Keeping Kids Warm
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Keeping Kids Warm

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This is a presentation that myself and a few classmates presented for an Advertising class. Our client was a small business called "Keeping Kids Warm." This business aims at providing blankets for ...

This is a presentation that myself and a few classmates presented for an Advertising class. Our client was a small business called "Keeping Kids Warm." This business aims at providing blankets for foster kids around Georgia.

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Keeping Kids Warm Keeping Kids Warm Presentation Transcript

  • 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”
  • Client Profile: Mission Objectives
    • 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.
    3
  • 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
  • Marketing Objective(s)
    • To be the lead distributor for blankets.
    • 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.
  • AdCom Objective Examples
    • Place ads in newspapers such as Statesboro Herald
    • Billboard, Transit, and Facebook ads
    • Reach the Sunday “church” audience via newspaper ads
    10
  • Message Strategy: Perceptual Map
    MKTG3132 AdCampaign, Fall 2010
    11
    * Warmth Incorporated
    *Burlington Factory
    Price Low
  • 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
  • Print Ad : Newspaper
    20
    • Quarter page 3 col. X 9.75-inch color ad run for one month on Sundays in the Statesboro Herald.
    • Make comprehensive proportional.
    • $1,934.40
  • Print Ad : Newspaper FSI
    • FSI single sheet ONE SIDE 8½x11 glossy 80# paper sheet w/4 color = $0.10/sh
    • Insert on Wednesday, $37 per 10K (20K) = $74
    21
  • Out-of-Home: Billboard
    22
    • 100 showing Jan-Jun 2011, Fair Rd. in front of Clyde’s
    • 6 panel $19,200
  • Internet ad: Facebook
    23
    1
    2
    3
    • Budget of $50.00 per day
    • 0.88 per click
    • Population of 30 and over is 9,260
  • Bus transit
    24
    • Population of 393,932
    • 6 panel billboard for $21,760