mktg 225 final project

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    AUBs 150th Anniversary

    Marketing 225

    Ms. Leila Khauli

    By: Samir Akkaoui, Sarah Ayoub, Ghadeer Hamati,

    Amani Khadhraoui, & Imad Mawlawi

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    Table of Contents Introduction .................................................................................................................................................. 4

    Brand Personality .......................................................................................................................................... 4

    Situation Analysis .......................................................................................................................................... 4

    Positioning Strategy .................................................................................................................................. 5

    Message Strategy ...................................................................................................................................... 6

    Media Strategy .......................................................................................................................................... 6

    Direct Marketing ....................................................................................................................................... 6

    Public Relations and Buzz Marketing ........................................................................................................ 7

    Budget ....................................................................................................................................................... 7

    Target Market Analysis ................................................................................................................................. 8

    L E A R N E R ................................................................................................................................ 8

    E A R N E R ................................................................................................................................ 9

    R E T U R N E R ........................................................................................................................... 9

    Social Media Strategy: ................................................................................................................................ 10

    Social Media presence analysis: .............................................................................................................. 10

    Content Ideas: ......................................................................................................................................... 10

    Plan of Action .............................................................................................................................................. 13

    Grand festivities for the 150th .................................................................................................................... 14

    AUB In The Sky- Teaser campaign for the carnival ................................................................................. 14

    Light Show event ..................................................................................................................................... 15

    Light the skies Festival ............................................................................................................................ 15

    Gala Dinner ............................................................................................................................................. 17

    KPI: ...................................................................................................................................................... 17

    Budgeting: ........................................................................................................................................... 17

    AUB Day of Giving ................................................................................................................................... 18

    Connect AUB Students and Alumni ............................................................................................................ 19

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    Campus Love ................................................................................................................................. 19

    International Students day ..................................................................................................................... 20

    AUB talks Whats your story? .............................................................................................................. 21

    Reunion Weekend ................................................................................................................................... 21

    Event Details: ...................................................................................................................................... 22

    Cost: .................................................................................................................................................... 23

    KPI: ...................................................................................................................................................... 23

    AUB networking series- Catch the series in a city near you ................................................................... 24

    6 tips for surviving at Networking Events: .............................................................................................. 24

    WOAUB Women of AUB ...................................................................................................................... 25

    Objectives: .......................................................................................................................................... 26

    Global Opportunities............................................................................................................................... 26

    Leave your mark at AUB.......................................................................................................................... 28

    Integrated Marketing Communications ...................................................................................................... 29

    Introduction ............................................................................................................................................ 29

    Mobile App .............................................................................................................................................. 29

    Video 1 - AUB stories .............................................................................................................................. 30

    Video 2 We Make History .................................................................................................................... 30

    Branding Items ........................................................................................................................................ 32

    AUB commemorative calendar: .......................................................................................................... 32

    BLISS joins the celebrations ........................................................................................................................ 33

    Timeline of Events ....................................................................................................................................... 34

    How do our Ideas match project objectives ............................................................................................... 35

    Works Cited ................................................................................................................................................. 37

    Appendix ..................................................................................................................................................... 38

    Appendix 1- Overall summary of the surveys (research) ........................................................................ 38

    Appendix 2 - Findings from our Primary Research (snapshots of all answers from survey) .................. 39

    Students Survey .................................................................................................................................. 39

    Alumni Survey: .................................................................................................................................... 40

    Appendix 3: Social media analysis .......................................................................................................... 43

    Appendix 4 - Detailed budget sheets ...................................................................................................... 44

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    Appendix 5: Cumulative Budget Sheets .................................................................................................. 45

    Introduction

    As one of the most prestigious and prominent universities in the middle-east, AUB has

    become more than a simple educational institution. It is looked at as one of the most iconic

    foundations in the Beirut as well as a heavenly spot in the smoke-filled city. AUB was founded

    on December 3rd, 1866 by the American Protestant missionary Daniel Bliss. And since then, it

    was dedicated towards providing excellence and development to the education and research

    along with creating a positive social impact on the region. With the beginning of 2016, A