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S T R

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2009


MEET OUR TEAM

We are a group of committed and creative individuals who are passionate about advertising and design. Together we have created a fully integrated campaign that will revitalize Demmer Sports. Enjoy!


Eric Rogg

Keely Mann

Anthony Richards

ART DIRECTOR

CREATIVE DIRECTOR

GUERILLA MARKETING

Thomas Mahoney

Paige Leibinger

Scott Tomsa

PUBLIC RELATIONS

ACCOUNT SERVICES

PLANNER


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the t a th us, o s rts le. To nter o p S ab on ce r fi i e t n i emm rly ide nvent D co lity clea i a c a e f ess is re like h t ed busin s mo m a nd -n f the u e r nd o a s e o r d . W ose nte range ere e ff p r C o pu mer es ing c t i o v m r e s De a sho e s th twist. ls y than a i e r v ate con odern m o rint he log d a m p w e nd nly t an n r a b e b Th s the we sing o h t bo ed u . give n i y sed displa ovided u be e pr b n s t a d It c shoul forma and rs and colo

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COLOR PALETTE Inspired by the MSU football team logo, we opted to take Demmer’s colors back to their Spartan roots. Color codes are provided below. All branding and promotional materials should utilize these colors.

c=90 m=45 y=75 k=48

c=90 m=45 y=75 k=48

c=0 m=0 y=0 k=46

c=0 m=0 y=0 k=0


TYPE FACES


SWOT STRENGTHS State of the art facility Focus on training Safety On the MSU campus

WEAKNESSES Lack of awareness Not enough business Poor marketing Only 22 caliber allowed


OPPORTUNITIES Target market easily accessible Further education Debunk negative stigmas Alternative entertainment Offer elective classes for credit

THREATS Lack of awareness Not enough business Poor marketing Only 22 caliber allowed


CAMPAIGN OBJECTIVE Our objective is to generate awareness for Demmer Sports, particularly on the college campus, through marketing and web outlets. We hope that this campaign will boost membership and create business for Demmer Sports.


STRATEGY Position Demmer Sports as a fun, safe alternative entertainment destination.


ARGET


18 2ND OF TO 25

3 5 FAMILY TO

AND 44

NON GAMERS


SPARTYS IMPLEMENTATION Meet with Demmer Center building to see if it’s a viable space. A break even analysis would need to be done to see if it’s economical. Because it’s a general fund building, you will have to go through Physical Plant and get an architect involved. Planning items such as a technical drawing, hours of operation, training information, number of employees, etc. would need to be submitted to the Ingham Health Dept. for ground breaking approval (need to submit a plan review). Ingham county approval (up to 30 days for approval) Hire a general contractor Order all materials (wall, lights, shelving, food equipment, etc.) for the store It will take about 6 months once Ingham County approves

JENNA BROWN

Culinary Services


ARCADE 3 games, Big buck hunter, Crane game, and Golden tee All non-violent, the shooting game is hunting focused


WEB STRATEGY


The website was redesigned to include the most important and relevant information while maintaining the new Demmer Sports branding. The homepage includes the hours of operation, upcoming events, and an embedded Google Map of the location of the shooting center. Each page is designed to provide a clean, user-friendly interface where viewers can easily access the information they are looking for without getting lost in excess content.


SOCIAL

MEDIA

STRATEGY


Each Social Media page is included on every page of the site to provide easy access to Facebook, Twitter, Google+, and Instagram. Including these social media handles will improve the websites Search Engine Optimization (SEO) and Social Media Optimization (SMO). The Social Media Strategy for Demmer Sports is fairly straightforward. A simple revamp of the Demmer Facebook page to apply the new branding, as well as creating Twitter, Google+, and Instagram handles to further amplify communication. Each page will be actively populated with videos and photos of the Demmer Shooting Center as well as relevant articles and posts to engage with fans and followers.


PR EVE

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r d fo e s nd u ews a n N rit te State w e re to the te and b n o t d ca e sen prom e r b u o pict y can rnal, t s e u s o he elea tlets. T tate J R S s new dia ou ansing e h e L T ial m as the ents. c o s ell the ev w as icize l pub

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NOODLES & CO ARCHERY TEAM FUNDRAISER

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HALF-TIME NERF GUN FIGHT

The archery team will hold a fundraiser at the popular restaraunt, Noodles & Company, to raise funds for the team and awareness for the ceneter. They will have posters, stickers and T-shirts to give away to interested parties. A portion of the profits from all the meals purchased during the specidfie fundraising time, will go toward the archery team.

At the half-time show of a Michigan State basketball game we will host a Nerf gun fight at half-time. If possible we would like Tom Izzo to be involved. A video will play during the fight that promotes the Demmer Center. More information on this event is available in the press release.


NEWS RELEASE

FOR IMMEDIATE RELEASE Month, date 2013

Contact: Paige leibinger 248-347-8711

Demmer Sports launches Basketball half-time show Nerf gun fight to be held at half-time show of Michigan State basketball game

EAST LANSING, Mich. —Demmer Sports, Target Shooting and Education Center, has planned to launch a half-time event at Michigan State Men’s Basketball games. Starting in the fall of 2014 the event will present a demonstration using Nerf guns with special guest, head coach, Tom Izzo. This event will be on a volunteer, first-come first-served basis and participants will be provided with a green or white Demmer T-shirt to represent their teams. This initiative is meant to encourage students, faculty and fans to sign up and become a member at Demmer Sports. This event will also make those attending aware of what the Demmer Center has to offer. Demmer Sports differs from other shooting ranges because it is a training and educational facility that offers both indoor and outdoor archery ranges as well as indoor ballistic ranges. “The Demmer Center will provide our students and the public with first-class instruction, skill development, education and training opportunities in a state-of-the-art facility, one day we want to see an MSU Spartan as an Olympic shooting athlete,” said -William W. Taylor of the Fisheries and Wildlife Department. Since opening in 1950 the Demmer Center is one of the only organizations in the United States that offers onsite educational training and utilizes the latest shooting range technology while remaining environmentally friendly.


NEWS RELEASE

FOR IMMEDIATE RELEASE Month, date 2013

Contact: Paige leibinger 248-347-8711

Demmer Sports Hosts Archery Team Fundraiser Very first archery club fundraiser at Noodles and Company

EAST LANSING, Mich. — The Demmer Center for Shooting Sports is planning to host a new fundraiser event for the archery team on Friday September 6th, 2013 from 4-8pm. This fundraiser is designed to create a certain percentage of profits from the meals purchased during the event that will go towards funding the archery team. The goal is to not only raise funds for the archery team, but also draw in new members and educate them about the Demmer Center. Team members will set up displays showing pictures of the team, Demmer Center branding along with facts about the team and the center. The Demmer Center is unique because it is an educational center that offers a variety of classes from beginner to advanced in both archery and ballistics including Bow-hunting, Bow-fishing, Archery 101, Introductory Rifle and Pistol classes and the NRA Basic Pistol Class. “ It feels great to be helping Michigan State University bring a world class facility to its campus for the promotion of shooting sports” said John Demmer creator of the Demmer Center. For over 60 years the Demmer Center is one of the only shooting centers in the United States that offer’s hands on training before you begin shooting while also remaining environmentally friendly.


AWARENESS In initial surveys we found that 84% of respondents did not know what Demmer Sports was. To comabt this we updated the signage to display the new logo. The use of brand imagery makes it more appealing than the current textbased sign, and also more identifiable.


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AT THIS EXIT, FUN IS ALWAYS THE TARGET.


These billboards will be displayed at the Jolly Road exit. Their purpose is to raise awareness. They will run one after the other for an estimated period of around 2 months each. The one on the left will run first, and the one pictured will run second.


PRINT Our print campaign takes advantage of eye-catching slogans and phrases to draw college students attention. They will be posted at various locations around campus. These are meant to spread awareness and get the attention of college students, as well as the secondary target of families.

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POSTER 2

POSTER 3

DAY BAD A SAY THE AT GOODBYE RANGE IS TO FAMILY BETTER G

BOWLIN NIGHT. DEMMER SPORTS TARGET SHOOTING AND EDUC ATION

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THAN A GOOD DAY AT WORK DEMMER SPORTS TARGET SHOOTING AND EDUC ATION

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Photo from: supportforstudents.msu.edu

GUERILLA We plan to paint the popular rock on MSU campus with the Demmer Sports logo and colors. Next to the rock we will set up a tent where students can shoot targets with NERF guns for the chance to win prizes, such as free range sessions or Demmer Sports t-shirts.


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Stickers will be posted and handed out on campus, as well as at events. These could also be sold in the new apparel section of the Demmer Sports building.

EST.

2009


FINANCE BILLBOARDS Range of $1,500 to $30,000 per 4 week period according to Blue Line Media

POSTERS Vistaprint.com creates poster for $3.74 per poster

SHIRTS Underground printing gave us a quote of $5.24 per T-sirt for 100 shirts

ARCADE Between $2,000 and $5,000 per product. Leasing plan availbale through BMIgaming.com


IMPLEMENTATION STEP ONE Figure out printing of billboards, posters, shirts, stickers and press releases. Get all materials printed.

STEP TWO Meet with Sparty’s and Michigan State University to discuss Sparty’s proccess and new signage.

STEP THREE Put up new website and new social media sites. Populate them with news from the center and videos

STEP FOUR Meet with Noodles & Co, Breslin Center, and the University to discuss implementing the events and guerilla tactics.



Demmer Sports Plans Book