Final Advertising

MAK Agency 2323 Elliott Ave.

Seattle, WA 98121

The Ultimate Urban Experience

Saving lives, Creating jobs, and Rebuilding communities.

By: Mary Kreutz, Ashley Bartlett, Mariel Alvarez, & Katherine Nyoman

MAK Agency

2323 Elliott Ave.

Seattle, WA 98121

Table of Contents: CAMPAIGN STRATEGY 3 MESSAGE & VISION 4 MAIN SELLING POINT & TARGET MARKET 5 CREATIVE BRIEF 6 :30 TV SCRIPT 7 TV STRATEGY 8 ALTERNATIVE TV SPOT 9 STORY BOARD 10 :60 RADIO SCRIPT 11

RADIO STRATEGY 12 ALTERNATIVE RADIO SPOT 13 PRINT AD LAYOUTS 14 PRINT AD HEADLINE 15 BENCH AD 16 BROCHURE 17 BUDGET PROPOSAL 18

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Seattle, WA 98121

Strategy

Our campaigns main focus is leaving people with lasting impressions. The format for this

campaign is suggestion; we want the public to consider taking a tour. The overall format for this

campaign is to show how LA Gang Tours is making a difference and creating hope for new

beginnings. As an agency, we are focusing on the customer’s psychological appeal and buying

motivators as a foundation for our vision.

Psychological Appeal

• Compassion

• Hope

• Safety

Approach At MAK Agency, we believe the best way of approaching the wide range of customers is straight

forward. This is the best approach because there is such a broad range of tourists and visitors

that come to the California area. We want a clear message sent out to the public and our

consumers, that this is a nonprofit organization that is creating change and opportunities.

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Seattle, WA 98121

Message

By taking LA Gang Tours you are not just receiving an unforgettable historical experience, but creating

hope for the people. You are helping to create a safer environment and showing compassion for South

Central Los Angeles.

Vision

Our vision is that LA Gang Tours will stimulate economic growth in the low income areas of Los

Angles and promote a better future for the local community. We would like the public to know what

goes on in different parts of Los Angles and know that it is real. We would also like the public to

understand that taking a tour will make a difference in the poverty areas of the cities and provide

opportunities to help those who are in need. We are hoping to reach all the incoming tourists that are

coming into the Los Angeles each year.

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Seattle, WA 98121

Main Selling Point

With our campaign strategy we believe that there will be a positive change in jobs, school, and

the community. As a society, we can say that this change is drastically needed. This positive

direction is all the community needs. With the progression of LA Gang Tours, we can create a

difference for the people in South Central Los Angeles. The tours profits go directly back to the

community, thus creating these opportunists. Tourists will be able to gain knowledge and

experience why we are stressing so hard for this change. Even if only one tour can save one life, it

is worth it.

Target Market

California attracts over 9 million international visitors each year. We would not only be

attracting visitors from the states, but all over the world. Think of how many of those tourists

would like to try a new kind of tour. Also, since there is not any age limit for this tour, it is a great

idea for even children to learn about the LA community. Since LA Gang Tours is dealing with a

huge target market, this brings a huge opportunity to reach everyone's attention.

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MAK Agency

2323 Elliott Ave.

Seattle, WA 98121

(509)554-‐8275 Mary Kreutz

Company Name:LA Gang Tours Contact Name:Jeremy White Contact Number:(213) 265-4950 Date: February 3, 2010

1. What is the purpose of this project? The main purpose of this project is to create jobs for the residents of South Central, Los Angeles and helping the area with its economic growth. At the same time, the project will serve as a base in educating tourists and local communities of the unforgettable historical event of the Los Angeles inner city lifestyle which is the devastating gang involvement.

2. What is the demographic and physiographic?

The demographic and the psychographic for the target audience of LA gang tours are from younger to older age which are willing to participate and help the community.

3. How should the company be represented: LA gang Tours should be represented as a way to participate or getting involve in providing a peaceful environment and giving help to the community between the three largest and most notorious gangs in L.A

4. Who is the direct competition? And indirect competition? The direct competition of L.A gang tours would be, Beverly Hills tours, and Los Angeles Tours and the indirect competition would be Disneyland, Rodeo drive and Hollywood walk of fame.

5. What sets the company aside from the competitors?

The one thing that will set aside the company from the other competitors is the significant education about the phenomenon that occurred between three largest notorious gangs in Los Angeles and how it brought about to its deterioration.

Media Information Media Start: February 3,2010 End: March 16,2010 Budget:____________

Important Guidelines: __________________________________________________________________________________ __________________________________________________________________________________

__________________________________________________________________________________ 6

MAK Agency

2323 Elliott Ave.

Seattle, WA 98121

Headlines:

Saving Lives, creating jobs, and rebuilding communities (Print Headline) The Ultimate Urban Experience (Print Headline) Types of headlines: Direct Headline News Headline

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MAK Agency

2323 Elliott Ave.

Seattle, WA 98121

Alternative Television Spot:

The storyline would start off as a vehicle that is making its way through the South Central, Los

Angeles area. As the vehicle is driving through its inner cities, the surroundings will begin to

change, marking the positive development of the community. It will display the changes and the

economic growth that the cities are going through because of LA Gang Tours. Finally, the last

scene will be the vehicle coming to a stop. In front of the vehicle, a sign resembling a “stop sign”

will be displayed saying “LA Gang Tours, saving lives, creating jobs, and rebuilding communities.”

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MAK Agency

2323 Elliott Ave.

Seattle, WA 98121

LA Gang Tours PSA Life Changing Experience : 30 TV Fade in : 00-‐:01 Music First shot actor #1 Look at wall : 01-‐:05 Music Close Up Actor#1 flips hat while shaking spray can : 05-‐:07 Music Cross Bug between shot transitions : 07-‐:08 Music FS actor#1 at wall spray painting : 08-‐:10 Music Close Up actor#1 continuing : 10-‐:13 Music graffiti on the wall Cross Bug between shot transitions : 13-‐:14 Music Full Shot actor #1 steps back and glances at artwork, Actor #2 introduced in scenes : 14-‐:24 Music Cross Bug between shot transitions : 24-‐:25 Music Wide Shot actor#1 walking up stairs : 25-‐:26 Music Cross Bug between shot transitions : 26-‐: 27 Music Wide Shot Actor#1 walks up the :27-‐:27;21 Music stairs to the college Cross Bug between shot transitions :27;21-‐:28 Music White Screen Shot with Cross Bug :28-‐:30 Music message introduced with Fade Out

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MAK Agency

2323 Elliott Ave.

Seattle, WA 98121

Television Strategy

Our television treatment that we have chosen to create is a Public Service Announcement to

inform the public about the non-‐profit company L.A. Gang Tours. The purpose of L.A. Gang Tours

is to bring awareness to the public about the surrounding Los Angeles areas and to provide

opportunities for people who live in the communities. Our PSA could be viewed on KTTV-‐FOX11

LA and on CBS2-‐KCAL9 local channels in the Los Angeles area and could be put on You Tube.

The story line for our Public Service Announcement will be about a boy who comes up on a

Graffiti wall and starts drawing on the wall. A man then comes up to the boy and hands him a

check. The man is a college scout and is handing him a scholarship to go to an art school. Finally,

it will show the boy walking up the stairs to an art school. The scene will have no dialogue from

the actors, but will instead have the lead of music and the storyline will paint the picture.

Our group will acquire the help of our peers from the Digital Film and Video Production program

to help us create the special shots, angles and other effects that we would like to create in our

film. What we desire the most is for the public to understand that taking a tour will help create a

difference in the communities.

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Seattle, WA 98121

Bench AD:

The Ultimate Urban Experience.

www.lagangtours.com

Phone: (213) 265-4950

Los Angeles, CA 90026

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Seattle, WA 98121

Alternative Radio Spot:

The beginning of the broadcast there will be a teenager sharing how LA Gang Tours has helped his

neighborhood of Los Angeles. He will say in the broadcast that he never thought I would have an

opportunity like this to go to college, neither did anyone else. He will express of LA Gang Tours has

greatly impacted his life and has shown him that anything is possible. Overall he will be sharing how

the tours impacted him and his community. He will also express the changes in choices he makes now,

and how appreciative he is.

After the teenager is done speaking, Alfred will speak on the behalf of LA Gang Tours. He will say the

upcoming tour dates of April 10th and April 24th. After that he will speak about visiting

lagangtours.com to make a donation, purchase tickets, and to get a better insight of our tours. Next he

will mention to remember that you can help make these opportunities possible. The broadcast will end

with saying, “LA Gang Tours- saving lives, creating jobs, and rebuilding communities.”

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Seattle, WA 98121

LA Gang Tour

Tour opportunity

:60 Radio

SFX :00 -‐ :03 KNOCK ON A DOOR

Announcement #1 :03 -‐ : 06 We are here to offer you the ultimate urban

experience.

Fade up music :06-‐ : 10 SHAKE SPRAY CAN AND SPRAY

Announcement #2 :10-‐: 44 CALM VOICE LA Gang Tours will take you

around the South Central L.A. neighborhoods

and let your experience something that no other

tour can offer. You will be able to hear real life

stories and be able to see this slowly changing

community. The tours proceeds create the

opportunity for the community, an opportunity

to get a job, an opportunity for education, and

the opportunity to have a better future. Purchase

a LA Gang Tours ticket today and make these

opportunities available for these less fortunate

communities. Even if one tour gives an

opportunity for someone, it is worth it all.

Announcement#3 :44 -‐ :56 SLOW LA Gang Tours, saving lives, creating

jobs,

and rebuilding communities. Visit

lagangtours.com

for more info on upcoming tour dates, changes

in

the community, and how you can help.

Fade out music :56-‐ :60 SHAKE SPRAY CAN AND SPRAY

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Seattle, WA 98121

Radio Strategy:

For our broadcast we will start by saying LA Gang Tours will take you around the South Central

Los Angeles area and let your experience something that no other tour can offer. One will be able

to hear real life stories and be able to see this slowly changing community. The proceeds that are

made from the tour help create the opportunity for the community, an opportunity to get a job,

an opportunity for education, and the opportunity to have a better future. Purchase a LA Gang

Tours ticket today and make these opportunities available for these less fortunate communities.

Even if one tour gives an opportunity for someone, it is worth it all. LA Gang Tours, saving lives,

creating jobs, and rebuilding communities. We would end this radio broadcast saying, for more

information on upcoming tour dates, changes in the community, and how you can become a part

of this change visit LA Gang Tours.com.

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MAK Agency

2323 Elliott Ave.

Seattle, WA 98121

Print Budget LA Time Magazine

SIZE 1x 3x 5x 6x 9x 12x

Spread $2829 $2691 $2604 $2588 $2466 $2380

Full Page $1466 $1380 $1346 $1328 $1277 $1208

2/3 Page $1086 $1035 $1017 $1001 $0948 $0897

1/3 Page $741 $725 $690 $674 $638 $621

1/4 Page $587 $569 $552 $534 $518 $438

Benches Advertising (California)

• $115 Per Bench/Month

TV Spots • Fox Primetime (8pm-12am) $55 per spot

• Los Angeles-58 Zones

Average $350 per zone Radio Advertising Budget (102.7 KIIS FM, Power 106)

• $90-$120 per Week (varies if the time is selective)

Internet Advertisement • You Tube FREE

• Yahoo! Video FREE

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Documents

Final Advertising