BlackBerry Z10 Media Plan

MEDIA PLAN: BlackBerry 10

Liz Dearstyne Tra To Shruti Sundararaman Megan Bliach

MEDIA PLAN: BlackBerry 10 TABLE OF CONTENTS 3

ContentsExecutive SummarySummary of Media Plan 6

Situation AnalysisBlackBerry History 10Product, Place, Price, Promotion 11Industry Market 14 Competition 14Share of Voice 16Target Market 17Target Market Geography 19Target Market Profile 20

Media AllocationPositioning Statement 22Media Mix 23Flow Chart 28Reach & Frequency 29Ostrow Models 30Budget 32Geography 33Scheduling 34

MEDIA PLAN: BlackBerry 10 5

Executive Summary

6 MEDIA PLAN: BLACKBERRY 10EXECUTIVE SUMMARY

Executive Summary

The introduction of BlackBerry 10 will mark the rebirth of BlackBerry as a brand catering exclusively to its original target market: business professionals belonging to various corporations. In the present competitive landscape that is predominantly owned by Apple and Samsung, BlackBerry is no longer perceived as the ‘cool phone’ and as unable to keep up with quickly changing technology. It has lost its core positioning over the years by straying off from its original identity of being the ‘business phone’.

Keeping the trademark security of its systems intact, BlackBerry 10 has tried to reinvent itself as a phone that promises not only security but also multi-tasking ability with exception flow and agility. This function fits perfectly with the lifestyle of our desired target audience which is composed of business professionals ages 25-39 who work for various Fortune 500 companies and government agencies.

The goal of our campaign is raise awareness of the new product as well as reinforce the unique brand personality of BlackBerry. This should help restore the core positioning of the brand, strengthen the reputation of the company, and differentiate BlackBerry from its competitors. This will help us re-enter a high-spending market which BlackBerry in the past has proven it can rule.

Our integrated media plan will follow closely the media touch points that are highly used by our target market such as newspapers, magazines, radio, cable TV, Internet and outdoor. Social media will also be implemented due to its low cost and its unique opportunity to enable a brand campaign to go viral. This plan is also geographically specific with a focus on spot markets that have high concentrations of big corporations. It covers the West Coast, South Central, Southeast and Northeast.

The plan will launch in January and will follow a burst pattern in coordination with the fiscal calendar year. This includes heavy reach & frequency January through March and lighter media usage in April and May. This will be followed by another burst in June before the 3rd fiscal quarter starts in July. The campaign will end in July with a light month of media.

Through our highly strategic and targeted campaign, BlackBerry 10 will make a successful launch into the smartphone market, revitalizing BlackBerry as a brand that can hold its own against others in the category. BlackBerry will be known once again as the superior phone for all business people, streamlining personal and professional use in a secure environment.

MEDIA PLAN: BLACKBERRY 10 7EXECUTIVE SUMMARY

8 MEDIA PLAN: BLACKBERRY 10

MEDIA PLAN: BLACKBERRY 10 9

SituationAnalysis

10 MEDIA PLAN: BLACKBERRY 10BRAND HISTORY

BlackBerry History

Research in Motion is a top leader and manufacturer for the worldwide mobile communications market. Through a variety of network solutions, RIM provides multiple platforms and solutions for people to access information including email, phone, SMS messaging, Internet and several applications.

BlackBerry (RIM) Research In Motion has had a vision for more than twenty years. Two engineering students from the University of Waterloo, Mike Lazaridis (CEO) and Douglas Fregin (VP, operations) founded RIM in 1984. RIM was launched by Lazaridis when he was just 23 years old after he dropped out of school to pursue this new path. He jumped from several different contracts and finally developed two way paging. As soon as Internet mail was launched RIM was ready. Obviously this worked because by the late 1980’s RIM had more than one million dollars in sales and about a dozen employees.

Research in Motion is known primarily as the maker and provider of BlackBerry wireless devices and e-mail services. These devices are popular with corporations who use them for on the job experiences. “BlackBerry’s service delivers e-mail messages from corporate servers to hand-held BlackBerry devices. In addition, BlackBerry devices include other features common to personal digital assistants (PDAs), including calendars and organizers.”

In 1987 RIM stumbled upon an opportunity to become a part of the digital mobile devices from Rogers Cantel Mobile Communications, Inc., a paging and cellular phone company. By the 1990’s RIM was operating tiny radio modems. In 1991, RIM was expanding further and developing software for a wireless email system. They were in a three-way partnership with Ericson and GE Mobile data Inc. Rim was smart in that they knew that radio could determine the right amount of time to send an email message.

In 1992 a new face came into the picture. James Balsillie was hired to handle the companies finances. Lazaridis realized engineering was where he belonged. Balsillie is now RIM’s current chairman and co-CEO with Lazaridis.

MEDIA PLAN: BLACKBERRY 10 11PRODUCT, PRICE, PLACE, PROMOTION

In 1999, the very first RIM BlackBerry was introduced. BlackBerry mobile email solutions were a success that caused revenue to double. For the next couple of years BlackBerry was at the top of the industry. The “BlackBerry Thumb” was mentioned for the first time in USA Today, where BlackBerry received an exponential amount of positive media outreach. Oprah Winfrey named the BlackBerry as a top gift on her favorite things of the year list that is launched every December. Shortly after, the first BlackBerry introduced a screen with color images. BlackBerry took off during these next few years as a very popular smart phone because it was one of the very first. The BlackBerry Pearl was launched as the first BlackBerry aimed at users that aren’t classified as business professionals. Then the BlackBerry Curve was distributed as the first consumer, full keyboard BlackBerry.

September 11 and 2001 anthrax scare made BlackBerry rise as a strong and successful security device. The BlackBerry Rim smartphone has changed the lives of business people everyday, thehand-held phone has become their own personal computer.

ProductCurrent PhonesCurrently, BlackBerry boosts three smartphone families—

Bold, Curve, and Torch—each with several different models of slightly different sizes and memory capacity. In addition to these three families, the Porsche, Style, and Pearl complete the BlackBerry product lineup.

Like mentioned earlier, unique to BlackBerry smart phones is their highly secure operating system, BlackBerry 7 OS, designed by Research in Motion. The system allows users to quickly complete secure email correspondence and web browsing. The phones are also known for their physical keyboards, rather than on screen touch keyboards.

Last November, RIM released three new models: the BlackBerry Bold 9900, Torch 9860, and the Curve 9360. Each model was competitively priced against


other smart phones on the market and the Torch was BlackBerry’s first completely touch screen model. Despite continued releases of new models, BlackBerry is struggling in the US market against Android and iPhone. Much of this struggle is due to market buzz around new generation iPhone releases and Apple’s reputation of being “hip” and trendy.

BlackBerry 10In 2013, however, RIM will release their newest phone, the BlackBerry 10. The new phone is a mix of hardware, interface, and cloud software that works in a way to suit personal and professional needs. The design will allow users to be extremely productive by promoting and enabling collaboration between business networks. In addition, BlackBerry 10 exhibits exceptional agility and flow amongst smart phones.

The biggest features of the new phone include the BlackBerry Hub Peek feature, a cascade application, dual modes, the new BlackBerry app store, an on screen keyboard, and the perfect moment camera. The peek feature allows the user to slide the current working application partially over to see new notifications without closing out of their current working document. This feature works closely with the cascade ability that allows the user to open multiple documents, showing them in a stacked view with partial visibility of each. With this ability users can move quickly in and out of working documents, making multitasking easy and efficient. Next, the dual mode allows for one to switch the phone from

“work” mode to “personal” mode. Each mode has completely different security, settings and accounts. The dual modes fix the problem of business persons often owning two phones—one that work gave them, and their own personal phone. Other changes include a bigger app store and an on-screen keyboard. The perfect moment camera can be used to change a person’s face in a photo to a moment prior to the photo when their eyes were opened instead of closed, or their smile was bigger. All these features make the BlackBerry 10 a highly anticipated phone amongst business professionals.

Promotion

BlackBerry has done several promotions in preparation for the BlackBerry 10 release to target industry professionals and software techies. Despite its history of struggling in the United States market, RIM does not seem to be targeting the states with its promotions. The BlackBerry 10 Jam World Tour, which took place last June through August, traveled to 30 different cities around the world. Only three of the stops were in the United States. The tour focused on attracting developers from each location, familiarizing them with the new BlackBerry 10 platform, BlackBerry users, and the strengths of the new BlackBerry 10 model. Attendees were encouraged to work with the RIM team toward development of new and better applications to be promoted upon the release of the BlackBerry 10. Some attendees were even given a prototype of the

PRODUCT, PRICE, PLACE, PROMOTION


PLACES PRICES&

Verizon

Sprint

Walmart

AT & T

T-Mobile

Best Buy

649.99199.99

509.9999.99

599.99199.99

(9900)

(9930)

(9930)unlockedno plan

(9780)unlocked

(4s)

(9900)

(9930)

649.99199.99

649.99199.99

87.97X

699.99199.99

X

549.99199.99

499.99199.99

449.96X

389.99335.98

549.99129.99

549.99199.99

549.99199.99

749.99X

749.99X

579.99279.99

iPhone 5, Samsung Galaxy S III, BlackBerry Bold Model Models used may vary upon availability.

unactivatedtwo year plan

PRODUCT, PRICE, PLACE, PROMOTION

phone to use and review. RIM recently held one more similar event in the United States September 25-27.BlackBerry also began their “People Who Do” campaign last May in the UK and Australia. It’s driving strategy was to show how BlackBerry people are people that “do” instead of people that take the more passive road. Prior to the release of the “People Who Do” campaign, BlackBerry lead a guerrilla marketing initiative called “Wake Up”. Several tour buses pulled up to an Apple Store in Sydney and protesters got out of them with signs that read “Wake Up”. The protesters marched around the store and prompted people to visit wakeupbebold.com, a sight directed toward consumers letting them know that BlackBerry “means business.”

14 MEDIA PLAN: BLACKBERRY 10INDUSTRY MARKET

Smart Phone Market Overview

In the US, cell phone carriers are also the main cell phone distributors. At the spending of over $3 billion in 2010, cellphones are among the highest spending consumer advertisers. Thus, many phone manufacturers tend to rely heavily on the carriers for marketing. Apple and more recently, Samsung, are the most well known exceptions to that trend with distinctive independent ad campaigns (Mintel).This characteristic of the industry, on one hand, allows brands to take advantage of the carriers’ broad exposure. On the other, cell phone brands that follow this tactic are at risk of being under-represented by the carriers, especially in cases where the brand is less popular or lacks “the cool factor.” Moreover, advertising done by the carriers can stray off from the core messages intended by the brands in order to fit in with their strategies. Nonetheless, offsetting these messages can cause the brand expensive tension with its distributors as well as confuse the consumers even further (Mintel).

Unfortunately, BlackBerry falls into the category of such brands. Flipping through the brand’s advertising history, its media presence has been dependent heavily on Verizon Wireless. After the release of Apple’s iPhone in 2008, BlackBerry was no longer regarded as the cool phone with the superior Internet capacity. Apple’s iPhone set forth a new trend for

touch screen smartphones. Thus, BlackBerry with its iconic QWERTY keyboard become old fashioned and no longer widely advertised by the networks.The introduction of the revamped BlackBerry 10 phone as well as the new RIM system presents

many opportunities for BlackBerry to refresh their already strong brand image as well as achieve more independent media presence. They can do it by refocusing back on the company’s core market, the business men, as well as taking advantage of the convergence of digital media.

CompetitorsSmartphone users typically classify themselves by operating systems rather than phone brands. At the debut of BlackBerry’s RIM in 2002, the market was

Internet users aged 18+ who own a smartphone

Google AndroidApple iOSBlackBerryWindows Mobile 7PalmOther operating system

All Male Female821 404 417% % %44 44 4325 21 2817 19 158 7 82 3 25 6 4

Source: Mintel

MEDIA PLAN: BLACKBERRY 10 15COMPETITION

still crowded with many operating systems. Even so, BlackBerry successfully remained on top of the game. However, these days, Android and Apple’s iOS alone took over 69% of the market. The two giants’ prominent presence in popular culture and their strong commitment to innovation make a highly competitive landscape for BlackBerry’s route to recovery.Source: Mintel

Apple’s iOSApple’s iOS was developed and released in 2008 and like RIM, iOS is used exclusively on Apple’s iPhone and iPod. Following the success of the iPod, iPhone inherited the strong brand’s reputation and has since always been regarded as the number one “innovative” phone (Mintel). iOS users have access to a vast application store, which is backed by a big developer community. Traditionally, Apple is a popular brand to the younger users aged 18 to 24. However, due to its high price, iPhone usage also peaks with users 35-44. This puts Apple in direct competition with BlackBerry.

Nonetheless, iOS’s email security function still falls behind that of BlackBerry, which keeps the enterprise segment hesitant to fully adopt the iPhone. Moreover, iPhone is not only difficult to multi-task, but also very restricting in terms of available hardware and network. As the result, there is a recurring trend in the business-oriented consumer to have two phones, one for work and one for personal matters. This puts the BlackBerry 10

at an advantage with the functions to split between work mode and personal mode and its superior multitasking capacity. Both of these functions are compelling competitive advantages against Apple’s iOS and present the brand to win back the hearts of the businessmen and women (Business Insights, 2012).

Apple has always excelled at keeping its ads focused, elegantly simple and consistent with the brand image. By demonstrating a transformative technology being used in everyday life, Apple can simultaneously appear as both innovative and practical - a tough balance to achieve that has helped it win lots of female customers, who are more driven by technologies that work rather than ones that are solely new (Mintel).

AndroidAndroid is a Linix based system currently developed by Google. Android was unveiled in 2007 and has since then risen to be the number one mobile phone operating system based on the number of users. Different from Apple’s iOS and BlackBerry RIM, which can only be used exclusively on the brands’ devices, Android is used on different brands like Samsung, Motorola, HTC. This allows Android users to have a wide range of choices for product functions as well as price points. Strong usability and an affordable price are the main reasons for Android’s steady adoption, especially in the younger demographic.

Source cited:“5 Smartphones market by operating system." Telecom and IT Market Research Report. MarketsandMarkets,2010. 65+. Business Insights: Essentials. Web. 3 Nov. 2012.Mintel

16 MEDIA PLAN: BLACKBERRY 10SHARE OF VOICE

Share of VoiceBased on the graph, Network TV, Cable TV, US Int-Display & Outdoor are the most prominent choices of media when it comes to advertising mobile phones. When it comes to Network TV & Cable TV, Apple seems to have the highest SOV compared to other brands with a respective 33% & 19%. When it comes to Syndication, Nokia has the highest share of 49% and this also happens to be a segment where there isn’t much presence of competitive brands. HTC has been confirmed with the highest share of 41% in the Spot TV medium as well as the Magazine medium (33.5%). When it comes to Sunday magazines, Apple seems to be the only player with a total 50% share of voice. It also seems to be dominating the National Newspapers medium with a 40% SOV. Strangely, when it the radio market, BlackBerry seems to be the only player (50%) when it comes to Network Radio and HTC (50%) seems to be the only player when it comes to National spot Radio. BlackBerry also seems to be dominating the US-Int Display medium (15%) as well as the Outdoor medium (21%).


You mobilize other people. You don’t just dream; you make your goals happen. You are successful by your own definition.—Thorsten Heins, CEO of RIM,on “BlackBerry People”

Android also made their source code available to a big community of developers, who constantly develop and distribute their own modified version of the operating system. This function, along with its association to Google, helped build up a strong group of Android enthusiasts that are distinctively tech-oriented.

Android media presence has been dependent mainly on the phone’s manufacturer effort. Most recently, Samsung, a major Android phone producer, has been extensively expanding their advertisements to compete with Apple’s iPhone. However, a problem with Android is that it does not have as strong of a brand image as Apple and BlackBerry. In our group focus session, all of the interviewees described a BlackBerry user as a businessman, an iPhone user to be young, cool and trendy, but all of them have very inconsistent images of an Android user.

Target Market

According to Simmons 2009, BlackBerry users are mostly within the age range 25-39 years. The brand is strongly preferred more by men than women. With a focus of accomplishing something, these consumers are slaves to their aggressive and demanding jobs.

They have a household income of $75,000 and above and are classified under the top 30% concerning socioeconomic levels. These consumers live in states such as California and Florida, followed by New York and Texas. Strongly focused on their goals, they

are constantly on the search for information and look for devices that help them in doing so. That process has kept them abreast with advancements in technology which has also helped them make a statement about themselves within their environment. Hard pressed for time, it is their gadgets that

they depend on to keep them in touch with their friends and family (social media, applications such as FaceTime etc.). They look out for gadgets that act more as an all in one (cuts out the need for many different gadgets). To summarize, BlackBerry has been positioned as a ‘serious phone for serious people’. To justify this, the branding, advertising and most importantly, even the product itself act as proof.

Market Expansion

Over the years, BlackBerry has been perceived as ‘serious phone for serious people’. Even the

TARGET MARKET


BY THE INDEX

TARGET MARKET

Core Target Ages25-29 17530-34 17534-39 156

Economic Levels Top 10% 247Next 20% 159

Income ($000)75-99 115100-149 143150-249 210250-499 289

Age Halo Effect22-24 13940-44 11745-49 119

Occupation209 Sales 181 Architecture, Engineering, Social 130 Legal, Education, Training

GenderMen 116Women 85

Lifestyle283 I can use my cell phone in many different ways to get information I need.148 Most likely to switch service providers if they offer the latest technology.174 My cellphone connects me to my social world.243 My cellphone is an expression of who I am.257 I would like my cellphone moving beyond the voicemail and text messaging capabilities.328 I rely on my phone to keep up with news or sports.

Source: Simmons OneView

slightest alteration would not benefit the brand, leave alone the fact that it would create confusion in the minds of our consumers. It is considered the professional phone. And, if one looks closely, the above described target audience would consider their BlackBerry their one stop solution to doing what their occupation demands of them, wherever or whenever they wish to. To them, their BlackBerry has helped them become ubiquitous yet connected with the different worlds they live in. This clearly defines the B-C connection. But, for a minute, if we were to zoom out and see the bigger picture,

these individual consumers are parts of many large Multi National Corporations (MNC) and using a BlackBerry is just another unsaid mandatory requirement (brand positioning). To an MNC, there could be nothing more beneficial than having their employees use at least one common medium to simplify communication on a more secure ecosystem. Targeting MNC’s would help secure the established brand identity and also gain the awareness required to get BlackBerry once again on top of its game. So not only will be target the individual, we will target corporations that the individual works for—Fortune


Geography: Target States by Index & Fortune 500 Companies by RankSimmons One View & CNN Money

California 1103 Chevron, San Ramon14 McKesson, San Francisco26 Wells Fargo, San Francisco51 Intel, Santa Clara64 Cisco Systems, San Jose

Texas 1081 Exxon Mobil, Irving4 ConocoPhillips, Houston12 Valero Energy, San Antonio44 Dell, Round Rock69 Sysco, Houston

Florida 1521 Exxon Mobil, Irving4 ConocoPhillips, Houston12 Valero Energy, San Antonio44 Dell, Round Rock69 Sysco, Houston

New York 12316 J.P. Morgan Chase & Co., New York20 Citigroup, New York34 Metlife, New York40 Pfizer, New York41 PepsiCo, Purchase

Additional MarketWashington, DCUnited States Government41.83 % HH have income >$75,000www.clrsearch.com

TARGET MARKET GEOGRAPHY

20 MEDIA PLAN: BlackBerry 10TARGET MARKET

Meet Davy Smith & J.P. Morgan

Davy Smith is a 34-year-old who lives on the Upper East Side of New York City. He works for J.P. Morgan Chase & Co. During Davy’s morning commute into the city he always reads the New York Times to get his daily dose of the business world. While flipping through the newspaper catches a glance of an advertisement for the BlackBerry 10. He doesn't really notice the ad. When Davy enters the financial world at J.P. Morgan he stops by to say hello to his boss Charlie, who is using his new BlackBerry to check his email. Charlie has been raving to Davy about how fast and efficient the new BlackBerry 10 is, which has made him starting thinking about switching from his iPhone.

Davy is currently spending his work days preparing for his next business trip to China. Today he has to book his flight. He always uses Travelocity or Expedia because they always have the best deals. After browsing flights for a while, Davy logs onto LinkedIn to confirm his appointment for a professional visit on his upcoming trip. He notices that all the sites have banner ads for BlackBerry. Davy recalls Charlie talking about how the BlackBerry 10 is convenient

when traveling. This gets him thinking about the phone but it’s time for lunch.Before heading back to the office from his lunch hour, Davy goes for quick jog through the city. While running he sees a flashy billboard promoting BlackBerry 10. Then it’s back to work.

At the end of the workday Davy returns home and immediately sits down with the Economist for a relaxing evening. While switching pages, a BlackBerry 10 ad catches his eye and the image spikes his interest. The new BlackBerry is everywhere. Just before bed Davy always watches the late night news to see what he missed during his busy workday. Right before calling it a night he sees a commercial for BlackBerry 10. Dave reflects on his day and cannot get the BlackBerry 10 out his mind.

MEDIA PLAN: BlackBerry 10 21

Media Allocation

22 MEDIA PLAN: BLACKBERRY 10POSITIONING STATEMENT

Positioning Statement

To the 25-39 year old businessman, BlackBerry is the best phone for your various needs, seamlessly integrating work and personal into one secure device that moves you toward professional success.

MEDIA PLAN: BLACKBERRY 10 23MEDIA MIX

Appropriate Media MixObjectiveCombine traditional and digital media placement from January 2013 to July 2013 on a national scope with strong emphasis on spot markets, which have high concentrations of large business and governmental organizations.

General InterestBusiness Trade

25 ShowingBillboard, Airport Banners

Net TV- L Nite/L NewsNet Cable- PrimeSpot TV- PrimeSpot TV- Late Fringe/News

Net Radio- Morning DriveNet Radio- Evening DriveSpot Radio- Morning DriveSpot Radio- Evening Drive

National

Keyword/SearchTargeted SitesLinkedIn/Social Media

Strategy

Magazine

Television

Outdoor

Newspaper

Internet

Radio

24 MEDIA PLAN: BLACKBERRY 10MEDIA MIX

RationaleMagazineReadership for magazines is very high among our target audience because it is both entertaining and informative. The index numbers spike in the business/finance magazines as well as travel magazines, which not only fit the target audience’s lifestyle, but also highlight the product’s superior work functions and ease to travel with. Outdoor recreation magazines like Runner’s World or Golf Digest also score high indices because those sports are often associated with a more privileged lifestyle. Magazine ads allow for strong visual elements and long shelf life. Thus, magazine ads will be full page, 4-color insert. To capture the corporate segments, ads will also be placed in trade journals.

NewspaperNewspapers typically mark the start of the day for our target audience and like magazines, it is crucial to tie in the characteristics of the product with the media content so as to best deliver the manufacturer’s message. Newspapers ads will also be in color in order to capture attention and will be placed near the business or travel sections.

OutdoorBillboard will be placed around the metropolitan areas of our spot markets so as to be seen my commuters driving to and from work. Billboards will also be located in the downtown/financial district, where there is a high concentration of offices so that it can be seen throughout the workdays and lunch hours. BlackBerry’s target audiences are also frequent fliers. Therefore, a lot of ads will be placed in the airports especially at places like the connecting bridges at the arrival gates, where the travelers’ phones are usually off and they are not occupied by other media.

Newspaper

Magazine

Outdoor


RationaleTelevisionDue to their busy lifestyle, our target audience does not have a lot time to watch TV, however, to compete with the strong media presence of Samsung Galaxy as well as the new Windows phone, TV ads are still necessary. The highest indices in this group fall in the cable TV and the prime time slot or the late night news. Thus, 30-second ad units will be put very specifically in these time slots on cable channels with focus on business, news, sport and travel. Again, in this media, we want to integrate the product deeply into the target audience’s lifestyle.

RadioLike TV, radio does not score a high index in this category of audience. However, the morning drive and the evening drive time have higher indices than average and match the time that white collar workers drive to and from work. This is a media that is inexpensive and guarantees high frequency. Thus, radio ads will also be added in these time slots.

InternetDue to the nature of their office jobs, BlackBerry target audiences are exposed to the Internet for a great part of their days. The types of websites that they go to are also similar to that in magazines. Besides, we will also buy keyword search ads with the words: “travel,” “business phone” and “mobile email”. Along with traditional Internet advertising, social media will also be utilized because this is a relatively inexpensive and effective media. The main social media to be used is the professional network LinkedIn.

MEDIA MIX

Internet

Radio

Television

26 MEDIA PLAN: BLACKBERRY 10MEDIA MIX

Media Quintiles Sample Media

Medium Quintile Index

HH Income $76,000-$112,999

HH Income $113,000 +

Magazines

I 104 113 II 108 116 III 107 110 IV 96 94 V 85 67

Newspaper

I 106 129 II 100 104 III 97 96 IV 101 86 V 95 84

Radio

I 95 85 II 106 107 III 103 118 IV 107 105 V 90 85

TV (Total)

I 87 70 II 97 95 III 106 108 IV 102 120 V 108 107

Internet

I 110 112 II 110 129 III 105 116 IV 100 89 V 76 54

Outdoor

I 114 110 II 111 121 III 101 114 IV 90 91 V 83 64

TV (Prime time)

I 100 92 II 96 102 III 99 104 IV 104 110 V 101 93

MRI Fa

ll 2011

Index HH Income

$76,000-$112,999 HH Income $113,000 +

Magazine Types: Business/Finance 106 149 Magazine Types: Travel 110 137 Magazine Types: Airlines 118 187 Magazine Types: Outdoor Recreation 114 133 Delta Sky Magazine 118 172 The Economist 95 202 Barron's 115 235 Bicycling 103 142 Coastal Living 116 174 Conde Nast Traveler 111 165 Forbes 116 146 Fortune 101 154 Golf Digest 123 148 Inc. 114 165 Kiplinger's Personal Finance 116 195 More 123 171 National Geographic Traveler 101 118 Runner's World 105 175 Index

HH Income $76,000-$112,999

HH Income $113,000 +

New York Times (Daily) 104 201 New York Times (Sunday) 98 227 Chicago Tribune (Sunday) 103 174 Sunday Mag/Net Carrier Newspapers 108 183 USA Today 111 159 Wall Street Journal 106 230 Washington Post (Sunday) 149 179

Magazine

Newspaper

MEDIA PLAN: BLACKBERRY 10 27MEDIA MIX

Index HH Income

$76,000-$112,999 HH Income $113,000 +

Bankrate.com 113 227 Wsj.com 110 188 Nytimes.com 121 167 Hufftingtonpost.com 113 168 Cnn.com 117 152 CBSSport.com 103 153 Expedia.com 113 161 Orbitz.com 108 162 Travelocity.com 116 154 Tripadvisor.com 102 183

Index HH Income

$76,000-$112,999 HH Income $113,000 +

Household subscribe to Digital Cable 111 120 Cable: Bloomberg Television 106 181 Cable: CNBC 104 135 Cable: #Fox Business Network 97 150 Cable: Golf Channel 121 152 Cable: MSNBC News 110 127 Cable: The Tennis Channel 94 172 Cable: Travel Channel 113 113 Cable: CBS Sports Network 109 135 Cable: CNN 104 118

Index HH Income

$76,000-$112,999 HH Income $113,000 +

Radio Weekday 6:00 am - 10:00 am 107 113 Radio Weekday 3:00 pm - 7:00 pm 106 112

Internet

Television

Radio

28 MEDIA PLAN: BLACKBERRY 10MEDIA FLOW CHART

Medium Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov DecNet TV-L Nite/L News 10 10 10 10 GRPS: 40

$(000) 208.7 208.7 208.7 208.7 COST: 834.7Net Cable-Prime 10 10 10 5 5 10 5 GRPS: 55

$(000) 221.4 221.4 221.4 110.7 110.7 221.4 110.7 COST: 1217.5Net Radio-Morning Drive 150 150 150 90 90 150 90 GRPS: 870

$(000) 591.5 591.5 591.5 354.9 354.9 591.5 354.9 COST: 3430.4Net Radio-Evening Drive 100 100 100 85 85 100 85 GRPS: 655

$(000) 380.1 380.1 380.1 323.1 323.1 380.1 323.1 COST: 2489.7Magazines-General Interest 10 10 10 2 2 10 2 GRPS: 46

$(000) 175.7 175.7 175.7 35.1 35.1 175.7 35.1 COST: 808.3National Newspapers 7 7 7 7 GRPS: 28

$(000) 486.3 486.3 486.3 486.3 COST: 1945.1Internet-Keyword/Search 5 5 5 5 GRPS: 20

$(000) 118.3 118.3 118.3 118.3 COST: 473.0Internet-Trgtd Sites 10 10 10 3 3 10 3 GRPS: 49

$(000) 236.5 236.5 236.5 71.0 71.0 236.5 71.0 COST: 1158.8Spot TV-Prime 5 5 5 5 GRPS: 20

$(000) 81.1 81.1 81.1 81.1 COST: 324.5Spot TV-Late Fringe/News 5 5 5 5 5 5 5 GRPS: 35

$(000) 32.6 32.6 32.6 32.6 32.6 32.6 32.6 COST: 228.0Spot Radio-Morning Drive 5 5 5 50 50 5 50 GRPS: 170

$(000) 26.5 26.5 26.5 265.3 265.3 26.5 265.3 COST: 902.0Spot Radio-Evening Drive 5 5 5 50 50 5 50 GRPS: 170

$(000) 27.9 27.9 27.9 278.6 278.6 27.9 278.6 COST: 947.1Outdoor 684 684 684 684 GRPS: 2737

$(000) 439.0 439.0 439.0 439.0 COST: 1756.0National Only Area

GRPS 302 302 302 184 184 302 184 GRPS: 1762$(000) 2418.3 2418.3 2418.3 894.7 894.7 2418.3 894.7 Cost: 12357.5Reach 73 73 73 57.1 57.1 73 57.1

Avg. Freq. 4.1 4.1 4.1 3.2 3.2 4.1 3.2Spot Only Area

GRPS 1362 1362 1362 104 104 1362 104 GRPS: 5765$(000) 607.1 607.1 607.1 576.4 576.4 607.1 576.4 Cost: 4157.5Reach 88.8 88.8 88.8 39.4 39.4 88.8 39.4

Avg. Freq. 15.3 15.3 15.3 2.7 2.7 15.3 2.7Spot + National

GRPS 1664 1664 1664 289 289 1664 289 GRPS: 7528$(000) 3025.4 3025.4 3025.4 1471.1 1471.1 3025.4 1471.1 Cost: 16515Reach 93.7 93.7 93.7 72.9 72.9 93.7 72.9

Avg. Freq. 17.8 17.8 17.8 4.0 4.0 17.8 4.0

Total Across

Blackberry 10Media Flowchart

Target Demo: All Adults ages 25-49

Media Flow Chart

MEDIA PLAN: BLACKBERRY 10 29REACH AND FREQUENCY

Reach and FrequencyObjectiveThe media campaign will be split into two cycles: (Jan-March) and (Apr-Jul). The main goals are: first, introduce the new product and reestablish the brand image; second, maintain the awareness of the brand throughout the long period of time, especially in the spot markets. The frequencies for these two periods were decided by the Ostrow models on the following page.

Strategy

RationaleDuring the first three months when the product is just introduced, a 93.7/17.8 R/F will be introduced in order to break through the clutter and build awareness of the new product. After that, an average 72.9/4 R/F will be used to maintain the media presence of the phone as well as to prepare for the BlackBerry’s follow-up product. In the month of June, another burst 93.7/17.8 R/F will be used to reinforce the audience’s recognition of BlackBerry.

During the burst months, the frequency is especially high in the spot markets because the audiences in these areas are highly influential and have the potential to create a snowball effect to the wider population in the later months.

National Plan Reach Freq GRPs Est $(000)

Jan 73 4.1 302 2418.3 Feb 73 4.1 302 2418.3 Mar 73 4.1 302 2418.3 Apr 57.1 3.2 184 894.7 May 57.1 3.2 184 894.7 Jun 73 4.1 302 2418.3 Jul 57.1 3.2 184 894.7 Total National Media 12358.4 Total National Contingency 1000 Total National $$ 13358.4

Spot Plan Reach Freq GRPs Est $(000)

Jan 88.8 17.8 1362 607.1 Feb 88.8 17.8 1362 607.1 Mar 88.8 17.8 1362 607.1 Apr 39.4 4.0 104 576.4 May 39.4 4.0 104 576.4 Jun 88.8 17.8 1362 607.1 Jul 39.4 4.0 104 576.4 Spot Media 4157.9 Spot Contingency 1000 Total Spot $$ 5157.9

30 MEDIA PLAN: BLACKBERRY 10OSTROW MODEL

Ostrow Model Introductory Months and Burst MonthProduct introduction period

Low Required Frequency Frequency Adjustment High Required Frequency

Market Factors

Established brand -.2 -.1 +.1 +.2 New brand

High brand share -.2 -.1 +.1 +.2 Low brand share

High brand loyalty -.2 -.1 +.1 +.2 Low brand loyalty

Long purchase cycle -.2 -.1 +.1 +.2 Short purchase cycle

Less frequent usage -.2 -.1 +.1 +.2 Frequency usage

Low share of voice -.2 -.1 +.1 +.2 High share of voice

Target other group -.2 -.1 +.1 +.2 Target old people or children

Message Factors

Low message complexity -.2 -.1 +.1 +.2 High message complexity

High message uniqueness -.2 -.1 +.1 +.2 Low message uniqueness

Continuing campaign -.2 -.1 +.1 +.2 New campaign

Product-focused message -.2 -.1 +.1 +.2 Image-focused message

Low message variety -.2 -.1 +.1 +.2 High message variety

High wearout -.2 -.1 +.1 +.2 Low wearout

Large advertising units -.2 -.1 +.1 +.2 Small advertising units

Media Factors

Low clutter -.2 -.1 +.1 +.2 High clutter

Favorable editorial setting -.2 -.1 +.1 +.2 Neutral editorial setting

High audience attentiveness -.2 -.1 +.1 +.2 Low audience attentiveness

Continuous scheduling -.2 -.1 +.1 +.2 Pulse or flight scheduling

Few media vehicles -.2 -.1 +.1 +.2 More media vehicles

High repeat exposure media -.2 -.1 +.1 +.2 Low repeat exposure media

1.1 + 3 (benchmark frequency) = 4.1


Ostrow Model Introductory Months and Burst Month

OSTROW MODEL

Ostrow Model Maintenance PhaseMaintenance period

Low Required Frequency Frequency Adjustment High Required Frequency

Market Factors

Established brand -.2 -.1 +.1 +.2 New brand

High brand share -.2 -.1 +.1 +.2 Low brand share

High brand loyalty -.2 -.1 +.1 +.2 Low brand loyalty

Long purchase cycle -.2 -.1 +.1 +.2 Short purchase cycle

Less frequent usage -.2 -.1 +.1 +.2 Frequency usage

Low share of voice -.2 -.1 +.1 +.2 High share of voice

Target other group -.2 -.1 +.1 +.2 Target old people or children

Message Factors

Low message complexity -.2 -.1 +.1 +.2 High message complexity

High message uniqueness -.2 -.1 +.1 +.2 Low message uniqueness

Continuing campaign -.2 -.1 +.1 +.2 New campaign

Product-focused message -.2 -.1 +.1 +.2 Image-focused message

Low message variety -.2 -.1 +.1 +.2 High message variety

High wearout -.2 -.1 +.1 +.2 Low wearout

Large advertising units -.2 -.1 +.1 +.2 Small advertising units

Media Factors

Low clutter -.2 -.1 +.1 +.2 High clutter

Favorable editorial setting -.2 -.1 +.1 +.2 Neutral editorial setting

High audience attentiveness -.2 -.1 +.1 +.2 Low audience attentiveness

Continuous scheduling -.2 -.1 +.1 +.2 Pulse or flight scheduling

Few media vehicles -.2 -.1 +.1 +.2 More media vehicles

High repeat exposure media -.2 -.1 +.1 +.2 Low repeat exposure media

0.1 + 3 (benchmark frequency) = 3.1

32 MEDIA PLAN: BLACKBERRY 10BUDGET

Budget National Media $ Amount National % Cum %

Net TV-L Nite/L News $834,800.00 6.2% 4.5%

Net Cable-Prime $1,217,700.00 9.1% 6.6%

Net Radio-Morning Drive $3,430,700.00 25.7% 18.5%

Net Radio-Evening Drive $2,489,700.00 18.6% 13.4%

Magazines-General Interest $808,100.00 6.0% 4.4%

National Newspapers $1,945,200.00 14.6% 10.5%

Internet-Keyword/Search $473,200.00 3.5% 2.6%

Internet-Trgtd Sites $1,159,000.00 8.7% 6.3%

Contingency $1,000,000.00 7.5% 5.4%

Total $13,358,400.00 100.0% 72.1%

Spot Media $ Amount National % Cum %

Spot TV-Prime $324,400.00 6.3% 1.8%

Spot TV-Late Fringe/News $228,200.00 4.4% 1.2%

Spot Radio-Morning Drive $901,900.00 17.5% 4.9%

Spot Radio-Evening Drive $947,400.00 18.4% 5.1%

Outdoor $1,756,000.00 34.0% 9.5%

Contingency $1,000,000.00 19.4% 5.4%

Total $5,157,900.00 100.0% 27.9%

Total Nat'l + Spot $18,516,300.00 100.0%

Objective72 percent of our media budget will be spent on national media and 27.9 percent will be dedicated to spot media. This budget will be dispersed throughout a six month time period. January through March and June will be GRP heavy months and April, May, and July will be a lighter maintenance phase.

Strategy

RationaleIt looks as though our budget is mostly spent nationally, but when looking at our spot markets, one will see that they incorporate a majority of the metropolitan areas in the US. This high use of national media will not only broaden awareness of BlackBerry 10, but only reinforce our selected spot media in target areas. Our contingency budget of $1,000,000 on both national and spot media will give us a cushion to add in extra emphasis in select areas. It will also leave us with the opportunity to initiation guerrilla marketing if necessary to bring extra attention to the product.


Budget

GEOGRAPHY

ObjectiveSpread the BlackBerry message both in national and spot markets.

StrategySince BlackBerry 10 is a new product, it is important to cover areas that have both spot and national potential. The chosen markets reflect our target audience because they are the home to multiple Fortune 500 companies.

Geography

Market List

Student: Elizabeth Dearstyne

Professor: Caroline Riby

Semester: Fall 2012

Market Name Rank %US

Washington, DC 9 2.05%

Corpus Christi, TX 129 0.17%

Austin, TX 51 0.56%

San Francisco et al, CA 6 2.14%

San Antonio, TX 37 0.7%

Orlando et al, FL 19 1.27%

New York, NY 1 6.54%

Miami-Ft. Lauderdale, FL 16 1.36%

Los Angeles, CA 2 5%

Jacksonville, FL 49 0.58%

Houston, TX 10 1.82%

El Paso, TX 98 0.27%

Dallas-Ft. Worth, TX 5 2.16%

13 Markets Chosen, covering 24.62% of US households.© Deer Creek Software, Provo, UT

Market List http://mfpapp.mediaflightplan.com//reports/markets/1bngts9k1ik9v3gr9...

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RationaleLike mentioned in the target audience section of this report, we want to cover market areas that are the headquarters of multiple Fortune 500 companies and successful business corporations. These larger metropolitan areas are also home to a trend setting population of the U.S. If BlackBerry gains recognition in these areas, it will create viral bus that will spread across the rest of the county.

34 MEDIA PLAN: BLACKBERRY 10SCHEDULING

Janu

ary

Febr

uary

Mar

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Apr

il

May

June

July

SchedulingObjectiveIntegrating the timeline of the campaign into the fiscal calendar to help best deliver the message to the target audience.

RationaleThe first three months of the campaign is also the first quarter on the fiscal calendar. On the corporate side, this is the time when the company budget is allocated for the whole year. By intensively raising the awareness in this month, there is opportunity for making deals with corporations to choose BlackBerry as their company phone. On the individual side, these are the months when white collar workers enjoy the bonuses from the year end holidays. Thus, they have a surplus to spend on gadgets like phones. The second burst period in June also happens at the end of the second quarter.

Burst Scheduling


Scheduling


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1090522/review Gaudolin, T. (2004). Thanks to blackberry, working from an office is finally obsolete. How is your boss to know you are on the

beach? The Times. Retrieved from http://search.proquest.com/docview/319072520?accountid=14214 Blackberry People (Target Audience of Blackberry) http://www.youtube.com/watch?v=XsCYiy63rbo&feature=relmfu

http://us.blackberry.com/

Ken, S. (2012, November 06). [Web log message]. Retrieved from kensegall.com/2012/06/the-great-blackberry-marketing-mess/

Kilkelly, S., Strempel, D., & Pawlowski, W. (2012). S. Kilkelly, D. Strempel & W. Pawlowski (Eds.), Wireless Information in Professional Markets 2009- 2012doi:www.simbainformation.com

Miller, H. (2012, Nov 01). Wireless carriers testing RIM's BB10. Waterloo Region Record. Retrieved from http://search.proquest.com/docview/1125045695?accountid=14214

Netburn, D. (2012, May 01). Wake up!' apple store protest? Nope, blackberry marketing stunt. Los Angeles Times. Retrieved from http://articles.latimes.com/2012/may/01/news/la-wake-up-apple-store-protest- was-blackberry-marketing-stunt-20120501

Perlroth, N. (2012, Oct 17). From high-tech emblem to object of scorn. International Herald Tribune. Retrieved from http://search.proquest.com/docview/1112215927?accountid=14214

"Research in Motion Ltd." International Directory of Company Histories. Ed. Jay P.Pederson. Vol. 54.Detroit: St. James Press, 2003. Business Insights: Essentials. Web. 3 Nov. 2012.

Rim timeline. (2011, Apr 20). The Spectator. Retrieved from http://search.proquest.com/docview/862631876?accountid=14214

Thorsten, H. (2012, May 01). [Web log message]. Retrieved from http://blogs.blackberry.com/2012/05/blackberry-world-2012-keynote-blackberry-10/


Thank You!Liz DearstyneTra ToShruti SundararamanMegan Bliach

Timeline. (2011, Jun 25). Waterloo Region Record. Retrieved from http://search.proquest.com/docview/873619968?accountid=14214

Walcoff, M. (2009, Jan 24). Change has come: 10 years of BlackBerry; RIM has redefined how we communicate and how we do business -- it has also transformed waterloo region. Waterloo Region Record. Retrieved from http://search.proquest.com/docview/267287011?accountid=14214

Woyke, E. (2009, August 17). A brief of the blackberry. The author of "BlackBerry Planet" discusses RIM's early days, court battles and the influences of "Star Trek", DOI: forbes.com

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