CEA, IIPI, PMDA INDUSTRY CAMPAIGN Inspiring Gen X / Gen Y moms to invest in quality photo capture and meaningful print products. Revised April 2015.

CEA, IIPI, PMDA

INDUSTRY CAMPAIGN

Inspiring Gen X / Gen Y moms to invest in quality photo capture and

meaningful print products.

Revised April 2015

WHY DO WE NEED AN

INDUSTRY CAMPAIGN?Our goal is to tap trends of mass photo-taking to build love of quality photo-taking and printing. (Turn trends of missed shots, blurry photos, and file-and-forget into opportunity.)

¨ The Consumer Electronics Association (CEA)®, Innovations in Photo-imaging (IIPI) and Photography Manufacturers and Distributors of America (PMDA) joined forces after witnessing several years of declining sales in categories and less than hoped-for growth in creative print products.

¨ Research shows that while consumers are taking more and sharing more photos than ever and most wish they could enjoy their photos more by taking better photos and creating tangible printed products.

THE

CAMPAIGN GOALInspire Gen X / Gen Y moms to invest more in camera accessories and cameras and print more photo products.

¨ Moms want to take better photos. The campaign will remind the target audiences that they can take better photos and make the links between better photos and camera features and accessories.

¨ Moms love printed products but get too busy to remember to make/order them. The campaign will remind audiences that they enjoy photo products and show them easy options.

¨ Education and communications can create a new behavioral norm ~ tapping the desire that moms have to take better photos and physically hold on to them.

MORE ABOUT THE

TARGET AUDIENCEGen X / Gen Y moms generally have a strong desire to capture the crazy highlights of their children’s lives with better photos and creative print products.

¨ Children and family are strong drivers for investments in cameras, accessories, better photos and print products.

¨ Target moms have disposable income for both capture and output.

CAMPAIGN

THEME for MOMS

Life is Crazy: Hold on to the Highlights

INSPIRE

MOMSLife is Crazy: Hold on to the Highlights This theme taps moms’ feeling that life is racing by. The campaign reminds them that they need to stop, enjoy, capture, and hold on to the wonderful (crazy) moments of their lives (their children’s lives).

Use this theme with visuals to inspire moms to think “I want photos like THAT of my child! I’ve got to get this done! How?!”

TABLE OF

CONTENTS

¨ Purpose of Digital Toolkit¨ How Members Can Use Messages and Art¨ Tools

¨ Key Messages¨ Poster¨ Web Images¨ Web Ads¨ Seasonal Assets¨ Extend the Campaign/Change the Audience¨ 3 Steps to Great Photos (Education)¨ Social Media Ideas¨ Sample Social Media Posts

¨ Contact

PURPOSE OF THIS

DIGITAL TOOLKITThis kit provides messages and images to use to educate retail sales associates and to add into your consumer education materials.

¨ In addition to key messages, the kit contains art files for a poster, several Web ads, Web images that can be dropped into content sites, and some limited content to educate Gen X / Gen Y moms about what features they need to take better photos and hold on to them with meaningful printed products.

¨ Art files can be found on the Digital Imaging page of CE.org.

HOW MEMBER COMPANIES CAN

USE THESE MESSAGES + ART

¨ Educate consumers: Content teams can use images, Web ads, and content for online consumer education materials. Web ads can link to your own products.

¨ Encourage education in retail channels: Messages can be used to train retail sales staff to interact with consumers in simple terms.

¨ Create conversation through social media: Use social media posts in existing channels to educate consumers about how your products help them take better photos and hold on to the highlights.

NOW, THE

MESSAGES

With the campaign theme, you’ve caught attention. Now educate moms.

KEY

MESSAGESLife is Crazy: Hold on to the Highlights (Inspire with the campaign theme through visuals. Now educate and tell the story with these key messages.)

¨ Capture the crazy: take better photos. With the right camera features, accessories, and a little know-how, it’s easy to take better photos.

¨ Do more with your photos. Hold on to life’s highlights with creative print products. Capture. Create. Enjoy.

¨ Hold on to life’s highlights. It’s easy!

CAMPAIGN LOGOSThese industry logos can be used collectively to establish the umbrella positioning about digital photo capture and output. The logo can be integrated or used by itself to reinforce the overall campaign messaging.

These files are available in .eps format and can be found on the Digital Imaging page of CE.org.

INTEGRATED MESSAGE PLATFORM

“THE STORY”There are the moments that you plan for, and the ones that you don’t… Life can go from calm to crazy in an instant. Do you have a camera that’s ready for the action?

Taking good photos is about much more than just megapixels. The best photos come from using the right camera features and accessories at the right time. With a little know-how, it’s easy to capture the moments you want to hold on to.

SUPPORTING POINTS (EDUCATION on CAMERA FEATURES)¨ Optical zoom lenses can help you capture more images. An optical zoom lens can get you 10x closer to the action, so you

can capture crazy moments that other lenses miss. ¨ Larger sensors capture MORE LIGHT. That means superior image quality, great color differentiation and fewer grainy

shots.¨ Faster shutter speed capture ACTION WITHOUT THE BLUR, so you don’t miss key moments.¨ A powerful flash with range will consistently give you bright and balanced images. At night, AND as a tool to block out

competing light in the brightest situations (soccer games with the sun behind your child!).

Get the can’t-miss shots – and clips – you want to remember forever.

SUPPORTING POINTS (EDUCATION on USE)To capture these shots, consider these features:¨ Kids in action! – fast shutter speed and a good optical zoom lens¨ Rich color and sharp images! – good optical zoom lens and sensor¨ Catching fireflies and Halloween scares: night shots! – good optical zoom lens and flash¨ Twinkling eyes and other extreme close-ups – interchangeable lenses¨ Movies and clips to watch life unfold – video capability

INTEGRATED MESSAGE PLATFORM

“THE STORY”Once you have a great shot, print it! From large scale prints of birthdays, to a daily reminder of the winning goal, to holiday t-shirts for the whole family, do more with your photos. There are more options than ever!  

Hold on to life’s highlights. It’s easy and worth it.

SUPPORTING POINTS (EDUCATION ON PRINTING)Top five photo products every mother needs¨ Large scale canvas of a sweet smile – surround yourself with life’s best moments.¨ Photo book of each event – re-live the fun!¨ Set of mugs with your craziest photo – start your day out with a smile!¨ Framed portrait of your favorite photo – try a funky frame to dress it up.¨ Photo blanket of the family vacation – personalized design for the living room.

THE ART + CONTENT

TOOLS

You’ll now find art you may use + some content for digital channels.

USE

WEB ADSThese three panels are animated into a 3-panel rotating ad in the art file folder.

Use this on your site or in an email side-column.

USE

WEB ADSThese three panels are animated into a 3-panel rotating ad in the art file folder.

Use this on your site or in an email side-column.

USE

WEB ADSThis two 300X300 panels are joined in a 2-panel animation in the art file folder found on the Digital Imaging page of CE.org.

Use these ads on your site in standard ad slots or add into an email.

USE

WEB ADSThese two 300X300 ads have text-build animations.

Use these ads on your site in standard ad slots or add into an email.

USE THE NEXT SET OF SUBMESSAGE ART

TO INSPIRE

USE MATERIALS WITH OR WITHOUT

YOUR LOGOAll art files include options to place your logo or to use with association logos only. For simplicity, only one version of each piece is shown in this toolkit.

USE

WEB IMAGESPost on social media encouraging feedback; drop into consumer education content; send to mom-bloggers; add to your site and link to your related products..

USE

WEB IMAGESPost on social media encouraging feedback; drop into consumer education content; send to mom-bloggers; add to your site and link to your related products..

CAMPAIGN

THEME CAN EXPAND…

Life is “_______”: Hold on to the Highlights

Depending on the season, audience, etc.

Life is “______”: Hold on to the HighlightsFOR OTHER SEASONS, AUDIENCES, ETC.

Here are examples of extending the campaign for specific seasons, i.e., spring, winter and holiday.

Here’s an example of extending the campaign to summer and active lifestyle consumers.

Life is Magical:Hold on to the Highlights

Life is Crazy: Hold on to the Highlights

Life is “______”: Hold on to the HighlightsFOR OTHER SEASONS, AUDIENCES, ETC.

Here’s an example extending the campaign to college-bound students (millennials).

Here’s an example of extending the campaign to grandparents.

These two examples are not included in art files. Illustrative only, no image rights.

Life is Cool:Hold on to the Highlights

Life is Amazing: Hold on to the Highlights

SEASONAL

WEB ADSThese panels were created with a spring/summer focus and can be used on your site or in an email side-column.

Your company logo can be added if you wish.

SEASONAL

WEB ADSThese panels were created with a spring/summer focus and can be used on your site or in an email side-column. The message has also been expanded to “Life is Magical.”

Your company logo can be added if you wish.

SEASONAL

POSTERSThese posters were created with a holiday and spring/summer focus and can be used in print OR in any Web channel as a .jpg.

SEASONAL

WEB ADSThese banner Web ads were created with a Holiday focus and can be used on your site or in an email header.

THE NEXT SLIDES

PROVIDE CONTENT

TAKE CAMPAIGN TO RETAILERS + THROUGH YOUR DIGITAL CHANNELS

TO EDUCATE CONSUMERS

USE THIS TOOL AS EDUCATIONAL CONTENT

3 STEPS TO GREAT PHOTOSCreating Consumer AwarenessThis tool bridges consumer education and the campaign. The tool is branded with campaign language but fits into any and all current messaging. The tool ties together the process of taking good pictures, sharing, printing, and storing into one process.

Use the tool in consumer education posts or at retail to help guide consumers in selecting cameras and printers that are right for them.Images follow on next slide.

USE TO

EDUCATE This tool is a high-level summary that can be used to make certain consumers understand the process for capturing life’s highlight (from capture and print perspective). Include in consumer education posts; use in ePR by sending to mom-bloggers; in retail to help guide consumers in selecting cameras and printers that are right for them.

STEP 1:

CAMERAFEATURES This guides retail teams or consumers through the steps of considering most important camera features moms need.

Manufacturers and retailers can add accessories into the tool.

STEP 2:

WHATFEATURESMEAN This step helps consumers understand what features mean.

Manufacturers and retailers can add accessories into the tool.

STEP 3:

WHATELSE TO CONSIDERThis step helps consumers understand that sharing, printing, and storing is part of the process of capturing life’s crazy highlights.

TAKEGREATPICTURES.COMVisit www.takegreatpictures.com to view campaign assets and tools.

SAMPLE SOCIAL MEDIA POSTS

FACEBOOKLife is CRAZY; capture your crazy memories and enjoy them more with 3 easy steps for taking better photos. Check it out now! www.websiteURL.com Life is CRAZY; do MORE with your crazy images – from large scale photos to printed blankets, check out the most creative print products here: www.websiteURL.com

Life is CRAZY: 500+ million photos taken a day, but Americans say they’re still missing best shots. Learn to take better photos and enjoy them more at www.websiteURL.com

Life is CRAZY; don’t miss another crazy wonderful moment of your child’s life – learn to take better action shots and to hold on to the highlights with cool printed products for the home. Check it out now! www.websiteURL.com

Life is CRAZY – don’t let it pass you by. Do more with your photos than file and forget – check out the top 5 photo products!

Life is CRAZY: Capture and hold on to the crazy highlights with just a little know-how. Visit www.websiteURL.com to capture action, night, portrait and distant shots – and then print them for a lifetime of enjoyment!

SAMPLE SOCIAL MEDIA POSTS

FACEBOOK“Capture” Theme:

Life is CRAZY. Are you ready to capture the crazy this spring? Check out the most important camera features for capturing the season! www.websiteURL.com

Life is Crazy. Don’t miss another crazy wonderful moment of life – learn to take better action shots. Check it out now!  www.websiteURL.com

Two billion photos taken per day, but research says we’re missing the best ones. Learn to capture the crazy of life: take better photos and enjoy them more at  www.websiteURL.com.  How will you capture life’s action this spring? Check out the most important camera features for capturing the season? Are your ready to capture the craziest moments of your spring and summer breaks? Don’t miss another great vacation. Print life’s highlights!  

SAMPLE SOCIAL MEDIA POSTS

FACEBOOK“Output” Theme:

What’s the coolest print product you’ve ever seen?   Life is CRAZY – don’t let it pass you by. Do more with your photos than file and forget – check out these 5 MUST-HAVE photo products for this spring! www.websiteURL.com  Do MORE with life’s memories – from large scale photos to printed picnic blankets of spring break and graduations, check out the most creative print products! www.websiteURL.com  Photo products make perfect gifts for__________________ (Birthdays, Mother’s Day, Graduation, Father’s Day, etc.). Hold onto life’s highlights, print more!  

SAMPLE SOCIAL MEDIA POSTS

TWITTERLife is Crazy: Capture the Crazy. Take better photos in <current year>! 3 easy steps at URL.

Top 5 creative print products every parent should have in <current year>. Check out URL. Life is Crazy: Do you file and forget your photos? Or print and love? Check out URL.

500+million photos taken a day, but how many are blurry? Take better photos #HANDLE

(Conversation generator) Printed photo books versus online photo album: what are the pros and cons?

(Product focused) Check out large scale photos wrapped in corner frame – available at URL!

MORE INFORMATION

CONTACTS

Karly [email protected]

Don [email protected]

Mark [email protected]

CEAIIPIPMDA For questions on art files, you may contact [email protected].