Re-Branding Playboy

Welcome to the new look and
feel that is…

Welcome to the rebranding project for

Presented by:

The History
• Founded in 1953 by Hugh Hefner with a financial investment
of $1000 dollars which was loaned to him by his mother. Hugh
Hefner turned that money and a dream into a globally
recognized brand.

• Today, Playboy is the 50th most recognized brand in the USA
and has a global reach that includes 1.5 million print
subscriptions, a massive digital presence and a footprint of
merchandise and clubs that span the world.

“It was the magazine that carried the brand, now the brand carries the magazine.”
Hugh Hefner, 2010

•The first issue dropped on December of 1953.
•First magazine focused on male entertainment
•Featured monthly interviews of notable
public figures
•Ads focused on style and luxury
•Articles targeted at educated men

The magazine generally reflects a liberal editorial stance,
which hasn’t changed much in its 58 years.

•Print subscriptions peaked at over 7 million issues
•Playboy was able to extend a magazine into a brand that
included…but was not limited to:
- 40 Playboy clubs globally.
- The legendary Grotto and the Playboy Mansion
- Casinos
- A full clothing line & apparel for men & women

…And the intangible…The Playboy Lifestyle

Although this may sound
impressive, some say that
Playboy’s best days are
behind them.

Modern Day Playboy
Subscriptions now total 1.5 million.
Down from a high of 7 million.

40 Clubs down to a handful globally.
No more DC-9.

No more DC-9

At least the Mansion and Grotto are still there…
but even the lavish parties are no longer as frequent
as they used to be.

We are here to change that.

Here’s how…

Logo Facelift
Goal: Maintain recognition of the icon
without losing its iconic imagery.

•Beveled edge adds depth and black
bunny evokes mystery and intrigue

•A touch of red added to the bowtie
signifies a few key objectives:
Indicates passion
Grabs attention and is HOT
A symbol of happiness and
prosperity in China

So join us in welcoming the new,
“Naughty” Playboy.

Rebranding Objectives
• Introduce/Increase awareness of the “new” girl next
door to a younger male demographic: 18-34

• Promote the revamped content, format and diversity of
Playmates and featured Celebrities

• Persuade male segment of Playboy’s brand superiority.

• Increase awareness of Playboy Enterprises brand
extensions (iPlayboy, products, clubs…)

• Measurable goal: INCREASE overall (online and print
media) subscribership by 15% or 255,000.

Consumer / Audience
Analysis
 Shift the target market to ethnically diverse, modern men, ages 18-34.

Playboy men are Experiencers, Strivers and Early Adapters but they don’t
look like they used to. This isn’t Daddy’s Playboy anymore.
From this… To this.

www.getkempt.com/linkout/bunnies-snoop-dogg-and-woody-allens-feverish-imagination.php

Consumer / Audience
Analysis
Current Print subscriptions: Current Online subscriptions:
1.5 million 160,000
Gender: 81% male Gender: 72% male
19% female 28% female

Age: 50% 18-34 Age: 37% 18-34
50% 35+ 45% 25-49
Median Age: 36 18% 50+

Median HH Income: $55,620 Median HH Income: $86,006

 Maintain core brand elements to show Playboy is still loyal to long-time
subscribers throughout IMC rebranding initiative.

Creative Strategy
 Objectively focus on increasing online subscriptions at $8/m or $60/yr
o Print subscriptions average a meager $12/yr with higher overhead
o Meet the target demographic where they are: ONLINE
o Shift interest of brand to include a lower HH income bracket

 Target men: various ethnicities, 18-34 age bracket, technologically
inclined with available discretionary income living face paced lives and
looking for the next hottest topic and trend.

 The “Naughty” Theme is emotionally oriented > sex appeal & allure
o Unique selling point of superiority in content, photos, cross
platform access to all the brand offerings
o The unattainable becomes attainable – Featured Celebrities
o Brand evoked lifestyle: It’s smart, sexy, edgy, and within reach
-A blend of affective and conative tactics used as needed

Creative Strategy
 The facts are undeniable and Supported by 58 years of brand equity
o Oldest men’s entertainment magazine
o Highly recognized brand - #50 in United States in 2011
o One of the worlds most popular men’s websites with more than
5 million unique global visitors and 45 million page views monthly!
o Beat Penthouse & Hustler combined by 1 million issues in 2011

 Constrained by a limited advertising budget of roughly $1 million
and one year timeline, creative strategies & tactics will be maximized.
o Decisive use of sexual connotations and nudity
o Negative perceptions and press must be monitored closely

Facebook Marketing
 Currently there are 88,294,040 males in this demographic

 With a CPM range of .22-.37 we plan on hitting them all…reason…

Sample ad that will appear on the walls of 18-34 year old males all year long

Average Facebook user has 229 friends
What a user sees by clicking on the ad  Playboy Facebook page.

This happens on Erik's Timeline…but more importantly…

All of Erik’s friends see it as well.
This collaterally exposes all of Erik's friends and generates awareness to the brand.

…If only 10% click on it that’s 22
new likes to the page…

The power of 1 can make anything go VIRAL
One .50 add has the potential to bring awareness
to thousands.

Pulsating Schedule
 Additional media sources will add bursts of higher advertising intensity
throughout the campaign year.

Sponsored Twitter Feed
– Promoted Trend to create buzz during Q1
of campaign. #Playboy

Billboard/Poster Advertising:
NYC, LA, Las Vegas, Chicago,
Miami & Houston
-Concentrated during high tourist,
trade show, travel & sport
seasons.

Product Placement
Classic Product placement!
Playboy will provide at no charge a suite of
merchandise to “popular” TV program
characters in order to obtain product
placement advertising.
 INCREASE BRAND RECOGNITION,
RECALL, and ASSOCIATION with celebrities
the target market is constantly exposed to.

TV & Streaming

15 Second Static Spots

Sales Promotion & Direct
Marketing Tactics
Traditional Tactic – Direct Mail
 Utilize Playboy’s verified subscriber database
 Target past subscribers to receive one free,
“Naughty” issue at random
o Reconnect and familiarize them with the
new Playboy
 250,000 copies will be sent out during the
campaign year
 Will allow Playboy to sell more advertising
therefore increase revenue and brand
awareness.

Guerrilla Marketing

 Stage character actors dressed as
Hugh Hefner and Playmates >
running down the street being
chased by Hugh Hefner

Target same major metropolitan
areas as outdoor advertising.

Interact with photos and establish
a with audience/consumers

Lifestyle Marketing
 Playboy sponsorship & promotional events at clubs and bars focused
geographically near colleges in areas with a high 18-34 male demographic.

Social media (Facebook and Twitter) will be used as the core
promotional tool will draw in appropriately segmented crowds
(male and 21+)

Opportunities for:
o higher level of remembrance
o interaction and touch points
o creation of leverage points or brand introduction
o BUZZ and word-of-mouth
o College girl issues to be handed out to core demographic

Co-Branding Advertising

o Co-Op with well known alcohol brands.

o QR codes printed onto the bottles.

o QR Codes are only accessible via Mobile
Devices and can take the user anywhere
in Real-Time. – Newer Tactic.

o Directs user to dedicated landing page
with specialized content

o Playboy will have the ability to track all
analytics / results from this effort

Publicity / Press Release

• LEAK of Q1’s “Naughty”
Celeb, Lindsey Lohan
• BUZZ and needed
publicity
• Leaks will occur on
purpose to generate
BUZZ

For Immediate Release Media Contact: 888-555-6666
14 December 2011

PLAYBOY ANNOUNCES NEW LOGO AND BRAND REVISION
Playboy Marketing

CHICAGO, December 14, 2011 – After 58 years the iconic Playboy logo will undergo a facelift to reflect a new awareness to the
change in culture around Playboy. Playboy while continuing to promote the core products that are synonymous to the brand will be
unveiling the new “Naughty” campaign over the next year in quarterly phases.

Parts of this new branding effort will be the release of the redesigned logo on all marketing, product branding and imagery associated
with the Rabbit Logo, which has a new look and feel to it yet still remains true to its iconic imagery.

The new integrated marketing communications-rebranding efforts will focus on adaptation to the growing Mobile market emergence,
a younger male demographic and a revitalization of the format, content and Playmates featured. Playboy will also be more accessible
on multiple digital platforms while integrating its marketing jointly with the subscription publication, outdoor and print advertising, Co-
Op advertising and Playboy owned entertainment destination locations.

For more information about the new Playboy log and Brand mission visit us at www.playboyrebrand.com.

“Playboy is one of the most recognized and popular consumer brands in the world. Playboy Enterprises, Inc. is a media and lifestyle
company that markets the brand through a wide range of media properties and licensing initiatives. The company
publishes Playboy magazine in the United States and abroad and creates content for distribution via television networks, websites,
mobile platforms and radio. Through licensing agreements, the Playboy brand appears on a wide range of consumer products in
more than 150 countries as well as retail stores and entertainment venues.”
###

Budget Allocation

 Utilizing
objective-and-task
format for 2012
media spend

Total Estimated Spending:
$1,171,038

2012 “Naughty” Timeline
 Quarterly Focus for recurring promos – Direct Mail & Social Media
 Seasonal focus on outdoor, stealth/buzz, and TV advertising

8-week 15-second commercial Sept: 15-second commercial
Social Media Social Media
St. Patty’s Day: Twitter Promo July: NYC & Chicago Billboards
Jersey Shore: Product Placement Stealth/Buzz
Las Vegas billboards Two and a Half Men: Product Placement
Direct Mail Direct Mail

Jan Apr July Oct Dec
Social Media Oct: 15-second commercial
Houston, Miami & LA Posters Social Media
Direct Mail Co-Ad w/ Alcohol campaign
Sponsored Parties
Two and a Half Men: Product Placement
Direct Mail – Holiday Issue

“Plan B” – The Backup
Strategy
 GO INTERNATIONAL 100% 2006 Worldwide Pornography Revenues

o China, Mexico, Taipei, Japan
Reaching a potential saturation point in the
USA, going elsewhere to emerging markets
will be fruitful.

Tight restrictions exist on pornographic
images in places like China, the need for
Playboy merchandise is in an open
marketplace

“Plan B”
In the Asian market the emergence of the brand has generated word of
mouth buzz, enough so that Playboy is seeing an ROI of 36% on last
years investments of Consumer goods such as clothing and Playboy
labeled products. Playboy will continue to create stores and clubs in the
Asian market where the magazine is banned.

In countries where anything goes such as Cancun, Mexico following
traditional and new digital media strategies need to be deployed in full
force

China, which has a ban on Facebook, will not be a social media-
advertising target but the equivalent Renren will be. Renren has over 100
million users and is a prime market to tap into for Playboy marketing.

Popularity increases
after death…
emotional connection.

Hef will be succeeded
by one of the following:

Aston Kutcher John Stamos Scott Baio

Running Head: PLAYBOY IMC REBRANDING

Playboy Enterprises, Inc. IMC Rebranding

Andrea Farrell, Erik Granato, & Matthew Kruger

Tunxis Community College

Integrated Marketing Communications

Professor Nancy Grassilli

PLAYBOY IMC REBRANDING 2

Table of Contents

Executive Summary.................................................................................................3

Product Information ...............................................................................................4

Consumer Information/Audience Analysis ..............................................................6

Creative Brief/Strategy ...........................................................................................9

Media Selection ....................................................................................................12

Sales Promotions and Direct Marketing Tactics ....................................................17

Publicity ................................................................................................................20

Press Release ..............................................................................................21

Budget ..................................................................................................................22

Timeline ................................................................................................................24

Plan B – The Backup Strategy ................................................................................26

References ............................................................................................................28


Executive Summary

Founded in 1953 by visionary Hugh Hefner, the American men’s magazine Playboy has evolved

into Playboy Enterprises, Inc. (PEI) and one of the world’s most recognizable brands, in 2011 it is listed

as the 50th most recognized brand in the USA. Strong brand recognition brings with it an entourage of

advantages and disadvantages depending upon how it is marketed. With 58 years of brand equity

under its belt, Playboy has become too comfortable as its lounged in the maturity stage of its lifecycle,

and flirting with decline. It is time for a fresh perspective and an infusion of younger subscribers and

emerging international markets. Quoting Hugh Hefner from 2010 on his thoughts about Playboy, “It

was the magazine that carried the brand, now the brand carries the magazine.”

Playboy’s new bunny is “Naughty”, and the 2012 integrated marketing communication-

rebranding theme is focused on introducing a new “girl next door” to the young men in the 18-34 age

demographic. Sights are set on increasing awareness of new the intrigue of the magazine’s playmates,

revamped formats related to ads and article content well as introducing the famous or well-known

celebrity “bad girl” that will be featured each quarter to create buzz and encourage print purchase due

to collectability. Persuading segmented male consumers that Playboy is superior to other male

entertainment magazines and that the brand evoked lifestyle is smart, sexy and within reach. Since the

older Playboy reader already has an established trust in the brand and the print media, the campaign

will utilize a verified method of direct mail to rekindle previous subscriber’s connection with Playboy

magazine. The other key objective is to increase awareness about Playboy Enterprises’ iPlayboy tablet

access, branded products and clubs that lie outside the realm of the magazine to single or married

men, ages 18-34 in the United States; pulling in an additional concentration on reaching out to ethnic

demographics other than Caucasians. The measurable goal for the “Naughty” campaign is an overall

subscribership increase of 15% with a primary focus on online and secondary focus on print.


Also rolling out will be a newly polished logo. This slightly

embossed bunny sporting a red bowtie incorporates a modern feel

without abandoning its classic integrity or compromising existing, high

brand recognition of the established logo. The touch of red color added

to the bowtie signifies a few key objectives. Red indicates passion, it

grabs attention, it is HOT, and is a symbol of happiness and prosperity in

China, a key element to this rebranding effort. So join us in welcoming

the new, “Naughty” Playboy.

Product Information

Playboy’s first issue hit the newsstand in December 1953

featuring Marilyn Monroe. Playboy was the first magazine focused on

male entertainment and features monthly interviews of notable public

figures, such as artists, architects, economists, composers, conductors,

film directors, journalists, novelists, playwrights, religious figures,

politicians, athletes and race car drivers (Wikipedia). The magazine

generally reflects a liberal editorial stance, which ha changed little in

its 58 years. Playboy Enterprises developed not only a successful print

magazine but extended the brand outward to establish a brick-and-mortar presence in the market

place as well. Nightclubs were even opened up all over the world; alas all of those original clubs closed

their doors by 1988 (Lansing, Michigan). In 2007 resurgence began, marked with Playboy opening its

first new club in the Palms Casino, Las Vegas. In 2010 Playboy opened clubs and casinos in Mexico and


Macau, and in May of 2011 a club opened in London. The iconic Playboy mansion that opened in 1971

is alive and well and is a popular facet of the Playboy brand. It continues to be a place of exotic events

and mystery. Playboy has a presence across every possible media (TV, Radio, Wireless, Print) as well as

a consumer outlet. They have undergone numerous brand extensions over the years.

In 1996 Playboy launched their online pay site, at playboy.com allowing users immediate access

electronic content and it has evolved ever since. The Cyber Club has current and archived

subscriptions, and the Playmate fan club incorporates an interactive element allowing users to

download images, and chat with Playmates (answers.com). According to playboyenterprises.com,

Playboy.com “is one of the world's most popular men's websites, with more than five million unique

global visitors and nearly 45 million page views monthly.” It integrates and expands upon the editorial

base of the magazine to make the Playboy experience more interactive, amusing and customizable.

Currently the Playboy the “brand” has over 5.6 million fans on their Facebook page, this demographic

and medium will be the gateway for the “Naughty” campaign.


Consumer Information / Audience Analysis

To best know who to reach and how to reach them through the “Naughty” campaign, a

breakdown of current print and online subscriber demographics can be seen in Figure 1. Psychographic

details of the core age and gender demographic (man 18-34) later referenced will provide great insight

as to how the current and potential target market behaves and is influenced to purchase.

Figure 1. PBS.org & 2011 Playboy Media Kit Demographic Data

Playboy Print Subscribers: 1,500,000 Playboy.com Online Subscribers: 160,000

gender gender
male 81% male 72%
female 19% female 28%

age age
18-34 50% 18-34 37%
35 + 50% 25-49 45%
Median Age 36

household income household income
$50,000+ 56% $60,000+ 50%
$75,000+ 35% $75,000+ 40%
$100,000+ 22% $100,000+ 26%
median $55,620 median $86,006

marital status marital status
married 38.00% married 39.90%
single 46.00% single 45.90%

employment status
employed full-time 65.00%
student* 7.00%

*Currently attending college/university

Source: MRI, Spring 2011 Source: Comscore, Spring 2011

Playboy is an evolved product that exists for a multitude of reasons and provides a sense of

fulfillment to consumers and a chance to taste the outgoing lifestyle that Playboy embodies. The

primary desire to purchase a subscription is to access a higher quality of female nudity in a more exotic


or fantasy-like setting. In terms of consumer behavior, the 18-34 target demographic is highly

comprised of Experiencers and Strivers according to VALS2 typology (Clow & Baack, 2011, pp. 89).

These early adapters and influencers that comprise nearly 50% of the typical Playboy man, have high

levels of discretionary income and are looking for what’s new, hip and stylish. They are an idealistic

group that want to get the most out of life and are not heavily influenced in a moral sense. In addition

to the nudity, they are purchasing not only the Playboy subscription but also the brand. Due to

tradition and what their father’s fathers did before them, there is a coming of age element that the

bunny brings. Playboy is everything that a young man might aspire to be; it is a highly glorified and

lavish philosophy/lifestyle. This element of the brand will be embraced and expanded on for a more

modern time and generation. 2006 Worldwide Pornography Revenues

Internationally, Macau in China is the most

densely populated region in the world and 95% of

the 541,200 total population is Chinese

(Wikipedia). Even in 2006, China accounted for

nearly 30% of the pornographic revenue

worldwide; this is a male culture Playboy must

also keep in mind if United States promotions are

less than fruitful.

Playboy has been predominantly

Caucasian when it comes to spotlighting ethnicity

but based on the GfK MRI survey of the American Consumer in fall, 2010 seen in Figure 2 on the

following page, Hispanic, Asian and African-American consumers are even more likely to base their

buying styles on brand as an indication of quality. Playboy is known for quality in its industry and the


shift of focus to a younger, more technologically inclined market, while incorporating more ethnic
Figure 2.
diversity into the content (Playmates, as well as

advertising) will be important in expanding customer

base and increasing subscriptions.

Due to the financial demographic information

found in Playboy’s 2011 Media Kit referenced back in

Figure 1, it is the strategy of this campaign to focus

promotional efforts in areas that will encourage a

gradual downward shift in the financial majority of subscribers.

Even though the average of the median household incomes from 6 core metropolitan areas

(New York City, Los Angeles, Las Vegas, Houston, Chicago, and Miami) according to the 2011 HUD

Estimated Metropolitan Area Median Family Income Listing of $64,800 is higher than the current

median income of Playboy subscribers, these areas are high in terms of tourism and also have a large

single population that earn $35,000 to $50,000. It will also show the existing higher end subscriber that

Playboy is still loyal to their market.

Habits and hobbies (sports, television show preferences, alcoholic brand consumption, video

game and online game choices as well as entertainment choices) of the new target demographic will

also be considered when establishing the media mix, sales promotion, and direct marketing tactics.


Creative Brief / Creative Strategy

Plan Objectives

Many view Playboy’s best days as a thing of the past, but through this campaign they will be

relevant once again. Subscriptions at there peak were 7 million issues per month in 1972, the time of

free love, curiosity and being the only show in town did not hurt. Today that number is 1.5 at million

magazine subscribers, roughly 1.7 million if online subscriptions are included. Through this campaign

goal of increasing subscribership by 15% across platforms would bring that number to nearly 1.95

million. At current subscription rates for iPlayboy/playboy.com online priced at $8.00 per month or

$60.00 per year and print magazine subscriptions averaging a meager $12.00 a year, there is a

potential to increase subscription revenue from $2.5 to $15.3 million depending upon the media split.

The underlying intent in increasing subscriber numbers is so that the audience will be collaterally

exposed to the Playboy’s ancillary brands, which in turn will increase bottom line revenue, and warrant

larger advertisers to buy in due to the wider reach. Broadening the mainstream focus ethnically will

also open the doors to advertisers that may not have originally considered using Playboy.

Through this IMC rebranding, social media (Facebook, Twitter and YouTube) and other new

technologies will be used, as well as billboards in major metropolitan locations. 15-second TV spots, co-

branding promotions, guerilla/buzz marketing tactics, a quarterly direct mail campaign, and strategic

TV product placement will round out the mix. It is crucial to establish a younger and loyal readership

base in the 18-34 male demographic and the advertising strategy will be essential in persuading

consumers that Playboy is far superior than its competitors and the prime American male experience.

The initiative to establish a stronger foothold in the 18-34 segments will create long-term customers

who will stay with the brand into their later years, as well as create a new leverage point for consumers

to help in shift brand perspective and rejuvenate it in terms of cognitive and affective communications.


Target Audience

As the Demographic numbers from 2011 state that Playboy has a 50/50 split between the age

groups 18-34 and 35+; the goal is to tip the scale in favor of the 18-34 age group and broaden reach to

diverse ethnic groups in that age range. Focusing primarily on men rather than trying to increase

female subscribers will prove an effective use marketing dollars. From a psychographic perspective,

targeting women would not make sense given the nature of the magazine. Promoting online access

and lower subscription rates will help entice the younger demographic and possibly lower the average

medium household income of subscribership to $35,000 to $50,000 - showing that one does not have

to be rich to be a Playboy man. This goes for not only subscription advertising but also in creating

awareness in the target market that were not previously aware of the width and breadth of the

Playboy brand in terms of clubs and other products. The “Naughty” campaign theme strategy is to

appeal to the 18-34 demographic that may not have considered Playboy as more than their dad’s old

porno mag. They live technologically based, fast paced lives and are looking for the new trends and

hottest topics. “Naughty” will break through the preexisting perception of Playboy to increase intrigue

and awareness in a way they won’t be able to forget.

Message Theme

The “Naughty” campaign is enticing current and potential subscribers with the fact that the

new Playmates, ads, content, interviews and subject matters are moving to a level relevant to the

reader. The rabbit is not dead, just dated. By focusing Playboy’s unique selling point of superiority in

terms of quality content and the quantity of photos, cross platform access as well as stores and clubs,

subscribers will gain entry to a new social network where the perceived unattainable becomes

attainable. The copy platform for this rebranding will be oriented towards the emotional process and

will focus on sex appeal and the allure of the Playboy lifestyle and experiences. Access to celebrities,


beautifully “bad” girls, and excitement, sprinkled with information about what 18-34 year old men

love; sports, technology, video games, cars, style, alcohol, and of course the pleasure of women. All of

this delivered to your mailbox or by visiting a website.

Support

The fact is Playboy is the oldest men’s entertainment magazine. Longevity and superiority is on

their side. In 2011 Playboy’s ranking in brand recognition rose 4 spots to #50 out of 100 out of all the

U.S. brands (rankingthebrands.com). People know Playboy and it has set the standard. Playboy’s

positioning statement is, “Nothing comes closer to the hearts and minds of men.” This statement is

supported by a 2011 industry/competitor comparison in which Playboy beat Penthouse and Hustler in

total combined circulation in 2011 by over 1 million issues (Wikipedia).

Constraints

The budget of roughly $1,000,000 will ensure that every minute and drop of creative juice is

used to the maximum. Strategic planning in terms of timeline and media mix will allow “Naughty” to

attain the widest reach possible, gain maximum exposure, and accomplish the primary objective in the

limited, one-year campaign run. Sexual connotations and nudity must be used decisively and in the

appropriate settings. Negative perceptions should not be fueled. Magazine sales are banned in many

foreign countries do to the racy nature of the content and photos. This barrier limits international print

subscription growth but opens the door for other channels like stores, clubs and online access.

Highlighting and harnessing existing brand recognition in a technical or edgier theme or setting will

help over come constraints when promoting.


Media Selection

Considering Playboy is one of the most recognized logos around the world the need to educate

the consumer of what it is in not necessary. Playboy’s logo is an icon that only needs to define what it

is selling in order to make its point

and it is that aspect of Playboy’s

brand equity that needs to be

redefined in terms of the core 18-34

target market.

Traditional and new digital

media strategies need to be deployed in full force. There will be some traditional media in the mix in

the form of billboards that showcase brick-and-mortar locations as well as the “Naughty” theme, and

15-second TV spots. But social media and interactive technologies will be core focus in supporting the

goal to increase awareness through frequency/opportunities to see, and establishing fresh brand

recognition amongst the new target segments.

A new media tactic will be used in the rebranding strategy that includes QR codes that will take

the user to online content containing behind the scenes footage, bloopers, and racier content. This

online content will be subscription based, if pulled from a print magazine, which will allow for an

additional revenue stream. The non-subscription based QR codes will play a role in sales promotions

noted later.

Social Media is what a business uses to reach the end user when they are not looking at

“traditional” marketing. Facebook alone has 800 million users and 500 million people use it every day

for 1 hour per day and when the user is on a mobile device like an iPhone/IPad that number of online

usage doubles (hubspot.com). Currently there are 62.3 million Facebook users in the United States


alone. In the U.S. using a CPM strategy, Playboy will target all males from 18+ and no further

restrictions. This tactic is expected to cost between 22-37 cents per thousand to be seen and has

potential to be clicked on.

The marketing objective for Facebook is simple; post ads, which result in clicks to the Playboy

Facebook page. Those clicks generate collateral awareness to the friends of the clicker, where the

average Facebook user has 229 friends (pewinternet.com). By Default Facebook posts a message to the

page of the clicker as well as a message in the news stream alerting those 229 people that the clicker

has just “liked” facebook.com/Playboy. One can think of this as digital word of mouth advertising.

Using a cost per thousand in the beginning will allow for a wide reach of the audience at the least cost

to the advertising budget. The goal is to generate awareness to the brand using Facebook ads. The

baseline number of “likes” will be measured to gauge the effectiveness of the campaign as well as the

insights or analytics provided by Facebook which show click through rates. These insights will provide

understanding in the effectiveness of not only the campaign but allows Playboy to adjust copy and

images in real-time to generate more clicks if necessary. The Facebook advertising mission is to bring in

more likes which in turn will bring more awareness to the brand, which will then be measured, in more

subscriptions signups that will be a Facebook-only-feature to accurately measure overall effectiveness.

The CPM tactic should deliver sufficient traffic to the site resulting in goal conversions (new

subscriptions), but if it does not, the switch to a CPC can be made with the expectation to pay between

52 and 85 cents per click. Advertising using this methodology will be more focused and targeted to the

end user to maximize dollars spent.

Advertising on Facebook needs to be in the form of Sponsored stories and Facebook ads.

Facebook allows the ad creator to make as many campaigns as needed therefore creation of ads for

each demographic would be the first tier. Second tier would be to specifically target an interest of said


demo. Advertising on popular Facebook games such as Mafia Wars and Farmville must be

implemented to increase reach of the 18-34 male target market.

Twitter, the “Promoted Trend” advertising tactic will cost $120,000 per time and will be

implemented once during the “Naughty” campaign during Q2. Other big-name clients who use Twitter

to advertise are Virgin, HBO, Samsung, JetBlue, and others. In addition to promoted trend slots, which

appear on the right side of any Twitter user's home page, Twitter also offers promoted accounts and

promoted tweets that could be taken advantage of if the need arises. This will allow people to tweet

about Playboy and create an immediate push of information out to their followers and other Playboy

tweeters.

Social and online advertising needs to be stronger since the world is now mobile. Advertising

sponsored Twitter searches and YouTube advertising are among the simplest to develop considering

they are either simple copy or just the logo, which will generate high product recall. This tactic will help

keep advertising costs down and allow for the other marketing dollars to be allocated to more costly

media channels.

Based on the cable network profiles seen in Figure 3 on the next page, the television

commercials will be strategically aired during the demographics’ peak viewing time between 9pm and

5am on channels like: Comedy Central, ESPN, FX, G4, MtvU, NFL Network,

Speed and Spike to target the desired male age group. Due to the large

market we are targeting we will spend $5 per thousand and while a focus

of the ads will be the same cities being targeted with billboards to increase

recall they will be aired nationally for greater reach. According to Inside

TV’s, Lynette Rice, men ages 18-49 are watching the following shows in

force: Family Guy (3.2 million), The Simpsons (Fox, 2.9 million), and Two and a Half Men (CBS, 2.8


million). While it might not be optimal to advertise on networks stations due to content and

budget constraints, these could be some of the more influential shows to work product/logo

placement into. The Simpsons are not strangers to the Playboy brand as it is.

Figure 3.

Subscriber
Channel: Viewer Demographic: Age:
Base:
Men Women Channel Description:

Comedy Central is the first choice for distinctive comedy. As a highly
targeted, vertically programmed network, Comedy Central also
Comedy Adults delivers one of cables most concentrated, upscale audiences among
66% 34%
Central 18-34 key demographics. Comedy Central offers viewers a fresh perspective
on politics, news and entertainment with a unique sensibility that can
be found only at Comedy Central

ESPN is the world leader in televised sports, offering the widest and
most diverse schedule of sports programming available. The network’s
ESPN 72% 28% philosophy is to present a wide variety of broad appeal and narrow
interest sports including sporting events and sports news, information
and lifestyle programs.
FX is the flagship general entertainment basic cable network of the
Fox Entertainment Group. Launched in June of 1994, FX is carried in
more than 79 million homes. The diverse schedule includes a growing
Adults
FX 51% 49% roster of distinctive original series and movies, an impressive roster of
18-49
acquired hit series, an established film library with box-office hits from
20th Century Fox and other major studios, and marquee sports such
as NASCAR.

G4 is a 24-hour television network plugged into every dimension of
Approx. 60%
games, gear and gadgets, featuring all original programming dedicated
of Americans
Adults to the passions and lifestyle of the video game generation. More than
G4 play video &
12-34 20 series take an inside look at the gaming culture, showcasing the
computer
hottest trends, the newest tricks and the geniuses behind the video
games
game revolution.

A 24-hour college network devoted to every aspect of college life.
College 730 College
MtvU reaches college students everywhere they are: on TV in dorms
MtvU students 18- Campuses
and common areas, surfing the web, on wireless handsets, or just
24 Nationwide
walking around campus.
Devoted solely to the most popular sport in America, football, the NFL
NFL
Male Skewed Network provides an “insider’s” perspective into NFL’s past, present
Network
and future.
SPEED, celebrating its 10th Anniversary in 2006, is the nation's first
and foremost cable network dedicated to motor sports and the passion
for everything automotive. From racing to restoration, motorcycles to
movies, SPEED delivers quality programming from the track to the
Speed 82% 18%
garage. Now available in nearly 70 million homes in North America,
SPEED is among the fastest growing sports cable networks in the
country and an industry leader in interactive TV, video on-demand,
mobile initiatives and broadband services
Targets
mainly
Spike 62% 38% Spike honors the best in horror, sci-fi and fantasy entertainment!
Men 18-
49
Source: Proving Ground Media - http://www.pgmedia.tv/news_profiles.html


Billboards or poster outdoor advertising will be featured in New York City, Los Angeles, Las

Vegas, Houston, Chicago, and Miami during high tourism seasons and during sport seasons to

maximize on exposure and reach. According to Clear Channel Outdoor, the world’s largest outdoor

advertising company, Bulletins which will be used in New York City, and Las Vegas “provide continuity

of an advertising message” as well as “deliver high frequency at each location, sustains name and

image awareness and assured dominance in selected areas,” all of these benefits are in line with the

“Naughty” project objectives. Posters which are more cost effective than bulletins and will allow

Playboy to increase the number of panels and subsequently the 4-week eyes-on Gross Rating Point

(GRP) level in terms of a measure of impact and number of impression on Adults 18+ for the same or

less in cost. These will be used in Chicago, Houston, Los Angeles, and Miami and will be purchased for 4

weeks.

Figure 4.

Source: Clear Channel Outdoors :: Media Planning Guide – 2010 Bulletin & Poster Eyes on Rate Card


Sales Promotion and Direct Marketing Tactics

The Playboy brand as previously noted is extremely recognizable but the variety of products

and services it has to offer are not as familiar to consumers as they should be. Due to this

brand/product disconnect with the consumer, sales can be missed or lost to other competitors in that

particular market, may it be that of online subscriptions or other forms of male entertainment.

Therefore sales promotion relating to the “Naughty” campaign is crucial to familiarize and connect the

18-34 male target market with the brand’s revamped offerings.

Product placements in traditional television media, will allow for high reach and low cost per

contact (Clow & Baack, 2011, pp. 207). In working to influence the male segment, having Ashton

Kutcher of Two and a Half Men wear a baseball cap like he often does, but with the new Playboy logo

on it. This tactic would also work well if Pauly D of the Jersey Shore wore a t-shirt with “iPlayboy” on it

during an episode given the style influence he and his t-shirts have on the 18-34 demographic. Playboy

branded products will be shipped and distributed for free to all cast members of the targeted shows

mentioned. A complete line of clothing and Playboy accessories such as bedspreads, robes and posters

will be at their disposal to wear what they feel comfortable wearing. By sending out free merchandise

we will attempt to circumvent the costs associated with product placement and in turn aim for an

Abercrombie & Fitch like incident that will generate free press to the attention given to the use or no

use of the product line.

Sponsorship of promotional events around colleges and nightclubs in the 6-targeted major

metropolitan cities will increase the target market’s awareness of the new Playboy and all it has to

offer. Sponsoring parties at local/close to campus bars and using social media (Facebook and Twitter)

as the core promotional tool will draw in appropriately segmented crowds (male and 21+) allowing


opportunity for a higher level of remembrance through branded entertainment (Clow & Baack, 2011,

pp. 266). Incentives to buy products will be provided at such events, utilizing guerrilla-marketing tactics

to inform patrons of Playboy’s products, services and new edge. For example having an iPad available

for people flip though the entire playboy archives on iPlayboy as they wait in line for the bathroom

may create a leverage point or serve as an introduction to this extension of the brand.

Opportunities to interact and touch points with the target market on a lifestyle marketing level

will be used. Having a Playmate run a booth/stage at touch points like sporting events, college

campuses and race car events will create buzz. The booth will feature challenges and games informing

young males of the vast array of products and services as well as providing incentives to buy. The focus

is on persuading the target market that the Playboy brand and products can and will satisfy there

needs better then the competition’s and to achieve this through material experiences with the

magazine, clothing, girls and electronic access. Working to get one free issue of Playboy’s college girl

issue into the hands of men in the target segment at these touch points as well as building

relationships with the consumers will be priceless.

An application for mobile phones can be developed to keep the Playboy brand in the face of our

target market for relatively no cost. A $.99 app that sends users a picture of Playboy’s “naughty girl” of

the day would create buzz and encourage word or mouth advertising. The app would also include

have-to-view ads and provide the ability to place the Playmate or logo as wallpaper-background

showing brand loyalty. If the “Naughty” campaign takes off and necessary capital is available, a new

project for Playboy smart phone video games may be implemented. The focus of this game would be

to provide time and place utility in the form of individual entertainment during dull moments. Learning

from past mistakes, this would be less expensive to produce unlike Playboy’s 2005 “Playboy: The


Mansion” videogame for in home gaming systems that bombed in sales and customer reviews

(ps2.ign.com).

Co-advertising with a high-end alcohol company will be established by going to bid among the

market’s top brands (Absolut, Johnny Walker, Heineken, Hennessy, and Bacardi) with a secondary

focus on ethnic preference (alcoholbars.com). The object of this will be to utilize a publicity element

and create buzz through the battle of the brands that are in the running to be tagged with a QR (Quick

Response) Code on the back of large bottles providing one free month access to one of Playboy’s many

subscription venues (Playboy.com, iPlayboy, Playboytv.com, Playboy magazine). QR codes were

originally created by a subsidiary of Toyota called Denso and were used in the automotive industry as a

new type of Barcode (Wikipedia). These codes have been quickly adapting themselves into worldwide

marketing campaigns and can take the user to virtually anywhere on the web or beyond. These codes

are only accessible by a smartphone with a camera and therefore are targeted directly at our early

adapter audience as well as anyone with an iPhone/Android type mobile device. This new technology

promotion will create large buzz from early adapters who primarily use the QR codes as well as

increase traffic on Playboy’s site - in turn increasing advertising profits. No ethical issues in regards to

Playboy’s content will arise as a result of this promotion since purchasers must be 21 to buy.

To maximize on instant results and play on individual psychology and human behavior a stealth

marketing publicity stunt/YouTube video will be created. Examples of things to create positive buzz

and encourage viral texting and social media sharing would be having a Hef look-alike chase Playboy

“bunny’s” around a heavily populated public area like the Las Vegas strip or Times Square in NYC.

Another tactic to employ would be to put a life-size cut out of Hugh Hefner, famous Playboy Playmate

or featured “Naughty” celebrity in high pedestrian traffic areas to encourage photo taking and sharing.


The one direct mail campaign will utilize Playboy’s verified subscriber database to randomly

select past subscribers who had a Playboy subscription two years ago but no longer subscribe. These

past subscribers will receive one free, current issue at random that features a high profile “Naughty”

celebrity to reconnect and familiarize them with the new Playboy. These individuals have previously

identified themselves as buyers of the product. This will amount to an additional 62,500 copies per

quarter/250,000 during the campaign year. This push will allow Playboy to sell more advertising

because the population and reach of the magazine will have increased by 6%, thus meaning more ad

revenue and increased awareness.

Publicity

Playboy’s 58 years of existence have been a force in generating PR for Playboy and the team

that has helped build the brand over this time will remain in place. Considering no one knows Playboy

like Playboy in the United States there is no solid evidence or reason to remove any current team

members. If anything, the Company will hire or outsource to new vendors in areas of later projected

expansion, such as China, Taipei and Mexico. These additional team members will allow the company

to understand the culture of these emerging markets as well as language translation, social morays and

legal issues with doing business in new territory.

In regards to US branding efforts Playboy will be bringing additional youthful staff that can

relate to the new target audience that Playboy is looking to penetrate. This new staff will conduct

focus groups to better feel the pulse of the digital and traditional audience. External PR efforts will

focus on spreading the word about the new logo, brand image and message without leaving any of the

core values and iconic imagery that is synonymous with Playboy for the past 53 years. The new

imagery and messages will be delivered through the normal channels of distribution of PR messages as

well as an extensive print, digital and social media blitz.


For Immediate Release Media Contact: 888-555-6666
14 December 2011

PLAYBOY ANNOUNCES NEW LOGO AND BRAND REVISION
Playboy Marketing

CHICAGO, December 14, 2011 – After 58 years the iconic Playboy logo will undergo a facelift to reflect a
new awareness to the change in culture around Playboy. Playboy while continuing to promote the core
products that are synonymous to the brand will be unveiling the new “Naughty” campaign over the next year
in quarterly phases.

Parts of this new branding effort will be the release of the redesigned logo on all marketing, product branding
and imagery associated with the Rabbit Logo, which has a new look and feel to it yet still remains true to its
iconic imagery.

The new integrated marketing communications-rebranding efforts will focus on adaptation to the growing
Mobile market emergence, a younger male demographic and a revitalization of the format, content and
Playmates featured. Playboy will also be more accessible on multiple digital platforms while integrating its
marketing jointly with the subscription publication, outdoor and print advertising, Co-Op advertising and
Playboy owned entertainment destination locations.

For more information about the new Playboy log and Brand mission visit us at www.playboyrebrand.com.

“Playboy is one of the most recognized and popular consumer brands in the world. Playboy Enterprises, Inc. is a media and lifestyle
company that markets the brand through a wide range of media properties and licensing initiatives. The company
publishes Playboy magazine in the United States and abroad and creates content for distribution via television networks, websites, mobile
platforms and radio. Through licensing agreements, the Playboy brand appears on a wide range of consumer products in more than 150
countries as well as retail stores and entertainment venues.”
###


Budget

All of the planning and strategies included within this IMC plan are extraneous without an

operational budget with which to fund them. The advertising and marketing budget for the January 1,

2012 – December 31, 2012 “Naughty” campaign period is set at roughly $1,000,000 and will be

prepared under the objective-and-task format. This will be the most effective budget given the need to

allocate set advertising dollars to specific plan objectives (Clow & Baack, 2011, pp. 102). As

performance and revenue trends are gauged a spending increase may be justified in subsequent years.

Figure 5 breaks down the pricing information used to determine the TV ad spot expense based

in 8 prime television markets as a benchmark: New York City, Washington, DC, New Jersey (Central and

North), Boston, Pennsylvania (Phil. Suburbs/Lehigh), Louisville, KY, Chicago, Illinois Savannah, GA.

Figure 5.

Source: http://www.modernsage.com/pdf/adratesheets.pdf


Figure 6 allocates the expenditures and forecasts for the Company’s 2012 rebranding campaign year.

Mailing costs are calculated at a discounted, bulk rate of $1.00/copy.

Figure 6. 2012 Marketing Spend

ADVERTISING & PROMOTIONAL EXPENSES Allocation
Jan-Mar: Q1
Television ad $79,840
Social Media/Facebook Advertising $25,000
Twitter Promoted Ad $120,000
Product Placement – Jersey Shore $0
Billboards & Posters (Las Vegas) $62,370
Direct Mail - 62,500 addt'l/nonsubscriber issues $62,500

Apr-June: Q2
Billboards & Posters (Houston, Miami, Los Angeles) $285,780

July-Sept: Q3
Billboards & Posters (Chicago, NYC) $158,208
Stealth/Buzz Marketing tactic $0
Product Placement – 2 and a Half Men $0

Oct-Dec: Q4
Co-Ad promotion w/ high end liquor $0
College focused bar party sponsorships $40,000

$1,201,038


Timeline

The “Naughty” campaign will run from January 1, 2012-December 31, 2012. How and when the

dollars are spent will be pertinent in reaching the advertising goal. Efforts will be focused around a

pulsating schedule of advertising to keep a continuous flow of advertising going, accented with

quarterly bursts of higher intensity (Clow & Baack, 2011, pp. 127). Playboy offers annual subscriptions

that can begin at anytime, therefore maintaining a good level of exposure across various media

channels and platforms will provide maximum points of entry.

8-week runs and 112 spots will be implemented during Q1 and Q4 when people are watching

more television due to weather and popular show seasons. Ads will be concentrated on the previously

mentioned channels that apply to the target market.

Outdoor advertising will be focused on NASCAR, Baseball and Football seasons in the respective

cities as well as during peak tourism and travel times. The major metropolitan areas being targeted are

also key players in Trade Show host sites and the individuals who attend them are Influencers and

prime carriers of information.

January 1 – March 31 (Q1) LAUNCH
 Jan – Feb: Feature 8-week celebrity bad girl/iPlayboy 15-second commercial.
 All Qtr: Social Media/Facebook CPM and sponsored ads
 Feb, near St. Patty’s Day: Run Twitter Promoted Ad
 Mid season of the Jersey Shore: Product Placement
 Jan: High Trade Show and Tourism season, run Las Vegas billboards
 Direct Mail of quarterly “bad girl” issue to past print subscribers.


April 1 – June 30 (Q2)
 Posters (Houston, Miami, Los Angeles) – run during prime sport seasons for those areas

July 1 – September 30 (Q3)
 Sept: Feature 4-week celebrity bad girl/iPlayboy 15-second commercial.
 July- 4-week Billboards/Posters in NYC & Chicago during high travel and sport seasons
 Stealth/Buzz Marketing tactics in DC, and other targeted metropolitan areas
 Sept: Product Placement on 2 and a Half Men at the beginning of season

October 1 – December 31 (Q4)
 Oct: Feature 4-week celebrity bad girl/iPlayboy 15-second commercial.
 High-end Alcohol Co-Advertising tactic – implement
 All Qtr: Playboy Sponsored events/parties – staggered - 21+ bars near college campuses
 Direct Mail of quarterly/holiday “bad girl” issue to past print subscribers.


Plan B – The Back up Strategy

If at the end of the 2012 “Naughty” campaign and concentrated male/18-34 subscribership of

15% has not been attained the IMC promotion for the following year will be 100% focused on

International cultures! The primary objective being to create and establish a solid brand presence and

make it accessible to those peoples in a way that will not be inhibited due to cultural, ethical,

electronic and purchasing constraints.

It can be said that Playboy has reached a saturation point in the USA and which is another

reason to keep targeting emerging markets in Taipei, Macau, and Cancun in mind. The demand for

those markets to get their hands on the American experience exists and so Playboy will supply. Playboy

needs to brand the Company in other marketplaces where the economy and need for a western

culture is in high demand. Establishing a presence in other countries will allow for Playboy to not only

capitalize on those markets but also gain reach to a new audience, one that has been repressed by

communist rule or religious ideals.

Considering the traditional advertising methods of the west are not always allowable in other

countries branding and recognition of the name will have to be angled from other mediums or

concepts. In the Asian market the emergence of the brand has generated word of mouth buzz, enough

so that Playboy is seeing an ROI of 36% on last years investments of Consumer goods such as clothing

and Playboy labeled products. Playboy needs to continue creating stores and clubs in the Asian market

where the magazine is banned. The banning of the print magazine only generates more awareness and

curiosity to the image and brand that is Playboy.

In countries where anything goes such as Cancun, Mexico following traditional and new digital

media strategies need to be deployed in full force. In Mexico using the same models, there is a

potential reach of nearly 12 million people. CPM equals 5-10 cents and CPC equals 12-24 cents.


Japan boasts nearly 3 million potential targets but the advertising rate is significantly more.

CPM equals 33 – 72 cents while CPC equals 76-1.67 per ad. China, which has a ban on Facebook, will

not be a social media-advertising target but the equivalent Renren will be. Renren has over 100 million

users and is a prime market to tap into for Playboy 2006 Worldwide Pornography Revenues

marketing.

Based on these statistics as well as the

pornographic revenue chart seen here, a new IMC

strategy with tactics aimed at foreign cultures and

products could be the boost Playboy’s been looking

for since going private in 2009 due to loss in revenue.


References

Alcoholbars.com. (July 10, 2011). Top Alcohol Brands. Retrieved December 5, 2011, from

http://www.alcoholbars.com/top-alcohol-brands.

Answers.com. (2011). Hugh Hefner. Retrieved from

www.answers.com/topic/hugh-hefner#ixzz1fKSmlKd.

Clow, K.E. & Baack, D. (2011). Integrated Advertising, Promotion, and Marketing Communications. New

Jersey: Pearson Prentice Hall. Print.

Clear Channel Outdoor. (2011). 2010 Media Planning Guide. Retrieved on November 30, 2001 from

http://clearchanneloutdoor.com/resources/sales-and-marketing/media-planning-guide.

Familysafemedia.com. (2011). Pornography Statistics. Retrieved December 4, 2011 from

http://familysafemedia.com/pornography_statistics.html#anchor1.

FFIEC.gov. (2011). Census Data Products. Retrieved November 27, 2011, from

www.ffiec.gov/hmda/censusproducts.htm.

Gfkmri.com. (2011). Consumer Insights. GfK Mediamark Research & Intelligence, LLC. Retrieved

December 4, 2011, from http://www.gfkmri.com/ConsumerInsights/AttitudesMindsets.aspx.

Hubspot.com. (2011). Retrieved December 1, 2011, from http://blog.hubspot.com/?Tag=social+media.

PBS.org. (2011). Playboy Magazine Demographics. Frontline. Retrieved October 22, 2011 from

http://www.pbs.org/wgbh/pages/frontline/shows/porn/business/havedemos.html.

Playboyenterprises.com. (2006). Corporate overview. Retrieved November 5, 2011, from

http://www.playboyenterprises.com.

Playboy.com. (2011). Playboy Media Kit 2011. Retrieved October 18, 2011, from

http://www.playboy.com/advertise.


Pgmedia.tv. (2007). Cable Network Profiles. Proving Ground Media. Retrieved November 27, 2011,

from http://www.pgmedia.tv/news_profiles.html.

Ps2.ign.com. (2011). Playboy: The Mansion. IGN Entertainment. Retrieved December 5, 2011 from

http://www.ps2.ign.com/objects/497/4970001.html.

RankingTheBrands.com. (2011). Playboy. Retrieved November 29, 2011, from

http://www.rankingthebrands.com/Brand-detail.aspx?brandID=1836

Rice, Lynette. (2011). Ratings alert: What you're watching if you're 11, 50 or 34 years old (the results

may surprise you!). Inside TV, EW.com, March 15, 2011. Web.

http://insidetv.ew.com/2011/03/15/ratings-by-age.

Wikipeidia.com. (2011). Retrieved from http://en.wikipedia.org/wiki/Playboy,

http://en.wikipedia.org/wiki/Macau,

http://en.wikipedia.org/wiki/Penthouse_%28magazine%29,

http://en.wikipedia.org/wiki/Hustler

Re-Branding Playboy

More Related Content

What's hot

Viewers also liked

Similar to Re-Branding Playboy

More from Talking Finger, social media marketing agency

Recently uploaded

Re-Branding Playboy