Meathead Movers "Dedication On and Off the Field" Campaign

Dedication on And off the field

Bloom Advertising

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TABLE OF CONTENTS 3

Executive Summary

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History & Fast Facts00 Executive Summary 00 History 00 Objectives Research 00 Comeptitve Landscape Competitive Landscape

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SWOT Analysis

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Target Markets

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Game Plan Creative Strategy

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Big Idea

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Digital Commercial

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Instagram

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Facebook

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Pinterest

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Digital Ads

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Website

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Moving App

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Outdoor

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PR & Promotions

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Media Objectives

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Media Plan & Budget

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Conclusion

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The Team

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Sources

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EXECUTIVE SUMMARY

Though neighborhood moving companies who made it to the big leagues are not few and far between, Meathead Movers is a company that distinguishes itself by employing clean-cut and dedicated student athlete movers. Though the company charges a premium price, Meathead Movers’ employees are worth it as they check all of the most important boxes. Being apart of a team cultivates a copious amount of life skills all of which translate seamlessly into a move. Our big idea, which spans throughout our entire campaign, highlights the Meatheads of Meathead Movers and how their impeccable work ethic leads to exceptional results. We created online and outdoor advertising, social media, promotions, a revamped website, and a new moving app to make this campaign a home run.

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History In 1997, high school students, Evan and Aaron Steed founded Meathead Movers as a way to earn money (and pizza), while simultaneously maintaining their busy athletic schedules. Their business quickly grew from a neighborhood project to the full-fledged $14 million company that it is today. The foundations upon which the company was built remain as all their employees are cleancut, hard-working student-athletes who are reminiscent of the Steed brothers themselves.

FAST FACTS 90

350

Trucks

Employees

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13,000

Locations Moves Expected in 2016

Incentive programs for employees such as a 120 day no-injury raffle 100% money back guarantee Movers jog when carrying items Gyms at offices Free moving concierge services Smoke-free

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Meathead Movers are punctual, positive, clean cut, student athletes who pass criminal background checks

Research

After learning the ins-and-outs of Meathead Movers, its rich history, its effective systems, and its services, team Bloom went out on real moves to talk to real people experiencing the company.

This helped us gage the essence of what a Meathead move is really like.

On this particular move, we were accompanied by the Operations Manager for Orange County, AJ. He explained that he was recruited after a football game when he was 19 and has since worked for four Meathead locations. Today, he visits 2-3 moves per day. In Orange County alone, AJ oversaw 1,600 moves last June (summer months are their busiest).

AJ is not alone in this by any means. Though he played football, soccer players, wrestlers, football players, and basketball players alike have been recruited to work for Meathead Movers. Athletics is not a prerequisite to becoming a Meathead thoughonly 85% of them are.

Our experience on this particular move allowed us to meet and interview Princess Packers, Meathead Movers, and clients. One client was a grad school student at University of California Irvine who proclaimed that she hired Meathead Movers because “Moving is not fun when you are doing it by yourself�. She had previously had an unprofessional experience with a moving company before, so she found Meathead Movers on Google and hired them after speaking with a call representative in Fresno who she felt was extremely professional and trustworthy.

The word trustworthy stuck with us throughout the day, as during our interview with the following client, she mentioned this buzzword as well. This idea that seemed to embody Meathead Movers carried us forward to our big idea. Players on sports teams are disciplined every day. These athletes build this trustworthiness through teamwork. Discipline, teamwork, and trustworthiness all require dedication.

AJ, Orange County Operations Manager

1,600 Number of moves AJ oversaw in June, 2016

85% Of Meatheads Are Current Athletes

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Research

Our research continued when we met with Logan, an aspiring and well-rounded businessman.

Logan currently attends community college, is on his school’s football team, and has career ambitions to start his own social justice clothing brand. Meathead Movers to him is a perfect stepping stone, allowing him to work through college while maintaining his busy schedule and keeping his future career goals in mind.

Another employee we met was a recent graduate who loved to make use of Meathead Mover’s free gym facility.

We were able to shadow a move where the Princess Packers were present. We learned that the employees go through an extensive training process where the new packers shadow current employees.

On their first few moves, they are not allowed to handle any of the customer’s items. After they learned the best and most efficient ways of packing through shadowing, they are allowed to jump in.

Meathead Movers incorporates fun prizes into their daily grind. If the Meatheads go a certain amount of days uninjured, there is a reward. The company does things like taco night to keep up morale.

Through conducting interviews with all of these employees, we realized one consistency; almost all of these employees heard about the company through a friend or word-of-mouth. Through our social media contests, we will play on this and elevate word-ofmouth advertising to a new level.

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Competitive Landscape

Common themes among regional moving companies are competitive prices, well-trained courteous employees, and timely moves. Direct competitors to Meathead Movers offer full-service experiences with packing, storage, and long-distance moves. The companies have humble, underdog beginnings and offer similar services with comparable quality. This poses the opportunity for Meathead Movers to differentiate themselves by emphasizing their ability to provide personalized experiences and play-up their college-athlete persona.

Two Men and a Truck Two Men and a Truck brands itself as “The Movers Who Care”. They advertise home moves, business moves, clean trucks, and friendly employees. Two Men and a Truck also started as an after-school business. Today, thirty years later, the company is operating in 40 states with more than 350 locations.

You Move Me You Move Me is a moving company with locations in most states including the San Francisco Bay and Southern California areas. They are your “friendly and professional moving company that’s here to move you, not just your books.”

The company advertises its on time service, friendly uniformed movers, and upfront rates.

ASAP Movers - San Luis Obispo ASAP Movers are the “local and long distance movers you can trust”. They are highly trained, have years of experience, and and can offer superb customer service. The company advertises its employees’ professional, attentive, courteous, energetic, and eager attitudes. ASAP Movers operates in about twenty California cities and parts of the Western U.S.

Mayflower Mayflower calls itself “the most recognized name in moving,” and “America’s most trusted movers.” The company was founded in 1927 in Indianapolis and has expanded to moving across America, and even internationally. There are locations in both Northern and Southern California. Mayflower provides residential and corporate moves, and packing services.

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SWOT ANALYSIS Strengths

Weaknesses

98% rating on Yelp #1 ranked moving company in Ventura County, One of Inc. 5000’s Fastest Growing Companies Great word of mouth customer and employee referrals As a dynamic and well established company, Meathead Movers has a multitude of strengths and opportunities surrounding their growing company, quality service, and hardworking employees. Still though, there remain weaknesses and threats that must be changed and addressed.

Opportunities These strengths, weaknesses, opportunities, and threats Potential for long lasting apply to both branding recruiting and customers Connecting with the community aspects. through PR related events Well trained and treated employees

Recruiting student-athletes at their schools/during their sporting games and practices

Not enough social media creative content No paid advertising High employee turnover rate Princess Packers name not received well by public

Threats

Competitors with lower rates “Do it yourself” moves Minimal brand awareness

Precision Packers

We’ve suggested changing the Princess Packers’ name to Precision Packers. This rebranding will help with PR. We believe that the word precise is an integral part to Meathead Movers as a company. By being precise, they are being dedicated to giving the best possible service they can give. This name change accurately represents this group, gives them a great reputation, and allows for all genders to participate in the packer program.

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Target Markets Angela, 36 Angela is a stay at home mother in Costa Mesa, California. Her husband is a recent Chapman MBA program graduate. Angela runs a busy household with her seven-month-old baby and three rambunctious pups. With only one week to move her belongings before her house renovations begin, her main concerns are time and efficiency. She thinks, “I could pack this all myself, but it would take a really long time.” Angela chose Meathead Movers over competitor Camp Pendleton because of the efficient packing service, the time-saving Meathead Movers hustle, and the respectful employees.

Lauren, 24 Lauren is a law student at the University of California, Irvine moving from her rented two-bedroom apartment to on-campus housing. Lauren’s family had terrible past experiences with other moving companies which included damaged furniture and having to pay significantly over their quoted amount. For that reason, Lauren’s main concern is finding a brand that is trustworthy and loyal. Lauren experienced exceptional customer service during her initial Meathead Movers phone call. Meathead Movers’ premium price and multiple awards all help Lauren feel she is in good hands with a trustworthy track-record and a professional brand.

Logan, 19 Logan is a football player at Orange Coast College. His goal is to transfer to a prestigious Division One school. He enjoys working for Meathead Movers because he has the opportunity to exercise at work and have a flexible schedule. Logan also enjoys working with like-minded employees and in a team-oriented environment. On top of being a student athlete, Logan is an entrepreneur who recently founded his own clothing line, which promotes social justice. Logan plans to apply the dedication, team-work, and customer service skills Meathead Movers taught him when he eventually runs his own company full time.

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THE GAME PLAN 1. Current Situation

Meathead Movers was established in 1997 and is the fastest growing moving company in Southern California. While the company made 14 million dollars in revenue last year, it has opportunities for growth in awareness and brand recognition through advertising. Meathead Movers has a competitive edge, as it is the only student athlete moving company in the area. The employees are dedicated on an off the field, and showcase the characteristics they fostered during practices and games like teamwork, persistence, and trustworthiness while performing on the job. The clean-cut and background checked employees can make any stressful move painless.

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Positioning Statement

For those who are looking for a smooth move, need to move quickly and easily, or simply want their belongings taken care of as they would - look no further. Meathead Movers is a personal moving service and the company that checks all the boxes with their quality service and respectful student-athlete employees.

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2. Objectives Through advertising, PR and executions we will accomplish the following objectives: 1. Build Awareness for Meathead Movers based on their amazing reputation on short haul services 2. Introduce the idea of their long-distance capabilities 3. Build in a recruitment component/aspect 4. Encourage usage of Princess Packers with each move/service

THE GAME PLAN 5. The Competitive Advantage

Meathead Movers’ competitive advantage is its student-athlete movers.

No other company has this feature. These student athletes take the sportsmanship mentality that has been cultivated within them on the field to every move, making each move precise and well executed. So, it naturally follows that these hard working young men atheletes display “dedication on and off the field.”

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Brand Personality

Meathead Movers is a proud mother’s son. He is well rounded: incredibly athletic, focused on his studies, and an upstanding gentleman. He has mastered these aspects of his life through persistence, dedication, and attention to detail. On the field, he is a team leader and is always hustling. At school, he is a respectful hard worker who never gives up. Hard work, teamwork, dedication, perseverance, and trustworthiness are all characteristics that have been fostered and cultivated within him since a young age on the field, and now they are expressed in his professional life.

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Dedication on and off the field

Teamwork, persistence, respect, and attention to detail are just a few characteristics that each student-athlete mover has honed through years of participating in sports and practicing as a team. Above all, they are dedicated. Their commonality of being student-athlete movers shines through during moves, as they are dedicated on and off the field.

This overarching idea is applicable to both of our target audiences. For recruiting efforts, it relates to the competitive advantage of hiring student athletes. For the customers, it promotes and presents the characteristics of the Meatheads in the best light.

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We will build awareness for Meathead Movers based on their amazing reputation on short haul services through our social media campaigns, recruitment efforts, advertising, and promotions.

We will introduce the idea of their long-distance capabilities through outdoor advertising, Meathead Move In Day, and referral programs with housing developments and apartment complexes. We will increase recruits through on on-campus efforts with Meathead Move In Day, social media presence, and job fairs. We will rebrand Princess Packers to Precision Packers, highlighting their strengths and increasing recruits and morale through the pack-o-lymics.

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DIGITAL Commercial

Our 30-second spot blends sports movements with Meathead Movers’ on-the-job motions to show dedication on and off the field. Tied together with sports announcer voiceovers, this spot will air on YouTube and Facebook.

Athlete 1 dribbles toward defender.

He jukes player and breaks away. (basketball) *cut

Athlete 1 runs toward truck as camera focuses on a female Meathead (Athlete 2) lifting a box. *cut

At a weightlifting tournament, Athlete 2 lifts weight above her head in a continuous motion. Smiles. *cut

Announcer: “DID YOU SEE THAT?!.....

Announcer cont’d. “Look at that hustle!...The strength, …”

Announcer cont’d: “the stamina!”

A Precision Packer (Athlete 3) strategically packs a box. *cut

Athlete 3 is at the JMT trailhead, precisely packing her pack. Begins hike. *cut

Athlete 4 ( a QB) receives the hike and hands-off the ball to teammate. *cut

Announcer: “…precision””

Announcer: “What a…”

Announcer: “Look at that...”

Athlete 4 hands a box to a coworker *cut

Athlete 5 passes third base, sprints for home plate. Slides. *cut

Announcer: “… hand off!””

Announcer: “Watch him…”

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A Meathead Movers van pulls into a driveway. Athletes run out and begin moving.

Announcer: “… bring it home!”

Voiceover: “Meathead Movers, dedication on and off the field.”

Instagram 55% Of Instagram Users are Age 18 - 29

The Meathead Moves Instagram competition aims to increase social media user engagement and brand awareness for recruitment.

Through our research, we found that most Meatheads are recruited through word of mouth. The best social media platform to recruit more Meatheads is through Instagram as 55 percent of all online 18- to 29-year olds in the U.S use it. This Instagram competition will feature three consecutive two week long social media competitions, each with its own theme surrounding physical movement. The competitions include the Best Trick Shot Video, Most Original Gameday Celebration, and Smoothest Dance Moves.

During this six-week campaign, meathead movers and friends can enter by following @MeatheadMovers and uploading an Instagram video of themselves using #MeatHeadMoves. The more shares the better, as the video with the most likes will win an awesome prize, such as coveted concert, festival, or sports tickets!

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Facebook

Facebook is the ideal platform to increase potential clients’ brand awareness. Meathead Movers’ Facebook page is an opportunity to hit home by telling the stories of ambitious collegeathletes. Their Facebook page relate and reminisce his or her humble, real-world beginnings and most importantly, to highlight what makes Meathead Movers different. It is more than a moving company, it’s a movement.

The baseball card design used for Meet the Meatheads posts will double as business cards.

This is a unique touch no other moving company has and will also help our customers remember who to write about in their reviews.

Pack-It Video Series Pack-It are 12-15 second bite sized films packed with fun!

The Pack-It videos will feature a new Precision Packer each week. These light hearted videos include packing, moving, and DIY house makeover gifs with bright background colors, a signature jingle, and the Precision Packer logo.

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Pinterest 71% Of All Pinterest Users Are Women

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Wives and Moms are usually the household decision-makers on everything from cable providers to appliance brands to moving companies. Just like Angela, 34% of women who are age 30-49 are on Pinterest. Users create boards for anything from home decor to recipes to fashion, it is the perfect place for Meathead Movers to publish and store #MovingHacks. The Meathead Movers’ Pinterest will be easy to maintain and free to make. The account will feature several boards with titles such as “Let’s Get Packing” and “Moving and Grooving” with specialized pins to teach consumers how to pack like a pro and move into their new home without hassle.

Women online ages 30-49 are on Pinterest

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Digital Ads

Based on geographic locations and search cookies, our target audiences will see Facebook promoted posts that can further increase the awareness of Meathead Movers. For example, using cookies, Facebook can target ads towards a consumer who has viewed moving and real estate websites and is located in Meathead Movers’ markets.

Digital ads placed on real estate websites and moving blogs will increase website visits for moving quotes and Precision Packers.

Google Adwords’ keywords of “moving services” and “Meathead Movers’ are continued but “packing services” for Precision Packers will be included to combat competitors.

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Website

Meathead Movers’ website is informative. As a premium moving company, Meathead Movers should also have an aesthetically premium website. To keep up with modern times, we revamped the website to be more image based and have concise-witty copy. We also rebranded the website to be easily navigable with photo caraousels and simple click boxes to avoid high bounce rates.

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Moving App

Inspired by the Meathead Movers’ website, the new moving app simplifies the process of getting a moving quote and filling out a customer satisfaction survey.

Customers can download the app for iOS or Android and create an account. The home screen will include four sections; “Moving Quote,” “Reviews,” “Track Job,” and “Update Info.”

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When “Moving Quote”is selected, users are prompted to input their address and moving date. The “Moving Quote” is inspired by Meathead Movers’ current moving quote section on the website.

Step 2 tracks the house inventory. Users can tap on each furniture icon to indicate how many items are in each room. By having an app, the process of counting customers’ furniture items is much easier than inputing it in on the desktop-optimized website.

Moving App

Keep your head in the game with the Meathead Movers mobile app! Receive accurate quotes, access invoices, and rate your experience anytime, anywhere. Get the play-by-play and stay up-to-date with your move thanks to the Meathead GPS tracker.

The final step, Step 3, asks if the potential client wants packing services from Precision Packers. Users can also see a short video about Precision Packers if they need more information to decide. After the user clicks submit, it will be sent to Meathead Movers to create a moving quote.

Customers can track the status of their move with the “Track Job� section. This will be especially helpful for long distance moving. When Meatheads are using driving directions to the destination, the app will sync with their GPS location and estimated time of arrival.

The customer satisfaction survey on the app will also make it easier to track results directly after a move.

Customers can also choose to review on Yelp directly from the app.

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Outdoor

Billboards will be near new housing developments in Meathead Movers’ new markets (ex. Bay Area). The same visual will also be used in transit features. It will feature Meathead Movers’ long distance moves and include the sporty theme.

Referral Program

Meathead Movers will partner with apartment complexes to engage in a mutually beneficial referral program: A 10% off discount for people who need to move and a referral fee!

This idea was inspired by Lauren, the grad student who used Meathead Movers to move out of her apartment. The narrow hallways would have been a challenge for her to overcome had she moved on her own. Carrying a couch up “do it yourself” move’s staircase could damage walls, hallways, and staircases, but meathead’s precision will keep any apartment game-day ready. When signing a lease, the apartment complex will recommend Meathead Movers to the new tenants. If the tenants use Meathead, they get a small discount and it also benefits the apartment because they are sure that their building will not be damaged.

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PR & Promotions A-Meathead-Moved-Me Box

To encourage long-distance moves and build brand loyalty, Meathead Movers will provide customers with “A Meathead Moved Me Box.� The box will be advertised on the website, social platforms, and the official Meathead Movers App. Your Meathead Moved Me Box is there to make move-in day a slam dunk with first-night necessities including boxcutters, towels, cleaning supplies, etc.

Meathead Move-In Day

Having a comfortable transition into college life is important for students. As part of our commitment to the community, Meathead Movers will be helping students from local colleges move into their college dorms for free during August and September. The Meatheads will introduce their new long distance moves and create an email blast sign up sheet for out-ofstate students.

Additionally, Meathead Movers will be giving out free branded swag such as lanyards, fridge magnets, and small desk organizers to the students and promotional material to parents.

Scout Team-Players

The Meathead Movers turn heads at Division-3 athletic events and on-campus job fairs. Watch Meatheads and Packers host sponsored halftime games and giveaways.

Spot their truck on campus and ball-out with Meathead Movers branded swag.

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PR & Promotions Get Out and Move Day

The Meatheads will partner with local Boys & Girls Clubs to sponsor an all-day kids sporting event where they will teach the kids plays, participate in games, and even hold tournaments. Meathead jersey t-shirts will be given to the kids in hopes that they will wear them out and advertise the company’s. These children’s parents will be the target market for this event.

The Pack-O-Lympics

As part of a recruitment effort and to boost morale, the Precision Packers will compete in the PackO-Lympics for a chance to win a $500 bonus. In this competition, the Precision Packers will race to wrap, stack, and pack a box before the clock runs out. The Packer who scores the highest in all three categories -creative costume, time, and precision - will win the title.

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Media Objectives

In the auto-rental (ex. U-Haul) and real-estate industry, the average advertising costs to sales percentage is 1-1.8% in 2015. Since Meathead Movers made $14 million in revenue last year, we recommend allocating $250,000 strictly to advertising (billboards, Google Adwords, Facebook promoted posts, online commercials, digital banner ads) in the Meathead Movers’ 2017 campaign.

We recommend primarily digital ad spending to maximize efficiency of the budget, and outdoor ads to introduce Meathead Movers in new markets. We will not spend advertising dollars on recruiting Meatheads or Packers because our PR and executions will suffice.

Media Markets The following are the markets where paid advertising will be targeted.

Primary markets will have a heavier saturation in advertising than secondary markets.

Primary Markets: San Luis Obispo, Fresno, Orange, Ventura Secondary Markets Bay Area of San Francisco, Surrounding states of California that Meathead Movers’ offers services

Objectives & Strategy 1. Place digital ads on real estate websites and moving blogs to increase website visits for moving quotes and Precision Packers awareness.

2. Buy Google Adwords with keywords such as “moving,” “long distance moves,” “packing services,” etc. to be the top search result.

3. Further promote Meathead Movers’ social media presence using paid posts (Facebook promoted posts and digital commercials) to increase brand awareness.

4. Introduce Meathead Movers in the Bay Area using outdoor advertising.

5. Primarily advertise during peak moving seasons (summer months). **All advertising will be geographically targeted in Meathead Movers’ markets

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Media Plan & Budget Media Flowchart This media flowchart and budget includes the cost of advertising, executions, production costs and a standard 15% agency fee (if to hire an advertising or marketing agency).

Media Budget Breakdown Advertising: $250,000

Outdoor: $89,000

Digital: $161,000 PR, Promos: $5,700 Production: $50,000 Media/Ad Agency Fee: $45,780 Total: $350,980.00 Other Recommendations: If willing to allocate more money to advertising, increase billboard buys in markets for long distance moves awareness during peak moving times (summer).

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Conclusion Objectives

Solutions

Objective 1

Build Awareness for Meathead Movers based on their amazing reputation on short haul services

Digital commercial, Instagram, Facebook, Pinterest, Digital ads, moving app, website, outdoor, Meathead Move-in Day, Get Out and Move Day

Objective 2

Introduce the idea of their longdistance capabilities

Outdoor advertising, Digital ads, moving app, website, A-MeatheadMoved Me Box

Objective 3

Build in a recruitment aspect.

Meathead Moves Instagram Competition, Meathead Move-in Day, Scout Team Players

Objective 4

Encourage usage of Princess Packers with each move/service.

Digital commercial, Facebook Packit Videos, Pinterest Moving Hacks, Digital ads, moving app, website, Pack-o-lympics

One of the biggest obstacles to Meathead Movers’ growth is a lack of brand recognition.

Through our PR, promotions, and advertisements we hope to have familiarized potential clients and employees with the brand. After familiarization has been achieved through these promotions and ads, personalization will occur. Through our social media’s Meet the Meatheads and features on the app, Meathead Movers will come full circle back to your neighborhood friendly and recognizable face. Assurance in a company is crucial, and Meathead mover clients will always be confident that their time belongings are being respected, because their movers are dedicated.

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The team

BLOOM Advertising Tiana Andraos, account strategist and copywriter Hannah Katagi, graphic designer and media planner Thea Knobel, account strategist and copywriter Landyn Pan, graphic designer, video/photo Mia Sander, account strategist and copywriter Special Thanks To: Professor John Most Aaron and Evan Steed, Meathead Movers AJ Carney, Meathead Movers Dawn Goldberg, BOLT PR

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Sources Meathead Movers Briefing http://www.meatheadmovers.com/ https://twomenandatruck.com/ http://asapmovers.com/ http://www.youmoveme.com/ http://www.mayflower.com/ http://www.executionists.com/how-much-does-it-cost-to-redesign-a-website/ http://nextjuggernaut.com/blog/uber-like-apps-how-much-cost-develop/ http://realtor.com https://adespresso.com/academy/blog/facebook-ads-cost/ http://clearchanneloutdoor.com/how-to-buy/rates/?#bulletins http://www.pewinternet.org/2015/08/19/mobile-messaging-and-social-media-2015/2015-08-19_social-media-update_09/

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