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Table of Contents Company History........................................................................................................................................................................................................ 3 Our Product ................................................................................................................................................................................................................. 4 Mirror Your Mood ...................................................................................................................................................................................................... 5 Frequently Asked Questions .................................................................................................................................................................................. 6 Psychology of Color .................................................................................................................................................................................................... 7 Environmental Impact .............................................................................................................................................................................................. 10 Environmental Impact cont’d.................................................................................................................................................................................. 11 Target Market ............................................................................................................................................................................................................ 12 Psychological Profile................................................................................................................................................................................................. 12 Psychological Profiles ............................................................................................................................................................................................... 13 Psychological Profiles cont’d ............................................................................................................................................................................... 14 Psychological Profiles cont’d ............................................................................................................................................................................... 15 Psychological Profiles cont’d ............................................................................................................................................................................... 16 Competitors ............................................................................................................................................................................................................... 17 Competitors cont’d ............................................................................................................................................................................................... 18 Objectives ................................................................................................................................................................................................................... 19 Strategies .................................................................................................................................................................................................................... 19 Behavioristic Segmentation ..................................................................................................................................................................................... 20 Geographic Segmentation ........................................................................................................................................................................................ 20


Company Budget ...................................................................................................................................................................................................... 21 Media .......................................................................................................................................................................................................................... 22 Media Table ........................................................................................................................................................................................................... 34 Copy Platform ........................................................................................................................................................................................................... 35 Font Style ............................................................................................................................................................................................................... 41 Commercial ............................................................................................................................................................................................................ 42 Public Relations ......................................................................................................................................................................................................... 45


Company History Name: Kaleidoscope Paints Slogan: Mirror Your Mood Kaleidoscope Paints started in March 2009 from a group of nanotechnology researchers who were looking for new ways to simplify the lifestyle of home living. After doing extensive research, they found a way to program the paint color of walls through nanotechnology and computer software. Instead of having one wall color for multiple years, the researchers found a way to change the color whenever the consumer was feeling a certain way. Why not “Mirror Your Mood” throughout different rooms of your home? Kaleidoscope Paints is the future of all household paints. We have created what is said to be the “Lamborghini of paints”. It is an introductory product, meaning our company is in the beginning stages of production. We expect that our company will flourish in the market because our product and our paint are both highly satisfying. Our paint is environmentally friendly because it reduces toxins that are present in paints from other companies. This allows everyone, including those who are chemically sensitive and those who have allergies, to use our product. It also means that there are no hazardous fumes or wastes affiliated with our product. It is a durable paint that is resistant to scratches and will last longer, compared to other paint companies. Our product is designed specifically to make the lives of our consumers easier in this fast-paced world.


Our Product Kaleidoscope Paints is designed to make the life of homeowners easier. Changing the color of your walls is as easy as changing your mood. Kaleidoscope Paints is a high quality paint that contains nanotechnology in which you can program the color of your walls with just the click of a button. We have every color imaginable in our paint library, which is updated monthly with new shades. You can find our library by logging onto our website, www.kaleidpaints.com. Our paint has a variety of beneficial characteristics, which makes it desirable to consumers. Some of these characteristics are, environmentally friendly paint, scratch resistant, and long lasting so the primary color won’t fade. All of this makes our paint money saving in the long run. The use of nanotechnology in our product is what makes it the most appealing. Within the paint itself, Nanobots, which are tiny machines, allow the consumer to control the color of paint through various software. Once the consumer buys our product, they take the access code, located on the bottom of the can, and follow us to our website where they can use a free download of the color programming software. From there they can find various templates that include stencils and designs of different patterns to use on their walls, and proceed to download those for a few extra dollars. New templates are added and seasonally rotated through our system. The nanotechnology in our paint can also receive Bluetooth signals from wireless devices. This free download can also be found on our website. Our product is priced at $400 per can. This is derived from the high quality of the paint and the technology that lies within each can. Although it may be expensive to some, this paint is designed to be incredibly durable so it can last for years without having to apply a new coat.


Mirror Your Mood The idea behind our slogan of “Mirror Your Mood” is that the consumer of our product is able to change the color of their home walls based on what type of mood they were feeling. Different colors stimulate various moods. Experts have said in the past that instead of seeing colors, we actually feel them. Included in purchasing our product is a list of colors that show which colors trigger specific moods. For our print ads, we used the idea “Color Me…” followed by a mood pertaining to the color of the ad. This allows our consumers to feel like they can “color” their moods through the walls of their own home. “Color Me…” is also the slogan for our PR campaign of “Color Me Healthy”.

Pink: Soothes, promotes affection

Orange: Cheers, stimulates appetite and

Yellow: Cheers, increases energy

conversation

White: Purifies, unifies Black: Authoritative, shows discipline, encourages independence

Red: Empowering, passionate Green: Balances, refreshes Purple: Comforts, creates mystery Blue: Relaxes, cools


Frequently Asked Questions Q: How does the nanotechnology work? A: The nanotechnology within the paint receives signals from either computer or Bluetooth software. You simply send the code color of the paint through the computer or your wireless phone and nanotechnology receivers then decode it and resemble the color onto your walls

Q: How can I set up Bluetooth with my paint? A: Our nanotechnology is previously programmed to automatically receive and decode codes sent via Bluetooth. All you have to do is log onto our website, www.kaleidpaints.com and follow the instructions to synchronize your Bluetooth with our program.

Q: How do I get designs like polka dots and stripes on my walls using Kaleidoscope Paints? A: Our website offers different design templates that are available for you to download. All you have to do is follow the instructions under the “Templates� tab. The templates cost an extra $2.00 so have your credit card ready.

Q: Does the Kaleidoscope Paint computer software require a specific system such as Windows or Macintosh? A: Our program contains downloadable versions for all computers. Just make sure you click on which computer type you have during the software installation process.


Psychology of Color In scientific definition, color is nothing more than a group of light waves that are either absorbed or reflected from pigments found within our environments. For many people however, these light bands that produce color can be very personal and translate into feelings and emotions. For many color is a way to express feelings, for others it affects how they feel, and for others the notion of color is so intertwined with culture and religion that color itself takes on profound meaning. The effects and impact that color has on us are most probably learned at a young age. Some contend that the light waves themselves may interact with neural activity causing the manifestation of certain behaviors. Color has long been used to describe certain emotions and behavior. "I was so mad I all I could see was red", "I'm having a blue day", "She's just green with envy", or "He's too yellow to ever stand up for himself". In these situations, red is used to describe anger, blue sadness, green envy, and yellow cowardliness. As we grow up hearing these analogies, we begin to incorporate them into our understanding of our own feelings. Ergo, we not only use them to describe how we feel, but the association between color and emotion becomes interwoven into symbolic meaning. For example, a man, who is colorblind, was unhappy to learn that his wife had painted their bathroom pink because, while he had never seen the color pink, it violated a learned symbolic expression of masculinity. Some people find that they are positively or negatively affected by color. For these people bright colors such as red, orange and yellow are too stimulating and they find that they are unable to relax, and they feel antsy. For others, cooler rooms in darker greens, blues and purples make them sad or depressed. A study of workers' performance by *Stone and English A. (1998) found that workers in offices designed around cooler colors such as blues, purples and darker greens were able to concentrate more, had greater productivity levels, and left their desks less frequently. Other studies have revealed that when cooler colors are used in design, people perceive the environment itself to be cooler, while warmer colored rooms are perceived to be warmer. Color has symbolic meanings that are reinforced through social rules. For example, the color red means stop while


the green and yellow mean go and caution respectively. Some lesser uniform symbolism of color derives from culture and religion. For example, in most Western cultures the color black is used to denote evil or contamination. Eastern cultures however embrace the color black as being lucky or prosperous. Likewise, brides in Western cultures wear the color white as a symbol of purity. In Chinese culture, the color red has a deep and powerful meaning and is used throughout wedding celebrations. Red in that culture is the symbol of happiness and ultimate joy, thus all Chinese weddings include the color red. Therefore, a culture's symbolic meaning of color evolves as its society evolves. For example, women who wore red in the not so distant past were considered promiscuous, and not many considered the color red as symbolic of strength and confidence. Likewise, men's suits maintain the traditional colors of navy, brown, grey and black, symbolizing conformity, while brighter colors such as red symbolize rogue behaviors. Clearly, the effects of color on our behaviors are in part learned. Social reinforcement beginning almost immediately after birth starts the learned behavioral responses. However, when, where and why we developed associations to certain colors is open for debate. Some have suggested that the energy patterns in particular light waves cause certain behaviors. The principle is similar to food cravings. Our bodies crave deficient nutrients. The same could be true for the brain and the need for certain energies from certain bands of color. For example, we know that humans need certain UV rays from the sun to facilitate the vitamin D. Likewise, we also know that early morning sunlight, as opposed to evening sunlight, facilitates the reuptake of melatonin, a substance that enables us to sleep, thereby helping us to wake up and be alert. Knowing the effects of light on our biological and neurological processes, it is quite possible that the bands of light that manifest as color can also affect our neurological functioning. However, neuroscience is still in its infancy and only time will reveal what, if any, effects color has on human behavior.


Color has long influenced our lives on several levels. For some this means expression of feelings and emotions, for others it has a direct influence on how we feel. While the relationship of color and mood is open for debate, color does have importance in most societies with symbolic meanings reinforced through social rules. We rely on color to take the place of words and give us simplified cues as to what is expected behavior. Violation of those social rules, such as driving through a red light, will have consequences. While there is no argument that our responses to color are learned, some contend that the origins of color are deeper and that there is a neurological effect of color that has not yet been discovered. Whatever the reason, color is an intricate part of our world and will continue to influence human behaviors and actions.


Environmental Impact According to the EPA, the concentration of pollutants inside your home is several times higher than what you’ll find outside, due to the lack of ventilation in rooms compared to the open spaciousness of the great outdoors. Without proper ventilation, airborne chemicals collect indoors and eventually cause damage to our bodies. Although the contamination cannot be attributed to any single source, paint and paint-related chemicals play a significant role inside a typical home. The airborne chemicals released during painting, after the paint is dry, and as paint is removed, fall into a category of pollutants known as volatile organic compounds (VOCs)—potentially carcinogenic carbon-based chemicals that evaporate easily and contribute to indoor air pollution. Harmful compounds in the VOC category range from formaldehyde to pesticides to cleaning chemicals. They can be up to ten times more concentrated indoors than outdoors, in both rural and industrial locations. However, VOCs contribute significantly to air pollution out of doors as well. VOCs are released in the highest concentrations during paint application, but most paint will continue to emit harmful fumes for years afterwards.


Entiqonmensal Impacs cons’d Nanotechnology uses in Kaleidoscope’s new “nanopaint” has provided a more environmentally friendly way to manufacture paint. Kaleidoscope’s “nanopaint” is a product developed by Kaleidoscope Paints to provide painters with revolutionary technology that is also eco friendly. “Nanopaint” relies on nanotechnology for its low-energy process. This is a top competitor for vinyl. The paint doesn't release VOCs, is resistant to stains and tearing, doesn't burn and is completely recyclable. Not only is the “nanopaint” from Kaleidoscope environmentally friendly, but the products it is packaged with are as well. With packaging made from recycled materials, Kaleidoscope’s nanopaint takes green to the next level. It provides a comprehensive home, family and earth-friendly product from start to finish. The packaging, color chips and paint container were developed to make the entire package the most environmentally friendly product possible. The labeling on the paint can is made from recycled fiber content and printed in soy ink. The chips and brochures are not only made with recycled materials, but can be recycled after use. Even the paint container itself is made from recycled material and can be recycled, making Kaleidoscope’s nanotechnology paint the best choice for a home, your family, but for our world, as well.


Target Market For our target market, we need to focus on a demographic that will both be able to afford our paint and be interested in it. After looking at reports on MRI, we found that those most likely to purchase expensive paint are parents with at least a bachelor’s degree. Purchasers will be in the 45-64 age bracket and have an average household income between $60,000 and $200,000. They are also far more likely to be married than single. Most will have two children and are more likely to live in Southern California. They are 25% more likely to be Caucasian as opposed to any other race and are 51% more likely to be homeowners as opposed to renters. This demographic is also technologically savvy and use the internet on a regular basis. Based on this information, we will be targeting 45-64 year old parents who are college educated and who own their homes. Our target demographic will make at least $60,000 per year and will be married.

Psychological Profile Members of our target market are educated and are more likely to read the newspaper than watch TV. They are interested in current events and politics, and are likely to listen to news radio along with country music and classic hits. They watch TV stations, which include A&E, Country Music Television, the Science Channel, and Discovery Home. They are concerned about the environment. They are members of the baby boomer generation, and consider themselves to be individuals and slightly rebellious. They are willing to spend money on outdoor “toys� and are willing to spend money on things that they see as enhancing their quality of life.


Psychological Profiles The Newlyweds

Name: Mr. & Mrs. Yakimata Occupations: Surgeon, Creative Director Residence: Atherton, CA Net Worth: +1.4 million

Story: Justin and Tiffany both graduated with honors from their Ivy League colleges and pursued their careers right after graduation. Having found each other finally in their later years, they married and moved into their exquisite home upon returning from their Caribbean honeymoon. Justin enjoys politics and listening to jazz in this limited spare time. Tiffany loves watching the Style Network, TLC, and CNN to keep up with current trends. On her spare time, she likes to go out dancing with Justin and mingling with friends over cocktails. Their home is rustic with its own private library. Their idea of a great date is staying in and cozying up to the fireplace with a book. They enjoy life and have no qualms with indulging themselves with the splendors to enhance their lifestyle.


Prychological Pqofiler cons’d The Environmentally Friendly Family

Name: The Darcy Family Occupations: Environmental Engineer, Intel CEO Residence: Purchase, NY Net Worth: approx 1.3million

Story: Gabriel and Bridget are high school sweethearts and settled in their hometown after graduating from different colleges. Both of them retain a master’s degree in their respective fields. Their family grew with the addition of their two sons who are currently four and two years old. With the family expanding, Gabriel found a larger home in the same town for them to move to. Bridget is greatly concerned with the environment and made sure the new house had solar panels and a large garden in the back. She does not believe in using heavy chemicals and uses alternatives instead. The family is very big on recycling and implementing green techniques through their daily routines. The Darcys prefer enjoying time together in the space they call home.


Psychological Profiler cons’d The Trendy Gay Couple

Name: Omer & Yonaton Gher Occupations: Computer Engineer, Pediatrician Residence: Dover, MA Net Worth: $900,000

Story: Both men are well-established professionals in their fields. They met in San Francisco and moved to Massachusetts to obtain their marriage license. After settling in Dover, they took steps to adopt a child to make their family complete. Once little Akshadha was in their lives, they started a complete makeover of their home. Both are avid fans of HGTV and Discovery Home wanting to redo their home. They do not settle for less and want the best for their family. Creating the perfect environment for their adopted daughter is their main priority. Residing in an affluent neighborhood allowed them to splurge and display their new technological advancements.


Prychological Pqofiler cons’d The Grandparents

Name: Granddad & Grandma Manchester Occupation: Retired Residence: Essex Fells, NJ Net Worth: Over 2million with assets

Story: Bob and Carol Manchester have been married for 53years. They have 5 children and 18 grandchildren. Though their children have moved to neighboring cities, they have made their home in Essex Fells. Their extravagant house is far too big for them to care for so they prefer a summer cottage built on the estate’s grounds. The main house is used for large family parties and rented out through a private rental agency for upscale clientele. They love spending on their grandchildren and only want them to be happy. Since money is never a problem for them, they take care to invest in the best quality technology for their grandchildren. Both Bob and Carol are believers of tradition and want them to be passed on


Competitors Our main competitors will be previously established high-end paint companies. We believe that companies like Behr, Valspar, and Olympic Paints may wish to enter the changeable paint market once the technology has been further developed. Along with existing paint companies, we believe that techie companies working with nanotechnology may also wish to enter our market. Companies such as Alsa, who have already begun experimenting with color changing paint, could also emerge as threats to Kaleidoscope Paint.

Olympic:

Olympic Paint Company prides itself on being a company that customers trust. It highlights its “green” paints, as well as its more technologically advanced paints including its “low odor” and “Zero VOC” paints. Olympic paints cost about $109 per 5gallon bucket. The company trades stock under its parent corporation, PPG. The stock is currently valued at $43.21 per share. PPG Corporation brought in $14.67 billion in the last fiscal year.

Valspar:

Valspar has positioned itself as a leading high-end paint manufacturer. The company is the sixth largest global paint manufacturer and states that its focus is on “innovation, the finest quality, and best customer service.” Valspar paints retail at approximately $116 per 5-gallon bucket. Valspar also offers some extremely high-end paints, which retail at about $80 per gallon. Valspar’s stock currently trades at $22.31 and the Valspar Corporation as a whole had a $3.19 billion revenue in the last fiscal year.


Compesisoqr cons’d Behr:

Behr is a major paint manufacturer that brands itself as a company focused on “innovation and inspiration.” Behr collaborates with Home Depot and is one of Home Depot’s largest paint suppliers. Behr focuses on technological innovation, and challenges its suppliers to improve paint technology by offering annual awards for tech savvy suppliers. In 2008, Behr was voted the customer favorite among interior paint companies. The company has stayed on the cutting edge of paint technology with products like “Premium Plus Ultra Interior” which allows customers to paint walls without first priming them. Behr is a member of the Masco family of products, and the stock is currently trading at $9.77. Behr’s Premium Plus Ultra paint sells for approximately.

Alsa:

Alsa Corporation’s motto is “The World’s Most Exotic Finishes.” The company is not currently making house paints, but they are on the leading edge of color-changing paint technology in automobiles. Alsa has branded itself as a company that is both trendy and technologically advanced. It is the market leader in chrome spray paint. Alsa’s paints are extremely high end and retail from about $40 to upwards of $5,700.


Objectives In our first year, we hope to create awareness about Kaleidoscope Paints through print, television, and electronic media. Within the year, we would like to achieve a moderate/high level of reach in which seventy percent of our target market has heard of and is familiar with our brand. By the end of our second year, our goal is to have our paint in ten percent of members within our target market’s homes. Based on the success of our product and its ability to achieve these goals, we may also wish to expand marketing efforts to a secondary target audience consisting of high-end boutique owners.

Strategies In order to reach our target market, we will sell our products both online and in home improvement stores. Our audience is familiar with and enjoys using the internet, so online buying will be a good option for this demographic. We will focus on selling our paint in higher end home improvement stores such as Lowe’s, Restoration Hardware, and Van Dyke’s Restorers. We will advertise to our target audience in a variety of traditional advertising mediums as well as through online resources.


Behavioristic Segmentation User Rate- Users will probably purchase this paint for between one and three rooms in their houses. Purchase Occasion- purchases will occur when members of our market are either building or remodeling their houses. They will be infrequent; for many, purchases occur only once or twice. Benefits Sought- customers will buy Kaleidoscope Paint in order to feel independent. The paint will allow them to make a bold choice in color without feeling tied down to it. It will play into the baby boomer spirit of uniqueness and rebellion.

Geographic Segmentation Region: Our target market will mainly reside on the East and West Coasts as opposed to the middle of the country. On the West Coast, they will be residents of cities such as LA, San Diego, and Seattle, and on the East Coast, they will be residents of cities like New York and Miami. City Size: Most of the members of our target market will live in large metropolitan areas. A vast majority are citizens of Los Angeles and San Diego.


Company Budget Total Manufacturing Cost…..$200

Budget

o Labor…………..$100

o Total Media Budget…. $6,360150.24

o Packaging……...$25

o Total PR Budget……....$2,150,000

o Materials……….$70

o R&D……………………$15,250,000

o Distribution…….$5

o Supplies……………….$2,500,000

Total Advertising Cost………$25

o Labor…………………..$7,450,000

Total Public Relations Cost…$10

Total Expenses……………..$33,710,150.24

Total Cost Per Unit…………..$235

Expected Revenue…………$42,250,000


Media This is a chart of the different media outlets we have chosen for our ad placements. Magazines/Periodicals:

Metropolitan Home

Architectural Digest

AARP

Scientific American


Business Week

The Wall Street Journal

The Washington Post

Television:

Home and Garden Television

Discovery Home Channel

BBC America


The Washington Post Description: The Washington Post is a credible and well-respected newspaper throughout the nation. The newspaper has an economic, cultural, and consumer spending influence in the capital of the United States and in the whole nation. It has a dynamic and driven audience in one of the highest-earning and educated markets in the country. Regular readers involve median upper class, government officials, and executives. Advertising cost: One “Color me Passionate” ad will be printed every Sunday for a whole year in this paper. One Sunday ad for page A2 costs $214.00; a whole year (52 weeks) = $11,128 Circulation: 868,965/ Subscription total: 33,977/ Estimated total audience: 1,927,000

Household income: 65% more than $150,000 per year. Median of $105,421

Average cost of single copy: $0.50

Occupation: 59% are white collar/ 43% professional and management

Advertising region: National Average reader per copy: 2.5 Average age: 46 years old Readers’ education: 62% college educated/65% post college graduated

Marital Status: 61% are married Households with children: 51% Home ownership: 62% own their houses Home value: 66% with houses value more than $500,000


Wall Street Journal Description: The Wall Street Journal is a well-known newspaper with one of the highest circulation in the United States; it encloses business, politics, economy, culture, and more. Their mission is to tell the readers not just what happened yesterday, but also what is most likely to happen tomorrow. Most business executives read and subscribe to this paper. Advertisement cost: One “Color me Passionate” ad of half page for 30 days for non-contractors adds up to $108,453.24

Circulation: 1,717,362/ subscription total: 931,000 /estimated total audience: 2,987,000

Household income: average of $253,000

Average cost of single copy: $2

Occupation: 54% are on business top management or higher

Advertising region: national

Marital Status: 67% are married

Average age: 55 years old

Household with children: 54%

Average reader per copy: 4.6 Readers’ education: 87% are college educated or higher


Business Week Description: Business Week is a magazine relied on by major global leaders for current and predicted economic trends and news. The magazine gives successful perspectives and insight that readers can use to turn into economic action. Business Week gives their audience timely access to move their businesses along in a forward direction. Topics in this magazine include corporate citizenship, energy, environment, supply chain/logistic, and technology. Advertisement cost: One “Color me Passionate� ad will be on half a page in three editions, April, July, and January (the common fiscal months), of the general magazine Business Week. Each half page for a color ad costs $70,200, which adds up to be $210,600.

Circulation: 935,820/ Subscription total: 960,777/ Estimated total audience:

Household income: Average of $90,305

Average cost of single copy: $4.99

Occupation: 75% have top management positions

Advertising region: National

Marital Status: 67% are married

Average reader per copy: 5.36

Households with children: 56%

Average age: 44 years old

Home ownership: 87% own their houses

Readers’ education: 88% are college educated/ 43% post college educated


Metropolitan Home Description: Metropolitan Home is the only luxury modern magazine in the United States. It delivers 10 issues per year and it is part of the Luxury Design. This magazine reports and exposes modern designs and interiors with a more progressive mindset. It delivers an authentic and intense personal mix of style, integrity, and authority on the subject. Advertisement cost: One “Color me Playful� ad will run and appear in six publications (Jan, March, May, July, Sept, Nov) of this magazine. One full-page advertisement costs $80,220. If advertised six times the price goes down to $75.705, the total being $454,230.

Circulation: 567,731/ subscription total: 520,946 / Estimated total audience: 2.7 million

Household income: $74,548 (median)/ 41% more than $100,000

Average cost of single copy: $4.50

Occupation: 31% have professional and managerial positions.

Advertising region: National

Marital Status: 45% are married

Average reader per copy: 4.87

Households with children: 37%

Average age: 47 years old

Home ownership: 70% own their houses

Readers’ education: 68% are college educated

Home value: $311,257 (median)


Architectural Digest Description: Architectural Digest is a monthly magazine that covers general architecture, and specifically interior design news and developments. Aimed at affluent and stylish readership, Architectural Digest is devoted to critiques and analyses of new style trends. It provides a vision that stretches the reader’s views and imagination of how he or she wishes to live. It sees itself as a source of information and promotes products that instruct and lead a life beyond the ordinary. Advertisement cost: One “Color me Playful” ad will run in six

ads in this magazine. A single ad costs $82,820. If

advertised six times (Jan, March, May, July, Sept, Nov) a single will cost $78,679, which adds up to $472,074.

Circulation: 850,502/ subscription total: 755,285/ Estimated total audience: 4482,000

Household income: $95,901

Average cost of single copy: $5.95

Occupation: 62% hold white collars, professional, or managerial positions

Advertising region: National

Marital Status: 68% are married

Average reader per copy: 5.64

Households with children: 65%

Average age: 49 years old

Home ownership: 64% own their houses

Readers’ education: 68% are college educated

Home value: $300,000 (median)


AARP Magazine Description: With more than 40 million members nationwide, AARP is a nonprofit magazine that topics concerning family, children and life changes. AARP is geared towards an older generation that wants to improve their quality of life. This magazine reaches its readers by illustrating practical tools and topics about how to enrich the lives of many elder Americans. Articles included in AARP include career and work, travel guidance, personal finance and consumer information. Advertisement cost: One “Color me Playful” ad will appear twice in a half page in the magazine, one in each semester: July and January, since it has six issues per year. Each ad costs $336,700, the total cost being $673,400.

Circulation: 24,349,637 / Subscription: 23,825,818/ Estimated total audience: 34million Advertising region: National Average reader per copy: 1.44 Average age: 62 years old Readers’ education: 58% are college educated

Household income: $55,672 (median) Occupation: 45.5% are employed Marital Status: 69.8% are married Households with children: 54% Home ownership: 86.3% own their houses Home value: $245,000 (median)


Scientific American Description: Scientific American is a magazine that summarizes and explains new and predicted advances in the fields of science, technology and business policies. The magazine covers the new discoveries and inventions in biotechnology, as well as newfound scientific information before it is made public to the general media. Articles featured in the magazine cover topics such as technology, renewable energy, global warming, and biotechnology. Advertisement cost: One “Color me Passionate” ad will run six times in ½ pages on four colors on the domestic issue of the magazine. Each ad costs $67,400. If we run six ads in the months of January, March, May, July, September, and November, the price comes down to $42,700, which adds up to $256,200. Circulation: 732,617/ Subscription: 471,665/ Estimated total audience:

Household income: $84,463 (median)/ 42% earn more than $100,000a year

Average cost of single copy: $4.95

Occupation: 45.5% have professional/managerial education

Advertising region: National Average reader per copy: 5.65 Average age: 45 years old Readers’ education: 53.3% are college educated/ 27% are post graduated

Marital Status: 48% are married Households with children: 43% Home ownership: 63% own their houses Home value: $325,000 (median)


Home and Garden Television Description: Home and Garden Television, or HGTV, is the leading TV channel in home and lifestyle programming, giving viewers a fresh new style of living. HGTV provides new ideas and inspiration to help transform your house into something new with their expert tips. Programs on HGTV cover houses from all over the world, and the people that live in them specialize in new ideas for home and gardening lovers. Advertisement cost: A 30-second ad will run on HGTV on the first of each month during their 6 pm program, since this is when most people get home from work. A 30-second ad costs $110,000, at the end of the year it adds up to $1,320,000 This network is distributed to more than 89 million households with national viewers around 47 years old. Thirty-two percent of them have a college education and 29% are post graduated. The viewers’ average income is $67,871, with 40% earning more than $100,000 a year. More than 34% of its audience holds white collars, professional, or managerial positions at their work. HGTV is considered a channel that is geared more towards family members, since 69% of viewers are married and 38% have children. It is a unique audience in which 89% own their homes, and 21 % exceeds the price of $500,000. Channel programs include home improvement, painting and finishing, and gardening basics


Discovery Home Description: Discovery Home is a channel that offers a mix of entertainment and lifestyle programs. It is a toolbox of design, home improvement, decorating, cooking, landscaping, and do-it-yourself programs. Advertisement cost: A 30-second commercial will run on this channel every first of each month during their 6pm program. A 30-second ad cost $110,000, at the end of the year they add up to $1,320,000. This channel has more than 45 million viewers, 56.1% being older than 35 years old and 42.2 % having children. Fifty-six percent of them are college educated that earn on average $65,816 a year. Channel programs include how to remove Latex paint from hardwood floor, the two best tactics for renovating a historic home, and The Ultimate Green Wedding Guide.


BBC America Description: From a well-known British Broadcast Channel, BBC America delivers high quality news and information on science, technology, social issues, education, and various entertainment and lifestyle programs. Advertisement cost: A 30-second ad will run during their 7pm World News for a full year. A 30-second ad costs $90,000, which adds up to $1,080,000. This channel airs in 63 million homes with a median household income of $79,950 a year. The average age of their viewers is 49 years old, 71% being college educated and 30% with children. Channel programs include How Not to Decorate, You Are What You Eat, and World News.


Media Table Circulation/households(TV) Washington Post The Wall-Street Journal Business Week Metropolitan Home Architectural Digest AARP Magazine Scientific American Home and Gardner Television Discovery Home BBC America Total advertising cost

868,965

Age (median) 46

College educated 62%

HH Income (median) $105,421

Total price of advertising $11,128

1,717,362

55

87%

$253,000

$108,453.24

935,820 567,731

44 47

88% 68%

$90,305 $74,548

$210,600 $454,230

850,502

49

68%

$95,921

$472,074

24,349,637 732,617

62 45

58% 53.3%

$55,672 $84,463

$673,400 $256,200

89,000,000

47

32%

$67,871

1,320,000

45,000,000

35 and older 49

56%

$65,816

1,320,000

71%

$79,950

$1,080,000 $6,360,150.24

63,000,000


Copy Platform The main creative goal of Kaleidoscope Paints is to enhance our clientele’s lifestyle. We are saying a house is not just a building with white walls, it’s a home. And we understand that every home is different with its own personality. We want our customers to make their homes unique and they can with our product on their walls. Why must residents settle with only one color? With Kaleidoscope Paints, the colors can change with your mood.

Verbal: It is important to remember the product is not normal paint. It is technology in a can, technology on the walls, in other words a personalized touch to every wall in a home. It is crucial to remember the affects of color psychology in our everyday lives. Colors enhance a mood or modify it. This product is not limited to homeowners. Colors in offices, hospitals, restaurants, and retail stores can highly benefit from using this product to accommodate their particular environment. The print ads needs to tell the point across quickly and condensed. Nanotechnology is complicated and hard to explain in an ad without dedicating most of the page to text. Internet ads need to be even shorter. Most of our information is on our website which would be the best way to communicate with our clientele. Nonverbal: The graphics used in the ads is focusing on the bright color choices. The models chosen are photographed showing the emotion we want to attribute with the color. In the passionate ad, the models are in black and white to convey the idea of the old classics. It is something we want our clients to envision if they chose that paint color. The two playful ads kept the models in color because we wanted the children to be approachable. This is our subliminal message that our product is within reach and available for those who want to make their living environment more inviting. Both these print ads will appear in the different magazines and periodicals mentioned previously. The internet ad will be used in the future on different search engines and through Bluetooth product websites as well. The only color provided on the internet ad


will be our logo because of the limited space. When clicked on, the ad will pull out and play our mini-mercial about Kaleidoscope Paints. It then directs the customer to our website for further information.

Technical: All the regulations with paint labeling have been met on the product. The Bluetooth logo and environmentally friendly emblem are placed on our ads to assure the client that our product will meet their standards. It also keeps our credibility in check that we followed with EPA regulations to be environmentally friendly. Our website is always placed on every form of communication and our company logo.


Design and Layout

Ad: Passionate Models: Annie Michul & Andrew Dettorre Placement: Metropolitan Home Architectural Digest Scientific American Business Week Wall Street Journal Washington Post Target: Upper class business associates and business executives


Ad Layout

Ad: Playful Pajamas Model: Kai Binger Placement: AARP Metropolitan Home Target: Grandparents, Parents, Aspiring Parents


Ad Layout

Ad: Playful Smile Model: Haydn Courter Placement: AARP Metropolitan Home Architectural Digest Target: Grandparents, Parents, Aspiring Parents


Font Style Headings: Scriptina Why: Our goal is establishing our product as the highest quality paint available. We are superior in our technology and versatility. The reason we chose Scriptina is because the font is cursive and conveys the feeling of elegance and class. With the price of our product, we want to make sure our image matches the consumer’s expectations for superiority. Body: Book Antiqua Why: Though a tech-type font seemed appropriate for our type of product, we are trying to show our paint is easy to use and does not need a expertise level of understanding computers. Book Antiqua expresses how our paint is classic, traditional, and feels familiar. It’s home in a font.


Commercial Title: Choices Idea: Woman’s voice, Everyday choices in life: grocery store, car, coffee, shoes, house, paint colors. Music: The Modern Age- The Strokes

2 items side by side: [lettuce] vs frozen

Chardonnay vs. [Pinot Nior]

Regular vs. [Espresso]

Color choice?? NO! ENOUGH!

White Screen

Flats vs. [Stilletos]

Apt vs. [house]

When there are so many choices in life‌

Why settle on one more thing?

Music plays, graphic colors(computer graphics)

Interior panning of hallways walls (computer graphics)

Life changes

So should your walls

The freedom of choice To mirror your mood

Same Screen as before Technology comprised

Creatively applied

Kaleidoscope Paints

Color Me..whatever


Color Selection (Website) The colors featured below are only a sampling of those available on our website for our consumers. New colors are added monthly and stencils are rotated seasonally.


Public Relations


SWOT Analysis Strengths: Kaleidoscope Paints is a new age paint that offers customers nanotechnology on a smaller scale. With nothing quite like it on the market, this product stands to start a paint revolution. Since Kaleidoscope Paints works through a computer program that controls the nanobots within the paint, customers can change the color of a room from the comfort of their own home. It’s easy for customers to use and install. Simply take a paintbrush and paint one coat on the wall in question. After installing the program on your computer, you are ready to choose whichever color your heart desires. Weaknesses: Kaleidoscope is based on a technological premise and this can be difficult for some people to understand. It also requires the use of a computer, which could hinder the product. The biggest weakness is the price. At such a high price, Kaleidoscope is limited to customers with incomes in the higher echelons of society. This will put a limit on which groups are advertised to and to whom the product is promoted. Opportunities: This product has the opportunity to change lives. Through our promotional plan with hospitals, for every can of paint bought, five percent of the proceeds will be donated to a hospital. It has been proven that the color can affect a person psychologically. The color of a wall can essentially help a person heal. This product also has the opportunity of appearing on the television show Extreme Home Makeover. This show helps struggling families by giving them a state of the art home to help rebuild their lives. Kaleidoscope Paints is perfectly positioned to build name through helping others and promoting healing. Threats: While this paint is one of a kind now, it won’t be for long. Nanotechnology is on the brink of breaking into the mainstream. Once that happens, Kaleidoscope Paints will no longer be unique. The necessity of a computer to function will hinder it once discoveries are made that make it even easier for the customer to change the color of the wall. It is also possible, that once other paints begin to emerge it will drive down the price forcing Kaleidoscope to adapt. While these threats are years away, they are not to be forgotten.


Crisis Plan Every company needs a crisis plan and Kaleidoscope Paints is no exception. In the event of a crisis, the CEO will make a formal announcement to the press directly following the crisis. It is critical that this announcement be made before public knowledge. It is imperative that Kaleidoscope Paints controls the situation. The company must always be one-step ahead of the issue no matter how small or seemingly insignificant. Kaleidoscope Paints must keep all press releases positive and make no notion of internal distress. By keeping a positive outlook, the consumer publics will have no need to panic and therefore, the company can maintain control. No one person shall be held accountable before the public. The company will always remain to the public eye as one strong entity. No one will be targeted or used as a scapegoat to steer negative publicity away. The CEO will take all responsibility and handle all questions from the press and public. In the extreme event, all deals with hospitals and other philanthropic programs will be paid out. In no event, should money or donations be denied to these programs. This maintains a strong statement that Kaleidoscope Paints puts all of its consumers first and cares about its programs.


FOR IMMEDIATE RELEASE

June 1, 2009 Anne Michul Public Relations amichul@calpoly.edu 805.452.3335 Kaleidoscope Paints Appears on Extreme Home Makeover SAN LUIS OBISPO, CA: Kaleidoscope Paints, a specialized paint that changes color upon command, will be featured on an upcoming episode of the ABC television show Extreme Makeover: Home Edition. Every week, Extreme Makeover: Home Edition, hosted by team leader Ty Pennington, helps a special family rebuild their home and jump-start their lives. “Kaleidoscope Paints offers a unique way for families to decorate a room in the most basic of ways,” says Pennington. Kaleidoscope Paints donated enough paint to coat all the walls within the home. The family will be able to control the color of any room by simply operating a computer program. The computer program works with the nanobots in the paint and changes the color to whatever the customer specifies. This new technology changes the typical painting experience and offers a unique, creative alternative. Extreme Makeover: Home Edition appears Sunday nights at 8 pm PT on ABC. Kaleidoscope Paints can be bought at various partner stores such as Restoration Hardware and Lowe’s. For more information or to purchase paint online visit www.kaleidpaints.com or call 805.452.3335


Color Me Healthy Campaign How does Color impact our lives? Living in an age of alternative therapies, holistic remedies and a newer, more enlightened view of nutrition, we seek to heal ourselves physically, mentally, emotionally and spiritually. We strive to keep our bodies and psyches in balance. Color can be a powerful provider of guidance and insight that helps us achieve that balance. The health-giving properties of color, in food as well as the environment, have long been acknowledged. Colored lighting, color therapy and color in health-care settings are all critical areas for exploration and enlightenment. Whether proven by science or inspired by spiritual quest, encouraged by the power of suggestion or the result of deeply imbedded memories, there is no question that color's effects are imprinted indelibly within the human psyche and spirit. Since color has such a large impacts on so many aspects of life, Kaleidoscope Paints would like to color you healthy. Hospitals, specifically patient rooms, are often colorless lifeless environments. As color can have such an impact on our lives, hospital patients would largely benefit to a more colorful environment.


Color Me Healthy Campaign cons’d Imagine a young child with a serious and immobilizing illness. Due to the illness, the child has no choice but to enter an extended stay in the hospital. In addition to being severely sick and having to leave home, the child is now entering a colorless, lifeless environment. It is very likely that the road to recovery will be a more difficult struggle. Human nature holds that as a species, we react to our environment. Hospital and health environments are no exception to this. In fact, hospital patients are the people who will benefit the most from a positive, lively, environment that can best be created with color. Why Hospitals? Hospitals are designed with specific elements as priorities: Functionality Cost Maintenance Sustainability Technology Efficiency With all of these items being the highest priority, environmental needs of patients (especially those who have extended stay periods) are less likely to be considered. As a result, hospitals are typically colorless and unpleasant. This could have detrimental effects for patients.


Coloq Me Healshy Campaign cons’d In healthcare environments, cost, maintenance and the storage of paint materials are important issues related to color. Sometimes this can lead to a single color dominating the environment, such as magnolia, with a heavy institutional feel found in many of the older establishments that have not been refurbished. Two tones of a color can help if variety of color is restricted. Creative color schemes can lead to more stimulating environments, which will be of benefit to all users. The promotion of a greater sense of well-being, particularly in longterm-care environments, is also possible if the color scheme is carefully planned. This need not increase the cost or difficulty of maintenance substantially. In all hospital areas, where appropriate, some basic color design guidance should be: Use tonal contrast: to provide a difference between adjacent surfaces to enhance visibility for users, especially the elderly or visually impaired. Provide tonal detail: to differentiate architraves, door frames, skirting and doors from their immediate surroundings by the use of depth (for example, raised moldings to give shadow detail). Preserve existing/historical features: of the building that enhance its designed form. Appropriate materials and features, which are of value in terms of the building’s architectural form, should be incorporated into the color palette instead of being altered to fit in with color schemes. Coordinate colors: of the building and existing finishes with paint for color harmony. If appropriate and possible, try to coordinate colors of materials such as flooring with other finishing materials used. For example, the color reference of the floor material could be given to a textile manufacturer to be incorporated in color ways for curtain designs. Provide continual visual interest with a variety of color and lighting levels: this will ensure that users do not have feelings of boredom or under-stimulation due to monotonous visual environments. Use color and contrast: in materials and textures to create surfaces that are tactile, visually stimulating and which use lighting to maximize shadow detail.


FOR IMMEDIATE RELEASE

June 1, 2009 Jenna Morris Public Relations Jcmorris44@gmail.com 925.519.5071 Kaleidoscope Paints Donates Five Percent of Sales Revenue to Hospitals SAN LUIS OBISPO, CA: Kaleidoscope Paints is launching its “Color Me Healthy” campaign. As part of the campaign, five percent of all sales revenue from Kaleidoscope’s new nanotechnology based paint will go toward painting patient hospital rooms Use of color in hospital design has a multitude of uses. Color can help patients have a sense of orientation- where color is used to give different hospital areas a sense of place. Also, color has been known to be associated with mood. Using the right colors in waiting areas, examinations rooms, hallways or patient private rooms can have a definite affect on patient motivation and stress levels. Kaleidoscope Paints provides high quality paint with a revolutionary technology that allows it to change color on command. Essentially, one coat of paint can last for a lifetime of colors. Therefore, Kaleidoscope painters can “mirror their mood” in their own homes, while also creating a colorful, healthier environment. For more information or to purchase paint online visit www.kaleidpaints.com or call 925.519.5071


Color Me Healthy Commercial Scene 1 The screen shows a blurred image of white space. This slowly comes more into focus and you see a white hallway. The hallway comes more into focus and people in white coats are walking across the hallway-this is a hospital. Scene 2 The camera cuts to a white blurred screen. This slowly comes more into focus, this is a hospital room. An image of a person comes more into focus. This is a child in a hospital bed, in hospital patient room. He appears sad, and bored. Scene 3 The screen cuts to black. White text appears on the screen. PATIENTS WHO FIND THEMSELVES IN AN EXTENDED HOSPITAL STAY FIND THEMSELVES IN A BLANK COLORLESS WORLD. Screen fades to black. Scene 4 White text fades in. ENVIRONMENTAL PSYCHOLOGISTS SAY COLOR HAS A STRONG AND LASTING IMPACT ON EMOTION, MOOD, STATE OF MIND, AND HEALTH. Screen Fades to black.


Scene 5 The screen fades into an adult woman sitting in a hospital patient room, looking bored, and unhappy. Screen fades to black Scene 6 White text fades in. FOR EVERY CAN OF PAINT SOLD KALEIDOSCOPE PAINTS WILL DONTATE FIVE PERCENT OF REVENUE TO PAINTING HOSPITAL PATIENT ROOMS. Scene 7 Screen fades into a child in high spirits and laughing in a painted, decorated, and colorful hospital room. Scene 8 Screen fades in to a bright red screen. In yellow text: COLOR ME HEALTHY The Kaleidoscope Paints logo appears at the bottom of the screen.


Team Biography


Colby Courter

Sydney Feeter

Position: Project Manager

Position: Marketing Director

Major: Journalism Additional Duties: Photographer Bio: Colby is an ancient 4th year. While most other young adults his age were moving along their educational paths, Colby traveled.

Paulina Vespasiano

Major: Business

Position: Media Director

Bio: Sydney once met the prime minister of Turjikistan at a train station. He told her that his favorite movie was “What a Girl Wants� then proceeded to act out the ending monologue.

Major: Journalism Bio: Paulina is going to Columbia for 15 days over the summer, and will be interning at a museum.


Stephenie Aguirre Position: Art Director Major: Food Science Additional Duties: Illustrator, Graphic Designer, & Junior Copywriter. Bio: A self taught art designer with no previous experience in prior to this project. Upon graduating I hope to obtain a position in a food advertising firm in New York. I love food and color.

Brenna Collins Position: Copywriter Major: Journalism Additional Duties: Layout Designer, Jr. Illustrator, & Editor. Bio: Brenna is a freshman. She enjoys long walks on the beach while talking about classical novels and movies such as Cassablanca and Gone with the Wind. She’s frequently spotted at Shell Beach having candlelight picnics with various attractive men.

Jenna Morris & Anne Michul Position: PR Directors Major: Journalism Bio: Their creative approach to PR makes Jenna and Anne the perfect duo.


Kaleidoscope Paints Proposal