1. Chicago Marketing 2015 Creative in Brief illinois.edu

2. Campaign Positioning/Message  "The University of Illinois is a pre-eminent public research university with a land-grant mission and global impact.”

3. Concept Concept: Illinois Strengths – use a variety of tags across executions (flexible) Innovate. Illinois. Inspire. Illinois. Empower. Illinois Pioneering. Illinois. Transform. Illinois

4. Leverage Power of Social Media Hashtag: HAILTOTHEORANGE Unique hashtag for Chicago campaign Increase awareness through shares/retweets Measure success through available metrics Engage audiences via multiple platforms

5. Outdoor Billboards

6. Elevator Screens

8. Street Advertising

9. Comcast Cable

10. Rosemont Outdoor 20,000 square feet (not all visible in this image)

11. Conversant Digital

12. Other media  Metra train stations  Pandora radio  WXRT Radio/Days of Summer Promotions  Players Sport & Social Group  Live Nation Concerts – entire 2015 season  Social media promotions and contests  Live events  Brand ambassadors/street teams

13. Metrics  All online executions (click-thru)  Comcast Cable on-demand channel  Social media  Players Sport & Social Group  #HAILTOTHEORANGE monitoring  Live events data collection  Audience feedback

14. Chicago Marketing 2015 illinois.edu