This is the formal powerpoint presentation that my team of interns created and executed throughout our internship at the Wisconsin Alumni Association.

1. The Red Shirt 2010 Campaign Intern Marketing Plan

3. Objective

5. Strategies

6. Tactics

7. Budget

9. Objective The primary objective of this campaign is to increase sales of The Red Shirt by 23% (increase number of shirts sold to 5,350). Secondly, we hope to increase awareness of The Red Shirt and WAA. Both objectives should promote the success of the other. Progress will be measured approximately every month and reported to supervisors at the semester-end points of the 2010-2011 academic year.

10. Challenges Lack of awareness on campus Building a tradition from the ground up Communication with the target audience The current economy Competing merchandise Dislike of the product Dislike of t-shirt quality Misunderstanding of product’s message Existing abundance of red Badger gear Lack of identification with Wisconsin Badger spirit Lack of t-shirt popularity among peers

11. Opportunities We are UW-Madison students Strong network of connections on campus Partnership with student organizations Build brand recognition through consistent campaign Technology needed to send a message efficiently Access to expertise and talents of fellow WAA staff members Support from the chancellor Take advantage of existing campus events Loyal, spirited, student body fan base

12. Opportunities Cont. Limited unique collectible Inexpensive product Create new contacts for future campaigns Raise awareness for The Great People Scholarship, the Red Shirt, and WAA Make the Red Shirt a trend Increase the appeal of the Red Shirt Working relationship with the Athletic Department

13. Target Audience Primary Student Body 1st Year Continuing Seniors Recent Grads Residence Halls Student Orgs Greek Life The Band Athletics Secondary Alumni Graduate Students Parents Faculty

14. Sales Strategies Add value to a student’s experience at UW Add value to scheduled events with T-shirt Maintain partnership with businesses from previous years Create new partnerships with the connections that each team member can offer Take advantage of resources of Bucky’s Locker Room Relate to different segments of the target audience Keep the Red Shirt design or brand screen in line with student style/taste Emphasize cost and put it in perspective to another product

15. Awareness Strategies Provide students with opportunities to learn about The Red Shirt Utilize the faculty to help engage in another UW tradition Reach Badger fanatics through viral marketing Web services at WAA keeping Web site in the loop Make brand visible, clear, and recognizable through design Assist in building tradition Consistent campaign through images, logos, and messages

16. Sales & Awareness Strategies Take advantage of campus events to draw in a large volume of students Shift emphasis from alumni target audience to primarily UW students Emphasize retirement factor of editions Use WAA resources to create a well rounded campaign Present WAA, The Red Shirt, and ourselves in a professional, spirited, and engaging manner Put emphasis on unity, importance of the cause, and symbolism Maintain current testimonies of recipients of the Great People Scholarship online

17. Tactics Football Family Fun Day (Aug. 22) Have a table at entrance selling shirts Encourage fans to go to Bucky’s Locker Room and purchase The Red Shirt Library Mall Sales on Residence Hall Move-In Days (Aug. 27 and 28) Set up in Library Mall to sell shirts to first-years and residents moving in and touring campus with families Bascom Hill Display (Sept. 7 and Oct. 5) Set up 100+ plain red t-shirts in shape of huge red t-shirt on Bascom Post massive banner with The Red Shirt and online info Sales in Residence Hall Cafeterias prior to big campus events (Sept. 8) Set up tables in Pop’s/Ed’s and Frank’s to sell shirts Take pics of students with Bucky and Red Shirt, Post-it giveaway

18. Tactics (cont.) Offer Red Shirt deal to Greeks (Sept. 13) Attend first Greek chapter meetings and offer to sell Red Shirts and in exchange, Greeks get service hours Follow up with online promo code, email, and shirt delivery Offer competition for chapter that sells most shirts; prize Student Organization Fair (Sept. 14) Attend to offer deal: They keep $4 of every shirt they sell through org. Distribute flyers and Post-its as awareness and reminders Homecoming Parade (Oct. 8) Carry Red Shirt banner Badger Bash/WAA Huddles (9/11, 10/9, 10/16, 11/13) First-Year Parent’s Weekend (Nov. 13 and 14) Online sales- students can pick up shirts on campus

19. Tactics (cont.) Communications Jumbo-tron messages (Athletic Dept.) Posters (Res. Halls, TA offices, libraries, etc.) Emails Post-its Point of Purchase displays (Bucky’s Locker Room) Facebook/Twitter/WAA Web sites

20. Budget Our budget to promote the Red Shirt until December 2010 is $6,000. We are responsible for implementing our campaign within this budget. However if any additional expenses are needed, they will be approved through WAA staff.

21. Evaluation We will meet weekly as a group to discuss progress and changes within our plan. We will also meet individually with our supervisor as we begin to execute goals individually.