Once upon a time there was a man named Don Eady, and over the past 15 years he’s been searching for the perfect ingredients for health, relaxation and a perfect night’s sleep… And this is the story of The Health Bed

Publisher 3 different hats – 3 ways of thinking – 3 ways to success

Authors Account Executive/Media – Vanessa Creative Director – Matthew Promotional Director – Andrew

Chapters Part 1 Chapter 1 - Our Mission Chapter 2 - You Chapter 3 – Consumer Knowledge Part 2 Chapter 4 – Creative Brief Chapter 5 – Promotional Brief Chapter 6 – Media Brief Part 3 Chapter 7 – Road Map Chapter 8 – Cost & Budget Chapter 9 – The Happily Ever After

Part 1

Chapter 1 - Our Mission

Chapter 2 - You

Chapter 3 – Consumer Knowledge

Part 2

Chapter 4 – Creative Brief

Chapter 5 – Promotional Brief

Chapter 6 – Media Brief

Part 3

Chapter 7 – Road Map

Chapter 8 – Cost & Budget

Chapter 9 – The Happily Ever After

To raise awareness, generate trial and move 1000 units of the Health Bed from May – December 2008. Mission

To raise awareness, generate trial and move 1000 units of the Health Bed from May – December 2008.

Client Knowledge Health Bed is made of 100% all natural, customized to fit 100 lbs to 300lbs. Wants us to get the right information about sleep habits out there. Selling directly to his current customers Next Step Franchising

Health Bed is made of 100% all natural, customized to fit 100 lbs to 300lbs.

Wants us to get the right information about sleep habits out there.

Selling directly to his current customers

Next Step

Franchising

Current Customers Female 40+ 50-60 with body problems Families Kids with medical issues Kerrisdale and West Vancouver

Female

40+

50-60 with body problems

Families

Kids with medical issues

Kerrisdale and West Vancouver

Competitor Knowledge The Dux Bed Retail outlet on Granville & 10 th Limited customizability “… $8K price tag seemed a bit much.” - gardenerbob Epionions.com on Dux Bed – 2007 “… I don't regret my purchase, yet I occasionally question my judgement for spending so much on a bed”- – xlugxmiop Epionions.com on Dux Bed - 2004

The Dux Bed

Retail outlet on Granville & 10 th

Limited customizability

5 point plan for Campaign Go Big Build Brand Awareness Generate Trial Control of Trial Build Sales Force

Go Big

Build Brand Awareness

Generate Trial

Control of Trial

Build Sales Force

Creative Brief

Objective To bring Health Bed into the market by creating brand awareness & preference Position the bed as a healthy and organic alternative for sleeping compared to other mattresses Attract new demographics/markets Newlyweds New parents

To bring Health Bed into the market by creating brand awareness & preference

Position the bed as a healthy and organic alternative for sleeping compared to other mattresses

Attract new demographics/markets

Newlyweds

New parents

Creative Strategy Theme Considerations Fairy Tales/Bedtime Stories Goldilocks and The Three Bears Sleeping Beauty The Princess and The Pea Health, Health, Health! Body, Mind and Soul Tone and Style Clean and simple Create Logo “ This bed is too hard, this bed is too soft, this bed is just right.”

Theme Considerations

Fairy Tales/Bedtime Stories

Goldilocks and The Three Bears

Sleeping Beauty

The Princess and The Pea

Health, Health, Health!

Body, Mind and Soul

Tone and Style

Clean and simple

Create Logo

Rationale Fairytales are stories that are read as dreams come true Everyone can relate to childhood memories of bedtime story time The Health Bed can become apart of these memories Brand as the Greatest Bedtime story companion of all time Logo will help with brand recognition

Fairytales are stories that are read as dreams come true

Everyone can relate to childhood memories of bedtime story time

The Health Bed can become apart of these memories

Brand as the Greatest Bedtime story companion of all time

Logo will help with brand recognition

The Health Bed Philosophies The Health Bed + Fairytale Themes = THE HEALTH BED PHILOSOPHIES

The Health Bed + Fairytale Themes =

Promotional Brief

Areas Considered Hotels Spas Donating beds etc. to Children’s Hospital Viral & Guerilla Marketing

Hotels

Spas

Donating beds etc. to Children’s Hospital

Viral & Guerilla Marketing

Showroom

Showroom A showroom at Capilano Mall Act as a Flagship Store for Franchise Close proximity to factory More attractive Easier access for customers Area 62 - $3,400.00/month - Next to Ed’s Linens

A showroom at Capilano Mall

Act as a Flagship Store for Franchise

Close proximity to factory

More attractive

Easier access for customers

Area 62 - $3,400.00/month - Next to Ed’s Linens

Location in the Mall

Mall Promotions

Rationale Get people to test out the bed Allow us to tap into families Purchasing mood Spread awareness to a large number of people

Get people to test out the bed

Allow us to tap into families

Purchasing mood

Spread awareness to a large number of people

Mall Promotions Metrotown Center (June 7, 8) and Oakridge Centre (August 30, 31) Fairy tale themed “ The Princess & The Pea Challenge” Draw to Win a King Size Bed Story Time Brochure at events to drive traffic to web-site

Metrotown Center (June 7, 8) and Oakridge Centre (August 30, 31)

Fairy tale themed

“ The Princess & The Pea Challenge”

Draw to Win a King Size Bed

Story Time

Brochure at events to drive traffic to web-site

Charity Book Drive

Rationale Valuable public relations Shows you’re a company that cares Ties into the advertising campaign

Valuable public relations

Shows you’re a company that cares

Ties into the advertising campaign

Book Drive Bring a story book down to all mall promotional events The Health Bed is the greatest bedtime story companion Charity of choice: Learning Disabilities Association of Vancouver

Bring a story book down to all mall promotional events

The Health Bed is the greatest bedtime story companion

Charity of choice:

Learning Disabilities Association of Vancouver

In-Store Cross Promotion

Rationale Displays that outline the benefits of the product Containing pamphlets Locations that currently carry Snug Sleep products Organic food and health stores

Displays that outline the benefits of the product

Containing pamphlets

Locations that currently carry Snug Sleep products

Organic food and health stores

Rationale Consumers: Similar buying patterns Similar values Willing to pay more These stores would be more in favor of promoting such a product

Consumers:

Similar buying patterns

Similar values

Willing to pay more

These stores would be more in favor of promoting such a product

Locations Location that sell Snug Sleep products Ed's Linens North Shore Linens Dream Designs Simmons Mattress Gallery BedCetera Organic food and health stores Organic Connection Capers Community Market Sweet Cherubim Organic & Natural Foods

Location that sell Snug Sleep products

Ed's Linens

North Shore Linens

Dream Designs

Simmons Mattress Gallery

BedCetera

Organic food and health stores

Organic Connection

Capers Community Market

Sweet Cherubim Organic & Natural Foods

Locations

Shows & Fairs

Rationale The healthy minded Recently married couples Families Attract Franchisees

The healthy minded

Recently married couples

Families

Attract Franchisees

Vancouver Health Show Healthy minded people Willing to pay more for organic and natural merchandise May be interested in becoming sales representatives

Healthy minded people

Willing to pay more for organic and natural merchandise

May be interested in becoming sales representatives

Vancouver Health Show Key Beneficial Feature Seminar/showcase

Key Beneficial Feature

Seminar/showcase

Vancouver Health Show Preferred area - 218

Preferred area - 218

Vancouver Health Show October 25 & 26, 2008 Vancouver Convention & Exhibition Centre $990 (add $200 for Prime Corners) + gst

October 25 & 26, 2008

Vancouver Convention & Exhibition Centre

$990 (add $200 for Prime Corners) + gst

Grand Wedding Show Multi cultural event Couples starting their lives together Looking for items they will need to start their lives as a married couple

Multi cultural event

Couples starting their lives together

Looking for items they will need to start their lives as a married couple

Grand Wedding Show September 13 & 14, 2008 Vancouver Convention & Exhibition Centre $499 + gst

September 13 & 14, 2008

Vancouver Convention & Exhibition Centre

$499 + gst

Baby and Family Fair Parents looking for what’s best for their children Looking for items that can change as the child grows and changes

Parents looking for what’s best for their children

Looking for items that can change as the child grows and changes

Baby and Family Fair Preferred area 307

Preferred area

307

Baby and Family Fair November 1 & 2, 2008 Vancouver Convention & Exhibition Centre $1,150 + gst http://birthwrite.sweethomebirth.com/2006/09/vancouver-baby-family-fair.html

November 1 & 2, 2008

Vancouver Convention & Exhibition Centre

$1,150 + gst

Media Brief

The Health Bed’s Media Landscape X-Promotions Phone Orders In-store Mall Promotions Magazine Newspaper Trade Shows Events

The Vancouver Sun Advertorial Profile Introduce yourself to the marketplace Monday’s Edition Body & Health

Advertorial Profile

Introduce yourself to the marketplace

Monday’s Edition

Body & Health

How Many People Read Canadian Living? Published Monthly Single Issue 4,268,000

Published Monthly

Single Issue

4,268,000

The North Shore News Connecting to the Community Covers anywhere between Deep Cove and Horseshoe Bay Great supporters of the community for organizations, activities and events.

Connecting to the Community

Covers anywhere between Deep Cove and Horseshoe Bay

Great supporters of the community for organizations, activities and events.

Calendar – June/July June 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Metrotown Centre Oakridge Centre Grand Wedding Show Vancouver Health Show Baby & Family Fair Vancouver Sun Ads North Shore News Health Bed Grand Opening Canadian Living -BC July 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 Metrotown Centre Oakridge Centre Grand Wedding Show Vancouver Health Show Baby & Family Fair Vancouver Sun Ads North Shore News Health Bed Grand Opening Canadian Living -BC

Calendar – August/September August 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 Metrotown Centre Oakridge Centre Grand Wedding Show Vancouver Health Show Baby & Family Fair Vancouver Sun Ads North Shore News Health Bed Grand Opening Canadian Living -BC September 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Metrotown Centre Oakridge Centre Grand Wedding Show Vancouver Health Show Baby & Family Fair Vancouver Sun Ads North Shore News Health Bed Grand Opening Canadian Living -BC

Calendar – October/ November October 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 Metrotown Centre Oakridge Centre Grand Wedding Show Vancouver Health Show Baby & Family Fair Vancouver Sun Ads North Shore News Health Bed Grand Opening Canadian Living -BC November 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Metrotown Centre Oakridge Centre Grand Wedding Show Vancouver Health Show Baby & Family Fair Vancouver Sun Ads North Shore News Health Bed Grand Opening Canadian Living -BC

Recap Branded as the Greatest Bedtime Story Companion Came up with the Health Bed Philosophy and Logo Flagship store for Franchise 5 ways to drive trials and awareness 3 strong media outlets

Branded as the Greatest Bedtime Story Companion

Came up with the Health Bed Philosophy and Logo

Flagship store for Franchise

5 ways to drive trials and awareness

3 strong media outlets

So with the help of Conceptual Media and their creative, promotional and media campaign, the Health Bed and Don Eady lived happily ever after… The End