“Creativity is thinking up new things.
Innovation is doing new things.”
— Theodore Levitt
Table of Contents
Mission Statement ……………………………………………………………………..……. 2
Campaign Goal Statement …………………………………………………………………. 3
Situation Analysis ……………………………………………………………………………. 4
Dependencies and Risks …………………………………………………………………… 6
Target Audience ……………………………………………………………………...……… 7
Geographic Markets Affected ……………………………………………………………… 8
Campaign Direction and Tactical Details …………………………………………………. 9
Creative Brief …………………………………………………………………………….…. 14
Creative Work ……………………………………………………………………………… 16
Media Plan …………………………………………………………………………………. 17
Graphic Resource Group is more than a printing company. We are the single destination for businesses that
desire vibrant visual solutions, effective consumer communication, and impactful messaging.
Our clients range from large corporations that need special event signage, marketing materials, and point-of-
sale retail displays, all the way to the small business that just needs branded merchandise and simple banners.
As a dynamic printing company, we offer seven core services: point-of-sale, print collateral, digital printing,
custom displays, event marketing, creative design, and branded promotional merchandise.
Graphic Resource Group attributes our success to our ability to collaborate many resources across the printing
community while incorporating insightful marketing solutions for our clients’ businesses.
We offer expertise and a comprehensive array of services and production capabilities. Our strong network of
printing affiliates ensures that we have the ability to excel at each and every project big or small.
Graphic Resource focuses on hard work and a dedication to innovation, quality, and customer service. That’s
why our company motto is:
“Infinite Ideas. Endless Solutions. One Resource.”
Campaign Goal Statement
Dear Mr. Smith and Mr. Pyc,
We would like to thank you for the opportunity to gain insight into your unique business and also to make suggestions based on
our outside point of view. It was a great experience for us to come to Troy and get a first-hand view of how GRG operates. We
learned a lot about your company’s exemplary values and business practices that will carry over into our own professional
Our goal for this campaign is to expand your business. We think it is equally important to acquire new clients as it is to retain
current ones. While it is up to your high quality customer service practices and production capabilities to form lasting
relationships with current customers, our ad campaign focuses on helping you attain new business and creating a recognizable
brand image for your company.
The main objective of the campaign is to increase traffic to www.graphicresource.com. We believe you have a visually-striking
and informative Web site that adequately portrays the wide range of your abilities as a printing company and demonstrates that
you do much more than just printing.
We designed the creative materials in this campaign with the metro-Detroit area in mind. We believe that there is huge potential
for growth there while keeping advertising costs as minimal as possible due to the concentrated nature of the area. The print and
radio ads that we designed have a clear message about your company. They will draw in new business because the message
creatively demonstrates the unique services that GRG offers.
Thank you for taking the time to listen to our proposal. We hope you are impressed and take away some new ideas for your
company based on the insight that we provide.
Firecracker Marketing Solutions
Over twenty years ago Graphic Resource Group (GRG) was founded by partner Allen Pyc. Allen first grew
interested in the print industry as a small child. His father owned a print shop and this is where his inspiration
first began. During the 1980’s, when the graphic industry began to change, Allen was working at this print
company. This is where he observed first-hand major technological advancements underway. GRG realized that
clients were searching for more information and different graphic resource options. GRG took this opportunity
to build the business around these growing changes in the industry. The clients were not only looking for a
simple print company, but for one that offered a much broader range of services.
GRG is currently a one-stop-shop for clients that need a wide spectrum of services. Successfully, GRG takes the
role of being a convenient way for clients to get everything done at one place. This makes the process easier
and less stressful for the client. GRG is currently capable of handling large jobs. GRG has completed projects
from 1 to 10,000 displays. Their Event Marketing department is highly effective within the company. The
department is very experienced in project management, exemplified in their coordination of over 100 U.S.
Navy trade shows.
Line of Business
GRG is focused greatly on local businesses within Troy, Michigan. They do more than simple printing for our
client. We also have a vast amount of resources and connections that have attributed to their success. From
business cards to retail display the work they’ve done has expanded throughout Michigan . Other projects GRG
specializes in are promotional merchandise, event marketing, creative design, digital printing, and point of
purchase kits. One example of their recent work is the signage and trusses for the 2009 NCAA Men’s Final Four
event in Detroit.
Current Business Objectives
Double sales within in the next 2-4 years to $12-15 million
Create a recognizable brand image
Expand business to include more retail, point-of purchase, and custom displays
Communicate business and services to customers through other means than word-of-mouth and referrals
Dependencies and Risks
The network of local Troy businesses give GRG the edge of having an extensive array of available resources
to complete projects.
- GRG’s success depends on continues customer satisfaction with finished projects.
In order to avoid conflict within the business network, GRG must use discretion when taking on new clients.
The ability to provide services and various merchandise depends on the cost of the material and the
- The ability to expand geographically depends on traveling costs such as fuel.
Taking on too many clients and not having enough staff to be able to provide sufficient customer service.
If GRG expands its clientele too much, it may lose some of its most reliable customers if they don’t
continually receive the quality work they’ve been receiving in the past.
GRG could be held reliable for injuries sustained by GRG produced items.
Current Target Audience
Right now, GRG’s primary focus is on current cliental and referrals in the Troy, Michigan area. Businesses are
searching for the right company to have all of their printing projects completed in one house. Within the surrounding Troy
area, local businesses go directly to GRG for convenience, fast, and effective results. In turn, this company solves that
problem by providing all printing services for the client’s needs. GRG relies heavily on their current cliental for their
business to prosper. Companies that continue to have their projects completed by GRG spread Word-Of-Mouth (WOM) to
others, creating referrals for GRG.
Additionally, this company focuses on outside referrals that reach beyond Troy. GRG completes tasks nationally for other
businesses that need all their printing solutions done efficiently. Here are some examples projects GRG completed for
their target audience outside of Troy. GRG started and finished within 4 weeks the design and logo for New Year’s Eve’s
hats at New York’s celebration in Times Square. GRG was also chosen to produce 185 display doors to help increase
student enrollment in Detroit Public Schools. GRG has done a few projects outside of Troy, but we would like to increase
more awareness of GRG’s printing services and capabilities.
Future Target Audience
If GRG expands, their main fear is the potential of breaking that bond between their current clients’
and then loosing their business. GRG does not want their company image to change to such an extent
where current cliental may not want to do business with them anymore. With this in mind, it still is
possible for GRG to expand and not loose business from local companies. Our companywould have to
do a lot of research to find out the best and most money efficient waythat will work best for GRG. First,
we would focus on a specific region in the US that would be best suited for GRG’s printing needs.
Wealso has to keep in mind that with expansion, we still have to keep up with our current clients’
needs. As long as we research and evaluate the pros and cons, we will have a better understanding of
exactly what GRG has to do to expand their business.
Geographic Markets Affected
Detroit Metropolitan Area
- Livingstone County
- Macomb County
- Monroe County
- Oakland County
- Washtenaw County
- Wayne County
Campaign Direction and Tactical Details
Key Product Features
Unlimited production capabilities
High quality printing abilities
Strong network of local business affiliates
Ease of mind
Innovative marketing ideas for their company
Mutually beneficial strategic business partnerships
Friendly, have strong relationships with clients
Go the extra mile to ensure the sale (providing samples)
Beat suppliers prices (Co-America)
Innovative for the client benefit (try this!)
Informative, gives good examples of past projects
Strong network of external resources
Helps make GRG a “one-stop shop”
Great relationships with suppliers
Over 20 years collective experience
Able to offer recommendations, give advice
Can get behind in contacts, especially follow-up from
Need to be able to keep in touch in order to retain past
clients for future jobs
No clear specialization
Outdated mission statement; vague on company
Lack of national recognition; rely too heavily on WOM
Lack of customer feedback
Contains some grammatical/typographical errors
Elements of the site take away from GRG’s ability to be a
legitimate player among the “big guys” of the printing
No formality over linked company pages
Especially instrumental in helping smaller companies
who need promotional help but can’t afford to hire an
Can work closely with clients to develop entire P.O.P.
and other outdoor/print campaigns
Expansion into retail
Larger trade show and industry event presence
University connection for interns
University work- sports, campaigns, etc…
Combining printing with marketing solutions is relatively
Larger companies may be able to charge less for printing
Having a more widely-recognized name can make big
companies appear more trustworthy than a small
company like GRG
Limited ad spending
Companies unwilling to take risks by going with new
Mixed company relationship between ad agencies and
Limited reach (few national projects)
GRG currently is lacking a strong internet or social media presence. Current trends in the industry indicate that
there is a demand for online designers. For GRG to appeal to more designers, they need to have a stronger
internet establishment, which would include a massive design overhaul to their webpage. Having more
technologically savvy designers would be a huge asset to GRG.
Current economic situations have lead to immense drops in revenue and thus advertising expenditure. GRG
should limit amount of work done for advertising agencies and pursue options in other areas and venues, such
as university work, sports, and point-of-purchase. Because of recession GRG needs to have a stronger name.
Manufacturers of consumer products are forgoing new designs and special packaging campaigns; and retaining
existing ones. GRG should expand into this retail area, but wait until the economy turns around (as expected in
the next few years). This could prove to be a good opportunity for GRG to get ahead of other graphic design
companies in the field.
The main message that we want customers to take away from this marketing campaign is that Graphic
Resource Group will relieve the stress usually involved in coordinating the production of a complicated
printing project. The customer will learn that GRG is the single place they need to call, and they will take
care of everything.
The Creative Brief
Develop a partnership between GRG and local
Generate and increase in GRG website traffic
Establish a brand identity with metro-Detroit
Purpose of Advertising
Establish GRG as a one-stop marketing solution for
metro Detroit businesses
Offer the best “deal”
Make sure that GRG is the first place they turn to
GRG relieves the stress associated with coordinating
multiple facets of a complex printing job through their
series of closely connected business partners.
Print advertising can target specific businesses throughout
the metro-Detroit area. It can also show the printing
capabilities of GRG through vivid full color advertisements.
The recurring aspect of cohesive advertisements carrying a
specific brand message over a year in the newspaper will
establish a brand identity with frequent readers.
Establish a exaggerated feeling
relatable to stressful print projects
Web site address (www.graphicresource.com)
This is an example of a
It is more specific than
other direct mail
campaigns we developed
due to the unique nature
of the printing projects
required by the customer.
Creative Work Graphic Resource Group
Get all your printing done
in a One-Stop Shop.
Using Google AdWords as another advertising party will
give Graphic Resource Group an advantage over other
organic search results . Targeting GRG with highly
effective keywords to text ads will increase traffic flow
to their website with sponsored link bars instead of the
organic results. Since GRG has such a wide range of
capabilities, their website is their loudest voice to
educate potential customers. Google AdWords will put
GRG in a separate pool of search results, which will be
on the first viewing page of target keywords. Google
charges on a per-click basis, so we decided to allocate
$100 for a one year campaign starting May 1, 2010 and
ending April 30, 2011. From evaluating the process,
determining the best price per click will be monitored
and changed throughout the whole one year campaign.
We will design and print
your promotional ideas.
Event displays printed in a
fast and efficient manner!
Need High-Quality printing
for your retail displays?
Since Graphic Resource Group is primarily a printing company, launching the campaign using a direct mail piece is a
great opportunity to demonstrate their impressive printing capabilities. Personalization turns what is commonly
perceived as “junk mail” into a proudly displayed desk calendar. The Graphic Resource logo and Web site will be in
sight continually, keeping the company in the clients’ minds. Six months into the campaign, a second personalized
direct mail piece (such as a pen, or for more active clients, a personalized wall clock) will be sent out to the clients to
continue to keep Graphic Resource Group fresh in their thoughts.
This 30-second radio ad will run in a pulsing pattern on WJR, a Detroit-based AM radio station. This means that it will
run two times a day, three days a week during May, June, July, November, December, and January. This pattern is a
cost-effective way to help Graphic Resource Group retain a strong radio presence. We chose WJR because it is widely
listened to in the metro-Detroit area and is a high-quality, credible radio station among professionals. The
commercial will have a light-hearted tone in concordance with the campaign message.
“Still staring at that stack of papers? Wish you could throw it out the window? Sick of your boss
breathing down your back? Wish you could throw him out the window?
Before you do that let us make your life a lot easier.
Hi, I’m Jim Smith, co-owner of Graphic Resource Group. Some people think of us as just a printing
company; well they’re wrong. We will take that frustrating print project no matter how far along you
are, and transform it into a stunning polished product.
Whether you are making signs for a big event, setting up store displays for your exciting new product
or want to promote your company and have no idea where to start, we are the one stop shop for you
to go to. Visit us online at www.graphicresource.com to see what we are capable of.
“Infinite ideas. Endless Solutions, One resource.”
A lighthearted yet informative print ad will run in the Detroit Free Press on a semi-regular basis throughout the
entire fiscal year. The ½ page ad will run in the Detroit Free Press six times a year, falling on a Wednesday. Each
spot will cost $22,074 so the total cost will be $132,444. The 1/8 page ad will run once a month on Thursdays.
The estimated cost is $88,296. All together we anticipate spending $220,740. The majority of our ad spending
will be print; it is an excellent way to draw people interests in Graphic Resource Group.
The creative materials that we developed for this campaign include: personalized direct mail pieces, a business
pitch letter aimed at specific metro-Detroit businesses, universities and ad agencies, a 30-second radio spot,
print ads to run in the Detroit Free Press, a social media campaign featuring a blog, and online advertising for
the Graphic Resource Web site using Google Adwords.
Our campaign goals are:
Increase sales numbers by 25% in 12 months.
- 2009 sales were $6.9 million, so projected 2011 sales are $8.6 million
Raise awareness of GRG across metro-Detroit businesses, universities and ad agencies.
Generate more Web site traffic.
In order to achieve our goal of increasing Graphic Resource Group sales by 25% in the next 12 months, we need
to attain new business as well as retain current clients. Our media plan focuses on initiating and maintaining
long-lasting, mutually beneficial business partnerships. The goal is to continue to create an entire network of
companies; after all, it’s not what you know, it’s who you know.
The purpose of advertising is to generate interest and attract new customers; Graphic Resource Group will
build a business relationship with them using excellent communication and demonstrating superior quality of
The fiscal year for our media plan is May 2010 through April 2011. The estimated budget for the
campaign is $250,000 based on current media costs.
After getting the clients’ attention with the direct mail, a pitch letter will be sent out two weeks later. The
client is more likely to read it if they have already heard about Graphic Resource Group, became interested,
and possibly even visited the Web site.
The purpose of the pitch letter is to specifically explain why entering into a business partnership with GRG
would be beneficial for the client. The pitch letter would be personalized based on the type of business that
each client is; for instance, if the client is a university the letter would discuss their sports event promotional
materials, where if the client is a retail chain the letter would demonstrate Graphic Resource Group’s
experience and expertise in P.O.P. displays and other in-store signage.
To demonstrate their excellent customer service, GRG would follow up with a phone call or email as promised
in the pitch letter.
Business Pitch Letter
The purpose of the social media campaign is to give Graphic Resource Group a “face” as well as keep them
relevant by acknowledging changes in the industry. The blog will give the company a personal edge while still
keeping them professional. It can be linked into the current Graphic Resource Web site and will be regularly
updated by staff members with news about the company, the printing industry, their clients, or anything else of
interest. The blog will also be a networking tool because of the ever-growing weblog community; Graphic
Resource Group will use their blog to call attention to related companies, who will do the same for them. One
of the biggest benefits of a social media campaign is that there is no cost involved, and minimal time demands.
To market GRG effectively, our company first needs to direct more people to our website. Google Adwords is
the best source we could find to increase traffic flow to their webpage. Since Google Adwords is a cheaper
alternative then using other parties, we don’t have to allocate much money out of our budget to this type of
advertising. Along with direct mail, a blog, newspaper print ads, and following up with a business pitch, the
surrounding Detroit area will think of GRG as not just as a well-known local print shop, but as a company that is
the best choice for their printing needs.