Brother Printers Advertising Plan

IMC Plan for BROTHER Printer ADMS 4240 4240 N Advertising and Communications Communications Prof. Pallavi Sodhi

Group 5

Beibei Tang

208 104 373

Ingrid Arellano

204775219

Kirandeep Sidhu

206 790 224

Leo Uzlaner

207 402 266

Shane Lieberman

206 524 334

Tom Caravaggio

206 853 055

Viktor Penaflor

208 885 014

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Table of Content

1.0

......................................... ............................ ............................ ............................ ............................ ......................... ........... 3 EXECUTIVE SUMMARY ...........................

.......................................... ............................ ............................ ............................ ............................ ............................ .................... ...... 3 2.0 THE CLIENT BRIEF ............................

2.1 CATEGORY, PRODUCT AND BRAND INFORMATION .......................... ......................................... ............................. ............................ ................ 3 2.2 BRAND POSITIONING ............................ .......................................... ............................ ............................ ............................ ............................ ............................ .................. .... 3 2.3 CORPORATE MISSION .......................... ........................................ ............................ ............................ ............................ ............................ ............................ .................. .... 4 2.4 BUSINESS GOALS ............................ .......................................... ............................ ............................. ............................. ............................ ............................ ...................... ........ 4 ........................................ ............................ ............................ ............................ ............................ ......................... ........... 4 3.0 SITUATIONAL ANALYSIS ..........................

3.1 MARKET AND CATEGORY OVERVIEW .......................... ......................................... ............................. ............................ ............................ ...................... ........ 4 3.2 SWOT ANALYSIS ............................ .......................................... ............................ ............................. ............................. ............................ ............................ ...................... ........ 5 4.0 COMMUNICATION ANALYSIS ........................... ......................................... ............................ ............................. ............................. ............................ ................ 5 4.1 COMPETITIVE ANALYSIS ............................ .......................................... ............................ ............................ ............................ ............................ ........................... ............. 5 4.2 TARGET MARKET ANALYSIS .......................... ........................................ ............................ ............................. ............................. ............................ ...................... ........ 7 ......................................... ............................ ........................... ............. 7 5.0 MARKETING OBJECTIVES AND STRATEGIES ...........................

5.1OBJECTIVES OF PRODUCT, PRICE, PROMOTION, DISTRIBUTION........................... ......................................... ...................... ........ 7 5.2 BARRIERS TO MEETING GOALS ........................... ......................................... ............................ ............................. ............................. ............................ ................ 8 6.0 INTEGRATED COMMUNICATION OBJECTIVES AND STRATEGIES ........................... ............................... .... 9 ......................................... ............................ ............................ ............................ .................... ...... 9 7.0 STRATEGIC BRAND POSITIONING ........................... ........................................ ............................ ............................. ............................. ............................ ........................... ............. 10 8.0 CREATIVE STRATEGY ..........................

9.0 CREATIVE IMPLEMENTATION IMPLEMENTATION .......................... ........................................ ............................ ............................. ............................. ........................... ............. 11 9.1 CONCEPTS AND STORYBOARDS .......................... ........................................ ............................ ............................. ............................. ........................... ............. 11 9.2 PRINT LAYOUT ............................ ........................................... ............................. ............................ ............................ ............................ ............................ ......................... ........... 11 9.3 CAMPAIGN EXTENSION CONSIDERATIONS .......................... ......................................... ............................. ............................ ........................... ............. 12 .......................................... ............................ ............................ ....................... ......... 12 10. INTEGRATED COMMUNICATION PLAN ............................

10.1 CHANNELS, TACTICS, COST ............................ .......................................... ............................ ............................ ............................ ............................. ................. 12 10.2 TIMING /ACTIVITY GRID /SCHEDULING ............................ .......................................... ............................ ............................ ............................ ................ .. 13 ........................................... ............................. ............................ .................... ...... 13 11. EVALUATION FOR ADVERTISING PLAN ............................ .......................................... ............................ ............................ ............................ ............................ ............................ ................ .. 14 12. BUDGET SUMMARY ............................ ........................................ ............................ ............................ ............................ ............................ ............................ ................ .. 16 13. TEAM CREDENTIALS .......................... ......................................... ............................ ............................ ............................ ............................. ............................. ............................ ........................... ............. 17 APPENDIX ...........................

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1.0 Executive Summary The objective of this integrated marketing communication (IMC) plan for brother printer is aiming to improve the brand awareness and brand recognition by applying story-board media, print media, and out-of-home media, together with other promotional strategies. The campaign—―What Frustrates You? ”  ”  intends to build up the emotional relationship between Brother and customers by positioning Brother printer as a solution for their problems they have dealt with their previous printers. By doing so, we are willing to strengthen Brother as a reliable brand that provides extra customer value of the same features with other similar printer brands. Three approaches  – rational appeal, emotional appeal, and humour appeal will dedicate into the main Ads. The IMC campaign campaign will start from from teaser Ads which which intends to generate audiences’ attention and curiosities at first, following by the pivotal media Ads which plan to inform and educate the audiences, then with other promotional arrangements such as sweepstake, sales rebates/discounts, direct mail, internet Ads. at the end to achieve the Brother’s overall marketing objectives.

2.0 The Client Brief 2.1 Category, Product and Brand information (Refer to Appendix to Appendix A for Brother products categories)

Brother International Corporation (Canada) Ltd. markets a range of business machine products known for their originality and creativity. Brother’s k ey products include printers; fax multifunction, labeling, and document finishing work group solutions for enterprises of any size. Brother also markets a wide range of home and industrial sewing machines. 1 Brother Canada was established in February 1960 and is headquartered in Dollard-des-Ormeaux, Québec. Brother Canada provides sales, marketing, technical support, warehousing and distribution for all our Canadian customers. 2

2.2 Brand Positioning Brother positions itself as a ―reliable brand‖ which aiming to provide the superior value

to all its customers quickly by offering innovation, unique, self-developed technologies and state-of-the-art and global product manufacturing 3 Throughout Brother International Corporation’s business activities, they follow the motto "At Your Side," illustrating the company’s custo mer-first mentality while supporting it with their range of products and services.

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“About us.” http://www.brother.ca/en/company/index.asp (Retrieved on Mar. 22, 2008) Ibid. 3 http://www.brother.com/corporate/en/m /corporate/en/message/index.html essage/index.html (Retrieved on “Message from the Management.” http://www.brother.com Mar. 22, 2008) 2

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2.3 Corporate Mission Through using its ―unique, self -developed technologies and state-of-the-art, global

product manufacturing, the Brother Group will fulfill its corporate mission - to provide superior value to all its customers quickly.‖ 4 Brother is devoted to a customer oriented approach to its business, and they are consistently striving to ―…exceed stakeholders’ expectations, and to retain its employees’ pride. Above all, they are aiming to keep Brother a brand that inspires confidence from, and is valued by, our customers worldwide.‖5

2.4 Business Goals (Refer to Appendix to Appendix B --Brother B --Brother Global Vision 21)

Brother has developed a road map that consists of a set of goals that will allow for the fulfillment of Global Vision 21, the company’s mid and long-term corporate visions. This will be effective in three successive phases. Phase 1: (from FY03/2004 to FY03/2006) To become a leading global company with high profitability by achieving a balance of both sustaining high profitability and technology investment for the future.6 Phase 2: (from FY03/2007 to FY03/2008) To become a world-class manufacturer by developing outstanding proprietary technologies. Brother is willing to expand the Printing Business and build a strong positioning in the market and investments in development of new business areas at this stage.7 Phase 3: (from FY03/2009 to FY03/2012) To embody Brother's motto, "At your side," throughout corporate culture.

3.0 Situational Analysis 3.1 Market and Category Overview  – Growth of Printing Industry) (Refer to  Appendix C  – The Canadian computer hardware market which consists of personal computers, servers, mainframes, workstations, and peripherals consistently posted moderate r ates of growth throughout the 2003-2007 periods. This trend is expected to continue over

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http://www.brother.com/corporate/en/message/index.html Ibid 6 “Road Map for achieving of Global Vision 21.” http://www.brother.com/corporate/en/vision/index.html.. (retrieved on Mar. 22, 2008) http://www.brother.com/corporate/en/vision/index.html 7 “Road Map for achieving of Global Vision 21.” http://www.brother.com/corporate/en/vision/index.html.. (retrieved on Mar. 22, 2008) http://www.brother.com/corporate/en/vision/index.html 5

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the forthcoming five years. 8 Within computer peripherals, printing market keeps increasing from 2001 to 2006. Printing volume grew by 31.5% and printing value grew by 7.6% in 2006.9 The printing market is highly concentrated which represents the major players hold the largest market share such as HP, Lexmark, Epson, Xerox, Acer, and Canon. Commoditization and innovation are two trends in this industry which both driven by price competition. Major end-users are consumers and business. Advertising is widely used in this industry, especially to reach consumers and business IT manager. Magazine advertising is common. Internet advertising has also become important. important.10

3.2 SWOT Analysis (Refer to Appendix D  –  – SWOT analysis) Strengths:

Weaknesses:

Wireless printer technology  Varity of product lines Brand recognition  Various partner networks  Online customer service support  Competitive prices  Product warranty available  Existing loyal customers  Opportunities:





  

Growing market demand Changing consumers Technology innovation

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Relatively limited product lines Relatively low financial budget for advertising Low brand image

Threats:    

Low brand awareness Low market share Reputation of bring ―flimsy‖ 11 Intense competition

4.0 Communication Analysis 4.1 Competitive Analysis There are five major competitors competing at different aspects and level in printing industry which are HP, Canon, Dell, Epson, and Xerox. Competition in printing industry is relatively fierce than other industries according to its technology advances, changing customers requirements, customer services demand, and brand image affects. Manufacturers have to adapt to technology transformation and consumers’ satisfaction 8

“Market Analysis” p8. Computer Hardware in Canada -Industry Profile. Datamonitor (Feb.2008). http://dbic.datamonitor.com.ez http://dbic.da tamonitor.com.ezproxy.library.y proxy.library.yorku.ca/countrie orku.ca/countries/country/?gid=C s/country/?gid=Canada anada (Retrieved on Feb. 13, 2008 York  University) 9 GMID - Global Market Information Database

http://www.portal.euromonitor.com.ezprox http://www.portal.euromonitor .com.ezproxy.library.yorku.ca y.library.yorku.ca/portal/server.pt?con /portal/server.pt?control=SetComm trol=SetCommunity&Community unity&CommunityID=207& ID=207& (Feb.13,2008 York University) PageID=720&cached=false&space PageID=720&cache d=false&space=CommunityPage =CommunityPage (Feb.13,2008 10

“Sales and marketing”. Industry profile: Industry Overview. Hoovers.

http://premium.hoovers.com. http://premiu m.hoovers.com.ezproxy.library ezproxy.library.yorku.ca/subscribe .yorku.ca/subscribe/ind/fr/profile/ba /ind/fr/profile/basic.xhtml?ID=21 sic.xhtml?ID=212 2 (Feb.13,2008 York  University) 11

http://www.ciao.co.uk/Review http://www .ciao.co.uk/Reviews/Brother_DCP_ s/Brother_DCP_115C_Printer__649344 115C_Printer__6493444 4 (retrieved on Feb.13, 2008)

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to improve and/or maintain their market share and market revenues. Brother, with innovative technology, is directing to provide solution for home, home business, and home office consumers. Differently from other competitors, Brother is the one who put customers at first with sufficient and efficient services through its own hotline and websupport services. On the other side, customers in printing Industry are prone to experience the response process (cognitive -> conative-> affective). Customers are easily be influenced by others and/or brand image. They most likely to get to know and understand first, followed by decision of purchase, with experience at the end. Therefore, to inform and educate customers at early stage is pivotal for a corporation’s communication objectives. (Refer to Appendix E  – Competitors information)

Competitor12

Target Market & Segmentation

HP

Divides its clients into seven segments : -Enterprise storage and servers (ESS) -HP services (HPS) - Software -Imaging and printing -Personal systems group (PSG) group (IPG) -HP financial services (HPFS) and corporate investments. - The company combines ESS, HPS, and software segments of business into Technology services group (TSG) Consumer Packaged Goods:  -Target everyone from home office to large corporate enterprises and individual home users, HP started in printers and thus is known for them

Communication Vehicle Radio Television Magazines Newspapers Retail Catalogues Transit Ads

    

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

Canon

Tthree main segments : -business machines -cameras -optical and other products.

   



Epson

Xerox

Three business segments:  - information-related equipment - electronic devices - precision products. Epson specialized in printers, thus targeting for home office and corporate office as a reliable and high quality printers. Even though Xerox has tried to shift its target over the last few years, it has always been know n as ―the‖ office printer/photocopier. It positioned itself so well that most individuals use the term ―Xerox it‖ for p hotocopying a project or paper.

   

 



Dell

Dell has always targeted a younger audience including students and home users. Its famous model is based on online selling and customization for separate and particular needs of its customers.

    

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Radio Television Magazines Newspapers Retail Catalogues Transit Ads Radio Television Magazines Retail Catalogues Television Magazines

Radio Television Magazines Newspapers Transit Ads Online Ads

www.markline.com

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4.2 Target Market Analysis Main Dimension Geographic

Segmentation Variables 

Region

Gender  Age  Life Stage  Residence tenure  Marital Status 

Demographics

Personality  Lifestyle  Values  Social Class 

Psychographic

Target Market

Toronto  Vancouver  Male and Female  25-49  Small business owners/ Home office owners  Mortgage payers  Married with Children  Family oriented  Enjoys family-oriented activities like camping and eating out. They are price-conscious.  Achievers and strivers  Middle class, earns around $60,000 a year 

5.0 Marketing objectives and Strategies Overall Objective: Develop the Brother brand and foster customer service at all levels of the organization.

5.1Objectives of Product, Price, Promotion, Distribution 

Product Objectives:  to be innovative and ensure high product quality and be eco friendly. Main strategies:  Quality Strategies  which allows Brother Canada to ensure and improve their products to meet the needs and the expectations of being innovative products and services  Environmentally Friendly Strategy  which achieved through Brother’s 5R environment concept by working in harmony with the environment



Price Objective : Quality Leadership Main strategies:  based Pricing  which based on effective vale to the customer relative to the alternative products.

Value

Psychological

Pricing  Popular Price Points - Brother offers different price points according to a. the type of consumer they are aiming the product at. b. Positioning - Brother positions itself to be a quality leader- offer a high quality product which is backed by their certificates of quality.

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Promotional

Discounts: to stimulate sales of products in the short term13

Promotion : Brother Canada uses print, radio and television ads to promote Advertising  their products. Through advertising they use message and media strategy- the main message is ―Brother, on your side‖ and this can be seen on their website and their print ads. Also their ads focus on a key aspect of their products which is they as easy to use and user friendly.



Marketing : Brother Canada website is the main resource on its products, it provides information on the products they carry special promotions on those products and lets one also purchase products.

Internet/Interactive

Promotion :  Mainly seen on their website where they offer discount coupons and mail in rebates on various products that they carry. Also done through retailers, offer discounts off the regular price. Sales

PR/Publicity:

Main PR is done through their website as it shares an overview of the company, of their credentials and achievements and what their overall objectives are. They also aid in their own publicity by sharing articles that have been printed on them that shows them in the good limelight on the organization and products they have. There is a large focus on their 5R concept, which shows the organization of being eco friendly and this also includes their products such as printers and printer accessories.

Personal

Selling: This is done at retailers or big box stores such as Future shop and Staples where the sales staff would provide information on the product. But Brother Canada website also provides personal selling in a way which related back to interactive marketing as well, by having aids on searching for products and information on the products.

Distribution Selective Distribution : Brother Canada distributes the printers and printer accessories through selected retailers/ big box stores and through the internet. Retailers include Future Shop, Best Buy, Staples, Grand & Toy, and Office Depot.14



5.2 Barriers to Meeting Goals 

Barrier 1: High competition in the printer and printer accessories marketHP/Epson/Lexmark/Acer/Xerox- a large range of brands of same product with different features available to the consumer.

Barrier 2 : Low differentiation between competitors- there is low differentiation between printers as they perform one main function which is print. With low differentiation consumers are more likely to switch more, harder to maintain brand loyalty.



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http://entrepreneurs.about.com/od/salesmarketing/a/pricingstrategy_2.htm http://www.zipmath.com/SL/slm.cgi?LOC_P|L6R2N6|ON|10|100_2|5|www.brother.ca/en3|

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6.0 Integrated Communication Objectives and Strategies We apply communication objectives in our IMC plan to achieve and support Brother’s marketing objectives and avoid the problems related to sales objectives which give little guidance for planning and developing the promotional program. The overall goal of this IMC campaign is to increase Brother’s brand awareness and brand recognition through TV, Radio, Print, Out of home advertising, sales promotion, direct mail and internet marketing in one year period, therefore, achieving its market share and market revenue. Following are the specific behavioural and communication objectives that are willing to be achieved through this IMC campaign.

Product: Brother Printer Time Period: one year Behavioural Objectives

Communication Objectives

Trial Objective: Obtain trial among 20% of the target audience. Use price-off and coupons along with advertising and promotion.  Purchase-related behaviour: Provide and communicate information about the features and benefits through advertising and promotion.

Brand Awareness: Create awareness among 80% of target audience. Use repetitive advertising in TV, magazines. Simple message.  Brand attitude: Create interest in the brand among 80% of target audience  Brand purchase intention: generate purchase intention among 20% of target audience





Objectives through different stages of the decision making process Need Recognition

Information

Alternative

Purchase

Post-Purchase

Search

Evaluation

Decision

Evaluation

Brand awareness- 

Brand attitude- 

Brand attitude- 

Brand purchase 

TV 

Print and Web 

Print and Web 

intention- direct  mail and web 

7.0 Strategic Brand Positioning (Refer to  Appendix G  – Brother and competitors positioning strategy) The main market positioning that Brother Canada would want to pursue in the Ads campaign would be based on quality and benefits that their products can provide for the consumer which will make it better then the competitors as these are the main factors that competitors position themselves and what they must believe consumers may believe to be most important to the purchase criteria. There are two main factors that Brother Canada would focus on in the new campaign. One is to convince people with home offices that printers and printer supplies which are a key to the office do not have to be over the top expensive to be good, that there are affordable products that

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still have high quality. Another focus is to provide products that are reliable and simplistic to use. The main attributes and benefits for Brother will be reliability of the brand and product and the simplicity or ease of use which is to be linked to quality and last of that it is cost efficient, therefore affordable. As well, with the tag line ―At your side‖ there is a focus of  community building for Brother products users and that there is a support system for consumers. Brother Canada has 3 main factors that it will position itself on: 

Benefit – easy to use, reliable and environmentally friendly.



Quality/Price- has a high quality product that is dependable (linked with benefit) but still affordable



Competitor- not going to mention the exact competitors in ads but will have a subtle comparison

Brother Canada will use Benefit Positioning as this is the best way for them to answer consumer questions. When future consumers are thinking of a solution for their basic printing needs for their home office or corporate, Brother Canada will aspire to be that solution. These consumers should know the benefits of Brother Canada’s, which then can be limited to their needs and concerns. By following the benefit positioning, a sense of quality is made which is a huge factor for Brother, so quality will be expressed as superior compared to their competitors. With using benefit positioning, consumers will start to see Brother Canada as a premium solution which uses quality attributes to provide the best results but still cost efficient. This perceived value should be derived from pre-purchase and post purchase service provided by the various retailers and via the Brother website which will also offer consumers of Brother products not only to be known as consumers but also to be part of the Brother community. Lastly, with competitor positioning Brother in a very subtle was will imply how other brands (with no mention of any names) are not easy to use but rather frustrating which in turn will show that they are not reliable. What ends up happening with these factors of brand positioning is they all link to one another, in a way creating a matrix that every factor is important to one another and that each factor creates another benefit for the consumer, showcasing that Brother products are a well ro unded product.15

8.0 Creative Strategy Creative Theme: Ads will target family business professionals, and convince them that Brother is a reliable brand of printer to all their needs for printing at home, whether its ease-of-use, simplicity, and solution to the various frustration/problems that aroused from other better known brands of printers. Message Appeal: Rational appeal, emotional appeal, humour appeal. Source Characteristics: Applying familiarity

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Belch, Belch, Guolla. Advertising & Promotion. Textbook. Pages 120-129

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9.0 Creative Implementation 9.1 Concepts and Storyboards (Refer to  Appendix H  – storyboard and Print layout ) The storyboard is basically about a typical suburban family whose household gets woken up one night by a strange commotion. From the master’s bedroom, a strange and supernatural man pops out of nowhere and startles the parents by making uninvited noise. The parents freak out and this woke up the kids. The two children run upstairs to their parents’ room armed with a bat and a teddy bear  only to find a malfunctioning printer that is making a lot of noise instead of a noisy supernatural creature. The concepts of this storyboard highlights the problem with most printers sold in the market today  – to bother people when they least expect it. The consumer insight is having that it would be great to have a printer that actually functions on queue and does not act up when in the most unexpected moments.

9.2 Print Layout The print advertisements will continue to follow the ―Frustrated?‖ teas er format in a similar style.The headline’s of the ad’s announce that the ad’s are one of many

frustrations of printing as it is numbered and titled with the particular frustration that will be demonstrated in the ad. The ad’s then will expand into reveali ng that Brother Printers is the solution to the consumers printing frustrations. The first ad ―Frustration 7- The Paper Jam‖ is an interesting take on what consumers often have to deal with when there paper jams in their computer and they have to pull it out which usually results in the paper being crumpled and torn. The subhead announces what the ad is about ―Life is frustrating... printers can be too‖ and this is the slice of life that the ad is trying to communicate with the torn paper image. The body copy is short but is a general informative statement that reveals that while printers can be frustrating, Brother Printers are reliable and easy to use and are the solution to the printing problems for consumers. The ad also has a product shot and includes the campaigns website www.whatfrustratesyou.com where consumers are informed that if they share their printer ―horror‖ stories then they enter themselves into a contest for a free Brother  printer or grand prize of $10,000. The consumer insight is that the printing malfunctions that usually occur for them can be resolved by using a more reliable and easier to operate printer and that Brother is that printer company that can offer them the solution. The second print advertisement ―Frustration 36 - The Ink Splatter‖ follows a similar  format but is meant to be more humorous. The headline again announces the particular frustration involved and then the picture depicts in a humorous way the frustration of an ink splatter. The subhead explains briefly the actual humour that the ad is depicting by telling the reader that the picture was printed but the ink splatter ruined the photo and did so in a way that would make others feel uncomfortable or laugh at the image. The body text is also much simpler than the previous ad but still discusses that Brother Printers can solve printer problems because it is easy to use and reliable. Following the first ad’s format the ad also includes a product shot, the campaign website and the contest offer for consumers. The consumer insight for this ad is again similar to the previous in that as a consumer the problems that printers make to complicate life can be solved with a printer that is reliable and will not ruin the things that the consumer wants to print.

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9.3 Campaign extension considerations We have to consider the campaign structure, design of media, language preference, and different media usage when we make the IMC campaign in Montreal.

10. Integrated Communication Plan 10.1 Channels, Tactics, Cost (Refer to Appendix I – Integrated Communication Plan )

Media  Type  Outdoor  -Billboard -Bus Shelter Transit  -Subway Cars -Buses

Out of Home Ads. - Vertical Subway Poster

Local TV network

Radio

Consumer Magazine

Media  Vehicle -CBS: Poster -Pattison: Spectacular -CBS: Bus Shelter

Cost 

Daily  GRPs

Duration 

# of Faces/  Panels

Scheduling 

$ 182,175 $ 68,595 $ 108,255

-25 GRPs -N/A -25 GRPs

-4 weeks -4 weeks -4 weeks

-91 faces -3 faces -104 panels

Aug   – Sept.08  July  – Aug.08  Aug   – Sep.08t 

-CBS: TTC Interior -CBS: TTC Seventies

$ 34,120

-N/A

-4 weeks

-1,560 panels

Aug   – Sept.08 

$ 77,350

-50 GRPs

-4 weeks

- 238 panels

Aug  – Sept.08 

- CBS: TTC Subway

$ 58,430

Reach: 525

-10months

-660 Panels

Sept  – Dec.08  Flight From  Dec,08  –July,09 

-CTV Ontario Evening News -Celebrity Apprentice

-$10,000

-1,547,000 viewers

-10 months

-CFRB News Talk 1010 (1010 AM) -680 News (680 AM) -Jack FM (92.5 FM) -CHUM FM (104.5 FM) -Mix 99.9 (99.9 FM) -Canadian Business Magazine -ROB Magazine - Macleans -Time

- 1/day 30 seconds

-$20,000

-$18,144

CPM:  -8x $0.016 -3x $0.017 - 8 x $0.012 -9x $0.015

-1,185,000 viewers

Frequency:  90 commercials  / week Teaser : 90 x 4 weeks = 360 Standard:  90 x 16 weeks = 1440

Circulation:  83,000; 296,000; 382,890; 231,384

- 4 months - 1/week - 4 weeks (Teaser)

- 4 months

-4 months - 3 months -4 months -4 months

-3*breakfast, 5am – 10am, 3xMidday10am  – 3pm; 3 x Drive Home Rotation, 3pm – 8pm; 3 x Evening Rotation, 8pm  – 1am; 6 x All Night Show, 1am to 5am, Monday to Sunday -8 issues - 3 issues -8 issues - 9 issues

-Sep.08 – June.09 -Jan. – Apr.09

-Aug. – Sep. 08(Teaser) - Sep. – Dec.08

Sep.08 – June09

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10.2 Timing/Activity Grid/Scheduling Media Teaser Ads Radio TV commercial Magazine Out-of-Home Ads Microsite Sweepstakes

July

Aug.

Sep.

Oct.

Nov.

Dec.

Jan.

Feb.

Mar.

Apr.

May

June

11. Evaluation for Advertising Plan The main measures of effectiveness which will be used are pre-test, and post-test, utilizing the lab and field test methods. Pre-Testing Beginning with the pre-testing, the campaign will need a creative strategy test because the campaign is new and is different than the usual advertising that Brother does in its advertising. This will fall under concept testing  which is a lab methodology. The purpose for testing the creative strategy is to find out if consumers understand the ―Frustrated?‖ campaign in all its formats, meaning are the ads from the teasers right through to the finished ad’s communicating frustration with printers. This is important because if consumers don’t recognize Brother as a solution to their everyday printing problems then the brand will not register with them and the campaign will not be successful in increasing brand awareness. The focus group format will be utilized for its ability to gather qualitative feedback that can provide insights into how consumers perceive the ads and what alternatives they can suggest to best attract their attention in each execution. The obvious audience in these focus groups will be the intended target audience for the campaign, which are home and home-office users. Post-Testing The post-test for the campaign will all be field tests since this method will be able to capture people in their naturally occurring space and their reactions will be more realistic and valuable for evaluating the campaign and its success. Finished Print Advertisement in Magazines The inquiry test  which evaluates how many people visit the main website and the campaign micro-site as well as how many people have participated in telling their stories and how many have purchases a Brother Printer and entered themselves into the grand prize contest. The limitations for this measurement is that we will be unsure if people have understood our message and reacted to the ad or just reacted to the contest offers. The recall test  allows for us to test the effectiveness of an ad and if people have understood the message being delivered. This will help us test for brand positioning. The method for this will be the sending of test magazines to participant’s homes which will have a sample size of 150 per each geographic target market. This sample size will 

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come from our database of consumers that have accessed the micro-site. The respondents will be asked to read the magazine by a certain date and then they will receive a phone call after this date which will inquire about their impressions of the ad and what main message did they perceive from the ad. Finished TV Advertisements The inquiry test  will again be utilized with measuring the response of people who visit the micro site and main site after the TV ads are released and then this will also be supplying the participants for other tests in the study. The comprehensive measures and it will be copy testing  which is a type of focus group but in a field test way. Here consumers will be given a tape of the ad and then contacted after (the next day) and asked about their opinion on the ads and their evaluation of the ad. This test allows us to measure consumer’s evaluations of the ad’s and how well they understand the creative idea and message that Brother Printer’s is trying to position it on. 

The final test for television ads will be the tracking studies  test. A sample of 250 to 500 people taken from our database on the micro-site. E-mail surveys will be sent out with question inquiring about customer’s impressions of t he ads and what they have taken from the ads and their overall evaluation of the ads. We then can assess the awareness, recall, and attitudes towards the ads and the brand. We can assess the current campaign and its effectiveness and make any changes required that may be needed for future campaigns. Overall, the main goal of these tests for the promotional tests is to assess how consumers perceive the brand before and after the ad campaign is launched. As well as to see if the brand positioning that is being implemented and the message being employed is getting across to the target market as intended. .

12. Budget Summary The entire campaign cost will be $5,044,198 which includes media cost of $4,375,935, creative production cost of $ 25,000, and agency remuneration of 643,263. The agency remuneration is based on commission system (15%) negotiated with the client. Detailed costs that allocate to the different media are listed below:

14

Media

July

Aug.

Pattison: Spectacula

$68,595

Teaser Ads

Out of Home Ads

Radio

CBS: Bus Shelter

$108,255

CBS: Poster

$182,175

CBS: TTC Interior

$34,120

CBS: TTC Seventies

$77,350

Subtotal: 

$470,495

CBS: TTC Subway

1010 AM

$18,144

$72,576

680 AM

$18,144

$72,576

92.5 FM

$18,144

$72,576

99.9 FM

$18,144

$72,576

104.5 FM

$18,144

$72,576

Subtotal 

$453,600

CTV Local Evening News

Magazine

Total Cost:

Nov.

Dec.

Jan.

Feb.

Celebrity Apprentice

$400,000

Mar.

Apr.

May

$58,430

$58,430

Subtotal 

Sweepstake

Oct.

Subtotal: 

TV

Microsite

Sep.

$2,000,000

$2,400,000

Canadian Business Magazine

$193,260

ROB

$138,990

Mclane

$322,400

Time

$327,510

Subtotal 

$982,160

Subtotal 

$1,250

Subtotal 

$10,000

$4,375,935

15

June

13. Team Credentials As a full-service agency, we offer our clients a full rage of marketing, communications, and promotions services, including planning, creating, and producing the advertising; performing research; and selecting media. We have creative team which provide the creative strategy to our clients; account service team aims to build and coordinate a good relationship with our clients; marketing service team intends to provide different marketing promotional strategies; management and finance team that assists to manage and audit the whole service involved with clients. Our experts are cooperated and dedicated to provide the best services for our clients. Specific role of different staff are showed in the following chart.

President

Shane VP Creative Service

Writers Art directors

Ingrid Print Production

Beibei VP Account Services

Account Supervision

Viktor TV Production

Kiran VP Marketing Service

Media

Sales Promotion

Tom VP Managem ent

Research

Accounting

Finance

Leo Account Executive

16

Appendix

Laser Printers Brother has a wide range of high performance quality laser printers for personal home use, office workgroups

Multi-Function Centers Brother's award winning range of MultiFunction Centers can combine any combination of features including

Fax Machines Brother has one of the most extensive lines of quality facsimile machines. The range includes plain

P-touch® Labellers The Brother P-touch® electronic labellers are perfect for creating instant laminated labels. Brother's laminated

Sewing & Embroidery Brother is a leading manufacturer of domestic sewing and embroidery machines, sergers, sewing accessories

Typewriters Brother’s typewriter is ideal for form atting and typing text on pre-printed material

Appendix A - Bother Product Categories

Appendix B – Brother Global Vision 21

17

As an organization that does business on a global scale, the customer comes first in all of our activities and in many ways. Moreover, Brother is a company that provides good values obviously to our ―existing‖ customers but also to potential ―future‖ customers. Global Vision 21 （GV21) is the mid-to-long-term vision of the Brother Group that was adopted in FY2003 based on this line of thought. Three goals to achieving Global Vision 21 To become a leading global company with high profitability While promoting globalization not only in the scale of the business, but also in our way of thinking, Brother will flexibly react to various changes, and keep evolving swiftly. We will also establish a highly profitable and solid financial strength. To become a world-class manufacturer by developing outstanding proprietary technologies Brother will push forward manufacturing of unique and original products based on the customer-first standpoint, by developing outstanding proprietary core technologies and acquiring patents. To embody Brother's motto, "At your side," throughout our corporate culture Brother will foster a customer-first corporate culture in all the stages of our operations, including product planning, development, design, manufacturing, sales, and services. Our goal is to ensure the customer perception that Brother is a "reliable brand."

http://www.brother.com/corporate/en/vision/index.html Appendix C – Growth of Printing Industry

18

2001

2002

2003

2004

2005

2006

Printing Retail

1,596.7 1,699.8 1,799.9 1,834.6 2,000.0 2,099.2 Volume '000 units Printing Retail Value

498.5

502.0

503.8

507.2

531.4

536.7

RSP – C$ mn

Sources: Consumer Electronics: Euromonitor from trade 

sources/nation

al statistics  

GMID - Global Market Information Database

http://www.portal.euromonitor.com.ezproxy.library.yorku.ca/portal/server.pt?control=SetCommuni ty&CommunityID=207&PageID=720&cached=false&space=CommunityPage (Feb.13,2008 York  University)

Appendix D

19

1. Brother Partner Network



D&H Ingram Micro Ink Quest / JCMD InterAD Weston Randmar S.P. Richards Synnex Canada



Taknology Canada

  

Partner Network

  

http://printerinkcartridges.printcountry.com/brother-printer-ink-cartridges-articles/popularbrother-printer-models-cartridges/  (2/12/08)

2.Most Popular Brother Printer Models & Brother Cartridges

Brothers Printers have long been considered as a pioneer in the printer industry. With the many awards and accolades that it has received, Brothers is certainly one of the best printer brands out in the market today. There are several advantages to choosing Brother for your printer needs like its state-of-the art printer technology, reputation for quality and reliability, and excellent support service. But aside from these advantages, there is one advantage that clearly sets Brother apart from other manufacturers: the plenitude of choices. Below are some of the most popular Brother Printer models and cartridges you can choose from: 3. Brother MFC-210C Color Inkjet Multifunction Printer

One of Brother’s ever -reliable multi-purpose machines, this printer works as a printer, scanner, copier, and fax machine in one. With print speeds varying from 20ppm to 15ppm for black and color printouts and 6,000 x 1,200 dpi resolution, the MFC-210C is the ultimate printing machine. It can hold up to 100 sheets in its loading tray and can even do borderless printing for every standard photo sizes. It can accommodate papers of varying lengths and widths with a maximum of 14 inches and 8.5 inches, respectively. It can also accommodate different media like CompactFlash, SmartMedia, xD-Picture Card, Secure Digital, and memory sticks.

4. Brother MFC440CN Multifunction Color Inkjet Another of Brother’s multipurpose machines, the MFC440CN color inkjet pri nter is set apart from the competition with its engineered features like an auto-document feeder and stand-alone faxing. Even with all its functions, this printer only weighs 24.2 pounds, making it one of the lightest multipurpose machines around.

5. Brother HL-1440 Printer

20

Touted as the ideal printer for home and office use, Brother HL-1440 printer provides faster printing speeds, upgraded memory, higher print resolution, and more competent user support than its predecessor HL-1240. It also incorporates cutting-edge Shockwave Print Management System that uses an easy interface for direct operation. This printer also offers connections like parallel ports and USB drives. 6. Brother HL-2040 Printer

Engineered specifically for home use, this printer is compatible with either Windows or Mac operating systems. Designed with space-saving in mind, this printer is compact and can be placed conveniently anywhere inside the average home office. This printer also offers a 250-sheet loading tray to reduce the need for paper refills and save time. 7 Brother Cartridges

The Brother TN350 toner cartridge works well with Brother printers. Excellent choices for toner cartridges under the Brother brand are TN-460, TN-430, and DR400, respectively. Although most Brother toner cartridges work well with Brother’s printers, it’s best to inquire about which cartridge suit a particular printer best.

Appendix E – Competitors Information

21



Canon

Canon is a manufacturer of plain paper copying machines, digital multifunction devices, laser beam printers, bubble jet printers, cameras, and steppers. The company primarily operates in Europe and the US. It is headquartered in Tokyo, Japan, and employs about 118,500 people. The company recorded revenues of JPY4,156,759 million (approximately $35,748.1 million) during the fiscal year ended December 2006, an increase of 10.7% over 2005. The operating profit of the company was JPY707,033 million (approximately $6,080.5 million) during fiscal year 2006, an increase of 21.3% over 2005. The net profit was JPY455,325 million (approximately $3,915.8 million) in fiscal year 2006, an increase of 18.5% over 2005. Canon has three main business product groups: business machines, cameras, and optical and other products. The company has a strong brand image, which provides it with an edge over its competitors. However, intense competition could lead to pricing pressures and loss of market share. Strengths  Strong brand image  Strong financial performance  Robust R&D capabilities

Weaknesses growth in sales of office  Sluggish imaging products  Litigation issues  High dependence on Hewlett-Packard Opportunities Threats  Opportunities in medical-related fields  Intense competition  Evolving trends and digital commercial printing  New display businesses  Risks of international operations  Growing market for digital photography and LCD products



Hewlett- Packard

HP is a provider of personal computing and other access devices, technologies, solutions and services to individual consumers, small and medium-sized businesses (SMBs) and large enterprises. The company offers technology solutions, including enterprise storage and servers, technology services and software products; personal systems including commercial personal computers (PCs), consumer PCs and workstations among others; and imaging and printing products including consumer and commercial printer hardware printing supplies, printing media and scanning devices. Hewlett-Packard has a strong market position in most of its product segments. The company primarily operates in the US. It is headquartered in Palo Alto, California and employs about 156,000 people. The company recorded revenues of $91,658 million during the fiscal year ended October 2006, an increase of 5.7% over 2005. The operating profit of the company was $6,809 million during fiscal year 2006, an increase of 84.6% over 2005. The net profit was $6,198 million in fiscal year 2006, as compared to the net profit of

22

$2,398 million in 2005. The company has a leading market position in the global PC market in terms of shipments. Hewlett-Packard wrested market leadership from Dell in the global PC market in the third quarter of 2006 and managed to sustain it in the fourth quarter of 2006. Strong market position in select market segments enhances the brand image of the company and provides economies of scale in procurement. The company faces intense competition across all business segments in terms of price, quality, brand, technology, reputation, distribution and range of products. Stiff competition could adversely affect the company's revenues and profitability. Strengths  Strong market position  Robust balance sheet  High brand equity Opportunities  IT initiatives  Opportunities in BRIC countries  Opportunities in imaging and printing



Weaknesses  Weak internal controls of in-house management  Lack consulting division  Flat R&D spending Threats  Intense competition  Supply disruptions and product recalls

Dell

Dell is one of the world's largest suppliers of personal computers and related products. It designs, develops, manufactures, markets, and services personal computers, servers, printers and other products. The company primarily operates in the Americas. It is headquartered in Round Rock, Texas and employs about 66,000 people. The company recorded revenues of $57,095 million during the fiscal year ended February 2007, an increase of 2.1% over 2006. The operating profit of the company was $3,179 million during fiscal year 2007, a decrease of 33.6% over 2006. The net profit was $2,614 million in fiscal year 2007, a decrease of 31.7% over 2006. Dell develops, manufactures, markets, and services a range of computer systems. Dell segments itself as a complete customization company that offers many variations in specific orders with reliable products and quick speed in distributing their products. Despite ceding market share to Hewlett-Packard Company in the recent past, Dell continues to have a strong market position in the computer hardware segment, a platform from which it could launch a campaign for regaining the global market leadership in the PC segment. However, intense competition in the PC industry could further erode the company's margins and reduce its market share.

Strengths  Strong market position  Growing presence in India and China  Wide product portfolio Opportunities

Weaknesses  Weak internal controls  Product recalls  Relatively weak customer service Threats

23

Increasing demand for mobility products  Positive outlook for online sales  Growing Indian internet market 



Intense competition  Economic slowdown in -US and Euro zone  Commoditization of PCs 

Epson

Epson is engaged in developing and manufacturing of printers, visual instruments and PC related portable components. The company primarily operates in Japan. It is headquartered in Nagano, Japan and employs about 88,000 people. The company recorded revenues of JPY1,416,032 million (approximately $12,121.2 million) during the fiscal year ended March 2007, a decrease of 8.6% over 2006. The operating profit of the company was JPY50,343 million (approximately $430.9 million) during fiscal year 2007, an increase of 95.4% over 2006. The net loss was JPY7,094 million (approximately $60.7 million) in fiscal year 2007, as compared to the net loss of JPY17,917 (approximately $153.4 million) in 2006. The company has strong market position in the select markets like projector and LCD display, which provides it with stable revenues and enhanced band image. However, dependence on third party suppliers with out long term agreements increases the risk of affecting the business operations during situations of increasing demand.

Strengths  Strong market position  Extensive global reach  Focus on research and development Opportunities  Restructuring reforms  Growing projector markets  Asian semiconductor market



Weaknesses  Poor returns  Declining Margins performance of electronic  Weak devices segment Threats  Dependence on third party suppliers  Short life cycle of the products  Environmental regulation

Xerox

Xerox is a supplier of photocopiers, printers, and other document systems. It also offers document management services and customized solutions. The company provides one of the document industry's broadest portfolio of offerings. Digital systems include: color as well as black-and-white printing and publishing systems, digital presses and book factories, multifunction devices, laser and solid ink network printers, copiers and fax machines. Xerox also offers associated software, support and supplies such as toner, paper and ink. The company primarily 24

operates in the US. It is headquartered in Stamford, Connecticut and employs about 54,000 people. The company recorded revenues of $15,895 million during the fiscal year ended December 2006, an increase of 1.2% over 2005. The operating profit of the company was $1,390 million during fiscal year 2006, a decrease of 4.9% over 2005. Some of the reasons for the declining operating profit are the following: higher bad debt expense, increased non financing interest expense, no gain related to the sale of Integic in 2005, no interest income benefit from the finalization of the 19961998 internal revenue service tax audit. The net profit was $1,210 million in fiscal year 2006, an increase of 23.7% over 2005. Xerox's research and development focus is primarily on the development of highend business applications to drive the new business of printing, extending color capabilities, and lower-cost platforms and customer productivity enablers. Xerox has a strong brand image and its name has become synonymous with the term 'photocopying'. Strong brand image provides Xerox an edge over its competitors. Intense competition, however, could adversely affect the company's margins. Strengths  Strong brand image  Strong R&D capability  Wide product portfolio

Weaknesses  Weak financial performance  High dependence upon mature markets  High dependence on third parties  Litigations Opportunities Threats  Acquisitions of Amici and XMPie  Intense competition in small and midsized  International business risk  Expansion business markets  Color peripherals market

Appendix F – Brother Marketing Objectives

I. Products Brother Canada is certified ISO 9001:2000 standard by Moody International who is the world leading register To ensure they meet these standards Brother Canada has a Quality Management System that ensures and meets the ISO 9001:2000 standards. Reference: www.brother.ca/en/compnay/certifiicates

25

Another goal of the company is to be eco friendly not in the way they run their operations but as well as with the products they supply to consumers and businesses. This is done through various ways by Brother Canada. The "5R" Concept The 5R concept was developed by the Brother Group in Nagoya, Japan. Globally, it represents five environment-conscious words starting with the letter R, and the notion of 5R is the keyword for environmental activities at Brother.

Refuse Avoid purchase of environmentally burdensome materials whenever possible. Reduce Reduce waste material. Reuse Reuse waste material without processing. Reform Reuse materials in a different form. Recycle Reuse materials as resources.

Brother Canada has launched many new environmentally friendly activities through this concept which affects the products they supply : - 2007 launched the cartridge collection programs for toner supplies recycling- the aim of this is that they are still part of the product even at the end of the product life cycle and they are being conscious of the environment- there overall goal is to be environmentally friendly over the life of the product from beginning to end - Several of their products including printers and printer accessories are registered under the Energy Star program - ISO 1400:2004 certified- this is the global standard for environment management - Member of the not for profit organization: Electronic Products Stewardship Canada (EPSC) which works to design and promote and implement solutions for electronic waste problem Reference: www.brother.ca/en/company/enviornemnt/  II Price

26

3 main pricing points for their printers 1. Under $200- aimed at regular consumers and home office consumers 2. $200-$400- aimed at business & home office consumer 3. $400 and up- aimed at business consumer(Corporate/IT/Public Sector) 4 main pricing points for Multi function centers ( print/copy/scan) 1. Under $150- home consumer and home office 2. $150-300- home office consumer 3. $300-$500- home office and business consumer $500 and up- business consumer Reference: www.brother.ca

III. Promotion

Reference: http://www.brother.ca/index.asp

27

Category

Product

Start Date

End Date

Amount

Fax Machines

FAX-1360

02/01/2008

02/29/2008

$ 20 OFF!

Laser Printers

HL-4040CN

01/01/2008

03/31/2008

$ 50 OFF!

Laser Printers

HL-2040

01/01/2008

03/31/2008

$ 20 OFF!

Laser Printers

HL-4050CDN

01/01/2008

03/31/2008

$ 80 OFF!

Laser Printers

HL-5250DN

02/01/2008

02/29/2008

$ 60 OFF!

Multi-function Centers

MFC9440CN

02/01/2008

03/31/2008

$ 70 OFF!

Multi-function Centers

MFC5460CN

02/01/2008

02/29/2008

$ 40 OFF!

P-touch ®  labellers

PT-80

02/01/2008

02/29/2008

$ 20 OFF!

P-touch ®  labellers

PT-1010

02/01/2008

02/29/2008

$ 25 OFF!

P-touch ®  labellers

PT-1280

02/01/2008

02/29/2008

$ 30 OFF!

P-touch ®  labellers

PT-1880

02/01/2008

02/29/2008

$ 20 OFF!

P-touch ®  labellers

PT-2700

02/01/2008

02/29/2008

$ 30 OFF!

P-touch ®  labellers

QL-550

02/01/2008

02/29/2008

$ 50 OFF!

Reference: http://www.brother.ca/en/company/show_promos.asp

Appendix G – Brother and competitors positioning strategy

28

Market Positioning There are 5 main competitors in the Canadian market and they are Canon, Xerox, HP, Epson and Dell. The main factors these companies position themselves on are as follows Canon- their main brand position is based on how ―quality products create loyal products‖. 16 Their positioning is Quality positioning. Xerox- Main positioning is that they are helping people a better way to do their work, they are using benefit positioning. And the core benefits they are focusing on are quality. (Refer to Appendix) HP- their campaign ―What do you have to say‖, focuses on getting their consumer  involved in with the HP brand. Their main positioning is based on that Hp offers the technology needed for consumers business and life. Their positioning is based on benefits that their products can provide for consumers. There does not seem to be any real focus on quality. 17 Epson- With their ―Epsonality‖ Campaign, focusing on consumer’s creativi ty and linking that to finding the best printer for their needs. Main brand positioning is focused on benefit positioning which protrays that Epson is an innovative brand that is easy to use- this links to Epson having quality products that aligns to consumer needs; this is the benefit of their product. (Refer to Appendix) Dell- their main advertising is focused on how they provide innovative technology and services. Their main brand positioning method is Benefit Positioning, as their products offer specific benefits to product users. Figure 1

High Quality Canon Low Benefits HP

Brother Canada

High Benefits

Dell

Low Quality

Brand Positioning

16

http://www.canon.ca/english/c-canoncaorg.html

17

http://www.hp.com/hpinfo/newsroom/hpads/ 

29

There are two main factors that Brother Canada would focus on in the new campaign. When it comes to the new campaign the main goal of Brother is to convince people that when they think of a printer or printer accessories the name that should pop into their minds is Brother. As well Brother needs to think of what will make that happen and why Brother printers is a distinct product from the competitors, what makes Brother better. This new campaign is to convince people with home offices that printers and printer supplies which are a key to the office do not have to be over the top expensive to be good, that there are affordable products that still have high quality. As well another goal for Brother is to attract new consumers that one does not have to be a genius to use printers, that they can be as easy as pressing a button. The main focus is that when it comes to consumer’s, they want products that are reliable and simplistic to use in this already hectic technology era and they want a product that will last and live up to its promises. From this it can be derived that the main factors that Brother will position itself on is reliability and quality. (Figure 2 displays positioning map) Figure 2

High Reliability Brother Canada

Low Quality

High Quality

Low Reliability The opportunities of developing an improved brand positioning decision is that Brother can maintain existing consumers and attract new consumers by showing them that reliability and quality are affordable. As well, this positioning is still part of the existing positioning that Brother has as this campaign will continue to focus on Brother’s ―At your side‖ tag line which links to the larger emphasis on reliability (as at your side means that Brother is there when consumers need them and is something that works whenever needed) which in hopes will help portray to consumers that they are getting the value they want from the product and more and also set a competitive advantage over the competitors. The main attributes and benefits for Brother will be reliability of the brand and product and the simplicity or ease of use which is to be linked to quality and last of that it is cost efficient, therefore affordable. As well, with the tag line ―At your side‖

30

there is a focus of community building for Brother products users and that there is a support system for consumers. Positioning Methods

Brother Canada has 3 main factors that it will position itself on:  Benefit – easy to use, reliable and environmentally friendly. 

Quality/Price- has a high quality product that is dependable (linked with benefit) but still affordable



Competitor- not going to mention the exact competitors in ads but will have a subtle comparison

Brother Canada will use Benefit Positioning as this is the best way for them to answer consumer questions. When future consumers are thinking of a solution for their basic printing needs for their home office or corporate, Brother Canada will aspire to be that solution. These consumers should know the benefits of Brother Canada’s, which then can be limited to their needs and concerns. By fol lowing the benefit positioning, a sense of quality is made which is a huge factor for Brother, so quality will be expressed as superior compared to their competitors. With using benefit positioning, consumers will start to see Brother Canada as a premium solution which uses quality attributes to provide the best results but still cost efficient. This perceived value should be derived from pre-purchase and post purchase service provided by the various retailers and via the Brother website which will also offer consumers of Brother products not only to be known as consumers but also to be part of the Brother community. Lastly, with competitor positioning Brother in a very subtle was will imply how other brands (with no mention of any names) are not easy to use but rather frustrating which in turn will show that they are not reliable. What ends up happening with these factors of brand positioning is they all link to one another, in a way creating a matrix that every factor is important to one another and that each factor creates another benefit for the consumer, showcasing that Brother products are a well rounded product.18 About Xerox Canada

About Xerox Canada Xerox Mission Statement

Our strategic intent is to help people find better ways to do great work -- by constantly leading in document technologies, products and services that improve 18

Belch, Belch, Guolla. Advertising & Promotion. Textbook. Pages 120-129

31

our customers' work processes and business results. Xerox Values

Since our inception, we have operated under the guidance of six core values:      

We succeed through satisfied customers. We value and empower employees. We deliver quality and excellence in all we do. We provide superior return to our shareholders. We use technology to deliver market leadership. We behave responsibly as a corporate citizen.

Business

Xerox Corporation offers an array of innovative document solutions, services and systems -- including color and black-and-white printers, digital presses, multifunction devices and digital copiers -- designed for offices and production printing environments. It also offers associated supplies, software and support. Employees

Xerox Canada employs over 4,500 employees nationally and has indirectly created thousands of jobs across Canada, in the printing and document management industry. Offices

Xerox Canada’s head office is located at 5650 Yonge Street in Toronto, Ontario. The company also maintains regional offices across Canada and in major cities such as Vancouver, Calgary, Edmonton and Montreal. Additionally, Xerox has a centre in Saint John, New Brunswick that handles customer inquiries and calls for remote technical or on-site service from across North America; and The Xerox Knowledge Centre, located in Halifax, Nova Scotia, which is comprised of two operations: the TeleWeb Centre, which focuses on sales of Xerox equipment and services; and the Welcome Centre, which focuses on the delivery of technical product support. Xerox Research Centre of Canada is located in the Sheridan Science and Technology Park in Mississauga, Ontario. XRCC has a worldwide reputation in materials research and is home to 11 other major industrial research centers. Reference: http://media.xerox.ca/backgrounder/  News Release 

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FOR IMMEDIATE RELEASE

Contact: Karen Gumbs Cohn & Wolfe (416) 924-5700 x4090 [email protected] PERSONALITY AND PRINTING HABITS POWER EPSON’S NEW INTERACTIVE CAMPAIGN TO MATCH INDIVIDUAL CREATIVE NEEDS WITH PRODUCTS “Epsonality” Campaign Assigns Personality Traits to Products Giving Consumers a Fun and Easy Way to Se lect A Printer That’s Right For Them TORONTO, ON. – November 22, 2007 – Our personalities define who we are, what we do, and ultimately, how we express ourselves. Recognizing how personality relates to printing requirements, Epson Canada, today unveiled the first personality-driven approach to educating consumers how to best align their individual creativity and printing needs with the right Epson product. Called ―Epsonality,‖ the new marketing approach is designed to help custom ers cut through the confusion of model names and specifications to determine the printer that best meets their needs by inviting them to discover their Epsonality. Epsonality refers to the unique creativity in each person and matches the company’s innovative printer attributes with various personality types and printing behaviours. At the core of the program is an interactive web site, www.epsonality.ca, where customers ranging from business professionals to creative consumers can get information about the Epson product that best addresses their individual printing requirements. For consumers who want additional help determining the right product for them, the Epsonality site features a fun and easy interactive quiz to help consumers establish their printing personas. After identifying their Epsonality, the web site gives the consumer the option to buy that printer, purchase it as a gift for someone or put it on a wish list for others to consider this holiday season. Epson Canada Launches Epsonality Campaign Page 2 ―Our products target a wide variety of customers ranging from the techno -savvy to the inventive type, but all of our customers have a need to express their creativity,‖ said Tamara Walsh, marketing manager, Epson Canada. ―We are inviting consumers to take a more active experiential role with not only the Epson brand, but also our individual products. Rather than simply looking at features, we want our customers to see their printer a little differently and understand how certain products best meet their needs.‖

The Epsonality brand messaging will be communicated through an integrated campaign that includes radio, print, and online components in playful exchanges that reveal a consumer’s Epsonality. To discover your Epsonality please visit www.epsonality.ca.

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About Epson Canada Epson offers an extensive array of award-winning image capture and image output products for the consumer, business and graphic arts markets. The company is also a leading supplier of value-added point-of-sale (POS) solutions for the retail market. Epson Canada Limited is a wholly-owned subsidiary of Epson America, Inc., which is the U.S. affiliate of Japan-based Seiko Epson Corporation, a global manufacturer and supplier of high-quality technology products that meet customer demands for increased functionality, compactness, systems integration and energy efficiency. Epson Canada Limited is headquartered in Toronto, Ontario.

Reference: http://www.epson.ca/cgibin/ceStore/EditorialAllAnnouncements.jsp?BV_UseBVCookie=yes

Appendix H – Storyboard and Print Layout

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Print Advertisements

The two print advertisements for Brother Printers are magazine oriented with a both a humorous and informative format to utilize this particular media to its up most potential. The decision to do this type of print ad is based on the fact that Brother’s objective for this campaign is brand awareness and to stand out from the clutter that most magazines have with advertisements Brother will have to be different. The optimal form for achieving the brand awareness aspect of the campaign is to get the attention of consumers and a humorous and informative advertisement can accomplish this for Brother. The print campaign will take place in national magazines across Canada that reach the large markets of Toronto, Vancouver, and Montreal that the campaign has targeted as being important for increasing brand awareness. The print advertisements will continue to follow the ―Frustrated?‖ teaser format in a similar style. The headline’s of the ad’s announce that the ad’s are one of many frustrations of printing as it is numbered and titled with the particular frustration that will be demonstrated in the ad. The ad’s then will expand into revealing that Brother Printers is the solution to the consumers printing frustrations. The first ad ―Frustration 7 - The Paper Jam‖ is an interesting take on what consumers often have to deal with when there paper jams in their computer and they have to pull it out which usually results in the paper being crumpled and torn. The subhead announces what the ad is about ―Life is frustrating... printers can be too‖ and this is the slice of life that the ad is trying to communicate with the torn paper image. The body copy is short but is a general informative statement that reveals that while printers can be frustrating, Brother Printers are reliable and easy to use and are the

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solution to the printing problems for consumers. The ad also has a product shot and includes the campaigns website www.whatfrustratesyou.com where consumers are informed that if they share their printer ―horror‖ stories then they enter themselves into a contest for a free Brother printer or grand prize of $10,000. The consumer insight is that the printing malfunctions that usually occur for them can be resolved by using a more reliable and easier to operate printer and that Brother is that printer company that can offer them the solution. The second print advertisement ―Frustration 36 - The Ink Splatter‖ follows a similar  format but is meant to be more humorous. The headline again announces the particular frustration involved and then the picture depicts in a humorous way the frustration of an ink splatter. The subhead explains briefly the actual humour that the ad is depicting by telling the reader that the picture was printed but the ink splatter ruined the photo and did so in a way that would make others feel uncomfortable or laugh at the image. The body text is also much simpler than the previous ad but still discusses that Brother Printers can solve printer problems because it is easy to use and reliable. Following the first ad’s format the ad also includes a product shot, the campaign website and the contest offer for consumers. The consumer insight for this ad is again similar to the previous in that as a consumer the problems that printers make to complicate life can be solved with a printer that is reliable and will not ruin the things that the consumer wants to print.

Appendix I – Integrated Communication Plan 36

1. Teaser Campaign 

As a precursor to our IMC campaign, we plan to launch a teaser campaign to generate buzz and curiosity amongst our target audience. This teaser campaign will commence one month prior to the launch of our actual advertising campaign. The campaign will see ads being executed primarily through the use of out-ofhome advertising including billboards, transit shelters, buses, as well as subway cars. We also plan to utilize the radio as we believe that it will provide a good geographic reach of our target audience on their daily commute to and from work during the work week, as well as enhance the probability of multiple exposures to our ads in a given day. Central Theme 

The central theme of the teaser campaign will be based on the same theme that will make up our IMC campaign: printer frustrations. Each teaser ad will be based on a one-word question: ―FRUSTRATED?” The vagueness of this question is intentional, as it will ultimately allow the audience to determine what the ad truly means. Furthermore, we have strategically decided to locate/place these teaser ads in locations that may yield higher than average levels of frustration amongst our target audience members. This will include billboards being placed in hightraffic metropolitan areas such as highways which, during rush hour can lead to increasing levels of frustration for commuters. We also plan to use the backs of buses to display our ads, which will also increase effectiveness of the message due to the frustrating nature of being stuck behind buses during a daily commute to or from work. Subway cars will also be used to display our ads as thousands of commuters utilize the subway to get to work every day of the work week. Transit shelters will also be utilized in this campaign, as the wait for buses amongst hundreds of commuters can add to the effectiveness of the ad while they wait for their ride. Furthermore, transit shelters can also reach large amounts of commuters who may commute to work by car as the ad will also be quite visible from the road due to the bright white background and clear dark blue text in the forefront. Our use of radio ads will also be integrated into this campaign as well, since target audience selectivity can be effectively achieved through this medium. Ads will also be aired during rush hour times, which increase the chances of target audience members being exposed to these ads as well as the outdoor ads during their commutes to and from work. The purpose of our teaser ads  Outdoor/Transit : All of our outdoor and transit teaser ads will consist of a large headline stating ― FRUSTRATED?‖, which will essentially be used to attract the target audience’s attention as they drive past. By having a bright white background and large, simple, dark blue text, we hope to increase effectiveness of captivating the audience. The question itself is very general and vague as it will allow for the audience member to evaluate its meaning on their own. If executed correctly, most audience members will have some sort of frustration to complain about, particularly 37

rush hour traffic in this case. The headline is in the form of a question, basically asking if the target audience member is frustrated, but does not get into specifics on the matter. The copy body just below the headline will be markedly smaller in size, and is ultimately meant to provide some sort of solution to the frustration that is provoked by the headline. The copy in each ad however, has been strategically cut off so that no ―real‖ solution to the frustration can be revealed. The methods of  cutting off the text for each ad will be consistent with three of the most common types of printer frustrations that are often faced by printer users, those being: 1) having ink splattered on the paper making the final few words of the solution illegible, 2) portraying the event of a paper jam by having a rip down the page, giving the illusion that the rest of the paper (solution) has been ripped off, and 3) having the last few words of the solution smudged/smeared, which will give the illusion that the text has been streaked by ink in the printing process. The concepts for these outdoor/transit teaser ads are presented as follows: Teaser Concept #1: Ink Splatter Effect

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Teaser Concept #2: Paper Jam Tear

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Teaser Concept #3: Streaking Ink

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Teaser Concept #4: Ad plus microsite URL

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Radio: The central idea behind the outdoor/transit teasers will be translated into a verbal radio teaser ad, but rather than having text from the print ads cut off, the verbal solution element will be inconveniently  drowned/cut off by the many frustrating/irritating sounds of the road such as car horns blaring, engines roaring

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etc. Once the sounds come to a stop, the radio commercial concludes with a voice conveniently asking: ―Frustrated?‖ ( Please refer to the Radio  folder of the “Media File” to listen to the mp3 of this radio teaser ad) The nature of this creative idea is to ultimately ad to the frustration that the audience member may be experiencing at the time, as they will be left in the dark as to what exactly the ad is really saying or what it is really all about. Thus, curiosity and buzz is born, as audience members will be asking themselves what the ad was really about but will have no idea how to find out since no other information will be available to them until the final week of the teaser campaign. It is at this time that each outdoor/transit ad will be replaced by the same exact ad  just with the sudden addition of a link to the IMC campaign’s microsite. This final week of the teaser campaign will ultimately be the transition period between the teaser campaign and our actual ad campaign.

The Microsite: www.whatfrustratesyou.com 

This site will ultimately be the ―hub‖ of our IMC campaign, as it will be the major touch point that every ad will refer to for additional information on the campaign as well as the Brother line of home-office printers. www.whatfrustratesyou.com will act as the major source for information, as well as the place where our sweepstakes

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will be made possible. A major tenet of our IMC campaign lies in this microsite as it is the place where individuals can submit their own ―printer horror stories‖ for their  chance to win their own Brother home-office printer, as well as other prizes which includes having their printer frustration story being used as the basis for a subsequent commercial ad. It is with utmost importance that the microsite be designed and developed to: 1) maximize levels of interactivity between the viewer and the site, 2) create a high degree of stickiness to keep the visitor intrigued so that they stay logged on to the site longer, and 3) be extremely easy to navigate. The microsite will have five pages (not including the homepage), which ultimately serve their own distinct purposes. These pages are briefly identified and summarized as follows: 1) Share Your Story:  On this page, visitors can submit their own printer horror stories and ultimately enter into the sweepstakes activities that will be taking place over the course of the IMC campaign. Upon submitting their stories, visitors are asked to provide their names and to fill out their demographic information including their age, sex, and geographic location. This page will also ask the visitor to provide their e-mail address and will be asked how they found out about the website or the campaign (ie through a friend, over the internet, from ads etc.). This can ultimately help us in our attempts to measure the effectiveness of our ads. The page will also include an opt-in section, where visitors can opt-in to receive promotional e-mails and/or newsletters for future promotional activities. By providing personal information, we can gain a better understanding of each customer and can therefore interact with them through direct marketing activities in the future. This will be a good way to begin building customer relationships for future CRM initiatives. On submission of their printer horror stories, visitors will receive a confirmation e-mail verifying that they have been automatically entered into the sweepstakes. In this e-mail, participants will also be asked to save the confirmation for future reference and proof of submission should their number be selected as the sweepstakes winner. To eliminate the chance of repeat entries into the sweepstakes, security measures will be taken which will include a limit of 1 entry per e-mail address, and a maximum of 3 submissions per IP address, since more than one family member may submit their own personal story through the same computer. 2) Read Stories:  This page allows visitors to read the printer horror stories that have been submitted by other sweepstakes entrants. 3) Our Printers:  This page will be designed essentially to inform and educate the viewer on the Brother line of home-office printers. Upon the selection of this page, Polaroid-style pop-ups will appear in the center of the screen, which will each provide visual images, product information and specifications pertaining to a particular printer/model, as well as information on where they can be purchased, how much they cost etc. This page offers tremendous opportunity for the navigator to interact with the site, as they have complete control over which page they wish to view at any particular 44

point in time. Also, the way in which each selected pop-up skims its way to the front of the pile creates a visually stimulating experience for the visitor which in turn enhances site stickiness. 4) Our Campaign:  The purpose of this page is to inform the visitor on the campaign itself. This includes a brief history behind the campaign which addresses the reasons why we chose this campaign, its central theme and message, as well as a brief overview of the creative ideas behind the campaign. This page will also include sections where the viewer is given the opportunity to watch some of the TV ads used in the campaign, view some of the campaigns print ads, listen to mp3’s of the campaigns radio ads, as well as read various testimonials/editorials/publications regarding the campaign. 5) Tell a Friend:  This page does not consist of much content, but it does provide the visitor with the opportunity to e-mail a friend with a link to the site so that they can experience it and be given their own opportunity to enter into the sweepstakes. Sweepstakes 

Our sweepstakes for this advertising campaign will offer participants the chance to win their very own Brother home-office printer courtesy of the company. 10 brother printers will be up for grabs in this sweepstakes activity, as well as a grand prize of $10,000 for recent Brother Printer purchasers. The grand prize of $10,000 will only be available to those who purchase a Brother printer within the time period of the campaign. This aspect of the sweepstakes is a sales promotion to build demand for Brother Printers and generate higher sales volumes in a short time frame. This sales promotion is essentially targeted towards consumers that are in their information search or evaluation of alternative stage in the decision process, and will be an effective way of inducing consumers to choose Brother Printers over those of competitors. On the purchase of a Brother printer, consumers will be asked for their name, address, location, as well as their e-mail address for future promotional activities. They will then be given a confirmation code and will be told to monitor the microsite and their e-mails to see if they have won the grand prize. At the conclusion of the campaign, one of the names on a list of participants will be selected at random to decide the winner of the grand prize. A congratulatory e-mail will then be sent to their e-mail address asking the winner to respond with their personal information as well as their confirmation number to verify their status as the true winner. The sweepstakes will be promoted through each of our IMC channels, as well as through each of our advertisements during the campaign. Every ad in the campaign will provide sweepstakes information as they will direct the audience to the microsite (www.whatfrustratesyou.com) where they can learn about and enter into the sweepstakes (Please refer to any of our advertisements whether it be print, radio, or television for examples ). 45

How to enter:  To enter into the sweepstakes to win a Brother printer, participants are required to log onto www.whatfrustratesyou.com and sign up by entering their personal information in the ―Share Your Stories Page‖. Once all required information fields are filled out, the participant will then be given the opportunity to enter their printer horror story onto the website. Once the story has been submitted, a confirmation e-mail will be sent to the participant consisting of a verification/confirmation number. The participant will be asked in the e-mail to take note of the confirmation code as it will be used as proof of submission and will also be required to redeem the sweepstakes prize should they be fortunate enough to win. At the end of the advertising campaign, 11 lucky winners will be chosen at random and announced on the website (10 will be winners of the printers and 1 for the grand cash prize). Winners will also be sent congratulatory e-mails along with a request for their confirmation number for proof of submission to make sure that their codes match the winning confirmation numbers selected. The sweepstakes itself will cost Brother $10,000 dollars as this will be the amount offered by the company as the grand prize. Printers will be provided courtesy of Brother and will be of no cost for the company. that will be received from consumers sending in their ―printer horror stories‖ a wide database will be collected of demographic and lifestyle information as well as interesting recaps of consumer’s dreadful printer  stories. Eventually TV, print and radio ads of printer situations will be created where at the end of a broadcast commercial will say ―this is a true printer story‖ or  at then bottom corner of a print ad. This will give Brother an image of caring and relating to consumer’s needs and problems in regards to printer malfunctions.

2. Radio 

The radio ads will be included in both the teaser and standard campaigns; consisting of radio static and other noise of frustration where the ad will be hard to understand. The purpose of this is to force the listener to surpass his or her frustration and curiosity. The teaser will not say what the ad is for or the company and contacts that created it. Eventually consumer’s curiosity will be nourished with only half the signature frustration noise for the teaser ad followed by standard promotions for Brother and the microsite during the standard campaign. Time of day: 6AM-8AM (morning rush) 4PM-6PM (after-work) Age group: 18-34 % of weekly reach for age group Home: 60% Auto: 75% Work: 28% Note  – teaser and standard ads will be concentrated towards automobile  reach 

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Station Profile Call Letters: CHUM FM Format: Adult Hits Dial Position: 104.5 www.chumfm.com BBM S4 2007 - Toronto / AP12+ / Mon-Sun 5a-1a

Music Line Up Nelly Furtado Rihanna Nickelback Justin Timberlake Fergie Bon Jovi Suzie McNeil Timaland Madonna Maroon 5

Station Update •

•

•

Chris Biggs hosts The Sound Lounge Mon-Fri 7pm-11 pm and live to air every Friday night from CLounge. Richie Favalaro is live every Saturday night from The Court House. John Woodlock hosts weekends.

Demographic Profile Age/Gender: CHUM FM has a full cover reach of almost 1.2 Million Adults 25-54: 71% Adults 25-49: 63% Female: 60% / Male: 40% Post-Secondary Education: 71% Education: University / Post Graduate Education: 44% HH Income: $75,000+: 51% $100,000+: 32% $125,000+: 18% 3+ people: 74% HH Size: 4+ people: 55% Children <12: 34% (index 138) Occupation: OMPs: 33% Clerical, skilled sales, skilled service, service worker

Lifestyle Profile Do aerobics, xcountry ski, cycle, downhill ski, garden, hike/camp, play hockey, in-line skate, play racquet sports, yoga and Pilates and regularly go to the spa. Rent videos/DVDs, eat out at family, fast food, chicken, pizza, burger and sub/sandwich restaurants, go to movies, nightclubs, professional sporting events and regularly go amusement/ theme parks. They go to an art gallery/museum, have attended a ballet performance and try their luck at the casinos. Homeowners: 55% Home: Home improvement Spending: 59% Home improvement spending $20,000+: Index 114 Camera equipment, women ’s/men’s/children’s clothing, Spending: computer equipment, electronics, sporting goods, video systems/games, vacations and new vehicles. Investments: RRSPs: 59% RESPs: Index 141 Mutual Funds: 46% On-line Banking: 62% Activities:

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Full Coverage Reach = 1,166,300

Toronto CMA Reach = 885,800 8.6

10.0 10.8

19.1

22.7 28.7 Teens

18-24

25-34

88,300

95,900 201,400

10.0%

10.8%

35-44

45-54

55+

254,500 169,800 75,900

22.7%

28.7%

19.1%

8.6%

AUDIENCE PROFILE Male Male – 40%  – 40% 18-49 18-49 -- 73.5% 73.5%

• • •

• • • • • • • • • • • •

• • • • • • • • • • • •

//

Female Female -- 60% 60%

25-44 25-44 -- 51.4% 51.4%

25-54 25-54 -- 70.5% 70.5%

Owner, Owner, Manager, Manager, Professional Professional

33.4% 33.4%

Post-Secondary Education Post Post-Secondary Education College College University University Degree Degree University/Post University/Post Graduate Graduate

71.1% 71.1% 26.8% 26.8% 22.0% 22.0% 44.3% 44.3%

HHLD HHLD Income $ 60,000+ 60,000+ HHLD HHLD Income $ 75,000+ 75,000+ HHLD HHLD Income $100,000+ $100,000+ HHLD HHLD Income $125,000+ $125,000+

62.0% 62.0% 50.6% 50.6% 31.8% 31.8% 17.8% 17.8%

Source: BBM S4 2007 - Toronto CMA

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EWS & TRAFFIC 49

SPONSORSHIPS

Major Opening ID Monday – Friday, 5:30am, 6:30am, 7:30am, 8:30am, 4:30pm 5:30pm & 6:30pm Minimum 5 occasions weekly rotating through all times  Accommodates only 30-second creative --- $4,200 Weekly (5 x)

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News Opening ID Monday – Friday, 6:00am, 7:00am & 8:00am Minimum 5 occasions weekly rotating through all times  Accommodates only 30-second creative --- $4,250 Weekly (5x)

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Traffic Reports CHUM FM brings you important, up-to-the-minute Traffic Reports, Monday through Friday, every week. Traffic Package: $2,175 Weekly (5x)

 Available in multiples of 5 Reports weekly rotating Monday to Friday x 13 weeks. Opening intro, Report and 8-10 second tag.  All sponsors to rotate fully through the following Reports: Morning Drive*: 5:15am, 5:50am, 6:12am, 6:50am, 7:12am, 7:50am, 8:12am & 8:50am  Afternoon Drive*: 3:50pm, 4:44pm, 4:59pm, 5:44pm, 5:59pm, 6:44pm & 6:59pm *Times are approximate.

3. Future campaign plans

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The eventual purpose of the integrated marketing campaign for frustrated  as well as the CRM building through the microsite is to launch the story of a printer  campaign. Through the promotions and sweepstakes 4. Out-Of-Home/Guerrilla Marketing

Two months into the regular campaign (starting in November) and lasting a month for promotions, there will be a small additional spot on TV and Radio ads to mention a ―throw -out-your-old-printer-day‖ and for consumers to go on the microsite for full details of the special promotion. Since Brother is slanted towards eco-friendliness, the company will offer to pay the city of Toronto and Vancouver to collect printers in addition to regular garbage from individuals who choose to participate during a specific garbage week. On the side of the garbage trucks, a large sign with the word ―frustrated?‖ printed with a Brother logo clearly represent the company behind the promotions. This mini-PR campaign will be set to show consumers that Brother caters to their environmental consciousness, and raise more awareness through this semi-guerrilla tactic. COST: Figures are based on Transit prices of Bus board ads with the same GRPs (50) with 238 panels and an extra 30% mark-up and assembly cost from municipalities since it is not a standard advertising vehicle as well as a $50 additional space cost per garbage truck for the extra printer space. A 2-color 3ftx8ft vinyl banner will cost roughly $85 (www.buildasign.com). $77,350 (cost) / 4 (one week out of the 4 weeks) + 30% (mark-up) + $11,900 ($50 x 238 panels) + ($85 x 2 sides x 238 panels) = $ 75,565

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