CLIENT: Eugene Generals (Teir III hockey team a part of the Northern Hockey League).
INSIGHTS: The Generals needs to reach people looking for experience.
OBJECTIVE: Increase brand awareness and community involvement with the Eugene Generals.
AUDIENCE: Families, teenagers and alternatives.
1. Families - they have children ages 14 and under. They are looking for something that is fun, exciting and affordable to do. They know nothing about the hockey experience.
2. Teenagers - they respond to independence and entrepreneurialism. They like products and messages that reflect reality that is not perfect. They look for authentic and genuine two-way online conversations.
3. Alternative - they believe that small actions can make a big difference. These are the people who bring their own bags to the grocery store. They are spontaneous and resilient. They gage their happiness from experience, moments and memories.
OPPORTUNITY/IDEA: Show individuals that they are a part of the larger community outside of themselves. Generate veracity, humility and passion. Utilize surrounding developed and renovated area.
MEDIA: The media plan separately reaches each of our audience groups in strategic ways. The eight-month media campaign timeline is built both during and around the hockey season with consideration to receptivity and accessibility.
I got the opportunity to work with Allen Hall Advertising, a student run advertising agency within the University of Oregon's School of Journalism and Communication.