2. WeareInsignis, anew agency full of driveand untapped
potential. Just becausewearethenew kidson theblock
doesn’t mean wedon’t havetheexperienceto get thejob
done. With innovatorsfrom every disciplinein theindus-
try wesolveproblemslikeit’sour job. Ok, it isour job…
but what mattersisthat wearegood at it. ey say when
you chooseanameit should re ect who you are… Insignis
isLatin for “distinguished” or “remarkable,” so you do the
math.
!"#$%&'()*
If you’rereadingthis, it’sbecauseyou want to besuccess-
ful, victorious, pro table, envied, desired, or any number
of attractiveadjectives. But beforeyou can beany of these
things, you must rst BeRecognized. And that’swherewe
comein. Insignisusesinnovativesolutionsto cra power-
ful, integrated messagesthat put the“know” in “known”.
Our number onegoal issimple…weaim to please. Wetake
careof thehard part so you can worry about beingyourself
becauseat theend of theday if you’renot yourself, you’re
just somebody else.
+,##)-"($-&.')/0($)#'.()
..1)22)#.34)5/&2'6
7"5/&.)%.8)#(&#('
ExecutiveSummary 1
Market Analysis2-4
Internal Analysis5-7
Target 8-9
Strategy 10-12
Branding& Positioning13-14
CreativeObjectives15-16
CreativeExecutions17-31
PublicRelations32-33
MediaPlan 34-35
Budget 36-37
Methodology & Testing38-39
Evaluation 40-41
3rd Year Recommendations42-43
WorksCited & Credit 44

3. 1
While traditionally the term “blah, blah, blah” is
rather well, blah… It doesn’t have to be, we are here to
breathe new life into the Blababooth brand.
Friendship is one of the most important aspects in a
young teen girl’s life. They are heavily influenced by
their peers and are leaders of current market trends.
We found that Blababooth will be able to create brand
awareness and a presence of brand recognition by fo-
cusing on these factors that the consumer is interested
in.
Blababooth is the first Internet-enabled photo booth
with integrated social-networking features that make
it the most modern and entertaining coin-operated
photo-amusement on the market today. Blababooth
furthers the experience of an original photo booth by
creating a unique experience that is unlike any other.
Through the research and insights collected, we have
found that there is potential for further growth, as Bla-
babooth’s control of the market and the unique expe-
rience associated with the product allow it to remain
miles ahead of the competition.
Friendship matters. Memories matter. A strong com-
munity matters. Blababooth will unify these values that
define the lifestyles of its target consumer, “the trend-
ing teens”.
!"#$%&'(#)*%++,-.

4. 2
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!"##$%&'()*$'+,'&-$'./#0$&1'
Huge popularity in Japan; very limited in the US; con-
sidered a dying trend due to many forms of photo technol-
ogy available today.
There are three or four times as many photo booths in
the UK than there are in America.
In the US, photo booths are typically installed indoors
in places for entertainment, such as video arcades and
amusement parks.
In Europe and Japan, photo booths are mainly to be
found in places of high footfall such as railway stations,
shopping centers and supermarkets, as their main use is for
passports, driving licenses, and other forms of identifica-
tion (DeAngelis, 2010).
2#+3&-'/%4'5$67)%$'+,'&-$'
./#0$&1
Huge potential, steady decline since market bottomed
out, past 4-6 months getting back to pre-crash numbers.
Unlimited growth because of the control of the market
and uniqueness of the experience and the product.
Since the recession, sales of the entire company went
down 20 to 30%, but over the last four to six months, sales
have steadily rose (Granados, 2011).
&-$'./#0$&1
Due to limited competition currently in the marketplace
(advanced to the point of fluent social media) profitability
seems promising.
Potential for profitability is extremely high; as the com-
pany grows the revenue sharing will diminish.
Companies will request Blababooth; they will not have
to share the profit due to exposure.
Currently every customer equals seven views online for
the company, as booths grow the company could increase
up to 20 views per person.
Partnerships: Cinemark, Forever 21, CW (Gossip Girl),
MTV, Coca-Cola, Old Navy (Granados, 2011).

5. 3
The Blababooth brand packages its image to a vibrant,
energetic, and silly individual seeking fun, amusement and shared
experiences to remember forever; furthers the
experience of an original photo booth.
Blababooth represents a small number of revenue share booths.
There are approximately 140 Blababooths (out of the company’s to-
tal 3,000) nationwide throughout several mall and theater locations.
Blababooth sales have not been incrementally more than the regular
photo booth sales (Granados, 2011).
8#$9)+":'8#+;+&)+%/7'
Bringing awareness to Blababooth with promotional
partnerships and contests.
Attracting relevant target audiences through popular
music artists, retail stores, and movies.

6. 4
First in its category to offer Internet-enabled
photo booth with social networking integration
Video recording during booth sessions
Consumers experience positive memories
and experiences
Integrates community by building brand
relationships with consumers
Social media presence on website
Confusion of affiliation with Fantasy Entertainment
and Foto Fantasy
Lack of product presence and proximity in retail
locations
Lacking logo visibility on photo strips
Limited information on Web site
Virtually no YouTube video presence
Lack of awareness on popular social networking sites
Very little sponsorships/partnerships
(&#$%<-&: =$/0%$::$:

7. 5
.)&%#)"*'()"*+,-,
Most modern and entertaining coin-operated
photo amusement on the market today.
First Internet-enabled photo booth integrated
with social media.
Strive to have the experience associated with
Blababooth become a leading and active role in
the social media community.
29% of users are registering on the Blababooth
site and 55% are claiming content (Granados,
2011).
Affordable for the target demographic.
>9$#9)$31 Heavy consumers are those that are leaders of cur-
rent market trends.
They are most influenced by peers; they want the
newest product of its generation.
Television and musical stars also influence them.
They have begun an individual sense of expression,
and they shop with friends for approval or what is
most popular at the time.
Blababooth can create brand awareness and a presence
of brand recognition by focusing on these areas where
the consumer is most interested.
Promotion: Partnerships such as Forever 21, Cinemark
and Old Navy can use booths as promotional tools;
therefore they pay for the privilege of using the booths
and also are opportunities to appeal to the consumer.
!+%:";$#'?%:)<-&:1

8. 6
Blababooth’s main competition are the company’s indirect competitors
that include smart phones with cameras, digital cameras, Photo Boxi or
other vending products. These include The Hurricane Simulator Booth
as well as apps because consumers have their phones with them and
can use them at their discretion and share the experience themselves
without utilizing photo booths.
!+;@$&)&)+%1'
5)#$6&'!+;@$&)&+#:1
1. PHOTO-ME: Manufactures and operates original self-service for strip
color and black and white photo booth.
2. PhotoWorks Interactive: Self-manufactured photo booths for sale or
rental.
3. Smart Industries: Full line of self-manufactured photo booths and
amusement products for the coin-op industry.
4. Apps: Such as Apple’s photo booth.
(&#$%<&-:'+,'
&-$'!+;@$&)&)+%1
Most imaging kiosks are not Internet enabled.
Digital cameras, smart phones, and apps might
pose a threat to photo booths because consum-
ers can create the entire photo and video shar-
ing the experience themselves, without utilizing
photo booths.
Other photo booths offer photo strips for rea-
sonable prices.
=$/0%$::$:'+,'&-$'
!+;@$&)&)+%1
Apple Photo Booth app. offers the opportunity
to manage and edit photos and videos, whereas
photo booths currently don’t.
Less brand awareness of competing photo
booths and less market share.

9. 7
A$1
1. Enhancing Blababooth’s already key differentiating factor by increasing
the accessibility and convenience of uploading photos and videos directly to
Facebook, Twitter, YouTube and other relevant social networking sites.
2. Value-added in the minds of the customer. Offering rewards or benefits
of sharing photos through Blababooth by partnering with various companies
or other rewards or points based social media. Offering rewards for brands
and companies customers would enjoy; anything that is of interest to the con-
sumer.
3. Enhanced through perceptions of quality- Highlighting the uniqueness
of Blababooth compared to other photo booths by gaining public awareness,
popularity, and endorsement from other trusted sources and influencers.
B#$%4:'B-/&'C#$'
Apps users can use on the go at their convenience
are very popular (Apple, Droid, etc.)
Integration into Smartphone category; Mobile
Marketing spending will surpass $1 Billion this year.
(Granados, 2011)
The recession gives low-cost entertainment more
opportunity to appeal to kids and family.
Social media growth allows for continual updates to
the Blababooth brand.
Technological advancements allow for convenience
factors, such as portability.
Making memories and bonding with kids. (DeAnge-
lis, 2011)
&-$)#'D$7/&)9$'(&#$%<&-:1'
Social Media - community aspect, cost effective, far reaching.
Product Placement - story telling, associating Blababooth with an inspira-
tional figure.
Out of home extensions - Photo Booth: Macs.
Mobile Technology - Apps, social media, integration into phone.
Blababooth is a manufacturer to rental companies, malls, and movie the-
atres.
The channels of distribution are direct to the consumer (Granados, 2011).

10. 8
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C<$1'
13-17 year old girls
E4"6/&)+%'F$9$71'
Junior high school and sigh school
?%6+;$1
Teens generally rely on parents for money or have part-time jobs.
These allowances or wages for a part time job pay out in small increments, which works against a large purchase such as a camera.
(MediaMark, 2004).
G/7"$:1
Independence, being on the cutting edge of pop culture and fashion, friends, community, fun, and entertainment
50% say that it’s important to fit in.
72% say that they make friends easily.
(TRU, 2002).
.+&)9/&)+%:1
Other peers as heavy influencers.
Immediate gratification.
Mostly concern themselves with how others perceive them.
When at the mall, they use photo booths as a social tool for promoting themselves like a brand.
They are motivated to remain constantly on the cutting edge (Media Mark, 2004).

11. 9
(%/@:-+&1
H$%%),$#'H+%$:
She is a 15-year-old girl who goes to high school.
She lives in a single-family house in a middle
class neighborhood with her parents, older sister
and dog.
She is very conscious of how others perceive her
and is very interested in fashion and pop culture.
She takes style tips from her older sister Jean,
who is 18 years old.
Jennifer shops at Forever 21, Old Navy, and
Claire’s. She is individualistic and independent,
but she also values the relationships in her family
as well (and most importantly at this age) those
with her friends.
She is a cheerleader for the football team at
school and her favorite hangout spot is the local
mall.

12. 10
/0%'2&#"&%1+
I+3'?&'=+#0:1
Documenting ‘in the moment’ at a Blababooth is less hassle. No
having to lug around a digital camera, remembering to upload
the photos later on, storing them on your computer where they’ll
get jumbled in with everything else on your hard-drive. Instead
you get to have a unique/fun experience right at the venue in our
booth and the image (along with an experiential video) is uploaded
to our site where it is saved and organized under your account.
Then it is easy to transfer everything to your social media outlet of
choice.
On top of the organizational factor, the designing and template/lay
out is all done from the convenience of your home. This is where
you can personalize that favorite moment. All the work that usual-
ly takes hours as well as numerous supplies is consolidated directly
into the actual experience making documenting your memories
fun and effortless. By branding the experience as a Blababooth
experience we are creating brand awareness/recognition, as well as
loyalty within the mind of the young consumer. We are thus creat-
ing a brand loyalist who is able to authentically represent herself, as
well as the moments she encountered with her friends.

13. 11
The idea behind our strategy is being more than a photo booth, but a virtual
scrapbook. Scrapbooking is a major trend within the US:
Over 25 million people in the United States alone consider themselves to be
scrapbookers (Danahinders, 2010).
Almost 30% of all U.S. households have at least one family member who
scrapbooks (Danahinders, 2010).
Scrapbooking is the fastest growing sector of the craft and hobby industry and now
considered to be the third most popular craft in the nation. From 2002 to 2004, sales of
scrapbooking products increased by over 27% across the United States(Danahinders,
2010).
Something our demographic of 13-17 year old girls loves to do is document special mo-
ments in their lives
AUTHENTICALLY. Whether it is seeing a concert, going shopping with your best friends or
celebrating a Sweet 16, young girls want to create and maintain that
memory.
Right now in order to scrapbook or as we call it “maintain memories” you have to visit a
store such as Michael’s or AC Moore and buy many different arts and crafts products, which
tends to get expensive, messy and timely:
The average scrapbooker spends almost three hours per week working on layouts and
other related projects (Danahinders, 2010).
The average scrapbooker owns nearly $2,000 in tools and supplies (Danahinders, 2010).
Scrapbookers average 6.1 visits to craft stores per scrapbook (Scrapbooking Statistics,
2005).
Scrapbookers spend an average of $81 per scrapbook (Scrapbooking Statistics, 2005).

14. 12
1) Creating Brand Awareness
2) Build Community
3) Drive engagement
4) Generate Loyalty

15. 13
3#")4-)1'5'67,-&-7)-)1
Perceived Quality: Blababooth will be synonymous with capturing
authentic reflections of friendship. By creating a personalized virtual
scrapbook through Blababooth, consumers will be able to express
themselves and capture authentic reflections of friendship to share
with more friends or family members.
Creating a virtual scrapbook connects to the consumers’ mindsets
because it allows them to share in a social experience, express their
individuality and creativity, and build up their identity on social
media. The virtual scrapbook will make all of this possible by hav-
ing creative and original options to choose from such as frames for
photos and all of the typical scrapbooking materials one might find.
A#/%4'C3/#$%$::
Brand awareness will depend on several factors. The first will be
the point of purchase displays as well as the brand logo. These
must be redesigned so that no matter where the Blababooth is
located or what other company associations it has, its own brand
is easily recognizable.
Another aspect of brand awareness will be to redesign elements
of the Blababooth photo strip paper. Especially when work-
ing with other companies, such as Forever 21, the actual photo
strip still has to be identifiable mostly with Blababooth. The new
marketing strategy would redesign the photo strips so that the
Blababooth logo is more prominent and visible on the strip.

16. 14
A#/%4'C::+6)/&)+%1
Organizational associations: Blababooth will have partnerships with
different companies, vendors, and events (continuing some already
established ones) such as Cinemark, Forever21, MTV, Coca-Cola,
and Old Navy.
1. Brand Personality: Blababooth’s brand personality can be
described as fun, entertaining, hip, playful, and silly but not kid-like.
By branding it as a product for a hip, mature but still young-audi-
ence, the primary teen consumers will be drawn to it because they
might aspire to be perceived as older. At the same time older con-
sumers will still be able to use it without seeming to be completely
child-like.
1. Emotional Benefits: The primary emotional benefit of Blaba-
booth will be to capture authentic reflections of friendship. Blaba-
booth is able to capture the sincerity of friendship in its realest form
and create an option to share that with the world.
1. Self-Expressive: The self-expressive benefits of Blababooth
will be that it allows for individuality and self-promotion. Consum-
ers can build their virtual scrapbooks according to their individual
creative tastes and express not only what they like but also exactly
who they are.
Brand loyalty for Blababooth will be built through the creation
of virtual scrapbooks, the ability of the product to capture
authentic reflections of friendship, and various offers of
customer incentives. By integrating a unique physical space
with the technology of social media, Blababooth combines the
sharing capabilities of smart phones with the experience of the
original photo booth.
8+:)&)+%)%<'(&/&$;$%&1
Blababooth is the only photo booth that
records and captures authentic reflections of
friendship and allows you to integrate these
reflections within social media to create an
individualized virtual scrapbook in addition
to the physical photo strips.

17. 15
8#%"&-9%':;<%=&-9%,
Branding is the most prominent issue because the brand
name does not resonate in the mind of the consumer.
C::)<%;$%&1'
Develop top of mind awareness of Blababooth within the
mind of the consumer. Highlight key differentiation factors
(social media components, virtual scrapbooking through
video capturing feature).
C&&)&"4$1'
Now: Photo booths are fun and a great way to capture
moments with friends, but they’re kind of outdated.
There’s no need to go use one in the mall anymore when
I have other convenient devices like my iPhone, com-
puter and digital camera.
Future: I like to share photos easily online with my
friends and document good times through making
scrapbooks. Blababooth helps me do this by creating a
fun experience and allowing the ability to easily share
with friends through online communities.
C"4)$%6$1'
We are aiming for young girls, ages 13-17. They are seeking ap-
proval and acceptance, as well as recreational activities that allow
them to document their time spent with friends. These girls are
expecting immediate gratification from technology, therefore the
features of the booth will appeal to them.
You should use Blababooth as your photo booth for
your next trip to the mall or movie theater because it
creates authentic reflections of friendship by document-
ing your memories. Our booths give you more than
just photo strips; they also integrate video capturing
and social media capabilities. Now capturing, and more
importantly, remembering that special moment is as
easy as hopping inside the booth then paying us a visit
online.

18. 16
./)%&/)%'8#$:$%6$')%'&-$'
.)%4'+,'&-$'!+%:";$#1
Loyalty Programs
Discounts/Coupons to consumer’s favorites (i.e. Partnerships
with Cinemark, Forever 21 etc.)
Virtual Scrapbooking that stays technologically relevant and
allows consumer to share their personalized photo experi-
ences
Keep updating graphics so that they stay relevant and exciting
to the audience
Hold contests to gain consumer insight, but also to give them
a voice.
=-/&'):'&-$'!"##$%&'
E%9)#+%;$%&J
People do not seek out photo booths they stumble upon them.
Their choice in using one photobooth over another is not based
on a selective choice but merely convenience because people do
not differentiate photobooth brands. Photo booths are still con-
sidered an “old fashioned” form of entertainment and something
that one does impulsively. Blababooth is a unique brand of photo-
booth that has a point of differentiation and can be an affordable
method of documenting memories; compared to other mediums
this is a less expensive alternative. The social media components
and the video playback contribute to the virtual memory making
through authentic reflections of friendships.
B/6&)6/7'C@@#+/6-1'
Users will be involved with the product largely through social
media and online marketing initiatives. The Blababooth virtual
scrapbook itself is a great marketing tool because it is shared
with others. The product website, Facebook, Twitter, and loca-
tion-based social media such as Foursquare will serve as key
tools for engaging consumers. Partnerships with popular retail-
ers and relevant businesses will also involve consumers who
might not otherwise be exposed to the product.
Blababooth is fun, silly, and authentic. The brand stays on
trend by providing consumers with a photo experience that
they can share virally and customize to their unique personali-
ties and relationships with their friends and loved ones.
=-/&'5+'=$'=/%&'&-$
C"4)$%6$'B+'5+J
Blababooth can be the consumer’s alternative to traditional scrap-
booking. Rather than to simply use Blababooth as an ordinary
photo booth, it should be used as a platform for documenting
memories. In order to be a more successful brand we want our
target market (13-17 year old girls) to promote Blababooth through
word or mouth, buzz, and viral opportunities.

19. 17
8#%"&-9%'>?%=@&-7),
B-$'8-+&+'A++&-1
Brand trademark/logo:
Brand trademark/ logo has been changed to reflect
brand and target audience.
Brighter colors and more prominent position on the
booth.
The Blababooth tagline is “Snap, Create & Share.” It is
the simplest and most direct way of explaining what
Blababooth is used for.
The tagline has been added underneath the brand
logo.
Outside of booth:
Design and layout of the photo booth has been changed to a
simpler, more age and image appropriate point of purchase.
More youthful and fun images have been utilized to connect
the brand experience with the consumers.
Scrapbook elements added as visual images to outside of
booth.
Images and designs will change depending on geographic
location or promotional partners but overall design esthetic
is the same for all booths.
Actual, pre-recorded and authorized videos to be shown on
monitor on outside of booth.
QR code added for instant uploading of photos and videos,
and promotional uses.
Social networking site logos subtly added to outside booth,
not obscuring outside wallpaper.
Inside of booth:
Wallpaper of brand trademark/ logo inside the booth to show
up on strips and video in order to help promote the brand.

20. 18
!/7),+#%)/'8-+&+'A++&-

21. 19
K+#$9$#'LM'A++&-

22. 20
B-$'8-+&+'(&#)@:1
Brand trademark/logo has been placed prominently on strips.
Personal customization features emphasized on strips.
Promotional code, web link, and instructions moved to back of strip.
Icons from social networking sites removed from strips.
Forever 21 strip Regular strip Back of strip

23. 21
Basic templates with some colors, fonts, photo insert positions, and object inserts have been created.
Users can also customize their scrapbooks and choose various backgrounds, fonts, and colors without using a specific tem-
plate.
More advanced templates can be unlocked by consumers through participation in an event or marketing campaign.
Object inserts: just like an actual scrapbook, there are different image cutouts that can be placed in the scrapbook (for exam-
ple: the Eiffel Tower, food items, musical instruments, etc.).
Users can place their videos or photos anywhere in the scrapbook by dragging them in.
!"##$%&'$!())"(
*"+),(-"."/
!"#$#$%%&'
Joy and Sammie’s
Beach Day!!
!
!
!
Cali Gurls
VeniceBeach
!"#$#$%%&'()*++

24. 22
2$%$#/7'5$:)<%'E:&-$&)61
Mimic the Booth: The Site should aim to be more
interactive like a Blababooth. Perhaps having videos that give
the consumer a virtual tour of a Blababooth could be one way
to execute this. The top section of landing page could have an
ongoing slideshow of real photos taken in the booth. Overall,
the site should be vibrant, fun, and all about
friendship.
Logo: The new Blababooth logo has been prominently placed
in the center/top of the website. This will build brand
awareness and make the website more user friendly.

25. 23
Blababooth is different, unique, fun, and designed to allow con-
sumers to show their true reflections of friendship and their most
personal moments. The website will not just be a pit-stop for
checking your photo strips, it will be an online community of
friends interested in virtually scrapbooking their memories. By
adding a “My Page” section to the website, consumers will be able
to enjoy their photo strips online while also adding all of their
video content, social networks, contest memberships, and most
importantly their own scrapbooking personality.
Their page is designed by them and is uniquely different
from their friends’ pages. All of their strips can be found on their
page, that way their friends can easily see photos of people they
know instead of searching for them. Their booth videos will be on
the page as well. The page will give options to format and design
the page according to their preference. There will be a wide variety
of options such as colors, mock scrapbooking details, and other
“home-made” looking options. “My Page” should speak to the con-
sumer as a true reflection of their personality similar to the
reflections of friendship found in all of their photos.
The website would have a space dedicated to Blabarazzi, which is
Blababooth’s own social media space. The Blabarazzi page would
also be a space where users upload content in order to enter con-
tests or promotional events. Blabarazzi would create a greater
sense of community and social connection for consumers, and
would also help drive traffic to the Blababooth website because us-
ers would be checking back frequently to see who has been view-
ing their page.
F)9$'B3)&&$#'K$$41
The landing page for Blababooth will show a live Twitter feed. The feed
will display current conversations being discussed about Blababooth
from Blababooth’s handle or any related hashtags from Blababooth part-
nerships/contests. When a partnership, such as Forever21 or Old Navy
is planned, an appropriate hashtag for the partnership or contest will
begin from Blababooth and then be perpetuated by consumers. Having
the Twitter feed on the website will allow consumers to become more
aware of the social media platforms that Blababooth utilizes and will
build brand awareness.

26. 24
Any current Blababooth contests will be easily found on the
website. A specific section of the website will be dedicated to
contests and will have a simple call-to-action option, which
will be the “join the contest” option. Blababooth consumers
can instantly join a contest that is interesting and relevant to
them.
8/#&%$#:-)@:1'
Any partnered companies with Blababooth will share a space
on the website that details some of the incentives of the part-
nerships such as contests and discount opportunities. The
partnership companies are well known and resonate well with
our target; therefore, those partnerships should be used to Bla-
babooth’s greatest advantage. For example, if a partnership with
Cinemark involves a new movie, the Blababooth website should
promote that partnership in coordination with the theme of
the movie. The section of the website dedicated to partnerships
should leave a space for possible movie advertisements such
as trailers or movie posters. Amongst the advertisements will
be an option to join a promotional contest with Blababooth to
receive free tickets to a movie screening or other form of incen-
tive.A discussion board, chat, bulletin board or another section
where you could post questions, topics, or review your expe-
rience with Blababooth is a necessary addition to the page.
It could specify which specific booth location the customer
used so better upkeep and management can be taken with
each booth. Customers would be able to make suggestions for
changes and engage in conversations with other customers as
well as Blababooth representatives. This option would allow
Blababooth to track customer satisfaction as well as create a
better sense of community amongst Blababooth users.

27. 25
This would be the initial page that the site address takes you to.

28. 26

29. 27

30. 28
(/;@7$'G)4$+'8/<$1

31. 29
1) Invitational’s (Forever 21/Cinemark):
Our target of 13-17 year old girls loves to feel special and ex-
clusive. Being given an opportunity to see or experience some-
thing before their friends is a great way to win these girls over.
By granting our loyal customers access to exclusive invitationals
from our partners at Forever 21 and Cinemark, we are doing just
that. Invites to Forever 21 will occur around new Fall/Spring line
fashion shows where the girls can try on the new clothes before
anyone else. This a chance to take pictures in the in-store Blaba-
booths to send to their friends over Facebook and Flickr, which
will promote not only the clothing and the exclusivity, but Bla-
babooth as well. For Cinemark there will be invitationals around
the releases of select new movies where customers will be invited
to advanced screenings. Again this will allow them to showcase
authenticity at the premieres since they are the biggest fans of
movies such as Twilight and will be rewarded for that. They can
take pictures at the screening in our Cinemark Blababooths,
which will promote the movie and the Blababooth brand.
2) Sweet 16’s:
As MTV has shown us, today’s 16-year-old girl (who falls directly
within our target) is all about having the best sweet 16 party out
there. Since there already is friendly competition when it comes to
these parties, why not use this to Blababooth’s advantage. The booths
will have an individual category to record Sweet 16 invites to send
out over social media sites such as Facebook and Myspace, or directly
through email. Here the girls can design and customize their own
Sweet 16 invitations through the recording feature inside the booth.
This will also allow them to create photo strips that they can hand
out at the party as keepsakes to remember the big day. After all is said
and done the booth can be utilized to go back and quickly and easily
record those ever so annoying thank you cards, that Mom’s around
the world are notorious for requiring. As a special promotion for the
launch of this program, Blababooth will give away a free Super Sweet
16 party to the girl who creates the most original and authentic invi-
tation to her Sweet 16. These parties are all about girls trying to cap-
ture who they are at that moment in time and share it with friends,
and Blababooth will allow them to do just that.
3) Take a photo with a friend:
Girls young and old love to shop, dress up, and take photos with their friends. This is key to our target that would be
traveling to the mall as a recreational activity with a group of girlfriends. Take a Photo With a Friend will encourage our
13-17 year old target consumers to go to a Forever 21 with their friends and take photos wearing Forever 21 attire in one
of these stores. Once these photos are uploaded to the website, Blababooth will track your photo and enter you into a
drawing to win coupons for 20% off of Forever 21 merchandise. This promotion could also be applied to Old Navy and
other partnerships.
2"$#)77/'./#0$&)%<1

32. 30
!+%&$:&:1
All of the following contest ideas are cheap and affordable ways that will fit into our cam-
paign budget.
Art: Most creative Blababooth scrapbook.
Portrays both creativity and the most special friendship moments.
Minimum of 5 photos.
Winner will receive 3 free Blababooth sessions, a $50 iTunes gift card that can be used for
future Blababooth creations in the booth and also the opportunity to become the face of
Blababooth (main image that will be portrayed on the website and booths).
Twitter: Create a #hashtag for Blababooth: #pose4blaba
Post incentives on Twitter that would entice people to follow the Twitter account more.
Have a free giveaway each month—movie tickets, coupons to places in the mall, gift cer-
tificates etc.
In order to win these giveaways, you need to be the first person to Tweet from a Blaba-
booth location.
Days and times of the monthly giveaways will be posted consecutively.
Partnership:
If there is a new movie coming out that Blababooth partnered with, the contest can con-
sist of contestants editing and creating a themed movie video based on that movie. Top 3
winners will receive two movie tickets to that movie coming out.
The same can be applied to Forever 21. Consumers can upload their videos/pictures in
the Blababooth with their best Forever 21 outfits and the winners will win a $100 gift
card to Forever 21.

33. 31
D$&/)71
Blababooth is looking to expand its efforts in retail stores, specifically Old Navy.
In a television commercial or print advertisement, Old Navy models could be
inside a Blababooth taking photos of their Old Navy Super Cute Tees (which may
be an item coming out for their summer clothing line). They could then offer a
similar discount opportunity as the Forever 21 invitational idea, in which con-
sumers could receive a coupon for showcasing Old Navy’s new clothing line by
taking photos in the Blababooth.

34. 32
6@;*-='A%*"&-7),
The Reality Challenge
“The Reality Challenge” will be a casting call for an MTV reality show,
where consumers enter their auditions exclusively through videos
taken from Blababooths. The partnership will be between MTV, Bla-
babooth, Coca Cola, Warner Bros. Music, and Forever 21. The goals
of this event and partnership are first, to promote the video-capture
Blababooth feature, which has been widely misunderstood, in a way
that consumers can understand the correct usage for it. Secondly, to
create a mutually beneficial experience where Blababooth will commu-
nicate its brand experience and personality to consumers, who share
the same traits. And finally, to build lasting relationships with consum-
ers by showing them what the brand is all about.
Old Navy Partnership
A partnership with Old Navy could give Blababooth a great
opportunity to be featured in their “Super C.U.T.E.” commer-
cial. The scenes in the commercial featuring Blababooth could
portray a model and her friends posing together wearing their
Super C.U.T.E. tees, dresses, or any other upcoming styles. These
scenes could also feature a view of the photos actually printing
with the models in their outfits. Another scene could show the
girls at their laptops or on their mobile phones sharing the con-
tent. The iPhone app Shazam could also be utilized to add music
to the experience or to link consumers to the styles seen in the
commercial and other current and future styles.
Sweet 16 Launch
Blababooth will give away a free Sweet 16 party to the girl who
creates the most individualized and personalized invitation
to her Sweet 16. Submissions will consist of personalized re-
cordings of invitations to ideal Sweet 16 parties. Entrants will
create a profile on Blababooth’s site, where they will upload
their videos and photo strips from the sessions. Here, they will
personalize their invites using scrapbook feature. Once upload-
ed, entrants will have the opportunity to vote on one another’s
invites using the new “Blabarazzi” feature on the site. A panel
of judges will decide on the best invite. Social media be used to
promote the launch of the program.

35. 33
./:6+&1
Blabagirl is a mascot who would wear an identifying cos-
tume and would go around the city giving out deals and
coupons. She would post updates on her whereabouts
through Facebook and Twitter and people would meet her
at a location to collect prizes. Blabagirl would then take a
picture of herself with the people who found her and post it
on Facebook and Twitter.
B3)&&$#1
A live Twitter feed will be established on the Blababooth
website to create and maintain conversations with our
teenage target. The Hashtag #pose4blaba will be imple-
mented to allow people to search and communicate with
Blababooth topics more easily and in a more organized
manner. The Twitter feed will feature incentives to get
Blababooth consumers interested in caring and wanting
to be involved with the community. These incentives are
to include a giveaway every month. Twitter will be used
for Blababooth to connect with consumers on a personal
level.
Blabarazzi will be Blababooth’s own social media space where users
can share and view other user’s content. Users will create a profile
and have the ability to post pictures, video, and scrapbook pages as
well as having the option of tagging other users, creating labels for
projects, and comment on others’ work. Content can be made pub-
lic or private. Blababooth will also provide users with the feature of
knowing who’s viewed their pages and how many views their pages
get. The purpose of Blabarazzi is to foster a sense of community and
give users a chance to interact with each other about the product
and experience as well as to drive traffic to the Blababooth website.
N
E9$%&1
Scavenger Hunt. Participants would be notified of what their first
clue is by Facebook. They would then go throughout a city and do a
number of tasks and collect a number of items at various locations
(the clues to the next tasks would be located in these various areas).
The next step would be to go to the nearest Blababooth in that city
and document that they have collected each of the items and ac-
complished each of the tasks through a photo strip and then design
a scrapbook around the scavenger hunt. Submitting a scrapbook
would qualify them to win a prize.
(+6)/7'.$4)/1

36. 34
!%4-"'6*")
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With our media plan, we will focus on creating brand awareness through the use of
social media. We will increase the usage and return on investment, ultimately building
a community, driving engagement, and generating loyalty.
In 2011, 63.7% of US Internet users will use social networks on a regular basis – teens
being the heaviest group of users (Demographics 2011).
Based on the foundation of capitalizing on the psychographics and technographics of
our target, our campaign is designed to reach the pertinent stages of our target’s life.
Online materials will be utilized to capture our target as it relates to their growth and
their memory-making lifestyles.

37. 35
.$4)/'(6-$4"7$1

38. 36
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39. 37

40. 38
!%&0747*71+B/%,&-)1
To assess the effectiveness, Blababooth will monitor sales, new customers, consumer and
brand interaction, booth traffic, website traffic, and click-through rates.
In order to determine an increase in traffic to booths, Blababooth will measure the cur-
rent traffic in comparison to post-campaign.
Customers will redeem coupons from print ads for discounts with their purchase. Coding
these can help determine which ad or publication generates the best results.
Measuring the response rates from incentives offered on Twitter will show an increase in
following and consumer interaction.
Compare pre- and post-advertising traffic on the website by tracking the hits on the site.
We will use a social media platform for analytics to keep track of trends on Facebook and
Twitter. (TweetDeck, HootSuite).
Tracking video sharing on YouTube from the website. (YouTube Analytics).
Specific codes for each medium that tracks where the consumer was informed of Blaba-
booth. Code would be used when signing up on Blababooth’s website.
Measuring traffic from Blababooth’s website to partnership sites, and vice versa via analyt-
ics. Google analytics is beneficial to keep track of all trafficking.
>9$#9)$31

41. 39
Attach surveys to twitter and FB blasts on promotions for con-
tests. Incentivize them by offering 5% off dependent on the part-
ner and seasonality of offers at their stores (Forever 21, Old Navy,
Cinemark) or directly at Blababooth for returned and completed
surveys.
!+%6$@&'B$:&)%<'OH/%'
LPMLQ
Determine attitudes of brand experience before cam-
paign begins.
Introduce digital personal page scrapbooking option
exclusively to the California area.
Determine attitudes of brand clarity before campaign
begins. Introduce/test sample of copy from Blababooth
website, tagline, wallpaper, etc. in California area.
'8#$NB$:&)%<'OH/%'LPMLQ
Before campaign, pre testing meant to record thoughts
before purchase, opinions from target market, and key
industry behavior patterns.
Evaluate customer satisfaction and opinions on brand.
Track booth traffic.
Measurement of sales, social media, and website traffic
before the start of campaign.
!+%6"##$%&'B$:&)%<'
OLPMLNLPMRQ
10 second in-booth video capturing instant feedback im-
mediately after video recording and photos are taken.
Website questionnaire before scrapbook option can
begin.
Track booth traffic.
8/#&%$#:-)@'B$:&)%<'
OLPMLNLPMRQ
Coding redeemed coupons
Track social media responses and following through
analytics (TweetDeck, HootSuite)
Social Media Contests/#poseforblaba
Track codes
Track number of videos recoded each day throughout
entire campaign
Record analytics of sales, website/social media traffic
through various methods.
'8+:&NB$:&)%<'O5$6'LPMRQ
Monitor sales increase and in order to increase vends
Evaluate thoughts about photo booths after usage and
behavior that is consistent to measure
Track booth traffic
3rd Year Reccomendations
Monitor social media
Monitor twitter hashtags
Rank of booth’s site: Quantcast
Measure partnership sites

42. 40
D$6+;;$%4/&)+%:';/4$1
Giving the Blababooth brand a way to connect with its target audience through virtual scrapbooking.
Redesigning the website to reflect the age, interests, values, and motivations of the target audience.
Redesigning both points of purchase with more a user-friendly image that clearly communicates the Blababooth
brand to consumers.
·Guerilla marketing tactics that capture what is important to the target audience and capitalizing on these events to
integrate Blababooth into the experience.
Contests that utilize social-networking features of the product, promoting these features through consumer in-
volvement and incentives.
Surveying the target audience to determine their attitudes toward Blababooth before and after exposure.
Creating partnerships and events with organizations like MTV and Old Navy to increase product and brand aware-
ness within the target audience.
Utilizing social media to create a sense of community of Blababooth users and to increase the company’s online
presence.
Creating a media plan that targets social media organically, utilizes out-of-home media such as cinema and mall
advertising, and magazines that have a high readership index with our target through partnerships.
>9"*@"&-7)

43. 41
I+3'4$6):)+%:'3$#$';/4$1
Target audience’s interests, motivations and values show a strong sense of pop-
culture and fashion, wanting to belong socially, and making friends easily.
Scrapbooking emerged as a common pastime of the target audience.
Consumers may be aware of photo booths, but don’t associate a brand with them.
Photo booths are considered to be an impulse purchase.
Consumers are not fully aware of all of Blababooth’s innovative features including
video capture.
Consumers generally are not aware of the Blababooth brand or product itself.
Blababooth’s website didn’t reflect the target consumers age and personalities.
Blababooth’s photo booths and strips didn’t communicate the brand name or key
messages.
,+#'&-$',"&"#$1
Increase budget to allow for a more sustained media plan and to allow for the me-
diums of print and television as well as pop-up banner ads for digital media.
Increase primary research by profiling target audience through mall intercept and
cinema intercept surveys.
Tracking sales/ vends through unique codes given to consumers to claim material.
Monitoring social media traffic and demographics.
Monitoring hash tags.
Monitor time spent on Blababooth website and manipulating it’s various features.

44. 42
C#4'D%"#'
A%=7EE%)4"&-7),
Texting is one of the things 13-17 year old girls do best. On average teens
send/receive 96 text messages a day (Nielsen) and 84% of teens have a cell
phone (CMCH). Since texting has become the new preferred method of
communication for these girls, personalizing the process is something
that is extremely important. By partnering with Verizon, Blababooth
will grant you the option to record a video in their booths. You will then
customize that video and turn it into a video ringtone. You will be able
to trade these customized ringtones with one another and the authentic
reflection of who you are will be communicated each time you text or call
your friends. My Tones can be updated or re-recorded at any booth and
can be shared directly through text messages, emails or social media sites.
8#+;'/%4'($;)'K+#;/7
Attending prom or a semi formal is an important memory of high school
that you share with your friends. Blababooth will become an important
part of these young girls’ experiences by capturing their special day. Of
course photographers and your best friend’s camera will be able to docu-
ment your experience, but with Blababooth you can share these moments
immediately online and have a more personalized and creative way (a
scrapbook) to hold on to the memory of this event.
2),&'2)9)%<
When certain times of the year roll around, whether it is a holi-
day or a birthday, everyone can struggle with a gift idea. While
getting a gift for just anyone can be difficult, our creative and
youthful target can use their social media inspired minds to
photograph themselves and design a template on Blababooth for
an aforementioned time of year. There will be a variety of photo
strip options for different times of the year, which would coincide
with particular holidays and events. These photo strips could
be shared by uploading the template to Facebook, emailing to
a specific friend, family member, or teacher, and lastly, through
a printing option that will allow you to not only showcase your
template digitally but also tangibly.

45. 43
2+::)@'2)#7
In order to build and maintain brand awareness, Blababooth should partner with Twit-
ter and The CW’s “Gossip Girl” for product placement. Main characters Serena and Blair
would have a fight while posing in the prominently displayed Blababooth at an even on the
show. Then, another main character, possibly Vanessa, would find the photo strip of the
fight with the unique code and upload the photos and video to the Gossip Girl feed that
all of the characters on the show stay in touch with. The actors would then tweet about the
scene on Twitter after the show airs. This would be a great way for Blababooth to connect
with its target audience, as they are avid viewers of the show and a great way to get public-
ity for Blababooth.
B/#<$&)%<'.+&-$#:
Something our demographic of 13-17 year old girls loves to do is document special mo-
ments in their lives. Mothers (98% of scrapbookers are women) are always eager to docu-
ment family vacations as well as milestones in her family’s lives. (Danahinders, 2010.)
Blababooth should find a way to, not only, encourage the cycle of documenting moments
throughout a lifetime to pass on to children, but to brand the experience as a Blababooth
experience in order to create brand awareness/recognition. We are thus creating a brand
loyalist who will one day introduce her daughter to the Blababooth brand. Our target mar-
ket consumer will use Blababooth to document her memories, as she gets older and transi-
tions into our secondary demographic of 18-25. Once she has left our main and secondary
demographics she will still be in the Blababooth family, by introducing her children to the
product and continuing the cycle.

46. 44
F7#$,'8-&%4
2G%=-"*'/0")$,
Arthur, A. (n.d.), www.gfkmri.com
Danahinders. (n.d.). , www.scrapbooking.lovetoknow.com
www.emarketer.com/blog/index.php
www.mycreativememory.com
Tru Presentation 2002
A special thank you to Doug Quintal and Elizabeth Gra-
nados for their gracious help and support. Many months
of preparation have led us to this final campaign. We
thank you for your contributions and continued effort
with our team.
Alissa Feldbau
Bradley Gelber
Teodora Kaltcheva
Christina Hernandez
Michael Berman
Rebecca Davis
Adria Theoharides