Integrated Program Example
Many of you in this room but also online are, maybe you'll never do an integrated campaign. Maybe you will. This may or may not be relevant for you, but the reason I think it'll be relevant for everybody is just, I wanna share with you how to think just basically about anything, how to scope anything. What I'm showing you here is some images from a project that I did in month five, I think, of the company. I was the only employee. American Eagle Outfitters was our client. It just so happened I had come from a concert production background. They said, we need someone who knows how to produce big events but also understands digital. We're basically producing a big concert at Squaw in Tahoe for about 5000 people, distributing all sorts of free scarves and lip glosses, and building fire-pits and awesome brand lounges, and I was the executive producer of the thing. The objective was to capture three great music videos that would go live on ae.com and be seen by all the millions, millions of...
people, so they would then buy underwear, or something, or jeans, right? If you look at this, I'm just gonna play this video silently in the background, you might ask yourself, how the heck, how do you scope something of this size? It would seem sort of unrealistically large, and the point is, you have to look at every single piece in very granular detail, and just break it down. You might say like, how much does it cost to rent a big footprint at a ski resort? Call them. (chuckles) That's the first step. We went out to Vail, and I think this was Copper Mountain. We talked to six resorts. I sent them an RFP. So, this is what we're doing. Give me the pricing. There's gonna be 5000 people there. It's gonna drive ticket sales. We're advertising it nationally. Guess what, it cost about 25 grand to get the footprint. If you look at this little wooden hut we're building, you could just look there and go, how much does it cost to build like a wooden hut to be installed on the snow. Look at the thing. Okay, how much is the wood from Home Depot? A grand, maybe? Yeah, about $1000 worth of wood, okay cool. Looks like a crew of like two to four people could build that over the course of two days. Average contractor cost, average carpenter cost. Maybe I pay about 25, maybe 50 bucks an hour. A four person crew of 50 bucks an hour, that's 200 bucks an hour. 10 hours a day maybe, two grand a day, four grand for the labor. Now I'm at five grand for the hut. And then there's some other pieces. Okay, so my costs are probably about $7500 safely. I should probably charge about 15 grand for the hut. That's just a way, it's just like a sequential way of thinking about scoping anything. It could be a hut. It could be a website. It could be a video. Break it down and think logically about all of the inputs. The hard cost inputs and the labor inputs, et cetera.