Developing A Marketing Plan by Brittany Ifft

Andrea Metcalf MARKETING PLAN

TABLE OF CONTENTS MEET THE TEAM EXECUTIVE SUMMARY OUR CHALLENGE FIELDWORK BRAND ANALYSIS Current Situation 4 P’s Competitive Positioning Mao Competitive Summary S.W.O.T. MARKET ANALYSIS Industry Trends P.E.S.T. BRAND POSITIONING STRATEGY A Change In Direction Consumer Behavior Analysis SURVEY RESULTS ORIGINAL SURVEY INTERVIEW & RESULTS RESEARCH INSIGHTS INTRO CREATIVE STRATEGY Notes – client creative brief COMMUNICATION STRATEGY Branding Mao Mood Board Grid Mood Board Boomwell Personas MEDIA STRATEGY Facebook Website Pinterest Boombox Schedule/ Timeline Budget/ ROI/ Measurement Facebook Budget CREATIVE STRATEGY I AM campaign BOOMBOX STRATEGY REFERENCES

1 2 3 4–6 7 8 9 10 11 12 13 -14 15 16 -17 18 – 19 20 – 21 22 – 24 25 26 27 – 29 30 31 32 33 35 36 37 38 39 40 41 42 43 44 – 45 46 – 50 51

MEET THE TEAM

Dear Andrea, Thank you for the opportunity to work on developing a marketing plan for you! It was an amazing learning experience and so much fun! I hope you like our idea and can use our research and strategies to fulfill your goals. Good luck and have a great new year! Best, Brittany Ifft (309) 531-5995 bifft07@gmail.com Brittany is a senior at Columbia and will graduate in May 2014 with a degree in marketing. She has been with Michigan Avenue Magazine since April, as a marketing and sales intern, and works as a bartender at Mad River Chicago on the weekends. Brittany enjoys staying busy with work and friends and visiting family whenever she can. Besides to have a successful career in marketing, her dreams are to travel the world.

EXECUTIVE SUMMARY

This Marketing Plan presents the strategies and tactics for rebranding the Andrea Metcalf brand into BOOMWELL™, a lifestyle brand from aging women. The strategies and tactics for launching BOOMWELL™ in the Chicago and then U.S. market are included. Insights revealed through our research back up our strategies and tactics enclosed and reveal the opportunities for BOOMWELL™ to penetrate a large population and create revenue for Andrea Metcalf. Insights from Research •  Baby Boomers are the largest population segment in the U.S,- in the next five years this group will have the most disposable income out of any other generation, spending it on health and fitness products and services •  Vibrant and energetic Independent living and retirement communities, as well as Facebook, should be the center of all advertising as these areas will see a rise in population due to Baby Boomers adding millions of people to the senior population and having a need for accessible, affordable housing – and Facebook reaching over half of the Baby Boomer Generation •  The Health and Wellness industry is driven by the Baby Boomer population. Boomers have the most buying and spending power over any other generation, with Female Baby Boomers making most purchase decisions. Short-Term Strategies •  Rebrand the Andrea Metcalf brand into Boomwell - a lifestyle brand for women 50+ that unites topics of mind, beauty, exercise, nutrition, sex, relationships, finance and sleep to communicate the advantages of aging and bring a positive attitude and energy to this market. •  Launch Boomwell to the Chicago area and surrounding areas, with the “I AM” Campaign through advertising on Facebook. The campaign shares images of real-women 50+ who are healthy, sexy and confident accompanied with the message “I AM ___” filled in with a positive adjective about themselves. •  Introduce the Boombox – a discovery box for women 50+ that costs $15 per box in which consumers will receive 8 sample sized or deluxe trial sized samples of products that support aging I AM confident

•  •  •  •

Long-Term Strategies Bring on a male lifestyle coach to Boomwell to expand the lifestyle brand to men 50+ Extend advertising to a national level by targeting retirement communities around the country Expand the Boombox to a monthly subscription box service Offer the Boombox to men 50+ 2

OUR CHALLANGE

Andrea Metcalf

Health and Fitness Expert & Lifestyle Coach When we were presented with the challenge of rebranding the Andrea Metcalf brand we knew we had our work cut out for us. We knew we needed to rebrand â&#x20AC;&#x201C; but why? - and how were we going to do that with out losing everything an almost 30 year old brand had built? It was very important for us to find the reasons for rebranding and the problems that were going to go along with it. This way we could keep a clear understanding of the process right from the beginning. Below you will find our problems that were found with rebranding and our goal

PROBLEM | Needs to Rebrand REASON #1 Getting Older in the health and fitness industry â&#x20AC;&#x201C; needs to be communicating to the the appropriate age bracket! REASON #2 Rebranding needs to implement short-term & long-term goals that will increase brand equity and create revenue REASON #3 Rebrand Andrea without losing her credible image and reputation! REASON #4 Create a new lifestyle brand that targets women 50+ and represent a positive attitude towards aging !

GOAL Rebrand the Andrea Metcalf healthy lifestyle brand into a new brand and create a marketing plan for this new brand. With the nature of getting older and still being in the lifestyle and fitness space, develop a new business strategy to take over this space in the market. How can getting older be sexy, sassy & viral?

FIELDWORK

4 P’s 5 current industry trends Group fitness classes Mobile apps Obstacle course style marathons CrossFit Boutique fitness studios PEST analysis P – health reform E – consider how much her audience makes and what they spend on things relevant to her industry S – what trends can be used for baby boomers? What are baby boomers worried about the specific to their generation T – mobile apps, products that collect data

After the field trip to Peter Field, I think the least interesting ideas to use for an Andrea Metcalf strategy would be to only market to one age group and to not use celebrities when promoting her product or brand. The Andrea Metcalf brand faces a lot of competition. I think her biggest competitors would be national fitness centers and fitness experts. Such as L.A. Fitness, 24 Hour Fitness, Bally, Gold’s Gym and Curves. As far as fitness experts, her competitors are Leigh Peele, Rachel Cosgrove and Tone It Up founders, Karina and Katrina. I think the potential target audience would be 40-65 year olds. I think the brand could also target 25-39 year olds and start them on the right track to correct ways to age in a healthy manner as they get older. Survey Questions: Do you consider yourself a healthy person? Are you concerned with aging? Do you work out? How often do you work out? Do you have an active gym membership? How important is being healthy to you? Are you concerned about how in shape you are? Does eating healthy play a big role in your life? Are you confident in yourself right now? Are you satisfied with the way you live your everyday life? 4

FIELDWORK

Message Ideas/Taglines: You don’t have to be young to be fit. Take control of your health. Take control of your lifestyle. Taking care of yourself is loving yourself and loving yourself should be a lifestyle. Andrea Metcalf: Teaching healthy, sexy, living because we owe it to ourselves 50 and fit. The rest of your life starts now. Target Audience: 55+ women and men. Including men and women that are not currently into the healthy lifestyle living. Media: Television: Talk show appearances (Dr. Oz, Dr. Phil, Oprah, Steve Harvey), Morning news appearances (Today show, Good Morning America), Advertise on television networks (Oxygen, Lifetime, The O Network, WETV, Spike), Fitness segments on talk shows or morning shows Radio: Radio talk shows that are fitness related or sports related Internet: Advertise on social media (Twitter, Facebook, Pintrest, Blogs), internet websites related to fitness and sports Other Ideas to Promote Brand: Hold fitness workshops Customers can pay for private Skype workout sessions Guest appearances at major gyms across the nation Partnerships with major fitness related brands Partnerships with TV networks Launch a campaign targeting the 55+ age group, partnering with retired athletes to show the importance of healthy living Partner with insurance providers (Blue Cross Blue Shield). Hold retreats, camps and workshops for companies that supply their employees with insurance through those providers. Partner with major marathons. Boston, Chicago, New York, Belgium Charity Events: Walk of Dimes, Breast Cancer Awareness Walk Andrea Metcalf Interesting Things Website contains an extensive amount of background information Contains footage of much of her career Provides a significant amount of information about her products Improvements Needed Website lacks the ability to keep customers attention (not enough creativity on the website) Website does not appeal to a younger audience There is no smooth transformation between all of the products and information on the website Questions What age group are you trying to target with your products? How would you like to improve your brand? Are you trying to sell your brand, products or both?

Questions for Peter Field What other brands in Chicago do you currently or would you consider working with, that would help your brand? What advertising is currently done? Questions for Andrea Metcalf What are they main elements of her brand?

Client: Andrea Metcalf Website: Andreametcalf.com Relevant Websites: Carol Whitaker Coaching Jill S. Brown – fitness professional, lifestyle coaching Kim Lyons – fitness expert 3 interesting things Andrea is more well rounded in lifestyle coaching than people similar to her Very well connected. Andrea has relationships with tv shows, celebrities and big companies Website has advertisements – is there a possible opportunity for product(s) integration for re-branding her? 3 things that need improvement or clarification What does Andrea value most in a “healthy lifestyle” – what elements are considered in her idea of a balanced lifestyle Can we use or work with the companies and connections she is currently involved with in rebranding her? Her website needs to work better, its very cluttered, better organization Other questions based on lecture Is she open to being the spokesperson for a new product What about a lifestyle center – walk-in boutique

Keywords Baby boomers Aging Anti-aging Women Lifestyle coach Retirement Fitness expert Balance Health Nutrition Exercise Weight loss

2 Brand Strategies Start a “box” – like Birchbox or BuluBox but specifically for women 55+ Make all new workout videos and use a 24/7 “on demand” style fitness program as a distribution point Visit 2 places Related – workout center & yoga/Pilates studio at AMLI residential The Workout studio was very clean and simple. The treadmills faced the windows so guests could have a view while working out. I like the fitness studio because it was 24/7 and you can choose your workout and follow along on a huge big screen TV. The studio had dark hardwood floor and floor to ceiling windows. The whole center was open and large, very accommodating for large groups. Unrelated - Michigan Avenue Magazine Office The office is an open environment with individual offices around the outside. The office has a kitchen with a family style island. The office has big foam boards on the wall with past covers and current magazines stacked around the office. 6

BRAND ANALYSIS | Current Situation

The Andrea Metcalf brand represents a healthy and fit lifestyle. Through speaking engagements, blog posts, books and workout classes and DVD’s, the brand educates, trains and promotes how being healthy and fit can help with balancing life and maintaining health.

Andrea Metcalf Message “BE HEALTHY, BE MOVED & DREAM BIG” “Health, Media and Branding Empowerment – I want to help you soar, share, and succeed. I’m a fitness and lifestyle expert - self built brand working with big clients including Sears and Women's Forum. Having produced 2 TV shows and helped many other brands succeed… I want to help you be your best - healthy wealthy and happy!” - Andrea Metcalf

Health & Fitness Expert America’s Fitness Celebrity Healthy Lifestyle Expert Trainer Health Coach Expert Speaker Expert in Well-Being Author

Helps people make small changes with big results through teaching, training and inspiring

Teaches women how to make their mind, body and spirit a top priority in their life.

Logo Brand Presence Colors

Audience

•  Women of all ages •  Reaches men too

Offline •  Appearances on Good Morning America: Health, The Steve Harvey Show, The Today Show, Oprah, and NBC Chicago, Better.tv: Home and Family and In The Loop with iVillage. •  Teaches workout classes at Flirty Girl Fitness in Chicago, •  On the Advisory Board for Fitstudio by Sears Online •  “Be Healthy, Be Moved,” blog hosted by womensforum.com •  YouTube channel that visitors can subscribe to and

BRAND ANALYSIS | 4 P’s PRODUCT Andrea Metcalf offers workout DVD’s, a health book and fitness equipment •  Pawsilates Program Pack – “Engage your canine, work your waistline!” •  Hip, Knee & Foot Pain DVD – simple stretches and strengthening excises •  Neck & Back Pain DVD – simple stretches and strengthening exercises for relief •  Shoulder, Elbow & Wrist Pain DVD – simple stretches and strengthening exercises to feel loose, pain free and tone upper body •  Keeping Fit Cardio DVD – Ten 5-minute workouts for women in their 40’s, 50’s and 60’s •  Keeping Fit Pilates DVD – Ten 5-minute segments for women in their 40’s, 50’s, and 60’s •  Keeping Fit 3-Pack DVD – Strength, Cardio & Pilates for women in their 40’s, 50’s and 60’s •  VersaFlexx Starter Kit – Workout bands – “guarantee our products will maximize your potential and surpass your expectations.” •  Naked Fitness Book – “The proven 28 day lifestyle program for a fitter, slimmer, pain-free body” system PRICE Cost of products are affordably priced •  Prices range from $9.99 for single workout DVD’s to $149.95 for workout equipment PLACE Products are available at andreametcalf.com Book available on amazon.com PROMOTION •  $30.00 for a bundle pack of workout DVD’s

Issues •  Brand offers a limited amount of products •  Products are only available on andreametcalf.com •  No promotions Advantages •  Price range is affordable •  The Natural Way to Pain DVD’s are existing products that can be promoted and used in rebranding Andrea Metcalf •  Keeping Fit Workout DVD’s are existing products that target women in their 40’s, 50’s and 60’s. 8

COMPETITIVE ANALYSIS | Competitive Positioning Map Kathy Smith – Fitness + Lifestyle Expert Products: eBook(s), Videos, Audios, DVD’s covering: walking, strength training, kettle ball, yoga, Pilates, dance, aging, aerobics and nutrition. Speaking engagements, Kathy Smith Healthy Living brand exclusively for Ross Dress for Less® stores Message: “Inspire the Best in All People” Brand: “Progress, not Perfection” - educates on the importance of healthy eating and sensible exercise; Your Health (Health Issues, Diabetes, Heart Disease, Osteoporosis, Stress Reduction) Fitness Guide (Motivational Tips, Weight loss, Fitness) Affiliations: Ageless Energy – PBS, Partnered w/ Rejuvenation Prevention + Rehabilitation™ to create a line of seven products targeting the “Actively Ageless,” Spokesperson for the International Council on Active Aging, Oprah, The Today Show, USA Today, Larry King Live, The View, The Los Angeles Times Social Networks: Facebook, Twitter, YouTube, Pinterest

Dr. Pamela Peeke – Fitness + Nutrition + Stress Public Health Expert & Physician

Products: Books, Audio, DVD’s, Speaking engagements, Consultant (group), Peeke Week Retreats Message: “The Peeke Performance Center for Healthy Living,” internationally recognized expert, physician, scientist and author in the fields of nutrition, stress, fitness and public health Brand: Motivates and educates audiences of all ages to transform themselves for healthy living Affiliations: Lifestyle expert for WebMD, Discovery Health TV’s chief medical correspondent for nutrition & fitness, Spokesperson for the American College of Sports Medicine's Exercise is Medicine Social Networks: Facebook, Twitter, Pinterest, Google+, Tumblr

Denise Austin – Health + Fitness Expert Products: Books, DVD’s, Equipment – Forever Fit, a collection of 33 fitness products made exclusively for Rite Aid, Speaking engagements, iPhone app (2), Lose weight with Denise: personalized weight loss program Message: “Get Skinny and Stay Skinny,” Promotes Health & Fitness Brand: Helping people lose weight with motivating advice, healthy recipes, tips, books, workout DVDs, and more! Affiliations: Idaho Potatoes, Nature Made, Sketcher’s, Denise Austin's Daily Workout on Lifetime Television Network Social Networks: Facebook, Twitter

COMPETITIVE ANALYSIS | Summary

Advantages

•  Rebranding will be involve targeting women 50+! •  Competitors audiences are women under 50, people of all ages and both men and women in general. ! ! •  New brand will be a luxury lifestyle consulting service – signature lifestyle elements being mind, beauty, nutrition, exercise, sex, relationships, finance and sleep. The brand expresses a general well being while promoting women 50+ to embrace aging and real beauty.! •  Competitors put little emphasis on wellness, aging, and other aspects of life. Their messages focus on health and fitness. Messages use words like “lose weight” and “skinny,” rather than general health and personal well-being !

Disadvantages •  Competitors have new partnerships with fitness equipment and distribution points.! •  Competitors have technology on their side using smartphone apps, up to date and better websites !

BRAND ANALYSIS | S.W.O.T. ANALYSIS Strengths:

Weaknesses:

•  Andrea Metcalf is well connected in the industry, and has a strong reputation. •  Relationships with primetime TV media’s like Good Morning America, The Today Show, The Steve Harvey Show, and more. •  Partnerships with profitable brands (i.e. – Sears FitStudio, Flirty Girl Fitness) •  Luxury lifestyle consulting offers a subscription box for women 50+ - original concept, no other box exists – able to introduce around luxury retirement communities •  Existing Andrea Metcalf products that target women 50+ •  Andrea is attractive and lives the lifestyle she's trying to promotes – has the personality, public image

•  Upfront cash budget is low •  Small existing client database – if existing at all •  Rebranding will mean introducing a new brand that is unknown •  Need for rebranded website •  Lack of technology •  Limited existing products •  Existing audience is mainly women younger than 50 – new audience is women 50+

Opportunities:

Threats: •  Economic issues like the recession can slow down adaption of luxury brand •  Negative association with “aging” •  Existing competition from “beauty” box subscriptions

•

Rising income levels will help drive demand for the “wellness” and fitness/health industry, allowing industry professionals to expand their services (7), this creates opportunity to introduce a new product. Potential for sponsorships from industry players who are expanding with new brands, products and services (i.e. – BeneFiber, Metamucil, Pantene Pro-V, Dove, Nuxe, Lancome, Estee Lauder) Target Women Baby Boomers – generation has more money than other age groups, largest population – can directly connect to audience Potential to add a male component to brand – targeting Male Baby Boomers

MARKET ANALYSIS | Industry

Andrea Metcalf currently operates in the Lifestyle Consulting & Fitness Industry SIC: 7299 – Misc. Personal Services, Not Elsewhere Classified Establishments primarily engaged in providing personal services, not elsewhere classified.(1)

$205.2 billion Expected worth of the Weight Loss Services Segment in 2015 (Source 8)

NAICS: 812191 – Diet and Weight Reducing Centers This U.S. industry comprises establishments primarily engaged in providing nonmedical services to assist clients in attaining or maintaining a desired weight. The sale of weight reduction products, such as food supplements, may be an integral component of the program. These services typically include individual or group counseling, menu and exercise planning, and weight and body measurement monitoring.(2)

$2.4 billion How much American’s are expected to spend on Weight Loss Services in 2013 (Source 11)

QUICK INDUSTRY FACTS •  In the next five-year period to 2018, industry leaders will begin targeting men for weight loss programs, as women currently account for the primary client. Men's weight loss services represent a relatively large untapped market for the industry. (11) •  The weight loss & obesity management market is divided into three major segments, namely diets (foods, beverages, & supplements), services, and fitness and surgical equipment (16) •  Major product lines are program fees, food supplements, & other merchandise sales related to diet & weight reduction (7) •  Consumers' excess weight, personal income, and leisure time drive demand (7)

MAJOR COMPANIES

(17)

MARKET ANALYSIS | Trends

Top Fitness Trends for 2013 Functional Fitness: 1. Educated, certified & experienced fitness professional Using strength training to improve 2. Strength training balance, coordination, force, power, 3. Body weight training and endurance to perform activities 4. Children & Obesity of daily living (e) 5. Exercise & Weight Loss 6. Fitness Programs for older adults 7. Personal Training Core Training: 8. Functional Fitness Popular products include: wobble boards, BOSU balls, foam 9. Core Training rollers and stability balls. (g) 10. Group personal training (Source: 4)

Fitness Programs for Older Adults

38% Of smartphone apps that are downloaded are fitness based

$40 million How much the fitness apps market is expected to be worth by 2016

Mobile & Portable Health & Fitness apps

Fitness Clubs are targeting the aging baby boomer generation by offering age-appropriate exercise programs (Source: 18)

(Source: 5)

Workplace Wellness Programs

Companies are paying more attention to employee health & investing in fitness solutions to improve wellbeing (Source: 3)

Retirement Communities As Baby Boomers add 30 million to the senior population, demands for affordable, accessible housing will increase. (Source: 22)

MARKET ANALYSIS | Trends

Women Aging – United States Related Searches

Interest Over Time

Source: Google Trends “Women Aging in United States”

Anti-Aging – United States Related Searches

Interest Over Time

Source: Google Trends “Anti-Aging in United States”

Insights from Trends •  Women are interested in anti-aging products and services – rebranding should incorporate antiaging products- as a subscription box service! !

•  Opportunity to penetrate a large audience by targeting Baby Boomers! !

•  Consider developing a smartphone app and sponsorship with other technologically advanced fitness equipment as a source of revenue! !

•  Rebranding should target luxury retirement communities as advertising areas and distribution points! !

•  Workouts should be designed for women 50+ !

MARKET ANALYSIS | P.E.S.T. Analysis

Political Forces Government programs pushing health reforms (8) Economical Forces •  Fitness Industry experiences yearly growth of 1% (7) •  Industry is worth $25 billion (7) •  Rising disposable income levels = Industry revenue estimated to rise 6.3% by 2018 (9) •  Baby Boomers have money - will control 70% of disposable income in five years (21) Social Forces •  Growing health concerns, awareness of health issues and the importance of exercise in maintaining good health. (7) •  Consumers’ excess weight, personal income and leisure time help drive demand (4) •  Baby Boomers are most concerned with staying mentally sharp, spending time with family and friends, learning new things and finding the best deals and discounts (20) Technological forces: •  Technological advances will make it easier to participate in fitness, health and wellness activities (13) •  New “devices that track calorie intake, physical activity, heart rate and other key metrics that can be used to determine fitness, mood and other personal analytics,” will generate precise data for the industry (14)

MyFitnessPal allows users to keep track of calories and more myfitnesspal.com

Systems like Fitness on Request and Fitness on Demand allow users to download and participate in a variety of workout classes 24/7 fitnessondemand.com fitnessonrequest.com

BRAND POSITIONING STRATEGY Our analysis of the current brand and competition led us to fun three major changes that should be the center of rebranding: 1.  Redefining a Lifestyle 2.  Targeting a new audience 3.  constructing a new website – as the platform for a new brand

Redefining a Lifestyle The current Andrea Metcalf brand represents health and fitness but does not communicate “a way of life” as a lifestyle brand or coach suggests. Also, the brands function seems to be built on personal skills and capabilities, rather than elements that would define a lifestyle – or suggest a way of life. Recommendation Rebrand Andrea Metcalf so that the structure of the brand and the relationship between the brands elements Health & Fitness Expert America’s Fitness Celebrity work together under one main idea. Use personal skills and qualifications to Healthy Lifestyle Expert validate the title “Lifestyle Advisor.” Clarify Trainer the customs, beliefs and culture to Health Coach redefine the brands lifestyle. Take the Expert Speaker Expert in Well-Being focus off of just Health and Fitness to Author shine light on all other elements of wellness

Andrea Metcalf Lifestyle Advisor Signature elements: Exercise, Nutrition, Beauty, Finance, Sex, Relationships, Sleep and Mind

Audience As the face of the brand, getting older means moving into a new market and communicating to a new audience. The current brand does not serve a single audience either – using more than two different messages ;’’Because Andrea Metcalf does not have a clear and targeted audience the brands identity gets lost – hurting its over all value. Recommendation Rebrand Andrea Metcalf to target Women 50+ exclusively. As Andrea is about to enter this age bracket herself, targeting this group would allow her to speak to an audience that she can relate to physically, mentally and emotionally. An added incentive to targeting women 50+ is that a few existing Andrea Metcalf workout DVD’s that are designed for women in their 40’s, 50’s and 60’s. These existing products offer a strong foundation for a new brand at the same time cut costs for new creating new products.

5 Andrea Metcalf products that can be highlighted and promoted as a source of revenue

BRAND POSITIONING STRATEGY |

Website The design and layout of andreametcalf.com lacks organization and functionality. The sites content is disconnected and very hard to follow, while the colors are not the same as her logo. The homepage features mouse-over thumbnails that are oversized and packs too much information into one area. Low-res images and links that donâ&#x20AC;&#x2122;t work hurt the validity and stickiness of the website. Recommendation The website should be rebranded to reflect the structure of the Andrea Metcalf signature lifestyle. Serving as the brands platform, the websiteâ&#x20AC;&#x2122;s content should be organized by category and use only hi-res images.

CONSUMER BEHAVIOR ANALYSIS

WHO IS THE CONSUMER? Female Baby Boomers (Women 50+)

Baby Boomer someone born between 1946 - 1964

45% Of the U.S. Population will be 50+ by 2015 (Source 19)

54% of the 78 million Baby Boomers will be women by 2013 (source 24)

LEISURE TIME

1.  2.  3.  4.  5.  6.  7.  8.  9.

Top 9 Leisure Activities for Adults 50+ Very Important Aspects of Leisure Time for Adults 50+ Reading •  Time with Family Adults 50+ Food/Cooking •  Relaxation want to participate in Health & Wellness •  Companionship activities that involve News & Events •  Fun/Amusement Restaurants family, relationships, •  Education Learning Travel relaxing, & learning •  Mental Challenge Gardening opportunities (Source 20) Home Improvement/Decoration Movies/Film (Source 20 – AARP 2011)

PERSONAL TIME How Adults 50+ Spend Their Time •  •  •  •  •  •  •  •  •

Entertaining/Visiting Friends Hobbies & Leisure-time Pursuits Religious or Spiritual Activities Sports, Athletics & Fitness Activities Volunteer Work Neighborhood Problems Education Politics State/National Issues

Aspects That drive decisions about how boomers spend their time

Staying Mentally Sharp Spending Time With Family & Friends Learning New Things Finding Best Deals & Discounts

80% of Boomers seek health information online Google Images

(Source 25)

Get Their Attention Content covering health & wellness are attention grabbers for Baby Boomers (Source 25)

Issues related to health, finance & spending time with family & friends are most important in the lives of Boomers (Source 20)

(Source 20 – AARP 2011)

CONSUMER BEHAVIOR ANALYSIS

Top 10 Reasons Adults 50+ Use The Internet 1.  Emailing 2.  Internet Search Engine 3.  Weather Boomers 4.  Maps/GPS are online, 5.  To Pay Bills using the internet 6.  Social Networking & new 7.  National News technology 8.  Local News 9.  To Find Business Information 10.  To Make Travel Reservations

Wealth & Spending Habits $2.4 trillion Total annual income for adults 50+

65% Of the total net worth in the U.S. is held (Source 23) by Adults 50+ Boomers (Source 23) are making & 40% 75% spending of total Of America’s money consumer wealth is controlled Demand Is due by Americans 55+ to Baby Boomers (Source 23)

(Source 23)

More than 74% a Quarter of 50-64 year olds of 50+ adults use the Internet use social media (Source 20)

Women Boomers are becoming the consumer purchase decision maker – estimated at $20 trillion annually (Source 24)

(Source 20 AARP 2011)

A BIG TREND IN CONSUMER BEHAVIOR

Retirement Communities In the five years to 2018, an improving economic environment, an aging population, healthcare reform legislation and new services will facilitate industry growth. (Source 26)

$69.8 billion As Boomers How much the add 30 million people Retirement Communities to the senior population, industry revenue is forecast demands for affordable & to increase in the next five accessible housing will years to 2018 increase (Source 27) (Source 22) 5.4% Average annual rate at which the Retirement Communities industry's revenue is predicted to increase

Appealing Aspects of Retirement Communities •  Offer more modern and high-tech features to residences •  Provide active, engaging, vibrant and intellectually stimulating environments to increase interest among the increasingly social and active seniors.” (Source 27)

(Source 27)

Trend Insight Boomers often continue working, volunteering and participating in a variety of educational and health & wellness programs.

Retirement Communities in the Mid-west On a standard Google Maps Search 19

SURVEY RESULTS

Survey was conducted through surveymonkey.com to women between 45-60 years old. 15 Respondents answered general questions about demographics and open ended questions that enticed insights into what women feel and go through as they age

Demographics

Income $0-24,999 (13%) $25,000 - $49,000 (7%) $50,000 - $74,999 (33%) $100K+ (47%)

Age of Respondents 45-50 (53%) 50-55 (33%) 55-60 (13%)

Marital Status Single (7%) Engaged (7%) Married (60%) Divorced (20%) Lives with partner (7%)

Gender Women

Employment Corporate (53%) Self-employed (27%) Small business (13%) Unemployed (7%)

Geography Inner city/ urban (7%) Suburb (27%) Small town/ rural (67%)

SURVEY RESULTS

How Do Respondents Get Information? •  80% use Internet Search Engines •  53% use Newspapers •  47% use social media •  47% from friends (WOM) •  40% from TV •  20% from magazines What Makes You Feel Sexy? Clothes, Spouses and compliments from people were the main answers •  New Lingerie, Dressing Up, High Heels, A Nice Outfit, New Clothes •  My husband (5) •  Compliments (4) •  Other: Feeling of being loved, Wine, Nothing What makes you happy? Spending time with family and friends, and spouse were main answers followed by doing things for other/clear conscious •  Family and friends (10) •  Spouse time (6) •  Starbucks between church service •  The little things (moments) in life •  Doing things for others, clear conscious, seeing loved ones do well •  Vacations What do you consider a healthy lifestyle? Most answered with a combo of exercise, eating right and a mind or attitude •  Eating right (9) •  Regular workouts (9) •  Good sleep •  Good attitude •  Lots of sex •  Close to god •  Everything in moderation •  Occasional drink •  Laughing

How interested are you in beauty products? Some what (54%) 8 Moderate (27%) 4 Not at all (7%) 1 Extremely (13%) 2 What activities are you interested in? Main answers were sports, outdoor activities, and hobbies •  Reading (9) •  Outdoor hobbies (Camping – 3, Fishing, Horseback riding, Gardening – 2) •  Sports (Football, Basketball, Tennis, Bowling, Golf, Running, Pool (2), CrossFit, Biking (2), Walking (7) •  Outdoor Sports/ Extreme Sports (Skiing, Snowmobiling, Hiking (2), Boating, •  Hobbies (Scrapbooking/Crafting, Painting, Photography, Genealogy) •  Travel (2) •  Other: Cooking, Shopping, Building Business, Family Outings, Ballroom dancing for fun, Church What is the best part about getting older? Most answered confidence and wisdom •  Wisdom (5) •  Confidence(5) •  Family •  Less Drama, Knowing what is important and what isn’t, Learning not to sweat the small stuff •  More time for self, Closer to retirement What is your least favorite part of getting older? Most answered body changes •  Aging body changes: Mobility (3), aches & pains (3), eyesight, looking older (2), wrinkles (3), sagging skin (3)(Boobs, neck, arms) •  Can’t eat everything you want, getting fat (3) •  Menopause (2) •  Seeing your children grow up •  Death

SURVEY

INTERVIEW RESULTS

Aging is not important

My Husband and dressing up makes me feel sexy Working out makes me feel good and look good

Spending time with children and grandchild bring happiness

I don’t work out because I don’t have time

With age come wisdom, knowledge and confidence

1. How important is aging to you on a scale from 1 to 5, with 1 being the least important? Aging is not important. Aging is nothing but a number. Aging is only bad if we do not take care of our bodies. I just turned 60 in July and I feel good and I know I look good. I couldn't wait until I turned 60. It's a blessing in today's times to see this age when so many are dying young. Aging brings wisdom, knowledge and understanding that we don't have earlier in life. I welcome aging because I do it gracefully and I thank God for every day of it. " 2. Are you concerned about your current physical appearance? No way. As I stated in number one, if we take care of our bodies when we are younger our bodies will take care of us when we are older. We can be 60 without looking 70." 3. Are you worried about staying healthy as you get older? Not so much. I do expect some parts of the body to not function as well as they did maybe when I was 20 but as long as they yet function I should have no problem. I believe we can only be as healthy as we put into it." 4. Do you work out? Not like I use to. But, I do need to get back into it if want to continue to look and feel good. " 5. If yes to #4, How often and where do you workout? if no to #4, why not?# I answered no to no. 4. I use to go 5 days a week for an hour and a half. I got busy and lost focused of my exercise routine. 6. Would you say you are in good condition physically? Yes" 7. Do you think aging is something women are concerned about? Some women not all." 8. Do you think you look your age? No. I think I look younger than my age." 9. In general, what makes you happy? My children and grandchildren" 10. Do you feel sexy? Why or why not? Yes I do. I feel sexy because I still turn my husband on. I still turn heads when I dress up. I know I look good and I still got it going on. Don't hate me cause I yet got what it takes and somebody else my age don't. " 11.  How old are you? 60

RESEARCH INSIGHTS

Our Research revealed some great opportunities for, areas of weakness and allowed us to get a deeper understand o the consumer through deep insight. After analyzing the research and examining our surveys and consumer behaviors, we also found strong data that we used to form our strategies and tactics that are recommended for the rebranding of Andrea Metcalf

Insight #1:

Baby Boomers are a golden market – Women 50+ Opportunity to target an audience that is not already being demanded

•  Of the 78 million Baby Boomers that make up the 2013 U.S. population, 54% are women.(24) •  Boomer women are also making purchase decisions in the household – decisions that are estimated to be an annual rate of $20 trillion •  This population also has enormous buying and spending power – Boomers account for almost half of the total consumer demand in the U.S. •  As Andrea Metcalf enters this age bracket herself, there is immediate value that can be added to rebranding by being able to connect with these consumers emotionally, mentally and physically. Insight #2:

Rebranding should incorporate a subscription box service as this is a new trend in product discovery as revenue

Creative Notes

COMMUNICATION STRATEGY

PHILOSOPHY

Boomwell is led by celebrity fitness expert and lifestyle coach Andrea Metcalf and follows a signature lifestyle structured around the most important aspects to aging and women: mind, beauty, exercise, nutrition, sex, relationships, finance and sleep. Boomwell lifestyle combines all these to provide a way of life for aging women that helps them reach their goals and to feel sexy, confident and strong. Boomwell is all about uncovering the advantages of aging. Getting older means adapting to the changes your body goes through, and that can be more than just difficult and confusing. Boomwell is a lifestyle brand that empowers aging women to feel confident, sexy and strong during a time when those aspects of life are the hardest. Boomwell’s philosophy is centered around the belief that the rest of your life starts now! Don’t wait any longer to feel better, look sexier, or embrace the things that you always wanted to do. WHAT | BOOMWELL PHILOSOPHY WHO | AMBITIOUS & AGING WOMEN HOW | I AM CAMPAIGN, BOOMBOX WHERE | BOOMBOX, FACEBOK WHEN | 1 YEAR (SHORT TERM) & LONG TERM

BRAND POSITIONING STRATEGY | Branding Map

message

The rest of your life starts now. Signature lifestyle elements: beauty, exercise, mind, finance, nutrition, sex, relationships, and sleep will educate the advantages of growing older and teaching the importance of a balanced and healthy lifestyle

Clean, crisp refreshing, flows, attractive

sight

shapes

Circles, thin lines

Upbeat, fun, energetic (music)

sound

Fresh, organic, quenching,

taste

rituals

Celebrating yourself everyday. Always answer the Ambitiously Aging™ trademark question “I AM___” with a positive adjective

traditions

Brand will have the celebrate success stories and regularly provide educational and inspiring material for Women 55+ regarding beauty, mind, nutrition, finance, exercise sex, sleep and relationships

Natural, energetic and relaxing scents aromatherapy scents (Lemon, Eucalypts, Peppermint, Jasmine, Orange & Lavender) sandalwood, musk,

smell

symbols

The Andrea Metcalf Logo & Boomwell ™ Logo & BOOMBOX logo

Soft, Smooth, Strong

Touch/ texture

BRAND POSITIONING STRATEGY | Mood Board

Words

Positive Adjectives & Energetic, inmotion verbs (Inspired, Ambitious, Beautiful, Strong, Sexy…)

Colors

Light (soft) blue, green, grey, with purple, yellow and orange accents

Theme

Refreshed and Motivated – ambitious about starting a new chapter in life – active and wise, still sexy and fun

Fonts

Helvetica Neue Light, Helvetica Neue Ultra Light, “ “ Condensed Bold

Abstract

Sexy, simple erene yet inspiring – refreshed and energized – community, friends

Brand Name

BOOMWELL

Images

Women 50+ of all different shapes and races. Sexy and confident images Working out, participating in activities, hanging out with friends, smiling, happy, healthy

Message

A positive, purposeful, adventurous and energetic state of mind. Happy, informed and active with a sense of belonging and importance. Sexy and confident – still got it.

MOOD BOARD ASPIRING | INVIGORATING | MOTIVATED

Source: Pinterest, Google Images, DelWebb.com

CREATIVE FIELDWORLK | BRAND FAIRYTALE

Once upon a time, there lived a young and vivacious woman by the name of Angie. Angie was known around town for always having a smile on her face. Her personality was full of life and love and she showed the kindness of her heart every day by doing good deeds. As others grew older, slower, and bitter, Angie didn’t look nor feel a day over 25. People speculated and tried hard to figure out what her secret was, but they had no luck. No one could ever understand what was happening with her. Women hated her for these reasons and attempted to steal her happiness by trashing all of her “beauty” products. Her makeup, hair products and other items were gone but they could not steal her kind heart. She hadn’t used those products in years, anyway, because she no longer needed them. Her heart spoke volumes and she continued to live a long, healthy and happy life. The good deeds in the story relate our team’s good deed to woman by providing a product or service that will keep them looking and feeling young, sexy and vivacious. Also, in the story, her haters thought that they would be able to sabotage her beauty by trashing all of her beauty products. But that wasn’t the case because it wasn’t her products that kept her looking good, it was her kind heart and people couldn’t take that away from her. We want our product to have the concept of longevity – woman will always be a count on our products and no one can take it.

WHO | AMBITIOUS & AGING WOMEN Mini Survey insights We asked 13 women how they felt about a brand like Boomwell and if they would use it. We found that 60 % of the women we asked would not only use the brand but be interested in a product like Boombox. __________________________________________________________________________________________ BOOMWELLâ&#x20AC;&#x2122;S PERSONAâ&#x20AC;&#x2122;s

Karen will be 60 next year. She has been divorced for 7 years, has 3 children, the youngest of whom just turned 30, and has 2 grandchildren. Karen enjoys staying in touch with friends on Facebook, spending time with her friends while shopping and going to yoga. She makes enough money to enjoy summer vacations with her single girl friends and buys the newest cosmetic and skin care products.

Patricia just turned 51 and is recently divorced. She has two children in their early-mid twenties, who recently convinced her to join eharmony, so she has been dating. Patricia likes buying products that are organic and on salebut still enjoys being able to make expensive purchases. She runs marathons with her friends, and workouts on a regular basis.

Deborah is 65 and happily married. Her and her husband enjoy spending time with their children and grandchildren but also enjoy traveling and have recently moved to a retirement community where there are other couples that are active and energetic. Deb has a lot of friends and stays in touch with them over Facebook and email. They like talking about their own relationships- husbands and boyfriends- but also share tips on new products they like.

MEDIA STRATEGY WHAT MEDIA WILL BE USED TO THE NEW BOOMWELL BRAND WILL USED? FACEBOOK, WEBSITE AND A SUBSCIPTION BOX WILL BE USED TO PENETRATE AMBITIOUS AGING WOMEN FACEBOOOK

WEBSITE

SUBSCRIPTION BOX

MEDIA STRATEGY

FACEBOOOK

OBJECTIVES GENERATE BOOMWELL PAGE LIKES GENERATE BOOMWELL WEBSITE TRAFFIC

BOOWELL ON FACEBOOK Brand will have a Facebook profile that serves a social media platform for communication between Boomwell and its audience. To grain popularity Boomwell will invite people to like the page facebook.com

BOOMWELL AD’s ON FACEBOOK BOOMWELL will work to generate page likes and website traffic by targeting consumers through Facebook AD’s from the “I AM CAMPAIGN” “I AM’ campaign ad’s will be advertised very specifically by interests, liked categories, existing Andrea Metcalf connections and the “advanced targeting” option through Facebook to target specific demographcs facebook.com

MEDIA STRATEGY

WEBISTE

OBJECTIVE TO INCREASE AWARNESS BUT MOST IMPORTNATLY CREATE, PROMOTOE AND FLOSTER A LOAYAL AUDIENCE BOOMWELL WEBSITE WILL FEATURE ALL CONTENT ON MIND, BEAUTY, EXERCISE, NUTRITION, SEX. RELATIONSHIPS, SLEEP AND FINANCE – SERVING AS AN E-PLATFORM FOR BOOMWELL TO COMMUNICATE WITH ITS AUDIENCE ABOUT ALL THE POSTIVE ADVANTAGES OF AGING 38

MEDIA STRATEGY

OBJECTIVE A SOCIAL MEDIA PLATFORM FOR THE BRAND TO INTERACT WITH CONSUMERS BUT BUILD BRAND RELATIONSHIPS AS WELL BOOMWELL ON PINTEREST WILL PIN INFORMATION TO BOARDS THAT ARE DESIGNGED FOR EACH OF THE ELEMENTS IN THE BOOMWELL LIFESTYLE. PROFILE CAN ALSO CREATE AND EXPAND BOARDS AS THE BRAND GROWS

MEDIA STRATEGY

SUBSCRIPTION BOX

OBJECTIVE

BOOMBOX WILL WORK TO DRIVE REVENUE FOR THE BOOMWELL BRAND THE BOOMBOS WILL PROVIDE A WAY FOR BOOMWELL TO REACH IT’S AUDIENCE AND KEEP THEM LOYAL BY OFFERING OLDER WOMEN AN E-COMMERCE PLATFORM TO UNCOVER THE BEST PRODUCTS, VITAMINS AND SUPPLEMENTS THAT SUPPORT AGING

MEDIA TIMELINE

TIME First Quarter

FACEBOOK

Jan. 1 – Feb 15

Second Quarter

Tactics

images the evoke Run first round of inspiration and “I AM” campaign motivationads sexy confident women

Why

new yeas resolutions & Valentines day

Run second round of “I AM” campaign ads

Images that are fun and bright of real women

summer months

Aug. 15 – Sep.1 5

Run third round of “I AM” campaign ads

images of fit and happy women with groups and boyfriends/ husbands

fall month, lull – keep visible

Nov. 20 – Dec. 20

run fourth round of “I AM” campaign ad’s

images of women with family and friends, healthy

the the holidays

May 15 – Jul 15

Third Quarter

Fourth Quarter

TIME First Year

BOOMBOX

Tactics

Why

initiate distribution through website

Offer at $15 a month on a “in-stock” basis

until success rate is measured buy in bulk

TIME

Website

Why

On a Regular Basis Atleast once a day

Update boards, add new boards

fresh and engaging content

new yeas resolutions & Valentines day

BUDGET | ROI | TIMELINE

BUDGET

$5,000

APPROVED CASH BUDGET FROM CLIENT

FACEBOOK

$2,478

ALLOW FOR HALF OF BUDGET FOR FACEBOOK AS PROVEN THE BEST PLATFORM TO REACH AUDIENCE

BOOMBOX

$3343.41

Buy 1000 to start to measure the speed of sale, to know when to make it monthly

$5821

x $15 a box =

TOTAL

The top social media property, Facebook, reached more than 69% of all the 50+ on the Internet. Source 20 1000 x $15 a box =

$15,000

BREAKEVEN: Must sell 377 boxes ( $15 x 377 boxes = $5655)

(1.656%) ROI = $15,000 - $5646 ($9354) $5646

•  •  •

MEASURE FACEBOOK TRAFFIC THROUGH NUMBER OF CLICKS AND LIKES AND USE FACEBOOK ANALYTICS MEASURE SOCIAL MEDIA BY POPULARITY MEASURE BOOMBOX DETAILS BY HOW FAST BOXES GO 42

BUDGET | FACEBOOK, DETAILED

Facebook will be the main platform for advertising Boomwell and the “I AM” Campaign for the first 12 months. Because so many American's 50+ are on able to be reached through Facebook, and with a lower budget, this social media will serve the perfect conversation starter for Boomwell and it’s audience

The top social media property, Facebook, reached more than 69% of all the 50+ on the Internet. Source 20 Facebook Bid Type: CPC Bid: $0.59 per click Daily Budget: $10.00 = (16 clicks/ day) $10 x 365 (days) = $3,650/yr. (5,840 clicks/ year) 5,840 clicks divided by 4 (quarters) = 1460 clicks/ quarter or season) $3,650 divided by 4 (quarters)= $912.5 Q1: Jan 1 – Feb 15 (46 days) = 1,200 clicks x $0.59 = $708 ($15 /day) Q2: May 15 - July 15 (32 days) = 1000 clicks x $0.59 = $590 ($18 /day) Q3: Aug 15 – Sep 15 (32 days) = 1000 x $0.59 = $590 ($18/ day) Q4: Nov 20 – Dec 20 (38) = 1000 x $0.59 = $590 ($18/ day) TOTAL = $2,478

GEOGRPAHY Advertising on Facebook in the short term will be in just in the local Chicago area for the first 12 months. Using Andrea’s connections to local press- she will be able to inform of the Facebook campaign through media outlets!

CREATIVE STRATEGY

“I AM CAMPAIGN”

MIND + BEAUTY + FITNESS + EXERCISE + SEX + RELATIONSHIPS + FINANCE + SLEEP

I AM confident The “I AM” campaign is comes from Andrea Metcalf’s initial's = A.M. The campaign will introduces Boomwell as a brands for older women by featuring positive pictures of women in different habitats that support the areas of mind, beauty, exercise, fitness, sex, relationships, finance and sleep. 44

HOW | I AM CAMPAIGN, BOOMBOX

I AM strong

The “I AM” campaign will evoke curiosity.

CREATIVE STRATEGY - BOOMBOX

Boomer, meet BOOMBOX – a monthly subscription box exclusively for us older girls that makes aging fun and a little easier. Each month you will receive a BOOMBOX that contains 8 trial and deluxe sample sized products that you pick personally from our monthly line-up of 15-20 products that support aging. Occasionally there’s even a few extra samples or full sized products included. But BOOMBOX isn’t just about the samples. Each box also contains a mini-BOOMWELL magazine, three healthy and fun recipes and a Workout DVD - all from BOOMWELL lifestyle coach, Andrea Metcalf. With BOOMBOX, shipping is always free, you can cancel at anytime, and if you forget to pick your items that month- we will send you our favorites based your Boomer Profile! Embrace you Boomerness Monthly Subscription $15/mo. Yearly Subscription $165/mo.

CREATIVE STRATEGY - BOOMBOX

BOOMBOX HOW IT WORKS: •  $15 A MONTH (OR PER BOX) •  CUSTOMIZABLE – PURCHASERS WILL BE ABLE TO GO ONLINE TO THE BOOMWELL WEBSITE AND CHOSE 8 SAMPLE- DELUXE TRIAL SIZED PRODCUTS, FROM A LINE UP OF 20, THAT SUPPORT AGING TO BE SENT IN THEIR BOX WHATS INSIDE THE BOX: •  8 SAMPLE AND DELUXE TRIAL SIZE PRODUCTS •  3 RECIPE CARDS FROM ANDREA METCALF •  A “LID TIP” - AN INSPIRATIONAL QUOTE/ TIP ON THE INSIDE LID OF THE BOX •  MINI BOOMWELL MAG FEATURING CONTENT AND EDITORIAL THAT COVERS ALL BOOMWELL LIFESTYLE ELEMENTS, PRODUCTS THAT WE AVAILABLE FOR BOX, TIPS HOW TO USE PRODUCTS, SHORT WORKOUT BRIEFINGS AND

ADDED VALUE AND SPECIAL AMENITIES •  Limited Edition Themed BOOMBOX – Celebrity Box •  Anniversary BOOMBOX – Bigger box with full size products •  Limited Edition Holiday BOOMBOX – All of BOOMWELL’s favorit

COMPANIES FOR CONSIDERATION TO PITCH SPONSORPSHIP OF BOOMBOX PRODUCTS AstraZeneca Advil, etc. BeneFiber Metamucil BlueCross BlueShielD Hormone Replacement Therapy Supplements Philosophy products Vichy Laboratories Estee Lauder L’OCCITANE EN PROVENCE Lancôme Algenist Nuxe – paris Origins Chanel Lierac-usa

StriVectin-SD GLAMGLOW OLEHENRIKSEN Kate Sommerville La Roche-Possay Per-Fekt Clinique Rilastil Essential Oils Sabon Aveeno Aveda -(minus)417 benefit Caudalie Murad

60% of the women who took this survey said they liked the idea and would pay $15-‐$25

CREATIVE STRATEGY – BOOMBOX RESEARCH Beauty and Cosmetics Boxx Birchbox – $10/mo. or $110/yr. Glossybox – $21/mo. or 20/3mo. or $19.71/6mo. or $18.33/yr. Health, Fitness, Weight loss Boxes Bulubox - $!0/mo. Bulubox Weight Loss – $10/mo. Klutchclub Women – $18/mo. or $16/yr. (Products included range from fitness DVDS, to healthy snacks, and beauty products) True Beauty Box – $40/ every 2 mo. True Beauty Box Veganista - $30/mo. Goodebox – $16/mo. or every other month PopSugar Must Have Box – $35/mo. New Beauty Test Tube – $29.95/tube (6x a yr.) BoxyCharm Box – $21/mo. Ipsy – $10/mo. Sample Society – $15/mo. Julep Maven – $19.99/mo. Beauty Box 5 – $10/mo. 0r $8/yr. Blush Mystery Beauty Box – $24.95/mo. Wantable – $36/mo.

NON OF THESE POPULAR MONTHLY BOX SUBSCRIPTIONS ARE TARGETED OR DESIGNED SPECIFICALLY FOR WOMEN 50+

Subscription Box – United States Related Searches

Yuzen – $33/season Lip Factory – $22/mo. Nature Box – $19.99/mo. Fancy Box (!P!NK Fancy Box, Jennifer Love Hewitt Fancy Box, Coco Rocha Fancy Box, Verbal Fancy Box, Kelly Rowland) – $39/mo. Taste Guru – $25/mo. Beauty Army – $12/mo. Beauty Vault VIP – $348/yr. StarLooks Box – $15/mo. Vegan Cuts Beauty Box – $19.95/mo. One Radiant – $36/3 mo. Petit Vour – $15/mo. Saffron Rouge Inner Circle – $24.99/mo. Discover With Marta – $144/yr. (6 boxes) e.l.f. Beauty Bundle – $26.90/ every 2 mo. Green Grab Bag – $15/mo. Dottie Box – $26/mo. Scratch Monthly Mani Box – $30 Umba Box – $30/mo. Fair Treasure – $35/mo. From The Lab Box – $35.90/mo. Mugler Addict – $50/yr (4 boxes) Healthy Surprise – $39.99/mo. (Healthy snacks subscription box) Boxtera – $40/mo. (Healthy snacks subscription box)

Interest Over Time Illinois is number 4

Google Trends Seach

SUBSCRIPTION BOX’A ARE BECOMING A HUGE E-COMMERCE TREND TH ILLINOIS IS THE 4 MOST POPULAR STATE TO SEARCH FOR THEM 49

BUDGET | BOOMBOX, DETAILED

PRODUCT

QUANTITY

SIZE

PRICE

BOOMBOX

1000

9”(L) X 6 ½” (W) X 2” (D)

$2180.68

BOOMBOS MAILER/ SHIPPING BOX

1000

9”(L) X 6 ½” (W) X 2.5” (D)

$633.35

BOOMBOX STICKER LOGO

1000

1” X 3”

$303.98

BLUE TISSUE PAPER FILLER

1440 SHEETS

$225

tinyboxcompnay.com.uk 1000 box = $2180.68 MAILER 9” x 6 ½” x 2.34 globegaurdproducts.com 1000 mailers = $405 shipping & handeling = $200 tax = $28.35 TOTAL = $633.35 vistaprint.com 1000 “BOOMBOX” stickers = $303.98 jampaper.com orange tissue paper (1440 sheets) (filler) $225 50

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