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, AUB will

    be celebrating its 150 years of great achievements and transformative impact. That is why; we

    were approached by the Worldwide Alumni Association AUB to work on creating a full

    marketing campaign dedicated to the anniversary. While we believe that this campaign

    presents a great opportunity for us as marketers, we are fully aware of the challenges we are

    facing due to the budget restrictions and the time limitation.

    Brand Personality Our brand; the 150th anniversary of AUB must reflect a certain personality that relates

    to our target audience. Our audience is characterized with a high intellectual level and a

    significant influence on the society. Hence, our brand is perceived as influential, prestigious,

    innovative and distinguished.

    Situation Analysis The upcoming AUBs 150th anniversary is looked at as one of the most iconic events in

    the history of the university. The 150th campaign has an ultimate goal to highlight AUBs role in

    the region as a leader in quality education and degree innovation in comparison to

    competitors. Hence, in order for us to achieve a successful campaign, we need to build a deep

    understanding of AUBs internal structure along with the external factors that will have an

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    impact on the campaign. December 3rd, 1866 AUB held its first classes with 16 students and

    since then it had held itself responsible for providing excellence in education, to participate in

    the advancement of knowledge through research, and to serve the peoples of the Middle East

    and beyond. And indeed after 150 years, AUB has managed to build itself a strong competitive

    brand name in the market and a quiet respectful reputation. It is widely recognized as a market

    leader in Lebanon in specific and in the Mena region in general as it is ranked among the top 5

    universities of the region (AUB maintains,2013). AUB has also a significant proprietary

    technology that contributes to the education and the research of it students and faculty. And

    lets not forget to mention its important accreditations along with its iconic campus that is

    considered as a national asset for Lebanon. However, during the last couple of years, AUB

    became characterized with a narrow service line that contradicts with its innovative vision,

    especially that competitors such as LAU, are penetrating new markets with new services like

    the Elie Saab School of Fashion. Hence, in order for AUB to regain its leader position in the

    market, certain opportunities had to be created or taken advantage of. Perhaps, the most

    significant one is the importance of AUBs alumni base. One of AUBs greatest external

    resources is its network of worldwide alumni. AUB graduates are influential leaders in all sorts

    of fields and in more than 100 countries around the world. These men and women present an

    instrumental legacy to the University both as an institution and a community. That is why;

    World Wide Alumni Association AUB (WAAAUB) was created. This invaluable opportunity will

    be an important part in our 150th campaign. After some research we noticed that WAAAUB is

    quite weak in terms of reaching Alumni and pulling them towards donating to AUB and

    interacting with its alumni. Hence, our campaign will take part in enhancing the communication

    and marketing strategy of WAAAUB in order to attract more Alumni to join the association and

    engage more actively. New technologies and social media will be heavily exploited to

    resourcefully manage between the worldwide chapters and AUBs alumni outside of Lebanon.

    Positioning Strategy

    In order for us to have a successful campaign, a better understanding of our positioning

    strategy had to be set. Positioning will be based on setting AUBs brand apart on the basis of

    attributes and benefits sought by the target market. The celebration of the 150th anniversary

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    will be positioned in the consumers mind as a reflection of the notable history of AUB, its

    prestigious educational quality, its remarkable achievements through the 150 years, its rich

    pool of global human resources ( Students, Alumni and Faculty) and finally its futuristic and

    innovative visions. Basically our Positioning statement would be that Indeed AUB makes

    history.

    Message Strategy

    The message communicated to the audience will emphasize on the positioning

    statement and hence on the benefits and the attributes that the brand offers. It will be a two

    sided message that will address the difficulties AUB faced and how it dealt with them to reach

    its distinguished achievements. This structure will be used since we are addressing a highly

    educated audience that will be better convinced through a two sided message structure. We

    also believe that in order for this message to communicate effectively both a rational and an

    emotional appeal should be used. The informational appeal will focus on communicating the

    benefits sought and it will emphasize on logics and facts. On the other hand, the emotional

    appeal will work on stimulating feelings such as pride, joy and nostalgia.

    Media Strategy

    The media strategy will be executed according to the target audience and which media

    channel it will respond to and engage with more effectively. Hence, we will use a diverse pool

    of media starting from Radio ads, to collateral media and Social media. These media means,

    must work in a synergic way to correspond to our general IMC strategy.

    Direct Marketing

    A direct...