Over the semester I've been working for Serengetee as a campus representative promoting the brand on campus. For our final assignment, we are tasked with developing a new and creative idea to help bring more awareness to brand and spread the message. For my final rep project I created a campaign that would focus on 5 tailgating promotional events in partnership with Boulevard In Style to be held at major schools around the country utilizing the dedicated and motivated representatives on campus! The image above is a sample event flyer I put together, with the brief I wrote included below:
To help spread the mission and patterns of Serengetee across the country a College Tailgating Tour at select campuses could be the key. One of the biggest events across many universities is college gameday! There is nothing that quite like a football game to bring out people’s passion and love. By operating a tailgating tent or event could bring mass awareness to the brand. The campus representative network could be utilized to help plan and run the event. Limiting the events to one school per region (perhaps by voting on Facebook amongst users), allows for each event to be given enough care and attention to. Carefully timed throughout the football season, each school can help keep the brand relevant during every game, leading to a grand finale event at the last school/tailgate. At each event, campus representatives can be beacons of life, informing tailgaters of the various causes supported by Serengetee. If possible, a small stock could be placed at each event to generate immediate sales; possibly offering a on-site gameday purchase discount. Cards could be handed out with every purchase explaining the organization the pattern they purchased will benefit, providing links to the brand’s site and the cause’s site to encourage further interaction with both. An alternative to having stock on-site would be to offer consumers the ability to make a purchase order that can be entered electronically on-site via iPad/computer or even an order form that is entered in later. Stickers customized for each school could be created to say “Serengetee LOVES ______” and then passed out at the tailgate to help generate more awareness.