The Challenge Created By: Katie Mann Com 141

The Challenge  As the TWT communications manager you need to encourage attention as our company attends the NY Toy Fair four weeks from today (Today is 2/1/15)NY Toy Fair  This is the preeminent US trade-only show for the specialty and mass markets.  If a company sells to these markets, they will be at this show.

Products  High- Heel Training Wheels  Flip- Up Car Sign  Twin Spoons

About High-Heel Training Wheels Customer traits:  Women/ Maybe Men  Teenagers What they’ll like about the product:  Teaches them how to properly wear high heels  Helps them not hurt themselves while wearing high heels  Training Wheels for Heels

About Flip Up Car Sign Customer traits:  Lose their cars  Age 16 and up What they’ll like about the product:  They’ll never lose their car again  Spot from far away  Eye Catching

About Twin Spooners Customer traits:  Parents of twins  Babysitters  Siblings What they’ll like about the product:  Easy to feed your twins at the same time  Never feed the same twin twice again

Competitor: Famous Footwear Strengths  Well known store  Great deals Weaknesses  Not a variety of shoes  Not a lot of shoe options

Competitor: Target Strengths  Well known  Stores around the world  Great service Weaknesses  Data security  Display of merchandise  Quality of goods

Target Audiences  Teenagers, Parents, and Kids  Internal Publics: Employees- sales, marketing, and production  Media: Interviews, Podcasts, Social Media Posts, Radio Broadcasts, Television Interviews.

Strategic Goal Reduce Expenses  Increase profits is to decrease expenses.  Find the best prices for rent, shipping, lease, internet, and phones..etc Increase Productivity  Have an employee trial period – 90days  No show your fired Create a Brand  Set yourself apart from the competition  Flashy Slogan

Objective Goal Profitability  Will sales increase?  Make goals Customer Service  Indicates whether or not your business will survive  Give customers surveys to fill out Efficiency  Challenge employees (closing time)  Shipping (from a week to 3 day shipping)

Story Opportunities Flip- Up Car Sign  Always be able to find your car  Flashy sign High- Heel Training Wheels  When learning how to walk in heels  Fix your posture Twin Spoons  Never have trouble feeding your kids

Key Messages  Media: Special savings if you #TWT with a picture  Booth Visitors: If is given you will receive coupons  Internal: $10 gift card if you come to the toy event  Current Customers: Get a 20% off coupon

Tactical Planning Internal Tactics  In-person meetings  Social media  Posters or banners in the break room  notifications Buyer Tactics  s  Direct or print media  Social media  Paid Advertising  Events Media Tactics  Interviews  News Release  Media Alert  News Conference

Audience: Buyers  Bring in more customers TacticResponsibilityBudget Social Media Postsmarketing$100 Paid Print advertising marketing$250 EventsHR$300

Audience: Media  More followers TacticResponsibilityBudget News ReleaseMarketing$50 AppTech$600 WebsiteTech$200

Audience: Internal  Happier Employees TacticResponsibilityBudget Scavenger Huntmarketing$100 flyersMarketing$10 Instagram Challenge Tech$0.00

Timeline: Buyer Who does what when? Work backward from deadline or forward from start date. TacticWeek One Week TwoWeek Three Week Four Draft EditFinal DraftSend Advertise ment Call Advertise ment Company Set up an appointm ent Draft of advertise ment Advertise ment sent out Social Media Post Come up with an idea Discuss idea Make a post Schedule Post time

Timeline: Media Who does what when? Work backward from deadline or forward from start date. TacticWeek One Week TwoWeek Three Week Four News Release ResearchWrittenSent to Printer Ready for Show InterviewCall Station Set up interview Get interviewe d Interviewe d Aired Media Alert Make a plan Present itWrite itAlert it to all your social media

Timeline: Internal Who does what when? Work backward from deadline or forward from start date TacticWeek One Week TwoWeek Three Week Four Print AdMake a draft Edit itFinal touches print News Conferen ce Discuss ideas Make a presentati on Edit itPresent it over conferen ce (News) Internal Tactic Three Make draft EditFinal touches Alert to media

Budget Expense ItemPriceTarget Audience Social Media Post $100.00Teenagers Paid Print Advertisement $250.00Adults Event$300.00Everyone News release$50.00Everyone App$600.00Teenagers Advertisement$200.00Everyone Scavenger Hunt$100.00Everyone Flyers$10.0 0Adults Instagram Challenge $0Teenagers Total:$

Evaluation  Have Customers who showed up take a survey of how the experience was.  Calculate Profits.