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Revised April 2015
WHY DO WE NEED AN
INDUSTRY CAMPAIGN?
Our goal is to tap trends of mass photo-taking to build love of
quality photo-taking and printing. (Turn trends of missed shots,
blurry photos, and file-and-forget into opportunity.)
 The Consumer Electronics Association (CEA)®, Innovations in Photoimaging (IIPI) and Photography Manufacturers and Distributors of
America (PMDA) joined forces after witnessing several years of
declining sales in categories and less than hoped-for growth in creative
print products.
 Research shows that while consumers are taking more and sharing
more photos than ever and most wish they could enjoy their photos
more by taking better photos and creating tangible printed products.
THE
CAMPAIGN GOAL
Inspire Gen X / Gen Y moms to invest more in camera accessories and
cameras and print more photo products.
 Moms want to take better photos. The campaign will remind the target
audiences that they can take better photos and make the links between better
photos and camera features and accessories.
 Moms love printed products but get too busy to remember to make/order
them. The campaign will remind audiences that they enjoy photo products
and show them easy options.
 Education and communications can create a new behavioral norm ~ tapping
the desire that moms have to take better photos and physically hold on to
them.
MORE ABOUT THE
TARGET AUDIENCE
Gen X / Gen Y moms generally have a strong desire to capture the
crazy highlights of their children’s lives with better photos and
creative print products.
 Children and family are strong drivers for investments in cameras,
accessories, better photos and print products.
 Target moms have disposable income for both capture and output.
Life is Crazy:
Hold on to the Highlights
INSPIRE
MOMS
Life is Crazy:
Hold on to the Highlights
This theme taps moms’ feeling
that life is racing by. The
campaign reminds them that
they need to stop, enjoy,
capture, and hold on to the
wonderful (crazy) moments of
their lives (their children’s
lives).
Use this theme with visuals to
inspire moms to think
“I want photos like THAT of my
child! I’ve got to get this done!
How?!”
 Purpose of Digital Toolkit
 How Members Can Use Messages and Art
 Tools
 Key Messages
 Poster
 Web Images
 Web Ads
 Seasonal Assets
 Extend the Campaign/Change the Audience
 3 Steps to Great Photos (Education)
 Social Media Ideas
 Sample Social Media Posts
 Contact
PURPOSE OF THIS
DIGITAL TOOLKIT
This kit provides messages and images to use to
educate retail sales associates and to add into
your consumer education materials.
 In addition to key messages, the kit contains art files for a poster,
several Web ads, Web images that can be dropped into content
sites, and some limited content to educate Gen X / Gen Y moms
about what features they need to take better photos and hold on to
them with meaningful printed products.
 Art files can be found on the Digital Imaging page of CE.org.
HOW MEMBER COMPANIES CAN
USE THESE MESSAGES + ART
 Educate consumers: Content teams can use images, Web ads, and
content for online consumer education materials. Web ads can link to
your own products.
 Encourage education in retail channels: Messages can be used to
train retail sales staff to interact with consumers in simple terms.
 Create conversation through social media: Use social media posts in
existing channels to educate consumers about how your products help
them take better photos and hold on to the highlights.
With the campaign theme, you’ve
caught attention. Now educate moms.
KEY
MESSAGES
Life is Crazy: Hold on to the Highlights (Inspire with the campaign
theme through visuals. Now educate and tell the story with these key
messages.)
 Capture the crazy: take better photos. With the right camera
features, accessories, and a little know-how, it’s easy to take better
photos.
 Do more with your photos. Hold on to life’s highlights with creative
print products. Capture. Create. Enjoy.
 Hold on to life’s highlights. It’s easy!
CAMPAIGN LOGOS
These industry logos can
be used collectively to
establish the umbrella
positioning about digital
photo capture and
output. The logo can be
integrated or used by
itself to reinforce the
overall campaign
messaging.
These files are available in .eps
format and can be found on the
Digital Imaging page of CE.org.
INTEGRATED MESSAGE PLATFORM
“THE STORY”
There are the moments that you plan for, and the ones that you don’t… Life can go from calm to crazy in an
instant. Do you have a camera that’s ready for the action?
Taking good photos is about much more than just megapixels. The best photos come from using the right camera
features and accessories at the right time. With a little know-how, it’s easy to capture the moments you want to
hold on to.
SUPPORTING POINTS (EDUCATION on CAMERA FEATURES)
 Optical zoom lenses can help you capture more images. An optical zoom lens can get you 10x closer to the action, so you
can capture crazy moments that other lenses miss.
 Larger sensors capture MORE LIGHT. That means superior image quality, great color differentiation and fewer grainy
shots.
 Faster shutter speed capture ACTION WITHOUT THE BLUR, so you don’t miss key moments.
 A powerful flash with range will consistently give you bright and balanced images. At night, AND as a tool to block out
competing light in the brightest situations (soccer games with the sun behind your child!).
Get the can’t-miss shots – and clips – you want to remember forever.
SUPPORTING POINTS (EDUCATION on USE)
To capture these shots, consider these features:
 Kids in action! – fast shutter speed and a good optical zoom lens
 Rich color and sharp images! – good optical zoom lens and sensor
 Catching fireflies and Halloween scares: night shots! – good optical zoom lens and flash
 Twinkling eyes and other extreme close-ups – interchangeable lenses
 Movies and clips to watch life unfold – video capability
INTEGRATED MESSAGE PLATFORM
“THE STORY”
Once you have a great shot, print it! From large scale prints of birthdays, to a daily reminder of
the winning goal, to holiday t-shirts for the whole family, do more with your photos. There are
more options than ever!
Hold on to life’s highlights. It’s easy and worth it.
SUPPORTING POINTS (EDUCATION ON PRINTING)
Top five photo products every mother needs
 Large scale canvas of a sweet smile – surround yourself with life’s best moments.
 Photo book of each event – re-live the fun!
 Set of mugs with your craziest photo – start your day out with a smile!
 Framed portrait of your favorite photo – try a funky frame to dress it up.
 Photo blanket of the family vacation – personalized design for the living room.
You’ll now find art you may use +
some content for digital channels.
USE
WEB ADS
These three panels are
animated into a 3panel rotating ad in
the art file folder.
Use this on your site or
in an email sidecolumn.
USE
WEB ADS
These three panels are
animated into a 3panel rotating ad in
the art file folder.
Use this on your site or
in an email sidecolumn.
USE
WEB ADS
This two 300X300
panels are joined in a
2-panel animation in
the art file folder
found on the Digital
Imaging page of
CE.org.
Use these ads on your
site in standard ad
slots or add into an
email.
USE
WEB ADS
These two 300X300
ads have text-build
animations.
Use these ads on your
site in standard ad
slots or add into an
email.
USE MATERIALS WITH OR WITHOUT
YOUR LOGO
All art files include options to place your logo or to use with association logos only.
For simplicity, only one version of each piece is shown in this toolkit.
USE
WEB IMAGES
Post on social media encouraging feedback;
drop into consumer education content;
send to mom-bloggers; add to your site and
link to your related products..
USE
WEB IMAGES
Post on social media encouraging feedback;
drop into consumer education content;
send to mom-bloggers; add to your site and
link to your related products..
Depending on the season, audience, etc.
Life is “_______”:
Hold on to the Highlights
Life is “______”: Hold on to the Highlights
FOR OTHER SEASONS, AUDIENCES, ETC.
Life is Crazy:
Hold on to the Highlights
Life is Magical:
Hold on to the Highlights
Here’s an example of extending the campaign
to summer and active lifestyle consumers.
Here are examples of extending the campaign for
specific seasons, i.e., spring, winter and holiday.
Life is “______”: Hold on to the Highlights
FOR OTHER SEASONS, AUDIENCES, ETC.
Life is Amazing:
Hold on to the Highlights
Life is Cool:
Hold on to the Highlights
Here’s an example of extending the campaign to
grandparents.
Here’s an example extending the campaign to
college-bound students (millennials).
These two examples are not included in art files. Illustrative only, no image rights.
SEASONAL
WEB ADS
These panels were
created with a
spring/summer focus
and can be used on
your site or in an email
side-column.
Your company logo can
be added if you wish.
SEASONAL
WEB ADS
These panels were
created with a
spring/summer focus
and can be used on
your site or in an email
side-column. The
message has also been
expanded to “Life is
Magical.”
Your company logo can
be added if you wish.
SEASONAL
POSTERS
These posters were
created with a holiday
and spring/summer
focus and can be used
in print OR in any Web
channel as a .jpg.
SEASONAL
WEB ADS
These banner Web ads
were created with a
Holiday focus and can
be used on your site or
in an email header.
TAKE CAMPAIGN TO RETAILERS +
THROUGH YOUR DIGITAL CHANNELS TO EDUCATE
CONSUMERS
USE THIS TOOL AS EDUCATIONAL CONTENT
3 STEPS TO GREAT PHOTOS
Creating Consumer Awareness
This tool bridges consumer education and the campaign. The tool is
branded with campaign language but fits into any and all current
messaging. The tool ties together the process of taking good pictures,
sharing, printing, and storing into one process.
Use the tool in consumer education posts or at retail to help guide
consumers in selecting cameras and printers that are right for them.
Images follow on next slide.
USE TO
EDUCATE
This tool is a high-level
summary that can be used
to make certain consumers
understand the process for
capturing life’s highlight
(from capture and print
perspective). Include in
consumer education posts;
use in ePR by sending to
mom-bloggers; in retail to
help guide consumers in
selecting cameras and
printers that are right for
them.
STEP 1:
CAMERA
FEATURES
This guides retail
teams or consumers
through the steps of
considering most
important camera
features moms need.
Manufacturers and
retailers can add
accessories into the
tool.
STEP 2:
WHAT
FEATURES
MEAN
This step helps
consumers understand
what features mean.
Manufacturers and
retailers can add
accessories into the tool.
STEP 3:
WHAT
ELSE TO
CONSIDER
This step helps
consumers understand
that sharing, printing,
and storing is part of
the process of
capturing life’s crazy
highlights.
TAKEGREATPICTURES.COM
Visit www.takegreatpictures.com to view campaign assets and tools.
SAMPLE SOCIAL MEDIA POSTS
FACEBOOK
Life is CRAZY; capture your crazy memories and enjoy them more with 3 easy steps for
taking better photos. Check it out now! www.websiteURL.com
Life is CRAZY; do MORE with your crazy images – from large scale photos to printed
blankets, check out the most creative print products here: www.websiteURL.com
Life is CRAZY: 500+ million photos taken a day, but Americans say they’re still missing
best shots. Learn to take better photos and enjoy them more at www.websiteURL.com
Life is CRAZY; don’t miss another crazy wonderful moment of your child’s life – learn to
take better action shots and to hold on to the highlights with cool printed products for the
home. Check it out now! www.websiteURL.com
Life is CRAZY – don’t let it pass you by. Do more with your photos than file and forget –
check out the top 5 photo products!
Life is CRAZY: Capture and hold on to the crazy highlights with just a little know-how. Visit
www.websiteURL.com to capture action, night, portrait and distant shots – and then print
them for a lifetime of enjoyment!
SAMPLE SOCIAL MEDIA POSTS
FACEBOOK
“Capture” Theme:
Life is CRAZY. Are you ready to capture the crazy this spring? Check out the most
important camera features for capturing the season! www.websiteURL.com
Life is Crazy. Don’t miss another crazy wonderful moment of life – learn to take better
action shots. Check it out now! www.websiteURL.com
Two billion photos taken per day, but research says we’re missing the best ones. Learn to
capture the crazy of life: take better photos and enjoy them more
at www.websiteURL.com.
How will you capture life’s action this spring? Check out the most important camera
features for capturing the season?
Are your ready to capture the craziest moments of your spring and summer breaks? Don’t
miss another great vacation. Print life’s highlights!
SAMPLE SOCIAL MEDIA POSTS
FACEBOOK
“Output” Theme:
What’s the coolest print product you’ve ever seen?
Life is CRAZY – don’t let it pass you by. Do more with your photos than file and forget –
check out these 5 MUST-HAVE photo products for this spring! www.websiteURL.com
Do MORE with life’s memories – from large scale photos to printed picnic blankets of
spring break and graduations, check out the most creative print products!
www.websiteURL.com
Photo products make perfect gifts for__________________ (Birthdays, Mother’s Day,
Graduation, Father’s Day, etc.). Hold onto life’s highlights, print more!
SAMPLE SOCIAL MEDIA POSTS
TWITTER
Life is Crazy: Capture the Crazy. Take better photos in <current year>! 3
easy steps at URL.
Top 5 creative print products every parent should have in <current year>.
Check out URL.
Life is Crazy: Do you file and forget your photos? Or print and love? Check
out URL.
500+million photos taken a day, but how many are blurry? Take better
photos #HANDLE
(Conversation generator) Printed photo books versus online photo album:
what are the pros and cons?
(Product focused) Check out large scale photos wrapped in corner frame –
available at URL!
CEA
IIPI
PMDA
Karly McBride
[email protected]
Don Franz
[email protected]
Mark Huggins
[email protected]
For questions on art files, you may contact [email protected].