Integrated Marketing Communications Plan Presented By: Professor Donna Wertalik Will Chang, Cort Highfield, Matt Renton & Ashley Bunce 1.1 Table of Contents True Vision Solutions- The Agency Who Is Our Client Who is Plaid Avenger? 1.2 Executive Summary Where They Came From- The Past Where They Want to Go- Future How We Will Get There 2.0 Corporate and Brand Strategies o o o o o 2.1 Corporate Image Strategy 2.2 Brand Development Strategy 2.3Brand Positioning Strategy 2.4Public Relations 2.5E-Active Marketing Promotional Opportunities Analysis o o o o o o 3.0 Communications Market Analysis 3.1.1 Competitors 3.1.2 Opportunities 3.1.3 Target Market 3.1.4 Customers 3.2 Distribution Strategy 4.0 Integrated Marketing Communications Management o o o o 4.1 Communications Objectives 4.2 Communications Budget 4.3 Agency Selection 4.4 IMC Evaluation 1.1 Table of Contents 5.0 IMC Objective One: Consumer o o o o o o o 5.1 Objective One Budget 5.2 Advertising 5.3 Media Plan 5.4 Consumer Promotions 5.5 Database Management 5.6 Sponsorship, Cause-Related, and Green Marketing Programs 5.7 Alternative Marketing Programs 6.0IMC Objective Two: Distribution Channel o o o o o 6.1 Objective Two Budget 6.2 Advertising 6.3 Media Plan 6.4 Trade Promotions 6.5 Database Management 7.0 IMC Objective Three: Business to Business o o o o o o 7.1 Objective Three Budget 7.2 Advertising 7.3Media Plan 7.4 Business Promotions 7.5 Database Management 7.6 Sponsorship, CauseRelated, and Green Marketing Programs Appendix Who We Are Our Mission: “We aim to make one man’s vision visible to others” Our Members: Cort Highfield, Will Chang, Ashley Bunce and Matt Renton Who Is Our Client The Plaid Avenger “ Don’t Just Hear the News, Understand the News” “ A Unique Educational Experience” “International Geography Crime Fighter… fighting for a creative learning experience” Mission Statement: “Educating the country through an entertaining textbook that students can relate to.” The Plaid Crew: John Boyer- Joboyer@vt.edu Katie Pritchard- Kpritcha@vt.edu Who Is Plaid Avenger The Plaid Avenger is a fictional character that was created by John Boyer to be the main character in his World Region textbooks and comics. The textbooks and comics feature the Plaid Avenger as a superhero who travels the world protecting the public by educating them about the world news. The character is an extension and tool that John Boyer uses to make his product unique and teach the news in a comical and educational way. 1.2 Our Executive Summery Client – World Regions professor with unique textbook and teaching method Consumer Strategy – Reach out to students and professors at other campuses across the nation Set up production of smaller, more marketable book Target – Younger, new professors; students Sponsorship – Contact international organizations to gain their support Where They Came From History John Boyer always felt that textbooks for World Regions were too expensive for students and so he never had a textbook for his classes. Boyer had all of these lecture notes for his classes throughout the years and Klaus his comic artist came up with an idea of a comic textbook idea that John Boyer could create. The textbook was a revolutionary idea because it taught students in a unique way. Boyer wanted a textbook that students actually wanted to read and wasn’t just educational but also comical so that students didn’t get bored. Since the books release the textbook has been used by twelve professors across the nation and also recently in the Libya where protestors have used characters from the textbook. Where They Want To Go As we can see from past cases, there is major potential for Plaid Avenger to create a whole new revolution of textbooks and education. True Vision Solutions plans to take the vision and mission of Plaid Avenger through different marketing strategies geared to national awareness, expansion, and funding. Two Year Goals: Widely watched podcast show, Textbook adoption in 200+ universities, monthly comic book on current events, and be on TED Talks Five Year Goals: High School and Junior High editions of the Textbook, nation wide TV show, Professional keynote speaker at Conferences. How We Will Get There Through various research efforts, we will: o Expand our knowledge on previous textbook and comic book marketing strategies and improve the plan. oGather information through surveys on what students look for in a textbook and comic book and what would get them interested in demanding these outside of Blacksburg oCreate awareness programs targeted towards Teachers/Faculty and students, as well as corporate and professional organizations for funding, support and sponsorship. oBuild Continuous branches of the brand and product to revolutionize and expand Plaid Avenger 2.1 Corporate Image Strategy The Corporate Image is the consumer perception of the corporate entity behind the brand. A positive corporate image can greatly increase the speed of a new product adoption because of credibility. Corporate Image is also affected by the chosen marketing tactics used by the company. Image John Boyer- We believe the image of John Boyer helps to define the company of Plaid Avenger. We want to expand not only the products offered by the image or the organization. This will help in the expansion into future markets such as TV shows and being a Keynote speaker. Marketing TacticsoAdvertising: Print ads in education magazines, Online Ads, Outdoor boards, TV commercials, oEvents: Book Fairs, Book stores and signings, Comic book conventions, School events o Direct Marketing: Emails to Colleges, Book Publishers, Stores, advertising agencies, build on current success of YouTube Channel and Podcasts 2.2 Brand Development Strategy Brands are the identity of a specific product or service. They should distinguish the product or service from the competitors and help with the recognition and recall. What Makes the Brand Unique: oIts an entertaining twist on real world events. oProvides fun, educational textbook and comic books. oComical but still has important information. o Only textbook like this out there. o So many extensions of the textbook ( Podcast, comic book, live chat, and future extensions of TV show and keynote speaker) Insert Plaid avenger logo and saying Brand Elements to improve on: oHow can we start a new genre of teaching and education ( Comical, Fun, Interactive) oResearch if the brand is part of the niche market oBreak into the Bookstore published market ( Move past just textbooks) oBranch into the Online Textbooks and Schools 2.3 Brand Positioning Strategy Brand Positioning is the place in the mind of the target market that product or service holds. Our goal is to position Plaid Avenger as a entertaining, education, and interactive way to learn about world issues. A textbook that students never complain about and enjoy reading oThis is proof the product is working The first textbook of its kind to involve college interests and humor to world issues and events. Its educational without even realizing it 2.4 Public Relations Through public relations, we will expand the brand of Plaid Avenger, nationwide. Sponsorships oEducational Blogs oNotebooks ( 5-Star) oColleges Cause-Related Marketing oCollege Scholarship Fund Have a crazy essay contest Events Marketing oBook Fairs oComic Book Conventions oCollege Visits Campus Rep Team oCampaigns oBook Signings oDonate a $1 to world issue or educational fund for every textbook Potential Projects include: Transparency International, Micro-lending, International Read Cross, Project Esperanza 2.5 Digital/Social Media Through public relations, we will expand the brand of Plaid Avenger, nationwide. o Our Virtual strategy is to grab the attention of college students and try to get them to engage in the web offerings of Plaid Avenger ( online readers, podcasts, website). We want them interested in going to the site to find out more by the tactics of…. Social Networks Email oE-mail marketing oE-mail newsletter oViral Marketing Online Discussions oBlogs oForums oConsumer Reviews oSurveys oFacebook oTwitter oBlogspot oMySpace oLinked-In Website oInteractive webpage oLive chats oPodcasts oProduct store 3.0 Promotional Opportunity Analysis Promotional Opportunity Analysis: The process marketers use to identify target audiences for a company’s goods and services and the communication strategies needed to reach these audiences. The process is done through the examination of our: oCompetitors -both direct and indirect oOpportunities -Events, Sponsorships, social media, cause-related oTarget Market -Students and Faculty. Eventually branch into other market oCustomers - the purchaser ( the university) & the influencer ( the students) 3.1 Communication Market Analysis Communication Market Analysis: the process of discovering the organizations strength and weaknesses in the areas of marketing communication and combining that information with the analysis of opportunities and threats in the films external environment. Media Usage Habits of Target Audience o Facebook, Twitter, and other social networks oPrint ads in magazines with world issues o direct mail and emails oOnline blogs oPrint ads on campus oBus graphic wrap ads oCampus rep speakers Media use of competitors oLook at how other textbooks market No textbook targets the students and engages the students like Plaid Avenger oLook at other online E-activities for textbooks 3.1.1 Competitors Competitors: There are approximately 4352 Universities and/or colleges in the United States and only 12 of them are currently using the Plaid Avenger Textbook. Our competition resides in the idea of every other textbook or form of educational material, specifically for world regions courses. Finding ways to prove we are different and better then the traditional way of teaching. oWe need to find ways to connect with Professors and push them away from traditional teaching methods and textbooks into this new wave of learning Direct: Traditional Textbooks In-direct: quick reads on world issues, magazines, non educational outlets, non- educational comics 3.1.2 Opportunities Opportunities: Plaid Avenger is a completely new concept of teaching in the world of education. oOur opportunities are almost endless in the idea that it has created a fresh new market for education with no other products like it in the field oPlaid Avenger has the possibility to be sponsored by a large charity organization that it can partner with oHas a comic book and famous character to complement and strengthen the textbook we are trying to sell The comic book is given away for free– even if 1 in every 50 sells a textbook, its still helping to make a profit 3.1.3 Target Market Target Markets: Primary focus is students and professors at the University level. Eventually, a focus will also be placed on students and teachers at a high school level. Demographics oStudents: ages 18-26, income is minimal, variety of interests, some college education oFaculty: Ages 26-60, middle class, concentration in world issues, college educated. Lifestyle oStudent: media oriented, interactive, interest in learning, sick of old fashion learning oFaculty: passion for teaching, wants to engage students, looking for new ways to inspire students 3.1.4 Customers Customers: We have to keep the interest of customers and support people who buy our book, which is easy since Boyer already has a live office hours for anyone who wants to visit Purchaser: oThe college/ school board oThe professor oParents oStudents Influencer: oStudents should demand the book oFaculty 3.2 Distribution Strategy Distribution: Distribution can vary upon where textbooks are sold. Primary in school bookstores as well as online (Publisher, Amazon.com, etc). Eventually, We plan to get a new version of the textbook into retail stores such as Barnes and Noble and Borders Bookstore. We can send out free comics, web links, and other products to anyone we want. oWe plan to focus our efforts on brand awareness and retention, which in return will bring in more distribution needs and benefits. Internet: Print Word Of Mouth: Social Networks Advertisements: Direct Phone calls Interactive website magazines Keynote speaker Direct emails Wrap ads on Campus rep team Surveys campus buses Blogs/ blog ads 4.0 Integrated Marketing Communication Management Integrated Marketing Communications (IMC): is the coordination and integration of all marketing communication tools, avenues, functions and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost. Marketing Plan oObjectives oBudget oStrategies/ Tactics oEvaluation of Performance 4.1. Communication Objective 1. Brand Awareness o We want the national attention with the brand of plaid avenger. This awareness needs to be generated through the marketing efforts and and brought to the attention of the target audience. 2. Generate Demand o Most students don’t realize that education and textbooks can be fun and interested to engage in. They are so used to the old way of thinking and learning that they have never thought to demand a new form. Our goal is to get the students interested in the product and the idea of interactive, exciting ways of learning. We want the students to be engaged in this process and be asking the professors for this textbook. 3. Create Positive Response and Interaction o We want the students to be engaged in this product and interact with it. The online website provides many opportunities for students all over the world to interact with the product and John Boyer. We want the positive understanding that this is a unique product and world issues should be something everyone should want to learn more about. 4.2 Communication Budget Objective and Task Method: Based on our objectives we plan to use the objective and task budget. We plan to use this budget because we will relate our goals and objectives to each specific task that needs to be accomplished. oAround $2,000 is the starting budget for the tasks needed to be accomplished in the first year. oA lot of our marketing tactics ( i.e. emails and social networks) require little spending 4.2 Communication Budget 4.2.2 Sources of Budget Sponsorships- Eventually want to be a major source of income Textbook Sales ( 10 percent goes comes back to Professor Boyer and the Plaid Avenger Team) Initially may need to come from pocket but after promotion of brand, sales will dominate the source of income. 4.3 Agency Selection #1 Martin Agency Martin Agency: Experience and visions from top agencies around the world o"US agency of the year” Adweek January, 2010 o"Ranked #4 in the US" Advertising Age Agency A-list 2010 oCEO is a VT Alumni and may be willing to help or discount from this connection Offerings Brand First Entertainment non-traditional and experimental campaigns with extra-ordinary success Consumer forensics Data Analytics Direct Marketing Advertising List of Clients American Cancer Societ ESPN3.com Geico Microsoft Pizza Hut 4.3 Agency Selection #2 Red Venture Red Venture Agency – An online marketing services company that acquires new customers on behalf of brands in a variety of vertical markets. Clients oSatellite Television oHome Security Monitoring oInternet Services Offerings oSearch Engine Marketing oSearch Engine Optimization oOnline lead generation oOnline affiliate work oDistributed Sales Force oDirect Mail and Shared Mail oNew Mover Programs oStrategic cross oSell and up sell partnerships 4.3 Agency Selection #3 Stimulus Advertising Stimulus Advertising: “WE BELIEVE IT COMES DOWN TO DELIVERING THE RIGHT MESSAGE TO THE RIGHT AUDIENCE IN THE MOST EFFECTIVE WAY” Media Offerings oAdvertising, Print, Portfolio, Publication, Design, Packaging, Design, Outdoor Advertising, Web Design, Web Development, Web Design portfolio, Web hosting, Search optimization, Marketing and Branding Tactical and Strategic Marketing, and Brand Support. Clients oVirginia Tourism oClientele oMincom oBrady and Crist Dentist oLife Support Team oVirginia Downtown Development Association 4.4 IMC Evaluation Previous Marketing Tactics Used: oPublishing Company Sent out Flyers to Contracted Schools ( Example on next slide) oWord of Mouth oA variety of media forms have used Plaid Avenger in their Publishing's and stories Measured Results: oNo formal measured results oBook has been picked up by 12 schools using these tactics What Has Worked In the Past With Other Textbooks: oPrevious Textbook marketing has been very traditional and done through the professor or publisher oWe plan to implement Representatives and Advertisements to expand away from the traditional marketing tactics. Flyer-Made By Publishing Company Research & Comparison Zogby International, a noted survey-research firm, surveyed faculty on Textbook Usage, Zogby’s finding included: o o84% believe students absolutely need a textbook to complete their course Plaid Avenger is ( of course) a textbook. It also goes beyond the traditional textbook format and expand onto an online outlet with is important in this digital era. o80% say it is important for textbook materials to be as current as possible Plaid Avenger is up-to-date current events and material along with constant updates online and personal interaction for most recent information. o86% require or recommend the use of supplemental materials with a textbook Plaid Avenger goes beyond traditional supplemental materials with the website, podcasts, live chats, and comic books. o74% say they place higher importance on effectiveness rather than price when choosing a learning tool Plaid Avenger is interesting, fun and interactive which is very effective when educating college students. However, improvements in this area can be made by finding ways to reduce the price of the book and/ or add extra value to the book to make it worth the price, (i.e. Cause related Marketing). 5.0 Integrated Marketing Communication Objective One Consumers Consumer Advertising: oMarketing towards individuals ( target audiences) that can be directly influenced by product benefits. oTrying to effectively intersect the consumers path Plan to Influence Consumers By: o Cause Related Marketing Tactics oPromotions oWord of Mouth oCampus Rep Teams oOnline Advertisement oWebsite oOutdoor Advertisements 5.1 Objective One Budget 5.2 Advertising Goals oBuild Brand Awareness oCreate Strong Brand recognition and image oEncourage Purchase of Textbook oEncourage students to demand the textbook on University Campus’ Message Theme: o When students think Plaid Avenger they know it’s a Unique Educational Experience… and it’s “ more then a textbook… it’s a world regions Experience” Constants: oBudget oLarge mass we are trying to attract with a far reach ( United States) 5.2 Advertising Product Attribute oTextbook and Comic Book with interactive website Consumer Benefit oEducational, entertaining, Unique Leverage Points oCompletely different then any other textbook on the market oNew, innovative way of thinking Personal Values ( ASK CLIENT MORE VALUES) oEducation, Awareness, innovation, creativity, inspiration and taking action 5.2 Advertising Appeals oRational & Humor Executional Framework oAnimation- Plaid Avenger is a cartoon comic character oTestimonial oSlice of life oInformative Fighting the Clutter o We plan to reach the consumer by showing how unique this educational experience is oWe will also use a variety of advertising techniques that has never been used or seen done by other textbooks. 5.3 Media Plan Traditional Media oDirect Mail: Email and postcards oFlyers and campus awareness E Marketing oSocial Networks: Facebook, Blogs, Twitter oPodcasts, blog on website oInteractive Website oYouTube Channel Viral Video Expansion of brand videos and informative Outdoor Marketing oBus Wraps marketing 5.3 Media Plan Jan Outdoor Promotions and Events Social Networking Sponsorship YouTube Websites CauseRelated Feb Mar Apr May Jun July Aug Sep Oct Nov Dec 5.4 Digital Promotions Facebook Twitter LinkedIn Website oAlready a well-established website E-mail ListServ oKey is to keep everything updated regularly and keep people involved 5.5 Database Management Keep comprehensive list of: oProspective colleges oProspective sponsors/organizations oCurrent colleges oCurrent groups/organizations oPeople to contact / already contacted Also track social media followers oIncorporate people across different social media outlets and into e-mail notifications 5.6 Sponsorship & Cause Related Cause Related • National Children’s Literacy organization “Because Children Need to Read”- For every textbook sold 4% of the profits goes towards fighting children illiteracy and successful reading. •Transparency International “The Global Coalition Against Corruption”- Profits from the textbook and comic sales can go into fighting corruption around the world. •Speaker Series- The Plaid Avenger can appear in costume to inner city children or teenagers and do a geography lecture to spread awareness about world events and his own product. Sponsorship • Project Esperoniza- Helps the poor in the Dominican with the community here at Tech. • GreaterGood.Org- Contribute to Children’s Literacy by donating books. • Japan Tsunami Relief- Red Cross, Global Giving, and savethechildren are all sites dedicated to helping the disaster. Partnering with them would look good to the public eye. • Red Cross International- Largest Humanitarian and development network with millions of volunteers and the logo is recognized world wide. 5.7 Alternative Marketing Programs Word of Mouth •Since Plaid Avenger is smaller using guerilla marketing tactics to create “Buzz” is something to look into. Social Networking Sites •Twitter, Facebook, Classmates.com, Stumbleupon Co-op Advertising •This allows you to advertise for half the cost and to get prime advertising space Charity Promotion •The purchase of products result in donation to charity. 6.0 IMC Objective Two Distribution Channels Distribution Channels: traditional channels, nontraditional channels and electronic channels are used with the message or theme to aid in the promotion of information Traditional Channels Print Ads Direct Mail Nontraditional Channels oEvents oCampus Rep Team oWord of Mouth Buzz marketing Electronic Channels oSocial Networking Sites oYouTube oWebsite 6.1 Objective Two Budget Distribution Channels 6.2 Advertising Distribution Channels Goals oBrand Awareness within Distribution Channels oCreate Strong Brand recognition and image oEncourage Actions ( Purchase of textbook, donation, website visits) Message Theme: oUnique Educational Experience… and it’s “ more then a textbook… it’s a world regions Experience” Constants: oBudget oCooperation of Channels oFinding new Channels 6.2 Advertising Distribution Channels Product Attribute oEasy distribution through publisher Consumer Benefit oReduce search time, confident in product oReadily available Leverage Points oOrganized distribution oEfficient and supportive Personal Values oEducation, Awareness, innovation, creativity, inspiration and taking action 6.2 Advertising Distribution Channels Appeals oRational & Humor Executional Framework oAnimation- Plaid Avenger is a cartoon comic character oTestimonial oSlice of life oInformative Fighting the Clutter o We plan to reach the distribution channels by helping them with advertising and expansions of success. oWe will also use a variety of advertising techniques that has never been used or seen done by other textbooks. 6.3 Media Plan Distribution Channels Traditional Media oDirect Mail: Email and postcards oFlyers and awareness within distribution channels E Marketing oSocial Networks: Facebook, Blogs, Twitter oPodcasts, blog on website oInteractive Website oYouTube Channel Viral Video Expansion of brand videos and informative 6.3 Media Plan Distribution Channels Jan Direct Mail Promotions Social Networking Sponsorship YouTube Websites Flyers Feb Mar Apr May Jun July Aug Sep Oct Nov Dec 6.4 Trade Promotions Trade Promotions are a great way to increase short term sales by decreasing the price of the end item to the consumer. Types o In store displays- The Plaid Avenger could make himself stand out more with more in store displays like floor stickers, carton displays, banners, signs, or feature display. oTemporary Price Reduction- Packaging the Plaid Avenger products into discounted bundles where consumers receive both a comic and a textbook with a Plaid sticker. oSampling- The consumer can sample the textbook online to see whether or not they like it. This way consumers are able to cure their curiosity and experience the product first hand. 6.4 Trade Promotions oCooperative Merchandising Agreement- It’s a more aggressive marketing approach where the retailer is given payment and in return Plaid is able to purchase shelf and advertising space. The Plaid Avenger can really improve brand exposure and consumer awareness with this agreement. oPromotional Allowance- Pay retailers extra for the premium shelf space in order to maximize exposure time. oPull Advertising- Follow traditional media advertising where the Plaid Avenger goes on radio, has a billboard, TV, and print ads to pull the consumer into the website or bookstore to buy the textbook and comic. 6.5 Database Management Use mostly Facebook and Twitter to keep track of people interested; lots of interaction and updates Inter-link social media pages with website – announce new plaidcasts, generate interest Track people that go to site – Use cookies to figure out where people are going to and coming from 7.0 IMC Business-to-Business Business-to-Business Marketing: the practice of individuals, or organizations, including commercial businesses, governments and institutions, facilitating the sale of their products or services to other companies or organizations that in turn resell them, use them as components in products or services they offer, or use them to support their operations. Businesses we are trying to focus on: oSponsorships oUniversities oGovernment Organizations 7.1 Objective Three Budget B2B 7.2 Advertising B2B Goals oBrand Awareness within other Business, Universities, and government organizations. oCreate Strong Brand recognition and image oEncourage Actions ( Purchase of textbook, donation, website visits) Message Theme: oUnique Educational Experience… and it’s “More Than a Textbook… it’s a World Regions Experience” Constants: oBudget oCooperation B2B Channels oFinding interested schools and businesses 7.2 Advertising B2B Product Attribute oUnique and Educational way to engage people in learning about World Regions Consumer Benefit oReduce search time, confident in product oReadily available Leverage Points oOrganized distribution oEfficient and supportive Personal Values oEducation, Awareness, innovation, creativity, inspiration and taking action 7.2 Advertising B2B Appeals oRational & Humor Executional Framework oAnimation- Plaid Avenger is a cartoon comic character oTestimonial: Of Universities that have teamed up with Plaid Avenger and use the textbook in their classes. oSlice of life oInformative Fighting the Clutter o We plan to reach other businesses by helping them with advertising and expansions of success. oWe will also use a variety of advertising techniques that has never been used or seen done by other textbooks. 7.3 Media Plan B2B Traditional Media oDirect Mail: Email and postcards oFlyers and campus awareness E Marketing oSocial Networks: Facebook, Blogs, Twitter oPodcasts, blog on website oInteractive Website oYouTube Channel Viral Video Expansion of brand videos and informative Non-Traditional oEvents oWord Of Mouth 7.3 Media Plan B2B Jan Direct Mail Promotions Social Networking Sponsorship YouTube Websites Flyers Word Of Mouth Feb Mar Apr May Jun July Aug Sep Oct Nov Dec 7.4 Business Promotions- DIGITAL B2B Create marketing campaign specific to cause o Detail how a relationship with Amnesty International or Transparency International Use art to advantage to spread word Not about selling, but getting attention Create general ads to put on website/social media to generate interest 7.5 Database Management B2B Keep a list of schools and their status o Contacted or not, declined or accepted book, etc. Send businesses to website / social media pages to show them our product and all the things that come with it 7.6 Sponsorship & Cause-Related B2B Cause Related Marketing (CRM) Form a strategic alliance with an non-profit organization to gain mutual benefits. Example: HP and Livestrong. CRM strategy 1. Define your territory 2. Develop the CRM concept 3. Choose a partner 4. Implement a campaign. This strategy allows for more publicity and improved brand image. Campaigning for good holds a special place in consumers these days. Corporate Social responsibility o o o Old school way of doing social good by corporations The Plaid Avenger could get involved with or create an Philanthropy by setting up an Plaid foundation for the world and make it non-profit. This method is doing good with the least amount of effort and money good for smaller companies. 7.6 Sponsorship & Cause-Related Cont’d Strategic Corporate Philanthropy oMore new school with Charity Promotion oCharity Promotion involves the purchase of products resulting in a donation to the charity that Plaid is supporting. oConsumers are more willing to pay for an item that has a charity connected to them because it makes them feel better about their purchase and that they did an act of good will. oExample: Kenneth Cole “Have a heart, give a sole” was a charity promotion where the customer could bring in a pair of old shoes and get a discount on a new shoe at the store. oStrategic doesn’t take a huge investment, customers purchase more Plaid products, and it creates internal marketing. Online College Campuses University of Phoenix F0r-Profit Institution of Higher Learning with 420,700 undergraduates and 78,000 graduate students. oHas over 200 campuses worldwide oOver 100 degree Programs oIn over 40 states, D.C, Puerto Rico, Canada, Mexico, Chile and The Netherlands oUses eCampus software What Plaid Avenger Can Do: oBecome a faculty member and create online course oHave the a world regions class use the book How this will benefit Plaid Avenger oBrand Recognition and Awareness oNew Distribution Channels oStrong Encouragement for Purchase Conclusion Our aim is to help a visionary professor market his educational tool We plan to spread the brand’s reach by targeting students, professors, and universities Our Key Points: o Expand into the Online Educational Market oCreate a Campus Rep Team across the nation at a variety of Universities oExpand brand across social Media Networks oGain support from sponsor organizations Appendix: Table of Contents Survey Creative Materials Total Budget References Survey Of Students Polled 100 Random Students Variety Of Colleges: oVirginia Tech, SUNY Albany, High Point University, Washington College, West Point, JMU, Syracuse, WVU, Duquesne, VMI, Florida Atlantic, and others Results Charts Results Charts Results Charts Results Popular Answers to Short Answer What Makes Textbooks Likable? oEasy To Read oReal World Examples oPictures/ Graphs/ Color oSections are broken up and divided What Makes you Dislike a Textbook? oHard to Read, too Much Text oSpeaks in an understandable language oVery big and heavy o Cheap oToo Expensive oPortable oBoring oEntertaining oSupplemental videos or interaction online oOut of Date oSmall font, no illustrations oLong Chapters oHard to understand terminology oDoesn’t Capture my Interest Creative’s Creative’s Total Budget \ Total Budget Cont. 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