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Orangeville: Bringing Clemson and Greenville Together

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by

Sydney Gaston

on 21 April 2015

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Transcript of Orangeville: Bringing Clemson and Greenville Together

Branding
Clemson
at Road Warriors Game

Objectives
Brand Awareness
Knowledge of the Clemson MBA Program
Knowledge of Clemson Football Games
Target Market
Greenville Families

Families in Greenville area
Attend Clemson
football games
MESSAGE
MEDIA
TARGET
Greenville Business Professionals
Business professionals from ages 23 to 30
Digital television displays (concourse and external)
Website
Facebook
Email blasts
MESSAGE
MEDIA
TARGET
Concourse digital television displays
Wall graphics
Column wrappings
Website
External digital display
Apply to the Clemson MBA program
Target
75,000
21,000
3,400
1,500
Message
MBA the Orangeville Way
Convenience
Cost Effective
Clemson
Media
Target
Families of any size in the Greenville, SC area
Message
Bring your family to Clemson outings
Clemson football
Media
Measuring for Success
"Every Saturday is a family reunion" -Dabo Swinney
Objectives
Brand Awareness
Promote the Clemson Brand
Target Market
Prospective Students
Students: potential undergraduate and graduate
Make Clemson a part of
your consideration set
MESSAGE
MEDIA
TARGET
Alumni
Clemson Alumni living in the Greenville area
Email
Direct Mail
Advertising in Downtown Greenville- banners, orange water in fountain
MESSAGE
MEDIA
TARGET
Social Media
WOM
Direct Mail
High School Program advertisements
Email
Pulse
Linkedin
Stay connected to Clemson
Media
Target
Ages 14 to 18 for undergraduate
Ages 22 to 39 for MBA Program
Male or Female
Visiting or living in Greenville area
Message
Measuring for Success
Greenville Families

Families in Greenville area
Clemson has plenty to offer for families
MESSAGE
MEDIA
TARGET
Billboards
Meet the Tiger
Homeowner Associations
Facebook- older crowd
Flyers
Target
Alumni in the Greenville area
Age: 25 to 65
Male or Female
Target
Families of any size in the Greenville, SC area
Parents or guardians with children aged 3 to 18
Message
Donate to Clemson University
Stay connected with Clemson, students and faculty
Ongoing involvement with Clemson events and associations
Message
Media
Media
Apply to Clemson
Build Awareness
Consideration Set
Get involved with Clemson
Build Brand Loyalty
Be ONE with Clemson
Clemson Experience BBQ
Location
Timeline
Food and Beverages
External Digital TV Displays expected to impress 65,000 cars per day
Email blasts and Facebook advertisements for Clemson MBA Info Session increased attendance by 15%
Click-throughs from Road Warriors ticket page to Clemson football ticket page -Monitoring game attendance

Prospective Students:
Awareness
Facebook
Twitter and Instagram
Trial: At the event have as many as 30 students sign up for Clemson tours
Gather information from prospective students to follow up with them after event
Prospective MBABB Students:
Awareness
Email
Targeting PULSE
Trial: Measure this success by tracking the amount of RSVPs from the emails
Alumni:
Awareness
Email- one email per week until the event
Trial- Measure success by tracking RSVPs from the emails
Full transcript