thebook
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Presents
VISIONARYADVERTISING
ONE
Table of Contents:
-Company and biographies -Product -Advertising Objectives -Target Audience -Overall Theme -Creative Brief -General Approach -Media Vehicles -Social Media Tactics -Timeline -Budget -Advertisements
Located in Chicago, at Visionary Advertising we start with a vision, then work our way down through the details to accomplish our goals. We strive
to inspire a creative culture by allowing our employees to work in a collaborative environment everyday. We believe that through
collaboration, we achieve the best results. We pride ourselves in the relationships we build with our clients.
TWO
Visionary Advertising
THREE
Mariana is a High Point University graduate where she majored in Strategic Communication and minored in French. While there she was a part of a sorority and the president of the Big Brother Big Sisters program. She is from Nantucket, Mass. Mariana has always had a love for languages and communications. She is fluent in four languages. She is passionate about advertising and loves a new challenge!
Kayla graduated from High Point University with a BA in Strategic Communication and a minor in marketing. She served as Public Relations chairman in her sorority, Tri Sigma, where she was able to excel on her communication and graphic design skills. As a full-time student and part-time student employee, she devoted all her time to her studies and work and vowed to do the same beyond graduation. Her passion for advertising and graphic design has been an essential aspect to the team.
Holly is a High Point University graduate where she completed a BA in Strategic Communications. She has background working at a public relations firm which developed her love for communications. She love traveling and spent a semester abroad in Italy where she was able to dive into a new culture. Holly’s competitive spirit makes for a great fit in the advertising industry.
Emily is a High Point University graduate where she majored in Strategic Communication and minored in event management and marketing. While there she was apart of a sorority and Big Brothers Big Sister. She is from New Jersey where she interned with a marketing company. Her passion for advertising comes through in her communication skills.
Executive Creative Director Lead Copy Writer
Executive Media Director Graphic Design Director
FOUR
Illusion Ink offers highlighters that feature special ink formula which
vanishes in up to four months. The short lifespan of this ink is ideal for
college students who rent textbooks for one semester at a time. These
highlighters are sleek and come in several different colors, so every
student can show their personality with their highlighting.
Your Product
FIVE
Advertising Objectives • Build brand awareness among college students by December 2017
• Communicate why the product is unique
• Increase demand and sales
• Goal = sell 3 million units by Dec. 2017
• Interact with consumers through social media accounts
Success will be measured by: CPC: our website and social media will be assessed by the number of clicks on the page Tracking purchases: purchases made at B&N and Wal-Mart will be tracked Promotions: discount codes and URL links will be tracked when consumer enters details online
SIX
Target Audience
These college students are between the ages of 18 and 22. They want
the cheapest option for their textbooks as they have to purchase new
ones every single semester. Education is a priority for them, and they
have to make their marks in order to retain the information they are
learning. Therefore, the rule of no highlighting and writing in rental
textbooks does not work for them. They want the freedom to learn as
they please. They are looking for a way to do this without breaking
the bank.
VALS: Experiencers These consumers are high-resource and motivated by self-expression.
They are the youngest of all segments. They are avid consumers who
spend money on clothing, music, and other favorites, with a particular
emphasis on new products and services.
The target audience can be described as experiencers. Through our
advertising, we want to appeal to them and encourage them to buy
Illusion Ink highlighters and have yet another experience with a new
product.
SEVEN
Macro-Environment
• With textbooks going digital, there will be no need for a highlighter;
therefore, there could be a decline in product sales.
• Back-to-school season is a very busy season for new product
release. There will be competition among the product and well-
known companies such as Sharpie.
EIGHT
Campaign Strategy
NINE
TEN
Overall Theme
The theme of our advertising campaign is magic. Since the ink
formula vanishes, we recognize that this is a magical concept. This
is not only toward the highlighter, but also the consumers will start
magically saving money. The advertising campaign revolves
around this concept.
ELEVEN
Creative Brief
Media Plan
TWELVE
General Approach
Our 6-month plan is to debut the advertising campaign during back-to-school season. This specific back-to-school season will be catered to college students as it will start before the beginning of a new semester (July) and end at the beginning of another new semester (January). Seventeen is a very popular magazine with about 6,089,000 readers who are typically female ages 12-24 years old. These women are also typically college students who would be looking for a product like this.
For Out of Home advertising, we have chosen to focus on Barnes & Noble and Wal-Mart. There are 748 Barnes & Noble college campus stores across the country that sell college apparel, school supplies, and provide rental textbooks. This is the ideal location to advertise in as students will often be exposed to it. Wal-Mart stores, similarly, are located around several college campuses around the country. Students tend to go there before the semester starts to buy their school supplies as they advertise a cheap and wide range of products.
THIRTEEN
Media Vehicles
Magazine:
• Seventeen
Out of Home:
• Poster for retail stores
• Rental textbook insert
Social Media:
FOURTEEN
Social Media Tactics We have created social media accounts such as Facebook and Instagram to promote Illusion Ink as well as to generate buzz. Instagram is a top-leading social media outlet for people in the target audience. Users share and view pictures.
FIFTEEN
Social Media Tactics Continued Facebook is also a very popular social media platform for college students as well as parents. Although the target audience is not the main group of active users, it is still beneficial to advertise here because parents will be looking at Facebook for purchasing inspiration.
SIXTEEN
July—Release first print advertisement for Illusion Ink in the July/August digital edition of
Seventeen; launch OOH advertisements in Barnes & Noble bookstores on and off college
campuses.
August—Release book insert advertisements for rental textbook companies like
Chegg and Amazon to send to their customers along with their books.
September—Continue OOH advertisement at bookstores throughout college
campuses.
October—Launch advertisements in retail stores such as Wal-Mart.
November—Release online advertisement on Barnes & Noble’s website.
December—Send more book insert advertisements to rental textbook companies
for the start of the new semester; re-launch digital advertisement in Seventeen.
Timeline
SEVENTEEN
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! Medium!
Media!
Position!
Media!Vehicle/!Type! Location!
Frequency!
No.!Time!(Months)!
Amount!
For!1!part! Total!
Magazine!Seventeen!!!!!!!!!Lifestyle!! ! !!!!!!!!!!!!!!!National! ! 1! ! 2! !!!!!!!!!$25,000.00!!!!!!!!$150,000.00!! ! ! !!!!!!!!(Full!Page!Ad)!
Textbook!!!Book!Insert! !!Chegg,!Amazon!!!!!!!!!National! ! 20! !!!!!!!!!!!40! ! $300.00! $12,000!
!
Retail!!!!!!Barnes!and!Noble!!!!!!! ! ! National! ! 1! ! 3! ! $28,772.00! $86,316.00!Stores!!!!!!!!Digital! ! ! ! ! National! ! 1! ! 6! ! $4,225.00!!!!!!!!$25,350.00!(CoWop!ads)!
!!
WalWMart! InWstore!ad! ! !!!!!!!!!!National!! !!!!!!!!!!!1!! !!!!!!!!!!!3!! !!!!!!!!!$23,277.00!!!!!!!$69,831.00
! ! Digital!! ! !!!!!!!!!!National!! !!!!!!!!!!!1!!!!!!!!!!!!!!!!!!!!!!!!!6!!!!!!!!!!!!!!!!!!!!!!!$4,225.00!!!!!!!!!$25,350.00!
Social!!!!Instagram!!!!!!!Digital! ! ! National! ! 1! ! 2! ! $4,935.00!!!!!!!!$9,870.00!
Media! !!Facebook!!!!!!!!Digital! ! ! National! ! 1!!!!!!!!!! ! 6! ! $495.00! $2,970.00!
Budget
EIGHTEEN
Media Actual
Magazine $150,000
Book Insert $12,000
Retail $206,847
Social Media $12,840
Magazine
Book Insert
Retail
Social Media
Total Spent: $381,687 Budget Total: $400,000 Remaining Difference: $18,313
NINETEEN
Seventeen Magazine
Seventeen magazine reaches 15 million online and print readers each month, making it the largest monthly teen media brand. The average audience are females between 12 and 24 years old. Compared to other fashion magazines such as Glamour, Teen Vogue, and Allure, Seventeen magazine is most successful in the age category of 18-24. Other advertisements featured in this magazine include products ranging between fashion, beauty, and trendy products. Illusion Ink would fit well in this magazine because it relates to their target demographic. Illusion Ink is most useful for students and this magazine has high exposure to that group of people. We are advertising in their digital edition of the magazine because college students tend to read their magazines online, so consumers are more likely to see it in the digital copy.
TWENTY
Seventeen magazine TWENTY-ONE
Retail Co-op Poster
• Barnes and Noble prides itself on supporting the academic aspirations and ventures of its consumers. Several college bookstores are partnered with Barnes and Noble, so college students are often in this store. B&N also sells rental textbooks so college students pick their books up at the store.
• Wal-Mart is known for “Saving people money so they can live better.” School supplies are fairly cheap compared to competitors such as Staples, so college students tend to do their shopping at this store. There are also many locations surrounding college campuses.
We will be advertising in-store as well as with adverts on the websites for both stores.
TWENTY-TWO
Barnes & Noble poster TWENTY-THREE
Wal-Mart poster TWENTY-FOUR
Textbook insert
Rental textbook companies such as Chegg and Amazon often put
advertisements in their packages to send to students. This is a direct out-
of-home advertising tactic to reach consumers. They will most likely see
this advertisement when opening their textbook package. Since Illusion
Ink highlighters and rental textbooks go hand and hand, this allows
consumers to associate the product with their books. This advertisement
also features a discount for consumers to use on their first purchase.
TWENTY-FIVE
Textbook insert
Disappears in your book.Reappears in your mind.
No longer a disappearing act of your money.
Tired of spending money on textbooks? With Illusion Ink highlighters, you can now highlight in rented textbooks without leaving permanent marks. Return your books to the rental company without any fees attached.I bet this was easier than you thought.
Illusion InkLearn more at www.illusionink.com and use code INK10 for 10% off your first purchase. @IllusionInk
TWENTY-SIX
Now it’s your turn to watch magic happen!
VISIONARYADVERTISING
TWENTY-SEVEN
Visionary Advertising 909 N. Michigan Avenue
Chicago, IL 60611 TEL: 847-679-3458
Contact: Holly Llewellyn [email protected]