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Team  Biographies  
 
Natalie  Brown  is  a  senior  studying  Integrated  Marketing  Communication  at  Illinois  State  University.  
Natalie  has  gained  experience  working  with  clients  from  previous  marketing  classes  at  Illinois  State  
University.  Conducting  research  for  Campustown  she  had  responsibilities  such  as  designing  a  proposal,  
interviewing  the  target  market,  and  analyzing  the  data  to  find  a  marketing  solution.  Natalie  had  an  
internship  with  Sherwin–Williams  developing  her  interpersonal  communication  and  sales  skills.  
 
Andrew  Higdon  is  currently  a  senior  attending  Illinois  State  University.  Andrew  is  seeking  an  Integrated  
Marketing  Communications  degree  in  May  of  2016.  Between  making  music  videos  and  pretending  he  
can  rap,  Andrew  likes  to  use  the  extra–curricular  positions  held  at  school  for  a  creative  outlet.  These  
include  being  the  Director  of  Internal  Communications  for  the  American  Marketing  Association  and  the  
Director  of  Marketing  for  the  Phi  Gamma  Nu  business  fraternity.  Andrew  was  a  server  at  the  Italian  
Bistro,  Pinstripes,  for  the  past  four  years  which  helped  him  to  perfect  the  art  of  identifying  and  meeting  
customer  needs.  These  skills  have  prepared  Andrew  to  successfully  implement  this  project.  
 
Ethan  Rivera  is  currently  a  senior  at  Illinois  State  University.  He  will  be  graduating  in  May  of  2016  with  a  
Bachelor’s  in  Integrated  Marketing  Communications.  Ethan  was  a  public  relations  &  marketing  intern  for  
1776  –  a  global  incubator  and  seed  fund  helping  startups  transform  industries  that  impact  millions  of  
lives  everyday  –  education,  energy  &  sustainability,  health,  transportation  and  cities.  Throughout  his  
college  experience,  Ethan  was  a  member  of  the  prestigious  business  fraternity,  Alpha  Kappa  Psi,  holding  
positions  including  Vice  President  of  Communications  &  Webmaster.  All  of  his  experiences  have  aided  
his  growth  and  development  in  the  fields  of  marketing,  creative  design  and  photography.  
 
Nick  Smith  is  currently  a  senior  Marketing  Major  at  Illinois  State  University  with  a  focus  on  Integrated  
Marketing  Communication  or  IMC.  He  is  expected  to  graduate  in  December  of  2015.  Nick  has  gained  
experience  with  IMC  through  the  coursework  taken  at  Illinois  State  University.  He  has  been  a  part  of  
multiple  projects  that  required  creating  and  tracking  marketing  campaigns  such  as  a  personal  blog  on  
smartphones.  He  is  a  member  of  and  has  been  involved  with  the  Social  and  Research  and  Development  
Committees  of  The  American  Marketing  Association  for  four  semesters  of  college.  He  also  attended  
three  Conferences  throughout  that  time  where  real  world  marketing  experiences  and  leadership  
opportunities  were  gained.      
 
Jimmy  Symington  is  currently  a  senior  Marketing  major  at  Illinois  State  University  completing  a  
sequence  in  Integrated  Marketing  Communication.  He  is  also  in  pursuit  of  a  minor  in  Psychology.  He  held  
a  management  job  for  Best  Western  Hotel  Group  where  he  completed  various  marketing  activities  to  
prepare  him  for  success  in  this  client  project.  During  his  career  at  Illinois  State  University,  Jimmy  has  
participated  in  many  marketing  classes  and  projects  to  better  integrate  his  real  world  skills.    

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Executive  Summary    
 
Central  Illinois  Phone  Repair  (CIPR)  is  your  one  stop  shop  for  all  broken  device  needs.  Located  in  Normal  
and  Peoria,  Illinois,  CIPR  specializes  in  full  repair  services  for  iPhones,  iPods,  iPads,  Samsung  devices,  and  
Android  devices.  Since  its  establishment  in  February  2012,  CIPR  prides  itself  on  delivering  fast,  quality  
service  at  a  convenient  location  near  you.  With  a  focus  on  college  students  and  the  surrounding  area,  
the  creative  team  at  Illinois  State  University  is  excited  to  work  with  Central  Illinois  Phone  Repair  to  
develop  an  effective  marketing  plan.  The  proposed  marketing  campaign  poses  a  new  experience  to  
capture  the  attention  of  our  markets,  leading  to  our  team’s  primary  goal  in  overall  awareness  of  the  
CIPR  brand.  This  will  be  implemented  through  promotional  material  including  door  hangers,  magnets,  
coupons,  and  phone  wallets  that  carry  an  amusing  and  informative  context.    
 
With  a  focus  on  college  students  as  the  primary  target  market,  CIPR  will  be  able  to  develop  relationships  
on  student  populations  from  Illinois  State  University,  Illinois  Wesleyan  University,  and  Heartland  
Community  College,  all  located  within  the  Bloomington–Normal  area.  Additionally,  CIPR  realizes  that  the  
residents  of  Bloomington–Normal  are  the  secondary  target  market.  These  residents  are  a  make–up  of  
ages  15–65.    
 
The  primary  target  market  consists  of  college  students  with  ages  ranging  from  18–25  in  Bloomington–
Normal.  The  primary  target  market  population  recognizes  Illinois  State  University  with  20,788  [1],  
Heartland  Community  College  with  5,324  [2],  and  Illinois  Wesleyan  University  with  1,893  [3].  The  
primary  target  market  is  involved  with  over  350  Registered  Student  Organizations  between  the  three  
schools.  Central  Illinois  Phone  Repair  wants  to  establish  a  strong  presence  in  the  minds  of  students  when  
it  comes  to  the  evoked  set  of  technological  repair.  The  secondary  target  market  consists  of  residents  
aging  from  15–65.  In  Bloomington,  the  population  of  the  secondary  market  is  53,390  from  Bloomington  
[4],  and  40,950  from  Normal  [5].  
 
The  study  and  classification  of  people  according  to  their  attitudes,  perceptions  and  aspirations  on  this  
proposal  lead  to  several  conclusions.  Our  primary  and  secondary  target  markets  desire  a  quality  and  
trustworthiness  in  a  service  or  product.  Additionally  our  markets  can  be  seen  as  on  the  go,  living  fast  
pace  lives  that  need  convenience  and  great  customer  service  to  attend  to  their  needs.    
 
The  communication  objectives  include:    
1. Increase  brand  awareness  for  CIPR  
2. Increase  top  of  mind  awareness  for  CIPR  for  the  primary  &  secondary  market    
3. Increase  the  communication  between  CIPR  and  the  primary  &  secondary  market  
 
The  sales  objectives  are:    
1. Increase  the  annual  sales  from  device  service  repairs      
2. Increase  the  foot  traffic  that  CIPR  receives  from  the  primary  target  market.    
3. Increase  social  media  promotion  redemption    
 
 
The  proposed  creative  platform  stems  from  our  research  found  after  interviewing  several  individuals  a  
part  of  our  primary  and  secondary  market.  Many  were  unaware  of  the  company  or  its  location.  
Throughout  each  interview  we  discovered  their  preference  for  technology  repairs,  price  willing  to  pay  
for  a  repair,  and  the  most  effective  way  to  reach  customers.  After  careful  evaluation  of  the  in–depth  

  5  
interview,  our  team  has  concluded  that  an  informative  appeal  that  carries  an  amusing  tone  will  reveal  
the  quality  that  our  participants  found  important  when  getting  their  phone  repaired.  We  chose  this  
approach  due  to  the  negative  association  that  comes  with  our  market;  they  only  require  our  service  
after  breaking  a  personal  device.  Reassuring  trust  and  tone  of  “we  got  your  back”  will  prove  to  be  an  
effective  approach  to  this  campaign.  Refer  to  Appendix  A  to  view  the  compiled  results  of  the  interview.  
 
As  CIPR  looks  for  new  ways  to  stay  competitive  in  this  market,  our  team  has  developed  a  fresh  new  look  
for  the  CIPR  brand  that  can  be  viewed  as  simple  memorable,  versatile  and  appropriate.  Currently  the  
CIPR  brand  uses  several  different  logotypes,  and  forms.  The  lack  of  cohesion  between  what  their  walk  in  
office  says  and  their  online  presence  provides  opportunity  for  growth  by  integrating  the  brand  through  
several  different  channels  of  communication.  When  observing  the  new  CIPR  logo,  one  can  see  that  a  
“power  button”  was  developed  around  a  custom  wrench  vector  to  indicate  that  Central  Illinois  Phone  
Repairs  provides  more  than  phone  services–batteries,  buttons  etc.  Red  was  the  choice  of  color  in  this  
layout  due  to  its  representation  of  a  danger,  a  sense  of  urgency,  energy,  and  youthfulness.  We  found  the  
revamped  positioning  statement  “Bringing  life  to  your  device”  compliments  the  owner’s  services  rather  
than  the  previous  statement  stating  “If  your  device  breaks,  we  will  be  there.”  
 
Our  team  has  developed  five  ads  that  are  novel  in  nature,  but  convey  an  effective  message  that  will  
capture  the  attention  of  our  primary  and  secondary  markets.  The  advertisements  include:  door  hangers,  
direct  mail,  coupons,  silicone  phone  wallets  and  magnets  that  are  all  to  be  integrated  with  the  revamped  
CIPR  logo.  The  door  hanger  was  designed  to  promote  discounted  services  in  a  funny  way  that  grabs  the  
reader’s  attention  through  its  reference  towards  tinder.  The  direct  mail  piece  will  provide  information  
regarding  CIPR  through  a  tri  fold  print  advertisement  that  is  scenario  based  to  be  sent  out  to  both  our  
primary  and  secondary  markets.  The  coupon  creates  a  user  experience  with  its  peel  off  sticker  that  
removes  a  “shattered”  iPhone  screen  to  reveal  a  discounted  service  upon  redemption.  The  silicone  
phone  wallet  was  developed  to  increase  the  top  of  mind  awareness  as  its  design  can  be  used  in  an  
everyday  fashion  with  its  simplicity  and  versatility.  Lastly,  the  magnets  were  designed  to  inform  our  
primary  markets  and  secondary  markets  in  an  everyday  usage  environment  that  showcased  a  text  
conversation  about  CIPR  and  its  services.  The  magnet  was  also  the  advertisement  we  copy  tested  for  
further  insights.    
 
After  deducing  the  results  found  from  the  copy  testing,  we  concluded  that  ad  A  and  ad  B  yielded  similar  
results  in  categories  including:  first  impressions,  brand  recall,  and  overall  main  message.  What  
distinguished  our  decision  in  running  ad  B  included  categories  of  language  simplicity,  services  offered,  
lasting  impression  of  the  industry  CIPR  resides  in,  and  likeliness  to  use  information  should  they  need  a  
device  to  be  fixed.  As  the  creative  team  looks  for  ways  to  improve  upon  ad  B,  we  have  taken  into  
account  that  the  message  needed  to  be  restructured  in  who  was  leading  the  conversation.  Additionally  
we  plan  to  add  location  and  hours  of  operation,  create  a  duplicate  ad  that  can  be  tailored  towards  the  
secondary  market  and  generally  improve  the  graphics  with  social  media  icons.  Lastly,  we  plan  to  shorten  
the  language  for  ad  B  and  capitalize  important  text  to  emphasize  key  attributes.    
 
As  you  continue  looking  into  our  findings,  the  creative  team  at  Illinois  State  University  is  confident  in  
delivering  an  effective  message  that  will  yield  results  that  meet  our  objectives  in  growth  amongst  our  
primary  and  secondary  target  market.  We  hope  to  continue  this  relationship  with  Central  Illinois  Phone  
Repair  as  the  potential  impact  of  this  strategy  can  create  many  opportunities  for  success  over  the  years.      
   

  6  
    

  7  
Target  Audience  Profile  
 
Primary  Target  Market  
 
The  primary  target  market  is  college  students,  ages  18–25,  who  reside  in  Bloomington–Normal  or  the  
immediate  surrounding  areas.  These  ages  represent  freshmen  to  graduate  students  attending  the  
colleges  in  the  community,  including  Illinois  State  University,  Illinois  Wesleyan  University,  and  Heartland  
Community  College  (refer  to  Exhibit  1).  The  primary  target  market  is  more  likely  to  need  a  repair  than  
the  secondary  market  since  they  are  more  active  and  constantly  “on  the  go”.    
 
Secondary  Target  Market  
 
The  secondary  target  market  consists  of  residents  from  the  Bloomington–Normal  community.  This  
market  is  much  larger  than  the  primary  student  population  with  ages  that  span  from  15–65.    Within  this  
age  range  there  are  high  school  students,  as  well  as  parents  or  even  grandparents.  This  group  contains  a  
large  number  of  professionals  who  use  technology  on  a  day–to–day  basis,  which  increases  the  likelihood  
of  needing  repair.  Also,  this  market  is  likely  to  have  a  greater  amount  of  disposable  income  meaning  
quality  is  often  looked  at  first,  not  price.  
 
Primary  Psychographics  
 
The  primary  market  for  Central  Illinois  Phone  Repair  values  quality  products  and  convenience  that  they  
can  trust.  Located  in  the  Bloomington–Normal  area,  CIPR  caters  to  college  students  who  are  in  need  of  a  
phone  repair  on  the  fly.  Students  are  constantly  on  the  go  and  when  the  misfortune  of  a  damaged  
phone  enters  their  lives,  it  usually  comes  with  a  long  wait  time  for  insurance  to  kick  in  and  the  travel  
time  for  a  new  phone  to  arrive.  In  addition,  the  primary  target  market  values  promotions  and  savings,  as  
they  are  college  students  in  need  of  financial  assistance.  CIPR  cannot  only  provide  quality  service  at  a  
great  price,  but  also  at  a  convenient  location  when  compared  to  all  the  hassle  of  making  claims  to  
replace  a  phone.  With  these  characteristics  in  mind,  there’s  no  need  to  wait  on  the  phone  for  hours  on  
hold  to  make  your  claim.  
 
Lastly,  with  the  proliferation  of  technology  and  social  media  capturing  the  lives  of  many  individuals  
across  the  Bloomington–Normal  area,  students  have  a  strong  expectation  for  trust  when  doing  business  
with  local  business  owners  as  word  travels  fast.  This  opportunity  can  be  leveraged  to  CIPR’s  advantage  
as  this  sole  proprietorship  can  utilize  soft  skills  to  reassure  the  market  that  quality  work  will  be  done,  
and  that  the  job  will  not  be  “hacked”  or  sent  off  to  a  3rd  party.  Having  a  solid  identity  of  who  is  handling  
your  phone,  trust  is  established  and  built,  leading  to  more  business  with  satisfactory  work  being  done.  
 
 
 
 
 
 
 
 
 
 

  8  
  
Exhibit  1:  Target  Audience  Profile  
   
Primary  Target  Market:     Secondary  Target  Market:    
   
College  Students     Community    
• Age:  18–25   • Age:  15–65  
• School  Affiliation   • Total  Population:  
o Illinois  State  University:  20,788  [1]   o Bloomington:  53,390  [4]  
o Heartland  Community  College:  5,324  [2]   o Normal:  40,950  [5]  
o Illinois  Wesleyan  University:  1,893  [3]   • Marital  Status:  Married  or  Single  
• Education  Level:  Some  College   • Income:  $15,000  or  more  
• Income:  $15,000  or  less    
   
 
Psychographic  Characteristics  
   
Primary  Target  Market   Secondary  Target  Market  
• Desire  quality  products  for  low  price   • Desire  a  level  of  high  value  
• Looking  for  convenience   • Value  word  of  mouth  feedback  
• Appreciate  speed  in  customer  service   • Appreciate  in  person  customer  service
• Conscious  buyer  
 
 
Influencers  
   
Primary  target  market:   Secondary  target  market:  
• Friends/Social  media   • Community  (gatherings):  Trade  shows,  
• Sports  teams       concerts,  fairs    
• Social  fraternities/sororities   • Churches  
• Other  various  RSO’s  on  campus   • Co–workers/bosses  
• Co–workers/bosses   • Friends/relatives  
 
 
Secondary  Psychographics  
 
Like  the  primary  target  market,  the  secondary  target  market  for  Central  Illinois  Phone  Repair  values  
quality  products  and  service  in  a  timely  manner.  CIPR  offers  same  day  service,  and  most  repairs  only  
take  30  minutes  to  an  hour,  which  can  offer  greater  accessibility  to  the  technology,  especially  for  the  
working  class  that  use  their  phones/tablets  for  business  related  activities.  The  secondary  target  market  
is  one  that  is  used  to  a  fast–paced  lifestyle,  so  the  value  creating  activity  of  same  day  service  is  one  that  
is  especially  important  to  this  target  market.  The  convenient  location  of  this  business  is  definitely  
favorable  in  regards  to  the  secondary  target  because  it  is  located  on  one  of  the  two  busiest  streets  that  
also  connect  Bloomington  and  Normal.  The  secondary  target  market  also  values  a  functional  service;  
something  that  is  the  same  every  time,  no  matter  the  product.  In  turn,  this  creates  loyalty,  which  is  
important  to  this  market.  They  want  to  find  a  place  that  they  can  turn  to  when  their  phone  breaks.  In  
relation  to  the  sole  proprietorship  aspect  of  CIPR,  the  customer  will  always  know  whom  they  will  be  
  9  
speaking  with,  and  also  who  will  be  facilitating  the  repair.  This  will  create  positive  word  of  mouth  
advertising,  which  can  be  the  most  genuine  form  of  advertising,  and  one  that  this  target  market  
definitely  uses  as  their  primary  form  of  recommendation  and  communication.    
 
Since  this  target  market  also  has  more  disposable  income  than  the  primary  market,  they  are  more  likely  
to  buy  an  entirely  new  phone  when  their  device  breaks  versus  spend  the  time  researching  repair  places  
and  waiting  for  the  repair  to  be  completed.  This  is  an  important  distinction  that  CIPR  must  keep  in  mind.  
However  on  the  flip  side,  many  people  need  their  phone  same  day  as  the  accident  and  cannot  wait  for  
an  upgrade  in  plan,  leaving  CIPR  as  a  viable  option.  Another  distinction  to  be  considered  is  the  difference  
in  population  of  the  target  markets;  the  secondary  target  has  over  triple  the  number  of  people  than  the  
primary,  proving  that  this  market  can  be  a  very  lucrative  opportunity  for  this  business.    
 
Influencers  
 
The  primary  target  market  for  this  campaign  consists  of  college  students  in  the  Bloomington–Normal  
area,  however  within  this  group  lies  many  influencers  that  are  of  interest  for  this  brief.  College  students  
have  sporadic  and  sometimes  hectic  days  leading  to  many  encounters  with  friends,  classmates,  and  
colleagues.  It  is  likely  that  when  a  friend  experiences  a  cracked  screen  or  broken  back  plate,  they  ask  
around  looking  for  suggestions.  Students  are  easily  influenced  by  their  friends  and  word  of  mouth  which  
most  definitely  includes  social  media.  Social  media  has  a  large  reach  meaning  many  people  are  likely  to  
see  a  post  go  viral.  It  is  also  likely  that  when  someone  posts  about  their  positive  experience  at  CIPR,  
students  will  be  more  inclined  to  try  the  business  out  when  their  personal  phone  breaks.    
 
The  secondary  market  consists  of  residents  of  the  Bloomington–Normal  area.  A  resident’s  average  day  is  
more  scheduled  and  they  will  have  less  free  time  than  a  college  student.  They  have  jobs  and  other  
responsibilities  they  need  to  attend  to,  giving  way  to  a  wide  variety  of  people  and  groups  that  influence  
them.  Residents  can  also  gain  awareness  of  CIPR  from  their  friends  or  family.  Suggestions  about  CIPR  
from  those  groups  can  be  a  strong  influence  because  of  the  trust  factor.  Another  place  residents  can  
gain  exposure  to  Central  Illinois  Phone  Repair  is  from  town  gatherings,  such  as  trade  shows,  concerts  or  
fairs.  This  is  a  huge  way  for  CIPR  to  gain  credibility  and  be  put  in  the  evoked  set  for  residents.    
 
Estimated  Target  Market  Size  
 
The  proposed  primary  target  includes  college  students  from  Illinois  State  University,  Illinois  Wesleyan  
University,  and  Heartland  Community  College.  Illinois  State  University’s  current  enrollment  for  Fall  2015  
was  listed  at  20,778.  This  is  the  largest  school  in  the  primary  market.  Illinois  Wesleyan  had  an  enrollment  
of  1,893  students  in  Fall  2014.  And  lastly,  Heartland  Community  College  had  an  enrollment  of  5,324  
students  in  Fall  2014  as  well.  The  total  population  of  the  primary  target  market  is  27,995  students.  With  
27,995  students,  there  are  plenty  of  opportunities  for  Central  Illinois  Phone  Repair  to  take  advantage  of  
student’s  mishaps.  From  parties  to  sports,  to  just  walking  to  class,  students  are  bound  to  break  their  
phones.    
 
The  secondary  target  market  is  comprised  of  members  of  the  community  ranging  from  15  –  65  years  old.  
This  group  was  chosen  for  the  fact  that  teenagers  are  very  likely  to  drop  their  phones  whether  at  after  
school  activities  or  while  hanging  out  with  friends.  The  group  was  capped  at  65  because  at  this  age  
people  are  more  likely  to  buy  a  new  phone  than  to  find  a  repair  shop.  The  total  number  of  people  
between  this  range  for  the  Bloomington  area  was  53,390.  For  Normal,  the  total  number  of  people  

  10  
between  this  range  was  40,950.  The  total  number  of  people  who  fall  in  this  age  range  for  the  secondary  
target  market  is  94,340.  
 
With  a  reasonable  amount  of  people  to  target,  coming  in  at  a  total  of  163,285  it  is  important  this  
campaign  is  able  to  reach  a  diverse  group  of  people.  Although  the  largest  group  this  marketing  campaign  
is  targeting  is  college  students,  many  families  also  experience  a  phone  breaking  or  tablet  being  dropped.  
This  campaign  is  meant  to  build  awareness  of  Central  Illinois  Phone  Repair  within  the  Bloomington–
Normal  community.    
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

  11  
  
 
 
Target  Market  References  
 
[1]:  Quick  Facts  About  Illinois  State.  (n.d.).  Retrieved  September  9,  2015,  from  
http://illinoisstate.edu/quickfacts/  
 
[2]:  Heartland  Community  College  Quick  Facts.  (n.d.).  Retrieved  September  9,  2015,  from  
https://www.heartland.edu/about/facts.jsp  
 
[3]:  About  Illinois  Wesleyan.  (n.d.).  Retrieved  September  9,  2015,  from  
https://www.iwu.edu/aboutiwu/facts.html  
 
[4]:  Bloomington,  Illinois  Geography  Selections.  (n.d.).  Retrieved  September  9,  2015,  from  
http://factfinder.census.gov/faces/tableservices/jsf/pages/productview.xhtml?src=CF  
 
[5]:  Normal,  Illinois  Geography  Selections.  (n.d.).  Retrieved  September  9,  2015,  from  
http://factfinder.census.gov/faces/tableservices/jsf/pages/productview.xhtml?src=CF  
   

  12  
Statement  of  Campaign  Objectives  
 
From  our  situation  analysis,  our  team  recommends  the  following  demographics  and  psychographics  for  
Central  Illinois  Phone  Repair’s  target  market:  

Primary  Target  Market:     Secondary  Target  Market:    

   
College  Students     Community    
• Age:  18–25   • Age:  15–65  
• School  Affiliation   • Total  Population:  
o Illinois  State  University:  20,788  [1]   o Bloomington:  53,390  [4]  
o Heartland  Community  College:  5,324  [2]   o Normal:  40,950  [5]  
o Illinois  Wesleyan  University:  1,893  [3]   • Marital  Status:  Married  or  Single  
• Education  Level:  Some  College   • Income:  $15,000  or  more  
• Income:  $15,000  or  less    
   
 
Psychographic  Characteristics  
   
Primary  Target  Market   Secondary  Target  Market  
• Desire  quality  products  for  low  price   • Desire  a  level  of  high  value  
• Looking  for  convenience   • Value  word  of  mouth  feedback  
• Appreciate  speed  in  customer  service   • Appreciate  in  person  customer  service
• Conscious  buyer  
 
 
Influencers  
   
Primary  target  market:   Secondary  target  market:  
• Friends/Social  media   • Community  (gatherings):  Trade  shows,  
• Sports  teams       concerts,  fairs    
• Social  fraternities/sororities   • Churches  
• Other  various  RSO’s  on  campus   • Co–workers/bosses  
• Co–workers/bosses   • Friends/relatives  
 
   

  13  
    

  14  
Creative  Platform  for  the  Campaign  
 
After  analyzing  participant’s  surveys,  we’ve  determined  increasing  the  overall  awareness  of  Central  
Illinois  Phone  Repair  (CIPR)  is  our  team’s  primary  goal.  To  determine  how  college  students  perceive  
Central  Illinois  Phone  Repair  we  interviewed  19  people  form  our  primary  market.  Of  the  primary  market  
surveyed  many  were  unaware  of  the  company  or  its  location.  Within  each  interview  given  to  we  asked  
questions  in  regards  to  their  preference  for  technology  repairs,  price  willing  to  pay  for  a  repair,  and  the  
most  effective  way  to  reach  customers.  Refer  to  Appendix  A  to  view  the  compiled  results  of  the  
interview.  
 
As  more  college  students  become  aware  of  the  location  and  the  benefits  the  company  possess,  students  
will  be  more  likely  to  purchase  CIPR’s  service.  We  want  to  emphasize  the  key  attributes  of  CIPR  based  on  
the  responses  from  the  participants,  as  the  majority  of  them  said  they  are  looking  for  quality  and  
trustworthiness  from  a  company.  The  platform  that  CIPR  offers  is  speed  and  quality  of  service.  Because  
these  platforms  align  directly  with  the  needs  of  the  target  market,  it  is  crucial  that  they  are  relayed  to  
the  consumers.  College  students  do  not  have  much  time,  so  a  quick  quality  fix  will  benefit  consumer  
perception  of  CIPR.  
 
Message  Tone  and  Appeal  
 
The  tone  of  our  campaign  will  possess  an  amusing  and  caring  context.  After  careful  evaluation  of  the  in–
depth  interview,  our  team  has  concluded  that  an  informative  appeal  will  reveal  the  quality  and  service  
that  our  participants  found  important  when  getting  their  phone  repaired.  Central  Illinois  Phone  Repair  
will  highlight  this  tone  and  appeal  through  several  communication  objectives  discussed  in  detail  below.    
 
Campaign  Objectives  
 
Communication  Objectives:  
 
Increase  awareness  for  Central  Illinois  Phone  Repair  
• The  in–depth  interviews  results  showed  that  1  out  of  19  were  aware  of  Central  Illinois  Phone  
Repair.  
• Tracking  the  campaign,  we  hope  to  increase  overall  awareness  from  5.2%  to  a  total  of  15%.  
• Increase  top  of  mind  awareness  for  Central  Illinois  Phone  Repair  for  the  primary  market  of  
college  students.  
• The  in–depth  interviews  results  showed  that  1  out  of  19  had  Central  Illinois  Phone  Repair  within  
their  top  of  five  of  places  to  get  their  phone  fixed.  
• Tracking  the  campaign,  we  hope  to  have  an  increase  in  the  top  of  mind  awareness  by  20%  
resulting  in  roughly  4  out  of  19.  
• Increase  the  perception  of  Central  Illinois  Phone  Repair  to  be  known  for  quality  and  speed.  
• While  tracking  the  campaign,  we  hope  to  have  40%  of  the  primary  market  recognize  Central  
Illinois  Phone  Repair  as  a  company  that  provides  quality  service.    
 
 
 
 
 

  15  
  
Behavioral  Objectives:  
 
Increase  the  communication  between  Central  Illinois  Phone  Repair  and  the  primary  market.  
• The  in–depth  interviews  results  showed  12  out  of  19  college  students  preferred  to  be  emailed  by  
company  in  regards  to  offering  services.  
• While  tracking  the  campaign,  we  hope  to  increase  the  number  of  emails  sent  out  to  the  primary  
market  as  the  company  currently  sends  none.  
• While  tracking  the  campaign,  we  hope  to  increase  the  number  of  email  subscribers  from  the  
primary  market  as  the  company  currently  has  none.    
 
Increase  the  average  weekly  foot  traffic  that  Central  Illinois  Phone  Repair  receives  from  the  primary  
target  market.  
• The  in  depth  interviews  provided  results  that  showed  none  of  the  individuals  had  made  a  
purchase  and/or  ever  visited  the  store.    
• While  tracking  the  campaign,  we  want  to  focus  on  increasing  the  average  weekly  foot  traffic  by  
10%.  
 
Increase  the  annual  sales  for  Central  Illinois  Phone  Repair    
• The  19  in  depth  interviews  showed  that  an  average  customer  is  willing  to  pay  $77  to  repair  their  
broken  phone  or  tablet.  
• While  tracking  the  campaign,  our  team  plans  to  monitor  our  sales  efforts  prior  to  initiating  this  
campaign  to  check  for  any  differences  in  sales.  Our  goal  is  to  measure  a  10%  increase  in  sales  per  
quarter.      
 
Increase  social  media  promotion  redemption  
• While  tracking  the  campaign,  our  team’s  plans  to  monitor  how  many  customers  take  advantage  
of  the  promotions  run  through  Central  Illinois  Phone  Repair’s  social  media  accounts.  Our  goal  is  
to  measure  a  10%  increase  in  the  promotion  redemption.    
 
Increase  Facebook  Likes  and  Twitter  Followers  of  Central  Illinois  Phone  Repair  
• The  Facebook  page  for  Central  Illinois  Phone  Repair  has  6,977  likes.  We  want  to  increase  this  
number  by  5%  for  a  total  of  7,326.  
• The  Twitter  page  for  Central  Illinois  Phone  Repair  has  110  followers.  We  want  to  increase  this  
number  by  40%  for  a  total  of  154.  
 
Campaign  Evaluation  and  Time  Frame    
 
In  terms  of  the  campaign  time  frame,  our  team  will  be  running  this  campaign  for  approximately  twelve  
months  to  ensure  ample  amount  of  time  for  our  target  market  to  become  aware  of  our  company,  
location,  and  its  key  benefits.  This  also  allows  our  team  to  distinguish  between  how  the  school  year  
affects  business  in  comparison  to  the  summer  months.  CIPR  has  planted  roots  in  Normal–Bloomington,  
IL  in  2015.  They  are  a  new  business  that  can  benefit  from  a  longer  campaign  that  focuses  on  awareness  
of  the  brand  and  the  convenient  location  of  the  business.  At  the  six  months  mark,  our  team  will  perform  
follow  up  surveys/in–depth  interviews  to  our  target  market.  This  is  to  ensure  that  our  campaign  focus  is  
still  clear  and  effectual  at  the  halfway  mark  of  our  campaign.  If,  at  this  time,  our  campaign  seems  to  be  

  16  
deteriorating,  we  will  make  the  necessary,  context–based  improvements  to  the  campaign  to  regain  
focus  of  our  main  objectives.      
 
Campaign  evaluation  will  be  a  key  to  this  campaign’s  success.  Communication  objectives  will  be  
evaluated  at  the  six  month  mark  and  also  the  twelve  month  mark.  The  twelve  month  mark  will  be  the  
key  identifier  to  convey  if  the  campaign  raised  awareness  of  CIPR’s  brand,  location,  and  key  benefits.  
This  evaluation  will  take  place  in  the  form  of  follow  up  surveys/in–depth  interviews  to  our  target  market.  
We  will  again  use  percentages  from  the  complete  interviews  to  discover  if  our  results  were  what  we  
intended  them  to  be  at  the  initiation  of  the  campaign.    
 
As  CIPR  in  Normal–Bloomington,  IL  is  a  fairly  new  company,  there  are  no  ‘previous  year’  sales  numbers  
to  compare.  We  will  simply  compare  sales  volume  from  the  start  of  the  campaign,  to  the  six  month  
mark,  and  again  at  the  twelve  month  mark.  This  will  be  completed  in  conjunction  with  CIPR’s  manager  or  
accountant.  We  also  do  not  have  foot  traffic  numbers  as  CIPR  has  never  kept  track  of  this  number  since  
formation  of  the  company  in  Normal.  We  will  use  physical  traffic  numbers  from  the  start  of  the  
campaign,  six  month  mark,  and  also  the  twelve  month  mark.  This  is  to  show  that  foot  traffic  has  
increased,  in  turn  and  hopefully,  increasing  sales.  By  utilizing  social  media  analytic  software  such  as  
Facebook  analytics  or  Google  analytics,  we  will  be  able  to  track  to  the  single  number  of  how  many  
Facebook  likes  we  create  in  a  specific  time  period,  twitter  followers  we  gained,  and  name  
mentions/impressions  in  the  social  world.  Facebook  analytics  can  track  followers,  impressions,  
engagement,  interactions,  demographics,  location,  and  posts.  This  will  be  a  phenomenal  tool  in  tracking  
our  social  media  behavior  objectives.  At  the  end  of  the  campaign,  these  final  numbers  will  be  presented  
with  graphs  and  data  tables.    
   

  17  
    

  18  
Overview  of  IMC  Plan  
 
The  goal  of  the  IMC  plan  is  to  build  brand  awareness  of  Central  Illinois  Phone  Repair  (CIPR)  while  
highlighting  its  ability  to  serve  its  primary  and  secondary  market.  This  campaign  emphasizes  its  ability  to  
provide  quality  service  at  your  convenience  when  the  primary  and  secondary  market  is  in  need  of  its  
services.  Due  to  the  dynamic  of  CIPR’s  business  model,  a  negative  association  can  be  found  when  our  
target  market  is  in  need  of  a  device  repair  (i.e.  potentially  in  a  bad  mood  given  their  device  needs  
repair).  Because  of  this,  our  team  has  developed  5  advertisement  layouts  that  will  meet  our  objectives  in  
building  brand  awareness  while  holding  a  caring,  trustworthy  and  informative  message  with  a  
lighthearted  and  humorous  tone  (Please  refer  to  Exhibit  2  for  an  overview  of  the  IMC  plan).  
The  first  layout  is  a  Door  Hanger  to  be  placed  around  campus  dorms  in  the  Bloomington–  Normal  area.  
The  purpose  of  this  layout  is  to  inform  students  of  the  services  CIPR  offers,  as  well  as  hours,  and  location  
while  promoting  discounts  for  students  to  drive  in  store  foot  traffic.  Additionally,  the  door  hangers  will  
carry  a  humorous  tone  conveyed  in  a  spin–off  of  the  social  app  Tinder.  The  second  layout  is  a  simple  
iPhone  magnet  to  be  handed  out  at  Festival  ISU  and  Winter  Fest.  The  magnets  describe  a  small  reminder  
for  students  to  use  when  they  need  a  phone  repair.  This  is  achieved  by  utilizing  a  scenario–based  
advertisement  that  was  humorous  in  nature,  geared  towards  our  primary  target  market.    
The  third  layout  is  an  iPhone  shaped  coupon  that  has  a  shattered  screen.  The  media  placement  for  this  
ad  is  planned  for  Festival  ISU,  Winter  Fest,  and  various  Uptown  Normal  events.  The  purpose  of  this  ad  is  
to  provide  our  primary  and  secondary  market  with  information  about  the  CIPR  brand,  and  providing  a  
promotional  coupon  to  drive  foot  traffic  in  store.  The  fourth  layout  is  a  direct  mailer  to  be  sent  out  to  
our  primary  and  secondary  target  market.  We  plan  to  execute  this  media  placement  at  the  beginning  of  
every  semester  to  establish  a  relationship  with  college  campuses  in  the  area  and  the  secondary  market  
as  well  in  the  surrounding  community.  The  purpose  of  this  layout  is  to  inform  our  markets  about  deals,  
location,  and  hours.    
Our  fifth  and  final  layout  is  a  silicone  Phone  Wallet.  The  media  placement  for  this  ad  is  planned  for  
Festival  ISU,  Winter  Fest.  In  store  giveaways,  and  various  Uptown  Normal  Events.  The  purpose  of  this  
design  is  to  give  our  primary  and  secondary  markets  a  reason  to  bring  CIPR  into  their  daily  lives.  By  
effectively  developing  these  designs  that  are  novel  in  nature  from  the  actual  tangible  layouts,  to  the  
clever  type,  we  are  confident  that  these  advertisements  will  catch  the  attention  of  our  primary  and  
secondary  markets.    
 
 
 
 
 
 
 
 
 
 
 
  19  
Exhibit  2  –  Overview  of  IMC  Plan  
 
Type  of  Layout   Media  Placement   Purpose  

Door  Hangers   Dorms  across  campus   –to  inform  students  of  the  services  
  CIPR  offers,  as  well  as  hours,  and  
location  
 
–to  promote  discounts/rates  for  
students  

Magnet   Handed  out  at  Festival  ISU     –A  small  reminder  for  students  to  use  
  when  they  need  a  phone  repair  

Coupon   –Festival  ISU  and  Winter  Fest   –to  offer  students  a  discounted  price  
–Various  Uptown  Normal  Events   for  certain  services    

Direct  Mail   The  direct  mail  will  be  set  out  to   –to  reach  out  to  our  target  market  
students  at  the  beginning  of  the   and  inform  them  of  deals,  location,  
semester  and  the  end  of  the   and  hours  
semester.    

Silicone  Phone   –Handed  out  at  Festival  ISU   –  A  small  reminder  for  students  to  use  
Wallet   –In  store  handouts   when  they  need  a  phone  repair  
–Various  Uptown  Normal  Events  
 
 
 
Execution  of  Creative  Platform  
 
Creative  Platform  
 
The  creative  platform  for  this  campaign  is  to  increase  the  overall  awareness  of  Central  Illinois  Phone  
Repair  (CIPR)  to  our  primary  and  secondary  markets.  This  will  be  done  with  the  promotion  of  CIPR’s  
business  platforms.  These  include  the  convenience  and  speed  of  service  on  campus  combined  with  the  
high  quality  work  that  CIPR  performs  for  all  broken  device  needs.    
 
Appeal  
 
The  appeal  of  this  campaign  will  be  caring,  trustworthy,  and  informative.  As  college  kids  venture  away  
from  home,  it  is  imperative  that  CIPR  is  the  voice  of  reassurance  and  trust.  Not  only  is  breaking  a  device  
stressful,  but  can  also  be  confusing  for  college  kids  adapting  to  the  concept  of  living  on  their  own.  By  
being  informative  and  presenting  this  trustworthy  appeal,  the  target  markets  will  consider  CIPR  in  their  
evoked  set  when  it  comes  time  to  fix  their  device.    
 
  20  
  
Core  Message  and  Theme  
 
The  core  message  of  this  campaign  is  to  create  awareness  of  CIPR  by  communicating  the  convenience,  
speed,  and  quality  work  that  CIPR  offers.  The  theme  of  this  campaign  is  to  promote  CIPR  as  the  one  
service  that  customers  can  trust.  This  theme  is  communicated  clearly  through  the  variety  of  promotional  
materials  that  our  team  has  created.    
 
Color  and  Visuals  
 
The  color  we  chose  to  include  across  all  promotional  pieces  was  red.  Our  team  chose  to  incorporate  this  
color  because  red  symbolizes  strength  and  love.  These  symbols  directly  align  with  the  theme  and  appeal  
of  the  campaign,  which  is  trust.  This  is  important  because  we  want  our  target  market  to  feel  trust  along  
every  aspect  of  the  campaign.  Additionally,  the  new  logo  is  visually  striking.  Breaking  a  phone  is  never  a  
pleasant  experience.  By  incorporating  a  power  button  that  is  made  from  a  wrench  as  the  logo,  we  are  
emphasizing  the  idea  of  bringing  life  back  to  devices.  This  is  also  why  we  chose  to  use  “Bringing  life  to  
your  device”  as  the  positioning  statement.  Bringing  life  to  your  device  emphasizes  the  aspect  of  trust  
and  revitalization.  Incorporating  the  logo  into  every  promotional  piece  brings  the  campaign  together  
with  consistency  and  allows  for  increased  brand  recognition.    
 
Presentation  of  Logo,  Layouts  and  Analytical  Criticism  
 
Logo  
 
When  observing  the  CIPR  logo  in  Exhibit  3,  one  can  see  that  a  “power  button”  was  developed  around  a  
custom  wrench  vector  to  indicate  that  Central  Illinois  Phone  Repairs  provides  more  than  phone  services  
–  batteries,  buttons  etc.  Red  was  the  choice  of  color  in  this  layout  due  to  its  representation  of  a  danger,  
a  sense  of  urgency,  energy,  and  youthfulness.  The  power  button  is  an  open  isolated  format  making  it  
easier  to  comprehend  on  the  eyes.  Due  to  the  shape  and  design  of  the  power  button,  a  sense  of  flow  
leads  you  to  the  rest  of  the  logo.    
 
The  font  Candara  was  chosen  in  an  effort  to  add  cohesion  and  simplicity  while  changing  the  color  font  
with  the  positioning  statement  to  distinguish  the  two  and  add  a  subtle  contrast  with  the  message  and  
brand  identity.  When  scaled  down  to  around  a  66%,  a  business  card  can  be  held  up  to  the  screen  to  
show  that  it  poses  scalability  and  can  easily  be  converted  to  a  black  and  white  vector  showing  versatility  
across  different  mediums.  The  reverse  type  positioning  statement  separates  the  amount  of  words  used  
to  distinguish  the  logo  type  from  the  positioning  statement.  We  found  the  revamped  positioning  
statement  “Bringing  life  to  your  device”  compliments  the  owner’s  services  rather  than  the  previous  
statement  stating  “If  your  device  breaks,  we  will  be  there.”  
 
 
 
 
 
 
 
 

  21  
  
 
Exhibit  3  –  Logo    

 
Direct  Mail  
 
The  tri–fold  mailer  was  designed  to  be  a  simple  and  informative  piece  of  material  sent  to  primarily  our  
secondary  target  market.  This  layout  was  supposed  to  be  simple  and  very  readable.  The  red  border  goes  
directly  in  line  with  the  circular  portion  of  our  logo,  and  the  black  border  on  the  flip  side  goes  in  line  with  
the  rest  of  the  logo.  It  is  separated  into  three  different  aspects  of  information.  One  section  details  
exactly  what  we  do  in  terms  of  technology  repairs.  The  next  section  shows  added  benefits  of  our  repairs  
such  as  thirty  minute  wait  times,  warranties,  and  phone  support.  This  was  important  because  of  how  
complimentary  CIPR’s  secondary  services  are.    The  third  and  final  section  is  all  of  CIPR’s  contact  
information  in  terms  of  phone,  e–mail,  location,  and  hours.  
On  the  flip  side,  the  screen  crack  is  meant  to  pull  the  reader  in  and  catch  their  attention.  The  white  type  
against  the  black  background  is  used  so  that  the  font  sticks  out  a  bit  more.  On  the  back,  it  reads  “Yes!  
Then  you  need  CIPR!”.  We  established  a  need  for  the  reader  to  be  pulled  into  the  trifold  and  want  to  
open  it  to  read  about  what  CIPR  does  and  the  services  that  it  offers.  This  was  a  fun  and  different  way  for  
us  to  engage  the  reader.  
Door  Hanger  
 
Using  relatable  humor  to  draw  in  the  attention  of  our  target  market  is  an  important  aspect  to  keep  in  
mind.  A  common  app  used  on  college  campuses  is  Tinder,  a  dating  app  based  on  image.  Many  times  
college  students  use  the  app  for  fun,  to  get  a  good  laugh.  Playing  off  this,  the  idea  of  using  Tinder  
seemed  appropriate  as  many  students  would  enjoy  reading  the  entire  piece.  As  Exhibit  5  shows,  the  
main  “story”  of  the  piece  is  about  swiping  right  on  an  attractive  person  and  finding  out  they’re  right  in  
front  of  you  –  shocking  enough  to  drop  a  phone.    
 
 
 
 
 
 
 
  22  
  
 
Exhibit  4  –  Direct  Mail  (Inside  and  Outside)  
 

 
 

 
 
 
 
 
 
 
 
 
 
 
  23  
  
 
 
Exhibit  5  –  Door  Hanger    

 
 
The  door  hanger  uses  novelty  with  every  line  of  text  creating  an  interesting  appeal.  Looking  at  Exhibit  5  
we  see  the  front  on  the  left  side.  This  is  the  first  thing  people  will  see  and  it  will  encourage  them  to  
check  out  the  back.  With  these  being  placed  across  campus  in  dorms,  many  college  students  will  take  
them  off  the  door  and  read  it  as  they  walk  into  their  rooms.  Leaving  the  reader  with  the  question  “What  
do  YOU  do?”  will  lead  them  to  flip  the  advertisement  over  for  the  answer.    
 
Looking  at  the  back  of  the  door  hanger,  the  right  image  in  Exhibit  5,  we  see  the  answer  to  “What  do  YOU  
do?”  in  big  red  letters  “Then  you  need  Central  Illinois  Phone  Repair”.  With  the  question  now  answered  
we  leave  the  viewer  with  important  information  such  as  location,  hours,  and  phone  number.    
 

  24  
A  call  to  action  is  included  with  a  tear  off  coupon  offering  $20  off  any  repair.  Many  students  break  their  
phone  throughout  the  year,  so  promoting  the  company  early  off  will  be  beneficial  in  the  long  run.  
Students  can  refer  back  to  the  advertisement  any  time  in  case  of  any  phone  emergency.      
 
Silicone  Phone  Wallet  
 
The  silicone  phone  wallet  is  a  year  round  marketing  promotional  product.  The  great  thing  about  the  
phone  wallet  as  you  can  see  in  Exhibit  6  is  the  versatile  use,  meaning  it  can  be  used  on  any  type  or  size  
of  phone  –  one  size  fits  all.  This  particular  phone  wallet  has  a  kick  stand  on  the  bottom  of  it,  with  a  
simple  push  it  will  snap  into  a  kick  stand  formation.  The  uniqueness  of  this  phone  wallet  will  appeal  to  
virtually  everyone.  Students  will  be  able  to  grab  a  silicone  phone  wallet  either  at  the  store  or  at  events  
like  Festival  ISU  held  in  September.    
 
Looking  at  the  details  of  the  silicone  phone  wallet  you  will  see  it  is  rather  simple  in  design  due  to  the  fact  
that  people  will  be  drawn  to  it  for  the  usage,  not  necessarily  the  content.  Bombarding  the  back  of  such  a  
small  space  would  make  the  silicone  phone  wallet  look  crowded.  Having  the  logo  and  the  phone  number  
is  just  enough  information  to  not  look  congested  on  the  back  of  a  phone.    
 
Exhibit  6  –  Silicone  Phone  Wallet  
 

 
 
 
 
Magnet  
 
As  seen  in  Exhibit  7  there  is  a  large  amount  of  novelty  included  in  the  magnet.  From  the  iPhone  as  the  
background  to  the  humorous  messages,  this  marketing  piece  has  a  clever  spin.  Millennials  are  
automatically  drawn  to  anything  that  involves  a  phone  or  any  other  device.  Other  intricate  forms  of  
novelty  include  the  service  being  5  bars,  the  time  being  the  address  of  CIPR,  and  the  battery  at  100%  
  25  
representing  the  effort  of  CIPR  workers.  Not  to  mention,  the  cracked  screen  which  encapsulates  the  
entire  theme  of  the  company.    
 
Next,  we  work  with  the  header,  subhead,  and  body.  The  header  can  be  located  at  the  bottom,  which  is  
the  name  of  the  company.  This  works  because  it  is  isolated  in  a  white  space,  providing  the  reader  with  
an  inviting,  easy  to  read  space.  Additionally,  we  have  the  subhead  and  message,  which  are  intertwined.  
The  subhead  works  as  the  address,  which  intrigues  the  reader  to  want  to  learn  more.  Having  the  time  
set  as  the  location  is  a  novel  way  of  keeping  the  viewer’s  attention.  Following  the  body  is  a  “hip”  
conversation,  inviting  the  primary  target  (millennials)  to  become  intrigued.  And  almost  in  a  perfect  
harmony,  the  reader  is  forced  to  finish  the  complete  message,  because  we  as  millennials  rarely  ever  
stopped  reading  a  text  conversation  half  way  through.  
 
The  humor  of  this  piece  is  relatable  to  many  students  on  campus,  and  is  carried  out  throughout  a  large  
majority  of  our  pieces.  The  use  of  humor  helps  draw  the  students  in  to  remembering  the  brand  and  their  
many  services.  The  body  has  an  uncluttered  layout  with  text  bubbles  creating  additional  isolation  
between  each  message.  This  layout  pushes  the  reader  down  the  page,  ultimately  ending  with  a  guided  
tour  to  the  logo.  This  logo  serves  the  purpose  as  the  power  button.  The  red  address  at  the  top  of  Exhibit  
7  brings  the  message  together  with  a  consistent  color  scheme  at  the  top  and  then  bottom.    
 
This  layout  could  be  used  in  conjunction  with  several  other  devices.  We  could  make  an  advertisement  
piece  with  an  iPad  down  the  road.  These  would  become  an  advertisement  line  that  has  the  same  
message  and  theme,  with  different  exciting  layouts.    
 
Exhibit  7  –  Magnet  
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

  26  
  
 
 
Due  to  the  unique  approach  for  this  coupon,  it  was  necessary  to  limit  the  amount  of  words  used  to  keep  
things  simple  and  to  the  point.  To  capture  the  market’s  attention  the  shattered  screen  complimented  
the  header  stating  “broken  phone?”  leading  to  the  curiosity  of  the  readers  wanting  to  peel  the  
tape/sticker  off.  The  subhead/message  can  be  found  after  peeling  the  shatter  screen  revealing  “we  can  
fix  that!”  With  limited  space  on  the  screen  of  an  iPhone,  it  is  necessary  to  provide  the  entire  company  
name  and  positioning  statement  as  the  companies  services  are  found  on  the  actual  name.  Because  of  
the  overall  aesthetic  for  the  piece,  the  same  font  was  used  across  the  entire  ad  to  keep  consistency  and  
prevent  distractions  to  the  eye.  Overall  this  coupon  builds  brand  awareness  with  a  sense  of  novelty  to  
grab  the  reader’s  attention  and  meet  the  objectives.    
 
Peel  Off  Coupon  
 
This  layout  was  to  capture  the  attention  of  our  primary  and  secondary  target  market  through  a  novel  
coupon  advertisement  of  an  iPhone  that  appears  to  have  a  shattered  screen  as  seen  in  Exhibit  8.  The  
shattered  screen  is  designed  to  be  peeled  off  after  reading  the  “broken  phone?”  tab,  enticing  the  reader  
to  peel  the  tape.  Upon  peeling  off  the  shattered  screen,  the  reader  can  see  that  the  screen  is  brand  new  
with  the  text  saying  “we  can  fix  that”,  followed  by  a  $15  off  coupon  to  give  readers  a  reason  to  take  
advantage  of  Central  Illinois  Phone  Repair.    
 
Exhibit  8  –  Peel  Off  Coupon  
 
 

  27  
    

  28  
In–Depth  Interview  Results  
Interviewing  the  target  market  and  substantial  research  was  key  to  develop  a  focused  campaign.    Our  
team  used  in–depth  interviews  as  the  method  to  discover  answers  to  a  few  specific  questions  about  
Central  Illinois  Phone  Repair  (CIPR)  specifically,  and  also  the  cell  phone  repair  industry  in  
Normal/Bloomington  as  a  whole.  We  conducted  19  interviews  from  both  our  primary  and  secondary  
target  market.  The  results  were  meant  to  measure  levels  of  awareness  of  Central  Illinois  Phone  Repair  
and  also  varying  preferences  among  the  target  market.  Please  refer  to  Exhibit  A–1  for  the  full  interview  
script.    
The  in–depth  interviews  revealed  that  CIPR  has  a  very  low  awareness  level,  partially  due  to  the  fact  that  
they  have  been  in  Normal/Bloomington  for  less  than  a  year.  Along  with  the  low  awareness  level,  the  
amount  of  people  that  had  physically  been  in  the  store  was  negligible.  We  also  found  key  
communication  and  monetary  preferences  to  help  drive  foot  traffic  and  sales.    
What  phone  repair  stores  came  as  top  of  mind  awareness  for  the  target  market?  
 
One  out  of  nineteen  responded  as  listing  CIPR  as  one  of  their  top  of  mind  choices  as  to  where  they  
would  get  their  phone  fixed.  Many  other  repair  shops  in  Normal/Bloomington,  IL  included  but  were  not  
limited  to:  Best  Buy  (Geek  Squad),  Tech  Zone,  Local  Phone  Retailer  such  as  ATT&T  or  Verizon,  and  
Normal  Gadgets.    
 
Where  is  the  awareness  level  of  CIPR  in  Normal/Bloomington,  IL?  
 
These  questions  were  geared  to  measure  overall  awareness  of  CIPR.  No  one  listed  CIPR  as  their  favorite  
place  to  get  their  phone  repaired.  When  asked  if  they  had  heard  of  CIPR,  only  one  out  of  nineteen  
responded  that  they  had  heard  of  CIPR.  That  specific  interviewee  could  not  describe  any  characteristics  
about  the  company.    
What  is  the  perception  of  CIPR  in  Normal/Bloomington,  IL?  
The  target  market  that  we  interviewed  did  not  know  about  CIPR.  In  fact,  not  one  person  interviewed  
said  that  they  had  been  in  the  physical  store.  Their  perception  of  the  store  was  a  simple  phone  repair  
shop  only  because  of  the  name.    
How  does  the  target  market  prefer  to  be  contacted  by  phone  repair  service  stores?  
We  concluded  that  the  most  effective  way  for  repair  stores  to  contact  the  target  market  was  through  e–
mail.  Twelve  out  of  nineteen  college  students  and  adults  preferred  to  be  e–mailed  by  the  company  in  
regards  to  offering  their  services.  It  was  clear  that  CIPR  will  need  to  start  an  e–mail  program  as  the  
respondents  were  interested  in  an  e–mail  subscription  service.    
 
 

 
  29  
Exhibit  A-­‐1:  Central  Illinois  Phone  Repair  Survey  

Hi,  my  name  is  ________  and  I’m  a  student  at  Illinois  State  University.  I’m  working  on  a  class  project  that  
is  looking  to  gain  a  better  understanding  of  the  consumer’s  preference.  This  interview  is  just  a  few  short  
questions  and  takes  about  5  minutes.  Any  personal  information  such  as  name  or  other  identifiers  will  
not  be  recorded.  The  results  from  all  interviews  will  be  summarized  as  a  group  not  individual.  We  really  
appreciate  your  time  to  help  us,  do  you  have  a  few  minutes  to  help  us?  
 
Do  you  attend  a  college  in  the  Bloomington–Normal  area?  
___Yes  ___No  
 
Do  you  own  a  cell  phone  or  tablet?  
___Yes  ___No  
 
Have  you  ever  broken  your  phone  or  tablet?  
___Yes  ___No  
 
How  many  times  have  you  broken  your  phone  or  tablet?    
 
Awareness  
Please  list  the  phone  or  tablet  repair  stores  that  come  to  mind:  
 
 
 
 

Please  list  the  stores  of  technology  which  you  most  frequent:  
 
 
 
 
 

List  the  characteristics  that  you  look  for  in  a  store  that  fixes  your  broken  technology.  
Now  please  rank  in  terms  of  importance.  
 
 
 
 
 

Which  technology  repair  store  is  your  favorite  to  visit?  Please  explain  why.  
 

How  much  are  you  willing  to  pay  to  repair  a  broken  phone  or  tablet?  

 
How  often  do  you  purchase  warranties  when  buying  a  new  product?  If  you  answered  no,  why?  

  30  
  
How  often  do  you  actually  use  the  warranty?  
 
Awareness  II  (Client  included)  
Which  of  the  following  have  you  heard  of?  Mark  “X”  next  to  all  that  apply.  
___Normal  Gadgets  
___Central  Illinois  Phone  Repair  
___Best  Buy  (Geek  Squad)  
___ISU  Phone  Repair      
___Tech  Zone    
___Radio  Shack  
___Extreme  Wireless  
___Local  Phone  Retailer  (AT&T/Verizon/TMobile/etc)  
___Innotech  Communications  iPhone  Repair  Experts  
___Apple  Support  
 
For  each  “X”  please  describe  the  characteristics  you  like/dislike  about  them.  
 
 
 
 

At  which  of  the  following  are  you  most  likely  to  get  your  broken  phone  or  tablet  fixed?  First  mark  “Y”  for  
yes  and  “N”  for  no,  followed  by  a  rank  for  preferred  choice  
Yes___  No___  Rank  ____  Normal  Gadgets      
Yes___  No___  Rank  ____  Central  Illinois  Phone  Repair  
Yes___  No___  Rank  ____  Best  Buy  (Geek  Squad)  
Yes___  No___  Rank  ____  ISU  Phone  Repair      
Yes___  No___  Rank  ____  Tech  Zone    
Yes___  No___  Rank  ____  Radio  Shack  
Yes___  No___  Rank  ____  Extreme  Wireless  
Yes___  No___  Rank  ____  Local  Phone  Retailer  (AT&T/Verizon/TMobile/etc)  
Yes___  No___  Rank  ____  Innotech  Communications  iPhone  Repair  Experts  
Yes___  No___  Rank  ____  Apple  Support  
 
If  “no”  was  marked  for  Central  Illinois  Phone  Repair,  please  briefly  explain  why  you  chose  this  as  your  
answer.  
 
Central  Illinois  Phone  Repair  is  a  local  business  that  originated  in  Peoria,  Illinois  four  years  ago.  Located  
on  Main  Street  adjacent  to  Illinois  State  University,  Central  Illinois  Phone  Repair  is  known  for  their  speed  
and  convenience  for  those  looking  for  a  quick  fix  for  their  smartphone,  tablets,  or  ipods.  Customers  can  
take  pleasure  knowing  they  can  have  same  day  replacements  for  a  fraction  of  the  cost  of  buying  a  new  
product.  
 
After  reading  the  above  paragraph,  how  likely  are  you  to  choose  Central  Illinois  Phone  Repair  as  your  
phone  repair  solution?  Why  or  why  not?    
 

  31  
Behavior  II  
How  did  you  learn  about  the  stores  you  previously  have  visited?  
 
What  do  you  think  is  the  most  appropriate  way  for  repair  stores  to  contact  you  for  
services/coupons/etc?        
 
What  is  the  most  effective  way  for  a  repair  store  to  receive  your  business?  
 
What  qualities  do  you  deem  most  important?  Rank  on  a  scale  from  1–6.    
___Price  
___Service                
___Quality  
___Convenience  
___Trustworthy/Honesty  
___Respectful    
 
What  should  Central  Illinois  Phone  Repair  do  to  increase  awareness  and  traffic  to  the  store?  
   

  32  
    

  33  
Copy  Test  Results  
Method  
In  order  to  gain  a  better  understanding  of  our  target  markets,  we  conducted  a  copy  test  on  one  of  our  
layouts.  The  layout  tested  was  a  magnet  for  advertising.  As  a  group,  we  made  two  different  variations  of  
our  magnet  layout.  The  differences  included  a  change  in  wording  for  the  text  bubbles  or  its  content  
(refer  to  Exhibits  B–1  and  B–2  for  the  layouts).  Our  main  purpose  on  the  copy  tests  was  to  determine  
which  language  usage  in  our  layout  would  be  more  appealing  for  our  target  market  and  which  created  
the  best  awareness  for  Central  Illinois  Phone  Repair.    
When  it  came  to  the  copy  tests,  ten  participants  were  shown  Ad  A  first  and  ten  participants  were  shown  
Ad  B  first.  After  they  viewed  the  advertisement  for  about  a  minute,  they  were  asked  questions  that  
tested  brand  recall,  message,  language  use,  and  services  for  CIPR  (refer  to  Exhibit  B–3  for  the  copy  test  
script).  Finally,  the  participants  compared  both  layout  variations  and  explained  how  they  felt  the  change  
in  language  of  Ad  A  and  Ad  B  affected  their  understanding  and  your  reaction  of  the  respective  ads.  
               
Results  
Overall,  we  received  great  feedback  on  both  Ad  A  and  Ad  B.  The  feedback  given  guided  the  decisions  on  
the  changes  needed  in  our  final  layouts.  There  were  a  total  of  ten  participants  that  gave  feedback  for  Ad  
A  and  ten  for  Ad  B.  The  results  were  the  following.  For  the  brand  recall,  6/10  participants  could  recall  
Central  Illinois  Phone  Repair  for  both  Ad  A  and  B.  When  it  came  to  the  main  message  for  Ad  A,  6/10  
correctly  said  phone  repair  and  4/10  said  low  cost.  Ad  B,  8/10  correctly  said  phone  repair  and  2/10  said  
low  cost.  In  terms  of  the  language  or  the  content  in  the  text  bubbles,  6/10  participants  found  the  
language  informal  for  Ad  A  and  7/10  found  it  to  be  easy  to  follow  for  Ad  B.    
We  also  asked  our  participants  for  their  impressions  of  CIPR.  Surprisingly,  4/10  participants  commonly  
said  low  cost  for  Ad  A.  This  was  an  interesting  find  because  none  of  our  objectives  included  low  cost.  We  
believe  that  our  participants  believed  low  cost  because  of  the  discounts  that  were  stated  on  the  layouts.  
We  also  asked  about  the  services  that  CIPR  offered.  9/10  participants  for  Ad  A  and  Ad  B  said  that  CIPR  fix  
phones.  Lastly,  we  wanted  to  know  if  the  layouts  changed  the  perception  of  CIPR  for  our  target  market.  
Ad  A  changed  the  perception  for  5/10  participants,  while  Ad  B  changed  3/10.    
From  these  results  we  decided  on  several  revisions.  The  first  was  to  fix  the  elements  of  Ad  B  regarding  
the  conversation  of  whose  phone  was  broken.  Another  was  to  add  the  location  and  hours  of  CIPR  so  the  
audience  could  find  CIPR  if  they  wanted  to  check  out  the  store.  We  also  wanted  to  gear  an  Ad  towards  
the  general  secondary  market  because  this  layout  was  more  towards  the  primary.  Lastly,  we  wanted  to  
shorten  the  language  for  Ad  B  and  capitalize  the  important  text  so  key  information  is  clear.                  
 
 
 
 
 

  34  
Exhibit  B–1:  Test  Ad  A  

 
 
 
 
 
 
 
 

  35  
Exhibit  B–2:  Test  Ad  B  

 
 
 
 
 
 
 
  36  
Exhibit  B–3:  Copy  Test  Script  
AFTER  PROCESSING  THE  AD,  TAKE  THE  AD  AWAY  
 
1.    Please  write  down  everything  you  can  recall  about  this  ad:    
 
NEXT  PAGE...  
 
2.  Please  list  the  brand/organization  the  ad  was  for:  
 

3.  Please  describe  the  main  message  of  this  ad:  

 

4.  How  did  you  interpret  the  language  of  the  ad?  

 

5.  What  is  your  impression  of  CIPR?  

 

6.  What  do  they  offer  in  terms  of  services?  

 

7.  How  likely  would  you  be  to  visit  and  use  the  services  of  CIPR  after  seeing  this  ad?    
 
RETURN  AD…  
 
8.  Did  this  ad  change  your  perceptions  of  CIPR?    –  if  yes,  how?  
 

9.  What  did  you  like/dislike  about  the  ad?  What  would  you  change?  
 

SHOW  AD  A  AND  AD  B...  

 
10.  Compare  Ad  A  to  Ad  B  –  what  are  your  preferences?  What  are  your  ideas  for  revision?  
 
11.  How  did  the  differing  language  of  Ad  A  and  Ad  B  affect  your  understanding  and  your  reaction  of  the  
respective  ads?  
 
 
 
 

  37