integrated marketing communications plan presented by: will chang, cort highfield, matt renton &...

Integrated Marketing Communications Plan

Presented By:

Will Chang, Cort Highfield, Matt Renton & Ashley Bunce

Professor Donna Wertalik

1.1 Table of Contents True Vision Solutions- The Agency

Who Is Our Client Who is Plaid Avenger? 1.2 Executive Summary Where They Came From- The Past Where They Want to Go- Future How We Will Get There 2.0 Corporate and Brand Strategies

o 2.1 Corporate Image Strategyo 2.2 Brand Development Strategyo 2.3Brand Positioning Strategyo 2.4Public Relationso 2.5E-Active Marketing

Promotional Opportunities Analysiso 3.0 Communications Market

Analysiso 3.1.1 Competitorso 3.1.2 Opportunitieso 3.1.3 Target Marketo 3.1.4 Customerso 3.2 Distribution Strategy

4.0 Integrated Marketing Communications Managemento 4.1 Communications

Objectiveso 4.2 Communications Budgeto 4.3 Agency Selectiono 4.4 IMC Evaluation

1.1 Table of Contents 5.0 IMC Objective One: Consumer

o 5.1 Objective One Budgeto 5.2 Advertisingo 5.3 Media Plano 5.4 Consumer Promotionso 5.5 Database Managemento 5.6 Sponsorship, Cause-Related, and

Green Marketing Programso 5.7 Alternative Marketing Programs

6.0IMC Objective Two: Distribution Channelo 6.1 Objective Two Budgeto 6.2 Advertisingo 6.3 Media Plano 6.4 Trade Promotionso 6.5 Database Management

7.0 IMC Objective Three: Business to Businesso 7.1 Objective Three Budgeto 7.2 Advertisingo 7.3Media Plano 7.4 Business Promotionso 7.5 Database Managemento 7.6 Sponsorship, Cause-

Related, and Green Marketing Programs

Appendix

Who We Are

Our Mission: “We aim to make one man’s vision visible to others”

Our Members: Cort Highfield, Will Chang, Ashley Bunce and Matt Renton

Who Is Our ClientThe Plaid Avenger

“ Don’t Just Hear the News, Understand the News”“ A Unique Educational Experience”“International Geography Crime Fighter… fighting for a creative learning experience”

Mission Statement: “Educating the country through an entertaining textbook that students can relate to.”

The Plaid Crew:John Boyer- [email protected] Pritchard- [email protected]

Who Is Plaid Avenger

The Plaid Avenger is a fictional character that was created by John Boyer to be the main character in his World Region textbooks and comics. The textbooks and comics feature the Plaid Avenger as a superhero who travels the world protecting the public by educating them about the world news. The character is an extension and tool that John Boyer uses to make his product unique and teach the news in a comical and educational way.

1.2 Our Executive Summery

Client – World Regions professor with unique textbook and teaching method

Consumer Strategy – Reach out to students and professors at other campuses across the nation

Set up production of smaller, more marketable book

Target – Younger, new professors; students

Sponsorship – Contact international organizations to gain their support

Where They Came From History

John Boyer always felt that textbooks for World Regions were too expensive for students and so he never had a textbook for his classes. Boyer had all of these lecture notes for his classes throughout the years and Klaus his comic artist came up with an idea of a comic textbook idea that John Boyer could create. The textbook was a revolutionary idea because it taught students in a unique way. Boyer wanted a textbook that students actually wanted to read and wasn’t just educational but also comical so that students didn’t get bored.

Since the books release the textbook has been used by twelve professors across the nation and also recently in the Libya where protestors have used characters from the textbook.

Where They Want To Go As we can see from past cases, there is major

potential for Plaid Avenger to create a whole new revolution of textbooks and education.

True Vision Solutions plans to take the vision and mission of Plaid Avenger through different marketing strategies geared to national awareness, expansion, and funding.

Two Year Goals: Widely watched podcast show, Textbook adoption in 200+ universities, monthly comic book on current events, and be on TED Talks Five Year Goals: High School and Junior High editions of the Textbook, nation wide TV show, Professional keynote speaker at Conferences.

How We Will Get ThereThrough various research efforts, we will:

o Expand our knowledge on previous textbook and comic book marketing strategies and improve the plan.

o Gather information through surveys on what students look for in a textbook and comic book and what would get them interested in demanding these outside of Blacksburg

o Create awareness programs targeted towards Teachers/Faculty and students, as well as corporate and professional organizations for funding, support and sponsorship.

o Build Continuous branches of the brand and product to revolutionize and expand Plaid Avenger

2.1 Corporate Image Strategy The Corporate Image is the consumer perception of the

corporate entity behind the brand. A positive corporate image can greatly increase the speed of a new product adoption because of credibility. Corporate Image is also affected by the chosen marketing tactics used by the company. Image John Boyer- We believe the image of John Boyer helps to define the company of Plaid Avenger. We want to expand not only the products offered by the image or the organization. This will help in the expansion into future markets such as TV shows and being a Keynote speaker.

Marketing Tactics-o Advertising: Print ads in education magazines, Online Ads, Outdoor

boards, TV commercials, o Events: Book Fairs, Book stores and signings, Comic book conventions,

School eventso Direct Marketing: Emails to Colleges, Book Publishers, Stores,

advertising agencies, build on current success of YouTube Channel and Podcasts

2.2 Brand Development Strategy

Brands are the identity of a specific product or service. They should distinguish the product or service from the competitors and help with the recognition and recall.

Insert Plaid

avenger logo and

saying

What Makes the Brand Unique: o Its an entertaining twist on real world events. o Provides fun, educational textbook and comic books. o Comical but still has important information.o Only textbook like this out there.o So many extensions of the textbook ( Podcast, comic

book, live chat, and future extensions of TV show and keynote speaker)

Brand Elements to improve on:o How can we start a new genre of teaching and education ( Comical, Fun,

Interactive)o Research if the brand is part of the niche marketo Break into the Bookstore published market ( Move past just textbooks)o Branch into the Online Textbooks and Schools

2.3 Brand Positioning Strategy

Brand Positioning is the place in the mind of the target market that product or service holds.

Our goal is to position Plaid Avenger as a entertaining, education, and interactive way to learn about world issues.

A textbook that students never complain about and enjoy reading

o This is proof the product is working The first textbook of its kind to involve college interests and humor to world issues and events. Its educational without even realizing it

2.4 Public Relations Through public relations, we will expand the brand

of Plaid Avenger, nationwide.

Sponsorshipso Educational Blogso Notebooks ( 5-Star)o Colleges

Events Marketingo Book Fairso Comic Book

Conventionso College Visits

Campus Rep Team

o Campaignso Book Signings

Cause-Related Marketingo College Scholarship Fund

Have a crazy essay contesto Donate a $1 to world issue or educational

fund for every textbook Potential Projects include: Transparency

International, Micro-lending, International Read Cross, Project Esperanza

2.5 Digital/Social Media

Social Networks

o Facebooko Twittero Blogspoto MySpaceo Linked-In

Online Discussionso Blogso Forumso Consumer Reviewso Surveys

Emailo E-mail marketingo E-mail newslettero Viral Marketing

Websiteo Interactive

webpageo Live chatso Podcastso Product store

Through public relations, we will expand the brand of Plaid Avenger, nationwide. o Our Virtual strategy is to grab the attention of college students and try

to get them to engage in the web offerings of Plaid Avenger ( online readers, podcasts, website). We want them interested in going to the site to find out more by the tactics of….

3.0 Promotional Opportunity Analysis Promotional Opportunity Analysis: The process marketers use to identify target

audiences for a company’s goods and services and the communication strategies needed to reach these audiences.

The process is done through the examination of our:o Competitors -both direct and indirect

o Opportunities -Events, Sponsorships, social media, cause-related

o Target Market -Students and Faculty. Eventually branch into other market

o Customers - the purchaser ( the university) & the influencer ( the students)

3.1 Communication Market Analysis

Communication Market Analysis: the process of discovering the organizations strength and weaknesses in the areas of marketing communication and combining that information with the analysis of opportunities and threats in the films external environment. Media Usage Habits of Target Audienceo Facebook, Twitter, and other social networkso Print ads in magazines with world issues o direct mail and emailso Online blogso Print ads on campuso Bus graphic wrap adso Campus rep speakers

Media use of competitorso Look at how other textbooks market

No textbook targets the students and engages the students like Plaid Avenger

o Look at other online E-activities for textbooks

3.1.1 Competitors Competitors: There are approximately 4352 Universities and/or colleges in the United States and only 12 of them are currently using the Plaid Avenger Textbook. Our competition resides in the idea of every other textbook or form of educational material, specifically for world regions courses.Finding ways to prove we are different and better then the traditional way of teaching. o We need to find ways to connect with Professors and push

them away from traditional teaching methods and textbooks into this new wave of learning

Direct: Traditional TextbooksIn-direct: quick reads on world issues, magazines, non educational outlets, non- educational comics

3.1.2 Opportunities

Opportunities: Plaid Avenger is a completely new concept of teaching in the world of education.o Our opportunities are almost endless in the idea

that it has created a fresh new market for education with no other products like it in the field

o Plaid Avenger has the possibility to be sponsored by a large charity organization that it can partner with

o Has a comic book and famous character to complement and strengthen the textbook we are trying to sell

The comic book is given away for free– even if 1 in every 50 sells a textbook, its still helping to make a profit

3.1.3 Target Market Target Markets: Primary focus is students and professors at the University level. Eventually, a focus will also be placed on students and teachers at a high school level.Demographicso Students: ages 18-26, income is minimal, variety

of interests, some college educationo Faculty: Ages 26-60, middle class, concentration in

world issues, college educated.Lifestyleo Student: media oriented, interactive, interest in learning,

sick of old fashion learning o Faculty: passion for teaching, wants to engage students,

looking for new ways to inspire students

3.1.4 Customers Customers: We have to keep the interest of customers and support people who buy our book, which is easy since Boyer already has a live office hours for anyone who wants to visitPurchaser:

o The college/ school boardo The professoro Parentso Students

Influencer:o Students should demand the booko Faculty

3.2 Distribution Strategy Distribution: Distribution can vary upon where textbooks

are sold. Primary in school bookstores as well as online (Publisher, Amazon.com, etc). Eventually, We plan to get a new version of the textbook into retail stores such as Barnes and Noble and Borders Bookstore. We can send out free comics, web links, and other products to anyone we want. o We plan to focus our efforts on brand awareness and

retention, which in return will bring in more distribution needs and benefits. Internet:

Social Networks Interactive website Direct emails Surveys Blogs/ blog ads

Print Advertisements:

magazines Wrap ads on

campus buses

Word Of Mouth: Direct Phone

calls Keynote speaker Campus rep team

4.0 Integrated Marketing Communication Management

Integrated Marketing Communications (IMC): is the coordination and integration of all marketing communication tools, avenues, functions and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost. Marketing Plan

o Objectiveso Budgeto Strategies/ Tacticso Evaluation of Performance

4.1. Communication Objective 1. Brand Awareness

o We want the national attention with the brand of plaid avenger. This awareness needs to be generated through the marketing efforts and and brought to the attention of the target audience.

2. Generate Demando Most students don’t realize that education and textbooks can be fun

and interested to engage in. They are so used to the old way of thinking and learning that they have never thought to demand a new form. Our goal is to get the students interested in the product and the idea of interactive, exciting ways of learning. We want the students to be engaged in this process and be asking the professors for this textbook.

3. Create Positive Response and Interactiono We want the students to be engaged in this product and interact

with it. The online website provides many opportunities for students all over the world to interact with the product and John Boyer. We want the positive understanding that this is a unique product and world issues should be something everyone should want to learn more about.

4.2 Communication Budget Objective and Task Method: Based on our objectives

we plan to use the objective and task budget. We plan to use this budget because we will relate our goals and objectives to each specific task that needs to be accomplished. o Around $2,000 is the starting budget for the tasks

needed to be accomplished in the first year. o A lot of our marketing tactics ( i.e. emails and social

networks) require little spending

4.2 Communication Budget

4.2.2 Sources of Budget

Sponsorships- Eventually want to be a major source of income

Textbook Sales ( 10 percent goes comes back to Professor Boyer and the Plaid Avenger Team)

Initially may need to come from pocket but after promotion of brand, sales will dominate the source of income.

4.3 Agency Selection #1Martin Agency

Martin Agency: Experience and visions from top agencies around the world

o "US agency of the year” Adweek January, 2010o "Ranked #4 in the US" Advertising Age Agency A-list 2010o CEO is a VT Alumni and may be willing to help or discount from this

connectionOfferings

Brand First Entertainment non-traditional and experimental campaigns with extra-ordinary success Consumer forensics Data Analytics Direct Marketing Advertising

List of Clients American Cancer Societ ESPN3.com Geico Microsoft Pizza Hut

4.3 Agency Selection #2Red Venture

Red Venture Agency – An online marketing services company that acquires new customers on behalf of brands in a variety of vertical markets.

Clientso Satellite Televisiono Home Security Monitoringo Internet Services

Offeringso Search Engine Marketingo Search Engine Optimizationo Online lead generationo Online affiliate worko Distributed Sales Forceo Direct Mail and Shared Mailo New Mover Programso Strategic crosso Sell and up sell partnerships

4.3 Agency Selection #3Stimulus Advertising

Stimulus Advertising: “WE BELIEVE IT COMES DOWN TO DELIVERING THE RIGHT MESSAGE TO THE RIGHT AUDIENCE IN THE MOST EFFECTIVE WAY”

Media Offeringso Advertising, Print, Portfolio, Publication, Design, Packaging, Design,

Outdoor Advertising, Web Design, Web Development, Web Design portfolio, Web hosting, Search optimization, Marketing and Branding Tactical and Strategic Marketing, and Brand Support.

Clientso Virginia Tourism o Clienteleo Mincomo Brady and Crist Dentisto Life Support Teamo Virginia Downtown Development Association

4.4 IMC Evaluation Previous Marketing Tactics Used:o Publishing Company Sent out Flyers to Contracted Schools (

Example on next slide)o Word of Moutho A variety of media forms have used Plaid Avenger in their

Publishing's and storiesMeasured Results:o No formal measured resultso Book has been picked up by 12 schools using these tactics

What Has Worked In the Past With Other Textbooks:o Previous Textbook marketing has been very traditional

and done through the professor or publishero We plan to implement Representatives and

Advertisements to expand away from the traditional marketing tactics.

Flyer-Made By Publishing Company

Research & Comparison

Zogby International, a noted survey-research firm, surveyed faculty on Textbook Usage, Zogby’s finding included:

o 84% believe students absolutely need a textbook to complete their course Plaid Avenger is ( of course) a textbook. It also goes beyond the

traditional textbook format and expand onto an online outlet with is important in this digital era.

o 80% say it is important for textbook materials to be as current as possible Plaid Avenger is up-to-date current events and material along with

constant updates online and personal interaction for most recent information.

o 86% require or recommend the use of supplemental materials with a textbook Plaid Avenger goes beyond traditional supplemental materials with the

website, podcasts, live chats, and comic books. o 74% say they place higher importance on effectiveness rather than price when choosing

ao learning tool

Plaid Avenger is interesting, fun and interactive which is very effective when educating college students. However, improvements in this area can be made by finding ways to reduce the price of the book and/ or add extra value to the book to make it worth the price, (i.e. Cause related Marketing).

5.0 Integrated Marketing Communication Objective One

Consumers Consumer Advertising:o Marketing towards individuals ( target audiences) that

can be directly influenced by product benefits. o Trying to effectively intersect the consumers path

Plan to Influence Consumers By:o Cause Related Marketing Tacticso Promotionso Word of Moutho Campus Rep Teamso Online Advertisemento Websiteo Outdoor Advertisements

5.1 Objective One Budget

5.2 AdvertisingGoals

o Build Brand Awarenesso Create Strong Brand recognition and imageo Encourage Purchase of Textbooko Encourage students to demand the textbook on

University Campus’Message Theme: o When students think Plaid Avenger they know it’s

a Unique Educational Experience… and it’s “ more then a textbook… it’s a world regions Experience”

Constants:o Budgeto Large mass we are trying to attract with a far

reach ( United States)

5.2 AdvertisingProduct Attributeo Textbook and Comic Book with interactive website

Consumer Benefito Educational, entertaining, Unique

Leverage Pointso Completely different then any other textbook on the

marketo New, innovative way of thinking

Personal Values ( ASK CLIENT MORE VALUES)o Education, Awareness, innovation, creativity,

inspiration and taking action

5.2 AdvertisingAppealso Rational & Humor

Executional Frameworko Animation- Plaid Avenger is a cartoon comic charactero Testimonial o Slice of lifeo Informative

Fighting the Cluttero We plan to reach the consumer by showing how

unique this educational experience iso We will also use a variety of advertising techniques

that has never been used or seen done by other textbooks.

5.3 Media Plan

Traditional Mediao Direct Mail: Email and postcardso Flyers and campus awareness

E Marketingo Social Networks: Facebook, Blogs, Twittero Podcasts, blog on websiteo Interactive Websiteo YouTube Channel

Viral Video Expansion of brand videos and informative

Outdoor Marketingo Bus Wraps marketing

5.3 Media PlanJan Feb Mar Apr May Jun July Aug Sep Oct Nov Dec

Outdoor

Promotions and Events

Social Networking

Sponsorship

YouTube

Websites

Cause-Related

5.4 Digital PromotionsFacebook

TwitterLinkedInWebsiteo Already a well-established website

E-mail ListServ

o Key is to keep everything updated regularly and keep people involved

5.5 Database Management

Keep comprehensive list of:o Prospective collegeso Prospective sponsors/organizationso Current collegeso Current groups/organizationso People to contact / already contacted

Also track social media followerso Incorporate people across different social

media outlets and into e-mail notifications

5.6 Sponsorship & Cause Related

Cause Related• National Children’s Literacy organization “Because Children Need to Read”- For every textbook sold 4% of the profits goes towards fighting children illiteracy and successful reading. •Transparency International “The Global Coalition Against Corruption”- Profits from the textbook and comic sales can go into fighting corruption around the world. •Speaker Series- The Plaid Avenger can appear in costume to inner city children or teenagers and do a geography lecture to spread awareness about world events and his own product.

Sponsorship• Project Esperoniza- Helps the poor in the Dominican with the community here at Tech. • GreaterGood.Org- Contribute to Children’s Literacy by donating books.• Japan Tsunami Relief- Red Cross, Global Giving, and savethechildren are all sites dedicated to helping the disaster. Partnering with them would look good to the public eye.• Red Cross International- Largest Humanitarian and development network with millions of volunteers and the logo is recognized world wide.

5.7 Alternative Marketing Programs

Word of Mouth •Since Plaid Avenger is smaller using guerilla marketing tactics to create “Buzz” is something to look into. Social Networking Sites •Twitter, Facebook, Classmates.com, Stumbleupon

Co-op Advertising •This allows you to advertise for half the cost and to get prime advertising space

Charity Promotion •The purchase of products result in donation to charity.

6.0 IMC Objective TwoDistribution Channels

Distribution Channels: traditional channels, nontraditional channels and electronic channels are used with the message or theme to aid in the promotion of informationTraditional Channels

Print AdsDirect Mail

Nontraditional Channelso Eventso Campus Rep Teamo Word of Mouth

Buzz marketingElectronic Channelso Social Networking Siteso YouTubeo Website

6.1 Objective Two BudgetDistribution Channels

6.2 AdvertisingGoalso Brand Awareness within Distribution Channelso Create Strong Brand recognition and imageo Encourage Actions ( Purchase of textbook, donation, website visits)

Message Theme: o Unique Educational Experience… and it’s “ more then a

textbook… it’s a world regions Experience”Constants:o Budgeto Cooperation of Channelso Finding new Channels

Distribution Channels

6.2 AdvertisingProduct Attributeo Easy distribution through publisher

Consumer Benefito Reduce search time, confident in producto Readily available

Leverage Pointso Organized distribution o Efficient and supportive

Personal Valueso Education, Awareness, innovation, creativity,




Executional Frameworko Animation- Plaid Avenger is a cartoon comic charactero Testimonial o Slice of lifeo Informative

Fighting the Cluttero We plan to reach the distribution channels by helping

them with advertising and expansions of success. o We will also use a variety of advertising techniques



6.3 Media PlanTraditional Mediao Direct Mail: Email and postcardso Flyers and awareness within distribution

channels





Direct Mail

Promotions

Social Networking

Sponsorship

YouTube

Websites

Flyers


6.4 Trade Promotions Trade Promotions are a great way to increase

short term sales by decreasing the price of the end item to the consumer.

Typeso In store displays- The Plaid Avenger could make himself stand out more with more in store displays like floor stickers, carton displays, banners, signs, or feature display. oTemporary Price Reduction- Packaging the Plaid Avenger products into discounted bundles where consumers receive both a comic and a textbook with a Plaid sticker. oSampling- The consumer can sample the textbook online to see whether or not they like it. This way consumers are able to cure their curiosity and experience the product first hand.

6.4 Trade Promotions

oCooperative Merchandising Agreement- It’s a more aggressive marketing approach where the retailer is given payment and in return Plaid is able to purchase shelf and advertising space. The Plaid Avenger can really improve brand exposure and consumer awareness with this agreement.

oPromotional Allowance- Pay retailers extra for the premium shelf space in order to maximize exposure time.

oPull Advertising- Follow traditional media advertising where the Plaid Avenger goes on radio, has a billboard, TV, and print ads to pull the consumer into the website or bookstore to buy the textbook and comic.


Use mostly Facebook and Twitter to keep track of people interested; lots of interaction and updates

Inter-link social media pages with website – announce new plaidcasts, generate interest

Track people that go to site – Use cookies to figure out where people are going to and coming from

7.0 IMC Business-to-Business

Business-to-Business Marketing: the practice of individuals, or organizations, including commercial businesses, governments and institutions, facilitating the sale of their products or services to other companies or organizations that in turn resell them, use them as components in products or services they offer, or use them to support their operations.

Businesses we are trying to focus on:o Sponsorshipso Universitieso Government Organizations

7.1 Objective Three BudgetB2B

7.2 AdvertisingB2B

Goalso Brand Awareness within other Business, Universities, and

government organizations. o Create Strong Brand recognition and imageo Encourage Actions ( Purchase of textbook, donation, website visits)

Message Theme: o Unique Educational Experience… and it’s “More Than a

Textbook… it’s a World Regions Experience”Constants:o Budgeto Cooperation B2B Channelso Finding interested schools and businesses

7.2 AdvertisingProduct Attributeo Unique and Educational way to engage people in

learning about World Regions Consumer Benefito Reduce search time, confident in producto Readily available

Leverage Pointso Organized distribution o Efficient and supportive

Personal Valueso Education, Awareness, innovation, creativity,


B2B


Executional Frameworko Animation- Plaid Avenger is a cartoon comic charactero Testimonial: Of Universities that have teamed up with

Plaid Avenger and use the textbook in their classes. o Slice of lifeo Informative

Fighting the Cluttero We plan to reach other businesses by helping them

with advertising and expansions of success. o We will also use a variety of advertising techniques


B2B

7.3 Media PlanTraditional Mediao Direct Mail: Email and postcardso Flyers and campus awareness



Non-Traditionalo Eventso Word Of Mouth

B2B


Direct Mail

Promotions

Social Networking

Sponsorship

YouTube

Websites

Flyers

Word Of Mouth

B2B

7.4 Business Promotions- DIGITAL

Create marketing campaign specific to causeo Detail how a relationship with Amnesty International or

Transparency International Use art to advantage to spread word

Not about selling, but getting attention Create general ads to put on website/social media to generate

interest

B2B


Keep a list of schools and their statuso Contacted or not, declined or accepted book,

etc.Send businesses to website / social

media pages to show them our product and all the things that come with it

B2B

7.6 Sponsorship & Cause-Related

Cause Related Marketing (CRM)Form a strategic alliance with an non-profit organization to gain mutual benefits. Example: HP and Livestrong. CRM strategy1. Define your territory 2. Develop the CRM concept3. Choose a partner4. Implement a campaign. This strategy allows for more publicity and improved brand image.

Campaigning for good holds a special place in consumers these days. Corporate Social responsibility o Old school way of doing social good by corporations o The Plaid Avenger could get involved with or create an Philanthropy by

setting up an Plaid foundation for the world and make it non-profit. o This method is doing good with the least amount of effort and money

good for smaller companies.

B2B

7.6 Sponsorship & Cause-Related Cont’d

Strategic Corporate Philanthropy o More new school with Charity Promotion o Charity Promotion involves the purchase of products

resulting in a donation to the charity that Plaid is supporting.

o Consumers are more willing to pay for an item that has a charity connected to them because it makes them feel better about their purchase and that they did an act of good will.

o Example: Kenneth Cole “Have a heart, give a sole” was a charity promotion where the customer could bring in a pair of old shoes and get a discount on a new shoe at the store.

o Strategic doesn’t take a huge investment, customers purchase more Plaid products, and it creates internal marketing.

Online College Campuses

University of Phoenix

F0r-Profit Institution of Higher Learning with 420,700 undergraduates and 78,000 graduate students.

o Has over 200 campuses worldwideo Over 100 degree Programso In over 40 states, D.C, Puerto Rico, Canada, Mexico, Chile

and The Netherlandso Uses eCampus software

How this will benefit Plaid Avengero Brand Recognition and Awareness

What Plaid Avenger Can Do:o Become a faculty member and create online

courseo Have the a world regions class use the book

o New Distribution Channelso Strong Encouragement for Purchase

Conclusion

Our aim is to help a visionary professor market his educational tool

We plan to spread the brand’s reach by targeting students, professors, and universities

Our Key Points:o Expand into the Online Educational Marketo Create a Campus Rep Team across the nation

at a variety of Universitieso Expand brand across social Media Networkso Gain support from sponsor organizations

Appendix: Table of Contents

SurveyCreative Materials

Total BudgetReferences

Survey Of Students

Polled 100 Random StudentsVariety Of Colleges:

o Virginia Tech, SUNY Albany, High Point University, Washington College, West Point, JMU, Syracuse, WVU, Duquesne, VMI, Florida Atlantic, and others

ResultsCharts

Results

What Makes Textbooks Likable?o Easy To Reado Real World Exampleso Pictures/ Graphs/ Coloro Sections are broken up and dividedo Speaks in an understandable languageo Cheapo Portableo Entertainingo Supplemental videos or interaction

online

Popular Answers to Short Answer

What Makes you Dislike a Textbook?o Hard to Read, too Much Texto Very big and heavyo Too Expensiveo Boringo Out of Dateo Small font, no illustrationso Long Chapterso Hard to understand terminologyo Doesn’t Capture my Interest

Creative’s

Total Budget

\Total Budget Cont.

ReferencesLepionka, Mary Ellen. "How to Compete in the College Textbook Market." Teaching Point (2003): n. pag. Web. 17 Apr 2011. <http://www.teaching-point.net/pma_09.2003_Compete_College_Textbook_Market.pdf>.

"The Higher Education Textbook Market." Association for American Publisers (2006): 1-26. Web. 1 Apr 2011. <http://www2.ed.gov/about/bdscomm/list/acsfa/txtbkpres/hochheisersup.pdf>.Boyer, John. The Plaid Avenger. John Boyer. Web. 11 Apr. 2011. <http://www.plaidavenger.com/>.

Esposito, Greg, and Albert Raboteau. "Tech strkes back again Plaid Avenger." Roanoke.com 05 March 2007, Print.Transparency International. Transparency International. Web. 12 Apr. 2011. <http://www.transparency.org/>.

Project Esperanza. Project Esperanza. Web. 10 Apr. 2011. <http://www.esperanzameanshope.org/>.

"Plaid Avenger on Vimeo." Vimeo, Video Sharing For You. Plaid Avenger. Web. 19 Apr. 2011. <http://vimeo.com/plaidavenger>.

"International Committee of the Red Cross." International Committee of the Red Cross (ICRC) - Home. Red Cross. Web. 10 Apr. 2011. <

http://www.icrc.org/eng/>.

Collegiate Times. (2011). Exterior Advertising. Retrieved March 25, 2011 fromhttp://www.blacksburg.gov/Index.aspx?page=996

http://www.plaidavenger.com/

http://www.transparency.org/

http://www.esperanzameanshope.org/

http://www.esperanzameanshope.org/

http://vimeo.com/plaidavenger

http://www.icrc.org/eng/

http://www.icrc.org/eng/

Facebook. (2011). Facebook Ads. Retrieved April 3, 2011 fromhttp://www.facebook.com/advertising/?campaign_id=194417723019&placement=exact&creative=5811896912&keyword=ads+facebook&extra_1=6f7c0510-aa4e-fda9-e372-00003fa348a1 Salvatore, M. (2011, April 19). RE: Question Commercial Rates [Electronic Mailing List Message] Retrieved from cdptpa-omtalb.mail.rr.com Wertalik, D. (2011, April 17). RE:2011-REAL WORLD MKGT COMM: Commercial Rates [Electronic Mailing List Message] Retrieved from dagger.cc.vt.edu

References Cont.

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