magazine
• Campus Special app.
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James R. Connor University Center - Integrated Marketing Communications Campaign 2012 - 2013
Department: _______________________________________________________________
Media
Media are any advertisements created for your department as a whole. Paid media are any
advertisements that you must pay to have displayed. Some examples include: cable/campus TV ads, off-
campus radio ads, campus special coupons and SEAL movie previews.
Media Objectives
Media Tactics
Paid Media Tactics
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James R. Connor University Center - Integrated Marketing Communications Campaign 2012 - 2013
Public Relations Overview
The James R. Connor University Center’s public relations efforts will focus on earning positive media
for the UC, and increasing the number of face-to-face interactions with their target market. This PR
campaign will also focus on UC Student Employee brand education.
Public Relations Objectives
• Generate a minimum of 5 positive on-campus stories in the next 12 months
• Co-sponsor 5 in-house events in the next 12 months attended by a total of 1,000 members of the
target market over all events
• Provide the target audience with a minimum of 10 opportunities to interact face-to-face at events with
UC employees over a 12 month period
Public Relations Tactics
• Involvement Fair
• Student employee representation
• Give aways and Getting U Connected cards
• Info. Orbit at Plan-It Purple
• Student employee representation
• UC brochures and one sheets
• Faculty/Staff Opportunity Fair
• Create press kits with information on the UC, UC Departments, a UC promo item, and coupon
• RA Resource Fair
• Encourage RAs to “like” the UC on Facebook
• T-Shirt drawing for those who “like” the UC at the fair
• Student employee representation
• HawkFest
• Encourage freshman to “like” the UC on Facebook
• T-Shirt drawing for those who “like” the UC at the event
• Student employee representation
• Willie’s Fun House
• Sponsor photobooth
• Upload photos to UC Facebook and encourage attendees to tag themselves
• Add logo to all photos uploaded
• Student employee representation
• Whitewater Banner
• Event announcements and follow-up
• UW-Whitewater Student Leaders Celebration
• Distribute promotional item with UC logo to all leaders
• In-house event in the Hamilton Room
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James R. Connor University Center - Integrated Marketing Communications Campaign 2012 - 2013
• Whitewater Area Chamber of Commerce After Hours
• Create press kits for Chamber of Commerce members that highlight services relevant to them
• Reservations information
• Dining information
• Warhawk Alley brochure
• Roberta’s Art Gallery business card
• HawkCard brochure
• Building maps and hours
• Business cards from Kat Shanahan, Andrea Payton, Bob Barry
• Warhawk Alley coupons
• UW-W fact sheet
• UC one sheet
• Provide building tours
• Provide food and activities for attendees children
• Student employee representation
• Summer on the Mall
• July 2012
• Press releases sent to local newspapers
• Press releases sent to Whitewater Banner
• Tweets/Facebook posts throughout the event to announce dunk tank attendees
• Partner with No Stomach for Cancer as philanthropy recipient
• Student employee representation
• August 2012
• Press releases sent to local newspapers
• Press releases sent to Whitewater Banner
• Paired with Klement’s Famous Racing Sausages
• Partner with Camp Dreams as philanthropy recipient and invite wheelchair athletes
• Tie in with Summer Olympics
• Create community ties through sponsorships of SOM activities
• Student employee representation
• June 2013
• Press releases sent to local newspapers
• Press releases sent to Whitewater Banner
• Post-event press releases and photos to local newspapers and Whitewater Banner
• Partner with philanthropy recipient
• Student employee representation
Page 15
James R. Connor University Center - Integrated Marketing Communications Campaign 2012 - 2013
Internal Public Relations
• Student Manager Program
• Branding presentation and education
• Student Marketing Committee
• Branding education
• Fall 2012 Student Orientation
• Promo items for students with logo
• Branding presentation
• End of Semester Reception
• Fall 2012
• Spring 2013
• Utilize Listserv for UC Employees
Direct Marketing Overview
The direct marketing portion of the integrated marketing communications campaign for the UC will
utilize direct mail postcards, direct social media tags and emails to UW-Whitewater students.
Direct Marketing Objectives
• Utilize postcards to increase Zimride sign ups by 1 percent over 12 months
• Utilize social media tags to increase Facebook post reach by 1 percent over 12 months
• Utilize direct email to reach 1 percent of the taret market a minimum of 6 times over the next 12
months
Direct Marketing Tactics
• Zimride Postcards
• Sent to all students in the Residence Halls
• Contain information on UC Social Networking
• QR Code to “Like” the UC on Facebook
• This Week in Whitewater
• Include weekly information on UC events
• Social Media tags
• Join listserv utilization
Page 16
James R. Connor University Center - Integrated Marketing Communications Campaign 2012 - 2013
Department: _______________________________________________________________
Public Relations Media
Public Relations is about EARNING media. Some examples include: sponsoring or co-sponsoring
events, customer satisfaction, generating positive (unpaid) media reports, and attendance at campus
fairs.
Public Relations Objectives
Public Relations Tactics
Page 17
James R. Connor University Center - Integrated Marketing Communications Campaign 2012 - 2013
Direct Marketing Overview
The direct marketing portion of the integrated marketing communications campaign for the UC will
utilize direct mail postcards, direct social media tags and emails to UW-Whitewater students.
Direct Marketing Objectives
• Utilize postcards to increase Zimride sign ups by 1 percent over 12 months
• Utilize social media tags to increase Facebook post reach by 1 percent over 12 months
• Utilize direct email to reach 1 percent of the taret market a minimum of 6 times over the next 12
months
Direct Marketing Tactics
• Zimride Postcards
• Sent to all students in the Residence Halls
• Contain information on UC Social Networking
• QR Code to “Like” the UC on Facebook
• This Week in Whitewater
• Include weekly information on UC events
• Social Media tags
• Join listserv utilization
Page 18
James R. Connor University Center - Integrated Marketing Communications Campaign 2012 - 2013
Department: _______________________________________________________________
Direct Marketing
Direct Marketing includes all material that is sent directly to the target audience and solicits a direct
response. Some examples include: information in students residence hall rooms, brochures, and post
cards. Typically this medium elicits a single digit percent response in the target market.
Direct Marketing Objectives
Direct Marketing Tactics
Page 19
James R. Connor University Center - Integrated Marketing Communications Campaign 2012 - 2013
Promotions Overview
Since the UC is a destination that offers many services and experiences for students, the promotion
section of the integrated marketing communications campaign will focus on UC and logo promotion,
rather than sales.
Promotion Objectives
• Utilize logo and/or slogan on 60 percent of promotional products given to the target market over the
next 12 months
• Utilize logo and/or slogan on emails from 40 percent of UC departmental email accounts over 12
months
• Utilize logo on 75 percent of apparel designed over the next 12 months
Promotion Tactics
• Give Away Wednesdays
• Facebook contests every Wednesday
• Email signatures
• HawkCard
• UC Graphics
• Reservations
• Roberta’s Art Gallery
• Human Resources
• T-shirts and other give away items
Page 20
James R. Connor University Center - Integrated Marketing Communications Campaign 2012 - 2013
Department: _______________________________________________________________
(Sales) Promotions
Promotions, specifcally sales promotions, are intended to increase sales or awareness of the UC through
special offers or give aways. Some examples include: coupons, discounts on products or services, or
departmental promotional products.
Promotions Objectives
Promotions Tactics
Page 21
James R. Connor University Center - Integrated Marketing Communications Campaign 2012 - 2013
Additional Digital/Social Media Overview
University Center digital and social media is designed to increase interaction and communication with
target market, improve the UC brand image, and increase the reach of University Center information.
Additional Digital/Social Objectives
• Achieve a consistent weekly reach of 5,000 members of the target market over a 12 month period via
social networking
• Achieve a weekly content balance between 7 UC departments in Digital Signage, Facebook, Twitter
and Youtube over a 12 month period
• Increase Facebook likes by 1,000 over the next 12 months
• Increase UC Blog reach by 25 percent over 12 months
Additional Digital/Social Tactics
• Digital Signage
• 3 UC signs updated weekly
• 1 Esker sign updated weekly
• 5 slides weekly to Career & Leadership Development
• 1 Drumlin sign updated weekly
• Residence Life signs
• QR Codes
• Interactive Artwork Tour driven by QR Codes
• UC Blog
• 2-3 posts weekly during academic year
• Utilize video and photos
• UC Staff spotlights biweekly
• 100 Unknowns of the UC (Twitter)
• Utilize video, photos, and links
• Pinterest
• Build boards for display purposes
• Facebook
• Posting 4-5 times daily
• Highlighting information and current events sponsored by the UC
• Share UW-Whitewater information that is pertinent to our target market
• Website
• Update web banner weekly
• Update content a minimum of three times a year
• UC Events Calendar
• Host and maintain
Page 22
James R. Connor University Center - Integrated Marketing Communications Campaign 2012 - 2013
Department: _______________________________________________________________
Additional Digital/Social
Additional digital/social recommendations are unpaid. Some examples include: content on Facebook
groups, ads on our in-house or C&LD digital signage, and content on our UC website.
Digital/Social Objectives
Digital/Social Tactics
Page 23
James R. Connor University Center - Integrated Marketing Communications Campaign 2012 - 2013
This Week in WW
Shirt
Two Color
One Color
Other:
Invitation/Postcard
Graphics & Marketing Request Form
*This form must be submitted four weeks prior to event.
Event Location:
Time:
Date:
Banner
Press Release
ATM AD*
Social Media
Blog
Other:
Gallery Sign
Table Tent*
Poster (11 x 17)
Target Audience:
Students
Staff
UC Employees
Other:
Signboard
*Subject to Availability
Special Instructions
Images sent to [email protected]
Brochure
Trifold
Bifold
Booklet
Web Update
Web Banner
Flyer (8.5 x 11)
1/2 Sheet
1/4 Sheet
Assigned
Date Completed
General
Top of stairs
Digital Signage
Res Life
C&LD
Items to Be Included:
Dept. Logo
Dept. Website
Facebook/Twitter (Circle one or both)
Contact:
QR Code:
Whitewater Banner
Business Card
Events Calendar
Poster/Flyer Quantity:
Printed ________________
Laminated _____________
Fome-cor ______________
4x6 Card
Day of Event Sign
Page 24
James R. Connor University Center - Integrated Marketing Communications Campaign 2012 - 2013
Primary Pallette:
Black
White
PMS 268 (80,29,130) (82,100,0,12)
Nuetral Pallette
Cream (255,254,233) (0,0,10,0)
PMS 9100 (199,203,200) (9,6,10,0)
PMS Warm Gray 6 (186,188,190) (0,0,0,31)
PMS 9023 (229,224,232) (8,10,3,0)
• The University Center logo will be used on all
UC publications
• The logos may only be printed as 2 Color,
Black, PMS268 or White
• The logo must have a .25 inch area of isolation
around it
• The background color must be one of the
primary or neutral palette colors - or -
approved by UC Promotions Coordinator.
• The minimum size for the logo is .75 inches
wide.
• The preferred University Center font is Optima.
(Optima Bold for signage)
• The UC logo cannot be distorted, skewed or
altered in anyway.
*In the next few months the University Center will be releasing templates, letterhead and other materials for
departmental use.
James R. Connor University Center Identity Standards
Reference Guide
June 18, 2012
Page 25
James R. Connor University Center - Integrated Marketing Communications Campaign 2012 - 2013
Event: ________________________________________ Date: _______________________
Purpose: ____________________________________________________________________
Target Audience: ________________________________________
Essential Information ______________________________________________________________________
__________________________________________________________________________________________
4 Weeks Prior to Event, Date: ________________
• Graphic Request Form flled out (dates, times, locations, rules, sponsors confrmed)
• Event submitted to Events Calendar
• Reserve room/catering
• __________________________________________________________________________________
• __________________________________________________________________________________
3 Weeks Prior to Event, Date: ________________
• Respond to media revisions
• __________________________________________________________________________________
• __________________________________________________________________________________
2 Weeks Prior to Event, Date: ________________
• __________ posters up on campus
• Table tent, digital signage and movie preview sent to C&LD (if possible)
• Confrm reservation/set-up
1 Week Prior to Event, Date: ________________
• Digital signage on UC and C&LD monitors
• Movie preview running (If possible)
• Information on UC social media (Getting U Connected, Facebook and Twitter)
• Information sent to This Week in Whitewater and Whitewater Banner (if applicable)
• Confrm headcount for catering
• __________________________________________________________________________________
• __________________________________________________________________________________
Week of Event, Date: ________________
• Digital signage on UC and C&LD monitors
• Information displayed in This Week In Whitewater (if applicable)
• Information displayed on The Whitewater Banner (if applicable)
• Information on UC social media (Getting U Connected, Facebook and Twitter)
• __________________________________________________________________________________
• __________________________________________________________________________________
Day of Event, Date: ________________
• __________________________________________________________________________________
• __________________________________________________________________________________
Post Event, Date: ________________
• Photos sent to UC Graphics & Marketing
• Photos displayed on UC social networks (if applicable)
• Post event sent to Whitewater Banner (if applicable)
• __________________________________________________________________________________
• __________________________________________________________________________________
Page 26
James R. Connor University Center - Integrated Marketing Communications Campaign 2012 - 2013
Conclusion
Integrated marketing communications is the key to successfully building and maintaining relationships
and increase brand awareness. IMC ensures the message from the company is reliable and thus
improves relationships with the target market. IMC is a necessity for the James R. Connor University
Center. In order to improve their brand image, the UC must unify their marketing efforts and
communicate in a shared voice.
This campaign is designed to promote the UC logo/slogan, improve communications with customers,
and more closely monitor social and digital marketing efforts. The combination of media (paid and
unpaid), public relations, direct marketing, promotions and social/digital media listed in this campaign
will assist the UC in increasing brand awareness, and improving their social/digital marketing efforts.
It is essential to the success of the University Center to achieve departmental buy-in of the UC brand and
shared marketing efforts. In order to gain trust and improve our brand image in the eyes of their target
market, all departments must communicate in a unifed voice.
Due to the continuously changing nature of UC staff and student employees, it is in the best interest for
the UC to continually document and evaluate their marketing efforts. The tactics outlined here will help
to build a measurable and repeatable process which will contribute to the growth and improvement of
the UC brand.
doc_536051955.pdf
Marketing
Communications
Plan 2012-2013
Page 1
James R. Connor University Center - Integrated Marketing Communications Campaign 2012 - 2013
Executive Summary
The James R. Connor University Center is the center of student life on the UW-Whitewater campus.
Through all of the UC and campus changes, the University Center still strives “to provide a welcoming
and supportive environment that contributes to the educational process and enhances the campus
experience.”
The UC is consistently trying to improve their brand image and has made great progress in the last
year and a half. The development of the UC logo, identity standards, apparel requirements, student
employment training modules, and cross-departmental committees assists in the solidifcation of the UC
brand message.
Market research has indicated that the UC has room for growth in departmental marketing efforts,
digital/social media, and customer communications. This integrated marketing communications
campaign is designed to promote the UC logo/slogan, improve communications with customers
and more closely monitor social and digital marketing efforts. The tactics outlined in this plan will
communicate to the target market that the UC can Get U Connected through many different avenues.
The single most important things this campaign will communicate to customers it that the James R.
Connor University Center is a student – centered destination that helps students and the campus
community make connections through events and services.
Page 2
James R. Connor University Center - Integrated Marketing Communications Campaign 2012 - 2013
Table of Contents
Univercity Center Integrated Marketing Communications Overview ....................................................... 3
UC Background Information.....................................................................................................................4
Target Market Analysis..............................................................................................................................6
SWOT Analysis........................................................................................................................................6
Integrated Marketing Communications.....................................................................................................8
Creative Strategy.......................................................................................................................................9
Paid and Unpaid Media ........................................................................................................................ 11
Public Relations.....................................................................................................................................13
Direct Marketing....................................................................................................................................17
Promotions............................................................................................................................................19
Additional Digital/Social........................................................................................................................21
Graphic Request Form .......................................................................................................................... 23
Logo Identity Standards ........................................................................................................................ 24
Event Worksheets ................................................................................................................................. 25
Conclusion............................................................................................................................................26
Page 3
James R. Connor University Center - Integrated Marketing Communications Campaign 2012 - 2013
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Page 4
James R. Connor University Center - Integrated Marketing Communications Campaign 2012 - 2013
UC Background Information
The very frst student union on the UW-Whitewater campus was an army barracks from Camp Grant
in Rockford, Illinois in 1947. The purpose of this structure was to serve as a student dining facility
and entertainment center. In 1959, a brand new student union was opened for the frst time. The new
construction housed a lounge, cafeteria, game room and bookstore, along with offces and meeting
rooms.
Throughout the following years, the building underwent three major revision projects. The frst occurred
in 1963; it was a south addition to keep up with growing UW-Whitewater enrollment. The new addition
featured another dining area, more study and programming space, a new game room with a bowling
center, and an information desk.
Another addition occurred in 1988, which brought more services and program space including another
restaurant, the Student Service Center (now Information Services), the UW Credit Union, convenience
store, administrative offces, the Campus Activities and Programs Offce (now Career & Leadership
Development), and student organization offces. Miscellaneous other updates also occurred during the
1990s included the rec center (now known as Warhawk Alley), Ike Schaffer Commons, and other dining
options.
In 2008 the James R. Connor University Center completed a $20.2 million project, which constructed
approximately 50,000 new square feet and remodeled approximately 47,000 square feet. Throughout
the planning process, the architects never forgot the phrase “a place to see and be seen.” As such, the
building today features open, airy spaces.
This feature is part of the reason the building is now recognized as a central location for students to
get connected to the campus and community. In 2012, the University Center completed a branding
project that developed a new logo along with the slogan “Getting U Connected,” which both aid in
increasing UC awareness and utilization. The building today features vast study and programming
space, Information Services, Roberta’s Art Gallery, Warhawk Alley, Reservations, HawkCard Offce,
administrative offces, and various dining options. Building stakeholders include: UW Credit Union,
Career & Leadership Development, and First Year Experience & Learning Communities. Additionally,
both Esker and Drumlin dining facilities as well as Ticket Services located in the Center of the Arts are
part of UC initiatives.
The following mission, vision, and core values have aided the UC throughout its development, and still
remain with the institution today:
Mission
To provide a welcoming and supportive environment that contributes to the educational process and
enhances the campus experience.
Page 5
James R. Connor University Center - Integrated Marketing Communications Campaign 2012 - 2013
UC Background Information
Vision
To be a leader in building campus community.
To create memorable experiences for students
and guests.
To be a leader among college student unions.
Core Values
Integrity - We value personal commitment to
honesty and truth. We refect this in our words
and actions.
Accountability - We hold ourselves responsi-
ble for excellence in all programs and services,
embracing change and encouraging innovation.
We anticipate and exceed the expectations of
our customers and fellow team members.
Relationships - We value working together as a
team members, committed to helping one anoth-
er reach our shared vision and goals. We recog-
nize the need to maintain balance in the various
roles we assume in our lives.
Respect - We treat everyone like customers,
including our fellow team members. We smile,
acknowledge, listen and communicate openly
and honestly.
Diversity - We value the difference between and
among people, and open exchange of individual
ideas and opinions.
Historical Timeline
1947
Army barracks was moved from Camp Grant
in Rockford, IL to the UW-W campus to serve
as the frst “student union.”
1959
Doors to a new student union, containing
lounges, a cafeteria, game room, bookstore,
as well as offces and meeting rooms for the
very frst time.
1963
New south addition, featuring a new dining
area, more study and programming space,
bowling center, and an information desk, was
constructed.
1988
Third rebuilding project. Building was
designed to offer more services and
programing space.
1997
Building became offcially named after former
Chancellor James R. Connor.
2008
Completed a $20.2 million renovation. The
phrase “a place to see and be seen” inspired
the new, open atmosphere.
2012
Branding project completed and new logo
developed.
Page 6
James R. Connor University Center - Integrated Marketing Communications Campaign 2012 - 2013
Target Market Analysis
The James R. Connor University Center is located on the UW-Whitewater campus, which has 12,034
students, 10,757 of which are undergraduates. The University Center serves as UW-Whitewater’s student
union and has a mission “to provide a welcoming and supportive environment that contributes to the
educational process and enhances the campus experience.” In fulfllment of this, the institution offers
many services to students including: relaxation and study space; bowling, billiards, and other forms
of entertainment at Warhawk Alley; meal plan, HawkCard, and dining options; Reservations services;
gallery exhibits and workshops through Roberta’s Art Gallery; ticket sales for UW-W events through
Ticket Services; and services offered by Information Services. The inclusive nature of University Center
initiatives allows for students, staff, and community members to all beneft from the services offered,
however, students are the primary target market.
Demographic
• Individuals in the 18-25 age bracket who attend UW-Whitewater
• 50% male/female balance
• Primary occupational responsibility is to school and academics, many also work part-time jobs
o Average annual income is typically $15,000 or less (http://nces.ed.gov/)
• English is primary language
• Easy access to personal computers as well as institutional technology
Psychographic
• Individuals at this stage of development are progressing through the Belonging and Esteem
stages of Maslow’s Hierarchy of Needs
• They require friendship, belonging, achievement, respect, and confdence for further
advancement
• Over 200 student organizations are available for students to join, many of which meet in the
UC
• Strong need for information and connections to the campus community
• Involved in social networks including Facebook, Twitter, Pinterest, and YouTube
• 62% of individuals aged 18-25 have smartphones (http://www.fedstats.gov/)
• Place a high value on convenience, customization, and customer service
Geographic
• Students attending classes on the UW-Whitewater campus
o 4,300 live on campus
o Remainder commute from within a 40 mile radius which includes those who rent in the
Whitewater area
• 10,302 students are Wisconsin residents
• For non-residential students, hometowns are dispersed as follows:
o 43 of 50 US states represented
o 42 international countries represented
Information current as of October 2012, http://www.uww.edu/campus-info/about-uww/vital-statistics
Page 7
James R. Connor University Center - Integrated Marketing Communications Campaign 2012 - 2013
SWOT
The University Center is in a unique position because it offers a wide variety of services for the student
body. In addition, the UC houses building stakeholders such as the UW Credit Union, Career &
Leadership Development, and First Year Experience who contribute to the UC brand image and the
services the UC provides.
Strengths
• Ability to upgrade
• Financial status
• Diverse skills/abilities of staff
• Student employees
• Brand focus/awareness
• Food service, recreation and
entertainment destination
• LEAP
• Implementation process
• Drumlin will be state of the art
Weaknesses
• Departmental buy-in of UC brand
• Consistency between departments
• Lack of communication among staff
members and student employees
• Parking
• Limited Space
• Tickets not in building
• Team disjointment – 3 Buildings
• Low team score – 5 Dysfunctions of a
Team
• Exclusive target market focus on students
• Student employee hiring process
Opportunities
• Drumlin closing means an increase in
traffc for the UC
• Facility used by many individuals on and
off campus including the Chancellor’s
Offce, each of the colleges,
the Division of Student Affairs, and
First Year Experience
• Central on Campus
• Increasing number of students on campus
• UW-W positioning and brand image
• Stakeholder services
• Entertainment destination
• Extra building capacity during down time
Threats
• Andersen Library now offers group study
space, video game checkout and
snacks
• Residence Halls offer lounges, study space,
TV, and games
• Drumlin opening
• Employee turn over
• Parking
• Stakeholder buy-in/brand image
• Off-campus housing
• Distance from Residence Halls
Page 8
James R. Connor University Center - Integrated Marketing Communications Campaign 2012 - 2013
Integrated Marketing Communications Overview
The following campaign is designed to promote the James R. Connor University Center and its
departments. This campaign will also increase awareness of the new University Center logo and focus
around the slogan Getting U Connected.
Integrated Marketing Communications Objectives
• Increase website traffc by 5 percent in 12 months
• Increase awareness of the University Center and its services by 2,500 individuals in the target
market over 12 months
• Achieve 60 percent brand awareness among UC student employees and staff in 12 months
Integrated Marketing Communications Strategies
• Promote the University Center logo and slogan on external communications and on-campus
printed and digital material
• Participate in campus fairs and programs to generate informational face–to–face interactions
with target market
• Develop brand awareness sessions for use at internal programs
• Utilize social/digital media to communicate with customers
• Develop integrated creative concepts for media, social/digital media, promotions and
direct marketing
• Develop on-line promotions to increase brand awareness in target market
• Create interactive web content to engage target audience
Page 9
James R. Connor University Center - Integrated Marketing Communications Campaign 2012 - 2013
Creative Strategy
Creative Strategy Statement/Branding Statement: The James R. Connor University Center is a
student - centered destination that helps students and the campus community make connections through
events and services.
Creative Brief
Client: James R. Connor University Center Date: 08/21/12
Type: Overall IMC Campaign Pages: 1
Why are we creating an IMC campaign?
We are creating this campaign to increase awareness of the James R. Connor University Center and its
services and improve the UC brand image. We also want to increase internal brand awareness and
promote the new UC logo.
To whom are we talking?
We are talking to UW-Whitewater students currently enrolled in classes. These individuals are men and
women between the ages of 18 – 25 and approximately one-third live on campus.
What do they currently think?
Our customers think the University Center is a nice place to visit between classes. Many of those
individuals think the University Center food is overpriced and not enough mealplans are offered. Our
customers are not aware of the diversity of services/events provided by the University Center.
What would we like them to think?
We would like customers to think the UC is a fun and exciting place to hang out. The UC is “the place
to go” on campus to get connected to employment, entertainment, art, friends, food, events, and more.
What is the single most persuasive idea we can convey?
the James R. Connor University Center is a student – centered destination that helps students and the
campus community make connections through events and services.
Why should they believe it?
The UC is a beautiful facility with a diverse range of offces that can help students get connected to UW-
Whitewater and the surrounding community. The UC also has meeting spaces that can accommodate
many events.
Are there any creative guidelines?
This campaign will be centered around the new UC logo and slogan Getting U Connected. The logo
will be present on external marketing communications and internal promotions. In addition, the UC
background music will be incorporated into UC promotional videos and radio ads. All pieces will
include UC Facebook and website information. Ads will follow UC identity standards.
Page 10
James R. Connor University Center - Integrated Marketing Communications Campaign 2012 - 2013
Creative Strategy
Creative Strategy Statement/Branding Statement: The James R. Connor University Center is a
student - centered destination that helps students and the campus community make connections through
events and services.
Creative Brief
Client: Date:
Type: Overall IMC Campaign Pages: 1
Why are we creating an IMC campaign?
To whom are we talking?
What do they currently think?
What would we like them to think?
What is the single most persuasive idea we can convey?
Why should they believe it?
Are there any creative guidelines?
Page 11
James R. Connor University Center - Integrated Marketing Communications Campaign 2012 - 2013
Media Overview
Media, both paid and unpaid, will be essential to promoting overall UC services to the student body.
Over the next 12 months, print, broadcast, television, and paid digital media will be developed and
utilized to enhance additional components of the UC Integrated Marketing Communications Campaign.
Media Objectives
• Utilize paid digital media to reach 5 percent of the target market a minimum of 10 times over the next
12 months
• Utilize print media to reach 10 percent of the target market a minimum of 5 times over the next 12
months
• Utilize broadcast media to reach 5 percent of the target market a minimum of 10 times over the next
12 months
Media Tactics
• Posters
• Table tents
• Windows to Whitewater
• University Center brochure
• UC one sheet
• Broadcast
• Radio ads on The Edge - 91.7
• Television
• TV Ads on campus cable station
Paid Media Tactics
• Football Flyer
• Campus Special coupon
• Digital
• SEAL movie previews
• Athletics E-Magazine
• Campus Special app.
Page 12
James R. Connor University Center - Integrated Marketing Communications Campaign 2012 - 2013
Department: _______________________________________________________________
Media
Media are any advertisements created for your department as a whole. Paid media are any
advertisements that you must pay to have displayed. Some examples include: cable/campus TV ads, off-
campus radio ads, campus special coupons and SEAL movie previews.
Media Objectives
Media Tactics
Paid Media Tactics
Page 13
James R. Connor University Center - Integrated Marketing Communications Campaign 2012 - 2013
Public Relations Overview
The James R. Connor University Center’s public relations efforts will focus on earning positive media
for the UC, and increasing the number of face-to-face interactions with their target market. This PR
campaign will also focus on UC Student Employee brand education.
Public Relations Objectives
• Generate a minimum of 5 positive on-campus stories in the next 12 months
• Co-sponsor 5 in-house events in the next 12 months attended by a total of 1,000 members of the
target market over all events
• Provide the target audience with a minimum of 10 opportunities to interact face-to-face at events with
UC employees over a 12 month period
Public Relations Tactics
• Involvement Fair
• Student employee representation
• Give aways and Getting U Connected cards
• Info. Orbit at Plan-It Purple
• Student employee representation
• UC brochures and one sheets
• Faculty/Staff Opportunity Fair
• Create press kits with information on the UC, UC Departments, a UC promo item, and coupon
• RA Resource Fair
• Encourage RAs to “like” the UC on Facebook
• T-Shirt drawing for those who “like” the UC at the fair
• Student employee representation
• HawkFest
• Encourage freshman to “like” the UC on Facebook
• T-Shirt drawing for those who “like” the UC at the event
• Student employee representation
• Willie’s Fun House
• Sponsor photobooth
• Upload photos to UC Facebook and encourage attendees to tag themselves
• Add logo to all photos uploaded
• Student employee representation
• Whitewater Banner
• Event announcements and follow-up
• UW-Whitewater Student Leaders Celebration
• Distribute promotional item with UC logo to all leaders
• In-house event in the Hamilton Room
Page 14
James R. Connor University Center - Integrated Marketing Communications Campaign 2012 - 2013
• Whitewater Area Chamber of Commerce After Hours
• Create press kits for Chamber of Commerce members that highlight services relevant to them
• Reservations information
• Dining information
• Warhawk Alley brochure
• Roberta’s Art Gallery business card
• HawkCard brochure
• Building maps and hours
• Business cards from Kat Shanahan, Andrea Payton, Bob Barry
• Warhawk Alley coupons
• UW-W fact sheet
• UC one sheet
• Provide building tours
• Provide food and activities for attendees children
• Student employee representation
• Summer on the Mall
• July 2012
• Press releases sent to local newspapers
• Press releases sent to Whitewater Banner
• Tweets/Facebook posts throughout the event to announce dunk tank attendees
• Partner with No Stomach for Cancer as philanthropy recipient
• Student employee representation
• August 2012
• Press releases sent to local newspapers
• Press releases sent to Whitewater Banner
• Paired with Klement’s Famous Racing Sausages
• Partner with Camp Dreams as philanthropy recipient and invite wheelchair athletes
• Tie in with Summer Olympics
• Create community ties through sponsorships of SOM activities
• Student employee representation
• June 2013
• Press releases sent to local newspapers
• Press releases sent to Whitewater Banner
• Post-event press releases and photos to local newspapers and Whitewater Banner
• Partner with philanthropy recipient
• Student employee representation
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James R. Connor University Center - Integrated Marketing Communications Campaign 2012 - 2013
Internal Public Relations
• Student Manager Program
• Branding presentation and education
• Student Marketing Committee
• Branding education
• Fall 2012 Student Orientation
• Promo items for students with logo
• Branding presentation
• End of Semester Reception
• Fall 2012
• Spring 2013
• Utilize Listserv for UC Employees
Direct Marketing Overview
The direct marketing portion of the integrated marketing communications campaign for the UC will
utilize direct mail postcards, direct social media tags and emails to UW-Whitewater students.
Direct Marketing Objectives
• Utilize postcards to increase Zimride sign ups by 1 percent over 12 months
• Utilize social media tags to increase Facebook post reach by 1 percent over 12 months
• Utilize direct email to reach 1 percent of the taret market a minimum of 6 times over the next 12
months
Direct Marketing Tactics
• Zimride Postcards
• Sent to all students in the Residence Halls
• Contain information on UC Social Networking
• QR Code to “Like” the UC on Facebook
• This Week in Whitewater
• Include weekly information on UC events
• Social Media tags
• Join listserv utilization
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James R. Connor University Center - Integrated Marketing Communications Campaign 2012 - 2013
Department: _______________________________________________________________
Public Relations Media
Public Relations is about EARNING media. Some examples include: sponsoring or co-sponsoring
events, customer satisfaction, generating positive (unpaid) media reports, and attendance at campus
fairs.
Public Relations Objectives
Public Relations Tactics
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James R. Connor University Center - Integrated Marketing Communications Campaign 2012 - 2013
Direct Marketing Overview
The direct marketing portion of the integrated marketing communications campaign for the UC will
utilize direct mail postcards, direct social media tags and emails to UW-Whitewater students.
Direct Marketing Objectives
• Utilize postcards to increase Zimride sign ups by 1 percent over 12 months
• Utilize social media tags to increase Facebook post reach by 1 percent over 12 months
• Utilize direct email to reach 1 percent of the taret market a minimum of 6 times over the next 12
months
Direct Marketing Tactics
• Zimride Postcards
• Sent to all students in the Residence Halls
• Contain information on UC Social Networking
• QR Code to “Like” the UC on Facebook
• This Week in Whitewater
• Include weekly information on UC events
• Social Media tags
• Join listserv utilization
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James R. Connor University Center - Integrated Marketing Communications Campaign 2012 - 2013
Department: _______________________________________________________________
Direct Marketing
Direct Marketing includes all material that is sent directly to the target audience and solicits a direct
response. Some examples include: information in students residence hall rooms, brochures, and post
cards. Typically this medium elicits a single digit percent response in the target market.
Direct Marketing Objectives
Direct Marketing Tactics
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James R. Connor University Center - Integrated Marketing Communications Campaign 2012 - 2013
Promotions Overview
Since the UC is a destination that offers many services and experiences for students, the promotion
section of the integrated marketing communications campaign will focus on UC and logo promotion,
rather than sales.
Promotion Objectives
• Utilize logo and/or slogan on 60 percent of promotional products given to the target market over the
next 12 months
• Utilize logo and/or slogan on emails from 40 percent of UC departmental email accounts over 12
months
• Utilize logo on 75 percent of apparel designed over the next 12 months
Promotion Tactics
• Give Away Wednesdays
• Facebook contests every Wednesday
• Email signatures
• HawkCard
• UC Graphics
• Reservations
• Roberta’s Art Gallery
• Human Resources
• T-shirts and other give away items
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James R. Connor University Center - Integrated Marketing Communications Campaign 2012 - 2013
Department: _______________________________________________________________
(Sales) Promotions
Promotions, specifcally sales promotions, are intended to increase sales or awareness of the UC through
special offers or give aways. Some examples include: coupons, discounts on products or services, or
departmental promotional products.
Promotions Objectives
Promotions Tactics
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James R. Connor University Center - Integrated Marketing Communications Campaign 2012 - 2013
Additional Digital/Social Media Overview
University Center digital and social media is designed to increase interaction and communication with
target market, improve the UC brand image, and increase the reach of University Center information.
Additional Digital/Social Objectives
• Achieve a consistent weekly reach of 5,000 members of the target market over a 12 month period via
social networking
• Achieve a weekly content balance between 7 UC departments in Digital Signage, Facebook, Twitter
and Youtube over a 12 month period
• Increase Facebook likes by 1,000 over the next 12 months
• Increase UC Blog reach by 25 percent over 12 months
Additional Digital/Social Tactics
• Digital Signage
• 3 UC signs updated weekly
• 1 Esker sign updated weekly
• 5 slides weekly to Career & Leadership Development
• 1 Drumlin sign updated weekly
• Residence Life signs
• QR Codes
• Interactive Artwork Tour driven by QR Codes
• UC Blog
• 2-3 posts weekly during academic year
• Utilize video and photos
• UC Staff spotlights biweekly
• 100 Unknowns of the UC (Twitter)
• Utilize video, photos, and links
• Build boards for display purposes
• Posting 4-5 times daily
• Highlighting information and current events sponsored by the UC
• Share UW-Whitewater information that is pertinent to our target market
• Website
• Update web banner weekly
• Update content a minimum of three times a year
• UC Events Calendar
• Host and maintain
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James R. Connor University Center - Integrated Marketing Communications Campaign 2012 - 2013
Department: _______________________________________________________________
Additional Digital/Social
Additional digital/social recommendations are unpaid. Some examples include: content on Facebook
groups, ads on our in-house or C&LD digital signage, and content on our UC website.
Digital/Social Objectives
Digital/Social Tactics
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James R. Connor University Center - Integrated Marketing Communications Campaign 2012 - 2013
This Week in WW
Shirt
Two Color
One Color
Other:
Invitation/Postcard
Graphics & Marketing Request Form
*This form must be submitted four weeks prior to event.
Event Location:
Time:
Date:
Banner
Press Release
ATM AD*
Social Media
Blog
Other:
Gallery Sign
Table Tent*
Poster (11 x 17)
Target Audience:
Students
Staff
UC Employees
Other:
Signboard
*Subject to Availability
Special Instructions
Images sent to [email protected]
Brochure
Trifold
Bifold
Booklet
Web Update
Web Banner
Flyer (8.5 x 11)
1/2 Sheet
1/4 Sheet
Assigned
Date Completed
General
Top of stairs
Digital Signage
Res Life
C&LD
Items to Be Included:
Dept. Logo
Dept. Website
Facebook/Twitter (Circle one or both)
Contact:
QR Code:
Whitewater Banner
Business Card
Events Calendar
Poster/Flyer Quantity:
Printed ________________
Laminated _____________
Fome-cor ______________
4x6 Card
Day of Event Sign
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James R. Connor University Center - Integrated Marketing Communications Campaign 2012 - 2013
Primary Pallette:
Black
White
PMS 268 (80,29,130) (82,100,0,12)
Nuetral Pallette
Cream (255,254,233) (0,0,10,0)
PMS 9100 (199,203,200) (9,6,10,0)
PMS Warm Gray 6 (186,188,190) (0,0,0,31)
PMS 9023 (229,224,232) (8,10,3,0)
• The University Center logo will be used on all
UC publications
• The logos may only be printed as 2 Color,
Black, PMS268 or White
• The logo must have a .25 inch area of isolation
around it
• The background color must be one of the
primary or neutral palette colors - or -
approved by UC Promotions Coordinator.
• The minimum size for the logo is .75 inches
wide.
• The preferred University Center font is Optima.
(Optima Bold for signage)
• The UC logo cannot be distorted, skewed or
altered in anyway.
*In the next few months the University Center will be releasing templates, letterhead and other materials for
departmental use.
James R. Connor University Center Identity Standards
Reference Guide
June 18, 2012
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James R. Connor University Center - Integrated Marketing Communications Campaign 2012 - 2013
Event: ________________________________________ Date: _______________________
Purpose: ____________________________________________________________________
Target Audience: ________________________________________
Essential Information ______________________________________________________________________
__________________________________________________________________________________________
4 Weeks Prior to Event, Date: ________________
• Graphic Request Form flled out (dates, times, locations, rules, sponsors confrmed)
• Event submitted to Events Calendar
• Reserve room/catering
• __________________________________________________________________________________
• __________________________________________________________________________________
3 Weeks Prior to Event, Date: ________________
• Respond to media revisions
• __________________________________________________________________________________
• __________________________________________________________________________________
2 Weeks Prior to Event, Date: ________________
• __________ posters up on campus
• Table tent, digital signage and movie preview sent to C&LD (if possible)
• Confrm reservation/set-up
1 Week Prior to Event, Date: ________________
• Digital signage on UC and C&LD monitors
• Movie preview running (If possible)
• Information on UC social media (Getting U Connected, Facebook and Twitter)
• Information sent to This Week in Whitewater and Whitewater Banner (if applicable)
• Confrm headcount for catering
• __________________________________________________________________________________
• __________________________________________________________________________________
Week of Event, Date: ________________
• Digital signage on UC and C&LD monitors
• Information displayed in This Week In Whitewater (if applicable)
• Information displayed on The Whitewater Banner (if applicable)
• Information on UC social media (Getting U Connected, Facebook and Twitter)
• __________________________________________________________________________________
• __________________________________________________________________________________
Day of Event, Date: ________________
• __________________________________________________________________________________
• __________________________________________________________________________________
Post Event, Date: ________________
• Photos sent to UC Graphics & Marketing
• Photos displayed on UC social networks (if applicable)
• Post event sent to Whitewater Banner (if applicable)
• __________________________________________________________________________________
• __________________________________________________________________________________
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James R. Connor University Center - Integrated Marketing Communications Campaign 2012 - 2013
Conclusion
Integrated marketing communications is the key to successfully building and maintaining relationships
and increase brand awareness. IMC ensures the message from the company is reliable and thus
improves relationships with the target market. IMC is a necessity for the James R. Connor University
Center. In order to improve their brand image, the UC must unify their marketing efforts and
communicate in a shared voice.
This campaign is designed to promote the UC logo/slogan, improve communications with customers,
and more closely monitor social and digital marketing efforts. The combination of media (paid and
unpaid), public relations, direct marketing, promotions and social/digital media listed in this campaign
will assist the UC in increasing brand awareness, and improving their social/digital marketing efforts.
It is essential to the success of the University Center to achieve departmental buy-in of the UC brand and
shared marketing efforts. In order to gain trust and improve our brand image in the eyes of their target
market, all departments must communicate in a unifed voice.
Due to the continuously changing nature of UC staff and student employees, it is in the best interest for
the UC to continually document and evaluate their marketing efforts. The tactics outlined here will help
to build a measurable and repeatable process which will contribute to the growth and improvement of
the UC brand.
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