$225,000: Phase I - Research and Strategy
Baseline study by SimpsonScarborough market research company with 12 different audiences to set baseline and identify positioning (survey to be repeated three to five years from now among the same audiences)
$100,000: Creative Development: Design, testing, protection, production and campus introduction
Creative work not done by AU employees and students:
An additional copywriter
Nate Beeler commissioned for drawing cartoons related to the campaign and will continue to draw a comic strip for each American Magazine issue for the remaining year.
Testing, risk management and legal protection
Creative testing of concept by Bethesda-based company, Shugoll Research
Linguistics study by the company TransPerfect, to examine the term or words that sound like “wonk” in other languages
35 trademark applications for variations of wonks in selected categories (printed materials, educational services, etc.)
URLs in various forms
Implementation, production and campus launch:
Grassroots, viral, digital and social media activities by student teams during the summer
Presentations and events during the summer (including costs for food and equipment for student presentations, luncheons, teas and Celebrate AU)
Total expenses so far: $325,000
Estimated expenses to come later this fiscal year:
$200,000: Create the 2011 Welcome Center and Experience that integrates the brand messages in the video, presentation, tour and design of the space.
$150,000: Estimated cost for KNOW/WONK in fall graduate student recruitment advertising *
Source: E-mail from Teresa Flannery, executive director of University Marketing and Communications.
* Ads came out in the Aug. 26 issue of the Washington City Paper.