Tomlinson's RFP by Meagan Meeks

TOMLINSON'S FEED & PETS EXPANSION TO DURHAM, NC

HOMEGROWN MEDIA

TABLE OF CONTENTS 3 Meet Homegrown

11 Flight 2: Continued

4 Executive Summary

12 Flight 3: Watch it Grow

5 Communication Platform

13 Flight 3: Continued

6 Media Objectives

14 Media Menu

7 Flight 1A: Plant the Seeds

15 Budget & Media Mix

8 Flight 1A: Continued

16 Schedule

9 Flight 1B: Plant the Seeds

17 Call to Action

10 Flight 2: Water the Seeds

MEET HOMEGROWN JULIA ATKINS Account Executive

MARGARET HYDE Account Manager

TRICIA CURRY Creative Director

MEAGAN MEEKS Account Planner

TARYN DANDURAND Account Manager

PAIGE SANDERS Account Executive

Meet Julia. She brings positive energy and excitement to any project she takes on. Outside of agency life, Julia actively pursues acting and voice and enjoys running, eating vegetarian food and goofing around with friends.

Meet Tricia. Tricia is the creative mind behind Homegrown’s design concepts. A fifth generation Texan, she is proud to call Austin her home. She loves drinking hot chocolate when it’s cold outside and running Town Lake when the sky is clear.

Meet Taryn. She is a writing enthusiast and lover of all things creative. Social media and photography are her go to hobbies in addition to eating sweets, practicing yoga, volunteering at local animal shelters and traveling.

Meet Margaret. Margaret manages and oversees accounts in Homegrown Media. A lover of the outdoors, she can always be found playing a pick up game of soccer in Zilker Park or kayaking in the green belt.

Meet Meagan. She is the bridge between the creative and the business sides on all our campaigns. If she is not catching up on the latest tv series or movies, she can be found practicing yoga or spending time with family and friends.

Meet Paige. She brings strong writing skills to the table and has an eye for design. In her free time she enjoys live music and exploring all that Austin has to offer with her corgi, Finn.

Owned and operated in Austin, Texas, Homegrown Media is a full service advertising and public relations agency founded by six University of Texas communication students in January 2015. It is our priority to build strong reputations for Austin-based businesses through innovative, grassroots campaigns. What separates us from the pack is our dedication to the little guy - the local, smaller, homegrown companies.

“WE PLANT THE SEEDS FOR SUCCESS”

EXCUTIVE SUMMARY

Homegrown

Media has created a customized, foolproof plan to introduce Austin’s favorite local pet store, Tomlinson’s, into Durham’s popular and thriving Ninth Street Shopping District. Driven by personalized out of home advertising and interactive events, our campaign utilizes multiple media including print, radio and online. The campaign will run from July 2015 until December 2015, with three main flights that will each be eight weeks in length.

Our

target market is comprised of pet-owning young professionals and families between the ages of 25 and 35. These pet lovers keep a busy schedule, but are still willing to spend the extra buck for their furry family members. They want to shop at stores that will give them a well rounded experience - which includes not only great products, but great service from employees who can provide them with expert advice.

Our trade area consists of two main zip codes 27705 and 27707 - because they have the highest concentration of 36,868 pet owners between the ages of 25 and 35.

According

to consumer reports from MRI, our target consumer tends to be more active and outdoorsy, which means they don’t spend as much time sitting at home in front of their TV. For this reason, Homegrown Media has decided to cut all video advertising and focus on efforts that will reach these individuals outside of the home. The most effective way to get our message to our target is to meet them where they already are - in the car driving to and from work, online, in the mornings when they’re reading the paper, outdoors when they’re exploring Durham and at events that are relevant to their interests. A focus will be placed on events that are fun, lighthearted, and fit with Durham’s laid back personality.

The

three flights represent the three heavy up times that the consumer will be most responsive to our message. We will be using a continuous strategy with all online efforts such as Google AdWords, Facebook Ads and all social media platforms. These efforts will be targeted specifically to the consumers based on their location and interests from previous Google searches.

For the entirety of the campaign, Homegrown will

inform, incentivize and inspire consumers to be familiar with the Tomlinson’s brand, invest their time and money in the store, and spread positive word of mouth after their store visits.

COMMUNICATION PLATFORM TOMLINSON'S FEED & PETS:

"Caring For Your Furry Family" Durham

was recently voted as one of the best cities in the U.S. for pet lovers, which gives Tomlinson’s endless opportunities to become part of the conversation. Our target market consists of 39,868 young professionals and families between the ages of 25-35. Knowing that people in Durham have a deep love and commitment to their furry companions, Tomlinson’s high quality, all-natural products and expertise in all things pet related will be exactly what Durham pet owners need. Tomlinson’s is committed to treating your pet as their own by providing superior supplies, food and advice.

Tomlinson’s realizes that young professionals

and families are busy and constantly on the go. That’s why they implemented a convenient, easy to use delivery service along with countless reward programs to help pet owners have the most efficient pet shopping experience.

Pet owners want to shop at places that provide

them a well rounded experience, which is exactly what Tomlinson’s offers with both their friendly, knowledgeable employees and their high quality products. Tomlinson’s is committed to caring for your furry family.

MEDIA OBJECTIVES Inform Establish awareness of the Tomlinson’s name and the new Durham location amongst 50% of our target markets within the first eight weeks and increase to 75% awarness by December 21.

Incentivize Drive an average of 35 store visitors a day on weekdays and 75 store visitors a day on weekends. Each visit should have an average puchase price of $55. As the campaign progresses, these numbers should increase by 75%. Along with an increase in-store visitors, we have high expectations for Tomlinson’s new store: 200 customers signing up for the regular delivery service, 150 newsletter subscribers, a minimum of 500 attendees at our three instore events, and sponsoring one community event. The events will be measured by the amount of visitors that enter into the store on those days. Our community event will be measured by the number of pamphletes distributed.

Inspire

Achieve a social media presence of: • 23,000 website hits measured using Google Analytics • 1,000 more likes on Facebook measured by backend analytics • 250 more followers on Instagram measured by backend analytics • 200 new blog followers measured by backend analytics • 20 photos that used the #TomlinsonsDurham hashtag a week measured by looking on Facebook & Instagram • 30 retweets, favorites or replies a week measured by looking on Facebook, Instagram & blog • 10 likes per Instagram photo measured in likes • 20 likes per Facebook photo measured in likes

FLIGHT 1A: PLANT THE SEEDS Like any new product or brand, it is vital to not only establish brand awareness, but to establish positive brand awareness. Tomlinson’s prides itself on being an upscale, unique, and wholesome pet store. During our initial advertising efforts we hope to reach our target audience and communicate these values. We will focus our efforts in multiple media outlets in order to get as much initial exposure as possible about Tomlinson’s new store and their August 8th Grand Opening. Our advertising efforts will be heavy in every media outlet during this first flight in order to gain significant exposure and begin building relationships with consumers.

Out of Home Sidewalk Chalk: As a guerilla marketing effort, an artist specializing in sidewalk chalk will be hired to draw on various sidewalks of the Ninth Street Shopping District in an effort create buzz about Tomlinson’s upcoming events. Costumes: Two part time brand representatives will dress up as cats and dogs to canvass and promote Tomlinson’s on the street corners of the Ninth Street Shopping District. They will hand out goodies, such as treats or toys, and start conversations about the company and the event. Inflatable Animal: An inflatable animal will be purchased to set up at our in store events and used to draw attention to the store year round by placing on the roof of the store. Dog Park Goodies: Two part-time brand representatives will be hired to go to the three neighborhood dog parks in the area. They will hand out treats and small toys, and start conversations about the company and any upcoming events.

Radio

For our launch party on Saturday, August 8th, we want to condense our efforts by focusing our radio advertisements to the Thursday before the event to ensure a reach of 50% in our target market. By distributing an ad spot during the PMD, we are confident that we will be reaching our target market of young professionals and young families who will be driving home from work or picking up the kids from school.

Social Media Social Media Intern: The intern’s purpose is to create customized and consistent content for Tomlinson’s Facebook, Instagram & blog. They would help to host special contests, promos, giveaways to make viewers interested and engaged. By remaining active and interesting on social media, Tomlinson’s will be able to connect on a personal level with customers.

Google AdWords/SEM Bids on Google AdWords will direct consumers who are searching for pet supplies, food or pet nutritional advice to Tomlinson’s website. We will bid on words such as “organic pet food,” “all-natural pet food,” “pet supplies,” “high quality pet products” & “pet advice.”

Facebook Ads Facebook is the #1 most used social media platform, thus we will be able to quickly and efficiently generate brand awareness and online buzz of Tomlinson’s new store in Durham. Using Facebook Ads will encourage views, likes & interactions with Tomlinson’s Facebook page and website, while continuing to build customized relationships with fans.

FLIGHT 1A: CONTINUED Print Durham News and Observer: The Durham News and Observer is one of the nation’s best and aims to reach a growing, smart and affluent market. The News and Observer offers community coverage for Durham residents and surrounding areas. The bi-weekly publication has a circulation of 66,639 on Wednesdays and 69,285 on Sundays. Our advertisements will run every other Sunday during this flight. By printing our ad every Sunday from July 4th to August 8th we hope to inform people about the grand opening of Tomlinson’s in Durham. During this pre-launch period we also hope to establish brand awareness.

The Carolina Parent: Because our secondary market is young families, we decided it would be smart to target these families in a publication directed at parents. The Carolina Parent is known as the most trusted resource in the Triangle for parents. Their readers are parents of children ages 18 and younger. They have a print readership of 100,000-plus and a circulation of 43,115. By reaching out to the family providers of possible pet owners, we hope to inform these readers of Tomlinson’s grand opening in Durham and establish brand awareness.

Events Block Party: The Tomlinson’s Grand Opening Block “Paw-ty” will be Tomlinson’s way of letting the Durham community know that they are open for business. The block party will be hosted in the Tomlinson’s parking lot and will provide food, games and activities for residents and their pets.

FLIGHT 1B: PLANT THE SEEDS Because we exerted so much effort on advertising in the previous flights, we decided to take a step back to watch how our heavy efforts played out. We won’t stop all advertising efforts completely, we will continue to have a presence in the newspaper, OOH, and online. In today’s world almost everyone especially a majority of our target market is online; therefore, we believe spending less in other media, but remaining continuous and consistent in print and online will still keep our brand in the eyes of our target market.

Out of Home

Social Media

Sidewalk Chalk: As a guerilla marketing effort, an artist specializing in sidewalk chalk will be hired to draw on various sidewalks of the Ninth Street Shopping District in an effort create buzz about Tomlinson’s upcoming events. Costumes: Two part time brand representatives will dress up as cats and dogs to canvass and promote Tomlinson’s on the street corners of the Ninth Street Shopping District. They will hand out goodies, such as treats or toys, and start conversations about the company and the event. Dog Park Goodies: Two part-time brand representatives will be hired to go to the three neighborhood dog parks in the area. They will hand out treats and small toys, and start conversations about the company and any upcoming events. Inflatable Animal: An inflatable animal will be purchased to set up at our in store events and used to draw attention to the store year round by placing on the roof of the store.

Social Media Intern: The intern’s purpose is to create customized and consistent content for Tomlinson’s Facebook, Instagram & blog. They would help to host special contests, promos, giveaways to make viewers interested and engaged. By remaining active and interesting on social media, Tomlinson’s will be able to connect on a personal level with customers.

Durham News and Observer: We will continue to advertise every Sunday in the Durham News and Observer after our Grand Opening in order to remain relevant with readers and stay at the top of the mind of past and potential customers.

Facebook Ads Facebook is the #1 most used social media platform, thus we will be able to quickly and efficiently generate brand awareness and online buzz of Tomlinson’s new store in Durham. Using Facebook Ads will encourage views, likes and interactions with Tomlinson’s Facebook page and website, while continuing to build customized relationships with fans.

FLIGHT 2: WATER THE SEEDS Flight two will continue to push online efforts and focus on promoting multiple events. During this time we will decrease our spending in print, in favor of out of home efforts and in-store events. We believe that our events and hands-on approach during this period will be imperative to building positive, personal relationships with Durham residents, thus solidifying our position in the community.

Events

Dog Wash: A free dog wash event provides Tomlinson’s a way to build a relationship with the community and allows the community to try out some of Tomlinson’s products. Staff members will be available to assist owners and provide complimentary “pet-icures.”

Durham News and Observer: By continuing to advertise in the Durham News and Observer during Flight two of the media strategy we hope to continue to establish brand awareness while stimulating brand recognition with readers previously informed about Tomlinson’s. During this flight, our advertisement will also be promoting our dog wash event on September 26th. The Triangle Dog Magazine: The Triangle Dog Magazine is a publication for dog lovers in Durham and surrounding areas. It is North Carolina’s most celebrated pet publication. They work with local dog enthusiasts, advertisers and writers to create a pet focused publication. It is distributed quarterly and has a circulation of 30,000. The Triangle aims to give pet owners information to give their pet a healthy lifestyle. By printing one full page color ad and one half page color ad in the September issue of the magazine, we will reach out to our target market to stimulate brand awareness and promote our first in-store dog wash event on September 26th.

Woofstock: Woofstock is a Durham event that “celebrates everything canine,” and is a place where dogs and their owners can enjoy food, music, games, and take advantage of opportunities to learn about canine non-profits. Woofstock is the perfect opportunity to interact with the most devoted of dog owners in Durham and spread brand awareness. Halloween Costume Party: The Halloween Costume Party gives Durham residents a chance to get into the Halloween spirit while building positive relationships with the brand. Tomlinson’s will provide complimentary pet treat samples to participants as well as prizes for the winners of best costume.

Radio Our Halloween party will take place on Saturday, October 24th. Just like the radio advertisement in flight one, we want to distribute a single radio advertisement the Thursday before the party during the PMD to spread awareness about the event. We hope to reach 50% of our target market again. By telling our target market about the event only two days prior, the event will still be fresh on their mind and hard for them to forget about.

Facebook Ads

We will be continuing to utilize Facebook Ads continuously throughout flight 2 to build even stronger brand awareness and online buzz of Tomlinson’s Durham store. Facebook Ads are an efficient way to strengthen relationships with fans by encouraging liking, sharing & commenting on Tomlinson’s Facebook page but also by directing them to Tomlinson’s website.

FLIGHT 2: CONTINUED Out of Home

Social Media

Sidewalk Chalk: As a guerilla marketing effort, an artist specializing in sidewalk chalk will be hired to draw on various sidewalks of the Ninth Street Shopping District in an effort create buzz about Tomlinson’s upcoming events. Costumes: Two part time brand representatives will dress up as cats and dogs to canvass and promote Tomlinson’s on the street corners of the Ninth Street Shopping District. They will hand out goodies, such as treats or toys, and start conversations about the company and the event. Inflatable Animal: An inflatable animal will be purchased to set up at our in store events and used to draw attention to the store year round by placing on the roof of the store. Dog Park Goodies: Two part-time brand representatives will be hired to go to the three neighborhood dog parks in the area. They will hand out treats and small toys, and start conversations about the company and any upcoming events.

Social Media Intern: The intern will continue to create customized and consistent content for Tomlinson’s Facebook, Instagram & blog throughout flight 2. They would continue to develop special contests, promos, giveaways to make viewers interested and engaged while also building a personal relationship with fans.

Google AdWords/SEM We will continue to bid on Google AdWords throughout flight two in an effort to direct consumers who are already searching for relevant pet needs toTomlinson’s website.

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FLIGHT 3: WATCH IT GROW For our final flight, we will re-up our print efforts and heavily push online, radio, and out of home in order to finish our campaign strong. We will continue to reinforce the values that we have already established in our earlier flights and will continue building personal relationships within the community by hosting another in-store event.

Events

Radio

Pictures with Santa Paws: Tomlinson’s “Pictures with Santa Paws” will be the final in store event of our campaign. This event will encourage pet owners to bring their furry families in to Tomlinson’s to celebrate the holiday season and further solidify our relationship with the pet owner community.

We will continue to use radio advertisements to reach 50% of our target market. We will place a single advertisement on December 10th announcing our week long holiday celebration that will start the following Monday on December 14th where pet owners can bring their furry friends to Tomlinson’s to take photos with Santa. We are aiming to reach 50% of our target market again during the PMD drive home from work or picking up the kids.

Print Durham News and Observer: During the final phase of our media strategy we will continuously print our advertisement in this publication during the first week of this flight- printing on both Sunday and Wednesday in order to promote our Halloween event. After that the ad will be flighted, printing every other Sunday. With this tactic we hope to reach out to as many readers as we can in order to promote our event and after the event we will continue to advertise in order to remain top of mind to the relevant readers so we are the first thing that comes to mind when thinking about their pet’s needs. The Carolina Parent: By continuing to advertise in the Carolina Parent during flight three, we hope to stimulate brand awareness and foster brand loyalty with readers. We will also be promoting our holiday event during this flight of our media strategy. The Triangle Dog Magazine: Because this magazine is only published quarterly and the readers of this magazine are our primary target market, we will print another full-page color advertisement accompanied by a half page color ad in the December issue. By doing so we hope to foster brand awareness and loyalty with our target consumers.

FLIGHT 3: CONTINUED Social Media Social Media Intern: The intern will continue to create customized and consistent content for Tomlinson’s Facebook, Instagram and blog throughout flight three. They will continue to develop special contests, promos, giveaways to make viewers interested and engaged while also building a personal relationship with fans.

Google AdWords/SEM We will continue to bid on Google AdWords throughout flight three in an effort to attract consumers who are already searching for relevant pet needs toTomlinson’s website.

Facebook Ads We will be continuing to utilize Facebook Ads continuously throughout flight three to build even stronger brand awareness and online buzz of Tomlinson’s Durham store. This approach will encourage liking, sharing & commenting on Tomlinson’s Facebook page as well as directing viewers to Tomlinson’s website.

MEDIA MENU Print Newspaper The Durham News

Circulation Bi-Weekly 66,639 69,285

Wed Sun

Magazine The Triangle Dog

Circulation 30,000

Issues 4

Carolina Parent

43,115

Social Media Title

Hourly Wage

PCI B/W $32.17 $32.17

Hr/Wk

Website Cost Per Day Adwords

Facebook

CPM

1/2 Single Sheet Single Sheet

$31.09 $34.40

Broadcast

Chalk Art

Hourly Wage

Artist

$15/hr

Inflatable Animal Size Cost

Online

Insert Size

Full Page Half Page Quarter Page Color: $1250 Color: $605 Color: $250 Color: Color: $2,740 $1,750 Color: $1,050

Out of Home

Intern $7.25/hr 8 hrs/wk

Radio

CPP

202

Daytime

146

Evening

182

8 ft. $1,825

http://next.srds.com http://sqad.com http://www.usablimp.com/inflatable-advertising/Inflatable-Advertising-Animals.html http://www.theedesign.com/print-design/flyer http://www.staples.com/sbd/content/copyandprint/brochures.html http://www.thetriangledog.com

BUDGET& MEDIA MIX PRINT

VEHICLE

COST ($)

NUMBER OF ADS/ISSUES CIRCULATION TOTAL COST

TRIANGLE DOG MAGAZINE

$3,710

Full Page Color

$1,250

30,000

Half Page Color

$605

30,000

$2,500 $1,210 Medium

Total Cost

% of Total Budget

$7,000

$18,816.88

42%

$8,106.88

Events

$5,250.00

12%

$8,106.88

OOH

$3,990.50

TOTAL COST

Online

$5,892.00

13%

$2,500.00

Radio

$10,050

22%

$2,500.00

Contingency

$1,001

DOG WASH EVENT

$200.00

TOTAL

$45,000.00

100%

Shampoo/Baby Pools

$200.00

CAROLINE PARENT MAGAZINE Half Page Color

$7,000 $1,750

43,115

DURHAM NEWS & OBSERVER Quarter Page B/W EVENTS

VEHICLE

$32.17 PCI

COST

LENGTH

69,285

GRAND OPENING EVENT

WOOFSTOCK

$1,500.00

Sponsorship

$1,000.00

Promotional Materials

$500.00

HALLOWEEN COSTUME PARTY

$1,000.00 $1,000.00

PICTURES WITH SANTA PAWS

$50.00

Costume Rental

$50.00

OOH

VEHICLE

COST ($)

NUMBERS

INFLATABLE DOG $1,825

$100

3 2

Brand Ambassador ONLINE

VEHICLE

$7.25

$300

$7.25

30hrs/wknd

$1,087.50

1,500 IMPS

COST ($)

REACH

$2/Bid

1,250 IMPS

Events

$1,387.50

TOTAL $2,500.00

FACEBOOK ADS

$2,500 $2,000.00

$2/Bid

1,000 clicks

$7.25/hr

8hr/wk

SOCIAL MEDIA INTERN Vehicle

OOH

$217.50

ADWORDS/SEM

RADIO

$478 $200

IN PARK EVENTS Dog Treats

Online

$60

Free Merchandise Brand Ambassador

$300 $300

6,000 IMPS $30

$1,825 $1,825

6,000 IMPS

COSTUME

Radio

IMPRESSIONS TOTAL COST 100,000 IMPS

CHALK ARTIST

Costume

Con3ngency

$2,000 $1,392

CPP

TRP

$1,392

IMPRESSIONS TOTAL COST

PMD

$10,050 $67

150

5,980,200

$10,050

http://next.srds.com http://sqad.com http://www.thetriangledog.com http://www.city-data.com/zipmaps/ Durham-North-Carolina.html#27701

SCHEDULE FLIGHT MONTH WEEK

Flight 1B

Flight 1A JULY 1

Flight 2

AUGUST 3

SEPTEMBER 4

OOH Chalk Art Inflatable Animals Dog Park Goodies Costumes Online Social Media Adwords/SEM Facebook Ads Print The Triangle Dog Magazine The Durham News & Observer Carolina Parent Magazine Radio PMD Events Block Party Grand Opening Dog Wash Woofstock Halloween Pictures with Santa Paws

Flight 2

OCTOBER

Flight 3 NOVEMBER

DECEMBER

CALL TO ACTION PLANT YOUR SEED WITH US! Homegrown Media is confident that our comprehensive media strategy will reach our target by creating a message that connects with people on a personal level. By focusing our efforts on out of home, events, online, print and radio, we reach consumers where they are-- out and about, on the way home from work or on their computers. We are confident that our research of Durham and our target market have allowed us to develop a highly efficient and personalized launch plan. We look forward to working with you and are excited for the next steps! Homegrown Media The University of Texas at Austin 300 W. Dean Keeton St. Austin, TX 78712

HOMEGROWN MEDIA

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HOMEGROWN MEDIA