Introduction to Advertising COMMS230M001

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TABLE OF cONTENTS

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Exe c u t i v e S u m m a ry

S i t u a t i o n a l An a lys i s

Ad v e r t i s i n g P l a n

S t r a t e gy

C r e a t i v e P l a n

P r o m o t i o n

M e d i a P l a n

E v a l UAT I O N

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EXECUTIVE

SUMMARY

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TARGET

MARKET

ADVERTISING

STRATEGY

CREATIVE

STRATEGY

PROMOTIONS MEDIA PLAN

This campaign is directed at males 18-

24 who refer to themselves as

"slammockers." Slammockers need a

secluded place to spend quality time

with their companion of choice. These guys

are spontaneous, outdoorsy, and love creating connections

with people.

The "In an Eno" campaign will show Slammockers that there is no better

place than an ENO to become close with

someone, both physically and

emotionally. No matter where you

hang it, you can find seclusion,

companionship, love and more in an ENO.

Since Slammockers are avid technology

users who are always on the go, we will be

using social media and digital ads, as

well as utilizing travel locations such as

airports, subways, and highways for out- of-home advertising. We will also rely on

traditional media platforms such as

magazine print and television

commercials.

Our campaign emphasizes ENO's unique ability to create secluded havens in which

Slammockers can feel connected to their special someone. Since this looks

different for everyone, we want to highlight ENO's versatility in

producing experiences that fit each

individual. Our ads will portray Slammockers and their companions

enjoying their very own tailor-made

moment, "In an ENO."

Our promotion will encourage

Slammockers to post pictures of

themselves with their +1 in an ENO on

Instagram, Twitter, or Facebook. Each post

will count as an entry for a random

drawing, in which the winner will receive an

all-inclusive backpacking trip to

the Swiss Alps.

SITUATIONAL

ANALYSIS

BRAND BACKGROUND

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BRAND EVALUATION

ENO Hammocks originated as an entrepreneurial endeavor in 1999, and became majorly successful as a result of their connection with people who have a passion for adventure and travel. With the increasing participation in outdoor activities, they have grown to be the industry’s leading provider of ingeniously crafted parachute hammocks. ENO revolutionized the adventure accessory market with the introduction of their hammock suspension system and made it accessible and travel friendly; an easy choice between them and their competitors.

Since its creation, ENO has strived to encourage nature lovers and city dwellers alike to spend time outdoors. Their main objective is to provide the consumer in their market with the highest quality relaxation products to enhance the experience of any adventure. The versatility, durability, compactness, and user-friendliness of the product achieves this goal in making it easy for people to hang their hammocks wherever they are, with whoever you choose. This unique benefit, along with its style and level of quality is the reason that ENO has become well known within Generation Z as a trendy brand; attracting those who are laid-back, spontaneous, and always prepared for an adventure.

SWOT ANALYSIS

S S T R E N G T H S

100% trilobal nylon fabric which is waterproof and flexible Market leader Growing popularity of active lifestyle Versatile because of travel packaging and ready-to- use set up Strong social media presence and following

W E A K N E S S E S Higher price than average competitors Current target market is narrow to adventure gurus Only available for purchase online or in adventure stores Does not currently have a strong advertising presence

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W O T O P P O R T U N T I E S

Expand target market to include those who want to use hammocks for leisurely entertainment Growing popularity for outdoor entertainment Create a presence in the advertising industry

T H R E A T S Part of a saturated market Competitive nature of the outdoors equipment industry

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DIRECT INDIRECT COMPETITIVE SUMMARY

S T R E N G T H S Comes with accessories Provides protection with rain tarp and bug net Only weighs 2 lbs 1 oz

W E A K E N E S S E S More expensive than ENO Only holds 200 lbs Less durable than ENO

S T R E N G T H S Less expensive than ENO and holds more weight Triple interlocking stitching for durability Comes with ropes and carabiners

W E A K E N E S S E S Some styles don't come with straps Have to buy additional accessories separately Smaller than ENO

S T R E N G T H S More coverage Fits more people Comes with rain fly

W E A K E N E S S E S Harder to construct Less comfortable More expensive

S T R E N G T H S Only construct it once Better for the aesthetic of a home Comes with a base, doesn't need trees

W E A K E N E S S E S Cannot be transported Much more expensive Less capacity

PROBLEM STATEMENT

ENO Hammocks fails to emphasize the

connections that can be developed through

a shared intimate space with that special

someone.

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ADVERTISING

PLAN

Make the target market aware that the ENO DoubleNest is the best camping hammock, primarily through digital and social media advertising

ADVERTISING OBJECTIVES

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Ads that convey specific types of connections and experiences that slammockers can have in an ENO

Emphasize the wide range of possibilities that ENO provides due to its versatility

Increase ENO Hammock sales through an effective ad campaign

TARGET MARKET

ANALYSIS

Our target market lives primarily in the Western United States

However, Slammockers can be found in any suburb that has an element of city life while still being in close proximity to untouched nature

Our target market is made up of males 18-24

Slammockers are active, live in suburban regions and attend college

Since they are full time students, they work part time jobs

They spend their free time dating, hanging out with friends, and getting away from the hustle and bustle of daily life.

D E M O G R A P H I C S

G E O G R A P H I C S

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"SLAMMOCKERS"

Slammockers are fun-loving, outdoorsy, strong-willed and driven guys

More than anything, they want to connect with someone on a deeper level

They are super extroverted and love getting to know new people

However, they fear rejection and struggle with confidence when it comes to dating

On a typical day, you can find them at the gym after a long day of studying

One of their favorite places to meet new people is at their apartment’s hot tub

One of their favorite date activities is escaping to the mountains to hammock

Love summer because they can spend more time out doors

Enjoy spontaneous road trips

Though they live in a variety of settings, they are similar in that they love to get outside and live an active lifestyle

Slammockers don't like to be idle, they prefer to fill their day with sports, social activities, and studying

Love scrolling through social media, especially instagram, but also active on Twitter and Snapchat 

Always down for a 2:00 AM food run with friends

Fun-loving, magnetic personalities that people want to be around

P S Y C H O G R A P H I C S

B U Y I N G B E H A V I O R

They are in the market for products such as sports accessories, environmentally friendly water bottles, easy meals, athleisure wear, and comfortable, stylish street shoes.

They like cheap and easy dates (unless she’s really special)

They’re always looking for good deals on quality brands, such as Nike, Patagonia, Hydroflask, Ray-Ban, Billabong, Converse, and In N’ Out

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This is Trey.

22 years old

From Portland, Oregon

Studies at University of Colorado Boulder

Summer sales bro

Ladies man

Gym rat

Mama's boy

In n' Out enthusiast (but always down to try

something new)

Enjoys ballin' with his boys

Has a soft spot for puppies

Comes off as a player, but deep down he craves real

connection

Loves to hammock, but never alone

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Trey is a slammocker.

9 : 0 0 A M Trey wakes up and grabs a bowl of Frosted Flakes for breakfast, scrolling through Instagram while he munches. He gets ready for the day, throwing on his favorite Patagonia sweatshirt and Nike joggers before heading out the door.

1 0 : 0 0 A M He leaves his apartment to walk to class, which will keep him busy until 1:00 PM.

1 : 0 0 P M He hits up the campus food court for lunch, ordering his regular Chick-fil-A sandwich and fries. Today he wants to treat himself so he throws in a seasonal peppermint milkshake.

DAY IN THE LIFE 5 : 0 0 P M Trey tries to knock out some English homework, but gets sidetracked checking Sports Illustrated and notices a sweet ENO ad.

6 : 0 0 P M It's time for Trey's date with Erin, the girl he matched with on Tinder. First they will get dinner, then they'll head up the highway to the mountains. He grabs his ENO on the way out-- he never leaves on a date without it (just in case).

9 : 0 0 P M Trey and Erin are in the hammock. We'll leave the rest to your imagination...

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3 : 0 0 P M Trey heads to the gym to lift. It's leg day, but he's taking it easy since he's got an intramural basketball game tomorrow.

CURRENT

Currently, the target market is very aware of ENO, but those outside of the target market are unfamiliar with it. We decided to focus on increasing brand loyalty among the target market, rather than trying to introduce it to a new one.

Our campaign will convince Slammockers that ENO is not only a durable, high quality camping hammock brand, it is superior to its competitors for a unique reason. Unlike other brands, ENOs provide a bonding experience meant to be shared with loved ones. This will appeal to the target market's emotional sensitivity and establish brand loyalty in the purchase funnel.

DESIRED

PRODUCT POSITIONING

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RESEARCH FINDINGSS U R V E Y We conducted a survey with 118 responses. Based on our secondary research, we had determined that our target market was males ages 18-24. After analyzing our survey results, we learned “being alone” had the strongest correlation to negative emotions among respondents, and 75% of our respondents are single but wish they were in a relationship. We also learned that the following statements resonated with our respondents, depicted in the pie charts below.

0 20 40 60

Hiking

Being alone

"Unplugging"

City life

Big social groups

One-on-one interaction

Nature

Wild animals

Agree 46.2%

Strongly Agree 34.6%

Neutral 17.3%

Disagree 1.9%

"I feel happiest when I'm with other people"

What type of hammock most appeals to you?

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Which of these generates fear or negative emotions for you?

"I value one-on-one time with my friends"

Strongly Agree 57.7%

Agree 34.6%

Neutral 7.7%

Single 86.3%

Double 11.8%

Neither 1.9%

Making out with a girl in an ENO isn't PDA because no one can see it. It's secluded and private.

F R I E N D S H I P G R O U P We decided to get to know our target market so we talked with a group of four college guys who are always down to hammock. Right off the bat, we learned that these guys’ sole intention when it came to hammocking was to be with girls, or at the very least, friends. They put on a tough-guy persona, but eventually admitted that there’s nothing more they want than to be in a relationship. This brought up a new and valuable insight for us— hammocks are more than just a way to enjoy nature, they are a convenient getaway destination in which real connections can be formed.

My love languages are quality time and physical touch, biggest fears are being alone and FOMO.

I feel more relaxed in nature. My ideal date would be doing something outdoors with a girl.

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What is the first word that comes to mind when you think of ENO Hammocks?

If an ENO ad had a girl in it, or a couple, where they are outside spending time together, I'd be sold.

I don't go hammocking as often as I'd like because I don't have people to go with and it's not fun to go alone.

If I had to describe myself in three words, I would say outgoing, confident, and determined.

G I R L S

S L A M M O C K I N G N A T U R E

C U D D L I N G B E S T

H A M M O C K B R A N D

STRATEGY

For Slammockers who crave connection, ENO

Hammocks provides them with an intimate sanctuary where they can cozy up with their

cutie.

S U P P O R T Slammockers are adventurous, but value personal connection and prefer

adventuring with a companion rather than by themselves. ENO's DoubleNest hammock provides just that-- adventure that can be shared

and turned into a bonding experience.

STRATEGY

STATEMENT

CONSUMER

INSIGHTS

BRAND

INSIGHTS

KEY INSIGHTS

P R O B L E M R E S T A T E D ENO Hammocks fails to emphasize the connections that can be developed through a shared intimate

space with that special someone.

Slammockers most value quality time and feel happiest when they are with other people

They are single and looking to get into a relationship

They are lovers of nature and enjoy being active

They have busy schedules with work and school, but want to spend free time creating and developing connections

ENO Hammocks offers versatility in their unique, high quality strap suspension system (if you have two supporting structures, you can hang your hammock)

The product itself is compact, allowing convenience in its ability to be taken anywhere without hassle

One purchasing option is a DoubleNest hammock, which has the capacity for you and whoever you choose to spend quality time with

The enclosed nature of the product provides a secluded space for private moments

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CREATIVE PLAN

CREATIVE STRATEGY

TONE AND MANNER

In the "In an ENO" campaign, the ads will depict unique experiences that can be shared in an ENO. Each ad will convince our Slammockers that an ENO is better when it's shared.

Our ads will be warm and inviting with a romantic flare. We will use

photos of different couples sharing moments together in their

hammocks. The moments will be personal and unique. These ads will

evoke a desire in our Slammockers to recreate the same kind of

connection they see in the pictures.

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So far, hammocks have been advertised to adventure gurus and

hiking connoisseurs. They've been used for the purpose of convenience

on large camping trips. But, in recent years, they have grown in

popularity and their consumers have become more diverse. In our

research, we found that many hammock users aren't tree huggers at all.

They use hammocks to create places in nature where they can spend

some one-on-one time with the person of their choice. We wanted to

highlight that group and appeal to them specifically with this campaign.

"In an ENO" should inspire our target market to grab their hammocks,

invite their significant other, and snuggle up anywhere that they desire.

WHY DID WE CHOOSE THIS STRATEGY?

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Since we established that our Slammockers are avid technology users, we knew that digital media ads were a must

have. ENO aims to produce a strong presence on social media, so we decided an Instagram ad would be perfect for

this campaign. Since Slammockers are avid Instagram users, they are likely to respond positively to this ad.

D I G I T A L A D S

Amanda and Jared brought their new puppy on a backpacking trip for the weekend. Their ENO DoubleNest usually fits two, but in this case they'll make an exception...

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A L T E R N A T I V E A D S

We decided to put an ad on a billboard

because our Slammockers are constantly

on the move and in search of their next

adventure. This ad was placed in this spot

because it is short, sweet, and to the

point, making it perfect for those on the

go. Since this is a fun and light-hearted

ad, we felt that those driving by would

enjoy the comedic relief after a long day

on the road.

H I G H W A Y B I L L B O A R D

We chose to put this ad in an airport so

that Slammockers headed to their next

destination will remember ENO wherever

they go. Since ENO Hammocks are very

compact and easy to travel with, our

consumers are able to take their ENO with

them on any vacation. You never know

when or where you will run into someone

to share your hammock with.

A I R P O R T G A T E A D

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S H O P P I N G M A L L A D Although Slammockers love spending time outdoors, they also feel pressure to keep up with trends and have to update

their closet every once in a while. Placing an advertisement outside a Nike, Patagonia, Vans, or Ray-Ban store will catch

these guys’ attention while they are conveniently already in the mindset of spending their money.

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T V S P O T

For our video spot, there

will be a series of short clips

showing different things

that couples might do "In

an ENO." Romantic music

will begin playing in the

background on the first clip

and play throughout the

rest of the advertisement.

The phrase "In an ENO" will

remain on the screen as the

different clips pass by and

the noun changes. The

music will fade slightly and

the screen will switch to a

neutral color with words

explaining that

togetherness is "In an ENO."

FLIRTING IS IN AN ENO ATTRACTION IS IN AN ENO

SPOONING IS IN AN ENO

KISSING IS IN AN ENO ROMANCE IS IN AN

ENO

MEMORIES ARE IN AN ENO

SHE IS IN AN ENO

HE IS IN AN ENO

THEY ARE IN AN ENO

BECAUSE THEY FIT TOGETHER.

AND TOGETHER, THEY FIT IN AN ENO.

TOGETHERNESS IS IN AN

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PROMOTION

P R O M O T I O N A L P L A N

Our promotional plan encourages Slammockers from all over the world to

participate in a social media challenge that could win them a trip to the

Swiss Alps.

In order to enter, applicants simply post a picture of themselves and their

loved ones enjoying their DoubleNest hammock.

In the caption, applicants explain why they love their ENO and how it

strengthens their connections with others.

Each post counts as one entry, posting on multiple social media platforms

counts as multiple entries.

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MEDIA PLAN

M E D I A S T R A T E G Y

For our digital ads, we decided to focus on

popular social media such as Instagram because

of its high levels of daily engagement.

We also created ads for sports websites. Social

media and sports networks are where our

Slammockers spend the majority of their online

time so we figured we could most easily reach

them there.

We chose to focus on TV commercials, highway

billboards, airport gates and shopping malls for

our alternative ads because we felt like those

locations would best engage our target market.

These ads are placed in areas that Slammockers

would see during their travels and everyday

activities.

Our print ads will be placed in magazines such as

REI and Sports Illustrated. This will engage both

the lovers of adventure and the outdoors as well

as our target market who enjoys staying updated

with the sports world.

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B U D G E T S U M M A R Y

S C H E D U L E

Our “In an ENO” campaign will run from the months of May - July and then again from September - November. The Summer is the ideal time for Slammockers to hammock because the weather stays warm well into the night, or prime dating time. We decided to run the campaign again in the Fall because it is still warm enough to go on some adventures and an ENO would make a great Christmas gift. The later months of the year are filled with deals and discounts that would likely increase engagement with our ads.

TV Commercials 25%

Airport 20%

Online Banner ads 20%

Magazine Ads 10%

Billboard 10%

Instagram Ads 10%

Shopping Mall Ads 5%

$1,000,000

$250,000

$500,000

$500,000

$500,000

$1,250,000

$1,000,000

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EVALUATION

KEY PERFORMANCE INDICATORS

SALES OF ENO HAMMOCKS BETWEEN MAY-JUNE AND SEPT- NOV1 2

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NUMBER OF ENTRIES IN THE PROMOTIONAL SWISS ALPS GIVEAWAY

MEASURE SOCIAL MEDIA ENGAGEMENT

NUMBER OF CLICKS ON ALL DIGITAL ADS LINKED TO ENO'S WEBSITE

Our “In an Eno” campaign will generate more sales during May-June and September-November because it runs within the seasons that allow the most outdoor activity. As people see the campaign and are inspired, they will be able to buy and use their ENO right away.

Since our primary platform on social media is instagram, we will monitor the amount of interactions the enohammocks account gets through Instagram’s analytics, such as comments, likes, views, and shares.

We are going to track how many visitors ENO's website gets and find out what percentage of those visitors come from clicking on the digital ads and lead to sales.

With the timing of our campaigns, we expect a high demand for ENO hammocks. This demand should generate thousands of entries into our giveaway therefore giving the brand a lot of positive exposure.

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