The document discusses Apple's marketing strategies targeting college students. It provides insights from a survey of over 200 Apple users, including that half use their Macs 16-24 hours per week and look for long battery life. Advertising ideas are proposed, including showing a student unable to finish a paper on a dying PC but able to on a Mac. The creative brief outlines convincing students that MacBooks are worth the investment due to discounts, features like battery life, and quality.

1. Apple
Innovative Wheelhouse
Haidy Andrada
Abigail Fesl
Josh Massaro
Aaron Whitcher
Jason Wojcik
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2. Creativity
● “Shot on iPhone 6” campaign focused on the
user and his/her ability to create.
● The consumers drove the campaign.
● Ads were from users who sent pictures of their
favorite scenes taken with their iPhone 6.
● Apple’s campaign promotes and utilizes the
user’s creativity.
● The relevant connection between the brand and
its target audience is that the pictures and videos
are taken by iPhone 6 users.
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3. Branding
● Logo: Simplified bitten apple. It has come in
different variations, like, white, black, chrome,
and rainbow.
● Tagline: “Think Different”
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Identity

4. Branding
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Headquarters: Cupertino, CA Apple store
Architecture

5. Uncovering Insights
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6. Primary Research
● A survey was conducted on Qualtrics.
● There were 12 questions.
● The questions were regarding Macs
○ customer satisfaction
○ product features
○ branding.
● Over 200 people took the survey
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Survey

7. Survey Questions
1. How many Apple products do you own?
2. How many years have you been an Apple user?
3. How satisfied are you with your Apple product(s)?
4. Do you use a MacBook, a MacBook Pro, or a
MacBook Air?
5. How many hours per week do you use your Mac
6. For what purpose(s) do you use your Mac?
7. What do you look for in a Mac product?
8. How important is battery life for the Mac?
9. Have you benefited from Apple’s Education
services?
10. How important is it to you that Apple has special
discounts for students?
11. What is the most important factor when choosing
Mac over other competitors?
12. How often do you think about switching from Mac
to another brand?
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8. Survey Results
1. Out of 200 respondents, 45% of users said they
owned at least one to two Apple products.
2. 66% of users said they have been an Apple user for 5
or more years.
3. 49% of users said they were satisfied with their
Apple product.
4. 64% of users said they use a MacBook Pro, 22% use
a MacBook Air, and 14% use a MacBook.
5. Half of the respondents said they use their Mac for
16 to 24 hours a week.
6. 91% said they use their Macs for both personal and
business purposes.
7. When asked what they looked for in a Mac product,
56% said they look for long battery life.
8. 54% said that battery life is very important.
9. 54% of users said they have never heard of Apple’s
Education services.
10. 71% said it is very important for Apple to have
special discounts for students
11. 84% said the quality of the products was the most
important when choosing a Mac over the
competitors.
12. 59% of respondents said they never think about
switching to another brand, while 35% said they
sometimes think about it.
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9. Secondary Research
What are the trends in the client’s industry?
Apple is usually the trendsetter.
Apple made the first personal computer, the first
smartphone, and the first smartwatch.
Apple continues to set the standards of the technology
industry.
How does the client compare to its competitors?
Mac vs PC ads helped start “wars” between fans.
Mac vs. PC wars are now over.
Compatibility across platforms.
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What do the consumers think of the client and its competitors?
According to the survey, Apple users are loyal to the brand.
One a consumer uses an Apple product, they are more
likely to buy another Apple product.
Many consumers believe Macs are higher quality and less
prone to problems and viruses.
What real or perceived differences make the client special?
Apple products are customizable and user-friendly.
Stylish, lightweight, and long battery life.
Prestige/high quality.

10. Industry
● Apple is number one on the World’s Most Valuable
Brands list (Forbes, 2015)
● The Macintosh has gone through many
transformations over the years.
● Known for its “stylish design, high performance
levels, and competitive pricing.” (Mallin and Finkle,
2011)
● The Mac has held its position as the brand leader
since its creation in 1984 (Mallin and Finkle, 2011).
● Apple continues to set trends.
● Multibillion dollar company
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11. Company
● Apple has been in business since 1977.
● Started up by Steve Jobs and Steve Wozniak.
● High points: Macintosh, MacBooks, iPhone, and iPod.
● Low points: Apple Watch
● Lives by 3 principles: empathy, focus, and impute.
(Allen, 2011)
● Tries to create personal connection to customers
through products
● Most heavily covered technology company. (Pew
Research Center, 2010)
● Recently joined up with ConnectEd to help support
schools and students with its products.
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12. Brand
● “Apple Corporation is one of the most
profitable, and socially influential companies
that ever existed.” (Kubilay, 2015)
● “Think Different” Ad campaign
● “Get a Mac” Ad campaign
● Each Macbook that is released is lighter and
faster than the last.
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13. Consumer Analysis
● Students have a favorable attitude towards Macintosh computers for their youthfulness and stylish
appeal. (Nevid and Pastiva, 2014)
● Consumers liked PC for being reasonably priced and good for gaming.
● Emerging users tend to be students
● 300 stores worldwide
● 36% of sales come from domestic customers. It’s international markets include Europe, China, Japan, and
the Asia/Pacific region. (Vault, 2014)
● Branding strategy focuses on emotions
● Provides excellent customer service.
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14. Competition
● Biggest competitor: Microsoft.
● A consumer will be more likely to purchase a product if he/she can
experience it first and understand why it is worth the purchase.
● “A More Human Way to Do” Ad campaign for Windows 10 focuses
on the future "new generation" who will grow up with new
technologies like voice interaction, touch screens, digital pens and
more that will be supported by Windows 10.
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15. Diversity
● “Shot on iPhone 6” campaign used photos
taken by real users on their iPhone 6. The
photos were taken of anything from people
to places to animals.
● “Ethnic groups dominate the purchases of
numerous products and services.”
(Drewniany and Jewler, 2012, p. 65)
● Website features people of all ethnicities.
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16. Strategy
College students
Ages 18-22
Students who want a laptop that is lightweight,
has long battery life, and is good quality.
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Target Audience:

17. Strategy
Big Idea: MacBooks have everything a college student needs for school work. Promote benefits of owning a
MacBook like low battery life and student discount.
Tone of voice: Friendly, informative, trendy, modern
Competition: Microsoft PC/Windows
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18. Creative Brief
Who is the target?
College students around 18-22.
Where am I now in the mind of this person?
54% of participants have never heard of Apple
Education discounts.
Where is my competition in the mind of this person?
Microsoft has a diverse line of laptops and most
people are more familiar with them. They’re also cheaper
compared to MacBooks.
Where would I like to be in the mind of this person?
Promote the student discount and MacBook features
like its battery life and how it’s lightweight.
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What is the big idea?
Convince college students that with the discount,
features, and high quality, that MacBooks are worth buying.
What is the supporting evidence?
The survey shows that the majority of Apple users
are satisfied and have been long term users.
What is the tone of voice?
Friendly, informative, and modern/trendy
McCann Erickson’s Role-Playing Approach

19. Ad Ideas
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20. Ad Ideas
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21. Ad Ideas
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22. Ad Ideas
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23. Ad Ideas
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24. Words on Paper
The two students are sitting in the library finishing up a paper they have been working on all night.
The PC student’s battery dies mid-way through his paper causing him to lose all his work.
He grunts, “Why does this always happen?!”
The student using the Mac finishes and offers his computer because he has plenty of battery life to spare.
The PC user finishes up his work and thanks him. mentioning that he needs to get a Macbook so this issue
never happens again.
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25. Layouts
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Best Sketch: Actual Ad:

26. Radio Ad
The radio ad will focus on the long battery life of the MacBooks.
Two students are sitting in a library writing a paper on their laptops. One has a MacBook and the
other has a PC.
The ad will use unique sound effects from both computers.
The PC user gets the “low battery” signal on his computer and complains that he forgot his
charger. The Mc user finishes his/her work and offers to let the PC user borrow his Mac to finish
his paper.
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27. Television Ad
The TV ad will be the same as the radio ad but with more emphasis on the visuals.
Two students are shown sitting in the library writing a paper for a class. One with a PC, the other
with a Mac. The Apple logo is clearly shown on the back of the laptop.
PC user complains that his computer’s battery is dying. and he scrounges around in his bag for his
charger only to have no luck.
Mac user mentions how his Mac’s battery is still going strong. He happily finishes paper, saves his
work, and offers to let his friend borrow his Mac to finish his paper so he doesn’t have to run all
the way back to his dorm.
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28. Direct Marketing
● Handouts and catalogues will be used to raise awareness of the Apple Education
discounts.
● They will be sent to college campuses where they are easily accessible. Students
can also be recruited to directly hand them out.
● Includes MacBook features and how it benefits students
● Includes coupon for a free laptop case with the purchase of a MacBook.
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29. Alternative Advertising
We suggest that Apple use Groupon, which is a website that offers deals to consumers.
Through Groupon, Apple can offer discounts for its devices, or offer a free iPad with
the purchase of a MacBook product.
Continuity programs promote repeat purchases and brand loyalty.
Apple could use this to its advantage and offer discounts and promotions for repeat
purchases.
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Groupon

30. Alternative Advertising
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Promote the Twitter page with incentives to
take action.
Get the audience involved with Apple and
the retail stores.
Cater to the loyal Apple fans who have/use
multiple devices.
Give ideas of what users would want to ask
Steve Jobs (if he were still alive).
Make the tweet personal.
Call to action for college students to enter
a contest on their mobile device.
Tweets

31. Client Pitches
The Innovative Wheelhouse aims to target an audience who can become consumer for
life.
The target audience is college students around the ages of 18-22. Students need a
computer to succeed in school, and we want to help fill that need.
Campaign theme: All college students at work. The MacBook will help.
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32. Client Pitches
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Ad 1: Ad 2: Ad 3:
Two students working hard. The PC
user has a low battery, while the
Mac user is still going strong.
Will focus on diversity. University
logos will cover the apples.
The Mac can be used as a
creative tool. For students
with creative interests like
art or music.

33. References
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35. References
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