TEENAGE MUTANT NINJA

RTLES U T
BY

CH CAMMACK ZA

2 TABLE OF CONTENTS Executive Summary Background Competition Objectives Target Audience Strategies Timeline Budget Survey Media Alert Media Kit

TEENAGE MUTANT

3 4 6 7 7 8 10 11 12 14 15z

NINJA TURTLES EXECUTIVE SUMMARY

We will be working with the Teenage Mutant Ninja Turtles in order to increase their publicity and allow the citizens of New York City to realize exactly just how important the Ninja Turtles are when it comes to stopping crime and keeping the citizens safe. Getting the our clients back into the public eye will allow the citizens of New York City to see just how much the Teenage Mutant Ninja Turtles do for the city. We feel that setting up a variety of different public appearences will allow us to portray the Teenage Mutant Ninja Turtles as the best crime fighting group that the city has to offer. We have given ourselves a timeline of six months to complete our plan and believe that within that time we will be able to accomplish our goals.

4 BACKGROUND

TEENAGE MUTANT

The Teenage Mutant Ninja Turtles are New York Citys premiere crime fighting team. Located out of the NYC sewers, the Ninja Turtles have spent years learning Martial Arts so that they might be able to protect the citizens of the United States largest city. The Teenage Mutant Ninja Turtles got their start when four ordinary box turtles made their way into the sewer after being abandoned by their owner. While in the sewers, the turtles came in contact with a mysterious green ooze that mutated the turtles, giving them the ability to think and act as humans. The mutation also caused the turtles to grow to the same size and stature as humans. The turtles were found by Splinter, a rat that had also been mutated by ooze. Prior to Splinters mutation, he was an ordinary rat owned by a master martial artist. Throughout the years, Splinter watched his master and learned to become a master of both hand to hand combat as well as a master of ninja weapons. After finding these newly mutated turtles, Splinter taught them to become master ninjas so that they would be able to fight any criminals or evildoers found in New York City. The Teenage Mutant Ninja Turtles first found mainstream popularity when they signed a contract to have their adventures told as part of a Saturday morning cartoon. The show premiered on December 28, 1987. As their popularity grew, stories of the turtles were also told in three live action

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movies. Teenage Mutant Ninja Turtles was released in 1990. with the sequels Teenage Mutant Ninja Turtles II: The Secret of the Ooze and Teenage Mutant Ninja Turtles III released in 1991 and 1993. The three movies went on to gross over $255 million dollars in theaters and bring the Ninja Turtles to the height of their popularity. Recently the popularity of the turtles has fallen as other super hero groups have become more popular due to movie and television deals, as well as comic books.

6 COMPETITION

TEENAGE MUTANT

There are currently a number of crime fighters working out of New York City. Being the largest city in the United States of America, New York City has been the victim of alien invasions, mutant terrorist attacks, organized crime schemes and a number of other illegal activities. With all of these threats to the people of New York City, it is no surprise that more and more crime fighters have come to defend the citys population. Such big names as Spider-Man and the Fantastic Four are just a few of the heroes currently residing in New York City. With many of these super heroes having their story told in big budget movies, their popularity has skyrocketed while the popularity of the Ninja Turtles seemed to reach its peak in the mid-90s.

NINJA TURTLES OBJECTIVES

Our primary objective will be to increase awareness of the Ninja Turtles by 25% within the next six months. This will be measured by surveys conducted at the beginning and end of our campaign as well monitoring several websites, blogs, search engines, etc. on the internet. A secondary objective will be to increase the sales of Teenage Mutant Ninja Turtles merchandise by 20%. This will be much easier to monitor as we will just need to look at the overall sales of officially licensed merchandise.

TARGET AUDIENCE
For this campaign we will have a very broad target audience. Since people of all ages, genders, and financial backgrounds are saved by super heroes, our target audience will be any citizen of New York City. Men and women of any age, ethnicity, or social class are a part of our target audience.

8 STRATEGIES

TEENAGE MUTANT

We would like to set up an event where members of the community will be able to come and meet the Ninja Turtles. There will be an opportunity for autographs, pictures, and a question and answer session with the heroes as well as their sensei, Splinter. This will allow the people of New York City to get to know the turtles as well as hear some of their stories about saving the city. We would also set up merchandise booths at the event in order for those that come to purchase items to be autographed. We will distribute press kits to local media outlets that would include an op-ed piece for them to run in their respective news vehicles. In addition, we will give the invitation for members of the media to come and visit with the Ninja Turtles before the event becomes open to the public. Another way for the heroes to be able to get back into the public eye would be for them to appear at some of the local sporting events. All of the professional sports teams in New York City have very strong followings and are well attended, so being able to make appearances at these events would be a great opportunity to get the Ninja Turtles name on the lips of New York Citys citizens. We have currently arranged to have one of the turtles throw out the first pitch for both the New York Mets and the New York Yankees, drop the puck at a New York Rangers game,

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as well as make appearances with the New York Giants and Jets NFL teams. The NBAs New York Knicks have also agreed to allow the turtles to perform a martial arts exhibition as halftime entertainment for one of their games. In addition to making these appearances, we would be able to work on our secondary goals by partnering with each of these sports team in order for them to sell officially liscenced Teenage Mutant Ninja Turtles merchandise on the nights that the turtles would be making an appearance.

10 TIMELINE
January 2011

TEENAGE MUTANT

We will administer the first survey at various spots around town in order to understand the publics perception of the Ninja Turtles. After collecting and analyzing survey results, we will administer our press kits to the local media outlets. Drop the puck at New York Rangers game. Community meet and greet at city hall. Release new merchandise to local vendors. Appearances at New York Knicks game. Throw out first pitch at NY Yankees and Mets games. Release surveys again to guage public awareness.

February 2011

March 2011 April 2011 May 2011 June 2011

NINJA TURTLES BUDGET

Administer Surveys $5000 New merchandise Hats Shirts Stickers Total $1000 $5000 $500 $11,500

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12 SURVEY
1.

TEENAGE MUTANT

Have you ever been saved by a super hero? Yes No If yes, which super hero or super hero group saved you? Spider - Man X-Men Teenage Mutant Ninja Turtles Fantastic Four Other (please list)________________________________ How often do you hear news about the Teenage Mutant Ninja Turtles? Weekly Bi-weekly Monthly 3-4 times per year 2 times per year Less that once a year How many Ninja Turtles are there? 3 4 5 6

2.

3.

4.

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5.

In your opinion, who is the best super hero or super hero group in New York City? Spider - Man X-Men Teenage Mutant Ninja Turtles Fantastic Four Other (please list)________________________________ What is the best super hero trait that the Ninja Turtles posess? They are great martial artists They have a wise leader They can move through town quickly They are giant green turtles, man. Where do the Ninja Turtles live? Central Park New York City Sewers Xavier Mansion Baxter Building

6.

7.

14 MEDIA ALERT
February 1, 2011 WHAT: WHO:

TEENAGE MUTANT

Teenage Mutant Ninja Turltes community meet and greet Teenage Mutant Ninja Turtles and their sensei Splinter will be there to meet, take pictures with, and sign autographs for members of the community. New York City Convention Center 100 Rockafeller Ave New York City 9:00 a.m. - 1:00 p.m.

WHERE:

WHEN:

BACKGROUND: The Teenage Mutant Ninja Turtles, the nations premiere crime fighting team, will take a break from fighting evil in order to meet some of the great people of New York City. Everyone is invited to attend the event and have the opportunity to meet Michaelangelo, Donatello, Raphael and Leonardo, as well as their sensei, Splinter. There will be opportunites for pictures and autographs as well as a question and answer session. NEWS INTEREST: The Ninja Turtles are celebrites in town that have never taken the chance to meet and mingle with the people that they protect. This rare opportunity is one that no fan of the Ninja Turtles would want to pass up. FOR INFORMATION: Zach Cammack PR Director (999)-100-1000 zach@tmnt.com

NINJA TURTLES MEDIA KIT

NEWS RELEASE February 1, 2011 FOR IMMEDIATE RELEASE Contact Information: Zach Cammack, PR Director Phone: (999) 100-1000 Fax: (999) 100-1001 email: zach@tmnt.com TEENAGE MUTANT NINJA TURTLES TO MEET WITH THE PUBLIC New York City given the chance to meet the citys greatest heroes

15 PRESS RELEASE

NEW YORK - The Teenage Mutant Ninja Turtles will be holding a community meet and greet in order to spend time with some of their fans. The turtles will be holding the event so that the community can come and meet them. Leonardo, Donatello, Raphael, and Michaelangelo will be there along with their sensei Splinter. This is a great opportnity for us to give back to the city that has done so much for us. said Leonardo, leader of the Ninja Turtles. The event will start off with a question and answer session, giving members of the community the chance to ask any questions to the turtles. Following the questions, community members can get in line for a picture or autograph. The event willl take place at the New York City Convention Center, located at 100 Rocafeller Road in New York City. Come and take advantage of this great opportunity to meet the best heroes in the city. For more information, please contact Zach Cammack at (999)100-1000 or zach@tmnt.com ###

16 FACT SHEET
Contact Information: Zach Cammack, PR Director Phone: (999) 100-1000 Fax: (999) 100-1001 email: zach@tmnt.com

TEENAGE MUTANT

TEENAGE MUTANT NINJA TURTLES TO MEET WITH THE PUBLIC - Teenage Mutant Ninja Turtles to meet with members of the community - Event is the first time that turtles have held an event where they will be meeting with the open public. - Event will start with a question and answer period, followed by photo op and autograph session - Will take place at the NYC Convention Center, located at 100 Rocafeller Road -

NINJA TURTLES BACKGROUNDER

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The Teenage Mutant Ninja Turtles are a crime fighting group headquartered out of New York City. The turtles were taught martial arts by their sensei, Splinter, and have used those skills to keep the citizens of New York safe from crime. The Ninja Turtles have been fighting evil for years now, and have saved the city from many threats during that time. They have been able to stop both foreign and domestic threats from causing harm to the city. The turtles pride themselves on their discipline, skills, and devotion to keeping the city of New York safe from evil. Those skills have allowed them to rise to the occasion many times throughout the years. The turtles reached the height of their fame in the mid-90s with the success of their three feature films, Teenage Mutant Ninja Turtles, Teenage Mutant Ninja Turtles II: The Secret of the Ooze, and Teenage Mutant Ninja Turtles III. The turtles still live in the sewers below New York City and strive to protect the people that live in the city that they love.

18 PHOTOS/GRAPHICS

TEENAGE MUTANT

NINJA TURTLES PITCH LETTER

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The Teenage Mutant Ninja Turtes are the citys greatest super hero team. Although New York City has a great number of heroes, the turtles stand above the others as the best this city has to offer. Unlike most of the other heroes in town, the turtles do not have the vast amounts of money needed to support a life of ease. Such heroes as Iron Man and Mister Fantastic are millionaires who can afford to live a posh lifestyle while they are not fighting crime. Like other heroes, the turtles fight crime without any thought of compensation, but they are willing to live a life of poverty because they know they are keeping the citizens of New York City safe. Splinter, the turtles sensei, taught his students to be humble and disciplined in their battle against evil. These traits allow the turtlles to continually fight crime without becomeing arrogant or expecting something in return from the city. They prefer to fight as humble citizens of the city rather than becoming famous and rich from what they do. The turtles are also humble enough to fight any rule breakers, not just the evil super-villains that most other heroes seem to exclusively fight. The turtles have save the city from their fair share of super villains, but they have spent just as much time stopping common pickpockets and thiefs from taking advantage of this citys great citizens. The Teenage Mutant Ninja Turtles are humble, disciplined and willing to live a life or poverty in order to keep the streets of New York City safe. It is for these reasons, as well as many others, that the Ninja Turtles are the citys greatest heroes.