Transmedia Campaign
Table of contents
2..... Unique Promotional Item 3..... Guerilla Marketing 8..... Television Spot 9..... Radio Spot 10.. Animated Logo
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Unique Promotional Item The unique promortional item for Earth & fie is a handmade custome knife. This knife will be made from the same earthen m natural materials as the products. The knife will highlight the natural aspect of the Earth & Fire dining ware and ceramic pottery. The blade will be fashioned from obsidian, a volcanic glass, and the handle will be made from a hallow metal shaft covered in a glazed ceramic incorporating volcanic ash. There will be an option to customize the grip of the blade to any buyer of Earth & fire products or during the guerilla marketing cmapaign events. On the indie of the handle will be a fire striker with the company logo on the end of the handle. The knife will be promoted as a utility products for use in outdoor living spaces or with chimineas and/or fireplaces. This will make a direct connection to the words Earth & Fire and the beauty of the outdoors.
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Guerilla Marketing The guerilla marketing campaign will consist of a Hawaiian themed luau in the park in the downtown area. The event will be set up with several stations for visiotrs to particpate in. Each station is designed to encourage visitor interaction with the Earth & Fire craftsmen and artisans. This will educate the particpants as to the quality, the uniqueness and the level of customization the Earth & fire customer has in creating thier own pieces. The focus behind this would be to promote how unique and customizable each of the products are. The visitors could be involved in the design and creation process automatically making the connection with the products. The first station will allow the visitors to handle the raw materials: volcanic rock, glass, ash, etc. that will be used throughout the creation process. Then the visitor will have a chance to help fashion thier personlized handle for the obsidian blade knife (the unique promotional item). Visitors can then try thier hand at making the ceramic slip, molding a piece, or working with the pottery wheel.
In the center of the luau there will be a family space available. Large sandboxes will be available to keep children entertained. These will be manned by E&F volunteers to ensure the safety of the children while the parents are engaged in the other stations. Every aspect of the luau will reinforce the idea of customization and a unique personlized experience.
The vistors to the luau will continue through the stations each representing a step in the pottery making process. There will be a space for completed Earth & Fire products to be displayed. The final station will allow visitors to create thier own miniature beach to take home. There will be miniature versions of E&F products to customize the appearance of thier sandbox.
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estimated cost of Luau - Fake palm trees 8 x 700 = $5600 from tropical expressions.com 9’ Queen Palms - Reclaimed wood tables 18 x $150 = $2700 custommade.com - Custom tiki chimineas 6 x $550 = $3300 custommade.com - Kinetic sand 10lbs/$.50 = $5 recipe at livingithaca.com - Reclaimed wood display shelves 6 x $600 = $3600 custommade.com - Thatch umbrellas & stands 9 x $105 = $945 amazon,com - Pineapple string lights 20 x 17.95 = $359 oogalights.com - $25 application fee, $75 city event permit - $150 for electrcity (needed for kilns)
Television Spot The focus of the television show is to promote how pretty the products are. We start by introducing the idea of the beauty of nature itself with an image of a Hawaiian beach. The music accompaniment will be a Hawaiian song playing along with the sounds of oceans waves breakingon the beach and tropical birds in the background. The simple narration will introduce the prduct name and then simply state “beautiful”. Four sets of ding ware will be shown on screen to allow the viewer a moment of reverence in regard to the products. Each set will transition with a twirl, alluding to the products being fashioned on a pottery wheel. The images will then fade out into the animated logo for Earth & Fire.
- $140 for Fire /Security personnel - $75 additional fee if food and/or beverages will be served (optional) -
Need approval of City Council 3 months in advance Need to provide Business ID’s Recieve Fire Marshall approval for chimineas and kilns Up to 16 people to work the event
estimated cost = $16,909
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Radio Spot
The focus of radio the spot will be to highlight the strength and durability of the products. The advertisement will be saccompannied by tradition Hawaiian music. It will introduce a typical dinner party setting with people talking and the sound of dishes clanking in the background. The listener will then hear the abrupt sound of dishes crashing to the floor.
Animated Logo
The animated is a simple hand-crafted letter E on a spotlight background. This represents the beautiful nature of the Earth & Fire products. The E spins into place as it was being created on a pottery wheel. The plumeria flower and leaves represent Hawaii and the natural materials used in creating the elegant dining ware. The ukelele jingle used in the logo also reference the Hawaiian culture.
The narrator will then encourage listeners to prevent this kind of disaster form occuring at thier next party by using Earth & Fire dining ware.
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