TABLE OF CONTENTS
Executive Summary…………………………………………………..……….....Page 3
Research Synopsis…………………………………………………………..……Page 5
Situation Analysis……………………………………………………………….Page 10
SWOT Analysis…………………………………………………………...Page 11
Target Audiences………………………………………………………………..Page 13
Objectives………………………………………………………………………..Page 15
Strategies………………………………………………………………………...Page 17
Tactics
Materials…………………………………………………………………Page 19
Plan………………………………………………………………………Page 24
Timeline………………………………………………………………………….Page 27
Budget……………………………………………………………………………Page 29
Evaluation……………………………………………………………………….Page 31
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EXECUTIVE SUMMARY
Research
Research in Motion Ltd. is most widely known as the developer of the BlackBerry
smartphone. According to the BlackBerry Web site, more than 21 million people use
BlackBerry smartphones on over 375 wireless networks in 140 different countries
around the world. Founded in 1984 by current President and Co-CEO Mike Lazardis,
RIM provides wireless hardware, software and services to customers worldwide. In the
technology industry, some of RIM’s biggest and most prominent competitors include
Microsoft, Apple, Inc. and Sony Corporation. Research in Motion works with cell
phone carriers such as Verizon Wireless, AT&T and Alltel to market the BlackBerry
smartphones to millions of people worldwide and continuously ensure the high quality
of the devices they are selling.
Situation Analysis
The environment into which the Text n’ Talk product will be introduced is a welcoming
one because the product is an application a person can purchase for use on a Verizon
Wireless BlackBerry that will enable its user to verbally send a text message. According
to an article by U.S. News and World Report, nearly 20 percent of today’s drivers are
sending or receiving a text message while behind the wheel. This creates the
opportunity for a product such as the Text n’ Talk to be utilized by a number of target
audiences. RIM is prepared to present a solution to the problem of people texting while
driving and believes consumers will benefit and acquire safer driving habits from
utilizing this product.
Target Audiences
The primary audience for this product is parents of teenage drivers who are searching
for ways to ensure their child is as safe as possible when operating a motor vehicle. The
secondary audience is teenagers themselves, who are the most frequent age group
responsible for texting while driving. The tertiary audience is adults who are traveling
long distances for work or business purposes.
Objectives
The objectives for this campaign are separated into two distinct sections, informational
and motivational. An example of an informational goal for this product is to create
awareness of the Text n’ Talk application among BlackBerry customers. One of the
motivational goals we have created is to sell 15,000 Text n’ Talk applications for
BlackBerry smartphones by December 2010. Each of the objectives is listed along with
several measureable goals that will allow RIM and Verizon Wireless to help achieve the
desired outcome for both the product and the event launch parties.
Strategies
One of the most important key messages throughout this campaign is presenting the
Text n’ Talk as a safe, reliable and technologically advanced product suitable for all age
groups. Developing key messages along with media content strategies and media
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delivery strategies will enable our product to be successfully launched in an efficient
manner. Some of the strategies presented include finding a spokesperson to be the face
of our product who will also relate to our target audience members and partnering with
community organizations to spread awareness about the Text n’ Talk product.
Tactics
Communications materials such as backgrounders, media releases, biographies and
public service announcements will all be utilized throughout this campaign to
accomplish the tactical aspects of this plan. One of the most important tactics that will
use to create awareness for the Text n’ Talk application is the media kit, which will be
sent several months before the launch event parties to select media contacts interested in
the product. By implementing the tactical elements of the campaign, the goals and
objectives will also be accomplished.
Evaluation
There are many different evaluation methods that RIM can use to measure the success
of the Text n’ Talk after the launch event parties are over and the product has been
introduced on the market. Some of these methods include monitoring the Internet,
calculating media impressions and hosting focus groups for members of the target
audiences throughout the campaign to receive feedback and measure the effectiveness
of our communication plan.
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RESEARCH SYNOPSIS
Questions about Research in Motion (Client):
1. When was your corporation founded?
2. Who are your competitors?
3. What other companies do you work with?
4. What phone service providers do you work with?
5. How many Americans own a BlackBerry?
6. How many different types of BlackBerry smartphones are there in the United
States?
7. What companies will be most interested in this product?
Questions about Text n’ Talk (Product):
1. Is this product marketable?
2. What is BlackBerry’s mobile voice system?
3. How many accidents occur each year from people texting while driving?
4. Who will this product affect most?
5. What organizations will approve this product?
6. What are some of the other applications that BlackBerry offers consumers?
7. Are there any other similar products to the Text n’ Talk?
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Organization Overview
Research In Motion Limited (RIM) is an organization that constantly provides the most
up-to-date technology for the global communications market. The company provides
wireless hardware, software and services to customers worldwide, enabling it to move
with its customers. Its popular line of BlackBerry smartphones handles voice, e-mail
and text message communications, as well as Internet access and multimedia
applications.
RIM also provides software development tools and makes radio-based modems that
other manufacturers incorporate into portable devices. The company sells to
corporations, resellers and wireless carriers. One of the company’s most significant
technological contributions are the BlackBerry devices currently offered to service
providers such as AT&T Mobility, T-Mobile and Verizon Wireless.
Organization Mission Statement
RIM is a leading designer, manufacturer and marketer of innovative wireless solutions
for the worldwide mobile communications market.
Through the development of integrated hardware, software and services that support
multiple wireless network standards, RIM provides platforms and solutions for seamless
access to time-sensitive information including email, phone, text messaging (SMS and
MMS), Internet and intranet-based applications. RIM technology also enables a broad array of third-party developers and manufacturers
to enhance their products and services with wireless connectivity to data.
Organization History
RIM was founded in 1984 in Waterloo, Ontario, by current President and Co-CEO
Mike Lazardis. Lazardis was only 23 and had recently dropped out of the University of
Waterloo, where he was studying electrical engineering. Backed by loans from friends
and family, Lazardis and two friends started RIM, and for several years, the company
survived by moving from contract to contract. By the late 1980s, RIM had about $1
million in sales and about a dozen employees. Then, in 1999, RIM introduced the
BlackBerry personal digital assistant (PDA).
Since launching its wireless handheld product line in 2000, RIM has continued to thrive
as one of the top wireless communications organizations in the world. Today, the
company is headquartered in Waterloo, Ontario, but also has offices in North America
and Europe. In August 2009, Fortune Magazine named RIM as the fastest growing
company in the world with a growth of 84 percent in profits over three years despite the
recession.
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Current Products
Research in Motion Ltd. is most widely known as the developer of the BlackBerry
smartphone. According to the BlackBerry Web site, more than 21 million people use
BlackBerry smartphones on over 375 wireless networks in 140 different countries. The
most popular types of BlackBerrys are the BlackBerry Curve, the BlackBerry Pearl and
the BlackBerry 8800 series. Currently on the Web site, there are numerous different
versions of BlackBerrys being featured depending on what wireless service provider a
customer has. All of the smartphones have unique accessories available for purchase,
including applications such as the BlackBerry Mobile Voice, which allows a user to
verbally call someone without pressing any buttons on his or her keypad.
Competition
Even with the overwhelming success of Research in Motion as a leader in wireless
communications, the company still faces competition in industries such as computer
hardware, which includes handheld computers and accessories, computer and wireless
software and telecommunications equipment. Some of the principal competitors for
RIM include Microsoft, Apple, Inc., Good Technology, Inc., Handspring, Inc., Palm,
Inc., Nokia Corporation and Sony Corporation. Research in Motion works with cell
phone carriers such as Verizon Wireless, AT&T and Alltel to market the BlackBerry
smartphones to millions of people worldwide and continuously ensure the high quality
of the devices they are selling. The main competitor of RIM is Apple, the company that
manufactures and markets the iPhone 3G. The iPhone is the BlackBerry’s main mobile
competitor in the wireless communication market, but the iPhone is not offered to
Verizon Wireless customers. This means Verizon Wireless, in an effort to compete with
the AT&T iPhone, must continuously seek out innovative products and devices that will
enable them to remain at the top of the wireless communications field.
Positioning
The Text n’ Talk application will be positioned as a necessity for all parents to purchase
in order to ensure the safety of teenage drivers. By positioning this product as a new
technological invention created with the safety of its users in mind, it will create more
interest among the targeted audiences and allow for a better driving experience.
Current Attitudes of Target Audiences
By targeting parents of new teenage drivers, RIM’s new Text n’ Talk application will
appeal to several different emotions. The current attitude of many parents toward their
children operating a motor vehicle is often one of fear and anxiety, especially if the
teenager has a history of inattentive or reckless driving habits. By targeting teenagers as
a secondary audience, RIM will appeal to their need to have the most advanced
electronic devices in order to be seen as cool or popular with their peers. This is why the
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Text n’ Talk application will be beneficial, especially if it is marketed to Verizon
Wireless customers who are looking for the extra edge when it comes to having the
most up-to-date communication devices.
Key Executives
Mike Lazaridis serves as President and Co-CEO of Research In Motion, a company he
founded in 1984 while attending the University of Waterloo in Canada. At RIM, he is
responsible for product strategy, research and development, product development and
manufacturing. Since founding RIM he has earned more than thirty patents and dozens
of industry and community awards for his innovations in wireless radio technology and
software.
Jim Balsillie is Chairman and Co-CEO at Research In Motion. He is responsible for
directing RIM's strategy, business development and finance. Prior to joining RIM in
1992, Balsillie was Executive Vice President and Member of the Board of Directors
with Sutherland-Shultz Limited in Kitchener, Ontario. He has also held the positions of
Senior Associate, Strategy Consulting Group and Senior Accountant, Entrepreneurial
Services Group at Ernst & Young in Toronto.
Lowell C. McAdam is President and CEO of Verizon Wireless, the premier wireless
provider with the nation's largest, most reliable wireless voice and 3G broadband data
network. Prior to assuming this position in 2006, McAdam served as executive vice
president and chief operating officer since the company’s inception in 2000, helping
to build Verizon Wireless into the industry’s leading wireless company.
Launch of Product
Text n’ Talk is an application a person can purchase for use on a Verizon Wireless
BlackBerry that will enable its user to verbally send a text message, while still being a
conscientious driver and keeping both hands on the wheel. The product is definitely
marketable, because people of all ages are affected by and have noticed an increase in
the number of traffic accidents and fatalities that have occurred due to people texting
while driving. According to an article on MSN.com that highlighted the biggest lethal
mistakes that drivers can make, inattentive driving, which includes eating, changing the
car stereo and sending a text message, was considered to be just as deadly as driving
while drunk and not wearing a seat belt. In 2007, inattentive driving resulted in 4,704
American deaths.
According to a different article on MSN.com, there are numerous distractions that
drivers face on an everyday basis ranging from changing a radio station to interacting
with passengers in the car. However, according to the article, texting while driving has
proved to be one of the deadliest distractions. The article mentions that “with the proper
technology and under appropriate conditions, communicating from a moving vehicle is
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a manageable risk.” Naturalistic studies of drivers who talk on their cell phones handsfree have shown that, in these instances, it is not as dangerous as previously thought.
According to the BlackBerry Web site, there are currently applications available for
purchase that enable users to check the weather, track the stock market and even play
games, but there was no evidence of any voice recognition software for sending a text
message. Both Ford and General Motors offer the ability to dial and respond to phone
calls hands-free, but no company has come out with a product that will enable
customers to send a text message without physically typing the message. The main
people who will be affected by this new product will be teenagers, who do not think
about the consequences that sending a text message can cause to other drivers. Another
highly affected audience will be business adults, who are constantly traveling in their
cars for business trips and meetings. Due to the increased level of safety that the Text n’
Talk application will provide, there will be many supporters of this product, including
parents of teenaged children, Mothers Against Drunk Driving and many law
enforcement agencies.
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SITUATION ANALYSIS
Research in Motion has a long-standing tradition as one of the world leaders in
the mobile communications market. Because of the competition with Apple, Nokia,
Palm and other corporations for the business of smartphone users, RIM is constantly
searching for new and innovative ways to remain ahead of the opposition in the
technologically advanced cell phone manufacturing industry.
The environment into which this product will be introduced is welcoming.
According to an article by US News and World Report, nearly 20 percent of today’s
drivers are sending or receiving a text message while behind the wheel. A recent study
by the Virginia Tech Transportation Institute showed that the risk of a person crashing
or nearly crashing when he or she was manually sending a text message was 23 times
higher than those who drove without distractions. This statistic emphasizes the need and
creates an opportunity for a product or service to arise that will cure this increasing
problem of students and adults texting and driving. The challenges that exist are
numerous, but it is time to act upon these opportunities in order to save lives.
As of September 2009, 18 states and the District of Columbia have banned
drivers from sending text messages while operating a motor vehicle, according to the
Governors Highway Safety Association. The problem is that people will either
disregard this rule or attempt to find ways to get around it. The solution is to give
people a way to utilize their phones, but in a safer and more efficient way. States that
have not yet outlawed cell phone use by drivers operating a vehicle are still in need of a
way for drivers to be safer on the roads. Parents go to great lengths to ensure that their
children are safe, but how can parents ensure a child’s safety when they are not around,
especially if their child is a new driver? The approach that has been recommended is the
best way to handle the issue of texting while driving because it is innovative, appeals to
consumers of all ages and offers an opportunity to fix a problem that has already injured
and killed thousands of Americans.
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SWOT ANALYSIS
Internal Factors:
Strengths
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RIM is one of the leading mobile communications businesses in the world.
The Text n’ Talk application provides consumers with a new, innovative product
to use in conjunction with the already popular BlackBerry smartphone.
BlackBerry excels at providing secure access to corporate networks and the data
within those companies. This means that corporations trust the BlackBerry
brand and will be more likely to purchase BlackBerry applications.
RIM has a reputation for providing high quality products and applications for its
customers.
The BlackBerry Application Center allows users to easily browse and purchase
applications to enhance the BlackBerry experience, which will allow consumers
to purchase applications such as Text n’ Talk without hassle.
Weaknesses
 Many consumers have heard of BlackBerry, but are unfamiliar with Research in
Motion and its contributions to the technology market.
 BlackBerry offers many of the same applications and products as its
competitors, which creates undifferentiated products or services that may
confuse consumers.
 RIM’s headquarters are located in Canada, so it is not easily accessible for
customers in the United States to physically visit with questions or concerns.
 RIM does not have poor quality goods or services, but there may be unforeseen
technical glitches with the Text n’ Talk application during its first few weeks of
use.
External Factors:
Opportunities
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The field of wireless communication is a continuously developing market that is
constantly being updated with the latest technologies.
Companies will increase productivity and save administration costs while
allowing users of this application to forgo laptops in more situations than ever.
RIM will be creating a new product that will enable the company to move into
new market segments that will offer improved profits.
This application provides companies with the opportunity to save time and
money, as well as a safer opportunity for its traveling employees to utilize
during business trips.
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RIM operates in an international market, creating the opportunity for the Text n’
Talk application to be used globally.
Threats
 Apple iPhones present an ever-present threat to the sale of BlackBerry
smartphones, especially in financial terms because the price of the iPhone and
other smartphones has become more affordable.
 Apple’s Web site is more user friendly and provides more appealing graphics
than BlackBerry’s Web site, which may entice more customers to purchase from
Apple if they are trying to make a consumer decision.
 One of the most popular aspects of the iPhone is its large database of
applications, which BlackBerry is trying to emulate. Currently, Apple offers
more than 100,000 applications to its users, making it the largest applications
store in the world.
 The difficult economic times have caused consumers to be less frivolous about
what they spend their money on. Many BlackBerry users might be skeptical to
try the new application because of its cost or because they do not consider it a
necessary purchase.
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TARGET AUDIENCES
By identifying the target audience, Research in Motion can create a profitable
marketing and advertising plan that will make the product successful by appealing to
the immediate needs of the audience. RIM has identified three separate target audiences
to consider when we market the Text n’ Talk application to BlackBerry users.
Primary Audience: Parents of teenage drivers.
Demographics: Men and women between the ages of 35 and 60 who have
graduated college, have a middle class income and have been
married for several years with children. This audience is
comprised of people from all religious and racial backgrounds.
Geographics: Permanent residences located in the United States.
Psychographics: Parents are educated, employed and earn a higher income. They
typically live a middle or upper class lifestyle and want a higher
standard of living for their children. These parents are very
protective of their children and desire only the safest and most
comfortable vehicles and accessories for their teenagers to use.
Parents are conservative, but interested in trying out new
technologies if they perceive the product to be of benefit to
their family. These types of parents can be opinion leaders or
followers, and may require advice from their children to
determine what is appropriate to purchase for use in the home.
Secondary Audience: Teenage drivers.
Demographics: Teenage girls and boys between the ages of 16 and19. These
students are earning a high school or college education and lead
very sociable lives. This application will be especially useful for
college students who travel between home and school on the
weekends who will utilize their cell phones during the long
car trips.
Geographics: Live at home with their parents in middle class homes in the
United States or on college campuses located all over the nation.
Psychographics: Teenagers who have just received their driver’s licenses or
have had their driver’s license for a couple of years and may
have a tendency to be irresponsible drivers. These students
either do not realize or do not care about the repercussions
their bad driving habits could have on those around them.
Members of this target audience are the opinion leaders for
their age group and desire the most up-to-date technological
inventions to use in their everyday lives.
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Tertiary Audience: Working Adults.
Demographics: Traveling business adults between the ages of 25 and 40 who
travel long distances more than five times per month. The target
group is married with children, educated, employed and
working hard to earn an income.
Geographics: Vehicles traveling for businesses located in the United States.
Psychographics: Business travel is hardest on workers with young families.
More than three-fourths of married business travelers find it
difficult to be away from home, compared with about half of
their non-married counterparts. Nearly six in ten married
travelers say they experience stress when missing family
milestones, such as a birthday, a wedding anniversary or a
child's sporting event, because of business travel. The Text n’
Talk application will allow these business travelers to utilize
their cell phone in new ways during business trips to keep in
contact with their family and provide peace of mind to wives or
husbands while on the road.
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OBJECTIVES
Informational
Objective 1: To create awareness of the Text n’ Talk application among BlackBerry
customers.
Goals:
 To increase awareness in primary audience about the Text n’ Talk
application by 50 percent by May 2010.
 To increase views of Verizon Wireless Web site by 20 percent by
February 2010.
 To encourage employees at Verizon Wireless stores to inform 500
potential customers about the product by the end of February 2010.
Objective 2: To inform target audiences about other options available to handling a cell
phone while operating a motor vehicle.
Goals:
 To increase sales of Bluetooth headsets and other hands-free technology
offered in Verizon Wireless stores by 10 percent by February 2010.
 To increase the knowledge that drivers who do not send text messages
have higher concentration levels.
 To increase the amount of Verizon Wireless “Focus on Safety” Web site
section hits by 20 percent by June 2010.
Objective 3: To increase understanding among the general public about the necessity for
safer driving techniques.
Goals:
 To increase social media conversations related to texting and driving on
Facebook, Web blogs and MySpace by 20 percent by March 2010.
 To receive six positive media placements in technology related
magazines by March 2010.
 To receive 30 positive media placements in local newspapers or
broadcast television shows by May 2010.
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Motivational
Objective 4: To reduce the amount of car accidents caused by people texting while
driving.
Goals:
 To partner with local broadcast stations to air a PSA that will effectively
reach at least 40 percent of the secondary audience by May 2010.
 To increase awareness of the campaign among teenagers through wordof-mouth promotion and through campaigns in local high schools.
 To increase Bluetooth usage and other hands-free technology among
drivers by 15 percent by August 2010.
Objective 5: To sell 15,000 Text n’ Talk applications for BlackBerry smartphones by
December 2010.
Goals:
 To sell at least 400 applications per week during the first two months of
the launch.
 To increase the amount of hits on Google and other search engine Web
sites regarding the Text n’ Talk application by 40 percent by December
2010.
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STRATEGIES
Determine a spokesperson to be the face of a national campaign that will generate
awareness about the product and its benefits in key markets.
Present this product to parents of teenagers in a way that will convince them that their
child will be safer if product is utilized in the vehicle.
Build beneficial relationships with key consumers of this product to persuade them to
reach out to friends and family members who may also use the product.
Utilize community relations to reach out to any groups not identified as a key audience.
Partner with community organizations to increase awareness of the dangers of texting
while driving.
Key Messages
The Text n’ Talk application will make the roads safer for every driver, but most
specifically for new teenage drivers.
Consumers who purchase the Text n’ Talk application for technological purposes will
also benefit from the safety methods that the product will provide.
Research in Motion is a company that continuously provides its consumers with the
latest technological products, but the safety of its customers is considered with every
new invention.
Media Content Strategies
Research in Motion is going to use the popularity of the BlackBerry smartphone to get
current BlackBerry users to purchase the Text n’ Talk application. By capitalizing on
the success of the BlackBerry itself, the smartphone will serve as a main resource for
the launch of the Text n’ Talk application. The popularity and previous sales of the
BlackBerry will allow Research in Motion to target its messages effectively to the right
audience and ensure Verizon Wireless customers will carry and encourage sales of our
product.
The content of the message we intend to send is informative and revolutionary. By
reinforcing the idea that Research in Motion is the only company that can develop stateof-the-art wireless handheld software, we can send out the key message that RIM will
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continue to improve and develop new software, applications and ideas to enhance the
overall experience of operating a BlackBerry smartphone.
Media Delivery Strategies
Direct communication with our target audiences and established BlackBerry customers
will provide us outlets for getting our key messages out to the necessary publics. We
also want to establish direct communication with the media, including print media such
as technology and business magazines and nationwide newspapers such as The New
York Times. Other media delivery strategies we plan to utilize include broadcast media
such as local news stations, national news shows such as The Today Show and CNN,
radio station plugs and commercials on network channels. We also plan to partner with
local establishments such as Mothers Against Drunk Driving to get the message out that
texting while driving is a dangerous activity. Our ultimate goal is to use these key media
sources to inform our target audience about the benefits of the Text n’ Talk application.
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TACTICS
INTRODUCTION
RIM is one of the world’s most competitive and constantly changing communication
providers. Verizon Wireless is the nation’s largest and most reliable wireless voice and
data network. With 87.7 million wireless phone customers and annual 2008 revenue of
$58.6 billion, Verizon has the manpower and budget to partner with RIM in an effort to
ensure the success of the Text n’ Talk application for its BlackBerry smartphones. Each
of the following tactics will directly relate to all of the target audiences and objectives
to allow the Text n’ Talk application to have a high chance of success in the mobile
communications market.
COMMUNICATION MATERIALS
Media Kit
The media kit will be sent out three months prior to Text n’ Talk’s launch event to the
key media outlets we hope to target. The media kit will serve as the personal
introduction to the product and will be sent to all media venues in national, regional and
local print, broadcast, radio and Internet organizations to promote the product. The Text
n’ Talk media kit will include a media release, a backgrounder, a media advisory, a fact
sheet, an FAQ and a feature story, among other things. The media kit will also feature
an instructional DVD showing media reporters and wireless companies how to
effectively utilize the product.
Media Release
The most beneficial type of media release that will be distributed throughout the
campaign will introduce the new product and its launch event. Several media releases
will also be distributed to announce the different events and promotional activities that
will be held prior to the launch of Text n’ Talk. The media releases will incorporate
several key messages using different angles to suit the needs of each publication. They
will mainly target national publications and newspapers such as the New York Times,
the Wall Street Journal and USA Today, to ensure the new product will get enough
exposure in as many different audiences as possible. The media release will contain
statistics and information about the Text n’ Talk that will be relevant to various media
publics.
Broadcast Media Advisory
The broadcast media advisory will incorporate the basic general information about the
product such as who, what, where when and why. The advisory will not only inform the
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media about the product, but it will serve an invite for the media to cover the launch
party. Local interests, such as city radio stations and television stations, will be
considered. The broadcast media advisory will include information on the first
production run of the Text n’ Talk and launch event.
Backgrounder
A backgrounder is necessary to ensure the public has enough information about the
product to make a smart and educated purchase. The backgrounder will explain why the
Text n’ Talk application is being introduced and where the idea for it came from. Most
Americans either own or have at least heard about BlackBerrys, but those people might
not know that Research in Motion is responsible for the production of these
smartphones. The backgrounder will emphasize that the Text n’ Talk was created with
the safety of the consumer in mind. To better educate our target audience, as well as the
rest of the world, a backgrounder about our company is necessary.
Fact Sheet/FAQ
A fact sheet will accompany the media release and will focus on answering basic facts
about our company and our product that the media may need to know in order to write a
story. The FAQ sheet will answer commonly asked questions concerning the Text n’
Talk and also explain how the product will benefit customers. Both the fact sheet and
the FAQ will be included in the media kit, which will be distributed to all media venues
in both national and local print and broadcast organizations. An example of a frequently
asked question will be:
Q: When will the Text n’ Talk be available for sale?
A: The product will be available for purchase in select Verizon Wireless stores
in October 2010.
Feature Story
Research in Motion and Verizon Wireless will compose several human-interest stories
featuring the dangers of texting while driving. We will target publications such as
People magazine to publish stories about teenagers who have been killed in car
accidents due to texting while driving and have other teenagers discuss their opinions
about the issue. We will also target several technological magazines such as Wired to
inform consumers about the Text n’ Talk and how the product will help prevent teenage
deaths caused by texting and driving.
Photographs
Pictures of regular people utilizing the Text n’ Talk will be essential to the overall
visual image of this campaign. Obviously, because Text n’ Talk is an application for
cell phones, the product itself cannot be photographed. However, Verizon Wireless will
hire photographers to take pictures at the launch event which will show the party’s
unique theme and design. Graphic design artists will be hired to design a logo for the
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application that will be unveiled at the first launch party in New York, which will also
provide a great photo opportunity for the media.
Charts/Graphs
Graphs will be used to illustrate many types of data and will make facts clearer and
more understandable. Research in Motion and Verizon Wireless will work to compile
charts to show a trend in the amount of students who send text messages while driving
and how this might impact them in negative ways. Different types of graphs, such as pie
charts, can provide powerful visual elements in regards to the rate of car accidents that
result from inattentive drivers. The charts will be available in the media kits so
companies and the media can be more aware of how the Text n’ Talk application will
work.
Biography on CEO of Research in Motion
The president and co-chief Executive Officer of Research in Motion is Mike Lazaridis.
He will be essential in the beginning of this campaign because he is a leader in the
worldwide wireless communications market. Lazaridis and his company will oversee
the product’s technological aspect and be large motivators behind the product’s
worldwide launch. His biography will be featured on the DVD and on various
pamphlets and brochures that will be distributed to large-scale companies.
Biography on Spokesperson
We will provide media outlets with a biography on spokesman Paul Marcarelli, who
is already an influential figure in many Verizon Wireless commercials. His “Can you
hear me now?” commercials have made his face and voice synonymous with Verizon
Wireless and also have provided viewers of the cell phone commercials with a touch
of humor. Although he is not Verizon Wireless’s official spokesperson, Marcarelli’s
ability to sell a product, recognizable and friendly persona and dedication to Verizon
Wireless make him an ideal candidate to be the spokesperson. The biography will
cover his childhood, career and overall experience working for Verizon Wireless.
Interactive DVD
An instructional DVD will provide the perfect visual tool to quickly and effectively
explain how the Text n’ Talk application works. A brief demonstration of the product
being used and an explanation of what the users are doing in the video will convey the
benefits of the product to viewers. The DVD will provide helpful information regarding
how to use the Text n’ Talk application on their BlackBerry, how much the application
will cost each month and how the application will have a positive effect on the
roadways and in their everyday life.
It will also include aspects located on the BlackBerry Web site such as an FAQ, media
releases and photographs. These DVDs will be distributed to all Verizon Wireless
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stores, where they will be played on a flat screen television located next to the Text n’
Talk application display. The DVD will also be posted online to provide the target
publics with a greater understanding of the product.
Basic Brochure
The brochures will be four-colored and two-fold. They will be sent to a random sample
of consumers who may or may not already own a BlackBerry. The brochures will be
created for the masses because they can be produced at a much lower cost than the
DVDs and still reach a large audience. They will be available for free at the checkout
counters in every Verizon Wireless store and also available for download online on the
Verizon Web site. The brochures will also be sent in the mail and will still have a
relatively low CPM (cost per thousand), even when considering the cost of postage.
They will include basic information about the Text n’ Talk in a bulleted format and will
direct consumers to a Web site they should visit if they should desire extra information
regarding the purchase of our product.
Public Service Announcements
There will be two different PSAs available for public viewing prior to the launch of the
product. The first PSA will be released several months prior to the launch and will be
featured on television. This PSA will inform viewers about the dangers of texting while
driving through the use of startling statistics and images to get the audience’s attention.
The second PSA will be featured in both radio and television and will also feature
startling statistics and images, but it will also feature teenagers and young adults
discussing the benefits of not operating a cell phone while driving a motor vehicle.
The PSAs will allude to the fact that teenagers who type on their cell phones are a
danger on the road and that something must be created to help fix the danger they
present. RIM will contact several local high schools in the area where the launch events
will be held to discuss airing the PSA during a school assembly.
Web site
The Text n’ Talk application will not have its own Web site, but will be featured
prominently on the Verizon Wireless Web site. The Web site will be updated weekly
with new information regarding the release of the application and where the product
will be available for sale. There will also be a link for consumers to view a list of all of
the Verizon Wireless phones that the Text n’ Talk is compatible with and every local
Verizon store within a radius of 10 miles that offers the features the consumer is
looking for. Customers will be able to put in requests for brochures, DVDs or more
information about the application, and there will also be a link provided that consumers
can select if they wish to order the application before it arrives in stores.
Blogs
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Internet Web blogs will be utilized to provide a way for potential consumers to ask any
questions they might have. It will also give them an opportunity to voice their opinions
on whether or not they believe Text n’ Talk will be an effective product and what
changes or updates can be made to the application to fully prepare it for its launch. The
blog link will be posted on the Verizon Wireless Web site and will provide added
features such as the opportunity for people who make postings on the blog to win
prizes. Web blogs and other social media will be prominently used at the launch event
parties, where consumers can blog about their experiences and opinions regarding the
product.
Reference Cards
Small business cards will also be included in the media kit. The cards will be standard
size, at 2 inches tall and 3.5 inches wide. These cards will serve to provide basic contact
information for Verizon Wireless stores in the area as well as include information such
as Web site links, how to use the product and where consumers can purchase the
product. The reference cards will essentially serve as small, easy how-to guides for the
Text n’ Talk. The benefit of these cards is that they can be conveniently stored inside
someone’s wallet or pocket to be passed out later at various events as a means of
marketing and product promotion via word-of-mouth.
Pitch Memo
A well-written pitch letter is one of the most effective tools that a public relations
person can include in a media kit. A pitch memo for the launch party will be sent to the
booking agent of The Ellen DeGeneres Show. Since Ellen’s audience is watched by
both parents and teenagers, it would be an ideal broadcast to target with the Text n’
Talk application. We will pitch to have Paul Marcarelli interviewed on the show to talk
about the launch party and the benefits the product will present to users. Each audience
member in attendance at The Ellen DeGeneres Show that day will receive a Verizon
Wireless gift card for 20 percent off any Verizon Wireless store purchase. The
promotion will serve to entice audience members to use the gift card to purchase a
BlackBerry smartphone so that they can then purchase the Text n’ Talk application.
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PLAN
Launch Event Plan
Background:
Verizon Wireless will hold four launch parties in the following targeted cities:
New York, Chicago, San Francisco and Miami. Ford dealerships in each of
these locations will provide a Ford Focus for use at each event that will be
parked in front of the Verizon Wireless stores to allow customers to view how
the Text n’ Talk application works on a BlackBerry inside an actual vehicle. In
2008, an article on Forbes.com rated the Ford Focus as one of the safest and
most affordable cars for recent high school graduates. The theme for the launch
events will be “Focus on Safety,” and the guests at these parties will be
technology and social opinion leaders in each community that have the potential
to create buzz about the Text n’ Talk application. Also in attendance will be
local teenagers who are interested in trying out the new product and will then
communicate with their friends about the application via word-of-mouth
marketing. Paul Marcarelli, the campaign’s spokesman, will be in attendance at
each launch event party to promote the product.
Goal:
The goal of the event is to generate awareness among opinion leaders in the
major communities and potentially drive them to action. Interest for news
coverage will be generated by the pre-launch of the Text n’ Talk application
media kits. The introduction of a new product provided by Research in Motion
and Verizon Wireless will be publicized through local print and broadcast media
in the months leading up to the launch. The media will also be alerted to the
launch events as they occur in each launch city. The goal is to have 300 guests
in attendance at each launch party event.
Audience:
Local businesses and potential customers will be sent invitations to the launch
event via direct e-mail. Customers who have been with Verizon Wireless for
longer than five years will also be invited to attend the launch event and will
receive a more formal invitation in the mail. To attract local teenagers to attend
this event, social media tactics, such as Facebook fan pages and event invites,
will be utilized. Verizon Wireless will offer that the first 100 teenagers in
attendance at each event will be entered into a drawing to receive a free
BlackBerry smartphone. Each person who sits in the vehicle to try out the Text
n’ Talk application will receive a car key, which will have a raffle number listed
on it. At the conclusion of each launch event, a random number will be drawn
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from a raffle and the winning key owner will be presented with the real key to a
brand new 2010 Ford Focus.
Resources:
The main resources used for these launch events will be the Verizon Wireless
store locations and the Ford Focus vehicles. Other resources utilized will be
social media tactics such as Facebook and Twitter, a photographer, thousands of
fake keys, electrical outlets and a sound system.
Schedule:
The initial launch party of the Text n’ Talk application will take place during the
first week of September 2010. A media release regarding the launch event will
be written two months before the launch date and will be pitched to local media
the month before the launch date. The launch events will take place in
September and will all begin at 3 p.m. The schedule is as follows:
Saturday, Sept. 4: First launch kick-off party in New York, NY
Saturday, Sept. 11: Second launch party in Chicago, IL
Saturday, Sept. 18: Third launch party in San Francisco, CA
Saturday, Sept. 25: Fourth launch party in Miami, FL
Responsibility:
Contacting the Ford dealerships will be the responsibility of Associate II.
Planning the launch event will be the responsibility of Associates III and IV,
with final approval for the plans being given by Associate I.
Media Plan for Launch Event
Type of Media:
Local newspapers, television stations and Web blogs would provide
coverage of each launch event. The invited guests would be well-known
bloggers, famous socialites and other influential people and opinion
leaders from the community. This alone will draw attention to our
product, as will the free giveaways and raffles being offered to attendees.
Inside the Verizon Wireless stores, BlackBerrys will be available for
customers to use to blog or Twitter about their experiences at the event.
One of the main marketing goals for the launch event is word-of-mouth
promotion by attendees, which will create interest in the application and
add to the exclusivity of owning the product.
Angle for Story Placement and coverage:
The angle in which this product is launched is crucial to its success. By
using the campaign slogan “Focus on Safety,” consumers automatically
25
associate the Text n’ Talk application with a positive image of safe
driving. A good angle to use to generate additional media coverage could
be the opportunity for some of the exclusive guests at the launch events
to purchase the product a week before it is released nationally. This
would generate online discussions and create more excitement leading
up to the release date in the beginning of October. The image of the
winning key holder sitting in his or her brand new car would also
provide a great photo opportunity for both Web and print media.
Launch Event Invitation
A hard copy of the launch event invitations will be sent to all media personnel,
journalists and media reporters that could develop an interest in the Text n’ Talk
application. Brand recognition, color scheme and creativity will all be essential
components of this invitation that will feature a BlackBerry image on a postcard with
information concerning the launch event located on the black screen of the smartphone.
More informal e-mail invitations will be sent to all current Verizon Wireless customers
who are located in the launch event city and have been with the company for longer
than five years. Online invitations will also be sent over social media tools such as
Facebook, MySpace and Twitter to target as many teenagers as possible in each of the
four target cities and invite them to attend our event parties.
Launch Event Memento
Mementos will be given to all audience members upon their exit from the launch event.
Opinion leaders like the opportunity to be viewed as exclusive, so each guest would
receive a small gift bag with the BlackBerry logo on the outside that opens to reveal all
of the promotional materials for the product, including brochures and information
regarding the Text n’ Talk application and when it will be available for public sale.
Also, in each of the bags will be a coupon for one free BlackBerry application per guest.
26
TIMELINE
January 2010
Week 1: Review/research all material and required data.
Responsibility: Staff Member, Associate IV
Week 2: Introduce updated Web site with brief information regarding Text n’
Talk application that will serve as general public’s first awareness of
product.
Responsibility: Associate II
February 2010
Week 1: Create feature story and contact potential television networks interested
in broadcasting story on their stations.
Responsibility: Associate II
Week 2: Create promotional materials such as DVDs and brochures for
consumer use in Verizon stores. Also compile a broadcast media
advisory to all target publications.
Responsibility: Associate III
March/April 2010
Week 1: Distribute promotional materials to Verizon Wireless stores across the
nation.
Responsibility: Associate IV
Week 5: Plan/Organize Launch Event.
Begin contacting Ford dealerships in each launch event city.
Responsibility: Associate II, Associate III
Week 7: Finalize car donations from Ford dealerships and inform them
of launch event plans and responsibilities.
Responsibility: Associate I
May 2010
Week 1: Begin creating components for media kits.
Responsibility: Associate I
Week 2: Send pitch memo to Ellen DeGeneres show about possible guest
appearance by Text n’ Talk spokesperson.
Responsibility: Associate II
Week 3: Finalize list of target media publications that will receive kits.
Responsibility: Associate IV
Week 4: Coordinate printing of all materials for media kits.
Responsibility: Staff Members
June 2010
27
Week 1: Compose a media advisory regarding upcoming launch event.
Responsibility: Associate II
Week 2: Hire graphic design artist to design launch event invitations.
Responsibility: Associate III
Week 3: Send out invitations for launch event to target audiences and valued
customers.
Responsibility: Staff Members
July 2010
Week 1: Finalized version of Text n’ Talk application available for
communications tests and photo shoots.
Responsibility: Associate I
Week 3: Deliver tested application to top 10 largest Verizon Wireless stores for
additional pre-sale tests.
Responsibility: Associate IV
Week 4: Send media release to local news stations from each launch event city
announcing upcoming launch event.
Responsibility: Associate III
August 2010
Week 1: Begin using social media tools to announce launch events in each city
to target local teenagers.
Responsibility: Associate III, Staff Members
Week 2: Coordinate media training for spokesperson for hopeful appearance on
The Ellen DeGeneres show.
Responsibility: Principal
September 2010
Saturday, Sept. 4: First launch kick-off party in New York, NY
Saturday, Sept. 11: Second launch party in Chicago, IL
Saturday, Sept. 18: Third launch party in San Francisco, CA
Saturday, Sept. 25: Fourth launch party in Miami, FL
October 1, 2010
Text n’ Talk application is made available for public purchase on select Verizon
Wireless BlackBerry smartphones nationwide.
November 2010
Week 1: Update Web site with information about product’s success and enable
opportunities for feedback from consumers regarding Text n’ Talk.
Responsibility: Associate IV
Week 2: Begin using evaluation methods to determine success of product or
ways product can be improved for general consumer use.
Responsibility: Associate II
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December 2010
Week 1: Present research findings from evaluation methods to Research in
Motion Ltd. management.
Responsibility: Principal, Associate I
BUDGET
OOP Expenses (Reimbursable Expenses)
Item
Quantity
Launch Event
Media Releases
400
Media Advisories
400
Fact Sheet
750
Backgrounder
750
Event Photographs
950
Launch Event Invitations
5000
Key Raffle Tickets
12,000
Mementos
10000, 2500 per launch
Employee Training
80 hours
Event Photographers 20 Total, 5 per launch
Cost per Item
.50
.50
.40
.40
1.00
.75
.10
3.50
60/per hour
500
TOTAL:
Total
$200
$200
$300
$300
$950
$3750
$1200
$35000
$4800
$10000
$56,700.00
Web site
Webpage setup and maintenance for nine months
$2000
$2000
Paul Marcarelli, Spokesman
$15000
$15000
Media Kits
Media Releases
Media Advisory
Backgrounder
Fact Sheet
Folders
CD Inserts
Business cards
Brochures
Photographs
CEO Biographies
Pitch Memo
500
500
500
500
500
500
900
500
900
1500
500
.40
.40
.40
.40
1.50
.80
.15
.75
1.00
.50
.50
TOTAL:
$200
$200
$200
$200
$750
$400
$135
$375
$900
$750
$250
$4,360.00
TOTAL OOP: $78,060.00
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Professional Service Fees
Staff Member
Principal
Associate I
Associate II
Associate III
Associate IV
Staff (2 Members)
Graphic Artist
Hours
7 hrs/week, 24 weeks
10 hrs/week, 25 weeks
12 hrs/week, 26 weeks
15 hrs/week, 30 weeks
18 hours/week, 30 weeks
20 hrs/week, 30 weeks
5 hrs/week, 30 weeks
Cost per hour
$225
$180
$150
$100
$80
$60
$100
Total
$37,800
$45,000
$46,800
$45,000
$43,200
$36,000
$15,000
TOTAL PROFESSIONAL FEES: $268,800.00
TOTAL: $346,860.00
10% Contingency: $34,686.00
OVERALL TOTAL: $381,546.00
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EVALUATION
Measurement of Product Distribution
This type of evaluation provides Research in Motion Ltd. with an organized method to
gather information. Keeping a count of how many press releases, media kits, feature
stories, photos, etc. were distributed and produced in a given time period would give
RIM’s management an opportunity to recognize the media relation team’s productivity
and overall effectiveness at the conclusion of the campaign. The communications team
could then report on the dissemination of the products and what media sources they
worked with throughout the campaign, which would give management an idea of to
how wide the distribution range is and how many news sources showed an interest in
the Text n’ Talk application.
Media Impressions
This method for measuring the success of our campaign allows us to calculate the
amount of gross impressions, or total number of target audience members per
household, that were exposed to our product. We could compile numbers regarding the
circulation of the publications in which the story appeared. For broadcast organizations,
the average number of listeners or viewers per household would be used, so this would
give Research in Motion an estimate of how many impressions, or individuals, actually
received the intended message from watching television.
Monitoring the Internet
Our team could calculate how many people visited the Web page seeking information
about the Text n’ Talk application and how many people actively participated in any of
the discussion boards. We could also gain information from learning about how many
times our product was entered into a search engine such as Google or Yahoo.
Focus Groups
Our team could conduct periodic focus groups with members of our primary and
secondary audiences to determine the overall satisfaction levels of our customers
toward our product. We will conduct focus groups throughout the campaign and we
could also use the results to figure out if consumers could accurately recall any of the
key messages we tried to present throughout the campaign to see if our marketing
methods were effective.
Content Analysis
RIM could conduct systematic tracking of press clippings and broadcast mentions in
any of our target media sources. We could focus on analyzing audience reach and
message content regarding any media mention of the Text n’ Talk application.
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Event Attendance
Have a Verizon Wireless employee at each of the four key locations keep an accurate
count of how many people attended each launch event party and if they were exposed to
our message at the launch event. We could also interview several key publics about
what they thought of the launch event party and whether or not the launch made them.
Post-event Questionnaires/Surveys
After each launch event, we could pass out short surveys to guests and offer small
prizes for participants who fill out the survey. Questions included could determine
whether or not the launch event was influential in persuading each guest to purchase the
Text n’ Talk application once it becomes available to the public.
Product Sales
Examine all of the statistics and data collected to calculate the percent increase of sales
of the Text n’ Talk application in the months following its release. We could compare
this data with other products that may be similar or made available by competitors
during and after the campaign.
Media Coverage
Determine whether the tone of the media coverage was positive or negative, whether
our audience picked up on our key visuals and key messages and whether our
spokesman was quoted in a variety of media outlets.
Interactive Web site Options
We have already mentioned monitoring the Internet, but other evaluation methods can
be used in regard to a specific aspect of the Web site. It would be important to evaluate
not only how many visitors saw the Verizon Wireless Web site section dedicated to the
Text n’ Talk application, but also to determine how long each visitor spent exploring
the Web site and whether or not he or she hit specific landing pages that might
encourage them to become consumers of the product.
Public Inquiries
Keep tracks of how many letters, e-mails and telephone calls that Research in Motion
and Verizon Wireless received regarding the Text n’ Talk product. Figure out if there
was a negative or positive correlation compared to numbers from last year and
determine whether or not the number of inquiries were of a positive or negative tone.
32
REFERENCES
1. www.rim.com
2.http://www.informationweek.com/news/globalcio/roi/showArticle.jhtml?articleID=21
9400468
3. http://na.BlackBerry.com
4. http://articles.moneycentral.msn.com/Insurance/InsureYourCar/carmakers-feardistracted-driving-backlash.aspx
5. http://editorial.autos.msn.com/article.aspx?cp-documentid=1076338
6. http://www.usnews.com/articles/news/national/2008/02/11/outlawing-textmessaging-while-driving.html
7.http://www.businessweek.com/technology/ByteOfTheApple/blog/archives/2008/02/a
pple_versus_ri.html
8. http://www.ghsa.org/html/stateinfo/laws/cellphone_laws.html
9. http://www.usatoday.com/money/advertising/adtrack/2004-02-22-trackverizon_x.htm
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Shay Broderick
November 12, 2009
8247-1403
PUR4100 Communication Plan
Personal Proofing Checklist
1. Overuse of the word “I”
2. Too wordy/choppy, learn to use other vocabulary words to make sentences
succinct
3. Use formal name when signing all documents
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