Advertising presentation

Keeping Kids Warm

Casey Corley Amy Smith

Paige Walters Cody HoschAbby Brown

MKTG3132 AdCampaign, Fall 2010 2

Client Profile: Who Are We?

• Keeping Kids Warm is a locally based business which is committed to supplying blankets to every child in Georgia Foster Homes.

• Interns, Volunteers, Charitable Donators

• “Warm the World”

Client Profile: Mission Objectives

• Committed to providing the best quality blankets to foster children.

• Get the community involved in donating blankets for children.

• Provide less fortunate kids with a variety of blankets, throw, and quilts.

• The material will be organic and easy to clean.

3

Client Profile: TOWS Analysis• Threats:

– Foster children have no family– Can’t afford the proper clothing

• Opportunities:– Many funding sources are available – Chance to volunteer


Situational Analysis (cont.) Weaknesses:

– Unstable resource network – Low donations

Strengths:– Statistical support – Corporations want to be involved (CSR)

5

Marketing Objective(s)

To be the lead distributor for blankets. Expand the business by adding a warehouse in

another state within 2 years. In three years, be able to provide blankets to

every foster child in Georgia.


Target Market(s): Profile

• women ages 25-60.

• Psychographic profile: positive attitudes, charities and raising awareness.


Target Market(s): Infographics

• Local news stations (television and radio)• School kids & parents• Homeless shelters and churches.



Ad Campaign Objectives

• Supply foster children in Georgia with blankets.

• Create awareness about foster children in Georgia.

• After 5 years, have warehouses throughout Georgia and surrounding states.

AdCom Objective Examples•Place ads in newspapers such as Statesboro Herald•Billboard, Transit, and Facebook ads•Reach the Sunday “church” audience via newspaper ads

10

Message Strategy: Perceptual Map


Price Low

* Warmth Incorporated

*Burlington Factory

Message Strategy: Value Proposition

• Similar to TOMs Shoes—for every blanket purchased, one blanket donated

• Our offering: blankets, throws, or quilts in a variety of sizes and colors that are environmentally friendly


Positioning Statement• Blankets, throws and quilts. “Making the

World Warmer”• Keeping Kids Warm, Eco-friendly

products at an affordable price• By purchasing a blanket, customers are

also contributing to a charitable cause


Message Strategy: Campaign Theme

• “Make the World Warmer”• Integrative theme:

– A blanket that keeps you warm on the outside and the inside. It is environmentally friendly and friendly to foster children in need.


Media Selection• Print options

– Newspaper display ad– Newspaper FSI

• OOH options– Billboard– Bus Transit

• Internet ad option– Facebook ad

15

Media Placement & Budget: Schedule

• Facebook Ad Jan-Jun 2011 • Newspaper ad on Sundays• FSI on Wednesdays• Billboard 6 panel 100 showing • Bus Transit

16

Media Placement & Budget: Total Cost

• Newspaper =$2708• FSI =$104• Billboard =$5760• Bus transit =$435• Facebook Ad =$1400

• Total: $10,407

17

Media Placement & Budget

• CPM for all media– Newspaper = $96.72– FSI = $3.70– Billboard = $96.00– Internet = $2.50– Bus transit = $72.60

18

http://www.srds.com/frontMatter/sup_serv/calculator/cpm/index.html

Media Placement & Budget

• CPP for the following ads– Billboard = $384.00– Bus transit = $87.04

19

Print Ad : Newspaper

20

Quarter page 3 col. X 9.75-inch color ad run for one month on Sundays in the Statesboro Herald.

Make comprehensive proportional. $1,934.40

Print Ad : Newspaper FSI

FSI single sheet ONE SIDE 8½x11 glossy 80# paper sheet w/4 color = $0.10/sh

Insert on Wednesday, $37 per 10K (20K) = $74 21

Out-of-Home: Billboard

22

100 showing Jan-Jun 2011, Fair Rd. in front of Clyde’s 6 panel $19,200

Internet ad: Facebook

23

1

2 3

• Budget of $50.00 per day • 0.88 per click• Population of 30 and over is 9,260

Bus transit

24

• Population of 393,932• 6 panel billboard for $21,760

Advertising presentation

Documents

Transcript of Advertising presentation