for Integrated Advertising, Promotion, and Marketing Communications, 7e Clow and Baack by 1

Integrated Campaigns In Action: Agency Background Emogen Marketing Group – Full-service creative marketing firm – Primary focus on increasing clients’ revenue – Started in 2007 – Current staff of 4 full-time and 1 part-time employees and various freelancers Brian Warren Owner; Account Exec & Creative Director Sarah Warren Owner; Marketing Consultant 2

Integrated Campaigns In Action: Client Background The Soap Opera – One-location laundromat – Offering 24/7 self-service laundry Fluff and fold (F&F) service (drop off laundering, ironing and folding) – Historically visited more by lower income clientele – Located in Ruston, Louisiana ( population 21,000 ) home of Louisiana Tech University ( 11,250 students ) 3

Integrated Campaigns In Action: Campaign Objective Client’s Request – Increase F&F sales among college student Therefore… Target Market – Primary: College students – Secondary: Faculty & Staff Campaign Objective – Increase awareness – Encourage trial purchase 4

Integrated Campaigns In Action: Campaign Constraints Budget – $2,500 max (including consultant fees) Planning Timeline – 1 month Service – More expensive than self-service or at-home laundry options – Located further from campus than other laundry options Target – College students are not as responsive to traditional local advertising – College students have access to on-campus laundry options – College students are less likely to purchase premium services 5

Integrated Campaigns In Action: Campaign Development 1.Gather information – Secret shopping of client & competitors – Informally interview representatives of target market 2.Brainstorm 3.Complete cost/benefit analysis – based on cost, reach, breakeven and conversion assumptions 4.Present top campaign concepts 5.With client, chose campaign 6.Complete necessary planning and creative 6

Integrated Campaigns In Action: Value Proposition = Campaign Name: 7

Integrated Campaigns In Action: Campaign Tactics 10% discount for students on F&F Lifestyle event on campus Drawing for $50 gift card Posters on campus Ads in campus newspaper Social Media 8

Integrated Campaigns In Action: Lifestyle Event Campus of Louisiana Tech University One-day event at beginning of Fall classes Displays in two separate, high traffic areas Designed to follow campaign value proposition 9

First Display Located outside the “Tonk” (campus student center) staged with clothes on laundry line and mannequin display. Located outside the “Tonk” (campus student center) staged with clothes on laundry line and mannequin display. “College student” mannequin doing laundry at entrance to the Tonk Actual washing machine from The Soap Opera staged with washing detergent. Collateral with info about The Soap Opera, directions & registration card for $50 gift card drawing 10

Second Display Located inside high-traffic, food court area. Display staged with washer, folded laundry, signage and various collateral. “Soap Opera” mannequin rigged to interact with passersby Cameras, mics and speakers hidden in laundry and in mannequins hair. 11 Emogen staff hidden behind curtain with camera and mic controls.

Integrated Campaigns In Action: Collateral / Gift Card Drawing Front designed to be read by rotating card as a dryer would tumble dry clothes Handed out at Lifestyle event and in other campus locations For drawing, required to return to location to encourage student visits Database compiled with registrants 12

Posters on Campus Posted campus-wide on all bulletin boards Featured first cartoon in newspaper ad series (see slides 14-16) Extra copies given out during Lifestyle event and at client location 13 Integrated Campaigns In Action:

Newspaper Ads Campus newspaper Ran in every issue during Fall Quarter Unique ad design – In style of The Far Side comics – Series of 9 different ads to encourage following – Varied content to interest a variety of personalities 14

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Social Media Facebook page built and managed by Emogen for promoting Lifestyle event Comics (i.e. ads) posted as they ran to encourage following Subsequent page management handed off to client 17 Integrated Campaigns In Action:

Campaign Results During month of event – Increase of 25% in fluff and fold – Increase of 25% in overall business – Highest monthly sales in 20 years Increase held steady for entire year following event, with a cumulative growth of 50% Increase in business primarily from students Increased name recognition and awareness 18