final advertising
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L.A gang tourTRANSCRIPT
MAK Agency 2323 Elliott Ave.
Seattle, WA 98121
The Ultimate Urban Experience
Saving lives, Creating jobs, and Rebuilding communities.
By: Mary Kreutz, Ashley Bartlett, Mariel Alvarez, & Katherine Nyoman
MAK Agency
2323 Elliott Ave.
Seattle, WA 98121
Table of Contents: CAMPAIGN STRATEGY 3 MESSAGE & VISION 4 MAIN SELLING POINT & TARGET MARKET 5 CREATIVE BRIEF 6 :30 TV SCRIPT 7 TV STRATEGY 8 ALTERNATIVE TV SPOT 9 STORY BOARD 10 :60 RADIO SCRIPT 11
RADIO STRATEGY 12 ALTERNATIVE RADIO SPOT 13 PRINT AD LAYOUTS 14 PRINT AD HEADLINE 15 BENCH AD 16 BROCHURE 17 BUDGET PROPOSAL 18
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MAK Agency 2323 Elliott Ave.
Seattle, WA 98121
Strategy
Our campaigns main focus is leaving people with lasting impressions. The format for this
campaign is suggestion; we want the public to consider taking a tour. The overall format for this
campaign is to show how LA Gang Tours is making a difference and creating hope for new
beginnings. As an agency, we are focusing on the customer’s psychological appeal and buying
motivators as a foundation for our vision.
Psychological Appeal
• Compassion
• Hope
• Safety
Approach At MAK Agency, we believe the best way of approaching the wide range of customers is straight
forward. This is the best approach because there is such a broad range of tourists and visitors
that come to the California area. We want a clear message sent out to the public and our
consumers, that this is a nonprofit organization that is creating change and opportunities.
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MAK Agency 2323 Elliott Ave.
Seattle, WA 98121
Message
By taking LA Gang Tours you are not just receiving an unforgettable historical experience, but creating
hope for the people. You are helping to create a safer environment and showing compassion for South
Central Los Angeles.
Vision
Our vision is that LA Gang Tours will stimulate economic growth in the low income areas of Los
Angles and promote a better future for the local community. We would like the public to know what
goes on in different parts of Los Angles and know that it is real. We would also like the public to
understand that taking a tour will make a difference in the poverty areas of the cities and provide
opportunities to help those who are in need. We are hoping to reach all the incoming tourists that are
coming into the Los Angeles each year.
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MAK Agency 2323 Elliott Ave.
Seattle, WA 98121
Main Selling Point
With our campaign strategy we believe that there will be a positive change in jobs, school, and
the community. As a society, we can say that this change is drastically needed. This positive
direction is all the community needs. With the progression of LA Gang Tours, we can create a
difference for the people in South Central Los Angeles. The tours profits go directly back to the
community, thus creating these opportunists. Tourists will be able to gain knowledge and
experience why we are stressing so hard for this change. Even if only one tour can save one life, it
is worth it.
Target Market
California attracts over 9 million international visitors each year. We would not only be
attracting visitors from the states, but all over the world. Think of how many of those tourists
would like to try a new kind of tour. Also, since there is not any age limit for this tour, it is a great
idea for even children to learn about the LA community. Since LA Gang Tours is dealing with a
huge target market, this brings a huge opportunity to reach everyone's attention.
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MAK Agency
2323 Elliott Ave.
Seattle, WA 98121
(509)554-‐8275 Mary Kreutz
Company Name:LA Gang Tours Contact Name:Jeremy White Contact Number:(213) 265-4950 Date: February 3, 2010
1. What is the purpose of this project? The main purpose of this project is to create jobs for the residents of South Central, Los Angeles and helping the area with its economic growth. At the same time, the project will serve as a base in educating tourists and local communities of the unforgettable historical event of the Los Angeles inner city lifestyle which is the devastating gang involvement.
2. What is the demographic and physiographic?
The demographic and the psychographic for the target audience of LA gang tours are from younger to older age which are willing to participate and help the community.
3. How should the company be represented: LA gang Tours should be represented as a way to participate or getting involve in providing a peaceful environment and giving help to the community between the three largest and most notorious gangs in L.A
4. Who is the direct competition? And indirect competition? The direct competition of L.A gang tours would be, Beverly Hills tours, and Los Angeles Tours and the indirect competition would be Disneyland, Rodeo drive and Hollywood walk of fame.
5. What sets the company aside from the competitors?
The one thing that will set aside the company from the other competitors is the significant education about the phenomenon that occurred between three largest notorious gangs in Los Angeles and how it brought about to its deterioration.
Media Information Media Start: February 3,2010 End: March 16,2010 Budget:____________
Important Guidelines: __________________________________________________________________________________ __________________________________________________________________________________
__________________________________________________________________________________ 6
MAK Agency
2323 Elliott Ave.
Seattle, WA 98121
Headlines:
Saving Lives, creating jobs, and rebuilding communities (Print Headline) The Ultimate Urban Experience (Print Headline) Types of headlines: Direct Headline News Headline
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MAK Agency
2323 Elliott Ave.
Seattle, WA 98121
Alternative Television Spot:
The storyline would start off as a vehicle that is making its way through the South Central, Los
Angeles area. As the vehicle is driving through its inner cities, the surroundings will begin to
change, marking the positive development of the community. It will display the changes and the
economic growth that the cities are going through because of LA Gang Tours. Finally, the last
scene will be the vehicle coming to a stop. In front of the vehicle, a sign resembling a “stop sign”
will be displayed saying “LA Gang Tours, saving lives, creating jobs, and rebuilding communities.”
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MAK Agency
2323 Elliott Ave.
Seattle, WA 98121
LA Gang Tours PSA Life Changing Experience : 30 TV Fade in : 00-‐:01 Music First shot actor #1 Look at wall : 01-‐:05 Music Close Up Actor#1 flips hat while shaking spray can : 05-‐:07 Music Cross Bug between shot transitions : 07-‐:08 Music FS actor#1 at wall spray painting : 08-‐:10 Music Close Up actor#1 continuing : 10-‐:13 Music graffiti on the wall Cross Bug between shot transitions : 13-‐:14 Music Full Shot actor #1 steps back and glances at artwork, Actor #2 introduced in scenes : 14-‐:24 Music Cross Bug between shot transitions : 24-‐:25 Music Wide Shot actor#1 walking up stairs : 25-‐:26 Music Cross Bug between shot transitions : 26-‐: 27 Music Wide Shot Actor#1 walks up the :27-‐:27;21 Music stairs to the college Cross Bug between shot transitions :27;21-‐:28 Music White Screen Shot with Cross Bug :28-‐:30 Music message introduced with Fade Out
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MAK Agency
2323 Elliott Ave.
Seattle, WA 98121
Television Strategy
Our television treatment that we have chosen to create is a Public Service Announcement to
inform the public about the non-‐profit company L.A. Gang Tours. The purpose of L.A. Gang Tours
is to bring awareness to the public about the surrounding Los Angeles areas and to provide
opportunities for people who live in the communities. Our PSA could be viewed on KTTV-‐FOX11
LA and on CBS2-‐KCAL9 local channels in the Los Angeles area and could be put on You Tube.
The story line for our Public Service Announcement will be about a boy who comes up on a
Graffiti wall and starts drawing on the wall. A man then comes up to the boy and hands him a
check. The man is a college scout and is handing him a scholarship to go to an art school. Finally,
it will show the boy walking up the stairs to an art school. The scene will have no dialogue from
the actors, but will instead have the lead of music and the storyline will paint the picture.
Our group will acquire the help of our peers from the Digital Film and Video Production program
to help us create the special shots, angles and other effects that we would like to create in our
film. What we desire the most is for the public to understand that taking a tour will help create a
difference in the communities.
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MAK Agency 2323 Elliott Ave.
Seattle, WA 98121
Bench AD:
The Ultimate Urban Experience.
www.lagangtours.com
Phone: (213) 265-4950
Los Angeles, CA 90026
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MAK Agency 2323 Elliott Ave.
Seattle, WA 98121
Alternative Radio Spot:
The beginning of the broadcast there will be a teenager sharing how LA Gang Tours has helped his
neighborhood of Los Angeles. He will say in the broadcast that he never thought I would have an
opportunity like this to go to college, neither did anyone else. He will express of LA Gang Tours has
greatly impacted his life and has shown him that anything is possible. Overall he will be sharing how
the tours impacted him and his community. He will also express the changes in choices he makes now,
and how appreciative he is.
After the teenager is done speaking, Alfred will speak on the behalf of LA Gang Tours. He will say the
upcoming tour dates of April 10th and April 24th. After that he will speak about visiting
lagangtours.com to make a donation, purchase tickets, and to get a better insight of our tours. Next he
will mention to remember that you can help make these opportunities possible. The broadcast will end
with saying, “LA Gang Tours- saving lives, creating jobs, and rebuilding communities.”
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MAK Agency 2323 Elliott Ave.
Seattle, WA 98121
LA Gang Tour
Tour opportunity
:60 Radio
SFX :00 -‐ :03 KNOCK ON A DOOR
Announcement #1 :03 -‐ : 06 We are here to offer you the ultimate urban
experience.
Fade up music :06-‐ : 10 SHAKE SPRAY CAN AND SPRAY
Announcement #2 :10-‐: 44 CALM VOICE LA Gang Tours will take you
around the South Central L.A. neighborhoods
and let your experience something that no other
tour can offer. You will be able to hear real life
stories and be able to see this slowly changing
community. The tours proceeds create the
opportunity for the community, an opportunity
to get a job, an opportunity for education, and
the opportunity to have a better future. Purchase
a LA Gang Tours ticket today and make these
opportunities available for these less fortunate
communities. Even if one tour gives an
opportunity for someone, it is worth it all.
Announcement#3 :44 -‐ :56 SLOW LA Gang Tours, saving lives, creating
jobs,
and rebuilding communities. Visit
lagangtours.com
for more info on upcoming tour dates, changes
in
the community, and how you can help.
Fade out music :56-‐ :60 SHAKE SPRAY CAN AND SPRAY
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MAK Agency 2323 Elliott Ave.
Seattle, WA 98121
Radio Strategy:
For our broadcast we will start by saying LA Gang Tours will take you around the South Central
Los Angeles area and let your experience something that no other tour can offer. One will be able
to hear real life stories and be able to see this slowly changing community. The proceeds that are
made from the tour help create the opportunity for the community, an opportunity to get a job,
an opportunity for education, and the opportunity to have a better future. Purchase a LA Gang
Tours ticket today and make these opportunities available for these less fortunate communities.
Even if one tour gives an opportunity for someone, it is worth it all. LA Gang Tours, saving lives,
creating jobs, and rebuilding communities. We would end this radio broadcast saying, for more
information on upcoming tour dates, changes in the community, and how you can become a part
of this change visit LA Gang Tours.com.
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MAK Agency
2323 Elliott Ave.
Seattle, WA 98121
Print Budget LA Time Magazine
SIZE 1x 3x 5x 6x 9x 12x
Spread $2829 $2691 $2604 $2588 $2466 $2380
Full Page $1466 $1380 $1346 $1328 $1277 $1208
2/3 Page $1086 $1035 $1017 $1001 $0948 $0897
1/3 Page $741 $725 $690 $674 $638 $621
1/4 Page $587 $569 $552 $534 $518 $438
Benches Advertising (California)
• $115 Per Bench/Month
TV Spots • Fox Primetime (8pm-12am) $55 per spot
• Los Angeles-58 Zones
Average $350 per zone Radio Advertising Budget (102.7 KIIS FM, Power 106)
• $90-$120 per Week (varies if the time is selective)
Internet Advertisement • You Tube FREE
• Yahoo! Video FREE