The GW Athletics and Nike media plan aims to promote products from their partnership, raise brand recognition for GW Athletics, and increase school spirit. Tactics include ads in the GW Hatchet newspaper and digital/social media. Promotions involve giveaways at basketball games and partnerships with campus facilities. The low-cost plan runs January through December and is evaluated for effectiveness in meeting objectives and reaching the target GW student market. An integrated marketing approach across the university ensures a consistent brand message.
5. SWOT Analysis
STRENGTHS WEAKNESSES
Unique, quality products Premium Cost of products
Broad product line themed Lack of original Nike products offered
specifically for GW students Customers are limited to students
GW Bookstore has high traffic and alumni
Reputational equity of Nike GW Bookstore is not well known for
sportswear retail
OPPORTUNITIES THREATS
Purchases can be made on GWorld Competition from online & local retail
cards stores who are constantly capitalizing
Athletes compete in Nike gear on sportswear trends
Capitalize on online sales Partnerships require relinquishing
Social Media as inexpensive control, one brand could easily harm
advertising the reputation of the other
6. Objectives
Promote products created by the GW
Athletics & Nike partnership
Raise brand recognition and engagement
with GW Athletics
Improve school spirit among students on
campus
Increase sales of GW Athletics & Nike
products
7. Target Market
Market: Foggy Bottom
Primary Audience: GW students
Secondary Audiences: GW faculty, staff,
alumni, parents, and DC community
9. Media Promotions
Use of jumbotron during basketball
games
Partnership with the Lerner Health &
Wellness Center
Free giveaways & coupons
Personal letters to family, friends, and
alumni
10. Media Promotions
Take $5 OFF any GW & Nike
product with this coupon!
#RaiseHigh
11. Media Logistics
PRODUCTION OF
OOH: PRINT: DIGITAL:
billboards, in newspaper, banners,
and outdoor mailings, & email, &
display palm cards promo video
12. Launch Calendar
MONTH JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
GW Hatchet Ads
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Outdoor Displays
Indoor Displays
Event Promotion
Video Promotion
Outreach Letters
Social Media *
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Awareness
PromoGon
13. Budget
Media Cost per Unit Total Cost
GW Hatchet Web Banner $450/month $5,400
Ad
GW Hatchet ¼ Page Ad $331/month $3,972
Vern Express Wrap $1,500 $12,000
Banners Free: GW Creative $0
Elevator Wraps Free: GW Creative $0
Promotional Videos Free: GW Sports Marketing $0
Promotional Events Free: Pep Band, Cheerleaders, $0
First Ladies, and Athletes
E-mail Newsletter Free: Already In Place $0
Social Media Free: Already In Place $0
14. Budget
Low cost for large reach
Most items done through services at GW
for free
Items that are produced externally have
both high reach & high frequency
16. Continuity: Repairs & Damages
Items with no cost
Take down immediately
Replace as soon as possible
Use opportunity to make changes
Items with cost
Attempt to repair
Ensure quality
If irreparable, remove and replace
17. Integrated Marketing
Communications Principles
1. Everything communicates.
2. A brand is a unified vision (the art) and a
complex system (the science).
3. Brand relationships drive brand value.
4. You can’t be externally if you are not
integrated internally.
18. Cross-Functional Team
A team is created involving members from
all of the relevant parts of a company that
interact with customers, other
stakeholders, and with outside agencies.
19. IMC Components
The Foundation
The Corporate Culture
The Brand Focus
Consumer Experience
Communication Tools
Promotional Tools
Integration Tools
20. A Unified Message
Key = Consistency
Keywords represented
throughout all
communication media
#RaiseHigh