Work Wide.

Jin An w Steven Ai w Anya Bali w Oisin

Harrington w Julia Song w Andrew Lin w
Alexandra Tan

Executive Summary

Overview

Overview

Target
Audience

Audience

Strategy

Strategy

Image

Image

Execution

Execution

Costs and
Budgets

Costs
1

Company Overview
Canadian Telecommunication and wireless equipment company
Devices Business:
Delivering smartphone
products

Enterprise Services:
Offer enterprise
products and services

Blackberry Technology
Solutions:
QNX Software System,
Certicom, Paratek,
-
Internet of Thing (IoT)
Platform, Intellectual
Property and Patent
Licensing

Messaging:
Blackberry Messenger

Global Headquarters: Waterloo, Ontario, Canada

CEO: John Chen. CFO: James Yersh. COO: Marty Beard
Overview

Audience

Strategy

Image

Execution

Costs
2

Target Audience
Professionals

Productivity Driven Professionals, those

working in the professional and corporate world
Long Battery Life, Physical Keyboard,
Security

Features
Frequent
Callers

People who still value and utilize

good call quality

BusinessOriented

Less focus on the everyman user

Overview

Audience

Strategy

Image

Execution

Costs
3

Strategy
Can accomodate all major smartphone
platforms suitable for the growing
BYOD trend

Market towards businesses

Blackberrys biggest users

Focus campaign on BES12, Blackberrys

secure enterprise mobility management
(EMM) Platform

Market towards young professionals

who may see Blackberry as
unfashionable

Though Blackberry
once held a major
market share in
mobile phones, the
company now
targets a niche
market:

BUSINESSES

Overview

Audience

Used for business

by 80% of
Blackberry users
Strategy

75% of
44% of companies
companies in high
in developed
growth markets markets use BYOD
use BYOD

Image

Execution

Costs
4

Image

Software
BES12, BBM, WatchDox

Overview

Audience

Professional
Emphasize sleekness,
productivity

Strategy

Image

Businesspeople
Focusing on businessdriven consumers

Execution

Costs
5

Execution
Campaign-centered, short-term plan
Partner with startups
Advertise in higher-end publications
Emphasize sleekness, corporate advantage, productivity
5 TV network ads-30 second ad for 1 month
Midpoints during campaign to check on progress and ROI

Overview

Audience

Strategy

Image

Execution

Costs
6

Costs and Budget

Basic Television
Campaign

Online Campaign

Publications

$13,000 - $200,000

$10,000 - $22,000

$40,000 - $70,000

Per timeslot on
Top 5 Networks
$175,000 x 5
networks x 3 hr =
$2,625,000

Overview

Audience

Website and content

curation
Twitter: $200,000 x
90 d = $18,000,000
Facebook: $170,000
x 90 d = $15,300,000
Strategy

Image

Per 4-color page

WSJ: Full and color
$398,148
New York Times:
Full and color
$289,762

Execution

Costs
7

QUESTIONS?

Appendix
Marketing Budget

TV

Online

Newspaper

Corporate Sponsorship

TV
Online
Newspaper
Corporate Sponsorship
Other AdverAsements

2625000
33300000
687910
8387090
45000000

Other Advertisements

Resources
http://us.blackberry.com/company/newsroom/executive-team.html
http://yourbusiness.azcentral.com/average-cost-national-advertisingcampaigns-26091.html
http://images.forbes.com/fdc/mediaresourcecenter/Thoughts.pdf
http://gaia.adage.com/images/bin/pdf/TV_pricing_chart_for_web.pdf
http://www.wsjmediakit.com/files/uploads/201410/Newspaper
%20Global%20Rates%202015.pdf
http://nytmediakit.com/uploads/rates/Rate_Card_EXLUX-DollarNYT_v2.pdf http://www.adweek.com/news/technology/apple-paystwitter-some-200000-ipad-ad-barely-uses-social-free-160819
http://www.businessinsider.com/facebooks-logout-page-has-oneinsanely-expensive-ad-2012-3
http://www.forbes.com/sites/maribellopez/2013/01/30/blackberry-10-anew-market-worthy-competitor/
http://www.canadianbusiness.com/business-news/review-blackberrytargets-corporations-not-consumers-with-passport-phone/
Image
9