Build a Bear Pitch
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Our project for Integrated Marketing Communications class with Professor Ann Stone Project goals: - Define and bring a target audience to life - Develop an emotional ignition point - Design a communications strategy including media planning and creative, while keeping the client's budget in mind
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Build a Bear Pitch
- 2. Ladies and Gentlemen, it’s time to zone out
- 3. When was the last time you actually felt cool?
- 4. As an adult, you become comfortable with yourself
- 5. But go back to a time when you were in school, when you were a tween Images sourced from Grey India’s library
- 6. You were at a vulnerable time in your life
- 7. An age where you didn’t know where you were
- 8. Your life was all about duality
- 9. You wanted to grow up But didn’t want to lose out on the freedom that childhood gave you
- 10. You wanted to watch the latest TV show But didn’t want to stop watching cartoons Images sourced from Grey India’s library
- 11. All of a sudden, a new figure came into your life Your Friends
- 12. And boy, their opinions mattered
- 13. You wanted to follow them, be like them
- 14. You wanted to listen to the same music as they did But you still wanted to rock out to what you liked
- 15. You needed the same haircut as them But you wanted you to look like you
- 16. You cared about what they thought about you But you still wanted to be what you thought you were
- 17. You wanted to be just the way they were But in your own way You wanted to express yourself But still be cool to them
- 18. And finding that balance gave you many sleepless nights
- 19. Time to zone back in
- 20. Because it still is keeping the tweens of today up at night
- 21. Because after all these years, tweens are still going through the same struggles The same trials and tribulations The same emotions as you were
- 22. And that’s where our product comes in
- 23. There are over 22,000 tweens living in our catchment area and let’s not forget, when we talk to them, we’ll be capturing the attention of younger children, who want to be like the tweens (even the younger siblings) Sourced from superdpmographics
- 24. And this is what the new Build-A-Bear workshop will be to them the most meaningful activity at the mall that will allow them to express their inner coolness
- 25. And this is what the new Build-A-Bear workshop will be to them because it offers them the chance to design a unique stuffed animal and keep updating their creation with the latest trends
- 26. So how do we appeal to them?
- 27. How do we tell them that Build-A-Bear is in town? And how do we get them there?
- 29. But therein lies the opportunity
- 30. Tweens may not be aware of the brand
- 31. Or may not identify with what it has to offer
- 32. But let’s look at what they have to say about how they feel And through our research, we know that The duality is as strong as ever Images sourced from Grey India’s library, insights from the sound research
- 33. To address this, we need to create a shift in their minds I’m cool because I’m like my friends I’m cool because I’m me, and yet like my friends
- 34. So how do we do that?
- 35. Well, luckily there’s help
- 36. As a brand, we do not make them one of the Hoi Pilloi We make them stand out, without being the outliers
- 37. We are the gateway to ambit self-expression We are the indicators of inner coolness
- 38. We are Build-A-Bear, and we let them create their own world
- 39. And we invite them to build their own stories
- 40. So
- 41. Are you ready to see some ambit self expression?
- 42. How does it work?
- 45. Poster Campaign Strategically placed posters to create a buzz
- 49. Storefront Stories Using an idle storefront to drive awareness and interaction
- 50. Man in a bear suit educating people at the mall Inviting them to visit the storefront to build their own story
- 51. Visitors encouraged to build their own stories on a famous movie scene via an interactive board
- 53. Users encouraged to post it and tag the @guildfordbuildabear instagram account with the #mybearmyway They also need to their friends to like their picture The top 5 most liked pictures get a free stuffed animal Once the store opens, everyone can come in and get a discount by showing their original photo
- 54. Get Well Soon! Harnessing creativity at school
- 55. Tie up with 3 schools in the area to hold a drawing contest
- 56. Children given a blank card and a blank bear sticker And asked to draw a story that’ll make sick children feel better And customize the bear and make it a part of the story
- 57. The students will also be given flyers that tell them that we’re coming to town
- 58. The cards are then sent to the paediatric wing of the Surrey Hospital and Outpatient Centre We also pick 10 winners and give them a free customized toy We also donate identical toys to the hospital
- 59. Can be done in both pre and post launch phases
- 60. Goldilocks and bears A match made in sweet heaven
- 61. A week before the launch, Goldilocks bakeshop introduces a line of Build-A-Bear cookies that continues for the next 2 weeks For the duration of the 3 weeks, goldilocks also gives a $5 gift card with the purchase of every 3 cookies For the next 2 weeks, any customer that comes into the bakery with a new Build-A-Bear stuffed animal gets a free cookie
- 62. Google Ad-words At this time, we also begin buying select Google ad-words
- 63. Launch and Post-Launch Continue building momentum
- 65. At a section in the Landmark Theatre, a small Build-A-Bear installation will be put in It’ll show bears watching the trailers of the movies playing at the theatres, interspersed the campaign messaging It’ll also have a bearized poster of the main attraction that is playing
- 66. While appropriate movies are playing, the theatre can also give out gift cards with every ticket Furthermore, they’ll also host bring your bear to the movies wherein every cinemagoer who is brings their bear to the movies gets free popcorn
- 67. Direct Mail Campaign Taking stories to the TA’s homes
- 68. A cutout of a blank bear is mailed to homes in the catchment area The recipients are given instructions to build their own story by colouring the bear, putting it against a background they think tells their story They’ll bring the photo along with the mailer to get $5 off on their purchase
- 69. #buildmystory keeping customers engaged through instagram It’s all about dressing up their furry friend and going on an adventure
- 70. After the purchase, every week customers will be encouraged to post pictures of their bear on an adventure that tells their story based on a pre-decided theme
- 71. The theme will keep changing every week and users will have to post them with the #buildmystory and will have to mention @guildfordbuildabear
- 72. Users will have to get their friends to like their pictures and we’ll regram them on our page to encourage more voting
- 73. Every week, the user who gets the highest vote will get his/her picture put up on the walls of the store as the ‘bear of the week’ and will also win a $20 gift card to induce more purchasing
- 74. Post on VancityBuzz Vancouver’s premier local knowhow website
- 75. An advertorial like post on VancityBuzz will tell visitors about Build-A- Bear now being at the Guildford Town Centre and will also guide users to the #buildmystory instagram contest Build-A-Bear is now in surrey shares | 20 hours ago
- 76. So that’s how we’ll do it
- 77. But how much do we pay?
- 78. A detailed budget is in your hands
- 79. And this is how we measure it
- 80. Keeping the target audience engaged - Pre Launch is goal is to gain rapid awareness - Movie scene captures an audience of 100+ - Charity Event with 500 students participation - 100% if posters and flyers disseminated - Participation in Contests - 20 new subscribers to Instagram channel per week with 15% week growth rate - Goal of 50 pictures submitted on Instagram per week - More than 50 picture, reduce from 500 to 400 - Click throughs - 1000 VanCity Buzz referrals - 100 Google SEO referrals per week - 50 Mentions of Build-a-Bear per week - Generated Foot traffic - 1000 customer per week depreciating at 10% rate (900, 810, 729, etc…) - 10 Tweens bring in direct mail advertisements per week - 25 Tweens visit movie with bears per week
- 81. So what did we talk about today?
- 82. - We went on a journey back in time to understand our target audience - We got to know what their biggest pain was - And you got to know that we have the potential to alleviate that need, to become a doctor of sorts, by letting them - Build their own story
- 84. Appendix
- 85. Reach/Time* Pre*Launch* Launch* +*1*Month* +*2*Months* Guildford*Mall* Guildford*Area* Greater** Vancouver*Area* Bear%Scene% Posters% Direct%Mail% 1st%Instagram%Contest% Goldilocks% Cookies% Google%SEO% 2nd%Instagram%Contest% Flyers% Charity%Event% Theater% Implementation Timeline Physical) Digital)Legend& Partnership)
- 86. Effectiveness of Media Why we chose what we chose
- 87. - Store board outside the store will enthrall the prospective customers in the bear building experience building the momentum up to the launch - Flyers will be a medium to reach out to individual customers through our part time resources engaging in interactive conversations - A3 posters in various community and recreation centers will convey our creative content in a larger, well presented format - Direct mails with bear shaped cut out cards will be sent in the target segment area- informing everyone about the launch in the Guildford Town Centre with personalized context - Charity event with involvement of hospitals and schools will engage our secondary target market in a creative way and encourage them to visit the store to try building the bear in the theme of their choice available Pre Launch
- 88. -Once the store is launched, to gain more traction we start to engage existing customers in meaningful ways on social media -Instagram will be employed to run a # contest as tweens spend most of their time on the platform to showcase their creativity in photography -Further, the Vancity Buzz advertorial space is being used to promote Instagram # contest, as their FB page is the second most - fans engaged page in Canada. -Google SE0/SEA will assist customers know about the launch because the first thing your customer does is for example Google “ Bear workshop” when you see a poster/flyer Post Launch
- 89. Locations considered for communication, including posters Guildford)Recrea.on)Center) Fleetwood)Community)) Center) Sungod)Recrea.on) Center) Walnut)Grove)Community) Center) Willowbrook)Recrea.on)Center) Surrey)Nature)Center) DMZ)Youth)Center) Party)Works)Interac.ve) Fun)World)Family) Playcentre) Captain)Kids) Family)Fun)Center) The)Great)Escape) Odeon)Strawberry) Hill)Cineplex) Langley)Cineplex) Hollywood)3)Cinemas)
- 90. Target Area Statistics Overview Population & HH Statistics we have calculated that 10% of the 0-14 yo age group will be within the age range of 8-14
- 91. Bibliography
- 94. All images have been sourced from Getty Images or from the library of Grey Worldwide India Pvt. Ltd. Image Sources