The purpose of this design is to develop a promotional campaign that builds anticipation and awareness for the biggest USU event of the semester, “Matador Nights”, and encourages all CSUN students to attend.

 

Who are we talking to? (Target Audience)

• Primary Target: all CSUN students
   

Background/Situation analysis/Key challenges

The University Student Union is hosting “Matador Nights” for the Spring 2018 semester on Friday, April 20, 2018 from 9 p.m. to 1 a.m. at the USU. For the first time, “Matador Nights” will not have a theme, which means that we will use its well-known brand and established reputation as “CSUN’s Best Party of Every Semester” to build excitement and anticipation. This event will encourage a lot of student engagement and incorporate the growing trend and enjoyment of experiencing photo opportunities with cool visuals, environments, activities, and more.

 

The overall communication should consider the following direction: “Capture and share the fun moment with your friends!”, “This is YOUR Matador Nights”, and “This event is just for you and there is something for everyone!”. The main draw will be the well-known DJ, which is TBD. The components of the event are still not finalized, but some possibilities are a flower room in the Grand Salon, a senses room where students can engage all their senses with various displays, an ice cream museum, and other pop up museum-like attractions. The event will also include student favorites such as free food, carnival rides, oxygen bar, caricature artists, and maybe a henna tattoo artist. Tickets will be available starting Monday, April 2 at the USU Sol Center Information Desk and the A.S. Ticket Office. Ticket are free to students with a current CSUN ID.

 

• What is the primary message the target audience must take away?
  “Matador Nights is CSUN’s best party and sounds like a fun, exciting, and interactive event with a lot of photo opportunities to experience and share on social media with friends. There will be live entertainment, food, and rides, which are all free! I’m going to attend with all of my friends and have a great time!”
   

• What is the tone of voice for this communication?
  Fun. Welcoming. Energetic. Exciting. Engaging. Cool.
   

• What are the functional benefits to the consumer?
  Free food. Meet new people. Live entertainment. Fun activities. Moment to remember. Great pictures to share

• with friends.
   

• What are the emotional benefits to the consumer?
  School Spirit. Happy. Excited. Cheerful. Amazed. Enthusiastic.
   

• What specific action do we want the target audience to take?
  We want CSUN students to see the promotional materials all over campus, pick up a free ticket, make plans to attend, and invite their friends to attend with them.