cap 315 presentation
TRANSCRIPT
Coleman Re-BrandingTJBA Advertising Agency
Brand Overview Founded in 1905 Became popular when
Coleman created the new 300 candlepower lantern
To help in times of war, they created a stove that was portable and could under many conditions
Also created the cooler we are familiar with today
Has become a part of everyday outdoor activities
Objectives
During 2016:
Increase product awareness among young adults by 10%
Increase market share by 2.5% Increase social media followership:
-Facebook: from 206,000 to 300,000
-Twitter: from 10,000 to 75,000-Instagram: from 1,000 to 50,000
Males and females ages 18-24
Like camping Like the great outdoors Want to recreate memories
as a child of camping with their family
Target Audience
Big Idea
“Unplug”
Minimize the use of electronic devices in college students, in order for them to live in the moment and show them what Coleman has to offer
Will incorporate some electronic use in order to create awareness of the brand, as well as connecting with their consumers
News Release
Informs the public of new products and events for the upcoming 2016 year
Will discuss the new direction for Colemans target market
Talk about Coleman's Arbor Day event Explain the Coleman Concert Series Describe the new contests and
sweepstakes
Coleman Concert Series Will be held in 5 select locations in each region
of the US:-New York, Syracuse University-Arizona, Arizona State University-Michigan, Michigan State
University-Florida, University of Central
Florida-???
Weekend camping event for college students Concert held on the Friday night of the event Event focuses on “unplugging” from electronic
devices The 5th location will be determined by the
social media contest-#UnplugGVSULakers, #UnplugMSUSpartans, #UnplugUMWolverines
Contest
Monthly photo contest Picture is posted on social media platforms Have to “like” Coleman’s Facebook page Each post on different social media platform
earns the individual an extra entry Prizes includes a variety of Coleman gear
-Tents-Chairs-Coolers
Campus Life Night Booth
Coleman booth will be set up with representatives from the company
Will hand out coupons for 10% off their next Coleman purchase
Clean Up With Coleman
Create awareness for Arbor Day and Coleman
Will plant a tree for each social media post with the hashtag #Unplug
Story Board
Billboard
Timeline