IntegratedMarketingCommunicationPlanforRayBan

Date:April8,2013
ProjectTeamLeader:JessicaMayo

Background:
RayBansareahistoricallyclassiccompanythatspecializesinsunglasses,butalsosells
opticswherebothcomewithdifferentframes,colors,gradientsandstyles.RanBanshavebeen
wornfordecadesbybignamesfromRobertRedfordandJFKtoJayZandBrunoMars.Ray
BanstendtodrawacertaindemographicbutthecompanyshouldfocusontheHispanictarget
audiencebecauseHispanicshavethebuyingpowertobethefutureofthenation.
Asoftodaythereare39.9millionHispanicslivingintheUnitedStates.Outofthe39.9
millionthatidentifyasHispanictheyhaveatotalbuyingpowerof$686billion.California,
Texas,Florida,NewYork,andIllinoisroundoutthetop5marketswiththehighestHispanic
buyingpower.Thebuyingpowerisgrowingatanastoundingrate,makingitclearthatHispanics
arethefutureofthenation.Companiesneedtostartadvertisingtothisgrowingmarket.The
U.S.Hispanicmarketareheavyspenderswithlargerfamiliesandtheyhavethemoneytospend
onthingsthattheyfeelaremarketedcorrectlytowardsthem(Wentz,2011).Fromanarticlein
AdvertisingAge,57%ofSpanishdominantrespondentsand29%ofEnglishdominant
Hispanicsagreedwiththestatement,WhenIhearacompanyadvertiseinSpanish,itmakesme
feelliketheyrespectmyheritageandwantmybusiness.Byknowingthatthisspecifictarget
marketaresusceptibletoproperadvertising,givesdifferentcompaniesthegoaheadtotarget
Hispanicsfortheirproducts.
TheAudience:
TheprimarytargetaudienceofthiscampaignisHispanic/Latinomalesages3544,who
livepredominantlyonthecoastsandlargercities(Dallas,Atlanta,Miami,Charlotte,NewYork
City,LosAngeles,SanFrancisco.Boston,Chicago)whohaveanindividualincomeof$60,000
$90,000.Thisaudienceiswhitecollarandcareerfocused,categorizedasyoungurban
professionals,predominantlysecondgenerationAmericans,typicallybilingual,managing
existenceintwoculturesanddealingwithsomediscrimination/stereotypesaboutimmigrants.
Thisaudienceisalsofamilyorientedandcaresverymuchabouttheirfamilysopinion.
Soanythingthatisadvertisedmustbeacceptablewiththeentirefamilyoftheprimaryaudience.
TheyvalueadvertisementsthatshowtheirculturealongwithAmericanizedcultureandtheydo
notliketobeconfusedwithothers,nationalitywise.Theydonotlikediscriminationand
assumptionsandvalueabalancebetweentheyculturetheygrewupinandalsothenewerculture

ofAmericanliving.AnewstudyshowsthatsecondgenerationAmericanshaveenjoyed
successinbecomingapartofAmerica,saysMoniBasuinaCNNarticlethispastFebruary.
ThistargetaudiencelikestousesocialmedialikeFacebook,andtwitter,andlovedeals.
Strategy:
RayBanneedstoreachouttothedevelopingmarketofHispanics.Hispanicshaveanestimated
buyingpowerof$686billionasof2004(Wentz,2011).Addnineyearstothatandthepower
mustgoup.Targetingthissignificantmarketcorrectlycouldresultinhighersalesandwilladd
totheoriginalmarketofRayBanscreatingalargeroverallaudienceforthebrand.
ThestrategyofthiscampaignistoincludetheHispanictargetaudienceandtreatthemasequal
consumers.ToprovethatRayBansarenotjustforthehiphopartistsandtheHamptonspreppy
clientele.RayBansareanequalopportunitybrandthatcanservealldifferentkindsofpeople
whilestayingtruetotheirclassictrend.
TheMessage:
Thetoneofthiscampaignwillbeequalityandindividuality.Focusingontherareprints
thatareofferedforWayfayers.Thetargetaudiencelikestobeequaltoothersandalsotheirown
person,showingthattheyhaveandcanmakeitasyoungurbanprofessionals.Thiscampaigns
aimistoreachouttothisnewtargetaudienceandincludetheminthehistorythatisRayBans.
Languagewillbehumorousandinviting,aimingtoenticethetargetaudience.Also
wantingtheaudiencetoknowthatbuyingRayBanswillnotbeapurchasetheywillregret,
allowingthemtorecognizethatthereisnodiscriminationorinequalitywithintheRayBanname.
ThemainmessagethatthisRayBancampaignwilltrytodelivertothetargetaudiencewillbe
thatRayBansareforeveryone,therareprintscanfitanypersonalityandgiveyouconfidenceto
beyourself.
TheDeliverables
PrintAds:Therewillbe5printadsthatwillruninvariousmagazines,whicharetargetedtoward
men.Theywillshowvariousstimulatingimagespairedwithequallystimulatingheadlinesthat
willencompassindividuality.Theadswillbeshownintheveryfrontofthemagazinefor
attentionpurposes.Simplicityisalsoafactoroftheads,theyarenottobecomplicatedand
wordy.Preferablyshortandtothepointwithalastingimpression.
SocialMediaAds:RayBanadswillshowupontherighthandsideofsocialmediasites,suchas
Facebook.AlsoupdatesfromthetwitterandFacebookaccountswillbethedeliverableformost
salesanddealsthatarehappening.Adswillshowupiftheconsumershowsanyinterestin
anywaytowardtheproductorsimilarproducts.
Radioads:Radiowillbeamainfocusforadvertising.Therewillberadioadsthatairduring
majorcommutingtimes,5:309amand3:306pm.Theywillalsoairsporadicallythroughoutthe
day.Butfocusisoncommutetimes.Adswillbe60secondslongandfocusonkeepingthe
listenerlisteningtheentire60seconds.Theywillbeaired35timesineachcommutetimeframe.

TVads:RayBancommercialswillairduringprimetimeandfocusedonstationsthetarget
audiencewouldbewatching.Thesestationswillinclude,ESPN,ABC,CBS,NBC,Fox,
MundoFox,Telemundo,Univision,andFX.Thatwaytheadcanreachthosethathaveacable
providerandthosewhodonot.
TheMediaMix:
Themediathatwillbeutilizedintheexecutionofthiscampaignwillbesocialmediasites,
television,radio,andmagazines,alltargetedtowardthetargetaudience.Facebook,twitter,
myspace,andinstagramwillbethefoursitesthatwillbeused.Therearealsotelevisionstations
thatwillcarrytheRayBancommercial,primarilyESPN,ABC,CBS,NBC,Fox,MundoFox,
Telemundo,Univision,andFX.Radiostationswillbemajorstationsinbigcities,suchasPower
102.9FMinBoston,KBUA/KEBN94.3FMoutofLosAngeles,MEGA94.9FMMiami,and
alsoPandoraRadio.Magazineswillinclude,butarenotlimitedto,ALMAmagazine(Spanish
magazineaimedtowardHispanicmalesfocusingonculture,fashion,andpolitics),andMens
Health(aimedatmen35+withfocusonfitness,nutrition,fashion,andsexuality).
TheDeadline:
ThedeadlineforthiscampaignwillbeMarch20,2013.Televisionandradioadsmustbeready
toairbythisdate.Becausetheproductissunglasses,thecampaignmustlaunchbeforethe
summerseasonishere.
Televisioncommercialswillairduringprimetimeandwillairatleastonceacommercialbreak.
Radiocommercialwillrunduringcommutingtimes,5:309amand3:306pm.
Billboardprintadsmustbeuponmajorhighwaysandthroughoutmajorcities,suchas,Boston,
NewYork,Miami,DallasandLosAngeles.
OtherprintadsaretobereadyformagazinesMay/Juneissues.Theseissueswillhitnewsstands
atendofApril.
Evaluation:
Thesuccessofthiscampaignisveryimportantandisachancetoreachamissedout
targetmarketthatkeepsgrowing.ToevaluatethesuccessofthiscampaignsalestoHispanic
identifierswillbemeasuredandcomparedtoprevioussalesrecords,alsobytheuseofinstore
andonlinesurveysaswellasmonitoredsocialmediafeedback.