1up EntertainmentPrincipal Marketing Strategy

The Framework• Focus (Overview)

– Outlook– Branding– Evolution– How We Will Do It - Creative– How We Will Do It - Media/Promotions/PR

1up Entertainment Focus

Our Clients are interested in two general things:

Creating Awareness For

Their Institutions, Organizations or

Businesses

&

Fundraising

Enhance brand relevancy and generate revenue for our clients by strategically creating and efficiently organizing community events themed around their mission.

Outlook

We will focus our attention to:

Brand Identity

Brand Relevancy

Brand Placement

Brand Direction

Branding

• Strategically introduce the client to the general public by focusing on the conflicts surrounding the clients mission statement

• The unveiling of the clients motivation and moral standing towards the conflict

• Create a client image based on production and financial transparency

• Construct themed events for the client aiding in the fundraising and awareness of the conflict

Brand Identity Strategy

• Create client images focused on community relationships, awareness and problem solving

• Encourage clients to contact institutions, businesses or organizations with similar missions to share resources and to build alliances for future campaign events.

Brand Relevancy Strategy

• Media (Launching Agenda)– Inviting– Engaging– Inspiring

• Target: Promoting– Opportunity & Awareness

• Revenue Opportunities - Fundraising & Donations

• Event Marketing

Take The Client to the people

Brand PlacementGeneral Public

• Target: Corporate Mass Media – Inviting– Engaging– Inspiring

• Target: Sponsorship– Financial Sponsorship– Product Sponsorship

• Event Marketing (allow businesses to promote products and services during each event)

Take Client to the executives

Brand PlacementCorporate

• Role for:– Advertising: Dynamic tone and feel– Interactive: Constructive dialogue– Literature: Detailed and Themed

• Greater role for non-traditional channels:– PR– Sponsorship– Internet– More Strategic Brand Alliances

Brand Direction

What We Have Learned

Unveiling of Clients Agenda to General Public

Primary Target: General PublicGeneral Public

Secondary Target: Corporate Sponsors

– Busy, active lifestyle – Complicated lives – Looking for opportunities – Technologically savvy*

Who Are We Talking To?

*Corporate Sponsors tend to be more informed then the general public. They dedicate several hours of research before making a commitment.

The Client

Media

Local Businesses

Corporations

Client Marketing Bulls-Eye

Corporations

Media

The General Public

Local Businesses

The General Public

Client Advantages

Corporations

General Public

Concerns

Fears

Passions

Desires

Motivations

Thoughts

Fundamentally focusing our brand communications on inner values, passions, concerns, and motivations.

Go at it from the inside out–Go at it from the inside out–tapping into internal emotions

For positive results, 1up Entertainment must make sure the clients mission evolves in tandem with the evolution of the general publics mindset.

Sources include *2003 Target Market News, Selig Center and Department of Commerce

What Do We Know About the General Public?

• They are brand loyal• They are loyal to companies that are culturally

sensitive to them. • Most people are concerned about what affects

them personally• People want power - even the perception of

power

Who Are We Talking To? Cont.

Thoughts Fears Passions Concerns DesiresMoving ahead Need to feel good about self. Financial freedom. Work/Life balance. Enhanced lifestyles.Get serious; act serious Need to see accomplishments. Self-sufficiencies Am I off track. Upgraded amenities.

Start focusing Measures himself/herself against others.

Wants respect. Getting more money.

What do I need to do? Wants/Needs everyone to perceive them positively.

Wants opportunities. Control

Being able to set goals and plan for the future.

Concerned about image/reputation.

Maintaining

Juggling finances and maintaining positive cash flow.

Maximizing

Fair treatment

Analyzing General Public

The nuances of communicating to the General Public and Corporate Manager are similar, but we define ourselves in different ways. The difference is in communicating brand relevancy; focusing on what is important to each, not transparent “insider knowledge” that polarizes.

• Expand marketing efforts in order to build a long-term relationship with the community - an exclusive markets

• Differentiate the brand in everything we do - be original, dynamic, engaging

• Support the original branding efforts– Balance the brand - preserve the core ideology while

stimulating progress– The brand personality must be bold and thoughtful

• Show revenue transparency

1up Entertainment Perspective

FUSE Assumption

• Concerns about company bottom-line • A return on their investment–will this upgrade actually:

– Save me money– Be beneficial to me – Increase revenue of services and/or products

• Involvement not necessarily to satisfy the clients needs• Better informed then the general public

– Trained and experienced– Devote major time in research before commitment

The Fresh Qualitative, 2004.

Corporate Perspective Corporate Management

• Concerns about image/reputation • Juggling finances and maintaining positive

cash flow • Feels they have fewer options • Concerns about fair treatment

General Public Perspective

The Fresh Qualitative, 2004.

Four Perspectives leading to Unveiling Brilliance

General Public

Perspective

Corporate and

Business Perspective

1up Entertainment Perspective

Client Perspective

Client Theme

Client Brand Communications

• The General Public are…– More stressed, time starved and anxiety is high– Bored, cynical– Confronted by a “sea of similarity”

A brand’s perceived attitude, values, beliefs, motives and authenticity matter more than ever.

The Fresh Qualitative, 2004.

Evolving WorldEvolving Public

• Corporate Executive are…– More knowledgeable, and experienced– More stressed, time starved and anxiety is high– Bored, cynical– Confronted by a “sea of similarity”

A brand’s perceived attitude, values, beliefs, motives and authenticity matter more than ever.

The Fresh Qualitative, 2004.

Evolving Organization/ Evolving Executive

Evolving Expectations

• As our prospects are working longer hours they have higher and higher levels of expectation on service– Aspirations are rising and tolerance levels are

“nonexistent”

The Fresh Qualitative, 2004.

Role of Communications

• Less Effective– Expected communications– Following the industry– Less reserved

• More Effective– Dynamic– Aggressive– Connected– Progressive– Personal

• We must speak in a relevant and stylish way which preserves the spirit of the brand and at the same time energizes the brand.

• We must ensure that every dollar spent contributes to achieving the results we need and maximizes brand building.

• We will do this by fighting smarter and more creatively and by delivering the Clients experience.

What We Want The General Public To Think.

Bold & Thoughtful

Sets Own Standards Maximizes Life

Imaginatively designed with me in mind Evokes a passionate total car experience

Fusion of advanced technology & design for human benefit

Superior agility & responsiveness

“The Client is offering what I’ve always wanted.”

– Control

– Flexibility

• “The Client reflects my desire to move forward.”

– They have given me access to places in which I was denied in the

past.

• “The Client is a direct reflection of my evolving lifestyle.”

– “They communicate to me with honesty and respect.”

(All of this is due to revenue transparency)

Single Most Important Idea We Can Convey.

The Client is a reflection of my progressive lifestyle Bold &

Thoughtful

Imaginatively designed with me in mind Evokes a passionate total car experience

Fusion of advanced technology & design for human benefit

Superior agility & responsiveness

How We Will Do It

Media/Promotions/Public Relations

New Media

• We will redefine media - It’s not about the advertising - It’s about building a solid foundation through the Clients Experience.

• We will define “new media” through the aggressive delivery of promotions, direct marketing, events marketing, interactive, product placement, public relations, and advertising all executed through an all out penetration of the general publics psyche.

New Media 1up Entertainments Strategy

1. Themed Event

Media and PR Support

3. Media Campaigns

5. CollegePromotions

2. 1 on 1 Follow-ups Direct Marketing

Awareness Presentation Package

6. Corporate Media Efforts

4. Event and ProductAwareness Displays

New Media - The LaunchRolling Out Insert (sweepstakes)

• Objectives:

1. Drive consumer awareness and build brand identity

2. Build database of targeted individuals

3. Drive traffic to special web site

• Timing:– Create time frame

New Media - The Launch

• Local Test launch – • Regional • The success of the Atlanta launch will determine if we

should expand with national campaign. • In addition a more effort in:

– DC/Baltimore– Chicago– Detroit– Philadelphia– Miami– Memphis– Charlotte– New Orleans

Target Markets: