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Who We Are

Who We Are. Abby Rowland Account Supervisor Nancy O’Connell Group Account Director Abby Roderique Director of Business Development. Who’s With Us?. Your Previous Campaign . Why Switch to Us?. We are known for having a much stronger strategic organization than The Richards Group

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Who We Are

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  1. Who We Are • Abby Rowland • Account Supervisor • Nancy O’Connell • Group Account Director • Abby Roderique • Director of Business Development

  2. Who’s With Us?

  3. Your Previous Campaign

  4. Why Switch to Us? We are known for having a much stronger strategic organization than The Richards Group • We have experience in this niche • Brands we work with, see growth every year • Great consumer results and business results

  5. Geico • Who is this? “ We are getting more than our money’s worth for what we spend. We will spend more and more.” –Warren Buffet Jump in ad spending from $20 million in 1995 to $800 million in 2009 Martin The Geico Gecko

  6. Consumer Forensics • Cross-functional team of marketing leaders who mine existing data from a large variety of sources • Analyze data using statistics and modeling techniques with qualitative insight development tools • Enables marketers to build highly actionable strategies that drive demand

  7. Pilot CampaignColumbus, Ohio Celebrity Endorsement (Mila Kunis) • 6 months, pro-rated $10,000,000 Billboard (CBS Outdoor Advertising) • $2,000/mo (Jan-June) x 12 boards • High traffic area • Digital board • 3. 14' x 48’ MallDioramas (CBS Indoor Advertising) • $500/mo (Jan-June) x 12 display‘s • Easton Town Center • 3. 70" H x 48" W Local T.V. Station (WBNS "10 TV” • $15,000/month (Jan-June) x 6 months • High frequency schedule • 60 secondslong Newspaper (Columbus Dispatch) • $4,850/mo. (Jan-June) • Full page • Color • PACKAGE DEAL: • Runs either Monday or Tuesday (i.e. 1 day a week) • 100,000 online ads/week • runs full page color ad ALSO in "The Onion" and "Alive", both local magazines that reach the 25-35 female demographic

  8. Media Plan

  9. Endorsers and Fruit of the Loom • Align the brand with desired brand image • Help customers identify with endorser and thus the brand • Increase market share and utility • Social prestige • Leads to a number of existing customers to switch toward endorsed product

  10. Mila Kunis • Young • Up-&-comer • Appeals to teens • Voted Esquire’s “Sexiest Woman Alive”

  11. Tyra Banks • Former supermodel • Retaliated when press called her fat • Created TZONE foundation for empowering young women and building self-esteem

  12. Rachel McAdams • Well known actress • Positive public image • Relatable between generations

  13. Overview of Benefits • 3:1 return on investment • Consumer Forensics • Pilot as a form of insurance • Experiences with endorsements

  14. Suggested Order • Sign a seven year contract with us today • Total: $40 million • $1,299,100 for the pilot campaign • $10 million for 5 year endorsement • Martin Agency fees • Free Consumer Forensics

  15. Any Questions?

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