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phase 4

phase 3

phase 2

phase 1


Utilize cause-related tie ins, lifestyle sponsorships and interactive promotions so that brands can provide

memorable experiences

and build community� -Saatchi and Saatchi


th em ci ty ess a t t-s ake ge. ne hi ov t r w ts ers in d sp ow ra cl tr y c ing an ha s l s pr it k oj e ri cti ch on un me s de di a w rgr eb o u is n pr od d p in es re ss co t nc po er t st se e r ro rs ies ad sp tri ea p pr ke in r se iti ri at es iv e

be Create a unified, cohesive advertising campaign to specifically reach the Setters which, in turn, will affect Adopters Develop a socially conscious program that develops and sustains loyalty from the Setters and disperses into Adopters and the rest of the market

Create an all-in-one central hub for basic navigation-bethemessage.net

Establish consistent branding across all AIM applications using the tagline: “Be the Message�

Engage social causes to enhance brand image

Attract an evolving audience that can mature along with the brand

Introduce promotional events to enhance brand image


SEPT OCT NOV DEC JAN FEB MAR APR MAY JUNE JULY AUG 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4

INTERNET Rich Media Espn.com Weather.com Mapquest.com Cnn.com Monster.com Careerbuilder.com Amazon.com Underground Websites Webisodes

VIRAL City Takeovers T-Shirts Window Clings Spray Chalking Alternative Print Ads Outdoor Transit Wallscape Projections

IMC

Hear the Message - Concert Series Music Festivals PR Bonnaroo Music Festival Austin City Limits Coachella Lollapalooza Live the Message - First Response Misc. First Response fees Web site Be the Message Fund Website development Domain Name Creative Cost Up-Keep: 8 Full Time Employee Road Trip Insurance Stipend Emergency Costs Speaker Series MISC. COSTS Evaluation - Pre/Post Survey


September 2008 September September October 2008 September 2008 September - December 2008 September October October 2008 2008 - December 2008 October - December October 2008 - January December October 2008 - December - March -2008 December January 2009 2008 January 2008 - March January - March 2009 January -2009 April March January --June March 2009 -2009 March 2009 April April 2009 - June - June 2009 April July2009 -- April June August -April 2009 June 2009 July - June 2009 -July August 2009 - August July 2009 - 2009 August July -July August 2009 - August 20092009

RNET TINTERNET INTERNET INTERNET

diaRich Media Rich Media Rich Media om Espn.com Espn.com $44,454 Espn.com $44,454 $44,454$44,454 $103,726 $44,454 $44,454 $103,726 $103,726 $103,726 $103,726 $118,544 $103,726$118,544 $118,544 $118,544 $118,544 $59,272 $118,544 $59,272 $59,272$59,272 $59,272 $59,272 $325,996 er.com Weather.com Weather.com $126,818 Weather.com $126,818 $126,818 $126,818 $253,635 $126,818 $126,818 $253,635 $253,635 $253,635 $253,635 $760,905 $253,635$760,905 $760,905 $760,905 $760,905 $126,818 $760,905$126,818 $126,818 $126,818 $126,818 $126,818 $1,268,175 m est.com Mapquest.com Mapquest.com Mapquest.com $52,000 $52,000 $52,000$52,000 $52,000 $65,000 $52,000 $65,000 $65,000$65,000 $65,000 $117,000 $65,000 $117,000 $117,000 $117,000 $104,000 $117,000 $117,000 $104,000 $104,000 $104,000 $104,000 $338,000 $104,000 om Cnn.comCnn.com $12,000 Cnn.com $12,000 $12,000$12,000 $72,000 $12,000 $12,000 $72,000 $72,000$72,000 $72,000 $72,000 $84,000 er.com Monster.com Monster.com $320,000 Monster.com $320,000 $320,000 $320,000 $560,000 $320,000 $320,000 $560,000 $560,000 $560,000 $560,000 $160,000 $560,000$160,000 $160,000 $160,000 $160,000 $720,000 $160,000$720,000 $720,000 $720,000 $720,000 $720,000 $1,760,000 r.com builder.com Careerbuilder.com Careerbuilder.com $88,000 Careerbuilder.com$88,000 $88,000$88,000 $154,000 $88,000 $88,000 $154,000 $154,000 $154,000 $154,000 $44,000 $154,000 $44,000 $44,000$44,000 $44,000 $198,000 $44,000 $198,000 $198,000 $198,000 $198,000 $198,000 $484,000 n.com Amazon.com Amazon.com $64,500 Amazon.com $64,500 $64,500$64,500 $172,000 $64,500 $64,500 $172,000 $172,000 $172,000 $172,000 $43,000 $172,000 $43,000 $43,000$43,000 $43,000 $43,000 $43,000 $43,000 $43,000$43,000 $43,000 $322,500 $43,000 Websites ound Underground Websites Underground $305,330 Websites Underground Websites Websites $305,330 $305,330 $305,330 $546,380 $305,330 $305,330 $546,380 $546,380 $546,380 $546,380 $449,960 $546,380$449,960 $449,960 $449,960 $449,960 $305,330 $449,960$305,330 $305,330 $305,330 $305,330 $305,330 $1,607,000 desWebisodes Webisodes Webisodes $1,000,000 $1,000,000 $1,000,000 $1,000,000 $1,000,000 $1,000,000 $1,000,000 $1,000,000 $1,000,000 $1,000,000 $1,000,000 $1,000,000 $1,000,000 $1,000,000 $1,000,000 $1,000,000 $1,000,000 $1,000,000 $1,000,000 $1,000,000 $1,000,000 $1,000,000 $1,000,000 $4,000,000 $1,000,000

$325,996 $325,996 $325,996 $325,996 $325,996 $1,268,175 $1,268,175 $1,268,175 $1,268,175 $1,268,175 $338,000 $338,000 $338,000 $338,000 $338,000 $84,000 $84,000$84,000 $84,000 $84,000 $1,760,000 $1,760,000 $1,760,000 $1,760,000 $1,760,000 $484,000 $484,000 $484,000 $484,000 $484,000 $322,500 $322,500 $322,500 $322,500 $322,500 $1,607,000 $1,607,000 $1,607,000 $1,607,000 $1,607,000 $4,000,000 $4,000,000 $4,000,000 $4,000,000 $4,000,000

L VIRAL VIRAL VIRAL

seovers City Takeovers City Takeovers $50,000 City Takeovers $50,000 $50,000$50,000 $50,000 $50,000 $50,000 $50,000 $50,000$50,000 $50,000 $50,000 T-Shirts T-Shirts $62,500 T-Shirts $62,500 $62,500$62,500 $62,500 $62,500 $62,500 $62,500 $62,500$62,500 $62,500 $62,500 $62,500 $62,500 $62,500$62,500 $62,500 $62,500 $62,500 $62,500 $62,500$62,500 $62,500 $62,500 $250,000 $250,000 $250,000 $250,000 $250,000 $250,000 sClings WindowWindow Clings$10,000 Window ClingsClings $10,000 $10,000$10,000 $10,000 $10,000 $10,000 $10,000 $10,000$10,000 $10,000 $10,000 halking g Spray Chalking Spray $25,000 Chalking Spray Chalking $25,000 $25,000$25,000 $25,000 $25,000 $25,000 $25,000 $25,000$25,000 $25,000 $25,000 int iveAlternative Ads Print Ads Alternative Print $112,995 Alternative AdsPrint Ads Print $112,995 Ads $112,995 $112,995 $655,870 $112,995 $112,995 $655,870 $655,870 $655,870 $655,870 $549,375 $655,870$549,375 $549,375 $549,375 $549,375 $329,885 $549,375$329,885 $329,885 $329,885 $220,790 $329,885 $329,885 $220,790 $220,790 $220,790 $220,790 $1,868,915 $220,790 $1,868,915 $1,868,915 $1,868,915 $1,868,915 $1,868,915 sit r Transit OutdoorOutdoor TransitOutdoor TransitTransit $1,428,980 $1,428,980 $1,428,980 $1,428,980 $1,428,980 $2,857,960 $1,428,980 $2,857,960 $2,857,960 $2,857,960 $1,428,980 $2,857,960 $2,857,960 $1,428,980 $1,428,980 $1,428,980 $1,428,980 $5,715,920 $1,428,980 $5,715,920 $5,715,920 $5,715,920 $5,715,920 $5,715,920 ojections peWallscape Projections Wallscape Projections Wallscape Projections Projections $307,500 $307,500 $307,500 $307,500 $307,500 $307,500 $307,500 $307,500 $307,500 $307,500 $307,500 $307,500 OTAL MEDIA TOTAL MEDIAMEDIA TOTALTOTAL $18,417,006 $18,417,006 $18,417,006 $18,417,006 $18,417,006 $18,417,006

IMC IMCIMC

sage eies Message Hear - Concert theHear -Message Concert Series the Hear Message Series - Concert the Message - Concert Series - Concert Series Series als Festivals PR MusicPR Festivals Music$93,100 Festivals Music PR Festivals PR PR $93,100 $93,100$93,100 $34,300 $93,100 $93,100 $34,300 $34,300$34,300 $34,300 $34,300 $240,100 $240,100 $240,100 $240,100 $122,500 $240,100 $240,100 $122,500 $122,500 $122,500 $122,500 $490,000 $122,500 $490,000 $490,000 $490,000 $490,000 $490,000 usic roo Music Festival Bonnaroo Festival Bonnaroo MusicBonnaroo Festival Music Festival Music Festival $500,000 $500,000 $500,000 $500,000 $500,000 $500,000 $500,000 $500,000 $500,000 $500,000 $500,000 $500,000 mits CityAustin Limits City Austin Limits City Austin Limits City Limits $500,000 $500,000 $500,000 $500,000 $500,000 $500,000 $500,000 $500,000 $500,000 $500,000 $500,000 $500,000 ella Coachella Coachella Coachella $500,000 $500,000 $500,000 $500,000 $500,000 $500,000 $500,000 $500,000 $500,000 $500,000 $500,000 $500,000 alooza Lollapalooza Lollapalooza Lollapalooza $500,000 $500,000 $500,000 $500,000 $500,000 $500,000 $500,000 $500,000 $500,000 $500,000 $500,000 $500,000 nse age Message Live - First the Live -Message Response Firstthe $150,000 Response Live Message - First the Message Response - First$150,000 Response - First$150,000 Response $150,000 $150,000 $150,000 $150,000 $150,000 $150,000 $150,000 $150,000 $150,000 First esponse Misc. Response fees First Misc. Response fees $300,000 First Misc.Response First fees Response fees $300,000 fees $300,000 $300,000 $300,000 $300,000 $300,000 $300,000 $300,000 $300,000 $300,000 $300,000 e Web siteWeb site Web site Message ge Fund Be theFund Message Be the $1,000,000 Be Message Fund the Message Fund $1,000,000 Fund $1,000,000 $1,000,000 $1,000,000 $1,000,000 $1,000,000 $1,000,000 $1,000,000 $1,000,000 $1,000,000 $1,000,000 opment development Website Website development $100,000 Website development development $100,000 $100,000 $100,000 $100,000 $100,000 $100,000 $100,000 $100,000 $100,000 $100,000 $100,000 Name Domain Name DomainDomain Name $10 Name $10 $10 $10 $10 $10 $10 $10 $10 $10 $10 $10 e Cost Creative Creative Cost $200,000 Creative Cost Cost $200,000 $200,000 $200,000 $200,000 $200,000 $200,000 $200,000 $200,000 $200,000 $200,000 $200,000 ull p: Time 8Up-Keep: FullEmployee Time Up-Keep: 8Employee Full$88,000 Up-Keep: Time 8 Full Employee Time 8 FullEmployee Time $88,000 Employee $88,000$88,000 $88,000 $88,000 $88,000 $88,000 $88,000$88,000 $88,000 $88,000 $88,000 $88,000 $88,000$88,000 $88,000 $88,000 $88,000 $88,000 $88,000$88,000 $88,000 $88,000 $88,000 $88,000 $88,000$88,000 $88,000 $440,000 $88,000 $440,000 $440,000 $440,000 $440,000 $440,000 ip Road Trip Road Trip Road Trip ance InsuranceInsurance Insurance $10,000 $10,000 $10,000$10,000 $10,000 $10,000 $10,000 $10,000 $10,000$10,000 $10,000 $10,000 nd Stipend StipendStipend $60,000 $60,000 $60,000$60,000 $60,000 $60,000 $60,000 $60,000 $60,000$60,000 $60,000 $60,000 gency CostsEmergency Costs Emergency Costs Emergency Costs Costs $1,000,000 $1,000,000 $1,000,000 $1,000,000 $1,000,000 $1,000,000 $1,000,000 $1,000,000 $1,000,000 $1,000,000 $1,000,000 $1,000,000 sSeries SpeakerSpeaker SeriesSpeaker Series Series $80,000 $80,000 $80,000$80,000 $80,000 $20,000 $80,000 $20,000 $20,000$20,000 $20,000 $20,000 $100,000 $100,000 $100,000 $100,000 $100,000 $100,000 UCTION ON PRODUCTION COSTS PRODUCTION COSTS PRODUCTION COSTSCOSTS COSTS osts ionProduction costs Production costs $50,000 Production costs costs $50,000 $50,000$50,000 $50,000 $50,000 $50,000 $50,000 $50,000$50,000 $50,000 $50,000 mmercial de onWebisode commercial production Webisode commercial production $200,000 Webisode commercial production commercial production $200,000 $200,000 production$200,000 $200,000 $200,000 $200,000 $200,000 $200,000 $200,000 $200,000 $200,000 TS COSTS MISC. MISC. COSTS MISC. COSTS COSTS e/Post nEvaluation - Pre/Post Survey Evaluation -Survey Pre/Post Evaluation $75,000 - Pre/Post Survey - Pre/Post Survey $75,000 Survey $75,000$75,000 $75,000 $75,000 $75,000 $75,000 $75,000$75,000 $75,000 $75,000 und ncy Contingency FundContingency Fund Contingency $407,984 Fund Fund$407,984 $407,984 $407,984 $407,984 $407,984 $407,984 $407,984 $407,984 $407,984 $407,984 $407,984

OTAL LL OVERALL TOTAL OVERALL TOTAL $3,885,691 OVERALL TOTAL TOTAL $3,885,691 $3,885,691 $3,885,691 $3,754,411 $3,885,691 $3,885,691 $3,754,411 $3,754,411 $3,754,411 $3,754,411 $5,350,264 $3,754,411 $5,350,264 $5,350,264 $5,350,264 $5,350,264 $7,432,365 $5,350,264 $7,432,365 $7,432,365 $7,432,365 $4,577,270 $7,432,365 $7,432,365 $4,577,270 $4,577,270 $4,577,270 $4,577,270 $25,000,000 $4,577,270 $25,000,000 $25,000,000 $25,000,000 $25,000,000 $25,000,000



2008 Ad Campaigns Book