MEDIA PLAN: BlackBerry 10

Liz Dearstyne

Tra To

Shruti Sundararaman

Megan Bliach

MEDIA PLAN: BlackBerry 10

TABLE OF CONTENTS

Contents
Executive Summary
Summary of Media Plan 6

Situation Analysis

BlackBerry History 10 Product, Place, Price, Promotion 11 Industry Market 14 Competition 14 Share of Voice 16 Target Market 17 Target Market Geography 19 Target Market Profile 20

Media Allocation

Positioning Statement 22 Media Mix 23 Flow Chart 28 Reach & Frequency 29 Ostrow Models 30 Budget 32 Geography 33 Scheduling 34

MEDIA PLAN: BlackBerry 10

Executive Summary

EXECUTIVE SUMMARY

MEDIA PLAN: BLACKBERRY 10

Executive Summary
The introduction of BlackBerry 10 will mark the rebirth of BlackBerry as a brand catering exclusively to its original target market: business professionals belonging to various corporations. In the present competitive landscape that is predominantly owned by Apple and Samsung, BlackBerry is no longer perceived as the cool phone and as unable to keep up with quickly changing technology. It has lost its core positioning over the years by straying off from its original identity of being the business phone. Keeping the trademark security of its systems intact, BlackBerry 10 has tried to reinvent itself as a phone that promises not only security but also multitasking ability with exception flow and agility. This function fits perfectly with the lifestyle of our desired target audience which is composed of business professionals ages 25-39 who work for various Fortune 500 companies and government agencies. The goal of our campaign is raise awareness of the new product as well as reinforce the unique brand personality of BlackBerry. This should help restore the core positioning of the brand, strengthen the reputation of the company, and differentiate BlackBerry from its competitors. This will help us re-enter a high-spending market which BlackBerry in the past has proven it can rule. Our integrated media plan will follow closely the media touch points that are highly used by our target market such as newspapers, magazines, radio, cable TV, Internet and outdoor. Social media will also be implemented due to its low cost and its unique opportunity to enable a brand campaign to go viral. This plan is also geographically specific with a focus on spot markets that have high concentrations of big corporations. It covers the West Coast, South Central, Southeast and Northeast. The plan will launch in January and will follow a burst pattern in coordination with the fiscal calendar year. This includes heavy reach & frequency January through March and lighter media usage in April and May. This will be followed by another burst in June before the 3rd fiscal quarter starts in July. The campaign will end in July with a light month of media. Through our highly strategic and targeted campaign, BlackBerry 10 will make a successful launch into the smartphone market, revitalizing BlackBerry as a brand that can hold its own against others in the category. BlackBerry will be known once again as the superior phone for all business people, streamlining personal and professional use in a secure environment.

MEDIA PLAN: BLACKBERRY 10

EXECUTIVE SUMMARY

MEDIA PLAN: BLACKBERRY 10

MEDIA PLAN: BLACKBERRY 10

Situation Analysis

10

BRAND HISTORY

MEDIA PLAN: BLACKBERRY 10

BlackBerry History
Research in Motion is a top leader and manufacturer for the worldwide mobile communications market. Through a variety of network solutions, RIM provides multiple platforms and solutions for people to access information including email, phone, SMS messaging, Internet and several applications. BlackBerry (RIM) Research In Motion has had a vision for more than twenty years. Two engineering students from the University of Waterloo, Mike Lazaridis (CEO) and Douglas Fregin (VP, operations) founded RIM in 1984. RIM was launched by Lazaridis when he was just 23 years old after he dropped out of school to pursue this new path. He jumped from several different contracts and finally developed two way paging. As soon as Internet mail was launched RIM was ready. Obviously this worked because by the late 1980s RIM had more than one million dollars in sales and about a dozen employees. Research in Motion is known primarily as the maker and provider of BlackBerry wireless devices and e-mail services. These devices are popular with corporations who use them for on the job experiences. BlackBerrys service delivers e-mail messages from corporate servers to hand-held BlackBerry devices. In addition, BlackBerry devices include other features common to personal digital assistants (PDAs), including calendars and organizers.

In 1987 RIM stumbled upon an opportunity to become a part of the digital mobile devices from Rogers Cantel Mobile Communications, Inc., a paging and cellular phone company. By the 1990s RIM was operating tiny radio modems. In 1991, RIM was expanding further and developing software for a wireless email system. They were in a three-way partnership with Ericson and GE Mobile data Inc. Rim was smart in that they knew that radio could determine the right amount of time to send an email message. In 1992 a new face came into the picture. James Balsillie was hired to handle the companies finances. Lazaridis realized engineering was where he belonged. Balsillie is now RIMs current chairman and co-CEO with Lazaridis.

MEDIA PLAN: BLACKBERRY 10

PRODUCT, PRICE, PLACE, PROMOTION

11

In 1999, the very first RIM BlackBerry was introduced. BlackBerry mobile email solutions were a success that caused revenue to double. For the next couple of years BlackBerry was at the top of the industry. The BlackBerry Thumb was mentioned for the first time in USA Today, where BlackBerry received an exponential amount of positive media outreach. Oprah Winfrey named the BlackBerry as a top gift on her favorite things of the year list that is launched every December. Shortly after, the first BlackBerry introduced a screen with color images. BlackBerry took off during these next few years as a very popular smart phone because it was one of the very first. The BlackBerry Pearl was launched as the first BlackBerry aimed at users that arent classified as business professionals. Then the BlackBerry Curve was distributed as the first consumer, full keyboard BlackBerry. September 11 and 2001 anthrax scare made BlackBerry rise as a strong and successful security device. The BlackBerry Rim smartphone has changed the lives of business people everyday, the hand-held phone has become their own personal computer.

Bold, Curve, and Torcheach with several different models of slightly different sizes and memory capacity. In addition to these three families, the Porsche, Style, and Pearl complete the BlackBerry product lineup. Like mentioned earlier, unique to BlackBerry smart phones is their highly secure operating system, BlackBerry 7 OS, designed by Research in Motion. The system allows users to quickly complete secure email correspondence and web browsing. The phones are also known for their physical keyboards, rather than on screen touch keyboards. Last November, RIM released three new models: the BlackBerry Bold 9900, Torch 9860, and the Curve 9360. Each model was competitively priced against

Product
Current Phones Currently, BlackBerry boosts three smartphone families

12

PRODUCT, PRICE, PLACE, PROMOTION

MEDIA PLAN: BLACKBERRY 10

other smart phones on the market and the Torch was BlackBerrys first completely touch screen model. Despite continued releases of new models, BlackBerry is struggling in the US market against Android and iPhone. Much of this struggle is due to market buzz around new generation iPhone releases and Apples reputation of being hip and trendy. BlackBerry 10 In 2013, however, RIM will release their newest phone, the BlackBerry 10. The new phone is a mix of hardware, interface, and cloud software that works in a way to suit personal and professional needs. The design will allow users to be extremely productive by promoting and enabling collaboration between business networks. In addition, BlackBerry 10 exhibits exceptional agility and flow amongst smart phones. The biggest features of the new phone include the BlackBerry Hub Peek feature, a cascade application, dual modes, the new BlackBerry app store, an on screen keyboard, and the perfect moment camera. The peek feature allows the user to slide the current working application partially over to see new notifications without closing out of their current working document. This feature works closely with the cascade ability that allows the user to open multiple documents, showing them in a stacked view with partial visibility of each. With this ability users can move quickly in and out of working documents, making multitasking easy and efficient. Next, the dual mode allows for one to switch the phone from

work mode to personal mode. Each mode has completely different security, settings and accounts. The dual modes fix the problem of business persons often owning two phonesone that work gave them, and their own personal phone. Other changes include a bigger app store and an on-screen keyboard. The perfect moment camera can be used to change a persons face in a photo to a moment prior to the photo when their eyes were opened instead of closed, or their smile was bigger. All these features make the BlackBerry 10 a highly anticipated phone amongst business professionals.

Promotion
BlackBerry has done several promotions in preparation for the BlackBerry 10 release to target industry professionals and software techies. Despite its history of struggling in the United States market, RIM does not seem to be targeting the states with its promotions. The BlackBerry 10 Jam World Tour, which took place last June through August, traveled to 30 different cities around the world. Only three of the stops were in the United States. The tour focused on attracting developers from each location, familiarizing them with the new BlackBerry 10 platform, BlackBerry users, and the strengths of the new BlackBerry 10 model. Attendees were encouraged to work with the RIM team toward development of new and better applications to be promoted upon the release of the BlackBerry 10. Some attendees were even given a prototype of the

MEDIA PLAN: BLACKBERRY 10

PRODUCT, PRICE, PLACE, PROMOTION

13

PLACES

&
unactivated two year plan

PRICES

649.99 199.99

549.99 199.99
(9900)

549.99 199.99

Verizon AT & T

649.99 199.99

509.99 99.99
(9930)

599.99 199.99

X
phone to use and review. RIM recently held one more similar event in the United States September 25-27. BlackBerry also began their People Who Do campaign last May in the UK and Australia. Its driving strategy was to show how BlackBerry people are people that do instead of people that take the more passive road. Prior to the release of the People Who Do campaign, BlackBerry lead a guerrilla marketing initiative called Wake Up. Several tour buses pulled up to an Apple Store in Sydney and protesters got out of them with signs that read Wake Up. The protesters marched around the store and prompted people to visit wakeupbebold.com, a sight directed toward consumers letting them know that BlackBerry means business.

549.99 129.99
(9900)

579.99 279.99

Sprint T-Mobile

649.99 199.99

499.99 199.99
(9930)

549.99 199.99

699.99 199.99

389.99 335.98

749.99 X

Walmart Best Buy

87.97 X
(4s)

449.96 X
(9930)

749.99 X

(9780) unlocked unlocked no plan

iPhone 5, Samsung Galaxy S III, BlackBerry Bold Model Models used may vary upon availability.

14

INDUSTRY MARKET

MEDIA PLAN: BLACKBERRY 10

Smart Phone Market Overview

Unfortunately, BlackBerry falls into the category of such brands. Flipping through the brands advertising history, its media presence has been dependent In the US, cell phone carriers are also the main heavily on Verizon Wireless. After the release of cell phone distributors. At the spending of over $3 Apples iPhone in 2008, BlackBerry was no longer billion in 2010, cellphones are among the highest regarded as the cool phone with the superior Internet spending consumer advertisers. Thus, many phone capacity. Apples iPhone set forth a new trend for manufacturers tend to rely heavily on the carriers touch screen for marketing. smartphones. Thus, Apple and more Internet users aged 18+ who BlackBerry with recently, Samsung, own a smartphone its iconic QWERTY are the most well keyboard become All Male Female known exceptions 821 404 417 old fashioned and to that trend % % % no longer widely with distinctive Google Android 44 44 43 advertised by the independent ad 25 21 28 Apple iOS networks. campaigns (Mintel). 17 19 15 BlackBerry The introduction This characteristic of 8 7 8 Windows Mobile 7 of the revamped the industry, on one 2 3 2 Palm BlackBerry 10 hand, allows brands 5 6 4 Other operating system phone as well to take advantage of Source: Mintel as the new RIM the carriers broad system presents exposure. On the other, cell phone brands that follow many opportunities for BlackBerry to refresh their this tactic are at risk of being under-represented already strong brand image as well as achieve more by the carriers, especially in cases where the brand independent media presence. They can do it by is less popular or lacks the cool factor. Moreover, refocusing back on the companys core market, the advertising done by the carriers can stray off from the core messages intended by the brands in order to business men, as well as taking advantage of the convergence of digital media. fit in with their strategies. Nonetheless, offsetting these messages can cause the brand expensive tension with its distributors as well as confuse the consumers even further (Mintel).

Competitors

Smartphone users typically classify themselves by operating systems rather than phone brands. At the debut of BlackBerrys RIM in 2002, the market was

MEDIA PLAN: BLACKBERRY 10

COMPETITION

15

still crowded with many operating systems. Even so, BlackBerry successfully remained on top of the game. However, these days, Android and Apples iOS alone took over 69% of the market. The two giants prominent presence in popular culture and their strong commitment to innovation make a highly competitive landscape for BlackBerrys route to recovery. Source: Mintel Apples iOS Apples iOS was developed and released in 2008 and like RIM, iOS is used exclusively on Apples iPhone and iPod. Following the success of the iPod, iPhone inherited the strong brands reputation and has since always been regarded as the number one innovative phone (Mintel). iOS users have access to a vast application store, which is backed by a big developer community. Traditionally, Apple is a popular brand to the younger users aged 18 to 24. However, due to its high price, iPhone usage also peaks with users 35-44. This puts Apple in direct competition with BlackBerry. Nonetheless, iOSs email security function still falls behind that of BlackBerry, which keeps the enterprise segment hesitant to fully adopt the iPhone. Moreover, iPhone is not only difficult to multi-task, but also very restricting in terms of available hardware and network. As the result, there is a recurring trend in the business-oriented consumer to have two phones, one for work and one for personal matters. This puts the BlackBerry 10

at an advantage with the functions to split between work mode and personal mode and its superior multitasking capacity. Both of these functions are compelling competitive advantages against Apples iOS and present the brand to win back the hearts of the businessmen and women (Business Insights, 2012). Apple has always excelled at keeping its ads focused, elegantly simple and consistent with the brand image. By demonstrating a transformative technology being used in everyday life, Apple can simultaneously appear as both innovative and practical - a tough balance to achieve that has helped it win lots of female customers, who are more driven by technologies that work rather than ones that are solely new (Mintel). Android Android is a Linix based system currently developed by Google. Android was unveiled in 2007 and has since then risen to be the number one mobile phone operating system based on the number of users. Different from Apples iOS and BlackBerry RIM, which can only be used exclusively on the brands devices, Android is used on different brands like Samsung, Motorola, HTC. This allows Android users to have a wide range of choices for product functions as well as price points. Strong usability and an affordable price are the main reasons for Androids steady adoption, especially in the younger demographic.

Source cited: 5 Smartphones market by operating system." Telecom and IT Market Research Report. MarketsandMarkets, 2010. 65+. Business Insights: Essentials. Web. 3 Nov. 2012. Mintel

16

SHARE OF VOICE

MEDIA PLAN: BLACKBERRY 10

Share of Voice

Based on the graph, Network TV, Cable TV, US Int-Display & Outdoor are the most prominent choices of media when it comes to advertising mobile phones. When it comes to Network TV & Cable TV, Apple seems to have the highest SOV compared to other brands with a respective 33% & 19%. When it comes to Syndication, Nokia has the highest share of 49% and this also happens to be a segment where there isnt much presence of competitive brands. HTC has been confirmed with the highest share of 41% in the Spot TV medium as well as the Magazine medium (33.5%). When it comes to Sunday magazines, Apple seems to be the only player with a total 50% share of voice. It also seems to be dominating the National Newspapers medium with a 40% SOV. Strangely, when it the radio market, BlackBerry seems to be the only player (50%) when it comes to Network Radio and HTC (50%) seems to be the only player when it comes to National spot Radio. BlackBerry also seems to be dominating the US-Int Display medium (15%) as well as the Outdoor medium (21%).

MEDIA PLAN: BLACKBERRY 10

TARGET MARKET

17

Android also made their source code available to a big community of developers, who constantly develop and distribute their own modified version of the operating system. This function, along with its association to Google, helped build up a strong group of Android enthusiasts that are distinctively techoriented.

They have a household income of $75,000 and above and are classified under the top 30% concerning socioeconomic levels. These consumers live in states such as California and Florida, followed by New York and Texas. Strongly focused on their goals, they are constantly on the search for information and look for devices that help them in Android media presence has doing so. That process been dependent mainly on has kept them abreast the phones manufacturer with advancements effort. Most recently, in technology which Samsung, a major Android has also helped them phone producer, has been make a statement about extensively expanding themselves within Thorsten Heins, CEO of RIM, their advertisements to their environment. on BlackBerry People compete with Apples Hard pressed for time, iPhone. However, a problem it is their gadgets that with Android is that it does not have as strong of a they depend on to keep them in touch with their brand image as Apple and BlackBerry. In our group friends and family (social media, applications such focus session, all of the interviewees described a as FaceTime etc.). They look out for gadgets that act BlackBerry user as a businessman, an iPhone user to more as an all in one (cuts out the need for many be young, cool and trendy, but all of them have very different gadgets). To summarize, BlackBerry has inconsistent images of an Android user. been positioned as a serious phone for serious people. To justify this, the branding, advertising Target Market and most importantly, even the product itself act as proof. According to Simmons 2009, BlackBerry users are mostly within the age range 25-39 years. The brand is Market Expansion strongly preferred more by men than women. With a focus of accomplishing something, these consumers Over the years, BlackBerry has been perceived are slaves to their aggressive and demanding jobs. as serious phone for serious people. Even the

You mobilize other people. You dont just dream; you make your goals happen. You are successful by your own definition.

18

TARGET MARKET

MEDIA PLAN: BLACKBERRY 10

BY THE INDEX
Source: Simmons OneView Gender Men 116 Women 85 Core Target Ages 25-29 175 30-34 175 34-39 156 Age Halo Effect 22-24 139 40-44 117 45-49 119 Income ($000) 75-99 115 100-149 143 150-249 210 250-499 289 Economic Levels Top 10% 247 Next 20% 159

Lifestyle 283 148 174 243 257 328

I can use my cell phone in many different ways to get information I need. Most likely to switch service providers if they offer the latest technology. My cellphone connects me to my social world. My cellphone is an expression of who I am. I would like my cellphone moving beyond the voicemail and text messaging capabilities. I rely on my phone to keep up with news or sports.

Occupation 209 Sales 181 Architecture, Engineering, Social 130 Legal, Education, Training

slightest alteration would not benefit the brand, leave alone the fact that it would create confusion in the minds of our consumers. It is considered the professional phone. And, if one looks closely, the above described target audience would consider their BlackBerry their one stop solution to doing what their occupation demands of them, wherever or whenever they wish to. To them, their BlackBerry has helped them become ubiquitous yet connected with the different worlds they live in. This clearly defines the B-C connection. But, for a minute, if we were to zoom out and see the bigger picture,

these individual consumers are parts of many large Multi National Corporations (MNC) and using a BlackBerry is just another unsaid mandatory requirement (brand positioning). To an MNC, there could be nothing more beneficial than having their employees use at least one common medium to simplify communication on a more secure ecosystem. Targeting MNCs would help secure the established brand identity and also gain the awareness required to get BlackBerry once again on top of its game. So not only will be target the individual, we will target corporations that the individual works forFortune

MEDIA PLAN: BLACKBERRY 10

TARGET MARKET GEOGRAPHY

19

Geography: Target States by Index & Fortune 500 Companies by Rank

Simmons One View & CNN Money

New York 123

16 20 34 40 41

J.P. Morgan Chase & Co., New York Citigroup, New York Metlife, New York Pfizer, New York PepsiCo, Purchase

California 110
3 14 26 51 64

Chevron, San Ramon McKesson, San Francisco Wells Fargo, San Francisco Intel, Santa Clara Cisco Systems, San Jose

Texas 108
1 4 12 44 69

Additional Market Washington, DC

Exxon Mobil, Irving ConocoPhillips, Houston Valero Energy, San Antonio Dell, Round Rock Sysco, Houston

United States Government 41.83 % HH have income >$75,000 www.clrsearch.com

Florida 152
1 4 12 44 69

Exxon Mobil, Irving ConocoPhillips, Houston Valero Energy, San Antonio Dell, Round Rock Sysco, Houston

20

TARGET MARKET

MEDIA PLAN: BlackBerry 10

Meet Davy Smith & J.P. Morgan

Davy Smith is a 34-year-old who lives on the Upper East Side of New York City. He works for J.P. Morgan Chase & Co. During Davys morning commute into the city he always reads the New York Times to get his daily dose of the business world. While flipping through the newspaper catches a glance of an advertisement for the BlackBerry 10. He doesn't really notice the ad. When Davy enters the financial world at J.P. Morgan he stops by to say hello to his boss Charlie, who is using his new BlackBerry to check his email. Charlie has been raving to Davy about how fast and efficient the new BlackBerry 10 is, which has made him starting thinking about switching from his iPhone. when traveling. This gets him thinking about the phone but its time for lunch. Before heading back to the office from his lunch hour, Davy goes for quick jog through the city. While running he sees a flashy billboard promoting BlackBerry 10. Then its back to work.

At the end of the workday Davy returns home and immediately sits down Davy is currently spending his work days preparing with the Economist for a relaxing evening. While for his next business trip to China. Today he has to switching pages, a BlackBerry 10 ad catches his eye book his flight. He always uses Travelocity or Expedia and the image spikes his interest. The new BlackBerry because they always have the best deals. After is everywhere. Just before bed Davy always watches browsing flights for a while, Davy logs onto LinkedIn the late night news to see what he missed during his to confirm his appointment for a professional visit busy workday. Right before calling it a night he sees on his upcoming trip. He notices that all the sites a commercial for BlackBerry 10. Dave reflects on his have banner ads for BlackBerry. Davy recalls Charlie day and cannot get the BlackBerry 10 out his mind. talking about how the BlackBerry 10 is convenient

MEDIA PLAN: BlackBerry 10

21

Media Allocation

22

POSITIONING STATEMENT

MEDIA PLAN: BLACKBERRY 10

Positioning Statement

To the 25-39 year old businessman, BlackBerry is the best phone for your various needs, seamlessly integrating work and personal into one secure device that moves you toward professional success.

MEDIA PLAN: BLACKBERRY 10

MEDIA MIX

23

Appropriate Media Mix

Objective Combine traditional and digital media placement from January 2013 to July 2013 on a national scope with strong emphasis on spot markets, which have high concentrations of large business and governmental organizations. Strategy

Magazine General Interest Business Trade

Outdoor 25 Showing Billboard, Airport Banners

Internet Keyword/Search Targeted Sites LinkedIn/Social Media

Television Net TV- L Nite/L News Net Cable- Prime Spot TV- Prime Spot TV- Late Fringe/News

Newspaper National

Radio Net Radio- Morning Drive Net Radio- Evening Drive Spot Radio- Morning Drive Spot Radio- Evening Drive

24

MEDIA MIX

MEDIA PLAN: BLACKBERRY 10

Magazine

Rationale Magazine Readership for magazines is very high among our target audience because it is both entertaining and informative. The index numbers spike in the business/finance magazines as well as travel magazines, which not only fit the target audiences lifestyle, but also highlight the products superior work functions and ease to travel with. Outdoor recreation magazines like Runners World or Golf Digest also score high indices because those sports are often associated with a more privileged lifestyle. Magazine ads allow for strong visual elements and long shelf life. Thus, magazine ads will be full page, 4-color insert. To capture the corporate segments, ads will also be placed in trade journals. Newspaper Newspapers typically mark the start of the day for our target audience and like magazines, it is crucial to tie in the characteristics of the product with the media content so as to best deliver the manufacturers message. Newspapers ads will also be in color in order to capture attention and will be placed near the business or travel sections. Outdoor Billboard will be placed around the metropolitan areas of our spot markets so as to be seen my commuters driving to and from work. Billboards will also be located in the downtown/financial district, where there is a high concentration of offices so that it can be seen throughout the workdays and lunch hours. BlackBerrys target audiences are also frequent fliers. Therefore, a lot of ads will be placed in the airports especially at places like the connecting bridges at the arrival gates, where the travelers phones are usually off and they are not occupied by other media.

Newspaper

Outdoor

MEDIA PLAN: BLACKBERRY 10

MEDIA MIX

25

Television

Rationale Television Due to their busy lifestyle, our target audience does not have a lot time to watch TV, however, to compete with the strong media presence of Samsung Galaxy as well as the new Windows phone, TV ads are still necessary. The highest indices in this group fall in the cable TV and the prime time slot or the late night news. Thus, 30-second ad units will be put very specifically in these time slots on cable channels with focus on business, news, sport and travel. Again, in this media, we want to integrate the product deeply into the target audiences lifestyle. Radio Like TV, radio does not score a high index in this category of audience. However, the morning drive and the evening drive time have higher indices than average and match the time that white collar workers drive to and from work. This is a media that is inexpensive and guarantees high frequency. Thus, radio ads will also be added in these time slots. Internet Due to the nature of their office jobs, BlackBerry target audiences are exposed to the Internet for a great part of their days. The types of websites that they go to are also similar to that in magazines. Besides, we will also buy keyword search ads with the words: travel, business phone and mobile email. Along with traditional Internet advertising, social media will also be utilized because this is a relatively inexpensive and effective media. The main social media to be used is the professional network LinkedIn.

Radio

Internet

26

MEDIA MIX

MEDIA PLAN: BLACKBERRY 10

Media Quintiles
Medium Quintile I II III IV V I II III IV V I II III IV V I II III IV V I II III IV V I II III IV V I II III IV V Index HH Income HH Income $76,000-$112,999 $113,000 + 104 113 108 116 107 110 96 94 85 67 106 129 100 104 97 96 101 86 95 84 95 85 106 107 103 118 107 105 90 85 87 70 97 95 106 108 102 120 108 107 110 112 110 129 105 116 100 89 76 54 114 110 111 121 101 114 90 91 83 64 100 92 96 102 99 104 104 110 101 93 MRI Fa ll 2011

Sample Media Magazine

Magazine Types: Business/Finance Magazine Types: Travel Magazine Types: Airlines Magazine Types: Outdoor Recreation Delta Sky Magazine The Economist Barron's Bicycling Coastal Living Conde Nast Traveler Forbes Fortune Golf Digest Inc. Kiplinger's Personal Finance More National Geographic Traveler Runner's World
Index HH Income $76,000-$112,999 HH Income $113,000 +

Magazines

Newspaper

Radio

TV (Total)

Internet

106 110 118 114 118 95 115 103 116 111 116 101 123 114 116 123 101 105

149 137 187 133 172 202 235 142 174 165 146 154 148 165 195 171 118 175

Outdoor

Newspaper
New York Times (Daily) New York Times (Sunday) Chicago Tribune (Sunday) Sunday Mag/Net Carrier Newspapers USA Today Wall Street Journal Washington Post (Sunday)

Index HH Income HH Income $76,000-$112,999 $113,000 +

TV (Prime time)

104 98 103 108 111 106 149

201 227 174 183 159 230 179

MEDIA PLAN: BLACKBERRY 10

MEDIA MIX

27

Internet
Bankrate.com Wsj.com Nytimes.com Hufftingtonpost.com Cnn.com CBSSport.com Expedia.com Orbitz.com Travelocity.com Tripadvisor.com

Index HH Income HH Income $76,000-$112,999 $113,000 +

113 110 121 113 117 103 113 108 116 102

227 188 167 168 152 153 161 162 154 183

Television
Household subscribe to Digital Cable Cable: Bloomberg Television Cable: CNBC Cable: #Fox Business Network Cable: Golf Channel Cable: MSNBC News Cable: The Tennis Channel Cable: Travel Channel Cable: CBS Sports Network Cable: CNN

Index HH Income HH Income $76,000-$112,999 $113,000 +

111 106 104 97 121 110 94 113 109 104

Index HH Income $76,000-$112,999

120 181 135 150 152 127 172 113 135 118
HH Income $113,000 +

Radio
Radio Weekday 6:00 am - 10:00 am Radio Weekday 3:00 pm - 7:00 pm

107 106

113 112

28

MEDIA FLOW CHART

MEDIA PLAN: BLACKBERRY 10

Media Flow Chart

Blackberry 10 Media Flowchart
Medium Net TV-L Nite/L News $(000) Net Cable-Prime $(000) Net Radio-Morning Drive $(000) Net Radio-Evening Drive $(000) Magazines-General Interest $(000) National Newspapers $(000) Internet-Keyword/Search $(000) Internet-Trgtd Sites $(000) Spot TV-Prime $(000) Spot TV-Late Fringe/News $(000) Spot Radio-Morning Drive $(000) Spot Radio-Evening Drive $(000) Outdoor $(000) National Only Area GRPS $(000) Reach Avg. Freq. Spot Only Area GRPS $(000) Reach Avg. Freq. Spot + National GRPS $(000) Reach Avg. Freq. Jan 10 208.7 10 221.4 150 591.5 100 380.1 10 175.7 7 486.3 5 118.3 10 236.5 5 81.1 5 32.6 5 26.5 5 27.9 684 439.0 Feb 10 208.7 10 221.4 150 591.5 100 380.1 10 175.7 7 486.3 5 118.3 10 236.5 5 81.1 5 32.6 5 26.5 5 27.9 684 439.0 Mar 10 208.7 10 221.4 150 591.5 100 380.1 10 175.7 7 486.3 5 118.3 10 236.5 5 81.1 5 32.6 5 26.5 5 27.9 684 439.0 Apr 5 110.7 90 354.9 85 323.1 2 35.1 May 5 110.7 90 354.9 85 323.1 2 35.1 Jun 10 208.7 10 221.4 150 591.5 100 380.1 10 175.7 7 486.3 5 118.3 10 236.5 5 81.1 5 32.6 5 26.5 5 27.9 684 439.0 Jul 5 110.7 90 354.9 85 323.1 2 35.1 Aug Sep Oct Nov Target Demo: All Adults ages 25-49 Dec Total Across GRPS: 40 COST: 834.7 GRPS: 55 COST: 1217.5 GRPS: 870 COST: 3430.4 GRPS: 655 COST: 2489.7 GRPS: 46 COST: 808.3 GRPS: 28 COST: 1945.1 GRPS: 20 COST: 473.0 GRPS: 49 COST: 1158.8 GRPS: 20 COST: 324.5 GRPS: 35 COST: 228.0 GRPS: 170 COST: 902.0 GRPS: 170 COST: 947.1 GRPS: 2737 COST: 1756.0 GRPS: Cost: 1762 12357.5

3 71.0 5 32.6 50 265.3 50 278.6

3 71.0 5 32.6 50 265.3 50 278.6

3 71.0 5 32.6 50 265.3 50 278.6

302 2418.3 73 4.1 1362 607.1 88.8 15.3 1664 3025.4 93.7 17.8

302 2418.3 73 4.1 1362 607.1 88.8 15.3 1664 3025.4 93.7 17.8

302 2418.3 73 4.1 1362 607.1 88.8 15.3 1664 3025.4 93.7 17.8

184 894.7 57.1 3.2 104 576.4 39.4 2.7 289 1471.1 72.9 4.0

184 894.7 57.1 3.2 104 576.4 39.4 2.7 289 1471.1 72.9 4.0

302 2418.3 73 4.1 1362 607.1 88.8 15.3 1664 3025.4 93.7 17.8

184 894.7 57.1 3.2 104 576.4 39.4 2.7 289 1471.1 72.9 4.0

GRPS: Cost:

5765 4157.5

GRPS: Cost:

7528 16515

MEDIA PLAN: BLACKBERRY 10

REACH AND FREQUENCY

29

Reach and Frequency

Objective The media campaign will be split into two cycles: (Jan-March) and (Apr-Jul). The main goals are: first, introduce the new product and reestablish the brand image; second, maintain the awareness of the brand throughout the long period of time, especially in the spot markets. The frequencies for these two periods were decided by the Ostrow models on the following page. Strategy Rationale During the first three months when the product is just introduced, a 93.7/17.8 R/F will be introduced in order to break through the clutter and build awareness of the new product. After that, an average 72.9/4 R/F will be used to maintain the media presence of the phone as well as to prepare for the BlackBerrys follow-up product. In the month of June, another burst 93.7/17.8 R/F will be used to reinforce the audiences recognition of BlackBerry. During the burst months, the frequency is especially high in the spot markets because the audiences in these areas are highly influential and have the potential to create a snowball effect to the wider population in the later months.

Reach Jan 73 Feb 73 Mar 73 Apr 57.1 May 57.1 Jun 73 Jul 57.1 Total National Media Total National Contingency Total National $$

National Plan Freq GRPs 4.1 302 4.1 302 4.1 302 3.2 184 3.2 184 4.1 302 3.2 184

Est $(000) 2418.3 2418.3 2418.3 894.7 894.7 2418.3 894.7 12358.4 1000 13358.4

Jan Feb Mar Apr May Jun Jul Spot Media Spot Contingency Total Spot $$

Reach 88.8 88.8 88.8 39.4 39.4 88.8 39.4

Spot Plan Freq 17.8 17.8 17.8 4.0 4.0 17.8 4.0

GRPs 1362 1362 1362 104 104 1362 104

Est $(000) 607.1 607.1 607.1 576.4 576.4 607.1 576.4 4157.9 1000 5157.9

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OSTROW MODEL

MEDIA PLAN: BLACKBERRY 10

Product introduction period Ostrow Model Introductory Months and Burst Month
Low Required Frequency Market Factors Established brand High brand share High brand loyalty Long purchase cycle Less frequent usage Low share of voice Target other group Message Factors Low message complexity High message uniqueness Continuing campaign Product-focused message Low message variety High wearout Large advertising units Media Factors Low clutter Favorable editorial setting High audience attentiveness Continuous scheduling Few media vehicles High repeat exposure media -.2 -.2 -.2 -.2 -.2 -.2 -.1 -.1 -.1 -.1 -.1 -.1 +.1 +.1 +.1 +.1 +.1 +.1 +.2 +.2 +.2 +.2 +.2 +.2 High clutter Neutral editorial setting Low audience attentiveness Pulse or flight scheduling More media vehicles Low repeat exposure media -.2 -.2 -.2 -.2 -.2 -.2 -.2 -.1 -.1 -.1 -.1 -.1 -.1 -.1 +.1 +.1 +.1 +.1 +.1 +.1 +.1 +.2 +.2 +.2 +.2 +.2 +.2 +.2 High message complexity Low message uniqueness New campaign Image-focused message High message variety Low wearout Small advertising units -.2 -.2 -.2 -.2 -.2 -.2 -.2 -.1 -.1 -.1 -.1 -.1 -.1 -.1 +.1 +.1 +.1 +.1 +.1 +.1 +.1 +.2 +.2 +.2 +.2 +.2 +.2 +.2 New brand Low brand share Low brand loyalty Short purchase cycle Frequency usage High share of voice Target old people or children Frequency Adjustment High Required Frequency

1.1 + 3 (benchmark frequency) = 4.1

MEDIA PLAN: BLACKBERRY 10

OSTROW MODEL

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Maintenance period Ostrow Model Maintenance Phase

Low Required Frequency Market Factors Established brand High brand share High brand loyalty Long purchase cycle Less frequent usage Low share of voice Target other group Message Factors Low message complexity High message uniqueness Continuing campaign Product-focused message Low message variety High wearout Large advertising units Media Factors Low clutter Favorable editorial setting High audience attentiveness Continuous scheduling Few media vehicles High repeat exposure media -.2 -.2 -.2 -.2 -.2 -.2 -.1 -.1 -.1 -.1 -.1 -.1 +.1 +.1 +.1 +.1 +.1 +.1 +.2 +.2 +.2 +.2 +.2 +.2 High clutter Neutral editorial setting Low audience attentiveness Pulse or flight scheduling More media vehicles Low repeat exposure media -.2 -.2 -.2 -.2 -.2 -.2 -.2 -.1 -.1 -.1 -.1 -.1 -.1 -.1 +.1 +.1 +.1 +.1 +.1 +.1 +.1 +.2 +.2 +.2 +.2 +.2 +.2 +.2 High message complexity Low message uniqueness New campaign Image-focused message High message variety Low wearout Small advertising units -.2 -.2 -.2 -.2 -.2 -.2 -.2 -.1 -.1 -.1 -.1 -.1 -.1 -.1 +.1 +.1 +.1 +.1 +.1 +.1 +.1 +.2 +.2 +.2 +.2 +.2 +.2 +.2 New brand Low brand share Low brand loyalty Short purchase cycle Frequency usage High share of voice Target old people or children Frequency Adjustment High Required Frequency

0.1 + 3 (benchmark frequency) = 3.1

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BUDGET

MEDIA PLAN: BLACKBERRY 10

National Media Net TV-L Nite/L News Net Cable-Prime Net Radio-Morning Drive Net Radio-Evening Drive Magazines-General Interest National Newspapers Internet-Keyword/Search Internet-Trgtd Sites Contingency Total Spot Media Spot TV-Prime Spot TV-Late Fringe/News Spot Radio-Morning Drive Spot Radio-Evening Drive Outdoor Contingency Total Total Nat'l + Spot $ Amount $834,800.00 $1,217,700.00 $3,430,700.00 $2,489,700.00 $808,100.00 $1,945,200.00 $473,200.00 $1,159,000.00 $1,000,000.00 $13,358,400.00 $ Amount $324,400.00 $228,200.00 $901,900.00 $947,400.00 $1,756,000.00 $1,000,000.00 $5,157,900.00 $18,516,300.00 National % 6.2% 9.1% 25.7% 18.6% 6.0% 14.6% 3.5% 8.7% 7.5% 100.0% National % 6.3% 4.4% 17.5% 18.4% 34.0% 19.4% 100.0% Cum % 4.5% 6.6% 18.5% 13.4% 4.4% 10.5% 2.6% 6.3% 5.4% 72.1% Cum % 1.8% 1.2% 4.9% 5.1% 9.5% 5.4% 27.9% 100.0%

Budget
Objective 72 percent of our media budget will be spent on national media and 27.9 percent will be dedicated to spot media. This budget will be dispersed throughout a six month time period. January through March and June will be GRP heavy months and April, May, and July will be a lighter maintenance phase. Strategy Rationale It looks as though our budget is mostly spent nationally, but when looking at our spot markets, one will see that they incorporate a majority of the metropolitan areas in the US. This high use of national media will not only broaden awareness of BlackBerry 10, but only reinforce our selected spot media in target areas. Our contingency budget of $1,000,000 on both national and spot media will give us a cushion to add in extra emphasis in select areas. It will also leave us with the opportunity to initiation guerrilla marketing if necessary to bring extra attention to the product.

MEDIA PLAN: BLACKBERRY 10

Market List Student: Elizabeth Dearstyne Professor: Semester: Caroline Riby Fall 2012 Market Name Washington, DC Corpus Christi, TX Austin, TX San Francisco et al, CA San Antonio, TX Orlando et al, FL New York, NY Miami-Ft. Lauderdale, FL Los Angeles, CA Jacksonville, FL Houston, TX El Paso, TX Dallas-Ft. Worth, TX

GEOGRAPHY

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Geography

Rank 9 129 51 6 37 19 1 16 2 49 10 98 5

%US 2.05% 0.17% 0.56% 2.14% 0.7% 1.27% 6.54% 1.36% 5% 0.58% 1.82% 0.27% 2.16%

13 Markets Chosen, covering 24.62% of US households. Deer Creek Software, Provo, UT

Objective Spread the BlackBerry message both in national and spot markets. Strategy Since BlackBerry 10 is a new product, it is important to cover areas that have both spot and national potential. The chosen markets reflect our target audience because they are the home to multiple Fortune 500 companies.

Rationale Like mentioned in the target audience section of this report, we want to cover market areas that are the headquarters of multiple Fortune 500 companies and successful business corporations. These larger metropolitan areas are also home to a trend setting population of the U.S. If BlackBerry gains recognition in these areas, it will create viral bus that will spread across the rest of the county.

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SCHEDULING

MEDIA PLAN: BLACKBERRY 10

Scheduling
Objective Integrating the timeline of the campaign into the fiscal calendar to help best deliver the message to the target audience. Rationale The first three months of the campaign is also the first quarter on the fiscal calendar. On the corporate side, this is the time when the company budget is allocated for the whole year. By intensively raising the awareness in this month, there is opportunity for making deals with corporations to choose BlackBerry as their company phone. On the individual side, these are the months when white collar workers enjoy the bonuses from the year end holidays. Thus, they have a surplus to spend on gadgets like phones. The second burst period in June also happens at the end of the second quarter.

February

April

January

Burst Scheduling

March

June

May

July

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References

MEDIA PLAN: BLACKBERRY 10

Branscombe, M., & McCann, J. (2012, October 10). Hands on: Blackberry 10 review. Tech Radar. Retrieved from http://www.techradar.com/us/reviews/pc-mac/software/operating-systems/blackberry-101090522/review Gaudolin, T. (2004). Thanks to blackberry, working from an office is finally obsolete. How is your boss to know you are on the beach? The Times. Retrieved from http://search.proquest.com/docview/319072520?accountid=14214 Blackberry People (Target Audience of Blackberry) http://www.youtube.com/watch?v=XsCYiy63rbo&feature=relmfu http://us.blackberry.com/ Ken, S. (2012, November 06). [Web log message]. Retrieved from kensegall.com/2012/06/the-great-blackberry-marketing-mess/ Kilkelly, S., Strempel, D., & Pawlowski, W. (2012). S. Kilkelly, D. Strempel & W. Pawlowski (Eds.), Wireless Information in Professional Markets 2009- 2012doi:www.simbainformation.com Miller, H. (2012, Nov 01). Wireless carriers testing RIM's BB10. Waterloo Region Record. Retrieved from http://search.proquest.com/docview/1125045695?accountid=14214 Netburn, D. (2012, May 01). Wake up!' apple store protest? Nope, blackberry marketing stunt. Los Angeles Times. Retrieved from http://articles.latimes.com/2012/may/01/news/la-wake-up-apple-store-protest- was-blackberry-marketing-stunt-20120501 Perlroth, N. (2012, Oct 17). From high-tech emblem to object of scorn. International Herald Tribune. Retrieved from http://search.proquest.com/docview/1112215927?accountid=14214 "Research in Motion Ltd." International Directory of Company Histories. Ed. Jay P.Pederson. Vol. 54.Detroit: St. James Press, 2003. Business Insights: Essentials. Web. 3 Nov. 2012. Rim timeline. (2011, Apr 20). The Spectator. Retrieved from http://search.proquest.com/docview/862631876?accountid=14214 Thorsten, H. (2012, May 01). [Web log message]. Retrieved from http://blogs.blackberry.com/2012/05/blackberry-world-2012keynote-blackberry-10/

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Timeline. (2011, Jun 25). Waterloo Region Record. Retrieved from http://search.proquest.com/docview/873619968?accountid=14214 Walcoff, M. (2009, Jan 24). Change has come: 10 years of BlackBerry; RIM has redefined how we communicate and how we do business -- it has also transformed waterloo region. Waterloo Region Record. Retrieved from http://search.proquest.com/docview/267287011?accountid=14214 Woyke, E. (2009, August 17). A brief of the blackberry. The author of "BlackBerry Planet" discusses RIM's early days, court battles and the influences of "Star Trek", DOI: forbes.com

Thank You!
Liz Dearstyne Tra To Shruti Sundararaman Megan Bliach