JUST WHAT YOU NEED
the TEAM
ANDREA BENNETT
YOON MO (SAM) SEONG
KOADY KINDY
JONATHAN DENZER
JUSTIN JIAJI FENG
KAITLYN FILIPP
the NAVIGATION
MARKETING & CREATIVE SUMMARY RESEARCH
CREATIVE WORK
SWOT ANALYSIS CAMPAIGN BUDGET
the CAMPAIGN
MARKETING SUMMARY
OBJECTIVE
To increase Capital Imaging’s market share in Lansing, Grand Rapids, and Metro Detroit.
UNIQUE SELLING POINTS - Exclusive digital printing services - Ability to ship anywhere needed - Eco-friendly printing services
TARGET AUDIENCE
We want to target small and medium businesses in the Lansing, Detroit, and Grand Rapids area.
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PLACEMENT
Due to the fact that smaller agencies are located in the downtown Grand Rapids and Detroit areas, we recommend maximizing budget and placement strategically to target businesses in those areas while maintaining a strong presence in the Lansing area.
DURATION The campaign will run for one year to create brand identity in the newly targeted Grand Rapids and Detroit areas. When the campaign is proven to be a success, the same concept with new ads will be implemented during the following year.
CREATIVE SUMMARY
Liu has created a campaign that uses the strategic development of creative messages to capture the interest of small and medium businesses that are seeking more efficient ways to print. The campaign, titled Just What You Need, will focus on developing Capital Imaging’s unique selling points in a lighthearted and informational approach. The tone of the campaign is LAIDBACK, LIGHTHEARTED, and TO THE POINT. This will allow consumers feel comfortable in trusting Capital Imaging for each of their digital printing projects. Each creative piece will be paired with the message, “Just What You Need” which simplifies Capital Imaging’s services into one, concise term.
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RESEARCH Conducting research on the industry and the competitors is crucial when trying to position your company.
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MANY BUSINESSES RELY ON
ONE PRINTING COMPANY FOR THEIR PRINT PRODUCTION NEEDS. SOME EVEN USE
UP TO 7
THE TOP THREE
QUALITIES
THAT COMPANIES LOOK FOR IN A PRINTER ARE
PRICE, QUALITY & SPEED
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SWOT ANALYSIS A company’s SWOT analysis addresses the strengths, weaknesses, opportunities, and threats that they possess in comparison to the competitors in the market.
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WEAKNESSES: Cluttered website that leads to customer confusion STRENGTHS: High quality digital prints
Small social media presence Unrecognized to small and medium businesses in Grand Rapids and Detroit
Wide range of print mediums Outstanding customer service Custom prints to fit every need
THREATS: OPPORTUNITIES: Room to expand into the Grand Rapids and Detroit areas Strong word of mouth advertising Optimal time to advance to the number 1 printing company in each area
Copious competitors in the Grand Rapids and Detroit areas Established network between printers and small and medium businesses in the Grand Rapids and Detroit areas
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7
the CREATIVE
PRINT ADVERTISEMENTS
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These advertisements touch on two user selling points; digital printing and eco-friendliness. These advertisements are designed to grab the attention of the consumers with an entertaining and informative approach.
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OUTDOOR
Mobile Mobile Billboar Billb
Outdoor advertisements have the ability to reach an extended amount of consumers. With unique approaches such as the Skyline Mobile Billboards, we can target multiple areas with one approach.
ClearChannelOutdoor.com ClearChannelOutdoor.com
Overall Area O
10’ 5” h x 22’ 8” 1
Critical Elem C Live / Viewable Live Area / Viewable Area 10’ h x 22’ 3” w10’ h x 22’ 3” w
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Keep all importK elements a min e from the bottom f design. d
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RADIO & TV
Radio and television are great mediums that allow Capital Imaging to reach a wide range of audience in the most cost effective way.
Shown above is a flash ad, which appears on screen during a 5 second spot.
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“Your Local Printer” 0:30 “We can’t” isn’t something said often around here. Proudly located in Lansing, Michigan, Capital Imaging let county lines define our boundaries. With clients from
“Why Order More” 0:30
over 9,400 miles away, we see nothing that stops us
(BELL RINGING, DOOR CLOSING)
from getting your print pieces to your door quickly and
General Print Shop: Hi there, welcome to the print shop!
safely. Capital Imaging is now your local printer. Contact
How can I help you?
Capital Imaging at 517-482-2292 for all of
Customer: I need 622 of these brochures printed.
your digital printing needs.
General Print Shop: Ah, I’m sorry, but we can’t print individual
serves as Ingham County’s Best Print Shop. But we don’t
quantities like that. You’ll need to purchase 700. (BRAKING SOUND)
w Capital Imaging offers a variety of digital print services to satisfy each and every customer at any time, anywhere. Remember, whether it’s 1 print or 492, on metal or
Voice actor: Stop right there, Capital Imaging has a solution. Before you are forced into buying more than you need, consider this. Capital Imaging has ability to produce products on an as needed basis without wasting your time and money. To get what you need, call Capital Imaging today at 517-482-2292.
paper, down the road or across the country, we’ll give you precisely what you need. Whatever it may be, wherever it may be. For more information on how to place your next digital printing order, Contact Capital Imaging at 517-482-2292. 14
DIRECT MAIL
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Using a creative and outgoing design, this direct mail piece will directly reach small and medium businesses in our target areas.
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WEBSITE DESIGN
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With a website redesign, we have provided Capital Imaging’s consumers with a simple navigation that will allow them to find exactly what they need quickly and efficiently.
NEWSFEED
that refreshes in real time. This keeps consumers up to date on the latest news at Capital Imaging.
PHOTO REEL
that rotates large, eye catching images that inform consumers on Capital Imaging’s latest products and technologies.
CUSTOMER LOGIN so both new and returning customers can easily place an order or get a quote quickly and efficiently.
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SOCIAL MEDIA
Although Capital Imaging has a fantastic presence on Facebook, the amount of consumers that have liked Capital Imaging (173) is not extremely large. A good way to improve this is by creating a small social media campaign where consumers can look forward to postings from the company about a particular subject on a particular day. Capital Imaging should also be sure to actively display the work that they are doing for their clients. This will let potential customers know about the products that Capital Imaging can produce. Although it is difficult to reach a particular audience that has a need for printing services, it is important to target the consumers that do fall under this category and encourage them to interact with the company. 19
Social media is an essential tool when attempting to connect with your consumers firsthand. The raw, direct feedback is data that can’t be found as easily anywhere else.
Extending a professional network throughout the target areas is important when trying to draw in small and medium businesses. Currently, Capital Imaging’s LinkedIn account has minimal activity and hardly any followers. This will stray consumers away with the impression that Capital Imaging is not an established company within the industry. All information should be filled out on the social media site so consumers can receive as much information about Capital Imaging as a company as they can. By extending Capital Imaging’s professional network, more businesses will see Capital Imaging as a trusting brand and choose them as their primary digital printer.
Displaying videos for your consumers can be a crucial tool that lets consumers get an inside look at what is going on behind the scenes of their project. This will make the consumer feel exclusive and have a better understanding of the process of their job. Currently, Capital Imaging’s YouTube account is out dated. The site is not constructed in a way that welcomes viewers to see exclusive, first hand videos of what goes into the print jobs that are produced. In order to draw in consumers, the YouTube needs to contain videos that include current projects, employee biographies, and recent technology that the company uses for their jobs. This will let consumers feel like they are more involved with the projects that are produced at Capital Imaging, which will encourage them to stay with Capital Imaging as their primary digital printer.
In order to take advantage of social media as a business, all platforms that are advertised need to be up to date. Capital Imaging’s Twitter account currently linked from the website is not being used to its full extent. Currently, Capital Imaging’s Twitter account is named after Bo Noles, which can confuse consumers. This can lead them to believe that this is a private account instead of a business account, which may discourage them from following the company. Changing the name to Capital Imaging consistently throughout Twitter will be more inviting to consumers on the website. Periodic tweets about recent events at the office, recent printing trends, and current projects are a great way to connect with consumers. Implementing this along with creating a voice for the company will intrigue consumers and encourage them to follow the company on Twitter, which will lead to future sales.
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CUSTOMER LOYALTY PROGRAM
Capital Imaging will establish a customer loyalty program to ensure that current customers receive benefits for returning for business. Providing incentives such as discounts on purchased prints will keep current customers loyal and retain new customers as well.
DIGITAL DISCOUNT PROGRAM
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the DIGITAL DISCOUNT PROGRAM from Capital Imaging Capital Imaging’s new customer loyalty program called the Digital Discount Card that will not only increase business, but also retain new customers while keeping your current customers loyal. With the easy-to-track point system, Digital Discount customers will earn 5% off of their total with each printing purchase made at Capital Imaging. The discount will be available to members during their first purchase after enrolling in the program. Signing up for the Digital Discount program will be at no cost to the customer. Our program will increase customer happiness and keep them coming back to Capital Imaging for their digital printing needs. The added incentive of the Digital Discount program will show an increase in sales that correlates with the members that join the program throughout its duration. As Inc. research shows, a 5% increase in customer retention can lead to a 25% -100% increase in profit for your company, making Capital Imaging an even more successful business than it is now. 22
the BUDGET 23
TIER 1: $25,000
TIER 2: $50,000 TRIVISION BILLBOARD
NEWSPAPER
DIGITAL BILLBOARD
RADIO
RADIO
SOCIAL MEDIA
WEB DESIGN
BILLBOARD
WEB DESIGN
SOCIAL MEDIA
NEWSPAPER
TV DIRECT MAIL MAGAZINE
MOBILE BILLBOARD WEB DESIGN
TIER 2: $100,000 SOCIAL MEDIA
DIGITAL BILLBOARD
TRIVISION BILLBOARD DIRECT MAIL MOBILE BILLBOARD TV
RADIO
NEWSPAPER Complete layout of budget located in the last page of the book
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Capital Imaging is a business document and graphics printing company specializing in on demand, printing, and graphics for small and medium size businesses. We print the wide format and small format documents and graphics your business needs to be effective. In addition, there are no minimum or maximum order quantities, so you can order only what you need, right before you need it. We’ll make sure your order is received, understood, and on time. Capital Imaging is just what you need.