Embark On Your Journey
Embark On Your Journey
In creating the poster advertisements for the OEC, we drew inspiration from the design of National Park posters. We believe native advertising that is reminiscent of national parks will make the OEC brand recognizable. The encouragement of an appreciative, educational approach to experiencing the outdoors was a huge factor in determining the design. This design is minimalist and eye-catching for all target audience members.
The short videos that we produced allow for a quick exposure to the aspects of the Outdoor Education Center. In our research, we determined that our target audiences often view videos that are no longer than 30 seconds and do so without audio. We added background music but the viewer will not miss any content if they chose not to utilize the audio of the video.
Social Media Presence
Social Media Presence
In Phase 2, the Outdoor Education Center should be sharing content on their social media channels to highlight their new brand identity. This is what we call Evergreen content. The evergreen content will allow members of the target audience to stay engaged with the Center as it is building its presence. This process will lay the groundwork for an engaged audience when social media tactics in Phase 3 are launched.
Marketing Strategy
Marketing Strategy
We sent out surveys to businesses to find out what they are looking for in company team building activities. The responses alluded to businesses valuing: “Fun with Coworkers” and “A Break From the Work Environment.”
Additionally, we sent out surveys to students to find out what they value the most when considering an activity. Students value “Spending Time With Friends” the most. Therefore, we focused our campaign to align with this data.
When planning a weekend activity, what means most to you?
pop-Up events
January 11-13, 2017 | 11 am-2 pm | The Pit
During the first week of Spring classes, there will be pop-up events set up around campus, primarily in heavy areas of traffic like The Pit and the Lower Quad. These tents will serve as target points to show off the rebranding of the OEC and get students acquainted with the new and improved program. Merchandise that showcase the OEC’s new brand image will be given away and a raffle will be set up at these tents to raise awareness about the OEC 5K in March and incentivize students to participate.
Outdoor Rec Fest
August 20, 2017 | 1-6 pm | Outdoor Education Center
Come celebrate the start of the school year and get to know the Outdoor Education Center! There will be lots of free activities: our 1200 ft. zipline, an extreme slip-n-slide, outdoor fitness classes, field games, and outdoor living skills demos. The event will be co-sponsored by New Student and Carolina Parent Programs and UNC Campus Recreation.
Brenz Pizza Co. Chapel Hill is providing FREE pizza!
Bring a water bottle, closed-toed shoes, a swimsuit and a towel!
Guided directions are available from South Rd and Country Club Rd at 1 pm, 2 pm, and 3 pm.
Merchandise
For marketing events, low-cost items that get the brand name and image out should be preferred. Stickers, frisbees and koozies are items that are common for people to freely pick up and subsequently use after the fact. By having consumers use the promotional items after events, the brand will be advertised around campus and within businesses. The promotional items at these events are not limited to just these three: other options could include buttons, decals, pencils, and labels on water bottles.
Frisbee
Sticker
Koozie
