REMBERT ADVERTISING CO.

William RembertFinal presentation

Objectives Our objective is to create a comprehensive advertisement

campaign for “Lockdown Security co.” a Detroit based security company . We want our campaign to help our employers (Lockdown security co.)

○ Increase profit○ Decrease criminal activity in the area○ Get enough new customers to expand and become more national that local.○ we will use research and appeal to fear as an emotional advertising tool

Mission statement for “Lockdown security co.” Lockdown Security co. is here to create a safer and build neighborhoods not just

for the right now, but turn your house into a home where you children's children can grow old from generation to generation.

Situation Analysis The Company

Rembert Advertising Co.○ Employed by Lockdown Security co.

The Industry The industry we are performing in is the

industry of home security an industry that will forever have consumers because there is no world with out crime and people will always need peace of mind and security.

Situation Analysis The Problem

The problem is the crime rate in Detroit is so high and we need an alternative to it.

The Solution We have noticed the problem, but now we need to

convince the Local residents that Lockdown Security co. is the best option when it comes to a security company to rely on.

Situation Analysis Competition

The competition that we are the various mainstream security companies such as:○ ADT○ Brinks home security○ Frontpoint ○ Protect America

Situation Analysis Marketing Challenges

Selling the reasons are security system is better than the competitions

Making a cost efficient security system, but not decreasing revenue

Creating a campaign that appeals to the fear and anger of the local residents at first, but then through our employers company get a sense of Happiness or talking away the emotions of fear and anger.

Establish credibility through real life customer stories

Research and Assumptions Using the research we will show our employers target audience Local

Detroit residence why they’re not just any security company , but the necessary security company for Local Detroiters.

Charts, articles, news headlines

Research and Assumptions Credibility is also facts and we give states once again appealing to

the fear and anger with facts: Detroit has been in to top Ten highest murder rate in the U.S for over five

years An article in the Wall street journey published on August 3, 2013 by Carl

Bliak says, “Detroit Police take a response time of 58 minutes, rather than the national average of 11 minutes.”○ This data will show why having our employers (Lockdown Security

Co.) is such a necessity.

Research and Assumption We will then conduct population research to figure out exactly who

and how we are going to target homeowners. With a population of 250,000 in inner city Detroit Age ranges 31.1% of its population is under 18, 9.7% are 18-24, 29.5% are 25-44,

19.3% are 45-64 and 10.4% are 65 or older. In a report by Worldpopulationreview.com

The age of the homeowners in inner city Detroit Ages of homeowners that are the most prevalent is 25-64 when calculated is 48.8%

of the home owners we find what this demographic look to for advertisement to give our employers the best chance to expand instead of ads where people aren't looking.

What these age groups look at for advertising Ages 25-40 make up the an outstanding rate of social media users such as

twitter and instagram While 45 and over are prominent and make up the viewing of the local

news.

Target Audience Through our research we discovered that obviously we wish to appeal to

homeowners but since our employers are a small company they should pick the widest range or percentage of Local Detroit homeowners and get that audience first to raise the awareness of there security systems effectiveness.

We chose homeowners that range from the age of 25-64. The reason this particular age group was so important to target because they make up almost 50% of Detroit homeowners.

After we found that these ages were the homeowners we had to research what forms of media they look to for marketing.

We get our employers to get these homeowners and through constant visual stimulation and seen success the rest of the crop will follow.

Communicative and Media strategies

Communicative strategies Our way to communicate to the people as I said would be through news media

commercials and radio ads in the proper placement when we know the demographic we are looking towards are assumed to be tuned in.

Properly placed ads during the news because of our research on the home owners age groups of 45 and over. Local news to so that when they hear the stories of crimes and then see our employers security system ad right after an unaware stimulus is persuading them before our clients mission statement is even pitched.

A Team that will put fliers on the doorsteps of these communities with our mission statement, Goals, Prices, and testimonials.

Media strategies Make social media profiles on both instagram and twitter

○ These pages will include pictures of happy costumers and of service Local news commercial spots

Tactics (advertising) We will use commercials that show the equipment as far as keypads that

lock the home, the type of security cameras, and the 24/7 People we have at a call center. Images such as :

Tactics (Advertising ) These commercials will be strategically placed in time slots during

the 5pm and 8pm news cast to reach part of our demographics. Ads in the newspapers and their online sites that will detail

Lockdown Security Co. prices, deals, etc. Our social media uses with instagram and twitter will create a

advertisements by showing a social media presence. The reason we chose to have our employer have a social media presence

because it will open up to the younger side of our demographic that we noticed during our research of local Detroit homeowners.

Through twitter and instagram we will follow the younger parameter of our target audience and post rates, success stories, just to raise awareness.

Tactics (Public Relations) Event planning

Rembert advertising co. decided it would be best for Lockdown Security co. to get closer to its local residents by hosting events.

Through event hosting you:○ Show that you are in the community○ Explain the problem and also show why Lockdown Security is a need

Events can range from:○ Food Drives○ Carnivals for Youth○ Basketball tournaments

Budget ParametersParameters % DollarsCommercials (Radio/TV)

20 $40,000

News Paper Ads 10 $20,000

Social Media Team 10 $20,000

Door to Door Team 30 $60,000Event Planning 30 $60,000

*The plan was to make the things Our advertising agency would think would be more efficient take more of the budget. Things such as the door to door team those are foot soldiers and the payment to create the pamphlets being handed out to the local residents. While even planning needed to have an increase in funding because showing a strong presence in the community makes your more relatable than the competition which is a challenge as our employer (Lockdown Security co.) go into competition with these bigger companies.