Safety Scooters Marketing Pitch April 26 th, 2013.

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Presentation transcript:

Safety Scooters Marketing Pitch April 26 th, 2013

Eunoia Mission Statement Eunoia is the shortest English word containing all five main vowels. It is derived from Greek meaning "well mind" or "beautiful thinking." It is also a rarely used medical term referring to a state of normal mental health. Our purpose is to build long- term, mutually beneficial relationships with our clients by using our knowledge, experience and creativity to communicate their brands effectively. We bring client companies to the right audience, with the right message, in the right places. We specialize in helping companies communicate within the public sphere to effectively reach customers, employees, and stakeholders.

Safety Scooters Campaign  Target Market  Florida (Orlando, Miami and Jacksonville)  Objectives  Decrease drunk driving accidents  Increase company awareness by 30% in 3 months  Form professional relationships with clubs and bars  Theme  Safety this holiday season (New Years)  Rationale  Cheaper alternative to public transit

Safety Scooters Campaign  Point of Purchase Media: Cocktail Napkins  Soft Launch in November and December.  Print Media: Magazine Ad  Placement in end of year issues.  Other Media: Radio Ad  Hard Launch in the days before New Year’s.

Napkin Ad  We will form relationships with bars and clubs in Jacksonville, Orlando and Miami in the weeks leading up to New Years Eve, distributing cocktail napkins with Safety Scooters messaging as a soft launch of the service.  Additional napkins will be given to bars and clubs on December 30 to ensure they have napkins for New Year’s Eve.

Napkin Ad  1-Ply White Beverage Napkins from absorbentprinting.com  When ordering 10,000: $38.08 per 1,000 ($.038 per napkin)  Total Cost for 40,000: $1,523.20

Magazine Ad Placement  Brink  Reach young trendsetting adults who live in Florida  Circulation: Print 15,000+, iPad 10,000  Back cover: $1,700 in December/January issue  Florida Monthly  Reach people from 20s to 50s who live and travel in Florida  Circulation: 116,000  Full-page ad: $7,282 in November and December issues  Florida Travel & Lifestyle  Reach people from 20s to 50s who live and travel in Florida  Circulation: 100,000 (Total Print Audience 300,000)  Full-page ad: $11,440 in November/December issue

Radio Ad Placement  New Years Eve themed advertising on three types of radio stations: Top 40, Country and Adult Contemporary. These radio stations will be targeting the year olds who live in Miami, Jacksonville and Orlando. Ads will run from December 27- January 1; 6 ads a day on each station.  Jacksonville: $65 per 30 second ad  Orlando: $203 per 30 second ad  Miami: $194 per 30 second ad  Total Radio Ad Cost: $49,896

Overall Message  Increase brand awareness  Decrease drunk driving during Holiday season and beyond  Campaign can be applied nationwide