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Media Plan GROOVY AUTOMOTIVE

PRESENTED BY:


TABLE OF CONETENTS

2 | Agency Credentials 3 | Executive Summary 4 | Campaign Scope

5 | Situation Analysis

6 | Product and Brand Variables

7 | Target Market ID & Rationale

8 | Geographic Profile

9 | Competitive Profile

10 | Media Menu


Ruthie Nathan

Shreeti Sigdel

CEO

Account Planner

Soheyla Escher

Chelsea Uzoukwu

Mike Tejada

Rogelio Servin

Account Planner

Media Planner

Public Relations Director

AGENGY CREDENTIALS

Meet Our Team

Creative Director

What Drives Us? We know that modern media landscape is anything but simple and we love it. In fact, we embrace it. We embrace the unpredictable, evolving nature of our industry by focusing on what matters most to us: people. The people behind the brand, the people who love the brand and everyone in between. At ‘mbrace, we are empowered by the community, driven by creativity and fueled by a whole lot of coffee. By embracing our clients with open arms, we curate authentic experiences and form long-lasting relationships with the people that matter most.

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EXECUTIVE SUMMARY

The Road Ahead Buckle your seatbelts, Colorado Springs! Groovy Automotive, an Austin-grown auto service shop is expanding to a new location in the Old Town City District. Known for its unmistakable 70’s personality, Groovy Automotive offers reliable service, a- stress free atmosphere and a truly unique “neighborhood garage” experience. The new location grand opening will take place on June 2, 2018. Groovy aims to maintain its commitment to local culture and drive straight into the heart of the Colorado Springs community. Colorado Springs is a laid-back city known for its outdoor experiences and artistic spirit - the perfect place for Groovy’s relaxed culture. The city is located at the base of Pike’s Peak and is home to the United States Air Force Academy. 1 Groovy’s new neighborhood, the Old Town City District, is just west of the downtown area. The shopping district is filled with art galleries, boutiques, and restaurants and surrounded by beautiful green parks.1 While still maintaining the “Colorado” feel, Colorado Springs boasts a less expensive and more low-key lifestyle making it the ideal home for millennials.2 Over the past eight years, Colorado Springs has seen the biggest increase in millennial growth than any other place in the US.2 Accordingly, the launch campaign will target Colorado Spring’s largest population segment: adults ages 25-34.3 This market segment consists of adults just entering the “wheel world” and beginning to gain traction in their careers. Yet to establish financial security, many of these young adults own used cars and are therefore the most likely customers for a local, independent service shop. 4

3 Sources: 1 visitcos.com 2 thegazette.com 3 clrsearch.com 4 mintel.com

Leading up to the location grand opening, ‘mbrace media will strategically allocate Groovy Automotive’s $15,000 budget to reach and connect with key contact points in the Colorado Springs community. Informed by extensive competitive, situation and consumer analyses, the media strategy aims to educate, engage and inspire action among the adult market. The launch campaign will inform the target consumers of who Groovy Automotive is, what they offer and what their service experience is truly about. Additionally, the media strategy will engage the Colorado Springs community by prompting potential customers to seek out more information on the company’s website. Finally, ‘mbrace’s media plan strives to inspire action, measurable by a spike in direct purchases and pass-along brand value on social media. ‘mbrace aspires to ensure the success of Groovy Automotive’s expansion while still maintaining the authentic, “Groovy” experience Austinites have come to know and love. With an intricate balance of breadth and depth, the launch campaign will act as a first step in establishing long-lasting relationships with consumers in the new area. Ultimately, this media campaign will utilize pivotal contact points to connect with the people who matter most. So - start your engines, check your mirrors and let’s hit the road!


Groovy Automotive is an Austin born and bred auto service shop founded by two close friends in 1993. With three locations in the area, the company established a loyal following within the Austin community. It’s known for its reliable service and close-knit group of trustworthy employees. Despite its Austin roots, Groovy recently decided to expand its business to a new location in Colorado Springs, Colorado. The newest shop will be housed in a recently refurbished warehouse space in the trendy Old Town City District. Despite the change in location, that “neighborhood garage” feel that customers have grown to love will remain the same. ‘mbrace will execute the launch of this new location by June 2, 2018 with a budget of $15,000. The campaign will educate, engage and inspire action within the Colorado Springs community. The campaign aims to educate by ensuring that 50% of the target market is aware of the Groovy brand and its location. By the conclusion of the launch phase, the media strategy will inform target consumers about Groovy Automotive, what they offer, and what the Groovy experience is truly about. ‘mbrace aims to engage consumers by driving conversation and prompting potential customers to seek out

information regarding the company. Leading up to the grand opening, this campaign will generate a 15% spike in Groovy’s website visits, with 75% of this growth stemming from the Colorado Springs DMA. Additionally, the campaign strives to garner press coverage from local news outlets such as the Colorado Spring Gazette and the KRDO News Channel. It is important to generate direct purchases and foster buzz in order to inspire action. With regards to direct purchases, the campaign intends for the majority of Groovy’s business to be generated from routine maintenance-based services. Online appointments will account for 25 or more of the daily services provided. The campaign strives to ensure an average service ticket of $85.00, with a minimum of 5 weekly high tickets of $550 or more. Finally, the media strategy will establish genuine credibility within the market so that the average ticket size steadily increases throughout the year. Fostering buzz will lead to a 15% spike in likes, shares and positive reviews of the brand across multiple online platforms, such as Facebook, Twitter & Yelp. This campaign will inspire consumers to join the online conversation and substantially increase Groovy Automotive’s pass-along brand value.

CAMPAIGN SCOPE

Engine Diagnostics

Ultimately, ‘mbrace aspires to ensure the success of Groovy Automotive’s expansion while still maintaining the home-grown, familiar feel responsible for its success in Austin.

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SITUATION ANALYSIS

Strengths • Community oriented2 • Remarkable customer service experience2 • Unique 70’s brand culture3 • Philanthropic contributions to Health Helping Home2 • Environmentally conscious 2

Weaknesses • Poor user experience on website3 • Limited outreach capability • Price and time turnaround

Opportunities • Similar local culture in CO as ATX4 • Strategic alliances with military affiliates4 • Market expansion across states

Threats • Electric/Hybrid Cars • Local Competitors: Bailey’s Garage, Lighthouse Automotive and Peak Auto service • Industry history of unwavering brand loyalty1 • Increased rideshare usage

5 Sources: 1 mintel.com 2 groovyautomotive.com 3 groupon.com 4 thegazette.com


In July 1993, mechanics and close friends, “Art” and “Bobby” opened Groovy Automotive, a fully-operational auto service garage built on a platform of trust and community. They wanted to bring back the “honest, neighborhood garage” in Austin - a place in which customers could feel comfortable and safe (after all, one’s car is one’s baby!).1 Because of Groovy Automotive’s love for music and their garage’s stress-free atmosphere, the company quickly earned its place in the community as the “Home of the Groovy Mechanics.”2 Since then, Groovy Automotive has upheld its promise to stay personal and authentic. At all four Austin-area locations, customers are met with Automotive Service Excellence–certified technicians who prioritize transparency and efficiency. They provide services ranging from oil changes and brake repairs to air filter and battery replacements. Furthermore, Groovy’s passion and care goes beyond just the automotive world - they are environmentfriendly and recycle everything from oil and tires to anti-freeze. They frequently donate to organizations like the Helping Hand Home for Children and maintain close relationships with their clients by providing them a courtesy-ride service. Groovy Automotive firmly believes that their success is rooted in quality, relationships and the Austin community.

The new location in Colorado Springs is perfect for Groovy Automotive “hippie” brand personality and is the ideal size to uphold close relationships with their local customers. Located at the base of Pikes Peak, Groovy’s new location is nestled between two major colleges and will be at the center of a shopping district featuring art galleries and a farmer’s market. With a growing millennial population, Colorado Springs is up and coming, making it an ideal time for Groovy to expand and settle into a part of their city’s local culture.

PRODUCT & BRAND VARIABLES

The Moving Parts

6 Sources: 1 groovyautomotive.com 2 groupon.com


TARGET MARKET ID & RATIONALE

Age 25 – 34 Millennials

15.4% of Consumers Largest segment of Colorado Springs

25K – 75K Income Tech-Savvy

Seek recommendations from social Media users and online reviews

More likely to buy used cars over new ones

Who’s in the Drivers Seat? The launch campaign target market consists of millennials ages 25-34 who are just entering the “wheel world.” This group of young adults makes up the largest segment of Colorado Springs population, accounting for 15.4% of consumers in the area.1 Over the past eight years, Colorado Springs has seen the biggest increase in millennials than any other place in the US. The city offers fantastic job opportunities, work-life balance, and is much less expensive and more low key than other Colorado cities, making it the ideal location for this age group.2

7 Sources: 1 clrsearch.com 2 thegazette.com 3 mintel.com

The “wheel world” newcomers are just embarking on true adulthood. They are beginning to gain traction in their careers and transition into being financially independent. When considering purchases, the “wheel worlders” search for value, practicality and digital connectivity. They are tech-savvy and seek recommendations from social media platforms and online reviews. Their average income is generally between $25,000 and $74,999.3 Because of this, many have yet to establish financial stability and are therefore likely to purchase used cars over new ones. Because used cars are not under warranty, owners do not benefit from going to the dealership for service and are most likely to choose a local, independent service shop instead.3 For this reason, millennials are the ideal target for Groovy Automotive newest location.


The Lifestyle

• Second largest city in the state of Colorado1 • Home to the United States Air Force Academy and the U.S Olympic Training Center • Ranked #9 best downtown area and #12 best city for business and careers in the US2 • Located at the bottom of Pikes Peak Mountain • Great Climate - lots of sunny days3

• • • •

The Area - 80904 • Old City District - West of the downtown area • Host several events throughout the year including Art Walk, Farmers Market, and Christmas Stroll4 • Shopping district with art galleries, boutiques, and restaurants • Perfect place to walk around and celebrate local art, history, music, and culture • Surrounded by parks and trees

Friendly and welcoming personality Low key and laid back culture Active and adventurous spirit Small town atmosphere - emphasis on the community • Beautiful scenery

The Attractions • Pike’s Peak: 350 miles of scenic trails perfect for mountain biking and hiking • Colorado Springs Fine Arts Center, local art galleries, are classes and more7 • Colorado Springs Olympic Training Center • Garden of the Gods8

GEOGRAPHIC PROFILE

The City

The People • Population: 456,5645 • Race & Ethnicity: 78% White, 16.1% Hispanic, and 6.3% African American6 • Relatively young median age of 346 • Average Household income: $56,079 • Average of 2 cars per household6 • Lots of Military families and Olympic Athletes

8 Sources: 1 geonames.org 2 coloradospringschamberedc.com 3 bestplaces.net 4 pikes-peak.com 5 factfinder.census.gov 6 datausa.io 7 visitcos.com 8 visitcos.com


COMPETITIVE PROFILE

The New Car On The Block

Bailey’s Garage

Lighthouse Automotive

Peak Auto Service

323 14th St, Colorado Springs, CO. 80904 Monday - Friday (8:00 AM - 5:00 PM)

2499 E Platte Ave, Colorado Springs, CO 80909

1723 W Colorado Ave, Colorado Springs, CO 80904

Monday - Friday (8:00 AM - 6:00 PM)

Monday - Friday (8:00 AM - 5:00 AM)

Bailey’s Garage is a full service, ASE certified automotive repair shop that specializes in Subaru, Volkswagen, and Toyota repairs. Bailey’s has been operating in the Pikes Peak Area for over 30 years and accordingly has established a devoted customer following. They are known for their excellent workmanship, customer service and honesty. To emphasize their avid support of the community, the company’s website has a page listing many local businesses they use, trust and refer to. The list ranges from car-related businesses to boutiques and restaurants.

Lighthouse Automotive, LLC is an ASE Certified, licensed and insured, full service automotive repair shop in Colorado Springs.1 The company maintains an exemplary record with the Better Business Bureau and is a five-star rated auto repair shop on YAHOO Local. The family owned and operated auto repair shop is exclusive to the 80909 area. The company offers full service maintenance and repairs, custom built engines, expert diagnostics, transmissions and even a good ol’ military discount. Unlike many auto repair shops, Lighthouse’s main priority is to educate their customers.2

Peak Auto Service is a full service shop that offers everything from complimentary oil changes and complex computer diagnostics to ultimate car performance needs. Employees at Peak Auto Service pride themselves on providing estimates in advance as well as thorough and comprehensible explanations of every job. With ample resources and knowledge, their highly trained technicians are able to accurately diagnose and repair any vehicle no matter the make or model.

9 Sources: 1 lighthouseautomotivellc.com


Television5

Keywords

Monthly Searches

Suggested Bid

Clicks

Oil Change

1K – 10K

$4.52

19.64

416.46

Windshield Repair

100 – 1K

$6.41

2.43

70.29

Late News

82.5

Mechanic Near Me

100 – 1K

$6.27

.5

25.75

Late Fringe

78

Brakes

100 – 1K

$4.52

7.23

161.04

Maintenance

100 – 1K

$.47

.12

4.18

Tire Shop Near Me

100 – 1K

$2.71

.48

14.62

OOH2 Traditional Bus (4 Wks.)

Rate/ Unit

30” x 144”

$775

Full Back

Queen

30” x 88”

$665

Tail

21” x 50”

Interior Card

11” x 28”

Daypart

CPP

Prime Access

Signature Bus (4 Wks.)

Size

Rate/ Unit

89.5” x 120”

$1,600

King Kong

53” x 228”

$1,800

$525

Full Side

96” x 480”

$5,000

$50

Full Wrap

89.5” x 120”

$10,000

OOH4 Taxi (Exterior Trunk Mounted Billboard)

Rate

Three (3) Month Plan

96

Prime

117.75

Radio6 Daypart

OOH3 Size

King

Impressions

CPP :60

AM

41.5

Day

36.25

PM

43.5

Evening

19

Billboards7 Type

Price

(4 wks.)

Digital Bulletin

$3,000 – $3,500

Digital Posters

$1,800 $2,200

10 Billboards @ $50.00 each

$ 500.00 per month / $1,500 total

Permanent Bulletin

$2,800 $3,500

25 Billboards @ $47.50 each

$1,187.50 per month / $3,562.50

Poster

50 Billboards @ $45.00 each

$2,250.00 per month / $6,750 total

$800 -$2,800

Newspaper8 Publication

MEDIA MENU

Local SEM1

Digital Display9 Circulation

B&W Full Page Rate

Colorado Springs Independent

36,000

$2,790.00

Woodmen Edition

24,621

$1,093.00

Thrifty Nickel

23,482

$540.00

American Classifieds - Pueblo

20,991

Cheyenne Edition The Pueblo West View

16,444 14,000

Website

Unique Visitors

Avg. CPM

TheGazette.com

180,000

$5.25

KKTV.com

132,000

$5.25

KOAA.com

71,030

$5.25

$1,160.00

KRDO.com

70,000

$5.25

$1,093.00

Cheiftain.com

43,000

$5.25

Csindy.com

34,359

$5.25

$1,806.00

Magazine10 Publication

Circulation

Full Page Rate (4C)

600,000

$14,943

Colorado Parents

45,821

$3,465

High Plains Journal

40,867

$17,708

Colorado Expression

25,000

$6,055

Colorado Spring Style

20,000

$2,625

Colorado Official State vacation Guide

Sources: 1 adwords.google.com 2 links.lamar.com 3 links.lamar.com 4 next.srds.com 5 srds.com 6 srds.com 7 lamar.com 8 next.srds.com 9 next.srds.com

10 10

next.srds.com


MEDIA OBJECTIVES

Educate To put it simply, ‘mbrace’s media campaign’s first objective is to educate. During flight one, Groovy will position their brand within the local community and inform their consumers on who they are, what they offer, and when their storefront officially opens. This will be executed through a mix of OOH and Radio tactics. Groovy understands that as the seasons change, so do drivers’ needs for various car services; during the icy months of flight two, Groovy wants to help their customers get back on the road as quickly and safely as possible. With this in mind, flight two will not only give attention to all the common problems the cold winter months bring, but will also inform their customers of solutions and services Groovy provides. By the end of this education effort, 50% of the “wheel world” audience will be able to either recall or recognize Groovy Automotive and their advertisements.

Engage ‘mbrace strives to initiate the conversation between consumers and Groovy Automotive; the more consumers know about Groovy and the happier they are with the service, the more likely they are to continue this conversation with their friends and family. To promote this, Groovy will provide discounts and special offers to consumers who actively engage with the brand, such as inviting friends to Groovy’s social media pages or leaving positive reviews on Yelp. With local SEM, Groovy will also be visible in searches during the peak times of the launch campaign. In turn, this will increase website traffic by 15% and promote customer engagement, since customers will be redirected to their online portal to book appointments. During the peak periods, Google Analytics will be used to track and measure website traffic. This online presence will extend offline, as it will drive consumers to visit the Groovy storefront and ask for basic services and check ups before a road trip.

Inspire Action This objective strives to curate long term relationships with consumers. From the beginning of their launch, Groovy wants their consumers to understand that they have their backs (and their cars!), especially during the difficult months of the winter season. At the end of flight one, consumers will begin to schedule appointments, and a loyal consumer base will begin to develop. By flight two, the campaign anticipates that customers will feel comfortable with Groovy’s services to trust them to take on larger repair tasks, beyond the prompted minor check-ups. In addition, as preparations for winter begin, Groovy will actively encourage consumers to arrange for check ups and repairs before the cold and trouble hits. To inspire action, campaign strategies will be executed via Social Media, SEM, Radio and OOH.

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The media campaign anticipates that Groovy’s target audience of newly “wheel world” adults spends a lot of time in their cars during peak commute hours. In order to effectively reach the target market, the campaign will strategically run ads during both A.M. and P.M. drive dayparts. The radio spots will run on two radio stations, KIBT-FM 96.1 "The Beat" and KKMG-FM 98.9 "Magic FM" both of which play top hits and trendy music that attract Groovy’s target demographic. The ads will introduce Groovy Automotive’s presence to their audience as well as inform them of their services in anticipation for the summer vacation season. These radio spots will complement OOH efforts by simultaneously building brand awareness and inspiring action among the target audience.

FLIGHT ONE

Radio1

OOH2 An illuminated billboard will be placed along highway 24- one of the main commuting highways near the Old City District of Colorado Springs. This prime location, just west of the interstate, captures over 110,000 impressions a week and will attract the attention of drivers commuting to-and-from work near the downtown area. Furthermore, the installment is situated near the Broadmoor area, Motor City and a variety of tourist attractions. The billboard will raise awareness of Groovy Automotive’s new presence in Colorado Springs and invite people to visit the storefront for a car check-up before the busy summer travelling season begins.

6 Sources: 1 srds.com 2 lamar.com


FLIGHT ONE

SEM1 ‘mbrace’s media campaign will utilize local SEM to introduce Groovy’s presence in the community. This campaign will bid on keyword searches such as, “Oil Change,” “Tire Shop Near Me” and “Brakes” to generate brand recall and increase website traffic. The first flight of SEM will coincide with a peak auto service consumption period at the beginning of the summer. These SEM efforts will allow Groovy Automotive to engage with local consumers by inserting itself into the conversation just as months of vacation and longer drives begin.

Social Media Social Media is an essential tactic to develop Groovy’s identity in the Colorado Springs community. With this in mind, Facebook, Twitter and Yelp will be used to maintain a relationship with the target audience. While Groovy already has a main Facebook page, they will create a Twitter account that is specialized to the Colorado Springs region (with the handle @GroovyAutoCO). Twitter’s platform will be important to address customer complaints, feedback, etc. in a timely matter. These social efforts will primarily serve to engage with consumers and inspire action - two of the key objectives. Groovy will offer discounts to those who actively share and engage with the brand’s social media, such as inviting their friends to like the Groovy’s Facebook page or leave reviews on Yelp/Google Reviews. This will not only increase traffic on social media, but it will also motivate customers to make appointments online and visit the storefront for checkups. To manage all social media platforms, Groovy will hire an intern for $8/hour who will be responsible for managing all social platforms. Furthermore, the intern will respond to customer posts and reviews in a timely manner during a peak point in the consumption cycle.

7 Sources: 1 adwords.google.com


As the season changes and temperatures begin to drop, Groovy’s radio efforts will emphasize the importance of preventative maintenance. The same radio stations, KIBT-FM 96.1 "The Beat" and KKMG-FM 98.9 “Magic FM” will be used to reach the target audience during the A.M. and P.M dayparts. Because Groovy already has an established customer base by this period, this part of the campaign is focused on inspiring consumers to prioritize their car’s maintenance during a pivotal time as well as reminding the market of Groovy’s presence.

FLIGHT TWO

Radio1

OOH2 Groovy Automotive will place an illuminated billboard along highway 25 another main commuting highway in Colorado Springs. The billboard is situated on the major artery in a location with constant exposure to heavy traffic, garnering 240,000 impressions a week. The OOH installment is located by downtown Colorado Springs, the event center, several large business buildings, movie theatres and restaurants. With its timely message, the billboard will remind the target market to schedule an appointment with Groovy Automotive to prep their car for the upcoming winter season.

8 Sources: 1 srds.com 2 lamar.com


FLIGHT TWO

SEM1 To reaffirm brand recall for Groovy’s storefront and services, this round of SEM efforts will mirror the first in weight and key words. The campaign anticipates that consumers will increasingly search for preventive maintenance for their car to prepare for the winter weather ahead. This strategy aims to trigger brand recall and support other media efforts. Additionally, these SEM efforts will drive customers to Groovy’s website, leading to an increase in online appointment bookings and storefront visits.

Social Media Groovy will create and publish content on their social media platforms, such as providing “tips and tricks” for their online followers.This content will be created by the intern and published on Facebook and Twitter. These posts will cover topics, such as “how to check your own tire pressure” and “how to change your windshield wiper fluid”. This initiative to extend their aid beyond their shop services will affirm Groovy’s genuine commitment to their community. Furthermore, this strategy will demonstrate Groovy’s efforts to prepare and help their customers before the “bad things happen.” In addition, Groovy will release discounts and special offers to their customers, especially to those who book their appointments online (ex. “10% off if you book online!). As a result, their website traffic will increase and their appointment portal will be effectively used.

9 Sources: 1 adwords.google.com


Keywords

Monthly Searches

Suggested Bid

Clicks

Impressions

Oil Change

1K – 10K

$4.52

19.64

416.46

Windshield Repair

100 – 1K

$6.41

2.43

70.29

Mechanic Near Me

100 – 1K

$6.27

.5

25.75

Brakes

100 – 1K

$4.52

7.23

161.04

Maintenance

100 – 1K

$.47

.12

4.18

Tire Shop Near Me

100 – 1K

$2.71

.48

14.62

MEDIA MENU

Local SEM1

Radio2 Daypart

CPP :60

AM

41.5

Day

36.25

PM

43.5

Evening

19

Billboards3 Type

Price(4 wks.)

Digital Bulletin

$3,000 – $3,500

Digital Posters

$1,800 - $2,200

Permanent Bulletin

$2,800 - $3,500

Poster

$800 -- $2,800

10 Sources: 1 adwords.google.com 2 srds.com 3 lamar.com


BUDGET RECAP & MEDIA MIX

Flight One: Peak Summer/Vacation Time Vehicle

Item

Cost

% of Flight

% of Total Budget

Radio 1

:60, AMD & PMD

$2,982.00

37.6%

19.9%

OHH 2

4-week Promo Billboard

$2,800.00

35.3%

18.7%

SEM 3

75 total clicks/week

$864.00

10.9%

5.8%

Intern - $8/hr

$1,280.00

16.2%

8.5%

$7,926.00

100%

52.9%

Social Media Total Cost

Flight Two: Winter’s Coming/Prepare for Weather Change Vehicle

Item

Cost

% of Flight

% of Total Budget

Radio 1

:60, AMD & PMD

$2,130.00

30.1%

14.1%

OHH 2

4-week Promo Billboard

$2,800.00

39.6%

18.7%

SEM 3

75 total clicks/week

$864.00

12.2%

5.8%

Intern - $8/hr

$1,280.00

18.1%

8.5%

$7,074.00

100%

47.1%

Social Media Total Cost

Media Mix Vehicle

$ Total/Medium

% of Media Mix

Radio 1

$5,112.00

34.1%

OHH 2

$5,600.00

37.3%

SEM 3

$1.728.00

11.5%

Social Media

$2,560.00

17.1%

Grand Total

$15,000.00

100%

11 Sources: 1 srds.com 2 lamar.com 3 adwords.google.com


BUDGET RECAP & MEDIA MIX 12 Sources: adwords.google.com, srds.com, lamar.com


FLOWCHART

Radio1

Flight One

Flight Two

TRP

70

50

Reach %

35

25

Frequency Cost

OHH2

(4-Week Promo Billboard) Cost

13 Sources: 1 srds.com 2 lamar.com

2

2

$2,982.00

$2,130.00

Flight One

Flight Two

$2,800.00

$2,800.00


FLOWCHART

SEM3

Flight One

Flight Two

Brakes

18 Click/Week

18 Click/Week

Oil Change

30 Clicks/Week

30 Clicks/Week

Tire Shop Near Me

35 Clicks/Week

35 Clicks/Week

$864.00

$864.00

(300 Clicks/Week)

Cost

Social Media Cost

Flight One

Flight Two

$1,280.00

$1,280.00

14 Sources: 3 adwords.google.com


CALL TO ACTION 15

‘mbrace is thrilled to take the wheel and work collaboratively with Groovy Automotive to drive straight into the heart of Colorado Springs, Colorado. With a combination of in-depth insights, strategic recommendations and detailed logistics, this launch campaign will act as a pivotal step in Groovy Automotive expansion. ‘mbrace strives to provide real value for Groovy’s target audience and establish long-lasting relationships with the local Colorado Springs community. After implementing this media campaign, Groovy Automotive will be integrated seamlessly into the new climate and become a part of the Colorado Springs culture. ‘mbrace is excited to gear up, step on the gas and hit the road!

Groovy Automotive Media Plan - ADV345J  

Media Plan for Groovy Automotive Group Project for ADV345J Media Planning

Groovy Automotive Media Plan - ADV345J  

Media Plan for Groovy Automotive Group Project for ADV345J Media Planning

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