iMmersing iNnovations

Advertsing Campaign Presented By:

Ali Geary, Alex Erlandson, Drew Fernandez, Briana Reyes, Paige Meyers, & Raquel
Ugalde

Executive Summary
The iMmersing iNnovation campaign is dedicated to bring awareness to the
partnership between The Lustgarten Foundation and Apple in order to raise awareness
of pancreatic cancer and showcase the Apple Watch. This campaign will launch in
Chicago and target selected audiences for the iMmersing iNnovation event. The
attendees of the event will include exclusive stakeholders, staff, and third party vendors
such as Uber, Ebay, and, Google executives.
Apple has remained successful for 39 years due to its unique approach of bringing
together unique ideas and crafting them into innovative, stylish technological ways that
are marketable in the retail industry.
Apple is faced with a new challenge of making this partnership successful and believes
that by hosting an event, installing a media plan, and creating a print ad both The
LustGarten Foundation partnership and the Apple Watch will succeed in awareness.
The following is a campaign plan to help bring awareness to the partnership and the
Apple Watch. The plan is build with a foundation of successful tactics which will reach
the desired objectives for Apple. A few objectives for the business, as well as their
creative message, and tactics, will be mentioned in the plan. The objectives include:
To create awareness of the partnership between Apple and The Lustgarten Foundation.
Increase corporate social responsibility for the Apple Watch by 25% by January 15,
2017.
In conclusion, the iMmersing iNnovation campaign will set the tone for long term
success between the partnership with the Lustgarten foundation and Apple. This
campaign is determined to open a new door to the future and celebrate the Lustgarten
Foundation in honor of past Apple CEO, Steve Jobs, and the inspiration of innovation
that still lives today.

Situation Analysis
Apple recently decided to partner with The Lustgarten Foundation to raise
awareness of pancreatic cancer while secondary promoting the Apple Watch. Apple

plans to strategically announce this partnership in November of 2016. Past CEO, Steve
Jobs, passed away from pancreatic cancer and Apple wants to shed the importance of
awareness as well as give back for research to help others. Apple has been lacking in
philanthropic work recently and decided to refocus on the value of charity. The
Lustgarten Foundation increases funding and supports research related to the
diagnosis, treatment, cure and prevention of pancreatic cancer. (Celgene, 2015) Apple
has placed themselves in an ideal situation while secondary promoting the Apple Watch
during their partnership with The Lustgarten Foundation to benefit both parties involved
regarding awareness.
Apple constantly strives to position themselves as the best and most innovative
technology company in the world. Their brand personality encompasses lifestyle
focusing on imagination, liberty regained, innovation, passion, hopes, dreams,
aspirations, and power-to-the-people through technology. With the world constantly
innovating Apple needs to stand out from the rest. The main competitors include
Samsung, Google, and Microsoft. iMmersing iNnovation is a campaign that will stick out
from the competition and achieve the goal of awareness.
Apple has crafted something that is fashionable, functional, and aligns to their
core values which immerses innovation. The Apple Watch is now offered in an array of
color and materials with six different types of watch straps that are interchangeable. The
first ad for the Apple Watch came out on March 9, 2015 and was available for purchase
to the public on April 24, 2015. The price for this innovative device begins at $349 and
can go as high as $17,000. (Bold, 2015) According to CEO Tim Cook, Apples objective
with the watch is to change the way you live your life (Geddes, 2015). With three

collections; Watch Sport, Watch, and Watch Edition, Apple is hoping to appeal to a wide
range of audiences.
The Apple Watch currently has commercials as well as 15 second ads to play
before a YouTube video. Their target audience for the watch is tech savvy, early
adopters, who have a little extra money to splurge. (eMarketer, 2015) These ads go
back to Apples classic advertising approach of colorful, music driven promotions. To
ensure the Apple Watch had an original design the creators consulted watch historians
and studied clock and watches throughout time.
Apple will go the extra mile to ensure top notch products. There are immense
features the watch holds. It can display notifications, receive and make phone calls,
text, make payments, play music, track activity, Uber calling, eBay bidding, Siri, etc.
(Nudd, 2015)
Apple truly stands out with their most recent device: Apple Watch. It captures the
idea that Apple immerses innovation and also will give the brand a social meaning by
partnering with The Lustgarten Foundation. Apple will be the one to watch as the
iMmersing iNnovation event takes place next November, as well as print ads that will be
produced until Christmas day 2017 announcing this exciting partnership.

References
Apple. (2015, Novemeber 4). The watch reimagined. Retrieved from
http://www.apple.com/watch/watch-reimagined/
Bold, B. (2015). Apple watch ad lets the product do the talking. CampaignUS.
Retrieved from
http://www.campaignlive.com/article/apple-watch-ad-lets-product-talking/133757.
CNN. (2015, November 4). Apple Inc. Retrieved from
http://money.cnn.com/quote/profile/profile.html?symb=AAPL
CNN. (2015, September 9). Apple fast facts. Retrieved from
http://www.cnn.com/2014/07/01/business/apple-fast-facts/
Nudd, T. (2015). Ad of the day: Chlo Sevigny, RZA and Uber pop up in the latest
apple watch spots seven ads dive deeper into the dreamland of real-world.
Ad Week. Retrieved from
http://www.adweek.com/news/advertising-branding/ad-day-chlo-sevigny-rza-anduber-pop-latest-apple-watch-spots-167731
eMarketer. (2015, March 17). Are Affluents a Prime Apple Watch Target? Retrieved
from http://www.emarketer.com/Article/Affluents-Prime-Apple-WatchTarget/1012215
Geddes, J. (2015). Tim Cook On How Apple Watch Is Apple's Next iPod: User

Experience and Features Will Ensure Success. Tech Time. Retrieved from
http://www.techtimes.com/articles/32347/20150212/tim-cook-on-how-the-applewatch-is-apples-next-ipod-ease-of-use-will-ensure-success.htm

CREATIVE MESSAGE STRATEGY:

Link key attributes to the brand name:

Apple is known for their lowercase i to be in their product names
Steve Jobs, founder of Apple, was diagnosed with Pancreatic Cancer
Lustgarten Cancer affiliate works with Pancreatic cancer funds
Promoting Apple Watches and producing limited edition Apple Watches for this
campaign as a secondary element

Persuade the consumer:

Focus on the perks that set Apple Watch apart from other Apple products
Promote the differences between the regular Apple Watches and the limited edition
ones that are focused over this campaign
Promote the pancreatic cancer charity, Lustgarten, to the consumers so they know that
their contributions are toward a good cause.

Give the brand the desired social meaning:

o Giving back through donations to the Lustgarten foundation to support
pancreatic cancer
o Shows that Apple cares a lot about giving back to the community rather
than just earning a profit
o Having a limited edition version of the Apple Watch is very elite.
Promote the status of it.
o Through media relations, external media sources, such as E! and
Mashable will be covering this event through sponsored posts via social
media to target tech savvy early adopters.

Objectives

Objective 1: To create awareness of the partnership between Apple and The Lustgarten
Foundation.
Tactic 1: Host iMmersing iNnovation event
Tactic 2: Media Plan
Objective 2: Increase corporate social responsibility for the Apple Watch by 25% by
January 15, 2017.
Tactic 1: Print Ad

Event Plan
iMmersing iNnovation
Section 1
Organization Description: Apple was founded by Steve Jobs, Steve Wozniak, and
Ronald Wayne is 1976. The net income as of 2014 is $39.5 billion dollars and employs
more than 115,000 people full time. Apple constantly strives to be the best and more
innovation technology company. Their brand personality is about lifestyle; imagination;
liberty regained; innovation; passion; hopes; dreams; aspirations; and power-to-thepeople through technology. Apple is the largest publically traded company in the US by
market capitalization. The first ad for the Apple Watch came out on March 9, 2015 and
was available for purchase on April 24, 2015.
Event Description: Saturday, November 5, 2016
What is it? An elegant evening to bring awareness to pancreatic cancer through the
Lustgarten Foundation by promoting the Apple Watch to celebrate the innovation of
Apple.
What will happen? Prestigious guests such as people who share an interest in Apples
products, The Lustgarten Foundation, and media website editors including but not
limited to TechCrunch, The Next Web, Wired, and Mashable. Guests in attendance will
have the honor to wear an Apple Watch of their choice for the entirety of the evening to
aid in promotion.To begin the event there will be passed hor devours and cocktails.
Later on there will be a highlight showing of the screening of Steve Jobs:The Man in
the Machine during the banquet style dinner. Upon guests confirming their RSVP that
will include registration fees, event cost, and raffle ticket $250 for the Apple Watch
auction. Within that cost 35% of fees per guest will go towards The Lustgarten
Foundation which explores pancreatic cancer research, guests will also be encouraged
to further donate as they wish. The past co-founder, Steve Jobs, passed away from this
cancer. There will also be various Apple Watches off for raffle. There will be one
$17,000 limited edition watch, one Apple Sport watch, and one Apple Watch Edition,
and one Apple Watch. They will also be available for purchase exclusively this evening,
until they becomes public in January.
Goals/Purpose:
Overall purpose: To secondary promote the Apple Watch, while gaining awareness of
The Lustgarten Foundation and pancreatic cancer, celebrate Steve Jobs life and his
inspirations of innovation that still lives today.
Measurable Goals: Raise at least $500,000 for The Lustgarten Foundation, raise sales
in the Apple Watch by 25% by January 15, 2017 as secondary goal.

Audience:
Apple invites exclusive stakeholders, staff, third party vendors such as Uber, Ebay,
Google executives, etc. Companies will submit a guest list to Apple in advance.

Return on Investment:
The main goal for our ROI is to have a profit for the event that will exceed the amount
spent to put on the event. The Lustgarten Foundation aims to advance the scientific and
medical research related to the diagnosis, treatment, and cure of pancreatic cancer. Our
overall goal and return on investment is to increase awareness of pancreatic cancer
through The Lustgarten Foundation. This will be attainable with the partnership of Apple
and The Lustgarten Foundation.

Section 2
Group Roles & Responsibilities:
Operational manager: Claire Huffner
Team Manager: Brad OGrady
Marketing Team Manager: Sarah Bell
Public Relations: Harvey York
Financial Team Manager: Mark Hodges
Legal Team Manager: Erica Kingston
Timeline:
*TimeFrame*
11/16/15
Approximately 1
year our

*To Do List/Tasks*
Hold committee/staff
meeting
Define goals and
objectives, financial
goals.
Review Roles and
Responsibilities
Brainstorm event
themes and venues

3/7/16

Define strategies

*Done*

*Notes*

Approximately
8 Months out
Mock up promotional
plans
Finalize venue for event
Create budget, and
define the audience
targeted
Contact/Partner with
Lost Garden cancer
reps
8/5/16
Approximately
3 Months out

Send out invites to the

guests
Start promotional tactics
Implement social media
Start airing radio ad
Sign Contracts and legal
agreements with venue
(The W).
Discuss onsight catering
options for event with
The W.
Plan event schedule
Sign contracts with live
band performing after
event
Contact audio

equipment services and

order needed equipment
Meet with pancreatic
cancer reps (Lost
Garden)
9/24/16
Approximately
6 Weeks Out

Finalize guest list with a

headcount of attendees
Request number of
special edition watches
that correlate with the
number of guests
attending
Keep promoting special
edition watches and
event publicity
Hold staff meeting for
review of the event
Review roles and
responsibilities for day
of event
Finalize event details
and info with pancreatic
cancer representatives

10/19/16
Approximately 2
weeks out

Follow up reminders for

all attendees
Personal follow up with
performing band
Check in with hotel for
any last minute details
Submit final food order
for catering at the hotel

Line up security guards

for the event
11/5/16
Day of the event

Organize event
volunteers and distribute
setup responsibilities
Pick up performing band
and speakers and
accommodate
Pick up and set up all
audio equipment
needed
Set up check in tables
For guest
Pick up all limited
edition watches to
distribute to attendees
Discuss tasks with
security guards
Set up projector for
screening of the Steve
Jobs documentary
Enjoy the Event!

After the event

Tear down and return

any equipment rented
Review the event
Thank all event staff
members
Send thank yous to all
participants
Staff meeting to debrief
the success of the event

Expenses:
The fixed expenses will include insurance for the Apple Watches, marketing and
promotion, venue, catering, staff, and security.
Income:
Our goal is not to make money at this event, but instead to make profit off of donations
that guest will have the opportunity to give too. These donations will go towards
supporting the pancreatic cancer through the Lustgarten Foundation in memory of
Steve Jobs.
Payment Methods:
Guests will be responsible for paying for the $250 which includes the registration fees,
event cost, and raffle ticket for the Apple Watch auction. Within that cost, 35% of each
payment is going towards the Lustgarten Foundation and guests will also be
encouraged to provide donations with cash or credit/debit. This event will be
sponsored by Apple to support the Lustgarten Foundation and they will be receiving the
donation profits from iMmersing iNnovation.
Environmental Planning:
There will be recycle bins available for any recyclable materials throughout the eventing.
Shuttle busses will be available throughout the City of Chicago to drive guests home
after the night is over to ensure safety and will be free of charge.
Section 3
Dates & Times:
This event will take place on November 5, 2016 from 7:00pm until 11:00pm. This event
date is to honor pancreatic cancer month in the month of November. It takes place on a
Saturday to allow guests to have the weekend to travel to Chicago for the event as well
as avoiding work interferences.
Location:
The iMmersing iNnovation event will be taking place in The W Hotel in Chicago. The
address is 172 W Adams, Chicago, IL. Guests are welcome to rent out a hotel room for
the night to stay in after the event has ended to avoid transportation. The reason being
that the building is spacious, memorable, and provides an upbeat atmosphere.

Section 4
Agenda:
Agenda: Friday November 4:

5 p.m. - Sound Check

5 p.m. - Table, Chair, Security and Structural Set-Up
7 p.m. - Movie showing run through
9 p.m. - Rehearsal and Soundcheck concludes
Participant Agenda: Saturday November 5:
7 p.m. - Check-in begins
8 p.m. - Dinner Lines are opened
8:15 p.m. - Guest Speaker Dr. Robert F. Vizza, President of The Lustgarten Foundation
8:30 p.m. - Moving Showing Highlight Clips for Steve Jobs begins
9 p.m. -Moving Showing concludes and dessert is put out
9:05 p.m.-Apple Watch raffle begins
9:10 p.m.- Winners and announced
9.15 p.m. - Live Music Band plays for remaining time of event
10:45 p.m. - Clean up begins as audience and participants exit
11 p.m. - Shut down

Atmosphere:
The W Hotel in Downtown Chicago provides an outgoing and innovative atmosphere
when promoting the Apple Watch. The focus of the event will be the promotion of the
Apple Watch and allow guests to wear the product during the time of the event. The
highlights of the Steve Jobs film will be shown during this event in remembrance of the
CEO of Apple. A live music band will follow the fim to conclude the night.
Technology:
Technology that will be used at this event is the remote equipment purchased or rented
for the event. This includes: Lights and audiovisual equipment, Speakers, Cords/wires,
Microphones, Amplifiers and Lighting devices . It also requires a large screen and
projector to air the highlights from the Steve Jobs film.

Food:
Food will be catered through the hotel, and will be serving guests an entree of salad and
bread. For the main course, they will have an option of lemon chicken and vodka sauce
pasta, or steak with mashed potatoes. There will also be a food line that will remain
open throughout the entire events with appetizers for the guests to eat as they please.
Dessert will be given to guests after the film has conducted and they will have their
choice of chocolate cake or strawberry cheesecake.
Drinks:

There will be alcoholic beverages at the bar in the ballroom for guests that are 21 years
of age and older. There will also be refreshments at every table of water, lemonade,
and soda. Guests will have the option to order any other drink they prefer at the
ballroom bar.
Security:
Security for this event will include hired professionals wearing black suits as well as ear
pieces to communicate any issues. They will be responsible for ensuring that the
guests attending are members of the companies invited to this event as well as the
remaining stakeholders, staff, etc. They are also in charge of making sure the Apple
Watches are secure throughout the event since this product is so valuable. At the end of
the evening they will assist in guests returning the borrowed watches.
Section 5
Marketing & Promotion:
We plan to send out invitations to all the invited guests so they can RSVP. The
invitation will entail a brief description of the night while focusing on the announcement
of the new partnership between Apple and The Lustgarten Foundation. The Apple
Watch will also be a secondary focus of the evening for guests to interact with and act
as a promotional tool. During the evening event costs will cover each guest to be
included in the Apple Watch raffle drawing. Apple Watches that will be raffled is one
$17,000 Limited Edition watch, one Apple sport watch, one Apple Watch edition, and
one Apple Watch.

Section 6
Planning for Problems:
Medical Emergency: We will have medical personnel and volunteers on hand in case of
emergency.
Weather-Related Emergency: We will follow the Weather-Related Emergency
guidelines, as they are posted in the ballroom of the building. Depending on the
severity of the weather, we will exit the building and move to the lower basement level
for safety.
Technical Problems: We will hold a run through for the lights, live band, and film
showing the night before the event to prevent technical problems during the event. We
will also have staff on hand that are familiar with the technology to prevent these
problems during the event.
Catering Problems: We have set the food up to be catered through the hotel so that
there will be no issues of food not arriving or arriving later. The W Hotel was aware of
the food orders far in advance to ensure they have all the necessary materials to fulfill
the guests requests.

Lack of People in Attendance: We will use our marketing capabilities and Public
Relations to the best of our advantage. Guests will RSVP months before the event to
give us a good estimate of how many guests we will be expecting.
Debriefing:
Success: We would measure our success by the amount raised to donate to the
Lustgarten Foundation in remembrance of Steve Jobs. The final measure of success
will be the awareness and increase in sales on Apple Watches as a secondary result of
our iMmersing iNnovation event.
Challenges: We would keep track of the sales on Apple Watches following this event
and if sales were not as high as we had aimed for, the challenge would be to find
another creative way to promote this product.
Apple Watch IMmersing iNnovation Campaign Sponsored Content Social Media
Plan

Purpose & Mission

Apple Inc. and the Lustgarten Foundation plans to host an event on Nov. 6, 2016 called
iMmersing iNnovation; the event will highlight the collaboration between Apple Inc. and
the Lustgarten Foundation. In order to promote awareness of their collaboration, Apple
Inc. created a social media plan to promote the event, cover the guests and
organizations experiences during the event and post-event. With social media
coverage, Apple Inc. will bridge the gap between their organization and their intended
audiences.
Social Media
In order to reach our external publics properly, social media outreach creates a
connection. Internet-based social media is the element where companies can speak
directly to customers in a non-traditional atmosphere. (Mangold, 2009). It bridges the
gap between consumers and engagement with our products, allowing a type of dialogue
between our organization and our publics (Carr & Hayes, 2015).
Objectives
Objective 1: Create awareness of Lustgartens Foundation and Apple Inc.s
collaboration.
Objective 2: Coverage on Apple Inc. and Lustgarten Foundations event, iMmersing
iNnovation.
Objective 3: Promote awareness of Apple Inc. and Lustgarten Foundations partnership.

Objective 4: Gain impressions on all social media including Facebook, Twitter,

Instagram.
Audiences
Audience 1: Media websites including but not limited to TechCrunch, The Next Web,
Wired, and Mashable.
Audience 2: Gadget lovers interested in Apple Inc.s products
Audience 3: People who share interest in the Lustgarten Foundation
Platforms
Facebook Utilize Facebook to generate posts about the partnership between Apple
Inc. and the Lustgarten Foundation.
Twitter Create iMmersing iNnovation Twitter account. Use Twitter account to generate
tweets to promote event, live tweet during the event, and after the event. During the
event, the social media manager will use the hashtag #iMiN to generate awareness
from followers. After the event, we reach out to different media websites to create
sponsored content for the awareness of the partnership between Apple Inc. and the
Lustgarten Foundation.
Instagram Create iMmersing iNnovation account. Create sponsored posts featuring
celebrities wearing the Apple Watch with the Lustgarten foundation logo in the
background, with captions like join Apple and Lustgarten foundation in the fight against
pancreatic cancer. When event happens, utilize hashtag #iMiN and use caption #iMiN
against the fight of pancreatic cancer with pictures of notable guests and celebrities.
Voice and Content
The voice of Apple should incorporate the entire organization, as well as their social
media team. Apple is an innovative, inspirational company looking for intriguing ways to
engage consumers. The social media content will reflect the anticipation of the event,
celebrating the partnership and collaboration between Apple Inc. and the Lustgarten
Foundation. After the event, the social media content will be sponsored posts from
agreed various media outlets (Mashable, E! News, Wired, etc.) explaining guests
experiences at the event.

Plan
Channel

Action Details

Frequency

Notes

Facebook

Promote

Weekly

Impressions,

Twitter

iMmersing
iNnovation event
weekly before the
event.

comments and
shares will be
monitored using
Facebook
analytics.

Promotion for
3x a week preiMmersing
event.
iNnovation event.

Monitor
impressions and
encourage
retweets.

Live tweet during

the event using
hashtag #iMiN
highlighting
guests,
speeches, and
features at event.
After event,
social media
content will be
sponsored
generating
awareness of
partnership of
Lustgarten
Foundation and
Apple Inc.
Instagram

5x each hour of
event.

Once after event.

Before event,
sponsored posts
featuring Apple
Watch and
Lustgarten
Foundation.

3x a week preevent.

Posts using the

#iMiN hashtag

Live posts with

hashtags.

featuring guests
and wearing the
Apple watch.

Carr, C. T., & Hayes, R. A. (2015). Social Media: Defining, Developing, and Divining.
Atlantic Journal of Communication, 23(1), 46-65.
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the
promotion mix. Business horizons, 52(4), 357-365.