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Table of Contents
I. Executive Summary!!!!...!!!!!!!!!!!!!!!!!!!!!.!!!!!..3 Campaign Goals and Objectives!!!!!!!!!!!!!!!!!!!!!!!..4 Brand Status Query!!!!!!!!!!!!!!!!!!!!!!!!.!!.!!!5 Competitive Assessment!!!!!!!!!!!!!!!!!!!!!!!!!!!6 Competitor Analysis!!!!!!!!!!!!!!!!!!!!!!!...!!!!!.6 Market Outlook!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!..7 Perceptual Map!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!..8 II. Research!!!!!!!!!!!!!!!!!!!!!!!!!..!!!!!!!!!!!9 III. Belief Dynamics !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!..10 Brand Vision!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!..10 Leadership Equity!!!!!!!!!!!!!!!!!!!!!!!..!!!!!!..11 IV. Message Storming!!!!!!!!!!!!!!!!!!!!!!!..!!!!!!!!12 Communication Platform, Key Messages!!!!!!!!!!!.!!!!!!!!12 V. Core Integrated Strategy!!!!!!!!!!!!!!!!!!!!!!!!!!!...!.13 Differentiation, Creative Platform!!!!!!!!!!!!!!!!!!!!!.!...14 VI. Tactical Integration!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!.16 Advertising!!!!!!!!!!!!!!!!!!!!!!!!!..!!!!!!.15-16 Public Relations!!!!!!!!!!!!..!!!!!!!!!!!!!!!!!!..17 Press Release!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!..!..18 Direct Marketing, Jostens Alumni Program!!!!!!!!!!!!!!!!!..!19 Digital Marketing!!!!!!!!!!!!!!!!!!!!!!!!..!!!..!.19-21 VII. Budget!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!22 VIII. Implementation and Measurement!!!!!!!!!!!!!!!!!!!!!!..22-23
Executive Summary
For over a hundred years, Jostens has created the highest quality class rings to help college students preserve their years in school through the purchase of a college class ring. By providing high quality products, delivering great service and through consumer insight, Jostens has made a name for itself and is very well respected in the class ring market. However, there are still opportunities to make Jostens a clear market leader by building relationships with consumers that will last a lifetime. Jostens offers a variety of class ring customization options, including different designs, stones and engraving. Purchasing a Jostens class ring ensures high quality and comes with a warranty so the customer will forever be satisfied. However, the quality, warranty and options are not the only reasons Jostens rings stand apart. We understand that college students work very hard to accomplish their goals while creating memories that last a lifetime. The purchase of a Jostens class ring helps students relive the memories they created, the achievements they made and the experiences they will never forget. Jostens college class ring division has the opportunity to communicate with students like they never have before by creating a relationship with the consumer that does not end with the purchase of a class ring. Through new positioning, fresh creative and a dynamic communication platform, we are looking to transform the way college students look at class rings and at Jostens.
Campaign Statement
The Jostens Relive campaign allows college class ring purchasers to celebrate memories related to college for the rest of their lives.
Strategy
To create and implement a new persona for class rings by making targeted messaging more relevant and cohesive.
Goals
! ! ! ! Increase awareness Revamp the Jostens brand image Transform the way that class rings are marketed and perceived Resonate with students
Objectives
! Out-communicate competition ! Remain the market leader and increase the market share of college class rings by five percent ! Make purchasing a class ring part of the graduation experience for more college students
Zales
Focus on providing a variety of choices. Mainstream jewelry customers who seek excellent value in fine jewelry. Celebrate your academic achievement with your official class ring. Help celebrate and remember the most important moments in life. Create a lasting impression.
Balfour
Focus on academic excellence. Recognition products. Offers specifically rings. Sold through vendors. High school focused.
Art Carved
None.
Gold Lance
Market Outlook
The class ring market is considered a flat market. Roughly the same amount of consumers buys college class rings each year. The market trends, however, are shifting. A consumer who buys a class ring has shifted from a primarily male dominant consumer base to a new majority of females who are dominating the market. In the college market, the students are the ones who are making the purchasing decision and the purchase itself. The parents usually spur an interest in the college consumer but the rings are seen as being purchased still mainly by the college student. Communication in this market is shifting, too. Companies as a whole are seeing opportunities to connect with their target audience by means of emergent social media platforms. Not only is it a cost effective way to make the brand known to a wider audience, but it also provides an easy way to get information out about current promotions. Jostens is the leader in the class ring market but is seeing heavy competition from unlikely competitors outside of the market in the form of other extravagant graduation presents. Besides class rings, graduation gifts include: cars, phones, computers, money and other electronic devices. This has proven to deteriorate the tradition of buying class rings since the money usually spent by parents willing to buy students gifts at graduation time is being offered or given for other things. Our primary research findings supports this.
Perceptual Map
Added value through the Jostens Relive campaign comes from these benefits: ! ! ! ! Lifelong relationship Engagement Youth development Quality 8
II. Research
Primary Qualitative Findings
These findings represent what we discovered from conducting a focus group of college students; both male and female, freshmen through seniors. View of Jostens Traditional brand, but keeps up with current trends Energetic sales people High profile, important company View of class rings The only reason a guy wears a ring is to make a statement I feel like class rings are more of a guy thing; they look more masculine They are for athletes In college, rings should be school colors and not birthstones Class ring represents" School pride Symbol of achievement Nostalgia
Secondary Research
These findings represent what we discovered from online secondary research. Jostens has higher quality rings than competitors Jostens is active on Twitter, Facebook and Instagram, whereas some of the competitors are lagging behind in social media tactics
Research Insights
Price should remain high to reflect the exclusivity and quality of Jostens rings. Limited choices (styles, colors, engravings, etc.) drive desirability due to feelings of unity and school spirit ! Jostens should implement advertising and public relations strategies such as print to aid in reaching college students a minimum of six times.
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Leadership Equity
Three Levels of Product
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Communication platform
Communication will take place primarily through digital outlets due to the high concentration of college students relying on such sources for information about events, opportunities, etc. Social media competitions via Facebook, Twitter and Instagram will increase communication with the college audience. Social media will also be utilized to promote events in order to reach an exponential number of individuals. Advertising through print and other paid media will also be useful in that they will provide a new, outstanding display of how these rings are seen as a way to relive certain memories throughout college. The online banner ads will be placed on YouTube, Imgur and The Chive.
Key messages 1. Relive is not a word; it is a feeling that an individual gets when he or she looks at
his or her college class ring. 2. A college class ring is a representation of personal achievement, personal experiences and personal development. 3. Purchasing a college class ring marks the beginning of a lifelong relationship. 12
Creative platform
Jostens will advance their creative strategy to incorporate the drive, liveliness and general personality of the average college student and focus on images and lifelong relationships that will trigger reflection and reliving college. Advertisements will feature photos of students who are working hard towards their goals in non-traditional ways. For example, one advertisement that features a student utilizing his art major by drawing on his friends face, gets the point across that students are accomplishing great things that can be used to create long-lasting college memories. Public relations efforts strongly incorporate aspects of engagement and the lifelong relationship that Jostens creates with its consumer-base. For example, a flag football tournament will enhance engagement by encouraging participation in an event that raises money for youth throughout the local community.
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Advertising
The first element of the Jostens Relive campaign is a series of print ads that illustrate typical college life. The ads will appear in college sports program booklets. The first image illustrates the art/theatre student. The image portrays a student who has fallen asleep on his books during class. A classmate takes advantage of the situation and draws a beard on his face with permanent marker. The text at the top of the image reads, Dont Cap Your Creativity. A second image depicts an academic student who has created a robot that is capable of delivering pizza across the room. At the top of the image reads, Piecing Together A Brighter Future. Another image represents the athlete. The image portrays a student, wearing only a college flag wrapped around his body, rushing the field during a football game. The text reads, Athleticism Isnt Always Defined By The Score. All of the images have Jostens logo at the bottom left corner and #relive on the bottom right to encourage college students to engage with Jostens on social media platforms including Facebook, Twitter and Instagram by using the designated hashtag.
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Public Relations
1. Jostens will host the First Annual Flag Football Tournament. College students will sign up to participate in a flag football tournament coached by university football players. The winning team will receive class rings from Jostens and will decide which charity the admissions proceeds will benefit (from a list of Jostens-approved organizations). The entry fee to the final round of the tournament is $3 for students and $5 for the general public. Pre-event practices and tournament games will be filmed to produce a YouTube documentary to share with the public on social media sites and on the Jostens website. The event will be promoted using social media, flyers, word of mouth and email blasts. 2. The Jostens Alumni Program plays a vital role in the Jostens Relive campaign. It ties together the past, present and future. It creates a relationship with consumers so they feel like treasured individuals. Jostens alumni have the ability to maintain relationships with like-minded individuals, benefit a charity, and meet individuals who could enhance their careers simply by purchasing a class ring and becoming part of this exclusive club.
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Direct Marketing
Jostens will decrease the amount of collateral distributed and focus on one piece of postcard-sized, personalized collateral. The direct marketing piece will contain images of class ring styles that can be personalized using a turn style film. The film will contain a selection of stone colors and ring materials that coincide with school colors to minimize the stress of having too many options and promote school spirit.
Digital Marketing
1. Earned
The social media #relive campaign emphasizes the importance of tradition in the college experience. College students will contribute user-generated content by uploading personal images of school traditions to social media sites such as Twitter, Facebook and Instagram. They will hashtag the photos with #relive and tag @Jostens to enter to be one of five individuals to win an Amazon Kindle. The image below is an example of how a student may choose to participate in this social media campaign.
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Additionally, Jostens blog will enhance the targets knowledge of the Jostens Relive campaign by discussing upcoming events, information about contests and discussion about the college experience. The blog will also include links to the Jostens website, social media handles and pages which will generate flow through all Jostens online media.
2. Owned
Jostens will rely on personal connections to distribute emails informing college students about ring promotions and special events. It is important that Jostens does not reach out to individuals who have not given consent to receive emails. Only individuals who have provided Jostens with their email address should be contacted via email.
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3. Paid
Jostens print advertising campaign will be integrated into the digital landscape. Banner ads will be implemented on sites such as Imgur, YouTube and The Chive in order to connect with college students. The ads will be linked to the Jostens website to increase traffic and ring sales.
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VII. Budget
Advertising Development and Implementation Public Relations Event Preparation Direct Marketing Content Social Media Giveaways Jostens Relive Campaign 25% 40% 25% 10% 100%
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Print Advertisements Online Advertisements Social Media #relive Email/Direct Marketing Flag Football Tournament Jostens Alumni Program Kickoff Event
January 6, 2014 January 6, 2014 January 6, 2014 February 3, 2014 May 5, 2014 August 25, 2014
We will use our goals and objectives as a basis for measuring the success of this campaign. Advertising: Online advertisements will be measured by analyzing click-through rates and engagement through #relive. The success of visibility and influence of the print advertisements will be analyzed upon completion of the campaign and by determining the increase in percentage of market share and overall sales of college class rings. Public relations: Measurement for public relations efforts will be based off of attendance and participation in the flag football tournament, the Jostens Alumni Program event and by how many people are interested in and sign up for the Jostens mailing list. In summary, our measurement efforts will vary based on the method of communication, but will ultimately reflect our intention of increasing awareness, revamping Jostens brand image, transforming the way that class rings are marketed and perceived, resonating with students, out-communicating competition, remaining the market leader and increasing market share of college class rings by five percent while making a Jostens class ring part of the graduation experience for more college students.
23 Allison Atkins, Jordan Goheski, Emily Homuth, Chris Lacourciere, Chloe Wasserburger