Small Business

Marketing Concepts:
Pt. 1: Strategic Marketing Plan
This is a short excerpt from a 30-page Promotions Plan we developed for an Advertising Agency with
Wal-Mart as its client. The plan was created during the lead-up to the premiere of the hit music film
Dreamgirls, to support Wal-Mart’s inventory of Beyonce Knowles’ solo CD debut and the all-important
Holiday shopping season.

Marketing campaign components included a multi-market radio contest for lucky listeners to attend the
movie’s Red Carpet event, special Dreamgirls outposts in Wal-Mart stores, local market and national
publicity, various online viral marketing activities, and more.

Smaller agencies and small business owners may not be able to partner with a major film and celebrity
this way, but a wealth of innovative promotions approaches are at your disposal, too. Pet Leopard
Communications welcomes an opportunity to create and execute a heavy-hitting plan such as this to
meet your specific needs and budget.

For more information, visit us at PetLeopard.com

Or email: info [at] petleopard [dot] com

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 Holiday 2006
Public Relations &
Promotions
Recommendations

Created by Viqi French for (Confidential)

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For a custom plan promoting your business or talent, visit us at: http://petleopard.com

Opportunity Overview
For Holiday 2006, Wal-Mart
stores nationwide will be the exclusive
retailer for a compelling double-CD set
featuring music by Beyonce Knowles, one of
the hottest young R&B artists today.
Not only is Beyonce scheduled to drop her
second, highly anticipated solo album in
September, she is starring in a Paramount
film that’s currently earning rave reviews by
movie and film critics who’ve previewed it.
Based on the eighties hit Broadway musical
loosely about The Supremes, the film
Dreamgirls is slated to premiere in theaters
nationwide on December 25st. Public interest
in all things “Beyonce” and the movie will be
high leading up to and beyond the holidays.
For a custom plan promoting your business or talent, visit us at: http://petleopard.com
Also starring in Dreamgirls are AA heavy-
hitters such as Oscar winner Jamie Foxx and
box office favorite Eddie Murphy. And there’s
already Oscar buzz surrounding co-star
Jennifer Hudson, who stepped into the
national limelight as a semifinalist on
American Idol two seasons ago. Hudson plays
Effie in the movie, a role that made vocalist
Jennifer Holiday, a soul music legend.
Through its high-profile Dreamgirls affiliation,
Wal-Mart has a powerful property to specially
draw not only its legion of loyal customers to
the stores, but also attract those who’ve not
previously shopped Wal-Mart.
The integrated marketing concepts herein are
designed to communicate to Holiday shoppers
across generations that Wal-Mart should be
destination #1 for everything Dreamgirls…
And while in-store, they can fulfill all their
gift, social and home décor needs at a low
price.
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 Objectives Strategies

 Create buzz about

 Position Wal-Mart as
Wal-Mart’s exclusive Dreamgirls Headquarters,
double-CD set by promoting all associated
Beyonce and the merchandise through a
Dreamgirls tie-in sweepstakes

 Use the Internet as a key tool

 Stimulate interest in
for creating awareness for
shopping Wal-Mart as
Wal-Mart’s Dreamgirls
a solution for all
affiliation
Holiday purchases at a
great, low price
 Align Holiday messaging with
selected lifestyle activities
associated with Beyonce fans

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For a custom plan promoting your business or talent, visit us at: http://petleopard.com
 Integrated Marketing Recommendation

 National Promotion Overlay

 Dreamgirls VIP (Movie Premier) Sweepstakes
 National Print Advertising
 Internet Banner Advertising
 National Publicity
 Viral Marketing
 Retail Micro-site
 Wal-Mart TV Red Carpet Correspondent

 Four-market Top-spin Activities

 Dreamgirls In-store Kiosk
 Community Marketing
 Regional Publicity
 Urban Radio & Print Advertising

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For a custom plan promoting your business or talent, visit us at: http://petleopard.com
 DreamgirlsVIP.com

Enter Dreamgirls VIP Sweepstakes

Hear song snippets from Beyonce CD

Read entertainment news updates about

Dreamgirls and associated talent

Watch the Movie Trailer

DreamgirlsVIP.com
Send “B” Bright (Beyonce) Holiday E-
cards
Shop The Holiday Headquarters
for
Dreamgirls Click-thru to Purchase
Beyonce CD Set and More
from Wal-Mart.com

Get Dreamgirls Ring Tones

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For a custom plan promoting your business or talent, visit us at: http://petleopard.com