Plan Book Gray bubbles

8/10/2019 Plan Book Gray bubbles

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Carolyn Koblin


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Morgan AdaHwiyeon Ch

Shelby ExJess Foxen

Tim KimKiley Turn


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page 3 Carolyns Bio

page 6 Mind Map

page 8 SWOT Analysis

pages 10 Research

page 20 Strategy

page 22 Creative Brief

page 26 Creative Menu

pages 28 Executions

page 52 Media Plan

page 54 Budget

page 56 About Us


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Carolyns Bio

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Carolyn Koblin graduated frUniversity with a degree in Adveshe wasnt sure of what she wantthe time came to decide her majosuggested advertising and the res15 years she worked as an accounagency and then decided to try soShe currently is with Pulse 220 aher as the Queen of Trinkets & T Carolyn has worked withtries, constantly coming up with to distribute to their customers. Hseen at companies like, Quicken Lear Corporation and Bushs Bakshe isnt working 24/7 she loves and running. Her work life balanant to her. Apart from her work and faare important to her. The Jewish close to heart. She started off as anow on the board of directors. ThiJewish people nd jobs and places


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Mind Map

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SWOAnalysis

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-Carolyn takes the stress away. She makes sure that thcompany and are unique.-Available 24/7/365 days a year. Prides herself on csure customers are satis ed.-She has a very strong personality and wil l drop ancustomer satisfaction.-A simple advertising strategy with only word-of-mgaining new clients, due to her exceptional customethe job done.-She is known as Queen of Trinkets & Trash and

-Only one person so she might not be as ef cient and q-Afraid of competitors taking away her business.-Weary of getting her foot in the door with social m-Little presence in the promotions industry since noplace.-Dif cult to stand out from other competitors since shbusiness.

-She is willing to work around the clock and that morders and is available to chat no matter what time -Her assistants could potentially run the social medmore workers. Potential growth for her company.-Brand her section of the company and make it stanPulse220. It will be clearer to new customers who s-She has an opportunity to build a better public imaand public relations.-Take advantage of her close relationship with clienusing word-of-mouth strategy.

-Simple online product catalogs that you can log onmugs, ll in how many you want and click order.-This is an easier process than calling a number andwant or what your company is about; it takes up mo-Competitors are promotional companies with hundhas a small number of employees. This could inhibbased on the workload they can handle.-Her competitors have huge brand-name clients antheir past work on their websites. This gives peoplewith her competitors over her.

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Research

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D

Grand openings & press revealsBrand immersion events

Employee appreciation eventsRetail store openings

Recognition and incentiveHoliday events

LogosInvitations and brochures

WebsitesSignages

Email blasts and catalogs

Meetings

LiveMarketing

Ev

GraphiDesign


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One of the most effective ways to keep your brandtop of mind is to emblazon it on an object thatyour target audience is likely to use. Whetherits super creative or just plain cool, purposefullybranded promotional products deliver yourmessage time and time again, even if yourmessage is simply, Hey, remember us!

Promotional Products

Why do Promotional ProductsWork for Business?

Facts

Promotional itemshelp to build brandrecognition. Its a toolthat can help increasebrand awareness forsmall businesses. Bycustomizing he or shecan use in his or hereveryday life with thelogo you made forthem.

Trinkets & Trash isa good marketingstrategy for businesseswith low budgets. Asimple giveaway of yourpromotional items canincrease customer loyalty.

Trinkets & Trash canreplace business cardsince promotional itemsoffer contact information.Instead of just leaving

a potential client withyour business card, youcan leave somethingtangible, like a brandedproduct.

Promotional productsare a great marketingstrategy that couldpotentially continueadvertising to currentclients or potential clientsfor an unlimited time.

66% said they could recall a brand on apromotional product79% would be likely to do business again56% said impression of company improved

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How to effectively advertisefor a service industry business

De ne your Core Customer: Todevelop a picture of the perfect customeris to start with a b lank slate and gradually

ll in the gaps with with information.

Determine the most feasibleadvertising platform: In advertising,the most important metrics to evaluatethe ef ciency of a platform or channel are

the CPM and ROI. The ideal platform isthe one that gives you the perfect comboof a low CPM and a high ROI.

Present your businesYour advertising shouldbusiness as the most viproblem the customer igraphics, color, layout.to enhance the effectiveaccording to the platfor

CPM (cost per impression): tells how much youre spendingto reach 1,000 people

ROI (return on investment):measure of how much moneyyoure earning for every dollarspent on advertising.

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CompetitorsBDA in Seattle

We take the worlds biggest brands into stadiums, family rooms, doctorsof ces and centers of commerce. BDA broke the $100 million sales revenue barrier in second year ofoperation BDA has had impressive double-digit growth, highlighted by a new of cein Shenzhen, China, a state-of-the-art distribution center in Plain eld,Indiana, and a consistent ranking as a top distributor in the ASI industry. 500 associates 2005-2011: named One of Washingtons Best Companies to Work For bySeattle Business magazine Clients: American Idol, Hersheys Dell, Exxon Mobil, Lego, Star Wars, Geico,HBO, FedEx, Michelin, Ford, Fox, NCAA. Twizzlers, Lincoln, Coca-Cola, MLB,Nascar, Sony, NBC Universal, Nintendo, Kohls, Target, Dunkin Donuts, GE,Xbox 360, Axe, NHL, Sprite, Hilton, Best Buy, Costco, Walmart, and more. Website: http://www.bdainc.com/ Facebook: 662 likes, Twitter: 844 followers

Mercury Promotions & Ful llm Its not the promotional item itself thats mthe most appropriate items to carry the BranTraf c Builders, Generate Excitement, mainta

Champions and Customer Loyalty, and leave Headquartered in Sterling Heights, Michig Over 75 full-time employees Mission statement: To be recognized by ousource solution for a variety of marketing seand extending the brand experience Clients: Pepperidge Farm, Kelloggs, JonesFlagstar Website: http://www.mercuryfs.com/ Facebook: No page 8 likes Twitter: No account

HALO Branded Soluti Originally founded in 1952 in the small, ruIllinois, HALO Branded Solutions (HALO) hlargest promotional products distributors. HALclients each year, including the worlds leadin

Clients: American Cancer Society, Hyatt, WeLenovo, Air Heads, Dell, Sky Zone, Ace Har Multiple locations around the U.S. Website: http://www.halo.com/ Facebook: 612 likes Twitter: 525 followers

Antina Promotions in Metro Detroit Works with small to mid-sized companies At Antina Promotions, we will give you high quality products and theattention and personal service you will come to expect and enjoy Website: http://www.antinapromo.com/ Facebook: 160 likes, Twitter: 344 followers


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Target Audience Bene ts of Socia

Prospective Clients(Fortune 500 companies in Michigan)

This campaign will be aimed exclusively at Fortune 500 companies in andaround Michigan. This audience is up to date with the latest trends in businessand are well equipped with the latest technology. For example, our mobile appwill be designed speci cally with businessmen in mind. We want to meet theirneeds rst in order to show that Carolyn can better their company.

Increased brand recognition

More opportunities to convert

Increased inbound traf c

Better search engine rankings R

O

Design your own online personality Asso

Improved customer insights

7 General Motors Co., Detroit

8 Ford Motor Co., Dearborn48 Dow Chemical Co., Midland153 Whirlpool Corp., Benton Harbor165 TRW Automotive Holdings Corp.,Livonia177 Lear Corp., South eld194 Penske Automotive Group Inc.,Bloom eld Hills198 Kellogg Co., Battle Creek273 Ally Financial Inc., Detroit290 DTE Energy Co., Detroit

306 Stryker Corp., Kalamazoo

310 Autoliv Inc., Auburn Hills323 Masco Corp., Taylor351 Visteon Corp., Van BurenTownship352 BorgWarner Inc., Auburn Hills394 CMS Energy Corp., Jackson428 Auto-Owners Insurance Co.,Lansing446 PulteGroup Inc., Bloom eld Hills464 Con-way Inc., Ann Arbor468 Kelly Services Inc., Troy


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CampaignStrategy

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Create a controlled, massusing social media, printmedia, to reach prospectiFortune 500 companies i


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CreativeBrief

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Background/OvervThis is a campaign to re-launch Carolynto grow her clientele, thus boosting saleproductivity. Our goal is for her to obtacompanies, in and around Michigan, as

Marketing ObjectiBy redesigning her companys brand, wshowcase Carolyns integrity and animfurther her success in this niche of an inher stand out from her competitors and puts forth all her effort to insure client shope to gain her at least 5 new clients.

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Creative ObjectiIn order to achieve our goals, we plan toand launch a campaign that captures herpersonality, while highlighting her abiliteffective work for her clients. By runninusing social media, print advertisementsprivate client events, and expos, we willshow potential clients that Carolyn is theall of their companies promotional needsales, we want to increase traf c to her ne


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The single, most important thiYour company is already strong, but weven better. Well take you from A to A

Target Audience This campaign will be aimed exclusively at Fortune 500companies in and around Michigan. This audience is upto date with the latest trends in business and are wellequipped with the latest technology. For example, ourmobile app will be designed speci cally with businessmenin mind. We want to meet their needs rst in order to showthat Carolyn can better their company.

Most relevant insight or mindset about

target market? Our target market wants the easiest process possiblewhen ordering promotional products. They already havebusy schedules and dont need any added stressors. WithCarolyns experience and ability to create quality workfor her clients, she makes herself an easy choice whendeciding which company to turn to.

Supporting rational and em

reasons to believe andWith 18 years of experience, Carolyn ito her job and is even more devoted toRather than treating her clients as busishe treats them as friends/family. She mare completely satis ed with her work aher way ensure their happiness.

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CreativeMenu

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Colors

Fonts


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CreativeExecutions

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Branding

Tagline

We want to enhance what bran

already has. By adding a few tthere will allow Carolyn to stapotential clients. Its an easier remember her. From designingadding a few taglines, anythinhelp people remember her bett

Upgrading you

A quick, catchy way for customCarolyn and what she does in a


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Logo Business C

The concept of our logo is to look simple andclean. The logo portrays Carolyns initials foreasy memorability. The colors purple and yellowevoke a regal feeling because Carolyn is knownas Queen of Trinkets & Trash.


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Tape Website

Being able to package Carolyns own boxes with

a personalized tape will give it the extra touchit needs. Customers will instantly know its theirswag.

A website separates Carolyn fPulse220 home site and will ato understand her services betlink directly to her website aninformation, past work exampinformation.


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Social Media Facebook

We chose to create 4 simple social media sites

to help Carolyn get herself out there. We choseFacebook, Twitter, Instagram and LinkedIn. Therst three are fun platforms and a great way

to let everyone know what she is up to and topost pictures. The last one, LinkedIn, is a moreprofessional way to keep in contact with otherbusinesses and follow potential customers tomake sure they know who she is.

Not only is Facebook a low-costway to advertise, its also extremely

easy. With Facebook, you can updatepeople with pictures of where youare. If you attend events you can postpictures and let everyone know whatyou are up to, whats going on at theevent and what you have to offer. Youcan also create an event and send outinvitations to people via Facebook and

have a virtual guest list page wherepeople can always come to see what

is happening at the event, who will bethere and can comment if they need

to know more information.Facebook is also an easy way to

keep in contact with people and a funway to keep people updated on where

you are and what you have beendoing recently. You can post statuses

talking about where you have traveledtoo lately and what fun things youhave been doing to stay on top of

the customers needs. It doesnt takemuch time to update a status or post

a picture so it would be extremelyconvenient to create one!


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Twitter Instagram

Instagram is all aboutpictures. With this socialmedia tool you will mostly

just post pictures of theevents you are at or placesyou travel and want peopleto know. This would be afun place to post picturesof events you are attending,places you are traveling toor pictures of what is goingon at your of ce that day.Instagram is a fun place toshare photos.

Twitter is somewhat similar toFacebook in that you keep people

updated with what you are doing byposting pictures and writing what

you have been up to. The only thingabout twitter is that you only have140 characters to write a post. Its away to simplify what you are telling

your audience (followers) and a wayfor you to constantly keep interacting

with them. You can tweet multipletimes a day and hopefully catch

peoples attention so they share yourtweets (retweet) and expand your

audience.Twitter doesnt take long to workwith. You can quickly type a post

saying On my way to the West Coastto work with some clients, and there

is your rst tweet. It is shorter thanFacebook so it is much quicker. Within30 seconds you have tweets out therefor your followers to see and hopefully

bring them to your website to seewhat you have to offer them.


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LinkedIn Google AdW

Google AdWords is Googles ad

in which advertisers bid on certin order for their clickable ads tGoogles search results. Using Aincrease exposure for Carolynsby showcasing her ads when perelatable topics, such as promoton Google. By clicking on theseautomatically be taken to her w

Unlike the rest of the socialmedia listed, LinkedIn is morebusiness-based. LinkedIn is agreat site to stay connectedwith other professionals andbusinesses. You can followbusinesses you are interested indoing business with and keepthem updated on what youcould offer them. It is also agreat place for people to writepersonal testimonials about

how you helped them and whatyou did for their company.

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Pop-ups/Interstitials E-Adcrafter

Pop-up ads have a higher click-through rate and higher interaction rates. Theyhave more brand impact, as they cannot be ignored.

Media buyers claim that the format delivers a click-through rate of anywherefrom 2.5% to 19%, in comparison to a banner ad at only 0.3%.Also, web surfers dont have to leave the website they are visiting. Like otherformats that use rich media, the pop-up can function as a mini-site. As such, itcan help establish a brand while offering transactional services and opt-in orcontact opportunities.

E-Adcrafter is an online magazine that is based

businesses. We chose to advertise in the online it would be a great place for larger companies tthem. We have created small banner and tile adpages giving Carolyns contact info, website anto visit her website and ultimately give her a ca

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Mobile App Magazine - Print an

Key FeaturesRedesigned Experience - Newly designed interface, enabling future features andfunctionalityList of Clients - Manage your clients by reviewing their informationA Complete Product Catalog - Easily access everything from detailed productdescription to ordering informationSafe Shopping - All transactions are encrypted, secured, and password protectedCustomize your own Trinkets & Trash

Have an exclusive app to manage your business on-the-goHour DetroitMonthly business magazine that guarantees

a minimum circulation of 45,000 copies. Ithas 23,000+ subscribers.

Crains Detroit BusinessA premier local business news and information

website that reaches 174,727 registraints.

DBusiness MagazineProvides engaging pro les, industry outlooksand in-depth coverage for seasoned leadersstriving to manage and grow their compa-nies. It has 25,000 subscribers and reaches

an audience of 150,000.

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Events Thank Yo

Carolyn will host her own events every year: The Annual Trinkets & Trash Bash.This will allow her to thank her current clients, along with inviting new clientsto schmooze them into considering her for employment. The event will beconsidered a cocktail party, including drinks and appetizers.

Sending a Thank You letter out tclients shows that Carolyn caresbusiness. Writing something perback is always a great touch toocustomers to come back to her f

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Expos Care Packa

Brochure in Care

An expo is an opportunity to expose Carolyns work and allow consultingmeetings for current and potential clients on promotional products/events.Having her own booth will allow her to showcase her own brand within thecompany Pulse220. Within the booth itself there will be three tables for potentialclients to sit and talk with Carolyn. There will also be a table for her to display afew unique giveaways from past work.

Great Lakes 14th Annual Womens Business Conference (WBEC) - September29 - 30This 2-day conference will address the needs of both aspiring and establishedbusiness owners and will deliver strategies for succeeding in a highly competitivemarket.

2014 Small Business Conference and Expo - November 12, 2014SEMEA provides information, education and resources to accelerate your growthand increase your chances for success.

3rd Annual Michigan CEO Summit - November 13, 2014Business Leaders for Michigan annually hosts events to support and foster dialogueand shape ideas surrounding Michigans economic future.

Carolyn can create a Welcome/Care Package toprospective clients. We created a package that C

she is thinking about them. The inside would incard, brochure, portable phone charger, mini blstress-reliever item (i.e., squeeze ball, playdoh)coffee gift card, among other possibilities. Theyand professionalism.

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Guerrilla Marketing Public Relations S

Carolyn Koblin can sponsor a free con-

cert in downtown Royal Oak. The eventcan be held on various holidays through-out the year, such as 4th of July andChristmas. This location will allow localbusinessmen/women to easily stroll overand enjoy a laid back concert. Appetizersand beverages will also be served at theevent in order to create an inviting andrelaxing atmosphere. Carolyn can alsooffer numerous promotional productsfor guests, such as souvenir glasses andmore.

Carolyn Koblin can offer personalizedpromotional products to consumers atlocal Detroit restaurants during lunchtime. She can reach professionals whenthey go out for lunch during the weekand give them a sample of her workand show how she can exceed in solv-ing promotional needs of various com-panies. Carolyn can offer products suchas mugs made out of a chalkboard ormarker board texture, so everyone canwrite on it and personalize their experi-ence.

Respond to customers in real time about you

Become a content generator

Clearly and simply articulate what believe

Optimize your search engine

Dont obsess over the competition

Put your buyers rst

Dont interrupt your buyers

Negative doesnt sell

Get your customers to talk about y

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Press Release: Event Press Release: Guerril FOR IMMEDIA E RELEASEDec. 19, 2014

CON AC :Carolyn Koblin

248-227-8060 [email protected]

Carolyn Koblin to host holiday cocktail party to celebrate for respected clients

Royal Oak, MI Carolyn Koblin will host a cocktail party at the Crown Plaza Saturday,

December 23rd, 2014. Te event will provide the opportunity for clients to interact with oneanother and give Carolyn a chance to give thanks back to her clients. Te event begins promptly at 8:00 p.m. in the ballroom of the Crown Plaza. Cocktailsand appetizers will be served at 8:30 p.m. I want to make sure that my clients know that they arenot just clients to me. Tey are friends and family and I want to be able to give them a night ofthanks, said Koblin. For more information about the event, please visit www.carolynkoblin.com or contactCarolyn at [email protected]

FOR IMMEDIA E RELEASEJune 28th, 2014

Carolyn Koblin to spons

Royal Oak, MI Te queen of trinkets & trash, CaroDowntown Royal Oak 4th of July Concert. Local bands wilfollowed by a grand rework show starting at nightfall.tt Te bands will begin performing at 6:00 p.m. and fooout the night. During the event, Koblin will be hosting a raffles and companies, as well as her respected clients. Tose whowin personalized promotional items for their company. Im excited to be sponsoring this years 4th of Julyexperience, said Koblin.

For more information about the event and to sign yoaway, please visit w ww.carolynkoblin.com or contact at ckob

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MediaPlan

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Budget

Website: $1,000Branding: $1,000Social Media: $0Google Adwords: $1,000Hour Magazine (12wks-1/4 pg): $1,900

Online Pop-up: $90 ($30/mo)Mobile App: $3,000Event: $2,000

Total: $9,990

All AbovUpgradeUpgradeDBusine$1,900Crains DExpo: $5E-Adcra

All Above: $24,862Upgrade Event: $3,000Guerrilla Marketing: $15,000Care Package: $7,000

Total: $49,862

$25,000

$50

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AboutUs

I grew up in the lwith Paris and Mun

tinent, my favorite Africa. The Great W

animal. Scuba divadventurous are w

like to jam

Originally from Nhere at MSU. Aft

to Arizona becahiking in my fre

throughout the NoI enjoy exploring

to say my spirit atypes of music,

Hey, my name iMichigan. In my

6-month-old puppfavorite travel de

because of the beasand. I love to listen

room or cleaning had to choose one a turtle because som

mys

Morgan

Kiley

Shelby

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Im from Grand Rapids, Michigan and one of my favoritehobbies is ipping the channel between the Chicago Bullsbasketball game and the Food Network. During commer-cials I love listening to some R&B music. My favorite travel

destination is Jamaica because of the warm weather, re-freshing ocean breeze, reggae music, and Rastafarian cul-ture. According to multiple online quizzes, my spirit animalis a bear because of my love of nature and the outdoors.

Im from West Bloom eld, Michigan and I was born in Phil -adelphia, PA. Im a huge Eagles fan. For fun, I love playingsports and working out with my friends. My favorite genreof music is probably Hip-Hop/Rap and EDM. My favorite

place to travel is Japan. Ive been to Japan multiple timesand I just love their culture and food.

Im from Eaton Rapids, a town about a half hour away fromMichigan State, where I am now a junior studying Media &Information. I like to create stuff, look at art, and read whennot doing school projects. My spirit animal is undoubtedly

the spider and I appreciate all genres of music. Orange is myfavorite color.

Im from South Korea. Ive been studying at MSU since2011 and Im a senior now. My favorite travel destination isCalifornia, because I love hot weather, beach, and sur ng.

In my spare time, I like to watch movies, listen to music, andmake pottery. Favorite genre of music is pop ballad.

Jess

Tim

Sage

Hwiyeon

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