Page 1

ANDONIS AGENCY PRESENTS

BROOKE BROOKINS MATT CHAMBERS AVERY CHRISTIAN HALEIGH FINE DIANE HEATH


INDEX A BOUT ...................................3 WHAT WE KNOW.........................5 WHAT WE FOUND.......................10 WHAT OUR PLAN IS.....................14 WHAT WE WILL DO...................16 WHAT IT WILL COST.................24 WHERE IT WILL GO..................27 HOW WELL DID IT GO................32 WHAT WE DID WITH GOOGLE....34 APPENDIX.................................36 MARKED SURVEY.......................39


ABOUT

LEAD: MATT CHAMBERS


4 Flowers By Jeanie 341 W. Martin Luther King Milledgeville, Ga. 31061 (478) 452-6202 / (800) 615-8189 ‡2ZQHGE\-HDQLH-DUUHWW ‡6HUYHV+DUGZLFN/DNH6LQFODLU&HQWUDO 6WDWH+RVSLWDO*HRUJLD0LOLWDU\&ROOHJH *HRUJLD&ROOHJH0RRUHV)XQHUDO+RPH DQG0LOOHGJHYLOOH ‡2UGHUVFDQEHSODFHGHQWLUHO\RQOLQHDW KWWSZZZÁRZHUVE\MHDQLHFRP ‡2UGHUVFDQDOVREHSODFHGE\SKRQHRULQ SHUVRQ ‡)ORZHUV%\-HDQLHLVD7HOHÁRUDDIÀOLDWH ‡0RVWH[SHULHQFHGÁRULVWLQ0LOOHGJHYLOOH ‡6HUYHGWKH0LOOHGJHYLOOHDUHDVLQFH ‡)ORZHUVFDQEHSLFNHGXSRUGHOLYHUHG ‡)DPLO\RZQHGDQGRSHUDWHG ‡2SHQ0RQGD\WKURXJK)ULGD\IURP DPWRSPDQG6DWXUGD\IURP DPWRSP ‡)ORZHUV%\-HDQLHVSHFLDOL]HVLQ /DUJHLQYHQWRU\RIIUHVKÁRZHUV 7URSLFDOV 3ODQWV (XURSHDQGLVKJDUGHQV &RQWHPSRUDU\DQGWUDGLWLRQDODUUDQJHPHQWV +LJKVW\OHÁRUDODUUDQJHPHQWV 6LONDUUDQJHPHQWV 'ULHGÁRUDODUUDQJHPHQWV :HGGLQJV )XQHUDOGHVLJQV ([WHQVLYHJLIWOLQH *RXUPHWDQGIUXLWEDVNHWV *LIWEDVNHWV *UHHWLQJFDUGV %DOORRQV 3OXVK$QLPDOV 6SHFLDOL]HLQKROLGD\JLIWEDVNHWV

ABOUT


WHAT WE KNOW

LEAD: DIANE HEATH ASSISTANT: BROOKE BROOKINS


6

WHAT WE KNOW CURRENT CONSUMERS

$FFRUGLQJWR-HDQLH-DUUHWWWKH RZQHURI)ORZHUV%\-HDQLHWKH FXUUHQWXVHUVYDU\IURPRFFDVLRQ WRRFFDVLRQDQGIURPGD\WRGD\ 0V-DUUHWWH[SODLQHGÁRZHUVIRU IXQHUDOVDUHXVXDOO\SXUFKDVHG E\ROGHUZRPHQ7KH´ORYHERXTXHWVµDUHXVXDOO\ERXJKWE\PHQ RIDOODJHV ,QUHFHQW\HDUVWKHW\SHRIÁRZHUVWKDWDUHEHLQJSXUFKDVHGDW )ORZHUV%\-HDQLHKDVFKDQJHG 3UHYLRXVO\PRVWRIWKHLUVDOHV FDPHIURPIXQHUDODUUDQJHPHQWV EXWZKHQWKH\DGGHGWKHRSWLRQ WRSXUFKDVHWKURXJKWKH,QWHUQHW ERXTXHWVDOHVLQFUHDVHG $SSUR[LPDWHO\SHUFHQWRI WKHRUGHUVWKDW)ORZHUVE\-HDQLH UHFHLYHVDUHWKURXJK7HOHÁRUDWKH ,QWHUQHWDQGRXWRIWRZQWHOHSKRQHRUGHUV7KHRWKHUSHUFHQWDUHORFDORUGHUV )ORZHUV%\-HDQLHPDNHVQXPHURXVGHOLYHUHUVGDLO\WRVWXGHQW DSDUWPHQWFRPSOH[HVLQFOXGLQJ 7KH%HOODP\7KH*URYHDQG 0DJQROLD3DUN0DQ\RIWKHVH RUGHUVDUHIURPSDUHQWVRIVWXGHQWV ZKRGRQRWOLYHQHDUE\ $FFRUGLQJWR0UV-DUUHWWWKH PDLQUHDVRQFRQVXPHUVSXUFKDVH ÁRZHUVLVIRUJLIWJLYLQJSXUSRVHV )ORZHUVDUHERXJKWIRUELUWKGD\V DQQLYHUVDULHVIXQHUDOVV\PSDWK\ DQGYDULRXVKROLGD\VLQFOXGLQJ 9DOHQWLQH·V'D\0RWKHU·V'D\ DQG&KULVWPDV 1DWLRQDOO\WKHPRVWSRSXODU FDOHQGDURFFDVLRQWREX\ÁRZHUV LV&KULVWPDVZLWK9DOHQWLQH·V'D\ LQVHFRQG 7KHPRVWSRSXODUFDOHQGDURFFDVLRQWREX\ÁRZHUVDW)ORZHUV%\ -HDQLHLV9DOHQWLQH·V'D\DQGWKHQ 0RWKHU·V'D\ 0V-DUUHWWVDLGVKHGLGQRWZDQW WRWU\DQGJHWPRUHEXVLQHVVGXULQJSHDNWLPHVVXFKDV9DOHQWLQH·V 'D\

TYPICAL FLOWER CONSUMER ‡$ZRPDQEHWZHHQWKHDJHVRIDQG ‡&ROOHJHHGXFDWHG ‡(PSOR\HGIXOOWLPH ‡(DUQVRYHUD\HDU

According to http://congressionalactiondays.com/society-ofDPHULFDQÁRULVWVÁRUDOLQGXVWU\RYHUYLHZKWPO

GEOGRAPHY )ORZHUV%\-HDQLHLVORFDWHG DW:HVW0DUWLQ/XWKHU.LQJ 'U0LOOHGJHYLOOH*DLQ%DOGZLQ &RXQW\ :LWKRXWWKHVKRS·VWZRKLJKHVW VXSSOLHUVRIEXVLQHVVLQWKHORFDO DUHD5KHHPDQG&HQWUDO6WDWH QHZRSWLRQVZLWKLQWKHVKRS·V JHRJUDSKLFSRVLWLRQDORQJZLWK RQOLQHRSWLRQVIRUDGYHUWLVLQJDQG JDLQLQJEXVLQHVVZLOOEHH[SORUHG 0V-DUUHWWPHQWLRQHGZDQWLQJWR UHDFKFROOHJHVWXGHQWVDVDWDUJHW DXGLHQFH *HRJUDSKLFDOO\*HRUJLD&ROOHJHLVRQO\DPLOHIURPKHUVKRS DOPRVWDSHUIHFWVWUDLJKWOLQHIURP WKH*HRUJLD&ROOHJHOLEUDU\WR )ORZHUVE\-HDQLHYLD1&ODUNH 6WUHHW$ORQJZLWKWKLVURXWH )ORZHUV%\-HDQLHLVDOVRHDV\ WRDFFHVVIURP1RUWK&ROXPELD 6WUHHW+:<IRUDOORWKHUORFDO FXVWRPHUV *HRUJLD0LOLWDU\&ROOHJHLVRQO\ PLOHVIURP)ORZHUVE\-HDQLH 7KHORFDOKLJKVFKRROV%DOGZLQ

LOCAL AREA Baldwin County:SRSXODWLRQ Adjacent counties: 3XWQDP&RXQW\ 1RUWK SRS +DQFRFN&RXQW\ 1RUWKHDVW SRS :DVKLQJWRQ&RXQW\ (DVW SRS :LONLQVRQ&RXQW\ 6RXWK SRS -RQHV&RXQW\ :HVW SRS College Students: *0&DSSUR[VWXGHQWVWKJUDGH DSSUR[FROOHJHVWXGHQWV *&68DSSUR[VWXGHQWV High School:  %DOGZLQ+LJK6FKRRODSSUR[ VWXGHQWV -0$DSSUR[VWXGHQW

(from the U.S. Census Bureau)

+LJK6FKRRODQG-RKQ0LOOHGJH $FDGHP\DUHERWKZLWKLQVHYHQ PLOHVIURPWKHVKRS:KLOHKLJK VFKRROVWXGHQWVPD\QRWEHDEOH WRZDONWRWKH)ORZHUV%\-HDQLH FROOHJHVWXGHQWVHDVLO\FRXOGYLVLW RQIRRW


7

WHAT WE KNOW

Milledgeville Florists $ )ORZHUV%\-HDQLH % 6RPHWKLQJ6SHFLDO )ORULVW%ULGDO)RUPDOZHDU & )ORZHUV(WF ' 0RRUHV)ORZHU 6KRS ( ,UHQH¡V)ORZHUV ) 5D\¡V)ORZHUV  *LIWV * .URJHU)ORUDO'HSDUWPHQW + &ORYHU¡V)ORZHUV DQG*LIWV , %ORVVRPV)ORULVW

COMPETITIVE SALES Something Special Florist-Bridal-Formalwear www.somethingspecialfbf.com 110 Chase Court NW, Milledgeville - (478) 414-7474 6RPHWKLQJ6SHFLDOLVWKHRQO\ RWKHUà RULVWLQ0LOOHGJHYLOOHWKDW KDVDGHGLFDWHGZHEVLWHKRZHYHU LWGRHVQRWDOORZIRURQOLQHRUGHUV 6RPHWKLQJ6SHFLDODOVRKDVIRUPDOZHDUOLNH)ORZHUV%\-HDQLH EXWLWIRFXVHVRQEULGHVDQGQRW SURPWX[HGRV 7KHZHEVLWHLVIXOORISKRWRV EXWYHU\OLWWOHLQIRUPDWLRQ)ORZHUV%\-HDQLH¡VZHEVLWHKDVPXFK PRUHLQIRUPDWLRQDQGWKHDELOLW\ WRWDNHRUGHUVIURPRQOLQHFXVWRP-

Mooreâ&#x20AC;&#x2122;s Flower Shop 301 S. Wayne St. Milledgeville (478) 452-1921

ROGHUĂ RULVWVPRUHWKDQWKH RWKHUV Ireneâ&#x20AC;&#x2122;s Flowers 231 West Mitchell Street, Milledgeville - (478) 453-3703

0RRUH¡Và RZHUVKRSLVFORVHWR *HRUJLD&ROOHJHDQGSUHVHQWVD VWURQJFRPSHWLWLRQWR)ORZHUV%\ -HDQLHVROHO\EDVHGRIIRISUR[LPLW\

,UHQH¡V)ORZHUVLVQRWFRQVLGHUHG DWKUHDWE\)ORZHUV%\-HDQLHGXH WRLWVODFNRIDZHEVLWH

HUV

Flowers Etc 127 Garrett Way NW, Milledgeville - (478) 453-3132 )ORZHUV(WFLVWKHVHFRQGROGHVW Ă RULVWLQ0LOOHGJHYLOOH)ORZHUV %\-HDQLHFRQVLGHUVWKHPWREHWKH ELJJHVWWKUHDWWRVDOHVEHFDXVHRI WKHH[SHULHQFHFODLP$FFRUGLQJ WR0V-DUUHWWORFDOUHVLGHQWVWUXVW

Krogerâ&#x20AC;&#x2122;s Floral Department 1962 North Columbia Street, Milledgeville - (478) 452-1461 $FFRUGLQJWR0V-DUUHWW.URJHU¡V)ORUDO'HSDUWPHQW´KDVJRWWHQ LQWKHZD\ÂľRIVRPHVDOHV6KH IHHOVWKDW.URJHULVWKHHDV\DQG FRQYHQLHQWSODFHWRE\Ă RZHUV EXWWKHĂ RZHUVDUHQHYHUXSWRSDU ZLWKWKHĂ RZHUVVROGE\)ORZ-


8 HUV%\-HDQLH$FFRUGLQJWRWKH 3URGXFH0DUNHWLQJ$VVRFLDWLRQ IRXULQFRQVXPHUVEX\ÁRZHUV LQVXSHUPDUNHWVVXFKDV.URJHU 6HYHQW\IRXUSHUFHQWRIWKRVH VXUYH\HGVDLGWKH\EX\IRU9DOHQWLQH·V'D\(DVWHU0RWKHU·V'D\ 7KDQNVJLYLQJRU&KULVWPDVLQ VXSHUPDUNHWVDWOHDVWRQFHD\HDU DQGXSWRVL[WLPHVD\HDU1HDUO\ WZRWKLUGVRIWKRVHVXUYH\HGKDYH ERXJKWELUWKGD\DQQLYHUVDU\RU V\PSDWK\ÁRZHUVIURPDVXSHUPDUNHW Clover’s Flowers & Gift Shop 910 N Jefferson St NE, Milledgeville - (478) 414-1477 &ORYHU·VRIIHUVVPDOOJLIWVIRU GLIIHUHQWRFFDVLRQVDORQJZLWK ÁRZHUV&ORYHU·VLVDOVRQHDU WKH*HRUJLD&ROOHJHFDPSXVVR FDQSURYLGHDWKUHDWYLDSUR[LPLW\&ORYHU·VLVDIÀOLDWHGZLWK )/2:(56QRW7HOHÁRUD Ray’s Flowers & Gifts 361 S Wayne St, Milledgeville (478) 457-0082

WHAT WE KNOW

<

TOP-SELLING MONTHS )HEUXDU\0DUFK$SULODQG0D\

TOP-SELLING SPRING EVENTS 9DOHQWLQH·V'D\+LJK6FKRRO3URP0RWKHU·V'D\ *UDGXDWLRQ(DVWHU

TOP-SELLING FALL EVENTS +DOORZHHQ7KDQNVJLYLQJ&KULVWPDV+DQXNNDK

)ORZHUV%\-HDQLH%ORVVRPVVHOOV OLYHSODQWVDVZHOODVERXTXHWVDQG ÁRUDODUUDQJHPHQWV7KHKRXUV IRU%ORVVRPVDUHDPWR SP0RQGD\WKURXJK)ULGD\DQG DPWRQRRQRQ6DWXUGD\ 7KHIRFXVRI%ORVVRPVLVWRFUHDWH ´PRGHUQGHVLJQZLWKDKRPHWRZQ IHHOµ

SEASONALITY

)ORZHU·V%\-HDQLHLVEXVLHVW VWDUWLQJDSSUR[LPDWHO\-DQ 5D\·V)ORZHUVLVWKHPRVWUHFRJ- XQWLOWKHHQGRI-XQH7KHWRSVHOOQL]HGSODFHE\QDPHDFFRUGLQJWR LQJPRQWKLV)HEUXDU\ZLWK9DO0V-DUUHWW7KLVFRPHVDVDVKRFN HQWLQH·V'D\EULQJLQJLQWKHPRVW EHFDXVH5D\·VKDVRQO\EHHQRSHQ UHYHQXH7KHVORZHVWPRQWKVDUH IRUWZR\HDUV$FFRUGLQJWRWKH -XQH-XO\DQG$XJXVW RZQHUWKHLUXQLTXHVHOOLQJSRLQW (DUO\IDOOSLFNVXSZLWKWKH LVJLIWVDQGÁRUDODUUDQJHPHQWV UHWXUQRI*HRUJLD&ROOHJHDQG 7KH\DUHRSHQ0RQGD\WKURXJK *HRUJLD0LOLWDU\&ROOHJHVWXGHQWV )ULGD\DPWRSP5D\·V )ORZHUV *LIWVUHFHLYHVDSSUR[LPURCHASE CYCLE PDWHO\RUGHUVSHUPRQWK0V -DUUHWWIHHOVWKDWWKLVÁRZHUVKRS 7KHSXUFKDVHF\FOHIRUVSHFLÀF KDVJUHDWQDPHUHFRJQLWLRQDPRQJ KROLGD\ÁRZHUVLV\HDUO\VLQFH ORFDOUHVLGHQWVEXWQRWVWXGHQWV WKHVHKROLGD\VRQO\KDSSHQRQFHD \HDU´1RVSHFLDORFFDVLRQµÁRZBlossoms Florist HUVDQGSRWWHGSODQWVFDQEHUH227 Ivey Weaver Rd, MilledSHDWHGWKURXJKRXWWKH\HDU geville – (478) 451-0221 7KHW\SLFDOOLIHRIDIUHVKFXW ÁRZHULVDQ\ZKHUHIURPWKUHHWR %ORVVRPVRSHQHGLQDQG LVDIDPLO\UXQÁRZHUVKRS/LNH GD\V7KLVPDNHVWKHSRWHQWLDO

l V

SXUFKDVHF\FOHIRU´QRVSHFLDORFFDVLRQµÁRZHUVYHU\IUHTXHQW )ORZHUVDUHRIWHQSUHPHGLWDWHG DQGRUGHUHGRQHWRWZRZHHNV EHIRUHWKHRFFDVLRQ$QH[FHSWLRQIRUWKLVZRXOGEHIXQHUDOVDQG RWKHUXQH[SHFWHGHYHQWV ,QDGGLWLRQWRÁRZHUVVROG WKURXJKRXWWKH\HDU)ORZHUV%\ -HDQLHVHOOVWX[HGRVGXULQJKLJK VFKRROSURP3URPVHDVRQIRU %DOGZLQ&RXQW\EHJLQVDWWKHHQG RI0DUFKDQGODVWXQWLOWKHHQGRI $SULO

WEEKLY SALES ,QWHUQHWZLUHVHUYLFHV :DONLQV 3KRQH

$FFRUGLQJWR0V-DUUHWWGXULQJ WKHZHHNRI)HEVDOHVDUH GRXEOHGGXHWR9DOHQWLQH·V'D\


WHAT WE KNOW

9

COMPETITIVE MEDIA 7KHUHDUHWZRPDLQFDWHJRULHV WKDWSRVHPHGLDFRPSHWLWLRQWR )ORZHUV%\-HDQLH 7KHÀUVWFDWHJRU\LVRWKHUÁRZHU VKRSVDQGVSHFLDOW\VKRSV5D\·V )ORZHU6KRSLQGRZQWRZQ0LOOHGJHYLOOHDQG)ORZHUV(WFGRQRW KDYHZHEVLWHVDQGGRQRWDGYHUWLVH UHJXODUO\7KHVHWZRVKRSVDQG 6RPHWKLQJ6SHFLDO)ORULVWUHO\SULPDULO\RQZRUGRIPRXWKLQVWHDG RIXVLQJDSDUWLFXODUPHGLXPWR UHDFKFXVWRPHUV ,QDQGSDVW\HDUV)ORZHUV %\-HDQLHKDVKDGÀYHRUVL[DGYHUWLVHPHQWVSRWVRQUDGLRVWDWLRQV DQG:0%*7KH\DOVRKDYH DQH[WHQVLYHZHESUHVHQFHZKHUH PRVWRIWKHLUEXVLQHVVLVUHFHLYHG IURPWKHLUZHEVLWH 7KHVHFRQGFDWHJRU\RIPHGLD FRPSHWLWLRQLVJURFHU\VWRUHVDQG VXSHUPDUNHWV$GYHUWLVHPHQWVIRU .URJHU·VÁRUDOGHSDUWPHQWKDYH EHHQVHHQRQWHOHYLVLRQFRPPHUFLDOVDQGLQWKHQHZVSDSHUV7KH\ DOVRKDYHDQRQOLQHSUHVHQFHDQG FRXSRQVDQGSURPRWLRQVIRUÁRUDO DUUDQJHPHQWVFDQEHUHGHHPHGRII )ORZHUV%\-HDQLH·VZHEVLWHSURYLGHVDXQLTXHVHOOLQJSRLQWDQGSRLQW RIVDOHIRUWKHSURSRVHGFDPSDLJQ RIWKHLUZHEVLWH 6WRUHVLQWKLVFDWHJRU\DUHZHOO NQRZQIRUKDYLQJFRQYHQLHQWDQG IDLUO\SULFHGÁRUDOSURGXFWV,QDGGLWLRQWKHVHFRPSDQLHVDUHRIWHQ KHDYLO\DGYHUWLVHG )ORZHUV%\-HDQLH·VZHEVLWHKDV DZLGHYDUHW\RISURGXFWVIURP ERXTXHWVWRJLIWEDVNHWV8VHUVDUH DEOHWRFOLFNDQGVHHPRUHDERXW WKHDUUDQJHPHQWEHIRUHRUGHULQJ 7KH\FDQDOVRFXVWRPL]HWKHVL]H GHSHQGLQJRQKRZPXFKWKH\·UH ZLOOLQJWRVSHQG 7KHZHEVLWHSXWVDVWDUXQGHU SURGXFWVWKDWDUHWKHPRVWSRSXODU VRWKDWFRQVXPHUVFDQVHHZKLFK SURGXFWVDUHZHOOUHFHLYHGDQG RUGHUHGWKHPRVW7KHVHRSWLRQV KHOSWKHFRQVXPHUVLQFHRUGHULQJ ÁRZHUVLVRIWHQGRQHRQIDLWK


WHAT WE FOUND

LEAD: DIANE HEATH ASSISTANT: BROOKE BROOKINS


11

WHAT WE FOUND SURVEY DEMOGRAPHICS 2IWKHUHVSRQGHQWVSHUFHQW ZHUHIHPDOHDQGSHUFHQW ZHUHPDOH :KHQWKHUHVSRQGHQWVZHUH DVNHGZKDWWKHLUDQQXDOKRXVHKROGLQFRPHZDVSHUFHQW DQVZHUHGXQGHU2YHU SHUFHQW  RISDUWLFLSDQWV ZHUH&DXFDVLDQSHUFHQWZHUH $IULFDQ$PHULFDQVSHUFHQW $VLDQDQGSHUFHQWRWKHU OBJECTIVE: To understand which medium outlets college student address the majority of their attention to in relation to WKHÁ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ÀYHDVNLQJKRZPDQ\ WLPHVÁRZHUVKDYHEHHQSXUFKDVHG LQWKHSDVW\HDULWLVLQWHUHVWLQJWR QRWHWKDWWKRVHZKRERXJKWÁRZHUVDWOHDVWRQFHLQWKHSDVW\HDU

Research Objectives

Strategy

‡7RXQGHUVWDQGZKLFKPHGLXPRXWOHWVFROOHJHVWXGHQWV DGGUHVVWKHPDMRULW\RIWKHLU DWWHQWLRQWRLQUHODWLRQWRWKH ÁRZHULQGXVWU\

$TXDQWLWDWLYHVWXG\ZDVXVHG WRJDWKHULQIRUPDWLRQWRKHOS WKH$1'21,6$JHQF\PDNH VWUDWHJLFGHFLVLRQV

Method ‡7RXQGHUVWDQGZKHUHFROOHJH VWXGHQWVLQ0LOOHGJHYLOOH*D $VHOIDGPLQLVWHUHGVXUYH\ EX\ÁRZHUVIURP ZLWKDSRSXODWLRQRIVWXGHQWV DWWZRVPDOOXQLYHUVLWLHVLQ ‡7RXQGHUVWDQGKRZRIWHQFRO- 0LOOHGJHYLOOH*DZDVXVHG OHJHVWXGHQWVSXUFKDVHÁRZHUV WRGHWHUPLQHWKHSXUFKDVLQJ LQ0LOOHGJHYLOOH*D KDELWVRIFROOHJHVWXGHQWVLQ UHODWLRQWRWKHÁRZHULQGXVWU\ ‡7RGLVFRYHUZKDWIDFWRUVPR- LQ0LOOHGJHYLOOH*D WLYDWHÁRZHUSXUFKDVHEHKDY7KHUHVHDUFKZDVFRQGXFWHG LRULQFROOHJHVWXGHQWV LQWKHWKLUGZHHNRI)HEUXDU\ $WRWDORIVXUYH\VZHUH ‡7RGHWHUPLQHLIFROOHJHVWXFRPSOHWHGXVLQJDFRQYHQLHQFH GHQWVLQ0LOOHGJHYLOOH*DDUH VDPSOH,QRUGHUWRGLVVHPLQDWH DZDUHRI)ORZHUV%\-HDQLH WKHVXUYH\DPDVVHPDLOZDV VHQWRXWWRDOOVWXGHQWVRQERWK ‡7RXQGHUVWDQGKRZPXFK XQLYHUVLW\FDPSXVHV$OVRWKH FROOHJHVWXGHQWVDUHZLOOLQJWR $1'21,6$JHQF\VHWXSD SD\IRUÁRZHUV NLRVNDWDFHQWUDOORFDWLRQRQ RQHRIWKHXQLYHUVLW\FDPSXVHV ZKHUHSDVVLQJVWXGHQWVKDGWKH RSSRUWXQLW\WRWDNHWKHVXUYH\ 7RVHHWKHIXOOVXUYH\VHHSDJH

DOVRUHFHLYHWKHPDMRULW\RIWKHLU LQIRUPDWLRQRQOLQH(YHQWKRXJK KHDY\XVHUVWKRVHZKRSXUFKDVHG ÁRZHUVVL[RUPRUHWLPHVLQWKH SDVW\HDUZHUHDVPDOOSHUFHQW RQO\QLQHUHVSRQGHQWVRIWKRVH QLQHVHYHQZHUHDJHG ZLWKLQRXUWDUJHWPDUNHW2IWKRVH ZKRSXUFKDVHGIRXUWRVL[WLPHV LQD\HDURXWRIIHOOLQRXU WDUJHWPDUNHWDJHUDQJH OBJECTIVE: To understand where college students in MilledJHYLOOH*DEX\ÁRZHUVIURP 4XHVWLRQRQWKHVXUYH\DVNHG

KRZRIWHQRQHSXUFKDVHGÁRZHUVIURPHDFKÁRUDOVXSSOLHU7KH RSWLRQVWRFKRRVHIURPZHUHWKH IROORZLQJDQRQOLQHVXSSOLHUVXFK DV7HOHÁRUDRU)ORZHUV WKHVXSHUPDUNHWRUJURFHU\VWRUH )ORZHUV%\-HDQLH6RPHWKLQJ 6SHFLDO)ORULVW%ULGDO)RUPDOZHDU)ORZHUV(WF5D\·V)ORZHUV *LIWVDQG%ORVVRPV)ORULVW RXWRIWKHVXUYH\WDNHUV DQVZHUHGWKLVTXHVWLRQ:LWKHDFK RSWLRQRIWKHÁRUDOVXSSOLHUWKH VXUYH\WDNHUVZHUHDOORZHGWRDQVZHUQHYHUVRPHWLPHVRUDOZD\V SHUFHQWQHYHUSXUFKDVH IURPDQRQOLQHSURYLGHU2YHU


12 SHUFHQWDOZD\VSUXFKDVHIURP DVXSHUPDUNHWRUJURFHU\VWRUH 1LQHSHUFHQWVRPHWLPHVRUDOZD\V SXUFKDVHÁRZHUVIURP)ORZHUV%\ -HDQLH)LYHSHUFHQWVRPHWLPHVRU DOZD\VSXUFKDVHIURP6RPHWKLQJ 6SHFLDO2YHUSHUFHQWVRPHWLPHVRUDOZD\VSXUFKVHIURP )ORZHUV(WF)RXUSHUFHQWDOZD\V RUVRPHWLPHVSXUFKDVHIURP5D\·V )ORZHUVDQG*LIWV 3HUWKHVHUHVXOWVLWLVHYLGHQW WKDWPRVWRIWKHSHRSOHZKRDQVZHUHGWKHTXHVWLRQHLWKHUVRPHWLPHVRUDOZD\VSXUFKDVHIURP WKHVXSHUPDUNHWRUJURFHU\VWRUH 0V-DUUHWWFRQVLGHUVKHUWZRELJ FRPSHWLWRUVWREH)ORZHUV(WF DQG.URJHU7KHVHUHVXOWVLQGLFDWH WKDW.URJHULVGHÀQLWHO\ELJFRPSHWLWLRQIRUKHUGHVLUHGPDUNHW³ FROOHJHVWXGHQWV³KRZHYHU)ORZHUV(WFGRHVQRWSRVHWRRELJRID WKUHDWWR)ORZHUV%\-HDQLH:KLOH DODUJHUSHUFHQWDJHVRPHWLPHV SXUFKDVHVÁRZHUVDW)ORZHUV(WF WKDQ)ORZHUV%\-HDQLHWKDWLV VRPHZKDWFRXQWHUHGE\WKHODUJHU SHUFHQWDJHWKDWDOZD\VSXUFKDVHV DW)ORZHUV%\-HDQLHUDWKHUWKDQ )ORZHUV(WF 7KHVHUHVXOWVFDQDOVRFRLQFLGH ZLWKWKHUHVXOWVRIWKHVXEVHTXHQW VXUYH\TXHVWLRQ7KHVXUYH\DOVR KDGDTXHVWLRQDVNLQJZKHUH UHVSRQGHQWVZRXOGEX\ÁRZHUV IRUDORYHGRQH$OPRVWSHUFHQW  RIWKRVHVXUYH\HG UHVSRQGHGWKH\ZRXOGJRWRD JURFHU\VWRUHRUVXSHUPDUNHW 6HH $SSHQGL[3DUW% )RUW\ÀYHSHUFHQWVDLGWKH\ZRXOGJRWRDÁRULVW DQGSHUFHQWUHVSRQGHGWKH\ ZRXOGEX\ÁRZHUVRQOLQH OBJECTIVE: To understand how often college students in 0LOOHGJHYLOOHSXUFKDVHÁRZHUV 3DUWLFLSDQWVZHUHDVNHGKRZ PDQ\WLPHVWKH\KDYHSXUFKDVHG ÁRZHUVLQWKHSDVW\HDU

WHAT WE FOUND

7KHUHVXOWVRIRXUUHVHDUFKVKRZWKDWPRVWFROOHJHVWXGHQWVFXUUHQWO\ SXUFKDVHÁRZHUVIURPVXSHUPDUNHWVRUQDWLRQDOÁRUDOVXSSOLHUV SHUFHQWKDYHQRWSXUFKDVHGÁRZHUVLQWKHSDVW\HDUSHUFHQW RISDUWLFLSDQWVKDYHSXUFKDVHG ÁRZHUVRQFHLQWKHSDVW\HDU SHUFHQWKDYHSXUFKDVHGLQWKH SDVW\HDUSHUFHQWKDYHSXUFKDVHGÁRZHUVEHWZHHQWLPHV LQWKHSDVW\HDUSHUFHQWKDYH SXUFKDVHGÁRZHUVRUPRUHWLPHV LQWKHSDVW\HDU 2IWKHPDOHVZKRDQVZHUHG WKHVXUYH\SHUFHQWDGPLWWHG WRKDYLQJSXUFKDVHGÁRZHUVRQH RUPRUHWLPHVLQWKHSDVW\HDU2I WKHIHPDOHVZKRDQVZHUHGWKH VXUYH\SHUFHQWDGPLWWHGWR KDYLQJSXUFKDVHGÁRZHUVRQHRU PRUHWLPHVLQWKHSDVW\HDU 7KHODUJHVWFDWHJRU\IRUPDOHV ZDVSHUFHQWSXUFKDVLQJÁRZHUVWLPHVLQWKHSDVW\HDU7KH VHFRQGODUJHVWZLWKSHUFHQW VWDWLQJWKH\GLGQRWSXUFKDVH ÁRZHUVLQWKHODVW\HDU7KHODUJHVWFDWHJRU\IRUIHPDOHVZDV SHUFHQWQRWSXUFKDVLQJÁRZHUVLQ WKHSDVW\HDU7KHVHFRQGODUJHVW

FDWHJRU\ZDVSHUFHQWVWDWLQJ WKH\SXUFKDVHGÁRZHUVRQFHLQWKH ODVW\HDU 5HVXOWVVKRZWKDWPDOHVSXUFKDVHÁRZHUVPRUHIUHTXHQWO\ WKDQIHPDOHV  OBJECTIVE: To discover what IDFWRUVPRWLYDWHÁRZHUSXUFKDVH behavior in college students. 7KHVXUYH\WKDWWKH$1'21,6 $JHQF\FRQGXFWHGDVNHGUHVSRQGHQWVKRZRIWHQWKH\SXUFKDVHG ÁRZHUVIRUVSHFLÀFRFFDVLRQVVXFK DV9DOHQWLQH·V'D\&KULVWPDV DQG0RWKHU·V'D\0RWKHU·V'D\ ZDVWKHPRVWSRSXODUKROLGD\ DPRQJUHVSRQGHQWVWRSXUFKDVH ÁRZHUVZKHUHSHUFHQWVDLG WKH\DOZD\VSXUFKDVHÁRZHUVIRU 0RWKHU·V'D\DQGSHUFHQW VDLGWKH\VRPHWLPHVSXUFKDVH ÁRZHUVIRU0RWKHU·V'D\7KH VHFRQGPRVWSRSXODURFFDVLRQWR EX\ÁRZHUVDPRQJUHVSRQGHQWV ZDVELUWKGD\VZKHUHSHUFHQW


13

WHAT WE FOUND VDLGWKDWWKH\VRPHWLPHVSXUFKDVH ÁRZHUVIRUELUWKGD\V $VHFRQGTXHVWLRQLQWKHVXUYH\DVNHGUHVSRQGHQWVWRSOHDVH LQGLFDWHKRZRIWHQWKH\SXUFKDVH ÁRZHUVIRUHDFKUHDVRQOLVWHG LQFOXGLQJIRUDJLIWIRUDVSHFLDO HYHQWDQGIRUWKHPVHOYHV7KLV TXHVWLRQZDVHYDOXDWHGRQDUDWLQJ VFDOHZKHUHUHVSRQGHQWVDQVZHUHG HDFKUHDVRQZLWKDVHSDUDWHUDWLQJ 7KHWDEOHEHORZVKRZVWKHDYHUDJHYDOXHVZLWK]HUREHLQJWKDW WKH\QHYHUSXUFKDVHÁRZHUVIRU WKHUHDVRQOLVWHGDQGEHLQJWKDW WKH\DOZD\VSXUFKDVHÁRZHUVIRU WKHUHDVRQOLVWHG 7KHQXPEHURQHUHDVRQDPRQJ UHVSRQGHQWVIRUEX\LQJÁRZHUV ZDVIRUWKHPVHOYHV 2QHPRUHLPSRUWDQWTXHVWLRQWKH $1'21,6$JHQF\DVNHGUHVSRQGHQWVWRSOHDVHLQGLFDWHRQDVFDOH RIWRUDWHKRZLPSRUWDQWHDFK RIWKHIDFWRUVWKDWPRWLYDWHSXUFKDVHEHKDYLRUDUHZKHQFKRRVLQJDÁRULVW 6HH$SSHQGL[3DUW & 2QHEHLQJWKHOHDVWLPSRUWDQW DQGÀYHEHLQJWKHPRVWLPSRUWDQW 7KHIDFWRUVWKDWKDGWKHKLJKHVW DYHUDJHUDWLQJZHUHTXDOLW\DWDQ DYHUDJHUDWLQJRIWKHQSULFH DWVHOHFWLRQDWDQGFRQYHQLHQFHDW 7KHOHDVWLPSRUWDQWZDVGHOLYHU\DW7KHVHWKLQJVWHOOXVD ORWDERXWRXUFRQVXPHU,WWHOOVXV WKH\ZDQWDJRRGSULFHRQWKHLU ÁRZHUSXUFKDVHVEXWWKH\DUHQRW ZLOOLQJWRVDFULÀFHTXDOLW\

)ORZHUV%\-HDQLHUHFHLYHGWKHVHFRQGPRVWDPRXQWRIUHFRJQLWLRQ RQO\EHLQJEHDWHQE\.URJHU·V)ORUDO'HSDUWPHQW SHUFHQWRIUHVSRQGHQWVDQVZHULQJ\HV:LWKWKLVLQIRUPDWLRQLW LVQHFHVVDU\IRUWKH$1'21,6 $JHQF\WRFUHDWHDZDUHQHVVRI )ORZHUV%\-HDQLHEHIRUHDQ\WKLQJHOVH&RQVXPHUVFDQQRW SXUFKDVHJRRGVDQGVHUYLFHVIURP DEXVLQHVVWKH\KDYHQHYHUKHDUG RIEHIRUH OBJECTIVE: To understand how much college students are ZLOOLQJWRSD\IRUÁRZHUV

2IWKRVHVXUYH\HGDOPRVWKDOI  UHVSRQGHGWKH\ZRXOG EHZLOOLQJWRSD\WRIRU OBJECTIVE: To determine if college students in Milledgeville, ÁRULVWÁRZHUV 6HH$SSHQGL[3DUW ' 2YHUSHUFHQW  DUH Ga. are aware of Flowers By RQO\ZLOOLQJWRVSHQGOHVVWKDQ Jeanie. RQÁRZHUVIURPDÁRULVW7ZHQW\ ,QRUGHUWRGHWHUPLQHWKLVVXUYH\ WZRSHUFHQWUHVSRQGHGWKDWWKH\ ZRXOGEHZLOOLQJWRVSHQGEHUHVSRQGHQWVZHUHDVNHGLWWKH\ KDYHKHDUGRI)ORZHUV%\-HDQLH WZHHQDQG2QO\VHYHQ SHUFHQWLVZLOOLQJWRVSHQGRYHU 2QO\SHUFHQWDQVZHUHG\HV IRUÁRULVWÁRZHUV 7KH.URJHU)ORUDO'HSDUWPHQW 6LQFHSULFHVHHPHGWREHDIDFFDPHÀUVWLQDZDUHQHVVZLWK

WRUWKH$1'21,6$JHQF\DVNHG LILQGLYLGXDOVZRXOGEHPRUHZLOOLQJWREX\ÁRZHUVLIWKH\ÀWLQWKH UHVSRQGHQW·VEXGJHW2IWKRVHZKR DQVZHUHGSHUFHQWUHSOLHG WKDWWKH\ZRXOGEX\PRUHÁRZHUV LIWKHLUEXGJHWDOORZHG2QO\ SHUFHQWVDLGWKH\ZRXOGQRW

RESEARCH SHOWS ‡&ROOHJHVWXGHQWVJHWDORWRILQIRUPDWLRQIURPWKH,QWHUQHW ‡$OPRVWSHUFHQWRISHRSOHKDYHQRW KHDUGRI)ORZHUV%\-HDQLH ‡&ROOHJHVWXGHQWVFXUUHQWO\EX\ÁRZHUV IURPJURFHU\VWRUHVRUVXSHUPDUNHWV ‡2QO\SHUFHQWKDYHSXUFKDVHGÁRZHUVLQWKHSDVW\HDU ‡&ROOHJHDJHGPDOHVSXUFKDVHÁRZHUV PRUHRIWHQWKDQFROOHJHDJHGIHPDOHV ‡LVWKHRSWLPXPSULFH


WHAT OUR PLAN IS

LEAD: MATT CHAMBERS


15

WHAT OUR PLAN IS TARGET MARKET 7KHWDUJHWPDUNHWIRUÁ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

CLIENT ANALYSIS

‡6XPPHUVDOHVGLSV ‡)DNHÁRZHUV ‡)UXLWEDVNHWVHGLEOHDUUDQJHPHQWV

OBJECTIVES ‡7RLQFUHDVHDZDUHQHVVRI)ORZHUV%\-HDQLHIURP SHUFHQWWRSHUFHQWDPRQJFROOHJHVWXGHQWV DJHLQ0LOOHGJHYLOOH*D ‡,QFUHDVH)ORZHUV%\-HDQLH·VVDOHVGXULQJWKH OHQJWKRIWKHFDPSDLJQ-XQHWRE\WUDFNLQJPRQWKO\VDOHVLQFUHDVH ‡+DYHSHUFHQWRIWKHWDUJHWDXGLHQFHZKRUHFHLYHGDFRXSRQUHGHHPHGLWLQWKHJLYHQWLPHSHULRG

STRATEGY :RUGVWKHWDUJHWDXGLHQFHZLOOOHDUQWRDVVRFLDWH ZLWK)ORZHUV%\-HDQLHLQFOXGHWUXVWZRUWK\TXDOLW\ FRQYHQLHQWIUHVKDQGXQLTXH 7KHPRVWLPSRUWDQWWKLQJWKHDXGLHQFHZLOOWDNH DZD\IURPWKHFRPPXQLFDWLRQVWUDWHJ\LVWKDW)ORZHUV%\-HDQLHZLOOSURYLGHTXDOLW\ÁRZHUVWKDWFDQEH RUGHUHGRQOLQHZLWKHDVH

Strengths ‡$YDULHW\RISURGXFWV ‡2QOLQHRUGHULQJ ‡7KRURXJKZHEVLWH ‡0RVWH[SHULHQFHGORFDOÁRULVW ‡$IIRUGDEO\SULFHG

‡7R&RQYLQFH&ROOHJHVWXGHQWVLQWKH 0LOOHGJHYLOOHDUHD  ‡7R%X\)ORZHUVIURP)ORZHUV%\-HDQLH

Weaknesses ‡/RZDZDUHQHVVDPRQJFROOHJHVWXGHQWV ‡3DVWDGYHUWLVLQJKDVQRWEHHQHIIHFWLYH ‡6PDOOKLGGHQIDFLOLWLHV ‡/RZVDOHVGXULQJVXPPHUPRQWKV ‡/RWVRIFRPSHWLWLRQERWKORFDOO\DQGQDWLRQDOO\ Opportunities ‡'HOLYHULHV ‡2QOLQH2UGHULQJ ‡:HEVLWH ‡/RWVRIH[SHULHQFH ‡&RPPXQLW\UHODWLRQVKLSV Threats ‡2WKHUORFDOÁRULVWV ‡1DWLRQDOUHWDLOHUV

‡%HFDXVH)ORZHUV%\-HDQLHRIIHUVXQLTXHKLJK TXDOLW\SURGXFWVEDFNHGE\\HDUVRIH[SHULHQFH

‡,QVWHDGRI.URJHURURWKHUORFDOÁRULVWV


WHAT WE WILL DO

LEAD: HALEIGH FINE ASSISTANT: AVERY CHRISTIAN


17

WHAT WE WILL DO CREATIVE BRIEF

WKHDXGLHQFHZLOOWDNHDZD\IURP WKHFRPPXQLFDWLRQVWUDWHJ\LVWKDW )ORZHUV%\-HDQLHZLOOSURYLGH 7KHREMHFWLYHRIWKLVFDPSDLJQ TXDOLW\ÁRZHUVWKDWFDQEHRUGHUHG LVWRLQIRUPFROOHJHVWXGHQWV DERXW)ORZHUV%\-HDQLHFUHDWLQJ RQOLQHZLWKHDVH 7KHFDPSDLJQZLOOUXQIURP DZDUHQHVVRILWVRQOLQHSUHVHQFH -XQHWR-XQHLQFRUSRDQGRUGHULQJRSWLRQVDVZHOODV UDWLQJVHDVRQDOLW\WRDFFRPSOLVK TXDOLW\ÁRZHUVDWDQDIIRUGDEOH WKHKLJKHVWSRVVLEOHUHDFK7KHDGV SULFHFRQYHQLHQWORFDWLRQDQG FRQWDLQEULJKWKDSS\FRORUVWRSXW H[SHULHQFHGVWDII IRUWKDIULHQGO\YLEHIRU)ORZHUV 7KHWDUJHWDXGLHQFHLVIHPDOH DQGPDOHFROOHJHVWXGHQWVDJHV %\-HDQLH7KHXVHRIÁRUDOYLVXDOVLVWRPDNHWKHSURGXFWFOHDULQ LQWKH0LOOHGJHYLOOHDUHD WKHYLHZHUV·PLQGDQGDIUDPLQJ :RUGVWKHWDUJHWDXGLHQFHZLOO IRUPDWWKDWUHPDLQVFRQVLVWHQWVR OHDUQWRDVVRFLDWHZLWK)ORZHUV YLHZHUVNQRZIURPÀUVWJODQFHLW %\-HDQLHLQFOXGHWUXVWZRUWK\ LVD)ORZHUV%\-HDQLHDGYHUWLVHTXDOLW\FRQYHQLHQWIUHVKDQG XQLTXH7KHPRVWLPSRUWDQWWKLQJ PHQW

STRATEGY ‡7R&RQYLQFH&ROOHJHVWXGHQWV LQWKH0LOOHGJHYLOOHDUHD  ‡7R%X\)ORZHUVIURP)ORZHUV %\-HDQLH ‡,QVWHDGRI.URJHURURWKHUORFDOÁRULVWV ‡%HFDXVH)ORZHUV%\-HDQLH RIIHUVXQLTXHKLJKTXDOLW\SURGXFWVEDFNHGE\\HDUV  RIH[SHULHQFH

LOGO 7KLVORJRZDVGHVLJQHGWREHVRIW FOHDQDQGFRPPXQLFDWHWKHVORJDQ ´<RXUQHLJKERUKRRGÁRULVWVLQFHµ 0V-DUUHWWPHQWLRQHGKHUIDYRULWH FRORUVDVUHGDQGRUDQJHVRWKHFRUDO ÁRZHUFRORULQFRUSRUDWHVERWK 7KHIRQWLVHDV\WRUHDGDQGZRUNV ZHOOZLWKWKHÁRZHULPDJHSODFHGWR WKHULJKWWRVXEWO\ZUDSWKHWH[WIRUPLQJDFRKHVLYHLPDJH 7KHORJRVWDQGVRXWDPRQJRWKHUÁRULVWORJRVSURYLGLQJ)ORZHUV%\-HDQLH DXQLTXHLPDJHDQGEUDQGWRVWDQGRXW


18

WHAT WE WILL DO

AWARENESS AD

ZLWKWKH&RORQQDGHUDWHFDUG WRJHWWKHPRVWUXQVZLWKVRWKH 7KHPDLQSXUSRVHRIWKLVDGLVWR DZDUHQHVVDGZLOOUXQ$XJXVW 6HSWHPEHU0DUFKDQG-DQXJHWWKHFROOHJHFRPPXQLW\DFTXDLQWHGZLWK)ORZHUV%\-HDQLH DU\7KHFRORUVXVHGLQWKLVDG DUHEULJKW\HOORZVDQGFRUDOFRORUV ,WZLOOUXQIRXUWLPHVWKURXJKRXW WKHVFKRRO\HDULQ7KH&RORQQDGH WRPDWFKWKHÁRZHULQWKHORJR 7KHEXOOHWSRLQWVDUHKROORZHG 7KH$1'21,6$JHQF\ZRUNHG

VALENTINE’S DAY AD 7KHPDLQSXUSRVHRIWKLVDGLV WRSURPRWH)ORZHUV%\-HDQLH DURXQGWKH9DOHQWLQH·V'D\KROLGD\GXULQJZKLFKÁRZHUVDUH PRVWFRPPRQO\SXUFKDVHG7KH JRDOLVIRUVWXGHQWVWRNQRZ)ORZ-

HUV%\-HDQLHSURYLGHVHDV\RUGHULQJIRUEXV\VWXGHQWV5HGDQG SLQNDUHWKHFRORUVXVHGLQWKLV DGWRFRPPXQLFDWHD9DOHQWLQH·V 'D\YLEH$SLFWXUHRIDURVHÁRUDO DUUDQJHPHQWWDNHQDW)ORZHUV%\ -HDQLHVKRZVDEHDXWLIXOH[DPSOH RIZKDW)ORZHUV%\-HDQLHFDQ

FLUFOHVWREHWWHUJUDEWKHUHDGHUV DWWHQWLRQ(DFKEXOOHWSRLQWFRPPXQLFDWHVZK\)ORZHUV%\-HDQLH LVWKHEHVWORFDOÁRULVWRSWLRQIRU VWXGHQWV7KHSLFWXUHXVHGLVRID XQLTXHÁRUDODUUDQJHPHQWWDNHQ DW)ORZHUV%\-HDQLHWRSURYLGHD GLUHFWH[DPSOHRIKHUSURGXFWV

GHOLYHU7KLVDGZLOOUXQ)HEUXDU\ DQG)HEUXDU\ULJKWEHIRUH 9DOHQWLQH·V'D\ZRUNLQJLQXQLVRQZLWKGLUHFWPDLORIIHUHGDWWKH HQGRI-DQXDU\7KLVDGVHUYHVDV DUHPLQGHUUHLQIRUFLQJ)ORZHUV %\-HDQLHDVWKHSODFHWRSXUFKDVH 9DOHQWLQH·V'D\ÁRZHUV


WHAT WE WILL DO

19

GRADUATION AD

ZLWKOLWWOHWH[WWRPDNHLWDQHDV\ YLVXDOWRWDNHLQ7KHWH[WDWWKH ERWWRPOHIWRIIHUVEDLWDQGVZLWFK WRJHWVWXGHQWVWKLQNLQJDERXWXVLQJ)ORZHUV%\-HDQLHWRSXUFKDVH ÁRZHUVIRUJUDGXDWLRQSDUWLHV

DIRECT MAIL

SXUFKDVHÁRZHUVIURPRXUFOLHQW GXULQJWKHXSFRPLQJ9DOHQWLQH·V 'D\KROLGD\7KHFRORUVXVHGDUH UHGVDQGSLQNVZLWKDJUHHQERUGHU WRPDNHWKHGLUHFWPDLODSSHDOLQJ WRERWKPDOHVDQGIHPDOHVZLWKRXWEHLQJRYHUO\IHPLQLQH

ODWLRQVWRWKH*HRUJLD&ROOHJHVWXGHQWFRPPXQLW\,WZLOOUXQLQ7KH &RORQQDGH$SULODQG$SULO 7KHPDLQSXUSRVHRIWKLVDGLV WRIXUWKHUWKHUHODWLRQVKLSEHWZHHQ ZKLFKZLOOUHDFKVWXGHQWVEHIRUH JUDGXDWLRQFHUHPRQLHVDQGSDUWLHV )ORZHUV%\-HDQLHDQGVWXGHQWV E\VKRZLQJVXSSRUWDQGFRQJUDWX- ,WVGHVLJQLVVLPSOHDQGDWWUDFWLYH

)ORZHUV%\-HDQLH)DFHERRNSDJH HQFRXUDJLQJWKHPWREHFRPHD IDQRU¶OLNH·WKHSDJHLQRUGHUWR 7KHSXUSRVHRIWKLVGLUHFWPDLO UHFHLYHDSHUFHQWGLVFRXQW7KLV LVWRRIIHUVWXGHQWVDGLVFRXQWRI SURPRWLRQDOSRVWFDUGZLOOEHGLVSHUFHQWRIIDQ\ÁRUDODUUDQJHWULEXWHGDWWKHHQGRI-DQXDU\VR PHQWDW)ORZHUV%\-HDQLH7KH SRVWFDUGZLOOGLUHFWVWXGHQWVWRWKH WKDWVWXGHQWVZLOOEHHQFRXUDJHGWR


20

WHAT WE WILL DO

MAGNET PROMOTIONS

DHVWKHWLFDOO\SOHDVLQJZLWKDVPDOO DPRXQWRIWH[WWRFRPPXQLFDWH FRQWDFWZHEVLWHDQG)DFHERRNLQ0DJQHWVRIIHUDFRQFUHWHUHPLQGHURI)ORZHUV%\-HDQLHWKDW IRUPDWLRQ7ZRWKRXVDQGPDJQHWV ZLOOEHSODFHGPRVWFRPPRQO\RQ ZLOOEHSULQWHGKDOIGLVWULEXWHGWR WKHUHIULJHUDWRUUHFHLYLQJUHSHDWHG VWXGHQWDSDUWPHQWFRPSOH[HVDQG H[SRVXUH7KHGHVLJQLVFOHDQDQG WKHRWKHUKDOIJLYHQWRRXUFOLHQWWR

DFFRPSDQ\SXUFKDVHV7KHUDWLRQDOHIRUSURYLGLQJPDJQHWVZLWK SXUFKDVHVLVVRWKDWFXUUHQWXVHUV ZLOODOVRKDYHHDV\DFFHVVWRD IULHQGO\UHPLQGHUWKXVHQFRXUDJLQJUHSHDWSXUFKDVLQJ

$Q\WLPHLVWKHULJKWWLPHIRUÁRZHUV)ORZHUV%\-HDQLHRIIHUVDODUJHVHOHFWLRQRITXDOLW\IUHVKÁRZHUVIRUDQ\RFFDVLRQRUMXVWWRVD\¶,FDUH·7KHUHDUH ÁRUDODUUDQJHPHQWVDYDLODEOHIRUDOORFFDVLRQVLQFOXGLQJELUWKGD\VWKDQN\RXV DQQLYHUVDULHVDQGPRUH)ORZHUVFDQDOZD\VKHOS\RXVD\ZKDW\RXPHDQDQG EULJKWHQVRPHRQH·VGD\:LWK\HDUVRIH[SHULHQFH\RXNQRZ\RXFDQWUXVW )ORZHUV%\-HDQLHWRKHOS\RX9LVLWRXUZHEVLWHDWZZZÁRZHUVE\MHDQLHFRPRU ÀQGXVRQ)DFHERRN)ORZHUV%\-HDQLH³\RXUQHLJKERUKRRGÁRULVWVLQFH

Z97 RADIO AD

HQFH 7KLUWHHQUDGLRDGVZLOOUXQ WKURXJKRXWWKHPRQWKRI2FWREHU 7KLVDGZLOOHQFRXUDJHÁRZHU SXUFKDVLQJDVDVSHFLDOJLIWIRUDQ\ DWWKHHQGRIWKHZHHN )ULGD\ RFFDVLRQRUQRRFFDVLRQDWDOO%\ WKURXJK6DWXUGD\ WRUHDFKSRWHQWLDOFXVWRPHUVZKRDUHPRUHOLNHO\ PHQWLRQLQJKROLGD\VWKDWGRQRW WREHWKLQNLQJRIÁRZHUVDVWKH KDYHDVSHFLÀFGHVLJQDWHGGDWH ZHHNHQGDSSURDFKHV WKHDGDSSHDOVWRDEURDGHUDXGL-

7KHFKRLFHRI=ZDVPDGH EDVHGRQQXPEHURIOLVWHQHUV= KDVPRUHOLVWHQHUVWKDQDQ\RWKHU VWDWLRQLQ0LGGOH*HRUJLD7KHVH DGVZLOOUHDFKFROOHJHVWXGHQWV DVZHOODVWKHHQWLUHSRSXODWLRQ RI0LOOHGJHYLOOHDQGVXUURXQGLQJ DUHDV


WHAT WE WILL DO

FACEBOOK PAGE & LIKE

PDNHDFRQQHFWLRQEHWZHHQ)ORZHUV%\-HDQLHDQG)DFHERRND %HLQJWKDW)ORZHUV%\-HDQLHLV VLWHWKH\DUHDOUHDG\IDPLOLDUZLWK )DFHERRNZLOOVHUYHDVDPLGGOH RQHRIWKHIHZÁRULVWVLQ0LOOHGJHYLOOHZLWKDZHEVLWHWKHLQWHQWLV PDQEHWZHHQWKHVWXGHQWDQGWKH )ORZHUV%\-HDQLHSK\VLFDOZHEWRHPSKDVL]HWKHRQOLQHRUGHULQJ RSWLRQDVZHOODVH[WHQGKHU,QWHU- VLWH7KH)DFHERRNSDJHZLOOEH PRVWHIIHFWLYHLIXSGDWHGUHJXODUQHWSUHVHQFHWR)DFHERRN&UHDWO\SURYLGLQJSLFWXUHVRISURGXFWV LQJDSDJHRQ)DFHERRNZLOOEH IUHHIRUWKHFOLHQWDQGSXW)ORZHUV SURPRWLRQVDQGJHQHUDOVWRUH %\-HDQLHGLUHFWO\XQGHUVWXGHQWV· LQIRUPDWLRQ7KHSDJHPD\DOVR EHQHÀWIURPLQWHUDFWLYHSRVWVVXFK ÀQJHUWLSVJLYHQWKHYDVWXVDJH RIWKLVVRFLDOPHGLDRXWOHW7KRVH DVWULYLDTXHVWLRQVRUSROOVZKHUH ZKRVHHWKHDGVZLOOLPPHGLDWHO\ WKHYLHZHUFRXOGSDUWLFLSDWHJLY-

PRODUCT PLACEMENT 3ODFLQJÁRUDODUUDQJHPHQWVLQGRZQWRZQKRWVSRWV ZLWKDODUJHDPRXQWRIIRRW WUDIÀFSURYLGHVDGLUHFW H[DPSOHRI)ORZHUV%\ -HDQLH·VXQLTXHSURGXFWV %\LQFRUSRUDWLQJSURGXFW SODFHPHQWLQ7KH%ULFN([WUDRUGLQDLOU\DQG%ODFNELUG &RIIHH)ORZHUV%\-HDQLHLV JXDUDQWHHGWRUHDFKVWXGHQWV DVZHOODVWKH0LOOHGJHYLOOH FRPPXQLW\UHPLQGLQJWKHP RIKHUEXVLQHVVDVDVXSSRUWLYHIULHQGO\ÁRULVW )ORUDODUUDQJHPHQWVLQ WKHVHVWRUHVZLOODWWUDFWDW-

WHQWLRQDQGEHDFFRPSDQLHG E\EXVLQHVVFDUGVVRYLHZHUV ZLOOKDYHDOORIWKHFRQWDFW LQIRUPDWLRQQHHGHGIRU ÁRZHUSXUFKDVLQJ 0V-DUUHWWZLOOEHDEOHWR FXVWRPL]HWKHVL]HÁRZHUVDQGDUUDQJHPHQWVWRKHU OLNLQJ'HSHQGLQJRQKHU EXGJHWIRUWKDWPRQWK0V -DUUHWWZLOOEHDEOHWR´JR ELJJHUµDQGSXWRXWPRUH H[WUDYDJDQWDUUDQJHPHQWV GXULQJWLPHVZKHQVKHFDQ DIIRUGWR$QGGXULQJWLJKWHU EXGJHWV0V-DUUHWWFDQSXW RXWFKHDSHU\HWVWLOOKLJK TXDOLW\DUUDQJHPHQWVIRUDOO WRVHH

21

LQJ)ORZHUV%\-HDQLHDJULSRQ KRZPDQ\SHRSOHDUHYLVLWLQJ 7KLVFRPELQHGZLWKWKH¶OLNH· EXWWRQZLOOSURYLGHDVXIÀFLHQW IHHGEDFNVRXUFHIRU)ORZHUV%\ -HDQLH,QDGGLWLRQWKH9DOHQWLQH·V 'D\DQG*UDGXDWLRQDGVLQ7KH &RORQQDGHZLOOHQFRXUDJHVWXGHQWVWREHFRPHDIDQRU¶OLNH·WKH )ORZHUV%\-HDQLHSDJHLQRUGHUWR UHFHLYHDSHUFHQWGLVFRXQW0V -DUUHWWZLOOEHDEOHWRPHDVXUHWKH QXPEHURIIDQVDQGWKRVHUHFHLYLQJWKHGLVFRXQW


22

WHAT WE WILL DO

EXTENDED BUDGET CREATIVE

EXGJHW 7KHH[WUDSURGXFWSODFHPHQWV ZLOOIXUWKHUWKHLPSDFWRISODFLQJ :KLOHWKH$1'21,6$JHQF\ DUUDQJHPHQWVDURXQGWLPH7KHVH LVFRQÀGHQWWKDWWKHSUHYLRXV DUUDQJHPHQWVZLOOEHVHHQE\ FUHDWLYHZLOOEHPRUHWKDQVXIÀFLHQWWRUHDFKWKHREMHFWLYHIRUWKH PDQ\DQGZLOOKDYHLQIRUPDWLRQ FDPSDLJQWKHIROORZLQJLWHPVDUH UHJDUGLQJ)ORZHUVE\-HDQLH 7KH=UDGLRDGZLOOIXUWKHUUHFUHDWLYHSLHFHVIRUWKHH[WHQGHG

PLQGFRQVXPHUVRIWKH9DOHQWLQH·V RSWLRQVDW)ORZHUVE\-HDQLH 7KHELOOERDUGZLOOEHWKHPRVW H[SHQVLYHSLHFHRIWKHH[WHQGHG EXGJHWEXWLWZLOODOVRKDYHWKH PRVWH\HWUDIÀFDQGLPSDFWDFURVV WKHFRPPXQLW\

/RRNLQJIRUWKHSHUIHFWZD\WRVKRZ\RXUORYHGRQHKRZ\RXIHHO")ORZHUVDUH DOZD\VDJUHDWZD\WRJR:LWK)ORZHUV%\-HDQLH\RXFDQFKRRVHIURPDYDULHW\ RIIUHVKTXDOLW\ÁRZHUVDWSULFHVWKDWDUHDIIRUGDEOHIRUDQ\EXGJHW)ORZHUV%\ -HDQLHKDVEHHQVHUYLQJFXVWRPHUVIRU\HDUVVR\RXNQRZ\RXFDQWUXVWWKHP WRPDNHWKLV9DOHQWLQH·V'D\RQHWRUHPHPEHU2UGHURQOLQHDWZZZÁRZHUVE\MHDQLHFRPDQGÀQGXVRQ)DFHERRN:LWKDTXLFNHDV\SXUFKDVHSURFHVVWKHUH·V QRUHDVRQ\RXFDQ·WRUGHU\RXUVSHFLDOVRPHRQHWKHÁRZHUVWKH\GHVHUYH

VALENTINE’S RADIO AD

$JDLQXVLQJ=ZLOOUHLQIRUFH WKHLGHDRI)ORZHUV%\-HDQLHWR 7KLV9DOHQWLQH·V'D\DGZLOOUXQ ORFDOVDVZHOODVFROOHJHVWXGHQWV ,IFRQVXPHUVKHDUGWKHRULJLQDO WKHODVWZHHNRI-DQXDU\WKURXJK UDGLRDGRQ=WKLVZLOORQO\DFW WKHÀUVWWZRZHHNVRI)HEUXDU\ WRUHPLQGOLVWHQHUVRI)ORZHUV%\ DVDQRWKHUUHPLQGHURIWKHORFDO -HDQLHDVWKHEHVWSODFHIRU9DOHQ- ÁRULVWDQGLWVRSWLRQV .URJHUDQGRWKHUÁRULVWVXVH WLQH·V'D\DUUDQJHPHQWV

VALENTINE’S PLACEMENT

WKHKROLGD\DQGKHUÁRZHUV $JDLQWKHORFDWLRQVVL]H -XVWDVEHIRUHSODFLQJUHDO DQGW\SHRIDUUDQJHPHQWV FDQDOOEHFXVWRPL]HGE\ DUUDQJHPHQWVDURXQGWRZQ ZLOOSURYLGH0V-DUUHWWZLWK 0V-DUUHWW 7KHDUUDQJHPHQWVVKRXOG DUHODWLYHO\LQH[SHQVLYHRSWLRQWRGUDZDWWHQWLRQWRKHU EHWKHW\SLFDORQHVWKDW ORYHUVRUGHUIRU9DOHQWLQH·V ZRUNDQGEXVLQHVV 'XULQJWKHHQGRI-DQXDU\ 'D\IRUWKHEHVWDIIHFWEXW DQGEHJLQQLQJRI)HEUXDU\ VKRXOG0V-DUUHWWZDQWWR 0V-DUUHWWVKRXOGSODFHRXW SODFHRXWVRPHWKLQJGLIIHUHQWWKDWZRXOGEHMXVWDVHI9DOHQWLQH·V'D\DUUDQJHPHQWVDURXQGWKHFRPPXQL- IHFWLYH7KHVHORFDODUUDQJW\WRKHOSGUXPXSK\SHIRU PHQWVVKRXOGGUDZDWWHQWLRQ

UDGLRDGYHUWLVHPHQWVDURXQGWKH VDPHWLPHWRWU\DQGGUDZLQ FRPPXWHUVRQWKHLUZD\WRRU IURPZRUN7KLVDGZLOOGRWKH VDPHWKLQJEXWZLWKDPXFKPRUH IDPLOLDUIHHOVLQFH)ORZHUV%\ -HDQLHZLOOKDYHDGYHUWLVHGRQWKH UDGLREHIRUHWKLV


WHAT WE WILL DO

BILLBOARD 7KHELOOERDUGZLOOEHSODFHGDW WKHLQWHUVHFWLRQRI0DUWLQ/XWKHU .LQJ-XQLRU'ULYHDQG+LJKZD\ WREHLQFORVHUHODWLRQWR WKHVWRUHSRLQWLQJFRQVXPHUVWR )ORZHUV%\-HDQLH 7KHVLPSOHGHVLJQLVPHDQWWR LQVWDQWO\EHUHDGZKLOHGULYLQJ,W

DVVRFLDWHVVRPHWKLQJH[WUHPHO\ SRVLWLYH ORYH ZLWK)ORZHUV%\ -HDQLH 7KHVLPSOLFLW\RIWKHELOOERDUG ZLOOPDNHLWVWDQGRXWDPRQJWKH GULYH%\XVLQJORWVRIZKLWHVSDFH DQGPLQLPDOWH[WWKHPHVVDJHDQG ORJRKDYHDEHWWHUFKDQFHRIVWD\LQJLQDFRQVXPHU·VPLQG 'XULQJWKHWZRZHHNVWKHELOO-

23

ERDUGLVXSDQ\RQHZKRGULYHVE\ ZLOOLQVWDQWO\NQRZZKHUHWRÀQG WKHÁRZHUVKRS6LQFH)ORZHUV%\ -HDQLHLVVOLJKWO\KLGGHQWKHDUURZ ZLOOKHOSJXLGHORVWFRQVXPHUV :KLOHWKHELOOERDUGGRHVQ·W GLUHFWO\WDUJHWFROOHJHVWXGHQWVLW ZLOOKLWWKHPDVZHOODVWKHUHVWRI WKHJHQHUDOSRSXODWLRQGXULQJWKH WZRZHHNVLWLVXS


LEAD: BROOKE BROOKINS ASSISTANT: HALEIGH FINE

WHAT IT WILL COST


25

WHAT IT WILL COST OBJECTIVES

BUDGET BREAKDOWN

‡7RSURYLGHDEUHDNGRZQDQGUHDVRQLQJIRU WKHDPRXQWRIPRQH\³ERWKDFWXDODQGSURSRVHG³WKDWZLOOEHVSHQWGXULQJWKHOHQJWKRI FDPSDLJQRQH\HDU

Quarter page Colonnade Ads  $XJXVW  )UHH6HSWHPEHU  -DQXDU\  )HEUXDU\  )HEUXDU\  0DUFK  )UHH$SULO  $SULO

‡7RRXWOLQHZKHUHWKHPRQH\ZLOOEHVSHQWWR UHDFKHDFKFUHDWLYHREMHFWLYH

OVERVIEW 7KHIROORZLQJEXGJHWLQFOXGHVHVWLPDWHVIRU DGYHUWLVLQJSURPRWLRQVDQGSXEOLFUHODWLRQV WKDWZLOODVVLVWLQUHDFKLQJWKHFUHDWLYHREMHFWLYHVIRU)ORZHU·V%\-HDQLHWKURXJKRXWWKLV \HDUORQJFDPSDLJQ-XQHWKURXJK-XQH  7KHPRVWEHQHÀFLDOPHGLDDQGSURPRWLRQDO RXWOHWVZHUHFKRVHQZLWKRXUEXGJHW WRUHDFKRXUWDUJHWDXGLHQFHRIFROOHJHVWXGHQWVDJHVLQWKH0LOOHGJHYLOOHDUHD 7KLVEXGJHWZDVFUHDWHGLQVXFKDZD\WKDW WKHFOLHQWKDVDVWHSE\VWHSJXLGHDVWRZKHQ DQGZKHUHVKHVKRXOGDGYHUWLVHWKURXJKRXW WKH\HDUORQJFDPSDLJQ7KHFOLHQWDOVRKDV WKHRSSRUWXQLW\WRLQFUHDVHWKHEXGJHWE\DQ DGGLWLRQDOLIQHFHVVDU\ 7KH$1'21,6$JHQF\GHYHORSHGWKH EXGJHWWRHQVXUHERWKWKHWDUJHWDXGLHQFH DQGFUHDWLYHREMHFWLYHVZHUHPHWE\XVLQJ WKHWDVNREMHFWLYHPHWKRG5HVHDUFKUHVXOWV UHYHDOHGWKDWFRQVXPHUVDUHPRVWFRQFHUQHG ZLWKWKHTXDOLW\DQGSULFHZKHQSXUFKDVLQJ ÁRZHUV7RDFKLHYHWKLVREMHFWLYHWKHPHGLDSODQQHHGVWRVXFFHVVIXOO\UHDFKFROOHJH VWXGHQWVDJHVWRLQWKH0LOOHGJHYLOOH DUHD,QRUGHUWRHQVXUHUHWDLQHGDZDUHQHVV DSSUR[LPDWHO\FROOHJHVWXGHQWVOLYLQJ LQ0LOOHGJHYLOOHZLOOEHH[SRVHGWR)ORZHU·V E\-HDQLHDPLQLPXPRIWKUHHWLPHVEHWZHHQ -XQHDQG0D\ 7KH$1'21,6$JHQF\KDVGHYHORSHGD FDPSDLJQWRHQVXUHWKHH[HFXWLRQRIWKHREMHFWLYHVDUHPHWZLWKERWKWKHSURSRVHGDQG H[WHQGHGEXGJHW

Thirty-second Z97 Ads  DGVLQ2FWREHUDLUHGRQ= Direct Mail Postcards  WRWDOVHQWWRORFDODSDUWPHQWVDQG FDPSXVUHVLGHQWVLQ-DQXDU\ Product Placement Arrangements  7ZRDUUDQJHPHQWVSODFHGDW%ODFNELUG  &RIIHHDQG7KH%ULFNLQ0DUFK Customized Magnets  VHQWWRDSDUWPHQWVLQ$XJXVW Facebook Fan Page  &UHDWHGIRUSXEOLFXVHDQGEHQHÀW Total

MAGNETS

STRATEGY

$IWHUFRQVLGHULQJDOODVSHFWVRIWKHEXVLQHVV DQGVSHDNLQJZLWKWKHRZQHU0V-DUUHWWLW ZDVWKHRSLQLRQRIWKH$1'21,6$JHQF\ WKDW)ORZHU·V%\-HDQLHZRXOGEHPRVWVXFFHVVIXOZLWKDFDPSDLJQUHDFKLQJFROOHJHVWXGHQWVDJHVWRLQWKH0LOOHGJHYLOOHDUHD 6XUYH\VWDWLVWLFVVKRZWKDW ‡SHUFHQWRIFROOHJHVWXGHQWVLQ0LOOHGJHYLOOHXVHWKH,QWHUQHWIRUWKHLUPDLQ VRXUFHRILQIRUPDWLRQ ‡4XDOLW\DQGSULFHDUHWKHWZRPRVWLPSRUWDQWIDFWRUVWKDWPRWLYDWHSXUFKDVHLQÁRZHUVZLWKFROOHJHVWXGHQWVLQ0LOOHGJHYLOOH

Colonnade Ads

Colonnade Ads Magnets

Z97 Ads

Direct Mail

Placement

J UNE J ULY A UGUST S EPTEMBER O CTOBER N OVEMBER D ECEMBER || J ANUARY F EBRUARY M ARCH A PRIL M AY


26

WHAT IT WILL COST PROPOSED BUDGET

PROPOSED BUDGET BREAKDOWN

7KH$1'21,6$JHQF\IHHOVWKDWWKHREMHFWLYHVFRXOGEHUHDFKHGZLWKWKHEXGJHW RIEXWVXJJHVWVLQFUHDVLQJWKHEXGJHWE\ZRXOGHQKDQFHWKHFDPSDLJQ DQGUHDFKPRUHRIWKHWDUJHWDXGLHQFHZLWK  %\LQFUHDVLQJWKHEXGJHWDQRXWGRRUELOOERDUGFRXOGEHSXUFKDVHG=UDGLRDGYHUWLVHPHQWVZRXOGEHLQFUHDVHGDQGPRUH SURGXFWSODFHPHQWZRXOGEHXVHG7KHVH DGGLWLRQVZRXOGUHDFKPRUHLQGLYLGXDOVZKLOH LQFUHDVLQJWKHSRVVLELOLW\RIDWOHDVWWKUHH H[SRVXUHVIRUWKHWDUJHWDXGLHQFH

Quarter page Colonnade Ads  $XJXVW  )UHH6HSWHPEHU  -DQXDU\  )HEUXDU\  )HEUXDU\  0DUFK  )UHH$SULO  $SULO

ADDED OPTIONS 7KHDGGLWLRQVWRWKHPHGLDSODQZRXOGEH PRUHUDGLRDGVRQ=PRUHSURGXFWSODFHPHQWDUUDQJHPHQWVDQGDQRXWGRRUELOOERDUG 7KHQHZ=DGVZRXOGEHVSRWDGVSOD\HG GXULQJWKHGD\LQWKHZHHNVOHDGLQJXSWR 9DOHQWLQH·V'D\7KHDGVZRXOGIRFXVRQWKH ELJGD\ZKLOHSURPRWLQJ)ORZHUV%\-HDQLH·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

Thirty-second Z97 Ads  DGVLQ2FWREHUDLUHGRQ=DQG  DGVLQ-DQXDU\IRFXVLQJRQ9DOHQ  WLQH·V'D\ Outdoor Billboard  7KH ELOOERDUG ZRXOG EH SODFHG RQ WKH ULJKWKDQGVLGHRI1RUWK&ROXPELD6WIRUWZR ZHHNVGXULQJ$XJXVW Direct Mail Postcards  WRWDOVHQWWRORFDODSDUWPHQWVDQG FDPSXVUHVLGHQWVLQ-DQXDU\ Product Placement Arrangements  )RXUDUUDQJHPHQWVSODFHGDW%ODFN  ELUG&RIIHH([WUDRUGL1$,/U\   (LQVWHLQ%URV%DJHOVDQG7KH%ULFNLQ MAGNETS March Customized Magnets  VHQWWRDSDUWPHQWVLQ$XJXVW Facebook Fan Page  &UHDWHGIRUSXEOLFXVHDQGEHQHÃ&#x20AC;W Total

Colonnade Ads

Colonnade Ads Billboard Magnets

Z97 Ads

Z97 Ads Direct Mail

Placement

J UNE J ULY A UGUST S EPTEMBER O CTOBER N OVEMBER D ECEMBER || J ANUARY F EBRUARY M ARCH A PRIL M AY


WHERE IT WILL GO

LEAD: AVERY CHRISTIAN ASSISTANT: DIANE HEATH


28

WHERE IT WILL GO AUDIENCE STRATEGY

MEDIA PATTERN

7RGHOLYHUDQHIIHFWLYHFDPSDLJQWRWKH WDUJHWDXGLHQFHRIPDOHDQGIHPDOHFROOHJH VWXGHQWVDJHVWRORFDWHGLQWKH0LOOHGJHYLOOHDUHDLQFUHDVLQJDZDUHQHVVRI)ORZHUV %\-HDQLHLQFOXGLQJRQOLQHSUHVHQFHXQLTXH TXDOLW\ÁRZHUVH[SHULHQFHGVWDIIDQGFRQYHQLHQWORFDWLRQ

7RGHOLYHUDGYHUWLVLQJSURPRWLRQDODQG SXEOLFUHODWLRQVHIIRUWVLQDFRQWLQXLW\DQG SXOVLQJSDWWHUQWRDOORZWKHWDUJHWDXGLHQFH WREHH[SRVHGWKURXJKRXWWKH\HDUZLWKDQ HPSKDVLVRIH[WUDHIIRUWVGXULQJWKHIROORZLQJ PRQWKV$XJXVW-DQXDU\DQG)HEUXDU\

GEOGRAPHY STRATEGY 7RGHOLYHUDGYHUWLVLQJDQGSURPRWLRQVWR WKHWDUJHWJHRJUDSKLFDODUHDVXUURXQGLQJ 0LOOHGJHYLOOHZLWKDQHPSKDVLVRQ%DOGZLQ &RXQW\

SEASONALITY STRATEGY 7RGHOLYHUDGYHUWLVLQJSURPRWLRQVDQGSXEOLFUHODWLRQVWKURXJKRXWRQH\HDUORQJFDPSDLJQ-XQHWKURXJK-XQHWRWKH WDUJHWDXGLHQFH0V-DUUHWWKDVWKHRSWLRQWR FKDQJHWKHGDWHVEXWQRPDWWHUWKHVWDUWGDWH WKHFDPSDLJQVKRXOGODVWRQHIXOO\HDU

COST STRATEGY 7RPD[LPL]HUHDFKRIWKHWDUJHWDXGLHQFH ZLWKLQWKHEXGJHW,QWHUPVRI&RVW3HU7KRXVDQGZHZLOOSD\PRUHWKDQXVXDOEHFDXVH WKHWDUJHWDXGLHQFHLVFROOHJHVWXGHQWV7KH $1'21,6$JHQF\LVDLPLQJWRVWD\EHORZ SHUFRQVXPHUV

MEDIUMS 7RPHHWDOOWKHVHVWUDWHJLHVWKH$1'21,6 $JHQF\VXJJHVWVXVLQJWKHIROORZLQJPHGLXPVQHZVSDSHUUDGLRGLUHFWPDLOSURGXFW SODFHPHQWPDJQHWVELOOERDUGVDQG)DFHERRN

7KHDUHDVVKDGHGLQJUHHQUHSUHVHQWZKHQDGYHUWLVHPHQWVZLOOEHLQSODFH7KH ZKLWHDUHDVUHSUHVHQWZKHQQRDGYHUWLVHPHQWVZLOOEHXVHG7KHJUHHQDQGZKLWH VWULSHGDUHDVLQGLFDWHZKHUHH[SRVXUHWRVSHFLÀFPHGLDLVFRQVLVWHQWDQGFRQWLQXRXVEXWQRWQHFHVVDULO\DFFRPSDQLHGE\ELJSXVKHVRUSXOVHVGXULQJFHUWDLQ WLPHV




29

WHERE IT WILL GO THE COLONNADE 7KH&RORQQDGH*HRUJLD&ROOHJH·VVWXGHQWQHZVSDSHULVSXW RXWHYHU\ZHHNRQWKH*HRUJLD &ROOHJHFDPSXV 7KHSDSHULVVHHQE\DOPRVW HYHU\RQHDW*HRUJLD&ROOHJH7R UHDFKFROOHJHVWXGHQWVWKH$1'21,6$JHQF\UHFRPPHQGVXVLQJ7KH&RORQQDGHDGVUHJXODUO\ 7KHUHDUHVRPHDGYDQWDJHVWR XVLQJDQHZVSDSHUV$QDGYDQWDJHLVWKDWH[SRVXUHLVQRWOLPLWHG VLQFHUHDGHUVFDQJREDFNWRWKH DG$QRWKHUDGYDQWDJHLVWKDWWKH DGFDQEHFXVWRPL]HGGHSHQGLQJ RQZKHQLWUXQV 7KHUHDUHDOVRVRPHGLVDGYDQWDJHVWRXVLQJWKHQHZVSDSHU 7KHDGVRQO\KDYHDZHHNORQJ VKHOIOLIHDQGVRPHWLPHVDGVRQ WKHVDPHSDJHFRPSHWHZLWKHDFK RWKHU

Z97 =UHDFKHVDOORI0LGGOH*HRUJLDPDNLQJLWWKHSHUIHFWUDGLR VWDWLRQWRDGYHUWLVHRQ7KH VHFRQGFRPPHUFLDOVGXULQJWKH ZHHNHQGZLOOUHPLQGFRQVXPHUVRI)ORZHUV%\-HDQLHZKLOH WKH\·UHLQWKHFDU7KHPDLQ DGYDQWDJHRIUDGLRLVWKDWOLVWHQHUVDUHDOUHDG\RXWVRWKH\FRXOG VZLQJ%\)ORZHUVE\-HDQLH7KH GLVDGYDQWDJHLVWKDWWKH\FDQRQO\ EHLQWKHLUFDUWRKHDUWKHDG

Date $XJXVW 6HSWHPEHU -DQXDU\ )HEUXDU\ )HEUXDU\ 0DUFK $SULO $SULO

Size

Cost

Cost per 1000

4XDUWHUSDJH   4XDUWHUSDJH   4XDUWHUSDJH   4XDUWHUSDJH   4XDUWHUSDJH   4XDUWHUSDJH   4XDUWHUSDJH   4XDUWHUSDJH   7RWDO&RVW$YHUDJH&RVWSHU

Date

Length

Cost

Cost per 1000

2FWREHU 2FWREHU 2FWREHU 2FWREHU 2FWREHU 2FWREHU 2FWREHU 2FWREHU 2FWREHU 2FWREHU 2FWREHU 2FWREHU 2FWREHU

VHFRQGV VHFRQGV VHFRQGV VHFRQGV VHFRQGV VHFRQGV VHFRQGV VHFRQGV VHFRQGV VHFRQGV VHFRQGV VHFRQGV VHFRQGV

            

            

7RWDO&RVW$YHUDJH&RVWSHU


30

WHERE IT WILL GO DIRECT MAIL

%\XVLQJGLUHFWPDLOFRQVXPHUV ZLOOEHGLUHFWO\HQJDJHGZLWKWKH EUDQG (YHU\UHVLGHQWRIWKHORFDODSDUWPHQWVZLOOUHFHLYHRQHRIWKHVH 7KHDGYDQWDJHRIGLUHFWPDLOLV WKDWLW·VWDUJHWHGRQO\WRWKHDXGLHQFHZDQWHG$QRWKHUDGYDQWDJH LVWKDWWKHHIIHFWLYHQHVVFDQHDVLO\ EHPHDVXUHG 'LVDGYDQWDJHVDUHWKDWFRQVXPHUVVRPHWLPHVUHDFWQHJDWLYHO\WR DGVLQWKHPDLO'LUHFWPDLOLVDOVR PRUHH[SHQVLYHWKDQRWKHUDGV 7KHSRVWFDUGVLQ-DQXDU\ZLOODFW DVUHPLQGHUVWRFROOHJHVWXGHQWV 5HPLQGLQJWKHPDPRQWKEHIRUH 9DOHQWLQH·V'D\LVFUXFLDOWRJHW WKRVHVDOHV

Date

Size

Cost

Cost per 1000

-DQXDU\

3RVWFDUG





7RWDO&RVW$YHUDJH&RVWSHU

MAGNETS 0DJQHWVDUHVLPLODUWRGLUHFW PDLOLQWKHVHQVHWKDWWKH\GLUHFWO\ HQJDJHFRQVXPHUVZLWKWKHEUDQG 7KHPDLQGLIIHUHQFHDQGDGYDQWDJHLVWKDWPDJQHWVKDYHORQJ VWD\LQJSRZHU 7KH&RVWSHUIRUPDJQHWV LVH[WUHPHO\KLJKHYHQRYHURXU JRDOEXWLIWKHPDJQHWVDUHRXW \HDUURXQGLWLVRQO\SHU  0DJQHWVSURYLGHDFRQVWDQW UHPLQGHUWRFRQVXPHUVRI)ORZHUV %\-HDQLH

Date

Size

Cost

Cost per 1000

$XJXVW

0DJQHW





7RWDO&RVW$YHUDJH&RVWSHU


31

WHERE IT WILL GO BILLBOARD 8VLQJDELOOERDUGZLOOUHDFKD KXJHDPRXQWRIFRQVXPHUVGHVSLWHRQO\EHLQJXSIRUWZRZHHNV (YHU\GULYHURQ1&ROXPELD6W ZLOOEHH[SRVHGWRWKHELOOERDUG DQG)ORZHUVE\-HDQLH 7KHFRVWLVREYLRXVO\WKHODUJHVW RYHUDWKLUGRIWKHEXGJHWEXWLW ZLOODOVRKDYHWKHODUJHVWQXPEHU RIH[SRVXUHV :KLOHWKHELOOERDUGFDQQRWRQO\ WDUJHWFROOHJHVWXGHQWVLWLVDVVXPHGWKDWFROOHJHVWXGHQWVZLOO EHLQFOXGHGLQWKHFRQVXPHUVWKDW VHHWKHELOOERDUG3ODFLQJWKHELOOERDUGRQWKHPDLQURDGLQ0LOOHGJHYLOOHLQFUHDVHVWKHFKDQFHVRI WKHWDUJHWDXGLHQFHVHHLQJLW

Date

Size

Cost

Cost per 1000

$XJXVW

%LOOERDUG





7RWDO&RVW$YHUDJH&RVWSHU


HOW WELL DID IT GO

LEAD: BROOKE BROOKINS ASSISTANT: HALEIGH FINE


33

HOW WELL DID IT GO OVERVIEW

EXPECTED RESULTS

7KLVHYDOXDWLRQVHFWLRQZLOOFRQWDLQ DSODQWRGRFXPHQWKRZWKHFDPSDLJQ VKRXOGEHHYDOXDWHGE\0V-DUUHWWDIWHU RQH\HDU,WZLOOHVWDEOLVKERWKTXDQWLWDWLYHDQGTXDOLWDWLYHJRDOVIRUHDFKFUHDWLYH REMHFWLYH7KHHYDOXDWLRQZLOOGHWHUPLQH ZKHWKHUWKHHVWDEOLVKHGREMHFWLYHVZHUH DFKLHYHGDIWHUDSHULRGRIRQH\HDU

7KHHYDOXDWLRQUHVXOWVVKRXOGSURGXFHWKHIROORZLQJ



Â&#x2021;$QLQFUHDVHLQWKHQXPEHURISXUFKDVHWUDQVDFWLRQVDW )ORZHUV%\-HDQLH Â&#x2021;$WOHDVWSHUFHQWRIGLVWULEXWHGFRXSRQVUHGHHPHG ZLWKLQWKHJLYHQWLPHSHULRG Â&#x2021;$QLQFUHDVHLQDZDUHQHVVRI)ORZHUV%\-HDQLHDPRQJ FROOHJHVWXGHQWVDJHVWRLQWKH0LOOHGJHYLOOH$UHD IURPSHUFHQWWRSHUFHQW$QLQFUHDVHRIUHWXUQ FXVWRPHUVDW)ORZHUV%\-HDQLH

OBJECTIVE ONE

OBJECTIVE TWO

To determine if Flowers By Jeanieâ&#x20AC;&#x2122;s sales increased during the length of the campaign, June 2011 to 2012, by tracking monthly sales increase.

To determine if 25 percent of the target audience who received a coupon redeemed it in the given time period.

Tactic:7KLVREMHFWLYHZLOOEHHDV\WRDVVHVVEHFDXVHWKHFOLHQWZLOOKDYHWKHQXPEHUV UHFRUGHGWKURXJKVDOHVRQÃ&#x20AC;OH0V-DUUHWW FDQHDVLO\UHIHUHQFHKHUPRQWKO\VDOHVVKHHWV DQGJDXJHKRZVDOHVKDYHLQFUHDVHGRUGHFUHDVHG

Tactic(PSOR\HHVRI)ORZHUV%\-HDQLH ZLOONQRZH[DFWO\KRZPDQ\FRXSRQVDUH GLVWULEXWHGDQGZLOONHHSDUXQQLQJVWDFNRI KRZPDQ\DUHUHGHHPHG$WWKHHQGRIWKH FRXSRQSHULRGWKH\ZLOOFRXQWKRZPDQ\ ZHUHUHGHHPHGDQGVHHKRZVXFFHVVIXOWKH FRXSRQVZHUH

Strategy([DPLQHWKHVDOHVIURP-XQH WR7UDFNHDFKPRQWKVHSDUDWHO\ DQGUHFRUGWKHQXPEHURIVDOHV7KHQFRPSDUHWKHQXPEHUVWRWKHPRQWKO\VDOHVGXULQJ WKHFDPSDLJQIURP-XQHWR-XQH

Strategy,ISHUFHQWRIWKHFRXSRQVDUH UHGHHPHGLWLVUHFRPPHQGHGWKDW0V-DUUHWWUHSHDWWKHSURFHVVDQGVHHLILWLVMXVWDV VXFFHVVIXODVWKHSDVWFDPSDLJQ 

OBJECTIVE THREE To determine if the proposed creative campaign was successful in increasing awareness from 24.1 percent to 65 percent among college students age 18-24 in Milledgeville, Ga. Tactic$QHOHFWURQLFVXUYH\ZLOOEHSRVWHGRQWKH)ORZHUV%\-HDQLH)DFHERRN )DQ3DJHDVZHOODVVHQWRXWWRORFDOFROOHJHVWXGHQWV Strategy7KHVXUYH\VZLOOEHRQZZZVXUYH\PRQNH\FRPDQGIDQVRI)ORZHUV %\-HDQLHZLOODQVZHUWKLVÃ&#x20AC;YHWRTXHVWLRQVXUYH\RQWKHLUNQRZOHGJHRIWKH VWRUHDQGWKHLURYHUDOOLPSUHVVLRQ 


WHAT WE DID WITH GOOGLE

LEAD: AVERY CHRISTIAN ASSISTANT: DIANE HEATH


WHAT WE DID WITH GOOGLE GOOGLE ADWORDS $ORQJZLWKSODQQLQJWKLVFDPSDLJQWKH$1'21,6$JHQF\ ZRUNHGRQDQGÀQLVKHGD*RRJOH $G:RUGVFDPSDLJQIRU)ORZHUV E\-HDQLH 7KHSURMHFWZDVGRQHZLWK JLYHQIURP*RRJOH 7KHPDLQJRDORIWKHFDPSDLJQ ZDVWRLQIRUPFROOHJHVWXGHQWV DERXW)ORZHUV%\-HDQLHFUHDWLQJ DZDUHQHVVRILWVRQOLQHSUHVHQFH DQGRUGHULQJRSWLRQVDVZHOODV TXDOLW\Á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ÁRZHUVE\MHDQLHFRP UHFHLYHGZHEVLWHYLVLWV RIZKLFKZHUH$EVROXWH8QLTXH 9LVLWRUV $GGLWLRQDOO\LWUHFHLYHG 3DJHYLHZVDERXWRQDYHUDJH 7KHDYHUDJHWLPHVSHQWRQWKHVLWH ZDVPLQXWHVDQGWKH%RXQFH 5DWHZDVSHUFHQW )LQDOO\ZHDWWDLQHGWKDW SHUFHQWRIWKHZHEVLWHYLVLWVZHUH QHZYLVLWV7KHQXPEHURIYLVLWRUV VSLNHGGXULQJRQHVSHFLÀFZHHNHQG6DWXUGD\0DUFKDQG6XQGD\0DUFKERWKGD\VUHFHLYLQJ WKHWZRKLJKHVWQXPEHUVRIYLVLWRUVRIDQGUHVSHFWLYHO\

35

GOOGLE ANALYTICS

:LWKWKHSURYLGHGE\*RRJOHWKH$1'21,6$JHQF\ZDVDEOH WRPDNHDQDGIRU)ORZHUV%\-HDQLHDSSHDURYHUWLPHV GXULQJDWKUHHZHHNSHULRG2IWKRVHLPSUHVVLRQVFOLFNVZKHUH PDGHPHDQLQJWKDWSHRSOHYLVLWHG)ORZHUV%\-HDQLHWKDWPD\ QRWKDYHRWKHUZLVH

8VLQJ*RRJOH$QDO\WLFVWKH$1'21,6$JHQF\ZDVDEOHWRGHWHUPLQHWKDWYLVLWRUVWRKWWSZZZÁRZHUVE\MHDQLHFRPVSHQWDERXWWZR PLQXWHVRQWKHVLWH


APPENDIX

LEAD: MATT CHAMBERS


37

APPENDIX APPENDIX PART A

APPENDIX PART B


38

APPENDIX APPENDIX PART C

APPENDIX PART D


MARKED SURVEY

LEAD: DIANE HEATH


Ad Campaign Spring 2011: Flowers for Jeanie  

This advertising campaign book was created by Brooke Brookins, Matt Chambers, Avery Christian, Haleigh Fine, and Diane Heath in Spring 2011

Read more
Read more
Similar to
Popular now
Just for you