We are Insignis, a new agency full of drive and untapped potential. Just because we are the new kids on the block doesn’t mean we don’t have the experience to get the job done. With innovators from every discipline in the indus-try we solve problems like it’s our job. Ok, it is our job…but what matters is that we are good at it. ey say when you choose a name it should re ect who you are… Insignis is Latin for “distinguished” or “remarkable,” so you do the math.

!"#$%&'()*If you’re reading this, it’s because you want to be success-ful, victorious, pro table, envied, desired, or any number of attractive adjectives. But before you can be any of these things, you must rst Be Recognized. And that’s where we come in. Insignis uses innovative solutions to cra power-ful, integrated messages that put the “know” in “known”. Our number one goal is simple…we aim to please. We take care of the hard part so you can worry about being yourself because at the end of the day if you’re not yourself, you’re just somebody else.

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Executive Summary 1

Market Analysis 2-4

Internal Analysis 5-7

Target 8-9

Strategy 10-12

Branding & Positioning 13-14

Creative Objectives 15-16

Creative Executions 17-31

Public Relations 32-33

Media Plan 34-35

Budget 36-37

Methodology & Testing 38-39

Evaluation 40-41

3rd Year Recommendations 42-43

Works Cited & Credit 44

1

While traditionally the term “blah, blah, blah” is rather well, blah… It doesn’t have to be, we are here to breathe new life into the Blababooth brand.

Friendship is one of the most important aspects in a young teen girl’s life. !ey are heavily in"uenced by their peers and are leaders of current market trends. We found that Blababooth will be able to create brand awareness and a presence of brand recognition by fo-cusing on these factors that the consumer is interested in.

Blababooth is the #rst Internet-enabled photo booth with integrated social-networking features that make it the most modern and entertaining coin-operated photo-amusement on the market today. Blababooth furthers the experience of an original photo booth by creating a unique experience that is unlike any other.

!rough the research and insights collected, we have found that there is potential for further growth, as Bla-babooth’s control of the market and the unique expe-rience associated with the product allow it to remain miles ahead of the competition.

Friendship matters. Memories matter. A strong com-munity matters. Blababooth will unify these values that de#ne the lifestyles of its target consumer, “the trend-ing teens”.

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!"##$%&'()*$'+,'&-$'./#0$&1' Huge popularity in Japan; very limited in the US; con-sidered a dying trend due to many forms of photo technol-ogy available today. !ere are three or four times as many photo booths in the UK than there are in America. In the US, photo booths are typically installed indoors in places for entertainment, such as video arcades and amusement parks. In Europe and Japan, photo booths are mainly to be found in places of high footfall such as railway stations, shopping centers and supermarkets, as their main use is for passports, driving licenses, and other forms of identi"ca-tion (DeAngelis, 2010).

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Huge potential, steady decline since market bottomed out, past 4-6 months getting back to pre-crash numbers. Unlimited growth because of the control of the market and uniqueness of the experience and the product. Since the recession, sales of the entire company went down 20 to 30%, but over the last four to six months, sales have steadily rose (Granados, 2011).

&-$'./#0$&1Due to limited competition currently in the marketplace (advanced to the point of #uent social media) pro"tability seems promising. Potential for pro"tability is extremely high; as the com-pany grows the revenue sharing will diminish. Companies will request Blababooth; they will not have to share the pro"t due to exposure. Currently every customer equals seven views online for the company, as booths grow the company could increase up to 20 views per person. Partnerships: Cinemark, Forever 21, CW (Gossip Girl), MTV, Coca-Cola, Old Navy (Granados, 2011).

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!e Blababooth brand packages its image to a vibrant, energetic, and silly individual seeking fun, amusement and shared experiences to remember forever; furthers the experience of an original photo booth.Blababooth represents a small number of revenue share booths. !ere are approximately 140 Blababooths (out of the company’s to-tal 3,000) nationwide throughout several mall and theater locations. Blababooth sales have not been incrementally more than the regular photo booth sales (Granados, 2011).

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Bringing awareness to Blababooth with promotional partnerships and contests. Attracting relevant target audiences through popular music artists, retail stores, and movies.

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First in its category to o$er Internet-enabled photo booth with social networking integration

Video recording during booth sessions

Consumers experience positive memories and experiences

Integrates community by building brand relationships with consumers

Social media presence on website

Confusion of a%liation with Fantasy Entertainment and Foto Fantasy

Lack of product presence and proximity in retail locations

Lacking logo visibility on photo strips

Limited information on Web site

Virtually no YouTube video presence

Lack of awareness on popular social networking sites

Very little sponsorships/partnerships

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5

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Most modern and entertaining coin-operated photo amusement on the market today.First Internet-enabled photo booth integrated with social media.Strive to have the experience associated with Blababooth become a leading and active role in the social media community.29% of users are registering on the Blababooth site and 55% are claiming content (Granados, 2011).A$ordable for the target demographic.

>9$#9)$31 Heavy consumers are those that are leaders of cur-rent market trends.!ey are most in#uenced by peers; they want the newest product of its generation.Television and musical stars also in#uence them.!ey have begun an individual sense of expression, and they shop with friends for approval or what is most popular at the time.

Blababooth can create brand awareness and a presence of brand recognition by focusing on these areas where the consumer is most interested.

Promotion: Partnerships such as Forever 21, Cinemark and Old Navy can use booths as promotional tools; therefore they pay for the privilege of using the booths and also are opportunities to appeal to the consumer.

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6

Blababooth’s main competition are the company’s indirect competitors that include smart phones with cameras, digital cameras, Photo Boxi or other vending products. !ese include !e Hurricane Simulator Booth as well as apps because consumers have their phones with them and can use them at their discretion and share the experience themselves without utilizing photo booths.

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5)#$6&'!+;@$&)&+#:11. PHOTO-ME: Manufactures and operates original self-service for strip color and black and white photo booth.2. PhotoWorks Interactive: Self-manufactured photo booths for sale or rental.3. Smart Industries: Full line of self-manufactured photo booths and amusement products for the coin-op industry.4. Apps: Such as Apple’s photo booth.

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Most imaging kiosks are not Internet enabled.Digital cameras, smart phones, and apps might pose a threat to photo booths because consum-ers can create the entire photo and video shar-ing the experience themselves, without utilizing photo booths.Other photo booths o$er photo strips for rea-sonable prices.

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Apple Photo Booth app. o$ers the opportunity to manage and edit photos and videos, whereas photo booths currently don’t.Less brand awareness of competing photo booths and less market share.

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A$11. Enhancing Blababooth’s already key di$erentiating factor by increasing the accessibility and convenience of uploading photos and videos directly to Facebook, Twitter, YouTube and other relevant social networking sites.2. Value-added in the minds of the customer. O$ering rewards or bene"ts of sharing photos through Blababooth by partnering with various companies or other rewards or points based social media. O$ering rewards for brands and companies customers would enjoy; anything that is of interest to the con-sumer.3. Enhanced through perceptions of quality- Highlighting the uniqueness of Blababooth compared to other photo booths by gaining public awareness, popularity, and endorsement from other trusted sources and in#uencers.

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Apps users can use on the go at their convenience are very popular (Apple, Droid, etc.)Integration into Smartphone category; Mobile Marketing spending will surpass $1 Billion this year. (Granados, 2011)!e recession gives low-cost entertainment more opportunity to appeal to kids and family.Social media growth allows for continual updates to the Blababooth brand.Technological advancements allow for convenience factors, such as portability.Making memories and bonding with kids. (DeAnge-lis, 2011)

&-$)#'D$7/&)9$'(&#$%<&-:1'Social Media - community aspect, cost e$ective, far reaching.Product Placement - story telling, associating Blababooth with an inspira-tional "gure.Out of home extensions - Photo Booth: Macs.Mobile Technology - Apps, social media, integration into phone.Blababooth is a manufacturer to rental companies, malls, and movie the-atres.!e channels of distribution are direct to the consumer (Granados, 2011).

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C<$1'13-17 year old girlsE4"6/&)+%'F$9$71'Junior high school and sigh school

?%6+;$1Teens generally rely on parents for money or have part-time jobs.!ese allowances or wages for a part time job pay out in small increments, which works against a large purchase such as a camera.(MediaMark, 2004).

G/7"$:1Independence, being on the cutting edge of pop culture and fashion, friends, community, fun, and entertainment50% say that it’s important to "t in.72% say that they make friends easily.(TRU, 2002).

.+&)9/&)+%:1Other peers as heavy in#uencers.Immediate grati"cation.Mostly concern themselves with how others perceive them.When at the mall, they use photo booths as a social tool for promoting themselves like a brand.!ey are motivated to remain constantly on the cutting edge (Media Mark, 2004).

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H$%%),$#'H+%$:She is a 15-year-old girl who goes to high school. She lives in a single-family house in a middle class neighborhood with her parents, older sister and dog.

She is very conscious of how others perceive her and is very interested in fashion and pop culture. She takes style tips from her older sister Jean, who is 18 years old.

Jennifer shops at Forever 21, Old Navy, and Claire’s. She is individualistic and independent, but she also values the relationships in her family as well (and most importantly at this age) those with her friends.

She is a cheerleader for the football team at school and her favorite hangout spot is the local mall.

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I+3'?&'=+#0:1Documenting ‘in the moment’ at a Blababooth is less hassle. No having to lug around a digital camera, remembering to upload the photos later on, storing them on your computer where they’ll get jumbled in with everything else on your hard-drive. Instead you get to have a unique/fun experience right at the venue in our booth and the image (along with an experiential video) is uploaded to our site where it is saved and organized under your account. !en it is easy to transfer everything to your social media outlet of choice.

On top of the organizational factor, the designing and template/lay out is all done from the convenience of your home. !is is where you can personalize that favorite moment. All the work that usual-ly takes hours as well as numerous supplies is consolidated directly into the actual experience making documenting your memories fun and e$ortless. By branding the experience as a Blababooth experience we are creating brand awareness/recognition, as well as loyalty within the mind of the young consumer. We are thus creat-ing a brand loyalist who is able to authentically represent herself, as well as the moments she encountered with her friends.

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!e idea behind our strategy is being more than a photo booth, but a virtual scrapbook. Scrapbooking is a major trend within the US:

Over 25 million people in the United States alone consider themselves to be scrapbookers (Danahinders, 2010).Almost 30% of all U.S. households have at least one family member who scrapbooks (Danahinders, 2010).Scrapbooking is the fastest growing sector of the cra& and hobby industry and now considered to be the third most popular cra& in the nation. From 2002 to 2004, sales of scrapbooking products increased by over 27% across the United States(Danahinders, 2010).

Something our demographic of 13-17 year old girls loves to do is document special mo-ments in their lives AUTHENTICALLY. Whether it is seeing a concert, going shopping with your best friends or celebrating a Sweet 16, young girls want to create and maintain that memory.

Right now in order to scrapbook or as we call it “maintain memories” you have to visit a store such as Michael’s or AC Moore and buy many di$erent arts and cra&s products, which tends to get expensive, messy and timely:

!e average scrapbooker spends almost three hours per week working on layouts and other related projects (Danahinders, 2010).!e average scrapbooker owns nearly $2,000 in tools and supplies (Danahinders, 2010).Scrapbookers average 6.1 visits to cra& stores per scrapbook (Scrapbooking Statistics, 2005).Scrapbookers spend an average of $81 per scrapbook (Scrapbooking Statistics, 2005).

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1) Creating Brand Awareness2) Build Community3) Drive engagement4) Generate Loyalty

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Perceived Quality: Blababooth will be synonymous with capturing authentic re#ections of friendship. By creating a personalized virtual scrapbook through Blababooth, consumers will be able to express themselves and capture authentic re#ections of friendship to share with more friends or family members.

Creating a virtual scrapbook connects to the consumers’ mindsets because it allows them to share in a social experience, express their individuality and creativity, and build up their identity on social media. !e virtual scrapbook will make all of this possible by hav-ing creative and original options to choose from such as frames for photos and all of the typical scrapbooking materials one might "nd.

A#/%4'C3/#$%$::Brand awareness will depend on several factors. !e "rst will be the point of purchase displays as well as the brand logo. !ese must be redesigned so that no matter where the Blababooth is located or what other company associations it has, its own brand is easily recognizable.

Another aspect of brand awareness will be to redesign elements of the Blababooth photo strip paper. Especially when work-ing with other companies, such as Forever 21, the actual photo strip still has to be identi"able mostly with Blababooth. !e new marketing strategy would redesign the photo strips so that the Blababooth logo is more prominent and visible on the strip.

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A#/%4'C::+6)/&)+%1Organizational associations: Blababooth will have partnerships with di$erent companies, vendors, and events (continuing some already established ones) such as Cinemark, Forever21, MTV, Coca-Cola, and Old Navy.

1. Brand Personality: Blababooth’s brand personality can be described as fun, entertaining, hip, playful, and silly but not kid-like. By branding it as a product for a hip, mature but still young-audi-ence, the primary teen consumers will be drawn to it because they might aspire to be perceived as older. At the same time older con-sumers will still be able to use it without seeming to be completely child-like.

1. Emotional Bene"ts: !e primary emotional bene"t of Blaba-booth will be to capture authentic re#ections of friendship. Blaba-booth is able to capture the sincerity of friendship in its realest form and create an option to share that with the world.

1. Self-Expressive: !e self-expressive bene"ts of Blababooth will be that it allows for individuality and self-promotion. Consum-ers can build their virtual scrapbooks according to their individual creative tastes and express not only what they like but also exactly who they are.

Brand loyalty for Blababooth will be built through the creation of virtual scrapbooks, the ability of the product to capture authentic re#ections of friendship, and various o$ers ofcustomer incentives. By integrating a unique physical space with the technology of social media, Blababooth combines the sharing capabilities of smart phones with the experience of the original photo booth.

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Blababooth is the only photo booth that records and captures authentic re#ections of friendship and allows you to integrate these re#ections within social media to create an

individualized virtual scrapbook in addition to the physical photo strips.

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Branding is the most prominent issue because the brand name does not resonate in the mind of the consumer.

C::)<%;$%&1'Develop top of mind awareness of Blababooth within the mind of the consumer. Highlight key di$erentiation factors (social media components, virtual scrapbooking through video capturing feature).

C&&)&"4$1'Now: Photo booths are fun and a great way to capture moments with friends, but they’re kind of outdated. !ere’s no need to go use one in the mall anymore when I have other convenient devices like my iPhone, com-puter and digital camera.

Future: I like to share photos easily online with my friends and document good times through making scrapbooks. Blababooth helps me do this by creating a fun experience and allowing the ability to easily share with friends through online communities.

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We are aiming for young girls, ages 13-17. !ey are seeking ap-proval and acceptance, as well as recreational activities that allow them to document their time spent with friends. !ese girls are expecting immediate grati"cation from technology, therefore the features of the booth will appeal to them.

You should use Blababooth as your photo booth for your next trip to the mall or movie theater because it creates authentic re#ections of friendship by document-ing your memories. Our booths give you more than just photo strips; they also integrate video capturing and social media capabilities. Now capturing, and more importantly, remembering that special moment is as easy as hopping inside the booth then paying us a visit online.

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Loyalty ProgramsDiscounts/Coupons to consumer’s favorites (i.e. Partnerships with Cinemark, Forever 21 etc.)Virtual Scrapbooking that stays technologically relevant and allows consumer to share their personalized photo experi-encesKeep updating graphics so that they stay relevant and exciting to the audienceHold contests to gain consumer insight, but also to give them a voice.

=-/&'):'&-$'!"##$%&'E%9)#+%;$%&JPeople do not seek out photo booths they stumble upon them. !eir choice in using one photobooth over another is not based on a selective choice but merely convenience because people do not di$erentiate photobooth brands. Photo booths are still con-sidered an “old fashioned” form of entertainment and something that one does impulsively. Blababooth is a unique brand of photo-booth that has a point of di$erentiation and can be an a$ordable method of documenting memories; compared to other mediums this is a less expensive alternative. !e social media components and the video playback contribute to the virtual memory making through authentic re#ections of friendships.

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Users will be involved with the product largely through social media and online marketing initiatives. !e Blababooth virtual scrapbook itself is a great marketing tool because it is shared with others. !e product website, Facebook, Twitter, and loca-tion-based social media such as Foursquare will serve as key tools for engaging consumers. Partnerships with popular retail-ers and relevant businesses will also involve consumers who might not otherwise be exposed to the product.

Blababooth is fun, silly, and authentic. !e brand stays on trend by providing consumers with a photo experience that they can share virally and customize to their unique personali-ties and relationships with their friends and loved ones.

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Blababooth can be the consumer’s alternative to traditional scrap-booking. Rather than to simply use Blababooth as an ordinary photo booth, it should be used as a platform for documenting memories. In order to be a more successful brand we want our target market (13-17 year old girls) to promote Blababooth through word or mouth, buzz, and viral opportunities.

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B-$'8-+&+'A++&-1Brand trademark/logo:

Brand trademark/ logo has been changed to re#ect brand and target audience.Brighter colors and more prominent position on the booth.!e Blababooth tagline is “Snap, Create & Share.” It is the simplest and most direct way of explaining what Blababooth is used for.!e tagline has been added underneath the brand logo.

Outside of booth:

Design and layout of the photo booth has been changed to a simpler, more age and image appropriate point of purchase.More youthful and fun images have been utilized to connect the brand experience with the consumers.Scrapbook elements added as visual images to outside of booth. Images and designs will change depending on geographic location or promotional partners but overall design esthetic is the same for all booths. Actual, pre-recorded and authorized videos to be shown on monitor on outside of booth.QR code added for instant uploading of photos and videos, and promotional uses.Social networking site logos subtly added to outside booth, not obscuring outside wallpaper.

Inside of booth:

Wallpaper of brand trademark/ logo inside the booth to show up on strips and video in order to help promote the brand.

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B-$'8-+&+'(&#)@:1Brand trademark/logo has been placed prominently on strips.Personal customization features emphasized on strips.Promotional code, web link, and instructions moved to back of strip.Icons from social networking sites removed from strips.

Forever 21 strip Regular strip Back of strip

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Basic templates with some colors, fonts, photo insert positions, and object inserts have been created.Users can also customize their scrapbooks and choose various backgrounds, fonts, and colors without using a speci"c tem-plate.More advanced templates can be unlocked by consumers through participation in an event or marketing campaign.Object inserts: just like an actual scrapbook, there are di$erent image cutouts that can be placed in the scrapbook (for exam-ple: the Ei$el Tower, food items, musical instruments, etc.).Users can place their videos or photos anywhere in the scrapbook by dragging them in.

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2$%$#/7'5$:)<%'E:&-$&)61Mimic the Booth: !e Site should aim to be moreinteractive like a Blababooth. Perhaps having videos that give the consumer a virtual tour of a Blababooth could be one way to execute this. !e top section of landing page could have an ongoing slideshow of real photos taken in the booth. Overall, the site should be vibrant, fun, and all about friendship.

Logo: !e new Blababooth logo has been prominently placed in the center/top of the website. !is will build brand awareness and make the website more user friendly.

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Blababooth is di$erent, unique, fun, and designed to allow con-sumers to show their true re#ections of friendship and their most personal moments. !e website will not just be a pit-stop forchecking your photo strips, it will be an online community of friends interested in virtually scrapbooking their memories. By adding a “My Page” section to the website, consumers will be able to enjoy their photo strips online while also adding all of their video content, social networks, contest memberships, and most importantly their own scrapbooking personality. !eir page is designed by them and is uniquely di$erent from their friends’ pages. All of their strips can be found on their page, that way their friends can easily see photos of people they know instead of searching for them. !eir booth videos will be on the page as well. !e page will give options to format and design the page according to their preference. !ere will be a wide variety of options such as colors, mock scrapbooking details, and other “home-made” looking options. “My Page” should speak to the con-sumer as a true re#ection of their personality similar to there#ections of friendship found in all of their photos.

!e website would have a space dedicated to Blabarazzi, which is Blababooth’s own social media space. !e Blabarazzi page would also be a space where users upload content in order to enter con-tests or promotional events. Blabarazzi would create a greater sense of community and social connection for consumers, and would also help drive tra%c to the Blababooth website because us-ers would be checking back frequently to see who has been view-ing their page.

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!e landing page for Blababooth will show a live Twitter feed. !e feed will display current conversations being discussed about Blababooth from Blababooth’s handle or any related hashtags from Blababooth part-nerships/contests. When a partnership, such as Forever21 or Old Navy is planned, an appropriate hashtag for the partnership or contest will begin from Blababooth and then be perpetuated by consumers. Having the Twitter feed on the website will allow consumers to become more aware of the social media platforms that Blababooth utilizes and will build brand awareness.

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Any current Blababooth contests will be easily found on the website. A speci"c section of the website will be dedicated to contests and will have a simple call-to-action option, which will be the “join the contest” option. Blababooth consumers can instantly join a contest that is interesting and relevant to them.

8/#&%$#:-)@:1'Any partnered companies with Blababooth will share a space on the website that details some of the incentives of the part-nerships such as contests and discount opportunities. !e partnership companies are well known and resonate well with our target; therefore, those partnerships should be used to Bla-babooth’s greatest advantage. For example, if a partnership with Cinemark involves a new movie, the Blababooth website should promote that partnership in coordination with the theme of the movie. !e section of the website dedicated to partnerships should leave a space for possible movie advertisements such as trailers or movie posters. Amongst the advertisements will be an option to join a promotional contest with Blababooth to receive free tickets to a movie screening or other form of incen-tive.A discussion board, chat, bulletin board or another section

where you could post questions, topics, or review your expe-rience with Blababooth is a necessary addition to the page. It could specify which speci"c booth location the customer used so better upkeep and management can be taken with each booth. Customers would be able to make suggestions for changes and engage in conversations with other customers as well as Blababooth representatives. !is option would allow Blababooth to track customer satisfaction as well as create a better sense of community amongst Blababooth users.

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!is would be the initial page that the site address takes you to.

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1) Invitational’s (Forever 21/Cinemark):

Our target of 13-17 year old girls loves to feel special and ex-clusive. Being given an opportunity to see or experience some-thing before their friends is a great way to win these girls over. By granting our loyal customers access to exclusive invitationals from our partners at Forever 21 and Cinemark, we are doing just that. Invites to Forever 21 will occur around new Fall/Spring line fashion shows where the girls can try on the new clothes before anyone else. !is a chance to take pictures in the in-store Blaba-booths to send to their friends over Facebook and Flickr, which will promote not only the clothing and the exclusivity, but Bla-babooth as well. For Cinemark there will be invitationals around the releases of select new movies where customers will be invited to advanced screenings. Again this will allow them to showcase authenticity at the premieres since they are the biggest fans of movies such as Twilight and will be rewarded for that. !ey can take pictures at the screening in our Cinemark Blababooths, which will promote the movie and the Blababooth brand.

2) Sweet 16’s:

As MTV has shown us, today’s 16-year-old girl (who falls directly within our target) is all about having the best sweet 16 party out there. Since there already is friendly competition when it comes to these parties, why not use this to Blababooth’s advantage. !e booths will have an individual category to record Sweet 16 invites to send out over social media sites such as Facebook and Myspace, or directly through email. Here the girls can design and customize their own Sweet 16 invitations through the recording feature inside the booth. !is will also allow them to create photo strips that they can hand out at the party as keepsakes to remember the big day. A&er all is said and done the booth can be utilized to go back and quickly and easily record those ever so annoying thank you cards, that Mom’s around the world are notorious for requiring. As a special promotion for the launch of this program, Blababooth will give away a free Super Sweet 16 party to the girl who creates the most original and authentic invi-tation to her Sweet 16. !ese parties are all about girls trying to cap-ture who they are at that moment in time and share it with friends, and Blababooth will allow them to do just that.

3) Take a photo with a friend:

Girls young and old love to shop, dress up, and take photos with their friends. !is is key to our target that would be traveling to the mall as a recreational activity with a group of girlfriends. Take a Photo With a Friend will encourage our 13-17 year old target consumers to go to a Forever 21 with their friends and take photos wearing Forever 21 attire in one of these stores. Once these photos are uploaded to the website, Blababooth will track your photo and enter you into a drawing to win coupons for 20% o$ of Forever 21 merchandise. !is promotion could also be applied to Old Navy and other partnerships.

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All of the following contest ideas are cheap and a$ordable ways that will "t into our cam-paign budget.

Art: Most creative Blababooth scrapbook.

Portrays both creativity and the most special friendship moments. Minimum of 5 photos.Winner will receive 3 free Blababooth sessions, a $50 iTunes gi& card that can be used for future Blababooth creations in the booth and also the opportunity to become the face of Blababooth (main image that will be portrayed on the website and booths).

Twitter: Create a #hashtag for Blababooth: #pose4blaba

Post incentives on Twitter that would entice people to follow the Twitter account more.Have a free giveaway each month—movie tickets, coupons to places in the mall, gi& cer-ti"cates etc. In order to win these giveaways, you need to be the "rst person to Tweet from a Blaba-booth location.Days and times of the monthly giveaways will be posted consecutively.

Partnership:

If there is a new movie coming out that Blababooth partnered with, the contest can con-sist of contestants editing and creating a themed movie video based on that movie. Top 3 winners will receive two movie tickets to that movie coming out. !e same can be applied to Forever 21. Consumers can upload their videos/pictures in the Blababooth with their best Forever 21 out"ts and the winners will win a $100 gi& card to Forever 21.

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Blababooth is looking to expand its e$orts in retail stores, speci"cally Old Navy. In a television commercial or print advertisement, Old Navy models could be inside a Blababooth taking photos of their Old Navy Super Cute Tees (which may be an item coming out for their summer clothing line). !ey could then o$er a similar discount opportunity as the Forever 21 invitational idea, in which con-sumers could receive a coupon for showcasing Old Navy’s new clothing line by taking photos in the Blababooth.

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!e Reality Challenge

“!e Reality Challenge” will be a casting call for an MTV reality show, where consumers enter their auditions exclusively through videos taken from Blababooths. !e partnership will be between MTV, Bla-babooth, Coca Cola, Warner Bros. Music, and Forever 21. !e goals of this event and partnership are "rst, to promote the video-capture Blababooth feature, which has been widely misunderstood, in a way that consumers can understand the correct usage for it. Secondly, to create a mutually bene"cial experience where Blababooth will commu-nicate its brand experience and personality to consumers, who share the same traits. And "nally, to build lasting relationships with consum-ers by showing them what the brand is all about.

Old Navy Partnership

A partnership with Old Navy could give Blababooth a great opportunity to be featured in their “Super C.U.T.E.” commer-cial. !e scenes in the commercial featuring Blababooth could portray a model and her friends posing together wearing their Super C.U.T.E. tees, dresses, or any other upcoming styles. !ese scenes could also feature a view of the photos actually printing with the models in their out"ts. Another scene could show the girls at their laptops or on their mobile phones sharing the con-tent. !e iPhone app Shazam could also be utilized to add music to the experience or to link consumers to the styles seen in the commercial and other current and future styles.

Sweet 16 Launch

Blababooth will give away a free Sweet 16 party to the girl who creates the most individualized and personalized invitation to her Sweet 16. Submissions will consist of personalized re-cordings of invitations to ideal Sweet 16 parties. Entrants will create a pro"le on Blababooth’s site, where they will upload their videos and photo strips from the sessions. Here, they will personalize their invites using scrapbook feature. Once upload-ed, entrants will have the opportunity to vote on one another’s invites using the new “Blabarazzi” feature on the site. A panel of judges will decide on the best invite. Social media be used to promote the launch of the program.

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./:6+&1Blabagirl is a mascot who would wear an identifying cos-tume and would go around the city giving out deals and coupons. She would post updates on her whereabouts through Facebook and Twitter and people would meet her at a location to collect prizes. Blabagirl would then take a picture of herself with the people who found her and post it on Facebook and Twitter.

B3)&&$#1A live Twitter feed will be established on the Blababooth website to create and maintain conversations with our teenage target. !e Hashtag #pose4blaba will be imple-mented to allow people to search and communicate with Blababooth topics more easily and in a more organized manner. !e Twitter feed will feature incentives to get Blababooth consumers interested in caring and wanting to be involved with the community. !ese incentives are to include a giveaway every month. Twitter will be used for Blababooth to connect with consumers on a personal level.

Blabarazzi will be Blababooth’s own social media space where users can share and view other user’s content. Users will create a pro"le and have the ability to post pictures, video, and scrapbook pages as well as having the option of tagging other users, creating labels for projects, and comment on others’ work. Content can be made pub-lic or private. Blababooth will also provide users with the feature of knowing who’s viewed their pages and how many views their pages get. !e purpose of Blabarazzi is to foster a sense of community and give users a chance to interact with each other about the product and experience as well as to drive tra%c to the Blababooth website.

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E9$%&1Scavenger Hunt. Participants would be noti"ed of what their "rst clue is by Facebook. !ey would then go throughout a city and do a number of tasks and collect a number of items at various locations (the clues to the next tasks would be located in these various areas). !e next step would be to go to the nearest Blababooth in that city and document that they have collected each of the items and ac-complished each of the tasks through a photo strip and then design a scrapbook around the scavenger hunt. Submitting a scrapbook would qualify them to win a prize.

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B-$'>9$#/77'87/%1With our media plan, we will focus on creating brand awareness through the use of social media. We will increase the usage and return on investment, ultimately building a community, driving engagement, and generating loyalty.

In 2011, 63.7% of US Internet users will use social networks on a regular basis – teens being the heaviest group of users (Demographics 2011).

Based on the foundation of capitalizing on the psychographics and technographics of our target, our campaign is designed to reach the pertinent stages of our target’s life. Online materials will be utilized to capture our target as it relates to their growth and their memory-making lifestyles.

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To assess the e$ectiveness, Blababooth will monitor sales, new customers, consumer and brand interaction, booth tra%c, website tra%c, and click-through rates.

In order to determine an increase in tra%c to booths, Blababooth will measure the cur-rent tra%c in comparison to post-campaign.Customers will redeem coupons from print ads for discounts with their purchase. Coding these can help determine which ad or publication generates the best results.Measuring the response rates from incentives o$ered on Twitter will show an increase in following and consumer interaction. Compare pre- and post-advertising tra%c on the website by tracking the hits on the site.We will use a social media platform for analytics to keep track of trends on Facebook and Twitter. (TweetDeck, HootSuite).Tracking video sharing on YouTube from the website. (YouTube Analytics). Speci"c codes for each medium that tracks where the consumer was informed of Blaba-booth. Code would be used when signing up on Blababooth’s website.Measuring tra%c from Blababooth’s website to partnership sites, and vice versa via analyt-ics. Google analytics is bene"cial to keep track of all tra%cking.

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Attach surveys to twitter and FB blasts on promotions for con-tests. Incentivize them by o$ering 5% o$ dependent on the part-ner and seasonality of o$ers at their stores (Forever 21, Old Navy, Cinemark) or directly at Blababooth for returned and completed surveys.

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Determine attitudes of brand experience before cam-paign begins. Introduce digital personal page scrapbooking option exclusively to the California area.

Determine attitudes of brand clarity before campaign begins. Introduce/test sample of copy from Blababooth website, tagline, wallpaper, etc. in California area.'8#$NB$:&)%<'OH/%'LPMLQ

Before campaign, pre testing meant to record thoughts before purchase, opinions from target market, and key industry behavior patterns.Evaluate customer satisfaction and opinions on brand.Track booth tra%c. Measurement of sales, social media, and website tra%c before the start of campaign.

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10 second in-booth video capturing instant feedback im-mediately a&er video recording and photos are taken. Website questionnaire before scrapbook option can begin.Track booth tra%c.8/#&%$#:-)@'B$:&)%<'OLPMLNLPMRQ

Coding redeemed couponsTrack social media responses and following through analytics (TweetDeck, HootSuite) Social Media Contests/#poseforblaba Track codes Track number of videos recoded each day throughout entire campaign Record analytics of sales, website/social media tra%c through various methods.'8+:&NB$:&)%<'O5$6'LPMRQ

Monitor sales increase and in order to increase vendsEvaluate thoughts about photo booths a&er usage and behavior that is consistent to measureTrack booth tra%c 3rd Year Reccomendations Monitor social mediaMonitor twitter hashtagsRank of booth’s site: QuantcastMeasure partnership sites

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Giving the Blababooth brand a way to connect with its target audience through virtual scrapbooking.Redesigning the website to re#ect the age, interests, values, and motivations of the target audience.Redesigning both points of purchase with more a user-friendly image that clearly communicates the Blababooth brand to consumers.·Guerilla marketing tactics that capture what is important to the target audience and capitalizing on these events to integrate Blababooth into the experience. Contests that utilize social-networking features of the product, promoting these features through consumer in-volvement and incentives.Surveying the target audience to determine their attitudes toward Blababooth before and a&er exposure.Creating partnerships and events with organizations like MTV and Old Navy to increase product and brand aware-ness within the target audience.Utilizing social media to create a sense of community of Blababooth users and to increase the company’s online presence.Creating a media plan that targets social media organically, utilizes out-of-home media such as cinema and mall advertising, and magazines that have a high readership index with our target through partnerships.

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Target audience’s interests, motivations and values show a strong sense of pop-culture and fashion, wanting to belong socially, and making friends easily.Scrapbooking emerged as a common pastime of the target audience.Consumers may be aware of photo booths, but don’t associate a brand with them.Photo booths are considered to be an impulse purchase.Consumers are not fully aware of all of Blababooth’s innovative features including video capture.Consumers generally are not aware of the Blababooth brand or product itself.Blababooth’s website didn’t re#ect the target consumers age and personalities.Blababooth’s photo booths and strips didn’t communicate the brand name or key messages.

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Increase budget to allow for a more sustained media plan and to allow for the me-diums of print and television as well as pop-up banner ads for digital media.Increase primary research by pro"ling target audience through mall intercept and cinema intercept surveys.Tracking sales/ vends through unique codes given to consumers to claim material.Monitoring social media tra%c and demographics.Monitoring hash tags.Monitor time spent on Blababooth website and manipulating it’s various features.

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Texting is one of the things 13-17 year old girls do best. On average teens send/receive 96 text messages a day (Nielsen) and 84% of teens have a cell phone (CMCH). Since texting has become the new preferred method of communication for these girls, personalizing the process is something that is extremely important. By partnering with Verizon, Blababooth will grant you the option to record a video in their booths. You will then customize that video and turn it into a video ringtone. You will be able to trade these customized ringtones with one another and the authentic re#ection of who you are will be communicated each time you text or call your friends. My Tones can be updated or re-recorded at any booth and can be shared directly through text messages, emails or social media sites.

8#+;'/%4'($;)'K+#;/7Attending prom or a semi formal is an important memory of high school that you share with your friends. Blababooth will become an important part of these young girls’ experiences by capturing their special day. Of course photographers and your best friend’s camera will be able to docu-ment your experience, but with Blababooth you can share these moments immediately online and have a more personalized and creative way (a scrapbook) to hold on to the memory of this event.

2),&'2)9)%<When certain times of the year roll around, whether it is a holi-day or a birthday, everyone can struggle with a gi& idea. While getting a gi& for just anyone can be di%cult, our creative andyouthful target can use their social media inspired minds to photograph themselves and design a template on Blababooth for an aforementioned time of year. !ere will be a variety of photo strip options for di$erent times of the year, which would coincide with particular holidays and events. !ese photo strips could be shared by uploading the template to Facebook, emailing to a speci"c friend, family member, or teacher, and lastly, through a printing option that will allow you to not only showcase your template digitally but also tangibly.

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2+::)@'2)#7In order to build and maintain brand awareness, Blababooth should partner with Twit-ter and !e CW’s “Gossip Girl” for product placement. Main characters Serena and Blair would have a "ght while posing in the prominently displayed Blababooth at an even on the show. !en, another main character, possibly Vanessa, would "nd the photo strip of the "ght with the unique code and upload the photos and video to the Gossip Girl feed that all of the characters on the show stay in touch with. !e actors would then tweet about the scene on Twitter a&er the show airs. !is would be a great way for Blababooth to connect with its target audience, as they are avid viewers of the show and a great way to get public-ity for Blababooth.

B/#<$&)%<'.+&-$#:Something our demographic of 13-17 year old girls loves to do is document special mo-ments in their lives. Mothers (98% of scrapbookers are women) are always eager to docu-ment family vacations as well as milestones in her family’s lives. (Danahinders, 2010.) Blababooth should "nd a way to, not only, encourage the cycle of documenting moments throughout a lifetime to pass on to children, but to brand the experience as a Blababooth experience in order to create brand awareness/recognition. We are thus creating a brand loyalist who will one day introduce her daughter to the Blababooth brand. Our target mar-ket consumer will use Blababooth to document her memories, as she gets older and transi-tions into our secondary demographic of 18-25. Once she has le& our main and secondary demographics she will still be in the Blababooth family, by introducing her children to the product and continuing the cycle.

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Arthur, A. (n.d.), www.g'mri.com

Danahinders. (n.d.). , www.scrapbooking.lovetoknow.com

www.emarketer.com/blog/index.php

www.mycreativememory.com

Tru Presentation 2002

A special thank you to Doug Quintal and Elizabeth Gra-nados for their gracious help and support. Many months of preparation have led us to this "nal campaign. We thank you for your contributions and continued e$ort with our team.

Alissa FeldbauBradley GelberTeodora KaltchevaChristina HernandezMichael Berman Rebecca DavisAdria !eoharides