mktg 347 amp energy campaign presentation
DESCRIPTION
This is the presentation slides for our AMP Energy Campaign. Read this if you don't want to read/skim our full campaign project. MKTG 347- Advertising/Creative Marketing Assignment: to create a 360 degree campaign for AMP Energy See documents in SlideShare starting with MKTG 347. To see the video it must be downloaded. My Involvement: In this campaign I played the role of both the account manager and account planner at the same time. I had my hands in every single step of the project, from the research to the creative execution. After coming up with our campaign slogan, the basic idea of using the Vitruvian Man was my idea and ended up leading our campaign in a new and innovative direction. For the creative work, the actual drawings were done by my teammate Kyndal Teich and all the graphic designs where done by me through the use of Microsoft Office software and Paint.TRANSCRIPT
- 1. Team #11Joshua VicariKyndal TeichChrysah Pederson Carli Smith
2. Key Research Findings 4th in market share with 5.1% AMP has decreased from 6.8% in 2011 Advertising Directed to more extreme lifestyle Survey respondents did not relate to currentadvertising 3. Key Research Findings Target Market 18-24 year old males College related activities Young Fathers Family activities Work activities Everyday stressors ALL SEEK ENERGY BOOSTS!!! 4. Platform StatementWe propose that AMP Energy focus advertisingefforts away from extreme sports, and instead,reach out to young men who simply need theextra boost of energy to complete everydayresponsibilities. 5. Campaign Objectives To increase AMP Energys awareness by 15%among 18-24 year old male college students. To increase AMP Energys awareness by 10%among 25-34 year old fathers. 6. School ProjectsWork Exams College Students Social Life 7. CareerWife Kids Young Fathers PersonalBoss Activities 8. Vitruvian Man 9. Dan The Balance Man Jones Who is Dan B. Jones? 25 years old Good looking Approachable Relatable Wants to help YOU achieve Balance! 10. Some Quick Tips from Dan The Balance Man Jones Studying for Finals Facing Problems at Work Family Life And so on.. Seasonal Topics Can Include: Christmas Shopping with Rambunctious Kids How to Prepare Your Home for the Ultimate Super Bowl Party And so on.. 11. Campaign Schedule Start: February during the Super Bowl Promotes the following holidays and events:The Super Bowl ThanksgivingValentines DayBlack FridayFathers Day ChristmasIndependence Day New YearsHalloween 12. Campaign Budget Estimated $30 Million 13. Internet and Social Media 18-25 year old males use the internet justunder 7 hours per day 25-34 year old use the internet less but bothuse much of this time on social media 14. Video Blog Weekly entries Topics will include college advice, work advice,parent advice, and current event advice Minimal costs 15. BALANCE YOUR LIFE!ANNOYING BOSSES 16. GET MORE TIPS ABOUT ANNOYING BOSSES AT: WWW.THEBALANCEMAN.AMPENERGY.COM 17. Cartoon Dan VS Real Dan 18. WEBSITEANNOYING BOSSES 19. MOBILE APP Invest in yourself. Material things come to those that have self actualized ANNOYING BOSSES 20. FACEBOOK FACEBOOK 21. TWITTERTWITTER 22. BANNER AD 23. Commercial Target Markets watch 2.5 hours of TV per day 30-second teaser of the blog Most expensive advertising 24. MAGAZINE ADBALANCE YOUR LIFE 25. Public Transportation 18-25 year old males spend about an hour anda half on public transportation per day 26. BILLBOARD 27. BUS AD 28. Product Placement: In-gameAdvertising College students and young fathers expressedplaying video games as a common interest 29. IN-GAME AD 30. Is It Effective? Measuring online traffic # of Dan followers on Facebook and Twitter # of views for video blogs Click-thru rates for banner ads Tracking general sales Increase or Decrease? Survey conducted before and after the campaign tomeasure Awareness of AMP Energy 31. Why It Will Be Effective? Differentiation from competition Not going with the extremist lifestyle focus inadvertising Direct source of communication through Internetand social media Target market finds Dan The Balance ManJones relevant to their own lives 32. Question?