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Demmer Center

Six Rivers Creative GroupAdaemia Campbell, Dana Al-Nasrallah, Kathryn Theda, Julia Brierton, Annie Stephens, Zach Peterson

+Brand Problem

Current Situation Demmer Center is losing 50% of its profits by not

getting enough traffic through its doors.

Through our survey and research majority of people are not aware that the Demmer Center exists.

Bad PR from recent gun shootings at schools and general bad reputation for guns.

+Obstacles

Awareness: Lack of awareness for the facility and uses by general public. Factors include:

Poor signage outside of facility Lack of presence on campus and digitally on the internet Lack of advertising and marketing due to low budget. Any

advertising has been minimally effective.

Controversial Subject Matter Perception on all weapons by general public is mostly

negative. Gun control issues and violence in the news

+Target Analysis

MSU, LCC and Cooley Law Students

Families in the East Lansing and Lansing area

+Potential Clients

Demographics College students living in the area Local residents Male and Female Disposable income Ages 18-40

Psychographics Outgoing personality willing to try new activities Freshmen at State looking to get involved Families looking for a fun activity to spend time together

+Opportunities

Demmer Center Colleges Utilize all outlets at colleges in the area to create

awareness among students

Unique state of the art facility 5 outdoor archery ranges, 2 indoor firearm ranges,

spacious lobby

Training and Education focus for archery and shooting Welcoming family atmosphere

Outstanding faculty

+Creative Strategy

Colors Green Camouflage Outdoors Hunting and Archery MSU Green and State helmet

Consistent Appearance People recognize and remember Demmer Center easier and

stands out to create awareness Familiarity with surrounding community

+Print Advertisement

+Brochure

+Website

+Public Relations

PR statement to reply in event of another shooting in the U.S.

“We at the Demmer Center want to send our condolences to the victims and families affected in the

recent shootings in (city or state). We want to stress that our mission is safety and education at our firearm and archery facility. We want to encourage the public to not let the actions of this individual discourage them from

coming out to the Demmer Center and try-out our state of the art facility.”

+Promotions & Events

Demmer Center College Campuses Michigan State University

UAB event Archery Day at the Rock CATA bus route to Demmer Center

Cooley Law and Lansing Community College

Guest Speakers Instructors from Demmer Center give guest lectures

in criminal justice degree classes and criminal law classes

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Sparticipation MSU Archery Team and Demmer center hold

interactive archery booth for promotional prizes

Self-Defense Classes at Demmer Center Lansing community Demmer Center Hand to hand defense and pistol instruction

Promotions & Events

+Media Selection

Print Coupon Insert: 10% discount Newspaper Insert

State News, Lansing Journal, Lansing City Pulse Brochure

Out-of-Home Billboard New Sign outside Demmer Center

Promotional Merchandise Koozys and Pens

+Media Selection

Online Marketing Website Update Google Adwords SEO Marketing Campaign for Internet Search Engine

Optimization

Social Media Facebook Twitter

+Media Calendar