Table of Contents

2 | MEMORANDUM

Situation Analysis | 3

5 | Research

Swot | 7

9 | Creative Brief

Creative Work | 10

15 | Media Plan

Meet the Team!Brandon Ventimiglia

Account Director

Adam Waynick Account Director

Rob Hirschberg Account Director

Megan Roberts Creative Director

Xue Kang Research Coordinator

Shuhui Guan Research Coordinator

Leaving An Impact

<<

>

>

1

MemorandumCrater Advertising was established on a very basic principle: to always create an impact for its clients. We strive to provide high-efficiency advertising and marketing solutions to businesses like yours through investigative market research, precise media planning and a personal touch that only comes from an agency as close as ours. After initially meeting a few executives from the DMS Moving Systems family, our innovative minds quickly began to buzz with a number of ways to help you achieve your goals. Creating new, long-lasting relationships with a number of businesses across various industries is no simple task, but we are confident that the following proposal will go above and beyond your expectations. We want to express to you our most sincere thanks, as it was our honor to work with such an amazing company and family on this campaign. We believe that this partnership will create a resounding impact on your business, and on ours as well. Sincerely,

2

Situation Analysis

Client History: DMS Moving Systems was originally founded in Dearborn, MI and later moved to Canton, MI. Our client spe-cializes in home moving, corporate relocation, government personnel relocation, and serve a variety of com-mercial moving needs. DMS has been involved with Home Moving since 1955. In 1983, DMS became an Atlas Van Line Agent, which helped grow and create new moving opportunities for the company.

Client Description: (Key Challenges & Barriers, Expansion Ideas, Opportunities) Some key challenges that DMS face are the growing competition from local competitors and differentiating themselves from their competitors. DMS has plans to expand their commercial & office relocation side of the business locally and regionally. The company has a lot of opportunity to grow and market themselves through mediums such as billboards and search engine advertisements.

3

Competition: DMS has direct competition with many local movers. Their biggest competition locally is with the following companies: MCR Relocation, TME Relocation, Concierge Movers, and McCollister’s Office Relocation. DMS’s competi-tion with commercial and industrial moving are companies, such as Two Men & A Truck and Palmer Moving.

Target Audience:DMS has two different target audiences for each side of their business. In home moving, they are targeting families, newlyweds, bachelors, etc. While for their commercial and office relocation they are targeting building managers, and property management firms (those that would collaborate work with DMS.) This is the target market we will be focusing on.

4

Primary ResearchMost Preferable Season To Move

Spring <> Summer <> Autumn <> Winter

Hou

rly

Use

Of I

nter

net

Per W

eek

3-6

<>

7-1

0 <

> 1

1+

100 Survey Respondents

Over

Only 3% recognize DMS Moving Systems

48% of respondents said quality of service was the most important when deciding on a moving company.

Internet Search Engine Word of Mouth TV CommercialsBillboardsSocial Media Yelp, My Boy Shifty

Where To Find Information On A Moving Company

5

5% 25% 34% 36%

7%

25%

68%

Secondary Research

companies are operating in the moving industry

this year

14,448

Atlas World Group Inc. has a 5.0% market share.

Corporate customers, ranging from small business to large multinationals, are the

second-largest market for the moving

services industry.

one out of 2,000 agents throughout the United States to win the 2011 Agent

of the Year Service Excellence Award.

Atlas World Group found that 63% of companies outsourced their relocation services in 2012

An 8% from 2009.h

DMS Moving Systems was

9 times out of ten corporate decision-

makers rank qual-ity of service critically

important.

ALL DATA RETRIEVED FROM IBIS WORLD US

6

<S<w<O<t>> Strengths > Multi-generational experience in moving industry > Certified training programs > An Atlas agent > Have a solid business model > Recently updated their website

Weaknesses > Not utilizing SEO (Search Engine Optimization) > Higher costs than competitors & unable to lower prices > The online presence is outdated > Behind on branding through social media > Need to have a better sense of what differentiates their services from the competition

INTE

RN

AL

7

Opportunities > Reach more customers and gain more leads through online marketing such as search engine ads > Expand the commercial side of their moving business > Generate more commercial sales during the winter months because this is when most companies move or change locations > Reach out to purchasing departments and building managers

Threats > Regional competitors are growing (Two Men & A Truck and Palmer Moving) > Competitors are starting to service commercial & industrial moving > Uneven seasonal sales > Online complaints

EXTE

RN

AL

>>8

Creative BriefClient: DMS Moving Systems Campaign: “That’s Why We’re Better”

Objectives: Demonstrate DMS Moving Systems unparalleled professionalism while delivering peace of mind through reliable service by increasing their visibility through a push in SEO & SEM tactics, we will exemplify DMS Moving Systems emphasis on building and maintain long term relationships.

Target Audience: 30-65 years old professionals.

Insights: They’re decision makers and find reputation important.

Take Away: DMS has well trained and professional crews that work every job. They are getting better quality when they choose DMS over another moving company

Tone: Professional, Efficient, and Reliable.

>>9

Creative work

10

Bil

lb

oa

rd

s

We’ll Make Sure You’re Front Row Ready...

That’s Why We’re Better.

11When It’s With Us, You Won’t Worry...

That’s Why We’re Better.

Business Journal

These will advertise in Crain’s Business Detroit Newspaper. Their readers are exactly DMS’s target market: 93.8% are executives (of 35+ yrs of age) at major Detroit area businesses.

12

APPROVEDAPPROVED

front

Back

Direct Mail

DMS MOVING SYSTEMS

Our Cups:2011 AMSA

Agent of the Year Service Excellence

16-Time Recipient Milton M. Hill Quality

Award

13

1. (MS) MAN AT COMPUTER DESK WITH MEMO TO ORDER TRANS-PORTATION FOR THEIR COMPANY.

2. (ECU) HANDS ON KEYBOARD, GOOGLING OUR KEYWORDS. ZOOM OUT TO COM-PUTER SCREEN AND SEE CLIENT NAME.

3. (MS) MAN PICKS UP PHONE AND CALLS DMS. SPLIT IMAGE. MAN RIGHT. WOMAN LEFT.

4. (LS) DMS TRUCK IN BACKGROUND. MAN AND WOMAN IN FRONT SHKAING HANDS.

5. (HELICOP-TER) MAP OF TRI-STATE AREA: MI, IN, OH. (PAN) DMS TRUCKS TRAVELING.

6. (CU) FRONT OF BUILDING. STEP THROUGH DOORS AND SEE ALL PRODUCTS SET UP. (PAN L-R) THEN DISSOLVE.

VIDEO:

AUDIO MUSIC:

1-4. SOFT BACKGROUND

5. FAST ANTICIPATORY

6. TRIUMPHANT

CLIENT: DMS MOVING SYSTEMS

LENGTH: 2:00TITLE: “THE

PROCESS IS SIMPLE”

Video storyboard14

Billboard

Direct Mail

Journal

SEO/SEM

Video

Med

ium

s

JanuaryFebruary

March April May June July AugustSeptember

OctoberNovember

December

Months

Media Plan 15

Media Plan Overview16

Thank you!