Advertising Campaign for Komfort Kitties

1. THE MAGNIFICENT 7 Advertising/Branding/Marketing Largeenough to serve, small enough to care

2. Marketing Analysis Advertising Plans Creative Strategies Advertising Executions Media Plans Billing and Payment Processing Integrated Marketing Communications 75 years of offering our clients these 7 valued services

3. Chucks Natural Foods The Scooter Store Bed, Bath, and Beyond The Humane Society Snow Drift Farms Sweet Tomatoes Safety Harbor Resort and Spa Our satisfied clients include

4. About our potential client, Komfort Kitties KOMFORT KITTIES is a small, unique, earth-friendly company offering hand-crafted, whimsical, soothing "Hot/Cold Packs" for a safe, therapeutic experience. Its loving philosophy is based on human respect and environmental consideration. Thehot/cold packs come in several all-natural configurations: Cats & Kitties, Dogs & Puppies Hearts, Owls, & Specialty items

5. Would make purr-fect partners We believe Komfort Kitties and the Magnificent 7

6. So we’re readyTo build their brand equity By offering our client the most…

7. THE M.O.S.T Mission: Create a brand image that conveys the proper message and builds brand equity Objective: Increase market share by highlighting our client’s brand superiority versus its competition Strategy: Implement a push-campaign targeting potential distributers, while simultaneously running a pull-campaign targeting consumers Tactic: Potential distributers will include specific retail, health, and service centers. For consumers, specific media vehicles will target primary and secondary audiences

8. That conveys the right message. Advertising Mission: Create a Brand We love kitties, BUT……..

9. Some days you have to take the cat off your head

10. The “Komfort Kitties” brand addresses too narrow a client base

11. Boo-boo?

12. He needs a Comfort-Pack

13. Cold feet?

14. They need a Comfort-Pack

15. Aching back?

16. He needs a Comfort-Pack

17. Labor to do?

18. She needs lots of Comfort-Packs

19. No matter how your audience defines a “comfort” pack

20. We want them to think: COMFORT-PACK

21. Marketing Objective: Increase Market share over the competition

22. Electric heating pads

23. Old fashioned mechanicals

24. Topical chemicals

25. The Comfort PackisSimply Superior The all natural heating-pad alternative Requires no electrical connection They’re Reusable Handmade in the U.S.A. Available in several shapes and sizes Freezes in one hour Microwaves in two minutes

26. Strategy: Two campaigns, Two Strategies. Push Campaign: Directed towards potential distributors of Comfort Packs that demonstrates the benefits and rewards of offering an all-natural product to consumers Pull Campaign: Directed towards consumers within the primary and secondary target audiences by way of various media vehicles that best represent those markets

27. Push Campaign Strategy:The benefits of offering Comfort Packs to your customers Increase your profits $$$ Offer consumers a unique product Participate in Co-Op Advertising Participate in PR events Greater exposure for your company No conflict of interest Create raving fans (repeat customers)

28. Push Campaign Tactic:Potential Distributers and Retailers Wellness Centers Health Spas Chiropractors Medical Supply Stores Fitness Centers Day Spas Acupuncture Clinics

29. Push it, push it good

30. Pull Campaign Strategy: Know your target, target your audience Primary Target audience: Women, Baby-boomers (born 1946 – 1964) We believe the brand name, Comfort-Pack will convey the right message to the main target group, women. Secondary Target Audience: Men of the same age We believe the Comfort-Pack will be an attractive alternative to electric heating pads for the aging baby-boomer population.

31. Pull Campaign Tactic:Advertise in various affordable media vehicles that target a specific audience Tampa Bay Wellness magazine Tampa Bay Women Newspaper Twitter Interactive Website Facebook Gulf Coast Family Newspaper Senior Connection Newspaper

32. Pull, pull it hard

33. Evaluate Finally, using quantitative data our professional team will evaluate your campaign. We will find out what worked best, so your next campaign will be an even greater success.

34. In the meantime, we encourage you

35. To Play Often

36. Play Fair

37. And when you’ve played too hard

38. It’s time for a Comfort-Pack

39. The End TEAM MAGNIFICENT 7 Ron Algood Alexandra Cymbaluk Matthew Faubert Stacia Finger TeannahSingleton Krista West