Executive Summary

EXECUTIVE SUMMARY
1.0 Executive Summary

The Nevada System of Higher Education is currently facing a difficult time with the proposed budget cuts. There is an ongoing effort that hopes to send a powerful message to Nevada’s governor and the Nevada State Legislature to support education by making certain it is adequately funded. As a response to this cause, Team C of Marketing class under Professor John Triplett is developing an effective marketing plan to help create awareness about this noteworthy campaign.

The strategy is to develop a product line and put together an event for this campaign. The primary objective of this marketing plan is to campaign for the promotion of the said advocacy. The successful creation of the product line and event will allow the objectives and goals to be met. Any profit raise will be donated to Scorpion Students that will help further the cause.

The products – Emen!© Flip-flops - will be the primary product and a complementing Emen!© T-shirt will be developed. These products will serve as symbolic items that students, faculty, and supporters alike can accept and use to campaign for the cause. Flip-flops are symbolic in nature – they represent comfort. For its primary target market, students, wearing comfortable clothes on campus is the norm. The Emen!© flip-flops, partnered with the Emen!© shirt, will not only be a comfortable product to wear on campus, but it will be a symbol of “protest” against the proposed budget cuts.

The event - “One small step for man; one giant leap for EmEn©!” – is the culmination of this marketing plan. It is a one day affair that Team Emen will promote to its target market. It will encourage event participants to wear Emen! © flip-flops partnered with Emen!© t-shirts to show support and solidarity. The event will feature notable speakers, forum, and a fashion show entertainment with Nevada-based designers featuring their designs inspired by the cause.

The inspiration - “EducateNevada” is the brainchild of Nevada colleges, universities, and school districts to raise awareness about the importance of education. Through its website, www.educatenevada.org, the aim is to reach out to parents, students, educators, and others to work to make education a top priority. This grassroots effort hopes to send a powerful message to Nevada’s governor and the Nevada State Legislature to support education by making certain it is adequately funded. Their slogan is “education matters” (www.educatenevada.org). This was the inspiration that gave birth to Emen!© products and Team EmEn!© Education Matters; Educate Nevada!

This marketing plan is also inspired by the popularity and success of Lance Armstrong’s LIVESTRONG™ wristband. These were made public during the early 2000’s. They were sold at $1 each to raise funds for the Lance Armstrong Foundation. Team C is composed of eight marketing students of Nevada State College. Each brings in a wealth of experience, skills, talents, and, most of all, enthusiasm to join and support this advocacy.