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Akvile Leitonaite - Account Executive Jamie White - Researcher Jennifer Radulovic - Public Relations Patience Welch - Art Director Sean Griffis - Copywriter


From our family to yours.


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Campaign Elements Logo and Slogan A family tree is incorporated into the logo to reference the Family Collection, and the slogan reinforces that the collection was made with families in mind.

Target Audience The Family Collection by Tervis focuses on grandmothers that are really involved with and love their families. Glammas want to keep all their family memories close, and now they can with the Tervis tumblers.

Research Multiple forms of research were used to find information for the campaign. The focus group research led Tervis to target Glammas, and the survey research revealed their characteristics and values. The outcome was to target grandmothers who value family time and love making memories with their loved ones. Further research determined which outlets to reach out to and how to promote the new collection.

Partners Tervis partnered with companies that value family and preserving memories as well as growing toward the future. Our partners include the Sandals Resorts, YMCA centers and Bank of America.

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Public Relations To promote the new Family Collection, Tervis plans to publish multiple press releases, pitches for two morning show appearances and an AARP blog feature and media advisories for events. There will also be a photo and video release displaying the families who win a Sandals resort vacation from the Tervis Road Trip contest.

Social Media The target demographic, Glammas, mainly uses Facebook to keep in touch and interact with their family members and friends. The Family Collection campaign will use Facebook to post news and updates about the Tervis Road Trip, YMCA’s Family Fun Days as well as promote the contest sponsored by Sandals Resorts.

Tervis Road Trip To create awareness about the new Family Collection, Tervis partnered with Sandals Resorts. A 10-foot-tall Tervis tumbler will travel to 16 U.S. cities from June to August. Visitors of the 10-foot-tall tumbler will be able to sign up for a chance to win a family vacation to a Sandals resort. YMCA Family Fun Days To promote family fun and making memories, Tervis partnered with YMCA to sponsor Family Fun Days in respective cities from June to August. Tervis will sponsor a “How Well Do You Know Your Family?” contest. Advertising The Family Collection advertisements include print ads, radio spots, r io endorsements and shopping cart ads. All outlets will reach our target demographic, Glammas.

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Research


Tervis Tumbler Company Tervis, the brand of the reliable permanently-sealed, double-walled tumblers, has been leading the market since its establishment in 1946. Created by two engineers, Frank Cotter and G. Howlett Davis, the Tervis tumblers keep hot drinks hot and cold drinks cold. Insulated tumblers were new to the market and changed the industry for good. After a few years of success, the Donelly family purchased the Tervis product rights in 1950 and then incorporated the Tervis Tumbler Company in 1967. The company name, Tervis, is derived from the combination of the last three letters of Frank Cotter and G. Howlett Davis’ last names. Currently celebrating more than 65 successful years in the market, Tervis offers six tumbler sizes and hundreds of customizable designs, emblems and accessory combinations. Additionally, the tumblers are microwave and dishwasher friendly, making them the perfect accessory for any family member. Today, the more than 700 employees at this family-owned-and-operated company produce all Tervis products at the factory in North Venice, Fla.

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Focus Group Methodology In an effort to gather research on who to target for this campaign, we conducted a focus group. This focus group consisted of 50 males and females and asked about their lifestyles. Participants ranged in age from 22 to 88. We included a variety of ages, so that we could find the best age group for our product. Most participants were Caucasian, although some were African American, Hispanic, Asian and Puerto Rican. When considering what questions to ask our participants, there were quite a few that immediately came to mind. We asked if they were multitaskers, where they see themselves in five years, what they spend their money on most and if they were interested in online shopping. These questions helped give us insight into their lives and inspired us to ask additional questions to help us dig deeper. We asked questions like how many beverages they drink throughout the day, what type of cup they drink out of and if they refill or purchase their beverages each time. One question we were eager to ask was about their knowledge of the Tervis brand. We then proceeded to ask what we found to be the two most helpful questions of all: what is most important to them and if they were more likely to use a product if they had the option to personalize it. Summary and Response Overall it was discovered that many people are unaware of Tervis, although they all recognized a Tervis product when it was shown. It turns out that most people are unaware of the name because of the clutter of tumblers they can choose from. We also found that when asked what is most important to them, family was the number one response. No matter what age they were, there was not one response out of the 50 we received that did not include family in their answers. The other part of our

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focus group that helped us move forward was the personalization aspect. To our surprise, people would pay a little more for a cup if there were an option to personalize the cup to their liking. Conclusion From our primary research, we were able to get qualitative information to help us move forward with a campaign. We can conclude that our target audience is very family oriented and would react to a campaign that is informative and relatable. We plan on teaming up with a few companies that together will perfectly target our audience members in a way that keeps them feeling attached to their families. What is important to you?

Family 100%

Responses other than family included education, money, health, religion, work, and relationships.

Are you more likely to use a product if you have the option to personalize it? 14% 19%

Yes No

68%

Don’t care

Do you know what a Tervis tumbler is?

44% 56%

Yes No

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Research Survey Overview Our research survey questions were derived from what we found out about our primary target audience in our focus group. We asked them questions that would help prepare a better campaign by tailoring the marketing messages toward our target audience. Below and on the following page, you will find a replica of our research survey, in which 70 people participated in over a one-week span.

Research Survey 1. How important is family to you? a. Not important b. Somewhat important c. Pretty important d. Very important 2. What do you use the Internet for the most? Please rank in order of use with 1 being the highest use and 4 being the lowest use. a. Paying bills online b. Making travel arrangements c. Keeping in contact with friends and family (social media) d. Entertainment (Netflix, games, Hulu, YouTube, etc.) 3. Please check all the blogs you read. a. Suddenly Senior b. Aging Gracefully c. The New Old Age d. Now What e. 50 Something f. AARP g. Other (Please specify.) 4. Which social media websites do you use the most? Please rank in order of use with 1 being the highest use and 3 being the lowest use. a. Facebook b. Twitter c. Pinterest

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5. How likely are you to give your email address to companies to get more information on a product or service? a. Very unlikely b. Unlikely c. Somewhat likely d. Likely e. Very likely

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6. Do you use Skype? If so, how often? a. Everyday b. Very often c. Sometimes d. Never 7. How likely are you to participate in a simple online contest to win a vacation? a. Very likely b. Somewhat likely c. Not so likely 8. When looking to purchase a new portable cup/tumbler, what features influence your decision? Does not influence

Moderately influences

Heavily influences

N/A

No condensation/water rings Personalization of decoration Beverage insulation Size Lifetime warranty Multiple uses 9. How often do you go on a family vacation or extended family get-together? a. Every 6 months b. Every year c. Every 2 years d. Every 5 years e. Never f. Other (Please specify.) 10.

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If you were financially able to do so, how likely would you be to open a trust or college fund for your current or future grandchildren? a. Very unlikely b. Unlikely c. Somewhat likely d. Likely e. Very likely f. Already have


Survey Results A survey was conducted after our focus group to help quantify results that stemmed from our questions. As seen on the previous page, the survey questions were helpful in determining how our target audience members make decisions, how important certain things are in their lives and if they would ever participate in any contests or giveaways.

How important is family to you? 2.9%

2.9%

Very important Pretty important 94.2%

Somewhat important

This question was important to ask both in the survey and the focus group. We found that family was very important to most people in our focus group, but we wanted a better scale of just how important family is to a person.

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What do you use the Internet for the most? 40.6%

31.9%

60.9% 47.8%

Paying bills online Making travel arrangements Social media Entertainment

According to the responses, we should be able to target our audience online. One way we can do that is through social media, since 60.9 percent of our respondents said it’s what they use the Internet for the most.

Which social media websites do you use the most? 33.3% 24.6%

Facebook 93.3%

Twitter Pinterest

A follow-up question was important in this situation, so we could see what means of social media our target audience is using. We found that 93.3 percent of the total respondents who took our survey used Facebook as their primary social media site. While there were a few who mentioned using Twitter and Pinterest as well, we feel the best way to advertise is through Facebook.

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When looking to purchase a new portable cup or tumbler what features influence your decision? 70% 60% 50% 40% 30% 20% 10%

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Does not influence

Moderately influences

Heavily influences

We found this question to be of major importance in moving forward with our campaign. Tervis prides itself on having tumblers that have no condensation or leave water rings. In our results, 77.9 percent of people use this factor when deciding which portable cup to purchase.

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N/A


The personalization aspect is another important factor and will be the driving force of this campaign. While some people indicated that it’s not important, 70 percent of people really take the personalization aspect into consideration when it comes to making a new purchase. Beverage insulation was also a huge influence in the purchase of a tumbler. The results showed that 87 percent find it either moderately or very important to have this feature in a portable cup. Whether it is to keep one’s coffee nice and warm or water colder than room temperature, it’s a great feature to be able to mention in our advertising tactics. Size seemed to also be a big factor. Nearly 85.5 percent of people take size into consideration. Since this is a portable cup, no one wants a cup that is too big for a cup holder nor one that is too small and will slide around the cup holder. People are just looking for that perfect size. A lifetime warranty is hard to find in a portable cup, but Tervis believes this is very important and so do many people as well. Nearly 60 percent of our respondents would purchase a portable cup for more money, knowing it carried a lifetime guarantee. Lastly, when looking at our results to see if multiple uses has any influence, we found that 75.4 percent would like to purchase a cup that is multi-functional. From coffee in the morning to water in the afternoon to tea at night, the Tervis tumbler is great for any use and can be paired with any Tervis lid.

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Research Findings After both our focus group and surveys were conducted, we were able to find a direction for our campaign. Originally, we believed that older generations were comfortable with giving their email addresses to companies to get more information on products or services. From our survey results, we found that only 30 percent of respondents were willing to give out their email addresses. This was just one way our research helped improve our target message. We also believed that Skype played an important role in the older generation’s lives. However, there was a split response. A great number of people never use Skype, but a large amount of people do. We believe that taking Skype out of the equation altogether would be better because of the amount of people who don’t use it at all. When looking at the results of how often one takes a family vacation or extended family get-together, we were very interested. There are a few people out there who try and take a family vacation as often as possible, but there are also some people who don’t seem to have enough time to plan a full vacation. This led us to partner with Sandals Resorts, which helped shape our campaign. We will have families enter a contest, in which five winners will receive a vacation package with their families to the Sandals resort of their choice. Another partnership stemmed from our research as well. Since our campaign seemed to have a general family theme, one of the questions we asked was about the likelihood of opening a trust or college fund for current or future grandchildren. With 59.4 percent saying they were very likely to do this, we found that an ideal partnership could be found in this area with Bank of America.

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On another note, we decided to incorporate Family Fun Days, which will be held by our third partnership with YMCA. Hosted in different locations throughout the country, these events will have our two other partnerships present as well. We believe we will have a strong turnout since our target audience is so family oriented. After looking at all the research collected and seeing what the results were, we feel as if we can move forward with a strong campaign. We know which direction to target our audience in, how we can target them and what aspects to touch on with our messages.

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Glammas Our target audience consists of grandmas ages 55 and up. Although an older crowd, they are far from boring, slow and retired. Our “Glammas� love spending time with their families, especially their grandchildren. They can keep up with the best of them, enjoying outdoor activities and traveling. When they are away from their families, these Glammas do not have an issue getting on the web and connecting with their loved ones on social media sites, like Facebook. They enjoy going on family vacations yearly and always want to make sure their loved ones are taken care of. Glammas love creating memories and love sharing them with everyone around. They would never miss one of their grandchildren’s plays or sporting events and are always the first to help with homemade Halloween costumes. Nothing makes them happier than showing off their families and keeping loved ones around, even if not in person.

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Internet Use Statistics The Internet was born in 1969. It was introduced in 1982. It was commercialized in 1995. Since then, it has grown rapidly in all generations. In fact, APIA’s “Life Begins at 50” report concluded that there is a rise of the “Silver Surfers.” “Silver Surfers” are considered the over-55 crowd, who want to get rid of the myth that people older than 55 are resistant to using technology. In fact, those over 55 are using technology for things just like everyone else. For example, 71 percent use the Internet for online banking, 40 percent use it for communicating through means such as Skype, 71 percent for online shopping, and 35 percent for connecting with others through social media. When it comes to using technology, 88 percent of the over-55 crowd believe that it is very important to keep up with technological innovations. They also believe using the Internet is one of the best ways to keep up with their friends and family members. We can use these statistics to benefit our campaign by targeting the over-55 crowd through these means.

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Social Media: Facebook Although senior citizens may have been slower in using some of the technologies that are available today, including social media, they are also among the fastestgrowing demographics online. In the past year alone, social network use among users 55-and-older has doubled to 42 percent. On Facebook, there are nearly 16 million people who are 55 and older. Undoubtedly, they are on the Internet and using social media more often than one would think. With statistics such as these, Facebook is the best outlet to reach our target audience of Glammas ages 55 and over.

Age Distribution 14.7%

7.5%

13-17 30.6%

47.3%

18-34 35-54 55-100

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Creative Strategy Statement


Creative Strategy Statement Campaign will target youthful, family-oriented grandmothers and demonstrate how Tervis’ Family Collection can help them relive their favorite family memories. A strong, emotional approach emphasizing those memories will convince them.

Campaign Plan Key Fact: Tervis’ Family Collection features personalized portable, insulated cups that can connect grandmothers emotionally to their family members. They can cross paths from the older generation to the younger generation. Campaign Problem: A lot of grandmothers are generally unaware of Tervis tumblers’ multiple uses, quality, personalization and the reliability features. Campaign Objective: To introduce Tervis’ Family Collection as an integral part of the family and beverage experience. Target Consumers: Glammas, ages 55+, youthful and family-oriented individuals, love creating family memories, believe personalizing products will bring them closer to their family members, “Egonomics” consumers. Competition: Direct competition would include the clutter of other insulated tumblers one can choose from as well as places, like Starbucks, who serve reusable cups. Indirect competition is the lack of awareness people have about personalizing their tumblers as well as the other aspects a tumbler encompasses. Key Consumer Benefit: Grandmothers that purchase the Family Collection tumblers will feel a reignited family value. Support: According to an article titled “10 Facts About Memory,” new brain connections are created every time you form a memory. Tervis will influence these connections with the Family Collection. Tone Statement: Our campaign will have light-hearted, family-oriented messages, focusing on reliving past memories and making new ones with family members. Mandatories and Limitations: Budget: $1,643,656, logo, slogan, URL

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The Family Collection


PR TIMELINE June 3, 2013

Campaign Press Release, “A Family Company Launches A Family Collection” The release will introduce the new Family Collection by Tervis. It will announce the launch date, offer information about the collection, define the target audience and reveal who will be the campaign’s spokeswoman.

June 3, 2013

Fact Sheet The fact sheet will present more detailed information about the new Family Collection, its message, new features and customization options that will be offered.

June 7, 2013

Partnerships Press Release, “Tervis Family Tree Begins To Grow” The press release will announce which companies Tervis will partner with to promote the new Family Collection and why.

June 12, 2013

Contest Press Release, “The Tervis Family Is Going On A Road Trip” The release will inform people about the Tervis Road Trip contest, in which five lucky winners will receive an all-expense-paid vacation with their families to a Sandals resort.

June 14, 2013

AARP Blog Pitch Letter, “Grandma, What’s Your Favorite Memory?” Tervis will pitch to an AARP blog since its readers coincide with our target audience of grandmothers. If grandmothers over the age of 55 find out about the collection through a trusted source, they’ll feel inclined to find out more.

June 14, 2013

“Good Morning America” Talk Show Pitch Letter, “First Times Happen All The Time.” A pitch to “Good Morning America,” a talk show that provides viewers with stories that impact their lives, will be a great fit because the Family Collection allows grandmothers to relive their favorite memories.

June 14, 2013

“TODAY” Talk Show Pitch Letter, “It’s My Birthday And I’ll Cry If I Want To.” The “TODAY” show brings its viewers the latest news, stories and trends. So we will pitch to them in an effort to reach our target audience more effectively.

July 29, 2013

Event Media Advisory, “YMCA And Tervis Ask Families To Join The Fun” The advisory will alert the media about the Family Fun Days’ last stop in Venice, Fla.

TBD

Photo Release Spokeswoman Betty White will be photographed with each of the winners of the Tervis Road Trip contest.

TBD

Video Release Each winning family will have highlights from their Sandals Resorts vacations recorded on video as a keepsake.


Contact: Jennifer Radulovic, Public Relations 407.595.1230 | jradulovic@tervis.com FOR IMMEDIATE RELEASE

A FAMILY COMPANY LAUNCHES A FAMILY COLLECTION VENICE, Fla. (June 3, 2013) — Not-so-over-the-hill grandmothers will be inspired to showcase their treasured family memories with the launch of Tervis’ all-new Family Collection. Tervis, America’s most trusted name in tumblers, has developed a line where family-oriented, sophisticated women are able to fully customize their tumblers, while taking advantage of the new open-cup-with-attached-lid feature. “Women over the age of 55 often get overlooked when it comes to being targeted for a fun but practical product,” said Tervis CEO Patrick Redmond. “That’s why we thought creating a line just for them was essential. When you think about it, they’re the ones who really hold onto and reinforce family history and values. So we want them to be able to take that affection to the next level. It just felt so natural that a family-owned-and-operated business like us would envision this idea of creating a family collection.” The Family Collection not only offers personalized options ranging from creating a family tree to displaying a timeline on their tumblers, but also makes it easy for adults 55 and over to drink out of their tumbler with the new open-cup-with-attached-lid feature. This new lid, made of a flexible and safe rubber material, makes taking it off easy on fragile hands. The Family Collection also features options for other members of the family, like the sip cup for young children. In addition, actress Betty White has agreed to take on the role of spokeswoman. “If you’re like me, you hate the frustration of twisting off the caps on traditional tumblers since it takes several tries to get it right,” said spokeswoman Betty White. “And if you’re even more like me, family is everything. That’s why I love this collection. It really brings out the importance of reliving your favorite family memories. In fact, I’ve already crafted and ordered my own Family Tree tumbler. And I have people asking me where they can get one every single time I take it out of the house. I’m just really glad I can be a part of it and tell people about this amazing new collection.” To find out more information about the new Tervis Family Collection, please visit www.Tervis.com/FamilyCollection. About the Tervis Tumbler Company Founded in 1946 by engineers Frank Cotter and G. Howlett Davis, the Tervis tumbler got its name by combining the last three letters of both Cotter and Davis’ last names. By the 1950s, the Donnelly family purchased all Tervis product rights and turned the brand of reliable permanentlysealed, double-walled tumblers into what it is today, America’s most trusted name for more than 65 years. To find out more about the Tervis story, go to www.Tervis.com.

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Contact: Jennifer Radulovic, Public Relations 407.595.1230 | jradulovic@tervis.com

Family Collection Fact Sheet OVERVIEW The Tervis Tumbler Company, a family-owned-and-operated business, is putting the emphasis back on family with its brand-new Family Collection. The collection specifically targets not-so-over-the-hill grandmothers ages 55 and over, who cherish savoring family memories just as much as they love making them. And because the target is such a sophisticated crowd, the Family Collection tumblers feature a new open-cup design with an attached lid.

WHY THE NEW LID? In a recent focus group, Tervis found that men and women over the age of 55 typically dislike drinking out of a spout and wasting their energy twisting off traditional lids. In fact, they prefer drinking from an open cup. With that, the issue of how to make an open cup portable came up. So with its go-getter attitude, Tervis developed the attached lid to be made of a flexible and safe rubber material, which provides a solution to both problems.

THE CUSTOMIZATION OPTIONS Family Tree With the Family Tree option, customers are able to upload and place photos of family members on a family tree that will be displayed on the tumbler. Timeline The Timeline option allows the customer to choose a more sequential approach to reliving their memories. They’ll be able to focus on important dates, like birthdays and weddings, rather than the pictures themselves. Scrapbook This option allows customers to take full control of their tumbler design. They’ll be able to upload and resize photos, create fun captions and even choose their own layout. Other Options In addition to choosing a personal design, customers also have the option of adding tumblers for other members of the family, like the sip cup for young children.

MORE INFORMATION To learn more about the Family Collection, visit www.Tervis.com/FamilyCollection.


The Family Collection

The Family Collection was established by Tervis to enable families to relive the memories shared with one another in an easier way, even when not together. The collection expands on Tervis’ sizes of tumblers with the new sip cup and open-lid cup. Design options from left to right are Cartoon, Tervis Leaf, Family Tree, Timeline and Scrapbook.


Sip Cup

The sip cup was designed for younger children in the family. Tervis believes children are an important part of every family and wants to provide a convenient and portable cup for them.


Open-Lid

This tumbler was created after research showed that a more mature audience prefers drinking from an open-lid cup. To maintain the portable aspect of Tervis tumblers, we created a rubber material lid that is easy to open on fragile hands, while keeping the beverage secured in the tumbler.


Cartoon

A more whimsical and fun way to display family members is through the Cartoon design option for your tumbler customization. Children can have their family members on sip cups that show off their family members in cartoon form.


Tervis Leaf

The Tervis Leaf design was created for those who want a more simple reminder of their loved ones. This design is ideal for those who are more subtle in the way they show love.


Family Tree

The root behind the Family Collection is the Family Tree design. Tervis provides a customizable default tree where the customer can place pictures of family members wherever they want on the tree.


Timeline

Dates are important for everyone to remember. The Timeline design allows one to list and highlight specific and important dates in their family history.


Scrapbook

The Scrapbook design option was created to be able to feature all of your most precious memories without a specific layout. One can get creative and have the option to resize and move images to their liking.


Spokes


Spokeswoman Our research made it apparent that if we were going to have a spokeswoman, she would need to have a few qualities our target audience could relate to. We need someone from the generation in which we are targeting, who is spunky, catches people’s attention and is entertaining to listen to. From the beginning, Betty White was a name we thought of instantly. Betty, at 90 years young, is very successful, talented and makes you feel younger than you actually are. Betty, who carries herself with such a strong aura, is also a great choice because she can relate to different generations.

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Contact: Jennifer Radulovic, Public Relations 407.595.1230 | jradulovic@tervis.com FOR IMMEDIATE RELEASE

TERVIS FAMILY BEGINS TO GROW VENICE, Fla. (June 7, 2013) — The Tervis Family Collection, which launched on Monday, is already growing its very own family. Tervis, America’s most trusted name in tumblers, is partnering with reputable companies YMCA, Sandals Resorts and Bank of America. “We chose our partnerships very carefully for this campaign,” said Patrick Redmond, CEO of Tervis. “For such a family-oriented target demographic, we wanted to make sure our partners really share the same values as what we are promoting with our Family Collection. And that’s family.” Bank of America has signed on as one of Tervis’ partners of the Tervis Family Collection. In addition, it will offer grandmothers the opportunity to open a trust or college fund at a special promotional rate for their grandchildren. YMCA will host and sponsor Family Fun Days, which will be announced in detail in the upcoming weeks. And Sandals Resorts will sponsor a nationwide contest, which will also be announced later this month. “Bank of America has always strived to make a difference in and be a part of the lives of people in our communities,” said Bank of America CEO Brian Moynihan. “By partnering with Tervis, we could really take that a step further. Having the option to help grandparents secure a future for their grandchildren financially is an opportunity we just couldn’t pass up, and we’re extremely happy to be a part of it.” To find out more information about Tervis’ partnerships or its new Family Collection, please visit www.Tervis.com/FamilyCollection. About the Tervis Tumbler Company Founded in 1946 by engineers Frank Cotter and G. Howlett Davis, the Tervis tumbler got its name by combining the last three letters of both Cotter and Davis’ last names. By the 1950s, the Donnelly family purchased all Tervis product rights and turned the brand of reliable permanently-sealed, double-walled tumblers into what it is today, America’s most trusted name for more than 65 years. To find out more about the Tervis story, go to www.Tervis.com. ###


Bank of America With 5,600 banking centers nationwide, Bank of America is the largest financial provider in the United States. Some primary and secondary research concluded that 27.5 percent of those over the age of 55 use the Internet primarily for bill pay. Also, 59.4 percent would be very likely to open a trust or college fund for their grandchildren. This information led the Tervis team to partner with Bank of America. Throughout the campaign, there will be Family Fun Days, where the local YMCAs will promote family time. All of the Family Fun Days will have a Bank of America promotional booth where grandmothers will have the opportunity to open a trust or college fund for their grandchildren at a reduced rate. This partnership works to benefit the most important partner, family. Bank of America will be able to provide the opportunity to create a bright future for younger generations and a path toward saving money for important aspects of life. Nothing is more important than family and knowing you have done everything possible to set them up for the future.

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Sandals

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The YMCA

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Contact: Jennifer Radulovic, Public Relations 407.595.1230 | jradulovic@tervis.com FOR IMMEDIATE RELEASE

YMCA AND TERVIS ASK FAMILIES TO JOIN THE FUN What:

Presented by the YMCA, Family Fun Days is having its final event in Venice, Fla. In an effort to promote family quality time, Family Fun Days is an event where families are encouraged to participate in exciting games and activities, including the “How Well Do You Know Your Family?� trivia game, while enjoying live entertainment and food provided by local businesses.

Who:

YMCA Family Fun Days is open to the public and encourages family members of all ages to attend for an unforgettable family experience.

Where:

South County Family YMCA 701 Center Rd. Venice, FL 34285

When:

Saturday, Aug. 3, 2013 from 9 a.m. to 3 p.m.

Why:

In addition to providing families with great fun and entertainment, attendees will have the opportunity to win tickets to a local venue announced on site and be entered into the Tervis Road Trip contest. Grandmothers will also have the chance to open a trust or college fund for their grandchildren with Bank of America at a special promotional rate.

Price:

Attending the event is free to everyone. Parking is also free.

Contact:

For a full schedule of events and complete event details, visit www.Tervis.com/FamilyFunDays or www.YMCA.net/FamilyFunDays. ###


Contact: Jennifer Radulovic, Public Relations 407.595.1230 | jradulovic@tervis.com FOR IMMEDIATE RELEASE

THE TERVIS FAMILY IS GOING ON A ROAD TRIP VENICE, Fla. (June 12, 2013) — Families all across America will have the chance to win an all-inclusive Sandals Resorts vacation starting on June 14, 2013. Tervis, the nation’s most trusted name in tumblers, is creating a 10-foot-tall tumbler that will visit 16 major U.S. cities and allow residents to participate in the Tervis Road Trip contest. “The Tervis Family Collection is all about the family unit,” said Tervis CEO Patrick Redmond. “So we wanted to give five lucky families a vacation that takes money as a factor out of the situation. That gives them the chance to focus on what’s really important, which is creating family memories.” A giant 10-foot-tall tumbler will travel from city to city and be placed in prominent locations for five days, which also happens to be the same number as the amount of ounces the toddler’s sip cups hold. Those who wish to participate simply need to fill out a submission form and place it into the tumbler when they see it in their city. “What I can’t wait for is watching as that giant tumbler starts to fill up,” said spokeswoman Betty White. “I think it’ll be such a beautiful sight. What’ll be even better is when I get to meet the winners and their families. It’ll be so exciting and heartwarming to see how this experience will touch their lives.” To find out complete contest details or more about the Tervis Family Collection, please visit www.Tervis.com/FamilyCollection. About the Tervis Tumbler Company Founded in 1946 by engineers Frank Cotter and G. Howlett Davis, the Tervis tumbler got its name by combining the last three letters of both Cotter and Davis’ last names. By the 1950s, the Donnelly family purchased all Tervis product rights and turned the brand of reliable permanently-sealed, double-walled tumblers into what it is today, America’s most trusted name for more than 65 years. To find out more about the Tervis story, go to www.Tervis.com.

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Tervis Road Trip Map

This map displays each city the 10-foot-tall Tervis tumbler will travel to on the Tervis Road Trip to promote the Family Collection. The road trip ends at Tervis’ headquarters in Venice, Fla.


June 2013 Sun

Mon

Tue

Wed

Thur

Fri

Sat 1 Seatle, Wash.

Chicago, Ill. Philadelphia, Pa. San Jose, Calif. Indianapolis, Ind.

2

3

4

5

6

7

8

Portland, Ore.

9

10

11

12

13

14

15

19

20

21

22

Salt Lake City, Utah

16

17

18

San Diego, Calif.

23

Phoenix, Ariz.

24

25

26

27

28

29

Denver, Colo.

30

Road Trip Stop

Calendar

Family Fun Day

The calendar above showcases where the 10-foot-tall tumbler will be throughout the month of June as well as the different cities for the YMCA Family Fun Days. The tumbler will be making stops in 16 cities throughout the U.S. for a time span of five days each.


July 2013 Sun

Mon

1

Tue

2

Wed

Thur

3

4

Fri

5

Sat

6 Oklahoma City, Okla. Los Angeles, Calif. Houston, Texas Jacksonville, Fla. Charlotte, N.C.

Austin, Texas

7

8

9

10

11

12

13

Austin, Texas

14

15

16

17

18

19

20

24

25

26

27

Minneapolis, Minn.

21

22

23

Chicago, Ill.

28

Boston, Mass.

29

30

31

New York, N.Y.

Road Trip Stop

Calendar

Family Fun Day

The calendar above showcases where the 10-foot-tall tumbler will be throughout the month of July as well as the different cities for the YMCA Family Fun Days. The tumbler will be making stops in 16 cities throughout the U.S. for a time span of five days each.


August 2013 Sun

Mon

Tue

Wed

Thur 1

Fri 2

Sat 3 New York, N.Y. Columbus, Ohio Washington, D.C. Venice, Fla.

4

5

6

7

8

9

Memphis, Tenn.

11

12

10

Savannah, Ga.

13

14

15

16

17

Boca Raton, Fla.

18

19

20

21

22

23

24

28

29

30

31

Venice, Fla.

25

26

27

Road Trip Stop

Calendar

Family Fun Day

Road Trip Reveal

The calendar above showcases where the 10-foot-tall tumbler will be throughout the month of August as well as the different cities for the YMCA Family Fun Days. The tumbler will be making stops in 16 cities throughout the U.S. for a time span of five days each.


Tervis Road Trip Tumbler

The 10-foot-tall Tervis tumbler will travel to prominent locations throughout the 16 U.S. cities on the map. Spending five days in each city, the tumbler will allow residents the chance to fill out an entry form that can be placed into it for a chance to win a family vacation to a Sandals resort.


Tervis Road Trip Contest

At each stop on the Tervis Road Trip, participants enter into a contest to win a family getaway to a Sandals resort. The entry forms are designed this way to make it appear like the 10-foot-tall Tervis tumbler is filling up with water with each new contestant entry. The winner will be announced by Betty White in Venice, Fla.


Tervis Road Trip Tumbler

Throughout the Tervis Road Trip, the 10-foot-tall tumbler traveling to different cities will be filled with contest entries. The blue color of the entry form will begin to look like water as the tumbler fills with each new city on the road trip.


Tervis Family Tree

To further showcase the family aspect of this campaign and collection, we will be having fans submit pictures of their favorite memories or ones in front of the 10-foot-tall tumbler to be added to a growing Tervis family tree. Throughout the campaign we anticipate the tree evolving endlessly branch by branch.


PHOTO RELEASE Spokeswoman and actress Betty White with the five winning families of the Tervis Road Trip contest. Each family receives an all-expense-paid Sandals Resorts vacation of their choosing to enjoy with their families.


VIDEO RELEASE Each of the five winning families of the Tervis Road Trip contest had some of the highlights of their Sandals Resorts vacations recorded. They also received special customized tumblers for them and their family members from the Family Collection by Tervis. Now they can truly relive the memories.


Campaign Elements


Brand Elements

Upon launching the Family Collection we wanted to create a new logo to help the collection stand out. But we also wanted to incorporate Tervis’ current logo and typeface for brand recognition. Finally, we chose cool, earthy colors that felt natural for the feel of the campaign.


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family

collection From our family to yours.

Logo and Slogan

After deciding to establish a new collection for Tervis, we created the name the Family Collection to connect with our target audience, Glammas, further. We believe our slogan strongly hones in on their family appeal.


Advertising Tactics: Magazines Each month, a print advertisement will be featured in five magazines. These magazines will include “AARP,” “TIME,” “Travel + Leisure,” “Real Simple” and “Reader’s Digest.” The advertisements will be full-page, full color simple ads to showcase the new Family Collection by Tervis.

“AARP” catches the attention of baby boomers and beyond. With the largest adult demographic reading this magazine, AARP is able to reach nearly 37 million members. “TIME” magazine has a 54 percent male to 46 percent female ratio of readers. The median age is around 48 years old. We are confident that a majority of our target will be reached with this large publication. “Travel + Leisure” has a readership of around 5,300 adults per issue. The 55-andolder age group accounts for nearly 3,300 of these adults, and the median age of the magazine’s readers is 55 years old. “Real Simple” mostly targets women with the average age of 55. Many of the readers are also a younger demographic, but there is still a large amount of readers who are in our target demographic. “Reader’s Digest” is able to enrich the lives of 26 million readers. As a national publication, its median age of readers on average is 55 years old. Those that are 55-and-older account for more than 97,000 readers.

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Advertising Tactics: Television Throughout the campaign, we will be using two different television stations paired with our spokeswoman to advertise Tervis’ Family Collection. There will be segments on both of the stations to introduce the new Family Collection and its message. The two stations include ABC’s “Good Morning America” and the “TODAY” show on NBC. “Good Morning America” is a well-known show on ABC that runs on weekdays from 7 to 9 a.m. The talk show features anything from news, weather and special interest stories. It is an ideal place to target our 55-and-older demographic because they are typically early risers and enjoy discovering the talk of the day. As Daytime Emmy Award’s Outstanding Program winner, “Good Morning America” has a target audience that falls into ours. The “TODAY” show is also a daily morning television show that can target our early risers. Known for providing its audience with a view of the world by broadcasting from remote locations, the “TODAY” show is able to bring viewers breaking news as it happens.

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From: jradulovic@tervis.com Sent: Wednesday, June 12, 2013 11:58 AM To: tom.cibrowski@abc.com Subject: First times happen all the time. Dear Mr. Tom Cibrowski: The first time I went horseback riding was when I was 11 years old. I was with my grandmother. I remember struggling to get onto that horse and then looking over at her, who seemed like a natural. She must have ridden nearly a hundred times before. We ended that day by taking a picture together with our two horses. And when we got home, she let me in on a little secret. It was her first time too. Grandmothers who savor these special moments now have the chance to take them with them everywhere they go with Tervis’ new Family Collection. They can choose from a Family Tree, Timeline or Scrapbook option, while taking advantage of the new attached-lid-with-open-cup feature. Spokeswoman and actress Betty White is passionate about the new Family Collection and its message. Having her as a guest on “Good Morning America” would fit your show excellently. Your show caters to an audience of sophisticated adults and provides them with stories that have an impact on their lives. Your recent segment “How to Plan Your Dream Vacation for Less,” which highlighted grandparents spending quality time with their families, illustrates this very clearly. I’d need to know if you’re interested in having Betty appear on your show by early next week. I’ll arrange the interview with Betty and provide you with the entire Family Collection for the segment. If there’s anything else I can assist you with, please let me know. I will contact you on Monday, June 17 to follow up. In the meantime, I've provided you with a few links for more information on the Family Collection and its upcoming events. Thank you for your time and consideration. www.Tervis.com/FamilyCollection www.Tervis.com/TervisRoadTrip www.Tervis.com/FamilyFunDays Sincerely, Jennifer Radulovic Public Relations Tervis Tumbler Company 201 Triple Diamond Blvd. Venice, FL 34275 407.595.1230 jradulovic@tervis.com


From: jradulovic@tervis.com Sent: Wednesday, June 12, 2013 11:45 AM To: donnash@today.com Subject: It’s my birthday and I’ll cry if I want to. Dear Mr. Don Nash: We’re celebrating Grandma’s 75th birthday. She had just blown out the candles on her cake. A few moments later, she’s tearing up. When asked what’s going on she simply says, “Standing at this table right now takes me back to all the other times we’ve stood here singing ‘Happy Birthday’ before. They’re memories I’ll cherish forever.” The new Tervis Family Collection gives grandmothers the ability to cherish these family memories in a more tangible way. And that’s through the customization of their Family Collection tumblers, which come in a Family Tree, Timeline or Scrapbook option. Spokeswoman and actress Betty White can relate. A guest appearance with Betty talking about the new Family Collection and its message would make a great addition to “TODAY.” Your show boasts a large mature audience and brings them the latest news, stories and trends they can relate to. In fact, a couple of months ago you featured a segment called “How to be the best grandparent, ever,” where you gave advice on grandparenting. This makes it clear that a feature on the Family Collection, which promotes family quality time, would be a perfect match to your show. I’d need to know if you’re interested in having Betty appear on your show by early next week. I’ll arrange the interview with Betty and provide you with the entire Family Collection for the segment. If there’s anything else I can assist you with, please let me know. I will contact you on Monday, June 17 to follow up. In the meantime, I've provided you with a few links for more information on the Family Collection and its upcoming events. Thank you for your time and consideration. www.Tervis.com/FamilyCollection www.Tervis.com/TervisRoadTrip www.Tervis.com/FamilyFunDays Sincerely, Jennifer Radulovic Public Relations Tervis Tumbler Company 201 Triple Diamond Blvd. Venice, FL 34275 407.595.1230 jradulovic@tervis.com


Betty White Television Appearance Talking Points THREE-MINUTE SEGMENT MANDATORIES o Always be holding and showcasing the tumbler while on-air o Mention website: www.Tervis.com o Discuss why you’re connected to the Family Collection o Tell the story about your personalized Family Collection tumbler o Anecdote of granddaughter receiving one o Showcase other three designs TERVIS o Established in 1964 by engineers Frank Cotter and G. Howlett Davis o Name is a combination of the last three letters in their last names (Cotter and Davis) o First to make an indestructible permanently sealed, double-walled tumbler o The Family Collection adds two more tumbler sizes to Tervis’ previous six o Hundreds of customizable designs, emblems and accessories o Lifetime warranty THE FAMILY COLLECTION o Slogan: From our family to yours o Established to bring families closer together, taking memories with them wherever they go o Tell host your entire family has one and uses it daily o Designs, tell audience which one you have o Family Tree: images and text connected to a tree o Timeline: important names and dates o Scrapbook: selection of your favorite images, showcasing memories o Cartoon picture: mainly for children, cartoon images of their family members o Tervis is introducing a sip cup for young children and a new tumbler for the older generation with an open-lid for easier handling and drinking. SPONSORS o YMCA Family Fun Days (closest one to program will be mentioned): a day filled with games, food and other activities. Play “How Well Do You Know Your Family?” for a chance to win a family prize pack to a local venue. o Tervis Road Trip (closest stop to program will be mentioned): tumbler traveling the country, families can take pictures in front of it to join Tervis’ family tree and enter to win a family getaway to a Sandals resort o Betty White will announce the winners at Tervis headquarters in Venice, Fla. the

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Advertising Tactics: Web Websites of organizations such as Bank of America, the YMCA, Sandals Resorts, AARP, Ancestry and Facebook will all showcase both vertical and horizontal ads displaying Tervis’ Family Collection. Advertising through these means will get our message to our target audience because these are websites they commonly use. As part of our partnership with Bank of America, the YMCA and Sandals Resorts, we will advertise on their sites as an additional way to target our audience. Also, AARP is an excellent site to advertise on because its target audience matches ours. Ancestry.com is another website we will advertise on. Ancestry.com is all about the family and putting the family tree together, which coincides with what the Family Collection by Tervis is all about. Facebook is our last medium for targeting our demographic. Because 16 million people on Facebook are over the age of 55 years old, it is a great way to reach a large audience base.

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Skyscraper Web Ad

We are placing skyscraper ads on a variety of websites that we know our target audience typically visits. Websites for companies such as AARP, Bank of America, Ancestry, the YMCA and Facebook will showcase ads such as the one above.


Leaderboard Web Ad

We are placing leaderboard ads on a variety of websites that we know our target audience typically visits. Websites for companies such as AARP, Bank of America, Ancestry, the YMCA and Facebook will showcase ads such as the one above.


Advertising Tactics: Newspapers Another great way to reach our target demographic is through newspapers. Throughout the campaign, there will be 16 major cities targeted. These cities, which will be explained later in the campaign, are major cities with heavy populations. The 16 cities’ major newspapers include the “Chicago Tribune,” “The New York Post,” “San Diego Informer,” “Herald Tribune,” “Savannah Now,” “Austin American Statesman,” “News OK,” “Memphis Daily News,” “Boston Herald,” “The Salt Lake Tribune,” “Capitol Hill Times,” “Portland Tribune,” “Denver Post,” “Star Tribune,” “Arizona Capitol Times” and “Kansas City Star.” A half-page ad will run in the Sunday newspaper educating people on Tervis’ new Family Collection.

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Newspaper Advertising

Newspaper advertisements will appear in 16 different publications in prominent cities. Ads will be black and white half-pages that will focus on reliving family memories, similar in tone to our magazine ads.


Advertising Tactics: Blogs The AARP blog is a part of AARP, which is a nonprofit, nonpartisan organization that covers lifestyle tips, news and educational information. AARP’s purpose is to power the 55-and-over population and change the market based on their needs. AARP members shape every article from volunteer opportunities to online health tools. The AARP blog is an extension of the magazine and touches on any subject from beauty and fashion to care giving, entertainment, food, home and family, money and more. We believe that by reaching out to AARP and other advertising mediums, we will be able to reach our target audience.

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From: jradulovic@tervis.com Sent: Wednesday, June 12, 2013 10:36 AM To: agoyer@aarp.org Subject: Grandma, what’s your favorite memory? Dear Ms. Amy Goyer: The smell of chocolate chip cookies baking in the oven. The sound of birds chirping on Sunday morning walks. The taste of a homemade sandwich on afternoon picnics. These are the moments my grandmother tells me she cherishes most from when I was a child. Tervis’ new Family Collection inspires grandmothers everywhere to showcase their own treasured family memories by customizing their tumblers. They’ll also be able to take advantage of the new open-cup-withattached-lid feature designed specifically for them. A story on the new Family Collection and its message would be a perfect addition to your blog on AARP.org. Your blog is primarily read by a more sophisticated female audience and offers them relatable stories and advice about family, relationships and care giving. Your post called “More Americans Support Aging Parents — And Grown Kids,” which illustrated the lengths families go to in order to support one another, demonstrated this brilliantly. This story is being offered to your blog exclusively, so I’d need to know if you’re interested by early next week. I’ll arrange an interview with spokeswoman and actress Betty White. Also, I’ll schedule a photographer to take pictures at the interview. In addition, Tervis is offering you your very own customizable tumbler, in which you can choose among the Family Tree, Timeline or Scrapbook options. If there’s anything else I can assist you with, please let me know. I will contact you on Monday, June 17 to follow up. In the meantime, I've provided you with a few links for more information on the Family Collection and its upcoming events. Thank you for your time and consideration. www.Tervis.com/FamilyCollection www.Tervis.com/TervisRoadTrip www.Tervis.com/FamilyFunDays Sincerely, Jennifer Radulovic Public Relations Tervis Tumbler Company 201 Triple Diamond Blvd. Venice, FL 34275 407.595.1230 jradulovic@tervis.com


Advertising Tactics: Radio A different way of targeting our demographic during our campaign is through radio. We will be using four different nationally-syndicated talk shows to not only have onair mentions but to advertise our radio spots as well. The four radio shows include “My Generation,” “The Boomer Beat,” “U Need to Know” and “Delilah After Dark.” “My Generation” is a radio show that is known as the guide to the times that shaped a generation. Hosted by Brendan ‘Jonsey’ Jones and Amanda Keller, the radio show has quite the following and fan base. “My Generation” is all about powerful memories and the greatest hits from the 60s, 70s and 80s. “The Boomer Beat” is a radio show that discusses topics relevant to the baby boomer generation. The show is meant to educate, entertain and empower the listeners, who are pursuing new passions in their lives. We feel that by using “The Boomer Beat,” we are able to grab those listeners who are passionate about and relatable to the baby boomer generation. “U Need to Know” hosted by Frank Knapp is a weekday three-hour long radio talk show. The topics range from retirement to baby boomers and everything in between. We felt this was a good talk show to target because of its prominent location to the cities in which we are targeting. “Delilah After Dark” has an estimated eight million listeners. One of the most common formats of the aired program consists of adult contemporary music and is geared towards adults and their families. Because Delilah touches on families, motherhood and women’s interests, we felt this was a great show to target the listeners in.

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On-Air Announcer Talking Points MANDATORIES o Mention twice throughout program as a story or simple mentions o Mention website: www.Tervis.com o Experience the tumblers provided to entire on-air staff o Discuss design on specific tumbler provided “This Tervis tumbler is the Scrapbook design…” State dates and importance TERVIS o Established in 1964 by engineers Frank Cotter and G. Howlett Davis o Name is a combination of the last three letters in their last names (Cotter and Davis) o First to make an indestructible permanently sealed, double-walled tumbler o The Family Collection adds two more tumbler sizes to Tervis’ previous six o Hundreds of customizable designs, emblems and accessories o Lifetime warranty THE FAMILY COLLECTION o Slogan: From our family to yours o Established to bring families closer together, taking memories with them wherever they go o Designs o Family Tree: images and text connected to a tree o Timeline: important names and dates o Scrapbook: selection of your favorite images, showcasing memories o Cartoon: mainly for children, cartoon images of their family members o Tervis is introducing a sip cup for young children and a new tumbler for the older generation with an open-lid for easier handling and drinking. SPONSORS o YMCA Family Fun Days (closest one to program will be mentioned): a day filled with games, food and other activities. Play “How Well Do You Know Your Family?” for a chance to win a family prize pack to a local venue. o Tervis Road Trip (closest stop to program will be mentioned): tumbler traveling the country, families can take pictures in front of it to join Tervis’ family tree and enter to win a family getaway to a Sandals resort o Betty White will announce the winners at Tervis headquarters in Venice, Fla.

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:60 Spot “A Life of Memories” Writer: Sean Griffis SFX

AUDIO

Crying baby in background

MOTHER: Wow! I cannot believe how beautiful she is! FATHER: She sure is a beauty. Our lives are forever changed!

Little girl giggling (fade in, then out)

LITTLE GIRL: Mommy, stop you’re so silly! Stop tickling me and read a book with me now! MOTHER: Yes dear, but only if you promise to read along with me! LITTLE GIRL: Promise!

Cheers/applause GIRL: I can’t believe it! First place! This is the best day of my (fade in, out) life! MOTHER: We are so incredibly proud of you honey! Graduation song in background

GIRL: This is the day I have been waiting for! MOTHER: We are so proud of you sweetheart!

Wedding bells playing in the background

GIRL: Mom, I’m so nervous! MOTHER: Don’t be, everyone’s here to celebrate the love of you and Tom! Now get out there, so we can have the night of our lives!

Crying baby in the background

GIRL: Mom, isn’t she beautiful? MOTHER: The most beautiful girl I have ever laid eyes on since the day you were born.

Upbeat background music (fade in)

LITTLE GIRL: I did it grandma! I did it! GRANDMA: I know! I’m so proud of you! I can’t believe you rode the pony without my help! What a big girl! ANNOUNCER: Moments. Memories. These matter the most. Relive those moments daily with the Family Collection by Tervis tumbler. From our family to yours. For more information, visit www.Tervis.com.

Music fade out

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Website

When visitors log onto Tervis’ homepage, they will see the promotion for the new Family Collection. The website displays three of the newly designed tumblers as well as the different options for customization.


Website

The landing page for the Family Collection will feature a description of each tumbler and different options of personal customization. From the Cartoon sip cup to the Scrapbook design, the visitors of the landing page will be able to start creating tumblers to their liking.


Facebook

After conducting research, we found that the only beneficial social media network to use is Facebook. We decided to make use of Tervis’ already established following instead of making a new Facebook page, where building a following is esstential.


Shopping Cart Ad

We strongly believe placing ads in shopping carts at local stores is a natural and strategic way to target our Glammas. The stores these ads will run in are Target, Sears, CVS and Bed Bath & Beyond, stores Glammas frequently visit.


Budget Advertising Organization

Type

Elements

Cost

AARP

Magazine Advertising

three full-page, full-color advertisements

$404,960

Magazine Advertising

three full-page, full-color advertisements

$339,400

Magazine Advertising

three full-page, full-color advertisements

$194,600

Magazine Advertising

three full-page, full-color advertisements

$131,820

Real Simple

Magazine Advertising

three full-page, full-color advertisements

$196,900

Facebook.com

Web Advertising

$460

Ancestry.com

Web Advertising

$4,500

AARP.com

Web Advertising

$2,300

Bank of America

Web Advertising

Cost covered by Bank of America

YMCA

Web Advertising

Cost covered by YMCA

Sandals

Web Advertising

single leaderboard ad

Multiple Outlets

Radio Advertising

radio mention

Multiple Outlets

Radio Advertising

$3,500

Multiple Outlets

Newspaper Advertising

$14,880

$2,000

Advertising Total: $1,295,320

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Budget

Tervis Road Trip

YMCA Family Fun Days Item

Cost

Entertainment tickets to contest winners

donated

Stage props and material

$800

Item

Cost $54,500

Trailer Rental

$961

Gas

Spokes

Partnership

Item Betty White

Budget Total:

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Cost $250,000

$1,643,656

City Permits

$40,000

The Family Collection by Tervis  

As part of the final campaign for my Ad/PR Campaigns course, my group and I were required to find an existing company and either rebrand it...