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E71 Integrated Marketing Communications Plan

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Executive Summary Within the following document you will find information outlining a strategic marketing plan to launch the Nokia E71, increase top-of-mind awareness of the product and overall revenue for Nokia through purchase of the Nokia E71. The following data was extracted to ensure maximum effectiveness through a marketing communications plan crafted exclusively for the Nokia E71. With the contents of this marketing communications plan, Nokia will delve into the mind of their target audience and acheive maximum exposure of the Nokia E71 using proven data specific to our target demographic. This campaign has been wholly crafted to assist Nokia in successfully achieving all of Nokia’s marketing goals.

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Situation Analysis Company Nokia is a communications corporation from Finland that manufacture mobile devices and develop similar characteristics in Internet and communications. They are available in upward of 150 different countries and rake in a hearty 41 billion dollars annually. Nokia is the world’s largest manufacturer of mobile phones and represent a whopping 39% of global device market share as of 2009. Product – Nokia E71

• 3G • GPS • Maps • Wi-Fi • World phone • Attachments • Full keyboard • Email and instant messaging • 3.2 MP Camera • Multimedia player • Up to 8 GB memory • Bluetooth support

At only $329.99 without a contract, this Stainless steel mobile phone is the thinnest full keyboard smartphone sold by Telus. The Nokia E71 is a mobile phone with a number of impressive features including the ability to access emails and read Word and Excel attachments, use a full keyboard to painlessly text and email without having to press a button several times and instant messaging capabilities. The phone also allows for use of a multimedia player to view videos, listen to music and audio files. The Nokia E71 is a 3G phone, which allows the user to browse online, stream video and download with speed and ease through the TELUS network. The phone also has Wi-Fi that allows the consumer to connect to the Internet with ease. The phone has a 3.2 MP camera allowing you to take pictures and upload them to networking sites like Facebook or Flickr. The Nokia E71 also has a GPS feature that provides anything from driving directions to concert venues, or you can make use of the map capabilities and find what you’re looking for. Because the Nokia E71 is a world phone, allowing you to stay connected anywhere in the world. The phone also has additional features like FM radio, Bluetooth support and up to 8GB memory.

Consumer Analysis (See audience definition for further information)

Potential Consumer Smartphone users are persons who live hectic lives that require an immense deal of organization and availability. They are individuals that require everything to be accessible to them and need to be able to multitask anywhere. They have an average to above-average household income and as a result have more disposable income to spare on life-simplifying gadgets. They consider a mobile phone an investment and use it for everything from placing a simple call to emailing a business client or boss.

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Markets We will be focusing our campaign on the three largest metropolitan markets in Canada. Primarily, we will be speaking to the Ottawa market and will also be reaching out to the Greater Toronto Area and Vancouver markets. As of the Stats Canada 2006 Census, by speaking to these three markets we will have access to over 8 million people. Ottawa-Gatineau C.M.A

As the capital of Canada with a population of 1,130,761, Ottawa will be our primary focus throughout the course of this campaign. Ottawa is the fourth largest Canadian municipality and is the second-largest in Ontario, second only to Toronto. In 2009, the Ottawa-Gatineau CMA was estimated to be the fifth-largest CMA in all of Canada with a population of 1,220,674. Because Ottawa is the capital of Canada, was voted the fourth cleanest city in the world by Forbes magazine, and is home of the worlds largest skating

surface among so many other tourist attractions, it is swarmed with tourists annually and has a higher volume of traffic with more commercial opportunity for profit and top-of-mind awareness. This particular market is the venue for many annual events that attract people from all over Canada, events like the Cisco Ottawa Bluesfest. With over 70% of our outlined target demographic making up the largest majority of this event in particular it is an ideal area to speak to. Toronto C.M.A The Toronto market is composed of 5,555,912 people and is the largest city in Canada, which represents approximately 25% of Canada’s population (as per 2006 Census). Toronto is a leader in economic services like telecommunications, media, television, business and finance, among others. They are considered one other the world’s top financial centers and as such, present great opportunity for the success of this campaign. Vancouver C.M.A

With a population of 2,116,581 as per the 2006 Census, the Vancouver market is the largest metropolitan area in Western Canada and is the third largest municipal area in the country. Vancouver is home of the largest and busiest port in Canada (forth largest in North America) and is known for it’s natural beauty resulting in a large amount of traffic generated by tourists. It is the third largest center of film production in North America, nipping at the heals of Los Angeles and New York City.

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Competition Direct competition of the Nokia E71 consists of Smartphones as a whole, as they represent the highest demand of qualities one looks for in a mobile companion. Blackberry and Apple pose the largest threat on the Nokia E71 as they have such a strong hold on the mobile phone market in world at the moment. There are however a number of other strong brand names in the Smartphone game that have built positive reputations, like Motorola, Samsung and Sony-Ericsson. Through this campaign we will be able to highlight the fact that the Nokia E71 has all of the features you would find in a Blackberry Smartphone or an iPhone and it will only cost a quarter of the price. Indirect competition would include any non-Smartphone models as well as lesser-purchased brand names such as HTC or Phillips. This is not to say that the manufacturers seen in the indirect competition column are not known to offer good products, but they simply do not pose as great a threat. While computers and laptops can be considered competition in the sense that it allows similar access to information in friends, this would be considered something in the realm of alternative gratification, as it is not nearly as portable as a mobile phone. Direct Indirect

• Blackberry • Apple • Motorola • Samsung • LG • Sony-Ericsson • Acer • Sanyo

• Audiovox • HTC • Casio • Panasonic • Phillips • VTech • Toshiba

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Nokia E71 SWOT STRENGTH

• Affordable • Smartphone • User friendly • High re-sell value • Features like:

• HTML browser capable of streaming • GPS and Ovi Maps • Wi-Fi enabled • 3.2MPcamera with flash and auto focus capable of video calling • SMS, MMS, IM capabilities • Up to 8GB memory • Email • Bluetooth • Music player • Alarm clock • Voice memo • Facebook app • International roaming • Speakerphone

• Looks like a Blackberry with similar features • Great customer service • Thinnest full keyboard mobile phone • Easy to use full keypad • Camera with flash • Durable metallic body • Walking or driving directions with the maps app • Society's need to constantly be in touch via mobile, text and email • Society's need to multitask • Synchronize your desktop calendar and contacts through mail for exchange

WEAKNESS

• Not conceived as "cool" like a Blackberry or iPhone • Poor reception quality • Battery dies quickly • A little slow

OPPORTUNITY

• Celebrity spokesperson to increase social perception • Offer better apps that make life simpler like the new CIBC mobile banking app

newly available to iPhone • Threat of the economy may make the Nokia E71 a more suitable choice than a

Blackberry or iPhone THREATS

• Growing popularity of iPhone and Blackberry • iPhone keeps coming up with apps that are targeting an older demographic

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Audience Profile Demographic

• Persons aged 18-49 • Average HHI $40,000+ • Have a minimum of High School diploma

Psychographics

• Busy/stressful lifestyle • Enjoy traveling • Look for functionality and affordability in a purchase

Potential consumers of the Nokia E71 are persons between the ages of 25 – 49 who earn a household income upwards of $40,000 and who have a minimum of a high school education. They live a busy lifestyle, enjoy travel, and are rational when it comes to their buying decisions.

Figure 1

Although persons aged 18-24 compose a large segment of the market, these individuals are highly influenced and focus too heavily on the societal value and perception of Blackberry and iPhone users, individuals within this demographic are less likely to purchase the Nokia E71. Statistically and through information extracted from PMB and NADbank, by focusing on persons aged 25 to 49 we were speaking to people with a higher household income (as seen in figure 1), far more disposable income and a higher level of buying power. Also, through supporting evidence obtained via PMB and NADbank, persons within a higher age bracket have less concern with regards to the perception they give in the mobile world and are more concerned with functionality and affordability. These individuals are well educated and have a minimum of a high school education, enjoy reading and listen to music an average of 10 hours a week.

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18 - 24 25 - 49

(%)

Have an household income of $40,000 +

Household Income

Ottawa

Toronto

Vancouver

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Figure 2

Figure 2 showcases the amount of money that the target audience is willing to spend on the purchase of a mobile phone. With the highest percentage existing within the $200 to $400 range we can be confident in the appeal the Nokia E71 will have. That paired with its features in correlation to what an individual is looking for in a phone will undoubtedly retain the attention of our intended audience.

Figure 3

Figure three displays the percentage of our target audience that look for the above features in their mobile phone. There is a large demand for features that can only be found on a Smartphones like email capabilities or GPS. From research found in NADbank 2008 we are able to determine that a large number of our demographic are fully employed. And within those that are fully employed, 26.3% have jobs that sometimes require travel, and 46.1% of our target demographic enjoys traveling recreationally (as seen in figure 4). This significantly increases their need for mobile availability via email, text messaging and mobile phone, features provided by the Nokia E71.

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Amount TA is willing to spend on a mobile phone

Purchasing Habits

Ottawa

Toronto

Vancouver

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Camera Email Web Browser

Text Messaging

Media Player

GPS

(%)

Features TA looks for in a phone

Mobile Needs

Ottawa

Toronto

Vancouver

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Figure 4 Our target demographic lives a busy lifestyle and is often required to be available. With threat of real economic changes, performance in the workplace has become more pressing. These individuals must be able to be reached at all times and need to be able to react quickly. The Nokia E71 gives the consumer every tool they need to achieve all of their daily objectives on the go.

Figure 5

The majority of persons within our target audience are married and own their own home which predicts a larger amount of disposable income. NADbank also shows that a significant amount of these individuals work for the government, insuring more job stability, increasing likelihood of the targets purchasing the Nokia E71. The Nokia E71 allows its consumers a way to organize their lives and remain reachable in a way that is both convenient and significantly more affordable then a Blackberry or iPhone, further accommodating consumers through changes in our economy.

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Fully Employed Job requires travel Travel recreationally

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Employment & Leisure

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Toronto

Vancouver

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80

Married/Living together

Single Own Home Employed by Government

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Lifestage & Employment

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Vancouver

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Figure 6 Figure five shows those persons who currently own a mobile phone and also those who will be purchasing a mobile phone in the next six months. This presents opportunity where top-of-mind awareness is of high importance and far more simple to achieve. Statistics Canada shows that purchase of mobile phones is at a high between May and April, second only to December and January (Christmas & Boxing day). What this also indicates is that there will also be a large number of contracts ending, meaning that the consumer will be needing a new phone and getting it at the new customer price. * More information regarding the target demographic will be determined throughout the media rational.

Problem/Opportunity In more recent years the threat of financial instability and decrease in job security has created an obstacle for most businesses. People are becoming more prudent and rational in the spending of their earnings. Because people normally keep a phone for an average of 3 years, the frequency of purchase for a customer is directly related to the expiration of their contract. However, through information collected by Statistics Canada, the highest number of contracts are signed in the summer months. This presents itself as an opportunity for Nokia not only speak to those wishing to replace an outdated phone, or for those who have not yet purchased a phone, but to those who will have the added incentive of a new client discount. This allows the customer to feel they are getting the product for less without devaluing the product.

Objectives Marketing

• Increase sales 25% in the forthcoming year • Amplify market share by 20% by July 2011 • To collect data on target audience for further use of Nokia • Generate a 3% response of direct mail through event attendance

Communications

• To attain a minimum awareness level of 70% among the defined target audience within the Ottawa, Toronto, and Vancouver C.M.A’s

• Increase revenue and sales through purchase of the Nokia E71 by 35% Advertising

• Stimulate Target audience to purchase the Nokia E71 • Generate traffic on the website to further promote the launch of the Nokia E71 • Educate the target audience on the benefits of investing in this quality item • Increase top-of-mind awareness

0 20 40 60 80

100

Own a mobile phone Intend to acquire a mobile phone in the next

6 months

(%)

Mobile status

Ottawa

Toronto

Vancouver

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Media rational & IMC plan IMC Mix Ultimately what we want to do is:

• Increase brand image • Increase awareness of our new product • Encourage product trial • Increase revenue through purchase of the product • Collect data on intended audience

And we will achieve these objectives through use of the following IMC tools Sales Promotion Objectives

• Gain product trial • Retain current customers and possibly increase amount of purchase • Increase sales within a set time period • Generate excitement in a campaign • Build excitement and support among sales force • Collect data on intended audience

Tactics

• Specialty Packs • Sampling Stations • Contest

Cost $2,99500

Specialty Packs A free Bluetooth headset will be given away with the first hundred Nokia E71s sold at the product’s launch. This will be a good incentive because of the laws against talking on your cell phone while driving. A month of unlimited texting will be provided to those who buy the Nokia E71 within the first month of the product’s launch. This serves as added incentive for purchase of the Nokia E71 and may result in added income for Telus as the user will likely decide to make it part of their plan after being able to use it without fear in the first month. Also this promotes use of the full HTML keyboard, showcasing how easy it is on this amazing phone. What does this achieve? This allows some kind of additional incentive for the customer in terms of saving. The customer feels like they are being rewarded without devaluing the product, which creates a sense of prestige for then Nokia E71. Cost $240000 Sampling Stations around the city Nokia phone booths will be set up in Telus stores located in popular areas around the city. This includes shopping malls, the downtown market, and booths set up at local events (such as Bluesfest). Phone booths will be set up with Nokia E71s available for trial.

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People would have access to text messaging, phone calls, SMS, MMS, Email and Instant Messaging; all features that come with the Nokia E71. A Nokia/Telus representative should also be present to avoid theft, damage, and over-use. The representative should be well educated about the phone so that they can offer additional information and promote sales. What does this achieve? This strategy allows for product trial. Your audience gets to try-out your product and all of its’ features. It is in a controlled environment so that nothing is damaged, stolen or abused. All booths will be set up inside Telus stores so that after sampling and falling in love with our product they are only steps away from purchasing. This will also allow for product education. Customers will be able to interact with the Nokia E71 and will have any questions about price, contracts, and features answered instantly. Cost $59500 Find Your Match Game Nokia and Telus will post the “Find you Match” game on their websites. Participants will describe their ideal cell phone and get matched with the phone that best suites their needs. By using information provided in figures two and three, the game is proven down to a 76.2% chance that the consumer will end up with the Nokia E71 as their perfect match. For those who will end up with other phones as their match we will be suggesting that they either upgrade to the Nokia E71 or show the customer that they can get the same features in the more expensive phone for a far lesser cost through the Nokia E71. This make the customer feel less like it is a marketing ploy to sell them one phone by seeming giving them options with the reassurance of statistics, and if all else fails this games promotes all cell phones provided by Nokia, guaranteeing increase in revenue. What does this achieve? This will draw attention to the Nokia website; where they can access all the information about the phone, the contest, and other facts about the Nokia E71 phone. Contest applications will be used for data collection. This is also a great opportunity to show off how perfectly our phone will work for everyone. The game will highlight the fact that the Nokia E71 has tons of features and is still affordable. This will help new phone buyers make decisions, especially if they are open minded or unsure of the phone they are looking to purchase. This also provides a great way to gain access to our demographic and at no cost, as this will be created by our internal online team. Cost $000 Public Relations Objectives

• Gain positive media coverage • Inform customers about how to select, buy or use a product • Introduce new product • Influence opinion leaders • Build or maintain a positive corporate image

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Tactic • Media Release

Cost $000

Press Release A company’s most valuable ally is the press, this is our direct voice to our audience. A press release will be sent to expose newspaper readers within our demographic to tell people about out the Find Your Match event. The press release is a good way for the event to achieve more credibility in the eyes of the reader because it is not a straight advertisement. This is also a good way to get attention with at no added cost to Nokia. What does this achieve? This will allow us to reach our target audience in a way that will not seem so direct. They will be lead to believe that the event was impressive enough to capture the attention of an established publication. This will make the reader less reluctant to attend and encourage them to be more open to the idea of the event in general. Cost $000 Event Marketing Objectives

• Sell product • Build relationships with consumers • Educate/inform the consumer on the benefits of the product • Launch Nokia E71 • Build Brand image • Sample & demonstrate product • Build database

Tactic

• Product launch • Event

Cost $000

In-Store Product Launch All Telus stores will promote the In-store launch of the Nokia E71. They will send direct mail pieces to all of their users, and will give invitations to everyone that comes in the store a week before the launch. Everyone that filled out the RSVP sheet in each application will be entered in a draw to win a free Nokia E71 the day of the launch. Also, with every purchase of a Nokia E71 you will receive a free specialty pack.     What does this achieve? This will encourage Telus users to upgrade their cell phones to a Nokia E71, and they will attend the event to win a free phone. This promotion could be extended to the week of the product launch. Cost $17,00000

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Find Your Match Event Invitations will be sent out with our direct mail Scratch n’ Match cards in Toronto, Ottawa and Vancouver. Three events (one in each city) will be run, and will act as a means for customers to collect the prizes they won with the direct mail pieces. Upon arrival, attendees will receive a square puzzle piece that clearly fits into only one other piece. Each piece will have a different picture of the Nokia E71 phone on it. Throughout the event, participants will be encouraged to meet other participants in hopes of finding the piece of the puzzle that fits with theirs. The first pair to find their match will win the first choice among our variety of prizes, ranging from an all-inclusive vacation to free Nokia E71 phones to free Bluetooth headsets. The second pair to find their match will earn second pick, and so on. Throughout the event, Nokia representatives will be mingling amongst the crowd educating them on the Nokia E71 phone, and encouraging sales. Sample phone booths will also be set up. This is also a great way to tie our campaign in with Nokia’s “Connecting People”. What does this achieve? To evaluate the number of recipients of our direct mail pieces, to gain data collection, to increase product knowledge and awareness, and strengthen brand image. This will also allow us to gain Media coverage. Cost $135,00000

Direct Marketing Objectives

• Direct people to website • Introduce the Nokia E71 to a specific audience • Generate revenue through purchase of Nokia E71 • Get people to come to our event

Tactic

• Direct Mail Cost $1,54500

Direct Mail Telus customers will receive Scratch n’ Match cards in the mail. These will be similar to lottery tickets, in the way that you have to scratch the card and if your symbols (pictures of the Nokia E71) match, then you win a prize. Everyone will win a prize; prizes will vary. Prizes can be collected at the “Find your Match” event, and the direct mail piece will also act like an invitation to the event.     What does this achieve? To show off the Nokia E71 phone. To attract customers to our “Find Your Match Event” and to the Nokia website. Cost $1,54500

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Guerilla Marketing Objectives

• Generate intrigue in the Nokia E71 • Educated target audience on why the Nokia E71 is their perfect match • Promote online game and major event • Collect data n target audience • Increase top-of-mind awareness • Gain exclusive access to our audience • Create relationships

Tactic

• Booths • Stickers

Cost $11,65300

Booth A group of Nokia representatives will be appearing at major festivals in Ottawa, Toronto, and Vancouver. They will set up a Nokia E71 booth that will provide information about the phone, and plans available with Telus. The “Find Your Match” game will be available at every booth, along with draws for a free phone, and information regarding our Find Your Match event. Every street team will come equipped with [Nokia E71 features] puzzle stickers as a promotion for our event. The booth will also include one of our Nokia E71 phone Booths to help people who have been separated from their group, or anyone who needs to borrow a phone. What does this achieve? The booths will increase product awareness. The Nokia E71 phone booths will promote product trial, along with promoting our online game and our major event. The stickers will increase brand awareness and promote our online game, event, and will increase product knowledge.      Cost $9,15300

Stickers Our representatives will give out Puzzle Stickers. These are stickers in the shape of the Nokia E71 with a list of features where the screen would normally be. The stickers will also break up into pieces, like a puzzle. The stickers will be different colours so that people can mix and match pieces and put pieces of anywhere.   What does this achieve? To increase product awareness.  This also creates a way to access our audience in an extremely targeted way. The consumers are given the stickers to stick wherever they so chose, these stickers will allow us to access them in unexpected places, and they may even chose to place these stickers in places that are prohibited without attracting any negative attention in the direction of Nokia. As we will suggest appropriate place to place the stickers, like car bumpers or notebooks.    Cost $2,50000

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IMC Budget & Blocking Chart SALES PROMOTIONS Sampling stations around the city $35/booth x 17 stations (4 in Ottawa, 8 in Toronto, 5 Vancouver) Specialty Packs $800 x 3 (Ottawa, Toronto, Vancouver) Find your match game Free $2995

PUBLIC RELATIONS Press release free $0 EVENT MARKETING In-Store launch 17 locations x $1000 (including food, prizes, ect) Find your Match Event (Ottawa, Toronto, Vancouver) 3 x $45000 (Including food, prizes, ect) $152,000

DIRECT MARKETING Direct mail * Ottawa (1000) Toronto (2000) Vancouver (1500)

$5 processing fee $0.12 per item delivery $1000 for product cost + bundling $1,545

GUERILA MARKETING Booths (Ottawa, Toronto, Vancouver) 3 x $2151 portable booths 3 x $9000 to rent space for full festival $35,953

Stickers 3 x 5000 stickers valued at $0.50 per piece $35,953 IMC TOTAL $192,493

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Advertising Objectives

• Increase product awareness • Research/data collection • Enhance Nokia E71’s image among a well-defined target audience • Maximize top-of-mind awareness • Generate need & want in consumer for the Nokia E71

Tactic

• Television • Print • Transit • Outdoor • Online

Cost $1,088,22700

Television Television is a strong advertising medium relying on the combination of visuals and sounds to catch the attention of our target audience. Television reaches a wide range of individuals and is, therefore, a crucial extension of our advertising campaign. Furthermore, it is proven through information extracted from NADbank and PMB that our target audience watches a lot of television. In Ottawa 89.2% of individuals have watched television in the past week, in Toronto the numbers come close at 87.6%, and final Vancouver at 90.3%.

Figure 7

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100

Local News Reality Television

Sitcom Biography

(%)

Programmes watched

Why local news? Ottawa Toronto Vancouver

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In figure six, you can see that the most watched programming in television for our target audience is their Local News. We recommend playing two 30-second broadcasts in each individual city per week. All of which will be played on their corresponding local news station. Commercials should alternate between the Morning News, (airing from 9am-12noon) to the Early News, (airing from 5-7pm) to maximize your number of impressions. Cost $732,24000

Print Of the target audience residing in each major municipality (Ottawa Toronto, Vancouver) an average of 65.7% use newspapers as their primary source for media. This is why we recommend that a very large percentage of our budget be allocated to the use of newspaper. We recommend advertising in the major newspapers for each city to ensure a targeted reach of the largest number of people within our target demographic. In Ottawa we recommend the Ottawa Citizen, the Ottawa Sun, and Metro. In Toronto, the Toronto Sun and we recommend the Vancouver Herald in Vancouver. We suggest that all advertisements be full page, full color advertisements. They would be shown biweekly for 12 consecutive weeks. The Ottawa Sun is an exception to this, as it will be placed twice per week for the full 12 weeks, as it is the most read newspaper by our target audience. This continuity program will ensure that the advertisements are noticed and become memorable to the readers without overwhelming them. This is also a means of getting a maximum number of impressions per reader for minimal cost. And the volume of print we recommend purchasing results in a 30% savings through continuity discounts.

Figure 7

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Section Usually Read

Section Sellection

Ottawa

Toronto

Vancouver

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In figure eight you can see that in all three major cities, the general news section is the most read section by our target audience. With this information we support the 25% positioning fee for all five publications. This guarantees maximum exposure in all three targeted cities. Ottawa Sun $106,27700 Ottawa Citizen $59,20900 Metro $12,00000 Toronto Sun $71,51300 Vancouver Herald $79,01800

*all above totals include positioning fee

Insertions

MON -FRI SAT-SUN Ottawa sun 12 12 Ottawa Citizen 5 9 Metro 5 9 Toronto Sun 5 9 Vancouver Herald 5 9 Cost $328,04700 Transit In all three major cities there is a high level usage of public transportation (as seen in figure eight). We will use this knowledge to our advantage by exposing those individuals within our target demographic to our advertisements while they get from A to B.

Figure 8

In each corresponding city we will recommend using interior transit cards to advertise the Nokia E71that would run for the entire three-month period of the launch. We suggest advertising in three busses in Ottawa, six busses in Toronto, and two busses in Vancouver. The Busses targeted will be those catering to major areas of the city where the largest number of our demographic travel. We recommend distributing the amount allotted to transit in accordance to the level of transit usage for each individual city to increase the accuracy and strength of our reach.

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Used public transportation in past 7 days

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Transit Usage

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Transit # busses May June July Ottawa 3 Toronto 6 Vancouver 2 Cost $18000 Outdoor In relation to the use of transit we will also recommend advertising on bus shelters using street level posters. This will increase top-of-mind awareness by exposing your audience to the Nokia E71 up to four times on their trips to and from destinations without overwhelming them. Mall Posters May June July Ottawa Toronto Vancouver We will also suggest utilizing the use of mall posters to direct attention to TELUS stores in the major malls chosen in each city. This will create an interest in the product while allowing easy and convenient access to a cell phone provider for purchase or inspection. Each of the malls chosen for the major cities targeted should run for a four-week period. Street Level Posters May June July Ottawa Toronto

Vancouver Finally are superboards, we don’t want to exclude those persons who do own a motor vehicle or bike to work. We recommend superboards be placed in high traffic areas in all three cities, increasing the number of impressions made throughout the three-month period of the launch. There would be one superboard in each of the three cities running in four-week periods. Superboards May June July Ottawa Toronto Vancouver *Please note that cost for the print and shipping as well as mounting of creative has been included in our total.

Cost $ 20,04000

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Online

Figure 9

In figure nine you can see the level of usage of the Internet. All three cities targeted in this campaign average at 91.3% having used the Internet in the past seven days. Facebook reaches over 400,000,000 active users, which is why we recommend this be a pert of the Nokia E71 campaign. Advertisements would be targeted towards adults 25-49 living in Ottawa, Vancouver and surrounding areas. We will be using demographic and psychographic filters; along with keywords to speak to our target audience. Through preliminary research we have concluded we will reach approximately 2,150,880 people within your demographic through Facebook over the course of the campaign. This will cost a total of $2,000. We also suggest the use of The Ottawa Citizen Online as an additional Internet media. The Ottawa Citizen Online is a well-established Internet News site with 486,000 unique visitors to the site in November 2009 alone. The unique thing about using Ottawa Citizen Online and print allows us not only to reach readers exclusive to online or print but you are also reaching those 45% of readers who read both the online and print twice, increasing your reach and impressions exponentialy. We have chosen to use leader boards with specific page selection, and user targeting. Total costs of this advertising will be $31,000, promising 800,000 targeted impressions. It is also recommended that our campaign is placed on Internet dating sites such as Lavalife and E-harmony. This choice closely follows our theme for the Nokia E71: Your Perfect Match. Lavalife is a community with over 1,800,000 active members, and 26,000+ new members joining weekly. It is known that 33% of Lavalife users are already looking to purchase a new cell phone within the next year. Through user profiles, we can target our demographic easily and effectively. Total cost of advertising on Lavalife for the full 62-day period is $2400. Eharmony also features extensive psychographic targeting capabilities and demographic targeting. The site has an astounding community of 20 million people online and obtains an average of 15,000 new users daily. It is strongly recommended to extend the campaign to this site to further drive our intended message. Total costs to advertise on E-Harmony for the full 62 days will cost $2650.

89 89.5

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93 93.5

Have accessed internet in the past 7 days

(%)

Internet Usage

Ottawa

Toronto

Vancouver

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Online MAY JUNE JULY Facebook Ottawa Cittizen Online Lavalife Eharmony (Ottawa, Toronto, Vancouver)

Cost $38,05000

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Evaluation There are several ways to measure the success of this campaign. It can be measured at store level through the measure of sales & traffic at our in store launches around the city. We will also be calculating how many of the “scratch n’ match” direct mail pieces make their way to our “Match em’ up” event and ask those attending where they heard about the event. We are also able to track the number of individuals who visit the Nokia website to play the “perfect match game” as well as provide status reports on the number of impressions made on all online vehicles (Facebook, Lavalife, Eharmony, Cittizen Online). Our print advertisements will offer the consumer a free Bluetooth headset with the purchase of a Nokia E71 at our in-store launch. Throughout that call to action we will evoke urgency and also be able to measure how many of these clippings come in. This will allow us to better monitor the consumer’s exposure to the campaign and how effective these tactics have been. Our online survey will inquire as to where they heard about the Nokia E71 and what directed them to the website. It will also require the consumer to provide their email so that we can email the winner. This will allow us to build a list for Nokia for future launches or survey information.

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Creative Strategy Who is our target? “Hi. My name is Ashley Jenkins. I am 29 years old, single and employed by the government. I am an avid email user and I am always on the go, but always making time for Facebook or Eharmony. My job involves a lot of travel so I have to be really organized, and I spend a lot of time on the phone. My only problem is that I would like to be able to access every aspect in one place. I don’t like going from a cell phone to a computer repeatedly to reach someone, it’s so inconvenient. It would be more convenient for me to do everything I need to do with one phone.” Where are we now in the mind of this person? “I have looked at many cell phones that allow me to surf the Internet, send emails, talk, and text, but I don’t really know that the Nokia E71 has what I am looking for. It’s a nice looking phone, but I don’t really know that it is the phone for me.” Where is our competition in the mind of this person? “The Blackberry and iPhone are nice phones, and sure they are really popular with people younger then me, but I just can’t justify spending that much money on a phone. The Blackberry and iPhone offer so many features and applications that I don’t really need and they are so expensive. If I’m not going to use the parts of the phone that set them apart from other smart phones, why spend the money?“ Where would we like to be in the mind of this person? “I love how the Nokia E71 has all the features I need and it lets me do everything I want to do and it is so much more reasonably priced. I am not paying for services that I won’t use. The phone allows me to be organized and I can do everything I need with one phone for the price I want.”