health bed pitchsample
DESCRIPTION
The Health Bed group project that myself and 2 others worked together on for our Promotional Strategy/Analysis class at Capilano University. This class was ran like an agency where 3 groups compete against one another to “win” the Health Bed account. We presented to our client with a creative strategy, a promotional strategy and various media outlet for his product. I will post a few more items from this project that I was responsible to put together.TRANSCRIPT
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Once upon a time there was a man named
Don Eady, and over the past 15 years he’s
been searching for the perfect ingredients for
health, relaxation and a perfect night’s
sleep… And this is the story of
The Health Bed
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Publisher
3 different hats – 3 ways of thinking – 3 ways to success
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Authors4
Account Executive/Media – Vanessa
Creative Director – Matthew
Promotional Director – Andrew
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ChaptersPart 1Chapter 1 - Our Mission
Chapter 2 - You
Chapter 3 – Consumer Knowledge
Part 2Chapter 4 – Creative Brief
Chapter 5 – Promotional Brief
Chapter 6 – Media Brief
Part 3Chapter 7 – Road Map
Chapter 8 – Cost & Budget
Chapter 9 – The Happily Ever After
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To raise awareness, generate trial and move 1000 units of the Health Bed from May – December 2008.
Mission6
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Client Knowledge
Health Bed is made of 100% all natural, customized to fit 100 lbs to 300lbs.
Wants us to get the right information about sleep habits out there.
Selling directly to his current customers Next Step
Franchising
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Current Customers
Female 40+ 50-60 with body problems
Families Kids with medical issues
Kerrisdale and West Vancouver
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Competitor Knowledge
The Dux Bed Retail outlet on
Granville & 10th
Limited customizability
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“…$8K price tag seemed a bit much.” - gardenerbob Epionions.com on Dux Bed – 2007“…I don't regret my purchase, yet I occasionally question my judgement for spending so much on a bed”- – xlugxmiop Epionions.com on Dux Bed - 2004
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5 point plan for Campaign
Go Big Build Brand Awareness Generate Trial Control of Trial Build Sales Force
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Creative Brief11
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Objective12
To bring Health Bed into the market by creating brand awareness & preference Position the bed as a healthy and organic
alternative for sleeping compared to other mattresses
Attract new demographics/markets Newlyweds New parents
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Theme Considerations Fairy Tales/Bedtime Stories
Goldilocks and The Three Bears Sleeping Beauty The Princess and The Pea
Health, Health, Health! Body, Mind and Soul
Tone and Style Clean and simple
Create Logo
Creative Strategy13
“This bed is too hard, this bed is too soft, this bed is just right.”
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Fairytales are stories that are read as dreams come true Everyone can relate to childhood memories of
bedtime story time The Health Bed can become apart of these memories
Brand as the Greatest Bedtime story companion of all time
Logo will help with brand recognition
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Rationale14
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The Health Bed + Fairytale Themes =
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THE HEALTH BED PHILOSOPHIES
The Health Bed Philosophies
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Promotional Brief
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Areas Considered
Hotels Spas Donating beds etc. to Children’s Hospital Viral & Guerilla Marketing
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Showroom
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Showroom
A showroom at Capilano Mall
Act as a Flagship Store for Franchise
Close proximity to factory
More attractive
Easier access for customers
Area 62 - $3,400.00/month - Next to Ed’s
Linens
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Location in the Mall25
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Mall Promotions
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Rationale
Get people to test out the bed
Allow us to tap into families
Purchasing mood
Spread awareness to a large number of
people
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Mall Promotions
Metrotown Center (June 7, 8) and Oakridge Centre (August 30, 31)
Fairy tale themed “The Princess & The Pea Challenge” Draw to Win a King Size Bed Story Time Brochure at events to drive traffic to web-site
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Charity Book Drive
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Rationale
Valuable public relations
Shows you’re a company that cares
Ties into the advertising campaign
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Book Drive
Bring a story book down to all mall promotional events The Health Bed is the greatest bedtime
story companion Charity of choice:
Learning Disabilities Association of Vancouver
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In-Store Cross Promotion
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Rationale
Displays that outline the benefits of the
product
Containing pamphlets
Locations that currently carry Snug Sleep
products
Organic food and health stores
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Rationale
Consumers: Similar buying patterns Similar values Willing to pay more
These stores would be more in favor of promoting such a product
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Locations
Location that sell Snug Sleep products Ed's Linens North Shore Linens Dream Designs Simmons Mattress
Gallery BedCetera
Organic food and health stores Organic Connection Capers Community
Market Sweet Cherubim
Organic & Natural Foods
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Locations36
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Shows & Fairs
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Rationale
The healthy minded
Recently married couples
Families
Attract Franchisees
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Vancouver Health Show
Healthy minded people
Willing to pay more for organic and
natural merchandise
May be interested in becoming sales
representatives
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Vancouver Health Show
Key Beneficial Feature Seminar/showcase
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Vancouver Health Show
Preferred area - 218
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Vancouver Health Show
October 25 & 26, 2008
Vancouver Convention & Exhibition
Centre
$990 (add $200 for Prime Corners) + gst
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Grand Wedding Show
Multi cultural event
Couples starting their lives together
Looking for items they will need to start
their lives as a married couple
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Grand Wedding Show
September 13 &
14, 2008
Vancouver
Convention &
Exhibition Centre
$499 + gst
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Baby and Family Fair
Parents looking for what’s best for their
children
Looking for items that can change as the
child grows and changes
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Baby and Family Fair
Preferred area 307
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Baby and Family Fair
November 1 & 2, 2008
Vancouver Convention & Exhibition
Centre
$1,150 + gst
http://birthwrite.sweethomebirth.com/2006/09/vancouver-baby-family-fair.html
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Media Brief48
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The Health Bed’s Media Landscape
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X-Promotions Phone Orders
In-store
Mall Promotions
MagazineNewspaper
Trade Shows
Events
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The Vancouver Sun
Advertorial Profile Introduce yourself to the
marketplace Monday’s Edition
Body & Health
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How Many People Read Canadian Living?
Published Monthly Single Issue
4,268,000
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The North Shore News
Connecting to the Community Covers anywhere between Deep Cove and
Horseshoe Bay Great supporters of the community for
organizations, activities and events.
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Calendar – June/July53
June1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 1617 18 19 20 21 22 23 24 25 26 27 28 29 30
Metrotown Centre
Oakridge CentreGrand Wedding ShowVancouver Health ShowBaby & Family FairVancouver Sun Ads
North Shore NewsHealth Bed Grand Opening
Canadian Living -BC
July1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
Metrotown CentreOakridge CentreGrand Wedding ShowVancouver Health ShowBaby & Family FairVancouver Sun AdsNorth Shore NewsHealth Bed Grand Opening
Canadian Living -BC
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Calendar – August/September
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August
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
Metrotown CentreOakridge Centre
Grand Wedding ShowVancouver Health ShowBaby & Family FairVancouver Sun AdsNorth Shore News
Health Bed Grand OpeningCanadian Living -BC
September
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
Metrotown CentreOakridge CentreGrand Wedding Show
Vancouver Health ShowBaby & Family FairVancouver Sun AdsNorth Shore News
Health Bed Grand OpeningCanadian Living -BC
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Calendar – October/ November
55October
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
Metrotown CentreOakridge CentreGrand Wedding ShowVancouver Health Show
Baby & Family FairVancouver Sun AdsNorth Shore NewsHealth Bed Grand OpeningCanadian Living -BC
November
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
Metrotown CentreOakridge CentreGrand Wedding ShowVancouver Health ShowBaby & Family Fair
Vancouver Sun AdsNorth Shore NewsHealth Bed Grand OpeningCanadian Living -BC
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Recap
Branded as the Greatest Bedtime Story Companion
Came up with the Health Bed Philosophy and Logo
Flagship store for Franchise 5 ways to drive trials and awareness 3 strong media outlets
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So with the help of Conceptual Media and their creative, promotional and
media campaign, the Health Bed and Don Eady lived happily ever after…
The End
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