The Building Block: “Build Your Team Brick by Brick”
A Marketing Proposal by Concept Kitchen
Tower of Contents
1 2
Strategic Challenge
Opportunity
3
Concept
4 5 6
Posters
Online
Box Kit
7 8
Event Day
Budget
9
Timeline, Tracking, + Control
Works Cited
Strategic Challenge LEGO is a brand that is typically considered a creative outlet for children, but LEGO wants to make it a product that also appeals to adults in order to expand their market and product offerings. In addition, corporate offices are sterile environments so the goal is to bring color and creativity to the space.
1
Opportunity Innovation, strategy, and creative office elements are trendy right now- companies want to look fun to attract young employees. This would be a great way for employees to become more engaged in the company, take a break from normal office life, and become more connected with each other. This looks good for Lego and for the companies that want to be involved- lego gets more involved in corporate business sectors and corporate businesses can brag about being involved in an innovative event. There is no current Lego marketing strategy/ products geared towards corporate companies. Lego’s primary focuses are on children and some adults who already know the brand, are creative, and love to play with Lego products.
Adults can play with Legos, too!
2
Concept We were inspired by team building corporate competitions. Since we are working with LEGO, we wanted to create a competition that fostered team building and creativity through the simple act of playing. This competition would be the marketing jump start for a new line of Lego corporate team building packs that would be sold to help businesses boost their creative potential. This day honors the creative potential all companies have. Creativity and collaboration is the key to continuing growth and success in the modern, ever changing work environment. Helping companies hone the ability to solve challenges in a more creative, unstructured way is the primary focus of this whole competition.
3
Advertisements
4
Online
The Building Block
Call for submissions!
Lego.TheBuildingBlock.com
Submission Details
Timeline
Enteries
Build Kit
Connect
“Build Your Team Brick By The Building Block
The Building Block is a corporate design and buildi ng competition where spontaneity, team collaboration and imagi nation intertwine to produce amazing, creati ve results. Join, build, create WIN! All you need to do , play and to start is sign up.
FAQ
Brick� Us Sign Up!
Current 22 Sub missions
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Corporate Box Kit
Corporate Box kits can be ordered by companies wishing to participate in the competition. The preliminary rounds of building take place right in the office! The kits include everything that each team needs to participatelegos, prompts, schedules, and team roles.
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Event Day
The Building Block: “Build Your Team Brick by Brick� The final Round of the Building Blocks competition will take place on the weekend surrounding May 7th. A submission period will run throughout March and initial rounds of design build-offs will happen during April. Design prompts will be given weekly and company submissions will be judged and voted on via social media channels. Three companies with the highest rated design Builds per week will meet for the final build off day. We chose this day because corporate earning seasons fall in the months of January, April, July and October. In order to avoid any scheduling conflicts, the day will be held in May. This day also represents the start of the summer season. Being an outside competition, we wanted to decide on a day that could give us the best chance at good weather given our desired location.
The day will consist of a live build-off between 3 of the top-voted creative build teams. Company teams will be given various prompts. Each round of the final build-off (3) will have a different prompt. The build-offs will be broadcast via social media channels such as SnapChat, Youtube, Instagram, and Facebook. These channels are also where live voting will occur to determine the best team builds as the day progresses. Lego will have representatives at the final day who will also be responsible for setting up the preliminary events of the competition. We will invite companies of various industries to compete against each other throughout the month of April, and eventually in the final day on May 7th. We want an even mix of companies in the Financial, Design, Software, Government, Healthcare, etc industries.
Build yo Brick ur Team by Bri ck!
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Budget 1
Travel Expenses
$4,500$6,300
2
Location
Provided by LegoLand Florida
3
Hotel expense
$168.33/night $1,346.54
4
Catering
$2,500
5
Lego kits + shipping
25 kits total 375 + 250 = $625
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Promotion Online
Utilizing only free social media platforms
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Promotion Physical
Posters, subway, bus, taxi Total : $277,500
(
Subway entrance Ad Exterior bus Ad Interior bus Ad Bus shelter Ad Taxi
Total:
$3,000 $1,000 $5,000 $1,500 $45,000
)
$287,241.64
In terms of producing the new Lego corporate toolbox, it will be similar to introducing any new line of Legos. Cost is tracked by material costs per lego ($0.020), production costs ($0.033), and tooling costs ($0.037), totaling $0.090 per part. The highest costs will be the tooling for new moulding machines, so we will utilize many existing Lego piece forms in the kits to minimize excess costs of production.
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Timeline January-February -Early promotional periods -Physical advertisement launch -Beginning of social media launch -Begin submission period for entries
March -Increased social media presence -Physical advertisement in 5 major cities -Continue submission period for entries -Begin first round of competition -Send out Building Block Lego packages -Host live challenges on social media every friday
April -Continue live challenges every friday
Tracking + Control All live tracking of the competition from March-May will happen through social media channels. SnapChat live stories, instagram, and Twitter will allow for a mass audience to be reached almost instantly so that viewers can watch, track, and vote for the best designs.
-Voting on social media -Record and promote on social media -Cut physical advertisement
May-Kickoff! Host final round of Live challenge on May 7th at the LegoLand Florida Resort 9
Works Cited http://legolanddiscoverycenter.com
http://bricks.stackexchange.com/questions/6253/how-much-does-anaverage-lego-brick-cost-to-produce
http://legoland.com
http://www.lego.com/en-us/