Keeping Kids Warm

Casey Corley

Amy Smith

Paige Walters

Cody Hosch

Abby Brown

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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”

Client Profile: Mission Objectives

• Committed to providing the best quality blankets to foster children.

• Get the community involved in donating blankets for children.

• Provide less fortunate kids with a variety of blankets, throw, and quilts.

• The material will be organic and easy to clean.

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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

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Situational Analysis (cont.)

Weaknesses:

– Unstable resource network

– Low donations

Strengths:

– Statistical support

– Corporations want to be involved (CSR)

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Marketing Objective(s)

To be the lead distributor for blankets.

Expand the business by adding a warehouse in another state within 2 years.

In three years, be able to provide blankets to every foster child in Georgia.

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Target Market(s): Profile

• women ages 25-60.

• Psychographic profile: positive attitudes, charities and raising awareness.

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Target Market(s): Infographics

• Local news stations (television and radio)

• School kids & parents

• Homeless shelters and churches.

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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.

AdCom Objective Examples

•Place ads in newspapers such as Statesboro Herald

•Billboard, Transit, and Facebook ads

•Reach the Sunday “church” audience via newspaper ads

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Message Strategy: Perceptual Map

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Price Low

* Warmth

Incorporated

*Burlington Factory

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

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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

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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 children in need.

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Media Selection

• Print options

– Newspaper display ad

– Newspaper FSI

• OOH options– Billboard

– Bus Transit

• Internet ad option

– Facebook ad

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Media Placement & Budget: Schedule

• Facebook Ad Jan-Jun 2011

• Newspaper ad on Sundays

• FSI on Wednesdays

• Billboard 6 panel 100 showing

• Bus Transit

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Media Placement & Budget: Total Cost

• Newspaper =$2708

• FSI =$104

• Billboard =$5760

• Bus transit =$435

• Facebook Ad =$1400

• Total: $10,407

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Media Placement & Budget

• CPM for all media

– Newspaper = $96.72

– FSI = $3.70

– Billboard = $96.00

– Internet = $2.50

– Bus transit = $72.60

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Media Placement & Budget

• CPP for the following ads

– Billboard = $384.00

– Bus transit = $87.04

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Print Ad : Newspaper

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Quarter page 3 col. X 9.75-inch color ad run for one month on Sundays in the Statesboro Herald.

Make comprehensive proportional.

$1,934.40

Print Ad : Newspaper FSI

FSI single sheet ONE SIDE 8½x11 glossy 80# paper

sheet w/4 color = $0.10/sh

Insert on Wednesday, $37 per 10K (20K) = $74 21

Out-of-Home: Billboard

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100 showing Jan-Jun 2011, Fair Rd. in front of Clyde’s

6 panel $19,200

Internet ad: Facebook

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•Budget of $50.00 per day

•0.88 per click

•Population of 30 and over is 9,260

Bus transit

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•Population of 393,932

•6 panel billboard for $21,760