IMC Campaign
Final Report
Daniel Mendoza
Devry University
MKTG 410
Executive Summery
Blackberry smartphone users want to stay connected to their loved ones, friends, family and
colleagues on an ongoing basis. However, there is a challenge in promoting the brand in global markets
where security is a major concern for users in countries like India, Saudi Arabia and United Arab
Emirates.
The economic climate has also impacted significantly on Blackberry phone sales. As demand is elastic,
consumers’ income plays an important part in the outcome on how much is spent on Blackberry phones.
Despite the value the smartphone offers through its features, the recession has determined whether or not
people spend on smartphones. However, consumers are becoming more cognizant of the benefits of
technology thereby increasing the demand for smartphones. A dense population of Canadian consumers
prefers mobile phones which are affordable for them. Therefore, it is increasingly important for
advertisers to develop unique experiential opportunities and demonstrate why various platforms would
appeal to particular users by effectively communicating the brand’s value. Furthermore, social factors
such as lifestyle, education and income have also impacted upon the sales results in various geographical
regions. In North America, Blackberry smartphone sales increased during the holiday season, that is,
particularly between November and December. In addition, more Canadian consumers are technologically
savvy and they want to capitalize on the benefits of the Blackberry 7 Operating System and other unique
features such as Near Field Communications which would enable mobile payments.
The technological factor encourages product development and innovation in a highly competitive
industry. The products are adaptable and must be created to meet the needs of customers through
enhanced features such as global systems for mobile telecommunications systems and developing an
integrated digital enhanced network. The adoption of advanced services such as mobile phone payments
is increasing in North America and today’s consumers are expecting more from their mobile phones. Its
efforts in developing solutions for consumers through business development applications will assist in its
continued success.
Introduction
In the Internet age, technological advancement is crucial in Blackberry’s efforts to enhance its appearance
and interface so that modern day users of mobile phones are adopting the latest technological trends.
Moreover, with enhanced voice and data communications, Canadian consumers are demanding more
personal entertainment capabilities through wireless communication devices, particularly, smartphones.
The wireless communications industry has undertaken initiatives in expansion of next generation ‘4G’
networks whereby consumers would be able to take advantage of high download and upload speeds. In
2012, there were 359 million subscribers of mobile device customers and the numbers continue to
increase. However, the Canadian smartphone market size forecast reveals a gradual decrease over the
period 2012-2016.
Nonetheless, a decrease in smartphone prices will contribute positively to market growth. RIM which
once dominated the market in mobile phones is currently experiencing severe competition from Apple and
Google Android. However, the mobile phone market is expected to grow 7.3% in 2013 by 1 billion
smartphone shipments and RIM ought to capitalize on these opportunities to reestablish its position in the
market and achieve market growth.
IMC Plan
History of Blackberry
The first BlackBerry device, an email pager, was released in 1999.the most recent BlackBerry devices are
the Z30, Z10, Q10, Z3, Q5 and soon the "Passport". The Z10 and Q10 were announced on January 30,
2013, and the Q5 was announced on May 14, 2013. BlackBerry devices can record video, take
photos, play music and also provides functions such as web-browsing, email messaging, instant
messaging, and the multi-platform BlackBerry Messenger service.
Black berry has available service in almost 100 countries globally and has over 550 service operators that
are mobile, As of September 2012, they had 80 million subscribers worldwide to BlackBerry. Caribbean
and Latin America had the highest rates of BB smartphones, with up to about 45 percent in the region
having a BlackBerry device. I remember when BlackBerry was referred to as "Crack Berry" to many in
the U.S, which alluded to its excessive use by its owners. Use of the term "Crack Berry" became so
widespread that in November 2006. Another was the “Blackberry syndrome” and that was because they
were pretty much the first phone to vibrate. So I remember the phantom vibration in my pocket that
wasn’t even my phone.
Competitive Analysis:
Blackberry competes with other major platforms such as the iPhone, Android and Windows Phone and
Nokia. It held a dominant position in the smartphone industry less than four years ago. However, due to
issues concerning security and reliability of Blackberry phones, in 2013, consumers demonstrated plans to
switch to iPhone in early June.
Still there is a key challenge for the company to effectively communicate the value of the product for
consumers due to stiff competition in the industry. The biggest challenge is evident in Canadian
customers’ preferences for mobile devices which have a larger amount of applications.
The Marketing Objectives which the IMC Program will help to achieve are as follows:
Immediately address the challenge or risk losing growth opportunities to competitors
Reposition the Blackberry brand as fun since Apple iPhone and Google Android already
Possess and edge in its applications for users.
Develop a campaign which will emphasize that the Blackberry brand can be re-defined
With the right message at the right time on specific media platforms.
Blackberry’s S.W.O.T Analysis
Strengths
Has developed an established brand for the business professional consumer
Highly secure phones
Strong focus on narrow customer segment
Blackberry brand loyalty amongst niche market of corporate/ business customers
Expanding global consumer base
Has a loyal market share.
Weaknesses
Inability to market the brand
BlackBerry OS
Poor presence in the tablet market
Losing brand loyalty amongst non-corporate customers
Market perceptions of devices being only for “professionals”
R&D limited on innovation capabilities
Opportunities
Z10 is launching with “hub” feature- unique to BlackBerry
Growth of tablet and smart phone markets
Obtaining patents through acquisitions
Increasing Apps market (over 100,000 apps goal)
Expanding marketing of Niche Business-class consumers (small/ large businesses)
Threats
Rapid technological change
Saturated smart phone markets in developed countries
Large carrier refusing to sell Z10 model.
Advertising Campaign For: BlackBerry
In the Internet age, technological advancement is crucial in Blackberry’s efforts to enhance its appearance
and interface so that modern day users of mobile phones are adopting the latest technological trends.
Moreover, with enhanced voice and data communications, Canadian consumers are demanding more
personal entertainment capabilities through wireless communication devices, particularly, smartphones.
The wireless communications industry has undertaken initiatives in expansion of next generation ‘4G’
networks whereby consumers would be able to take advantage of high download and upload speeds. In
2012, there were 359 million subscribers of mobile device customers and the numbers continue to
increase. However, the Canadian smartphone market size forecast reveals a gradual decrease over the
period 2012-2016.
Advertising Plan
Advertising can be somewhat inexpensive if done right. But for a company like blackberry that is big you
can spend a good amount but not so much that it will hurt the budget.
Recently, most of the marketing clout was focused on the debut of the Blackberry Z series phones which
is their new touch screen phones that are more like androids. RIM launched a Blackberry ‘Be Bold’ ad
campaign but it did not make a great impact as was expected. RIM also made an effort to use expressions
or taglines to out-execute its competitors such as ‘I’m about action, not distraction’ and ‘we need tools,
not toys.
By the end of fiscal 2012, the Blackberry subscriber base grew to 77 million users globally and the
company became a leading brand on prepay positions in countries such as the United Kingdom,
Netherlands, Spain, Saudi Arabia, UAE, South Africa, Nigeria, Indonesia and Latin America.
Furthermore, the Blackberry developer platform was enhanced and Blackberry World application
exceeded 2 billion downloads. That is according to the Blackberry Annual Report in 2013
The global BBM consumer base were approximately 55 million active users as of March 3, 2012 with
more than 325 socially connected Blackberry applications which were downloaded close to 60 million
times. RIM also launched BBM Music service for social sharing.
The advertising expenses which included media, agency and promotional expenses totaled $925 million
(March 3, 2012 – $864 million; February 26, 2011 – $1.1 billion) which is included in selling, marketing
and administration expenses.
The Blackberry brand appeals to a larger number of customers between the ages of 21 to 50. However,
market segments are clearly defined by age category and Blackberry offers phones which would appeal to
the markets which include younger persons and also businessmen and women. However, in the analysis
of Blackberry’s market segments, it is clear that the challenge occurs where customers were not using
Blackberry services to activate high-value data plans.
Due to the release of its newest Z series phones and operating systems, the target audience includes users
who are younger or are under the age of thirty-five (35).
The main media objective for this campaign is to reach the largest number of consumers around the U.S
and Canada, for sure being based out in Canada the biggest number of Canadians who are mostly
Blackberry’s Target Market. Create a buzz about the brand and awareness is fundamental for the
campaign too.
Blackberry users are always connected, so that’s why social media platforms are a big part of the
campaign. Twitter, Facebook, Instagram and YouTube will be used and all connected with common
hashtags, so the same content can be shared in different ways. As social media is always on and always
changing, the campaign will be there during the whole 6-months period but with different approaches
during the different phases.
To make a budget there will be a large amount of money that will have to be placed for such a event to put
their new products out there. I use to have a blackberry years ago and liked them very much. But going
with the times and touch screen being the new thing people fell out the blackberry spotlight. Now with the
new Z series that is going to change the whole picture. They have their phones that are just like androids
but with the power of the blackberry operation system.
For television, Canadian TV was considered as the best option because it will be possible to reach almost
all the country and because of audience levels. For TV the “News” programs are the best option, it must
be during the night period and only week days always between 8pm and 10pm.
All the information about the target market is inside the “Background” session of this report. The TV
show will always depend on the specific region but it is possible to keep the same schedule and time for
each part of the country. It will be very expensive, but Blackberry is a well-known company and the
campaign is national, so the entire country should be reached.
For the final part, the event, only local TV in the 10 selected cities will be used. For the newspapers, they
will be selected by region and will be the following ones:
Toronto – Toronto Star
Montreal – Montreal Gazzete
Quebec City – Le Journal de Québec
Ottawa – Ottawa Citizen
Vancouver – Vancouver Sun
Edmonton – Edmonton Sun
Calgary – Calgary Herald
Winnipeg – Winnipeg Sun
Halifax – The Chronicle
These newspapers were selected because of its importance in the area and in the whole Canadian
Scenario. The ads will go twice a week in a quarter of page and printed in color not black and white.
Billboards are a cheap, good and an excellent way to promote the big event that will happen during the
Canada Day. They will be in the greater area of the 10 cities and will be in the period of two weeks before
the event until the event day. Basic information about the event and inviting all the population will be in
the billboard and also the snapshots of the campaign. The number of billboards in each city will depend
on the size of the city and locations available, but a minimum of 10 is required per city and a maximum of
20.
Radio will only be used in the final part of the 6-month campaign to promote the event. So radio stations
that cover the greater area of each city will be necessary. As it is a cheap way to promote the event, the
plan is to have the announcement in the radio repeated many times a day including the rush hours (period
where people are in transit and probably listening radios in their cars) during the two weeks before the
event.. The population will be reached and also the target market (“prosumers”) because according to the
research this kind of people usually drive their own cars. Radio stations selected are:
Toronto – CHUM
Montreal – Virgin Radio
Quebec City – 107.5 Rouge
Ottawa – Majic 100
Vancouver – The Beat 94.5
Edmonton – 104.9 Virgin Radio
Calgary – 101.5 Kool FM Winnipeg – 103.1 Virgin Radio
Halifax – 101.3 the BOUNCE
So for the two weeks period for the radio promotion the first week will be less “heavy”(less repetitions of
the ad) and the second one (the week before the event) will have more repetitions.
First week – 10 times a day (3 times during morning rush period, 3 times lunch and early afternoon and 4
times evening rush time and beginning of night)
Second week – 22 times a day (same schedule for the first week plus more repetitions during other
periods that are not part of the “rush” hours)
For the online Campaign, Social Media will play a huge role and also the official website. Twitter
(average of 15 tweets a day), Facebook (3 to 4 posts a day) and Instagram (2 to 3 photos a day and during
the event period this number will be higher) will be used all the time during the 4 phases, YouTube will be
used to post the videos with Mr. Gosling and the videos of the winners.
The official website will also show the campaign but it will have an important role: all the guidelines and
rules for the contests will be there and also any request or question about the contests will be clarified
there.
Advertising Budget
EVENT – $2,000,000 – The final part of the campaign is the big event in 10 Canadian cities and the
budget for each event is 200,000 and all together it will be 2 million. The budget for each individual event
will include:
$45,000 – Local attractions (bands, performers, artists)
$60,000 – Infrastructure: venue (park) rental, stage, illumination, trucks for the
Blackberry products, tents, sound system, decoration, tables, chairs, and all other things that are necessary
for the infrastructure of the event.
$25,000 – Staff, including security.
$10,000 – Customized “Blackberry” gifts for everybody.
$10,000 – Food: blackberry juice, blackberry ice cream and blackberry cupcakes for everybody that visit
the event.
$15,000 – Print Media: banners and folders.
$20,000 – Fireworks
$15,000 – Insurance and Legal requirements.
Celebrity – Ryan Gosling – $2,000,000, he must be available for:
3 short videos, one for each phase of the campaign (they can all be filmed in one day or two)
1 photo shooting session (pictures will be used for the entire campaign and the session can be done
together with the videos)
Voice record for the radio announcements
Meet & Greet with the winners of the “Ambassador Campaign”
Use of name and image during the 6 months campaign
Television Commercials – CTV (for all Canada) – $ 3,000,000, includes:
30 seconds-ad repeated during the “News” shows from Monday to Friday between 8pm and 10pm
Repeated 2 to 3 times a day
During the entire sixth months campaign
Newspapers – $500,000 for all 10 newspapers, an average of $50,000 for each one, which includes:
2 repetitions a day (week day and Sunday) – pictures of the print ads will be changed every week.
¼ page in colors
Two weeks before the event with 4 repetitions per week and a full page ad.
Transit Advertising/Billboards – $500,000 for all 10 cities, an average of $50,000 for each one, which
includes:
4 weeks for billboards and transit advertising before the event
Transit advertising on popular transit lines and subway/bus stations
Around 6 billboard units per city (it will all depend on availability and price, some cities might have more
units than others)
Radio – $200,000 for all 10 cities, $20,000 for each.
2 weeks before the big event
30 seconds ad with Ryan voice and inventing for the big event
Repetitions during the rush hours
Contests ($ for prizes) – $150,000
Prizes for the first phases of the campaign
Trip for the winners of the Blackberry Ambassadors
Other costs (locations, staff, design, print and all the
structure necessary for the filming and photo shooting
sessions) – $100,000
TOTAL BUDGET = $ 8,450,000 million F
Internet Marketing Plan
Social media is the biggest thing this day in age. Facebook, Twitter, Instagram, Snapchat and so many
more social media site are out there to spread the word on what is going on. Blackberry has used these
tools to launch their new products out there like. The pictures below.
For the last few years blackberry has been hard on developing a plan to better their business, ever since
the android and apple war begun. Their biggest obstacle was to reach the younger crowd and wind there
trust that they will be just as good as the others have been.
Blackberry users are always connected, so that’s why social media platforms are going to be a big part of
the campaign. Twitter, Facebook, Instagram and YouTube will be used and all connected with common
hashtags, so the same content can be shared in different ways. As social media is always on and always
changing, the campaign will be there during the whole 6-months period but with different approaches
during the different phases.
The main objectives of the Internet and direct media part of the IMC campaign for Blackberry are:
Make Consumers proud of the company they have chosen and spread the word about how the
company is important for the economy of the country. Recent data from the Huffington Post
website shows that Canadians like Blackberry less than the rest of the world.
Reach the Canadian population but mainly the Canadians who are part of the target market of the
company. In 2013, according to the Global News, Blackberry defined its target market as the
“enterprise customers and so-called “pro-sumers.” (Oliveira, Global News, 2013) The “prosumer” concept refers to young people (25-40 years) who are professional users of mobile
communication devices and prefer to use these devices to make effective use of innovative
applications software.
A short video with Ryan Gosling (Canadian from London, ON) highlighting many reasons why
Blackberry is proud of being Canadian. A video with inspiring images and a few words will also
make a great impact with the use of Mr. Gosling’s voice and in the end,he will show up in the
screen with a Blackberry smartphone and proclaim, “I am proud to be Canadian!”
The reasons for the company to be proud include: a multicultural country, country with the best reputation
in the world, one of the best education systems in the world, beautiful nature, growing economy, and
many other reasons that can be explored.
Once the video is ready, it will be posted on the official website and in the official YouTube channel.
Furthermore, links will be posted on the Twitter page and Facebook page. Some snapshots of the video
will be posted on Instagram with the hashtags #ILoveCanada #ILoveBlackberry and
#BlackberrylovesCanada (which will be used on Twitter too) and people will also be asked to post
pictures which capture the moments which express the reasons why they love Canada. The winners will
receive Blackberry devices and free services.
The same pictures and snapshots together with the Blackberry logo and the hashtags will run twice a
week (one week day and one weekend day) to the main newspapers in 10 selected Canadian cities:
Toronto, Montreal, Ottawa, Quebec City, Winnipeg, Vancouver, Calgary, Edmonton, Halifax and
Hamilton. These cities were selected because of their population, importance, location and economy.
Direct Marketing Plan
Proportion of media used
per day
Print Media; 8%
Radio; 15%
Others; 2%
Internet; 40%
T V; 35%
91% of the population are Internet users
86% of Internet users are social network users
84% of Internet users are online video viewers
62% of mobile phone users are mobile Internet users
Strategy
Phone Bill • Current users consider upgrading their phones when their carrier contracts are ending
• Let current users to be aware of the launch of BlackBerry Z Series and encourage them to
upgrade
• Introduce the new features of BlackBerry
•
Email –
• Current users have high loyalty and want to know the latest information about BlackBerry
• Let current users to be aware of the launch of BlackBerry Z Series and encourage them to
upgrade
• Introduce the new features of BlackBerry
Magazines –
• 71% of young professionals read print magazines
• Introduce the features of BBZ Series
•
Increase brand awareness
Business magazines
• Female Magazine (ex)
• Elle
• Marie Claire
• Male Magazine (ex)
• GQ
• Sport Illustrated
Newspapers • 66% of young professionals read print newspapers
• Introduce the features of BlackBerry
• Increase brand awareness
• Type of sources:
• USA Today
• Wall Street Journal
• WSJ Sunday
• New York Times
• Los Angeles Times
• LA Times Sunday
• Washington Post News
Radio • Young professionals are listening to over the air radio and internet radio on their way to work
during their long drives
• Let young professionals be aware of the launch of BlackBerry Z Series and associate the
phone with balance between business and pleasure
• National radio sponsorship
• Sponsor NPR News
• Audience: Young professionals
• Timing:
• Morning drive times (6-10a.m.)
• Afternoon drive times (3-7p.m.)
Airport Billboard –
• Free Wi-Fi was one of the most common customer comments they have received
• Objective for free Wi-Fi
• Improve BB brand image & brand attitude
• Reminder of BlackBerry
Sales Promotion
For the objective of the sales promotion plan this is more aimed towards the people they’re
looking to save money by using coupons, discount codes, and other sorts of items I’ll take a certain
percentage of off of items. We are going to want to be sending out more of these coupons try to get more
people in this door whether the actual physical store or through our online website and catalog.
Throughout the year will be having different sales and promotions and some will include Black Friday,
Easter, Christmas, New Year’s, and super bowl sales. The research and analysis of past markets we are
able to understand that with promotions during these times sales dramatically increase. This is similar to
the Internet marketing and direct marketing segment seeing how we will be both e-mailing and physically
sending newsletters to the people that have signed up for the service, we will also be adding this into our
weekly and monthly newsletters that are available for pickup at any local store across the nation. Along
with our normal newsletters that we have organized a special want they’ll give the people their blackberry
loyalty reward customers a special 40% off any item in the store two times a year. By doing this we are
not be able to draw more people in both landline and in the physical store to help increase sales for the
fiscal year outperformed the previous years.
Budget:
For the sales promotion plan that we’re going to create there will be a total of $150,000 allocated
towards this for an annual year. This will give us enough money to print up all of the brochures
newsletters and other equipment to have a successful sales promotion. With brochures and newsletters
costing anywhere from $.50 to two dollars to make we will have more than enough money that is
allocated to the sales and promotion to let us see positive figures in return after the first annual year. All
the models that we will be discounting will mostly be the Tablets, Older BB Phones (Bold, Curve,
