The document outlines an integrated marketing campaign for the Squinkies toy brand, allocating $850,000 across magazine, newspaper, online, and social media placements. The campaign aims to increase brand awareness, market share, and sales by 15% through 2012 by promoting new Squinkies product lines across multiple media channels targeting mothers of children ages 6-11. Key elements of the campaign include magazine advertisements, newspaper inserts, Facebook ads, Google Adwords, and promotions on Amazon.com from January to December 2012.

1. Presented by Seda, Vanessa, Yogi

2. Founded in 2000 , Minnesota
Created toys for boys and
girls for all age

3. Launched in July 2010
Packages: 5, 16, 20
Price: $8.50 for a pack of 16
Distribution:

4. Mature market
Grow 2% in 2010 ($21.87 billion)
2011 Trends:
Inexpensive, mini-toys to continue in popularity

5. Small to medium sized toy companies
(40% of toy sales)

6. New Squinkies product lines (2011-2012)

7. Increase brand awareness
Increase market share within the collectible toy segment
Drive sales through increased brand recall
Increase sales by 15%
Integrated the new product lines with the brand

8. Increase brand awareness through media channels that deliver
high reach among our target audience to initiate trial and drive
sales
Increase earned media, primarily within the “Mommy Blogger”
segment, through online channels in order to increase word of
mouth and drive sales
Increase brand loyalty among consumers to fuel future Squinkies
products and line extensions

9. Spent $200-$499 for Spent $500+ for children
children 6-11 in last 12 6-11 in last 12 months
months
Graduated college plus 126 143
Post graduate 123 126
Age 25-34 129 152
Age 35-44 193 215
HHI +$60,000 Greater than 106 Greater than 135
HHI +$150,000 165 180
(Source: MRI reports on Fall 2009 household products)

10. Mommy Bloggers and Kids
 W25-44
Household income over 60,000
Married
High education
Have children between 6 to 11
 K6-11

11. Mom: Go to work
Kid: Go to school
8 AM
Mom: Personal time
Mom: Lunch time
12 AM 12 PM
10 PM
Family Time 8 PM 6 PM 4 PM
Kid: After school
Mom: After work

12. National: Brand awareness campaign
。。。with limited budget。。。
Regional: Sales driven campaign

13. National: Magazine and Online media
Local: Newspaper

14. Reading a print newspaper
All 64%
18-24 47%
25-34 58%
35-44 63%
45-54 68%
55-64 74%
65+ 73%
(Source: Mintel: Media Usage – US – September 2010)

15. The most popular form of coupon remains the
newspaper insert
Household incomes more than $100K are more
likely to use coupons from newspapers

16. Sunday newspapers
1P4C double sided Free Standing Inserts

17. High newspaper readership area:
- New England
- Mid-Atlantic
- East Central U.S
- West Central U.S.

19. Run for 1 week, 3 times a year
before Easter, Summer and Christmas

20. Parents magazine
Index
$200-$499 179
$500+ 168
(Source: MRI reports on Fall 2009 household products)
1P4C advertising

21. November
(before Winter Holiday Season)
“Toy of the year” issue

22. Reading a print magazine
All 63%
18-24 56%
25-34 59%
35-44 65%
45-54 61%
55-64 67%
65+ 68%
(Source: Mintel: Media Usage – US – September 2010)

23. Spent $200-$499 for Spent $500+ for children
children 6-11 in last 12 6-11 in last 12 months
months
Magazine Quintile I 126 107
Magazine Quintile II 104 134
(Source: MRI reports on Fall 2009 household products)

24. Facebook ad and Facebook Fan page

25. Google Adwords

26. amazon.com

27. YouTube

28. Total budget: $850,000
Magazine
21% • Magazine: $174,500
Online
45% • Newspaper: $291,072
Newspaper
• Online: $384,429
34%

29. Magazine ($174,500):
2,200,000 impressions
Newspaper ($291,072):
A FSI in the Boston Sunday Globe it be between $93
and $103 Gross CPM

30. Online media ($384,429)
Facebook:
$1.48 CPC and 1.9 million reach
Google Adwords:
The average CPC rate between $0.41 and $0.92
Amazon.com:
The average CPC rate between $0.1 and $0.2

32. Placements Creative Size Start Date End Date
MEDIA CHANNEL
Parents Magazine Full Page 01-Nov-12 30-Nov-12
15-Apr-12; 15-Apr-12;
Boston Globe (Sunday) Full Page 10-Jun-12; 10-Jun-12;
Dec-9-12 Dec-9-12
15-Apr-12; 15-Apr-12;
Chicago Sun Times (Sunday) Full Page 10-Jun-12; 10-Jun-12;
Dec-9-12 Dec-9-12
15-Apr-12; 15-Apr-12;
Philadelphia Daily News (Sunday) Full Page 10-Jun-12; 10-Jun-12;
Dec-9-12 Dec-9-12
15-Apr-12; 15-Apr-12;
Minneapolis Star Tribune (Sunday) Full Page 10-Jun-12; 10-Jun-12;
Dec-9-12 Dec-9-12
< 110x80;
Facebook < 5MB; 01-Jan-12 31-Dec-12
4:3 or 16:9
Google Adwords 01-Jan-12 31-Dec-12
300x250
amazon.com
expandable to 01-Jan-12 31-Dec-12
600x250 (max.)
Grand Total

33. Placements Impressions Rate Type Rate
MEDIA CHANNEL
Parents Magazine 2,200,000 $174,500.00
Boston Globe (Sunday) 264,105 CPM $103.00
Chicago Sun Times (Sunday) 275,641 CPM $103.00
Philadelphia Daily News (Sunday) 97,694 CPM $103.00
Minneapolis Star Tribune (Sunday) 304,543 CPM $103.00
Facebook 95,720 CPC $1.48
Google Adwords 153,984 CPC $0.92
amazon.com 708,330 CPC $0.20
Grand Total 4,100,017

34. Placements Media Spend Any Other Factors for Consideration?
MEDIA CHANNEL
Parents Magazine $174,500 Submit Content 1 Month Early
Boston Globe (Sunday) $81,606 Submit Content 1 Week Early
Chicago Sun Times (Sunday) $85,176 Submit Content 1 Week Early
Philadelphia Daily News (Sunday) $30,189 Submit Content 1 Week Early
Minneapolis Star Tribune (Sunday) $94,101 Submit Content 1 Week Early
Facebook $128, 142.33
Google Adwords $128, 142.33
amazon.com $128, 142.33
Grand Total $850,000

35. Placements January February March
MEDIA CHANNEL 1 8 15 22 29 5 12 19 26 4 11 18 25
Parents Magazine
Boston Globe (Sunday)
Chicago Sun Times (Sunday)
Philadelphia Daily News (Sunday)
Minneapolis Star Tribune (Sunday)
Facebook Spend $8,854 Per Month
Google Adwords Spend $8,854 Per Month
amazon.com Spend $8,854 Per Month
Grand Total

36. Placements April May
MEDIA CHANNEL 1 8 15 22 29 6 13 20 27
Parents Magazine
Boston Globe (Sunday)
Chicago Sun Times (Sunday)
Philadelphia Daily News (Sunday)
Minneapolis Star Tribune (Sunday)
Facebook Spend $13,232 Per Month Spend $8,854 Per Month
Google Adwords Spend $13,232 Per Month Spend $8,854 Per Month
amazon.com Spend $13,232 Per Month Spend $8,854 Per Month
Grand Total

37. Placements June July August
MEDIA CHANNEL 3 10 17 24 1 8 15 22 29 5 12 19 26
Parents Magazine
Boston Globe (Sunday)
Chicago Sun Times (Sunday)
Philadelphia Daily News (Sunday)
Minneapolis Star Tribune (Sunday)
Facebook Spend $13,232 Per Month
Google Adwords Spend $13,232 Per Month
amazon.com Spend $13,232 Per Month
Grand Total

38. Placements September October November
MEDIA CHANNEL 2 9 16 23 30 7 14 21 28 4 11 18 25
Parents Magazine Toy Of The Year Issue
Boston Globe (Sunday)
Chicago Sun Times (Sunday)
Philadelphia Daily News (Sunday)
Minneapolis Star Tribune (Sunday)
Facebook Spend $8,854 Per Month
Google Adwords Spend $8,854 Per Month
amazon.com Spend $8,854 Per Month
Grand Total

39. Placements December
MEDIA CHANNEL 2 9 16 23 30
Parents Magazine
Boston Globe (Sunday)
Chicago Sun Times (Sunday)
Philadelphia Daily News (Sunday)
Minneapolis Star Tribune (Sunday)
Facebook Spend $13,232 Per Month
Google Adwords Spend $13,232 Per Month
amazon.com Spend $13,232 Per Month
Grand Total

40. McDonald’s Happy Meals (2012)
Squinkies video games
Squinkies apparel line