1

Situation analysis............................................5-9

TA B L E OF CONTENTS

Target Audience..............................................10-18 Creative Brief.................................................19-20 Executions.....................................................21-32 Media Plan....................................................33-37 Team bios......................................................38

Hello there.
Welcome to the ofcial St. Luca Scopa Presentation Deck Experience. In these pages you will nd the result of hundreds of hours of careful research, ideation, and work. We hope that the fruits of our labors impress and inspire you. Have fun with it (we certainly did).

S I T U AT I O N A L & S.W.O.T. A N A LY S E S
5

S I T U AT I O N A L A N A LY S I S

PA C K A S P O R T
Packasport makes high quality car-top boxes used for carrying cargo such as ski equipment, snowboard equipment, camping gear, etc. The product comes in six different sizes at six different price points ranging from $899 to $1099. The product is made from very durable berglass with marine-grade carpet lining. The product also features hydraulic lifters for ease of use. The company is based in Oregon and the product is made in the U.S.A. Customers can purchase this product online at packasport.com. Company-owner, Barron Braatz, mentioned that Packasports are also in a few independent sporting goods stores. However, the current focus of the business is to sell directly to the customer via their website to eliminate distribution costs. The product currently has low brand awareness in the market. In fact, many people believe that Packasport is no

longer in business. According to a survey conducted by St. Luca Scopa, only 9.4% of participants (3 of 32) mentioned Packasport as a brand that comes to mind when thinking of cargo carriers.[1] For promotion, Packasport relies heavily on word-of-mouth. The company does not pay for any communication or advertising in any form. Packasport also sets up exhibits at a few ski events throughout the year. The company does have a Facebook, Twitter, and blog. Due to the high quality of a Packasport cargo carrier, the price is higher than competition. The current state of the economy plays a role in this market. Since

the average consumer has less disposable income they are less likely to purchase a luxury good such as a cargo carrier (especially a high-end cargo carrier)[2]. According to the survey (mentioned above), 9.4% of participants said they would be willing to spend $1000 on a high-end cargo carrier [3]. Also, according to the company owners, most of the consumer base for Packasport products participate in skiing. Due to the economy, less and less people are skiing since skiing is a high-cost sport.

DIRECT COMPETITION
YA K I M A
Yakima is an adventure sports brand that has been in business for 30 years and specializes in car racks. They added car boxes for carrying equipment to their product line in 1990. Made from a plastic material, they have eight different styles of boxes ranging in size and offered in four different colors. These boxes range in price from $300 to $800. Yakima sells their boxes in a variety of stores, ranging from REI to specialty shops, as well as their online site. Theyre second behind Thule in the car box market. Yakima uses a variety of promotion tactics, from print ads to Facebook, Twitter and a blog. They use a lot of word of mouth and are actively involved with their social media accounts, posting and communicating often with their followers.

THULE
Thule is a Swedish adventure brand that started in 1942 with their main focus being transportation of equipment, but they also sell bags and accessories. In the 1960s, they started focusing on car products and now they offer 14 different styles of plastic car boxes in a few different colors. Prices range from $200 to $700. Thule is the leading brand in cargo carriers and is sold globally in specialty adventure stores. Thule has print ads and commercials as well as active social media involvement with Twitter and Facebook. They post regularly and keep in communication with their followers. They also rely on word of mouth and brand loyalty as a method of promotion.

ROLA
Rola is a company specializing in accessories for sports and leisure. Starting in Australia, Rola quickly expanded to the United States with a headquarters in Michigan. Rola offers a range of action sports accessory products including ve different models of car-top cargo carriers ranging from $299 to $434. Rolas products can be purchased at a number of retail stores throughout the country as well as online through their website (rolaproducts.com) as well as other sites such as amazon.com. Rola is a subsidiary of the Cequent Group- a manufacturer of accessories for light trucks and sports utility vehicles. Rolas marketing relies heavily upon their presence in retail stores. They have also run small scale ad campaigns in the past. [1] rolaproducts.com

INDIRECT COMPETITION
PICKUP TRUCKS
Pickup trucks pose a potential threat to the cargo carrier industry since they offer a large storage space- creating a substitute for Packasports products. Luckily, due to the fact the trucks are relatively inefcient when it comes to fuel economy, pickup truck sales has recently been at an all time low. Last year, pickup trucks held 11% of the automobile market- this can be compared to a historical average of 17%. However, as the housing market slowly recovers, pickup truck sales are also rising. [1] There are many different brands of trucks and many different sizes. Trucks are offered through countless dealerships across the country at a large range of price points in the tens of thousands of dollars.

UTILITY TRAILERS
Small to mid-sized trailers can compete with cargo carriers as well. They provide an effective way to haul equipment behind a vehicle. Utility trailers can be purchased at many sporting good or camping stores as well as online through a variety of different companies. A popular utility trailer brand is Northstar [1] who offers utility trailers from a range of approx. $600 to approx $1500. Utility trailers are often times very large as well as easy to load. However, trailers can create difculties whereas rooftop carriers do not. Consumers like the ease of loading but dislike the consequences it has on the driver [2].

S . W . O . T. A N A L Y S I S

Relational Customer service Accessible Grassroots The Authenticity of Small

Low brand awareness

Familyowned

Marketing

Low percent of people heard of PS

Little-to-no advertising

Only sells one product

Product mix

Hydraulics Fiberglass Durable Marine-grade carpet

Athletes who need diverse storage options

Little leeway for price drops

Quality
Customizable Design Hand made Oversee production Made in USA Fair labor standards

Price

High pricepoint compared to competitors

Few Distribution Channels

Little retail space No touch/feel before buying

PA C K A S P O R T
Resorts Outdoor vehicles Dealerships

Partnerships
Athletes Friendly brands
Competition

Thule Control 95% of Market Yakima

Magazines Resort media Expensive sports

Media
Facebook Blog Stickers Endearing/longterm yarns Buy For Life mentality Concerts Festivals

Economy

Luxury product High gas prices

Events Promo Merch

Ski races
Alternatives

Pickups Trailers

Customer stories

Branded apparel

Outdoor events

TA R G E T AUDIENCE

10

METHODS

11

Under $15k $15-24.9k $25-34.9k $35-49.9k $50-74.9k $75k and up

7-11

66%
To start our research, we set out to discover more about the public opinion of cargo carriers. We conducted an online survey of 36 participants who answered questions about their experience with products similar to Packasports as well as their media consumption. We found that media consumption is very different depending on age. The older segment of our survey (approx. 45-60 years) uses very traditional media such as magazines and newspapers, whereas the younger segment uses new and emerging media such as Facebook, Twitter, and Instagram. We also looked into comprehensive reports of the nations action sports participants. From conversations with the Packasport owners, we learned that much of the design and marketing of Packasport is done with skiers in mind. Knowing that, we looked up demographics and trends of United States skiers. We learned that the largest segment of skiers is between the ages of 35-54 years and earns $75,000 per year.

12-17 18-24 25-34 35-44 45-54 55-64 65-75 75+

39%
35-54

RESEARCH & METHODS

AGE DIVISION AMONG SKIERS

ANNUAL INCOME FOR SKIERS

12

AT T R I B U T E S / B E N E F I T S A N A LY S I S

AT T R I B U T E S
Durable Customizable Made in USA Aero-dynamic Small business

A D VA N TA G E S
Long-term Personal Transparency Fuel Efficient Accessible

MOTIVES
Smart Purchasing Self-Expression Stimulating Economy Use Less Resources Relationship

VA L U E S Responsibility Individuality Altrusim Stewardship Family

13

TA R G E T A U D I E N C E MOCK PROFILE

14

MEET PEGGY & HANS

PEGGY HANS
Hans is a middle-aged family man with a spirit for adventure. He has two teenagers that hes supported through various sports and have now grown up and left the house. Hans is reaching the end of his career as a family dentist and currently working part-time as well as volunteering at a homeless shelter whenever he can. Absolved from his parental duties, hes once again taking up the activities he loved when his hair was long. Once a dedicated and talented skier, he now has the chance to deck out his skis and get back on the slopes. Peggy is in her mid 40s and happily married to a successful investor since her early 20s. She works part-time from home and spends most of her time managing three kids and their friends, so she enjoys her free time when she gets the chance. She buys local produce to ensure the best quality for her money and drives her Honda CR-V covered in stickers from over the years. Peggy strives for adventure and has a season pass to her local mountain where she often takes her kids, one being on the high school ski team. Whenever they can, Peggy and her husband take the chance to leave the kids behind, get to the mountain, and end the day with a beer at one of the micro-breweries in town.

15

TA R G E T L O C AT I O N

16

BEND, OREGON
Small communities are great places to build brand awareness and get people involved with a product. People in smaller towns are communicative and word travels fast when there is something to talk about. Small towns work great as a growth basis for brands to cultivate cult followings and emotional connections. People in these communities want to help each other and learn about the brands that are local to the area and benecial to them. Bend, in particular, is a great city to start focusing Packasports advertising. Since there is a mountain only 30 minutes away and most people are involved with some sort of snow sport and are adventurous and outdoorsy, Packasport ts in well. The people in Bend love to spread the word about products they feel good about. The community aspect is important and since Packasport is an Oregon local brand, people will be interested in getting to know them. Bend is small enough that everyone feels apart of the community, and there is an amazing sense of pride in the city they live in. Making Packasport a brand that puts emphasis in this area will make people feel like they are a part of the community. With the close-knit atmosphere that Bend has created over the years, building an emotional connection with the area is a great way to start. Once one person feels condent about something, theyll share that with others and people will start to get more involved. Bend is a great starting place for Packasports goal to build more brand awareness.

17

SUMMARY
We decided that our target audience is both men and women in the 35 to 54 age range and a middle to upper class income. Typically these people have children ranging from early teens to mid twenties and may be retired or reaching retirement. For our target, family is one of the most important values, as well as being responsible with money, to the environment, and other people. Being an individual and branching away from the norm is important to our target. This audience has a passion for adventure and staying active, and it is important to them to buy products that will last and benet their adventurous lifestyles. Quality is critical. They think through decisions they consider big although they may have a y-by-the-seat-of-their-pants attitude in other ways.

18

THE BRIEF

19

THE BRIEF
Packasport offers the most durable, well-crafted and customizable cargo carrier in the market today. They reached their peak in the mid-nineties with distribution channels across the United States and Canada. Through a series of unforeseen events, Packasport had no choice but to eliminate their distribution and pull out from retail locations. Over the following years, this caused a low brand awareness entering the early 2000s. Today, brand awareness is at an all time low. Many people dont know that Packasport is still in business. However, they still maintain a small, but loyal, customer base. Although sales are not what they used to be, small steps have been taken to bring Packasport to their former glory including their recently developed website where customers can purchase carriers as well as promotion at local events. Advertising Goal: Our goal is to increase awareness of Packasport by informing consumers that theyre still crafting high quality cargo carriers making family vacations easier. Communication Goal: When our audience thinks of Packasport we want them to think skiing. But not simply skiing alone, but everything that goes with it-- crisp mountain air, fresh-morning powder, family bonding, early morning wake-up calls, pulling over on the side of the road to put chains on the car, pit stops, family car songs, lunch at the lodge. We want them to feel these trips are now easier than ever creating more opportunities for family bondings and decreasing the possibility of having an angry dad after a nightmarish morning of packing without ample space. Target Audience: Since Packasport Systems are designed with skiers in mind this campaign will target skiers in the Northwest United States. The primary target will be males in the 35-54 age group who come from an annual household income of $75,000 per year. The target is typically married with children. While the vast majority of this target is browsing the internet in their spare time, less than half of them are on social media. Although this audience is comfortable with using technology they lean more towards traditional media outlets. We will call our representative persona Hans.
Meet Hans: Hans is a middle-aged family man in Bend, OR with a spirit for adventure. He has two children in their later teenage years that he supports through various sports. Hans is reaching the end of his career as a family dentist and currently working part-time as well as volunteering at a homeless shelter whenever he can. As his parental duties lessen, hes once again taking up the activities he loved when his hair was long. However, more often than not these ski days turn into a family getaway. Once a dedicated and talented skier, he now has the chance to deck out his skis and get back on the slopes.

Single Most Important Thought:

Packasport will simplify and enhance a life full of family adventures.

Reasons to Believe and Why: Packasport is durable. Patented with berglass and marine-grade carpet, it offers a product that allows a for a lifetime of family adventures. Packasport is a high quality product. Its hydraulics make it easier to open and close. It opens from the back making it accessible for any member of the family. Packasport comes in six different sizes and will t almost any sized car. The owners of packasport share the same values as the customers. They, like their customers, are a family. They love creating memories with their kids and building relationships that last a lifetime.
20

CREATIVE EXECUTION

21

Free photographer, redeem @ packasport website

Sticker bombing

Cheap Ps sunglasses

How far can you go with your Ps

Ps livestrong braclets

Ps tire chain with imprints of logo

Ps boot thing that imprints Ps log pin snow

Subaru cross promotion Giveaway

Interactive smart box, that shares location, photos, weight Source printad

Packasport road conditions billboard or radio teaser

Ps hot cocao dispenser

make custom packasport beer cooler for breweries to use

Custom Ps shaped ski wax

Ps ski waxing tutorial for HS ski snowboard teams

Sponsoring family oriented ski/snowboard trips

Ps-shaped USB sticks for events

Ps puts on a competition of some kind

Partnering with local stores

Ps plan a trip websites / event booth / brochure

sweepstakes giving away packasports

Events @ bachelor

Sticker printer, to customize their boxes

Ps-shaped keychains

Free wifi, for skiing event, w/ Ps splash page

Paint a snowbank w/ red dye - free ad

Packasport taxi

Snow dance festival

Ice sculpture, melting balls reveal winner

Ps posters

Ps powder day "bat symbol" projected into the sky

Online Fit in the Packasport minisite

a trailer that melts snow with lasers

Local restaurant, wrapper cross promo

Host a summer rail jam

22

EXPERIENTIAL

23

The First Annual

Snow Dance Festival

Make the snow come back

with your

Dance moves

24

C R E AT I V E E X E C U T I O N

The First Annual

T H E F E S T I VA L
The Snow Dance Festival is a chance for families in the community to come together and have some fun dancing for snow. The idea is that people can get excited about the winter season by dancing. People in Bend love the snow and they want the mountains to be covered in it. This is a fun way to get everyone together for the excitement of the winter season. The event will take place near the end of October when everyone has bought their season passes and are just waiting for the snow. Columbia Park, near the Deschutes River, will be the location of the Snow Dance Festival. There will be various events and activities at this festival, such as a dance off, a beer garden, live music, and ski wax tutorials. The dance off will take place throughout the evening and people of all ages can register and pull out their best moves to win a Packasport. The beer garden will be a smaller area, considering that this will be more of a family oriented event where everyone is welcome. Beer is only allowed in the beer garden. A small stage will be set up for live music, featuring some of the local bands in the Central Oregon area. The music will be more alternative and fun for the whole family, bands that everyone can dance to. The ski wax tutorials will be set up in an area of the park as well. People can come and learn how to properly wax their skis as well as get the custom Packasport ski wax for the coming season. Waxing skis and snowboards is important when the season is coming in and a lot of people dont know how to do it correctly. Additionally, there will be a few vendors and food carts, similar to that of Winterfest, but on a smaller scale to start.

Snow Dance Festival

Make the snow come back

with your

Dance moves

Therell be

Octoburr

23

at wonderful

Columbia park
Presented by

25

C R E AT I V E E X E C U T I O N

T H E S H WA G
Shwag is a great way to get people excited about a brand. People love free stuff, especially when that stuff is useful. Considering our audience, having shwag that benets them on the mountain is the way to go. The shwag includes Packasport shaped ski wax, chapstick, ski straps and a retractable lift pass zipper. These items can be given away at various events, including the Snow Dance Festival as well as up at the mountain on competition and event days. Giving away these items gets people thinking about the brand and the generosity of it. Theyre useful items that they would use up at the mountain.

26

HOT COCOA
The hot cocoa project consists of a custom made Packasport backpack that can be used to dispense hot chocolate up at Mt. Bachelor. People love free things and they also love hot cocoa. When they get down from their runs and are heading into the lodge for a break or lunch, theyll hardly say no to free hot cocoa on the way. The backpack would have recyclable cups on one side and the hot chocolate tap on the other. Each cup would be branded Packasport and contain targeted messages for the area and event.

27

PA R K D Y E
The terrain and snow bank ads are easy and simple and grab peoples attention. When people are on their way up to the mountain or hitting the park, they can see a blue outline of a car with a Packasport on top with simple intriguing copy that will make them wonder. Theyll want to Google Packasport and nd out more information. The idea is that it can be an easy way to throw the name out there and get people interacting with the brand in a way that is unique

28

C R E AT I V E E X E C U T I O N

THE BOX
This box would drive around popular spots in Bend and project weather reports and relevant messages to the passersby. The light emanating from the box will naturally drive eyes to the product, creating curiosity and buzz.

29

C R E AT I V E E X E C U T I O N

MAKE AN IMPRINT
Every move you make can now remind people of Packasport. The absurdity of advertising in the depressed mark of a boots sole will cause intrigue in a passersby.

30

PRINT

31

C R E AT I V E E X E C U T I O N

THE SOURCE
The Source Magazine is a great place to advertise for our target market because the demographic lines up almost perfectly. Featuring a print ad in the source once a month for four months leading up to snowboard season will get people thinking about what theyre going to do as far as car boxes are concerned. With Packasport being local and advertising local, the people in Bend are going to think about them rst. 83% of Source readers are over the age of 35 and 57% of them have an income of 75k or higher. As far as traditional media is concerned, the source is our best bet.

32

MEDIA

PLAN

33

PLAN SUMMARY

The brand awareness for Packasport has shown a decline in recent years. Competition such as Yakima and Thule have muscled their way into being the only well-known brand leaders in this industry. It is our goal to position Packasport in a way that consumers understand their products to be the high-end option for cargo carriers. As weve stated before, we are targeting skiers between the ages of 35-54 who accumulate an annual household income of $75,000 or more who are also married with children. It is our goal to communicate to our audience that Packasport, like the consumer, holds community as a strong value. We want our audience to believe that Packasport cares about the community and wants to help create memorable and lasting experiences and memories.

34

The Snow Dance Festival is a great way to get people involved with the Packasport brand. The idea is to get people excited about the winter season and dance to bring in the snow. Bend is a great place for festivals and starting with a smaller gathering to get people out and interacting with the brand in a unique way builds brand awareness.

This weekly publication based in Bend, Oregon hits our target audience almost exactly. Bend is known as a ski town and we believe that messages in this publication will very effectively reach our audience. We would like to use this medium to promote the sweepstakes.

Whether its through a hot chocolate giveaway up at Mt. Bachelor or a weather projection of Bachelors weather in downtown Bend, we aim to inspire people to gain personal interactions with the brand. This is helpful in making them feel that Packasport is apart of the community in a way that is unusual and talk-worthy.

We would like to partner with Mt. Bachelor to set up giveaways on Saturdays during ski season. Giving away free branded merchandise to make for a fun and memorable experience for children will enhance the family experience on the mountain.

F E S T I VA L

SOURCE MAGAZINE

EXPERIENTIAL

S H WA G

MEDIA MIX
35

SCHEDULE

The Snow Dance Festival will take place on October 23, after most people have already bought their season passes and are just waiting for the winter season to begin. The Source print ads will be released the second Wednesday of the months of September, October, November and December, with the October edition promoting the Snow Dance Festival. The hot chocolate giveaways at Mt. Bachelor will be on event and competition days when the mountain is heavily populated, as well as certain Saturdays specically in December. Thats when most people are spending a lot of time up at the mountain. The Project-O-Box will cruise around Downtown Bend and the Old Mill District on days when there are a lot of people out and about, such as the rst friday of every month when the First Friday Art Walk is going on Downtown or during certain winter activities down at the Old Mill. The terrain and snow bank ads will be painted near the middle of the season when the snow is high. Shwag giveaways can take place almost any time at Mt. Bachelor, specically when there are events or competitions going on and there are a lot of people up there. Two Saturdays every month during the season can be set aside specically to give away the chapstick, retractable lift pass holders, ski straps and wax. In addition to giveaways at the mountain, these items will be given away at the Snow Dance Festival.

36

BUDGET
SOURCE AD SNOW DANCE FEST STAGE SOUND SYSTEM HEATERS SECURITY PACKASPORT POSTERS CAMERA & LENS BOOT PRODUCTION SHWAG CHAPSTICK (1000) SKI STRAPS (850) ZIPPIES (500) SKI WAX MOLD BULK SKI WAX (400) PLASTIC BAGS (400) PROJECT-O-BOX PACKASPORT PROJECTOR ANDRIOD TABLET DEV - 10 HOURS HOT CHOCOLATE CUSTOM CUP (1000) BEVPACK (DISPENSER) HOT CHOCOLATE MIX SNOW DYE 320 400 50 20 650 120 200 500 570 1351 750 50 700 13 FOR 4 WEEKENDS 350 700 750 150 400 50 400 250 1256

TOTAL

$10,000
37

WHO ARE WE?

MCKENNA
McKenna Dempsey is a senior at the University of Oregon and after graduating this coming June, she will be spending her summer in Europe. With a focus in copywriting, McKenna has hopes of working for a smaller, local advertising agency where ideas are shared and everyone is committed to creative work with a purpose. In addition to writing, she spends her time drawing, snowboarding, slacklining, doing yoga, playing with her dog, Niko, and adventuring. McKenna was born and raised in Bend, Oregon and loves the mountains and snow. Nothing beats being up on a mountain with the fresh air and an amazing view.

CALEB
Before moving to Eugene, Caleb grew up in Portland, Oregon. Like most northwest natives, he enjoys coffee, music, photography, and great food. He enjoys working with others and making great ideas become a reality. A problem-solver by nature, he believes that the best results come to those who work hard and the best solutions to problems come as a result of careful planning and research. He is currently nishing up his education at the University of Oregon and will receive a bachelors degree in Advertising upon his graduation in June of 2013.

S TA C I E
While Stacies heart lies in California she discovers her passions, goals, and dreams where ever she goes. She has traveled through South America, Europe, and Africa where she has seen many walks of life inspiring and cultivating who she is today. Despite her advertising background Stacie hopes, one day, to own her own vineyard in California. When she is not hanging out with her friends, she enjoys cooking, hiking, and hanging by the pool or beach. Stacie has a huge celebrity crush on Leonardo DiCaprio and can watch Titanic on repeat for days.

S T E FA N
Stefan Sohlstrom is grown organically in the elds and mountains of Oregon. He is believed to have been brought over by enterprising Swedish emigrants sometime in the early seventies. He is often sweet-smelling and colorful, but is mostly inedible. He has no medicinal purposes other than the occasional back-rub. He can be used for design and copywriting but will wither if he spends too much time away from sunlight.

LACEY
Lacey is a California born but Oregon raised girl. However, the desert sands have never left her and although rainy Oregon is home, there will always be the desert rat inside of her. When Lacey isnt engaging in her college courses and perfecting her skills at trying to be the next great Account Manager, she is working as a server and Local Marketing Coordinator at McGraths Fish House. The ideas and dreams she loves the most are the hopes of one day working on a childrens orphanage in Africa, laying on every tropical beach she can, and discovering what it truly means to feel or be successful.

38

THANK YOU. FROM

39