All the requirements are in the attachment. It should follow the structure like in the Business Plan TEMPLATE file below and I also attached the example of the other case in the PDF File

Template for Business Plan or USP Branding Arguments
1
EXECUTIVE SUMMARY
2
SITUATION
REVIEW
3
SITUATION
ANALYSIS
4
POSITIONING
STATEMENT
5
MARKETING
MESSAGE
6
CREATIVE
BRIEF
7
CREATIVE
COMPOSITE
On ONE page, summarize all
of the columns to the Right:
1. objectives
2. what we did
3. highlights of study
including major
findings
4. conclusions
5. recommendations
6. income statement
highlights if pertinent
7. ROI results if
pertinent
Facts
Historical
Findings (all)
Market size
Competition
Media being
used
Who is the
market?
Charts on any
surveys
ALL FACTS
NEED TO BE
DOCUMENTED
USE
FOOTNOTES
Interpretation of
the FACTS;
Summarize the
findings,
coagulate, and
let the facts
draw the
conclusions.
Create the generic
USP (unique
selling proposition)
and the branding
statement.
Create the
marketing
message, phrase,
slogan, call to
action, etc. of
what we are going
to say to the
several segments
that you have
defined
Based on all of
the above,
defined
summary of
findings
leading to the
creation of a
segmented
marketing
message
Once the creative
Brief is
completed, make
a rendition of
what the creative
execution of the
marketing
message can be.
Categorized ,
holding place
for “facts” and
footnotes.
Define who the
market is and
what makes the
buyer buy
What are the
motivations and
drivers
Find the unobvious and
define how you
can exploit a
marketing
opportunity
Segment targeted
positioning and
branding
Segment the
creative to the
several target
markets
in tabs
(tabulated
sections) so that
the reader can
easily find
material
survey
questionnaires
and answers
as much detail
as necessary to
make your
argument
legitimate and
viable
Financial plans should be prepared that are appropriate to include investment, income statement, breakeven and ROI.
8
APPENDIX
ABOUT BOXED: Boxed allows customers to shop for bulk household items online and have
them shipped directly to their door with no membership fees and free delivery on all orders over
$49.
In August of 2013, a group of tech pioneers came up with an idea to make wholesale shopping
convenient, easy and fun. Chieh Huang, CEO of Boxed, started the e-commerce store in his
parents’ New Jersey garage. Now, Boxed has three distribution centers in New Jersey, Nevada,
and Dallas and launched its private label brand, Prince & Spring in 2015. With Boxed, customers
are given the ability to easily shop the products they need on an easy-to-use mobile app and
website. For home, for work, and for life, the employees at Boxed love the work they do for their
customers and have done many things to give back. The CEO announced that he would pay for
the weddings of the employees and the college tuitions of their children. Boxed has also started a
#RethinkPink campaign to end unfair pricing on women’s hygiene products.
TARGET AUDIENCE: The campaign should be targeting affluent families, primarily focusing
on moms. These moms are super busy, often working, who also manage the household while
living in a suburban area. They spend less time between orders, but more time building their cart
and love the Prince & Spring private label. They also have a huge referral impact and are much
more likely to refer other customers.
THE CHALLENGE:
The Location is NEW YORK. Your challenge is to create a local integrated marketing campaign
for the Boxed brand identity in the most cohesive, consistent, continuous, and complementary
way. Your challenge is to use digital, non-digital, word of mouth, and guerilla marketing tactics
to acquire new customers that fit within our target audience.
THE OBJECTIVE: Increase traffic and sales from this target audience.
CAMPAIGN REQUIREMENTS:
Budget: $250,000 USD, no more than $75,000 can be allocated to non digital media Must
include word of mouth/referral tactic Video asset is optional
CAMPAIGN LENGTH:
The campaign should run during the first quarter of a calendar year.
JUDGEMENT CRITERIA:
Will be primarily judged on creativity of channel usage – the more non traditional and efficient
use of money, the better.
REFERENCES:
You should be able to write at least 10 literature/periodical ( not just Google or web only based
sources) from the media/ business/economics
Each paper will be 1-2 page, 8 ½” x 11”, 10 point type.
25-30 PAGES IN TOTAL!
Collegiate ECHO
Direct Marketing Campaign
“We Travel With You”
Stephanie Baldelli
99 Canterbury Drive
Saugerties, NY 12477
Kevin Sami
143 Lake Baldwin Drive
Mahopac, NY 10541
Katie Tymvios
100 Henry Street
Brooklyn, NY 11201
Page | 0
Executive Summary
The “We Travel With You” campaign is planned to run throughout the calendar year of 2013. After
conducting extensive primary and secondary research, one of the main elements surrounding the “We Travel With
You” campaign is the segmentation of the SkyMall target market, frequent air travelers between the ages of 35-64,
into three separate niches: The Family Gift Shopper, The Seasoned Business Professional, and The Mature Leisure
Traveler. While similar demographically, the three segments favor different offers and marketing messages, an
insight gained specifically through IdeaMap® primary research, which the media plan will be able to deliver.
The campaign will follow a synchronized schedule beginning with public relations, involving news articles
and editorials, as well as online display advertisements, to give it a strong entrance to the marketplace while building
brand awareness. These efforts will continue consistently throughout the remainder of the entire year. Shortly
following these initial media, a direct email will be sent out to the list of current SkyMall customers. These emails
will create awareness among current SkyMall shoppers of the “We Travel With You” campaign. In July the direct
mailer will be sent to 1,000,000 prospective customers, each being presented a specific offer pertaining to their
interests, increasing the likelihood they make a purchase. As stated earlier, the primary research conducted ensures
accurate matching between offers and the target segments based on the “voice” of each consumer.
Following the direct mailer, we will continue advertising efforts via internet, email, and display ads at
airports, which will allow SkyMall customers to continue developing a relationship with the product; creating
valuable leads for future campaigns and more importantly, generating future sales.
Anticipated results of the campaign with marketing investment of $500,000 (see plan and appendix for details):
Campaign Results
Target market
1 million
Response rate
7%
Sales
$8,323,700
Marketing Contribution
$1,479,565
Marketing Expense
ROI
Page | i
Year 1
$500,000
296%
Strategic Summary
Page | ii
Table of Contents
Executive Summary …………………………………………………………………………………………………………. i
Strategic Summary ………………………………………………………………………………………………………….. ii
Market Research …………………………………………………………………………………………………………….. 1
Background ………………………………………………………………………………………………………………… 1
Industry Overview ………………………………………………………………………………………………………. 1
Cost Cutting ……………………………………………………………………………………………………………. 1
Multi-Channel Distribution ……………………………………………………………………………………….. 1
Message Frequency………………………………………………………………………………………………….. 1
Current Media Platforms…………………………………………………………………………………………… 2
Competition…………………………………………………………………………………………………………….. 2
Key Market Issues……………………………………………………………………………………………………….. 3
Methodology & Primary Research Findings …………………………………………………………………… 3
IdeaMap® ……………………………………………………………………..Error! Bookmark not defined.3
Qualtrics …………………………………………………………………………………………………………………….. 4
Campaign Target Market ……………………………………………………………………………………………… 4
Niche Segmentation Psychographics ……………………………………………………………………………… 5
“The Family Gift Shopper” ……………………………………………………………………………………….. 5
“Seasoned Business Professional” …………………………………………………………………………………. 5
“Mature Leisure Traveler” ……………………………………………………………………………………………. 5
Unique Selling Proposition …………………………………………………………………………………………… 6
Strategy …………………………………………………………………………….Error! Bookmark not defined.6
Objective ……………………………………………………………………………………………………………………. 6
Target List Selections ………………………………………………………………………………………………….. 7
The Offer and Marketing Messagaes ……………………………………………………………………………… 8
Creative Overview ………………………………………………………………………………………………………. 9
Media Plan …………………………………………………………………..Error! Bookmark not defined.10
Page | iii
Market Research
Background
SkyMall was founded in 1990 and is headquartered in Phoenix, Arizona. It is a specialty
retailer that sells merchandise through its catalog and website and offers quality unique
merchandise from manufactures. The catalog reaches more than 650 million air travelers each
year and is estimated to reach 88% of all domestic airline passengers. It is known for selling
innovative and one-of-a-kind products that may be difficult to find elsewhere.1
Industry Overview
As part of the catalog industry, SkyMall is facing strong challenges from other
convenience shopping outlets as well as notable industry trends among consumers resulting from
a change in technology and the way people shop.
Cost Cutting
It has become increasingly more expensive for companies to print full length paper
catalogs to send out to their target demographic. Although they are a great tool to drive traffic to
a store or a website, many catalog companies are cutting pages and opting to list the majority of
the products they offer on their websites.2 The internet is much more cost efficient when
displaying the entire range of products for sale than trying to print enough pages per catalog to
show samples of each.
Multi-Channel Distribution
Although some SkyMall competitors are conducting their business entirely online, such
as Amazon.com, other catalog companies are combining both their current print publications
with their websites, in an effort to save money and still reach their consumers. A current trend is
to shrink the catalog down only providing a brief overview of the products offered and heavily
promote the website to stimulate internet shopping over standard catalog ordering.2 In fact over
57% of catalog sales occur on websites instead of direct orders from the catalog according to the
annual catalog industry trend report.3 The Multichannel Merchant also reports that executives
believe the future of catalog selling is by tailoring smaller versions of catalogs to multi-channel
customers and high value customer segments. 4 This insight stresses the shift in marketing for
catalogs to become more direct to the consumer.
Message Frequency
An additional industry trend that has grown in popularity is the use of multiple message
platforms to remind previous and prospective customers of the catalogs and persuading them to
purchase the items they see. Multiple platforms are also needed to break through the advertising
clutter that is preventing potential consumers from being exposed to the brand messages.
1
“SkyMall – About Us.” Shop for Home, Outdoor, Electronics and Apparel Products at SkyMall.com. SkyMall. Web. 08 Nov.
2011. .
2
SkyMall hits the ground with new edition. (2007). Multichannel Merchant.

3
Solomon, D. (2008). Driving value in your direct marketing business. Multichannel Merchant.

4
Ibid.
Page | 1
SkyMall, for example, has launched an in-home catalog that is designed differently than the one
people are accustomed to on the plane. A total of 500,000 of the new catalogs, organized on
product category, were sent to previous customers reminding them of SkyMall and some of the
products they might have seen but did not get a chance to order on the flight, an example of
brand reinforcement.5 This additional message, combined with email and telemarketing
messages, will remind people to either place an order through the catalog itself or log on to the
website and continue their shopping experience. This multiple message approach is not unique to
SkyMall. Several of its closest competitors have implemented similar strategies in an attempt to
increase sales.6
Current Media Platforms
SkyMall was founded as a catalog available to passengers on flights within the United
States; however, since its launch SkyMall has expanded its media usage across several platforms.
The two most popular distribution channels are its website, www.SkyMall.com, and its classic
catalog which is still offered on flights, as well as, an in home version sent to current customers.7
Observing SkyMall’s social networking strategies, SkyMall can be found on Facebook,
and Twitter. Both social networking sites offer followers information about new products being
offered with pictures and prices, current promotions and discounts, and answers any questions
customers might have.8 In addition to these sites, people can have the SkyMall RSS feed
downloaded to their phone or email as another option to stay connected. SkyMall has also
launched a phone app for iPhone and Blackberry to let people shop on the go, as well as a text
message system where customers can text in the item number they wish to purchase and receive
an order link straight to their phone.9
Competition
SkyMall is competing in the non-store retail industry, which encompasses all
establishments engaged in the retail sale of products using marketing methods which do not
include a physical location to sell products or services. These marketing methods include
catalog, direct mail, direct response television, and e-commerce. SkyMall’s current marketing
channels include home catalog, in-flight catalog, mobile application, online store, and email
marketing10. The client’s top competitor in the non-store retail industry is Amazon.com Inc.; the
world’s largest online retailer11. Amazon, although not accessible through catalog, has several
key competitive advantages over SkyMall including global reach, a larger brand awareness, third
party sellers, user generated reviews, and personal product lines. Considering Amazon’s wide
array of offerings, target consumers are highly diverse. Indirect competition for SkyMall
consists of duty free products in travel retail environments. Little Switzerland, for example,
offers fine jewelry, watches, china, crystal, and accessories duty free12. SkyMall’s strengths
5
“Catalog Industry Trend Report.” DirectMarketing News. Web. 20 Nov.2011. .
Ibid.
7
“About SkyMall.” SkyMall. Web. 15 Nov. 2011. .
8
“SkyMall Twitter.” Twitter. Web. 15 Nov. 2011. .
9
“SkyMall Mobile.” SkyMall. Web. 15 Nov. 2011. .
10
“SkyMall Rolls Out BlackBerry App for Shopping On-the-Go.” Wireless News: NA (2010). Print.
11
“Amazon.com Inc. News – The New York Times.” Times Topics – The New York Times. 15 Nov. 2011. Web. 15 Nov. 2011.
.
12
“Virgin Islands This Week: St. Thomas Shop Talk.” Virgin Islands This Week Entertainment & Shopping Guide for St.
Thomas & St. John, U.S. Virgin Islands. Web. 15 Nov. 2011. .
6
Page | 2
against the competition lie with their unique product offerings that can often not be found
anywhere else. (See Appendix-Competition; SWOT Analysis)
Key Market Issues
* See Appendix: Key Market Issues for detailed analysis.
Fear of Credit
Card Fraud
No Retail
Location
Need WiFi in
Flight
Target Buying Power and Spending Habits
Although the data is
divided into different
regions throughout
the United States,
the total U.S.
average household
EBI is $55,886. The
three market
segments that will be
targeted for SkyMall
are people who have
already established
their own
households therefore falling under these categories. Currently SkyMall shoppers have an average
income over $70,000 a year; therefore, marketing efforts should be directed towards regions in
the United States that would have statistically higher levels of income. 13 In regards to their
purchasing habits, SkyMall customers on average spend $112 on an order according to the
SkyMall brief. This dollar amount will be used when calculating return on investment.
Methodology and Primary Research Findings
Overall, our strategy, which will be discussed further in depth in the following sections,
was established based on a combination of secondary research and primary research including a
survey conducted via popular platform Qualtrics, as well as revolutionary survey tool IdeaMap®.
It is from this research that we were able to arrive at our creative strategy, as well as offers.
IdeaMap®
One of the greatest sources of our primary research was found using a tool known as
IdeaMap®. IdeaMap® is a market research tool that blends art and science to test the
effectiveness of marketing messages on a specific number of respondents. IdeaMap® is
operated by Inovum and created by Dr. Howard Moskowitz and has given Fortune 500
companies direct marketing campaigns more than 100% sales increase as a result of using this
13
“Survey of Buying Power – U.S. Totals of EBI.” Survey of Buying Power. Web. 16 Nov. 2011.
.
Page | 3
tool.14 The elements in this case were different marketing messages that we created based on
information we gathered through secondary research and interviews, and we felt had the greatest
potential for being effective for SkyMall. From the IdeaMap® results we have derived three
separate segments to target, as well as, incorporate into our strategy. These niche segments, The
Family Gift Shopper, the Seasoned Business Professional, and the Mature Leisure Traveler, all
fall within the age range 35-64. All three segments, 79%, 65% and 79%, respectively, agree that
they like to learn about new products through email and spend on average about $90 per order
when they purchase online. (See …
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