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Bunyoni Blankies Creative Brief
Bobby Baker, Kevin Eichie, Keri Kujawa, Erin Peters, and Lindsey Rietschel
MKT 332 | Dr. Linda Showers Fall 2014
Illinois State University
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Table of Contents Preliminary Pages Team Biographies (All) .......................................................................................................................................... 3
Executive Summary (Lindsey and Erin) ......................................................................................................... 4
Section I: Target Audience Profile Selection/Justification of Target Audience Profile (All) .......................................................................... 5
Section II: Creative Platform
Core Message/Platform Description and Justification (All) ................................................................ 14 Campaign Objectives (All) .................................................................................................................................. 14
Section III: Creative Strategy IMC Plan Overview & Creative Execution Principles (Lindsey) ......................................................... 18
Presentation of Logo, Layouts, and Analytical Criticisms (All) .......................................................... 21
Appendices Appendix A: In-‐Depth Interview Method and Results (All) ................................................................. 33
Appendix B: Copy Test Results (Erin) ........................................................................................................... 39
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Team Biographies Lindsey Rietschel is a double major in Integrated Marketing Communications and Organizational Leadership at Illinois State University. She has a variety of experience in the field of marketing through the various internships she has had throughout her college career. This includes a summer internship at All Terrain, an experiential marketing agency, as well as her current position as a HBO Campus Agent for GMR Marketing. Lindsey is also involved on campus with a variety of student organizations including Zeta Tau Alpha, The National Society of Leadership and Success, and University Program Board. She has demonstrated her leadership skills by holding positions as social chair and song chair of Zeta Tau Alpha and by partnering with UPB to plan a student event for HBO with over 1,300 students in attendance. Erin Peters is a senior at Illinois State University majoring in Integrated Marketing Communications. She has gained a great amount of hands on experience and knowledge while working as a marketing intern for a home decor company located in the city of Chicago. During her time as an intern at Cowtan & Tout she assisted with the rebranding of their summer collection. Erin does not hesitate to credit most of her experience with marketing to the College of Business at Illinois State where she developed countless marketing plans, market research analysis and projects, as well as creative presentations. Keri Kujawa is currently a senior at Illinois State University studying Marketing with a concentration in Integrated Marketing Communications. Keri has gained a great deal of experience in IMC from her internships with the marketing firm, HYConnect, and with her continual internship Illinois State University Sports Marketing and Promotions. Keri has worked on campaigns for promotions during her ISU internship performing everything from direct marketing, cold calls, creating flyers using Adobe Photoshop, coming up with in-‐game promotions, and performing data collection. These skills that she has gained, has allowed her to professionally speak with clients and be organized in all aspects of her future career, hopefully in sports marketing. Bobby Baker is a senior at Illinois State University majoring in Agricultural Business and Integrated Marketing and Communication. While he currently has no experience outside the classroom, he has worked with several clients during class projects. In these projects, he has conducted primary and secondary research on various target markets, analyzed past marketing efforts, create effective logos, and worked in teams to formulate effective marketing campaigns. Kevin Eichie is a highly motivated Integrated Marketing Communications major with a variety of experience in promotions and sales. Kevin is a Ticket Sales and Marketing/Promotions intern for Illinois State Athletics. He also holds the position of President of the Sports Marketing Student Association (SMSA). Kevin works with the ISU start-‐up Packback Books as a Brand Ambassador. His past leadership roles and diverse internship experience makes him a great candidate for marketing and sales positions. He has a passion for sports, music, photography, and entertainment.
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Executive Summary Bunyoni Blankies is a startup organization in Bloomington, IL that began business in June 2013. Since then, a website storefront has been launched and a variety of styles of car seat swaddle blankets are available for purchase. The Bunyoni Blankie is a safe, reliable, and comfortable product designed for moms with their babies. Bunyoni Blankies has a huge opportunity to grow, but has struggled to launch sales and establish market growth in the industry. Minimal promotional and creative material is distributed by Bunyoni Blankies, which offers our team a huge opportunity to develop a creative strategy to help the business grow. The proposed campaign target audience profile includes details on both the primary and secondary target audience. A brief description of each audience is as follows: • Primary Audience: New moms between the ages of 15-‐50 who have given birth in the
past 12 months. • Secondary Audience: Gift givers of new moms such as grandparents or close
friends/relatives. The communication objectives of this campaign aim to: 1. Increase overall awareness of the Bunyoni Blankies brand. 2. Increase the number of recommendations and reviews given to the brand. 3. Educate our audience on the benefits and attributes of Bunyoni Blankies.
The sales/behavioral objectives of this campaign aim to: 1. Increase the amount of “likes” on the Bunyoni Blankie Facebook page. 2. Increase the amount of traffic to the webpage. 3. Increase annual revenue for Bunyoni Blankies.
The proposed creative platform is: • Instill confidence in mothers for the safety of Bunyoni Blankies • Showcase various designs and styles available for purchase • Demonstrate ease of use to mothers • Establish brand awareness • Focus on quality, comfort, and value through each blankie A redesigned logo was created to further communicate the benefits and product use of a Bunyoni Blankie. The purpose of the logo design is to create a memorable logo that resembles a baby product made for mothers, by mothers. Several different media outlets are utilized in our campaign to deliver consistent messages to the target audience. Ad layouts include: • Facebook Cover Photo • Direct Mailers • Blog Banner • Flyers • Facebook Promotional Post
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Copy testing amongst two Facebook posts revealed that a larger logo increases brand awareness. More importantly, the copy tests concluded that consumers prefer a monetary incentive and would be more willing to purchase a blanket amongst hearing of the promotion. To measure the effectiveness of each layout we will conduct quarterly evaluations of each objective through use of online tracking to, post purchase surveys, as well as additional surveys to the target audience.
Selection/Justification of Target Audience Profile Bunyoni Blankies LLC is a startup organization that just began in June of 2013 and is located in Bloomington, IL. As an online retailer, its main product is the Bunyoni Blankie which is a swaddle blanket that has three slits in the back of the blanket in order to easily buckle a baby into a car seat and keep the blanket securely positioned while traveling. The Bunyoni Blankie is a safe and comfortable product for infants and the swaddle design allows for temperature control by unswaddling the sides of the blanket if desired. Another product feature is that the child can be easily removed from a car seat while still wrapped in the blanket. The Bunyoni Blankie has been FMVSS 213 crash tested which means the product can safely be used in any carrier device while still keeping the child safe in the safety straps of the device [1]. Bunyoni Blankies are sold online for $35.00, are offered in a variety of styles and designs, and have customization features available upon request. As Bunyoni Blankies is a start-‐up organization, they currently have a small customer base. Although the current customer base is small, customers are extremely satisfied with the products and continue to recommend it to friends and other new moms. The majority of Bunyoni Blankie customers currently live within the Bloomington/Normal area with a few customers outside of the city and state. Current customers have come from mostly family and friends or customers who have inquired about a purchase based on word-‐of-‐mouth promotion. Primary Target Audience The primary target audience proposed for Bunyoni Blankies is new mothers. The market for this product includes middle class women ages 15-‐50 who have recently gave birth in the last 12 months. Refer to Exhibit 1 for a complete summary of the campaign target audiences. The cost of a Bunyoni Blankie is $35.00, a more appealing price to the middle class household earning an average of $35,000 to $75,000 a year [2]. The average age of a new mom in the United States is 25, which is an increase in age from past years [3]. As a result, the average income of new moms is within the middle class range based on the older age demographics. Bunyoni Blankies is currently located in Bloomington, IL and is selling its product to new moms online. Because Bunyoni Blankies currently uses multiple online channels to sell its
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products (company website, Amazon.com, Overstock.com, and Etsy) consumers throughout the state of Illinois can easily access the product through an online storefront.
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Section I: Target Audience Profile
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Exhibit 1
Target Audience Profile Bunyoni Blankies
Demographic Characteristics
Primary Target Audience: • New moms • Ages 15-‐50 (Average age of first time
parent is 25 in the US) [3]. • Middle Class (Average income between
$35,000 and $75,000) [2].
Secondary Target Audience: • Gift giver for infants/new moms
o This includes: § Grandparents § Friends of someone expecting a
child § Relatives of someone expecting
a child • Middle Class • Anyone over the age of 21 who lives in
the state of Illinois Psychographic Characteristics
Primary Target Audience: • Someone living an active and busy
lifestyle and are transitioning to balance personal needs with the demands of parenthood
• A parent looking to find products that are of the highest quality for their child
• Someone looking for functionality and comfort when transporting infants from one place to another
• A parent who cares about the safety of their children
Secondary Target Audience: • Someone who values giving a quality
gift to their grandchild or child expecting a new child
• Someone who values giving a high quality gift at a baby shower
• A gift giver who values the opinions of others when giving gifts to their loved ones
• Someone who is wanting to buy products that make the life of a new parent easier
Target Audience Size
Primary Target Audience: • Women ages 15 to 50 who live in
Illinois and had a birth in the last 12 months: 158,016 [3].
Secondary Target Audience: • 1,481,824 households in Illinois earn
an average income of $35,000 to $75,000 [4].
Influencers
• Opinions from government regulators (department of transportation and safety)
• Mom blogs or bloggers • Reviews and recommendations on the
product • Opinions from other Moms·
• The expecting mother or parent of a new child
• The items listed on a baby registry site • Reviews and recommendations from
others
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Secondary Target Audience The secondary target audience for Bunyoni Blankies is gift givers to infants/new mothers. These gift givers are grandparents, other relatives, and friends of an expecting mom who live in the state of Illinois. Although the company is located in Bloomington, IL the target audience will include the entire state of Illinois, with a majority of consumers located in the Chicagoland area and surrounding suburbs. An online storefront will make the distribution of products accessible to those throughout the entire state. Since this target audience is a very broad age group, it would include anyone over the age of 21, primarily women. The secondary target audience for Bunyoni Blankies is also those who earn an annual income of $35,000-‐$75,000 (middle class). At a price of $35.00 per blanket, a consumer above the age of 21 within the middle class will be able to afford the Bunyoni Blanket. Grandparents, other relatives, and friends will be purchasing the Bunyoni blanket for the expecting mother, by finding the accessory on a baby registry site or by recommendations or suggestion from others. Primary Psychographics The primary target audience for Bunyoni Blankies is middle-‐class mothers who live an active and busy lifestyle, value safe and high quality products for their children, and are looking for functionality and comfort when transporting infants from one place to another. Bunyoni Blankies targets mothers who live active lifestyles and are transitioning to balancing personal needs with the demands of parenthood. Busy mothers are constantly looking for convenient and simple-‐to-‐use products to make their lives easier. Characteristics of the primary market also include mothers who want to protect their infants from the severe winter weather in Illinois. Another characteristic of this audience is mothers who are seeking to find a blanket that has easy temperature control while going on walks/runs with their infant during changing climate seasons (fall/spring). Bunyoni Blankies are also FMVSS 213 crash test rated which is ideal for parents who are concerned about the safety and well being of their child. The primary target audience is middle class mothers who are willing to spend money for high quality and long lasting products. Secondary Psychographics The secondary target audience for Bunyoni Blankies is gift-‐givers for new moms or infants which focuses on grandparents, friends, and relatives of an expecting or new mom. This segment enjoys giving quality gifts to their loved ones, especially to a new grandchild or providing a product that will make a new mom’s life more efficient. Members in this group also care about the opinions of others when giving gifts at baby showers and want to be responsible for providing the highest-‐quality, highest-‐valued, and most memorable gift. It is possible that consumers in this target audience are also members of the primary target audience which means they may have experience with existing baby products. Moms who give gifts to other moms will choose products they support and use as well. Grandparents are also a highly-‐involved category who spend a significant amount of time engaging in activities that will satisfy their children’s and grandchildren’s needs most.
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Influencers With the primary target audience being mothers of newborns, there are several outside parties who influence these mothers. The top of this list is governmental regulators. They are responsible for certifying products safe for use by a child. This is an important factor when moms choose products for their children and can be used to highlight that these products are safe and up to the government standard. Another large influencing party are blogs that are run by mothers. These blogs often contain product reviews and recommendations. They carry high credibility with expecting or new mothers because other moms are brutally honest when it comes to the safety and comfort of their child. They are not afraid to tell it how it is and can be a great asset when providing testimonials about our product as well as feedback on their perceptions of our products. This also works well with opinions of other mothers via word of mouth. These opinions are trusted more since these people are generally friends and you trust your friends before you trust a stranger. Target Audience Size The primary target audience is new mothers in the state of Illinois who have had a child in the past year. These woman are ages 15-‐55 and fall within the middle class income category. As described in Exhibit 1, the primary target audience has a total population of 158,016 [3]. Although the company is located in Bloomington, IL a significant number of these individuals live in the suburbs of the Chicagoland area. The size of the secondary target audience is a larger category since it includes all of the households in Illinois that fall within the middle class income range ($35,000-‐$75,000 annual salary). Again, as summarized in Exhibit 1, the secondary target audience includes 1,481,824 households in the state of Illinois [4]. This is a broader target audience size since it includes individuals ages 21 and over within the target demographics.
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Target Audience References [1]: Ahearn, Holly (2014). Bunyoni Blankies. Retrieved September 15, 2014. <http://www.bunyoniblankies.com/collections/frontpage>. [2]: Williams, Geoff. "What It Means to Be Middle Class Today -‐ US News." US News
RSS. N.p., n.d. Web. 15 Sept. 2014. <http://money.usnews.com/money/personal-‐finance/articles/2014/04/24/what-‐it-‐means-‐to-‐be-‐middle-‐class-‐today>.
[3]: U.S. Census Bureau. (2012). Selected population profile in the United States. Retrieved September 15, 2014. <http://factfinder2.census.gov/faces/tableservices/jsf/pages/productview.xhtml?pid=ACS_12_1YR_S0201&prodType=table>.
[4]: U.S. Census Bureau. (2012). Selected economic characteristics. Retrieved September 15, 2014. <http://factfinder2.census.gov/faces/tableservices/jsf/pages/productview>.
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Section II: Creative Platform
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Based on our situation analysis, the profile of the primary and secondary target audience for our campaign includes the following characteristics: Demographic Characteristics
Primary Target Audience: • New moms • Ages 15-‐50 (Average age of first time
parent is 25 in the US) [3]. • Middle Class (Average income between
$35,000 and $75,000) [2].
Secondary Target Audience: • Gift giver for infants/new moms
o This includes: § Grandparents § Friends of someone expecting a
child § Relatives of someone expecting
a child • Middle Class • Anyone over the age of 21 who lives in
the state of Illinois Psychographic Characteristics
Primary Target Audience: • Someone living an active and busy
lifestyle and are transitioning to balance personal needs with the demands of parenthood
• A parent looking to find products that are of the highest quality for their child
• Someone looking for functionality and comfort when transporting infants from one place to another
• A parent who cares about the safety of their children
Secondary Target Audience: • Someone who values giving a quality
gift to their grandchild or child expecting a new child
• Someone who values giving a high quality gift at a baby shower
• A gift giver who values the opinions of others when giving gifts to their loved ones
• Someone who is wanting to buy products that make the life of a new parent easier
Target Audience Size
Primary Target Audience: • Women ages 15 to 50 who live in
Illinois and had a birth in the last 12 months: 158,016 [3].
Secondary Target Audience: • 1,481,824 households in Illinois earn
an average income of $35,000 to $75,000 [4].
Influencers
• Opinions from government regulators (department of transportation and safety)
• Mom blogs or bloggers • Reviews and recommendations on the
product • Opinions from other Moms·
• The expecting mother or parent of a new child
• The items listed on a baby registry site • Reviews and recommendations from
others
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Core Message/Platform Description and Justification Creative Platform Our goal for this campaign is to establish or increase awareness of Bunyoni Blankies for both our primary and secondary target audiences. Through our campaign, we will communicate the benefits of the product as well as its unique attributes. These include but are not limited to the safety, quality, value, comfort, and style of the product. Our in-‐depth interviews (Please refer to Appendix-‐A for detailed interview results) revealed that 88.9% of respondents chose safety as the number one factor influencing their purchasing decisions for baby carrier devices, followed by cost by 66.7%, and comfort at 55.5%. Value and style did not fall far behind which is why we chose to include these attributes as well by offering a personalized one-‐of-‐a-‐kind product. Reaching these attributes throughout our campaign will allow for our target audience to become confident that Bunyoni Blankies is a safe and reliable choice for their precious cargo. We want mothers to feel good about what they are purchasing for their newborn. More importantly, the creative platform will reveal the intangible attributes such as the ease of use associated with Bunyoni Blankies. Message Tone and Appeal The tone of the this campaign will be informative, instructional, and clear and as a result, our target audience will be able to educate themselves and others of Bunyoni Blankies’ distinct attributes. The informative tone will be displayed by using the rational/logical appeal. We strive for our target audience members to see the need for the blankie by displaying the benefits of the blankie. As a team, we will underline benefits, such benefits as ease of use when using the blanket. By using an informative appeal, all members of our target audience will understand the values and advantages that come with using a Bunyoni Blankie. Campaign Objectives
Communication Objectives 4. Increase overall awareness of the Bunyoni Blankies brand.
● Our in-‐depth interviews revealed that 100% of respondents have never heard of the Bunyoni Blankies brand. After a brief description of the product was given to respondents, 13/19 stated they would be interested in purchasing the product in the future. Refer to Appendix A, questions 23 and 24.
● In campaign tracking, we hope to increase overall brand awareness among the target audience from 0% to at least 50%.
5. Increase the number of recommendations and reviews given to the brand.
● We found through our in-‐depth interviews that 17/19 of the respondents stated they value the opinion of family/friends when seeking advice on baby products and 15/19 of the respondents use online sources for advice on baby products through website reviews and blogs. Refer to Appendix A, question 27.
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● Our campaign will increase online product reviews on social media sites, the company website, and blogs. We also hope to increase word-‐of-‐mouth recommendations of the product from the friends and families of new moms such that at least ⅓ of product sales were related to either product reviews or recommendations.
6. Educate our audience on the benefits and attributes of Bunyoni Blankies.
● In our in-‐depth interview we found that safety (88.9%) is the most important factor when purchasing baby products. Apart from safety, respondents also value quality and use as important attributes in baby products. Refer to Appendix A, questions 11 and 12.
● We will increase awareness of the product benefits and attributes of Bunyoni Blankies such that 75% of those aware of the brand in campaign tracking will be able to describe the benefits of the Bunyoni Blankie.
Sales/Behavioral Objectives 4. Increase the amount of “likes” on the Bunyoni Blankie Facebook page.
● Currently, Bunyoni Blankies only has 305 likes on it’s Facebook page. ● We hope to increase Bunyoni Blankies fan base on facebook to at least 1,000
likes by the end of our campaign. 5. Increase the amount of traffic to the webpage.
● Bunyoni Blankies currently has no online advertisements encouraging customers to visit the website storefront and Facebook has only brought one customer to the company’s website.
● By the end of our campaign we hope to increase overall website traffic by 50% and have site visits from the Facebook page account for 15% of overall Facebook likes (45 visits for 305 likes and 150 visits for 1,000 likes).
6. Increase annual revenue for Bunyoni Blankies.
● An average of 10 blankets were sold per month in 2014, with an annual revenue of around $4,794.
● By the end of the campaign we hope to see at least a 50% increase in annual revenue and blankets sold per month, or 20 blankets sold per month and a $9,588 annual revenue.
Campaign Evaluation and Timeframe Our campaign will run for a 12 month period. This will allow enough time for the campaign to reach a significant amount of consumers throughout all of the different seasons of the year. Allowing the campaign to run for this amount of time will also enable quarterly evaluation of its progress. If necessary, this 12 month period will allow appropriate adjustments to be made to the campaign in order for it to continue to be effective. In order to measure the progress of our campaign Bunyoni’s Blankies should conduct quarterly evaluations of each objective. This will include tracking the amount of “likes” and site visits on the Facebook page. Bunyoni’s should also track online product reviews from
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social media sites, the company website, and blogs. A general post purchase survey will also be integrated into the website purchase portal in order to track which factors drove the customer to the site. A more specific survey given to our target audience will be created in order to measure the overall development of the communication objectives. Each quarter we will evaluate these surveys to ensure each of the benchmarks are being met. Website traffic and product sales will be tracked through the company shopify host page.
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Section III: Creative Strategy
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IMC Plan Overview & Creative Execution Principles The purpose of the IMC campaign is to satisfy the behavioral and sales objectives presented in the creative platform, focusing on an increase in brand awareness for Bunyoni Blankies products and brand retention of the several benefits of the product. The most significant benefits desired by mothers that will be highlighted throughout the plan include: comfort, safety, and value. Both the logo and layout designs are formulated based on the needs desired by mothers and their newborn children. This can be further demonstrated through the positioning statement: “For Moms, By Moms” which will be executed in each creative element. The different media outlets are focused around an online setting based on Bunyoni Blankies online storefront. The layouts aim to increase website traffic and drive consumers to the company storefront from social media outlets. A variety of Facebook layouts will be used to satisfy these objectives throughout the duration of the campaign. Refer to exhibit 2 for a detailed description and timeline of the IMC overview. In addition to social media advertising, direct mailers will be distributed to mothers across Illinois in order to reach consumers who are not aware of Bunyoni Blankies and are less likely to be exposed to social media posts. One of the layouts will be a seasonal layout that will be distributed 4 times a year and will over mothers a coupon incentive to purchase the product. Another direct mailer layout developed to communicate the several benefits of Bunyoni Blankies is a 3D Mailer. This unique layout includes three different pieces shaped as the blanket, baby, and car seat. The attention getting design encourages consumers to unfold the different sections and reveal the several benefits of the swaddle blanket. The flyer layouts will be inserted into The Pantagraph throughout the year to reach a local audience of mothers. Seasonal promotions will be displayed to increase product purchase and to consistently deliver product messages throughout the year to establish brand awareness. A banner ad will also be integrated into this campaign for the use on mom blogs. The purpose of this execution is to promote the blanket at a reliable site that moms trust and frequently visit for product reviews. Each advertisement will be displayed during the time that Bunyoni Blankies product is featured on a blog site in order to increase website traffic. Appeal An informative and rational appeal will be utilized throughout the IMC plan in order to communicate the benefits of Bunyoni Blankies to mothers. There will also be an instructional theme in order to communicate how to use the swaddle blanket. A nurturing tone will be used communicate messages to mothers in order to demonstrate the maternal creation of the product. Core Message and Theme
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The main benefit messages that will be communicated throughout the campaign are the comfort of the blanket for babies and the ease of use for mothers. These messages will be integrated with the statement: “For Moms, By Moms.” The several trendy designs of the
Exhibit 2
Overview of IMC Campaign
Type of Layout
Time Frame Media Placement Purpose
Facebook Cover Photo
The cover photo will be implemented during a 2-‐month timeframe during the referral program promotion. Every 2 months a new cover photo will be uploaded to retain interest and drive sales.
The photo advertisement will be uploaded as the cover photo on Bunyoni Blankies Facebook page.
The purpose of the cover photo is to grab the consumer’s attention immediately upon accessing the Facebook page. The advertisement will focus on the referral program and corresponding discount to increase word-‐of-‐mouth promotion and product purchases. The advertisement will also include a link to the storefront to increase web traffic from the Facebook site.
Direct Mailer Layout
The direct mailer will be distributed throughout a six month time-‐frame.
Distributed to households with new & expecting moms throughout the state of Illinois.
Communicate the benefits of the blanket including convenience, comfort, and safety. The creative piece will also demonstrate how to properly use the swaddle blanket to increase brand awareness
Flyer layout
Layout should appear consistently each week. Change layout, however, each season to showcase the blankie as a more than just a blankie but as a gift for holidays.
Advertised in the The Pantagraph
The Pantagraph is a great source of information in central Illinois for our target audience, mothers, and secondary audience members. The newspaper has a large reach.
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Exhibit 2 Continued
Overview of IMC Campaign
Blog Banner Layout
A blog banner advertisement will be displayed on 3 different mom blog sites during the week that the product will be featured on each of these blogs. These will be spaced over the course of one year, each blog focusing on a holiday or season.
Mom Blogs: mombloggersclub.com babygizmo.com babygearlab.com
From the in-‐depth interviews that were conducted, new mothers frequently use mom blogs and the internet for advice on baby products. The purpose of these advertisements is to encourage users to visit the Bunyoni Blankie website after learning about the products on each blog site.
Facebook Post
There will be 4 different Facebook advertisements posted each week to communicate two different messages to consumers. The first layout will focus on website traffic and will run 2 times a week and the second layout will focus on the referral program and will run the other 2 days of the week.
Bunyoni Blankies Facebook Page
The purpose of the first set of facebook layouts is to increase traffic from the facebook page to the website storefront. The second set of layouts will communicate the referral program to increase word-‐of-‐mouth promotion beyond traditional advertisements as mothers value the opinions of other moms significantly.
swaddle blankets will also be communicated throughout the layouts. In addition to these benefits the layouts will also ensure mothers that the product is safe to use. The referral program and product review promotion will also be communicated throughout the campaign to satisfy the campaign objectives.
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Visuals The different elements that will be integrated and consistent throughout the IMC plan include color scheme, website URL, message theme, product benefits, and the redesigned Bunyoni Blankies logo. Each layout will remain consistent with the logo colors, which are baby blue, light pink, and yellow in order to demonstrate that the product is made for babies. In addition to these colors, orange will also be used in order to grab the reader’s attention and demonstrate a nurturing and safe appeal to mothers. Colorful product images will also be used throughout the campaign to aid in product demonstration and to show mothers the variety of styles and colors available to purchase. The redesigned logo will also be incorporated into each element to increase exposure and awareness of the brand. In order to increase website traffic and product purchases, the website URL (www.bunyoniblankies.com) will be included in each layout design. Justification of Creative Strategy Execution The IMC plan and executions can be justified by our research, which revealed extremely low brand awareness and lack of understanding of product benefits. An informative and instructional appeal was chosen in order to increase the awareness of product benefits and the brand as a whole. We also identified the safety concern mom’s have for their child, so the creative elements assures moms that Bunyoni Blankie products are safe to use. An emphasis on social media is executed because of the frequent use of social media by mothers and the desire to acquire product information online. Flyers and Mailers are utilized throughout the campaign due to mother’s interest in coupons based on our research. Presentation of Logo, Layouts, and Analytical Criticisms A redesigned logo was created to further communicate the benefits and product description of Bunyoni Blankies. The purpose of the logo design is to create a memorable logo that resembles a baby product made for mothers, by mothers. Several different media outlets are utilized in our campaign to deliver consistent messages to the target audience. The executional elements are Facebook Cover Photos, Direct Mailers, Blog Banners, Flyers and Facebook Promotional Posts. The following section outlines an analytical critique of the campaign logo and each of the creative executions. Logo When developing a new logo for this campaign, we wanted to create a design that would communicate what the product is and also demonstrate to mothers that this is a reliable brand that was designed for moms. Please refer to exhibit 3 for the redesigned logo layout. The positioning statement chosen is “For moms, by moms” to reveal to the target audience that this is a product they can trust. The logotype was chosen to demonstrate a youthful image, which aligns with the product. The word “Blankies” slightly wraps around the word “Bunyoni” to signify the purpose of the Blankie and comfort for the baby. A baby swaddled in a blanket was chosen as the logo form in order to create a clear visual of what the product is.
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Exhibit 3 | Logo Design
The color scheme chosen is light pink, baby blue, and yellow. These colors were chosen because they symbolize the colors of newborns and also cover the different genders of babies. Polka dots are inserted into the baby’s swaddle blanket to resemble to several different styles available to purchase for Bunyoni Blankies. Overall the logo design is simple, informative, and relatable to the Bunyoni Blankie product. Facebook Cover Photo
FOR MOMS BY MOMS
Bunyoni blan kies
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The Facebook Cover photo utilizes a referral promotion in order to increase the word-‐of-‐mouth promotion of the product amongst moms (please refer to exhibit 4 for an example of the cover photo). This advertisement will be used as the cover photo and will run for 2 months in order to optimize consumer exposure to the promotion. Amongst viewing the ad, existing customers will be more likely to talk with other mothers about the Bunyoni Blankies product. In addition the referral promotion, this advertisement will also increase the amount of website visits from the Facebook page. The link at the bottom of the advertisements will direct interested customers to the storefront and will prompt them to enter the referral code upon sharing their “love” for Bunyoni Blankies with other moms. The title of the advertisement will grab the consumer’s attention as it will ensure moms that the blanket is a product they can trust. The visual element of the advertisement uses nurturing colors and also highlights a descriptive and colorful image that informs consumers of the product usage. The logo is placed in the bottom corner of the advertisement in a significant size in order to increase brand awareness and retention of the brand.
Exhibit 4 | Facebook Cover Photo
Direct Mailer The 3D direct mailer will be distributed to households around populated areas throughout Illinois. Exhibit 5 demonstrates the different steps and visual elements of the layout. The emphasized location for this mailer is the Chicagoland area and surrounding suburbs. Brand awareness in this area is extremely low so an attention getting mail piece will increase website traffic and product benefits of the swaddle. The layout includes three different pieces (blanket, baby, and car seat) that are designed in a step-‐by-‐step fashion to reveal how a Bunyoni Blankie works and the several benefits of the product. The 3D mailer is sent out with the baby swaddled in the paper carseat and there is an instructional clue on the front swaddle sleeve to direct the consumer to begin unswaddling the baby. Inside each sleeve reads another benefit of the product, and then the baby is removed from the
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swaddled, which then reveals the Bunyoni Blankies logo. Once the blanket is removed from the car seat the most important benefit is revealed which is the safety testing and trust mothers can have in Bunyoni Blankies products. The website URL is visible throughout the entire process to encourage consumers to make a purchase of the product. The second Direct Mail piece created will be distributed to households of new and expecting mothers throughout the state of Illinois (please refer to Exhibit 6 for an example of the second mailer). The colors of the mailer were chosen to reflect upon the up and coming Easter holiday. It seemed appropriate to send a seasonal mailer out because the time frame of the layout is each quarter of the year. The mailer is set up to look like a post card from Bunyoni Blankies to seem more personal and like a gift in the mail. The mailer offers coupons as an incentive for customers to actually make a purchase. 3 different coupons are offered so that anyone who picks up the postcard will find use for it, no matter if they are a mother or not. This layout is intended to be a gift in the mail each customer receives each quarter and something they can look forward to.
Exhibit 5 | 3D Mailer – “3D Set”
Step 1: Step 2:
Step 3: Step 4:
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Exhibit 6 | Direct Mailer
Front: Back:
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Blog Banner The online banner is used to optimize brand presence at an online location that moms frequently visit for product advice: mom blogs. For the banner layout, white space is used to exemplify the attribute of a customized blanket that Bunyoni offers (please refer to exhibit 7 for an example of the banner advertisement). It is also able to pop out against the purple blanket background. The fair skin and the beautiful eyes of the baby are able to grab attention through the clutter of an online customer. By sticking to our target audience profile, this banner’s strategy is to appeal to the second target audience; the next baby shower that the viewer attends. Also, the purple and animal print on the side are actual blankets that Bunyoni Blankies offer. One additional attribute of this banner is that the banner itself is a direct link to the Bunyoni Blankies website.
Exhibit 7 | Banner Ad
Flyers The first flyer showcases the Bunyoni Blankies logo to help to improve brand recognition (please refer to exhibit 8 for an example of the first flyer example). The logo is a third of the flyer and surrounded by a polka dot design. The design was chosen to showcase the variety of patterns of Bunyoni Blankies. The first line of text on the flyer is “Comfort. Safety. Value.” These are the 3 main attributes mothers in Bunyoni Blankies primary target market look for in baby products. The second line of text is “What else could a mother ask for?” This statement relates to both Bunyoni’s primary and secondary target market. It primarily relates to our secondary target market of gift givers who are looking to purchase baby products for new and expecting mothers. The colors of the flyer are consistent with the colors of the new Bunyoni Blankies logo. This also helps to increase brand recognition. The web address, bunyoniblankies.com, is listed to drive more traffic to the site. The website is the best way to learn about the blankets with product descriptions written by the owner. The second flyer created goes into a little more detail of the product (refer to exhibit 9 for an example of this layout). It includes a picture of a baby wrapped in one of the Bunyoni
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Blankies. The baby looks very happy and this will instill positive feels in anyone that looks at the flyer. The header of the flyer is “Solving everyday frustrations for new moms.” This statement is powerful because the primary demographic of our campaign is mothers and they know the challenges of wrapping up their babies in swaddle blankets. The descriptive text underneath the baby picture was created to draw consumer’s eyes once they are done looking at the baby. The colors are consistent with the new Bunyoni logo to instill brand recognition. Only a few polka dots are added to the flyer so that people would not be distracted from reading the text. This would be the second flyer in our flyer campaign and our target markets would be more familiar with the brand. This flyer would be informative give some information about the product. The name of the website is also listed (bunyoniblankies.com) to generate more traffic to the company website.
Exhibit 8 | Flyer 1
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Exhibit 9 | Flyer 2
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Facebook Post The Facebook post created for our campaign is in response to our Bunyoni Blankies referral program (Please refer to exhibit 9 for an example). Through this share, Facebook viewers are able to engage with the company by entering in contests to win a gift card to the store. The logo in the upper-‐left corner of the post is intended to me memorable by the size, color, and consistency among other platforms. The picture of the baby wrapped in the product is to show the convenience of the product as well as the unique and personalized attributes it holds. Creating awareness of the Bunyoni Blankies will be achieved through this post because in order for customers to be eligible to win a gift card they must leave a comment on the photo. As part of the referral program we hope to receive many beneficial recommendations and reviews from our customers at the cost of a gift card. This is a great way to get the name of the product out on Facebook as well as continue to have customers like and share the post to generate new followers. The Facebook layout utilizes size, color, and novelty to grab participant’s attention.
Exhibit 9 | Facebook Post In order to measure the effectiveness of this layout, two different Facebook post versions were copy tested amongst a group of participants (please refer to appendix B for copy test methodology and results). The two different layouts were tested in order to determine which promotion was most appealing to the participant, as well as which layout retained stronger brand awareness based on logo size. Our results revealed that participants prefer
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a monetary incentive to a chance to win a random prize. The copy test results also confirmed that participants remember and prefer a larger logo in the advertisement. This factor was also related to stronger brand retention with the ad with a larger logo than the smaller logo. Finally, participants were drawn to the selected layout because of the use of pink color to highlight the prize offering.
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Appendix A: In-Depth Interview Results
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Appendix A: In-‐Depth Interview Method and Results
In-‐Depth Interview Method
To determine the direction the campaign needs to go, our team conducted in-‐depth interviews with 19 people in our primary and secondary target audiences. Refer to Exhibit A-‐1 for the interview script. This allowed us to gain knowledge into our target audience’s perceptions and preferences.
From these interviews, the knowledge we gained about our target audience’s perceptions and preferences was very insightful. Only one of the respondents had heard of of Bunyoni Blankies prior to the interview and many of them would be interested in purchasing the product. This confirms that Bunyoni Blankies has potential to become known in the baby industry. Awareness will have to be the focus of this campaign. In-‐Depth Interview Results
Where does our target audience shop for baby carrier accessories?
In order to determine where our target audience shops for baby carrier accessories and which locations they were aware of that sold baby blankets, we asked which companies they were aware of that sold baby carrier accessories and which stores they knew sold baby blankets. Out of the eighteen listed companies, nine people listed Target, five listed Babies R Us, five listed Graco, and four listed Wal-‐Mart as top of mind companies that sold Baby carrier accessories. When asked which ones they knew sold baby blankets, nineteen companies were listed comprised of five listing Target, five listing Babies R Us, three listing Aden and Anais, and three listing Wal-‐Mart. All of the listed stores were brick and mortar stores. This can present a problem for Bunyoni Blankies and we will have to keep this in mind when creating a strategy.
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Exhibit A-‐1 In-‐Depth Interview Script
2. Do you have child between the ages of 0-‐5? 3. Do you know someone who recently gave birth to a child or is expecting a child?
(If answered no to question 2, but yes to question 3 please only answers the questions listed in part II in the Behavior Sections) Awareness I (top of mind) 4. Please list any companies you can think of that sell accessories for baby car seats or
other carrier devices: 5. Please list companies you are aware of that sell baby blankets or personalized
blankets:
Behavior I & Preferences (Measuring Salient Attributes)
Part I: 6. On average how many times per day do you take your infant along with you for a car
ride (to daycare, to work, to grocery store, running errands, etc.)? 7. Of these times how many times do you carry a blanket with you to wrap your infant
in? 8. Are there any factors that influence when/why you carry a blanket with you when
transporting your child? If so, what are they? 9. Please select the devices you use when transporting your child:
○ Car Seat/Baby Carrier ○ Stroller ○ Bouncy Seat ○ Other: ____________
10. Of these devices, which one do you use the most? 11. List the factors that influence your behavior when purchasing accessories for carrier
devices for your infant. Please rank your list by level of importance. (1 being most important)
12. Please select the following factors that influence your behavior when purchasing accessories for carrier devices for your infant (Check all that apply & rank their importance from 1 being the most)
○ Product Brand ○ Store Purchased From ○ Online Storefront ○ In-‐Store Purchase ○ Price of product ○ Quality of product (Durability, Safety, etc.) ○ Convenience of product ○ Other: ____________
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Exhibit A-‐1 Continued In-‐Depth Interview Script
13. Do you trust specific brands when buying accessories for carrier devices for your
infant? If so, which brand and why? 14. Do incentives from stores that sell baby products increase your likelihood of
purchasing from products them? If yes, please list the incentives that increase your likelihood of purchase:
15. What are your opinions when it comes to purchasing baby products online? 16. What factors would increase the likelihood of you purchasing baby products online? Part II: 17. Have you ever purchased a baby accessory for an infant other than your own? 18. List all of the factors that influence your behavior for purchasing gifts for an
expecting mom. Please rank their importance by 1 being the most important. 19. What factors influence your behavior for purchasing gifts for an expecting mom? 20. (Please rank the following factors with 1 being least likely to influence your decision
and 4 being most likely to influence your decision) ○ Price ○ Quality ○ Brand Name ○ Convenience ○ Other: ___________
Awareness II (Client Prompt) & Perceptions 21. Please indicate which brands you are familiar with, and list any other brands that
you feel fit in this category: ○ Bunyoni Blankies ○ JJ Cole BundleMe ○ Baby BJorn ○ Ergo Baby ○ Other: _________
22. What is your impression of the above companies? Bunyoni Blankies LLC is a new company created by a mother herself in order to help solve the everyday frustrations of new moms. The Bunyoni Blankie is the original product of the company which is a swaddle blanket that has three slits in the back of the blanket in order to easily buckle a baby into a carseat and keep the blanket securely positioned while traveling. The Bunyoni Blankie is a safe and comfortable product for infants and the swaddle design allows for temperature control by unswaddling the sides of the blanket if desired. Another product feature is that the child can be easily removed from a car seat while still wrapped in the blanket. The Bunyoni Blankie has been FMVSS 213 crash tested which means the product can safely be used in any carrier device while still keeping the child safe in the safety straps of the device. Bunyoni Blankies are sold online for $35.00, are offered in a variety of styles and designs, and have customization features available upon request. Below is a graphic of how the product is used:
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Exhibit A-‐1 Continued In-‐Depth Interview Script
23. Prior to this survey have you ever heard of Bunyoni Blankies?
○ yes ○ no
24. Would you be interested in purchasing a Bunyoni Blankie for yourself or someone else in the future? Why/Why not?
25. Would a customized blanket be of higher value to you when purchasing a blanket? 26. From your impression of these blankets, how would you compare them to other
brands? Behavior II [media and other target behavior] Part I: 27. Where do you go to look for advice on baby products? 28. Out of the above list, which ones do you rely on the most? 29. How often do you seek out advice on newborn products? 30. How much research do you do prior to purchasing products for your child? 31. Which vehicles do you use most when it comes to purchasing a new product for
your infant: ○ Mom blogs ○ Facebook posts ○ Reviews on websites such as yelp or amazon.com ○ Advice you get from relatives ○ Advice you get from friends or other mothers ○ Magazine articles and advertisements ○ Advertisements on television ○ Other:___________________
Part II: 32. How often do you seek out advice when it comes to purchasing gifts for an infant or
new parent? 33. How much research do you do prior to purchasing gifts for a new parent or infant
and where do you perform this research? 34. Which vehicles do you use most when it comes to purchasing a gift for an infant:
○ Mom blogs ○ Facebook posts ○ Reviews on websites such as yelp or amazon.com ○ Advice you get from relatives ○ Advice you get from friends or other mothers ○ Magazine articles and advertisements ○ Advertisements on television ○ Pinterest ○ Other:______________________
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How does our target audience currently use baby carrier accessories? To determine how our target audience currently uses baby carrier accessories, we asked on average how many times per day they take their infant with them out of the house, how many times they carry a blanket with them, any factors that influence when and why they carry a blanket when bringing an infant along, and what devices they used when transporting their infant. Two people said they took their infant out four times a day, one person said three times a day, six people said two times a day, and one person said one time a day. When these people went out, six people said they took a blanket out every time and four people said it depended on the weather. Of the ten influencing factors listed, six listed weather, three listed being prepared (inside air-‐conditioning), and two listed their child wanting it along. From the ten respondents that answered the question, all ten of them listed using a car seat/baby carrier and stroller whenever they went out. Responses to these questions indicate that there is a market for the Bunyoni Blankie. Which factors are important when purchasing baby carrier accessories?
To find out if our blankie fit with our target market’s important factors when purchasing baby carrier accessories, we asked them to list which factors influenced their decision when purchasing accessories for carrier devices. Out of the seven influencing factors, eight listed safety, six listed cost, five listed comfort, and three listed ease of use. This allowed us to confirm that our product meets the influencing factors that our customers look for when buying a blankie. When designing our campaign, these are factors that we need to stress.
Where does our target audience look for information?
We needed to find out where our target audience looks for information before purchasing baby products. To do this, we asked how often they sought advice, how much research do they do when purchasing a gift for a new mother, and which vehicles they utilize when searching. Out of the nineteen respondents, seven of them said they frequently seek advice while six said they rarely seek advice. One of the reasons this could be so evenly split is if a mother has already had children and has experience. When asked how much research they do when looking for gifts for a new mother, six respondents did extensive research and three did little to none. Those who did research used Google, blogs, and Pinterest. When asked which vehicles they use most when purchasing a gift, eleven respondents cited reviews on websites such as Yelp or Amazon.com, thirteen cited getting advice from relatives, and fifteen cited getting advice from friends or other mothers. This allows us to see where our target audience goes to get their information and which ways we can best reach our target audience.
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Appendix B: Copy Test Results
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Appendix B: Copy Test Results Method We conducted a copy test for two Facebook layouts that may be used in our promotional campaign. As a result of the copy test, we hoped to find out which promotional incentive was more effective for our target audience to leave comments and reviews. The copy test included two potential Facebook layouts that would be shared on Bunyoni Blankies Facebook page. Refer to Exhibits B-‐1 and B-‐2 for the layouts. Respondents were shown either layout A or layout B first depending on which group they were assigned to. The first layout was presented to respondents to review and was shortly taken away. Then the respondent were asked to answer questions relating to free recall, brand, and the message of the layout. Refer to Exhibit B-‐3 for the copy test script. Following the questionnaire the previously viewed layout was handed back along with several other questions retaining to the layout. After responding to these questions the other version of the Facebook layout was given to the respondent to determine which layout they preferred and why.
Exhibit B-‐1 Facebook Layout 1
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Exhibit B-‐2 Facebook Layout 2
Exhibit B-‐3
Copy Test Script [SHOW AD A] [AFTER PROCESSING AD -‐ TAKE AD AWAY] 1. Please write down everything you can recall about this ad: 2. Please list the brand/organization the ad was for: 3. Please describe the main message of this ad: 4. What do you know about a Bunyoni Blankie? 5. What do you remember about the logo?
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Exhibit B-‐3 Continued Copy Test Script
[RETURN AD] 6. What stood out the most for you in the ad? 7. What did you both like and dislike about the ad and what would you change? 8. Would you be willing to provide a review for Bunyoni Blankies if an incentive was given? 9. After viewing this ad would you shop at Bunyoni Blankies? [SHOW AD B] 10. Which incentive do you prefer and why? 11. Overall, which layout do you prefer and why? Results Our results for Facebook post A were as follows:
• 5 out of 7 respondents recalled Bunyoni Blankies. • 6 out of 7 respondents showed interest in the incentive. • 5 out of 7 respondents expressed interest in purchasing the product. • 6 out of 7 respondents reacted to the logo as being non-‐appealing.
Our results for Facebook post B were as follows:
• 9 out of 9 respondents recalled Bunyoni Blankies. • 9 out of 9 respondents showed interest in the incentive. • 7 out of 9 respondents expressed interest in purchasing the product. • 2 out of 9 respondents reacted to the logo as being non-‐appealing.
When comparing the two versions of the Facebook post, the following results were found:
• 15 out of 16 respondents preferred post B over post A. • Respondents showed more interest in the known incentive in post B over the
unknown incentive in post A. • They also preferred the larger logo in post B because it was easier to recall.
Due to the results of our Copy Test we have chosen to use post B as our Facebook promotion. The results furthered our knowledge in that customers are more willing to leave a review on a product if a known incentive is present. It has also been evident that customers would be more willing to visit the web page after viewing post B rather than post A. The larger logo on post B has a better chance of the brand being recalled by customers as well.
