Lead Account Manager of the winning team in a B2B Advertising class (ADV 122) at SJSU. We were asked to develop an integrated branding communications plan for Cisco, with a $3million dollar budget, and an overall objecting of increasing awareness of Cisco's brand among Millennials aged 20-29 years old. There were a total of 5 teams and the winning team had the chance to present their ideas at Cisco's headquarters in San Jose, California.

1. Isadora Busch Andrew Davis Aleksandra Karichkina Kiely Pieper Lucas Morales Yvonne Nguyen Morissa Romero Geoff Rossi
It is closer than you think.

2. AGENDA
Executive summary Situation Analysis Key Problems/Opportunities Marketing Objectives/Strategies Communications Objective Creative Strategy Media Plan Print Advertising Digital Advertising Sales Promotion Events/Sponsorships Direct Marketing Public Relations Campaign evaluation Budget Summary

3. Executive Summary
Objective
Target Audience
Millennials (20-29) currently working or planning to work in the information technology industry
Strategy
Use a brand communications mix of Print and Digital Advertising, Events/Sponsorships, Sales Promotions, PR, Internet/Social Media, and Direct Marketing , to deliver the key message: Tomorrow Starts Here and It’s Closer Than You Think
Budget
$3 Million for 2015
To increase millennials (20-29) awareness of Cisco’s leadership in the Internet of Everything and mobility market.

4. MARKET OVERVIEW
The revenue generated by the Internet of Things’ suppliers is estimated to reach $309 billion per year by 2020.

5. Brand Overview
Cisco’s value proposition
Connecting people around the world easier and faster
Cisco’s key product features
The next step in the evolution of the internet and helping change the way we work, live, play and learn

6. Customer Profile
Primary Target
Secondary Target
Millennials (20-29 year olds) who are currently working in the IT industry
Millennials (20-29 year olds) who are planning to work in the IT industry

7. Competition
HP
IBM
Oracle
Product innovation in core markets Focus on cloud, security, and big data
Wide range of ways to get involved and be heard
Flexible , comprehensive, modern, and secure
Dedication to every client
Trust and personal responsibility in all relationships

8. Key Problems/Opportunities
Cisco must find an effective way appeal to new business customers in the 20-29 years-old demographics (millennials) Increase congruence between Cisco’s brand identity and brand image Become a more customer-centric company
Problems
Integrated architectural approach Internet of Everything Bring your own device; mobility market
Opportunities

10. Marketing Objectives
To develop a plan for a millennial-focused brand experience program Create awareness for Cisco's leadership position in the Internet of Everything To create a series of customer engagement programs that align millennial's to Cisco's Mobility market space To create an advertising campaign to communicate Cisco's vision To monitor, measure ,and influence on change management values.

11. Marketing Strategy
To use a brand communications mix of: Public Relations/Social Media Digital and Print Advertising Events/Sponsorships Sales Promotions Direct Marketing

12. Communications Objective
Brand awareness To increase target audience unaided brand awareness by 10 percentage points Key Message Awareness To achieve 50 percent target audience unaided awareness by end of campaign Liking To increase target audience brand liking by 10 percentage points Preference To increase target audience brand preference by 10 percentage points Intent-to-purchase To increase target audience intent-to- purchase by 10 percentage points

13. Creative Strategy

14. It is closer than you think.

15. Simplify Change Capture
Simplify the IT industry for a better understanding
Change the people’s vision of the IT industry
Capture their attention with fun, excitement, and thrill

16. It is closer than you think.

18. Budget Total ( Print/Digital )
$1,711,500
Millennials (20-29) who are working or planning to work in the IT industry
PRIMARY: North America (U.S. & Canada) SECONDARY: Brazil, Russia, India
Average Frequency of five exposures to the ad message for both audiences
[
[
[
At least 70% of primary audience At least 65% of secondary audience
[

24. DIGITAL
ADVERTISING
[

25. • Twitter
• Facebook
• Pandora
DIGITAL
ADVERTISING
[

31. PROMOTION

32. SalesPromotion
To raise awareness, create buzz, and build long-term brand preference for Cisco among millennials
Objective
Strategy
• “World of Tomorrow” contest
• To achieve sales promotions objectives by using franchise-building promotion

33. Create “World of Tomorrow” Facebook page in five major countries for the Cisco market United States, Canada, Brazil, Russia, & India “What’s your image of tomorrow? How do you see the future? Cisco wants you to share your vision of the future by providing us an original image or sketch with a brief description of how you think the World of Tomorrow will be like.” All submissions for the World of Tomorrow contest will be made through the Facebook pages

34. 1st place: $10,000 + the opportunity to present his/her World of Tomorrow winning idea to John Chambers at Cisco’s headquarters in San Jose, California with all expenses paid (Grand Prize) 2nd place: $5,000 3rd place: $3,000 4th-10th place: $1,000
Budget Total
$150,000
10 Winners will be awarded the following prizes

37. Sponsorships
&

38. Events / Sponsorships
• To reach out to millennials from college throughout the world and make them more aware about Cisco.
• Inspiring them to reach out to Cisco
• Traveling across the nation to the top 10 IT schools
• Go to multiple countries that have Cisco headquarters
• Send reps from our closest sights.
Budget Total
$600,000

39. • Educate millennials about Cisco
• Educate millennials about the World of Tomorrow
• Available Jobs for millennials coming out of college
• Cisco’s great working environment
• Hand out flyers and have email sign-ups
Discuss with students the future of Cisco as well as their future with Cisco

40. We will be visiting the top 10 IT colleges in the US (Fall & Spring):
• California Institute of Technology
• Camegie Mellon University
• Cornell University
• Georgia Institute of Technology
• Massachusetts Institute of Technology
• Purdue University
• West Lafayette Campus
• Standford University
• University of California at Berkeley
• University of Michigan
• Ann Arbor
• University of Illinois at Urbana-Champaign
We will also be visiting colleges in Brazil, Russia, India, and Canada:
• University of San Paulo (Brazil) - Fall
• Bauman Moscow State Technical University (Russia) - Spring
• Bannari Amman Institute of Technology (India) – Spring
• McGill University (Canada) – Spring

43. Objective
To get millennials to sign up at college events so that we can send them email blasts
Strategy
• Personalized email blasts to contact interested and capable IT or business students from top colleges around the world
• Personalized email blasts to contact Cisco database of millennials
Budget Total
$71,400

46. Public Relations
Build awareness and generate positive publicity for the Cisco brand among millennials (20-29) who are currently working in the IT industry or planning to work in the IT industry
• Conduct a global research on millenials
• Have a big media event with the findings of the research
• Use social media to engage with millennials and build relationships
Budget Total
$299,990

47. • Facebook, Instagram, Twitter, LinkedIn
• Generate publicity about World of Tomorrow contest & college booths
• Use social media channels to engage and build relationships with millennials
Public Relations
Use a trusted research company to gather information on over 1000 millennials globally and collected data
• Host a media event in New York, at Conrad Hotel located in lower Manhattan for press release promoting World of Tomorrow research findings
• CEO John Chambers will serve as guest speaker for media event
• Lunch will be provided for journalists of key publications in IT industry

49. Objective Percentage Points
a)Brand awareness 10 b) Key message awareness 50 c) Brand liking 10 d) Brand Preference 10 e) Intent-to-purchase 10
• Perform a pre-campaign and a post- campaign survey
• Distributed online and through email to 5,000 current Cisco customers worldwide
• Goal for both pre and post-campaign surveys will be 300 respondents
• Automatically entered for a drawing (Visa gift cards & Apple iPads) after completion of survey
• Pre-campaign survey will be distributed the first week of January 2015 and tabulated by February 1, 2015
• Post-campaign survey will be distributed in January 2016
Budget Total
$62,198