Download - Dunder Mifflin Advertising Proposal
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Dunder MifflinAdvertising Campaign Proposal
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Contents Who is Lemonade Stand Marketing Who is Dunder Mifflin What we will do for Dunder Mifflin Target audiences Communications strategy Return on Investment Q & A
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Who are we?
Lemonade Stand Marketing Inc. Specialize in small businesses Team of 35 people Designers, etc. Fairly priced Work with any budget
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Who are you? Dunder Mifflin Inc. Regional paper company 8 branches across United States Sells paper and office supplies Supplies small businesses Since 1949 Founded by Dunder & Mifflin
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What will we do for you?
Proposal Summary No current advertising being done Product ads using television, periodicals, direct mail, internet
Aims & Objectives Get the DM name out there Double the customer count Double the profits
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Target Audiences
Primary audience: Men and women 40-55 Small business owners Existing customer
Secondary audience: Men and women 25-35 Starting their own business Need advice
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Audience Profile- Target #1
Glen Lynette, 49 Regional manager of real estate agency Dunder Mifflin customer Professional relationship with DM
sales representative Will continue to purchase from DM
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Communications Strategy
Branding Customer service oriented Friendly, up-beat tone Navy blue and light blue colors
Media to be used Television Periodicals/Direct Mail Internet
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Communications Strategy
Television 30 second commercial Aired locally
Storyboard (rough) Man trying to buy paper for his business
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Communications Strategy
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Communications Strategy
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Communications Strategy
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Communications Strategy
Periodicals Print advertisement Full page/full color Advertised in magazines in newspapers
(depending on branch locations) Include catchy header, informative body
paragraph, product shots Emphasizes customer service, prices,
etc.
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Communications Strategy
Direct Mail Catalogue listing every DM product Photo, brief description, price Organized, modern layout featuring
the navy and light blue tones Mailed to existing customers and
potential customers upon request
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Communications Strategy
Online Official Dunder Mifflin website Similar to catalogue Product photo, description, price Available to order across America Potential customers: a few million
to a few hundred million
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Communications Strategy
Online Official Dunder Mifflin website Similar to catalogue Product photo, description, price Available to order across America Potential customers: a few million
to a few hundred million
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Return on Investment (ROI)
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Questions & Answers
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Closing Statements
Thank you for your time