A G E N C Y M I S S I O N STAT E M E N T We seek to create lasting relationships between U-M students and the city of Detroit through shared experiences made possible by the Detroit Center Connector Transit (MDCC). R AT I O N A L E O V E R V I E W We aimed to create a campaign for the University of Michigan DCCT that resonates with our target demographic, Michigan undergraduate students. In order to create a compelling campaign, we conducted research that explored what students want out of an experience in Detroit (later described in the research section). We used this research to craft a sincere message that represents the abundance of cultural experiences that Detroit has to offer. We utilized the sense of pride commanded by the Michigan brand in order to generate the excitement and a sense of allure that Detroit deserves. J. Kache is comprised of University of Michigan students who are committed to the revitalization of Detroit. We are the agency for this task because we are the target demographic. Below you can find each team member’s specific contribution to the team that further rationalizes our heightened ability to market this product. TEAM MEMBERS JESSI GARON: Business Planning (Ross Business BBA) KRISTEN CLEGHORN: Creative Planning and Execution (Art & Design BA, Communications BA) ABBY PILARSKI: Account Management, Media Planning (Communications and Spanish BA) COLIN WALBRIDGE: Copywriting (Sociology BA) HALEY GOLDBERG: Social Media Planning and Execution (Communications and English BA) EUNJIN KOH: Market Research (Economics and Communications BA) PL AN INTRODUCTION KEY FACT The University of Michigan DCCT presented the opportunity to cultivate lasting relationships between University of Michigan students and the community of Detroit. This transportation service is unique in that it is the only free mode of transportation directly from the heart of campus to the cultural epicenters of Detroit that is financially supported and endorsed by the University of Michigan. Moreover, it is utilized only by those affiliated with the university. Though the University of Michigan brand is already internationally recognized, the successful launch of this new service presents the opportunity to connect the University brand with the revitilization efforts in Detroit. This can create working relationships between students and Detroit businesses and organizations , allowing the University to directly play a part in reinvigorating the city. CONSUMER PROBLEM THE ADVERTISING WILL SOLVE The successful launch of this new service will allow those University of Michigan students who already wanted to venture to Detroit – but who previously couldn’t do so because of a lack of convenient transportation or parking – the means to travel to Detroit. In addition, this service hopes to shift the perception common among both out-of-state and in-state students concerning the lack of value in visiting Detroit. We hope to inform students of the cultural, educational and entertainment value the city possesses by positively highlighting the various activities available in the city. This campaign must overcome existing stereotypes that paint Detroit as an unsafe, insignificant and abandoned city. The advertising must persuade the target audience (described in detail later) of the positive experiences one can have in Detroit and the memories that can be made there. Moreover, persuading the target to connect with the city of Detroit as a function of supporting both the state and University of Michigan will serve as an influential message.
OVERVIEW OF TRANSIT SYSTEM Launched in October 2013 and funded by the Provost Office’s Transforming Learning for the Third Century grant, the Michigan Detroit City Connector (MDCC) provides a free transportation service to students at the University of Michigan. The primary goal of this pilot program presented by the U-M Detroit Center and the Semester in Detroit program is to “facilitate learning and cultural exchanges across the region.” Students must register online in advance, and can bring up to four guest riders with the presentation of their MCard. The Connector currently runs on Fridays and Saturdays with a limited variety of times available to ride; the Friday Connector is a Trinity bus equipped with Wi-Fi and outlook plugs, while the Saturday Connector is a Michigan Blue Bus. Convenient to students, MDCC picks up at the Central Campus Transit Center (CCTC) and has five stops in Detroit: Southwest Detroit, Downtown, Eastern Market, U-M Detroit Center, and the Cultural Center. COMPETETIVE OUTLOOK OTHER METHODS OF TRANSPORTATION AVAILABLE TO UM STUDENTS -Note that while the options range in affordability, every option lacks support while in the city. DCCT can provide that network and even safety net for students. • Drive Own Car: Due to Ann Arbor’s extensive bus system made free to students, as well as the limited parking available in the city and around campus, many UM students opt out of bringing a car to campus. Students who do have a car on campus would be dissuaded from driving into Detroit because 1) high gas prices lead to at $10+ round trip fee in gas alone 2) parking can be difficult and confusing downtown especially for those unfamiliar with the city. • Take a taxi: A popular alternative to driving a self-owned car is to call a taxi cab because of its reliability and flexible times. Unfortunately, a cab to Detroit hails a steep $75 for a one-way trip. • MFlyer/AirRide: Presented by AATA, the Flyer and AirRide buses serve to transport students beyond Ann Arbor and Ypsilanti. However, the buses do not stop downtown and instead are intended to take students to Detroit Metro Airport and East Lansing. • Zip Car: Another popular alternative to owning a car, Zip Car allows students to affordably rent a car for a single day or to purchase a semester long Zip Car pass. Multiple car pick-up sites as well as a simple system to reserve cars make this option appealing to many students, however, the issue of parking downtown is still an issue. Costs are determined by the hour and can lead to high bills for full-day use. • Greyhound: This overlooked method of transportation is rarely used by students because of its inconvenient pick up and drop off locations. The cheap fares keep people coming around. PRIMARY AND SECONDARY RESEARCH PRE-EXISTING INFORMATION The Detroit Center Connector Study Results (available on website) • “Results show riders are most interested in using the shuttle to attend for social and cultural events” • “over half of respondents (57%) indicate they would travel to Detroit more often if transportation were readily available” • Most students responded they would use the shuttle for cultural events, social visits with family or friends, volunteering, or for a job/internship J. KACHE’S QUALTRICS SURVEY Through our primary research, we gained insight into the mindset of University of Michigan, Ann Arbor students and their perceptions of Detroit. We conducted an online survey among 88 University of Michigan, Ann Arbor students using the Qualtrics program to determine attitudes towards Detroit. Additionally we were able to ask respondents to give 3 adjectives to describe Detroit to gain a more honest, straightforward understanding of their perceptions. The results are below. Main reasons for not going to Detroit • Feeling unsafe (88%) • Lack of events or activities in Detroit (50%) • Lack of transportation (50%) Main incentives that would encourage visits to Detroit
• Free transportation (57%) • Michigan-sponsored events (57%) • Planned-event deals (47%) Most popular places/attractions in Detroit • Restaurant/bar scene (44%) • Sports event (42%) • Fine arts (DIA, Opera House, Fisher Theater): 41% According to survey participants, transportation was an important factor in deciding a trip to Detroit. While the DCC alleviates the problem of the lack of transportation between Detroit and Ann Arbor, there are other factors such as safety, events and attractions that need to be better promoted to strengthen the connection between U of M students and Detroit.
Figure 1: Respondents’ words sorted by prevalence. Larger words were recorded more often.
A compilation of the most popular words students responded with is shown in figure 1. S WO T A N A LY S I S INTERNAL STRENGTHS AND WEAKNESSES Strengths • Price affordability • Easy accessibility • University of Michigan facility brings a sense of security and reliability to students • User-friendly website -Though lacking in mobile: making recommendation for DCCT to make mobile application similar to the M-Bus mobile app created for students to track Michigan buses across campus. Read in more detail under strategy. Weaknesses • New service therefore unknown among students • Limited service schedule EXTERNAL OPPORTUNITIES AND THREATS Opportunity • There is no other transportation system connecting the heart of the University of Michigan campus to downtown Detroit • Many start-ups and excitement happening in Detroit Threats • Safety concerns • Economic problems • Cold weather • Stereotypes BUSINESS AND MARKETING OBJECTIVES BUSINESS OBJECTIVES • Fundamental Entity – DCCT Bus Route • Branding Strategy – Umbrella Branding; The DCCT is another extension of the illustrious and immense “University of Michigan” brand. • Core Competence – Providing safe, efficient, and free transportation for University students ONLY from convenient, oncampus locations. • Strategic Asset – Pre-established connection with University of Michigan, a brand that the student population is very passionate about. • Consumer Benefit – free, safe transportation to Detroit where educational, cultural, and personal growth can be experienced, which will allow for personal growth and exposure to an urban environment and culture. MARKETING OBJECTIVE • Acquisition: Since this is the launch of a new service, and therefore doesn’t have an existing customer base, we must
follow an acquisition strategy. Through our campaign, we hope to build awareness and increase use of the DCCT service. We hope to increase awareness of the DCCT service by 75% among the target audience as a direct result of this campaign over the first year of its existence. We also hope to spur initial trial of the DCCT service by 35% among those who see the advertisement. ADVERTISING OBJECTIVES 1. Depict U-M students experiencing Detroit in a positive way, and create a connection between UM and the city 2. Dissuade students from using competing services for transportation C R E AT I V E B R I E F PROBLEM The launch of the Detroit Center Connector campaign will provide University of Michigan, Ann Arbor students the means to travel to Detroit. This service hopes to shift the perception common among both out-of-state and in-state students concerning the lack of value in visiting Detroit. We hope to inform students of the cultural, educational and entertainment value the city possesses by positively highlighting the various activities available in the city. Overall we hope that this advertising campaign will strengthen the sense of unity and community among Ann Arbor students and Detroit. TARGET AUDIENCE The Detroit Center Connector campaign hopes to resonate with the University of Michigan undergraduate students. Our target audience is educated, cultured, and fluent with social media. Based on results from our primary research we divide our target market into three demographics: • Adventurous Alice: Alice loves adventure and new experiences. She is not keen of her every-day, mundane routine and occasionally likes to escape her neighborhood. Alice appreciates good food and does her research on must-eat places before traveling. Alice is a frequent user of social media. She tweets about her whereabouts, takes pictures of her food and drinks to share her experience with her friends. • Sporty Steve: Steve is all for sports and he likes to cheer for his community’s sports team. He always catches games on ESPN but never misses the chance to see them live at a stadium. He is not only a major Wolverine fan, but he also loves the Detroit Tigers, Lions, Pistons and the Red Wings. When he can’t make it to the live games he likes to kick back with his friends at a sports bar. • Artsy Adam: This student is an aspiring artist. In Ann Arbor he loves the occasional trip to the UMMA and smaller galleries in Main Street and Kerry Town. However he also appreciates fine arts and historical architecture. CONSUMER INSIGHTS The target market is motivated by the restaurant/bar scene, sports events and fine arts of Detroit. Despite such values of Detroit, our target hesitates going to Detroit because of many reasons related to safety, lack of events and activities in Detroit and the lack of transportation. Therefore we divide our target market into three demographics; an adventurous student, a sports enthusiast, and an artist. While Detroit Center Connector hopes to alleviate the problem by providing lowcost transportation we hope our advertising campaign can add to this merit by highlighting Detroit events and attractions that our target can engage with. BRAND IMPERATIVES The important features of the Detroit Center Connector are the connection with the University of Michigan, low price and easy accessibility. We have identified our competitors to be other transportation methods that connects Ann Arbor to Detroit, such as personal cars, taxis, MFlyer/AirRide, Zip Car and Greyhound. Our competitive advantage is price, easy accessibility and safety. The Detroit City Connector is unique in that it is the only University of Michigan transportation transiting directly from the heart of the campus to the cultural epicenters of Detroit. Unlike other transportation means the Detroit Center Connector promotes a strong relationship between the University of Michigan, Ann Arbor students and the city of Detroit creating a sense of community. COMMUNICATION OBJECTIVES Our main goal is to bring University of Michigan students closer to Detroit and create a uniformed community. We hope that by doing so, our target’s negative perception of Detroit as being “dirty,” “unsafe,” “abandoned,” “bankrupt” and etc. will be transformed into a more positive outlook. Our ultimate goal is to transform these feelings into actions by creating more transactions between the university and the city that creates lasting relationships through shared experiences made possible by the Detroit Center Connector. We hope this will bring the university a step closer into reinvigorating the city.
PROPOSITION (SELLING IDEA) The campaign will introduce and highlight events and activities in Detroit that our target will find most invigorating, such as sports events, arts destinations, and other tourist attractions. We will emphasize the liveliness of these venues to alleviate safety concerns many students associate with Detroit. MEDIA CONSIDERATIONS We plan to use various media platforms including traditional broadcast and print media, outdoor and the web such as the Big Ten Network, The Michigan Daily, non-traditional media such as buses and outdoor posting walls on campus, Spotify, YouTube, Facebook, Twitter and Google Adwords. Creative approaches across these mediums must be developed. CREATIVE DIRECTION To generate these responses in students, our ads take on an affective, emotional tone. Using a heartfelt voice-over, we draw on students’ wanderlust and invite them to experience Detroit while simultaneously showing footage that showcases the beauty of Detroit. We would like to debunk the idea that Detroit is a separate entity from Ann Arbor, as there is in fact a UM Detroit center and free transportation to those who want it. We want to convey that all it takes to get there, should the ad resonate with them, is reserving a seat for themselves online. OVERVIEW OF MEDIA PLAN INITIAL CONSIDERATIONS We designed a media plan to maximize the success of an awareness campaign for the Detroit Center Connector. This campaign will run for the winter semester of 2013, after which time results will be assessed in order to determine the possible continuance of this program in Ann Arbor (this constitutes phase 1). After a successful run of 1-year, we will propose a spinoff campaign to colleges who are in similar need of improved transportation systems, like the Dearborn campus (this is phase 2). In order to most effectively reach our primary target for the winter semester test, we have created content for a variety of platforms including traditional broadcast, print media, outdoor, and the web. The media vehicles we have selected all have high levels of college-age viewers. All of the budget graphics can be found in the figures on page 8. BROADCAST MEDIA The national broadcasting media vehicle we will use is the Big Ten Network, which is owned by CBS. The Big Ten Network offers extremely competitive commercial rates for a national network and reaches 53 million households. The cost per tv spot is determined on an individualized basis, and may include unique in-game features and sponsorships. Annually, the Big Ten Network televises over 1,000 live events whose content ranges from women’s volleyball to men’s football. This network is key for connecting with our target audience due to the importance of college sports, particularly football, basketball and hockey, at the University of Michigan. Not only will a spot on this network garner a lot of attention during athletic events in which a University of Michigan team is participating, but it will also serve to familiarize audiences from different colleges with our campaign, which will prove key in phase 2 of our campaign strategy. Since the cost for spots on this network is determined on an as-needed basis, our cost estimate is one which reflects a typical spot during a college football game taking place on saturday on a competitive network, abc, and amounts to $103, 948. We recognize that this is likely an overestimate, as advertising for hockey and basketball spots are generally much lower in cost. This estimate, however, is accurate in that is assumes cost calculated on Saturday, which has, on average, the most televised University of Michigan hockey and basketball games. PRINT MEDIA (NEWS & OUTDOOR) In terms of print media, the media vehicles we plan to utilize include the Michigan Daily, Blue Bus and AATA advertising space, and the Diag Board advertising space. The Michigan Daily is a student-run publication at the University of Michigan that is published Monday through Friday during the fall and winter terms. It has a readership of over 15,000 students and faculty. Since this is the most universally recognized and read publication on campus, it has the potential to reach the largest share of our target audience. Moreover, with sections such as Arts and Culture and Sports, we can reach the various subsegments of our target audience (Sporty Sam, Artsy Alice and Adventurous Adam) with different variations of our print campaign. We will purchase spots in the Thursday and Friday editions of the publication, as the Detroit City Connector bus schedule currently only runs on Fridays, Saturdays and Sundays. Print ad: 40” ad = $14.30 2x a week x 16 weeks = $457.60 Since our campaign is one of awareness for which we have identified a flooding strategy, we will also create print advertisements for non-traditional media such as buses and outdoor posting walls. This outdoor strategy allows us visibility from students who may not engage in the other specified media vehicles. Many of the students who represent potential converters to our service - those who may not have access to a vehicle - are underclassmen. Advertising on these two vehicles
allows us to contact individuals who may have both desire and an actual need for the bus system. The cost of advertising on these vehicles totals $536.50, a cost which includes initial labor and printing as well as display costs for the entirety of the phase 1 period. Bus advertisements (Blue Bus and AATA) Blue Bus and AATA (glue-mounted ad) 17 x 11 ads = labor and printing $35/set of 30 17 x 11 ads = display costs $2.50/linear inch first week (17 x 2.50 = $42.50) 17 x 11 ads = display costs $1.80/linear inch each week after (17 x 1.80 = $30.60) Total cost: $35 set up + $42.50 first week + ($30.60 x 15 weeks = $459.00) = $536.50 The Diag posting wall is an another site we have chosen to display a variation of our print ads. This space has a tradition of serving as a site of advertisements for student events, campaigns, and the like. Therefore, having a presence in an area typically looked to for special events, promotions, and University of Michigan services will help ensure students that the bus system, though running to Detroit and sponsored by the Detroit City Center, is affiliated with the University in a positive and clear manner. We want to maintain a consistent presence in this outdoor space, but recognize the need to budget this area of the campaign wisely; as such, we will purchase ad space from this vehicle every other week during the course of phase 1. Diag board spaces $19 a week $19 x 7 weeks = $133 ONLINE BANNER ADS We also plan to purchase space on the Michigan Daily website as it is a popular, online source of information and news for University of Michigan students. As the site gets over 30,000 hits per week, it proves a valuable addition to the paper advertising space. The price for online banner ads on the Michigan Daily website appears below: Online banner ad: $1,250 per month x 4 months = $5,000 ONLINE RADIO We have decided to create a 60-second radio ad that will run on Spotify in order to promote our new service. Since Spotify has over 24 million active users (40% of which reside in the US and are between the ages of 18-24) this vehicle is concentrate with both our target and individuals similar to our target. As Spotify currently targets based on demographics and location, these factors are the keys ways to making sure that our ads are delivered to the target. The rates for November of 2013 were found to be approximately $16.00 per CPM. Since the busiest time of the day for playing music (on average) is from 4-5 pm on Thursdays, we will purchase audio time during this space, as well as during Friday and Saturday, as these are typical days during which our target may be listening to Spotify. Since we can only estimate CPM beforehand, we plan to allot $32.00 during the course of phase 1. YOUTUBE AD Our choice to advertise on YouTube is reflective of the great influence the content-sharing medium plays in the media-driven lives of college students. 200 million of the 1 billion videos streamed daily are viewed from a mobile device; participation in this medium may therefore enhance both our online and mobile presence. Moreover, 48 hours of user-generated content is uploaded to YouTube every second. Therefore, it is crucial that we strategically place our YouTube ads, as well as the videos we upload, so as to avoid getting lost in this clutter. Therefore, we have chosen to place ads for our service in conjunction with the two most popular videos uploaded to the University of Michigan official YouTube channel. These videos, “The Letter M” and “Explore” have 104,081 and 54,084 views, respectively. The breakdown below explains our plan for YouTube advertising, which is paid for only when the ad is viewed in full ($.40 each completed view), and totals approximately $1,728 during phase 1. We also plan to upload our commercials (30-second and full 2-minute narrative) to both the University of Michigan and Detroit City Connector YouTube channels to allow for native sharing and cost-free promotion. On average 30% of users watch the YouTube ads. 70% of users are skipping the ads. UM channel viewership between Oct 13-Nov 10: 40,000 (estimate of one month viewership) Estimating 40,000 x 30% = 12,000 people view YouTube ads a month 12,000 x $0.40 = $4,800 a month Advertise on the videos: “The Letter M” with a viewership of 104,081 and “Explore” with a viewership of 54,084 - the viewership of these videos is approximately 9% of the total UM channel viewership = 1,624,835. Accounting for the 9%, $4,800 x 9% = $432 a month Total campaign cost for YouTube = $432 x 4 months = $1,728 SOCIAL MEDIA AND SEARCH Advertising on social media sites and search engines proves necessary in today’s digital age. We have decided to use facebook advertisements, as opposed to promotional posts, and we plan to target the audience based on their facebook activity and information including that of age, sex, location, interest in Detroit, and enrollment at the University of Michigan. We have allotted a $5 maximum per day allocation to advertising on facebook. Though the actual
cost per day would depend on the CPM, the assumption that approximately 75% of the budget is spent per day, the total cost of advertising on this vehicle would be around $393.75 during the 15-week trial period. On Twitter, we have decided to create to promote the Detroit City Connector existing account. In this strategy, we pay $.50 per new follower gained as a result of the promoted account. We have decided to put a cap of $2.50 per day on the spending of this medium as well, as we expect not to exceed more than 5 new followers per day (on average) during the course of the trial campaign. As such, approximately $50 per month will be spent on Twitter, for a total of $200.00. We have also decided to utilize Google’s AdSense which distributes our advertisements amongst the “Google Network.” The “Google Network” encompasses all of Google’s partner sites including Google Finance, Gmail, Blogger, YouTube as well as a variety of news, blogs and other niche sites across the internet. We will use the ‘radius targeting’ option to allow ads to be shown within 1 mile of Ann Arbor’s central campus. We will allot a daily budget of $5.00. Again, we would only pay for the CPM that we allot per day. Assuming the whole budget is not met per day, the approximate cost would be $360.00 MOBILE APPLICATIONS The BTN2Go mobile app also has great potential for further connecting with our Ann Arbor target audience due to its ability to geo-target specific cities. The importance of mobile communication with the college-age population has been evidenced by data collected by the PEW Research Center. In a 2010 study, it was found that college-age students (both undergraduate and graduate) are more likely to have and use cell phones with email and internet connectivity features than are nonstudents ages 18-24 as well as the entire adult in general. Additionally, we recommend that the Connector develop an app to coordinate with its website. This app would provide realtime updates on the connector bus locations and estimated arrival times, a task currently assigned to the connector’s twitter handle. More importantly, however, this app will function as guide to the city. Survey results indicate that students primarily associate Detroit with fear and danger, therefore, the purpose of this app is to make each and every student feel safe and secure while visiting Detroit. Students will have the opportunity to access lists of must-see events and locations based on individual preferences, virtually eliminating the fear of aimlessly wandering through an unknown city. Additionally, students would be provided a direct contact with a DCC representative that will have the ability to access your exact location utilizing GPS information sent from the app. This contact will be available throughout the entirety of the connector’s operating times to answer specific questions, give directions to bus stops, and to redirect students to major establishments if they feel they have wandered too far beyond the beaten track. JAN JAN JAN J. 28- FEB FEB FEB F. 25- MAR MAR MAR MAR APR APR APR 7-13 14-20 21-27 F. 3 4-10 11-17 18-24 M. 3 4-10 11-17 18-24 25-31 1-6 7-13 14-20
BTN TV spot Mich. Daily Print Ads
Th/Fri Th/Fri Th/Fri Th/Fri Th/Fri Th/Fri Th/Fri Th/Fri Th/Fri Th/Fri Th/Fri Th/Fri Th/Fri Th/Fri Th/Fri
AATA, Blue Bus Signs Diag Boards YouTube Facebook Twitter AdSense Spotify Mich. Daily Banners
Figure 3: Media flight plan from Jan. 7, 2013 - Apr. 20, 2013
Figure 2: Total media budget across all vehicles
C R E AT I V E ST R AT E G Y CREATIVE CONCEPT Transforming the target’s negative perception of Detroit as “dirty,” “unsafe” and “abandoned” to foster a positive relationship between UM students and the city of Detroit.
CHANGES • New Logo In order to reiterate the connection and safety associated with UM and carrying that to the city of Detroit, the DCC’s logo had to be re-vamped to be more inviting and reassuring.
Figure 5: Revamped DCC Logo
Figure 4: Existing DCC logo
PRINT ADS We chose the copy “Campus just got a little bigger,” to be cohesive with the message of Detroit not being a removed entity from Ann Arbor, but an extension of UM’s campus and a great place to explore and experience. Visually, we conveyed that idea by combining elements that are typical and symbolic of Ann Arbor arranged to create the old English ‘D’ used by the Tigers and city publications. Modifications of this design will be in print in The Michigan Daily as well as on AATA & Blue Buses and outdoor diag boards. VIDEO We decided to go for an emotionally affective ad showing UM students in Michigan apparel enjoying a day in Detroit. What initially started in normal time seemed to make more sense in reverse, showing the full events of the day but ending in a display of how simple it is to use the system and get to Detroit. Focusing on artistic shots of the DIA and Scarab Club to appeal to ‘Artsy Adam,’ shots of local haunts like Great Lakes Coffee Company and downtown Olga’s to appeal to ‘Adventurous Alice,’ and the skating rink and hustle and bustle of Greektown to allude to the activities and events taking place that might interest ‘Sporty Steve.’ Presenting views of not just the pretty--but the gritty beauty and reality of a city in rebirth--shows how important it is for students to explore and play a role in revitalizing a part of UM’s campus. The shorter, 30-second ad will be placed to target UM students on Youtube, while the 2-minute spot with an emotional voice-over and call to action is a stand-alone video meant to act as more than a commercial. It’s there to inspire not only new crowds to visit Detroit, but draw in existing supporters of the city and remind metro Detroiters who may view the ad that the city is alive and well. Amidst the recent announcement confirming its bankruptcy, we believe that the 2minute spot can act as a piece of inspiring video that people will want to share with friends and family. The video can be accessed at bit.ly/welcometodetroit AUDIO Since the audio spot will be played to geographically targeted college students in the Ann Arbor area, we decided to embrace humor in a cheesy, Blair Witch Project-inspired 60-second spot. While it is humorous, it also contrasts the hilarity of some of the stereotypes that plague Detroit and dispels any concern students might have in traveling to the city. DIGITAL AND SOCIAL MEDIA Figure 6: ‘Campus just got a little Considering the DCC reservations are taken care of online, and the fact that we bigger’ print ad end our video spot with a student reserving his spot on the site, digital banner ads and social media are important in targeting and drawing in students for immediate action. The banner ads would be found on The Michigan Daily’s website as well as affiliated sites targeted through Google AdSense. While this goal is important, providing shareable content on social media as well as maintaining online engagement with
students across the most popular platforms is even more crucial. A big creative strategy is to increase interactions with connector student users and Detroit businesses concerning positive Detroit experiences. Currently, the DCC’s twitter rarely re-tweets news of great user experiences, which would make the service more trustworthy and personable. By engaging with students (through re-tweets, mentions, and facebook commenting) and sharing beautiful images of Detroit places and businesses, as well as announcements of events to attend, the DCC can provide students with comprehensive exposure and encouragement to try the DCC transit service. Using these platforms as a means to communicate about delays and being there as a resource should students get lost in the city will greatly increase students’ feelings of comfort and familiarity, leading to increased use and higher rates of recommendation to friends.
Figure 7: Banner ad example on The Michigan Daily’s website
S P E C I A L C O N S I D E R AT I O N S THANK YOU J. Kache would like to recognize the help that the UM Detroit Center was able to give in coordinating a plan, answering interview questions, and even personally answering phone calls we made when the connector bus was running late and we were unsure where to go. The newness of this campaign provided awesome opportunities to create truly original content, as well as prompted the group to have open minds for an immersive creation experience. Getting to know the city of Detroit, meeting people, and learning along the way were amazing benefits in choosing to work on this campaign and gaining portfolio material. The city of Detroit is inspiring and we’re very glad to have attempted to further the city’s rejuvination.