Situation Analysis

• Crayon usage, purchase frequency is low– Seasonal purchase

• Children are not as involved in the arts

• Fine Arts have cognitive benefits

• PRIMARY MARKET– Children in grades K-5– Ages 4-10

• SECONDARY MARKET– Parents and Educators– Elementary schools, – Preschools– Daycares

Situation Analysis

• 1903: First box of eight crayons was produced by cousins Edwin Binney and Harold Smith who started Crayola

• Binney & Smith knew there was a need for safe, quality and affordable wax crayons on the market

• 1948: Crayola targeted art teachers to show the benefits of crayons

• Crayola has created crayons, colored pencils, markers, chalk, with no sign of slowing down

• Fun fact: Today there are 120 different colors of crayons in boxes of 8, 16, 24, 32, 48, 64, 96, and 120.

History of Crayola

• Crayola produces nearly 3 billion crayons each year, an average of 12 million daily (Crayola trivia)

• The average child in the US wears down 730 crayons by his 10th birthday (Crayola Trivia)

• Kids, ages 2-8, spend an average of 28 minutes each day coloring. Combined, children in the U.S. spend 6.3 billion hours coloring annually, almost 10,000 human lifetimes! (Crayola Trivia)

• Among elementary and middle-school populations, girls play for an average of about 5.5 hours/week and boys average 13 hours/week. (Glazer)

• The American Academy of Pediatrics recommends that children not spend more than one to two hours per day in front of all electronic screens. (Glazer)

Research

• 20% increase sales of Crayola Crayons from the start of the school year to the end of the summer

Goal

• Increase usage– In the classroom / schools / curriculums– At home

• Increase sales– During the year, not just “back to school”

• Increase Participation– Schools, family, business…

Objectives

• Shed light on art education

• Bring awareness of importance of fine arts

• Create crayon intensive curriculum to lesson plans in science, math, english, health classes

Strategies

• Tools– “Crayola Rooms” at museums– Art lesson plans for schools / park districts /

daycares– Themed campaigns– Promotional items – Events at schools– Appearance of the

“Crayon Mobile”

Tactics

Promotional / Lesson Plans

“Crayola Room”

• Communication Methods– Press Releases in parenting magazines,

education magazines, newspapers– Giveaways of reminder material– Direct communication with schools– Workshops for teachers, caregivers, and

parents– VNRs to news media– Brochures and educational media for parents

and teachers at events

Tactics

• Campaigns– Informational Campaign: brochures, flyers,

articles, news releases. Experts on news shows and Oprah

– “Road Trip” - Crayola Car Kits perfect for travel and car games

– “Rainy Day Fun” – encourage entire family activities on rainy days instead of watching TV

Tactics

News Release

Flyer

Brochure

• Events– “Imagination Rooms” – blank walls in malls and

museums for children to draw, also great for weddings and family parties

– Workshops – held for parents and teachers to bring creativity into the curriculum

– Crayon Carnivals – in school gyms showcasing new ways to use crayons, great for after school programs

– Crayon Mobile – similar to Book Mobile, it will attend festivals and sporting events

Tactics

Crayon Carnival

• August 2008 – August 2009 (2008 School year)

• Crayola will create new promotional ideas each month of school

• Crayola hot spots will be created and updated throughout the year

Timeline

• Total: $6 Million– Schools: $2 Million

– Museums: $1.5 Million

– Sporting Events: $1.25 Million

– Shopping Centers: $.5 Million

– Airlines: $.5 Million

– Hotels: $.25 Million

Budget

• Noted through sales data and annual reports

• Satisfaction surveys at special events

• Administration offices at schools

• Creativity scans and tests given to target audiences

• **Customer loyalty and brand equity will be emphasized

Evaluation

THE END

Any Questions?