CABLE & WIRELESS

Global Star Awards

Internal Promotions Proposal

 

2001: A Spain Odyssey

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CAMPAIGN GOALS

 

Smith Fairfield, Inc. has been given the mandate of taking the “Global Star Awards” to the next level. And it’s clear to us that by keeping “star treatment” at the core of our creative thinking, we will be well on our way of achieving that overall program goal. Integral to the success of going to the next level is bringing the internal promotions campaign there too. Consequently, SFI has focused its creative energies on fashioning messages that will be delivered via creative mediums designed to excite, engage and encourage staff to excel, knowing the star-studded reward that is to follow.

 

CAMPAIGN THEME

 

Star treatment. It’s all about me. And for four glorious days it will be “all about me” to Cable and Wireless’s top 100 sales staff as they feel like they’re living the life of a movie star. Which makes for a natural choice of themes. The “Global Star Awards” promotion is going Hollywood…..Spanish style!

 

And what would Hollywood be without movies, its stars and the movie moguls behind the scenes? SFI is bringing it all to a promotions campaign near you! Casting of the stars will play itself out over time. And the moguls have already chosen the producers to begin the making of this “next level” epic. We now just need a name for this campaign disguised as a movie. And considering SFI plans a larger than life experience that will undoubtedly make staff look forward to the future, what better name could be chosen than “2001: A SPAIN ODYSSEY.”

 

By way of internal advertising, promotions and public relations, SFI hopes to capture the imaginations of staff and convince them they’re involved in a bigger than life event worthy of the Hollywood screen!

 




 

 

CABLE & WIRELESS

“Global Star Awards”

Promotions Components*

 

Here’s Looking At You…..Star

 

                        



 

I.          ADVERTISING


A.  POSTERS:

 

PROJECT: POSTERS (1 run of 500, no frame, tacked on wall)

BUDGET

Drop Date:

 

 

 

1) Printing

$ 3,816.00

2) Proofs

$ 450.00

3) Creative (Concept, Copywriting, Layout)

$ Included

TOTAL:

$ 5,500.00

 

B.  DIRECT MAIL:

 

1)   Holiday Card sent from American Spanish Embassy or with “Spanish” envelope imprint

2)   Humorous “Running of the Bulls” (February 15, 2001)

3)   Postcard (March 15, 2001)

4)   Custom Robin Leach audio tour of trip (January 15th, 2001)

5)   Video Brochure (100 Global Star Winners)

 

PROJECT: DIRECT MAIL Holiday Card (1,5k count)

BUDGET

Drop Date:

 

 

 

1) Production (Printing, Stock, Postage from U.S.)

$ 1,950.00

2) Creative (Concept, Copywriting, Layout)

$ Included

TOTAL:

$ 1,950.00

 

PROJECT: DIRECT MAIL POST CARD #1 February 15th (1,5k count)

BUDGET

Drop Date:

 

 

 

1) Production (Printing, Stock, Postage from U.S.)

$ 3,420.00

2) Creative (Concept, Copywriting, Layout)

$ Included

TOTAL (before cost revision to 1,5k) :

$ 3,420.00

 

PROJECT: DIRECT MAIL POST CARD #2 March 15th (1,5k count)

BUDGET

Drop Date:

 

 

 

1) Production (Printing, Stock, Postage from U.S.)

$ 3,420.00

2) Creative (Concept, Copywriting, Layout)

$ Included

TOTAL (before cost revision to 1,5k) :

$ 3,420.00

 

 

 

 

 

 

 

PROJECT: CUSTOM AUDIO CASSETTES (1,5k count)

BUDGET

DROP DATE:

 

 

 

1) Production (Studio)

$ 100 1 hr.

2) Typesetting and Cassette Imprint/1,5k)

$ 150.00

3) Distribution (PENDING NUMBER)

$ 100.00

 

 

5) Duplication (3k)

$ 795.00

6) Cases (3k)

$ 165.00

7) Creative (Copywriting, Project Mgmt.)

$ Included

8) Duplication Mastering

$ 20.00

TOTAL:

$ 1,330.00

 

 

PROJECT: VIDEO BROCHURE FOR 100 WINNERS (5-10 min.)

BUDGET

DROP DATE:

 

 

 

1) Production (Stock shots, editing, Graphics)

$3,500.00

2) Cassette Label Printing

$ 25.00

3) Distribution

$ 300.00

4) Creative/Copywriting

$ Included

5) Producer Fees

$ Included

6) Cassette Packaging (Movie Reel Tin)

$ 600.00

7) Cassette Duplication

$ 300.00

8) Voice Over Narration

$ 375.00*

TOTAL:

$ 5,100.00

 

C.  E-COMMERCIAL:

 

1) E-commercial from President and/or other VIPS encouraging their best efforts and promising staff it will be worth it.

 

PROJECT: E-COMMERCIAL BLASTS (2 COUNT)

BUDGET

DROP DATE:

 

 

 

1) Video Production (studio, editing, distribution)

$12,000.00

2) Copywriting

$ Included

3) Design

$ Included

4) Producer’s Fee

$ Included

TOTAL:

$12,000.00

 

 

 

 

 

 

 

 

II.         PROMOTIONS

 

A.  Giveaways, Etc.

 

1)   Director’s Chairs to top Sales Management with name imprinted (65 COUNT)

2)   Beach towels with poster logo

 

 

PROJECT: PROMOTIONAL GIFTS

BUDGET

 

 

1) TBD

 

2) Director’s Chairs (150 count/ “Bar Height”

 

TOTAL:

$

B.  Wall-Sized sales staff progress charts posted in prominent places and graphic portion that shows sales stats to be something Spanish or Global Starish that increasingly reveals itself as sales increase (e.g. rose, the award itself, bottle of sangria)

 

PROJECT: WALL STAFF RANKINGS (50 COUNT)

BUDGET

Drop Date:

 

 

 

1) Printing and Paper (includes both “fill-in” image and banner design)

$6,000.00

2) Distribution

$ 750.00 ( $15 x 50)

3) Creative

$ Included

TOTAL:

$ 6,750.00

 

 

C.  Cable and Wireless “Wall-of-Fame” Plaque

 

1)   Begin a tradition, similar to the Hollywood “Walk-of-Fame” of a wall dedicated to Global Stars where you see stars with winners’ names engraved on them and they’re all on a plaque

 

PROJECT: “WALL-OF-FAME” Plaque

BUDGET

 

 

1) Award (Plaque, Mount, Engrave Stars)

$ 1,500.00*

2) Creative Consultation with Awards Company

$ Included

TOTAL:

$1,500.00*

 

 

 

D.  WEBSITE

 

1)   Bi-Monthly features to include event or day trip profiles (Content)

2)   Staff profiles (Content)

3)   Testimonials of “Why I want to be a Global Star” (Content/Contest)

4)   Staff Sales Progress (Staff Rankings)

 

 

PROJECT: Website

BUDGET

Launch Date:

 

 

 

Project Management

$ Included

Design Concepts

$ Included

Content

$ Included

Graphics Production

$ 2,000.00

Programming

$ Cable & Wireless Technical

TOTAL:

$ 2,000.00

 

 

E.  VIDEO FOR OFF-SITE MEETINGS (Sanoma, NIA)

 

PROJECT: VIDEO (Power Point Presentation)

BUDGET

 

 

 

 

1) Production (Editing, Dupe 2 copies)

$ 400.00

2) Copywriting

$ Included

3) Producer Fees

$ Included

 

 

TOTAL:

$ 400.00

 

      

III.       PUBLIC RELATIONS

 

A.  Website (See previous cost breakdown. No add’l costs)

 

1)   Pictures from the field of various sales staff in the trenches

2)   Intranet and newsletter designed in content and style ala Variety Magazine

 

 

B.  2002 Trip Traveling Show

 

1) Video Photo Album of Spain trip

 

PROJECT: VIDEO/STILLS PHOTO ALBUMN OF TRIP (approx. 20 min.)

BUDGET

 

 

1) Camera/Videographer

 

2) Video Post-Production Editing

 

3) Tape Stock

 

4) Photographer

 

5) Duplication (2 VHS copies)

 

6) Narration Recording

 

7) Recording Studio (1 hr.)

 

8) ‘America’s Trip Stock Shots’

 

9) Copywriting

$ Included

10) Producer’s Fee

$ Included

TOTAL:

$ 15,000.00*

 

 

 

SUB-TOTAL (does not include sunglasses cost and out-of-pocket expenses such as courier, fees, etc.)

$ 88,066.00

10% Contingency

$ 8,806.60

TOTAL:

$96,872.60

 

 

C.  Media Coverage

 

1)   Attempts at Spanish Media Coverage

2)   P.R. materials drafted and released to trade and local newspaper if requested

 

 

IV.      Announcement of Awards

 

1)   Method TBD

 

 

* Items that either are not a part of the internal promotions campaign, should be considered “annual” recurring costs or should have Budget shared with next year’s budget