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  • AMY -We are a locally based business committed to supplying all orphans in Georgia with a warm blanket. Keeping Kids Warm is made possible by interns, volunteers, and charitable donators. Without volunteers and people who donate, Keeping Kids Warm would not be the company it is today. Our slogan is “Warm the World” because our mission is to provide every orphan with a blanket starting right here in Statesboro, Ga and eventually surrounding counties, states, and countries.
  • AMY - Sinceorphaned children often feel ‘alone’ we believe that providing them with a blanket of their preference will make them feel more loved. Keeping Kids Warm is a great way to get members of the community involved by getting them to donate blankets & throws to our company.
  • AMY – Threats: Foster children have no family; therefore they have no one to buy them clothing or blankets.Opportunities: There are many funding sources available and people will have to chance to volunteer.
  • AMY –Weaknesses: There is an unstable resource network and there could possibly be a low amount of donationsStrengths: Statistical support and Corporations want to be involved.
  • Casey –Our marketing objectives are to be the lead distributor for blankets. We plan on expanding the business by adding a warehouse in another state within 2 years.In three years we hope to provide blankets to every orphanage in Georgia.
  • CASEYOur target market is women ages 25 – 60. These women typically have children or grandchildren of their own. Since women are usually ‘nurturing’ they will be drawn into donating to these foster children. These women have positive attitudes, and participate in charities that raise awareness about a good cause.
  • CASEY Local news stations (television and radio) because they are always willing to promote good causes.Sending the message to schools will let kids and parents know about keeping kids warm and also give them a chance to volunteer. Homeless shelters and churches are good to advertise to so they can help get the word out to volunteers and people in need.
  • CASEYSupply foster children in Georgia with blankets.Create awareness about foster children in Georgia.After 5 years, have warehouses throughout Georgia and surrounding states.
  • PAIGEOurobjectives are to supply more blankets than any of our competitors, to provide children in orphanages with a blanket for every blanket that our company sells, to provide our customers with the highest quality blankets to assure customer satisfaction, and to extend our dedication beyond just our customers by community involvement and customer satisfaction.
  • PAIGEKeeping Kids Warm provides blankets with the same quality as that of Warmth Incorporated but at a much lower price. Because of it’s low price and decent quality, Ikea is targeted towards college students. Burlington Factory is not as high in quality as Keeping Kids Warm and Warmth Incorporated because it is not made with eco-friendly materials.
  • PAIGEOur strategy is to ensure that children in Georgia orphanages have a way to stay warm. We are targeting business toward female customers ranging from age 25 to age 60 who typically have children or grandchildren of their own. Keeping Kids Warm offers environmentally friendly blankets, throws and quilts in a variety of sizes and colors. We feel that we are superior to our competitors because of our affordable , high quality products that help keep orphans warm.
  • PAIGEWe chose a position that caters to our customers and target market, and specifically those who value the convenience of our product while helping keep kids warm. By purchasing our blankets, throws and quilts, we will be making the world warmer, one child at a time. Not only do our products display comfort but also environmental sustainability.
  • PAIGE - Ourtheme options are “Make the World Warmer” and “Rethink Global Warming.” Our integrative theme supports the positioning statement by re-emphasizing our product’s highlights such as environmental sustainability, and helping orphans in need while staying warm at the same time.
  • CODYOur print options are a news paper display and and FSIOur OOH options are a billboard and bus transitOur internet ad will be on Facebook
  • CODYOur Media Placement is flighting because each advertisement will be during different times of the week.
  • CODYNewspaper – 28 Sundays in 6 months = $96.72 * 28 = 2708.16FSI 28 Wednesday in 6 months = $3.70 * 28 = $103.60Billboard for one month costs 960. So $960 * 6 months = $5760Bus Transit $72.60 for one month…. $72.60*6= 435.60Facebook Ad $50 for 50 clicks one day a week ($50*28)=1400Newspaper Campaign CostNewspaper schedule: Every Sunday, January-June 2011Total # ads? 28Total cost? $2708Newspaper CPM = (cost/audience) * 1000Total Newspaper Campaign Cost: $2708Newspaper Audience? 20,000Calculate CPM (campaign): ($1,934.40/ 20,000) * 1000 = $96.72FSI Campaign CostFSI Schedule: Every Wednesday, January-June 2011Total # FSIs? 28Total Cost? $104FSI CPM = (cost/audience) * 1000Total FSI Campaign Cost: $104FSI Audience? 20,000Calculate CPM (campaign): ($74/ 20,000) * 1000 = $3.70Billboard Campaign CostBillboard Schedule: January-June 2011Total Cost? $5760Billboard CPP = Cost/GRPsTotal Billboard campaign Cost? $5760Gross Rating Points? 50Calculate CPP: ($19,200/50) = $384.00Billboard CPM = (cost/audience) * 1000Total Billboard campaign Cost? $5760Billboard Campaign Audience? DEC: Daily Effective Circulation: 20,000Calculate CPM: ($19,200/ 20,000) * 1000 = $960.00Transit Campaign CostTransit schedule: January-June 2011Total cost/month? $72.60Transit CPM = (cost/audience) * 1000Total Cost Transit Campaign/month? $72.60Cost/day? $15.50Audience/ day??? DEC: Daily Effective Circulation: 300,000Calculate CPM: ($21,780/300,000) * 1000= $72.60Internet Facebook Campaign CostFacebook schedule: One day a week, January-June 2011Total cost? $1400Facebook CPM = (cost/audience) * 1000Total Cost Facebook Campaign: $1400Estimated Facebook Audience: 20,000Calculate CPM: ($50/20,000) * 1000 = $2.50 
  • CODYCPM = (cost of ads / audience) * 1000Newspaper ($1,934.40/ 20,000) * 1000 = $96.72FSI ($74/ 20,000) * 1000 = $3.70Billboard ($19,200/200,000)*1000=$96.00 Internet ($50/20,000) * 1000 = $2.50Bus Transit ($21,780/300,000) * 1000= $72.60
  • CODYCPP = cost of ads/GRPsBillboard ($19,200/50) = $384.00Bus Transit ($21,760/250) = 87.04
  • ABBYSOURCE: http://www.google.com/imgres?imgurl=http://3.bp.blogspot.com/_00y32EglIMg/SwpkhG2CyuI/AAAAAAAAAIw/L_QaKG6JP_M/s1600/BiskopHeuchsVei1.jpg&imgrefurl=http://jetaddress.blogspot.com/2009/11/blog-post.html&h=476&w=1065&sz=120&tbnid=IB_8U0gCtqEj7M:&tbnh=67&tbnw=150&prev=/images%3Fq%3Dexample%2Bnewspaper%2Bad&zoom=1&q=example+newspaper+ad&usg=__43qZrQUY8IEu26bSMxd5IIfSbTs=&sa=X&ei=IpufTLu-PIOglAfTwrzyCg&ved=0CDMQ9QEwBw
  • ABBYSOURCE: http://www.millerdirectmedia.com/Miller-Direct-Media-Myrtle-Beach,-SC-Newspaper-Advertising.html
  • Source: Made by Casey Corley
  • Source: Created ad on Facebook/ Casey Corley
  • Source: Ad created by Casey Corley

Transcript

  • 1. Keeping Kids Warm
    Casey Corley
    Amy Smith
    Paige Walters
    Cody Hosch
    Abby Brown
  • 2. MKTG3132 AdCampaign, Fall 2010
    2
    Client Profile: Who Are We?
    Keeping Kids Warm is a locally based business which is committed to supplying blankets to every child in Georgia Foster Homes.
    Interns, Volunteers, Charitable Donators
    “Warm the World”
  • 3. Client Profile: Mission Objectives
    • Committed to providing the best quality blankets to foster children.
    • 4. Get the community involved in donating blankets for children.
    • 5. Provide less fortunate kids with a variety of blankets, throw, and quilts.
    • 6. The material will be organic and easy to clean.
    3
  • 7. Client Profile: TOWS Analysis
    Threats:
    Foster children have no family
    Can’t afford the proper clothing
     Opportunities:
    Many funding sources are available
    Chance to volunteer
    MKTG3132 AdCampaign, Fall 2010
    4
  • 8. Situational Analysis (cont.) 
    Weaknesses:
    Unstable resource network
    Low donations
    Strengths:
    Statistical support
    Corporations want to be involved (CSR)
    5
  • 9. Marketing Objective(s)
    • To be the lead distributor for blankets.
    • 10. Expand the business by adding a warehouse in another state within 2 years.
    • 11. In three years, be able to provide blankets to every foster childin Georgia.
    MKTG3132 AdCampaign, Fall 2010
    6
  • 12. Target Market(s): Profile
    women ages 25-60.
    Psychographic profile: positive attitudes, charities and raising awareness.
    MKTG3132 AdCampaign, Fall 2010
    7
  • 13. Target Market(s): Infographics
    Local news stations (television and radio)
    School kids & parents
    Homeless shelters and churches.
    MKTG3132 AdCampaign, Fall 2010
    8
  • 14. MKTG3132 AdCampaign, Fall 2010
    9
    Ad Campaign Objectives
    Supply foster children in Georgia with blankets.
    Create awareness about foster children in Georgia.
    After 5 years, have warehouses throughout Georgia and surrounding states.
  • 15. AdCom Objective Examples
    • Place ads in newspapers such as Statesboro Herald
    • 16. Billboard, Transit, and Facebook ads
    • 17. Reach the Sunday “church” audience via newspaper ads
    10
  • 18. Message Strategy: Perceptual Map
    MKTG3132 AdCampaign, Fall 2010
    11
    * Warmth Incorporated
    *Burlington Factory
    Price Low
  • 19. Message Strategy: Value Proposition
    Similar to TOMs Shoes—for every blanket purchased, one blanket donated
    Our offering: blankets, throws, or quilts in a variety of sizes and colors that are environmentally friendly
    MKTG3132 AdCampaign, Fall 2010
    12
  • 20. Positioning Statement
    Blankets, throws and quilts. “Making the World Warmer”
    Keeping Kids Warm, Eco-friendly products at an affordable price
    By purchasing a blanket, customers are also contributing to a charitable cause
    MKTG3132 AdCampaign, Fall 2010
    13
  • 21. Message Strategy: Campaign Theme
    “Make the World Warmer”
    Integrative theme:
    A blanket that keeps you warm on the outside and the inside. It is environmentally friendly and friendly to foster childrenin need.
    MKTG3132 AdCampaign, Fall 2010
    14
  • 22. Media Selection
    Print options
    Newspaper display ad
    Newspaper FSI
    OOH options
    Billboard
    Bus Transit
    Internet ad option
    Facebook ad
    15
  • 23. Media Placement & Budget: Schedule
    Facebook Ad Jan-Jun 2011
    Newspaper ad on Sundays
    FSI on Wednesdays
    Billboard 6 panel 100 showing
    Bus Transit
    16
  • 24. Media Placement & Budget: Total Cost
    Newspaper =$2708
    FSI =$104
    Billboard =$5760
    Bus transit =$435
    Facebook Ad =$1400
    Total:$10,407
    17
  • 25. Media Placement & Budget
    CPM for all media
    Newspaper = $96.72
    FSI = $3.70
    Billboard = $96.00
    Internet = $2.50
    Bus transit = $72.60
    18
  • 26. Media Placement & Budget
    CPP for the following ads
    Billboard = $384.00
    Bus transit = $87.04
    19
  • 27. Print Ad : Newspaper
    20
    • Quarter page 3 col. X 9.75-inch color ad run for one month on Sundays in the Statesboro Herald.
    • 28. Make comprehensive proportional.
    • 29. $1,934.40
  • Print Ad : Newspaper FSI
    • FSI single sheet ONE SIDE 8½x11 glossy 80# paper sheet w/4 color = $0.10/sh
    • 30. Insert on Wednesday, $37 per 10K (20K) = $74
    21
  • 31. Out-of-Home: Billboard
    22
    • 100 showing Jan-Jun 2011, Fair Rd. in front of Clyde’s
    • 32. 6 panel $19,200
  • Internet ad: Facebook
    23
    1
    2
    3
    • Budget of $50.00 per day
    • 33. 0.88 per click
    • 34. Population of 30 and over is 9,260
  • Bus transit
    24
    • Population of 393,932
    • 35. 6 panel billboard for $21,760