IMC Plan for BROTHER Printer

ADMS 4240 N Advertising and Communications

Prof. Pallavi Sodhi

Beibei Tang 208 104 373

Ingrid Arellano 204775219
Kirandeep Sidhu 206 790 224
Leo Uzlaner 207 402 266
Group 5
Shane Lieberman 206 524 334
Tom Caravaggio 206 853 055
Viktor Penaflor 208 885 014

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 Table of Content

1.0 EXECUTIVE SUMMARY............................................................................................................ 3

2.0 THE CLIENT BRIEF ...................................................................................................................... 3

2.1 CATEGORY, PRODUCT AND BRAND INFORMATION ...................................................................... 3

2.2 BRAND POSITIONING .................................................................................................................... 3
2.3 CORPORATE MISSION .................................................................................................................. 4
2.4 BUSINESS GOALS ......................................................................................................................... 4
3.0 SITUATIONAL ANALYSIS ........................................................................................................... 4

3.1 MARKET AND CATEGORY OVERVIEW ........................................................................................... 4

3.2 SWOT ANALYSIS ......................................................................................................................... 5
4.0 COMMUNICATION ANALYSIS ................................................................................................... 5

4.1 COMPETITIVE ANALYSIS ............................................................................................................... 5

4.2 TARGET MARKET ANALYSIS ......................................................................................................... 7
5.0 MARKETING OBJECTIVES AND STRATEGIES .................................................................... 7

5.1OBJECTIVES OF PRODUCT, PRICE, PROMOTION, DISTRIBUTION ................................................. 7

5.2 BARRIERS TO MEETING GOALS ................................................................................................... 8
6.0 INTEGRATED COMMUNICATION OBJECTIVES AND STRATEGIES ............................... 9

7.0 STRATEGIC BRAND POSITIONING ......................................................................................... 9

8.0 CREATIVE STRATEGY .............................................................................................................. 10

9.0 CREATIVE IMPLEMENTATION ................................................................................................ 11

9.1 CONCEPTS AND STORYBOARDS ................................................................................................ 11

9.2 PRINT LAYOUT ............................................................................................................................ 11
9.3 CAMPAIGN EXTENSION CONSIDERATIONS .................................................................................. 12
10. INTEGRATED COMMUNICATION PLAN ............................................................................... 12

10.1 CHANNELS, TACTICS, COST .................................................................................................... 12

10.2 TIMING/ACTIVITY GRID/SCHEDULING ...................................................................................... 13
11. EVALUATION FOR ADVERTISING PLAN ............................................................................. 13

12. BUDGET SUMMARY .................................................................................................................. 14

13. TEAM CREDENTIALS ................................................................................................................ 16

APPENDIX ........................................................................................................................................... 17

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 1.0 Executive Summary
The objective of this integrated marketing communication (IMC) plan for brother
printer is aiming to improve the brand awareness and brand recognition by applying
story-board media, print media, and out-of-home media, together with other
promotional strategies. The campaign—―What Frustrates You?” intends to build up
the emotional relationship between Brother and customers by positioning Brother
printer as a solution for their problems they have dealt with their previous printers. By
doing so, we are willing to strengthen Brother as a reliable brand that provides extra
customer value of the same features with other similar printer brands.

Three approaches – rational appeal, emotional appeal, and humour appeal will
dedicate into the main Ads. The IMC campaign will start from teaser Ads which
intends to generate audiences’ attention and curiosities at first, following by the
pivotal media Ads which plan to inform and educate the audiences, then with other
promotional arrangements such as sweepstake, sales rebates/discounts, direct mail,
internet Ads. at the end to achieve the Brother’s overall marketing objectives.

2.0 The Client Brief

2.1 Category, Product and Brand information
(Refer to Appendix A for Brother products categories)

Brother International Corporation (Canada) Ltd. markets a range of business machine

products known for their originality and creativity. Brother’s key products include
printers; fax multifunction, labeling, and document finishing work group solutions for
enterprises of any size. Brother also markets a wide range of home and industrial
sewing machines. 1 Brother Canada was established in February 1960 and is
headquartered in Dollard-des-Ormeaux, Québec. Brother Canada provides sales,
marketing, technical support, warehousing and distribution for all our Canadian
customers. 2

2.2 Brand Positioning

Brother positions itself as a ―reliable brand‖ which aiming to provide the superior value
to all its customers quickly by offering innovation, unique, self-developed technologies
and state-of-the-art and global product manufacturing 3 Throughout Brother
International Corporation’s business activities, they follow the motto "At Your Side,"
illustrating the company’s customer-first mentality while supporting it with their range of
products and services.

1
“About us.” http://www.brother.ca/en/company/index.asp (Retrieved on Mar. 22, 2008)
2
Ibid.
3
“Message from the Management.” http://www.brother.com/corporate/en/message/index.html (Retrieved on
Mar. 22, 2008)

3
 2.3 Corporate Mission

Through using its ―unique, self-developed technologies and state-of-the-art, global

product manufacturing, the Brother Group will fulfill its corporate mission - to provide
superior value to all its customers quickly.‖4 Brother is devoted to a customer oriented
approach to its business, and they are consistently striving to ―…exceed stakeholders’
expectations, and to retain its employees’ pride. Above all, they are aiming to keep
Brother a brand that inspires confidence from, and is valued by, our customers
worldwide.‖5

2.4 Business Goals

(Refer to Appendix B --Brother Global Vision 21)

Brother has developed a road map that consists of a set of goals that will allow for the
fulfillment of Global Vision 21, the company’s mid and long-term corporate visions. This
will be effective in three successive phases.

Phase 1: (from FY03/2004 to FY03/2006) To become a leading global company with

high profitability by achieving a balance of both sustaining high profitability and
technology investment for the future.6

Phase 2: (from FY03/2007 to FY03/2008) To become a world-class manufacturer by

developing outstanding proprietary technologies. Brother is willing to expand the
Printing Business and build a strong positioning in the market and investments in
development of new business areas at this stage.7

Phase 3: (from FY03/2009 to FY03/2012) To embody Brother's motto, "At your side,"
throughout corporate culture.

3.0 Situational Analysis

3.1 Market and Category Overview

(Refer to Appendix C – Growth of Printing Industry)

The Canadian computer hardware market which consists of personal computers,
servers, mainframes, workstations, and peripherals consistently posted moderate rates
of growth throughout the 2003-2007 periods. This trend is expected to continue over

4
http://www.brother.com/corporate/en/message/index.html
5
Ibid
6
“Road Map for achieving of Global Vision 21.”
http://www.brother.com/corporate/en/vision/index.html. (retrieved on Mar. 22, 2008)
7
“Road Map for achieving of Global Vision 21.”
http://www.brother.com/corporate/en/vision/index.html. (retrieved on Mar. 22, 2008)

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 the forthcoming five years. 8 Within computer peripherals, printing market keeps
increasing from 2001 to 2006. Printing volume grew by 31.5% and printing value grew
by 7.6% in 2006.9

The printing market is highly concentrated which represents the major players hold the
largest market share such as HP, Lexmark, Epson, Xerox, Acer, and Canon.
Commoditization and innovation are two trends in this industry which both driven by
price competition. Major end-users are consumers and business. Advertising is widely
used in this industry, especially to reach consumers and business IT manager.
Magazine advertising is common. Internet advertising has also become important.10

3.2 SWOT Analysis

(Refer to Appendix D – SWOT analysis)

Strengths: Weaknesses:

 Wireless printer technology  Relatively limited product lines

 Varity of product lines  Relatively low financial budget for
 Brand recognition advertising
 Various partner networks  Low brand image
 Online customer service support
 Competitive prices
 Product warranty available
 Existing loyal customers
Opportunities: Threats:

 Growing market demand  Low brand awareness

 Changing consumers  Low market share
 Technology innovation  Reputation of bring ―flimsy‖11
 Intense competition

4.0 Communication Analysis

4.1 Competitive Analysis

There are five major competitors competing at different aspects and level in printing
industry which are HP, Canon, Dell, Epson, and Xerox. Competition in printing industry
is relatively fierce than other industries according to its technology advances, changing
customers requirements, customer services demand, and brand image affects.
Manufacturers have to adapt to technology transformation and consumers’ satisfaction

8
“Market Analysis” p8. Computer Hardware in Canada-Industry Profile. Datamonitor (Feb.2008).
http://dbic.datamonitor.com.ezproxy.library.yorku.ca/countries/country/?gid=Canada (Retrieved on Feb. 13, 2008 York
University)
9
GMID - Global Market Information Database
http://www.portal.euromonitor.com.ezproxy.library.yorku.ca/portal/server.pt?control=SetCommunity&CommunityID=207&
PageID=720&cached=false&space=CommunityPage (Feb.13,2008 York University)
10
“Sales and marketing”. Industry profile: Industry Overview. Hoovers.
http://premium.hoovers.com.ezproxy.library.yorku.ca/subscribe/ind/fr/profile/basic.xhtml?ID=212 (Feb.13,2008 York
University)
11
http://www.ciao.co.uk/Reviews/Brother_DCP_115C_Printer__6493444 (retrieved on Feb.13, 2008)

5
 to improve and/or maintain their market share and market revenues. Brother, with
innovative technology, is directing to provide solution for home, home business, and
home office consumers. Differently from other competitors, Brother is the one who put
customers at first with sufficient and efficient services through its own hotline and web-
support services. On the other side, customers in printing Industry are prone to
experience the response process (cognitive -> conative-> affective). Customers are
easily be influenced by others and/or brand image. They most likely to get to know and
understand first, followed by decision of purchase, with experience at the end.
Therefore, to inform and educate customers at early stage is pivotal for a corporation’s
communication objectives.

(Refer to Appendix E – Competitors information)

Communication
Competitor12 Target Market & Segmentation
Vehicle
Divides its clients into seven segments:  Radio
-Enterprise storage and servers (ESS)  Television
-HP services (HPS) - Software -Imaging and printing  Magazines
-Personal systems group (PSG) group (IPG)  Newspapers
-HP financial services (HPFS) and corporate investments.  Retail
HP - The company combines ESS, HPS, and software segments Catalogues
of business into Technology services group (TSG)  Transit Ads
Consumer Packaged Goods:
-Target everyone from home office to large corporate
enterprises and individual home users, HP started in
printers and thus is known for them
 Radio
Tthree main segments:  Television
-business machines  Magazines
Canon -cameras  Newspapers
-optical and other products.  Retail
Catalogues
 Transit Ads
Three business segments:  Radio
- information-related equipment  Television
Epson
- electronic devices  Magazines
- precision products.  Retail
Epson specialized in printers, thus targeting for home office Catalogues
and corporate office as a reliable and high quality printers.
Even though Xerox has tried to shift its target over the last  Television
few years, it has always been known as ―the‖ office  Magazines
Xerox printer/photocopier. It positioned itself so well that most
individuals use the term ―Xerox it‖ for photocopying a project
or paper.
 Radio
Dell has always targeted a younger audience including  Television
students and home users. Its famous model is based on  Magazines
Dell online selling and customization for separate and particular  Newspapers
needs of its customers.  Transit Ads
 Online Ads

12
www.markline.com

6
4.2 Target Market Analysis

Main Dimension Segmentation Variables Target Market

 Toronto
Geographic  Region
 Vancouver
 Gender  Male and Female
 Age  25-49
 LifeStage  Small business owners/ Home
Demographics
 Residence tenure office owners
 Marital Status  Mortgage payers
 Married with Children
 Family oriented
 Enjoys family-oriented activities
 Personality
like camping and eating out. They
 Lifestyle
Psychographic are price-conscious.
 Values
 Achievers and strivers
 Social Class
 Middle class, earns around
$60,000 a year

5.0 Marketing objectives and Strategies

Overall Objective: Develop the Brother brand and foster customer service at all levels
of the organization.

5.1Objectives of Product, Price, Promotion, Distribution

 Product
Objectives: to be innovative and ensure high product quality and be eco friendly.
Main strategies:
Quality Strategies which allows Brother Canada to ensure and improve their
products to meet the needs and the expectations of being innovative products
and services
 Environmentally Friendly Strategy which achieved through Brother’s 5R
environment concept by working in harmony with the environment

 Price
Objective: Quality Leadership
Main strategies:

Value based Pricing which based on effective vale to the customer relative
to the alternative products.

Psychological Pricing
a. Popular Price Points- Brother offers different price points according to
the type of consumer they are aiming the product at.
b. Positioning- Brother positions itself to be a quality leader- offer a high
quality product which is backed by their certificates of quality.

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 13
Promotional Discounts: to stimulate sales of products in the short term

 Promotion
Advertising: Brother Canada uses print, radio and television ads to promote
their products. Through advertising they use message and media strategy- the
main message is ―Brother, on your side‖ and this can be seen on their website
and their print ads. Also their ads focus on a key aspect of their products which is
they as easy to use and user friendly.

Internet/Interactive Marketing: Brother Canada website is the main resource on

its products, it provides information on the products they carry special promotions
on those products and lets one also purchase products.

Sales Promotion: Mainly seen on their website where they offer discount
coupons and mail in rebates on various products that they carry. Also done through
retailers, offer discounts off the regular price.

PR/Publicity: Main PR is done through their website as it shares an overview of

the company, of their credentials and achievements and what their overall
objectives are. They also aid in their own publicity by sharing articles that have
been printed on them that shows them in the good limelight on the organization
and products they have. There is a large focus on their 5R concept, which shows
the organization of being eco friendly and this also includes their products such
as printers and printer accessories.

Personal Selling: This is done at retailers or big box stores such as Future shop
and Staples where the sales staff would provide information on the product. But
Brother Canada website also provides personal selling in a way which related
back to interactive marketing as well, by having aids on searching for products
and information on the products.

 Distribution
Selective Distribution: Brother Canada distributes the printers and printer
accessories through selected retailers/ big box stores and through the internet.
Retailers include Future Shop, Best Buy, Staples, Grand & Toy, and Office
Depot.14
5.2 Barriers to Meeting Goals
 Barrier 1: High competition in the printer and printer accessories market-
HP/Epson/Lexmark/Acer/Xerox- a large range of brands of same product with
different features available to the consumer.

Barrier 2: Low differentiation between competitors- there is low differentiation

between printers as they perform one main function which is print. With low
differentiation consumers are more likely to switch more, harder to maintain brand
loyalty.

13
http://entrepreneurs.about.com/od/salesmarketing/a/pricingstrategy_2.htm
14
http://www.zipmath.com/SL/slm.cgi?LOC_P|L6R2N6|ON|10|100_2|5|www.brother.ca/en3|

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 6.0 Integrated Communication Objectives and Strategies
We apply communication objectives in our IMC plan to achieve and support Brother’s
marketing objectives and avoid the problems related to sales objectives which give
little guidance for planning and developing the promotional program. The overall goal
of this IMC campaign is to increase Brother’s brand awareness and brand recognition
through TV, Radio, Print, Out of home advertising, sales promotion, direct mail and
internet marketing in one year period, therefore, achieving its market share and market
revenue. Following are the specific behavioural and communication objectives that are
willing to be achieved through this IMC campaign.

Product: Brother Printer

Time Period: one year
Behavioural Objectives
 Trial Objective: Obtain trial among 20% of
the target audience. Use price-off and
coupons along with advertising and
promotion.
 Purchase-related behaviour: Provide and
communicate information about the
features and benefits through advertising
and promotion.
Communication Objectives
 Brand Awareness: Create awareness among
80% of target audience. Use repetitive
advertising in TV, magazines. Simple
message.
 Brand attitude: Create interest in the brand
among 80% of target audience
 Brand purchase intention: generate purchase
intention among 20% of target audience

Objectives through different stages of the decision making process

Need Recognition Information Alternative Purchase Post-Purchase
Search Evaluation Decision Evaluation
Brand awareness- Brand attitude- Brand attitude- Brand purchase
TV Print and Web Print and Web intention- direct
mail and web

7.0 Strategic Brand Positioning

(Refer to Appendix G – Brother and competitors positioning strategy)

The main market positioning that Brother Canada would want to pursue in the Ads
campaign would be based on quality and benefits that their products can provide for
the consumer which will make it better then the competitors as these are the main
factors that competitors position themselves and what they must believe consumers
may believe to be most important to the purchase criteria. There are two main factors
that Brother Canada would focus on in the new campaign. One is to convince people
with home offices that printers and printer supplies which are a key to the office do not
have to be over the top expensive to be good, that there are affordable products that

9
 still have high quality. Another focus is to provide products that are reliable and
simplistic to use.
The main attributes and benefits for Brother will be reliability of the brand and product
and the simplicity or ease of use which is to be linked to quality and last of that it is cost
efficient, therefore affordable. As well, with the tag line ―At your side‖ there is a focus of
community building for Brother products users and that there is a support system for
consumers.
Brother Canada has 3 main factors that it will position itself on:

 Benefit – easy to use, reliable and environmentally friendly.

 Quality/Price- has a high quality product that is dependable (linked with

benefit) but still affordable

 Competitor- not going to mention the exact competitors in ads but will have
a subtle comparison

Brother Canada will use Benefit Positioning as this is the best way for them to answer
consumer questions. When future consumers are thinking of a solution for their basic
printing needs for their home office or corporate, Brother Canada will aspire to be that
solution. These consumers should know the benefits of Brother Canada’s, which then
can be limited to their needs and concerns. By following the benefit positioning, a
sense of quality is made which is a huge factor for Brother, so quality will be expressed
as superior compared to their competitors. With using benefit positioning, consumers
will start to see Brother Canada as a premium solution which uses quality attributes to
provide the best results but still cost efficient. This perceived value should be derived
from pre-purchase and post purchase service provided by the various retailers and via
the Brother website which will also offer consumers of Brother products not only to be
known as consumers but also to be part of the Brother community. Lastly, with
competitor positioning Brother in a very subtle was will imply how other brands (with no
mention of any names) are not easy to use but rather frustrating which in turn will show
that they are not reliable. What ends up happening with these factors of brand
positioning is they all link to one another, in a way creating a matrix that every factor is
important to one another and that each factor creates another benefit for the
consumer, showcasing that Brother products are a well rounded product.15

8.0 Creative Strategy

Creative Theme: Ads will target family business professionals, and convince them that
Brother is a reliable brand of printer to all their needs for printing at home, whether its
ease-of-use, simplicity, and solution to the various frustration/problems that aroused
from other better known brands of printers.

Message Appeal: Rational appeal, emotional appeal, humour appeal.

Source Characteristics: Applying familiarity

15
Belch, Belch, Guolla. Advertising & Promotion. Textbook. Pages 120-129

10
9.0 Creative Implementation

9.1 Concepts and Storyboards

(Refer to Appendix H – storyboard and Print layout )
The storyboard is basically about a typical suburban family whose household gets
woken up one night by a strange commotion. From the master’s bedroom, a strange
and supernatural man pops out of nowhere and startles the parents by making
uninvited noise. The parents freak out and this woke up the kids. The two children run
upstairs to their parents’ room armed with a bat and a teddy bear only to find a
malfunctioning printer that is making a lot of noise instead of a noisy supernatural
creature.
The concepts of this storyboard highlights the problem with most printers sold in the
market today – to bother people when they least expect it. The consumer insight is
having that it would be great to have a printer that actually functions on queue and
does not act up when in the most unexpected moments.

9.2 Print Layout

The print advertisements will continue to follow the ―Frustrated?‖ teaser format in a
similar style.The headline’s of the ad’s announce that the ad’s are one of many
frustrations of printing as it is numbered and titled with the particular frustration that will
be demonstrated in the ad. The ad’s then will expand into revealing that Brother
Printers is the solution to the consumers printing frustrations. The first ad ―Frustration
7- The Paper Jam‖ is an interesting take on what consumers often have to deal with
when there paper jams in their computer and they have to pull it out which usually
results in the paper being crumpled and torn. The subhead announces what the ad is
about ―Life is frustrating... printers can be too‖ and this is the slice of life that the ad is
trying to communicate with the torn paper image. The body copy is short but is a
general informative statement that reveals that while printers can be frustrating,
Brother Printers are reliable and easy to use and are the solution to the printing
problems for consumers. The ad also has a product shot and includes the campaigns
website www.whatfrustratesyou.com where consumers are informed that if they share
their printer ―horror‖ stories then they enter themselves into a contest for a free Brother
printer or grand prize of $10,000. The consumer insight is that the printing
malfunctions that usually occur for them can be resolved by using a more reliable and
easier to operate printer and that Brother is that printer company that can offer them
the solution.
The second print advertisement ―Frustration 36- The Ink Splatter‖ follows a similar
format but is meant to be more humorous. The headline again announces the
particular frustration involved and then the picture depicts in a humorous way the
frustration of an ink splatter. The subhead explains briefly the actual humour that the
ad is depicting by telling the reader that the picture was printed but the ink splatter
ruined the photo and did so in a way that would make others feel uncomfortable or
laugh at the image. The body text is also much simpler than the previous ad but still
discusses that Brother Printers can solve printer problems because it is easy to use
and reliable. Following the first ad’s format the ad also includes a product shot, the
campaign website and the contest offer for consumers. The consumer insight for this
ad is again similar to the previous in that as a consumer the problems that printers make
to complicate life can be solved with a printer that is reliable and will not ruin the things
that the consumer wants to print.

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 9.3 Campaign extension considerations
We have to consider the campaign structure, design of media, language preference,
and different media usage when we make the IMC campaign in Montreal.

10. Integrated Communication Plan

10.1 Channels, Tactics, Cost
(Refer to Appendix I – Integrated Communication Plan )

Media Media Daily # of Faces/

Type Vehicle Cost GRPs Duration Panels Scheduling
Outdoor -CBS: Poster
-Billboard -Pattison: $ 182,175 -25 GRPs -4 weeks -91 faces Aug – Sept.08
-Bus Shelter Spectacular $ 68,595 -N/A -4 weeks -3 faces July – Aug.08
-CBS: Bus $ 108,255 -25 GRPs -4 weeks -104 panels Aug – Sep.08t
Shelter
Transit
-Subway -CBS: TTC $ 34,120 -N/A -4 weeks -1,560 panels Aug – Sept.08
Cars Interior
-Buses -CBS: TTC $ 77,350 -50 GRPs -4 weeks -238 panels Aug – Sept.08
Seventies
Out of
Home Ads. Sept – Dec.08
- Vertical - CBS: TTC $ 58,430 Reach: 525 -10months -660 Panels Flight From
Subway Subway Dec,08 –July,09
Poster
-1,547,000 - 1/day
-CTV Ontario -$10,000 viewers -10 months -Sep.08 –
Local TV Evening News 30 seconds June.09
network -Celebrity -$20,000 -1,185,000 - 4 months -Jan. – Apr.09
Apprentice viewers - 1/week
-3*breakfast,
-CFRB News - 4 weeks 5am – 10am, - -Aug. – Sep.
Talk 1010 Frequency: (Teaser) 3xMidday10am 08(Teaser)
Radio (1010 AM) 90 commercials – 3pm; 3 x Drive
-680 News / week Home Rotation,
(680 AM) -$18,144 Teaser: 90 x 4 3pm – 8pm; 3 x
-Jack FM (92.5 weeks = 360 - 4 months Evening - Sep. – Dec.08
FM) Standard: 90 x Rotation, 8pm –
-CHUM FM 16 weeks = 1am; 6 x All
(104.5 FM) 1440 Night Show,
-Mix 99.9 (99.9 1am to 5am,
FM) Monday to
Sunday
-Canadian CPM: Circulation: -4 months -8 issues
Business -8x $0.016 83,000; - 3 months - 3 issues Sep.08 –
Consumer Magazine -3x $0.017 296,000; -4 months -8 issues June09
Magazine -ROB -8 x $0.012 382,890; -4 months - 9 issues
Magazine -9x $0.015 231,384
- Macleans
-Time

12
 10.2 Timing/Activity Grid/Scheduling

Media July Aug. Sep. Oct. Nov. Dec. Jan. Feb. Mar. Apr. May June
Teaser Ads
Radio
TV commercial
Magazine
Out-of-Home
Ads
Microsite
Sweepstakes

11. Evaluation for Advertising Plan

The main measures of effectiveness which will be used are pre-test, and post-test,
utilizing the lab and field test methods.

Pre-Testing
Beginning with the pre-testing, the campaign will need a creative strategy test because
the campaign is new and is different than the usual advertising that Brother does in its
advertising. This will fall under concept testing which is a lab methodology. The
purpose for testing the creative strategy is to find out if consumers understand the
―Frustrated?‖ campaign in all its formats, meaning are the ads from the teasers right
through to the finished ad’s communicating frustration with printers. This is important
because if consumers don’t recognize Brother as a solution to their everyday printing
problems then the brand will not register with them and the campaign will not be
successful in increasing brand awareness. The focus group format will be utilized for
its ability to gather qualitative feedback that can provide insights into how consumers
perceive the ads and what alternatives they can suggest to best attract their attention
in each execution. The obvious audience in these focus groups will be the intended
target audience for the campaign, which are home and home-office users.

Post-Testing
The post-test for the campaign will all be field tests since this method will be able to
capture people in their naturally occurring space and their reactions will be more
realistic and valuable for evaluating the campaign and its success.

 Finished Print Advertisement in Magazines

The inquiry test which evaluates how many people visit the main website and the
campaign micro-site as well as how many people have participated in telling their
stories and how many have purchases a Brother Printer and entered themselves into
the grand prize contest. The limitations for this measurement is that we will be unsure if
people have understood our message and reacted to the ad or just reacted to the
contest offers.
The recall test allows for us to test the effectiveness of an ad and if people have
understood the message being delivered. This will help us test for brand positioning.
The method for this will be the sending of test magazines to participant’s homes which
will have a sample size of 150 per each geographic target market. This sample size will

13
 come from our database of consumers that have accessed the micro-site. The
respondents will be asked to read the magazine by a certain date and then they will
receive a phone call after this date which will inquire about their impressions of the ad
and what main message did they perceive from the ad.

 Finished TV Advertisements
The inquiry test will again be utilized with measuring the response of people who visit
the micro site and main site after the TV ads are released and then this will also be
supplying the participants for other tests in the study.
The comprehensive measures and it will be copy testing which is a type of focus group
but in a field test way. Here consumers will be given a tape of the ad and then
contacted after (the next day) and asked about their opinion on the ads and their
evaluation of the ad. This test allows us to measure consumer’s evaluations of the ad’s
and how well they understand the creative idea and message that Brother Printer’s is
trying to position it on.

The final test for television ads will be the tracking studies test. A sample of 250 to 500
people taken from our database on the micro-site. E-mail surveys will be sent out with
question inquiring about customer’s impressions of the ads and what they have taken
from the ads and their overall evaluation of the ads. We then can assess the
awareness, recall, and attitudes towards the ads and the brand. We can assess the
current campaign and its effectiveness and make any changes required that may be
needed for future campaigns.

Overall, the main goal of these tests for the promotional tests is to assess how
consumers perceive the brand before and after the ad campaign is launched. As well
as to see if the brand positioning that is being implemented and the message being
employed is getting across to the target market as intended.
.

12. Budget Summary

The entire campaign cost will be $5,044,198 which includes media cost of $4,375,935,
creative production cost of $ 25,000, and agency remuneration of 643,263. The agency
remuneration is based on commission system (15%) negotiated with the client.
Detailed costs that allocate to the different media are listed below:

14
Media July Aug. Sep. Oct. Nov. Dec. Jan. Feb. Mar. Apr. May June

Pattison:
Spectacula $68,595

CBS: Bus
Shelter $108,255
Teaser CBS:
Ads Poster
$182,175
CBS: TTC
Interior $34,120
CBS: TTC
Seventies $77,350

Subtotal: $470,495

Out of
CBS: TTC
Home
Subway
$58,430
Ads
Subtotal: $58,430

1010 AM $18,144 $72,576

680 AM $18,144 $72,576
Radio
92.5 FM $18,144 $72,576
99.9 FM $18,144 $72,576
104.5 FM $18,144 $72,576
Subtotal $453,600

CTV Local
Evening $2,000,000
TV News

Celebrity
Apprentice $400,000

Subtotal $2,400,000

Canadian
Business $193,260
Magazine

ROB $138,990
Magazine

Mclane $322,400

Time $327,510
Subtotal $982,160

Microsite
Subtotal $1,250

Sweep-
stake Subtotal $10,000

Total Cost: $4,375,935

15
 13. Team Credentials

As a full-service agency, we offer our clients a full rage of marketing, communications,

and promotions services, including planning, creating, and producing the advertising;
performing research; and selecting media. We have creative team which provide the
creative strategy to our clients; account service team aims to build and coordinate a
good relationship with our clients; marketing service team intends to provide different
marketing promotional strategies; management and finance team that assists to manage
and audit the whole service involved with clients. Our experts are cooperated and
dedicated to provide the best services for our clients. Specific role of different staff are
showed in the following chart.

President

Shane Beibei Kiran Tom

VP VP VP VP
Creative Account Marketing Managem
Service Services Service ent
Service

Writers Art Account Media Sales Research Accounting Finance

directors Supervision Promotion

Ingrid Viktor Leo

Print TV Account
Production Production Executive

16
 Appendix

Laser Printers Multi-Function Centers

Brother has a wide range of high Brother's award winning range of Multi-
performance quality laser printers for Function Centers can combine any
personal home use, office workgroups combination of features including

Fax Machines P-touch® Labellers

Brother has one of the most extensive The Brother P-touch® electronic labellers
lines of quality facsimile machines. The are perfect for creating instant laminated
range includes plain labels. Brother's laminated

Sewing & Embroidery Typewriters

Brother is a leading manufacturer of Brother’s typewriter is ideal for formatting
domestic sewing and embroidery and typing text on pre-printed material
machines, sergers, sewing accessories

Appendix A - Bother Product Categories

Appendix B – Brother Global Vision 21

17
As an organization that does business on a global scale, the customer comes first
in all of our activities and in many ways. Moreover, Brother is a company that
provides good values obviously to our ―existing‖ customers but also to potential
―future‖ customers. Global Vision 21（GV21) is the mid-to-long-term vision of the
Brother Group that was adopted in FY2003 based on this line of thought.

Three goals to achieving Global Vision 21

To become a leading global company with high profitability

While promoting globalization not only in the scale of the business, but also in our
way of thinking, Brother will flexibly react to various changes, and keep evolving
swiftly. We will also establish a highly profitable and solid financial strength.

To become a world-class manufacturer by developing outstanding

proprietary technologies
Brother will push forward manufacturing of unique and original products based on
the customer-first standpoint, by developing outstanding proprietary core
technologies and acquiring patents.

To embody Brother's motto, "At your side," throughout our corporate culture
Brother will foster a customer-first corporate culture in all the stages of our
operations, including product planning, development, design, manufacturing, sales,
and services. Our goal is to ensure the customer perception that Brother is a
"reliable brand."

http://www.brother.com/corporate/en/vision/index.html

Appendix C – Growth of Printing Industry

18
 2001 2002 2003 2004 2005 2006

Printing -

Retail
1,596.7 1,699.8 1,799.9 1,834.6 2,000.0 2,099.2
Volume -

'000 units

Printing -

Retail

Value 498.5 502.0 503.8 507.2 531.4 536.7

RSP –

C$ mn

Sources: Consumer Electronics: Euromonitor from trade

sources/nation al statistics

GMID - Global Market Information Database

http://www.portal.euromonitor.com.ezproxy.library.yorku.ca/portal/server.pt?control=SetCommuni
ty&CommunityID=207&PageID=720&cached=false&space=CommunityPage (Feb.13,2008 York
University)

Appendix D

19
1. Brother Partner Network

 D&H
 Ingram Micro
 Ink Quest / JCMD
 InterAD Weston
Partner Network
 Randmar
 S.P. Richards
 Synnex Canada
 Taknology Canada
http://printerinkcartridges.printcountry.com/brother-printer-ink-cartridges-articles/popular-
brother-printer-models-cartridges/ (2/12/08)

2.Most Popular Brother Printer Models & Brother Cartridges

Brothers Printers have long been considered as a pioneer in the printer industry.
With the many awards and accolades that it has received, Brothers is certainly one
of the best printer brands out in the market today. There are several advantages to
choosing Brother for your printer needs like its state-of-the art printer technology,
reputation for quality and reliability, and excellent support service. But aside from
these advantages, there is one advantage that clearly sets Brother apart from other
manufacturers: the plenitude of choices. Below are some of the most popular
Brother Printer models and cartridges you can choose from:

3. Brother MFC-210C Color Inkjet Multifunction Printer

One of Brother’s ever-reliable multi-purpose machines, this printer works as a

printer, scanner, copier, and fax machine in one. With print speeds varying from
20ppm to 15ppm for black and color printouts and 6,000 x 1,200 dpi resolution, the
MFC-210C is the ultimate printing machine. It can hold up to 100 sheets in its
loading tray and can even do borderless printing for every standard photo sizes. It
can accommodate papers of varying lengths and widths with a maximum of 14
inches and 8.5 inches, respectively. It can also accommodate different media like
CompactFlash, SmartMedia, xD-Picture Card, Secure Digital, and memory sticks.

4. Brother MFC440CN Multifunction Color Inkjet

Another of Brother’s multipurpose machines, the MFC440CN color inkjet printer is

set apart from the competition with its engineered features like an auto-document
feeder and stand-alone faxing. Even with all its functions, this printer only weighs
24.2 pounds, making it one of the lightest multipurpose machines around.

5. Brother HL-1440 Printer

20
Touted as the ideal printer for home and office use, Brother HL-1440 printer
provides faster printing speeds, upgraded memory, higher print resolution, and
more competent user support than its predecessor HL-1240. It also incorporates
cutting-edge Shockwave Print Management System that uses an easy interface for
direct operation. This printer also offers connections like parallel ports and USB
drives.

6. Brother HL-2040 Printer

Engineered specifically for home use, this printer is compatible with either
Windows or Mac operating systems. Designed with space-saving in mind, this
printer is compact and can be placed conveniently anywhere inside the average
home office. This printer also offers a 250-sheet loading tray to reduce the need for
paper refills and save time.

7 Brother Cartridges

The Brother TN350 toner cartridge works well with Brother printers. Excellent
choices for toner cartridges under the Brother brand are TN-460, TN-430, and DR-
400, respectively. Although most Brother toner cartridges work well with Brother’s
printers, it’s best to inquire about which cartridge suit a particular printer best.

Appendix E – Competitors Information

21
 Canon

Canon is a manufacturer of plain paper copying machines, digital multifunction

devices, laser beam printers, bubble jet printers, cameras, and steppers. The
company primarily operates in Europe and the US. It is headquartered in Tokyo,
Japan, and employs about 118,500 people. The company recorded revenues of
JPY4,156,759 million (approximately $35,748.1 million) during the fiscal year
ended December 2006, an increase of 10.7% over 2005. The operating profit of
the company was JPY707,033 million (approximately $6,080.5 million) during fiscal
year 2006, an increase of 21.3% over 2005. The net profit was JPY455,325 million
(approximately $3,915.8 million) in fiscal year 2006, an increase of 18.5% over
2005. Canon has three main business product groups: business machines,
cameras, and optical and other products. The company has a strong brand image,
which provides it with an edge over its competitors. However, intense competition
could lead to pricing pressures and loss of market share.

Strengths Weaknesses
 Strong brand image  Sluggish growth in sales of office
 Strong financial performance imaging products
 Robust R&D capabilities  Litigation issues
 High dependence on Hewlett-Packard
Opportunities Threats
 Opportunities in medical-related fields  Intense competition
and digital commercial printing  Evolving trends
 New display businesses  Risks of international operations
 Growing market for digital photography
and LCD products

 Hewlett- Packard

HP is a provider of personal computing and other access devices, technologies,

solutions and services to individual consumers, small and medium-sized
businesses (SMBs) and large enterprises. The company offers technology
solutions, including enterprise storage and servers, technology services and
software products; personal systems including commercial personal computers
(PCs), consumer PCs and workstations among others; and imaging and printing
products including consumer and commercial printer hardware printing supplies,
printing media and scanning devices. Hewlett-Packard has a strong market
position in most of its product segments. The company primarily operates in the
US. It is headquartered in Palo Alto, California and employs about 156,000 people.
The company recorded revenues of $91,658 million during the fiscal year ended
October 2006, an increase of 5.7% over 2005. The operating profit of the company
was $6,809 million during fiscal year 2006, an increase of 84.6% over 2005. The
net profit was $6,198 million in fiscal year 2006, as compared to the net profit of

22
$2,398 million in 2005. The company has a leading market position in the global
PC market in terms of shipments. Hewlett-Packard wrested market leadership from
Dell in the global PC market in the third quarter of 2006 and managed to sustain it
in the fourth quarter of 2006. Strong market position in select market segments
enhances the brand image of the company and provides economies of scale in
procurement. The company faces intense competition across all business
segments in terms of price, quality, brand, technology, reputation, distribution and
range of products. Stiff competition could adversely affect the company's revenues
and profitability.

Strengths Weaknesses
 Strong market position  Weak internal controls
 Robust balance sheet  Lack of in-house management
 High brand equity consulting division
 Flat R&D spending
Opportunities Threats
 IT initiatives  Intense competition
 Opportunities in BRIC countries  Supply disruptions and product recalls
 Opportunities in imaging and printing

 Dell

Dell is one of the world's largest suppliers of personal computers and related
products. It designs, develops, manufactures, markets, and services personal
computers, servers, printers and other products. The company primarily operates
in the Americas. It is headquartered in Round Rock, Texas and employs about
66,000 people. The company recorded revenues of $57,095 million during the
fiscal year ended February 2007, an increase of 2.1% over 2006. The operating
profit of the company was $3,179 million during fiscal year 2007, a decrease of
33.6% over 2006. The net profit was $2,614 million in fiscal year 2007, a decrease
of 31.7% over 2006. Dell develops, manufactures, markets, and services a range
of computer systems. Dell segments itself as a complete customization company
that offers many variations in specific orders with reliable products and quick speed
in distributing their products. Despite ceding market share to Hewlett-Packard
Company in the recent past, Dell continues to have a strong market position in the
computer hardware segment, a platform from which it could launch a campaign for
regaining the global market leadership in the PC segment. However, intense
competition in the PC industry could further erode the company's margins and
reduce its market share.

Strengths Weaknesses
 Strong market position  Weak internal controls
 Growing presence in India and China  Product recalls
 Wide product portfolio  Relatively weak customer service
Opportunities Threats

23
 Increasing demand for mobility  Intense competition
products  Economic slowdown in -US and Euro
 Positive outlook for online sales zone
 Growing Indian internet market  Commoditization of PCs

 Epson

Epson is engaged in developing and manufacturing of printers, visual instruments

and PC related portable components. The company primarily operates in Japan. It
is headquartered in Nagano, Japan and employs about 88,000 people. The
company recorded revenues of JPY1,416,032 million (approximately $12,121.2
million) during the fiscal year ended March 2007, a decrease of 8.6% over 2006.
The operating profit of the company was JPY50,343 million (approximately $430.9
million) during fiscal year 2007, an increase of 95.4% over 2006. The net loss was
JPY7,094 million (approximately $60.7 million) in fiscal year 2007, as compared to
the net loss of JPY17,917 (approximately $153.4 million) in 2006. The company
has strong market position in the select markets like projector and LCD display,
which provides it with stable revenues and enhanced band image. However,
dependence on third party suppliers with out long term agreements increases the
risk of affecting the business operations during situations of increasing demand.

Strengths Weaknesses
 Strong market position  Poor returns
 Extensive global reach  Declining Margins
 Focus on research and development  Weak performance of electronic
devices segment
Opportunities Threats
 Restructuring reforms  Dependence on third party suppliers
 Growing projector markets  Short life cycle of the products
 Asian semiconductor market  Environmental regulation

 Xerox

Xerox is a supplier of photocopiers, printers, and other document systems. It also

offers document management services and customized solutions. The company
provides one of the document industry's broadest portfolio of offerings. Digital
systems include: color as well as black-and-white printing and publishing systems,
digital presses and book factories, multifunction devices, laser and solid ink
network printers, copiers and fax machines. Xerox also offers associated software,
support and supplies such as toner, paper and ink. The company primarily

24
operates in the US. It is headquartered in Stamford, Connecticut and employs
about 54,000 people. The company recorded revenues of $15,895 million during
the fiscal year ended December 2006, an increase of 1.2% over 2005. The
operating profit of the company was $1,390 million during fiscal year 2006, a
decrease of 4.9% over 2005. Some of the reasons for the declining operating profit
are the following: higher bad debt expense, increased non financing interest
expense, no gain related to the sale of Integic in 2005, no interest income benefit
from the finalization of the 19961998 internal revenue service tax audit. The net
profit was $1,210 million in fiscal year 2006, an increase of 23.7% over 2005.
Xerox's research and development focus is primarily on the development of high-
end business applications to drive the new business of printing, extending color
capabilities, and lower-cost platforms and customer productivity enablers. Xerox
has a strong brand image and its name has become synonymous with the term
'photocopying'. Strong brand image provides Xerox an edge over its competitors.
Intense competition, however, could adversely affect the company's margins.

Strengths Weaknesses
 Strong brand image  Weak financial performance
 Strong R&D capability  High dependence upon mature markets
 Wide product portfolio  High dependence on third parties
 Litigations
Opportunities Threats
 Acquisitions of Amici and XMPie  Intense competition
 Expansion in small and midsized  International business risk
business markets
 Color peripherals market

Appendix F – Brother Marketing Objectives

I. Products
Brother Canada is certified ISO 9001:2000 standard by Moody International who is
the world leading register
To ensure they meet these standards Brother Canada has a Quality Management
System that ensures and meets the ISO 9001:2000 standards.
Reference: www.brother.ca/en/compnay/certifiicates

25
Another goal of the company is to be eco friendly not in the way they run their
operations but as well as with the products they supply to consumers and
businesses. This is done through various ways by Brother Canada.
The "5R" Concept The 5R concept was developed by the Brother Group in
Nagoya, Japan. Globally, it represents five environment-conscious words starting
with the letter R, and the notion of 5R is the keyword for environmental activities at
Brother.

Refuse
Avoid purchase of environmentally burdensome materials whenever possible.

Reduce
Reduce waste material.

Reuse
Reuse waste material without processing.

Reform
Reuse materials in a different form.

Recycle
Reuse materials as resources.

Brother Canada has launched many new environmentally friendly activities through
this concept which affects the products they supply :
- 2007 launched the cartridge collection programs for toner supplies
recycling- the aim of this is that they are still part of the product even at
the end of the product life cycle and they are being conscious of the
environment- there overall goal is to be environmentally friendly over the
life of the product from beginning to end
- Several of their products including printers and printer accessories are
registered under the Energy Star program
- ISO 1400:2004 certified- this is the global standard for environment
management
- Member of the not for profit organization: Electronic Products
Stewardship Canada (EPSC) which works to design and promote and
implement solutions for electronic waste problem
Reference: www.brother.ca/en/company/enviornemnt/

II Price

26
3 main pricing points for their printers
1. Under $200- aimed at regular consumers and home office consumers
2. $200-$400- aimed at business & home office consumer
3. $400 and up- aimed at business consumer(Corporate/IT/Public Sector)
4 main pricing points for Multi function centers ( print/copy/scan)
1. Under $150- home consumer and home office
2. $150-300- home office consumer
3. $300-$500- home office and business consumer
$500 and up- business consumer

Reference: www.brother.ca

III. Promotion

Reference: http://www.brother.ca/index.asp

27
Category Product Start Date End Date Amount

Fax Machines FAX-1360 02/01/2008 02/29/2008 $ 20 OFF!

Laser Printers HL-4040CN 01/01/2008 03/31/2008 $ 50 OFF!

Laser Printers HL-2040 01/01/2008 03/31/2008 $ 20 OFF!

Laser Printers HL-4050CDN 01/01/2008 03/31/2008 $ 80 OFF!

Laser Printers HL-5250DN 02/01/2008 02/29/2008 $ 60 OFF!

Multi-function MFC- 02/01/2008 03/31/2008 $ 70 OFF!

Centers 9440CN
Multi-function MFC- 02/01/2008 02/29/2008 $ 40 OFF!
Centers 5460CN
P-touch® PT-80 02/01/2008 02/29/2008 $ 20 OFF!
labellers
P-touch® PT-1010 02/01/2008 02/29/2008 $ 25 OFF!
labellers
P-touch® PT-1280 02/01/2008 02/29/2008 $ 30 OFF!
labellers
P-touch® PT-1880 02/01/2008 02/29/2008 $ 20 OFF!
labellers
P-touch® PT-2700 02/01/2008 02/29/2008 $ 30 OFF!
labellers
P-touch® QL-550 02/01/2008 02/29/2008 $ 50 OFF!
labellers

Reference: http://www.brother.ca/en/company/show_promos.asp

Appendix G – Brother and competitors positioning strategy

28
Market Positioning
There are 5 main competitors in the Canadian market and they are Canon, Xerox,
HP, Epson and Dell. The main factors these companies position themselves on are
as follows
Canon- their main brand position is based on how ―quality products create loyal
products‖.16 Their positioning is Quality positioning.
Xerox- Main positioning is that they are helping people a better way to do their
work, they are using benefit positioning. And the core benefits they are focusing on
are quality. (Refer to Appendix)
HP- their campaign ―What do you have to say‖, focuses on getting their consumer
involved in with the HP brand. Their main positioning is based on that Hp offers the
technology needed for consumers business and life. Their positioning is based on
benefits that their products can provide for consumers. There does not seem to be
any real focus on quality. 17
Epson- With their ―Epsonality‖ Campaign, focusing on consumer’s creativity and
linking that to finding the best printer for their needs. Main brand positioning is
focused on benefit positioning which protrays that Epson is an innovative brand
that is easy to use- this links to Epson having quality products that aligns to
consumer needs; this is the benefit of their product. (Refer to Appendix)
Dell- their main advertising is focused on how they provide innovative technology
and services. Their main brand positioning method is Benefit Positioning, as their
products offer specific benefits to product users.

Figure 1
High Quality
Canon Brother Canada

Low High
Benefits Benefits

HP Dell

Low Quality

Brand Positioning

16
http://www.canon.ca/english/c-canoncaorg.html
17
http://www.hp.com/hpinfo/newsroom/hpads/

29
There are two main factors that Brother Canada would focus on in the new
campaign. When it comes to the new campaign the main goal of Brother is to
convince people that when they think of a printer or printer accessories the name
that should pop into their minds is Brother. As well Brother needs to think of what
will make that happen and why Brother printers is a distinct product from the
competitors, what makes Brother better. This new campaign is to convince people
with home offices that printers and printer supplies which are a key to the office do
not have to be over the top expensive to be good, that there are affordable
products that still have high quality. As well another goal for Brother is to attract
new consumers that one does not have to be a genius to use printers, that they
can be as easy as pressing a button. The main focus is that when it comes to
consumer’s, they want products that are reliable and simplistic to use in this
already hectic technology era and they want a product that will last and live up to
its promises. From this it can be derived that the main factors that Brother will
position itself on is reliability and quality. (Figure 2 displays positioning map)

Figure 2 High Reliability

Brother Canada

Low High
Quality Quality

Low Reliability

The opportunities of developing an improved brand positioning decision is that

Brother can maintain existing consumers and attract new consumers by showing
them that reliability and quality are affordable. As well, this positioning is still part of
the existing positioning that Brother has as this campaign will continue to focus on
Brother’s ―At your side‖ tag line which links to the larger emphasis on reliability (as
at your side means that Brother is there when consumers need them and is
something that works whenever needed) which in hopes will help portray to
consumers that they are getting the value they want from the product and more
and also set a competitive advantage over the competitors.

The main attributes and benefits for Brother will be reliability of the brand and
product and the simplicity or ease of use which is to be linked to quality and last of
that it is cost efficient, therefore affordable. As well, with the tag line ―At your side‖

30
there is a focus of community building for Brother products users and that there is
a support system for consumers.

Positioning Methods

Brother Canada has 3 main factors that it will position itself on:
 Benefit – easy to use, reliable and environmentally friendly.

 Quality/Price- has a high quality product that is dependable

(linked with benefit) but still affordable

 Competitor- not going to mention the exact competitors in ads

but will have a subtle comparison

Brother Canada will use Benefit Positioning as this is the best way for them to
answer consumer questions. When future consumers are thinking of a solution for
their basic printing needs for their home office or corporate, Brother Canada will
aspire to be that solution. These consumers should know the benefits of Brother
Canada’s, which then can be limited to their needs and concerns. By following the
benefit positioning, a sense of quality is made which is a huge factor for Brother, so
quality will be expressed as superior compared to their competitors. With using
benefit positioning, consumers will start to see Brother Canada as a premium
solution which uses quality attributes to provide the best results but still cost
efficient. This perceived value should be derived from pre-purchase and post
purchase service provided by the various retailers and via the Brother website
which will also offer consumers of Brother products not only to be known as
consumers but also to be part of the Brother community. Lastly, with competitor
positioning Brother in a very subtle was will imply how other brands (with no
mention of any names) are not easy to use but rather frustrating which in turn will
show that they are not reliable. What ends up happening with these factors of
brand positioning is they all link to one another, in a way creating a matrix that
every factor is important to one another and that each factor creates another
benefit for the consumer, showcasing that Brother products are a well rounded
product.18

About Xerox Canada

About Xerox Canada

Xerox Mission Statement

Our strategic intent is to help people find better ways to do great work -- by
constantly leading in document technologies, products and services that improve

18
Belch, Belch, Guolla. Advertising & Promotion. Textbook. Pages 120-129

31
our customers' work processes and business results.

Xerox Values

Since our inception, we have operated under the guidance of six core values:

 We succeed through satisfied customers.

 We value and empower employees.
 We deliver quality and excellence in all we do.
 We provide superior return to our shareholders.
 We use technology to deliver market leadership.
 We behave responsibly as a corporate citizen.

Business

Xerox Corporation offers an array of innovative document solutions, services and

systems -- including color and black-and-white printers, digital presses,
multifunction devices and digital copiers -- designed for offices and production-
printing environments. It also offers associated supplies, software and support.

Employees

Xerox Canada employs over 4,500 employees nationally and has indirectly
created thousands of jobs across Canada, in the printing and document
management industry.

Offices

Xerox Canada’s head office is located at 5650 Yonge Street in Toronto, Ontario.
The company also maintains regional offices across Canada and in major cities
such as Vancouver, Calgary, Edmonton and Montreal. Additionally, Xerox has a
centre in Saint John, New Brunswick that handles customer inquiries and calls for
remote technical or on-site service from across North America; and The Xerox
Knowledge Centre, located in Halifax, Nova Scotia, which is comprised of two
operations: the TeleWeb Centre, which focuses on sales of Xerox equipment and
services; and the Welcome Centre, which focuses on the delivery of technical
product support.

Xerox Research Centre of Canada is located in the Sheridan Science and

Technology Park in Mississauga, Ontario. XRCC has a worldwide reputation in
materials research and is home to 11 other major industrial research centers.

Reference: http://media.xerox.ca/backgrounder/

News Release

32
FOR IMMEDIATE RELEASE

Contact: Karen Gumbs

Cohn & Wolfe
(416) 924-5700 x4090
karen.gumbs@cohnwolfe.ca
PERSONALITY AND PRINTING HABITS POWER EPSON’S NEW
INTERACTIVE CAMPAIGN TO MATCH INDIVIDUAL CREATIVE NEEDS WITH
PRODUCTS
“Epsonality” Campaign Assigns Personality Traits to Products Giving
Consumers a Fun and Easy Way to Select A Printer That’s Right ForThem

TORONTO, ON. – November 22, 2007 – Our personalities define who we are,
what we do, and ultimately, how we express ourselves. Recognizing how
personality relates to printing requirements, Epson Canada, today unveiled the first
personality-driven approach to educating consumers how to best align their
individual creativity and printing needs with the right Epson product.
Called ―Epsonality,‖ the new marketing approach is designed to help customers cut
through the confusion of model names and specifications to determine the printer
that best meets their needs by inviting them to discover their Epsonality. Epsonality
refers to the unique creativity in each person and matches the company’s
innovative printer attributes with various personality types and printing behaviours.
At the core of the program is an interactive web site, www.epsonality.ca, where
customers ranging from business professionals to creative consumers can get
information about the Epson product that best addresses their individual printing
requirements.
For consumers who want additional help determining the right product for them, the
Epsonality site features a fun and easy interactive quiz to help consumers establish
their printing personas. After identifying their Epsonality, the web site gives the
consumer the option to buy that printer, purchase it as a gift for someone or put it
on a wish list for others to consider this holiday season.

Epson Canada Launches Epsonality Campaign Page 2

―Our products target a wide variety of customers ranging from the techno-savvy to
the inventive type, but all of our customers have a need to express their creativity,‖
said Tamara Walsh, marketing manager, Epson Canada. ―We are inviting
consumers to take a more active experiential role with not only the Epson brand,
but also our individual products. Rather than simply looking at features, we want
our customers to see their printer a little differently and understand how certain
products best meet their needs.‖

The Epsonality brand messaging will be communicated through an integrated

campaign that includes radio, print, and online components in playful exchanges
that reveal a consumer’s Epsonality. To discover your Epsonality please visit
www.epsonality.ca.

33
About Epson Canada
Epson offers an extensive array of award-winning image capture and image output
products for the consumer, business and graphic arts markets. The company is
also a leading supplier of value-added point-of-sale (POS) solutions for the retail
market. Epson Canada Limited is a wholly-owned subsidiary of Epson America,
Inc., which is the U.S. affiliate of Japan-based Seiko Epson Corporation, a global
manufacturer and supplier of high-quality technology products that meet customer
demands for increased functionality, compactness, systems integration and energy
efficiency. Epson Canada Limited is headquartered in Toronto, Ontario.

Reference: http://www.epson.ca/cgi-
bin/ceStore/EditorialAllAnnouncements.jsp?BV_UseBVCookie=yes

Appendix H – Storyboard and Print Layout

34
Print Advertisements

The two print advertisements for Brother Printers are magazine oriented with a
both a humorous and informative format to utilize this particular media to its up
most potential. The decision to do this type of print ad is based on the fact that
Brother’s objective for this campaign is brand awareness and to stand out from the
clutter that most magazines have with advertisements Brother will have to be
different. The optimal form for achieving the brand awareness aspect of the
campaign is to get the attention of consumers and a humorous and informative
advertisement can accomplish this for Brother. The print campaign will take place
in national magazines across Canada that reach the large markets of Toronto,
Vancouver, and Montreal that the campaign has targeted as being important for
increasing brand awareness.
The print advertisements will continue to follow the ―Frustrated?‖ teaser format in a
similar style. The headline’s of the ad’s announce that the ad’s are one of many
frustrations of printing as it is numbered and titled with the particular frustration that
will be demonstrated in the ad. The ad’s then will expand into revealing that
Brother Printers is the solution to the consumers printing frustrations. The first ad
―Frustration 7- The Paper Jam‖ is an interesting take on what consumers often
have to deal with when there paper jams in their computer and they have to pull it
out which usually results in the paper being crumpled and torn. The subhead
announces what the ad is about ―Life is frustrating... printers can be too‖ and this is
the slice of life that the ad is trying to communicate with the torn paper image. The
body copy is short but is a general informative statement that reveals that while
printers can be frustrating, Brother Printers are reliable and easy to use and are the

35
solution to the printing problems for consumers. The ad also has a product shot
and includes the campaigns website www.whatfrustratesyou.com where
consumers are informed that if they share their printer ―horror‖ stories then they
enter themselves into a contest for a free Brother printer or grand prize of $10,000.
The consumer insight is that the printing malfunctions that usually occur for them
can be resolved by using a more reliable and easier to operate printer and that
Brother is that printer company that can offer them the solution.
The second print advertisement ―Frustration 36- The Ink Splatter‖ follows a similar
format but is meant to be more humorous. The headline again announces the
particular frustration involved and then the picture depicts in a humorous way the
frustration of an ink splatter. The subhead explains briefly the actual humour that
the ad is depicting by telling the reader that the picture was printed but the ink
splatter ruined the photo and did so in a way that would make others feel
uncomfortable or laugh at the image. The body text is also much simpler than the
previous ad but still discusses that Brother Printers can solve printer problems
because it is easy to use and reliable. Following the first ad’s format the ad also
includes a product shot, the campaign website and the contest offer for consumers.
The consumer insight for this ad is again similar to the previous in that as a
consumer the problems that printers make to complicate life can be solved with a
printer that is reliable and will not ruin the things that the consumer wants to print.

Appendix I – Integrated Communication Plan

36
1. Teaser Campaign

As a precursor to our IMC campaign, we plan to launch a teaser campaign to

generate buzz and curiosity amongst our target audience. This teaser campaign
will commence one month prior to the launch of our actual advertising campaign.
The campaign will see ads being executed primarily through the use of out-of-
home advertising including billboards, transit shelters, buses, as well as subway
cars. We also plan to utilize the radio as we believe that it will provide a good
geographic reach of our target audience on their daily commute to and from work
during the work week, as well as enhance the probability of multiple exposures to
our ads in a given day.

Central Theme

The central theme of the teaser campaign will be based on the same theme that
will make up our IMC campaign: printer frustrations. Each teaser ad will be based
on a one-word question: ―FRUSTRATED?” The vagueness of this question is
intentional, as it will ultimately allow the audience to determine what the ad truly
means. Furthermore, we have strategically decided to locate/place these teaser
ads in locations that may yield higher than average levels of frustration amongst
our target audience members. This will include billboards being placed in high-
traffic metropolitan areas such as highways which, during rush hour can lead to
increasing levels of frustration for commuters. We also plan to use the backs of
buses to display our ads, which will also increase effectiveness of the message
due to the frustrating nature of being stuck behind buses during a daily commute to
or from work. Subway cars will also be used to display our ads as thousands of
commuters utilize the subway to get to work every day of the work week. Transit
shelters will also be utilized in this campaign, as the wait for buses amongst
hundreds of commuters can add to the effectiveness of the ad while they wait for
their ride. Furthermore, transit shelters can also reach large amounts of commuters
who may commute to work by car as the ad will also be quite visible from the road
due to the bright white background and clear dark blue text in the forefront. Our
use of radio ads will also be integrated into this campaign as well, since target
audience selectivity can be effectively achieved through this medium. Ads will also
be aired during rush hour times, which increase the chances of target audience
members being exposed to these ads as well as the outdoor ads during their
commutes to and from work.

The purpose of our teaser ads

Outdoor/Transit: All of our outdoor and transit teaser ads will consist of a large
headline stating ―FRUSTRATED?‖, which will essentially be used to attract the
target audience’s attention as they drive past. By having a bright white background
and large, simple, dark blue text, we hope to increase effectiveness of captivating
the audience. The question itself is very general and vague as it will allow for the
audience member to evaluate its meaning on their own. If executed correctly, most
audience members will have some sort of frustration to complain about, particularly

37
rush hour traffic in this case. The headline is in the form of a question, basically
asking if the target audience member is frustrated, but does not get into specifics
on the matter. The copy body just below the headline will be markedly smaller in
size, and is ultimately meant to provide some sort of solution to the frustration that
is provoked by the headline. The copy in each ad however, has been strategically
cut off so that no ―real‖ solution to the frustration can be revealed. The methods of
cutting off the text for each ad will be consistent with three of the most common
types of printer frustrations that are often faced by printer users, those being: 1)
having ink splattered on the paper making the final few words of the solution
illegible, 2) portraying the event of a paper jam by having a rip down the page,
giving the illusion that the rest of the paper (solution) has been ripped off, and 3)
having the last few words of the solution smudged/smeared, which will give the
illusion that the text has been streaked by ink in the printing process. The concepts
for these outdoor/transit teaser ads are presented as follows:

Teaser Concept #1: Ink Splatter Effect

38
Teaser Concept #2: Paper Jam Tear

39
Teaser Concept #3: Streaking Ink

40
Teaser Concept #4: Ad plus microsite URL

41
Radio: The central idea behind the outdoor/transit teasers will be translated into a
verbal radio teaser ad, but rather than having text from the print ads cut off, the
verbal solution element will be inconveniently drowned/cut off by the many
frustrating/irritating sounds of the road such as car horns blaring, engines roaring

42
etc. Once the sounds come to a stop, the radio commercial concludes with a voice
conveniently asking: ―Frustrated?‖ (Please refer to the Radio folder of the “Media
File” to listen to the mp3 of this radio teaser ad)

The nature of this creative idea is to ultimately ad to the frustration that the
audience member may be experiencing at the time, as they will be left in the dark
as to what exactly the ad is really saying or what it is really all about. Thus,
curiosity and buzz is born, as audience members will be asking themselves what
the ad was really about but will have no idea how to find out since no other
information will be available to them until the final week of the teaser campaign. It
is at this time that each outdoor/transit ad will be replaced by the same exact ad
just with the sudden addition of a link to the IMC campaign’s microsite. This final
week of the teaser campaign will ultimately be the transition period between the
teaser campaign and our actual ad campaign.

The Microsite: www.whatfrustratesyou.com

This site will ultimately be the ―hub‖ of our IMC campaign, as it will be the major
touch point that every ad will refer to for additional information on the campaign as
well as the Brother line of home-office printers. www.whatfrustratesyou.com will act
as the major source for information, as well as the place where our sweepstakes

43
will be made possible. A major tenet of our IMC campaign lies in this microsite as it
is the place where individuals can submit their own ―printer horror stories‖ for their
chance to win their own Brother home-office printer, as well as other prizes which
includes having their printer frustration story being used as the basis for a
subsequent commercial ad. It is with utmost importance that the microsite be
designed and developed to: 1) maximize levels of interactivity between the viewer
and the site, 2) create a high degree of stickiness to keep the visitor intrigued so
that they stay logged on to the site longer, and 3) be extremely easy to navigate.
The microsite will have five pages (not including the homepage), which ultimately
serve their own distinct purposes. These pages are briefly identified and
summarized as follows:

1) Share Your Story: On this page, visitors can submit their own printer horror
stories and ultimately enter into the sweepstakes activities that will be taking
place over the course of the IMC campaign. Upon submitting their stories,
visitors are asked to provide their names and to fill out their demographic
information including their age, sex, and geographic location. This page will
also ask the visitor to provide their e-mail address and will be asked how
they found out about the website or the campaign (ie through a friend, over
the internet, from ads etc.). This can ultimately help us in our attempts to
measure the effectiveness of our ads. The page will also include an opt-in
section, where visitors can opt-in to receive promotional e-mails and/or
newsletters for future promotional activities. By providing personal
information, we can gain a better understanding of each customer and can
therefore interact with them through direct marketing activities in the future.
This will be a good way to begin building customer relationships for future
CRM initiatives. On submission of their printer horror stories, visitors will
receive a confirmation e-mail verifying that they have been automatically
entered into the sweepstakes. In this e-mail, participants will also be asked
to save the confirmation for future reference and proof of submission should
their number be selected as the sweepstakes winner. To eliminate the
chance of repeat entries into the sweepstakes, security measures will be
taken which will include a limit of 1 entry per e-mail address, and a
maximum of 3 submissions per IP address, since more than one family
member may submit their own personal story through the same computer.

2) Read Stories: This page allows visitors to read the printer horror stories
that have been submitted by other sweepstakes entrants.

3) Our Printers: This page will be designed essentially to inform and educate
the viewer on the Brother line of home-office printers. Upon the selection of
this page, Polaroid-style pop-ups will appear in the center of the screen,
which will each provide visual images, product information and
specifications pertaining to a particular printer/model, as well as information
on where they can be purchased, how much they cost etc. This page offers
tremendous opportunity for the navigator to interact with the site, as they
have complete control over which page they wish to view at any particular

44
 point in time. Also, the way in which each selected pop-up skims its way to
the front of the pile creates a visually stimulating experience for the visitor
which in turn enhances site stickiness.

4) Our Campaign: The purpose of this page is to inform the visitor on the
campaign itself. This includes a brief history behind the campaign which
addresses the reasons why we chose this campaign, its central theme and
message, as well as a brief overview of the creative ideas behind the
campaign. This page will also include sections where the viewer is given the
opportunity to watch some of the TV ads used in the campaign, view some
of the campaigns print ads, listen to mp3’s of the campaigns radio ads, as
well as read various testimonials/editorials/publications regarding the
campaign.

5) Tell a Friend: This page does not consist of much content, but it does
provide the visitor with the opportunity to e-mail a friend with a link to the site
so that they can experience it and be given their own opportunity to enter
into the sweepstakes.

Sweepstakes

Our sweepstakes for this advertising campaign will offer participants the
chance to win their very own Brother home-office printer courtesy of the
company. 10 brother printers will be up for grabs in this sweepstakes activity,
as well as a grand prize of $10,000 for recent Brother Printer purchasers. The
grand prize of $10,000 will only be available to those who purchase a Brother
printer within the time period of the campaign. This aspect of the sweepstakes
is a sales promotion to build demand for Brother Printers and generate higher
sales volumes in a short time frame. This sales promotion is essentially
targeted towards consumers that are in their information search or evaluation
of alternative stage in the decision process, and will be an effective way of
inducing consumers to choose Brother Printers over those of competitors. On
the purchase of a Brother printer, consumers will be asked for their name,
address, location, as well as their e-mail address for future promotional
activities. They will then be given a confirmation code and will be told to
monitor the microsite and their e-mails to see if they have won the grand prize.
At the conclusion of the campaign, one of the names on a list of participants
will be selected at random to decide the winner of the grand prize. A
congratulatory e-mail will then be sent to their e-mail address asking the winner
to respond with their personal information as well as their confirmation number
to verify their status as the true winner. The sweepstakes will be promoted
through each of our IMC channels, as well as through each of our
advertisements during the campaign. Every ad in the campaign will provide
sweepstakes information as they will direct the audience to the microsite
(www.whatfrustratesyou.com) where they can learn about and enter into the
sweepstakes (Please refer to any of our advertisements whether it be print,
radio, or television for examples).

45
How to enter: To enter into the sweepstakes to win a Brother printer, participants
are required to log onto www.whatfrustratesyou.com and sign up by entering their
personal information in the ―Share Your Stories Page‖. Once all required
information fields are filled out, the participant will then be given the opportunity to
enter their printer horror story onto the website. Once the story has been
submitted, a confirmation e-mail will be sent to the participant consisting of a
verification/confirmation number. The participant will be asked in the e-mail to take
note of the confirmation code as it will be used as proof of submission and will also
be required to redeem the sweepstakes prize should they be fortunate enough to
win. At the end of the advertising campaign, 11 lucky winners will be chosen at
random and announced on the website (10 will be winners of the printers and 1 for
the grand cash prize). Winners will also be sent congratulatory e-mails along with a
request for their confirmation number for proof of submission to make sure that
their codes match the winning confirmation numbers selected. The sweepstakes
itself will cost Brother $10,000 dollars as this will be the amount offered by the
company as the grand prize. Printers will be provided courtesy of Brother and will
be of no cost for the company. that will be received from consumers sending in
their ―printer horror stories‖ a wide database will be collected of demographic and
lifestyle information as well as interesting recaps of consumer’s dreadful printer
stories. Eventually TV, print and radio ads of printer situations will be created
where at the end of a broadcast commercial will say ―this is a true printer story‖ or
at then bottom corner of a print ad. This will give Brother an image of caring and
relating to consumer’s needs and problems in regards to printer malfunctions.

2. Radio

The radio ads will be included in both the teaser and standard campaigns;
consisting of radio static and other noise of frustration where the ad will be hard to
understand. The purpose of this is to force the listener to surpass his or her
frustration and curiosity. The teaser will not say what the ad is for or the company
and contacts that created it. Eventually consumer’s curiosity will be nourished with
only half the signature frustration noise for the teaser ad followed by standard
promotions for Brother and the microsite during the standard campaign.

Time of day: 6AM-8AM (morning rush)

4PM-6PM (after-work)
Age group: 18-34
% of weekly reach for age group
Home: 60%
Auto: 75%
Work: 28%
Note – teaser and standard ads will be concentrated towards automobile
reach

46
 Station Profile
Call Letters: CHUM FM
Format: Adult Hits
Dial Position: 104.5
www.chumfm.com
BBM S4 2007 - Toronto / AP12+ / Mon-Sun 5a-1a

Music Line Up Demographic Profile

Nelly Furtado Age/Gender: CHUM FM has a full cover reach of almost 1.2 Million
Rihanna Adults 25-54: 71%
Nickelback Adults 25-49: 63%
Justin Timberlake Female: 60% / Male: 40%
Fergie Education: Post-Secondary Education: 71%
Bon Jovi University / Post Graduate Education: 44%
Suzie McNeil HH Income: $75,000+: 51%
Timaland $100,000+: 32%
Madonna $125,000+: 18%
Maroon 5 HH Size: 3+ people: 74%
4+ people: 55%
Children <12: 34% (index 138)
Station Update Occupation: OMPs: 33%
Clerical, skilled sales, skilled service, service worker
• Chris Biggs hosts
The Sound Lounge Lifestyle Profile
Mon-Fri 7pm-11 pm Activities: Do aerobics, xcountry ski, cycle, downhill ski, garden,
and live to air every hike/camp, play hockey, in-line skate, play racquet
Friday night from C- sports, yoga and Pilates and regularly go to the spa.
Lounge. Rent videos/DVDs, eat out at family, fast food, chicken,
• Richie Favalaro is pizza, burger and sub/sandwich restaurants, go to
live every Saturday movies, nightclubs, professional sporting events and
night from The Court regularly go amusement/ theme parks.
House. They go to an art gallery/museum, have attended a
• John Woodlock ballet performance and try their luck at the casinos.
hosts weekends. Home: Homeowners: 55%
Home improvement Spending: 59%
Home improvement spending $20,000+: Index 114
Spending: Camera equipment, women’s/men’s/children’s clothing,
computer equipment, electronics, sporting goods,
video systems/games, vacations and new vehicles.
Investments: RRSPs: 59%
RESPs: Index 141
Mutual Funds: 46%
On-line Banking: 62%

47
Full Coverage Reach = 1,166,300 Toronto CMA Reach = 885,800

8.6 10.0

10.8
19.1

22.7

28.7

Teens 18-24 25-34 35-44 45-54 55+

88,300 95,900 201,400 254,500 169,800 75,900
10.0% 10.8% 22.7% 28.7% 19.1% 8.6%

AUDIENCE PROFILE
Male –– 40%
Male 40% // Female
Female -- 60%
60%
18-49
18-49 -- 73.5%
73.5% 25-44
25-44 -- 51.4%
51.4% 25-54
25-54 -- 70.5%
70.5%

•• Owner,
Owner, Manager,
Manager, Professional
Professional 33.4%
33.4%

•• Post-
Post -Secondary Education
Post-Secondary Education 71.1%
71.1%
•• College
College 26.8%
26.8%
•• University
University Degree
Degree 22.0%
22.0%
•• University/Post
University/Post Graduate
Graduate 44.3%
44.3%

•• HHLD
HHLD Income
Income $$ 60,000+
60,000+ 62.0%
62.0%
•• HHLD
HHLD Income
Income $$ 75,000+
75,000+ 50.6%
50.6%
•• HHLD
HHLD Income
Income $100,000+
$100,000+ 31.8%
31.8%
•• HHLD Income
HHLD Income $125,000+
$125,000+ 17.8%
17.8%

Source: BBM S4 2007 - Toronto CMA

48
EWS & TRAFFIC
49
 SPONSORSHIPS

Major News
News
 Opening ID
Updates
 Opening ID
 Monday – Friday, 5:30am,
 Monday – Friday, 6:00am,
6:30am, 7:30am, 8:30am, 4:30pm
7:00am & 8:00am
5:30pm & 6:30pm
 Minimum 5 occasions weekly
 Minimum 5 occasions weekly
rotating through all times
rotating through all times
 Accommodates only 30-second
 Accommodates only 30-second
creative --- $4,250 Weekly (5x)
creative --- $4,200 Weekly (5 x)

Traffic Reports
CHUM FM brings you important, up-to-the-minute Traffic Reports, Monday through
Friday, every week.

Traffic Package: $2,175 Weekly (5x)

Available in multiples of 5 Reports weekly rotating Monday to Friday x 13 weeks.

Opening intro, Report and 8-10 second tag.
All sponsors to rotate fully through the following Reports:

Morning Drive*: 5:15am, 5:50am, 6:12am, 6:50am, 7:12am, 7:50am, 8:12am &
8:50am
Afternoon Drive*: 3:50pm, 4:44pm, 4:59pm, 5:44pm, 5:59pm, 6:44pm & 6:59pm

*Times are approximate.

3. Future campaign plans

50
The eventual purpose of the integrated marketing campaign for frustrated as well
as the CRM building through the microsite is to launch the story of a printer
campaign. Through the promotions and sweepstakes

4. Out-Of-Home/Guerrilla Marketing

Two months into the regular campaign (starting in November) and lasting a month
for promotions, there will be a small additional spot on TV and Radio ads to
mention a ―throw-out-your-old-printer-day‖ and for consumers to go on the
microsite for full details of the special promotion. Since Brother is slanted towards
eco-friendliness, the company will offer to pay the city of Toronto and Vancouver to
collect printers in addition to regular garbage from individuals who choose to
participate during a specific garbage week. On the side of the garbage trucks, a
large sign with the word ―frustrated?‖ printed with a Brother logo clearly represent
the company behind the promotions. This mini-PR campaign will be set to show
consumers that Brother caters to their environmental consciousness, and raise
more awareness through this semi-guerrilla tactic.

COST: Figures are based on Transit prices of Bus board ads with the same GRPs
(50) with 238 panels and an extra 30% mark-up and assembly cost from
municipalities since it is not a standard advertising vehicle as well as a $50
additional space cost per garbage truck for the extra printer space. A 2-color 3ftx8ft
vinyl banner will cost roughly $85 (www.buildasign.com).

$77,350 (cost) / 4 (one week out of the 4 weeks)

+ 30% (mark-up)
+ $11,900 ($50 x 238 panels)
+ ($85 x 2 sides x 238 panels)
= $ 75,565

51
*Media Digest 06/07, Canadian Media Directors’ Council

5. Print

The two print advertisements for Brother Printers are magazine oriented with a
both a humorous and informative format to utilize this particular media to its up
most potential. The decision to do this type of print ad is based on the fact that
Brother’s objective for this campaign is brand awareness and to stand out from the
clutter that most magazines have with advertisements Brother will have to be
different. The optimal form for achieving the brand awareness aspect of the
campaign is to get the attention of consumers and a humorous and informative
advertisement can accomplish this for Brother. The print campaign will take place
in national magazines across Canada that reach the large markets of Toronto,
Vancouver, and Montreal that the campaign has targeted as being important for
increasing brand awareness.

6. Storyboard

The TVC will be placed in CTV from September to June. It will be placed on two
different programs namely: The Local Evening News (Monday to Friday) and
Celebrity Apprentice (once a week).
We have decided to place the TVC in these two programs since The News and
The Apprentice draw a viewership of 1, 547,000 and 1,185,000 19 respectively.
There is a total of 1,904,700 household in Toronto with an average income of
$91,688 per household.20
The commercial is basically about a typical suburban family whose household gets
woken up one night by a strange commotion. From the master’s bedroom, a
strange and supernatural man pops out of nowhere and startles the parents by
making uninvited noise. The parents freak out and this woke up the kids. The two
children run upstairs to their parents’ room armed with a bat and a teddy bear only
to find a malfunctioning printer that is making a lot of noise instead of a noisy
supernatural creature.
The commercial highlights the problem with most printers sold in the market today
– to bother people when they least expect it. The consumer insight is having that it
would be great to have a printer that actually functions on queue and does not act
up when in the most unexpected moments.

19
http://www.popjournalism.ca/pop/news/2006/00212nationalratings.shtml
20
CARD

52