medium .. R.O.I. is our M.O.
Media Request for Proposal
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Agency Credentials
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Executive Summary
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Campaign Scope
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Situation Analysis
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Profile of the Brand
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Target Market
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Geographic Market
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Competition
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Media Menu
10 Situation Synopsis
medium Mömedium believes in developing unique relationships that foster unity. Mömedium trusts the progressive power of ingenuity. Mömedium is a media communications agency that works to deliver brand messages and achieve client objectives through innovative media investments. With research, creativity, and strong execution, our strategic insights will connect your brand to the heart of your consumers. We immerse ourselves in your brand to understand who you are, your business goals, and media objectives. We recommend media solutions that allow you to break through the media maze to reach your target audience. We engage audiences, drive awareness, build a strong customer base, and, in turn, drive profits. In short, we deliver results-results you can measure. Our business goals are reflected in our three M approach: Measurable results. Multifaceted team. Maximize impact.
Amanda Marks- Media Director “I attribute my success to this: I never gave or took any excuse.” –Florence Nightingale Mom of Tucker: a feisty Chihuahua, who thinks he’s a Rottweiler.
Breanna Simpson- Account Planner “Nothing is impossible, the word itself says I’m possible” -Audrey Hepburn Mom of Hamish: a quirky Scottish terrier who likes burrowing under the covers.
Heather Park – Account Manager “You miss 100% of the shots you don’t take” - Wayne Gretzky- Michael Scott Mom of: Tj (Tiger Jr.) - an energetic Shiba Inu who loves to play fetch and eat sweet potato.
ncy ls e g A ntia e Cred
Jenna McLeskey- PR Director “Life begins at the end of your comfort zone” -Neale Donald Walsch Mom of Shadow: a loveable, old golden retriever who still plays fetch like a puppy.
Rachael Swerdon - Event Coordinator “Anything’s possible if you’ve got enough nerve.” -J.K. Rowling Mom of Scarlett: a beagle that specializes in begging for treats and loves to snuggle.
Veronica Penaloza- Creative Director “Creativity can solve almost any problem. The creative act, the defeat of habit by originality, overcomes everything.“ -George Lois Mom of Winston: a 10-year-old Corgi that believes he is the lost child of the Windsor Family.
.. R.O.I. is our M.O.
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ive t u c Exe mary Sum Overview Tomlinson’s Feed and Pets is a local Austin pet-store, dedicated to quality products and service. Tomlinson’s core values create a unique and personable experience for each customer. Continued success in Austin has lead Tomlinson’s to expand their fun and distinctive business into Durham, North Carolina. Tomlinson’s new store will open Saturday July 4, 2015 and is located in The Ninth Street Shopping District in downtown Durham. Mömedium has strategically developed a viable media plan to successfully launch Tomlinson’s new store into the Durham marketplace. Tomlinson’s Objectives: Successfully launch a new out-of-state branch that will uphold brand values and preserve Tomlinson’s unique, passionate business identity. Methodology SimplyMap was used to find demographic and lifestyle segmentation data to determine target markets. Claritas/PRIZM analyzes each zip code lifestyle segment. Geographic profiling is carried out through SimplyMap and Google Search Engine. Additionally, SimplyMap and Search Engines provided extensive insight for competitive analysis. Key Insights Target Market The target market breaks down into two segments, “Young Influentials” approximate ages 25-35 and “Home Sweet Homers” ages 30-55. Both segments have plenty of discretionary income to spend, no children, and maintain healthy lifestyles. More than 50% of residents within each zip code of the identified target market own household pets. Within three of the four target market zip codes; 27713, 27707, and 27705 are spending the most money on pet services, supplies, food, toys, and equipment per year with $1,242.21, $1,170.54, $1,357.98, respectively. Thorough analysis of lifestyles and spending led Mömedium to select Young Influentials and Home Sweet Homers as Tomlinson’s target market.
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Intended Results:
By August 4th • 50% of the target market aware of Tomlinson’s name • 25% of the aware market are familiar with general store location • An average of 35 store visitors per day on weekdays • An average of 75 store visitors per day on weekends • An average check size of $55 per visit
By December 21st • Target awareness level raised to 75% • Each result should steadily increase by 15% • At least 200 customers registered for regular delivery
Digital: • 150 new newsletter subscribers • 200 new blog followers • Three in-store events, minimum of 500 attendees at each event
Conclusion Mömedium has determined Tomlinson’s most suitable target audience and set the framework for future media recommendations to achieve Tomlinson’s desired results. Mömedium presents a highly successful campaign that supports Tomlinson’s already established brand image and preserves their unique, passionate business identity in Durham.
ign a p Cam ope Sc Tomlinson’s provides healthy food and pet care products for those who value quality. A family-oriented atmosphere, and exceptional customer relationships set Tomlinson’s apart from other pet stores in Central Texas. The success of the nine stores has opened Tomlinson’s eyes to opportunity beyond The Lone Star State. Tomlinson’s is opening a store in The Ninth Street District in downtown Durham. Mömedium will establish the foundation for the new pet store, and setup a successful grand opening for Tomlinson’s. Durham is known as “The City of Medicine” in the United States with a strong collegiate influence. This energetic city is nestled in between the Appalachian Mountains and the Atlantic coast, with an innovative atmosphere that is constantly thriving. To ensure media objectives have been met, Mömedium will measure the impact of the campaign two months after Tomlinson’s grand opening on July 4, 2015. Mömedium will strategically allocate the budget of $45,000 to various media platforms such as TV, radio, and digital channels to deliver Tomlinson’s brand message to their target audience. This campaign will educate consumers about Tomlinson’s name, location, and grand opening. It will compel consumers to visit Tomlinson’s for their pet care needs. Lastly, it will establish lasting customer relationships through social media platforms. Mömedium will successfully project Tomlinson’s values onto their new Durham store.
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on i t a Situ lysis Ana
Key Findings for Target Market: • Young Influentials market segment represents 1.38% of the total United States population. Their media habits include watching American Dad and reading Details Magazine. • Home Sweet Homers market segment represents 1.78% of the total United States population. Their media habits include reading Wired and watching The Amazing Race. • The identified target market is located in four zip codes surrounding Tomlinson’s store in the Ninth Street District. Key Findings for Geographic Market: • Potential consumers are at most 20 minutes away from Tomlinson’s new store location. • Many individuals in Tomlinson’s target market work in the Research Triangle Parks, four miles away, which makes Tomlinson’s a convenient location. • Ninth Street District is a hot spot downtown where many work, participate in nightlife, and shop. • Raleigh and Durham share the same DMA for media expenditures.
Key Findings for Competition and Media Outlets • Most expensive media outlet in Durham is magazines with an average of $5,000 or more per ad, in color and full page.1 • Determinant factors in the pet goods industry involve brand awareness, product variety, price, customer service, pet services, and store location2. There are four main competitors in Durham: Phydeau, Other End of The Leash, Barnes Supply Co., and Whole Foods Market. • Share of market for the small pet store retailer’s market segment is 37.5%. Petsmart and Petco dominate the rest of the pet store industry.2
Standard Rating Data Service (SRDS Database)
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IBISWorld Inc. Pet Stores in the US, Industry Report 45391. 2014. Pet owners will invest in premium products as disposable income rises
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of e l fi Pro rand the B
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et Targket Mar Meet Sasha, the cat, and Milo and Maxi, the Labradors! Meet their mom and dad, Sarah and Greg, a loving family at the ages of 29 and 36 who’ve just settled down. With Sarah working at Sysco Systems Inc, and Greg at Bd Technology, the couple lives comfortably with a joint income of $140,000. They enjoy going out for brunch at Parker and Otis, the local spot for mimosas, and have Maxie and Milo hang out right under their feet in historic downtown Durham. Sometimes they stop by Whole Foods to get groceries for the week coming home from walking the dogs through Eno River State Park. They spend time with their family and relax watching The Amazing Race with Maxie and Milo on the couch with Sarah and Sasha on Greg’s chair. Sarah’s parents bug them about grandchildren, but she reminds them that Milo, Maxie, and Sasha are their grandchildren.1 Meet the Carry Dog Park gang! These dog owners, like Peter and Jen, invite their human and furry friends to come out and play every Thursday after work through Facebook. This group loves to find hot new restaurants on Yelp to meet over wine and dinner and occasional dancing. They are members of a local health club just between Chapel Hill and downtown Durham, where members can get personal training or go to yoga and Pilates. They consist of singles and couples without children ages 23-35 with incomes that allow them to use plenty of their discretionary income on their social lifestyles. They are avid pet lovers of dogs, cats, rabbits, birds and other small animals. Peter and Jen enjoy spending time with their friends and posting photos of their pets causing mischief onto Instagram and Facebook.1
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Claritas
SimplyMap shows that more than 50% of the Durham population have pets in their household. Additionally, zip codes 27713, 27707, and 27705 consist of the most households buying pets in 2014. While Young Influentials make up 1.38% of U.S. households, Durham County has the third largest population of these consumers.1 Meanwhile, many of the residents of 27713 are of the market group tagged Home Sweet Homers. Both lifestyle categories have discretionary income to spend, no children, and maintain a healthy lifestyle. While some people buy their groceries at Whole Foods, the majority of Whole Food shoppers come from 27713, 27707, and 27705. Additionally, SimplyMaps shows us that zip codes 27713, 27707, and 27705 are spending the most money on pet services, supplies, food, toys, and equipment per year with $1,242.21, $1,170.54, $1,357.98, respectively.
hic p a r Geogarket M General Information Durham is the 4th largest city in North Carolina. Durham is located in the state’s piedmont region halfway between the Appalachian Mountains and the Atlantic Coast1, only 18.8 miles from Raleigh, the state capital. Durham is known as the City Of Medicine, and is home to over 300 medical research and health industry related companies, which are based in an area of Durham known as Research Triangle Park.1 Statistics The 107.37 square mile area of Durham has a total population of 245,475 of people. 42.5% of the population is Caucasian, 41% African American, 5.1 % Asian, and 14.2% Hispanic or Latino. The median age is 32.8 years old, with approximately 33% of the population between the ages of 18 to 34. The median income of Durham residents is $49,160. Each citizen of Durham drives 21.1 minutes on average to work.2 Our Location The new Tomlinson’s store will be located in the zip code 27702, which is a P.O. box zip code within the 27701 zip code region.3 The store will be located in the central downtown region known as The Ninth Street Shopping District, located approximately .92 miles from Duke University, 2.9 miles from The University of North Carolina at Chapel Hill, and 18.8 Miles from North Carolina State University in Raleigh. The Ninth Street District is home to several boutiques and restaurants, and is four miles from Research Triangle Park.1
www.durham-nc.com/maps-info/durham-facts/#a
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quickfacts.census.gov/qfd/state/37/3719000.html
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SimplyMap
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ive t i t e p Com rofile P 1. Phydeaux Phydeaux, an independently owned pet store supported by 13 pet rescue organizations, provides products for cats, dogs, birds and other small animals. The store is known in Durham as the practical everyday store for pet needs. They offer over 30,000 hand picked brands in the store, and specialize in natural pet food without “by-products” such as wheat, corn and soy. Independent Weekly also named Phydeaux “Best Pet Specialty Store” eight years in a row. Each employee is well versed in pet care, and strives to accommodate their pet’s dietary needs. Phydeaux is a 22-minute drive from the Tomlinson’s store.1 Consumer Profile: Phydeaux’s Customers are loyal and appreciate the excellent customer service they receive from the knowledgeable staff. Affordable prices attract loyal customers who recommend the store to their friends. Their social media outlets receive support from local animal rescue shelters, as well as free publicity from local business publications, bloggers, green support and organizations such as the Girl Scouts.2 2. Other End of The Leash The Other End of The Leash Pet Boutique and Bakery is a privately owned pet store that provides cats and dogs with all natural nutrition and pet supplies. Diane Groff and LeAnn Hinson, each with extensive experience in healthcare and therapy, own the boutique. The Other End of The Leash specializes in locally sourced food, nutritional supplements, and stylish toys and leashes. In addition, treats are homemade daily in a gluten free kitchen. They strive to keep their customers involved with in-store informational workshops, speakers and special events, as well as promoting adoption events and opportunities throughout Durham. The Other End of The Leash is a five-minute drive from the Tomlinson’s store.3
3. Barnes Supply Co. Durham’s traditional privately owned pet store that “holds true to its roots,” opened 60 years ago. Barnes Supply Co. was an agricultural feed store, but has adapted to the needs of the community. They now offer pet food and supplies, wild bird supplies, and lawn products, as well as feed for chickens. The store has wholesale delivery and promotes adoption opportunities in Durham. The staff is knowledgeable, friendly to customers, and qualified to recommend products that match a pet’s nutritional needs. Barnes Supply Co. is a three-minute drive from the Tomlinson’s store.5 Consumer Profile: Barnes Supply Co. has a masculine, quaint and rustic vibe. The store offers a complete list of products for craftsmen who prefer a knowledgeable staff to support their agricultural lifestyle. Consumers tend to have a sarcastic sense of humor on social media outlets.6 4. Whole Foods Market Whole Foods Market has a pet aisle, which offers nutrient dense food, treats, supplements, and other pet care products for cats and dogs. Employees focus on helping customers make an informed decision. Whole Foods’ two exclusive vendors in pet food, Love is a Four-Legged Word Whole Paws and Tender & True, offer premium pet food that is everything from organic to antibiotic free and beyond. Their products are animal welfare rated, available in wet or dry formulas, and are grain or gluten free. In addition, each food product aids pets with specific needs like weight control, joint support, urinary tract issues and etc. Whole Foods Market is a two-minute drive from the Tomlinson’s store.7 Consumer Profile: The consumers’ health oriented attitudes drive purchase decisions for themselves and their pets. Men and women are interested in cooking, healthy living, and leading active lives. The pet section in The Whole Foods’ blog has a very vocal consumer base. For example, several comments offer praise and ingredient suggestions for homemade dog treats.8 1
http://www.phydeauxpets.com/ http://www.yelp.com/biz/phydeaux-chapel-hill; https://www.facebook.com/
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PhydeauxPets
Consumer Profile: Women visit the boutique frequently because of the personable connection owners have with their clients. They are satisfied with the personalized customer service they receive from the staff. The overall atmosphere is trendy with cute collars and leashes that give a feminine vibe. Consumers write long and extensive comments about their warm experiences in the store on social media outlets. “As good as it gets... I plan on making many more purchases at the Other End of The Leash.” -Emily L, Yelp. 4
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http://otherendoftheleashdurham.com/
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http://www.yelp.com/biz/other-end-of-the-leash-pet-boutique-and-bakery-durham;
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https://www.facebook.com/OtherEndoftheLeashDurham http://www.barnessupplydurham.com/
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https://www.facebook.com/pages/Barnes-Supply-Company/104334666299595
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http://www.wholefoodsmarket.com/department/pets; https://www.facebook.com/pages
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Whole-Foods-Market-Durham/62669967245 http://www.wholefoodsmarket.com/blog/category/6860/Pets
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Magazine Title
Circulation
Cost Per Time Frequency Full Page Ad w/Color
1ti
3ti
6ti
12ti
Carolina Country
696,486
$8,710.00
$8,625.00
$7,885.00
$7,530.00
Our State
220,693
$14,100.00
$10,575.00
$9,165.00
$6,995.00
Raleigh Metro
40,000
$6,078.00
$9,968.00
$8,953.00
$8,125.00
ia d e M u Men
Newspaper Title
Weekly Circulation Sunday Circulation B&W $/col�
$ Color
The Chapel Hill News
38,298
39,348
$32.17
$415.00
The Durham News
66,639
69,285
$32.17
$415.00
The Herald-Sun
19,249
19,965
$36.16/$39.78
$499/$623/$951
The News & Observer
108,631
155,795
$280.86/$322.33 $3,992/$4,196
Website
300 X 250
300 X 600
Roadblock
Corner Peel
Wallpaper
Combo
Newsobserver.com Home Page
1,500
1,800
N/A
2,000
4,000
5,000
News or Business Section Front
200
250
300
750
N/A
4,500
Triangle.com Home Page
150
200
N/A
500
1,000
1,250
Digital
Out-of-Home
SEM
Digital Billboard
Time Frame
Cost/Time
Impressions
Daily
630
3.2k
3 Days
1260
9.6k
Weekly
1680
22.3k
2 Weeks
2520
44.6k
4 Weeks
3360
89.2K
Advertising in Gym
Size/Type
Time
Cost
Poster (17 X 22)
1X
320
3X
280
6X
245
12X
220
Banner (117 X 14) 1X
1930
3X
1740
6X
1625
12X
1450
Digital Signage
1X
380
3X
340
Radio
6X
320
12X
285
Daypart AM
Keyword Pets Dogs Animals Dog Food Cat Food Healthy Pets Pet Supplies Pet Adoption Pet Toys
CPC 2.39 2.65 2.99 9.34 9.34 0.35 3.34 4.92 0.78
TV Daypart Prime Access Prime Late News Late Fringe
CPP :30 144 351 182 98
CPP :60 202
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on i t a Situ opsis Syn Mömedium has confidently selected the market segments Young Influentials and Home Sweet Homers as Tomlinson’s target market for their new Durham store. Young Influentials, located in zip codes 27705, 27707, 27709, 27713, and Home Sweet Homers, located in zip codes 27709, 27713, lifestyles revolve around downtown, where Tomlinson’s store is located.1 Within both target market segments’ individual zip codes, over 55% of residents are pet owners. The zip code 27713 has the highest median income and the highest percentage of people shopping at the Ninth Street District Whole Foods.2 Young Influentials are college-educated middle class singles and couples, who enjoy balancing work and leisure activities. They live in apartment complexes surrounded by ball fields, health clubs, and casual-dining restaurants. While they make up 1.38% of United States households, Young Influentials are four times more likely to live in Durham and make up 45.43% of Durham’s DMA. With that said, Young Influentials have the largest population among all market segments located in Durham.1Home Sweet Homers present an attractive market opportunity for Tomlinson’s. This segment consists of upper-middle class incomes and small families. Home Sweet Homers live comfortable lifestyles, filling their homes with exercise equipment, TV sets and pets.1
Phydeaux, a large retail store, offers around 30,000 brands for the same types of animals that Tomlinson’s provides for. More importantly, Phydeaux is known as the “practical everyday store for pet needs” and has been voted “Best Pet Specialty Store” eight years in a row by Independent Weekly. Similar to Tomlinson’s, Phydeaux supports 13 local animal shelters and organizations through adoption events and fundraising initiatives. Another note to mention is their social media presence on Facebook and Twitter. Mömedium recognizes Twitter as a major media outlet that connects a brand to its consumers. With three stores in Tomlinson’s target market location, Phydeaux is a strong competitor.3 Other End Of the Leash is not only a store boutique, but also offers fresh baked treats and cookies, made in their gluten free kitchen. In addition, baking services, speakers and special events such as adoption, give The Other End of the Leash an advantage.4 Barnes Supply Co.’s customer loyalty and local roots are a concern for Tomlinson’s.5 Whole Foods has the upper hand in convenience. Their exclusive vendors, Love is a Four-Legged Word Whole Paws and Tender & True, are available at Whole Foods in the Ninth District. Mömedium’s comprehensive research analysis indicates that Tomlinson’s target market shops at Whole Foods and has similar profiles to Whole Foods shoppers.6
Taking into account consumer demographics, the number of households buying pet food and supplies, and the average amount spent on pets per household data, data indicates that Young Influentials and Home Sweet Homers stand out as a prime target audience for Tomlinson’s. The Ninth Street District’s active, fun, and energetic atmosphere, complements Tomlinson’s personality. Research indicates Young Influentials and Home Sweet Homers are shopping, eating and spending leisure time downtown with their families, pets, and friends. (A Competitive Perspective) Four companies stand out as Tomlinson’s main competitors, each posing a different threat. All competitors sell healthy food options for pets.
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1
Claritas/PRIZM
2
SimplyMaps
Phydeaux
3
Other End Of The Leash
4
Barnes Supply Co.
5
Seize the mรถment
M e dium .. R.O.I. is our M.O.
M e dium
medium.. . . R.O.I. is our MO
Media Request for Proposal II
Con
tents
1
Agency Credentials
2
Executive Summary
3
Media Vision
4
Media Objectives
5
Media Strategy
7 Flights 9
Promotional Efforts
10 Social Strategy 11 Media Menu 12 Budget 13 Media Mix 14 Flowchart 16 Call to Action
M edium
cy n e g A ials t n e Cred
Mömedium believes in developing unique relationships that foster unity. Mömedium trusts the progressive power of ingenuity. Mömedium is a media communications agency that works to deliver brand messages and achieve client objectives through innovative media investments. With research, creativity, and strong execution, our strategic insights will connect your brand to the heart of your consumers. We immerse ourselves in your brand to understand who you are, your business goals, and media objectives. We recommend media solutions that allow you to break through the media maze to reach your target audience. We engage audiences, drive awareness, build a strong customer base, and, in turn, drive profits. In short, we deliver results-results you can measure. Our business goals are reflected in our three M approach: Measurable results. Multifaceted team. Maximize impact. Amanda Marks- Media Director “I attribute my success to this: I never gave or took any excuse.” –Florence Nightingale Mom of Tucker: a feisty Chihuahua that thinks he’s a Rottweiler.
Breanna Simpson- Account Planner “Nothing is impossible, the word itself says I’m possible” -Audrey Hepburn Mom of Hamish: a quirky Scottish terrier who likes burrowing under the covers.
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medium Heather Park – Account Manager “You miss 100% of the shots you don’t take” - Wayne Gretzky- Michael Scott Mom of: Tj (Tiger Jr.) - an energetic Shiba Inu who loves to play fetch and eat sweet potato. Jenna McLeskey- PR Director “Life begins at the end of your comfort zone” -Neale Donald Walsch Mom of Shadow: a loveable, old golden retriever who still plays fetch like a puppy.
Rachael Swerdon - Event Coordinator “Anything’s possible if you’ve got enough nerve.” -J.K. Rowling Mom of Scarlett: a beagle that specializes in begging for treats and loves to snuggle.
Veronica Penaloza- Creative Director “Creativity can solve almost any problem. The creative act, the defeat of habit by originality, overcomes everything.“ -George Lois Mom of Winston: a 10-year-old Corgi that believes he is the lost child of the Windsor Family.
.. R.O.I. is our MO
Exec Sum utive mar y Overview Tomlinson’s Feed and Pets is a local Austin pet store, dedicated to quality products and service. Tomlinson’s core values make it a unique and personable experience for each customer. Continued success in Austin has lead Tomlinson’s to expand their fun and distinctive business to Durham, North Carolina. Tomlinson’s new store will open Saturday July 4, 2015 and is located in The Ninth Street District in downtown Durham. Mömedium has strategically developed a viable media plan to successfully launch Tomlinson’s new Durham store into the marketplace. Overall Goal Successfully launch Tomlinson’s new out-of-state branch that will uphold brand values and preserve Tomlinson’s unique, passionate business model. Media Vision A Moving Heart: Capturing the special bond between owner and pet, whether together or apart, a furry or feathery family member stays close to one’s heart. Objectives Build Awareness Establish Customer Base
Engagement Create Buzz
FLIGHT 2
Billboards Cinema Ad Words Guerilla Gym Ad Grand Opening
Flyer Campaign Digital Billboard Gym Ad Furever Family Lucky Pet
Results should steadily increase by 15% by the end the of campaign year when measures are taken again on Dec. 21. By December 21 •Target awareness level raised to 75% •At least 200 customers registered for regular delivery •500 attendees at each event Digital •150 new newsletter subscribers •200 new blog followers Conclusion Tomlinson’s most suitable target audience, comprised of two segments, has been determined. The following media plan presents Mömedium’s recommendations that will achieve Tomlinson’s desired goals given the 12-week launch period and $45,000 budget. The following is a highly successful media plan that will bolster Tomlinson’s already established brand image and preserve their
Media Schedule
FLIGHT 1
Intended Results By August 4 •50% of target market aware of Tomlinson’s name and 25% of those aware are familiar with the general store location •An average of 35 store visitors/day on weekdays •An average of 75 store visitors/day on weekends •An average check size of $55/visit
FLIGHT 3 Continous Efforts Bench Wrap Digital Billboard Barktober Gym Ad
Social Media Programmatic AdWords
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ia Med n Visio
A Moving Heart
Capturing the special bond between owner and pet, whether together or apart, a furry or feathery family member stays close to one’s heart.
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Media Object ives
.. R.O.I is our MO .
Mömedium strives to deliver a return on investment in terms of awareness, engagement, word of mouth and customer base media objectives. Return on impressions, engagement, and opportunity support and further assess the effectiveness of Tomlinson’s media . All media investments are strategically planned to achieve media objectives and drive Tomlinson’s overall marketing ROI. The target market: Both target market segments, Young Influentials and Home Sweet Homers, live healthy lifestyles as fitness, diet and general wellness are routine. Tomlinson’s media is placed at the forefront of the target market’s active day, considering family is number one.
AWARENESS Targeted advertisements will be placed around Durham, specifically through direct mail, flyers, billboards, and cinema to drive awareness about Tomlinson’s new Durham store. An event on July 11 officially introduces Tomlinson’s to the Durham community.
CREATE BUZZ
ENGAGEMENT Engagement is essential for Tomlinson’s to create and sustain meaningful customer relationships. Events, online initiatives, and e-marketing tactics will inspire prospective customers to interact with the Tomlinson’s family.
BUILD CUSTOMER BASE
Positive word of mouth empowers Tomlinson’s reputation
Loyal customers are the pillars of Tomlinson’s family.
and image to grow in a new location. The need to promote
Tomlinson’s unique and passionate personality fosters a
and further fuel continuous buzz brings Tomlinson’s
committed customer base. A strong customer foundation
brand to life – bringing Tomlies to life.
will uphold the new store in the market and keep it open. Connect to Tomlinson’s Family Values: Natural Nutrition, ‘Golden Rule’ Service, Education & Expertise, Everyday Affordability.
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ia Med egy t Stra Mömedium has strategically allocated Tomlinson’s media budget of $45,000 by setting SMART goals –Specific, Measurable, Attainable, Relevant, Time-bound– to successfully launch Tomlinson’s new store in Durham. The communication platform, a moving heart, renders the connection between media placement and target market, where by all media objectives are met, planned and implemented for resultdriven execution. By using various media platforms, Tomlinson’s will reach targeted consumers and communicate to Durham’s pet community that Tomlinson’s is in the business of pet families. Tomlinson’s media plan is a local digital and non-digital effort, which includes outdoor, cinema, online, event and sales promotions. There are three flights scheduled in Tomlinson’s media plan. The first flight, Pre-Launch, is a heavy awareness push to inform the target audience about Tomlinson's new store through the use of efficient media channels, primarily outdoor. After the initial launch, the second flight, Development, shifts the focus to develop customer relationships. The third flight, Growth, further establishes Tomlinson’s brand image and generates positive word of mouth. Flighting is scheduled based on the flow of implementing objectives, with respect to time sensitive goals. Content Tomlinson’s newsletter and blog are content marketing opportunities to build rich relationships with consumers eager for engaging content and personalized experience. Tomlinson’s current newsletter and blog lack valuable and compelling content that users want to view, re-engage with or share. Upcoming events, in-store sales and community initiatives will only be a piece of Tomlinson’s newsletter content. Newsletters will provide information only available by subscribing to the newsletter, such as a featured coupon or sweepstakes initiative. Additionally, featured blog posts, social media snippets and different types of fun, entertaining content relevant to
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Tomlinson’s target market are strategies which enables content to act as a media message to target audience. A smartphone friendly website, e-newsletter, and blog are meaningful and relevant for both segments of Tomlinson’s target market. Engaging content will be distributed across social, print, and e-marketing channels (newsletter, blog), driving people back to Tomlinson’s Facebook page to like, share and interact as a community – Tomlies. Digital Tomlinson's online performance will be improved through paid search, display targeting and search engine optimization (SEO). Google Adwords, and with that Google Analytics, are two online tools to increase and monitor Tomlinson’s online traffic. To maximize value and optimize efficiency of online display advertising, 5.03% of the media budget is allocated to programmatic buying. Digital efforts will be monitored and modified as different promotional offerings or target goals change. Online content will leverage keyword optimization, which will increase Tomlinson’s organic search performance.
Social Media Social media is an essential media platform for Tomlinson’s Durham store to engage customers and inform them about store events, newsletter opportunities, blog content as well as interact with followers through meaningful conversations. Social media initiatives will enrich the customer experience with Tomlinson’s – developing a loyal group of Tomlies.
As a small local business, Tomlinson’s must take advantage of the digital environment by integrating customer engagement opportunities. Adjustments to Tomlinson’s website structure will enhance the online experience. Tomlinson’s fun, downto-earth and energetic vibe will be preserved and better perceived, after restructuring Tomlinson’s website and social content. Visitors should easily be able to subscribe to Tomlinson’s newsletter and follow Tomlinson’s blog. Embedding the Yelp button in Tomlinson’s website positions Yelp in the visitors mind and conveniently directs visitors to write reviews on Tomlinson’s Yelp page. Tomlinson’s Yelp page will be revised to ensure that keywords customers use when searching for either Tomlinson’s specifically or local pet stores is correctly optimized.
Social platforms are effective tools that generate buzz and connect consumers with Tomlinson’s family values. Users will be encouraged to comment, share and participate in Facebook posts, newsletter opportunities and blog content related to their furry, or feathery, family members. Tomlinson’s Austin Facebook page activity is strong and well managed, and Tomlinson’s Durham page will retain that success. Sales Promotion Consumer promotion efforts are an incentive to drive consumers to visit Tomlinson’s and increase in-store purchases. A coupon effort, sweepstakes, and three promotional events attract prospective customers to engage with Tomlinson’s store. In summary, the power of this strategy can be attributed to the cohesive integration of each tactic, in an amalgamated launch effort. This custom media strategy will make this plan a success, and offer Tomlinson’s the best opportunity to establish itself as the pet haven of Durham.
On the other hand, customers at the register present a targeted opportunity at the point of sales to acquire customer information that can be used for future marketing endeavors. This creates a robust opportunity to share weekly newsletters, send mail circulars and other promotional initiatives.
Objective
Awareness
Engagement
Establish Customer Base
Generate Buzz
Goals
Mömedium’s six-month launch effort plants the seeds for increased revenue and long-term success as Mö leads as Tomlinson’s AOR. Strategies to Achieve Goals
KPIs
50% of targets aware of Tomlinson’s store name when prompted and 25% of those aware are familiar with new store location by August 4 Awareness numbers rise to 75% by December 21
Inform prospective customers about Tomlinson’s new store details through use of efficient media channels
degree of aided recall
Increase website traffic
Improve Tomlinson’s online performance in search and get more value from display advertising by optimizing efficiency
share of voice # of website visits
Get 1,000 Facebook likes by December 21 Social engagement rate of
Engage with users using social media tools to inform them about store events, newsletter opportunities, as well as interact with followers through meaningful conversations
# of Facebook likes # new threads, comments, conversations for engagement
Improve customer engagement
Engage community via local events Offer special deals
at least 500 attendees to Barktober
Increase content reach Maximize content consumption
Create article blog content Use social sharing
200 new blog followers
An average of 35 store visitors/day on weekdays by August 4, increase 15% by December 21
Promotion initiatives through e-marketing media
At least 200 customers signed up for delivery service
Connect with customer values and lifestyles Support customer retention Grow customer base leads
150 new newsletter subscribers
Partner with local shelters, pet community initiatives
500 attendees to each event
Builld deeper relationships in key channels of opportunity to increase referal sales throughout campaign year
Connect social content and channels to amplify digital and nondigital efforts
online buzz-tracking
Increase positive sentiment
Improve the company’s online branding, image, and publishing capability
% positive sentiment # positive mentions
Increase positive word of mouth
Use social sharing
Referrall Traffic
An average of 75 store visitors/dy on weekends by August 4, increase 15% by December 21 Increase lead generation by collecting email and contact information online
at least 500 attendees to Grand Opening
Advertising Age
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Flights t One Fligh Guerilla Marketing Baseball Game
Flight One - Pre Launching Phase Billboards
June 1- July 31 Awareness
Billboards located on major highways inform the target market about Tomlinson’s name, location and grand opening on their commute to work downtown.
Cinema
June 19- July 7 Awareness
Both segments of Tomlinson’s target market enjoy various leisure activities including shopping, dining out, and going to the movies. Ten percent of the Durham DMA attends movie theaters two to three times per month.1 With that, PG13/R demographic composition for A25-49 is 47.7% for the scheduled time period.2 Local advertisements will run in six theaters located in targeted zip codes.3
Google AdWords
June 20-July 3 Awareness, Engagement
AdWord bidding on the keyword pet coupons two weeks before Tomlinson’s new store opens will influence user participation in Tomlinson’s grand opening coupon campaign.
Circular
June 26 Awareness, Engagement
Informing the larger pet community about Tomlinson’s new store and Grand Opening Event in Durham4, the circular will be mailed to targeted zip codes. It will be a visually appealing, double-sided, high-quality leaflet. The target market will receive the information the week of the event, keeping it relevant and top-of-mind for the upcoming weekend. SimplyMaps NCM AMC Southpoint 17; Carmike Wynnsong 15; Carolina Theater; Northgate Stadium 10, Regal Tim berlyne 6, Regal Brier Creek Stadium 14; 27705, 27707, 2771 4 27701, 27703, 27705, 27707, and 27713 5 durhamnc.gov 6 Claritas 1 2 3
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July 4 Awareness
The 4th of July in Durham is about barbeque, family, baseball and fireworks, and in 2015 USA Baseball will play the Cuban Baseball Federation at the BB&T Ballpark.5 Knowing that both target market segments will be there, four Tomlinson’s employees will hand out branded koozies to fans entering the stadium before the game.
Gym Advertisement
July 4 -10 Awareness
Health and wellness are important components of Young Influentials and Home Sweet Homers’ lives.6 Six different gyms will display a Tomlinson’s advertisement on in-house digital screens. Four advertisements, each 15-seconds, played every one hour, will inform viewers about Tomlinson’s Grand Opening Event.
Grand Opening Event
July 11 Awareness, Engagement
A grand opening event welcomes the Durham community to Tomlinson’s new store in the Ninth Street District. Tomlinson’s will have an opportunity to socialize and interact with potential customers. The event will promote Tomlinson’s Family Values, attracting customers to join the family.
Flight Two - Development Flyer Campaign
August 3 Customer Base, Buzz
Flyers will promote Tomlinson’s Instacart service, generate buzz and prompt customer acquisition. Flyers will be posted in relevant locations: vet offices, animal shelters, coffee shops. An unusual, creative and unexpected approach aims to grab Tomlinson’s active target market’s attention. A third party vendor, Alt Terrain, will deploy distribution.
Flight Three - Grow Digital Billboard
August 8- 14 Awareness, Buzz
The week before Furever Family, awareness messages will run on digital billboards. The advertisement will be displayed three days of the week. Digital billboards are an efficient medium to reach both target segments on their commute to work.
Gym Advertisement 2
August 8- 14 Awareness, Customer Base
Six gym locations will display advertisements on in-house digital screens four times, for 15 seconds the week before Furever Family. Furever Family is a communal event for those with and without pets, and awareness about the adoption event in gyms excite Tomlinson’s target market to join and celebrate their pet family.
Furever Family Event
August 15 Customer Base, Buzz
After opening in Durham, Tomlinson’s will actively engage, connect with, and develop a customer base. Tomlinson’s will build positive store image among the Durham community by hosting an adoption event in the new store.
Lucky Pet of The Week
September 1- 30 Engagement, Buzz, Cutomer Base
An initiative will be held in September to motivate consumers to subscribe to Tomlinson’s newsletter. New subscribers will be entered to win a $25 gift certificate to the Tomlinson’s store. A random pick will be made every week and announced on Facebook. A sweepstakes is a smart promotional effort for Tomlinson’s because both target segments value good deals.
Bench Wrapping
September 25- November 2 Buzz, Awareness
Ten city benches downtown will be wrapped over a four week period to promote Tomlinson’s Fall-themed Barktober event. Benches are located where many members of Tomlinson’s target audience work, walk and shop. Whether walking the dog or on a lunch break, the benches capture pet owners love for spending time with their pets.
Digital Billboard 2
October 10- 16 Awareness, Buzz
A digital advertisement will be displayed for three days on major commuter highways the week of Barktober. This digital billboard is an efficient tactic that reaches the target market commuting to and from downtown.
Barktober
October 17 Engagement, Customer Base, Buzz
Tomlinson’s hosts a fun community gathering, where customers socialize and enjoy each other’s company. Tomlinson’s creates memorable experiences strengthening personal relationships. Overall, this will improve positive community sentiment.
Gym Advertisement 3
November 3- 27 Awareness
Advertisements will run on in-house digital screens four times, each 15-seconds, each hour, in six targeted gym locations. Thanksgiving has become a fitness-crazed time of the year. Gyms have seen an increase in member attendance during Thanksgiving, which provides an opportunity to inform Young Influentials and Home Sweet Homers about Tomlinson’s Instacart delivery service.
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onal i t o m o r P Efforts Events Social Media Awareness, Engagement, Customer Base, Buzz An experienced intern will manage Tomlinson’s social media, who will post announcements as well as photos and videos taken at the events. Social media will be utilized to connect to our target audience by posting relevant, and descriptive information to keep customers engaged. Programmatic Awareness Programmatic media buying offers a scalable, efficient solution that connects Tomlinson’s with their target market across digital platforms. Rocketfuel, an independent programmatic company, will provide targeted and retargeted display advertising to Tomlinson’s desired audience based on specific location, age, and online behavior. The minimum number of impressions is set at 15 ads per user to maximize display impact. Ad Words Awareness, Engagement Paid search is a digital tactic that will direct online users to Tomlinson’s website by leveraging high-traffic keywords – natural pets, healthy pets. Google is the number one search engine used to find information on the web. The bidding on keywords will run for six months, alternating each month. This will ensure optimal exposure for the Tomlinson’s name. Geo-targeting will be used to deliver relevant content back to the customers who visit the website.
Grand Opening Event July 11 The Grand Opening event will introduce Tomlinson’s to the Durham community. There will be creative displays that attract people to walk around the store, receive samples, and have their pets “sniff” out their new favorite Tomlinson’s products. The first 500 attendees will receive a free tote bag filled with a magnet, water bottle, and hand sanitizer custom made with Tomlinson’s logo. One must subscribe to Tomlinson’s newsletter and like Tomlinson’s Facebook page in order to redeem the coupon announced prior to the event. The Grand Opening will allow the people of Durham to meet the employees and get a feel of Tomlinson’s personality. Furever Family August 15 By combining efforts, Tomlinson’s and local adoption shelters will expand their customer base and promotional efforts among their target markets. This event will attract many charitable customers that are looking to expand their family. Tomlinson’s shares the special experience of new families being brought together. Lemonade and Italian ice will be available during the summer day, as well as Tomlinson’s tennis balls for customer’s new furry friend. Also, a caricaturist will draw cartoons of the attendees and their new companion. Furever Family is a fully integrated initiative that connects the customers to the store and allows them to share pictures with Tomlinson’s online. Barktober October 17 Barktober is a fall themed event that encourages interactions with staff and customers. Activities include a pet treat workshop, a photo booth, and a pet costume contest. Ten winners of the costume contest will receive a free $7.50 club membership with Tomlinson’s. During the event, staff members will provide a quick blog URL code to attendees in order to accomplish the goal of 200 new blog followers. The Young Influentials and Home Sweet Homers will enjoy socializing with other pet parents, and taking funny photos of their pets in costumes. The party may move to the park afterwards!
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Social Strate gy
10
Magazine Title Circulation CarolinaCountry 696,486 Our State 220,693 Raleigh Metro 40,000
Cost Per Time Frequency Full Page Ad w/Color 1ti 3ti 6ti $8,710.00 $8,625.00 $7,885.00 $14,100.00 $10,575.00 $9,165.00 $6,078.00 $9,968.00 $8,953.00
Media Menu
12ti $7,530.00 $6,995.00 $8,125.00
Newspaper Title Weekly Circulation Sunday Circulation B&W $/col� $ Color The Chapel Hill News 38,298 39,348 $32.17 $415.00 The Durham News 66,639 69,285 $32.17 $415.00 The Herald-Sun 19,249 19,965 $36.16/$39.78 $499/$623/$951 The News & Observer 108,631 155,795 $280.86/$322.33 $3,992/$4,196 Digital Website 300 X 250 300 X 600 Roadblock Corner Peel Wallpaper Combo Newsobserver.com Home Page News or Business Section Front Triangle.com Home Page Programmatic
1,500 200 150 CPM-$8.50
1,800 250 200
N/A 300 N/A
2,000 750 500
4,000 N/A 1,000
5,000 4,500 1,250
SEM Radio Out-of-Home Keyword CPC Daypart CPP :60 Digital Billboard Time Frame Cost/Time Impressions Pets $2.39 AM 202 Daily $630 3.2k Dogs $2.65 Day 146 3 Days $1,260 9.6k Animals $2.99 PM 182 Weekly $1,680 22.3k Dog Food $9.34 Evening 67 2 Weeks $2,520 44.6k Cat Food $9.34 4 Weeks $3,360 89.2K Healthy Pets $0.35 TV Jr. Bulletin Billboard 4 Weeks $2,760 138.7k Pet Supplies $3.34 Daypart CPP :30 Park Benches 4 Weeks $250 Pet Adoption $4.92 Prime Access 144 Advertising in Gym Size/Type Time Cost Pet Toys $0.78 Prime 351 Poster (17 X 22) 1ti $320 Natural Pet $2.34 Late News 182 3ti $280 Pet Coupon $0.16 Late Fringe 98 6ti $245 Banner (117 X 14) Digital Signage
12ti 1ti 3ti 6ti 12ti 1ti 3ti 6ti 12ti
Digital Commercial 4ti
$220 Cinema $1,930 6 Theaters Time Cost Impressions $1,740 3 weeks $5,270.10 6.6k $1,625 $1,450 Guerilla $380 Type Price $340 Corner Wrap $512 $320 $285 $455
SRDS
11
Promotional Efforts Media Guerilla Baseball Game
Grand Opening
Furever Family
Barktober
Item
Cost
Koozies
$260
Employess
$80
Item
Cost
Tote Bags
$370
Magnets
$55
Water Bottles
$285
Hand Sanitizers
$315
Balloon Arch
Total Cost
% of Budget
$340
0.76%
$1,300
2.89%
Total
Out of Home Cost/Unit
Quantity
Total Total Impressions Cost
$75
Jr. Billboard
$5,520.00
2
277400
$11,040 24.53%
Employees
$200
$1,260.00
2
19200
$2,520
5.60%
Item
Cost
Digital Bilboards
Characturist
$450
Cinema
$878.35
6
6600
$5,270
11.71%
Italian Ice Rental
$175
Mail Circular
$0.34
10000
9000
$3,410
7.58%
Benches
$250.00
10
147000
$2,500
5.56%
Lemonade
$9
Gym
$113.75
30
404655
$3,413
7.58%
Ice
$6
Flyers
$2.10
1000
88200
$2,096
4.66%
Cups
$32
Napkins
$12
Tennis Balls
$375
Photo Backdrop
$30
Employees
$20
Item
Cost
DIY Treat Ingredients
$500
Photo Props
$50
Employees
Social Media Manager
et
Media
$1,109
2.46%
Total
% of Budget
$30,248 67.22%
Digital Media
Adwords $745
1.66%
Costume Prizes $75 Coupon Expense
Budg
Programmatic
$120 $3,200
7.11%
$960
2.13%
$100
0.22%
$7,754
17.23%
Total
Keyword
CPC
natural pets
$2.34
healthy pets
$1.26
pet coupon
$0.16
CPM
Total
Effective Frequency
$8.50
238235
15882
Total Cost
% of Budget
$4,725
10.50%
$2,265
5.03%
$6,990
15.53%
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Media Mix
Flight 2
Flight 1 Media
Total Cost
% of Budget
Jr. Billboard
$11,040
24.53%
Cinema
$5,270
11.71%
Mail Circular
$3,410
7.58%
Baseball Game
$340
Gym Advertisment 1
Media
Total Cost
% of Budget
Flyers
$2,096
4.66%
Digital Billboard 1
$1,260
2.80%
0.76%
Gym Advertisement 2
$1,365
3.03%
$683
1.52%
Grand Opening Event
$1,300
2.89%
Sweepstakes Prizes
$100
0.22%
Coupon Expense
$3,200
7.11%
Furever Family
$1,109
2.46%
Total
$25,243
56.09%
Total
$5,930
13.18%
Flight 3
16%
17%
Promotional Efforts
Out Of Home
67%
13
Digital
Media
Total Cost
% of Budget
Park Benches
$2,500
5.56%
Digital Billboard 2
$1,260
2.80%
Barktober
$745
1.66%
Gym Advertisement 3
$1,365
3.03%
Total
$5,870
13.0%
Continuous Media
Total Cost
% of
Social Media Manager
$960
2.13%
Adwords
$4,725
10.50%
Programmatic
$2,265
5.03%
Total
$7,950
17.67%
Budget
Flowch
art
June
Month Week
1
2
July 3
4
1
2
August 3
4
1
2
3
September 4
1
2
3
October 4
1
2
3
November 4
1
2
3
December 4
1
2
3
4
Out of Home Jr. Billboard Digital Billlboards Cinema Mail Circular Gym Flyers
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Park Benches Promotional Efforts Guerilla Baseball Game Coupon Campaign Grand Opening Furever Family Lucky Pet Sweepstakes Barktober Continuous Social Media Adwords
Coupon Campaign
Furever Family
Lucky Pet Sweepstakes
Barktober
pet coupon
Programmatic
M edium
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Call to Action
Thank you for considering Mömedium as Tomlinson’s agency of reference. This is an opportunity for Tomlinson’s to successfully expand to Durham, NC. Mömedium is the best agency to plan and buy Tomlinson’s media communication efforts. This highly successful campaign will propel Tomlinson’s new store forward and drive continued long-term success. Measurable results Multifaceted team Maximize impact That is what Mö brings to the table. It would be an honor to become a member of the Tomlinson’s family.
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M edium
medium 15
Notes
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