24 W. Spring St.

Oxford, Ohio 45056

(513) 218-9648

MEMO:
To: Bill Brewer
From: Alex Frey & Ryan Kuvin
Date: April 13, 2016
Re: Pop Off Watch marketing communications plan

Product Description:
Pop Off Watch (POW) is a company that produces unique, stylish watches at a low price.
Our watches combine practicality and formality. We live in a fast-paced society and are
always on the go. POWa combination wrist watch and bottle opener--aims to provide
convenience to our customers, whether they are out with friends or at happy hour with
coworkers. When men get home from work, the first thing they want to do is crack open
a bottle of beer. Our watch design screams, POW. Oxford Relations has been hired to
devise and implement a marketing communications plan for POW. This 12-month plan is
designed to generate awareness and sales to the primary public.

Research:
Primary, Informal Research:
Intercept Interviews
o We went to three college campuses, Miami University, University of
Cincinnati and Ohio State University, to conduct intercept interviews. We
interviewed 150 male students over the age of 21 at each university. We
obtained information from the males on their age, race, hobbies, how often
they wear a watch and how much they would be willing to spend on a
watch.
o We went to Kenwood Towne Center on a Friday and Saturday afternoon.
We interviewed 350 males over the course of two days that were over the
age of 21. We obtained information from the males on their age, race,
occupation, hobbies, how often they wear a watch and how much they
would be willing to spend on a watch.
Focus Group
o We provided a prototype of our product to a focus group of 12 males
between the ages of 21 to 28. The focus group met three different times
over the course of one month. The men were asked to engage in discussion
on their personal opinion, need and use for watches. We provided a
prototype of the product and asked them if would they wear the watch on a

typical work day, would they wear it out at night, is the watch practical,
what improvements could be made to the prototype, how much would they
be willing to spend on a watch and what they look for when buying a new
watch. Then we explained the functions of the watch, describing how it
acts as a bottle opener, and asked for each individual's personal opinion.
Primary, Formal Research:
Online/email survey
o We conducted a Survey Monkey sent via email to 2,000 males in the state
of Ohio between the ages of 21 and 28. We received1,200 response to the
survey. The survey contained seven questions: age, race, occupation,
hobbies, how often they wear a watch, how much they would be willing to
spend on a watch and how many days a week they drink bottled beer.
Secondary, Informal Research:
Internet Research
o Research was conducted to analyze consumer behavior in regards to the
current watch market. We researched top competitors marketing tactics,
advertising strategies, promotions, trends and pricing.

Key Findings:

Of those surveyed, 85 percent are between the ages of 21 and 25.

o Of this population, 90 percent have a full-time occupation.
The average annual income of those surveyed is between $40,000 and $50,000.
Of those surveyed, the average amount they are willing to spend on the watch is
between $75 and $120.
Of those surveyed, 75 percent wear a watch everyday.
Of the 1,200 males that completed the survey, 60 percent drink bottled beer five
or more times per week, 30 percent drink bottled beer three to four times per week
and 10 percent drink bottled beer one to two times per week.
Before the focus group was shown the bottle opener on the watchband, 75 percent
of the group stated that they would wear the watch with a formal outfit.

Public:
Primary:
Men ages 21 to 25 in the state of Ohio with an average annual income of $45,000.
o We will focus on men ages 21 to 25 with an average annual income of
$45,000, because 65 percent of men are willing to spend between $75 and
$120 on a nice watch. A majority of the audience will include young
professionals who are becoming financially secure and are new to the
workforce.

Goals:

To increase the awareness of POW among men ages 21 to 25 in the state of Ohio
with an average annual income greater than $45,000.
To sell 2,000 units over the course of the campaign.

Objectives:

To increase awareness of POW by 50 percent by Dec. 1, 2017among men ages 21

to 25 in the state of Ohio with an average annual income greater than $45,000.
To sell 2,000 watches to men ages 21 to 25 in the state of Ohio with an average
annual income greater than $45,000 by Dec. 1, 2017.

Strategy:

We will use a variety of marketing and communication tactics in order to sell

2,000 units in Ohio to the primary public.

Key Message:

POW is a company that produces unique, stylish watches that combine

practicality and formality at a low price, while also offering durability to the
customer.

Tactics:
Technology
Website
o We will create a POW website for the primary public to view and
purchase watches. The color scheme will be light blue, black and white.
The logo will always be located at the upper right corner of the page. The
website will contain tabs, including: About, Shop, Upcoming Events, Join
Us and Contact Us. The URL will be www.popoffwatch.com. The
About section will give a brief summary on our story and how we were
founded. The Shop tab will display the variety of products and allow for
customers to purchase the watch of their choice. Under Upcoming
Events, visitors will notice the Happy Hour Event and other events that
we will be sponsored in the future. Under the Join Us tab, we will have
an area where visitors can enter their email address to be added to a
mailing list from which they can receive updates and other promotional
offers. The Contact Us tab will contain our contact information, the best
way to reach us and times. The website will go live on Dec. 1, 2016.

Facebook
o The primary public is heavily engaged in social media as a way to
communicate with friends and family. We will create a POW Facebook
page in order to engage with the primary public and promote the product.
We will post to the page weekly with information on the watches, discount
codes, graphics and links to the website. The primary public will be able
to stay up-to-date with the content by Liking the POW Facebook page.

All posts will encourage the primary public to Share the post to their
pages in order to generate awareness. The Facebook posts will start on
Dec. 19, 2016 and end on Dec. 1, 2017.

Promotional Video
o We will produce a POW promotional video that displays the functionality
of our product. The video will have a young business professional getting
home from work and sitting down on his couch. He looks at his watch to
check the time and gets up and walks to his fridge to grab a beer. As he
sits back down on the couch he cracks open the beer with his watch. The
video will be posted on our Facebook page as well as the POW website.
We will promote the video on our Facebook page and encourage our
followers to Like and Share the video to their page. On our website,
the video will be the first thing people see on the home page. The
promotional video will be produced Dec. 19, 2017 and be posted to the
Facebook page and website Jan. 5, 2017.

Email Blasts
o Throughout the campaign, we will encourage the primary public to
register to receive POW email blasts. The email updates will contain
information on the products and special offers. We will provide discount
codes, graphics, website URL and encourage the primary public to Like
the Facebook page. Email blasts will be sent out on the first Tuesday of
every month beginning Jan. 5, 2017 until Nov. 29, 2017.

Radio Advertisement
We will develop and broadcast a 30-second radio advertisement that will run once
a day, Monday through Friday, on Spotify. The radio advertisement will run from
Jan. 9, 2017 to June 9, 2017. The advertisement will include a brief description of
the watches as they are formal, high quality and low in price, and that they also
function as a bottle opener. The end of the advertisement will promote the
primary public to Like the POW Facebook page and to visit the website.
Media Relations
News Release
o We will contact the editor of the Cincinnati Enquirer to publish a news
release in the Sunday morning paper as well as the newspaper's website.
The news release will focus on how POW is an up-and-coming company
that sells affordable and stylish watches to young professional men. POW
provides convenience to customers, whether they are out with friends or at
happy hour with coworkers. The news release will contain quotes from the
co-founders of the company regarding the history and innovative product.
We will contact the Cincinnati Enquirer March 13, 2017 and follow up on
March 16, 2017. We expect to have a ready-to-publish news release by
March 26, 2017. The story will be 350 words in length.

Sponsored Happy Hour

We will sponsor a happy hour at Barley House in downtown Cleveland on
Memorial Day weekend, May 29, 2017, and also at Tin Roof in downtown
Cincinnati on Labor Day weekend, Sept. 5, 2017. We will provide an appetizer
buffet during the happy hour from 5:00 p.m. to 7:00 p.m. Guests will have access
to a buffet if they sign up to receive POW email updates and special offers. There
will be six reps from POW at the event with iPads in order for guests to sign up
for emails. Each rep will be given 50 koozies to distribute throughout the duration
of the event. Also, the reps will have three watches with them to show off the
product. Each guest will receive a discount on a bottle of beer if the guest tries on
the watch and uses it to open up a beer bottle.
Print
Direct Mail
o We will distribute three postcards over the course of the campaign to our
primary audience. We will obtain names and addresses from an online
database. The first postcard will contain a brief summary of our POW
products and an image of the watches. The postcard will contain a 20
percent off promotional code that expires two months after it is sent out.
This will be distributed to the primary public on Jan. 4, 2017. The second
postcard will contain information about the Sponsored Happy Hour in
Cleveland, in regards to location, date, time and information about POW.
We will send this specific postcard to the primary public located in the
greater Cleveland area on May 16, 2017. The third postcard will contain
information about the Sponsored Happy Hour in Cincinnati, in regards to
location, date, time and information about POW. We will send this
specific postcard to the primary public located in the greater Cincinnati
area on Aug. 25, 2017. In addition, the postcards will have the Facebook
URL and website address in order to spread awareness of the sites.

Flyer
o

We will provide 100 flyers to receptionists at 50 large companies

throughout Ohio, 25 companies in the greater Cleveland area and 25
companies in the greater Cincinnati area. The flyers will contain
information the Happy Hour event sponsored by POW, date, time and
location. These will be distributed three weeks prior to each sponsored
event. Flyers for the Cleveland event will be distributed on May 9, 2017.
The flyers for the Cincinnati event will be distributed on August 15, 2017.

Magazine Ad
o We will be placing a full back-page ad in GQ magazine. This ad will run
in two editions, the July edition, and the October edition. It will feature a
glossy black page with one of our watches in the center of the page and
the POW logo above it. The light blue in the logo will contrast and pop out
of the black background. Under the photo of the product, the website will
be written in a white font. The goal from this is to raise awareness of the

product by increasing website traffic. The classy and sophisticated look of

the ad will catch the eye of our primary public.
Pre Roll YouTube Ad
We will run a pre roll video ad on YouTube. This ad will be showcasing our new
product as well as informing viewers of our brand. YouTube is a very popular
media outlet for the public that we are trying to reach, and this will be an effective
way to grab their attention and introduce our watches to them. The video will be
very modern and give a classy feel to draw the attention of the audience. There
will also be a modern hip-hop beat playing in the background during the video to
grab the viewer's attention through recognition. The video will be voice-over and
the cameras will focus on the watches, which will be stationary on stands. The pre
roll YouTube ad will be available from Sept. 1, 2017 until Nov. 1, 2017.
Pay Per Clicks
Ad Group 1
o Key words: Sophisticated, Mens, Watches, Affordable, Classy, HighQuality, Leather
o AD 1:
Headline: Sophisticated Mens Watches at an Affordable Price
Classy affordable watches that will give you a great look without
breaking the bank.
o AD 2:
Headline: High-Quality Mens Leather Watches
Leather band watches that give you a classy look.
Ad Group 2
o Key words: New, Watch, Bottle Opener, Innovative, Leather,
o Ad 1:
Headline: New Watch Brand Doubles as Bottle Opener
Innovative watches that can also open your next beverage.
o Ad 2:
Headline: Watches with Bottle Opener Built into the Leather Band
New watches that give a stylish look and can open a beer.
Ad Group 1 focuses on the formal and stylish aspect of POW while Ad Group 2 is
testing the PPC for the bottle opener aspect. We are testing style versus
functionality of the watch to see what characteristic receives the most attention
from the primary public. While we do want our watches to provide the public
with a classy and sophisticated look, we want the functionality aspect to be tested.
The second ad group testing for functionality was chosen because the bottleopener aspect is what makes our brand unique. Ad group one will run against
each other from Dec. 5, 2016 through Feb. 5, 2017. Ad group two will run against
each other from April 5 through June 5. We are aiming to receive 200,000
impressions per month for each ad group. With a $3 CPM, this will have each ad
group costing $2,400, giving us a total of $4,800 for both ad groups.

Sponsored Cleveland Browns Tailgate

We will have six reps attend a Cleveland Browns tailgate on Nov. 5, 2017. At the
tailgate, each rep will have 50 POW koozies to distribute. The reps will walk
around with iPads and encourage individuals to sign up to receive POW email
updates and special offers. In addition, the reps will have three watches with them
to show off the product. We will encourage people to test the bottle opener aspect
of our product with their next beer.

Timeline:

December 2016
o 01: Campaign begins; POW website goes live
o 05: Ad group 1 for PPC goes live
o 19: Begin Facebook posts, Produce promotional video
January 2017
o 04: Direct mail piece one distributed
o 05: Email blast debut, Post promotional video
o 09: Radio advertisement debut
February 2017
o 05: Ad group 1 for PPC ends
March 2017
o 13: Propose the news release to the Cincinnati Enquirer
o 26: News release published in the Cincinnati Enquirer
April 2017
o 05: Ad Group 2 PPC goes live
May 2017
o 09: Flyers distributed to companies in Cleveland
o 16: Direct mail piece two distributed
o 29: Sponsor happy hour at Barley House in Cleveland
June 2017
o 05: Ad Group 2 PPC ends
o 09: Radio advertisement end
July 2017
o 01: GQ full back-page magazine ad edition 1
August 2017
o 15: Flyers distributed to companies in Cincinnati
o 25: Direct mail piece three distributed
September 2017
o 01: Pre roll YouTube ad debut
o 05: Sponsor happy hour at Tin Roof in Cincinnati
October 2017
o 01: GQ full back-page magazine ad edition 2
November 2017
o 01: Pre roll YouTube ad ends, Email blast ends
o 05: Sponsored Browns Tailgate
December 2017
o 01: Campaign ends, Facebook posts end

Budget:
Item

Quantity

Price/unit

Promotional Video

$6,000

$6,000

Koozies

900

$0.32/1

270

Appetizer Buffet

$2,000/1

4,000

Direct Mail

6,000

$1.00

6,000

Flyers

5,000

$0.30

1,500

Radio Advertisement

110

$200/ad

Google Analytics
News Release

Total

22,000

$20,000

20,000

YouTube Pre Roll Ad 300,000

$0.08

24,000

PPC Ads

$1,200

4,800

GQ Magazine Ad

$30,000/ad

Campaign Total

60,000
$148,570

Evaluation:
Overall
Overall we will measure the success of the campaign by the total number of units
sold over the course of the year.
Technology
Website
o Record and evaluate the month with the highest traffic to the website using
Google Analytics?
o Evaluate the top three watches and styles that had the highest percentage
in sales over the course of the campaign.
o Evaluate the lowest three watches and styles that had the lowest
percentage in sales over the course of the campaign.
o Evaluate the watch with highest clicks over the course of the campaign.
o Evaluate the watch with the lowest clicks over the course of the campaign.
o Record and evaluate the traffic to the website and sales after the various
discount codes were sent out via Facebook and direct mail.
o Record and evaluate the total number of those signed up to receive email
updates via the Join Us tab on the website.
Facebook
o Record and evaluate the total number of Likes on the POW Facebook
page.
o Record and evaluate the post with the most Likes.
o Record and evaluate the post with the most Shares.
o Record the discount code that was used the most.
o Evaluate the traffic to the Facebook page over the course of the campaign
using Facebook Analytics.
Promotional Video
o Record the total number of views the video receives monthly on the
Facebook page and website.
o Record and evaluate the total number of Likes and Shares the video
receives on the Facebook page.
o Analyze the comments the video receives on the Facebook page.
o Track how many website visitors play the video monthly using Google
Analytics.
Email Blasts
o Record and evaluate the total number of those registered up to receive
email updates.
o Record and evaluate the month with the highest amount of users that
registered to receive email updates.
o Record and evaluate the month with the lowest amount of users that
registered to receive email updates.

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Radio Advertisement
Record total number of Spotify radio advertisements over the six-month period.
Record and evaluate the percent increase of Facebook page Likes within six
hours of the radio advertisement.
Record and evaluate the percent increase of website traffic within six hours of the
Spotify radio advertisement.
Record and evaluate the estimated total number of channel listeners weekly.
Record and evaluate the estimated total of channel listeners while the Spotify
radio advertisement was broadcasted.
Media Relations
News Release
o Record the number of newspapers printed.
o Record and evaluate the total number of clicks the news release received
on the Cincinnati Enquirer website.
Sponsored Happy Hour
Record and evaluate the total number of those who registered to receive email
blasts at the two happy hour events. Record which happy hour location had the
most people to register to receive email blasts.
Record and evaluate the amount of koozies distributed at each happy hour.
Record and evaluate the increase in Facebook traffic seven days after each event.
Record and evaluate the increase in website traffic seven days after each event.
Print
Direct Mail
o Record the total number of postcards distributed.
o Record and evaluate the percent of recipients that visited the Facebook
page within five days of receiving each piece of mail via Google
Analytics.
o Record and evaluate the percent of recipients that visited the website page
within five days of receiving each piece of mail via Google Analytics.
o Record the discount code that was used the most.
Flyer
o Record the total number of flyers distributed.
o Record and evaluate the percent increase in Facebook page traffic within
five days of flyer distribution.
o Record and evaluate the percent increase in website traffic within five
days of flyer distribution.
Magazine Ad
o Record the total number of magazines sold.
o Record and evaluate the percent increase in Facebook page traffic within
five days of magazine publication.
o Record and evaluate the percent increase in website traffic within five
days of magazine publication.

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Pre Roll YouTube Ad

Record the number of views the pre roll ad receives.
Evaluate the success based off of how many people click on the link in the ad.
Pay Per Clicks
Record and analyze the number of clicks the PPC ads receive compared to the
number of impressions it receives.
This tactic will be deemed successful if we receive an overall click-thru rate of 2
percent.
Record how many viewers seek further action after clicking through to the
landing pages for the ads.
Sponsored Cleveland Browns Tailgate
Record the total number of koozies distributed at the tailgate.
Evaluate the responses and feedback from people who try the bottle opener.
Record and analyze the number of people that register for the email updates.

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