MARKETING CAMPAIGN BRIEFING

Action programs
Turning Gears will carry out the following action programs to achieve its marketing strategy.
Development of television spots will begin in April with a budget of $20,000,000. Spots will air
in July with heavy rotation beginning in November and continuing until December 25. The spot
will be aired during the day, between 10:00 a.m. and 3:00 p.m., on channels with high targetaudience viewing rates, such as MealTV, HouseNetwork, and the major networks.
The television series will begin development next month with a budget of $7,500,000. Pilots
have been approved, and the show is scheduled to air in July on a bi-weekly basis (Tuesdays and
Thursdays) at 3:00 p.m., on the childrens cable channel FunTV.
Development of a product website is already underway, and final approvals are scheduled next
month.
Current Marketing Situation (Summary of last week)
Last week's market survey to measure brand awareness reveals some startling results. Despite
efforts to reach parents, only 23% of the target audience polled had any knowledge of the brand.
However, brand awareness among children is still rising, and is expected to eclipse forecasts in
the next few weeks.

Customers are generally very satisfied with the product, and many parents contacted by Turning
Gears were eager to speak with us and offered thanks as well as praise for the product. The major
reason of purchase, as well as the major method of brand awareness for the target audience is
child demand. Current sales are driven by child demand, rather than product awareness or
product interest generated by the ad campaign.

MARKETING PLAN: HA SERIES

Flaws with current campaign:

The current rotation of spots airing 10:00 A.M. 3:00 P.M., has not made a significant
contribution to brand awareness, and ultimately has not boosted sales.
Reasons for the lag may include:
Increased channel flipping during commercials, as well as digital TV recorders which
automatically delete commercials.
Lack of emotional resonance with the spot, research shows that parents are not
responding to the emotional content of the spot as initially expected (see advertising spot
summary).
Brand awareness among children will not increase during 10:00 3:00 since they are
typically in school. Children watch more TV from 3-5 P.M. weekdays.
The campaign does not embrace the primary driver of sales, which is child demand.
HA needs an advertising strategy that captures the attention of todays tech-savvy
millennial generation.
Choices for modifying the campaign
Due to the late nature of the modification, our options are limited (see description of spots).
1) Continue airing spot A, in hopes that during the approach to the holiday season demand
will increase and sales will rebound.
2) Change to spot B and finding more suitable airtimes and channels of exposure.
3) Keep spot A, increase play-rate, and find more suitable airtimes and channels of
exposure.
4) Change to spot C and find more suitable airtimes and channels of exposure.

MARKETING PLAN: HA SERIES

Options

Continue Current
Campaign
Change to Spot B
Increase Volume of
Spot A
Change to Spot C

Options

Forecasted
Increase in Brand
Awareness

Approx. Increase
In Weekly Unit
Sales1

Approx. Total
Weekly
Unit Sales

3.65%

1,652

13,562

7.9%
5.8%

3,568
2,616

15,568
14,616

10.6%

4,780

16,780

Weekday
Airtimes

Weekend
Airtimes

Target
Audience

Continue Current
Campaign
Change to Spot B

10:00 AM 3:00 PM

N/A

Parents

3:00 PM 4:00 PM

Children

Increase Volume of
Spot A
Change to Spot C

3:00 PM 4:00 PM

Sat 8:00 PM 10:00AM

Sun 3:00 PM 4:00 PM
Sat 8:00 12:30 PM
Sat 8:00 PM 10:00AM
Sun 3:00 PM 4:00 PM

Children

Options

3:00 PM 4:00 PM

Sales Increase2

Costs of
Implementation

Parents

Net Sales
Increase3

Continue Current
Campaign
Change to Spot B

$115,640.00

$0.00

$115,640.00

$249,760.00

$150,000.00

$99,760.00

Increase Volume of
Spot A

$183,120.00

$80,000.00

$103,120.00

Change to Spot C

$334,600.00

$200,000.00

$134,600.00

One percentage increase in brand awareness equals an increase of approximately 452 units.
Increase in weekly unit sales X retail price of $69.99
3
Sales team bonuses based on 5% of net sales increase
2

MARKETING PLAN: HA SERIES

Television Spot Summary for Hermys Adventure Account.

Spot 'A':

Developed by Truman Forsythe. 15 seconds.

Background music: Beethovens 5th symphony
Opening shot of 3 year old (from middle class family) playing with toys
Zoom in on smiling face of child
Cut to parents laughing (early thirties, obviously first child, middle class)
Cut to child playing with Hermys Adventures
Cut to child going to school
Cut to more laughing, smiling, and family hugging

Voice over: Shouldnt you give your kids a head start on life filled with curiosity, creativity, and joy? The
new Hermy's Adventures series has been developed to do just that. Kids love it, parents are thankful for it.
Hermy's Adventures. The newest creation from the company that fosters total development for your child.

Spot 'B':

Spot 'C':

Flash Turning Gears logo and fade out

Developed by Franz Hietzner and Debbie Palowski. 15 seconds.
Background Music: Hermy's theme music
Opening shot of animated Hermy walking in front of and around screen shots of Hermys DVD
Adventures. Talking to the screen.
Hermy's voice over: Hey kids, I've been working with the smart people at Turning Gears to make a
special time machine just for you. The Hermy's console lets you have an adventure anytime you want
it. We'll have so much fun together, solving mysteries, finding clues, and saving the day. I couldn't do
it without you. And now with the Hermy's Console, I won't have to. Now, that's gooood thinking!!
(Hermy's catch phrase).
Flash Turning Gears logo and fade out.
Developed by Marie Chu. 15 seconds.
Background Music: Indiscernible rap music
Opening shot of Boy 1: 5 year old (middle class, white, sporty) playing with Hermy's Adventures;
focus on boys smile.
Cut to Boy 2 approaching: Boy 2 is a smaller 5 year old friend (middle class, white, glasses nerdier)
Dialogue:
Boy 2: Whatcha doin?
Shot of Boy 1 passing the console to Boy 2.
Screen shots of the DVD Adventures: Fast, colorful, loud, fun, camera shots whirling
Return to both boys, wide eyed, amazed, hair standing up. (Maybe Boy 2s glasses crooked?)
Dialogue:
Boy 2: I gotta get one of these.
Shot of Boy 1, nodding in agreement.
Flash Hermys Adventures logo, end music