trenderlust.com by Kaycie Hudson

trenderlust.com

This is the greener side. The encyclopedia of cool.

The second coming of design. The persistence of trends. It’s the lighthouse that illuminates the visual things we love.

It’s the glories of the imagination manifested. In here, you are an explorer, a renegade, a trendsetter.

In here, you’re a not-so-undercover cool hunter.

Trenderlust is like music for your eyes.

It’s the world of thriving dreams expanded. Where the creativity flows in abundance.

A little bit of revelry with the ultimate sophistication. And if it feels like fun, it doesn’t matter what you call it.

Adventure is just one click away.

tren·der·lust ('tren'd� r-lŭst') e

n. A very strong or irresistible impulse to set trends. A website to quench that insatiable desire.

April 15th, 2009 Dear Potential Investor, We have recently received word that you might be interested in investing into our website trenderlust.com. I just wanted to take this opportunity to extend the first contact and thank you for your time and interest in this magnificent investment. Attached is our advertising plan with detailed explanations on the research we have done for the website. We believe that trenderlust.com is going to be one of the most innovative websites to appear on the Internet this year. Each aspect of our research was individually and expertly handled. We put great thought and time into each idea from conception to execution. We know that our plan is the most effective and efficient way to reach our target audience across the country. Throughout this book, you will see the strategies, research of the target audience, a survey and analysis take for the website, a calendar and media plan for a year, and the creative campaign that would be formed for the website. In the appendix, we have also included any extra research we have done for each section. We hope you take into great consideration the plans and advertisements that follow. It is clear evidence of our passion for the website we are presenting you. After seeing all the elements, we hope you see how successful trenderlust.com can be. Feel free to contact our office with any further questions or inquiries. We look forward to the future and hope to hear from you quite soon.

Sincerely,

Kaycie Lund Creator and Owner of trenderlust.com

THE IDEA

tren·der·lust (‘tren’dәr-lŭst’) n. A very strong or irresistible impulse to set trends. Our C ThoughtTM: Trenderlust is a website which features entries on the latest products, technology, art, design, fashion, travel, music, culture and other sources of inspiration for creatives. Our Mission Statement: At Trenderlust, we strive to be the most fascinating, visually stimulating website about trends this world has ever seen. We will provide the most current collection of ideas, aesthetics and amusements. We will be the digital encyclopedia of cool that inspires people to the next level of creative. We will awaken, encourage and continue to unfold. Our Statement of Intent: Trenderlust started with notebooks. It started with lists of the latest and greatest things that were spreading through magazines, television and the Internet. The pages eventually became a huge source of inspiration. Trenderlust is the manifestation of those revelations. The first things ever written in one of those notebooks was this: The lights flickered as the elevator came to a gradual stop. Suddenly, an omniscient voice monotonously declared, “This is the top and final floor”. Bodies shifted and whispers were exchanged in anticipation. The doors finally slid open and a bright, lustrous light flooded the small compartment and temporarily blinded their eyes. “You are now entering the mind of KAYCIE MONICA LUND. Please, watch your step”. The modest group steadily trickled out of the elevator into a gigantic white dome. The walls themselves seemed to be the source of the illumination. Countless silver doors neatly lined the walls on every floor. It was indescribably breathtaking. But in a place expected to emit an overall serene and peaceful atmosphere, thousands of workers were running around in complete pandemonium. Some were pulling papers from the endless rows of file cabinets, others were entering data into the computers, while most were running in and out of the concealed rooms behind the doors. It was organized chaos. These were her thoughts. But even

with the entertaining performance by the workers, the secrets that may lie

behind the innumerable doors were too ambiguous to neglect. It was time to explore. The more the group wandered, the more they discovered. There were endless halls lined with unimaginable numbers of doors. But by far the most fascinating and intriguing hall had only three doors. These three doors alone exuded the most emotions in her entire mind. It was fascinating. And as they slowly started toward the doors, the same omniscient voice from the elevator explained, “These are the doors to Kaycie’s intent in life. The two outside doors are her goals that have been achieved, and her dreams that have been crushed. But the most significant one is in the middle: her goals still to be achieved. It is in this room that she will linger for the majority of her life.” Suddenly, there was no interest in what lay behind the other doors. The group timidly walked toward the middle door. The past determines the current character of a person, but one’s aspirations and desire foretell the future. The door opened. And in one instant a feeling of hope, anticipation, and passion combined with fear, anxiety and desperation filled every heart and ran down every spine. Tears dropped down cheeks and bodies quivered as they entered the room. It was just a simple white room, with nothing in it. There were no copious amounts of filing cabinets, gigantic television screens or outlandish paintings. But instead, it was an empty room with every imaginable emotion known to man. As they filed in and the door slowly closed, a voice was heard. It was bittersweet, yet sincere with an air of confidence in the tone. It was her voice: My ultimate goal in life is to succeed at whatever I am faced with. If I conquer all hardships and obstacles thrown at me, I will have lived my life to the fullest of my ability. And when combined with genuine love: that is the only thing that matters.

THE PLAN

COMPETITIVE ANALYSIS Each of these four current competitors are the most known websites that have to deal with information about trends in some way of the other. From the graphs and data it is evident that each site draws in variations of different audiences and specify in different area of trends. But each overall demographic chart shows that there are always an extremely close percentage of men and women. Most of the frequent users demographics fall under white, 18 to 34 year olds with no kids, a college education and salaries averaging around $60,000. The top three cities this demographic fall under are New York, Los Angeles, and London. These competitorsâ&#x20AC;&#x2122; strengths lie in this choice of demographic and the effectiveness of this choice. It also appears that some of these websites have very high frequency of visits and traffic. There in itself lies a huge strength. They already have a good sized following that I will have to pull from and convince that our website is better for them. This competitive analysis is extremely helpful in determining what demographic is already interested in websites about trends and what would be the best fit in choosing a demographic for Trenderlust. Trenderlust will distinguish itself by being a website does not limit its content by only specific topics but have categories that do spark interest and returning visitors. Also, ease of navigation and organization will be better on our website that were on the competitors.

COMPETITIVE ANALYSIS RESEARCH NOTCOT.com

TODAYANDTOMORROW.net

TRENDHUNTER.com

COOLHUNTING.com

SWOT ANALYSIS With this SWOT analysis we highlight and anticipate the strengths, weaknesses, opportunities and threats of the website. We can then prepare for the threats and weaknesses that face us and set-up our foundation on the strengths and opportunities of the website. These are just the projected ideas for the first few months of the existence of our website. This analysis will definitely change as the website evolves. Strengths • Creativity of content and design • Easy Access because on internet • Interesting categories never seen before • Visually stimulating like nothing else • Opportunities for user to submit entry Weaknesses • Hard to find and keep up with trends • Some entries could be not up-to-date • No users submit entry • New and possibly not trendy enough • Not a lot of time to do daily entries Opportunities • Advertisers pay to get on site • Recognition by magazines, etc. • Becomes famous place to see trends • User-ship grows and freely interact • Unlimited creativity because online Threats • Other websites offer better entries • Never heard about by potential users • Don’t keep up with entries • People see no need to be up with trends • Users don’t believe entries are “trends”

PRODUCT LIFECYCLE Product: The quality of this website will be defined by the content that is put up on the website. Every entry will be thought through and researched in order to offer the latest and most appropriate trends to the users. Once the users see that the entries features are of great quality, it will build the reputation of the site and keep them coming back. The website will be set apart from all the rest because of its style. The design and writing for the site will be up-to-date, trendy and artistic. There will be lots of pictures, graphic design and visual inspiration. The different categories that are offered will have never been available together in this way. The branding strategy is that the product makes you feel inspired. Inspired to go out and be creative. Inspired to utilize an outlet for their imagination. Inspired to have fun in life. Place: This website will be found on the Internet under the domain: www.trenderlust.com The coverage will be nation wide. It will reach any place that there is a computer with Internet with a user willing to be inspired by this website. Price: From my research about the competitors, it appeared that none of them charged a price to enter the website. Since the site would be free to maintain, I will charge price using the website. The more people that come to the website, the more companies will want to advertise on the website, which be how the site gets profit. Promotion: There will be extensive advertising for the website using magazines, the internet, direct mail, and other outdoor marketing resources. But the content of the website combined with the visually stimulating design and layout of the site itself will attract users to the site. There is no real need for personal selling, besides helping start the best source of advertising: word of mouth. There will even be eventâ&#x20AC;&#x2122;s sponsored by Trenderlust. I will use any form of gorilla marketing to get the word out about the website. And once a potential user enters the website, the content will keep them coming back for more.

PRODUCT LIFECYCLE continued Company: I donâ&#x20AC;&#x2122;t believe there are any company constraints that would throw off the timeline of the websites growth. The only time constraint is that the website entries get updated in a relatively daily manner. Collaborators: There will be other â&#x20AC;&#x153;editorsâ&#x20AC;? of the website that will contribute to the content, and daily entries to each category. But besides that, the product is completely electronic and does not require distributers or manufacturers. Customers: The customers or users of the website are looking for a creative outlet that offers inspiration and easy access to the latest trends in art, music, fashion, travel and fun. The consumer will not be purchasing Trenderlust, but could potentially purchase things on the website that are featured. There will be links to cool gifts and things to but themselves, but nothing will be bought from Trenderlust specifically. The things that will be available to purchase will definitely attract the impulse buyers and maybe even the research, perfectionist buyers who like to know about the quality of products before they buy anything. Competitors: Full analysis and research about my competitors can be found in the previous competitive analysis section. Climate: A social or economic environment surrounding the website does not necessarily apply to this website as it does to other websites. Trenderlust does not aim to change the economic or social climate of the world around it. It just aims to share the current trends of our culture.

ADVERTISING SPIRAL Pioneering Stage: In this stage of the advertising spiral, Trenderlust has decided to use our advertising to push the actual idea of getting everything about trends online in one spot instead of several other places. We will use other website to show advertising such as Facebook, Myspace, Blog sites, and music sites. We would also put ads in creative magazines, especially for graphic designers. We would do gorilla-style advertising with flyers, posters, even graffiti style advertising. We would advertise at coffee shops, art museums, and other places our target audience would see the Trenderlust name. Hopefully word-of-mouth would help as well. An extensive media plan for our first couple of years can be seen in a later section. We would use ads to tell them what site is and why it is better than any other site. We would push ideas of the latest trends, cool, fun, and exciting new things on the site. Competitive Stage: With a new strategy when the competition emerges, we would push idea that Trenderlust has better content, is better rounded and not as niche as other sites. The target audience can find exactly what you want on this site. We would differentiate from other sites by explaining our entries are actual trends, more fun and exciting to read, and always up-to-date. Our site will also be easier to navigate and be more visually stimulating than all other sites. Retentive/Mature phase: In order to keep our audience fresh, we would push different advertising for the website. This would be seen by throwing events that would be sponsored by the website for example. Also we would have music concerts, art shows, parties, dinners, creative conferences and other events. This would draw more people to remember the name and go to the website. We would be solidifying the already growing name of Trenderlust that would have spread through word-of-mouth. Repioneering: The spinoff product that would help repioneer the website would be a sister site with different topics, such as places to go in different cities, drink mixes, howtoâ&#x20AC;&#x2122;s and any other creative ideas that would draw in different viewers and keep old viewers coming back for more.

RATE OF DIFFUSION The rate of diffusion for this website will be determined about the amounts of advertising we put out there. Upon research on our competitors, we discovered that none of them do advertising in traditional media. They donâ&#x20AC;&#x2122;t do very many things to increase their rate of diffusion. They really only have advertising on the Internet, but even very limited in that. The popularity of their sites are usually expanded through word of mouth. Therefore if we provide more frequent advertising in all the different mediums then we would have a much greater rate of diffusion, especially compared to our competitors. If we provide consistent advertising in all the different mediums, we should have more people visit the site. In a few sections we will show our Calendar and Media Plan for the next year. We will also discuss the effective reach and frequency we must show in order to be exposed and ultimately remembered in the minds of our target audience.

BRANDING STRATEGY As we establish the branding strategy for our website, we must determine the objectives we want to accomplish. In order to determine these brand objectives, we must ask the following questions: What is it that we want our brand to do for our company? What do we want others to know and say about our website? From these questions we established some objectives we want for our company in the next year: o o

o o

We want to be a recognizable brand by people in our target market in the next year. We want to gain a specific number of frequent visitors to the website. We want to position our site as the top trend site in the next five years. We want to have a good number of people contributing to the forum content section of the trends.

From these objectives, we set goals for the website. Now every advertisement sent out and every event we put on goes toward these goals of recognition. Since it is the first year of existence after the websiteâ&#x20AC;&#x2122;s launch, recognition is the most logical goal. With recognition, comes more people coming to the website. And more visitors, especially frequent visitors to the site is the ultimate goal for the website.

CREATIVE BRIEF Primary Target Audience: Our primary target audience is women and men, ages 18-24. This subculture is comprised of individuals from young college student to the early career adult. In their spare time, our primary target enjoys a night out with their friends, spending time on online, and checking out the newest movie. He/she feels like they are at the beginning of their lives, and is now enjoying new freedoms of being considered an adult. This target will consist mostly of experiencers, motivated by self-expression. Attitudes/Beliefs/Objections of the Target Audience: The strongest and most relevant objection that this target market would have to Trenderlust is that they can receive the latest trends from other sources. Behavior of the Target Audience: Our target is currently looking for or setting the latest trends in our culture. They are using the Internet to help discover and keep updated with these trends. Tone: To reach our target, it will be required to create a sense of newness. Our target audience likes what is hot. They like being the first to discover a new trend. They believe they create the trends. If it appears that an older or younger crowd uses a new product, they will most likely reject it. Unique Selling Proposition: This service does not do what other online trend listing site can do. Key Messages and Benefits: The first key message would be that this website provides a multitude of listings on the latest trends. The second message would be that this is a one-stop shop. Proof: Research from the target audience (such as surveys) would be presented as proof. However, the strongest convincer of this group is word of mouth. If their friend is talking about it â&#x20AC;&#x201C; then it must be good.

Communications Vehicle, Execution, and Creative Considerations: • • • • • • •

Word Of Mouth Internet Advertisements Traditional Media Advertisements College Campus Events Campus Mailbox Direct Mail pieces Sweepstakes Local Events

Creative Strategy/Offer: We will establish Trenderlust as a popular trend-hunting tool. We will promote the social and emotional rewards of the service. Mandatories: In each ad, we will have the tagline, the site address and a brief explanation of what the site is. Call-to-Action: Our call-to-action is to visit the website. We want our target audience to check out Trenderlust.com, continue to come back and to tell their friends. Budgetary Constraints: Since Trenderlust is a new service, the budget of the company may not be as large as it’s trend website counterparts. We must be highly selective in advertising to make sure there is very little waste. Deadlines/Next Steps: First, connect Trenderlust with the movers and shakers of the subculture (celebrity endorsement, known trendsetters, etc.) Offer more incentive for them to join than the average user because they are the gatekeepers for the target audience. Second, establish Trenderlust’s benefits over the other trend listing websites (ability to not only know about trends but also establish trends). Third, Continue to provide incentive to continue to login. Frequent updates on the website. Constantly updating features. Create buzz through events.

THE TARGET

PERSON-PRODUCT MATCHTM This exercise takes adjectives that describe the product: trenderlust.com and the person: the target audience. Once a list of compiled matches has been established, we base the feel and atmosphere of our website around these adjectives. Product: Online Fun Trends Art Videos Entries Creativity Current Inspiration

Person Up-to-date Young Creative Trendy Inspired Fun Hip Internet Savvy Parties

Match: Creative Trendy Up-to-date Fun Inspiration From this information, we would tailor our advertising efforts specifically to these adjectives. Each ad would portray the website as being creative, trendy and fun. We would stress ideas of inspiration and being up-to-date. By doing this, we believe we connect the person in our target market to the attributes about the product that they would be most likely to connect with. Once that connections is established, that person will be more likely to feel a desire to go to the website, which is the overall goal.

EXPLODING THE DOTTM This exercise is in innovative way to brainstorm about that the perfect target audience is for this website. We take to overall category of person we want to focus on and then them into sub categories until we believe we have found our target.

TARGET AUDIENCE ANALYSIS From all the research shown in the previous pages, Trenderlust has put together the consumer profile of its target market. With this information, advertising and marketing will be tailored to be most effective. Demographics: Age: 18-24 (secondary 24-35) Gender: Female and Male Income/Social Class: middle class (income less than $50,000) Education: In college or just out of college Family Structure: Single Race/Ethnicity: White, (secondary all ethnicities) Geographic Segmentation: Located near colleges, or major cities (urban) Psychographics: AIOs Attitudes: The target audience has a happy, carefree attitude that comes with being in college and not having as many responsibilities as older age groups. They have minor stresses of life but find ways to get rid of the stress. They love to have fun, and experience new things and know what is going on in the world around them all the time. Interests: This market is interested in music, sports, travel, fashion, art, technology, and places to eat, drink and be seen. They are interested in overall trends and consider themselves to be somewhat of a trendsetter. They are not against, if not even enjoy shopping. They are somewhat impulsive when it comes to items they feel really worthy of the product, but they mostly are open to buying anything that is fun and exciting when they go shopping. Opinions: Their truest and deepest opinions have probably not been as established as some of the older generations. They are open to a lot of different things and change around them. Their only opinions revolve around what they consider to be a new, exciting, worthy trend and what is not.

VALS I and II Values: This young group values creativity, imagination and visually stimulating things. They want to live a good, well-experienced life and value time spent with friends, family and even time spent alone. Lifestyle: They spend a lot of time on the Internet for leisure time, they know of the latest trends that they find on the Internet, see on TV, or hear from friends. They are generally most distracted by the day-to-day routine of work or school and need things to distract them and make them feel like they are having fun and spending time and money on something they like. VALS II: The particular target market for Trenderlust would be EXPERIENCERS. Experiences are action-oriented people with sufficient resources. They are eager to try new products. Experiencers are motivated by self-expression. As young, enthusiastic, and impulsive consumers, Experiencers quickly become enthusiastic about new possibilities but are equally quick to cool. They seek variety and excitement, savoring the new, the offbeat, and the risky. Their energy finds an outlet in exercise, sports, outdoor recreation, and social activities. Experiencers are avid consumers and spend a comparatively high proportion of their income on fashion, entertainment, and socializing. Their purchases reflect the emphasis they place on looking good and having "cool" stuff. This type of target is perfect for a website centered around the trends. Behavioral Segmentation: When using the website, this market should feel creative, inspired and like they are having fun, and discovering what is up-to-date. These feelings will easily establish frequency between the target and the site and will prove to help establish a relationship that happens often with this target.

ONLINE RESEARCH OF TARGET This following research about the chosen target market from Mintel and eMarkerter sources helps confirm the consumer profile just put together. Leisure activities participated in during last 12 months, by age, May 2005-June 2006 Events and Leisure

Listening to music Dining out (not fast food) Reading books Card games Go to a beach/lake Cooking for fun Gardening Board games Going to bars/nightclubs/dancing Visiting museums Photography Visiting a zoo Education course Antique shopping/shows Visit state fair(s) Visiting an aquarium Birdwatching Needlework/quilting Playing musical instrument Woodwork/furniture refinishing Painting/sculpting/drawing Reading comics Playing bingo Reading gaming magazines Go karting None of these

Age 1834 %

70 60 55 43 38 34 33 31 22 20 19 18 15 14 12 12 11 10 10 10 9 8 7 5 3 5

78 59 49 53 45 36 20 42 40 18 20 24 23 8 16 14 5 7 14 8 14 8 7 8 8 4

All

Age 18-24

Age 25-34

83 56 47 56 46 33 11 42 46 17 21 19 27 7 16 13 4 7 16 7 18 12 7 12 10 3

75 60 51 52 43 37 26 41 35 19 19 27 20 8 16 15 6 8 12 8 11 6 7 6 6 4

In 2008, 95.7% of college studentsâ&#x20AC;&#x201D;17.4 million peopleâ&#x20AC;&#x201D;will go online at least once per month. They are the most digitally connected demographic group in the US.

Adults who order online, by age, May 2005-June 2006 Age 25All Age 18-34 Age 18-24 34 % % % % Yes

Ordering online, by age, May 2005-June 2006 Age All 18Age 18-24 34 % % %

Age 25-34

Books/music/video Toys/games

41 15

46 18

49 11

45 22

Apparel/accessories Footwear/shoes

37 11

42 12

40 13

43 12

Computer products Electronics/appliances Office supplies

19 10 7

16 9 6

13 8 4

18 10 7

Travel services/packages Tickets for events other than movies Tickets for movies

18 17 9

15 19 11

11 16 10

17 20 12

Banking services Credit cards Stocks/bonds/mutual funds Insurance Real estate/real estate services

13 5 4 3 2

14 7 3 4 2

13 7 1 3 0

14 7 4 5 2

Sporting goods/equipment Automotive products Collectibles Gardening Religious products

10 8 9 4 3

11 9 6 2 2

13 10 7 0 1

11 9 6 2 3

Home furnishings Giftware Prescription drugs Hardware

10 7 7 3

9 8 3 2

6 5 2 1

10 10 3 2

Housewares Food/perishables Other health/medical items

6 5 4

5 3 3

2 1 3

7 4 3

Educational programs Other items

3 21

3 24

Attitudes about Internet usage, by age, May 2005-June 2006

The Internet changed the way I get information for products The Internet increased my desire to learn/search For information, the first place I look is the Internet The Internet changed the way I spend free time The Internet changed how I shop for products The Internet changed the way I work The Internet has had no impact on my life I spend less time watching TV because of the Internet I spend less time reading magazines because of the Internet I read print news less because of the Internet The Internet is the prime source of my entertainment The Internet is the primary source for family entertainment The Internet is the new way I socialize/meet others I spend less time sleeping because of the Internet I listen less to non-Internet radio because of the Internet

All %

Age 18-34 %

Age 18-24 %

30 30 24 22

38 36 27 18

38 32 21 19

Online activities, by age, May 2005-June 2006

Email News/weather Banking Airline/car/hotel info or reservations Shopping: gathered information for shopping Research/education Shopping: made a purchase Read magazines/newspapers Play/download online games Employment search Instant messaging (IM) Sports Yellow pages Auctions Medical services and information Download music files Digital imaging/photo albums Financial information/stock trading Real estate listings Listen to Internet radio Bulletin/message boards Send electronic greeting cards Blogs/blogging (read/write online diaries) Watching streaming video Chat forums Maintain homepage Personal ads/dating services Online gambling Other activities None

All %

Age 18-34 %

Age 18-24 %

Age 25-34 %

73 42 36 32 24 23 23 18 17 16 16 16 16 14 14 13 12 12 12 11 10 9 8 7 7 5 4 2 17 11

73 40 40 30 24 25 24 17 21 22 26 19 18 17 11 23 14 9 11 16 14 9 13 9 11 6 5 4 20 8

71 35 33 23 21 24 19 14 25 20 36 19 12 15 9 31 16 7 8 20 15 9 17 10 16 6 6 5 22 9

74 44 45 35 27 26 27 19 19 22 20 19 22 18 13 17 13 11 14 14 14 10 10 7 8 5 5 3 19 7

THE RESEARCH

SURVEY Once the target market was established, we thought it best to get primary research directly from the segment. We surveyed 100 people within the ages of 18-24. The following are the questions asked and the answers we received.

I am doing research for a website I'm creating which features the latest trends in cool, design, art, travel, music, fashion and other things. I would really appreciate your feedback by doing this short, 2-minute survey. Instructions: Please choose one answer unless otherwise noted.

1. How often do you spend on the internet per week? 0-2 Hours 2-5 Hours 5-7 Hours 7-10 Hours 10-15 Hours 15+ Hours Total

2 9 16 15 21 37 100

2. What websites do you frequent most when you are online? Facebook Myspace ESPN eBay CNN Goggle Yahoo Pandora Youtube craigslist any blog website Other Responses Other Responses: MSN, Nordstrom, Urban Outfitters perezhilton.com CNBC, BBC Wavenet, MSN, clothing store websites pepperdine.edu lastfm.com, research my.acu.edu Upcoming.com, Yelp.com, Springwise.com WSJ.com gmail, ny times, gawker, ny magazine email perezhilton.com last.fm, gmail.com twitter Gmail, BBC Drudge report Pepperdine, AOL perezhilton International Herald Tribune, Wall Street Journal perezhilton.com myacu perezhilton.com steepandcheap.com

87 17 17 10 15 62 18 23 47 16 16 23 Responses

3. Why do you go online the most? For fun For work, homework, or email For research for things to buy, places to go Other Responses Total Other Responses: To Procrastinate To learn about things

41 50 7 2 100

4. Do you like to keep up with the latest trends (to know what's currently going on in the world around you)? Yes No Total

78 22 100

5. Which topics or trends would you be interested in being updated on? Music Style, Fashion Art, Design Sports Books Technology, Gadgets Travel Spots Places to go (bars, restaurants, entertainment places) Pop Culture Other Responses: Politics cultural events, festivals, farmers markets, food News Partner dance venues, and workshops Weather, movies, news Politics, Economy News movie trailers (if that counts), funny videos making money HOT GIRLS

66 49 38 33 26 29 30 52 44

6. What media so you use to keep up with the latest trends? Magazines Newspapers Television Online Websites

48 15 47 75

7. Would you use an online website to keep up with the latest trends? Yes No Maybe Total

57 18 25 100

8. What three magazines or newspapers do you read the most?

esquire print LA Times Cosmopolitan USA Today Men's Health GQ ESPN Lucky Wall Street Journal Elle Time Vogue Entertainment Weekly Real Simple Vanity Fair People US Weekly Graphic USA Today Wall Street Journal wall street jounal GQ sports illustrated la times espn magazine american cowboy Cosmopolitan Cosmo People Glamour Cosmopolitan Seventeen N/A cosmopolitan allure people Bon Apetit Rachel Ray

Los Angeles Times Sports Illustrated Vanity Fair People Magazine Time Magazine cosmopolitan people Lucky Marie Claire Glamour Economist Wall St Journal LA Times People US Weekly Star Abilene Reporter News S.I. optimist fashion magazines espn sports illustrated the new york times Seventeen People Oprah SanAntonio Express news New york times wall street journal sports illustrated Playboy Hustler GQ details daily news Cosmopolitan Scientific American instyle allure

daily texan people us weekly New York Times New York Magazine Art in America Teen Vogue People Lucky Seventeen Cosmo Teen Vogue Times Time USA Today The Battalion People US Weekly Wall Street Journal Los Angeles Times None Cosmopolitan Shape New York Times LA Times Glamour Vogue bbc online la times gossip magazines - US Cosmo People LA Times people us weekly elle archive CMYK Popular Science

Elle GQ Men's Vogue The Review (UD newspaper) NY Times Nylon Lawrence Journal World Us weekly People Modern Drummer Nylon Magazine Vogue Harper's Bazaar LA Times USA Today NY Times Cosmo People US People Women's Health USA Today People Us Weekly Vogue InStyle Cosmopolitan Vogue tennis instyle us weekly ny times Glamour Lucky Cosmopolitan Variety Hollywood Reporter The Economist

people seventeen cosmogirl people The Graphic women's fashion magazine any fitness magazine Wired Black Book Paste BBC Business Week The Week the economist lucky realsimple New York Times The Graphic Popular Photography Top Gear Cosmopolitan The Pepperdine Graphic The Los Angeles Times Maxim Sports Illustrated LA Times BBC Vogue New York Times Allure The Week Runner's World Newsweek LA Times Time Magazine The Graphic Washington post magazine New York Times

Glamour USA TODAY US WEEKLY Vogue Us weekly Cosmopolitan People Shape USA Today LA Times Sports Illustrated nytimes.com wsj.com bbc.co.uk/news National Geographic New Yorker CNN WSJ GQ Men's Health Hollywood Reporter USA Today Los Angeles Times US Weekly ArtNews W Wall Street Journal Men's Health Seattle Times Vogue USA today Men's Vogue glamour vogue instyle Wall Street Journal Intl. Herald Tribune

9. What three tv shows do you watch the most?

30 rock

The Office

Arrested Development

grey's

Real Housewives of OC

the news

dimitri martin's show

Project Runway

The Soup

LOST

Grey's Anatomy

The Office

Heroes

The Bachelor

30 Rock

Greys Anatomy

Law and Order: SVU

Grey's anatomy

Flight of the Choncords

The Big Bang Theory

Gossip girl

It's Always Sunny In Philidel

House

The office

Scrubs

Heroes

LOST

Law and Order: SVU

Gossip Girl

Heroes

Friends

Grey's Anatomy

CSI

Playboy Girls Next Door

Private Practice

gossip girl

Anderson Cooper 360

lost

grey's anatomy

The Colbert Report

office

private practice

Family Guy

mad men

30 Rock

Law & Order: SVU

clean house

The Unit

Two & a Half Men

family guy

NCIS

Cold Case

futerama

Criminal Minds

Heroes

scrubs

Jon and Kate + 8

What Not To Wear

office

The Biggest Loser

Project Runway

cash cab

that 70's show

SNL

The Office

american idol

Friends

Saturday Night Live

chelsea lately

Gossip Girl

Food Network

Gossip Girl

One Tree Hill

heroes

The City

Survivor

lost

food network

American Idol

scrubs

O'Riely Factor

Lost

30 Rock

CNN

sportcenter

Big Love

Rock of Love

family guy

The Office

One Tree Hill

scrubs

What Not to Wear

Bachelor

sportscenter

lost

The Office

toughest cowboy

the office

Flight of the Concords

man vs. wild

gossip girl

South Park

Gossip Girl

Scrubs

dexter

Bachelor

The Office

law and order svu

Grays Anatomy

Prison Break

mike and mike

One tree hill

Simpsons

The city

secret life of the american te

Chuck

Jon and Kate plus 8

privileged

Leverage

Little people big world

The Office

Burn Notice

man vs wild

Desperate Housewives

South Park

family guy

LOST

Futurama

Espn

desperate housewives

Scrubs

Greys Anatomy

project runway

Sports Center

Greys Anatomy

chelsea lately

So you think you can dance

Greys Anatomy

Real Housewives of OC

Gossip Girl

house

Scrubs

Grey's Anatomy

criminal minds

30 Minute Meals

Desperate Housewives

fringe

Sportscenter

The Office

The City

Phoenix Suns games

The Office

Real Housewives of OC

PTI

30 Rock

Privileged

House

Saturday NIght Live

Gossip Girl

Always Sunny in Philidelphia

Lost

Smallville

Family Guy

ABC News

30 Rock

Anything on Food network

Regis and Kelly

The Office

Fairly Oddparents

Hannah Montana

Cash Cab

It's Always Sunny in Philadel

Suite Life of Zack and Cody

House

Flight of the Conchords

30 Rock

Burn Notice

Gossip Girl

Big Love

Leverage

King of the Hill

Weeds

TLC

Sports Center

Scrubs

Vh1

30 Rock

The Office

MTV

Lost

Friends

jeopardy

The Office

Always Sunny in Philadelphia

nip/tuck

Real Housewives of OC

Beverly Hills 90210 (original)

anderson cooper 360

The Office

Sex and the City

Man vs. Wild

Fantasy Factory

Gossip Girl

Sportcenter

Grey's Anatomy

The City

Seinfeld

Desperate Housewives

One Tree Hill

jon and kate plus eight

The Bachelor

Always sunny in philadelphia

jeopardy

Friends

gossip girl

cash cab

Sex and the City

lost

The Office

American Idol

Friends

30 Rock

Diners, Drive-Ins, and Dives

Simpsons

nothing else!

Daily Show

News

One Tree Hill

Top Chef

Mythbusters

American Idol

sportscenter

Colbert Report

Jon and Kate Plus 8

the office

Daily Show

Friends

house

Top Chef!

Sex and the City

30 rock

Lost

Always Sunny in Philadelp

how i met your mother

ABCD

Arrested Development

Sex and the City

The city

10. Do you buy things online? Yes No Total

11. How do you buy things online? I don't buy things online. I mostly buy products directly from their website. I mostly buy products from a website that offers different options on the thing I am looking for. (ex: amazon, ebay, craiglist, etc.) Other Responses Total Other Responses: I buy products on websites that have cheapest price

86 14 100

14 61 24 1 100

12. What means most in a website to you? Organization Visual Stimulation Easy Navigation Being up-to-date Enjoyable and entertaining Other Responses Other Responses: Content, Credibility No Scams

33 22 69 40 38 2

13. Have you ever visited any of these websites? notcot.com todayandtomorrow.net trendhunter.com coolhunting.com trendcube.com I have never been to any of these websites

3 1 4 4 0 93

14. How often do you check any of those websites? Never Once a year Once a month Once a week Once a day Total

93 0 1 5 1 100

15. Would you use trenderlust.com? Yes No Maybe Total

10 44 46 100

Survey Demographics:

What is your gender: Male Female Total

32 68 100

Total

0 100 0 0 100

What is your age: Younger than 18 18-24 25-34 35+

What is your ethnicity: White African American Asian Hispanic Other Responses Total

What college do you go to/what city do you live in? Pepperdine University, Malibu CA malibu Pepperdine University/Malibu Pepperdine Pepperdine/Malibu Pepperdine/Malibu 90265 Pepperdine 90049 Pepperdine Malibu, Ca

pepperdine/santa monica Texas State University, San Marcos- TX pepperdine, Calabasas Pepperdine University Pepperdine Pepperdine Northwestern University Lubbock, Texas pepperdine

72 4 6 15 3 100

Pepperdine University/Santa Monica Calabasas Pepperdine University/ Alexandria, VA Los Angeles pepperdine/malibu Malibu Pepperdine/Malibu (originally: Sacramento) pepperdine UCLA University of Delaware/Avondale AZ University of Kansas Malibu Pepperdine Pepperdine Pepperdine/Malibu Pepperdine/Malibu CA Pepperdine Pepperdine University Pepperdine/Malibu Abilene Christian University pepperdine Pepperdine University/Malibu, California Pepperdine '08, now live in West LA Pepperdine Los Angeles, Pepperdine Alum Pepperdine University austin Pepperdine University/ Malibu, CA austin Georgetown Malibu Pepperdine University Santa Clarita, CA Malibu Texas A&M University Malibu Calabasas Pepperdine University/Malibu Malibu Pepperdine, Malibu Pepperdine University

csun, northridge Pepperdine Pepperdine/Malibu pepperdine Pepperdine/Malibu Pepperdine Pepperdine University, Malibu Pepperdine/Malibu Pepperdine University / Oxnard, CA University of Texas at Austin Pepperdine/Malibu Pepperdine/Malibu Pepperdine Malibu Pepperdine University Pepperdine, Malibu Pepperdine university Peoria Pepperdine University / New York, NY Portland, Oregon Pepperdine/ Calabasas Pepperdine/ Calabasas Pepperdine University, Laguna Hills, CA Pepperdine Abilene Christian University N/A Abilene Christian University, Abilene, Texas Abilene Christian University Abilene Christian ACU . Abilene tx Abilene Christian University/Abilene Texas los angeles Abilene Christian University/ Abilene, TX Abilene Christian University Pepperdine/Bentwood Pepperdine/ Calabasas Pepperdine Pepperdine Pepperdine University NYC Houston, TX

SURVEY ANALYSIS From the previous results of this survey, we can see very interesting interpretation and analysis. The majority of our target audience we surveyed spends more than 7 hours on the Internet. That is at least an hour a day that they make the rounds through their favorite websites. Almost the entire surveyed group goes to Facebook, while about half frequent Google and Youtube. We want Trenderlust to be one of the sites that makes it onto the list among the other sites. We can pair with those most frequented sites to help advertise instead of try and take away their viewership. About 40% of the people surveyed go online for fun, while a bigger percentage goes on for homework and email. It is that group that goes on the Internet just to browse and search their favorite sites that we want to target. An outstanding statistic discovered from the survey was that around 80% of people like to keep up with the latest trends. That is a great number for Trenderlust. It is from this group that we try to convince that our website is the best place to come and be updated with those trends. We discovered the best trends to have on the website would be about music, fashion, art and design, places to go and anything about pop culture. We found out from the survey that they use the Internet to find out these latest trends which means that there is a very logical chance our website will be successful. And with more than half the surveyed group saying that would use an online source to keep up with the trends, we know we have to convince the other half with our branding strategy, advertising and promotions. From the listed magazines, newspapers and television shows we found what media outlets our target audience used the most. From this list we compiled what would be most effective in reach and in the following section for the Media Plan, we used those shows and magazines for advertising. A huge majority of our target market shop online, but mostly buy products directly from the website. So selling products on the website would probably not bring a huge product, but providing links from the list of trends to the actual site in order to buy would be most practical and effective. We found out that our website must have easy navigation along with organization, being updated frequently and being enjoyable and entertaining. Our competitors were not heard of or visited very often probably because of their lack of advertising. So we know that when applied correctly, advertising and branding will be very helpful in getting the Trenderlust name out there. And lastly, we know that a small portion of our target market would use the website outright, but a little less than half thought they might use it. It is this group that we want to convince them that the use of the site is practical and worth visiting. From this survey, we concluded with very important data that will help our advertising direction and choices for our Media Plan.

THE CALENDAR

CALENDAR The Calendar is a generic one-year time line for all traditional and nontraditional media, promotional venues and advertising strategies.

January Theme: New Years Newspaper – Top 2 Magazine – Graphic Design Online – Search Engines/Art Websites/Social Networks Radio – Rock Radio Stations in Top 5 Markets, Afternoon Drive Television – Network: Top 50 Markets, Primetime 8 – 11pm Out-of-home – Distribute napkins, sugar packets, placemats, etc made into lined paper to promote idea of thinking and writing down ideas where ever you are, you can start next biggest trend Direct Response – Monthly mini-catalog/tips/sample of what’s cool this month Community Outreach – Donate art supplies to elementary school kids, new beginnings for students Special Events – Release Party sponsored by website Press Release: 1 – Launch of Website 2 – Information on Release Party 3 – Community Outreach Event information

The Calendar:

February Theme: Valentine’s Day Newspaper – Top 2 Magazine – Music Online – Search Engines/Music Websites Radio – Rock Radio Stations in Top 5 Markets, Morning Drive Television – Network: Top 50 Markets, Primetime 8 – 11pm Out-of-home – Billboards of latest trends Direct Response – Monthly mini-catalog/tips/sample of what’s cool this month Community Outreach – Visit adults in hospital and give them Valentine packages featuring latest things on trend lists Special Events – Valentine’s Party sponsored by website Press Release: 1 – Meet your Mate 2 – Travel give-away for winner and valentine to one place on trend list 3 – Community Outreach Event information

The Calendar:

March Theme: St. Patrick’s Newspaper – Top 2 Magazine – Fashion Online – Search Engines/Fashion Websites Radio – Adult Alternative Radio Stations in Top 5 Markets, Afternoon Drive Television – Network: Top 50 Markets, Primetime 8 – 11pm Out-of-home – List of trends on sidewalks, crosswalks Direct Response – Monthly mini-catalog/tips/sample of what’s cool this month Community Outreach – Help up and coming fashion designer students do a show in the park, ticket proceeds go to making clothes for kids in the hospital with cancer Special Events – St. Patrick’s party sponsored by website Press Release: 1 – A Trenderlust St. Patty’s 2 – Trenderlust great site for gift ideas 3 – Trenderlust co-sponsor upcoming designer fashion show

The Calendar:

April Theme: Spring Newspaper – Top 2 Magazine – Entertainment Online – Search Engines/Entertainment Websites/Gossip Blogs Radio – Adult Alternative Radio Stations in Top 5 Markets, Morning Drive Television – Network: Top 50 Markets, Primetime 8 – 11pm Out-of-home – Bus Shelters, images of latest trends: Did you know? Direct Response – Monthly mini-catalog/tips/sample of what’s cool this month Community Outreach – Special Event where local bands seen as “next big trend” come and perform at coffeehouses in major cities. All proceeds go to help music school programs in each city Special Events – same as Community Outreach Press Release: 1 – Call for Local Talent to perform at Coffeehouse 2 – Information about Coffeehouse 3 – After school music programs

The Calendar:

May Theme: Showers Newspaper – Top 2 Magazine – Graphic Design Online – Search Engines/Art Websites/Social Networks Radio – Top 40s Radio Stations in Top 5 Markets, Afternoon Drive Television – Network: Top 50 Markets, Primetime 8 – 11pm Out-of-home – Huge fake potted plants in middle of sidewalks with tags on which flower is the latest trend Direct Response – Monthly mini-catalog/tips/sample of what’s cool this month Community Outreach – Sponsor cleaning the parks to prepare for summer Special Events – Graphic Design conference with classes, seminars, networking Press Release: 1 – Trenderlust throws Graphic Design conference 2 – Special Offers on website this month 3 – Park Clean Outreach

The Calendar:

June Theme: Summer Newspaper – Top 2 Magazine – Music Online – Search Engines/Music Websites Radio – Top 40s Radio Stations in Top 5 Markets, Morning Drive Television – Cable: Top 50 Markets, Primetime 8 – 11pm Out-of-home – Building Banners with list of Trends for summer Direct Response – Monthly Mini-Catalog/Tips/Sample of what’s cool this month Community Outreach – Scavenger Hunt throughout the city leading to things on the trend list, each thing purchased goes to fund for orphanage Special Events – Beach Parties/BBQ sponsored by website Press Release: 1 – Scavenger Hunt information 2 – Event Information for Beach Party 3 – Summer list of must-have’s

The Calendar:

July Theme: July 4th Newspaper – Top 2 Magazine – Fashion Online – Search Engines/Fashion Websites Radio – Rock Radio Stations in Top 5 Markets, Afternoon Drive Television – Network: Top 50 Markets, Late Night Fringe 11pm-6am Out-of-home – Fireworks that spell out Trenderlust Direct Response – Monthly mini-catalog/tips/sample of what’s cool this month Community Outreach – Pass out Trenderlust bottle of Sunscreen on beaches for awareness of skin cancer, bottles bought go to skin cancer donations Special Events – July 4th party with Fireworks in park Press Release: 1 – July 4th party information 2 – Information on Release Party 3 – Community Outreach Even information

The Calendar:

August Theme: Start of School Newspaper – Top 2 Magazine – Entertainment Online – Search Engines/Entertainment Websites/Gossip Blogs Radio – Rock Radio Stations in Top 5 Markets, Morning Drive Television – Cable: Top 50 Markets, Primetime 8 – 11pm Out-of-home – Banners on street lamps Direct Response – Monthly mini-catalog/tips/sample of what’s cool this month Community Outreach – Massive Bake Sale of latest recipes where all money from sale goes to help those in poverty Special Events – Club Promotion nights throughout the month featuring latest music from trend lists Press Release: 1 – Bake Sale Information 2 – Half Year Anniversary of Trenderlust 3 – Club Promotion Listings

The Calendar:

September Theme: Fall Newspaper – Top 2 Magazine – Graphic Design Online – Search Engines/Art Websites/Social Networks Radio – Adult Alternative Radio Stations in Top 5 Markets, Afternoon Drive Television – Network: Top 50 Markets, Late Night Fringe 11pm-6am Out-of-home – Massive flyer walls throughout stores, coffee shops, restaurants Direct Response – Monthly mini-catalog/tips/sample of what’s cool this month Community Outreach – Build a Home for a family in need Special Events – Comedy shows at comedy houses promoting all new talent Press Release: 1 – Trenderlust helps build a home 2 – Comedy Show Tour 3 – Trenderlust growing website all over country

The Calendar:

October Theme: Halloween Newspaper – Top 2 Magazine – Music Online – Search Engines/Music Websites Radio – Adult Alternative Radio Stations in Top 5 Markets, Morning Drive Television – Network: Top 50 Markets, Primetime 8 – 11pm Out-of-home – Mannequin models on sidewalk with huge signs on sticks Direct Response – Monthly mini-catalog/tips/sample of what’s cool this month Community Outreach – Drive to help rescue lost, endangered animals Special Events – Halloween Costume Party – dress like a trend Press Release: 1 – Community Outreach information 2 – Trenderlust knows best travel spots for the holidays 3 – Halloween Party Invitations

The Calendar:

November Theme: Thanksgiving Newspaper – Top 2 Magazine – Fashion Online – Search Engines/Fashion Websites Radio – Top 40s Radio Stations in Top 5 Markets, Afternoon Drive Television – Network: Top 50 Markets, Primetime 8 – 11pm Out-of-home – Thanksgiving Day parade balloons/floats that are outlandish Direct Response – Monthly mini-catalog/tips/sample of what’s cool this month Community Outreach – Thanksgiving buffet for homeless with food that is on the latest lists Special Events – Restaurant Crawl, with special discounts on all the greatest places to eat in the major cities Press Release: 1 – Restaurant Crawl information 2 – Classes on how to cook the best Thanksgiving Dinner in years 3 – Thanksgiving Feed The Homeless Information for Volunteers

The Calendar:

December Theme: Christmas Newspaper – Top 2 Magazine – Entertainment Online – Search Engines/Entertainment Websites/Gossip Blogs Radio – Top 40s Radio Stations in Top 5 Markets, Morning Drive Television – Network: Top 50 Markets, Primetime 8 – 11pm Out-of-home – Christmas ornaments on trees with Trenderlust name Direct Response – Monthly mini-catalog/tips/sample of what’s cool this month Community Outreach – Christmas give-away of latest gifts to orphan children Special Events – New Years Party sponsored by Trenderlust Press Release: 1 – Best Christmas gift ideas for this year 2 – Information on where to give gifts for orphans 3 – New Years Party Extravaganza

THE MEDIA PLAN

MEDIA PLAN OBJECTIVE AND STRATEGIES From the generic Calendar we just put together, we pulled what we believe will be the best budget breakdown for the most effective advertising in traditional media. Although this plan is laid out just for one year, the planâ&#x20AC;&#x2122;s principles can actually be broken down and applied to the next 3 to 5 years for Trenderlust. This plan included very extensive research using sources like SRDS, Mintel, MRI and the Nielsen Media Research. We took the traditional media ideas from the Calendar and expanded on where we would allocate every dollar. We want to be practical about our money, especially during this time. We believe this plan is the most effective way to advertise for our website. Through this plan we will reach our desired target audience in the major cities of the United States like New York, Los Angeles, Chicago and Dallas. Placement in specific media adds to our message weight and makes our advertising make impressions. We address our reach and frequency by placing ads in very popular mediums our target audience use. By placing them on shows and in magazines that our target audience uses frequently, we aim for effective reach. We used popular shows like American Idol, Greyâ&#x20AC;&#x2122;s Anatomy, The Office and 30 Rock. Each ad was placed at both the season premiere and season finale of each show which is where most people are most likely to be watching. We put a large amount of radio ads at the times our target audience drives and on stations that they have been proven to listen to: Top 40, Rock and Alternative stations of the top 5 markets. We choose magazines that our target market use often shown from the data in our survey. We alternated months around the niche magazines of Art and Graphic Design, Fashion, Music and Entertainment. This spread of different genres is what our target market uses the most seen from our survey analysis and it is sure to hit all different corners of our target market, and going back over these genres later in the year ensures effective frequency for magazines. For newspapers, we decided that the most effective way to advertise was constant, unchanging frequency through the whole year. One ad per week the entire year in USA Today and the Los Angeles Times would prove effective reach. These newspapers are really the only newspapers our target market would use, and the ads will be most likely seen often if there is an ad once a week. With this strategy, we are sure to obtain our objectives for the media plan. We aim to use our money very wisely given the economic situation. We want each ad to be placed in a well thought out and perfect fit to reach our target market. We want our ads to equal very effective reach and frequency for our target market. With the following Media Plan, we believe that our placement of advertisements will be a huge success for Trenderlust.

The Media Plan:

January Newspapers: USA Today: Â˝ page Color: Mon-Thurs, National: $123,300 x 4 ads per month = $493,200 Los Angeles Times: Â˝ page Color: Entertainment: $27,090 x 4 ads per month = $108,360

Total= $601,560 Magazines: Graphic Design

Print Magazine: Full page Color: $10,090 x 1 ad per month = $10,090 How Magazine: Full page Color: $10,090 x 1 ad per month = $10,090 I.D. Magazine: Full page Color: $10,090 x 1 ad per month = $10,090

Total= $30,270 TV:

Top 50 Markets: Network Primetime = $ 26,129 per rating point FOX: American Idol: 1 night x 2 week x 1 ad per night x $26,129 x 25.77 rating= $1,346,688

Total: $1,346,688 Radio:

Top 5 Markets, Rock, Afternoon Drive 3:00 to 7:00 pm New York: K-Rock 93.2: $907 x 1 sixty sec ad x 20 ads per week x 1.0 rating = $18,140 L.A.: K-ROQ 106.7: $1,022 x 1 sixty sec ad x 20 ads per week x 1.0 rating= $20,440 Chicago: WLUP 97.9: $540 x 1 sixty sec ad x 20 ads per week x 1.0 rating= $10,800 San Francisco: KITS 105: $546 x 1 sixty sec ad x 20 ads per week x 1.0 rating= $10,900 Dallas: KDGE 102.1: $373 x 102.1 x 1 sixty sec ad x 20 ads per week x 1.0 rating= $7,460

Total= $67,740

January Total = $2,046,258

The Media Plan:

February Newspapers: USA Today: ½ page Color: Mon-Thurs, National: $123,300 x 4 ads per month = $493,200 Los Angeles Times: ½ page Color: Entertainment: $27,090 x 4 ads per month = $108,360

Total= $601,560 Magazines:

Music Rolling Stone: ½ page Color: $99,465 x 1 ad per month = $99,465 Spin Magazine: ½ page Color: $31,352 x 1 ads per month= $31,352 Blender Magazine: ½ page Color: $64,394 x 1 ads per month= $64,394

Total= $195,211 TV:

Top 50 Markets: Network Primetime = $26,129 per rating point CBS: The Amazing Race: 1 night x 2 weeks x 1 ad x $26,129 x 10.33 rating= $539,825 NBC: The Office: 1 night x 2 weeks x 1 ad x $26,129 x 8.65 rating= $452,031

Total: $991,856 Radio:

Top 5 Markets, Rock, Morning Drive 6:00 to 10:00 am New York: K-Rock 93.2: $934 x 1 sixty sec ad x 20 ads per week x 1.0 rating = $18,680 L.A.: K-ROQ 106.7: $902 x 1 sixty sec ad x 20 ads per week x 1.0 rating= $18,040 Chicago: WLUP 97.9: $469 x 1 sixty sec ad x 20 ads per week x 1.0 rating= $9,380 San Francisco: KITS 105: $561 x 1 sixty sec ad x 20 ads per week x 1.0 rating= $11,220 Dallas: KDGE 102.1: $359 x 102.1 x 1 sixty sec ad x 20 ads per week x 1.0 rating= $7,180

Total= $64,500 February Total = $1,853,127

The Media Plan:

March Newspapers: USA Today: Â˝ page Color: Mon-Thurs, National: $123,300 x 4 ads per month = $493,200 Los Angeles Times: Â˝ page Color: Entertainment: $27,090 x 4 ads per month = $108,360

Total= $601,560 Magazines: Fashion

Elle Magazine: Full page Color: $108,845 x 1 ad per month = $108,845 Glamour Magazine: 2/3 page Color: $130,520 x 1 ads per month= $130,520

Total= $239,365 TV:

Top 50 Markets: Network Primetime = $26,129 per rating point ABC: Lost: 1 night x 2 weeks x 1 ad x $26,129 x 10.7 rating= $559,161 NBC: Heroes: 1 night x 2 weeks x 1 ad x $26,129 x 7.2 rating= $376,258

Total: $935,419 Radio:

Top 5 Markets, Adult Alternative, Afternoon Drive 3:00 to 7:00 pm New York: Fresh 102.7: $907 x 1 sixty sec ad x 20 ads per week x 1.0 rating = $18,140 L.A.: 100.3 The Sound: $1,022 x 1 sixty sec ad x 20 ads per week x 1.0 rating= $20,440 Chicago: WLIT 103.9: $540 x 1 sixty sec ad x 20 ads per week x 1.0 rating= $10,800 San Francisco: KLLC 97.3: $546 x 1 sixty sec ad x 20 ads per week x 1.0 rating= $10,900 Dallas: KVIL 103.7: $373 x 102.1 x 1 sixty sec ad x 20 ads per week x 1.0 rating= $7,460

Total= $67,740

March Total= $1,844,084

The Media Plan:

April Newspapers: USA Today: ½ page Color: Mon-Thurs, National: $123,300 x 4 ads per month = $493,200 Los Angeles Times: ½ page Color: Entertainment: $27,090 x 4 ads per month = $108,360

Total= $601,560 Magazines: Entertainment

People Magazine: Full page Color: $266,780 x 1 ad per month= $266,780 US Weekly: Full page Color: $176,590 x 1 ad per month = $176,590

Total= $443,370 TV:

Top 50 Markets: Network Primetime = $26,129 per rating point ABC: Grey’s Anatomy: 1 night x 2 weeks x 1 ad x $26,129 x 16.10 rating= $841,352 FOX: House: 1 night x 2 weeks x 1 ads x $26,129 x 7.78 rating= $406,467

Total: $1,247,919 Radio:

Top 5 Markets, Adult Alternative, Morning Drive 6:00 to 10:00 am New York: Fresh 102.7: $934 x 1 sixty sec ad x 20 ads per week x 1.0 rating = $18,680 L.A.: 100.3 The Sound: $902 x 1 sixty sec ad x 20 ads per week x 1.0 rating= $18,040 Chicago: WLIT 103.9: $469 x 1 sixty sec ad x 20 ads per week x 1.0 rating= $9,380 San Francisco: KLLC 97.3: $561 x 1 sixty sec ad x 20 ads per week x 1.0 rating= $11,220 Dallas: KVIL 103.7: $359 x 102.1 x 1 sixty sec ad x 20 ads per week x 1.0 rating= $7,180

Total= $64,500

April Total= $2,357,349

The Media Plan:

May Newspapers: USA Today: ½ page Color: Mon-Thurs, National: $123,300 x 4 ads per month = $493,200 Los Angeles Times: ½ page Color: Entertainment: $27,090 x 4 ads per month = $108,360

Total= $601,560 Magazines:

Graphic Design Print Magazine: Full page Color: $10,090 x 1 ad per month = $10,090 How Magazine: Full page Color: $10,090 x 1 ads per month= $10,090 I.D. Magazine: Full page Color: $10,090 x 1 ad per month = $10,090 Total= $30,270 TV: Top 50 Markets: Network Primetime = $ 26,129 per rating point FOX: American Idol: 1 night x 2 week x 1 ad per night x $26,129 x 25.77 rating= $1,346,688

Total: $1,346,688 Radio:

Top 5 Markets, Top 40’s, Afternoon Drive 3:00 to 7:00 pm New York: Z100 93.2: $907 x 1 sixty sec ad x 20 ads per week x 1.0 rating = $18,140 L.A.: KIIS 102.7: 106.7: $1,022 x 1 sixty sec ad x 20 ads per week x 1.0 rating= $20,440 Chicago: B96.3: $540 x 1 sixty sec ad x 20 ads per week x 1.0 rating= $10,800 San Francisco: KZII 102.5: $546 x 1 sixty sec ad x 20 ads per week x 1.0 rating= $10,900 Dallas: 106.1 KISS: $373 x 102.1 x 1 sixty sec ad x 20 ads per week x 1.0 rating= $7,460

Total= $67,740

May Total= $2,046,258

The Media Plan:

June Newspapers: USA Today: ½ page Color: Mon-Thurs, National: $123,300 x 4 ads per month = $493,200 Los Angeles Times: ½ page Color: Entertainment: $27,090 x 4 ads per month = $108,360

Total= $601,560 Magazines: Music

Rolling Stone: ½ page Color: $99,465 x 1 ad per month = $99,465 Spin Magazine: ½ page Color: $31,352 x 1 ads per month= $31,352 Blender Magazine: ½ page Color: $64,394 x 1 ads per month= $64,394

Total= $195,211 TV:

Top 50 Markets: Cable Primetime = $ 6,000 per 30 second commercial Fuse TV: 4 nights x 4 weeks x 1 ad per night x $6,000 x 1.0 rating= $96,000 MTV: 4 nights x 4 weeks x 1 ad per night x $6,000 x 1.0 rating= $96,000

Total: $192,000 Radio:

Top 5 Markets, Top 40’s, Morning Drive 6:00 to 10:00 am New York: Z100 93.2: $934 x 1 sixty sec ad x 20 ads per week x 1.0 rating = $18,680 L.A.: 102.7 KIIS: $902 x 1 sixty sec ad x 20 ads per week x 1.0 rating= $18,040 Chicago: B96.3: $469 x 1 sixty sec ad x 20 ads per week x 1.0 rating= $9,380 San Francisco: KZII 102.5: $561 x 1 sixty sec ad x 20 ads per week x 1.0 rating= $11,220 Dallas: 106.1 KISS: $359 x 102.1 x 1 sixty sec ad x 20 ads per week x 1.0 rating= $7,180

Total= $64,500

June Total= $1,053,271

The Media Plan:

July Newspapers: USA Today: Â˝ page Color: Mon-Thurs, National: $123,300 x 4 ads per month = $493,200 Los Angeles Times: Â˝ page Color: Entertainment: $27,090 x 4 ads per month = $108,360

Total= $601,560 Magazines: Fashion

Elle Magazine: Full page Color: $108,845 x 1 ad per month = $108,845 Glamour Magazine: 2/3 page Color: $130,520 x 1 ads per month= $130,520

Total= $239,365 TV:

Top 50 Markets: Network Late Fringe = $ 9,811 per rating point NBC: Jimmy Fallon: 5 nights x 2 ads per night x $9,811 x 2.3 rating= $225,653 ABC: Jimmy Kimmel: 5 nights x 2 ads per night x $9,811 x 2.5 rating= $245,275

Total: $470,928 Radio:

Total= $67,740

July Total= $1,379,593

The Media Plan:

August Newspapers: USA Today: Â˝ page Color: Mon-Thurs, National: $123,300 x 4 ads per month = $493,200 Los Angeles Times: Â˝ page Color: Entertainment: $27,090 x 4 ads per month = $108,360

Total= $601,560 Magazines:

Entertainment People Magazine: Full page Color: $266,780 x 1 ad per month= $266,780 US Weekly: Full page Color: $176,590 x 1 ad per month = $176,590

Total= $443,370 TV:

Total: $192,000 Radio:

Total= $64,500 August Total= $1,301,430

The Media Plan:

September Newspapers: USA Today: Â˝ page Color: Mon-Thurs, National: $123,300 x 4 ads per month = $493,200 Los Angeles Times: Â˝ page Color: Entertainment: $27,090 x 4 ads per month = $108,360

Total= $601,560 Magazines: Graphic Design

Print Magazine: Full page Color: $10,090 x 1 ad per month = $10,090 How Magazine: Full page Color: $10,090 x 1 ads per month= $10,090 I.D. Magazine: Full page Color: $10,090 x 1 ad per month = $10,090

Total= $30,270 TV:

Top 50 Markets: Network Late Fringe = $ 9,811 per rating point NBC: Jimmy Fallon: 5 nights x 2 weeks x 1 ad per night x $9,811 x 2.3 rating= $225,653 ABC: Jimmy Kimmel: 5 nights x 2 weeks x 1 ad per night x $9,811 x 2.5 rating= $245,275

Total: $470,928 Radio:

Total= $67,740

September Total= $1,170,498

The Media Plan:

October Newspapers: USA Today: ½ page Color: Mon-Thurs, National: $123,300 x 4 ads per month = $493,200 Los Angeles Times: ½ page Color: Entertainment: $27,090 x 4 ads per month = $108,360

Total= $601,560 Magazines: Music

Rolling Stone: ½ page Color: $99,465 x 1 ad per month = $99,465 Spin Magazine: ½ page Color: $31,352 x 1 ads per month= $31,352 Blender Magazine: ½ page Color: $64,394 x 1 ads per month= $64,394

Total= $195,211 TV:

Total: $935,419 Radio:

Total= $64,500

October Total= $1,796,690

The Media Plan:

November Newspapers: USA Today: ½ page Color: Mon-Thurs, National: $123,300 x 4 ads per month = $493,200 Los Angeles Times: ½ page Color: Entertainment: $27,090 x 4 ads per month = $108,360

Total= $601,560 Magazines: Fashion

Elle Magazine: Full page Color: $108,845 x 1 ad per month = $108,845 Glamour Magazine: 2/3 page Color: $130,520 x 1 ads per month= $130,520

Total= $239,365 TV:

Total: $991,856 Radio:

Top 5 Markets, Top 40’s, Afternoon Drive 3:00 to 7:00 pm New York: Z100 93.2: $907 x 1 sixty sec ad x 20 ads per week x 1.0 rating = $18,140 L.A.: 102.7 KIIS: 106.7: $1,022 x 1 sixty sec ad x 20 ads per week x 1.0 rating= $20,440 Chicago: B96.3: $540 x 1 sixty sec ad x 20 ads per week x 1.0 rating= $10,800 San Francisco: KZII 102.5: $546 x 1 sixty sec ad x 20 ads per week x 1.0 rating= $10,900 Dallas: 106.1 KISS: $373 x 102.1 x 1 sixty sec ad x 20 ads per week x 1.0 rating= $7,460

Total= $67,740

November Total= 1,900,521

The Media Plan:

December Newspapers: USA Today: ½ page Color: Mon-Thurs, National: $123,300 x 4 ads per month = $493,200 Los Angeles Times: ½ page Color: Entertainment: $27,090 x 4 ads per month = $108,360

Total= $601,560 Magazines: Entertainment

People Magazine: Full page Color: $266,780 x 1 ad per month= $266,780 US Weekly: Full page Color: $176,590 x 1 ad per month = $176,590

Total= $443,370 TV:

Total: $1,247,919 Radio:

Total= $64,500

December Total=$2,357,349

Twelve Month Total = $21,106,428

LIMITED BUDGET MEDIA PLANS Given the economic situation, 20 million dollars may seem like too much for an investment. That is why we will provide the separate media plans for one million dollars and for $100,000: For our $1,000,000 budget we would apply a concentrated media mix plan. This is where would out all our money into one area which would allow us to dominate that area. We have decided that magazines are the most frequented medium by our market besides television. But television is extremely expensive. With one million dollars, we would put one ad in one magazine a month for a year. We would hit every area of genre and therefore spread over our entire target market in trying to reach them. The following 6 sets of magazines would have one ad a month, 2 months out of the year: Rolling Stone: ½ page Color: $99,465 x 1 ad per month = $99,465 US Weekly: 2/3 page Color: $156,590 x 1 ad per month = $156,590 Blender Magazine: ½ page Color: $64,394 x 1 ads per month= $64,394 Print and How Magazines: Full page Color: $10,090 x 2 ad per month = $20,180 Glamour Magazine: 2/3 page Color: $130,520 x 1 ads per month= $130,520 Spin Magazine: ½ page Color: $31,352 x 1 ads per month= $31,352

Total: $502,501 for half a year

For our $100,000 budget we would apply a concentrated media mix plan again. This time, it would be solely an Internet advertising campaign. We would place as many ads throughout the entire year that $100,00 could buy us. We would place continuously rotating ads on Facebook, Google, Yahoo, Youtube, Pandora, Myspace and Perez Hilton. From our survey shown in the research section, it was shown that these sites are the most frequented websites for people in our target market. If we do consistent banners in these sites through the year, and show effective frequency, we can prove practical use of our budget. Also the convenience of just clicking on the banner to reach the site would be ideal. Overall, advertising on the Internet is our most effective form of advertising on any budget.

THE CREATIVE

CREATIVE ELEMENTS For the creative campaign, we wanted to show just a few select pieces of the overall feel throughout the advertising. Since the website is just launching, the most important thing is brand recognition, getting the Trenderlust name out there and getting people to come out the website. We believe that compelling graphics with the Trenderlust domain would get peopleâ&#x20AC;&#x2122;s interest peaked. We then decided that the grid style set up of our ads made our ads clean and not cluttered like a collage. If the viewer that time to look at all the pictures, if drew in their time and interest to the website. If they just glanced over the grid, the colors attracted the eye, and the website would remain in their mind. We could not portray the grid style in Radio and Television, so we expanded in what we thought would be best for that medium. With these ideas, we put together a short campaign for Trenderlust advertising. Also included is the press release for the launch of the website.

WEBSITE LAUNCH PRESS RELEASE FOR IMMEDIATE RELEASE: CONTACT: Kaycie Lund (281) 515-2242 kaycie.lund@pepperdine.edu www.trenderlust.com Trenderlust.com Announces Launch MALIBU, California --April 15, 2009â&#x20AC;&#x201D;The launch of Trenderlust.com sets the scene for getting lists of the latest trends all in one place. The site offers constant updates on trends on the latest products, technology, art, design, fashion, travel, music, culture and other sources of inspiration for creatives. With the amount of people that are interested in knowing what is going on in the world around them, Trenderlust sets itself up for success. The website is simply put, categories of popular subjects that include continuously updated lists of the trends. It will feature subcategories of the trends each with an image and link to websites or blogs. The site features easy navigation, organization, and extreme visual stimulation. A Launch Party will be held at the Edison in downtown Los Angeles on April 25th starting at 9pm. The party is open to the public. "We saw this as a great opportunity to create a source of inspiration for everyone," said Kaycie Lund, creator of Trenderlust.com. "As the word spreads about the website, more people will come to see why this website is the next big thing." With a huge advertising campaign about to hit the streets in the next week, the word will start to spread about Trenderlust. It will be no surprise when this name starts to come up everywhere in the major markets. For additional information on Trenderlust and its recent launch contact Kaycie Lund or visit www.trenderlust.com. ###

DIRECT MAIL PIECE

PRINT ADS For our print ads, we decided to keep the grid style that has been seen through the other graphic elements. We would make an endless amount of grids full of different pictures that would attract the reader of the magazine or newspaper to visit the website the next time they were on the Internet. Like in the other mediums, the questions: â&#x20AC;&#x153;Do you know the latest trends?â&#x20AC;? would attract the reader with a call to action. In the next several months, a more complex advertisement would be sent out. But for the launch campaign, we decided that brand recognition and a buzz about the name Trenderlust was the most effective and practical approach for the website.

trenderlust.com do you know the latest trends?

OUTDOOR With this simple billboard, we show the example of the outdoor advertising strategy. We follow the outdoor rule of using only around 7 words. But the colorful images of different trends captures the eye of the viewer, and their interest is peaked. The website domain is the visual center with the call to action question underneath. This package of outdoor advertising should prove to be very effective.

WEBPAGE

RADIO SPOTS 30 SECOND SPOT: (Purposely mirrored off of Budweiser radio spots) 00:00 00:02 00:04 00:06 00:08

– – – – –

00:02 00:04 00:06 00:08 00:11

ANNCR: Singers: ANNCR: Singers: ANNCR:

00:11 – 00:13 00:13 – 00:15 00:15 – 00:19

ANNCR: Singers: ANNCR:

00:19 – 00:20 00:20 – 00:24

Singers: ANNCR:

00:24 – 00:26 00:26 – 00:29

Singers: ANNCR:

00:29 – 00:30

Singers:

Trenderlust.com Presents: Real Men of Genius (Real men of Genius) Today we salute you. Mr. Trendsetter Guy. (Mr. Trendsetter Guy) Wearing nothing but the latest brands of clothes, you're living the real American dream Making everyone envious of your style. (Oh, You Got Style!) You always know the latest things in technology, art, design, fashion and travel. (And Music too!) People bow down to you and your knowledge of the latest iPhone application, restaurant name dropping and the funniest YouTube video. (You get your trend on!) So head over to Trenderlust.com, Trendy Guy. 'Cause we all know, even you have to get your list of trends somewhere. (Mr. Trendsetter Guy!)

10 SECOND SPOT: 00:00 – 00:10

ANNCR:

Want to know the latest trends in technology, art, design, fashion, travel, and music? Trenderlust.com is the website for you. Trenderlust provides continuously up-to-date lists on all the things you are interested in. Check out Trenderlust.com today and find out what is going on in the world around you.

THE APPENDIX

CONCLUSION Dear Potential Investor, I wanted to take this opportunity to thank you again for reading through this book on Trenderlust. I learned so much putting this together, and have grown in so many ways throughout this process. I hope you can seeâ&#x20AC;Ś even feel the time, effort, sweat and tears that were put into this. This idea is so much bigger than these 100 pages and I hope that you can see how great it would be to become apart of this. Kaycie Lund Kaycie was born on a cold December day in Houston, Texas. Little did her parents know they would be bringing into the world much more than just a bundle of joy. She is currently a senior, advertising major at Pepperdine University and she is completely obsessed with her future career. She owns about 50 notebooks filled with advertising ideas she has collected over the years. She traveled a great deal around Europe while studying abroad in Italy her sophomore year at Pepperdine, and she loves to travel every opportunity she gets. She loves long walks on the beach, but hates getting caught in the rain. Her go-to comfort foods are white chocolate pretzels, churros and Chick-Fil-A. When she graduates, she plans on staying in Los Angeles, working at an ad agency and eventually making her way up to be a creative director. One day, she hopes to own a house with room enough for two Christmas trees, a west highland terrier named Remington, and a DVD library that rivals Blockbuster.

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