Turtles Book

7/30/2019 Turtles Book

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TEENAGE MUTANT NINJA

TURTLE

S

BY

ZACHCAMMACK


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TABLE OF CONTENTS

Executive Summary

Background

Competition

Objectives

Target Audience

Strategies

Timeline

Budget

Survey

Media Alert

Media Kit

3

4

6

7

7

8

10

11

12

14

15z


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EXECUTIVE SUMMARY

We will be working with the Teenage Mutant Ninja Turtlesin order to increase their publicity and allow the citizens ofNew York City to realize exactly just how important the NinjaTurtles are when it comes to stopping crime and keeping thecitizens safe. Getting the our clients back into the public eyewill allow the citizens of New York City to see just how much

the Teenage Mutant Ninja Turtles do for the city.

We feel that setting up a variety of different publicappearences will allow us to portray the Teenage MutantNinja Turtles as the best crime fighting group that the city hasto offer. We have given ourselves a timeline of six months tocomplete our plan and believe that within that time we will be

able to accomplish our goals.


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BACKGROUND

The Teenage Mutant Ninja Turtles are New York Cityspremiere crime fighting team. Located out of the NYC sewers,the Ninja Turtles have spent years learning Martial Arts so thatthey might be able to protect the citizens of the United Stateslargest city. The Teenage Mutant Ninja Turtles got their startwhen four ordinary box turtles made their way into the sewer

after being abandoned by their owner. While in the sewers,the turtles came in contact with a mysterious green ooze thatmutated the turtles, giving them the ability to think and act ashumans. The mutation also caused the turtles to grow to thesame size and stature as humans.

The turtles were found by Splinter, a rat that had also

been mutated by ooze. Prior to Splinters mutation, he wasan ordinary rat owned by a master martial artist. Throughoutthe years, Splinter watched his master and learned to becomea master of both hand to hand combat as well as a master ofninja weapons. After finding these newly mutated turtles,Splinter taught them to become master ninjas so that theywould be able to fight any criminals or evildoers found in NewYork City.

The Teenage Mutant Ninja Turtles first found mainstreampopularity when they signed a contract to have theiradventures told as part of a Saturday morning cartoon. Theshow premiered on December 28, 1987. As their popularitygrew, stories of the turtles were also told in three live action


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movies. Teenage Mutant Ninja Turtles was released in 1990.with the sequels Teenage Mutant Ninja Turtles II: The Secretof the Ooze and Teenage Mutant Ninja Turtles III released in1991 and 1993. The three movies went on to gross over $255million dollars in theaters and bring the Ninja Turtles to theheight of their popularity.

Recently the popularity of the turtles has fallen as othersuper hero groups have become more popular due to movieand television deals, as well as comic books.


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COMPETITION

There are currently a number of crime fighters working outof New York City. Being the largest city in the United States ofAmerica, New York City has been the victim of alien invasions,mutant terrorist attacks, organized crime schemes and anumber of other illegal activities.

With all of these threats to the people of New York City, itis no surprise that more and more crime fighters have come todefend the citys population. Such big names as Spider-Manand the Fantastic Four are just a few of the heroes currentlyresiding in New York City.

With many of these super heroes having their story told in

big budget movies, their popularity has skyrocketed while thepopularity of the Ninja Turtles seemed to reach its peak in themid-90s.


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OBJECTIVES

Our primary objective will be to increase awareness ofthe Ninja Turtles by 25% within the next six months. This willbe measured by surveys conducted at the beginning and endof our campaign as well monitoring several websites, blogs,search engines, etc. on the internet.

A secondary objective will be to increase the sales ofTeenage Mutant Ninja Turtles merchandise by 20%. This willbe much easier to monitor as we will just need to look at theoverall sales of officially licensed merchandise.

TARGET AUDIENCE

For this campaign we will have a very broad targetaudience. Since people of all ages, genders, and financialbackgrounds are saved by super heroes, our target audiencewill be any citizen of New York City. Men and women of anyage, ethnicity, or social class are a part of our target audience.


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STRATEGIES

We would like to set up an event where members of thecommunity will be able to come and meet the Ninja Turtles.There will be an opportunity for autographs, pictures, and aquestion and answer session with the heroes as well as theirsensei, Splinter. This will allow the people of New York City toget to know the turtles as well as hear some of their stories

about saving the city. We would also set up merchandisebooths at the event in order for those that come to purchaseitems to be autographed.

We will distribute press kits to local media outlets thatwould include an op-ed piece for them to run in their respectivenews vehicles. In addition, we will give the invitation for

members of the media to come and visit with the Ninja Turtlesbefore the event becomes open to the public.

Another way for the heroes to be able to get back into thepublic eye would be for them to appear at some of the localsporting events. All of the professional sports teams in NewYork City have very strong followings and are well attended,so being able to make appearances at these events would be agreat opportunity to get the Ninja Turtles name on the lips ofNew York Citys citizens.

We have currently arranged to have one of the turtlesthrow out the first pitch for both the New York Mets and theNew York Yankees, drop the puck at a New York Rangers game,


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as well as make appearances with the New York Giants andJets NFL teams. The NBAs New York Knicks have also agreedto allow the turtles to perform a martial arts exhibition ashalftime entertainment for one of their games.

In addition to making these appearances, we would be

able to work on our secondary goals by partnering with eachof these sports team in order for them to sell officially liscencedTeenage Mutant Ninja Turtles merchandise on the nights thatthe turtles would be making an appearance.


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TIMELINE

January 2011 We will administer the first survey at variousspots around town in order to understand thepublics perception of the Ninja Turtles.

February 2011 After collecting and analyzing survey results,we will administer our press kits to the local

media outlets. Drop the puck at New YorkRangers game.

March 2011 Community meet and greet at city hall.Release new merchandise to local vendors.

April 2011 Appearances at New York Knicks game.

May 2011 Throw out first pitch at NY Yankees and Metsgames.

June 2011 Release surveys again to guage publicawareness.


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BUDGET

Administer Surveys $5000

New merchandiseHats $1000Shirts $5000Stickers $500

Total $11,500


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SURVEY

1. Have you ever been saved by a super hero?YesNo

2. If yes, which super hero or super hero group saved you?Spider - Man

X-MenTeenage Mutant Ninja TurtlesFantastic FourOther (please list)________________________________

3. How often do you hear news about the Teenage MutantNinja Turtles?

WeeklyBi-weeklyMonthly3-4 times per year2 times per yearLess that once a year

4. How many Ninja Turtles are there?3456


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5. In your opinion, who is the best super hero or super herogroup in New York City?

Spider - ManX-MenTeenage Mutant Ninja TurtlesFantastic Four

Other (please list)________________________________

6. What is the best super hero trait that the Ninja Turtlesposess?

They are great martial artistsThey have a wise leaderThey can move through town quickly

They are giant green turtles, man.

7. Where do the Ninja Turtles live?Central ParkNew York City SewersXavier MansionBaxter Building


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MEDIA KIT PRESS RELEASE

NEWS RELEASE

February 1, 2011FOR IMMEDIATE RELEASE

Contact Information:Zach Cammack, PR DirectorPhone: (999) 100-1000

Fax: (999) 100-1001email: [email protected]

TEENAGE MUTANT NINJA TURTLES TO MEET WITH THE PUBLICNew York City given the chance to meet the citys greatest heroes

NEW YORK - The Teenage Mutant Ninja Turtles will be holding a community meetand greet in order to spend time with some of their fans.

The turtles will be holding the event so that the community can come andmeet them. Leonardo, Donatello, Raphael, and Michaelangelo will be there alongwith their sensei Splinter. This is a great opportnity for us to give back to the citythat has done so much for us. said Leonardo, leader of the Ninja Turtles.

The event will start off with a question and answer session, giving membersof the community the chance to ask any questions to the turtles. Following thequestions, community members can get in line for a picture or autograph.

The event willl take place at the New York City Convention Center, locatedat 100 Rocafeller Road in New York City. Come and take advantage of this greatopportunity to meet the best heroes in the city.

For more information, please contact Zach Cammack at (999)100-1000 [email protected]

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FACT SHEET

Contact Information:Zach Cammack, PR DirectorPhone: (999) 100-1000Fax: (999) 100-1001email: [email protected]

TEENAGE MUTANT NINJA TURTLES TO MEET WITH THE PUBLIC

- Teenage Mutant Ninja Turtles to meet with members of the community

- Event is the first time that turtles have held an event where they will be meetingwith the open public.

- Event will start with a question and answer period, followed by photo op andautograph session

- Will take place at the NYC Convention Center, located at 100 Rocafeller Road

-


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BACKGROUNDER

The Teenage Mutant Ninja Turtles are a crime fighting group headquartered outof New York City. The turtles were taught martial arts by their sensei, Splinter,and have used those skills to keep the citizens of New York safe from crime.

The Ninja Turtles have been fighting evil for years now, and have saved the cityfrom many threats during that time. They have been able to stop both foreignand domestic threats from causing harm to the city.

The turtles pride themselves on their discipline, skills, and devotion to keepingthe city of New York safe from evil. Those skills have allowed them to rise to theoccasion many times throughout the years.

The turtles reached the height of their fame in the mid-90s with the success oftheir three feature films, Teenage Mutant Ninja Turtles, Teenage Mutant NinjaTurtles II: The Secret of the Ooze, and Teenage Mutant Ninja Turtles III.

The turtles still live in the sewers below New York City and strive to protect the

people that live in the city that they love.


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PHOTOS/GRAPHICS


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PITCH LETTER

The Teenage Mutant Ninja Turtes are the citys greatest super hero team.Although New York City has a great number of heroes, the turtles stand abovethe others as the best this city has to offer.

Unlike most of the other heroes in town, the turtles do not have the vastamounts of money needed to support a life of ease. Such heroes as Iron Man andMister Fantastic are millionaires who can afford to live a posh lifestyle while theyare not fighting crime. Like other heroes, the turtles fight crime without any

thought of compensation, but they are willing to live a life of poverty becausethey know they are keeping the citizens of New York City safe.

Splinter, the turtles sensei, taught his students to be humble and disciplinedin their battle against evil. These traits allow the turtlles to continually fight crimewithout becomeing arrogant or expecting something in return from the city.They prefer to fight as humble citizens of the city rather than becoming famousand rich from what they do.

The turtles are also humble enough to fight any rule breakers, not just theevil super-villains that most other heroes seem to exclusively fight. The turtleshave save the city from their fair share of super villains, but they have spent justas much time stopping common pickpockets and thiefs from taking advantage ofthis citys great citizens.

The Teenage Mutant Ninja Turtles are humble, disciplined and willing tolive a life or poverty in order to keep the streets of New York City safe. It is forthese reasons, as well as many others, that the Ninja Turtles are the citys greatest

heroes.

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