1. Team Course Project: This course will include a 4 week-long
advertising campaign strategy project for a club or organization
on campus and a formal paper to discuss the experience.
Both group and individual work will be required throughout the
course of the project. Students create advertising campaigns and
run them demonstrating how advertising concepts are used to
engage an audience and enhance comprehension of different
forms of promotional communication for a real client.
Team project will last 4 weeks and we will discuss the
perimeters of your 'hands-on' advertising assignment in class.
You will be engaging in real time, real life advertising.
Each group will document their group project through a formal
paper. Paper is graded separately and is worth 100 points. Paper
should include the following eight items.
Team Project Group Paper should include the following :
1. Executive Summary [10 points ]
2. Introduction of Group Selected [5 points ]
3. Selection of Group, Strategy and Process [15 points ]
a. Demographics, characteristics, Targets, subgroups [CH4] [5
points ]
b. Pertinent information to reach audience [CH 5]
i. emotion appeal, logical appeal, etc.
4. Discussion of the selection of Advertising medium or vehicle
[10 points ]
a. Proposed Ad placement, account planning [CH6], Wording &
Graphics
b. Roadblocks to reception explored
5. Outline of Goals for Ad campaign [CH 7] [15 points ]
a. Who, what, where, and why for target audience connecting
with client goals

2. 6. Discussion of how graphics, wording, tone, layout and
delivery of message connect with target audience [CH 8/ 9] [15
points ]
7. Results of Ad campaign [CH 12] [10 points ]
a. Include any actual results obtained along with the why/why
not results were realized
b. How was awareness/participation increased
8. Conclusion [15 points ]
a. What did you learn, what would you do differently, your
comments.
b. Appendix should include tables, SWOT if done, and any
notes from group meetings
c. Bibliography if needed
1. Market Research
Outdoor Excursion generally markets to the students at UCR
who are SRC members, but they also focus in on those who are
not SRC members. Outdoor Excursion provide SRC members
and non-SRC members day trips to different locations taking
part in different activities. Not only do they have day trips, but
they also have leadership programs all with the goal of
promoting sustainability and giving people the tools to become
a more responsible member of our community. Therefore OE
targeted market is the students at UCR, their friends, and
anyone near UCR. By partnering up with OE we hope to focus
in on their already targeted market and increase their awareness
within UCR. The reason can be that a lot of new students might
not know what Outdoor Excursion is and what it offers. So we
might want to focus in on the new students.
Outdoor Excursions current market dynamics are the day trips
that they offer. Typically these day trips include transportation,
group gear, any equipment needed, lunch, and trip leaders.
Those who are SRC members receive a discounted rate
compared to those who are not SRC members. Some of these
activities include paddle boarding, surfing, hiking, kayaking,

3. snowboarding, and many more. The price for these trips are
generally around $50-$60 for SCR members and $55-$65 for
non-SRC members. Some potential markets that Outdoor
Excursion are missing out on is the potential to expand further
out of UCR. They need to encourage more people that a healthy
lifestyle starts outside, and that OE has the resources to do so.
Not only do they offer day trips but they also sell and rent gear
for hiking, camping, snowboarding, surfing, and etc. Anything
that people will need for their own trips. They provide camping
gear and wetsuits for a good price. This is another part of OE’s
market. They sell and rent used equipment that people might
need for their trips. By having this people who are planning
trips of their own can rent gear that they might need for a
relatively good price. A tent can range from $5-$10, a
snowboard package that includes the board and the boots costs
$21, and a Kayak package can range from $15-$22.
Outdoor Excursion already relies on Facebook, Twitter, and
Instagram to promote their activities as well as emails to all
UCR students with information about their upcoming trips. The
emails provide students with information to where they are
going, what they will be doing, what is provided, and what to
expect when they arrive. Outdoor Excursion might do better
with promoting their activities through YouTube because
posting videos of what they are actually doing can help
persuade more people to take part. Having the connection with
SRC makes it harder for people to distinguish themselves as a
different department. By partnering with Outdoor Excursion we
hope to bring more awareness to their trips and all the great
things they have to offer.
The only barriers that I feel that are preventing us from
reaching our market is that a lot of students when they receive
the email with the information about the trip, most of the time
people tend to ignore it because they think it’s just spam. So I
think that is a barrier we need to find a solution to. We need to
first start with focusing on those who are interested in outdoor
activities and then follow with those who are not so interested.

4. Another barrier we face while trying to reach our target is that a
lot of people would rather stay indoors with their technology
rather than going outdoors and exploring nature. By partnering
up with OE we expect to change that and promote an outdoor
lifestyle away from technology.
2. Target Market
In a broad sense, we aim to reach and inspire the whole UCR
community. We want to encourage environmental awareness and
sustainability. Everyone at UCR has the potential to become
more environmentally responsible members of our community.
Outdoor Excursions can be beneficial to anyone who is willing
to challenge themselves, or develop strong leadership skills.
Specifically, we hope to directly reach those students who
already have an interest in environmental issues. Our target
market also includes students who seek adventure, enjoy the
outdoors, and have a passion for an active lifestyle.
Reaching out to the UCR community as a whole, will give us
the opportunity to gain new audience members. It is possible,
that some students are unaware or uncertain about what Outdoor
Excursions has to offer. Our goal is to inform the community
about the different options available to them, and persuade them
into joining. We are going to reach our target market by
integrating ourselves into social media. We will create
platforms on Facebook, Instagram, and Twitter. Outdoor
Excursions has an advantage over some of the competitors
because you don’t have to identify with a particular group in
order to participate in the activities.
Other organizations and clubs on campus that compete for the
same target audience include the Environmental Science Club
(ESC), CA Public Interest Research Group (CALPIRG),
Chemical and Environmental Engineering Association, Cultivate
R’ Space (R’ Garden), Geology Student Organization (GSO),
and Vertical Ascent Climbing Club (VA Club) to name a few.
These clubs promote either environmental awareness,
sustainability, or activeness.
3. Market Strategies

5. The club that we plan on partnering up with is Outdoor
Excursions (OE), who happen to have an aligned strategy with
us focused on the UN goal of Life on Land. Outdoor Excursions
specifically express in their mission statement how they want to
“inspire advocacy for diversity and environmental awareness
through challenge, adventure and shared experiences.” They
also strive to promote sustainability, which is similar to the
goal of the UN to “promote the implementation of sustainable
management of all types of forests, halt deforestation, restore
degraded forests and substantially increase afforestation and
reforestation globally” by the year 2020. Therefore, we believe
that partnering with this organization will be mutually
beneficial for both parties in our attempt to help establish a
foothold in the fight towards a more eco-friendly and
environmentally sustainable world.
Partnering with the OE was an easy decision to make due
to the fact that there was an established common goal that is
shared between our organizations. We both want to promote the
UN goal of Life on Land by experiencing our world outside of
technology and embrace the personal freedom that comes along
with actually breathing fresh air. We feel that we can help out
their organization by promoting them to a broader audience over
a diverse social network. If we are able to connect a new group
of people to the OE, then we will feel vindicated in our actions.
The more people that we can get outside and exploring nature
will result in a greater connection they have with wanting to
stop the harmful actions we have taken toward our ecosystems.
This will also result in a greater voice to be heard to stop the
the desertification and improve efforts to help manage forests,
which is ultimately what the UN Life on Land goal is all about.
External communication will help us to promote awareness
of this club through social media platforms such as Twitter,
Facebook, Instagram, and Youtube. These are all platforms that
the OE currently use, but we feel that we can further their reach
and provide them with new users (customers). We will team up
with them to help promote an upcoming excursion. One way

6. that this can be done is through an email blast, as well as word
of mouth advertising. The OE can provide us with a target
market of customers that they currently focus on (as well as
their current email subscription list), and we can also expand
this market to include new customers that may be already tuned
into outdoor activities, but were actually unaware of this
organization's existence. We can also expand their network by
providing advertising to groups that are outside of the UCR
family, but who would still be interested in these activities.
Internal communication will be used to communicate
between our group and the OE. This will help to establish dates
for the excursion we will promote, as well as link us with
important people in the organization like the Club President and
other decision makers. Phone and email communication will be
one effective way to keep the conversation flowing, but we also
know that some face-to-face interactions will be necessary to
get everyone on the same page and moving in the right direction
toward a common goal. We believe that if we are able to
implement our strategy of increasing awareness of the OE, then
we will able to provide more users who get to experience nature
and the outdoors. These people will subsequently feel a deeper
connection to wildlife and our ecosystems, and will ultimately
help to promote the sustainability of life on land.
4. In order to bring more awareness to the club we are
supporting, we will take to social media to help us achieve that
goal. There are many companies that do really well all because
they have a strong presence in the social media world.
Companies get famous because when people start to promote or
talk about a specific thing, their friends and relatives get
involved as well and it all starts to build like the snowball
effect; essentially it is all giving the company more and more
views. However, if the company does not have a strong presence
in the social media world, they may not do well or be as popular

7. as they would be with the help of social media. For our club, we
will be using Facebook, Instagram, and Youtube in order to
promote our club.
The first social media outlet we will be using is Facebook. Now
since there is over a billion Facebook users in the world; it
should not be that hard to gain some followers for a club that
wants “environmental awareness through challenge, adventure
and shared experiences.” Our goal is to achieve at least 50 likes
on our Facebook page by the end of our campaign. We will do
that by strategically promoting our club through images and
daily updates. According to Forbes.com, in order to gain a good
amount of followers on Facebook we have to use pictures for
every post in order to keep the followers engaged, writing
exciting posts about our club, and regularly responding to
followers’ comments in order to make them feel involved. We
can also use Facebook in order to hold meetings or tell the
people about any exciting and upcoming events.
The second social media outlet we will be using is Instagram.
There are over a 100 million Instagram users every month and it
is all about sharing pictures and short videos of what your club
or page is about. Our goal is to reach at least 75 followers on
Instagram by the end of the campaign. We can use this
opportunity to share the experience of being a part of the
Outdoor Excursions club. According to esocietyc.com, we can
gain more followers by posting at the time when a lot of people
are engaged (which they say is Wednesday between 5 and 6pm),
using popular hashtags in order to get more views by people,
host contests, and do giveaways. We can use these tactics in
order to get more followers on Instagram and get more people's
attention for this club.
The last social media outlet we will be using is Youtube. This
would be the best place to tell everyone what are club is about
by sharing videos of the changes or the environmental

8. awareness they have brought to the campus. Our goal is to have
at least 200 views on our video by the end of our campaign. We
will use various tactics such as asking our followers on
Facebook and Instagram to subscribe to our Youtube channel
and making our videos inviting and up to today’s standard for a
good Youtube video. One event we will host in order to increase
attendance is a table by the bell tower where we will encourage
people passing by to attend our club’s meetings in order to win
prizes and get free food.