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Comprehensive media plan for expansion of Austin based Big Top Candy Shop into the Hillsborough Village area of Nashville by myself and 5 other classmates from UT. Includes research and analysis of local area including demographics, available media, and competition. Identified primary and secondary targets, and planned out 8 month campaign that established Big Top brand and met all impression, transaction, social media, and interaction objectives. Then effectively pitched this media plan to prospective client.
Citation preview
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big top Candy shop
A MEDIA PLAN BY SOMA ADVERTISING
FEATURINGMEET SOMA 1CAMPAIGN SCOPE 2EXECUTIVE SUMMARY 3BRAND PROFILE 4GEOGRAPHY 5-‐6MAP OF COMPETITION 7DIRECT COMPETITION 8INDIRECT COMPETITION 9COMPETITIVE ANALYSIS 10PRIMARY TARGET 11SECONDARY TARGET 12SWOT ANALYSIS 13SITUATIONAL ANALYSIS 14
MEDIA VISION 15MEDIA MENU 16-‐18MEDIA BUDGET 19-‐20BUDGET BY FLIGHT 21CONTINUOUS FLIGHT 22FLIGHT ONE: RUINING THE APPETITE 23FLIGHT TWO: SWEET TEETH 24FLIGHT THREE: A SWEET INTRODUCTION 25-‐26FLIGHT FOUR: STOCKING STUFFING 27-‐28MEDIA FLOWCHART 28GOING FORWARD 29SO WHAT? 30
MEET SOMA
LAUREN MCKAIGGABRIEL CHAMBERS BEN OLINS
#whatsinyourbag
1
Ben's bag contains chocolate covered nuts, chocolate covered bananas, and yogurt covered pretzels. This gives him the illusion that eating the entire bag in one sitting is not entirely unwholesome. Don't tell him this isn't the case.
AUSTIN PATTERSON
Sugar, spice, and everything nice. Austin’s bag includes Sour Patch Kids, Sweet Watermelon Pieces, and Cherry Heads, which combine Zlavors from every shade of the candy spectrum.
PAUL VILLARREAL ALLI YARBROUGH
Sour yet sweet. Paul’s bag of Sour Gummi Worms and Airhead Xtream Sour Belts are reZlective of his shocking yet sweet personality.
Hard to break through then a little sizzle and pop. Alli’s candy bag contains Now and Laters, Pop Rocks, Starbursts and Skittles. Alli deZinitely doesn’t have a case of sweet teeth anymore!
If the old saying “you are what you eat” holds true, then Lauren must be a Starburst of good ideas with the (gummy) brains to back them up.
Gabe's bag is Zilled with gummies of all shapes. He can be heard eating them at all hours of the night, and the SOMA team wonders if he eats anything else at all.
Campaign scope
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The marketing goals the plan will accomplish are: • To create a good understanding of the local Nashville Big Top trade area• To achieve an average of 1150 visitors each week, with an average transaction rate of $8.50.• To establish a loyal customer base of at least 500 in the Girst year-‐ 8 months total.
This media plan creates a comprehensive strategy to support the opening of a new Big Top Candy Shop in Nashville, Tennessee. The new location will open along 21st Avenue in the Hillsboro Village area on May 10, 2013. This plan will use geographic and target proGiles, situation analysis and competitive proGiles to determine the most effective media strategy.
The advertising goals the plan will accomplish are: • To achieve a 30% awareness of the Big Top name and location across the recommended target(s) in the determined trade area and surroundings.• To establish regular bi-‐monthly interactions with the loyal customer base.• To successfully support two local promotions, establishing at least one of these promotions as a long-‐term tool for future Big Top efforts.
Executive Summary Moving to a new city, especially for the 5irst time, can be a detriment for a small organization. However, SOMA Advertising’s comprehensive media plan for Big Top Candy Shop will ensure that the expansion from the popular Austin location to Nashville will be both seamless and lucrative. A reference to the pleasure inducing medication in Aldous Huxley’s novel, Brave New World, SOMA guarantees that Big Top’s 5irst eight months of business in Nashville will set the course for a 5lourishing, long-‐term operation. After conducting signi5icant primary and secondary research, SOMA concluded that two types of consumers regularly shop at mom & pop candy stores like Big Top: 1) People who are looking for a speci5ic type of specialty candy and 2) People who incidentally pass by the store and are drawn in by it’s charm. While the only plausible way to target the former audience is through Search Engine Marketing and Social Media, both of which we employ, the second target can be reached through a myriad of vehicles. Based on our secondary research and interactions with Big Top employees and customers, SOMA divided the latter audience into two distinct targets: wealthy mothers of young children and college students that attend either Vanderbilt or Belmont University. We catered our media buys and schedule around reaching these two groups of people. A budget of $75,000 will be allocated through a pulsed schedule with four de5inite media 5lights. The 5irst 5light employs a large guerilla focus and will spark buzz around the store before it opens. A second 5light that runs from the night of the grand opening through mid August will directly speak to our primary target of af5luent mothers through print and online vehicles. The third 5light begins the week local college students return to Nashville, and will reach our secondary target through online, print, and mobile sources, as well as various grass roots and in person tactics. A 5inal, fourth 5light will focus on the candy heavy, holiday season, and will ask Big Top to become a community sponsor for the annual Nashville Christmas Parade. These four 5lights will result in a manifestation of the Big Top name amongst two distinct, well-‐de5ined targets, both of which have the capacity and desire to shop at the store on a regular basis. The act of candy shopping is fun and customers frequently walk out with more than they intended to buy. SOMA took the same approach when searching for relevant consumers, and with our proposed media plan, Big Top will come out with signi5icantly more than they bargained for. The only question that remains is, “How much can you 5it in your bag?”
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Under the Big Top PRODUCT:
PLACE:
PRICE:
PROMOTION:
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Walking down the busy street of South Congress in Austin, Big Top Candy Shop will immediately grab your attention. The crimson and gold walls adorned with circus memorabilia invite you inside and greet you with a warm rush of nostalgia. Big Top is not afraid to go over-‐the-‐top when it comes to providing consumers with a unique shopping experience. With the old-‐fashioned soda fountain, the enormous bulk candy selection, to the availability of hard-‐to-‐Zind favorites, Big Top has it all. Based off of the success of the Austin location, the owners have decided that it is time to take this show on the road to Nashville.
With over 2,000 unique Zlavors and types of candy and treats, this circus-‐themed shop provides the opportunity for a sweet and fun-‐Zilled family outing. The old-‐fashioned soda fountain and antique popcorn machine offer customers an experience that transcends the typical drugstore candy run.
Big Top Candy Shop Zits right in with the eclectic landscape of South Congress, and allows customers to satisfy their sweet tooth while doing some outdoor shopping. Big Top is located in an area frequented by families and tourists out to enjoy the beautiful weather and local hotspots like the Food Trailer lot. The shop’s circus-‐themed decor fosters feelings of nostalgia and offers parents a chance to reminisce on their childhood with their children.
With candies ranging in both rarity and size, the prices of candy served at Big Top Candy shop ranges from $1.27 per quarter pound to $2.27. Individually wrapped candy, like Turkish Taffy starts at $1.47, and the different Haribo Candy start at $1.97. Big Top Candy Shop is able to provide customers with a premium service for a premium price. The company never settles and always remains passionate about sweets.
Through the use of Tumblr, Facebook, and Twitter, Big Top Candy Shop is able to remain relevant among both its loyal customers and the general public. With very positive reviews from sites like Yelp (4.5/5) and Facebook, online reviews allow for positive word-‐of-‐mouth and exposure to potential customers. Big Top is also consistently reviewed by local papers like the Daily Texan, Austin Chronicle, and Austin Monthly generate additional exposure.
BRAND PROFILE
Sources: Product, price-‐ bigtopcandyshop.tumblr.com
HILLSBORO-‐WEST END
1. Nearby educational institutions: Vanderbilt University, Belmont University School of Music, Saint Bernard’s Academy, University School of Nashville.
9. Hillsboro Village: popular retail and entertainment district located 3 miles southwest of downtown. Home to vintage clothing shops, a used bookstore, art galleries, a non-‐proVit theater and restaurants.With a walkability index of 94, Hillsboro Village offers area residents a chance to stretch their legs in an otherwise pedestrian-‐unfriendly city. Hillsboro Village livens up the city with its vibrant night life, art and cultural events, shopping opportunities and dining options.
(37203, 37205, 37212, 37215)
3. Median age: 36 years
7. Average home price: $402,000
5. Bachelors Degree or Higher: 74%6. Average HH income: $121,463
8. Lifestyle Indices:Total HH expenditures: 157Entertainment: 158Food: 158
5
geography
4. HH with children: 35.73%
2. Approximate residents: 37,213
Sources: bigfuture.collegeboard.org/college-‐search, city-‐data.com/zips/(insert zipcode).html, trulia.com/real_estate/(insertzipcode)-‐Nashville/, hillsborovillageguru.com, travelchannel.com/destinations/nashville/articles/nashville-‐neighborhoods
TRAVIS COUNTY
• Population: 820,611• Female: 49.4% Male: 50.6%• Est. median HH income: $51,596•Avg. people per household: 2.37• Avg. people per sq. mile: 2,653.8• Percent of HH with children under the age of 18: 27.2%• Claim to fame: Live music capital of the world!
(AUSTIN, TX)DAVIDSON COUNTY
(NASHVILLE, TN)• Population: 609, 644• Female: 51.5% Male: 48.5%• Est. median HH income: $46,141•Avg. people per household: 2.38• Avg. people per sq. mile: 1,265.4• Percent of HH with children under the age of 18: 27.9%• Claim to fame: County music capital of the world!
Geography
6Sources:quickfacts.census.gov/qfd/states/48/480500.html, quickfacts.census.gov/qfd.states.47000.html
Map of Competition
Sweet CeCe’s
Provence Café
Circle K Station
Vanderbilt Campus Market
DIRECT COMPETITION
Las Paletas
Maggie Moo’s
Gigi’s Cupcakes
Colt’s Chocolates
INDIRECT COMPETITION
7Source: Google Maps
(32 Reviews)
1708 21st Ave. SNashville, TN 37212
0.0 miles away
•Located within the Hillsboro Village area•Self-‐serve frozen yogurt shop featuring over a dozen Zlavors and countless candy, cookie and fresh fruit topping options.•Marketing scheme revolves around providing customers with a “healthy” snacking experience in a light, friendly atmosphere.•‘Taste of Nashville’ partner with the Vanderbilt Commodore Card.
(84 Reviews)
1705 21st Ave. SNashville, TN 37212
0.0 miles away
•Located within the Hillsboro Village area•Bakery and café that specializes in French Artisan bread•Goal is to bring the taste of France to Nashville•Selection of sweets varies from large, custom cakes to individual cookies and trufZles. •‘Taste of Nashville’ partner with Vanderbilt Commodore Card.
2001 Belmont Blvd.Nashville, TN 37212
0.58 miles away
•Convenience store located between Vanderbilt and Belmont Universities•Largest selection of name brand candy of any nearby competitors•Convenient location for students and late night hours allow for midnight snacking
•Markets are located throughout the Vanderbilt campus•Sell on-‐the-‐go meals and snacks like chips, cookies and candy•Biggest competitor for Vanderbilt students because of the proximity•Vanderbilt students can use their VU meal plan dollars on their Commodore Cards to pay
direct COMPETITION
8Sources: yelp.com, mapquest.com, sweetceces.com, provencebreads.com, vanderbilt.edu/dining, circlekgulfcoast.com
(229 Reviews)
2905 12th Ave SNashville, TN 37204
(1.2 miles away)
•Sell Gourmet Mexican popsicles (Paletas) made without preservatives or syrupy artiZicial additives •Offer a variety of different toppings•Highest number of yelp reviews and rating among the competitors•Competitive pricing-‐-‐ each paleta costs around $2.50
(15 Reviews)
2817 West End Ave.Nashville, TN 37203
(1.5 miles away)
•National ‘Ice Cream & Treatery” shop with multiple locations in Nashville•Offer a variety of frozen treats like frozen yogurt and ice cream cakes/cupcakes•Scooped and tossed with candy toppings on a frozen marble slab
(89 Reviews)
1816 BroadwayNashville, TN 32703(1.3 miles away)
•National cupcake chained concentrated in the eastern US•Sell a variety of different cupcake Zlavors•Flavor menu changes daily prompting customers to make repeat trips to Zind their favorites•Custom orders available upon request
(3 Reviews)
609 Overton St.Nashville, TN 37203(2.2 miles away)
inDIrect Competition
•Local chocolate shop that sells chocolate dipped animal cracker, gooey butter pies, trufZles and Roy Rogers’ Happy Trails Chocolate•Client list reads like a Who’s Who of country music•Have integrated a country music theme into their store and their products have become collectable novelty gifts.
Sources: yelp.com, mapquest.com, www.facebook.com/pages/las-‐paletas-‐gourmet-‐popsicles/152523121429659, gigiscupcakesusa.com, maggiemoos.com, coltschocolates.com9
Competitive ANALYSIS
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Big Top will have signi5icant competition in its new neighborhood. The Hillsboro Village area is 5illed with local artisan restaurants and eateries. Within a block of Big Top is Sweet Cece’s, a yogurt shop with a healthful position in the local market, and Provence, a specialty bakery. Both of these establishments are partners with Vanderbilt Dining Service’s “Taste of Nashville” program and will provide direct competition for Big Top in terms of geographic location, pricing and target market. Campus Dining markets and Circle K convenience stores will also serve as direct competitors as they both offer an abundant stock of affordable candy and are located nearby and on the Vanderbilt campus.
Several more distant locations will also act as competition for the new Big Top. Colt’s Chocolates and Las Paletas are both specialty treat shops, the former obviously basing their products and services around chocolate, the latter a traditional Mexican popsicle shop with a large variety of 5lavors and options. Both stores have favorable reviews on Yelp and have built up a large following within the local Nashville community. Gigi’s Cupcakes and Maggie Moo’s Ice Cream Shops are both national chains that will serve as competition due to their competitive pricing and focus on offering the customer the ability to personalize their shopping experience, much like Big Top.
In order to remain competitive in such a saturated market, Big Top needs to carve a niche into Hillsboro and surrounding areas through through the implementation of sound and reasonable media placement.
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She is a 36-‐year-‐old and married with two children. Susan attended the University of Tennessee and worked as an accountant at the Nissan Corporate headquarters prior to starting a family. Susan now stays at home with her two young children who attend Saint Bernard’s Academy in Hillsboro. Susan’s husband works in pharmaceutical sales. Their annual household income is around $125,000. Like many Generation X’ers, Susan enjoys being busy but likes to stay connected with friends and local businesses on her smartphone and tablet. Susan spends her free time volunteering at the Nashville Children’s Hospital and bonding with her family outdoors. According to Candy USA’s sweet insights, 81% of chocolate eating occasions involve adults and according to a recent census bureau report, chocolate is the number one product category in the candy market. The demographics of top chocolate consumers are 70% white, 53% married and 24% with household incomes of $100,000 or more. A Mintel report also found that households with two or more children under the age of 18, have a much higher percentage than childless households of indicating the purchase of candy on a weekly basis. Not only does Susan Zit perfectly in the top chocolate consumer market, but she also has children, which will also likely foster repeat trips to Big Top.
WOMEN, AGE 35-‐45 WITH CHILDREN
primary target
MEET SUSAN ANDERSON:
Sources: Mintel, Candy USA
secondary targetCOLLEGE STUDENTS, AGED 18-‐24
MEET VIRGINIA QUINN:Meet Virginia Quinn. She is a 20-‐year-‐old sophomore at Vanderbilt University. She is from Little Rock, Arkansas and lives on campus with one other roommate. Since undergraduate students are not allowed to have vehicles on campus, Virginia and her friends frequent the Hillsboro Village Shopping Center which is within walking distance from campus (WI 94). Big Top Candy Shop’s new location is adjacent to both Vanderbilt and Belmont University and within walking distance of Music Row. Due to its close proximity to campus, the targeted population will be able to conveniently walk the store. Nearly 40% of people in Davidson County and 73% of those living within our deZined territory (37203,37205, 37212, 37215) graduated with either a Bachelor’s degree or higher. With a large number of alumnus continuing to reside in the area after graduation, Big Top hopes to build and maintain a strong relationship with these customers to develop a long-‐term loyal base.
12Sources: Mintel, Zillow, Trulia
STRENGTHS
• While 64% of non-‐chocolate buyers most often purchase products on impulse, a full 100% admit to buying on impulse at some point.• Specialty shops build on a sense of discovery by “offering” guests a chance to experience one-‐of-‐a-‐kind service featuring products that have been speciVically tailored to their wants and needs.• Consumers are not averse to paying higher prices at specialty stores in comparison to similar items at supermarkets. • These channels are especially popular among young consumers, who over index in participations in the category and with men.• “Employees are top notch fantastic.”• “I really like their selection. I like the decor.”• “You won’t Zind most of this stuff at your neighborhood Walgreens or CVS.”•“Kids can get their candy and their parents can enjoy the artwork.”• “It has just about every candy I have heard of and beyond.”
THREATSOPPORTUNITIESWEAKNESSES
• Specialty stores can beneVit by focusing on premium selection and holiday promotions, rather than price cuts, to increase sales. • Conveying the idea that consumers should treat themselves to these products to acknowledge that they’re “worth it” should be prioritized in product advertising.• Women are more likely than men to turn to candy when they are stressed or when they are looming to lift their mood.• Asian and black respondents are more likely than average to consume most types of non-‐chocolate confectionary.• More than two-‐thirds of candy buyers look for speciVic brands.•“This is the best place to go after you have been looking at all the places your parents want to go.”• “I can’t wait until I can take my kids there again.”• “Many people come in for desert after eating dinner and to pick up something for their kids back home with the babysitter.”
• Supermarkets represent 20.6% of category sales in 2012 or $1.3 billion. This accounts for a 20% gain from 2007 totals.•Specialty stores face increasing competition from mass merchandisers such as WalMart and Target, and drug store chains with their expanding grocery options and robust candy selections.•Supermarkets offer the combination of convenience, wide product selection and a chance for cost savings that cannot be attained at other purchase locations.• Drug stores represent 12.9% of category sales in 2012 or $785 million which accounts for a 20% gain from the 2007 total.•Competition in the Nashville location: Sweet CeCe’s Frozen Yogurt, pharmacies, other candy shops, etc.•Store opens during the summer break for nearby universities.
• Only one if Zive candy consumers are willing to make a special trip to a specialty store.• Consumers from the lowest income earning households are more likely than average to buy store brand candy over name brand.• “They don’t take cash under $5.”•. “I love the products that they carry, but the service is excusably awful.”• “The marked price was about 50% higher than what I had experienced recently at other retailers for similar product.”• “Very few people come to the store before noon-‐ students included.”• “Most younger customers spend around or just over Zive dollars.”
13Sources: Mintel, yelp.com. facebook.com/bigtopcandyshop?fref=ts, interviews
situational analysis Big Top Candy Shop is a generally well-‐reviewed confectionary store in Austin, Texas. Customers tend to favor the shop’s quirky decor, large variety of products and friendly (although inconsistent) service over other sweets retailers like pharmacies, gas stations and grocery stores. On a national scale, however, these three locations are all gaining ground on confectionary-‐speci5ic stores due to their convenience and favorable pricing. Big Top draws much of its criticism from marked up prices. This being said, there are two well de5ined groups of customers that visit Big Top on a regular basis: those looking for a speci5ic type of candy not commonly available in a convenience store, and those walking by the store who are drawn in by its charm. Regarding the opening of the Nashville location, in order to combat increasing competition from non-‐specialty confectionary stores and the number of other sweet-‐product offering shops in the new neighborhood, Big Top needs to exploit the high walk-‐ability of its location to maximize foot traf5ic from the latter type of customer. Those looking for a speci5ic type of candy are too inde5inable of a group to target effectively. The store should consider targeting women speci5ically because they are, “more likely than men to turn to candy when they are stressed or when they are looking to lift their mood.” (Mintel, 2012)
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Media VISIONWho is Big Top trying to reach?Who is Big Top trying to reach?
Those who stroll and those with strollers.
We want to target:
People who hire babysitters.
People who like to take a walk after dinner.
People who like wear their school’s colors.
People who like to Instagram their food.
15
APeople with twenty minutes to kill.
OOH SPECS RATE
18+ DEMOGRAPHIC18+ DEMOGRAPHIC18+ DEMOGRAPHIC18+ DEMOGRAPHIC18+ DEMOGRAPHIC
PERMANENT BULLETIN # OF PANELS COST PER 4 WEEK FLIGHT ($)
AVG EOI/PANEL CPM ($)1 3,200 277,127 2.455 16,000 277,127 2.4512 38,400 277,127 2.4518 57,600 277,127 2.45
POSTER # OF PANELS COST PER 4 WEEK FLIGHT ($)
AVG EOI/PANEL CPM ($)20 16,000 36,424 2.0440 30,920 36,424 1.9760 43,260 36,424 1.84
ROTARY BULLETIN # OF PANELS COST PER 4 WEEK FLIGHT ($)
AVG EOI/PANEL CPM ($)1 3,200 295,842 2.455 16,000 295,842 2.4512 38,400 295,842 2.4518 57,600 295,842 2.45
DIGITAL BULLETIN SPOTS/DAY COST PER 4 WEEK FLIGHT ($)
4 WEEK REACH1,332 7,840 23
BUS SIZE COST PER 4 WEEK FLIGHT ($)
PROD. PRICEFULL BUS WRAP 2,400 9,800FULL SIDE WRAP 1,900 5,900
RADIORADIO
18+ DEMOGRAPHIC18+ DEMOGRAPHIC
DAYPART CPP ($)
AM (6-‐10) 124
DAY (10-‐3) 111
PM (3-‐7) 129
EVENING (7-‐12) 62
Media MenuPEOPLEPEOPLE
PERSON RATE ($)/HOUR
SOCIAL MEDIA INTERN 9
GUITARIST/MUSICIAN 9
CAMPUS REPRESENTATIVE 9
ROGER THE MAGICIAN 50
PROMOTION
EVENT TYPE COST ($)
WELCOME TO VANDY SINGLE BOOTH 275
NASHVILLE CHRISTMAS PARADE
MAJOR SPONSOR 10,000
NASHVILLE CHRISTMAS PARADE COMMUNITYSPONSOR 5,000NASHVILLE CHRISTMAS PARADE
FRIENDS OF SANTA 2,500 16
Media Menu
PRINTPRINTPRINTPRINTPRINTPRINT
MAGAZINE CIRCULATION # OF TIMES 1 PG. RATE ($) 1/2 PG. RATE ($) EXTRA
NASHVILLE PARENT 36,311 1 2,120 2,060 +COLOR= 450NASHVILLE PARENT 36,3113 1,275 1,160
+COLOR= 450
NASHVILLE LIFESTYLES 86,000 1 3,340 3,075NASHVILLE LIFESTYLES 86,0004 2,325 2,175
NASHVILLE SCENE 43,671 1 2,805 1,767NASHVILLE SCENE 43,6716 2,528 1,560
THE TENNESSEE 547,977 1 16,195 1,689 +COLOR=890THE TENNESSEE 547,9773 14,576 9,555
+COLOR=890
VANDERBILT HOUSING GUIDE 8,000 1 1,900 1,100
THE BELMONT VISION 8,0001 500 297
THE BELMONT VISION 8,0004 445 259
NEWSPAPER CIRCULATION COL. INCH RATE ($) 1X COL. INCH RATE ($) 13X
THE TENNESSEAN
MON-‐FRI: 104,109 345.39 253.36
THE TENNESSEAN SAT: 110,092 345.39 361.92THE TENNESSEAN
SUN: 179,897 409.55
THE VANDERBILT HUSTLERREG ISSUE: 8,000 12.5
THE VANDERBILT HUSTLERSPEC. ISSUE: 10,000 15.5
MOBILEMOBILEMOBILEMOBILE
TYPE LOCATION SIZE COST
INSIDEVANDY.COM APP BANNER FREE WITH WELCOME TO NASHVILLE PACKAGE
NASHVILLE LIFESTYLES DIGITAL
BANNER 211 X 239 750/MONTHNASHVILLE LIFESTYLES DIGITAL ISLAND 300 X 250 500/MONTH
TVTV
25-‐54 Demographic25-‐54 Demographic
DAYPART CPP ($)
EARLY MORNING 250
DAYTIME 310
EARLY FRINGE 357
EARLY NEWS 375
PRIME ACCESS 379
PRIME 602
LATE NEWS 435
LATE FRINGE 281
17
Media MenuSEARCH ENGINE MARKETINGSEARCH ENGINE MARKETINGSEARCH ENGINE MARKETINGSEARCH ENGINE MARKETING
SEARCH TERMS CPC ($) Est. # of Monthly Searches Est. Monthly Cost ($)“candy nashville” 0.71 1,900 26.98
“chocolate nashville” 1.39 1,000 27.8“nashville candy store” 0.66 320 4.22“nashville sweets” 1.35 720 19.44“ice cream nashville” 1.44 1,300 37.44“desert nashville” 3.17 720 45.64“hillsboro deserts” 1.42 8,100 230“vanderbilt restaurants” 1.37 1,900 52.06
SOCIALSOCIALSOCIALSOCIALSOCIAL
FACEBOOK TYPE COST ($)/CPM SPECS AUDIENCE SIZE
VERTICAL BANNER 0.16 PARENTS WHO LIVE IN NASHVILLE AND LIKE: COOKING, VANDERBILT, HILLSBORO VILLAGE 69,420
VERTICAL BANNER 0.08 MALES AND FEMALES AGES 18-‐24 WHO LIVE IN NASHVILLE AND LIKE VANDERBILT UNIVERSITY 17,940
ONLINEONLINEONLINEONLINEONLINE
SITE SIZE (PIXELS) LOCATION (NAME) UNIQUE VISITORS RATE ($)
INSIDEVANDY.COM 728X90 HEADER/FOOTER 45,000 400/MONTHINSIDEVANDY.COM160X600 VERTICAL SIDE 45,000 400/MONTH
NASHVILLELIFESTYLES.COM211X239 SITE SPONSOR HEADER 105,000 1750/MONTH
NASHVILLELIFESTYLES.COM 300X250 VERTICAL SIDE ISLAND 105,000 750/MONTHNASHVILLELIFESTYLES.COM160X600 VERTICAL SIDE SKYSCRAPER 105,000 750/MONTH
NASHVILLELIFESTYLES.COM
211X239 EMAIL NEWSLETTER 105,000 2500/MONTH
NASHVILLEPARENT.COM VARIES BANNER AND VERTICAL PACKAGE 36,311 1550/MONTH
THE CITY PAPER 728X90 LEADERBOARD 40,000 5500/MONTHTHE CITY PAPER300X250 SCOREBOARD 40,000 5500/MONTH
PANDORA 300X250 VERTICAL SIDE 7/CPM
SPOTIFY 160X600 SKYSCRAPER 8/CPMSPOTIFY728X90 LEADERBOARD 8/CPM
GUERILLA/MISCELLANEOUSGUERILLA/MISCELLANEOUSGUERILLA/MISCELLANEOUS
TYPE AMOUNT PRICE ($)
CUSTOM M&M PACKET 500 895
CUSTOM STICKERS1000 210
CUSTOM STICKERS5000 862
30X90 SQ. FT. TENT 1 1200
DUNKING BOOTH 1 200
MOON BOUNCE 1 225
18
media BUDGETPRINT VEHICLE COST ($) FREQUENCY PURCHASED GIs %GIs TOTAL COST % OF BUDGET
NASHVILLE PARENT MAGAZINE
1725/FULL PAGE COLOR 6.000 217,866 6.278% $10,350 13.800%
BELMONT VISION 500/SEMESTER 1.000 8,000 0.231% $500.00 0.667%
VANDERBILT HUSTLER 1575/FULL PAGE COLOR AD 3.000 24,000 0.692% $4,725.00 6.300%
NASHVILLE SCENE 1767/HALF PAGE COLOR AD 3.000 131,013 3.776% $5,301.00 7.068%
NASHVILLE LIFESTYLES 3340/SPECIAL ISSUE FULL PAGE AD
1.000 86,000 2.478% $3,340.00 4.453%
MOBILE VEHICLE COST ($) FREQUENCY PURCHASED GIs %GIs TOTAL COST %BUDGET
INSIDEVANDY.COM FREE WITH HUSTLER FULL PAGE AD
1.000 45,000 1.297% $0.00 0.000%
NASHVILLE LIFESTYLES 500/MONTH 1.000 105,000 3.026% $500.00 0.667%
OOH VEHICLE COST ($) FREQUENCY PURCHASED GIs %GIs TOTAL COST %BUDGET
1 PANEL BULLETIN BOARD 3200/MONTH 6.4200 1,779,155 51.273% $20,552.00 27.403%
PROMO VEHICLE COST ($) TOTAL COST %BUDGET
WELCOME TO VANDY EVENT 275.00 1.000 8,000 0.231% $275.00 0.367%
NASHVILLE CHRISTMAS PARADE
5000/EVENT 1.000 100,000 2.882% $5,000.00 6.667%
SEM COST ($) FREQUENCY PURCHASED GIs %GIS TOTAL COST %BUDGET
443.58/MONTH 8.000 127,680 3.677% $3,548.64 4.732%
19
GUERILLA VEHICLE COST ($) FREQUENCY
PURCHASED GIs
%GIs TOTAL COST % OF BUDGETCUSTOM M&MS 1.79/PACKET 1000.000 1000 0.028% $1,790.00 2.387%CUSTOM STICKERS 210/1000 2.000 2000 0.057% $420.00 0.560%
30 X 90 SQ. FOOT TENT 200/HOUR 3.000 $600.00 0.800%DUNKING BOOTH 66/HOUR 3.000 $200.00 0.267%MOON BOUNCE 75/HOUR 3.000 $225.00 0.300%FREE PRODUCT 200 1.000 $200.00 0.267%
PEOPLE TYPE COST ($) FREQUENCY
TOTAL COST % OF BUDGETMUSICIAN 9/HOUR 195.000 $1,755.00 2.340%SOCIAL MEDIA INTERN 9/HOUR 160.000 $1,440.00 1.920%CAMPUS REPRESENTATIVE 9/HOUR 50.000 $450.00 0.600%ROGER THE MAGICIAN 50/HOUR 3.000 $150.00 0.200%
ONLINE VEHICLE COST ($) FREQUENCY
PURCHASED GIs
%GIs TOTAL COST % OF BUDGETNASHVILLELIFESTYLES.COM
1750/MONTH 3.500 367,500 10.590% $6,125.00 8.1667%INSIDEVANDY.COM 400/MONTH 2.500 112,500 3.242% $1,000.00 1.333%PANDORA 7/CPM 142,857 4.117% $2,000.00 2.667%SPOTIFY 8/CPM 125,000 3.602% $1,000.00 1.333%
SOCIAL VEHICLE COST ($) FREQUENCY
PURCHASED GIs
%GIs TOTAL COST % OF BUDGETFACEBOOK $.24/CPM 87,360 2.518% $700.00 0.933%
media BUDGET
20
MEDIA TOTAL GIs TOTAL % OF GIs TOTAL COST % OF OVERALL COSTPRINT 466,879 13.455% $24,216.00 32.288%
MOBILE 150,000 4.323% $500.00 0.667%
OOH 1,779,155 51.273% $20,522.00 27.403%
PROMO 108,000 3.113% $5,275.00 7.034%
SEM 127,680 3.667% $3,548.64 4.732%
GUERILLA 3,000 0.085% $2,210.00 2.947%
ONLINE 747,857 21.551% $10,125 13.4997%
BUDGET BY FLIGHTFLIGHT TOTAL
COST MEDIUM COST PERCENTAGE
CONTINUOUS $7,416.64
SEM $3,548.64
9.888%CONTINUOUS $7,416.64 PEOPLE $3,168.00 9.888%CONTINUOUS $7,416.64
SOCIAL $700.00
9.888%
FLIGHT ONE $3242.25GUERILLA $2210.00
4.323%FLIGHT ONE $3242.25OOH $1032.25
4.323%
FLIGHT TWO $24,822.00
PRINT $5,175.00
33.096%FLIGHT TWO $24,822.00OOH $11,520.00
33.096%FLIGHT TWO $24,822.00ONLINE $6,125.00
33.096%FLIGHT TWO $24,822.00
GUERILLA $2,002.00
33.096%
FLIGHT THREE $23,251
PROMOTION $275.00
31.001%FLIGHT THREE $23,251
OOH $8,000.00
31.001%FLIGHT THREE $23,251PRINT $10,526.00
31.001%FLIGHT THREE $23,251ONLINE $3,000
31.001%FLIGHT THREE $23,251
PEOPLE $450.00
31.001%FLIGHT THREE $23,251
MOBILE $1,000.00
31.001%
FLIGHT FOUR $13,515.00
PROMOTION $5,000
18.02%FLIGHT FOUR $13,515.00 PRINT $5,175 18.02%FLIGHT FOUR $13,515.00
MOBILE $3340.00
18.02%
CONTINGENCY $2,753.11 3.6%
TOTALTOTALTOTAL $75,000 100%
FLIGHT'I'5%'
FLIGHT'II'34%'
FLIGHT'III'32%'
FLIGHT'IV'19%'
CONTINUOUS'10%'
SPENDING BY FLIGHT
MEASURABLE: 90%
UNMEASURABLE: 10%
TOTAL BUDGET: MEASURABLE MEDIA
21
CONTINUOUS FLIGHTSearch Engine Marketing (SEM) is a tool that Big Top will use to keep in contact with the target market throughout the duration of the campaign. SEM allows Big Top to secure placement near the top of Google searches for related search terms like “Nashville candy stores” and “Deserts Hillsboro.” With more than 62% of internet users clicking on links on the Virst page of results returned by Google, it is clear that being near the top makes a signiVicant difference when it comes to reaching consumers. With this idea in mind, we intend to buy all search terms listed on the media menu.
Social Media Strategy: #whatsinyourbagFacebook: Content is centered around major campaigns, posting pictures from events, announcing new promotions and providing a forum for Big Top shoppers to discuss their experience.Instagram: Efforts will be tracked by #whatsinyourbag. Customers who use this hashtag and post a picture of their bag from Big Top will automatically be entered into the “Sweet Tooth of the Month” contest. The winner will receive a $20 store gift card through a free, third party application.Twitter: The Nashville location will have its own account, and will be used as a means of reaching customers and monitoring feedback. Twitter offers the unique opportunity to respond quickly and directly to customer’s inquiries, questions and general comments about the service, products or experience of Big Top. Hashtags can be used to track reach and awareness of the campaigns.YouTube: Feature short videos of events held at the store provide an additional branded entertainment medium for local customers.
SEM $3,548.64
PEOPLE $3,168.00
SOCIAL $700.00
TOTAL CONTINUOUS MIX: $7,416.64
47.8%42.7%
Guitarist: Big Top will tie in Nashville’s musical culture into its promotional events by hosting regular in-‐store musical performances-‐ “Under the Big Top” . The guitarist will play Thursday nights during the Hillsboro Art Walk and on weekends during peak after-‐dinner desert hours. Student musicians will be encouraged to participate to gain exposure and build awareness for the store at nearby universities.
Search Engine Optimization (SEO): Big Top’s website and social media posts will be loaded with rich keywords that will promote a better Google PageRank. SEO will help ensure that when customers are searching relevant terms like candy and desert, Big Top will be near the top of the list of results. Organic searches for a brand or product are key indicators of the success of an advertising campaign
CONTINUOUS FLIGHT: MEDIA MIX9.44%
22
Social Media Intern: As part of our continuous media Vlight, a social media intern will be employed from the Virst day of the campaign to the last in order to stay relevant in the competitive online sphere. The social media intern will work 5 hours a week updating our Facebook page, Instagram, Twitter account, etc. Local stores are frequently plagued by indelicately cultivated online personas. Our social media intern will ensure this is not the case.
flight one
Out of Home: A 1-‐panel billboard will be placed at a nearby high-‐trafVic intersection (21st Ave. South and Edgehill Ave). The target will be visible to both our primary and secondary targets as they make their way around town and to-‐and-‐from campus. The billboard will be contracted starting at the beginning of the Virst Vlight on May 1, through the end of the third Vlight in late October. The circus-‐themed billboard will introduce area visitors to the Big Top brand and the #whatsinyourbag social media campaign.
GUERILLA
OOH
32%
68%
TOTAL FLIGHT ONE: $3242.25
$2,210.00
$1,032.25
FLIGHT ONE: MEDIA MIX
Our 5irst 5light begins on May 1, ten days prior to Big Top’s grand opening. The goal is to spark curiosity among Nashville residents and draw attention to Big Top’s initial social media campaign. A heavy guerilla marketing effort based around distributing packets of custom M&Ms throughout the Hillsboro Village area will set the plan in motion. The M&M’s will have phrases including, but not limited to, “Big Top,” “Bulk Candy,” “Circus,” and “Local.” The Vanderbilt campus, as well as surrounding neighborhoods will be blanketed in customized Big Top stickers with the saying, “What’s in your bag?” A billboard in the Hillsboro Village area will direct those walking and driving by to the Big Top Facebook page where they can take part in the #whatsinyourbag social media campaign. The mission of this 5light is to create an intense curiosity among local citizens, and by carefully implementing these communications tools, the arrival of Big Top will be no surprise. Residents of Nashville will be dying to ruin their appetite.
MISSION: RUIN THE APPETITE
23Sources: OOH-‐ Lamar Outdoots, Custom M&Ms-‐ mymms.com, Stickers-‐ zazzle.com
BIGTOP
BIGTOP
BIGTOP
BIGTOP
BIGTOP BIG
TOP
BIGTOP
Guerilla: In order to build relevant buzz among the local community, customized packets of M&Ms and stickers will be spread throughout the area that includes both the Belmont and Vanderbilt University campuses. Stickers will invite viewers to “like” Big Top on Facebook in order to prepare to take part in the #whatsinyourbag social media contest. The M&M’s will have a number of Big Top related words and phrases printed on them in order to spark conversations about the upcoming grand opening among local residents.
flight TWO
Print: Nashville Parent has been the “go-‐to” magazine for Central Tennessee families for nearly 20 years. The award-‐winning magazine is published every month and covers a complete range of parenting topics pertaining to behavior, health, education and family entertainment. Advertising in Nashville Parent magazine reaches Big Top’s primary target-‐ mothers with children, and makes them aware of the new location in Hillsboro Village.
Grand Opening Event: The grand opening of Big Top’s new location will be marked with a pop-‐up carnival. A 30x90 square foot big top tent will be set up in an adjacent park and will house a number of attractions including a moon bounce, candy giveaways and a performance by local legend-‐ Roger the Magician. The fun carnival event will not only increase awareness among our target audience (and their children) but will engage the consumer in a way traditional advertising cannot. The success of the grand opening will create local buzz and begin establishing a loyal customer base right out of the gate.
PRINT $5,175.00OOH $11,520.00
ONLINE $6,125.00PROMO $2,002.00
TOTAL FLIGHT TWO: $24,822.00
FLIGHT TWO: MEDIA MIX
Online: Nashvillelifestyles.com is the web version of the magazine and reaches an audience predominantly composed of educated and afVluent 30-‐to-‐40-‐year old females looking to Vind out what is trendy in Nashville. SOMA will buy targeted banner ads on this site to reach our target audience, stay at the top of their minds and further push the #whatsinyourbag campaign.
46.41%
24.67%
20.85%
8.065%
Flight Two begins on May 10, Big Top’s opening date, and will continue steadily through the middle of the summer. The 5light will begin with a grand opening carnival event in an adjacent park, initiating an undoubtedly strong relationship with the Nashville community. Flight Two’s focus will be on attracting the business of our primary target, af5luent mothers of young children. In order to do this several full-‐page advertisements will be taken out in the Nashville Parent Magazine, a popular media source amongst our local target. Big Top will also become the site sponsor for Nashvillelifestyles.com, the online counterpart to the trendy magazine. Both advertisements will encourage readers to stop by Big Top for dessert or to pick up a treat for the kids back home. The billboard bought during 5light one will remain in place during 5light two in order to perpetuate the “What’s in your bag?” social media campaign. The new candy destination will instantly be a staple in the local community, and the entire city of Nashville will suddenly all have a case of Sweet Teeth.
MISSION: SWEET TEETH
24Sources: Print-‐SRDS, Online-‐NashvilleLifestyles.com Media Kit, OOH-‐Lamar Outdoor, Tent-‐ Grand Central Party Rental, Magic by Roger-‐ Gigsalad.com,
OOH: SOMA plans to use a one-‐panel bulletin board throughout several Vlights of the campaign because research indicates that OHH advertising brings in a higher ROI than both TV and Print media.
flight THREE
PROMO $275.00OOH $8,000.00
ONLINE $4,000.00
PRINT $10,526.00
PEOPLE $450.00
FLIGHT THREE: MEDIA MIX
FLIGHT THREE TOTAL: $23,351
Print: The Nashville Scene is the premier local publication for in-‐depth reporting, lively arts coverage and the latest in music and entertainment. The newspaper reaches approximately 132,100 readers a week via a controlled circulation strategy. Copies of the Scene are dropped off in bulk midweek to high trafVic sites and businesses, and redelivered to the most popular sites on Thursday and Friday. Over 35% of the paper’s market lives in Davidson County, and the content of the publication attracts readers from higher income levels.
Spotify: Using Spotify to promote Big Top will support other attempts to reach local college students. Spotify has over 20 million active users, many of whom are young, tech-‐savvy adults. Big Top’s banner ads will appear only on the playlists of those aged 18-‐24 living in Nashville. Advertising on this site will facilitate awareness about the store and its “Under the Big Top” musical events.
34.26%
45.07%
17.13%
1.17% 1.93%
As the heart of August approaches, a wave of new faces will 5lood the Hillsboro Village neighborhood and surrounding areas as Vanderbilt and Belmont University students return for the school year. This marks a point of transition as the campaign moves from its primary target of local, af5luent mothers to young and eager college students. Advertisements in the Vanderbilt Hustler, insidevandy.com, and the Belmont Vision will draw the attention of the large student crowd as they get acclimated to the city. A full-‐page ad in the Vanderbilt Hustler grants Big Top access to the “Welcome to Nashville” fair for incoming freshmen at Vanderbilt, as well as a month of free advertising on the Inside Vandy mobile app. In addition, an of5icial campus rep will be hired to help spread the word in person. Big Top will then increase brand awareness on more age appropriate media outlets in the Nashville area by advertising through the Nashville Scene’s mobile app. Targeted banner ads will be bought on Spotify and Pandora in order to attract students that use online radio sites. The goal of 5light three is to spread awareness of the new Big Top Candy Shop to the thousands of area college students that come to Nashville. Through these various platforms, Big Top will be sure to give the students the sweetest possible welcome.
Pandora: Banner advertisements on Pandora will reach students who prefer radio-‐formatted listening over personalized playlists. With over 47 million active users, Pandora is the premier company for reaching young people that listen to music online. As with Spotify, the ads will promote the location of the new store and encourage students to check out the “Under the Big Top” musical events on Fridays and Saturdays.
Campus Rep: When college students come back for the fall semester in August, Big Top will hire a campus representative. This student will be paid to spread the word about Big Top’s promotions and events around the Vanderbilt and Belmont campuses. In addition, an ofVicial campus rep will be given Vlyers and candy to hand out, and will encourage student groups to host proVit shares and social events at the brick and mortar store.
MISSION: A SWEET INTRODUCTION
25
flight THREE
Online: Insidevandy.com is the highly popular, informational website catered speciVically to Vanderbilt’s 12,000 students. Averaging 45,000 unique visitors a month, the site includes a wide variety of news, photos, and campus event information. Insidevandy .com also provides a direct link to the Vanderbilt Hustler, another media vehicle employed for this campaign.
Print: The Vanderbilt Hustler is the ofVicial student newspaper of Vanderbilt University. The newspaper is published three times weekly and is frequently updated online, providing campus news about sports, entertainment events and calendar information. Vanderbilt University is across the street from the future Big Top Candy Shop location and the school’s newspaper will therefore be an imperative medium in order to attract attention from college students and drive purchases from potential consumers in our secondary target market.
Print: Belmont Vision is a student-‐organized online and print newspaper for Belmont University. During the regular school year, a print edition of current campus news is published each semester. Considering Belmont, much like Vanderbilt, is adjacent to the future location of Big Top and will be frequented by many college students, promotional advertisements in the Belmont Vision would be an adequate way to promote the store’s proximity and special events to the secondary target.
Next Stop Candy Shop; Austin Treatery Comes to Hillsboro
26
flight FOUR
PROMO $5,000.00
PRINT $5,175.00
MOBILE $3,340.00
FLIGHT FOUR TOTAL: $13,515.00
FLIGHT FOUR: MEDIA MIX
Print: Nashville Lifestyles is a fashionable monthly magazine that offers lists of restaurants, events and entertainment in the Central Tennessee area. The magazine is distributed through paid and veriVied subscriptions with single copy offers at newsstands. With 52% of the magazine’s readership consisting of households with an average income of $100,000+ and 63% of readership made up of people who own homes valued at $300,000+, the publication offers an excellent opportunity to reach our target consumers with disposable income.
36.99%
38.29%
24.71%
As stated in a 2012 Mintel report on non-‐chocolate confectionary, specialty stores have an opportunity for signi5icant increases in sales by associating candy with a speci5ic holiday or event. With this in mind, 5light four’s focus will be on making Big Top Nashville’s go-‐to stop for all Christmas related candy. To make this a reality, the media buys will again shift back to the primary target of af5luent mothers of young children. Big Top will be a community sponsor of the ever-‐popular Nashville Christmas parade, and the augmented slogan, “What’s in your stocking?” will appear on a massive balloon overlooking the event. A full-‐page, color advertisement will be taken out in Nashville Lifestyle’s special Christmas Issue and Big Top’s name will again appear in the Nashville Parents Magazine. Both ads will promote Big Top as “Holiday Candy Central,” and the tagline will of course switch to, “What’s in your stocking?”
Event: At the end of December Big Top will sponsor the Nashville Christmas Parade. For $5000 the Big Top name will be displayed on a Helium Balloon, as well as on all promotional materials including newspapers, billboards, and recognition on all brochures, Vlyers, and invitations. We will also be mentioned as a sponsor in all press releases and be promoted on Christmas Parade web site. This parade will be overVlowing with our target audience, as more than 100,000 spectators and families from throughout the middle Tennessee region will attend the event looking to entertain their children and have a good time.
MISSION: STUFF THOSE STOCKINGS
27
Print: We will place Big Top ads in Nashville Parent Magazine to maintain a presence during the holiday season and remind our target where they can Vind their holiday-‐themed treats. Approximately 86% of adults 18+ in Mintel’s database indicated that they purchase candy to mark holiday occasions. Seasonally packaged candy generates the highest percentage of purchase among all age groups.
Sources: Mintel: Seasonal Chocolate, Parade-‐ nashvillechristmasparade.com, Print-‐ SRDS/nashvillelifestyles.com
media flowchart
28
3. Partner with local philanthropic organizations to help support local charity initiatives, speciZically with nearby Vanderbilt Children’s Hospital. Working with a philanthropy will not only help support the community, but will foster feelings of goodwill towards the Big Top brand.
Going forward
29
4. Continue to build and maintain a social media presence as a means to consistently engage with consumers and build brand identity.
1. Continue to connect to the target audience through guerilla marketing efforts during local social and cultural events. Continue to spread the word about the weekly “Under the Big Top” musical performances and build this into a more sustainable event.
2. Maintain a relationship with local university students by involving them in promotional campaigns and providing opportunities for marketing and social media internships in order to integrate into the local educational community.
so what?
30
SOMA Advertising knows exactly what it takes to make Big Top’s move to Nashville a resounding success. Reaching the carefully deGined target market, properly allocating Ginances and serving the Nashville community will launch the store into a bright future. With SOMA Advertising, it’s in the bag.