THE TEAM1

DebADVISOR

Mr. Sloan

MEDIA PLAN/RESEARCH

DIRECTOR

Anna

ACCOUNTCOORDINATOR

Kristin

KimACCOUNT MANAGER

AHALCE

AHPR

MENTORAlex

CREATIVE DIRECTOR

Evan

Mr. Swangard

DIGITAL STRATEGY DIRECTOR

Chris

CREATIVE CONSULTANT

Josh

AHPRLIASON

Erin

BETTER BRANDS

INFORMATION & INPUT

INNOVATION & CONTENT

INSIGHTS & IDEAS

AHA/AHPR

NVC

UO (LCE)

THE 2008 DEBRIEF

THIS WAS OUR FOUNDATION FOR OUR DISCUSSIONS.

TAKEAWAYS2

1. Drive awareness of NVC, LCE, UO

2. Differentiate NVC from other business plan competitions

3. Increase submissions to NVC

4. Connect NVC to the LCE

NVC’S3

THREE MOST IMPORTANT QUESTIONS

1. WHO ARE YOU? (IDENTITY OF NVC)

2. WHAT DO YOU DO?3. WHY DOES IT MATTER?

4RESEARCH FINDINGS

•35 INTERVIEWS VERSUS 6•KEEP THE CONVERSATION GOING

•READING OUR TARGETS’ BLOGS, WATCHING VIDEOS

•SURVEYS

BUILDING ON LAST YEAR: ETHNOGRAPHIC RESEARCH

LEARNINGS FROM 2008In-depth interviews with involved and connected people are incredibly valuable.

It is necessary to continue research in an environment that is constantly changing.

Entrepreneurial-minded people may be too broad of a target.

5RESEARCH FINDINGS

STAKEHOLDERS• ANGEL INVESTORS

• VENTURE CAPITALISTS

• SPONSORS

• ENTREPRENEURS

• ALUMNI

• MBAS

• BUSINESS SCHOOLS

WHO DID WE TALK TO?

TARGET AUDIENCE COMMUNITY

WHAT DO THEY ALLHAVE IN COMMON? LIFESTYLE.

6RESEARCH FINDINGS

PEOPLE WHO KNOW ABOUT US, LIKE US. WE JUST NEED TO GET THEM TALKING ABOUT IT.

ADVANTAGE:

NVC ALREADY HAS A FAN BASE

“TRULY A CLASS ACT”“THE QUALITY OF THE JUDGES SETS NVC APART”

“RESTLESS SPIRITS”

7RESEARCH FINDINGS

WHAT IS THE LIFESTYLE WE’RE TARGETING?

-VALUE RELATIONSHIPS

-WANT TO BE CHALLENGED

-COMMUNITY-ORIENTED

-FORWARD-THINKING

-SEEK PERSONAL CONNECTIONS

“Consistently being inspired and challenged is what sets GOOD and GREAT work apart.”

“Networking is huge. Knowing people is just as important to producing great work.”

“People don’t like listening to advertising, they like listening to stories.”

RESEARCH FINDINGS8

WHY DO THEY COMPETE?

- IT’S THE NETWORKING

- IT’S THE FEEDBACK

- IT’S THE EXPERIENCE

- IT’S THE CHALLENGE

- IT’S THE QUALITY

- IT’S THE RESUMÉ BUILDER

“I know NVC is prestigious, but do the companies I want to work for know that?”

THEY WANT RECOGNITION AND THEY WANT CONNECTIONS. NVC IS NOT AN EVENT, IT’S A RELATIONSHIP.

THE BIG QUESTION9

How can we make astrategy where people can’t help but talk about NVC?

1. COOL FACTOR

2. OPEN SOURCE COMMUNITY

3. BRAND LONGEVITY

THE “COOL FACTOR”10

NVC IS ALREADY “COOL”

CONSISTENTLY STATED IN IN INTERVIEWS

PEOPLE MAKE MANY DECISIONS BASED ON PEER INFLUENCE/BEHAVIOR

COOL COMES FROM A PERSONAL CONNECTION

COMMUNITY11

COMMON INTEREST IN A COMMON TOPIC LEADS TO DISCUSSION

OPEN SOURCE LEARNING TOOL

Connect NVC to an already vibrant community that thrives on the entrepreneurial spirit.

How can all NVC targets benefit from and learn from each other?

If NVC were a city, it would be Portland. Portland already has an established network of forward thinkers and a community that welcomes new and innovative ideas.

BRAND LONGEVITY12

CREATE AN ENTRY POINT.

TELL THE NVC STORY. SHOW HOW NVC IS MEANINGFUL AND BENEFICIAL.

CREATE A REASON TO STAY.

BRANDS NEVER CLOSE13

IT’S NOT JUST ABOUT NVC APRIL 9TH - 11TH, IT’S ABOUT THE NVC EXPERIENCE, 24/7, 365 DAYS A YEAR.

THE BREAKDOWN14

POWER IN POSSIBILTY.

...TO SUPPORT AND FUEL THE THOUGHT LEADERSHIP AND CONVERSATIONS OF THE RESTLESS SPIRITS WHO ARE ALREADY COMMITTED TO THE NVC MANTRA

1. COOL FACTOR

2. NVC COMMUNITY

3. NVC LONGEVITY

3 INCREMENTAL STEPPING STONES...

DIGITAL STRATEGY15

LEVERAGE ANALYTICS INFORMATION AND PREVIOUS NVC TAKEAWAYS TO IMPROVE PAST EFFORTS AND DRIVE WEB TRAFFIC AND OVERALL BRAND AWARENESS

PARTNER WITH UO DIGITAL TEAM TO MAINTAIN OVERALL STRATEGY AND BUILD NVC ONLINE PRESENCE.

SEARCH ENGINE OPTIMIZATION WILL SUPPORT OTHER ONLINE EFFORTS AND PROVIDE A FRAMEWORK FOR ADWORDS PURCHASES.

TEAM WITH RESEARCH TO FIND BETTER BLOGS AND OTHER OPPORTUNITIES TO DRIVE TRAFFIC BACK TO MAIN SITE.

WHAT

HOW

AHPR & MEDIA STRATEGY16

UTILIZING A GRASSROOTS STRATEGY Reach people where they already are.

PR THROUGH DECEMBER

AHA AND AHPR HAVE BEEN WORKING TOGETHER TO CREATE A PR PLAN.

WHEN

CREATIVE STRATEGY17

NVC IS FULL OF CREATIVE PEOPLE IN EVERY ASPECT OF THE COMPETITION. THIS AUDIENCE RESPONDS WELL TO CREATIVE FORMS OF COMMUNICATION. THIS YEAR, OUR NVC TEAM CONTINUES TO DEVELOP THE CREATIVITY THAT WAS ESTABLISHED LAST YEAR WITH THE REBRAND.

WHAT

CONTINUE WITH THE ELEVATOR BOOTH THAT WAS PLACED ON CAMPUS LAST YEAR.

BRING TO LIFE A SECOND ROUND (LIGHTNING ROUND?)

PUSH NVC BRAND DESIGN AND STRATEGY THROUGH A FOCUSED CAMPAIGN THAT IS GENERATED BY THE CREATIVITY WITHIN THE NVC GROUP ITSELF.

HOW

TIMELINE18

NVC WORKPLAN FALL 2008

JULY AUG. SEPT. OCT. NOV. DEC.Research

Strategy

PR

Digital Creative