"

E71
Integrated Marketing Communications Plan














#
Executive Summary

Within the following document you will find information outlining a strategic marketing
plan to launch the Nokia E71, increase top-of-mind awareness of the product and
overall revenue for Nokia through purchase of the Nokia E71.

The following data was extracted to ensure maximum effectiveness through a
marketing communications plan crafted exclusively for the Nokia E71. With the contents
of this marketing communications plan, Nokia will delve into the mind of their target
audience and acheive maximum exposure of the Nokia E71 using proven data specific
to our target demographic. This campaign has been wholly crafted to assist Nokia in
successfully achieving all of Nokias marketing goals.


































$
Situation Analysis
Company
Nokia is a communications corporation from Finland that manufacture mobile devices
and develop similar characteristics in Internet and communications. They are available in
upward of 150 different countries and rake in a hearty 41 billion dollars annually. Nokia is
the worlds largest manufacturer of mobile phones and represent a whopping 39% of
global device market share as of 2009.

Product Nokia E71
3G
GPS
Maps
Wi-Fi
World phone
Attachments
Full keyboard
Email and instant messaging
3.2 MP Camera
Multimedia player
Up to 8 GB memory
Bluetooth support

At only $329.99 without a contract, this Stainless steel mobile phone is the thinnest full
keyboard smartphone sold by Telus. The Nokia E71 is a mobile phone with a number of
impressive features including the ability to access emails and read Word and Excel
attachments, use a full keyboard to painlessly text and email without having to press a
button several times and instant messaging capabilities. The phone also allows for use of
a multimedia player to view videos, listen to music and audio files. The Nokia E71 is a 3G
phone, which allows the user to browse online, stream video and download with speed
and ease through the TELUS network. The phone also has Wi-Fi that allows the consumer
to connect to the Internet with ease. The phone has a 3.2 MP camera allowing you to
take pictures and upload them to networking sites like Facebook or Flickr. The Nokia E71
also has a GPS feature that provides anything from driving directions to concert venues,
or you can make use of the map capabilities and find what youre looking for. Because
the Nokia E71 is a world phone, allowing you to stay connected anywhere in the world.
The phone also has additional features like FM radio, Bluetooth support and up to 8GB
memory.

Consumer Analysis
(See audience definition for further information)

Potential Consumer
Smartphone users are persons who live hectic lives that require an immense deal of
organization and availability. They are individuals that require everything to be
accessible to them and need to be able to multitask anywhere. They have an average
to above-average household income and as a result have more disposable income to
spare on life-simplifying gadgets. They consider a mobile phone an investment and use it
for everything from placing a simple call to emailing a business client or boss.



%
Markets
We will be focusing our campaign on the three largest metropolitan markets in Canada.
Primarily, we will be speaking to the Ottawa market and will also be reaching out to the
Greater Toronto Area and Vancouver markets. As of the Stats Canada 2006 Census, by
speaking to these three markets we will have access to over 8 million people.

Ottawa-Gatineau C.M.A

As the capital of Canada with a population of
1,130,761, Ottawa will be our primary focus
throughout the course of this campaign.
Ottawa is the fourth largest Canadian
municipality and is the second-largest in
Ontario, second only to Toronto. In 2009, the
Ottawa-Gatineau CMA was estimated to be
the fifth-largest CMA in all of Canada with a
population of 1,220,674. Because Ottawa is
the capital of Canada, was voted the fourth
cleanest city in the world by Forbes magazine,
and is home of the worlds largest skating
surface among so many other tourist attractions, it is swarmed with tourists annually and
has a higher volume of traffic with more commercial opportunity for profit and top-of-
mind awareness. This particular market is the venue for many annual events that attract
people from all over Canada, events like the Cisco Ottawa Bluesfest. With over 70% of
our outlined target demographic making up the largest majority of this event in particular
it is an ideal area to speak to.

Toronto C.M.A

The Toronto market is composed of 5,555,912 people
and is the largest city in Canada, which represents
approximately 25% of Canadas population (as per 2006
Census). Toronto is a leader in economic services like
telecommunications, media, television, business and
finance, among others. They are considered one other
the worlds top financial centers and as such, present
great opportunity for the success of this campaign.
Vancouver C.M.A

With a population of 2,116,581 as per the
2006 Census, the Vancouver market is the
largest metropolitan area in Western
Canada and is the third largest municipal
area in the country. Vancouver is home of
the largest and busiest port in Canada (forth
largest in North America) and is known for
its natural beauty resulting in a large
amount of traffic generated by tourists. It is
the third largest center of film production in
North America, nipping at the heals of Los
Angeles and New York City.
&
Competition
Direct competition of the Nokia E71 consists of Smartphones as a whole, as they
represent the highest demand of qualities one looks for in a mobile companion.
Blackberry and Apple pose the largest threat on the Nokia E71 as they have such a
strong hold on the mobile phone market in world at the moment. There are however a
number of other strong brand names in the Smartphone game that have built positive
reputations, like Motorola, Samsung and Sony-Ericsson. Through this campaign we will be
able to highlight the fact that the Nokia E71 has all of the features you would find in a
Blackberry Smartphone or an iPhone and it will only cost a quarter of the price.

Indirect competition would include any non-Smartphone models as well as lesser-
purchased brand names such as HTC or Phillips. This is not to say that the manufacturers
seen in the indirect competition column are not known to offer good products, but they
simply do not pose as great a threat. While computers and laptops can be considered
competition in the sense that it allows similar access to information in friends, this would
be considered something in the realm of alternative gratification, as it is not nearly as
portable as a mobile phone.

Direct Indirect
Blackberry
Apple
Motorola
Samsung
LG
Sony-Ericsson
Acer
Sanyo
Audiovox
HTC
Casio
Panasonic
Phillips
VTech
Toshiba


















'
Nokia E71 SWOT
STRENGTH
Affordable
Smartphone
User friendly
High re-sell value
Features like:
HTML browser capable of streaming
GPS and Ovi Maps
Wi-Fi enabled
3.2MPcamera with flash and auto focus capable of video calling
SMS, MMS, IM capabilities
Up to 8GB memory
Email
Bluetooth
Music player
Alarm clock
Voice memo
Facebook app
International roaming
Speakerphone
Looks like a Blackberry with similar features
Great customer service
Thinnest full keyboard mobile phone
Easy to use full keypad
Camera with flash
Durable metallic body
Walking or driving directions with the maps app
Society's need to constantly be in touch via mobile, text and email
Society's need to multitask
Synchronize your desktop calendar and contacts through mail for exchange

WEAKNESS
Not conceived as "cool" like a Blackberry or iPhone
Poor reception quality
Battery dies quickly
A little slow

OPPORTUNITY
Celebrity spokesperson to increase social perception
Offer better apps that make life simpler like the new CIBC mobile banking app
newly available to iPhone
Threat of the economy may make the Nokia E71 a more suitable choice than a
Blackberry or iPhone

THREATS
Growing popularity of iPhone and Blackberry
iPhone keeps coming up with apps that are targeting an older demographic


(
Audience Profile
Demographic
Persons aged 18-49
Average HHI $40,000+
Have a minimum of High School diploma

Psychographics
Busy/stressful lifestyle
Enjoy traveling
Look for functionality and affordability in a purchase

Potential consumers of the Nokia E71 are persons between the ages of 25 49 who earn
a household income upwards of $40,000 and who have a minimum of a high school
education. They live a busy lifestyle, enjoy travel, and are rational when it comes to their
buying decisions.


Figure 1

Although persons aged 18-24 compose a large segment of the market, these individuals
are highly influenced and focus too heavily on the societal value and perception of
Blackberry and iPhone users, individuals within this demographic are less likely to
purchase the Nokia E71. Statistically and through information extracted from PMB and
NADbank, by focusing on persons aged 25 to 49 we were speaking to people with a
higher household income (as seen in figure 1), far more disposable income and a higher
level of buying power. Also, through supporting evidence obtained via PMB and
NADbank, persons within a higher age bracket have less concern with regards to the
perception they give in the mobile world and are more concerned with functionality and
affordability. These individuals are well educated and have a minimum of a high school
education, enjoy reading and listen to music an average of 10 hours a week.

65
70
75
80
85
90
18 - 24 25 - 49
(
%
)

Have an household income of $40,000 +
Household Income
Ottawa
Toronto
Vancouver
)

Figure 2

Figure 2 showcases the amount of money that the target audience is willing to spend on
the purchase of a mobile phone. With the highest percentage existing within the $200 to
$400 range we can be confident in the appeal the Nokia E71 will have. That paired with
its features in correlation to what an individual is looking for in a phone will undoubtedly
retain the attention of our intended audience.


Figure 3

Figure three displays the percentage of our target audience that look for the above
features in their mobile phone. There is a large demand for features that can only be
found on a Smartphones like email capabilities or GPS. From research found in NADbank
2008 we are able to determine that a large number of our demographic are fully
employed. And within those that are fully employed, 26.3% have jobs that sometimes
require travel, and 46.1% of our target demographic enjoys traveling recreationally (as
seen in figure 4). This significantly increases their need for mobile availability via email,
text messaging and mobile phone, features provided by the Nokia E71.

0
10
20
30
40
50
60
70
80
90
0 - 200 200 - 400 400 +
(
%
)

Amount TA is willing to spend on a mobile phone
Purchasing Habits
Ottawa
Toronto
Vancouver
0
10
20
30
40
50
60
70
80
90
Camera Email Web
Browser
Text
Messaging
Media
Player
GPS
(
%
)

Features TA looks for in a phone
Mobile Needs
Ottawa
Toronto
Vancouver
*

Figure 4

Our target demographic lives a busy lifestyle and is often required to be available. With
threat of real economic changes, performance in the workplace has become more
pressing. These individuals must be able to be reached at all times and need to be able
to react quickly. The Nokia E71 gives the consumer every tool they need to achieve all of
their daily objectives on the go.


Figure 5

The majority of persons within our target audience are married and own their own home
which predicts a larger amount of disposable income. NADbank also shows that a
significant amount of these individuals work for the government, insuring more job
stability, increasing likelihood of the targets purchasing the Nokia E71. The Nokia E71
allows its consumers a way to organize their lives and remain reachable in a way that is
both convenient and significantly more affordable then a Blackberry or iPhone, further
accommodating consumers through changes in our economy.


0
10
20
30
40
50
60
70
80
Fully Employed Job requires travel Travel
recreationally
(
%
)

Employment & Leisure
Ottawa
Toronto
Vancouver
0
10
20
30
40
50
60
70
80
Married/Living
together
Single Own Home Employed by
Government
(
%
)

Lifestage & Employment
Ottawa
Toronto
Vancouver
"+

Figure 6

Figure five shows those persons who currently own a mobile phone and also those who
will be purchasing a mobile phone in the next six months. This presents opportunity where
top-of-mind awareness is of high importance and far more simple to achieve. Statistics
Canada shows that purchase of mobile phones is at a high between May and April,
second only to December and January (Christmas & Boxing day). What this also
indicates is that there will also be a large number of contracts ending, meaning that the
consumer will be needing a new phone and getting it at the new customer price.

* More information regarding the target demographic will be determined throughout the media rational.

Problem/Opportunity
In more recent years the threat of financial instability and decrease in job security has
created an obstacle for most businesses. People are becoming more prudent and
rational in the spending of their earnings. Because people normally keep a phone for an
average of 3 years, the frequency of purchase for a customer is directly related to the
expiration of their contract. However, through information collected by Statistics
Canada, the highest number of contracts are signed in the summer months. This presents
itself as an opportunity for Nokia not only speak to those wishing to replace an outdated
phone, or for those who have not yet purchased a phone, but to those who will have the
added incentive of a new client discount. This allows the customer to feel they are
getting the product for less without devaluing the product.

Objectives
Marketing
Increase sales 25% in the forthcoming year
Amplify market share by 20% by July 2011
To collect data on target audience for further use of Nokia
Generate a 3% response of direct mail through event attendance

Communications
To attain a minimum awareness level of 70% among the defined target audience within
the Ottawa, Toronto, and Vancouver C.M.As
Increase revenue and sales through purchase of the Nokia E71 by 35%

Advertising
Stimulate Target audience to purchase the Nokia E71
Generate traffic on the website to further promote the launch of the Nokia E71
Educate the target audience on the benefits of investing in this quality item
Increase top-of-mind awareness

0
20
40
60
80
100
Own a mobile phone Intend to acquire a
mobile phone in the next
6 months
(
%
)

Mobile status
Ottawa
Toronto
Vancouver
""
Media rational & IMC plan
IMC Mix
Ultimately what we want to do is:
Increase brand image
Increase awareness of our new product
Encourage product trial
Increase revenue through purchase of the product
Collect data on intended audience

And we will achieve these objectives through use of the following IMC tools

Sales Promotion
Objectives
Gain product trial
Retain current customers and possibly increase amount of purchase
Increase sales within a set time period
Generate excitement in a campaign
Build excitement and support among sales force
Collect data on intended audience

Tactics
Specialty Packs
Sampling Stations
Contest

Cost
$2,995
00

Specialty Packs
A free Bluetooth headset will be given away with the first hundred Nokia E71s sold at the
products launch. This will be a good incentive because of the laws against talking on
your cell phone while driving. A month of unlimited texting will be provided to those who
buy the Nokia E71 within the first month of the products launch. This serves as added
incentive for purchase of the Nokia E71 and may result in added income for Telus as the
user will likely decide to make it part of their plan after being able to use it without fear in
the first month. Also this promotes use of the full HTML keyboard, showcasing how easy it
is on this amazing phone.

What does this achieve?
This allows some kind of additional incentive for the customer in terms of saving. The
customer feels like they are being rewarded without devaluing the product, which
creates a sense of prestige for then Nokia E71.

Cost $2400
00



Sampling Stations around the city
Nokia phone booths will be set up in Telus stores located in popular areas around the
city. This includes shopping malls, the downtown market, and booths set up at local
events (such as Bluesfest). Phone booths will be set up with Nokia E71s available for trial.
"#
People would have access to text messaging, phone calls, SMS, MMS, Email and Instant
Messaging; all features that come with the Nokia E71. A Nokia/Telus representative
should also be present to avoid theft, damage, and over-use. The representative should
be well educated about the phone so that they can offer additional information and
promote sales.

What does this achieve?
This strategy allows for product trial. Your audience gets to try-out your product and all of
its features. It is in a controlled environment so that nothing is damaged, stolen or
abused. All booths will be set up inside Telus stores so that after sampling and falling in
love with our product they are only steps away from purchasing. This will also allow for
product education. Customers will be able to interact with the Nokia E71 and will have
any questions about price, contracts, and features answered instantly.

Cost $595
00


Find Your Match Game
Nokia and Telus will post the Find you Match game on their websites. Participants will
describe their ideal cell phone and get matched with the phone that best suites their
needs. By using information provided in figures two and three, the game is proven down
to a 76.2% chance that the consumer will end up with the Nokia E71 as their perfect
match. For those who will end up with other phones as their match we will be suggesting
that they either upgrade to the Nokia E71 or show the customer that they can get the
same features in the more expensive phone for a far lesser cost through the Nokia E71.
This make the customer feel less like it is a marketing ploy to sell them one phone by
seeming giving them options with the reassurance of statistics, and if all else fails this
games promotes all cell phones provided by Nokia, guaranteeing increase in revenue.

What does this achieve?
This will draw attention to the Nokia website; where they can access all the information
about the phone, the contest, and other facts about the Nokia E71 phone. Contest
applications will be used for data collection. This is also a great opportunity to show off
how perfectly our phone will work for everyone. The game will highlight the fact that the
Nokia E71 has tons of features and is still affordable. This will help new phone buyers
make decisions, especially if they are open minded or unsure of the phone they are
looking to purchase. This also provides a great way to gain access to our demographic
and at no cost, as this will be created by our internal online team.

Cost $0
00



Public Relations
Objectives
Gain positive media coverage
Inform customers about how to select, buy or use a product
Introduce new product
Influence opinion leaders
Build or maintain a positive corporate image




"$
Tactic
Media Release

Cost
$0
00

Press Release
A companys most valuable ally is the press, this is our direct voice to our audience. A
press release will be sent to expose newspaper readers within our demographic to tell
people about out the Find Your Match event. The press release is a good way for the
event to achieve more credibility in the eyes of the reader because it is not a straight
advertisement. This is also a good way to get attention with at no added cost to Nokia.

What does this achieve?
This will allow us to reach our target audience in a way that will not seem so direct. They
will be lead to believe that the event was impressive enough to capture the attention of
an established publication. This will make the reader less reluctant to attend and
encourage them to be more open to the idea of the event in general.

Cost $0
00


Event Marketing
Objectives
Sell product
Build relationships with consumers
Educate/inform the consumer on the benefits of the product
Launch Nokia E71
Build Brand image
Sample & demonstrate product
Build database

Tactic
Product launch
Event

Cost
$0
00

In-Store Product Launch
All Telus stores will promote the In-store launch of the Nokia E71. They will send direct mail
pieces to all of their users, and will give invitations to everyone that comes in the store a
week before the launch. Everyone that filled out the RSVP sheet in each application will
be entered in a draw to win a free Nokia E71 the day of the launch. Also, with every
purchase of a Nokia E71 you will receive a free specialty pack.

What does this achieve?
This will encourage Telus users to upgrade their cell phones to a Nokia E71, and they will
attend the event to win a free phone. This promotion could be extended to the week of
the product launch.

Cost $17,000
00
"%
Find Your Match Event
Invitations will be sent out with our direct mail Scratch n Match cards in Toronto, Ottawa
and Vancouver. Three events (one in each city) will be run, and will act as a means for
customers to collect the prizes they won with the direct mail pieces. Upon arrival,
attendees will receive a square puzzle piece that clearly fits into only one other piece.
Each piece will have a different picture of the Nokia E71 phone on it. Throughout the
event, participants will be encouraged to meet other participants in hopes of finding the
piece of the puzzle that fits with theirs. The first pair to find their match will win the first
choice among our variety of prizes, ranging from an all-inclusive vacation to free Nokia
E71 phones to free Bluetooth headsets. The second pair to find their match will earn
second pick, and so on. Throughout the event, Nokia representatives will be mingling
amongst the crowd educating them on the Nokia E71 phone, and encouraging sales.
Sample phone booths will also be set up. This is also a great way to tie our campaign in
with Nokias Connecting People.

What does this achieve?
To evaluate the number of recipients of our direct mail pieces, to gain data collection, to
increase product knowledge and awareness, and strengthen brand image. This will also
allow us to gain Media coverage.

Cost $135,000
00

Direct Marketing
Objectives
Direct people to website
Introduce the Nokia E71 to a specific audience
Generate revenue through purchase of Nokia E71
Get people to come to our event

Tactic
Direct Mail

Cost
$1,545
00

Direct Mail
Telus customers will receive Scratch n Match cards in the mail. These will be similar to
lottery tickets, in the way that you have to scratch the card and if your symbols (pictures
of the Nokia E71) match, then you win a prize. Everyone will win a prize; prizes will vary.
Prizes can be collected at the Find your Match event, and the direct mail piece will
also act like an invitation to the event.

What does this achieve?
To show off the Nokia E71 phone. To attract customers to our Find Your Match Event
and to the Nokia website.

Cost $1,545
00



"&
Guerilla Marketing
Objectives
Generate intrigue in the Nokia E71
Educated target audience on why the Nokia E71 is their perfect match
Promote online game and major event
Collect data n target audience
Increase top-of-mind awareness
Gain exclusive access to our audience
Create relationships

Tactic
Booths
Stickers

Cost
$11,653
00

Booth
A group of Nokia representatives will be appearing at major festivals in Ottawa, Toronto,
and Vancouver. They will set up a Nokia E71 booth that will provide information about
the phone, and plans available with Telus. The Find Your Match game will be available
at every booth, along with draws for a free phone, and information regarding our Find
Your Match event. Every street team will come equipped with [Nokia E71 features] puzzle
stickers as a promotion for our event. The booth will also include one of our Nokia E71
phone Booths to help people who have been separated from their group, or anyone
who needs to borrow a phone.

What does this achieve?
The booths will increase product awareness. The Nokia E71 phone booths will promote
product trial, along with promoting our online game and our major event. The stickers will
increase brand awareness and promote our online game, event, and will increase
product knowledge.

Cost $9,153
00

Stickers
Our representatives will give out Puzzle Stickers. These are stickers in the shape of the
Nokia E71 with a list of features where the screen would normally be. The stickers will also
break up into pieces, like a puzzle. The stickers will be different colours so that people can
mix and match pieces and put pieces of anywhere.

What does this achieve?
To increase product awareness. This also creates a way to access our audience in an
extremely targeted way. The consumers are given the stickers to stick wherever they so
chose, these stickers will allow us to access them in unexpected places, and they may
even chose to place these stickers in places that are prohibited without attracting any
negative attention in the direction of Nokia. As we will suggest appropriate place to
place the stickers, like car bumpers or notebooks.

Cost $2,500
00

"'
IMC Budget & Blocking Chart
SALES PROMOTIONS
Sampling stations around the city
$35/booth x 17 stations (4 in Ottawa, 8 in Toronto, 5 Vancouver)
Specialty Packs
$800 x 3 (Ottawa, Toronto, Vancouver)
Find your match game
Free
$2995


PUBLIC RELATIONS
Press release
free
$0

EVENT MARKETING
In-Store launch
17 locations x $1000 (including food, prizes, ect)
Find your Match Event
(Ottawa, Toronto, Vancouver)
3 x $45000 (Including food, prizes, ect)
$152,000


DIRECT MARKETING
Direct mail
* Ottawa (1000) Toronto (2000) Vancouver (1500)
$5 processing fee
$0.12 per item delivery
$1000 for product cost + bundling
$1,545


GUERILA MARKETING
Booths
(Ottawa, Toronto, Vancouver)
3 x $2151 portable booths
3 x $9000 to rent space for full festival
$35,953

Stickers
3 x 5000 stickers valued at $0.50 per piece
$35,953


IMC TOTAL
$192,493

"(


Advertising
Objectives
Increase product awareness
Research/data collection
Enhance Nokia E71s image among a well-defined target audience
Maximize top-of-mind awareness
Generate need & want in consumer for the Nokia E71

Tactic
Television
Print
Transit
Outdoor
Online

Cost
$1,088,227
00

Television
Television is a strong advertising medium relying on the combination of visuals and
sounds to catch the attention of our target audience. Television reaches a wide range of
individuals and is, therefore, a crucial extension of our advertising campaign.
Furthermore, it is proven through information extracted from NADbank and PMB that our
target audience watches a lot of television. In Ottawa 89.2% of individuals have
watched television in the past week, in Toronto the numbers come close at 87.6%, and
final Vancouver at 90.3%.


Figure 7

0
20
40
60
80
100
Local News Reality
Television
Sitcom Biography
(
%
)

Programmes watched
Why local news?
Ottawa
Toronto
Vancouver
")
In figure six, you can see that the most watched programming in television for our target
audience is their Local News. We recommend playing two 30-second broadcasts in
each individual city per week. All of which will be played on their corresponding local
news station. Commercials should alternate between the Morning News, (airing from
9am-12noon) to the Early News, (airing from 5-7pm) to maximize your number of
impressions.

Cost $732,240
00

Print
Of the target audience residing in each major municipality (Ottawa Toronto, Vancouver)
an average of 65.7% use newspapers as their primary source for media. This is why we
recommend that a very large percentage of our budget be allocated to the use of
newspaper.

We recommend advertising in the major newspapers for each city to ensure a targeted
reach of the largest number of people within our target demographic. In Ottawa we
recommend the Ottawa Citizen, the Ottawa Sun, and Metro. In Toronto, the Toronto Sun
and we recommend the Vancouver Herald in Vancouver.

We suggest that all advertisements be full page, full color advertisements. They would
be shown biweekly for 12 consecutive weeks. The Ottawa Sun is an exception to this, as it
will be placed twice per week for the full 12 weeks, as it is the most read newspaper by
our target audience. This continuity program will ensure that the advertisements are
noticed and become memorable to the readers without overwhelming them. This is also
a means of getting a maximum number of impressions per reader for minimal cost. And
the volume of print we recommend purchasing results in a 30% savings through continuity
discounts.


Figure 7

0
10
20
30
40
50
60
70
(
%
)

Section Usually Read
Section Sellection
Ottawa
Toronto
Vancouver
"*
In figure eight you can see that in all three major cities, the general news section is the
most read section by our target audience. With this information we support the 25%
positioning fee for all five publications. This guarantees maximum exposure in all three
targeted cities.

Ottawa Sun $106,277
00

Ottawa Citizen $59,209
00

Metro $12,000
00

Toronto Sun $71,513
00

Vancouver Herald $79,018
00
*all above totals include positioning fee

Insertions
MON -FRI SAT-SUN
Ottawa sun 12 12
Ottawa Citizen 5 9
Metro 5 9
Toronto Sun 5 9
Vancouver Herald 5 9

Cost $328,047
00


Transit
In all three major cities there is a high level usage of public transportation (as seen in
figure eight). We will use this knowledge to our advantage by exposing those individuals
within our target demographic to our advertisements while they get from A to B.


Figure 8

In each corresponding city we will recommend using interior transit cards to
advertise the Nokia E71that would run for the entire three-month period of the
launch. We suggest advertising in three busses in Ottawa, six busses in Toronto,
and two busses in Vancouver. The Busses targeted will be those catering to
major areas of the city where the largest number of our demographic travel. We
recommend distributing the amount allotted to transit in accordance to the level
of transit usage for each individual city to increase the accuracy and strength of
our reach.
0
10
20
30
40
50
60
Used public transportation in past 7 days
(
%
)

Transit Usage
Ottawa
Toronto
Vancouver
#+
Transit
# busses May June July
Ottawa 3
Toronto 6
Vancouver 2

Cost $180
00


Outdoor
In relation to the use of transit we will also recommend advertising on bus shelters using
street level posters. This will increase top-of-mind awareness by exposing your audience
to the Nokia E71 up to four times on their trips to and from destinations without
overwhelming them.

Mall Posters
May June July
Ottawa
Toronto
Vancouver

We will also suggest utilizing the use of mall posters to direct attention to TELUS stores in
the major malls chosen in each city. This will create an interest in the product while
allowing easy and convenient access to a cell phone provider for purchase or
inspection. Each of the malls chosen for the major cities targeted should run for a
four-week period.

Street Level Posters
May June July
Ottawa
Toronto
Vancouver

Finally are superboards, we dont want to exclude those persons who do own a motor
vehicle or bike to work. We recommend superboards be placed in high traffic areas in all
three cities, increasing the number of impressions made throughout the three-month
period of the launch. There would be one superboard in each of the three cities running
in four-week periods.

Superboards
May June July
Ottawa
Toronto
Vancouver

*Please note that cost for the print and shipping as well as mounting of creative has been included in our total.
Cost $ 20,040
00



#"
Online

Figure 9

In figure nine you can see the level of usage of the Internet. All three cities targeted in
this campaign average at 91.3% having used the Internet in the past seven days.

Facebook reaches over 400,000,000 active users, which is why we recommend this be a
pert of the Nokia E71 campaign. Advertisements would be targeted towards adults 25-49
living in Ottawa, Vancouver and surrounding areas. We will be using demographic and
psychographic filters; along with keywords to speak to our target audience. Through
preliminary research we have concluded we will reach approximately 2,150,880 people
within your demographic through Facebook over the course of the campaign. This will
cost a total of $2,000.

We also suggest the use of The Ottawa Citizen Online as an additional Internet media.
The Ottawa Citizen Online is a well-established Internet News site with 486,000 unique
visitors to the site in November 2009 alone. The unique thing about using Ottawa Citizen
Online and print allows us not only to reach readers exclusive to online or print but you
are also reaching those 45% of readers who read both the online and print twice,
increasing your reach and impressions exponentialy. We have chosen to use leader
boards with specific page selection, and user targeting. Total costs of this advertising will
be $31,000, promising 800,000 targeted impressions.

It is also recommended that our campaign is placed on Internet dating sites such as
Lavalife and E-harmony. This choice closely follows our theme for the Nokia E71: Your
Perfect Match. Lavalife is a community with over 1,800,000 active members, and 26,000+
new members joining weekly. It is known that 33% of Lavalife users are already looking to
purchase a new cell phone within the next year. Through user profiles, we can target our
demographic easily and effectively. Total cost of advertising on Lavalife for the full
62-day period is $2400.

Eharmony also features extensive psychographic targeting capabilities and
demographic targeting. The site has an astounding community of 20 million people
online and obtains an average of 15,000 new users daily. It is strongly recommended to
extend the campaign to this site to further drive our intended message. Total costs to
advertise on E-Harmony for the full 62 days will cost $2650.

89
89.5
90
90.5
91
91.5
92
92.5
93
93.5
Have accessed internet in the past 7 days
(
%
)

Internet Usage
Ottawa
Toronto
Vancouver
##
Online
MAY JUNE JULY
Facebook
Ottawa Cittizen Online
Lavalife
Eharmony
(Ottawa, Toronto, Vancouver)

Cost $38,050
00
































#$
Evaluation
There are several ways to measure the success of this campaign. It can be
measured at store level through the measure of sales & traffic at our in store
launches around the city. We will also be calculating how many of the scratch
n match direct mail pieces make their way to our Match em up event and
ask those attending where they heard about the event. We are also able to
track the number of individuals who visit the Nokia website to play the perfect
match game as well as provide status reports on the number of impressions
made on all online vehicles (Facebook, Lavalife, Eharmony, Cittizen Online).

Our print advertisements will offer the consumer a free Bluetooth headset with
the purchase of a Nokia E71 at our in-store launch. Throughout that call to action
we will evoke urgency and also be able to measure how many of these clippings
come in. This will allow us to better monitor the consumers exposure to the
campaign and how effective these tactics have been.

Our online survey will inquire as to where they heard about the Nokia E71 and
what directed them to the website. It will also require the consumer to provide
their email so that we can email the winner. This will allow us to build a list for
Nokia for future launches or survey information.




























#%
Creative Strategy

Who is our target?
Hi. My name is Ashley Jenkins. I am 29 years old, single and employed by the
government. I am an avid email user and I am always on the go, but always
making time for Facebook or Eharmony. My job involves a lot of travel so I have
to be really organized, and I spend a lot of time on the phone. My only problem
is that I would like to be able to access every aspect in one place. I dont like
going from a cell phone to a computer repeatedly to reach someone, its so
inconvenient. It would be more convenient for me to do everything I need to do
with one phone.

Where are we now in the mind of this person?
I have looked at many cell phones that allow me to surf the Internet, send
emails, talk, and text, but I dont really know that the Nokia E71 has what I am
looking for. Its a nice looking phone, but I dont really know that it is the phone
for me.

Where is our competition in the mind of this person?
The Blackberry and iPhone are nice phones, and sure they are really popular
with people younger then me, but I just cant justify spending that much money
on a phone. The Blackberry and iPhone offer so many features and applications
that I dont really need and they are so expensive. If Im not going to use the
parts of the phone that set them apart from other smart phones, why spend the
money?

Where would we like to be in the mind of this person?
I love how the Nokia E71 has all the features I need and it lets me do everything
I want to do and it is so much more reasonably priced. I am not paying for
services that I wont use. The phone allows me to be organized and I can do
everything I need with one phone for the price I want.