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Summary and Overview

Executive SummaryOPI is a professional salon brand nail polish. Available at beauty stores and salons alike, consumers often associate the upscale nail polish with special occasions. Our mission is to show and emphasize OPI as an elite nail polish that can be worn ev-eryday because “every day is an occasion with OPI.” Therefore, users should always choose OPI when they change their nail color. OPI’s ability to make everyday tasks seem like an occasion boosts confidence and self-esteem in product users. Thus, it is imperative for consumers to view OPI as a lifestyle brand as long as they want to make every day an occasion.

OverviewAnchor Advertising intends to position OPI as a nail polish that can be worn every day. Our advertisements aim to capture our target of women 18 to 34 in their daily lifestyle routines while wearing OPI nail polish. The tag line, “Every day is an occa-sion with OPI,” will be used across all advertisements to emphasize that OPI is the only nail polish that can make each day special. Our campaign will reach our target market via television commercials, print advertisements in magazines, billboards, and Internet ads. With this approach, we hope to achieve our marketing goal of increasing sales by 7%, while also creating 85% awareness and 60% comprehension in terms of advertising.

Anchor Advertising

Table of Contents

2 Summary and Overview 3 Agency Brand Strategy 4 History of OPI 5 Competitor Analysis 6 SWOT Analysis 7 Environmental Analysis 8 Objectives and Budget 9 Research 10 Brand Value Proposition 11 Target Market 12 Campaign Strategy 13 Big Idea 14 Creative Overview 15 Creative Executions 19 Creative Testing 20 Media Objectives 21 Media Choices 26 Media Schedule 27 Media Budget 28 Brand Activation 31 Evaluation 32 Creative Brief 33 Meet Our Team

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Agency Brand StrategyAnchor Advertising is a full-service advertising agency fresh on the market complete with unique ideas to share with clients. Made up of six eager and extraordinary individuals who constantly strive to provide clients with the best campaigns on the market, our team encompass-es creativity, innovation, and enthusiasm. Our passion shines through everything we create. Starting with a detailed research analysis, our agency is then able to create accurate communication goals, campaign strategies, media plans, and of course a captivating campaign that will make your business stand out in the competitive market. We are dedi-cated to providing the best of the best and forming relationships with clients that will last a lifetime.

Anchor Advertising

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OPI, originally named Odontorium Products Incorporated, was a small dental sup-ply company purchased by George Schaeffer in 1981. Interested in the steady stream

of women who paid full price for dental acrylics used to make fake teeth, Schaef-fer quickly realized the female buyers were trailblazers in the burgeoning nail industry.

George Schaeffer and Suzi Weiss-Fischmann partnered with a chemist to create an acrylic nail system, which Schaeffer sold door-to-door to local nail salons. In

1985, Schaeffer willingly closed the dental supply company and renamed it OPI.

Wanting his nail polish to become an essential fashion accessory, Schaeffer created seasonal collections while launching then discon-

tinuing 24 shades a year. OPI also came up with geographic moni-kers like Not So Bora-Bora-ing Pink and I’m Not Really a Waitress.

Schaeffer’s main focus has always been about making OPI a brand used by professionals. Thus, he created a chip-resistant “lacquer” which

met nail professionals’ approvals. He went even further to design a bottle with a weighted cap so it was easier to use. With his outsid-

er perspective, Schaeffer has redefined both his company and the nail industry, transforming OPI into a $105 million busi-

ness and the world’s largest professional nail care outlet.

History of OPI

OPI partnered with

Nicki Minaj to createa nail polish line

OPI is acquired by Coty Inc.

Reformulatedpolishes

OPI founded

2012

2010

2007

1981

All three competitors offer high quality nail polish.

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History of OPI Competitor Analysis

Essie Revlon ChinaSTRENGTHS - Thin formula provides long shelf life - Sleek, simple advertisements - Easily accessible to purchase

WEAKNESSES - Website is not sophisticated - Price (about $7.50 per bottle) - Bottle does not have a good grip - No active Twitter or links to social media

GlazeSTRENGTHS - Celebrity endorsements for makeup carry over to polishes - Efficient bottle size and shape - Emphasizes convenience in polish lines (Top Speed™ Fast Dry ColorStay™ Longwear) - Sophisticated and advanced website

WEAKNESSES - Not known for nail polish but rather makeup in general - No gradient on handle of bottle

STRENGTHS - Over 400 colors to choose from - Affordable price (ranging from $2.50 to $7.00) - Bottle is easy to open - Themed colors and unique color names

WEAKNESSES - Website looks amateur - Takes a long time to dry on nails - Lacking strong social media

All three competitors offer high quality nail polish.

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Environmental Analysis

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Environmental AnalysisSociocultural ForcesIn our world today, women focus much of their attention and money on beauty products. With OPI as the world leader of professional nail care, many women look up to and depend on OPI’s high quality. OPI exceeds in determining color forecasting, sense of style, and instinct for what women want. The profes-sional OPI nail lacquer is a long-lasting, chip-resistant formula available in over 200 fashion-forward colors. OPI also invents clever names that customers eagerly look forward to. Also, with the awareness of philanthropy rapidly rising, OPI is committed to the concept of giving back. They founded the Schaeffer Fam-ily Foundation as well as donated millions of dollars to charities worldwide. Many women are recently becoming more involved with sustainability. OPI “strives to improve the environmental quality of [their] products, packaging, and operations.” OPI sup-ports the concept of sustainable development and ensures a bet-ter quality of life for everyone now and in future generations.

Competitive ForcesThe companies in competition with OPI include Essie, Rev-lon, and China Glaze. OPI leads the professional beauty indus-try by raising the standards in which the industry operates. Unlike its competitors, OPI is active in numerous associations within the industry that aim to ensure consumer safety is al-ways preserved. Sold in 50 different countries, OPI is one of the world leaders of the professional nail care industry.

Economic ForcesShoppers try to find the highest quality beauty products for a rea-sonable price. Paul Bryson, Director of Research and Development at OPI, stated, “In terms of the recession, people do not give up alcohol, tobacco, and cosmetics. People can always afford a small bottle of nail polish.” OPI offers nail polish ranging from $6.99 for normal nail lacquer to $23.99 for gel nail products. The original OPI nail polish can be found in beauty-focused venues, such as Sephora and Ulta, as well as beauty salons and select retailers. They own Nicole by OPI, inexpensive nail polish geared toward younger customers in their teens, which is sold in drugstores.

Legal/Regulatory ForcesOPI actively works with the EPA (Environmental Protection Agency) and the Campaign for Safe Cosmetics to meet and exceed safety standards. OPI has a dedicated team of scien-tists who ensure product quality and safety. OPI was one of the first companies to remove toxic ingredients such as dibu-tyl phthalate and toluene while maintaining the high prod-uct quality standards customers expect. OPI also promotes salon sanitation to ensure that customers, as well as nail pro-fessionals, can enjoy the healthiest environment possible.

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Objectives and Budget

Marketing and Advertising ObjectivesThis campaign will improve awareness of the elite OPI nail polish as an everyday product to wear. Our emphasis on lifestyle and a feel-good atti-tude will help achieve our marketing goal of increasing overall sales by 7%. Anchor Advertising is targeting women between 18 and 34 years old. By the end of the yearlong campaign, 85% of our target market will be aware of OPI nail polish and 60% of the target market will understand its benefits. The effective reach for this campaign is 85 with an effective frequency of 5. To achieve our objectives, we must reach at least 85% of our target market and reach each consumer at least 5 times.

Time FrameThe campaign will run for one year starting January 2013 and ending December 2013. Since we are advertising OPI as an everyday elite nail pol-ish, we will run advertisements consistently throughout the year. We will also increase the number of ads at the beginning of every season, as that is when our target market looks to purchase polish. This will increase comprehension and conviction within our target market.

Budget SummaryAnchor Advertising was given a budget of $15,000,000 to im-plement an effective campaign. Any extra money not used on purchasing media was added to production costs.

Television - $4,080,000Magazines - $4,642,945Billboards - $4,030,080Internet - $975,000Production Costs - $1,271,975

27%  

31%  

27%  

7%  8%  

Television  

Magazines  

Billboard  

Internet  

Produc=on  Costs  

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Objectives and Budget Research

Research Objectives - Determine consumer buying patterns and habits pertaining to nail polish - Find out target markets’ views of OPI as compared to its competitors - Determine the target market’s media interests

Primary Research After distributing a long-form survey to women within our target market, Anchor Advertising gained insight about why women wear nail polish, how it makes them feel, and their reasons for choosing (or not choosing) a certain brand of nail polish, including OPI. At the end of the survey, we asked that respondents attach photos of their nail polish collection and clothes closet as is. The visuals showed us ways in which they express themselves. We decided to collect qualitative data because we wanted personal responses and reasons rather than statistics. Qualita-tive, long-form surveys with open responses allowed us to discover patterns and trends among our target market. Contrary to our initial belief, respondents did not stress the price of the polish as a primary reason for purchasing one brand over another. We found the majority of women we surveyed wear nail polish to feel put-together, as a form of self-expression, as well as for the actual experience of applying it. They choose one brand of nail polish over another based on the brand’s variety of colors and the quality of its formula. Women associate the nail salon with special occasions, and prefer painting their nails themselves on a regular basis. However, we also found that they identify OPI as a high-quality salon brand. We could then infer that OPI was also associated with special occasions. With this information, we decided to focus our campaign on altering this perception.

Secondary Research At Anchor Advertising, we strove to get to know OPI’s market by researching what women in the target market like to wear, shop, read, and watch. To do so, we utilized popular blogs on Tumblr and Blogger and the trendy social media site, Pinterest. We were able to get insight into our customers’ personalities and their views on OPI. We flipped through Vogue, Harper’s Bazaar, Van-ity Fair, and Veranda, which are all popular to our target market. These magazines allowed us to identify the cur-rent trends in magazine advertising and editorial. Using valid, current information in MRI+, we de-termined the target market for our campaign is women between 18 and 34. We then utilized the MRI+ database to figure out which magazines and television stations our target market reads and watches. We found they regu-larly consume media concerning fashion, home decor and news. Among the magazines they read are Lucky, Cosmopolitan, and Harper’s Bazaar; among the television channels they watch are the Style Network, Bravo, and E! Entertainment Network. According to MRI+, they also regularly use websites such as Groupon and Overstock.

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Brand Value Proposition

Functional Benefits:

OPI’s product line provides an exceptionally wide variety of colors to choose from, including lines called Soft Shades by OPI and Brights by OPI. Each bottle has an ergonomically designed handle for easy application, and consists of a natural formula that doesn’t wear easily on users’ nails.

Emotional Benefits:

Many respondents claimed that wearing nail polish makes them feel put-together, complete, and composed. It provides a sense of confidence for the user, knowing their nails look presentable. Since OPI has a high-quality formula that lasts a long time both in the bottle and on one’s’ nails, this feeling of confidence is especially high in OPI users.

Self-Expressive Benefits: Nail polish is a form of self-expression. The colors women choose to wear reflect their personalities, style, fashion sense, and sometimes even how they’re feeling. Women who buy OPI like to be seen as fashionable, elegant, and put-together. OPI’s color palette allows women to choose colors that represent them or that match their unique styles.

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Brand Value Proposition Target Market

18-23 24-28 29-34Our target market for this campaign is women between the ages of 18 and 34. These women generally have a yearly income of at least $75,000.

Meet Olivia.She is an 18-year-old freshman at a pri-vate institution in Washington D.C. She is fashion conscious, driven, studious, and involved on campus. She loves to feel put together and painting her nails gives her that satisfied feeling.

Meet Chloe.She is a 26-year-old working her first pro-fessional job in Boston. She enjoys going out with her girlfriends. She is a coffee ad-dict and social media advocate. Whether she’s making coffee runs between meet-ings, shaking hands with other business professionals, or giving a presentation, she makes sure to put her best hand forward.

Meet Gabrielle.She is a 32-year-old who lives in the sub-urbs outside of Charlotte, NC. She is kept busy day-to-day being the Director of Sales at a Fortune 500 company. She is also the mother of two young kids. She wears pol-ish that doesn’t chip so she can maintain her hectic lifestyle with poise.

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Campaign Strategy

The Challenge OPI nail polish is currently recognized as an elite brand. Although it is available in select beauty stores and chain retailers, it is not purchased regularly. People buy and wear OPI for special occasions. They currently believe that because OPI is elite, it is not for everyday wear but rather for special events.

The Insight Through qualitative interviews, we found that many women in our target market prefer to paint their own nails for everyday wear. They purchase polishes at beauty stores and retailers as well as visit the salon on occasion. When their nails are painted, they feel good in their skin.

The Solution While promoting the quality of OPI polish, we will position the polish as an elite brand for everyday wear. In our creative executions, we will incor-porate the idea of feeling good in everyday tasks.

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Campaign Strategy THEBIGIDEA

Every day is an occasion with OPI.

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Creative

Creative Strategy Research suggests women in our target market feel confident while wearing nail polish. We are focusing our advertisements on making OPI an everyday polish so our consumers can always feel good in what they are doing. All of our executions will showcase an average day of a woman. Although minor tasks, the woman feels good doing them because she is wearing OPI.

Art Direction

The print advertisements will capture women in the essence of their lifestyles. Their polished nails will be featured in the shots to show that it makes each woman feel complete and put together. The three executions include a day at the gym, a coffee break, and a day at the office. A billboard and Internet banner will showcase other daily lifestyle activities in the same way. The television commercial consists of quick takes of different women in different lifestyles, all feeling good in their skin because they are wearing OPI. On the Internet banner, phrases such as “coffee break,” “meeting,” and “lunch date” will take turns flashing to get the same effect.

Copywriting

At the top of each print ad, the copy states, “It’s not just another” followed by an inserted, customized phrase. The customizable phrase is in a font that looks like handwriting to suggest women can fill in their own lifestyle. At the bottom of the ad, the copy says, “Because every day is an occasion with OPI.” This tag line implicitly suggests that OPI is the reason for feeling good in everything you do in your unique lifestyle.

Print Advertisements

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Print Advertisements

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Print & Internet Banner

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Print & Internet Banner Billboard

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Creative TestingTelevision StoryboardThe commercial will feature multiple women with different lifestyles getting ready for their day. Fast takes and cuts will be involved in the com-mercial to depict their fast paced lifestyles. The camera will focus on their hands in everything they do.

Woman wakes up. The cam-era will pan to her nails while she stretches. No music is playing – sounds peaceful. Begins walking to closet.

Another woman opens closet full of clothes. “I Look to You” by Miami Horror plays as she picks out her outfit.

A third girl gets dressed. Cam-era pans in to focus on her bright nails as she puts on her shoes, tights, and outfit.

Woman is putting on makeup. Nails will be visible. On make-up stand will be multiple bot-tles of OPI nail polish.

Woman is drinking her daily cup of coffee. Woman is also very relaxed and carefree.

Woman is shown with brief cases in her hand for work. Another girl will be with friends, and yet another will be going to workout.

The screen will go black and it will read, “It’s not just anoth-er ___.” The blank space will rapidly change between ac-tivities such as “day at work,” “workout,” “taxi ride.”

The screen will switch to our slogan and nail polish will look as if it was poured onto the screen. Once the screen is filled with a polish color, OPI will still be visible. Cut out.

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Creative Testing

Results of Creative Testing

In order to verify that our advertisements and the con-cept within them are effective, we showed women in our tar-get market the print advertisements, Internet banner, commer-cial storyboard, and billboard sample. We asked them to tell us what they took away from the ads. Our market immediately identified with the idea to insert their lifestyle into the ad. Even though they all didn’t associate with the models (for instance, some don’t workout on an average day), they were still drawn to the ads. They comprehended the message, adding they like the idea of positioning OPI for everyday wear.

Television Storyboard

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Media

Target AudienceOur target audience is educated women between ages 18 and 34. For those who have already graduated college, they have stable careers with an even more stable income starting at $75,000. They are inter-ested in fashion, cooking, and decorating their homes. Many balance their career, small children, and a husband while still being able to present themselves nicely. Our ad campaign emphasizes this fact by reminding them that every day is a special occasion and that OPI can help complete their look in order to help them take on their day with confidence.

Message WeightSince the women in our target market actively read magazines, watch television, and surf the Internet, our message will be about the same weight through each medium. Due to our geographic goal to target those who live in metropolitan cities, our message on billboards will be more densely exposed in these areas because of the larger popula-tion and advertising availability.

Geographic Scope of PlacementTo initiate our campaign, our advertising will be both regional and national. All commercials, print advertisements and internet adver-tisements will be placed in national media. Billboards will be placed regionally in metropolitan areas across the country in cities such as New York City, Chicago, Boston, Indianapolis, and Minneapolis.

Objectives Strategies

ContinuityThe continuity for this campaign will be a pulsing schedule. We will im-plement billboards to increase the message weight at the beginning of each season. Women purchase nail polish throughout the year as well as at the beginning of seasons. Fall and Spring both have fashion weeks in which fashionistas find out about new trends and colors. During the summer, nail polish is popular since women’s toenails are also exposed the most during this season and women want to show off their bright nails. The winter is also a popular season as it is the season of giving and nail polish is a great stocking stuffer. Therefore, the exposure of our advertisements will be increased during the peak parts of each season in order to generate more awareness when consumers want nail polish the most.

Effective Reach: 85Effective Frequency: 5

Dimensions

Television 30 second commercialMagazines 1 full page with bleedInternet Wide skyscraper banner; 600 pixels x 160 pixelsBillboard 48 feet x 14 feet

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Media Media ChoicesTelevision Choices

Keeping Up With the KardashiansE! Entertainment on Sundays at 9 PM

Keeping Up With the Kardashians is the top rated show during Sunday prime time for the 18 to 49 demographic. Our target mar-ket frequently watches the E! network, so placing an ad here will give OPI a great deal of exposure.

The Last Word with Lawrence O’DonnellMSNBC on Mondays at 10 PM

Women in OPI’s demographic watch news and news specials very frequently. Since MSNBC is the highest rated cable news network for women in our demographic, we will be placing ads during this highly rated show.

Giuliana & BillStyle Network on Tuesdays at 8 PM

Since we found that our target market for OPI watches The Style Network frequently, we plan on placing ads during one of their most popular shows, Giuliana & Bill. This reality show stars Gi-uliana and Bill Rancic, a fashionable young couple juggling work, children, and relationship - much like our target audience.

Modern FamilyABC on Wednesdays at 9 PM

Modern Family is the highest rated scripted television show on network TV within the 18 to 49 demographic. The show also has an audience that generally spends more money, allowing us to hit our target demographic of women who have higher incomes.

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Media Choices Media Choices

Television Specials

Victoria’s Secret Fashion ShowCBS, December TBA

The annual Victoria’s Secret Fashion Show features world leading fashion icons and popular performers. An average of nine mil-lion viewers tune in annually, chart-topping the viewership every night it airs. The show is about elegance, fashion and expression, all of which the women in our target live for.

The 84th Academy AwardsABC on Sunday, February 24th at 7 PM

We plan on advertising during The Acade-my Awards since our target market heavily watches award shows. Since The Academy Awards are the most prestigious, and fre-quently the most watched, advertising dur-ing this award show will directly target our market.

Barbara Walters’ 10 Most Fascinating PeopleABC, December TBA

The 10 Most Fascinating People is an annual special recognizing ten influential people for their work throughout the year. Women primarily tune in. Since women in our target watch television specials, we can successful-ly reach them by airing a commercial during this special.

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Media Choices Media ChoicesMagazines

Lucky MagazineCirculation: 1,109,757

The magazine features powerful women on their covers with personal stories about them that attract women of our target audi-ence. It also features high-fashion and ways to achieve that fashion on a budget. Since our target audience reads Lucky the most, we chose to purchase a 4th cover advertise-ment.

InStyle MagazineCirculation: 1,767,248

InStyle magazine features stories on women, fashion, and relationships. The magazine dives into the private side of public faces The famous women featured inform readers – and our target audience – on which fashions and styles to choose whether they are going to work, grabbing coffee, or getting ready for a date.

Harper’s Bazaar MagazineCirculation: 734,504

This magazine allows us to reach our target market of women who are educated, high-income earners who are truly invested in fashion and fashion news. The women who read Harper’s Bazaar are interested in keep-ing up with the latest trends.

People MagazineCirculation: 3,563,035

This weekly magazine specializes in human-interest stories. It features celebrity news, gossip, and current style trends. People has the largest readership of any other American magazine.

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Media ChoicesInternet

Amazon.com

Amazon.com is the world’s largest online retailer. Since our target market includes working women with busy schedules, this web-site allows them to shop from their home or on-the-go.

Ticketmaster.com

Because our target market includes women with incomes over $75,000, they are able and willing to spend money on recreation-al activities like concerts, sports games and other large events. Ticketmaster is the number one trustworthy source to do so.

LuckyMag.com

Lucky draws in dedicated readers of their print magazine to also view content online. Young, fashionable professionals refer to the online posts for more everyday fashion topics and tips.

About.com

This website attracts the inquisitive and educated side of our tar-get audience curious about all things. Our target audience fre-quents this website.

WebMD.com

Women in our target audience visit WebMD often. This website attracts the young mothers within our market as they regularly visit the site to check their child’s symptoms.

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Media Choices Media ChoicesBillboardsWe chose to advertise our billboards in large cities in the United States because the highest index on MRI+ was County Size A, which includes the counties belonging to the 26 largest metropolitan areas in the country. According to MRI+, the regions of the United States with the highest indexes were the Midwest and the Northeast. Therefore, we chose the following cities to place our billboards in: 1. New York City, New York - 8,244,910 residents2. Chicago, Illinois - 2,707,120 residents3. Indianapolis, Indiana - 827,609 residents4. Boston, Massachusetts - 625,087 residents5. Minneapolis, Minnesota - 387,753 residents

In New York City, we will advertise the billboard for once a month within each season for a total of four months. New York has the largest popula-tion of people and will reach an abundance of women. Since Fashion Week occurs in both the Fall and the Spring, having a billboard during those times will increase publicity for the brand.

In Chicago, we will advertise three months out of the year since Chicago has the second largest population from our chosen cities. These will be spread out over the four seasons to ensure a greater amount of impressions. In Boston, Indianapolis, and Minneapolis we plan to advertise two months out of the year, in the Summer and in the Winter.

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Media Schedule

2013 January   February   March April May   June July August   September October November   December Executions Cost TotalWeeks: 1      2      3      4 1      2      3      4 1      2      3      4 1      2      3      4 1      2      3      4 1      2      3      4 1      2      3      4 1      2      3      4   1      2      3      4 1      2      3      4 1      2      3      4  1      2      3      4Magazines                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                             #  of  IssuesLucky 9 144,502.00$                 1,300,518.00$                InStyle 8 154,882.00$                 1,239,056.00$                People 2 305,900.00$                 611,800.00$                        Harper's  Bazaar 8 147,056.00$                 1,176,448.00$                Harper's  Bazaar  March  &  September  Issues 2 157,561.50$                 315,123.00$                        

                   Print  Total:                                  =sum(            4,642,945.00$                

Television                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    Rating  Points                                                                        Keeping  up  with  the  Kardashians  (E!  Entertainment  Television) 55 30,000.00$                     1,650,000.00$                Modern  Family  (ABC) 35 30,000.00$                     1,050,000.00$                Giuliana  &  Bill  (Style  Network) 20 30,000.00$                     600,000.00$                        The  Last  Word  with  Lawrence  O’Donnell  (MSNBC) 20 30,000.00$                     600,000.00$                        Specials:                                                                                                                                                                        Victoria's  Secret  Fashion  Show  (CBS) 2 30,000.00$                     60,000.00$                            The  Academy  Awards  (ABC) 2 30,000.00$                     60,000.00$                            Barbara  Walter's  10  Most  Interesting  People  (ABC) 2 30,000.00$                     60,000.00$                            

                                                                                                                   Television  Total:                                              4,080,000.00$                

Billboards                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    New  York  City,  New  York 24,734.00$                     2,968,080.00$                Boston,  Massachusetts 1,875.00$                         112,500.00$                        Chicago,  Illinois 8,120.00$                         730,800.00$                        Indianapolis,  Indiana 2,482.00$                         148,920.00$                        Minneapolis,  Minnesota 1,163.00$                         69,780.00$                            

Billboard  Total:                                                      4,030,080.00$                                                                                                                                                                                            

Internet                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    ImpressionsAmazon.com 25,000,000 325,000.00$                        Ticketmaster.com 15,000,000 195,000.00$                        LuckyMag.com 25,000,000 195,000.00$                        About.com 10,000,000 130,000.00$                        WebMD.com 10,000,000 130,000.00$                        

Internet  Total:                     975,000.00$                      Grand  Total:                       13,728,025.00$            

27

Media Schedule Media Budget

Television

Magazines

Internet

Billboards

Television #  of  Rating  Points Cost  Per  Rating  Point Total  CostKeeping  Up  With  the  Kardashians 55 $30,000.00 $1,650,000.00Modern  Family 35 $30,000.00 $1,050,000.00Giuliana  &  Bill 20 $30,000.00 $600,000.00The  Last  Word  with  Lawrence  O'Donnell 20 $30,000.00 $600,000.00

$3,900,000.00Television  SpecialsVictoria's  Secret  Fashion  Show 2 $30,000.00 $60,000.00Academy  Awards 2 $30,000.00 $60,000.00Barbara  Walter's  10  Most  Interesting  People 2 $30,000.00 $60,000.00

$180,000.00TOTAL  TELEVISION $4,080,000.00

Magazines #  of  Issues Cost  Per  Page TotalLucky 9 $144,502.00 $1,300,518.00InStyle 8 $154,882.00 $1,239,056.00Harper's  Bazaar 8 $147,056.00 $1,176,448.00Harper's  Bazaar  March  &  September 2 $157,561.50 $315,123.00People 2 $305,900.00 $611,800.00

TOTAL  MAGAZINES $4,642,945.00

Billboards #  of  Days Population Cost  per  day Total  CostNew  York,  NY 120 8,244,910 $24,734.00 $2,968,080.00Boston,  MA 60 625,087 $1,875.00 $112,500.00Chicago,  IL 90 2,707,120 $8,120.00 $730,800.00Indianapolis,  IN 60 827,609 $2,482.00 $148,920.00Minneapolis,  MN 60 387,753 $1,163.00 $69,780.00

TOTAL  BILLBOARDS $4,030,080.00

Internet Reach Frequency Impressions CPM Total  CostAmazon.com 5,000,000 5 25,000,000 $13.00 $325,000.00Ticketmaster.com 5,000,000 3 15,000,000 $13.00 $195,000.00LuckyMag.com 5,000,000 5 25,000,000 $13.00 $195,000.00About.com 5,000,000 2 10,000,000 $13.00 $130,000.00WebMD.com 5,000,000 2 10,000,000 $13.00 $130,000.00

TOTAL  INTERNET $975,000.00

28

Brand Activation

The Occasion Box

IdentifyAnchor Advertising presents The OPI Occasion Box created by you for you. The occasion box is a personalized box of seven different colors chosen by the user. Women simply have to logon to the OPI website to create their very own occasion box for their everyday occasions. After picking seven different colors from any collection the box will be shipped anywhere within the U.S. for users to consume.

ObjectiveTo promote everyday women’s individual occasions

StrategyThe Occasion Box further emphasizes the occasion aspect of the campaign. Given the opportunity to create a box full of seven different colors, women truly have the chance to wear an OPI color for their everyday occasions. The Occasion Box further allows women to explore the OPI website and view the many color options.

29

Brand Activation Brand Activation

Pin It to Win It Contest

IdentifyPinterest is an emerging social network with more referral traffic than YouTube, LinkedIn, and Google Plus combined. It has grown exponen-tially. Therefore, we see the social network as an essential source in our brand activation. We will create a specific “Pin It to Win It” public board on our Pinterest for users to pin to. Users will pin images of themselves wearing OPI during their day-to-day activities. The goal is to see how consumers make everyday their occasion with OPI. Anyone who pins an image will be entered into the OPI sweepstakes. The winner will be chosen based on how many repins their image receives. Thus, the goal is for users to pin their image and then ask family and friends to repin their image in order to win. We will choose 250 winners who will re-ceive a unique Pinterest-inspired occasion box from OPI.

ObjectiveTo capture and promote everyday wear of OPI nail polish

StrategyPartnering with Pinterest will drive OPI users to the OPI Pinterest boards allowing us to gain followers. Those who enter into the sweepstakes will receive a chance to see what other users do with OPI nail polish. Overall, OPI will be promoted most when users repin their images in order to win the sweepstakes. When users ask others to repin their im-ages, this will create a word-of-mouth effect.

Pin your favorite OPI nail color or design to show off your every day occasion and be entered for the chance to win an occasion box of your very own. Up to 250 winners will be selected from those who have recieved the most repins! Good luck to all and show us YOUR occasion!

Using Alpine White to create dots.

Not just another day at work!

My funky neon ombre nails for school.

Great for any occasion!

My favorite going out color!

Love my pink nails!

Love my cream colored nails!

30

Brand Activation Evaluation

Project Runway Sponsorship

IdentifyEvery season, the television show Project Runway hosts a challenge featuring regular, modern-day women. OPI will host the challenge of the modern-day woman where designers must create a frock that is useful for their everyday occasion. The designers will then incorporate a nail polish color to complete the look. The winner of the OPI Project Runway challenge will win a photo shoot for themselves. It will be used as an advertisement for OPI as well.

ObjectiveTo reinforce the overall campaign idea that every day is an occasion when you are wearing OPI Nail Lacquer

StrategyBy bringing everyday women from our target market onto the show, we hope to directly reach the Project Runway audience, which draws in about 3 million viewers between the ages of 18 and 49. By watching the show, we want view-ers to learn about the campaign, which is why we are planning to make OPI the sole focus of the Project Runway challenge.

31

Brand Activation EvaluationOur two objectives for this campaign are to increase OPI sales by 7%, while also creating 85% awareness and 60% comprehension in our target market, women ages 18 to 34.

Our projected sales are as follows:

Awareness SalesJanuary 4% 0.33%February 7% 0.58%March 10% 0.82%April 8% 0.66%May 6% 0.49%June 6% 0.49%July 5% 0.41%August 7% 0.58%September 10% 0.82%October 7% 0.58%November 5% 0.42%December 10% 0.82%Total 85% 7.00%

0%  

2%  

4%  

6%  

8%  

10%  

12%  

Percentage Increase in Awareness & Sales

Awareness  

Sales  

Awareness SalesJanuary 4% 0.33%February 7% 0.58%March 10% 0.82%April 8% 0.66%May 6% 0.49%June 6% 0.49%July 5% 0.41%August 7% 0.58%September 10% 0.82%October 7% 0.58%November 5% 0.42%December 10% 0.82%Total 85% 7.00%

0%  

2%  

4%  

6%  

8%  

10%  

12%  

Percentage Increase in Awareness & Sales

Awareness  

Sales  

32

Cre

ativ

e B

rief

- O

PI

His

toric

al B

ackg

roun

d Pu

rcha

sed

by G

eorg

e Sc

haef

fer i

n 19

81, O

PI w

as a

den

tal s

uppl

y co

mpa

ny o

rigin

ally

na

med

Odo

ntor

ium

Pro

duct

s Inc

. Orig

inal

ly lo

okin

g to

cre

ate

dent

al a

cryl

ics,

Scha

effe

r en

ded

up c

reat

ing

a na

il ac

rylic

, whi

ch h

e so

ld d

oor-

to-d

oor t

o na

il sa

lons

. In

1985

, Sc

haef

fer a

bbre

viat

ed th

e co

mpa

ny n

ame

to O

PI. S

chae

ffer

took

the

nail

polis

h in

dust

ry a

st

ep fu

rther

by

laun

chin

g th

en d

isco

ntin

uing

24

shad

es a

yea

r. In

stea

d of

bor

ing

nam

es

such

as #

47, S

chae

ffer

cre

ated

geo

grap

hic

mon

iker

s for

pol

ish

such

as I

’m N

ot R

eally

a

Wai

tress

. Cot

y In

c. a

cqui

red

the

$105

mill

ion

com

pany

in 2

010.

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oals

B

y in

itiat

ing

this

cam

paig

n, w

e ho

pe to

incr

ease

OPI

sale

s by

7%, w

hile

als

o cr

eatin

g 85

% a

war

enes

s and

60%

com

preh

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on in

our

targ

et a

udie

nce.

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rget

Mar

ket

You

ng, c

aree

r-or

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ed, s

ucce

ssfu

l wom

en b

etw

een

the

ages

of 1

8 to

34

mak

e up

our

ta

rget

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ket.

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dver

tisin

g Pr

oble

m

OPI

is c

urre

ntly

seen

as a

n oc

casi

on-b

ased

nai

l pol

ish.

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rs o

ften

choo

se th

e ch

ic,

upsc

ale

polis

h fo

r spe

cific

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asio

ns a

s opp

osed

to d

ay-to

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r.

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ertis

ing

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ectiv

es

We

plan

to h

ighl

ight

eve

ryda

y ac

tiviti

es a

s spe

cial

occ

asio

ns w

hen

wea

ring

OPI

, al

low

ing

our c

onsu

mer

to m

ake

ever

yday

an

occa

sion

. It i

s per

tinen

t for

our

con

sum

er to

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ew O

PI a

s a p

olis

h th

at c

an b

e us

ed d

ay-to

-day

. U

nder

lyin

g Em

otio

nal N

eed

Man

y w

omen

see

pain

ted

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as t

he fi

nal t

ouch

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g co

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dy th

at fe

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g by

mak

ing

ever

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sion

. Whe

n w

earin

g O

PI, w

omen

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ld

feel

em

pow

ered

, con

fiden

t and

put

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ther

bec

ause

OPI

mak

es e

very

day

spec

ial.

C

ompe

titio

n Es

sie,

Rev

lon

and

Chi

na G

laze

Meet Our Team

33

Meet Our Team

LAUREN KELLY CHRISTINE

Kelly Fishback is a sophomore Integrated Market-ing Communications major from Rochester, NY. When she’s not studying or playing tennis, you can find her reading Harper’s Bazaar, watching Break-ing Bad, or listening to music. She is a fashion editor at the Ithaca College magazine, HFS Magazine, and aspires to work at a fashion magazine in New York City.

Kelly makes every day an occasion with OPI’s “Russian Navy.”

Christine Benway is a sophomore Integrated Mar-keting Communications Major at Ithaca College. Growing up in the Adirondacks, Christine loves be-ing outdoors and spending time with her friends and family. She is a varsity athlete on the Ithaca College track and field team and loves the rush of excitement that comes with competing. After college, Christine as-pires to succeed in the business world by working at an elite advertising agency in New York City or Boston.

Christine makes every day an occasion with OPI’s “Royal Flush Blush.”

Lauren Quigley is a sophomore Integrated Mar-keting Communications major and Legal Studies minor at Ithaca College. A native of New Jersey, she loves Wawa macaroni and cheese and trips to Soho. When she is not watching Revenge, tweeting, or painting her nails, she is most likely catching up on the latest entertain-ment news and gossip. Lauren hopes to work at a music or entertainment compa-ny in Los Angeles or New York City.

Lauren makes every day an occasion with OPI’s “I’m Not Really a Waitress.”

34

Meet Our Team

SARAH DOMINIQUE MONIFA

Sarah Duchano is a sophomore at Ithaca College majoring in Integrated Marketing Communica-tions. Hailing from Rochester, New York, she en-joys Thai food, running, beautiful summer days on Nantucket Island, and Chunk from The Goonies. She also makes a mean batch of guacamole. After graduating from Col-lege, Sarah hopes to one day acquire a position in a Boston-based ad agency as either creative or art director.

Sarah makes every day an occasion with OPI’s “Romeo and Joliet.”

Dominique Brown is a sophomore Integrated Mar-keting Communications major with both French and International Communications minors. Domi-nique enjoys writing, fashion blogging, and spend-ing time in New York City. With her own personal fashion blog entitled Fashio-nique by Dominique, she aspires to work in fashion PR. Her ultimate goal is to be the head of public relations for both NY and Paris Fashion Weeks.

Dominique makes every day an occasion with OPI’s “Do you Lilac It?”

Monifa Brooks is a sophomore Integrated Market-ing Communications major with an International Communications minor at Ithaca College. Monifa enjoys sports, music, and social media. When she graduates, she would like to work in a few industries ranging from sport digital media to fashion public relations. She is determined to have a career that doesn’t feel like work because she can always find the bright side of each day.

Monifa makes everyday an occasion with OPI’s “Blue My Mind.”