This document outlines a promotional campaign called #LionSmart for the Detroit Lions targeting kids ages 10-15 in Michigan. The campaign aims to emphasize the intelligence of athletes and motivate kids academically. Three promotional ideas are described:
1. "Saved by the Lions" visits Lions players to schools to talk about academics. Schools are selected weekly and winners get to meet players.
2. "Are you smarter than a Lion?" Posts trivia on social media daily for a chance to win Lions merchandise. Aims to increase social media involvement and learning.
3. Future promotions will reward kids for academic achievements like good report cards.
The promotions use incentives to encourage academic focus in a fun way using
The Secret To Marketing To Women is the guide you need that’s going to take you straight to the money if you do it right. Women are a different breed and if you don’t know how to capture their undivided attention you really need to zone into the way they think and perceive things.
The only way you can do this is to understand them and that’s exactly what this guide does for you. It shows you how to use this knowledge to your advantage so you can get them on board quickly and for good. The secrets to marketing to women gives you the power to connect with this highly lucrative niche target market and that’s golden if you like money.
The Secret To Marketing To Women is your solution to uncovering the facts to attract women to your product or service with their purse open. Sounds pretty sweet to me.
This document outlines 10 principles for effectively marketing to women. It begins by noting that women now make up over half the workforce, account for over 85% of consumer purchases, and are quick adopters of new technologies. However, women feel that only 9% of brands understand and market to them well. The document then provides a diagnostic for organizations to assess where they fall on a spectrum of marketing to women. It proceeds to outline 10 principles for improving marketing efforts to women, including understanding differences between men and women, treating women as "knowledge customers," incentivizing brand advocates, embracing technology, and acknowledging changing gender roles. The overall aim is to improve marketing practices and better reach both women and men customers.
Gen Z is the largest generation yet at over 76 million people in the US. They value individuality and self-expression. Many feel the current path is unsustainable and want to enact change through activism and politics. Gen Z sees themselves as ambitious and self-made, rather than entitled, and they will redefine what it means to have a job through their entrepreneurial spirit. Brands need to provide Gen Z with inspiration and tools to achieve their dreams through authentic experiences rather than just products.
Securing Corporate Partners by Matt ScelzaMatt Scelza
How do nonprofits find and secure corporate partners? This presentation shows the best ways to design and execute a corporate partnership program. Key lesson: It's about your partner, not your organization.
Frank Strategy Vancouver developed this Brand Model for an early stage company intending to sell baby and maternity products. Deep consumer research underpinned the strategy. Extensive studio work was required to create the Communication Platform.
ThinkNow Retail™ Asian Holiday Shopping Trends 2016 [Snapshot]ThinkNow
40% of Asian-American consumers will be spending more during the holidays this year than last, preferring to buy gifts online.
The National Retail Federation expects sales in November and December (excluding autos, gas and restaurants) to jump 3.6 percent from last year to $655 billion. The NRF’s Holiday Forecast 2016 has non-store sales — 90 percent of which is e-commerce — growing by seven to 10 percent to as much as $117 billion. And one demographic, in particular, is driving a significant amount of that growth: Asian-American consumers, the fastest growing minority segment in the U.S.
In our recent in-depth research series, ThinkNow Retail™ – Total Market Holiday Shopping Trends, we conducted an online survey of 253 Asian, 245 non-Hispanic white, 249 African-American, and 502 U.S. Hispanic consumers. We explored the holiday shopping habits of multicultural consumers in the U.S. to help brands and companies better understand these super holiday consumers and how they compare to the rest of the country. This report highlights the top 5 key holiday shopping habits and behavioral insights we uncovered among the Asian-American cohort.
Asian-American consumers represent $825 billion in consumer buying power — which is expected to rise to $1.1 trillion by 2020. They display unique holiday shopping habits that allow points of entry for marketers to connect with them this holiday season, which is a major factor because almost 40% of Asian-American consumers will be spending more this year than last. A significant portion of those sales will be online. And not only are they purchasing their gifts online, but they are also researching their gift list online, and are more likely to move on to the next item if the gift they are looking for is not available for purchase online.
Download Our Other Reports Here - http://www.thinknowresearch.com/reports/
Macy's is seeking to become the #1 retailer for weddings and wedding registries. To achieve this, the team conducted research including interviews, surveys, and store observations. Based on a SWOT and competitor analysis, the team developed a campaign called "I do. I always will" to make Macy's a lifelong partner throughout customers' relationships. The campaign includes hosting singles events, expanding product offerings through a Bloomingdale's partnership, increasing social media presence, and launching a charitable foundation. The goal is to appeal to millennial customers and drive brand loyalty.
The document provides a marketing roadmap for Leanani, a new cosmetics brand targeting teen girls. It outlines key sections including the large US beauty market opportunity, teen demographic trends focused on social media and value, major competitors in the space, and Leanani's unique selling propositions centered around affordable Japanese beauty products. The marketing strategy proposes exciting teen girls through influencer marketing, social media engagement, and a dedicated website and app. It includes plans for coupon ads, back to school campaigns, and innovative packaging design to attract young customers.
The Secret To Marketing To Women is the guide you need that’s going to take you straight to the money if you do it right. Women are a different breed and if you don’t know how to capture their undivided attention you really need to zone into the way they think and perceive things.
The only way you can do this is to understand them and that’s exactly what this guide does for you. It shows you how to use this knowledge to your advantage so you can get them on board quickly and for good. The secrets to marketing to women gives you the power to connect with this highly lucrative niche target market and that’s golden if you like money.
The Secret To Marketing To Women is your solution to uncovering the facts to attract women to your product or service with their purse open. Sounds pretty sweet to me.
This document outlines 10 principles for effectively marketing to women. It begins by noting that women now make up over half the workforce, account for over 85% of consumer purchases, and are quick adopters of new technologies. However, women feel that only 9% of brands understand and market to them well. The document then provides a diagnostic for organizations to assess where they fall on a spectrum of marketing to women. It proceeds to outline 10 principles for improving marketing efforts to women, including understanding differences between men and women, treating women as "knowledge customers," incentivizing brand advocates, embracing technology, and acknowledging changing gender roles. The overall aim is to improve marketing practices and better reach both women and men customers.
Gen Z is the largest generation yet at over 76 million people in the US. They value individuality and self-expression. Many feel the current path is unsustainable and want to enact change through activism and politics. Gen Z sees themselves as ambitious and self-made, rather than entitled, and they will redefine what it means to have a job through their entrepreneurial spirit. Brands need to provide Gen Z with inspiration and tools to achieve their dreams through authentic experiences rather than just products.
Securing Corporate Partners by Matt ScelzaMatt Scelza
How do nonprofits find and secure corporate partners? This presentation shows the best ways to design and execute a corporate partnership program. Key lesson: It's about your partner, not your organization.
Frank Strategy Vancouver developed this Brand Model for an early stage company intending to sell baby and maternity products. Deep consumer research underpinned the strategy. Extensive studio work was required to create the Communication Platform.
ThinkNow Retail™ Asian Holiday Shopping Trends 2016 [Snapshot]ThinkNow
40% of Asian-American consumers will be spending more during the holidays this year than last, preferring to buy gifts online.
The National Retail Federation expects sales in November and December (excluding autos, gas and restaurants) to jump 3.6 percent from last year to $655 billion. The NRF’s Holiday Forecast 2016 has non-store sales — 90 percent of which is e-commerce — growing by seven to 10 percent to as much as $117 billion. And one demographic, in particular, is driving a significant amount of that growth: Asian-American consumers, the fastest growing minority segment in the U.S.
In our recent in-depth research series, ThinkNow Retail™ – Total Market Holiday Shopping Trends, we conducted an online survey of 253 Asian, 245 non-Hispanic white, 249 African-American, and 502 U.S. Hispanic consumers. We explored the holiday shopping habits of multicultural consumers in the U.S. to help brands and companies better understand these super holiday consumers and how they compare to the rest of the country. This report highlights the top 5 key holiday shopping habits and behavioral insights we uncovered among the Asian-American cohort.
Asian-American consumers represent $825 billion in consumer buying power — which is expected to rise to $1.1 trillion by 2020. They display unique holiday shopping habits that allow points of entry for marketers to connect with them this holiday season, which is a major factor because almost 40% of Asian-American consumers will be spending more this year than last. A significant portion of those sales will be online. And not only are they purchasing their gifts online, but they are also researching their gift list online, and are more likely to move on to the next item if the gift they are looking for is not available for purchase online.
Download Our Other Reports Here - http://www.thinknowresearch.com/reports/
Macy's is seeking to become the #1 retailer for weddings and wedding registries. To achieve this, the team conducted research including interviews, surveys, and store observations. Based on a SWOT and competitor analysis, the team developed a campaign called "I do. I always will" to make Macy's a lifelong partner throughout customers' relationships. The campaign includes hosting singles events, expanding product offerings through a Bloomingdale's partnership, increasing social media presence, and launching a charitable foundation. The goal is to appeal to millennial customers and drive brand loyalty.
The document provides a marketing roadmap for Leanani, a new cosmetics brand targeting teen girls. It outlines key sections including the large US beauty market opportunity, teen demographic trends focused on social media and value, major competitors in the space, and Leanani's unique selling propositions centered around affordable Japanese beauty products. The marketing strategy proposes exciting teen girls through influencer marketing, social media engagement, and a dedicated website and app. It includes plans for coupon ads, back to school campaigns, and innovative packaging design to attract young customers.
Research Report Example - Frank StrategyChris Neary
This secondary research report was compiled for an early stage client intending to sell maternity and baby products in the US. They had a stable but small customer base in Canada and were interested to scale up to address a US market. Inevitably, the company changed direction as a result of this exercise (which also included primary research, competitive analysis, market testing and business planning). Instead of focussing on limited time sales, which was saturated in the US and had limited appeal, they instead focussed on helping the mother make good purchase decisions. The client adopted a content marketing strategy instead of a PPC strategy, which added stability and authenticity. They also focussed the brand around helping mums be good mums, rather than merely 'cheap and fast' clothing.
According to a survey by the National Retail Federation, over half of holiday shoppers had already begun shopping in early November. Younger age groups between 25-44 years old tended to start shopping earlier. The survey also found that women shopped earlier than men. Most people plan to buy apparel, books, DVDs, toys, jewelry, or food gifts. While gift cards remain the most requested gift, fewer people plan to buy them compared to last year. Shoppers find gift ideas through online searches, advertising circulars, catalogs, TV ads, Facebook, and Pinterest. Debit cards are the most commonly used payment method for gifts.
This document contains the creative brief and supporting materials for a rebranding campaign for JanSport backpacks targeting college students. It includes a target audience analysis based on survey results, competitor analysis, mission and vision statements, proposed ad creatives for Instagram and Facebook, and a media plan with a $1.7 million budget split between the two platforms. The goal is to increase JanSport's popularity among college students by appealing to nostalgia and promoting their classic, durable styles and lifetime warranty.
How Brands Are Using Social Media To Target YouthSagar Taneja
This document discusses how brands are using social media to target youth. It provides insights into how youth engage with social media and each other. It analyzes case studies of brand campaigns on platforms like Instagram, Twitter, Facebook and YouTube. The key insights discussed are that brands need to be personal and authentic to connect with youth, that youth are always connected as "social customers", that visual content is important for storytelling, sharing experiences through videos and memes is popular, and generating shared experiences through crowd-sourced content. The document advocates that brands understand youth behaviors and values in order to effectively engage them through innovative social media campaigns.
The document discusses strategies for customizing political advertising tactics. It covers objectives such as growing voter numbers, increasing market share, and consolidating loyalty. It analyzes voter demographics and psychographics to identify target audiences. Different positioning strategies like defensive, offensive, and flanking are examined. Creative content and media planning considerations are also outlined. The overall aim is to develop an advertising approach that achieves the balanced goals of increasing voter support through both rational information sharing and emotional engagement.
Make-A-Wish Michigan has proposed an integrated marketing campaign to Creatilytical Marketing to raise $1.2 million and increase volunteers by 20%. The proposal outlines Make-A-Wish Michigan's mission to grant wishes for children with life-threatening medical conditions. It discusses targeting millennials and engaging them through public relations, communications, and social media strategies. The proposal also provides an overview of Make-A-Wish Michigan's history, programs, events, and current marketing strategies. Creatilytical Marketing would develop an integrated campaign to help Make-A-Wish Michigan reach its fundraising and volunteer recruitment goals.
Macy's Case Study - Merchandise Strategies FIDM 2013taylorurbany
This case study examines Macy's strategies for attracting millennial customers, specifically looking at their Mstylelab department which targets women ages 13-22. It analyzes Mstylelab's current product assortments, pricing, branding, and marketing strategies. It suggests increasing the bottoms selection and visibility of top brands. Celebrity collaborations and trend-focused collections are recommended. Competitors like Target and Nordstrom are also examined.
Appealing to Kids and Adults: Marketing Lessons from Boy BandsContent Equals Money
Boy bands have successfully harnessed a range of marketing tools, including a strong social media presence and a diversified image that remains true to brand.
Merchandise Strategies: Macy's Case StudyQuinn Nevares
This case study examines Macy's current merchandising strategies and initiatives, their top competitors and suggested actionable points to increase their share of wallet of the Millennial target market.
The document provides recommendations for improving sales and traffic in the men's department at Macy's by targeting multicultural millennials. It analyzes data from a survey of 365 Hispanic and African American millennials ages 13-30. Key findings include that both groups prefer brands like Nike, Polo Ralph Lauren, and Calvin Klein. The recommendations are: 1) "Happy Hour" events with discounts on popular brands, 2) Changing displays to feature styles and brands preferred by millennials, 3) Creating a sports section with jerseys and gear, and 4) Running an Instagram contest called "My Motto" that highlights personal style. The strategies aim to increase promotions and customization options as desired by respondents.
The document proposes ways for Macy's to improve its wedding registry program to appeal to millennial customers. It recommends that Macy's launch an exclusive line of engagement and wedding rings designed by Simon G. to attract customers earlier in their engagement process. It also suggests a marketing campaign called "I Do" that features diverse couples to be more inclusive. Further, it proposes that Macy's improve its social media presence and search engine optimization to better target millennial customers online. The document provides analysis of the millennial demographic and insights into how Macy's can update its programs to appeal to their preferences for technology, image-consciousness, and influencer marketing.
This document discusses brand activism and provides suggestions for brands considering taking a political or moral stance. It notes that while activism can feel risky, it can also boost brand distinctiveness and relevance if done correctly. Some key points made include:
- Brand activism is on the rise as brands look to channel consumer passions and change the world for the better, but there are risks of backlash.
- Getting it right can provide greater fame through earned media if the stance is authentic and relevant to the brand and consumers.
- To succeed, brands need empathy and must understand how their actions will be perceived by different audiences to avoid potential negative impacts.
Ebonie Hutchins is exploring her personal brand and career goals in marketing. She aims to become a marketing manager at iHeartMedia within 5 years. Her short term goals include graduating from Full Sail University and interning at iHeartMedia. She identifies her strengths as being a hard worker, team player, and creator with innovative ideas. Her potential competitors for jobs include Matt Saunders, a regional president at iHeartMedia, and Kristen Daniels, a senior brand manager. Hutchins' brand positioning is that she is dedicated and can create plans to help clients succeed.
This document proposes a marketing campaign called "Social Saturday" for Macy's to attract Millennial shoppers during the Black Friday weekend. It involves developing a mobile app called "Our Macy's" to facilitate social shopping. The app allows users to share options from their virtual closets, comment on each other's selections, and see where friends are in stores. Discounts increase based on social engagement. The goal is to make Black Friday shopping more convenient, fun and social for Millennials by integrating online and in-store experiences.
Toys"R"Us in a Digital World: Final PresentationElizabeth Brown
Toys"R"Us aims to strengthen its digital presence by focusing on parents of young children through targeted marketing on various platforms like email, websites and social media. The document recommends that Toys"R"Us improve customer engagement on social media by responding to comments and questions, create more differentiated content across platforms, and optimize its mobile shopping experience and webpages. It also suggests measuring the effectiveness of digital efforts through surveys and analytics to further drive sales.
The document provides tips for nonprofit marketing and fundraising by focusing on the audience rather than the organization. It discusses connecting with audience values, crafting a compelling message using the CRAM framework (Connection, Reward, Action, Memory), choosing the right messengers, and utilizing social networks and user-generated content. Specific strategies include identifying audience values and open-minded moments, telling stories that reward donors and make the call to action memorable.
Marketers use various techniques to manipulate consumers into purchasing goods and services, including anthropomorphism, social proof, experts' opinions, and misleading visuals. These tactics can impact consumers' lives by meeting needs but also potentially leading to compulsive buying behaviors. Compulsive buying is characterized by an inability to control impulses and adverse financial consequences. While impulse buying is spontaneous, compulsive buying is used to relieve internal distress. Managing triggers and credit card use can help restrain compulsive spending urges. Businesses should prioritize ethical treatment of customers to build trustworthy relationships over manipulative sales tactics.
The presentation discussed 4 key customer groups - Baby Boomers, Generation X, Generation Y/Millennials, and women - and how to effectively market to each. It emphasized that women influence over 80% of household purchases and control large portions of spending. The concept of "Sheconomics" was introduced, highlighting the economic opportunities in marketing directly to women. Overall, the presentation argued that understanding differences in customer groups, especially generational and gender differences, is crucial for businesses to connect with tomorrow's customers.
10 Best Cause Marketing Promotions of 2016Selfish Giving
The document discusses the author's annual list of the 10 best cause marketing promotions from 2016. Some of the top promotions highlighted include Red Nose Day which raised $18 million for charity through Walgreens stores, Patagonia raising $10 million for environmental non-profits by donating all Black Friday sales, and Jersey Mike's Month of Giving which raised over $4 million for 180 charities through register donations. The author provides more details on each promotion and their success in engaging customers and raising money for important causes.
This document provides an overview of developing a social media strategy. It discusses that having social media pages and plans does not constitute an actual strategy. An effective strategy must be aligned with organizational goals and objectives. It outlines the key perspectives to include in a social media strategy map: financial, people, conversations, platforms, and internal. Each perspective supports the objectives of the adjacent ones. The strategy map is a tool to communicate strategic goals across an organization and ensure all initiatives are tied to financial outcomes. Developing a comprehensive social media strategy requires understanding the impacts on various departments like sales, marketing, customer service, PR, and IT.
It has been said that Social Media is the future of advertising. .docxchristiandean12115
It has been said that Social Media is the future of advertising. What is your opinion of social media? Does it empower or exploit?
I believe that Social Media can be both and operates on a fine line. For those over the age of 18, you are aware of the information you are putting out there and the privacy levels of which it is shown. I personally am not bothered by the targeted advertising of which social media is the vehicle because I choose what I participate in and what information I am offering up. For the younger audience that is less aware and more malleable it can work both ways. It can be a great outlet to further self expression, but it can also be detrimental in influencing young minds to look to external sources for self acceptance.
Is social media really worth the kind of money that investors are paying?
Yes, as we move away from print and cable, social media and streaming services are becoming the easiest way to get marketing impressions. If done successfully, items or campaigns trend and reach a huge audience for a lower cost.
Explain what “Like”ing someone’s post on Facebook means to you.
For me "like"ing is a way for me to express my interest in something someone shared. I am fairly selective about liking and only do so when I agree with something, fing entertainment from the content, or have an emotional connection to something shared. I only like content that resonates with me. For some others I think "like"ing something is just a way to identify they read or watched the content and were listening.
Does knowing others “Like” what you “Like” influence you? Explain.
I would not say it particularly influences whether I like something, but does expose or impress upon me new content I might be interested in. I find I enjoy content of those who have common "likes" since we have similar taste. Facebook actually use an algorithm to gear your feed to show content of those who you "like" more. For example, during the presidential elections you likely got more content that agreed with your viewpoints as you liked others who had similar viewpoints and that content then got prioritized on your feed. This can be good because you may not be interested in content of which does not resonate with you, but also bad in limiting your viewpoint.
How do companies use social media to advertise?
Mostly, social media is used by companies to produce targeted marketing through big data or as a vehicle to create trendy content that catches like wildfire. For example, the ALS Ice Bucket Challenge, which raised awareness and donations for ALS by inciting popular content people wanted to be involved in. Marketing till social media was largely hands off, now it's all about the power of the people.
Is social media empowering or exploiting teens?
I think it can be on both ends of the spectrum. From their perspective I think most teens feel they now have a vehicle for their voice and a way to express themselves. From a more adult perspective I.
Research Report Example - Frank StrategyChris Neary
This secondary research report was compiled for an early stage client intending to sell maternity and baby products in the US. They had a stable but small customer base in Canada and were interested to scale up to address a US market. Inevitably, the company changed direction as a result of this exercise (which also included primary research, competitive analysis, market testing and business planning). Instead of focussing on limited time sales, which was saturated in the US and had limited appeal, they instead focussed on helping the mother make good purchase decisions. The client adopted a content marketing strategy instead of a PPC strategy, which added stability and authenticity. They also focussed the brand around helping mums be good mums, rather than merely 'cheap and fast' clothing.
According to a survey by the National Retail Federation, over half of holiday shoppers had already begun shopping in early November. Younger age groups between 25-44 years old tended to start shopping earlier. The survey also found that women shopped earlier than men. Most people plan to buy apparel, books, DVDs, toys, jewelry, or food gifts. While gift cards remain the most requested gift, fewer people plan to buy them compared to last year. Shoppers find gift ideas through online searches, advertising circulars, catalogs, TV ads, Facebook, and Pinterest. Debit cards are the most commonly used payment method for gifts.
This document contains the creative brief and supporting materials for a rebranding campaign for JanSport backpacks targeting college students. It includes a target audience analysis based on survey results, competitor analysis, mission and vision statements, proposed ad creatives for Instagram and Facebook, and a media plan with a $1.7 million budget split between the two platforms. The goal is to increase JanSport's popularity among college students by appealing to nostalgia and promoting their classic, durable styles and lifetime warranty.
How Brands Are Using Social Media To Target YouthSagar Taneja
This document discusses how brands are using social media to target youth. It provides insights into how youth engage with social media and each other. It analyzes case studies of brand campaigns on platforms like Instagram, Twitter, Facebook and YouTube. The key insights discussed are that brands need to be personal and authentic to connect with youth, that youth are always connected as "social customers", that visual content is important for storytelling, sharing experiences through videos and memes is popular, and generating shared experiences through crowd-sourced content. The document advocates that brands understand youth behaviors and values in order to effectively engage them through innovative social media campaigns.
The document discusses strategies for customizing political advertising tactics. It covers objectives such as growing voter numbers, increasing market share, and consolidating loyalty. It analyzes voter demographics and psychographics to identify target audiences. Different positioning strategies like defensive, offensive, and flanking are examined. Creative content and media planning considerations are also outlined. The overall aim is to develop an advertising approach that achieves the balanced goals of increasing voter support through both rational information sharing and emotional engagement.
Make-A-Wish Michigan has proposed an integrated marketing campaign to Creatilytical Marketing to raise $1.2 million and increase volunteers by 20%. The proposal outlines Make-A-Wish Michigan's mission to grant wishes for children with life-threatening medical conditions. It discusses targeting millennials and engaging them through public relations, communications, and social media strategies. The proposal also provides an overview of Make-A-Wish Michigan's history, programs, events, and current marketing strategies. Creatilytical Marketing would develop an integrated campaign to help Make-A-Wish Michigan reach its fundraising and volunteer recruitment goals.
Macy's Case Study - Merchandise Strategies FIDM 2013taylorurbany
This case study examines Macy's strategies for attracting millennial customers, specifically looking at their Mstylelab department which targets women ages 13-22. It analyzes Mstylelab's current product assortments, pricing, branding, and marketing strategies. It suggests increasing the bottoms selection and visibility of top brands. Celebrity collaborations and trend-focused collections are recommended. Competitors like Target and Nordstrom are also examined.
Appealing to Kids and Adults: Marketing Lessons from Boy BandsContent Equals Money
Boy bands have successfully harnessed a range of marketing tools, including a strong social media presence and a diversified image that remains true to brand.
Merchandise Strategies: Macy's Case StudyQuinn Nevares
This case study examines Macy's current merchandising strategies and initiatives, their top competitors and suggested actionable points to increase their share of wallet of the Millennial target market.
The document provides recommendations for improving sales and traffic in the men's department at Macy's by targeting multicultural millennials. It analyzes data from a survey of 365 Hispanic and African American millennials ages 13-30. Key findings include that both groups prefer brands like Nike, Polo Ralph Lauren, and Calvin Klein. The recommendations are: 1) "Happy Hour" events with discounts on popular brands, 2) Changing displays to feature styles and brands preferred by millennials, 3) Creating a sports section with jerseys and gear, and 4) Running an Instagram contest called "My Motto" that highlights personal style. The strategies aim to increase promotions and customization options as desired by respondents.
The document proposes ways for Macy's to improve its wedding registry program to appeal to millennial customers. It recommends that Macy's launch an exclusive line of engagement and wedding rings designed by Simon G. to attract customers earlier in their engagement process. It also suggests a marketing campaign called "I Do" that features diverse couples to be more inclusive. Further, it proposes that Macy's improve its social media presence and search engine optimization to better target millennial customers online. The document provides analysis of the millennial demographic and insights into how Macy's can update its programs to appeal to their preferences for technology, image-consciousness, and influencer marketing.
This document discusses brand activism and provides suggestions for brands considering taking a political or moral stance. It notes that while activism can feel risky, it can also boost brand distinctiveness and relevance if done correctly. Some key points made include:
- Brand activism is on the rise as brands look to channel consumer passions and change the world for the better, but there are risks of backlash.
- Getting it right can provide greater fame through earned media if the stance is authentic and relevant to the brand and consumers.
- To succeed, brands need empathy and must understand how their actions will be perceived by different audiences to avoid potential negative impacts.
Ebonie Hutchins is exploring her personal brand and career goals in marketing. She aims to become a marketing manager at iHeartMedia within 5 years. Her short term goals include graduating from Full Sail University and interning at iHeartMedia. She identifies her strengths as being a hard worker, team player, and creator with innovative ideas. Her potential competitors for jobs include Matt Saunders, a regional president at iHeartMedia, and Kristen Daniels, a senior brand manager. Hutchins' brand positioning is that she is dedicated and can create plans to help clients succeed.
This document proposes a marketing campaign called "Social Saturday" for Macy's to attract Millennial shoppers during the Black Friday weekend. It involves developing a mobile app called "Our Macy's" to facilitate social shopping. The app allows users to share options from their virtual closets, comment on each other's selections, and see where friends are in stores. Discounts increase based on social engagement. The goal is to make Black Friday shopping more convenient, fun and social for Millennials by integrating online and in-store experiences.
Toys"R"Us in a Digital World: Final PresentationElizabeth Brown
Toys"R"Us aims to strengthen its digital presence by focusing on parents of young children through targeted marketing on various platforms like email, websites and social media. The document recommends that Toys"R"Us improve customer engagement on social media by responding to comments and questions, create more differentiated content across platforms, and optimize its mobile shopping experience and webpages. It also suggests measuring the effectiveness of digital efforts through surveys and analytics to further drive sales.
The document provides tips for nonprofit marketing and fundraising by focusing on the audience rather than the organization. It discusses connecting with audience values, crafting a compelling message using the CRAM framework (Connection, Reward, Action, Memory), choosing the right messengers, and utilizing social networks and user-generated content. Specific strategies include identifying audience values and open-minded moments, telling stories that reward donors and make the call to action memorable.
Marketers use various techniques to manipulate consumers into purchasing goods and services, including anthropomorphism, social proof, experts' opinions, and misleading visuals. These tactics can impact consumers' lives by meeting needs but also potentially leading to compulsive buying behaviors. Compulsive buying is characterized by an inability to control impulses and adverse financial consequences. While impulse buying is spontaneous, compulsive buying is used to relieve internal distress. Managing triggers and credit card use can help restrain compulsive spending urges. Businesses should prioritize ethical treatment of customers to build trustworthy relationships over manipulative sales tactics.
The presentation discussed 4 key customer groups - Baby Boomers, Generation X, Generation Y/Millennials, and women - and how to effectively market to each. It emphasized that women influence over 80% of household purchases and control large portions of spending. The concept of "Sheconomics" was introduced, highlighting the economic opportunities in marketing directly to women. Overall, the presentation argued that understanding differences in customer groups, especially generational and gender differences, is crucial for businesses to connect with tomorrow's customers.
10 Best Cause Marketing Promotions of 2016Selfish Giving
The document discusses the author's annual list of the 10 best cause marketing promotions from 2016. Some of the top promotions highlighted include Red Nose Day which raised $18 million for charity through Walgreens stores, Patagonia raising $10 million for environmental non-profits by donating all Black Friday sales, and Jersey Mike's Month of Giving which raised over $4 million for 180 charities through register donations. The author provides more details on each promotion and their success in engaging customers and raising money for important causes.
This document provides an overview of developing a social media strategy. It discusses that having social media pages and plans does not constitute an actual strategy. An effective strategy must be aligned with organizational goals and objectives. It outlines the key perspectives to include in a social media strategy map: financial, people, conversations, platforms, and internal. Each perspective supports the objectives of the adjacent ones. The strategy map is a tool to communicate strategic goals across an organization and ensure all initiatives are tied to financial outcomes. Developing a comprehensive social media strategy requires understanding the impacts on various departments like sales, marketing, customer service, PR, and IT.
It has been said that Social Media is the future of advertising. .docxchristiandean12115
It has been said that Social Media is the future of advertising. What is your opinion of social media? Does it empower or exploit?
I believe that Social Media can be both and operates on a fine line. For those over the age of 18, you are aware of the information you are putting out there and the privacy levels of which it is shown. I personally am not bothered by the targeted advertising of which social media is the vehicle because I choose what I participate in and what information I am offering up. For the younger audience that is less aware and more malleable it can work both ways. It can be a great outlet to further self expression, but it can also be detrimental in influencing young minds to look to external sources for self acceptance.
Is social media really worth the kind of money that investors are paying?
Yes, as we move away from print and cable, social media and streaming services are becoming the easiest way to get marketing impressions. If done successfully, items or campaigns trend and reach a huge audience for a lower cost.
Explain what “Like”ing someone’s post on Facebook means to you.
For me "like"ing is a way for me to express my interest in something someone shared. I am fairly selective about liking and only do so when I agree with something, fing entertainment from the content, or have an emotional connection to something shared. I only like content that resonates with me. For some others I think "like"ing something is just a way to identify they read or watched the content and were listening.
Does knowing others “Like” what you “Like” influence you? Explain.
I would not say it particularly influences whether I like something, but does expose or impress upon me new content I might be interested in. I find I enjoy content of those who have common "likes" since we have similar taste. Facebook actually use an algorithm to gear your feed to show content of those who you "like" more. For example, during the presidential elections you likely got more content that agreed with your viewpoints as you liked others who had similar viewpoints and that content then got prioritized on your feed. This can be good because you may not be interested in content of which does not resonate with you, but also bad in limiting your viewpoint.
How do companies use social media to advertise?
Mostly, social media is used by companies to produce targeted marketing through big data or as a vehicle to create trendy content that catches like wildfire. For example, the ALS Ice Bucket Challenge, which raised awareness and donations for ALS by inciting popular content people wanted to be involved in. Marketing till social media was largely hands off, now it's all about the power of the people.
Is social media empowering or exploiting teens?
I think it can be on both ends of the spectrum. From their perspective I think most teens feel they now have a vehicle for their voice and a way to express themselves. From a more adult perspective I.
This document proposes a social media marketing plan for Cardinal's Sport Center to increase sales of Texas Tech merchandise during the 2016 football season. The objectives are to drive traffic to the website, increase internet and in-store sales, raise brand awareness among students, and grow social media followers. Cardinal's currently uses Facebook, Instagram and Twitter. The plan recommends optimizing each platform by posting consistently and sharing content across all channels. Key audiences are identified as current customers, students, and mothers. The plan provides examples of promotional content and strategies to engage audiences like contests, discounts for local schools, and monitoring analytics to evaluate success. The overall goals are to increase likes/followers and sales by 10-15% over the previous season.
Athletic departments need to align their digital, social, and mobile strategies with business goals. A strategic, innovative, and integrated social presence is needed rather than tactical one-off campaigns. An audit of the current social media presence is required to evaluate status, growth opportunities, and future direction. Expanding the definition of who is considered a sports fan can help engage the millions of casual fans currently being missed.
This document discusses using social media, specifically Facebook, to engage alumni of universities. It analyzes demographic data of current alumni Facebook users, noting that the majority are younger and located in Florida cities. The summary suggests expanding content for older alumni and those outside Florida to broaden the audience. A three-month plan proposes an alumni challenge to raise donations and engage alumni through activities around athletic games. The conclusion emphasizes that social media can help schools remain connected to alumni and increase the value of their education.
The document discusses using psychographic and demographic research to understand a target audience for a football boot advertisement. It summarizes conducting primary research through a questionnaire to learn the target audience prefers spending around £100-150 on boots designed to enhance shot power. Secondary research analyzed similar ads. The questionnaire provided visual results showing most of the target audience are male, buy boots regularly, and prefer shops like Sports Direct. This informed creating ads with male characters promoting boots that enhance power at a reasonable price point sold in preferred stores.
Long Thai provides technology to analyze biomechanics and identify injury risks to help athletes train safely. Their integrated media plan aims to:
1) Raise awareness of their new injury prevention services in the youth sports market
2) Get 2,000 customers in their first year
3) Leverage social media and in-person promotions like brochures and banners at schools to educate parents and young athletes on injury risks and proper preparation to play multiple sports for well-rounded development.
The plan will be evaluated based on increased social media engagement and the number of customers in the first year.
The document provides instructions for requesting writing assistance from HelpWriting.net in 5 steps:
1. Create an account with a password and email.
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5. Request multiple revisions to ensure satisfaction, with a refund option for plagiarized work. The process aims to fully meet customer needs.
This document discusses how social media can be used to enhance the fan experience for sports marketing. It outlines moving from a traditional sales funnel that ends at purchase to a dynamic customer journey that includes awareness, consideration, evaluation, purchase, experience, loyalty, and advocacy. Case studies are presented on how teams like the Minnesota Gophers have used social media like Facebook to drive ticket sales. The importance of social media for enhancing the in-game experience and creating loyalty among fans is discussed. The future of social media and sports is seen to include more monetization efforts by teams through sponsored content on platforms like Twitter and video.
All five honorees cared greatly about the success of Capella lea.docxsimonlbentley59018
All five honorees cared greatly about the success of Capella learners and most were heavily involved in bettering their communities and others. Dr. Ford in particular fulfilled this desire by helping others to help themselves. Describe how you plan to use your education to better your community or help others to help themselves, and how receiving this scholarship will help you in doing so? 250-750 word essay
All of our honorees brought great personal and professional successes to their work environment. What would you consider one of your greatest professional successes? How did your success benefit your organization and its people? 250- 750 word essay
Respond to Tawnya and Noeme post
Creating the ideal marketing plan requires many steps and gathering data. “Knowing the needs of the customer and having a clearly articulated mission will help to target the message to an audience who will be most interested in the service that is being provided” (Sciarra, Lynch, Adams, & Dorsey (2016) p. 340). To find these needs, a needs assessment can be done. After gathering the results, a plan can start to form. Creating a Strength, Weakness, Opportunities, and Threats chart (SWOT) will give you a broader view on how to target your population.
“The first step in conducting SWOT analysis is to identify your stakeholders and data that has already been collected” (Sciarra, (2016) p. 340). Your stakeholders will guide you into the right direction for a plan of action. Looking at the type of population including the children, families, and staff members will give you the data to create your SWOT. Moving forward with the data, now to breakdown your SWOT data analysis and create a marketing plan. Strengths; reviewing this section will give you an objective overview of any changes needing to be made. Strengths can consist of staff, location, cliental, and possibly opportunities. If there are areas of weakness this gives us the ability to make changes. Moving forward with those changes leads us to Weakness, do we see a pattern of areas? What can we do to upgrade or change these areas we have identified? Moving on next to Opportunities, what options do we have beyond what we have now? Is there room for growth both financially and structurally? Finally, Threats to evaluate. Are we looking at opening a facility next door to two other highly rated centers that may cause us competition and difficulty building a successful business? Is there a possibility that the area is losing population and economic strength? Gathering the data and taking a step back and reviewing all the pro’s and con’s will give us a bigger picture when deciding which way to market our audience.
Taking a look at the strengths from all the gathered data will give you a good direction to follow for reaching protentional public relations opportunities. For an example, location, your childcare facility has a prime location in your town and your coming up on your grand opening soon. Planning an.
Webinar: Finally, Brand Activism Is Driving More Meaningful Engagement!Falcon.io
Is brand activism good for business? The short answer is: it depends. Companies with a purpose are said to have a greater voice and more connectivity with buyers. But even though consumers expect brands to take up societal causes, your political stance or support for that very cause can attract but also alienate customers. Unlike previous decades, social media has maximized everything and anything that your brand puts out. So the question is – how can brands market well, to the generation equipped with the most sophisticated Bullshit Detector in the history of mankind?
In this webinar we discussed:
- The intersection of marketing and brand activism
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Watch on-demand: https://www.falcon.io/webinars/brand-activism/
2011 Thump Using Social Media in your Marketing planJustin Tamsett
So you have a Facebook page, a You Tube channel, a Flickr account and sending the odd Tweet but what is the return on investment for the business? This session will share how to integrate what you are doing on-line with your marketing plan. You will walk away with the tools you need to monitor .
Nike recognizes a need to better represent female athletes and empower young girls through sport. The company proposes a three-phase plan to improve its brand image and increase women's product sales. Phase one involves a social media ad campaign highlighting female coaches and players. Phase two is a community outreach tour in five cities. Phase three is a Super Bowl commercial emphasizing women's stories in sport. The goal is to inspire girls and women while strengthening Nike's reputation.
This document discusses different methods for defining and researching audiences, including quantitative, qualitative, socio-economic status, psychographics, geodemographics, age, and gender research.
Quantitative research uses numbers and surveys to identify audience size, while qualitative research uses open-ended questions to understand audiences. Socio-economic status examines income, education and occupation to classify social classes. Psychographics looks at personality traits and values. Geodemographics classifies neighborhoods. Considering factors like age and gender can provide insight into audience interests. Research methods help ensure products effectively target their intended audiences.
The document provides guidance on marketing strategies for college athletic programs. It discusses 6 major avenues for marketing: 1) technology/media, focusing on websites, videos, and social media. 2) advertising/local media and sponsorships. 3) utilizing coaches and staff as brand ambassadors. 4) creating engaging content for social media outlets. 5) engaging alumni relations. 6) tying all marketing efforts together under an organized plan from the marketing department. For each avenue, it provides specific tactics and examples from other schools. The key message is that smaller schools can effectively market through creativity and grassroots efforts.
The document discusses different methods for profiling audiences, including quantitative, qualitative, socio-economic, psychographic, geodemographic, and age-based research. Quantitative research uses numbers and statistics to show things like how many people watch a TV show or buy a product. Qualitative research helps understand audiences through focus groups, questionnaires, and interviews to learn their likes, dislikes, and opinions. Socio-economic research examines income, education, and occupation to understand audiences' social and economic positions. Psychographic research analyzes interests, attitudes, activities, and personality to categorize people. Geodemographic research uses geographic data to target people in certain neighborhoods. Age profiling notes that people of similar ages often have shared interests due to
The document discusses different methods for profiling audiences, including quantitative, qualitative, socio-economic, psychographic, geodemographic, and age-based research. Quantitative research uses numbers and statistics to show things like how many people watch a TV show or buy a product. Qualitative research helps understand audiences through focus groups, questionnaires, and interviews to learn their likes, dislikes, and opinions. Socio-economic research examines income, education, and occupation to understand audiences' social and economic positions. Psychographic research analyzes interests, attitudes, activities, and personality to categorize people. Geodemographic research uses geographic data to target people in certain neighborhoods. Age profiling notes that people of similar ages often have shared interests due to
2. 2
Executive Summary 1-3
Promotional Targeting and Objectives:
Message 3-4
Target Market Profile 4-5
Objectives 5
Objective One 6
Objective Two 6
Objective Three 6
Promotions:
Promotional Mix 6-7
Promotion One 7-8
Promotion One Visual Aid 9
Promotion Two 10-11
Promotion Two Visual Aid 12
Promotion Three 13-14
Promotion Three Visual Aid 15
Sources/Works Cited 16
3. 1
Executive Summary:
Introduction
On behalf of the Detroit Lions Organization we are happy to introduce to you our new ad
campaign to bring not only bring the product of sports but also have an impact on the young
minds of our youth. Today we are introducing the ad campaign #LionSmart. This campaign will
have many different components to it including a sales based component, a brand based
component, and a social media based component. This ad campaign will be run to impact the
young kids in Michigan. Many young kids look up to star athletes, by running this campaign we
hope to impact and motivate kids to strive off the field not just on the field. We want to
emphasize on the School side of the athlete and how the athletes are not just big athletic monster
but they are also very intelligent human beings. We plan to do this in various ways such as,
Social media school related trivia, player visits to schools around Michigan, rewarding kids for
their success in school, and many other promotional concepts. If the players in our organization
can impact the kids around the state not only do we help them we also help our organization by
gaining new followers.
Message/Target Market
The message we are sending is that the Detroit Lions are smart. With this campaign we
are targeting kids ages ten to fifteen, who are actively involved in sports or are connected in
some way with sports, whom also are enrolled in school within Michigan and has an
understanding for technology. This target market is perfect because of the amount of influence
others have on them whether that be their friend, family, teacher, coach, or any other connection
they have. Also with this target market you find a lot of them are trying to fit in or be the cool,
4. 2
with this campaign we hope to be able to influence one with expectations of them influencing
others.
Objectives
We are creating this campaign with hopes to increase brand awareness, social media
involvement, and increase merchandise sales. We choose these objectives based on the target
market and what areas we felt they needed to be introduced to more heavily and these goals we
felt were very realistic and attainable. The Objectives will be met by the help of our great
promotional ideas based on our ad campaign #LionSmart.
Promotional Component Brief
The promotions will be incentive based. They are all intertwined by the ad campaign and
are centered around Kids and their focus on school. The first promotion we plan give back to the
schools in the area and try to build up a good public image for our brand as well as influence the
kids and motivate the kids to aim there focus on school and have athletics come second we plan
to do this by visiting schools around the area. The second promotion we are trying to get the
target market more engaged in Social media by having the players posting trivia questions on
various school topics with awarding those who answer correctly with prizes such as memorabilia
and Lions Gear, the winners will be picked at random with hopes to not only increase social
media involvement but also get the kids thinking. The Third promotion we are going to give the
kids incentives for doing well in school. We plan to do this by rewarding them when they present
a photocopy of their report card with either some sort of memorabilia such as a t-shirt or some
sort of discount on other more expensive memorabilia. These we feel are very realistic
5. 3
promotions with fairly attainable goals nothing to crazy which is why I think this campaign will
turn out to be a success for the Detroit Lions.
Conclusion
We feel that the way we approach our target market via our ads and other great
promotions will draw them into participating with at least one of our promotional ideas. We also
feel with the target market they will influence others as well as be influenced drawing a bigger
crowd. Technology is another great reason this campaign will be a success. You as a reader can
expect to be entertained by our promotions and will see why we think that the way we market
ourselves as whole will end up resulting in meeting our goals we set for ourselves with this
campaign.
Message Statement: The Detroit Lions are smart.
I am selling this entity because everyone looks at athletes as another dumb jock and so they are
known for their athleticism, not their intelligence. But what many don’t know is a lot of these
football players are very intelligent. Before entering the league all football players trying to take
the next step and become professional must take a test called the Wonderlic Personnel Test also
known as the WPT. As stated in an article by assessment psychology, “today more than 2.5
million job applicants in companies across the nation are given the Wonderlic test as part of the
hiring process” (Assessment Psychology Online, 2005). This being said the athletes are taking
the same test as many normal successors in the world yet they are generally labelled as dumb
jocks. The average offensive lineman scores a 26 this is as high as the normal news writer and
higher than your normal sales or bank teller. This goes to show that football players are not as
dumb as many people think they are. Many of the most successful people in the United States are
6. 4
current or past football players. One example is Peyton Manning, his net worth is “185 million
dollars” (The Richest, 2015). This was stated in an article on the richest, this net worth is not just
based on football salary but also entrepreneurial investments such as Papa Johns. What I am
trying to get at with this is that most athletes have a lot more intelligence than they are perceived
to have. I am also selling this entity to motivate little kids who are involved in athletics to not
just focus on athletics but also on school. The emotions I am trying to grasp with this entity is
motivation. Kids see their idols doing something which in the end makes them want to do the
same thing they want to be who they look up too. If we sell the intelligence of the team then the
kids will want to succeed in school as well as on the field just like their idols. The Value I am
trying to infuse with this is to focus in school and it will show not only in the classroom but also
in athletics.
Target Market: Kids Ages 10-15 who live within Michigan
This is different from the current customer base because you are targeting the fans who do not
have any income and rely on their parents for any spending they do. I believe this is a great target
market because you are targeting them at such a young age and an age that they are highly
influenced by those around them. This meaning if there friend is a fan then they want to be a fan
because they want to be like their friend, and or they want to be “cool.” By targeting young you
can develop a strong fan base as well as a loyal fan. If you can influence their life in anyway and
have a great impact on them at a young age they are more prone to become a life-long fan. This
is also an age that they are influenced by those idols they have.
Kids who live in Metropolitan Detroit Ages: 10-15, in school, Lack in motivation, who idolize
athletes, is involved in athletics, enjoys being around friends and family, is influenced by those
7. 5
around them, struggling in school due to effort, spends the weekends playing and watching
sports with friends and family, uses technology daily, Huge sports fan .
The benefits, needs, and wants they have at this age are very similar and really go hand in hand.
They seek at this age is acceptance, this is the age at which kids are influenced the most. Kids
want to be “cool”, they want to fit in, they want to be like their peers, they are very influenced,
they look up and idolize those older than them, and they are really trying to find themselves.
They need the latest and greatest things whether this be clothing, accessories, or even
technology. They also have a social need meaning they need to know what’s going on around the
world they need to know the latest gossip or sports news, this goes along with the want and
benefits of fitting in with the crowd. The decision maker in this case would pry be the kids
parental figure. They are the ones who make most of the decisions for their kids at these ages,
especially the financial decisions. Their motive to purchase is based on their wants and benefits.
They make purchases based on what’s in and trending, as well as what their peers have. If their
peers have Nike shoes, they want Nike shoes, if their peers have a Calvin Johnson jersey, they
want a Calvin Johnson jersey. This is what I mean by they are very influenced by those around
them and solidifies why I think this is a good target market.
Objectives: The Main objective is to really emphasize that there is more to athletes than the
athleticism that is shown on the field and that there is a focus on not just athletics but also
academics. I want the organization to have an impact on the kids around Michigan academically
and to motivate and help them strive in the classroom as well as on the field. What I am trying to
promote to my target market is to focus more on school than on athletics because athletics can
only get you so far, and there is still life after athletics.
8. 6
Objective one (Brand Based): To increase brand awareness by 5% among my target market over
the course of a Season. I choose to accomplish this because the target market is not aware of the
athletes off the field. I plan to measure this by the use of the hashtag on social media.
Objective two (Social Media Based): To increase social media involvement by 7% among my
target market by the midway point of the season. I choose this because we want our target market
actively interested in our social media pages and to advertise our players to the kids at a young
age and keep them interested. You can measure this by the involvement in such a social media
based thing.
Objective three (Sales Based): To increase merchandise sales by 6% among my target market
within the first half of the season. I choose to accomplish this because the more merchandise you
sell the more you get your name out there, and with my target market being influenced by their
peers I feel like this is a fairly easy objective to be met. I will measure this by the sales of youth
and kids clothing, memorabilia, accessories and more.
Promotional Overview: The Overall Concept of the Promotions is to incentivize the kids in a
way to really make them realize how important academics are, making them focus more heavily
on school, and encourage them to do better in school. The hopes of our promotion is to have an
impact on our target market in some way in an academic sense. Our promotions are created to
encourage them, keep them to continue thinking and reward them for their academic
achievements. We created the campaign #LionSmart to really focus on a new target market a
younger than normal one with the hopes of impacting them in some way shape or form.
Everything in this campaign is school focused which is how our promotional mix all fits
together. We choose this because school is important and it starts at a young age, also the target
9. 7
market we choose is very influenced by those around them so what better way to influence them
than through their favorite sports team or favorite athlete.
Promotional Idea number one (Brand Based): The title of my promotion is called Saved by the
Lions. This promotion is part of the #LionSmart Campaign. I choose this title based off the show
Saved by the Bell and old school related television series. This promotion is brand focused and
really want to impact the Detroit Lions brand and show that the Lions are a lot more than
athletes. I plan to accomplish this by having the athletes go around to a select few of the
Metropolitan Detroit area schools speaking to students about the importance of school, reading to
them, helping them in school, and giving back to the community. This will make the students
aware of the intelligence of the athletes, while making them realize that they have to also do well
in school not just on the field to excel in whatever sport . The schools will be selected by
random. To be selected a teacher must submit their class, then a school will be drawn at random.
This will happen once a week only on weeks of home games because of the time of travel. The
Lucky few who win this will get a visit from a group of about six lions and will get to meet, take
pictures with, get autographs from and eat lunch with them. This will take part early on in the
week because of the busy practice week for all of the athletes. Each athlete will take part in this
promotion. This will be funded by the MDE (Michigan Department of Education), MHSAA
(Michigan High School Athletic Association), Ford, Subway and Many other sponsorships. The
Lunch will be provided by Subway one of our sponsors of not only this promotion but a sponsor
of the ad campaign. I choose the Primary sponsorship of MDE and MHSAA because we want to
have an impact on the future of the kids and emphasize that it is academics first and athletics
second. We choose Subway as our secondary sponsor and provider of food because eating
healthy not only benefits your body but it also benefits your mind. This is different than any
10. 8
involvement the lions have. The closest thing to this that the Lions are involved in is Play 60, but
this is more school oriented rather than physical activity based. This is part of the incentives
promotional mix because it will encourage the kids to do better in school, and give them that
extra motive. When they hear their idols talking about school and success it will incentivize them
to want to do better not only on the field but also in the classroom. It will impact my target
market forever and give them really an experience of a life time. It will also hopefully impact
their school work. We believe that this promotion is very plausible and will have a major impact
on our target market and can create an increase in our fan base in the long run. We feel that the
biggest strength of this promotion is the impact it will have on the kids, every kid dreams of
meeting their favorite athlete this will create a memory that will be remembered forever. The
Weakness of this promotion is getting the athletes to work around their weekly practice schedule
in order to take part in this. However I think overall this promotion will be of great success and
meet the objectives set for it. Below is a visual aid of one of the Advertisements we will use. It is
a picture of the cast of Save by the Bell but with Lions Players faces photo shopped into it. I used
Save by the Bell not only in my name for the promotion but also in the advertisement because it
is a relatable school oriented television series to connect the focus of our campaign as well as our
promotion.
12. 10
Promotional Idea number two (Social Media Based): The title of the second promotion is are
you smarter than a Lion? I chose this title name because it is similar to the game show are you
smarter than a fifth grader, but with a little lion twist. This promotion idea is a social media
focused. We plan to set up a trivia based promotion where we will have the athletes post school
related question on a day to day basis on various social media pages those who answer the
question correct will have a chance to win a prize. Each day we will be drawing five winners at
random from those who answered the question correctly. We hope to get our target market
involved more heavily in the social media sense and we plan on friends and family being a big
influencer in this, in the sense of if someone they know wins one of the prizes it will likely make
them want to take part in it. The prizes will be some sort of Detroit Lions memorabilia ranging
from a T-shirt, to a foam claw, all the way to a jersey. The prizes will be paid for by our sponsors
of the ad campaign. We hope for the outcome not only to be an increase in the social media
involvement, but also to have the kids learn something in the process. This promotion is also a
part of the ad campaign Lion Smart. Right now we do not have any promotions similar to this
one and are hoping to increase our social media presence within the organization. This is also an
incentives promotion, but unlike the last one you will be rewarded with an actual prize such as a
T-shirt, which will be the incentive to take part in this promotion. We also have the hopes of
having the athletes post and come up with the questions, to have a player and kid interaction in a
sense. This promotion impacts the children and makes them actively think throughout the week
outside of the classroom as well as reward them for their intelligence. This idea is very feasible
and can easily meet the objective of increasing social media involvement. We feel the biggest
strength to this promotion is the social media presence in the day and age we live in making it
that much more effective. The weakness to it is that we will really have to advertise a lot to get
13. 11
the ball running. Attached Below is the first advertisement we plan to hand out at the first Lions
Home game. The Advertisement is a Billy Madison poster with Matthew Stafford Photo shopped
in as Billy Madison. I choose this because Billy Madison not only is a School related film where
he goes back through school as an adult but also because no kid wants to end up like him. I
choose Matthew Stafford as the face for the photo shop because he is really one of the main faces
of the Detroit Lions.
14. 12
Promotional Idea number two visual Aid:
Matthew Stafford
Presents:
#LIONSMART
Are You Smarter
Than A Lion ?
15. 13
Promotional Idea number three (Sales Based): The Third and final Promotion is a sales based
promotion. The name of this promotion is called Lion Scholarly Discount. I choose that name
because I felt it fit for this promotion. This promotion is an incentives promotion, rewarding
those kids who do well in school. This promotion will be run at every home game throughout the
year. Each kid who brings in a photo copy of their most recent report card will get 10% off for
each A received, 5% off for each B received, and 3% off for each C received. The maximum
discount you can receive being 50% off, or simply a reward of our special Lion Smart T-shirt
Free. This discount will be limited to One Detroit Lions Souvenir and will be run in all of the fan
shops in Ford Field. The Promotion we hope will get people in the fan shops and end up buying
more than just the one souvenir. So in a sense we are rewarding the Kids for their academic
accomplishment while also luring them into the fan shop where it is filled with Detroit Lions
Gear. The hopes are that with this promotion we will see an increase in sales of Detroit Lions
Memorabilia. This is an incentive focused promotion, rewarding the kids with a discount or a
free Lion Smart T-shirt encouraging kids to do well in school and they will be rewarded. This
also is true in real life if kids do well in school they will be rewarded in the long run whether that
is a scholarship or even eventually a degree. There are many discounts given throughout the year
at Ford Field but none of them are focused at kids and associated with school so this is how our
promotion differs from any of the normal promotional discounts. This is a very plausible
promotion, who doesn’t like being rewarded for their hard work whether that be in the classroom
or even on the field. The Strengths to this promotion is that it is very encouraging to the kids
when you are rewarding them for doing well in school. The weaknesses is that we will really
have to work hard at advertising and making people aware, in order to get the results we hope for
and get people to bring in photo copies of their report card. This promotion is also part of the
16. 14
Lion Smart campaign. Attached below is a visual aid of one of the Lion Smart T-shirts which
will be given out for this promotion. On the Front is a Lion holding a book and pencil as a
symbol of school or academics, along with a flag with the Lions Logo. On the Back Is the
Campaign title followed by some of the sponsors who have made this Campaign possible,
without their funding, donations, and sponsorship this whole campaign would not have been
possible nor would any of these promotions.
18. 16
Works Cited
Assessment Psychology Online. (2005, March 1). NFL Testing Provides Valuable Lesson for All
Employers. Retrieved from Assessment Psychology:
http://www.assessmentpsychology.com/nfl.htm
The Richest. (2015). Richest NFL Players. Retrieved from The Richest:
http://www.therichest.com/celebnetworth/athletes/nfl/peyton-manning-net-worth/