Market research and proposed strategy for the Brother P-Touch to become an essential tool for kids and parents during the Back-to-school retail season. This work was completed during my time with Concept Farm as an account supervisor and strategist on the brand.

1. 1
BACK-TO-SCHOOLMarket Trends + Recommendations for P-Touch

2. OBJECTIVES & COVERAGE GOALS

3. OBJECTIVES FOR BTS PR EFFORTS
• POSITION P-TOUCH TO BE A PROMINENT PART OF BACK-TO-SCHOOL CONVERSATIONS
AND A “MUST HAVE” PRODUCT
• PROMOTE P-TOUCH TO DRIVE SALES AND USAGE DURING THE 2ND LARGEST RETAIL
PUSH OF THE YEAR
• CREATE DESIRE FOR THE PRODUCT THROUGH RELEVANT ONLINE PUBLISHERS TO
CREATE A PEER-TO-PEER INTERACTION OPPORTUNITY
• PROVIDE CREATIVE P-TOUCH USE CASES TO MEDIA OUTLETS FOR PARENTS AND
TEACHERS TO PREPARE FOR BACK-TO-SCHOOL
4

4. COVERAGE GOALS FOR PR EFFORTS
LONG LEAD COVERAGE:
WE ARE APPROACHING THE DEADLINES FOR MEDIA OUTREACH TO LONG LEAD
MAGAZINES FOR INCLUSION IN AUGUST / SEPTEMBER 2015 ISSUES, PKPR EXPECTS TO
SECURE 1-2 PLACEMENTS IN TOTAL. WE WOULD CONSIDER SECURING 1 LONG LEAD
PLACEMENT AS A SUCCESSFUL GOAL.
SHORT LEAD COVERAGE:
PKPR WOULD BEGIN OUTREACH IN JUNE FOR STORIES TO RUN AS EARLY AS END OF JULY
THROUGHOUT AUGUST. OUR GOAL WOULD BE TO SECURE 20-25 STORIES IN ONLINE NEWS
SITES AND BLOGS.
5

5. TRENDS

6. OUTSIDE THE CATEGORY TRENDS - 2015
7
Strategic Technology Trends
1. Computing Everywhere
2. Internet of Things
3. 3D Printing
4. Advanced, pervasive, invisible,
analytics
5. Content-Rich Systems
6. Smart Machines
7. Cloud/Client Architecture
8. Software Defined Infrastructure
Applications
9. Web-Scale IT
10. Risk Based Security & Self Protection
http://www.forbes.com/pictures/fgjd45eldm/1-computing-
everywhere-2/
Fashion Trends
1. Feathers
2. Tassels
3. Transparent
4. Polo Style
5. Parka Style in clothes
6. Waist Details
7. Gingham
8. Slouchy
9. Dressed up Skirts
10. Suede
http://www.harpersbazaar.com/fashion/fashion-
week/g4119/spring-2015-top-trends/?slide=1
Consumerism Trends
1. Instant Skills - all the gear and the idea.
2. Fast-Laning - end of the line for waiting in line
3. Fair Splitting - mobile wallets find their shared value
4. Internet of Shared things - new connections, new
behaviors
5. Branded Government - corporate powered civic
change
6. Post Demographic Consumerism - demographics are
dead, long live demographics!
7. Currencies of Change - good behavior should be
rewarded
8. Sympathetic Pricing - pain point discounts
9. Robolove - The rise of Robots
10. Brand Stands - get off the fence!
http://trendwatching.com/trends/10-trends-for-2015/
OUTSIDE THE CATEGORY OF BACK-TO-SCHOOL, WE HAVE BROADLY REVIEWED 2015 TRENDS ACROSS
CONSUMERISM, TECHNOLOGY AND FASHION TO KEEP IN MIND AS WE MOVE INTO EXECUTION. WHILE
THESE TRENDS MAY NOT DIRECTLY TRANSLATE TO OUR EFFORTS, IT WILL BE IMPORTANT TO BE
AWARE OF THEM IN ASSET CREATION AND ACTIVATION PLANNING

7. PANTONE - FALL 2015 COLOR TRENDS
“AN EVOLVING COLOR LANDSCAPE”
FIRST TRUE UNISEX COLOR PALETTE BY PANTONE
8
* * *
* POTENTIAL TO LEVERAGE P-TOUCH TAPE COLORS TO MATCH
17-­‐0627 16-­‐0110 18-­‐4214 16-­‐1144 18-­‐1438 18-­‐4726 19-­‐4326 15-­‐1340 16-­‐2215 17-­‐3628

8. PANTONE - SUMMER 2015 COLOR TRENDS
TRENDING SUMMER COLORS
9
* POTENTIAL TO LEVERAGE P-TOUCH TAPE COLORS TO MATCH
*
*
*
* *

9. PANTONE - SUMMER 2015 COLOR TRENDS
TRENDING SUMMER COLORS
10
*
*
*
*
* POTENTIAL TO LEVERAGE P-TOUCH TAPE COLORS TO MATCH

10. PANTONE - SUMMER 2015 COLOR TRENDS
USING OUR INSIGHTS INTO THE TRENDING COLORS FROM PANTONE, CF WILL AIM TO USE
COLORS FROM THE P-TOUCH TAPE LINE-UP TO SHOWCASE THESE TRENDS. WE WILL LOOK TO
OUR CREATIVE TEAM TO RECOMMEND USING EXISTING P-TOUCH TAPE COLORS OR FIND P-
TOUCH TAPE COLORS THAT COMPLIMENT PANTONE’S LINE-UP.
11

11. BACK-TO-SCHOOL TRENDS: THE PILLARS
WHILE PRODUCTS AND STYLE TRENDS EVOLVE YEAR-TO-YEAR, THE PILLARS OF BACK-TO-SCHOOL
TOPICS REMAIN CONSTANT:
ORGANIZATIONAL TIPS
PRODUCT ROUND-UPS OF ESSENTIAL SUPPLIES
GUIDES FOR THE NEWEST PRODUCTS, ACCESSORIES, AND TECH GADGETS
CLASSROOM SETUP
BACK-TO-SCHOOL CLOTHING
SCHEDULE ORGANIZATION
TOPICS REPORTED ON BY MANY MAJOR MEDIA OUTLETS SUCH AS: FAMILY CIRCLE, GOOD
HOUSEKEEPING, DISNEY’S BABBLE, REAL SIMPLE, HGTV, CNET, LIFEHACKER, AND ABC NEWS
12

12. KIDS AND BACK TO SCHOOL TRENDS
13
THEMES
AUTHENTICITY &
SELF-EXPRESSION
PERSONALIZATION
ECO-FRIENDLINESS
& UP-CYCLING
PRODUCTS
CUSTOM NOTEBOOKS
LOCKER CHANDELIERS
MATCHING BOOK BAGS/
LUNCH BOXES
SMENCILS
DESIGN/STYLES
INSPIRATION FOR
PRODUCT DESIGN
MIRRORS THE ARTS AND
CRAFTS MOVEMENT,
(COMPLEMENTED BY THE
IDEA OF SUSTAINABILITY
AND ECO-FRIENDLINESS)
UNIQUE PATTERNS
POLKADOTS
MONOGRAMMING
VERA BRADLEY IS OUT
CLASSROOM
EDITABLE PARENT
HANDBOOK FLIP
BOOK
CLASS PROJECT
CHARTS
BLENDED
EXPERIENCES
BETWEEN DIGITAL
AND PHYSICAL
OVER THE LAST YEAR, WE HAVE OBSERVED BACK-TO-SCHOOL TRENDS WITHIN THESE
CATEGORIES:

13. KIDS AND BACK TO SCHOOL TRENDS
14
THEMES
AUTHENTICITY & SELF-EXPRESSION

14. KIDS AND BACK TO SCHOOL TRENDS
15
THEMES
PERSONALIZATION

15. KIDS AND BACK TO SCHOOL TRENDS
16
THEMES
ECO-FRIENDLY & UP CYCLING

16. KIDS AND BACK TO SCHOOL TRENDS
17
PRODUCTS
LOCKER CHANDELIERS, MATCHING SETS, SMENCILS, CUSTOM NOTEBOOKS
h-p://fromabcstoacts.com/back-­‐to-­‐school-­‐giveaway
“COLORED SMENCILS ARE MADE
FROM RECYCLED NEWSPAPERS AND
ARE INFUSED WITH NATURAL SCENTS
THAT WAFT UP GENTLY AS YOU USE
THEM.”

17. KIDS AND BACK TO SCHOOL TRENDS
18
DESIGN
INSPIRED BY ARTS & CRAFTS MOVEMENT AND MUST BE UNIQUE & EXPRESSIVE

18. PERSONALIZED, PATTERNED, AND MATCHING SETS
19
CLASSROOM
EDITABLE PARENT HANDBOOK FLIP BOOK, CLASS PROJECT CHARTS, ETC.

19. AUDIENCE

20. WHAT WE KNOW ABOUT THE BTS AUDIENCE
21
IN FALL 2014, ABOUT 49.8 MILLION STUDENTS ATTENDED PUBLIC ELEMENTARY AND
SECONDARY SCHOOLS
• 35.1 MILLION FROM PRE-K-8TH GRADE
• 14.7 MILLION FROM 9TH-12TH GRADE
• IN FALL 2014, PUBLIC SCHOOL SYSTEMS EMPLOYED ABOUT 3.1 MILLION FULL-TIME-
EQUIVALENT (FTE) TEACHERS
• IN 2014, FAMILIES WITH CHILDREN IN GRADES K-12 SPENT AN AVERAGE OF $699.28 FOR
THE BACK-TO-SCHOOL SEASON ON APPAREL, SHOES, SUPPLIES AND ELECTRONICS
• FAMILIES SPEND THE MOST ON ELECTRONICS OR COMPUTER-RELATED EQUIPMENT
PURCHASES ($346.46 PER SPENDING FAMILY)
• BRICK-AND-MORTAR SHOPPING IS EXPECTED TO COMPRISE ALMOST 90% OF BACK-TO-
SCHOOL PURCHASES
• 64.4% OF SHOPPERS MOST LIKELY GO TO DISCOUNT STORES (E.G. WALMART) FOR BTS
GOODS
• ABOUT 4 IN 10 FAMILIES ALSO MAKE PURCHASES ONLINE (E.G. AMAZON)
• IN 2013, SEARCHES FOR “BACK TO SCHOOL SUPPLIES” AND “SCHOOL SUPPLIES” WERE
MOST POPULAR DURING THE MONTH OF AUGUST
source:
h-p://nces.ed.gov/fasGacts/display.asp?id=372
source:
h-p://www.markeJngcharts.com/tradiJonal/back-­‐to-­‐school-­‐stats-­‐2014-­‐44502/

21. WHAT WE KNOW ABOUT THE BTS AUDIENCE
22
• 59% OF CONSUMERS WILL DO THE BULK OF THEIR SHOPPING IN AUGUST, WITH ANOTHER 19%
DOING MOST OF THEIR SHOPPING IN SEPTEMBER
• THE BIGGEST INFLUENCERS OF IN-STORE PURCHASES ARE PAPER CATALOGS AND AMAZON
• PARENTS SAY THEIR BIGGEST SOURCE OF INFORMATION ON BACK-TO-SCHOOL ITEMS THIS
YEAR WILL BE ONLINE (SUCH AS RETAILER WEBSITES AND BLOGS), WHILE CHILDREN SAY
THEIR PRIMARY INFORMATION SOURCE WILL BE OTHER FRIENDS
• ALMOST 1 IN 5 RESPONDENTS WILL USE SOCIAL MEDIA IN THEIR BACK-TO-SCHOOL SHOPPING,
MOST COMMONLY TO FIND OUT ABOUT PROMOTIONS
source:
h-p://nces.ed.gov/fasGacts/display.asp?id=372
source:
h-p://www.markeJngcharts.com/tradiJonal/back-­‐to-­‐school-­‐stats-­‐2014-­‐44502/

22. AUDIENCE - OUR THREE TARGETS
WE’VE IDENTIFIED TWO KEY TARGET DEMOGRAPHICS TO REACH FOR THE BACK-TO-SCHOOL
PR CAMPAIGN WITHIN THE K-12 AGE RANGE:
- PARENTS
- TEACHERS
TO REACH THIS AUDIENCE, WE WOULD:
- DEVELOP CUSTOMIZED PITCHES FOR EACH AUDIENCE HIGHLIGHTING P-TOUCH
AS SIDE KICK FOR SMART, FUN, AND STYLISH BTS ORGANIZING
- CREATE ASSETS HIGHLIGHTING P-TOUCH USES RELEVANT TO EACH AUDIENCE
- IMPLEMENT A LARGER PROGRAM TO ENGAGE MEDIA AND AUDIENCES IN CREATIVE BTS
PROJECT
23

23. BACK-TO-SCHOOL AUDIENCE: OTHER CONSIDERATIONS
24
FOR YOUR CONSIDERATION:
THROUGH MANY CONVERSATIONS WITH PARENTS AND TEACHERS, WE HAVE IDENTIFIED A
SUBSET OF THAT AUDIENCE THAT HAS A SPECIFIC AND VALUABLE USE CASE FOR LABELS:
PARENTS & TEACHERS OF SPECIAL NEEDS CHILDREN
OFTEN THESE STUDENTS EXPERIENCE MUCH HIGHER LEVELS OF STRESS AND HAVE A HARDER
TIME ADJUSTING TO THEIR NEW SURROUNDINGS AND SCHEDULE.
IN THE SCHOOL AND HOME PREPARATIONS, WE HAVE SEEN A HIGH USE CASE FOR LABELS IN
HELPING THOSE STUDENTS REMEMBER TEACHERS AND SCHEDULES, AS WELL AS CREATING
VISUAL CLASSROOMS TO HELP INSTRUCT BEHAVIOR.

24. BACK-TO-SCHOOL AUDIENCE: OTHER CONSIDERATIONS
25
PARENTS & TEACHERS OF SPECIAL NEEDS CHILDREN
USING LABELS TO CREATE A VISUAL CLASSROOM:
- CHILDREN WITH AUTISM STRUGGLE WITH EXPRESSIVE AND RECEPTIVE LANGUAGE
ABILITIES. VISUALS ARE AN ESSENTIAL TOOL TO HELP STUDENTS WITH AUTISM UNDERSTAND
THEIR ENVIRONMENT AND EXPRESS THEIR WANTS AND NEEDS.
- USING LABELS IS A SIMPLE AND GREAT WAY TO INCORPORATE THE NEEDS OF STUDENTS
WITH AUTISM INTO YOUR GENERAL EDUCATION CLASSROOM IT MAY BENEFIT SOME OF YOUR
OTHER STUDENTS AS WELL

25. POSITIONING & STRATEGY FOR PR OUTREACH

26. 27
BE
ON
TOP
OF
YOUR
DAY
ORDER
IN
CHAOS
FREEDOM
TO
EXCEL
-­‐ Control
-­‐ Pride
-­‐ Efficient
-­‐ Confidence
-­‐ Maximize
value
-­‐ Peace
of
mind
-­‐ Clarity
-­‐ Simplify
-­‐ Empower
Progress
POSITIONING FOR CONSIDERATION
OF THE 4 POTENTIAL POSITIONING STATEMENTS WE WERE LAST SENT, WE FELT THESE 2
STRATEGIES ARE MOST CLOSELY ALIGNED WITH BACK-TO-SCHOOL EFFORTS:
PLAYFUL
PRODUCTIVITY
DAILY
ACHIEVEMENT
THE
FUN
IN
THE
PROGRESS
-­‐ Control
-­‐ Pride
-­‐ Efficient
-­‐ Confidence
-­‐ Maximize
value
-­‐ Empower
Progress
-­‐ Inspire
-­‐ Fun/PosiJvity

27. INSIGHT
OUR LIVES ARE BUSY, COMPLEX, AND EVER-CHANGING, BUT WE WOULDN’T WANT IT ANY
OTHER WAY. HOWEVER, FINDING WAYS TO MAKE EVERY DAY MORE MANAGEABLE WOULD BE
GREAT.
BENEFIT
WITH BROTHER P-TOUCH, BRING MORE ORDER TO YOUR LIFE SO YOU CAN STAY ON TOP OF
EACH DAY. P-TOUCH IS AN INTUITIVE AND SMART-PHONE CONNECTED, PORTABLE DEVICE
THAT COMES WITH KITS, TOOLS AND TIPS TO HELP YOU TRACK, REMEMBER AND MANAGE
MOST OF YOUR THOUGHTS AND THINGS.
WITH P-TOUCH, YOU CAN STAY ON TOP OF WHAT MATTERS EACH DAY.
28
POSITIONING FOR CONSIDERATION - BE ON TOP OF YOUR DAY
BE
ON
TOP
OF
YOUR
DAY

28. POSITIONING FOR CONSIDERATION - BE ON TOP OF YOUR DAY
WHY IT WORKS FOR BACK-TO-SCHOOL:
GETTING KIDS OUT OF SUMMER MODE AND INTO CLASSROOM MODE CAN BE CHAOTIC &
EXHAUSTING. THE DAILY ROUTINES ARE GETTING SET UP FOR SCHOOL, SOCCER PRACTICE,
AND HOMEWORK. THE P-TOUCH CAN HELP YOU MANAGE, ORGANIZE, AND STYLE SCHOOL
SUPPLIES SO STUDENTS ARE SET UP FOR SUCCESS.
29
BE
ON
TOP
OF
YOUR
DAY
“I WORK IN AN OVERCROWDED SCHOOL AND RUN OVERCROWDED SCIENCE LAB. IT HAS
EVERYTHING FROM STUDENT CUBBIES TO GUINEA PIG NAMES THAT HAVE TO BE LABELED. I CANT
IMAGINE DOING IT WITHOUT A P-TOUCH.”
- SUZIE, 6TH GRADE SCIENCE TEACHER

29. INSIGHT
LIFE IS FULL OF “I HAVE TO…” TYPES OF MOMENTS. IF ONLY WE COULD TURN THESE INTO “I
WANT TO…” ONES BY MAKING THEM A LITTLE MORE FUN OR FULFILLING.
BENEFIT
WITH BROTHER P-TOUCH, TURN CHORES INTO DAILY ACCOMPLISHMENTS AND COMMON
HASSLES INTO ENJOYABLE AND REWARDING PROJECTS. P-TOUCH COMES IN A NEW
CONTEMPORARY DESIGN WITH ENGAGING FEATURES LIKE WIFI-ENABLED PRINTING AND NEW
PLAYFUL TAPE OPTIONS, BORDERS, AND EMOTICONS.
WITH P-TOUCH, NOW YOU CAN MAKE EVERYDAY TASKS A LITTLE MORE ENJOYABLE
30
POSITIONING FOR CONSIDERATION - PLAYFUL PRODUCTIVITY
PLAYFUL
PRODUCTIVITY

30. WHY IT WORKS FOR BACK-TO-SCHOOL:
EVERY KID (AND, LET’S FACE IT, TEACHER) DREADS PUTTING AWAY THE BEACH BALL AND
SHOPPING FOR SCHOOL SUPPLIES FOR ANOTHER YEAR BACK AT SCHOOL. P-TOUCH CAN
TURN BACK-TO-SCHOOL PREPARATION SUCH AS ORGANIZING A CLASSROOM OR
PERSONALIZING SUPPLIES INTO A MUCH MORE SIMPLE, FUN & STYLISH PROCESS.
31
POSITIONING FOR CONSIDERATION - PLAYFUL PRODUCTIVITY
PLAYFUL
PRODUCTIVITY
“I’M NOT GOOD AT THAT MARTHA STEWART STUFF. BUT EACH YEAR WHEN I P-TOUCH MY
KID’S SCHOOL SUPPLIES THEY THINK THAT’S REALLY COOL (AND I’M COOL).”
-MOM FROM FOCUS GROUP

31. POSITIONING RECOMMENDATION
32
WE RECOMMEND USING:
PLAYFUL
PRODUCTIVITY
WE THINK THIS WORKS BEST FOR P-TOUCH BECAUSE TEACHERS AND PARENTS ARE
LOOKING FOR WAYS TO NOT ONLY PREPARE THEIR KIDS FOR SUCCESS, BUT TO MAKE
THE PREPARATION EASIER AND MORE ENJOYABLE. THE P-TOUCH CAN BE A DIFFERENT
AND FRESH TOOL BECAUSE IT HAS A WIDER RANGER OF USES THAT MANY DEVICES THAT
ARE CONSIDERED STANDARD BACK-TO-SCHOOL ESSENTIALS.
ON THE FOLLOWING SLIDES, YOU WILL SEE HOW THIS POSITIONING WILL TRANSLATE
THROUGH OUR MESSAGE AND PITCHING STRATEGY

32. STRATEGY & APPROACH

33. RECOMMENDED STRATEGY/OVERALL THEME
PARENTS WANT TO SET THEIR KIDS UP FOR A NEW SCHOOL YEAR WITH THE BEST NEW
SCHOOL SUPPLIES AND ORGANIZATIONAL TECHNIQUES. TEACHERS ARE GETTING THEIR
CLASSROOMS READY FOR A NEW CROP OF STUDENTS. WHILE MOST PEOPLE ARE AWARE OF
LABEL MAKERS, THEY ARE NOT ALWAYS CONSIDERED ESSENTIAL FOR BACK-TO-SCHOOL.
OUR STRATEGY FOCUSES ON THE P-TOUCH BEING THE SURPRISING TOOL THAT IS ESSENTIAL
FOR PARENTS AND TEACHERS TO SET THEIR KIDS UP FOR SUCCESS. THE P-TOUCH NOT ONLY
HELPS THEM GET ORGANIZED, BUT CAN STYLISHLY CUSTOMIZE BACK-TO-SCHOOL GEAR
EASILY, MAKING PREPARATION EASIER, MORE ORGANIZED, AND A LITTLE MORE FUN.
THE SURPRISING TOOL THAT’S ESSENTIAL FOR EVERY
TEACHER AND MOM FOR BACK-TO-SCHOOL SEASON.
34

34. RECOMMENDED APPROACH FOR BITS PR EFFORTS
35
WE WILL LEVERAGE UNIVERSAL TOPICS OF BACK TO SCHOOL (ORGANIZATION, SUPPLIES/
PRODUCTS, AND CLASSROOM SETUP) TO INFORM THE FOUNDATION OF OUR MESSAGE, AND
CONSIDER APPLICABLE CONSUMER AND SCHOOL-CENTRIC TRENDS IN THE STYLE AND EXECUTION
OF ASSETS AND ACTIVATIONS.
EXAMPLE STORIES TO REFLECT KEY TOPICS OF BTS:
- ORGANIZATIONAL TIPS THAT EVERY TEACHER SHOULD USE IN THE CLASSROOM
- HOW TO GET THE STYLE YOU WANT FOR ALL YOUR BTS ESSENTIALS
- MAKE THE TRANSITION BACK TO SCHOOL EASY AND STYLISH
APPLICABLE TRENDS FOR P-TOUCH AND BTS
- LEVERAGE COLORS TO FIT WITH PANTONE THEMES
- LABEL YOUR SUPPLIES STYLISHLY TO REFLECT CURRENT DESIGN TRENDS AND
PERSONALIZATION
- FEATURE ECO-FRIENDLY OR UP-CYCLING IDEAS IN ASSET CREATION

35. RECOMMENDED PITCHING STRATEGY
36
CONCEPT FARM AND PKPR WILL INCLUDE A BLURB OR PARAGRAPH IN EACH PITCH THAT INCLUDES
MESSAGING AROUND THE P-TOUCH PRODUCT LINE AND THEIR USE CASES.
FOR EXAMPLE:
- PT-H100: PICK UP THIS MODEL IF YOU WANT TO DO SOME HEAVY-DUTY LABELING OF PETRI
DISHES, SPORTS EQUIPMENT, WATER BOTTLES, UNIFORMS, BACK PACKS, LUNCH BOXES, AND
ANYTHING ELSE YOU FEEL NEEDS A LITTLE MORE DURABILITY.
- PT-45M: PICK UP THIS MODEL EXCLUSIVELY AVAILABLE IN SELECT WALMART STORES WHEN
YOU’RE SHOPPING FOR BACK-TO-SCHOOL. THIS MODEL IS PERFECT FOR LABELING FOLDERS,
DESKS, CUBBIES, BULLETIN BOARDS, NAME TAGS, BOOKS, AND MANY OF YOUR SCHOOL
SUPPLIES.
BY TAKING THIS APPROACH WE CAN ENSURE PRODUCT CHOICE AND USE CASE SUGGESTIONS
WITHOUT ANY OVER-PROMISES OR UNREALISTIC EXPECTATIONS (I.E. PT-M45 NOT AVAILABLE IN
OTHER OSS STORES & TZE NOT AVAILABLE IN WALMART STORES).

36. PROMOTED PRODUCTS

37. BACK-TO-SCHOOL FEATURED PRODUCTS
• TO BE PROMOTED FOR ACTIVITIES OR SITUATIONS THAT REQUIRE LAMINATED LABELS
• PRODUCTS TO SUPPORT OSS AND AMAZON.COM CHANNELS
• CONSIDERATION IS TO USE THIS PRODUCT FOR INDOOR/OUTDOOR ACTIVITIES, SCENARIOS THAT REQUIRE HEAVY
CLEAN UP (E.G. AN ART ROOM, KITCHEN, OR ON SPORTS GEAR), AND IN HIGH-ACTIVITY AREAS
EXAMPLE DESCRIPTION:
“BROTHER’S PT-D200 ($39.99) HANDLES DIVERSE ORGANIZATION AND CUSTOMIZATION PROJECTS FROM SIMPLE
PAPERWORK TO ITEMS THAT ENDURE MORE WEAR AND TEAR INCLUDING SPORTS EQUIPMENT AND CLOTHING. IT
WORKS WITH FABRIC TAPES AND LAMINATED-WASHABLE TAPES IN A WIDE ARRAY OF COLORS, MAKING THIS LABEL
MAKER HANDY FOR ANY TYPE OF PROJECTS AND ALL KINDS OF USERS.”
38
TZE PRODUCTS
PT-D200 PT-H100

38. BACK-TO-SCHOOL FEATURED PRODUCTS
39
M PRODUCTS
PT-45M
(EXCLUSIVE WALMART PRODUCT)
• TO BE PROMOTED FOR ACTIVITIES OR SITUATIONS THAT HAVE SHORTER TERM OR USAGE THAT DOES NOT
REQUIRE LAMINATED TAPE
• PRODUCTS TO SUPPORT LAUNCH OF NEW SKU EXCLUSIVE WALMART SKU (IN SELECT STORES)
• CONSIDERATION IS TO USE THIS PRODUCT IN PLACES THAT DO NOT REQUIRE HEAVY CLEAN UP, SUCH AS
DECORATIVE PROJECTS, NOTEBOOK AND PAPER ORGANIZATION, AND GENERAL CLASSROOM/BEDROOM
LABELING
EXAMPLE DESCRIPTION:
“LAUNCHED IN APRIL 2014, THE PT45M LABEL MAKER IS AN EXCLUSIVE MODEL ONLY AVAILABLE AT SELECT
WALMART STORES. THE SLEEK BLACK, HAND-HELD LABEL MAKER IS EASY-TO-USE FOR EVERYDAY LABELING AND

39. BACK-TO-SCHOOL FEATURED PRODUCTS
40
ON-TREND TAPE COLLECTION
TZE TAPES
• WHERE APPLICABLE, FEATURE TAPES, FOCUSING ON TRENDING COLORS FOR FALL
M TAPES

40. SUGGESTED MEDIA VEHICLES PER TARGET DEMO

41. SUGGESTED MEDIA VEHICLES PER TARGET DEMO
LONG LEAD TARGETS INCLUDE:
FAMILY CIRCLE, GOOD HOUSEKEEPING, WOMAN’S DAY, PARENTS, DISNEY’S FAMILYFUN,
PARENTING, REAL SIMPLE, AND SCHOLASTIC PARENT & CHILD
SHORT LEAD TARGETS INCLUDE:
DISNEY’S BABBLE, PARENTING.COM, PARENTS.COM, POPSUGAR MOMS, CBS’ THE TALK, THE
RACHAEL RAY SHOW, TODAY SHOW, GOOD MORNING AMERICA.
42
FAMILY AND PARENTING MEDIA IDEAS

42. LONG LEAD TARGETS INCLUDE:
TEACH MAGAZINE, SCHOLASTIC’S INSTRUCTOR MAGAZINE, TEACHER MAGAZINE (BY
EDUCATION WEEK)
SHORT LEAD TARGETS INCLUDE:
SCHOLASTIC.COM, EDUTOPIA.ORG, EDUCATION WORLD, SMART CLASSROOM MANAGEMENT,
THE TEACHER’S CORNER, TEACHHUB
*TARGETING TEACHERS, PRIMARILY ELEMENTARY SCHOOL TEACHERS
43
SUGGESTED MEDIA VEHICLES PER TARGET DEMO
EDUCATION AND TEACHER MEDIA

43. BECAUSE SPECIAL NEEDS/AUTISM FOCUS IS SUCH A NICHE CATEGORY, MOST MAGAZINES AND
E-NEWSLETTERS ARE QUARTERLY. PKPR WOULD RECOMMEND ONLY CONDUCTING OUTREACH
TO SHORT LEAD MEDIA TARGETS (EXAMPLE: ONLINE SITES AND THE SITES OF MAGAZINES)
REACHING THIS DEMOGRAPHIC. IN ADDITION, MEDIA OUTREACH TO THIS CATEGORY WILL NOT
BE AS WIDE AS THERE IS A VERY LIMITED AMOUNT OF TARGETS IN THIS CATEGORY. OUTLETS
WOULD INCLUDE:
- EXCEPTIONAL PARENT (EPARENT.COM)
- FAMILYTIMEMAGAZINE.COM
- SCHOLASTIC
44
SUGGESTED MEDIA VEHICLES PER TARGET DEMO
SPECIAL NEEDS CARE GIVERS MEDIA

44. AUDIENCE - WALMART AUDIENCE MEDIA TARGETS
IN ADDITION TO THE 3 TARGET AUDIENCES IDENTIFIED, WE SUGGEST ALSO SENDING A BTS
MESSAGE OUT THROUGH SPECIFIC MEDIA THAT WE KNOW THE WALMART CONSUMERS WILL
PICK UP.
45
• COOKING WITH PAULA DEEN (E.G. FOR KID’S LUNCHES)
• COUNTRY SAMPLER
• MIDWEST LIVING
• OUTDOOR LIFE
• SOUTHERN LIVING
• TASTE OF HOME
• TEXAS MONTHLY

45. ASSET CREATION

46. ASSET CREATION IDEAS: PARENTS
CREATE ASSETS THAT SHOW HOW PARENTS CAN GET KIDS READY FOR BACK-TO-SCHOOL.
FROM LABELING THEIR BELONGINGS IN CASE THEY GET LOST TO WAYS TO GET ORGANIZED
FOR THE SCHOOL YEAR, IDEAS INCLUDE:
- LUNCH BOXES/BACKPACKS/BAGS
- SPORTS (EQUIPMENT/UNIFORMS/ETC)
- SCHOOL SUPPLIES (FOLDERS, PENCIL BOX, SPIRALS, ETC.)
- CLOTHES (FABRIC TAPE)
- WATER BOTTLES
- ELECTRONICS (IPAD, PHONE, LAPTOP, EREADER)
- P-TOUCH THROUGH THE YEARS (FROM PRE-K THROUGH COLLEGE, LABELS FOR KIDS OF
ANY AGE)
- SPLURGE V. SAVE (WAYS TO RECREATE BACK-TO-SCHOOL SPLURGES WITH THE
P-TOUCH FOR LESS)
- MESSIN’ WITH SMENCILS (EX: LABEL STRAWBERRY SMENCIL WITH BANANA LABEL)
47

47. ASSET CREATION IDEAS: PARENTS
LUNCH BOXES/BACKPACKS/BAGS
SPORTS (EQUIPMENT/UNIFORMS/ETC)
48
P-­‐TOUCH
THIS
P-­‐TOUCH
THIS
P-­‐TOUCH
THIS

48. ASSET CREATION IDEAS: PARENTS
SCHOOL SUPPLIES (FOLDERS, PENCIL BOX, SPIRALS, ETC.)
CLOTHES (FABRIC TAPE)
49

49. ASSET CREATION IDEAS: PARENTS
WATER BOTTLES
ELECTRONICS (IPAD, PHONE, LAPTOP, EREADER)
50
P-­‐TOUCH
THIS

50. ASSET CREATION IDEAS: PARENTS
SPLURGE V. SAVE (WAYS TO RECREATE BACK-TO-SCHOOL SPLURGES WITH THE
P-TOUCH FOR LESS)
51

51. ASSET CREATION IDEAS: TEACHERS
CREATING ASSETS THAT SHOW HOW TEACHERS CAN USE THE P-TOUCH TO GET THEIR
CLASSROOMS READY FOR THE SCHOOL YEAR AND HOW THEY CAN INCORPORATE THE
LABEL MAKER INTO THEIR LESSON PLANS. IDEAS INCLUDE:
CLASSROOM PREP/ORGANIZATION:
- BULLETIN BOARDS/CLASSROOM DECOR
- DESKS/CUBBIES/FOLDERS/EQUIPMENT
TEACHING AIDS:
- VOCABULARY LESSONS
- BOOK COLLECTIONS (READING LEVELS OR OWNERSHIP TAGGING)
- LANGUAGE LEARNING
- MATH LESSONS
- GEOGRAPHY (GLOBES/MAPS/FLAGS/ETC.)
52

52. ASSET CREATION IDEAS: TEACHERS
CLASSROOM PREP/ORGANIZATION:
- BULLETIN BOARDS/CLASSROOM DECOR
- DESKS/CUBBIES/FOLDERS/EQUIPMENT
53

53. ASSET CREATION IDEAS: TEACHERS
TEACHING AIDS:
- VOCABULARY LESSONS
- BOOK COLLECTIONS (READING LEVELS OR OWNERSHIP TAGGING)
- LANGUAGE LEARNING
- MATH LESSONS
- GEOGRAPHY (GLOBES/MAPS/FLAGS/ETC.)
54

54. 55
PROACTIVE EVENTS & CAMPAIGN INITIATIVES

55. PROACTIVE EVENTS & CAMPAIGN INITIATIVES
56
IN ADDITION TO TRADITIONAL MEDIA RELATIONS OUTREACH, PKPR AND CONCEPT FARM
WOULD ALSO LIKE TO EXPLORE THE POSSIBILITY OF IMPLEMENTING LARGER BACK-TO
SCHOOL INITIATIVES TO FURTHER REINFORCE THE P-TOUCH AS THE ULTIMATE BACK-TO
SCHOOL ORGANIZING TOOL SO THAT THEY SUCCEED (STUDENTS & CHILDREN OF ALL AGES).

56. PROACTIVE EVENTS & CAMPAIGN INITIATIVES
OSS RETAILER PROMOTIONS OR EVENTS
STAPLES
EVERY YEAR, STAPLES CREATES A BACK-TO-SCHOOL CENTER ON ITS SITE WHICH PROVIDES GUIDES
OF PRODUCT RECOMMENDATIONS FOR EVERY DEMOGRAPHIC INCLUDING BOTH TEACHERS AND
STUDENTS: K-12, COLLEGE, TEACHERS.
P-TOUCH SHOULD REACH OUT TO STAPLES AS A RETAIL PARTNER FOR INCLUSION IN EACH OF THE
GUIDES, PARTICULARLY THE K-12 AND TEACHER GUIDES.
57

57. PROACTIVE EVENTS & CAMPAIGN INITIATIVES
OSS RETAILER PROMOTIONS OR EVENTS
AMAZON
AMAZON’S BACK-TO-SCHOOL INITIATIVES AND MEDIA COVERAGE ALSO TENDS TO FOCUS
AROUND DEALS AND PROMOTIONS, AS THE SITE IS KNOWN FOR COMPETITIVE PRICES. FOR
EXAMPLE, A STORY FROM GIZMODO ABOUT THE AMAZON BACK-TO-SCHOOL DEALS THAT ARE
WORTH BUYING. HOWEVER, AMAZON DOES A NUMBER OF DIFFERENT INITIATIVES FOR BACK-TO-
SCHOOL EACH YEAR, SUCH AS A GUIDE OF 100 PRODUCTS FOR UNDER $5.
P-TOUCH SHOULD REACH OUT TO AMAZON AS A RETAIL PARTNER FOR INCLUSION IN BACK-TO-
SCHOOL PROMOTIONS.
58

58. PROACTIVE EVENTS & CAMPAIGN INITIATIVES
OSS RETAILER PROMOTIONS OR EVENTS
WALMART
WALMART’S BIGGEST INITIATIVE FOR BACK-TO-SCHOOL IS ITS DOOR BUSTER DEALS AND
PROMOTIONS. ITS COVERAGE IS OFTEN FOCUS AROUND HOW AFFORDABLE AND EASY IT IS TO
SHOP FOR BACK-TO-SCHOOL, WHETHER ITS IN-STORE OR ONLINE. THEY ARE COVERED BY
CONSUMER INTEREST AND RETAIL MEDIA RANGING FROM USA TODAY TO THE NATIONAL RETAIL
FEDERATION TO CONSUMER REPORTS AND ABC NEWS.
BECAUSE WE HAVE AN EXCLUSIVE PRODUCT AT ITS STORES, PKPR WOULD RECOMMEND REACHING
OUT TO THE RETAILER TO DEVELOP A PROMOTION OR DISCOUNT FOR BACK-TO-SCHOOL – EVEN
PERHAPS PARTNERING WITH SOME OF ITS OTHER PARTNERS TO CREATE A BACK-TO-SCHOOL
PACKAGE.
59

59. PROACTIVE EVENTS & CAMPAIGN INITIATIVES
AUDIENCE GIVEAWAY FOR RACHEL RAY SHOW OR THE TALK:
THE AVERAGE RANGE IS $100,000 FOR A FULL AUDIENCE GIVEAWAY AND MENTIONS BOTH ON
SCREEN AND BY THE HOST(S)
60

60. PROACTIVE EVENTS & CAMPAIGN INITIATIVES
BACK-TO-SCHOOL STYLE CHALLENGE
SIMILAR TO PROJECT RUNWAY, ENLIST 5-10 DIY PARENTING OR TEACHING BLOGGERS TO HACK/
DECORATE/CREATE THE ULTIMATE BACK-TO-SCHOOL PROJECT (E.G. PERSONALIZED LUNCH BOX FOR
PARENTS, ORGANIZED CLASSROOM) USING A P-TOUCH, WIDE SELECTION OF TAPES, AND A FIXED
BUDGET FOR OTHER CRAFT ITEMS. THE DESIGNED PIECES WOULD BE SHOWCASED ON SOCIAL MEDIA
AND USED IN PR EFFORTS FOR STORIES ON BOTH THE CHALLENGE AND BACK-TO-SCHOOL
ORGANIZING. THE DESIGNED PIECES COULD ALSO BE GIVEN AWAY IN A CONTEST OR BE USED TO
INSPIRE GENERAL PUBLIC TO SUBMIT AND SHARE PHOTOS OF THEIR OWN DESIGNS.
61

61. PROACTIVE EVENTS & CAMPAIGN INITIATIVES
EXPLORE PARTNERSHIP AND EVENT OPPORTUNITIES WITH P-TOUCH RETAILERS. FOR
EXAMPLES, WALMART SPONSORS A TEACHERS APPRECIATION WEEK IN JULY THAT OFFERS
DISCOUNTS ON SCHOOL SUPPLIES FOR TEACHERS AND STAPLES HAS HOSTED BACK-TO-
SCHOOL TRENDS EVENTS FOR PARENTING MEDIA AND BLOGS.
62

62. PROACTIVE EVENTS & CAMPAIGN INITIATIVES
COORDINATE GIVEAWAY PRIZES WITH BROTHER / P-TOUCH RETAIL PARTNERS. FOR
EXAMPLE, A BACK-TO-SCHOOL CONTEST GIVEAWAY PRIZE COULD INCLUDE BOTH A LABEL
MAKER AND A GIFT CARD FROM A RETAIL PARTNER LIKE STAPLES OR AMAZON.
COULD PARTNER WITH BLOGGER OR YOUTUBE PERSONALITY OR DRIVE TO SIGN UP
SIMILAR TO GO MONTH EVENTS
63
HTTPS://WWW.YOUTUBE.COM/USER/KELLIUNIVERSE

63. PROACTIVE EVENTS & CAMPAIGN INITIATIVES
LEVERAGE EXISTING BACK-TO-SCHOOL BOARD ON BROTHER OFFICE PINTEREST PAGE. WE CAN
OFFER COLLABORATION TO MEDIA OUTLETS AND ASK THAT THEY PIN THEIR FAVORITE BACK-TO-
SCHOOL TRENDS TO OUR BOARD. THIS BOARD WILL ALSO HOUSE ALL OF THE CF/PKPR
GENERATED ASSETS TO BE LEVERAGED IN A SOCIAL SETTING.
64

64. APPENDIX

65. RESOURCES
NIELSEN MRI DATA ON WALMART SHOPPERS OVER THE PAST 6 MONTHS
2014 WALMART ANNUAL REPORT:
HTTP://CDN.CORPORATE.WALMART.COM/66/E5/9FF9A87445949173FDE56316AC5F/2014-ANNUAL-REPORT.PDF
Q1 2013 CONSUMER INSIGHTS REPORT:
HTTP://NEWS.WALMART.COM/WALMART-FACTS/CUSTOMER-TRENDS/
DEMOGRAPHICS OF RETAIL (AWESOME BUT OLD):
HTTP://ADAGE.COM/ARTICLE/ADAGESTAT/DEMOGRAPHICS-RETAIL/233399/
SOME OLDER ARTICLES ON WALMART V COMPETITION (MEIJER, TARGET RESPECTIVELY)
HTTP://WWW.BIGINSIGHT.COM/NEWS/PRESS/FDBUYERAUG12-DIANNEKREMER.PDF
70
h-ps://www.vendhq.com/university/retail-­‐trends-­‐and-­‐predicJons-­‐2015
h-p://glo.com/relaJonships/dont-­‐humiliate-­‐your-­‐kids-­‐on-­‐the-­‐first-­‐day-­‐of-­‐school-­‐8461.gallery
h-p://www.trendbible.com/blog/home-­‐trends/whats-­‐influencing-­‐life-­‐at-­‐home-­‐for-­‐parents-­‐kids-­‐
in-­‐2016/
h-p://www.buzzfeed.com/gabbynoone/how-­‐to-­‐give-­‐your-­‐kid-­‐the-­‐best-­‐first-­‐day-­‐of-­‐school-­‐ever?
sub=2506243_1490954#.nmRJRD1rg
h-p://www.buzzfeed.com/peggy/awesome-­‐diys-­‐to-­‐make-­‐before-­‐school-­‐starts#.hxnvbLeB