CMGT 541: Integrated Marketing Communication Systems Final Project Presentation Deck Professor Andrea Hollingshead "Let's Do It Together" - an integrated marketing communication strategy for RadioShack

1. Andrea Hollingshead | CEO
LET’S DO IT TOGETHER.
1

2. Stephanie Lin
Art$Director
Sue Jiang
Marke-ng$Manager
YuXing Chen
Consumer$Research$
Director
Seok Won Kim
Media$Planner
2

3. BRAND
CHALLENGES FINANCIAL
TURMOIL
MOBILE/TABLETS
ARE DRIVING
GROWTH
OUTDATED
BRAND
IDENTITY
4

4. SITUATION ANALYSIS
Market'
satura*on
Growing'
external'
compe**on
Shrinking'
market'
share
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5. One$of$the$biggest$online$retailers Biggest$player$in$Consumer$Electronics$Store$Industry
SITUATION ANALYSIS
18.9%
46.3% 16-35
6

6. QUALITATIVE
FIELD OBSERVATIONS4
INTERVIEWS20
SENTIMENT ANALYSIS
SURVEYS91
QUANTITATIVE
CONSUMER RESEARCH
46% FEMALE54% MALES
94% 18-44
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7. Low$brand$awareness$
Low$brand$regard$46%
41%$Nega.ve$brand$reputa.on
BRAND
IMAGE
CONSUMER RESEARCH
8
Consumer$Preference$#1'

8. CONSUMER RESEARCH
ENGAGE
ONLINE
Research$online$$
before$purchasing$$60%'
67%$$Prefer$online$shopping
72%))Get$informa.on$
from$social$media
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9. SHOW INTERESTS
IN FIXING
ELECTRONICS
MORE FAMILIAR
WITH
RADIOSHACK
LESS LIKELY TO
GO BACK FOR
BUSINESS
1 - LOWEST 2 3 4 5 - HIGHEST
0 1 1 0 0
2 2 2 2 0
5 2 8 2 2
6 9 14 12 2
6 4 3 3 2
1 2 3 4 5
1
2
3
4
5
FAMILIARITY W/ RADIOSHACK
INTERESTSINFIXING
ELECTRONICS
1 2 4 2 3
0 10 10 5 3
12 6 8 3 0
0 1 5 7 1
0 0 0 2 0
FAMILIARITY W/ RADIOSHACK
LIKELIHOODOFGOING
BACKFORBUSINESS
1 2 3 4 5
1
2
3
4
5
CONSUMER RESEARCH

10. Emphasis on TV advertising
• TV$ads$
• Social$Media$plaEorms$
• Interac-ve$Digital$media:$brand$
website,$microsite,$blog$
• Partnerships:$Maker$Media,$liJlebits$
• Print$
• OOH
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Product Sales
Do-It-Together
Store
Renovation
CURRENT MARKETING
COMMUNICATIONS

11. SWOT ANALYSIS
PRODUCT$SUPPORT$AND$
REPAIR$SERVICES$FOR$LOCAL$
COMMUNITY
CATERS$TO$THE$GROWING$
MAKERS$COMMUNITY
LIMITED PRODUCT DIVERSITY
WEAK E-COMMERCE SITE
COMPETITION FROM BIG
BOX RETAILERS
COMPETITION FROM ONLINE
RETAILERS
NUMEROUS$STORES$
INCREASE$RADIOSHACK’S$
CUSTOMER$REACH
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12. STRATEGY
RECOMMENDATIONS
UMP
The$“convenience$store”$
for$all$your$techNrelated$
needs
Communication
Objective
Differen-ate$RadioShack,$
genera-ng$posi-ve$
associa-ons
Target Audience
Anyone$with$$
technological$needs
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13. THE DITeam
Staying$true$to$the$brand$vision:$
Connec-ng$people$to$innova-ve$
technology
Posi-oning:$Tech$experts$
connec-ng$consumers$to$
technology
We$are$always$here$to$helpN$
like$your$other$family$member
OUR SOLUTION
#DITeam14

14. The Pioneer
Characteristics
Innova-ve,$curious,$brave,$
op-mis-c$about$the$future
Superpower
Telepathic
Expertise
Tech$expert
The Defender
Characteristics
Strong,$sensi-ve,$selfless,$and$resolute
Superpower
Moves$extremely$fast
Expertise
It$Happens$Protec-on$Plan
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15. CREATIVE
EXECUTIONS
Social Media TV Spot
Further opportunities:
• DITeam$workshops$
• Serial$shortNform$video$contents$
online
Outdoor
Advertising
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16. Outdoor Advertising
Raising$awareness$about$the$Fix$It$Here!$services
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17. Online Campaign
24/7$DITeam$answering$to$tweets$and$posts$with$
the$hashtag$DITeam.$#DITeam
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18. Television Spots
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Storyboards$for$Television$Spots

19. TV SPOT PROMOTING #DITEAM
Using$#DITeam$through$TwiJer/Facebook$
wherever$and$whenever
RadioShack$DITeam Family

20. “The Big Day”
Promo-ng$the$It$Happens!$Protec-on$Plan
RadioShack$DITeam
MaO$
(RadioShack$customer)

21. FACEBOOK TV$SPOTYOUTUBE
TWITTER
OUTDOOR$AD
“FIX$IT$HERE!”$Service$
“It$Happens”$Protec.on$Plan$
24/7$Tech$Experts
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22. Obtaining'brand'
awareness'and'
preference
MEDIA OBJECTIVES
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Increasing'purchase'
inten*on
Retaining'budget'
against'compe*tors

23. BUDGET & MEDIA MIX
Sponsorship
6%
Promotion
6%
Social Media
11%
Radio
1%
Online (Banner & Search)
17%
OOH
6%
Magazine
1%
Cable TV
33%
Sports Marketing (Virtual)
6%
Network TV
14%
$90$million
MEDIA)BUDGET
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Network TV $ 13,000,000
Cable TV $ 30,000,000
Radio $ 1,000,000
Magazine $ 1,000,000
OOH $ 5,000,000
Online (Banner & Search) $ 15,000,000
Social Media $ 10,000,000
Promotion $ 5,000,000
Sponsorship $ 5,000,000
Sports Marketing (Virtual) $ 5,000,000

24. FLIGHTING
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25. Consumer
Research
Number of
Followers &
“Likes”
Measuring
#DITeam
Sen-ment$Analysis$
Focus$Group$
Evaluate$the$number$of$
followers$on$TwiJer$and$
“Likes”$on$Facebook$before$
and$aaer$campaign
Measuring$consumers’$
usage$of$#DITeam$on$
TwiJer$and$Facebook
EVALUATION PLAN
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26. Good things happen
when we do it together.
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27. THANK YOU
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Stephanie Sue Jiang YuXing Chen Seok Won Kim