MEDIA PLAN
QUACK’S BAKERY AUSTIN, TX
OMAHA, NE
All research and information compiled and recorded by
T H E H U N T I NG CLU B AUSTIN, TEXAS
TABLE OF CONTENTS AGENCY CREDENTIALS Who We Are What We Do
1 2
PART I - MARKET AND MEDIA PROFILES Executive Summary 5 Campaign Scope 6-7 Product and Brand Variables 7 Target Markets 8 Geography 9 The Competition 10 Our Media Options 11 Boiled Down 12 PART II - RECOMMENDATIONS AND BUDGET Executive Summary Communication Platform Media Objectives Media Menu Additionals Flights Sounding the Arrival Landing With a Splash Nesting in Omaha Budget Breakdown Final Media Mix Flowchart Call to Action
15 16 17 17 18-20 18 19 20 21 22 23-24 25
WHO WE ARE Located deep in Austin, TX stands a specialized team of hunters & gatherers known only as THE HUNTING CLUB The organization’s members hail from advertising, public relations, and media planning fields, but share a tenacious and regal attitude towards communication. We’re well-equipped to handle all media needs thanks to years of experience. Our past clients include Nivea Men, Frito-Lay, the Four Seasons, and Weed Eater. Our club mantra: Don’t celebrate ‘til it’s done. And it better be done right.
A DY L
1
N SCHNURMAN
DA L
IA GONZALEZ
J AC O
B COUTINO
The Compass
The Wolfskin
The Hunter
Acted as project leader focusing on collaboration, organization, and positive thinking. In his spare time, he enjoys reading adventure novels whilst sipping brandy by the fire.
Acted as competitive profiler, illustrating all environmental threats and opportunWities. She gains the enemy’s trust, learns their secrets, and then escapes without a sound.
C R YS TA L T S E
LUIS LINAN
The Chronicler
The Surveyor
The Cartographer
Acted as brand-storyteller for Quack’s, describing the personality, voice, and flavor for the local bakery. She’s seen the eighth wonder of the world.
Acted as head researcher gathering up copious amounts of information on the Omaha environment. Some say he knows all, sees all. Others have confirmed this.
Acted as chief designer and media option summarizer, creating the atlas that held all our gathered information as well as the available media options for Quack’s.
Identified the Omaha targets, supporting his finding with clear direction and description. When he’s on the hunt, you better pray you’re not his prey.
C O DY
A C KO R S
WHAT WE DO • To guide your company through the competitive markets and into prosperous, exalted lands. • To catch a big idea, but then support it with many smaller ideas in order to accomplish your long and short-term goals. • To understand our environment (with research & insights), its inhabiting animals (through competitive analysis), and available tools (which media options to use).
Above all, we aim to tell your story in an honest, memorable way, with just the right amount of elegance. 2
PART I M E D I A
P L A N
Market and Media Profiles
EXECUTIVE SUMMARY Market and Media Profiles
Since its humble beginnings of crafting home-style baked goods, Quack’s has remained steadfast in its original goal: to serve quality food that consumers could make themselves, if they had the time. While maintaining this initial promise, Quack’s has developed and diversified to meet the demanding needs of the ever-changing city of Austin. Due to the success in Austin, Quack’s has chosen to open a new branch outside of Texas in Omaha, Nebraska. They’ve selected the Old Market District, the cultural hub of the city, as their new nesting grounds. Quack’s hopes to take root in this area the same way they did back home. The primary challenge to Quack’s successfully placing and maintaining their brand in a new environment is the presence of an existing, similar, and successful brand, Aroma + Bliss. They currently possess market share, multiple locations, and a strong following through customer appreciation and communication, and strategic business partnerships. Quack’s competitive advantage is in the way they present themselves. Aroma + Bliss claims to be “better than homemade,” while Quack’s doesn’t try to be something they’re not - they simply provide enjoyable “homemade” products. Our implementation plan will focus on research and insights of the target market and Quack’s brand essence. The plan will follow a three-level process in which we introduce and educate the consumer about Quack’s unique brand, persuade them to visit Quack’s, and finally encourage them to share Quack’s experience via social media. Additionally, we will follow the specific advertising and marketing goals established by Quack’s marketing team. To successfully establish themselves in the Old Market District, Quack’s will need the right team - one that can tell their real story. We, The Hunting Club, are up for the challenge. What do you say, Old Sport?
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CAMPAIGN SCOPE The Great Northern Migration We begin our journey in Austin, TX with a local coffee and pastry shop, Quack’s 43rd Street Bakery. In addition to serving coffee, Quack’s has grown and diversified to include delicious high-quality sweet treats of all shapes and sizes, as well as goods from other local businesses. Due to their success in Austin, Quack’s next step seems natural. On this upcoming May Day – Friday, May 1, 2015 – Quack’s first branch location will open in the Old Market District in Omaha, NE. The new location will emulate the original Austin store in every way possible – same personality, menu, storefront/interior and services. The idea here is to share a piece of Austin with Omaha. Next, we will draft a map of Quack’s most important objectives and questions, as they travel forward. From the big picture to the smaller specifics, we want to set the perimeters in which Quack’s can roam.
Short-Term Goals: To successfully establish Quack’s Bakery in the Old Market District through a strategic Communications Platform. To identify the aspects, characteristics, and personalities within the Old Market in which Quack’s can call its own. Long-Term Goals: To create a strong digital brand presence for Quack’s and to allow fans to share their experiences with one another through social media avenues. To provide specific measurability and long-term vision for Quack’s to support future store openings. To define in detail Quack’s brand essence and communicate that with consumers. Maintain the “neighborhood” brand culture Quack’s cultivated in Austin, Texas.
Meet Quack’s Captain Quankenbushes’ Intergalactic Dessert and Espresso Cafe first flew into Austin in 1983, shortening their name to Quack’s Bakery soon after. One thing they’ve maintained since opening is homemade preparation. Quack’s baked goods start from scratch, using all-natural ingredients. Additionally they only serve fresh, locally roasted coffee blends. What is humbling is Quack’s love for their customers. Anything made in Quack’s kitchen can be made in yours as well, if time allows. Quack’s Bakery deserves attention because it provides quality, comfortable food, just like home. Quack’s Path to Success i. Inform - Educating identified targets about Quack’s Bakery store name, location, and timing of its opening. And promoting Quack’s broad range of offerings and their unique, passionate business-model is imperative to success. Lastly, to stress the importance of a strong digital brand presence when informing our primary targets. ii. Incentivize - Drawing attention of identified targets, as well as urging them to visit Quack’s, either by walk-in or by a pre-order basis, in order to successfully establish and maintain the new location. iii. Inspire - Encouraging customers to pass along brand value via social media and other various forms of support. And considering the target’s responsiveness, attendance, and cooperation in such activities. Continued...
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Media Recommendations and Logistics •Pre-launch/launch dollars must be appropriated no earlier than March 1 and no later than December 31, in order to fulfill the established metrics outlined by Quack’s marketing team: Marketing •To determine a good understanding of the new Quack’s trade area with the new Omaha test market. •To identify key competitors and carve out a distinct brand presence for Quack’s in that set. •To achieve an average of 500 visitors each week, with an average walk in transaction rate of $10.00, and preorder transaction rate of $45.00 •To establish a loyal customer base of at least 800 within the first year – 8 months total. Advertising •To achieve a 30% awareness of the Quack’s name and location across the recommended target[s] in the determined trade area and surroundings. •To establish regular bi-monthly interaction with the loyal customer base. •To successfully support two local promotions, establishing at least one of these promotions as a long-term tool for future Quack’s efforts.
PRODUCT AND BRAND VARIABLES
Product Quack’s bakes all goods from scratch1 using natural ingredients. Their menu includes pies, cakes, cookies and a variety of other pastries. For breakfast they have kolaches, breakfast sandwiches, and eggs, while for lunch they have paninis2. They also feature a fresh, locally-roasted espresso line. Additionally, an assortment of non-coffee drinks including teas and sodas are served2. Regarding cross-promotional opportunities, Quack’s is also open to selling products from local businesses2. Place Quack’s operates primarily out of its physical location. Quack’s wholesales their baked goods to local cafes and shops3. Secondly, Quack’s supports the community by selling other businesses’ products2. Promotion One way that Quack’s promotes itself is by wordof-mouth advertising. Quack’s has advertised in local newspapers (paid media)4. Additionally, local5and national6 news sources have mentioned Quack’s (earned media). In social media, Quack’s
occasionally communicates via Facebook, Twitter, and Pinterest. While Quack’s has over 1,500 likes and over 5,000 visits on their Facebook, they don’t consistently update their page or promptly respond to comments in a timely manner7. On Twitter, Quack’s has 777 followers. They don’t often tweet out information. Instead, they connect with consumers and promote the Quack’s brand primarily through conversations with consumers. On Pinterest, Quack’s has virtually no presence with 0 followers and only 5 likes7. Price Everything on the menu is moderately priced. Smaller sweets generally cost less than five dollars. Coffee ranges from three to six dollars depending on size and type. Specialty items, like whole cakes and pies, vary in cost8.
1 Quack’s Bakery website. 2 Menu, Quack’s Bakery website. 3 Wholesale information, Quack’s Bakery website. 4 Austin American-Statesman. Published Nov. 21, 2005. 5 The Daily Texan. Published Nov. 26, 2013. 6 Nylon magazine. Published Nov. 7, 2013. 7 Quack’s social media (Facebook, Twitter, Pinterest).
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TARGET MARKETS To be successful in this new location, Quack’s needs to identify who they want to target in order to begin the conversation. First, our team set out researching information on coffee consumers in general. We discovered that 40% of 18-24 year olds drink coffee each day . Additionally, 54% of adults age 25-39 report drinking coffee each day1. Secondly, by going to Quack’s, we found that different age groups visit the bakery at different times - students go late afternoons and night times, while young professionals go mornings and afternoons2. From this combination of primary and secondary research, our team has chosen two segments to target in the Old Market District: John (Primary) and Mary (Secondary).
John, 20, is a full-time student in college. Aside from school, he is involved in many on-campus organizations and works part-time, saving most of his earnings to pay for his living expenses. When John finds himself with extra money, he likes to treat himself by going out and spending time with friends, rather than spending money on new things for himself. John is very focused on his studies, however finds his university’s library lacking -- it’s always too crowded and uncomfortable. So, he looks elsewhere for study locations. Tom would most likely visit Quack’s during afternoons and evening after his classes and other obligations, or on the weekends. Mary, 27, is a single, young, business professional making near $50,000 annually. Due to the nature of her work, she often finds herself strapped for time, focusing much of her attention on her future and her career. Mary lives just a few blocks from her current workplace, so she walks or rides her bike to work. Mary enjoys going shopping for herself on weekends, and doesn’t mind spending a little more money for better quality products and organic food. During her time off, Mary enjoys catching up with friends, trying new restaurants in the area, and meeting new people. Mary would most likely visit Quack’s during her mornings and evening before and after work, respectively, and on the weekends.
1 “Coffee Shop 2012.” Report. Small Business Development Network. 2 Primary research of Quack’s Bakery.
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GEOGRAPHY Located on the west banks of the Missouri River, sits Omaha, Nebraska, the largest city in the state with a population of over 420,0001. The city boasts a burgeoning economy, headquartering several Fortune 500 companies and bringing opportunities for young professionals2. The Old Market District, the new branch location for Quack’s, is a social and entertainment center for Omaha, containing restaurants, bars, galleries, and shops. We have selected to focus in on the 68102 zip code which includes downtown Omaha and Quack’s new location. We chose this zip code because it is centrally located for each of our target markets. Our first target, John (the full-time student) lives a mile away from Quack’s at Creighton University3. We believe students from the university, approximately 4,100 undergraduates, will make the short trip to Quack’s in order to study and socialize4. Data
suggests that a high concentration of our second target (young professionals) live within walking distance of Quack’s. The zip code 68102 contains 6,795 residents with 40% between the ages of 20-35 years old5. For this target segment, Quack’s bakery acts as the intermediate between work and home - where Mary can grab her coffee on the go, but also enjoy herself after work.
Located in the heart of Omaha, the Old Market district is home to many young students and professionals.
1 City-data.com. 2 Forbes Magazine. 3 Google Maps. 4 Creighton University. 5 PRIZM.
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THE COMPETITION Quack’s primary competitor is Aromas + Bliss, also residing directly in the Old Market District. A passionate young entrepreneur, Autumn Pruitt, established the company in 2011. Her vision for Aroma was to offer “better than homemade” goods and services with precision, perfection, and expertise1. All their pastries are gourmet and made from scratch. The company continues to innovate by introducing new drinks and desserts and by updating their cooking techniques often. Aroma holds several competitive advantages over Quack’s including a close proximity to our potential target consumers, offering unique services, engaging heavily in social media, and hosting events for neighborhood businesses and locals. With close proximity to the Old Market District, Aroma attracts the same potential targets as Quack’s, and with multiple storefronts, Aroma holds a higher place on consumers’ evoked set of coffee shops. This means consumers may choose Aroma over Quack’s because Aroma has higher brand recognition. Aroma also offers a unique coffee-cart service that caters to special events such as weddings, business gatherings, and personal parties2. Their cart will go anywhere to bring you delicious coffee, including concerts and other events. Aroma’s biggest advantage is their persistent engagement with social media. Their most recognizable media activity focuses on digital media. They place content primarily on social media sites (Facebook, Twitter and Instagram).
The coffee shop constantly updates these platforms as well as their website blog. On Facebook, Aroma has 1,824 likes and 544 visits. Most important, they post daily photos and information on their products and brand. According to Facebook, Aroma’s target age group is between 25-34 years old. The owner of Aroma, Autumn Pruitt, runs the updates on their Twitter page, which currently has 737 followers. On a daily basis, they tweet out similar information posted on their Facebook. Lastly, approximately 500 users follow Aroma on Instagram3. Aroma’s blog is regularly updated on their website in a charming, informative way. They appeal to consumers by speaking with them on a one-to-one basis. The coffee shop takes one step further by integrating video, photo, and other social media platforms. To support the Omaha community, Aroma offers a space for small businesses and individuals to hold their own events. They’ve also partnered with 402 Arts Organization, a non-profit organization that teaches music and art to aspiring artists4. Additionally, on a national scale, Aroma supports Big Omaha, a yearly leadership seminar held in the Old Market District5.
1 Aroma + Bliss website. 2 Coffee-cart Service Description, Aroma + Bliss. 3 Aroma + Bliss Social Media Platforms. 4 “Coffee shop and arts nonprofit brew co-working partnership.” Nebraska Entrepeneurship. Published April 23, 2014. 5 Big Omaha Even Recap, Aroma + Bliss weblog.
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OUR MEDIA OPTIONS
MEDIUM
PRINT MEDIA OPTIONS AND COST ESTIMATES
NEWSPAPER
MAGAZINE
LOCAL DIGI. DISPLAY OOH
PUBLICATION NAME
COST
REACH
Omaha World-Herald
Open Rate 177.00 weekday, 222.00 Sunday
135847 (Weekday) 168902 (Sunday)
The Creightonian (Creighton Student Newspaper)
Full page: $380 Full Color: add $250 Spot WColor: add $100
The Encounter (Local entertainment magazine)
$980-1400 per full color page, based on number of issues.
Omaha Magazine (City version)
$2460-3520 per full color page, based on number of issues.
Students at Creighton University.
36,000 printed, 180,000+ Print & Web Readership
KETV.com (local news site)
222916 unique visitors
v33% are in our target market.
Bellevue Leader (omaha. com)
540013 unique visitors
29% are in our target market.
Lamar Advertising
Digital Billboard: $1890/4wk
1332 spots per day
Lamar Advertising
Bulletin: $177 CPP for 50 Rating Points=$8550/4wk. No extra cost for rotary.
1.8m impressions, 61.9% reach.
Lamar Advertising
Poster: $62.50 CPP for 50 Rating Points= $3125/wk
1.3m impressions
Waitt Outdoor of Omaha
SQAD RADIO
140 boards in the Omaha area.
SQAD HHTV
SOCIAL MEDIA
Daypart
CPP
Daypart
CPP
Sites managed
Cost
AM
49
103
Facebook, Twitter
$10/hr, 15hr/wk, $600/mo.
Day
49
Prime Access
PM
49
Evening
49
*Cost-per-points are for 60 second commercials, for persons 18+ from Q2 2014.
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DEMOGRAPHICS
Prime
150
Late News
113
Late Fringe
94
Service
SEM Options
Google Adwords
Budget
Impressions
$5.00/day
14.4-17.6/day
BOILED DOWN
Brand Essence • Quack’s brand essence encompasses a humbling, honest personality. • They stress quality, home-style comfort food. Product Brand ID • Wholesales their baked goods to local business. • Resells other businesses’ products. • Does not update their social media platforms often. Target ID • 40% of 18-24 year olds drink coffee each day. • 54% of adults age 25-39 drink coffee each day. • Students visit Quack’s in late afternoons and at night, while young professionals go in mornings and afternoons. Geographic Profile • Omaha hosts a burgeoning economy, with several Fortune 500 companies, providing opportunities for young professionals. • The 68102 zip code includes downtown Omaha and Quack’s new location, a central location for the target market. • Of residents in 68102, 40% are aged 20-35. Competitive Profile • Aroma + Bliss, Quack’s main competitor, offers “better than homemade” goods and services. • Aroma + Bliss is in close proximity to Quack’s potential consumers. • They have multiple locations, which contributes to higher brand recognition. • Aroma + Bliss constantly communicates with its consumers via social media. 12
PART II
M
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D
I
A
P
L
A
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Recommendations and Budget
EXECUTIVE SUMMARY Recommendations and Budget
In order to establish Quack’s in the Old Market District, our media efforts will be strategically planned to meet the following objectives: 1) raise awareness, 2) integrate Quack’s into the Omaha community, and 3) gain a return on investments. Quack’s has allocated a media budget of $52,000, which we will use for three flights over eight months -- beginning in the end of April and continuing well into December. Flight one (Sounding the Arrival) occurs a week before Quack’s Grand Opening from Saturday, April 25th to May 1st, 2015. Its purpose is to informally introduce the community to Quack’s Bakery. We will create buzz and brand awareness through guerrilla advertising, launch Quack’s social media platforms, and kickstart SEO/SEM. These efforts total to $11,420.00. Flight two (Landing with a Splash) starts on launch day, May 1st, 2015. Over five weeks, Quack’s will establish itself in the new trade area and foster customer loyalty. We dedicate $17,420.00 to Quack’s reward program, participation in local events, and digital advertising. Flight three (Nesting in Omaha) begins in June and extends over seven months. By actively supporting community-wide events, and advertising to college students at Creighton University nearby, Quack’s will become part of the neighborhood. We allocate $22,010.00 to help Quack’s reach these goals. Included in this plan is a flowchart that details when each media effort will launch as well as how we measure success for each media activity. Lastly, we’ll list all expenses from each flight in an organized budget. We’ve set aside a contingency of 2.86% of our total budget to account for possible opportunities in the future.
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COMMUNICATION PLATFORM
Establish Quack’s in the Old Market District as an honest, humble coffee shop that supports the growth of the Omaha community through collaboration and quality, homemade food.
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MEDIA OBJECTIVES AWARENESS
INTEGRATION
We want to tell everyone about Quack’s Bakery. To create buzz before arriving in Omaha, we’ll use guerilla-advertising. Then, upon landing, we’ll advertise through social media, traditional, and digital channels. These efforts will create an impact on our targets and tell how a new coffee shop with an Austin, Texas vibe just landed in the Old Market District.
Quack’s wants to become part of the neighborhood. To do this, we’ll get the bakery involved in several local art, food, and music festivals. By attending the events important to the Omaha community, Quack’s will show that it truly cares. And as a result, we’ll establish brand loyalty and begin attracting consumers outside our main target markets.
RETURN ON INVESTMENT We want Quack’s to survive its first season and go on to live many more in the Old Market District. With a rewards program and several promotional discounts, one specifically aimed at college students, we’ll drive consumers to purchase. Overall, our media efforts will build a strong financial foundation for Quack’s Bakery.
MEDIA MENU ADDITIONS Event Sponsorship Event
Cost
Taste of Omaha
450
Omaha Summer Arts Fest
1000
Omaha Triathalon
1000
Maha Music Festival
1200
Online Video Ads
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Service
Est. CPM
Hulu
27.61
Promotional Vehicle Rental Service
Est. Cost
Duck Boat (Amphibious Bus)
$10/hr, 15hr/wk, $600/mo.
Social Media Ads
Platform
Est. CPC
Est. Total Cost
.10 - .20
5215
2.50 - 3.50
2995
SOUNDING THE ARRIVAL Guerrilla Advertising Event: Mobile Duck Boat We’re very eager to open the new Quack’s Bakery. So eager, we want to bring a slice of Austin to Omaha before they open. To create a unique experience that will foster buzz for Quack’s launch, we’ll execute a guerrilla-advertising effort in the form of a mobile duck boat. The duck boat will drive around the Old Market District (zip code 68102) on Saturday, April 25, 2015. The interior of the duck boat will be decorated to look and feel like the inside of Quack’s bakery -- warm, comfortable, and inviting. Quack’s will provide complimentary pastries and drinks aboard to give customers a taste of what Quack’s has to offer. Upon entering the duck boat, we will give visitors a handbill advertising Quack’s grand opening as well as informing them of the bakery’s history and brand essence. Additionally, the handbill will detail a social media contest encouraging visitors to follow and share Quack’s on its social media platforms. The winner of the contest, who we select at random, will receive a custom cake. The quirky nature and uniqueness of the duck boat will attract our targets’ curiosity and attention as they walk the streets.
$11, 420
300 Social Conversations 150 Twitter Followers 2.5% CTR on SEM 2,000 Hand Bill Imps
Launch Our Own Social Media Platforms In concurrence with the distribution of handbills on the duck boat, we’ll launch Quack’s social media platforms -- Facebook, Twitter, and Instagram. We’ll hire an intern to manage each platform, releasing original, fun, and creative content everyday. The focus of our social media will be to deliver relevant content that connects with our targets and their interests.
SEO/SEM Throughout the entire campaign, we’ll use Google AdWords to place ads on searches related to keywords including coffee shops, bakery, and old market. Over time, we hope to increase their natural pake rank on search engines. For this, our social media intern will reach out to local news entities and inform them on all of Quack’s upcoming promotions. This will create relevancy for the bakery due to other publications linking to Quack’s website and social media platforms.
An example of the promotional duck boat.
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LANDING WITH A SPLASH Grand Opening / Reward Program
Taste of Omaha Promotional Effort
Quack’s grand opening on May 1st, 2015 is the launch of the second flight. During the opening, we will introduce Quack’s reward program to foster a long-term relationship with customers. Customers who join can accumulate points from repeat purchases and receive promotional discounts and special offers. Among the many perks include free coffee after every sixth purchase and a free treat on the member’s birthday. Our purpose with the grand opening is to introduce Quack’s to Omaha in an impactful way, gain brand awareness, and incentivize customers to join our reward program.
Taste of Omaha, the city’s annual festival running May 29-31st, is a free event for the public that celebrates the culinary successes of local restaurants. Besides food, the festival features live music, dancing, and other cultural activities. For these reasons, Taste of Omaha is sure to attract our target market. Featuring Quack’s as a participating restaurant at the Taste of Omaha will give the bakery a chance to interact and share its goods with the community.
Farmer’s Market Promotional Effort In order to aid their official arrival, Quack’s will set up a kiosk on Saturday, May 2nd at the Old Market District’s local farmer’s market to sell pastries and freshly brewed coffee. This will position Quack’s as a supporter of local, organic food, which is something our target markets care about. The purpose of this activity is to spread general awareness for the brand and to begin a continuous, weekly effort for Quack’s -- every Saturday until October.
Hulu Advertising Our targets have shifted away from cable and into online-video streaming. We’ll advertise on Hulu to reach them. Beginning this flight, but continuing until the final flight, we’ll implement an advertising campaign geographically focused on our targets’ zip code (68102) and market. Users of Hulu watch TV and movie content across platforms -- on computers, tablets, and smartphones. However, regardless of whether they have a free or premium subscription, viewers cannot skip video advertisements. This makes Hulu an effective platform to advertise to our targets.
Social Media Advertising
$17,085
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10K Hulu Imps 250 Twitter Followers 140K Digital News Imps 1.8m Billboard Imps
Quack’s continuous effort in social media through the second flight instills the regular engagement with followers in all platforms. Followers will continue to receive daily updates on Facebook, Twitter and Instagram over menu offerings, promotional discounts, and events. In addition, online displays will be introduced in this flight for both Facebook and Twitter. Online displays will reinforce reaching our target audience, increase awareness, and encourage direct clicks. Through our social media involvement, we will continue to create meaningful and personalized conversations with our followers.
NESTING IN OMAHA Omaha Summer Arts Festival: Tastefest Flight three begins our immersion into the community with the Summer Arts Festival which takes place June 6-8, 2015. This annual festival features premier art and entertainment, accompanied by live music and delicious food for festival goers to enjoy. Quack’s participation in the Summer Arts Festival as a vendor exposes them to the over 70,000 festival attendees. Our booth will be set up to accommodate the multitude of hungry festival goers with delicious coffee and pastries. Our involvement as a vendor will expose our brand and products to an expanded audience especially among a community of art appreciators.
Omaha Triathlon On July 20th, 2015, Quack’s will sponsor the annual Omaha Triathlon, showcasing their logo on banners and selling goods to spectators. As a special treat, Quack’s will donate free coffee and pastries to all who participate. This will be a great way to reach and build relationships with the thousands of participants plus their families.
Maha Music Festival For the past five years, Omaha has been home to one of the nation’s premiere small music festivals. One day each August, the Maha Music Festival hosts national and local acts across two stages. It features local food vendors, other entertainment, and showcases local nonprofits. Headliners for 2014
$22,010
1500 Off/Online Convo 800 Twitter Followers 4,500 College Print Imps $3000 Farmers Mkt Sales
were Death Cab for Cutie, Local Natives, and the Head and the Heart. For the 2015 festival, Quack’s will help sponsor and act as a vendor, using the platform to spread awareness of the brand to local music fans.
A Place for Students to Go Beginning in the end of August, we will start advertising on campus to the students of nearby Creighton University. Creighton is located a mile away from the Old Market district and many of its 8,000 students will be looking for places to grab coffee before class or during a big study session. Quack’s will advertise in the student newspaper, the Creightonian, for all of its weekly publications during the Fall semester. The American Campus Company will also be utilized to hang posters and distribute flyers throughout the campus.
Sources: Omaha Summer Arts Festival website; Omaha Triathlon website; Maha Music Festival website; Creighton University website
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BUDGET BREAKDOWN By Flight
Flight 1 (1 week)
Per Day
$ Total
$10,000.00
$10,000.00
Social Media
$30.00
$210.00
SEM
$10.00
$70.00
SM Intern
$20.00
$140.00
Duck Boat
Hand Bills
$1,000.00
Total
Flight 2 (5 weeks)
$11,420.00
Per Week
$ Total
Farmer's Market
$750.00
$750.00
Taste of Omaha
$450.00
$450.00
27.61 CPM
$2,760.00
Social Media
$200.00
$1,000.00
SM Intern
$140.00
$700.00
Hulu
Billboards Digital Newspaper (The Reader) SEM
$8,550.00 $525.00
$2,625.00
$50.00
$250.00
Total
Flight 3 (7 months)
$17,085.00
Per Month
$ Total
Omaha Summer Arts Festival
$1,000.00
$1,000.00
Omaha Triathlon
$1,000.00
$1,000.00
*Maha Music Festival
$1,200.00
$1,200.00
27.61 CPM
$2,760.00
$1,000.00
$7,000.00
SM Intern
$700.00
$4,900.00
Newspaper (The Creightonian)
$200.00
$2,000.00
SEM
$200.00
$1,400.00
Creighton University Posters
$750.00
$750.00
Hulu Social Media
Total
$22,010.00
Sources: SRDS, Lamar Outdoors, Hulu, Facebook, Twitter, Instagram. *Prices estimated from events of a similar nature; events which function in a related way.
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FINAL MEDIA MIX ! ! ! Medium !
$ Total/Medium
% of Mix
Promotional Farmer's Market Maha Music Festival Omaha Triathlon Taste of Omaha Omaha Summer Arts Festival Hand Bills
$ 5,400.00
10.4%
Online Display Social Media (Facebook, Twitter, Instagram)
$ 8,210.00
15.8%
Digital Video Hulu
$ 5,520.00
10.6%
Out-of-Home Billboards Creighton University Posters
$ 9,300.00
17.9%
Social Media Intern
$ 5,740.00
11.0%
SEM
$ 1,720.00
3.3%
Non-Traditional Duck Boat
$ 10,000.00
19.2%
Newspaper Digital Newspaper (The Reader) Print Newspaper (The Creightonian)
$ 4,625.00
8.9%
Contingency
$ 1,485.00
2.9%
Total
$ 52,000.00
100.0%
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FLOWCHART Flight 1 Announcing Our Arrival
Sounding the Arrival: April 25 - May 1 Saturday April 25 - Friday May 1 25-Apr
26-Apr
Duck Boat
27-Apr
28-Apr
29-Apr
30-Apr
Budget: $10,000 KPI: Generate 300 conversations on social media
Social Media
Budget: $210 KPI: 150 followers on Twitter and 100 Likes on Facebook by end of flight
SEM
Budget: $70 KPI: Obtain a CTR of 2.5%
SM Intern
Budget: $140
Hand Bills
Budget: $1,000 KPI: 2,000 IMPS
Flight 2 Land with a Splash
Landing with a Splash: May 1 - June 5 May 1 - June 5 1-May
8-May
15-May
22-May
Old Market Farmers Market
5-Jun
Budget: $750 KPI: Average $250 in sales per week
Taste of Omaha
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29-May
Budget: $450 KPI: 500 Offline/Online Conversations
Hulu
Budget: $2,760 KPI: 100,000 IMPS
Social Media
Budget: 1,000 KPI: 250 Twitter followers and 200 Likes on Facebook by end of flight
SM Intern
Budget: $700
Digital Newspaper
Budget: $2,625 KPI: 140,000 IMPS
SEM
Budget: $250 KPI: Obtain a CTR of 3%
Billboard
Budget: $8,550 KPI: 1.8 million IMPS
1-May
Flight 3 Nest in Omaha
Nesting in Omaha: June 1 - December 31 June 1 - December 31
June
Omaha Summer Arts Festival
July
August
November
December
Budget: $1,000 KPI: 500 Offline/Online Conversations
Maha Music Festival
Budget: $1,200 KPI: 500 Offline/Online Conversations
Farmers Market
Budget: $750 KPI: Average $350 in sales per week
Hulu
Budget: $2,760 KPI: Generate 100,000 Impressions
Social Media
Budget: $7,000 KPI: 800 Twitter followers and 700 Facebook Likes by end of flight
SM Intern
Budget: $4,900
Newspaper (The Creightonian)
American Campus
October
Budget: $1,000 KPI: 500 Offline/Online Conversations
Omaha Triathlon
SEM
September
Budget: $2,000 KPI: 3,000 Impression amoung students at Creighton
Budget: $1,400 KPI; Obtain a CTR of 4%
Budget: $750 1,500 Impressions amoung students at Creighton
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CALL TO ACTION If selected as Quack’s agency, we’ll implement media efforts on April 25th, 2015 and continue through late October. Additionally, we’ll reinforce Quack’s brand essence using social media and promotional efforts through December. For Quack’s to grow, we advise they maintain brand loyalty with regular appearances at local events and by placing relevant media. In order to survive the harsh, first season of business in the Old Market District, Quack’s Bakery will need a solid, strategic media plan -- one that only we can provide. We are the right choice because we are educated, organized, and passionate. What do you say, Old Sport?
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