duck brand campaign summary 2013apps-prssa.prsa.org/.../other/past/ducktape/osusummary.pdf · duck...

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Andi Fagan Annie Scheffe Mason Waldvogel Dr. Lori McKinnon, faculty adviser Oklahoma State University DUCK BRAND CAMPAIGN SUMMARY 2013 School of Media and Strategic Communications

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Andi Fagan Annie ScheffeMason Waldvogel

Dr. Lori McKinnon, faculty adviser

Oklahoma State University

DUCK BRAND CAMPAIGN SUMMARY

2013

School of Media andStrategic Communications

Recently launched, College Duck Tape, by Duck Brand, is available in 39 college and university logos. However, this campaign focuses specifically on Oklahoma State University branded College Duck Tape. Per the campaign brief, the primary target audience consists of OSU students. A secondary target includes OSU alumni. According to the campaign brief, most college students are familiar with duct tape. However, College Duck Tape is relatively new to the market and does not have a high level of awareness among college students and alumni.

This assumption was confirmed among OSU focus group participants. To gain more information about Duck Brand and its competitors, focus group sessions were held with members of the client’s target population. Students in a Research Methods course conducted six focus group sessions (approximately 10-12 respondents per group) with OSU undergraduate students and alumni to gain insight on Duck Brand.

Although participants regularly purchase OSU branded items, most had not seen the OSU Duck Brand tape before. Many did not feel they would have a use for the tape. However, after using the tape in the sessions, many felt it would be good for crafting or decorating purposes. Based on the suggested retail price of $9.99, most indicated that they would not purchase the product. However, many would be willing to pay between $3-$6 per roll. Interestingly, the majority of participants indicated that they would purchase the product if it were available in the OSU

Student Union where it could be purchased on Bursar accounts.

Participants did feel that their parents and other alumni would purchase the tape. They view this group as having more disposable income for OSU branded items, especially Duck Brand Tape.

Since focus group sessions were conducted prior to the campaign tailgate event, participants also were asked about tailgating experiences. Although many attend OSU tailgates, most do not plan the events themselves. Participants did think that tailgate organizers would use the OSU Duck Brand Tape. In general, good food, fun activities and friends were believed to make tailgates most enjoyable. Researchers also asked about participants’ social media use. Twitter was their preferred method of communication. Most also indicated that they follow OSU sponsored social media networks.

OBJECTIVES

• Build brand awareness for College Duck Tape on Campus• Communicate the fun and functional nature of the product• Target current students, but also incorporate alumni outreach where possible• Showcase Duck Brand tape at a tailgate event

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The following objectives were gathered from the campaign brief provided by PRSSA and the client.

“Because OSU Duck Tape is more decorative, I’d be more likely to decorate with it and to fix something.” - OSU Freshman Student

research

The OSU campaign team partnered with the School of Media and Strategic Communications (SMSC) to showcase OSU Duck Tape. The campaign timeline was planned around OSU’s homecoming game on Oct. 19, 2013. The school regularly hosts a homecoming tailgate that includes faculty, alumni, students, family and friends. SMSC provided printed communications, tailgate set up and event catering. The campaign team was responsible for social media and campus communications, decorations, and activities. OSU’s PRSSA

student chapter funded campaign team expenses. Since Duck Brand provided 18 rolls of OSU Duck Tape and SMSC partnered with the tailgate event, team expenses were minimal. Approximately $105 was spent on team budgeted items as detailed in the appendix.

To build brand awareness and to communicate the fun/functional nature of OSU Duck Tape, a two-phase campaign approach was adopted. The first phase of the campaign encouraged OSU

Planning

Overall, the campaign proved successful. Despite the early start time and cold weather, the SMSC homecoming tailgate was well attended. Participants took all 120 OSU Duck Tape mustaches created for the event. A Google analysis of the SMSC Facebook page for homecoming week indicates 928 people engaged (+169.8%) and a total reach of 22,547 (+977.3%). Participants also tweeted/re-tweeted about the event. A post-event online survey of

photo booth participants indicated that the OSU Duck Tape brand was noticed in props, decorations and mustaches. Photo booth participants indicated that they kept the mustaches and took photos outside of the tailgate with them. Many also said that they would purchase OSU branded Duck Tape in the future. The campaign managed to raise awareness among the target population while communicating OSU Duck Tape’s fun and functional nature. Go Pokes!

Evaluation

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influencers to be creative with OSU Duck Tape. Two weeks prior to the tailgate event, OSU campus influencers were contacted and asked to participate in the campaign. Each influencer received a roll of OSU Duck Tape and a roll of black Duck Tape. OSU influencers were asked to craft a spirit item, take a photo and email it to the campaign team to be shared on social media. During the week prior to homecoming, photos where posted to SMSC’s social media pages to raise awareness about the tailgate event. Influencers also were encouraged to share photos on their own social media pages using the campaign hashtag, #OSUstuckonDuck. Influencers included: OSU alum and Stillwater Mayor John Bartley; OSU Pom Squad members; OSU Cowboy Marching Band members; OSU alum and star from The Voice, Adley Stump; OSU alum, professor and City Council Member, Gina Noble; Miss OSU 2014, Ali Brooks; OSU alum and official Campus Concierge, Matt Fletcher; SMSC professors, Director Derina Holtzhausen and Dr. Cynthia Nichols. Creative tweets/posts were created to accompany submitted photos. The appendix includes a list of influencers, SMSC tweets/posts and submitted photos.

The second phase of the campaign culminated with the SMSC

homecoming tailgate. Campus communications and social media tweets/posts encouraged alumni and students to attend the event. Due to an early game start time, Panera Bread catered breakfast items. Table centerpieces consisted of OSU Duck Tape containers with Pistol Pete-style mustaches on an OSU Duck Tape stick. For children attending, the event included a find the duck “marked OSU” in the pool game. A blow-up duck pool wearing an OSU Duck Tape cowboy hat was filled with orange water to reflect campus traditions. All game participants won candy. The highlight of the event was a photo booth with a western backdrop and OSU Duck Tape props. Attendees were encouraged to grab a mustache and pose in the photo booth. Each party was asked to leave an email or other contact information. Group photos were shared with participants in an email asking them to complete a short follow up survey. Images from the event were posted on SMSC social media sites. All mustaches included the campaign hashtag, #OSUstuckonDuck. A game day competition asked attendees to take the mustaches from the tailgate into other areas of campus or the football game and tweet/post photos with #OSUstuckonDuck. Participants were entered into a drawing for prizes. Those prizes were awarded during the week following the competition.

Facebook analytics screenshot taken after the tailgating event and social media campaign.

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OSU Influencer Communications

Lists of projects, and tweets/posts included: • OSU alum, Mayor John Bartley, declares that SMSC’s homecoming tailgate is sure to be a success #OSUstuckonDuck. Created

OSU Duck Tape wallet and iPad case.• OSU Pom cheers for SMSC’s homecoming tailgate #OSUstuckonDuck. Created pom poms and held Duck Brand sign.• OSU Cowboy Marching Band members sound support for SMSC’s homecoming tailgate #OSUstuckonDuck. Posed with

instruments and Duck Brand sign.• OSU alum, Adley Stump, sings praises for SMSC homecoming tailgate #OSUstuckonDuck. Sang into her Duck Tape microphone.• OSU alum, professor and city council member Gina Noble gears up for SMSC’s homecoming tailgate #OSUstuckonDuck. Wore

Duck Tape visor and held Duck Tape football.• Miss OSU 2014 Ali Brooks supports SMSC’s homecoming tailgate and her platform Feeding Hope: Fighting Youth Hunger

#OSUstuckonDuck. Posed with Duck Tape plate and silverware.• OSU alum and official Campus Concierge Matt Fletcher tips his hat to SMSC’s homecoming tailgate #OSUstuckonDuck. Created

OSU Duck Tape cowboy hat.• OSU professors, Director Derina Holtzhausen and Dr. Cynthia Nichols get their ‘stache on for SMSC’s homecoming tailgate. Posed

with campaign mustaches.

Appendix

Mayor John Bartley and daughter

OSU alum Adley Stump Miss OSU 2014 Ali Brooks Members of the Cowboy Marching Band

Provided items:

Duck Tape Brand Provided: 18 rolls of OSU Duck Tape

SMSC Provided Items: catering, tent rental, table/chair rental, invitations to SMSC alumni, prizes (candy, SMSC sweatshirts, OSU letter openers), card-stock photocopies (mustaches, props, game day contest rules).

PRSSA Team Expenses (rounded to nearest dollar):

Total: $105

10 rolls of black Duck Tape, $331 western backdrop, $16 3 black tablecloths, $43 OSU tablecloths, $111 blow up duck pool for game, $81 package football mini-rubber ducks, $103 cowboy hats, $114 packages of craft sticks, $12

Detailed Budget(Rounded to the nearest dollar)

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Homecoming Tailgate Event

Selected Sur vey Results

Photos taken at the SMSC Homecoming Tailgate event

For a complete report on the post-tailgate survey, please visit okla.st/smscsurvey.