I. Executive Summary This media plan is for marketing and advertising purposes, to create brand awareness, increase sales and generate new customers. It will also provide customers with more information about Senor Coffee. The message will be carried by black and white ads on Sun-Sentinel newspaper and half a page ads in Plantation Life&Style magazine that will run continuously through out a whole year. II. Background and Analysis 1. Company History Senor Coffee is a coffee shop specializing in Colombian coffee that opened in 2005 and is owned and managed by its owner Jairo Noriega. Their coffee is grown in the fertile forest, underneath the shade of tropical trees in the mountains of Colombia. Eco-friendly coffee is grown without the use of any harmful chemicals, pesticides or herbicides that affect the environment and the coffee drinker. All of their coffee comes from the same region in Colombia to ensure its quality, taste and freshness day after day. Locations 1. 8353 W Sunrise BLVD Plantation FL 33322 2. 5560 Griffin Road, Davie FL 3331 Sq. ft 1. 866 sq. ft. 2. 600 sq. ft
Product and Services Senor coffee offers organic coffee that’s roasted on site daily ensuring Its freshness, they also specialize in natural and unique teas. They also Offer sandwiches, wraps, salads and some pastries. Their eco friendly Coffee is grown with out the use of any harmful chemicals, pesticides or herbicides that affect the environment and the coffee drinker. Industry History •
There were about 20,000 coffee shop businesses in the U.S. with combined revenues of $10 billion in 2012
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Coffee drinkers still out number tea drinkers in the U.S.: 183 million Coffee drinkers to 173.5 million tea drinkers.
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Sales of coffee dominate sales of hot beverages, making up 83.3% of the total hot beverage market in the U.S. Coffee consumption is expected to increase through 2015.
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Starbucks dominated the market. Local mom-and-pop coffee shops, compete with established national brands like Starbucks.
2. Marketing and Advertising Objectives Marketing •
Increase brand awareness
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Educate people
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To find and persuade new customers
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Increase sales by 10% yearly
Adverting •
Building brand image
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Demonstrate the effectiveness of a product
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Special promotions
3. Target Audience Primary Audience Demographics •
Men and Woman from ages 20 -70
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Income low- medium to high.
Psychographics •
Consumers who prefer organic products
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Consumers who are attracted to living a healthier life style and conscious of what they put in their bodies
Secondary Audience •
Acquaintances or family members of our primary Audience
4. Online Traditional Media Habits Magazines: Health, coffee orientated magazine Online: Google search, online directories, Google reviews and coffee websites 5. Competitive Analysis 1. McDonald’s is the world’s largest fast food chain. With restaurants in over 120 countries and territories around the world, they serve nearly 54 million customers a day. The addition of coffee to their menu has made them big competitors in the Coffee industry
2. Dunkin’ Donuts is an international retailer that offers coffee, baked goods and sandwiches. They have approximately 7,000 stores located across the world, with over 5.200 located in 36 states of the USA. They claim to be “ The world’s largest coffee and baked goods chain”. 3. Starbucks dominated the market, with 20,891 stores in 62 countries, including 13,279 in the United States. They serve hot and cold beverages, whole-bean coffee, micro ground instant coffee, full-leaf teas, pastries, and snacks. Starbucksbrand ice cream and coffee are also offered at grocery stores.
III. Media Objective and Strategies 1. Media Objectives and Strategies Objectives •
With in the $27,000 thousand budget, create local awareness of the brand
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Following introduction, provide sustaining support through out the rest of the year
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During introductory period Reach 80 percent of target daily coffee drinkers and average of 4 times and 50 percent three times or more
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Following introduction, sustain awareness by reaching 25 percent of daily coffee drinkers at least once a month
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Target advertising to daily coffee drinkers, individuals attracted to organic products and healthy living
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Use media that can create awareness and effectively communicate the advantages of drinking Senor Coffee’s organic coffee
Strategies •
Use Newspapers and magazines as primary medium to create brand awareness
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Target men and women 20 to 70 years of age
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Use local newspapers and Local magazines
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Selective newsweeklies to communicate the advantages of drinking organic coffee
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Provide sustaining support in local magazines and newspapers through out the whole year
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Use Senor Coffee’s website to provide additional information and education about the brand
2. Media Target Audience We will implement continuous advertising all year long. The consumer buying period for Senor coffee lasts the entire year, though sales may fluctuate a bit during hot and cold months, the consumer buying period remains relatively stable and continuous. Continuous advertising works best for this business for the purpose of creating brand awareness; by advertising month to month the target audience will be constantly reminded of the business. In an industry of stiff competition, continuously advertising will help stay on top of target’s minds, that’s why constant reminder of business existence is very important. Not only will continuous advertising attract new customers but also retain loyal customers.
IV. Media Strategies & Media Mix Magazine, Plantation Life & Style Magazine; continuous advertising month by month through out the whole year. Advertising in a magazine was chosen because: •
Ads garner the most attention and lasting impact
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Ads are more relevant and targeted
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Leading influence of word of mouth
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Deliver reach
The client will beneficiate because magazines are very successful in reaching selected audiences, the ad will meet the needs of the selected niche group. Magazines also have a long life, this means the ad can continue to build reach long after the campaign has formally ended.
Newspapers, sun-sentinel; Continuous advertising every other Sunday through out the whole year Advertising in a Local newspaper was chosen because: •
Ensures ad will be seen by target market
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Printed products are far more tangible
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Gives better idea about the size of the audience
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People that read then newspaper and typically well educated with average to above incomes
The client will beneficiate because newspapers are the most immediate local medium in the market, they will communicate something immediately to a mass
local audience. Newspapers have the most local impact.
V. The Plan 1. Media Selection & Rational Local magazines and newspapers were selected as primary mediums to create brand awareness. Plantation Life & Style Magazine was chosen as a media do to its ability to reach the selected target audience, being locals that live in Plantation. This magazine is able to reproduce advertisement with excellent color, which is a necessity for food ads. Magazines are appropriate for this target audience because magazines focus on specific groups of people with common interests or hobbies. Magazines overall have a long life, meaning it has long-term exposure which will help with marketing objective of creating brand awareness in both short and long term. Magazines also have pass-along audiences, which will increase the reach potential each ad will have. Sun-Sentinel was chosen as the newspaper vehicle, which is very popular in the Plantation and Davie area. Newspapers ads will give a vehicle for consistently getting the message/brand in front of a large number of potential customers. Newspapers are the most immediate local medium in the market, this way our ad will have immediate impact in the market and results. The local impact that the Sun-Sentinel has in both of the designated market areas is huge and will beneficiate the ad’s total reach and frequency. 2. Budget As previously stated, the budget is 27,000. It is being split between 2 media types, Magazine and newspaper. Fifty percent of the budget will be spent on advertisement in Plantation Life & Style magazine and the other fifty percent on advertisement in Sun-Sentinel newspaper. The media budget will be spent in the geographic areas in
where the businesses are located. The magazine ad will be half a page once a month, which is distributed at the begging of every month, at a cost of a $1,000 per ad. The newspaper ad will be 3x10.5� inches every other Sunday starting with the first Sunday of each month. At a cost of $19 per co/in. making it $598.5 per ad. The total of 12 magazine half pages is $12,000 and for 24 newspaper ads is 14,364. After full calendar year of advertising $26,364 of the budget will be spent. 3. Creative Strategy Since the consumer buying period for Senor Coffee lasts the entire year there will be advertising all twelve months bases on the idea that employees work year round and buy coffee year round, whether they are buying it hot or cold. The year round ads will be Advertise in Plantation Life&Style magazine and Sun-Sentinel newspaper. Plantation Life&Style magazine has a new issue every month where the monthly ad will be placed. Half page four-color ads containing detailed product and brand information will be located in the middle of the magazine every other month changing to the front. The ads will have similar lay out but content may vary depending on what product or information Senor coffee is wanting to be advertise at that time in point. The news paper ads will run in the Sun-sentinel news paper every other Sunday starting with the first Sunday of each month. These Ads will serve a purpose more on the promotional side, being that they will be black and white. Cut out coupons and educational content will be placed in these ads. Placing educational content about brand or product will help catch reader’s interest in hopes of them using the coupon provided in the same ad. Ads will be vary category every month in which it will be placed, from food and health to local business Coupons and information on the ads
will be changed every month. While not in the final plan it has also been considered to place web banners in sites like Google, Facebook and Yahoo.
5. Media Cost & Analysis The Media and its vehicles were purchased as follows; Plantation Life&Style magazine is choosen as the vehicle to carry out the ads. One ad a month will be published in their monthy issue, each half page 4 color ad will cost $1,000, 12 were purchased making it a one year ad campaign, bringing it to a total of $14,000. SunSentinel newspaper was chosen as the vehicle to carry out the promotional ads. 24 3x10.5 black and white ads were purchased at a price of $19 per column inch meaning each ad will cost $598.5 all 24 ads will cost a total of $14,364. These ads will run every other Sunday for a full calendar year. After these two medias (Magazine and Newspaper) were bought the grand total was $ 26,364. 6. Evaluation plan Vs. Media Objectives •
The plan is creating local awareness of the brand using $26,364 of the $27,000 budget
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During the first quarter the magazine ads are reaching 50% of target audience in a average of 2.5 times and during 2nd quarter its reaching 47% 2.1 times.
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During its 3rd and 4th quarters it is reaching 30% and 28%
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All ads are directed towards coffee drinkers.
7. Monitoring & Post Buy Report The Ads in Plantation Life&Style magazine were rotated every month, one month it appeared in the front pages of magazine the next towards the middle. The ads also varied from top half to top bottom. Coffee industry competitor had ads in the back
cover of the magazine through out the months. The ads in the Sun-Sentinel varied category section, sometimes it was placed under the local business and other times under food & Health. Most of the times the ad was located top right of the page but sometimes it was on the top left. It was usually surrounded by other black and white ads so visibility of the ad wasn’t compromised
VI. Presentation Outline This media plan is for marketing and advertising purposes, to create brand awareness, increase sales and generate new customers. It will also provide customers with more information about Senor Coffee. The message will be carried by black and white ads on Sun-Sentinel newspaper and half a page ads in Plantation Life&Style magazine that will run continuously through out a whole year
Senor Coffee is a coffee shop specializing in Colombian coffee that opened in 2005 and is owned and managed by its owner Jairo Noriega. Their coffee is grown in the fertile forest, underneath the shade of tropical trees in the mountains of Colombia. Eco-friendly coffee is grown without the use of any harmful chemicals, pesticides or herbicides that affect the environment and the coffee drinker. All of their coffee comes from the same region in Colombia to ensure its quality, taste and freshness day after day.
Two location in Davie FL and Plantation Demographics •
Men and Woman from ages 20 -70
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Income low- medium to high
Psychographics •
Consumers who prefer organic products
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Consumers who are attracted to living a healthier life style and conscious of what they put in their bodies
The ads will run in Plantation Life&style Magazine monthly issue, it will be half a page with information about the brand ad product. Newspaper ads will run every other Sunday size 3x10.5 and they are black and white. They will be under the local business section and food and health.
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The plan is creating local awareness of the brand and products using $26,364 of the $27,000 budget
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During the first quarter the magazine ads are reaching 50% of target audience in a average of 2.5 times and during 2nd quarter its reaching 47% 2.1 times.
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During its 3rd and 4th quarters it is reaching 30% and 28%