w ho w e a r e ta bl e of con t en t s

p o w e r e d by . 1. Situation Analysis
1.1 Competition
1.2 SWOT Analysis
Art Director & Designer: Hannah Diamond
Copywriter: Taylor Fagan
2. Consumer Research
Strategist: Georgy Goodwin 2.1 Primary
Media Planner: Kiana Griffith 2.2 Secondary

Account Manager: Kathleen Davis

3. Creative Brief
3.1 The Problem & Advertising Objectives
3.2 Target Audience
3.3 Situation / Opportunity
3.4 SMCI
3.5 Support

4. Media Plan
4.1 Background & Objectives
4.2 Austin Media Mix, Budget, Timeline
4.3 PNW Media Mix, Budget, Timeline
4.4 Combined Media Mix, Budget, Timeline
4.5 Measurement Plan

5. Executions
 si t uat ion a n a lysis
swot
s t r e ng t hs
• Strong existing social platforms to build on.
• Millennials use many different appliances and tech goods,
therefore the need for outlets is high.  • Brand image does not extend beyond the product itself.
• Strong values that are well-communicated, target market seeks
this out when determining brand loyalty.1
• Product solves a temporary problem with a permanent, long-
lasting solution, perfect for those in transition or long-lasting
spaces.
op p or t uni t y
• Creators/innovators use Belkin products. We can steal this part
of the market. 3
• Hotel industry suggests that once you experience the product,
you do not want to live without it. 2
• People are willing to invest in a long-lasting product if they are
aware of the benefits and agree with the brand. 4
• Use this target audience to propel brand into the mainstream
market (millennials choose trends).
w e a k ne sse s
• Technical advantages are not apparent & hard to make known in
short.
• Stuck in niche market although the product is very mainstream. 2
• The extension cord category does not have brand loyalists. 1
t hr e at s
• Retro aesthetic overshadows all of the innovative tech within the
product. 2
• The problem that Conway solves is relatively small.
• Consumers do not seek alternative solutions for electrical cords
(focus group).
• People are unaware of the brands in this category (focus group).
 consumer r e se a rch
surv e y r e se a rch f ocus group r e se a rch
117 a dult s 12, 20 - 26 y e a r - ol d w ome n

• Valued aesthetic of home and did not like to

4 4/49 sacrifice form for function.

individuals • However, they currently believe the only factors

of this to consider when buying an extension cord are
4 2%
target functionality and necessity.
49/117 adults
age use
were aged • They had never heard of Conway Electric.
20 - 35 ins ta gr a m
years old e v ery d ay • They are loyal to brands they love and choose
invest in high-quality products.
• Of this group, majority say they most frequently use
their phone for social media use.
• Of this group, the majority also said they most
• The overwhelming majority had attained at least a
frequently used their phone for social media use.
bachelor’s degree.

top tangible highest second top personal highest second

third highest third highest
values: ranked highest values: ranked highest
Safety &
1 Creativity Creativity 1 Connection Belonging Belonging
Innovation
Safety & Safety &
2 Creativity 2 Individualality Individualality Connection
Innovation Innovation

3 Beauty Beauty Beauty 3 Belonging Connection Individualality

se cond a ry r e se a rch
• Millennials compare brands and prices online, more selective about purchasing decisions. 5

• Increase in willingness to pay for products that are high quality. 5

• Rely on recommendations from friends and social media influencers who demonstrate authenticity by advocating
for brands through their own personal narratives. 6

• Customers are more willing to actively get involved with a brand that aligns with their values. 6

• A live event is an opportunity for a brand to insert themselves in a passionate moment for their audience
members in an authentic way that enhances the experience. 7

• Individual personalities are illustrated in part through private and public meanings of goods and develop what is
called cultural embeddedness of products. 8
 cr e at i v e br ief
t he probl em
Young, creative professionals represent the most viable market for Conway, yet they are currently unaware of
Conway and the products available.

a d v er t ising ob je c t i v e s
We will expand Conway’s brand awareness to a new market and create a brand that this market will believe in.
Through this campaign, we will market to a new audience that will care about the extension cords they own, including
both the look and the quality.
ta rge t a udience
• Creators, aged 20-35:
This group is entering the workforce and earning a salary. They are buying first homes, or moving to cities and
renting apartments. Millennials are willing to invest in quality products that will last and they value curated
spaces. They make up 32% of home furnishing purchases, larger than any other age group.9
• Living in cities:
Jobs in creative industries are primarily found in major cities like Austin, Seattle, Portland, NYC, and LA. 10
• Steady income:
In order to afford the product, our target must have a steady income. This is true for those working in creative
industries and living in cities. 11
• Travel a lot:
The United Nations estimates that millennials make up 20 percent of international travelers.12 Also, a study by
AirBnB shows that our target audience is more interested in spending money on experiences than things. By
tapping into these experiences, Conway can gain traction in this market. 13

w h at doe s t his audience cur r en t ly t hink ?

The target audience currently believes that necessity and functionality are the only factors to consider when buying
an extension cord. This audience appreciates the aesthetic of their apartment, they hold design of objects and
their homes in importance, and would rather not sacrifice the design of their apartment for a cheap, ugly extension
cord. This market is willing to invest in quality products that will last a lifetime and they are loyal to the brands they
love. However, this audience is unaware that a product like Conway’s Exto exists. By expanding brand awareness to
this market, we will inspire this audience through a device with a beautiful look with state of the art technology to
expand their beliefs within the extension cord market.
 smci

con way bel ie v e s t h at e v en

t he mos t u t il i ta r i a n t ool
shoul d be be au t if ul .
supp or t
Conway encourages and facilitates creative solutions for people who want to contribute something beautiful to the
world. By extending power through a device with an inspiring aesthetic, they not only provide energy where people
do the most work but also solve the design issue the current market faces.

• The target’s highest ranked tangible value is safety/innovation, followed by creativity and beauty. Conway
provides a product that is safe and innovative, allows creatives to create and adds to the aesthetic of their space.
• Based on our survey results, the most important personal values to our target audience were connection,
belonging and individuality. In other words, most people have a strong desire to fit in, but also value their
individual style.
• Conway provides a tool that has the ability to become the new standard for the category, while allowing the
target to maintain their individuality through a variety of colors.

medi a pl a n
b a ckground a nd ob je c t i v e s
Based on primary and secondary research the proposed media plan will reach our target audience for 3 reasons:

• Their current use of social media, specifically instagram. 19

• Their location. The following cities are cultural hubs for young creatives who have a steady income and
bachelor’s degree.
• Their increased desire for experiences translates to music and cultural festivals. These present a key
opportunity for brand interaction.
medi a mi x

a us t in, t x

Austin is home to young creative, and tech. talent. In fact, among the metro areas top employers are Apple, Dell,
IBM and Amazon. The city has seen a 37.7% increase in population in the last decade due to migrating talent. In this
area, 41.5% of adults have a bachelor’s degree (compared to 30.1% nationally) 14. The city funds a Creative Economy
Priority Program that works to maintain “creativity as the engine of Austin’s prosperity”. 15
ins ta gr a m
Sponsor posts that highlight the beauty, as well as the high-tech features of the products. Use micro-influencers
to help expand the target audience.
non -t r a di t ion a l
ins ta gr a m c on t e s t
By crowdsourcing young creatives themselves to paint cities, we are involving the target audience from the
get-go.
music f e s t i va l s
Charging station at SXSW.
w e b si t e
Make changes to website homepage in an effort to expand awareness about the amazing tech behind Conway’s
products.
 a us t in, t x

budge t t imel ine

media budget: pr i ce : re ach : notes: media timeline: february march april may
s o c ial m e dia : Instagram Round
- $6.90 per 1,000 1
Instagram Round - February - May
impressions
$2,000 - Austin, Tx
1 - 286,000
Instagram Round
impression total
2
- Two weeks
- 670 - 4,200 (March 8 th - 17th)
Instagram Round impressions / day - Focus on Austin Micro-Influencers
$35 - Potential Convention
2 total: 200,000 Center, SXSW
impressions location (+10
miles) SXSW
*(pay for
- Micro-influencer
shipping
Micro-influencers = 80,000 followers
and product
or less Stickers
to send)
ev e n t s :
- Pop-up charging
SXSW $2,000 - Roughly 150,000
station & store
no n-
t rad t io n al :
- $35 for Instagram
t o ta l budge t: $ 4,285
Instagram - Crowd-sourcing
promotion with
$250 student artists
Contest reach of 200,000
from in Austin
- $185 for cans t o ta l r e a ch: 686,000
w eb s it e :
- Expand
knowledge about
Website Changes $0
product to target
market
medi a mi x

p or t l a nd, or

Portland is a community-oriented city and considered a “magnet for young, creative and educated talent”.16 The
cities population has continued to rise at a rate of 10% or higher in the last decade.17 Just under 50% of the total
population of PDX has attained a bachelor’s degree or higher. 18 These attributes make Portland an ideal city for
Conway to reach the proposed target audience.

ins ta gr a m
Sponsor posts that highlight the beauty, as well as the high-tech. features of the products. Use micro-influencers
to help expand the target audience.
non -t r a di t ion a l
ins ta gr a m c on t e s t
By crowdsourcing young creatives themselves to paint cities, we are involving the target audience from the
get-go.
music f e s t i va l s
Charging station at Bumbershoot. Pop-up booth at vendor village.
w e b si t e
Make changes to website homepage in an effort to expand awareness about the amazing tech. and value behind
Conway’s products. 1
 a us
p or
t in,
t l atnd,
x or

budge t t imel ine

media budget: pr i ce : re ach : notes: media timeline: june july august sept
s o c ial m e dia : Instagram Round
- $6.90 per 1,000 - June - 1
Instagram Round impressions September
$2,000
1 - 286,000 - Portland, OR &
Instagram Round
impression total Seattle, WA
2
- Two weeks (Aug
- 670 - 4,200
19 th - Sept 2nd)
impressions per
Instagram Round - Target Micro-Influencers
day
$35 Seattle Center,
2 - Potential
Bumbershoot
total: 200,000
location (+10
impressions
miles) Bumbershoot
*(pay for
- Micro-influencer
shipping
Micro-influencers = 80,000 followers
and product
or less Stickers
to send)
ev e n t s :
- Pop-up charging
Bumbershoot $1,500 - 90,000 atendees station & store in
Vendor Village
no n-
t rad t io n al : t o ta l budge t: $3,785
- $35 for Instagram
Instagram - Crowd-sourcing
promotion with
$250 student artists in
Contest Portland
reach of 200,000
- $185 for cans
t o ta l r e a ch: 626,000
w eb s it e :
- Expand
knowledge about
Website Changes $0
product to target
market
 a us t in, t x + p or t l a nd, or

combined budge t combined t imel ine

media budget: pr i ce : reach:
media: feb mar april may june july aug sept
s o c i al m e dia:
Instagram
-Total impressions: Round 1
Instagram Round 1 $4,000
572,000
Instagram
Round 2
Micro-
- 670 - 4,200 impressions
per day Influencers
Instagram Round 2 $70
- Possible total
impressions: 400,000 SXSW

Bumbershoot
*(pay for shipping and - Micro-influencer =
Micro-influencers
product to send) 80,000 followers or less
Stickers

ev e nt s :
Bumbershoot & - Possible impression:
$3,500
SXSW 240,000

no n- t o ta l budge t: $8,070
t radtio n a l :
- Crowd-sourcing
Instagram Contest $500 student artists in Portland
& Austin t o ta l r e a ch: 1,312,000
w eb s it e :

Website Changes $0
 TA GL INE

a r t mee t s inno vat ion

 E X E CU T IONS
ins ta gr a m a d v er t isemen t s
According to a survey, 40% of women say instagram is the best way for brands to reach them.19 Sponsored posts
showing the product in well-decorated household spaces brings the brand to our target audience for little money.
Posts make our target audience see the solution to a problem that they don’t know they have, until it’s in front of them.

Lamp Instagram post:

“Bringing taste to any space
#conwayelectric #artmeetsinnovation”

Fish Instagram post:

“Innovation to accent any taste
#conwayelectric #artmeetsinnovation”
ins ta gr a m micro - inf l uencers
Conway should use micro influencers because they sell a lifestyle to their followers. They reach users through
carefully curated posts that many of our target audience turns to for design inspiration. Statistics show that users
are more receptive to influencer recommendations than traditional advertising.1 Our selected influencers share
Conway’s aesthetic and fit geographically with our proposed events. Micro-influencers have between 40,000-
80,000 followers and are inexpensive.

Jade Melissa is a Portland, OR based illustrator,

model, and photographer. Her feed is timeless,
wholesome and artistic. Jade and her husband
run a blog largely based around the idea that
beauty is all around us, often in the details.

Chase Daniel is a designer, blogger and

photographer located in Austin, TX. His social
accounts are full of professional photos that give
followers a peek at the city and travels through a
designers eye.
inf l uencer a d v er t isemen t

Jade Melissa Instagram post:

“Surrond yourself with beauty to inspire
your own creativity. I always find that a well
curated space nurtures my best work. Get
your own to experience the ultimate collision
of tech innovation and art. #conwayelectric
#artmeetsinnovation #ad”
ch a rging s tat ion @ bumbershoo t
Through our research we found that the target audience is increasingly interested in experiences above goods.12 There
is a particular interest in live events, and for many this takes the form of cultural festivals.13 Bumbershoot offers a highly
interactive space for attendees to try out new tech/cultural goods.

The majority of our target audience needs brands to approach them, and offer them a solution to a problem. They have a
hard time finding goods for purchase with so much media noise.1 Festivals are a perfect way to infiltrate the target market.

By sponsoring a charging station, Conway gets its products into the hands of consumers, peaking interest and showing them
a product they cannot live without. Based on the client briefing, Conway has previously had success when giving users the
experience of using their product. 2

This event lives on long after the event on social media. Due to Conway’s visual appeal, efforts spent on the event will likely
circulate and spread through our target to reach larger audiences as well.

Will put charging station inside festival by the “liquor garden” at the park in the center in the
festival, a more chill area that people can relax on cabana seating, sponsored by Conway, and
charge their phones from the Conway charging station.
ch a rging s tat ion @ sxs w
Through our research we found that the target audience is increasingly interested in experiences above goods.12 There is a
particular interest in live events, and for many this takes the form of cultural festivals.13 SXSW offers a highly interactive space
for attendees to try out new tech. & cultural goods.

The majority of our target audience needs brands to approach them, and offer them a solution to a problem. They have a
hard time finding goods for purchase with so much media noise.1 Festivals are a perfect way to infiltrate the target market.

By sponsoring a charging station, Conway gets its products into the hands of consumers, peaking interest and showing them
a product they cannot live without. Based on the client briefing, Conway has previously had success when giving users the
experience of using their product. 2

This event lives on long after the event on social media. Due to Conway’s visual appeal, efforts spent on the event will likely
circulate and spread through our target to reach larger audiences as well.

SXSW is a cultural and technological festival held in Austin, TX. It hosts young creatives, many
of whom are there for work. This means many attendees are likely working in creative fields,
which aligns with the older half of our target audience. 20
ch a rging s tat ion
ins ta gr a m con t e s t
By crowdsourcing young creatives themselves to paint cities, we are involving the target audience from the get-go.
This group of talent is eager to get their art into the world, and will do so for little pay. The contest also translates to
more immediate followers on Conway’s Instagram, as in order to enter, contestants must follow and tag
@conwayelectric.

Instagram contest post:

“CALLING ALL CREATIVES!
We need some of Portland’s
most ambitious students to
paint the city.
To enter:
1. follow @conwayelectric
2. post a photo of your most
innovative painted piece
3. tag us, and
#artmeetsinnovation”
w ebsi t e r e v isions

Our primary research shows that people value safety and innovation. While Conway’s products are visually appealing they are
also full of technical value. This is not clear on the website. Secondary research shows that our target audience is receptive
to brands that clearly present their benefits.1 By making the website more visually appealing Conway remains on brand. This
should be supported by quick, easy to read technical points.
source s

1 Smith, Geoff. (2015, September 30). Study: Millennials Are the Most Brand Loyal Generation. Retrieved from https://www.inc.com/geoff-smith/
millennials-becoming-more-loyal-in-era-of-consumer-choice.html.
2 (K. Faul, Conway Client Briefing, April 4, 2017).
3 https://www.prnewswire.com/news-releases/belkin-wins-three-prestigious-2017-if-design-awards-300422081.html
(2017, March 10). Belkin Wins Three Prestigious 2017 iF DESIGN AWARDs. Retrieved from https://www.prnewswire.com/news-releases/belkin-wins-three-

prestigious-2017-if-design-awards-300422081.html.
4 Solomon, M. (2017, June 20). How Millennials Will Reshape the Luxury Market. Retrieved from https://www.forbes.com/sites/msolomon/2017/06/20/how-
millennials-will-reshape-the-luxury-goods-market-bain-luxury-report-2017/#4c2333bc2f86
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consumer_electronics_global_industry_overview/112535.
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about_marketing_on_instagram/110477.
7 Carruthers, Brian. (April 2016). “How brands can tap the desire for live experiences.” Event Reports, Advertising Week Europe. Retrieved from https://www.warc.com/
content/article/event-reports/how_brands_can_tap_the_desire_for_live_experiences/107298.
8 Jakubanecs, Alexander & Supphellen, Magne. (2016). “Cultural embeddedness of products: a new measurement of culture and its effects.” International Journal of Market
Research, Vol. 58. (No. 2.) Retrieved from https://www.warc.com/content/article/jmrs/cultural_embeddedness_of_products_a_new_measurement_of_culture_and_its_
effects/106894.
9 Boschini, Alexa. (2017, March 21). What Millennials want in interior design. http://www.homeaccentstoday.com/blogpost/14858-millennials-interior-design-bobby-berk-
farah-merhi/.
10 Richey, Emily. (2017, April 4). Creative City Index 2017. Retrieved from http://www.homes.com/blog/2017/04/creative-city-index-2017.
11 Machado, Amanda. (2014, June 18). How Millennials Are Changing Travel. Retrieved from https://www.theatlantic.com/international/archive/2014/06/how-millennials-are-
changing-international-travel/373007/.
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more-important-than-saving-for-a-home/.
13 Mya, Kacey. (2017, February 3). Why Millennials Have Become the Wanderlust Generation. Retrieved from https://travel.usnews.com/features/why-millennials-have-
become-the-wanderlust-generation.
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industry.
15 (2017). Creativity Indicators Summary. 5. Grow and Invest in Austin’s Creative Economy. Retrieved from https://data.austintexas.gov/stories/s/Creative-Economy/8rdb-v2ev.
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