Media Plan RFP May-December 2012
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Table of Contents Inspire ATX.......................................................................... 2
Campaign Scope............................................................... 3
Executive Summary........................................................ 4 ANALYZE The The The The The The
Brand................................................................ 6 Location.......................................................... 7 Competition.................................................. 8 0pportunity.................................................... 9 0ther “Stuff”................................................... 10 Target................................................................. 11-12
MEDIA The The The The
0bjectives......................................................... 16 Vision.................................................................. 17 Critical Points............................................... 18 Media Plan...................................................... 19
STRATEGY
Continuous Media................................................ Flight One.................................................................. Flight Two.................................................................. Flight Three.............................................................. The Budget................................................................
22 23-24 25-26 27-29 30-31
The Flow Chart....................................................... 32-33
The Appendix....................................................................... 34-35
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Meet the team Snapshot:
Jessica
Lauren is from a small town in Bangs, Texas. While her hometown is small, her competitive spirit is larger than life. Lauren’s competitive nature makes her an excellent asset to Inspire ATX.
Eaton
A Little Extra: Snapshot:
Jessica is always offering to share her wonderful expertise with others to make their tasks easier. She has a knack for remembering small details about clients, ideas, what you ate for lunch five days ago, whatever a regular person might forget.
When she’s not handing out Glitter Unicorn Stickers to the masses, you can find her mastering the art of foosball with her handy dandy pocket foosball table.
Saman tha Harris
A Little Extra:
She never goes anywhere without her Harry Potter glasses assuring she can capture the Golden Snitch throughout the day.
Snapshot:
Madison brings her high energy and multitasking talent to create phenomenal media plans with her agency. She can handle anything that is thrown her way.
A Little Extra:
She never forgets to check her mood ring and always remembers to bring her lunch in her burger lunch box.
an
g Mor
Madison Spen ce
Sammie has a bubbly and outgoing personality perfect for a career in Public Relations. Her innovative ideas are perfect for thinking of out-of-the-box ideas.
A Little Extra:
Sammie craves bacon flavored lollipops, carries her bacon wallet in her purse and covers her knees in bacon bandages. She loves bacon, seriously.
Snapshot:
y eve
Growing up in Austin, Hailey Harbour knows this city inside and out. Her keen eye for design is a coveted quality many in the agency could only hope for.
Gr
r
arbou Hailey H Snapshot:
Growing up in Cincinnati, Morgan brings a midwestern flare to the group. Her superman writing skills are an asset to any project.
A Little Extra:
Acting out the ultimate duel between long time arch-enemies, bacon and tofu, using her Bacon vs. Tofu playset (Bacon always wins duh!)
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Snapshot:
A Little Extra:
When she’s not handing out Glitter Unicorn Stickers to the masses, you can find her mastering the art of foosball with her handy dandy pocket foosball table.
Campaign Scope
Established in 1987, Toy Joy is truly an Austin original. From bubble tea to finger Narwal puppets to vegan soft serve, Toy Joy is unique. After an extended stay in Kansas City, Missouri, a co-owner expressed the wish to make KC a second home for the not-so-average toy store. This store will be located in the heart of the famous, bustling and creative River Market on 5th Street. It will be opening the doors in May 2012. The goal of the campaign is to bring people into the store and educate them about Toy Joy’s unusual products. The allocated budget of $65,000 for May to December 31 will transform Toy Joy into a destination for this creative community.
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Executive Summary As Toy Joy ventures into new territory with the opening of a store in Kansas City, MO, it is imperative to keep in mind the core characteristics that have made Toy Joy a local favorite in Austin, Texas. Creating a visually stimulating experience and maintaining excellent customer service will help to ease Toy Joy’s transition into the lively Kansas City River Market. Inspire ATX decided to cater Toy Joy’s campaign toward a core target market of creative individuals ranging from art enthusiasts, collectors, and music lovers. Toy Joy’s single most important aspect of this expansion is making their presence known in the River Market area as well as create awareness, build knowledge and foster a relationship with Kansas Citians. By communicating our messages about Toy Joy’s brand through print advertisements with trusted local news sources, interactive and online media, popular radio stations, aggressive guerrilla marketing and sponsoring promotional events, we will not only drive store traffic, but also establish the store as a community event center for Toy Joy enthusiasts. In order to fully integrate Toy Joy into the Kansas City culture and community, we have designed a marketing schedule based around three flights that will build upon each other. Toy Joy will implement direct mail, radio and print advertising strategies that will help establish the Toy Joy name, generate brand awareness, and most importantly drive traffic to the store. These mediums will also be used to publicize our promotional events in store as well as in the River market area, which will help establish Toy
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Joy as a company who is involved in the local community. In summary, we believe this plan will allow Toy Joy to take full advantage of the opportunities available in Kansas City to create a toy destination that can compete financially, thrive within the community as a unique experience that truly cares about their customers and establish the local “Keep Austin Weird” feel that has made Toy Joy the unusual and lessthan-typical toy store.
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The Brand Toy Joy is an independent toy store that was established in 19871. It eventually moved to its present location on Guadalupe and 29th Street providing Austin locals with meaningful toys. In 2008, Lizzy and Trevor Newsome bought Toy Joy and have since dedicated their lives to toys and the pursuit of fun. The store soon became known as one of the largest and most popular toy retailers in the United States. People travel from all over the globe to experience the less than typical toy store. As an independent toy retailer, Toy Joy offers a breadth of products not usually found in your traditional children’s toy store. From Hello Kitty and friends to Jack-in-the-Boxes and Etch-a-Sketches, Toy Joy is a specialty toy store that allows customers the perfect combination of product satisfaction and customer experience. In the past few years, Toy Joy has expanded its store from simply toys and nostalgic playthings to adding a café with vegan soft serve and bubble teas. Toy Joy offers an experience unlike other children’s toy stores. Toy Joy’s success is directly related to developing a tightly knit, dedicated staff, delivering excellent customer service. Being that Toy Joy occupies a fairly small store space, employees are empowered to be attentive to the customer’s needs and questions without being overly invasive. The store also provides free gift-wrapping services to all customers, making sure they go above and beyond to accommodate their customer’s needs. In keeping up with the Keep Austin Weird mantra, Toy Joy ensures that customers are experiencing more than a children’s toy store, but a museum of weird and unusual.
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The Location
Kansas City, Missouri
With a population of 459,787, Kansas City, Missouri is a perfect second home for Toy Joy1. Most of the city overlooks the Missouri and Kansas Rivers2. Due to the city having more boulevards than any other city except Paris, Kansas City has earned the nickname “Paris of the Plains.2” The city is well known for its contributions to the artistic community as well as its barbeque. The creative culture of Kansas City is very prevalent. Walt Disney himself took classes at the Kansas City Art Institute3. Its mission is to be a leader in visual arts and design education3. The University of Missouri - Kansas City houses its own Conservatory of Music and Dance and the Kansas City Repertory Theatre4. Both of these fine arts centers help UMKC become an integral part of Kansas City’s cultural character. Rockhurst University’s Center for Arts and Letters includes a range of cultural offerings such as readings, lectures, performances and films5. Avila University has its own Arts at Avila program that provides student with professional training by giving them the chance to work with artists and scholars and perform their art for the community6. Each of these four artistic schools provide Kansas City with its creative flavor. According to the 2010 U.S. Census, 459,787 people live in Kansas City, Missouri. Of that total, 223,183 (48%) are male and 236,604 (51%) are female(1). The population of Kansas City is predominantly white, with African American being the second most populous and a number of other diverse ethnicities as well1.
Kansas City River Market
The River Market is a vibrant culturally rich area located in the heart of Kansas City, Missouri. It is a bustling and fun place to shop, eat, work and live. The River Market area spans 0.365 square miles and has a population of 552 people7. Of that total, 331 are male (60%), a 12% difference compared to the Kansas City population average, and 221 are female (40%), a difference of 10% compared to the average1. The median age is 29 in the River Market area and the median household income is $38,9127.
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The Competition
River Market Antique Mall
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The River Market Antique Mall is located 0.4 miles from Toy Joy. They offer a wide selection of antiques, “fine to funky” from over 100 dealers5. Their shop is a four-story 30,000 square foot building5. They were voted “Best Antique Shop in KC” by readers of the Pitch Weekly as well as 2005’s Best of Winner for “Most Dealer-Friendly Mall.5” It has an average of 4.5 star reviews on Yelp, consumers are impressed with their wide variety of antiques, huge store, and uniqueness of products6. It was ranked 2nd in places to shop in River City Market7.
Lollicup Tea Zone specializes in making a variety of bubble tea and is located only 0.2 miles from Toy Joy. The convenience of the Lollicup Tea Zone location in relation to Toy Joy will decrease consumer purchases in the Toy Joy Café. The River City Market is about experiences, so consumers will take into consideration store specialties when considering what would guarantee the best experience. Lollicup serves over 50 types of drinks including flavoured teas, milk teas, coffee, blended beverages, smoothies and juices4. Lollicup Tea Zone also carries over 90 varieties of premium loose leaf teas4. Yelp has excellent reviews for Lollicup, consumers are very fond of their bubble tea1. According to Lollicup Tea Zone’s Facebook page, they have also recently added frozen yogurt to their menu as well3. They do not open until noon Tuesday- Friday, which has some customers upset1. fond of their bubble tea.
This po s differen itive review o n t items the wri Zoom from y ter enjo e yed se lp.com expla eing at in the sto s the re.
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Zoom
Lollicup Tea Zone
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It is located in Country Club Plaza, 6 miles from Toy Joy. Zoom has a wide variety of unique toys. The store mainly targets the child market. Kids love the store, and adults love that the store makes them feel like kids10. “Zoom’s 6,6000 square feet of new space includes puzzles, puppets, personalized stainless steel water bottles, board games, folding trampolines, and so much more”9. Zoom carries new toys as well as the old favorites. Zoom has a well-known metal lunch box collection that hangs in the store, above all the toys 9.
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Brookeside Toy & Science
Walmart
Toys R Us
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Walmart has more 3,868 total units in the United States and 5,679 total International units15. In the 2012 fiscal year, Walmart had sales of $443 billion15. Walmart employees 2.2 million associate worldwide15. There are four Walmart’s in Kansas City, MO. The closest location is 10.9 miles away from Toy Joy.
Brookside Toy and Science is locally owned and operated since 196412. They are often referred to as “Your science fair headquarters”12. Brookside Toy and Science is a family store with classic toys. They have about 33 brands within the store12. Brookside Toy and Science is located about 9.3 miles from Toy Joy14.
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Toys “R” Us has over 600 stores internationally and over 140 licensed stores in 35 countries and jurisdictions outside the United States, including Australia, Canada, France, The Netherlands, Germany, Portugal, Spain and the United Kingdom, among others16. Toys “R” Us is often referred to as the top company in the retail toys industry. Toys “R” Us has over 13 million dollars in sales each year and around 70,000 employees16. There are 3 Toys “R” Us locations in Kansas City, Mo. Direct Competitor Indirect Competitor
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The 0pportunity Kansas City’s new nickname, “America’s Creative Crossroad”1, proves its innovative atmosphere for young professionals in the art and music industries.The Kansas City River Market 2 is a culturally rich area in the heart of the city. It is known for being a vibrant, friendly and fun place to shop, eat, 12 work and live. The most popular age group of individuals living in the River Market neighborhood is 25-34, which is coincidentally the same age group of the most popular Toy Joy shoppers at the Austin location. The Kansas City River Market holds many events throughout the year, providing opportunities for Toy Joy to advertise and promote to locals and tourists of all ages. There are many concerts in the area as well as other performing art shows. Music advocates are one of the target subgroups Toy Joy wants to engage. These events will get the Toy Joy name out to the public which will then open an opportunity for word of mouth advertising. There are no other unique toy stores in the area so this provides an opportunity to create a new market and a new demand for this type of toy store, especially since it additionally offers bubble tea and vegan ice cream.
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The 0ther “Stuff”
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The Target As a top ranked city on the creative index1, it can be determined there is an abundance of uniquely creative individuals in Kansas City, Missouri. The creative can be defined by their attraction to music, art, and fun. They are both introverted and extroverted. Although extremely playful, they still have the ability to dedicate themselves to their passion. They are also very inclined to appreciate the finer things in life. Most commonly they are said to be “complex,” but their vast amount of individual characteristics represent huge opportunities for brand ambassadors2. Toy Joy’s distinctiveness coincides with the psychographic represented by the creative individual. In concordance
with this, and the common demographic between Toy Joy’s current advocates and the geographic area, it can be determined that Toy Joy will benefit greatly by building a brand off of creative individuals age 25-34.
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CREATIVE 12
Art Enthusist
Henry is single, 25 years old and loves anything art-related. He received his bachelor degree in art history at the University of Kansas. Last year, Henry decided to go back to school at Kansas City Art Institute to specialize in graphic design. He is recently single and lives alone in a studio apartment at the River Market. Henry loves being close to the farmer’s market since he has been a vegetarian for nine years. When shopping, Henry looks for unique and eccentric products. His pride and joy are his nieces and nephews that live in the suburbs of Kansas City. He loves to spoil them with toys he used to play with when he was young, like Etch-A-Sketches and bouncy balls.
Collector
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Dave is a 34-year-old advertising executive at Barkley Advertising Agency. He and his wife, Lisa, have three children and live in the Sheffield area of Kansas City. He got his master’s degree at the University of Missouri at Kansas City and has yet to leave the city. Dave’s main hobby is collecting unique toys and objects. His first big expenditure after his promotion to a management position was to convert a storage room in his house to a collection room. At work, Dave likes to keep the atmosphere relaxed, and his favorite way to do that is through pranks and practical jokes. He takes his children toy shopping on weekends and secretly searches for toys he can use in the office and place in his collection room.
Music Lover
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Allie is a 29-year-old Public Relations Director at Second Nature Recordings. She is married to Richie, a high school music teacher, and they live at the River Market. They have a three-year-old boy, Robbie, who is already convinced he is a rock star. On date nights, Allie and Richie like to go to local concerts around Kansas City. Allie’s favorite bands are Mumford and Sons, Coldplay, and 311. When not working, she spends time with Robbie while walking and exploring the shops, restaurants, and events at the River Market. Allie loves to buy Robbie abnormal toys from all over the world, especially japanese toys. 14
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The 0bjectives Marketing 0bjectives • To have a minimum in-store traffic
count of 3,500 within the first month of operations. • To sustain a regular average traffic count of 500/weekend and 200/weekday throughout the first year. • To achieve an average in-store check of $25 across the first six months of operation. • To develop an client base of 1,500 consumers in a core group.
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Advertising 0bjectives
• To achieve a 75% awareness
of the Toy Joy name, and a 50% knowledge of the new Toy Joy location among the target selected. • To successfully support two major traffic-building events, establishing one of these events as a longterm tool for future Toy Joy campaigns. 1
Media 0bjectives • Inform Kansas City about the
store, its location and grand opening. Efforts must also communicate that Toy Joy isn’t your typical toy store. • Make driving local Kansas City in-store sales a top priority for keeping the new location open. • Invent the idea that the new Kansas City Toy Joy store is more than a discovery. It is a destination.
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The Media Vision
Toy Joy provides a creative array of toys and an opportunity for a unique and entertaining experience. These media efforts will create the image of a place to have fun and take fun home with you:
• The plan is to use a pulsed pattern that will be made up of a continuous SEM and social media presence, along with three flights. • The initial goal is to focus on breadth and have a wide reach, then shift our efforts to depth and focus on a target market. • The use of media vehicles relevant to the target audience is necessary. • The end goal is to maintain a relationship with core customers in order to increase repeat purchases.
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The Critical Issues Critical Issue #1
Kansas Citians are not familiar with the Toy Joy brand.
Goal:Increase brand recognition and awareness Strategy:To use traditional and social media to maximize brand exposure Tactics: Radio and OOH ads, SEM, QR code, Facebook page, Twitter account, Foursquare, Reusable Bag Advertising
Critical Issue #2
Toy Joy does not have a core client base in Kansas City.
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Goal:To engage the target audience so they feel a connection to Toy Joy, thus become repeat shoppers Strategy:To channel media to specific target audience Tactics: Host events in store and promote events, Holiday Parties, Guerrilla marketing, Advertising in art magazine/newspaper
Search Engine Marketing
Radio (CPP)
Television (CPP)
Magazine
Out of Home
Newspaper
Interactive
Direct Mail
Guerilla Marketing
The Media Menu
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Y G E T A R T S 3
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Continuous Media: Overview
Continuous media allows consumers to have control over their interactions with the company. Because Toy Joy is constantly available to them, they can find it and interact with it on their own time. More so, when consumers are looking for toys and they find Toy Joy, we create a relevant connection- a windshield moment.
Total continuous budget = $7584
Search Engine Marketing
Toy Joy will utilize search engine marketing in order to increase brand recognition and awareness. It is imperative to appear relevant in search inquiries to individuals in the Kansas City area. The SEM will constantly continue throughout the media plan. Collectors, especially, will do their research online before they come into the store and purchase collectibles, therefore Toy Joy will be one of the first links they see on Google.
Google AdWords:
$20/day $304/month $4256/7 months
Facebook:
$10/day $304/month $2128/7 months
Total SEM budget: $6384
Social Media
Social media is an extremely relevant medium in relation to our target demographic. Facebook, Twitter and Foursquare will allow individuals to connect to the Toy Joy brand on their own time. Users are able to control and edit what they see, read, and write. This makes social media an effective medium because it allows users to establish an actual relationship with Toy Joy instead of creating a one-sided relationship. On social media, consumers are producers which gives viewers real life proof of the benefits of purchasing from Toy Joy.
Intern:
$8/hour 5 hours/1 week 30 weeks
Total social media budget: $1200
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Flight 0ne: Come Play With Us
May 1- May 31
Overview
With this first flight, Toy Joy begins its journey to becoming a well-established toy store in Kansas City. To kick it off, a major radio campaign will precede the grand opening by two weeks to foster buzz about the event. An ad campaign in Ink Magazine will be going on simultaneously with the radio effort. A week before the unveil, invites will be sent out via direct mail to toy enthusiasts inviting them to come out and play at the store’s grand opening event on May 5.
Total Flight One budget = $27,412
Grand Opening
This event shows all of the different personalities Toy Joy has to offer by inviting customers to come out and play around with all of the merchandise, sample the vegan ice cream, and listen to good music. Invitations will be sent out using direct mail to readers of the Entertainment Earth Catalog1. These consumers, both females and males, have an interest in various kinds of licensed products ranging from popular toy and gift items to high-end limited edition pieces and hard-to-find collectibles. A local band will kick off the event with a Kansas City flavor. Free samples of vegan ice cream will also be offered. $20 gift cards will be given to the first 100 customers to provide them with incentive to come out early.
Radio
This medium is successful at reaching large audiences and creating brand awareness which is essential for establishing Toy Joy as a brand in Kansas City. With radio, we are trying to achieve a good balance between both reach and frequency during the first flight so that we can achieve both breadth and depth in the target audience. Radio creates the opportunity for the target market to get a taste of Toy Joy’s unique personality. The ads will run during the PM drive daypart of the Fox Classic Rock to reach the consumer on his or her way back home from the office. We are aiming for 150 TRPs and a reach of 75, with a total cost of $8,7752.
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Print is another medium that will be used in flight one that has the ability to reach a large, but tailored audience. The specific medium that will be used is Ink Magazine, which goes into circulation in the Kansas City area every Wednesday. This magazine was chosen because it is written by our target market for our target market and it has a reach of 50,000. Three full page color ads will be placed in the magazine at the same time as the radio campaign and also a week after the “Come Play with Us” event so consumers are able to hear the personality of Toy Joy and see it at the same time with a fun visual. Each full page ad costs $2,2403, bringing the total cost of this medium in this flight $6,720. We will also be advertising in the Kansas City Star since it is the most widely read newspaper in the area with a daily circulation of 260,209. There will be a single color insertion placed in the paper every Friday for two weeks for $2,838 each. Bringing the total cost to advertise in the Kansas City Star to $5,676. These ads will run at the end of the month to remind shoppers to come in and purchase toys for the upcoming summer.
Media Breakdown 3% Direct Mail 21% Radio 32% Magazine 20%
"Come Play with Us" Event 24%
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Newspaper
Flight Two: Getting There is Half the Fun
June 1 - September 30
Overview
The first flight is vital to the strategy because the plan needs to have a wide breadth and reach as many people as possible. Flight two is when Toy Joy will reconnect with the initial customers to begin building a core group of consumers. The brand will remain present in the customers everyday lives through promotional events in the local community as well as a continuous social media presence.
Total Flight Two budget = $11,559
Social Media
In order to have a stronger presence in customer’s lives, Toy Joy needs to not only be in the local community but also on social media because that is where our target spends countless hours each day. In order to encourage word-of-mouth the moderators will post special offers and discounts available to customers that “like” the post on Facebook4. In addition to Facebook promotions, to encourage word-of-mouth as well as repeat visits, Toy Joy will offer 5% off for each “check-in” on Foursquare. A check-in allows people to see which of their friends have recently been to Toy Joy and any comments they have to add.
Print is another medium that will be used in Flight Two to reach the target audience. The print vehicle Toy Joy will be advertising in is a magazine relevant to our target audience called Ink Magazine. Ink’s audience is 25-34 year-olds5 and is The Kansas City Star’s lifestyle and entertainment publication. It is the only magazine in Kansas City produced by and for people in their 20s and 30s. Ink magazine has a circulation of 50,000 weekly5. The large square ad will cost $693 a week; because they offer a 13-week contract a 37% discount is received, bringing the total cost for print ads in Ink to $9,009 for the Flight Two5.
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Guerilla
Promotions at Concerts Kansas City loves to celebrate the arts, especially concerts. Toy Joy is going to use the various concerts in the River Market as an opportunity to pass out promotional koozies with a QR code on each one. The amount of koozies passed out at each event will be compared with the number of people that use the QR code to give us a better idea of who Toy Joy should be targeting and how many people are interested in the Toy Joy brand. Toy Joy has accounted for 5,525 koozies totaling $1,050, to pass out at 3 concerts during the period of this flight6.
• Saturday, July 14th O.A.R7 • Thursday, July 26th The Avett Brothers7 • Saturday, August 25th Quiet Corral7 Public Art Day-Walk American’s Creative Crossroads promotes a public art day once a month to attract people to art built into the culture of Kansas City8. $1,000 of the budget is allocated to spread across the four public art days that will occur during this flight. It is a good idea for Toy Joy to participate and create art of their own to make their store a destination during this time.
Media Breakdown 9% 4% 9%
Public Art Days Social Media Deals Koozies at Crossroads KC Ink Magazine
78%
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Flight Three: Spread the Toy Joy
0ctober 1 - December 31
Overview
The third and final flight will emphasize the holiday season and will be called “Spread the Toy Joy,” lasting from October 1st to December 31st. The budget for the final flight will span across print, direct mail, out of home and various events throughout the season. The third flight is crucial to the lasting success because it will fall during the prime shopping season. Since Toy Joy has finished flights one and two, flight three will be the last chance to engage consumers and bring them in stores before the final success is measured. Holiday sales represent about 20% of annual retail sales in the U.S., therefore a strong flight can build our success9.
Total Flight Three budget = $15,543
Out of Home
One advertising medium for flight three will be OOH from a Lamar billboard. The billboard will be placed in a key area to reach the consumer while they are holiday shopping. This advertisement will be placed on November 19th through December 9th. This span of four weeks will encompass the beginning of the holiday shopping season. The busiest shopping day of the year is Black Friday, the Friday after Thanksgiving will fall in the middle of this effort. Toy Joy can capitalize on early shoppers with this medium. With a DEC of 61,138 for four weeks, the plan spends $4,500 on the medium10.
Similar to flight one, the third flight will contain print coverage in the Kansas City Star for 6 insertions during the flight. With one black and white insertion in the daily newspaper on November 19th, Toy Joy can invite Kansas Citians to its non-traditional Thanksgiving dinner promotion. With a color insertion in the Sunday newspaper for December 16th and four black and white insertions in the daily newspaper for December 10th, 13th, 18th and 20th Toy Joy can hope to reach consumers who are reading the newspaper for gift ideas and deals. Most coupons come inside the Sunday newspaper edition as well. Our insertions can advertise Toy Joy’s product line as well as deals if any are running. The Kansas City Star Sunday paper has a circulation of 364,739 and daily circulation of 260,2093. The cost of the Sunday color insertion is $3,272. The black and white daily insertion costs $530 each3. The total cost for five daily black and white insertions will be $2,6503. The grand total of the insertions will cost $5,922.
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Direct Mail
Toy Joy hopes to mail invitations to its Christmas celebration events taking place on November 24 and December 1, 8, 15, and 2211. It will correlate with the Whoville Holidays at the City Market which happens on those dates11. Toy Joy will promote at the Whoville event, thus causing more in-store traffic. The direct mail costs $100 per thousand individuals, with 74,111 pieces being mailed, totalling $741.111. It will be mailed out to target consumers to ensure a high turnout and an effective event.
Promotional Events
Spend Halloween Incognito (0ctober 1 - 31) The first of the three promotions will center around Halloween and the days leading up to it. Since Toy Joy offers a range of items that coincide with this holiday, this would be an optimum time to target consumers for their costume needs. Through continuous social media, Toy Joy can create awareness of their unique product line and offer ideas for Halloween costumes every day of the month. Toy Joy’s product line includes a number of disguises such as mustaches and a baboon latex mask. Using $500 in supplies, Toy Joy can remake itself into a haunted house to delight and spook its customers in the last week of October. The first 2,000 customers will receive a free reusable bag that can be used for trick-or-treating. The bags cost $1.19 per bag which will bring the total cost to $2,380.
A Non-Traditional Thanksgiving Dinner (November 1 - 22) The first of the three promotions will center around Halloween and the days leading up to it. Since Toy Joy offers a range of items that coincide with this holiday, this would be an optimum time to target consumers for their costume needs. Through continuous social media, Toy Joy can create awareness of their unique product line and offer ideas for Halloween costumes every day of the month. Toy Joy’s product line includes a number of disguises such as mustaches and a baboon latex mask. Using $500 in supplies, Toy Joy can remake itself into a haunted house to delight and spook its customers in the last week of October. The first 2,000 customers will receive a free reusable bag that can be used for trick-or-treating. The bags cost $1.19 per bag which will bring the total cost to $2,380.
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White Elephant Haven (November 25 - December 25) With Christmas falling at the end of flight three, it is only natural to capitalize on the shopping season. Toy Joy can hope to corner the white elephant gift market with its unique and creative gift ideas. The City Market around Toy Joy’s Kansas City address holds an annual Whoville holidays event that falls on November 24 and December 1, 8, 15 and 2211. Using OOH, print and direct mail, the store will hope to reach as many holiday shoppers as possible. As an incentive to build in store traffic, Toy Joy will offer give-aways to the first customers in store on the promotion dates.
• November 24th: free Chinese finger traps to the first 340 customers. At
39 cents each, the total would be $132.60.
• December 1st:
free eye patches to the first 200 customers. At 95 cents each, the total would be $190.
• December 8th:
free rubber scorpions to the first 300 customers. At 75 cents each, the total would be $225.
• December 15th: free glitter popping hoppers to the first 250 customers.
At 95 cents each, the total would be $261.25
• December 22nd: free Chinese yo-yos to the first 200 customers. At 95
cents each, the total would be $190.
All of the promotion give-aways would total $1,000. By successfully promoting during these events, Toy Joy can hope to become a destination for white elephant gifts.
Media Breakdown Newspaper 6% Direct Mail 18%
37%
3%
OOH Halloween Decora;ons
3%
28%
5%
Thanksgiving Dinner Reusable Bags
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The Budget Complete Media Mix 16%
Flight One: Come Play With Us 42%
Flight Two: Ge?ng There is Half of the Fun Flight Three: Spread the Toy Joy
25%
ConHnuous 17%
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Recommendations
Contingency The $2,901.78 can be used for advertising on Pandora or for mobile advertisement banners. Pandora advertisements can be targeted toward certain music genres or toward zip codes. This is perfect for Toy Joy since it is targeting music enthusiasts of certain genres like alternative and classic rock. Also, the River Market zip codes are 64015 and 64016, which are where the ads can run. Mobile advertisement banners can be utilized because the target age of 25-34 is very likely to constantly be on their phones, thus creating a vast reach.
Further Ideas WIth an extended budget other ideas for Toy Joy to implement are as followed: • Choose random holidays to celebrate and promote, such as Anti-Boredom Day, Admit You’re Happy Day, and Wiggle Your Toes Days. • Distribute a calendar full of local events and Toy Joy specific promotions and events for the community and brand loyalists. • As the ways to commute are expanding in Kansas City, Toy Joy is encouraged to advertise on the new transportation system.2
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The Flow Chart TOY JOY 2012 FLOWCHART KANSAS CITY, MO. Month Week RADIO
RADIO PM Drive
MAGAZINE
APRIL MAY 1 2 3 4 1 2 3 FLIGHT 1
4
JUNE 1 2 3 4
JULY 1 2 3
AUG. 4 1 2 3 4 FLIGHT 2 FLIGHT 2
$3,710.67 5.70%
$6,535.67 10.05%
MAGAZINE INK
NEWSPAPER NEWSPAPER Kansas City Star DIRECT MAIL SEM EVENTS "Come Play With Us" Halloween Party Thanksgiving Party Whoville Christmas Party SOCIAL MEDIA Social Media Presence "Check-ins" Facebook "Like" Promotion Social Media Moderator GORILLA Public Art Days Koozies at Concerts Reusable Bags OOH Billboards FlIGHT 1 FLIGHT 2 FLIGHT 3 CONTINUOUS FLIGHT Totals by Month Dollars Percent of Budget
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$7,368.00 11.33%
$16,646.9 25.61%
$4,060.67 6.20%
TOY JOY 2012 FLOWCHART KANSAS CITY, MO. SEPT. 1 2 3
4
OCT. 1 2 3
4
NOV. 1 2 3 4 FLIGHT 3
DEC. 1 2 3
TOTALS BY MEDIUM 4 $8,775.00 13.50% 150 TRP $15,279.00 23.50% 800,000 Impressions $11,598.00 17.80% 2301045 Impressions $1,482.00 2.20% $6,384.00 9.80% $7,500.00
$1,700.00 2.60% 360,00 Impressions
$4,880.00 7.50%
$4,500.00 6.90% 61,138 Impressions
$4,532.83 6.97%
$4,413.42 6.78%
$6,007.42 9.24%
$8,822.42 13.57%
TOTAL $62,098.00
*This total does not include the contingency.
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Footnotes The Brand
1
www.toyjoy.com
The Location
http://quickfacts.census.gov/qfd/states/29/2938000.html http://en.wikipedia.org/wiki/Kansas_City,_Missouri#Abbreviations_and_nicknames 3 http://www.kcai.edu/ 4 http://cas.umkc.edu/art/ 5 http://www.avila.edu/humanitiesperformingarts 6 http://www.rockhurst.edu/academic/cfa/index.asp/ 7 http://www.city-data.com/neighborhood/River-Market-Kansas-City-MO.html 1 2
The Competition
http://www.yelp.com/biz/lollicup-coffee-and-tea-kansas-city?sort_by=rating_desc http://youtube/DMv68Pxbd883 3 http://www.facebook.com/pages/Lollicup-Tea-Zone-KC/302013963795 4 http://www.myteazone.com/ 5 http://www.rivermarketantiquemall.com/ 6 http://www.yelp.com/biz/river-market-antique-mall-kansas-city-2 7 http://kansascity.citysearch.com/profile/5824755/kansas_city_mo/river_market_antique mall. html#profileTab-reviews 8 http://www.facebook.com/pages/Zoom/183519668409528?sk=wall&filter=12 9 http://www.visitkc.com/member-details/index.aspx?id=38099 10 http://www.yelp.com/biz/zoom-kansas-city 11 http://www.yelp.com/biz/brookside-toy-and-science-kansas-city 12 http://www.brooksidetoyandscience.com/index.html 13 http://www.facebook.com/brooksidetoy/likes 14 http://maps.google.com/maps?oe=utf-8&rls=org.mozilla:en-US:official&client=firefox a&q=kansas+city+river+market%27&um=1&ie=UTF-8&hq=&hnear=0x87c0f08b4 91589:0x70f47781e0ac8ad5,River+Market,+Kansas+City,+MO&gl=us&ei=kPt5T96 F474sQLpzIShBA&sa=X&oi=geocode_result&ct=title&resnum=3&ved=0CDkQ8gEwAg 15 http://investors.walmartstores.com/phoenix.zhtml?c=112761&p=irol-irhome 16 http://retailsails.com/monthly-sales-summary/toys/annual/ 1 2
The Opportunity
http://kccreativecrossroads.com/ http://www.kcrivermarket.com/ 3 http://www.kcrivermarket.com/events.html?start=24 1 2
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The Other Stuff
http://www.kccreativecrossroads.com/index.php/sample-page/arts-and-culture/ http://www.yelp.com/toyjoy 3 http://www.facebook.com 1 2
The Target
http://americancity.org/magazine/article/the-great-creative-class-debate-revenge-of-the squelchers-florida/ 2 http://www.psychologytoday.com/articles/199607/the-creative-personality?page=3 1
The Media
SRDS SQAD 3 http://media.kansascity.com/static/adv/doc/KCS_Retail_2012_UC.pdf 4 http://www.facebook.com/inkkc/likes2 5 http://media.kansascity.com/static/adv/doc/INK_MediaKit_2011.pdf 6 http://www.discountkoozies.com/?gclid=COiQoYXWq68CFQrCtgodHSsepw 7 www.crossroadskc.com 8 http://www.visitkc.com/member-details/index.aspx?id=34170 9 http://www.nrf.com/modules.php?name=Pages&sp_id=1140 10 http://www.lamaroutdoor.com/StateRates.aspx?State=MO 11 http://www.kcrivermarket.com/events.html?start=24 1 2
The Graphics/Images
http://www.flickr.com/photos/brandonlearns/4543452087/ http://www.toyjoy.com 3 http://www.flickr.com/photos/36918888@N05/5188166386/ 4 http://www.maxphotostudio.com/wordpress/wp-content/uploads/2011/06/toyjoylogo-240x160.jpg 5 http://www.flickr.com/photos/mragan/5041022228/sizes/l/in/photostream/ 6 http://www.flickr.com/photos/neal1960/1462872988/sizes/o/in/photostream/ 7 http://1.bp.blogspot.com/-WNaFF_iwcEs/TmPiH5aI0CI/AAAAAAAAALg/YlcLO0Eoc2w/s1600 IMG_5963.jpg 8 http://stat2.architizer-cdn.com/mediadata/projects/302010/rx410/12eb36a0.jpg 9 http://www.yelp.com/biz_photos/zjqlDjsg-KrxxXo2aEiI5g?select=0uvE9mpCyvqayJbn1FsKJw 10 http://www.yourlogoresources.com/wp-content/uploads/2011/12/Toys-R-Us-Logo.png 11 http://admin.csrwire.com/system/profile_logos/12774/original/wmt_logo_2.JPG 12 http://www.kcrivermarket.com/ 13 http://www.flickr.com/photos/67354061@N07/6140900408/in/photostream/ 14 http://www.flickr.com/photos/aclfestival/ 15 http://www.flickr.com/photos/stolenname/4446514227/ 15 http://www.flickr.com/photos/69588216@N00/3520645900/ 1 2
Section Images
http://www.kccreativecrossroads.com/index.php/sample-page/arts-and-culture/ http://www.flickr.com/photos/roboppy/5046504462/sizes/o/in/pool-1017685@N21/ 3 http://www.flickr.com/photos/whitehotphoenix/4909724064/ 1 2
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