Crayola Crayons ADVERTISING 400 Elizabeth Bauer, Jeongsil Lee,  Sara Margolis, Lauren Pawlow,  and Stephanie Powell
Situation Analysis <ul><li>Crayon usage, purchase frequency is low </li></ul><ul><ul><li>Seasonal purchase </li></ul></ul>...
<ul><li>PRIMARY MARKET </li></ul><ul><ul><li>Children in grades K-5 </li></ul></ul><ul><ul><li>Ages 4-10 </li></ul></ul><u...
<ul><li>1903: First box of eight crayons was produced by cousins Edwin Binney and Harold Smith who started Crayola </li></...
<ul><li>Crayola produces nearly 3 billion crayons each year, an average of 12 million daily  (Crayola trivia) </li></ul><u...
<ul><li>20% increase sales of Crayola Crayons from the start of the school year to the end of the summer </li></ul>Goal
<ul><li>Increase usage </li></ul><ul><ul><li>In the classroom / schools / curriculums </li></ul></ul><ul><ul><li>At home <...
<ul><li>Shed light on art education </li></ul><ul><li>Bring awareness of importance of fine arts </li></ul><ul><li>Create ...
<ul><li>Tools </li></ul><ul><ul><li>“Crayola Rooms” at museums </li></ul></ul><ul><ul><li>Art lesson plans for schools / p...
Promotional / Lesson Plans
“ Crayola Room”
<ul><li>Communication Methods </li></ul><ul><ul><li>Press Releases in parenting magazines, education magazines, newspapers...
<ul><li>Campaigns </li></ul><ul><ul><li>Informational Campaign: brochures, flyers, articles, news releases. Experts on new...
News Release
Flyer
Brochure
<ul><li>Events </li></ul><ul><ul><li>“ Imagination Rooms” – blank walls in malls and museums for children to draw, also gr...
Crayon Carnival
<ul><li>August 2008 – August 2009 (2008 School year) </li></ul><ul><li>Crayola will create new promotional ideas each mont...
<ul><li>Total: $6 Million </li></ul><ul><ul><li>Schools: $2 Million </li></ul></ul><ul><ul><li>Museums:  </li></ul></ul><u...
<ul><li>Noted through sales data and annual reports </li></ul><ul><li>Satisfaction surveys at special events </li></ul><ul...
THE END Any Questions?
Upcoming SlideShare
Loading in …5
×

A D V 400 Crayola Presentation

1,530 views

Published on

Published in: Business, Education
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,530
On SlideShare
0
From Embeds
0
Number of Embeds
30
Actions
Shares
0
Downloads
20
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

A D V 400 Crayola Presentation

  1. 1. Crayola Crayons ADVERTISING 400 Elizabeth Bauer, Jeongsil Lee, Sara Margolis, Lauren Pawlow, and Stephanie Powell
  2. 2. Situation Analysis <ul><li>Crayon usage, purchase frequency is low </li></ul><ul><ul><li>Seasonal purchase </li></ul></ul><ul><li>Children are not as involved in the arts </li></ul><ul><li>Fine Arts have cognitive benefits </li></ul>
  3. 3. <ul><li>PRIMARY MARKET </li></ul><ul><ul><li>Children in grades K-5 </li></ul></ul><ul><ul><li>Ages 4-10 </li></ul></ul><ul><li>SECONDARY MARKET </li></ul><ul><ul><li>Parents and Educators </li></ul></ul><ul><ul><li>Elementary schools, </li></ul></ul><ul><ul><li>Preschools </li></ul></ul><ul><ul><li>Daycares </li></ul></ul>Situation Analysis
  4. 4. <ul><li>1903: First box of eight crayons was produced by cousins Edwin Binney and Harold Smith who started Crayola </li></ul><ul><li>Binney & Smith knew there was a need for safe, quality and affordable wax crayons on the market </li></ul><ul><li>1948: Crayola targeted art teachers to show the benefits of crayons </li></ul><ul><li>Crayola has created crayons, colored pencils, markers, chalk, with no sign of slowing down </li></ul><ul><li>Fun fact: Today there are 120 different colors of crayons in boxes of 8, 16, 24, 32, 48, 64, 96, and 120. </li></ul>History of Crayola
  5. 5. <ul><li>Crayola produces nearly 3 billion crayons each year, an average of 12 million daily (Crayola trivia) </li></ul><ul><li>The average child in the US wears down 730 crayons by his 10 th birthday (Crayola Trivia) </li></ul><ul><li>Kids, ages 2-8, spend an average of 28 minutes each day coloring. Combined, children in the U.S. spend 6.3 billion hours coloring annually, almost 10,000 human lifetimes ! (Crayola Trivia) </li></ul><ul><li>Among elementary and middle-school populations, girls play for an average of about 5.5 hours/week and boys average 13 hours/week. (Glazer) </li></ul><ul><li>The American Academy of Pediatrics recommends that children not spend more than one to two hours per day in front of all electronic screens. (Glazer) </li></ul>Research
  6. 6. <ul><li>20% increase sales of Crayola Crayons from the start of the school year to the end of the summer </li></ul>Goal
  7. 7. <ul><li>Increase usage </li></ul><ul><ul><li>In the classroom / schools / curriculums </li></ul></ul><ul><ul><li>At home </li></ul></ul><ul><li>Increase sales </li></ul><ul><ul><li>During the year, not just “back to school” </li></ul></ul><ul><li>Increase Participation </li></ul><ul><ul><li>Schools, family, business… </li></ul></ul>Objectives
  8. 8. <ul><li>Shed light on art education </li></ul><ul><li>Bring awareness of importance of fine arts </li></ul><ul><li>Create crayon intensive curriculum to lesson plans in science, math, english, health classes </li></ul>Strategies
  9. 9. <ul><li>Tools </li></ul><ul><ul><li>“Crayola Rooms” at museums </li></ul></ul><ul><ul><li>Art lesson plans for schools / park districts / daycares </li></ul></ul><ul><ul><li>Themed campaigns </li></ul></ul><ul><ul><li>Promotional items  </li></ul></ul><ul><ul><li>Events at schools </li></ul></ul><ul><ul><li>Appearance of the “Crayon Mobile” </li></ul></ul>Tactics
  10. 10. Promotional / Lesson Plans
  11. 11. “ Crayola Room”
  12. 12. <ul><li>Communication Methods </li></ul><ul><ul><li>Press Releases in parenting magazines, education magazines, newspapers </li></ul></ul><ul><ul><li>Giveaways of reminder material </li></ul></ul><ul><ul><li>Direct communication with schools </li></ul></ul><ul><ul><li>Workshops for teachers, caregivers, and parents </li></ul></ul><ul><ul><li>VNRs to news media </li></ul></ul><ul><ul><li>Brochures and educational media for parents and teachers at events </li></ul></ul>Tactics
  13. 13. <ul><li>Campaigns </li></ul><ul><ul><li>Informational Campaign: brochures, flyers, articles, news releases. Experts on news shows and Oprah </li></ul></ul><ul><ul><li>“Road Trip” - Crayola Car Kits perfect for travel and car games </li></ul></ul><ul><ul><li>“Rainy Day Fun” – encourage entire family activities on rainy days instead of watching TV </li></ul></ul>Tactics
  14. 14. News Release
  15. 15. Flyer
  16. 16. Brochure
  17. 17. <ul><li>Events </li></ul><ul><ul><li>“ Imagination Rooms” – blank walls in malls and museums for children to draw, also great for weddings and family parties </li></ul></ul><ul><ul><li>Workshops – held for parents and teachers to bring creativity into the curriculum </li></ul></ul><ul><ul><li>Crayon Carnivals – in school gyms showcasing new ways to use crayons, great for after school programs </li></ul></ul><ul><ul><li>Crayon Mobile – similar to Book Mobile, it will attend festivals and sporting events </li></ul></ul>Tactics
  18. 18. Crayon Carnival
  19. 19. <ul><li>August 2008 – August 2009 (2008 School year) </li></ul><ul><li>Crayola will create new promotional ideas each month of school </li></ul><ul><li>Crayola hot spots will be created and updated throughout the year </li></ul>Timeline
  20. 20. <ul><li>Total: $6 Million </li></ul><ul><ul><li>Schools: $2 Million </li></ul></ul><ul><ul><li>Museums: </li></ul></ul><ul><ul><li>$1.5 Million </li></ul></ul><ul><ul><li>Sporting Events: $1.25 Million </li></ul></ul><ul><ul><li>Shopping Centers: $.5 Million </li></ul></ul><ul><ul><li>Airlines: $.5 Million </li></ul></ul><ul><ul><li>Hotels: $.25 Million </li></ul></ul>Budget
  21. 21. <ul><li>Noted through sales data and annual reports </li></ul><ul><li>Satisfaction surveys at special events </li></ul><ul><li>Administration offices at schools </li></ul><ul><li>Creativity scans and tests given to target audiences </li></ul><ul><li>**Customer loyalty and brand equity will be emphasized </li></ul>Evaluation
  22. 22. THE END Any Questions?

×