Sharpie permanent markers were invented in 1964 and are the top-selling markers worldwide. Sharpie offers a variety of marker products beyond just their classic marker, including liquid pencils, stainless steel markers, paint markers, and highlighters. Sharpie's mission is to inspire self-expression and creativity through their products. They are proposing a "Boss Off" contest where people submit doodles of their bosses for a chance to win, in order to drive more traffic to Sharpie's social media platforms and increase sales. The proposed budget for the 6-month campaign is $50,000.

1. MARISSA LOUGHRIGE
NMDL SUMMER 2011
Monday, July 25, 2011

2. THE BEGINNING
Sharpie was invented in 1964 and is
the number one selling permanent
marker in the world.
Since its introducGon, Sharpie has
developed a loyal following and a wide
array of uses – from autograph signing
to fine art.
The full line of Sharpie markers
is perfect for people who want
to express themselves and
"uncap what's inside."
Monday, July 25, 2011

3. PRODUCTS
The Sharpie permanent marker
was the first pen-style permanent
marker. Today it is the preferred
autograph marker of athletes,
celebrities, politicians and more.
A high quality tip and superior ink
allows users to write on virtually
any surface – from wood and
stone to plastic and metal and, of
course, paper.
Sharpies are sold in several tip
sizes, from Ultra Fine to Magnum.
They are available in 30 colors,
including metallic silver
Monday, July 25, 2011

4. PRODUCTS
Sharpie Pen ‐ won't bleed through paper
Sharpie Liquid Pencil‐ writes like pen, erases
like a pencil
Stainless Steel Sharpie with etched logo
Permanent Markers
Industrial Markers
Paint Markers
Highlighters
Monday, July 25, 2011

5. TARGET
As the ultimate advocate for self-expression, Sharpie® enables consumers to Uncap What’s Inside™.
Hence our mission : To inspire people to "uncap what's inside" and express themselves creatively!
Monday, July 25, 2011

6. TWITTER
16,695 followers
Goal: 35,000 followers
Monday, July 25, 2011

7. FACEBOOK
1,888,705 fans
Goal: 2,500,000 fans
Monday, July 25, 2011

8. BLOG
Also found in StumbleUpon, YouTube, and Flickr!
Monday, July 25, 2011

9. THE IDEA
We are encouraging a “Boss Off”. Yes, similar
to that of a dance off. Whether you love,
hate, loathe, or feel so‐so about your boss,
we are encouraging you to doodle a picture of
your boss with any type of Sharpie Marker,
and submit your picture to our gallery,
facebook page, twiWer page, or blog.
We will spread word of our contest with web‐
banners and tradiGonal adverGsing on
products bought in store.
Purpose: to direct more traffic to our “not so
out of the box” thinkers, creators, or writers.
We will track the success based on 2010 sales,
as well as increased number of fans and
followers.
Monday, July 25, 2011

10. BUDGET & TIMELINE
Sharpie has 97% brand
awareness
$50,000 for 6 months
Roughly $4,160 for
Facebook, TwiVer, and Blog
(each)
$12,500 for monitoring
(Google AnalyZcs)
Monday, July 25, 2011