Develop a creative approach, select the media that will most effectively attract and motivate your target markets. In this Digital age, the creative and promotional marketing should rely heavily on social media and digital marketing. This project opened my mind to the world of advertising finding a problem and supplying a need in an effective manner that would attribute to a companies success.

1. William Rembert
Final presentation

2. Objectives
 Our objective is to create a comprehensive advertisement campaign
for “Lockdown Security co.” a Detroit based security company .
 We want our campaign to help our employers (Lockdown security co.)
○ Increase profit
○ Decrease criminal activity in the area
○ Get enough new customers to expand and become more national that local.
○ we will use research and appeal to fear as an emotional advertising tool
 Mission statement for “Lockdown security co.”
 Lockdown Security co. is here to create a safer and build neighborhoods not just
for the right now, but turn your house into a home where you children's children
can grow old from generation to generation.

3. Situation Analysis
 The Company
 Rembert Advertising Co.
○ Employed by Lockdown Security co.
 The Industry
 The industry we are performing in is the
industry of home security an industry that
will forever have consumers because there
is no world with out crime and people will
always need peace of mind and security.

4. Situation Analysis
 The Problem
 The problem is the crime rate in Detroit is so high and we
need an alternative to it.
 The Solution
 We have noticed the problem, but now we need to
convince the Local residents that Lockdown Security co. is
the best option when it comes to a security company to
rely on.

5. Situation Analysis
 Competition
 The competition that we are the various
mainstream security companies such as:
○ ADT
○ Brinks home security
○ Frontpoint
○ Protect America

6. Situation Analysis
 Marketing Challenges
 Selling the reasons are security system is better than the
competitions
 Making a cost efficient security system, but not decreasing
revenue
 Creating a campaign that appeals to the fear and anger of the
local residents at first, but then through our employers company
get a sense of Happiness or talking away the emotions of fear
and anger.
 Establish credibility through real life customer stories

7. Research and Assumptions
 Using the research we will show our employers target audience Local
Detroit residence why they’re not just any security company , but the
necessary security company for Local Detroiters.
 Charts, articles, news headlines

8. Research and Assumptions
 Credibility is also facts and we give states once again appealing to
the fear and anger with facts:
 Detroit has been in to top Ten highest murder rate in the U.S for over five
years
 An article in the Wall street journey published on August 3, 2013 by Carl
Bliak says, “Detroit Police take a response time of 58 minutes, rather
than the national average of 11 minutes.”
○ This data will show why having our employers (Lockdown Security
Co.) is such a necessity.

9. Research and Assumption
 We will then conduct population research to figure out exactly who
and how we are going to target homeowners.
 With a population of 250,000 in inner city Detroit
 Age ranges 31.1% of its population is under 18, 9.7% are 18-24, 29.5% are 25-44,
19.3% are 45-64 and 10.4% are 65 or older. In a report by
Worldpopulationreview.com
 The age of the homeowners in inner city Detroit
 Ages of homeowners that are the most prevalent is 25-64 when calculated is 48.8%
of the home owners we find what this demographic look to for advertisement to give
our employers the best chance to expand instead of ads where people aren't
looking.
 What these age groups look at for advertising
 Ages 25-40 make up the an outstanding rate of social media users such
as twitter and instagram
 While 45 and over are prominent and make up the viewing of the local
news.

10. Target Audience
 Through our research we discovered that obviously we wish to appeal to
homeowners but since our employers are a small company they should pick
the widest range or percentage of Local Detroit homeowners and get that
audience first to raise the awareness of there security systems
effectiveness.
 We chose homeowners that range from the age of 25-64. The reason this
particular age group was so important to target because they make up
almost 50% of Detroit homeowners.
 After we found that these ages were the homeowners we had to research
what forms of media they look to for marketing.
 We get our employers to get these homeowners and through constant
visual stimulation and seen success the rest of the crop will follow.

11. Communicative and Media strategies
 Communicative strategies
 Our way to communicate to the people as I said would be through news media
commercials and radio ads in the proper placement when we know the
demographic we are looking towards are assumed to be tuned in.
 Properly placed ads during the news because of our research on the home owners
age groups of 45 and over. Local news to so that when they hear the stories of
crimes and then see our employers security system ad right after an unaware
stimulus is persuading them before our clients mission statement is even pitched.
 A Team that will put fliers on the doorsteps of these communities with our mission
statement, Goals, Prices, and testimonials.
 Media strategies
 Make social media profiles on both instagram and twitter
○ These pages will include pictures of happy costumers and of service
 Local news commercial spots

12. Tactics (advertising)
 We will use commercials that show the equipment as far as keypads that
lock the home, the type of security cameras, and the 24/7 People we have
at a call center. Images such as :

13. Tactics (Advertising )
 These commercials will be strategically placed in time slots during
the 5pm and 8pm news cast to reach part of our demographics.
 Ads in the newspapers and their online sites that will detail
Lockdown Security Co. prices, deals, etc.
 Our social media uses with instagram and twitter will create a
advertisements by showing a social media presence.
 The reason we chose to have our employer have a social media presence because
it will open up to the younger side of our demographic that we noticed during our
research of local Detroit homeowners.
 Through twitter and instagram we will follow the younger parameter of our target
audience and post rates, success stories, just to raise awareness.

14. Tactics (Public Relations)
 Event planning
 Rembert advertising co. decided it would be best for Lockdown
Security co. to get closer to its local residents by hosting events.
 Through event hosting you:
○ Show that you are in the community
○ Explain the problem and also show why Lockdown Security is a need
 Events can range from:
○ Food Drives
○ Carnivals for Youth
○ Basketball tournaments

15. Budget Parameters
Parameters % Dollars
Commercials
(Radio/TV)
20 $40,000
News Paper Ads 10 $20,000
Social Media Team 10 $20,000
Door to Door Team 30 $60,000
Event Planning 30 $60,000
*The plan was to make the things Our advertising agency would think
would be more efficient take more of the budget. Things such as the
door to door team those are foot soldiers and the payment to create the
pamphlets being handed out to the local residents. While even planning
needed to have an increase in funding because showing a strong
presence in the community makes your more relatable than the
competition which is a challenge as our employer (Lockdown Security
co.) go into competition with these bigger companies.