Beruflich Dokumente
Kultur Dokumente
Mission Statement. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Client . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
Situation Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . #
Research
Primary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . #
Table of Secondary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . #
Contents Insights . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . #
Consumer Profile
Buyers Journey . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
Strategy
Tactics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . #
Budget . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . #
Appendix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . #
Sources . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . #
Katie Chilson
Associate Creative Director
Cortney Warner
Casebook Editor
AdUp is an integrated marketing communications agency, specializing in campaigns for
the everyday hero.
Our goal is to help our clients by providing unique solutions that inevitably further
develop a company and their product(s).
We are experts at researching, mining data, creating valuable data points, developing
communication plans, and solving problems.We are a company driven by challenges,
Mission energized to find reliable and innovative solutions.
Statement We are dedicated to providing Mactac with the most heroic campaign they have ever
seen.
Like we said, were dedicated, and we wont stop until we have conquered our mission.
Mactac Five Main Market
Segments
Challenge tearing, peeling, and labels simply falling off, customers are
already using other products to fix those issues.
Despite the competition, Mactac has a superior product that must
be proven to be worth the switch.
Our Findings
e n a s
b e se
n t t o r o e s !
r s wa g h e
g i n e e s ol v in
En b l e m-
pro
Insight
Target customer:
Procurement Engineer
Critical thinkers
Resourceful
Inquisitive
Cooperative
Analytical
Inventive
Methodical
Consumer Detail-Oriented
Procurement Engineers are intrinsically and
Profile extrinsically motivated to solve problems.
Procurement And
Acquisition Management
Acquisition Law
Negotiations
Operations Management
stics
Pricing And Logi
Integrated
Studies
Jim Bob is not your stereotypical hero. He has no superpowers. Hes not out to save
the world. But Jim Bob is a hero nonetheless. He is an engineer at Taylor
Communication in Dayton, Ohio. And his job is to find products of quality, while
effectively controlling costs. His job is to buy products that will make not only his
company happy, but the company's end users.
Jim Bob is a natural problem solver, he likes to fix the problems that inevitably arise
in the procurement sector at Taylor Communication. For example; when labels are
flagging, Jim Bob likes to fix that issue by either finding a new vendor, trying a new
adhesive, or if the problem is internal, then he will find a solution for the packaging
engineer.
Like other heroes, Jim Bob is both is extrinsically and intrinsically motivated. He has a
responsibility to his boss, co-workers, and the companys bottom line, to investigate
issues that directly affect Jim Bobs area and fix them. They depend on him to be
right, the first time and every time. He also has a responsibility to himself to come up
with the answers, or else he will feel as though he is not the problem solver he thinks
he is.
Unfortunately, Jim Bob may have met his match. On one of their core product lines,
he has found that the labels wont stick to cold, wet, or damp surfaces. Hes stymied.
Hes found a temporary solution, but its far from ideal. Hes frustrated and stressed.
Jim Bob knows he needs to find the right solution, fast. He needs to feel like a hero
again.
Show how Mactacs hot-melt all temp adhesive solves the engineers
problem.
Show how Mactacs product, Chill AT, is superior to the alternatives in the
industry.
Ex: competitors hot-melt adhesive
Ex: competitors acrylic emulsion adhesive.
Provide sales team with customer takeaways, selling opportunities, and
Strategic
lastly, provide demonstration of Chill AT.
We want to generate product awareness and interest for Chill At, therefore
Initiative
we're going to create a contest.
Highlight the idea that this new product is mutually beneficial
Chill AT adheres to surfaces with an application temperature of -10F
and a service range of -65F to 150F.
It works to add credibility to Mactac.
Mactac is known for being customer centric and building
trusting relationships with their clients.
Illustrate that this new product solves three problems:
Labels not flagging and not falling off
Adhering to the unusual surface (cold, wet, damp)
Making engineers feel like heroes again
Competition
Strength Weakness
Formulates adhesive in-house Only reaching 35% of current
Outstanding customer service database
Tactics
WE NEED:
PICTURE OF POSTCARD
DETAILS OF POSTCARD
Postcard:
WE NEED:
PICTURE OF pamphlet
DETAILS OF OUR pamphlet
Pamphlet:
WE NEED:
PICTURE OF CONTEST IDEA
DETAILS OF OUR CONTEST
Contest:
We need SEO/SEM here
SEO/SEM:
WE NEED:
PICTURE OF CONTEST IDEA
DETAILS OF OUR CONTEST
Contest:
WE NEED:
PICTURE OF DIRECT MAIL
DETAILS OF DIRECT MAIL
Direct Mail:
WE NEED:
PICTURE OF magazine ad
DETAILS Of magazing ad
Trade
Magazines:
WE NEED:
PICTURE OF people talking
Sales Calls: DETAILS Of sales calls
Sales
team??????
Decision
Budget
Conclusion
Sources