The Red Shirt 2010 Campaign

Intern Marketing Plan

Overview• Background• Objective• Challenges &

Opportunities• Target Audience• Strategies• Tactics• Budget• Evaluation

Background• $250,000 for Great People Scholarship over 5 years• 1st edition created 2008-2009 school year

– Targeted alumni, friends, fans– Sold 2,000 shirts

• 2nd edition created 2009-2010 school year– “On Wisconsin” theme– Target audience added student organizations– Sold 4,350 shirts

• 3rd edition for 2010-2011– Buckingham U. (Badger) design– Target audience student body

• Our brand is spirited, philanthropic, collectible

Objective

• The primary objective of this campaign is to increase sales of The Red Shirt by 23% (increase number of shirts sold to 5,350). Secondly, we hope to increase awareness of The Red Shirt and WAA. Both objectives should promote the success of the other. Progress will be measured approximately every month and reported to supervisors at the semester-end points of the 2010-2011 academic year.

Challenges

• Lack of awareness on campus

• Building a tradition from the ground up

• Communication with the target audience

• The current economy • Competing

merchandise

• Dislike of the product• Dislike of t-shirt quality• Misunderstanding of

product’s message• Existing abundance of red

Badger gear• Lack of identification with

Wisconsin Badger spirit• Lack of t-shirt popularity

among peers

Opportunities

• We are UW-Madison students• Strong network of connections on campus• Partnership with student organizations• Build brand recognition through consistent campaign• Technology needed to send a message efficiently• Access to expertise and talents of fellow WAA staff members• Support from the chancellor• Take advantage of existing campus events • Loyal, spirited, student body fan base

Opportunities Cont.

• Limited unique collectible• Inexpensive product• Create new contacts for future campaigns• Raise awareness for The Great People Scholarship, the Red

Shirt, and WAA• Make the Red Shirt a trend• Increase the appeal of the Red Shirt• Working relationship with the Athletic Department

Target Audience

Primary• Student Body

– 1st Year– Continuing– Seniors– Recent Grads– Residence Halls– Student Orgs– Greek Life– The Band– Athletics

Secondary• Alumni• Graduate Students• Parents• Faculty

Sales Strategies

• Add value to a student’s experience at UW

• Add value to scheduled events with T-shirt

• Maintain partnership with businesses from previous years

• Create new partnerships with the connections that each team member can offer

• Take advantage of resources of Bucky’s Locker Room

• Relate to different segments of the target audience

• Keep the Red Shirt design or brand screen in line with student style/taste

• Emphasize cost and put it in perspective to another product

Awareness Strategies

• Provide students with opportunities to learn about The Red Shirt

• Utilize the faculty to help engage in another UW tradition

• Reach Badger fanatics through viral marketing

• Web services at WAA keeping Web site in the loop

• Make brand visible, clear, and recognizable through design

• Assist in building tradition• Consistent campaign

through images, logos, and messages

Sales & Awareness Strategies

• Take advantage of campus events to draw in a large volume of students

• Shift emphasis from alumni target audience to primarily UW students

• Emphasize retirement factor of editions

• Use WAA resources to create a well rounded campaign

• Present WAA, The Red Shirt, and ourselves in a professional, spirited, and engaging manner

• Put emphasis on unity, importance of the cause, and symbolism

• Maintain current testimonies of recipients of the Great People Scholarship online

Tactics• Football Family Fun Day (Aug. 22)

– Have a table at entrance selling shirts– Encourage fans to go to Bucky’s Locker Room and purchase The Red Shirt

• Library Mall Sales on Residence Hall Move-In Days (Aug. 27 and 28)– Set up in Library Mall to sell shirts to first-years and residents moving in and

touring campus with families

• Bascom Hill Display (Sept. 7 and Oct. 5)– Set up 100+ plain red t-shirts in shape of huge red t-shirt on Bascom– Post massive banner with The Red Shirt and online info

• Sales in Residence Hall Cafeterias prior to big campus events (Sept. 8)– Set up tables in Pop’s/Ed’s and Frank’s to sell shirts– Take pics of students with Bucky and Red Shirt, Post-it giveaway

Tactics (cont.)

• Offer Red Shirt deal to Greeks (Sept. 13)– Attend first Greek chapter meetings and offer to sell Red Shirts and in

exchange, Greeks get service hours– Follow up with online promo code, email, and shirt delivery– Offer competition for chapter that sells most shirts; prize

• Student Organization Fair (Sept. 14)– Attend to offer deal: They keep $4 of every shirt they sell through org.– Distribute flyers and Post-its as awareness and reminders

• Homecoming Parade (Oct. 8)– Carry Red Shirt banner

• Badger Bash/WAA Huddles (9/11, 10/9, 10/16, 11/13) • First-Year Parent’s Weekend (Nov. 13 and 14)

– Online sales- students can pick up shirts on campus

Tactics (cont.)

• Communications– Jumbo-tron messages (Athletic Dept.)– Posters (Res. Halls, TA offices, libraries, etc.)– Emails– Post-its– Point of Purchase displays (Bucky’s Locker Room)– Facebook/Twitter/WAA Web sites

Budget

• Our budget to promote the Red Shirt until December 2010 is $6,000. We are responsible for implementing our campaign within this budget. However if any additional expenses are needed, they will be approved through WAA staff.

Evaluation

• We will meet weekly as a group to discuss progress and changes within our plan. We will also meet individually with our supervisor as we begin to execute goals individually.