The Memorial Union Experience

Madison Community. Badger Family. Wisconsin Tradition.

Penetrate the cluttered media environment Illuminate the consumer

We are Invisible. Our effects are Ubiquitous.

All encompassing - full-service consortium

Mike Denruiter

Jennifer Dineen

Taylor Harvey

Molly Reich

Maggie Sams

Gemma Wilson

Strategic Foundations

What We Know

• The Union is a self-supporting, non-profit organization

o No tax dollars

• Mini Courses (short, informal, non-credit classes)

• Brat Stand and food truck

o Slow-roasted pork and fire-seared chicken

• Free music and film events

• A new outdoor recreation space: Alumni Park

MEMBERSHIP =

$$$$

SWOT Analysis

Opportunities

Threats

WeaknessesStrengths

• Nearby restaurants/bars with patios

(i.e. State Street Brats, Vintage,

Johnny O's)

• Reinvestment Project construction

• Terrace inaccessibility during winter

• Terrace

• Outdoor recreation (sailing, kayaking,

canoeing) and outdoor rentals

• Hoofers

• Terrace After Dark (free music & film

events)

• Mini Courses

• UW student/member-only benefits

• Increased social media = more

community engagement

Key Strategic Principles

• Maintain existing membership and target potential new members

• A strategic campaign emphasizing member benefits would be beneficial

• Union South services are also accessible with a Wisconsin Union membershipo Does not benefit Memorial Union to treat

Union South as a competitor

Creative Plan

Target Audience

• Active Community Members

o Young families

o Empty-nesters

• University Visitors o Conferences

o Performances

o Academics

• Recent Graduates o Lifetime membership

**Current UW students will benefit from these messages, but they will not be the target audience.**

Key Product Attributes

• Gorgeous location

• Waterfront access

• Great beer selection

• Watercraft parking

• Fabulous food and beverage selection

• Babcock Daily Scoop

• Free entertainment (movies, shows)

• *Always family friendly

There's only one Wisconsin Memorial Union.

Key Benefits of MembershipMembership benefits:

• Ability to purchase beer

• Outdoor sports

• Discounted activities/courses

• 10% discount in Union store

• Discount hotel rooms

Campaign Strategy & Positioning• There is another Union, but members gain access

to benefits at both facilities

• You don't have to be alumni to join!

• The Wisconsin Union is a place for the community to gather

• It is a place of tradition and nostalgia for alumni who went here years ago

• Proud alumni have the opportunity to give back to the community

• We will position this as the Union of Madison Community, the Badger Family and the Wisconsin Tradition

Creative Directives

• Advertise the benefits of Wisconsin Union membership

• Highlight the Reinvestment Project including the new and renovated facilities at Memorial Union

• Promote family-friendly events and activities

Campaign Messages

Campaign Media

• Newspaper advertisements o Highlight free events

o Weekly calendar

• Magazine ads o Local magazines

o Alumni publications

• Radioo Local stations

o Campus Radio

• Onlineo Banner ads

o E-newsletter

• Social mediao Facebook

o Instagram

o Twitter

o Pinterest

• Othero B-Cycle

Message Tone and Appeal• Emotional appeal

o The one-of-a-kind experience of Memorial Union

• Informational appeal o New features o New facilities

Tone:

• Friendly

• Informal

• Fun

The Union Experience Madison Community.Badger Family. Wisconsin Tradition.

It is one of a kind. Membership makes it.

Unifying Elements

Theme: "Community. Family. Tradition."

Memorial Union logo and slogan

Color palette

Creative Messaging Examples

Print

- Focuses on Madison Community & Union Reinvestment Project

- See that classic Lake Mendota sunset somewhere new -- brought to you only by the Memorial Union!

Radio

Event publicityRhythm and Booms:

CLICK HERE

http://onwisconsin.uwalumni.com/departments/scene/night-lights/

RadioMovie Night:

CLICK HERE

Outdoor

B-Cycle of Madison

• Advertising space on the body, wheels of bikes

• Targeting active community members

• Docking stations near Memorial Union

Internet

Banner Ads:

• Narrow focus

• Individual benefits/services

Internet

Social Media Facebook Events #terrace

http://www.youtube.com/watch?v=xov5_9177GI

Summary Pitch for the Client