An advertising plan for Ray Ban. The end product was a collaborative piece compiled by myself and my group members. I completed a majority of the design and layout work.

3. table of content
s
Executive summary Introduction....................................1
Insight Advertising’s strategy is focused on increasing comprehension of the Situation Analysis............................................3
Ray-Ban brand while promoting it as a way to express individuality. Our cam-
paign strives to revive the brand image through use of creative tactics and Objectives......................................8
innovative design. In order to create a cohesive campaign, we are using “buzz Budget............................................9
words” that portray the idea of individuality and personalization. Our all-in-
clusive plan puts an emphasis on reaching males and females ages 18-34. Our Research.......................................10
slogan, “define yourself” truly highlights the vision of the brand and illustrates Target Market................................................11
that Ray-Bans are more than just a fashion accessory; rather, they are the com-
ponent that completes every unique and individual look. We have worked to Brand Value Proposition...............................14
combine partnerships and other branding techniques to reach the core group Campaign Strategy......................................15
of our target audience. After repeat exposures to our campaign, people in
this category will perceive Ray-Ban as a brand that facilitates their ability to Creative........................................................16
uniquely define themselves. Media Objectives.........................................21
Media Strategies...........................................22
Overview Media Mix......................................................23
After compiling situational and SWOT analyses, we have created many research,
Media Flowchart...........................................26
marketing, and media objectives. We want to increase comprehension of the Brand Activation...........................................27
Ray-Ban brand and strongly associate it with the ideas of self-expression and
individualism. Using a budget of $15 million we plan to reach our primary target
Marketing Recommendations.....................30
audience of men and women ages 18-34 through various forms of advertising. Evaluation........................................31
We hope to increase exposure in key cities across the nation by using media
that will most effectively influence our target audience. We will utilize magazine,
Appendix.......................................................32
television and online advertisements along with many promotional and guerilla
tactics to increase brand awareness and reinforce the brand’s message. Our
“define yourself” campaign will not only increase brand interest but it will also
differentiate Ray-Ban from its competitors.
1 23

4. Insight Advertising is a contemporary, hard working advertising agency that strives
to understand the needs, wants and goals of our clients in order to deliver innova-
tive and personalized results. Insight is a collaborative agency that offers creative
strategies and inspired ideas to create powerful and desirable results that identify
with the vision of our clients.
2

5. Historical Context
Ray-Ban sunglasses were first introduced by Bausch & Lomb in
1937 as a unique sunglass that was not only functional but also
stylish. In 1999, Bausch & Lomb sold the Ray-Ban brand to the Ital-
ian Luxottica Group for 1.2 billion dollars. Ray-Ban sunglasses were
originally created for protection purposes for pilots and were
quickly adopted by the U.S. Army. Soon after, Ray-Ban sunglasses
became popular with other parts of the Army and the popularity
of the aviator style blossomed. Ray-Ban has continued to expand
their product line and has continued to progress with the times.
They now offer a variety of bright colors and styles reminiscent of
all decades.
3 23

6. Situation Analaysis
Economic Forces
During rough economic times, people often re-prioritize their purchases and focus their funds on more
essential items. In an economic downturn, consumers often abandon designer, high-end products and
pricier items and spend their money more conservatively.
Competitive Forces
Ray-Ban is a moderately priced sunglass brand that competes with many other brands. Ray-Ban com-
petes with brands in the same price range that offer a variety of male and female styles. Competi-
tors such as Oakley, Maui Jim, and Lacoste offer sunglasses for men and women in numerous styles at
competitive prices. Another significant competitive force is many stores such as Target and Nordstrom’s
Brass Plum are offering cheaper versions of Ray-Ban inspired styles.
Sociocultural Forces
Ray-Ban as a brand promotes the idea of individuality. In today’s society people search for ways to
express themselves uniquely and the variety of styles offered by the Ray-Ban brand offers the oppor-
tunity to stand out and celebrate self-expression.
4

7. S.W.O.T Analysis
Strengths Opportunities
-Long standing and well established brand -Raise awareness about the importance of the protective
-High quality and durable lenses
-Provide numerous styles and many color -Chance for brand extension and expansion
options -Emphasize Ray-Ban as a brand that values individuality
-Many of the sunglasses are gender neutral and self-expression
-Appeals to many generations -To create valuable partnerships with other brands with
-Promise 100% anti reflective lenses which pro- similar messages and target audiences
tect eyes against harmful rays
Weaknesses Threat
s
-In hard economic times people buy less designer prod-
-Costly product ucts
-Exclusivity of distribution channels -Consumer brand loyalty to other sunglasses brands
-Many stores sell cheaper versions of Ray-Ban inspired
sunglasses
-May be seen as a trend that will die out
5 23

8. Competitor Analysis Electric Eyewear
Electric eyewear is a newly established brand that has deep roots in action sports,
music and fashion. Electric eyewear offers durable and innovative styles; however
the brand does not appeal to a large age demographic and is sold in smaller retail
stores rather than well know department stores.
Juicy Couture Sunglasses
Juicy Couture is a popular brand that offers a sophisticated product. The unique
design of the sunglasses differentiates Juicy Couture from other brands; however,
Juicy Couture exclusively offers fashionable sunglasses for females and the selection is
limited.
P
olo
Polo is a versatile brand that is associated with status and quality. However, consum-
ers may be discouraged by the small selection of frame styles that they can choose
from. The majority of the styles offered are priced above one hundred and fifty
dollars.
6

9. Competitor Analysis
Lacoste
Lacoste provides sunglasses for both men and women that are reasonable in price.
Lacoste sunglasses are targeted more towards a younger demographic and does not
have the reputation that Ray-Ban holds with a more mature audience. Prospective cus-
tomers may be frustrated by the limited selection and lack of diversity in styles.
Oakley
The Oakley brand is well established and serves as the Official MLB Custom Eyewear
sponsor. Oakley has traditionally been known to be a more athletic sunglass brand.
Oakley sunglasses have a very athletic look and feel and the majority of their styles
are pricey.
Maui Jim
Maui Jim sunglasses are versatile and offer styles for men and women as well as unisex
styles. Maui Jim claims to be the innovators on what they call the PolarizedPlus lens,
7 23
which protects your eyes from the UV rays. Maui Jim appeals to an older demographic
and caters more towards sport as opposed to fashion.

10. Objectives
Marketing Goal
To increase sales by 1.5 million units by the conclusion of the campaign.
Comprehension Goal
To create awareness of the campaign and promote Ray-Ban as a brand
that emphasizes personal identity and self-expression. By the end of the
campaign, 85% (39 million) of our target market will have had enough
exposure to our brand and our advertising that they understand the mes-
sage.
T Frame
ime
Our campaign will last for one year starting in January of 2011 and
ending in December of 2011.
8

11. Budget Summary
For this campaign, Insight was given a $15,000,000 budget, which was allocated to various
media and productions costs. Our primary media used to reach our target market of men and
women 18-35 is print, due to the expensive, higher fashion magazines chosen to reach these
men and women.
Television: $2,036,668
Print: $6,105,722
Interactive: $1,500,000
Out-of-Home: $4,400,918
Production: $915,000
TOTAL: $14,998,308
Television 14%
Print 40%
Interactive 10%
Billboard 29%
Production 6%
9 23

12. Research
Objectives
-Conduct historical and situational research of the Ray-Ban brand to effectively determine its strengths and
weaknesses in the current market
-Use MRI and other research methods to correctly define the target market
-Compare Ray-Ban to its competitors
-Identify the most effective media vehicles for our campaign
Primary Research
Insight Advertising surveyed one hundred individuals with ten questions that evaluated the target market’s
opinions towards sunglasses and image of the Ray-Ban brand. While 62% of people surveyed responded that
they would be willing to spend $50 dollars or less on a new pair of sunglasses, the majority of responses indi-
cated that their eye wear is a form of individual expression that has a primary function of protecting against
harmful rays. 73% of participants answered that they could see themselves wearing Ray-Ban sunglasses in 20
years, confirming the multigenerational appeal of the Ray-Ban brand.
Secondary Research
-Utilized MRI to identify the composition of our target audience for the campaign.
-Visited the Ray-Ban Website to obtain background information, impressions of the brand, and information
about Ray-Ban product lines and prices of the different styles.
10
-Researched previous Ray-Ban ad campaign, “Never Hide,” to understand the brand’s message and focus.

13. Target Market
Primary Target Audience
We used both primary and secondary methods of research to determine the correct target market based on demogeographic,
psychographic, and behavioristic qualities. We also used the VALS (values, attitudes, and lifestyles) test to describe personality
characteristics that relate to purchase behaviors of our prospective buyers.
Demogeographic
Our primary target is men and women between the ages of 18 and 34, who have enough discretionary income to purchase
our product. In terms of ethnicity, our target market encompasses White, African American and Asian populations. We plan to
target people who live in areas that are often exposed to sun and wear sunglasses often. These areas include the East and
West Coasts and Southern points of United States.
P
sychographic (attitudes, values, lifestyles)
The men and women in our target market share common qualities that make them important prospective buyers. When making
decisions, they often make purchases to reflect their attitudes values and lifestyles. Our target is comprised of adults who value
an active lifestyle and strive for success. They share a knack for the finer things in life but are realistic in their decisions.
Behavioristic
No matter how diverse our target market is, we can conclude that the people who comprise the target market put a strong
emphasis on individuality and self-expression. The majority of our target market is employed either part or full time but still has
11 time for leisure whether it is with friends, family or co-workers.
23

14. Creative Profiling
Meet Taylor. He is an innovator. Innovators are successful, sophisticated
individuals with high self esteem and typically tend to take control of
situations. Taylor is receptive to new ideas, technologies and fashions
and serves as a trendsetter among his friends, family and co-workers. He
is an active consumer whose purchases reflect his sophisticated taste
for products and services. Taylor loves to try different styles of Ray-Ban
sunglasses.
Meet Riley. She is a true individual, motivated by pure self-expression.
Her “get it done” attitude boosts her skill and energy to finish her proj-
ects. Riley values self-sufficiency and lives within the context of family,
physical activities, and practical work. She desires products that serve
practical and functional purposes, causing her to stick to products she
is loyal to. She selects established brands and familiar products includ-
ing Ray-Ban sunglasses.
Meet Rachel. Rachel is an achiever. She is motivated by the pure desire
of achievement. She lives a very goal-oriented lifestyle and she is dedi-
cated to her career and family. Her social life is mostly centered around
her family and work. She lives a conventional life. She is politically
conservative, and she respects authority. She also prefers stability over
risk and self discovery. Image is very important to Rachel. She prefers
Ray-Ban glasses because they are a well established and prestigious
12
product. They help demonstrate her success to her peers.

15. Secondary Target Audience
We have identified adults, ages 45-65 as the secondary target market. Because Ray-Ban is a brand
that appeals to many generations and ultimately characterizes themselves as a brand with some-
thing for everyone, we believe that this age group is an ideal secondary target audience. The
Ray-Ban brand was created during the late 1930’s and therefore it was a relatively new brand
when this age group was growing up. Many adults in this age group are most likely aware of
the brand and would purchase a pair of Ray-Ban sunglasses. They are fiscally settled and
often have kids in our primary target market age group. Many people in this age group
can be influenced or inspired by their children and they are a critical target to reach
in order to obtain new customers and renew old customers.
13 23

16. Brand Value Proposition
Functional Benefit
s
-Ray-Ban integrates safety and fashion, allowing the customer to incorporate their sunglasses into their individual lifestyle.
-Specifications such as anti-reflective or polarized, B-15 High Contrast Brown, G-15 Neutral Gray, Carbon Fibre, Memo-ray, Ti-
tanium, and Light Adaptive lenses can make consumers secure that the technology of their Ray-Ban sunglasses will protect their
eyes from dangerous exposure.
-Ray-Ban sunglasses are high quality and well made.
-Ray-Ban offers a variety of color and style choices so that consumers can select their pair according to their individual prefer-
ence.
Emotional Benefit
s
-Ray-Ban provides our target with a special flare and sense of confidence. The fashionable nature of Ray-Ban eyewear allows
our target market to embrace their personal sense of style. In today’s society sunglasses have become a big part of personal
style and an integral part of every look.
-Ray-Ban users can be confident that their sunglasses will improve their personal image and enhance their daily undertakings.
Self-Expressive Benefit
s
-By wearing Ray-Ban sunglasses our target audience can relate to the generations men and women who have incorporated the
Ray-Ban brand into their unique lifestyle.
-Ray-Ban consumers can identify with the numerous other Ray-Ban wearers who use their choice in sunglasses as a form of self-
expression and individuality.
-Ray-Ban will allow our target to express their sense of individualism, using their Ray-Ban sunglasses for their own personal and
unique purposes.
14

17. Campaign Strategy
Our target audience consists of men and women who value self-expression and individuality. Ac-
cording to our research, these independent trendsetters purchase products that express their
unique personality and enhance their personal lifestyle. Our big idea, “define yourself,” encourages
consumers to allow Ray-Ban sunglasses to guide them down the path self-expression. To highlight
the power of Ray-Ban sunglasses in the quest for self-definition, we will implement advertisements
that communicate the different ways Ray-Ban sunglasses can help individuals extenuate their
uniqueness.
the BIG idea
Define yourself. This campaign will promote Ray-Ban as a brand
that emphasizes individual expression, uniqueness and individu-
ality while allowing consumers to be empowered to define their
true personal style based on their own unique personality.
15 23

18. Creative Strategy
Ray-Ban allows its consumer to choose from a variety of designs, colors, styles, and products that enable them to define themselves. We want our
consumers to understand that individuality and expression essential parts of self-definition. The importance of individuality will be conveyed to
our audience through a series of print, television, interactive, and out-of-home advertisements. Our messages will illustrate the power that Ray-Ban
products posses to highlight individuality and promote self-definition. Our primary goal is to reach our target audience with an appealing and
memorable message. The Ray-Ban brand hopes to encourage their consumers to be themselves and define themselves.
Art Direction
The design of our campaign is reminiscent of the continuous Ray-Ban message, “colorize.” Although the text is not directly placed into our print ad-
vertisements, we want to encourage consumers to be bold in their choices and realize that the possibilities are virtually endless. The idea of color
throughout our advertisements will help to promote the message of expression, once again, reminding our consumers that Ray-Ban is all about choices
and the individual consumer. We have chosen to design our ads based around the idea of definition and words that can be used to help consumers
come up with their own definition. In using buzz words that consumers can identify and relate to, we have chosen to provide definitions that we feel
encompass what the overarching theme of individuality and expression is and how they relate to the Ray-Ban brand. The purpose of our visuals is
to capture the attention of our audience, identify the subject, arouse interest in the headline, and lead consumers to a place that they can obtain
more information.
Copywriting
Each of our posters contains our slogan, “define yourself.” The use of the slogan facilitates brand recognition and instant recall for the Ray-Ban
brand. In order to ensure effective branding, it is critical that the consumer recognizes the current slogan and links it to the brand, while receiving
positive feelings and benefits from using the brand. The idea behind our copywriting all relates back to the idea of defining the consumer, the brand,
and the product. Each print advertisement will depict a different buzz word, accompanied by a definition of the word to promote the idea of defin-
ing yourself. The slogan and message are concise and to the point. We think that using a short and powerful tag line, like “define yourself” will make
the brand more recognizable and allow it to stand alone amongst a world of other slogans and campaigns to make a name for the Ray-Ban brand.
16

19. 17 Print Advertisements 1 & 2 23

20. Print Advertisements 3 & 4 18

21. Online
Our online advertisements will pop up
on popular websites such as Hulu.com,
MTV.com, and TextsFromLastNight.com.
These advertisements will catch the at-
tention of our target audience because
they frequent these sites and the pop
up ad follows the viewer while they view
the website until the consumer clicks out
of the advertisement.
Out-of-Home
The billboards for our campaign will be placed in
the following major cities: New York City, Boston, Los
Angeles, Miami, Chicago, Atlanta, Philadelphia, and
Virginia Beach. These billboards will be cohesive
with our print advertisements showing the definition
of an “ize” word along with the image of Ray Ban
sunglasses. We felt it was beneficial to maintain con-
tinuity amongst our ads so that consumers will rec-
ognize the image and the accompanying slogan
19 23
more easily.

22. Creative Testing
In order to predict the effectiveness of the campaign, we will conduct focus groups and distribute surveys
to obtain feedback from our target audience and prospective consumers. These research tactics will help us
determine our audience’s impressions of the brand, how they believe Ray-Ban compares to its competitors,
and what Ray-Ban’s current position in the market is. We will be able to determine our audience’s familiarity
with the brand and better understand what their attitudes are towards the Ray-Ban brand. These pre-tests
will help us become more familiar with our audience’s purchasing behaviors and gain more insight into their
priorities when purchasing sunglasses. After presenting our campaign materials, we will ask the participants
if their opinions have changed about the Ray-Ban brand. We will also request feedback and suggestions
about ways that the advertisements can be improved. These groups will also test the design and copy used
in the campaign and will help determine if the campaign is both cohesive and memorable.
20

23. Media Objectives
Reach the target audience
The Ray-Ban target audience is made up of men and women who are between the ages of 18 to 34. Members
of the target audience spend a substantial amount of money on accessories such as sunglasses. We plan to
reach our audience through print advertisements, television spots, brand activation, guerilla marketing, and the
Internet.
Geographic scope of the placement
We have decided to use a mixture of national and regional placements of media in order to make the cam-
paign as successful as possible Our print, television and Internet advertisements will be placed nationally while
the guerilla marketing will be implemented in major cities throughout the nation. We have chosen to place more
emphasis on advertising in New York City, Boston and Philadelphia in the Northeast; Los Angeles in the West; and
Atlanta, Virginia Beach, and Miami in the South. By putting an emphasis on these key cities we hope to engender
brand interest and promote customer loyalty.
Message weight
Because all of the areas we have selected have large portions of our target audience, the messages in the
“define yourself” campaign will be evenly dispersed throughout our main target cities.
21 23

24. Media Strategies
Reach and frequency
-Effective Reach Goal: 85% effective reach with an effective frequency of 5
-Reach the 85 % of target audience a minimum of 5 times with ads
Continuity
Our campaign will utilize a pulsing strategy that will run for the length of one year with a steady
amount of advertising throughout and an increase during times when people are more likely to
spend their money on sunglasses. We decided that pre-holiday (November and December), pre-
spring break (February-March), and pre-summer months (May-June) are the biggest times of the
year where people are more likely to purchase Ray-Ban sunglasses.
Length/size of all advertisements
Subclass Length/Size
Television 30 second slot
Print Full page, four color
Internet 468 x 60 pixels
Guerilla #1 Stickers on Money
Guerilla #2 69 x 48 Transit Shelter
Billboard 10 x 20 foot
22

25. Media Mix: Magazines
Cosmopolitan
Cosmopolitan offers articles that give advice about romance, and relationships, as well as celebrity style, and
beauty and fashion advice. We will run ads in November and December, during the holiday rush, in February and
March, pre Spring Break season and to coincide with the Student City partnership, and again in May and June,
right before the start of summer.
GQ
GQ targets men mainly from the 18-35 age demographic through articles discussing style, the news, politics,
entertainment, women, sports, food, travel, cars and gear. By keeping fashion-savvy men up to date on the latest
styles. Men reading this magazine are looking for the latest news and fashions, so we will show up right where
they need us. Ads will run in February and March, May and June, and again in November and December. These
are the times that sunglass sales increase the most due to the holidays and an increased presence from the sun.
Rolling Stone
As a magazine devoted to music, politics, and popular culture, it is very important to advertise Ray-Bans here.
Both men and women have been exposed to this very popular and influential magazine, and go here frequently
to read about things important to today’s society. We will advertise in the months of May, June, November, De-
cember, February, and March twice a month, since Rolling Stone is published every two weeks.
Elle
Elle magazine is the world’s largest fashion magazine. This high fashion magazine also features articles on wom-
en’s fashion, beauty, health, and entertainment. Ads will be featured once a month during the months of November,
December, February, March, May, and June.
Men’s Health
Men’s Health is the world’s largest magazine brand and the best-selling men’s magazine in the United States.
23
Advertising Ray-Ban Sunglasses in this magazine will be beneficial to the brand due to its immense popularity
23
amongst men with articles that cover fitness, nutrition, sexuality, and lifestyle. Once again, advertisements will be
featured in the magazine during the months of February, March, May, June, November, and December.

26. Media Mix: Television
The CW’s “Gossip Girl” and “90210”
Both of these series are popular with teenagers and young adults
for their portrayal of the upper class life of two groups of teenagers
living in California and New York City. Viewers are loyal to watching
these shows weekly. Since these shows portray the lives of people that
follow the latest fashions and can afford them, we want to place our
ads during this show to connect with this audience. Advertisements
for these shows will be seen during the months February, March, May,
June, November, and December. These months cover the show’s pre-
mieres, finale and duration so we are hitting the most loyal viewers,
along with the remaining associated with the shows.
MTV’s “The Real World”, and “Real World/Road Rules Challenge”
These shows are popular amongst the female and male demographic
of the American household, mainly amongst the age group of 18 and
30. Using both of the shows will help us easily reach both demograph-
ics at the same time. We will run ads in March, May, June, November
and December. We planned this so the shows will be featuring the
product throughout the episodes and then will be reinforced through
the commercials.
E!’s “The Soup”, “Keeping Up With The Kardashians”, and “Kendra”
These three reality shows are very popular amongst women between
the ages of 18 and 35. “The Soup” is also very popular amongst men
between the ages of 25-35. These three shows are all very fashion
oriented and advertising during them will be a strategic way to get
the Ray-Ban brand out into the public. These advertisements would
23 appear during the months of February, March, May, June, November,
and December.
24

27. F “Glee”
ox’s HBO’s “Entourage” CBS’s “CSI”
“Glee” is one of the most popular shows “Entourage” is a heavily viewed show amongst the “CSI” is a popular show that is constantly
on cable television for both men and male demographic. This show has a loyal fan base showing their characters with sunglass-
women between the ages of 18 and 35. who watch the show consistently each week. Again, es. Showing a Ray Ban commercial dur-
With this show reaching such a large, we believe this is a strategic advertising slot be- ing this program would be appropriate.
loyal audience, potential consumers are cause the program is so popular, especially to men. Our advertisement would appear in the
being exposed to the Ray-Ban brand at We will run ads during March, May, and November. months of May and December before the
a prime time. We will run our ads in Feb- These advertisements would appear before Spring summer months and during the holiday
ruary, May, June, and November. Break, summer, and holiday season. season.
MTV.com Interactive
MTV is one of 18 to 30 year old men and women’s most watched networks, therefore we will reach a large number of young people in our audience who
go on to influence our secondary target market. Our banners will appear in the months of March, May, and November. These months are during the pre-
summer and holiday seasons.
T sFromLastNight.com
ext
Texts from Last Night (TFLN) is a regularly updated blog that re-posts short text messages submitted by its users. This website is very popular amongst col-
lege students getting about 4 million hits per day. We will expose our advertisements to the 18-25 demographic during the months of December and May.
Hulu.com
Hulu is an extremely popular sight for both men and women between the ages of 18 and 35. People go here to watch their favorites shows that they
25
missed during the week. This website is extra popular amongst college students during finals because they miss their shows due to group projects and finals.
Therefore we will post ads during May, and December.

28. Media Flowchart 26

29. Brand Activation
Customeyes
We propose that Ray-Ban institute a create your own Ray-Ban sunglasses option.
This would be a section on the website where consumers would be able to cus-
tomize their Ray-Ban sunglasses. They would be able to choose the color options
and design the pair of sunglasses that they truly want.
MTV Partnership
We believe partnering Ray-Ban with other successful brands that have the same or similar target markets would be a great way to further pro-
mote our brand. MTV traditionally appeals to a younger generation and promotes itself as hip, up to date music and entertainment brand. MTV
has many shows that reach our target audience; therefore by partnering Ray-Ban with MTV, the brand will have more exposure. We propose
that MTV give Ray-Ban sunglasses as prizes for winners on MTV shows such as Real World/Road Rules Challenges, Silent Library and America’s
Best Dance Crew. MTV is also involved with Student City, a business that organizes spring break trips for large groups of high school and
college-aged students. The time when students are planning their trips would be the perfect time to advertise Ray-Ban because they begin to
think about the preparations they need before traveling.
Apple Partnership
For our other partnership, we will be working with
Apple’s very popular and widely used computer: the
Mac. All new versions of Apple’s Photo Booth will in-
clude a Ray-Ban setting. In this setting, a pair of
Ray-Ban glasses show up as a template so that the
user can see what they would look like with various
pairs of Ray-Ban sunglasses on. They can also take
pictures and videos with the virtual “glasses” on. This
will help create awareness of Ray-Ban and their line of
sunglasses. Mac computers and Macbooks are cur-
rently very popular with our target audience and will
27
only continue to grow in popularity in years to come.
23

30. Bus stops
To further creatively promote the Ray-Ban brand, we
will design bus stops that are located near shop-
ping malls and sunglass retailers to look like a Ray-
Ban store wall. This will heighten brand awareness
and promote the Ray-Ban brand at a time when
people are thinking about making purchase deci-
sions.
Money Stickers
Another way to gain attention for the brand is money
stickers. We will put stickers of the Ray-Ban logo and
Ray-Ban sunglasses onto the faces of the presidents
on the one, five and ten dollar bills. We will use
money stickers as a tactic to create more brand
awareness and as a discounting tactic. We will
offer different discount amounts off Ray-Ban
products based on the value of the bill found.
People who find these special bills will bring them
in and redeem the discount when they plan to
purchase a pair of Ray-Ban sunglasses.
28

31. 29 Television Spot 23

32. Brand Activation Timeline
Marketing Recommendations
While we do feel that the Ray-Ban brand has thus far established a well thought out and effective marketing plan, we have compiled a
list of marketing recommendations that we believe will help Ray-Ban expand their market share. One concern we had was the price of the
product. In a highly competitive market full of countless other designers and similar products, one thing that could help Ray-Ban stand out is
their price. While the average price of a Ray-Ban product, as it stands, is only slightly more costly than the competitors, every penny counts
in helping a consumer decide between brands.
Ray-Ban could additionally benefit from partnering with up and coming, or established designers. Because Ray-Ban is exclusively an eye-
wear company, they could benefit from a partnership with other fashion designers such as V Del Sol, Mara Hoffman or Marysia Swim for Miami
fashion week. These designers could have their models walk to the runway while wearing their swimwear and Ray-Ban sunglasses. This would
promote Ray-Ban as a fashionable brand while giving Ray-Ban a large amount of exposure in Miami as well as other key cities.
Another marketing suggestion we have is to redesign the packaging of Ray-Ban products associated with the sunglasses. This includes the
case, the cloth and box they come in. Reviving the look of the packaging will enhance Ray-Ban’s bold and colorful image. If the packaging
is more specific to the style of glasses they chose, it gives the entire purchase a more personalized feel.
The last marketing recommendation we suggest is creating two flagship Ray-Ban sunglasses stores in New York City and Miami. These two
stores will engender a unique Ray-Ban experience. The atmosphere at the stores will embody the vision of the “define yourself” campaign.
The stores will contain the full line of Ray-Ban sunglasses as well as numerous other services that cannot be offered at other Ray-Ban retail
30
locations. One unique service on top of personal shoppers will be the Ray-Ban virtual mirror where customers can virtually try on different
styles of Ran-Ban sunglasses. These stores will help bring the company-consumer relationship to the next level and provide an experience
that is unrivaled by competitors.

33. Evaluation
Benchmarking
The primary goals for our campaign are to increase sales and to generate comprehension of our cam-
paign amongst our target market. We have set monthly benchmarks in each category in order to evaluate
our achievement. Since we advertise heavily during the holidays, pre Spring Break, and pre summer, we
distribute higher percentages during those months. Our unique “define yourself” campaign will increase
comprehension amongst our target market by 85%. By the end of December 2011, we will be able to in-
crease our sales by 1.5 million units through our ground-breaking advertising, partnerships, and sponsor-
ships.
Sales (Millions) Comprehension
January 0.075 9%
February 0.15 18%
March 0.15 18%
April 0.125 14%
May 0.15 18%
June 0.15 18%
July 0.125 14%
August 0.125 14%
September 0.1 11%
October 0.05 5%
November 0.15 18%
December 0.15 18%
31 23
1.5 85%

34. Ray-Ban Creative Brief
April 30, 2010
Background:
Ray-Ban, originally created by Bausch & Lomb in 1937 has now become one of the most iconic brands of sunglasses sold in the United
States. The Ray-Ban brand promotes its products as a means of self-expression and encourages their consumers to utilize the product
as a tool to define their personal style.
Ad Problem:
Ray-Ban competes with generic look-a-like glasses that are sold at lower priced stores. In today’s financial situation, many people are
less willing to pay top dollar for items that are not considered necessities.
Ad Solution:
In order to solve the Ad problem it is essential to effectively and creatively promote Ray-Ban as a brand that enhances personal im-
age and uniqueness. We will make consumers discover the power that Ray-Ban products posses in self-expression.
Target audience:
Our primary target audience is composed of males and females ages 18 to 34. These young adults are currently in the process self-
discovery. Ray-Ban wants communicate their ability to facilitate self-definition. Our secondary target audience is composed of adults
between the ages of 45 to 65. The secondary target market is especially important due to their secure financial status and ability to
be influenced but the primary target market.
Big idea:
“Define yourself.” Our slogan represents the individuality and self-expression that our target audience desires. The Ray-Ban brand pro-
vides our target with versatility and style required by their busy lifestyle. The Ray-Ban brand conveys elegance and timeless fashion.
This brand personality resonates among male and female trendsetters of all generations.
Support:
The “Big Idea” is supported through a series of print, television and Internet advertisements. It will also be enhanced through guerilla
marking tactics and outdoor advertising.
Tone:
The advertising campaign focuses on the importance of the individual, embracing their unique needs, desires and lifestyle. Each com-
ponent of the advertising campaign highlights the individual person and the empowering nature of the Ray-Ban brand.
Mandatories:
We have incorporated the Ray-Ban logo into all of our advertisements. The consistent branding will create continuity within our ad-
vertising campaign. 32

35. Group Biographies
Rachel Hardke is a sophomore Integrated Marketing and Communication major in the Roy H. Park School of
Communications at Ithaca College. She is also pursuing a minor in Sports Media. Over the past year, Rachel
has been working on developing a plan as to what she would like to do in the future, and exploring several
different fields. She works well with people, especially younger children. Rachel plans on someday working
for Disney. She would love to work in the “Wide World of Sports” within the marketing, advertising, or public
relations departments. Rachel also likes to volunteer her time helping in the community through working with
her local parish, through the Haiti Committee, and large organizations, like Be the Match Foundation, to give
back to the community. Born in Syracuse, New York, Rachel spent almost all of her like living in Cazenovia,
New York. She also attended Cazenovia High School, where she graduated in the top 40 of her class. Rachel
was a member of the National Honor Society and participated in three seasons of varsity sports, starting her
sophomore year. In her free time, Rachel likes to spend time with family and friends, travel, and attending and
participating in sporting events. Now at Ithaca College, Rachel is an avid member of the school’s chapters
of the American Marketing Association and the American Advertising Federation. She has given back to the
Ithaca community through helping promote a coat drive with the Women’s Opportunity Center of Ithaca.
Rachel also works on campus, in the Ithaca College Bookstore, along with her local drug store and ice cream
shop while at home. She also enjoys playing intramural sports on campus during her free time.
Hillary Duchovnay is a sophomore Integrated Marketing Communications major and Jewish Studies minor.
Hillary grew up in Bryn Mawr, Pennsylvania, a suburb outside of Philadelphia. Hillary graduated from Radnor
High School in 2008. While attending Radnor High she was extremely involved in the school news program,
Newcenter 11 and the Radnor Actor’s Workshop. While attending Ithaca College Hillary has enjoyed explor-
ing the different fields of communications. Her interest in the different aspects of communications led her to
intern as an event planner through the JEVS Franklin C. Ash program. This summer Hillary plans to intern in the
office of public affairs for the Environmental Protection Agency. Hillary enjoys Bikram Yoga, running, spending
time with her friends and family and traveling.
Kayla Inanc is from New City, New York, in a lovely suburb outside of New York City. She is an IMC major
and Sociology minor. She really would like to travel to Italy, Ireland, London, and Australia in the next 5
years. She’s involved in the Public Relations Student Society of America, International Association of Business
Communicators, the Management Honor Society, SIE, and plays for the Women’s Club soccer team. Next year
she will be volunteering with the Big Brother’s Big Sister’s program through the Ithaca Youth Bureau, on top
of serving as President for PRSSA. This summer she will be interning with the 4-H office in my town, aiding in
marketing of their programs. Someday she would like to run a consulting firm helping companies rise to their
33 23
full potential and do nonprofit work. She enjoys seasons, shopping, running, and music.

36. Jimmy Knowles is a Sophomore Integrated Marketing Communications Major at the Roy H. Park School of Com-
munications at Ithaca College. A 2008 graduate of Hatboro Horsham High School, just outside of Philadelphia,
Jimmy served as Senior Class President and Editor of the award-winning school publication, The Hat Chat. Serving
as a writer for the Greater Philadelphia Critics and Awards Program, also known as the Cappies, Jimmy was hon-
ored to have two pieces published in the Philadelphia Inquirer and was received the awards for Best Male Critic
and Best Featured Actor in a Musical in 2008. Here at Ithaca, Jimmy serves as Co-Chair to the President’s Host
Committee, Vice-President of Ithacappella, and a Senator on the Student Government Association. His work with
Ithacappella has brought him all over the country from Lincoln Center in New York City, to Hollywood, Los Angeles
and back again. Just last year, Ithacappella was selected as a finalist in the International Championship of Col-
legiate A Cappella, where they came in fourth place, competing against collegiate a cappella groups from all
over the world including South Africa and the United Kingdom. Working as a Senator for the Student Government
Association, Jimmy enjoys working to give back to both the college and downtown communities by doing his part
to represent the student body here at IC. In the future, Jimmy intends to pursue a career in the Entertainment
field, hopefully working on marketing and advertising for motion pictures in the Los Angeles or New York City area.
Eric Wysocki is a sophomore Television-Radio major with a minor in Integrated Marketing Communications at
Ithaca College. He grew up in Richlandtown, Pennsylvania about an hour outside of Philadelphia. In high school,
Eric was involved in student government as class treasurer. He also participated in the school’s morning show
reading the weather. Eric is very proud of winning his high school’s film festival two years in a row. His experi-
ences with film festivals and other video projects is what led him to declare his major in college. At Ithaca, Eric
is a member of IC Voicestream (co-ed a cappella) and he holds the group’s Advertising, Public Relations and
Webmaster board position. He is also an assistant producer on ICTV’s Newswatch 16. In the future, he plans on
interning with his local PBS station and studying in Los Angeles in order to make connections and get closer to
his hopeful future career in producing television or movies. Eric enjoys playing guitar, movies and music of all
kinds, and camping.
Chelsea Hayes, a sophomore at Ithaca College’s Roy H. Park School of Communications, is an Integrated Mar-
keting Communications major. A 2008 graduate of Northern Valley Regional High School at Demarest, located
in a suburb just outside of New York City, Chelsea served as the Head of Publicity and Sales Promotion for her
class as well as captain of the volleyball and track teams. Here at Ithaca College, Chelsea is a member of the
Ithaca College’s Women’s Varsity Volleyball team, IC After Dark, and Public Relations Student Society of America.
Chelsea is also a Leadership Scholar and a member of the Leadership Scholar Mentor Program. These programs
have made it easy for Chelsea to give back to the Ithaca community as well as further develop both personally
and professionally as an IC community member. She has just accepted for a Student Leadership Consultant for
the Fall of 2010 and will be studying at the James B. Pendleton Center in Los Angeles California in the Spring
23
of 2011. This summer Chelsea will be interning at a public relations firm in the New York City area and plans to
34
pursue a career in the public relations or advertising in the entertainment industry.