BEST Sales Pitch {IMP} Integrated marketing exposes the message (s) across all marketing /sales channels, which keeps customers engaged and interested.
A local restaurant, Eatz by Design, approached Mustang News in November 2013. They asked if we could help them increase their student business. So we developed an integrated marketing plan {IMP}. The IMP is our 360 approach to establish brand awareness, create buzz and ultimately build a strong customer base for Eatz by Design. The campaign includes, a social media/ instagram contest, direct mail outreach, on-campus outreach, and a print, digital and social ad campaign.
Target Audience = male & female college students between the ages of 20 - 23, primarily upperclassmen. Reasoning: These students are not only focused on being successful in the classroom and at work, but they’re at the stage in their life where they want to be living a healthy lifestyle. They are making choices that help them feel better and more confident about themselves. We believe focusing on an older audience will be crucial to the success of this campaign. Sophomores, juniors and seniors are well adjusted to college life and have greater mobility and interests that take them off campus. They are interested in fully experiencing what San Luis Obispo has to offer now that they’ve moved off campus.
Design Concept = The idea behind the design concept, is to connect with the target audience in a visually stimulating and appealing manner. In the first phase, our design approach is to use compelling quotes that are androgynously, yet artfully set, using typography as the medium. The second phase of the design brings Eatz to the forefront of the visual communications. Elements include stark backgrounds, coupled with two distinctly different layouts centering around food.
In closing we were able to work with-in the allotted budget, bringing in $3,344 of new revenue. Please review the condensed plan for further information. Š Mustang Media Group, 2013
Eatz by Design | Winter 2014 Marketing Campaign Proposal December 11, 2013 Prepared By: Erika Castorena Taylor Riley
THE CONCEPT NEVER → directly sell Eatz by Design ALWAYS → build brand awareness & create buzz EXECUTE → a marketing campaign that works CREATE → compelling visuals HOW → by taking the AIDA approach
KEY MESSAGING
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A I D A
HELLO! Thank you for giving Mustang Media Group the opportunity to help expand your business to the students of the Cal Poly community. With our “Learn by Doing” attitudes, we are excited to take our skills learned in the classroom as well as in the Mustang News office to new heights. We at Mustang Media Group appreciate your continuing support and look forward to working with you in the New Year.
attention interest desire action
New Year - New You in 2014 Motivational - Making Good Choices Lifestyle - Feeling Good, Feels Good
© Mustang Media Group, 2013
INSPIRATION BOARDS design concepts (phase one)
INSPIRATION BOARDS design concepts (phase two)
Š Mustang Media Group, 2013
EXECUTION PHASE
DELIVERABLES PHASE
Phase one is set to take place once students are back from Winter Break in January - beginning January 13, lasting through January 24.
Designed & Printed Promotional Assets - 2-3 rotating visual communications - Contest teasers - “stay tuned for what’s coming” - blurbs to build suspense - Direct mail—local addresses, 2 total (each sent 10 days apart) - UU hour booth - Chalking—common walkways, easily visible - Sandwich Boards - Stickers /Coffee sleeves - Inserts in paper - Magnets in gym and lockers throughout campus - Ads for online / print / social / app (to match direct mail creative) - Email blast - Menu guide
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The intention is to capitalize on the “get in shape” New Year’s resolutions craze. The messages and designs used in phase one, will play on the overarching theme of being healthy and the “New Year, New Me” mentality. The promotional tools will include compelling quotes that men and women can each identify with. Eatz will be subtly mentioned -along the lines of brought to you by or sponsored by Eatz - at the bottom of each collateral piece. This approach uses the suggestive selling concept and it builds credibility, awareness and interest. Please see the following page for promotional details.
EXECUTION PHASE th
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Begins January 27 in conjunction with the release of the Menu Guide, and lasts through February 28th . In phase two, Eatz moves to the forefront of the marketing materials and messaging. Simultaneously the instagram contest launches. The messages are tweaked to be motivational and sustaining, with intentions to help students remember that feeling good feels good. Visually, we start to focus on the food itself and use food photography to draw our audiences’ attention to “design your own food” and the fact that healthy food can still be delicious. The contest prize is, free lunch, once a week, for an entire year. Rules and Regulations for the contest are made available on the Eatz by Design Facebook page. Specific hashtags are introduced for contest control. The promotion will drive traffic to the Eatz social media sights and to the main webpage. ** With the contest launch, online and print advertising becomes important. Mustang Media Group will introduce the tile ad on the Mustang News app, side tile ad on mustangnews.net, sponsored posts in interactive stories, plus Facebook posts and tweets for the month. We recommend running eighth page color print ads in the newspaper up to twice a week with rotating creative, matching the rest of the materials. All other on-campus promotions are changed out at this point and two new direct mail pieces are sent out.
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DELIVERABLES PHASE
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Execution
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Contest rules & reg Launch contest Change out all on-campus collateral Announce winner on March 3 - print & digital
Designed & Printed Promotional Assets
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Visuals change from quotes to food imagery
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Creating your own meals Hero shots (see inspiration boards)
New creative and launch of : posters, chalking, sandwich boards, direct mail, print / online / social / mobile
© Mustang Media Group, 2013
BUDGET TIMELINE IN-HOUSE COSTS: {fees include design & marketing} Run January 13 - March 3 Digital & Social Ads: $1400 Tile app ad Side tile website ad Facebook posts & tweets (3x a week) Sponsored story x2 Offer ad Print Ads Mustang News: $1880 8/ eighth-page color ads Inserts: $900 2/ 6000 inserts {includes printing} Posters: $172 2/ 250 full-color posters Cost: $4352 20% discount = $3481
Approval: December 18 First Round Designs: January 2 - January 10 Direct mail piece 1: mailed out week of January 13 Direct mail piece 2: mailed out January 24 On-campus promos: launch January 13 - January 24 Launch Instagram contest: January 27 Campaign management: January, 27 - February 28 Direct Mail piece 3: mailed out February 5 Direct Mail piece 4: mailed out February19 Winner announced: March 3 (winner must be a student) AD DATES Digital & Social Ads: January 24 - March 3 Print Ads Mustang News: January: 23, 27 February: 6, 13, 20, 24, 27 March: 3 Inserts: January 16: promoting campaign February 3: promoting contest launch
Outsourced Fees: see attached, plus 5% Run January 13 - March 3 Š Mustang Media Group, 2013