EugeneAGoGo

A Limbo Production

Eugene a go go

EUGENE A GO GO

Table of contentsBackground

Creative Brief

AudienceObjectiveSituational Analysis

Media Plan

BudgetMedia Mix

Media ScheduleExecutionsAbout Limbo

Research

Background

Acting as an online hub between cultural venues in Eugene, Oregon and the city’s residents, Eugene A Go-Go is a website that displays a variety of culture and art events that residents of the city are interested in attending. As vendors freely post events on the website, users are able to view an events calendar and see what the city of Eugene has to offer at any date questioned. Not only does Eugene A Go-Go allow users to search for events, but also permits users to post personal events as well. In using Eugene A Go-Go, an important cultural connection between Eugene and its residents is created, as the website hosts a number of events from many different cultural and art practices that will attract a number of different audiences throughout Eugene and its surrounding area.

Film

LiteratureMusic

MuseumsTheater

Dance

FestivalsArt

Situational Analysis

S W O TAlready has users

Marketing partners

Bell + Funk branding

Facebook ads already created

Stimulates the economy

Supports business & local partners

Not a user-friendly platform

Only 1 paid part-time staff member

Skewed analytics & bounce rate

No media partners

Not a mobile-friendly site

Lack of awareness

University of Oregon community and LCC

community Who is the target?

Dependent

Sponsers & In-kind trades

Good venues in Eugene

Eugene is more engaged with the arts than other

similarly-sized cities

Competition with Facebook events

Not user-friendly

Overwhelming site

Strengths Weaknesses Opportunities Threats

Objective

Turn visitors into users through interactive participation with the brand.

Audience

Sarah, 21

Sarah is a 21-year-old architecture student at the University of Oregon. Sarah came to Eugene solely for school after living in California for most of her life. She is still unsure of what the entire town has to offer, and would love to explore the culture she is always hearing about. When Sarah isn’t working at Marche, she spends most of her free time drawing, listening to music and hanging out with friends around campus. In the short time she has been in Eugene, she has loved working in the eclectic Fifth Street Market. A goal of Sarah’s is to get her own art displayed in an exhibit of some type and also see what she can learn from other artists in the community. Sarah wants to make sure she takes advantage of the opportunities in Eugene before she graduates in June.

John, 30

John is a 30-year-old accountant at Umpqua Bank. A Eugene native, John plans to raise his own family here. He loves all that the area has to offer, and is a very active participant in the community. John just recently got promoted to executive accountant at his company. With the added on hours at work taking up most of his time, John takes full advantage of the free time he does have. Family and friends are important to John so he tries to kill two birds with one stone; he loves meeting friends for drinks while listening to music, or going to a nice downtown restaurant with his family on Sundays. John is always trying to find exciting and new activities going on in the community to supplement his time with his loved ones.

The 18-35 year-old age range is the most effective audience to target because they have shown the greatest need for Eugene A Go-Go and are therefore the most likely to become returning visitors. It is a wide enough age group for the variety of events Eugene A Go-Go offers. They are young and willing to try new things. They are also the number one age group using the Internet and mobile sites. They are active in the community and always looking for new activities to take part in around Eugene.

COLLEGE STUDENTS:YOUNG PROFESSIONALS:

demographics

Ages < 10

10s

20s

30s

40s

50

s

60s

>70s

With Kids

W

ithout Kids Single

Divorced Widowed

Married

EUGENE

THERE ARE

WHO USES SOCIAL NETWORKING?TARGET AGES 18-35

$

FOCUS GROUPPEOPLE KNEW ABOUT EAGG2 OUT OF 28 FINDING OFF-CAMPUS EVENTS

53%33%13%

INTERNETWORD OF MOUTHFLYERS AROUND CAMPUS

INTEREST IN OFF CAMPUS EVENTS

18-2930-4950-64

65 & UP

90786546

%

%%%

53%20%

13%13%

156,185PEOPLE LIVING IN

AGES:

Creative Brief

Advertising Objective What Problem Are We Solving?

Single Most Important Thought

Target Audience

Current Brand Status

Why Should Our Audience Believe This Message?

Why Should Our Audience Care About EAGG?

Eugene A Go-Go is a central hub for Eugene residents to find out about art, culture, and the community.

Turn visitors into users through interactive participation with the brand.

18-35 year-old Lane County residents with disposable income and a knack for adventure and culture.

Not consistently visited by users. Not consistently updated with new opportunities/events. Not easy to navigate, not mobile friendly. Low visibility among the target audience.

Bringing new users to Eugene A Go-Go by better understanding what our vendors want. Understanding the needs of our vendors will help us determine how to best approach bringing more business/users to Eugene A Go-Go and create returning visitors.

Because they will learn about a new way to find opportunities in Eugene that they may not have otherwise thought about.

It allows them to have a creative outlet through which they can actively participate in Eugene’s artistic community.

WordsConvenient, Easy, Engaging, Community, Free

Media Plan

Eugene A Go-Go is an events promotion website that hosts information on a wide variety of music and cultural events. Eugene A Go-Go averages between six and seven thousand hits per month. The website allows users to not only find events but post personal events as well. They are partnered with a number of different venues the most notable being the Hult Center, Bijou Cinema, and the Beall Concert hall. They host a number of events from many different practices that will attract a number of different audiences.

BACKGROUND

OBJECTIVEOur objective is to drive traffic to the Eugene A Go-Go website and turn those site viewers into repeat users.

From our research we learned that nearly 35% of the city of Eugene is between the ages of 20-35. This is the group we chose to target. The establishments that we want to target are those that attract the young professional. Vendors we have considered are: the off campus Pegasus locations, Agate Alley, Rennie’s Landing, Sizzle Pie, and Primetime in Springfield. Our research indicates that this is also the group that is most likely to attend the different arts and performance events around Eugene. Our research further indicates that bars and restaurants around Eugene are very popular among our target audience. Community-specific data indicates that of married couples in Eugene, nearly 75% of those do not have kids.

In terms of media consumption we have found that in Eugene 28% of Facebook users in Eugene are between the ages of 18-35 and that 37% of Twitter users in Eugene are between ages 18-35. We feel that if we are able to run a social campaign that connects with our traditional print campaign we have the potential to have a much larger reach than if we were to just focus our efforts strictly on a

AUDIENCE:

Media MIX

EUGENE A GO GO

FIND MORE ART & CULTURE EVENTS IN EUGENE

at EugeneAGoGo.com

EUGENE A GO GO

EugeneAGoGo.com

BANNERS:Event banners will be a basic way to drive traffic to the site. They will be placed at events that Eugene A Go-Go sponsors. The banners will have copy that say “For more events like this please visit EugeneAGo-Go.com”. This prompt will be used because we understand that all event visitors do not use Eugene A Go-Go and in doing so we will attract them to the site by demonstrating what the site offers to its users.

TWITTER & FACEBOOK:Social media outlets are effective channels for organizations to use for providing news or other noteworthy information. While Eugene A Go-Go has both a Twitter and Facebook page it would be more valuable if they used these outlets more actively. These Social media outlets provide EAGG an opportunity to not only promote events but also the website on a much larger scale.

COASTERS & POSTERS:Customized coasters are a cost-effective way to promote Eugene A Go-Go and its services throughout the community. These coasters will provide a creative space for customers to personalize while interacting with the brand. A coaster contest will be put in place to give customers an incentive to participate.

We plan to pair a series of posters with these coasters within the bars and restaurants in which our coasters will be distributed. The posters will be paired with the coasters to reinforce brand identity.

Budget 1 is the most cost efficient budget. This budget focuses on non-traditional tactics such as coasters and posters, the goal of these mediums is to work together in order to drive traffic to EAGG. Event banners are another key component of this campaign because they are more targeted to a specific audience that the coasters and posters are less likely to reach. Such as the age demographic age 40-60 who are already attending these events but hear about these events in ways other than EAGG.

Budgets 2 & 3 there are the same non-traditional executions as in budget one but traditional print advertisements are also included. Budgets two and three include advertisements in the Daily Emerald and the Register Guard. The advertisements in the Register Guard aim to target a permanent Eugene resident where as the ad in the Daily Emerald will be geared towards targeting students as they return to campus from summer vacation.

The only different between these two budgets is: in budget two the pricing for the Register Guard complies with non-profits advertising rates for Wednesday and Thursday. In budget three the pricing for the Register Guard complies with non-profit advertising rates for Friday, Saturday, and Sunday (weekend).

ALTERNATIVES:MEDIA

Budget

CoastersPosters

Banners1/2 page Ad in Daily Emerald

Register Gaurd

QuantityCost Per UnitMedia Total CostCoastersPosters

Banners

0.15

4.8

27.5

50,000

504

7,500

240

110

7,850Total


Banners

0.15

4.8

27.5

50,000

50

4

7,500240

110

5571/2 page ad Daily Emerald

Register Guard

Total

4 2228

32.22 24 773.28

10851.28


Banners

0.15

4.8

27.5

50,000

50

7,500

240

137.5

5571/2 page ad Daily Emerald

Register Guard

Total

4 222834.64 26 900.64

11006.14

5

BUDGET 3:BUDGET 2:

BUDGET 1:

1 32

Media schedule

Daily EmeraldRegister GuardEAGG Coasters

Banners

AugustMay June July September October

Posters

MEDIA

BUDGET 2 & 3:

BUDGET 1:

EAGG Coasters

Banners

AugustMay June July September October

Posters

MEDIAPractical Considerations:The decision to end our campaign in October comes from two places. The first being that this signifies the end of sunny weather (and what seems like eternal rain for the typical Oregonian.) Our research shows that consumers are less likely to leave their houses to go out and do things, which is at the heart of Eugene a Go-Go. Secondly, with the approaching holidays consumers knowingly have less disposable income to spend on frivolous activities and are more inclined to spend time with friends and family at home.

Executions FRONT:

BACK:

Coasters will be strategically placed at bars and restaurants throughout the Eugene/Springfield areas to most effectively reach our target audience of 18-35 year olds.

Coasters can be found at the following locations:

COASTERS:

EUGENE A GO GO

EugeneAGoGo.com

Crea

te Your own eugene experience

Upload your design to Instagram with #RideTheBus

SIZZLE PIE (Dowtown Eugene)RENNIE’S LANDING (U of O Campus)AGATE ALLEY (U of O Campus)PEGASUS PIZZA (All 3 Locations)PRIMETIME (Springfield)

Executions POSTERS:

Eugene a go-goCOASTER CONTEST

Crea


Upload your design to Instagram with #RideTheBusEUGENE A GO GO

EugeneAGoGo.com

LOOK FOR OUR COASTERS at

FOLLOW THE PROMPT ON THE BACK.TAKE A PICTURE OF YOUR DESIGN AND UPLOAD IT TO INSTAGRAM USING #RideTheBus

IN ADDITION TO WINNING A NIGHT ON THE TOWN IN A PARTY BUS, WINNING DESIGNS COULD BE FEATURED ON E u g e n e A G o G o . c o m

SIZZLE PIE (Dowtown Eugene)RENNIE’S LANDING (U of O Campus)AGATE ALLEY (U of O Campus)PEGASUS PIZZA (All 3 Locations)PRIMETIME (Springfield)

1.

3.2.

Eugene a go-goCOASTER CONTEST

Upload your creation to Instagram using

#RideTheBus to enter the contest. Winning

designs will recieve the night out on the town in

a Party Bus.

EUGENE A GO GO

EugeneAGoGo.com

Crea


Upload your design to Instagram with #RideTheBusFollow the prompt on the back of the coaster

and create your own unique design.

Look for our coasters at local restaurants and bars, including:

SIZZLE PIE (Dowtown Eugene)RENNIE’S LANDING (U of O Campus)

AGATE ALLEY (U of O Campus)PEGASUS PIZZA (All 3 Locations)

PRIMETIME (Springfield)

ExecutionsBANNERS:

EUGENE A GO GO

FIND MORE ART & CULTURE EVENTS IN EUGENE

at EugeneAGoGo.com

About

Matt EmilyBrooklyn Taylor MichelleBorn in the beautiful Willamette Valley to a beautiful mother and father. Often referred to as a hopeless romantic with big dreams and an even bigger heart. Currently a senior at the University Oregon who is having a constant panic attack about life after college. The three things I love most in this world is my family, my friends, and of course my ducks!

I was born and raised in Eugene, Oregon. I have traveled to over ten states and three countries. Many of my friends and family say I eat like a kid, as one of my favorite meals is grilled cheese. I cannot stand odd numbers and always have to have my TV volume on an even number. I am a planner, I plan things and then I plan some more. I always strive to be the best that I can be and never hold back. I try to always remember to enjoy the moment, as I truly believe it is the small things in life that mean so much.

I believe in the journey life has to offer. I believe that everything happens for one reason or another. I believe that because of that said reason, I grow a little more in spirit. I believe that when I have been pushed to my limits, I really see myself in a way I didn’t once before. I believe that it’s alright to have a bad day, but a bad week is too long to be grumpy. I believe a woman should never have an excuse to have her toes polished, no matter what shoes they wear. And I believe that a smile can change everything, and that a dream is what makes our souls tick.

People always tell me that I was destined to be a business woman; I learned to walk holding the clothing rounders in my Grandmother’s many boutiques. She always told me to remember one thing, “polish on, polish off.” It was either all or nothing (when it came to both your nail polish and your work ethic.) Since then, I’ve learned to manage and motivate my teams to give it everything we have. And if there’s any half-assing, they’ll be using their lunch break to fix their chipped manicures.

I was born and raised in the Bay Area and I intend on moving back there some day between now and the rest of my life. I enjoy waking up early more than anyone I know and I never say no to a board game. My favorite day of the week is Thursday and my favorite time of day is happy hour. I used to collect rocks but I ran out of places to put them, so now I collect shot glasses and experiences. I’m 21 years young and I have no idea what the future has in store for me but I plan on making every day “the best day ever”.

EugeneAGoGo

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