the challenge created by: katie mann com 141. the challenge as the twt communications manager you...
TRANSCRIPT
The ChallengeCreated By: Katie Mann Com 141
The ChallengeAs the TWT communications manager you
need to encourage attention as our company attends the NY Toy Fair four weeks from today (Today is 2/1/15)
This is the preeminent US trade-only show for the specialty and mass markets.
If a company sells to these markets, they will be at this show.
ProductsHigh- Heel Training Wheels
Flip- Up Car Sign
Twin Spoons
About High-Heel Training Wheels Customer traits:
Women/ Maybe Men
Teenagers
What they’ll like about the product:
Teaches them how to properly wear high heels
Helps them not hurt themselves while wearing high heels
Training Wheels for Heels
About Flip Up Car SignCustomer traits:
Lose their cars
Age 16 and up
What they’ll like about the product:
They’ll never lose their car again
Spot from far away
Eye Catching
About Twin SpoonersCustomer traits:
Parents of twins
Babysitters
Siblings
What they’ll like about the product:
Easy to feed your twins at the same time
Never feed the same twin twice again
Competitor: Famous FootwearStrengths
Well known store
Great deals
Weaknesses
Not a variety of shoes
Not a lot of shoe options
Competitor: TargetStrengths
Well known
Stores around the world
Great service
Weaknesses
Data security
Display of merchandise
Quality of goods
Target AudiencesTeenagers, Parents, and Kids
Internal Publics: Employees- sales, marketing, and production
Media: Interviews, Podcasts, Social Media Posts, Radio Broadcasts, Television Interviews.
Strategic GoalReduce Expenses
Increase profits is to decrease expenses.
Find the best prices for rent, shipping, lease, internet, and phones..etc
Increase Productivity
Have an employee trial period – 90days
No show your fired
Create a Brand
Set yourself apart from the competition
Flashy Slogan
Objective GoalProfitability
Will sales increase?
Make goals
Customer Service
Indicates whether or not your business will survive
Give customers surveys to fill out
Efficiency
Challenge employees (closing time)
Shipping (from a week to 3 day shipping)
Story OpportunitiesFlip- Up Car Sign
Always be able to find your car
Flashy sign
High- Heel Training Wheels
When learning how to walk in heels
Fix your posture
Twin Spoons
Never have trouble feeding your kids
Key Messages Media: Special savings if you #TWT with a
picture
Booth Visitors: If email is given you will receive coupons
Internal: $10 gift card if you come to the toy event
Current Customers: Get a 20% off coupon
Tactical PlanningInternal Tactics
In-person meetings
Social media
Posters or banners in the break room
Email notifications
Buyer Tactics
Emails
Direct or print media
Social media
Paid Advertising
Events
Media Tactics
Interviews
News Release
Media Alert
News Conference
Audience: BuyersBring in more customers
Tactic Responsibility Budget
Social Media Posts
marketing $100
Paid Print advertising
marketing $250
Events HR $300
Audience: Media
More followers
Tactic Responsibility Budget
News Release Marketing $50
App Tech $600
Website Tech $200
Audience: InternalHappier Employees
Tactic Responsibility Budget
Scavenger Hunt marketing $100
flyers Marketing $10
Instagram Challenge
Tech $0.00
Timeline: BuyerWho does what when? Work backward from deadline or forward from start date.
Tactic Week One
Week Two
Week Three
Week Four
Email Draft Email
Edit Final Draft
Send Email
Advertisement
Call Advertisement Company
Set up an appointment
Draft of advertisement
Advertisement sent out
Social Media Post
Come up with an idea
Discuss idea
Make a post
Schedule Post time
Timeline: MediaWho does what when? Work backward from deadline or forward from start date.
Tactic Week One
Week Two
Week Three
Week Four
News Release
Research Written Sent to Printer
Ready for Show
Interview Call Station
Set up interview
Get interviewed
Interviewed Aired
Media Alert
Make a plan
Present it Write it Alert it to all your social media
Timeline: InternalWho does what when? Work backward from deadline or forward from start date
Tactic Week One
Week Two
Week Three
Week Four
Print Ad Make a draft
Edit it Final touches
News Conference
Discuss ideas
Make a presentation
Edit it Present it over conference(News)
Internal Tactic Three
Make draft
Edit Final touches
Alert to media
Budget Expense Item Price Target Audience
Social Media Post
$100.00 Teenagers
Paid Print Advertisement
$250.00 Adults
Event $300.00 Everyone
News release $50.00 Everyone
App $600.00 Teenagers
Advertisement $200.00 Everyone
Scavenger Hunt
$100.00 Everyone
Flyers $10.0 0 Adults
Instagram Challenge
$0 Teenagers
Total: $1610.00
EvaluationHave Customers who showed up take a survey
of how the experience was.
Calculate Profits.