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% Westford Promo % Meeting 2014-06-27

Campaign Planning

Format of Campaign

Two-part format of a "lead-in" witty, interest-building campaign and a main informational campaign.

  • Initial lead-in campaign of images (funny, not directly related, build interest). Email distribution
  • Main campaign of posters (physical and email). Advertise in IRC as well.
  • Produce guidebook detailing presenting interns, their projects, etc and distribute several days prior

Six-Week Schedule of Campaign

Week 1: 6/30 - 7/4

Production of initial lead-in campaign ideas Value cleverness, eye-catching, and wittiness over excessive information

ACTION ITEMS

  • Have finalized clever slogans
  • Create images and flyers
    • This involves coordination with Raleigh for branding material

Week 2: 7/7 - 7/11

Selection of final images to use in campaign. Limited focus-group testing

ACTION ITEMS

  • Finalize lead-in images
  • Find willing members for a focus group to test campaign material
  • Schedule meeting with focus group to test material

Week 3: 7/14 - 7/18

Beginning of lead-in campaign, create images for final campaign

ACTION ITEMS

  • 2 emails distributed through the week
  • Post flyers created for lead-in campaign
  • Produce posters/images for final campaign

Week 4: 7/21 - 7/25

Conclusion of lead-in campaign. Begin production of guidebook. Finalize design of main campaign posters - value information over cleverness.

ACTION ITEMS

  • 2 emails distributed through the week
  • Swap flyers for new images
  • Coordinate with planning to get information on guidebook
    • Includes intern names, pics, presentation subjects, department, etc
    • Can use intern handbook for reference

Week 5: 7/28 - 8/1

Main campaign begins. Post main "informational" flyers, IRC posts begin

ACTION ITEMS

  • 2 emails distributed through the week
  • Post new main campaign flyers
  • Send notices on IRC #boston
  • Create intern guidebook

Week 6: 8/4 - 8/8

Week of event.

ACTION ITEMS

  • Swap posters for new design
  • Distribute guidebook 1-2 days before event

Other Notes

  • Raffle - gain tickets for visiting/talking with interns, tickets = chance at prize

    Raffle prize follow-up - can John knit something? Anything else to use?

  • Posters - bathrooms, breakrooms (near coffee!), possible cafeteria?
  • Mailing lists and IRC: boston-list and #boston (#westford?)
  • Coordination with Raleigh Promotion
    • Syncing media will require adaptation (different date/time)
    • Need company branding standards
    • Our production experience is limited

Notes 2014-06-30

  • Talked to facilities, learned restrictions on signage and advertising (may need to cut back on actual paper flyers)
  • Contacted the person in charge of digital advertising screens in break rooms; lobby. Unfortunately, he's on PTO until next Monday so that effort is on hold
  • Began creation of flyer concepts, need branding schemes to finalize
  • Sent email to interns to begin collection of bios for pamphlet. Deadline next Friday. Also had an intern volunteer to compile the bios for the brochure.