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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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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

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