Professional Documents
Culture Documents
BOBBY BRADY MIKE BRADY JAN BRADY PETER BRADY MARSHA BRADY GREG BRADY
CEO / CFO
ACCOUNT MANAGER CREATIVE DIRECTOR CREATIVE SERVICES MANAGER MEDIA MANAGER PUBLIC RELATIONS MANAGER RESEARCH
PROMOTIONAL PLAN
SWOT Analysis
Strengths Premium product High quality materials Superior design Opportunities Niche market Growth in demand Diffuse direct competition
Weaknesses Threats Low brand awareness Dependant on laptops Brand not diversified Established womens brands enter category Limited retail presence
Target Audience
Demographic 25 35 year old, female Educated, employed Inner-city dwelling Psychographic Young optimism Fashion conscious Career oriented Geographic Sydney Behaviour / Usage Conveys status & success Reward for achieving career milestone Defining point of difference Corporate confidence Personal style
Market Positioning
Promotional Goals
Increase brand recognition Raise awareness of product attributes Expand market share Increase sales by 200% at retail concessions
Promotional Activity
Direct Mail April 2010 Social Media April 2010 Magazine Print Advertisements May to July 2010 Sales Promotion April to July 2010 Television Commercial May to July 2010 Public Relations Host charity screening of Sex and the City 2 June 2010 Public Relations Fashion event at David Jones May 2010 Public Relations CeBit IT Exhibition May 2010
Basic Timing
Preliminary Planning 01/04/10 to 07/05/10 Event Planning 10/05/10 to 21/05/10 Graphic Design 10/05/10 to 21/05/10 Publicity 03/05/10 to 28/05/10 Site Set-up & Event 29/05/10 to 02/06/10
Total cost $16,400 Ticket Revenue $21,000 Donation to McGrath Foundation $4,600 No cost to Zafino
Marsha Brady Mike Brady Peter Brady Marsha Brady Bobby Brady
Promotional Vehicle 2
Advertisement Television Commercial
Emotively demonstrate style & function Increase brand awareness Build desire Set in a crowded, lunchtime Martin Place Feature Meagan Gale
Promotional Vehicle 2
Advertisement Television Commercial
Promotional Vehicle 2
Advertisement Television Commercial
Team Roles
Team Leader Bobby Brady, Account Manager Support Roles Mike Brady, Creative Director Greg Brady, Research Peter Brady, Media Manager Jan Brady, Creative Services Manager
Basic Timing
Planning 01/03/10 to 16/04/10 Pre-Production 02/03/10 to 09/04/10 Production 12/04/10 to 16/04/10 Post Production 19/04/10 to 30/04/10 Master, Dubs & Distribution 03/05/10 to 21/05/10
Promotional Vehicle 2
Advertisement Television Commercial
Budget - Vehicle 2
PreProduction 20%
Total Cost $75,800 Pre-Production $15,500 Production $29,300 Post Production $31,000
Production 39%
Promotional Vehicle 2
Advertisement Television Commercial
TVC - Timeline
Task Name Planning Advertising Brief Media Buy Creative Brief Client Approval Pre Campaign Test Revise Creative Brief Client Approval Legal & Insurance Approvals Pre Production Tender Process Hire: Director Hire Production Crew / Site Crew Wardrobe Make-up Hair Security Catering Cleaners Responsibility Bobby Brady Mike Brady Peter Brady Greg Brady Jan Brady Jaddan Bruhn Duration 36 days 5 days 1 day 5 days 5 days 10 days 5 days 5 days 5 days 30 days 20 days 1 day 5 days 5 days 5 days 5 days 5 days 5 days 5 days 5 days Start Mon 1/03/10 Mon 1/03/10 Mon 8/03/10 Mon 8/03/10 Mon 15/03/10 Tue 23/03/10 Mon 5/04/10 Mon 12/04/10 Mon 12/04/10 Tue 2/03/10 Tue 2/03/10 Mon 29/03/10 Mon 29/03/10 Mon 29/03/10 Mon 29/03/10 Mon 29/03/10 Mon 29/03/10 Mon 29/03/10 Mon 29/03/10 Mon 29/03/10 Finish Fri 16/04/10 Fri 5/03/10 Mon 8/03/10 Fri 12/03/10 Fri 19/03/10 Fri 2/04/10 Fri 9/04/10 Fri 16/04/10 Fri 16/04/10 Fri 9/04/10 Sat 27/03/10 Mon 29/03/10 Fri 2/04/10 Fri 2/04/10 Fri 2/04/10 Fri 2/04/10 Fri 2/04/10 Fri 2/04/10 Fri 2/04/10 Fri 2/04/10
Promotional Vehicle 2
Advertisement Television Commercial
Hire: Photographer Book Talent / Models / Extras Scout Site Location Council Approvals Site Booking Script Approval Hire Post Production Staff Production Filming on location Stills on location Rough Cut Client Approval Post Production Digital Editing Add on-screen Graphics Final Edit Colour Correction & FX Voiceover Recording Final Audio Mix & Picture Final Approval Master, Dubs & Distribution Copy & Distribute to all TV Sations on Advertising Schedule Bobby Brady Jan Brady Mike Brady Jaddan Bruhn 5 days 5 days 5 days 5 days 5 days 5 days 5 days 5 days 5 days 5 days 5 days 5 days 5 days 10 days 5 days 5 days 5 days 5 days 5 days 5 days 5 days 10 days 10 days Mon 05/04/10 Mon 05/04/10 Mon 05/04/10 Mon 05/04/10 Mon 05/04/10 Mon 05/04/10 Mon 05/04/10 Mon 05/04/10 Mon 12/04/10 Mon 12/04/10 Mon 12/04/10 Mon 12/04/10 Mon 12/04/10 Mon 19/04/10 Mon 19/04/10 Mon 19/04/10 Mon 19/04/10 Mon 19/04/10 Mon 19/04/10 Mon 19/04/10 Mon 26/04/10 Mon 3/05/10 Mon 3/05/10 Mon 29/03/10 Fri 9/04/10 Fri 9/04/10 Fri 9/04/10 Fri 9/04/10 Fri 9/04/10 Fri 9/04/10 Fri 9/04/10 Fri 16/04/10 Fri 16/04/10 Fri 16/04/10 Fri 16/04/10 Fri 16/04/10 Fri 30/04/10 Fri 23/04/10 Fri 23/04/10 Fri 23/04/10 Fri 23/04/10 Fri 23/04/10 Fri 23/04/10 Fri 30/04/10 Fri 14/05/10 Fri 14/05/10
Basic Timing
Preliminary Planning 01/03/10 to 19/03/10 Event Planning 22/03/10 to 02/04/10 Graphic Design 22/03/10 to 16/04/10 Site Planning 01/05/10 to 21/05/10
Sponsor & Client Approvals Event Planning Arrange & Book Speakers & VIP Attendees Book: Models / Stage Mgr / Wardrobe Hair Stylist & Makeup Interior fit-out Marsha Brady Catering Bobby Brady Hospitality Staff Furniture Staging Equipment & Staff Lighting Equipment & Staff Audio Visual Equipment & Staff DJ Security Photographers
Mon 15/03/10 Fri 19/03/10 Mon 22/03/10 Fri 2/04/10 Mon 22/03/10 Mon 22/03/10 Mon 22/03/10 Mon 22/03/10 Mon 22/03/10 Mon 22/03/10 Mon 22/03/10 Mon 22/03/10 Mon 22/03/10 Mon 22/03/10 Mon 22/03/10 Mon 22/03/10 Mon 22/03/10 Mon 22/03/10 Wed 24/03/10 Mon 22/03/10 Mon 22/03/10 Mon 22/03/10 Mon 22/03/10 Mon 22/03/10 Mon 22/03/10 Mon 22/03/10 Mon 22/03/10 Mon 22/03/10 Mon 22/03/10 Mon 22/03/10 Mon 22/03/10 Mon 22/03/10
5 days 3 days 3 days 1 day 1 day 8 days 2 days 1 day Marsha Brady 1 day Bobby Brady 5 days 2 days
Mon 5/04/10 Mon 12/04/10 Mon 12/04/10 Mon 12/04/10 Mon 12/04/10 Sat 1/05/10 Sat 1/05/10 Mon 3/05/10 Tue 4/05/10 Mon 3/05/10 Mon 10/05/10
Fri 9/04/10 Wed 14/04/10 Wed 14/04/10 Mon 12/04/10 Mon 12/04/10 Tue 11/05/10 Mon 3/05/10 Mon 3/05/10 Tue 4/05/10 Fri 7/05/10 Tue 11/05/10
Evaluation
Financial ROI anticipated 40% Market share anticipated increase in 30% Increase in value of Zafino company Mindset Focus Groups Monitor brand perception Measure attitudes towards product Monitor product positioning
Conclusion
Public Relations Host charity screening of Sex and the City 2 No Direct Cost Start 1st of April for event of 1st of June 2010 Public Relations Fashion event at David Jones $8,060 Start 1st of March for event date of 3rd of May 2010 Television Commercial $75,800 Start 1st of March for air date of 21st of May 2010
Recommendation
Associated events are time sensitive Co-sponsors are eager to get moving No other associated events Critical to support launch of retail concessions Fail to act now Event sponsors may approach competitors
Moving Ahead
Memorandum of Understanding needs to be signed 20% deposit to secure booking arrangements Product samples to event co-sponsors Sign off on all preliminary booking arrangements and costings