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Strategic Public Relations Campaign Description of Organization: The Redbox is an American company that specializes in the rental of DVDs, Blu-ray Discs, and video games through vending machines. Redbox’s network extends nationwide with more than 27,800 locations. Redbox kiosks are located where consumers already shop at such as, leading grocery stores, mass merchant retailers, drugstores, restaurants and convenience stores nationwide. Redbox's convenient rent and return anywhere policy and simple touch screen rental process makes movie and game renting easy. To ensure a title of choice is there for pick up, consumers also can reserve a movie or game online or through Redbox’s iPhone or Android mobile apps. Top new release movies are available to rent at an affordable price, for as low as a dollar a day for DVDs and video games are available to rent for as low as two dollars a day. The customer pays with a credit card or debit card. DVDs can be returned the next day to any of the company's kiosks; charges accrue up to 25 days, after which the customer then owns the DVD, without the original case and rental charges cease. In addition, to the affordable price there is no monthly charge, you simply just pay for what you get. Statement of Situation: Redbox started off slow but is quickly building into a marketable franchise. Redbox has to advertise more and make more people aware of the company. With more and more people across the United States using the Redbox for renting various movies and video game, Redbox could eventually be number one in movie rentals in the country. If the Redbox continues to outshine and displayed good business then the revenue and the usage of the Redbox will both increase. In addition, with other companies like Netflix losing sales and membership holders, Redbox could ultimately benefit from that and could gain a great amount of users. Key Publics: 1. Employees. Employees are Redbox’s biggest asset and our most valued resource. A. Field Employees; the employees that make up the majority of our staff are our field employees, collects movies from machines and records counts, keeps daily record of product distributed to each machine, provides quality customer service through regular interaction and communication with store managers, owners, employees, etc. These employees are essential because they’re the people customers see on the streets. These employees make Redbox run according. B. Office Employees/Executives; office employees, which make up a much smaller portion of overall employees, will run the local events advertising our brand campaign as well as encouraging field employees to take part. 2. Kiosks. Without the Kiosks the Redbox would not be possible. Redbox's convenient rent-and-return anywhere policy and simple touch screen rental process makes movie and game renting easy. Redbox has rented more than 1.5 billion discs and is available at more than 33,000 kiosks across over 27,800 locations nationwide, including select McDonald’s restaurants, leading grocery, drug and convenience stores, select Wal-Mart locations and Walgreens locations in select markets. 3. Customers. Our customers are our passion and our driving force and without them nothing could be possible. Getting the millions of people in the nation to join the Redbox team would improve our revenue and market. 4. Shareholders. For shareholders our success and theirs go hand in hand, and as we continue to progress and grow to our market it is imperative to keep shareholders informed. Redbox investments will be beneficial to all, and we want everyone to come along for it. Integrated Message Platform: 1. The Redbox is a very convenient. The Redbox network extends nationwide with more than 28,000 locations. Redbox kiosks are located where consumers already shop - leading grocery stores, mass merchant retailers, drugstores, restaurants and convenience stores nationwide. 2. The Redbox is very easy to use. Redbox's convenient rent-and-return anywhere policy and simple touch screen rental process makes movie and game renting easy. To ensure a title of choice is there for pick up, consumers also can reserve a movie or game online or via the Redbox iPhone or Android mobile apps. 3. The Redbox is very affordable. Top new release movies are available to rent at an affordable price. Video games are available to rent for as low as $2 a day. 4. The Redbox features the latest release movies and games, with a selection of the most popular titles and family favorites. Key Public Relations Strategies: 1. To create awareness of the Redbox’s business strategy of more affordable and more convenient renting system for movies and games among key publics 2. To educate publics of the quality products Redbox has available for purchase and the new and improved value of these movies and video games. 3. To establish a brand perception for Redbox as offering the same high quality products, a greater value to customers, and an easier and more convenient renting system. Strategic Public Relations Objectives: 1. To achieve a 37% awareness of the Redbox’s business strategy among all key publics 2. To generate a 25% recognition among key publics of the new and improved value of the quality products Redbox’s offers. 3. To establish a 20% increase in Redbox’s brand perception among all key publics. Brainstorming Grid: Public(s) Employees Value(s) Integrity of Organization Job Security Kiosks Message(s) Employees are the most important key public. Must be active in Success of set goals events and promotions High Quality Helps the company be easy and Easy Usage sufficient Media Newsletters Direct Location Convenient Customers Shareholders Low Prices High Quality Movies and games are high quality as always Good Value Greater Value Stock Price Lower Prices Growth and Earnings Media Brand Press Releases Media investor relations Annual Meetings Annual Report Key Marketing Strategies: The key marketing strategies of the Redbox campaign include, but are not limited to, the following: 1. To increase sales revenue by gaining more customers in the year 2012. 2. Gain “share-of-mind” in key publics through spontaneous brand identity 3. To increase market share in the established Redbox product brand. Strategic Marketing Objectives: 1. Increase sales revenue by 27% by promoting the affordable and convenience quality rentals that Redbox offers. 2. Increase “share-of-mind” in customers by increasing spontaneous brand identity to 55%. 3. Increase market share to 35% in the Redbox by attracting new customers and continue to satisfy the needs of current customers. Key Advertising Strategies: The key advertising strategies of the Redbox include, but are not limited to, the following: 1. Create a Direct Response Strategy though a multi-media mix, including digital media. 2. Create an award winning creative advertising campaign. 3. Achieve high rates of recall through a strategic and creative advertising campaign. Advertising Objectives: 1. Generate 250 website hits per each $1000 spent. 2. Win at least three advertising awards, including, but not limited to, a Clio Award, an Advertising and Design Award, and an ADDY Award. 3. Achieve reader/viewer recall scores of 77% per each 1000 impressions. Integrated Tactical Plan: The following is a list of strategic public relations and marketing tactics that will be implemented throughout the campaign. Public Relations Tactics: Newsletter: This tactic will be utilized once every month to manage the relationship between the company and its employees. Employees are the most important key public to Redbox. In order for the campaign to be successful, the employees need to be up to date about what is going on in the company. Also, this can be used to give recognition to individual employees who are doing more than asked for by the company. Annual Report: This tactic will be used to manage the relationship between Redbox and all of their key publics. It will provide readers with information about all aspects of the company, such as the company vision and mission, products, and financial information. This will be produced once a year, at the end of the fiscal year. Advertising: An innovative and creative advertising campaign must be made to show how useful and convenient the Redbox is. Smaller ads will be present throughout the year, but the most money will be spent throughout the winter months when families tend to stay in the house more. Pitch Letter: This tactic will be used to secure placement in media sources, such as a newspaper or magazine. Redbox wants to show consumers their new business strategy to make their rentals more affordable during difficult economic times, and placement in a media story will help them achieve this. Redbox will send their pitch letter out two months before they want their story to appear in the media. Evaluative Research: Research must be conducted throughout the campaign to ensure its success. In a public relations sense, this research will be primary and secondary. Marketing Tactics: Special Events: Redbox will utilize special events and promotions to reward loyal customers and encourage new customers to rent from Redbox more. For the purpose of this campaign, loyal customers will be those who have a Redbox membership card. Redbox will offer random specials throughout the calendar year. Special such as rent two movies get one free or rent five movies and get two free. These events will let current customers know that their business is appreciated, and will show prospective customers that Redbox should be their main source of rentals. Social Media: Social media will apply easy and cheap tactics that will greatly help the Redbox campaign take off. Using social media outlets such as Facebook and Twitter Redbox can provide viewers with information about their campaign and their company with the click of a button. Redbox’s facebook and twitter page will include information about special events, promotions, and advertisements. Integrating social media into the Redbox campaign will also promote participation, openness, conversation, community, and connectedness between key publics. Advertising: An innovative and creative advertising campaign must be made to emphasize the vast array of quality movies and games that Redbox carries. This will be most heavily utilized around the winter and fall season, which is when the company earns over 75% of its annual profit. Smaller ads will be present throughout the rest of the year. Evaluative Research: Research must be conducted throughout the campaign to ensure its success. In the marketing sense, this research should focus on the customer wants and needs and the company’s market share. Research must be conducted before the campaign, during, and after for evaluation. Combined Budget: The Redbox campaign’s purpose is to raise awareness about the new Redbox business strategy, increase revenue, and encourage customers to choose Redbox as their rental source. The plan is to spend approximately $1,000,000 on resources, advertising, special events, research, and other necessary expenses to make this campaign a success. The budget will be spread out over a 12-month period starting in September. Large amounts of the budget will be spent during the winter and fall season, which is when Redbox earns over 75% of its income. Evaluative research is included in the budget and will be conducted throughout the campaign to ensure success. Tactic Agency Hours Outside Costs Notes Research (4 Times) 20 Phone Survey: $2 Each Phone Surveys: Survey 1: 50,000 people=$100,000 Survey 2: 50,000 people=$100,000 Survey 3: 10,000 people=$20,000 Survey 4: 30,000 people=$60,000 Newsletter (12) Annual Report (1) 5 20 Feature Articles (3) 20 Pitch Letters (3) 6 Advertising Social Media (Daily Updates) Production Costs: Printing, Color: $450 Reprints: $288/1K 1 Page Major Daily Newspaper: $25,000 TV Commercials: $45,000 Billboards: $30,000 Magazine Ad: $10,000 12 Add 10% Production Updates for free on social media but company must compensate in house personnel for hours. Summary of Research: Title Source 1. Redbox Redbox.com 2. Redbox History Redbox.com 3. Summary of Redbox Redbox.com 4. Redbox Annual Report AnnualReports.com 5. Redbox Financial highlights LATimes.com 6. Redbox Facts Redbox.com/facts 7. Summary of Redbox Yahoo Finance 8. Redbox Financial statements www.hoovers.com › Companies › Redbox 9. Redbox investor relations phx.corporate-ir.net/phoenix.zhtml?c=92448&p=irolirhome 10. Redbox Business Strategy techmarketers.wordpress.com/2009/06/22/redboxbusiness-strategy/ 11. Redbox Marketing Strategy techmarketers.wordpress.com/.../the-redboxeffect-marketing-strategy.