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Integrated Marketing Communications Campaign for Amy Kate
December 3, 2012
Grow Your Party
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OUR TEAM
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WHAT WE KNOW ABOUT
YOU
771 likes
6 followers
23 followers
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STRENGTHS
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THINGS WE DISCOVERED
YES
NO
NO
YES MAYBE
NO
YES
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WEAKNESSES
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OPPORTUNITIES
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THREATS
THREATS
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I DON’T LIKE TO GARDEN
I LIKE TO GARDEN
I LIKE TO GARDEN, BUT HAVE NO TIME
NO SPACE
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Build up on your strengths We will...…
Minimize your threats
Solve your weaknesses
Take advantage of your opportunities
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YOUR TARGET AUDIENCE
! Girls ages 14 and under ! Women ages 35-55 ! Higher socioeconomic status
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MARKETING OBJECTIVES
• Launch our four month campaign beginning on March 1st,2013 • reach our target audiences in the most effective way • Create a way to help people understand how this product will
engage their creative side • Promote and increase brand awareness, which will be measured
by social media activity, party hosts, and party attendance Increase number of party attendees by 15% Improve number of party hosts by 10% Triple Facebook likes Increase Instagram activity
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AUTHENTICITY
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HOW WILL HELP YOU
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‘Grow Your Party’ Campaign Launch
Tour De Fleur Instagram Regional Contest
2 3 1
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Klyde Warren Park
GROW YOUR PARTY
Stands selling miniature gardens for the home
FREE fairy-themed miniature garden activities for children
Face Painting
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‘Grow Your Party’ Campaign Launch
Tour De Fleur Instagram Regional Contest
2 3 1
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HITTING TWO BIRDS WITH ONE STONE
2nd grade Girl Scout troops from the top
private schools in each of the chosen cities
Mothers who like to garden, but have no time
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3.2 million Girl Scouts nationwide
There are 62,800 2nd grader Girl Scouts
Each troop consists of 10-25 girls
Encourage activities with parents
100th anniversary
One of the biggest networks IN THE NATION
Nearly 1 million adults volunteer with activities
each year
There are numerous troops in each city
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GROW YOUR PARTY
Tour De Fleur on the
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Some schools to consider San Francisco
Corpus Christi School Los Angeles
Delores Mission School San Diego
Calvin Christian School Phoenix
Benchmark School Dallas
The Hockaday School
Houston Awty International School
San Antonio Saint Mary’s Hall
Jackson First Presbyterian Day School
Atlanta Montessori International School
Memphis Harding Academy
Charlotte Walnut Grove Christian School
Fort Lauderdale Pine Crest School Philadelphia
William Penn Charter School Boston
St. Peter’s Academy New York City
Sacred Heart
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‘Grow Your Party’ Kick Off
Tour De Fleur Instagram Regional Contest
2 3 1
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Compete against troops in other states for the most likes
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MARCH
March 1st Grow Your Party Kick-Off Event at
Klyde Warren Park
APRIL MAY JUNE
March 5th Begin Tour de Fleur
T I M E L I N E
• San Francisco, CA • Los Angeles, CA • San Diego, CA • Phoenix, AZ • Dallas, TX
Tour de Fleur visits:
• Houston, TX • San Antonio, TX • Jackson, MS • Atlanta, GA • Memphis, TN
• Fort Lauderdale, FL
• Charlotte, NC • Philadelphia, PA • Boston, MA • New York, NY
Tour de Fleur visits: June 1st Submitted pictures are
uploaded onto Instagram, and the
contest begins
June 30th Contest closes and
winner is announced
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MEDIA OUTLETS
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RESULTS WE EXPECT TO SEE
1000 followers
Triple the number of
likes
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YOU gave US
$100,000
WE CAN DO ALL THIS FOR ONLY
$94,945 BUT
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WILL SAVE OUR WORLD CREATIVITY
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Thank You