Speck-Go Laptop Case Communication Plan

By: Sydney Dixon April 3, 2014

Table of Contents

Research Synopsis…………………………………………………………………………………………………………..3

Executive Summary………………………………………………………………………………………………………11

Situation Analysis…………………………………………………………………………………………………………15

Target Audiences……………………………………………………………………………………………………….…19

Goals and Objectives…………………………………………………………………………………………………..…23

Strategies………………………………………………………………………………………………………………...... …26

Tactics………………………………………………………………………………………………………………………….29

Timeline……………………………………………………………………………………………………………………….36

Budget…………………………………………………………………………………………………………………………38

Evaluation……………………………………………………………………………………………………………....……41

RESEARCH SYNOPSIS

3 Research Synopsis

Overview and History

Speck is a U.S. company based in Mountain View, California that makes protective cases for portable electronic devices, including iPhone, MacBook, iPad, Android devices, tablets and eReaders. Speck was founded in 2001 by a group of California-based engineers

– Ryan Mongan, David Law and Tony Lillios. Irene Baran joined Speck as CEO in 2006.

Speck’s products are designed by an in-house design group. Speck is known for its cases that are both functional and easy to carry. Speck opened a retail store in 2011 in Palo

Alto, California where it houses a complete collection of Speck cases and serves as a laboratory for the company. Speck’s products are sold worldwide in Apple Store locations as well as Best Buy, Target, AT&T, Verizon, T-Mobile and other retailers.

Speck is committed to bringing the most exceptional products to its customers through its bold logo, fun team and fresh design philosophy. The company is dedicated to creating perfectly-fitting, insanely-styling protective cases for iPhone, MacBook, iPad and other gadgets.

Mission Statement

“Speck is obsessed with designing iPhone and smartphone cases that complement your favorite gadgets, look sharp and feel just right. When we start working on a new case, we ask ourselves: How can we make your life easier? What will make you smile? That’s what inspires us to architect cases that don’t just protect smartphones, laptops and tablets

– they also contain clever details we hope will spark delight in you.”

4 Current Products

Speck makes protective cases for brands including Apple, Samsung, LG, Google, HTC,

Motorola, Verizon, Nokia, Kindle and Nook. Current products include all types of smartphone, laptop and tablet cases. Speck products include its CandyShell line, PixelSkin

HD and FabShell for smartphones; FitFolio and SmartShell for tablets and eReaders; and

SeeThru and SmartShell lines for MacBook. The smartphone cases offer everything from dual-layer protection and slim-fitting designs to useful features like card-carrying slots and viewing stands. The laptop cases range from ultra-thin and lightweight to intense color and slim-fitting protection. The tablet cases offer right-fitting durable cases to help get more out of the tablet.

Apple cases iPhone: iPhone 5S/5, iPhone 5C, iPhone 4S/4 iPad: iPad Air, iPad mini Retina, iPad mini, iPad 2, iPad 3, iPad 4

Macbook: Macbook Pro Retina, Macbook Pro, Macbook Air iPod: iPod Touch 5G (16GB), iPod Touch 5G, iPod Touch 4G, Nano 6G

Samsung cases

Smartphone: Galaxy S5, Galaxy S4, Galaxy S4 Mini, Galaxy Note 3, Galaxy SIII

Tablet: Galaxy Tab 3, Galaxy Note 8, Galaxy Tab 2 10.1, Galaxy Tab 10.1

LG cases

Smartphone: LG Nexus 5, LG G2

Google cases

Smartphone: Google Nexus 5

Tablet: Google Nexus 7 (2013), Google Nexus 7 (2012)

5 HTC cases

Smartphone: HTC One (M8), HTC One, HTC One Mini, HTC Vivid, Windows Phone 8X, HTC

One X, One X+

Motorola cases

Smartphone: Moto X , Droid Ultra, Droid Maxx, Droid Mini

Verizon cases

Tablet: Ellipsis 7

Nokia cases

Smartphone: Nokia Lumia 920

Kindle cases

Tablet: Kindle Fire (2011 and 2012), Kindle Keyboard, Kindle Touch

Nook cases

Tablet: Nook HD, Nook HD+, Nook Tablet, Nook Color

Current Projects

Speck recently announced at the Consumer Electronics Show (CES) closing the gap between protection and style with a lineup of new cases for iPhone, iPad and Android. The lineup is called “CandyShell Inked.” The lineup of new cases is “skillfully designed for style, while also guaranteeing military grade protection in a slim-profile case.” Another recent announcement from Speck is the revealing of “Pantone Color of the Year.” The 2014 Color of the Year was Radiant Orchid, a light purple color. Speck’s Color, Materials, & Finishes

(CMF) team, inspired by this year’s color, is devoted to listening to what customers want in the future and will be designing all the devices with the latest style and this year’s color.

6 Speck has many different on-going projects “to craft the best cases and discover the freshest ideas” to deliver to its customers.

Competition

Speck’s main competitors are Belkin, Incase Designs, Case-Mate, iSkin and Zagg, which sell cases for products similar to Speck.

Current Positioning

Speck was featured on the Inc. 5000 fastest growing private companies list in 2006,

2007, and 2008 and has been ranked as high as #41. Speck’s products are sold worldwide with over 15 retailers. Speck sees cases on TV, movies and in the hands of celebrities every day.

Target Audiences/Attitudes

Speck’s target audience is comprised of a broad audience from teens and college students to middle-aged people and celebrities. These people are most likely to benefit and most interested in the latest technology. This audience would also be the main group to invest in Speck products. College students regularly use smartphones and laptops for class and studies, while middle-aged people and celebrities are likely to rely on smartphones and tablets for entertainment and everyday use.

Key Executives

In 2006, Irene Baran joined Speck as chief executive officer. Baran has 27 years of experience in the consumer electronics world. She started at Monster Cable in 1985, a small specialty accessories company, and served as chief operating officer for 16 years.

Mark Lemma is the chief financial officer and has worked in the accounting and finance

7 department since the ‘80s. Rusty Everett is the executive vice president of sales at Speck and is a 20+-year veteran in the consumer electronics business. Pamela Kelly is the vice president of global marketing and eCommerce. Tim Brophy is the vice president of manufacturing. Jarret Weis is the vice president of product development and got his start project managing accessories at Monster Cable. Weis has made his way from Monster Cable across to mobile, power cells, Apple and gaming.

Bryan Hynecek is the vice president of product design. Darryl Chang is the corporate controller. Tom Kenyon is the director of human resources. Owen Troy is the creative director at Speck. Troy has been working in consumer electronics for 11 years. Pamela

Dresbach is the senior director, customer service and fulfillment operations. Rich Morgan is the director and manages Speck’s supply chain operations.

Alex Fast is the director of information technology. Chris Gibbins is the director of global brand protection. Gibbins has 18+ years of experience in consumer electronics from territory management to product/business development. David Burns serves as the director of development. Chris Novak is the director of engineering and has 30 years of experience designing MacBook laptops at Apple. Ralph Merrem is the director of production and studied business prior to joining technology companies. Eric Ronberg is the director of sales and specialty retail and has been in the electronics industry for 14+ years.

Scott Harris is the director of sales at Speck and has been involved in the consumer electronics industry for nearly 15 years. Rajeev Mehta is the head of quality and his main focus at Speck is to elevate material and logistical quality standards.

8 Speck-Go Laptop Case

Speck’s new product will be sleek, stylish laptop-charging cases that will charge the laptop while also providing reliable outer protection. Speck’s products are centered on

“carrying less.” With this new product, customers won’t have to worry about carrying all the cords to charge his/her laptop. The product will be dual-functional by providing the laptop with protection and charging capabilities all in one. The product would be

References

Speck. “Speck Products.” Speck Products, 2014. Web. 3 Feb 2014.

Unknown. “Speck Products: The iDesign Interview.” Ilounge.com, 2014. Web. 3

Feb 2014. .

Unknown. “Speck Products.” Wikipedia, 2014. Web. 2 Apr 2014.

“Top 5 Mobile Tech-Savvy Campuses.” Collegexpress.com, 2014. Web. 17 Feb

2014. .

“National University Rankings | Top National Universities | US News Best

Colleges.” Colleges.usnews.rankingsandreviews.com, 2014. Web. 17 Feb 2014.

“Top Information Technology Schools.” Education Portal, 2014. Web. 17 Feb

2014. .

EXECUTIVE SUMMARY

Executive Summary

Situation Analysis

Speck provides protective cases that are important for portable electronic devices and provide full protection and functionality to the users. Speck is committed to having a more advanced functionality and usability between the consumers and machines. Research shows that Speck’s competitors such as Belkin, Incase Designs and CaseMate, have similar products and abilities but do not have the variety of cases for each product. Research also shows that Speck’s products target a wide audience from teens and college students to middle-aged people and celebrities. With the attention from this audience, Speck has the ability to attract more college students with the new product. By providing a product that is targeted toward specific target audiences, the product will encourage the consumers to take advantage of Speck’s products and have an easier experience.

Goals and Objectives

The creation of the Speck-Go laptop case aims to give consumers a way to use a product in a new way. The case will provide reliable protection and functionality for work and studies. The overall goal for the Speck-Go laptop case is to be successful in the product launch by showcasing the Speck-Go laptop case to 2,000 college and graduate students within the first three months of the college tour.

12 Target Audiences

The product aims to target college and graduate students as its primary audience to encourage them to buy the product for long-lasting productivity in class and studies. As its secondary audience, the product will target techy savvy users of any age who are involved and up-to-date in the consumer electronics world. Lastly, as a tertiary audience, the product will target people on the go and those who travel often – on business trips or pleasure.

Strategy

The strategic approach that the Speck-Go laptop case will apply in the launch of the campaign primarily aims to deliver the most functionality and protection for consumers of the product. The Speck team is known for being fun and innovative. Therefore, the CEO along with the team will be eager to help the consumers about the new Speck product.

Speck will implement social media to get the product known to the audience including on

Facebook, Twitter, Instagram and YouTube. Speck will also launch press releases and feature stories as well. After the product launch, videos will be uploaded on YouTube and linked to Facebook to show how the product works and how people interact with the product.

Tactics

The communication effort will be divided into three different phases. The first phase will be to raise awareness of the Speck products, specifically the Speck-Go laptop case. The second phase will be to have the audience get more involved with the launch of the Speck-

13 Go laptop cases, through The Speck College Tour. The third phases will be to engage the audience to get more involved with Speck and more informed about Speck and its products.

Timeline

The timeline of the Speck product campaign will begin in January 2014 and end in

January 2015. January to March will consist of the creation of the Speck-Go laptop case and implementing social media. April to June will consist mainly of gathering and putting together all of the media kit contents. July to September will be to finalize and send out the media kits. October to December will be finalizing the plans for the launch event and preparing for the event. January will be primarily on following up with the campaign with social media presence as well as press releases.

Budget

The overall total budget is $690,250.00, which includes out-of-pocket fees of professional service fees of $319,700 and a 10% contingency fee of $62,750.00.

Evaluation

To guarantee the overall success of the product, the campaign will monitor the progress at the end of each phase. Evaluation methods such as surveys and social media monitoring will be implemented. At the end of the campaign, the company will measure if goals were met by measuring the product sales, audience response and public participating. In addition to this, traffic and social media sharing will be conducted before and after the release of the Speck-Go laptop case.

SITUATION ANALYSIS

15 Situation Analysis

Protective cases are important for portable electronic devices and provide full protection and functionality to the users. There is a need for more advanced functionality and usability between the consumers and machines. Research shows that Speck’s competitors such as Belkin, Incase Designs and CaseMate, have similar products and abilities but do not have the variety of cases for each product. Research also shows that

Speck’s products target a wide audience from teens and college students to middle-aged people and celebrities. With the attention from this audience, Speck has the ability to attract more college students with the new product.

Speck has a variety of different cases for smartphones, laptops and tablets. The potential success for the new product is it can expand its target audience and draw more consumer confidence in the products. There are no other products on the market that will meet the needs like this product will. Speck’s new product will be sleek, stylish laptop charging cases that will charge the laptop while also providing reliable outer protection.

Speck’s products are centered on “carrying less.” With this new product, customers won’t have to worry about carrying all the cords to charge his/her laptop. The product will be dual-function by providing the laptop with protection and charging capabilities all in one.

The laptop-charging case, Speck-Go laptop case, can create an easier way for users to be productive longer. The Speck-Go laptop case will have a switch that can be turned on when the user wants to charge his or her laptop.

16 SWOT Analysis

Strengths

1. Speck guarantees The Long Live Promise – proven protection and sleek design backed by a one-year warranty.

2. Speck claims to make protective cases for electronic devices that are functional and easy to carry.

3. Speck’s products are sold in locations worldwide along with many retail stores in the U.S.

4. Speck is known for its CandyShell cases for smartphones and tablets, SeeThru MacBook cases and iGuy standing case.

5. Speck has a team of experienced individuals in the consumer electronics industry.

6. When designing cases, Speck keeps in mind the question: “How can we make your life easier? What will make you smile?”

Weaknesses

1. Speck can lose money if the product doesn’t sell well to its audience.

2. Speck could be blamed for technical errors where the case does not charge the laptop properly.

3. Competitors could reproduce a laptop case with similar charging abilities and compete with Speck.

Opportunities

1. Speck can increase sales from the specific product alone, leading up to an increase in annual sales.

2. Speck’s new product would attract more college students, which will then target a wider audience.

17 3. Speck can tour major college towns to test-run the laptop charging cases; Speck can host fun activities for the residents showcasing the brand new laptop case and distribute discount cards to buy the product.

4. Speck can attract the majority of laptop users and persuade college students the advantages of the new product.

Threats

1. A consumer may not be fully aware of the product and assume it is unnecessary.

2. Consumers find alternative products developed after launch of product.

3. Competitors looking to steal sales and consumers away from Speck.

4. Cost to make produce the product.

TARGET AUDIENCES

19 Target Audiences

Primary Audience

The primary target audience for the new product by Speck will be directed toward college and graduate students ranging from ages 18 to 26. They will be enrolled in a university or recently graduated from one. The primary audience was chosen with the consideration of the new product and what group of people would most use the product and in turn benefit the most from it.

Demographic

The demographics of the primary audience would be male and female college and graduate students ages 18 to 26 and those who live in the 20 major college towns across the U.S. A specific ethnicity and household income is not required to meet the demographics of the audience.

Psychographic

The psychographics of the primary audience would be college and graduate students who use their laptop at least 3-5 hours a day and are interested in the latest technology. These students have an open-minded attitude and are willing to try new products that may be beneficial to their class work and productivity.

Geographic

The product will be available to those all over the country but the launch will mainly focus on college and graduate students in major college towns. The primary audience will be located in 20 of the major college towns across the U.S. such as:

1. Princeton, NJ 11. Baltimore, MD 2. Cambridge, MA 12. Providence, RI 3. New Haven, CT 13. Nashville, TN

20 4. New York, NY 14. Austin, TX 5. Stanford, CA 15. Atlanta, GA 6. Chicago, IL 16. Washington, DC 7. Durham, NC 17. Berkeley, CA 8. Minneapolis, MN 18. Gainesville, FL 9. Pittsburgh, PA 19. Columbus, OH 10. College Park, MD 20. Seattle, WA

The geographic locations were carefully determined through research on the top college towns across the U.S. along with researching specific cities that had the highest university enrollment, which will attract the most students to the product.

Secondary Audience

The secondary audience for the product will be directed toward tech savvy users such as people who are involved and up-to-date in the consumer electronics world.

Demographic

The demographics of the secondary audience would be male and female tech savvy people, ages ranging anywhere from 20 to 45. A specific ethnicity and household income is not required to meet the demographics of the audience.

Psychographic

The psychographics of the secondary audience would be tech savvy users who are constantly using their laptop for either work or school or both. These users spend most of their time on computers or smartphones and have a strong knowledge base with technology. They set high standards in technological products that will benefit them in the long run. They own many tech savvy products and are willing to purchase products that will help them succeed.

21 Geographic

The secondary audience will not be limited within a specific city. All tech savvy users across the U.S. will be targeted.

Tertiary Audience

The tertiary audience for the product will be directed toward people on the go and those who travel often whether it be on business trips or for pleasure.

Demographic

The demographics of the tertiary audience would be male and female travelers and on-the-go people, ages ranging anywhere from 25 to 60. A specific ethnicity and household income is not required to meet the demographics of the audience.

Psychographic

The psychographics of the tertiary audience would be people who travel often on business trips or for pleasure and carry around their laptops at all times. This audience spends most of their time traveling and flying to and from places. These users usually try to pack light and have limited space in their travel bags. They need products that take up little or no room in their bags and that will do the job with fewer materials at hand. They are looking for a sleek and slim product that is easy to carry.

Geographic

The tertiary audience will not be limited within a specific city. All travelers and on- the-go people across the U.S. will be targeted.

GOALS AND OBJECTIVES

23 Goals for Overall Campaign

Goal: To raise awareness about the launch of the product prior to the release.

• Objectives:

o To increase brand awareness to college and graduate students by touring the

top 20 major college towns with a Speck event showcasing the new product

with various activities and distributing discount cards for those to purchase

the product.

o To identify and showcase the new product to over 2,000 college students

within the first three months of the college tour.

o To obtain 1 million views on Speck’s webpage that details what the product

will have one month before the launch of the product.

Goal: To enhance the reputation of Speck’s brand among owners of smartphones, laptops and tablets.

• Objectives:

o To increase consumer action by 20 percent with information panels and

discussions about the Speck brand.

o To increase the reach, number of followers and likes by 25 percent on

Speck’s social media outlets such as Facebook, Twitter and Instagram.

Goal: To increase Speck’s standing as a consumer electronics company.

• Objectives:

o To inform 20 percent of those who use products from Speck’s competitors

about the launch of the new product in the first 10 months following the

launch of the product.

24 o To increase the sales of Speck products by 5 percent within a year following

the launch of the product.

Goals for the Launch Event and Release

Goal: To use the product launch as an informational tool for consumers.

• Objectives:

o To have an increase of 500 visitors at each retail store worldwide following

the launch of the product.

o To distribute 20,000 brochures during the launch event and Speck retailer

stores.

STRATEGIES

26 Strategies

Key Messages

§ How would your life be different without having to worry about the cords to charge

your laptop?

§ Leave your laptop in the hands of Speck to provide battery, protection and style.

§ Increase your productivity and charge your laptop whenever and wherever you

want – no cords, no lost time.

Media Content Strategies

Speck is “obsessed” with making customers smile and their lives easier. Speck also strives to implement that goal into their media content and in the end create a “more perfect union between humans and machines.”

Speck’s website is tailored to meet the needs of the customer. It displays an attractive page, a bold logo and organized drop-down bars for maximum user-friendliness.

Speck’s emails are sent out once every month and the emails are also organized, attractive and easy to read. All the new content is displayed in the email with clear images, subheadings and ready-to-click links.

With the new product launch, Speck would send out a mass email (just like a newsletter) and include the product name, picture, link to the product on the website to purchase the product. The content will be fun, attractive to the eye and colorful just like

Speck’s brand, logo and team.

27 Media Delivery Strategies

Speck will use direct communication with key audiences by:

§ Implementing social media contests to its followers

§ Developing email updates and newsletters to subscribing customers

§ Scheduling informational events at many of retailer stores

§ Utilizing social media on various platforms (Facebook, Twitter, Instagram,

YouTube) to reach a large percentage of the primary target audience

§ Distributing news releases and informational brochures to national

newspapers

§ Developing conversation of the product on social media using specific

hashtags

§ Increasing existing Speck customer base to emphasize that the product

makes the Speck experience even better.

TACTICS

29 Tactics

Launch Event Plan

A launch event will be held at the original Speck store located in downtown Palo

Alto, California on the day the product is released. The product will launch on Dec. 6, 2015.

Only 100 guests will be allowed to enter the store at a time. Once checked in by the security guard, each guest will receive a Speck gift bag filled with information about the new product, a booklet featuring the new product and small Speck prizes.

Inside the store, there will be a long table with six of the new products displayed in different colors. The guests will have the opportunity to look at the displayed product and a tutorial screen displayed on the wall near the table.

Throughout the store, there will be Speck executives walking around to show guests the new product. Speck executives will have their own iPad will the Speck web page on the screen. They will be able to show guests the different designs and colors of the product and all of the details of the product. They will also be able to answer any questions guests might have about the product.

Responsibility

To ensure the safety of the guests and the products, there will be security guards throughout the store and at the entrance. Security is in charge of maintaining a safe environment for the guests. Outside the store, there will be a lineup rope so the attendees know to where to line up. The security guard will allow 100 people into the store at a time.

30 Social Media

Because the primary audience is familiar with social media, it will play a large role in the launch. Speck will utilize Facebook, Twitter, Instagram and YouTube. Prior to the event, Speck will raise awareness on all social media outlets. Speck will also raise awareness through various Facebook contests – Speck will post trivia questions about the company throughout the weeks. The first five people to respond will get custom passes into the event. Speck will use Twitter especially to live-tweet during the launch event. Following the event, Speck will use Facebook and Twitter to thank all the followers for attending the launch event. All the social media posts about the launch event will use a certain hashtag to aggregate conversation and raise awareness of the event and new product. Instagram will be used mostly throughout the event capturing photos of the audience, speakers, the new product and the launch event overall. YouTube will be used after the event. There will be videos from the launch event posted on YouTube for those to watch. Speck will post videos on YouTube about product details and short videos of people demonstrating the new product.

Launch Event Invitation

About three weeks prior to the event, Speck will mail personalized invitations to its customers on its mailing list in California. The invitations will include specific details and the purpose of the product launch. The invitations will represent the company – it will be fun, innovative and bold like its logo.

31 Launch Event Memento

There will be gift bags at the launch event. The gift bags will match the invitations and color scheme, it will have small Speck prizes such as a mini version of the new product as a keychain, a stress ball in the shape of the Speck logo, a Speck phone case and more.

Media Materials

News Release

A news release will be tailored to fit the publication’s target audience. The news release on the product will go into detail about the product and detail how it’s a new product of its own. Another news release would be created based on the product launch event. It will focus on the product launch event details and the purpose of the event. Each news release will be tailored to each specific publication. The media release will be included in the media kit.

Backgrounder

A backgrounder will be included in the media kit to detail the history of Speck. The backgrounder would describe how the product will be a major development for the company as well as the consumers of the company.

Fact Sheet

A fact sheet will be included in the media kit and will be given to different publications. The fact sheet would provide facts about the upcoming event and company. It will address basic information such as: the name of event, its sponsor, location, purpose of event, expected attendance, list of prominent people on program and any unusual aspects that make the event newsworthy. The fact sheet will answer questions and concerns that

32 customers may have about the event. The fact sheets will be made available in a format that is easy for the journalist to recognize and access.

Feature Story

There are several angles that could be used as a feature story. One angle could focus on Speck’s mission and how it goes hand in hand with the new product it has created.

Another feature story idea would profile college students who constantly struggle with having to grab the cords to charge their laptop before it shuts down. This would be a real- life piece that college students can often relate to and that clearly shows why Speck’s laptop-charging case would make life easier.

Photos

The pictures will provide a visual aid for the media kit. The photos will include what the new Speck product will look like along with pictures of the ins and outs of the product, specifically how the charger is built in to the case. The pictures will help the customers visualize the product better and understand how it really works. All the pictures will be high-resolution quality.

Biographies

A brief biography of current Speck CEO, Irene Baran, Chief Financial Officer Mark

Lemma and Vice President of Product Development Jarret Weis will be provided in the media kit. The biography will be written in a personalized manner so the media and the audience can feel more connected to the individual. This is important for larger publications because they will be able to know exactly who to contact for interviews or quotes.

33 Brochure

A two-fold brochure will be provided to summarize all the information of the product. It will serve as a visual enhancement. The brochures will be placed in all media kits, distributed at the launch event and will also be available at all Speck stores post- launch. It will follow the color scheme of the event invitation and it will be appealing to the eye. Just like the bold logo, it will include bold colors. It will be also fun and innovative just like the company’s team. Inside the brochure, it will provide information about the new product and include high-resolution pictures.

A CD will be included in the media kit. The CD will be an online format of all the information included in the brochures, fact sheets and biographies. This will allow materials to include hyperlinks to the website and social media pages. It will also contain a slideshow of pictures of the new product for those to save and share with others. High- resolution images will be provided for print and web.

Web Page

Speck’s website will display and feature its new product on the main page on the day the product is launched. The website will also have a tab at the top, just like all the other products, with a section for the new product. The web page will include all the product details such as the new product description, pictures of the product at several angles, dimension pictures, price, colors and videos. Links to the Speck website will be provided on all the media releases that are produced.

34 Pitch Memo

Every pitch memo will be tailored to the specific publication to which it is sent. The pitch memos will be sent through email. It will explain why the product is important to the publication’s readers. The pitch memo will also have a relevant angle for a possible feature story.

TIMELINE

BUDGET

38 Budget

OOP Expenses/Reimbursable Expenses

MEDIA KITS Item Quantity Cost/Item Total Media Release 500 0.50 250.00 Backgrounder 500 0.50 250.00 Bio 500 0.50 250.00 Fact Sheet 500 0.50 250.00 Brochure 20,000 1.50 30,000.00 CD 500 0.20 100.00 Photos 500 0.50 250.00 Pitch Memo 500 0.50 250.00 Business Cards 1,000 0.10 100.00 Folders 500 1.50 750.00 CD Inserts 500 0.75 375.00 Subtotal $32,825.00

PRE-LAUNCH EVENT Item Quantity Cost/Item Total Tour bus 1 1,500.00 Gas 500.00 Speck Giveaways 5,000 20.00 100,000.00 Meals 2,000.00 Subtotal $104,000.00

LAUNCH EVENT Item Quantity Cost/Item Total Gift bags 1,000 3.00 3,000.00 Decorations 500 1.50 750.00 Sponsored Items 500 5.00 2,500.00 Invitations 500 1.75 875.00 Speck Giveaways 500 20.00 10,000.00 Post-Launch Surveys 500,000 0.25 125,000.00 Information packets 500 1.50 750.00 Subtotal $142,875.00

SOCIAL MEDIA Up Keep Cost Total Social Media – for a Facebook, Twitter, 40,000.000 40,000.000 year Instagram, YouTube Subtotal $40,000.00

39 PROFESSIONAL SERVICE FEES Staff Member Hours/Week Cost/Hour Total Principal 8 hours/35 weeks 250.00 70,000.00 Associate I 10 hours/52 weeks 140.00 72,800.00 Associate II 10 hours/48 weeks 100.00 48,000.000 Associate III 10 hours/48 weeks 100.00 48,000.000 Associate IV 10 hours/40 weeks 80.00 32,000.00 Staff 15 hours/40 weeks 60.00 36,000.000 Photographer 4 hours/1 day 250.00 1,000.00 Subtotal $307,800.00

Budget Total: $627,500.00 10% Contingency: $62,750.00 Overall Total: $690,250.00

EVALUATION

41 Evaluation

Methods or metrics for measurement

Speck plans to use a variety of tools evaluate the national launch of Speck-Go laptop case. Speck will establish if the desired goals were met by measuring the product sales, audience response and public participation.

Social Media

Speck will measure audience response and engagement through the participating in social media activity – “likes”, comments and favorites. Web analytics will be used to measure and collect analysis on social media platforms. Traffic and webpage views on

Speck’s website will be measured using web analytics as well. The online traffic of the webpage will be considered effective if the analytics show at least 1 million views of

Speck’s webpage of the Speck-Go laptop case and an increase the reach, number of followers and likes by 25 percent on Speck’s social media outlets including Facebook,

Twitter and Instagram. With this, Speck will gauge the campaign and product launch success via social media.

Speck Sales

In addition to social media, retail and sales data will be collected to measure the success of the Speck-Go laptop case. This will measure the amount of people who showed interest in the product and Speck as a consumer electronics company. The sales will be considered effective if Speck increases their sales by 5 percent within a year following the launch of the product. In addition, surveys of Speck customers will be used to determine if the Speck-Go laptop case was a success in the launch of the product.