Laplink

leave nothing behind except the frustration

Advertising Campaign By: Incondite Productions Inc.

Table of Contents

Executive Summary

Situation Analysis

SWOT Analysis

Marketing Objectives

Advertising Objectives

Target Market

Secondary Research

Primary Research

Creative Synopsis

Positioning and Strategy Statements

Big Idea and Tagline

Creative ExecutionCommercial

Banner AdMagazine Ad

Point of PurchaseWebisodes

Media Excution

Media Schedule

Media Placement

Social Media

Public RelationsPromotion Kits

BlogsPress Releases

Promotional Ideas

Budget Breakdown

Short Summary

Agency Pitch

Incondite Production Members

Appendix

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Executive Summary

Laplink is an international business that has specialized in PC connectivity for 25 years. PC mover, their flagship product, offers PC migration software. PCmover now commands 70% of the migration software market in the United States alone and is currently the best sell-ing migration product in the world – outselling its competitors by a margin of 3-to-1. Laplink is wishing to increase traffic to their website as well as sales placed on their website. Laplink is also wishing to get current PCmover users to spread the word, leading to a wider customer base and increased sales. With a budget of $100,000, the “bring everything with you except the frustration” cam-

paign will use various situations and metaphors to explore the benefits that PCmover has to offer to the everyday consumer. The campaign will include a national social media campaign as well as traditional media in spot markets that have a high potential. The main media goal is to in-crease customer loyalty and product awareness. Media objectives include having a reach of 60 and a frequency of 4.0 for the months that the spot campaign will run for a total of 240 GRP’s. This campaign will include multiple promotions which will include promotional codes directing consumers to the Laplink web-site, helping to increase traffic to the website as well as sales. Through the increased use of non-

traditional advertising such as I-pod applications and social media promotions, current users will be more likely to spread the word of what Laplink is offering. Traditional media in spot markets will be used to supplement the non-traditional media creating a national campaign that will increase awareness of PCmover and Laplink.

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Situation Analysis

Product / Client Description:Laplink is a company that has provided PC con-nectivity products to clients all over the world for over 25 years. Of the multiple products current-ly offered by Laplink, PCmover is the company’s flagship product and has gone through multiple upgrades and modifications. PCmover is a software migration product that allows consum-ers to gather specific computer files and trans-fer them to a new personal computer system. Laplink is looking for increased awareness and interest in the PCmover product. The potential customers of Laplink are both the day to day PC users who need to transfer info to a new PC or Mac, as well as businesses or universities

looking to save time and money while transfer-ring old data onto new computers. Laplink’s current goal is to increase traffic to their website and increase online purchases of their PCmover product.

Product / Client History:Laplink has been in business since the early 1980s. With more than 25 years of experience, they have a over 12 different software products including: PCmover, FileMover, Defrag, DiskIm-age, and PCsync. Laplink is backed by over 15 million PC and Mac users worldwide. PCmover is the company’s flagship product and now com-mands 70% of the migration software market in

the U.S. and is currently the best selling com-puter migration software in the world.

Geographic Factors:While the Corporate Headquarters for Laplink is located in Bellevue, Washington, Laplink has developed into a worldwide company. Laplink products can be purchased online as well as in multiple retail stores over the country. With over a billion computer users worldwide who could be interested in software migration products, Laplink has the opportunity to concentrate on multiple geographic markets. Advertising and Promotions:

All about Laplink

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Past advertising has included online banner ads that have had limited success. Mass media such as T.V., newspapers, and billboards have not been as successful and have been costly. Much of the past advertising has been targeted towards a general audience and needs to be targeted more towards a specific audience to be more effective. Email promotions, public rela-tions, and partnering with other software ven-dors have been effective means of advertising Laplink products. The biggest problem Laplink faces is lack of awareness of the PCmover prod-uct. Future advertising will work to produce an increased amount of brand and product aware-ness.

Main Competitors:

Detto Technologies, Zinstall, and SoftRescue are main competitors of Laplink. While Laplink has an edge on their competitors, they want to continue their dominance of the computer migration software market. Detto Technologies has been making and selling computer migration software since 1999. Their premiere product, IntelliMover, combines software and cable technology to transfer files and settings to a new computer. They pride themselves in the speed and preci-sion of their computer migration software. Detto Technologies only sells their software on-line and is priced $10 above Laplink’s PCmover. They have several partnerships with well known companies such as Dell, Gateway, Hewlett-Pack-ard, Toshiba, and Apple. Zinstall has been in the computer

migration software business for 5 years. They sell their software to both Information Tech-nology professionals and general consumers in over 53 countries. On their website, they have several charts comparing features of other com-puter migration software with theirs, including Laplink’s PCmover. Zinstall guarantees a 100% success rate for all their software products and will only charge their customers if the product is successful. SoftRescue is computer migration soft-ware made by Anovasoft. Anovasoft was estab-lished in 2006 and is headquartered in Bergen, Norway. SoftRescue emphasizes that its soft-ware doesn’t have to be babysat, doesn’t require CDs or serial numbers, and doesn’t transfer viruses or spyware to your new computer. SoftRescue is sold at amazon.com, tigerdirect.

Situation Analysis

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com, Bes t Buy, and Intel Business Exchange. This software is also priced $10 above Laplink’s PCmover.

Situation Analysis

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SWOT AnalysisStrengths, Weaknesses, Opportunities and Threats of Laplink:

Laplink has a diverse product line, headed by the award winning PCmover software. PC-mover allows more freedom than the competi-tion by letting customers move not only their files and settings from one computer to another, but also allowing them to move programs and applications. PCmover also offers transfer selec-tivity, allowing the user to select the kind of files they want to transfer. Users have the option of transferring their files, settings, and programs through an online network or a physical cable. These two options give them flexibility when using PCmover.

Strengths: Laplink’s name achieved verb status in the early days of the company because of their popular Laplink cable. Their years of experi-ence allow them to continue to develop products that are useful and relevant in today’s constantly changing computer industry. Strength for Laplink comes in their ability to make products that are user-friendly, flexible, reliable, and memorable.

Weaknesses:One issue that Laplink is currently facing is their name being associated with an out-of-date prod-uct, the Laplink Cable, and not their current line of products. PCmover faces the challenge of

overcoming the less than great reputation that was acquired from its earlier versions. Another weakness is that PCmover could transfer viruses and infected files from one computer to another. A significant weakness Laplink must overcome is their small advertising budget. With only $100,000, Laplink has limited choices for media placement and promotions to create brand and product awareness.

Opportunities:Laplink has the opportunity to increase brand and product awareness and reclaim their old position as an industry leader. The release of Windows 7 gives Laplink the opportunity to

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SWOT Analysismake an impact as people work to update their operating systems. We also suggest that Laplink explore packaging their products with others in software bundles. And lastly, the fact that PCmover is available online gives Laplink a greater opportu-nity and simpler way to increase Laplink’s online revenue.

Threats:Laplink faces threats from a variety of outside sources including Windows Files and Setting Transfer Wizard as well as other soft-ware companies who produce similar products. Aloha Bobs PC Relocator, which is perhaps the most formidable opponent to PCmover, was recently acquired by Microsoft and reemerged

as Windows Easy Transfer Companion. Micro-soft has a business strategy of acquiring small companies and adding their products to their operating system. Although Laplink has been in business for 25 years, it has potential for contin-ued growth, a characteristic Microsoft looks for when acquiring businesses.

Some other similar programs include:• Zinstall XP7 (moves programs files as well as blocking viruses and infected files)• Windows Easy Transfer Companion• Acronis

Another outside threat is hostility carryover from earlier versions of PCmover. Posts like the one below are easy to find in online forums.“Let me be blunt. Microsoft Office programs

with that new activation method do not move like this. Even with software like http://www.laplink.com/pcmover”http://forums.cnet.com/5208-10149_102-0.html?threadID=298869

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Marketing Objectives

1. Increase traffic to Laplink website by 20% in one year.

Laplink has determined the following marketing objectives:

2. Inform target audience about the features and benefits of PCmover and its competitive advantage, leading to a 10% increase in sale in one year.

3. Increase business to business sales by 10% in one year through researching and targeting businesses that can benefit from the PCmover product

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Advertising ObjectivesFrom this campaign for Laplink’s PCmover we hope to achieve the following:

1. Increase awareness of Laplink and PCmover through traditional and non-traditional advertis-ing, promotions, and public relations.

2. Clear up misconceptions about PCmover and other Laplink products.

3. Inform consumers and business profession-als that Laplink has high quality PC software products.

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Target Markets

The convenient consumer is a 30-50 year old adult who makes purchases based on convenience and affordability. They are married with two to three children and have a combined income of approximately $75,000. They bought a desktop two years ago, but due to falling prices they want to replace the old desktop with a new notebook. They primarily use their computer for home banking and word processing. In the past year, they have spent $200 on computer soft-ware. They have wireless internet which they use to research and purchase products, keep track of bank accounts, email, read news, and get health information. The husband is a business profes-

sional with a college degree. Since the economic downturn, he is focused more on providing sta-bility than achieving wealth; therefore, he looks at the affordability of the product based on the price and value before making a decision. He likes to scour the Internet, eBay, and electronic stores for the newest gadgets at the best price. He’s driven to the Internet by the convenience of purchasing an unlimited array of products and having them directly mailed to him. He enjoys playing video games, spending time with the family, exercising outdoors, and maintaining the house. The wife works part-time in business sales with a college degree. She purchases the

family’s groceries at Wal-Mart and clothing at department stores due to the convenience of a one stop shop. Brand loyalty isn’t a huge driving factor for her; it’s simply the habit of purchasing certain products. She keeps track of the family’s finances, so she’s incredibly value-conscious. She always looks for special offers and utilizes cou-pons. In order to determine the value, she re-searches products online and by word-of-mouth. She uses Facebook and Twitter to keep track of her vast social circles. Since she’s busy with work and children, she catches up on all her favorite T.V. shows online. She likes reading books and magazines, spending time with the family, yoga, and getting together with friends.

The Convenient Consumer and Business to Business:

Convenient Consumer:

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Target MarketsBusiness to Business:Business Management Consulting Services-

The U.S. consulting services industry includes about 140,000 establishments including single-location companies and branches of multi-loca-tion companies. The combined annual revenue for consulting services totals about $150 billion. Strategic management consulting accounts for 35% of the revenue, while business strategy and planning accounts for 25%. Large firms offer broad ranges of services while small firms compete by specializing services. Management consultants advise senior and middle managers about the operations or strategic direction of various functions in the client organization such as finance, HR, logistics, marketing, and opera-

tions. Technology plays an important role in consult-ing services. Some general management con-sulting firms have a division, or sister company, that specializes in IT consulting. The two work together to present an “end-to-end” solution for clients. The way consulting services market is often indirect. They often host seminars or par-ticipate in trade shows and use direct mail mate-rials to prospective customers. Personal contacts with prospective clients and repeat business from customers or referrals are important in bring-ing in clients. Many consulting services also use the Internet to attract the attention of potential clients through white papers, case studies, and testimonials.

In order to obtain the business of busi-ness management consulting services, we have to target the business decision makers, the buying center of a company. Although member of the buying center contribute to the buyer decisions within a company, it’s the buyer, the person responsible for dealing with suppliers and plac-ing orders, and deciders, those who have the power to make the final purchase decisions, who ultimately make the purchasing decisions. The buying center consists of experienced pur-chasers who take time to make decisions. Before making purchase decisions, the decider and buy-er obtain as much knowledge and information about the product and industry as the marketer who is selling to them. Rather than impulsively buying products and services, business purchase decisions may take up to weeks, months, or even

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years. Also, when buyers often buy in bulk and demand price breaks for higher order levels. However more than anything else, price is the driving factor in business purchases. If the price is right, businesses will buy.However, to first develop an interest in the product, marketers need to make the business realize their need for the product. Since business management consultants often make person-to-person contact with clients, it’s important for marketers make contact with the buyers and decision makers in the same way. That way, marketers can personally inform the business about their need for the product.

Quick Looks:

• Focused on stability more than wealth• Affordability=price and value• Driven by convenience of purchasing prod-

ucts• Brand loyalty is not a huge driving factor• Value conscience• Researches products

Target Markets

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Secondary Research

Research Objectives:- Determine who owns and purchases comput-ers.- Determine what drives them to make pur-chases.- Understand where they find the find the infor-mation they use to make purchases.- Identify a business-to-business target market.- Discover how people feel about PCmover.- Develop a survey for recent PCmover purchas-es to determine how people are using PCmover.

Key Research:

Who owns and purchase computers?In order to determine potential buyers for PC-mover, we had to determine who owns and pur-chases computers. According to MediaMark, the majority of people who own personal computers are men and women ages 25-54. Furthermore, Mintel reports that one in five 25-54 year-olds plan on purchasing a new PC in the next eigh-teen months. Also, men are more likely to be the main person in charge of PC buying decisions, but 44% of women state they were primarily responsible for computer purchases; therefore, both men and women need to be considered when marketing PCmover. However, while researching the life-

styles of 25-54 year old adults, distinct differ-ences arose in leisure activities, family lifestyle, consumer behavior, and purchasing patterns because of the wide age range. Due to genera-tional differences, we found that 30-50 year-olds have more in common than 25-54 year-olds, so we narrowed down the market accordingly.

What drives them to make purchases?According to American Fact Finder, there are 85.5 million 30-50 year-old adults in the United States. These adults are college educated, family-oriented, hard-working, middle-class citi-zens. They are value-conscious in their shopping habits by seeking out special offers and clipping

Key Research

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Secondary Researchcoupons when needed. They attempt to live within their means and reduce their dependence on credit. Due to being value-conscious, they make purchases based on affordability rather than brand loyalty. They also make purchases based on convenience. They shop at retailers such as Wal-Mart, Target, Costco, and Sam’s Club because of the convenience of a one-stop shop. They also lead in online shopping; 80% of 30-50 year-olds have shopped online. They value free time, so they shop online because it’s less time-consuming and the convenience of shopping at home.

Where do they find the information they use to make purchases?

Adults 30-50 years old find information about products and services on the Internet. They believe that the Internet has changed the way they shop for products and services. In a study conducted by Pew Research, 84% of adults aged 33-44 research products online. Out of that 84%, Mintel reports that out of 2,000 adults surveyed, 60% of 30-50 year-old adults make purchases based on product reviews on websites while 82.5% research products on the sites of retailers and manufacturers. Pew Research re-veals that older adults use the Internet as a tool for information searches and buying products. However, the Internet isn’t their sole source of information; they also rely on word-of-mouth information from family and friends when mak-ing purchasing decisions. If they are referred to a product or service from a family or friend, they

are likely to consider making a purchase.

What business-to-business market would be interested in PCmover?After interviewing IT guys in Rexburg, Idaho, we discovered that many weren’t aware of PCmover. However, professional reviewers gave PCmover good reviews. Yet rather than solely marketing to IT professionals, we felt it would be profitable for PCmover to market to decision makers who heavily influence others, business management consultants. Businesses rely on management consultants to propose ways to improve an organization’s structure, efficiency, or profits. Although consultants specialize in various industries, in all cases, they collect, re-view, and analyze information in order to make

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recommendations to managers. If PCmover can get into the minds of business management consultants, they can increase their product reach through the recommendations of the consultants.

How do people feel about PCmover?The newest version of PCmover has received many positive reviews compared to later ver-sions. Here is what some professional software reviewers have said: “If you’re worried about losing data, programs and settings when you migrate to Windows XP, PC Mover does an excellent job and will quickly ease those worries. It is nicely laid out and easy to use as it is completely Wizard driven. There are no complicated menus or settings and every-

thing we transferred worked perfectly.” About PCmover Professional, www.hottogeek.com, November 17, 2009

“The migration went fairly quickly. Despite all the applications and settings I migrated, build-ing the Moving Van took only about 4 minutes, and unpacking to the new OS took only about 12 minutes…As for content, things went better than I expected, although not everything worked after migration.” Andrew Garcia about PCmover Professional, www.eweek.com, January 12, 2010.

“Laplink PCmover is an impressive piece of software for those who want to move on to Mi-crosoft’s latest and much-praised new operating system without losing all their precious apps and

settings…I think LapLink has addressed what is possibly the biggest obstacle to anyone wanting to upgrade to Windows 7, and I can’t recom-mend the software highly enough.” Michael Munchmore about PCmover, www.pcmag.com, September 25, 2009.

“Despite the successful transfer, I’m hesitant to recommend PCmover to newer users or those who aren’t familiar with involved program set-tings and adjustments. For large hard drives, it may be faster to save the $30 and the settings tweaking adventure in exchange for simply rein-stalling your old programs and then using Ninite and the Windows Easy Transfer to restore your settings and files.” Seth Rosenblatt about PCmover Windows 7 Upgrade

Secondary Research

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Assistant 5.0, www.cnet.com, October 27, 2009.

Develop a survey for recent PCmover purchases to determine how people are using PCmover.We developed a survey to be sent out to custom-ers who have purchased PCmover in the last 90 days. The survey will help Laplink keep track of sales, customer demographics, customer satisfaction, and how customers use PCmover. It will benefit Laplink by creating an awareness of customer’s needs and the biggest markets for PCmover and similar products. All sources used for secondary research are listed in the appendix on pg 56.

Secondary Research

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Primary ResearchSuggested Survey Questions

PCmover SurveyYou have been chosen to participate in a prod-uct survey based on your recent purchase of PCmover. The purpose of the survey is to help Laplink Software make improvements to PC-mover based on your answers. All answers are confidential. Thank you for choosing to partici-pate.

Please base your answers to the following ques-tions on your most recent purchase of PCmover.

Develop a survey for recent PCmover purchases to determine how people are

using PCmover.We developed a survey to be sent out to custom-ers who have purchased PCmover in the last 90 days. The survey will help Laplink keep track of sales, customer demographics, customer satisfaction, and how customers use PCmover. It will benefit Laplink by creating an awareness of customer’s needs and the biggest markets for PCmover and similar products.

The entire survey appears in the appendix on pg 54.

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Creative SynopsisPositioning: We will position PCmover as the easiest way to transfer all your files, settings, and programs from an old computer to a new computer.

Motivation to buy: Purpose of advertising: Advertising for PC-mover should not only drive people to Laplink’s website, but also entice the consumer to make their lives easier by purchasing PCmover. By doing this, online sales for PCmover will increase and the everyday working parents’ lives will be made easier.

Suggested tone or approach:With 25 years of history, we want to show that Laplink has polished products that will make

transferring data easier. We are going to take “real life metaphors” of everyday situations and make them appear unrealistically easy as a humorous representation of PCmover’s easy transferring capabilities.

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Positioning and Strategy Statements

Positioning Statement: We will position PCmover as the easiest way to transfer all your files, settings, and programs from an old computer to a new computer.

Strategy Statement: Advertising will show convenient consumers the ease of using PCmover to transfer files, settings, and programs from an old computer to a new comput-er. Support will be that PCmover is an effective alternative to spending hours transferring files individually. Tone will be humorous and sarcastic.

In the minds of the consumer...

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Big Idea and Tagline

Big Idea Statement: We are going to humorously exaggerated everyday situations and make them appear unrealistically easy as a representation of PCmover’s easy transfer-ring capabilities.

Tagline:“Leave nothing behind except the frustration.”

The creative focus

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PCmoverLeave nothing behind except the frustration.

VO: PCmover is changing your surroundings...

VO: ...while still feeling right at home. PCmov-er by Laplink. Bringing your files, programs, and settings to your new computer. Keeping what you want, leaving what you don’t. Get it now at Laplink.com. PCmover. Leave nothing behind except the frustration.CAM: Medium shot

Commercial:This shows the big idea through demonstrating how easy it is to move your things from one place to another. This will play when consumers visit Laplink’s webpage. This video will also be shown on YouTube, Facebook, and other places where Laplink videos are shown.

Creative Execution

CAM: Medium shot CAM: Medium shot CAM: Close up shot CAM: Medium shot CAM: Medium shot

CAM: Wide shot CAM: Over the shoulder CAM: Close up shot

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Creative ExecutionBanner Ad:

Sites for banner ad placements.Dell.comGateway.comNewegg.comHP.comPcmag.comPcworld.comComputerworld.comCnet.comFourms.techguy.comEweek.com

Officemax.comOfficedepot.comStaples.comMaximumpc.comSmartcomputing.comWired.comComputershopper.com

This advertisement mimics what happens in the commercial, except it is animated. It will show a person walking off and plugging an extension cord in the wall and then walk out of the top of the banner. Then he will appear in a second banner and plug in the other end of the cord. This will cause the things in the first banner to be transferred to the second banner. It could also work as a single banner by replacing the second banner with a split screen shot.

Files. Programs. Settings. Everything. Moving has never been this easy.

PCmoverLeave nothing behind except the frustration.

PCmoverLeave nothing behind except the frustration.

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Creative ExecutionMagazine Ad:

SeamlessPCmoverby Laplink

Transferring files from an old PC to a new one has never been so smooth.

Leave nothing behing except the frustration. You choose which programs, files and settings need to be moved, and when the transfer is complete your new computer will have the personality and functionality of your old PC. PCmover is the easiest way to move into a new PC without leaving anything behind and works with almost any Windows operating system. Get it now at laplink.com!

www.laplink.com

This is an advertisement that explains the benefits of PCmover and where to purchase it. It will be put in PC World and other computer related magazines.

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Creative ExecutionPoint of Purchase: Hate your

old PC...

Hate your

old PC...

but love your files, programs, and settings? SeamlessPCmoverby Laplink

Transferring fi les from an old PC to a new one has never been so smooth.

Leave nothing behing except the frustration. You choose which programs, fi les and settings need to be moved, and when the transfer is complete your new computer will have the personality and functionality of your old PC. PCmover is the easiest way to move into a new PC without leaving anything behind and works with almost any Windows operating system. Get it now at laplink.com!

www.laplink.com

PCmoverTransfer them by simply installing PCmover on both your old and new computers and go! You choose which programs, files and settings need to be moved, and when the transfer is complete your new computer will have the personality and functionality of your old PC. PCmover is the easiest way to move into a new PC without leaving anything behind and works with almost any Windows operating system.

PCmover moves all your PC's programs, files and settings, including:

* Microsoft Office * Design Programs * PC Games * Internet & Network Settings * Instant Messengers * Financial and Tax Software * Spreadsheets * Photos * Videos * Music * Podcasts * Desktop Backgrounds * Icons * Browser Settings * Favorites/Bookmark

Enter this promo code at laplink.com for 10% off PC Mover:KW7X-50TR3Y8

This is a fold out card that tells you about PC-mover and what it does. This card also contains a promotional code for a certain percentage off the purchase of PCmover. These cards will be kept at a stand-up display at stores where people would be buying new computers, such as Best Buy, OfficeMax, and Staples.

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Creative ExecutionWebisodes Storyboard: ZookeeperThe second webisode is a less literal scenario about PCmover’s key features. It is about a new zookeeper’s first day on the job. It shows him being briefly introduced to his new job with basic instructions – clean and open the door to get out. He completes the basic task with ease, but when he leaves he realizes opening the door to get out is much more complicated than he thought. He begins punching keys he thinks will open the door, but instead releases a hungry lion and a big chunk of meat into the cage. The idea is to connect the concept of adjusting to a new situation to adjusting to a new computer - it shouldn’t be that hard. This webisode will also be fea-tured online as an ad placed before a video download on sites such as Hulu and CNN. It will also be available on YouTube and linked from the Laplink homepage.

FS - animal cage / PAN right to left.Sound FX: Zoo and animal noises.VO:Alright, first day on the job. Pretty self explanatory...

PAN ECU - hand pressing more buttons / PAN to feet / CUTSound FX: Repeatedly pressing buttons. Small door opens, plop on ground.VO:“Why won’t this work? Get me out of here!” (panicked)

ECU - lion roarSound FX: Loud roar.VO: “AAAHH!”

(text on screen)Sound FX:Upbeat music.Lion roars, another scream.VO: Adjusting to the new should be easier. It can be for switching to your new computer.

(text on screen)Sound FX: Upbeat music. VO: PCmover, by Laplink.Leave nothing behind, except the frustration.

MS - workers (camera stays on the one sweeping) / DISSSound FX:Zoo and animal noises in background.VO:“Clean the cage and when you’re done, just hit the button on the door and it’ll open for you.” Response: “Sounds easy enough.”

ECU - hand pressing buttons.Sound FX:Buttons beeping.Loud ClickVO: “Wait, which button was I supposed to push? The one that says “entry”?”

PAN to metal door / MS lionSound FX: Metal door opening.Loud thuds.VO: “Whoa, easy little fella’. nice kitty. (panicked) Gotta try another button.”(lion growls)

Adjusting to the new should be easier (Lion roars, Man screams)

It can be for switching to your new computer.

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Creative ExecutionWebisodes Storyboard: Office MissleThere will be a series of webisodes featuring different humorous real-life metaphors highlighting key features of PCmover. The first webisode features a more direct real-life metaphor as to what PCmover does. A government worker gets a new computer with different settings and hotkeys than his old computer. This ultimately leads to him accidentally launching a missile which he is unable to stop. It shows that when you get a new computer, it takes time to get comfortable with the computer’s new settings, displays, and operating style. This webisode will be featured online as an ad placed before a video download on sites such as Hulu and CNN. It will also be available on YouTube and linked from Laplink’s homepage.

FS - Office building / PAN top to street level / CUTSound FX: Office noises (at normal volume) keyboards and mice clicking.Phones ringing, talking.VO: Hey, Rob, check this out, we just got the new computers in.

MCU-Hands pounding keyboard / CUTSound FX: Pounding on keyboard repeatedly.VO: “Oh no, no, no, no, cancel cancel cancel!”

MS - discouraged worker / CUTSound FX:Alarm sounding in background. Disgruntled groan.

(text on screen)Sound FX: Upbeat music.VO: Miss your old computer yet?Laplink can transfer your important settings and files from your old computer to your new.

(text on screen)Sound FX: Upbeat music. VO: PCmover, by Laplink.Leave nothing behind, except the frustration.

MS-Two workers / PAN to scene 3Sound FX: Office noises (quietly in background) keyboards and mice clicking. Phones ringing, talking.VO: “We tried getting as much of our old files and settings as we could, so you should be set.”

ECU - Hands typing / CUTSound FX: Typing on keyboard.Alarm sounds.VO: “So all of my old login settings are the same right?”

MS - Missile launching / PAN follow missile / CUTSound FX: Large doors opening.Missile launches.

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Creative ExecutionWebisodes Storyboard: Awkward OfficeThe third webisode is about anyone’s new experience at a job on their first day. Each frame would show the frustrations you would go through as you learn about each employee and the office itself, and realizing how similar the office may look but the settings being completely different. This is demonstrating how that experience is similar to when you get a new computer. With a new computer you have to learn new settings and formats, just the way you have to learn your way around a new office. With PCmover you can transfer your files, settings and data over to your new computer and not be frustrated with learning everything all over again.

MS: Medium shot/ interview.Sound FX: Office noises.VO: Do you remember the newjob you got last summer?

MCU: Medium close-upSound FX: Chewing and chomping noises.VO: And it would’ve been reallynice knowing about the guy whois constantly eating...

MCU: Medium close-up. Sound FX: Woman talking high-pitched and fast.VO: And Miss Secretary whogossips all the time. It would’vebeen nice knowing to stay awayfrom all these people...

(text on screen)Sound FX: Upbeat music. VO: Having the same settings is nice because you know your way around, and don’t get stuck in awkward situations.Laplink can transfer your important settings and files from your old computer to your new.

(text on screen)Sound FX: Upbeat music. VO: Pcmover, by Laplink.Leave nothing behind, exceptthe frustration.

WS: Medium shot/ office pan left to right.Sound FX: Office noises. VO: And how you wish the settings were the same as your last job?

MCU: Medium close-up.Sound FX: Annoying laugheter made by woman, then she shorts.VO: Like knowing all about thelady in the next cubicle who laughs at everything?

MCU: Medium close-up.Sound FX: Man talking in animated voices.VO: Or knowing about the manwho talks in animated voices using his toy shark as a prop?

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Creative ExecutionWebisodes Storyboard: Uneasy TravelThe fourth webisode is the moment of getting lost through a detour due to construction. Each frame would show the frustrating turns and signs blocking the road and the driver getting lost. It would demonstrate the wishes you have that someone would’ve told you about certain turns or ways that could’ve helped instead of making things worse. Then using the explanation that PCmover will help you transfer your files over so you can know your way around and not get lost.

MS: Medium shot.Sound FX: Road construction noises.VO: Do you remember the detour youhad to take to work every morning, because of all the construction, last summer?

MCU: Medium shotSound FX:Man yelling in anger at acar that cut him off.VO: And it would’ve been really nice to know about the idiot who cuts you off in the intersection...

MCU: Medium shotSound FX:City noises with cars drivingand honking at each other.VO: And that this detour was just going to get you lost in the city and make you late to work.

(text on screen)Sound FX: Upbeat music. VO: Having the same settings is nice because you know your way around, and don’t get stuck in awkward situations. Laplink can transfer your important settings and files to your new computer.

(text on screen)Sound FX: Upbeat music. VO: Pcmover, by Laplink.Leave nothing behind, exceptthe frustration.

WS: Wide shot/ pan neighborhoodSound FX:Cars driving by and soundsof children laughing in thebackground.VO: And how you wish the settingsand the drive were the same?

MCU: Medium shotSound FX:Driver groaning in frustration.VO: Like knowing there’s a deadend on thatstreet you were instructed to turn left on?

MCU: Medium shotSound FX:Cars honking their horns.VO: Or that you’d be stuck in bumper tobumper traffic on Highway 89?

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Media Goals and Objectives:Our main goal is to increase the customer loy-alty and product awareness. We will conduct a year round national advertising and public rela-tions campaign online. The national campaign will be supplemented by a flighting schedule of magazine advertising and promotions in spot markets.

Our objectives are to have a reach of 60 and a frequency of 4 for the months that our spot campaign will run for a total of 240 GRP’s.Online and non-traditional media cannot be measured in traditional ways. Our non-tradi-tional media will include methods of measure-ment so that we can track their effectiveness as the campaign progresses.

Media Execution

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Media Schedule

NationalJan Feb Mar Apr May Jun July Aug Sep Oct Nov Dec

Online Banner Ads x x x x x x x x x x x xPOP Promotions x x x x x x x x x x x xOnline Promotions x x x x x x x x x x x xSocial Media x x x x x x x x x x x xPublic Relations x x x x x x x x x x x x

SpotMagazines x x x xSpot Promotions x x x

Laplink’s year-round campaign

We will run a national online and social media campaign year round and supplement it with flighting spot market advertising and promo-tions.

Magazine ads will run in Jan., Aug., Oct., and Dec. These months were selected so that the advertising will be present during the time of year when business are preparing their budgets and planning expenses for the coming year. This is the time of year that new computer purchases are likely to be planned and made.

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Online:The internet has become the world’s largest me-dium. Through online advertising it is possible to reach a large audience at minimal cost. We will use the Internet to reach more people by:• Buying keyword searches.• Placing banner ads on appropriate web sites.• Producing commercials to be broadcast online through sites like YouTube.• Promoting discussion of Laplink products in online forums.• Raising awareness of and excitement for Laplink products through online promotions. • Using social network sites such as Facebook to maintain communication with customers and to

promote products.

Direct Mail:Direct mail is a way to place an advertisement in direct contact of the consumer. By doing direct mail businesses can be aware of the easiness that PCmover brings and potentially be a returning client.

Business to Business Direct Mail:We will use direct mail to contact businesses and introduce them to Laplink’s PCmover software. The mail pieces will be sent to business consult-ing firms who not only need the software them-selves, but may also suggest it to their clients.

Media Placement

The mailers will be sent from the Chief Execu-tive Officer of Laplink and addressed to business owners and executives.

Magazines:Magazines are a good way to reach out to a targeted audience. By placing advertisements in computer industry magazines we will be able to reach computer technology computer industry professionals as well as individuals that have a high interest in. This includes PCWorld and MaximumPC. Both will be run on the east and west coast in 4 issues.

We chose PCWorld and MaximumPC because

What media will be used?

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Media Placementtheir reader demographic matches our target audience almost perfectly (refer to MaximumPC demographic chart in appendix on pg 58). The subscribers of these magazines read to gain information, and to learn about the new and upcoming products. By placing ads within these magazines we have a greater chance of influencing and informing the readership about PCmover. We have considered placing ads in other magazines such as, CPU, Computerworld, and Smart Computing. When our budget increases we will then start to run ads in these magazines. PCWorld and MaximumPC were selected because of their demographics and they were willing to work with us on the placement and price of our ads.

Medium Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec TotalMagazines-General Interest 2 2 2 2 GRPs: 8$[000] 12.5 12.5 12.5 12.5 Cost: 50Internet-Keyword Imps/Mo Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes GRPs: 12$[000] 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 Cost: 6Internet-Trgtd Sites Imps/Mo Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes GRPs: 12$[000] 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 Cost: 6National Only AreaGRPs 2 2 2 2 GRPs: 8$[000] 13.5 1 1 1 1 1 1 13.5 1 13.5 1 13.5 Cost: 62Reach 2 2 2 2Avg. Freq. 1 1 1 1Spot Only AreaGRPs GRPs:$[000] Cost:ReachAvg. Freq.National+SpotGRPs 2 2 2 2 GRPs: 8$[000] 13.5 1 1 1 1 1 1 13.5 1 13.5 1 13.5 Cost: 62Reach 2 2 2 2Avg. Freq. 1 1 1 1

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Media Placement

Direct mail PR/PromotionsPopulation Stores Income per capPop% Store % Income % EV% $23,000 17,000

New  York,  NY 5,594,154 135 30,415 34.3646478 18.024032 10.8760951 21.0882583 4,850 3,585Los Angeles 2,407,775 155 27,523 14.7908584 20.694259 9.84194529 15.1090209 3,475 2,569Chicago,  IL 1,764,936 73 26,814 10.8419261 9.74632844 9.58841409 10.0588895 2,314 1,710San Francisco 622,591 62 46,015 3.82454977 8.2777036 16.4544967 9.51891669 2,189 1,618San Diego 1,881,397 34 32,716 11.557341 4.53938585 11.6989094 9.26521206 2,131 1,575Houston 1,278,866 60 26,158 7.85601892 8.01068091 9.35383515 8.40684499 1,934 1,429Dallas 771,864 65 27,047 4.7415274 8.67823765 9.67173252 7.69716586 1,770 1,309Philadelphia,  PA 926,082 66 20,876 5.68888195 8.811749 7.46504559 7.32189218 1,684 1,245Miami,  FL 246,976 72 20,639 1.51716296 9.61281709 7.3802968 6.17009228 1,419 1,049San Antonio 784,164 27 21,447 4.81708578 3.60480641 7.66922939 5.36370719 1,234 912Total 16,278,805 749 279,650 100 23,000

National 60,000 7/9/20107/9/20107/9/2010

Target Spots:Target markets have been selected from a list of cities on the east and west coasts. Markets were narrowed down based on adult population over

25 years of age, number of stores in the area that sell PCmover, and income per capita. Advertising budget will be determined for each target market based on the estimated value cal-

culated from all the factors that are mentioned above.

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Social Media

Principles:Get consumers to invite you into their lives. Get to know your clients. Generate and engage in conversation. Care about the consumer, listen, and respond.

Execution:In order to increase your social media and inter-net presence we will do the following:

Rebates for Reviews:Offer Rebates for people who purchase PC mover and post a review on an approved web site.

Instructions for obtaining a rebate for a portion of PC Mover’s purchase price will be in-cluded in every (or select) Packages of PC mover and will be distributed through email to people who purchase online.

Customers wishing to obtain a rebate must post an online review of their experience using PC Mover on an approved website.

Reviews must include:• Name.• Where was the software purchased?• What was the software used for?• Summary of the experience? Positive or nega-

tive.• Additional comments or suggestions.

Customer must send a link to their posted review to an email address such as [email protected] . The review will be read by a Laplink employee to insure that it meets the requirements. Upon completion an E-Mail rebate form will be issued to the customer. This program will provide incentive for people who have used the product to share their experiences, initiating conversation about the product. The fact that the customers will send Laplink a link to their review will allow Laplink to join the conversation, address concerns and

Some social media ideas and how the campaign will be implemented online?

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obtain ideas for product improvement. Laplink will also be able to track the effectiveness of this promotion based on the number email responses they receive.

Blog:The company bog is currently updated with 1 – 2 posts per month on average. Press releases and promotions will continue to be posted on the company blog. In order to increase Laplink’s influence in the blogosphere, Laplink will sponsor a blog.This blog will not be hosted on laplink.com nor will it be specifically about Laplink products. The blog will be written either by a fulltime Laplink employee or a contracted individual. The blog will be sponsored by Laplink and will

explore emerging computer technologies and trends. Laplink products will be integrated into the blog periodically. The blog will be written in a manner that will appeal a wide variety of readers and not just current Laplink fans.

Twitter: Laplink Currently has 102 followers on Twitter, and averages 2-3 tweets per week.PC Mover currently has 12 followers.

Twitter should be utilized as a method of daily contact with Laplink product users. In order for Twitter to become an effective marketing tool, we must first increase the number of people who

Social Mediafollow laplink. In order to increase the number twitter followers and build Laplink brand aware-ness we will hold a twitter scavenger hunt. (See PR suggestions for details)Use PR suggestions to build a twitter follow-ing, use twitter to update followers on product releases and promotions. Twitter should be monitored by tech support personnel who will respond to complaints and criticisms.

Facebook:Facebook will be used to feature products and to stay in communication with customers.The company Facebook page will be consistent-ly monitored and updated daily by a member of the marketing department. The Facebook page will be updated to include a question and

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Social Mediaanswer forum that can be used by current and prospective customers. Facebook will be used as a vehicle to publish company press releases as well as alert followers to the existence product releases, update, and promotions.

After the social media scavenger hunt, Facebook and Twitter Followers will be invited to join our campaign and post their own videos featuring their humorous metaphors for Laplink, or sug-gest ideas that can be used in future webisodes.

Live Chat: We will include a live chat forum on Laplink.com, that will be monitored by customer service and technical support representatives, to assist customers with any questions that they may

have regarding Laplink’s products and services. This service will be open daily and offered free of charge.

CEO messages: (industry trends, new devel-opments)Post monthly video messages from Laplink’s CEO or another executive about developments in Laplink’s products and services as well as industry trends. These videos will be posted on laplink.com as well as social media websites. Give bloggers something to write about.

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Public Relations

Increase Social Media Use:Company Blog: Begin writing on the company blog multiple times per week and make the entries shorter and easier to scan. By blogging more often with shorter entries it is more likely that they will be read.

Twitter: Make a twitter post daily. Include tweets about: upcoming promotions, new products, product upgrades, even a joke from the C.E.O.

Website: Make links to twitter, facebook and the company prominent on every page of the Laplink website.

Write Positive Reviews on Sites:Find websites that include multiple negative reviews on various websites. Include a positive comment linking to the websites stating that the product has been upgraded since the previous reviews had been made.

The majority of negative reviews existing on popular sites such as cnet.com are several years old. It would be beneficial to inform consumers who are reading the reviews that the product is constantly improving.

Community Involvement:Give the laplink product a better presence in the local community. Become involved with local businesses. Be willing to volunteer items for an auction, participate in a community day, etc.

Choose a cause and have a certain percentage of your sales for that day, week, month etc. go to support that cause.

Some PR suggestions:

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Public Relations

Business Kit:Promotion Kits will include a free version of PCmover and wil be sent to multiple businesses across the nation. The purpose of these promo-tion kits will be to inform businesses of the PC-mover product as well as to increase the aware-ness of the benefits that PCmover can offer to their businesses.

Blogger Kit:Promotion Kits will include a free version of PCmover and will be sent to multiple bloggers that are prevalent in the software review world. The purpose of these promotion kits will be to allow bloggers to try the product for free and

then write reviews on the PCmover product to increase awareness in the software cyber world.

Blogs/Sites to send Media Kit to: www.PCmag.comwww.maximumpc.comwww.pcworld.comwww.cnet.comwww.toptenreviews.comwww.cutedge.org

Promotional Kits, Blogs and Press Releases:

Press Release Timeline:A campaign press release will be added to the Laplink website the week the campaign is launched. Segments of the press release will also be placed on Facebook and Twitter, linking back to the full press release on the website. The promotions press release will be added to the Laplink website two weeks prior to the begin-ning of the promotion to increase awareness and excitement for involvement in the promo-tion. Segments of this press release will also be placed on Facebook and Twitter. Promotional Kits will be sent to bloggers as well as to busi-nesses one week after the initial launch of the campaign.

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Public RelationsPress Release (1):Oct 1, 2010 - Laplink Launches Scavenger Hunt Promotion Throughout the Nation

BELLEVUE, Wash. – Oct 1, 2010 – Laplink Software, Inc. will be starting a citywide scav-enger hunt in an effort to increase awareness of their company. This scavenger hunt will take place in five large cities and will take place over the course of two weeks.

Fourteen everyday household objects will be placed throughout the chosen cities in high traf-fic areas. Objects will be branded with “Laplink Orange” and will be branded with the Laplink logo. A flyer container will accompany each object with a description of the scavenger hunt

give away. Each object will contain a promo-tional code. This code will allow people to enter their codes online and keep track of the various objects they have found.

Throughout the day, various clues as to where the objects are will be posted on Twitter and Facebook. These clues will only posted for a lim-ited amount of time. The first fifteen people in each city to find all the various objects, upload pictures as proof and enter the code found with each object will receive a new laptop along with the PCmover product.

To read more about the upcoming scavenger hunt and to see if it will be taking place in a city near you, visit us at http://blog.laplink.com/.

About Laplink Software Inc.

For nearly 30 years, Laplink has been the leader in providing software used for PC migration, remote access, file transfer, and synchronization. The privately-held company was founded in 1983 and is headquartered in Bellevue, Wash-ington.

For more information about this release, please contact:

Laplink Software Press ContactAndy [email protected]+1-425-952-6000

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Public RelationsPress Release (2):Sept 1, 2010 - Laplink increases awareness of PCMover through innovative advertising cam-paign.

BELLEVUE, Wash. – Sept 1, 2010 – Laplink Software, Inc. will be launching an innovative advertising campaign to increase awareness of the individuality of their ever-improving PCmover product. The campaign’s tagline is “bring everything with you, except the frustra-tion.” Imagery for the campaign will include multiple situations where a group of items are being moved over and only the unwanted items are left behind. The campaign will be launched in September of this year and will be including non-traditional and traditional media both in

national and spot markets. The campaign will be largely digitally based, concentration on web banners, blog reviews, and web commercials. A new digital applica-tion has been created as part of the campaign and can now be purchased of Apple’s applica-tion store in the free app section in the games category.

The campaign will be explaining the unique benefit that the PCmover product offers, the ability to transfer multiple computer files all at one time onto a new computer. PCmover® Image Assistant™ solves the problem of how to deal with old images and hard drives when a PC has crashed and eliminates a significant gap in the functionality of current disk imaging tech-nology.

This new campaign will emphasize more busi-ness to business involvement. The campaign will also target the everyday consumer, informing of the individuality of the PCmover product. Now with the newest version of PCmover being released, the problem is not with the product functionality, it is with a lack of awareness on the end of consumers.

PCmover Image Assistant is currently available for download at http://www.laplink.com/pc-mover at a suggested retail price of $39.95.

Read more about the upcoming “bring every-thing with you” campaign visit us at http://blog.laplink.com/.About Laplink Software Inc.

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For nearly 30 years, Laplink has been the leader in providing software used for PC migration, remote access, file transfer, and synchronization. The privately-held company was founded in 1983 and is headquartered in Bellevue, Wash-ington.

For more information about this release, please contact:

Laplink Software Press ContactAndy [email protected]+1-425-952-6000

Public Relations

SK85-YN3447-QZ29Enter the following code at laplink.com/redeem

to receive a full version copy of PCmover:

PCmoverby Laplink

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Promotion Ideas

Point of Purchase (1): A point of purchase promotion will take place at top-selling PCs stores, such as Best Buy and Wal-Mart. When customers purchase a new PC desktop or laptop they will receive a free gift inside the box of their new PC. The gift will be either a mouse pad or an anti-static squee-gee with the Laplink and PCmover logos, and tagline for this campaign. Also included in the gift is a brochure introducing the benefits of PCmover and a discount towards the purchase of PCmover.

Point of Purchase (2):Another point of purchase tactic is inviting pur-

chasers of PCmover to write an honest review about the software and receive a $10 rebate. The customer will write a review of the product on a list of approved sites, and then they will send a link of that review to Laplink. Through sending a link to their review, Laplink will be keep track of what customers are saying about their software.

Business to Business:Throughout the spot markets, letters will be sent to businesses that fit into the secondary market. The letter will include information about PC-mover as well as a promotional code to receive a free trial and discount on the future purchase of

PCmover. These letters will be sent to businesses throughout the year.

Online:When the new version of PCmover is released, copies of the product will be given to the top 30 technology bloggers. The bloggers will then test the product, write a review, and post it on their blog.

Discounts, promotional kits, and a scavenger hunt

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Promotion IdeasNew Media:An online scavenger hunt will take place over the course of a 2 week period. 14 everyday household objects colored orange will be placed on certain websites in the form of banner ads or pages. The ads or pages will include an image of the object with a code, Laplink’s logo, and tagline. When the ad is clicked on, it will lead to a page on Laplink’s website explaining the scavenger hunt. The point of the scavenger hunt is to collect every object by finding the code lo-cated with it and entering the codes on Laplink’s website. The first 30 individuals to collect all the objects will receive an HP mini netbook as well as a copy of PCmover. The next 20 individuals to collect all the objects will receive a $25 Visa giftcard. Every day during the scavenger hunt, a new clue will be released on Laplink’s blog, web-

site, facebook and twitter. The clue will include a hint to the website the object can be found on as well as a hint of what the object is. Anyone wishing to participate must register and create a profile on Laplink.com. A free app will be available for down-loading that will make it easy to keep track of the clues and the objects that have been found. The scavenger hunt will be something to talk about on social networking sites. The two weeks leading up to the start of the scavenger hunt and unveiling of the first clue, Laplink will be able to tweet about the upcoming scavenger hunt on Twitter and blog about it. This will create some awareness before the scavenger hunt ever starts. It will create a buzz that will get more people involved as the scavenger hunt progresses.

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Promotion IdeasThe websites that the objects are going to be placed on are used based on where PCmover is sold, where PCs are sold, and the top websites the Convenient Consumer visits on a regular basis. Those websites include: F75ST0-37MN-V00628-RTH29

STP50-7MNZ-CO823V-LJ39

SHKX0-4L8Z-

Office MaxOffice DepotCostcoAmazonPCWorldBestBuyWal-MartYoutubeLikedInTwitterFacebook

ExpediaMapQuestTicketmaster

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Budget Breakdown

We have been given a budget of $100,000 to create a Laplink’s campaign, which will be distributed among direct-mail, magazines, PR and promotions, and online advertising. The following pie-chart shows how we will allocate our budget among our chosen media mix. We also want to be able to reach about 60% of our target with an average frequency of 4.

Magazines: Magazines will be used as a national medium because of its long life, pass-along audience, four color reproductions, and selectivity in audience. Magazines are more visual, it will be easier to inform the target about PCmover. We chose PC-

World and Maximum PC as to their large index number and appeal to the demographic we are trying to reach. Online Advertising: Online advertising is a unique form of adver-tising that offers great geographic flexibility. Our online advertising campaign will gener-ate a buzz among our target market and keep them excited. We are going to be promoting the PCmover to different bloggers that will have the opportunity of trying out PCmover. From their first hand experience of the new PCmover, they will be able to write rave reviews promoting PC-mover to all of their followers. There will also

be a mixed effort in advertising banner ads and online videos. When these ads are clicked we will be able to track and identify the customers. This will help us to track advertising cost and customer behavior.

Direct Mail:Direct mail has been combined with the busi-ness promotional kits that will be sent to various businesses offering a promotional code with a free version of the PCmover product. By com-bining direct mail with the business promotional kit, we will decrease the budget being used on direct mail and will be sending the kits to actual businesses who show a potential to purchase the

How will $100,000 be spent?

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Budget Breakdown

Magazines    $        47,388    

Dmail    $        23,000    PR&Promotions    $        17,000    

Online  Advertising    $        13,000    

   Total    $    100,388      

product rather than to various consumers.

Budget Distribution:For Laplink’s campaign a budget of $100,000 was established, which will be distributed among direct mail, magazines, public relations and promotions, and online advertising. The follow-ing chart shows how we will allocate our budget among our chosen media mix.

Extra budget information is included in the ap-pendix on pg 56.

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Short Summary

Short Summary:Laplink knows their customer. They have spent 25 years creating and upgrading their software products to fit the needs of consumers and businesses alike. Laplink understands the frustration consumers feel when they enter the technology world. Laplink has taken that understanding and has made products like PCmover to ease computer migration frustration.

Laplink has created the solution

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Agency Pitch

Agency Pitch:This campaign is a combination of traditional and non-traditional advertising, promotions, and public relations aimed at finding solutions to Laplink’s concerns about their PCmover product. Their concerns focus on generating both brand and product awareness, encourag-ing users to recommend PCmover to others, and inviting consumers to purchase PCmover before or after buying a new computer. Generating brand and product awareness will be implemented in every aspect of the campaign. Magazines advertisements will be placed in pub-lications where general consumers and technol-ogy and business professions will be informed

about PCmover and its many benefits. Direct mail pieces will also be sent to the same audi-ence as magazines. Inside the direct mail pieces will be a promotional code that consumers will use to receive a discount on their purchase of PCmover. These codes will keep track of how many people have opened the piece, have been informed of PCmover’s benefits, and want to purchase the product. Online advertisements and social media outlets will also help to reach a wide audience. Online advertisements will help drive traffic to Laplink’s webpage where they can learn more about what PCmover can do for them. Through social media , a loyal band of followers will be built.

Those followers will look to Laplink for the latest industry trends, software, and solutions to tech-nology problems. A multi-city scavenger hunt will also generate a buzz about Laplink and the many software products its offers. Curiosity about the scaven-ger hunt and Laplink will result in many people registering to participate in the hunt and will increase the amount of hits to Laplink’s website. Point of purchase promotional items, as well as the direct mail pieces, will have a promotional code, so Laplink can keep track of how many people are interested in PCmover and have activated the code. Through each of the advertisements, promo-

This campaign will solve the problems Laplink is currently facing with its PCmover product.

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tions, and public relations efforts we will inform people about the benefits of using PCmover, generate online traffic to Laplink’s website, and be able to keep track of how many people are using discounts and promo codes. All of these strategies and tactics are about creating lasting impressions with consumers and businesses alike. Even if consumers and business don’t have the need for PCmover immediately, the campaign will instill in them that Laplink holds the solu-tion to computer migration software and will turn towards Laplink to find those solutions.

Agency Pitch

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Erin

Traffic Manager

Erin has been attending BYU – Idaho for the past four years. She is majoring in accounting with a minor in advertising. Erin recently finished an internship with the Internal Audit Department for Utah County Government. She hopes

to spend her professional career managing the finances of an advertising agency. She enjoys reading, writing, cooking, and hiking.

Jeremy

President

For the past five years Jeremy has been living in Idaho Falls while attending BYU-Idaho. During this time he met his beautiful wife Kassie. The two of them are dreamers, and because they are such big dreamers they have been able to achieve so much over the years. They currently own and

operate three different businesses that have allowed them the time to work together and accomplish many of their goals. They now have three wonderful kids, Ryker, Hope, and Saylee. Jeremy said, “Family has been the greatest blessing in our lives. Success is measured by a loving family.”

Bryant

Creative Director

Bryant is a senior from West Valley City, Utah. He is majoring in graphic design and has a minor in Advertising. He likes drawing and making children’s books. He is currently writing two of them and is hoping to eventually get one

of them published. His freshman year he did a comic for the school newspaper. He is currently working for Event Management at BYU-Idaho.

Megan

Graphic Designer

Megan is senior at Brigham Young University-Idaho studying Graphic Design and Advertising. She gained internship experience in Provo, Utah at The Walton Group in the fall of 2009. She worked on numerous projects including logos, flyers,

Christmas cards, and newspaper ads for different companies including LJ Cooper, the Food and Care Coalition, and the American Red Cross. Besides her love for graphic design she enjoys spending time with her family and friends. She also enjoys listening to music, watching movies, or working on the computer. Her hobbies include piano, playing sports, scuba diving, photography, and computer design.

MichaelArt Director

Michael George graduates this July with a BS degree in communication with an advertising emphasis with additional clusters in graphic design and business marketing. He has been married for two years and couldn’t be happier. Aside from his wife and

career, the rest of his time is spent collecting sneakers and skateboarding.

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Ben

Media Manager

Ben’s focus is on advertising while he attends Brigham Young University-Idaho. In addition to his advertising coursework he has worked as an Account Executive for the Alloy Advertising division of I-COMM Student Media, a

student run media organization, and also has been involved with the BYU-Idaho chapter of AAF. He is also interested in copywriting and account management. Other goals include earning a graduate degree, possibly a law degree specializing in media law or a business administration degree.

AshleyPR Director

Ashley graduates this July with a Business-Marketing Major and a Communication-Advertising Minor. Currently she works as a brand manager for BYU-Idaho as part of University Communications. She enjoys marketing and advertising

equally and hope to eventually work as an Account Executive for a smaller advertising agency and maybe end up owning her own agency.

CarolUtility Player

Carol Rhees was born in the Tennessee hills where she ran around barefoot and happy. Her family then moved to New Mexico where they still reside. She is a senior, graduating in Communications while also studying photography and

graphic design. She has worked as a photographer for ICOMM Student Media, which included photos for the school newspaper, advertisements, and other clients. A large portion of her life has been spent playing soccer, which she loves. Her and her husband now live in Rexburg, Idaho and they will remain until another adventure comes along.

RachelPromotions

Rachel Lindsay grew up in the frozen landscape of Teton Valley, Idaho. She is a senior studying advertising and clothing design. During her breaks from school she enjoys working seasonally with her husband, performing at

Walt Disney World in Orlando, Florida. She has worked for the Walt Disney Company since 2005 as a performer and campus representative and recruiter. She hopes to go back to Orlando with her husband and work full time with Disney in guest relations and live happily ever after.

Courtney Account Planner

Courtney Christensen is a senior studying communications. She was born and raised in Texas, but recently married an Idahoan, so she might be staying in the harsh Northwest for a while longer. She enjoys basking in the sun, reading books, torturing

her cat, and spending time with her husband. Ultimately, she would like to attend graduate school and teach at a university, but for now she’s working on finishing school and landing internships.

Scotti

Copy Editor

Scotti Tillery is an English major studying Professional writing. He is from Alaska and is currently a senior. He generally works as a copywriter in advertising campaigns. He worked to write the copy for the media execution

as well as the business promotions. He also edited campaign materials for final presentation.

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AppendixPCmover Survey

1. When did you purchase PCmover? a. 0-30 daysb. 31-60 daysc. 61-90 daysd. 91+ dayse. Other

2. What version of PCmover did you purchase?a. PCmover Professionalb. PCmover Homec. PCmover Windows 7 Upgrade Assistantd. PCmover Image Assistante. PCmover Business/Enterprisef. Other

3. Where did you purchase PCmover?a. Fry’sb. Staplesc. Office Depot

d. Office Maxe. www.laplink.comf. Other internet site: Please stateg. Other: Please state

4. How did you learn about PCmover?a. Google, Bing, or Yahoo! Adb. Review on a websitec. Friend/relatived. Newspapere. Magazinef. Other: Please state

5. What type of computer was your OLD computer?a. Desktopb. Notebookc. Other: Please state

6. Where did you use the OLD computer?a. Homeb. Workc. Bothd. Other: Please state7. What computer brand was your OLD computer?a. Dellb. HPc. Acerd. Applee. Toshibaf. Other: Please state

8. What type of computer is your NEW computer?a. Desktopb. Notebookc. Other: Please state

9. Where did you use the NEW computer?a. Homeb. Workc. Bothd. Other: Please state

10. What computer brand is your NEW computer?a. Dellb. HPc. Acerd. Applee. Toshibaf. Other: Please state

11. Overall, how satisfied are you with PCmover?a. Very unsatisfiedb. Unsatisfiedc. Somewhat unsatisfiedd. Neither unsatisfied nor satisfiede. Somewhat satisfiedf. Satisfiedg. Very satisfied

12. Please rate your opinion about your overall satisfaction of PCmover.

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a. Very low qualityb. Low qualityc. Somewhat low qualityd. Averagee. Somewhat high qualityf. High qualityg. Very high quality

13. Compared to other products of this type, your overall satisfaction of PCmover is:a. Much worseb. Worsec. Somewhat worsed. About the samee. Somewhat betterf. Betterg. Much better

14. Will you purchase PCmover in the future?a. Yesb. No

15. Would you recommend this product to others?a. Yesb. No

16. Please rate the following based on your most recent PCmover purchase (1 is the lowest score, 5 is the highest).a. Ease of use 1 2 3 4 5 Not applicableb. Performance 1 2 3 4 5 Not applicable

c. Product Support 1 2 3 4 5 Not applicabled. Installation 1 2 3 4 5 Not applicablee. Features 1 2 3 4 5 Not applicable

17. Please rank what you look for in order of importance when selecting products similar to PCmover.a. Quality 1 2 3 4 5b. Cost 1 2 3 4 5c. Convenience 1 2 3 4 5d. Brand Name 1 2 3 4 5e. Familiarity 1 2 3 4 5

Open-ended questions18. What do you like most about PCmover?

19. What do you like least about PCmover?

20. Do you feel there are any improvements that need to be made to PCmover? If so, what improvements do you suggest?

Demographic questions21. What is your age?a. 18 - 24b. 25 - 35c. 35 - 44d. 45 - 54e. 55 - 64f. 65+g. Other

22. What is your gender?a. Maleb. Female

23. What is the highest level of education you have completed?a. Grammar schoolb. High school or equivalentc. Vocational/technical school (2 year)d. Some collegee. Bachelor’s degreef. Master’s degreeg. Doctoral degreeh. Professional degree (MD, JD, etc.)i. Other

24. What is your current annual household income in U.S. dollars?a. Under $10,000b. $10,000 - $19,999c. $20,000 - $29,999d. $30,000 - $39,999e. $40,000 - $49,999f. $50,000 - $59,999g. $60,000 - $69,999h. $70,000 - $79,999i. $80,000 - $89,999j. $90,000 - $99,999k. $100,000 - $150,000l. Over $150,000m. Would rather not say

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25. Which of the following best describes the area you live in?a. Urbanb. Suburbanc. Rurald. Other

26. What region of the United States do you live in?

State drop down menu.27. Which of the following categories best describes your primary area of employment?a. Homemakerb. Retiredc. Studentd. Unemployede. Agriculture, Forestry, Fishing, or Huntingf. Arts, Entertainment, or Recreationg. Education - College, University, or Adulth. Education - Primary/Secondary (K-12)i. Education - Otherj. Constructionk. Finance and Insurancel. Government and Public Administration m. Health Care and Social Assistancen. Hotel and Food Serviceso. Information - Services and Datap. Information - Other

q. Militaryr. Minings. Publishingt. Real Estate, Rental, or Leasingu. Religiousv. Retailw. Scientific or Technical Servicesx. Softwarey. Telecommunicationsz. Transportation and Warehousingaa. Utilitiesbb. Wholesalecc. Other

All Secondary Research Sources:2006-2008 American Community Survey 3-Year Estimates: Age and Sex. www.factfinder.census.gov . American Community Survey.Fall 2009 Product: Electronics: Personal Computers Summary Any Brand Own at Home. MediaMark.Home Personal Computers-US-December 2008: Intent to Purchase. MintelHome Personal Computers-US-December 2008: Attitudes and Behavior Related to the Purchase Process. MintelAmerican Lifestyles-US-January 2010: Media Evolution: Tech Sales Lag but Millions Spend More Time Online. MintelAmerican Lifestyles-US-January 2010: Appendix: Additional Age Comparisons. MintelThe American Middle Class-US-December 2009:

Decision-making Drivers. MintelThe American Middle Class-US-December 2009: Psychological Profile. MintelConsumer Lifestyles in the United States: People in Their Thirties. Euromonitor.Consumer Lifestyles in the United States: Middle-Aged Adults. Euromonitor.Fox, Susannah and Jones, Sydney. Generations Online in 2009. Pew Internet and American Life Project. January 28, 2009. Understanding Boomer Segments. Focalyst Insight Report. February 2009. www.focalyst.comTop 10 Consumer Trends for 2010. February 8, 2010. Euromonitor.Hoovers. Industry Profile: Consulting Services.Occupational Outlook Handbook, 2010, 11 Edition: Management Analysts. United States Department of Labor. www.bls.gov.

Extra Budget Information:PCWorld subscription listEastern EditionCirculation: 780,256$11,528Eastern Edition circulates in Alabama, Connecticut, Delaware, Florida, Georgia, Maine, Massachusetts, Maryland, Mississippi (except the northwest corner), New Hampshire, New Jersey, New York (except the northwest corner), North Carolina, eastern Pennsylvania, Rhode

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Island, South Carolina, eastern Tennessee, Vermont, Virginia, Washington, D.C., and portions of West Virginia and southeastern Canada

CPM $11,528/780,256*1000=$14.7760 Reach * 4 Average Frequency= 240 GRP

Western EditionCirculation: 386,180$6800Western Edition circulates in Alaska, Arizona (except northeast corner), California, Colorado, Hawaii, Idaho, Montana, western Nebraska, Nevada, Oregon, Utah, Washington, Wyoming, western South Dakota and portions of southwestern Canada

CPM $6800/386,180*1000= $17.6060 Reach * 4 Average Frequency= 240 GRP

TexasCirculation: 138,863*$3747

CPM $3747/138,863*1000= $26.9860 Reach * 4 Average Frequency= 240 GRP

Goals Reach of 60 and Average Frequency of 4

Direct Mail List

Cost Pop Avg Frequency Reach CPM Eastern Edition $11,528 780,256 4 60 $14.77 Western Edition $6,800 386180 4 60 $17.60 Texas $3,747 138863 4 60 $26.98 Total $22,075.00 1,305,299

Regional Magazine Rates

PCWorld Cost Pop Avg Frequency Reach CPM Index 4 Issues 1/2 Page 4 color $22,453 225,000 4 60 $10.02 132 Eastern United States MaximumPC Cost Pop Avg Frequency Reach CPM Index 4 Issues 1/2 Page 4 color $24,935 250,000 4 60 $10.03 126 Western United States Total $47,388 475,000  

Rates and costs for Budget:

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Ostrow Model:Mag Chart: