International Tub & Tile Restorers, Inc.
Amy Mare’ COMM 190 2/15/11 “Don’t renew... Re-do!”
New campaign to promote ITTRs restorations services, especially their paint free restoration process.
International Tub & Tile Restorers, Inc. is a family owned business that specializes in cleaning, refinishing, and adding anti-slip to bathtubs throughout the hotel industry. Commonly referred to as ITTR, their main competitors include Safe Step, Inc., KWV, Sure Step, and Miracle Method. Their main competition is KWV because they are the only other company who doesn’t re-paint the bathtubs. ITTR is targeting hotel owners, hotel management companies and general contractors. The main message ITTR wants to get across is that they offer superior service in bathtub restoration by making the tubs cleaner and safer without painting them.
ITTR has been gradually losing business and has seen a decrease in job offers over the past year and a half.
What we hope to accomplish -Increase the amount of job offers ITTR receives throughout the United States by 20%, thus increasing profit. -Increase awareness about our company
Main Strategy for Accomplishing the Objectives
to achieve the objectives, ITTR will focus heavily on the target market and accentuate the benefits that come with choosing ITTR. They will focus on the fact that they do not paint tubs, and inform the market why painting tubs can lead to problems. ITTR will measure their success in reaching their objective by finding the difference in the amount of jobs before and after the campaign, and also by noting how large and increase in profit they experienced.
Strategy Statement/Purpose of Ad
Convince hotel owners and hospitality corporations to use ITTR by educating them on the benefits of our unique paint free restoration process and our safety services.
ITTRs services are targeted at hotel owners, hotel management companies, and general contractors. The audience is 90% men, ages 40-70. There may be some owners under age 40 and above 70 but there are very few. They live all over the country, mostly in urban areas. Family Dynamics: Most are married, and have older teens, college age, or adult children. Buying Habits: They are high profile business- men, millionaires, and wear suits to work. They shop at expensive designer stores like Calvin Klein, Armani, Hugo Boss and Ralph Lauren. Personality: They are typically type A personality, and rigid in their routine. They wake up in the morning, grad a coffee from a more expensive coffee shop like Starbucks, and a newspaper on their way to work. They are highly competitive, aggressive, concerned about their status, business-like, time-conscious, and often controlling. Living Habits: They live in large houses in top dollar communities, or own sizeable amounts of property. They drive expensive, although not over the top cars, such as Lexus, Acura, BMW, and Mercedes. They work a lot and don’t time much time to spend at home. When they do take time off from work, they take their families on long vacations to places like Paris, Bora Bora, and Hawaii. They own smart phones such as the iPhone, HTC EVI, or Droid. They like their phones to have Internet so they can keep up with business. They often smoke cigars during their business day. Interests: These men enjoy being members of elite country clubs and participating in golf and tennis tournaments. They like to play a round of golf with other top executives when they get time. Many also own large boats or yachts and enjoy being out on the ocean. Eating Habits: The target audience takes pleasure in eating at slightly more expensive restaurants for their average meal than most people would. They enjoy the Cheesecake Factory, Carabba’s Italian Grill, Macaroni Grill, and Ruth’s Chris. For a quick lunch they may grab food from a Panera Bread, or Chipotle. They often splurge at places like New York’s Masa, or Chicago’s Alinea on special occasions. They will rarely be seen at fast food chains.
Slogan: “Don’t renew, Re-do!” I chose this slogan because it says to customers that re-doing a bathtub (refinishing) is a better and cheaper option that completely getting a new one, and that is what we do.
ITTR offers superior service in bathtub restoration by making your tubs cleaner and safer without painting them.
Supporting Reasons to Act/Believe
- You won’t have to worry about paint chipping/fading color since we don’t re-paint the bathtubs. - Your tubs will be shiny and clean, and come with a 5-year warranty. - Your safety ratings will increase because of our anti-slip we apply to the tubs. - We will be happy to come out and give you a free quote and sample.
-The tone of the ad should be business-like, assertive and professional. It should speak to wealthy professionals who mean business and are eager to get their projects accomplished. It should not be humorous or comical. It should give the appearance that ITTR is proficient at what they do and wants to please their customers.
The campaign is for a series of advertisements to be put into magazines that reach the hotel industry. Advertisements will be placed in the summer issues of Hotel Business Magazine, Hotels Magazine, Hospitality Design Magazine, Hotel Vikas and Hotel and Motel Management. The project has been given a budget of $2 million to promote ITTRs services. The creative team will have 3 months to prepare a campaign. It will start running June 1, 2011, and run through September 1, 2011. The advertisements will feature ITTRs world logo with their name, their slogan, and the company blue. (R:24 G:116 B:211) All ads will be full page and in color.
Evaluation of the campaign
At the end of the campaign ITTR will measure their success in reaching their objective by finding the difference in the amount of jobs before and after the campaign, and also by noting how large an increase in profit they received.
Authorized Client Signature and Date:
-This document has been approved by Paul Maré, the Operations Director of International Tub & Tile Restorers, Inc. in Valrico, FL on February 10, 2011.
- International Tub & Tile Restorers, Inc. Web. Oct. 2010. <www.ittr.biz>. - About.com Web. Oct. 2010. http://stress.about.com/od/understandingstress/a/type_a_person.htm - Class powerpoint handout about Internet