table of content s Executive summary Introduction....................................1 Insight Advertising’s strategy is focused on increasing comprehension of the Situation Analysis............................................3 Ray-Ban brand while promoting it as a way to express individuality. Our cam- paign strives to revive the brand image through use of creative tactics and Objectives......................................8 innovative design. In order to create a cohesive campaign, we are using “buzz Budget............................................9 words” that portray the idea of individuality and personalization. Our all-in- clusive plan puts an emphasis on reaching males and females ages 18-34. Our Research.......................................10 slogan, “define yourself” truly highlights the vision of the brand and illustrates Target Market................................................11 that Ray-Bans are more than just a fashion accessory; rather, they are the com- ponent that completes every unique and individual look. We have worked to Brand Value Proposition...............................14 combine partnerships and other branding techniques to reach the core group Campaign Strategy......................................15 of our target audience. After repeat exposures to our campaign, people in this category will perceive Ray-Ban as a brand that facilitates their ability to Creative........................................................16 uniquely define themselves. Media Objectives.........................................21 Media Strategies...........................................22 Overview Media Mix......................................................23 After compiling situational and SWOT analyses, we have created many research, Media Flowchart...........................................26 marketing, and media objectives. We want to increase comprehension of the Brand Activation...........................................27 Ray-Ban brand and strongly associate it with the ideas of self-expression and individualism. Using a budget of $15 million we plan to reach our primary target Marketing Recommendations.....................30 audience of men and women ages 18-34 through various forms of advertising. Evaluation........................................31 We hope to increase exposure in key cities across the nation by using media that will most effectively influence our target audience. We will utilize magazine, Appendix.......................................................32 television and online advertisements along with many promotional and guerilla tactics to increase brand awareness and reinforce the brand’s message. Our “define yourself” campaign will not only increase brand interest but it will also differentiate Ray-Ban from its competitors.1 23
Insight Advertising is a contemporary, hard working advertising agency that strivesto understand the needs, wants and goals of our clients in order to deliver innova-tive and personalized results. Insight is a collaborative agency that offers creativestrategies and inspired ideas to create powerful and desirable results that identifywith the vision of our clients. 2
Historical Context Ray-Ban sunglasses were first introduced by Bausch & Lomb in 1937 as a unique sunglass that was not only functional but also stylish. In 1999, Bausch & Lomb sold the Ray-Ban brand to the Ital- ian Luxottica Group for 1.2 billion dollars. Ray-Ban sunglasses were originally created for protection purposes for pilots and were quickly adopted by the U.S. Army. Soon after, Ray-Ban sunglasses became popular with other parts of the Army and the popularity of the aviator style blossomed. Ray-Ban has continued to expand their product line and has continued to progress with the times. They now offer a variety of bright colors and styles reminiscent of all decades.3 23
Situation AnalaysisEconomic ForcesDuring rough economic times, people often re-prioritize their purchases and focus their funds on moreessential items. In an economic downturn, consumers often abandon designer, high-end products andpricier items and spend their money more conservatively.Competitive ForcesRay-Ban is a moderately priced sunglass brand that competes with many other brands. Ray-Ban com-petes with brands in the same price range that offer a variety of male and female styles. Competi-tors such as Oakley, Maui Jim, and Lacoste offer sunglasses for men and women in numerous styles atcompetitive prices. Another significant competitive force is many stores such as Target and Nordstrom’sBrass Plum are offering cheaper versions of Ray-Ban inspired styles.Sociocultural ForcesRay-Ban as a brand promotes the idea of individuality. In today’s society people search for ways toexpress themselves uniquely and the variety of styles offered by the Ray-Ban brand offers the oppor-tunity to stand out and celebrate self-expression. 4
S.W.O.T Analysis Strengths Opportunities -Long standing and well established brand -Raise awareness about the importance of the protective -High quality and durable lenses -Provide numerous styles and many color -Chance for brand extension and expansion options -Emphasize Ray-Ban as a brand that values individuality -Many of the sunglasses are gender neutral and self-expression -Appeals to many generations -To create valuable partnerships with other brands with -Promise 100% anti reflective lenses which pro- similar messages and target audiences tect eyes against harmful rays Weaknesses Threat s -In hard economic times people buy less designer prod- -Costly product ucts -Exclusivity of distribution channels -Consumer brand loyalty to other sunglasses brands -Many stores sell cheaper versions of Ray-Ban inspired sunglasses -May be seen as a trend that will die out5 23
Competitor Analysis Electric Eyewear Electric eyewear is a newly established brand that has deep roots in action sports, music and fashion. Electric eyewear offers durable and innovative styles; however the brand does not appeal to a large age demographic and is sold in smaller retail stores rather than well know department stores. Juicy Couture Sunglasses Juicy Couture is a popular brand that offers a sophisticated product. The unique design of the sunglasses differentiates Juicy Couture from other brands; however, Juicy Couture exclusively offers fashionable sunglasses for females and the selection is limited. P olo Polo is a versatile brand that is associated with status and quality. However, consum- ers may be discouraged by the small selection of frame styles that they can choose from. The majority of the styles offered are priced above one hundred and fifty dollars. 6
Competitor Analysis Lacoste Lacoste provides sunglasses for both men and women that are reasonable in price. Lacoste sunglasses are targeted more towards a younger demographic and does not have the reputation that Ray-Ban holds with a more mature audience. Prospective cus- tomers may be frustrated by the limited selection and lack of diversity in styles. Oakley The Oakley brand is well established and serves as the Official MLB Custom Eyewear sponsor. Oakley has traditionally been known to be a more athletic sunglass brand. Oakley sunglasses have a very athletic look and feel and the majority of their styles are pricey. Maui Jim Maui Jim sunglasses are versatile and offer styles for men and women as well as unisex styles. Maui Jim claims to be the innovators on what they call the PolarizedPlus lens,7 23 which protects your eyes from the UV rays. Maui Jim appeals to an older demographic and caters more towards sport as opposed to fashion.
ObjectivesMarketing GoalTo increase sales by 1.5 million units by the conclusion of the campaign.Comprehension GoalTo create awareness of the campaign and promote Ray-Ban as a brandthat emphasizes personal identity and self-expression. By the end of thecampaign, 85% (39 million) of our target market will have had enoughexposure to our brand and our advertising that they understand the mes-sage.T Frame imeOur campaign will last for one year starting in January of 2011 andending in December of 2011. 8
Budget Summary For this campaign, Insight was given a $15,000,000 budget, which was allocated to various media and productions costs. Our primary media used to reach our target market of men and women 18-35 is print, due to the expensive, higher fashion magazines chosen to reach these men and women. Television: $2,036,668 Print: $6,105,722 Interactive: $1,500,000 Out-of-Home: $4,400,918 Production: $915,000 TOTAL: $14,998,308 Television 14% Print 40% Interactive 10% Billboard 29% Production 6%9 23
ResearchObjectives-Conduct historical and situational research of the Ray-Ban brand to effectively determine its strengths andweaknesses in the current market-Use MRI and other research methods to correctly define the target market-Compare Ray-Ban to its competitors-Identify the most effective media vehicles for our campaignPrimary ResearchInsight Advertising surveyed one hundred individuals with ten questions that evaluated the target market’sopinions towards sunglasses and image of the Ray-Ban brand. While 62% of people surveyed responded thatthey would be willing to spend $50 dollars or less on a new pair of sunglasses, the majority of responses indi-cated that their eye wear is a form of individual expression that has a primary function of protecting againstharmful rays. 73% of participants answered that they could see themselves wearing Ray-Ban sunglasses in 20years, confirming the multigenerational appeal of the Ray-Ban brand.Secondary Research-Utilized MRI to identify the composition of our target audience for the campaign.-Visited the Ray-Ban Website to obtain background information, impressions of the brand, and informationabout Ray-Ban product lines and prices of the different styles. 10-Researched previous Ray-Ban ad campaign, “Never Hide,” to understand the brand’s message and focus.
Target Market Primary Target Audience We used both primary and secondary methods of research to determine the correct target market based on demogeographic, psychographic, and behavioristic qualities. We also used the VALS (values, attitudes, and lifestyles) test to describe personality characteristics that relate to purchase behaviors of our prospective buyers. Demogeographic Our primary target is men and women between the ages of 18 and 34, who have enough discretionary income to purchase our product. In terms of ethnicity, our target market encompasses White, African American and Asian populations. We plan to target people who live in areas that are often exposed to sun and wear sunglasses often. These areas include the East and West Coasts and Southern points of United States. P sychographic (attitudes, values, lifestyles) The men and women in our target market share common qualities that make them important prospective buyers. When making decisions, they often make purchases to reflect their attitudes values and lifestyles. Our target is comprised of adults who value an active lifestyle and strive for success. They share a knack for the finer things in life but are realistic in their decisions. Behavioristic No matter how diverse our target market is, we can conclude that the people who comprise the target market put a strong emphasis on individuality and self-expression. The majority of our target market is employed either part or full time but still has11 time for leisure whether it is with friends, family or co-workers. 23
Creative ProfilingMeet Taylor. He is an innovator. Innovators are successful, sophisticatedindividuals with high self esteem and typically tend to take control ofsituations. Taylor is receptive to new ideas, technologies and fashionsand serves as a trendsetter among his friends, family and co-workers. Heis an active consumer whose purchases reflect his sophisticated tastefor products and services. Taylor loves to try different styles of Ray-Bansunglasses.Meet Riley. She is a true individual, motivated by pure self-expression.Her “get it done” attitude boosts her skill and energy to finish her proj-ects. Riley values self-sufficiency and lives within the context of family,physical activities, and practical work. She desires products that servepractical and functional purposes, causing her to stick to products sheis loyal to. She selects established brands and familiar products includ-ing Ray-Ban sunglasses.Meet Rachel. Rachel is an achiever. She is motivated by the pure desireof achievement. She lives a very goal-oriented lifestyle and she is dedi-cated to her career and family. Her social life is mostly centered aroundher family and work. She lives a conventional life. She is politicallyconservative, and she respects authority. She also prefers stability overrisk and self discovery. Image is very important to Rachel. She prefersRay-Ban glasses because they are a well established and prestigious 12product. They help demonstrate her success to her peers.
Secondary Target Audience We have identified adults, ages 45-65 as the secondary target market. Because Ray-Ban is a brand that appeals to many generations and ultimately characterizes themselves as a brand with some- thing for everyone, we believe that this age group is an ideal secondary target audience. The Ray-Ban brand was created during the late 1930’s and therefore it was a relatively new brand when this age group was growing up. Many adults in this age group are most likely aware of the brand and would purchase a pair of Ray-Ban sunglasses. They are fiscally settled and often have kids in our primary target market age group. Many people in this age group can be influenced or inspired by their children and they are a critical target to reach in order to obtain new customers and renew old customers.13 23
Brand Value PropositionFunctional Benefit s-Ray-Ban integrates safety and fashion, allowing the customer to incorporate their sunglasses into their individual lifestyle.-Specifications such as anti-reflective or polarized, B-15 High Contrast Brown, G-15 Neutral Gray, Carbon Fibre, Memo-ray, Ti-tanium, and Light Adaptive lenses can make consumers secure that the technology of their Ray-Ban sunglasses will protect theireyes from dangerous exposure.-Ray-Ban sunglasses are high quality and well made.-Ray-Ban offers a variety of color and style choices so that consumers can select their pair according to their individual prefer-ence.Emotional Benefit s-Ray-Ban provides our target with a special flare and sense of confidence. The fashionable nature of Ray-Ban eyewear allowsour target market to embrace their personal sense of style. In today’s society sunglasses have become a big part of personalstyle and an integral part of every look.-Ray-Ban users can be confident that their sunglasses will improve their personal image and enhance their daily undertakings.Self-Expressive Benefit s-By wearing Ray-Ban sunglasses our target audience can relate to the generations men and women who have incorporated theRay-Ban brand into their unique lifestyle.-Ray-Ban consumers can identify with the numerous other Ray-Ban wearers who use their choice in sunglasses as a form of self-expression and individuality.-Ray-Ban will allow our target to express their sense of individualism, using their Ray-Ban sunglasses for their own personal andunique purposes. 14
Campaign Strategy Our target audience consists of men and women who value self-expression and individuality. Ac- cording to our research, these independent trendsetters purchase products that express their unique personality and enhance their personal lifestyle. Our big idea, “define yourself,” encourages consumers to allow Ray-Ban sunglasses to guide them down the path self-expression. To highlight the power of Ray-Ban sunglasses in the quest for self-definition, we will implement advertisements that communicate the different ways Ray-Ban sunglasses can help individuals extenuate their uniqueness. the BIG idea Define yourself. This campaign will promote Ray-Ban as a brand that emphasizes individual expression, uniqueness and individu- ality while allowing consumers to be empowered to define their true personal style based on their own unique personality.15 23
Creative StrategyRay-Ban allows its consumer to choose from a variety of designs, colors, styles, and products that enable them to define themselves. We want ourconsumers to understand that individuality and expression essential parts of self-definition. The importance of individuality will be conveyed toour audience through a series of print, television, interactive, and out-of-home advertisements. Our messages will illustrate the power that Ray-Banproducts posses to highlight individuality and promote self-definition. Our primary goal is to reach our target audience with an appealing andmemorable message. The Ray-Ban brand hopes to encourage their consumers to be themselves and define themselves.Art DirectionThe design of our campaign is reminiscent of the continuous Ray-Ban message, “colorize.” Although the text is not directly placed into our print ad-vertisements, we want to encourage consumers to be bold in their choices and realize that the possibilities are virtually endless. The idea of colorthroughout our advertisements will help to promote the message of expression, once again, reminding our consumers that Ray-Ban is all about choicesand the individual consumer. We have chosen to design our ads based around the idea of definition and words that can be used to help consumerscome up with their own definition. In using buzz words that consumers can identify and relate to, we have chosen to provide definitions that we feelencompass what the overarching theme of individuality and expression is and how they relate to the Ray-Ban brand. The purpose of our visuals isto capture the attention of our audience, identify the subject, arouse interest in the headline, and lead consumers to a place that they can obtainmore information.CopywritingEach of our posters contains our slogan, “define yourself.” The use of the slogan facilitates brand recognition and instant recall for the Ray-Banbrand. In order to ensure effective branding, it is critical that the consumer recognizes the current slogan and links it to the brand, while receivingpositive feelings and benefits from using the brand. The idea behind our copywriting all relates back to the idea of defining the consumer, the brand,and the product. Each print advertisement will depict a different buzz word, accompanied by a definition of the word to promote the idea of defin-ing yourself. The slogan and message are concise and to the point. We think that using a short and powerful tag line, like “define yourself” will makethe brand more recognizable and allow it to stand alone amongst a world of other slogans and campaigns to make a name for the Ray-Ban brand. 16
Online Our online advertisements will pop up on popular websites such as Hulu.com, MTV.com, and TextsFromLastNight.com. These advertisements will catch the at- tention of our target audience because they frequent these sites and the pop up ad follows the viewer while they view the website until the consumer clicks out of the advertisement. Out-of-Home The billboards for our campaign will be placed in the following major cities: New York City, Boston, Los Angeles, Miami, Chicago, Atlanta, Philadelphia, and Virginia Beach. These billboards will be cohesive with our print advertisements showing the definition of an “ize” word along with the image of Ray Ban sunglasses. We felt it was beneficial to maintain con- tinuity amongst our ads so that consumers will rec- ognize the image and the accompanying slogan19 23 more easily.
Creative TestingIn order to predict the effectiveness of the campaign, we will conduct focus groups and distribute surveysto obtain feedback from our target audience and prospective consumers. These research tactics will help usdetermine our audience’s impressions of the brand, how they believe Ray-Ban compares to its competitors,and what Ray-Ban’s current position in the market is. We will be able to determine our audience’s familiaritywith the brand and better understand what their attitudes are towards the Ray-Ban brand. These pre-testswill help us become more familiar with our audience’s purchasing behaviors and gain more insight into theirpriorities when purchasing sunglasses. After presenting our campaign materials, we will ask the participantsif their opinions have changed about the Ray-Ban brand. We will also request feedback and suggestionsabout ways that the advertisements can be improved. These groups will also test the design and copy usedin the campaign and will help determine if the campaign is both cohesive and memorable. 20
Media Objectives Reach the target audience The Ray-Ban target audience is made up of men and women who are between the ages of 18 to 34. Members of the target audience spend a substantial amount of money on accessories such as sunglasses. We plan to reach our audience through print advertisements, television spots, brand activation, guerilla marketing, and the Internet. Geographic scope of the placement We have decided to use a mixture of national and regional placements of media in order to make the cam- paign as successful as possible Our print, television and Internet advertisements will be placed nationally while the guerilla marketing will be implemented in major cities throughout the nation. We have chosen to place more emphasis on advertising in New York City, Boston and Philadelphia in the Northeast; Los Angeles in the West; and Atlanta, Virginia Beach, and Miami in the South. By putting an emphasis on these key cities we hope to engender brand interest and promote customer loyalty. Message weight Because all of the areas we have selected have large portions of our target audience, the messages in the “define yourself” campaign will be evenly dispersed throughout our main target cities.21 23
Media StrategiesReach and frequency-Effective Reach Goal: 85% effective reach with an effective frequency of 5-Reach the 85 % of target audience a minimum of 5 times with adsContinuityOur campaign will utilize a pulsing strategy that will run for the length of one year with a steadyamount of advertising throughout and an increase during times when people are more likely tospend their money on sunglasses. We decided that pre-holiday (November and December), pre-spring break (February-March), and pre-summer months (May-June) are the biggest times of theyear where people are more likely to purchase Ray-Ban sunglasses.Length/size of all advertisementsSubclass Length/SizeTelevision 30 second slotPrint Full page, four colorInternet 468 x 60 pixelsGuerilla #1 Stickers on MoneyGuerilla #2 69 x 48 Transit ShelterBillboard 10 x 20 foot 22
Media Mix: Magazines Cosmopolitan Cosmopolitan offers articles that give advice about romance, and relationships, as well as celebrity style, and beauty and fashion advice. We will run ads in November and December, during the holiday rush, in February and March, pre Spring Break season and to coincide with the Student City partnership, and again in May and June, right before the start of summer. GQ GQ targets men mainly from the 18-35 age demographic through articles discussing style, the news, politics, entertainment, women, sports, food, travel, cars and gear. By keeping fashion-savvy men up to date on the latest styles. Men reading this magazine are looking for the latest news and fashions, so we will show up right where they need us. Ads will run in February and March, May and June, and again in November and December. These are the times that sunglass sales increase the most due to the holidays and an increased presence from the sun. Rolling Stone As a magazine devoted to music, politics, and popular culture, it is very important to advertise Ray-Bans here. Both men and women have been exposed to this very popular and influential magazine, and go here frequently to read about things important to today’s society. We will advertise in the months of May, June, November, De- cember, February, and March twice a month, since Rolling Stone is published every two weeks. Elle Elle magazine is the world’s largest fashion magazine. This high fashion magazine also features articles on wom- en’s fashion, beauty, health, and entertainment. Ads will be featured once a month during the months of November, December, February, March, May, and June. Men’s Health Men’s Health is the world’s largest magazine brand and the best-selling men’s magazine in the United States.23 Advertising Ray-Ban Sunglasses in this magazine will be beneficial to the brand due to its immense popularity 23 amongst men with articles that cover fitness, nutrition, sexuality, and lifestyle. Once again, advertisements will be featured in the magazine during the months of February, March, May, June, November, and December.
Media Mix: Television The CW’s “Gossip Girl” and “90210” Both of these series are popular with teenagers and young adults for their portrayal of the upper class life of two groups of teenagers living in California and New York City. Viewers are loyal to watching these shows weekly. Since these shows portray the lives of people that follow the latest fashions and can afford them, we want to place our ads during this show to connect with this audience. Advertisements for these shows will be seen during the months February, March, May, June, November, and December. These months cover the show’s pre- mieres, finale and duration so we are hitting the most loyal viewers, along with the remaining associated with the shows. MTV’s “The Real World”, and “Real World/Road Rules Challenge” These shows are popular amongst the female and male demographic of the American household, mainly amongst the age group of 18 and 30. Using both of the shows will help us easily reach both demograph- ics at the same time. We will run ads in March, May, June, November and December. We planned this so the shows will be featuring the product throughout the episodes and then will be reinforced through the commercials. E!’s “The Soup”, “Keeping Up With The Kardashians”, and “Kendra” These three reality shows are very popular amongst women between the ages of 18 and 35. “The Soup” is also very popular amongst men between the ages of 25-35. These three shows are all very fashion oriented and advertising during them will be a strategic way to get the Ray-Ban brand out into the public. These advertisements would23 appear during the months of February, March, May, June, November, and December. 24
F “Glee” ox’s HBO’s “Entourage” CBS’s “CSI” “Glee” is one of the most popular shows “Entourage” is a heavily viewed show amongst the “CSI” is a popular show that is constantly on cable television for both men and male demographic. This show has a loyal fan base showing their characters with sunglass- women between the ages of 18 and 35. who watch the show consistently each week. Again, es. Showing a Ray Ban commercial dur- With this show reaching such a large, we believe this is a strategic advertising slot be- ing this program would be appropriate. loyal audience, potential consumers are cause the program is so popular, especially to men. Our advertisement would appear in the being exposed to the Ray-Ban brand at We will run ads during March, May, and November. months of May and December before the a prime time. We will run our ads in Feb- These advertisements would appear before Spring summer months and during the holiday ruary, May, June, and November. Break, summer, and holiday season. season. MTV.com Interactive MTV is one of 18 to 30 year old men and women’s most watched networks, therefore we will reach a large number of young people in our audience who go on to influence our secondary target market. Our banners will appear in the months of March, May, and November. These months are during the pre- summer and holiday seasons. T sFromLastNight.com ext Texts from Last Night (TFLN) is a regularly updated blog that re-posts short text messages submitted by its users. This website is very popular amongst col- lege students getting about 4 million hits per day. We will expose our advertisements to the 18-25 demographic during the months of December and May. Hulu.com Hulu is an extremely popular sight for both men and women between the ages of 18 and 35. People go here to watch their favorites shows that they25 missed during the week. This website is extra popular amongst college students during finals because they miss their shows due to group projects and finals. Therefore we will post ads during May, and December.
Brand Activation Customeyes We propose that Ray-Ban institute a create your own Ray-Ban sunglasses option. This would be a section on the website where consumers would be able to cus- tomize their Ray-Ban sunglasses. They would be able to choose the color options and design the pair of sunglasses that they truly want. MTV Partnership We believe partnering Ray-Ban with other successful brands that have the same or similar target markets would be a great way to further pro- mote our brand. MTV traditionally appeals to a younger generation and promotes itself as hip, up to date music and entertainment brand. MTV has many shows that reach our target audience; therefore by partnering Ray-Ban with MTV, the brand will have more exposure. We propose that MTV give Ray-Ban sunglasses as prizes for winners on MTV shows such as Real World/Road Rules Challenges, Silent Library and America’s Best Dance Crew. MTV is also involved with Student City, a business that organizes spring break trips for large groups of high school and college-aged students. The time when students are planning their trips would be the perfect time to advertise Ray-Ban because they begin to think about the preparations they need before traveling. Apple Partnership For our other partnership, we will be working with Apple’s very popular and widely used computer: the Mac. All new versions of Apple’s Photo Booth will in- clude a Ray-Ban setting. In this setting, a pair of Ray-Ban glasses show up as a template so that the user can see what they would look like with various pairs of Ray-Ban sunglasses on. They can also take pictures and videos with the virtual “glasses” on. This will help create awareness of Ray-Ban and their line of sunglasses. Mac computers and Macbooks are cur- rently very popular with our target audience and will27 only continue to grow in popularity in years to come. 23
Bus stops To further creatively promote the Ray-Ban brand, we will design bus stops that are located near shop- ping malls and sunglass retailers to look like a Ray- Ban store wall. This will heighten brand awareness and promote the Ray-Ban brand at a time when people are thinking about making purchase deci- sions.Money StickersAnother way to gain attention for the brand is moneystickers. We will put stickers of the Ray-Ban logo andRay-Ban sunglasses onto the faces of the presidentson the one, five and ten dollar bills. We will usemoney stickers as a tactic to create more brandawareness and as a discounting tactic. We willoffer different discount amounts off Ray-Banproducts based on the value of the bill found.People who find these special bills will bring themin and redeem the discount when they plan topurchase a pair of Ray-Ban sunglasses. 28
Brand Activation TimelineMarketing RecommendationsWhile we do feel that the Ray-Ban brand has thus far established a well thought out and effective marketing plan, we have compiled alist of marketing recommendations that we believe will help Ray-Ban expand their market share. One concern we had was the price of theproduct. In a highly competitive market full of countless other designers and similar products, one thing that could help Ray-Ban stand out istheir price. While the average price of a Ray-Ban product, as it stands, is only slightly more costly than the competitors, every penny countsin helping a consumer decide between brands.Ray-Ban could additionally benefit from partnering with up and coming, or established designers. Because Ray-Ban is exclusively an eye-wear company, they could benefit from a partnership with other fashion designers such as V Del Sol, Mara Hoffman or Marysia Swim for Miamifashion week. These designers could have their models walk to the runway while wearing their swimwear and Ray-Ban sunglasses. This wouldpromote Ray-Ban as a fashionable brand while giving Ray-Ban a large amount of exposure in Miami as well as other key cities.Another marketing suggestion we have is to redesign the packaging of Ray-Ban products associated with the sunglasses. This includes thecase, the cloth and box they come in. Reviving the look of the packaging will enhance Ray-Ban’s bold and colorful image. If the packagingis more specific to the style of glasses they chose, it gives the entire purchase a more personalized feel.The last marketing recommendation we suggest is creating two flagship Ray-Ban sunglasses stores in New York City and Miami. These twostores will engender a unique Ray-Ban experience. The atmosphere at the stores will embody the vision of the “define yourself” campaign.The stores will contain the full line of Ray-Ban sunglasses as well as numerous other services that cannot be offered at other Ray-Ban retail 30locations. One unique service on top of personal shoppers will be the Ray-Ban virtual mirror where customers can virtually try on differentstyles of Ran-Ban sunglasses. These stores will help bring the company-consumer relationship to the next level and provide an experiencethat is unrivaled by competitors.
Evaluation Benchmarking The primary goals for our campaign are to increase sales and to generate comprehension of our cam- paign amongst our target market. We have set monthly benchmarks in each category in order to evaluate our achievement. Since we advertise heavily during the holidays, pre Spring Break, and pre summer, we distribute higher percentages during those months. Our unique “define yourself” campaign will increase comprehension amongst our target market by 85%. By the end of December 2011, we will be able to in- crease our sales by 1.5 million units through our ground-breaking advertising, partnerships, and sponsor- ships. Sales (Millions) Comprehension January 0.075 9% February 0.15 18% March 0.15 18% April 0.125 14% May 0.15 18% June 0.15 18% July 0.125 14% August 0.125 14% September 0.1 11% October 0.05 5% November 0.15 18% December 0.15 18%31 23 1.5 85%
Ray-Ban Creative Brief April 30, 2010Background:Ray-Ban, originally created by Bausch & Lomb in 1937 has now become one of the most iconic brands of sunglasses sold in the UnitedStates. The Ray-Ban brand promotes its products as a means of self-expression and encourages their consumers to utilize the productas a tool to define their personal style.Ad Problem:Ray-Ban competes with generic look-a-like glasses that are sold at lower priced stores. In today’s financial situation, many people areless willing to pay top dollar for items that are not considered necessities.Ad Solution:In order to solve the Ad problem it is essential to effectively and creatively promote Ray-Ban as a brand that enhances personal im-age and uniqueness. We will make consumers discover the power that Ray-Ban products posses in self-expression.Target audience:Our primary target audience is composed of males and females ages 18 to 34. These young adults are currently in the process self-discovery. Ray-Ban wants communicate their ability to facilitate self-definition. Our secondary target audience is composed of adultsbetween the ages of 45 to 65. The secondary target market is especially important due to their secure financial status and ability tobe influenced but the primary target market.Big idea:“Define yourself.” Our slogan represents the individuality and self-expression that our target audience desires. The Ray-Ban brand pro-vides our target with versatility and style required by their busy lifestyle. The Ray-Ban brand conveys elegance and timeless fashion.This brand personality resonates among male and female trendsetters of all generations.Support:The “Big Idea” is supported through a series of print, television and Internet advertisements. It will also be enhanced through guerillamarking tactics and outdoor advertising.Tone:The advertising campaign focuses on the importance of the individual, embracing their unique needs, desires and lifestyle. Each com-ponent of the advertising campaign highlights the individual person and the empowering nature of the Ray-Ban brand.Mandatories:We have incorporated the Ray-Ban logo into all of our advertisements. The consistent branding will create continuity within our ad-vertising campaign. 32
Group Biographies Rachel Hardke is a sophomore Integrated Marketing and Communication major in the Roy H. Park School of Communications at Ithaca College. She is also pursuing a minor in Sports Media. Over the past year, Rachel has been working on developing a plan as to what she would like to do in the future, and exploring several different fields. She works well with people, especially younger children. Rachel plans on someday working for Disney. She would love to work in the “Wide World of Sports” within the marketing, advertising, or public relations departments. Rachel also likes to volunteer her time helping in the community through working with her local parish, through the Haiti Committee, and large organizations, like Be the Match Foundation, to give back to the community. Born in Syracuse, New York, Rachel spent almost all of her like living in Cazenovia, New York. She also attended Cazenovia High School, where she graduated in the top 40 of her class. Rachel was a member of the National Honor Society and participated in three seasons of varsity sports, starting her sophomore year. In her free time, Rachel likes to spend time with family and friends, travel, and attending and participating in sporting events. Now at Ithaca College, Rachel is an avid member of the school’s chapters of the American Marketing Association and the American Advertising Federation. She has given back to the Ithaca community through helping promote a coat drive with the Women’s Opportunity Center of Ithaca. Rachel also works on campus, in the Ithaca College Bookstore, along with her local drug store and ice cream shop while at home. She also enjoys playing intramural sports on campus during her free time. Hillary Duchovnay is a sophomore Integrated Marketing Communications major and Jewish Studies minor. Hillary grew up in Bryn Mawr, Pennsylvania, a suburb outside of Philadelphia. Hillary graduated from Radnor High School in 2008. While attending Radnor High she was extremely involved in the school news program, Newcenter 11 and the Radnor Actor’s Workshop. While attending Ithaca College Hillary has enjoyed explor- ing the different fields of communications. Her interest in the different aspects of communications led her to intern as an event planner through the JEVS Franklin C. Ash program. This summer Hillary plans to intern in the office of public affairs for the Environmental Protection Agency. Hillary enjoys Bikram Yoga, running, spending time with her friends and family and traveling. Kayla Inanc is from New City, New York, in a lovely suburb outside of New York City. She is an IMC major and Sociology minor. She really would like to travel to Italy, Ireland, London, and Australia in the next 5 years. She’s involved in the Public Relations Student Society of America, International Association of Business Communicators, the Management Honor Society, SIE, and plays for the Women’s Club soccer team. Next year she will be volunteering with the Big Brother’s Big Sister’s program through the Ithaca Youth Bureau, on top of serving as President for PRSSA. This summer she will be interning with the 4-H office in my town, aiding in marketing of their programs. Someday she would like to run a consulting firm helping companies rise to their33 23 full potential and do nonprofit work. She enjoys seasons, shopping, running, and music.
Jimmy Knowles is a Sophomore Integrated Marketing Communications Major at the Roy H. Park School of Com- munications at Ithaca College. A 2008 graduate of Hatboro Horsham High School, just outside of Philadelphia, Jimmy served as Senior Class President and Editor of the award-winning school publication, The Hat Chat. Serving as a writer for the Greater Philadelphia Critics and Awards Program, also known as the Cappies, Jimmy was hon- ored to have two pieces published in the Philadelphia Inquirer and was received the awards for Best Male Critic and Best Featured Actor in a Musical in 2008. Here at Ithaca, Jimmy serves as Co-Chair to the President’s Host Committee, Vice-President of Ithacappella, and a Senator on the Student Government Association. His work with Ithacappella has brought him all over the country from Lincoln Center in New York City, to Hollywood, Los Angeles and back again. Just last year, Ithacappella was selected as a finalist in the International Championship of Col- legiate A Cappella, where they came in fourth place, competing against collegiate a cappella groups from all over the world including South Africa and the United Kingdom. Working as a Senator for the Student Government Association, Jimmy enjoys working to give back to both the college and downtown communities by doing his part to represent the student body here at IC. In the future, Jimmy intends to pursue a career in the Entertainment field, hopefully working on marketing and advertising for motion pictures in the Los Angeles or New York City area. Eric Wysocki is a sophomore Television-Radio major with a minor in Integrated Marketing Communications at Ithaca College. He grew up in Richlandtown, Pennsylvania about an hour outside of Philadelphia. In high school, Eric was involved in student government as class treasurer. He also participated in the school’s morning show reading the weather. Eric is very proud of winning his high school’s film festival two years in a row. His experi- ences with film festivals and other video projects is what led him to declare his major in college. At Ithaca, Eric is a member of IC Voicestream (co-ed a cappella) and he holds the group’s Advertising, Public Relations and Webmaster board position. He is also an assistant producer on ICTV’s Newswatch 16. In the future, he plans on interning with his local PBS station and studying in Los Angeles in order to make connections and get closer to his hopeful future career in producing television or movies. Eric enjoys playing guitar, movies and music of all kinds, and camping. Chelsea Hayes, a sophomore at Ithaca College’s Roy H. Park School of Communications, is an Integrated Mar- keting Communications major. A 2008 graduate of Northern Valley Regional High School at Demarest, located in a suburb just outside of New York City, Chelsea served as the Head of Publicity and Sales Promotion for her class as well as captain of the volleyball and track teams. Here at Ithaca College, Chelsea is a member of the Ithaca College’s Women’s Varsity Volleyball team, IC After Dark, and Public Relations Student Society of America. Chelsea is also a Leadership Scholar and a member of the Leadership Scholar Mentor Program. These programs have made it easy for Chelsea to give back to the Ithaca community as well as further develop both personally and professionally as an IC community member. She has just accepted for a Student Leadership Consultant for the Fall of 2010 and will be studying at the James B. Pendleton Center in Los Angeles California in the Spring23 of 2011. This summer Chelsea will be interning at a public relations firm in the New York City area and plans to 34 pursue a career in the public relations or advertising in the entertainment industry.