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Plaid Avenger

Plaid Avenger. Integrated Marketing Communications Plan. Presented By: . Professor Donna Wertalik. Will Chang , Cort Highfield , Matt Renton & Ashley Bunce. Who We Are . Our Mission: “We aim to make one man’s vision visible to others”.

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Plaid Avenger

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  1. Plaid Avenger Integrated Marketing Communications Plan Presented By: Professor Donna Wertalik Will Chang,Cort Highfield, Matt Renton & Ashley Bunce

  2. Who We Are Our Mission: “We aim to make one man’s vision visible to others” Our Members:CortHighfield, Will Chang, Ashley Bunce and Matt Renton

  3. What We Will Cover • Who Is Our Client • Where They Came From- The Past • Where They Want to Go- Future • SWOT Analysis • Consumer Objectives • Distribution Channel Objectives • Business-to-Business Objectives • Budget • Summary • Questions?? Goal: Showcase what we can do for Plaid Avenger and how we are different

  4. Who Is Our Client The Plaid Avenger “ Don’t Just Hear the News, Understand the News” “ A Unique Educational Experience” “International Geography Crime Fighter… fighting for a creative learning experience” Mission Statement: “Educating the country through an entertaining textbook that students can relate to.” The Plaid Crew: John Boyer- Joboyer@vt.edu Katie Pritchard- Kpritcha@vt.edu

  5. Where They Came From • Evaluation of Client • John Boyer always felt that textbooks for World Regions were too expensive for students and so he never had a textbook for his classes. So he created his own. • The Plaid Avenger character is an extension and tool that John Boyer uses to make his product unique and teach the news in a comical and educational way. • Since the books release the textbook has been used by twelve professors across the nation and also recently in the Libya where protestors have used characters from the textbook.

  6. Where They Want To Go • As we can see from past cases, there is major potential for Plaid Avenger to create a whole new revolution of textbooks and education. • True Vision Solutions plans to take the vision and mission of Plaid Avenger through different marketing strategies geared toward national awareness, expansion, and funding. • Two Year Goals: Widely watched podcast show, Textbook adoption in 200+ universities, monthly comic book on current events, and be on TED Talks • Five Year Goals: High School and Junior High editions of the Textbook, nation wide TV show, Professional keynote speaker at Conferences. Create a new version of the book that is a humorous non-fiction

  7. Executive Summary • Target Audience– Students (18-24); Young, newer Professors • Objectives– Brand Awareness, Generate Demand & Create Positive Response and Interaction • Strategy–Spread Brand Awareness Across the Nation • Emphasis on Cause-Related • Campus Rep. Program • Sponsorships/ Partnership • Advertising, Events, Direct Marketing

  8. Executive Summery • Target Audience– Students (18-24); Young, newer Professors • Strategy: Spread Brand Awareness Across the Nation • Emphasis on Cause-Related • Campus Rep. Program • Sponsorships/ Partnership • Advertising, Events, Direct Marketing

  9. S.W.O.T Analysis • Strengths: John Boyer offers a different way to learn through a unique textbook and a fictional character called the Plaid Avenger. • The Plaid has a lot of extensions that consumers can use like online podcasts, comics, and chat room office hours. • Unique idea that combines crime fighting, comedy, and world education • Strong brand image here at VT that can be expanded to rest of the world. EX: Libyan protestors used Plaid characters. • First one to make a textbook like the Plaid Avenger that has an interesting entertainment twist. • Weaknesses: The Plaid Avenger like other brands has weaknesses that need to be addressed. • Weak brand awareness outside of the Virginia Tech campus with the exception of 12 campuses • Needs to break out of just being a one trick pony and move textbook online. • Better product marketing. • More market research to find out if the brand can fit the market. • Expensive textbook.

  10. S.W.O.T Analysis cont’d • Opportunities: Plaid Avenger has created its own genre of teaching in the world of education. • Our opportunities are almost endless in the idea that it has created a fresh new market for education with no other concepts or products like it in its field. • Possibility to be sponsored by a large charity organization that it can partner with. • Iconic Comic Book Character that strengthens the textbook being sold and can be used to fuel interest in events and promotions. • Move into the published book segment, a non-fiction humorous novel. • Threats: The Plaid Avenger has to be able to tackle the external environment to be successful. • A weak economy can discourage consumers from buying an expensive textbook. • New concept might not be adopted by the education community since old habits die hard. • As a small brand, publishing companies have the power to dictate how the book is created. • A majority of other textbooks have already moved online to take advantage of that consumer base.

  11. Consumer Objective • Consumer Advertising: • Marketing towards individuals ( target audiences) that can be directly influenced by product benefits. • Trying to effectively intersect the consumers path • Plan to Influence Consumers By: • Cause Related Marketing Tactics • Word of Mouth • Events- Created by Campus Reps • Social Media Marketing • Website • Outdoor Advertisements- Bus wraps • Newspaper ads • Print ads • Scholarship

  12. Dollar Donation • For Every Textbook sold, a dollar is donated: • Giving consumers a purpose to buying the textbook • Making Consumers feel like they are making a difference • If 1500 students purchase his textbook, $1,500 dollars are raised towards the cause • Potential Causes to donate to: • Red Cross International • Transparency International • Micro-lending • Project Esperanza Will’s Symbol

  13. Plaid Ambassadors • Campus Rep. Program-Nationwide • Brand Ambassadors for Plaid Avenger • A link to apply added to the website • 2-4 students on a campus • Examples of programs: Victoria Secret Pink and TOMS • What They do: • Marketing, Events Planning and Public Relations for the Brand • Spread awareness on their campus • Create fundraisers • Implement marketing tactics • Plan Campus Events ( Panel and Dance Off) • What They Get Out Of The Program: • Real Word Marketing Experience • Resume Booster • Marketing of World Issue Awareness • - For those interested in Geography, Politics, & International Issues. • What We Get Out of The Program: • Campus Awareness and Interest • Fresh Ideas per University • Promotions and Word Of Mouth • Funding

  14. Plaid Ambassadors

  15. Campus Bus ADs

  16. Scholarship Program • Avenger Scholarship • Funds Donated by Sponsor • Winner chosen by essay contest • Link on Website • Annual Scholarship (s) • Essay Contest: • In 1,000 words or less, discuss a situation in some country outside the U.S. that is of international concern, and formulate ideas as to how this situation might be solved. Scholarships will be given out to those with the most creative (while being rational) and/or most thorough solutions.

  17. Distribution Channel Objective • Goals • Brand Awareness within Distribution Channels • Create Strong Brand recognition and image • Encourage Actions ( Purchase of textbook, donation, website visits) • Plan To Influence Distribution Channels By: • Word Of Mouth • Promotions • Direct Mail- Emails and Flyers • Plaid Ambassador Team • Branch into Non-Fiction Market • Online Colleges

  18. Online College Campuses University of Phoenix • F0r-Profit Institution of Higher Learning with 420,700 undergraduates and 78,000 graduate students. • Has over 200 campuses worldwide • Over 100 degree Programs • In over 40 states, D.C, Puerto Rico, Canada, Mexico, Chile and The Netherlands • Uses eCampus software • What Plaid Avenger Can Do: • Become a faculty member and create online course • Have the a world regions class use the book • New Distribution Channels • Strong Encouragement for Purchase • How this will benefit Plaid Avenger • Brand Recognition and Awareness

  19. Plaid Avenger- Humorous Non-Fiction Novel • Branch into the Novel Bookstore Market • Smaller in size, cheaper in price • Create a New Distribution Channel • Process to implement plan: • Write a version of the textbook that is geared towards the everyday consumer lifestyle and people interested in learning more about world regions, different than that of students and faculty (non-textbook) • Choose a publisher ( Prices for publishing range from $600 and up) • Team up with an Book Agent • Release Book • Tour/ book signings

  20. Business-to-Business Objective • Goals • Brand Awareness within other Business, Universities, and government organizations. • Create Strong Brand recognition and image • Encourage Actions ( Purchase of textbook, donation, website visits) • Plan to Influence By: • Direct Mail • Social networking • Print Ads • Sponsorships • Cause-Related Marketing • Promotions

  21. Sponsorship • Partnership • Fund efforts ( scholarships, promotions, etc) • We donate a dollar per textbook to their cause • Cross-promote • Logos on Website • Joint Commercial • Potential Companies: Strategies • Project Esperoniza- Helps the poor in the Dominican with the community here at Tech. Great way to cross promote with both the Dominican and Tech. • GreaterGood.Org- Contribute to Children’s Literacy by donating books or free plaid avenger comics! • Red Cross International- Largest Humanitarian and development network with millions of volunteers and the logo is recognized world wide. • Transparency International- Since the Plaid Avenger is a crime fighter this company makes sense since they fight corruption. • Phoenix University- Teaming up with their online capabilities since they are the biggest online school. • Strategic Corporate Philanthropy- Strategic doesn’t take a huge investment, customers purchase more Plaid products, and it creates internal marketing. • Corporate Social Responsibility: • Set up or join an philanthropy, doing good with the least work. • Cause Related Marketing- Form a strategic alliance with a non-profit company to gain mutual benefits.

  22. Partnership

  23. Budget Part 1

  24. Budget Part 2

  25. Summary • Our aim is to help a visionary professor market his educational tool • We plan to spread the brand’s reach by targeting students, professors, and universities • Key Points: • Expand into the Online Educational Market • Create a Campus Rep Team across the nation at a variety of Universities • Expand brand across social Media Networks • Gain support from sponsor organizations and create a partnership

  26. Q&A • What Can We Answer For YOU?

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