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THE TEAM Josh CREATIVE CONSULTANT

Mr. Swangard

Kristin

ACCOUNT COORDINATOR

Alex MENTOR

Evan

AHA

CREATIVE DIRECTOR

NVC INNOVATION & CONTENT

INFORMATION & INPUT

BETTER BRANDS

AHA/ AHPR

INSIGHTS & IDEAS

UO (LCE)

Kim ACCOUNT MANAGER

Chris

DIGITAL STRATEGY DIRECTOR

LCE

Mr. Sloan

AHPR

Anna

MEDIA PLAN/RESEARCH DIRECTOR

Deb ADVISOR

Erin

AHPR LIASON


TAKEAWAYS THE 2008 DEBRIEF 1. 2. 3. 4.

Drive awareness of NVC, LCE, UO Differentiate NVC from other business plan competitions Increase submissions to NVC Connect NVC to the LCE

THIS WAS OUR FOUNDATION FOR OUR DISCUSSIONS.

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NVC’S

THREE MOST IMPORTANT QUESTIONS 1. WHO ARE YOU? (IDENTITY OF NVC) 2. WHAT DO YOU DO? 3. WHY DOES IT MATTER?

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RESEARCH FINDINGS LEARNINGS FROM 2008 In-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.

BUILDING ON LAST YEAR: ETHNOGRAPHIC RESEARCH •35 INTERVIEWS VERSUS 6 •KEEP THE CONVERSATION GOING •READING OUR TARGETS’ BLOGS, WATCHING VIDEOS

•SURVEYS

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RESEARCH FINDINGS WHO DID WE TALK TO?

STAKEHOLDERS

• ANGEL INVESTORS • VENTURE CAPITALISTS • SPONSORS • ENTREPRENEURS • ALUMNI • MBAS • BUSINESS SCHOOLS

WHAT DO THEY ALL HAVE IN COMMON?

TARGET AUDIENCE

COMMUNITY

LIFESTYLE.


RESEARCH FINDINGS ADVANTAGE:

NVC ALREADY HAS A FAN BASE

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

“THE QUALITY OF THE JUDGES SETS NVC APART”

“TRULY A CLASS ACT”

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RESEARCH FINDINGS WHAT IS THE LIFESTYLE WE’RE TARGETING?

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

“RESTLESS SPIRITS” -VALUE RELATIONSHIPS -WANT TO BE CHALLENGED -COMMUNITY-ORIENTED -FORWARD-THINKING -SEEK PERSONAL CONNECTIONS

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

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


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RESEARCH FINDINGS 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.


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THE BIG QUESTION

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

1. COOL FACTOR 2. OPEN SOURCE COMMUNITY

3. BRAND LONGEVITY


THE “COOL FACTOR”

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NVC IS ALREADY “COOL” CONSISTENTLY STATED IN IN INTERVIEWS

PEOPLE MAKE MANY DECISIONS BASED ON PEER INFLUENCE/ BEHAVIOR COOL COMES FROM A PERSONAL CONNECTION


COMMUNITY

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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.

COMMON INTEREST IN A COMMON TOPIC LEADS TO DISCUSSION


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BRAND LONGEVITY CREATE AN ENTRY POINT. NVC STORY. SHOW HOW NVC IS MEANINGFUL AND BENEFICIAL. TELL THE

CREATE A

REASON TO STAY.


BRANDS NEVER CLOSE IT’S NOT JUST ABOUT NVC APRIL 9TH - 11TH, IT’S ABOUT THE

NVC EXPERIENCE, 24/7, 365 DAYS A YEAR.

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THE BREAKDOWN 1. COOL FACTOR 2. NVC COMMUNITY 3. NVC LONGEVITY

3 INCREMENTAL STEPPING STONES...

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

NVC MANTRA POWER IN POSSIBILTY.


DIGITAL STRATEGY WHAT

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

HOW

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.

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AHPR & MEDIA STRATEGY UTILIZING A GRASSROOTS STRATEGY

WHEN

AHA AND AHPR HAVE BEEN WORKING TOGETHER TO CREATE A

PR PLAN.

Reach people where they already are.

PR THROUGH DECEMBER

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CREATIVE STRATEGY WHAT

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.

HOW

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.


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TIMELINE NVC WORKPLAN FALL 2008 JULY

AUG.

SEPT.

OCT.

NOV.

Research Strategy PR Digital Creative

DEC.

NVC research and strategy presentation  

the dock for the NVC client research and strategy pitch

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