Apple Campaign by Taylor Williams

TABLE OF CONTENTS Apple

EXECUTIVE SUMMARY Apple

Apple is an iconic brand name that is known by all. Apple’s brand identity is associated with sleek design, innovation, and status. The status people obtain by owning an iPhone is a cultural statement. However, IDea discovered that Apple was more than just a high valued electronic brand. Apple is a company that designs its products for everyone. The Apple iPhone is not designed for a specific target or demographic, rather an iPhone can be used and enjoyed by all types of people regardless of age, location, or gender. IDea wanted to highlight the uniqueness of the brand and illustrate how the Apple iPhone is designed for all lifestyles. Through surveys and research, we found that many consumers dislike Apple as a corporation. We want to change the perspective of non-Apple users by focusing on the philanthropic work Apple particpates in. We propose to highlight and bring awareness to the philanthropic work Apple already participates in, while also creating new philanthropic events. Highlighting the positive impact Apple has on the community, both local and global, would change consumers’ perspectives. In return Apple could increase philanthropic awareness, brand awareness, and positively impact sales. Research also showed that the newly released iPhone 5c had much lower sales than had been estimated. We believe a cheaper version of the iPhone was a poor way to introduce a more affordable phone to the target. Instead, we propose Apple release a 5e, an iPhone made from recyclable materials. This phone would encourage sustainability among others, and promote the more affordable phone from the aspect of a preferred lifestyle rather than simply the “cheaper” phone. This concept also mimics Apple’s current attitude toward sustainable practices. This newly proposed phone is estimated to increase positive perceptions of the iPhone 5c by 17%. Together, our concept would create a cohesive campaign that could be directed at general groups or specific targets. Our campaign would increase Apple iPhone 5s and 5c (e) sales, increase brand and philanthropic awareness, and increase positive perceptions of Apple iPhone 5c (e). Overall, our campaign would illustrate the importance of the sleekly designed phone, and display the many different uses and personalities the iPhone can encompass. Our campaign would help confirm that the Apple iPhone is: Designed for us.

INDUSTRY

Situation Analysis

Of adults in the United States own a smartphone

Apple leads as the top smartphone manufacturer

40.6% 18-34 year olds ranked the most important screens in their life in this order

Google Android leads as the top smartphone platform

51.8% 18-34 year olds are more likely to choose their phone to access the Internet

Smartphone users increased 21% since May 2013

6.8 billion Cell phone users worldwide

SURVEY

Situation Analysis 64.95% of surveyors own an iPhone What do use your phone for?

What do you think of when you think of Apple? iPod iPhone Mac/iPad Fruit Steve Jobs Innovation Design Technology

0.00 POSITIVE

NEGATIVE

0.05

0.10

0.15

0.20

COMPETITORS Situation Analysis

BRAND POSITION: Connecting people Let more people enjoy what life has to offer

PROMOTION VEHICLES: Television, newspapers, Internet, radio and billboards Focuses on sells through Mobile operators

STRENGTHS: Distinct designs, accountability and sturdiness Leader in sales since 1998, but less expensive phones compared to competitors

WEAKNESSES: Behind on changing customer trends Slow on introducing innovative products

BRAND POSITION: Customizable user experience Open Source Operating System

PROMOTION VEHICLES: Focuses on Internet and mobile advertising

STRENGTHS: Personal touches with all of the options to edit the OS Many phone options and resources choices

WEAKNESSES: Lower quality camera compared to competitors Product names are confusing and give it a less mature reputation

BRAND POSITION: High innovation and high functionality products Phones that are catered to personal lifestyles

PROMOTION VEHICLES: Social media, guerilla and mobile Focuses on promotion campaigns

STRENGTHS: Leading PDA Targeting teenage market by partnership with Beats by Dr. Dre

WEAKNESSES: High manufacturing costs compared to competition Low brand awareness

NOKIA

HTC

WEAKNESSES: Inability to market brand Slow on new apps and download choices

STRENGTHS: Highly secured phones Advanced hardware and user interface design Blackberry Balancegoing from work mode to personal play with ease

PROMOTION VEHICLES: Television, newspapers, Internet, face-to-face demonstrations and carriers CIOs, CEOs, celebrities, and reporters contribute to a lot of their exposure

BRAND POSITION: Going from business executive phone to a lifestyle phone

WEAKNESSES: Limited market share compared to competitors Brand lacks influence in social media environment

STRENGTHS: Good value for the money Wide range of products to serve multiple categories

PROMOTION VEHICLES: Television, newspapers, Internet and billboards Focusing on advancing sales from digital media

BRAND POSITION: Lifestyle brand Becoming a leader in digital technology that offers more and sets you free

WEAKNESSES: They donâ&#x20AC;&#x2122;t own their own OS system Low profit margin

STRENGTHS: Market leader with highly marketable products and advertising impressions Low production and market prices

PROMOTION VEHICLES: Television, newspapers, Internet, magazines, sponsorship, mobile and native Focuses on innovative ways to advertise

BRAND POSITION: Number 1 in smartphone market shares Best price for the product with widely accepted OS software

APPLE

Situation Analysis PRODUCT iPhone 5s and 5c

PLACE

We donâ&#x20AC;&#x2122;t focus on targeting our consumers, instead we promote our dedication to creating the perfect product

Net Income

$37,037,000,000

American multi-national Corporation Company with headquarters in Cupertino, California. Places to buy the product include Apple Stores located all over the nation, Apple Online Store,and through service providers

PRICE iPhone 5s:

iPhone 5c:

With a service plan:

16GB = From $199

16GB = From $99

32GB = From $299

32GB = From $199

64GB = From $399

Contract Free:

16GB = $549

16GB = $649

32GB = 649

32GB = $749 64GB = $849

PROMOTION Pre Launch Strategy:

History of the iPhone 1st Gen June 2007 3G July 2008

PR Blogs-opinion leaders and specialized sites Sneak peaks on research and development info Buzz and viral marketing

3GS June 2009

LAUNCH STRATEGY

4 June 2010

Apple.com Printed media TV Outdoor media Social media

POST LAUNCH STRATEGY Carrier handled advertisement Apple.com Independent review websites Online listings

4s Oct. 2011 5 Sept. 2012 5s Sept. 2013 5c Sept. 2013

SWOT

STRENGTHS

Situation Analysis

Iconic, high class look and construction Incredible carrier support Choice of storage capacity iOS7 is the top ranked operating system Bigger screen 8-megapixel camera that can take 10 frames a second Touch ID fingerprint sensor A7 processor makes the phone twice as fast as previous version

WEAKNESSES Only one option in size Bigger screen is still small for some consumers Very limited options regarding customization Inability to have near-field communication Doesnâ&#x20AC;&#x2122;t offer inductive charging

OPPORTUNITIES Chance to score massive enterprise support The market gap is a chance for entrance in the business world Loyal fan base

THREATS Samsung and their diverse phone supply iPhone 5 has a weaker camera and less features Lawsuits against Android device makers

TARGET AUDIENCES Situation Analysis

Psychographics of an iPhone User: Likely to Live in a City Personal Finance Geeks

PRIMARY TARGET

Age: 18-34 Education: Some College $35,000+ Sex: Men & Women

Health & Fitness Enthusiasts Tech Gadget Enthusiasts

SECONDARY TARGET Age: 35-54 Education: College $75,000+ Sex: Men & Women

Value Shoppers Likely to Throw a Party Urban Chic and Design-Oriented Photo & Video Enthusiasts News & Magazines Readers Music Lovers Social Influencers Business/Leisure Travelers New Moms Single Enjoy simplicity Auto Enthusiasts Fashionistas Business Professionals

TARGET PROFILES Situation Analysis

Erin is a junior at Western Washington University, where she is achieving a B.A.S. in Business Marketing and is actively involved on campus through the student government. To stay organized in the midst of her busy schedule, Erin relies on the newest technology to communicate with other students, teachers and faculty. In a couple years Erin will be graduating and hopefully, keeping her fingers crossed, will be getting a decent job in the city where she will begin her next adventure as a professional business woman. Erin spends lots of her free time day dreaming about city life, so much so that her and her friends go into the city on weekends, getting coffee and posting pictures to their social media profiles with lingering city life aspiration.

Meet Isaac, a market researcher for Path, a mobile networking startup in San Francisco, CA. All Isaac’s friends call him Newton because Isaac is always preaching his ideas to improve life. Most of his ideas are different forms of recycling and alternative ways to produce energy. When Isaac and his friends aren’t working or sharing ideas they are typically on the beach surfing or attending a friends party. Isaac’s friend Jonah is a talented acoustic guitarist, who sings about the beauty of the California landscape, and Isaac has been eager to spread his friend’s music via the Internet.

Jordan is a 34-year-old lawyer from Boston, MA who has managed to make it to year 2013 without a smartphone. The law firm where Jordan works has grown twice in size over the past three years, taking on more clients than ever. Due to such an increase in work, Jordan is realizing his dumb phone is putting him at a disadvantage with client communication. Although Jordan realized the possibilities of a smartphone, he is worried that when purchasing a smartphone he will become overwhelmed by its complexity.

OBJECTIVES Apple

POSITIONING STATEMENT

Advertising will increase positive attitude of Apple and itâ&#x20AC;&#x2122;s iPhone, and maintain the attitude of loyal iPhone users that the Apple iPhone will remain the most thought of and highly valued smartphone in the market.

By December 2014 our campaign will:

Increase top of mind awareness for non-users by Increase positive perceptions of the new iPhone 5c(e) by Increase 5c(e) and 5s sales by Increase philanthropy awareness by 12

BIG IDEA CREATIVE

Designed for the

in us.

Through research we discovered that Apple’s design and its status is what most defines the brand. Apple’s design image is sleek, simplistic, and easy to operate. Owning an iPhone gives the consumer a particular classification and groups them into the high valued category of smartphones users. The iPhone unites “us” all and our campaign will give an opportunity for our target to feel like they belong to a specific group or ideology. Our approach directly targets specific groups within our target and highlights the fact that Apple iPhone’s are designed for everyone and have a variety of uses. This lifestyle advertising campaign will show the target that Apple cares about its consumers and will highlight the fact that humans all share common traits and passions, and your phone can be incorporated into those characteristics or passions in life. Our advertising campaign will remain sleek and simple as Apple’s previous campaigns and make sure the focus is on the iPhone.

PRINT ADS Creative

DIGITAL ADS Creative

Banner Advertisement

Interactive banner advertisements allow the user to interpret the connection to the image or type in their own description word on the blank line. Roll Over Advertisement

Designed for us.

COMMERCIAL Creative

SFX: â&#x20AC;&#x153;You are My Sunshineâ&#x20AC;? By Noah Guthrie TIME: 45 seconds The entire commercial will slowly continuously zoom in to the iPhone changing speeds dependent on the different lifestyles it is illustrating. Text will appear describing each particular lifestyle.

Text: For the explorer.

Text: For the athlete.

Text: For the healer,

Text: For the activist.

Designed for us.

Text: For the hero.

Text: For the artist.

Text: For the provider.

Designed for us animation. SFX: Moving text End on Apple logo

MUSIC

PROMOTIONS/PR Creative

The outdoor benefit concert is an event intended to bring the Apple community together as well as bring awareness to Apple products and philanthropic efforts. The concert will have a variety of bands and artists performing over a weekend. The concert will live stream on both iTunes and iRadio. All proceeds from ticket sales, iTunes, copies of concert album, etc., will be donated to philanthropic causes. There will be many events and giveaways throughout the concert to promote interaction, fun, and awareness.

Apple will increase their philanthropic awareness by promoting their current charity involvement. Apple is involved in several philanthropic events or causes. However, not many people are aware of how much involvement Apple has in these causes. We propose that Apple has a permanent link on their home page that would direct users to their charitable causes. This information could also be found on iTunes. We propose that Apple implement a system that keeps track of individuals efforts and participation. Apple users would use their Apple ID when participating in a philanthropic event. Whether this be donating to a particular cause, buying RED products, or volunteering their time. High involvement and participation would result in rewards or discounts off Apple products. This concept would highlight the philanthropic work Apple does and engage the community in a conversation and help facilitate individuals to make a difference.

iPhone 5e Creative

Apple goes green. The iPhone 5c sales only took 27% of the sales during the new release, compared to the 5s, which had 64% of total handset sales. We believe there is a need for an less expensive and more affordable iPhone, especially in the global market. We realized marketing the 5c iPhone as a cheaper version of the iPhone was not the best way for Apple to release a more affordable phone to the public. Instead, we propose to change the less expensive iPhone into a sustainable phone made from 100% recycled materials. Changing the consumers perception from a cheap phone into a sustainable and green phone would most likely increase sales and attract a popular, growing type of consumer. The new iPhone 5e would be white with a green Apple logo on the back. The green Apple logo would be an iconic and easy way to spot people using a more sustainable phone.

iPhone 5e: Low price Updated with sustainability applications Solar powered charger and battery option Organic packaging Manufactured in 100% renewable energy factories Recycle your old iPhone for 10% of the iPhone 5e

ADVERTISEMENTS

Creative

1,546,234 We propose that Apple introduce an interactive billboard and website feature that keeps track of Apple’s acts of greeness or carbon footprint. This feature would help make people aware of the sustainable practices Apple uses. The online feature would also facilitate a conversation and provide more resources of Apple’s sustainable efforts.

The billboard will illustrate a large iPhone 5e with a green apple logo on it. On the top of the billboard, the copy states “Designed for the green in us.” On the right, bottom, the copy states “iPhone 5e.” The green apple logo would charge during the day by solar power energy. At night, the green apple logo illuminates and is the only part of the billboard that can be seen until morning.

Apple would also introduce a free sustainable application. This would be an interactive app that would keep track of an individuals carbon footprint. The app would also track carbon footprint points to redeem discounts on Apple products.

SPOT MARKETS Media Plan

Seattle, WA

Denver, CO

Portland, OR

Chicago, IL

San Francisco, CA

Boston, MA Los Angeles, CA

Washington, DC New York, NY

San Diego, CA

Las Vegas, NV Austin, TX The above spot markets were selected based on the population of our target and high percentage of iPhone sales.

MEDIA MIX Media Plan

OUTDOOR We will have outdoor advertisments in our specific target markets,

RADIO Apple will run minimal radio advertisements. We will us iTunes Radio to advertise.

IN-STORE We will promote the iPhone in Apple stores nationally as well as other businesses that sell iPhones.

PRODUCT PLACEMENT Apple will donate iPhones to all genres of films. We will specifically focus on blockbuster films.

New York Times ESPN Wall Street Journal YouTube NetFlix Yahoo.com (partnership) USATODAY Upworthy.com Mashable NPR.com Tedtalks VIEMO Linkedin Hulu SEO

NewsWeek Time The New Yorker Forbes Surfer Wired Wallpaper The New York Times The Economist Sports Illustrated Entertainment Weekly Marie Claire Womens Health Glamour Real Simple

SPOTS: 2014 Winter Olympics 2014 Super Bowl SHOWS: Mad Men Big Bang Theory Greyâ&#x20AC;&#x2122;s Anatomy NCIS Game of Thrones Glee True Blood Saturday Night Live CSI HBO The Voice Sports Center Ellen Netflix (Product Placement): Netflix Originals

MEDIA SCHEDULE Media Plan

BUDGET

CAMPAIGN BUDGET

Media Plan

$400 Million 10%

17%

Apple spent $1 billion on advertising in the 2012-2013 fiscal year.

20%

We estimate that Apple spent $333 million last year advertising the iPhone alone. Apple has increased advertising spending every year.

15%

Apple has an average yearly increase of $190 million in advertising spending .

2% 12%

Apple tends to spend more money on advertising when releasing new products.

16% 23

EVALUATION Apple

PHILANTHROPY

Pre and post online and mobile surveys on philanthropy awareness Track how many people visit the website or click on philanthropic links Analyze donations and involvement in Apple philanthropies

IPHONE 5e

Analyze sells of the 5e Track downloads of the carbon footprint app Compare and contrast iPhone 5c sales and iPhone 5e sales Analyze and compare how many people recycled their old iPhone to receive the iPhone 5e Implement a mandatory survey when people switch or trade in their iPhones

BRAND AWARENESS OF NON-USERS

Analyze iPhone 5s and 5e sales Analyze Appleâ&#x20AC;&#x2122;s market share for the iPhone in comparison to competitors Pre and post online and mobile surveys on brand awarness Apple is more than an electronics company, itâ&#x20AC;&#x2122;s a line of superior products designed for their users reflective lifestyles. Here at IDea, we understand how important brand loyalty is for a company as decorated as Apple and we know how to not only maintain that loyalty but how to convert non-users into long time Apple users. IDea wants to join the Apple family and make record-breaking sales. Lets kick this campaign off and make history.

AGENCY Apple

Alex Booth

Vanessa Mckeeken

Tianna Woltering

Dalin Klompien

Taylor Williams

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