14 Aug IMC CampaignFinal ReportDaniel MendozaDevry UniversityMKTG 410Executive SummeryB

IMC CampaignFinal ReportDaniel MendozaDevry UniversityMKTG 410Executive SummeryBlackberry smartphone users want to stay connected to their loved ones, friends, family andcolleagues on an ongoing basis. However, there is a challenge in promoting the brand in global marketswhere security is a major concern for users in countries like India, Saudi Arabia and United ArabEmirates.The economic climate has also impacted significantly on Blackberry phone sales. As demand is elastic,consumers’ income plays an important part in the outcome on how much is spent on Blackberry phones.Despite the value the smartphone offers through its features, the recession has determined whether or notpeople spend on smartphones. However, consumers are becoming more cognizant of the benefits oftechnology thereby increasing the demand for smartphones. A dense population of Canadian consumersprefers mobile phones which are affordable for them. Therefore, it is increasingly important foradvertisers to develop unique experiential opportunities and demonstrate why various platforms wouldappeal to particular users by effectively communicating the brand’s value. Furthermore, social factorssuch as lifestyle, education and income have also impacted upon the sales results in various geographicalregions. In North America, Blackberry smartphone sales increased during the holiday season, that is,particularly between November and December. In addition, more Canadian consumers are technologicallysavvy and they want to capitalize on the benefits of the Blackberry 7 Operating System and other uniquefeatures such as Near Field Communications which would enable mobile payments.The technological factor encourages product development and innovation in a highly competitiveindustry. The products are adaptable and must be created to meet the needs of customers throughenhanced features such as global systems for mobile telecommunications systems and developing anintegrated digital enhanced network. The adoption of advanced services such as mobile phone paymentsis increasing in North America and today’s consumers are expecting more from their mobile phones. Itsefforts in developing solutions for consumers through business development applications will assist in itscontinued success.IntroductionIn the Internet age, technological advancement is crucial in Blackberry’s efforts to enhance its appearanceand interface so that modern day users of mobile phones are adopting the latest technological trends.Moreover, with enhanced voice and data communications, Canadian consumers are demanding morepersonal entertainment capabilities through wireless communication devices, particularly, smartphones.The wireless communications industry has undertaken initiatives in expansion of next generation ‘4G’networks whereby consumers would be able to take advantage of high download and upload speeds. In2012, there were 359 million subscribers of mobile device customers and the numbers continue toincrease. However, the Canadian smartphone market size forecast reveals a gradual decrease over theperiod 2012-2016.Nonetheless, a decrease in smartphone prices will contribute positively to market growth. RIM whichonce dominated the market in mobile phones is currently experiencing severe competition from Apple andGoogle Android. However, the mobile phone market is expected to grow 7.3% in 2013 by 1 billionsmartphone shipments and RIM ought to capitalize on these opportunities to reestablish its position in themarket and achieve market growth.IMC PlanHistory of BlackberryThe first BlackBerry device, an email pager, was released in 1999.the most recent BlackBerry devices arethe Z30, Z10, Q10, Z3, Q5 and soon the "Passport". The Z10 and Q10 were announced on January 30,2013, and the Q5 was announced on May 14, 2013. BlackBerry devices can record video, takephotos, play music and also provides functions such as web-browsing, email messaging, instantmessaging, and the multi-platform BlackBerry Messenger service.Black berry has available service in almost 100 countries globally and has over 550 service operators thatare mobile, As of September 2012, they had 80 million subscribers worldwide to BlackBerry. Caribbeanand Latin America had the highest rates of BB smartphones, with up to about 45 percent in the regionhaving a BlackBerry device. I remember when BlackBerry was referred to as "Crack Berry" to many inthe U.S, which alluded to its excessive use by its owners. Use of the term "Crack Berry" became sowidespread that in November 2006. Another was the “Blackberry syndrome” and that was because theywere pretty much the first phone to vibrate. So I remember the phantom vibration in my pocket thatwasn’t even my phone.Competitive Analysis:Blackberry competes with other major platforms such as the iPhone, Android and Windows Phone andNokia. It held a dominant position in the smartphone industry less than four years ago. However, due toissues concerning security and reliability of Blackberry phones, in 2013, consumers demonstrated plans toswitch to iPhone in early June.Still there is a key challenge for the company to effectively communicate the value of the product forconsumers due to stiff competition in the industry. The biggest challenge is evident in Canadiancustomers’ preferences for mobile devices which have a larger amount of applications.The Marketing Objectives which the IMC Program will help to achieve are as follows:Immediately address the challenge or risk losing growth opportunities to competitorsReposition the Blackberry brand as fun since Apple iPhone and Google Android alreadyPossess and edge in its applications for users.Develop a campaign which will emphasize that the Blackberry brand can be re-definedWith the right message at the right time on specific media platforms.Blackberry’s S.W.O.T AnalysisStrengthsHas developed an established brand for the business professional consumerHighly secure phonesStrong focus on narrow customer segmentBlackberry brand loyalty amongst niche market of corporate/ business customersExpanding global consumer baseHas a loyal market share.WeaknessesInability to market the brandBlackBerry OSPoor presence in the tablet marketLosing brand loyalty amongst non-corporate customersMarket perceptions of devices being only for “professionals”R&D limited on innovation capabilitiesOpportunitiesZ10 is launching with “hub” feature- unique to BlackBerryGrowth of tablet and smart phone marketsObtaining patents through acquisitionsIncreasing Apps market (over 100,000 apps goal)Expanding marketing of Niche Business-class consumers (small/ large businesses)ThreatsRapid technological changeSaturated smart phone markets in developed countriesLarge carrier refusing to sell Z10 model.Advertising Campaign For: BlackBerryIn the Internet age, technological advancement is crucial in Blackberry’s efforts to enhance its appearanceand interface so that modern day users of mobile phones are adopting the latest technological trends.Moreover, with enhanced voice and data communications, Canadian consumers are demanding morepersonal entertainment capabilities through wireless communication devices, particularly, smartphones.The wireless communications industry has undertaken initiatives in expansion of next generation ‘4G’networks whereby consumers would be able to take advantage of high download and upload speeds. In2012, there were 359 million subscribers of mobile device customers and the numbers continue toincrease. However, the Canadian smartphone market size forecast reveals a gradual decrease over theperiod 2012-2016.Advertising PlanAdvertising can be somewhat inexpensive if done right. But for a company like blackberry that is big youcan spend a good amount but not so much that it will hurt the budget.Recently, most of the marketing clout was focused on the debut of the Blackberry Z series phones whichis their new touch screen phones that are more like androids. RIM launched a Blackberry ‘Be Bold’ adcampaign but it did not make a great impact as was expected. RIM also made an effort to use expressionsor taglines to out-execute its competitors such as ‘I’m about action, not distraction’ and ‘we need tools,not toys.By the end of fiscal 2012, the Blackberry subscriber base grew to 77 million users globally and thecompany became a leading brand on prepay positions in countries such as the United Kingdom,Netherlands, Spain, Saudi Arabia, UAE, South Africa, Nigeria, Indonesia and Latin America.Furthermore, the Blackberry developer platform was enhanced and Blackberry World applicationexceeded 2 billion downloads. That is according to the Blackberry Annual Report in 2013The global BBM consumer base were approximately 55 million active users as of March 3, 2012 withmore than 325 socially connected Blackberry applications which were downloaded close to 60 milliontimes. RIM also launched BBM Music service for social sharing.The advertising expenses which included media, agency and promotional expenses totaled $925 million(March 3, 2012 – $864 million; February 26, 2011 – $1.1 billion) which is included in selling, marketingand administration expenses.The Blackberry brand appeals to a larger number of customers between the ages of 21 to 50. However,market segments are clearly defined by age category and Blackberry offers phones which would appeal tothe markets which include younger persons and also businessmen and women. However, in the analysisof Blackberry’s market segments, it is clear that the challenge occurs where customers were not usingBlackberry services to activate high-value data plans.Due to the release of its newest Z series phones and operating systems, the target audience includes userswho are younger or are under the age of thirty-five (35).The main media objective for this campaign is to reach the largest number of consumers around the U.Sand Canada, for sure being based out in Canada the biggest number of Canadians who are mostlyBlackberry’s Target Market. Create a buzz about the brand and awareness is fundamental for thecampaign too.Blackberry users are always connected, so that’s why social media platforms are a big part of thecampaign. Twitter, Facebook, Instagram and YouTube will be used and all connected with commonhashtags, so the same content can be shared in different ways. As social media is always on and alwayschanging, the campaign will be there during the whole 6-months period but with different approachesduring the different phases.To make a budget there will be a large amount of money that will have to be placed for such a event to puttheir new products out there. I use to have a blackberry years ago and liked them very much. But goingwith the times and touch screen being the new thing people fell out the blackberry spotlight. Now with thenew Z series that is going to change the whole picture. They have their phones that are just like androidsbut with the power of the blackberry operation system.For television, Canadian TV was considered as the best option because it will be possible to reach almostall the country and because of audience levels. For TV the “News” programs are the best option, it mustbe during the night period and only week days always between 8pm and 10pm.All the information about the target market is inside the “Background” session of this report. The TVshow will always depend on the specific region but it is possible to keep the same schedule and time foreach part of the country. It will be very expensive, but Blackberry is a well-known company and thecampaign is national, so the entire country should be reached.For the final part, the event, only local TV in the 10 selected cities will be used. For the newspapers, theywill be selected by region and will be the following ones:Toronto – Toronto StarMontreal – Montreal GazzeteQuebec City – Le Journal de QuébecOttawa – Ottawa CitizenVancouver – Vancouver SunEdmonton – Edmonton SunCalgary – Calgary HeraldWinnipeg – Winnipeg SunHalifax – The ChronicleThese newspapers were selected because of its importance in the area and in the whole CanadianScenario. The ads will go twice a week in a quarter of page and printed in color not black and white.Billboards are a cheap, good and an excellent way to promote the big event that will happen during theCanada Day. They will be in the greater area of the 10 cities and will be in the period of two weeks beforethe event until the event day. Basic information about the event and inviting all the population will be inthe billboard and also the snapshots of the campaign. The number of billboards in each city will dependon the size of the city and locations available, but a minimum of 10 is required per city and a maximum of20.Radio will only be used in the final part of the 6-month campaign to promote the event. So radio stationsthat cover the greater area of each city will be necessary. As it is a cheap way to promote the event, theplan is to have the announcement in the radio repeated many times a day including the rush hours (periodwhere people are in transit and probably listening radios in their cars) during the two weeks before theevent.. The population will be reached and also the target market (“prosumers”) because according to theresearch this kind of people usually drive their own cars. Radio stations selected are:Toronto – CHUMMontreal – Virgin RadioQuebec City – 107.5 RougeOttawa – Majic 100Vancouver – The Beat 94.5Edmonton – 104.9 Virgin RadioCalgary – 101.5 Kool FM Winnipeg – 103.1 Virgin RadioHalifax – 101.3 the BOUNCESo for the two weeks period for the radio promotion the first week will be less “heavy”(less repetitions ofthe ad) and the second one (the week before the event) will have more repetitions.First week – 10 times a day (3 times during morning rush period, 3 times lunch and early afternoon and 4times evening rush time and beginning of night)Second week – 22 times a day (same schedule for the first week plus more repetitions during otherperiods that are not part of the “rush” hours)For the online Campaign, Social Media will play a huge role and also the official website. Twitter(average of 15 tweets a day), Facebook (3 to 4 posts a day) and Instagram (2 to 3 photos a day and duringthe event period this number will be higher) will be used all the time during the 4 phases, YouTube will beused to post the videos with Mr. Gosling and the videos of the winners.The official website will also show the campaign but it will have an important role: all the guidelines andrules for the contests will be there and also any request or question about the contests will be clarifiedthere.Advertising BudgetEVENT – $2,000,000 – The final part of the campaign is the big event in 10 Canadian cities and thebudget for each event is 200,000 and all together it will be 2 million. The budget for each individual eventwill include:$45,000 – Local attractions (bands, performers, artists)$60,000 – Infrastructure: venue (park) rental, stage, illumination, trucks for theBlackberry products, tents, sound system, decoration, tables, chairs, and all other things that are necessaryfor the infrastructure of the event.$25,000 – Staff, including security.$10,000 – Customized “Blackberry” gifts for everybody.$10,000 – Food: blackberry juice, blackberry ice cream and blackberry cupcakes for everybody that visitthe event.$15,000 – Print Media: banners and folders.$20,000 – Fireworks$15,000 – Insurance and Legal requirements.Celebrity – Ryan Gosling – $2,000,000, he must be available for:3 short videos, one for each phase of the campaign (they can all be filmed in one day or two)1 photo shooting session (pictures will be used for the entire campaign and the session can be donetogether with the videos)Voice record for the radio announcementsMeet & Greet with the winners of the “Ambassador Campaign”Use of name and image during the 6 months campaignTelevision Commercials – CTV (for all Canada) – $ 3,000,000, includes:30 seconds-ad repeated during the “News” shows from Monday to Friday between 8pm and 10pmRepeated 2 to 3 times a dayDuring the entire sixth months campaignNewspapers – $500,000 for all 10 newspapers, an average of $50,000 for each one, which includes:2 repetitions a day (week day and Sunday) – pictures of the print ads will be changed every week.¼ page in colorsTwo weeks before the event with 4 repetitions per week and a full page ad.Transit Advertising/Billboards – $500,000 for all 10 cities, an average of $50,000 for each one, whichincludes:4 weeks for billboards and transit advertising before the eventTransit advertising on popular transit lines and subway/bus stationsAround 6 billboard units per city (it will all depend on availability and price, some cities might have moreunits than others)Radio – $200,000 for all 10 cities, $20,000 for each.2 weeks before the big event30 seconds ad with Ryan voice and inventing for the big eventRepetitions during the rush hoursContests ($ for prizes) – $150,000Prizes for the first phases of the campaignTrip for the winners of the Blackberry AmbassadorsOther costs (locations, staff, design, print and all thestructure necessary for the filming and photo shootingsessions) – $100,000TOTAL BUDGET = $ 8,450,000 million FInternet Marketing PlanSocial media is the biggest thing this day in age. Facebook, Twitter, Instagram, Snapchat and so manymore social media site are out there to spread the word on what is going on. Blackberry has used thesetools to launch their new products out there like. The pictures below.For the last few years blackberry has been hard on developing a plan to better their business, ever sincethe android and apple war begun. Their biggest obstacle was to reach the younger crowd and wind theretrust that they will be just as good as the others have been.Blackberry users are always connected, so that’s why social media platforms are going to be a big part ofthe campaign. Twitter, Facebook, Instagram and YouTube will be used and all connected with commonhashtags, so the same content can be shared in different ways. As social media is always on and alwayschanging, the campaign will be there during the whole 6-months period but with different approachesduring the different phases.The main objectives of the Internet and direct media part of the IMC campaign for Blackberry are:Make Consumers proud of the company they have chosen and spread the word about how thecompany is important for the economy of the country. Recent data from the Huffington Postwebsite shows that Canadians like Blackberry less than the rest of the world.Reach the Canadian population but mainly the Canadians who are part of the target market of thecompany. In 2013, according to the Global News, Blackberry defined its target market as the“enterprise customers and so-called “pro-sumers.” (Oliveira, Global News, 2013) The “prosumer” concept refers to young people (25-40 years) who are professional users of mobilecommunication devices and prefer to use these devices to make effective use of innovativeapplications software.A short video with Ryan Gosling (Canadian from London, ON) highlighting many reasons whyBlackberry is proud of being Canadian. A video with inspiring images and a few words will alsomake a great impact with the use of Mr. Gosling’s voice and in the end,he will show up in thescreen with a Blackberry smartphone and proclaim, “I am proud to be Canadian!”The reasons for the company to be proud include: a multicultural country, country with the best reputationin the world, one of the best education systems in the world, beautiful nature, growing economy, andmany other reasons that can be explored.Once the video is ready, it will be posted on the official website and in the official YouTube channel.Furthermore, links will be posted on the Twitter page and Facebook page. Some snapshots of the videowill be posted on Instagram with the hashtags #ILoveCanada #ILoveBlackberry and#BlackberrylovesCanada (which will be used on Twitter too) and people will also be asked to postpictures which capture the moments which express the reasons why they love Canada. The winners willreceive Blackberry devices and free services.The same pictures and snapshots together with the Blackberry logo and the hashtags will run twice aweek (one week day and one weekend day) to the main newspapers in 10 selected Canadian cities:Toronto, Montreal, Ottawa, Quebec City, Winnipeg, Vancouver, Calgary, Edmonton, Halifax andHamilton. These cities were selected because of their population, importance, location and economy.Direct Marketing PlanProportion of media usedper dayPrint Media; 8%Radio; 15%Others; 2%Internet; 40%T V; 35%91% of the population are Internet users86% of Internet users are social network users84% of Internet users are online video viewers62% of mobile phone users are mobile Internet usersStrategyPhone Bill • Current users consider upgrading their phones when their carrier contracts are ending• Let current users to be aware of the launch of BlackBerry Z Series and encourage them toupgrade• Introduce the new features of BlackBerry•Email –• Current users have high loyalty and want to know the latest information about BlackBerry• Let current users to be aware of the launch of BlackBerry Z Series and encourage them toupgrade• Introduce the new features of BlackBerryMagazines –• 71% of young professionals read print magazines• Introduce the features of BBZ Series•Increase brand awarenessBusiness magazines• Female Magazine (ex)• Elle• Marie Claire• Male Magazine (ex)• GQ• Sport IllustratedNewspapers • 66% of young professionals read print newspapers• Introduce the features of BlackBerry• Increase brand awareness• Type of sources:• USA Today• Wall Street Journal• WSJ Sunday• New York Times• Los Angeles Times• LA Times Sunday• Washington Post NewsRadio • Young professionals are listening to over the air radio and internet radio on their way to workduring their long drives• Let young professionals be aware of the launch of BlackBerry Z Series and associate thephone with balance between business and pleasure• National radio sponsorship• Sponsor NPR News• Audience: Young professionals• Timing:• Morning drive times (6-10a.m.)• Afternoon drive times (3-7p.m.)Airport Billboard –• Free Wi-Fi was one of the most common customer comments they have received• Objective for free Wi-Fi• Improve BB brand image & brand attitude• Reminder of BlackBerrySales PromotionFor the objective of the sales promotion plan this is more aimed towards the people they’relooking to save money by using coupons, discount codes, and other sorts of items I’ll take a certainpercentage of off of items. We are going to want to be sending out more of these coupons try to get morepeople in this door whether the actual physical store or through our online website and catalog.Throughout the year will be having different sales and promotions and some will include Black Friday,Easter, Christmas, New Year’s, and super bowl sales. The research and analysis of past markets we areable to understand that with promotions during these times sales dramatically increase. This is similar tothe Internet marketing and direct marketing segment seeing how we will be both e-mailing and physicallysending newsletters to the people that have signed up for the service, we will also be adding this into ourweekly and monthly newsletters that are available for pickup at any local store across the nation. Alongwith our normal newsletters that we have organized a special want they’ll give the people their blackberryloyalty reward customers a special 40% off any item in the store two times a year. By doing this we arenot be able to draw more people in both landline and in the physical store to help increase sales for thefiscal year outperformed the previous years.Budget:For the sales promotion plan that we’re going to create there will be a total of $150,000 allocatedtowards this for an annual year. This will give us enough money to print up all of the brochuresnewsletters and other equipment to have a successful sales promotion. With brochures and newsletterscosting anywhere from $.50 to two dollars to make we will have more than enough money that isallocated to the sales and promotion to let us see positive figures in return after the first annual year. Allthe models that we will be discounting will mostly be the Tablets, Older BB Phones (Bold, Curve,

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