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Shoes
meet the teamRunTex
Strengthmedia
Atla
nta
Runtex U
niversity
Radio
Water
Motion
Sw
eat
Try
OOH
Sweat
VegetableFlower
media
cook outs
girlsFitness
media
Media
Buys
HEA
RT R
ATE
SponsorPerseverance
Sweat
media
Reach
HealthyShoes
Runtex University
Sweat
Carb Carnival
Run fo
r Life
StrengthSocial M
edia
Water
media Try
cook outs
mediaFitness
media
Media Buys
EasyCOURSES
Sponsor
Runtex University
NeighborhoodW
ater Bottles
Sweat
Southern Charm
Radio
race
Running Groups
HealthyStrength
Social Media
Mallory Johnson
Diane DouvryShoe: A wedge. A comfortable heel that makes your calves look amazing. Oh yeah!
Runner Code Name:Follow that boy!
Shoe: Barefoot! I love the feel of the warm sand, hardwood floor, cozy carpet.
Runner Code Name:Runs With Scissors
HealthyTrain
Running Groups
Shoes
Quick
Social Media
Inm
an P
ark
Strength
Social Media
RunTex Recovery
girlsFitness
EasyCOURSES
SponsorPerseveranceRuntex University
Neighborhood
Water Bottles
Sweat
Gone
mediaFitness
Media Buys
HEART RATE
Perseverance
Neighborhood
media
Gone
Southern Charm
ReachShoesm
edia
StrengthHealthy
Sw
eat
Try
StrengthCarb Carnival
Run fo
r Life
Adriana Merlo
Shoe: I would so be a Vibram Five Finger Bikila. They make me feel fast plus I look like a frog.
Shoe: I’d be a Toms shoe. Comfort is key.
Runner Code Name:Lay-Z
Veronica LeonShoe: I’d be an oxford. It’s the perfect combination of comfort and style. A dress shoe that feels like a tennis
shoe.
Runner Code Name:Miss Inconsistent
Angela John
Runner Code Name: urnotgunapasme
our promise
{ }Connected, creatively aware, confident, stylish and sociable. That’s how we handle things.
FootPrint Media is composed of creative influencers, indi-viduals who stay in the know and ahead of the curve. We are committed to delivering a one of a kind, creative media plan. Our strategy is to work hard and play harder - leaving a footprint of distinct, unique messages based on quality information. We craft media plans that will give your brand the right step forward.
Table of ContentsIntroduction
• Brand Background ................3• Brand Competitors .............4-6• S.W.O.T. Matrix ......................7• Situational Analysis ................8• Geographic Market ...........9-10• Target Audience ..............11-14
• Campaign Scope ..................1• Executive Summary ...............2
Analysis
Media• Media Vision ........................15• Objectives ............................16• Media Menu ....................17-18
Strategy• Budget ......................................19• Media Mix ............................20-22• Flight Schedules ..................23-30• Flow Chart ...........................31-32
Recommendations• Final Recommendation ...........33• Conclusion ..............................34
Appendix• Ad Mock Ups .....................35-38
Originally from Austin, Texas, RunTex has expanded to four locations around Austin. Since 1988, it has prided itself with creating a passionate running community, offering the city multitude of services through its running specialty stores. Despite heavy competi-tion from national chain stores and other specialty running shops, RunTex has successfully established itself as a premier running shoe retailer in Austin.
RunTex will go the extra mile to open a new store in Austin’s “sister city” of the south: Atlanta, Georgia. The new store will be lo-cated at 100 Elizabeth Street, in the historic Inman Park area.
RunTex’s laid back friendliness along with its passion for service will be enthusiastically welcomed by the Inman Park community. Our vision allows RunTex to provide not only shoes and good service, but a trusted running community for runners of all skill levels. RunTex is the cool, hip, approachable new neighbor ready to empower runners to stay motivated.
The media campaign will get off to a running start on August 1, 2011, two weeks before the grand opening on August 14, and continue through December 2011.
The goal of the campaign is to secure RunTex’s position as the premiere running shoe store for veteran runners while reaching out to aspiring athletes. The campaign is designed around a thorough understanding of the Atlanta consumer, initiating the conversa-tion with aspiring to forge brand recognition and loyalty within the trade area.
A budget of $55,000 will help FootPrint Media meet our marketing and advertising objectives. Traditional media (magazine, OOH) will account for 69% of the budget. The remaining budget will be spent on sponsoring events and other promotional efforts.
The key to success is to create an insightful brand analysis in order to leave our footprint in the Atlanta trade area, along with a lasting impression.
Intr
od
ucti
on
Campaign Scope
1
Executive SummaryFootPrint Media has created a one of a kind media plan for RunTex’s new store in the Inman Park neighborhood of Atlanta. The plan will de-liver a creative and carefully calculated media mix to reach primary and secondary target markets, as well as accomplish all of our objectives.
Identifying RunTex’s direct and indirect competitors and their media strategies enlightened FootPrint Media on how RunTex can can cut through the clutter and shine as the clear choice for premium running shoes.
Direct competitors include other running specialty stores like Phidippides and Big Peach Running Co. Phiddipides is focused on forging brand loyalty from a very young age. Big Peach Running Co. establishes itself as being for locals by locals.” Yet, RunTex’s attention to detail and community involvement sets RunTex apart from their competitors.
Our plan includes incentive based strategies that will tempt customers to return to the store. The campaign emphasizes RunTex as a high-end tennisshoeretailerandarunningcommunityhub,wherebeginnerscanlearnthetricksofthetradeandmasterrunnerscanfindthelatesttraining gear.
Thenewstore’slocationisanideallaunchpointforRunTex.InmanParkisasuburbintheheartofAtlantafilledwithyoungfamiliesandprofes-sionals. The area has a Whole Foods grocery, as well as four parks - perfect for our health-conscious target market. This community has every-thing an active runner could desire, except a nearby speciality running shoe store. This is where RunTex steps in.
Runtex’s core market is comprised of women ages 24-40. This group of women commute to work everyday. But, these ladies also know a thing or two about leisure time. They enjoy making food from scratch and spending time outdoors with their pets. FootPrint Media’s objectives are tailored to their lifestyles. These women can be effectively reached through magazines, promotional events and most importantly out of home media. Out ofHomemediadispersesRunTex’sbrandmessageduringkeyworkcommutetimes,whilemagazineadscateredtospecificaudienceswithinthis target group. The rest of our efforts will be focused on promotional events.
Our secondary market includes males ages 25-35 who are highly involved in their personal health. These guys care about what goes into their bodiesandarehighlydetermined,competitiveindividuals.Theirestablishedcareersandhandsomeincomesgivethemtheflexibilitytoindulgeinexpensiverunningshoesandkeepupwiththenewesttechiegearfortheirhighintensity,fitness-orientedlifestyle.
OOH will establish its voice during daily work commutes in the morning and afternoon. Promotional events, sponsorships and unique guerrilla placements will be the remaining media vehicles utilized.
With a budget of $55,000, we chose the most effective media to reach Runtex’s targeted markets in order to encourage an emotional connec-tion, as well as brand loyalty. Below is the budget distribution:
16% Magazine 4% SEM 53% OOH 17% Mobile 10% Guerilla
All media vehicles fully encompass the RunTex spirit: active, motion oriented, friendly, cool, and neighbor-oriented theme.
Intro
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An
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Brand BackgroundMissionSince 1988, RunTex has become more than the average running spe-cialty store; it’s driven towards making endurance athletes. RunTex pro-vides gear, coaching and events to drive any runner’s passion.
What makes Runtex unique?Most runners are very brand loyal when it comes to choosing a running shoe retailer. But RunTex’s runner friendly approach to the community gives Runtex a competitive advantage over national chain stores. Ev-eryday, Runtex places free water jugs in key areas where runners can hydrate. Moreover, Runtex sponsors numerous local marathons and running events throughout the year. RunTex blends philanthropy with fitnessbyofferingadiscounttoanyonewhodonatestheiroldpairoften-nis shoes, emphasizing their contribution to under-served communities and citizens.
Product & PlaceRuntex’sfourAustinstorelocationshavealwaysbeenreflectiveofthecommunitythatsurroundsthem.Active,fitpeoplefromthelocalareaaredrawn to this community oriented brand. Knowledgeable employees are always available to set you up with a customized pair of running shoes. But RunTex is more than a store--it is an active running community. From power bars to daily running groups, RunTex has the tools to fa-cilitateanyrunner’sfitnessandpersonalfitnessgoals,whethertheyare Austinites or Altantans.
PromotionsIn the past, RunTex has not invested heavily in traditional advertising.It has mostly relied on sponsorships and word of mouth to serve their promotional needs. However, since RunTex is moving to a new state, it is important for them to expand their reach into the Atlanta trade area through other methods of promotion.
3
Competitive Analysis An
aly
sis
• Locally owned
• Closed Sundays for a “long run”
• Non-profitrungroupsmeet at their store
• 100% Satisfaction Guaranteed Program
• “We have it or we’ll get it”
• Donates old shoes
• “Run, Walk, Be Fit”
• Boasts 12 partners on their website
• “Ask the staff” page
• Associated with philanthropic walks/runs
• ‘‘Fit for Life’’ free health andfitnessevent
• New running store opened July 2008
• Coffee shop events
• NonprofitPartnerships
• Running clinics
• Targets high school runners
DIRECT COMPETITORS
Big Peach Running Co
4
INDIRECT COMPETITORS
• 2.5 miles away at Five Points Mall
• Established brand
• Runner Recognition
• Mall location makes it a very convenient and prac-tical means of purchasing running shoes
• 9 miles away
• All shoe types available
• Frequent Sales
• Affordable prices
• 10 miles away in Buckhead Villiage
• National chain
• Increased Brand awareness
• Runner Recognition
• High Brand Loyalty
An
aly
sis
5
Competitor Locations An
aly
sis
6
Strengths
• Sponsor events• Flexible return policy• Free water daily• Donate old tennis shoes• Races and running groups• RunTex University training• Customer service• Partnerships
Opportunities Threats
Weaknesses
• Neighborhood lacks sporting stores
• Health oriented grocer nearby
• Several parks nearby• Wealthier neighborhood• Active neighborhood
association
• Expensive products • Expanding into a new
market• Mixed customer service
reviews• Limited inventory• No traditional advertising in
the past
• Entering a new market• Competitors build brand
loyalty at young age• Owned and operated by
residents• National chains in area
S.W.O.T. MatrixA
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An
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Much like a running trail, RunTex will have obstacles to overcome in this new market. Besides the fact that they are entering a new market, RunTex’s shoes are no bargain. Customer’s can expect to spend over $100 on running shoes and their stock is not as comprehensive as other stores. However, they are quick to offer discounts to anyone who donates their old tennis shoes.
The fact that RunTex is a local business has greatly contributed to their performance in Austin; Austinites often support local businesses over chainstores. But this is a double-edge sword for penetrating the new market. Atlanta is known as a “sister city” to Austin, a city where the people would rather support local busi-nesses over national stores. Brand loyalty in this new market has been shaped since a young age and is rootedinlocalAtlantabusinesses,makingthemdifficultcompetitors.
In spite of the obstacles RunTex has to overcome, this is a store whose biggest strength is their customers and community-centricity. The way RunTex has become staple for any Austinite runner can translate into theAtlantamarket.RunTexdoesnotdefinetheircustomersbyage,gender,orrunningskillsbutbypassionforhittingthetrailandgettingagoodworkout.Theirflexiblereturnpoliciesandtrainingopportunitiesareas-sets that make them stand out against competition. RunTex jumps on a good opportunity when it sees one. In their new market, RunTex will capitalize on the fact that there are no sporting goods stores in the Inman neighborhoodarea.Thelocationandneighborhoodofthenewstorewaschosenspecificallytoenhancemarket penetration because of its several parks, running areas and health-oriented grocers.
Situational Analysis
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Atlanta, GeorgiaAtlanta is the capital and the 9th largest DMA in the United States. Atlanta has more than 2,310,490 homes and is considered the fastest growing city in terms of population in the U.S. The population is composed of 49.6% males and 52.9% females. Atlanta’s population is primarily African American followed by Caucasians.
Though Atlanta has a mild weather most of the year, it can experience cold winters, including sub-zero temperatures. The months of December-January may also ex-perience snowfall. Spring and fall temperatures are the most conducive to outdoor activities which is especially appreciated by Atlantans.
The city of Atlanta is known for its avid runners. It has more than 54 public parks and hosts the largest 10K race in the world, The Peachtree Road Race.
Geographic MarketA
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An
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Inman ParkToday InmanPark isagentrifiedneighborhood full ofhistoricVictorianresidences dating back to the 1880s. It is home to many young profes-sionals and families (about 2,600 people), with the majority of residents ranging in age from 25-40.
Inman Park households make 30% more than the average Atlantan (an average of $78,000/year). The majority of residents have obtained some sort of higher education degree. The area includes 3 local parks. In addi-tion, the neighborhood is near the historic commercial center of Little Five Points, lined with restaurants, bars, theaters, independent book stores, a natural grocery, and one-of-a-kind shops and boutiques. The home to all things alternative and quirky in Atlanta, Inman Park is the eccentric center of the city.
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Our core market is composed of white females 24-40. Although Atlanta is primarily African American, more than 70% of all female runners in this age group are white*. The average age of female runners is 24-30 years old**.
Of these female runners 64% had 2006 Household income of $75,000 or more**. That paired with Inman park’s predominantly white, educated demographic indicates a need to cater to this female market.
Although some of these women are married, most of them are single working wom-en. That means that they care about their physical appearance. This target market spends $125 billion annually on health related goods and services**.
In addition, these women care about what foods go into their bodies**. In fact, 76.5% make their food from scratch *. These women are all college educated and earn an estimated $75,000 a year. Even with their annual incomes, 45% of this target group engages in coupon use because their are smart, savvy consumers. Even with a full time job, these ladies like to squeeze in some leisure time. Whether it is going out for a run or quality time with their pets, these women know the importance of “me time.” *
Target MarketPrimary Target
An
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* MRI 2004** 2006 Runners World Sub Study11
Hello, my name is Sarah Hanes. I am a 28 year-old marketing executive based in Atlanta, Georgia. Although I’m a single gal, I am by no means desperate for a man, my pets take care of all of my affection needs. I am a savvy consumer and I know coupons make a difference.
As much as I am passionate about my job, there’s nothing wrong with a little down time. After work, I usually go out for a neighborhood run with my dog or girlfriends. When I come back from my run, I prepare healthy meals withoutsacrificingtaste.Iknowittakessomuchlongerthanafrozendin-ner, but that way I am in control of what goes into my body, and I like that.
An
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Meet Sarah:
12
Our secondary target is 24-40 year-old males working full time jobs in business oriented companies. These men are a desirable target group for RunTex because they are highly concerned with their physi-cal well-being. More than anything, these guys are competitive.
Whether it is in the workplace or in sports, these guys like to win and be the best. They are extremely confidentintheirabilitytoperformandtakegreatprideintocaringabouttheirphysique.
Besidesphysicalfitness,theseguyshaveanotherinterest--technology.Withtheirhandsomeannualin-comes they have the cash to afford the newest gadgets. They are all about staying ahead of the curve.
Secondary Target:
Target AudienceA
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Meet Matt:
Hi, I’m Matt Stevenson. I’m 31 years old and a proud Atlantan. I’m a lawyer ataprestigiousfirm,whichmeansIneedtolookgoodeveryday--formeim-age is everything.
Yes, I like to work out. People may say I’m a little self-centered, but the truth is that I like to take care of my body and I’m not afraid to say it (or show it). Of course, being a lawyer doesn’t help shake that image.
I’d choose competitive sports over any other in a second, but hey, I’m a guy. In spite of my competitive nature, running is my other passion. I run the Inman Park – 5LP loop every day before work. I’m not an avid shopper, but I do spend theoccasionalloadinfitnessgear.Iprefermodernstoresthatintegratetechnol-ogy in their products and services, because I am a techie at heart.
An
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Media VisionM
ed
iaA Pulsed Flight would maximize RunTex’s consumer awareness amidst other local running shoe stores. Our media plan is all about keeping things in motion. It’s that mentality of being active and persistant that drives our course of action. A Pulsed Flight pattern will allow us to createmarketsharewithinlimitedbudget.Ourflightsincludeout-ofhome,guerillaandprintads, as well as as marathon events. RunTex is not trying to be the store that has everything; but rather a store that cares about the little things that make a big difference.
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Med
iaMarketing Objectives:
• Determine thorough understanding of the new RunTex area starting with the Inman neighborhood market.• Achieve more than 350 store visitors per week.• Forge a friendly connection and relationship with store patrons in Atlanta trade area• Promote events and community involvement that set RunTex apart and establishes it as a top 5 sales
competitorwithinthelocalAtlantamarketbytheendofthefirstopeningyear.
Advertising Objectives:
• Achieve 25% RunTex brand awareness about product offerings, training opportunities, and community events.• Achieve 55% brand recognition of RunTex within target markets and the determined trade area.• Effectively promote RunTex’s passion for community involvement, i.e. programs and free water, to use as a
competitive edge in all campaigns
Media Objectives:
• Create a one-of-a-kind media plan with $55,000 budget• 90% of this budget will be spent on measurable media• 10% of remaining buget will be used in unmeasurable promotional events • Success of this campaign determines next year’s budget as well as FootPrint Media’s relationship with
Runtex in the long run.
Objectives
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Med
ia
Media MenuMagazine Direct MailPublication Title Circulation BW 1/3 BW1/2 BW 1 page BW full Average BW CPM Type CPM Pieces Mailed Total CostAtlanta Magazine 70,200 3490 5015 8835 14655 113.94 lnternet 50 432,778 $21,638.90Atlanta Parent 99,483 800 1125 2035 n/a Print 65.6 432,778 $28,392.25Radio
18-‐34 25-‐49Daypart A M W A M W A M WAM Drive 553 568 541 390 377 406 327 311 344Daytime 531 509 554 434 409 466 362 338 392PM Drive 608 653 556 512 507 518 461 430 496Evening 133 167 109 158 156 160 190 170 211OOHType GRP Inserts 18+ Pop (000) 4 week circulation 4 wk rate total CPM CPP ShowingPernanent Bulletin (14' x 48') 15 1 470,688 $6,500 $3.10 433.33 9%Shelter (6' x 4') 15 3 260,000 900 0.66 60 5%Bus Queen 10 5 318,800 1675 1.3 335 6%Newspaper SEMPublication Mon-‐Thurs Per Col" Mon-‐Thurs Circulation Mon-‐Thurs CPM Sunday Cost Per Col" Sunday CirculationSunday CPM Keywords Cost Per ClickAtlanta Journal Constitution 17,525.26 410,761 42.66 23,079 658,581 35.04 RunTex $0.56Television Guerilla Atlanta running $0.95
18-‐34 25-‐49 Type Cost per item Amount Total cost running groups $0.63CPP CPP Firetexts 250 3 $750 training advice $1.28
Daypart Promotexts 0.05 10,000 $500 running gear $1.51Early Morn 162 367 Runners $10 5 $2,100 discount running shoes $1.49Day Time 122 307 Flower Ad $2(per square foot) 10x 15 $300 Atlanta marathon $0.87Early Fringe 160 449 Marathon marathons $0.95Early News 195 559 >Foot massage $25 hour 20 1,000 ( 2 events) running apparel $1.81Prime Access 247 721 >Whole Foods Fruit 3.85 per lb 60 lbs $230 running store $1.33Prime Time 608 1304 > Tent 2 $460 women's running shoes $1.51Late News 305 967 Paint Run 11.1 24 gallons $266.40 running shoes $2.18Late Fringe 179 421 Giveaways n/a n/a $500.00 running tips $1.03
Customized Water Bottle 0.54 2016 $1,088 running shorts $1.63Cable half marathon $0.89Provider: Comcast Daypart A&E CNN Discovert ESPN running clubs $0.41Subscribers 1257000 All Day 100 100 100 100 running training program $0.83TV Households 2,205,510 Prime 600 350 550 1000 beginner running $0.49Cable Pen: 64.50% 5k training $0.80
Average Cost Per Click $1.00
18-‐24
17
NewspaperPublication Mon-‐Thurs Per Col" Mon-‐Thurs Circulation Mon-‐Thurs CPM Sunday Cost Per Col" Sunday Circulation Sunday CPMAtlanta Journal Constitution 17,525.26 410,761 42.66 23,079 658,581 35.04Television Guerilla
18-‐34 25-‐49 Type Cost per item Amount Total costCPP CPP Firetexts Software 250 3 $750
Daypart Promotexts 0.05 10,000 $500Early Morn 162 367 Runners $10 5 $2,100
Day Time 122 307 Flower Ad $2(per square foot) 10x 15 $300Early Fringe 160 449 MarathonEarly News 195 559 >Foot massage $25 hour 20 1,000 ( 2 events)Prime Access 247 721 >Whole Foods Fruit 3.85 per lb 60 lbs $230Prime Time 608 1304 > Tent 2 $460Late News 305 967 Paint Run 11.1 24 gallons $266.40Late Fringe 179 421 Giveaways n/a n/a $500.00
Customized Water Bottle 0.54 2016 $1,088CableProvider: Comcast Daypart A&E CNN Discovert ESPNSubscribers 1257000 All Day 100 100 100 100TV Households 2,205,510 Prime 600 350 550 1000
Med
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Budget
OOHBillboard #1 6,500.00$ Billboard #2 13,000.00$ Billboard #3 6,500.00$ Shelter Bilboard 900.00$ Bus Queen 1,675.00$ OOH TOTAL 28,575.00$
PrintMagazine Insert 8,835.00$
GuerrillaRunTEXTS 300.00$ Runway Runners 1,200.00$ RunTEXTS #2 500.00$ Runway Runners #2 500.00$ Paint For PAWS 536.00$ RunTex Recovery 1,190.00$ FireText 750.00$ Flower Ad 300.00$ Runway Runners #3 400.00$ Total Guerrilla 5,676.00$
SEM $2,295
MobilePhone App 9,000.00$ Total Amount Spent: $54,381
Contingency: $619
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53%
16%
10%
4% 17%
Budget Alloca-on by Medium
OOH
Guerrilla
SEM
Mobile
19
BillboardRunTex, as a community and outdoor-oriented organization, needspromotionthatreflectstheirneighborhoodinvolvement.A local billboard will attract the attention of our target market during their morning and evening commutes, as well as during their outdoor activities - whether it’s their daily run or an after-noonoutwithfamilyorfriends.Thesewillchangetoreflectthecurrentpromotionorgiveawayduringeachflight.Ourbillboardpresence will coordinate with our RunWay runners - those who will spread the RunTex name throughout the area as both com-munity members and runners.
Out Of Home
Bus Station Mirror/Bus Wrap:Keeping with our theme of promoting ourselves in outdoor spaces, we will continue to motivate runners to get out and move! Our side-of-the-bus displays (“Queen”) will use phras-es like “Catch me if you can!” with images of “runners,” making a walk down the sidewalk an impromptu race. These ads will have commuters (which compose 66% of our target) “chasing their goals” on their daily commute. Three bus station shelters will feature specially formatted mirrors where passers-by can see themselves as their running selves, complete with Run-Texworkoutoutfit.
Media MixPrintMagazine Insert:By utilizing print we are able to reach mass trade area appeal. Atlan-ta Magazine provides advertisers with the metro area’s largest au-dited and paid subscriber base of any magazine serving this market. Itincludes65,522paidandverifiedcirculation*.40%oftheirread-ership falls into both of our target audiences age range of 25-44**. Moreover, if there’s one thing we found out about the primary female market, they love to go to the grocery shopping and indulge in maga-zine purchases there*. This magazine is sold via more newsstand locations throughout Atlanta, including grocery chains, than any other Atlanta publication.
* Audit Bureau of Circulations (ABC), June 2009** Media Mark Research, Inc. Subscriber Study, November 2006
Facebook: Their involvement in social media will support RunTex’s tradition of be-ing a running community, and not merely a running store. The Atlan-ta store will continue the tradition of hosting free running and training groups lead by volunteers. These will be organized through Facebook. Being a social media site, this will be a great platform to share photos and inform our fans about all of RunTex’s events. RunTex can also use it to promote our discounts & deals of the moment.
Online
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*** MRI 2004 20
RunTexTS: This promotion enables RunTex target to immediately interact with the billboard message. Guys like Matt are drawn to technology and innovation. Moreover, 30% of all female runners engage in coupon incentivized promotion that includes giveaways and discounts. Run-
TexTS appeals to techie guys like Matt and educated consumers like Sarah.
Guerrilla
RunTex Paint for PAWS:RunTexhasahistorywithphilanthropy.Whetheritisdonatingoldtennisshoestoacharityoroutfittingamiddleschoolteamwithnewshoes,RunTexalwaysdoestheirparttohelpothersinthecommunity.PAWSAtlantaisanonprofitorganizationthatprovidesmedicalcare,shelter,nutrition,basictrainingandlovetohomelesscatsanddogsuntiltheycanfindpermanent,safehomes.Ourresearchfoundthat 66% of runners ages 25-34 own a pet. By sponsoring a two mile run from our mile marker billboard to the RunTex store, RunTex will effectively bridge the our core targets with a meaningful cause that three-quarters of our target will relate to.
Flower Ad:Just over a mile from Inman Park is Freedom Park, the largest public park in Atlanta. It includes over six miles of biking and walking paths, as wellasartinstallations.TotakeadvantageofthisopportunityandfurtherRunTex’spresenceinthearea,wewillbeplantinga10x15footflowerbed depicting the RunTex logo. Strategically this makes sense - over 67% of Atlanta’s female population in our core target’s demographic spends their leisure time outside – and whether or not they are runners, they will notice*! It’s all about taking a positive step in the right direction within the community -both informing and beautifying the area.
RunWay Runners: For those devoted to running, the street is their runway. It’s where they get to show off their latest running gear. Keeping the visibility of runners in mind, RunTex will hire runners at an hourly rate to deliver our message; they’ll be running between our store and a strategi-cally placed billboard approx. Two miles from the storefront. They’ll be wearing their new RunTex gear emblazoned with “Coming Soon” or the current RunTex news. This constant presence and changing message will generate buzz at the local level, cementing RunTex as ‘the friendly new neighbor’
Marathon/Half Marathon Presence:The core of RunTex’s presence in Austin is through race sponsorship and support for healthy living. With our “RunTex Recovery” stations and Firetext dispersing words of encouragement from the cheer zones, we will continue spreading RunTex’s support without haveing to spend money to sponsor races. Remaining active in the running culture wherever we are established is imperative to maintaining Run-Tex’s essence.Runners appreciate a business that understand their needs as runners - and by being a supporter at these races we’ll cement ourselves in the minds of Atlanta runners. Also, by partnering with Whole Foods, an Austin grocer well recognized in Atlanta, RunTex will gain additional credibility with potential customers. Whole Foods will have a booth next to our recovery stations, with healthy snacksaswellascookingtechniquesandrecipesspecifictorunning.AsabusinessalreadycommittedtoRunTex’shealthylifestyle,thisis an ideal partnership.S
trate
gy
*MRI 200421
On-Going Media
RunTex AppRunTex’s target market is always on the go and tech savvy. We understand that life itself is a marathon. That’s why we aim to convenience our runners. With our app, we will be able to bring the store to our runners. RunTex will work with fellow Austin based company Mutual Mobile. Development services will start at $8,000. Application will include a “smart shopper” capability where a busy runner can select their short sizes, as well as times they will come in to the store. When they are able to come in, we will have selections for them ready to go in the dressing room
for each valued customer. Our app logo will appear on all outdoor media including billboards and guerrilla efforts.
SEMIt is imperative to gain the visibility and trust by ranking high in organic search. SEM will help us achieve this. SEM can be used as needed. With our budget and vision for the project, online spending was not a priority. Our theme is movement and motion and that is why a lot of the budget went to outdoor and guerilla advertising. We are using SEM to simply supplement these efforts when our runners are searching for news, information, clothing or marathons online.
Below are the keywords selected to supplement our SEO goals:
SEOOurSEOgoalsaredesignedtogetRunTextoplacefirstinorganicsearchresultsusingoneormoreofthefollowingkeysearchterms:
Atlanta Running Store-Atlanta Running-Atlanta Training-Atlanta Running Groups-Atlanta Marathon Sponsors-Atlanta Running Shoes-Atlanta Marathon Training
To get the gold, there needs to be some changes and additions to the existing RunTex website. We must alter Austin related content to custom
fitournewhomeinAtlanta.Inaddition,wewillincludereviewsandlinksfromsiteslikeFacebook,Yelp,YellowPages,TwitterandGooglemaps.
*www.mutualmobile.com
• RunTex $0.56 • Atlanta Running $0.95• Running Groups $0.63• Training Advice $1.28
• Running Gear $1.51
With a budget of $2295 we can expect 15 clicks per day over our 153 day campaign cycle, with an average of $1.00 cost per click. We believe this is a reasonable amount of clicks as we are entering a new market. This can be increased as RunTex develops more brand awareness in the new target market of Atlanta.
• Discount running shoes $1.49• Atlanta Marathon $0.87• Marathons $0.95• Running apparel $1.81• Running store $1.33
*Google Adwords 2011*Mintel 2008
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Flight 1:INTRO: Our goal is to establish RunTex as the innovative, new neighborhood store. Before our store opens we are going to plan a teaser campaign to introduce RunTex into the Altanta trade area. “Best Foot Forward” will feature OOH and Guerilla media strategies to generate buzz around RunTex’s Atlanta debut. Our different media strategies aims initiating brand awareness through technology, commutes, and creative guerrila efforts.
“Best Foot Forward”(August 1- August 14)
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Flight #1 CostsOOH $6,500RunTexTS $300RunWay Runners $1,200Total Flight Cost $8,000
81%
4% 15%
Flight 1: Media Mix
OOH
RunTexTS
RunWay Runners
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(August 1- August 14)
RunWay Runners“Get your training done and get paid for it.” This guerilla tactic includes having someone running throughout the Inman Park neighbor-hood decked out in RunTex gear. (See Appendix 4A)
Inthisflight,therunnerwillwearaDri-Fit,customshirtthatsays“RunTexComingSoon.”Therunswillbe4hours,5daysaweekandeachrunnerwillbepaid$10/hour.Becauseweareinapulsedflightandcreatingdemand,thisflightwillinclude3runnersperdayaveraging to a total cost of $1,200.
RunTexTS This guerrilla promotion incentivizes people to engage in a conversation with RunTex. An approximately 470,688 commuters will be exposed to the message on their way to and from work on our customized billboard. If consumers text in “RUNTEX,” they will be able to get $20 off their purchase in the next 2 weeks.
Both of our core target audiences commute to work every day. Even though more than 5,000 people will be exposed to the message, the limited number of texts and two week timeline will encourage the competitive nature of our male secondary target to cash in on the deal. This also appeals to females because they have a high propensity to consume items if there is a coupon or bargain. The total
cost for this tactic is $300.
MEDIA:
Out of HomeThis billboard will be placed in highways from the suburbs to downtown. This billboard will create a 9% showing and generate an es-timated 470,688 impressions. The total cost for this placement would be $6500. The ad will feature a “meet the new neighbor theme” as well as promote RunTexTS incentive coupon. (See Appendix 4A)
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www.promotxt.com24
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Flight 2: “Motives in Motion”
INTROOur motives are in motion, are yours? If not, it’s okay, RunTex just started too. RunTex wan’ts to help theircustomersout!RunTexwantstohelpyoutrainforyourfirsthalforfullmarathoncomingupinOctober. Whether you want to get healthy, loose weight, need time away from the kids or just relieve stress, RunTex is the community hub for all runners.
(August 21-October 13)
Flight #2 CostOOH 19,500.00$ RunTexTS 500.00$ RunWay Runners 500.00$ Paint For PAWS 536.00$ Print 8,835.00$ TOTAL COST 29,871.00$
65%
2%
2%
2%
29%
Flight #2: Media Mix
OOH
RunTexTS
RunWay Runners
Paint For PAWS
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(August 21-October 13)
OUT OF HOME
Mile Marker: The mile marker billboards are here! For all of you beginning runners - RunTex has got you covered. We strategically placed a billboard two miles away from the RunTex store where beginners can keep track of how many miles they are running. Since thisisourlongestflight,thisbillboardwillrunfor8weeks,comingtoatotalcostof$13,000.Thisbillboardwillgenerate87%showingin the Inman Park neighborhood and 10% in the Atlanta trade area. We want to help you get ready for any running event, and if this billboard helps, more power to you! The billboards will also feature the newest installment of RunTexTS, where texters can recieve daily store giveaways when they text. (See Appendix 1A & 2a)
MEDIA:
Chuck Norris: Another billboard for our 4 week run is intended for our male target. These competitive guys need to get motivated to run in this highly independent sport. Our billboard off the commuting highway from the suburbs to downtown Atlanta will feature an ad displaying “You know what Chuck Norris hasn’t done? Run a marathon.” The total cost for this ad is $6,500 and will generate a showing of 10% in the Atlanta trade area. (See Appendix 3A)
Magazine: RunTex wants to help you get your motives in motion! Our full page “Goal List” advertisement in Atlanta Magazine will helpyoudojustthat.Therearenonumbershere,justapagefilledwithinsipirationalwordsthatyoucanripoutandpostonyourfridgeevery time you need motivation to run! This goals list will also help RunTex get to know you better! If you bring the insert to the store we will help you get the best gear suited for your individual goals. The black and white one page insert will total $8,835 and has a monthly
circulation of 70,200 people.
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RunTexTs: “We got your running swag.” On the mile marker billboard, the newest installment of RunTexTS will be promoted. This installmentwillfeature$500ingiveawaysthatincludecustomizeddryfitrunningshirts,chalkblocks,andelectrolitereplacements.ForthisRunTexTSinstallment,amountofTextmessagecapacityhasincreasedto10,000,totaling$500.Thisisbecauseflight2is4weekslongerthan Flight 1, meaning the RunTexTS promotion will be longer and more accessible to Inman Park’s 2,600 residents.
RunWay Runners: The second sequence of RUNway Runners is back once again! This time instead of seeing them every week, Inman Park residents can see them running to and from the mile marker billboard. Their T-shirts will state “RunTex is Open! Visit Us!” This will motivate our core targets to get moving and active. Get your training done and get paid for it. Run back and forth from the mile marker to the RunTex store. $10/ hour. Second sequence ”RunTex is Open! Visit us!” 2 hours a a day 5 days for 5 weeks. Run every other week. (See Appendix 4A)
RunTex’s Paint for PAWS: Thisisa“paintrun”forthenonprofitorganizationthatprovidesmedicalcare,shelter,nutrition,basictrain-ingandlovetohomelesscatsanddogsuntiltheycanfindpermanent,safehomes.Runnerswillpaya$5registrationfeesthatwilldirectlybenefitPAWS.Theracebeginsatthe2milemarkerbillboard.Participantswilldabtheirfeetinwashablefingerpaint,costing$266*,andrun to the RunTex store. Everyone is welcome to bring their pets along for the run! Customized Water bottles will be given out upon arrival! For this event 500 water bottles will be allocated costing $270. The total cost is $536.
www.promotxt.com 26
GUERRILLA
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Flight 3: “On Your Marks..”
INTROThis is it. This is what you have been working for all this time. You have put in the hours of hit-ting the pavement, chugged the countless protein shakes, stopped to tie your shoes at thou-sands of intersections, and have the ultimate farmers tan.
(October 16- November 28)
Flight #3 CostRunTex Recovery 1,190.00$ FireText 750.00$ TOTAL COST 1,940.00$
61%
39%
Flight #3: Media Mix
RunTex Recovery
FireText
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It’s that time of the year--Marathon season, and RunTex is here for you! There are two main races in Flight 3. October 30 is the Atlanta Marathon and on November 24 is Atlanta’s Half-Marathon. If you’re a runner, RunTex has you covered! RunTex will set up a recovery tent towards the end of a race. This is a quiet space where runners can get foot and leg massages and munch on fruit trail mix as they recover from the race and reunite with their families. We will employ 20 masseuses each costing $25 an hour, totaling up to $500 per event*. 30 pounds of trail mix costs $115 per event**. For both events the tent comes out to $460***. In addition, at both races we’ll be partnering with WholeFoods, a fellow Austin business already established in Atlanta (and just a few miles from our store!). Their good rapport in Atlanta with help us gain the trust of its citizens. Remember, we are a community running hub. Even on race day, we’ll be here for you! Total cost for this event: $ 1190.
FireText
RunTex is new to Atlanta’s running scene, and everyone knows that being a race sponsor can be expensive. Just like Sarah Hanes, RunTex likes to use their dollars wisely. We will use the FireText software on two digital screens: one at the 10 mile mark, the other at the 18 mile mark at the October and November Marathon event. We can expect 850 runners in October’s Atlanta Marathon and 12,000 in the November’s Half Marathon. By texting at the number on the screen, onlookers will be able to text theirlovedonesorfriendsrunningintheracewordsofencouragementthatwillflashacrossthescreen.Eachtelevisionplussoftware and 20,000 text message database costs $250. Because we are using 3 televisions and databases throughout this
flight,thetotalwouldbe$750.Totalcost:$750.
MEDIA:
*www.atlantasalons.org/**www.bulkfoods.com***http://www.aonerentals.com/tents.htm
http://www.firetext.com/marathonguide.com
Guerrilla
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Flight 4:“Don’t Hit It & Quit It”
INTROThisflightismeanttoencouragetheAtlantanrunningcommunitytokeepongoing.Runtexwantstheir runners to “Keep with it. Don’t leave your training behind! Look at all the good work you’ve done!”ThisflightismeanttomotivateRunTex’srunningcommunity.RunTexwantstoremindtheircustomers how far they’ve come. The outdoor media is meant to engage our target market in more RunTex sponsored running activities and purchases.
Flight #4 CostOOH 2,575.00$ RunWay Runners 400.00$ TOTAL COST 2,975.00$
87%
13%
Flight #4: Media Mix
OOH
RunWay Runners
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Stra
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yBus Stations & WrapsThis out of home sequence is meant to inspire customers to keep on going.The ads will be placed on bus shelters and on bus sides throughout the Atlanta trade area. The bus shelters generate 260,000 impressions while the side bus ads generate 318,000. These ads remind consumers “Why take the bus when you can train on your way to work? Stay in shape!” (See 2A in Appendix)
RUNway RunnersRunWay Runners are back for the last time. This time their t-shirt logo will feature a “Have you been to RunTex?” slogan. Because ofthenatureofourpulsedflight,thisinstallmentoftheRUNwayrunnerswillbeshorter.Thehiredrunnerwillrun2hoursaday,5days a week, for 4 weeks totaling $400. (See Appendix 4A)
MEDIA:
ooh
GUERRILLA
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1 2 3 4 1 2 3 4 1 2
Flight 1 Flight 2
Impressions
% Impressions
1,534,264
Social Media
Mobile App
SEM
496,688% Cost
18.32%
Runway
Paint for Paws
Sponsored Runs
OOH Total
Billboard
RunTexts
Flower Installation
Magazine
Guerrilla Total
MonthWeek
OctoberAugust September
56.59%54.93%14.71%
Buses
FlightCost $29,871$8,000
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Impressions: 70,200
Impressions: 158,000
Impressions: 2,460,752
Impressions: 130,000
ImpressionsCost
DecemberNovemberOctober
Impressions: 2,142,752$26,900
$2,295
Total
$8,835
$5,676
$28,575
$2,100
$536
$1,940
$300
Impressions: n/a
Impressions: 28000
Impressions: n/a
Impressions: n/a$800
Impressions: 318,000$1,675
Impressions: n/an/a
$9,000Impressions: 20,000
Impressions: 2295
Continuous$11,59522,29521.32%0.82%
$54,3812,711,247100.00%100.00%
Flight 3$1,94028,0003.57%1.03%
Flight 4$2,975630,0005.47%23.24% 32
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sThe contigency is $619 which can be used to supplement next year’s media plan. This makes up 1% of our al-located budget.
Over the years, RunTex has been there for the walker, the jogger, the marathon runner, the sprinter, the interval runner, thepowerwalker, the “first” run, the treadmill junkie,and theveteran runnerof theAustincommunity.They’ve present at local high school events raising money and they’re at mile 18 of the Austin marathon handing out water with encouraging words every year. They are a community of support for everyone willing to try some-thing new and enjoy life’s every step. This is what we, FootPrint Media, wish to create in Atlanta. RunTex will not be a store with customers, merchandise, or employees. It will be a store full of friends, experience, and support. This media plan will provide RunTex with the ability to make a real impact in the community and start a long and healthy relationship with every runner in Atlanta.
To give your customers the best in-store experience possible, we suggest a slight layout change of the store. Currently the large space is not being used to its maximum potential. We encourage you to carry more inventory and selection of apparel and gear and display it more widely throughout the space, eliminating the congestion in the center of the store. The more organized look will tell the customers that you are serious, organized and well equipped to handle all things running related.
To better reach the target market that is always on-the-go, FootPrint Media would like to eventually expand the commuter-centric advertising efforts by adding radio to the media mix. Newspaper placements would help reach out to the generalized population and establish RunTex as a local, approachable and established business in In-man Park and surrounding areas.
As RunTex gains popularity in Atlanta, SEM and SEO spending should be increased by spending more on key word searches to optimize online visibility and organic search rankings.
AccordingtoAdMobmobileanalytics,smartphoneshavegenerated46%ofthetrafficinthemobileadvertisingnetwork. Smartphones have completely changed the way people access the internet. We found it necessary to supplement our efforts with a smartphone application. The app will need to be updated and maintained on a regu-lar basis. This is a great investment and will be specially useful if RunTex decides to expand to other markets. The app can be implemented in further media efforts for any new locations. The app logo should remain on all billboards, OOH and media at sponsored events to increase exposure and encourage downloads.
Final Recommendations
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Conclusion
We hope you enjoyed looking through the media recommendations FootPrint Media has cre-atedforyou.Weaskthatyoutryusonforsize.WebelievewearetheperfectfitforRunTexand look forward to our partnership.
The Next Steps...
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