1. Stephanie Mertz
Ocean Games
Professor Morris
My client for this project was Ocean Games. Ocean Games is an event that is held in
July that raises money for John Hopkins Brain and Stroke Rehabilitation Program. This event
was created by Corey Davis, after getting in a motorcycle accident and was rehabilitated by John
Hopkins. In order to give back to them, for giving his life back, he raises money through Ocean
Games. Ocean Games consists of two main competitions that are swimming and paddle
boarding. My team and I found our client through the different clients that were presented to us
in class. We chose this client because Ocean Games seemed like a lot of fun and something we
could have fun with and relate well with the ocean since we are only thirty minutes away.
When coming up with ideas to create the ad and event, we needed to understand what our
client wanted from us and what they were trying to promote. We sat down with our client at
multiple occasions talking about their direction and target market. They wanted to create the ad
to get volunteers for the Ocean Games event.
In order to understand the client and the Ocean Games event, we needed to look at their
official website. Their website explains what Ocean Games is about, Corey’s story, events that
are held, and pictures of past events throughout the years. With this information we could get a
better understanding on how to promote them and explain it to potential donors and people who
are interested in volunteering or coming to our event.
The fact that we were trying to get volunteers for the ad campaign we decided to use
postcards. This way our clients were able to mail out the postcards and are able to put them in
shops and their table if they go to events to promote themselves. It fit our target market. We
also suggested to place our commercial on their website or YouTube so volunteers are not
2. Stephanie Mertz
Ocean Games
Professor Morris
searching and when people see their page they know they can volunteer right there. For the
“other” we decided to do sunglasses with “Ocean Games” written on the side. We chose their
colors, blue and orange, since their logo was too detailed to make small enough to put on the
side. We thought this was a good idea since the actual event is in summer and people could wear
them during the event and our client could give them away to people who show up. Doing these
different ads would fit in our budget.
Our creative concept for the commercial was to bring attention to volunteering by using
sympathy. We focused on Corey’s story to make people feel for him and want to spend money
on a good cause. If people see what John Hopkins did to Corey to help him, it will make people
want to help others as well. In order to tie everything together we posted the same photo on the
postcard at the end of the commercial and on all three ads we used their colors of blue and
orange. Our alternatives were to create fliers and Chap Stick. We did not choose the fliers due
to the fact that they can mail the postcards and we chose the sunglasses because it fit our $300
budget.
We did not do any pre-testing, but Corey and Jenny had postcards before and they liked
the idea because it worked well for them before. Our post testing would have been to see how
many volunteers signed up by seeing our postcards and going to the website. We also had the
link at the end of our commercial. Depending on how many volunteers signed up online, we
could use that as testing to see if our two ads worked.
Our client was extremely happy with the postcards and sunglasses. They enjoyed our
commercial and we got it approved by Corey, but Jenny wanted something with Corey doing
3. Stephanie Mertz
Ocean Games
Professor Morris
being active and moving around. She said it was a good concept, but did not depict Corey as a
person. We were pleased with our work and worked hard on creating it, while putting a lot of
time into it. Therefore we were not able to redo the commercial. Another reason we did not
decide to redo the commercial was because her idea and what she wanted would have not fit in
the thirty-second time slot. She wanted more than what we could work with. We have not
received a letter yet and have not asked about a letter of recommendation.
In order to create our video ad, it would cost $288 all together and would take about
seven and a half hours. We came up with this number by breaking it down by scripting,
production, music scouting, filming, costuming, testing, and editing. If we use it on the web site
or YouTube, the cost would be free. For the postcard we created it would cost $150 and take
about five hours. Breaking this down was by brainstorming, creation, testing, and editing. It
would cost to print and send out in mail as well. Lastly, our sunglasses would cost $250 with a
total of two hours. This is broken down by brainstorming, and the creation of the sunglasses.
Our total for all three ads would come out to $688 and would take fifteen and a half hours. This
budget is high, and with a $300 budget we were given, it would not have been able to happen.
Although this budget is hypothetical, we were given a real budget of $300 for our “something
other” ad and that is why we chose the sunglasses. Staying on budget and being able to have the
sunglasses that went well with the event was important to our client and we successfully did it.
We were under budget at $250.
I picked my team by who I have been in classes with before and by their different skills.
Everyone brought different skills to the table based on our majors, previous internships, and
4. Stephanie Mertz
Ocean Games
Professor Morris
different classes we have taken. We did work well together and were on the same page with all
of our ideas and concepts. Everyone bounced ideas off of each other and together we came up
with creative concepts. We would pitch them to our client and they would pick what they liked
and would give us ideas to enhance and improve it to what they liked. What we should have
done differently is not split things up too much and work more collaboratively and should have
spent more time on the commercial. None of us were very confident with the commercial
because we have never done anything like that before. We should have not left it to do last and
should have worked a little harder on the concept and get it approved by Jenny too.
I learned a lot about how to work with clients and that communication is extremely
important. Being able to do what the client wants will keep them happy and keep them coming
back. Being in a big group on five people was a struggle because it was a bunch of different
ideas, but the challenge was good to learn from. Also, knowing everyone’s strengths helped me
learn how to do different things such as creating a postcard. I was in charge of the sunglasses
and it was a process to talk to the company about what we wanted and how much it would cost.
I had to consider color, type, wording, price, and different styles. It was a lot of fun and I truly
enjoyed doing it. Things that I would do differently were to make a smaller group. I believe
having three people is the best way to do it. Too many personalities and separating everything
up to different people made it harder. Not everyone could meet and it was very difficult to get
important things done at points.
5. Stephanie Mertz
Ocean Games
Professor Morris
Source:
Belch, George E., and Michael A. Belch. Advertising and Promotion: An Integrated Marketing
Communications Perspective. 9th ed. New York: McGraw-Hill/Irwin, 2012. Print.
Pgs. 46-57, 233-235,
Job Matrix
Agency Team Members: (Names and Titles)
· Emily Rasp, EmilyAnn Graudin, Rachel Flick, Stephanie Mertz, Alyssa Shockley
Client Name:
· Ocean Games
Client Contact Name and Method:
· Jenny Terzano Lind & Corey Davis. The easiest method to contact them is through
Facebook; however, we do have their e-mails as well
Purpose of Campaign: (Why are we advertising?)
· The purpose of our campaign is to get people to volunteer for the Ocean Games which takes
place in Ocean City, MD on July 17th
, 2015.
To whom are we talking?
· Our ad campaign is generally targeted towards college students. However, all are welcome
and encouraged to sign up to volunteer! We will be placing postcards with information about
volunteering for the Ocean Games in local business as well. This will grab the attention of not
only Salisbury students, but locals to locals as well.
What do they currently think?
6. Stephanie Mertz
Ocean Games
Professor Morris
· Currently, it is most likely assumed students of Salisbury have never heard of the Ocean
Games. Therefore, they may not be interested in volunteering. Also, many Salisbury students
go home for the summer so they will not want to volunteer.
What would we like them to think?
· We would like them to think this is a great opportunity to put volunteer services on their
resumes. It would be a win-win; the student gets to be outside on the beach all day while helping
an organization raise money to support John Hopkins Brain and Stroke Rehabilitation Center.
What is the single most persuasive idea we can convey? Why should they believe it?
· The most persuasive idea we can convey is that every person is susceptible to having a brain
injury. Since our target audience is mostly college kids, we can take the approach that all it takes
is on Saturday night, you are out drinking with your friends and you accidentally slip down the
stairs and crack your head open. That can be a life or death situation. Those who are fortunate
enough to make it could have a long recovery process. The Ocean Games supports the John
Hopkins program that allows this rehabilitation. Some help give back and volunteer at the Ocean
Games on July 17th
, 2015.
What is the personality we want to convey?
· The personality we want to convey is that this event will be fun and full of energy! It takes
place on the beach so we want volunteers to feeling that this day will be fun for all! That
includes the participants, supporters, and volunteers!
Are there any creative guidelines?
· When composing our print ads we are really trying to keep with the colors of the ocean
games which are orange and blue. It really captures people’s attention! We are creating
postcards as well; it takes up less space than a flier but still is large enough where it will not be
easily overlooked. These will be sent to previous volunteers to encourage them to sign up again
as well.
Big IDEA:
As previously mentioned, we will be printing postcards so it doesn’t take up too much space but
is large enough for people to clearly see. As for the video, our plan is to tell the creator of Ocean
Games story and how Ocean Games came about. The AD campaign will take place somewhere
near a road for the significance of the accident. We wanted to capture Corey’s story and share it
with people so that they will volunteer. As for our “something else” we are ordering sunglasses
with the Ocean Games logo on them to give out to volunteers!
7. Stephanie Mertz
Ocean Games
Professor Morris
Budget Group Members: EmilyAnn Graudin, Rachel
Flick,Stephanie Mertz, Emily Rasp, Alyssa Shockley
Client: Ocean Games
Client Contact: Jenny Lind
Print Media: Postcard
Video Media: 30 second ad
Other Media: Sunglasses
Video AD
Production
Task Cost / Hour
Estimat
ed Time
Estimat
ed Cost
Actual
Time
Time
Over/Un
der $ Over/Under
Scripting $16/hour 1 Hour $16.00 2 Hours
Over 1
Hour Over $16
Production $100/hour 3 Hours $300.00 1 Hour
Under 2
Hours Under $200
Music Scouting $16/hour 1 Hour $16.00 30 minutes
Under 30
minutes Under $8
Filming $100/hour 3 Hours $300.00 1 Hour
Under 2
Hours Under $200
Costuming $30/hour 1 Hour $30.00 NONE
Under 1
Hour
NO MONEY ON
COSTUMING
Testing $16/hour 2 Hours $32.00 1 Hour
Under 1
Hour Under $16
Editing $16/hour 2 Hours $32.00 2 Hours
Exact
Amount
Not Over or
Under
Dollar Expenses: $726.00 $288.00
Summary (of
time/cost
incurred) 7.5/288
8. Stephanie Mertz
Ocean Games
Professor Morris
Print Media
Production
Task Cost / Hour
Estimat
ed Time
Estimat
ed Cost
Actual
Time
Time
Over/Un
der $ Over/Under
Brainstorming $25/hour 1 Hour $25.00 2 Hour
Over 1
hour Over $25
Creation $25/hour
2.5
Hours $62.50 2 Hour
Under 30
minutes Under 12.50
Testing $25/hour 1 Hour $25.00 1 Hour NONE NONE
Editing $25/hour 2 Hours $50.00 1 Hour
Under 1
hour Under $25
Dollar Expenses: $162.50 $150.00
Summary (of
time/cost
incurred) 5/150
Other Media
Production
Task Cost / Hour
Estimat
ed Time
Estimat
ed Cost
Actual
Time
Time
Over/Un
der $ Over/Under
Brainstorming $28/hour 1 Hour $28.00 1 Hour 0 Hours Not over
Creation $28/hour
1.5
Hours $42.00 1 Hour 0 Hours Not over
Number of
Individual
Product Cost
Number
Over/Unde
r
Cost
Over/Un
der
200 $2.00 Over 100
Under
$.20
Dollar Expenses: $470.00 $250.00
