Canon Canada - Intergrated Marketing Campaign Proposal

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EXECUTIVE SUMMARY This report is an Integrated Marketing Communications (IMC) campaign designed to promote Canon Canada‟s 40th anniversary while leveraging its latest digital single-lens reflex (DSLR) camera, the Canon Rebel T4i. This IMC plan will occur within the time frame of January 2013 to December 2013.

The report presents findings from research on the $882 million camera and accessory industry in Canada.

Canon Canada is the market leader with a strong 31% market share while Sony, Fuji Photo Film, Olympus, and Nikon trail at 13.7%, 12.1%, 9.6%, and 8.0%, respectively. The digital camera industry is evolving with technological innovations as well as increased picture sharing amongst the general population.

Post-secondary educated Canadian males and females between the ages of 25 and 34 were chosen as the target audience for this plan as previously defined by past marketing campaigns. Research shows that consumers in this age bracket are more technologically savvy and enjoy sharing content online.

The benefits and challenges of the various IMC tools were evaluated against the target audience. Keeping within a budget of five million dollars, television advertisements, out of home media, internet marketing, social media, sales promotions, contests, and public relations were chosen as part of the IMC. Advertising and internet marketing were chosen as the lead media tools because of their effectiveness with the target audience.

The 40th anniversary campaign is titled “your moments” and aims to create an emotional connection with the target audience. This emotional appeal is conducted through the illustration one‟s memorable life moments. Furthermore, consumers are encouraged to share their significant moments with others as the campaign provides opportunities to do this offline and online. Canon‟s anniversary is celebrated throughout the campaign with an underlying theme of the number 40 in all produced creatives and products to remind the target audience of the company‟s rich history. In addition, the Canon Rebel T4i is featured as the ideal camera to capture and share these moments.

This campaign will lead the targeted consumer to make connections between life‟s special moments, Canon Canada, and the Rebel T4i. The success of the IMC campaign will boost Canon Rebel T4i sales and provide a spillover effect into other product lines to increase Canon‟s digital camera market share by 1.9% to 33% in total by the end of 2013.

CONTENTS

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INTRODUCTION Goro Yoshida produced Japan‟s first ever 35 mm cameras in 1934, starting a company he originally called Kwanon, after a famed Buddhist monk known as Kannon. In 1947, after success in various photographic and optical instrument developments, the company was renamed, and Canon Camera Company Incorporated was born.

Canon followed an aggressive research and development path throughout the next 40 years, branching out into various areas of precision optics, as well as professional and broadcast imaging equipment. At the same time, they expanded into various other business areas such as industrial copiers and smaller office equipment.

Canon produced its first SLR camera in 1971 and its first digital camera in 1984. A few years later, their EOS (Electro-Optical System and the mythical “Goddess of the Dawn”) range of lenses and bodies emerged, creating a stir amongst existing lens owners now unable to use their older lenses on the newer bodies. However, Canon recovered by proving the EOS equipment was completely superior to anything else available at the time, and by 1990 had captured the vast majority of the professional photographic market.

In 1973, Canon Inc. officially entered the Canadian market and was the official camera sponsor and provider of Montreal's Olympics Games in 1976. Leveraging off the US market and initiatives, Canon Canada enjoyed success and growth. Today, 40 years later, Canon is a recognised leader in photographic equipment with a market share almost four times that of its closest competitor. With the ongoing advancements of digital photography technology shared by most competitors, staying ahead of the pack is an ongoing challenge for Canon.

Now that Canon is entering its 40th year in Canada, it is the perfect time for Canon to thank its loyal and growing customer base by launching an anniversary campaign which creates a strong connection with existing and potential markets alike. The launch of the latest version of one of their perennial bestsellers in the popular Rebel range, the T4i, also ties in perfectly as Canon celebrates four decades in Canada.

Cameras are becoming more and more a part of people‟s lives, and as they look for new ways to connect and share their experiences and moments with one another, they must have only one brand in mind: Canon.

This integrated marketing campaign proposal by Distinct Creations outlines a complete, effective and focused campaign underpinned by exhaustive research, bolstered by a deep understanding of the current and future DSLR device and consumer developments. It will remind the Canadian public of Canon‟s importance in their lives for the last 40 years, and create unsurpassed levels of consumer loyalty and grow their preference for the Canon brand.

MARKETING OBJECTIVES "Between January 2013 and end of December 2013, with a maximum budget of $5 million, the integrated marketing campaign proposal aims to increase Canon Canada’s consumer digital camera market share by 1.9% to 33% total.”

In 2006 – 2010, Canon Canada Inc. has been experiencing a slight market share decline, dropping from 35.7% in retail volume, to most recently 31.1%. This drop in market share is largely a result of Canon‟s dependence on their large sale volumes of pointand-shoot cameras declining against the improvement in mobile phone cameras. Despite this decline, Canon still holds a strong lead over the competition in Canada, as it diversifies its product lines with high-end removable-lens/SLR cameras which are highly regarded for quality. In addition, detachable lens camera sales are projected to increase by 20% in the next four years (Euromonitor International, 2011).

The 40th anniversary of Canon Canada Inc., the growth in removable lens DSLR cameras, and their immensely popular Rebel range of mid-level DSLR camera spearheaded by the recent launch of the Rebel T4i, provide leveraging opportunities to regain Canadian market share by an expected 1.9%.

SITUATION ANALYSIS The camera industry and market has experienced massive shifts in Canada over the last decade. This is marked by the widespread adoption of digital cameras, improving smartphone camera abilities, more tech-savvy consumers, and the proliferation of social content sharing websites.

The following section investigates the various influences that Canon must be aware of in devising a successful campaign for its 40th Anniversary, and the Rebel T4i.

POLITICAL Very little political influence exists within the industry besides those which affect consumer purchasing power. Import duties between countries affect the pricing of products, but Canadian consumers tend to actually pay less for Canon products than US customers, as shown by the example of Canon‟s T2i in Figure 2 below. These results are echoed in Canon‟s official US store and various 3rd party retailers as well, on either side of the border.

Of course, these price differences stem more from logistical impacts, and not political/tariff influences, or from deliberate marketing strategies by Canon and its affiliates, vendors and resellers. What is worth noticing is that the price in most developed countries is quite similar, even in Asia, where the “street price” of a Rebel T3i is around ¥50,000, or a little over $700. In more rural areas such as Africa and South America, the T3i can retail at over $1,000. Political policy, import duties and market stability may play a part in this, but it is caused mostly by their poorer Yen exchange rate, and lower volumes of demand.

ECONOMICAL Canadian spending trends greatly affect the success of Canon. Figure 3 below shows how Canadians‟ debt is increasing, and thus reducing consumers‟ disposable income. This allows for less spending money on big-ticket items such as the Rebel T4i, though the consumer camera industry is still worth over $882 million (Statistics Canada, 2006). There has also been a shift from gifting to purchasing for one‟s self. These “self-gifters” are willing to spend more when they are buying for themselves rather than gifting for others. In 2011, consumers purchasing cameras for themselves spent an average of $216, whereas those gifting to others spent only $183 (Cutting, 2011).

Detachable-lens camera purchases for one‟s self grew from 10% to 12% of units, compared from October 2010 to end of 2011. Higher-end cameras are becoming more important to consumers, giving Canon the opportunity to inform and capture this upcoming “serious amateur” to professional market, as the gap between casual photographers and hobbyists grows, and they inevitably fall into the potential DSLR-user consumer market or avoid it completely. These spenders are no longer buzzing about their point-andshoot cameras (largely due to the use of smartphones as equivalent), but rather the more professional equipment and photographs they are taking, even though the investment (both in time, money and skill) is somewhat higher with DSLR equipment (Cutting, 2011)

Simply put, users are capturing excellent images using the smartphones in their pocket, which they have already invested a few hundred dollars in – they do not see the need to invest the same amount of money into a marginally better point-and-shoot device, and therefore if they want better images than their phone delivers, will rather invest a little more and leap into DSLR territory. Furthermore, these high end smartphone users‟ tend to have above-average income, so their economic situation usually allows them to afford considering this investment ("Mobile App Inventory", 2011).

SOCIAL Being able to share one‟s life and experiences through photographs has become a societal expectation for most since the turn of the century (Gannes, 2012). People are somehow drawn to and recognise the power, almost immortality, associated with the photograph, despite its ubiquity (Krieger, 2010). Massive digital camera growth, enhanced cellphones with built-in high resolution cameras, cheap, mobile, high speed bandwidth, as well as the growing number of websites and high definition hardware to best display and instantly share these memories has ballooned the image/video sharing phenomenon.

Figure 4 on the right shows how sites such as Instagram, Yfrog, Plixi, Twitter, and Facebook, combined with the more professional sites (some hosted by camera manufacturers themselves) such as 500px and Flickr, having recently surpassed 6 billion uploads. These sites offer budding professionals and snap-happy socialites the chance to show their abilities and experiences in real time, when they wish, alongside some of the world‟s best contributions ("A Picture Can Say", 2011).

While this does not translate into DSLR users, it shows the interest in photography in general, which spurs on purchases across the range.

Facebook‟s recent purchase of Instagram for $1 billion is another indication of the massive growth and demand for digital image sharing (Wood, 2012).

Photographers consider themselves artists, and in this respect consider their experience and ability more important than the equipment they use – although they do recognise the importance of quality photographic equipment, they agree that it will not make an excellent (or even good) photographer from someone who is not willing and able to learn how to properly use the equipment, their subject, and their surroundings properly (Mansurov, 2010). Photographers love to share pictures they are particularly proud of amongst their peers, even more so when using lower end equipment, or little planning, manipulation or effort. By doing so, they acknowledge that the most important aspect of being a good photographer is being able to recognise a potential or existing fantastic image when it is in front of them (Penn, 2011).

Another interesting aspect of the social nature of keen photographers is their fierce brand loyalty. People describe themselves openly as a “Canon-person” or “Nikon-guy,” yet just as openly admit that there is very little difference between the various competitors (Ort, n.d.). As mentioned above, this stems from them, as a social group, wanting to be recognised and remembered for their ability to capture moments and images, not for the equipment that “did it for them.”

This creates a strong sense of camaraderie, and unlike many other consumer product forums and discussion panels, there is almost no belittling of the competition or unnecessary negative opinions expressed regarding brands they do not use. In fact, the higher up in the photographic circles they are, the more humbly they tend to admit that great photographs can be taken in the briefest of moments, with little effort, with the most innocuous piece of kit. Some go so far as to parody and ostracise those who vehemently claim one brand to be conclusively better than another (JoeyLawrence, 2009).

This also means that amateur or starting photographers are easily accepted into professional social circles – as long as they recognise the importance and dedication it takes to become a photographic artist, and not attempt to do so with expensive, professional gear they do not understand. These people generally fall by the wayside of passionate photographers, and those who endure through the ranks of skill and product become respected, almost revered, and lifelong lovers of the art.

TECHNOLOGICAL The digital camera industry has and will continue to consistently experience innovation. Pixel count for image sensors, components of digital cameras responsible for converting optical images into an electronic signal, have been increased via two methods: decrease pixel geometry or increase total image sensor size. Each method provides different positive aspects, such as a wider field of view areas or maintaining the standard sensor size (Pangburn & Ciccarelli, 2012). In addition to increasing pixel count, sensors have also been improved to increase frame rates. Despite this increasing pixel count in the latest digital cameras,

90% of all DSLR camera owners rarely print their images larger than an 8x10� format, making the argument for more than 5 megapixels a contentious topic amongst consumers (Kanarek, 2011).

Historically, point-and-shoot cameras have been the majority sold in the digital camera market, spurred on by a desire to upload and share these online. However, cameras built into mobile phones have been improving continuously, along with their immediate upload ability, as evidenced in Figure 5 which tracks the source of images uploaded to Flickr. The growth of mobile phone cameras has eroded the need for entry level point-and-shoot cameras, making these lines less attractive to manufacturers (Euromonitor International, 2010).

Facebook, Twitter, Flickr, and similar social media sites and blogs have had a major impact on supporting digital camera sales, especially with younger consumers and technology enthusiasts. This technology trend has been acknowledged by manufacturers with the inclusion of Wi-Fi, GPS or 3G connections on new camera models for data transfer (Euromonitor International, 2011).

In 2009, consumer expenditures fell by 3% compared to 2008. Because of the 2008 recession, prices for high end electronics capable of displaying high definition media, such as TVs and monitors capable, were driven down and now there is an increased demand for high-resolution image capturing equipment (e.g., DSLR cameras) (Euromonitor International, 2010).

Digital cameras are traditionally split into two categories: point-and-shoot cameras and digital single lens-reflex cameras. In 2011, mirrorless cameras (also known as micro four/thirds cameras) began their popularity increase. Mirrorless cameras combine the usability of DSLRs with interchangeable lenses, in a smaller package closer to point-and-shoot cameras. Most major camera manufacturers have or will have a mirrorless camera in their product line-up, but Canon has not announced any plans as yet to produce one (Euromonitor International, 2011). This may be problematic for Canon, since Nikon already has announced their mirrorless prototypes, and in February 2012 mirrorless cameras surpassed DSLR sales in Japan ("Impressive in Japan", 2012).

DSLR cameras have interchangeable lenses, allowing photographers to use the best lens for the photographic needs.

Photographers acknowledge that the price of the camera body may pale in comparison to potential lens purchases to get the most out of their equipment, and therefore the availability and cost of lenses influences camera choice. Multiple categories of lenses exist, such as prime (standard), zoom, macro, and special purpose lenses. Major camera manufacturers, such as Canon, produce their own lenses compatible with only their DSLR body. Specific mount systems, the interface where the lens and body meet, restrict lenses of one manufacturer to be used with the DSLR body of another. Adaptors, such as Novoflexâ€&#x;s Lens adaptor, allow Nikon lens on Canon DSLR bodies, providing end-users more flexibility ("Novoflex Adapter", n.d.).

Specific to Canonâ€&#x;s technological advances, there has been emphasis placed on their new DIGIC 5 processor, which is incorporated into the Rebel T4i, as well as their more professional brand new 5D Mark III and some top-end PowerShot devices.

With its much faster processing speed, live autofocus, and ISO sensitivity levels (amongst more), it allows for faster burst shots, improved low light photography, and overall better image quality than most of the competition right now. This should play well against the historical success of its predecessors, the T2i as 4 th most popular DSLR in the US, and the T3i in 7th place as of April 12, 2012 ("Top 21 Digital SLR Cameras Sales", 2012).

STAKEHOLDERS Research indicates that the primary stakeholders of Canon are their customers, shareholders/investors, suppliers, and employees, each of which consists of different policy and management styles.

CUSTOMERS Canon's mantra is "Design for use", and they achieve this by creating products that are user friendly through the process of functionality, operability and convenience, in a real world usage situation. They incorporate customer perspective into their product designs to better achieve a fully user-friendly interface within the final product (Canon, n.d.).

Launched in 2009, Canon currently employs its Company Universal Design Project, where they aim to create a design that is universally accepted regardless of age, gender, nationality or physical ability. This goes hand in hand with their policy of "making user-friendly products". Since then they have been working hard to further enhance user-friendliness in products by constantly raising awareness with the development teams as they are working on new products. Lastly, this product's aim was quoted to "work to develop products that all of our customers can use with ease, as well as to generate new product value with the aim of increasing the satisfaction of a broader range of users." (Canon, n.d.)

Through the application of their mantra and policies instigated by their project, Canon has successfully created several departments and tests to measure and maintain product quality in these fields. Canon have realised numerous improvements in their latest products, with positive feedback from consumers regarding their improved user interface.

SHAREHOLDERS/INVESTORS Canon Inc. currently lists 1,334 million outstanding shares and approximately 181,000 shareholders (Canon, n.d.). Canon is keen on providing accurate information regarding their management and business strategy and performance to shareholders, investors, and security analysts in a timely manner.

To measure themselves and provide a standard to work against, Canon has developed their own guidelines to providing fair and prompt information disclosure. In addition to that, Canon holds multiple briefings and investor relations events throughout the year, while including any relevant non-confidential information on their website. Most importantly, they show their support for their shareholders by releasing a monthly bulletin outlining concerns and suggestions of major group company presidents, helping improve management and operations throughout the workplace. These groups of companies are not limited to a single location, but to shareholders and investors throughout the world.

EMPLOYEES To create a truly powerful and sustainable working force, Canon Inc. developed their own corporate philosophy they labeled “Kyosei” (Canon, n.d.). This translates to "Living and working together for the common good". Canon Inc. boasts that no Canon Group company has ever been in violation of any laws relating to child or forced/compulsory labour.

Canon has a strict code of conduct against discrimination for all employees, regardless of position. The code is translated in 11 languages, along with various presentations to promote discussion throughout the company. In addition, they carry out collective readings on this code, as well as discussions concerning work-related risks twice a year at every working location. They also have a zero tolerance policy for harassment, which is widely communicated throughout the company, much like their code of conduct. A training program for employees to learn the right procedure against harassment was created in 2010 which has sported over 3,000 employee's participation since (Canon, n.d.).

Canon also has several programs to expand their scope of responsibilities and advance empowerment of groups such as women, and persons with disabilities. They put concerted effort into maintaining equal rights for all, while promoting women into higher managerial positions. Also, they have hired more than 365 disabled persons as full-time employees with a large variety of responsibilities, constituting 1.93% of all Canon employees. In addition to this, they also have programs to promote intercultural training, and work opportunities for retired people (Canon, n.d.).

Canon was one of the first Japanese companies to promote increased productivity in business operations through the introduction of such initiatives as a five-day work week and shorter working hours. They participate in the Work and Life Harmonization project, which is also sponsored by the US Ministry of Health, Labour, and Welfare. One example of this is their 2008 action plan's slogan "Work hard, rest well - create an efficient work style within company hours." Results are measured by the fact that in 2010, an average 80% of employees left work at their designated time – unusual in the Japanese culture. Also, detailed lists of an increasing number of people taking advantage of the child/nursing care leave structure are released each year as a litmus test of employee wellbeing (Canon, n.d.).

OTHERS Canon is associated with many charities across Canada and the world. One prime example would be their efforts in helping with the recovery of Japan after their tsunami disaster. Canon has donated a total of ¥300 million for aid and relief with the Red Cross, alongside ¥100 million to the prefecture. Also, they provided services (such as equipment repair) at half price for customers who were affected by the disaster.

Canon Inc. is also involved in their green initiative named the Clean Earth Campaign. This helped create Canon America's Environmental Charter, as shown in Appendix 1: Canon Environmental Charter. In this charter, Canon outlines their

environmental assurance philosophy: to "pursue maximisation of resource efficiency and contribute to the creation of a society that practices sustainable development." This campaign was created in 1990, when Canon officially "formalised its commitment to environmental conservation." This campaign is what Canon follows with their workplace conservation and recycling activities.

Also through this campaign, Canon sponsors the Canon Envirothon, a non-profit organisation established to coordinate the delivery of an environmental education program for high school students throughout North America and WWF-Canada.

COMPETITIVE ANALYSIS Canon‟s rich and innovative history has made them the leader in the overall retail photography industry with a 31% market share (Euromonitor International, 2011). This has been largely due to constant innovation and ensuring they are leading or competing with current developments.

However, this strategy has been threatened over the last few years as the consumer photography segment (and their demands) become blurred between casual, amateur and professional, with continual leapfrogging of manufacturer advancements by the major competitors ("All New Cameras", 2012). Canon‟s long-time DSLR competitor in terms of price, technical ability, and product/brand recognition, is Nikon; while they only enjoy an 8% market share, they compete with Canon with higher end products which have very similar technical abilities and price brackets as Canon‟s top items. The difference in market share that Canon has is due mostly to their broader range in the lower and entry level markets (“point-and-shoot” cameras), which Nikon do not produce as aggressively. Also, Canon‟s presence in many other product lines and business areas has created larger general brand awareness, especially for less informed camera buyers.

Brands such as Pentax, Leica, Olympus, Lexar, Sony, Panasonic and many others, some shown in Figure 6 above (Euromonitor International, 2011), also produce competitive products; however, they are not as vocal about their loyalty. Many other brands also specialise in lens manufacture or very niche photographic devices, and less so camera bodies or a full spectrum of products, but are recognised as excellent products. In terms of overall camera product offering, Canon and Nikon are, technical excellence and even this document, the gold standard by which others are measured, Even though Sony claims the second largest market share (Osati, 2011). The arguably closest competitor would be Sony, who are investing large amounts of development into micro four-thirds camera technology and already have competitive bodies, but not as much a reputation for lens quality or range.

EVOLUTION OF THE MARKET When the digital camera launched to consumers 17 years ago it was revolutionary, and manufacturers only had to cram as many megapixels, zoom capabilities and technical features for one product to be deemed better than the competitors‟ (Bellis, n.d.). For a while, this trend continued, until around 2010, when top end cameras were boasting around 20 megapixels, and even entry level digitals around 10 megapixels, often with interchangeable and with little difference to differentiate them.

This meant that manufacturers had to start focusing on building in other technical capabilities to set them apart from the crowd.

Add to this the fact that consumers, now familiar with the technology, were realising that pixel counts were not the only thing making one camera different from another. Things such as shutter speed, ISO compensation, sensor quality and lens capability began to influence consumers‟ selected set as they searched for a good digital clicker (Rockwell, 2008). Furthermore, it was researched that around 90% of digital photographs are never printed larger than an A4 sheet, which requires only a 5MP image, so the threshold for megapixel effectiveness was quietly passed for most consumers. However, buyers continued to demand higher resolution as an ineffective benchmark of quality, so most manufacturers obliged with massive sensor resolutions which are largely underutilised in lower end cameras (Mars, n.d.).

Another major influence was the massive increase in camera quality incorporated into mobile phones - around 27% of spontaneous photography is taken on a smartphone, up from last year‟s 17% (Zhang, 2012). Sony started the trend by making the first truly capable “phone/camera” by porting its popular CyberShot technology and branding into some of its better mobile phones, and created the first 8.1 megapixel camera (the C905) in 2007, which had many camera-like features such as a Xenon flash, scene modes, and optical zoom. Just five years later, the massively popular iPhone 4 and most high end Samsung and Sony phones carry similar capabilities.

According to the NPD Group‟s Imaging Confluence Study of 2011, this has massively reduced the “point-and-shoot” camera market by 17% (13% for pocket camcorders), and the overall camera market by 8%, as shown in Figure 7 below ("Craze for Smartphones", 2012). Canon has never competed in the mobile phone market, and their entry level market share is significant, so this is a major threat to them, as well as fellow lower-end competitors such as Sony, Fuji, Olympus and Kodak, while the likes of Nikon, Lexar and Pentax, focused on the higher end, would not feel this impact as much.

This has split the photography world in many ways. People who bought a cheap camera and needed little else now just use their smartphones, and those who need something more capable are looking higher up the level than a good point-and-shoot model (Dachis, 2011). DSLR cameras also quickly moved from “professional” to “serious amateur” status between 2008 and now, as prices dropped, competition rose with demand, and enhanced sensor capabilities allowed much improved scene modes to make using a DSLR much easier. In these frantic five years, Nikon and Canon especially found themselves continuously releasing new competitive models, with short cycles, always trying to match the other in terms of price, features and technical ability.

However, there is still no distinct line between professional and “not professional” levels of photography, and thus equipment – simply due to the fact that so much of good photographic output depends on user skill (Milthorpe, 2009).

The market for cameras is currently in upheaval and has experienced ongoing change over the last few years, and is not looking to settle for a few years to come – the main ones being the development of “mirrorless” cameras and micro four-third format bodies. Some call this “3rd Generation” (Ratcliff, 2012) camera technology, and early adopters are embracing the few models which have been released. Surprisingly, Nikon and Canon, our two benchmarks, have been cagey and seemingly sceptical of the new technology, while Fuji, Olympus and Sony are throwing much effort into them.

BRAND AWARENESS, LOYALTY & STRATEGY Canon tended to “allow” rumours of new products to surface and quickly (usually within six months) produce a product which meets most of those anticipated features - this kept Canon buyers lined up and happy, but also annoyed them as there was always a newer, “better” product coming out year after year. Nikon tend to draw out the rumour mill with more sparse launches (and more significant improvements per launch), which creates buyer anticipation but also backlash against delayed releases. Other competitors tend to follow closely behind, but their niche or lower/broader appeal is less closely followed than the ongoing Canon/Nikon marketing and product war. Moreover, Brandz Top 100 List places Canon at number 20 in both the Technology and Riser categories, showing significant growth and advancement in recent years (Brandz, 2011).

Other interesting competitive aspects of the photographic world are the buyer involvement and brand loyalty. Canon buyers tend to pass through an intense learning model most comparable to the hierarchy of effects model to support this nature and tendency (awareness, knowledge, liking, preference, conviction leading to purchase), also due to the higher price of the product as a prestige item. They do a lot of research, calling on internal and external information during their search. Once a purchase is made, owners are usually fiercely loyal, due to many factors; firstly, the high cost; second, most buyers invest in expensive lenses and other accessories which are bought based on their compatibility and performance of their chosen camera body model; and thirdly, as mentioned, there is usually very little to differentiate one brand‟s performance from another - neither brags true “killer features” over the other, so staying with a brand makes sense (Ort, n.d.). In fact, professional and career photographers (who assume the luxury of choice regardless of cost) usually use a variety of camera brands interchangeably, since the benefits between them are often so limited, they are whittled down to almost a singular photographic situation or environment.

However, with Canon‟s almost visceral brand loyalty, added to its central positioning, often comes a tendency toward complacency – it is much easier to remind and retain an existing customer, but much harder and up to seven times more expensive to gain new ones ("Only One-Half of Brands", 2012), especially in this industry of fanatics. Canon may be accused

somewhat of this, as they do not have any readily identifiable mass marketing efforts currently in circulation. While it is not hard for a Canon fan to find Canon information, the “on-the-fence” or casual user does not receive much exposure. The risk of this is highlighted in Figure 8 below, showing how around only half of marketing executives agree that they know and engage with their brand loyals anyway, and less than half even believe their retention strategy is working.

Because of all of the above influencing the camera market, manufacturers tend to focus on their core competencies and segments: Sony has a massive range, competitive prices and uses the latest internals, but no significant point of difference or lens reputation; Olympus have a smaller range, but use high end components and a reputation for excellent built in lenses; Fuji have everything from professional grade to some professional products, but only a few stand out as excellent when compared to others; Pentax have a great reputation, enjoy niche status, are solid in construction, and use the best components, but are expensive, difficult to service, have limited lens compatibility, and have rare releases. Canon and Nikon are essentially the only two which compete on all these influential factors of cost, range, accessories, price, quality, aftersales service, and reputation.

Canon‟s Rebel T4i, in terms of price and capability, fits the widening gap between casual and professional as point-and-shoots become more obsolete. It also is one of their first cameras to offer their new DIGIC 5 processor, which will be used in all its professional grade cameras in the future, as well as various other sensor improvements ("Canon DIGIC 5", 2011). People are looking for a camera that bridges the gap between amateur and professional; to do this, the camera must be technically capable, upgradeable, easy to use and carry, and yet affordable – the Rebel range is all these things, as proven by successful predecessors.

SWOT The strengths, weaknesses, opportunities and threats of Canon global are largely reflected in Canon Canada. This can be attributed to the fact that their North American market accounts for the majority of their sales and marketing focus. Canadian buyers tend to largely follow the American market habits, and as such, we researched the entire list of global SWOT items and applied knowledge of the Canadian camera market to identify the most relevant influences.

STRENGTHS 

Worldwide brand recognition and equity

Canon is a brand that is widely known in Canada, and around the world, by a large demographic of consumers. This high brand awareness and recognition allows them to be able to focus their campaigns on creating an emotional appeal with their target market, rather than simply informing them of the Canon brand equity or a specific product launch. The brand carries an inherent promise of quality to a knowledgeable and loyal market (Brandz, 2011). 

Leader in new photographic technologies

Canon is a recognised developer and leader in many new imaging technologies. They often release new innovations first, allowing Canon customers to experience the new technology before other brand users. It also creates awareness about the brand because their name is associated with the new advances. Canon‟s imaging products extend far beyond simply cameras, which gives them a massive research and development platform from which to source and implement the latest camera technology.



Brand loyalty

As discussed, more serious photographers are often very loyal to their camera brand. Professional cameras are considered a bigticket item and photographers do a great deal of research before purchasing. They will choose a brand based on quality as well as features that appeal to them. Once a brand is chosen, consumers will often not switch due to their faith in the brand, along with the expense of replacing any accessories that enhance their camera (Euromonitor International, 2011). Therefore, Canon does portray a strong brand loyalty, due to their customers, which creates a strong customer base for Canon to retain and grow. 

Market share leader

Canon holds a 31% share of the digital camera market share in Canada, which is a huge asset to Canon‟s overall image within the photography industry (Euromonitor International, 2011). This title not only draws more customers to the Canon brand, but also makes Canon users feel proud and confident with their choice of using Canon products. 

Online purchasing platform

Canon allows a direct sale platform on most of their consumer products from their websites, making it easy for customers to buy Canon products and know they are getting genuine, guaranteed equipment from Canon themselves.

WEAKNESSES 

“Big Box” image

Canon is perceived by some consumers as “doing too much” in terms of their product lines and widespread target market, and not specialising in excellence in any one area of photography. Professional photographers worry that Canon occasionally sacrifice build quality and professional-grade features for cost savings and ease-of-use so that it can market to a greater audience.

Canon buyers are occasionally branded as “followers” due to this attitude, which is grossly capitalised on by their competitors.

Canon must address this weakness by always communicating that they only ever compromise quality with price when and where absolutely justified, and that their products perform just as well as those with magnesium housings, more expensive lenses etc. 

Lack of differentiation

The camera industry is overflowing with manufacturers, products, and new technological improvements, all of which are largely similar and shared. Optical imaging technology is so well shared amongst competitors that a continual game of leapfrog gets played, where as one launches a new innovation, competitors quickly match it. Canon has not been able to create a large sense of differentiation amongst their competitors. They have not created a unique selling proposition that sets them apart within their industry, in any one area. Furthermore, their staying clear of the mirrorless market while it is in early-adoption phase strengthens their “big-box” weakness and may potentially miss a rare USP opportunity for Canon (Euromonitor International, 2011). 

No distinct, ongoing and parallel campaigns

Canon has run a variety of campaigns in the past, but they are not consistent with timing and execution, or any overriding message. Even their slogans and taglines change per campaign, which creates confusion. Advertisements are focused on a particular product or event, which narrows the reach to those interested in that particular product or event. While this suits convinced buyers, existing/potential Canon users are left in the cold. Canon relies heavily on brand loyalty and repeat consumers, but seems to concentrate on expanding their customer base, which is a potentially difficult and dangerous situation.

OPPORTUNITIES 

Growing online photo sharing

Massive growth in digital photo sharing is spurring on the digital camera market, creating a groundswell of serious amateur or potentially professional photographers, demanding a higher quality camera once they seriously adopt the hobby (Gannes, 2012). 

Rise in demand for digital SLR cameras

There has been a marked increase in demand for DSLR cameras, which is a benefit for Canon because it creates the potential for them to increase their DSLR sales (Euromonitor International, 2011). Capturing this increasing market would allow them to continue to surpass their competitors and gain more brand loyal customers. 

High definition, tech-savvy lifestyle

Consumers are embracing the high definition lifestyle through a variety of their different technological devices; they are gaining confidence with, and demanding, better image quality from their photographs to display on their massive TV screens and high

definition computer displays (Fernandez, 2009). This indirectly increases the demand for cameras, which are able to produce exceptional quality photos so they can be shared in conjunction with their other HD products.

THREATS 

Cell phones vs. point-and-shoots

Cell phone cameras are becoming more and more advanced, and quality is improving to the point where they compete against most entry level point-and-shoot cameras (Euromonitor International, 2010). It is highly appealing for customers to have a high quality camera built into a device that they already carry with them the majority of the time rather than purchasing a separate device. Convincing consumers of the benefit of owning a point-and-shoot camera is a challenge for Canon, which they are addressing by recently introducing massive improvements to their entry level cameras – however, this blurs the amateur/professional boundaries and may even cannabalise potential DSLR consumers. 

Foreign currency fluctuations and foreign markets

Because of Canon‟s widespread international markets, foreign currency exchange (and policy) is a large influence within their company. They are greatly affected by overseas economics, creating a large risk. 

Competes with a large number of companies due to their wide product range

Canon is not only involved in photography, but also myriad other equipment, from copiers to calculators. Because of this wide product range, Canon does not only compete with other camera brands, but also along all these other lines which can affect its image and even profitability. This widened competition creates a more difficult task for Canon to keep on top of their competitors‟ actions, in order for them to comfortably use the title of industry leader title. 

Mirrorless camera market expansion

Consumers desperate for a camera they regard as easier to use and smaller than a perhaps intimidating professional-grade DSLR are looking towards the mirrorless cameras on offer by Sony, Leica, Fuji, and Nikon. The technology is new and yet to be completely assessed, so they are branded as entry-level units using this new technology to prove its abilities; but there is no doubt consumers are flocking to the new format, and the photographic world is buzzing about it. Meanwhile, Canon only has vague rumours about entering the mirrorless market, and may miss the boat (Davies, n.d.).

STRATEGIC DECISIONS COMMUNICATION OBJECTIVES To achieve the communication objectives for the 40th Anniversary campaign, the target audience will be taken through five decision-making steps. It begins with awareness, where the chosen target audience will know Canon as a brand. 90% awareness can be achieved and maintained, as Canon falls within Interbrand‟s top 35 globally recognised brands (Interbrand, 2011).

The next decision-making step is comprehension. This is where the target audience will begin to understand the message Canon Canada is portraying. This will bring them to the next step, which is preference. In this stage the target audience will be assessing if Canon can fulfill their needs. Once they make that decision they will enter the stage of conviction, which is where they will be thinking seriously about making the purchase. The final stage is action, which is where the target audience will decide to purchase the Canon Rebel T4i. These objectives are based on a ratio of 90% awareness, 70% comprehension, 31% preference, 20% conviction, and 5% action, as per Figure 9 on the left. This 5%, given Canada‟s $882 million consumer camera industry, represents significant revenues for Canon.

TARGET AUDIENCE Canon‟s 40th anniversary, spearheaded by the T4i, demands a specific and well-targeted message to a segment of consumers who will respond to the campaign as intended. This means complete analysis of the various aspects of the chosen target audience. The summary consumer profile is shown below, and further explained thereafter.

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GEOGRAPHICS The campaign will extend to the whole of Canada, and the budget allows a contingency for any special governmental regulations that need to be taken into account for the province of Quebec, as well as translation costs.

DEMOGRAPHICS Canon‟s primary target audience for the Rebel T4i is composed of both male and female consumers between the ages of 25 – 34 (generation Y), which is about 12.7% of the Canadian population (Statistics Canada, 2006). Single or newly married consumers that have acquired post-secondary accreditation will be targeted within this age bracket. Canadians with post-secondary education in this age group earn an average income of approximately $33,000 – $47,000 per annum (Statistics Canada, 2011) and will be the target income level for the Rebel T4i. A recognised “spillover” secondary demographic are the 34 – 45 year old bracket, as they often share similar characteristics as our primary target audience.

PSYCHOGRAPHICS Psychographic aspects of the target audience can be broken into Values, Lifestyle, Personality, Culture and Social Class.

Furthermore, Appendix 2: Target Audience Characteristics provides further insight into their purchase motivations.

VALUES When it comes to values, the target audience has a very broad and opinionated range. Because of their age, higher education and usually lower financial responsibilities, they value the freedom do to as they please, such as having the latest technology or fashions and being able to commit time to “feeling good.” On a non-materialistic side they also value social responsibility by getting involved politically, culturally, and environmentally (PrincetonOne, 2008). Also they are active in gathering external and internal information to expand their knowledge and evoked set. They value achievement and life experiences, such as a university degree or travelling greatly. They also have high expectations for quality in product and service purchases.

LIFESTYLE They are active members in society, enjoying social events and gatherings with friends. They are adventurous and often thrill/experience seekers – they love to travel and look for ways to educate themselves on the world around them. Their somewhat higher affluence allows them to indulge themselves and their desires quite regularly.

PERSONALITY They are outgoing and considered extroverts. Gen Y wants to share special experiences with the close people in their lives. This group is also slightly materialistic and conscious of the image they portray to their friends, family and other people. Lastly they are a fairly opinionated group who are willing share their thoughts over several different mediums.

CULTURE In Canada there are distinct culture lines, mostly between English and French-speaking Canadians. Our target audience embraces and takes pride in the strong Canadian multiculturalism as it provides opportunities for them to expand their knowledge base.

SOCIAL CLASS They are part of the Middle to Upper Middle social class in Canada. They do have a certain level of disposable income and are willing to spend it on digital toys. Approximately 1% ($882,008,792) of total expenditures in Canada is spent on cameras and their associated accessories in 2006 (Statistics Canada, 2006).

BEHAVIORAL This section will explain the social and buying behaviours of our chosen target audience. This can also be split into different sections: Brand Loyalty, User Status, Usage Rate and Purchase Motivations.

BRAND LOYALTY This particular target audience is very brand loyal, but may be willing to switch brands if or when they make a major purchase.

They are considered to be early adopters when it comes to purchasing new technology and will want to have the newest and best product they can afford. A new unique selling point or “killer feature” will also cause this target audience to consider switching brands, although this is a rare occurrence.

USER STATUS The “Potential DSLR user” market consists of existing camera users who most likely already own a point-and-shoot camera and are looking to expand their camera knowledge and improve their photo quality. They may have limited knowledge of how to work a DSLR and will rely on the Internet, friends, or sales associates in stores to educate them.

Another targeted user status with purchase motivation is the “DSLR Upgrader” who owns an older product and is looking to improve or add to equipment they already own, perhaps involving a brand switch. They will have knowledge of DSLR cameras when they make their purchase decision, and therefore rely more on technical features and their specific usage situations.

USAGE RATE They will be medium to heavy users, as this is a higher grade of camera with a steeper price (refer to Product, Price and Place area for details on Pricing). It will have a higher purchase involvement rate amongst consumers. Usage rate also depends on the User Status, as well as whether they are novice, amateur, professional etc.

POSITIONING STRATEGY This IMC campaign will utilise a central positioning strategy in order to remind the target audience of Canon Canada‟s most salient benefits. By using central positioning, our target audience will be reminded of Canon‟s innovative products, in-depth knowledge and experience in photography, which assists in driving consumers to purchase Canon products. Also, with 31%, Canon Canada is the current market share leader in the camera industry. This campaign will reiterate this prominent quality; building awareness and loyalty with the selected target audience.

MARKETING MIX The marketing mix portion looks at what, where, and for how much the product will be offered to consumers, as well as a brief review of some past campaign executions

PRODUCT, PRICE, PLACE The “3Ps” of the marketing mix are explained below.

PRODUCT The product chosen to represent the 40th Anniversary campaign will be Canon EOS Rebel T4i.

PRICE The recommended retail price of the Canon T4i will use an odd-even pricing strategy within the $899 - $999 range, depending on the retailer and distributor pricing models.

PLACE The campaign will have national exposure. The Canon Rebel T4i will be available nationwide via Canon‟s online store, and various other online retailers and affiliates. The T4i will also be available offline, using a selective distribution strategy in “big box” electronic stores (e.g., Future Shop and Best Buy) and speciality camera stores.

PAST PROMOTIONS SUMMARY In the past few years, Canon Canada has been involved in a large variety of promotional activities that are worth noting.

“Your Second Shot” Project This project was designed to promote their new line of cameras with Canon‟s High Sensitivity (HS) technology. They describe it as a “Canon technology for shooting in low-light situations” (Powershot, 2011)”. Canon allowed people around the world to submit stories of how great photographs were lost due to lighting problems or other camera malfunctions. Canon representatives would then travel the country to these people to give them a chance to recreate the moment and make a “second shot”. Canon gave away various cash prizes and cameras with the HS system to those with the best story to make this happen.

“Shoot Like A Star” with Avril Lavigne During 2009, Avril Lavigne was featured to promote the new Canon PowerShot and Rebel cameras. Avril did commercials on the “PowerShot Digital ELPH cameras, while the billboards showed off the new Rebel T1i digital SLR camera” (Wimbush, 2009). The campaign was named “Shoot Like A Star” and features Avril taking pictures of a variety of moments that represents the steps toward her success. Avril also did commercials for Canon in Singapore, along with a mini concert sponsored by Canon.

2010 Vancouver Winter Olympic Games During Vancouver‟s winter games, Canon placed mock 1D professional DSLR cameras on 20 Mini Coopers, handed them to appropriate city dwellers, and drove them around the city to gain exposure during the games. After the campaign, the cars were sold at a discounted price at various retailers. They created much buzz on the street, with people posting YouTube footage and discussing the promotion.

“Imagin8ion” Campaign At the end of 2011, Canon invited the public to submit pictures to form the inspiration for a short movie by famed producer Ron Howard. Ron chose the photographs himself, and the film was shown at the 2012 Sundance festival, along with much press coverage. The video was also made available on YouTube for a few days, and has not been available since. The film then embarked on a roadshow to all the different home towns of where the eight chosen photographs came from, for exclusive screenings.

MARKETING COMMUNICATION STRATEGY TOOLS A mixture of advertising, internet marketing, direct marketing, sales promotions and public relations will be used to successfully promote Canon‟s 40th anniversary to the selected target audience in Canada. The rationale for using these four tools is explained below, which match the campaign objectives.

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MESSAGE DESIGN THE CAMPAIGN IDEA & MESSAGE In celebration of their 40th Anniversary, Canon Canada will be launching the “your moments” campaign.

The campaign will highlight how owners of Canon products celebrate life‟s moments, as well as convince the target audience that the T4i is the perfect camera to capture and share their own moments.

STAKEHOLDER STRATEGIES This section deals with the various campaign stakeholders, and how the campaign will engage them.

CONSUMERS This campaign is largely dedicated to creating an emotional appeal to Canon's consumers. Advertising, internet marketing, sales promotions and public relations will encourage consumers to purchase Canon products. Also, this would in turn strengthen the loyalty of Canon owners, and the conviction held by those committed to buying Canon cameras. It is worth noting that since the campaign will extend across the whole country, the creative execution will be translated for a French and English audience.

EMPLOYEES Canon Canada‟s employees will be communicated with via internal memoranda to make them aware of the anniversary celebrations, as well as the campaign events.

Since this campaign is mostly aimed towards the consumer, any Canon internal staff that may interact with the consumers (e.g. telephonic and online tech support) with questions regarding any of the promotions or activities, will be fully trained as to how respond to any queries.

RETAILERS & DISTRIBUTORS Retailers and distributors will be well informed of Canon Canada‟s 40 th anniversary campaign. Most notably, the sales promotion activity will be well communicated, so the retailers promote this to potential buyers. Existing product merchandising material will remain intact.

SHAREHOLDERS This campaign is designed to help Canon strengthen its hold as market share leader. This would also increase shareholder confidence and brand value.

CAMPAIGN MESSAGE CAMPAIGN

1 - TV

CAMPAIGN EXECUTION The proposed 30 second television commercial starts with the song „Golden Days‟ by pop artists „The Memory Stones‟, a catchy, feel-good song opening up with the very appropriate lyrics “Each time I make a memory, then I try to make it with you. I take a picture, close one eye, and then it sticks like glue.”

During the song, photographs flash into view at a varying pace – some just fast enough to catch a glimpse, others hovering for a second for impact, all gently moving and rotating to suggest transition, movement and progress. Some are large, some smaller; some look professionally taken, others more impulsive. They start off with baby photos of an unknown male – we call him “John”, our “ordinary hero.” We then see a toddler, then a kid off to his first day of school – the viewer quickly realises we are seeing everyday John‟s life evolve in pictures.

With the upbeat soundtrack, we watch fleeting moments of John going through his schooling years, partying with friends and family, doing some extreme sports, some amusing shots of a fancy dress party, and more. Many of the photos give away enough to conclude that John is a Canadian (backgrounds of landmarks and famous Canadian scenery, locations and events).

We then introduce “Sally”, a girl character who appears in a few successive shots alongside John after around 24 photos. Soon we see John proposing to Sally, some beautiful wedding and honeymoon photos, then a pregnant Sally. Of course, a beautiful

baby girl follows soon, with John sharing lovely moments with his daughter and the happy family, as they share their life in pictures as we conclude our voyeuristic snapshot of John‟s life in a fast paced moving album of exactly 40 photographs.

Every fleeting photograph is imprinted with a simple label: “Moment #1”, Moment #2”, “Moment #3” and so on up to “Moment #40”, so the viewer knows immediately that we are dealing with exactly 40 special moments in John‟s life.

In the last seconds of the advert, the image zooms out as we see that the entire video was being watched through the viewfinder of the Canon rebel T4i, which is placed on a table (or studio platform). The camera rotates to the front of the camera, and the Canon Rebel T4i logo is displayed along with the signature Canon Red/White slash borders framing the shot. The shot then quickly fades to brilliant white and the Canon typeface/logo is shown, along with our static campaign message: “your moments” underneath. The Canon 40th Anniversary logo is in the bottom right hand corner. A second later, the following words appear under the Canon logo: “create your 40 moments at www.canon40moments.ca”.

The campaign is simple but part of its longevity and appeal is its carryover to other characters – we will create four of these adverts, all with a similar look, feel and soundtrack, making them instantly identifiable as parts of our integrated campaign.

However, each will follow the life of different characters. For campaign two, we will follow the life story of “Sally”, through her flashing photographs, all the way up to where she meets John. We will occasionally duplicate some of John‟s photos in Sally‟s advert from here onwards. The audience will enjoy seeing how these lives tie together, but yet they each have amazing lives to tell through their own photographs. A sample mock-up of the advert is shown in Appendix 3: Creatives.

To make this even more attractive, the other two campaign characters will be close friends or family of John and/or Sally, so we will see cameos of them in each other‟s photographs. The viewer will be constantly drawn in to see where the various characters touched each other‟s lives in pictures, creating a personal connection and almost a “game” of spotting where all these characters appear in each other‟s adverts.

Our television blocking schedule is structured to allow concurrent, staggered, and eventual shared flighting of all our characters‟ adverts, so that viewers are not isolated with only one character to link to a previous advert; once all four are released, they will be familiar with all of them, and how they touch each other through living their own lives in front of the camera, in 40 pictures. The week-long gap allows awareness and discussion to take place for viewers, and build up between each character‟s release, so that the audience has more of an opportunity to make these vital connections to the characters, the campaign, and the Canon brand.

For the full blocking chart of the television ad campaign, please see Appendix 4: Media Blocking Chart. This chart also shows how John‟s ad will air for two staggered weeks, then taper off as the second ad is introduced, and so on until all four characters are introduced, followed by an aggressive campaign showcasing all our characters.

The advertisements will be shown during CTV‟s Prime Time programming (19:30 to 21:30) and equally on Global TV (20:00 to 22:00). These slots host TV shows which appeal most to our target audience, as shown by Appendix 5: CTV/Global Prime Time Schedule. The airing structure is further broken down in Appendix 7: Campaign Budget Breakdown.

BENEFITS The creative freedom which television‟s combined audio visuals allow will create a connection to the audience; through our hero, John, the viewer will see the extraordinary way an ordinary life can be captured through just 40 moments – tying in with our 40 years in Canada.

They will easily be able to imagine Canon as part of their lives, and will be moved to learn more about the campaign and how they too can be an “ordinary hero” (which will be enabled by integrated our sister campaigns). The deliberate airing gap between character introductions will create buzz, intended to allow a fondness and online/offline discussions to grow for each hero, to the point where watchers are wondering and anticipating “who will Canon introduce next?” and “how will they fit into the life stories unfolding before me in pictures?”

CHALLENGES Television can be expensive, and is difficult to control in terms of exposure breadth and attention. One of the key elements of our television campaign‟s attractiveness (the intertwining of our four heroes‟ lives) depends on the viewer being exposed and attentive to all of the characters, and then identifying them and their connection to one another. If this connection is not made, the campaign message is diluted somewhat. To combat this, we have deliberately allowed week-long transmission gaps to allow viewers the time to learn about and follow the campaign‟s various characters.

CAMPAIGN

2 – CANON 40 MOMENTS.CA WEBSITE

CAMPAIGN EXECUTION A website will be created at the URL www.canon40moments.ca which will be the primary source of all our campaign activities for the public. It will be linked to and heavily advertised on the main site www.canon.ca, and will be dedicated to all the campaign efforts and content, such as:         

Information, history and facts regarding Canon’s 40 years in Canada Press releases, upcoming event news, social media and blog feeds/updates regarding the campaign Links to view all the campaign’s video and print advertisements Links to enter any of the campaign’s various competitions Links to selected user-created content (top entries) Links to the Canon rebel T4i spec sheet/product page and details of its current promotion Links to the Canon online shop (to spend cash and any gift vouchers) Backlinks to the main site and other Canon content/promos, news from the Canon main site Web banners and rich-media ads via Google Adwords targeting

Access to certain areas will require registration (or auto-registration via Google or Facebook profile linking) by visitors (especially for entering competitions, voting for videos). The site will launch officially on January 1 st 2013 and close December 31st 2013, but will be afforded a run-up and close-off period of Q4 2012 and Q1 2014 respectively, as per Appendix 4: Media Blocking Chart. Search Engine Marketing (SEM) campaigns will utilise the browsing behaviours of internet users to correctly target potential customers within the target audience and direct them to the canon40moments.ca website. A conceptual mock-up of the website is given in Appendix 3: Creatives.

BENEFITS

CHALLENGES

Creating a sitelet is absolutely necessary for any integrated campaign – it offers a single point of contact for all interested members of the public to gather all the information they seek. The ability to gather public information is utilised, the links will raise awareness of Canon‟s other products and campaigns, and serve as a central repository of all the campaign efforts. SEM allows precise marketing to the internet-savvy target audience.

CAMPAIGN

A website will require setting up and administration, and must be kept fresh, updated and attractive. For this reason, the budget includes a full time site administrator who will work closely with the campaign managers and marketing team. The SEM campaign will also need to be refined throughout the IMC time period to ensure the ideal keywords are used.

3 – VIDEO TOOL

CAMPAIGN EXECUTION Via the campaign‟s website, the public (we may consider restricting access to those who provide a Canadian address/postal code) can upload 40 of their photographs, order them appropriately, choose one of four themes, and then Canon‟s back-end software will take these images and create a high definition 30 second “40 Moments photo montage video,” in the same style as the campaign‟s TV advert for them to share.

Once processed and checked for inappropriate content, a link will be emailed to the creator where they can download or share their video via Canon‟s YouTube channel (Maximum 24 hour turnaround, 2 hour target). At the time of creation, they also will be invited to share the link with other email addresses or their Facebook profile, improving instances of sharing. The video will have subtle Canon branding during its introduction and ending. At the time of submission, the user will also choose to opt in or opt out of our “Win One of 40 rebel T4i DSLR Cameras” completion (see below for details).

BENEFITS

CHALLENGES

This online “photo/video montage” tool, as the focal destination of the various other campaigns, fosters active engagement with Canon‟s audience. In return, it gives them instant gratification by creating amazing videos for them to share on Canon‟s YouTube channel, which creates exponential awareness from their friends and social networks as they are directed to the Canon channel to view their creations to “Like” them in order to win prizes.

CAMPAIGN

Canon will need to license the image creation software for a nine month period for a considerable but budgeted cost, offset by possible vendor branding of every video created through a strategic partnership. A site administrator will need to be hired or placed to manage and evaluate the content submitted by the public to make sure it is not offensive or inappropriate (which may actually turn off some risqué or more reserved users; full rules of submission will be clearly posted on the site). Bandwidth to the site may be above expectations, but can easily be managed as needed if demand rises at low cost, and we can throttle up and downloads as needed.

4 – 40 CAMERA GIVEAWAY

CAMPAIGN EXECUTION This competition is aimed at anyone who owns and appreciates life in photographs and wants to share them, and may be a budding or aspiring photographer.

Users who create “40 Moments” videos will be able to enter a competition to win one of 40 Rebel T4i DSLR cameras, including a 16GB Canon memory card, Canon carry bag, and various small items of Canon merchandise, worth a total retail price of approximately $1,000. Winners will be decided by who can get the most “Likes” for their video by directing friends and family to view their video (hosted on Canon‟s YouTube channel) and “Like” it. The competition will open the day as our first TV advert is shown, and closes 12 weeks afterwards for judging and awarding.

BENEFITS

CHALLENGES

Organising the competition is inexpensive, connects with our audience via an online form (grows our audience database). We also will create 40 new Canon DSLR users, which often leads to future accessory purchases, and even lifetime brand loyalty for first-time owners.

CAMPAIGN

A judging panel, with its various mandated legal rules, regulations and administration efforts, will need to be assembled to manage all entrants and their content.

5 – 40 DESTINATIONS IN 40

DAYS

CAMPAIGN EXECUTION This competition is aimed at more serious amateur or even professional photographers, as it requires more skill, time and effort.

The prize is substantial – A Canon rebel T4i, a 3 piece lens kit, professional grade tripod and carrying equipment, filter kit, photographer‟s jacket, hotshoe remote flash, 4 memory cards, and various Canon merchandise worth a total of around $5,000.

The bigger prize is a whirlwind, fully paid for trip to 40 of the most majestic destinations in Canada in 40 days. At these destinations, the winner will be assisted in order to:   

Take their best possible pictures of the scenery, landmark, or other Canadian icon using the T4i Write a short blog about their experience getting to and at the location in question Update a dedicated Facebook and Twitter profile at least 3 times daily of their experiences and progress and post some of their photographs (but not their best captured moments)

To enter the competition, the entrants must:    

Submit 3 examples demonstrating their photographic skills Submit a 500 word motivation (to display their blogging/writing abilities) Be available from end July – beginning September to complete the 40 day, 40 site, Canada-wide trip Agree to various rules and regulations, including Canon’s ownership of all images, unrestricted marketing rights and so forth

This competition will be heavily supported by Public Relations efforts to gather as many followers and entrants as possible, supported by bolstered social media efforts. Canon loyalists and photography fans will follow our winner‟s journey, looking forward to their posts and samples of the images they capture.

When the winner returns from the trip, the images will be professionally assessed and the best one per location will be chosen.

These will be compiled, printed and showcased:    

At an exclusive event and location (e.g. art gallery) nearest the home town of the winning entrant In a special section of Canon’s website(s) As downloadable computer wallpapers and screen savers As a professionally published, high quality, 100 page coffee table book – this will include the winner’s blogs and professional edited copy about the history and interesting details about the chosen location for each shot, and details of the camera setup used to get the image. This will be available solely via Canon’s online store, or used as corporate gifts (depending on public demand).

BENEFITS

CHALLENGES

This second, larger competition will create massive buzz from more professional photographers who are notorious information-sharers. The prize will be irresistible to all serious amateur to professional photographer, no matter what brand they prefer or use. Before, upon and after announcement of the winner, strategic PR will be conducted to let all entrants (including the wider Canon community and greater public) know about our winner and what is in store for them, their followers, and photography fans alike. Furthermore, the spinoff of his/her trip (downloadable images, screen savers, coffee table books etc.) will generate revenue and further awareness of Canon and the memories and moments it creates.

CAMPAIGN

The second competition will require professional planning, not just of the winner‟s whirlwind trip logistics, but also the accompanying media campaign that occurs around it in order to get maximum leverage, interest and exposure from the event. A Canon representative will need to accompany the winner to assist with travel arrangements, adherence to competition rules, and possible (but unlikely) assistance with the photography. This is however completely achievable and budgeted for.

6 – OUT OF HOME BILLBOARDS

CAMPAIGN EXECUTION A mock-up of the billboard campaign is attached as part of Appendix 3: Creatives and Appendix 4: Media Blocking Chart describes how the outdoor posters will be distributed across six major cities and nine other smaller cities, as per Appendix 6: Pattison Pricing Chart.

Every week, an image taken from those submitted in the “40 Moments” online campaign will be selected for large format printing and applied to the billboard over the previous image, with the submitter‟s consent (changed every Sunday evening, so that come Monday, a new image greets the audience). Winners will be chosen from the vicinity of each billboard (as far as possible) so that they can get out to see and share their moment on the billboard – it would not be effective to award this honour to someone in Alberta on a billboard in Toronto.

The image will be emblazoned with “Moment #” to associate it with the “40 Moments” campaign, as well as their name and the various Canon brands and logos, tying the integrated campaign together. The website will also be referred to in the billboard, steering interest and traffic to the www.canon40moments.ca website.

BENEFITS

CHALLENGES

Billboards, when strategically placed, have a massive reach and a wide, 24/7 audience. The constant changing of the image displayed will create a higher than usual interest from viewers, and drive them to our online campaign in their efforts to learn more about the overall campaign and see how they can get their submission on a billboard. Word of mouth buzz will be generated, especially by winners who urge their friends to see their moment on a billboard and learn more about the campaign. People will develop a connection to the campaign message as they become accustomed to expecting a new image on display every week; one that they can identify with and evokes an emotional response and personal attraction, as it is someone from the public, just like them.

CAMPAIGN

Billboards have to cut through clutter and grab attention.

People unfamiliar with the Canon 40 Moments campaign may not immediately identify the special nature of the billboard (the fact that the central image is sourced from the local public), which leaves the message somewhat diluted (however it is anticipated that as they notice the weekly changes, this will change and interest will grow, driving the audience to the billboard‟s website link). Costs are reasonable and budgeted for; however, it is higher than usual since the campaign will need to recruit an additional service crew to alternate the billboard images every week, for every billboard. Lastly, filtering print-worthy, winning submissions within the geographic area of each billboard may be challenging, but it is not an absolute necessity.

7 – GIFT CERTIFICATES

CAMPAIGN EXECUTION Midway through 2013, Canon will produce specially labelled T4i package inserts - anyone buying a Canon T4i will receive (in the box) a $40 gift certificate to redeem on any product purchased from Canon‟s online store. The voucher will only be valid through 1 October to 31 December 2013 to stimulate sales leading up to the holiday season, and will be individually numbered, recorded and authenticated at time of print and redemption.

Special “commemorative” T4i camera boxes which have the gift certificate inserted will have stickers applied to them or have their printing adjusted to boldly announce the 40th Anniversary celebration and the enclosed $40 gift certificate. These will begin distribution halfway into 2013 to ensure stock rotation allows them to be on shelves by October 1 st 2013. A mock-up of the gift certificate is demonstrated in Appendix 3: Creatives.

BENEFITS This is an inexpensive campaign that will boost sales of the Rebel T4i and create awareness of Canon‟s direct online shopping portal of premium priced consumer products.

Furthermore, it is anticipated that most buyers will purchase more than the $40 gift certificate value while shopping, boosting spin-off purchase revenues (especially given Canon‟s free shipping on purchases of $100 or more).

Finally, we will grow our database of registered Canon product owners as they visit the online shop. In terms of managing fraud, every certificate will be individually numbered and recorded, and redeemable at Canon‟s online store only, eliminating any possibility for dishonesty.

CHALLENGES We will need to produce the gift certificates and insert them into all T4i units during Q4 2012, as well as change the outside packaging print to include the gift certificate announcement on the outside. These are all considered as minor alterations.

CAMPAIGN

8 – PR & SOCIAL MEDIA

CAMPAIGN EXECUTION Part of Canon Canada‟s Public Relations task for the end of 2012 up to beginning 2014 will be to issue statements around the upcoming 40 year anniversary, some teaser details around the competitions and events that will be happening during 2013, and issue strategic information regarding the launching of the various campaign portions. This will be most prevalent between March and June, when the competitions and video application are running, and then as well during the grand prize winner‟s photography tour. These PR efforts will tail off near the end of 2013 as the campaign wraps up.

The social media channels are expected to swell during the thick of the campaign, and Canon Canada will need to react by increasing their public interaction on Facebook, Twitter, and other online information sharing channels. We have budgeted for the assignment of a full time resource to manage this anticipated swell, especially during Q2 and Q3 of 2013.

BENEFITS

CHALLENGES

Press releases are an ongoing part of Canon Canada‟s marketing campaigns and thus no notable additional costs or effort is anticipated, except for announcing the 40 th Anniversary year, and at least bi-weekly updates of events during the campaign fed through press channels and existing newswires. Where a fair amount of effort may be required is in managing the anticipated rise in social media engagement during the campaign, especially during the “create your moments” video campaign as well as during our grand prize winner‟s trip through Canada, as they blog and share experiences with followers and fans via a dedicated Canon-hosted webpage, Facebook page and Twitter updates (content delivered by the winner but disseminated by Canon‟s social media marketing team). We have budgeted for the assignment of a Canon marketing team member to fill this role. These PR efforts will tail off near the end of 2013 as the campaign wraps up.

CAMPAIGN

Besides the augmented workload and small associated cost for Canon Canada‟s corporate communications department, very little notable challenges are anticipated. Should feedback and interest surpass all expectations, there may emerge a need to increase public engagement efforts; but this would be the result of a positive outcome and situation.

9 – 40 TH ANNIVERSARY BRANDING

CAMPAIGN EXECUTION All of Canon Canada‟s other campaigns and advertisements (not considered part of this campaign or its budget) will have the “40th Anniversary” logo incorporated into them according to the campaign style guide. This includes any print advertisements, television commercials, online activity (including the main www.canon.ca website), or perhaps even product packaging.

Samples of this concept are given in Appendix 3: Creatives. This is simply to extend awareness of the anniversary campaign, at no (or negligible) cost above those already invested into these activities.

BENEFITS Improves awareness of Canon‟s 40th Anniversary celebrations, with no additional costs expected above existing campaign and advertising budgets allocated.

CHALLENGES Altering of all existing stock marketing and repro work, and any effort involved to ensure the logo is included in any new marketing campaigns, advertisements or materials developed during the year (outside of this campaign).

PRETESTING METHODS To ensure appropriate benchmarks are accurately defined prior to the start of the 40 th Anniversary campaign, pre-testing measures will be taken. Focus groups will be shown preliminary creatives to give feedback that will be used in the future development in the advertising campaign. Surveys as well as existing data will be used to assess the current level of brand awareness and responsiveness within our target audience, for later benchmarking. Sales figures of the preceding six months of T4i sales will be used as a benchmark to measure against the sales throughout the 40th Anniversary campaign.

BUDGET & BLOCKING CHART ALLOCATION The following section is a summary of the campaign budget – these details are fully expanded and matched against our media buying blocking chart in Appendix 4: Media Blocking Chart, for easier of reference and understanding.

Advertising Television CTV & Global: Prime Time, Mon-Fri TV Advertisement Production

4 Advertisements @ $250,000 each

$1,000,000

TV Advertisement Placement

Staggered runs on 2 channels, 310 flights

$3,100,000

Total Television Costs

$4,100,000

Out of Home - Billboards Horizontal Posters

40 Faces, 11 Cities

Billboard Admin/Rotation

Weekly rotations, all boards

Total Billboard Costs

$151,880 $80,000 $231,880

Total Advertising Costs

$4,331,880

Internet Marketing Website, SEM, Social Media, Software

Nationwide

Total Internet Marketing Costs

$80,000 $185,000

Public Relations Press Releases

Exiting Canon Marketing Staff

Total Public Relations Cost

$0 $0

Sales Promotion 40 Camera Give-Away Contest

Nationwide

$40,000

40 Destinations 40 Days Contest

Nationwide

$43,000

$40 Gift certificate

Nationwide

$150,500

Total Sales Promotion Costs

$233,500

Testing Pre Testing

Nationwide Focus Groups, Surveys, Research

$60,000

Post Testing

Sales evaluations, surveys, research, analysis

$60,000

Total Testing Costs

$120,000

Contingency Fund

$100,000

Total IMC Budget

$4,970,380

POST CAMPAIGN EVALUATION To accurately gauge the communication results of the campaign by the chosen target audience, the market research firm Ipsos Canada will be outsourced to complete a nationwide survey of campaign and brand awareness effects.

For the marketing objective, Ipsos Read‟s results will also be used in examining unit sales, sales revenue and online “clicks” that occur throughout the duration of the 40 th Anniversary campaign. This evaluation period will take place in January 2014.

Ipsos Reid has been chosen because they specialise in areas such as Advertising and Loyalty Research as well as Media, Content and Technology Research (Ipsos Reid, 2010).

CONCLUSION Currently Canon Canada is the market share leader, holding 31% of the camera market. Canon Canada‟s 40th anniversary campaign, “your moments”, will achieve both the marketing and communication objectives by reminding our target audience of Canon Canada‟s excellence in innovation and image capturing.

The “your moments” campaign will effectively speak to the target audience using advertising and Internet marketing as primary IMC tools. Using television, billboards, and interactive online media vehicles, the 40 th Anniversary campaign will incorporate an emotional appeal to the target audience to allow consumers to reminisce on past moments captured by a Canon product. Internet marketing would allow the target audience to interact with Canon Canada‟s 40 th anniversary campaign, giving them an outlet to share their captured moments.

As part of the execution of this IMC campaign, Canon Canada‟s secondary IMC tools will include sales promotion and public relations. Sales promotions will be utilised by offering a $40 gift certificate to those who purchase the Rebel T4i, which is redeemable online from canon.ca throughout the months of October through to the end of December 2013. There will also be two contests that consumers may participate in as well, with attractive prizes. Also, press releases will be produced and shared regarding the current promotions and events surrounding the “your moments” 40th anniversary campaign. Lastly, the branding of the 40th Anniversary logo will be evident throughout the campaign, being placed on all Canon products as a constant reminder to consumers.

By achieving the marketing and communications objectives, Canon Canada‟s 40th anniversary campaign “your moments” will preserve the prestigious image of the innovative technologies produced by Canon. As the market share leader in the camera industry, Canon Canada will continue to celebrate the long lasting legacy it has shared with Canadians while remaining under the $5 million allocated budget.

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Cutting, L. (2011, December). Tech Trends: More Consumers Are Buying for Themselves, Less for Gifting—and Are Spending More. Retrieved April 12, 2012, from Photo Reporter: http://www.photoreporter.com/article/tech-trends-consumersare-buying-themselves-less-gifts/1 Dachis, A. (2011, July 18). How to Choose the Perfect Camera for Your Needs. Retrieved April 12, 2012, from Life Hacker: http://lifehacker.com/5822098/how-to-choose-the-perfect-camera-for-your-needs Davies, A. (n.d.). Canon mirrorless camera rumours: what you need to know. Retrieved April 12, 2012, from Techradar: http://www.techradar.com/news/photography-video-capture/cameras/canon-mirrorless-camera-rumours-what-youneed-to-know-1073829 Euromonitor International. (2010). A clearer picture.

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Kanarek, B. (2011, Februrary 18). Nikon, Canon, Sony, Pentax, Leica, Panasonic, Olympus… Or? Retrieved April 12, 2012, from Benjamin Kanarek Blog: http://www.benjaminkanarekblog.com/2011/02/18/nikon-canon-sony-pentax-leicapanasonic-or/ Krieger, M. (2010, August 10). Knowing What it Means to be Photographed. Retrieved April 12, 2012, from Fuel Your Photography: http://www.fuelyourphotography.com/knowing-what-it-means-to-be-photographed/ Mansurov, N. (2010, October 30). Nikon vs Canon vs Sony. Retrieved April 12, 2012, from Mansurovs Photography: http://mansurovs.com/nikon-vs-canon-vs-sony Mars, W. (n.d.). Resolution Roundup. Retrieved April 12, 2012, from Mr Mars' Photography Pages: http://warrenmars.com/photography/technical/resolution/resolution_roundup.htm Milthorpe, L. (2009). What Type of Photographer Are You? Retrieved April 12, 2012, from Smash & Peas: http://www.smashandpeas.com/what-type-of-photographer-are-you/ NAS Recruitment Communications. (2009). Internet usage in the United States. Retrieved April 8, 2012, from NAS Insights: http://www.nasrecruitment.com/docs/white_papers/Internet_Usage_United_States.pdf Ort, K. M. (n.d.). Nikon Or Canon - Which do you prefer? . Retrieved April 12, 2012, from Squidoo: http://www.squidoo.com/nikon-versus-canon-which-is-betterOsati, S. (2011, April 20). Sony Holds Second Highest Camera Market Share, Closing In On Canon for the Number One Sport (updated). Retrieved April 12, 2012, from Sony Rumours: http://www.sonyrumors.net/2011/04/20/sony-holdssecond-highest-dslr-market-share-closing-in-on-canon-for-the-number-one-sport/ Pangburn, G., & Ciccarelli, A. (2012, January 11). Development Trends in Cameras and Sensors. Vision and Sensors.

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Powershot. (2011, Dec 11). HS SYSTEM. Retrieved from Your Second Shot a project by Canon: http://yoursecondshot.usa.canon.com/hs-system/ PrincetonOne. (2008, October 8). Understanding Generation Y. Retrieved April 12, 2012, from www.princetonone.com: http://www.princetonone.com/news/PrincetonOne%20White%20Paper2.pdf Ratcliff, T. (2012, January 4). DSLRs are a dying breed – 3rd Gen Cameras are the Future. Retrieved April 12, 2012, from Stuck in Customs: http://www.stuckincustoms.com/2012/01/04/dslrs-are-a-dying-breed-3rd-gen-cameras-are-thefuture/ Rebecca. (2012, February 29). Word of mouth works better than social for Gen Yers. Retrieved April 16, 2012, from Digital CPG Blog: http://digitalcpg.com/2012/02/word-of-mouth-works-better-than-social-for-gen-yers/ Rockwell, K. (2008). The Megapixel Myth. Retrieved April 8, 2012, from www.kenrockwell.com: http://www.kenrockwell.com/tech/mpmyth.htm Statistics Canada. (2006). 2006 Census of Canada. Ottawa: Statistics Canada.

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Media Buying Blocking Chart - 2012

Media Buying Blocking Chart - 2012

MEDIUM

MEDIA

Media Buying Blocking Chart - 2012

Media Buying Blocking Chart - 2012

Media Buying Blocking Chart - 2012

Legend Contest 1 Contest 2 Pre Testing Post Testing

Twitter Facebook YouTube Coupon

TV Ad 1 TV Ad 2 TV Ad 3 TV Ad 4

40 day Twitter 40 day Facebook Contingency Fund SEM

Billboards Billboards Press Releases Website

Twitter Facebook YouTube Coupon

Contest 1 Contest 2 Pre Testing Post Testing

40 day Twitter 40 day Facebook Contingency Fund SEM

BUDGET

MEDIUM December

2012

Staggered runs on 2 channels Staggered runs on 2 channels Staggered runs on 2 channels Staggered runs on 2 channels

$625,000 $525,000 $475,000 $425,000

Staggered runs on 2 channels Staggered runs on 2 channels Staggered runs on 2 channels Staggered runs on 2 channels

$625,000 $525,000 $475,000 $425,000

Total Television Costs

Billboards Billboards Press Releases Website

TV Ad 1 TV Ad 2 TV Ad 3 TV Ad 4

Advertising Television Global Television: 8-10pm Mon- Fri TV Ad 1 ("John") TV Ad 2 ("Sally") TV Ad 3 ("Joe") TV Ad 4 ("Sue") CTV: 7:30-9:30pm Mon-Fri TV Ad 1 ("John") TV Ad 2 ("Sally") TV Ad 3 ("Joe") TV Ad 4 ("Sue")

Media Buying Blocking Chart - 2012 Legend

Canon Canada Rebel T4i Males & Females 25-34 years old Canada - National January 1st, 2013 January 2013-December 2013 Distinct Creations

Client Product Target Market Launch Date Campaign Period Agency of Record

$4,100,000

February

January 7

14

21

28

4

11

18

March 25

4

11

18

April 25

1

8

15

May 22

29

6

13

June 20

27

3

10

July 17

24

1

8

15

August 22

29

5

12

19

September 26

2

9

16

October 23

30

7

14

21

November 28

4

11

18

December 25

2

9

16

23

2014 Global Television: 8-10pm Mon- Fri TV Ad 1 ("John") TV Ad 2 ("Sally") TV Ad 3 ("Joe") TV Ad 4 ("Sue") CTV: 7:30-9:30pm Mon-Fri TV Ad 1 ("John") TV Ad 2 ("Sally") TV Ad 3 ("Joe") TV Ad 4 ("Sue")

6 Faces 4 Faces 4 Faces 7 Faces 6 Faces 1 Face 1 Face 3 Faces 1 Face 2 Faces 2 Faces 1 Face 1 Face 1 Face Weekly rotations, all boards

Total Billboard Costs Total Advertising Costs

$34,320 $13,200 $16,800 $27,650 $21,600 $2,350 $2,510 $10,050 $3,050 $5,800 $6,600 $2,700 $2,700 $2,550 $80,000

$231,880 $4,331,880

Nationwide

Vancouver CMA Edmonton CMA Calgary CMA Toronto CMA Montreal CMA Halifax CMA Quebec City Ottawa - Gatineau CMA Kitchener CMA London CMA Winnipeg CMA Regina CMA Saskatoon CMA Victoria CMA Billboard Admin/Rotation

6 Faces 4 Faces 4 Faces 7 Faces 6 Faces 1 Face 1 Face 3 Faces 1 Face 2 Faces 1 Face 1 Face 1 Face 1 Face Weekly rotations, all boards

$34,320 $13,200 $16,800 $27,650 $21,600 $2,350 $2,510 $10,050 $3,050 $5,800 $6,600 $2,700 $2,700 $2,550 $80,000

$231,880 $4,331,880

Total Billboard Costs Total Advertising Costs

$80,000 $65,000 $40,000

Website SEM Social Media Twitter Facebook Youtube - Upload Your 40 moments

$185,000

Total Internet Marketing Costs

Exiting Canon Marketing Staff

Nationwide Nationwide Nationwide

Total Sales Promotion Costs

Nationwide Nationwide

$80,000 $65,000 $40,000

$185,000

Public Relations $0

Press Releases

$0

Total Public Relations Cost

Sales Promotion

Exiting Canon Marketing Staff

$0

$0 Sales Promotion

$40,000 $43,000 $150,500

Contests 40 Camera Give-Away Contest 40 Destinations 40 Days Contest Coupons $40 Gift certificate

$233,500

Total Sales Promotion Costs

$60,000

Pre- Testing Evaluate T4i's current sale figures Focus Groups Survey Post-Testing Evaluation of Sales Figures Survey

Testing Pre- Testing Evaluate T4i's current sale figures Focus Groups Survey Post-Testing Evaluation of Sales Figures Survey

$625,000 $525,000 $475,000 $425,000

$4,100,000

Public Relations Total Public Relations Cost

Contests 40 Camera Give-Away Contest 40 Destinations 40 Days Contest Coupons $40 Gift certificate

Staggered runs on 2 channels Staggered runs on 2 channels Staggered runs on 2 channels Staggered runs on 2 channels

Internet Marketing Nationwide

Total Internet Marketing Costs

Press Releases

$625,000 $525,000 $475,000 $425,000

Out of Home - Billboards

Internet Marketing Website SEM Social Media Twitter Facebook Youtube - Upload Your 40 moments

BUDGET

Staggered runs on 2 channels Staggered runs on 2 channels Staggered runs on 2 channels Staggered runs on 2 channels

Total Television Costs

Out of Home - Billboards Vancouver CMA Edmonton CMA Calgary CMA Toronto CMA Montreal CMA Halifax CMA Quebec City Ottawa - Gatineau CMA Kitchener CMA London CMA Winnipeg CMA Regina CMA Saskatoon CMA Victoria CMA Billboard Admin/Rotation

MEDIA Advertising Television

January

Nationwide Nationwide Nationwide

$40,000 $43,000 $150,500

$233,500 Testing

Nationwide Nationwide Nationwide $60,000 Nationwide Nationwide

$60,000 Nation-wide Nation-wide Nation-wide $60,000 Nation-wide Nation-wide

Total Testing Costs

$120,000

Total Testing Costs

$120,000

Contingency Fund

$100,000

Contingency Fund

$100,000

Total IMC Budget

$4,970,380

Total IMC Budget

$4,970,380

Creative Brief Date: Client:

April 18, 2012 Canon Canada

OBJECTIVE(S) – Why are we advertising?

th

To create excitement and build awareness of Canon’s 40 Anniversary in Canada in 2013.

To nurture and grow Canon Canada’s existing brand loyalty and image.

To generate unit sales as well as increase Canon’s market share by 1.9%.

TARGET AUDIENCE – Who are we talking to?

PRIMARY AUDIENCE: Geographic – Canada Wide Demographic – Male and Females ages 25-34, with an annual income between $33,000-$47,000. Generally have post-secondary education as well as being single or newly married.

Psychographic – Value experiences, achievements; Active Lifestyle; Extroverted personality types; Behavioural – Brand loyal consumers; Already own a “point and shoot” camera – looking to upgrade OR have an old DSLR camera looking to update their camera technology; Medium to heavy users.

PROBLEM/OPPORTUNITY – What do they currently think? th

With Canon Canada’s 40 Anniversary approaching in 2013, there is a great opportunity to capitalise on a target audience that in a life stage where big moments are happening, and they have the need to capture them in either photo or video form. th The public is largely unaware that Canon Canada is celebrating their 40 Anniversary. Also, while they have a known desire to own a DSLR camera many are still looking to be convinced in their purchase process.

ACTION – What do we want them to think/feel/do?

Think – Want to capture life moments with a high quality DSLR camera Feel – Emotionally connected to the campaign and the message that Canon Canada is putting forth th Do – Purchase the Rebel T4i, be active on the 40 Anniversary website/ contests

KEY MESSAGE – What's the ONE thing we need to tell them?

Canon is celebrating 40 years of moments, innovation, and excellence in Canada.

USP/BENEFITS – Why should they believe us?

40 years in Canada as a market leader.

Leader in innovative photographic technology Globally respected brand

Brand Character TV commercial characters: John, Sally, Joe, and Sue. 40 Destinations 40 Days Contest Winner

APPENDIX 2: TARGET AUDIENCE CHARACTERISTICS These charts show the various influences and shopping criteria that our target audience responds to.

Distinct Creations

Appendices

APPENDIX 6: PATTISON PRICING CHART

Distinct Creations

Appendices

APPENDIX 1: CANON ENVIRONMENTAL CHARTER

Distinct Creations

Appendices

APPENDIX 5: GLOBAL/CTV PRIME TIME SCHEDULE The campaign will place 30 second advertisements on 2 television stations, CTV and Global, who appeal widely to our chosen target audience. This isespecially the case when placed during prime time programming, where shows such as The Big Bang Theory, American Idol, Mike & Molly are shown on CTV between 19:30 and 21:30, while Global hosts Glee, Survivor and Bones between 20:00 and 22:00.

Each character will have be introduced by two spots per day for the first week of release, then a further two spots per week after a week long break off air, to generate buzz and allow people to go to the website to gather information on our campaign and characters. After a second week-long break, the second character/advert is introduced with the same airing schedule, alongside a reduced campaign for the first character. This allows viewers to view and connect with our second character, while also connecting the two lives.

After the second character’s four-week staggered introduction, the third character/advert is released and the previous two airing schedules are reduced, but present. This pattern continues for all 4 characters/adverts, until the second week of our fourth and last character, where an intensive three week continuous campaign will show all characters and advertisements equally for three weeks.

Distinct Creations

Appendices

Distinct Creations

Appendices

APPENDIX 3: CREATIVES TELEVISION STORYBOARD IMAGES This storyboard shows the progression of our first advert and character, the everyday “John”, and how we see his life’s moments unfold in a photo montage of 40 moments which characterise and capture his life. The ad closes by showing the Canon Rebel T4i and the Canon/40th Anniversary logos and invite to the website.

Distinct Creations

Appendices

CANON CANADA 40 TH ANNIVERSARY BRAND/LOGO The use ored and white, the Canon stylised font, and the embodied Canadian Maple leaf symbol make the logo design for the 40th Anniversary campaign is simple, easily identifiable, and unmistakably both Canon and Canadian. It will be present on all of Canon’s printed marketing materials, selected product packaging, and online at all Canadian Canon websites.

GIFT CERTIFICATE SAMPLE Gift certificates will be printed in high quality gloss black card with a pre-registered code which assigns them a $40 value to be used on any purchase made on the Canon website. The certificate will be inserted into Canon Rebel T4i packages ex Japan from the start of Q3 2013, to hit stores (and be rotated into retail stock) before October 2013. Research shows that this incentive often results in increased retail activity beyond the face value of the gift certificate amount, leading to much increased revenues for Canon via their online shopping portal. Certificates will be valid during October, November and December only to enhance exclusivity and boost year-end sales figures.

Distinct Creations

Appendices

BILLBOARD SAMPLE The billboards will be placed strategically across Canada as per our blocking chart and Pattison rates. The images placed in the photo frames will rotate weekly, taken from selected images (with consent) uploaded via the canon40moments.ca website.

These images will be placed local to the chosen winners.

Distinct Creations

Appendices

CANON40MOMENTS.CA WEBSITE MOCKUP The website www.canon40moments.ca will be the central repository for allpublic campaign information. It will link to the competitions, photo montage application, news about events and products, and cross reference to the main canon.ca website. It will be fully search engine optimised to attract traffic, and be constantly monitored to maximise uptime.

Distinct Creations

Appendices

APPENDIX 7: CAMPAIGN BUDGET BREAKDOWN

Distinct Creations

Appendices

Distinct Creations

Appendices

APPENDIX

Distinct Creations

4 : MEDIA BLOCKING CHART

40th Anniversary IMC Project - Appendices