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    Strategic Brief Final

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    Crayola, known for inspiring creativity in children since 1903, is celebrating its 120th anniversary of its first crayon box. A multi-piece media campaign will be created including a news release, key messages, pitch letter, tweet, and fact sheet to announce the celebration. The campaign will target media outlets, consumers like parents and educators, and children through key television stations, national media outlets, social media platforms, retailers, Crayola's website, and email newsletter. The evaluation plan is to achieve story placement in 10 regional outlets and stations, a 50% email open rate, 1,000 positive social media comments, 14,000 contest entries, and 5,000 event attendees.

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    Strategic Brief Final

    Uploaded by

    api-495066746
    57 views2 pages
    Crayola, known for inspiring creativity in children since 1903, is celebrating its 120th anniversary of its first crayon box. A multi-piece media campaign will be created including a news release, key messages, pitch letter, tweet, and fact sheet to announce the celebration. The campaign will target media outlets, consumers like parents and educators, and children through key television stations, national media outlets, social media platforms, retailers, Crayola's website, and email newsletter. The evaluation plan is to achieve story placement in 10 regional outlets and stations, a 50% email open rate, 1,000 positive social media comments, 14,000 contest entries, and 5,000 event attendees.

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    Crayola, known for inspiring creativity in children since 1903, is celebrating its 120th anniversary of its first crayon box. A multi-piece media campaign will be created including a news release, key messages, pitch letter, tweet, and fact sheet to announce the celebration. The campaign will target media outlets, consumers like parents and educators, and children through key television stations, national media outlets, social media platforms, retailers, Crayola's website, and email newsletter. The evaluation plan is to achieve story placement in 10 regional outlets and stations, a 50% email open rate, 1,000 positive social media comments, 14,000 contest entries, and 5,000 event attendees.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    57 views2 pages

    Strategic Brief Final

    Uploaded by

    api-495066746
    Crayola, known for inspiring creativity in children since 1903, is celebrating its 120th anniversary of its first crayon box. A multi-piece media campaign will be created including a news release, key messages, pitch letter, tweet, and fact sheet to announce the celebration. The campaign will target media outlets, consumers like parents and educators, and children through key television stations, national media outlets, social media platforms, retailers, Crayola's website, and email newsletter. The evaluation plan is to achieve story placement in 10 regional outlets and stations, a 50% email open rate, 1,000 positive social media comments, 14,000 contest entries, and 5,000 event attendees.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    of 2

    1100 CHURCH LANE, EASTON, PA 18044 (610) 253-6271 WWW.CRAYOLA.

    COM

    Strategic Brief: Media Writing


    Prepared by Mikayla Ickes

    Client Bio
    Since 1903, Crayola has inspired children to unleash their artistic creativity. It strives to provide
    parents and educators with various art tools, crafting activities and creative toys that give
    children the power to express themselves. Crayola also commits to local and global stewardship
    by incorporating social and environmental practices into its brand, products and relationships.

    Purpose
    To create a multi-piece set of media writing, including a news release, key messages, pitch
    letter and tweet, and fact sheet announcing the celebration of Crayola’s 120th anniversary of its
    first crayon box.

    • Strengths
    o Globally recognized, personal and academic purpose, numerous products
    • Weaknesses
    o Geographical location, limit of product development

    Target Audience
    • Media (print, broadcast, online)
    • Consumers
    o Parents
    o Educators
    o Children

    Distribution Plan
    • Key national children’s television stations
    • National media outlets
    • Social Media (Facebook, Twitter, YouTube, Pinterest, and Instagram)
    • National product-carrying retailers
    • Website
    • Email Newsletter

    Evaluation Plan
    • Achieve story placement in 10 total major regional media outlets, retailers and stations

    - MORE -
    Strategic Brief pg. 2 of 2

    • Garner 50% newsletter email open rate


    • Garner 1,000 positive comments on social media posts
    • Garner 14,000 contestant entries
    • Host 5,000 event attendees

    ###

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