THE FINAL FINAL PRESENTATION!

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  • the problemThe entire greeting card industry is experiencing and

    projecting a further loss in annual sales. Hallmark Inc. recognizes this trend as the greeting card industry con-tinues to experience these growing pains. In order to off-set a decline in sales, Hallmark wants to increase its mar-ket share by 5% and its brand awareness by 85%.

  • the problemThe entire greeting card industry is experiencing and

    projecting a further loss in annual sales. Hallmark Inc. recognizes this trend as the greeting card industry con-tinues to experience these growing pains. In order to off-set a decline in sales, Hallmark wants to increase its mar-ket share by 5% and its brand awareness by 85%.

  • Critical FactorsThe Campaign.

    Budget of $50 Million

    Campaign period of January- December 2013.

    2004. The rapid rise of social networking sites. Electronic cards, emails, digital imaging platforms and mobile apps Accoarding to IBIS world, greeting card in-dustry sales decreased 57% since 2004.

    Unexpexted Competition.

  • Critical Factors

    Budget of $50 Million

    Campaign period of January- December 2013.

    2004. The rapid rise of social networking sites. Electronic cards, emails, digital imaging platforms and mobile apps Accoarding to IBIS world, greeting card in-dustry sales decreased 57% since 2004.

    The greeting card industry continued to decline with US economy.

    Economy.

  • Aging Customer Base.

    Females ages 45-64 considered Hallmarks aging loyal customer base.

    Critical Factors

  • Critical Factors

    Your Greeting Card CompetitionWith over 10,230 active fans, 38,736

    submissions to date and a 340%

    Dedicated Community.

  • White Females, ages 25-34.

    New to Motherhood, Single Females.

    Established WomenFemales, ages 35-54.

    Target Audiences

  • Old FashionedFemales, ages 55-64.

    Established WomenFemales, ages 35-54.

    Target Audiences

  • RegionalityOur recommended target audiences are found in the South West, Mid West, North East and South East regions.

    North West?

    California, Texas, New York, Florida and

    Pennsylvania

  • SeasonalitySeasonality is a major factor in the greeting card industry, because sales are directly cor-related with holidays.

    American mainstream holidays February, March, May, June and December.

  • Traditional Approach

  • Media Objectives. Increase brand awareness

    High frequency and low reach approach

    High BDI and a high CDI

    Stand out in the market from its competitors.

    Seasonality. Continuity Strategy to increase frequency and brand awareness.

    Regionality. Majority of budget to the South West, Mid West, North East and South East regions, and a lesser percent-age to the North West region.

  • Traditional Approach

  • Media Selection. Heavy traditional media.

    Radio, newspaper, Internet and social media, be cause these forms of media deliver immediacy and high frequency.

    No primetime, but rather a day-part television.

    Pros and Cons. Pros: Old Fashioned audience, while still reach ing the other two audiences.

    Cons: Does not recognize the holiday months with the highest sales. It also ignores two of the three target audiences.

  • SocialApproach

  • Media Objectives. High reach and low frequency approach

    Aim to reach all three target audiences, with a heavy emphasis on the two younger audiences.

    Offensive strategy

    Media Selections. Modern forms of media, such as the Internet and so cial media.

    Prime time TV, radio and guerrilla marketing

    Seasonality. Flighting strategy, emphasis on the winter months (December - February) and spring months (March - June.)

  • SocialApproach

  • Regionality. Majority of budget to the South West, Mid West, North East and South East regions, and a lesser per- centage to the North West region.

    Pros and Cons Pros. Reaching two of 3 our target audiences that like Hallmark but are not necessarily brand loyal.

    Reaches them during the most pivotal greeting card buying months.

    Cons. This strategy ignores the non-holiday months where Hallmark still sells cards.

    It also does not cater to its most loyal clients, the Old Fashioned women.

  • Combo PlatterNO. 9

  • Media Objectives. Combination of the Social Approach and the Tradi - tional Approach.

    Scattering reach and frequency by using a pulsing strategy.

    Regionality. Majority of budget to the South West, Mid West, North East and South East regions, and a lesser per - centage to the North West region.

    Seasonality. Pulsing strategy

    Heavy advertising during its peak months (February, March, May, June, December) increasing its reach.

    Alternative months (January, April, July, August, Sep- tember, October, November) Hallmark will continue to advertise (with less of the budget) focusing on high frequency.

  • Combo PlatterNO. 9

  • Media Selections. All forms of media in order to reach all of our target audiences. Radio, Internet, Non- Traditional, Social Media, Print and Television.

    Pros and Cons. Pros. reaches all three target audiences. It also dis perses its advertising throughout the year with an emphasis on the holiday months.

    Cons. This strategy is very ambitious. It uses all forms of media on a $50 million budget.

  • Our Recommendation...

    Combo PlatterNO. 9

  • Our Recommendation...

    Media Objectives- Pulsing strategy

    - Important that we achieve the highest amount of our target audiences during the most pivotal months and vise versa for the months where high frequency is our goal.

    - Hallmarks pivotal months help boost brand aware-ness through an intense focus on reach.

    - The months with more frequency will help signify the brand within the target audience. The frequency will be driven during the months with the lowest sales and less pivotal holidays.

    Marketing Objectives- Increase its U.S. market share by five percent

    -Increase its brand awareness by 85% within their target audience.

  • Media Mix

    Television45%

    1,500 GRPs

    Social

    Media

    7%

  • Media Mix

    Television45%

    1,500 GRPs

    Nontraditional18%600 GRPs

    Social

    Media

    7%

    Radio

    10%

    334 GRPs

    Internet

    8%

    267 GRPs

    Print

    12%

    400 GR

    Ps

    234

    GRPs

  • RadioBudget: 10%, 5 million

    Total GRPs: 334

    Premier Network, has the largest syndication distribution.

    Vehicles: Syndicated programs like Deliah, Ryan Seacrest and Elvis Duran.

    Advertising: 30- second radio spot

    Media Mix [Breakdown]InternetBudget: 8%, 4 million

    Total GRPs: 267

    Vehicles:

    - Webmd.com

    - Usatoday.com

    - Amazon.com

    - Yahoo.com

    - Google.com

    Advertising: Banner ads, Google adwords, Side bar ads

  • Media Mix [Breakdown]InternetBudget: 8%, 4 million

    Total GRPs: 267

    Vehicles:

    - Webmd.com

    - Usatoday.com

    - Amazon.com

    - Yahoo.com

    - Google.com

    Advertising: Banner ads, Google adwords, Side bar ads

  • Budget: 18%, 9 million

    Total GRPs: 600

    Macys Day Parade

    Public Relations: Charity Campaign

    - Crayola

    - Safe Harbor Shelter

    **Note: The month of No-vember has a higher reach due to the popularity of the Macys Thanksgiving Day Pa-rade.

    Non-Traditional

    Media Mix [Breakdown]

  • Media Mix [Breakdown]

  • Media Mix [Breakdown]Social MediaBudget: 7%, $3.5 million

    Total GRPs: 233

    Your Greeting Card Com-petition, because of it has a large fan base and generated brand aware-ness.

    Vehicle:

    Pinterest: Pin Your Per-fect Holiday.

  • Media Mix [Breakdown]

  • Print:Budget: 12%, $6 million

    Total GRPs: 400

    Vehicles:

    Newspaper: USA Today, Local Newspapers (Top 20 DMAs)

    Magazines: Better Homes and Garden, Brides, InStyle, Ladies Home Journal, The O (Orpah Magazine), RedBook

    Television:Budget: 45%, $22.5 million

    Total GRPs: 1,500

    Vehicles:

    Primetime: The Bachelor, The Biggest Loser, Greys Anatomy

    Daytime Channels: ABC Family, Bravo, Food Network, Hallmark, HGTV, Lifetime and TLC.

    Media Mix [Breakdown]

  • Media Mix [Breakdown]

  • Seasonality

  • Seasonality

  • REgionality

    23%

    8%23%

  • REgionality

    23%

    23%23%

  • Expected OutcomeSEarned Media: Press from non-traditional media and social mediaPublic Relations Charity campaign and Macys Day Parade float, Pin Your Perfect Holiday campaign, Your Greeting Card Competition campaign.

    Owned Media: Website, social mediaPin Your Perfect Holiday campaign, Your Greeting Card Competition campaign. Expect to reach our marketing and media objectives.

  • Expected OutcomeSEarned Media: Press from non-traditional media and social mediaPublic Relations Charity campaign and Macys Day Parade float, Pin Your Perfect Holiday campaign, Your Greeting Card Competition campaign.

    Owned Media: Website, social mediaPin Your Perfect Holiday campaign, Your Greeting Card Competition campaign. Expect to reach our marketing and media objectives.

  • Flowchart

  • Flowchart