1. Presents
VISIONARYADVERTISING

2. ONE
Table of Contents:
-Company and biographies
-Product
-Advertising Objectives
-Target Audience
-Overall Theme
-Creative Brief
-General Approach
-Media Vehicles
-Social Media Tactics
-Timeline
-Budget
-Advertisements

3. Located in Chicago, at Visionary Advertising we start with a vision, then
work our way down through the details to accomplish our goals. We strive
to inspire a creative culture by allowing our employees to work in a
collaborative environment everyday. We believe that through
collaboration, we achieve the best results. We pride ourselves in the
relationships we build with our clients.
TWO
Visionary Advertising

4. THREE
Mariana is a High Point
University graduate where she
majored in Strategic
Communication and minored
in French. While there she was
a part of a sorority and the
president of the Big Brother Big
Sisters program. She is from
Nantucket, Mass. Mariana has
always had a love for
languages and
communications. She is fluent
in four languages. She is
passionate about advertising
and loves a new challenge!
Kayla graduated from High
Point University with a BA in
Strategic Communication and a
minor in marketing. She served
as Public Relations chairman in
her sorority, Tri Sigma, where she
was able to excel on her
communication and graphic
design skills. As a full-time
student and part-time student
employee, she devoted all her
time to her studies and work
and vowed to do the same
beyond graduation. Her
passion for advertising and
graphic design has been an
essential aspect to the team.
Holly is a High Point University
graduate where she
completed a BA in Strategic
Communications. She has
background working at a
public relations firm which
developed her love for
communications. She love
traveling and spent a
semester abroad in Italy
where she was able to dive
into a new culture. Holly’s
competitive spirit makes for
a great fit in the advertising
industry.
Emily is a High Point University
graduate where she
majored in Strategic
Communication and
minored in event
management and
marketing. While there she
was apart of a sorority and
Big Brothers Big Sister. She is
from New Jersey where she
interned with a marketing
company. Her passion for
advertising comes through in
her communication skills.
Executive Creative DirectorLead Copy Writer
Executive Media Director Graphic Design Director

5. FOUR
Illusion Ink offers highlighters that feature special ink formula which
vanishes in up to four months. The short lifespan of this ink is ideal for
college students who rent textbooks for one semester at a time. These
highlighters are sleek and come in several different colors, so every
student can show their personality with their highlighting.
Your Product

6. FIVE
Advertising Objectives
• Build brand awareness among college students by December 2017
• Communicate why the product is unique
• Increase demand and sales
• Goal = sell 3 million units by Dec. 2017
• Interact with consumers through social media accounts
Success will be measured by:
CPC: our website and social media will be assessed by the
number of clicks on the page
Tracking purchases: purchases made at B&N and Wal-Mart
will be tracked
Promotions: discount codes and URL links will be tracked
when consumer enters details online

7. SIX
Target Audience
These college students are between the ages of 18 and 22. They want
the cheapest option for their textbooks as they have to purchase new
ones every single semester. Education is a priority for them, and they
have to make their marks in order to retain the information they are
learning. Therefore, the rule of no highlighting and writing in rental
textbooks does not work for them. They want the freedom to learn as
they please. They are looking for a way to do this without breaking
the bank.

8. VALS: Experiencers
These consumers are high-resource and motivated by self-expression.
They are the youngest of all segments. They are avid consumers who
spend money on clothing, music, and other favorites, with a particular
emphasis on new products and services.
The target audience can be described as experiencers. Through our
advertising, we want to appeal to them and encourage them to buy
Illusion Ink highlighters and have yet another experience with a new
product.
SEVEN

9. Macro-Environment
• With textbooks going digital, there will be no need for a highlighter;
therefore, there could be a decline in product sales.
• Back-to-school season is a very busy season for new product
release. There will be competition among the product and well-
known companies such as Sharpie.
EIGHT

10. Campaign Strategy
NINE

11. TEN
Overall Theme
The theme of our advertising campaign is magic. Since the ink
formula vanishes, we recognize that this is a magical concept. This
is not only toward the highlighter, but also the consumers will start
magically saving money. The advertising campaign revolves
around this concept.

12. ELEVEN
Creative Brief

13. Media Plan
TWELVE

14. General Approach
Our 6-month plan is to debut the advertising campaign
during back-to-school season. This specific back-to-school season
will be catered to college students as it will start before the
beginning of a new semester (July) and end at the beginning of
another new semester (January). Seventeen is a very popular
magazine with about 6,089,000 readers who are typically female
ages 12-24 years old. These women are also typically college
students who would be looking for a product like this.
For Out of Home advertising, we have chosen to focus on
Barnes & Noble and Wal-Mart. There are 748 Barnes & Noble
college campus stores across the country that sell college apparel,
school supplies, and provide rental textbooks. This is the ideal
location to advertise in as students will often be exposed to it.
Wal-Mart stores, similarly, are located around several college
campuses around the country. Students tend to go there before
the semester starts to buy their school supplies as they advertise a
cheap and wide range of products.
THIRTEEN

15. Media Vehicles
Magazine:
• Seventeen
Out of Home:
• Poster for retail stores
• Rental textbook insert
Social Media:
• Instagram
• Facebook
FOURTEEN

16. Social Media Tactics
We have created social media accounts such as Facebook and
Instagram to promote Illusion Ink as well as to generate buzz.
Instagram is a top-leading social media outlet for people in the target
audience. Users share and view pictures.
FIFTEEN

17. Social Media Tactics Continued
Facebook is also a very popular social media platform for college
students as well as parents. Although the target audience is not the
main group of active users, it is still beneficial to advertise here
because parents will be looking at Facebook for purchasing
inspiration.
SIXTEEN

18. July—Release first print advertisement for Illusion Ink in the July/August digital edition of
Seventeen; launch OOH advertisements in Barnes & Noble bookstores on and off college
campuses.
August—Release book insert advertisements for rental textbook companies like
Chegg and Amazon to send to their customers along with their books.
September—Continue OOH advertisement at bookstores throughout college
campuses.
October—Launch advertisements in retail stores such as Wal-Mart.
November—Release online advertisement on Barnes & Noble’s website.
December—Send more book insert advertisements to rental textbook companies
for the start of the new semester; re-launch digital advertisement in Seventeen.
Timeline
SEVENTEEN

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! Medium!
Media!
Position!
Media!Vehicle/!Type! Location!
Frequency!
No.!
Time!
(Months)!
Amount!
For!1!part! Total!
Magazine!Seventeen!!!!!!!!!Lifestyle!! ! !!!!!!!!!!!!!!!National! ! 1! ! 2! !!!!!!!!!$25,000.00!!!!!!!!$150,000.00!
! ! ! !!!!!!!!(Full!Page!Ad)!
Textbook!!!Book!Insert! !!Chegg,!Amazon!!!!!!!!!National! ! 20! !!!!!!!!!!!40! ! $300.00! $12,000!
!
Retail!!!!!!Barnes!and!Noble!!!!!!! ! ! National! ! 1! ! 3! ! $28,772.00! $86,316.00!
Stores!!!!!!!!Digital! ! ! ! ! National! ! 1! ! 6! ! $4,225.00!!!!!!!!$25,350.00!
(CoWop!ads)!
!!
WalWMart! InWstore!ad! ! !!!!!!!!!!National!! !!!!!!!!!!!1!! !!!!!!!!!!!3!! !!!!!!!!!$23,277.00!!!!!!!$69,831.00
! ! Digital!! ! !!!!!!!!!!National!! !!!!!!!!!!!1!!!!!!!!!!!!!!!!!!!!!!!!!6!!!!!!!!!!!!!!!!!!!!!!!$4,225.00!!!!!!!!!$25,350.00!
Social!!!!Instagram!!!!!!!Digital! ! ! National! ! 1! ! 2! ! $4,935.00!!!!!!!!$9,870.00!
Media! !!Facebook!!!!!!!!Digital! ! ! National! ! 1!!!!!!!!!! ! 6! ! $495.00! $2,970.00!
Budget
EIGHTEEN

20. Media Actual
Magazine $150,000
Book Insert $12,000
Retail $206,847
Social Media $12,840
Magazine
Book Insert
Retail
Social Media
Total Spent: $381,687
Budget Total: $400,000
Remaining Difference: $18,313
NINETEEN

21. Seventeen Magazine
Seventeen magazine reaches 15 million online and print readers
each month, making it the largest monthly teen media brand. The
average audience are females between 12 and 24 years old.
Compared to other fashion magazines such as Glamour, Teen Vogue,
and Allure, Seventeen magazine is most successful in the age
category of 18-24. Other advertisements featured in this magazine
include products ranging between fashion, beauty, and trendy
products.
Illusion Ink would fit well in this magazine because it relates to their
target demographic. Illusion Ink is most useful for students and this
magazine has high exposure to that group of people. We are
advertising in their digital edition of the magazine because college
students tend to read their magazines online, so consumers are more
likely to see it in the digital copy.
TWENTY

22. Seventeen magazine
TWENTY-ONE

23. Retail Co-op Poster
• Barnes and Noble prides itself on supporting the academic
aspirations and ventures of its consumers. Several college
bookstores are partnered with Barnes and Noble, so college
students are often in this store. B&N also sells rental textbooks so
college students pick their books up at the store.
• Wal-Mart is known for “Saving people money so they can live
better.” School supplies are fairly cheap compared to competitors
such as Staples, so college students tend to do their shopping at
this store. There are also many locations surrounding college
campuses.
We will be advertising in-store as well as with adverts on the
websites for both stores.
TWENTY-TWO

24. Barnes & Noble poster
TWENTY-THREE

25. Wal-Mart poster
TWENTY-FOUR

26. Textbook insert
Rental textbook companies such as Chegg and Amazon often put
advertisements in their packages to send to students. This is a direct out-
of-home advertising tactic to reach consumers. They will most likely see
this advertisement when opening their textbook package. Since Illusion
Ink highlighters and rental textbooks go hand and hand, this allows
consumers to associate the product with their books. This advertisement
also features a discount for consumers to use on their first purchase.
TWENTY-FIVE

27. Textbook insert
Disappears in your book.
Reappears in your mind.
No longer a disappearing act of your money.
Tired of spending money on textbooks? With Illusion Ink highlighters, you can
now highlight in rented textbooks without leaving permanent marks. Return
your books to the rental company without any fees attached.
I bet this was easier than you thought.
Illusion Ink
Learn more at www.illusionink.com and use code INK10 for 10% off your first purchase. @IllusionInk
TWENTY-SIX

28. Now it’s your turn to watch
magic happen!
VISIONARYADVERTISING
TWENTY-SEVEN
Visionary Advertising
909 N. Michigan Avenue
Chicago, IL 60611
TEL: 847-679-3458
Contact: Holly Llewellyn
h.llewellyn@visionary.com