JADDAN BRUHN

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 women’s 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

QUALITY *Zafino *Crumpler

*Belkin *Targus STYLE

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

Promotional Vehicle 1 Public Relations
• Host charity screening of Sex and the City 2 • Co-hosted by 2Day FM, Time Out Sydney, Sydney Morning Herald, Skyy Vodka, Sunraysia Natural Beverage Company, Event Cinemas and The McGrath Foundation • Engage with Target Audience • Promote brand awareness • Identify with lifestyle aspirations

Promotional Vehicle 1 Public Relations

Promotional Vehicle 1 Public Relations
Team Roles
Team Leader • Marsha Brady, PR Manager Support Roles • Bobby Brady, Account Manager • Peter Brady, Media Manager • Mike Brady, Creative Director

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

Promotional Vehicle 1 Public Relations - Budget
Budget - Vehicle 1
Temp Staff 9% Promotional & Printing Costs 31%

Experiential Crew 29%

• Total cost $16,400 • Ticket Revenue $21,000 • Donation to McGrath Foundation $4,600 • No cost to Zafino

Event Space Costs 31%

Promotional Vehicle 1 Public Relations - Timeline
Task Name Preliminary Planning Sponsor Approvals Venue Booking Theme Development Sponsor & Client Approvals Event Planning Arrange & Book VIP Attendees Models / Stage Manager / Wardrobe / Hair Stylist / Makeup Interior fit-out, Catering & Hospitality Staff, Furniture Audio Equipment & Staff / Lighting Equipment & Staff DJ, Security, Photographers, Cleaners Client & Sponsor Approval Graphic Design Graphic Design Briefing Client Promotional Material, Site Banners & Displays View Graphic Design Proofs Client & Sponsor Approval Publicity Media Release Media Partner Promotion Printing of materials & site displays Site Set-up Event Clean-up Responsibility Marsha Brady Bobby Brady Peter Brady Duration 27 days 12 days 1 day 5 days 10 days 10 days 3 days 3 days 3 days 3 days 3 days 5 days 10 days 1 day 1 day 1 day 5 days 20 days 1 day 21 days 5 days 3 days 1 day 1 day Start Thu 1/04/10 Thu 1/04/10 Mon 19/04/10 Mon 19/04/10 Mon 26/04/10 Mon 10/05/10 Mon 10/05/10 Mon 10/05/10 Mon 10/05/10 Mon 10/05/10 Mon 10/05/10 Mon 17/05/10 Mon 10/05/10 Mon 10/05/10 Mon 10/05/10 Fri 14/05/10 Mon 17/05/10 Mon 3/05/10 Mon 3/05/10 Mon 3/05/10 Mon 24/05/10 Tue 1/06/10 Tue 1/06/10 Wed 2/06/10 Finish Fri 7/05/10 Fri 16/04/10 Mon 19/04/10 Fri 23/04/10 Fri 7/05/10 Fri 21/05/10 Wed 12/05/10 Wed 12/05/10 Wed 12/05/10 Wed 12/05/10 Wed 12/05/10 Fri 21/05/10 Fri 21/05/10 Mon 10/05/10 Mon 10/05/10 Fri 14/05/10 Fri 21/05/10 Fri 31/05/10 Mon 3/05/10 Mon 31/05/10 Fri 28/05/10 Tue 2/06/10 Tue 1/06/10 Wed 2/06/10

Marsha Brady Bobby Brady

Bobby Brady Mike Brady

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

Post Production 41%

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

Bobby Brady Jan Brady Mike Brady Jaddan Bruhn

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

Bobby Brady Jan Brady Mike Brady

Bobby Brady Jan Brady Mike Brady

Bobby Brady Jan Brady

Promotional Vehicle 3 PR – DJ’s Fashion Event
• • • • • • David Jones’ in-store fashion event Runway fashion show In conjunction with David Lawrence Incorporate entire Zafino range Event exclusive to DJ account holders Marks launch of new retail concessions at DJs

Promotional Vehicle 3 PR – DJ’s Fashion Event

Promotional Vehicle 3 PR – DJ’s Fashion Event
Team Roles
Team Leader • Marsha Brady, PR Manager Support Roles • Bobby Brady, Account Manager • Mike Brady, Creative Director

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

Promotional Vehicle 3 PR – DJ’s Fashion Event
Budget - Vehicle 3

• Total cost $40,300 • Zafino @ 20% • Cost to Zafino $8,060

Promotional Materials 40%

Staging & Set-up 27%

Models 17% Event 16%

Promotional Vehicle 3 PR – DJ’s Fashion Event - Timeline
Task Name Preliminary Planning Sponsor Approvals Venue Booking Theme Development Responsibility Duration 15 days 5 days 3 days 10 days 5 days 10 days 3 days 1 day 1 day 1 day 1 day 1 day 1 day 1 day 1 day 1 day 1 day 1 day 1 day 1 day Start Mon 1/03/10 Mon 1/03/10 Mon 1/03/10 Mon 1/03/10 Finish Fri 19/03/10 Fri 5/03/10 Wed 3/03/10 Fri 12/03/10
Cleaners Client Approval Sponsor Approval Guest List Approval Graphic Design Graphic Design Briefing Invitations Client Promotional Material Site Banners Site Displays View Graphic Design Proofs Client Approvals Sponsor Approvals Printing of promotional materials, invitations & site displays Client Approval Sponsor Approval Invitation Mail Out Media Release Site Planning Site Set-up Event Clean-up Selection of Press Photos & Materials Approval of Press Photos & Materials 1 day 5 days 5 days 5 days 18 days 1 day 1 day 1 day 1 day 1 day Marsha Brady 1 day Bobby Brady 5 days Mike Brady 5 days Mon 22/03/10 Mon 29/03/10 Mon 29/03/10 Mon 29/03/10 Mon 22/03/10 Mon 22/03/10 Mon 22/03/10 Mon 22/03/10 Mon 22/03/10 Mon 22/03/10 Fri 26/03/10 Mon 29/03/10 Mon 29/03/10 Mon 22/03/10 Fri 2/04/10 Fri 2/04/10 Fri 2/04/10 Wed 14/04/10 Mon 22/03/10 Mon 22/03/10 Mon 22/03/10 Mon 22/03/10 Mon 22/03/10 Fri 26/03/10 Fri 2/04/10 Fri 2/04/10

Marsha Brady Bobby Brady

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

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