Plaid Avenger

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

2. 1.1 Table of Contents • True Vision Solutions- The Agency • Who Is Our Client • Who is Plaid Avenger? • 1.2 Executive Summary • Where They Came From- The Past • Where They Want to Go- Future • How We Will Get There • 2.0 Corporate and Brand Strategies • 2.1 Corporate Image Strategy • 2.2 Brand Development Strategy • 2.3Brand Positioning Strategy • 2.4Public Relations • 2.5E-Active Marketing • Promotional Opportunities Analysis • 3.0 Communications Market Analysis • 3.1.1 Competitors • 3.1.2 Opportunities • 3.1.3 Target Market • 3.1.4 Customers • 3.2 Distribution Strategy • 4.0 Integrated Marketing Communications Management • 4.1 Communications Objectives • 4.2 Communications Budget • 4.3 Agency Selection • 4.4 IMC Evaluation

3. 1.1 Table of Contents • 5.0 IMC Objective One: Consumer • 5.1 Objective One Budget • 5.2 Advertising • 5.3 Media Plan • 5.4 Consumer Promotions • 5.5 Database Management • 5.6 Sponsorship, Cause-Related, and Green Marketing Programs • 5.7 Alternative Marketing Programs • 6.0IMC Objective Two: Distribution Channel • 6.1 Objective Two Budget • 6.2 Advertising • 6.3 Media Plan • 6.4 Trade Promotions • 6.5 Database Management • 7.0 IMC Objective Three: Business to Business • 7.1 Objective Three Budget • 7.2 Advertising • 7.3Media Plan • 7.4 Business Promotions • 7.5 Database Management • 7.6 Sponsorship, Cause-Related, and Green Marketing Programs • Appendix

4. 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

5. 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

6. Who Is Plaid Avenger • The Plaid Avenger is a fictional character that was created by John Boyer to be the main character in his World Region textbooks and comics. • The textbooks and comics feature the Plaid Avenger as a superhero who travels the world protecting the public by educating them about the world news. • The 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.

7. 1.2 Our Executive Summery • Client – World Regions professor with unique textbook and teaching method • Consumer Strategy – Reach out to students and professors at other campuses across the nation • Set up production of smaller, more marketable book • Target – Younger, new professors; students • Sponsorship – Contact international organizations to gain their support

8. Where They Came From • History • John Boyer always felt that textbooks for World Regions were too expensive for students and so he never had a textbook for his classes. Boyer had all of these lecture notes for his classes throughout the years and Klaus his comic artist came up with an idea of a comic textbook idea that John Boyer could create. The textbook was a revolutionary idea because it taught students in a unique way. Boyer wanted a textbook that students actually wanted to read and wasn’t just educational but also comical so that students didn’t get bored. • 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.

9. 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 to 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.

10. How We Will Get There • Through various research efforts, we will: • Expand our knowledge on previous textbook and comic book marketing strategies and improve the plan. • Gather information through surveys on what students look for in a textbook and comic book and what would get them interested in demanding these outside of Blacksburg • Create awareness programs targeted towards Teachers/Faculty and students, as well as corporate and professional organizations for funding, support and sponsorship. • Build Continuous branches of the brand and product to revolutionize and expand Plaid Avenger

11. 2.1 Corporate Image Strategy • The Corporate Image is the consumer perception of the corporate entity behind the brand. A positive corporate image can greatly increase the speed of a new product adoption because of credibility. • Corporate Image is also affected by the chosen marketing tactics used by the company. • Image John Boyer- We believe the image of John Boyer helps to define the company of Plaid Avenger. We want to expand not only the products offered by the image or the organization. This will help in the expansion into future markets such as TV shows and being a Keynote speaker. • Marketing Tactics- • Advertising: Print ads in education magazines, Online Ads, Outdoor boards, TV commercials, • Events: Book Fairs, Book stores and signings, Comic book conventions, School events • Direct Marketing: Emails to Colleges, Book Publishers, Stores, advertising agencies, build on current success of YouTube Channel and Podcasts

12. 2.2 Brand Development Strategy • Brands are the identity of a specific product or service. • They should distinguish the product or service from the competitors and help with the recognition and recall. Insert Plaid avenger logo and saying • What Makes the Brand Unique: • Its an entertaining twist on real world events. • Provides fun, educational textbook and comic books. • Comical but still has important information. • Only textbook like this out there. • So many extensions of the textbook ( Podcast, comic book, live chat, and future extensions of TV show and keynote speaker) • Brand Elements to improve on: • How can we start a new genre of teaching and education ( Comical, Fun, Interactive) • Research if the brand is part of the niche market • Break into the Bookstore published market ( Move past just textbooks) • Branch into the Online Textbooks and Schools

13. 2.3 Brand Positioning Strategy • Brand Positioning is the place in the mind of the target market that product or service holds. • Our goal is to position Plaid Avenger as a entertaining, education, and interactive way to learn about world issues. • A textbook that students never complain about and enjoy reading • This is proof the product is working • The first textbook of its kind to involve college interests and humor to world issues and events. • Its educational without even realizing it

14. 2.4 Public Relations • Through public relations, we will expand the brand of Plaid Avenger, nationwide. • Sponsorships • Educational Blogs • Notebooks ( 5-Star) • Colleges • Cause-Related Marketing • College Scholarship Fund • Have a crazy essay contest • Donate a $1 to world issue or educational fund for every textbook • Potential Projects include: Transparency International, Micro-lending, International Read Cross, Project Esperanza • Events Marketing • Book Fairs • Comic Book Conventions • College Visits • Campus Rep Team • Campaigns • Book Signings

15. 2.5 Digital/Social Media • Through public relations, we will expand the brand of Plaid Avenger, nationwide. • Our Virtual strategy is to grab the attention of college students and try to get them to engage in the web offerings of Plaid Avenger ( online readers, podcasts, website). We want them interested in going to the site to find out more by the tactics of…. • Social Networks • Facebook • Twitter • Blogspot • MySpace • Linked-In • Email • E-mail marketing • E-mail newsletter • Viral Marketing • Online Discussions • Blogs • Forums • Consumer Reviews • Surveys • Website • Interactive webpage • Live chats • Podcasts • Product store

16. 3.0 Promotional Opportunity Analysis • Promotional Opportunity Analysis: The process marketers use to identify target audiences for a company’s goods and services and the communication strategies needed to reach these audiences. • The process is done through the examination of our: • Competitors -both direct and indirect • Opportunities -Events, Sponsorships, social media, cause-related • Target Market -Students and Faculty. Eventually branch into other market • Customers - the purchaser ( the university) & the influencer ( the students)

17. 3.1 Communication Market Analysis • Communication Market Analysis: the process of discovering the organizations strength and weaknesses in the areas of marketing communication and combining that information with the analysis of opportunities and threats in the films external environment. • Media Usage Habits of Target Audience • Facebook, Twitter, and other social networks • Print ads in magazines with world issues • direct mail and emails • Online blogs • Print ads on campus • Bus graphic wrap ads • Campus rep speakers • Media use of competitors • Look at how other textbooks market • No textbook targets the students and engages the students like Plaid Avenger • Look at other online E-activities for textbooks

18. 3.1.1 Competitors • Competitors: There are approximately 4352 Universities and/or colleges in the United States and only 12 of them are currently using the Plaid Avenger Textbook. Our competition resides in the idea of every other textbook or form of educational material, specifically for world regions courses. • Finding ways to prove we are different and better then the traditional way of teaching. • We need to find ways to connect with Professors and push them away from traditional teaching methods and textbooks into this new wave of learning • Direct: Traditional Textbooks • In-direct: quick reads on world issues, magazines, non educational outlets, non- educational comics

19. 3.1.2 Opportunities • Opportunities: Plaid Avenger is a completely new concept 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 products like it in the field • Plaid Avenger has the possibility to be sponsored by a large charity organization that it can partner with • Has a comic book and famous character to complement and strengthen the textbook we are trying to sell • The comic book is given away for free– even if 1 in every 50 sells a textbook, its still helping to make a profit

20. 3.1.3 Target Market • Target Markets: Primary focus is students and professors at the University level. Eventually, a focus will also be placed on students and teachers at a high school level. • Demographics • Students: ages 18-26, income is minimal, variety of interests, some college education • Faculty: Ages 26-60, middle class, concentration in world issues, college educated. • Lifestyle • Student: media oriented, interactive, interest in learning, sick of old fashion learning • Faculty: passion for teaching, wants to engage students, looking for new ways to inspire students

21. 3.1.4 Customers • Customers: We have to keep the interest of customers and support people who buy our book, which is easy since Boyer already has a live office hours for anyone who wants to visit • Purchaser: • The college/ school board • The professor • Parents • Students • Influencer: • Students should demand the book • Faculty

22. 3.2 Distribution Strategy • Distribution: Distribution can vary upon where textbooks are sold. Primary in school bookstores as well as online (Publisher, Amazon.com, etc). Eventually, We plan to get a new version of the textbook into retail stores such as Barnes and Noble and Borders Bookstore. We can send out free comics, web links, and other products to anyone we want. • We plan to focus our efforts on brand awareness and retention, which in return will bring in more distribution needs and benefits. • Internet: • Social Networks • Interactive website • Direct emails • Surveys • Blogs/ blog ads • Print Advertisements: • magazines • Wrap ads on campus buses • Word Of Mouth: • Direct Phone calls • Keynote speaker • Campus rep team

23. 4.0 Integrated Marketing Communication Management • Integrated Marketing Communications (IMC): is the coordination and integration of all marketing communication tools, avenues, functions and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost. • Marketing Plan • Objectives • Budget • Strategies/ Tactics • Evaluation of Performance

24. 4.1. Communication Objective • Brand Awareness • We want the national attention with the brand of plaid avenger. This awareness needs to be generated through the marketing efforts and and brought to the attention of the target audience. • Generate Demand • Most students don’t realize that education and textbooks can be fun and interested to engage in. They are so used to the old way of thinking and learning that they have never thought to demand a new form. Our goal is to get the students interested in the product and the idea of interactive, exciting ways of learning. We want the students to be engaged in this process and be asking the professors for this textbook. • Create Positive Response and Interaction • We want the students to be engaged in this product and interact with it. The online website provides many opportunities for students all over the world to interact with the product and John Boyer. We want the positive understanding that this is a unique product and world issues should be something everyone should want to learn more about.

25. 4.2 Communication Budget • Objective and Task Method: Based on our objectives we plan to use the objective and task budget. We plan to use this budget because we will relate our goals and objectives to each specific task that needs to be accomplished. • Around $2,000 is the starting budget for the tasks needed to be accomplished in the first year. • A lot of our marketing tactics ( i.e. emails and social networks) require little spending

26. 4.2 Communication Budget

27. 4.2.2 Sources of Budget • Sponsorships- Eventually want to be a major source of income • Textbook Sales ( 10 percent goes comes back to Professor Boyer and the Plaid Avenger Team) • Initially may need to come from pocket but after promotion of brand, sales will dominate the source of income.

28. 4.3 Agency Selection #1 Martin Agency • Martin Agency: Experience and visions from top agencies around the world • "US agency of the year” Adweek January, 2010 • "Ranked #4 in the US" Advertising Age Agency A-list 2010 • CEO is a VT Alumni and may be willing to help or discount from this connection • Offerings • Brand First Entertainment • non-traditional and experimental campaigns with extra-ordinary success • Consumer forensics • Data Analytics • Direct Marketing • Advertising • List of Clients • American Cancer Societ • ESPN3.com • Geico • Microsoft • Pizza Hut

29. 4.3 Agency Selection #2 Red Venture • Red Venture Agency – An online marketing services company that acquires new customers on behalf of brands in a variety of vertical markets. • Clients • Satellite Television • Home Security Monitoring • Internet Services • Offerings • Search Engine Marketing • Search Engine Optimization • Online lead generation • Online affiliate work • Distributed Sales Force • Direct Mail and Shared Mail • New Mover Programs • Strategic cross • Sell and up sell partnerships

30. 4.3 Agency Selection #3 Stimulus Advertising • Stimulus Advertising: “WE BELIEVE IT COMES DOWN TO DELIVERING THE RIGHT MESSAGE TO THE RIGHT AUDIENCE IN THE MOST EFFECTIVE WAY” • Media Offerings • Advertising, Print, Portfolio, Publication, Design, Packaging, Design, Outdoor Advertising, Web Design, Web Development, Web Design portfolio, Web hosting, Search optimization, Marketing and Branding Tactical and Strategic Marketing, and Brand Support. • Clients • Virginia Tourism • Clientele • Mincom • Brady and Crist Dentist • Life Support Team • Virginia Downtown Development Association

31. 4.4 IMC Evaluation • Previous Marketing Tactics Used: • Publishing Company Sent out Flyers to Contracted Schools ( Example on next slide) • Word of Mouth • A variety of media forms have used Plaid Avenger in their Publishing's and stories • Measured Results: • No formal measured results • Book has been picked up by 12 schools using these tactics • What Has Worked In the Past With Other Textbooks: • Previous Textbook marketing has been very traditional and done through the professor or publisher • We plan to implement Representatives and Advertisements to expand away from the traditional marketing tactics.

32. Flyer-Made By Publishing Company

33. Research & Comparison • Zogby International, a noted survey-research firm, surveyed faculty on Textbook Usage, Zogby’s finding included: • 84% believe students absolutely need a textbook to complete their course • Plaid Avenger is ( of course) a textbook. It also goes beyond the traditional textbook format and expand onto an online outlet with is important in this digital era. • 80% say it is important for textbook materials to be as current as possible • Plaid Avenger is up-to-date current events and material along with constant updates online and personal interaction for most recent information. • 86% require or recommend the use of supplemental materials with a textbook • Plaid Avenger goes beyond traditional supplemental materials with the website, podcasts, live chats, and comic books. • 74% say they place higher importance on effectiveness rather than price when choosing a • learning tool • Plaid Avenger is interesting, fun and interactive which is very effective when educating college students. However, improvements in this area can be made by finding ways to reduce the price of the book and/ or add extra value to the book to make it worth the price, (i.e. Cause related Marketing).

34. 5.0 Integrated Marketing Communication Objective One Consumers • 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 • Promotions • Word of Mouth • Campus Rep Teams • Online Advertisement • Website • Outdoor Advertisements

35. 5.1 Objective One Budget

36. 5.2 Advertising • Goals • Build Brand Awareness • Create Strong Brand recognition and image • Encourage Purchase of Textbook • Encourage students to demand the textbook on University Campus’ • Message Theme: • When students think Plaid Avenger they know it’s a Unique Educational Experience… and it’s “ more then a textbook… it’s a world regions Experience” • Constants: • Budget • Large mass we are trying to attract with a far reach ( United States)

37. 5.2 Advertising • Product Attribute • Textbook and Comic Book with interactive website • Consumer Benefit • Educational, entertaining, Unique • Leverage Points • Completely different then any other textbook on the market • New, innovative way of thinking • Personal Values ( ASK CLIENT MORE VALUES) • Education, Awareness, innovation, creativity, inspiration and taking action

38. 5.2 Advertising • Appeals • Rational & Humor • Executional Framework • Animation- Plaid Avenger is a cartoon comic character • Testimonial • Slice of life • Informative • Fighting the Clutter • We plan to reach the consumer by showing how unique this educational experience is • We will also use a variety of advertising techniques that has never been used or seen done by other textbooks.

39. 5.3 Media Plan • Traditional Media • Direct Mail: Email and postcards • Flyers and campus awareness • E Marketing • Social Networks: Facebook, Blogs, Twitter • Podcasts, blog on website • Interactive Website • YouTube Channel • Viral Video • Expansion of brand videos and informative • Outdoor Marketing • Bus Wraps marketing

40. 5.3 Media Plan

41. 5.4 Digital Promotions • Facebook • Twitter • LinkedIn • Website • Already a well-established website • E-mail ListServ • Key is to keep everything updated regularly and keep people involved

42. 5.5 Database Management • Keep comprehensive list of: • Prospective colleges • Prospective sponsors/organizations • Current colleges • Current groups/organizations • People to contact / already contacted • Also track social media followers • Incorporate people across different social media outlets and into e-mail notifications

43. 5.6 Sponsorship & Cause Related • Cause Related • National Children’s Literacy organization “Because Children Need to Read”- For every textbook sold 4% of the profits goes towards fighting children illiteracy and successful reading. • Transparency International “The Global Coalition Against Corruption”- Profits from the textbook and comic sales can go into fighting corruption around the world. • Speaker Series- The Plaid Avenger can appear in costume to inner city children or teenagers and do a geography lecture to spread awareness about world events and his own product. • Sponsorship • Project Esperoniza- Helps the poor in the Dominican with the community here at Tech. • GreaterGood.Org- Contribute to Children’s Literacy by donating books. • Japan Tsunami Relief- Red Cross, Global Giving, andsavethechildrenare all sites dedicated to helping the disaster. Partnering with them would look good to the public eye. • Red Cross International- Largest Humanitarian and development network with millions of volunteers and the logo is recognized world wide.

44. 5.7 Alternative Marketing Programs • Word of Mouth • Since Plaid Avenger is smaller using guerilla marketing tactics to create “Buzz” is something to look into. • Social Networking Sites • Twitter, Facebook, Classmates.com, Stumbleupon • Co-op Advertising • This allows you to advertise for half the cost and to get prime advertising space • Charity Promotion • The purchase of products result in donation to charity.

45. 6.0 IMC Objective Two Distribution Channels • Distribution Channels: traditional channels, nontraditional channels and electronic channels are used with the message or theme to aid in the promotion of information • Traditional Channels • Print Ads • Direct Mail • Nontraditional Channels • Events • Campus Rep Team • Word of Mouth • Buzz marketing • Electronic Channels • Social Networking Sites • YouTube • Website

46. 6.1 Objective Two Budget Distribution Channels

47. 6.2 Advertising Distribution Channels • Goals • Brand Awareness within Distribution Channels • Create Strong Brand recognition and image • Encourage Actions ( Purchase of textbook, donation, website visits) • Message Theme: • Unique Educational Experience… and it’s “ more then a textbook… it’s a world regions Experience” • Constants: • Budget • Cooperation of Channels • Finding new Channels

48. 6.2 Advertising Distribution Channels • Product Attribute • Easy distribution through publisher • Consumer Benefit • Reduce search time, confident in product • Readily available • Leverage Points • Organized distribution • Efficient and supportive • Personal Values • Education, Awareness, innovation, creativity, inspiration and taking action

49. 6.2 Advertising Distribution Channels • Appeals • Rational & Humor • Executional Framework • Animation- Plaid Avenger is a cartoon comic character • Testimonial • Slice of life • Informative • Fighting the Clutter • We plan to reach the distribution channels by helping them with advertising and expansions of success. • We will also use a variety of advertising techniques that has never been used or seen done by other textbooks.

50. 6.3 Media Plan Distribution Channels • Traditional Media • Direct Mail: Email and postcards • Flyers and awareness within distribution channels • E Marketing • Social Networks: Facebook, Blogs, Twitter • Podcasts, blog on website • Interactive Website • YouTube Channel • Viral Video • Expansion of brand videos and informative