Andrea Hollingshead | CEO

LET’S DO IT TOGETHER.

1

Stephanie Lin

Art$Director

Sue Jiang

Marke-ng$Manager

YuXing ChenConsumer$Research$

Director

Seok Won Kim

Media$Planner

2

BRAND CHALLENGES FINANCIAL

TURMOIL

MOBILE/TABLETS ARE DRIVING

GROWTH

OUTDATED BRAND

IDENTITY

4

SITUATION ANALYSIS

Market'satura*on

Growing'external'

compe**on

Shrinking'market'share

5

One$of$the$biggest$online$retailers Biggest$player$in$Consumer$Electronics$Store$Industry

SITUATION ANALYSIS

18.9% 46.3% 16-35

6

QUALITATIVE

FIELD OBSERVATIONS4

INTERVIEWS20

SENTIMENT ANALYSIS

SURVEYS91

QUANTITATIVE

CONSUMER RESEARCH

46% FEMALE54% MALES

94% 18-44

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Low$brand$awareness$

Low$brand$regard$46%

41%$Nega.ve$brand$reputa.on

BRAND IMAGE

CONSUMER RESEARCH

8

Consumer$Preference$#1'

CONSUMER RESEARCH

ENGAGE ONLINE

Research$online$$before$purchasing$$60%'

67%$$Prefer$online$shopping

72%))Get$informa.on$from$social$media

9

SHOW INTERESTS IN FIXING

ELECTRONICS

MORE FAMILIAR WITH

RADIOSHACK

LESS LIKELY TO GO BACK FOR

BUSINESS

1 - LOWEST 2 3 4 5 - HIGHEST

0 1 1 0 0

2 2 2 2 0

5 2 8 2 2

6 9 14 12 2

6 4 3 3 2

1 2 3 4 5 1

2 3

4

5

FAMILIARITY W/ RADIOSHACK

INTE

REST

S IN

FIX

ING

EL

ECTR

ON

ICS

1 2 4 2 3

0 10 10 5 3

12 6 8 3 0

0 1 5 7 1

0 0 0 2 0

FAMILIARITY W/ RADIOSHACK

LIKE

LIHO

OD

OF

GO

ING

BA

CK F

OR

BUSI

NES

S 1 2 3 4 5 1

2 3 4

5

CONSUMER RESEARCH

Emphasis on TV advertising

• TV$ads$• Social$Media$plaEorms$• Interac-ve$Digital$media:$brand$website,$microsite,$blog$

• Partnerships:$Maker$Media,$liJlebits$• Print$• OOH

11

Product Sales

Do-It-Together

Store Renovation

CURRENT MARKETING COMMUNICATIONS

SWOT ANALYSIS

PRODUCT$SUPPORT$AND$REPAIR$SERVICES$FOR$LOCAL$

COMMUNITY

CATERS$TO$THE$GROWING$MAKERS$COMMUNITY

LIMITED PRODUCT DIVERSITY

WEAK E-COMMERCE SITE

COMPETITION FROM BIG BOX RETAILERS

COMPETITION FROM ONLINE RETAILERS

NUMEROUS$STORES$INCREASE$RADIOSHACK’S$

CUSTOMER$REACH

12

STRATEGY RECOMMENDATIONS

UMP

The$“convenience$store”$for$all$your$techNrelated$

needs

Communication Objective

Differen-ate$RadioShack,$genera-ng$posi-ve$

associa-ons

Target Audience

Anyone$with$$technological$needs

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THE DITeam

Staying$true$to$the$brand$vision:$Connec-ng$people$to$innova-ve$technology

Posi-oning:$Tech$experts$connec-ng$consumers$to$technology

We$are$always$here$to$helpN$like$your$other$family$member

OUR SOLUTION

#DITeam14

The Pioneer

CharacteristicsInnova-ve,$curious,$brave,$op-mis-c$about$the$future

SuperpowerTelepathic

ExpertiseTech$expert

The Defender

CharacteristicsStrong,$sensi-ve,$selfless,$and$resolute

SuperpowerMoves$extremely$fast

ExpertiseIt$Happens$Protec-on$Plan

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CREATIVE EXECUTIONS

Social Media TV Spot

Further opportunities:

• DITeam$workshops$• Serial$shortNform$video$contents$online

Outdoor Advertising

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Outdoor AdvertisingRaising$awareness$about$the$Fix$It$Here!$services

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Online Campaign24/7$DITeam$answering$to$tweets$and$posts$with$

the$hashtag$DITeam.$#DITeam

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Television Spots

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Storyboards$for$Television$Spots

TV SPOT PROMOTING #DITEAMUsing$#DITeam$through$TwiJer/Facebook$

wherever$and$whenever

RadioShack$DITeam Family

“The Big Day”Promo-ng$the$It$Happens!$Protec-on$Plan

RadioShack$DITeamMaO$(RadioShack$customer)

FACEBOOK TV$SPOTYOUTUBETWITTER

OUTDOOR$AD

“FIX$IT$HERE!”$Service$“It$Happens”$Protec.on$Plan$

24/7$Tech$Experts

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Obtaining'brand'awareness'and'preference

MEDIA OBJECTIVES

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Increasing'purchase'inten*on

Retaining'budget'against'compe*tors

BUDGET & MEDIA MIXSponsorship

6%

Promotion 6%

Social Media 11%

Radio 1%

Online (Banner & Search) 17%

OOH 6%

Magazine 1%

Cable TV 33%

Sports Marketing (Virtual) 6%

Network TV 14%

$90$millionMEDIA)BUDGET

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Network TV $ 13,000,000

Cable TV $ 30,000,000

Radio $ 1,000,000

Magazine $ 1,000,000

OOH $ 5,000,000

Online (Banner & Search) $ 15,000,000

Social Media $ 10,000,000

Promotion $ 5,000,000

Sponsorship $ 5,000,000

Sports Marketing (Virtual) $ 5,000,000

FLIGHTING

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Consumer Research

Number of Followers &

“Likes”

Measuring #DITeam

Sen-ment$Analysis$Focus$Group$

Evaluate$the$number$of$followers$on$TwiJer$and$

“Likes”$on$Facebook$before$and$aaer$campaign

Measuring$consumers’$usage$of$#DITeam$on$TwiJer$and$Facebook

EVALUATION PLAN

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Good things happen when we do it together.

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THANK YOU

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Stephanie Sue Jiang YuXing Chen Seok Won Kim