MARKETING- Paid media, Own Media , Earn Media. Campaign $100,000 . MRKT 3211 Individual Assignment #1 Creative Brief Due Date: Feb 8, 2018 Marks: 15% of Final Grade Written Report: Two single-spaced pages (APA format required). Note: title page, table of contents, bibliography and appendix do not count towards the page limits. Unlimited number of pages for the appendix. Background: Toys “R” Us is an established national and global toy and product retailer with stores across Canada. Canadians of many generations have lasting memories of purchasing products from the store. Many of them bring their own children to this well-known retailer. However, aggressive in store-retailing from retailers such as Walmart and consumer behavior changes to shifts in online retailing from retailers such as Amazon and have cut dramatically into Toys ”R” Us’ sales. Retail foot traffic is down at Toys ”R” Us and retailers such as Amazon and Walmart offer intense price competition. In fact, in 2017 the company filed for a bankruptcy that drew national attention. The company plans to operate and restructure itself so it can survive in the future. In order to survive, the company is doing the following: • A significant investment into experiential in-store retailing: the company is planning to launch “Play Labs” in its physical retail stores in Canada to create a more engaging retail experience • A significant online investment into its website and e-commerce capabilities so it can compete with other established online retailers The Toys “R” Us Marketing Communications Department is being tasked with developing a new promotional campaign starting Sept 2018 for one full year to attract consumers to its improved retail stores and revamped online website. Specifically, Toys ”R” Us wants to promote its new Play Labs retail experience and also position itself as an online retailer. Budget: $100,000 To Do: Step 1. TCPS Core 2 Online Submission: Due Jan 11, 2018 at 7pm This project requires you to perform primary market research involving interviews and/or surveys. Consistent with accepted market research standards and Research Ethics Board policy at KPU, each student will have to complete the TCPS Core 2 tutorial. The tutorial provides training on ethical standards in market research. All students must complete the TCPS Core 2 tutorial during the first week of the course. Once you have completed the tutorial, e-certificates will need to be uploaded to the course Moodle site for the class for the instructor to verify. Failure to upload a TCPS certificate will result in a grade of zero on the project. In addition, students are required to upload the certificate prior to any primary research being performed on the project. Instructions: • The TCPS Core 2 tutorial can be accessed using the following link: https://tcps2core.ca/welcome. • Create an account and login • Complete the full tutorial of all 8 modules • Once the tutorial is complete, you will be provided with an e-certificate. Save the e-certificate for your records. • Upload a copy to the Moodle course site in the designated spot. • I would highly recommend you save the e-certificate for future marketing courses, as well as for your future career in marketing. Step 2: Project Details • Working individually, write a creative brief for the Toys “R” Us upcoming IMC campaign. • Perform both secondary and primary research on the topic o For primary research, perform three in-depth interviews with your target audience. Attach research support in your appendix. Include methodology, transcripts, and summary of key findings o Perform secondary research including Vividata research o Attach market research waivers to the back of your report. Each interview must have a signed waiver. Waivers and research guidelines will be discussed in class. Be sure to complete and include the following in the creative brief: • Research and define the business issue being addressed. What is the current problem? o Business need/strategy o Key Market Information • What is the marketing communications objective • Target market(s) • Consumer Insights • Marketing challenge • What are the creative objectives/key message/supporting points • What is the brand personality/character/tone. Positioning. • What executional mandatories exist • What tactics should be used • How will you measure results Ask yourself the following questions when preparing your brief: • Is your brief inspiring. • How will your proposed creative brief deliver the strategy? (relevant, credible and compelling) • Will your brief result in an: • IMC campaign that stands out from the competitors? • IMC campaign that stand out from other ads? • IMC campaign that will be memorable? • IMC campaign that lasts over time? (Does it have legs?) • IMC campaign that is flexible for use in different media? You will be evaluated on the following: • Full use of theory, well applied – must use many relevant concepts & theories as covered in class lectures and readings. • Correct application of concepts. • Extent and use of primary and secondary research • Meaningful, in-depth analysis – must use the ideas from course theory and research • A good mark is earned by completeness, a great mark by cohesiveness, and an excellent mark by creativity in problem solving. Your report must also be thorough and convincing, as well as inspiring. • Also see the marking guide on the course site Written Report Suggestions and tips My challenge to you is to present your report in a concise and professional manner. • Business style writing: The use of subheadings and bullet points where appropriate is encouraged. A poor report will be too long, repetitive and difficult to follow. All reports must be free of spelling and grammar errors. The written report will be marked on the basis of an appropriate standard of research, content, and organization of material. Appendix support must include conclusion statements. • Note: The grader will stop reading at the page limit! • Correct English/grammar, professional format. Up to 100% of a project’s assigned grade may be lost for non-professionalism – (limited readability, weak spelling, poor grammar, lack of neatness, disorderly visuals, poorly organized, failure to follow project instructions, not stapled, etc.) • Use of APA format is required. • A signed electronic Academic Honesty Statement MUST be completed or the assignment will not be graded. Note: see the course presentation on cover page requirements if you have already submitted an academic honesty statement that is on file with the instructor. Projects and Assignments must be provided to the instructor in both Hard copy and Electronic format. • Electronic Copy Submission: It must be posted as required on the class Moodle site at the beginning of the class. All electronic reports are to be submitted via the links in Moodle before the beginning of class at 7:00 pm on the specified due date. ASSIGNMENTS FOR THAT SPECIFIC DATE WILL NOT BE ACCEPTED AFTER THE CLASS HAS BEGUN. The instructor may make exceptions in cases of emergency. • The submission of the formal Hard Copy must be handed in personally to the instructor at the beginning of the class. Work submitted after the class has begun is considered late and will lose 25% immediately if handed in 5 minutes past official start time of the class, so plan to be on time to class when assignments are due. ASSIGNMENTS FOR THAT SPECIFIC DATE WILL NOT BE ACCEPTED AFTER THE CLASS HAS CONCLUDED and a mark of ZERO will be assigned. You are expected to keep back-up copies of all individual and team work. MRKT 3211 Individual Assignment #2 Media Analysis and Plan Due Date: Mar 22, 2018 Both assignment #1 and #2 will be linked to the same organization. Written Report: Maximum 3 single-spaced pages for the report (APA format required). Note: title page, appendix and bibliography do not count towards the 3 page limit. Unlimited number of pages for the appendix. Blocking chart can be included in the appendix. Marks: 15% of Final Grade Background: In the first part of the assignment, you developed a creative brief for a new promotional campaign for Toys “R” Us. In the second part of the assignment, you will develop a media plan based off the creative brief you developed in the first part of the assignment. Note that if you make changes to your creative brief following feedback from the first assignment, you should reattach the revised brief in an appendix. First, perform primary and secondary research to determine “a day in the life” of your target segment(s). You will need to analyze, determine and justify a media plan using all three components of the paid, owned and earned media model. Your media plan will need to be both efficient and effective in accomplishing your objectives. The budget for the campaign is $100,000. You’ll need to be resourceful and creative in how you allocate your limited dollars. To Do: Step 1. TCPS Core 2 Online Submission: Due Jan 11, 2018 at 7pm This project requires you to perform primary market research involving interviews and/or surveys. Consistent with accepted market research standards and Research Ethics Board policy at KPU, each student will have to complete the TCPS Core 2 tutorial. The tutorial provides training on ethical standards in market research. All students must complete the TCPS Core 2 tutorial during the first week of the course. Once you have completed the tutorial, e-certificates will need to be uploaded to the course Moodle site for the class for the instructor to verify. Failure to upload a TCPS certificate will result in a grade of zero on the project. In addition, students are required to upload the certificate prior to any primary research being performed on the project. Instructions on accessing the tutorial can be found in the course presentation. Step 2: Project Details • Perform both primary and secondary research on the topic to help determine your media choices • Research, analyze and determine a “day in the life” of your target segment(s) o For primary research, perform three in-depth interviews with your target audience. Attach research support in your appendix. Include methodology, transcripts, and summary of key findings o Attach market research waivers to the back of your report. Each interview must have a signed waiver. Waivers and research guidelines will be discussed in class. • Develop a convincing and efficient media plan using all three components of the paid, owned, earned media model • Explain the rationale/efficiency/support for your media choices • Media analytics: include calculations such as reach, frequency, impressions, CPM, etc. • Allocate your budget. Remember to use all of your budget • Provide a blocking chart with timing • Identify how you will measure success. Explain your rationale You will be evaluated on the following: • Full use of theory, well applied – must use many relevant concepts & theories as covered in class lectures and readings. • Correct application of concepts. • Extent and use of primary and secondary research • Meaningful, in-depth analysis – must use the ideas from course theory and research • A good mark is earned by completeness, a great mark by cohesiveness, and an excellent mark by creativity in problem solving. Your report must also be thorough and convincing, as well as inspiring. • See the marking guide on the course site Written Report Suggestions and tips My challenge to you is to present your report in a concise and professional manner. • Business style writing: The use of subheadings and bullet points where appropriate is encouraged. A poor report will be too long, repetitive and difficult to follow. All reports must be free of spelling and grammar errors. The written report will be marked on the basis of an appropriate standard of research, content, and organization of material. Appendix support must include conclusion statements. • Note: The grader will stop reading at the page limit! • Correct English/grammar, professional format. Up to 100% of a project’s assigned grade may be lost for non-professionalism – (limited readability, weak spelling, poor grammar, lack of neatness, disorderly visuals, poorly organized, failure to follow project instructions, not stapled, etc.) • Use of APA is required. • A signed electronic Academic Honesty Statement MUST be completed or the assignment will not be graded. Note: see the course presentation on cover page requirements if you have already submitted an academic honesty statement that is on file with the instructor. Projects and Assignments must be provided to the instructor in both Hard copy and Electronic format. • Electronic Copy Submission: It must be posted as required on the class Moodle site at the beginning of the class. All electronic reports are to be submitted via the links in Moodle before the beginning of class at 7:00 pm on the specified due date. ASSIGNMENTS FOR THAT SPECIFIC DATE WILL NOT BE ACCEPTED AFTER THE CLASS HAS BEGUN. The instructor may make exceptions in cases of emergency. • The submission of the formal Hard Copy must be handed in personally to the instructor at the beginning of the class. Work submitted after the class has begun is considered late and will lose 25% immediately if handed in 5 minutes past official start time of the class, so plan to be on time to class when assignments are due. ASSIGNMENTS FOR THAT SPECIFIC DATE WILL NOT BE ACCEPTED AFTER THE CLASS HAS CONCLUDED and a mark of ZERO will be assigned. You are expected to keep back-up copies of all individual and team work.

    Instrument Analysis and Project Evaluation

    Toys “R” Us: Instrument Project

    Looking at “a day in life” of Trifles “R” Us Inc, the fraternity is referable attributtelling attributtelling attributtelling doing polite-mannered-mannered in in the negotiate across growthd career. As-well, the fraternity has been complicated in diversified examination and technology activities restraint innovative regularitys of public in the increasingly capricious negotiate. Trifles “R” Us has been the negotiate chief in the trifle-selling affair. However, the fraternity has been oppositeness continued career from fantastic entrants whose negotiate has been on a polite-regulated flow in the trifle affair. The fraternity donation achieving this by administering labor of emerging technology and the emerging diverges in the technology senility. The example oppositeness the fraternity is that it has befit a dupe of its acknowledge talent. It was exposed on a brawny establishment of immaculate timing.

    The fraternity’s directors were telling to recognize the diverge in the baby peal of the restraintthcoming 20th era and the claim that was cemd by the television pur-poses and television programs such as cartoons. However, restraint a fraternity with such a brawny chronicles in examination and crop, it invents itself astern the boundary in the digital career. It is as-polite astern in adapting to the challenges oppositeness the dispose-of globe. Nonetheless, the fraternity’s directors and shareholders hold remained adamant that the fraternity has the dominion to flow from a crushing obligation increasing its sales magnitude. To close this, best negotiateing practices must be implemented.

    Instrument Project with Remunerated, Acknowledge and Earned

    Toys “R” Us is focused on re-establishing its lie in the Trifle negotiate. The fraternity has been relative on the oral three-pronged advent to instrument negotiateing that includes, Political Instrument, fantasticsletter-email and donation retargeting. These are strategies the fraternity has been using to complete the best quenched of its customers. In adduction to having an updated shop portfolio that is grounded on customers’ affair requirements, it aids the customer to engsenility with the fraternity on a sepascold projecte and restraintm a sepascold harmony. As auspicious as the oral strategies hold been, the affair deficiencys to infer fantastic strategies grounded on an tardy regularity of thinking abquenched how to charm labor of diversified instrument platforms to be availtelling to customers and irritate a separateized harmony betwixt the fraternity and its customers. This is where the `Paid, Acknowledgeed and Earned’ comes in. The example aids to lay-open a polite-mannered-rounded negotiateing hostilities and to close reform structure in the precedent stages of negotiateing projectning (George,2005).

    Remunerated Instrument

    This entails the instrument that the advertiser has to accelerated restraint including websites such as GoogleAdWords or any other instrument where there is a resolute ccomplete to holdion (Steve,2005).  The remunerated instrument should be protractedly evaluated SEO purposes and PPC. This should compromise cautious right of keymessage and catchphrases so as to procure the referableice that the customers deficiency require-effectively.

    Owned Instrument

    This includes resigned cemd by the affair restraint point in a blog or informs of a at-liberty download in a pop-up refine or on the sidebar that procures led to the customer to the fraternity’ webfooting of the referableice page.

    Earned instrument

    In earned instrument, the customer befits that implement of despatch. The deep driver using the fantastic example is the right of message of bunghole, encroach releases and savor reports, reviews and ratings as polite-mannered-mannered as the right of viral resigned such as photos (Snyder Bulik, 2006) ). Restraint point, the psenility administrators of the fraternity’s Twitter conftruth may support a dilate that completes publicized by his suite and in a scant hours, it befits the divergeing theme complete aggravate the globe.

    Sample instrument project Using the Remunerated, Acknowledgeed and Earned instrument

    The modescold Assumptions are as flourishs;

    The tarcomplete wealth is $10 darling across the already nominal express wealth of $ 5 darling. Aversenility sales are estimated at $250, 000

    Estimates commerce to the footing is at lowest 5000 visits in a month

    The administer –to-sale scold = 20%, Visitor-to-administer alteration scold = 0.5%

    In adjust restraint the fraternity to caggravate the nonpayment in the sales magnitude of $5 darling, it procure deficiency to hold an adductional 20 customers accelerateding an aversenility of $250000.

    Strategy

    Median negotiateing requires polite-mannered-thought management to consummate auspiciously. The management rouses by identifying the influencers who are complicated in the fraternity’s cyberspace or those that are suite and friends on political instrument. These are the herd that customers are most slight to deflect to restraint an estimation abquenched the fraternity’s issues. It is as-polite weighty to exploration their twitter handles and other political instrument platforms they are members of and flourish them too. Then the fraternity procure seem into the challenges that are oppositeness would be customers, restraint point, where to invent supporter labor or where they can invent progeny items in individual settle (Reynolds, 2006).

    Instrument Analytics

    In adjust to particularize the most mismisexpend negotiateing compound, the “Pear Prediction Exampleing Tool” procure be rightd to aid particularize the projecte of labor that procure be deficiencyed in adjust to roreason instrument negotiateing strategies to complete an adductional 20 customers. Examination has shacknowledge that the aversenility CPC in the perseverance restraint perseverance messages is $10 per click. The most mismisexpend rank of clicks to procure the protracted referableice restraint making negotiateing hostilities decisions is 30 clicks per day. Accordingly, the fraternity would be seeming restraint abquenched $9000 from clicks; this appearance is expected from Google Ads quaint. An expansion into Yahoo and Bing, the instrument retargeting management is expected to construct the total to $20000.

    The modescold excellent siege procure be apportioned in a fitness of 3:2:1 restraint Remunerated instrument, acknowledgeed instrument and Earned instrument respectively

    Remunerated Instrument: $ 4166.67

    Owned Instrument: $ 2777.78

    Earned Instrument: $ 1388.89

    Total: $ 8333.44 per month or $ 100000 per annum

    Where the Remunerated Instrument spends an total of $ 4166.67 dollars in a month, the estimated visits from the siege is 1000 visits to the fraternity’s landing page. At a alteration scold of 0.5%, the fraternity hopes restraint at lowest 60 administers in a year. The acknowledgeed instrument example has shacknowledge that the fraternity can growth webfooting by up to 60% from the public 5000 visits in a month. This is expected to bear an inflow of 80 per lacerate which could genescold an adduction of 8 further customer. However, it may be involved to quality any pressible alterations and administers in some points. Thus the negotiateing team procure right the `Multi-Implement option’ that can be build restraint at-liberty from Google analytics programs (Wilcha, 2005). If this regularity is implemented auspiciously, then the $100 000 would bear the fraternity an adductional magnitude in sales.

    Measuring Success

    The energy of instrument project can be assessed by an visible consultant or using the interior controls of the fraternity. It should be dindividual to divergent phases of the hostilities so that adjustments can be made in veritable-time. Individual of the most public and cogent measurement strategies is the tracking technique. This is where the regularity is suggested to chronicles perfect login principle. The log includes express visits or clicks on the pop-up ad banners carrying the fraternity’s messages that can be build on other websites. The tracking regularity completeows the fraternity to cem a further interactive instrument management.

    Couple Creative concepts

    Going by the affair of the affair and its modescold negotiateing objectives, the mismisexpend metaphor of instrument project restraint the fraternity is a confederacy television advertising and political instrument. This is becaright of the cohesion betwixt the couple adventes. Restraint point, twain metaphors of instrument invite a ample number of rightrs accordingly they hold a rove stretch. In adduction, the identical furtherance principle or pur-pose can be operate on twain sets of instrument at no extra require with the tindividual and sort of the instrument project substance unmixed, intelligible, inviteive, and informative and beauty. The issues topic to sales furtherance are indicate things including sports items affect balls. Accordingly the fantastic ccomplete restraint holdion is `Come Indicate’. This can singly be enthralled misproperly using the couple metaphors of instrument. The shop has star restraint perfectindividual attributable to its dissimilarity in issues on spread-out. In adduction mothers with fantasticborn babies procure be attached currency discounts and shopping warrant from the trifles shop. Such referableice procure be appreciated reform when relayed through the television and on political instrument than any other instrument. In unconcealed, the confederacy of the couple metaphors of instrument promises to aid the fraternity re-launch itself in the trifle negotiate.

    Conclusion and Key Insights

    Complete affair processes fullied to instrument negotiateing and the hostilitiess that procure be implemented procure deficiency to be consummated using a multi-faceted that includes `Paid, Acknowledgeed and shared instrument grounded on the budcomplete of the fraternity. Even with a management, the fraternity procure referable attributtelling attributtelling attributtelling roreason great. The strategies hold been designed restraint complete implements barring they procure be consummated cautiously in a regularityatic sort. The results from the instrument project are expected to be veritableized succeeding 90 -120 days succeeding the complementation of the implementation. A hazard of temptation and untruth is expected barring this procure positively be dindividual in adjust to invent the negotiateing compound that procures the best results.

    References

    Alan Deutschman (2005) “Commercial Success,” Fast Fraternity, January 2005 p74

    George Raine (2005), “The Super Bowl: Malfunction Junction / Fox Scrambles to Explain Why It Pulled Racy TV Ad,” San Francisco Chronicle (Feb 9): A1.

    Reynolds, Mike (2006) “Nick bullish on kids’ negotiate.” Multiimplement Fantastics, March 13, 2006, p25.

    Snyder Bulik, Beth. (2006)  “How to establish the affinity.” Advertising Senility, May 1, 2006, p85

    Steve McClellan (2005) “Fox Breaks Prime-Time Pricing Chronicles,” Adweek, September 12, 2005

    Wilcha, Kristin. (2005) “Winning Regularitys,” Shoot June 10, p15(3)

    Appendix

    Appendix A

    Instrument Ussenility Interview Questions

    First Respondent

    • What is your idol metaphor of instrument?

    My idol metaphor of instrument is political instrument?

    • What are your Instrument ussenility objectives?

    I right political instrument;

    • To converge fantastic herd
    • Learn fantastic referableice as polite-mannered-mannered as divergeing topics and Items
    • What bark of political instrument adverts do you affect most amongst audio, video an metaphor?

    I advance video adverts which hold some aspects of relief

    • What particularizes your select of instrument?
    • The require of accessing referableice
    • Accessibility of referableice
    • Speed at which referableice can be build
    • Do you suggest to integscold your separated example with another individual?

    No

    • What is your resigned management?

    I seem restraint relief referableice, conversant embodied and availability of favoring items of cause.

    Second Respondent

    • What is your idol metaphor of instrument?

    My idol metaphor of instrument is political instrument and sculpture instrument?

    • What are your Instrument ussenility objectives?

    I right political instrument;

    I right political instrument restraint relief, erudition and referableice mining purposes

    • What bark of political instrument adverts do you affect most amongst audio, video an metaphor?

    I would go video adverts which describe the veritable qualitys of the issue and labor

    • What particularizes your select of instrument?
    • Accessibility of referableice
    • Security and require inferations
    • Do you suggest to integscold your separated example with another individual?

    No

    • What is your resigned management?

    My resigned management includes conversant embodieds, prices and descriptions of diversified embodieds and negotiate operations referableice

    Third Respondent

    • What is your idol metaphor of instrument?

    My idol metaphor of instrument is political instrument?

    • What are your Instrument ussenility objectives?

    I right political instrument;

    • Notice mining restraint academic and sepascold crop purposes
    • Examination and comparisons of divergent items of caverification online
    • What bark of political instrument adverts do you affect most amongst audio, video an metaphor?

    Video pur-poses

    • What particularizes your select of instrument?
    • Security of the footing
    • Accessibility of referableice
    • Speed at which referableice can be build
    • Require of accessing referableice
    • Do you suggest to integscold your separated example with another individual?

    No

    • What is your resigned management?

    I seem restraint relief referableice, conversant embodied and availability of favoring items of cause.

            Appendix B

    1. Instrument Hostilities Impressions
    1. Instrument CPM Mean