LSM 450: Addy Gorham's Marketing Plan

Spring Day has come and gone. I am happy with the results. Spring Day received a lot of good feedback this year. I am lucky to have been a part of it. Neither my co-chair nor I had ever planned Spring Day before and that gave us an advantage. We came into the position with fresh ideas, new enthusiasm, and an attitude to make everything bigger and smoother than it was the year before.  One of my proudest accomplishments of the day was the "Free Zone." I think I recognized a student need that hasn't been met before. Traditional Spring Days feature inflatable ride, karaoke, and tons of food. People love the food but they're not always engaged in the activities. This year we reevaluated what the students were looking for in a n experience. What we discovered is that they just wanted an area to relax with their friends. It had been a long year and they deserved to relax. Further, the girls especially, were looking for photo opportunities to capture the perfe...

IT'S REALLY HAPPENING NOW Spring Day is tomorrow. I am so excited for all of our logistical elements to come together. But, I just spent six hours setting up a stage for an unappreciative rapper named Travis Scott. I. Am. Exhausted.  Here's everything to look forward to tomorrow.  The elements from noon-7pm are apart of the strategy that I designed. Each element will be detailed in my Marketing Plan for Bentley University. 

Take control of your content Over the weekend SP&E sent an email recapping the reveal party. They had HYPE at the event taking pictures and posted all the photos online on their social media. The reveal recap was part of their monthly newsletter that is sent to all students by email. I was pretty excited to get my first feature in a campus-wide email... even if you couldn't see my face.  CAB Could Do This Too Checking out HYPE's recap of the reveal party made me realize that I could do that too! And probably do it better. The SP&E/HYPE newsletter inspired me to try something of my own. I could also hear the voice of one of my professors in the back of my mind stating how disappointed he was that no one in the class had a personal website or was regularly creating content. Spring Day desperately needed a website and I was the girl to make it happen.  A Blog as a Tactic In week since the reveal party I must have been asked a dozen times "Wait, w...

This Week Was the Spring Day Reveal Party The reveal party is a key element to the marketing of Spring Day. It capitalizes on the excitement of students to create an event bigger buzz about the event. At the reveal part we release the name of the artist(s) and begin to talk about the theme of the day.  Our reveal party was supposed to be outside next week. We had panned to put a hot air balloon on the library quad and drop the name of the artist from the balloon. Unfortunately, because the weather is unpredictable and they're going to have a giant ten on the quad for accepted students day, we had to come up with a backup plan. It's really too bad because the hot air balloon stunt would have been experiential marketing for an experiential marketing event.  Since the hot air balloon was nixed, we had to come up with a backup plan. We teamed up with HYPE to make a video instead. We wanted a ton of people to come to the viewing party of the reveal party so I cr...

Spring Day is Everywhere Today I had a speech in my COM 210 class I gave a lesson on what I know best, Spring Day. Our assignment in effective speaking was to give an informative speech. A topic that I definitely know a lot about was Spring Day. It was really cool so see the excitement that class had when I talked about Spring Day. It is like this mysterious thing that all the students gossip about . I still haven't started my project of really any planing for Spring Day, so I thought the exercise would also get me in the mood for thinking about my LSM project.  I'll break down the major parts of speech here: The Visualization Do you remember the first tour you took of the Bentley campus? While the tour guide showed you the Dana Center, they explained how the basketball courts you were just standing on transform into a concert venue for performers like Jason Derulo and the Chainsmokers. They introduced you to the legend that is Spring Day. This teaser of a ca...

Today. It happened.  I finally figured it out! I decided what "brand" I am going to analyze for my culminating project and it hit me like a mack truck.  The Backstory Before I could leave for Spring Break, I had to meet with my Campus Activities Board adviser and my co-chair. We are planning Spring Day -- the biggest student event of the year. The scariest thing that came out of our meeting is that we realized that when we return from Spring Break it will only be four weeks until the reveal party and six weeks until the actual event. We have a lot of work to do.  The Challenge So our adviser gave us a challenge. Her, and the rest of Student Programs & Engagement, wants to see fresh new ideas come out of Spring Day. We began researching and I realized that a lot of things that we could improve upon is our strategy. We have been relying on doing the same thing year after year, and it seemed that students were starting to get bored. We began to ask questio...