H ATC H I N G a QUACK'S media planbook Part I I : R e comm endat i ons + Logi st i c s
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Table of Contents OUR
STORY 3 MEET BRICK
THE
GIST 4-5 EXECUTIVE SUMMARY
THE
PLAN
6 COMMUNICATION PLATFORM 7 MEDIA OBJECTIVES
8 FLIGHT ONE
THE
9 FLIGHT TWO
e x e c ut i o n
10 FLIGHT THREE 11 FLIGHT FOUR 12 CONTINUOUS MEDIA 13 SEMI CONTINUOUS MEDIA
14 MEDIA MENU 15 BUDGET + MEDIA MIX 16 FLOW CHART 17 CALL TO ACTION
Meet
The Cement Behind Brick Advertising
First and foremost, the Brick Advertising team members are brand architects dedicated to your brand’s design and construction. Beyond that, Brick is a full-service advertising agency that uses services such as brand management, event planning, and communication strategies in a synergistic way to build your brand. Bricks are used to create structures and form paths. Brick Advertising functions in the same way; the Brick Brand Architects lay a strong foundation and find the most effective way to cement your ideas together, ultimately building your brand’s lasting impression. Everyone out there is building something, something that they want to be visible, so they are making it as tall as they can. Brick believes instead in building something unique, something that makes the right consumer stop in his/her tracks and choose to come inside, take a look around, and stay a while. Show the Brick Brand Architects your vision; they will create the blueprints and transform your aspirations into realities.
Meredith Client Services Outdoors enthusiast with a passion for Tex-Mex
Lauren Copywriter Caffeine-addicted lover of sunlight with a knack for doodling
Shannon Account Manager Well-dressed, flowerloving photographer
Danielle Art Director Do-it-yourselfer with a constant avocado craving
Gabby Research Analyst Current events junkie aspiring to be on the best seller list
Madison Company Analyst Acoustic music fanatic with a podcast addiction
3
EXECUTIVE
S u m m a ry Brick believes in Quack’s and its ability to take flight through its new location in Omaha. The Brick Brand Architects are committed to taking a strategic approach that will establish Quack’s in Omaha; Brick’s strategies are designed specifically to facilitate a successful launch and future for Quack’s as it breaks into this new market. Brick has developed a deep understanding of the Modern Mom and the best routes to reach her. Targeting the Modern Mom successfully is only made possible by employing the avenues that Brick has selected; our data, research, and insights fully support these avenues. These strategic opportunities will make the Omaha Quack’s not only popular, but also profitable. Brick Advertising researched and developed insights concerning the placement of Quack’s in Omaha, Nebraska. Their findings have proven that the most effective way to launch Quack’s into the market is through a “Piggy Back” philosophy.This philosophy is very time-efficient for a new company trying to wiggle it’s way into an established market. By partnering with relevant, local companies that already have a long-standing successful identity in the desired market, Piggy Backing allows a new company to get immediate
exposure to specific audiences of other companies instead of entering completely naked and new. Brick plans to accomplish this exposure opportunity for Quack’s by partnering with organizations such as Joslyn Art Museum and the Just for Her Expo because their customer base of moms and families parallels with Brick’s target audience for Quack’s. This strategy also allows a thorough understanding of the new Quack’s trade area with the Omaha test market, aligning with one of the major marketing objectives for this campaign. Prior to its Grand Opening, Quack’s will build momentum by generating buzz and announcing its opening in a way that also demonstrates its identity and dedication to community. An Easter egg hunt will begin to build brand awareness, while an opportunity for playing with baby ducks near the unopened storefront will build location awareness in a memorable way. The Quack’s Mother’s Day booths that allow dads to pre-order Quack’s goods for their wives will provide a path to the Modern Mom. Shout-outs from the OhMyOmaha blog with its strong following will begin to build trust among potential customers and inform
them of Quack’s community efforts. Upon opening, Quack’s will begin to build loyalty through a SMS broadcast system that notifies consumers of deals and discounts. Partnering with the Farmer’s Market is another way that Quack’s will gain trust and integrate itself into the community, fostering receptiveness and participation from the Modern Mom. As Quack’s moves forward, a Community Mural event will encourage brand advocacy and repeat consumers. Quack’s participation in the Caffeine Crawl and the Just For Her Expo will leave consumers with a reward and reminder of Quack’s role in the Omaha community. Quack’s Instagram, Facebook, and blog will provide useful content to consumers that strategically changes to offer relevant content to the Modern Mom as well as promote Quack’s other efforts. Local Facebook ads will meet the Modern Mom where she already spends time, easily capturing her attention and stimulating interest. Search Engine Marketing will also be key for raising awareness as Quack’s promotional efforts lead consumers to further search the shop on Google. Heavy advertising at Marcus Theatres will create more awareness and transactions as they reach the Modern Mom when her
attention is focused. Print ads in HerFamily, Omaha Home, and Momaha magazines will be effective in creating initial awareness and eventually in encouraging participation at Quack’s events. Online advertising will further allow for branded impressions to help build relationships with customers. Brick knows the power of local advertising, specifically the power of local advertising in a city like Omaha, where citizens are energetic and loyal to local business. People love Omaha for being true to itself, and Brick’s strategy allows Quack’s to love local just as much, if not more, than the citizens because it uses the “Piggy Back” tactic to partner with local businesses. Brick desires to make Quack’s feel like home, specifically Omaha’s home. Quack’s success in Austin has created a wide customer base and a comfortable, fun atmosphere. Brick does not merely want to re-create the same Austin Quack’s; Brick is determined to take Austin’s success and make it bigger, better, and tailored specifically to Omaha. The suggested avenues created by Brick utilize unique media specifically relevant to Quack’s and has organized the campaign into flights to best position Quack’s in the Omaha market.
5
Share something sweet. The Omaha community is just as sweet as the products Quack’s offers. Because of this truth, Quack’s will house more than the traditional coffee chat; it will establish the cornerstone for local sharing.
media
objectives Inform
Quack’s will create awareness of the brand name and location through initial heavy-up efforts before opening and continue with heavy efforts after the initial opening. Events hosted by Quack’s along with the coffeehouse and bakery’s participation in local community events will create buzz to jump-start conversations that Quack’s can then continue through print and online advertising.
Incentivize
Quack’s will create incentive for the Modern Mom to become a Quack’s customer by distinguishing itself from competitors through its family-friendly nature. By meeting the Modern Mom in places that interest her, Quack’s will relate to her while offering rewards and discounts to encourage trial and continuous purchases. Incrementally providing the Modern Mom with special deals will serve as a reminder to meet at Quack’s.
Inspire
Quack’s will inspire advocacy and pass along brand value by increasing pre-orders and transaction rates, and through bi-monthly interactions between Quack’s and the community as Quack’s partners in several community events, including the Farmers Market. Quack’s will be loyal to the customers just as Omahans are loyal to their city and this relationship will foster a customer base that is eager to spread the word about Quack’s via word of mouth, social media, and interactive promotional events. Loyalty pays off in rewards because a loyal customer is a reward for Quack’s.
7
p o u r i n g t h e f o u n d at i o n
flight one In Flight One, the Modern Mom will not only be made aware of the Quack’s brand name and location; she will be fully informed of its broad offerings and grand opening date. Excitement will build about the upcoming arrival of Quack’s. Why? The Brick team will set the stage for Quack’s entrance to Omaha by showing its passion for its customers and its family-friendly stance. By letting the Modern Mom know that Quack’s is the bakery/coffee shop that will cater to her and her childrens’ needs, she’ll realize that Quack’s is the place she’s been looking for. Together, all of these components will allow Quack’s to stand out from competitors, giving Quack’s the opportunity to thrive in Omaha.
Joslyn Art Museum Stroller Tour
Joslyn Art Museum is Nebraska’s largest art museum and ranked as one of the “10 Best Art Museums for Kids” in the nation by Child Magazine. This partnership will allow Quack’s to showcase the value it places on art. The “Stroller Tour” kicks off at 9:15 a.m. on Wednesday once a month in the ConAgra Foods Atrium with complimentary cups of Quack’s coffee in branded coffee cups. Quack’s will partner with the Art Museum to provide fresh coffee as well as coupons for discounted sandwiches to be used at lunchtime when the tour concludes because of the museum’s close proximity to Quack’s. These efforts will heighten awareness of the broad offerings of Quack’s products as well as allow for trial. Quack’s will participate in this weekly event through the month of October when the weather turns cold. By starting participation in March, Quack’s will allow the Modern Mom to get a taste of Quack’s products as well as of its dedication to her, which will create excitement for the Grand Opening in May. This activity will also serve as a long-term promotional tool that Quack’s can engage in for most months of the year, building lasting relationships with customers in the future.
Quack’s Easter Egg Hunt
This Easter Event will loudly proclaim to the Omaha community that Quack’s is coming and is ready to satisfy customers. On Easter 2015, April 5th, Quack’s will place brightly colored eggs all over the Old Market District to spark attention, and then host an Easter egg hunt. Each of the eggs will be branded with the hashtag “#MeetMeAtQuacks” and will contain miniature duck candies. Some “golden” eggs will have coupons inside that are redeemable during Quack’s Grand Opening. This event serves as a fun and interactive activity for families and individuals exploring the Old Market District and generates awareness and encourages trial on opening day. While the egg hunt is underway, a duckling petting zoo outside of the unopened storefront will provide entertainment and photo opportunities. A banner with the #MeetMeAtQuack’s sign will hang over the petting zoo and provide a buzz-worthy hashtag for any potential photos posted to social media with the ducklings. This bold initial execution will guarantee a successful opening day in the month to come.
Happy Mother’s Day
Mother’s Day is a prime opportunity to increase awareness among Modern Moms. Given that men and children are the primary purchasers of Mother’s Day gifts, reaching out to the husband demographic during April before Mother’s Day will provide another channel for reaching the Modern Mom. The Modern Mom takes note of any and every gift she receives, and if she likes it, she will go back for more, compelling her to visit Quack’s for herself in the future. Quack’s will have two booths set up at Eagle Run Golf Course and Benson Park Golf Course in order to catch the Modern Mom’s husband on his way to golf. These booths will offer the husbands convenience by bringing Quack’s to him. Pre-order forms will allow him to choose from a selection of specialty Mother’s Day cakes and cupcakes by filling out a quick form and pre-paying for the chosen items. The Mother’s Day orders will then be packaged in festive, gift-worthy boxes with the Quack’s logo, contact, and location information to introduce the Modern Mom to Quack’s as she receives her gift. Reaching the Modern Mom on Mother’s Day through the form of gift-giving will create trial of Quack’s scrumptious products and assist with the start of pre-paid transactions.
OhMyOmaha! Shout-out
Through an OhMyOmaha Media Package, Quack’s will receive exposure on the OhMyOmaha blog as well as its other social media platforms. Just days before its grand opening, Quack’s will invite the blogger into the store for a sneak peak and tasting session, allowing her to get a more personal feel for the bakery. The coverage by OhMyOmaha will create a sense of trust among consumers and generate awareness of the Quack’s brand image, location, and grand opening date. It will also produce a following for Quack’s own social media platforms by informing viewers of the benefits of following Quack’s on Instagram, liking the Facebook page, and checking out Quack’s very own blog. Because the OhMyOmaha blog currently has a strong following of Modern Moms, the target is likely to trust recommendations from this platform; these recommendations will increase awareness and encourage trial. It will also allow Quack’s to reach our target in a medium that they are actively choosing to be exposed to. Sources: SpiritofOmaha.com, Joslyn.org, barnyardpz.com, Alibaba, Oriental Trading, Bannerworld.com, GolfStoneCreek.com, OhMyOmaha.com
c o n st r u ct i n g t h e f r a m e
flight two Flight Two will inform the Modern Mom on a deeper level; Quack’s will show her its commitment to the Omaha community. The Brick Team will also illustrate the Quack’s family-friendly stance in a very tangible way by allowing the Modern Mom to participate in activities alongside Quack’s. While more firmly establishing their brand image, these promotions will increase trial of its goods, which will keep the Modern Mom coming back for more. In this flight, Quack’s will truly break into the marketplace and create incentives for the Modern Mom to make in-store purchases and preorders from Quack’s.
Grand Opening
On May 1st, Quack’s will open its doors to curious customers, including those eager to redeem their coupons from the Easter Egg Hunt. The grand opening will once again include the #MeetMeAtQuacks banner to further encourage social media sharing and present Quack’s as a community-oriented place designed for meeting and connecting with others. This event will also offer an opportunity for customers to opt-in to Quack’s SMS Broadcasting System that will send bimonthly promotions and general updates to Quack’s loyal customer base via non-invasive text messages. While email promotions bombard inboxes and remain largely ignored, text messages are sure to receive more attention and consideration from busy Modern Moms. The first 100 customers to optin during Quack’s Grand Opening will receive a free cup of coffee.
Farmer’s Market
Every Saturday, Quack’s will participate in the Old Market District Farmer’s Market. This event is an effective way to introduce the Quack’s brand to Modern Moms in a setting that they are already familiar with. It will also show support for other local businesses and help Quack’s integrate itself into the community. With an average attendance of 6,500 people every Saturday, participation in this trendy activity will give Quack’s employees a chance to establish relationships with a large number of customers. This effort will begin promptly after the opening of Quack’s and continue until the market closes in October for the season. Continual participation in this event will increase the Modern Mom’s reception of Quack’s messages and form lasting relationships. Sources: Wendy Bredensteiner, OmahaFarmersMarket.com, Bannerworld.com, SMSmatrix.com
9
l ay i n g t h e b r i c k s
flight three In Flight Three, the Modern Mom will become a brand advocate for Quack’s. After getting a taste of the pastries as well as Quack’s atmosphere and brand image, she will be buzzing with excitement and reaching out to friends. Her relationship with Quack’s will be strengthened as Quack’s further integrates into the community and the Modern Mom’s life through personal interactions. In turn, this brand dedication will increase pre-order and in-store transaction rates.
Community Mural
Quack’s will become more woven into the Omaha culture and community while expressing its shared love of art and creativity by hiring a local artist to paint a mural on the side of the Quack’s store. Over the span of the second week in August, customers who come to the store and spend at least ten dollars are invited to add their handprint to the community mural. The #MeetMeAtQuacks banner will once again be present during this event to reiterate Quack’s message of connecting with others. The engaging, familyfriendly mural painting will encourage sharing on various social media platforms to further get the word out that Quack’s has hatched in Omaha. As customers leave their hand prints on the side of Quack’s forever, they will be inclined to remain loyal to the new coffeehouse and bakery that has a piece of them on a piece of it. Sources: CostOwl, Home Depot, Bannerworld.com, OhMyOmaha.com
OhMyOmaha! Shout-out
Quack’s will once again receive exposure on the OhMyOmaha blog and social media platforms. The shout-out will focus on the Community Mural event by granting the blog writer a sneak peek of the mural design and a free handprint. The second round of coverage by OhMyOmaha will solidify Quack’s presence in Omaha and serve to strengthen customer relationships. It will encourage participation at the event and foster the Modern Mom’s reception of Quack’s message of community dedication.
c e m e nt a l a st i n g st r u ct u r e
flight four Flight Four will seal Quack’s presence in Omaha and allow for a promising future of lasting relationships with customers and further growth. The Modern Mom will be reminded of all Quack’s has to offer as well as rewarded for her continued support, causing transactions and pre-orders to further increase. Most importantly, the final flight will heighten engagement and solidify bonds with customers.
Caffeine Crawl
Omaha’s Caffeine Crawl on October 19th is an excellent opportunity to cement marketing efforts thus far and is free for shops to participate in. This well-established event will allow Quack’s to get connected with both loyal and new customers, furthering their platform and reminding existing customers of their brand image and presence. Quack’s will receive social media shout-outs and press coverage that could span nationally, as well as face-to-face interactions with roughly 75-100 “crawlers” that tour the city’s coffeehouses.
Just for Her Expo
The Midwest’s premier Women’s Expo is held at Omaha’s CenturyLink Center in mid October and typically has around 10,000 attendees. The 3 day event is brought together by local vendors to showcase their products for holiday shopping. There is even a kids area including face painting, balloon animals, and treat bag decorating. Many women attend the event with their girlfriends as an annual tradition. The strategic timing of this event puts Quack’s on Modern Moms’ radar in time for classroom holiday celebrations, family get-togethers, and neighborhood parties. In addition, numerous Omaha mom bloggers, such as Midwest Mammas and Busy Omaha Mom, write pieces on the event and give shout-outs to their favorite vendors. The expo is an excellent opportunity for Quack’s to kickstart holiday transactions and pre-orders as well as solidify relationships with customers. Sources: Caffeine Crawl, EventsinAmerica.com, Meetup.com
11
c o nt i n u o u s
media These media efforts will be continuously present throughout the strategic plan, but will be used in different ways in order to most effectively benefit Quack’s and engage the consumer.
Facebook Ads
By meeting the Modern Mom where she already lives online (Facebook), her attention can be captured more frequently. Quack’s Facebook advertisements will be effective through specialization; ads are served to women between the ages of 20-44 within 25 miles of Omaha. Though the frequency of these ads are continuous, a teaser approach will be utilized to reach a greater number of Modern Moms during the first five months before reducing the estimated reach for the last half of the campaign.
Search Engine Marketing
Search Engine Marketing (SEM) will be used throughout the entire campaign and the phrases that will be purchased are combinations of 2 sets of words. The word choices were specifically chosen because they showed promise when tested using Google’s Adwords Keyword Calculator. For specific events, word choices will be swapped for maximum exposure; for example, “Easter egg hunt” or “Mother’s Day” will be added but the price we spend on these special event search terms will remain the same. These words will increase traffic to the Quack’s website and, in turn, increase foot traffic and sales.
WordPress Blog
Creating a new Quack’s blog, specifically for the Old Market District location, will allow Quack’s to reach the Modern Mom on a more personal level. Here, Quack’s will post content that benefits the consumer, such as recipes, holiday activities, and decorating ideas. This content will keep readers coming back for more and create a positive brand image. The blog will also keep consumers upto-date about what is going on in the Quack’s shop and allow engagement with consumers as they provide their own feedback in the comments section. By delivering useful content, the new blog will reach 200 readers by the end of the campaign.
Social Media
Meet Sally, Quack’s Marketing Intern. It will be the intern’s responsibility to create content for social media accounts, manage SMS broadcasting, as well as assist in planning, reports, and photography for different promotional events. Quack’s needs an intern to wholly focus on generating buzz and engaging customers prior to the store’s grand opening and throughout its development and growth stages.
Sally will kickstart Quack’s social media presence in Omaha by using an approach similar to the “Flat Stanley” activity many have participated in. This method means that rather than photographing cupcakes in the oven, the Quack’s Instagram will post pictures of Quack’s logo coffee cup in one hand, with the backdrop of famous Omaha hot spots. This will contribute to creating 30% awareness and also localize Quack’s as Omaha’s own.
Once Quack’s is open and running, Sally will post pictures of employees baking in the kitchen, enjoying a coffee, or whatever shenanigans they might be up to. This personal, community-oriented social media tactic will encourage customers to interact through social media because it makes the Quack’s seem more human and approachable online. By the end of the campaign, Quack’s will have at least 800 followers.
The Facebook page will be utilized as a forum for announcements and consumer feedback. Customers will be encouraged to tell Quack’s what they would like to see in the shop and vote for flavors to be featured at special prices. This page will also promote Quack’s pre-order options and will provide a link to an online form for this purpose, therefore encouraging more pre-order purchases. The Quack’s Omaha Facebook page will have no less than 1,400 likes by the end of December. Sources: WordPress, Google, Facebook
s e m i c o nt i n u o u s
media These media efforts are present throughout the majority of the strategic plan, but may be strategically started later or ended earlier than the fully continuous efforts so that they can be utilized at points when they will be most effective.
SMS Broadcasting
Quack’s customers can opt-in to receive bimonthly text messages notifying them of deals or events. This will serve as an incentive for customers to swing by Quack’s in the midst of their day and develop returning, loyal customers. Quack’s will heavily promote this program in the store to encourage first-time customers to become loyal customers. This system will begin on the day of Quack’s Grand Opening and will continue throughout the campaign in order to remind customers to come back for more Quack’s.
Marcus Movie Theatres
The Modern Mom is a multitasker who does not always have time to engage with television or radio, but when she is seated in a theater, her full attention is captured. Quack’s will use TrailerVision, an in-lobby monitor, to reach her in this area of the theater. Quack’s will also run commercial sponsorship ads before and after movies to solidify an increase in awareness. The major Marcus Theatre is located only six minutes from the Old Market District, and movies tend to be followed by eating out. Quack’s will reach the Modern Mom while she is at the movies to encourage her to go to Quack’s for a bite to eat after the movie. She and her husband may want dessert and coffee after a date night; moms having a girls’ night out can discuss the movie over Quack’s cupcakes. This approach allows moms to think about Quack’s in a dynamic way-as more than a place to take their kids. It will demonstrate that Quack’s can serve as a meeting spot for a book club or friends to eat and chat. TrailerVision and sponsorship ad placements will begin in May and continue through December for the major theater located closest to Quack’s. For the other two theaters, the effort will drop off in October as icy weather becomes a deterrent for driving further distances. Sources: SMSmatrix.com, Marcus Theatres, OmahaMagazine.com, Omaha.com, OmahaMagazine.com, FamilyFuninOmaha.com
By placing messages in magazines that are popular among Modern Moms, Quack’s will instill purchase behavior and build awareness using half-page and quarter-page color ads. Research proves that the Modern Mom steers away from reading newspapers but favors magazines, making ads in Her Family, Omaha Home, and Momaha magazines the most effective vehicles. The focus and circulation of the magazines are strategic advantages for Quack’s as it seeks to publicize Quack’s name and associate it with products and information that the Modern Mom enjoys. Initially, the ads will contain Quack’s name, address, and a picture of a Quack’s product. This simplistic approach will quickly deliver Quack’s message and create awareness. Then, the ads will begin to promote participation in activities such as Quack’s Community Mural event. Print ad placements will begin in May with the opening of Quack’s in order to reach consumers when they can actually visit Quack’s and will continue to be placed through December.
Online
Because Quack’s will advertise on Momaha’s website in addition to their magazine, Quack’s will receive more impressions with 20% savings through Momaha’s Digital Deals. Advertising through both of these vehicles will foster premium exposure to the Modern Mom; mixing the advertisements across different media platforms will instill initial awareness, repeat purchases, and remembrance. Ads on the Family Fun in Omaha website will create awareness via online ads as well as through a featured listing that offers a direct link to Quack’s website. The online ads will begin in May so that the store will be open at the time they read the message, and continue through December. Similar to the print efforts, they will begin with a simple introduction to the Quack’s brand name and location, then move towards more persuasive messages encouraging purchases and pre-orders.
13
media
menu Online
Site
Magazine
C i r c u l at i o n I s s u e s r at e
Omaha Home
36,000
18
$1,670/half page color
HerFamily
70,000
12
$800/quarter page color
Momaha
23,000
12
$190/half page color
oUT OF HOME Pro mot ion im p r ess ions Vehicle
R at e
Easter Egg Hunt
Baby Duckling Rental
$130/day
Quack’s Custom Plastic Easter Eggs
$0.25/egg
Candy Ducks
$7.50/57 pcs
250
Farmer’s Market
6,500/Saturday
Vendor Booth
$535/season
Marcus Theatres
32,000/mo
TrailerVision/ Monitors
$215/mo (MC) $600/mo (VP) $450/mo (MO)
Sponsorship Commercials
$670/mo (MC) $970/mo (VP) $820/mo (MO)
Coffee
$12/96 oz
Quack’s Custom Coffee Cups
$240/500 cups
Local Mural Artist
$60/hr
Paint for Hand prints
$133/5 gal
Pre-order Forms
$0.19/copy
Table Rental
$20/table
Quack’s Custom Banner
$30/banner
Booth
$535/booth
Swag Bag Inserts
$125/insert
Joslyn Art Museum Stroller Tours
Mural Event
Mother’s Day
Just for Her Holiday Expo
50/mo
200
200
10,000
Un ique Size V i s i to r s
P L A C E M E N T Rate
250,000
300 x 250 px
Rectangle Ad
$6.60cpm
12,000/ week
3.45 x 8.75 in
Email Newsletter Ad
$120/yr
300 x 250 px
Large Sidebar Ad
$125/mo
Featured Listing
$180/yr
Email Newsletter Ad
$50/mo
Momaha. com
FamilyFuni- 40,000/mo nOmaha.com 40,000/mo
social media So u rce
im p r ess ions
r at e
Social Media Intern
-
$8/hr
WordPress Blog
200/yr
$299/yr
OhMyOmaha!
150/kit
$50/kit
mobile marketing So u rce
Method
r at e
SMS Broadcasting
Special offers delivered via text message to loyal customer base
$34/420 messages per month
sea rch engine ma r ket ing sea rch ter ms
Av e r a g e c p P
fun, family, old market district, omaha, bakery, breakfast, coffee, cupcakes, lunch, birthday, cake, pastries, coffee, kid-friendly
$1.30-$1.60/two-word combinations of search terms
L o c a l D i g i ta l M e d i a So u rce
Method
r at e
Facebook Ads
Teaser approach: Reach 730-1,900 people per day, then bid to reach 370-970 people per day
$5-$10/day
Sources: SMSmatrix.com, Marcus Theatres, OmahaMagazine.com, Omaha.com, FamilyFuninOmaha.com, WordPress, Google, Facebook, CostOwl, Home Depot, Bannerworld.com, OhMyOmaha.com, Caffeine Crawl, EventsinAmerica.com, Meetup.com, SpiritofOmaha.com, Joslyn. org, barnyardpz.com, Alibaba, Oriental Trading, GolfStoneCreek.com, Wendy Bredensteiner (Farmer’s Market), OmahaFarmersMarket.com, Kimberly Reiner (OhMyOmaha!), Shereatha Green (Momaha)
E f f o rt
r at e
qt y
to ta l
e a st e r e g g h u nt Baby Duckling Rental $130/20 ducks Quack’s Custom Plastic Eggs $0.25/egg Candy Ducks $7.50/57 pieces
20 ducks $130
500 pcs
$68 $157
Pre-order forms $0.19/copy Tables at Rec Center $20/table Quack's Custom Banner Signs $30/banner
300
$57
2 tables
$40
2 signs
$60
m u r a l e v e nt
$986
Fee for Local Artist $60/hour Paint for Hand prints $133/5 gallon
12 hrs
$720
10 gal
$266
j o s ly n a rt m u s e u m st r o l l e r to u r s Coffee $36.00/month Quack’s Custom Cups $240/500 cups
8 mos
Majestic of Omaha
$528 $288
500 cups $240
m a r c u s t h e at r e s
Village Pointe
media mix
500 eggs $125
m o t h e r ' s d ay
Midtown Crossing
b u d g et+
$323
$22,950
TrailerVision $215/month
4 mos
$860
Commercials $670/month
8 mos
$5,360
TrailerVision $600/month
4 mos
$2,400
Commercials $970/month
7 mos
$6,790
TrailerVision $450/month
4 mos
$1,800
Commercials $820/month
7 mos
$5,740
fa r m e r ' s m a r k et
$535
Season Booth $535
1 booth
$535
j u st f o r h e r h o l i d ay e x p o Booth $535 Swag Bag Inserts $125/2,500 ins
$660 1 booth
$535
2,500 ins $125
s m s b r o a d c a st i n g Text Messages $34/420 msgs
6 mos
$6,680
8 mos
$6,400
8 mos 2 kits
lo ca l fac e b o o k a d s
Email Newsletter $120/week
Featured Listing $180/year Newsletter Ad $50/month
$750
5 mos
$1,500
250,000
$1,650
32 wks
$120
0.4%
Search Engine Marketing
$1,500
2.9%
Social Media
$3,199
6.2%
Local Digital
$2,250
4.3%
Online
$3,050
5.9%
$14,600
28.1%
Contingency
$1,059
2.0%
Total
$52,000
100%
SEM (2.9%)
Print (28.1%) Out of Home (50.3%)
Social Media (6.2%)
$1,280 8 mos
$1,000
1 yr
$180
2 mos
$100
Mobile (0.4%)
Local Digital (4.3%) Online (5.9%) Contingency (2.0%)
$1,500
Two-word Combos of Terms $1.30-$1.60/combo m a r k e t i n g i nt e r n
$1,500 $2,800
35/mo
$2,800
wo r d p r e ss b lo g Year Subscription $299/year
$204
$1,770
google a dwor ds
10 Month Internship $8/hour
$100
5 mos
f a m i ly f u n i n o m a h a . c o m Large Sidebar Ad $125/month
Mobile
$1,520
$2,250
momaha.com Rectangle Ad $6.60/cpm
50.3%
$1,520 $100
To Women 20-44 years old $5/day within 25 miles of Omaha $10/day
$26,139
$6,400
o h my o m a h a ! Media Kit $50
Out of Home
$204
4 mos
momaha magazine 1/2 Page Color Ad $190
P e r c e nt of mix
$6,680
h e r f a m i ly m a g a z i n e 1/4 Page Color Ad $800
$ to ta l
$204
omaha home magazine 1/2 Page Color Ad $1,670
Medium
$299 1 year
$299
15
f lo w
c h a rt Month Week Days
OOH Mother’s Day Easter Egg Hunt Joslyn Art Museum Marcus Theatres Farmer’s Market SMS Broadcasting Mobile Marketing SEM All of the words Social Media OhMyOmaha Blog WordPress Instagram Facebook Print Her Family Omaha Home Momaha Local Digital Local Facebook Ads Online Momaha.com FamilyFuninOmaha.com Month Week Days OOH Mural Event Joslyn Art Museum Marcus Theatres Farmer’s Market SMS Broadcasting Mobile Marketing SEM All of the words Social Media OhMyOmaha Blog WordPress Instagram Facebook Print Her Family Omaha Home Momaha Local Digital Local Facebook Ads Online Momaha.com FamilyFuninOmaha.com Month Week Days OOH Joslyn Art Museum Marcus Theatres Farmer’s Market Just For Her Expo SMS Broadcasting Mobile Marketing SEM All of the words Social Media WordPress Instagram Facebook Print Her Family Omaha Home Momaha Local Digital Local Facebook Ads Online Momaha.com FamilyFuninOmaha.com Month Week Days OOH Marcus Theatres SMS Broadcasting Mobile Marketing SEM All of the words Social Media WordPress Instagram Facebook Print Her Family Local Digital Local Facebook Ads Online Momaha.com FamilyFuninOmaha.com
1
12345678
March 2
9 10 11 12 13
16 17 18 19 20
3
23 24 25 26 27
4
30 31 1 2 3 4 5
5
250 IMPs
50 IMPs
6 7 8 9 10 11 12
6
April 13 14 15 16 17
7
20 21 22 23 24
8
9
27 28 29 30 1 2 3
10
4 5 6 7 8 9 10
May 11
11 12 13 14 15
12
18 19 20 21 22
13
25 26 27 28 29
200 IMPs 50 IMPs
50 IMPs 32, 000 IMPs 6,500 IMPs 6,500 IMPs 6,500 IMPs 6,500 IMPs 6,500 IMPs 220 IMPs 108 - 132 IMPs
7 IMPs 25 IMPs 50 IMPs
150 IMPs
12 IMPs 75 IMPs 125 IMPs
50 IMPs 200 IMPs 300 IMPs 70,000 36,000
23,000
23,000
730-1,900 IMPs
14
1234567
120,000 IMPs
120,000 IMPs
June 15
July
16
17
8 9 10 11 12 13 14 15 16 17 18 19
22 23 24 25 26
18
29 30 1 2 3 4 5
19
6 7 8 9 10 11 12
20
21
13 14 15 16 17
22
20 21 22 23 24 27 28 29 30 31 1 2 3 4 5 6 7 8 9
23
120,000 IMPs 40,000 IMPs August 24
10 11 12 13 14
25
17 18 19 20 21
26
24 25 26 27 28
200 IMPs 50 IMPs 50 IMPs 50 IMPs 32,000 IMPs 32,000 IMPs 32,000 IMPs 6,500 IMPs 6,500 IMPs 6,500 IMPs 6,500 IMPs 6,500 IMPs 6,500 IMPs 6,500 IMPs 6,500 IMPs 6,500 IMPs 6,500 IMPs 6,500 IMPs 6,500 IMPs 6,500 IMPs 220 IMPs
220 IMPs
220 IMPs 108 - 132 IMPs
60 IMPs 300 IMPs 400 IMPs
150 IMPs 100 IMPs 400 IMPs 650 IMPs
70 IMPs 350 IMPs 500 IMPs
70,000
70,000 36,000
23,000
70,000 23,000
23,000
730-1,900 IMPs
31 1 2 3 4 5 6
27
120,000 IMPs 40,000 IMPs September 28
29
7 8 9 10 11 12 13 14 15 16 17 18
30
21 22 23 24 25
31
28 29 30 1 2 3 4
370-970 IMPs 120,000 IMPs 40,000 IMPs October 32 33
5 6 7 8 9 10 11
12 13 14 15 16
34
19 20 21 22 23
26 27 28 29
35
2345678
36
50 IMPs 50 IMPs 32,000 IMPs 32,000 IMPs 6,500 IMPs 6,500 IMPs 6,500 IMPs 6,500 IMPs 6,500 IMPs 6,500 IMPs 6,500 IMPs 10,000 220 IMPs
120,000 IMPs 40,000 IMPs November 37
9 10 11 12 13
32,000 IMPs
220 IMPs
220 IMPs 108 - 132 IMPs
115 IMPs 500 IMPs 800 IMPs 70,000 36,000
135 IMPs 600 IMPs 900 IMPs
175 IMPs 700 IMPs 1300 IMPs
70,000 23,000
23,000
70,000 36,000
23,000
370-970 IMPs
30 1 2 3 4 5 6
40
120,000 IMPs 40,000 IMPs December 41 42
7 8 9 10 11 12 13 14 15 16 17 18
120,000 IMPs 40,000 IMPs 43
21 22 23 24 25
32,000 IMPs 220 IMPs 108 - 132 IMPs 200 IMPs 800 IMPs 1400 IMPs 70,000 370-970 IMPs 120,000 IMPs 40,000 IMPs
28 29 30 31
44
38
16 17 18 19 20
120,000 IMPs 40,000 IMPs
39
23 24 25 26 27
c a l l to
action
Brick Advertising would like to give you a round of applause for choosing to take flight and add a new location for your business in Omaha, Nebraska; we are confident that Omaha will provide a nurturing environment for sucessfully hatching a new Quack’s. The Brick Brand Architects thank you for considering Brick Advertising as an agency of record for this campaign. Brick believes that positioning and placing Quack’s to target the Modern Mom will generate continual success for Quack’s. Our highly trusted team of researchers and strategists have customized this endeavor specifically for superior awareness, purchase behavior, and meaningful relationships between Quack’s and the Omaha community. Brick believes that this unique, bold communication will guarantee success; no one in Omaha can hear a “whisper.” We’re ready to take flight, are you?
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512.345.5433
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