Biotechnology Institute Marketing Campaign 2016

Presented by: Advertising Consultants

Alicia Gwizdala
Hazim Albishri
Nasser Alotaibi
Ayman Asiri

Table of Contents

1. Background-Meet the Staff

2. Executive summary
3. Program Awareness
3. Audience Awareness
4. Social Media Strategy
5. Facebook
6. Twitter
7. Snapchat
8. You Tube
9. Radio/Tv
10. Pandora
11. Billboards
12. Budget Summary

Meet the Staff

Alicia Gwizdala- Graduated from Saginaw Valley State University in 2009 with a Bachelors in
Arts majoring in Communications. She currently is in the Communications Media
Administration program at Saginaw Valley State University, scheduled to graduate in the Spring
of 2017. Alicia has been working in the radio media world for the past 8 years working at
Cumulus Media. She is a Senior Account Executive. She has a lot of experience in promotions
and marketing for local businesses. She also volunteers and is an ambassador for the Bay Area
Chamber board. Alicia is always out in the communiting networking and has great relationships
in the community.

Nasser Alotaibi, Graduated from Umm Al-Qura University, Makkah, Saudi Arabia in 2013 with
a Bachelors degree of media - Mass Communication-Public Relations. He worked as volunteer
in many different places which are working as volunteer in public relations department at King
Abdullah Medical City for two months. he participated at YWCA Family Center in Columbus
Ohio 2015. Nasser has been developed his skills and takes training courses which are English as
a Second Language abroad at June July, 2011. He also got a certification of "Public relations"
course at Canada Global Centre for two months. Also he got a certification of effective
communication and human relations skills, Nasser got a certification for development of human
resources specialist skills and Personal analysis using a model Herman at Technical and
Vocational Training Corporation. At the end he starts studying his master degree in the
communications & media administrations at Saginaw Valley State University in this Fall 2016
and he schedule to graduate in the spring of 2018.

Hazim Albishri from Saudi Arabia. He graduated his Bachelors degree in Mass
Communication-Public Relations, Faculty of Social Science Umm AL-Qura University,
2013. He is studying his master degree in the Communication and Media Administration
program at Saginaw Valley State University, scheduled to graduate in the Fall of 2017.
He Awarded (BLS) basic life support provider's certificate. He finished the Mind mapping
course in 2008. Hazim worked in marketing for two years with Ramez Company. Also, he
worked as a public relation man for two years with Alshaye H&M Company. He Participated in
Organizing Book club, 2010 and Participated in world diabetes day at King Khaled National
Guard hospital, 2011. He also volunteered with the Communications Coordinator in Ministry of
Health for three months.

Ayman Asiri Graduated from King Abdulaziz University in 2012 with a bachelor in Public
Relations and mass communication. Now, he is studying in the Communicates Media
Administration program at Saginaw Valley State University. He worked in public relations
department for 3 years at King Abdulaziz University. He had training in the art of journalism
auditing training course by the Saudi literary club in 2013. In addition, he volunteered in helping
the people who got effected by Jeddah torrent disaster in 2010 & 2011.

Executive Summary

In this proposal, you will see various forms of advertising that we will look into using
during your overall campaign. Our goal is to use as many of these as possible with maintaining
our reach and frequency and making sure, we are not spreading ourselves to thin with the
advertising. Our goal for 2016 is to make sure we will grow your company with registrations for
the Biotechnology program, BioGENEius. We will raise awareness of this and help the
knowledge of life sciences from the general public to the biotechnology community. In general,
we will also be targeting the parents who will help register and tell their children or teens about
this BioGENEius program and target the high school students as well. With this program below
we will make sure to use your budgeted allowance accordingly and make sure we get the most
out of everything. We are going to up the enrollment and double the registrations this year. We
want to make sure students are aware of the program and aware of the great rewards that come
with the competition; scholarships, job offers and more!

Program Awareness

The program that we want to focus on is the BioGeneius Challenges. This provides high
school students opportunities to compete and be recognized for their amazing research in the
biotechnology world. Students can compete for the Medial Biotechnology, Agricultural
Biotechnology and Industrial/Environment Biotechnology.

Audience Awareness

The audience that we are trying to reach for the Biotechnology Institute program will be
high school students audience of P15-18 year olds along with the parents audience of P30-54.

We are choosing these age demographics because this program targets high school
students that are really good at Biotechnology. This demo target will be the best target because
we are hitting the student itself. Our goal is to get students to apply. By being out there in front
of this demographic, we can do just that.

We are also targeting P30-54 because this is the parents and teachers demo. We thought
that the students have a lot of influence by their parents and teachers in the school. If a mom or
dad heard or saw a program like the BioGeneuis and their child was amazing and had great
research that should be recognized in this field, then they can raise awareness for them at that
time. We believe that the parents and teachers need to be targeted as well because of this.

Social Media Strategy

To get our mission completely successful which will engage, excite, and educate the
future for our institute, we think that it will be much better to focus on the high school student
along with the parent and teacher. Therefore, we will give them a promising future to get their
attention. Also, we will show during this advertising campaign how to create new exciting ways
to promote the competition and new ways to recognize with winners by giving scholarships.
The high school students are using the social media profusely. So we will use the social
media to amaze and show them what we have in our institute. We will use the most popular apps
in the social media such as, Facebook, Twitter, Snapchat and YouTube.

The parents and teachers we will spread the word more with Facebook for social media
and Pandora along with Radio and TV and some posters.
With this program opening up to a wide audience, we believe that we will engage in a
bunch of different forms of media including but not limiting; online advertising, cell phone and
mobile advertising, print media, outdoor media, in addition forms of radio and tv.

Facebook
Facebook is the most popular app in the whole social media not only for high school student but
also for teachers and everyone and that will help us more. We can use the Facebook in different
ways. One creates a page on Facebook and writing about our goals and the history of our
institute. The second thing we can post some pictures for our crew because the more pictures you

show the more attention you will get. Also we will add some videos that will be taking about the
features in our institute and our goals. Using the Facebook will be more important than the others
app since the Facebook got most of the common things among the social media.

Twitter
Twitter considered the second popular app in the social media. Twitter is similar to Facebook for
the post but it is more abridged. There is no quotation using Twitter will help us to get the high
school student. Therefore, we will use the app for posting the exclusive news about our program
and the new opportunities for getting scholarship. https://twitter.com/biotechn2

Snapchat
Snapchat is one of the most popular app in the social media. Using snapchat will help us more
than the others because the most users who use Snapchat ranging from the age of 15 to 20. Since
the most user is high school student we will make our own story to show them what we are doing
for them and how it will work. We will use the Snapchat whenever we want to take a tour in our
institute or whenever we got something new.

YouTube
YouTube is a very different app with different features. We will make our channel in
YouTube. We will shoot a video with the president in our institute to talk more about the
program and the goals and the reasons for focusing in high school student. Also we will make
some videos with some of the old student to talk about their experience so far and with the new
student how they knew about us. In addition, how they got their first impression about us and
inviting their friends and infusing other people.

Radio/TV
Radio is the worlds most widely used medium. Over 242 million people listen to radio

every week. Radio reaches consumers before they buy and it is influential. Television and Audio go
great together because it helps with the branding effectiveness with the overall campaign.
Using radio with television reinforces that message, provides cost-effective reach, and increases brand recall.
SOURCE: RADAR 119, December 2013. ALL RADIO STATIONS, MON-SUN, 12m-12m, weekly cume

BIOTECHINOLOGY INSTITUTE
GENERIC :30

Script
Are you a high school student that considers yourself a Biogenesis? Someone that wants to cure
a rare disease or wants to help optimize crop production and more? If you are a student that likes
a challenge and likes to explore scientific transformations, then you should apply today to the
Biogenesis challenge. The Biotechnology Institute challenges you along with other bright minds
to compete with others your age, be rewarded thru recognition, scholarships and possibly land
your dream job. Apply and learn more about the competition now at biogenesis dot com that
biogenesis dot com.

BIOTECHINOLOGY INSTITUTE
GENERIC :15

Script
If you are a student that likes a challenge and likes to explore scientific transformations, then you
should apply today to the Biogenesis challenge. Apply and learn more about the competition
now at biogenesis dot com that is biogenesis dot com.

Sample of Radio Ads:

See attached

Story Board for T.V ad:

Pandora
Pandora is an application for songs and this site was creating in California in 2000. There
are 81 Million users on this site. Therefore, Pandora is a popular site in the world. This site is
useful for our advertising because it has a large of the number of users, which we can through it
to deliver our goal easily to the target audiences, which is high school. In addition, we are going
to use Audio and visual advertising on Pandora.

Billboards
There are thousands of billboards in city streets, and most of the people use these streets.
Therefore, it is useful for attracting our target audience, which is high school to inform them. We
are going to use large advertising screens and Billboards fixed in the street. We can use
billboards to pass on our goal to a large segment of society, high school students and to parents.

Budget Summary
With each of these forms of media and different ways to advertise. We will divide up and
do 15% of the budget allocated to posters and flyers, 70% budgeted allocated towards social
media including Facebook, twitter, snapchat and you tube and the other 15% going towards
traditional media including radio, television, billboards.

We feel that we needed to put a little bit more of the budget towards social media as our
main goal is to enroll high school students and in todays society we know that social media is a
huge part of our daily activities including the high school students lifestyle.

BUDGET
traditional media
15%

twitter
15%

facebook
15%

poster and flyer

15%

youtube
20%

snapchat
20%