Copyright 2012 Grant Shumaker and Jamison McNulty Comm 424: Campaign Planning Lincoln Motor Company est. 1917 The TradeMark Firm est.2012
Table of Contents Introductions -Company Overview Employee Bios -Grant T. Shumaker -Jamison M. Mcnulty Media Plan -Creative Strategy Creative Executions -Television -Magazine -Digital -Radio -Outdoor
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Company Overview The TradeMark Group Co-Presidents: Grant Shumaker (804)-263-3091 gshu14@gmail.com
Jamison McNulty
(443)-632-7073 jamisonmcnulty@gmail.com
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Please contact us any day except for Easter, Thanksgiving, and Christmas with any questions or concerns regarding the campaign.
TradeMark’s Creed: “In the end, it’s not the years in your life that count. It’s the life in your years.” - Abraham Lincoln We at the TradeMark group like to think that we have a lot of life in our years. And where there is a lot of life, there is a lot of experience. Experience that helps us when we are working for you. Because a great campaign relies on more than just a random assortment of witty quotes and pretty images. A great campaign has substance, and substance sticks around. Here at TradeMark we create the campaigns that your grandchildren will still be talking about when they’re your age. Just like President Lincoln never backed down from a challenge, neither will we. Whether it is a question that needs to be answered after the close of business or a problem that needs to be solved on the spot, The TradeMark Group is there to assist with any and every issue that goes into a high profile campaign. Let us be the cog that brings your machine to life.
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Grant T. Shumaker Once in a blue moon a child is born who is so special, so important, that it changes the world forever. Grant T. Shumaker was most likely not that child. However; Grant has set out to leave his mark on the world and has taken his first step toward memorability here at TradeMark. Born and raised in Midlothian, Virginia Grant found his love of advertising after working on an abstinence campaign for the local Sexual Education clinic. Grant currently attends Penn State University as a Senior majoring in advertising with a double minor in Psychology and English. He especially enjoys the creative aspects of advertising and intends to become a copy writer after he graduates. The Summer after his junior year Grant completed an internship with BCF in Virginia Beach where he worked on campaigns for Operation Smile, Virginia Beach Tourism, Visit Fredericksburgh, and the Virginia Brewers Coalition. Grant also participated in the 2012 AAF Competition with the Penn State Nittany Group which placed 1st in the first round of competition in New York. Outside of his studies Grant also enjoys drawing, writing short stories, running, and listening to a variety of music. His favorite band is Muse and he has seen them in concert three times already and has a fourth concert planned.
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Grant T. Shumaker Age: 22 Senior in Advertising Psychology & English
Enjoys: -running -drawing -writing short stories -video games -television -long walks on the beach
Previous Work
It’s like a Veggie Burger, with extra bacon. What is it really like? You decide!
For When Boredom Bites
BCF
Norfolk International Airport
Pass the time a little faster. Twizzlers provide as much fun as they do taste, and with so many in a bag, you’ll get wrapped up for hours. So next time you’re stuck in study hall, don’t let boredom slow you down. You’ll no longer need to be saved by the bell!
Short-Term Parking
$1.00 per half hour, or any part thereof $24.00 maximum per day
Put A Twist On It
HELLO LADIES, IT’S ME AGAIN. WHAT’S THAT? Twizzlers_classAD_alt.indd 1
-North Lot -South Lot -Garage A Long-Term Parking
$1.00 per half hour, or any part thereof $7.00 maximum per day
12/13/2011 4:29:54 PM
-East Lot -Garage A, B, and C -Lot D (Oversized Vehicles)
I’M STILL ON A HORSE.
Short-Term Metered Parking $0.25 for 10 minutes
-North Lot Adjacent
*Maximum vehicle height for Garage A is 8’ 2”, for Garages B and C is 6’ 7”.
Parking Lot Assistance: -Service Response phones are available in all parking garages. -Security guards are on duty 24 hours daily to assist with battery jumps and lock-out assistance. -Security escort service between the terminals and parking facilities is also available.
Convenient parking spaces are reserved for the handicapped and all lots are handicap accessible
Geezer
Aged To Perfection
Forms of Payment Cashier and credit card self-service lanes are open 24 hours/day and accept cash and all major credit and debit cards. Any questions or comments regarding parking should be made through the Parking Administration Office at (757) 857-3348, or call (757) 857-3340 for recorded public parking information.
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Jamison M. Mcnulty Jamison, or Jamie for short, is currently a senior Advertising major with a Business & Liberal Arts minor at Penn State University. Born and raised in Baltimore County, MD, Jamie enjoys watching and playing sports and viewing new films from all over the world. In terms of work experiences, Jamie began freshman year of college, when he worked as a sales assistant at Team Distributors, Inc in Annapolis, MD helping the senior sales team with keeping the equipment inventory and assisting on business calls to manufacturers. Jamison M. Mcnulty After his sophomore year at Penn State, Jamie worked as Age: 21 a public relations intern at TBC, Inc, an independent, full Senior in Advertising service advertising agency and public relations firm. There Business & Liberal Arts he helped with the promotional efforts of brands such as Enjoys: CVS MinuteClinic, Hair Cuttery and Smart Balance. -watching sports -spending time with family After college, Jamie hopes to either become an account -playing lacrosse executive at an advertising agency or engage his love of -going to the movies movies and get involved with the film promotion -traveling to new places industry. -candlelit dinners for two
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Previous Work
You’re not
nished when you get to our core...
A treat Usually, getting to the core of a sour apple means you’re nished. That is unless it is a Sour Apple Charms Blow Pop. In that case, you’re just halfway through enjoying a classic treat.
A
A Treat, Tre at, and than and some!
then some!
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Creative Strategy Analysis
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After looking at the Multi-Attribute Model Analysis for the Lincoln brand as well its competitors, we have found that Lincoln was perceived to have the worst performance, style, interior design, and fuel economy. This is contrary to what Lincoln actually offers. Due to this discrepancy we have decided the best way to approach this campaign was to reestablish the Lincoln brand in our target group’s mind. While a majority of the target group is familiar or at least aware of Lincoln, they do not know much about Lincoln’s current lineup or the features they offer. Through the campaign we will aim to change the perception of the brand as outdated. We will do this by focusing on and promoting the luxury and comfort features that each Lincoln automobile possesses, as well as the steps Lincoln is taking to improve the style and design of their lineup. From the spacious, heated seats to the THX II sound system quality, people will become aware of what the Lincoln brand is able to offer.
Creative Executions Taking into consideration both the outdated perception of Lincoln’s brand as well as the high tech features that this lineup of Lincoln automobiles have to offer, the theme/slogan of this campaign will be “Drive Emancipated”. Drawing from the most famous Lincoln in American history, 16th President Abraham Lincoln, who started a new era of freedom with his Emancipation Proclamation, our campaign will promote the idea of breaking free from the traditions and perceptions of old. We believe that this idea of emancipation, as well as the appearance of Lincoln’s famous top hat continuously being left behind for newer styles, will catch the attention of our target audience and entice them to find out more about Lincoln’s current lineup of automobiles which features some very new and beneficial technologies.
Television Magazine Digital Radio Outdoor 9
Television
“Speaker Up” Runtime: 30 seconds Narrator sounds like Jeremy Irons
VO: Music SFX: Pavlov Stelar “Booty Swing” comes in.
VO: It defines us
VO: and shapes our opinions SFX: Beats start in the song
SFX: Music volume increases
VO: and never stops changing.
Close up of a Phonograph needle. The needle drops onto the record as the music starts.
Zoom out slowly from the phonograph to see it is seated in the passenger seat of an older car.
Cut to the rearview mirror as the beat starts. A Lincoln MKZ comes into focus as driver adjusts mirror.
Cut to the Lincoln MKZ and follow the car before it drives out of the camera’s view.
Close up shots of the speakers in the car, changing to a new speaker with each bass beat.
VO: Cut through the static with the only THX II certified speaker system.
VO: Standard in every Lincoln model.
VO: So don’t just sing with the choir.
VO: Step up and lead it.
VO: Lincoln. Drive emancipated. SFX:Music fades out
Cut to close up of the MKZ’s dashboard displaying the THX logo. Pull back into backseat of car showing a man in a tophat in sillouhette driving.
Cut to camera following the old car from the beginning. The MKZ drives past in a blur.
Cut to camera behind the MKZ as it drives away. An object flies out the window and the camera pans up to follow it before lowering to the ground.
Still shot as the object descends to the ground slowly and it is revealed to be a tophat.
Lincoln logo and slogan fade in on a black background.
“Style seeker” Runtime: 30 seconds Narrator sounds like Jeremy Irons
VO: Style SFX: Pavlor Stelar’s “Catgroove” begins
VO: It’s unique to everyone
VO: Sometimes you get it
VO: And sometimes you don’t
VO: But one thing is certain
Black and white medium shot of 30-40 year old men and women dancing in the 1920’s.
Medium shot of well dressed men and women in the 2010’s. They will be in more professional clothes.
Cut between a series of shots of men and women both dressed in modern style. More casual than previous shot.
Cut to a series of shots of a goth, or another millenial aged person wearing abnormal clothing.
Cut to a modern party. One man is over dressed and wearing a tophat. Camera follows him from behind as he heads for the exit.
VO: Style never stops moving, and neither do we.
VO: The all new, redesigned line up from Lincoln SFX: “Catgroove” cuts to the 45 second mark Camera cuts to a medium shot of the MKZ, rotating around the car to keep the man’s identity obscured.
VO: Because sometimes the only way to keep up, is to be miles ahead. SFX: Car starts loudly
The man in the tophat reaches the open door, out of which a Lincoln MKZ is visible. The man removes his hat and hangs it on the coat rack. The camera follows him outside.
The camera pans around to the rear of the car and drops lower. The car starts after the word “up” and drives away as the camera rises up into the air.
VO: Lincoln. Drive emancipated. SFX: Music fades out The camera turns toward the party then fades to a shot of the tophat hanging on the hatrack with the open door still in frame.
The screen fades to black and the Lincoln logo and slogan appear on the screen.
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Magazine The Cure to Cabin Fever
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Lincoln knows that even the cabin in the woods grows stagnant once in awhile. When it does you can step outside and get some fresh air, or climb into a cabin that will never get old. The all new redesigned Lincoln MKX with standard Navigation System with Traffic and Travel Link was constructed to prevent you from ever Lincoln. getting stuck again. So chop down that musty door and cruise the unbeaten path. Drive Emancipated.
“Lincoln knows that even the cabin in the woods grows stagnant once in awhile. When it does you can step outside and get some fresh air, or climb into a cabin that will never get old. The all new redesigned Lincoln MKX with standard Navigation System with Traffic and Travel Link was constructed to prevent you from ever getting stuck again. So chop down that musty door and cruise the unbeaten path.�
Make Any Stone a Rolling Stone
Lincoln knows well that nothing is set in stone. Over the years we’ve chiseled out cars for everyday use and even those fit for presidents, and learned from experience every step of the way. Drawing influence from the world around it, the new 2013 MKZ has been sculpted with luxury in mind from the all glass panorama roof to the Lincoln. standard LED exterior lights. So drop the camera and step into a real masterpiece. Drive Emancipated.
“Lincoln knows well that nothing is set in stone. Over the years we’ve chiseled out cars for everyday use and even those fit for presidents, and learned from experience every step of the way. Drawing influence from the world around it, the new 2013 MKZ has been sculpted with luxury in mind from the all glass panorama roof to the standard LED exterior lights. So drop the camera and step into a real masterpiece.”
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Digital
Dare to drop the hat
The digital campaign will focus on banner ads placed on sites like the NFL ‘s website, WebMD, and shopping sites like Dick’s and Macy’s. They will feature the top hat that is featured in the television and magazine ads as well. The concept of “dropping the hat” and leaving the past and the formal behind will be present. The digital campaign will also feature ads on Facebook to draw consumers to the Fourscore page from social media sites.
Lincoln Motor Company Stuffy suits, choking ties, and those shoes that are a size too small. It’s time for you to step out of the past and into something a little more modern. Unbutton the suit, drop the hat, and live emancipated.
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“Stuffy suits, choking ties, and those shoes that are a size too small. It’s time for you to step out of the past and into something a little more modern. Unbutton the suit, drop the hat, and live emancipated.”
Clicking on the banner ad or the Facebook ad will open a new tab to a special page that gives more information on the Seven new models Lincoln is releasing by 2015. The page will focus on simplicity in navigation by grouping all the information into one page.
When clicked, a car will enlarge and a data box will open. The box displays the price, gas mileage, and special features of the car. Each of the special features is also click able and will open a picture and a data box with in depth detail on the feature. Choose a Vehicle
Continue to Lincoln Homepage >
Lincoln MKZ Starting MSRP $35,925 Fuel Economy 22/33 CITY
“Lincoln Drive Control Retractable Panoramic Glass Roof Push-Button Shift SYNC with MyLincoln Touch New 2.0L EcoBoost I-4 Engine Lane-Keeping System THX II Certified Audio System Active Park Assist Adaptive Cruise Control Multicntour Front Seats with Active Motion Inflatable Rear Safety Belts Heated/Cooled Seats Heated Steering Wheel 3.7L TI-VCT V6 Intelligent All-Wheel Drive�
HWY
Lincoln Drive Control Retractable Panoramic Glass Roof Push-Button Shift SYNC with MyLincoln Touch New 2.0L EcoBoost I-4 Engine Lane-Keeping System THX II Certified Audio System Active Park Assist Adaptive Cruise Control Multicntour Front Seats with Active Motion Inflatable Rear Safety Belts Heated/Cooled Seats Heated Steering Wheel 3.7L TI-VCT V6 Intelligent All-Wheel Drive
Continue to Lincoln Homepage >
Radio Lincoln: 30 second spot Lincoln has a deep authoritative voice, Announcer has a smooth more baritone tone MUSIC:
PRESIDENTIAL THEME MUSIC
Abraham Lincoln: Four score and 16 years ago the folks at Lincoln brought forth on this continent, a new automobile, conceived in luxury and dedicated to the proposition that all driving experiences are NOT created equal. MUSIC:
UPBEAT MODERN AMBIENT MELODY
Announcer: Fast forward to today and you will find a car company still dedicated to providing a superior level of both luxury and comfort in their automobiles. From the fuel efficient hybrid MKZ to the spacious and fully equipped Navigator, there is a Lincoln for all of those who seek a car that combines the class of an older generation with the technology of the future. Lincoln. Drive Emancipated.
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Outdoor
We will take over multiple touring stage coaches in our targeted cities. While they will look like ordinary coaches from the outside, they will come with the interior one would find inside of one of Lincoln’s cars, including leather seats and a full dashboard complete with the THX sound system.
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