CAP 315 Presentation

Coleman Re-BrandingTJBA Advertising Agency

Brand Overview Founded in 1905 Became popular when

Coleman created the new 300 candlepower lantern

To help in times of war, they created a stove that was portable and could under many conditions

Also created the cooler we are familiar with today

Has become a part of everyday outdoor activities

Objectives

During 2016:

Increase product awareness among young adults by 10%

Increase market share by 2.5% Increase social media followership:

-Facebook: from 206,000 to 300,000

-Twitter: from 10,000 to 75,000-Instagram: from 1,000 to 50,000

Males and females ages 18-24

Like camping Like the great outdoors Want to recreate memories

as a child of camping with their family

Target Audience

Big Idea

“Unplug”

Minimize the use of electronic devices in college students, in order for them to live in the moment and show them what Coleman has to offer

Will incorporate some electronic use in order to create awareness of the brand, as well as connecting with their consumers

News Release

Informs the public of new products and events for the upcoming 2016 year

Will discuss the new direction for Colemans target market

Talk about Coleman's Arbor Day event Explain the Coleman Concert Series Describe the new contests and

sweepstakes

Coleman Concert Series Will be held in 5 select locations in each region

of the US:-New York, Syracuse University-Arizona, Arizona State University-Michigan, Michigan State

University-Florida, University of Central

Florida-???

Weekend camping event for college students Concert held on the Friday night of the event Event focuses on “unplugging” from electronic

devices The 5th location will be determined by the

social media contest-#UnplugGVSULakers, #UnplugMSUSpartans, #UnplugUMWolverines

Contest

Monthly photo contest Picture is posted on social media platforms Have to “like” Coleman’s Facebook page Each post on different social media platform

earns the individual an extra entry Prizes includes a variety of Coleman gear

-Tents-Chairs-Coolers

Campus Life Night Booth

Coleman booth will be set up with representatives from the company

Will hand out coupons for 10% off their next Coleman purchase

Clean Up With Coleman

Create awareness for Arbor Day and Coleman

Will plant a tree for each social media post with the hashtag #Unplug

Story Board

Billboard

Timeline