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Might Inc Campaign Book Final FINAL

The University Club of Orlando is a private club founded in 1926 that has experienced declining membership and revenues in recent years. It is located in downtown Orlando and focuses on philanthropic activities like educational scholarships. While the club was traditionally only for white males, it now has a more diverse membership since changing laws in the 1990s prohibited exclusionary practices. The club aims to provide meaningful connections and opportunities for professional and career success through networking and events. However, it faces challenges in adapting to societal trends toward less rigid traditions and a more casual environment.

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UNIVERSITY CLUB OF es t. ORLANDO 1 926
mIGHT we hey! MIGHTY: (noun) Possessing great and impressive power or strength. With specif ically designed strategy and relentless creative thinking, Mighty Inc. strives to engineer incredible feats of advertising that “WOW” our clients every time. )URPDIHZEODQNSLHFHVRISDSHUWRWKHêQLVKHGSURGXFWRXUWHDPZRUNV tirelessly to provide groundbreaking research, incredible creative ideas, and per-fectly oriented campaign executions. O.K. is unacceptable. Our work is outstanding. WE ARE MIGHTY. will harris Inspired by people, Will seeks to take this inspiration and spread it through his work. As Account Executive, he acts as our primary link to our Clients. His superpower is shape-shifting into anything our clients need to ensure ultimate satisfaction. Outside of advertising, you’ll f ind him playing basketball, reading a good book, or sipping on some coffee. elcin ulu Elcin is originally from Turkey. She is an Advertising major and will be graduating in December 2014. Here at Mighty, she is trusted with the vital task of Intelligence Gathering through conduction and analysis of Research. Her superpower is entering the mind of consumers to extract insights in order to enable Mighty to create effective strategy. She competes for the college golf team and National Golf team back in her home country.
are mIGHT Y iNC. trevor brown Trevor is an advertising senior at the University of Florida. He’s worked with small business owners and marketing firms in Orlando, as well as The Alligator newspaper in Gainesville. Trevor has a great mind for creative advertising and stays dedicated to client beliefs. At Mighty Inc., Trevor’s superpower is engineering effective strategy, armed with nothing but his mind and the power of research insights. erica freeman Erica is an advertising major at the University of Florida, graduating this December, 2014. At Mighty, she is our Media Master, in charge of all planning and buying outlets that allow us to effectively and eff iciently reach our audiences. She enjoys playing soccer, running and teaching in her free time. ria burgos Ria is a senior Advertising major at the University of Florida with a concentration in Art and Art History and a Masters Certif icate in Web Design. She loves art, dogs, music, and beautifully designed things. She disarms communication challenges through the power of copy and defeats them with out-of-the-box thinking and well-executed creative solutions. When she’s not at Mighty, she works with Raw Revolutions as Graphic Design Social Media extraordinaire.
UNIVERSITY CLUB OF e st. LANDO 1 9 2 6 ORmIGHTY iNC. MIGHTY INC. Presents:
TABLE OF CONTENTS 10 EXECUTIVE SUMMARY 13 SITUATION ANALYSIS 14 Industry Analysis 20 Company Analysis 28 Prospect Evaluation 34 Competitive Analysis 46 Research
120 Media Plan 136 Budget 140 Additional Suggestions 144 Plan Evaluation 148 appendix 56 S.W.O.T. Analysis 60 Marketing Strategy 66 Integrated Marketing Communications 68 Target Audience 71 Advertising 73 Public Relations 78 Brand Guidelines 82 Internal Productions 98 Creative Propositions
EXECUTIVE SUMMARY 10
11 The Universi!y Club of Orlando is a private club founded by !wen!y-ve college graduates in 1926. Since then, it has played a big role in establishing a successful communi!y in downtown Orlando. Whether it is by hosting chari!y events, donating scholarships, or simply providing a place for bright minds to meet and discuss ideas to be!ter the communi!y, the Universi!y Club has always been a champion of success. In recent years, though, the private club industry as a whole has taken a hit, the Universi!y Club included. Socie!y as a whole is changing, and it is up to the Universi!y Club to cater to the changing demands of socie!y without sacricing it’s core values of fellowship, philanthropy, and success. Migh!y Inc. believes that, by extensive research and insight-based strategy, we will be able to bring the Universi!y Club brand up to date simply by conveying the values that it was founded upon. Our primary research gave us a number of helpful insights. Migh!y Inc. found that many people did not know what the Universi!y Club of Orlando was, and everyone who heard the name thought that it sounded snobby, superior, and old fashioned. There is evidence, though, that people are open, and even looking for an organization like this to join. People want a place that they can meet new people and make friendships that are benecial for both personal and professional reasons. Our surveys to the existing members helped us greatly in forming a creative strategy. Migh!y Inc. found that what people enjoy most about the Universi!y Club is the meaningful friendships, and the tight-knit feel that comes with being a member. The la!ter point was particularly highlighted when Migh!y Inc. took their team visit to the club, as we heard multiple times that a#er the rst or second time someone came to the Universi!y Club that almost everyone remembered their name, and they felt a part of the group already. So, when dra#ing a theme for the campaign, Migh!y Inc. wanted to highlight these aspects of the club that people most o#en mentioned: meaningful friendships, tight-knit communi!y, and ne!working. Migh!y Inc. also want to highlight the philanthropy that the Universi!y Club does, to show that they really do care about the communi!y around them, and exist to see it succeed. Migh!y Inc. has a few specic tactics that we recommend using as platforms to tell this story to our target market of business-professional adults ages 25-40 in the Orlando area. Migh!y Inc. recommends using the Orlando Sentinel, Orlando Magazine, a direct mail package, a new mobile application for members, updated social media sites, and all new print material for the club, including information packets, business cards, newsle!ter templates, etc. We known that through these media channels, we will be able to successfully convey the Universi!y Club as a friendly, purposeful, and generous organization that desires to see the communi!y around it grow.
SITUATION ANALYSIS
SITUATION ANALYSIS INDUSTRY ANALYSIS INTRODUCTION To be honest, the fu!ure of the private club industry does not look so bright. According to research by the McMahon Group, in the years 2000-2010, the number of private clubs has fallen 10%, following 6% in the decade prior26. 14 The Universi!y Club of Orlando has clearly been a$ected as well, as is has lost money in ve of the past six years, and seen it’s membership fall by nearly 100 members from 2011 to 2014 28. Trends in the industry are mainly in reaction to changes in the socie!y they seek to serve. There are !wo major societal trends that clubs must seek to mirror: a less strict adhering to tradition, and an increasing emphasis on career success among women25. Typically, tradition is in the DNA of a private club. Members who have been there for a long time stay there because it adheres to the traditions they’re accustomed to. Socie!y as a whole, however, is moving away from tradition. The emphasis is now on the individual, and forging your own path. The clubs that are nding success are the ones that are adapting to this. What this looks like for clubs is less strict rules, a more 3% 0% -3% -6% -9% -12% -15% -18% Growth Rate of Private Clubs 1990 1995 2000 2005 2010
15 casual environment, welcoming of technology, and a more diverse membership. Most researchers agree, though, that changing of socie!y doesn’t mean the death of the private club, it just means a major change in it. Another change in socie!y that clubs must work to cater to is an increasing emphasis on career success among women. Two-thirds of women now say that career success is extremely important to them24. Initially, this may sound like it wouldn’t have a major impact on the club industry because they are primarily male. What this means, though, is that men are now expected to take care of their kids more, thus giving them less free time to spend at a club. So, even though increased career interest results in more disposable income, which is favorable for clubs, people don’t have time to spend their money The way clubs have adapted to this is by making them more family friendly. Facilities are now including activities like pools are separate rooms tailored for kids. This way, parents can still spend time with their kids and spend time at the club. Also worth noting, we believe that we can !urn this career emphasis into an oppor!uni!y for the club. Many of our surveys listed ne!working as one of if not the most important a!tribute of the Universi!y Club. If we can promote club membership as benecial to career success, we should be able to a!tract a lot of this crowd.
Social Changes For the rst time, single adults outnumber married couples—50.2%. The traditional household isn’t as popular as before with the new generation’s more a%uent men and women. 23% of men and 17% of women aged 25 and older have never been married, according to Pew research results 27. 16 Being married isn’t considered a sta!us symbol as it once was, and more importantly, a lot of the implications that once came with being married are quickly becoming archaic. Men aren’t joining clubs and bringing their wives; women are joining clubs themselves. In the information age, people want less to be dened by their careers, and more by their personal values and merits. They are less likely to stay with one job, and are more likely to leave an organization if they are dissatised. The traditional 9-5 work week is much less, much because of the 24-hour real time communication that the Internet and mobile revolution have caused. Ultimately, the balance of power has shi#ed from corporations and more to the workers. This is an important parallel for social clubs and the like. The new generation of club members will generally have no problem jumping ship if club membership is not o$ering what they want, instead of staying to keep up appearances. 17% Adults 25+ in the U.S.A. 83% 23% MEn Women Other Never Been Married 77%
17 DEMOGRAPHICS PSYCHOGRaPHICS Country clubs and similar groups at their inception in the early 1900s were traditionally comprised exclusively of Protestant Caucasian men, and it was accepted by socie!y. Because of the combination of legislation and social changes, it is perceived as discriminatory against women and minorities. Although there are clearly other reasons that certain people are selected for club membership beyond race, gender and creed, they are still highly important parts of the demographic concerns for the club industry. Religion for example, is dramatically changing its role in America. A recent Pew poll reported that 72% of those surveyed believe that religion is losing its inluence on American life. Considering that the other aspects of club membership usually revolve around being successful, there are some key facts that the club will need be aware of: Women make up a larger percent of corporate businesses than in the past. According to the Census bureau, women made up 51.5% of high paying professional job holders in 2013. The Hispanic/ Latino population is increasing—it is projected to be the largest group by 2043, but no specic ethnic group will be the majori!y. African- American buying power is projected to reach $1.1 trillion by 2015 high paying professional job holders Male Female 48.5% 51.5% In any case, the club industry should be cognizant of the diversication of the American population, and carefully consider the criteria that membership candidates are evaluated by.
ECONOMICS Overall, growth is slow, but it is positive. Real Gross Domestic Product, projected at 2.8 percent for 2014, is higher than the 1.9 percent recorded in 2013. In 2014, the unemployment rate is projected at 6.4 percent, as compared to 7.4 percent in 2013 and disposable income has grown 3.2% since 2009, to $37,038 as of the !rst quarter of 201413. e economic conditions are not as much as of a negative concern to the club industry as it was in the !rst few years a#er the recession of 2008, but the club industry should be mindful about their target audience’s perception of the recovering economy: According to the Pew research center, 66% believe that the economy is recovering, but not so strongly. 18 2.8 2.4 2.0 1.6 1.2 .8 0 2013 2014 .4 Projected Gross Domestic Product Growth 2013 2014 7.0 6.0 5.0 4.0 3.0 2.0 1.0 0 Projected Unemployment Rates
19 38,500 38,000 37,500 37,000 36,500 36,000 35,500 0 Disposable Income 2009 2010 2011 2012 2013 2014 INDUSTRY AVERAGES Clubs experienced an average net loss of 5 members last year and an average of 27 newcomers joined, with 21 resignations. is indicates that, as a normative problem, club membership isn’t providing enough value for new members, or that the dues they are paying aren’t being justi!ed. As far as clubs being able to prosper without a large membership base, generating revenue from outside sources like events, public displays, and similar functions is an opportunity for growth. And there is some evidence that clubs have been trending towards this: the revenue generated from non-members and general audiences in 2013 increased to an average of 10.5% of total revenue.
SITUATION ANALYSIS Company ANALYSIS HISTORY Twen!y-ve college graduates established the Universi!y Club of Orlando in 1926.3 The Universi!y Club of Orlando is the most prestigious and oldest social club in Orlando. The club is located in the middle of downtown Orlando near Lake Eola. They have been in their current location for #y-ve years.3 The Universi!y Club of Orlando mainly focuses on education through scholarship for local universities such as the Universi!y of Central Florida, Valencia State College, Florida Agricul!ural and Mechanical Universi!y’s College of Law and Hamilton Holt School at Rollins College.3 In 2014, the club has donated more than $1.5 billion to education.3 The Universi!y Club of Orlando’s goal is to give fu!ure generations oppor!unities that will open doors and lead to success. 20 The Universi!y Club of Orlando is unique because the club has a core group of diverse members. In order to become a member at the club, a person must receive a personal invitation from an established member of the club. Prior to 1990, the Universi!y Club of Orlando only had white male members.28 In 1992, the Gordon bill placed restrictions on exclusionary practices, forcing private clubs to accept women and allow them to have equal access.28 The First African American male member joined the club in 1992 and the rst female member joined in 1993.28 Today, the club is nine!y percent male and ten percent female.28 The previous president was a female.28 The Universi!y Club of Orlando had 700 members, the most members it has had, during the “boom” period in the late 80s and
early 90s.28 Members at the Universi!y club of Orlando today are successful, professional individuals such as business leaders and politicians. The current president of the Universi!y Club of Orlando is David Cloud, who has been a member since 1995.28 In 1995, the IRS produced a tax law reform, which really impacted the business as a whole because members could no longer write o$ their dues as a tax deduction.28 21 University Club Gender Distribution Male 90% Female 10% * Total members 270 Female Male
The Universi!y Club of Orlando is a non-prot ci!y club, which relates more to a business club. This is the closest experience for many of the members in working life to life in a college fraterni!y. The club shares similarities with a country club it club does not include golf facilities. The club o$ers a restaurant, workout facilities, racquetball courts, meeting spaces, a barbershop and massage therapy.3 Universi!y Club provides a place for its members to socialize, conduct business meetings and focus on a healthy lifes!yle through their culinary and tness accommodations. The club also has a vintage feel for an array of private events, including association luncheons, dinners, holiday parties and wedding receptions.3 The club’s busiest season is from January until May and is from September until December and the slowest season is the Summer.28 Universi!y Club of Orlando is a place for members to relax, ne!work and make life-long memories. 22 Tuesday night is member night at the club where the members gather and participate in various social activities.28The members usually have dinner, drinks and certain nights there will be a speaker or di$erent !ypes of programs. Recently, the club tried to implement a corporate category for young professionals, where they pay lower dues but get the benet of the club.28 However, the younger members did not feel included at the club. In 2009, the club insti!uted a “cocktails for a cause” program where the club partners with non-prots to host an event to help them raise money for their cause.28 The program has raised over $600,000 to local non-prots.28 The club also has a golf tournament every year that raises be!ween $8,000 to $10,000.28 Universi!y Club has recently insti!uted an Art for Education event, in which an art gallery is set in the club. This event is opened to the public and has proven to be extremely successful .28 SERVICES BENEFITS
23 The members of the Universi!y Club of Orlando have several benets with their membership including3: ◉ A notary service ◉ Hotel Discount ◉ Members can enjoy discounted rates at the Embassy Suites Downtown ◉ Sports Tickets ◉ Discounted Magic Basketball Tickets ◉ Theater tickets ◉ Discounted tickets to Broadway Across America events ◉ Local Golf Benets and reciprocal clubs around the world. The Club has several facilities including3 : ◉ Three private meeting rooms ◉ Sleeping/nap room ◉ Card room ◉ Billiard room ◉ Sauna ◉ Individual whirlpool baths ◉ Dining room ◉ Free weights ◉ Library ◉ Cardiovascular Equipment ◉ Living room ◉ Peppermill Lounge ◉ Three racquetball courts ◉ Basketball courts ◉ Heavy and speed bags
PLACE The Universi!y Club is located in the middle of downtown Orlando, near to Lake Eola. The Club has been in its current location for #y-ve years. However, the Club is currently in the process of transitioning into a new building. The Club is currently engaged in contract negotiations to build a new facili!y on the same site and thus, will be wanting for meeting space for approximately 18 months. In order to keep our current members engaged during the rebuilding time period, Might Inc. suggests hosting events in a venue near the Club’s current location. Since the Club already has a standing relationship with the Embassy Suites Hotel, Migh!y Inc. suggests the events for 2015 and 2016 calendar be hosted there, Since renting venues is costly, Migh!y Inc suggests fewer events are hosted during the rebuilding period. 24 Suggested events for the 2015-2016 Calendar: ◉ Member night !wice a month (50-70 people) ◉ Open house nights once every !wo months (50-100 people) ◉ Cocktails for a Cause or miscellaneous events once a month (100 people) ◉ The New Year Banquet once a year on a Friday night (100-200 people) ◉ Arts for Education once a year on a Friday night in September (100-200 people) ◉ Fight Night once a year in October (100-200 people) ◉ The Annual Scholarship Dinner and Founders Banquet once a year on a Friday night in October (100-200 people)
Price Pricing of benets varies at the Universi!y Club of Orlando. There are many di$erent tiers to membership, each coming with di$erent pricing. Memberships start o$ at a lower price, then gradually grow, which is helpful in a!tracting people who may have initial interest, but are not sure if they would want to pay full membership dues. There is also an “Associate Executive” membership for people under the age of 30. These members pay a reduced monthly fee, making membership more accessible to younger people. This pricing model is good because it o$ers discount rates in the beginning to draw people in, and relies on the club’s outstanding services to keep them as members. 25 University Club Gender Distribution Male 90% Female 10% * Total members 270 Female Male U'()*+,(-. C/01 M*21*+,3(4,
The club has done many promotions through the years such as press releases related to various charitable events hosted at the venue, the club website through search engine optimization, free business listings and fea!ures on various directories and wedding websites, and direct marketing through current membership.28 The club also uses internal email blasts to announce upcoming events and to maximize member participation.28 26 WEBSITE The club has a website which they primarily use to create awareness of the club within the communi!y. The website has !wo parts including one for the entire public and an internal site for members. The public website gives information about the Club’s background, while the back end of the website focuses on keeping members in touch with the upcoming events. The website provides basic information about the membership. To learn more about the Club and its membership requirements and pricing, potential members should contact the club management team. However, the website lacks information for potential members. For example, the back end of the website includes in-depth information for the benet of the club and membership fees. But the public view of the website has very li!tle information about these topics. Furthermore, the Club has their contact information on every page of their website which makes it easier for visitors to contact the club to learn more about how to become a members in fu!ure. PROMOTION
27 Facebook The Club’s Facebook page provides in depth information about the club and its upcoming social and charitable events. The club provides information about wedding services and information on how to set up meetings for their members. The Club showcases its many events through posting pic!ures. On their Facebook website, pic!ures are sorted by events, which makes it easier for their members to navigate their galleries. The club also introduces their management team, miking it personable. Unfor!unately, the Facebook page does not have much engagement. In order to a!tract potential consumers and brand the Club e$ectively, the migh!y Inc. will post on the Universi!y Club of Orlando’s facebook page regularly with an entertaining and informative content. LINKeDIN The Universi!y Orlando also has a LinkedIn account, which is a great way to connect people and companies. The club provides basic information on the LinkedIn site including, address, website, and services that they o$er. The club has not been using its LinkedIn account very e$ectively. Migh!y Inc. will address this issue by keeping the Linkedin page more active and post useful and actionable updates on a regular basis. Migh!y Inc. will be posting relevant and interesting posts to increase likabili!y and inspire trust from both current and potential customer.
SITUATION ANALYSIS PROSPECT EVALUATION 28 CURRENT CONSUMERS As of August 2014, The Universi!y Club of Orlando has 270 members, 90 percent of which are male, 10 percent female.28 The club is currently made up of a combination of consumer groups and business professionals who live in Orlando or work within a ten mile radius of downtown Orlando. Based on Migh!y Inc’s survey results, the members of the club !ypically consist of consumers seeking associational benets including food and beverage operations and a!tendance at social events. Members of the club also support education and enjoy giving back to the communi!y.28 According to primary research, the Universi!y Club of Orlando’s current consumers are married, with children, middle aged professionals with active lifes!yles. They currently have a household income of $120,000 and above and are !ypically involved in the real estate profession and are involved in business associations and golf clubs. They also enjoy working out and playing golf. We also found that 86% of current members had friends who were already members of the club prior to their induction. During our research, Migh!y Inc. learned that one of the main reason current members continue their membership at the Club is to ne!work and build relationships with Central Florida business professionals. University Club Gender Distribution Male 90% Female 10% * Total members 270 Female Male
29 Prospect Target Market The target audience for the Universi!y Club of Orlando includes married, middle aged, business professionals with active lifes!yles, who are sport enthusiasts who earn household incomes of $120,000 and above (Might Inc. Research). The potential consumers for the Universi!y Club of Orlando are professionals that are deemed acceptable membership candidates by invitation through a current member or through a member serving on the membership commi!tee. In looking to the fu!ure, it is necessary to recruit younger generations into the club. Younger generations are increasingly focused on health and tness, therefore adding value to the club’s tness facilities. The tness facili!y a!tracts not only younger generations, but Baby Boomers as well, due to the overall increasing trend towards a healthier lifes!yle. Ci!y Clubs will need to expand their appeal to women, according to the Pew research, saying that !wo-thirds of women, aged 18-34 indicate career success is very important to them.22 Club’s professional, business related benets will appeal to women looking to expand their professional career. The Universi!y Club of Orlando’s potential target market will also be interested in family activities within the club because a majori!y of them are married, with children (Migh!y Inc. Research)
Product Usage The Universi!y Club of Orlando was established with the intent to provide a place for individuals with similar interests to dine, socialize and conduct business. According to primary research, a majori!y of members joined the club because of either family lineage in the club or were invited in by a colleague who was a member. For the private events at the club, there has been an average of 10% growth each year since 2009 and 40% of the clubs food and beverage revenue is derived from private events.28 In order to be successful in increasing the usage of the club, Migh!y Inc will address the current male dominated cul!ure of the club to include a more diverse and ethnic demographic. A majori!y of the members of the Universi!y Club of Orlando are satised with the services at the club and have beneted from these services (Migh!y Inc. Research). 30 According to Migh!y Inc’s survey results, 100% of the current members are planning on renewing their membership, exemplifying the value in being a member at the Universi!y Club of Orlando. Club Food/beverage Revenue 40% 60% Private events experience ~10% yearly growth since 2009 Private Events Other
31 Consumer Perception Population Trends The current public perception of the Universi!y Club of Orlando is a “father’s club” or “the old white mans club.”28 According to the Migh!y Inc’s survey results, when asked what comes to mind when hearing “Universi!y Club,” a majori!y of responses included the words “old” or “social.” ( Migh!y Inc. Research). Our research showed that consumers continue to see private clubs as an enti!y appealing primarily to men rather than women. We also learned that some members of feel that the Club’s services are not up to par for what they pay in dues. Furthermore, research showed that many members are unhappy with the state of the Club’s facilities, which could be a factor for recent decreases in membership. There will be signicant increase in the number of older Americans as the Baby Boomers generation gets older.4 This generation of Boomers lead active lifes!yles but health problems may a$ect a generation with such large numbers. Therefore, diet and exercise will continue to increase in importance within the next couple of years. Ci!y clubs provide tness and health programs to target this segment of the market but much more can be done in this arena. According to McKinsey Quarterly, experts predict that Boomer expendi!ures will account for 40% of all U.S. spending by 2015 due to size and a%uence. Around 25% of Boomers, those with incomes greater than $100,000 and a net worth in excess of a million dollars, represent the core market for country clubs as well.4 There is also a trend towards more single living because of higher divorce rates. With that comes the need for greater social connectedness, inluencing Boomers to search for new sources of communi!y, which is a great oppor!uni!y for country or ci!y clubs to exploit.4
Today private clubs are using more assertive techniques to pursue more special events and catering businesses. Private clubs are increasing in populari!y as well, which means more competition within the industry. In order to remain competitive, ci!y clubs will need to identify services and amenities that add value to their members experience and di$erentiate them from their competitors. Many baby boomers adopted a healthy lifes!yle, with signicant importance a!tributed to health and tness. Private Clubs will need to add more programs, facilities and items on the menu to accommodate this trend and a!tract potential members. Additionally, dining has become more important in recent years. According to the McMahon Group research, when it comes to the importance of dining at private clubs, about 70% of women say it is very important while only 57% of men believe it is important.16 Most of the ci!y clubs still feel the e$ect of the latest recession. A report from the National Club Association estimates that about 10% of the 4,000 clubs in the United 32 states will close by 2020.16 In summation, there are several reasons for declining membership amongst ci!y clubs including the aging of members, change in preferences amongst baby boomers, the tax law changes, the economic down!urn across the country and more competition.17 Private /City Club Trends Consumer attitudes towards quality of Club Dining 30% 43% 70% 57% WOMEN MEN Very Important Other
33 Technology Trends Today, around 40% of the world population has access to the internet.8 It is expected that Internet users will increase to three billion by 2015.7 Internet has become the medium of choice for information and entertainment purposes for a majori!y of Americans. It is crucial for businesses to have good quali!y content in their online presence because today’s consumer gathers information from the Internet. Social media and mobile technology are changing the way consumers use the Internet. As of January 2014, 74% of adults use social media ne!working sites.12 With a very low investment, businesses can reach their target market directly and immediately through social media. Private clubs and social media have a lot in common, both encouraging social interaction and seeking to connect consumers who share common interests. Today, social media is the most e$ective way to increase engagement amongst club members. Social media can also drive brand building and di$erentiation for clubs. However, the prevalence and broad reach of social media can also create new concerns for private clubs when improperly monitored. 3,000,000,000 2,250,000,000 1,500,000,000 0 1993 1995 1994 1997 1996 1999 1998 2001 2000 2003 2002 2005 2004 2007 2006 2009 2008 2011 2010 2013 2012 2014 750,000,000 INTERNET USERS IN THE WORLD 40% World Internet Usage 60% Non-Users Users Adult Social Media Users 74% 26% Non-Users Users
SITUATION ANALYSIS Competitive Analysis 34 Direct Competitors - Citrus Club Overview The Universi!y Club has one major direct competitor in the Orlando area, the Citrus Club. The Club was founded in 1969 by the Founding Board of Governors but it o5cially opened in 1971.14 Located on the 18th loor of the Citrus Center in Downtown Orlando, the Citrus Club o$ers its members fantastic views of the ci!y while at their facilities and is one of the only other Ci!y Clubs in the region.14 This club prides itself in creating new business connections for its members and in providing a relax environment to dine and socialize. The club strives to create lavish, elegant, and sophisticated atmosphere backed up by excellent cuisine and superior personalized service.14 The Citrus Club, unlike the Universi!y Club, is not an invitation-only club, making it more opened to the public and allowing it to advertise its services through more avenues.14 Like the Universi!y club, it regularly holds activities for the socio-cul!ural growth of its approximately 2,800 members such as guest speakers, wine tastings, and ne!working events.14 The Citrus Club also doubles as a wedding venue for members and non-members.
35 Branding The Citrus Club is identied by lime green and bright orange balanced. The brand uses Charlemagne Std. Bold for the main text on their logo and Erato Light Italic for the slogan. Their logo is a C with a green leaf on top, done to make it look like and orange. The Citrus Club has an e$ective strategy when it comes to branding their club because The Citrus club directly informs their consumers of what to expect from their product and services. Their website and promotional materials integrate their logo which communicates the brand itself. The club has established consistency with their image by using the same colors on their website, promotions and social media and by branding their logo to encompass trust, condence and loyal!y. HEX: #faaa1a RGB: 250,170,26 CMYK: 0, 37, 99,0 HEX: #c6d932 RGB: 198, 217, 50 CMYK: 27, 0, 97,0
36 MEMBERSHIP The Citrus Club has 11 tiers of membership that range from $51 monthly Athletic membership, which only grants access to the athletic facilities, to a Platinum Unlimited Membership for members over 40 at $314 a month.14 Benets of membership include access to 200+ other clubs and special o$ers at 700+ Hotels, Resorts, Entertainment Venues. Social Membership include Access to dining, monthly business and social ne!working events, private dining rooms, comprehensive event planning and business-friendly amenities.14 Dr. Phillips Performing Arts Premiere Memberships include Citrus Club dining credit, all social membership benets and My World (Signa!ure Gold), which adds !wo complimentary meals at every participating business club, every month while traveling, and preferred Dr. Philips Center benets (Performing Arts Membership required).14 Master Membership includes Social membership benets golf privileges at 10 local golf and country clubs and My World (Signa!ure Gold) benets.14 Platinum Unlimited Membership includes social and Masters membership benets, Vintner’s Club, Athletic privileges, Citrus Club dining benet + My World (Signa!ure Gold).14 Lastly, Signa!ure Gold benets can be upgraded to Unlimited benets, which grants complimentary rounds of golf at every participating club every month while traveling, 30-day advanced tee times, complimentary access to Taylor Made loaner clubs and more in addition to Signa!ure Gold Benets.14
37 Social Memberships Monthly Dues Young Executive (under 40) $109 Executive (over 40) $155 Dr. Phillips Performing Arts Premiere Memberships Monthly Dues Young Executive (under 40) $159 Executive (over 40) $205 Young Executive with Athletic (under 40) $187 Executive with Athletic (over 40) $233 Masters Memberships Monthly Dues Young Executive (under 40) $173 Executive (over 40) $219 Platinum Unlimited Memberships Monthly Dues Young Executive (under 40) $269 Executive (over 40) $314 Athletic Memberships Monthly Dues Athletic $51 LinkedIn The Citrus Club has a LinkedIn group for members only, allowing their members to make business connections easier. It is an e$ective way to help their members ne!work, since LinkedIn is a professional page. The Citrus Club does not provide enough information for those who are not members. However, the club includes the website link on Linkedin which is an e$ective way to drive tra5c to their website. The Citrus Club should actively use their Linkedin because it conducts targeted searches for individuals.
38 Twitter The Citrus Club has e$ectively added their brand into !wi!ter as well, because It creates a cul!urally relevant space for their members to connect with the business and sports communi!y. The Citrus Club actively uses Twi!ter, which is a great way to keep followers up to date with current information about the club. They also keep their !wi!ter feed interesting by posting original content on it rather than just feeding all their Facebook posts into their feed. The club also uses Twi!ter as a way to remind members what is for dinner on that day, giving their Twi!ter prole more utili!y to the consumer. They also give shout-outs to their new followers, building a relationship be!ween members and the brand. YouTube ClubCorp, Citrus Club’s parent company, has a YouTube page that focuses on portraying the Club as a wedding venue by posting professionally shot videos of weddings in their ballrooms. Unfor!unately, the channel also contains post videos of weddings at other a5liate clubs, making it di5cult for users to determine the ac!ual location of the events and possibly misinforming them. Since the page is not exclusive to Citrus Club, it is poorly branded and, it does not have a banner image or any other distinguishing factor that can easily link it to the club.
39 Facebook The Citrus Club does a very good job of staying active on their Facebook page. There is a few (1-3) posts every day. They post reminders for their members, member spot lights, pic!ures of their dinners, and invitations to events. The Citrus Club also does a very good job in showcasing its venue and events through photo posts. They encourage member involvement through Member Spotlight posts on Facebook recognizing di$erent members. *Example Facebook posts.
40 WebSite Citrus Club’s website has a lot of very useful information organized in a manner that makes it easy to access. It uses lighter colors (whites and grays) with small highlights of orange and green making it look clean, organized, and easy on the eye. The website has clear navigation tabs that lead visitors to relevant sections of their website such as Membership, Wedding Events and Business Services.14 The Citrus Club o$ers information on their landing page for their current members and potential members in a simple and struc!ured way. This site organizes content into specic categories by adding sub-pages to the top navigation, making it easier for visitors to access information.14 The club uses headlines and sub-headings for further explanation of o$ers and sharing value proposition. For instance, if visitors are interested on learning about membership fees for the club, they can click the “membership tab” to learn about di$erent memberships and pricing.
The club also has a calendar on their website highlighting their multiple events including golf, tennis, special a$airs, as well as scheduled hours for of their dining, tness, swimming and spa facilities. This is a great way to inform their members about what’s happening at the club. The Citrus Club counts with numerous facilities such as a banquet room, conference rooms, dining room, and also provides wedding services.14 In order to promote these amenities, the Club’s website includes in depth information under the “Wedding Events” tab, where contact information for their private event director is also available. . Lastly, the site adds social media icons to the bo!tom to make their proles easily accessible to consumers. This helps drive tra5c to their sites since reaching said proles can be done with one click. 41 Public Relations The Citrus Club is part of the I DO Downtown Bridal Crawl, which is an once a year event that allows brides to be to visit and enjoy several downtown venue locations while meeting vendors and enjoying food and beverage along the way.
42 inDirect Competitors Philanthropic Clubs Members of our target audience that would be interested in the philanthropic nature of e University Club could also be attracted to clubs such as Rotary International, Lions International, and the Benevolent and Protective Order of the Elks.2 ese clubs are a global network of professionals who are solely dedicated to the betterment of the communities around them. All of these organizations are very well established and respected. Rotary International is a network of 34,282 clubs and currently is comprised of over 1.2 million members worldwide.2 Rotary also accepts its new members by invitation, so they have a small aspect of exclusivity but it lacks the undertones of luxury that the University Club enjoys.2 Likewise, the Lions have 46,000 local clubs and more than 1.35 million members in over 200 countries around the world.1 Although e Elks di%er a little more to the University Club since it has religious ties, one of the requirements of membership being belief in God,5 they are comprised by 850,000 members spread across 2,000 lodges Nationwide.5 While these clubs do not directly compete with our organization, they do share an interest in philanthropic activities, thus attracting similar individuals as does University Club. erefore, these clubs should be considered an indirect competitor since they provide one but not all the services and bene!ts the University Club does.
43 which is signicantly more economical than a membership into the Club. The competitive edge that gyms have over Universi!y Club is that these facilities have the resources to o$er guided tness classes, which are very appealing to people who enjoy working out because it helps them engage in more e$ective workouts. Gyms also have an advantage because they can use media such as radio, television, and lyers; which would not be e$ective for Universi!y Club, since it would take away from the image of exclusivi!y expected from an invite-only club. Gyms Spas Through our research, we found that members of our target audience are interested in working on their health and tness. For this reason, gymnasiums and other tness and spa centers in downtown Orlando also pose minor competition to the organization. A simple Google search will show the Downtown Orlando area do!ted with dozens upon dozens of gyms and spas. Although a gym could not provide the majori!y of the services provided by Universi!y Club, gym memberships in Downtown Orlando usually vary from $25-$100,
44 Restaurants The Restaurant Performance Index calculated by the National restaurant association shows a 4.5% increase in Restaurant sales growth in Florida for 2014. Restaurants are also indirect competitors of Universi!y Club’s dining options. There are about 45,000 restaurants in Orlando and a large segment of those are in the Downtown area.9 Members can sometimes opt to dine at one of Orlando’s many Fine Dining restaurants for a number of reasons, such as varie!y, price, and location, making these restaurants a small threat to our organization’s bo!tom line. However, restaurants cannot replace most of the many fea!ures and benets Universi!y Club has to o$er.
45 Golf Country Clubs Since Universi!y Club is a ci!y club, it lacks a golf course, which is one of the most popular hobbies among our target audience. This presents a challenge because there are 150 Golf and Country Clubs within 45 mile of Orlando.9 Even though according to IBIS World, a drop in consumer and business spending during the recession caused the Golf Courses and Country Clubs industry to contract early in the ve-year period, demand for these !ypes of businesses is expected to grow in the fu!ure. This trend is slowly beginning to appear, be!ween 2009 and 2014, the Country/ Golf Club industry showed an annual growth of .3 percent.19
RESEARCH
RESEARCH Methods Quantitative Migh!y Inc. developed a survey to be!ter understand the thoughts, a!ti!udes, and beliefs of The Universi!y Club’s target demographic. Responders were asked questions regarding their hobbies, amount of free time available per week, media usage, a!ti!udes towards private clubs, and knowledge about membership clubs like The Universi!y Club of Orlando. Migh!y Inc. also asked survey respondents about their demographic and nancial information to ensure they would t the target audience that was determined in this campaign strategy section. Migh!y Inc. decided to use Qualtrics. com as the survey site or choice because of its general simplici!y. It was easy for the agency to construct the surveys, and very easy for participants to navigate the contents once the survey was distributed. The questionnaire was 24 questions long and we are condent that we received a great deal of useful feedback from people that met the target requirements. There were only a few open-ended questions, which allowed our respondents to answer freely on broader subjects. However, the vast majori!y of questions either used 48 scaling, or multiple choices, which allowed for easy analysis and comprehension. The expected outcome of these surveys was to understand what people do during the day, and how they would t in with the current members of the club. However, we also found that many people knew about the benets of membership clubs, but failed to recognize the Universi!y Club as a worthwhile investment. Subject Sample A#er recording all of the research results, Migh!y Inc. determined a composite sample of the subjects who were surveyed. The agency asked their subject sample about their race, gender, education, income, and occupation. Migh!y Inc. had 129 respondents nish their surveys. 64% of those respondents were male, and 36% were female. When asked about their race, 92% of respondents identied themselves as Caucasian. 75% of those who took the survey had earned a bachelor’s degree or higher, and their occupations included entrepreneurs, bankers, a!torneys, and real estate agents.
49 Brand Recognition RESEARCH Concepts Migh!y Inc. learned that there are plen!y of people in Orlando who would meet the standards of the club both nancially and socially, but don’t know much about the club itself. Approximately 53% of the respondents recalled The Universi!y Club of Orlando when asked to list any membership clubs in the Orlando area. However, the Club’s main competitor, The Citrus Club, was the top response. Though research, it was made clear that, while most people recognize the organization, the brand needs to make itself more visible through be!ter brand management and more interaction with the Orlando communi!y through personal communications such as social media 47% Did Not Recognize Did Recognize 53% Brand Recognition
50 I think of a stu%y, good old boys, exclusive club that only caters to white males. - Respondent regarding University Club Brand Attitudes When asked about what they thought of the Universi!y Club, participants had a wide varie!y of answers that ranged on both ends of the spectrum regarding the club’s image. Some manifested being big fans of the club and their philanthropic endeavors, while others mentioned members’ egos as a disfavorable fact and did not consider memberships an investment worth their while. When it came to talking about their interest in joining a club, our respondents were very enthusiastic to list all of the benets of a social club they might join. Respondents expressed desire for ne!working oppor!unities, expanding their social circles, and giving back to the communi!y, demands that the Club can absolutely meet. Migh!y Inc. needs to shi# the Club’s image in order to show people that the Universi!y Club is an organization that can fulll all the expressed desires. “
“ “ 51 “ Old men, dark rooms, pretentious - Perceptions of the University Club Business connections, fun social atmosphere, I would be interested in joining a club or organization that o%ered business connections, a fun social atmosphere, and interesting people. - Respondent regarding what would attract them to a club Great place to grab and interesting people lunch/drinks and work out. - Perceptions of the University Club - Respondent regarding what would attract them to a club “
Product Usage When members were asked about how they spend their time at the Universi!y Club, the most popular response was “the gym,” followed by “club events” and “dining.” Their favorite events included the Christmas Open House, Boxing Night, and the Golf Tournament. Golf was also a popular response to the question “What hobbies do you enjoy most?” along with working out and watching sports. 60% of our respondents said they a!tend the Universi!y Club with their spouses and children, but all said that there are no activities for their kids at the club. When asked if they ever visit other clubs when traveling, four of our seven respondents said they never have, and only one of the ones that had said he did it regularly. 52 Growth Rate of Private Clubs 80 60 40 20 0 Family activities Personal Time Time with Friends Time for Networking Club Events Dining Gym Most Popular Events 100 80 60 40 20 0 Family activities Personal Time Time with Friends Time for Networking Club Events Dining
Social Media Usage When Migh!y Inc. asked our survey respondents about their social media habits, we received a lot of positive feedback. Our ndings allowed us to understand the communication habits of our survey respondents, and make insightful decisions for our entire campaign. This is why social media is heavily integrated into a re-branding and communications strategies. Having an e$ective social media presence will allow the Universi!y Club to make multiple impressions on audience members throughout the day. About 60% of audience members use social media several times per day, mostly on their mobile phones and laptops. With Facebook and LinkedIn being their platforms of choice. Our social media campaign will mostly focus on these !wo platforms in order to achieve the highest reach with the lowest CPM. 53 Social Media Usage Among Target Market 60% 9% Almost Never 14% 17% Sometimes Once A Day Several Times a Day
RESEARCH Themes The re-branding of the Universi!y Club is not an impossible challenge to overcome. Migh!y Inc. has done a lot of work to show that with some changes here and there, a new, be!ter brand identi!y can be molded for the Universi!y Club to maintain for years to come. Although a new logo, membership package, and le!terheads are a great start to re-branding; the real catalyst of change needs to come from within the membership. fellowship One of the major themes that Migh!y Inc. found in reviewing our research was the desire for fellowship. This was a common thread be!ween both members and non-members surveyed. Whether it be for professional connections, personal relations, or both, having a space that provides the oppor!uni!y to meet like-minded individuals interests the majori!y of respondents. When non-members were asked what would interest them in joining a club or an organization, common responses included 54 “socializing,” “the people,” and “ne!working.” Similarly, when we asked members of the club were asked why they joined, every answer included the theme of making connections. Also 72% of non-members stated that they like meeting with friends for social activities at least once a week, with 48% saying even more frequent than that, showing Migh!y Inc. that these people have time available in their social calendars to a!tend Club events.
philanthropy Convenience Another common theme among 55 surveys was convenience. When asked how they have beneted from being members at the Universi!y Club, many of our respondents listed the amenities that the club o$ers, and that they can get them all in the same place. It seems a big strength that the Universi!y Club can o$er a place for recreation and business development all in one spot. This fact leads Migh!y Inc. to believe that the new facilities being built will be a huge strength for the Universi!y Club moving forward. Philanthropy is a common theme that Migh!y Inc. noticed in surveys, both from members and non-members. Chari!y events, according to surveys, were agreed upon as some of the best events that the Universi!y Club hosts. An interest in philanthropic a$airs was also seen among non-members. When asked what would interest them in joining a club or organization, multiple respondents listed “Philanthropy” or “service related” in their answers. In order to steer perceptions of the Club away from “pretentious” or “egotistic”, Migh!y Inc. will highlight the Club’s altruistic drive by showcasing its charitable pursuits.
S.W.O.T ANALYSIS
58 STRENGTHS 1. Diverse professional Members with wide age ranges. Unique cul!ural backgrounds and various professional careers 2. The club has a advantage of being located in downtown Orlando near main a!tractions 3. Friendly, helpful and professional sta$ who are well trained in serving to high class members 4. Membership at The Universi!y Club allows you to travel to another Universi!y Club without any fee. 5. The Universi!y Club is very philanthropic and gives back to the communi!y and supports education 6. Membership allows you to travel to another Universi!y Club without any fee WEAKNESSES 1. The club was established in 1926 since then they haven’t undergone major renovations of their facili!y. 2. According to our survey, consumers are unaware of The Universi!y Club of Orlando 3. High membership fees with li!tle re!urn on investment because members don’t get what they are paying for. 4, Declining membership because the club is not providing enough services for their members. 5. The club does not have service for their members’ spouse and children 6. Website is poorly designed and lacks information
59 THREATS 1. Competitors within the Orlando area have lower dues with be!ter services 2. Recent recession and lack of discretionary income 3. Although the club is a philanthropic organization, People can’t write their dues o$ as their tax deduction 4. Other local ci!y clubs have more a!tractive programs and services for their members. 5. Young professionals are not interested in joining because the younger generation don’t think they t in the club OPPORTUNITIES 1. The club has an oppor!uni!y to sign a contract to build a new facili!y to a!tract more members 2. Oppor!uni!y to reach new audiences by using TV or Print advertising 3. Reaching out to younger people, women and/or di$erent ethnici!y 4. Di$erent membership with di$erent prices to cater individual needs 5. Social media is the right way to interact with consumers and also reach potential new members. Therefore, focusing on social media will be benecial to the club.
MARKETING STRATEGY
MARKETING STRATEGY Overview Through insight from our primary and secondary research, Migh!y Inc. has developed objectives and strategy for the Universi!y Club of Orlando’s campaign that will ensure the completion of our overall goal of increasing membership. Our research showed us that we needed to develop a campaign that would accomplish !wo tasks that would contribute towards increasing membership growth. First, we want to increase awareness of the club among non-members, specically people who we think would make a good t in the club, but in a manner that retains the exclusivi!y of the club. Second, we wish to increase engagement among existing members at the Universi!y Club to create members that are more likely to join their experience with peers. 62 We will target existing and emerging leaders within the communi!y. Through their leadership and inluence in their eld, we will expose not only them, but also their colleagues, to the Universi!y Club’s messages. Migh!y Inc. will use advertising e$orts and a strong online presence to achieve this goal. Given the invitation-only na!ure of the Universi!y Club of Orlando, one of the best methods to increase membership would be to increase existing member involvement. By creating a smartphone application, we will be able to communicate club activities in a way that is easier for the sta$ and more personal for the members. This will strongly promote activi!y within the club, and create members that will be more likely to recommend membership to others. Rationale
Migh!y Inc. has drawn up a clear pic!ure the audience Universi!y Club’s needs to target with its advertising messages. Our target market consists of Adults aged 25-40 working in professional-business related elds in and around Downtown Orlando. About 28% of Orlando’s population falls within this age bracket, creating a great oppor!uni!y for the Universi!y Club.* Our target market earn household incomes of $120,000 and above. They are married, middle aged professionals with active lifes!yles who are avid magazines and newspapers readers. Our audience members are also involved in business associations and golf clubs and have a wide rage of hobbies which include working out, watching sports, and playing golf. 63 Age Distribution in Orlando, Fl (Population: 2,267,846) AGE POPULATION PERCENTAGE 0-17 (504,774) 22.7% 18-24 (244,604) 11.0% 25-44 (618,181) 27.8% 45-64 (564,813) 25.4% 65+ (289,078) 13.0% Age 36.4 *http://www.orlandoedc.com/core/!leparse.php/98857/urlt/Demographics_OrlandoAtaGlance.pdf Target Market
Objectives The overarching goal of this campaign will be to increase the number of Universi!y Club Members to 450 by the time they move into the new building (up from the 270 members it currently has) Increase awareness of the Universi!y Club of Orlando by 40% among our target market by utilizing all components of the I.M.C. Plan 64 Our surveys showed that the club is regarded as a “good old boys club.” Every aspect of our I.M.C. Plan will work to change this perception and create more positive a!ti!udes towards the brand, Increase the number of likes/followers/ connections on social media platforms 1 2 3 4 5 6 1 2 3 4 5 6 1 2 3 4 5 6 1 2 3 4 5 6
65 Strategies Positioning Migh!y Inc. has chosen for the Universi!y Club to target men and women ages 25-40 in the Orlando area. This is a group of business professionals who are working towards making career advancement and are seeking to make professional connections in their communi!y. In relation to the VALSTM Framework 29, they are innovators, thinkers, achievers, and experiencers. These people are inluencers in their peer groups and live very active lives, both socially and physically. Furthermore, our audience is widely successful and is now looking to give back to the communi!y. The Universi!y Club of Orlando o$ers services that are a great t for this group. Being comprised of inluential and established professionals, the club will be able to a!tract people who are looking to expand their ne!works and advance their careers. The Club provides place for communi!y leaders to come together to make meaningful personal connections as well as serve the communi!y. Additionally, the club’s tness facilities allow it to fulll the health and tness interests of this group. Positioning Statement e University Club of Orlando is a place where community leaders can come together to make meaningful personal and business connections as well as serve the community. Product e Product of the University Club is, of course, University Club membership. Membership grants the use of the amenities in University Club building - like a bar, restaurant, gym, barber shop, and meeting spaces - as well as other bene!ts like discount rates at hotels or other private clubs. Being a member also includes other more intangible bene!ts, such as access to a network of business professionals, a place to build meaningful friendships, and a place to help serve the community. Place e University Club is currently located in the middle of Downtown Orlando. During the time that the University Club is being rebuilt, we suggest the Club rents out space at the Embassy Suites Hotel to host their 2015- 2016 events. Price Membership rages from $51-$314 Promotion Raising awareness Improving Consumer Attitudes about the brand Image Building Prospects Working professionals in the Orlando area ages 25-40 with an anity for philanthropy
INTEGRATED MARKETING COMMUNICATION PLAN
I.M.C. PLAN Target Audience 68 PRIMARY AUDIENCE Secondary AUDIENCE The primary audience is made up of adults aged 25-40 working in professional-business related elds in Orlando, with household incomes of $120,000 and above. They are married, middle aged professionals with active lifes!yles. These people enjoy reading magazines and newspapers. They tend to have be!ween !wo to three children and are active members of business associations and golf clubs. The most common hobbies among our audience are working out and playing golf We also have a small secondary market consisting of elite business leaders in the Orlando area. They consist of leaders from a varie!y of elds. These people will function as a wish list for the Club and will be sent a personal direct mail piece inviting them to an open night event at the club. Through targeting these individuals, Migh!y Inc. hopes to not only regain the Club’s large roster numbers but also stress the Universi!y Club’s position as a place where the brightest minds in Orlando gather to work towards common goals. *See a partial list in Appendix B
Entrepreneur Eric Eric is a graduate from the Universi!y of Central Florida. He got his masters degree from the College of Business administration in 2003, and has been involved with the UCF Alumni Association ever since then. A#er a few jobs and becoming the decision maker for a marketing company, Eric decided he wanted to start his own business. Eric set up his own marketing company in the heart of Orlando. His company focuses on promotional products that increase awareness, dene brand positioning, and ultimately drive sales. Eric deals with branded apparel, and promotional products, while devising marketing strategies for his clients. His clients include sports teams, universities, non-pro ts, nancial insti!utions, tech companies, hospitali!y, real estate, etc. Clients include a wide spectrum from small businesses and national brands who are looking for “Outside the box. Inside the budget” promotional solutions. Eric became a board member for the Florida Restaurant Lodging Association in January 2011, and a board member of the UCF Alumni Association in 2012. These oppor!unities have given Eric a large ne!work of potential clients and lots of possible business for the fu!ure. He is constantly using social media and his posts reach hundreds of followers every day. 69
Driven Diane Diane is a graduate of the Universi!y of Florida with a Bachelor of Science Degree in Business Administration with a concentration in Real Estate. Upon graduating from the Universi!y of Florida she embarked on a career in valuation with the rm Pardue, Heid, Church, Smith and Waller, Inc. In 1988 she obtained her MAI (Member Appraisal Insti!ute) designation and was also elected to the Board of Directors at Pardue, Heid, Church, Smith Waller. In 1992, she joined Realvest Appraisal Services, Inc. as President. In 2008, Realvest Appraisal Services, Inc. became Meridian Appraisal Group, Inc. Angie currently serves as Vice President of Meridian Appraisal Group, Inc., a rm located in the Winter Springs area of greater Orlando. The company was created in 1988 to provide independent third par!y commercial and residential appraisal services to the central Florida area. Angie holds a Florida Real Estate Broker’s License, and has been involved with CREW, NAIOP, CCIM, CFCAR (Central Florida Commercial Association of Realtors), was a graduate of the Leadership Orlando program and was recognized by the Orlando Business Journal as a recipient of the “40 under 40”award. Angie is a mother of !wo sons who currently a!tend the Universi!y of Florida. 70
I.M.C. PLAN Advertising Objectives ◉ To increase awareness of the Strategies 71 Universi!y Club of Orlando by 40%. ◉ To change the negative perception surrounding the Universi!y Club of Orlando brand. Most of our survey results reacted negatively to the club, for the most part agreeing that it was a “good old boys club,” and that it comes o$ as “snoo!y” and “pretentious.” ◉ To position the Universi!y Club of Orlando brand as an organization that fosters meaningful professional and personal relationships, and strives to see the communi!y succeed. Get: Working professionals in the Orlando area ages 25-40 Who: Are looking to make meaningful business and personal connections To: See the Universi!y Club as a tight-knit organization that is advantageous for building career success a By: Employing a mix of promotional tools including newspaper, web banner, and magazine to reach our target audience
The Big Idea Migh!y Inc’s campaign is designed not only to increase awareness about the Universi!y Club, but also to enhance its brand image. Our goal is that this would result in a growth in membership as well as increase engagement among existing members. The theme of our campaign will be centered around “The Things That Ma!ter.” Given the na!ure of the Universi!y Club of Orlando, and that it is an invite only club, there can’t be a call to action, as there is in most advertisements. That being said, Migh!y Inc. recommends using magazine and newspaper ads as tools for brand enhancement. They will focus on the charitable works of the Universi!y Club of Orlando. This will increase awareness of the club as well as the charitable works that it does. Pushing this aspect of the club will show people that the club cares about the communi!y it is in, and wants to see it 72 grow and succeed. The headline, “Leaders Working For The Things That Ma!ter.” will be consistent throughout the ads, while the body copy in each ad will fea!ure a specic organization the Universi!y Club has worked with. We chose this concept of promoting the causes primarily instead of the Universi!y Club to lose the idea that the Universi!y Club is “pretentious.” The colors and s!yling of the ads will still be strictly adherent to Migh!y Inc’s new Universi!y Club brand though, so that it is still clear by looking at it that it is from the Universi!y Club of Orlando.
I.M.C. PLAN PUBLIC RELATIONS Publici!y will be an important part of the branding goals of the campaign and the leading organic element of the Universi!y Club’s promotion. It is also the most sensitive part of the marketing communications because it is the part the Universi!y club has the least control over. As an invitation-only club, it is important that promotional items do not come across as desperate, and especially not spammy. The U-Club must be sure to have high visibili!y, and be part of the newsworthy events and activities around Orlando. 73 Arnold Palmer Invitational Objectives Through public relations, Migh!y Inc. plans to both increase awareness of the Universi!y Club and educate people about Membership benets as well as what the Club does for the communi!y. By being present and engaging at events that are relevant in the lives of our target audience, we can make direct connections and inform people about the Universi!y Club. It also serves as a platform for current members to mingle and potentially recruit new members.
74 Strategies To fulll our Public Relations Objectives, Migh!y Inc. recommends having a tent at the Arnold Palmer Invitational golf tournament at Bay Hill country club in Orlando. The Universi!y Club will be able to set up a tent with information about the club, as well as water to pass out to spectators. This way, whoever is manning the Universi!y Club tent will be able to talk directly with spectators and tell them about the Universi!y Club in order to interact with potential new members. Rationale The Arnold Palmer Invitational is a great event to have a presence at because it allows the Universi!y Club to associate with Arnold Palmer, a beloved public gure around Orlando who has done a lot of charitable works around the ci!y. Being associated with someone who shares the values of success and chari!y in the communi!y is very advantageous for the Universi!y Club. This event will also be a great way for the Universi!y Club to engage our target market tell them rst hand about the benets of the Universi!y Club and the good things it does in the communi!y. According to the Arnold Palmer Invitational Media kit, roughly 39,000 people ages 25-44 will be at the event, along with 130,000 people overall. 70% of them have a college degree. Rarely will that many people in our market be in one place, so this is an event that needs to be taken advantage of.
Social Media Social media will be an important part of the Universi!y Club’s abili!y to control their brand image and it is one of the best ways to earn publici!y. It is how people learn about a brand’s personali!y and it is the best medium for content marketing, telling a brand’s story through images, !weets and conversations. Participating in social media increases SEO and overall presence on the Internet. It provides an avenue to prove that our Club is a relevant part of the communi!y without having to physically be at every ci!y gathering. Furthermore, from an advertising standpoint, gaining followers, likes, and favorites is essentially the same as gaining impressions. Social media sites also have built-in analytics that will track whether objectives are being met. 75 Objectives ◉ Increase engagements with the U-Club brand by 45% of the target market using social media by September 2015. ◉ Increase awareness of the U-Club brand among target market by 30%.
Twitter Rationale 76 Strategy Connect and interact with the target market, while generating publici!y and news leads. Tactics Gain followers in the business communi!y by participating in weekly Twi!ter chats (mini conferences)-communi!y development, local business issues and education. The Club can also keep its members up to date regarding the progress and development of the new building. This will keep a presence in the minds of the members and will get them excited about the fu!ure of the Club. This platform will also be utilized to raise awareness and educate the public about Universi!y Club events such as Cocktails for a Cause and Arts for Education. The Orlando Sentinel, local news, and other journalists generate story leads from Twi!ter. Nearly all of Orlando’s inluential people and organizations are actively on this platform. Utilizing Twi!ter also enables the Universi!y Club of Orlando to respond to any negative or damaging statements, as well as answer any questions the public might have in real time. This is one more way our organization can show that human connections is at the heart of all we do. Finally, Twi!ter is planning incorporating a buy bu!ton, currently being tested with non-prot for donations. This is an oppor!uni!y that could be implemented later for raising money for the charitable works accounts.
77 LINKEDIN Strategy Establish the Universi!y Club’s brand as an authori!y in the Orlando business communi!y. Tactics The Club will reach out to leaders in Orlando, publish news releases and share articles with relevant keywords and images to remain involved in communi!y a$airs. Rationale LinkedIn provides a channel to grow the club’s ne!work by connecting with business professionals and inluential people in a more professional atmosphere, not readily available on other social media platforms. LinkedIn pages pop-up second in Google SERP, o#en before o5cial websites do. FACEBOOK Strategy Use Facebook to brand the Universi!y Club and inform active members, as well as prospects, about events, promotions and club updates. Tactics Update Facebook page with pic!ures, videos and promotional materials from events. Facebook will also allow the brand to interact with general audiences and participate in discussions relevant to the Orlando communi!y. Rationale Having a presence on Facebook is crucial to any business hoping to a!tract new consumers as well as to keep current consumers active. Facebook is an integral part of today’s consumer cul!ure. It has the abili!y to track and target consumers of any target market.
Brand Guidelines The Universi!y Club of Orlando prides itself on being an exclusive club made up of hand-selected business leader of the area. The member of the club are as unique as the prestigious organization they make up. Migh!y Inc. wanted to create an image that would inspire respect and relect the core values of the Universi!y Club - Philanthropy, cul!ure, communi!y, and brotherhood. 78 Rationale
79 Official Brand Colors A consistent color pale!te will help establish brand recognition. Migh!y Inc. aims to make these color synonymous with the Universi!y Club so that when consumers see them, they are automatically reminded of the brand. Universi!y Club’s new color pale!te will be made up of Maroon, Gold, Ivory, Tricorn black and Extra White. The color gold is associated with prestige but it has also come to relect wealth and generosi!y, making it perfect for a philanthropic organization. Maroon is o#en associated with cul!ure and communi!y, !wo of the most important pillars of the club’s philosophy. Maroon’s warm and earthy feel also invoke nur!uring feelings, relecting the Universi!y Club’s interest in cultivating the professionals of tomorrow through its scholarship program and ne!working oppor!unities. Ivory and Extra white are relaxing colors that feel welcoming. They are also prominent in modern design, showing their progressive and versatile na!ure, traits that relect universi!y club. tricorn black HEX: b5882d RGB: 181, 136, 45 CMYK: 28, 44, 100, 6 HEX: e7dab9 RGB: 231, 218, 185 CMYK: 9, 11, 29, 0 HEX: efeded RGB: 239, 237, 237 CMYK: 5, 4, 4, 0 HEX: 5f0d0f RGB: 95, 13, 15 CMYK: 35, 97, 90, 55 NEW GOLD rookwood dark red echelon ecru extra white HEX: 221f1f RGB: 34, 31, 31 CMYK: 70, 67, 65, 74
Logo Universi!y Club’s new logo is the head of a lion on a 6 sided shield. Each side of the shield represents one of the main pillars of the Universi!y Club’s philosophy - Philanthropy, Fellowship, Cul!ure, Education, Communi!y, and Prestige. The Universi!y Club is unlike any other ci!y club in the area because of its focus on it’s heritage and the bonds created at the club. For this reason, we chose a lion to be the club’s symbol. Lions are strongest when in their pride, just as the Universi!y Club is made more inluential by its members. There will be ve variations of the club’s logo in order to accommodate it’s many uses. A black and white version and a reversed version of the logo will be provided in case only black and white printing is available. There is also a colored version of the logo with inverted text in order to accommodate the placement of the logo on darker backgrounds. Finally, the White and Maroon version of the logo should only be utilized when placing the logo on a maroon background. 80 UNIVERSITY CLUB OF est. ORLANDO 1 926 UNIVERSITY CLUB OF ORLANDO UNIVERSITY CLUB OF est. LANDO 1926 ORUNIVERSITY CLUB OF est. LANDO 1926 ORUNIVERSITY CLUB OF est. 19LANDO 26 ORest. 1926
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^*() 81 TYPOGRAPHY PRINT The Universi!y Club will be using !wo main fonts with its new branding. The main font will be Foglihten. It is a serif font with brackets that perfectly exemplies the ele-gance that the Universi!y Club wishes to con-vey with its branding. The varying line weights gives the font all the grace and sophistication an organization such as ours wishes to convey in their branding. This font will be prominent in their print materials. The secondary font will be Bebas Neue. It will be used sparingly only for headlines on printed materials. DIGITAL Foglihten will only be used for headlines since sans serif fonts are more adequate for large amounts of text meant to be read on screens. Helvet-ica Neue will be used most prominent in the Mobile Application. is font not only translates well into most operating systems, but contrasts the brand’s main font perfectly with its even line weight and rounded forms. Foglighten Foglighten ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^*() BEBAS NEUE Helvetica ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^*() ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^*()
INTERNAL PRODUCTIONS 82
83 APPLICATION First impressions are important. The appearance of the Membership booklet is one of the rst interactions prospect members will have when seriously considering to join the Club. For this reason, this is one of the most important pieces of collateral the club has and should accurately portray the Club’s prestigious aura while remaining warm and welcoming, its most important task, however, is to display all the information about membership and its benets in a clear manner. The old application form was simply a single table with boxes for information to be lled out by the proposee. However, mistakes on applications are o#en made due to confu-sion. Migh!y Inc. has designed a membership application that organizes the information into clear categories in order to facilitate its com-pletion for the user. The guide to Membership Benets will now be a single 11”x17” sheet that will fold in half, making a booklet. This way, prospective members will have all the information they will need on one place. Each section is predom-inantly dominated by one of the !wo primary brand colors. This will help the reader di$eren-tiate each category from the next and optimize readabili!y. Migh!y Inc. uses color blocks with diagonal lines because it establishes the Club as a high-energy brand, always moving forward. family Information Employment (Employers int the past 10 years) : Facilities/Services You May Utilize the Most (check all that apply) : Interests/Hobbies/Universi!y Club Commi!tees : APPLICATION FOR MEMBERSHIP About Proposee Comments / Allergies: UNIVERSITY CLUB OF est. LANDO 1926 ORMarital Sta!us: Anniversary Date: Spous’s Name: Nickname: Date of Birth Place of Birth Education(Schoon and degree): Spouse Email: Cellphone (in case of emergency): Children: Name Sex Date of Birth Interest / Hobbies Rerisdence Addresses (past 10 years, please list) : ATHLETIC Primary Spouse SERVICES Primary Spouse DINING/EVENTS Primary Spouse Free Weights / Weightli# ing Barber Shop / Salon Breakfast / Lunch / Dinner Handball / Racquetball / Squash Male Masseur Preferred Happy Hour Exercise Machines / Videos Female Masseur Preferred O ce / Holiday Parties Personal Fitness Manicures / Pedicures / Facials Meeting Rooms Personal Training Sessions Scalp Treatments / Neck Massage Rehersal Dinner / Wedding Tournaments / 5K / Marathons Hair Blowouts Private Event Space Boxing / Sparring Shoe Shine / Shoe Repair Dinner Speaker Presentations Yoga Classes Couples Dinners CIRCLE ONE Primary Spouse CIRCLE ONE Primary Spouse CLUB COMMITTEES Primary Spouse Arts / Collecting / eatre Recirprocal Clubs / Golf Clubs Board of Directors * * Sports Outing / Viewings Golf / Tennis Finance Committee * * Museums / Family Friendly Tastings (Wine/Scotch/Beer/Vodka) Membership Committee * Antique Cars (all varieties) Cigars House Committee * * Billiards / Cards / Darts Charitable Works Committee Boating / Fishing / Hunting * * MUST BE AN EQUITY MEMBER * MUST BE A MEMBER FOR 1 YEAR Date: 20 Name (Please Print): Nickname: Date of Birth: Place of Birth: Occupation: Name of Employer: Position: Residence Address: Business Address: *MUST BE A PERMANENT RESIDENT AT LEAST SIX MONTHS Month/Date Are you a Seasonal Traveler? YES NO Seasonal Address: Rental or Own Additional Proper!y: Cellular Phone : Business Phone: Residence Home: Assistant Phone: College/Universi!y A!tended Years Degree Name Position Membership Type: Sponsors: Seasonal Travel (Time of Year): Assistant Name: Name Address Signa!ure 1. 2. 3. 4. Primary Sponsor (pint rst ad last name): Signa!ure: Proposee (sina!ure): APPLICATION FOR MEMBERSHIP APPLICATION FORM Place Photograph Here Also submit via email Personal Information Contact INformation Education MEMBERSHIP TYPE AND SPONSORS Civic and club affiliations UNIVERSITY CLUB OF est. LANDO 1926 ORINTERNAL PRODUCTIONS MEMBERSHIP PACKET
84 Membership booklets Migh!y Inc. also created a series of small booklets to outline the Financial Requirements for Membership and explain the !ypes of membership available. These booklets would be printed on 11”x8.5” sheets that would be folded in half, making the dimensions of the nished booklets 5.5”x8.5”. While it is important to have an overview of all memberships available on one sheet for easy reference, outlining each membership category separately is important to help the user create clear divides across each membership !ype and avoid confusion. Since Owner’s Membership is the most luxurious of all, this pamphlet is given special treatment and is put on a single 5.5”x 8.5” sheet. This pamphlet uses the striking image of the golden lion against the maroon background to a!tract more a!tention to the benets becoming an owner grants members.
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INTERNAL PRODUCTIONS NEWSLETTER The newsle!ter has been updated to coincide with The Universi!y Club’s new branding. By staying consistent with the brand, the club will gain recognition among its target audience. The newsle!ter helps members stay up to date on the Club’s happenings, thus it is paramount that the layout encourages members to pick it up and that it allows readers to navigate through the information e$ortlessly. This le!ter will be printed on an 11”x17” page and will be a bi-fold. The new layout utilizes white space to organize information in a clear manner in order to optimize readabili!y. Rather than have images on the background at low opaci!y going across the entire page, we take advantage of the white space to give the eye a rest and allow the user time to process the information. Furthermore, the readers’ eyes don’t scan the page in an unorganized manner but rather follow the low of information smoothly around the page. The front page will fea!ure a column for important dates and announcements such as 86 coming-up events or closures that the club is scheduled to have. At the bo!tom of the same, there will be an overview of the topics covered on that month’s newsle!ter in order to entice members to read more. The story fea!ured on this page will be the rst Member Night of that month, since members will generally be receiving it for the rst time on this night. Inside, contents will be broken up by using color blocks. This will visually break up the information and aid readabili!y. The monthly President’s le!ter will be the rst topic fea!ured on the inside pages and will be enclosed by a maroon color block to separate it from the rest of the information on the page. The bo!tom section of the page will be occupied by other various events. This layout will be mirrored in the opposite page on the inside of the le!ter. The back cover of the newsle!ter will mirror the front cover’s dependence on white space to organize information. This Layout will be made into a template so that The Universi!y Club can easily and conveniently edit its content.
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Business Cards To set The Universi!y Club apart from its competitors, Migh!y inc. created business cards that relect the new branding. The new cards have a more modern feel without sacri- cing the air of luxury, which will allow us to a!tract the younger target audience. Vertical business cards are a generally unexpected, and it is by switching such a simple fea!ure that we are informing the audience there is something new about the club. The lion head on the crest will be metallic gold and “UNIVERSITY CLUB OF ORLANDO” will have a spot gloss add-ons to help it stand out. These small details give the cards their sense of luxury and help show the public that we pay a!tention, even to the small details of our club. 88 UNIVERSITY CLUB OF est. LANDO 1926 ORUNIVERSITY CLUB OF ORLANDO 150 East Central BLVD. Orlando, FL 32801 est. 1926 PETRÉA ATWELL Membership Director 150 East Central Blv. Orlando, FL 32801 ! P: 407.425.2514 F: 407.425.2517 Membership@UClubOrlando.com INTERNAL PRODUCTIONS NEWSLETTER
INTERNAL PRODUCTIONS MOBILE APPLICATION MOBILE APPLICATION The Universi!y Club’s best advertising tools are its members. Since the Club is an invitation-only organization, current members will be the best method of obtaining new mem-bers. However, for this to happen, we need to keep our members informed and excited about Club activities. In order to communicate with current members more e5ciently, we created a mobile app that will allow them to stay con-nected with the Club at any time. The app will require member login ID, so members can be sure that the information will only be acces-sible to other club members. The app will be a platform to streamline all communications be!ween the Club and its members and inspire them to become more involved. 89
90 To help members stay up to date on all things Universi!y Club, the app will fea!ure a News tab. This section will be populated by Twi!ter, Facebook, and LinkedIn updates as well as Press Releases or News Sto-ries about the Club. The app will allow users to share news stories about the Universi!y Club with their contacts via Facebook, Twi!ter, LinkedIn, email, or text message, and by extension expanding awareness of the club and what it stands for. Furthermore, the newsle!ter will be made available in this section of the app to grant members easy access to it at all times. News News Article Newsletter share screen
91 The Calendar fea!ure will show all scheduled events and clo-sure dates and even allow users to save specic events to their personal calendar. The Calendar will also help members plan for events by showing them the event’s program - such as speaker bios and the topics that the lec!ure will cover -, locations and even what will be served for dinner on that particular night. Calendar Legend: These events will also be available to be shared through social media, text message, or email, making it more convenient for current member to invite friends and colleagues and creating oppor!unities to expand club member-ship. By clicking on the location, the user will be redirected to the Maps application on their smartphone and will be able to navigate to the location of the event. Calendar Event Speaker Bio Event Menu Today Closed Event e Event Menu page will show members what will be served and provide them with prices for dinner.
Making meaningful connections is what drives The Universi!y Club. The app will serve as a powerful ne!working platform by pu!ting the member directory on the palm of every user’s hand. Every member will be able to edit and update the information they wish to share on the member directory. This powerful fea!ure will allow members to save a colleague’s contact information as a “favorite” with just a few taps on their phone, empowering them to ne!work more e5ciently and bringing the club closer. 92 Directory Small design improvements make the Club’s application not only unique but also more e5cient. The alphabet scroll wheel fol-lows the na!ural reach of a user’s thumb and has been placed at the bo!tom of the screen, allowing the user to easily reach each le!ter. Contact
93 According to the research conducted by Migh!y Inc, one of the most widely enjoyed perks of the Club is its dining facilities. The app will fea!ure a dining calendar that will outline breakfast, lunch, dinner, and dessert menus and their prices. This will give members notice and will encourage them to come in when they see dishes they are interested in. Members will also have the option to mark dishes as favorites and the app will alert them when that dish is served next. Dining Calendar
Reservations Service Times Available Book Now 94 Another way the app brings The Universi!y Club closer to its members is through its Reservations fea!ure. This fea!ure will allow members to make appointments at the Club’s facilities such as the salon/barber shop, tness assessments, and even reserve squash courts. By making these reservations available on the app, members will be encouraged to use the Club’s services more o#en since they will be sure that the services will be available to them at the desired time. For the services that do not require reservations, this section of the app will provide hours of operation.
95 Around The World Offer Another extremely useful part of the app will be its Around the World section, which will use Geolocation to alert members of Club Benets available in the ci!y that they are currently in. When members of the Universi!y Club of Orlando travel they are never alone. With over 200 partnered clubs around the country and hundreds of special deals in lodging and entertainment, the Universi!y Club travels with its members wherever they go. This section of the app will empower the user to easily nd and take advantage of the benets being part of this association brings. It will show them the names and locations of companies and organizations allied with the Universi!y Club of Orlando along with a brief description of what the o$er consists of.
96 Every person will have a Member Pro!le where they will not only be able to add to and edit their information, but also save calendar events, favorite Club contacts, and even pay their Club bill at the end of each month. e main page on the Pro!le section allows users to edit, add, or remove contact information such as phone numbers, emails, social media ac-counts, and personal and business websites. Allow-ing members to manage what contact information they make available in the Member Directory will ensure that they feel comfortable with what is being shared and reassure them that their privacy is se-cure. The Calendar tab in the Member Prole will show only those events which the user has marked to be saved, allowing him or her to be!ter visualize the event schedule for that month. The app will also send push notications to remind the user of all upcoming and allow them to mark the ones they plan on a!tending. Similarly, the Directory tab on the Prole section will only show those contact that have been marked as Favorites to help the user access them more easily.
Finally, the Finances tab on the Member Pro!le will allow each member to view their current and past statements, making payments convenient and ecient. Members will be given the option to save card num-bers and set up automatic payments to make their lives 97 easier.
Creative Propositions 98
CREATIVE PROPOSITIONS Creative Brief Our primary target audience will be comprised of adults ages 25 to 40 working in professional business-related elds in Orlando with household incomes of $120,000 and above. They are married, middle-aged men and women with children who enjoy reading newspapers and are involved with business associations and golf clubs. Our secondary audience is comprised of adults ages 40 to 60 in professional business related elds in Orlando with household incomes of $120,000 and above. Similar to our primary audience, these people are married with children and live very active lifes!yles. These consumers also enjoy playing golf and working out. They are highly inluential leaders and are looking to remain involved in the communi!y a#er retirement. 99 Target Audience Objectives Increase awareness of the Universi!y Club of Orlando to 40%, among the 25-40 age group by showing them the Universi!y Club of Orlando has a long standing tradition, with a strong fraternal, philanthropic, communi!y oriented atmosphere. Positioning Campaign Title: The Things That Ma!ter Slogan: “Leaders working for the things that ma!ter” Through this campaign we aim to show our target audience that the Universi!y Club is a place for professional leaders to come together to work towards the improvement of the Orlando communi!y while allowing them to ne!work with fellow professionals to advance their personal and professional goals. Highlighting the di$erent local philanthropic organizations that the Universi!y club partners with will be the main focus of our campaign. By showing that the Universi!y club has an inluence in a wide range of aspects in the Orlando communi!y will show the general public that, while the club does enjoy a high level of luxury, its main goal is to encourage the growth of the ci!y and its people.
100 Strategies Migh!y Inc.’s campaign adopts an inspiring tone. Our goal is to portray the Universi!y Club as an organization that not only helps its members advance their personal and professional growth, but also empowers them to make a di$erence in their communi!y, a mission that separate the organization from other ci!y clubs in the area. This notion will be supported by highlighting the Club’s partnerships with various organizations that benet causes that directly a$ect the Orlando communi!y. Shades of maroon and gold exude a nur!uring atmosphere that is in !une with the campaign’s inspiring theme, They are also colors that symbolize heritage and communi!y. The campaign will instill pride in current members and inspire respect in the general population. The ads fea!ure people of all races and genders within the target audience’s age bracket. This will help di$erent kinds of people in out target audience feel identied with the Club and help combat the notion that the organization caters only to Caucasian males.
CREATIVE PROPOSITIONS MAgazine Executions Magazines Migh!y Inc’s primary research found that, while there is a lack of awareness among our target audience of The Universi!y Club, the people that have heard of it have adverse feelings towards the organization due to past exclusionary practices. Since our organization is based on invitation-only membership, the main function of the magazine ads will be image building. The ads follow a Z pa!tern from the headline, across the image, onto the logo, and across the body copy, culminating in a call to action to visit the Club’s website to learn more about the organization. This layout to optimizes readabili!y and luidly guides the user around the ad. Migh!y Inc. aims to show the audience that the Universi!y Club not only provides an environment for the brightest minds in Orlando to ne!work and socialize, but it also empowers members to work towards the improvement of the Orlando communi!y. The 101 magazine ads are made directly relevant to the target audience by highlighting each of the local organizations that the Universi!y Club partners with. By educating audiences about the ways in which the Universi!y Club’s philanthropic works a$ect them directly, it will create positive feelings towards the brand and possibly encourage people learn more about the club. These ads could be expanded upon, with each execution showcasing each of the organizations the Club has worked with.
102 Empowering Girls to follow their dreams This ad fea!ures a young woman celebrating her graduation. The body copy highlights one of the Club’s main pillars, education. Through this ad, Migh!y Inc. highlights Universi!y Club’s collaboration with the Women’s Executive Council of Orlando in its fundraising e$orts to provide scholarship for women in the local communi!y. This ad shows a young woman succeeding with the Club’s help. The ad will create positive a!ti!udes towards the brand by reminding people of the pride and happiness they felt at their own graduation and showing them that the Universi!y Club is helping others achieve this goal. Headline: Leaders Working For the Things that Ma!ter Copy Sheet: We are bound together by our commitment to education. Since 1926, The Universi!y Club of Orlando has provided a place for the brightest minds in the area to form meaningful relationships and work towards the things that ma!ter. Through our work with the Women’s Executive Council, we help fund the education of women in our communi!y. Because empowering girls to follow their dreams ma!ters Call to Action: Visit www. UClubOrlando.com to learn more.