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Cuddle Mattress Promotion

Silver Lining Inc.
Objectives:
The goal of the project to launch an integrated marketing campaign on December 3rd,
2013 that includes a commercial, website and a social media strategy, to raise brand
awareness of the Cuddle Mattress.
The Cuddle Mattress is an innovative product. Cuddle Mattress Inc. hopes that consumers
will have the opportunity to try the revolutionary product and experience the health and
relationship benefits. As a business, the goal is to raise brand awareness to potential
customers. To do that, for the Cuddle Mattress we will launch an integrated marketing
campaign to raise brand awareness that encompasses a commercial, a website, and a
social media strategy on December 3rd, 2013. The objectives of this project are to create
a cohesive message through a T.V commercial, website and social media. The benefits of
the project are increased consumer awareness and visibility of the product through three
streams: T.V , internet, and social media. The commercial will target Cuddle Mattress
key demographic, which is young couples and showcase the desirable aspects of the
product (health and relationship benefits). The website will also mirror the message of the
commercial. The website will be the primary source to view information about and
images of the product, testimonials, promotional videos, highlights of customers
engaging with the brand via social media, and an order form to purchase the product. The
social media strategy will allow customers and potential consumers to interact with
Cuddle Mattress and help build buzz through likes, retweets, repins and reblogs. Coupled
together in a singular, cohesive message, this will help by introduce a new player to the
mattress market. Since the Cuddle Mattress will be sold as a As Seen on TV product,
we hope the success of the campaign will drive sales and encourage retailers to stock the
cuddle mattress.
Summary of Objectives:

To produce a visually pleasing website with valid code, functioning across

multiple platforms (browsers, operating systems), that provides information about
cuddle mattress and how to order the product
To organize and perform a well executed presentation that highlights the Cuddle
Mattress brand and how our team will effectively market the product via a
commercial, website, and social media campaign
To administer a comprehensive social media strategy across two major platforms,
Twitter and Facebook, to grow brand awareness and engage the online
community

To produce an effective 30 section advertisement/commercial (mock up) that

increases awareness and encourages viewers to have a positive association with
the Cuddle Mattress brand

Website
The website is an important part of the integrated campaign because it will contain all the
information about the cuddle mattress and provide an avenue for potential consumers to
follow up after viewing the commercial, or noticing the brand via social media. As the
objective of the project is to increase brand awareness, the website is a 24-7 point of
access for information about the brand. In addition to containing images and information
about the product, it will also be the place of purchase. Additionally, the website will
contain persuasive information to encourage positive attitudes about the product.
The website will be simple site that will contain six sections: an about page, a media
page, testimonials, social media page, a contact form and, of course, a buy page. These
sections were chosen because we want the consumer to know what the cuddle mattress is,
why they should buy it, and how to contact Cuddle Mattress for further information or
purchase.
Index.html - home page
About.html - information about cuddle mattress
Media.html - video and images of the product
Testimonials.html - testimonials from customer
Social.html - highlights from our social media account
Buy.html - an order form
Contact.html - contact form
Breakdown of Activities:
Week1:
o Secure domain and hosting
o Research brand guidelines, if no brand guidelines use colour from logo
and create guidelines via kuler.adobe.com
Week 2:
o Create mock-ups, moodboards, information architecture, secure images complete during week 2
Week 3:
o Code HTML, CSS, JQuery
o Confirm Copy
Week 4:
o Testing & Debugging
Week 5:
o Buffer zone in case of project delays

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Social Media
Social Media is way of creating buzz and customer awareness. It is an effective way of
getting the message out there quick and a great way to interact with our consumers from
the comfort of their own home.
Breakdown of Activities:
Week 1 - Research & determine which social media routes we would like to go
We choose Facebook and Twitter because we are focusing on the youthful
demographic. Nielsen states that the main supporters of social media are ages 1834 and mainly women which is our main target market. This is because once you
are 18 you are considered an adult in society's eyes, as you mature as an adult one
would want to stay connected with their friends and the new trends. Since women
are highly active on social media and they are our target audience we plan to stay
connected with them through our Facebook and Twitter. We also believe that
Twitter will be a great way to have our fans interact with our celebrity endorsers.
("State of the," 2011)
Week 1- Collect and research all information and images on the cuddle mattress
Get images of how the cuddle mattress can be used
Collect information of the history and facts on the mattress
Week 2 - Activate and Update both profiles with all information and images
Activate both social medias
Add images and information on both profiles
Create the design of both pages
Week 3 - Verify and secure the cuddle mattresses identity
Send a direct message to Facebook, and Twitter with the following:
o Full name, Location, Official website, Bio information, Primary contact
name, and Additional Contact Information
o Then wait for verification
Week 4 - Find friends and followers
Add friends and followers including:
o TV stations we would like our commercial to run from
o Celebrities we would like to be associated with our product
o As well as accept anyone that wants to add and follow us
Week 5 - Create outgoing posts and tweets about the mattress, and the events happening
Create post talking about the events that are going on
Giving out new information on prices, sales going on that week
Week 6 - Monitor incoming and outgoing tweets and post from friends and followers
Accepting fans tweets and post making sure they are appropriate and focused on
the product

As well as monitor outgoing comments and post from within the company
Week 6 - Maintain good status and continue awareness
Continue posting sales, and important facts and events on the cuddle mattress
Week 7/8 - Monitoring both sites

Presentation
The presentation is another way to build brand awareness of our product to consumers.
Through the presentation, the positive and desirable aspects of the Cuddle Mattress can
highlighted.
Breakdown of Activities:
Weeks 1 and 2: Determine objectives of and rhetorical purpose of the presentation
Outline what the presentation will be about as well as what this presentation
aims to accomplish.
Weeks 3 and 4: Profile audience determine who you will be speaking to and
tailor presentation accordingly.
Week 5: Create Summary of Presentation Ideas for brand awareness,
Commercials, Social Media options.
Week 6:Practice Add product and commercial into presentation and modify
presentation accordingly.
Week 7 and 8: Allow one week to act as a buffer period, and another weed to
prepare for the launch.

Commercial
Creating a commercial is popular and effective way to reach out to consumers and
promote the Cuddle Mattress. Since are sales will generate from our commercial it is a
highly important aspect. As an agency we are working towards brand awareness, by
strategically placing our commercial on channels that interest our target market along
with specific times we believe theyd be more likely to view.
Breakdown of Activities

Generate ideas for the commercial, what kind of angle we wanted to take/ how
we wanted our consumer to view us.
Decide on which channels best represented our brand and target market. We need
to make it convenient for the consumers we are marketing for.
We need permission from the television companys to air our commercial.
Once we have secured a spot on air, created a script and frame by frame
breakdown of the commercial we need to bring it to life, which involves some
hiring of cast members as well as film and backstage crew.4
We will begin shooting the commercial so that we can edit and air it as soon as
possible.

We edit the final product and submit it to the stations we have previously chosen.

Breakdown of Activities
Brain Storm Commercial Ideas- week 1
Decide on which channels to Broadcast on week 1,2
Ask for approval to air commercials (milestone) week 2
Casting week 3,4
Find Film Crew/ Back stage crew week 4
Shoot Commercial week 5,6
Edit/ Finalize/ Launch Commercial week 6,7,8

Milestone Planning
What are the major milestones? (Milestones are large packets of work that need to be
completed.)
The major milestones:
Commercial: budget approval, script approval, confirm cast/crew, confirm location
Website: get approval when in planning stage (approve, copy, images,
mockup/wireframe), Budget: getting our ideal budget amount approved
Social Media: get approval from client for strategy to be utilized
Presentation: getting the approval to start

Commercial: Outline overall schedule and tasks, timeline, budget

- The go ahead to product the commercial
- Confirm Budget
- Time Slot: Morning (6am -8am), Night (9pm-10pm)
- Determine Tv Network: TLC, Slice, Breakfast Television
Research a suitable film crew, actresses/actors, editors
Set up interviews/castings
Come to consensus on final crew
Final meeting to confirm cast, confirm with cast contract & hire cast (team charter)
Task estimate
Social Media: Task Breakdown
Research & determine which social media routes we would like to go
Create social media pages ( Facebook, Twitter )
Get verification approval
Add friends and followers
Keep updated on postings and tweeting
Web Site:

Research - brand guidelines, company background and strategy

Purchase domain and hosting
Create website

How does the work breakdown into sub projects (if at all) ?
Web Design
Budget
o
o
o

Web Designer
Hosting
Domain Name
Planning
o Research Brand Guidelines
o Confirm Copy
o Get images (logos/official photos)
Design
o Mood board/Wireframing
o Coding
o Testing
o Launch

What are the deliverables of project and subprojects?

Output requirements should trace back to the project objectives.if they dont they are
out of scope
Outline overall schedule and tasks, timeline, budget
Commercial:
- Receive feedback and final decision on TV network
- Research a suitable film crew, actresses/actors, editors
- Set up interviews/castings
- Come to consensus on final crew
Meet with crew to discuss contract & hire (team charter)
Task estimate
Social Media:
Research & determine which social media routes we would like to go
Form member(s)
Create social media pages
Maintain posting on all pages

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What are the dependencies between milestones and sub projects?

Brand guidelines need to be completed within first two weeks to ensure that
website, social media accounts and commercial look visually cohesive

Domain name needs to be secured during week 1 to ensure that commercial

team and social media team have correct information for their platforms

The social media accounts need to be created before week 2 to so that website
team and commercial team have correct information

Social media, website, and commercial mock up need to be completed by week

4 in order to be able perform presentation

Copy for website needs to be confirmed by the beginning of week 3 to ensure

that it is sync with commercial team and social media team
Structure, Organizations and Responsibilities
What are the human resource requirements in terms of skill/experience
requirements?
When are those skills/experience needed and for how long?
Identify how the project team will be managed.
Identify the roles and responsibilities for the project team members. Who will be
accountable for what?
Dave Ross is responsible for the organization and preparation of the
presentation. Kathryn Lapointe will be managing the social media campaign, and
Moreen Valentine will be in charge of creating the website. Sydnay Finlay will be
creating the commercial. Lynsey White, as project manager, will be monitoring the
project progress, measuring success, and assisting with the organization of the
presentation.
Who is the leader?
Lynsey White is project manager
How frequently will the team meet and where?
When: Once a week to maintain timeline & quality check.
Where: Silver Lining Inc. head quarters.
What will the lines of communications be?
Gather all current work at weekly meetings, track & record status of work. Have teams
present each weeks work to distinguish what is lacking, what can be added/improved.
Schedule and Task Management - Lynsey White
(Use Excel template for this part of the assignment)
What are the timelines and key dates for milestone delivery?

Week 1: Project plan - have all areas outlined to execute

Week 2 -5 : Website/social media/commercial - Execute outlets to be prepared
launch
Dec 3/13 - Presentation/Launch- Execute

How and when will the detailed activities be planned and completed?
The specific teams focusing on their specialties chosen by our company to execute
everything on time, on/under budget and in a unique way by December 3rd, 2013 will
complete everything.

Evaluation
The schedule will be utilized as a tool to measure the success of the project. The project
will be tracked by measuring it against the Gantt chart. Tasks are broken down on a
weekly basis, which in turn provides a checklist. Each week, referencing the chart, the
team lead is able to measure how on track the team is. It will be the project managers
responsibility to track each members progress to ensure that tasks are completed on time.
Lynsey, as the team lead, will be required to ensure that weekly targets are met, and to
organize and schedule the meetings for check ins. The first meeting will be held during
week 1 to ensure that the team has a clear definition of the project, their roles, and
expectations regarding quality. The team will meet again during week 3, just past the
halfway point, to ensure that we are meeting milestones, are within scope, and to make
course corrections if necessary. For week 4 we will have additional meeting to check in
and submit our individual parts, and for week 5 we have a buffer zone in case of delays,
course corrections, and to practice our presentation. On an individual level, the team lead
will check in with each team member individually and address concerns as needed. On a
group level Facebook chat, email, and Google docs will be utilized to communicate
among team members.
For reporting and measurement, the primary reporting tool will be that minutes will be
taken during meetings and distributed amongst the team member. Also, the team lead
will send weekly progress reports via emails detailing progress in project completeness,
quality, and address any issues and concerns. For measuring the quality of the project
deliverables, the team will looking how our deliverables relate back to the project goal
and stay within scope, the lack of errors/defects on and completeness of the project
deliverables (the website functions, the social media pages are live and complete, the
mock up for the commercial contains all key points etc.). Additionally, the team will need
to ensure that they meet the internal quality benchmark as defined by the team lead.