Advertising Campaigns

Fall 2014 Case Book

Royal Flush

Table of Contents

4
5
7
9
10
11
12

Mission Statement

14

Media Marcom

Meet the Team

Campaign Brief
Situation Analysis
SWOT
Primary Research
Methodology

15
17
18
20
25
27
29

BSC Phone App

Events
Blogger Contest
Blog Personas
User Generated Videos
Media Plan
Sources

Our Mission

ROYAL FLUSH

Royal Flush operates as a collaborative team working to go all in to make your experience
professional and one of a kind. With our creative team on your side, your business ideas will
flourish, and you can be at peace of mind. Were well-suited to handle any problem at stake.
Royal flush wont be your chance at luck, we are your jackpot.

Meet the
Royal Flush

Rachael (Account Executive)

Jenna Chilinski (Account

Planner)

Matt ONeill (Art Director)

Taylor Burgess (Copywriter)

Rachael was born and raised in the small,

Jenna grew up in Stow, Ohio right next door

Matt grew up in Niles, Ohio right outside

Taylor grew up in Copley, Ohio. Taylor

boring city of North Canton, Ohio not

to Kent. With less than one year left as an

of beautiful Youngstown. He is completing

is majoring in Advertising and minoring

that shes bitter or anything. Shes graduating

Advertising major, she is excited to start her

his last semester of college with a major in

in Marketing. This is Taylors last year of

this December, and moving two weeks later

journey into a career she loves. Jenna is up

Visual Communication Design and a minor

college, and she cant wait to get out. She

to Las Vegas, Nevada where she will pursue

for moving out of state for a job, but only if

in Advertising. He is excited about finding

is currently interning at a company in

a career using her degree in Advertising and

she gets to bring every family member with

a job in a bigger city upon graduation. His

Cleveland and is hoping to get a big girl job

Public Relations. Her goal is to have as much

her. Jenna has a really big family...So she will

favorite color is blue.

by the end of the school year and make a

fun in her career as she does in life, while

most likely be staying in Ohio. She is always

lot of money. She likes pugs and the color

positively impacting others.

up for adventures which is what brought

black.

her to decide to go skydiving last summer.

Campaign
Brief

Whats the business problem?

Why should they care?

The Better Sleep Council is not receiving enough credit for research

Who are we trying to engage or connect with

and what do we know about them?

it has done to educate members and consumers on improving sleep

We will engage adults 45-54 years old; our research shows this

because sleep is a top priority for maintaining a healthy lifestyle.

habits. Members have access to information, but need to use it in a

demographic has the hardest time maintaining a good nights rest.

Humorous minisodes intrigue consumers to read educational content

beneficial way. Additionally, consumers are not seeking education on

BSC fosters need-to-know information for this demographic to create

causing them to unintentionally learn about their sleep health.

how to get a better nights sleep, and how to purchase a mattress

better sleep health habits. Once they understand their problem (getting

catered to their needs. The BSC needs to improve its relationship with

a better nights sleep) consumers will better understand their direct

members.

need to relate back to the BSC (brand).

How can we reach, engage, or otherwise

connect with them?

The product consumers relate to are new mattresses brought to

Creating content designed specifically to target the consumers is a

What must we do to help?

them by the members of the BSC; the service consumers relate to

great way to connect with professional men and women ages 35-54. The

To help the BSC address this problem, we will conduct a two-part process:

is information brought to consumers directly from top researchers

content will be relatable to gain attention while being educational.

Compelling content sparks interest among the consumers about

employed by the BSC.

We will target consumers in multi-dimensional ways. A big part of the

learning to acquire a better nights sleep, and compel consumers to buy

The category this fits into is maintaining a better nights sleep.

engagement process will consist of high involvement with the Better

the right mattress fit for their personal sleep health needs.
The second part of our process is to encourage the Better Sleep
Council members to give credit to the BSC. As a result, this will
strengthen the bond between the BSC and its members.

Media channels and other communication contexts we can use are

catered to our target audience: 45-54 professional men and women.
Facebook is a huge market for these people. It is also cheap and easy to

Sleep Councils social media. We will encourage consumers to stay

engaged with our social media websites.

monitor.

The other part our campaign is getting the members more involved

Whats the Campaign Idea?

return. We want to encourage BSC to have more involvement around

A productive day begins the night before with a good nights sleep, and a
mattress designed to fit consumers needs.
7

This demographic should care about getting a better nights sleep

with the Better Sleep Council so members give the BSC credit in
the retail stores resulting in a better relationship. We also want to get
all members on the same page so they educating consumers about.
importance of sleep the right way.
8

Situation Analysis

SWOT

PROBLEM
The Better Sleep Council does not receive enough credit
for research done to educate members and consumers on
improving sleep habits. Members have access to information,
but need to use it in a beneficial way. Consumers are not
seeking education on how to get a better nights sleep, and
how to purchase a mattress catered to their needs. The
BSC needs to improve its relationship with members.

Strengths
Their second to none research
Their qualified/ knowledgeable staff
700 members (bring voice to members)

Opportunities
No competitors
National Sleep Month
National Nap Day
Honest, positive tone of voice

Weaknesses

Holiday sales (cant go alone to buy a mattress)

Not enough money

Threats

Several audiences
Trying to be everything to everyone

Lack of communication between retailers

and consumers
Trying to find new/ relevant content

10

Primary Research
Research objective:To establish a target audience and find the
reasoning and rationale behind their lack of sleep.
Research questions:
Which age group is in most need of a good nights sleep?
Why isnt our target audience getting a good nights
sleep?
Is our target audience taking steps to improve their
sleeping habits? If so, what are they?
What communication messages would most appeal to
our target audience?
Which media outlets would best target our selected
audience?

11

Methodology
Survey/Interview Questions:

Survey: N=102

Key Findings:

How often do you change your mattress?

Why do you feel you arent sleeping well?
What steps do you take to sleep better?
What steps do you take during the day to not be tired?
What is the price range you are willing to spend on a
good mattress?
Rank the following in order of importance in regards to
mattress choice: Price, comfort, a good salesman, size.
What kind of distractions disrupt your nights sleep?
What is your bedtime ritual?
How well would you rate the sleep you get each night
from 1-10?
If someone asked you how to get a better nights sleep,
what would you recommend?

We conducted a survey with multiple-choice questions to

establish a target audience. We sent out the survey on five
different Facebook pages to adhere to a wide audience.
After the survey was completed, we sorted through the
responses and found our ideal audience was 35-54 year
olds.

No one ranked how well they sleep higher than a 7.

Popular reasons for sleep disruption are: leg pain, back
pain, uncomfortable mattress, annoying sounds, stress from
work, worrying about not getting enough sleep.
Almost everyone plays on their phone or watches TV
until they fall asleep.

In-depth Interviews: N = 10

Responses:

We conducted 10 in-depth interviews with people who

fit into our target market of 35-54 year-olds. We focused
on finding out more details of why this age wasnt sleeping
well and the steps they take (if any) to improve this
problem.

I would recommend taking copious amounts of Nyquil

or do physical activity until youre tired enough.
Dont sleep with animals, take Nyquil or have a glass of
wine
I have always wanted to know how to get more out of
a night of sleep.
I would like to find out more about how to get better
sleep. I dont like the way I feel after sleeping because it
never feels like enough.

12

Media Marcom
In conjunction with the digital
segment of our campagin, the BSC
will have a strong presence on social
media. The BSCs facebook page will
promote our Youtube video contest,
bloggers posts, app, the BSC website
and useful information on how to
get a better night sleep. Facebook is
a great tool to reach our audience
and get them to interact with the
BSC. The interaction on the page
will also help create awareness for
the BSC. This allows us to persuade
them to learn more about the
organization and direct the audience
to the Better Sleep Council website.
Included in our social media we
will promote a user generated

13

video contest. We will promote a

contest in which users will be able
to compete with one another on
their social networks. Contestants
will post videos of how getting a
poor night sleep affects their day.
Users will vote with likes, and the
contestants with the most votes will
win a free mattress. The mattresses
will be donated by members of the
BSC. This will make sure that the
BSC isnt playing favorites among its
members while also getting their
involvement in the campaign. For this
segment of the campaign, interaction
with users will be key. The more
the users share their videos, the
more the BSC will be seen across
timelines.

We will also be utilizing digital

advertising. Display advertising
will help the BSC gain awareness
and impressions. Since our target
audience also includes BSC members
via the internet, SEM is essential
in building BSCs strong online
digital presence. Since the BSC is
mainly online, this strong online
presence is necessary to succeed.
Our digital advertising will include
online magazine banners in the
online versions of Sleep Savvy and
BedTimes.

14

The BSC Phone App

Awake Diary
Sleep tip of the day
Stick to the same bedtime and wake up time,
even on the weekends.This helps to regulate
your bodys clock and could be very helpful.

the

Energy Levels
Pains

Better Sleep
Application

Sleep Quality
Submit a video
Connect your camera to this app for a
chance to win

15

Wellness

Productivity

Mattress Stores
Your location:

The new Better Sleep Council app

for iPhone and Android will be used
to engage prospective audience
members and build awareness for
the brand. Research shows that
our target audience uses their
smartphones to find information
just as much as their computers, so
they would be interested in using
the new app. Users will have many
options on what they can do with
the app. Options will include a quiz
to find the best matress for their
sleep indetity, an alarm clock with

different sounds, sounds to fall asleep

to, sleep tips each day, a log to track
your sleep, signs users need a new
mattress, mattress stores near user,
Awake Diary that tracks wellness,
energy, how well day goes, pains and
effects of a good night sleep. Users
will also be able to submit their
videos by connecting the phone
camera to app to compete in the
video contest. They will also be able
to watch other videos and vote on
them as well from the app.

16

Events

17

Blogger Contest

ISPA EXPO

ISPA INDUSTRY CONFERENCE

The Better Sleep Council will attend the ISPA Expo on

March 26th-29th 2105. The event is held in New Orleans,
Louisiana. The International Sleep Products Association
is the voice of the mattress industry. According to their
website, they represent mattress manufacturers and bedding component, machinery and service suppliers in over
50 countries in the world. The expo is the worlds largest
trade-show exclusively for the mattress industry. The BSC
will have a booth there with many giveaways that display
their logo such as: neck pillows, bookmarks, and reading
glasses. This is a way to display the BSC brand in more
places associate it with bedtime necessities.

The BSC will also attend the ISPA Industry Conference

on March 4th-5th. In St Petersburg, Florida. This event is
catered by the mattress industry targeted specifically for
manufacturers, retailers, and suppliers. The BSC will encourage their members to attend the conference to share
ideas, stimulate new thinking and meet other business
professionals in the mattress industry.

After we release our two videos, we will encourage bloggers in our

target audience to create videos of their own. The videos should
discuss how a bad nights sleep affects their day in a comical aspect. May
2015 is National Sleep Month and this is when our contest will end and
the prizes will be given away to the best videos. Instead of declaring
the winners as Grand Prize or Runner Up we will relate them to bed
sizes. The prizes are as follows:
4 Twin-Size Winners: A $250 pillow of their choice
1 Full Winner: A $2,500 mattress of their choice
2 Queen: Winners: A $5,000 mattress of their choice
1 King Winner: A $15,000 bedroom makeover
We are also paying the bloggers to download the Better Sleep App
and write up a review on their experiences.

18

Blog Personas

20

Teri
Meet Teri, she is a mom of 7 in her early 40s. Teri
enjoys writing her blog about the chaotic lifestyle of
a loving, yet overly large family. Teri and her family are
a little green, a lot techy and a travel all year kind of
tribe. Teri has laughed and cried with her
audience for nearly 5 years and continues to delight
her blog readers with her families adventures each day.
Teri lives with the motto Who knew being so busy,
could be so much fun?

21

22

Michelle
Meet Michelle, who often goes by just Chelle because
most of the time shes too lazy to incorporate the Mi
with the rest of her name. Michelle is a 43-year-old
mother to a lot kids (6 in total), and a wife to a Navy
and Army Veteran. Michelle has spent the past
glorious 5 years working from home between blogging,
full time for a moderation company and as a daycare
provider. Michelle loves coffee, cardio, running, fitness,
learning new ways to be healthy, and being outside.

23

24

Examples of UserGenerated Videos

Character wakes up looking pretty
rough,
on the wrong side of bed.
Hits snooze button ten times.
Kids crying in background.
Gets out of bed, trips on toy. Falls on
ground.
Stands up looking horrible with
bed behind her thats sunken in, and
clearly too old.
Walks outside to get mail, but truck
drives by and splashes water and dirt
all over her.
Sherry runs by in a slimming black
Nike tracksuit (fake boobs and all).

Two men at office cubicle. One multitasking (on phone, on emails, and
on company website bluetooth in)
accepting papers. An employee walks
by and yells,
Meanwhile, across the cubicle Keith
is trying hard to keep his cool, after
his coffee just spilled all over his
keyboard and pants. Employee walks
by yelling

GREAT JOB,TIM! KEEP UP THE

GREAT WORK!

COME ON, KEITH.YOU JUST PEED

YOURSELF;THATS THE SECOND TIME
THIS QUARTER?!

Boss walks by and offers Tim a promotion. Boss fires Kevin. Keith yells
after him,

Its its Keith.

Screen goes black.

Dont let this happen to you.

Commercial goes black and BSC

slogan and link to website.

A GREAT DAY STARTS THE NIGHT

BEFORE

Says, Good morning, Kim.

Commercial goes black and BSC
slogan and link to website.

25

A GREAT DAY STARTS THE NIGHT

BEFORE

26

Better Sleep Council

2015 Media Plan
FY 2014-Monday Start Dates

Media Plan

Print
BedTimes
Full page 4C
FY 2014-Monday
FY 2014-Monday
Start DatesStart Dates
Sleep Savvy
Full page 4C
Cover II
Direct Mail
Print
Print
Postcards to members
BedTimesBedTimes
Postcards to customers
Full page 4Full
C page 4C
Sleep Savvy
Sleep Savvy
Mobile
Full page 4Full
C page 4C
App
Cover II Cover II
iPhone
Direct Mail
Direct Mail
Android
Postcards Postcards
to members
to members
Postcards Postcards
to customers
to customers
Event
Mobile
App
iPhone
Android

Mobile
ISPA Expo
App
ISPA Industry Conference
iPhone
Android
Online
Bloggers
Event
Event
Facebook
Google Ad Words
ISPA Expo ISPA Expo
ISPA Industry
ISPA CIonference
ndustry Conference
Miscellaneous
Bedroom Givaway
Online Online
Mattress
Bloggers Bloggers
Facebook Facebook
Pillow
Google Ad Google
WordsAd Words
Neck Pillow
Bookmarks
Miscellaneous
Miscellaneous
Reading Glasses
Bedroom Bedroom
Givaway Givaway
Mattress Mattress
Pillow Pillow
Neck Pillow
Neck Pillow
Bookmarks
Bookmarks
Reading GReading
lasses Glasses

January
February
5 12 19 26 2 9 16 23 2
# of Ads

f A
ds
@
# of Ads # o

8
5

@
@
Cost

Cost

First Quarter

March
April
May
9 16 23 30 6 13 20 27 4 11 18 25 1
Second Quarter
Better Sleep
Better
Council
Sleep Council
2015 Media
2015
Plan
Media Plan

June
July
August
September
October
November
December
Total Weeks
8 15 22 31 6 13 20 27 3 10 17 24 1 7 14 21 28 5 12 19 26 2 9 16 23 1 7 14 21 28
Third Quarter

QS

$ 2,170.00

4
$ 13,020.00
January January
February FebruaryMarch March April
April May
May June
June July
July August August
SeptemberSeptember
October October
NovemberNovember
DecemberDecember
Total Weeks
Total WeeksBudget Budget
5 12 19 526122 199 2616 223 9 2 169 2316 223 930166 23133020 627134 20112718 425111 188 2515 122 831156 22133120 627133 20102717 32410 117 7 2414 121 728145 21122819 526122 199 2616 223 9 1 167 2314 121 72814 21 28
$ 4,730.00

8
$ 37,840.00
First Quarter
First Quarter
Second Quarter
Second Quarter
Third Quarter
Third Quarter
QS
QS
$ 6,500.00

5
$ 32,500.00
Cost

2,400
@
$ 0.14

20,000
@
$ 0.14

$ @
2,170.00
$ 2,170.00
6 @

8
5

8 @
5 @

8
5

2,400
20,000

$ @
4,730.00
$ 4,730.00

$ @
6,500.00
$ 6,500.00

@
$ 50,000.00

@
$ 50,000.00

$ @
$
0.14
0.14

$ @
$
0.14
0.14

2,400@
20,000@

@
@

1
1

Budget

@
$ 699.00
@
$ 209.00
$ @
50,000.00
$ 50,000.00

$ @
50,000.00
$ 50,000.00

@
300
$ 100.00
100
@
$ 150.00
20,000
@
$ 1.00

1
$ @
$
699.00
1 @
699.00
1
$ @
$
209.00
1 @
209.00
# of items
1
@
$ 15,000.00

2
@
$ 5,000.00

300 @
100.00
300
$ @
$
100.00
1
@
$ 2,500.00

100
100 @
$ @
$
150.00
150.00
4
@
$ 250.00
20,000 20,000@
$ @
$
1.00
1.00

2000
@
$ 6.40

2000
@
$ 2.89

# of items# of items
1000
@
$ 4.00

1
1 @
$ @
15,000.00
$ 15,000.00

2
2 @
$ @
5,000.00
$ 5,000.00

1
1 @
$ @
2,500.00
$ 2,500.00

4
4 @
$ @
$
250.00
250.00
2000
2000 @
$ @
$
6.40
6.40

2000
2000 @
$ @
$
2.89
2.89

1000
1000 @
$ @
$
4.00
4.00

52
52

4
$ 331.20
$ 2,800.00

$
4 $
13,020.00
13,020.00
$
8 $
37,840.00
37,840.00
$
5 $
32,500.00
32,500.00
52
$ 50,000.00
52
$ 50,000.00
$ 4 $
331.20
331.20
$ $
2,800.00
2,800.00

$ 209.00

52
$ $
50,000.00
50,000.00
52
$ $
50,000.00
50,000.00
52
52
52

$ 30,000.00
$ 15,000.00
$ 20,000.00

$ $
209.00
209.00

52
52
52
1
1
1
4
1
1
1

1
$ 15,000.00
1
$ 10,000.00
52
$ $
30,000.00
30,000.00
1
$ 2,500.00

52
$ $
15,000.00
15,000.00
4
$ 1,000.00

52
$ $
20,000.00
20,000.00
1
$ 12,800.00
1
$ 5,780.00

1
$ 4,000.00

$ 1 $
15,000.00
15,000.00
$
1 $
10,000.00
10,000.00
$ 1 $
2,500.00
2,500.00

$ 4 $
1,000.00
1,000.00

$ 1 $
12,800.00
12,800.00
$ 1 $
5,780.00
5,780.00

$ 1 $
4,000.00
4,000.00

Total Plan

$ 299,980.20

Tidal Budget

$ 300,000.00

Budget Remaining $ 19.80

27

Total PlanTotal P$ lan

$
299,980.20
299,980.20
Tidal Budget
$
300,000.00
Tidal B$ udget
300,000.00
Budget Remaining
$ $
19.80
Budget Remaining
19.80

28

Sources
Changes in Sleep with Age. Healthy Sleep. N.p., n.d. Web. 25 Nov. 2014.
Britt, Robert Roy. Older Adults Need Less Sleep. LiveScience. TechMedia Network, 31 Jan.
2010. Web. 25 Nov. 2014.
American Sleep Apnea Association. American Sleep Apnea Association. N.p., n.d. Web. 25 Nov.
2014.
Sleep Resources Sleep & Mattress Information from Better Sleep Council. Sleep Resources
Sleep & Mattress Information from Better Sleep Council. N.p., n.d. Web. 25 Nov. 2014.
Morin, Charles M., and Colin A. Espie. Insomnia: A Clinical Guide to Assessment and Treatment.
New York: Kluwer Academic/Plenum, 2003. Print.
Liu, R., X. Liu, Z. Zheng, P. Zee, and J. Du. Association between Poor Sleep Quality and
C-reactive Protein. Sleep Medicine 14 (2013): E184. Web.
Veldi, Marlit, Anu Aluoja, and Veiko Vasar. Sleep Quality and More Common Sleep-related
Problems in Medical Students. Sleep Medicine 6.3 (2005): 269-75. Web.
Mom To Bed By 8. Mom To Bed By 8. N.p., n.d. Web. 25 Nov. 2014.
Oh Just Stop Already. Oh Just Stop Already. N.p., n.d. Web. 25 Nov. 2014.

ROYAL FLUSH

29