We began by conducting both secondary and primary research, developing key insights and examining all possible target audiences. We investigated the day-to-day life of the visually impaired, learning that many who have experienced vision loss suffer from decreasing independence and increasing feelings of loneliness. Our primary research revealed that these individuals turn first to eye care professionals, resource organizations for the visually impaired and residential healthcare facilities to seek practical and medical assistance with blindness. This research helped us to uncover our target audience, primary marketing objectives and brand message.

Since our research showed that many RTBS listeners listen to the radio alone, we have positioned RTBS as a resource for the psychological transition from a sighted world to a nonsighted world. RTBS can aid this transition by providing a constant flow of entertainment, information and a human voice. RTBS serves as “Your Audio Companion.”

Our goal is to inform influencers, educate the public and connect our fan base. By informing our target markets, we hope for them to become RTBS advocates. The tactics for meeting our objectives include: creating starter kits for influencers, writing new press releases and public service announcements for the local media, developing attentiongrabbing radio spots, proposing social media strategy, rebranding collateral pieces, and creating an internship program to assist with executing the campaign.

For more than a century jcpenney has been a dependable retailer and a regular shopping destination for the American family. Founded in 1902 by James Cash Penney, the department store was established on the principle of the golden rule. Throughout the years they have developed a reputation for putting their customers first and providing them with their everyday needs.

However, in the minds of women between the ages of 25-34, the image of jcpenney has not been consistent. For a demographic so interested in fashion, these women prefer to do most of their shopping in specialty clothing stores and small boutiques.

We’ve come to understand our target market’s rationale when deciding where to shop. Atmosphere, style, and brands are essential components of an enjoyable shopping experience. Women want to purchase styles that are on the forefront of the runway.

We believe the jcpenney marketing strategy needs a fresh change to better connect with this demographic. The perception of jcpenney fashion will change in the minds of these women with an emphasis on quality, brand names, and digital technology. The addition of the jcp boutique will provide them with exclusive designer brands and enhance their overall shopping experience. These changes will be communicated using traditional and non-traditional media that will direct that market to innovative digital strategies.

This campaign will give jcpenney the tools it needs to become a fashion destination, in line with the goals of jcpenney CEO Myron Ullman who said himself, “We have centered the merchandising leadership at jcpenney in a way that will allow us to best focus our efforts on confirming jcpenney as a style destination.”

jcpenney is “Ready for Change.” We believe women will be excited to see the bold, new changes that jcpenney is making. Most importantly, this campaign will make great strides in helping jcpenney become a style destination.

Positioning statement “KRNU is Lincoln’s only non-commercial source for independent music, concerts and events.”

Research Through our research, we learned that the KRNU target audience, wants variety, discovery and control over their music. They listen to the radio while driving, but generally dislike commercial radio stations because of talk, song repetition and advertising. They learn about new music from friends, other media and the Web. Target audience members are heavy Internet users, prefer texting over e-mail, and frequently participate in social media.

Creative Plan To reach the “indie” audience, each creative piece is designed to coordinate with another, each contributing in part to a fully integrated campaign. The graphics are edgy, eye-catching and artistic. The colors are consistent with the University to exploit the immediate credibility and recognition. The font adds to the authentic, moody theme of the music to be played on the station while proving enough differentiation from that of the University. The combined strategy for the creative is to build brand awareness for 90.3 KRNU and drive traffic to the station and Web site.

Account Executives | Eric Moyer & Rob Ford

Research Directors | Morgan Thomsen & Lori Neid

Project Manager | Michaela Brown

Media Director | Sara Eason

Public Relations Director | Katlynn Dutkiewicz

Creative Team | Erin McManigal, Drew Mischnick, Andy Moravec

Target Audiences High school students, their parents and advisers, and college transfer students from other community colleges.

Budget The budget for this campaign was under $10,000.

Objectives To research, concept and create an integrated marketing communications plan that will effectively promote the UNL CoJMC to prospective high school students, their parents and advisers, and others involved in the continued growth of the CoJMC and its highly regarded academic and professional reputation.

Creative Strategy The creative is edgy and current, designed to create interest and buzz among the primary target audiences–high school students. The voice and tone of the creative messages meet the needs of the millennial generation and the messages are reflected in each piece through innovative copy, design, and function. Because of what we learned regarding the importance of the CoJMC website experience for potential students, our materials are designed to “get the attention” of the audiences and then to have them further explore other online information, such as the website (currently in a revision of content and design) and a possible microsite, and social media outlets such as Facebook, Twitter, Linkedin and YouTube. The team did not make any specific creative suggestions for the current CoJMC website. The college has a team of outstanding professionals who are in the process of updating and modifying it. However, there are many good recommendations from this team’s research as well as Dr. Shipley’s class research that can guide the CoJMC website team toward an even more effective online presence.

Team advisers were Rich Bailey, Phil Willet and Amy Struthers.

Nissan offers many innovative features that appeal to Multicultural Millennials. This target audience, however, does not recognize Nissan as an innovative company. They are not as familiar with the brand as they are with the competition. In summation, there is a clear disconnect between innovation and Nissan.

We asked members of the target audience about what innovation meant to them. The overwhelming response was that innovation was something that they had personally tried. It simplified a task, raised their standards, or changed the way they live. Before experiencing an innovation, they did not know what they were missing, because innovation cannot be described, briefly demonstrated, or explained in a brochure. Innovation must be experienced to be valued. Innovation is...

Hard to explain, Easy to experience

Our creative communications with the target audiences all revolve around getting the target audience to experience Nissan’s innovations for themselves. Through strategic implementation of traditional media, social media, out-of-home executions, public relations, and point of purchase interactivity, our campaign communicates our message effectively and efficiently.

UNL NSAC 2012 AGENCY

Account Services ● Hans Christensen—Account Supervisor ● Kevin McCaskill—Account Supervisor ● Calvin Drey—Account Planner/Project Manager/PR ● Michelle Pineda—Account Coordinator/Project Manager/PR ● Paul Henderson—Account Planner ● Chelsey Wahlstrom—Account Planner/PR ● Zee Chiweshe—Account Planner/PR ● Jana Schneider—Account Planner/PR ● Ashley Turner—Account Planner

Media Services ● Sara Smits—Media Director Bingjie Zhao—Media Planner ● Tayler Thomas—Account Planner/Media Planner/PR ● Megan Homolka—Copywriter/Media Planner

Creative ● Landon Stahmer—Creative Director ● Rance Ristau—Project Manager ● Nolan Gauthier—Copywriter ● Tim Obermueller—Copywriter ● Russell Troxel—Copywriter ● Dana Oltman—Art Director ● Dennis Bukowski—Art Director ● Maddie Jager—Art Director ● Dylan McCaugherty—Interactive Designer/Writer ● Abby Meyer—Film

As a part of this demographic, many of us were guilty of quickly purchasing our insurance policies online. We thought that we had the coverage we needed — that was before we talked to an agent. In one hour, local State Farm agent Vincon Krikac changed 25 minds. We learned how little we actually knew and how necessary it is to have an agent.

Our peers are no more informed about insurance than we were. Simple questions like, “What’s the difference between liability and collision?” were difficult for them to answer. We knew that if we could give the target audience a glimpse of what we experienced, they would want to talk to a State Farm agent, too.

Our research led us to build creative executions that work with media to make our campaign engage the target audience and encourage them to contact a State Farm agent. Our “Talk to an Agent” campaign highlights what the target audience doesn’t know about insurance and illustrates how to fi nd the answers to their questions.

This campaign ensures State Farm will remain the market leader in the insurance industry and gain new customers in the 18-25 year old demographic. It works because it illustrates the key benefit of State Farm Insurance—the agent.