Paw Prints
A Tomlinson’s Media Plan Book Recommendations & Logistics
Table of Contents Introductions 2 Meet Roots
Media Plan
6 Flight One 7-8 Flight Two 9 Flight Three 10 Flight Four 11 Semi Continuous Media 12 Continuous Media
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Overview
3 Executive Summary 4 Communication Platform 5 Media Objectives
Execution
13 Media Menu 14 Budget & Media Mix 15 Flow Chart 16 Call To Action
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
Roots Media is prepared to grow Tomlinson’s kickoff and subsequent potential through a strategy plan rooted in media and events specialized for our target of millennial women with pets. Starting June 14th and ending December 31st, this strategy will hone in on specific factors for the broadest reach possible while staying cost-effective and focusing in on our target. The chosen target features women that are in a transitional place in their lives, that may or may not have families, but choose their pets as primary members in their lives. They seek out quality and expertise in the products they buy because of their sentiments of pets becoming family members. Tomlinson’s will target that sentiment by additionally welcoming these women into our own family of customers. By creating in-store events that appeal to these women while also highlighting our in-store character, we are able to dually encourage these individuals to sign-up for Rewards Programs, email lists, and utilize coupons on deliveries and products. Roots Media has divided this plan into four distinct flights that capitalize on different stages of growth. From the beginning, Tomlinson’s will be generating buzz and opinions with its immediate presence announced in the area through
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various media. Then, our Grand Opening event on July Fourth will dramatically increase our impressions and drive attention to the successive kickoff of our Rewards Program. For the second half of our plan, Roots Media will focus on Tomlinson’s remaining at the topof-mind for our target and continuing to host events that aid this recall. Tomlinson’s will utilize local events and partnerships to increase its presence in the community leading to the backstretch of our strategy plan. Finally, Tomlinson’s will focus its efforts on holiday celebration through a Christmas Party and month-long promotional effort to drive-up objective numbers. Throughout these flights, Tomlinson’s will also be utilizing media specific to our target with Pandora making up the majority of their listening habits and Interest composing a large part their browsing interests. Additionally, Tomlinson’s will utilize semi-continuous events to slowly boost impressions in meaningful ways. Roots Media is ready to nurture Tomlinson’s through our decisive planning towards a successful launch and follow-up. We believe that Durham is completely ready and willing for a store like Tomlinson’s, it just needs to insight that our specialized planning can bring to relevantly make our target notice.
Communication Platform
Welcome to the Tomlinson’s Family Durham deserves a pet store that caters to quality, expertise, and a family-friendly environment. Tomlinson’s is here to provide all those things and more, as it becomes an integral point for community interaction, celebration, and a truly welcoming environment.
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Media Objectives Inform
Tomlinson’s will create awareness for the brand and location through heavy initial efforts for buzz upon opening and continuing with efforts weighted throughout various flights after the launch. Events hosted by Tomlinson’s, along with partnerships with local veterinarians and pet adoption agencies, will create buzz to start up conversations that. Tomlinson’s will continue through print, online, and out of home advertising.
Incentivize
Tomlinson’s will create incentives for millennial women with pets by distinguishing itself from the local competitors through its customer relationships. We will invite these women to join our family by meeting them in places where she usually visits and relating these experiences to Tomlinson’s offerings. Tomlinson’s prides itself on making its customers their family and by interacting with these customers through in-store promotions. Through these promotions and various in-store events we will build a steady flow of customers throughout the week as well as weekends while focusing on our regular delivery options. Ultimately, we will build lasting relationships with our customers to create a new extension of our Tomlinson family.
Inspire
Tomlinson’s will inspire advocacy for a healthier pet lifestyle and create brand value by increasing regular delivery and transaction rates through bi-weekly interactions with community as Tomlinson’s hosts many community events, such as our Farmers Market and Water Stations. Tomlinson’s will beceome family to the community of Durham and in return create a lasting relationship with its customer base that are eager to spread the word about Tomlinson’s via word of mouth, social media, and interactive promotional events. Tomlinson’s will create a new family and Durham will have a new place to call home.
Business Objectives To achieve a 50% awareness of Tomlinson’s name and location across the recommended target in Durham, increasing to 75% by the end of the campaign To average 35 store visits per day on weekdays and 75/day on weekends with an average check size of $55.00 with a 15% increase by the end of December To encourage 200 people to sign up for regular delivery To have 50 newsletter subscribers and 200 new blog followers
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To establish a loyal customer base to build a Durham Tomlinson’s family
Flight one Planting the Seed
Announcement Billboard
Flight 1 will focus on creating buzz around Tomlinson’s coming to Durham. Their arrival will draw attention from the target market through various initial promotional efforts and connecting with local digital leaders with an influence over the community.
The initial announcement of Tomlinson’s arrival will be through a permanent billboard in the Durham area with a high number of impressions. Over the course of a month before our Grand Opening in Flight 2, the billboard will provide our target audience with the interest and information they need to become aware of our new store.
Sponsored Blog Posts Roots Media wants Tomlinson’s to send free sample products to local bloggers for sponsored blog posts to build interest as the company’s landing approaches. These chosen bloggers - The Stir Crazy Mom’s Guide to Durham, The Triangle Explorer, Sandpaper Kisses, Bird + Beau, and The Owl’s Nest - all appeal to variety of ages and women within our target market. By utilizing access to their viewer base and personal interest in pets, we will be able to establish credibility and attention in the target audience.
YouTube Buzz Ads Tomlinson’s will utilize this media in a specialized fashion to reach our target audience with information on our arrival in Durham. YouTube will allow us to target a certain demographic and geographic area through the placement of these ads before specific videos. In addition, YouTube has a user base that correlates with our target market due to the tendency of users to come from a younger age group. Source: SRDS, Babble, YouTube, The Stir Crazy Mom’s Guide to Durham, The Triangle Explorer, Sandpaper Kisses, Bird + Beau, The Owl’s Nest
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Flight Two
Putting Down Roots
Flight 2 will continue to introduce women ages 18 to 34 to the Tomlinson’s brand by giving the target audience a better idea of the brand’s personality.
The goal is to bring first-time customers into the store to show them what makes Tomlinson’s unique when compared to local competitors. Roots Media wants to ensure that our efforts reach our target audience effectively. Flight Two will shout Tomlinson’s has arrived, and they are here to support their new Durham family. We want Tomlinson’s to leave a lasting impression on our target audience to develop relationships and create regular customers.
Fourth of July Launch Party This Grand Opening event will welcome all potential customers from Durham to the store for free food and the opportunity to meet their newest neighbor, Tomlinson’s. Roots Media wants customers to feel like they are part of a family, so the store will use this event to start the “Neighborhood Pet Lovers” wall. Photos of owners and pets will be taken during the launch party and posted to the wall to stay there permanently. Tomlinson’s will provide natural food product samples for pets and then will partner with a family-owned restaurant, Bullock’s Bar-B-Cue, to serve barbecue wraps, side dishes and drinks. To keep the furry friends entertained, a separated play pin with Tomlinson’s toys will be set up for dogs to try – allowing attendees to see the quality of the food and toys with expert employees on hand to explain their benefits. This variety of activities will create an environment for building personal relationships between employees and customers, including inviting our attendees to sign-up for our email list for a coupon. With 500 expected customers to enter the store for the event, this is an opportunity to show that Tomlinson’s cares about the needs of the customer and their pets, which is what the target market expects for their beloved furry friends.
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Newspaper Ads We will run 1/4 page advertisements in the Rocky Mountain Telegram in 4 insertions the week before the Tomlinson’s Fourth of July Launch Party, especially during the late week and weekends to create awareness for the event.. The call to action will be for community members to celebrate Independence Day and the grand opening of Durham’s newest pet supply store with free food and furry friends. The advertisement will be an invitation to meet Tomlinson’s staff and become a part of the Tomlinson’s family, to further develop the idea that the company wants personal relationships with their customers.
Welcome to the Family Week To build brand loyalty and repeat purchases, Tomlinson’s will launch a Rewards Program the week after the grand opening of the Durham location. This will be introduced through a week of promotions and fun activities called “Welcome to the Family Week.” Employees will encourage customers to sign up for the Rewards Program, at no cost, by providing Tomlinson’s their email address. In return, the customer will receive a free week of Tomlinson’s delivery service during the seven days of promotions, a Pet Lover’s Loyalty Card to track transactions, and an automatic entry into our email newsletter list. In the newsletter list, they will receive weekly emails with coupons, pet stories, and nutrition tips from Tomlinson’s pet expert employees. After “Welcome to the Family Week” ends, employees will continue to mention the rewards program at the cash registers, so customers will receive Pet Lover’s Loyalty Cards and the e-newsletter. The combination of the newsletter and rewards program will keep Tomlinson’s top-of-mind for customers and generate repeat purchases.
Sources: Mintel, Bullock’s BBQ, Rocky Mount Telegram, Inc.
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Flight Thre e
Sprouting
Flight 3 is all about keeping Tomlinson’s top-of-mind in the lives of our young woman target. By utilizing two events, Roots Media will help Tomlinson’s continue its presence and increase its consumer association with the pet products market. In addition, a specialize social media campaign will solidify the expertise associated with Tomlinson’s.
Adoption Day
Our kickoff event for our series of adoption events will continue to keep Tomlinson’s relevant to our consumer base after the Grand Opening event’s impact has diminished. Traffic will be driven to our store through promoting our event through Pandora, Facebook Ads, animal profiles in our emails, and flyer and social media postings by our intern - primarily offering an incentive for purchase at the event and discounts on delivery. We will partner with Independent Animal Rescue and Animal Protection Society of Durham to bring in a large number and variety of pets for our customers to adopt while also utilizing the group’s infrastructure of animal pens and volunteers. This will be the cornerstone of our adoption events with the greatest attendance and promotion, but will also influence continued attendance at Tomlinson’s later Adoption Saturdays.
#AskTomlinsons
For the week leading up to Woofstock, Roots Media plans for Tomlinson’s to launch a social media campaign promoting their pet expertise through the hashtag #AskTomlinsons. As a primarily Twitter campaign, locals will be able to ask questions utilizing the hashtag and our hired expert will reply back through our social media channels. The event will be promoted through our blog and Facebook page to drive users to Twitter. At the end of the week, our expert will be present at our Woofstock booth to continue answering questions and building our brand around pet expertise.
Woofstock
Woofstock is an annual event hosted by Durham’s Park and Recreation Office in Southern Boundaries Park. The event is a celebration of dogs with canine skill presentations, games and activities for dogs, a pet market, and foster and adoption agencies. Roots Media plans for Tomlinson’s to utilize this event as a platform by purchasing the top singular sponsor of the event for $3,000. By sponsoring the event, Tomlinson’s will capitalize on its logo being featured in Woofstock’s media, take significant presence away from our competitors, and have a wide reach among our attending target market. This event will have the riskiest ratio of cost to impressions, but Roots Media believes it is the perfect platform to reach loyal customers - those that are completely invested in their pets, that can sample our quality products at our booth, and will give Tomlinson’s the greatest return in repeat purchases.
Snapchat Geotag
Roots Media will partner with Snapchat to utilize a new media that has a significant percentage of users in our target market. We will sponsor both a Local Our Story, allowing attendees at Woofstock to submit Snapchats to be shown, and a specialized Geotag that will allow Woofstock attendees to place a fun logo, our name included, on their own personal Snapchats. In addition, our employees will be able to moderate these submissions to choose ideal videos and images while also posting their own moments of Woofstock to increase our event presence.
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Sources: Mintel, Pandora, Facebook, Twitter, Independent Animal Rescue, Animal Protection Society of Durham, Woofstock, City of Durham, Snapchat
Flight Four
Continuing to Grow
Flight 4 is focused on solidifying customer loyalty and the continuation of creating buzz. As the Tomlinson’s strategy plan draws to a close, it is important to emphasize the importance of community and family within young single and married women. The holiday flight will emphasize that: customers are not alone during the holiday season, they have a support system for their pets, and they are a cherished member of the Tomlinson’s family. These points will be emphasized to steadily increase customers, keep customers loyal and engaged, and make customers feel supported and valued.
Santa Paws is Coming to Town Tomlinson’s will hold a Christmas party to bring in customers towards the end of the strategy plan. Roots Media encourages Tomlinson’s to implement an “Angel-Dog Tree” donation drive to expand involvement and patronage within the community. This will be a great opportunity to increase awareness of Tomlinson’s and stimulate positive sentiment and buzz throughout local neighborhoods. The party will be close to the end of the 25 Days of Christmas promotion and will offer unique discounts and savings as well as food, fun and pet samples. The holiday party and campaign will incentivize consumers to treat their beloved pets with presents since the majority of dog owners consider their pet a member of the family.
Pinterest Ads Roots Media wants Tomlinson’s to invest in Pinterest ads during the month of December as usage goes up during major holidays for gift and decoration inspiration. Moms are 61% more likely to use Pinterest than the average American and additionally, the platform is femaledominated – making it a key place for our target market. The ads will drive traffic to other social media, recommend Tomlinson’s purchases during the holidays, and remind users of the Christmas party.
Newspaper Insertions Our Christmas party and holiday promotions will be specifically advertised in the Rocky Mount Telegram Newspaper a week before the event with 4 insertions. This medium will give bulk impressions for Tomlinson’s and raise awareness of the event among our target market.
25 Days of Christmas Promotion Roots Media recommends Tomlinson’s put on a promotional period in December leading up to Christmas. It should consist of coupons and discounts sent daily through their e-mail list to opt-in consumers. The special discounts should target women with different types of pets. Additionally, the promotion will offer a 15% off discount on delivery to boost online presence on the company’s website and raise awareness and use of the delivery service Tomlinson’s provides. Source: Pinterest, Rocky Mount Telegram, Mintel
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Semi Continuous The Leaves
This media will occur intermittently throughout the timeline of our strategy plan for Tomlinson’s. Each media will specialize according to the planned event and will supplement the larger flights’ efforts.
Durham Farmers’ Market Tomlinson’s will have a booth at the Durham Farmers’ Market every other Saturday, from July 11th to October 3rd, leading up to the Woofstock event. On each Saturday attended, four current employees will be hired at a pay rate of $9/hour for 2 hours. The booth will have flyers, a repurposable banner, and will feature and sell a wide variety of the organic products in stock at the Tomlinson’s location. In addition, part of our booth rental agreement with the Farmers’ Market will include an additional area outside of the event where we can host a pet-sitting area due to the animal ban within the event. We will utilize 2 of the 4 hired employees, who have already been certified, to run this portion.
Northgate Dog Park Water Stations Weekends are a popular time for families and dogs to go to a local dog park for a relaxing day. Northgate Dog Park is located at 400 W Lavender Lane, which is only about a 7-minute drive from the Ninth Street District. Every other Saturday alternate to our Farmer’s Market participation, Tomlinson’s will set up water stations at the park with a table, coolers, and a large banner displaying the name and location of the store. Two current employees will be hired at $9/hour to meet dogs and dog owners as they cool down at the free water station. Roots Media believes this event provides a unique opportunity for Tomlinson’s to interact with the community and show that they care about the customers and their pets.
Adoption Events Tomlinson’s will partner with two local animal shelters to provide adoption events at the store every alternate Sunday after our Adoption Day Kickoff in Flight 3. Our partners, Independent Animal Rescue and Animal Protection Society of Durham, will alternate and each bring animals to be adopted one Saturday a month. The event will be free to Tomlinson’s as they will be providing the space and the animal shelter will bring the cages, volunteers, and other supplies. Roots Media suggests that Tomlinson’s promote the events through continual use of their email list, social media mentions, and submissions to Durham community calendars. Eventually, word-of-mouth will bring more customers to the store, and adoption events will be associated with the Tomlinson’s brand. Sources: Durham Farmers Market, Independent Animal Rescue, Animal Protection Society of Durham, City of Durham
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COntinuous The Bark
This media will exist throughout the timeline of our strategy plan for Tomlinson’s. In certain instances, this media will specialize and increase push in order to promote hosted events and promotional material.
Facebook Ads
Social Media Intern
We will utilize Facebook ads to reach out to our target audience through their Facebook feed throughout the extent of our strategy plan. Through purchasing impressions, we will be able to target a significant amount of individuals that have previously expressed an interest in pet products and are characterized within our geographic and demographic target. At various points, these ads will increase and advertise our various upcoming events.
A social media intern will be hired from June 14th to December 31st and receive a compensation of $9/hr. This individual will have previous experience with social media, marketing, and have a passion for animals and pets. Their duties will include writing copy and creating visual and promotional content for our social media feeds, submitting our various social media ads, and place event flyers around the Durham area. In addition, the intern will be assigned the special task of driving views to the blog throughout her other social media promotional efforts and through the design of flyers for checkout.
Google AdWords Roots Media will purchase increments of the terms “Durham pet foods,” “pet supplies delivered,” “natural pet supplies,” and “all natural dog food” due to their relevancy to our company and target audience. Throughout the strategy plan, these terms will help drive numerous individuals to our website and blog to increase awareness and eventual attendance at our events.
Pandora Ads Tomlinson’s will utilize this media due to its applicability to our target market - young women 18-34 listen to a significant amount of internet radio in comparison to traditional radio. Due to its cost efficiency as well as its accessibility, Pandora 30-second ads will be utilized throughout the campaign with large pushes for special events and a lower volume during lulls to continue Tomlinson’s awareness in our target.
Local Vet Partnerships Roots Media will help Tomlinson’s partner with local veterinarian clinics to place our flyers within their waiting rooms. These pamphlets will provide basic information on Tomlinson’s to drive customers to become interested and come visit our newly opened store.
Emails Tomlinson’s will utilize an email newsletter to further engage its customer base throughout the strategy plan. We will buy an initial email list and then gain newsletter members through a website form and through collecting data at point of purchase in our stores and at events. These newsletters will highlight our events, expertise, and feature a variety of stories highlighting new products and members of the Tomlinson’s pet
Source: SRDS, Google AdWords, Facebook, Pandora, USAData
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Media Menu Addendum
Pr int Rocky Mount Telegram Pamphlets for vet Flyers
Webs ite Facebook Ads Pinterest Ads Pandora Ads Google AdWords Email Sponsored Blog Posts Snapchat Geotag Youtube ads
OOH Billboard
Woofstock Water Station Northgate Park Christmas Party Farmers Market Launch Party Ask Tomlinson's Vet Partnerships
Print Prices $4,548
Impress ions 90304
$300 $300
3500 72000
Online Prices $3,150
Impress ions 63000
$3,000 $1,050 $3,252 $5,075 $125
100000 694398 207864 25000 32000
$1,000 $3,000
70000 240560
Out of Home Price $3,600
Impress ions 340000
Sponsorships / Events Type Sponsorship event Event Event Event Event Event Partnership
Pr ice $3,100 $802 $1,824 $3,069 $3,050 $630 $300
Sources: SRDS, Babble, YouTube, The Stir Crazy Mom’s Guide to Durham, Durham Farmers Market, The Triangle Explorer, Sandpaper Kisses, Bird + Beau, The Owl’s Nest, Google AdWords, Pandora, Facebook, Twitter, Independent Animal Rescue, Animal Protection Society of Durham, Woofstock, City of Durham, Snapchat, Rocky Mount Telegram
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Total Budget Summary Social Media Social media Intern
Price $2,320
Facebook Ads Pinterest Ads Blogs Snapchat Geotag Youtube Ads
$3,1 50 $3,000 $125 $1,000 $3,000
OOH Billboard
$3,600
On l ine Google AdWords Pandora Email List
$3,252 $1,050 $5,075
Pr int Rocky Mount Telegram Flyers
$4,548 $300
Events/Sponsors hip Woofstock Water Station Northgate Park Christmas Party Farmers Market Launch Party Ask Tomlinson's Vet Partnerships Rewards Program
$3,100 $802 $1,824 $3,069 $3,050 $630 $300 $200
Cont igency
Budget & Media Mix Totals Medium Cost % of Budget Social Media $12,595 27.99% OOH Online Print Events/ Sponsorship Contengency Total
$3,600 $9,377 $4,848 $12,975
8% 20.84% 10.77% 28.84%
$1,605 $45,000
3.56% 100.00%
$1,605
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Flow Chart
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Call to Action
Let’s Grow Together Roots Media is both resolute and excited for the prospects that this plan could bring to the Tomlinson’s name. With the expertise and research we have put into this proposal, we truly believe that this could be an incredible opportunity for a partnership targeting the millennial woman and her pet. In the end, we hope that you will welcome Roots Media into the Tomlinson’s family just as we anticipate welcoming you into ours.
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2500 Lake Austin Blvd, Austin, TX 78703 | (512) 215-7668 | rootsatx.com