Promotion & Public Relations: Crayola

Promotion & Public Relations: Crayola

Introduction

Crayola Company is more than 100 years old and provides art supplies for children. They deal in a range of products that range from crayons, markers and other art related items(Adele, 2012). The company started off as Binney and Smith in 1985 and sold their first Crayola crayons in 1903. Afterwards, they continued developing other products after listening to teacher's needs. The company is known for its high quality, safe and non-toxic products at a reasonable price. They have appealed their target market by using Disney and Nickelodeon characters on their crayons and markers. It remains consistent in quality, helps in understanding the needs of the teachers and parents and improves the quality on a continuous basis. Also, their aim is to encourage creativity in children of all ages.

Discussion

Incorporation of social media in its advertising campaign

With the growing presence of social media and its importance in general business activities, Crayola also maintains to achieve the same through different public relation methods and social media activities. They have tried to develop strategic, consumer driven strategy which is aligned with the overall marketing strategy of the company. Their main aims include development of positive image of the company on the social web. The teams revolve around developing an integrated approach to deliver creative and attractive support platform for the marketing objectives of the company. At Crayola, social media strategies are aligned with business objectives and priorities. To facilitate through other agencies and to move with a proper social media plan where messages are sent out to customers and targeted successfully. Further, role of social media at Crayola is also to determine the best practices that are evolving in the industry and to build a brand for the community. Further, consideration of the major stakeholders must also be there to involve them with the objectives of the company and to increase efficiency through use of each one of them. Accordingly, social media budgets are planned linking it with the appropriate use at the company. The more investment is done in relation to the effects social media on Crayola's customers. The things of concern are the social media budgets, social media's metrics to Marketing and have rules of the playground set for the whole organization.

In July 2009, Crayola started a social media campaign on Twitter and Facebook. Its main target are the mothers who are the main purchaser of their products and increase awareness in them about creative ways of getting more with spending less money especially when children are buying back to school supplies.

Executive summary of the media plan

Usually there is less determination of the power of social media in an advertising industry. However, today the social media has become one of the most powerful tools of using how the products are perceived and sold (Jeff, 2012). However, Jeff thinks we are completely wrong to think if consumer comments make or break the brand. For Crayola there has been a recent blow to its ...