April 9, 2013

Live UP Marketing Campaign
Client: Jawbone
Product: UP Health Wristband

Industry Background
The Jawbone UP is a band and smartphone app that allows its’ users to be able to track their movements, sleep, and food consumption (Jawbone). The wristband makes it easier for users to live a healthier lifestyle in an organized manner. The Jawbone UP would be considered in the industry of fitness and wellness. Its competition includes companies like Basis Band, Fitbit, DirectLife, Adidas miCoach Pacer, Nike+, Valencell, and many other devices. The industry size for this product can be seen as large for that there are many competitors with the Jawbone UP and living healthier lifestyles is trending. Many companies such as Nike+ and Fitbit have been in the industry for quite some time creating most of the industry’s market share, but with many new companies creating tracking devices of their own as well as smartphone apps have made the industry larger and more competitive.
Current trends involved in the fitness and wellness industry are being developed from individuals as well as corporations. Today, individuals are looking for new ways to lose weight, reduce the amount of stress in their lives, and live healthier lifestyle trends. Individuals will start to become more proactive in trying to keep up with these healthier lifestyles that will lead companies to involve themselves in this new market to combat the higher healthcare costs. Another major trend in the fitness and wellness industry is the obesity crisis happening in the United States. Many Americans have developed inactive and poor eating habits leading to preventable diseases like diabetes and heart problems. The UP wristband is a way Jawbone has taken advantage of a crisis such as obesity in the United States to help these individuals live up to a healthy lifestyle as well as make a profit. The government has also created trends for the fitness and wellness industry by developing bills such as Personal Investment Today Act of 2007, Workforce Health Improvement Program Act of 2007, and Strengthening Physical Education Act of 2007. These bills have created higher healthcare costs to develop healthier lifestyles for the American people.
The growth of this industry will continue to increase as more and more individuals seek this healthy and stress-free lifestyle. The Jawbone UP and other similar companies that promote this type of lifestyle will benefit from this growing demand and be able to take full advantage of this market. In Jennifer Wang’s article, “How Fitbit is Cashing in on the High-Tech Fitness Trend,” it is stated that ABI Research estimates that the total number of wearable devices with fitness and wellness applications will grow from 16.2 million in 2011 to 93 million in 2017; it also predicts that revenue from sports and wellness mobile apps will rise from $123 million in 2010 to $341 million in 2016.
Jawbone is a private company founded in San Francisco by Alexander Asseily and Hosain Rahman in December 2006. When they first came into the consumer electronics market, the company was known for their highly designed Bluetooth headsets. Upon the release of the first generation of Jawbone UP, the device received negative reviews because the bands would stop working and the app for the wristband wasn’t very compatible with the band. Since, the company has developed other product lines such as more advanced Bluetooth headsets, Jawbone UP (2nd Generation), and speaker systems. Today, Jawbone has received awards for their Jawbone ERA and ICON Bluetooth headsets, NoiseAssassin noise-eliminating technology, and speaker systems (Jawbone).

Product Description
The Jawbone product that we will be focusing on is the UP health wristband. The product is a thin bracelet intended to be worn all day, every day, by the user. The bracelet tracks the wearer's activity including their movement, and sleep in the background (Jawbone). This data can then be uploaded to the users phone or computer delivering insight into their life. The idea behind collecting this data is to capture a better understanding of the wearer's entire lifestyle, allowing them to make better decisions regarding their health. The UP health wristband is the second version produced by Jawbone; the first being a beta test in which the wristband failed to meet customer and industry standards. The revamped UP released in 2012 has many strong features that make it a high quality product. The following link is an informational, demonstrative video about the UP band and its features: https://jawbone.com/up#features.
Sales History & Market Share:
Data concerning this products sales history and market share are unavailable since the Jawbone company is private and has not released this information.
The UP bracelet itself retails at $129.99.
Strengths:
The UP is an amazing product with many strengths. The UP has the ability to track the users sleep and nap periods, distinguishing between light and deep sleep. The UP also features 24/7 activity tracking, tracking every move including calories burned, activity time and activity intensity. The wristband is also equipped with mood and food & drink tracking, both of which are inputted by the user. It will also give you a gentle vibrating reminder to stand and move around if you have been inactive for too long during your day. UP is water resistant and has a 10-day battery life as well as being ergonomically designed for the working individual or a stay at home dad (Jawbone). The bracelet is accompanied by a downloadable app application for the users cell phone. The upload capability is built into the structure of the wristband; one of the wristband’s endcaps is removable, revealing a standard headphone jack that can be plugged into the users device. The wristbands data is then loaded onto the device, allowing the application to create an easy-to-navigate interface displaying the data (Jawbone).
Weaknesses:
Although a very sound, durable and lifestyle encompassing product, it has been met with a few critical reviews. One complaint is that the endcap housing the headphone jack can sometimes fall off and become lost. Also, the bracelet does not offer bluetooth connectivity for wireless transfer of data. Another qualm is the present lack of support for Android operating systems seeing as the application is only available for Apple products. Also, regarding the application, the food tracking aspect has been seen as less helpful than it could be. Additionally, the mood tracking has been seen as a lackluster feature (.
Key Benefits: This wristband is a beneficial addition to any persons lifestyle. It is a simple way to keep track of the most important parts of a person’s daily activities. The most important features being recording sleeping and waking patterns, activity pattern tracking, sleek design, long battery life and durability. The UP wristband is built to last.

Brand Image:
The UP wristband's brand image is on the fence at the moment. In 2011 the UP came out and flopped extremely hard with countless bracelets that completely stopped working or fell apart. Jawbone acknowledged the inferiority of the product, recalled the bracelets off the shelves, and started 100% anew. The new 2012 UP is a fantastic product that will need some time to become regarded as a worthwhile purchase. Jawbone’s history of producing products of extreme quality will aid in the sales of UP.

Segmentation, Targeting, and Positioning
SWOT Analysis:
Strengths: Jawbone produces well-known and highly-regarded sound systems already, so they already have their brand established. As opposed to other fitness bands out there, Jawbone designed this one to look more aesthetically appealing, more ornamental. For those who don’t like the Livestrong-esque bracelets Nike produces, UP is attractive alternate with many color options available. Also, it offers what other bands don’t- sleep monitoring and customized alarms.
Weaknesses: Jawbone released a first generation UP bracelet in the fall of 2011, and it was a massive flop. The design of the bracelet didn’t withstand the wear and tear of users’ activities, and most of them broke, creating a wave of negative publicity. Even though they’ve redesigned the bracelet, and fixed the flaws, consumers aren’t quick to forget the money they lost in their initial investment.
Opportunities: So far, Jawbone has barely launched any promotional content involving the bracelet- at this point, they can go literally in any direction they want to.
Threats: Nike FuelBand is the most popular fitness bracelet on the market currently, and Nike has a much more substantial customer base and advertising budget.

Key Benefits:
This wristband is a beneficial addition to any person’s lifestyle. It is a simple way to keep track of the most important parts of a person's daily activities. The most important features being recording sleeping and waking patterns, activity pattern tracking, sleek design, long battery life and durability. The UPs ability to give the user comprehensive data makes it invaluable.

Brand Image: Currently, the Jawbone company itself has a great image in relation to its bluetooth devices and speaker systems, but the UP bracelet is suffering a pessimistic reaction to its second debut. The first time around, most of the bracelets were broken during use, and the corresponding iOS application was lackluster. Considering the premium consumers paid for the bracelet, its failure wasn’t taken lightly.

Positioning and Perceptual Map

The Jawbone UP is positioned as a high end health wristband. This product is a natural extension of other Jawbone products. Jawbone products are also seen as stylish and modern. This proves to be true with the UP health wristband. By having a higher price point than other similar products, it chooses to be more exclusive (Jawbone.com).

The two factors used to define the UP's perceptual map are cost and style. On the price axis, UP is pretty high up. The only similar product that has a higher price is the Nike FuelBand. On the style axis, the UP lies on the modern side of the scale as opposed to the traditional style. Nike's FuelBand is also similarly placed on the axis to the UP. Other similar products include the FitBit. This falls on the lower price scale on the axis as well as being more traditional as opposed to modern.
CDI: Unavailable
BDI: Unavailable
Brand Review: With this product campaign, we need to reintroduce the UP Bracelet in consumers minds as something reliable, easy to use and a trendy health-conscious lifestyle accessory.
We hope to use Jawbone’s current reputation to elevate this new product.

Buyer Analysis When considering who buys the Jawbone UP bracelet, we found that basically any individual with any level of health-awareness fits into the target market. The products main functions are tracking activity, eating, and sleeping, all of which combine to track and set healthy living and fitness goals. Most often, this product will appeal to people who already have some sort of fitness regimen, who desire a way to track their habits and progress, and to find opportunities for improvements. At the same time, relatively sedentary people may also buy into the UP bracelet, for the ease of use, which is oftentimes the motivational push individuals need to initiate a healthier, more proactive lifestyle. The decider is the intended user, motivated by the perceived need to monitor habits. The influencer is often peers, or friends (gym buddies, fitness instructors, coworkers, physically active family members). All it takes is one person to try out the product to pique interest in friends. Typically, an active person keeps company with other active individuals, and a lot of personal fitness is encouraged by group motivation, so one person wearing a bracelet in theory infiltrates an entire group of people.
Demographics:
Ages 20-40, 56% male, 44% female (UP is down), US & Canadian urban locations (AT&T, Amazon, Apple, Best Buy shoppers)
Psychographics:
People with active lifestyles or people who want to make a change in their current lifestyle. Proactive, initiative-taking individuals, goal-oriented, those who value self-awareness & self-improvement. Desire healthy living, but also value the interactivity and statistical capabilities of technology- people who already have “smart” devices. The kind of buying behavior associated with purchasing an UP bracelet is that of a more extended problem solution. The nature of the product is usefulness over a long period of time, and attempts to monitor and correct entire lifestyles, something much bigger than a convenience purchase. There is high involvement associated in making this purchase decision, as health wristbands and fitness tracking devices in general are typically very pricey devices. There are also other wristband competitors out there with different styles and different functionalities.
Does this purchaser need a waterproof band? Is this band too thick to rest an arm on the computer keyboard all day at their desk job? Does it track the specific data they want to see? Is it compatible with other devices they already have? Is it easy to use? Will it interfere with dress codes they may have? Is Jawbone’s technical support reputable? Is there good customer service? Can they afford it? Does the consumer perceive it will actually improve habits over time?

Marketing Goals
When setting out the marketing goals for Jawbone's UP, there were a few issues to look at. The number one issue is the competition. The UP in in direct competition with Nike's FuelBand. When the FuelBand went into pre-orders, it sold out in under ten minutes (Blisstreee.com). Further analysis shows that Nike's equipment division saw an 18 percent increase in sales (Yahoo). Other consumer data shows that 17 percent of consumers showed strong interest in Nike's FuelBand . While Nike holding a majority of the market, the goal of this campaign is to garner at least a 20 percent market share. Since it is a relatively new industry and other companies like FitBit developing their own wristband, it is vital for the UP to increase its market share since this product is moving from the introduction to the growth cycle of the product life cycle. At this stage it is important to increase sales revenue as well. Since Jawbone is valued at an estimated 1.5 billion dollars (Gigamon.com), Jawbone's UP easily has the financial resources to overtake majority of the less known products as well as take a chunk of the market away from Nike's FuelBand. Another marketing goal is to turn a profit within two years of the re-release of the Jawbone Up.

Promotional Program Situational Analysis In researching Jawbone’s efforts to promote the UP bracelet, the most resounding conclusion we found was that there just wasn’t much promotional content coming from Jawbone at all. They have a YouTube channel in which they feature videos about all of their products, and they only have one video devoted to the UP bracelet. Granted, that one video is a really decent advertisement, but it has only had 150,000 views in the three months it has been on the internet. Other than that one video, the only other publicity the bracelet has managed is a few articles from tech blogs and posts on Reddit- but that wasn’t company generated at all. We interviewed one person who bought the UP bracelet in January 2013. When we asked how he heard of the product, he said his brother read about it on a tech blog. Not seen a magazine ad, not a TV spot, not on internet ads, but in a tech blog- from which they had to actively research the Jawbone brand to learn more about the UP bracelet. Maybe the product is the embryonic stage, and Jawbone is waiting for early adopters to get the ball rolling, but as of right now, it looks as if they simply don’t have a marketing strategy as of yet.

Direct and Indirect Competitors A direct competitor is one whose products perform the same function and compete against each other in the same market. An indirect competitor is one whose product are closely related but not direct substitution for the product; rather have similarities but may compete in separate or overlapping markets (Belch). The direct competition chosen to compare to Jawbone’s UP are Nike and Fitbit. These two competitors were chosen because they are competing members of the exact same market as the UP health wristband; a look at our main competition will give us a competitive advantage. The indirect competition chosen to compare to Jawbone’s UP are Fitday and Sleeptracker. Fitday was chosen because they offer a similar application to the UP’s smartphone app. Sleeptracker was chosen for comparison because it offers an exclusive sleep tracking device which is one of the UP’s most attractive features.
Nike: Direct Competitor Nike, Inc. is a multinational corporation that is involved in the design, distribution, and selling of apparel, equipment, footwear, accessories and other products, and is a multi-billion dollar company that has a seen success for decades.
Segmentation
Nike segments their target audiences into a number of different brands. There are five total brands that Nike has that specifically target different markets. The largest of them is the Nike brand. It is also the most broadly segmented of them all. They target 15- 35 year old athletes as well as people just looking for athletic equipment to use in recreation (nikeinc.com). Converse is a second of Nike’s brands and they tend to focus on being a little bit different. According to their website, they target loving people who want to change the world for the better and basically celebrate the spirit of rebellion, especially in Rock & Roll (converse.com). Nike also has Hurley which distributes a line of action sports apparel for surfing, skateboarding, and other action sports (nikeinc.com). Jordan Brand is a brand of premium footwear and apparel inspired by Michael Jordan. These focus predominantly on basketball gear because of the inspiration, Michael Jordan (nikeinc.com). Last is Nike Gold, which is focused on the sport of golf and all that surrounds it (nikeinc.com).

Target Markets
According to their website, Nike’s mission is “to bring inspiration and innovation to every athlete in the world” (nikeinc.com). According to this philosophy, they are driven to inspire athletes of all experience levels as well as push the envelope of innovation to improve athletics. While their mission statement on the surface doesn’t identify their target market, a close look at it hints at who specifically Nike is targeting. Nike predominantly targets athletes, which seems pretty obvious, but it gets more specific than that. They tend to skew on the younger side of the age spectrum, typically between 15 to 35 years old. While they target both men and women, men tend to own more of their products than women (blogspot.com). However, with such a large presence, both men and women each make up a significant number of sales. As a global corporation, they target on a global scale selling to individuals across the globe. For the 2012 sales year, Nike had 24 billion dollars in revenue from all of its brands (nikeinc.com). Essentially Nike targets both male and female athletes from their teens to mid-thirties.

Positioning Nike, according to the words of its president and CEO Mark Parker, “is based on a core commitment to innovation; that’s how we stay opportunistic, serve the athlete, reward our shareholders, and continue to lead our industry” (nikeinc.com). From this statement, Nike is a brand that is on the cutting edge of the athletic world. They are constantly pushing the limits of athletic wear while at the same time trying to reinvent what is possible at the same time. This gives Nike a very modern positioning in the mind of consumers. Along with a modern position, they are also seen as a stylish brand. They are a name brand in many households across the globe. Having a modern and stylish brand, as well as being a name brand, gives them the ability to charge a higher premium for their products than other brands. Rather than being the cheapest brand, by having a higher than average cost, they solidify the idea of being modern and stylish as well as sophistication. Also, because of their target market, athletes between 15 and 35, they have a young and youthful image. This also adds to their positioning as a modern and stylish brand.
Budgets
For the 2012 sales year, Nike had over 24 billion dollars in revenue, which was up 16 percent from the previous year (nikeinc.com). As evident by their 2012 revenue, Nike is a major corporation that has the capability of spending a large amount on advertising. According to a CNN online article, in 2011 Nike spent 2.4 billion dollars on its various advertising campaigns (CNN). This 2.4 billion dollars focuses on a combination of traditional media which include TV, print, and radio as well as nontraditional media like direct marketing and social media. An interesting trend that CNN pointed out was how Nike is spending significantly less on traditional media advertising and focusing more on newer, unmeasured media advertising. Over the last 3 years, traditional advertising has been cut by 40 percent (CNN) while marketing budgets still continued to increase. This points to a new direction that Nike is choosing to go with its advertising plans.
Current Advertising
Nike continues to run some advertisements on traditional media. However, a majority of their advertisements have moved into different formats. According to their corporate website, Nike focuses now on nontraditional media. In 2002, the “Secret Tournament” campaign was Nike’s first integrated marketing effort. This combined the Internet, public relations, and retail and consumer events to create excitement for Nike’s soccer products. Other examples are how they have become the official sponsor of the NFL (nikeinc.com). They have also begun integrating into social media by releasing fitness apps on the App store. People can interact with one another by posting workout and fitness information as well as other personal information to profiles online and link it to Facebook profiles. This helps the consumer connect more with Nike products.
Sales Promotions
While there was no information on current sales promotions that the company was partaking in, Nike does on its store website have a section for clearance products (store.nike.com). Also, stores that sell Nike products have promotions on certain Nike products.

Public Relations
One of Nike’s PR campaigns is called “Raising the Bar”. This is Nike’s green and sustainability efforts. Nike has a complex and variety of ways in which they are going green. One of which is called Flyknet, these are a specific line designed to minimize waste. This entire collection contains various shoes, shirts, and other apparel was designed to be entirely sustainable. They also have systems in which they are trying to cut energy usage, remove toxins, slash water use, reduce waste, and support communities (nikeinc.com).
Past PR campaigns include the Live Strong campaign that focused on cancer awareness. This ended when Lance Armstrong admitted to doping and then stepped down from the charity. Nike was the official sponsor of the Live Strong campaign.
Nike also has the Nike Foundation which improves the lives of adolescent girls. The foundation started in 2004 aimed to give unfortunate girls from around the world a chance to live better lives and try to put a stop to poverty (nikeinc.com)
Direct Marketing Programs Nike has a system in which they send e-mail communications to people who sign up via their website. This allows them to receive information on the latest products that Nike is coming out with as well as other news relevant to the consumer. This provides Nike with direct communications with the consumer.
Message Strategies Most of Nike’s message strategies involve pushing the envelope forward and being on the modern edge of science. They try to do this in all of their advertising campaigns and keep a uniformed message throughout (nikeinc.com).
Media Strategies As evident from earlier, most of Nike’s media strategies are focused on social media and nontraditional forms of advertising. They are not focusing on huge, top down approaches but rather more social interaction between customers (CNN). This has been seen through the development of Nike+, an interactive online system that is integrated with social media tools. They have also been trying to make themselves more visible in other ways by sponsoring different events and making viral campaigns to increase awareness of the events that they are sponsoring.
Overall Assessment Overall, Nike has a very successful marketing strategy. They have clearly identified their target audience and have used appropriate tools to reach them. They also have a huge marketing budget to try and reach that market. As the number one athletic company in the world, they are taking the lead in choosing to not utilize mainstream advertising as their main form of advertising. They are moving away from that and more to nontraditional sources of advertising. This has paid off because in 2012, they increased their overall revenue by 16 percent. Fitbit: Direct Competitor Fitbit is a San Francisco based company famous for their namesake device the Fitbit. FitBit Flex is a direct competitor to the Jawbone UP bracelet. The FitBit Flex is their new product that you can wear on your wrist day and night to track steps taken, calories burned, hours slept, distance traveled, active minutes, quality of sleep, and also includes a silent wake alarm and is water-resistant.
Sales
The Fitbit Flex is a brand new product being released in spring 2013, so there has not been a report on the sales.
Growth
FitBit is a rapidly growing company with its successful launches of three successful products within the last year including FitBit Flex. FitBit products are carried over 10,000 U.S. retailer stores, and sold internationally, in countries like Canada, Spain, UK, France, Germany, Australia, and New Zealand. CEO & Co-Founder of Fitbit says, "We have a vision now of becoming the clear leader in personal health sensing." Therefore, Fitbit’s goal in growth is to surpass the leading personal health sensing devices and continue to create new technology to better track your fitness.
Key Benefits
Fitbit is a company that primarily focuses on fitness devices that keep you motivated and track your health which has allowed them to be seen as health tracker expertise. The main feature to the Flex that sets it apart from its competitors is that fact that it is compatible with iPhone 4s and higher, iPad, 3rd generation and higher, iPod touch 5th generation, PCs, Macs, and select Android devices. The fact that it can be compatible with more than just the iPhone gives it a greater appeal to those who do not possess an iPhone. Another feature that grabs people’s attention away from their competitors is the fact that it is the first fitness band to sync using the latest Bluetooth 4.0 standard. (Jawbone Up relies on a physical headphone jack to do this while the Nike FuelBand leans on proprietary technology for phone communication.) With this Bluetooth 4.0 standard the Flex can just tap a smartphone and the Fitbit App will automatically launch if your smart phone has NFC (Near Field Communication).
Positioning
Fitbit aims to create innovative, inspiring products and online services that help make people aware of their everyday activities and motivate them to do more. Fitbit’s products are consumer friendly and modern to make getting fit fun and interactive.
Promotion Program Mix
Fitbit mainly uses advertising to promote their products. They primarily advertise in fitness magazines such as Runner’s World. They became big in news once they showcased their product in 2013 Consumer Electronics Show in Las Vegas competing with not only other fitness devices but also all new technologically advanced electronics. As for social media, Fitbit has a Facebook page where it has 44,949 likes and a Twitter page with 21,197 followers. They also have their own blog, blog.fitbit.com that includes development, general questions, health info, press and awards.
Message and Media Strategies Fitbit motivates you to stay active, live better, and reach your goals.
Strength and Weaknesses
Weaknesses
Fitbit is a very competitive company with few weaknesses. The main complaint for the Fitbit Flex is that its battery life only lasts 5-7days unlike its competitors, which last up to 10 days. It also does not have a screen to view exactly how many calories burned without having to look at your Fitbit App. Another component that has been wanted by buyers is that it needs an altitude sensor for stair tracking.
Strength
The Fitbit has many strengths that draw people to it. It is compatible with iPhone 4s and higher, iPad, 3rd generation and higher, iPod touch 5th generation, PCs, Macs, New select Android devices (Samsung Galaxy S III, Note II). This allows you to see your stats, set goals, track your activity, sleep trends, log food, workouts, earn badges, connect with friends to share and compete for extra encouragement easily. It is the first fitness band to sync using the latest Bluetooth 4.0 standard. One of the coolest features is if your smart phone has NFC (Near Field Communication) you can tap your Fitbit Flex to the phone and the FitBit App will automatically launch. The bracelet is slim and stylish with many colors to choose from that include black, slate, teal, tangerine, and navy. If you get bored of your color or want another color to match your outfit, you can take the tracker out and put in into any of Flex’s colorful bands. The Flex uses sleek LED lights to show you how your day is stacking up against your goal. The bracelet is waterproof so you can wear it in the shower or even while you are swimming. One great feature is that it tracks the duration and quality of your sleep and will capture how many times you moved or woke up during the night. It also includes a silent wake alarm feature that vibrates to wake you up without waking up your partner. It integrates and shares data with RunKeeper, MyFitnessPal and other existing apps which means the data you’ve already collected isn’t lost; instead it makes it a more in depth analysis. Best of all, the Fitbit Flex is only $99.95 making it a the lower price range in comparison with its competitors.

Adidas: Direct Competitor Founded in 1948, this German-based company is the designer and manufacturer of sports clothing and accessories, as well as footwear, bags, shirts, watches, eyewear and other clothing and sport related products. Adidas is the first largest sportswear manufacturer in europe and the second biggest sportswear manufacturer in the world.
Segmentation
Companies like Adidas segment themselves to many different athletes and users all around the world. The company is the largest sportswear manufacturer in Europe and markets itself by observing the attitudes and buying practices of people all around the world. Each of their sellers has different designs to meet the needs of their different consumers. Adidas segments the company by demographic and psychographic segmentation. Demographic segmentation divides the market based factors like age, sex, education, and social class. The company produces athletic wear, clothing, shoes, body care, eyewear, and many other items. Adidas brands their products to women, men, and kids through a range of different styles that include Performance, Originals, and Style (adidas.com). Psychographic segmentation divides the market based on factors like personality or lifestyles. The company tends to focus on social class because people in the same social class have the same purchasing habits.
Target Markets According to their website, Adidas’ strategy is “to harness the emotion of sport and the benefits of a sporting lifestyle across all communication channels” (adidas-group.com). Their philosophy is to inspire athletes from all over the world playing the same sports and the benefits their products can offer to improve their game. The company targets itself to men and women from ages 15-35, but mainly to the urban youth. By urban youth, the company is targeting its athletic brands towards high-school student athletes from ages 14-19.
Positioning
Adidas is a brand built on leading technology and cutting edge design. The company positions itself in many different ways that market each different user. These positions include their three different divisions Forever Sport, Originals, or equipment that address different segments. The types of positioning they show are through attributes and benefits, product class, product user, and cultural symbols. The attributes and benefits the company positions it by are products like their Adidas Adizero. These shoes and clothes are made for all sports, but they position the shoes and clothes apart for that they are the lightest shoes offered in sports. Adidas targets itself by for a number of different sports such as soccer, football, and track. The company has not been known for basketball as much as the other sports, so the company has endorsed basketball stars such as Dwight Howard and Derrick Rose to position itself in the sport of basketball. Product user is another form of positioning the company does by associating it with a particular user of that group, such as soccer shoes with professional soccer players. Also, the Adidas three-striped logo is a cultural symbol the company uses to differentiate from other brands.
Budgets
According to Adidas Group, Group revenues grew 13% as a result of double-digit sales increases in wholesale, retail and other businesses in 2011 (adidas-group.com). After observing these numbers, Adidas is a major company that can spend a large amount towards advertising and promotion. In 2011, Adidas had spent $1.36 billion towards advertising and promotion, which was a 6% increase from the year prior due to their “All Adidas” campaign (adidas-group.com). The money spent for advertising went towards new product concepts and media such as television, magazines, direct marketing, and social media.
Current Advertising As stated earlier, Adidas had spent a great deal of money towards their “All Adidas” advertising campaign. This campaign was the companies’ biggest advertising campaign in history as it contained many professional athletes and pop icons (adweek.com). The company has also used in-action sports games to sponsor their new clothing. On February 22, 2013, the company will launch its new basketball uniforms, first-ever modern short sleeve uniforms, live during the Golden State Warriors versus the San Antonio Spurs. These types of advertisements help keep the company relevant and exciting (adidas-group.com).
Sales Promotion Adidas does not get much sales promotion until the end of the year or at the end of a products life cycle. Adidas does not employ much of a strategy for sales promotion, but authorized distributors such as Foot Locker, Champs, and Foot Action will promote sales (adidasindustries.blogspot.com). The company does endorse many soccer teams and other professional athletes. This allows the company to get a form of sales promotion through sports events as consumers see these uniforms live or by television.

Direct Marketing The company uses direct marketing when their customers sign up for an account on their websites. When a customer makes an account, he or she will receive monthly email updates on new apparel or equipment.
Message Strategies Adidas’ message is to be the leading sports brand in the world (adidas-group.com). They accomplish this by providing a wide range of products including apparel, footwear, and sports wear. By providing this wide range of products, the company can meet the needs of their consumers. Adidas commitment to product innovation differentiates the brand from competitors and allows future growth (adidas-group.com).
Media Strategies As stated earlier, Adidas media strategies have encompassed many forms of media including television, magazines, catalogs, and social media. Their biggest advertising campaign “All Adidas” has created a big push for the company to reach the ‘urban youth’ of the world. Adidas sponsors many events to promote their products, but the promotion through sporting events provides much of their media strategy.
Overall Assessment Overall, Adidas has had a great marketing strategy, especially their most recent “All Adidas” campaign. They continue to reach their target markets through their segmentation, positioning, and advertising strategies. The strategies Adidas has used have proven success for that the company’s revenue increased 13% from 2010 to 2011. FitDay: Indirect Competitor
FitDay, founded in 2002, is a free online diet and exercise journal. FitDay began as a personal computer software application developed by two entrepreneurial brothers in Boston (Bloomberg Business Week). Soon after, they developed an online version of the software for users to access over the internet. In 2008, the company Internet Brands acquired FitDay and the site operates today under the Internet Brands Health category (Bloomberg Business Week). The entire premise of the website is that is a calorie counter, fitness tracker, and analysis tool- at the free level. Users can choose to pay for a premium version that includes personalized interaction and advice from registered dieticians, and the creation of individualized weight loss plan. Their website claims that they have over 6 million registered users. They have the typical range of logs, such as food, activities, weight and measurements, but they also have a “mood” log for an additional level of analysis. All of these are separate modules (TopTenREVIEWS), and can customizable and offer automatic informative progress charts.
Segmentation
FitDay targets a much different market than those of the fitness bands like UP. Since it was first developed in 2002, it’s been around since before the rapid growth period of “smart” devices. This isn’t a highly technological fitness tracker, and basically anyone with access to the internet can register for an account. Also, the nature of the software enables the user to only participate as much as they want; the user manually logs in their fitness and diet data his or her self when they want to, on their schedule. Because of this easy, give-as-much-as-you-want design, this product, or rather, service, appeals more to the “preoccupied” user; someone who desires a change in lifestyle, but not necessarily the all-consuming involvement of more pervasive fitness devices. The no-cost aspect of FitDay also expands its market significantly, making it available to anyone with an internet accessible computer. The attributes of FitDay’s service is also the kind of service one would receive from a gym membership or instruction from a personal trainer. However, both of those can be costly to some consumers, and sometimes individuals feel too self-conscious to visit a gym. Because of all of these factors, FitDay’s consumer segments include working (or busy homemaker) individuals, more women than men, aged 30-50, with no particular geographic area, given its internet platform.
Positioning
FitDay employs positioning by product attributes and benefits. There are more online fitness trackers out there than can be counted, and to the average half-involved consumer perusing the web, they can all start to blend together. However, FitDay created a new product benefit: dietician consultation. While this service is reserved for the members who pay for a premium account, even the free account members see this service advertised all over the website. Even though dieticians are not inherently doctors, many people see the word “dietician,” and immediately think of their skill level as the same as one of a doctor’s. Advertising this kind of medical expertise as a benefit of their service sets FitDay apart from similar online competitors, and contributes to a more “legitimate” public opinion.

Budgets
Because the parent company of FitDay is Internet Brands, Inc, and they are a privately owned company, their budget is unknown (Internet Brands). However, the free version of the service is chock-full of internet ads, so we can assume a decent portion of their revenue comes from advertising partners.
Current Advertising, Sales Promotion, Public Relations, and Direct Marketing Programs
Because this service is an online tool, FitDay’s primary channel of advertising and promotions are through social media, and their presence on Facebook and Twitter. Most of their public relations is through exposure on Health review websites, or “Best-of” compilation lists on fitness blogs, like Lifehacker, TopTenREVIEWS, Diets in Review, and Diet Spotlight. Once you become a member, whether through a free account, or a premium account, you can opt-in to e-mail updates (direct marketing).
Message Strategies FitDay’s homepage, FitDay.com, is the main advertising message that consumers see, because other than social media, they don’t have much advertising & marketing. On their website, they use a minimal, utilitarian, yet pleasing and attractive layout. Font sizes are narrow (hinting towards thinness), and they make key words like “free diet,” “weight loss tools,” and “registered dietician” bold, and catching colors like blue and orange. They have a tagline, “See real results by working with real professionals” (FitDay.com), which differentiates them from all the other free online fitness logs available. They also display pictures of users on their computers logging in their activities while in the comfort of their home, in their dining room, and on their couch; suggesting a relaxed atmosphere. They also write “Trusted by over 6 million users” (FitDay.com). This number is definitely eye-catching, after all, how can 6 million users be wrong? However, signing up for their standard, no frills account is completely free and relatively quick, so it’s no surprise that they have that many accounts in their system- but how many of them are actually active users?
Media Strategies
FitDay has a decent media presence; they’ve had a fair amount of exposure, but I’m not positive it could be considered a strategy. FitDay advertises on their website they that have been featured in media outlets such as Women’s World Magazine, Yahoo!, The Washington Post, Health & Fitness Magazine, The Wall Street Journal, and PCMag.com (FitDay.com). However, they were either posted so long ago, that you cannot even locate said article, or FitDay was merely just a paragraph of a mention in a long list of comparable fitness websites that were all being reviewed at the same time. That being said, I haven’t been able to find any other evidence of anything close to a media strategy.
Overall Assessment
FitDay is an easy, positive complement to an individual’s regimen towards better health, but it’s not for serious fitness/health junkies, like a health bracelet would be. Although their website says it serves 6 million users, we can safely say that number would be dramatically reduced if they tracked the number of users who actually used it comprehensively and for a long, measurable amount of time. FitDay does have a companion mobile app to their website, for on-the-go, more convenient tracking, but why would a consumer use that app when they can also get a free app from a more reputable brand like Nike? There’s not much brand awareness associated with FitDay, and they don’t seem to be trying to turn that around, so I don’t think this is a product that is likely to experience any more growth in its life cycle. In terms of competition, I do not think Jawbone’s UP bracelet should be concerned.

SleepTracker : Indirect Competitor The sleeptracker is the flagship product designed and distributed by the Atlanta Georgia based company, Innovative Sleep Solutions. This eight year old company has seen significant growth in the past three years, putting itself and its product high in market share ranks (Sleep).
Segmentation
Innovative Sleep Solutions (ISS) has created a technology that allows the user to track their sleep patterns; called simply, SleepTracker. As an indirect competitor to the UP wristband by Jawbone their segmentation strategy is slightly different. Since everyone in the world has to go to sleep at some point and therefore wake up, there is no differentiated strategies by ISS for geographic areas, SES nor demographically. The psychographic segmentation is targeted towards individuals who lack proper sleep or wake up feeling tired. The same can be said for benefit segmentation as psychographic, individuals seeking more restful sleep. The segmentation of the SleepTracker is rather limited since the product is highly specific in its use (Sleep).
Target Markets
With the price point slightly above the UP, it can be said that ISS is attempting to target middle to upper-class Americans. Going further, the SleepTracker is segmented heavily towards individuals who wake up feeling tired or groggy every morning. The age range being targeted would have to begin with young adults around age 14 or 15 and continue to the senior citizen market. The idea that anyone could use this product allows Innovative Sleep Solutions to target a wide range of people (sleeptracker.com).
Positioning
Due to the nature of the product, ISS has a very singular and specific positioning strategy. The image that they are trying to portray can be summed up into ‘health benefits’. ISS wants the user to acknowledge that they are not getting enough sleep or are waking up tired and enthusiastically, and that these are poor habits to have. Innovative Sleep Solutions wants the consumer to feel like they can improve their lives with better sleep. They also want the user to understand that their bracelet offers superior technology and works consistently. With a limited range of options for positioning, ISS has chosen a fitting route with their SleepTracker (Sleep).
Budget
Innovative Sleep Solutions is a privately owned company that does not release information on advertising budgets.
Current Advertising/PR It appears that ISS does not put much money or effort into advertising this product on a large scale. I say this because I was unable to find any other videos advertising the product other than their own demonstration/informational video on Youtube and their website (sleeptracker.com). The only form of advertising I was able to find was single page print ads in a few fitness type magazines in electronic form (For example thatsfit.com and bicycling.com). It seems that the SleepTracker relies heavily on other fitness magazines featuring their product in a comparison type or article; pitting this product against products that offer similar overall uses. I would classify this type of exposure as Public Relations rather than direct advertising (Sleeptracker).
Direct Marketing ISS does offer an emailing opportunity for those who wish to hear news about the SleepTracker and other products or innovations they are coming up with. This provides a firsthand look for consumers that may be interested in buying the product or own the product and enjoy staying up to date on the technology (Win).
Message Strategies The main message that one receives when from ISS as they advertise their SleepTracker would have to be overall health benefits. This company has stuck to this message and gets most of their press in journals that have similar/congruent themes.
Overall Assessment
The SleepTracker could be a useful product for any person trying to pin down their sleep patterns. The lack of advertising should be a concern to the company but it would seem that they are doing fine with the amount of ‘free’ press they receive through comparison articles. The primary source of the SleepTracker’s reputation comes from online reviews and other word of mouth mediums. Jawbone should not be too concerned with this product stealing revenue since the SleepTracker offers only one of the benefits that the UP has to offer.

IMC Objectives and Strategies

Our advertising campaign hopes to increase brand and product awareness among healthy lifestyle consumers; and reintroduce the second generation product to consumers who have previously encountered the beta version of Jawbone’s UP Bracelet. In effort to implement this brand and product awareness, we will use the innovation adoption model. The model will move through a series of steps that include awareness, interest, evaluation, trial, and ultimately adoption (Belch).

The Innovation Adoption Model

Awareness
The first and most important goal for Jawbone is to create consumer awareness about the UP health wristband. It is critical that target markets know Jawbone creates more than bluetooth headsets and speaker systems. Creating awareness will entail extensive coverage in multiple media vehicles over a 3 month period. During this time, we will place ads in multiple types of magazines while focusing on fitness more than others, short introductory clips on youtube and street level ads in metropolitan areas.
Magazine ads will be an important aspect in the opening stages of this campaign to reach a large audience in a short period of time. Initially the focus will be broadened to multiple types of magazines including: fitness, gender oriented and lifestyle; with a more heavy focus on fitness. This will allow the name Jawbone and the UP wristband to be on the minds and in the mouths of consumers across the country. This technique will spread knowledge to our major demographics in a short period of time. The goal is to run one page ads in monthly or bi-monthly prints for 2 months; resulting in double or quadruple exposure to subscribes and up to one or two instances of exposure for casual readers (Belch).
During the third month of our awareness campaign, we will utilize short, 15 second advertisements on youtube. Unlike 30 second ads on this website, these ads cannot be skipped by video users. The ads will be placed before relevant videos such as: weight lifting/exercise, diet tips, recipes, sleep improvement, etc. We believe that repeat exposure will put the idea in consumers minds that they need a fitness bracelet and potentially putting UP in their evoked set. This short bombardment of information will be crucial in making consumers aware that the UP is a viable option in a lifestyle improvement type purchase (Belch).
Running simultaneously with both the magazine and YouTube advertisements, we plan on featuring street level ads in heavily populated metropolitan areas. These ads will run for the three month period and be placed on bus stop overhangs and benches, and potentially taxi-tops and bus-sides. The purpose of these ads is again to put the brand Jawbone and the name UP in the minds of consumers across the U.S. Some cities to be featured will be: D.C., New York City, Seattle, San Francisco, Boston, Chicago, Philadelphia and Miami. With this amount of coverage, it will be hard to ignore UP.

Interest
A successful awareness campaign will inherently create interest. Interest amongst consumers is characterized by knowledge of the product as well as desire to own something in the product category. After a few months of the awareness stage, carrying out the interest objectives would be a continuous process throughout the year allotted of this marketing campaign.
One interest objective would be to identify and communicate with early adopters to spread a positive word of mouth. Communicating through social channels such as friends, associates, co-workers, etc. would create a powerful source of information for consumers that would be interested in the Jawbone UP (Belch). Providing details and benefits about the Jawbone UP to these channels would create knowledgeable sources. By communicating through these social channels, we would encourage these sources of consumers to pass along this information to others. Targeting early adopters would generate interest, for that, this group of people are the first to purchase the product. Early adopters are usually very knowledgeable in the product features and benefits, so with their positive reviews of the Jawbone UP would influence the purchasing decisions of others that take their advice seriously.
Another interest objective would be to enhance the company’s social media presence with websites such as Facebook, Twitter, and Myspace. Creating more interactive social media websites with consumers would allow Jawbone UP to gain insight of the community by creating conversations to attain engagement and participation from others towards the company. Through a more interactive social media presence, we would create promotions within the websites to provide information about Jawbone UP to educate consumers. These promotions would consist of games to engage the consumers with the product and at the end of the game sales promotions would be given such as limited deals, discounts, or coupons. Creating interest we would develop sales promotions to increase the company’s consumer traffic through their online stores and traditional retailers like Best Buy, Apple, and AT&T (Jawbone). Traffic would increase Jawbone’s website visitors, which would allow customers to view the Jawbone UP product information or purchase the product itself. Sales promotions that would be offered through Jawbone’s selected retailers are limited discounts such as a 10% off the consumer’s purchase if ordered that day. These type of sales promotions would stimulate potential consumers to take immediate action in response to these discounts.

Evaluation
Once a consumer is interested in our product they will seek information regarding the UP health wristband as well as products that perform similar functions. It will be critical to supply curious consumers with copious amounts of information that is easily accessible and relevant to their inquiries.
Evaluation starts when interest is formed, and from there is a continuous process that doesn’t end. UP’s website is a wealth of information for potential customers, as they list product features, technical specifications, and have a frequently-asked-questions section. Another huge component in the evaluative process is the critically comparative nature of the technological industry. With almost any technological gadget that is introduced in the market, numerous reviews and experience blogs pop up. When there are other alternatives available in the market, like Nike’s Fuelband and the FitBit Flex bracelet, potential buyers want to make the most informed decision, especially when it’s an expensive purchase. In these cases, with the rising relevance of online resources and sharing capabilities, people take to the internet to do their research, and what better way to shop around than by product comparison? There are numerous tech sites and consumer guide websites for individuals to learn more about a product and form opinions.
We also think running comparison ads will further influence the evaluation process. Since there are other competitors in the market for the same consumers, we predict running ads toting our competitive advantages against UP’s competitors will be successful in painting Jawbone and UP in a positive light, influencing customers to buy it over a competitor.
Along similar lines, we also want to run ads that brag about UP’s best features. This wristband has plenty of similar features as other health wristbands, but the combination of all its features contributes to a holistic approach towards healthy living. For instance, this band not only tracks caloric intake, steps taken, and exercise segments, but also sleep patterns, and moods, and helps users to form connections between all these habits (Belch).
Some of our ads will be highlighting UP’s functionality and best features (straight sell advertising), present the facts and functional benefits to the consumer, appealing to the rational side of the brain. Our objective in running these types of ads is to present factual information to the consumer, and letting them and their prior knowledge of general health-living decisions form conclusions about how this product will work for them.

Trial
We will host three different trials to allow consumers to test the product and fully understand the benefits from using it. First, we would create a giveaway sweepstakes for special interest video blogs on our Jawbone UP facebook page. The winner of the giveaway sweepstakes would receive a free UP bracelet. Second, our website would display videos of people blogging about their own UP bracelet. This would allow viewers who are interested in the product to visually see all that it can do through other consumer’s personal experience. Third, with our gym partnerships, interested members demo the UP wristband for a workout session, allowing them to log in activity, and then display stats on the gym’s preferred media outlet; an iPad, an iPhone, a computer. This enables consumers with any degree of interest in health wristband or the UP wristband itself to try it out themselves, and form conclusions. With our brand representative program, we aim to have ambassadors out interacting with the public, showing consumers the product’s functions and benefits, which will lead to individual, personal product evaluations and testimonies amongst our target markets. We would need six months for our trials mainly due to the time spent on finding gym partners and allowing them to benefit from their members using our UP bracelet. It also allows time for gym members to be hooked on the routine of using an UP bracelet for the time spent at the gym (Belch).

Adoption
Having the product available through a number of different outlets is vital to the success of the product. Right now, the product is only available through Jawbone’s website as well as BestBuy and AT&T stores (Jawbone). A key component to the success of the product is having the product available at locations that fit logically with the previous aspects of the innovation adoption model.
Partner gyms and health clubs where product demonstrations take place is just one of the key components of the adoption phase of the innovation adoption model. By having the product available where potential customers can try out and use the product, they will be more willing to make a purchase after a successful trial. The strategy focuses on impulse buying. If the individual trying out the UP bracelet is very satisfied with the trial, the positive feeling will make them more likely to buy. If the product was not available at this location, then there is more time for the individual to develop negative feeling toward the product and ultimately not purchase the device.
A second adoption strategy is to have the product available at Dick’s Sporting Goods and other similar sport and athletic apparel stores. By choosing to sell products at this type of location, we are aiming to reach a portion of the target market. Users of this product are health conscious in nature and are regularly participating in sports or are looking to start living a more active lifestyle. We feel that sporting and athletic apparel stores attract people of this nature. So selling the UP band here would bridge the gap between reaching the target market and having the product available (Belch).
Another aspect of having the product sold in stores similar to Dick’s Sporting Goods is the integration with in store displays. It makes logical sense to sell the product in the same location that you have an in store display for. This would also make the product available in the same location where they can learn about the product and move through the other stages of the innovation adoption hierarchy model. This gives the person viewing and interacting with the display a chance to compete the cycle by adopting the product.
A third adoption strategy is to have the product available at Weight Watchers locations that advertise the UP band and utilize the brand ambassadors. Since this device is used to track fitness throughout the day, people who are watching how much they exercise would be a good fit for this product. Having the UP band available at this location would increase the likeliness of a person who is learning about the product and then moving through the different phases of the hierarchy mode of making a purchase. By increasing its availability as well as being able to purchase it in the same locations that people are interacting with the product, it increases the possibility of making a commitment sooner (Belch).
It is also worth noting that it is important to still keep the product available at its current retail suppliers as well as online. Having the online store is especially conducive to adoption because it allows people to buy the product from a location in which they can find out a lot of information about the product. BestBuy is also a great location for selling the product because the product is seen as innovative and technologically advance. Since BestBuy is a technology store, it is a good pairing. This helps broaden the appeal of the product to more than just a health accessory, but a technologically advanced accessory.

Logo and Theme The current theme for UP presented by Jawbone is “UP. Know yourself. Live better”. While we do not necessarily dislike this slogan, we believe that there is potential for a more all encompassing slogan/theme. Not only is there potential for a larger scale theme, but the UP does so much that it deserves a better theme. We decided to give the product a more holistic theme, using the primary slogan “Live UP”. This slogan can be used by itself or in partnership with complementary slogans like: “Live UP to your expectations”, “Live UP to your goals” or “Live UP to your dreams”. We believe this conveys a strong message that everyone has the capability to be their best selves. We have decided that the current logo for UP is sufficient at the moment. The logo currently exhibits the classic Jawbone texture, in blue, featured on everyone of their products as the background. The word UP, in white, as the header and Jawbone, in white, as the subheader.

Budget
We are pursuing a bottom-up budgeting method, in order to properly plan for what is deemed necessary to attain our advertising goals. We have carefully strategized what mediums and promotions we aim to produce, so we have a fairly structured idea of what our campaign budget will need to be. Our team will be incorporating the objective and task method to determine our total cost of the marketing campaign.
In light of needing to break down each individual activity in a future report, we only have an estimate of a year’s worth of advertising dollars- approximately $3 million.
Approximately $63,000 of our budget will go towards our more guerilla-type marketing- placing the wristband in gyms in select cities across the United States.
Approximately $400,000-800,000 will go towards YouTube InVideo Ads.
Approximately $500,000 will go to our paid brand representatives.
The remaining balance will towards more traditional channels- magazine print ads, street level ads in metropolitan areas, and social media.

Creative Strategy Statement

Platform
Platinum Logic’s copy platform associated with Jawbone’s UP Health Wristbands has an overall aim to elevate the brand in consumers’ minds, create dissatisfaction with the current status quo in health and fitness monitoring, and persuade potential customers that the use of the UP Health Wristband is the sleekest, most proactive way to track and broadcast your healthful habits.

Campaign
Our advertising campaign hopes to increase brand and product awareness among healthy lifestyle consumers; and reintroduce the second generation product to consumers who have previously encountered the beta version of Jawbone’s UP Bracelet.

Message
Our message strategy attempts to create within viewers and consumers a dissatisfaction with their current methods of tracking and measuring health and fitness goals or progress. We hope to persuade our target audience with the band’s sleek and fashionable design, the high-tech appeal of the real-time companion app, and its functional and convenient benefits. If a person wears the band throughout the course of an active day, all of their motion-oriented activity is conveniently tracked, their periods of rest are monitored, and in combination with the manual log of food items eaten, their entire lifestyle can be quickly and easily retrieved in a data analysis on the accompanying app, and thus, better lifestyle decisions can be more easily made. This all-in-one product, with its statement-making style and interactive ease of use makes an active, healthy-mindful life more accessible, and can even become a motivational tool. We want our message appeals to simultaneously create a level of fear associated with not being mindful and aware of your body’s level of health as well as a level of technological savviness and early innovation/adoption with the use of a new, interactive gadget that encodes and displays information about you, the user. We’re trying to play into the sleek, modern, non-clunky, “cool” electronic device trend that seems to be more prevalent in today’s marketplace.

Executions Print ads and street level advertisements are the first media outlets we plan on tapping into, and shortly after radio and YouTube ads. After a couple of months have passed, and after hype has been built over the product, we plan to introduce our brand ambassadors to the public, as well as demonstration products to big gyms across the nation.

Storyboard
The ad will show the full day of a Jawbone UP Health Wristband user starting with waking up to the gentle vibration of the bracelet to viewing their entire day on their phone’s app right before bed. A modern approach will be used on the ad with music in the background, no dialog except for a narrative describing the UP Health wristband features. The user will be a late 20 year old married graphic design woman who dresses fashionably (someone viewers would envy to be like). The ad will show all features of the wristband, the stylish wear of it, how it would increase your healthy habits, and how it would leave you feeling satisfied with your life.

Board 1: user wakes up to the gentle vibration of their wristband without waking her partner
Board 2: user checks sleep stats and records healthy breakfast
Board 3: user parks her car at the end of the parking lot at work to gain extra steps in her day
Board 4: Idle alert goes off at work, and user walks around the office area/outside for fresh air
Board 5: user records and takes a picture of their healthy lunch (salad maybe) and scans their drink’s barcode to find its calorie count.
Board 6: user leaves work and goes to the gym for a run
Board 7: user fixes healthy dinner for her partner and records it in her phone
Board 8: user views her entire day of being healthy with a look of content right before bed.

IMC Mix
Direct Marketing Recommendations

* Objectives: To increase brand awareness and place the UP health wristband in the evoked set of our target market. * Scheduling: The ad will be run in 7 magazines with a full page ad. The ad will be run once in the months of April, May, June and December; and twice in November. * Direct Marketing Plan/Timing: The primary form of direct marketing will be through full page print ads in fitness magazines. The magazines to be included are: Mens Fitness, Oxygen, Fitness, Runners World, Shape, Yoga and Pilates Style. Headlining the ad will be our main slogan “Live UP” and will feature an attractive young man or woman, dressed in athletic gear, sporting an UP health wristband. Below the individual will be informational text on the wristbands features and abilities. send this out to large number of homes, we will have excess waste coverage. So, to narrow it down without intrusively obtaining customer information, we plan to send direct mail only to urban business centers and office buildings. Our rationale is that these centers often have gyms onsite for their employees, so we can guarantee that a percentage of receivers are within our healthy-living-minded target market. Also, urban office spaces tend to have a younger employee population, a perception-driven mindset, more progressive lifestyles, and a higher average income- all which fit the bill for our target market. * Reach/Frequency: This direct marketing campaign will have extensive reach. This will be achieved with the complete page ad that will be published in 7 different fitness magazines. A large reach will really put our product in the mind of hundred if not thousand if not hundreds of thousands of consumers. The frequency of our full page ad will be prime for multiple reasons. The months to be featured include: April, May, June, twice in November and December. We chose the spring months on the basis that people will be picking up fitness magazines in time to get fit to expose their bodies on vacation or in hotter climates. November and December were chosen because it is a primary month for christmas shopping and readers will be buying magazines out of subscription for gift ideas. The circulation numbers per magazine per issue are as follows: * Men’s Fitness: 700,000 (Men’s Fitness) * Oxygen: 90,000 (Oxygen) * Fitness: 1,527,912 (Abcas3) * Runner’s World: 100,000 (RunnersWorld) * Shape: 1,635,933 (Shape) * Yoga: 340,000 (YogaJournal) * Pilates Style: 155,000 (VideoFitness)
The total number of exposures totals 22,744,225 for all of the total advertisements.

* Budget: The cost of a full page ad in these high end magazines is $14,000 per issue. But before you can be featured in these magazines you have to pay a one time fee of up to $5,000. With a reach of about 15 office buildings in 8 major urban areas (D.C., New York City, Seattle, San Francisco, Boston, Chicago, Philadelphia and Miami), and estimated between 100-500 employees per area, we’ll need to have approximately 36,000 ads for our first wave, 72,000 ads total once we include the holiday wave. At a bulk order price of estimated $2.22 CPU, and an estimated $40,000 consulting and contracting price, and mailing costs of $0.42 CPU, we estimate this effort will use $230,000 of our budget.

Internet/Interactive Recommendations

* Objectives: 1) To use social media to show positive benefits of using UP and create mass buzz about the product. 2) To offer interactive opportunities with the public to demonstrate the product. * Strategies/Executions: Utilize a company Facebook, Twitter and YouTube account. We’ll encourage our target market to follow these accounts by attaching QR codes to our direct mail, magazine ads, and street level ads, and including a tag and mention in all of our other online paid-for advertising. We will also utilize a company YouTube page to incorporate company produced content. We’ll encourage users to upload their own content with a living healthy theme, and hold sweepstakes to win a free product and “15 minutes of fame.” We want UP to partner with gyms across the nation (Gold’s, Bally Fitness, Planet Fitness, Fitness 19) to build exposure and drive sales. Each participating gym will have a bracelet available for “check-out” for an exercise session to test the product. * Rationale: Today, if companies aren’t using social media to reach out to their target market, it’s another missed connection opportunity. A majority of customers research products on the internet now before making a purchase, and social media builds brand awareness and when done properly, develops a positive relationship between the company and consumer. For the gym demonstration session, people are more apt to buy products they’ve tested out and have been satisfied with. With YouTube videos, the product will be demonstrated as well as online specific contests and promotions in which YouTube videos will be incorporated. * Budget: Utilizing social media at a basic level within each medium is free. Additionally, encouraging user-generated and uploaded content is also free to the company. If we want to promote certain posts, or have a sponsored ad to appear in Timeline on Facebook, then there is a fee. Quite especially however, when companies use social media to promote and connect with their customers, they need experienced brand and social media managers to moderate the accounts, with a strong skillset of public relations and communication. In the course of our year-long advertising campaign, we will need to allocate part of our budget towards the pay of a social media account manager. This component is estimated to cost $16,800. Our gym partnerships are estimated to cost $24,500.

Public Relations Recommendations

* Objectives: To build UP’s brand by building personal connections and relationships with the public. * Strategies/Execution: In each of our 8 target cities, we will recruit 1 ambassadors to “live UP” for the period of our marketing campaign. These ambassadors will be given an UP band to wear for the duration of the program, and target activities to accomplish throughout their tenure. Each activity will be interactive with the public, demonstrative in nature, and have a build a certain level of attention and hype towards the event. Ambassadors will be paid a flat rate for their work, but will have the opportunity to earn more based on their efforts and measurable impact within their region. For instance, executing certain types of events that are more time-consuming deserve more recognition and compensation, so successful completion can result in a bonus. Additionally, each UP band sold as a direct result of the marketing efforts by the Ambassadors (such as an order placed online with a “referred by” line) will lead to an increase in pay. * Scheduling/Plan: We will recruit and send out our Ambassadors after the first month of our campaign has passed. We need this initial month to purely build brand and product awareness, and get UP’s name out there. We predict consumers will be more receptive to our Ambassadors and guerilla-type marketing after it becomes a more recognizable product. * Rationale: A brand ambassador will create more value to our company with their more personal approach to people. People are more likely to listen to an ambassador who is approachable and positively engaging when making purchasing decisions than advertising messages. Ambassadors also break through marketing clutter through social networks online and off. They reach people who are actually listening and interacting with the ambassador. * Budget: Each ambassador will receive $6,000 over the course of a year as a flat rate for their efforts (500/month). To drive motivation and ensure that all efforts are maximized, we will also implement reward-based pay on top of their monthly salary. We estimate a need for allocation of another ~$5,000/Ambassador for their performance. To recruit and train these ambassadors we approximate $1500/city for airfare, lodging, and meals for company trainers, and for 8 cities this totals $12,000. Giving all Ambassadors an UP wristband and accompanying smartphone device will be ~$9,600, total. These expenses add up to $109,600.

Sales Promotion Recommendations

* Objectives: To increase the awareness of the UP wristband in the mind of consumers as well as increase overall sales of the Up wristband. * Strategies/ Execution: In each of our 8 target cities, a select number of Dick’s Sporting Goods will have a dedicated in store display advertising the UP wristband to shoppers in the store. The display will be highly interactive and contain digital components. Video monitors will show people using the UP wristband. Also, the display will have a real working model of the wristband for people to look at and interact with around the display. Other displays on the UP display will include a live twitter feed along with a Facebook display, youtube display, and other social interaction feeds. * Schedule/ Plan: The in store displays will be set up and fully operational right before the holiday season. The displays will be finished by October and will continue to be operational for the remainder of the campaign until June. Brand ambassadors will be used a few times a month to interact with individuals around the in store displays. * Rationale: The rationale behind having an in store display is to introduce the product to people who do not know anything about it. By having the in store display, it would validate the brand and product as a name brand and a serious product for consumers to consider purchasing. * Reach/ Frequency: With over 2 million people living in each major metropolitan area, we conservatively estimate that about 5 percent of individuals will visit a Dick’s Sporting Goods at least once. With that in mind, an estimated 100,000 people in each city will visit the store and see one of the in store displays. With 8 major cities, at least 800,000 individuals will see the in store displays. * Budget: The budget for in store displays contains a number of components. The display for which the product would be placed in would be about 500 dollars per display (Displays2Go). There would be a total of 5 display screens on display which would total of 250 dollars per display (RadioShack). The total cost of one display would be roughly 2,000 dollars per display. Also, the cost of buying in store space is estimated to be about 3,000 dollars per store. With about 8 targeted cities and about 3 Dick’s Sporting Goods around each city that we would target, the total cost of in store displays would be 145,000 dollars.

Out-Of-Home Advertising

* Objectives: To reach mass audiences in a non-traditional manner; to access underutilized ad space by fitness products on the street level. * Strategies/Execution: The strategy of this medium is to catch consumers when they are off guard in their daily commute and highly susceptible to eye catching images. The ads will feature bright colors and attractive men and women sporting their new and versatile UP health wristband. The ads will be placed on the sides of sheltered bus stops and the walls of metro and subway stations. * Schedule: These poster type ads will be placed at the beginning of our year long campaign and will remain up for the entire length of the year. * Rationale: The reason these ads will be placed on the street level is to make sure we reach every last fitness nut or casual athletic that walks the street. We want to make sure that we have not left anyone out. They are going to be up all year long to jam the information into their heads so that consumers might buy one for themselves or for a loved one that is thinking about taking a path of fitness in their lives. * Reach/Frequency: In the crowd metropolitan cities that these ads will be placed, there is no way of telling just how many individuals they will reach; it could be millions. The frequency would vary from person to person ,but the goals to have someone see it every day on their way to and from work, on the way to the grocery store, on a run or out for lunch. * Budget: City benches average $2,325 per ad per 4 week period. Backlit Dioramas at each metro station average $1,175 per ad per 4 week period and interior displays within subway cars average $112 per ad per 4 week period.

Media Recommendations: * Print ads featuring Jawbone UP in magazines that are fitness, lifestyle, and gender oriented * Solo UP ads in Fitness magazine advertisements “What’s UP?” * YouTube advertisements (clips before feature-content YouTube videos) * Metro area bus station ads * Street level ads/Street Furniture * Social Media (Facebook, Twitter, YouTube) * Paid advertisements on Pandora Internet Radio

Campaign Flowchart/ Timeline

Our campaign spans a 12 month period starting in June of 2013. Below is an overview of the scheduled timeline of events.

Measurement and Evaluation

In the measurement and evaluation process the effectiveness of our direct marketing, out-of-home media, sales promotions, Internet and interactive activities will be tested.
Testing the effectiveness of our direct marketing technique through fitness magazines would be done to test the number of people a publication reaches or passed along. These tests will occur after the magazine has been published and put for sale after a few months to allow time for pass-along readership to ensue. Tests would occur nationwide, for that, these magazine subscriptions range across our geographic scope in the contingent 48 states. Testing of the number of people a publication reaches or passed along to would be calculated by multiplying the readers per copy by the circulation of an average issue.
The effectiveness of our out-of- home media advertisements through the Dick’s Sporting Goods displays would test the level of impulse buying of the product made by consumers in-store. These tests will occur a few months after the displays have been exposed to allow our company to get information from store purchases of the product due to the displays. Tests would happen at Dick’s Sporting Goods stores nationwide that are confined to our geographic scope. Testing the level of impulse buying made by consumers in-store would be conducted by retrieving product purchases made before and after the display was put in Dick’s Sporting Goods stores.
When considering our sales promotions techniques, we would want to test whether the price reductions and giveaway sweepstakes created interest and excitement to the brand among consumers. These tests would be conducted after a few months the price reductions and sweepstakes had been implemented to allow those that first received the product to stimulate interest to an even larger market. Tests would be conducted at various retailers that held the Jawbone UP throughout the nation that fell into the geographic scope made by our company. Testing the interest and excitement generated towards the brand would be conducted by retrieving the product purchases made before and after the price reductions and sweepstakes at the various retailers.
The Internet and interactive activities our company utilized through YouTube advertisements and gym partnerships would test that the Jawbone UP shows positive benefits and creates brand awareness. These tests would be conducted a few weeks after the advertisements and partnerships were made, so our company could see how rapidly consumers spread a positive or negative word-of-mouth. Tests would be conducted through the website, YouTube, as well as the various gyms that created a partnership with the Jawbone UP. Testing the positive benefits of the Jawbone UP and its’ brand awareness would be done by checking the amount of views on YouTube and the related comments towards the product. The testing done through gym partnerships would be conducted by developing a questionnaire for the gym members using the product asking questions in regards of the benefits the product offered and the members thoughts and feelings toward the brand after their use of the Jawbone UP.

Budget Summary

Print Ads ($5,000/magazine + $14,000/ad) Mens Fitness Oxygen Fitness Runners World Shape Yoga Pilates Style

Run 4 months at 1 ad/month, November gets 2 ads/month = $623,000 23.2%

YouTube Advertisements

In-Stream ads (ad plays before you can watch your video) $0.30/view In-display ads (ad within your suggested videos) $0.25/view = $500,000 18.7%

Pandora Internet Radio Advertisements

Estimated monthly charge for 20 second ad: $12,000 Run ads in June, July, November, April = $48,000 1.8%
Social Media Manager 12 months @ $1400/month = $16,800 0.6%

Gym Partnerships Denver Atlanta NYC Seattle San Francisco Chicago Washington, DC 7 cities, 5 gyms/city, $700/gym equipment = $24,500 0.9%

Brand Ambassadors = $109,600 4.1%

Direct Marketing 72,000 postcard flyers @ $2.22/unit $40,000 consulting fee
$0.42 maling cost per flyer = $230,000 8.6% Out of Home Advertising 10 Metro Stations

* Atlanta, Baltimore, Boston, Chicago, Los Angeles, NYC (X2), Philadelphia/New Jersey, San Francisco Bay Area, Washington, DC 2 Backlit Dioramas at each station @ $1175 per ad per 4 week period 10 Interior Displays (Vertical Format) @ $112 per ad per 4 week period (20 dioramas * 1175) * 12 months in a year = $282,000 (100 Interior displays * 112) * 12 months in a year = $134,000 = $416,400 20 Street Bench advertisements per city (12)

* Atlanta, Boston, Chicago, Denver, Seattle, San Francisco, Miami, Nashville, Los Angeles, NYC, Houston, Austin $2,325 per ad per 4 week period = $558,000 =$974,400 36.5%

Sales Promotion Dick’s Sporting Goods Product Displays
8 Targeted cities, 3 Stores per city = $145,000 5.4%

Give Away Sweepstakes 3 UP Wristbands to give away + shipping costs =$450 0.02%

Budget Total = $2,671,750

Conclusion

Our campaign plan for Jawbone’s UP Wristband is designed to strategically raise awareness and brand name/image and ultimately, drive sales. We plan to kick our campaign into gear in the month of June, in which we will put out introductory “What’s UP?” ads and send out direct mail to urban business centers. We want our ads follow the sleek, modern technological trend while making the product seem like a trendy lifestyle statement, something a consumer would want to identify with and obtain the “status” associated with use and ownership. Our brand ambassador program is designed to penetrate the lives of the everyday public and offer a unique avenue for personal connection and selling. Having representatives that are regular, everyday people promotes trust and brand credibility and equity. We are also implementing a partnership with major gyms across the nation to piggybank upon their already-established brand and customer reach, and to gain credible endorsement. Additionally, we want Jawbone to interact with their fans and customers on social media outlets such as Facebook, YouTube, and Twitter. At this point, if consumer product companies don’t utilize social media in marketing, it is just a missed connection opportunity- and it’s an extremely low cost option with high potential. We’re also implementing print ads in associated lifestyle magazines such as Men’s Fitness, Oxygen, Shape, etc yearlong, but we’ll advertise more heavily in the November and December months, leading up to holiday shopping and New Year’s Eve fitness resolutions. Print ads will also intensify in the March and April months to capitalize on the annual impending-bikini-season fitness craze. YouTube and Pandora advertisements are an effective internet marketing strategy because they can target the demographics you desire, and the viewers have no choice but to watch or listen to them as they’re waiting for their feature content. We chose not to run television spots or commercials because our target market and product is so specific that we would experience excessive waste coverage.
Our first goal associated with this campaign is to initially raise brand and product awareness, to make UP a desirable lifestyle product everyone is familiar with. Once familiarization and popularity is established, we want to run steady internet marketing and pulsing print ads throughout the year. Ultimately, our goal is to increase the market share and brand equity of Jawbone’s UP health wristband.
In the future, after our campaign is complete, if successful, we would recommend expanding the magazine vehicles through which print ads are run. TV commercials on specific channels could also prove successful once our initial sales generate enough revenue. Brand ambassadors can probably be phased out after the initial introductory period because the public will no longer need that interaction and education.

Works Cited

"Adidas." Adidas Group. Web. 20 Feb. 2013.
<www.adidas-group.com/en/home/welcome.aspx>.

"Advertise." Yoga Journal: Yoga Poses, Classes, Meditation, and Life. N.p., n.d. Web. 9 Apr.
2013. <http://www.yogajournal.com/advertise/>.

Akkad, Omar. "Nike FuelBand." The Globe and Mail. 1 Nov. 2012. Web. 14 Feb. 2013.
<http://www.theglobeandmail.com/technology/gadgets-and-gear/gadgets/nike-fuelband-world-class-cat-monitor-so-so-exercise-tracker/article4817464/?page=all>.

"Athletic Shoes, Casual Shoes, Apparel & Sports Equipment." Adidas. N.p., n.d. Web. 20 Feb.
2013. <http://adidas.com>.

Belch, G. (2012). Advertising and Promotion: An Integrated Marketing Communications
Perspective. New York: Mcgraw-Hill/ Irwin.

Bennett, Brian. "Fitbit Flex." CNET Reviews. 7 Jan. 2013. Web. 20 Feb. 2013.
<http://reviews.cnet.com/personal-care/fitbit-flex/4505-14095_7-35566773.html>.

Cendrowski, Scott. "Nike FuelBand." Fortune Management & Career Blog. 13 Feb. 2012.
Web. 20 Feb. 2013. <http://management.fortune.cnn.com/tag/nike-fuelband/>.

"Circulation." Men's Fitness. N.p., n.d. Web. 8 Apr. 2013.
<www.fit-pregnancy-magazine.com/mediakits/mens_fitness/pdf/mf_abc.pdf>.

"Circulation." Oxygen. N.p., n.d. Web. 8 Apr. 2013.
<oxygen-agility.s3.amazonaws.com/Files/Advertising/OxygenCompetitiveNewsstandNumbers.pdf>.

"Company Overview of FitDay.com, HighDefForums.com, AVRev.com and
VetInfo.com." Bloomberg Business Week. 2008. Web. 21 Feb. 2013.
"Converse." Converse. Web. 20 Feb. 2013. <http://www.converse.com/About/>.

"Fitbit." Fitbit. Web. 9 Apr. 2013. <http://www.fitbit.com/home>.
"Fitbit Announces New Wristband Activity Tracker – the Fitbit Flex | Business Wire." Business
Wire. 7 Jan. 2013. Web. 22 Feb. 2013.
<http://www.businesswire.com/news/home/20130107006203/en/Fitbit-Announces-Wristband-Activity-Tracker-%E2%80%93-Fitbit>.
"Fitness Circulation." ABCAS. N.p., n.d. Web. 8 Apr. 2013.
<abcas3.auditedmedia.com/ecirc/magtitlesearch.asp>.

Fitzpatrick, Jason. "Five Best Weight-Management Tools." Lifehacker. 04 010 2009. Web. 21
Feb. 2013. <http://lifehacker.com/5373866/five-best-weight management-tools>.

"FitDay 1." TopTenREVIEWS. N.p., n.d. Web. 21 Feb 2013. <http://nutrition-software-review.toptenreviews.com/fitday-review.html>.

"FitDay 1." TopTenREVIEWS. Web. 21 Feb 2013.
<http://nutrition-software-review.toptenreviews.com/fitday-review.html>.

"Free Weight Loss and Diet Journal." FitDay. Web. 20 Feb. 2013. <http://www.fitday.com/>.

Griner, David. "Adidas fires up its largest ad campaign ever | Adweek." Adweek. N.p., 16 Mar.
2011. Web. 22 Feb. 2013.
<http://www.adweek.com/adfreak/adidas-fires-its-largest-ad-campaign-ever-126944>.

"Internet Brands, Inc.." Internet Brands, Inc. Web. 20 Feb. 2013.
<http://www.internetbrands.com/>.

"Jawbone UP." Jawbone. Web. 14 Feb. 2013. <https://jawbone.com/>.

"Jawbone's Channel." YouTube. Web. 14 Feb. 2013.
<http://www.youtube.com/user/jawbone>.

Kollett, Nathan. "UP is Down." Compete Pulse. 25 Jan. 2012. Web. 14 Feb. 2013.
<http://blog.compete.com/2012/01/25/up-is-down/>.

Malik, Om. "Another $40 million for Jawbone ." GigaOM. Web. 13 Feb. 2013.
<http://gigaom.com/2011/12/21/another-40-million-for-jawbone-from-kleiner-perkins-deustche-telecom/>.

"Media Kit." Shape Media Kit. N.p., n.d. Web. 9 Apr. 2013. <http://www.shape.com/mediakit>.

"News Stream." Adidas. N.p., 11 Feb. 2013. Web. 20 Feb. 2013.
<news.adidas.com/US/PERFORMANCE/adidia-golden-state-warriors-to-debut-first-ev
er-modern-short-sleeve-nba-uniforms/s/98d7d4e4-b171-44c3-b9ac-a4d46780a329 >.

"NIKE." NIKE, Inc. Web. 20 Feb. 2013. <http://nikeinc.com>.

"NIKE Store." NIKE. Web. 20 Feb. 2013. <store.nike.com>.

O'Brien, Terrence . "Jawbone Up Review." Engadget. 7 Dec. 2012. Web. 14 Feb. 2013. ‘
<http://www.engadget.com/2012/12/07/jawbone-up-review-2012/>.

Olsen, Hannah. "Nike+ Fuel Band Review Roundup." Blisstree. 15 Feb. 2012. Web. 14 Feb.
2013.<http://www.blisstree.com/2012/02/15/fitness/nike-fuel-band-review-roundup-483/>.

Pierce, David. "Jawbone Up review ." The Verge. 27 Nov. 2012. Web. 14 Feb. 2013.
<http://www.theverge.com/2012/11/27/3694856/jawbone-up-review-fitness-band-2012>.

"Pilates Style Magazine sold." Video Fitness Forum. N.p., n.d. Web. 9 Apr. 2013.
<http://www.videofitness.com/~vfwnk/forum/showthread.php?t=156619>.

"RadioShack.com." RadioShack. Web. 20 Mar. 2013.
<http://www.radioshack.com/product/index.jsp?productId=13315706&utm_source=Google&utm_medium=PPC&utm_term=13315706&utm_content=Exact&utm_campaign=PLA&cagpspn=pla&gclid=CPiW4p3ilrYCFZRw4AodWiAAAA&gclsrc=ds>.

"Runner's World Circulation." Runner's World Media Group Media Kit. N.p., n.d. Web. 9 Apr.
2013. <http://rw.runnersworld.com/mediakit/rw/circulation/circulation.html>.

Scott, Greg. "Fitness and Wellness Industry." Merriman Curhan Ford. Web. 14 Feb. 2013.
<www.physicventures.com/files/news/pdf/Fitness%20and%20Wellness%20Industry%
20Rpt.pdr.pdf>.

"Segmentation and Targeting." Blogspot.com. Web. 20 Feb. 2013.
<nikeshoecompany-drew.blogspot.com/2010/12/segmenting-and-targeting-markets.html>.

"Store Display Cases ." Displays2Go. Web. 20 Mar. 2013.
<http://www.displays2go.com/Product.aspx?ID=15144&gclid=CIHmn5PhlrYCFQuxnQod-E8Aag>.

"Subway Advertising in 25 Cities." Blue Line Media. Web. 22 Mar. 2013.
<http://www.bluelinemedia.com/subway-advertising>.

"Summary of NIKE Inc." Yahoo!. Web. 14 Feb. 2013.
<biz.yahoo.com/e/120724/nke10-k.html>.

Truong, Alice . "A year later, Jawbone fixes Up's fatal flaws but not much else | DVICE."
DVICE. 3 Dec. 2012. Web. 14 Feb. 2013. <http://www.dvice.com/2012-12-3/year-later-jawbone-fixes-ups-fatal-flaws-not-much-else>.

"Sleep Tracking." SleepTracker HomePage Comments. Web. 15 Feb. 2013.
<http://www.sleeptracker.com>.
"Sleeptracker Elite Watch Review." Mac|Life. Web. 14 Feb. 2013.
<http://www.maclife.com/article/reviews/sleeptracker_elite_watch_review>.

VetInfo.com." Bloomberg Business Week. 2008. Web. 21 Feb. 2013.

Wang, Jennifer. "How Fitbit Is Cashing in on the High-Tech Fitness Trend |
Entrepreneur.com." Entrepreneur.com. 28 July 2012. Web. 14 Feb. 2013.
<http://www.entrepreneur.com/article/223780>.

"Win a Sleeptracker Elite Sleep-Monitoring Watch." That's Fit. Web. 20 Feb. 2013. http://www.thatsfit.com/2011/02/28/win-a-sleeptracker-elite-sleep-monitoring-watch/ Appendix

1) Full Page Magazine ad / Bus Bench ad

2) Direct Mail Flyer

3) Subway/Metro Ad(rough sketch)
4) Media Flowchart
5) Storyboard
The ad will show the full day of a Jawbone UP Health Wristband user starting with waking up to the gentle vibration of the bracelet to viewing their entire day on their phone’s app right before bed. A modern approach will be used on the ad with music in the background, no dialog except for a narrative describing the UP Health wristband features. The user will be a late 20 year old married graphic design woman who dresses fashionably (someone viewers would envy to be like). The ad will show all features of the wristband, the stylish wear of it, how it would increase your healthy habits, and how it would leave you feeling satisfied with your life.

Board 1: user wakes up to the gentle vibration of their wristband without waking her partner
Board 2: user checks sleep stats and records healthy breakfast
Board 3: user parks her car at the end of the parking lot at work to gain extra steps in her day
Board 4: Idle alert goes off at work, and user walks around the office area/outside for fresh air
Board 5: user records and takes a picture of their healthy lunch (salad maybe) and scans their drink’s barcode to find its calorie count.
Board 6: user leaves work and goes to the gym for a run
Board 7: user fixes healthy dinner for her partner and records it in her phone
Board 8: user views her entire day of being healthy with a look of content right before bed.