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Promotional Plan: ZAFINO Laptop Bags

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Promotional Plan: ZAFINO Laptop Bags

  1. 1. PROMOTE PRODUCTS & SERVICES BSBMKG413AJADDAN BRUHNPROMOTIONAL PLAN:ZAFINO Laptop BagsRetail Executions Pty LtdJADDAN BRUHN CEO / CFOBOBBY BRADY ACCOUNT MANAGERMIKE BRADY CREATIVE DIRECTORJAN BRADY CREATIVE SERVICES MANAGERPETER BRADY MEDIA MANAGERMARSHA BRADY PUBLIC RELATIONS MANAGERGREG BRADY RESEARCHPage 1 of 23
  2. 2. PROMOTE PRODUCTS & SERVICES BSBMKG413AJADDAN BRUHNExecutive SummaryZafino drives to translate its smaller scale operating capacity into an ability that allows the company to be farmore responsive to the needs and expectations of customers, developing bags that directly meet lifestyle andcareer challenges and style aspirations in a manner outside the scope of larger brands, whilst concurrentlyexceeding the calibre of product retailed by smaller scale market participants attempting to captivate thesame niche.Zafino aims to position its brand as the leading premium women’s laptop bag for superior quality and style.The laptop bag market is currently dominated by a small number of brands catering to the utility requirementsof purchasers, defined by a near exclusively male oriented aesthetic. Brands creating laptop bags for stylishcorporate females are highly diffuse, have very low brand recognition, and largely place emphasis on cheapfashion with little regard for quality, durability or longevity.Critical objectives addressed by the proposed promotional activities have been identified as repositioning thebrand, dramatically building brand recognition, forging a lifestyle affinity with the target audience, stimulatingand driving a sustainable growth in sales, communicating and demonstrating the product’s defining attributes.This plan proposes to achieve these objectives by engaging with the target audience, providing visible andcontextual triggers throughout the promotional period to provide the consumer with several touch pointscommensurate with instigating the execution of Zafino’s objectives facilitating consumer engagement andaction, through direct mail, social media, public relations, sales promotion, print and televisionadvertisements; aligning Zafino with consumer’s career aspirations, lifestyle demands and socialconnectedness.Extensive research has identified the typical Zafino laptop bag owner and the most powerful motivations forher purchase; cognisant of the elemental impact of her product choices, adept at visual projections of her goal-driven lifestyle, perceiving the purchase of a Zafino laptop bag as an individualised expression of style andconfidence, a marker of status and a reward for achieving a career milestone that signifies a sense of personalrecognition.The demand for laptop bags is critically aligned to laptop sales. The current and impending launch of severalnew products by hardware vendors, the incremental and sustained growth of the Australian dollar,competition and innovation directed laptop market expansion and reduction in the purchase cycle all conspireto beneficially impact the inherent demand for Zafino’s symbiotic product.The proposed promotional activities are structured to occur during the May – June 2010 period, supportingthe launch of Zafino’s first David Jones retail concession and coinciding with consumer’s propensity for tax-effective expenditure during this time.Page 2 of 23
  3. 3. PROMOTE PRODUCTS & SERVICES BSBMKG413AJADDAN BRUHNTable of ContentsExecutive Summary...............................................................................................................................2Table of Contents..................................................................................................................................31.Introduction........................................................................................................................................62.Competitor Analysis...........................................................................................................................63.SWOT Analysis....................................................................................................................................63.1 Strengths......................................................................................................................................63.2 Weaknesses.................................................................................................................................63.3 Opportunities...............................................................................................................................63.4 Threats.........................................................................................................................................74.Target Audience.................................................................................................................................74.1 Demographics..............................................................................................................................74.2 Psychographic..............................................................................................................................74.3 Geographic...................................................................................................................................74.4 Behavioural / Usage.....................................................................................................................75.Market Positioning.............................................................................................................................76.Promotional Goals..............................................................................................................................77.Promotional Activity...........................................................................................................................87.1 Direct Mail – April 2010...............................................................................................................87.2 Social Media – April 2010.............................................................................................................87.3 Magazine Print Advertisements – May to July 2010....................................................................87.4 Sales Promotion – April to July 2010............................................................................................87.5 Television Commercial – May to July 2010..................................................................................87.6 Public Relations – Host charity screening of Sex and the City 2 – June 2010...............................87.7 Public Relations – Fashion event at David Jones – May 2010......................................................87.8 Public Relations – CeBit IT Exhibition – May 2010.......................................................................98.Promotional Vehicles Within Our Team.............................................................................................98.1 Public Relations – Host charity screening of Sex and the City 2...................................................98.1.1 What it is...................................................................................................................................98.1.2 Rationale...................................................................................................................................98.1.3 Who..........................................................................................................................................98.1.4 Basic Timing..............................................................................................................................9Page 3 of 23
  4. 4. PROMOTE PRODUCTS & SERVICES BSBMKG413AJADDAN BRUHN8.1.5 Bottom Line Budget..................................................................................................................98.2 Advertisement - Television Commercial......................................................................................98.2.1 What it is.................................................................................................................................108.2.2 Rationale.................................................................................................................................108.2.3 Who........................................................................................................................................108.2.4 Basic Timing............................................................................................................................108.2.5 Bottom Line Budget................................................................................................................108.3 Public Relations – David Jones Fashion Event 03/05/10............................................................108.3.1 What it is.................................................................................................................................108.3.2 Rationale.................................................................................................................................108.3.3 Who........................................................................................................................................108.3.4 Basic Timing............................................................................................................................118.3.5 Bottom Line Budget................................................................................................................119.Conclusion........................................................................................................................................1110.Recommendation...........................................................................................................................1111.References......................................................................................................................................1212.Appendices.....................................................................................................................................1312.1 Appendix 1 – Timeline.............................................................................................................1312.1.1 Public Relations – Host charity screening of Sex and the City 2............................................1312.1.2 Advertisement - Television Commercial...............................................................................1412.1.3 Public Relations – David Jones Fashion Event.......................................................................1512.2 Appendix 2 – Gantt Chart.........................................................................................................1612.2.1 Public Relations – Host charity screening of Sex and the City 2............................................1612.2.2 Advertisement - Television Commercial...............................................................................1712.2.3 Public Relations – David Jones Fashion Event.......................................................................1812.3 Appendix 3 – Budget................................................................................................................1912.4 Appendix 4 - Meeting Minutes & Conference Call Records.....................................................2212.5 Appendix 5 – Media Releases..................................................................................................2312.5.1 - Public Relations – Host charity screening of Sex and the City 2..........................................23Page 4 of 23
  5. 5. PROMOTE PRODUCTS & SERVICES BSBMKG413AJADDAN BRUHNPage 5 of 23
  6. 6. PROMOTE PRODUCTS & SERVICES BSBMKG413AJADDAN BRUHN1. IntroductionEstablished in 2007 as a manufacturer and retailer of high quality, high fashion, laptop bags forwomen, Zafino is currently placed at a critical juncture in its progression as a brand and as acompany. Armed with the experience garnered over the last three years of operation,sustaining financial viability throughout the global financial crises, and perceiving a need toreengage with consumers as it relaunches its website and opens its first David Jones retailconcessions, it is prescient for Zafino to now take the opportunity to move into the future andmaximise the brand’s potential through a strong and effective coordinated promotionalcampaign.2. Competitor AnalysisDominated by Targus, Belkin and Crumpler, brands catering to the utility requirements of laptoppurchasers, the laptop bag market is currently defined by a near exclusively male orientedaesthetic. Brands creating laptop bags for stylish corporate females are highly diffuse, have verylow brand recognition, and largely place emphasis on cheap fashion with little regard for quality,durability or longevity.3. SWOT Analysis3.1 Strengths• Premium product identified as status purchase.• Product is classified as a tax-deductible expense.• Design techniques emphasise style attributes, deferring attention from functionalaspects.• Bags utilise high quality materials and adhere to superior production standards.• Strong relationships with suppliers, keyed to respond flexibly to demandfluctuations.• In-house manufacturing process ensures strict quality control, allows for smallerruns of specialist bags for promotional purposes and facilitates the flexibility toimplement design alterations in response to consumer demand.3.2 Weaknesses• Low brand awareness.• Limited retail presence/ small distribution network.• Brand is not diversified.• Continued financial viability depends on outcome of proposed promotional activity.3.3 Opportunities• Competing in niche market currently overlooked by mainstream laptop bagmanufacturers.• Niche competitors highly diffuse, of lower quality, smaller range and of lower brandrecognition.• Anticipated expansion of laptop market from impending laptop product launchesand high value of Australian dollar keeping shelf price of technology importsrelatively low beneficially impact demand for Zafino’s product.Page 6 of 23
  7. 7. PROMOTE PRODUCTS & SERVICES BSBMKG413AJADDAN BRUHN• Scope to dominate niche and be identified as brand leader in category, with longterm potential to diversify product offerings into specialist IT, luggage or fashioncategories to leverage expected increased brand awareness.3.4 Threats• Continued demand for product dependant on existence and ongoing demand forlaptops.• Established brands in women’s handbags and luggage categories may introducelaptop bags in direct competition, capitalising on their brand’s lifestyle and statusattributes.• Mainstream laptop bag brands may introduce products positioned at the high-end,female market, capitalising on their greater brand awareness and broaderdistribution networks.4. Target Audience4.1 DemographicsZafino’s key demographic is females, 25 – 35 years old, educated, employed, unmarried,childless, urban dwelling in metropolitan Sydney.4.2 PsychographicYoung Optimism, AB & C, style and fashion conscious, seeking to project the rightimage, on a clear career trajectory, keen to assert their corporate credentials, moreconfident in expressing their sense of femininity in the workplace – yet cognisant of theimportance of quality manufacturing techniques and textile integrity, adept at visualprojections of their goal-driven lifestyle.4.3 GeographicThe target audience reside in inner-urban Sydney. Sydney is also the focus ofpromotional activity.4.4 Behavioural / UsageAs a visible accessory that conveys a sense of the success and status of the wearer, thetarget audience perceives the purchase and utilisation of a Zafino laptop bag as anindividualised expression of style and confidence, a marker of status and a reward forachieving a career milestone that signifies a sense of personal recognition –demonstrating the ability to coopt a premium product they deserve that manifests atangible signifier of their female empowerment; a defining point of difference, depictingcorporate confidence and personal style – an opportunity for personal expression andidentity that transcends the corporate uniform.5. Market PositioningZafino’s key point of difference relative to other brands operating in the niche female laptop bagmarket is its product’s superior quality and its attention to the style attributes important to thetarget audience. Zafino aims to position itself as the leading high-end brand of laptop bag in itscategory, based on style and quality, with its shelf price reflecting its image as a premiumproduct.6. Promotional GoalsKey goals to be addressed through the proposed promotional activities have been identified as anurgent requirement to increase brand recognition, direct traffic to and increase sales at Zafino’sPage 7 of 23
  8. 8. PROMOTE PRODUCTS & SERVICES BSBMKG413AJADDAN BRUHNwebsite, expand market share and raise consumer awareness of the product’s defining attributes.Underpinning the broader promotional deliverables, and, commensurate with the opening of theDavid Jones retail concessions, sales are projected to increase concurrently by 200% during thefourth quarter.Altering the profile of Zafino, affiliating Zafino with the consumer’s lifestyle; the designatedpromotional activities are tasked with positioning Zafino at the premium end of the market, in acost-effective, consistent manner, maximising brand exposure, providing the scope andopportunity for the product’s attributes, style and superior quality to be explored, demonstratedand glamorised; creating a buzz, engendering recognition and piquing desire; resulting inconsumers making a Zafino laptop bag purchase.These goals are to be achieved through advertising structured for the maximum reach andfrequency possible within budgetary limitations, flighting simultaneous to promotional activitiestimed to generate awareness of the product via multiple touch points, compounding the impactof paid-for promotional activity and its ability to leverage exposure and activity generated by nonpaid-for promotional activity.7. Promotional Activity7.1 Direct Mail – April 2010Purchase subscriber lists of Grazia & Marie Claire magazines, delete duplicates, directmail a post card informing the recipient of the launch of the new Zafino website,upcoming Zafino hosted events & directing them to register their details through thewebsite for product discounts, prizes & to be informed of future Zafino style events.7.2 Social Media – April 2010Create Zafino Facebook page. Reference the link on the Zafino website & alert names inthe database via e-mail. Direct people to join Zafino on Facebook & post a link on theirwall & invite their friends; to keep informed of Zafino style events, offers & prizes.7.3 Magazine Print Advertisements – May to July 2010Half page print advertisements featuring Megan Gale as the face of Zafino, in Grazia,Famous, Madison & Marie Claire magazines during May, June & July 2010. Images usedfor the print advertisement will be from stills taken during the filming of the TVC.7.4 Sales Promotion – April to July 2010Through magazine subscription website magshop.com.au, offer new subscribersdiscount on laptop bag purchase, with the incentive of offering three back copies withthe new laptop bag of the magazine subscribed to. Promotion link on magshop &Zafino website and Facebook page, and printed on new subscriber cards inserted in allACP magazines.7.5 Television Commercial – May to July 2010TVC promoting brand awareness & launch of David Jones retail concession, featuringMegan Gale as the face of Zafino. To air during May, June & July during 7pm Project,The Good Wife, Ugly Betty, NCIS, Masterchef and Medium, shows most watched by thetarget audience.7.6 Public Relations – Host charity screening of Sex and the City 2 – June 2010In conjunction with 2Day FM, Time Out Sydney, The Sydney Morning Herald, SkyyVodka, Sunraysia Natural Beverage Company (cranberry juice retailer), Event Cinema &The McGrath Foundation, host a charity screening of Sex and the City 2, with allproceeds from the evening going to The McGrath Foundation.7.7 Public Relations – Fashion event at David Jones – May 2010To launch the opening of Zafino retail concessions at David Jones, Zafino, DavidLawrence & David Jones host a fashion show at the Elizabeth St store showcasing thePage 8 of 23
  9. 9. PROMOTE PRODUCTS & SERVICES BSBMKG413AJADDAN BRUHNcorporate Spring/Summer 2010 collection of David Lawrence, integrating the Zafinoproduct range.7.8 Public Relations – CeBit IT Exhibition – May 2010Display Zafino’s product range at Dell’s CeBit booth, in conjunction with Dell’s recentlylaunched OPI nail-polish colour range of laptops. Models in attendance showcase anddemonstrate features of the Zafino range, hand out Zafino material and engageexhibition attendees with free bag promotion.8. Promotional Vehicles Within Our Team8.1 Public Relations – Host charity screening of Sex and the City 28.1.1 What it isZafino, in conjunction with 2Day FM, Time Out Sydney, Sydney Morning Herald, SkyyVodka, Sunraysia Natural Beverage Company (cranberry juice retailer), Event Cinemasand The McGrath Foundation will host a charity screening of Sex and the City 2 at EventCinemas George St. Tickets to the event will cost $70; attendees will be invited to comedressed as their favourite character from the film.The upper level reception area of the venue will be transformed into a fantasyManhattan apartment for the evening, a bar will serve pre-screening cocktails, withSkyy Vodka & Sunraysia present to promote their brands and provide their product.Zafino models will mingle with the attendees, carrying Zafino bags & handing outproduct information before the screening. Banners integrated into the theme settingwill display Zafino brand, logo and website details alongside those of the associatedcorporate sponsors. The event will be advertised in advance and covered on the nightby event sponsors 2Day FM, Time Out Sydney and Sydney Morning Herald, with allproceeds from the evening being donated to The McGrath Foundation.8.1.2 RationaleOpportunity to engage with the target audience in a relaxed and fun after-workenvironment, identifying with their lifestyle aspirations, promoting brand awarenessand demonstrating support for an issue the target audience relates to.8.1.3 WhoTeam Leader Marsha Brady, PR ManagerSupport Roles Bobby Brady, Account Manager Peter Brady, Media Manager Mike Brady, Creative Director8.1.4 Basic Timing Preliminary Planning 01/04/10 to 07/05/10 Event Planning 10/05/10 to 21/05/10 Graphic Design 10/05/10 to 21/05/10 Publicity 03/05/10 to 28/05/10 Site Set-up & Event 29/05/10 to 02/06/108.1.5 Bottom Line BudgetTicket sales cover event expenses, with remaining proceeds from ticket sales of$4,600.00 being donated to The McGrath Foundation. See 12.3 Appendix 3 forbreakdown.8.2 Advertisement - Television CommercialPage 9 of 23
  10. 10. PROMOTE PRODUCTS & SERVICES BSBMKG413AJADDAN BRUHNTelevision commercial to be filmed in Martin Place, Sydney, featuring the face of Zafino,Megan Gale, stylishly making her way through the CBD lunchtime crowds in-betweenappointments, effortlessly answering her phone & accessing her laptop whilst stoppingfor a coffee in a bustling cafe, secure, confident and elegant as her Zafino bag holds allthat she needs, but never weighs her down.8.2.1 What it isTelevision commercial (30 sec) to visibly and emotively demonstrate the style andfunction attributes of a Zafino laptop bag in a context familiar to the target audience bya person the target audience aspire to and perceive as genuine. To air during May, June& July during 7pm Project, The Good Wife, Ugly Betty, NCIS, Masterchef and Medium,shows most watched by the target audience.8.2.2 RationaleUnrivalled opportunity to dramatically increase brand awareness and build desire forthe product in a less cluttered in-home environment, simultaneously communicating toa large percentage of the target audience during their preferred viewing timeslots.8.2.3 WhoTeam Leader Bobby Brady, Account ManagerSupport Roles Mike Brady, Creative Director Greg Brady, Research Peter Brady, Media Manager Jan Brady, Creative Services Manager8.2.4 Basic Timing Planning 01/03/10 to 16/04/10 Pre-Production 02/03/10 to 09/04/10 Production 12/04/10 to 16/04/10 Post Production 19/04/10 to 30/04/10 Master, Dubs & Distribution 03/05/10 to 21/05/108.2.5 Bottom Line BudgetProduction of 3 thirty second television commercials is $75,800.00 – this does notinclude the media buy. See 12.3 Appendix 3 for breakdown.8.3 Public Relations – David Jones Fashion Event 03/05/108.3.1 What it isParticipating in David Jones’ in-store fashion event marking the opening of Zafino’sretail concessions exclusive to David Jones. The fashion event will be a runway styleshow featuring David Lawrence’s corporate wear range for the Spring/Summer 2010season, incorporating the Zafino product range. The event will be by invitation only,sent out to David Jones account holders in Sydney.8.3.2 RationaleBuilding awareness of Zafino’s newly opened in-store retail concessions at David Jones,marrying the brand with a respected women’s corporate attire designer, in the prestigeof an invitation only David Jones fashion event.8.3.3 WhoPage 10 of 23
  11. 11. PROMOTE PRODUCTS & SERVICES BSBMKG413AJADDAN BRUHNTeam Leader Marsha Brady, PR ManagerSupport Roles Bobby Brady, Account Manager Mike Brady, Creative Director8.3.4 Basic Timing Preliminary Planning 01/03/10 to 19/03/10 Event Planning 22/03/10 to 02/04/10 Graphic Design 22/03/10 to 16/04/10 Site Planning 01/05/10 to 21/05/108.3.5 Bottom Line BudgetTotal cost of this event is $40,300.00; split between David Jones, David Lawrence &Zafino. Zafino’s component of this cost is $8,060.00. See 12.3 Appendix 3 forbreakdown.9. ConclusionCoordinated execution of the documented activities will build Zafino’s brandawareness; increase consumer desire for the product, provide Zafino with a databasethat will be beneficial in the short and long term for communication, engagement andpromotion; drive traffic to Zafino’s internet and social media presence driving anincrease in on-line sales; associate the brand with the lifestyle and social affiliations ofthe target audience; and launch the brand’s David Jones retail concession, buildingawareness of the presence of the concession and driving sales at the concession.10.RecommendationWith affiliated stakeholders and brand partners on board, and requisite preliminaryplanning in place, the promotional activities detailed in this document should bepromptly reviewed and given fair consideration as a matter of urgency. The activitiesproposed herein are quite time-sensitive and there is only a limited window ofopportunity to initiate the decisive action necessary at this critical time to facilitate theimplementation of the planned activity and successfully achieve the key objectives ofZafino.Page 11 of 23
  12. 12. PROMOTE PRODUCTS & SERVICES BSBMKG413AJADDAN BRUHN11.Referenceshttp://67.208.32.43/openee/launch-cehcklist.cfmhttp://acp.com.au/http://afsd.com.au/article/dsbm/dsbm33a.htmhttp://au.lifestyle.yahoo.com/marie-claire/http://cebit.com.au/http://cebit.com.au/2010/events/other-eventshttp://conxentric.com/blog/2010/01/10-steps-to-take-before-your-product-launch/http://cybercollege.com/tvp004.htmhttp://dell.com.au/opihttp://eclicktick.com/launchchecklist.htmhttp://ehow.com/how_2102227_conduct-publicity-campaign.htmlhttp://ehow.com/how_2245681_plan-fashion-show.htmlhttp://eventcinemas.com.au/Movie/Details/-1/MovieId/3403http://eventsensations.com.au/?gclid=COynltC01qECFSAxiQod6iz6Ighttp://exhibitoronline.com/topics/presentations-demonstrations.asphttp://fulltext.ausport.gov.au/fulltext/1997/hillary/rs8.pdfhttp://magshop.com.au/http://nextbyte.com.auhttp://nhlbi.nih.gov/educational/hearttruth/get-involved/event-ideas.htmhttp://niba.com.au/resource/NIBA_MktgKit_Ch10.pdfhttp://nzifst.org.nz/creatingnewfoods/product_launch5.htmhttp://pacificmagazines.com.au/http://rafw.com.au/content-pages/official-schedule-comingsoonhttp://rmr.com/marketingtips.asp?nid=357&lid=1http://stylehunter.com/http://telstrabusinesswomensawards.comhttp://veuveclicquotaward.com.au/media/index.htmhttp://webex.com/pdf/EC_best_practices.pdfhttp://womeninbusiness.com.au/resourceshttp://womensnetwork.com.auhttp://womensnetwork.com.au/page.cfm?pageCode=BusinessAwardshttp://womensnetwork.com.au/page.cfm?pageCode=magazinehttp://zafino.com.au/Page 12 of 23
  13. 13. PROMOTE PRODUCTS & SERVICES BSBMKG413AJADDAN BRUHN12.Appendices12.1 Appendix 1 – Timeline12.1.1 Public Relations – Host charity screening of Sex and the City 2Page 13 of 23
  14. 14. PROMOTE PRODUCTS & SERVICES BSBMKG413AJADDAN BRUHN12.1.2 Advertisement - Television CommercialPage 14 of 23
  15. 15. PROMOTE PRODUCTS & SERVICES BSBMKG413AJADDAN BRUHN12.1.3 Public Relations – David Jones Fashion EventPage 15 of 23
  16. 16. PROMOTE PRODUCTS & SERVICES BSBMKG413AJADDAN BRUHN12.2 Appendix 2 – Gantt Chart12.2.1 Public Relations – Host charity screening of Sex and the City 2Page 16 of 23
  17. 17. PROMOTE PRODUCTS & SERVICES BSBMKG413AJADDAN BRUHN12.2.2 Advertisement - Television CommercialPage 17 of 23
  18. 18. PROMOTE PRODUCTS & SERVICES BSBMKG413AJADDAN BRUHN12.2.3 Public Relations – David Jones Fashion EventPage 18 of 23
  19. 19. PROMOTE PRODUCTS & SERVICES BSBMKG413AJADDAN BRUHN12.3 Appendix 3 – BudgetRetail ExecutionsCinema Charity Event - Zafino (8.1)Budget - Cinema EventModels 2,000.00Stage Manager 800.00Hair/Makeup/Wardrobe 2,000.00Lighting Equipment & Staff 800.00Audiovisual Equipment & Staff 800.00Interior fit-out & Site set-up crew 2,000.00Furniture Hire 500.00DJ 1,000.00Security 500.00Catering 500.00Hospitality Staff 300.00Cleaners 200.00Graphic Design & Printing 2,000.00Photographer 1,000.00Press Photos & Materials 2,000.00Total $16,400.00Ticket Revenue $21,000.00Donation to McGrath Foundation $4,600.00Page 19 of 23
  20. 20. PROMOTE PRODUCTS & SERVICES BSBMKG413AJADDAN BRUHNRetail ExecutionsTVC - Zafino (8.2)Budget - 3 x 30sec TVCCreative Brief 2,000.00Campaign Test 3,000.00Legal 5,000.00Insurance 3,000.00Admin 2,500.00Director 2,000.00Actor 5,000.00Extras 2,000.00Script 1,500.00Production Crew 9,000.00Hair/Makeup/Wardrobe 2,000.00Catering 1,000.00Site Costs 1,500.00Security 800.00Trailer Hire 1,500.00Equipment 3,000.00Post Production 18,000.00Master, Dubs & Distribution 13,000.00Total $75,800.00Page 20 of 23
  21. 21. PROMOTE PRODUCTS & SERVICES BSBMKG413AJADDAN BRUHNRetail ExecutionsDJ Fashion Event - Zafino (8.3)Budget - Fashion EventModels 5,000.00Stage Manager 800.00Hair/Makeup/Wardrobe 2,000.00Staging Equipment & Staff 3,000.00Lighting Equipment & Staff 2,000.00Audiovisual Equipment & Staff 2,000.00Interior fit-out & Site set-up crew 3,000.00Furniture Hire 2,000.00DJ 500.00Security 500.00Catering 2,000.00Hospitality Staff 1,000.00Cleaners 500.00Graphic Design & Printing 2,000.00Photographer 2,000.00Invitations & mailout 4,000.00Press Photos & Materials 8,000.00Total $40,300.00David Jones @ 50% $20,150.00David Lawrence @ 30% $12,090.00Zafino @ 20% $8,060.00Page 21 of 23
  22. 22. PROMOTE PRODUCTS & SERVICES BSBMKG413AJADDAN BRUHN12.4 Appendix 4 - Meeting Minutes & Conference Call RecordsPage 22 of 23
  23. 23. PROMOTE PRODUCTS & SERVICES BSBMKG413AJADDAN BRUHN12.5 Appendix 5 – Media Releases12.5.1 - Public Relations – Host charity screening of Sex and the City 2ZAFINO LAPTOP BAGSZAFINO’S GOT YOUR NIGHT OF SEX IN THE BAGPut On Your Heels & Join Us For A Night Out With The GirlsFOR IMMEDIATE RELEASE03/05/2010, Sydney – After much anticipation Carrie and the girls are back in Sex and the City 2,due to hit the screens next month. To mark the event a special preview screening hosted byMegan Gale on 01/06/10 at 7.30pm is being held at Event Cinemas George St. Tickets are $70,available from Event, with all proceeds from the evening going to The McGrath Foundation.“I can’t wait to see what Carrie’s wearing – this movie will be fantastic” says channel 7 Sunrise’sNatalie Bar.The upper level of Event will be transformed into a fantasy Manhattan apartment for the night,with a cocktail bar serving Cosmopolitans. Attendees are being encouraged to come dressed astheir favourite Sex and the City character for an evening of fun, fashion and prizes, all in supportof the important work of The McGrath Foundation.Zafino laptop bags has partnered with Skyy Vodka and Sunraysia Natural Beverage Company toorganise the screening, in conjunction with Event Cinemas, 2Day FM, Time Out Sydney, SydneyMorning Herald and The McGrath Foundation.Details:Sex and the City 2Tuesday 1stof June 7.30pmEvent Cinemas George StTickets are $70, available at Event Cinemaswww.eventcinemas.com.auZafino is an Australian manufacturer and retailer of women’s laptop bags, now available at DavidJones.Skyy Vodka is Australia’s largest selling vodka brand.Sunraysia Natural Beverage Company is Australia’s leading natural juice company, and the onlydomestic manufacturer of Cranberry juice.2DayFM is Sydney’s highest rating radio station and a core part of the Austereo Network.Time Out Sydney is Sydney’s only monthly event and entertainment guide available fromnewsstands across the city, a subsidiary of TimeOut Inc.Sydney Morning Herald is Sydney’s oldest daily broadsheet, owned by Fairfax.Event Cinemas owns Sydney’s largest number of screens and is part of the AHL network.The McGrath Foundation is a leading contributor to breast cancer research.# # #FOR FURTHER INFOMATION CONTACT:JADDAN BRUHNCEO, RETAIL EXECUTIONS PTY LTD040xx xxx xxxPage 23 of 23

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