BY

KI M B E RL E E M U L L I N S
06/18/2017
MKTG-410
P R O FE S S O R FA U L K N E R
D E VRY U NI VE RS I T Y
 OBJECTIVES
Objectives
Executive Summary
Introduction
IMC Plan
IMC Plan (Continued)
Advertising Campaign
Advertising Budget
Internet Marketing Plan
Direct Marketing Plan
Sales Promotion
Public Relations
Conclusion
References
 Executive Summary
• There is a challenge in promoting the brand in global markets
where security is a major concern for users in countries like
India, Saudi Arabia and United Arab Emirates.
• A dense population of Canadian consumers prefers mobile
phones which are affordable for them. Therefore, it is
increasingly important for advertisers to develop unique
experiential opportunities and demonstrate why various platforms
would appeal to particular users by effectively communicating
the brand’s value.
• Blackberry’s efforts in developing solutions for consumers
through business development applications will assist in its
continued success.
 Introduction

•In the Internet age, technological advancement is

crucial in Blackberry’s efforts to enhance its
appearance and interface so that modern day users of
mobile phones are adopting the latest technological
trends.
•In 2012, there were 359 million subscribers of mobile
device customers and the numbers continue to increase.
However, the Canadian smartphone market size
forecast reveals a gradual decrease over the period
2012-2016.
 IMC Plan
The marketing objectives are generally stated in the quantitative
terms such as sales, profits, margins and they impact the IMC
objectives in numerous of ways. Two of the ways are internal and
external analysis.
The promotional plan is the essential part of the marketing
strategy. Thus, the promotional planners may have thorough
knowledge of the roles of the advertising and other mixed
elements of the promotion would have a part in the overall
program of marketing.
Brand awareness is a way that a great amount of consumers
identify the firms that only involves the product and all things that
are associated with the product.
 IMC Plan (Continued)
Although the customers are of brand, the goal of the firm
is to widen customer’s knowledge of the well-known
retailer.
To attract the new customers we plan to offer the
promotion of sales and other exciting techniques in the
marketing to attain the large number of traffic not only on
the website, but mainly the pop up location.
The brand store is available for a limited amount of time,
which leads to customers realizing the sense of the
urgency to trial purchase or purchase outright.
 Advertising Campaign
The advertising expenses included media, agency and
promotional expenses that totaled approximately $925 million.
Billboards are an inexpensive and excellent way to promote the
big event that will occur during Canada Day.
Radio will only be used in the final part of the 6 month campaign
to promote the event.
For the online Campaign Twitter (average of 15 tweets a day),
Facebook (3 to 4 posts a day) and Instagram (2 to 3 photos a day
and during the event period this number will be higher) will be
used all the time during the 4 phases, YouTube will be used to
post the videos with Mr. Reeves and the videos of the winners.
 Advertising Budget
EVENT: $1,500,000 – The final part of the campaign is the big event in
10 Canadian cities and the budget for each event is 150,000 and all
together it will be 1.5 million.
Celebrity: Keanu Reeves - $1,750,000
Television Commercials- CTV (for all Canada): $2,600,000
Newspapers: $450,000 for all 10 newspapers, an average of $45,000 for
each one
Transit Advertising/Billboards - $700,000 for all 10 cities, an average
of $70,000 for each one
Radio - $350,000 for all 10 cities, $35,000 for each
Contests: (monetary prizes) - $200,000
TOTAL BUDGET = $7,800,000 million
 Internet Marketing Plan
Engage a youth icon, Keanu Reeves, as the
Spokesperson and endorser for the brand.
The target audience would be able to relate to
a young endorser and this would leverage the
positioning of the brand.
RIMs young officials would also serve as the
spokesperson for the brand.
Create a lot of ‘buzz’ amongst the youth by
employing the youngster as Buzz Agents in
colleges and youth clubs. The buzz agents
would promote the brand through online viral
campaigns and word of mouth.
 Direct Marketing Plan
Current users consider upgrading their phones when their
carrier contracts are ending
Current users have high loyalty and want to know the
latest information about BlackBerry
71% of young professionals read print magazines
66% of young professionals read print newspapers
Young professionals are listening to over the air radio and
internet radio on their way to work during their long drives
Free Wi-Fi was one of the most common customer
comments they have received
 Sales Promotion Plan
• For the objective of the sales promotion plan this is more aimed
towards the people that are looking to save money by using
coupons, discount codes, and other sorts of items I'll take a
certain percentage off of items.
• For the sales promotion plan to be created there will be a total of
$150,000 allocated towards this for an annual year.
• The sales promotion will be mainly targeted towards the current
customers that early currently signed up and newsletters, to
include the following statement, “Seeing how you are a valued
customer come in this week and save up to 40% on select
electronics by using this and our newsletter.”
• Everyone is eligible for the discounts that are shown in the
newsletters but we are narrowing it down to the age range of 21
to 40 both male and females.
 Public Relations
The objective of our public relations plan is to address the
necessary funds needed for repairs to the building, payment of
mortgage on the buildings that is owned, and the necessary
supplies to keep the business afloat.
For the public relations plan we are going to create there will
be a total of $250,000 that will go towards the normal expenses
that it leaves up.
The media planning for the public relations plan goes through
a lot of different aspects. We are trying to reach the people that
are loyal members, which will total to be around 375,000.
 Conclusion
 This four month campaign is fashioned meticulously to address
the objective of rebranding Blackberry.
 Ambassadors will create the buzz among the youth, engage them
in a social dialogue and reposition the brand in the mind of the
consumers.
 “I love Canada” campaign will make the Canadians deem
Blackberry as a national brand and will encourage them to
support and love Blackberry.
 The idea behind these contests and the celebration is to re-
position Blackberry as a brand that is cool, fun and inspirational.
 Advertisements on buses and street cars can be effective also.
Billboards, social media platforms, TV and radio will be a pre-
requisite.
 References
 Akkad, O. (2013). Now RIM faces new challenge in India. Retrieved from:
http://www.theglobeandmail.com/globe-investor/now-rim-faces-new-challenge-in-india/article1377196/
 Alvarez, E. (2012). RIM launches BlackBerry 'Be Bold' ad campaign, superheroes nowhere to be seen (video).
Retrieved from: https
://www.engadget.com/2012/02/02/rim-launches-blackberry-be-bold-ad-campaign/
 Belch, G., Belch, M. (01/2014). Advertising and Promotion: An Integrated Marketing Communications Perspective, 10th Edition.
[Bookshelf Online]. Retrieved from: https://online.vitalsource.com/#/books/1259610705/
 Blackberry. (2017). About Blackberry. Retrieved from: https://us.blackberry.com/company
 Bogart, N. (2013). BBM adds over 20 million new users from Android, iPhone app. Retrieved from:

http://globalnews.ca/news/932054/bbm-adds-over-20-million-new-users-from-android-iphone-app/
 Boundless. (2017). Determining a Budget. Boundless Marketing. Retrieved from:

https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/integrated-marketing-communications-12/integrate
d-marketing-communications-85/determining-a-budget-428-6894
/
 Boundless. (2017). Promotional Mix. Retrieved from:
https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/integrated-marketing-communications-12/the-
promotion-mix-83/
https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/integrated-marketing-communications-12/the-pro
motion-mix-83/public-relations-416-10590
/
 Friend, D. (2013). BlackBerry 10 Release: Can New Smartphones Redeem RIM? Retrieved from:
http://www.huffingtonpost.ca/2013/01/27/blackberry-10-release_n_2561911.html
 Lopez, M. (2013). Blackberry 10: A New Market Worthy Competitor. Retrieved from:
https://www.forbes.com/sites/maribellopez/2013/01/30/blackberry-10-a-new-market-worthy-competitor/#4af3b015147c
 Umiastowski, C. (2013). Watch what consumers buy and then buy the stock. Retrieved from: