Advertising/Branding/Marketing

THE MAGNIFICENT 7

Large enough to serve,

small enough to care

• Marketing Analysis• Advertising Plans• Creative Strategies• Advertising Executions• Media Plans• Billing and Payment Processing• Integrated Marketing

Communications

75 years of offering our clients these 7 valued services

• Chucks Natural Foods• The Scooter Store• Bed, Bath, and Beyond• The Humane Society• Snow Drift Farms• Sweet Tomatoes• Safety Harbor Resort and Spa

Our satisfied clients include

KOMFORT KITTIESis a small, unique, earth-friendly company offering hand-crafted, whimsical, soothing "Hot/Cold Packs" for a safe, therapeutic experience. Its loving philosophy is based on human respect and environmental consideration.

The hot/cold packs come in several all-natural configurations:

Cats & Kitties, Dogs & PuppiesHearts, Owls, & Specialty items

About our potential client, Komfort Kitties

Would make purr-fect partners

We believe Komfort Kitties and the Magnificent 7

So we’re readyTo build their brand equity

By offering our client the most…

• Mission: Create a brand image that conveys the proper message and builds brand equity

• Objective: Increase market share by highlighting our client’s brand superiority versus its competition

• Strategy: Implement a push-campaign targeting potential distributers, while simultaneously running a pull-campaign targeting consumers

• Tactic: Potential distributers will include specific retail, health, and service centers.

For consumers, specific media vehicles will target primary and secondary audiences

THE M.O.S.T

That conveys the right message.

Advertising Mission: Create a Brand

We love kitties, BUT……..

Some days you have to take the cat off your head

The “Komfort Kitties” brand addresses too narrow a client base

Boo-boo?

He needs a Comfort-Pack

Cold feet?

They need a Comfort-Pack

Aching back?

He needs a Comfort-Pack

Labor to do?

She needs lots of Comfort-Packs

No matter how your audience defines a “comfort” pack

We want them to think:

COMFORT-PACK

Marketing Objective:

Increase Market share over the competition

Electric heating pads

Old fashioned mechanicals

Topical chemicals

The Comfort Packis

Simply Superior

• The all natural heating-pad alternative• Requires no electrical connection• They’re Reusable• Handmade in the U.S.A.• Available in several shapes and sizes• Freezes in one hour• Microwaves in two minutes

Strategy: Two campaigns, Two Strategies.

• Push Campaign: Directed towards potential distributors of Comfort Packs that demonstrates the benefits and rewards of offering an all-natural product to consumers

• Pull Campaign: Directed towards consumers within the primary and secondary target audiences by way of various media vehicles that best represent those markets

Push Campaign Strategy:The benefits of offering Comfort Packs

to your customers

• Increase your profits $$$• Offer consumers a unique product• Participate in Co-Op Advertising• Participate in PR events• Greater exposure for your company• No conflict of interest• Create raving fans (repeat

customers)

Push Campaign Tactic:Potential Distributers and Retailers

• Wellness Centers• Health Spas• Chiropractors• Medical Supply Stores• Fitness Centers• Day Spas• Acupuncture Clinics

Push it, push it good

Pull Campaign Strategy: Know your target,

target your audience

• Primary Target audience:Women, Baby-boomers (born 1946 – 1964)

We believe the brand name, Comfort-Pack will convey the right message to the main target group, women.

• Secondary Target Audience:Men of the same age

We believe the Comfort-Pack will be an attractive alternative to electric heating pads for the aging baby-boomer population.

Pull Campaign Tactic:Advertise in various affordable media vehicles that

target a specific audience

• Tampa Bay Wellness magazine • Tampa Bay Women Newspaper• Twitter• Interactive Website• Facebook• Gulf Coast Family Newspaper• Senior Connection Newspaper

Pull, pull it hard

Evaluate

Finally, using quantitative data our

professional team will evaluate your campaign.

We will find out what worked best, so

your next campaign will be an even greater success.

In the meantime, we encourage you

To Play Often

Play Fair

And when you’ve played

too hard

It’s time for a Comfort-Pack

The End

TEAM MAGNIFICENT 7

Ron AlgoodAlexandra Cymbaluk

Matthew FaubertStacia Finger

Teannah SingletonKrista West