1. Blackberry Strategy Plan
Nicole Briguet

2. Company Summary
Research in Motion has been a leader in the field of wireless communication since the creation of the Blackberry in Research in Motion has always worked towards the innovation and creation of software devices that are of the highest quality for customers. After reintroducing the company with the name of Blackberry, the company continues to strive to develop the most seamless technology for customers. Blackberry constantly conducts research to bring its customers the best quality devices while ensuring the highest level of customer service.

3. Situation Analysis: Audience
Men and women from the ages of 20-30
In entry-level position in the business world; income- $30,000- $50,000
Very into social media and be very tech-savvy, wanting to keep up with the latest technological trends
Live in cheaper neighborhoods in cities and most likely commute to their jobs
Current perceptions of the company- Blackberry products are outdated
Would have little to no experience with Blackberry products because of the decreasing popularity of Blackberry products
When making decisions, this demographic takes the popularity and innovation of the product over anything else

4. Situation Analysis: Competitors
Apple
iPhone
Strength of its marketing campaigns

5. Situation Analysis: SWOT Analysis
Strengths-
Brand loyalty in the corporate/business market
Lower price than iPhone
Strong brand recognition.
Weaknesses-
Loss of customers outside of the business world
Younger generation of business workers is now using other smartphones
Opportunities-
Expansion of apps to its App World
Increasing number of touchscreen devices
Threats-
Smaller app market when compared to other smartphones
Increasing number of phones entering the smartphone market

6. Situation Analysis: PEST Analysis
Economic- still recovering from the recession, people are less willing to spend their money
Technological- number of companies making innovative smartphones

7. Campaign Goal/Objectives
Campaign Goal: have the sales of the newest device, the BlackBerry Q10, be 10% higher than the sales of the Blackberry Z10.
Objectives
1. To increase product awareness with the target audience by 35% within the next year.
2. To improve BlackBerry sales by 20% within the next year.

8. Strategies
Our strategy is to implement a sequence of marketing activities that will increase product awareness to show the target audience that BlackBerry products are more innovative than the competitor’s products and are more business oriented.
Our strategy is to implement a sequence of marketing activities that will increase sales by highlighting the features of the latest BlackBerry devices, particularly the Q10.

9. Tactics
Press Release- A press release would be released about the launch of an event taking place in Madison Square Garden in New York City for the public to test out its newest devices. This release sent to major New York media outlets would increase public awareness of the events.
Newspaper Ads- To accompany this press release, newspaper ads would be sent out to major New York newspaper outlets such as the New York Times, The Wall Street Journal, The New York Post, and Newsday to attract both business oriented potential customers but also nonbusiness people.
Website- By revamping the website, we can give BlackBerry a modern and chic design to attract customers. Also by improving the call-to-action buttons we can better direct the flow of traffic to buy our devices
Blog- By launching a blog that has weekly posts about the top apps, business success stories, and other useful information, we can increase interest in our products.
Social Media campaign- One important way to reach out to potential consumers is through social media. By improving our interactive social media presence, we can increase product awareness and hear feedback from consumers.

10. Blog

11. Introducing the Q10! The Newest Innovation in Touchscreen Technology
Bringing you innovation in the palm of your hand
Introducing the Q10!
The Newest Innovation
in Touchscreen Technology
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12. Evaluation Plan
First objective- focus group sessions with the target audience to examine their awareness of the products
Second objective- monitor sale statistics and compare them to those before the campaign.