DEVELOP AN AD CAMPAIGN

A
PORTFOLIO
FOR
PRODUCT LAUNCH

BY:

ROSE ANN ENGRESO

OVERVIEW
Blue Sky Outdoor Living Stores is entrenched in modernization from producing bicycle
gears and equipment to developing technologies that make gears and equipment more
comfortable, lightweight and worry free. The brand strives to constantly advance Blue
Sky Outdoor Living Stores world renowned comfort, bringing customers the most
advanced technologies available in bicycle gears and equipment today. The project
consists in developing an advertising marketing campaign of the Blue Sky Outdoor
Living Store that provides comfort and relaxation just by wearing them, because these
characteristics are invaluable and enables them to find one more reason to relax.   

Blue Sky Outdoor Living stores have identified an opportunity to expand its business
into the cycling area, a fast growing sector of the outdoor recreation market. Blue Sky
Outdoor Living Stores they are adding cycling gear, including bicycles and all associated
equipment and apparel into their range of products. Bicycles, equipment and apparel
will be sold at all 16 stores.

Blue Sky Outdoor Living Stores have traditionally used print media–press and
catalogues, TV commercials and radio spots to promote its products. They are aware
through the market research they have completed that a large part of the cycling target
market are social media savvy and use technology as part of their cycling and training
regimes, so they are open to including social media and on-line promotion to form part
of this campaign.

ADVERTISING OBJECTIVE
 Develop a new campaign to increase brand awareness and demand of Blue Sky
Outdoor Living Stores.
 Plan an ad campaign thru product launch
 Get people to consider Blue Sky Outdoor Living stores when looking for bicycle
gears and equipment.

ADVERTISING AND BRANDING GUIDELINES

The company program provides an invaluable avenue to reach the target audience by:

 Sharing stories, not statistics

 Promote the bike culture that we want
 Market a lifestyle, not a product
 Make it look safe, and simple yet stylish
 Be the diversity that you want to see

DELIVERABLES REQUIRED/ADVERTISING MEDIUM

 Product launch
 In-store and Outdoor Advertising (Brochure)
 Tarpaulin 
 Billboard+Bicycle Outdoor Advertising
TARGET AUDIENCE
The cycling gender profile of people who cycle to work is 80% men and 20% are
women.

The cycling gender profile of people who cycle for recreation is 70% men and 30% are
women.

22% of cyclists are between the ages of 15 to 24, 31% are between the ages of 25 to 34,
26% are between the ages of 35 to 44, 15% are 5% between the ages of 55 to 64.2
whose rate of life requires: comfort, functionality and style.

Customers wearing these bicycle gears should need to feel natural, relaxed, authentic,
with a young spirit, free, simple and healthy.

BENEFIT SUPPORT
 Whether it is water, stain, scuff resistant Blue Sky Outdoor Living Stores strives
to provide the benefit that enables one to myth find one more reason to be
comfortable.
 Fine-tune gears that suit their strength, level of fitness, and expected use.
 Environmental aware products.

ADVERTISING TONE
Comfortable, durable, modern and innovative. They’re trustworthy companies with
authentic products. 

MESSAGES
“Hardwearing products at its Finest!”

COMPETITION
Setting aside the discount department stores, University Cycle Works has the following
direct competitors.
 1 local multi-sport store at the local megamall
 1 statewide chain of bicycle shops which started out as Schwinn-only shops,
but has had to take on other brands and products.
 1 used bike store that has made a fine business reputation for itself, dealing
strictly in used bikes.
 3 local, including the oldest shop in town.
 1 local multi-location chain, that has specialized in opening shops in small
local malls in areas of new housing development.
 Several garage mechanics offering service only.
SUPPORT INFORMATION
For further information, suggestions and comments: simply email us at
[email protected]

SELECTION IMAGE

MANDATORY ELEMENTS
Blue Sky Outdoor Living Stores Logo

Real Product Image

Attention drawing text or Taglines

Price and Technology(s)

Value and Benefits, Availability (retailers, online and physical stores)

Company website
THE PRODUCT
LAUNCH
BACKGROUND
The Blue Sky Outdoor Living Stores. The chain has 16 stores in your home state and has
a strong customer base. Blue Sky Outdoor Living Stores’ primary customer base is the
caravanning, camping and hiking enthusiasts. Ten of the stores are located in a major
city or a large regional town and six stores are located in smaller country towns. They
are all located on major roads. Each Blue Sky Outdoor Living Store is located in an area
where there is a major natural tourist attraction, including The Berry Falls, Row Back
Mountain and the Happy Valley M Lake Fishing Resort, The Excalibur Ranges and the
Blue Gum Forest. They are the number one retailer in one stop shopping for their
customers caravanning, camping and hiking needs. Blue Sky Outdoor Living are
renowned for excellent customer service, after sales service, competitive pricing and
that old world feeling of a local store.

BRAND STATEMENT
The Blue Sky Outdoor Living Stores is a brand that manufactures bicycles. The
most trusted brand among consumers. They make a wide range of helmet,
hydration system, protective glasses, multi-tools, riding gloves, riding shorts etc.

With their designated chains, Blue Sky Outdoor Living Stores is trying to
reposition themselves as a manufacturer of high quality bicycle gears and
equipment to rival those companies like Ningbo Yangyang Earnest Marketing Co.,
Spur Gear Manufacturer, and TC Enterprises.

TARGET AUDIENCE
Cycling enthusiast, male and female from ages 20 to 55 where the audience
should belong to Class A, Class B and portion of Class C whose rate of life
requires: comfort, functionality and style.

Customers wearing these bicycle gears should need to feel natural, relaxed,
authentic, with a young spirit, free, simple and healthy.

PROJECT OBJECTIVES
• Raise awareness of the brand, company, product, or service within a clearly
identified target market

• To generate interest

• To generate sales inquiries

• To promote new or improved version

• To inform/support another promotion such as sales promotion

 • Communicate the benefits of your product or service

• Persuade prospective customers to switch brands

• Inform customers where to obtain the product

PROPOSED BUDGET
• Budget 10% of Annual Gross Sales, Projected Sales

• Marketing includes media purchases, design, associated payroll or agency fees,

printing of marketing materials

• $200,000

INTRODUCTION
Cycling is now a social activity. Your customers are getting product
recommendations from their friends, going out for rides together, and building a
whole social life around races, expos, and events.

Import figures across Australia have shown the growth in adults cycling and bike
sales. Imports for adult bikes have increased by 21% since 2009-10

• 2012-13 imports equaled 1.4m units, eclipsing the previous FY total of

1.2m in 2010/11

• More than 4million Australians regularly ride a bike

• 30% of all car trips are 5km or less, a distance that can be easily cycled

• The net health benefit of every kilometer walked is 144 cents, and of
every kilometer cycled is 75 cents

Blue Sky Outdoor Living wants to communicate that it is now selling cycling gear
and equipment in all its 16 stores. Introducing the latest gears and equipment
will help boost the companies’ profit.
TIMELINE
Date                                             Activities
Meeting with the organizer
Managing and creating of committee and subcommittee
Location visit and reservation
Committee orientation
Finalization of event with the event committee and organizer
Finalization of suppliers and contract signing
Food tasting for the catering
Final presentation of the committee and organizer for the
event
Photo shoot of the products to be launched
Preparation of flyer lay-out, souvenirs and tarpaulin 
Program preparation
Final meeting with the organizers
Preparation of the legal permits
Finalization of stage design
Technical and stage rehearsal
Scheduled event
Evaluation

PROGRAMME
Time Program flow

5:00-6:00 Registration / attendance

6:00-6:15 Assembly 

6:15-6:20 Invocation Prayer

6:20-6:25 Opening Remarks

6:25-7:10 Launching of Ad (Bicycle Gears and equipment)

7:10-7:20 Little chit chat / comments with the audiences

7:20-7:30 Guest Performance

7:30-8:15 Presenting the different Cycling Equipment

8:15-8:25 Little chit chat / comments with the audiences

8:25-8:55 Photo op / Brochure distribution

8:55-9:10 Freebies/Souvenir distribution and closing speech

9:10 onwards Late Dinner for the company employees and Staffs

ESTIMATED COSTING
Item Total Amount
Venue – $35,000
Light sounds and LED 4pcs AX12C columns x $25,000
2000
2pcs SW2100A 21” Subs
x 2000
3 units Aero beam380 x
1000
P3 Led Wall and 2set
stage 
Photo and video With Photo Wall and $20,000
coverage Photo Shoot of the
products to be launched
Tarpaulin 8ft x 5ft x 10pcs $2,100
Flyers 1000pcs standard size x $5,500
$2  each

Souvenirs  200pcs of printed $6,000

tumblers x $3 each

Catering Services 80pax x $10 per head $10,000

Stage Design $5,000
Cocktails $450
Emcee 2pax x $100 $20,000
Professional fee Staff $12,000
(organizer) Floor Director
Stage Director
GRAND TOTAL $165, 050

VENUE SET UP
LEGEND

Gear/equipment Registration Control area

Speakers Fire exit Model Bikes

Catering Cocktail tables Entrance

Lights Stage VIP area

Trash bin

CRISIS MANAGEMENT
 • To provide a preparation plan for possible disruption scenarios, each team will
be given with a leader who is capable of handling incidents that may occur.
Possible Interruption / disruption scenario:

• Electrical Sabotage

• Natural calamity such as earthquake

• Event intruders

OTHER MEDIA PLANS

• IN-STORE AND OUTDOOR ADVERTISING (BROCHURE)

• TARPAULIN

• BILLBOARD+BICYCLE OUTDOOR ADVERTISING

ADVERTISEMENT MESSAGE

HARDWEARING PRODUCTS AT ITS FINEST

ADVERTISEMENT EFFECTIVENESS
For any new product to succeed in the market, it must be preceded by a powerful
product launch. As a matter of fact, most successful business people will tell you
that, of the entire product development process, product launching is the one
that can make or break the whole process. That explains why such business
gurus dedicate a whole team of marketing professionals to the launch, ensure
that the team is sufficiently funded, and appropriately plan for every little detail.