Spring 2017
Campaign Strategies
cheesecake
TABLE OF CONTENTS AGency Credentials
1
Executive Summary
2-3
RESEARCH
4-15
- Competitive Analysis - Inside the Geek Mind - Major Trends - Social Media - Micro Trends - ThinkGEek Buying Habits - opinion of thinkgeek & Merchandise - Key Insight - industry trends that inspired us
Strategy
4-5 6-7 8-10 10-11 11 12-13 13-14 14 15
Media
16-17 18-21 22-30
Budget
30-31
Creative Concept
R U O
M A TE
Rebecca Kurtz Copywriter
Cheesecake is simple, delicious, quirky and bold. We are a full-service brand development agency that strives to build brands from the crust up with the right recipe. We find the unique “aha moment” for each of our clients, create non-conventional ideas that push past boundaries and with these, truly engage consumers. We are the Mary Berry of the advertising realm, and we will be forever devoted to creating that “great bake!”
cheesecake
Dana Summers
Account Planner
Jessica King
Creative Lead
(Codename: Deadpool)
(Codename: The Doctor)
Favorite Fandom: Sailor Moon
(codename:Hermione Granger)
Favorite Fandom: Rupaul’s Drag Race
Favorite Fandom: Kingdom of Hearts
Rachael Swerdon Project Manager
(Codename: Hand of the king) Favorite Fandom: Harry Potter
Kayla Paschall Media Relations Coordinator (Codename: Lois Lane) Favorite Fandom: Zelda
1
Executive Summary
The First Bite A fandom is a term used to refer to a subculture composed of fans characterized by a feeling of empathy and camaraderie with others who share a common interest 1. A geek is a person with an unusual level of enthusiasm about a particular topic. What drives geeks to become a fan in the first place? Why do they become personally invested in a fantasy? And how exactly does a fandom evolve to fit to their lifestyle? We discovered what makes geeks tick by analyzing who geeks really are as individuals, when separated from the geek subculture. We found that, if isolated, they are unable to thrive. Geeks need to explore the fantasy realm with others to instill the idea that they are not alone. They need to be a part of something bigger, something where they can interact with others and celebrate their fandoms.
THE AHA MOment ThinkGeek enters a funk each year during the Spring season, after the back-to-school sales and holidays end. This void needs to be filled with a consistent spike in online and in-store sales. After taking time to think through and research ThinkGeek’s situation, we have decided there is an undeniable need for an annual event to be celebrated during this sales slump. With further extensive research, we discovered The Aha Moment: TG is missing community . TG needs to come together as fellow geeks and celebrate the brand and its products. TG must bring geeks together to form The TG Alliance.
2
The Solution The idea is to invite geeks into the fantasy realm by transforming the New York City ThinkGeek store into a fandom chosen by ThinkGeek supporters. Our goal is to entice geeks to step into the world they are passionate about, surrounded by others who share the same zeal. This allows supporters to further embrace and strengthen their inner geek. Additionally, photo booths will be placed in the remaining 25 stores, complete with props and ThinkGeek fandom backdrops, so all fans can share the experience throughout the country. This event will ignite enthusiasm for existing ThinkGeek fans, increase foot traffic to all ThinkGeek stores and most importantly, create lasting brand awareness that’s needed to drive sales to ThinkGeek stores and to the website.
The Opportunity Geek Pride Day is an annual celebration on May 25th. This is a perfect opportunity for ThinkGeek, because it will ignite camaraderie throughout the geek community and create brand awareness for those who experience the store transformation in person or through social media. ThinkGeek needs to be loud and prideful on this day to encourage the celebration of the geek community. We at Cheesecake have the plan to make Geek Pride Day the ultimate celebration, leaving a lasting impact on the geek community. (1) Wikipedia
3
Competitive Analysis
1. Hot Topic: Hot Topic is a specialized retailer targeted towards 12-22 year olds that sells apparel and accessories influenced by edgy music artists and pop culture trends. While their merchandise consists of different symbols for counter-culture, they do have merchandise from traditional geek brands that appeal to their target market. In the past, they have partnered with different entertainment providers and companies to create specialty merchandise. The company, in partnership with Warner Bros., unveiled its 15-piece Suicide Squad fashion line in July 2016. The Suicide Squad product line includes sweaters, jackets, dresses, skinny pants, shorts, tank tops, coats and blazers for men and women. In 2016, Hot Topic partnered with Her Universe, partner for the new Star Trek clothing line, to create an additional clothing line for Star Wars: The Force Awakens 1. Alongside offering similar merchandise, Hot Topic’s brick and mortar stores are predominantly located in malls just like ThinkGeek.
2. Amazon: Amazon.com, Inc. is one of the largest global online retailers offering a wide range of merchandise including books, apparel, electronics and general products 2. Amazon is the go-to store for general geek apparel because it is often less expensive and significantly easier to obtain due to the low cost of entry for free shipping and ability to order non-geek items along with their merchandise.
4
Competitive Analysis (CONT.)
3. Spencer’s Gifts Spencer Gifts is a retailer for lifestyle products which includes gag gifts, apparel, accessories, toys and adult commodities. Spencer Gifts targets 18-25 year olds looking for pop culture and novelty gifts for any occasion. The products range from family friendly items to adult products, appealing to a wide audience 3. Since they sell an assortment of items, there isn’t a lot of focus on a particular product segment such as specific geek merchandise. While Spencer Gifts does sell products that appeal to geeks, this merchandise isn’t a large enough segment in the store to make it a premiere place for geeks to shop. However, being an additional brand that exists primarily in malls, Spencer Gifts is a direct competitor.
4. LOOTCRATE LootCrate is a monthly subscription service that delivers crates of epic gear to geeks and gamers. The standard LootCrate is $20 a month and is filled with merchandise and collectables that have a $45+ value. LootCrate offers various crate options at different price points for a multitude of interests including LootAnime, LootGaming, LootPets, LootWear, and LootCrate Dx. LootCrate also sells Limited Edition Crates for a much higher price point than the standard LootCrate. LootVault is also available for consumers to purchase past crates if they missed a crate or a single speciality item included in past LootCrates 4. LootCrate is a direct competitor to ThinkGeek because it also offers speciality merchandise to geeks. However, LootCrate doesn’t offer customers the ability to choose what’s in their box and isn’t as appealing to those who are only into one or two fandoms as opposed to many4. (1) Marketline’s Company Profile: Hot Topic, Inc (2) Marketline’s Company Profile: Amazon.com, Inc (3) Marketline’s Company Profile: Spencer Gifts, LLC (4) LootCrate.com
5
INSIDE THE GEEK MIND “Being a geek is all about being honest about what you enjoy and not being afraid to demonstrate that affection. It means never having to play it cool about how much you like something. It’s basically a license to proudly emote on a somewhat childish level rather than behave like a supposed adult. Being a geek is extremely liberating.” - Simon Pegg ― Simon Pegg The word “geek” — which has been used to define a person obsessed with science fiction tales, superhero sagas and fantasy worlds — has been around since the 1950s. Geeks were treated like outcasts and bullied for their love of being weird for decades. But now, being a geek means something different. It means being on the forefront of pop culture. With geek media dominating every form of entertainment from film to television, it’s hard not to engage in geek culture even as a casual fan. The most popular TV show on television right now is a fantasized show filled with magic and dragons. Geekdom has never been so hot, and the quote “The Geek Shall Inherit the Earth” has never been more close to becoming a reality. The qualities found in geeks “consistently relates to grandiose narcissism, openness, extroversion, depression and subjective well-being. Despite the idea that geeks are lonely and isolated human beings, geeks have a desire for power or status.” While geeks might not find power or status in traditional activities like sports and politics, geeks gain power through their knowledge of different fandoms and their ability to show others their leadership skills within that category. For example, winning a game of Magic or being recognized as a master cosplayer helps geeks live through this desire for power by fueling their ego.
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Inside The Geek Mind (CONT.) Additionally, geeks use their hobbies as a form of escapism from the real world. In fact, one of the explanations for the correlation between depression and geek culture is that geeks use their hobbies to cope with the depression. Geeks are also creative. “Individuals high in geek engagement report having more ideas, feel compelled to do more creative projects, and value creativity and its products more than individuals low in geek engagement.” Geeks “not only engage in opportunities to be creative in work or school … but also undertake creative endeavors on their own time, and of their own accord.” Regardless of whether geek culture is mainstream or not, geeks still share similar psychological traits that make them loud and proud of their weirdness. This delightful mix of narcissism, escapism, depression and extroversion has helped us decide to target this consumer in a way that engages all of their habits and quirks. Source: A Psychological Exploration of Engagement in Geek Culture by Jessica McCain, Brittany Gentile, and W. Keith Campbell Interviews We conducted 20 interviews with self proclaimed geeks and influencers across fandoms ranging from Star Wars to Charmed. We especially dug into the communities created by these fandoms and what it meant for them to be a geek. We also explored their ThinkGeek buying habits both in-store and online to see what inspired a purchase from them and who they were buying for.
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Major Trends COMMUNITY The opportunity to be a part of a community of like minded individuals was the number one mentioned reason for why individuals participate in fandoms. Whether it was simply to be around friends who liked the same thing or the deeper feeling of being recognized and respected for their love of a particular fandom, being a part of a greater community in real life or online was the most valued aspect of their experience. I wore an N7 Jacket, it’s a symbol from Mass Effect, and I wore an N7 jacket that I bought myself cause I’m a huge nerd and I really wanted one. And I’ve never seen anyone around here wear one. Like I was the person with the N7 jacket and if someone was like “oh you like mass effect! cool ”. But I work my N7 jacket [to Pax South] just as a way to kinda cosplay I guess and there were so many people wearing one. I was like “WHOOOOAAAA these are all my people!” Like I never see anyone wear one here but there I counted at least 100 people wearing one. Female, Mass Effect and other RPG video games.
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Major Trends (ConT.)
The best part is when someone approaches you and recognizes you for what you do or your efforts… It’s so great when you’re in that community of people and they actually respect and recognize your ability to try and be the character that you love. You can be appreciated and recognized even with that weird hobby that you like to do. Female, Anime and Cosplay
“I think the most interesting part of being in the fandom is all the people that share the same love of the characters, books, film, and cast as you! Everyone in the world might be different, but a lot of us are connected in some way by the things/fandoms we love. Female, Harry Potter
Pride When asked what being a Geek meant to them, many of the interviewees expressed that they had a certain sense of pride for being a geek. While being a geek has become more mainstream, many still see themselves as being on the fringe of culture.
9
Major Trends (ConT.)
It is getting easier to be a geek, but we are still sometimes mocked and more. I follow the advice of a shirt I own: "Embrace Your Weird". Female, Harry Potter, Pokemon, Star Wars and Many More People like myself were often made fun of for being geeks or nerds, but at the end of the day, we were just really passionate about the things we loved. And over the past few decades, the “meek” (nerds, geeks, and alike) have “inherited the earth,” by becoming the more mainstream culture. But at the end of the day, I guess it still means being genuinely passionate and unapologetic about the things you love. Male, Star Wars, Harry Potter, and Many More
SOCIAL Almost every single person we interviewed mentioned that they used social media, especially Tumblr and Reddit, to engage with their fandom. While some simply subscribed to blogs and subreddits, others also participated in role play and online
MEDIA
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Social Media (ConT.) I was homeschooled from 14 till college so almost all of my friends were online and pretty much all of them I met through roleplay. Female, Anime The group I’m a part of is a group where we play Star Wars RPG. We all play characters set in the Star Wars universe, kind of like Dungeons and Dragons. On reddit I subscribe to The Simpsons subreddit but I don’t post on it. I’m also subscribed to Last Airbender subreddit and Steven Universe subreddit and Star Wars. Male, Harry Potter, Star Wars, and Many More
MICRO
TRENDS
Escapism Similar to the research on geek psychology, many of our interviewees mentioned that their fandom gave them a means to escape the troubles of their normal life if only for a few moments. This is paramount given that ThinkGeek can take advantage of this in order to create an in store experience that allows geeks to use escapism.
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THINKGEEK
A
Buying Habits
A majority of the geeks we interviewed knew of ThinkGeek and have made purchases in the past. Many were unaware that they have physical stores.
Most of the younger interviewees stated that they only shopped at ThinkGeek for gifts, while the other ones were more likely to shop for themselves. We suspect this has to do with the fact that the older interviewees have more disposable income.
I have! I loved it. I thought they made great use of their space. I think it was very inviting, welcoming, prices were very reasonable, signs were easy to read and the staff was so much fun. Male, Doctor Who
I was at the store yesterday. It was an awesome experience...they had so many things I wanted to buy and things I didn’t know existed. I had to contain myself because I almost spent 200 dollars. Male, DC Comics
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ThinkGeek Buying Habits (CONT.)
I just went to one in Raleigh while visiting in-laws. It was lots of fun, and I felt like a kid in a candy store. I enjoyed being able to see some of the products I had been eyeing online. Female, All the Major Fandoms
Opinion of THINKGEEK
and Merchandise
Many geeks had a positive opinion of ThinkGeek and their products. When we asked them to describe ThinkGeek in one word, words like Heaven, Interstellar, Quirky, and Awesome came up. The only negative complaints that popped up were related to price or that they wished there were more fandoms represented.
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OPinion of Thinkgeek & Merchandise (cont.) I consider myself someone who is geeky and quirky. I like items that are different but obviously somewhat "popular" like Doctor Who or Harry Potter. So I like the balance beMajor (ConT.) tween whatTrends they have - unique and pop culture ish. Male, Doctor Who Looking at your products, a lot of the toys and loot are based on what I enjoy on a regular. I think of myself as a geek that likes to openly express it with the products that I buy. Male, Video Games
T H G I S N I Y E K
Geeks take great pride in expressing their love for their fandom, and they value the community of likeminded individuals that being part of a fandom allows.
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Industry Trends That inspired us
Narrative Flagship: Large brands offer unique amenities in-store to establish personality. Many established brands have started creating experience-focused incentives in their flagship stores as a way to funnel consumers to the physical stores. This way consumers can see product function and brand history. According to TrendHunter, “this shift suggests the power of flagship stores in articulating a brand experience and showcases the potential of such interactions as a crucial ‘brand touchpoint’." An example of this would include the whole foods on North Burnet which has a coffee bar, draft beer shack, playground, adult gaming space, bike repair stations and a selection of rocking chairs. There is even a stage, beer garden seating and fire pits, making it a hip location that is sure to host a bevy of exciting community-driven events.
Destination Retail: Retail locations adapt to more than just a place for product consumption Retailers are redefining how the traditional shopping space is structured by making their stores more than a place for product consumption. In creating unexpected shopping experiences, retailers are changing the way retail spaces are perceived and making traditional shopping spaces into a destination for activities. Source: TrendHunter 2017 Trend Report
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Strategy BRand Strategy
Build Brand Awareness and foot traffic to
make ThinkGeek the premiere store for every geek need. -Raise ThinkGeek’s profile on a scale never seen before. -Take advantage of Geek Pride Day to increase foot traffic nationally.
Drive Loyalty and Engagement
to create a deeper connection between the brand and the consumer -Encourage social media brand engagement -Create opportunities for consumers to post about ThinkGeek
Inspire
geeks to understand that ThinkGeek represents their love of pop culture -Embody the genuine community and pride that people have for their identity as geeks. -Show consumers that ThinkGeek is more than just a geek gift shop
Metrics for Measurement of Success: -Growth in brand awareness -Growth in in-store and online visits
-Growth in in-store and online purchases -Increase social media engagement -Loyalty
Brand Positioning: ThinkGeek gives consumers the freedom to live life to its geekiest with products meant to inspire the imagination.
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Casual Geek
Unapologetic Geek
TARGET MARKET Unapologetic Geeks who are open and
vocal about their love for fandoms whether it be by wearing fandom merch, participating in geek oriented clubs and organizations, or going to conventions. They’re constantly on social media (ex: Tumblr, Reddit) and participate with their fandoms on a daily basis. They take pride in their fandoms and are not afraid to spend a little extra on a unique and quality item as long as it inspires them. They’re the kind of geek who will wait hours in line for a movie premiere, fully decked out in costume.
Casual Geeks
who love their fandoms, but keep it on the down-low. While they may own a shirt or two, they are more reluctant to spend a large amount of money on a product unless it’s really worth it. However, if they see an opportunity to indulge in something geeky that’s also practical, they will jump for it.
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Creative MANIFESTo The world constantly tells us we don’t belong. That we are too weird, too boring, too loud, too quiet, too short, too tall, too young, too old. Too different. They tell us we need to be normal. That we need to fit in. That we need to hide who we are for the sake of other’s comfort. But why? Why do we strive to be a part of something that doesn’t want the real us? Why do we dim ourselves so that the rest of the world feels brighter? At ThinkGeek, we want to celebrate our differences, not our similarities. We want to sit up straighter. Stand up taller. Be louder. We want to shout from the rooftops that we are proud of the things that make us different. We are too weird, too boring, too loud, too short, too tall, too young, too old. And we like it. We may not belong anywhere else, but we belong right here. We are ThinkGeek. We are community. Changing ThinkGeek into the ThinkGeek Alliance #WhatsYourBattleCry
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Creative Concept
Geek Pride Day (May 25, 2017) The New York City ThinkGeek store on Broadway and West 33rd street will be transformed into a geek paradise based on one of ThinkGeek’s most popular fandoms for Geek Pride Day on May 25, 2017. In order to engage our audience and enhance the love our customers have for their favorite fandoms, fans of ThinkGeek will be able to vote for the theme/fandom of the store through an online poll. Eight fandoms picked through a preliminary poll will compete against each other through voting brackets, with each bracket’s voting lasting a week. The top two winners for each section will then compete against each other until there is one winner.
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Creative concept (CONT.) As a result, the ThinkGeek store will be transformed into the winning fandom chosen by ThinkGeek fans. We will feature limited edition merchandise, a photo op and activity booths that will connect our target market to a memorable experience by transporting them into that particular world. The shop will physically bring fellow ThinkGeek consumers together, therefore creating a sense of belonging and community. This will encourage the ThinkGeek Alliance to become further invested in the brand and overall this event will generate brand awareness for ThinkGeek. We decided to choose Harry Potter as an example of this store transformation. The following layout and sketch is a rough cut of what the potential event could look like in real life on Geek Pride Day. In the other 25 stores, there will be a Photo Booth rental (4 hours) for customers to take photos with friends. This will encourage them to dress up and visit their local store. In addition, there will be a free Facebook stream of the NYC store fandom reveal, encouraging customers to tune in to the ThinkGeek Facebook page for live footage.
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Downstairs
Olivander’s Wands
Weasley’s Wizard Wheezes
THINKGEEK Harry Potter Clothing
Florish and Blotts
Stairs
Upstairs
*Maurader’s Map Upstairs Flooring *Cobblestone flooring downstairs *HP Soundtrack
Hippogrif Photo OPP
Street Sign
Honeydukes
StairS
HP Trivia/Quiz
3 Broomsticks
Wizard;s Chess Tourney
Store Layout
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Media Why New York? New York has been dubbed by GeekWire as the Geek Capital of America. The epicenter of everything artsy and cool is now home to “an immensely active tech startup scene, and with the financial district in permanent need of technological assistance, it’s officially the Geek capital of America” 1. New York not only has superfans within the geek culture, but tourists that can potentially become fans by taking part in the ThinkGeek escapade. We are using New York to conduct awareness and engagement in a promotion leading up to the New York ThinkGeek brick and mortar store with media outlets taking place a month before the opening. The in-store event will open May 25th and continue for an additional two weeks.
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TIME OUT
New York
We will buy an ad on the back cover of Time Out Magazine weekly for a month. Time Out is a smorgasbord of everything someone can do within a popular city on a particular day, weekend, or month. Time Out includes a website and printed magazine containing a list of events, entertainment and must-see attractions, mobile apps, travel guides and even partnerships. Time Out provides free copies every wednesday of the print magazine for those who are more keen towards traditional media. Time Out’s overall monthly audience reach is 95 million; more specifically, 44.5% of Time Out’s audience in New York is ages 18-34 2. Time Out reaches 7 million unique users every month, with a combined audience of more than 1.3 millions fans across their social networks 3. Additionally, we will submit the ThinkGeek event to Time Out New York Magazine to be featured on their website on their list of things to do. This is an additional listing by the editor’s choice on whether the event will be chosen to add to their website. Hypothetically if picked, the category of choice such as “Things to Do” will have the ThinkGeek event listed under the tab for an event to do for the day or over the weekend. We believe ThinkGeek will be such a big event that it will be chosen without a doubt as Time Out is known for putting pop-up shops on their page.
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Fa ce bo ok
ADvertising
We will buy Facebook ads for a month. They will occur two weeks before the event and an additional two weeks during the event. Facebook is an optimal advertising tool because of its targeting capabilities, creative control, A/B testing capabilities and Facebook insights. The size of the audience using the social network is a country within itself over 900 million visits occur each day 4. More than 700 million people visit Facebook every day on mobile, and these ads are placed strategically among posts from families and friends so the ad won’t be missed 5. 40% of Facebook users don’t even like any brand pages, so it’s crucial to use paid advertising to reach them 6.
Shout it loud and proud! #whatsyourbattlecry
Targeting these individuals are based off of demographics, age, locations, interests, and beyond others to make sure the target is thoroughly reached. Another factor to keep in mind is that advertising is open to different creative concepts every week so the content will not fatigue the targeted audience. A/B testing is also available to test out which campaigns are working and which are not to be able to hone in on the most feasible content. Finally, tracking allows insight into how many people are engaging with the company’s page through Facebook insights. Other metrics included in Facebook insights are page performance, audience demographics, impressions and reach.
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Snapchat
Filter
We will use Snapchat as a creative marketing outlet. On any given day, Snapchat reaches 41% of 18 to 34-year-olds in the U.S. 7. A Snapchat Geofilter will be used during the duration of the event during store hours. A Geofilter is a screen overlapping the picture taken on the app, that can be shared with friends or put on Snapchat’s Story for all of the snapchatter’s friends to see. Once a snapchatter is in the area of the Geofilter, they are able to swipe over and use it in their picture. These Geofilters have the potential to take part in hundreds of millions of Snaps. The creative concept can feature the store name, location, or any other information/pictures to guide the user to brand awareness.
1
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PenN Station
Digital Network
During the month before the event, we will purchase digital network advertising in Penn Station. Penn Station is the main intercity railroad station in New York City. It serves more than 600,000 passengers daily, which is more than the daily passengers in all three of New York City’s major airports combined 8. The Penn Station Digital Network provides 22 digitally enhanced high def screens where 75% of the traffic in Penn Station occurs 9. It’s a perfect outlet for commuters on-the-go that only have time to glance at an ad. With its various screens throughout the station, consumers are fully saturated with the material by the time they reach their commute. The screens are strategically placed near high-trafficking areas such as ticket booths and information screens. The digital network will be purchased through Outfront Media, which provides a: 15 spot, 2-minute loop with either a video or static image.
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Subway
Wrap
In New York, taking the Subway is a popular, every day avenue used to get around the city. Out of the 8.5 million people in New York, about 5.6 million people take the subway each day 11. We will purchase interior advertisements for 570 units (citywide) for a month before the ThinkGeek store event from Outfront Media. Interior advertisements within the subway are optimal because the eye-level format stays with riders throughout the entire duration of their trip, which is about two times a day, making for twenty times a month. The average commute for a ride is 35 minutes so the rider has sufficient time to process the interior design from the wrap during this duration 12. There are 570 units citywide, so a consumer is bound to see one of the ads, most likely multiple times throughout the day, when taking their commute.
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Street
Painting
A guerilla marketing technique will be used, which is perfect for ThinkGeek fans. Street painting (i.e. sidewalk chalking) is optimal because it uses an out of the box method that will resonate well with our audience. Big cities, especially New York, have streets just as busy as their roads. Sidewalks are completely cluttered with New York residents and tourists, and this media outlet serves as a high reachable and creative way to market to consumers. We will use social enterprise Art Saint Louis to create and draw the chalk paintings. It will be implemented on the opening day of the ThinkGeek event and the paintings will last about a month. The area will cover about 500 square feet in Times Square.
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SEO/GOOGLE
ADWORDS
We will use both SEO and Google AdWords two weeks before the ThinkGeek event and during the duration of the event. SEO is applicable for all search engine results, whereas Google AdWords is strictly for Google search results. Using both together is most favorable, because they’ll play on one another to bring the ThinkGeek campaign to the top of the search results. We’ll use AdWords to obtain traffic quickly and SEO will be a more long-term endeavor. According to Google, businesses make an average of $2 in revenue for every $1 they spend on AdWords11. Additionally, 81% of B2B purchase cycles start with web search and 90% of buyers say when they are ready to buy, they’ll find you12. This means it’s important to have reachable content for consumers.
advertising
Reddit is home to 234 million unique users with 8 billion monthly page views, and is the 9th largest site in the U.S.13. We will advertise on Reddit for a month, because a lot of our Superfans go to this website as it’s a premiere spot for anyone wanting to engage in public conversations about personal stories, educational sites and especially fandoms. Reddit is a go-to site for “geeks” to talk about their love for all things geek with others who may feel the same way. Reddit is different from your average social media platform as it’s not about who your friends are, but about coming together as a community to share passion for a certain cause or topic. And this is what our campaign for ThinkGeek encompasses as well.
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Media Citation (1) http://www.geekwire.com/2015/is-dallas-geekier-than-seattle-the-10-geekiest-cities-in-the-u-s/ (2) Time Out database (3) Omniture - October 2015 (4) Facebook Business (5) Facebook Database (6) http://expandedramblings.com/index.php/by-the-numbers-17-amazing-facebook-stats/ (7) Snapchat Internal Database (8) Regional Planning Association (9) Outfront Media (10) Census Data 2015; Scarborough Data 2015 – New York CBSA (11) Google Economic Impact (12) Earnest Agency, 2014 (13) Reddit database http://www.outfrontmedia.com/whatwedo/products/transit/railsubway/pages/interior-train-advertising.aspx
Budget aWARE
Promote
Amplify
Host
Consider
Pre-Visit
SHOP
Purchase - Event - In-store promotions - Online promotions
- Paid Social - OOH - Print - Digital - Event
- Paid Social - Search - Event
- Event - In-store promotions - Online promotions
- SEO - Organic Content
- SEO - Paid Social - Organic Content
- SEO - Paid Social - Organic Content
- Ratings & Reviews - In-store social media opportunities - Social
- Website - Social - TimeOut Magazine
- In-Store - Mobile - Website
- In-Store - Website
- In-Store - Website
- Paid Social - OOH - Print - Digital - Event - Guerilla Marketing
- Website - Social
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Budget (cont.) Units
Time Period
Cost
Promotional Awareness (Before Event) Subway Interior Wrap
Month
570 (citywide)
$225,000.00
TimeOut Magazine (Print)
Weekly for a month
Back cover
$58,025.24
Penn Station Digital Network
2 weeks
22 screens
$44,365.00
Facebook Advertising (U.S.)
2 weeks
2.38M impressions
$10,000.00
Facebook Advertising (NY)
2 weeks
1.68M impressions (facebook) 1.82M impressions (instagram)
$7,500.00
SEO
2 weeks
7M impressions/$1 cpm
$7,000.00
Google AdWords
2 weeks
7M impressions/$1 cpc
$7,000.00
2 weeks
2.25 impressions/.75 cpc
$1,500.00
Total
$360,390.24 1.68M impressions (facebook) 1.82M impressions (instagram)
Actual In-Store Event Staff, food, drinks, creative displays
2 weeks
New York Store
$50,000.00
Photo booth
2 weeks
26 stores
$23,270.00
Facebook Advertising (U.S.)
2 weeks
2.38M impressions
$10,000.00
Street Paintings
May 25th- Until it lasts (2 weeks to a month)
500 square foot
$10,000.00
Facebook Advertising (NY)
2 weeks
1.68M impressions (facebook) 1.82M impressions (instagram)
$7.500.00
SEO
2 weeks
7M impressions/$1 cpm
$7.000.00
Google AdWords
2 weeks
7M impressions/$1 cpc
$7.000.00
2 weeks
2.25M impressions/.75 cpc
$1,500.00
Shipping (TSI)
To and from (2 days)
$2,880.00
Snapchat
2 weeks
$400.00
Total
$119,550.00
Contingency
$20,000.00
Accumulated Total
$499,940.24
31
k n a h T u o y