zafino laptop bag proposal
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PROMOTIONAL PLAN
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SWOT Analysis
Strengths
Premium product
High quality materials
Superior design
Weaknesses
Low brand awareness
Brand not diversified
Limited retail presence
Opportunities
Niche market
Growth in demand
Diffuse direct competition
Threats
Dependant on laptops
Established womens
brands enter category
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Target Audience
Demographic
25 35 year old, female
Educated, employed
Inner-city dwelling
Psychographic
Young optimism
Fashion conscious Career oriented
Geographic
Sydney
Behaviour / Usage Conveys status & success
Reward for achieving careermilestone
Defining point of difference
Corporate confidence
Personal style
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Market Positioning
*Zafino
*Belkin
*Targus
QUALITY
*Crumpler
STYLE
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Promotional Goals
Increase brand recognition
Raise awareness of product attributes
Expand market share Increase sales by 200% at retail concessions
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Promotional Activity
Direct Mail April 2010
Social Media April 2010
Magazine Print Advertisements May to July 2010
Sales Promotion April to July 2010
Television Commercial May to July 2010
Public Relations Host charity screening of Sex and the City 2 June 2010
Public Relations Fashion event at David Jones May 2010
Public Relations CeBit IT Exhibition May 2010
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Promotional Vehicle 1
Public Relations
Host charity screening of Sex and the City 2
Co-hosted by 2Day FM, Time Out Sydney,
Sydney Morning Herald, Skyy Vodka, Sunraysia
Natural Beverage Company, Event Cinemas
and The McGrath Foundation
Engage with Target Audience
Promote brand awareness
Identify with lifestyle aspirations
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Promotional Vehicle 1
Public Relations
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Promotional Vehicle 1
Public RelationsTeam RolesTeam Leader
Marsha Brady, PR Manager
Support Roles
Bobby Brady, Account Manager
Peter Brady, Media Manager
Mike Brady, Creative Director
Basic Timing Preliminary Planning
01/04/10 to 07/05/10
Event Planning
10/05/10 to 21/05/10
Graphic Design
10/05/10 to 21/05/10
Publicity
03/05/10 to 28/05/10 Site Set-up & Event
29/05/10 to 02/06/10
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Promotional Vehicle 1
Public Relations - Budget
Promotional
& Printing
Costs
31%
Event Space
Costs
31%
Experiential
Crew
29%
Temp Staff
9%
Budget - Vehicle 1 Total cost $16,400
Ticket Revenue $21,000
Donation to McGrath
Foundation $4,600
No cost to Zafino
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Promotional Vehicle 1
Public Relations - TimelineTask Name Responsibility Duration Start Finish
Preliminary Planning 27 days Thu 1/04/10 Fri 7/05/10
Sponsor Approvals Marsha Brady 12 days Thu 1/04/10 Fri 16/04/10
Venue Booking Bobby Brady 1 day Mon 19/04/10 Mon 19/04/10
Theme Development Peter Brady 5 days Mon 19/04/10 Fri 23/04/10
Sponsor & Client Approvals 10 days Mon 26/04/10 Fri 7/05/10
Event Planning 10 days Mon 10/05/10 Fri 21/05/10
Arrange & Book VIP Attendees 3 days Mon 10/05/10 Wed 12/05/10
Models / Stage Manager / Wardrobe / Hair
Stylist / Makeup Marsha Brady 3 days Mon 10/05/10 Wed 12/05/10
Interior fit-out, Catering & Hospitality
Staff, Furniture Bobby Brady 3 days Mon 10/05/10 Wed 12/05/10Audio Equipment & Staff / Lighting
Equipment & Staff 3 days Mon 10/05/10 Wed 12/05/10
DJ, Security, Photographers, Cleaners 3 days Mon 10/05/10 Wed 12/05/10
Client & Sponsor Approval 5 days Mon 17/05/10 Fri 21/05/10
Graphic Design 10 days Mon 10/05/10 Fri 21/05/10
Graphic Design Briefing Bobby Brady 1 day Mon 10/05/10 Mon 10/05/10
Client Promotional Material, Site Banners
& Displays Mike Brady 1 day Mon 10/05/10 Mon 10/05/10
View Graphic Design Proofs 1 day Fri 14/05/10 Fri 14/05/10
Client & Sponsor Approval 5 days Mon 17/05/10 Fri 21/05/10
Publicity 20 days Mon 3/05/10 Fri 31/05/10
Media Release Marsha Brady 1 day Mon 3/05/10 Mon 3/05/10
Media Partner Promotion Mike Brady 21 days Mon 3/05/10 Mon 31/05/10
Printing of materials & site displays Peter Brady 5 days Mon 24/05/10 Fri 28/05/10
Site Set-up 3 days Tue 1/06/10 Tue 2/06/10
Event Marsha Brady 1 day Tue 1/06/10 Tue 1/06/10
Clean-up Bobby Brady 1 day Wed 2/06/10 Wed 2/06/10
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Promotional Vehicle 2Advertisement Television Commercial
Emotively demonstrate style & function
Increase brand awareness
Build desire Set in a crowded, lunchtime Martin Place
Feature Meagan Gale
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Promotional Vehicle 2Advertisement Television Commercial
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Promotional Vehicle 2Advertisement Television Commercial
Team RolesTeam Leader
Bobby Brady, Account Manager
Support Roles
Mike Brady, Creative Director
Greg Brady, Research
Peter Brady, Media Manager
Jan Brady, Creative Services
Manager
Basic Timing Planning
01/03/10 to 16/04/10
Pre-Production
02/03/10 to 09/04/10
Production
12/04/10 to 16/04/10
Post Production
19/04/10 to 30/04/10 Master, Dubs & Distribution
03/05/10 to 21/05/10
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Promotional Vehicle 2Advertisement Television Commercial
Total Cost $75,800
Pre-Production $15,500
Production $29,300
Post Production
$31,000
Pre-
Production
20%
Production
39%
Post
Production
41%
Budget - Vehicle 2
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Promotional Vehicle 2Advertisement Television Commercial
Hire: 5 days Mon 05/04/10 Mon 29/03/10
Photographer 5 days Mon 05/04/10 Fri 9/04/10
Book Talent / Models / Extras 5 days Mon 05/04/10 Fri 9/04/10
Scout Site Location Bobby Brady 5 days Mon 05/04/10 Fri 9/04/10
Council Approvals Jan Brady 5 days Mon 05/04/10 Fri 9/04/10
Site Booking Mike Brady 5 days Mon 05/04/10 Fri 9/04/10
Script Approval Jaddan Bruhn 5 days Mon 05/04/10 Fri 9/04/10
Hire Post Production Staff 5 days Mon 05/04/10 Fri 9/04/10
Production 5 days Mon 12/04/10 Fri 16/04/10
Filming on location Bobby Brady 5 days Mon 12/04/10 Fri 16/04/10
Stills on location Jan Brady 5 days Mon 12/04/10 Fri 16/04/10
Rough Cut Mike Brady 5 days Mon 12/04/10 Fri 16/04/10
Client Approval 5 days Mon 12/04/10 Fri 16/04/10
Post Production 10 days Mon 19/04/10 Fri 30/04/10
Digital Editing 5 days Mon 19/04/10 Fri 23/04/10
Add on-screen Graphics 5 days Mon 19/04/10 Fri 23/04/10
Final Edit Bobby Brady 5 days Mon 19/04/10 Fri 23/04/10
Colour Correction & FX Jan Brady 5 days Mon 19/04/10 Fri 23/04/10Voiceover Recording Mike Brady 5 days Mon 19/04/10 Fri 23/04/10
Final Audio Mix & Picture 5 days Mon 19/04/10 Fri 23/04/10
Final Approval 5 days Mon 26/04/10 Fri 30/04/10
Master, Dubs & Distribution 10 days Mon 3/05/10 Fri 14/05/10
Copy & Distribute to all TV Sations on
Advertising Schedule
Bobby Brady
Jan Brady 10 days Mon 3/05/10 Fri 14/05/10
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Promotional Vehicle 3
PRDJs Fashion Event
David Jones in-store fashion event
Runway fashion show
In conjunction with David Lawrence Incorporate entire Zafino range
Event exclusive to DJ account holders
Marks launch of new retail concessions at DJs
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Promotional Vehicle 3
PRDJs Fashion Event
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Promotional Vehicle 3
PRDJs Fashion EventTeam RolesTeam Leader
Marsha Brady, PR Manager
Support Roles
Bobby Brady, Account Manager
Mike Brady, Creative Director
Basic Timing Preliminary Planning
01/03/10 to 19/03/10
Event Planning
22/03/10 to 02/04/10
Graphic Design
22/03/10 to 16/04/10
Site Planning
01/05/10 to 21/05/10
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Promotional Vehicle 3
PRDJs Fashion Event Total cost $40,300
Zafino @ 20%
Cost to Zafino $8,060Staging &
Set-up
27%
Models17%
Event
16%
Promotional
Materials
40%
Budget - Vehicle 3
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Promotional Vehicle 3
PRDJs Fashion Event - Timeline
Task Name Responsibility Duration Start Finish
Preliminary Planning 15 days Mon 1/03/10 Fri 19/03/10
Sponsor Approvals 5 days Mon 1/03/10 Fri 5/03/10
Venue Booking Marsha Brady 3 days Mon 1/03/10 Wed 3/03/10
Theme Development Bobby Brady 10 days Mon 1/03/10 Fri 12/03/10
Sponsor & Client Approvals 5 days Mon 15/03/10 Fri 19/03/10Event Planning 10 days Mon 22/03/10 Fri 2/04/10
Arrange & Book Speakers &
VIP Attendees 3 days Mon 22/03/10 Wed 24/03/10
Book: 1 day Mon 22/03/10 Mon 22/03/10
Models / Stage Mgr /
Wardrobe 1 day Mon 22/03/10 Mon 22/03/10
Hair Stylist & Makeup 1 day Mon 22/03/10 Mon 22/03/10
Interior fit-out Marsha Brady 1 day Mon 22/03/10 Mon 22/03/10
Catering Bobby Brady 1 day Mon 22/03/10 Mon 22/03/10
Hospitality Staff 1 day Mon 22/03/10 Mon 22/03/10
Furniture 1 day Mon 22/03/10 Mon 22/03/10
Staging Equipment & Staff 1 day Mon 22/03/10 Mon 22/03/10
Lighting Equipment & Staff 1 day Mon 22/03/10 Mon 22/03/10
Audio Visual Equipment &
Staff 1 day Mon 22/03/10 Mon 22/03/10DJ 1 day Mon 22/03/10 Mon 22/03/10
Security 1 day Mon 22/03/10 Mon 22/03/10
Photographers 1 day Mon 22/03/10 Mon 22/03/10
Cleaners 1 day Mon 22/03/10 Mon 22/03/10
Client Approval 5 days Mon 29/03/10 Fri 2/04/10
Sponsor Approval 5 days Mon 29/03/10 Fri 2/04/10
Guest List Approval 5 days Mon 29/03/10 Fri 2/04/10
Graphic Design 18 days Mon 22/03/10 Wed 14/04/10
Graphic Design Briefing 1 day Mon 22/03/10 Mon 22/03/10
Invitations 1 day Mon 22/03/10 Mon 22/03/10
Client Promotional Material 1 day Mon 22/03/10 Mon 22/03/10Site Banners 1 day Mon 22/03/10 Mon 22/03/10
Site Displays 1 day Mon 22/03/10 Mon 22/03/10
Vi ew Graphi c De si gn Proofs Marsha Brad y 1 day Fri 26/ 03/ 10 Fri 26/ 03/10
Client Approvals Bobby Brady 5 days Mon 29/03/10 Fri 2/04/10
Sponsor Approvals Mike Brady 5 days Mon 29/03/10 Fri 2/04/10
Printing of promotional
materials, invitations & site
displays 5 days Mon 5/04/10 Fri 9/04/10
Client Approval 3 days Mon 12/04/10 Wed 14/04/10
Sponsor Approval 3 days Mon 12/04/10 Wed 14/04/10
Invitation Mail Out 1 day Mon 12/04/10 Mon 12/04/10
Media Release 1 day Mon 12/04/10 Mon 12/04/10
Site Planning 8 days Sat 1/05/10 Tue 11/05/10
Site Set-up 2 days Sat 1/05/10 Mon 3/05/10
Event 1 day Mon 3/05/10 Mon 3/05/10
Clean-up Marsha Brady 1 day Tue 4/05/10 Tue 4/05/10
Selection of Press Photos &Materials Bobby Brady 5 days Mon 3/05/10 Fri 7/05/10
Approval of Press Photos &
Materials 2 days Mon 10/05/10 Tue 11/05/10
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Evaluation
Financial
ROI anticipated 40%
Market share
anticipated increase in30%
Increase in value of
Zafino company
Mindset
Focus Groups
Monitor brand
perception
Measure attitudes
towards product
Monitor productpositioning
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Conclusion
Public Relations Host charity screening of Sex and the City 2
No Direct Cost
Start 1st of April for event of 1st of June 2010
Public Relations Fashion event at David Jones
$8,060 Start 1st of March for event date of 3rd of May 2010
Television Commercial
$75,800
Start 1st of March for air date of 21st of May 2010
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Recommendation
Associated events are time sensitive
Co-sponsors are eager to get moving
No other associated events Critical to support launch of retail concessions
Fail to act now
Event sponsors may approach competitors
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Moving Ahead
Memorandum of Understanding needs to be
signed
20% deposit to secure booking arrangements
Product samples to event co-sponsors
Sign off on all preliminary booking
arrangements and costings
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