From Classroom to Billboard: Strategic Ad Campaign Class Creates New Ads for Leach Amphitheater

By Sheng Lee (@shengdanger)

Every year the Oshkosh Leach Amphitheater holds a Summer Concert Series where different bands play live every Tuesday night from June to July. Gates and concessions open at 6 p.m. with live music from 6:30-8:30 p.m., and the cost is less than $5 with a student ID. What could be better than spending a summer Tuesday night listening to live music near the river? Surprisingly, research showed that the Summer Concert Series didn’t attract the local college crowd, which happens to make up a large portion of the city. This is where Dr. Jin Kyun Lee‘s Strategic Ad Campaign class stepped in to save the day.

In efforts to attract UW Oshkosh students, increase revenue and spread awareness of Leach Amphitheater events, J-students collaborated last year to create an ad campaign appealing enough to do the job. Using the slogan “Streaming Live,” a reinvented campaign was born: “Streaming [Live] at the Leach – Tuesday Night Concert Series.” The new logo created by J-students in Lee’s class will be used on all advertisements and billboards for the concert series.

That is pretty neat considering how the campaign began as a class project and evolved into an actual campaign adopted by the Leach Amphitheater! This just goes to show how in the Journalism department students are involved in hands-on projects and gain real-world experience. As summer approaches, be sure to be on the lookout for the new Leach Amphitheater ads created by our very own J-students!


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