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About our team . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 Research Analysis. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 - 3 S.W.O.T. Analysis. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 Survey & Interview Results. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 Executive Summary. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Short Term Goals. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 Long Term Goals. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 Brand Positioning Strategy. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 Audience and Consumer Behavior Analysis. . . . . . . . . . . . . . . . . . . . 11 Competitive Analysis. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 Communication Strategy. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 Media Strategy. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 – 16 Schedule. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .17 Budget and ROI Analysis. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 – 19 Creative Strategy. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 – 23 Experiential Strategy. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24 – 26 Summary. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27 Resources. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28 - 43

Ta b l e o f C o n t e n t s

Table of Contents

Alex Nagus  is  a  senior  at  Columbia  College  Chicago,  who  will  be   gradua5ng  May  2014.    With  plans  to  stay  in  the  Chicago  area,  Alex  looks   forward  to  pursuing  his  career  as  a  Marke5ng  professional.         “Chicago  Lightouse,     Working  on  this  project  has  been  a  real  pleasure  and  I  want  to  thank  you   for  the  really  great  opportunity.     Thanks,   Alex”    

A b o u t O u r T e a m

About Our Team

Jena Moore  is  a  gradua5ng  senior  at  Columbia  College.    Her  specialty  is   marke5ng  research  and  she  hopes  to  stay  in  Chicago.    Her  ideal  job   would  be  working  the  CPG  industry,  focusing  on  client  facing.         “Thank  you  Chicago  Lighthouse!         This  has  been  such  an  exciCng,  enlightening  experience.    What  a  honor  to   work  with  such  an  established  company.    Keep  up  the  inspiring  work!     Kind  regards,   Jenna”  

Jessica Kantak  is  a  senior  at  Columbia  College  Chicago.    She  is  gradua5ng   May  2014  with  a  Bachelors  degree  in  Marke5ng  Communica5ons.    Jessica   plans  to  move  to  Dallas,  TX  following  gradua5on  to  pursue  her  career.     Ms.  Kantak  has  interests  in  Interna5onal  Brand  Consul5ng  and  Food   Marke5ng.         “Dear  Chicago  Lighthouse,     Thank  you  so  much  for  the  opportunity  to  work  with  you  on  this  project.    It   has  been  a  pleasure  working  on  such  a  great  account  and  I  hope  all  the   best  for  your  current  and  future  ventures.           All  the  best,   Jessica”    


Overview of  Research  Analysis:   For  our  research,  we  decided  to  focus  on  the  visually  impaired  consumers  and  the  gree5ng  card   consumer.    We  believed  that  by  looking  deeper  into  what  influences  those  two  groups  to  buy  would  offer   well-­‐rounded,  insighUul  informa5on—we  were  right.  AWer  reviewing  our  team’s  combined  research,    we   found  that  there  were  three  trends  that  your  target  demographic  held  high:  popular  issues,  technical   advancements,  and  social  media.    The  two  most  important  things  that  your  gree5ng  card  consumers  value   are  quality  and  accessibility.         In  this  sec5on,  our  research  has  been  compiled  and  condensed  to  compliment  our  marke5ng  plan.     Throughout  this  report  you  will  read  how  we  analyzed  and  incorporated  the  research  into  our  strategy.           Non  Profit  and  Visual  Impairment   There  are  currently  over  1.5  million  Non  Profit     Organiza5ons  and  over  285  million  people  who     are  visually  impaired.  The  Non  Profit  industry     covers  all  social  change  topics  including  hunger,     disabled,  disease,  human  rights,  culture  and     more.  Visual  impairment  affects  people  of  all     ages  including  children.  When  looking  at  these     categories,  three  trends  were  iden5fied     through  secondary  research.       Trends  in  Non-­‐Profit,  Visually  Impaired  Demographics       #1  Popular  issues       The  ‘fastest  expanding  nonprofits’  were  organiza5ons  that  were  closely  related  to  popular  issues  in  the   US.  Issues  such  as  organic  farming,  animal  cruelty,  social  change  and  religion  were  among  the  top  ten   fastest  growing  chari5es.       #2  Technological  Advancements  in  the  Visually  Impaired  Market       Companies  have  taken  interest  in  this  category  and  are  introducing  forward-­‐thinking  products  that  are   transforming  the  industry.  These  tools  allow  flexibility  and  create  independence  for  these  individuals.        

Braille EBook

Tactile Flash Cards

R e s e a r c h A n a lys i s

Research Analysis

Braun Bell Mug


R e s e a r c h A n a lys i s

#3 Social  Media       Social  media  has  allowed  for  a  great  advancement  in  the  nonprofit  industry.  Many  chari5es  have  greatly   increased  their  social  media  presence  through  plaUorms  such  as  Facebook,  Twider  and  Instagram.  The   industry  is  also  seeing  trends  in  social  change  apps.  The  apps  are  accessible  to  the  consumer  via  cell   phone  and  offer  easy-­‐to-­‐use  features,  more  transparency  and  convenient  viewing.            Trends  in  GreeNng  Card  Industry   Americans  purchase  approximately  6.5  billion  gree5ng  cards  each  year.  The  current  annual  retails  sales  of   gree5ng  cards  is  between  an  es5mated  $7  and  $8  billion.  The  category  offers  several  opportuni5es  for   innova5on  and  growth.  Through  research,  we  have  iden5fied  two  trends  that  are  reshaping  the  industry.                                             #1  Quality     Consumers  are  gravita5ng  towards  high  end  features  such  as  music  players,  extravagant  fabrics,  cardstock   paper,  etc.  Gree5ng  cards  that  include  these  types  of  added  materials  are  being  sold  at  premium  prices  up   to  $11  per  card.  Companies  such  as  Papyrus  and  Paper  Source  are  examples  of  companies  that  are   delivering  these  types  of  quality  cards.     #2  Accessibility     Companies  have  begun  to  offer  online  services  that  allows  consumers  to  design  and  create  their  own  card.   This  allows  the  customer  to  be  in  control  and  creates  a  personalized  experience.  In  the  past  year  there  has   been  a  17  percent  increase  in  this  market.    Customizable  e-­‐cards  is  one  of  the  most  popular  answers  to   accessibility.      


The following  analysis  is  a  breakdown  of  Chicago  Lighthouse’s  strengths,  weaknesses,  opportuni5es  and   threats.  These  assessments  are  based  on  the  company  as  a  whole  and  assuming  Chicago  Lighthouse  is   entering  the  gree5ng  card  industry.      

S.w.o.t. A n a lys i s

S.W.O.T. Analysis


The following information and charts are comprised from surveys and interviews done to a varied panel of 50+ people. DEMOGRAPHICS Gender: Female (68.75%) Male (27.08%) Prefer not to say (4.17%) Age: 18-24 (16.67%) 25-34 (29.17%) 35-44 (29.17%) 45-54 (20.83%) 55-64 (4.17%) 65+ (0%) Frequency of Bulk Purchasing of Greeting Cards: 1-2 times a year (91.84%) 3-5 times a year (6.12%) 6 or more times a year (2.04%)

Income: $10,000 - $29,000 (25%) $30,000 - $49,000 (29.17%) $50,000 - $69,000 (14.58%) $70,000 - $89,000 (4.17%) $90,000 + (6.25%) Prefer not to say (20.83%)

S u r v e y R e s u lt s

Survey Results

Donation to Charitable Causes: Yes (68.75%) No (31.25%) Willingness to Pay Premium for Charitable Causes: Yes (75%) No (25%)

SURVEY SPECIFICS Having Ever Purchased a Card: Yes (90.74%) No (9.26%) Frequency of Card Purchase: 1-2 times a year (28.57%) 3-5 times a year (32.65%) 6 or more times a year (38.78%) Place of Greeting Card Purchase: Specialty shops (Hallmark, Papyrus, etc.) (20.83%) Grocery store (Jewel, Walmart, Target, etc.) (27.08%) Drug store (CVS, Walgreens, etc.) (58.08%) Online (Shutterfly, Vistaprint, Zazzle, etc.) (75%)

Willingness to Pay ($) More For Charitable Causes: $1.00 (64.86%) $2.00 (18.92%) $3.00 (16.22%) People Who Have Seen Braille Greeting Cards: Yes (12.50%) No (87.50%)


Mission:   To  broaden  the  scope  of  Chicago  Lighthouse  by  introducing  a  unique,  innova5ve  gree5ng  card  line.    Our   mission  is  to  reinvigorate  Chicago  Lighthouse’s  brand  image  and  ul5mately  increase  profits.           Product:       Chicago  Lighthouse’s  Gree5ng  Card  Line  (Lighthouse  Cards)  has  poten5al  to  become  a  vital  extension  of   the  company.  The  gree5ng  cards  focus  on  the  slogan  ‘a  card  everyone  can  experience’.  These  cards  will  be   offered  in  many  different  textures  and  incorporate  all  senses.  They  will  appeal  to  a  wider  consumer  base,   spread  awareness  and  incorporate  the  visually  impaired  consumer.             Benefits:       Since  the  Gree5ng  Card  Line  will  have  a  broad  applica5on,  there  are  mul5ple  opportuni5es  for  increased   profits,  broader  brand  awareness,  company  expansion,  and  employment  growth.           AdverNsing:       To  spread  the  word  and  generate  customers,  there  will  be  a  wide  array  of  tools  being  used.  Crea5ve,  yet   direct  adver5sements  and  promo5on  will  be  launched  via  social  media,  email,  outdoor  (poster,  banner,   etc.),  events  and  radio.       The  kick-­‐off  for  will  be  at  a  launching  event.  The  event  will  be  a  one  day  card  decora5ng  event.  It  will   feature  booths  and  sta5ons  that  encompass  ‘experience’.  There  will  be  food,  entertainment.  This  event   offers  several  ways  to  raise  money,  generate  posi5ve  PR  and  promote  a  new  extension  of  the  company.           Channels:     The  Gree5ng  Card  Line  will  be  offered  in  two  types  of  brick  and  mortar  stores:  specialty  shops  and  in   Chicago  Lighthouse  giW  shops.  The  long  term  brick  and  mortar  stores  will  include  major  retailers  such  as   CVS  and  Walgreens.         In  addi5on  to  these  physical  loca5ons,  the  gree5ng  cards  will  be  offered  on  a  new  online  store.  The   website  will  offer  limited  edi5on  cards,  mul5-­‐lingual  cards,  and  braille  cards  for  a  premium  price  (saving   overhead  costs  and  stock  of  unsold  products).  By  using  these  mul5ple  channels,  there  will  be  more   opportuni5es  for  sales  and  a  beder  chance  for  reaching  a  wider  demographic.    

E x e c u t i v e S u m m a ry

Executive Summary


Secure partnerships:     suppliers,  market  space   and  materials

Confirm dates:   launch,  event,  and   social  media

Generate message:   through  social  media,   no5fy  donors

Host event:  hire  volunteers,   invite  visually  impaired,   u5lize  company  name

Increase trac5on:   spread  through  word   of  mouth,  FB  ads,  PR

S h o rt T e r m G o a l s

Short Term Goals

Launch Gree5ng   Card  Line:  begin   ads,  push   through  all   outlets,  inform   consumer

Monitor feedback:   customer   engagement,   incen5ve  to  come   back,  observe  sales

Review and  adapt:   analyze  feedback,   make  adjustments,   develop  new  growth   plan,  begin  possible   expansion,  and   con5nue  ads

Move forward:   look  for  more   opportuni5es,   different   applica5ons

    Our  short  term  goals  have  a  5meline  of  six  months  to  one  year.  In  summary,  our  short  term  goals  are  to   begin  the  planning  and  execu5ng  phases.         We  would  like  to  see  the  planning  and  beginning  stages  of  a  na5onal  campaign  and  to  start  gelng  placed   in  large  stores  such  as  CVS  and  Walgreens.       Also,  we  would  like  to  see  the  execu5on  of  the  online  store,  launch  of  e-­‐cards,  launch  of  new   “experien5al”  card  line,  and  having  the  new  card  line  placed  in  local  specialty  shops.        


Con5nue having  a   fresh  faced  brand   image:         •  Each  season  a   new  event  is   hosted  with  the   intent  to  raise   money  and  stay   relevant  with   the  youth  and   children.   •  Con5nue  selling   cards  and   merchandise  to   non-­‐visually   impaired   customers.  

Successful online   shop:         •  Steady  sales   •  New  card   designs  every   season   •  Possible   collabora5on   with  local   ar5sts   •  Online  store   grows  from  just   cards  to   extended   Chicago   Lighthouse   merchandise    

In-­‐House Produc5on:     •  Move  all   produc5on  of   gree5ng  cards   to  the  Chicago   Lighthouse   Factory   •  Create  jobs  for   the  visually   impaired   •  Con5nue   profi5ng  from   Chicago   Lighthouse’s   new  business   ventures.    

L o n g T e r m G o a l s

Long Term Goals

    Our  long  term  goals  have  a  5meline  of  three  to  five  years.  The  most  important  goal  in  our  long  term  goals   is  to  have  a  fully  recognizable  brand  image  as  a  new,  fresh  faced  non-­‐profit.         Along  with  that,  we  hope  to  have  a  successful,  up  and  running  online  shop.  We  want  Lighthouse  Cards  to   be  a  go  to  for  people  wan5ng  to  buy  crea5ve,  unique,  and  quality  gree5ng  cards.     Lastly,  a  huge  goal  for  our  plan  is  to  eventually  have  all  card  produc5on,  shipping,  and  packaging  come  out   of  Chicago  Lighthouse’s  very  own  factory.    This  would  in  turn  create  jobs  for  the  visually  impaired.  


For the  new  line  of  Lighthouse  gree5ng  cards,  we  are  posi5oning  the  brand  as  an  experience  that  is  more   universal.    First,  since  braille  gree5ng  cards  are  not  a  common  thing  non-­‐visually  impaired  people  buy,  we   are  aiming  to  associate  braille  with  the  senses  more  so  than  ‘being  visually  impaired’.    It  can  be  felt,  it  can   be  heard,  it  can  be  seen,  it  describes  taste,  the  ways  it  translates  into  our  own  lives  is  endless.      

Braille is  not  just  a  form  of  communica5on,  it  is  an  art  form.  

This idea  of  ‘experiencing’  the  card  with  more  than  your  eyes  is  what  created  our  campaign  slogan:  a  card   everyone  can  experience.         We  want  to  make  this  an  emo5onally  driven  purchase  on  the  basis  that  you’re  not  just  purchasing   another  gree5ng  card  you’re  giving  them  the  experience  of  love  and  thoughUulness  through  a  card  and  to   show  you  truly  care.  We  believe  that  many  consumers  just  buy  cards  go  through  the  mo5ons  of  buying  a   card,  but  we  want  to  really  bring  out  the  emo5onal  aspect  of  our  cards  through  our  message,  colors  and   meaning  behind  the  purchase.         EXPERIENCE  MOOD  BOARD  

Our mood  board  is  central  around  the  idea  of  exploding  senses.    Our  mood  board  gives  the  essences  of   s5mula5ng  every  sense.  

B r a n d P o s i t i o n i n g S t r at e g y

Brand Positioning Strategy


B r a n d P o s i t i o n i n g S t r at e g y

NEW LIGHTHOUSE  CARD  LOGO   Another  key  part  of  Lighthouse  Cards  will  be  an  updated  Chicago   Lighthouse  logo.    This  logo  with  help  in  freshening  up  the  brand.     One  of  the  most  important  thing  a  business  should  do  is  show   grown  in  every  area.    

This  image  to  the  leW  is  a  specially  designed  logo   for  your  brand  extension,  Lighthouse  Cards.        It  cannot  be  stressed  enough  that  brand  image  is  going  to  be  key   in  drawing  in  new  customers.    The  compe55on  is  thick  and  chic   out  there,  but  with  our  plan  you  have  a  great  driving  force.    With   our  plan  you  will  be  pulng  yourself  ahead  of  your  compe55on.      

1 0

The U.S. consumer has become very diverse in many ways, but has steadily maintained a demand for greeting cards. Hallmark Vice-President Wayne Strickland said: "Today's culture is a mix of ethnic groups, nontraditional and extended families, work relationships, and several generations. Today's consumers feel the pressure of not enough time. They want the right card in a convenient setting, displayed informatively so that the perfect card is easy to find. For them, convenience equals time. They also want value, which includes price, convenience, quality, and brand." Another notable shift in greeting card messages in greeting cards the substitution of traditional poetry to conversational verse and prose. Marketing research for alternative cards showed that consumers wanted straightforward messages written in a straightforward style. Despite fears that the Internet and free e-cards would diminish the industry, greeting cards sales actually increased in the 2000s. According to the Greeting Card Association, "Because e-cards and traditional cards are generally used in different ways and situations, the e-card seems to be expanding overall greeting card sending." The popularity of e-cards continued to grow.

The Greeting Card Association estimated e-card volume at 500 million per year in 2009.

Studies showed that consumers sent such greetings in addition to, not instead of, traditional cards, which were perceived as preferable for important occasions or a true measure of feeling. MoNvaNon  to  buy  a  card   Reason  to  Buy     •  •  •  •  • 

Impress someone.   Inspire  a  connec5on   Love   Friendship   Express  Emo5on  

•  Special occasions     •  Show  that  you  care   •  Give  a  giW    

A u d i e n c e a n d c o n s u m e r b e h av i o r a n a lys i s

Audience and Consumer Behavior Analysis

•  Collec5ons

Our  ideal  consumer  for  the  braille  gree5ng  cards  would  be  an  open  minded  31  year  old  woman     named   Susan.       She  has  2  kids,  is  heavily  involved  in  community  affairs,  and  lives  in  Naperville.  She  adends  church   every  Sunday  with  her  family  and  loves  to  help  support  chari5es.       Her  sisters  birthday  is  coming  up  so  she  is  at  the  drug  store  and  sees  the  braille  cards  and  thinks  to   herself  that  this  is  something  different  and  unique  and  supports  a  great  cause,  and  yet  s5ll  shows  her   sister  that  she  cares.  

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The two  largest  gree5ng  card  companies  in  the  united  states  are  Hallmark,  and  American  gree5ng  card   Corp.  AGCC  Has  a  global  presence  as  well.  Together  these  two  companies  make  up  85%  of  the  market   share  with  the  rest  being  mostly  small  independent  companies.  Both  of  these  companies  are  known  for   their  reputa5on  to  produce  quality  products  over  the  many  years  they  have  been  in  business.       When  doing  research  on  these  companies  it  did  appear  that  they  do  have  braille  gree5ng  cards,  but  are   not  adver5sed  or  highlighted  very  much  on  their  website.     •  was  first  on  the  Google  search  for  braille  gree5ng  cards.   •   Also  (American  founda5on  for  the  blind)  was  second  on  the  SEO  page.   •  However  both  of  these  two  compe5tors  are  targe5ng  to  only  the  visually  impaired  and  not  the   general  public.      

C o m p e t i t i v e a n a lys i s

Competitive Analysis

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Our communica5on  strategy  is  really  focused  around  the  experien5al  aspects  of  marke5ng.    Much  like  our   campaign,  we  have  worked  towards  making  our  communica5on  strategy  very  diverse  in  both  senses  and   experiences.    With  an  array  of  media  tacNcs,  events,  and  a  new  web  

plaYorm, we  are  guaranteed  to  catch  the  aZenNon  of  our  target   audience.      We  are  using  a  number  of  vehicles  to  get  reach  our  des5na5on.    

C o m m u n i c at i o n S t r at e g y

Communication Strategy

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1.1 MAGAZINE     ObjecNve:  To  appeal  to  mass  audience  target  (women).  Establish  a  las5ng  effect  by  increasing  frequency   of  adver5sements  in  different  publica5ons     Geography:  Stay  in  the  Chicagoland  area  due  to  budget  restric5ons  and  new  market  entry.  The   adver5sement  placements  will  be  dispersed  through  several  publica5ons  and  will  be  repeated  3-­‐6  5mes.     Seasonality:  Remain  consistent  throughout  the  year  with  a  spike  from  October  through  end  of  December.   This  will  help  support  holiday  sales  and  increase  Christmas  card  sales.     Media  Mix:  CS  Magazine,  Chicago  Life,  Michigan  Avenue,  TCW  (Today’s  Chicago  Women)     CS  Magazine:  Adver5sement  will  run  3  5mes  on  a  fourth-­‐page  in  4  colors.  This  magazine  was   picked  because  of  its  circula5on  of  81,510  (per  6  months)  and  its  appeal  to  women.  It  is  a  monthly   magazine.     Chicago  Life:  Adver5sement  will  run  3  5mes  on  a  third-­‐page  in  4  colors.  This  magazine  was  chosen   because  of  its  high  circula5on  of  102,000  (per  6  months)  and  its  appeal  to  women.  The  magazine  is   published  bi-­‐monthly.     TCW:  Adver5sement  will  run  3  5mes  on  a  fourth-­‐page  in  4  colors.  This  magazine  was  chosen   because  there  is  opportunity  for  a  discount.  There  is  also  a  circula5on  of  102,000  (per  six  months).   TCW  is  a  monthly  magazine.         1.2  SOCIAL  MEDIA  (FACEBOOK,  YOUTUBE,  BLOG)     1.2.1  Websites  (Pay  per  click)   These  types  of  adver5sements  would  be  used  to  help  reach  a  large,  yet  targeted  group  of  people.     Geography:  Through  we  would  include  local  Chicago  websites,  the  na5onal  approach  would  be  the  best   route  in  order  to  reach  a  larger  amount  of  people.     Seasonality:  This  type  of  media  would  be  consistent  throughout  the  year.       Media  Mix:,,,,     Chicago  Magazine  Online:  A  website  that  offers  lifestyle  material,  as  well  as  weekly  newsleders.   The  website  has  102,310  unique  visits.       Huffington  Post  Women:  A  website  that  features  video,  women-­‐centric  news,  career  advice,  and   personal  stories.  The  website  has  a  high  rate  of  38,481,008  unique  visitors.     Beder  Homes  and  Garden  Online:  A  website  that  offers  an  ‘emo5onal’  appeal  for  women.  The   website  has  DIY  ac5vi5es,  gardening  advice,  blogs,  and  food  and  entertainment  ar5cles.      

M e d i a S t r at e g y

Media Strategy

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M e d i a S t r at e g y

All Recipes:  A  website  that  offers  recipes,  cooking  advice  and  chef  editorials.  This  website  has  a   heavy  women  base  and  has  14,228,341  unique  visitors.     Chicago  Now:  A  website  that  is  an  online  community  for  bloggers  in  the  Chicagoland  area.  Blog   ar5cles  range  from  food  and  dining  to  art,  business  and  nightlife.  Unique  visitors  for  the  website  is   623,  243.     1.2.2    Facebook/YouTube/TwiZer/Instagram     All  of  these  have  the  Hashtag  func5on,  which  we  will  use  to  host  a  photo  contest.  Contestants  will  take   photos  and  Hashtag  a  special  phrase.  These  Medias  will  also  be  used  to  share  Chicago  Lighthouses  print   ads  and  act  as  liaison  between  brand  and  consumer.       Geography:  Our  social  media  campaigns  will  be  shared  on  the  Chicago  Lighthouse  outlets  and  will   con5nuously  branch  out  via  the  people  that  share.  Our  goal  is  to  mainly  focus  on  the  Chicagoland  area,   but  social  media  is  a  great  way  to  set  the  stage  for  future  expansion.     Seasonality:  Social  Medias  will  start  filtering  new  ads  right  away,  but  contest  and  ads  for  contest  will  spike   due  to  holiday  season.       Media  Mix:  Facebook,  Instagram,  Twider,  YouTube         Facebook:  Print  Ads  and  contest  will  be  presented  on  Facebook  periodically.  Every  holiday  season   2-­‐3  print  ads  will  be  presented  and  shown  con5nually.  All  ac5vity  will  be  presented  on  the  Chicago   Lighthouse  Facebook  and  shared  from  there.  There  will  also  be  consistent  posts  about  the  gree5ng   cards  on  the  Chicago  Lighthouse  page.         Instagram:  Chicago  Lighthouse  will  only  use  Instagram  to  get  photos.  Blogger’s  Instagram  who  are   working  with  Chicago  Lighthouse  will  also  be  u5lized.        Twider:  Twider  will  be  used  to  show  print  ads  and  announce/collect  the  compe55on  photos.        YouTube:  YouTube  will  be  our  plaUorm  to  present  our  viral  videos  and  YouTube  series.     Viral  campaign;  With  many  viral  video  campaigns  being  so  successful  and  its  ability  to  generate  some   revenue  along  with  awareness  for  the  brand  we  wanted  to  create  our  own  YouTube  viral  video  based   around  the  Christmas  event.  Viral  videos  can  literally  turn  your  poten5al  consumers  into  adver5sers   through  word  of  mouth  and  social  media  shares.       The  Christmas  event  will  be  a  fundraising  event  for  your  employees  and  many  of  the  par5cipants   that  depend  on  the  lighthouse.  We  would  film  the  whole  event  and  really  highlight  and  showcase   the  emo5on  and  reac5on  when  these  visually  impaired  individuals  receive  the  card  with  the  braille   message  on  the  card  to  really  bring  out  the  emo5onal  aspect  of  the  card.  This  will  also  showcase  to   our  poten5al  consumers  the  real  meaning  behind  these  cards.       With  this  video  we  want  to  it  to  be  heavily  emo5onal,  but  also  very  heartwarming  and  a  happy   video  where  people  watch  this  video  and  feel  good  and  hopefully  that  plays  into  their  next   decision  process  when  buying  a  gree5ng  card.      

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M e d i a S t r at e g y

1.2.3  Bloggers     To  appeal  to  our  female  demographic.  Bloggers  are  las5ng  influences  that  are  a  great  way  to  lead  people   towards  a  goal.       Geography:  Bloggers  we  will  focus  on  will  be  specific  to  the  Chicagoland  area.  Bloggers  that  will  meet  the   specifica5ons  will  be  local,  2k-­‐5k  followers,  and  willing  to  provide  post  for  free  or  price  themselves  below   $2,000.00     Seasonality:  Bloggers  will  start  their  endorsed  blog  posts  and  product  reviews  around  the  Christmas   season.  A  blogger  will  also  be  invited  to  document  the  Christmas/holiday  event  so  that  they  may  blog   about  it  as  well.     Media  Mix:  hdp://,  hdp://,  hdp://     1.3    OUTDOOR     U5lize  outdoor  as  a  supplement  to  main  media  outlets.  Strengthen  and  solidify  the  message  while   reaching  large  audience.     Geography:  The  outdoor  media  will  be  posted  throughout  high  traffic  areas  in  the  Chicagoland  area.  This   includes  heavily  populated  suburbs  and  public  places.  The  adver5sements  will  be  in  print  and  on  transit   loca5ons  throughout  the  city.     Seasonality:  The  adver5sements  will  be  displayed  throughout  the  year.  There  will  be  an  emphasis  in  the   summer  5me  to  take  advantage  of  the  popula5on  engaging  in  outdoor  ac5vi5es.       Media  Mix:  Posters,  indoor  bus,  transit  stop       1.4    OUT-­‐OF-­‐THE-­‐BOX  MEDIA  (OPTIONAL)     To  sa5sfy  our  early  tech  adaptors,  we  looked  into  medias  that  would  benefit  the  brand  and  our  consumer.     We  found  Kickstarter  to  be  a  great  strategy!       Kickstarter  is  a  new  way  to  fund  crea5ve  projects.   We’re  a  home  for  everything  from  films,  games,  and  music  to  art,  design,  and  technology.  Since  their     launch  in  2009,  6.1  million  people  have  pledged  $1  billion,  funding  60,000  crea5ve  projects.       Project  creators  set  a  funding  goal  and  deadline.  If  people  like  a  project,  they  can  pledge  money  to  make  it   happen.  Funding  on  Kickstarter  is  all-­‐or-­‐nothing  —  projects  must  reach  their  funding  goals  to  receive  any   money.  All-­‐or-­‐nothing  funding  might  seem  scary,  but  it’s  amazingly  effec5ve  in  crea5ng  momentum  and   rallying  people  around  an  idea.  To  date,  an  impressive  44%  of  projects  have  reached  their  funding  goals.     To  learn  more  about  Kickstarter  visit:     Seasonality:  This  campaign  is  an  op5onal  one.    Our  team  is  devoted  to  providing  you  with  the  most    up  to   date  and  trendy  informa5on  we  can  about  the  media  world.  Due  to  this,  we  understand  that  this  may  be   an  op5on  that  is  put  on  the  back  burner  and  mulled  over.    It’s  a  great  opportunity  if  you’re  looking  to   make  a  splash  and  gain  aden5ons  from  those  techies.          

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The following  is  the  schedule  for  our  media  mix.    This  schedule  is  one  year  in  length.  

s c h e d u l e


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Total marke5ng  budget  allocated  for  this  project  will  be  an  es5mated  $50,000.  Below  are  all  projected   financials.      

B u d g e t & R O I A n a lys i s

Budget & ROI Analysis

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Pay Per Click 6%

Magazine Pay Per Click

Social Media 7% Outdoor 9%


Overhead 2%

Launch Event 12%

Social Media Outdoor Overhead Launch Event

B u d g e t & R O I A n a lys i s

Budget Allocation

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The crea5ve  strategy  behind  our  adver5sing  will  be  to  draw  the  emo5on  out  of  the  individuals  that  see   our  ads.  We  want  to  show  our  poten5al  consumers  the  impact  that  your  cards  can  have  when  giving  to   someone,  and  we  want  highlight  this  in  our  ads  and  viral  marke5ng  campaign  The  goal  of  the  ads  will  be   to  poten5ally  have  our  target  audience  see  our  ad  and  feel  good,  and  bring  that  into  their  purchasing   process  for  when  the  5me  comes  for  buying  a  gree5ng  card  for  someone.       Many  of  our  ads  will  focus  around  the  holidays  being  that’s  one  of  biggest  5mes  when  consumers   purchase  gree5ng  cards  and  the  holidays  can  also  bring  out  the  emo5onal  aspect  in  people.  Our  ads  will   showcase  the  experience  of  giving  a  card  and  receiving  a  card.    

C r e at i v e S t r at e g y


The images  pictured  here  are  our  team’s   examples  of  what  we  envision  for  the  print   ads  that  would  be  used  on  Facebook,   Twider,  Instagram,  bus  stops,  posters,  etc.         These  photos  are  general  enough,  yet  s5ll   communicate  that  the  card  is  more  than  just   a  card—it  evokes  emo5on  or  a  feeling.    It   also  indicated  that  the  cards  s5mulate  your   senses.    The  ads  would  have  our  slogan,  “A   card  everyone  can  read.”  

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C r e at i v e S t r at e g y Â

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C r e at i v e S t r at e g y

The following  is  a  screen  shot  a  mock  website  store  our  team  created.    This  is  a  live  site,  for  your  viewing   pleasure.     To  view  the  site  visit:  

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Card DecoraNng:   Bundles  of  blank  cards  would  be  sold  at  premium  pricing  (6  pack  for  $25.00.)    There  will  be  two  bundle   op5ons:  Braille  or  Not  Braille.    Both  bundles  would  be  priced  the  same,  and  then  only  single  braille  cards   will  be  sold,  also  at  our  new  premium  price  (&4.50).    All  proceeds  would  go  towards  the  founda5on.     Paints,  crayons,  glue,  glider,  and  addi5onal  paper  decora5ons  will  be  available  for  people  to  decorate  and   personalize  cards  for  their  loved  ones,  just  in  5me  for  the  holidays!    This  is  a  great  ac5vity  for  ALL  people.     Pancake  Breakfast:   Chicago  lighthouse  would  host  a  pancake  breakfast,  but  would  sell  5ckets  prior  in  advance.    Tickets  would   be  on  sale  at  the  door,  as  well.    Tickets  will  be  priced  at  $10  a  person  for  an  all  you  can  eat  pancake   breakfast.  (Pancakes  are  a  filling,  fun,  and  cost  effec5ve  way  to  serve  a  large  crowd  on  a  very  reasonable   budget.)     Local  ArNst’s  Art  AcNon   In  advance  to  this  event,  local  ar5sts  would  be  contacted  to  either  create  or  donate  a  piece  of  art  for  the   benefit  of  Chicago  Lighthouse/Lighthouse  Cards.    All  proceeds  of  this  event  would  go  towards  Chicago   Lighthouse  or  Lighthouse  Cards.    

C r e at i v e S t r at e g y

Lighthouse  Card’s  Yearly  Event       For  one  of  our  crea5ve  strategies,  we  designed  an  event  to  help  launch  and  con5nue  driving  sales  of  the   gree5ng  cards  for  years  to  come.    Our  idea  was  to  have  event  once  and  year  that  fell  of  a  different  major   holiday,  each  year.      These  events  would  be  open  to  the  public  and  would  be  kid,  civilian,    and  visually   impaired  friendly.    At  this  event  there  would  be:   •  Card  Decora5ng  (Braille  and  Regular)   •  A  Pancake  Breakfast   •  Local  Ar5st  Art  Auc5on  

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Texture The  following  are  examples  of  textures  and  high  quality  papers  that  would  be  offered  online  and  in-­‐ store.    The  experien5al  line  of  gree5ng  cards  is  aimed  to  create  emo5on  and  good  feelings.     Touch  the  sample  to  experience  the  texture  element.  

E x p e r i e n t i a l S t r at e g y


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The following  are  examples  of  aromas  that  would  be  offered  online  and  in-­‐store.    The  experien5al  line  of   gree5ng  cards  is  aimed  to  create  emo5on  and  good  feelings.     Scratch  and  sniff  the  sample  to  experience  the  aroma  element.  

E x p e r i e n t i a l S t r at e g y


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The following  are  examples  of  sounds  that  would  be  offered  online  and  in-­‐store.    The  experien5al  line  of   gree5ng  cards  is  aimed  to  create  emo5on  and  good  feelings.     Touch  the  sample  to  experience  the  sound  element.  

E x p e r i e n t i a l S t r at e g y


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The Gree5ng  Card  Industry  would  seem  saturated,  but  in  the  words  of  Dave  Pollard,  “The  trick  of  it  all  is   finding  the  ‘Sweet  Spot’.”  Our  team  is  confident  that  your  company’s  ‘Sweet  Spot’  is  the  Braille  and   experien5al  cards  we  have  presented.                                 To  simply  recap  our  plan,  we  are  proposing  a  well  rounded,  feasible  marke5ng  tac5c  that  will  take  

S u m m a ry


Chicago Lighthouse’s  line  of  gree5ng  cards  to  the  next  level.    When  beginning  the  planning  

process, we  knew  that  we  wanted  to  be  outside  of  the  box,  but  most   importantly  we  wanted  to  just  provide  a  well  thought  out,  concise   plan.    Our  goal  was  to  create  a  document  that  was  simple,  yet  unexpected  and  we  believe  that  has   been  achieved.         With  a  well  rounded  look  at  media,  realis5c  budget  goals,  and  exci5ng  new  events  and  campaign  ideas,   this  plan  will  undoubtedly  provide  longevity  for  Lighthouse  Cards.         We  want  to  thank  you  again  for  allowing  us  to  work  with  you  on  this  campaign.    While  working  on  this   project  we  not  only  learned  beder  what  it  meant  to  be  a  good  marketer,  but  a  good  team  member  as   well.    None  of  this  would  have  been  possible  without  you!        

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The following  are  graphs  from  my  team’s  survey  research  results.    Survey  Monkey  was  used  for  the   survey.  

R e s o u r c e s


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3 0

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"Central Park Snowstorm." American Cancer Society Greetings. N.p., n.d. Web. 8 Mar. 2014. <>.

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"12 Ingenious Gadgets & Technologies Designed for the Blind | Urbanist." WebUrbanist RSS. N.p., n.d. Web. 7 Mar. 2014. < 2010/04/05/12-ingenious-gadgets-technologies-for-the-blind/>.

"Chicago Lighthouse." About Us. N.p., n.d. Web. 8 Mar. 2014. <http://>. "Create Surveys. Get Answers.." SurveyMonkey: Free online survey software & questionnaire tool. N.p., n.d. Web. 6 Mar. 2014. <http://>. Greeting Card. "About the Industry." About the Industry. N.p., n.d. Web. 6 Mar. 2014. <>. "Greeting Cards." market report. N.p., n.d. Web. 8 Mar. 2014. <http://>. "Prevalence of Vision Impairment." Lighthouse International -. N.p., n.d. Web. 6 Mar. 2014. <>. "Visual impairment and blindness." WHO. N.p., n.d. Web. 6 Mar. 2014. <http://>.

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Chicago Lighthouse Marketing Plan  

Full Marketing Plan for a Chicago Nonprofit company.

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