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Emerson College

95.5 WBRU


Co nt ent s Executive Summary Internal Analysis Competitive Analysis Consumer Analysis Market Analysis External S.W.O.T. Research Target Campaign Overview Rebrand Strategy/Positioning Creative Brief Creatives Media Plan Budget Evaluation

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Main Entry: 1al·ter·na·tive Pronunciation: \ol-ter-na-tiv, al-\ Function: adjective Date: 1540 1: alternate 1 2: the ability to think, act and be different than the mainstream. 3: the ability to ask questions about the world and find one’s true identity. 4: a community that accepts anyone’s values, beliefs and thoughts outside of the mainstream. 5: applying value and worth to being different from the norm; being left of center; and thinking outside of the box. — al·ter·na·tive·ness noun

Shannon Lehotsky, Amy Levesque, Sam Citron, Emily Smith, Valerie Mattos and Laura Sreebny


Exe c u t i ve Su m m a r y


Inte rn a l A n a l y s i s


Cons u m e r A n a ly s i s


Comp e t i t i ve A n a l y s i s


Mark e t A n a l y s i s


Extern a l A na l y s i s


S.W.O . T. A na l y s i s


Prima r y Re s e a rc h


Prima r y Re s e a rc h


Targe t


Targ e t


Camp a i g n O ve r v i e w


Rebra n d i n g St r a t e g y

Positioning Statement: WBRU is true alternative


Crea t i ve Br i e f


Log o / Ta g l i n e


Prin t Ad s


Even t s


Out- o f - Ho m e


Web s i t e


Soc i a l Med i a


Soc i a l Med i a


Conte s t s / L oy a l t y Ca rd s


SWAG / Gi ve Aw a y s


Med i a Pl a n


Medi a S c h e d u l e


Budg e t


Eval u a t i o n


Works Ci t e d


WBRU Final Book  

WBRU Final Book

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