Communication

Plan: Zone District

Mission Statement and Objective
The brand spurs those who have a thrill for fashion and innovation. Our objective is to increase
awareness of the Zone District brand on campus by 25% by April, 18th 2016 through the brand
ambassador program, social media campaigns and promotional events.

Publics
1. Purdue students
2. Indiana College Students
3. Zone District Customers

Strategy
We will reach Purdue students through on-campus events, online sources, social media
and traditional print media. The development and implementation of the brand
ambassador program will be a large part of our strategy to gain awareness in the Purdue
community.
We will reach Indiana College students through social media campaigns and
promotional videos.
We will reach Zone District Customers through social media campaigns and promotional
videos.

1. We will target Purdue students by holding promotional events on campus, using print
and digital media, and the creation of a brand ambassador program on campus.
a. Creation of Brand Ambassador Campaign.
i.
The creation of the brand ambassador program will allow enthusiastic
Purdue students to wear Zone District clothing, promote the brand and
gain publicity and make others aware of their message and products.
b. Brand Ambassador Assessment Guide
i.
The creation of the brand assessment guide will allow us to choose the
best candidates that we feel will make successful brand ambassadors.
c. Brand Ambassador Duty Guide
i.
The creation of the brand ambassador duty guide will allow brand
ambassadors to have clear responsibilities and roles allowing for a
streamlined and effective program.
d. Articles or Segments in the Exponent, J&C, Purdue Review and WLFI

i.

Written articles or video segments about Zurum and Zone Districts

success would allow the Purdue community to gain familiarity with the
brand and build a relationship with the company.
e. Zone District Stickers
i.
Creation of Zone District stickers would allow for us to be able to give
something tangible to large quantities of people for a low price at
promotional events on campus. This would increase interest in the brand.
f. Brand Ambassador Flier
i.
Creation of this flier would help to spread the message about the brand
ambassador program as well as increase awareness of Zone District itself.
g. Brand Ambassador Callout
i.
The brand ambassador callout would allow for us to connect with
potential brand ambassadors and to inform them of the many
opportunities they have to grow as a Zone District ambassador.
h. Fashion Show
i.
This promotional event would showcase some of Zone Districts popular
items and would really allow for people to experience what the brand is
about first hand. It would also allow students to try on products before
purchasing them.
i. Table Talks
i.
Table talks would allow us to promote the brand and the brand
ambassador program to places with large audience reaches such as
Residence Halls, Sororities and Fraternities.
j. Wav.E Campaign
i.
This campaign will focus on social media and creating awareness and
publicity for the Wav.E campaign. This will be a branch of Zone District
and will have more of a Lifestyle aspect to it.
k. Wav.E Usage Guide
i.
This guide will describe what the Wav.E campaign is about and how to
properly differentiate practices for Wav.E campaigns vs. regular Zone
District campaigns.
2. We will target Indiana College students by using social media campaigns and
promotional videos.
a. Branding Guide
i.
The development of a branding guide will allow Zone Districts branding
efforts to become more consistent in order to reach their targeted
audience.
b. Social Media Usage Guide

i.

The social media guide will provide Zone District with best practices and
streamlined posting processes across platforms to ensure consistency
and maximum audience reach.
c. Renovating the Facebook Page
i.
The Facebook page renovation will make it easier to find and will beautify
the page allowing current customers, potential customers and interested
individuals to stay in contact with Zone District.
d. Promotional Video
i.
The promotional video will aim to explain the brand, its purpose and its
products. It will be aimed at its primary customer base, young adults
everywhere.
e. Twitter Plan
i.
The Twitter plan will provide weekly schedule updates and upcoming
post ideas or campaign ideas to run on that platform.
f. Instagram Plan
i.
The Instagram plan will provide weekly schedule updates and upcoming
post ideas or campaign ideas to run on that platform.
g. Facebook Plan
i.
The Facebook plan will provide weekly schedule updates and upcoming
post ideas or campaign ideas to run on that platform.
3. We will target current Zone Customers
a. In the Zone Campaign
i.
This campaign will aim for customers to reach out to us via social media
and to tell us what they love about Zone Districts brand or products.
Evaluation
In order to effectively evaluate our campaign we will run pre and post tests on a sample of people within
the Purdue and Lafayette communities. The pre-test will determine how many people have heard of
Zone District and know what kind of products it makes. After completing our campaign we will conduct a
post-test will measure these same metrics.