everkin

campaigns plan
PAGE 1
TABLE OF
CONTENTS
04 Executive Summary

05 Situation Analysis

06 Company Analysis

07-08 Primary Research Analysis

09-10 Consumer Analysis

11-12 Market Analysis

13-14 Product Analysis

15-16 Competitive Analysis

17 SWOT

18 Target Audience

19-20 Consumer Profiles

22 Objectives

23-24 Creative Strategy

25-26 Marketing Strategy

27-28 Media Strategy

30-32 Guerrilla Marketing

33-34 Ambassadors

35-36 Gear Up Your Team Contest

38 Influencers

39-40 Social Media

41-42 Budget & Media Expenditures

43 Suggestions

44 The Toxey Group

45-46 Works Cited

PAGE 2
PAGE 3
Client: Everkin
Period: June 1, 2019 - Jan. 1, 2020
Product: Phone Case and Tech Accessories
Budget: $25,000
Marketing Objective
From June 1, 2019 to Jan. 1, 2020, this cam-
paign will focus on raising awareness of the cli-
ent’s brand and influence purchasing decisions
for Everkin products. Everkin’s overall awareness
is expected to increase by nine percent by the
end of the campaign implementation period.
Communication Objective
This campaign will assist Everkin in differenti-
ating itself amongst competitors by showing
consumers do not have to choose between
fashion and protection. Consumer perception
of the sleek yet protective quality of Everkin
cases will increase by six percent before Jan. 1,
2020 through utilizing the campaign’s slogan,
“Designed to Survive.”
Target Audience
The primary target audience for the campaign
consists of 18-45-year-olds who are interested
in low-cost yet protective phone cases. The
secondary audience consists of Major League
Baseball fans within a 30-mile radius of one of
the campaign’s seven designated markets: New
York, Los Angeles, Boston, Chicago, Houston,
St. Louis and San Francisco.
Creative Strategy
The campaign’s creative strategy will position
Everkin in the market as a stylish yet protective
phone case and tech accessories company. The
advertisements used throughout the campaign
are designed to creatively showcase Everkin’s
new MLB line, as well as its existing products.
Through the use of posters, door hangers and
digital advertisements, Everkin will attract the
attention of potential consumers. The Toxey
Group’s creative strategy will resonate with the
target audience by proving Everkin cases are
“Designed to Survive” all of life’s moments.
Media Strategy
The campaign’s media strategy primarily focus-
es on increasing consumers’ awareness of Ever-
kin through the use of earned, paid and owned
media. The social media posts used throughout
the campaign promote the “Gear Up Your
Team” contest, the revamped ambassador pro-
gram, MLB tech accessories and fashion phone
cases, with an emphasis on Everkin’s products
being #DesignedtoSurvive. The media strategy
devotes $2,500 toward the use of promoted
posts on Instagram, Facebook and Twitter to
increase Everkin’s reach on these platforms. The
Toxey Group will utilize earned media in order
to promote the “Gear Up Your Team” contest.
The purpose of this strategy is to increase the
public’s awareness of the brand.
PAGE 4
 SITUAT ION
analysis

PAGE 5

Everkin is a privately held phone case and tech accesso-
ries company headquartered in Los Angeles, California.
The company’s mission is to provide products designed
to fit all consumers’ needs without compromising style
or protection.1
Everkin was founded in April 2018 by friends and
co-workers, Charlotte Hennington and Skyler
Milligan-Lecroy.2 Hennington and Milligan-Lecroy are
the former creative director and chief operations officer
at The Casery, a company that designs fashion-for-
ward iPhone cases and tech accessories.3 The Casery
was featured on an episode of CNBC’s “The Profit,” in
which Marcus Lemonis, self-made millionaire and entre-
preneur, was ultimately unable to reach a deal with the
company.3 Subsequently, Hennington and
Milligan-Lecroy left The Casery to create a new phone
case and tech accessories company.2 In partnership
with Lemonis, the pair founded Everkin less than two
weeks after departing from The Casery. The company
is currently comprised of four employees: Henning-
ton as CEO, Milligan-Lecroy as COO and two graphic
designers. Lemonis currently holds a 49 percent stake
in Everkin and has invested more than $2 million in the
company thus far.2
“Our mission is to create
tech accessories for
everyone, everywhere”
- Everkin
COMPANY
ANALYSIS
Hennington and Milligan-Lecroy’s familial-like bond
became the foundation for the company and the in-
spiration behind the name, Everkin.1 Hennington and
Milligan-Lecroy sought a brand name that did not con-
fine them to a singular market. Selecting the neologistic
name Everkin allowed the pair to acknowledge the
bond they had formed through their work partnership.
It also ensured that the name would remain relevant if
the company expanded and began offering different
types of products in the future.
Everkin currently sells iPhone cases, wireless chargers,
and screen protectors, and has plans to expand its
line by offering Samsung cases later this year. In late
2018, Everkin became an official Major League Baseball
licensee and is currently working to create a phone case
and tech accessories line for seven popular MLB teams
in the United States. As of February 2019, the company
was in the process of finalizing a licensing agreement
with Marvel, which will potentially lead to it offering a
line of Marvel products in the future. While Everkin’s
products are primarily sold online, they are physically
sold in TJ Maxx in Canada, MARCUS retail stores and
small coastal boutiques in California. The company
earns the majority of its revenue from its retail website
and earned $19,379.58 in total online sales from 573
orders in its first six months of business.
Additionally, Everkin is one of six businesses that com-
prise Community, a collaborative environment designed
for small businesses and entrepreneurs who have been
featured on “The Profit.” The group was created to help
the businesses share knowledge and resources and gain
access to Lemonis’ infrastructure.4 Community provides
in-house design and creation, e-commerce, and market-
ing and advertising services.4
PAGE 6
 PRIMARY
RESEARCH ANALYSIS
Introduction
During primary research, The Toxey Group con-
ducted focus groups, held personal interviews
and disseminated an online survey. Through this,
The Group gained key insights regarding lifestyle
and purchasing behaviors of target audience
members ages 18 to 45.
Focus Groups
The Toxey Group conducted three focus groups
consisting of 10 male and 17 female students
between the ages of 19 and 22. Of the 27 par-
ticipants, 21 currently owned an iPhone and
six owned another brand of device. One of the
primary themes identified by the focus groups
was Everkin’s lack of brand awareness among
consumers. Out of the three focus groups, none
of the participants had heard of Everkin, proving
the company must focus on establishing its brand
presence in the market. When shown sample cas-
es, the majority of participants liked the durability
of Everkin’s cases and thought that the protection
features such as the six-foot drop test should be
highlighted as a key selling point. Participants
suggested that Everkin redesign its packaging to
better highlight the cases’ protective features and
grab customers’ attention. When asked about the
designs of the Everkin cases, the overwhelming
sentiment among all three groups was that none
of the cases appealed to the male demographic.
Focus group participants were also shown mock-
ups of the MLB cases. While many liked the cases,
the majority expressed that they felt the cases
were designed for a younger demographic. One
participant stated, “I know middle schoolers
would love this.” However, most participants felt
the MLB line will be successful, but it is important
to note that nearly 60 percent of the focus group
participants were MLB fans.
PAGE 7
Survey
The survey was distributed via various social
media platforms and received 827 responses from
respondents ranging in age from younger than 13
years old to older than 50. One hundred
seventy-one male and 650 female respondents
participated in the survey, while six respondents
did not specify their gender. The survey showed
that 685 respondents owned an iPhone, 130
respondents owned an Android device and 10 re-
spondents owned a different brand of phone. The
survey was used to gain a greater understanding
as to what consumers look for in phone cases and
evaluate their initial opinions of Everkin’s prod-
ucts. Everkin was the third least recognized brand
in the survey among 13 competitors. Over 25 per-
cent of respondents described Everkin products
as feminine, an issue that the brand has recently
been trying to overcome.
When asked how much money respondents are
willing to spend on a cell phone case, the average
answer was $30. This insight confirms Everkin’s
current price point as optimal for consumers.
When asked where they normally purchase phone
cases and tech accessories, 40 percent of re-
spondents indicated that they purchase products
online, while only 24 percent purchase them in
retail stores. Alternatively, 35 percent of individu-
als said they purchase their phone cases specifi-
cally at their mobile carrier’s store. Survey respon-
dents proved to be very conscious of shipping
costs when purchasing products, as 83 percent
of survey respondents claimed that free shipping
plays a large role in whether or not they purchase
a product online.
The majority of respondents indicated that they
do not care about the specific brand of their
phone case or tech accessories as long as their
device receives proper protection. In addition,
the survey identified what drives consumers to
purchase new phone cases. Approximately 40
percent of respondents said they purchase phone
cases when they buy a new mobile device, and 33
percent purchase a new case when their current
case breaks.
Phone Interview
The Group conducted a phone interview with the
senior vice president of sales and marketing for
the St. Louis Cardinals, Dan Farrell, to gain further
insight on MLB licensed products, specifically
phone cases and tech accessories. Farrell made
it clear that when store managers are looking for
new products to carry, they are not looking for the
stereotypical branded line. Managers want unique
and different fabrications, and things that people
may have never seen before. Wood, glitter and
new technology are a few examples that Far-
rell provided. He also suggested focusing on a
specific player, not just a team. Farrell felt that this
would make the consumers feel more connected
to the experience of purchasing an MLB phone
case. Farrell stated that MLB fans are purchasing
products online and at fanatic stores if they are
not making purchases at brick and mortar stores.
“you’re carrying around an
$800 to $1000 piece of
equipment, making sure you
dont break is very important”
-personal interview
Personal Interviews
The Toxey Group conducted 28 personal inter-
views with individuals between the ages of 15 and
50. Of those interviewed, 15 were male and 13
were female. Interviewees shared many insights
and opinions that not only confirmed information
previously gathered in the focus groups and sur-
vey but also helped The Group better understand
consumer preferences and purchasing behaviors.
Protection and cost were both commonly men-
tioned during the interviews and appeared to be
the most important features consumers look for
in a phone case. There were several quotes from
interviewees that praised the different protective
features of Everkin’s cases, most notably the six-
foot drop test. One interviewee, a baseball coach,
loved the six-foot drop test, saying it would “pro-
tect [his] phone in almost 99 percent of all drops
that happen.” He liked the MLB cases, specifically
those that look like gloves and baseballs. As for
the wallet cases, he said he wouldn’t use one but
said, “I think that for [the other coaches I work
with] and stuff, that kind of thing is very popular.”
Another interviewee claimed, “I’m more likely to
buy something if shipping is free. When shipping
is free, it usually makes me buy more.”
according to
the survey
PAGE 8
 consumer analysis
General Overview
Sixty-seven percent of the world’s population owns a
mobile phone.5 With such a large number of mobile
phone users, it is important to identify what consum-
ers value and look for when purchasing a cell phone
case. There are about two million more female smart-
phone users than male6, and women are more likely to
purchase tech-related goods.7 Social media is import-
ant when reaching these consumers, as over half of
18-44-year-olds have made a direct purchase from a
social media platform.8
Social media platforms drive shopping activity through
content. This includes sponsored posts, influencer
promotions and promo codes. According to Inland
Institutional, 92 percent of millennials will consider
product availability when shopping and prefer short
delivery times and items that are available in store.9 An
item has to be unique and special for a millennial to be
willing to spend more money than they normally would
on the item.9
According to the responses from the survey distributed
during primary research, consumers find protection
and style most important when purchasing a phone
case. Respondents also mentioned the importance of
special features, such as card wallets, when it comes to
choosing a phone case. The Group’s primary research
indicates that consumers are willing to pay an average
of $30.21 for a new phone case, making Everkin’s
current price point optimal. More than 50 percent of
survey respondents said they follow influencers and
have purchased or would be willing to purchase a
product promoted by them. Additionally, The Group’s
research also showed that free shipping was very
important to consumers. When asked if free shipping
would increase the likelihood of them purchasing a
product, 83 percent of respondents said yes.
PAGE 9
MLB Fan Overview
According to data gathered by Sports Business Journal
in 2016, the average Major League Baseball fan is 57
years old.10 This number appears to be rising, as the
average age of MLB fans in 2006 was just 53.10 It is
believed that MLB’s older fan base can be attributed
to the fact that millenials generally have shorter
attention spans and are therefore less inclined to sit
through nine innings that often last for more than
three hours.11
While the age of the average fan does fall outside of
Everkin’s target audience range, the company still has
the potential to reach younger individuals who better
fit into its target demographic. Research from Statista
indicates that 35 percent of millennials ages 18 to 36
follow MLB.12 In addition, the research also reports that
36 percent of individuals ages 37 to 48 follow MLB.12
Currently, 61 percent of MLB fans are male, while the
remaining 39 percent are female.13 As for fans’ geo-
graphic locations, nearly 29 percent of fans are located
in the Midwestern region of the United States.13
“THEY ARE DEFINITELY GOING
TO DO WELL FOR MEN AND THEY
LOOK DURABLE. I FEEL LIKE A GUY
WOULD TOTALLY REACH OUT TO
GRAB OR BUY ONE OF THESE”
-focus group
in relation to mlb cases
OR

PAGE 10
market analysis 7

5 2

PAGE 11
 According to Statista, approximately 2.71 billion peo-
ple currently own a smartphone.14 By 2020, there will
be an estimated 2.87 billion smartphone users.14 This
increased adoption of smartphones has led to the
growth of the phone case industry and increased the
demand for tech accessories.15 The mobile phone
protective case market has an expected revenue of
$19.2 million by 2023.16
The phone case and tech accessories industry is
highly dependent on smartphone manufacturers.16
Ultimately, these companies’ success is contingent on
the assumption that no new technology will be devel-
oped that could render a phone case or tech accesso-
ry useless. If this happens, the success of phone case
and tech accessories companies could be significantly
impacted.

Due to the plethora of online retail vendors and the
convenience of shopping from mobile phones, con-
sumers prefer online shopping to shopping in-store.15
The presence of competition from other players in
the tech accessory market inhibits the sales growth of
mobile phone accessories.15 The online market offers
shoppers a multitude of options, making it difficult for
Everkin drives sales mainly from its online retail site.
However, it needs to make in-person impressions in
large cities to raise overall brand awareness. With the
upcoming launch of Everkin’s MLB licensed phone
cases and tech accessories, The Toxey Group identi-
fied key statistics for the top seven consumer markets
for MLB fans.

Key Markets
brands to stand out from their competitors.15 Research
has shown that consumers lean toward lower-priced
options when shopping for tech accessories.15

1 New York
2 Los Angeles
• 2018 Game Attendance - 3.8
million (Yankees)17
• In 2016, sold 1.7 times more
online merchandise than the
league average18
• 2.1 million Instagram followers
as of April 2, 2019
3 Chicago
• 2018 Game Attendance - 3.4 • 2018 Game Attendance - 3.1
million (Dodgers)17 million (Cubs)17
• In 2016, sold 1.7 times more • In 2016, sold 5.2 times more
online merchandise than the online merchandise than the
league average18 league average18
• 1.9 million Instagram followers • 1.4 million Instagram followers
as of April 2, 2019 as of April 2, 2019

4 Houston
5 San Francisco
• 2018 Game Attendance - 2.9
million (Astros)17
• 65.4 percent of Houston
residents are Astros fans19
• 829,000 Instagram followers
as of April 2, 2019
6 Boston
• 2018 Game Attendance - 3.1 • 2018 Game Attendance - 2.8
million (Giants)17 million (Red Sox)17
• In 2016, sold 1.6 times more • In 2016, sold 2.4 times more
online merchandise than the online merchandise than the
league average18 league average18
• 1.1 million Instagram followers • 1.6 million Instagram followers
as of April 2, 2019 as of April 2, 2019

7 St. Louis
• 2018 Game Attendance - 3.4
million (Cardinals)17 By targeting these seven markets, Everkin can reach heavily-
• In 2016, sold 1.4 times more populated, diverse cities full of consumers in its target demo-
online merchandise than the graphic. Targeting these cities will help further Everkin’s mission
league average18 of creating and selling tech accessories for everyone, everywhere.
• 724,000 Instagram followers
as of April 2, 2019

PAGE 12

Product Types and Prices
Everkin currently sells iPhone cases, wireless chargers
and screen protectors. The company sells phone
cases for most iPhone models beginning with the
6th generation and plans to expand its offerings to
include Samsung cases in the near future. The com-
pany’s phone cases are priced at $29. Everkin plans
to launch a line of MLB licensed cases this summer
that will range in price from $30 to $45. The compa-
ny also sells wireless chargers for $49 and packs of
two glass screen protectors for $25. Everkin current-
ly offers international shipping to more than 100
countries. Products ship within 48 hours of an order
being placed, and orders $35 and over receive free
shipping. Consumers who are dissatisfied with their
purchase are able to return unopened or defective
merchandise within 30 days for a full refund.20
Product Features
Although Everkin’s cases are intended to be fashion-
able, they are primarily designed with durability and
protection in mind. Each case is drop test certified at
six feet and designed to ensure protection from vari-
ous types of falls.21 For screen and camera safety, the
cases have a raised bezel for 360-degree protection.
Each case has easy-touch buttons and an anti-slip
gel grip that offers an extra layer of protection to
prevent drops from happening. Additionally, Everkin
provides a one year manufacturer’s warranty on all of
its products.20
The screen protectors offer edge-to-edge phone pro-
tection with HD transparency and responsive touch.
Everkin’s screen protectors come in a two-pack and
include an applicator, microfiber cloth, dust removal
sticker and alcohol wipe. The company also has a line
of wireless phone chargers that are Qi-certified, fast
charging, compatible with most cases and include a
micro-USB cable.
PAGE 13
Product
analysis
Design
Everkin’s phone cases and wireless chargers come in
an array of colors and chic designs. Primarily, the cas-
es are clear or solid-colored with a design displayed
prominently on the back. The company offers trendy
styles, such as marble and floral designs. It also offers
MLB licensed cases and wireless chargers for seven
popular teams in the League. Along with products
for individual teams, Everkin has generic baseball
designs intended for any fan. The cases are made
from various materials such as silicone and embossed
vegan leather. The glass screen protectors are de-
signed for the following models of iPhones: iPhone
X/Xs, iPhone Xs Max, iPhone XR, iPhone 8/7/6 and
iPhone 8 Plus/7 Plus/6 Plus. The screen protectors
are designed to give a completely transparent look
while offering protection from everyday life. Ever-
kin’s wireless chargers allow for the use of hands-free
charging in several fashionable colors: rose gold,
black and light blue. The charger’s circular design
and sleek finish allow for a customizable presence in
any location.
Packaging
Everkin’s packaging is simplistic with a minimalistic
design. It consists of an off-white box with embossed
gold lettering. There is a plastic window in the mid-
dle that allows consumers to preview the enclosed
case. Overall, Everkin has not established a brand
identity through its product packaging, as it ranges
from off-white packaging for phone cases to bright
white packaging for screen protectors. According to
the client, there are plans to introduce new pack-
aging in the future that will list the cases’ protective
features prominently on the front in order to ensure
easy visibility for consumers. The company will also
create new packaging designed specifically for its
MLB-themed cases.
PAGE 14
 COMPETITIVE
Everkin’s top competitors have already established themselves on the intersection of protection
and style. Sonix, Incipio, Case-Mate and The Casery are four direct competitors that offer durable
phone cases for fashion-conscious consumers.

Sonix was founded in 2010 and is
based in Los Angeles.22 According
to its website, the company works to
create high-quality, attention-
grabbing cases. Sonix sells phone
cases, sunglasses, stationery, porta-
ble chargers, screen protectors and
phone stickers on its website.
Strengths:
Sonix is listed on Amazon, and many of its cases are Prime-eligible. Its
website offers free shipping in the United States, with free expedited
shipping on orders of $70 or more.23 There are a variety of designs
available, such as cases made to have a photo inserted by the
consumer. Sonix sells its cases in multiple retail locations internationally,
including Nordstrom, Urban Outfitters, Bloomingdales, Madewell
and Anthropologie.24
Weaknesses:
Sonix’s cases sell for $35. The cases are drop test certified, but the
drop height is not specified. There are a limited number of options for
non-Apple users.

Strengths:
Incipio was founded 20 years ago, making it more established
than most of its competitors.25 Incipio cases range in price from
$11 to $40. It sells phone cases for a variety of devices including
Apple, Samsung and Google. It also offers accessories for other
types of tech. It has phone cases with different functions such
as built-in wallets and charging capabilities. Incipio products are
sold on Amazon and many of its cases are Prime-eligible. The
cases can also be found at retail locations such as Sprint, Verizon,
AT&T, T-Mobile, Target, Walmart, Best Buy and Sam’s Club.26 Its
website offers free shipping to the United States.
Weaknesses:
Incipio cases are not all drop tested at the same height. The drop
test height listed on its website ranges from 1 foot to 15 feet,
which may cause confusion for some consumers.
Incipio was founded in 1999 and is based in
Irvine, California.25 The company’s aim is to
protect tech with smartphone accessories
while also emphasizing the social aspect of
technology in today’s world.25 Incipio sells
phone cases, tablet cases, laptop cases,
smart cases, wireless chargers, portable
chargers, charging cables, wall chargers, car
chargers, screen protectors, Apple Watch
accessories and smart home accessories on
its website.

Case-Mate was founded in 2005 and
is based in Tucker, Georgia.27 The com-
pany sells phone cases, phone stands,
screen protectors, Apple Watch bands,
wireless chargers and adhesive phone
pockets on its website. The company’s
mission is to create protective, but stylish
phone cases.28
Strengths:
Case-Mate products can be found on Amazon with some
Prime-eligible options. The cases range in price from $12 to $60.
Case-Mate offers cases for Apple, Samsung, Google, Motorola,
Asus and LG. The cases available come in a variety of styles, includ-
ing waterfall, translucent, plain-colored and patterned. Each case is
drop tested from 10 feet.28 Case-Mate products can be purchased in
retail stores like Target, Best Buy and Walmart.29
Weaknesses:
Free shipping is only available for purchases $20 and over on the
Case-Mate website. A minimum purchase of $25 is required to earn
free shipping for Case-Mate products that are not Prime-eligible
on Amazon.

PAGE 15
 ANALYSIS
Strengths:
The Casery offers free shipping in the United States for
every purchase made on its website. There are various
designs, including floral, marble and agate. Its products
are sold on Amazon and include Prime-eligible options.

Weaknesses: The Casery was founded in 2015 and is based in

The Casery’s cases are only drop tested from four feet,
while other case companies are drop tested from six feet.30
The company does not offer cases for brands other than
Apple. Its case designs do not vary in terms of material or
functionality. There are no physical retail locations listed on
its website.
Los Angeles.30 The company’s tagline is “Protect
The One You Love.”30 The Casery describes
itself as the brand with the best, but affordable,
fashion cases on the market.31 It offers phone
cases, adhesive phone pockets, phone rings and
screen protectors on its website.

mlb
Everkin’s top competitors in the Major League Baseball phone case industry differ from
its fashion-forward technology competitors. Its main competitors in this category are
Keyscaper and Skinit.

Keyscaper is based in Portland, Oregon.32
According to its website, Keyscaper’s
team works to create unique technology
accessories for sports fans and other ded-
icated groups of people.32 Keyscaper has
licenses for every major sports league in
the United States including Major League
Baseball, the National Football League,
NASCAR and the National Collegiate
Athletic Association (NCAA).33
Strengths:
Keyscaper’s phone cases range in price from $19.99 to $39.99. Its
products are listed on Amazon. Free shipping is offered on both
Amazon and its website. Keyscaper’s products are designed and
manufactured in the United States.33 It offers cases for both
iPhone and Samsung Galaxy. The phone cases vary in material -
with wooden, bamboo and plastic options. Keyscaper offers other
tech accessories such as a combination Bluetooth speaker and
wireless charging station as well as mobile chargers.
Weaknesses:
There are not Prime-eligible options available for Keyscaper’s
products on Amazon. There is no mention of a drop test
certification for Keyscaper’s products.

Strengths:
Skinit products are listed on Amazon with options that include free
shipping. The phone cases offered have different functions. There
are a variety of wallet cases and regular cases with varying levels of
protection. There are a wide variety of designs for each team. A free
MLB wallet sleeve is offered with the purchase of a case or skin. Skinit Skinit is based in San Diego, Califor-
allows customers to create custom phone cases and skins with their nia.34 It sells both phone cases and
own photos. phone skins on its website. The MLB
phone cases start at $24.99 while the
Weaknesses: skins start at $14.99. The company
There is not a drop test certification listed for Skinit’s cases. The offers MLB cases for both iPhone and
cases sold on Amazon are not Prime-eligible. Free shipping is only Samsung Galaxy. It also sells MLB skins
available for purchases $50 and over. Shipping and handling costs and skins for other types of technology,
$2 for customers that do not qualify. including laptops and gaming systems.

PAGE 16
 SWOT
STRENGTHS
• Offers competitive pricing on cases
• A six-foot drop test certification on cases
which is higher than the industry average
• Gained exposure from being featured on
CNBC’s “The Profit”
• Offers international shipping to more than
100 countries
• Obtained MLB license
• Will launch new MLB licensed line in
summer 2019
• Allows products to be returned within 30
days for a full refund
• Offers a one year manufacturer warranty on
all products
• Cases have low production costs
• Partnership with select T-Mobile stores in the
United States
OPPORTUNITIES
• Potential partnerships with Marcus Lemonis’
other brands through Community
• The ability to reach more customers through
the launch of Samsung cases
• Implementing more promotional opportuni-
ties and giveaways to generate sales
• The chance to expand into markets outside of
the West Coast – especially MLB markets
• An unique brand name that will allow the
company to expand product offerings in
the future
• Using influencers to garner more brand
awareness among target audience members
• Phone case and tech accessories consumers
tend to lack brand loyalty
PAGE 17
WEAKNESSES
• Lack of brand awareness among the
target audience
• A four-person staff
• Only offers free shipping on purchases $35
and up
• Lack of strong and differentiated
brand identity
• Target audience age range is very broad
• Currently only selling products for iPhones
• Products designs lack variety
• Products are not available on Amazon
• Limited presence in brick and mortar stores
• Difficulty expanding marketing efforts and
case designs toward male consumers
• Low Search Engine Results Page
(SERP) ranking
• Little revenue generated since the
company’s founding
THREATS
• Phone case and tech accessories market is
heavily saturated
• Phone case market is dependent on the cell
phone market
• Phone case and tech accessories brands that
have already captured the protective position
in the market
• Difficulty competing with pre-existing MLB
licensed merchandise
• Phone case and tech accessories brands that
have already captured the fashion-forward
position in the market
• E-commerce marketplaces that offer better
prices and expedited shipping options
• The emergence of new products in the phone
case and tech accessories market
• Direct competitors present in
wholesale marketplaces
 TARGET AUDIENCE
Primary
The primary audience for this campaign consists of 18-45-year-olds who are interested in low-cost
yet protective phone cases. On average, the target audience spends $30.21 on a phone case but is
willing to pay up to $45.73 for an enhanced option, such as a protective case with a particularly sleek
design. They live in or near a metropolitan area and consist of students, working professionals and
parents who embrace an on-the-go lifestyle. They primarily purchase their phone cases online and are
enticed by free shipping.

Secondary
The secondary audience consists of Major League Baseball fans within a 30-mile radius of one of
the campaign’s seven designated markets: New York, Los Angeles, Boston, Chicago, Houston,
St. Louis and San Francisco. This audience regularly attends MLB games and occasionally purchases
MLB merchandise.

PAGE 18
 2
3

5
6

PAGE 19
 CONSUMER PROFILES
The following consumer profiles depict fictionalized personas of Everkin’s
target audience.

Trendy Tatum

1
Tatum is a 21-year-old junior at Boston University in Boston, Massachusetts. She is tech-savvy,
owns multiple tech products and is extremely brand loyal to Apple. Tatum is an avid reader of
fashion magazines and follows social trends very closely. She follows the top influencers on social
media and is likely to purchase products they recommend. In the future, Tatum hopes to become
an influencer herself and is currently building her social media following. She frequently shops at
smaller online boutiques that offer free shipping.

Stylish Samantha
Samantha is an 18-year-old high school senior living in Orange County, California. She is highly
influenced by her peers and active on all social media platforms, particularly Instagram and
Snapchat. Although she values style, her main concern is making sure her phone is protected.
On average, she spends around eight hours a day on her cell phone.
2
Hip Heather

3 Heather is a 34-year-old mother of two children living in the suburbs of Atlanta, Georgia. Between bal-
ancing her busy home life and owning a local boutique, she is always on the go. Heather is looking for
a phone case that is stylish yet protective and can be conveniently purchased.

Artsy Aaron

4
Aaron is a 25-year-old freelance graphic designer living in Brooklyn, New York. He is an
aspiring creative director and currently has nearly 40,000 YouTube subscribers. He wants
a phone case that highlights his unique personality and style. Due to his creative nature
and digital following, Aaron purchases new phone cases quite frequently.

Dependable Dan

5 Dan is a newly-married 29-year-old living in St. Louis, Missouri. He works as a financial advisor for Wells
Fargo and is an avid Cardinals fan, attending over 10 games each season. He cares mostly about phone
protection when choosing a case but also wants to show loyalty to his team.

Coach Chris

6
Chris is a 38-year-old contractor living in Houston, Texas. He is a father of three children and
coaches little league baseball on the weekends. Chris is an Astros fan and mostly watches the
games at home or with friends. Occasionally, he will take his children to Minute Maid Park to
watch a game. He shops for tech accessories when his phone case is due for an upgrade.

PAGE 20
 “they are pretty, but if I
drop it down my staircase
is it going to protect it?”
-focus group participant

PAGE 21
 marketing
objectives
The Toxey Group aims to increase conversions on the Everkin website by four percent and
the point-of-purchase sales in retail stores by eight percent before Jan. 1, 2020. This will
need to be executed in combination with the communication objectives being pushed
through advertising, social media posts and other tactics.

communication
objectives
The Group aims to increase consumer awareness of Everkin by nine percent. By utilizing
the tagline “Designed to Survive,” the desired campaign outcome is to increase consumer
perception of the fashion-forward and protective nature of Everkin products by six per-
cent. By using guerrilla marketing tactics in the home cities of the top seven Major League
Baseball fandoms, The Toxey Group plans to increase awareness of Everkin’s MLB phone
case options. Further, through the promotion of Everkin’s MLB line, The Group plans to
decrease the number of male consumers who perceive Everkin’s products as feminine by
25 percent. Each of these goals are on track to be reached before Jan. 1, 2020.

PAGE 22
PAGE 23
CREATIVE STRATEGY
“DESIGNED TO SURVIVE...”
Strategic Focal Point
The “Designed to Survive” campaign aims to portray Everkin as an up-and-
coming brand in the phone case and tech accessories market by generating
awareness and strategically differentiating the company from its competitors.

Positioning
The campaign will position Everkin’s products as stylish, protective and
created for a wide range of consumers. The goal of the campaign is to
ensure that consumers view Everkin’s products as being uniquely designed
for protection and able to match the many different lifestyles of tech users
around the world.

The Big Idea

The campaign will establish the idea that Everkin phone cases are “Designed
to Survive” everyday life. This tagline will emphasize the design-oriented and
fashion aspects of the cases while also highlighting their protective nature.
While Everkin’s cases are known to be fashionable, the campaign strives to
show consumers the cases have more than meets the eye. Whether a
consumer is working, enjoying a night out or cheering on their favorite team,
Everkin’s cases offer protection during all of life’s moments.

Elements
In order to successfully execute the creative strategy, the ads will emphasize
the protective features of Everkin phone cases and provide examples of how
they are “Designed to Survive” various situations. Although the campaign
will use a variety of mediums, the ads will work together cohesively to help
consumers better understand Everkin’s mission and product offerings. To
increase awareness, the campaign will employ print ads, door hangers, and
digital ads on Facebook, Instagram and Twitter.

PAGE 24
PAGE 25
marketing STRATEGY
 THE GAME PLAN
The marketing strategy will be executed through the use of tactics that
promote both Everkin’s current products and its upcoming Major League
Baseball line. These tactics comprise a marketing mix that includes guerrilla
marketing and influencer marketing.

Guerrilla marketing efforts will be implemented in all seven of the target

MLB cities in order to reach Everkin’s target customers in a unique and
differentiated manner. In both New York and Los Angeles, 500 guerrilla
marketing posters will be posted to increase awareness of the “Designed
to Survive” campaign. In the remaining five target cities, door hangers will
be distributed among major residential areas. By targeting the seven MLB
cities, Everkin will not only be able to promote the “Designed to Survive”
campaign, but it will also be able to increase its brand presence and
awareness among consumers.

In addition, the marketing strategy includes the use of influencer marketing

to garner greater awareness of Everkin’s products. Influencer marketing will
allow the company to effectively reach a large portion of its target audi-
ence by using TV personalities, bloggers and other social media influencers
to generate interest in the Everkin brand. By using influencers, Everkin has
the opportunity to affirm its product credibility and increase overall sales.

PAGE 26
PAGE 27
mEDIA STRATEGY
The “Designed to Survive” campaign begins on June
1, 2019, and ends on Jan. 1, 2020. This eight-month
campaign will focus on promoting Everkin’s new Major
League Baseball line, the “Gear Up Your Team” contest,
a revamped ambassador program and digital ads on
social media. This campaign primarily utilizes Instagram,
Facebook, Twitter and Pinterest. Everkin has a pres-
ence on each of these channels, and by increasing its
presence on each channel, Everkin’s overall reach and
impressions will likely increase.
The “Gear Up Your Team” contest will take place July
1 through Aug. 7. “Gear Up Your Team” will engage
Everkin’s existing customers as well as attract new cus-
tomers through promotion via social media and earned
media. To be qualified to enter the contest, one must
purchase an MLB Everkin phone case or wireless char-
ger from Everkin’s website. After purchasing a product,
the customer will receive a confirmation email with an
order number. They must enter their order number on
shopeverkin.com to be entered. At the end of the con-
test period, an order number will be selected at random
and the winner will be notified on Aug. 9 via social
media and email. This contest will organically raise brand
awareness, boost website traffic and increase sales.
The revamped ambassador program aims to increase
Everkin’s brand awareness on college campuses. The
program will first be implemented at colleges located
in Southern California and has the potential to later
expand to colleges in other regions and states. Everkin
will contact career centers on campuses to promote its
recruitment of brand ambassadors. Through this part-
nership, Everkin can increase its brand awareness with a
key target demographic, while also creating brand-loyal
customers like its ambassadors. This program differs
from the current ambassador program because Everkin is
initiating a new application process for students who are
active on social media and interested in growing their
advertising and marketing skills. This also serves as an
opportunity for students to foster relationships in their
desired job market.
Social Media
Many members of Everkin’s target audience are very ac-
tive on social media. The Toxey Group plans to increase
Everkin’s social media presence through Instagram,
Facebook, Twitter and Pinterest. By increasing its social
media presence on these platforms, Everkin will increase
its brand awareness. Overall, $2,500 will be allocated to-
ward sponsored social media posts on Instagram, Face-
book and Twitter in order to reach its target audience.
Everkin will utilize Pinterest’s organic growth to reach its
target audience on the platform.
Instagram
An allocation of $1,000 will be put toward sponsored
posts for Instagram. This amount will be spent on Insta-
gram because the platform allows businesses to reach
consumers 10 times more than Facebook.35 Furthermore,
60 percent of Instagram users discover new products
through sponsored posts on the platform, which results
in 200 million visits to business profiles every day.35
Twitter
An allocation of $500 will be put toward promoted
tweets in order to more effectively reach Everkin’s de-
sired target audience. Twitter is the main social media
platform brands use to engage with customers.36 This
platform gives the client the opportunity to quickly com-
municate with customers and answer any questions or
concerns they may have. The ability to quickly respond
to consumers and mitigate any product-related issues
will help enhance Everkin’s customer service experience.
Facebook
An allocation of $1,000 will be put toward sponsored
posts for Facebook. According to Instapage, Facebook
drives around 25 percent of social referral traffic which is
more than all other social media platforms combined.37
Additionally, Facebook users are more likely to interact
with Facebook advertisements.37
Pinterest
It is recommended that Everkin post two to four times a
month on Pinterest since it is free and has organic reach.
According to Elegant Themes, 93 out of the world’s top
100 brands have accounts on Pinterest.36 Pinterest is the
leading social media site with organic reach; therefore,
it is recommended that Everkin take advantage of this
platform.36
The Toxey Group has also created an organized social
media calendar for all of Everkin’s Instagram, Facebook,
Twitter and Pinterest posts for the remainder of 2019.
The calendar includes Everkin-branded content featuring
fashion, MLB, ambassadors, holidays, discounts. and
filler posts with designated posting dates and times.
PAGE 28
PAGE 29
GUERRILLA MARKETING
Guerrilla marketing is an unconventional advertising strategy that focuses on low-cost
marketing tactics. For this campaign, 1,000 11-by-17-inch posters will be strategically
placed around Los Angeles and New York in heavily populated areas. The benefit of us-
ing this tactic is that the posters have no definite lifespan. Therefore, Everkin will maintain
a presence in these cities longer than they would with traditional outdoor advertising.

To spread more awareness of Everkin products, 12,500 door hangers will be distributed
throughout San Francisco, St. Louis, Houston, Chicago and Boston. Unlike direct mail,
door hangers are an attention-grabbing form of direct advertising that consumers are
forced to engage with.38 With the release of the new MLB cases, door hangers will
highlight a variety of Everkin phone cases.

The “Designed to Survive” tagline will be featured on the posters and door hangers to
reinforce the idea that Everkin’s cases are stylish and protective. The posters and door
hangers will be distributed at the beginning of July, coinciding with the “Gear Up Your
Team” contest. The combined cost of the posters and door hangers will be $13,093 for
production and distribution.

The Toxey Group chose GoGORILLA Media, a freelance guerrilla marketing agency, to
execute these tactics. With 25 years of experience and reach in 50 different markets,
GoGORILLA Media is able to place Everkin directly in front of the target audience.39

PAGE 30
 door hangers

stickers

PAGE 31
poster Design

PAGE 32
 AMBASSADORS
EK-TEAM

In today’s society, social media is a powerful market-

ing tool. People have cultivated profitable careers
just from being outstanding social media influenc-
ers. Creating a presence online is the most valuable
advertising tactic to date, as 90 percent of custom-
ers trust product recommendations from people
they are already connected with.40

With Everkin being a new company breaking into

the tech accessories industry, an ambassador
program will take this awareness campaign to the
next level.

The brand ambassador program will consist of:

• Two to three representatives per campus
• Distribution of promotional materials around
various campus locations
• Increased awareness of Everkin among col-
lege-aged students (a major target market)
• Additional advertising efforts during campaigns

By creating a brand ambassador program that

targets college campuses, Everkin will gain an
unstoppable network of social media savvy, young
professionals. They will act as vital assets to the
company by establishing brand awareness within
several communities.

“Brand ambassadors have quickly become one of the most valuable mar-
keting resources around. These are real people, some of them working
for you, some of them just fans of your product, who get out and make
people aware of who you are, and what your message is.” - Ann Smarty 41
content marketing consultant

PAGE 33
PAGE 34
 Contest

“Gear Up Your Team” is a contest designed to organically raise brand aware-

ness, boost website traffic and increase sales for Everkin. The competition runs
July 1 through Aug. 7, 2019. The winner will be announced on Aug. 9, 2019.
The “Gear Up Your Team” event takes place Aug. 22-24 in Los Angeles. The
Los Angeles Dodgers v. New York Yankees game is on Aug. 23, at 9:10 p.m.
What is the PDT at Dodger Stadium.

A media kit including a press release and an FAQ sheet will be sent out to
Gear Up Your Team news outlets to generate earned media. A pitch email has also been created
for dissemination to surrounding media outlets. The press release includes an
Sweepstakes? overview of the contest, including how to enter, the dates of the contest and
what is included in the prize. The press release will be sent to local sports blogs
and local news outlets in California located on the media list provided.

The FAQ sheet answers any questions individuals might have about the
contest. It will be sent with the press release and will be posted on the contest
page on Everkin’s website. The FAQ sheet, pitch email and press release are
located in the appendix.

The winner plus one guest will be provided with two tickets to the Los Angeles
Dodgers v. New York Yankees game. The two will be provided with a two-night
stay at the DoubleTree by Hilton in downtown Los Angeles. Check-in is on Aug.
What is included 22, 2019, and check-out is on Aug. 24, 2019. The winner and their guest will
be provided with two round-trip airfare tickets. (Disclaimer: Everkin will provide
in the grand prize? winner and guest with an allowance of $800 total to spend on airfare tickets.
Any amount over this allocation will need to be paid by the winner and guest.)
The winner will also be provided with a $200 Visa gift card and an ultimate fan
package comprised of MLB gear.

PAGE 35
 WEBSITE PROMOTION
SOCIAL MEDIA PROMOTION
TWITTER
Amanda got the chance to win our
#GearUpYourTeam Contest when she
bought her @Dodgers phone case!
#DesignedtoSurvive 9 innings
INSTAGRAM
DESIGNED TO SURVIVE
Looking for a free weekend getaway?
Don’t forget to enter our
#GearUpYourTeam Contest ending on
Aug. 7! For more information, click the link
in our bio. #DesignedToSurvive
FACEBOOK
Check back here tomorrow to find out who
won our #GearUpYourTeam Sweepstakes!
#DesignedtoSurvive game day
PAGE 36
PAGE 37
WHITNEY FRANSWAY CONNOR OBROCHTA MAQUEL COOPER MARIKH MATHIAS
88.8k followers 154k followers 81k followers 42.4k followers

influencers
Bachelor Nation The Toxey Group kept Everkin’s target demographic
in mind when deciding to partner with contestants
According to Medium, traditional advertising and
from the TV shows “The Bachelor” and “The Bach-
marketing techniques are no longer effective,
elorette.” Everkin would highly benefit from the
especially with millennials.43 Due to the rise of social
impressions these public figures generate on their
media in the past few years, companies must develop
social platforms. The show often targets contestants
creative ways to effectively reach their target publics.
with a strong media presence and this following only
In order to compete in today’s industry, The Toxey
increases after their time on the show has ended. Past
Group proposes the implementation of an improved
contestants commonly form their post-show careers
influencer marketing strategy.
by promoting brands on their social media platforms,
making appearances at events and even cultivat-
According to research conducted by The Toxey
ing their own podcasts. According to Ad Week, the
Group, 70 percent of respondents say that they
show’s target demographic age range is 18-49 years
would purchase a product based off an influencer’s
old, which aligns similarly with Everkin’s target demo-
recommendation. With this insight in mind, The
graphic of 18-45 years old.45
Group set aside $3,736 to develop an influencer
marketing strategy that includes TV personalities,
The Toxey Group reached out to former Bachelor and
online bloggers and social media influencers. Everkin
Bachelorette contestants to gather pricing informa-
can better reach its target audience by using these
tion. The chosen influencers include Whitney Fran-
individuals. For more details on pricing information,
sway, Connor Obrochta, Maquel Cooper and Marikh
see page 42.
Mathias - with a combined average of 91.5 thousand
followers. For a list of optional influencers and an ex-
By utilizing online media personalities, Everkin has
ample email to send to influencers, see the appendix.
the opportunity to significantly enhance its product
credibility and overall sales.44 Influencer Marketing
Hub found that in 2018 Instagram had over 1 billion
monthly active users.44 The article also states, “users
post 95 million photos and videos per day, along
“80 PERCENT OF PR
with uploading 400 million Instagram stories a day.”44 professionals find influencers
Since there is so much content being produced important to their success.”
on the platform, the users with a higher number of -DANICA KOMBOL
followers usually have a larger reach and make more CEO AT EVERYWHERE AGENCY
overall impressions.

PAGE 38
 facebook
September 6
When it comes to your phone, why choose between fashion and
protection when you can have both? Our cases allow your phone to be
chic and protected. From floral to marble, we have the perfect case for
you. Our products are #DesignedtoSurvive. Check them out now
at shopeverkin.com.
December 1
No Sunday scaries here because tomorrow is the best day of the year –
Cyber Monday. Visit shopeverkin.com and use the code “CYBERMON” at
checkout for 40% off your entire purchase. Trust us, you don’t wanna miss
out on this deal.

twitter

June 19
Sick of choosing between fashion and protection when it comes
to your phone case? We’ve got you covered. Check out our line
of awesome cases at shopeverkin.com. #DesignedtoSurvive

PAGE 39
 instagram

Where are all of our baseball fans at? We are so excited We love getting pictures from our Everkin fam, and we
to announce that we are releasing our new MLB line on Monday, June 3! would love to repost your photo. Don’t forget to tag us in your posts for
#GearUpYourTeam #DesignedToSurvive a chance to be featured on our page!

social media handles

@shopeverkin @shopeverkin

@shopeverkin @shopeverkin

PAGE 40
 MEDIA Promotional Products
2.5%
Ambassadors

MIX
0.8%
Gear Up Your Team
9.0%

Promoted Posts
11.4%

Influencers
16.9%

Guerrilla Marketing
59.5%

MEDIA SCHEDULE
JUNE JULY AUGUST september october november december january
Guerrilla Marketing

Gear Up Your Team

Influencers

Facebook

Twitter

Instagram

Ambassadors

Promotional Products

PAGE 41
 MEDIA EXPENDITURES
Guerrilla Marketing: $13,093 Ambassadors: $180
Posters: $5,972 Shipping: $88
• Los Angeles: $2,986 for 500 Phone Cases: $40
• New York: $2,986 for 500 • One Phone Case per Ambassador
Door Hangers: $7,121 Printing: $3054
• Chicago: $1,440 for 2,500 Buttons: $2253
• Houston: $1,440 for 2,500 • 10 Buttons
• Boston: $1,433 for 2,500
• St. Louis: $1,404 for 2,500
• San Francisco: $1,404 for 2,500 Promotions: $544
Stickers: $47551
Gear Up Your Team: $1,985x • 2,000 Stickers
Mailing Materials: $6952
Airfare Allowance: $800 • 50 Boxes
Hotel: $54446
• Two Nights, DoubleTree by Hilton
Tickets: $24447 Influencers: $3,736
• Two Tickets, Loge Box 146, Row H Whitney Fransway: $1,000
Spending Allowance: $200 • One Post, Two Stories,
Fan Package: $196 Two Professional Photos
• Two Wireless Chargers: $10050 Connor Obrochta: $1,000
• Two T-Shirts: $5048 • One Post
• Two Baseball Caps: $4649 Marikh Mathias: $1,000
• One Post
Promoted Posts: $2,500 Maquel Cooper: $700
• One Post, Three Stories
Instagram: $1,000
Shipping: $36
Facebook: $1,000
Twitter: $500
*Prices are accurate as of April 7, 2019.
*Some amounts are rounded up to the nearest dollar.

TOTAL BUDGET: $22,038

CAMPAIGN EVALUATION
The results of this campaign can be measured by tracking the awareness, acceptance and action of consumers. To
gauge awareness, the client can monitor website traffic during June 1, 2019 through Jan. 1, 2020. The use of the
“Designed to Survive” hashtag will enable Everkin to determine the awareness of the brand in addition to the accep-
tance of the campaign. Acceptance can also be measured by recording the number of followers gained on each social
media platform post-campaign. Everkin can track social engagement by evaluating the number of likes, story views and
comments. To determine action generated by the campaign, Everkin can count the number of users that sign up for
its newsletter. Further, determining the number of participants who enter the “Gear Up Your Team” contest will allow
Everkin to gauge its online impressions in relation to its MLB line. Everkin can measure the success of its ambassador
program by observing the number of website visitors from the IP addresses of the participating college campuses. Us-
ing the methods listed above, the company can accurately assess the overall success of The Toxey Group’s “Designed
to Survive” campaign.
PAGE 42
 SUGGESTIONS
Comic-Con: San Diego
The Toxey Group believes that Everkin can benefit from hosting a
booth at Comic-Con 2019 in San Diego from July 18-21. This event
is a way to promote the launch of its new line of Marvel cases and
accessories and make in-person impressions with consumers. Fans
from all over the country attend this event and are likely to buy
merchandise representing their favorite character or comic. Ac-
cording to The San Diego Union-Tribune, Comic-Con has sold out
consecutively, which suggests that there would be a large amount
of fans that Everkin can reach at the event.55 Comic-Con’s website
states that the convention has around 130,000 visitors annually.56
Additional pricing information can be found at www.comic-con.org.

AmericasMart
Everkin should also consider renting a booth at AmericasMart,
a wholesale marketplace located in Atlanta.57 This market allows
boutiques and stores the opportunity to display fashion and tech
accessories and will give Everkin the opportunity to reach a large
audience of buyers who might not have knowledge of its products.
Everkin will gain leverage, as the buyers attending AmericasMart
are looking to buy wholesale products for their stores. This gives
Everkin the opportunity to build brand awareness in the business
community and also build relationships that could lead to future
business partnerships.

Expected cost: $1,900-$3,300 for a 100 square feet of booth space

PAGE 43
 anna claire toxey
account executive

anna jones
media director

emma adcock
editorial director

lexi warren
creative director

shannon wheeler
research director

research team media team creative team editorial team

Laura Jackson Amanda Le Briana Hatten Meredith Hill
Emily Meek Hunter Stamba
Kourtni Halsey
Kalyn Kunze
Jordan Wynn

PAGE 44
01 https://shopeverkin.com/pages/our-story
02 https://www.theprofitupdates.com/2018/06/the-profit-casery-everkin-update.html
03 https://www.cnbc.com/2018/06/19/marcus-lemonis-the-profit-why-a-selfish-attitude-is-bad-at-work.html
04 https://www.marcuslemoniscommunity.com/
05 https://www.statista.com/statistics/274774/forecast-of-mobile-phone-users-worldwide/
06 http://bit.ly/2U07zXy
07 http://bit.ly/2VuqScZ
08 http://academic.mintel.com.libdata.lib.ua.edu/display/793973/
09 http://www.inlandinstitutional.com/sites/default/files/1b%20-%20Shopping%20Habits%20of%20Millennials.pdf
10 https://wapo.st/2OTQ9ej
11 https://ind.pn/2UJy7k4
12 https://www.statista.com/statistics/197882/us-adults-following-major-league-baseball-by-age/
13 http://sportsmarketanalytics.com.libdata.lib.ua.edu/research.aspx?subrid=521
14 https://www.statista.com/statistics/330695/number-of-smartphone-users-worldwide/
15 https://www.prnewswire.com/news-releases/global-mobile-phone-accessories-market-2017-2023-300483437.html
16 https://www.credenceresearch.com/report/mobile-phone-protective-cases-market

works

17 http://www.espn.com/mlb/attendance/_/year/2018
18 http://www.rakutenintelligence.com/blog/2016/baseball-merchandise-sales-2016
19 http://bit.ly/2OWe9NU
20 https://shopeverkin.com/pages/faq
21 https://shopeverkin.com
22 https://shopsonix.com/pages/about
23 https://shopsonix.com/
24 https://shopsonix.com/pages/faqs
25 https://incipio.com/about
26 https://incipio.com/storelocator
27 https://www.bloomberg.com/research/stocks/private/snapshot.asp?privcapId=59694228
28 https://case-mate.com/our-story
29 http://bit.ly/2D0qEDe
30 https://thecasery.com/
31 https://www.linkedin.com/company/the-casery/about/
32 https://keyscaper.com/pages/about-us

PAGE 45
 https://keyscaper.com 33
https://www.skinit.com/about-us 34
https://adespresso.com/blog/instagram-sponsored-posts/ 35
https://www.elegantthemes.com/blog/resources/which-social-media-platforms-offer-the-greatest-organic-reach 36
https://instapage.com/blog/facebook-sponsored-ads 37
https://smallbusiness.chron.com/door-hanger-advertising-10664.html 38
https://gogorillamedia.com 39
http://bit.ly/2I6IjNS 40
https://www.salesforce.com/blog/2016/12/start-ambassador-program.html 41
https://www.wordstream.com/blog/ws/2018/06/05/podcast-advertising 42
https://medium.com/@reedjd/the-rise-of-influencers-and-why-you-should-care-c464e5405536 43
https://influencermarketinghub.com/influencer-marketing-2019-benchmark-report/ 44
http://bit.ly/2OWPAjT 45
https://www.hilton.com/en/book/reservation/payment 46
https://seatgeek.com/yankees-at-dodgers-tickets/8-23-2019-los-angeles-california-dodger-stadium/mlb/4609955 47
http://bit.ly/2G8gy5i 48

cited http://bit.ly/2U9mgaY 49
https://shopeverkin.com/products/wireless-charger 50
https://www.stickermule.com/products/circle-stickers 51
https://amzn.to/2Icnz7x 52
http://bit.ly/2GbVI5b 53
https://www.fedex.com/en-us/printing/marketing-materials/flyers.html#details 54
https://www.sandiegouniontribune.com/entertainment/comic-con/sd-me-con-numbers-20170715-story.html 55
https://www.comic-con.org/about 56
https://www.americasmart.com 57

PAGE 46
everkin
everkin
everkin
everkin
everkin
everkin