School Project. This is the integrated marketing plan for World Book targeting in the home market

1. Agency:

2. Agenda

3. OBJECTIVES

4. • How do we reestablish WB’s Image in the market?
-- Message
-- Media
• How do we compete against free content on the web?
-- Unique Selling Proposition
• Do we have the right web products for the home
market?
-- Demands
Here is our objectives

5. SECONDARY
RESEARCH

6. Goal of Us
In Order to Know Ourselves better

7. Resource: http:// www.eMarketer.com

8. Resource: http:// www.experian.com

9. Resource: Nelsen, Q4, 2011

10. Main Competitors

11. Authority VS Awareness
Brand Mapping

12. Accuracy VS Price
Brand Mapping

13. Brand Mapping
Accessibility VS Format Variation

14. We Want to Be the One!

15. PRIMARY RESEARCH

16. How Did We Get Our Ideas?

17. What We Got From Survey?
• How to get information
• Factors for an appealing education products
• Brand awareness of World Book
• Usage of encyclopedia

18. How to get information
Resource: Primary survey & in depth interview

19. Factors for an appealing education products
Resource: Primary survey & in depth interview
Age of children

20. Brand awareness of World Book
Resource: Primary survey & in depth interview

21. Usage of encyclopedia
Resource: Primary survey & in depth interview

22. In Depth Interview
200 Interviewees

23. Our impressions of encyclopedia are …
USEFUL
OUTDATED

24. Everything goes digital !
Convenience
Child loves
tablet

25. Simple and easy to navigate
Attractive visual display
It’s attractive if …
Age-appropriate

26. We trust them
Readings, reviews and professional
recommendations online
Magazines
Children’s interesting is
priority

27. I Statement

28. Learning
Seeking
habit
Involvement
Family
bonding
Problem
Solving
Interest
Reliability
Accuracy Enjoy Sharing
Self
achievement
Trustful
Pleasant Comprehensive
Happiness
Independent
Education products Emotional Links
TOP I Statement Key Words

29. NAME &
SLOGAN

30. TOP 5 Slogans
Enjoy The Learning Moment
Inspire Your Child’s Imagination
Feed Your Child’s Curiosity
Travel With Your Mind
Open your child’s world

31. I like “Enjoy the Learning Moment”
Because…
Cherish the study time , it goes so
fast
Hope child really like learning instead
of being forced to study

32. Change the stereotype,
we should be called…
TOUCHABLE WORLD
KNOWLEDGE PLAYGROUND
CURIOSITY NUITRITION

33. TOUCHABLE WORLD
Powered by WORLD BOOK

34. Logo

37. www.touchableworld.com
www.touchableworld.com

39. Platforms
TOUCHABLE WORLD ONLINE
- Website
- Online Subscription
TOUCHABLE WORLD APP
- Smart phone & Tablet

40. www.touchableworld.com

42. PREMIUM+
MIU
M

43. Features
• Skills
• WB Kids+ Early World of
Learning+ Craft Corner
• Subjects
• WB Students+ Academic
WB + Science Power

44. Features
Interactive
Multimedia
Safe , age-appropriate environment

45. What about parents ?
Search Engine
Parent-involving activities
Experiments
Games

46. MAKE TOUCHABLE WORLD
ALIVE!

47. Video Ads

48. Print Ads

56. Media
Channel
How to make TOUCHABLE WORLD alive?
TOUCHABLE
WORLD
Events Plan

57. Media Channels
TOUCHABLE WORLD
Official Website

58. Media Channels
TOUCHABLE WORLD
Official Website

59. Magazine

60. Media Channels
TOUCHABLE WORLD
Official Website

62. Outdoor

63. Media Channels
TOUCHABLE WORLD
Official Website

64. Social Media is Powerful
Resource: DobleClick AD Planner(Google). U.S. demographics. JUNE 2012
www.pingdom.com

65. Commonly used social media platforms
Resource: Social Media Marketing Industry Report 2012 via Social Media Examiner

66. How social media help ?
Competition
Tell your Friend
Rewards Platforms

67. Create a TOUCHABLE WORLD channel
User generated interactive video
User generated interactive commercial
How social media help ?

68. Media Channels
TOUCHABLE WORLD
Official Website

70. Media Channels
TOUCHABLE WORLD
Official Website

72. EVENT

73. TOUCHABLE WORLD Theme Day
• Second Saturday every month
Time:
• Different spots according to different events
Location
• Increase product awareness
Purpose

74. Different Themes in Each Month

75. TOUCHABLE WORLD Animal Theme Day
Location: Lincoln Park Zoo
People: Angry Birds
Instructor
Prop: Touchable World

76. Spokesman
Prop: Touchable World
TOUCHABLE WORLD Plant Theme Day

77. SUMMARY

79. Enjoy The Learning Moment