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Welcome to Orientation
 

Welcome to Orientation

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Mock advertising campaign for the DC Metropolitan sector of Cricket Wireless. I was responsible for all creative and the compiling of the powerpoint presentation materials

Mock advertising campaign for the DC Metropolitan sector of Cricket Wireless. I was responsible for all creative and the compiling of the powerpoint presentation materials

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  • Before distributing our official survey we created a 15 question pre-qualifying survey in order to get a better understanding our desired target market. We distributed 50 surveys at three locations located in Washington, DC: Cricket, 14th & U 1947 14th St NW   Cricket, Adams Morgan 1652 Columbia Rd NW   Star Communications 2818 Georgia Ave NW We chose these three specific store locations because each store area encounters a significant amount of foot traffic on a daily basis, which would allow an opportunity to interact with the preferred target audience. Our team then used the feedback from the pre-qualifying surveys to develop a more thorough survey to post on Surveymonkey.com. We decided to post our survey on Surveymonkey.com because of its ease-of-use, professional look, at fast access to results. They were also ranked by Alexa as the leading survey tool on the web. We posted a total of 100 surveys online.
  • A stronger presence on television with creative messages that not only focus on the convenience that no commitment brings but also the promotion of the broad band options of Cricket Wireless. Non-traditional advertising will be used in the form of oversized text “messages” spray-painted on obscure walls next to Cricket locations. These messages will have the basic text message jargon of today, as a way to introduce the culture to first time phone buyers. Locations include but are not limited to Adams Morgan, U St. and Georgia Avenue. Other traditional advertising includes print ads depicting scenes of “no commitment” and “first timers”. The thought process and tone of the print and television ads will be entitled “The Relationship”. Cell phones and their owners are entangled in a relationship. This can be a long and fruitful marriage or a one-night stand depending on the owner and the phone.

Welcome to Orientation Welcome to Orientation Presentation Transcript

  •  
  • K OMPANY ANALYSIS
    • Cricket Wireless, a subsidiary of Leap Wireless has been in existence since September of 1998.
    • Cricket has formulated themselves as a low flat-rate service provider offering unlimited wireless plans and a pay as you go option.
    • Crickets’ purpose is to “create coveted communication products at a value that all our communities deserve and can afford.”
    • Cricket continues to upgrade their networks, products, and services, to compete and standout amongst their competitors.
    • Crickets growth has been moderate and is continuing to increase.
  • Cricket service is currently available in 4,600 cities nationwide
  • K ONSUMER ANALYSIS
    • Cricket Wireless, a quickly growing flat-rate wireless provider, currently reaches 3 million people in 25 states.
    • Cricket consumers rely heavily on their mobile phones, 31 percent of these consumers use 15,000 minutes per month.
    • Cricket customers have “cut the cord.” 68 percent of Cricket customers have displaced their landline and solely use their cellular phone.
    • 93 percent of Cricket customers use their mobile line as their primary line.
    • At 43 percent , African Americans and Hispanics make up a large portion of their consumer base. 20 percent of consumers are Spanish speaking.
    • Consumers are often from age 25-34 .
    • According to J.D. Power and Associates, as of 2008, Cricket Wireless has been ranked 3 rd in overall wireless pre-paid satisfaction.
  • MAR K ET ANALYSIS
    • The country has 276.6 million subscribers in total within the cell phone industry.
    • The subscriber count reached 2.7 billion by end of 2006 according to Informa, and 3.3 billion by November, 2007, thus reaching an equivalent of over half the planet's population .
    • Around 80% of the world's population enjoys mobile phone coverage as of 2006. This figure is expected to increase to 90% by the year 2010.
    • Mobile telephones outnumber land-line telephones; in the U.S., 50 percent of children have mobile telephones.
    • There were an estimated 3.3 billion global cellular telephone subscribers by the beginning of 2009, including more than 270 million in the U.S. alone.
    • Approximately 87% of Americans had a cell phone subscription at year-end 2008. They spend an average of $50.07 monthly on their cell phone bills according to the CTIA.
  • PRODU K T ANALYSIS
    • Cricket offers a number of great deals on cell phones and cell phone plans.
    • Depending on the phone plan selected, features can include:
    • Cricket provides all the products and services with no signed contracts and no overages .
    Unlimited local calling Unlimited U.S long distance Unlimited text Unlimited picture mes saging
  • K OMPETITIVE ANALYSIS
    • In the DMV area alone, Boost Mobile has the largest hold on low flat-rate service provider offering unlimited wireless plans and a pay as you go option.
    • Cricket’s second main competitor would be AT&T Go Phone . AT&T GoPhone offers one of the more flexible prepaid plans of the major providers.
    • Virgin mobile began in the United Kingdom and has branched out to include the United States and has recently merged with Sprint.
    • TracFone is the leader in the prepaid cellular industry and is sold at over 60,000 retailers nationwide, as well as online.
  • S.W.O.T Strengths Weaknesses Opportunities Threats
    • No contract, credit checks, overages
    • Unlimited talk and text
    • Wireless broadband Internet
    • Limited availability (coverage)
    • Phone prices (retail vs. discount)
    • Phone selection (basic compared to iPhone and Blackberry)
    • Heavy East coast expansion
    • Current economic climate
    • Younger market: 45% under 35
    • Discontinuance of landlines
    • Strong competitors
    • Numerous brand loyal customers
    • Lack of differentiation in the market (clutter)
    • Saturation of advertisements
  • OBJE K TIVES
      • Increase sales of 1 st time phone buyers by 5%
      • Drive in-store foot traffic by 20%
    Marketing
      • Increase brand recognition
      • Increase awareness of wireless 3G Broadband Internet Service
    Communication
      • Establish top-of-mind awareness among target market
    Advertising
  • RESEARCH
    • Primary
      • Pre-survey (mall intercept)
        • Distributed a short 15 question survey to people in front of three Cricket store locations
        • Used feedback to develop an online survey.
      • Online survey
        • Created and posted survey on Surveymonkey.com
    • Secondary
      • Cricketwireless.com
      • Leapwireless.com
      • Matt Andrews, Washington DC Area marketing Manager
      • Marsha Leo, Sales Leader at Cricket Rhode Island Store
      • Richard Delgado, Assistant Manager, Cricket Adams Morgan
    • Strategy
  • RESEARCH
    • The majority of the individuals who filled out the survey were African American (46%) and Hispanic (42%); between the ages of 24 and 32 .
    • More than half of the participants were females and married with one to two children.
    • These individuals have some college education, mostly work in retail and administrative career positions making between $30,000 - $39,000 per year.
    • These “new k omers" are very active social and individuals; they use public transportation as a primary means of travel, mainly using bus and train.
    • They also attend multiple professional sporting events as well as going to the movie theater .
    • They spend between two to four hours on the Internet per day, primarily on social networking and news related websites.
    • Findings
  • RESEARCH
  • ADVERTISING STRATEGY “WELCOME TO ORIENTATION”
    • For first time phone buyers dealing with a wireless service can be like the first day of class. You don’t know what to do and you’re not sure who is giving you the right information. Let Cricket Wireless take you through “Orientation”.
    • Through a variety of advertisements our goals are to:
      • Capture the attention of consumers and potential consumers
      • Inform new K omers of the benefits of Cricket Wireless
  • K REATIVE STRATEGY: Print
  • K REATIVE STRATEGY: Print
  • K REATIVE STRATEGY: Non-traditional
  • K REATIVE STRATEGY: Transit
  •  
  •  
    • With this campaign, we would like to reach out to minority metropolitan DC residents that are purchasing their first cell phone.
    • Our 3.5 million dollar budget will be broken down into television, print, radio, Internet, transit, billboards and non-traditional media.
    • This range of media will allow us to reach a large number of first time buyers, emphasizing brand recognition.
    • The campaign will be a combination of pulsing and continuous media.
    • Local media was chosen in order to effectively zero in on our target market in the Washington, DC area.
    • Value added will be established through local radio stations. We will team up with some of the more popular radio shows to promote Cricket Wireless.
    • We will run a year campaign dedicated to meeting our media objectives. The campaign will incorporate only the most effective media vehicles.
    MEDIA STRATEGY
  • MEDIA STRATEGY
    • Radio
      • Spanish stations
      • Mainstream
      • Hip hop and R&B stations
    • Print
      • Newspapers (Washington Post, Express, El Tiempo)
      • Full or half page ads
      • Pulsing schedule
  • MEDIA STRATEGY
    • Online
      • Popular websites
      • Social networking sites
    • Television
      • Local channels (NBC, Fox, PBS)
      • Univision, Telemundo
  • MEDIA STRATEGY
    • Transit
      • Train
        • “ Cricket green train car”
        • Tunnel advertising
      • Bus
        • Bus wraps
      • Most traveled lines
    • Nontraditional
      • Movie theater advertising and row of seats
  • PUBLI K RELATIONS Our team decided to hold four events to increase brand recognition and to establish top-of-mind awareness among new K omers: 1 st Time Home Buyers Partnership with Habitat for Humanity Cricket Wireless will partner with Habitat for Humanity to promote 1 st time home buyers and 1 st time phone buyers.
  • Black Family Reunion Sponsorship During this event, Cricket will be the sponsor for the 25 th Anniversary National Council of Negro Women, Inc. Black Family Reunion Celebration. PUBLI K RELATIONS
  • PUBLI K RELATIONS Hispanic Heritage Month Festival Cricket will celebrate Hispanic heritage in a street festival that will allow Cricket to engage with their Hispanic demographic.
  • PUBLI K RELATIONS Wizards Home Game Sponsorship Cricket Wireless will sponsor three Wizards home games during the first three months of the new year as a way to kick off Cricket’s new campaign.
  • BUDGET
    • Total: $3.5 million
  • ASSESSMENT
    • Post survey evaluation on Surveymonkey.com
    • In store customer feedback
    • Return to initial three Cricket stores and perform short mall intercept survey
    • Cricket 5 for 5 promotion
      • By calling 1-800-cricKet (1-800-274-2538) or by logging on to orientation101.com, Cricket customers can take a short five minute survey and receive a $5 credit towards their next month’s bill.
      • Promotion will run only in April, August and December
    Dear valued Cricket wireless customer, we appreciate your commitment and value your opinion. Please call 1-800-cricKet to take our survey & receive $5 CREDIT TOWARDS NEXT MONTHS BILL!!! Thanks Cricket