Executive Summary......................................3Situation Analysis.........................................4Marketing Objectives...................................7Target Audience...........................................8SWOT Analysis...........................................9Positioning Statement................................10Big Idea......................................................11Fridge Magnets..........................................12New Website..............................................13Newspaper..................................................14Promo Video..............................................15Social Media..............................................16Direct Mail................................................17Budget.......................................................18Agency Pitch.............................................20Thank You..................................................21Meet Banana Conquest.............................L1

China Horizons is an international service program dedicated to the implanting of native English speakers as teachers, into Chinese schools. Their main competition is the much larger ILP (International Language Program) which has placement in not only China but in many other countries throughout Asia Major. The target clientele of China Horizons’ program is mainly LDS college students in their twenties because the higher moral standards of the LDS culture result in a more stable environment conducive to the directives of the Chinese schools. Having utilized print ads and job fairs in LDS colleges extensively, China Horizons has found that these media are lacking the desired efficacy and efficiency. A single print ad may get 5 sign-ups for the program. The program has many schools within their base range that continue to go unplaced with a native English teacher as a result of insufficient volunteers. China Horizons’ program is the most affordable teaching abroad program with a starting price of $825 as compared to ILP’s program cost of $2520. They are a smaller more localized company capable of placing near 75+ volunteers in teaching positions per semester. Capitalizing on this apparent program strength, we intend to position China Horizons as the most affordable teaching abroad program. The Campaign will utilize several new types of media while at the same time redirecting the efficacy of the old by revamping them to more suit the generation that they are appealing to. It will employ social media networks which charge little to nothing, redesigned print ads that will emphasize the more affordable price of this program; as well as direct mail campaigns which are designed arouse curiosity and awareness of the program. We will thoroughly demonstrate the affordability of this program through these media and emphasize it further through the new slogan “Making a difference you can afford”. By showing the potential volunteer that this is the most cost effective program, it will help draw the monetarily minded college student to the conclusion that this is the best program for their money; which will in turn increase signups and placement. Banana Conquest Advertising’s diversely capable staff will work with dedication, experience, and determination to help China Horizons reach their target audience as fully as possible. We will tenaciously stick to the budget while offering the best assortment of options to enhance your program. Through the new slogan and designs you will establish a firm place in the industry that sets China Horizons apart from other programs.

China Horizons offers an authentic teaching abroad experience. Since its conception in 2002, China Horizons has helped place over 500 students in teaching positions near the Hunan Province. China Horizons prides itself on hiring teachers of high moral standards.

Upon arrival in China, the volunteers’ are taken through a three day orientation to prepare them to teach and survive in the Chinese culture. Volunteers are hosted at China Horizons’ partner schools with 2 to 3 other China Horizons volunteers. These schools are legally qualified to host foreign teachers, and provide suitable living and teaching conditions.

Teachers are expected to teach 40-50 minute classes for 18-22 hours a week. Participants are also given two weeks vacation while in China to allow for some sight-seeing.

Jacob Harlan, founder of China Horizons, taught English independently with his wife in Anhui Province in 2002. Upon finishing their term, Harlan was asked if they could recommend replacements to continue to teach English. It was then they realized there was a high demand for English teachers in China.

China Horizons was up and running from 2004 to 2006. Though Jacob was still finishing his education, he was able to run the business on the side. After his graduation in 2007, what was a part time job, became his mainstay. Now, instead of sending 10 to 15 teachers a semester like he had in the past, he was sending 25 to 40.

Along with the expansion of teachers, the program has continued to improve. China Horizons now includes a three-day China orientation/survival program, to prepare participants to live there. Basic language is taught, along with the tour. Jacob and his family now live in China so that he can be there as direct support for the volunteers.

Product Description:

Client History:

Jacob lives in Xiangtan City, Hunan province, and runs the program from there. Teachers are sent mainly to the Hunan, Province.

The advertising angle taken in the past is an informative serious approach. Ads have been placed in the Scroll, with an average sign-up rate of three to five direct participants. China Horizons’ website gets approx. 2000-3000 hits during the slow months and 5000 during the busy months. There is currently a seven minute promotional video on the front page of the website that gives those interested a better view of what China will be like. Presentations have been made in Chinese classes and World Civilization classes, and booths have been used at career fairs at college campuses.

Geographic Factors:

Past & Presentadvertising and promotional activities:

International Language Progam (ILP) started in 1995 and is based in Provo, Utah. The program fee with this company is $2,520 a semester. Because they send teachers throughout the entire world, they are a slightly different market, but still pose a decent threat.

BYU Kennedy Center Teachers (KCT) sends retired, married couples to teach English. Because they are targeting a different audience, they are more of an ally than a competitor.

Main Competitors:

o Increase the number of volunteers contracted from 25-40 to 50-75 per semestero Spread awareness and a clearer understanding to the LDS marketo Focus in on our precise target marketo Make certain the applicants are fully aware of the difficulty, opportunity and seriousness of this program

o Enhance the website to increase usability and efficiencyo Utilize new slogan to clarify the company objectiveo Use social media networks to draw, enhance, and communicate with the target audienceo Use creative advertising to emphasize afford ability and the impact of the experience thereby drawing them to the websiteo Target single college students to increase participation rate

Marketing: Advertising:

The potential applicant for China Horizons is a single female, working toward a degree in her early to mid 20s, with no children. She is a Latter-day Saint that is interested in childcare, exploring different kinds of cultures, and is currently residing in an apartment with five other girls. She is familiar with small towns and is ready for a big city experience. Her hobbies include sightseeing, babysitting, and exotic foods. She is a single, full-time student that is currently on a scholarship. She is looking for work experience in a non-traditional environment and is seeking a service opportunity to enhance her resume. We acknowledge the potential male volunteers for the program as a secondary audience, but we will be focusing on college age women as your primary target audience.

Strengths:

Weaknesses:

Opportunities:

Threats:

o China Horizons has the most affordable priceo Niche in LDS college marketo Two weeks of vacation time during program to explore China o Safe environment with high standards provided by the schoolo Room and board provided

o Target position is unpaido Not offered year-roundo China is far from home and is a big commitment. o Hefty fines for leaving earlyo Language barrier (English vs. Chinese)o Teaching students is difficulto LDS targeting narrows pool of volunteers

o Opportunity for future employment with completion of a Bachelor’s Degreeo Opportunity to have a positive effect on students lives through the English languageo Being in the culture provides an opportunity for a basic learning of the Chinese languageo Teaching and service experience is excellent for building a resume

o Other programs: International Language Program (ILP), David M. Kennedy Teaching Programs through BYU, other traveling abroad programso Chinese government, issues with visaso Previously made commitments for applicants

We will position China Horizons as the most affordable teaching abroad program in China. While many of the competitors offer teaching experiences, China Horizons provides the opportunity to gain beneficial life skills and work experience, enjoy authentic Chinese culture, and impact children’s lives at a substantially lower cost than its competitors.

Our Big Idea is centered on the ideal that you can afford to make a difference.China Horizons is not the only teaching abroad experience offered in China, but it is the most affordable. The affordability of this program makes it possible for almost anyone interested in professional resume building service opportunities to participate.

We will increase the awareness of China Horizons by reasserting its advertising toward more strategic advertisements. This includes promoting the rates of China Horizons in their print ads as the lowest offered for this type of program, and a testimonial based promotional that will add more emotional appeal and understanding to the company’s public face.

The slogan we are proposing will be, “Making a difference you can afford.”

Testimonials will show continuity with the slogan, illustrating why China Horizons is affordably the best choice when it comes to making a difference. We will include pictures of individual volunteers enjoying the teaching environments and their cultural experiences in China. China Horizons has the potential to be the most successful international teaching program because the individual is obtaining the best value for their money. It is an important work and service experience that is both attainable and affordable.

Our research shows that we can effectively reach our target audience through refrigerator magnets. Apartment complexes generally have six residents per apartment. These residents often leave magnets on the refrigerator semester after semester. Each resident, assuming he or she goes to school for two semesters, lives in their apartment for approximately 190 days a year. Assuming they go to the fridge twice a day, he or she will view the front of the refrigerator 380 times a year. It is for this reason that we will use refrigerator magnets as a media vehicle.

We will print 10,000 magnets the first year through 4imprints.com. Approximately 2500 will be distributed throughout the school year on the Campuses of BYU, BYU-Idaho, BYU-Hawaii and Snow College. We will post approximately 1,250 on the doors of approved housing complexes at each of these universities the first few weeks of the fall and winter semesters, targeting mainly the women’s housing.

According to our research, the magnets will be viewed by 60,000 people over the course of a year, with the frequency of 380. Assuming the magnet is kept on the fridge, the overall number of views would be 22,800,000 in one year. The total production cost is $1,100

Fridge Magnets:

The Internet is easily accessible, and is the best way for users to research China Horizons’ program. The current website has an average of 2000-3000 hits during the slow months, and 5000 during the busy months. This would mean approximately 30,000-40,000 hits in a year.

Because all of our marketing is intended to drive traffic to the website where they can obtain an application, these numbers will increase.

We will redesign your website through Dreamhost to be more visually appealing and user friendly to show the professional-ism that China Horizons’ program represents.

The design will include an 18-page design without flash elements. Due to the initial cost of design, and Dreamhost’s fees, this will cost $1,400 the first year, and $90 each following year.

Features:• Optimized for 800x600 resolution - I-pads and notebooks can now view your website comfortably.

• Music has been relegated to a third party. This reflects good business ethics and protects our reputation. Hosting music files can be dangerous and having a seperate player on every page is unattractive to users who browse with more than a single tab.

• Rollover buttons, visual elements, and extra links get the user involved. The secret to a good website is interactivity - users are more comfortable when they feel involved.

• Simple browsing interface. You want to guide your customers to relevant informatio, and ultimately, to fill out an applicaton. Too many links can distract and confuse your clients.

• Analytics Software. Though a web counter is good, analytics software gives you hard data on who’s visiting, where they’re coming from, and why they’re leaving.

New Website:

The ScrollThe Scroll is the BYU-Idaho school newspaper. Past advertisements through the Scroll have generated an average of ten signed contracts. It is because of this success we will continue to utilize this media vehicle to reach our target audience. We will print one ½-page ad on page 3 of the Scroll during the months of February and September. Based upon past results, this would generate $8,250 in application fees. This will cost $720.

The Daily UniverseThe Daily Universe is the BYU school newspaper. The student body population is double the size of BYU-Idaho. We will print one ½-page ad in the Daily Universe during the months of February and September. If the rates of success continue, this will generate a much higher ratio of applications than at BYU-Idaho. This will cost $1324.50.

Note: We acknowledge the presence of other LDS populated colleges but we have chosen to overlook them because of the possible high influx of non-LDS applicants.

Newspaper:

Video provides an opportunity to combine visual elements with audio, and text to create a more personable appeal.

We will create a new promotional video where we will take a more emotional approach of your company that emphasizes the new logo, “Making a difference you can afford”. We will combine pictures, music, and testimonial to instill in the viewers a desire to make a difference.

We will emphasize the affordability of the program and the positive effects it has on both the volunteers and students. We will place your video on the front page of your website as well as on youtube.com. The approximate cost will be $250.

Promotional Video:

Facebook is a social media network where account holders can post pictures, send private messages to their friends, and post comments for other users to see. We will create a Facebook page that was act as a forum for perspective volunteers and former volunteers of the program. This will give those who are researching the program a way to have a human connection to answer questions and relate in a way a website or advertisement cannot. Facebook is a free service.

Twitter is a social media website that allows account holders to post any idea on the Internet, and have it be seen immediately by all their friends. We will setup a Twitter account to create trust between the volunteers and the company. A Twitter account would allow you to keep up to date on how widespread knowledge of your program is. It would also provide word-of-mouth marketing and public relations promotion and regulation, which in turn will increase the reputation of the program. Twitter accounts are a free service.

Wikipedia is one of the foremost common and readily available research tools on the Internet. It can be changed by anyone, and is often used when researching general information. We would create a Wikipedia page to give students a readily available tool for researching your company. On the page, we would use reputable information including; the history of the company, the technical data on its purpose, location, regional work, and a short bio on the founder. Wikipedia is a free service.

Social Media:

Features:o 4x6o 4-color front and backo 14pt cardstock gloss

Direct Mail is an effective way to spread awareness to individuals who would not know about the company otherwise. We will spread awareness by delivering 10,000 pieces of direct mail a year. Approximately 2500 will be distributed throughout the school year on the Campuses of BYU, BYU-Idaho, BYU-Hawaii and Snow College. We will post approximately 1,250 to the doors of approved housing complexes at these universities in months of March and October. This will inform students that the sign up deadlines are ending soon. We will print through www.uprinting.com and it will cost $1,134.69.

Direct Mail:

University NewspapersBYU-I: One ½-page advertisement = $360 BYU: One ½-page advertisement = $662.25Total cost: $2044.50

WebsiteDesigner costs:(18 page design, no flash) = $1310One year on Dreamhost = $90Total Cost: First year = $1400Following years = $90

MagnetsOne magnet = $0.11 Total cost: $1,100

Video Producing the video = $250Youtube.com = FreeTotal Cost: $250

Hand MailPrinting costs (uprinting.com) = $409.69Labor costs (5 employees/university) = $725Total Cost: $1134.69

TOTAL COST FOR CAMPAIGN: $5,929.19

We recommend following this schedule for ad placement. Run the newspaper ads in February and September and distribute magnets in January, April, and September. All other media will be run continuously throughout the year.

China Horizons is dedicated to only the best and so are we. As an agency we start and finish every project with enthusiasm. Once we set our minds to something we work at it until it is perfected. We are fully committed to giving our clients the best possible campaign. We work hard to ensure that our clients are not only satisfied, but that their expectations have been exceeded. We are a full service ad agency dedicated to positioning companies and services with their best foot forward. We are a creative team whose mission is to provide our clients with flawless execution. We believe that our clients have already made their dreams a reality; our job is to prove that.

We will increase visits to your website through the use of social media networking and our explicitly designed ad campaign.

We will better the users experience on the website through our more visually appealing design and user friendly navigation.

We will also introduce a new constant in your advertisement through the Refrigerator magnets. Through this medium China Horizons will become a common household name among LDS college campuses with this advertisement that has a long shelf life. Emotional appeal and financial savings have been intrinsically woven throughout our campaign through our Big Idea, “Making a difference you can afford”.

This carries with it the idealism that inspires students looking for this type of opportunity, to search out China Horizons as their best option for a service abroad program.

In closing, we would like to show our appreciation for the opportunity of working with China Horizons. We firmly believe that our campaign will improve the influence and awareness of China Horizons throughout LDS majority schools. This campaign includes many unique and efficient methods that directly appeal to those individuals who you are looking to provide with these life-changing opportunities. The contents and ideas in this presentation are the intellectual property of the students who created it and Brigham Young University-Idaho. The use of any of these ideas or concepts without the written permission of the students and BYU-Idaho is strictly prohibited.

We know your time is valuable. Thank you for taking the time to review our campaign for China Horizons. We hope you enjoyed our presentation as much as we enjoyed piecing it together. On behalf of all of us at Banana Conquest: Thank You! We look forward to working with you in the future.

When it comes to your ad dollars, other agencies might trip, slip, or fall. But in the game of marketing strategies, Banana Conquest is king. Our talented team can lend a steady hand to your advertising efforts - helping your business build market momentum. We have the know-how to envision, create, revise, and complete market promotions that will knock you off your feet.

A well executed strategic campaign is sure to move your business in the right direction. At Banana Conquest, we pride ourselves in knowing what makes your audience go bananas. Using a fatal combination of research analysis and creative execution, we’ll have your market cornered and begging for business. Banana Conquest makes it possible to capture the wallets and win the hearts of any demographic.

Find out what gives Banana Conquest the winning edge. Move forward with us… and onto victory. Contact our agency today!