2005 Retain the Brains Marketing Plan Competition

2005 Retain the Brains Marketing Plan Competition
-- Required Plan Elements --
a. The product is the Greater Rochester Area. The target audience must be childless, 18-28 year old
men and women.
b. The Plan must stay within a total tactical budget of $50,000 (including advertising & promotion).
c. Each team has the same maximum media allotment of two (2) TV Spots, twelve (12) Radio Spots, one
(1) Billboard and ten (10) Print Ads. The Plan should NOT focus these traditional media, but
rather how this traditional media will integrate with the tactics put forth in the plan or any non-
traditional media methods proposed in the plan.
d. The Plan should refer to the provided body of research, available at www.RetainTheBrains.com.
e. The Plan must not exceed 20 pages, double spaced, 12pt font, not including appendices.
PLAN OUTLINE:
• Executive Summary with Table of Contents
• Competitive Analysis: Which cities/areas compete with Rochester in attracting the 18-28 year old age
group. Briefly document their strengths (uniquely attractive qualities or characteristics) and weaknesses
(at least 2 cities). If existing campaigns for other cities are found, identify them and the characteristics
that you team thinks resonates well with the 18-28 year old age group.
• Strengths, Weaknesses, Opportunities and Threats (SWOT) Analysis: Perform a SWOT analysis
for Rochester. Support your conclusions.
• Target Segment: Describe the 18-28 year old age group using demographics, psychographics,
geographic concentration, lifestyle, social, cultural and employment habits, as appropriate
• Marketing Objectives and Goals: State objectives and goals in terms of population retention and
acquisition within the target segment. Define other objectives or goals and also the time needed to
achieve them. How will you measure the success of your program?
• Marketing Strategy: How will you position Rochester to the target segment? What messaging and/or
themes will you use? What association do you plan to create in the minds of the segment? How will the
new strategy change perception of the target segment?
• Tactics: How will you implement your strategy? What programs, initiatives or activities at cultural /
social / technological / economic / political / employment levels will you implement? How will you
leverage non-traditional media to communicate the new positioning?
• Summary: Summarize the advantages, costs and planned successes. How will your plan be able to

sway the target segment from moving to competing cities or attract students from other cities to move to
Rochester?
• Appendices