FOCUS PR

Adrian R.
Brenda J.
Julie H.
Diana H.
Jesse S.

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TABLE OF CONTENTS

INTRODUCTION
LETTER OF TRANSMITTAL
EXECUTIVE SUMMARY
CLIENT BACKGROUND

2
3-4
5

RESEARCH
ANALYSIS
PRODUCT
PROMOTION
PLACE
PRICE
COLLABORATORS
COMPETITORS
P.E.S.T.
S.W.O.T.
PROBLEM STATEMENT

6
6
6
6
7
7
8-9
10
10

ANALYSIS OF KEY PUBLICS

MILLENNIALS

11

BUSINESS PROFESSIONALS
KEY MESSAGES
CONSUMER PROFILES

12
13
14

GOALS, OBJECTIVES & IMPLENTATIONS

GOALS AND OBJECTIVES
IMPLEMENTATION
STRATEGIES
TACTICS
TOOLS
EVALUATION
CALENDAR
BUDGET

15-16
17-18

18
19
20

FOCUS PR
MEET THE TEAM

21-22

APPENDIX
INSTAGRAM GIVEAWAY RULES
MJOOSE COMMERCIAL
SCREEN GRAB
PRESS RELEASE

23
24-25
26
27-28

WORKS CITED

29

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LETTER OF TRANSMITTAL
March 8, 2016

Daniel Ash
mJoose CEO
65 Enterprise
Aliso Viejo, CA 92656

Dear Daniel Ash,

In response to your Request for Proposals, it is our pleasure to present to you a campaign plan
that we are confident will increase product awareness while simultaneously increasing social
media engagement.
As is stated in the Executive Summary, our aim at Focus PR is to combine traditional,
nontraditional media, and social media in order to increase awareness and engagement with
the targeted audiences. By taking advantage of the ever changing social media landscape,
product review blogs, and hashtags, our campaign focuses on encouraging users to truly
engage with the brand.
We at Focus PR look forward to presenting our proposal to you in person, and if you have any
further questions please contact us at 310-404-9609.
Thank you for the opportunity to present our proposal to you, and we very much look forward
to working with you. We believe that our proposal will exceed any expectations you may have.

Sincerely,

Focus PR

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EXECUTIVE SUMMARY
The purpose of this public relations campaign is to raise product awareness by 25%
prior to the release date, and an additional 15% after the product launch while simultaneously
building awareness of the current social media platforms used by mJoose, as well as the
product itself. By utilizing giveaways, social media engagement, and the usage of both
traditional and non-traditional media, we aim to increase sales of the product throughout the
months of March to June 2016. Our target public is split into two groups: millennials aged 1834 and business professionals aged 34-49. Both of our target publics gain product knowledge
through different forms of media, and our campaign takes on a multi-faceted approach in order
to ensure that we maximize our efforts in gaining awareness and increasing product sales.
This campaign capitalizes on social media engagement and the rise of online blog
reviewers, of which both target audiences use prior to making a purchase. The campaign will
build buzz prior to the release date by sending out 10 units of the mJoose 3-in-1 case to 10
prominent technology blog sites for review, while simultaneously having them act as brand
ambassadors for the product. Positive reviews, comments, and page views will be tracked
throughout the time period to gauge audience awareness.
As we release the 10 units to the blogging sites, this campaign will also utilize the
hashtag #MyDreadZone to increase social media engagement and follows on the companys
social media pages. Throughout the entirety of the campaign, we will provide 10 free
giveaways of the mJoose case to those that post images of locations in which they cannot
receive service. We will mark the number of initial follows and compare it to the amount of
follows throughout the months of the campaign to track all increases in mentions, hashtags,
follows and likes. The campaign will also create several YouTube videos which will be posted
on the mJoose official Facebook page. The purpose of the videos is to have it spread
throughout Facebook, thus increasing sales and awareness of the product. The videos will be
made in a humorous way so that viewers will not be explicitly aware that we are displaying a
product. These videos will be released monthly throughout the campaign.
We will also utilize traditional media such as newspapers, magazines and radio in order
to reach our secondary audience, the business professional. As indicated by our research,
business professionals generally use traditional print media to read up on a product prior to
making a purchase. By sending out pitch letters, press releases, and media alerts that
announce the product launch date to various outlets, we will increase awareness of the
product. We will also send out pitch letters to larger technology news outlets after the release
of the product, making sure to mention accolades that the mjoose product received.
Consumers will be encouraged to visit the site and sign up for email alerts. These email alerts
will be tracked prior to the release date.

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Our proposed budget of $22,000 encompasses all expenses, both expected and
unexpected. The budget will cover staffing expenses, which constitutes the bulk of our budget,
media tactics such as our giveaway, pitch letters, and press releases, and production
expenses for our proposed viral videos.
This campaign will run in March, the month prior to the release date, and follows
through until June. These months usually see the release of newer phone models, which
means there will be an increase in page visits to tech sites. The success of the social media
campaign will be measured in the amount of increased follows, likes, mentions, comments,
and usage of our unique hashtag, #MyDreadZone. The numbers following the end of our
campaign will be compared the numbers prior to the beginning of the campaign. We will also
keep track of the amount of media placements we have secured in traditional media, and the
amount of comments and page visits that the blogging sites have. The amount of YouTube
video views and comments will also be tracked using the built in data viewing feature.

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BACKGROUND
mJoose is a 3-in-1 phone case for the iPhone 6 family and Samsung Galaxy S6 family that
utilizes a total of five patented technologies to ensure the user has a strong and consistent
connection to their wireless networks while also providing an additional increase in battery life.
mJoose is a product of MoJoose inc., a company founded by CEO Daniel Ash and
headquartered in Aliso Viejo, California. The product, the first of its kind to use technology that
amplifies cellular signals, was created to fix the problem of dropped calls, poor reception, and
poor battery life. The mJoose 3-in-1 case comes with it a built in 3000 mAh rechargeable
battery that promises a 120% increase in battery life.
Using its patented technology, the mJoose is able to connect with CDMA, GSM, TDMA, and
2G, 3G/ 4G and LTE frequencies, thus ensuring its use amongst all carrier networks
(businesswire.com).
The mJoose was presented at the Consumer Electronics Show, or CES, where it won
Innovation Awards in the Portable Power and Wireless Accessories categories (cesweb.org).

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PRODUCT
MJOOSE 3-IN-1 CASE

Awarded 2 CES 2016 Innovation Awards in PORTABLE POWER

and WIRELESS ACCESSORIES categories.
Product has a 3 in 1 case including the following: SIGNAL JOOSE
TECHNOLOGY , 120% BATTERY BOOST , and SMARTPHONE
PROTECTION.

Doubles the iPhones battery life giving users twice the time to
SURF, TALK, AND TEXT .
Charges the phone TWICE AS FAST a traditional battery charger.
Built for almost 70% OF SMARTPHONE USERS that experience poor signal coverage.
Patented electronics deliver the FIRST CELL SIGNAL AMPLIFIER in a smartphone protective case.
Up to 100X SIGNAL STRENGTH during a call yet a case emits .0001 LESS OUTPUT POWER/EMISSIONS
than the iPhone.
in weak signal areas by extending the range to other towers
which results in better internet connectivity at 4G or LTE speeds, only when there is a 4G or
LTE equipped tower in range.
IMPROVES DATA CONNECTION SPEEDS

PROMOTION
The mJoose 3-in-1 case was most recently promoted at the 2016 Consumer Electronics show
where it WON TWO INNOVATION AWARDS .
The mJoose 3-in-1 case was also recently promoted through a VERY SUCCESSFUL INDIEGOGO
CAMPAIGN that RAISED $89,398 IN CAMPAIGN FUNDS .

PLACE
The mJoose 3-in-1 case is currently unavailable, however upon release it will be available both
ONLINE AND IN MOBILE RETAIL STORES .

PRICE
The mJoose is currently priced at $149.00.

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COLLABORATERS
APPLE

The mJoose 3-in-1 case is currently available for the IPHONE 6/6S and the IPHONE 6 PLUS/6S
PLUS . Apple has a large market share at 13.9% succeeded only by the Android market.
SAMSUNG

The mJoose 3-in-1 case is also available for the SAMSUNG GALAXY S6 and the GALAXY S6 EDGE .
Samsung is a large contributor to the Android market which has a total market share of 82.8%,
with many of its flagship devices running the Android OS (IDC, 2015).

COMPETITORS
PONG CELLPHONE CASE

The Pong Cellphone case is currently available for the newest

iPhone models, the Samsung Galaxy S4 and S5, and promises to
reduce potentially harmful radiation that is emitted from the mobile
phone while also maintain a strong signal. The pong case however
does not create a stronger signal nor does it increase battery life. Its
starting retail price is $49.99.

REACH 79X CASE

The Reach 79x Case utilizes a micro-thin antenna that connects to

your phone in order to expand and extend the range of the antenna.
The case works with all of the current major U.S. carriers and is
currently available at select AT&T stores, ATT.com, Best Buy Stores,
and BestBuy.com. The case passes the US Military Standard drop
test of 6 feet. Although the phone does not act as an additional
battery source, it claims to increase battery life by not having the
phone work as hard to search for a signal. The case is only available
for the iPhone 6 and the iPhone 6 Plus. Starting retail price is
$59.99.

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PEST ANALYSIS
POLITICAL

Currently, 46 states, D.C., Puerto Rico, Guam, and the U.S. Virgin islands currently have a ban
in place prohibiting all drivers from texting while driving. The other 4 states do not have a total
texting ban, however 2 of the 4 ban texting from novice drivers, and only 1 of the 4 prohibits
school bus drivers from texting while driving.
14 states, Puerto Rico, Guam, and the U.S. Virgin Islands currently prohibit all drivers from all
cell-phone use while driving. If the driver is caught using their hand-held mobile devices, an
officer may give the driver a citation (ghsa.org).
The Moving Ahead for Progress in the 21st Century Act (MAP-21) was a federal transportation
law enacted in 2012 that provided $17.5 million in grants in the fiscal year 2013 to states that
have laws against distracted driving (nhtsa.gov).
ECONOMICAL

Despite the federal minimum wage being at $7.25, many states across the U.S. are raising
their minimum wage to $8.00 and above. Between the months of August 1, 2015 to July 1,
2016, 16 states and Washington D.C. will have raised their minimum wages from $8 to $11.50
(Business and Labor Resources, 2016).
As of 2016, the inflation rate has increased to 1.4%, up from 0.8% in 2015. The inflation rate is
expected to increase within the coming years, leading to a slight increase in consumer goods.
The current rate of decrease in the purchasing power of money is expected to be equal as well
(Statista, 2016).
The last few years have seen a drop in the unemployment rate, with more people actively
seeking and finding jobs within the last few years. The current national unemployment rate has
dropped to 4.9% in January 2016, down from 5% the previous few months. Among the major
worker groups, adult men and women have an unemployment rate of 4.5%. Job gains were
found in the retail trade, food services and drinking places, healthcare, and manufacturing
(Bureau of Labor Statistics, 2016).
Within the last few years, technological components have been decreasing in price, thus
resulting in decreasing prices for virtually every technological product except for cable, satellite
TV, and radio service. The U.S. Bureau of Labor Statistics has been tracking technological
goods and has found that the prices of technological goods has been decreasing dramatically
(Business Insider, 2015)

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SOCIAL

Millennials are currently known as the digital natives due to millennials having grown with
technology instead of adapting to it. Millennials are more likely use mobile technology and
social media to build connections with others, with 81% of millennials on Facebook and other
social networking sites, and 44% of millennials using text messaging as a primary method of
communication.
Millennials are embracing new social media, with Vine and Instagram being some of the
applications that millennials are flocking to. These applications in a way demand attention and
engagement and encourage users to post hashtags to keep track of their favorite topics. 55%
of millennials have admitted to posting selfies, as opposed to the fewer than 30% of the older
generation that are unaware of what a selfie is (Pew Social Trends, 2016).
Consumers, primarily millennials, are now more spending conscious compared to other
generations. Millennials now look to their mobile phones to compare prices and find the
cheapest alternative.
Millennials are more likely to rely on blogs prior to making their purchases. 33% of millennials
go to blog reviews as opposed to the 3% TV news, magazines and books. Older generations
typically rely on traditional media prior to making purchasing decisions.
Many of the millennials enjoy engaging with brands on social networks, with 62% of millennials
saying that they are most likely to become a loyal customer with a brand if they engage with
them on social media.
TECHNOLOGICAL

Over 87% of millennials use between two and three technological devices on a daily basis.
39% of them are also more likely to purchase a tablet and other related technologies within the
next 5 years, while 30% are leaning towards purchasing wearable devices (Forbes, 2015).
The growth of mobile technology is now allowing consumers to pay for products with their
mobile devices. Apple Pay has recently been released and supports cards that account for
90% of credit card purchase volume. More companies are now allowing people to make
purchases with their mobile phones as well with Samsung Pay and Android Pay (Information
Week, 2016).

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SWOT ANALYSIS
STRENGTHS

Its a 3- in-1 action smartphone case.

Improves cell phone signals by 100x.
Helps with 120% battery boost by also charging the phone.
The casing also serves as a protection for your smartphone.
Nice sleek clean design pleasing to buyers.
First case of its kind to hit the market.

CHALLENGES

Its only available for the iPhone 6 and Galaxy S6 phone that is only 70% of smartphone
users.
Hefty price tag of $150 could deter potential buyers.
Only available in two colors black and white.
Due to it being a new product, there is a lack of product awareness.
OPPORTUNTIES

The use of social media to connect to more audiences.

Low brand awareness means ability to expand exponentially.
Partner up with a cell phone carrier to help sell the product with new smartphone
purchase.
Expansion of colors available to purchase for buyers.
New product means technology bloggers and websites are open to reviewing the
product.
Newer phone models released mid-year means more people will view tech sites
THREATS

Competition of other products on the market that cost less.

PROBLEM STATEMENT
The mJoose 3-in-1 case is still a relatively new product and thus is in a prime position to
expand its market reach. With the advancement of social media such as Instagram and
Facebook, the mJoose product is better able to engage with potential consumers and expand
its market reach while also helping to introduce the product to different generations of
consumers.

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ANALYSIS OF KEY PUBLICS

MILLENIALS

Our first target audience are the Millennials age group which contains 18 to 34 year olds. This
group is the most active in mobile device usage meaning the demand for consistent high level
cell phone service is a necessity for this group. The Washington reports that one in five
millennials use their cell phone or mobile device for all of their online activity. With all of the
innovation in communication technology that has taken place throughout the generations
lifetime they have learned to adapt their technology usage to the available products. If you ask
many Millennials they will say they are lost without their mobile device or if they dont have
service, therefore making them a prime target for this new product.
DEMOGRAPHICS

Millennials, defined as those born between 1982 and 2000, have now exceeded 83.1 million
and currently comprise one quarter of the nations population.
Female millennials aged 16-34 make an average of $30,000 a year, whereas millennial males
aged 16-34 make an average of $35,000 a year.
Millennials are much more racially diverse in comparison to older generations, with only 61%
being non-Hispanic whites, 19% Hispanic, and 13% black (Business Insider, 2015).
As of 2008, 39.6% of millennials were enrolled in college, and are on track to being the most
educated generation. Two thirds of the young adults that are currently not attending school
plan to return to school in the future (Pew Social Trends, 2015).
PSYCHOGRAPHICS

Millennials are more open to change than previous generations and are more likely to embrace
newer technologies. Millennials currently outpace all previous generations when it comes to
technological usage. 88% of Millennials use their mobile devices to text, receiving and sending
on average 20 texts per day. 75% of millennials have admitted to talking on their phones while
driving, and 64% have sent or received text messages while driving.
Millennials are more upbeat and have a consistently positive outlook for their futures in
comparison to past generations, namely Generation X and the Silent Generation. 31% of
Millennials say they are very happy and 56% are somewhat happy.
Millennials are generally equal to other generations in terms of concern for environmental
causes, and all generations are essentially equal when it comes to organic food purchases
(Pew Social Trends, 2015).

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MOBILE CORPORATE BUS INESS PROFESSIONALS

In being a corporate businessmen there is always the potential that you will be traveling a lot
and need to always be connected. Whether you are out and about running from meeting to
meeting in your hometown or flying to different towns in different states these people are a
great target because they are always on the move and need to constantly be connected as
well as have their battery life last longer to be able to work as much as possible while being on
the go.
DEMOGRAPHICS

The corporate executive for the most part will fit into generation X which includes people
between the ages of 34 and 49. While the group we are looking at isnt limited to men there are
more male corporate executives than women.
This generation is one that is truly stuck in the middle when looking at the past three
generations in America. From everything to the amount of white people in the population to the
percentage of people religiously affiliated they are in between the baby boomer generation and
the millennial generation.
Gen X is comprised of a 61% white population and overall has a population size of right
around 65 million. Even though 61% of their population is in fact white they are much more
diverse than the generation before them and paved the way for the diverse generation that the
millennials have become (PEW, 2015).

PSYCHOGRAPHICS

Gen X much like the millennial generation has learned how to adapt to the new technology that
has come out over the years. Unlike the generation before them it was an absolute necessity
for them to learn how to utilize the new technology for work and personal purposes.
Over 80% of Gen X says that they use the internet and 65% says that they own a smartphone.
So once again much like the millennials, gen X has adapted and continues to utilize the
advancing technology available to them through smartphones.
Along with looking at gen X you must look at what groups in this generation use this
technology, the higher income subset of gen X is the group that makes up more of the internet
and smartphone users. Over 95% of the higher income gen X population says they are active
on the internet and 84% says they own a smartphone ( PEW, 2016).

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KEY MESSAGES
STAY CONNECTED ALWAYS

For millennials, not being connected through the internet or phone service leaves them feeling
like they are lost and is almost worse than having your phone die while you are out. A product
making them feel like they will always be connected will be very appealing to this group.

WORK ON THE GO NO MA TTER WHERE YOU ARE

For the business man on the go, cell phone signal and battery life can be the difference
between closing a deal and losing a client to a competitor. If you are always available and in
contact with your coworkers as well as your clients and potential clients you will have an
advantage over your competitors.

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CONSUMER PROFILES
MEET CHRIS-THE TECH ENTHUSIAST

DEMOGRAPHIC: MALE, 21-28, MIDDLE CLASS

PSYCHOGRAPHICS: TECH SAVVY, ENVIRONMENTALLY CONSCIOUS, HEAVY
MEDIA USE
INFLUENTIALS: STEVE JOBS, BERNIE SANDERS, STEPHEN COLBERT
Chris is a 23-year-old Afro-Latino male currently living with a roommate
in Santa Barbara, California. He is single and has an average annual
income of $32,000. He is currently on track to graduate with a
bachelors degree in Business and he enjoys staying in the loop by
texting his friends throughout the day and browsing the web for the
newest and latest technologies. He is environmentally aware and enjoys
spending some free time exploring and photographing the great
outdoors.
MEET STEPHANIE-THE BUSINESS GURU

DEMOGRAPHIC: FEMALE, 42-48, UPPER CLASS

PSYCHOGRAPHIC: TECHNOLOGICALLY LITERATE, FINANCIALLY CONSCIOUS
INFLUENTIALS: ELLEN KULLMAN, ELLEN DEGENERES
Stephanie is a 43-year-old Caucasian business woman currently
residing in Manhattan, New York with her husband. She is the head of
her own consulting firm, providing financial advice to multiple clients and
businesses. Stephanie has an average annual income of $108,000+. She
is financially conscious, and mainly spends her money on anything that will
assist her in her daily life. She enjoys to stay connected with the latest
smartphone, remaining in contact with her clients, as well as her friends
and family.

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GOALS
1. To raise awareness of product and its specifications prior to its launch date in order to
drive sales once the product is available.

2.

To raise awareness for the company as a whole in order to maintain the companys

overall image as well as building trust with consumers to build image of future products.

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OBJECTIVES
1.

RAISE AWAREN ESS USING THE CURREN T SOCIAL MEDIA PLATFORMS.

Our goal using social media is to raise their followers on each social media platform by 40% by
June, 2016. To do this our plan is to raise awareness by 25% by the launch date which is April
18, 2016 as well as another 15% after product launch in June adding up to the ultimate goal of
a 40% increase in social media followers.
2.
TRACK HOW MANY POTENTIAL BUYERS HAVE SIGNED UP TO RECEIVE AN EMAIL ALERT ON LAUNCH
DAY TO REMIND THEM O F THE PRODUCTS AVAIL ABILITY.

This will allow us to see how many people were interested in the product before launch and will
allow us to see when they became aware of the new product.
3.

RAISE AWAREN ESS USING NONTRADITIONAL NEWS SOURCES SUCH AS ONLINE BLOGGER S.

Popular blogsites are a very prominent place for people to research new tech products. They
find a blogger they trust and they base some of their purchases off of his or her reviews.

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IMPLEMENTATION
STRATEGIES AND TACTI CS FOR TARGETING MIL LENNIALS

Since Millennials are known for being the social media generation, the best way to target this
group would be through social media. Platforms such as Twitter, Instagram, and Facebook
could be used to launch social media campaigns and engage in social media outreach.
One tactic to reach Millennials through social media would be to launch a hashtag campaign
on all three targeted social media platforms in order to get as many people exposed to Mjoose
as possible. The campaign would encourage the use of the hashtag #my dread zone along
with a photo of them in a place where they get bad phone reception. The more comedic or
bizarre the photo the better. By doing this we aim to catch the attention of people actively
participating on social media. This plays on the fact that Millennials dread nothing more than to
be in a zone without phone connection, and leverages it in an entertaining and interactive way
for promotional purposes. This way we will be able to target as many Millennials as we can on
a national scale.
An incentive to leverage the social media campaign would be to offer 10 free giveaways of the
Mjoose product to whoever receives the most likes and shares on any one of the three
targeted social media platforms.
Our last tactic for the millennial group is to produce a YouTube video with the intent to make it
go viral. The video will showcase the product in a humorous and entertaining way that is
casual enough not to appear as an explicit advertisement. The YouTube video will try to reach
millennials using a comedic interpersonal method, with the intent to entertain viewers with the
ultimate goal of exposing them to the product.
STRATEGIES AND TACTI CS FOR TARGETING BUS INESS PROFESSIONALS

Business professionals are actively seeking news on traditional platforms such as magazines,
newspaper (online and paper format), TV news networks, and radio stations. News stories,
blog posts, and broadcasts that provide a way to increase productivity are especially intriguing
to this target group.
By contacting online, broadcast, and print news entities and bloggers with a media alert and a
press release we may be able to get exposure for MJoose on as many outlets as
possible. The media alert and press release will include reasons as to why this new product
may be revolutionary in terms of increasing productivity for business professionals. Once
business professionals are exposed to the product through various news entities and blogs,
they may be enticed to get more information on the product, and ultimately make a purchase.
Ultimately we will submit press releases and media kits before the official language day of the
product. The beginning goal is to build as much as exposure and buzz as possible for the
product before it is released, and try to get as many email alert sign ups as possible before
April 18th 2016.

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Since business professionals commonly have certain blog sites they consult for information
and advice on a variety of different business related topics, we will reach out to 10 prominent
business bloggers to become brand ambassadors for Mjoose. They will be provided with a unit
of the product as an incentive to write their thoughts and recommendations of it on their blog
site. This will ultimately boost the exposure Mjoose gets, as well as increase interest and
demand for the product.

EVALUATION
Our first objective is to raise MJoose awareness and exposure product by using the current
social media platforms like Facebook, Instagram, and Twitter. Our goal using social media is to
raise their followers on each social media platform by 40% by June, 2016. To do this our plan
is to raise awareness by 25% by the launch date which is April 18, 2016 as well as another
15% after product launch in June adding up to the ultimate goal of a 40% increase in social
media followers. The way we will do this will not only be to raise awareness but also to have
evaluated the number of Facebook contest entries, likes, comments, fans, monitoring page
visits, and media impressions with the #mydreadzone hashtag.
Our second objective is to raise awareness using nontraditional news sources such as online
bloggers. Top followed and popular bloggers will receive a free MJoose product to sample.
Popular blogsites are a very prominent place for people to research new technology products.
Buyers like to find a blogger they trust and they base some of their purchases off of his or her
reviews.
Our third objective is to get potential buyers to sign up to receive email alerts and reminders of
the product launch date and product availability. This will allow us to see how many people
were interested in the product before the launch and also will allow us to track how many
people became aware of the new product before the launch date.
Our fourth objective is to also create awareness by utilizing traditional sources of media to
reach out to our secondary targeted audiences, the business professionals. These medias will
include newspapers and magazines. This will be measured by tracking media alerts sent out,
press releases and pitch letters.

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TIMELINE-BUDGET

P a g e | 20

DETAIL
SUMMARY
Staffing
Media Tactics
Product Expenses
Unexpected
Expenses

STAFFING
Diana Hamawi
Julie Horowitz
Brenda Jimenez
Adrian Ruiz
Jesse Sczublewski

COST

MARCH

APRIL

MAY

JUNE

Focus PR
Traditional and Social
Media Costs
Commercial Equipment

TOTAL
$15,000
$4,225
$125

$2,650
Grand
Total: $22,000
Social Media Specialist
Budget and Research
Writer and Research
Team Lead and Research
Writer and Research

$25/Hr.
$25/Hr.
$25/Hr.
$25/Hr.
$25/Hr.

120 hrs.
120 hrs.
120 hrs.
120 hrs.
120 hrs.

120 hrs.
120 hrs.
120 hrs.
120 hrs.
120 hrs.

120 hrs.
120 hrs.
120 hrs.
120 hrs.
120 hrs.

2 Hrs. per
week

4 Hrs. per
week
2 Hrs. per
week

2 Hrs. per
week
2 Hrs. per
week
2 Hrs. per
week
1 Hr.

2 Hrs. per
week
2 Hrs. per
week
2 Hrs. per
week
1 Hr.

120 hrs. $3,000

120 hrs. $3,000
120 hrs. $3,000
120 hrs. $3,000
120 hrs. $3,000
Category
Total: $15,000

MEDIA TACTICS
News Releases
Traditional Media

Social Media

Media Alert
YouTube Commercials
Facebook Posts
Instagram Posts
Twitter Posts
Hashtag Giveaway

PRODUCT
EXPENSES
Commercial
Equipment

4 Hrs. per
week
2 Hrs. per
$25/Hr.
week
$25/Hr.
5 Hrs.
2 Hrs. per
$25/Hr.
week
2 Hrs. per
$25/Hr.
week
2 Hrs. per
$25/Hr. week
$25/Hr.
1 Hr.
$25/Hr.

Props
Filming Equipment
Actors
Setting
Director

$25/Hr.
$25/Hr.
$25/Hr.
$25/Hr.
$25/Hr.

$800
2 Hrs. per
week
2 Hrs. per
week
2 Hrs. per
week
2 Hrs. per
week
1 Hr.
Category
Total:

1 Hr.
1 Hr.
1 Hr.
1 Hr.
1 Hr.

$800
$125
$800
$800
$800
$100
$4,225

$25
$25
$25
$25
$25
Category
Total:

UNEXPECTED
EXPENSES
Extra Expenses

$125

$2,650
Category
Total:

$2,650

P a g e | 21

MEET THE TEAM

ADRIAN RUIZ is a senior attending California State University,
Fullerton and majoring in Communications with an emphasis in
Public Relations. At 22-years-old, Adrian found his passion in PR,
gaining experience in research, writing press releases, pitch letters,
and social media management. As a team leader, he contributed by
supplying research, pitching campaign ideas, creating the
presentation, and creating and designing the proposal. He aspires to
eventually obtain a masters degree in Public Relations and establish his
own Public Relations firm.

DIANA HAMAWI is a Communications major with a focus in

Public Relations. She's had experience with event planning,
social media management, and qualitative and quantitative
research skills. She's worked with the Newport Beach Film
Festival, and has been working at Fusion of Ideas for the past
year now as a SEO. She has contributed to the implementation on
this PR plan, as well as conducted research on the product and
service.

BRENDA JIMENEZ is a senior at California State University,

Fullerton, expected to graduate in May 2016 with a bachelors
degree in Communications with an emphasis in Public Relations.
Brenda has great managing and team building skills that she has
quarried though her five years of retail management experience.
She contributed by supplying research, pitching creative and
innovative campaign ideas, as well as working on various portions of
the proposal.

P a g e | 22

JULIE HOROWITZ got her start in Public Relations back when she
was majoring in Theater during her sophomore year of college. She
did not foresee a future in theater, and as such decided to speak to
her academic adviser, explaining her interests and hobbies. Her
adviser directed her to many helpful career websites and eventually
she found the perfect fit of Public Relations. She enjoys the ever
changing environment, fast pace work and the challenges that come
with it. She contributed by drafting commercial scripts, budgeting and
accounting, and creating the timeline in which the proposal will follow.

JESSE SCZUBLEWSKI is a fifth year Communications student

at Cal State University Fullerton. Along with attending classes
Jesse was also a collegiate ice hockey player playing for
CSUF for all five years of his education. Born in Toledo, Ohio
Jesse currently resides in Riverside, California and is set to
graduate in Summer of 2016. Jesse contributed to the project
by supplying demographic and psychographic research, as
well as consumer trend insights for certain demographic
segments.

P a g e | 23

APPENDIX
INSTAGRAM GIVEAWAY CONTEST RULES
MUST BE A RESIDENT OF THE CONTINENTAL U.S., PUERTO RICO, HAWAII, OR ALASKA.
USERS MUST BE FOLLOW ING THE OFFICIAL MJO OSE INSTAGRAM PAGE.
MUST BE OVER THE AGE OF 18 TO BE ELIGIBLE FOR MJOOSE GIVEAWAY.
MAXIMUM OF 3 POSTS A RE ALLOWED PER E NTRANT.
PHOTO MUST BE OF A L OCATION WHERE ONE IS UNABLE TO RECEIVE SERVICE.
THE CRAZIER THE LOCA TION, THE BETTER!
LOCATION HOWEVER MUS T NOT PLACE THE USER IN DANGER, AND IT MAY NOT BE TAKEN IN A
LOCATION THAT IS OTH ERWISE PROHIBITED FR OM THE GENERAL PUBLIC.
NO NUDITY IS ALLOWED IN THE PHOTO.
THE PHOTO MUST BE EQ UIPPED WITH THE HASH TAG #MYDREADZONE.
WINNERS WILL BE NOTI FIED VIA THE DIRECT MESSAGING SYSTEM UTI LIZED IN THE INSTAGR AM APP.
A WINNER OF THE PROD UCT MUST POST AN IMAGE O F THEMSELVES ALONG W ITH THE PRODUCT ON
THEIR INSTAGRAM PAGE.

P a g e | 24

MJOOSE COMMERCIAL In Search for Signal

VISUAL
SHOT 1:
CU of phone in a hand, and the top right
corner of phone shows no signal, and a sad
face on the phone home screen
Narrator: You ever find yourself
SHOT 2
In a house, specifically the living room; you
can see the dining room in the center
background
MS of guy on the couch with annoyed face,
and he sighs
Narrator: ..without any signal?
SHOT 3
WS of guy stretching out his phone in hand in
attempt to find signal
SHOT 4
WS guy gets up and stands on couch with his
phone in hand outstretched, and he sighs
Narrator: So then you begin to Lion King
your phone?

AUDIO
SOUND:
Beep of sadness

SOUND:
Sigh; couch squeaks

SOUND:
Couch squeaks, sigh

SOUND:
Couch squeaks; sigh

SHOT 5
WS guy is in dining room standing on dining
table with phone in hand outstretched

SOUND:
Dining table squeaks

SHOT 6
WS guy is outside walking around pool
looking for signal

SOUND:
Outside sounds

SHOT 7
LOCKDOWN WS guy is on roof looking for SOUND:
signal, and he sighs
Exertion of energy to stretch
Narrator: Because your arms can only stretch
so far
SHOT 8
CU of phone in hand and showing no signal
in the top right corner of phone with a sad
face on the phone home screen
TILT UP: bright light appears in background
and phone moves down and out of the picture

SOUND:
Beep of sadness, twinkling sound from bright
light

P a g e | 25

Narrator: But, what if there was a way

SHOT 9
CU of guys face squinting to see what the light
is for
Narrator: to take away table and roof
climbing in hopes for a signal?
SHOT 10
CU of mJoose phone case coming toward the
phone
Narrator: The signal is out there.
SHOT 11
FOLLOW mJoose phone case to fit
underneath the phone, and the sad face on the
phone home screen turns into a smile
Narrator: We can help you find each other.
SHOT 12
CU of guy tearing up with a big smile and
says
Guy: We found each other
SHOT 13
BLANK SCREEN with orange and gray
bubbles
mJoose phone case image, and details on
screen
Narrator: mJoose, here to give you more
signal joose, and more battery boost.

SOUND:
Sigh of confusion

SOUND:
Awwww sound of angels

SOUND:
Awwww sound of angels

P a g e | 26

INSTAGRAM SCREEN GRAB

P a g e | 27

PRESS RELEASE
MJoose
65 Enterprise
Aliso Viejo, CA 92656
Email: info@mjoose.com
March 10, 2016
Contact: Diana Hamawi/ Public Relations Director, (949) 290-6570

National Release Date Set for New Signal Boosting Smartphone Case
Aliso Viejo, CA -- MJoose will be holding a product launch of their new 3-in-1 Smartphone Case on
April 18, 2016. This revolutionary new product will make it possible to keep connected in place with
poor cell phone signal coverage. The case will be available for iPhone 6 and Samsung Galaxy S6
models.
The case promises to improve cell phone coverage by providing a 100x stronger signal in places
that would usually reduce other devices useless. This new product virtually gets rid of dread spots and
allows for a consistent wireless connection. The 3-in-1 case offers smartphone protection, a 120%
battery boost, and the patented Signal Joose technology. The product promises to double smartphones
battery life, and give the ability to charge your smartphone at twice the rate of a conventional charge.
The Signal Joose Technology also improves data connection speeds in areas of weak connection,
allowing for an extended range to cell phone towers.
The patented technology is currently compatible with 2G, 3G, 4G, and LTE for all carries. The
product is currently available for pre-order on mjoose.com in anticipation for its launch on April 18.
###

P a g e | 28

About MJoose
The mJoose 3-in-1 case, developed by MoJoose, Inc. a California-based accessory designer and
manufacturer, ensures smartphone users stay connected by solving the world-wide weak cell signal
challenge. Our patented breakthrough signal-amplifying technology helps deliver a reliable cellular
connection with every call. The smallest, most affordable signal-amplifying device of its kind, mJoose
picks up where a regular cell signal ends. Our flagship products are Apple and Samsung smartphone
protective cases including a battery extender. But our roadmap extends across smartphones, tablets,
laptops, and many wired communication devices improving a detectable cell signal two to five bars.

P a g e | 29

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P a g e | 30

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