BSS School Tour Activation Brief

8/3/2019 BSS School Tour Activation Brief

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Bulldog Shoes

Superglue School

CaravanActivation Plan Presentation



Rationale/Background

Its back-to-school time.

Practical and economical parents though buy new set of schoolstuff every school opening, they also tried to maximize the things

used in the previous school year notebooks, bags, uniform andshoes.

Aside from school opening, rainy season also starts. Problemssuch as flash floods and constant exposure to rain water affects

durability of school things particularly shoes.



T

he ProductBulldog Shoes Superglue

The only superglue that works

even when wet.

The ONLY superglue made for alltypes of footwear.Repairs shoesinstantly even when damp or wet.Bulldog Shoes Superglue providesa permanent bonding solution;

keeps the bonded surfaceswaterproofed and helps retainshoes flexibility after application.



The Big Idea It is a series of direct-to-consumer activation in differentschools in Metro Manila.Bulldog Shoes Superglue willvisit various educational

institution and set-up a boothwherein students can get thechance to have their shoes fixfor FREE using Bulldog ShoeSuperglue (Fix Your Shoes With

Bulldog Shoes Superglue

Promo). Product demonstrationand selling will also beconducted.

BULLDOG SHOES

SUPERGLUE

SCHOOL

CARAVAN



General Objectives

To create brand awareness through direct-to-consumer activation.

Induce trial and repeat usage among consumer who have

directly experience the brand during the activation.

To use word-of-mouth promotion using students who will beintercepted during the activation and passing the information totheir parents.

Generate incremental sales of Bulldog Shoes Superglue on theduration of the campaign.



Specific Objectives

Be able to conduct 15 school tours during the campaign.

Reach a total of 2,250 individuals who will directly experience thebrand promise.

Generate 10-15% trial purchase rate among total customersreached.



Targets and Demographics

Consumer belonging to mostly upper C and some B SEC.

Highly populated schools ranging from primary to tertiary.

Age varies from as young as 11 years old to 18 years will be theintercepted reach. Parents will be the secondary reached throughword of mouth coming from the students who was directlyreached of the activation.



Proposed Venues

A. Primary and Secondary Schools

1. Pateros Elementary School

2. Pasig Catholic College

3. Quezon City Science High School4. Francisco High School QC

5. Ramon Magsaysay High School QC

6. Marikina Elementary School

7. Pasay National High School

8. Makati National High School



Proposed Venues

B. Tertiary Schools

9. University of the Philippines Diliman

10. Polytechnic University of the Philippines

11. Far Eastern University12. Pamantasan ng Makati

13. Pamantasan ng Manila

14. Arellano University

15. University of the East



Activity Duration

August 1 September 30, 2010

Activation time (per activity run): 10:00 AM to 4:00 PM



Booth Activity Plan

Product Demonstration and Free Shoe Repair

Promo Merchandiser will offer the Fix Your Shoes WithBulldog Shoes Superglue Promo.

Interested participants registers at the booth. Product Demonstrators will show them how to use Bulldog

Shoes Superglue. When the demo is finished, the participantsthemselves will be the one to fix their shoes .

Selling Component

Promo Merchandiser will advise the participants that theproduct is available for selling. If not interested, tell them totell their parents to use Bulldog Shoes Superglue for anyfootwear repair.



Logistics and Manpower R

equirement Materials

Bulldog Shoes Superglue booth

225 (15 pieces X 15 schools) pieces Bulldog Shoes Superglue

products for Fix Your Shoes With Bulldog Shoes SupergluePromo

375 (25 pieces X 15 schools) pieces Bulldog Shoes Supergluefor selling activity

Bulldog Shoes Superglue product streamers



Logistics and Manpower R

equirement Manpower

Activity Team Leader

One (1) Product Demonstrator

One (1) Sales Coordinator or Promo Merchandiser Driver and service vehicle



Time Table

Task Description Timeframe PersonResponsible

1. Project presentation, revision andapproval.

June 21 26, 2010

2. Development and production ofcreative materials.

June 28 July 17,2010

a. Booth

b. Product streamers

3. Coordination with prospectivevenues until securing approval ofvenues and schedules.

June 28 July 24,2010

4.Internal coordination July 19 24, 2010



Time Table

Task Description Timeframe PersonResponsible

5. Pre-operation meeting July 26 31, 2010

6. Activation implementation August 1 September 30,2010

7.Post assessment and evaluation

a. Per activation After everyactivity

b. Final October 6, 2010



Budget Requirements

Cost Description Quantity # ofActivity

Unit Cost Total

1. Bulldog Shoes Superglue Booth(portable type)

1 1 5,200.00 5,200.00

2. Bulldog Shoes Superglueproduct streamer (banner standtype)

2 1 450.00 900.00

3. Bulldog Shoes Supergluesamples

15 15 63.00 14,175.00

4. Manpower

a. Product Demonstrator 1 15 800.00 12,000.00

b. Promo Merchandiser 1 15 800.00 12,000.00

c. Driver 1 15 450.00 6,750.00

5. Vehicle 1 15 600 9,000.00

TOTAL 60,025.00



Cost-Benefit Analysis

Total cost of the activation is at PhP60,025.00.

Incremental sales on the duration of the project is atPhP23,625.00

Actual investment cost of the activity is at PhP36,400.00 andreaching a total of 2,250 individuals.

The promotional cost of the activity is PhP16. 18 per head.



Cost-Benefit Analysis

Assumptions

The sales generated directly from the activation will comefrom innovators and early adopters type of consumer whichconstitute almost 16% of the market.

Granting that 34% of those reached (these are the earlymajority type of consumers) will buy the products promotedto them, payback of the activity is nine (9) months after theimplementation.



Open

Discussion



Thank you«

Documents

BSS School Tour Activation Brief