Digital & Advertising Presentation
Transcript: "Your Sport, Your Style, Your Way" Campaign! Wild Canada will launch a provincial television campaign with a 30 second commercial airing on women’s and family networks to inform the target audience of Wild Canada’s customizable offerings and fitness themed apparel Opening Sounds: rushing water, a bubbling brook, and a woman’s labored breathing “I love getting out here…in nature…whenever I can.” “Out here…when I’m kayaking and giving it my all…I feel at my most alive.” “There’s no fake smiles here…no hands to shake and that allows me…to just be me… (going down rapid)…Yeaahh!” “Wild Canada offers superior-quality, customizable clothing for all your outdoor passions. Customize your apparel to suit your sport and needs. We know your thrills, so get out here!” Tagline: “Your Sport, Your Style, Your Way.” Blocking Chart OOH Ads - four categories: billboard, public transit, street bench, and sporting event advertisements. These will generate a wide reach to our target, being in high traffic areas across the city and suburbs Print Ads - featured in fitness and travel magazines within the GTA; will display active male and female adults wearing Wild Canada clothing while engaging in their chosen sport, i.e. kayaking, canoeing, and/ or rock-climbing Use slogan "Your Sport, Your Style, Your Way" CLIF BAR COUPON INSERT FOR WILD CANADA CLOTHING: 10% off customer’s first online or in-store purchase, or 20% off their initial order if their purchase is over $300 hundred dollars. Thank-you for choosing WILD CANADA FOR YOUR OUTDOOR APPAREL NEEDS! OOH & Print Ads Campaign designed to get involved in local events and become a part of those communities Event Examples: Kayak/ Canoe showcases Toronto International Boat Show Warrior Dash Spartan Races White Water Rafting events Ski-doo/ Wake-boarding showcases We've had a great time working on the campaign and wish you the best of luck with the future of your brand! Remember it's "Your Sport, Your Style, Your Way" when it comes to Wild Canada! PR Campaign Presented By: Clockwork Marketing Agency Our Agency Objectives: 1. To support the launch of Wild Canada into new areas, along with launching their new customized logo for the clothing 2. To create 70% awareness that Wild Canada is now available in suburban malls across Canada, within the next 2 year 3. To create 50% awareness that Wild Canada now offers customizable clothing, to new and existing consumers, within the next 2 years Target Audience Demographics: Active women aged 30-35, living in suburban areas of Canada; educated with annual HH income $80,000 Psychographics: Style conscious while being active; timeless fashion; connects to outdoor sport communities; loves to feel unified with friends and family while participating in sport/activity Persona Michelle Davids “I’m looking for something unique, stylish and casual to wear for my weekly cycling group. A lot of active apparel tends to be bland and boring, I want something we can make our ‘own’ as a group.” Digital Campaign 1. New geographic locations 2. A successful internet site 3. Expand their clothing line to include customizable clothing Wild Canada’s target market is active consumers between the ages of 25-45. These people like to rock climb, bicycle, surf, figure skate, in-line skate, ride horses, snowboard, ski, kayak, canoe and sail boat. They might not be experts, but enjoy themselves and like to ‘Go Play Outside’. Wild Canada Clothing Inc. What is Wild Canada is Searching for? Sales Promotion Radio Ad Script Campaigns include: 1. Multi-Media Campaign A. 30 Second Spot for TV B. Radio Spot C. OOH Campaign D. Print Campaign E. Sales Promotion Plan F. PR Campaign 2. Integrated Digital Marketing Campaign A. Email Campaign B. Video Campaign C. Social Media Campaign Storyboard 30 Second TV Spot Target are internet saavy individuals of Generation Y but may not be up on the social media trends 1. Email Campaign - build database by asking for customers emails, send out newsletter with deals and promotions 2. Video Campaign - "Wild Wednesdays" where Wild Canada will put together YouTube commercials, while encouraging everyday people to post their own videos doing their sport with their Wild Canada clothing on 3. Social Media Campaign - Facebook & Twitter communities for intertaction with customers, posting about promos (eg. Clif Bars), and videos and a forum to answer customer questions, etc. Thank You! The television, radio and PR ads will run right before the summer and winter seasons. Out of home and sales promotions will run into both spring and summer months, and both fall and winter months as these are the heaviest shopping times for consumers. We want to run these each for 4 months as it gives the consumer time to see the ads and promotions together, and then time to come into the store to use the promotional sales discount. Magazine ads, emails and social media will run continuous throughout the year as they are specific and targeted directly to existing customers.
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