1. 2011 PLAN BOOK
TEAM
KIM
Allison Landrum
Kris Cantrell
Paul Schweibinz
Leo Watson

2. CONTENTS TEAM
BACKGROUND 3 KIM
SITUATION 4
RESEARCH 7
OBJECTIVES 9
RECOMMENDATIONS 10
TARGET AUDIENCE 11
CREATIVE BRIEF 12
MEDIA PLAN 14
SCHEDULE 15
BUDGET 16
PROMOS + EVENTS 17
EVALUATION + ANALYSIS 18
CREATIVE + EXECUTION 19 2

3. BACKGROUND TEAM
The Break may be on the verge of extinction.
KIM
It's struggling to attract students after transformations in the past.
The Break has been tweaked from a bowling alley to an arcade and is now a pool hall. The Break Pool Hall is an
entertainment venue which gives students a chance to relax, shoot some pool, watch television, study, or even play ping-
pong. The Break also houses the EMU's lost and found items.
It has been a mainstay in the soon-to-be renovated Erb Memorial Union located in the heart of the University of
Oregon's campus. The Break's spot in the basement has downsized frequently given its lack of popularity and income.
Unfortunately, The Break has been operating in a deficit in recent years. Student awareness has been a significant
problem despite The Break's convenient location near student housing. They've seen success in their billiards courses and
by offering free pool during their weekly "happy hour".
Currently, the majority of customers are primarily international students. Most of the current consumers would agree
that The Break offers a good product for a good price. Their main issue is that they're an unappealing destination and lack
awareness. It's current atmosphere is a bit too quiet, cold, and clinical to encourage consistent student foot traffic.
Team KIM is dedicated to restoring The Break's past luster to ensure success in the newly
renovated EMU.
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4. SITUATION TEAM
P4
KIM
product place
The Break is a pool hall. It provides entertainment and The Break is located in the basement of the EMU on the
relaxation to students, faculty, and others. The Break also U of O campus in Eugene, Oregon. The Break is next-
offers ping-pong tables, board games, study spaces, the door to The Buzz, which is a highly popular coffee shop
lost and found, and a big-screen TV. among students and faculty.
price promo
Individual: Pool is $4.80 per hour. Ping-pong is $3 per
The Break's current ad spend consists of one yearly ad
hour. TV, board games, karaoke, and study spaces are free.
for the lost and found in the Oregon Daily Emerald. The
Groups: Groups can rent the entire space for $50 per
Break is also involved in word-of-mouth communication
hour.
through its billiards classes, freshmen orientation, and
Packages:
"free pool happy hour". The Break's online presence
400 minutes $30
consists of a twitter account with 86 followers and
600 minutes $40
website. The Break doesn't have a presence on the most
800 minutes $50.
popular social networking site, facebook.
It would take $20,000 a year for The Break to "break" even.
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5. SITUTATION TEAM
The Competition
KIM
DIRECT
There aren't any pool halls in Lane County. Direct competitors aren't currently an issue for The
Break.
INDIRECT
Bars Entertainment On-Campus
Bars offer pool tables as well as alcohol This includes movie theaters, bowling, Student Recreation Center (The Rec.),
and a more comfortable atmosphere. mini golf, laser tag, arcades, and going out dorm events, and other places students
Campus bars may be favored over The to eat. These are more popular options spend free time. These may not be as
Break due to alcohol. than pool, but are located much further fun as The Break, but may have better
than The Break. awareness or a closer location.
Examples: Rennie's Landing, Taylor's Bar Examples: Regal/Cinemark Cinemas, Examples: The Rec, Living Learning
and Grill, and McMenamin's East 19th Southtowne Lanes, Putterz, Chuck E. Center, Knight Library, Hedco Education
Street Cafe. Cheese, Qdoba Building, Lillis.
5

6. SITUTATION TEAM
SWOT
KIM
strengths opportunities
Location on UO campus, low overhead expenses, good Student groups lack a go-to spot for events, client shares
group space/rates, open to public, low prices compared a wall with The Buzz, client is affiliated with various
to other entertainment options, good equipment, and student services and groups, large on-campus student
great staff. There is also a lack of student entertainment population (freshmen), a large number of talented
venues on campus or in the immediate area. students with valuable sets of skills, venue is a blank
canvas and has the potential to be molded to match
customer demands.
weaknesses threats
Unable to serve alcohol, low popularity, spotty cell
service, bad lighting, cold environment, low awareness, Funding, space loss, pool popularity, sluggish decision
low income, uninviting, limited regulars, limited customers making (red tape), alienating current regulars when
from billiards courses, bars and entertainment venues off popularity increases.
campus.
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7. SITUTATION TEAM
Primary Research
KIM
Poll: Pool seems to be an unpopular Other Research Finds:
entertainment option:
We met with 13 college students. Students stated that they'd be most likely
7 freshmen, 1 sophomore, and 5 juniors. 38% never play pool consider pool in the afternoon to late
The gender was split between 4 girls and 9 31% play less than once a month evening or between classes.
guys. 23% play once a month 85% of students would be interested in a
8% play 2-3 times a month movie night at The Break.
Pool's popularity was ranked 6th of 7 0% play once a week 62% of students would consider
entertainment options: 0% play 2-3 times a week participating in a video game/LAN party at
0% play daily The Break.
1.) Seeing a movie 100% would be more likely to go to The
2.) Mini golf Break if it offered food.
3.) Going out to eat
4.) Bowling Students voted that they'd be most likely
5.) Laser Tag order bar food such as chicken strips, tots,
6.) Pool and pizza, if available.
7.) Arcade
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8. SITUATION TEAM
Secondary Research
KIM
Social Media: Other Notable Info:
College students spend more time online 92% of college students have a credit card
or on social media than listening to the
radio or watching TV. The top 3 music genres are rock, hip-hop,
8 million students spend almost two hours and country.
per day on social media.
Two most popular social sites:
Facebook 96%
YouTube 84%
Sources:
http://www.creditdonkey.com/student-online-safety.html
http://www.unh.edu/news/docs/UNHsocialmedia.pdf
http://mashable.com/2011/10/31/cellphones-college-students/
http://www.scribbal.com/2011/10/infographic-how-college-students-use-social-networking/
journals.cluteonline.com/index.php/CTMS/article/download/.../5368
http://www.bitrebels.com/social/facebook-according-to-college-student-likes-infographic/
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9. OBJECTIVES TEAM
KIM
Marketing Objective Advertising Objectives
Rebrand The Break to “The Zone”. Increase awareness by 25%. (Currently 20% awareness
Increase sales by $2,500 in the first year. among freshmen)
Position The Zone as the best venue for U of O freshmen
to hang out with friends without needing transportation.
Increase foot traffic by 25%
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10. RECOMMENDATIONS TEAM
KIM
Key Insight
Pool isn't an activity that students actively pursue as a primary attraction.
The average student is more likely to play pool if they're "in the neighborhood" for another attraction. (events/food/etc.)
Change the name of The Break to The Zone to engage core audience (students).
Ensure a more student-friendly environment by improving ambiance.
Meet with UO Art Department to cover blank walls with student-created, duck-themed murals.
Consistently have popular music playing in the background.
Ally with The Buzz to give The Zone the opportunity to offer their customers food and drink.
Increase online presence by using Search Engine Optimization.
Ensure The Zone is on the first page for "things to do in Eugene" "pool halls Eugene" and "entertainment Eugene." This can be accomplished organically
by editing the description tags, meta tags and title tags within the source code of website. Our goal is to pick the top five most relevant search terms and
increase our visibility to Google’s front page.
Ally with Residence Hall Association to ensure higher freshmen engagement.
Work with RHA on consistent events such as movie nights, video game tournaments, karaoke nights, and other options.
This will increase awareness, income, and billiards popularity.
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Increase repeat customers from billiards classes by giving free pool coupons if class attendee brings a friend.

11. TARGET AUDIENCE TEAM
Our primary target audience is a freshman or
KIM
sophomore at the University of Oregon. This student will
most likely be out-of-state and won't be too familiar with
some of the various entertainment options in Eugene. Our
target audience may also be limited to foot travel and the
confusing LTD bus system. We want to take advantage of
The Zone's location that is within walking distance from Meet Brandon
several student dorms. We'll focus on both genders to
attempt to create a social atmosphere that will give students Brandon is a freshman student at the University of Oregon.
the chance to meet new friends and possibly a cute guy/ He's an 18-year-old, out-of-state, undecided, new kid on
gal. These students will have disposable income from their the block. He used to play pool in high school and enjoys
parents or part-time work/study on a campus cash card. spending his free time with friends. College leaves him with
They may also be tempted to use their credit card if they've a lot of that free time, but he struggles to find things to
spent most of their money buying beer from a friend's older do outside of the dorms. His options seem to be limited
brother. because he left his car in California. Every month he gets
Our secondary target audience will be on-campus some campus cash from his parents that contributes to his
groups. The Zone offers a group rental rate of the entire disposable income. Brandon has met a ton of new friends at
venue for $50 per hour. Most student groups lack his dorm, but they complain about the amount of time they
awareness of The Zone's reasonable group rental rate. spend in their cramped dorm room. Brandon would really
There isn't an entertainment venue in Eugene/Springfield like to check out a place to relax, grab a bite to eat, and pass
that can offer such a price for an area that could potentially the time with friends that's within walking distance. He'd
house groups of 50+. This may be The Zone's most effective really this place to reflect his personality as a student at the
competitive advantage. It will provide consistent, predictable U of O.
income for The Zone. Group rental popularity will give The
Zone financial stability for years to come.
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12. CREATIVE BRIEF TEAM
KIM
Most Important Thought
Objective
To re-brand The Break as “The Zone”, an
entertainment venue option for student
Going to The Zone is the easiest
recreation, specifically freshman students to way for young students on
increase foot traffic while building customer campus to relax, have fun and
loyalty.
socialize with friends.
Background
The Break (The Zone) has transformed its Problems
image over the past decade, but its location Lack of location awareness
in the EMU has remained the same. Located Low customer loyalty
on the base floor, the student recreational Low entertainment quality
room now serves as a pool hall primarily for Poor brand identity
student use. Every year it has reduced its Atmosphere - lack of personality and identity
size and struggles to break-even on sales ($-
5,000 annually). The most popular service the
space currently provides is billiards class for
University of Oregon students. Desired Thought
The Zone is a fun, low-cost venue for
underclassmen to go for a nighttime activity
without needing transportation besides
Competition their own two legs. It’s easy to get to from
Other entertainment venues (mini golf, the dorms and open to anybody else in
cinemas, laser tag) the public, too. The food and drink that will
Residence hall events be offered there make The Zone just as
enjoyable as a movie theater or bowling alley.
Rennie’s Landing and other campus bars with
pool tables 12

13. MEDIA PLAN TEAM
A Day in the Life
KIM
Brandon (our target customer) is a freshman student at the eat and reads a few of the fliers and posters placed in the
University of Oregon. Every weekday morning he wakes up dorm hallways.
at 7 AM to be to class at 8 AM. Once he wakes up, Brandon
checks his email, facebook, and twitter account. He’s also After dinner, Brandon studies a bit and relaxes with friends
been known to listen to the radio in the shower. During his while ESPN plays in the background. At about 11 PM Brandon
walk to class, Brandon is bombarded by several forms of is finished with his studies, but isn’t yet tired. To pass the time
outdoor advertising throughout campus. These include fliers, he surfs the web and plays a video game. At about midnight,
banners, and signs. Brandon goes to sleep, yearning for a venue he can call his
own and that will provide extraordinary entertainment
While in class, Brandon will browse a few websites and options for a reasonable price.
interact on the social media scene. At lunch Brandon will
grab some lunch at Qdoba Mexican Grill where he’ll walk by
a large amount of signs and people attempting to plead their
case for Jesus, Greenpeace, and ASUO.
After lunch, Brandon will return to class and continue
browsing the Internet, text friends, and take notes
simultaneously. After his last class, Brandon walks home and
sees another barrage of outdoor advertising. He’s even lucky
enough to run into the LTD guy, who explains that “LTD can
lick his sweaty, unshaven...” Well, you know.
Once he arrives back at the dorms Brandon grabs a bite to 13

14. MEDIA PLAN TEAM
Media Mix
KIM
social media direct mail
How: We want to interact with students on facebook, twitter, How: We’re going to target on-campus groups with “sexy” direct
and foursquare. mail that will draw their attention.
Why: Our research showed that students spend about 2 hours Why: Direct mail gives us the opportunity to reach a very
per day on social media. It’s also inexpensive. narrow audience for a low cost.
print guerrilla
How: We will be strategically placing flyers, leave behinds, signs, How: We’re going to place “Magic” 8-balls around campus that
and butcher paper near our target audience’s location. reward students with a free hour of pool.
Why: Print can be easily targeted depending on location and is Why: To generate buzz and build awareness in a unique way at a
inexpensive. low cost.
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15. SCHEDULE TEAM
KIM
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January
Seasonal campaigns allow a more flexible approach
February
and can adapt to student habits.
March Fall
Football focus
April
Winter
May
Bad weather campaign (off in December during
Winter Break)
June
July
Spring
March Madness, group events
August
Summer
September No advertising
October
November
December
15

16. BUDGET TEAM
KIM
20 magic 8-balls to hide around campus- $140
1000 Coffee sleeve stickers- $50
50 Posters- $180
1000 business cards for staff- $25
500 custom envelopes- $170
500 Postcard-sized leave behinds- $125
400 billiards class coupons- $75
Entrance banner- $35
1000 loyalty punch cards- $100
Paid staff for evaluation- $100
Budget total: $1000
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17. PROMOTIONS AND EVENTS TEAM
KIM
coffee sleeves haircuts
We want to work with The Buzz to place “free pool” 8-ball We want to give freshmen the ability to get a good haircut for a
stickers on their coffee sleeves. This should help increase foot good price in a good location. Freshmen don’t always have time
traffic at The Zone and could also help sell coffee at The Buzz. to walk all the way across town for a classy cut. We’ll accomplish
this by providing a licensed professional to the students at a
designated time each week.
gameday watch parties weekly events
We want to position The Zone as the premier location for Monday: night movie night.
freshmen to enjoy televised Duck football, basketball and One new-release movie per week shown. (Marketed with RHA)
baseball. This will help increase foot traffic and give The Zone Wednesday: night pool tournament. (Bi-weekly to prevent
more potential pool-playing customers. burnout). This is already an ongoing event, but we’d like to
increase consistency.
Friday night: game-day giveaways.
billiards class coupons For students that missed out on student tickets. (Work with UO
Athletics.)
We want to increase repeat customers from billiards class Sunday night: LAN party gaming.
students to recreational Zone pool players. We’ll accomplish this Our target audience is interested in gaming and this should be
by giving students in the billiards class coupons for free pool if popular.
the student brings a friend outside of class. Saturday night: game-day watch parties.
17

18. EVALUATION + ANALYSIS TEAM
KIM
Once implemented, the plan can be assessed at the end of each
term based on pool game sales data. This can be acquired from
the front desk in The Zone.
Social media involvement can be gauged at the end of the each
month through analysis of new connections, followers, mentions
and engagement. This is a simple method for collective statistical
data on awareness. In addition to this, a questionnaire circulated
to freshmen after three months could be compared to data
already collected on that target audience.
Search engine optimization could be measure simply based on
the search rank of the official Zone website.
18

19. TEAM
KIM
CREATIVE + EXECUTION
19

20. promo flyers
20

21. coffee sleeve
decor concept
entrance sign 21

22. promo flyer pickup
22

23. loyalty punchcard
promo coupon
23

24. twitter facebook
24

25. foursquare
25

26. 1228 University of Oregon
Lower Level, EMU
Eugene, OR 97401
541-346-3711
THE thezone@uoregon.edu
Z NE www.thezone.uoregon.edu
Hello friends,
We know it might be rough finding a spot to house a group of your size for events. We also know your group isn’t
rolling in cash. How do we know? We’re students, just like you. We’ve eaten top ramen, carpooled, and had to borrow
money from our parents to pay our rent.
We’re writing you because we want you to know that we’re available to provide your group with a luxurious, chill
space for a few sheckles. It’s something like two bucks a person if you have a group of around twenty. Our space is right on-
campus, in the basement of the EMU. (You might remember us as The Break) We have about ten pool tables, two ping-pong tables,
a big TV, and some other stuff that might benefit your next group get together, event, gathering, ho-down, social, shindig, meet n’
greet, study sesh, hee-haw, or whatever else you’re planning. Give us a call and we’ll toss in a free hour for your group’s first
reservation.
Come by, check out our new digs, and play a game of pool. And remember, we’re student owned and operated, so we’re
not part of the 1% or whatever. We’re just a few students trying to pay the bills and provide a cool spot for students to hang out in
and call their own.
See you on campus,
Raymond, Manager @ The Zone
raymond@thezone.uoregon.edu
26

27. Maggie Dieringer
Marketing Associate
maggie@theuozone.edu
THE
541-346-3711
business card front
Z NE 1228 University of Oregon
EMU, lower level
Eugene, OR 97403
business card back
1228 University of Oregon
EMU, lower level
Eugene, OR 97403
THE
541-346-3711
Z NE thezone@uoregon.edu
Phi Kappa Psi
729 East 11th Avenue
Eugene, OR 97408
direct mail envelope
GOOD FOR ONE
FREE POOL
GAME
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