Paw Prints - Media Plan Book Part 1

Paw Prints

A Tomlinson’s Media Plan Book Research & Insights

Table of Contents Introductions

Profiles

2 Meet Roots

5 Brand 6 Target Market 7 Geography 8 Competition

Overview

3 Executive Summary 4 Campaign Scope

Options

9 Media Menu

End Goals

10 Situation Synopsis

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At Roots Media, we believe that every brand has the ability to grow and thrive in the right environment. As a media planning company, we are dedicated to our craft – nurturing a brand, honing in on target media sources, and communicating your brand’s message in its best light.

Isabel Novoa Situation Analyst

Coffee shop inhabitant and close friends with a Corgi named Waffles.

Julianne Perry Copywriter

Obsessive notetaker with the mischievous nature of a racoon.

Our ideas stem from a source of knowledge, passion, and determination. We believe that through our combined efforts and interests, the success of a partnership with our group is a guarantee for growth. And part of that is our desire to go against the grain, inciting consumer interest with the unconventional and the unique.

Paige Kroll

Geographic Consultant Knick knack collector with the loyalty and courage of a bear.

Allison McKenzie Media Executive

Cat lover with a passion for cooking and the outdoors.

Every brand needs to be nurtured, and we believe that comes from the very source. We aim to root your brand in a solid foundation and allow it to naturally branch out as ideas and inspirations come forth. Let us grow, water, and root you.

Jenny Passmore Target Specialist

Guitar player with the curiosity and zest for life like that of a monkey.

Laurel Lunsford Art Director Painter with the strong sensitive demeanor of an elephant.

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Executive Summary Durham, North Carolina and Tomlinson’s are prepped and ready for each other. What Durham lacks, Tomlinson’s has in the form of a new healthy and local-focused pet store.

And Durham is the key location for Tomlinson’s to expand out of its friendly neighborhood of 4,000 square miles.

It is a city filled with thriving millennials, disposable income, and a rich history.

Founded in 1869, Durham has completely transitioned from a tobacco town to a city filled with burgeoning global and innovative firms. In addition, the city has latched on to this innovative culture through its growing medical field and its progressive culinary scene filled with artistic talent.

It is in this growing, progressive town that Tomlinson’s will prosper in – forming close-knit relationships in the Ninth Street District among its targeted locale.

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This area in particular has a prospering number of young adult females with pet companions.

Roots Media knows that the young millennial female is experiencing plenty of life changes and wants a partner along for the ride. In the beginning, that partner-in-crime is a pet they can cherish, care for, and encourage.

As other individuals enter the picture, Tomlinson’s will still remain constant to the owner through any boyfriend, husband, or infant – and their pet companion will remain just as steady. These women deserve the quality and family-friendly service that Tomlinson’s has to offer.

Currently, the only options for the target are competitors that appeal to rural markets, older couples, and unspecialized service. Tomlinson’s is not that place.

Tomlinson’s offers quality, individualized service for your pet.

They focus on the specialized, and that’s important to our target.

These young women want the same service that they’d experience at their running shoe store or favorite manicurist - individualized attention that only the most focused brands can bring. Tomlinson’s is a brand they can trust to be just as focused on their needs every time, regardless of whether they’re coming in for their first pet bed or if they have a baby in tow and need a hand carrying bags out to the car.

No matter the need, Tomlinson’s is willing to focus in order to fulfill the friendly neighborhood promise. Roots Media has laid out a complete plan utilizing unique media sources to seek out and find these meaningful relationships.

Durham and its young female millennials need Tomlinson’s, and Roots Media knows that Tomlinson’s is ready to capture the moment.

Campaign Scope Dear Durham, Tomlinson’s Feed and Pets is headed your way. Founded in 1946, Tomlinson’s is a full service pet supply store that provides its customers with a unique and beneficial environment.

Originally conceived as a chick hatchery, Tomlinson’s has evolved into a store that not only provides for poultry, but for the retail pet market. Tomlinson’s is committed to focusing on the consumer market just as much as the product by treasuring customer relationships.

At Tomlinson’s, the Golden Rule is treating customers like family. They form critical relationships to build a local family in their community, caring for pet owners and their pets in a tender and attentive manner.

Tomlinson’s new venture is a location in Durham, North Carolina, far away from their native Texas. 1,304 miles to be exact. Tomlinson’s can bring more than just Texas charm - they can bring their key local, family approach, welcoming new customers into an old tradition.

This media plan will provide Tomlinson with the incentive and foundation for their move in July 4th of 2015. We promise a successful embrace of Tomlinson’s in the Ninth Street Shopping in downtown Durham by targeting key media sources and providing detailed options within our $45,000 budget.

During its first 8 weeks of operation, our execution will ensure that 50% of our identified target will be able recall the Tomlinson name. In addition, 50% of the aware individuals will be able to identify the new store location.

Within this target, we ensure that our plan will spur 35 customers per weekday and 75 customers per weekend, with a $55 check size per visit. In addition, we will increase this number by 15% until December 21st.

By December 21st, the target consumer awareness will rise to 75% due to our strategic planning that allows Tomlinson’s to grow. In addition, 200 of the target consumers will sign up for regular delivery by this date.

As part of Tomlinson’s local and family centered focus, we will increase activity in customer relationships. We will generate 150 newsletter subscribers, 200 new blog followers, and host three in-store events with a 500 attendees minimum.

Our extensive research, positioning, and media knowledge will be key to Tomlinson’s succeeding in a new geographic market while retaining its signature hometown feel.

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Brand Profile

The Austin and Central Texas

community is grounded in a passion

for health and love of all things living.

It is here that Tomlinson’s was born,

and has embraced such values of these pet lovers for 68 wonderful years. Steeped in tradition and local values, Tomlinson’s is a cornerstone of its current community due to its dedication and specific passions.

The company has grown and changed with the needs and values of the surrounding community. Tomlinson’s prides itself on carrying only the healthiest products for your pet, and giving great personal pet advice and customer service to all its customers – two and fourlegged. This pointed focus on natural and healthful products reflects the needs of the customers in a way that only Tomlinson’s can.

Tomlinson’s understands that to many, a pet is part of the family.

As a lover of companions, man’s best friend, and furry family members, Tomlinson’s researches the manufacturing process and all the ingredients that go into a product before putting it on their shelves.

Through their extra level of “quality control,” Tomlinson’s ensure that they are providing the best products to their market.

To go the extra mile, Tomlinson’s offers various services to make spoiling the customer’s pet convenient and beneficial. With grooming and nutrition services, the store is a one-stop shop for individuals to provide for and pamper their companions. Tomlinson’s also delivers products, and offers their Pet Club members 10% off every purchase - enabling owners to spend a little more on treats, larger bags of food, and any other wants or necessities.

In addition to all of their services, Tomlinson’s rooted presence in the community is supported by their outreach efforts. Tomlinson’s makes a point to give back to the pet community in need. In 2014 alone, Tomlinson’s united with the people of Austin to donate 107,470lbs of pet food for local shelters. Their stores also hold special in-store adoption events in partnership with various local shelters to promote new friendships in a friendly and trusted neighborhood environment.

Because of their supreme product quality and knowledgable, nurturing staff, Tomlinson’s was voted the Best Pet Store in Austin in 2014.

With all of Tomlinson’s expertice and customer service, Durham will soon find themselves falling in love with this Austin original.

Sources: Tomlinson’s, Facebook, Flickr

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Woman’s Best Friend

Target Market

The Ninth Street District is nestled in a diverse and thriving neighborhood, filled with millennial women with a soft spot for fluffy friends. These young women, experiencing a transitional point in their lives find consistency with pet of their own. While going through different stages of life, the pet’s relationship to its human may fall into one of the following categories:

The Bed Warmer

As young women approach the adult stage, many are fearful of living alone, or just want to come home to a smiling face. A frequent remedy to that loneliness is a fluffy companion. A pet offers unique emotional and psychological health benefits such as emotion support and stress relief.

These furry friends can take the role as a jogging cohort and ideal snuggle buddy.

57.1% of single women living alone own pets.

Family Member

As a family expands, the furry friend is considered a dear part of the intimate unit. 85% of dog owners say they consider their pet to be a member of their family. While it may not receive the same babying a pet would in a childless home, it enjoys additional attention from the children of the home. The woman of the house tends to be the primary purchaser of pet supplies, and most other essentials. These women would benefit especially well from the delivery service Tomlinson’s offers. They are moms on the go, taking the kids to their soccer game with their favorite furry cheerleader panting from the sidelines.

The First Born

While moving in together is a large step for couples, getting a pet together is another leap. Women may use a pet as a trial run for raising a baby with someone. Dad shows his love by sneaking snacks under the table. Mom, on the other hand, sees the pet as her child and spoils it rotten with food, gifts, and perhaps Halloween costumes.

Households without children are more likely than those with children to buy pet supplies at specialty pet stores, rather than Wal-Mart. These owners are willing to make the extra trip to search every shelf for the perfect pet product.

While all women are extremely different, many with pets share a deep love and desire to do best for their fur babies, the same way Tomlinson’s cares for its customers.

These women want to give their pets healthy nourishing food, safe toys, and lots of love and attention. Tomlinson’s will be there when these moms are seeking personalized advice and the products to fit their pets’ needs.

Sources: Simply Map, Mintel, Huffington Post, Pew Research Center

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Geographic Profile Durham, North Carolina

The city of Durham is found in the South Atlantic region of the United States with a population of 245,475. With a median age of 34, millennials thrive in this young city when it comes to employment and entertainment. Durham offers the community and visitors a rich history with a variety of museums and repurposed historic buildings. Over 29% of Durham’s population has a yearly income of $75,000 or more, which provides disposable income to enjoy the city’s vast dining and entertainment options.

A Global Economy

City of Medicine

The city of Durham has been proactive in its transformation from an economy based on textiles and tobacco to a home of some of the leading global firms. Durham attracts a young, energetic workforce by providing opportunities for employment in diverse industries such as such as life sciences, financial services and IT/Information/Software. With more than 170 global companies, including IBM, RTI International and Cisco, Research Triangle Park continues to generate economic activity in Durham by offering the community and local graduates employment in these innovative industries.

As the self-proclaimed “City of Medicine” of the U.S., Durham provides a higher quality of healthcare to its citizens. It is home to the states number one ranked hospital, Duke Medicine, which is renowned for its quality of care. Durham also boasts numerous research and teaching institutions. Nearly one-third of Durham’s population is employed in the healthcare industry.

Tastiest Town

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In 2013, Southern Living called Durham one of the “South’s Tastiest Towns” because of its unique assortment of coffee shops, breweries and restaurants with passionate bakers, baristas and culinary artists. Casual dining is the name of the game for millennials who frequent Durham’s many establishments. Many of these up-and-coming hot spots are located in the American Tobacco Historic District and Brightleaf Square, where the tobacco warehouse infrastructure dates back to the 1800s and 1900s. In this setting, customers can sample the best dishes the city has to offer, while enjoying the ambiance of the historic architecture.

Ninth Street District Tomlinson’s will open its new location in the Ninth Street District of the 27705 zip code. Located in between Duke University’s East and West Campus, the Ninth Street District is a center of shopping, dining and entertaining for young adults living in the nearby neighborhoods. Locals and visitors may dine at any of the 40 restaurants or shop at the 33 retail stores. 15.02 % of women living within a five-mile radius of the area are between 18 and 34 years old. 29.3% of households in the district have a yearly income of $75,000 or more. Tomlinson’s appeals to a younger demographic of pet owners, who are discerning in their choices of products they purchase for themselves and their pets. For those living in nearby neighborhoods, it is a quick and easy trip to find high quality products for their beloved pets.

Widespread Entertainment Durham’s diverse community welcomes a variety of lifestyle and entertainment options. The city’s rich history leads to the development of historic sites and museums, such as the Duke Homestead Historic Site and the American Tobacco Museum. While Durham promotes its treasured history, it also showcases its appreciation for contemporary art, plays and dance. These can be found at the Durham Performing Arts Center, Carolina Theatre and other art museums. Sports fans can enjoy a NCAA basketball game at Cameron Center or experience the thrill of a home run at the Durham Bulls Athletic Park. Those who love the outdoors can visit Enno River State Park, which offers the chance to unwind while hiking the trails or canoeing down the tree-lined river.

The Sarah Duke Gardens also offers an ever-changing palette of colors to visitors.

Sources: Durham North Carolina, Greater Durham Chamber of Commerce, Simply Map, Southern Living, U.S. Census Bureau

COmpetitive Profile Barnes Supply Co. Barnes Supply Co. is Tomlinson’s biggest competition in terms of proximity. Located on 9th Street just next door to Tomlinson’s new location, Barnes offers similar products with the benefit of being a privately owned staple in Durham for over 60 years. Barnes keeps a rustic and local promise and serves all of the community’s pet supplies and agriculture needs. You. It’s a trusted onetop shop for those with pet and plant needs where you can find everything from dog leashes to chicken feed and fertilizer.

Other End of the Leash Boutique Other End of the Leash Boutique is more of a direct product and service competitor to Tomilinson’s, located only a couple blocks away in downtown Durham. OEOTL Boutique is another locally owned source of high quality pet supplies. OEOTL Boutique provides direct competition to Tomlinson’s with natural food and supplements as well as an on-site bakery full of homemade gluten-free treats. This boutique appeals to the pet owner who is willing to spend a little more on supplies as well as other pet-themed jewelry and pet owner apparel. The two owners are trained animal therapists as well as nurses and are recommended by many veterinarians in the area through word of mouth.

PetSmart PetSmart is one of the number one pet supply staples in America and is another form of competition for Tomlinson’s. Located about 10 miles south of Tomlinson’s new location, PetSmart offers many generic and well-known brand names as well as pet services like grooming, training and veterinary treatment. PetSmart is one of the biggest chain pet supply stores in the industry with many sale promotions and discount opportunities through reward programs but lacks the promise and trust of a locally owned store.

Tomlinson’s Competitive Edge

Barnes Supply Co. make it very clear, through their lack of social media presence and disinteresting website, that they appeal to the consumer with many different needs similar to those in a rural community. They appeal to families and older couples that tend to more than one pet, and simultaneously have other animals and plants to look after. Although this can be seen as a one-stop shop for those with animal and plant needs, they are targeting a completely different audience than the ones we desire - individuals who want quality and trust for their pet and their pet only.

With Barnes supplying not just pet supplies, they can be seen as not as unfocused and therefore less trusted from a basic pet needs standpoint as they split their services to multiple animals and lawn and gardening.

Tomlinson’s Competitive Advantage Tomlinson’s offers the best natural products because they believe in providing the best form of nutrition at an affordable price to their Tomlinson family. Tomlinson’s focuses on catering to the consumer on what is best for their companion through various social media platforms and a blog with advice from pet health experts on the best products and practices for the healthiest pets. They will have no trouble standing apart with their Golden Rule - to treat customers like family. This mindset will ensure Tomlinson’s ability in building key relationships and creating customer loyalty.

Sources: This is Durham, Yelp, Google+, PetSmart, Barnes Supply Co., Other End of the Leash Boutique, Simply Map, Visit NC

Roots Media will utilize media such as various social media promotion, blogs, advertising in family friendly/popular local attractions, and taking advantage of the strong and loyal community in Durham to create a united word-of-mouth communication that will be the key to their success. Tomlinson’s will build a new family in Durham with long lasting relationships and a propensity for always looking out for the consumer and their pet.

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Media Menu

TV / Cable Day Part 4Q14 Prime Access Prime Late News Late Fringe

Radio CPP 144 351 182 98

Day Part AM

4Q14 CPP 202

day PM EVENING

146 182 67

Magazine Publication Circulation Raleigh Metro 40,000 Urban Home 33,000 Carolina Magazine 38,918 Our State 220,623

Newspaper Circulation Weekday 11,035 Mon thru sat 8,162 Sunday 7,762

Publication Wilson Times Weekday Sanford Herald Rocky Mount Telegram

Full PAge $6,078 $2,300 $2,639 $14,100

Full PAge $2,322 plus $325 for color Mon Thru Sat $2,736 Sunday $2,349

Mon thru sat 11,288 Sunday 11,148

Out Of Home Advertis ing Lamar Permanent Bulletin Northgate Mall Screen Lamar Digital Bulletin Lamar Digital Poster

Rate $3,600 $4,000 $630 $438

Mon thru Sun $2,274

Search Engine Market Search Term Durham pet foods pet supplies delivered natural pet supplies all natural dog food

Local Digital Display WebSite citysearch.com abclocal.go.com/ wtvd

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Size medium Rectangle 300x250 Medium Rectange 300x250

Sources: SRDS, IAB, Google AdWords

Rate $750 $1,000

CPP 2.55 1.77 2.51 3.59

Situation Synopsis Tomlinson’s has been a trusted local store for natural and healthy pet products in Austin and the Central Texas region for almost 70 years. Their promise to treasure relationships built with customers is reflected in their friendly staff, natural nutrition expertise, and everyday affordability.

Tomlinson’s is not only a well-established and trusted business in Austin, but relies heavily on the relationships built with customers.

To ensure the success of the newest Tomlinson family in Durham, Tomlinson’s must have a strong strategic marketing plan to bring this trusted image and reputation to prosper outside of Texas.

Tomlinson’s local popularity has resulted from the promise of the best natural pet products from people who are thoroughly educated in animal nutrition. This expertise as well as the utilization of word-of-mouth both in person and through heavy social media presence will be necessary techniques needed to gain the trust of Durham, where many consumers of pet products have rooted loyalty to other local pet supplies stores.

Locality is the mainstay of Tomlinson’s, which means Tomlinson’s will need to establish customer loyalty through lasting relationships with their target audiences, women ages 18-34 and families of Durham. As women are the main shoppers of pet products in the average household, the expansion and success of Tomlinson’s out of Texas to Durham, North Carolina relies strongly on appealing to this target audience.

Tomlinson will have to compete against 2 local pet stores that have become a part of the Durham lifestyle with deep roots in the community. Tomlinson’s will capture the hearts of Durham through their customer relationships and by building the next Tomlinson family. Through community engagement in a town that runs on word-of-mouth and customer loyalty through relationships, Tomlinson will thrive.

Roots Media are determined to plant the Tomlinson family in Durham by imbedding a brand that can break through the challenges of relocation and starting fresh in a new community. Roots Media will allow Tomlinson to flourish by exploring a strategic approach to the community and opportunities that present themselves in Durham. Roots Media will lay the foundation to create lasting relationships between the community of Durham and Tomlinson’s.

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2500 Lake Austin Blvd, Austin, TX 78703 | (512) 215-7668 | rootsatx.com