This document outlines a campaign to promote the Kindle Fire to college students as an alternative to traditional textbooks. The campaign aims to highlight how the Kindle Fire can save students money and improve their health by reducing back pain, while also providing increased flexibility. The target audience is college students who currently use textbooks and want an easier and more flexible way to study. Supporting reasons for switching include lower costs from student discounts, convenience of accessing textbooks, apps, media and email in one device, and free educational apps.

1. GroupFive

2. Lighten The Load
Campaign Objective
 The purpose of this campaign is to feature “back to
school” promotions by providing college students with
an alternative to traditional textbooks.

3. Target Audience
 College Students (between the ages of 20-29)
- Who use traditional textbooks
- Who experience back pain
- Who want an easier way to study
- Who want more work flexibility
- Who are comfortable with new technology
 Educational Institutions (Colleges)

4. Bottom Line
 Switching from textbooks to the Kindle Fire will save
you money and prevent health problems, while
providing increased flexibility.

5. Supporting Reasons
Rational Emotional
 Lower Cost  Health Improvement
 Limited Time Student  Trendy
Discount  Green
 Convenience  Less Paper Waste
 Textbooks/Books, Apps,
 Instant Gratification
Internet, Email &
Streaming Media All In
One
 Free Educational Apps

6. Feel for the Ad
Who likes to torture them
self ?

7. Creative Development Assistance
 “They’re a great way for students to consume media-
rich digital content, they mesh well with students’
lifestyles thanks to their small profile and long battery
life, and tablets offer access to the world of apps, which
includes some of the most innovative educational
software around.” -Vineet Madan, Vice President of
McGraw-Hill Higher Education eLabs
 Get Fired Up For Fall Classes With A Brand New
Kindle Fire!

8. Sources
 http://www.geekwire.com/2011/kindle-fire-changing-
game-higher-education/