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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 foster kids around Georgia.

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Keeping Kids Warm

  1. 1. Keeping Kids Warm<br />Casey Corley<br /> Amy Smith <br />Paige Walters<br /> Cody Hosch<br />Abby Brown<br />
  2. 2. MKTG3132 AdCampaign, Fall 2010<br />2<br />Client Profile: Who Are We?<br />Keeping Kids Warm is a locally based business which is committed to supplying blankets to every child in Georgia Foster Homes.<br />Interns, Volunteers, Charitable Donators<br />“Warm the World”<br />
  3. 3. Client Profile: Mission Objectives<br /><ul><li>Committed to providing the best quality blankets to foster children.
  4. 4. Get the community involved in donating blankets for children.
  5. 5. Provide less fortunate kids with a variety of blankets, throw, and quilts.
  6. 6. The material will be organic and easy to clean. </li></ul>3<br />
  7. 7. Client Profile: TOWS Analysis<br />Threats:<br />Foster children have no family<br />Can’t afford the proper clothing <br /> Opportunities:<br />Many funding sources are available <br />Chance to volunteer<br />MKTG3132 AdCampaign, Fall 2010<br />4<br />
  8. 8. Situational Analysis (cont.) <br />Weaknesses: <br />Unstable resource network <br />Low donations<br />Strengths:<br />Statistical support <br />Corporations want to be involved (CSR) <br />5<br />
  9. 9. Marketing Objective(s)<br /><ul><li>To be the lead distributor for blankets.
  10. 10. Expand the business by adding a warehouse in another state within 2 years.
  11. 11. In three years, be able to provide blankets to every foster childin Georgia. </li></ul>MKTG3132 AdCampaign, Fall 2010<br />6<br />
  12. 12. Target Market(s): Profile<br />women ages 25-60. <br />Psychographic profile: positive attitudes, charities and raising awareness. <br />MKTG3132 AdCampaign, Fall 2010<br />7<br />
  13. 13. Target Market(s): Infographics<br />Local news stations (television and radio)<br />School kids & parents<br />Homeless shelters and churches.<br />MKTG3132 AdCampaign, Fall 2010<br />8<br />
  14. 14. MKTG3132 AdCampaign, Fall 2010<br />9<br />Ad Campaign Objectives<br />Supply foster children in Georgia with blankets.<br />Create awareness about foster children in Georgia.<br />After 5 years, have warehouses throughout Georgia and surrounding states. <br />
  15. 15. AdCom Objective Examples<br /><ul><li>Place ads in newspapers such as Statesboro Herald
  16. 16. Billboard, Transit, and Facebook ads
  17. 17. Reach the Sunday “church” audience via newspaper ads</li></ul>10<br />
  18. 18. Message Strategy: Perceptual Map<br />MKTG3132 AdCampaign, Fall 2010<br />11<br />* Warmth Incorporated<br />*Burlington Factory<br />Price Low<br />
  19. 19. Message Strategy: Value Proposition<br />Similar to TOMs Shoes—for every blanket purchased, one blanket donated<br />Our offering: blankets, throws, or quilts in a variety of sizes and colors that are environmentally friendly<br />MKTG3132 AdCampaign, Fall 2010<br />12<br />
  20. 20. Positioning Statement<br />Blankets, throws and quilts. “Making the World Warmer”<br />Keeping Kids Warm, Eco-friendly products at an affordable price<br />By purchasing a blanket, customers are also contributing to a charitable cause<br />MKTG3132 AdCampaign, Fall 2010<br />13<br />
  21. 21. Message Strategy: Campaign Theme<br />“Make the World Warmer”<br />Integrative theme:<br />A blanket that keeps you warm on the outside and the inside. It is environmentally friendly and friendly to foster childrenin need.<br />MKTG3132 AdCampaign, Fall 2010<br />14<br />
  22. 22. Media Selection<br />Print options<br />Newspaper display ad<br />Newspaper FSI<br />OOH options<br />Billboard<br />Bus Transit <br />Internet ad option<br />Facebook ad<br />15<br />
  23. 23. Media Placement & Budget: Schedule<br />Facebook Ad Jan-Jun 2011 <br />Newspaper ad on Sundays<br />FSI on Wednesdays<br />Billboard 6 panel 100 showing <br />Bus Transit <br />16<br />
  24. 24. Media Placement & Budget: Total Cost<br />Newspaper =$2708<br />FSI =$104<br />Billboard =$5760<br />Bus transit =$435<br />Facebook Ad =$1400<br /> Total:$10,407<br />17<br />
  25. 25. Media Placement & Budget<br />CPM for all media<br />Newspaper = $96.72 <br />FSI = $3.70<br />Billboard = $96.00<br />Internet = $2.50<br />Bus transit = $72.60<br />18<br />
  26. 26. Media Placement & Budget<br />CPP for the following ads<br />Billboard = $384.00<br />Bus transit = $87.04<br />19<br />
  27. 27. Print Ad : Newspaper<br />20<br /><ul><li>Quarter page 3 col. X 9.75-inch color ad run for one month on Sundays in the Statesboro Herald.
  28. 28. Make comprehensive proportional.
  29. 29. $1,934.40</li></li></ul><li>Print Ad : Newspaper FSI<br /><ul><li>FSI single sheet ONE SIDE 8½x11 glossy 80# paper sheet w/4 color = $0.10/sh
  30. 30. Insert on Wednesday, $37 per 10K (20K) = $74</li></ul>21<br />
  31. 31. Out-of-Home: Billboard<br />22<br /><ul><li>100 showing Jan-Jun 2011, Fair Rd. in front of Clyde’s
  32. 32. 6 panel $19,200</li></li></ul><li>Internet ad: Facebook<br />23<br />1<br />2<br />3<br /><ul><li>Budget of $50.00 per day
  33. 33. 0.88 per click
  34. 34. Population of 30 and over is 9,260</li></li></ul><li>Bus transit<br />24<br /><ul><li>Population of 393,932
  35. 35. 6 panel billboard for $21,760</li>