1. Keeping Kids Warm Casey Corley Amy Smith Paige Walters Cody Hosch Abby Brown
2. MKTG3132 AdCampaign, Fall 2010 2 Client Profile: Who Are We? Keeping Kids Warm is a locally based business which is committed to supplying blankets to every child in Georgia Foster Homes. Interns, Volunteers, Charitable Donators “Warm the World”
7. Client Profile: TOWS Analysis Threats: Foster children have no family Can’t afford the proper clothing Opportunities: Many funding sources are available Chance to volunteer MKTG3132 AdCampaign, Fall 2010 4
8. Situational Analysis (cont.) Weaknesses: Unstable resource network Low donations Strengths: Statistical support Corporations want to be involved (CSR) 5
11. In three years, be able to provide blankets to every foster childin Georgia. MKTG3132 AdCampaign, Fall 2010 6
12. Target Market(s): Profile women ages 25-60. Psychographic profile: positive attitudes, charities and raising awareness. MKTG3132 AdCampaign, Fall 2010 7
13. Target Market(s): Infographics Local news stations (television and radio) School kids & parents Homeless shelters and churches. MKTG3132 AdCampaign, Fall 2010 8
14. MKTG3132 AdCampaign, Fall 2010 9 Ad Campaign Objectives Supply foster children in Georgia with blankets. Create awareness about foster children in Georgia. After 5 years, have warehouses throughout Georgia and surrounding states.
19. Message Strategy: Value Proposition Similar to TOMs Shoes—for every blanket purchased, one blanket donated Our offering: blankets, throws, or quilts in a variety of sizes and colors that are environmentally friendly MKTG3132 AdCampaign, Fall 2010 12
20. Positioning Statement Blankets, throws and quilts. “Making the World Warmer” Keeping Kids Warm, Eco-friendly products at an affordable price By purchasing a blanket, customers are also contributing to a charitable cause MKTG3132 AdCampaign, Fall 2010 13
21. Message Strategy: Campaign Theme “Make the World Warmer” Integrative theme: A blanket that keeps you warm on the outside and the inside. It is environmentally friendly and friendly to foster childrenin need. MKTG3132 AdCampaign, Fall 2010 14
22. Media Selection Print options Newspaper display ad Newspaper FSI OOH options Billboard Bus Transit Internet ad option Facebook ad 15
23. Media Placement & Budget: Schedule Facebook Ad Jan-Jun 2011 Newspaper ad on Sundays FSI on Wednesdays Billboard 6 panel 100 showing Bus Transit 16
24. Media Placement & Budget: Total Cost Newspaper =$2708 FSI =$104 Billboard =$5760 Bus transit =$435 Facebook Ad =$1400 Total:$10,407 17
25. Media Placement & Budget CPM for all media Newspaper = $96.72 FSI = $3.70 Billboard = $96.00 Internet = $2.50 Bus transit = $72.60 18
26. Media Placement & Budget CPP for the following ads Billboard = $384.00 Bus transit = $87.04 19
AMY -We are a locally based business committed to supplying all orphans in Georgia with a warm blanket. Keeping Kids Warm is made possible by interns, volunteers, and charitable donators. Without volunteers and people who donate, Keeping Kids Warm would not be the company it is today. Our slogan is “Warm the World” because our mission is to provide every orphan with a blanket starting right here in Statesboro, Ga and eventually surrounding counties, states, and countries.
AMY - Sinceorphaned children often feel ‘alone’ we believe that providing them with a blanket of their preference will make them feel more loved. Keeping Kids Warm is a great way to get members of the community involved by getting them to donate blankets & throws to our company.
AMY – Threats: Foster children have no family; therefore they have no one to buy them clothing or blankets.Opportunities: There are many funding sources available and people will have to chance to volunteer.
AMY –Weaknesses: There is an unstable resource network and there could possibly be a low amount of donationsStrengths: Statistical support and Corporations want to be involved.
Casey –Our marketing objectives are to be the lead distributor for blankets. We plan on expanding the business by adding a warehouse in another state within 2 years.In three years we hope to provide blankets to every orphanage in Georgia.
CASEYOur target market is women ages 25 – 60. These women typically have children or grandchildren of their own. Since women are usually ‘nurturing’ they will be drawn into donating to these foster children. These women have positive attitudes, and participate in charities that raise awareness about a good cause.
CASEY Local news stations (television and radio) because they are always willing to promote good causes.Sending the message to schools will let kids and parents know about keeping kids warm and also give them a chance to volunteer. Homeless shelters and churches are good to advertise to so they can help get the word out to volunteers and people in need.
CASEYSupply foster children in Georgia with blankets.Create awareness about foster children in Georgia.After 5 years, have warehouses throughout Georgia and surrounding states.
PAIGEOurobjectives are to supply more blankets than any of our competitors, to provide children in orphanages with a blanket for every blanket that our company sells, to provide our customers with the highest quality blankets to assure customer satisfaction, and to extend our dedication beyond just our customers by community involvement and customer satisfaction.
PAIGEKeeping Kids Warm provides blankets with the same quality as that of Warmth Incorporated but at a much lower price. Because of it’s low price and decent quality, Ikea is targeted towards college students. Burlington Factory is not as high in quality as Keeping Kids Warm and Warmth Incorporated because it is not made with eco-friendly materials.
PAIGEOur strategy is to ensure that children in Georgia orphanages have a way to stay warm. We are targeting business toward female customers ranging from age 25 to age 60 who typically have children or grandchildren of their own. Keeping Kids Warm offers environmentally friendly blankets, throws and quilts in a variety of sizes and colors. We feel that we are superior to our competitors because of our affordable , high quality products that help keep orphans warm.
PAIGEWe chose a position that caters to our customers and target market, and specifically those who value the convenience of our product while helping keep kids warm. By purchasing our blankets, throws and quilts, we will be making the world warmer, one child at a time. Not only do our products display comfort but also environmental sustainability.
PAIGE - Ourtheme options are “Make the World Warmer” and “Rethink Global Warming.” Our integrative theme supports the positioning statement by re-emphasizing our product’s highlights such as environmental sustainability, and helping orphans in need while staying warm at the same time.
CODYOur print options are a news paper display and and FSIOur OOH options are a billboard and bus transitOur internet ad will be on Facebook
CODYOur Media Placement is flighting because each advertisement will be during different times of the week.
