A D V 400  Crayola  Presentation
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A D V 400 Crayola Presentation Presentation Transcript

  • 1. Crayola Crayons ADVERTISING 400 Elizabeth Bauer, Jeongsil Lee, Sara Margolis, Lauren Pawlow, and Stephanie Powell
  • 2. Situation Analysis
    • Crayon usage, purchase frequency is low
      • Seasonal purchase
    • Children are not as involved in the arts
    • Fine Arts have cognitive benefits
  • 3.
    • PRIMARY MARKET
      • Children in grades K-5
      • Ages 4-10
    • SECONDARY MARKET
      • Parents and Educators
      • Elementary schools,
      • Preschools
      • Daycares
    Situation Analysis
  • 4.
    • 1903: First box of eight crayons was produced by cousins Edwin Binney and Harold Smith who started Crayola
    • Binney & Smith knew there was a need for safe, quality and affordable wax crayons on the market
    • 1948: Crayola targeted art teachers to show the benefits of crayons
    • Crayola has created crayons, colored pencils, markers, chalk, with no sign of slowing down
    • Fun fact: Today there are 120 different colors of crayons in boxes of 8, 16, 24, 32, 48, 64, 96, and 120.
    History of Crayola
  • 5.
    • Crayola produces nearly 3 billion crayons each year, an average of 12 million daily (Crayola trivia)
    • The average child in the US wears down 730 crayons by his 10 th birthday (Crayola Trivia)
    • Kids, ages 2-8, spend an average of 28 minutes each day coloring. Combined, children in the U.S. spend 6.3 billion hours coloring annually, almost 10,000 human lifetimes ! (Crayola Trivia)
    • Among elementary and middle-school populations, girls play for an average of about 5.5 hours/week and boys average 13 hours/week. (Glazer)
    • The American Academy of Pediatrics recommends that children not spend more than one to two hours per day in front of all electronic screens. (Glazer)
    Research
  • 6.
    • 20% increase sales of Crayola Crayons from the start of the school year to the end of the summer
    Goal
  • 7.
    • Increase usage
      • In the classroom / schools / curriculums
      • At home
    • Increase sales
      • During the year, not just “back to school”
    • Increase Participation
      • Schools, family, business…
    Objectives
  • 8.
    • Shed light on art education
    • Bring awareness of importance of fine arts
    • Create crayon intensive curriculum to lesson plans in science, math, english, health classes
    Strategies
  • 9.
    • Tools
      • “Crayola Rooms” at museums
      • Art lesson plans for schools / park districts / daycares
      • Themed campaigns
      • Promotional items 
      • Events at schools
      • Appearance of the “Crayon Mobile”
    Tactics
  • 10. Promotional / Lesson Plans
  • 11. “ Crayola Room”
  • 12.
    • Communication Methods
      • Press Releases in parenting magazines, education magazines, newspapers
      • Giveaways of reminder material
      • Direct communication with schools
      • Workshops for teachers, caregivers, and parents
      • VNRs to news media
      • Brochures and educational media for parents and teachers at events
    Tactics
  • 13.
    • Campaigns
      • Informational Campaign: brochures, flyers, articles, news releases. Experts on news shows and Oprah
      • “Road Trip” - Crayola Car Kits perfect for travel and car games
      • “Rainy Day Fun” – encourage entire family activities on rainy days instead of watching TV
    Tactics
  • 14. News Release
  • 15. Flyer
  • 16. Brochure
  • 17.
    • Events
      • “ Imagination Rooms” – blank walls in malls and museums for children to draw, also great for weddings and family parties
      • Workshops – held for parents and teachers to bring creativity into the curriculum
      • Crayon Carnivals – in school gyms showcasing new ways to use crayons, great for after school programs
      • Crayon Mobile – similar to Book Mobile, it will attend festivals and sporting events
    Tactics
  • 18. Crayon Carnival
  • 19.
    • August 2008 – August 2009 (2008 School year)
    • Crayola will create new promotional ideas each month of school
    • Crayola hot spots will be created and updated throughout the year
    Timeline
  • 20.
    • Total: $6 Million
      • Schools: $2 Million
      • Museums:
      • $1.5 Million
      • Sporting Events: $1.25 Million
      • Shopping Centers: $.5 Million
      • Airlines: $.5 Million
      • Hotels: $.25 Million
    Budget
  • 21.
    • Noted through sales data and annual reports
    • Satisfaction surveys at special events
    • Administration offices at schools
    • Creativity scans and tests given to target audiences
    • **Customer loyalty and brand equity will be emphasized
    Evaluation
  • 22. THE END Any Questions?