This document outlines a marketing plan for Camtact Lens Co. to improve brand awareness and promote a new smart contact lens product. The objectives are to increase brand awareness among current contact lens users by 15%, increase positive feelings about smart lenses by 20%, and have 1000 lenses trialed and 1500 pairs sold by set deadlines. Tactics include free trials of 500 lens pairs, display/social advertising targeting current users, potential celebrity endorsements, and event marketing. Progress will be evaluated through surveys and by tracking sales figures and inventory. The budget and timeline are also included.

2. Agenda
Situation Analysis
Objectives
Target Audience
Tactics
Timeline
Budget
Evaluation & Research
Questions

3. Situation Analysis
Our client, Camtact Lens Co., is the leader in the Smart
Contact Lens industry. They are looking to improve their
brand awareness to push a new product and to better
penetrate the broader contact lens industry.

4. Objectives
Informational:
To inform and
increase brand
awareness among
current contact lens
users by 15% by the
end of the campaign.
Attitudinal:
To increase positive
feelings about the
smart lens industry
with current contact
lens users and
consumers with visual
aids by 20% at the
end of the campaign.
Behavioral:
To have 1000
Camtact Lens Co.
“Smart Lenses” trialed
by December 31st,
2019 and 1500 pairs
sold by December
31st, 2020.

5. Target Audience

6. Tactics: Media Kit

7. Tactics: Free Trials
A limited supply of contacts will be distributed to cautious customers to allow
them to trial the product. This will help to increase our Behavioral objective once
these customers are more aware of the benefits and ease of use with this
wonderful product. (500 pairs, 1000 contacts by EOY 2019)

8. Tactics: Advertising
Implementation of advertisements, primarily
focusing on Display/Social advertising, that target
and retarget our primary audience. This increases
brand awareness.

9. Tactics: Celebrity Endorsement

10. Tactics: Event/Convention Marketing

11. Timeline: 2019

12. Timeline: 2020

13. Budget

14. Evaluation
➔ Informational and Attitudinal Objectives
◆ Perform targeted research on current contact users to observe their attitudes and awareness
of our brand at the beginning of the campaign
◆ Continue to submit surveys and questionnaires to that audience bi-weekly throughout the
campaign
◆ Observe audience’s opinions at the end of the campaign
◆ Compare trends between audience’s views towards our brand throughout the evolution of
the campaign
➔ Behavioral:
◆ Examine sales figures and inventory to determine the popularity of our product

15. Research
➔ Product
◆ “And since so many technologies are constantly being
developed and patented by companies large and small,
the news is no reason to get too excited, but it is a reason
to be hopeful” 1
➔ Tactics
◆ Display Ads: proven to be effective with our audience
◆ Samples: allows for easier trial period--reinforces a
positive brand image
◆ Media Kit: involving media allows for advocacy with
greater credibility
1https://futurism.com/samsung-patents-smart-contact-lenses-built-camera/

16. Questions?