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Agency Team
Amanda Callahan, Strategic PlannerCarla Hollingsworth, Production ManagerSebastien Klein, Senior Art Director Mandy Yan Liu, Media PlannerJessica Perrone, Market Research SpecialistSanam Petri, Senior CopywriterTalli Pinhasi, Creative DirectorShondra Temple, Account Director
Situation Analysis
What is E-Waste?“Electronic equipment that is no longer useful as originally intended, but can be reused or recycled into a new product.”
Who is involved?CountriesCompaniesOrganizations
Agency Team
Recycling properly will reduce the amount of toxins going into the environmentPreventing future generations from having to deal with this problemReusing electronics is more economical and affordableGlobal problem, everyone has to work together
Agency Team
Ignorance regarding the E-Waste problemHard to measure if E-Waste is being “properly recycled” or just dumpedTechnology is being updated at a rapid ratePossible theft of hard drives and personal information when computers are being recycled or reused
Agency Team
Will generate thousands of new jobs in various sectorsEngineers and manufacturers will have a new project to work on, e.g. finding a way to make environmentally friendly electronicsThe U.S. has the capability to influence actions of other countriesCompanies who participate in e-cycling will be helping the environment, as well getting good PR
Agency Team
Regulations of environmental and labor laws in other countries cannot be enforced, causing harm to workers’health and environmentConsumers always want the latest or newest modelManufacturers will always want to make money and will continue to put out new electronics
Market Selection
Lobby for new lawsJoin influential organizationsPurchase decisionsBuyer behaviorJoin influential organizations
Consumers
Lobby for lawsDonate to campaignsProduce products brought to market
CompaniesPass lawsEnforce laws Manage international laws and groups
Government
Are you aware of E-Waste? No
Media Habits:What types of media to you use?TV, Radio, Online, & MagazinesHow often do you use each medium? DailyAny specific networks or publications? MTV, FOX, Teen People, Sports Illustrated, KISS Radio
Types of Electronics Used:Desktop computer, cell phone, iPod, HDTV & digital camera
Kyle
Are you aware of E-Waste? No
Media Habits:What types of media to you use?TV, Radio, Online, Magazine, NewspaperHow often do you use each medium? DailyAny specific networks or publications?FOX, U.S. Weekly, WB, NBC, ABC, local newspapers, XM radio
Types of Electronics Used:Laptop, PC, cell phone, iPod, HDTV, Blackberry, digital camera & stereo
Mark
Are you aware of E-Waste? No
Media Habits:What types of media to you use?TV, Internet, and sometimes magazinesHow often do you use each medium? DailyAny specific networks or publications?ESPN, US Weekly, EBay, specific television shows
Types of Electronics Used:Laptop, PC, cell phone, iPod, HDTV, TIVO & digital camera
Wendy
Create awareness of the E-Waste problemAid stakeholders in finding a solution Generate word of mouth buzz Leverage consumer insights to ensure communicationis relevantEnsure that communication is interesting and innovative Gain prominence in the minds of the consumer
Multimedia, yearlong campaign (Jan-Dec 2007) Employ crime as a metaphor to generate awarenessUse the “Save a Life” tag line and start button logo for consistencyMedia flights capitalize on periods when consumers purchase electronicsUtilize a variety of media vehicles (TV, Print, Onlineand Guerilla)
Creative Solutions
To reach 60% of the defined target market with a frequency of 4 times with the E-Waste messageTo geographically encompass the USA with heavy-up communication in key metropolitan areasTo ensure that media waste is limited and budgets are utilized to their utmost potentialTo capitalize on new and innovative grassroots and experiential media vehicles
Use traditional media for reachUse grassroots and experiential media for frequency and relevanceGenerate word-of-mouth buzz among peer groupsEnsure media is appropriate for the integrity of the messageReach consumers at the ideal time to consume the messageMinimize media waste
Media Plan
Print 39%
Online26%
Guerrilla2% TV
33%
TelevsionPrintOnline Guerrilla
Percentage of budget allocated to each medium:
Budget
Total = $12,333,000
$2,733,000Online$132,000Guerilla
$4,054,000Print$3,413,000Television
$75,000Online$125,000Guerilla
$100,000Website Development
$200,000Print$1,500,000Television
Production Budget Media Budget
Utilize primary research to determine the level of E-Waste awareness during and after the campaignTrack the number of website hits Monitor the website pages visited by unique visitors Monitor the locations of website visitors (by zip code)Record the number of attendees at eventsRecord the number of participants in online contestsSurvey other stakeholders, such as the government, to determine if consumers are leveraging their influence
Voiceover easy to change languageVariety of ethnic groups representedAlley is not country specific
Use of product images, not peopleEasily translatable
TV
Web site
Experiential/ Guerilla Media
US based but easily adaptable
Events can be executed in other cultures, etc.
Conclusion
Prepare creative for launch in additional global marketsAnalyze the results from post campaign primary researchDetermine objectives and strategy for 2008 E-Waste campaign
