MEDIA PLAN
FEBRUARY 19th -足 DECEMBER 24th
table of contents The FootTap Family Meet the Members.............................................................................................................5 Campaign Scope........................................................................................................................7 Objectives....................................................................................................................................8 Situation Analysis Brand Profile......................................................................................................................10 Target Profile....................................................................................................................11 Geographic Profile...........................................................................................................14 Competitors........................................................................................................................16 Industry Analysis..............................................................................................................18 SWOT..................................................................................................................................19 Media Vision............................................................................................................................20 Media Insights.........................................................................................................................22 Media Recommendations Community Outreach......................................................................................................23 “A New Member of the Family”...................................................................................24 “Dog Days of Summer”..................................................................................................26
table of contents (cont.) “From Pumpkins and Poinsettias to Pussycats and Puppies”................................28 Continuous & Cost-free Media Efforts.......................................................................30 Media Menu............................................................................................................................31 Budget......................................................................................................................................33 MediaTimeline.......................................................................................................................35 The Bottom Line...................................................................................................................36 Appendix.................................................................................................................................38
4
the foottap family CLAIRE BATTAFARANO is an advertising major, trying to become a public relations major, who just really doesn’t know what she wants to be. When Claire isn’t puzzling over what the future may hold, she enjoys taking unsuspecting groups of prospective students on tours around the UT campus. Claire always looks forward to her visits back home to San Antonio where she can engage in her favorite, and most strenuous chal- lenge of “Catch the Boris,” in which she chases her Australian Cattle dog around the back yard trying to catch him.
BRITTANY is an advertising major hailing from Houston who is living and loving life
in Austin, Texas. Brittany is a new pet parent of a Labrador Retriever, Tucker, and she loves to go to the nearby empty golf course and tucker him out! Brittany is planning to finish her Bachelor’s degree in the Media program of Texas Advertising and looks forward to what the future holds for her. When she’s not running her Lab ragged, working on school, or working at her restaurant job, Brittany likes to relax with her family and friends over a good weekend BBQ.
DANNY BARAJAS is a born and bred Texan. This old dog truly is “Man’s Best Friend.” Danny brings more than just his good looks to FootTap Media; he comes equipped with an un- derstanding of the real world and his enthusiasm to excel. Throw him a bone and he’ll produce you a diamond. In this cut throat advertising industry, you need someone that will bite first and bark loud. He is excited to be working on the Tomlinson’s account so he could play with the bun- nies. Wanting to remain close to the Tomlinson’s family, Danny is currently arranged to wed ad- vertising student Kate Click, granddaughter of Tomlinson’s owner.
5
the foottap family (cont.) KELLY COONAN is a second year advertising and business foundations student from Keller, Texas - a town so suburban it was listed on Money Magazines 10 best places to live. As a former Sonic carhop and lover of contact sports, Kelly aspires to one day become a roller derby girl. Un- til that glorious day, she passes the time interning at Audience Generation, a small advertising agency in Austin. In her free time, she enjoys cooking, drinking unhealthy volumes of coffee, and dancing like a spastic two-year-old.
PAT WHITE is a third-year advertising and spanish linguistics major. A native Houstonian with two past summers spent in New York and Los Angeles, he’s brought his big city life to the small town feel of Austin. With two internships under his belt, he’s ready to have fun and get work done. Whether he’s lounging with his puppy, Grace, or off galavanting into new advertising adventures - he’s always able to make a situation hilariously awkward.
TABITHA FIERRO, a.k.a. Tabby Cat, is a Public Relations major at the University of
6
Texas at Austin. Even though advertising isn’t her cup of tea she has acquired a taste for it. When she isn’t balancing school, work, and her non-existent social life, she enjoys wearing herself out by running a ridiculous amount of miles continuously. The college life is coming to an end for this senior gal. She hopes to live the young professional life while working with a public relations agency here in Austin when she graduates.
campaign scope WHEN T.R. Tomlinson started a chick hatchery, he could never have realized the success and longevity that the store would maintain well into the 21st cen- tury. From a chick hatchery, the store grew into a feed and livestock supply store, and then later a specialty pet supply store. Tomlinson’s has experienced the evolution of the pet store personally and has remained successful in the Austin metro area through the years. FootTap Media has developed a plan to translate this success from Austin to the Chapel Hill area in North Carolina. With our suggested media strategy, Tomlinson’s will tap into the local families, couples, and pet parents that value a quality relationship. This is a relationship that Tomlinson’s builds with each and every family friend. Kicking off our campaign on February 19th and continuing until December 24th, we will set in place three flight plans coupled with continuous online presence to convert $85,000 into useful exposure for the Tomlinson’s brand name. The three flight plans are placed in each season of the new year for the store in Chapel Hill, with a grand opening, summer, and holiday season flights. FootTap’s plan centers the Tomlinson’s name and family in the community as a valuable and connected business.
7
our  objectives marketing t5P EFUFSNJOF B HPPE VOEFSTUBOEJOH PG UIF OFX 5PNMJOTPO T USBEF area with the new NC test market. t5P BDIJFWF BO BWFSBHF PG WJTJUT FBDI EBZ PS FBDI week. t5P QSPNPUF TFSWJDFT BCPWF BOE CFZPOE TJNQMF TBMFT XIJDI XJMM FTUBClish Tomlinson’s as one of the top three competitors within the marketplace by end of year one [based on sales].
8
ADVERTISING
t5P BDIJFWF B BXBSFOFTT PG UIF 5PNMJOTPO T OBNF BOE CBTJD QSPEuct offerings across the recommended target[s] in the determined trade area and surroundings. t5P BDIJFWF B LOPXMFEHF PG UIF 5PNMJOTPO T MPDBUJPO BDSPTT UIF recommended target[s] in the determined trade area and surroundings. t5P TVDDFTTGVMMZ TVQQPSU UXP MPDBM QSPNPUJPOT FTUBCMJTIJOH BU MFBTU one of these promotions as a long-term tool for future Tomlinson’s ef-
9
brand profile TOMLINSON’S tfocuses on selling premium pet food and supplies and maintaining a “family” of store managers and staff who are knowledgeable and experienced in many areas of pet nutrition and care. Tomlinson’s stores still carry a small quantity of livestock feed to meet the needs of some of their older friends and customers, but now primarily deal in domestic pet products. The staff at Tomlinson’s are dedicated to seeing that their stores provide personal attention and friendly service to their valued customers - both old and new - by providing the best available all natural pet foods as well as quality pet toys, supplies, and accessories. Tomlinson’s specializes in holistic, raw, and all natural pet foods, as well as a large variety of treats, supplements, and supplies for every one of your furry family members.
target profile How do THE COFFEYS fit into the Tomlinsons Family? Based on our research, we found that younger married couples without kids are very likely to own pets. Because these couples do not have kids, they introduce pets as a part of the family. In addition to the high quality products these couples demand, Tomlinson’s can provide them with the feeling of a family through the close knit community it offers.
MEET BETHANY & JAKE Coffey. Bethany and Jake are in their mid thirties and have no children, but they do have a cat named Stevens. Jake works as a freelance graphic designer, while Bethany works as a certified nurses assistant leaving them with a modest income ($67,000). In their free time, the two are quite social; they enjoy eat- ing out and attending cocktail parties, theatre shows, and concerts with their friends. Although the Coffeys spend little time at home, they try to create a homey environment. When not engaging in social activities, they like to cook and pretend to be foodies and wine experts as they roam the aisles of the Weaver Street Market or Whole Foods. Sometimes Bethany even throws on an apron and pretends to be domestic. They treat Stevens as a part of the family, even going so far as to include him (dressed in reindeer ears) in their Christmas card.
target profile (cont.) MEET CHRISTINE Christianson, a 45 year old mother of two preteens. Chris- tine works full time as a Human Resourc- es Manager at a pharmaceutical company while her husband, David works in ad- missions at UNC. Because of the two steady incomes, the Christianson family enjoys financial security. The family has always enjoyed going on bike rides, shoot- ing hoops outside, and going to the park, but currently the kids are feigning am- bivalence. Christine wakes up early every morning to go on a run with the family dog, Old Greg, or go to yoga class. Secretly, Christine wants to take Greg to a doga (dog yoga) class, but thinks that doing so would result in endless teasing by Dave. Because of this busy schedule, Christine does most of her shopping at Target or Food Lion and is content to buy Greg’s food there.
How does CHRISTINE fit into the Tomlinsons Family? Our research shows that married, middle aged par- ents are significantly more likely to own pets, and that those who do own pets are much more active. Ad- ditionally, the wives in these more traditional fami- lies do the majority of the shopping. Although these women likely purchase their pet supplies on the basis of convenience, Tomlinson’s can offer a family experi- ence that a trip to the grocery store cannot.
target profile (cont.) MEET LIZZY, a twenty-one year-old psychology student at UNC and the philanthropy chair of Delta Delta Delta. Lizzy recently managed to convince her parents that owning a dog would help her to become more responsible and received a chihuahua - who she later named Snookie - as a Christmas gift. The majority of Lizzy’s bills are paid for by her parents who want Lizzy to concentrate solely on her studies and responsibilities to the sorority. After watching Food Inc. for her documentary film class, Lizzy became slightly obsessed with eating only organic foods, a cost which she passed on to her parents. Of course, Lizzy wants the best food possible for Snookie as well. She currently buys most of Snookie’s food while grocery shopping at Whole Foods. Occasionally she likes to go to Phydeaux with Snookie, her sorority sisters, and their dogs to hang out and buy pet supplies.
How does Lizzy fit into the Tomlinsons Family? After polling UNC Chapel Hill students, we discov- ered that owning a dog is a trend among sorority girls. This market’s tendency to have their parent’s disposable income makes them more likely to pur- chase Tomlinson’s more expensive, but higher quality offerings. Tomlinson’s community atmosphere and social shopping experience make Tomlinson’s a per- fect destination for Lizzy and her friends.
geographic profile CHAPEL HILL, NC Chapel Hill, NC - located in the southeast corner of Orange County - is home to approximately 55,000 people . This area has historically been politically liberal and boasts a vibrant music scene. This town has been named among America’s Top 25 Arts Destinations according to Ameri- canStyle Magazine (September 2010), Top 10 Best Places to Raise Kids (Business Week November 2009), and a number of other awards. The town is centered around the University of North Carolina at Chapel Hill, which enrolls roughly 29,000 students.
CARRBORO, NC With a population of around 18,000, this small town is part of the Dur- ham-Chapel Hill metropolitan and is home to many potential Tomlin- son’s customers. Like Chapel Hill, Carrboro thrives on the arts, hosting the Carrboro Music Festival, West End Poetry Poetry Festival, and the Carrboro Farmer’s Market. Many residents commute to their jobs in nearby cities with only 13% of workers actually staying in Carrboro.
FOOTTAP MEDIA is no stranger to a city based in this type of environment. The similari- ties between the Chapel Hill area and Austin are uncanny. Despite the population difference, Tom- linson’s will not be out of their element with their future presence in Chapel Hill. Moving to this college-based, art heavy, liberal town would yield a familiar environment. Because of this FootTap Media approves the decision to move to 412 W. Franklin St. Chapel Hill, NC.
geographic profile (cont.) AUSTIN, TX
CHAPEL HILL, NC
Population: 746,835 County: Travis County Male: 52.2% Female: 47.8% Median Age: 31.4 years Median Household Income: $51,372 Major Attractions: Barton Springs Pool, Austin City Limits Festival, SXSW, Frank Erwin Center, Bob Bullock Texas State History Museum
Population: 54,492 County: Orange County Male: 45.1% Female: 54.9% Median Age: 24.0 years Median income/household: $51,690 Major Attractions: Jewish Heritage Foundation of North Carolina, Ackland Art Museum, Chapel Hill Museum, Blue Heaven the Carolina Basketball Museum, Piedmont Wild- life Center Administration, Happy Life Club, Cole Travel.
CARRBORO, NC Population: 18,162 County: Orange County Male: 48.6% Female: 51.4% Median Age: 28.1 years Median income/household: $43,036
competitor profile food, beds, and crates. According to re- views, customers of Phydeaux are very loyal and pleased with their products and service from Phydeaux. Address: 400-A1 South Elliott Rd.
PRIMARY COMPETITORS PHYDEAUX
Phydeaux is the pri- mary local competitor to Tom- linson’s Pet Feed and Supply. Located in Chapel Hill, Phydeaux’s mission is to provide high qual- ity products, food, and supplies for dogs, cats, birds, and small animals. They value health and natural ingredients in their food selections for pets, and do not supply many main-stream food brands because of fillers. Other products they sell include, but are not limited to treats, toys, grooming supplies, cleaning supplies, litter, bedding, collars, leashes, supplements,
BARNES SUPPLY CO. Barnes Supply sells pet supplies, exotic pet food and supplies, lawn- care products, and pottery items. They also rent gardening equip- ment, distribute pet food to stores and kennels across the state and supply local laboratories with pet food. Barnes Supply also supplies state and local labs with feed and bedding. Barnes Supply’s second owner; Gary George, has replaced hardware supplies
such as nails, nuts and bolts from the store’s early days with contemporary garden sculptures, birdhouses and pet supplies - items typically found in spe- cialty boutiques and gift catalogues. Address: 774 9th Street, Durham, NC
competitor profile (cont.) SECONDARY COMPETITORS Tomlinson’s secondary competitors can be broken down into local franchises of national pet stores, national re- tail stores and grocery stores.
LOCAL franchises PETCO Animal Supplies, Inc and PetSmart, Inc are the top spe- cialty retailers that account for a large portion of the industry market share. PetSmart offers in-store boarding facilities, groom- ing services, and pet training. Products that are sold here include pet food, supplies, grooming prod- ucts, toys, vitamins, small pets such as fish, birds and other small animals and veterinary supplies. In 2002, PetSmart launched its pet boarding and day care service with 24-hour care, veterinarian ser- vices, living quarters and daily nutrition care called PetsHotel. PETCO, the second largest pet supply retailer, has locations in all 50 US states and has a
wide range of products that include pet food, collars, grooming products, toys and pet houses. The company’s success can be attributed to the their ability to make shopping fun and interesting with their destination-shopping experiences. These competitors will continue to experience growth in the upcoming fiscal years.
offer the consumer the conve- nience of buying their pet sup- plies while doing other shopping as well as a lower price point.
Local Grocery Stores & Retailers
Target Walmart Food Lion Weaver Street SECONDARY competitors include big- Harris Teeter box retailers such as Target and Walmart Whole Foods as well as grocery stores. These companies offer a wide range of products for its cus- tomers which entail pet supplies. Many of these stores have utilized this market by introducing their own private label brands which have allowed them to take more control over this segment. These stores
industry analysis ACCORDING to the American Pet Products Association, pet ownership is on the rise, with 62% of American households currently owning a pet. The year after year steady growth of pet ownership in the US has helped the pet store industry to remained strong in the current global economy, unlike many other industries to- day. Pet-store revenue is expected to grow to $13.6 billion dollars in revenue in 2011, which marks a 3.2% increase. The break-up of revenue by services shows that pet food makes up a strong majority in revenue, ac- counting for 52.5%, which is approximately $7.1 billion dollars in revenue. Pet owners have extended recent ecologically-friendly trends and health consciousness to their animals, which makes up 30.6% of revenue. Following pet supplies is pet services at 10.2% of revenue and live animal sales at 6.6%.
Revenue $ Million
Growth %
PETCO Animal Supplies and Petsmart Inc., the two
largest competitors in the pet store industry, take up a large 51% of the market share. In the past couple years, PetSmart’s sales revenue has rose by 10.4% which can be attributed to over 100 new store openings and its variety of pet products and services. With this in mind, smaller suppliers like Tomlinson’s must differentiate themselves with outstanding and knowledgeable customer service, premium products, and competitive prices to survive in the market. An increase in the pet population, combined with inter- ests in holistic and natural pet food and supplies promise to drive revenue growth, but companies must remain competitive in this market to survive. 1997
9,273.00
N/A
1998
9,418.00
1.6
1999
9,515.00
1
2000
9,839.00
3.4
2001
9,609.00
-2.3
2002
9,720.00
1.2
2003
10,216.00
5.1
2004
10,789.00
5.6
2005
11,422.00
5.9
2006
12,074.00
5.7
2007
12,549.00
3.9
2008
12,876.00
2.6
2009
13,146.10
2.1
2010
13,567.00
3.2
swot analysis STRENGTHS
WEAKNESSES
Loyal Customers Personal Relationships (w/customers) Great Deals Many locations Good, up to date website Good city presence (e.g. involved with vet clinics) “Pet Club” option bird & small animal sales all holistic and natural foods
Too narrow of a target market Exclusive framing of products Expensive Specialty store is less convenient
OPPORTUNITIES Online buying Good economy (increase in sales) Diverse consumer group Animal Shelter relationships UNC students Good location in Chapel Hill (near campus & park) Small town “word of mouth” spreads quickly
THREATS Chain pet supplies stores (Petsmart, PetCo) Grocery stores and big box retailers appeal to convenience shoppers Bad economy (decrease sales) Introduction to new, unfamiliar DMA Rivalry with established mom-and-pop petstores (e.g. Phydeaux)
media vision
Creating a Family
Because Tomlinson’s holds family and community values in high regard, we realize the importance of having not only a presence in the commu- nity but also a relationship with it. Tomlinson’s can forge the greatest re- lationships by starting from the dog up. By establishing relationships with community partners through events, venues and shelters, Tomlinson’s will be there for every stage of the animals’ life — from their first steps on the shelter grounds, to the joyous day of their adoption, and continuing into the long life with their family.
community outreach A key to success for Tomlinson’s will be to create a special place in the com- munity for their unique store. By partnering up and creating a relationship with local shelters and animal rights organizations, Tomlinson’s will create longevity for their store within the community. These relationships will lead to loyal customers, supporters, and friendships. Factors of these relationships include adoption bags, distribution of information, and later in the year an event sponsorship.
PAWS4EVER
IN 1962 the establishment of Paws4Ever was known as the An- imal Protection Society (APS) of Chapel Hill. Only ten years later the APS of Chapel Hill became not-for-profit charitable organization. Forty-three years after establishment the APS of Chapel Hill renamed it- self as Paws4Ever to better reflect its current mission and programs. Paws4Ever serves the community by working with rescue groups, churches, other animals shelters, and organizations to educate the public about human treatment and care of animals, providing veterinary care such as low cost spay/neuter procedures and vaccinations, sheltering and promoting adoption of their animals through the Paw- s4Ever Adoption Center, and offering training programs for dogs and their owners. Paws4Ever even owns a dog
park, which can be used 365 days a year for Dog Park members at an annual fee of $50.
ORANGE COUNTY’S ANIMAL SERVICES CENTER
RECENTLY opened in 2005, Orange County’s Animal Services Center has animals available for adoption and are partners with area rescue organiza- tions to help find homes for as many animals as possible. Orange County’s Animal Services Center also offers low cost rabies shots and spay/neuter programs, and shelters animals that are lost or searching for a happy home. Because the Animal Services Center takes in over 3000 animals a year, dona- tions of food, pet accessories (such as collars) and other necessities are greatly needed and appreciated in order to keep the shelter running smoothly and to help find homes for pets for many years to come.
ANIMAL PROTECTION SOCIETY OF DURHAM
LOCATED just a thirty minute drive away of
Tomlinson’s in Chapel Hill, the Animal Protection Society (APS) of Durham has been sheltering Dur- ham’s animals since 1970. In addition to providing these animals with the care they need, APS educates the community on humane care, promotes spay and neuter programs, and finds suitable adoptive homes for the animals in their care. Not only does APS rely on county funding, but it’s continuing success depends on donations from humanitarian individuals and companies to house, feed, and provide medical attention to the nearly 7000 surrendered and abused animals entrusted in their care.
flight no.1 "A NEW MEMBER TO THE FAMILY"
pageant which will allow one lucky win- ness and visibility of the new Tom- ner to become the face of Tomlinson’s linson’s location within the college- TOMLINSON’S will introduce itself in North Carolina. These festivities will aged demographic in Chapel Hill. and its family into the Chapel Hill market serve to create publicity and establish through it’s first media flight. With most of Tomlinson’s as a part of the community. RADIO: the budget focusing on this first flight, this During the week prior to and week plan will create visibility and awareness for of the Grand opening, 200 total the grand opening. Online media advertis- NEWSPAPER: points of AMD will be bought in ing will begin for the year and offline media Three 1/8 page ads per week will be placed in the Chapel Hill News for the the Adults 18-49 demographic in will be the heaviest in the weeks prior to and during the week of the grand opening. two weeks prior to the Grand Opening, order to reach all of our target con- as well as the week of the Grand sumers as Opening. These ads aim to inform they drive ALTERNATIVE and excite the Chapel Hill News to work Grand Opening: The readers of the grand opening for or school. majority of our ad- our new Tomlinson’s store on These ads vertising will serve to Franklin street. will reach create awareness of Three 1/8 page ads per week will the entire and bring customers be placed in the Daily Tarheel for Raleigh-Dur- into our grand open- the week prior to and week of the ham DMA, ing celebration. The grand opening will fea- Grand Opening to create aware- ture pet adoptions, freebies, and a pet beauty
flight no.1 (cont.) complementing the local print ads.
ONLINE:
Facebook: Low-cost Facebook Advertisements targeted to those OOH: who like subjects such as “cats”, “pets”, “playing with my dog”, A Tomlinson’s billboard will be placed in Durham during and other pet related items. This will be a great way to direct the first flight will target commuters for 30 days, two weeks our younger targets to the fantastic Tom- before the grand opening, and two weeks after. Because the linson’s web page and Facebook page, where majority of employed residents in Chapel Hill and Carborro they can learn of the grand opening festivi- commute out of the city for work, our billboard will be an ties. These ads will begin two weeks prior to effective way to reach our target consumers. our opening and remain through the end of the flight to continue generating traffic.
DIRECT MAIL:
Indy Week: During the two 14,000 postcard pieces will be sent out to residents on a weeks prior to and dur- list of Chapel Hill area pet owners the week of our grand ing the week of our grand opening we will opening. These pieces will include a cou- pon in addition to informing the recipients place a wide sky ad on Indyweek.com which about Tomlinson’s and its grand opening. will rotate with up to five other ads. Indyweek is the website of the local independent newspaper. The newspaper attracts a young, affluent readership of 191,600. Of the 191,600 read- ers, 83,700 own dogs and 57,200 own cats. We assume that the website generates roughly the same demographics, making Indyweek.com the perfect medium to attract our targets, espe- cially those similar to the Coffeys.
flight no.2 "THE DOG DAYS OF SUMMER" TOMLINSON’S second flight will occur in the weeks leading up to and during the sum- mer. This will be to keep the Tomlinson’s name constantly in the minds of the con- sumer during the summer, when pets and owners alike enjoy the outdoors. The mobile application will be released, and our park in- stallations will debut during this flight. Be- cause the UNC student population is largely absent from the Chapel Hill market for the summer, Tomlinson’s will shift its focus for this time to its other target consumers.
INTERNET:
IndyWeek.com: Ads will once again be placed on IndyWeek.com during the first two weeks of each summer month. This will keep the brand relevant to these readers without tiring the message.
Facebook: Tomlinson’s will place low- cost Facebook advertisements targeted to those who like subjects such as “cats”, “pets”, “playing with my dog”, and other pet related items. This will be an ef- ficient and cost effective way to keep younger demographics aware of Tom- linson’s resources online, like it’s web page and Facebook page. These ads will begin the last two weeks of August in preparation for back-to-school season.
OOH: Billboard: A billboard ad will be present during the month of June to keep Tom- linson’s name in the minds of the con- sumers that continue to commute and live in the Chapel Hill area. This is an important effort as college students head home for the summer months.
flight no.2 (cont.) ALTERNATIVE: Park Installations: During the summer months, dog owners vis- it dog parks much more often, especially in the sunny south- east United States. Tomlinson’s new location is only 2 miles away from a popular local dog park, where a huge opportunity lies to contact one of our key demographics. The family who is spending quality outdoor time with their dogs can come in contact with a sign or other park installation for Tomlin- son’s in this environment. One of the ideas for a park installa- tion would be Doggie Clean-Up bags to be placed in bag holders around the park. Because one of the laws in Chapel Hill is to pick up after your dog, this could be anoth-
Another park installation will be the placement of paw prints on walking paths which will lead dog park attendees to the Tomlinson’s store, which is only blocks away. Other options include giant fire hydrants placed in the park and doggie water bowls. We set aside $4,000 in order to pay for city permits and any fees we will incur.
flight no.3 TOMLINSON’S third and final media flight will occur from the week before our sponsored event, the Walk for Animal Pro- tection, all the way through the Christmas holidays. The flight will last three weeks and focus on the time of year when pets and families spend quality time together for the holidays. A large chunk of our alterna- tive budget will go towards sponsoring the event and holding a table there for partici- pants to meet the family at Tomlinson’s Pet Supply. Following that, online media will continue through the month of December for a strong finish for the end of the year.
PRINT: Chapel Hill Newspaper: Three 1/8 page ads per week will be placed in the Chapel Hill News for the two weeks prior to the Walk for Animal Protection. These ads aim to in- form and excite the Chapel Hill News read-
"FROM PUMPKINS AND POINSETTAS TO PUSSYCATS AND POOCHES" ers of the Paws4Ever organization walk for animal protection awareness. This will also serve to bolster the attendance of the walk, and therefore exposure to the Tomlinson’s brand name. Tarheel: Three 1/8 page ads per week will be placed in the Daily Tarheel for the two weeks prior to the Paws4Ever Walk. These ads in the college news- paper will attract college students and their pets to participate in the Walk on November 5th, where they will see the Tomlinson’s sponsorship and table.
DIRECT MAIL: Direct mail will make another ap- pearance in the third flight as the pet walk approaches. These direct mail pieces will target the families around the Chapel Hill market in- viting them to take part in the event as well as providing a Tomlinson’s coupon.
flight no.3 (cont.) INTERNET: Facebook: The low-cost Facebook advertisements which began in the back to school season are continuing their influence in this flight through the end of the year. IndyWeek.com: Ads will be placed on IndyWeek.com during the last two weeks of October leading up to the Paws4Ever Pet Walk. This will al- low Tomlinson’s to get its name recognized with event and the commu- nity. There will also be a placement the four weeks leading up to Christ- mas.
ALTERNATIVE: Pet Walk: On November 5th, 2011, Paws4Ever will be holding its 6th annual Walk for Annual Protection. Tomlinson’s Pet supply will aim to be a primary sponsor of this walk to position itself as a caring and in- volved member of the Chapel Hill community. In addition to sponsor- ing, Tomlinson’s will set up a vending table in order to sell some mer- chandise as well as give away some freebies for the pets and walkers. When participants see Tomlinson’s as a sponsor and tabling organiza- tion, we will be one step closer to meeting our media vision of becom- ing a valued member of Chapel Hill.
continuous & cost-free CONTINUOUS EFFORTS
Facebook App: In order to invite Facebook users to interact with
the brand, We will create a Facebook application on the Tomlin- son’s page which will consist of a quiz. The quiz will ask users about their pets and then offer suggestions for which Tomlinson’s products would be best suited for their pet’s needs. People who take the quiz will then become familiar with Tomlinson’s offerings and be more likely to visit the store. This ap- plication could be implemented on the website as well. SEM:We will maintain low, but steady ex- penditures with a maximum budget of $25 per day on SEM throughout the entire campaign. We chose to bid on general keywords, such as “holistic pet food”, “natural pet food”, “organic pet food”, and “chapel hill pet store” in order to attract people who have never heard of Tomlinson’s and are actively searching for a pet store. The average CPC for our chosen keywords was approximately $1.75 TriangleMom2Mom.com: The ads placed on TriangleMom2Mom.com will have a continuous flight schedule throughout the campaign. This
will allow Tomlinson’s to target one of its greater consumers, mothers, and keep the brand in their minds throughout the year. Adoption Bags: In order to create a strong relationship with new pet own- ers, one local promotion will have Tomlinson’s distributing Adoption Bags to new pet adopters by partnering with local animal shelters. Tak- ing advantage of Tomlinson’s established Bag Stuff Wednesday promo- tion, new pet owners will receive the discount bag via the local shelters containing pet specific information packets as well as a free sample of pet food or perhaps a toy. In addition to creating a relationship during this happy and momentous event, the free discount bag will encourage these pet owners to visit Tomlinson’s to get their discounted goods. This rela- tionship with local adoption shelters will last through the remainder of the marketing effort.
Cost-Free Efforts Groupon.com: We will contact a representative from the Raleigh-Durham division of Groupon.com and arrange the sale of a Tomlinson’s Grou- pon. This effort will have no media placement costs. Our Groupon will offer a discount on Pet Food and will raise awareness of the Tomlinson’s brand to all Groupon subscribers in the area. Though Tomlinson’s will have to offer a severe discount for the Groupon, the brand awareness and increased traffic will be more than worth it. SEO: We will ensure that Tomlinson’s website is filled with SEO rich keywords, especially those that refer to its new location in Chapel Hill. This will ensure that Tomlinson’s is the first thing consumers will see when they search for pet stores on the internet.
media  menu Television
Television
Early Morn. Time Early Fringe News Prime Access Prime Time News Early Fringe DayEarly News Prime Early Access Prime Time Late News Late Late FringeLate Fringe HHs 1,014,600 .9 reach .9 reach 44 46 77 95 97 377 163 60 77 95 97 377 163 60 4.37 4.57 7.65 9.44 9.64 30.9 16.2 5.96 9.44 9.64 30.9 16.2 5.96 Pers. 12-34 7.65 825,500 .9 reach x reach x 217 x 203 546 x x .9 x x 26.29 x 24.59 66.14 x x 217 x 203 546 x x A 18+ 1,897,700 .87 reach 26.29 x 112 24.59 66.14 x x 86 141 152 153 441 284 135 .87 reach 4.53 590 7.43 8.01 8.06 23.24 14.97 7.11 141 610,700 .92 reach 152 153 441 284 135 A 18-34 246 199 242 248 262 614 438 7.11 191 7.43 8.01 8.06 23.24 14.97 40.28 32.58 39.63 40.61 42.9 100.54 71.72 31.27 .92 reach A 18-49 1,197,800 .92 reach 242 248 262 614 438 191 129 157 173 227 209 484 324 143 39.63 40.61 42.9 100.54 71.72 31.27 10.77 13.11 14.44 18.95 17.45 40.41 27.05 11.94 .92 reach A 25-49 959,300 .94 reach 120173 133 157 188 197 346 304 143 133 227 209 484 324 12.51 13.86 16.37 19.6 20.54 36.07 31.69 13.86 14.44 18.95 17.45 40.41 27.05 11.94 A 25-54 1,132,700 .92 reach .94 reach 117 138 177 200 180 393 288 104 157 188 197 346 304 133 10.33 12.18 15.63 17.66 15.89 34.7 25.43 9.18 20.54 36.07 31.69 13.86 W 25-49 16.37 483,500 .9419.6 reach 99 131 155 160 294 287 136 .92 reach 82 16.96 20.48 27.1 32.06 33.1 60.81 59.36 28.13 177 200 180 393 288 104 W 25-54 573,800 .92 reach 15.63 17.66 15.89 34.7 25.43 9.18 87 88 134 173 169 323 232 94 .94 reach15.16 15.34 23.25 30.15 29.45 56.29 40.43 16.38
Early Morn. Day Time HHs 1,014,600 CPP 44 46 CPM 4.37 4.57 CPP Pers. 12-34 825,500 CPM x x x x CPP A 18+ CPM1,897,700 86 112 CPP 4.53 590 CPM A 18-34 610,700 246CPP 199 40.28 32.58 CPM A 18-49 1,197,800 CPP 129 157 CPM 10.77 13.11 A 25-49 959,300 CPP 120 133 CPM 12.51 13.86 CPP 1,132,700 A 25-54 CPM 117 138 10.33 12.18 CPP W 25-49 CPM 483,500 82 99 131 155 16.96 20.48 27.1 32.06 Radio AMD Daytime PMD W 25-54 573,800 .92 reach Pers. 12-34 190 175 87 88 134 173 A 18+ 151 137 15.16 15.34 23.25 30.15 A 18-24 A 18-34 A 18-49 Radio 25-49 AMD A Daytime PMD A 25-54 190W 25-49 175 151W 25-54 137
188 167 153 147 143
142 143 141 141 138
188 167 153 147 143 153172 147157
176 160 155 150 148
142 143 141 141 138 151 146
160 33.1
294 60.81
287 59.36
136 28.13
Digital Digital
Indyweek.com Indyweek.com
Television
weekly Early Morn. 1x Day Time Early 13xFringe 26x News 52xAccess Early Prime Prime Time La weeklyLeaderboard 1x 13x 26x 52x $ 210.00 $ 199.50 $ 189.00 $ 178.50 HHs 1,014,600 .9 reach Leaderboard $ 44 210.00 199.50 $ 178.50 Pencil Line $ 490.00 $$ 465.50 441.00 $ 416.50 CPP 46 77 $ $ 95 189.00 97 377 PencilTop LineBox $4.37 490.00 $ 465.50 $ 9.64 416.50 $ 175.00 157.50 $ 148.75 CPM 4.57 7.65 $ $ 9.44 441.00 30.9 Wide Sky Pers. 12-34 168.00.9 reach $ 159.60 $ $ 151.20157.50 $ 142.80 825,500 Top Box $ $ 175.00 $ 148.75 Middle Box $ x 112.00 $ 106.40 $ 100.80 $ CPP x 217 x 546 x Wide Sky $ 168.00 $ 159.60 $ 151.20 95.20 $ 203 142.80 $ x 70.00 $ 66.50 63.00 $ 59.5024.59 CPM Square Left x 26.29 x$ 66.14 x MiddleSquare Box Right $ $ 1,897,700 112.00 $ 106.40 $ 100.80 59.50 $ 95.20 70.00.87$reach 66.50 $ 63.00 $ A 18+ Square Left $ 86 70.00 $ 66.50 $ 59.50 CPP 112 141 152 63.00 $ 153 441 Square Right $4.53 70.00 $ 66.50 $ 59.50 Triangle.com CPM 590 7.43 8.01 63.00 $ 8.06 23.24 Rectangle Corner Peel A 18-34 610,700 .92Ruler reach per day $ 150.00 $ 75.00 $ 500.00 CPP 246 199 242 248 262 614 Triangle.com CPM 40.28 32.58 39.63 40.61 42.9 100.54 Rectangle Ruler Corner Peel Trianglemom2mom.com A 18-49 1,197,800 .92 reach per day $129 150.00 $ box 75.00 $ leaderboard big CPP 157 173 ruler 227 500.00 209 484 $ 395.00 $ 525.00 285.00 CPM per month 10.77 13.11 14.44 $ 18.95 17.45 40.41 A 25-49 959,300 .94 reach Trianglemom2mom.com CPP 120 197 346 leaderboard133 big box157 ruler 188 CPM .27 13.86 CPM Facebook 12.51 16.37 19.6 20.54 36.07 per month $ CPC 1.75 395.00 $ 525.00 $ 285.00 Google Adwords A 25-54 1,132,700 .92 reach CPP 117 138 177 200 180 393 CPM 10.33 12.18 15.63 17.66 15.89 34.7 W 25-49 CPM .27483,500 .94 reach Facebook CPP 82 1.75 99 131 155 160 294 Google Adwords CPC CPM 16.96 20.48 27.1 32.06 33.1 60.81 W 25-54 573,800 .92 reach CPP 87 88 134 173 169 323 CPM 15.16 15.34 23.25 30.15 29.45 56.29
Radio 172 157 176 160 155 150 148 155 148
169 29.45
323 56.29
232 40.43
94 16.38
AMD Pers. 12-34 A 18+ A 18-24 A 18-34 A 18-49 A 25-49 A 25-54 W 25-49 W 25-54
Daytime 190 151 188 167 153 147 143 153 147
PMD 175 137 142 143 141 141 138 151 146
172 157 176 160 155 150 148 155 148
media  menu  (cont.) Print Newspaper Title Chapel Hill News (Wed&Sun) the Herald Sun The Triangle Tribune Daily Tar Heel
Mon-Sun per col" $34.89 $72.45 $14.85
M-S Circulation 25614 25080 38000
Mon-Sat CPM $1.36 $2.89 $0.39
Open Rate $489 $268 $735
Circulation 45000 52283 27824
CPM $10.87 $5.13 $26.42
Sun per col" $34.89 $76.90 $24
Sun Circulation 27784 28246 15000
Sun CPM $1.26 $2.72 $1.60
one color fee (per insertion) $509 $675 $150 $75
Magazine Magazines The Independent Weekly Carolina Parent -monthly Raleigh Metro Magazine
Color Fee $375 $200
OOH Mobile Billbords Days 3 5 10 15 20 Production
Cost $5,275.00 $8,500.00 $12,700.00 $14,750.00 $17,900.00 $2,500.00
Transportation-Wrap Vehicle 1 week Media (Net per Vehicle) SUV/MiniVan Cargo Van PT Cruiser VW Beetle Mini Cooper
$5,000.00 $5,000.00 $5,700.00 $6,200.00 $6,200.00
Bus Card Months 1-5 months 6-11 months 12 months + Bulkhead Cards 1-2 Mos
Campus Advertising
Full Showing 98 Buses $143 per Month $135 per month $129 per Month $220 per Month
Postering Per Poster 12x15/11x17 Per Flyer 8-1/2 x 11 Street Teams 1 shift 4reps/8 hours
$1,350
flight 4 weeks 5 weeks
avg DEC/panel 14400 21850
CPM $11.21 $9.54
$1.05 $0.20
Billboard Durham raleigh
media permanent bulletin permanent bulletin
size 10'5"x22'8" 10'5"x22'8"
18+pop 144150 218490
4 Week Net Rate $4,519 $5,835
budget Tomlinson's Media Budget Radio AMD
Points
Digital Facebook.com trianglemom2mom.com indyweek.com [f1] indyweek.com [f2] indyweek.com [f3] SEM
Impressions 500,000 24,100 14,000 14,000 14,000 Clicks 3650
Direct Mail f1 & f3
Impressions CPM Mailing Cost 14,000 $ 85.00 $ 2,810.00
Print Chapel Hill News [f1] Chapel Hill News [f3] The Daily Tar Heel [f1] The Daily Tar Heel [f3]
Circulation 25,614 25,614 38,000 38,000
OOH Billboard
Impressions 14,400
Alternative Park Installations Grand Opening Pet Walk Vendor Table Pet Walk Sponsorship
Cost $ 4,000.00 $ 1,000.00 $ 500.00 $ 3,000.00 Bags Given Cost/Bag 2,000 $ 2.00
Shelter Adoption Bags
CPP 200 $ 143.00
CPM $ $ $ $ $ CPC
Total % Budget GIs $ 28,600.00 33.65 $ 28,600.00 33.65
Cost/month 0.27 16.39 $ 395.00 12.00 12.00 12.00
Frequency 1 11 3 6 7
$1.75
CPM $ $ $ $
1.36 1.36 0.39 0.39
Total % Budget $ 135.00 $ 4,345.00 $ 504.00 $ 1,008.00 $ 1,176.00
1 $ $ Frequency
Cost per col" Col " Insertions $ 34.89 16.125 $ 34.89 16.125 $ 14.85 16.125 $ 14.85 16.125
4 week rate $ 4,519.00
Frequency
6,387.50 13,555.50
Total % Budget 2 $ 8,000.00 $ 8,000.00
GIs
54.71 54.71 % GIs
0.16 5.11 0.59 1.19 1.38
500,000 265,100 42,000 84,000 98,000
11.97 6.35 1.01 2.01 2.35
7.51 15.95
3,650 992,750
0.09 23.77
GIs 9.41 9.41
% GIs 28,000 28,000
Total % Budget GIs $ 5,063.41 5.96 $ 3,375.61 3.97 $ 1,436.74 1.69 $ 1,436.74 1.69 $ 11,312.49 13.31
230,526 153,684 228,000 228,000 840,210
Total % Budget GIs 2 $ 9,038.00 10.63 $ 9,038.00 10.63
28,800 28,800
9 6 6 6
Total % Budget $ 5,000.00 $ 1,000.00 $ 500.00 $ 3,000.00
Subtotal Contingency Total
% GIs 2,285,200 2,285,200
0.67 0.67 % GIs 5.52 3.68 5.46 5.46 20.12 % GIs
GIs
0.69 0.69 %GIs
5.88 1.18 0.59 3.53
$ $
4,000.00 13,500.00
4.71 15.88
2,000 2,000
0.05 0.05
$ $
84,005.99 994.01
98.83 1.17
4,176,960
45.2903547
$ 85,000.00
100.00
4,176,960 45.2903547
budget  (cont.)
Percent of Impressions by Medium
Percent of Budget Spending by Media
Radio
Radio
Internet
Internet
Direct Mail
Direct Mail
OOH
Alternative
Alternative
Percent of Budget Spending by Media
Print Radio
Internet Direct Mail
OOH Alternative
OOH
media  timeline  (cont.) A New Member to the Family February March 14 21 28 7 14 21
28
4
April 11 18
25
2
9
May 16 23
30
6
June 13 20
The Dog Days of Summer July August 27 4 11 18 25 1 8 15 22
29
September 5 12 19 26
From Pumpkins and Poinsettas to Pussy Cats and Pooches December October November 3 10 17 24 31 7 14 21 28 5 12 19 26
IMP
% IMP
% Medium IMP
Print Newspaper Chapel Hill Tarheel Radio Direct Mail Internet Facebook (Ads/Fan Page) TriangleMomtoMom.com IndyWeek.com SEM
384210 456000
9.20 10.92
20.12
2285200
54.71
28000
0.67
0.67
500000 265100 224000 3650
11.97 6.35 5.36 0.09
23.77
28800
0.69
0.69
0.05
2000
0.00 0.00 0.00 0.05
4176960
100.00
45.29
OOH Billboard Alternative Grand Opening Walk for Animal Protection Park Installation Bags
the bottom line Heres Tomlinsons Tomlinson’s Pet and Feed combines premium foods with family values. Their active presence through shelter and vetrinarian events allows them to build relationships with the community. Through these actions, Tomlinson’s personal feel allows the company to establish strong ties with pets and families alike while still remaining competitive in the industry.
Heres FootTap Media FootTap Media also approaches business with a more personal touch. Foot- tap Media works closely with their clients to help them accomplish their busi- ness goals through strategic ad placements through a variety of media outlets. We realize the unique elements of each client and create media plans to accom- modate every quirk and quality.
Heres Why Wed Work Well Together FootTap Media is not only looking for Tomlinson’s business, but a long lasting relationship with the company. We believe that our similar business mentalities would combine to create the perfect partnership and, more importantly, the per- fect family.
We hope that we can work together in all your future endevors.
appendix MAJOR CONTRIBUTING DATABASES/ARTICLES SRDS: Standard Rate and Data Services MRI: Mediamark Research and Intelligence SQAD/ Netcosts
SUPPLEMENTARY SOURCES OF INFORMATION
“About Phydeaux.” Phydeaux. Pet Specialists, LLC, 2010. Web. 11 Nov. 2010. <http://phydeauxpets.com/>. “About Us.” Barnes Supply Co. of Durham, NC. 2010. Web. 11 Nov. 2010. <http://www.barnessupplydurham.com/ about.html>. “Advertise!” Chapel Hill Magazine. Chapel Hill Media LLC, 2010. Web. 11 Nov. 2010. <http://www.chapelhillmaga- zine.com/advertise/advertise>. “Advertise With Us.” Independent Weekly. 2010. Web. 11 Nov. 2010. <http://www.indyweek.com/indyweek/Adver- tiseWithUs/Page>. City Data. 2010. Web. 11 Nov. 2010. <http://citydata.com/>. Cuberis. Animal Protection Society of Durham. Web. 11 Nov. 2010. <http://www.apsofdurham.org/>. “DTH Advertising.” The Daily Tar Heel. DTH Publishing Corp, 5 July 2010. Web. 11 Nov. 2010. <http://www.dai- lytarheel.com/index.php/page/advertise_overview>. “Interactive Rate Card.” Lamar Outdoor Advertising. Web. 11 Nov. 2010. <http://www.lamaroutdoor.com/>. Paws4Ever Animal Protection Society. Oct. 2010. Web. 11 Nov. 2010. <http://www.paws4ever.org/>. “Pet Stores in the US.” IBIS World. 2010. Web. 11 Nov. 2010. “Services.” Town of Chapel Hill. 2010. Web. 11 Nov. 2010. <http://www.ci.chapel-hill.nc.us/>.