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BLUE
Advertising Plan

BUS 317: Introduction to Advertising

Ashford University
Mrs. Suzanne Humphrey
12/3/2015
Plan Timespan: June 1st 2017-Jan 1st 2018

Deltac Corporation
Dwight Donahue
Emmanuel Marcos
Leslie Marvin
Talia Rossi
And
Corrine Hubbard
T ABLE

OF

C ONTENTS
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Contents
A GENCY P HILOSOPHY ................................................................................................. 3
E XECUTIVE S UMMARY ................................................................................................. 3
R EVIEW OF M ARKETING P LAN .................................................................................... 3
C OMPANY S NAPSHOT ................................................................................................. 5
P RODUCT R EVIEW...................................................................................................... 7
C OMPETITIVE R EVIEW ................................................................................................ 7
B UYER A NALYSIS ...................................................................................................... 10
SWOT...................................................................................................................... 11
M ARKETING G OALS .................................................................................................. 12
T ARGET M ARKET ...................................................................................................... 12
P ROMOTIONAL P ROGRAM S ITUATION A NALYSIS......................................................13
P OSITIONING AND C AMPAIGN T HEME .......................................................................14
C REATIVE R ECOMMENDATIONS .................................................................................15
A DVERTISING M EDIA R ECOMMENDATIONS ...............................................................17
S ALES P ROMOTIONS R ECOMMENDATIONS (C ONSUMER )..........................................17
S ALES P ROMOTIONS R ECOMMENDATIONS (T RADE ).................................................18
D IRECT M ARKETING R ECOMMENDATION ...................................................................19
I NTERNET /I NTERACTIVE R ECOMMENDATIONS ...........................................................20
P UBLIC R ELATIONS R ECOMMENDATIONS ..................................................................22
B UDGET S UMMARY ................................................................................................... 22
T IMETABLE ................................................................................................................ 23
C ONCLUSION ............................................................................................................. 23

AGENCY P HILOSOPHY
Deltacs mission is to promote fast, reliable, and easy comfort for a regular household product.
This includes combining different systems: alarm clock, radio, wireless charging station, online
streaming holographic monitor, and lamp light into one convenient product that puts all
consumer needs in one place, BLUE. BLUE also incorporates built in lights that prevent the
overuse of blue light which can reduce the levels of melatonin produced that all people require
for sleep. The philosophy behind this approach is to create a product that can safely sit beside the
consumers bedside and promote restful sleep as opposed to competitor brands.

EXECUTIVE S UMMARY
BLUE is a unique and innovative device that converges several technologies into one convenient
package. The primary consumer target market for BLUE are college students, with young adults
between the ages of 20-30 being a secondary target market. While the focus of this product is on
consumers, some trade target markets include colleges and universities (to further reach students)
as well as offices and other large modern organizations. The time period of this plan is set in
2017-2018. Specifically, back-to-school promotions span through June to August and holiday
promotions are taking place in November. Evaluation will take place in October and January for
each respective campaign. Primary mediums that are planned to be used include internet
platforms such as a product website, Facebook, Twitter, Instagram, and YouTube. Additionally,
television, radio, and in store advertising will be used. The main objectives of this plan are to
increase awareness of BLUE to the target market, gain a 10% market share within the 3rd
quarter, and help the product evolve from the introduction stage into the growth stage. Our
slogan is BLUE lets you be you. The budget for this plan is $500,000 and broken down as
follows: $225,000 toward social media ads (45%), $100,000 toward YouTube ads (20%),
$75,000 toward PR costs (15%), $50,000 toward print/instore ads (10%), and $50,000 toward
radio ads (10%).

R EVIEW OF MARKETING PLAN

Industry Background
Sizes: The industry of video projector is 5 billion in the USA of market share!
Growth: The industry of video projector has been around since 1979. Since then it has been
growing every year by a million a year.
Current Trends: A lot new projectors have been coming out with 720, 1080, and now even 4k
capabilities. A lot of promotions on new projectors come with a bundle.

Microenvironment Factors and Issues: A lot of the projectors are used in schools. Sometimes
they dont always work. Most of the video projectors are not good for the eyes when watching
for a long time. Bulbs eventually burn out and are expensive to replace.
Anybody can use a projector, especially the younger generation. A lamp projector will be an
innovation to the market in the USA.

COMPANY S NAPSHOT
Brief Sketch:

Place in the Industry (size, growth, and image)

Deltac is a new, fast pace company initiating partnership with Ikea. This allows for customer
recognition and acceptance for the product as Ikea has a level of customer quality and
satisfaction to uphold. By promoting a new product within their store, customers will know to
trust the products they find. This way, BLUE will increase in popularity for the more people who
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see, buy, and review the product will use all sorts of media to replay the benefits BLUE brings to
the target market.
Resources
Some resources include partnerships with different companies to help promote the product,
different agencies that can make BLUE for a reasonable price, and research teams that continue
finding new ways to update/renovate the product for the consumers wellbeing.
Organizational Structure
A formal system of task and reporting relationships that coordinates and motivates organizational
members so they work together to achieve organizational goals. Deltac will promote the use of
Product Structure, which is when managers place each distinct product line or business in its own
self-contained division. Divisional managers then have the responsibility for devising an
appropriate business-level strategy to allow the division to compete effectively in its industry.
This will promote effectiveness and efficiency throughout the company as industry goals are
being met and spread throughout the market.
Product Line
The company's product line will be structured around a Product Team Structure. This is when
employees are permanently assigned to a cross-functional team (a group of managers brought
together from different departments to perform organizational tasks) and report only to the
product team manager or to one of his direct subordinates. Benefits of this type of system is it
increases communication between employees and managers in order to ensure company
standards and goals are being met.
Sales History
BLUE is a new product that is already getting great reviews. Customers are enjoying the many
different features this product has to offer as well as the multiple systems tied into one
conveniently designed bedside lamp.
Target Markets
College Students
People in their early 20s
People living in small living quarters
Market Shares
Deltac is invested within Ikea to promote and sell the new product. This also means Deltac has a
share within the company and profits from any sales distributed from Ikea itself. However,
because BLUE has multiple features that incorporate different brands within the product, Deltac
will also have shares from Netflix, Hulu Plus, Amazon Prime, and Pandora.
Positioning
Deltac will advertise BLUE through social media (Facebook, twitter, Instagram) and YouTube.
This way, the company will reach their main target audience through the most used medium for
message delivery. Social media also allows consumers to like or share the product with friends,
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family, and the public. This way, a wide range of people can be reached within the convenience
of the internet on any device (laptop, cellphone, TV). Once the marketing plan is in motion for
social media, Deltac will also be able to market their product through Ikea itself. This means in
store advertising, coupon booklets, brochures, and so much more.
Current Marketing Mix
Price: $400
Product: BLUE, a bedside lamp with multiple features including holographic format for
watching television, wireless charging stations, radio, and light.
Promotion: Social media (Facebook, twitter, Instagram) and YouTube, website, television, radio,
and in-store
Place: BLUE will be sold in Ikea and can also be found on the company's website

PRODUCT R EVIEW
BLUE is an innovative technology that doesnt have to look like a piece of technology. At first
this product looks like an ordinary lamp but has technology that allows it to be more than just a
lamp. BLUE has an innovative hologram screen that allows the consumer have many different
functions.
BLUEs capabilities include the following,

Digital TV
YouTube
Netflix
Hulu Plus
Other Partnering streaming video sites
clock/alarm clock
AM/FM radio
Docking systems for IPhone and Android to play music or charge
Other apps available for this technology
With all of these functions the best feature that is offered is the being able to declutter a
small space by having one lamp that can function as a multipurpose item. BLUE eliminates
needing to have separate phone charger/docking speaker system, alarm clock, radio, lamp, TV,
all on a desk or bedside table. The hologram is easily moved around to create a customizable
screen where you want it. The screen is there when you want it, and then gone when you are
wanting tranquility and simplicity. Having a non-clutter space allows for a person to think
clearly when they just want to have distractions.
For those who like to have a TV in the bedroom BLUE has the leading innovative blue
light technology the hologram screen will not harm your sleep patterns like an ordinary TV can.
The screen will take the blue light out of the screen that can cause issues when a person is trying
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to sleep. The blue light technology will help consumers fall asleep without being disturbed by
their TV.

COMPETITIVE R EVIEW

Direct and Indirect Competitors

Direct Competitors
Media streaming devices, such as Roku devices
Indirect Competitors (or substitute products)
Smart Televisions
Smart Devices (phones, tablets, etc.)
Projectors
Computers
Game Consoles
Key Competitors
Roku
Amazon Fire TV
Chromecast
Apple TV
Market Shares, Sales, Growth
According to this chart provided by Parks Associates, an internationally recognized marketing
research and consulting agency, more and more competitors are entering the market (such as
Chromecast in 2014) and market shares are further and further divided.

Roku held a large share of the market in 2012-2013 but in 2014 things are looking much more
like a stalemate between each of the companies. This may be due in fact to low product
differentiation among each of the brands.
Target Markets
Roku $50 Stick / $99.99 Media Player
College Students
Headphone jack within the
remote so roommates arent bothered
Mid 20s adults
Comfortable with digital video
Lower income
Amazon Fire TV $39.99 Stick / $99-$139.99 Media Player
Casual gamers
Amazon Prime (instant video and music)
users
Apple TV 32GB$99 /64GB$199
Brand loyal Apple customers
ITunes library owners
ITunes app store gamers
Google Chromecast $35.00
Google Play Store users
Smart Device owners
Marketing Strategies
General Strategies
Sell the unit for a low price,
possibly even taking a loss, to encourage adoption of the product.
Because of the nature of the product, customers will then naturally
purchase subscriptions to different services and buy apps which
make up for the low initial product price.
Preload, promote, and
optimize 1st party applications. (The Amazon Fire TV will
encourage users to subscribe to Amazon Prime for example)
Offer multiple models with
varying capabilities, such as extra memory, 4k streaming, and
gaming. These multiple models also allow for different price
points.
Amazon Fire TV Strategies
Push: Amazon Prime.
Promotion: Alexa voice
controls, 4k video streaming (Especially 4k Amazon Prime)
Chromecast Strategies
Promotion: Free movie rental
on Google Play Movies with purchase of a Chromecast.
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Focuses on displaying
content from a connected smart device.
Choose the color of your
hardware.
Push: Google Photos, Google
Play Movies, YouTube (Google Plus integrated), Google Play
Music, Chrome.
Apple TV Strategies
Push: ITunes Library, ITunes
app store, tvOS, special interface, Siri remote, Siri voice controls.
Roku Strategies
Push: Popular services like
Netflix, Hulu, Pandora, etc.
Promotion: Voice controls.
Media Strategies
TV commercials
Online commercials
Competitor Strengths

Dedicated remotes and other accessories.

Use smart devices as remotes (Smartphones, Tablets, etc.).
Large company infrastructure.
1st party applications/services (ITunes, Amazon Prime, Google Play

Store).
Well known & established brands.
Competitor Weaknesses
Relatively low product differentiation across the board. (Our product differentiation is high). In
fact competitors seem to draw design ideas from each other, such as the current prolific
development of voice controls.
Relies on multiple hardware pieces to function (Television+Streaming Device+Other accessories,
whereas our product is an all-in-one device.) These hardware pieces take up more physical space
than our all-in-one product.

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BUYER A NALYSIS
Those that will use BLUE will be mainly college students who like to use technology
ranging in age from 18 to 30 years of age with a median wage who live in the United States,
specifically if they live decently close to an IKEA store. The user is also anyone who wants to
simplify his or her lives, or their space. Either the user has to live close to a store or be an online
shopper. During the introduction stage of the product life cycle the users will be early adopters
since the product will be a new idea.
The potential customer for BLUE is open to something familiar but new that allows them
to use the internet, radio, alarm clock, lamp, and wireless charging all in one device. At first the
people who make the buying decision will be early adopters who are willing to take a risk, but
later will be those who are more influenced by peer opinions. These will mainly be college
students and young adults who range in age from 18 to 30.
Friends, peers, online reviews, overall review score, personal opinion, and professional
opinion influence the purchase decision of a customer. The things that friends and peers say
about a product tend to greatly impact whether a potential customer is willing to buy the product
especially college aged students. Online reviews and overall review scores give other peoples
opinions and show whether a product can hold up in quality against multiple experiences.
Personal opinion of the potential end-user on features of the product can determine whether they
will buy the product as well. Professional opinion from people such as doctors about the blue
light usage matter to people as their opinion on the product can give or take from the products
credibility and worth in potential customers eyes. The customer will mainly be the student as
they most likely are the end-user. In some cases the decision to buy can be someone who wishes
to give the product as a gift to the end-user. BLUE has many features that when brought together
make a product that would help with simplicity and functionality of a room while having features
that are considered cool to college aged people.

SWOT

Strengths

IKEA has a strong buyer base

IKEA has some wireless charging items already out on the market, specifically it already has
lamps that have wireless charging so BLUE would not be a completely new idea when looking at
some of the features of the product and customers will be more open to buying BLUE.
Using social media and the IKEA website means a more focused budget for advertising during
the introduction stage of the product. This means that the focus of the advertising can be to get
the word out through social media and IKEAs website. It also keeps in accordance of IKEAs
typical way to advertise to its customers as they typically focus on using their website and social
media.
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BLUE has unique features that make it stand out from its competition
Weaknesses
Highest prices in the industry (offers unique features)
Lack of first party apps
BLUE can only be found through IKEA, as it does not have enough credibility to launch as its
own existing product without the help of partners
Only promoted through social media and website, this leaves limited sales through other forms
of advertisement (*Introduction stage mediums)
Opportunities
New technology is a huge opportunity in the society we live in. Markets are always looking for
the next big thing that will make their life easier, or make their life more colorful.
People are always looking to simplify their lives and this lamp offers is an opportunity to do just
that. BLUE is able to combine several different pieces of technology into one rather than having
so many objects and things in one spot.
One of the first screens on the market that has blue light technology that wont disturb consumers
as they sleep
Apps will be available to customize BLUE to the way the consumer needs.
More Apps will be developed the longer BLUE is on the market
Threats
Market is already crowded with direct competitors.
New competitors, directly and indirect, rapidly entering the market.
Competitor product prices are significantly lower than our product.
Competitor brands are well known.
Wide variety of existing substitute products (Computers, Smart devices, Smart Tvs, Projectors)
as well as the development of new substitute products.
Other companies mimicking our product, lowering our products differentiation.
Protecting our technology, with patents, trademarks, copyright etc.

MARKETING G OALS
Sale volume: Sell 25% of our initial inventory by January 1st, after the two big promotions.
Market Share: The goal is to take at least 10% of the share market in the USA in the first 6
months.
Sales Revenue: The revenue sales goal is 30 % of each unit sold.
Profits: 50 thousand on the first quarter
Return on Investment: At least 5 times the amount that was invested at the beginning.

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TARGET MARKET
Segmentation Analysis
o Geographic Region Segmentation:
United States
Colleges and Universities
College towns/cities
o Behavioristic Segmentation:
Purchase occasion: This is a special occasion for the purchaser, as it is likely a first time purchase
and rarely a repeat purchase. The purchase is a sizable investment for anyone but especially
important to college students.
The purchase may be paid for by the user (college student), by the users parent or guardian, or
even be a joint purchase by two or more users (roommates/significant others)
The actual purchase transaction might be done by the users parent or guardian, in this case the
purchase likely is a surprise gift. (Back to school gift, holiday gift.) Or the purchase transaction
may be done by the user themselves, in order to select the product that they deem fits their needs.
User Status: Potential user/first time user
Loyalty status: Currently show no loyalty to our new startup company and new product. Some
customers may be loyal to IKEA however.
Readiness stage: Unaware of our product and its capabilities but aware of competitor products
and substitute products.
Marketing-factor sensitivity: The baseline price is arguably of most importance to our targeted
segment of the market as our market has a tight budget. However sales promotions in relation to
the price and/or bundling in additional value either directly related to the product (free-trials,
special downloads, reward programs) or directly relating to the market segments other interests
(Pop culture, celebrities, partying, etc.) are persuasive measures to impact the markets
sensitivity. Back to school and holiday sales promotions are included here.
o Psychographic Segmentation:
Societal Divisions: Millennials/ Generation Y
Lifestyle: Modern but frugal student lifestyle
Personality: Laid back, self-indulgent, convenience orientated, enjoys digital entertainment.
o Demographic Segmentation:
Age 20-30
Gender: Both male and female
Income: $10,000-40,000
Occupation: Students
Education: high school, some college, college graduates

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Primary Consumer Target Market

College Students
In fall 2015, some 20.2 million students are expected to attend American colleges and
universities (U.S. Department of Education, 2015)
Females are expected to account for the majority of college students: about 11.5 million
females will attend in fall 2015, compared with 8.7 million males. (U.S. Department of
Education, 2015)
Secondary Consumer Target Market
Young adults ages 20-30
Primary Business/Organization Target Market
Schools, offices, large organizations
(Schools will primarily be used to reach students, while some other businesses and organizations
may be marketed to as a secondary focus)

PROMOTIONAL PROGRAM S ITUATION ANALYSIS

Deltacs campaign for BLUE has the main objective of reaching the primary consumer
target market of college students. The objectives are to increase awareness of BLUE to the target
market, gain a 10% market share within the 3rd quarter, and help the product evolve from the
introduction stage into the growth stage.
The plan for this is to use colleges, universities, offices, and other large modern
organizations to reach the target market in the most direct way possible. The campaign will
happen 2017 to 2018. The time period of a big part of the campaign would be during the back-toschool months of June to August, and another large piece of the campaign during November for
Black Friday and holiday shopping.
The primary mediums are appropriate for the target market as they are website and social
media. There will also be television, radio, and in-store advertising within IKEA. BLUE lets
you be you is the main slogan that will be included in all the campaign pieces. The budget for
this plan is $500,000 and broken down as follows: $225,000 toward social media ads (45%),
$100,000 toward YouTube ads (20%), $75,000 toward PR costs (15%), $50,000 toward print/instore ads (10%), and $50,000 toward radio ads (10%).
The price of BLUE will be set at $400,000. This was based on the features of the product and the
multiple functions of the product. The price also has the consumer in mind. There are nice
televisions that cost the same or more than the price of BLUE alone. This meets the target
markets need of having a functional, simplifying piece of furniture that can help them be
productive and relax as well.
It is a bedside lamp that has an alarm clock, wireless charging, holographic imagery
projection, and radio. It can be used for watching television or showing an image from a
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connected device as well. It will be promoted using many mediums, specifically social media.
There will also be use of colleges, universities, radio, television, website, and in-store
promotions. The promotional mediums were chosen with the target market in mind and reaching
the objectives of the 2017-2018 campaign for BLUE as they are the most appropriate for the
target market and most wide reaching.

POSITIONING AND CAMPAIGN T HEME

Positioning Strategy
BLUE will be introduced as the first of its kind. This means promoting the product with all its
special features, partnerships, and direct market sales. For example, BLUE contains multiple
products all combined into a convenient bedside lamp that eliminates the need for outside
products. Deltac is partnered with public brand favorites such as Netflix, Hulu Plus, Amazon
Prime, Pandora, iHeartRadio, IKEA, and incorporates multiple devices such as a radio, alarm
clock, USB ports, phone charging station for multiple devices, AUX port, and lamp/lighting
systems using special lights that will protect the user's eyes from harmful lighting systems.
Marketing Mix including the four Ps:
Price: $400
Product: BLUE, a bedside lamp with multiple features including holographic format for
watching tv, wireless charging stations, radio, and light.
Promotion: Social media (Facebook, twitter, Instagram) and YouTube, radio, TV
Place: BLUE will be sold in Ikea and can also be found on the company's website
Positioning Statement
To those around the age of 20, college students, or people living in small living quarters, who are
looking for a product that will fit their needs. BLUE reinvents the use of standard bedside lamps
that incorporates multiple highly used products into the convenience of one accessible item.
That's because BLUE will declutter and simplify, its an all-in-one package deal, has adjustable
features, and comes with Blue Light Reduction technology to help you sleep.
Campaign Theme:
Blue Lets You Be You!

CREATIVE R ECOMMENDATIONS

Target Audience
College Students
Students that are living in tight quarters like dorm rooms or apartments where space is limited
20s and Young Adults
Young adults living on their own also living in tight spaces where efficient use of space is
needed.
Advertising Objectives
To increase awareness of BLUE to the target market.
Introduce product to the target market as well as possibly discover any new or different markets.
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To gain 10% of the market share within the 3rd quarter.

Move to gain 20% market share in growth stage
To start the introduction stage of the product and to help the product grow into the growth stage
Make moving into the growth stage smoothly.
Advertising Strategy
The purpose of this strategy is to advertise during the introduction stage and to bring awareness
to BLUE. The introduction stage the advertising is modest because the product is new but
technology moves fast so the purpose is to introduce BLUE to the markets and help move the
product into the growth stage. This strategy will be utilized during the introduction stage and
help the product move smoothly into the growth stage.
Advertising Appeals
The main appeal of this product is convenience. The purpose of this product is to declutter and
help the consumer in their life.
Another appeal that can be used is comfort or feeling. BLUE helps declutter space and creates a
feeling of organization but also allows less distractions with the look of a lamp there is no slight
noise with too much technology.
Advertising Execution Format.
Advertisements will feature demonstrations on how the product works.
Tells consumers and target market the features of BLUE and what that means for them.
Some comparison methods will be used to show the effectiveness of using BLUE for
decluttering an area.
Comparisons to be made for a TV and declutter a dorm room.
Rationale for Creative Recommendations
The creative focus on this project is to introduction stage of this product. Introducing the
product to our target market is essential in helping this product in the growth stage. Being that
the target market is a younger market of college students and 20 something young adults we are
looking to advertise more on social media sites and YouTube in order to reach this market.
Deltac will leave some funds aside for traditional advertising with radio and TV. Social media
sites can be help Deltac target the market easier as well as be able to reach a broad market
Using these recommendation we will be able to introduce BLUE as an innovative piece of
technology for students and young adults alike to use to their benifits of their everyday lives.
With the new technology we are able to put many different uses in a simple lamp and with these
recommendation we will be able to advertise to the target markets effectively. These
recommendations are appropriate for social media as well as for the small use of traditional
advertising that will be used.
Executions
Execution for college students
Advertisements will be focused on the college dorm room. The dorm will look cluttered with
technology, alarm clocks, TV, computers, cords to go to technology, ect. The room should look
cluttered and then a comparison window will show with the product BLUE, and the space should
be significantly less cluttered.
Execution for 20/young adults
Advertisement will be similar to the college students with clutter and several different pieces of
technology. The room set up should be in a small apartment or small room that there is clutter
with all the technology. Then there will be a comparison with the product BLUE and how it
frees up space and clears everything up.
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Execution for Informational

Advertisement execution will be mostly informative about the feature of the product and what
BLUE can do for the consumer. This is also the commercial to also give more information about
how BLUE has the blue light technology that helps people go to sleep and not cause insomnia.

A DVERTISING MEDIA R ECOMMENDATIONS

Target Audience
College Students Nationwide
People living in small rooms
Techniques: Simple and quick promotion videos on YouTube and pictures on Facebook and the
rest of social networks, that will grab their attention to our websites!
Rationale: Nowadays most college students are on YouTube, Facebook and the rest of social
media so it makes sense to advertise on social media as our #1 tool!
Objectives
Reach 50 people out of every 100 views
Drive viewers to the website
Strategy
Cookies (keywords) will be used on all social media platforms to reach our target market.
Keywords that should be looked for are: projector, dorm, college, lamp, new technology,
technology, entertainment,
Utilize the strengths of each online platform:
The goal of our Facebook page use is to spur user interactivity. The goal of our YouTube channel
is to provide rich content with in-depth information. The goal of our Instagram account is to
provide give short and simple snapshots of content. The goal of our twitter account is to use short
real time quips (tweets) to spur user interactivity.

S ALES PROMOTIONS R ECOMMENDATIONS

(CONSUMER )
Target Audience
College Students ages 20-30

Objectives

Create value in the mind of consumers by portraying BLUE as a fun, convenient, and savvy
entertainment device.
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Techniques

Commercials featuring: smiling young adults lying in bed propped up on pillows, sitting on the
couch, showcase popular movies and television shows, feature a hit pop song, the setting is in a
neat (not so neat?) college dorm room or apartment.
Showcase the elimination of blue light technology: portray an everyday school
setting/situation where relatable college students discuss how tired they are, how much sleep
they got. One student will say they get better sleep but still have a great deal of fun and
entertainment before bed by using BLUE.

Sales Promotion/Timing

Back to school
During the holidays

Rationale

BLUE is well suited for cramped dorm rooms or apartments. In especially small dorm rooms and
apartments, space is so limited that every piece of furniture must be carefully weighed as
whether or not it will fit or make the room too cramped. In many dorm rooms and some
apartments televisions cannot be mounted on the wall. In many dorm rooms and apartments the
lighting is very poor, or there is no lighting fixtures at all. BLUE presents solutions to all of these
problems and more.
Budget
$500,000 (Includes all types of advertising)

S ALES PROMOTIONS R ECOMMENDATIONS (T RADE)

Target Audience
Colleges & Universities
Large businesses and organizations
Offices with limited space
Nontraditional businesses with a dynamic workplace and a modern focus
Objectives

Reach students through colleges and universities.

Create value in the mind of business owners/managers by portraying BLUE as small and
inconspicuous yet flexible and powerful communications utility.
Techniques

Implement BLUE into offices and conference rooms.

Promote BLUE as an upgrade to the business environment.
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Advertise the convenient all-in-one space saving aspect. Offices are often crammed for space.
Perhaps make a comedic skit with the workspace being overcrowded, with coffee being spilled
etc.
Sales Promotion/Timing
Sending free test units out to select businesses and having them try out the product, in hopes of
them taking a liking and purchasing more.
Discounts for organizations purchasing BLUE in bulk.
Rationale
BLUE is well suited for cramped office spaces. It effectively combines a computer, a monitor,
and desk light into one condensed package. BLUEs small all-in-one package make it quick and
easy to set up and move around. BLUE is also effective in cramped locations because its
holographic screen can be adjusted to display anywhere in the surrounding 3d space.
BLUE could be paired with a webcam for Skype/FaceTime/etc. business sessions.
Budget
No budget is available at this time as Deltac is focusing primarily on consumers. An official
budget will be created on a later date.

D IRECT M ARKETING R ECOMMENDATION

Target Audience
College students, early 20s, people who struggle with the negative effects of blue light, people
in apartments, and anyone who wants to simplify the furniture in their home (an IKEA staple)
Objectives
To raise awareness of the product and promote BLUE's benefits to the targeted audience.
Media Type
Social media: Deltac will promote their product through different types of social media;
Facebook, Instagram, Twitter. The ads will appear through paid, promoted through the cookies
*keywords* of the user, and unpaid, promoting the product through the company website
advertisements.
Electronic: Internet, providing links through social media and cookie review of possible
consumers. Radio will expand the overall advertisement of the product to a wide range of
listeners.
Print Media/In Store: Advertise product through poster campaigns throughout the store.
Word-of-Mouth Selling: Satisfied customers will promote the product to friends and family. This
is the highest form of advertising as consumers will take recommendations from relatives higher
than strangers.
Direct Marketing Plan/Timing
Advertise BLUE through IKEA in order to gain credibility on product standards as well as
recognition on company logos. Deltac will be introducing their product around the holidays,
Black Friday/December Holidays, and back to school months, which is aimed more at college
students in dorms, apartments, and houses.
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Rational
BLUE will gain credibility and recognition as a highly convenient product by advertising to the
direct market. This includes primary selling times such as holidays and back to school months.
By raising awareness through a variety of mediums, Deltac will likely hit their target market
from the convenience of their home, phone, personal computer, and friends/family.
Budget
Promotions to target audiences will come within the allocated budget amount for advertisement.
Social Media: $225,000; YouTube $100,000; Radio $50,000; Print Media/In Store $ 75,000;

INTERNET /INTERACTIVE R ECOMMENDATIONS

Target Audience
College students on social media or browsing the web
Objectives
Create awareness and spur user interactivity
Lead users to our company website
Social Media Strategy
Social Media Platforms - Facebook, Twitter, Instagram
Paid - The ads that appear as promoted or on the side of the page that are there according to the
cookies of the user.
Facebook - The cost of Facebook advertising is based on the size of your audience and budget.
Facebook ads can be as general or targeted as you want. The budget can be set as a daily budget
or a campaign lifetime budget. During the ad creation process Facebook offers tools to estimate
the number of viewers your message will reach based on several factors such as your target
audience, budget, and bid type. Bids are used within Facebook ads because Facebook wishes to
limit the number of ads on screen being shown as to not overwhelm the user, an auction process
is happening on the backend of the system. During this automated auction process your ad is bid
against other ads. The Facebook automated auction process is programmed to optimize the use of
your ad so that it can be relative and seen by the greatest amount of people. Lastly, there are
several types of bids that you can specify to optimize the automated auction process and help you
achieve your desired goals. Each type of bid has its own strengths and weaknesses. The four
types of bids are: CPC (cost per click), CPM (cost per mile or one thousand impressions), CPA
(cost per action), and oCPM (optimized click per thousand) which is a combination of CPM and
CPA being that you are charged per thousand views but can specify a desired action to be
performed on the ad which the automated system will work into its auction algorithms.
Twitter - With Twitter ads you only pay when a user performs a certain action that corresponds to
a business objective you specify. There are three types of advertising options on Twitterpromoted tweets, promoted accounts, and promoted trends. Promoted tweets and accounts cost
approximately $.50-$4.00 per completed action while a promoted trend costs $200,000 for an
entire day. Twitter ads can be targeted by @usernames, keywords, interests, location, device,
gender, and language.
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Instagram - The ability to host ads on Instagram has only recently been extended outside of test
campaigns. With Instagram being owned by Facebook, Facebooks optimized information
systems infrastructure and ad creation tools are interconnected. The interconnectivity results in
lower advertising costs. Instagrams initial CPM estimate was $13, however early adopters have
reported rates as low as $4.00. Instagram's rates are higher than other platforms because the ads
are more prominent and the average Instagram users are much more likely to be interactive with
a post. This makes the ad space much more valuable and sought after by advertisers.
Unpaid - There is a homepage for the product (on each social media site) where users can like
or follow the page and acts as an interactive platform for the company to talk to consumers and
potential buyers. Pages are great as they are free to create and can act as another way of
promoting the product than paid advertising. Encouraging people to share and retweet are both
additional ways for free advertising.
YouTube Advertising Strategy
YouTube is the largest video sharing website in the world. YouTube lets you create a free channel
which then videos can be uploaded to for the rest of the world to see. We decided to use YouTube
because many of the users are young people and students. This is especially true in the case of
our primary consumer target market of college students because universities offer great access to
the internet. Many college students nowadays watch more YouTube videos than television.
Another advantage of YouTube ads is that nationwide advertising is much less expensive
compared to television ads.
Paid advertising in YouTube- YouTube has many different ways to advertise. The most popular
method is called in-stream which is where the ad video plays before the video. This type is the
one that we will primarily be using to reach our target audience however other methods will be
considered. Some advertisements when clicked on can link the user to another page, such as the
channel that hosts the ad or outside sites. Linking an ad to our company website for more info is
a viable tactic.
With YouTube ads you can set your budget however you like, the general cost for ads listed on
the advertisement information page on YouTube is $10 for every 2000 views. You only pay when
someone interacts or views your entire ad, skipping an ad comes at no cost to you. YouTube ads
can be targeted by age, gender, location, interests, and video type. There are several forms of
YouTube ads including homepage ads, prevideo/midvideo/postvideo ads, search results ads,
watch list ads, and more.
Rationale
For the introduction of this product we plan on primarily using social media and YouTube. We
believe this online approach will not only help us best reach our target audience of young college
students but also that it is the most effective means of making an impact by utilizing the
internets strength as an interactive medium. This will help bring awareness to a large audience
and not be as expensive as buying a TV or radio commercial. As this product moves into the
growth stage of the product lifecycle a TV and radio campaign will be necessary to bring about
more awareness of the product and create familiarity in the minds of consumers.

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PUBLIC R ELATIONS R ECOMMENDATIONS

Target Audience
College students, early 20s, people in apartments, and anyone who wants to simplify the
furniture in their home (an IKEA staple). This audience can be reached by highly advertising the
release date through social media and website advertisements. Ikea will also promote the product
within the store through product placement, by making it one of the first utilities customers see
when walking into the lamp section.
Objectives
To reach the public through various types of social media and in-store advertising. Public
relations is crucial for customer input and will help design the product around consumer needs.
Strategy/Execution
Advertise the introduction of the product, answer all questions or concerns, promote any new
changes or prices throughout product lifecycle, obtain consumer feedback, and put out any or all
misunderstandings about product.
Information will be gathered through different surveys, answering consumer questions or
concerns through social media, and face-to-face techniques.
Rational
Public Relations are in charge of being the communicator between product, company, and
consumer. To understand consumer needs is crucial to the success of the overall product. By
evaluating, relating, answering questions, advertising, and putting out fires, will better benefit
BLUE and Deltac altogether.
Budget
All public relations techniques will be performed with the set amount budget allocated for this
division. ($50,000)

BUDGET S UMMARY
The budget for this plan is $500,000 and broken down as follows: $225,000 toward social media
ads (45%), $100,000 toward YouTube ads (20%), $75,000 toward PR costs (15%), $50,000
toward print/in-store ads (10%), and $50,000 toward radio ads (10%).
There may be additional pieces that are unknown as of now that may cost more money when
looking towards changing the promotion of the product or the product itself after the plan has
been implemented

TIMETABLE

December 1st 2015 Advertising strategy done

February 1st 2016 Approval of client and revisions finished
March 2016 to March 2017 Advertising campaign final deliverables
May 2017 any final changes made
June 2017 Release first set of deliverables
July 2017 Release deliverable targeting students
Back to school time
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After August 2017 Slow down of advertising

October 2017 Evaluate advertising campaign and decide of any revisions
Start next campaign for 2018
November 2017 Release holiday advertisements
Gift advertisements
January 2018 re-evaluate 2017 advertising campaign
Start focus on the 2018 campaign

CONCLUSION
The marketing plan created by Deltac for BLUE will inform consumers on the value of this
product. BLUE will be advertised through a variety mediums including social media, electronic,
print media, and word of mouth. BLUE incorporates a multitude of features that will reduce the
need for additional products in the market. The convenient patented design can fit comfortably
on any night stand table. BLUE is readily affordable and can last for many years to come. This
campaign will be taking place from June 2017 to January 2018. This is the campaign for the
introduction stage and after this campaign is finished we will be evaluating the success and
moving into the campaign for the growth stage.

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R EFERENCES

Fast Facts." National Center For Education Statistics. U.S. Department of Education,
1 Mar. 2015. Web. 29 Nov. 2015. <http://nces.ed.gov/fastfacts/display.asp?
id=372>.

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