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Keeping Kids Warm Casey Corley Amy Smith Paige Walters Cody Hosch Abby Brown
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”
Committed to providing the best quality blankets to foster children.
Get the community involved in donating blankets for children.
Provide less fortunate kids with a variety of blankets, throw, and quilts.
The material will be organic and easy to clean.
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
Situational Analysis (cont.) Weaknesses: Unstable resource network Low donations Strengths: Statistical support Corporations want to be involved (CSR) 5
Expand the business by adding a warehouse in another state within 2 years.
In three years, be able to provide blankets to every foster childin Georgia.
MKTG3132 AdCampaign, Fall 2010 6
Target Market(s): Profile women ages 25-60. Psychographic profile: positive attitudes, charities and raising awareness. MKTG3132 AdCampaign, Fall 2010 7
Target Market(s): Infographics Local news stations (television and radio) School kids & parents Homeless shelters and churches. MKTG3132 AdCampaign, Fall 2010 8
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.
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
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
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
Media Selection Print options Newspaper display ad Newspaper FSI OOH options Billboard Bus Transit Internet ad option Facebook ad 15
Media Placement & Budget: Schedule Facebook Ad Jan-Jun 2011 Newspaper ad on Sundays FSI on Wednesdays Billboard 6 panel 100 showing Bus Transit 16
Media Placement & Budget: Total Cost Newspaper =$2708 FSI =$104 Billboard =$5760 Bus transit =$435 Facebook Ad =$1400 Total:$10,407 17
Media Placement & Budget CPM for all media Newspaper = $96.72 FSI = $3.70 Billboard = $96.00 Internet = $2.50 Bus transit = $72.60 18
Media Placement & Budget CPP for the following ads Billboard = $384.00 Bus transit = $87.04 19