Faith Bennett Brittany Boven Malissa Kelsey Christina Weeks
Situation Analysis
Historical Context Industry Analysis Market Analysis Competitive Analysis
Objectives Quantitative Benchmarks January 2012 increased 1,000 residents Measurements for Success New Resident Questionnaire Postcard to Students (mention networks) Signup for Twitter Discounts with text message Shopping Spree Specified time frame August-September & April-May Weekends & Specific Vendors Thanksgiving/Christmas
Budgeting Advertising on Myspace.com- $0.51 per click Myspace.com blogger- $.10 per comment Rent.com- Pay $12 for every contact from their site Photographer- between $50-$250 per event Videographer- $50-$250 per event Radio Ads $40 for 30 second ad during drive time (7-8AM, 5-7 PM) $10-15 for non drive times
Estimated Price Radio (drive time) $40 Radio (Non-drive time) $10 Myspace Ads $0.51 Photographer $200 Videographer $200 Rent.com Ads $12 Myspace Blogger $0.10 Ad type
Estimated usage Total 200 $8,000 500 $5,000 1,000 $510 24 $4,800 24 $4,800 100 $1,200 10,000 $1,000 Total Budget $25,310
Strategic Plan Persuade consumers through the use of testimonial ads Situate the brand socially by using slice of life ads Define the brand image using image ads Competition in Atlanta and Savannah Macon fills a niche market
Copy Strategy Objective Methods “Downtown Macon: Work, Play, Live.� Testimonials Slice-of-life ads Be innovative/think outside the box
Media Plan
Ad placement Radio College papers Magazine Web
Target audience
Integrated Brand Promotion Opt-in texting Twitter Newtown hosts events Partnerships to lower costs Contest drawings to help measure progress Mailings Brochure with panel emphasis Placement
Evaluation Communications test Target market views ad
Recognition Test Target market recognizes
Direct Response Testing Target market responds
Questions?