Post on 20-Sep-2020
transcript
Advertising Campaign
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View Prezi presentation Here
Company Analysis 3
Consumer Analysis 3
Competitive Analysis 4 Industry Analysis 5
Primary 6
Secondary 7
Designated Marketing Areas- Primary 8 Designated Marketing Areas- Secondary 9
Advertising Objectives/Strategy 10
SWOT Analysis 11
IMC Plan/ Social Media 12-13
Mock Facebook Page 14
Media Objectives/Strategy 15
Media Classes 16
Paid Media | Print/online 17
Paid Media | Outdoor 18
Billboard Map 19
Logo 20
Billboards 21-22
Travelwisconsin.com/Golf Cart 23
Coupon 24
Half Page Ad 25
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Research Summary 2-5
Target Market Profile 6-9
Advertising Plan 10-11
Integrated Marketing Communications 12-13
10-12
Media 15-19
10-12
Creative 20-25
10-12
Budget 26
10-12
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Apple Barn Orchard and Winery features an open farm, orchard and pumpkin
patch where you can pick your own strawberries, apples, and pumpkins when
they are in season. They grow and sell 12 popular varieties of apples such as
Honey Crisp and Cortland. The Apple Barn also makes all of their own apple
cider and fresh cider doughnuts.
The farm is located on land that has been in the Jacobson family since 1848. The
operation is owned by Steve and Judy Jacobson. The orchard consists of
approximately 40 acres being planted since 1976.
The winery is a new addition that specializes in a variety of fruit wines. All of the
wines are made in small batches to ensure richness and quality. The winery
offers delicious fruit wines such as apple, blackberry, and mulberry. Colorful
variations include pear, cranberry, blueberry and rhubarb. Red varieties, so
perfect for the holidays and gift giving include cherry and strawberry. Each
flavor is created with the savory taste of homegrown fruits. The winery also offers
wine tasting at scheduled times.
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Company Analysis
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There are four primary consumers the Apple Barn Orchard and Winery attracts.
Each market is different and our advertising plan will be customized so each
media element captures the attention of the two primary consumers (local
families and tourists) that we are targeting for the campaign. The four primary
consumers and a short description are listed below:
1. Local Families
o This consumer market consists of local families who live around the
Apple Barn area or in Walworth County. Family sizes can range
from three persons (including 1 child) to six persons (two parents
and four children).
2. Local Farmers
o This consumer market consists of local farmers who require the
resources that Apple Barn possesses. These farmers own farms
ranging from one acre to 200 acres.
3. Local Schools
o This consumer market consists of five local, elementary schools.
Apple Barn offers school tours during the day to young children and
their teachers.
4. Tourists
o This consumer market consists of people outside the Elkhorn area.
These individuals live outside the Walworth County area and a small
percentage is from just below the IL/WI border.
Consumer Analysis
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There are three primary competitors Apple Barn Orchard has in the Walworth
County area and Waukesha County area. These two competitors offer fruit
picking in their orchards along with different types of crop visitors are allowed to
pick. The two competitors are listed below:
Bower's Produce
o Fruit available for picking: apples, strawberries and pumpkins.
Seasonal beginning in April. Stand open 9 to 6 pm seven days a
week July to Nov 1.Apples, cider, caramel apples, asparagus,
honey, maple syrup, bi-color sweet corn, 19 kinds of peppers, 15 of
squash, complete line of vegetables. Also, gourds, bird houses, etc.
Valley View Berry Farm
o Fruit available for picking: strawberries and raspberries.
Stand open 7:30 am to 5 p.m. Monday through Saturday
Elegant Farmer
o Fruit available for picking: apples, pumpkins, and squash.
Crops are usually available in September and October. During the
fall, you can Pick Your Own fresh produce right from our fields and
enjoy tons of special events and celebrations. Make your own
caramel apples in September and October. Each new season, all
year long, there are bushels of fun, farm-related activities at The
Elegant Farmer.
Competitive Analysis
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Agritourism is a growing segment of the Wisconsin tourism industry. Each year,
tourism contributes $12 billion dollars to the Wisconsin economy. As agricultural
production costs rise, agritourism is a way for the state’s farmers to add value to
their products and increase on-farm revenues. At the same time, it supports the
local rural economy and increases the economic viability of the farming
operation. Farmers engaged in agritourism face a unique opportunity. These
enterprises are selling more than the agricultural products produced on their
land.
For every agritourism success story, there is a counter-story of a farmer/rancher
who got out of the agritourism because it wasn’t profitable. Most surveys of
farmers/ranchers find that the business is full of challenges and hardships…and
that’s just the folks who are still in the business.
One study in California identified “dealing with visitors” as the biggest challenge
agritourism businesses faced (Holland and Wolfe). A study of Pennsylvanian
businesses listed property tax problems, high insurance and liability costs, and
the limits of seasonality and weather as the most significant of the many
problems operators faced (Ryan et al 2006). Similarly, a New Jersey study found
that marketing the business was the biggest problem, with liability concerns and
dealing with customers a close second and third (Schilling et al 2006).
In sum, agritourism has great potential for farmers and ranchers seeking to
generate additional revenue, capitalize on underused assets, and educate the
public. However, it is not a “magic bullet” and not all agritourism ventures have
succeeded.
Industry Analysis
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Age: Men & Women: 25-54
Education: attended College
Marital Status: Married, Engaged, Widowed/Divorced/Separated, or never married
Family Status: Children – Families
Geography: Communities with a radius of 50 miles from Apple Barn Orchard & Winery
Occupation: Professional & Related Occupation
Annual Household Income:
$20,000 - $70,000
5+ years at present address
Homeowners with home value of $50,000 and above
Magazines: AARP The Magazine, Better Homes & Gardens, Country Sampler, Good
Housekeeping, Ladies’ Home Journal, Outdoor Recreation
TV Show Type: Comedy, Daytime Talk, Early Evening Network News, Entertainment
Specials
Websites: wsj.com, NBC Sports, Travelocity.com
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Primary
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Age: Men & Women: 21+
Education: Post graduate and graduated college plus
Marital Status: Open marital status
Family Status: Open
Geography: Larger cities in Wisconsin including: Madison and Milwaukee
Annual Household Income
$50,000-75,000+
Magazines: Chicago Tribune, Consumer Reports, Food & Wine, The Economist, Money,
New York Times, People, Time
Websites: iTunes.com, WebMD, CNN, Yellowpages, Yahoo!News, Amazon, Ebay,
Facebook, YouTube, ESPN, Mapquest, Maps.Google, Weather.com
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Secondary
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Walworth County
Elkhorn
Lake Geneva
Whitewater Delavan
Elkhorn
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Designated Marketing Areas | Primary
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Madison
Milwaukee
Elkhorn
Milwaukee
Madison
Designated Marketing Areas | Secondary
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Increase awareness overall
Reach to nearby citizens who haven’t heard about Apple Barn Orchard and
Winery
Promote Apple Barn Orchard and Winery’s fruit wine, their family friendly
atmosphere and to “eat fresh, buy local”
Target Audience
o Demographics:
Primary: all ages and all incomes ranging from low-end income to
upper middle class families, no education needed, open marital
status
Secondary: men and women ages 21+, middle to upper end
incomes, some college education or greater, open marital status
o Psychographics: the target audience lives in tight-knit communities and
are outgoing and social. These people take the time to make sure they
are getting quality for their money. They would rather spend their time
outdoors, rather than indoors. Finally, this target market values local
patronage.
o Geographics: The target audience includes Elkhorn and many other
surrounding cities such as: Whitewater, Lake Geneva, Janesville, Madison
and Milwaukee. However, advertising will be focused on the main radius
of Elkhorn.
o Media use patterns: Media will be widely used from billboards and news
stations, to travel guides and trade home shows. Using these different
mediums will allow Apple Barn Orchard and Winery to bring in audiences
of all different lifestyles.
o Purchase and use patterns: Focusing on bringing quality fruits and wines to
serve the local market. Will be available for purchase not only at the
Apple Barn Orchard through mid-December, but also at Woodman’s
Foods, The Sweet Spot and La Grange General Store.
Advertising Strategy Statement
o Apple Barn Orchard and Winery will provide locals with the best apples,
pumpkins, and fruit wines while enjoying a family, friendly atmosphere.
Other Benefits
o Apple Barn Orchard and Winery will allow you to take time out of your
busy lifestyle, provide you with a complete, enjoyable experience, and
send you home with premium products.
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Advertising Objectives
Advertising Strategy
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Strengths Weaknesses
• Fresh fruits and vegetables
• Fruit wines
• Local market
• 3 “fest” weekends
• Free sampling
• Limited signage
• Limited to 3 “fests”
• Can’t do farmers markets
• No online orders
• Weather
• Porter potties
Opportunities Threats
Press release
Coupon for local community
Social Media
Outdoor advertising
QR Code
“Campus Special” Phone App
Local competitors
Wine is not mass produced
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SWOT Analysis
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Goals:
Increase awareness overall
Reach to nearby citizens who haven’t heard about Apple Barn Orchard and
Winery
Promote Apple Barn Orchard and Winery’s fruit wine, their family friendly atmosphere and to “eat fresh, buy local”
Market:
Demographics:
Primary: all ages and all incomes ranging from low-end income to
upper middle class families, no education needed, open marital
status
Secondary: men and women ages 21+, middle to upper end
incomes, some college education or greater, open marital status
Psychographics: the target audience lives in tight-knit communities and are
outgoing and social. These people take the time to make sure they are getting
quality for their money. They would rather spend their time outdoors, rather than
indoors. Finally, this target market values local patronage.
Geographics: The target audience includes Elkhorn and many other surrounding
cities such as: Whitewater, Lake Geneva, Janesville, Madison and Milwaukee. However, advertising will be focused on the main radius of Elkhorn.
Advertising Tools
Billboards will be used to target both our primary and secondary markets
throughout August, September and October rotating between the two billboard
images.
Newspaper, and a travel guide will be another form of advertising used to
remind and attract attention of Apple Barn to our target markets. Travelwisconsin.com will feature a company description with Apple Barn’s logo
Promotional Tools
Social media will be used in help to promote Apple Barn.
We introduce a $3 off a bag of apples printed deal put into coupon books,
including online coupons to help show that Apple Barn is the best and provides the most quality to their consumers.
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IMC Plan
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Public Relation Tools
A media kit will be mailed out to newspapers, news stations and news websites.
Bloggers will also be contacted for publicity during the three “fest” weekends.
News stations will be given a press release and a bag of free apples in hopes of
persuading them to visit Apple Barn Orchard & Winery. We also recommend the
farm hosts a fundraiser or event to bring the news station to, which also gives
them a reason to visit the farm.
Facebook and Twitter are social media outlets that allows you to interact with
customers. Utilizing Facebook will create a place for customers to give you
feedback directly, and subsequently that allows you to provide a response to
such feedback whether it is negative or positive. In the instance that negative
feedback is expressed, a response will be necessary letting the customer know
that Apple Barn apologizes for any inconvenience and that you will provide a
solution. This allows anyone visiting your Facebook page to see the immediate
customer feedback response, which in turn provides satisfactory customer
service. With Facebook and Twitter, you will be able to create the impression to
customers that you have an intimate relationship with each customer. This will
create customer loyalty.
Social Media and Facebook Page
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Mock Facebook Page
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Increase awareness of Apple Fest, Pumpkin Fest and Wine Fest to the primary
audience
Reach 60% of the primary audience through two media outlets during August
through mid November and mid June to mid July.
Increase awareness of wines to the secondary target audience
Increase the reach to the secondary target audience emphasized during
November and December hours
Outdoor and nontraditional will be the primary media used. Utilizing nontraditional
media including: social media, promotional, travel guides and brochures.
Nontraditional media and advertising will allow more creative opportunities, as well as
more chances to reach the consumer because it is less expensive than traditional
media such as television and radio. Outdoor advertising will allow you to reach local
people and families who do not know about Apple Barn; it will also reach past
consumers and inform them of upcoming events.
Strong advertising will be used in niche publications including
travelwisconsin.com, billboards, and magazine ads
Billboards will be heavily concentrated during August, September, and October
and taper into November
o The November Billboards will be focused towards the secondary target
audience while August, September, and October will be many directed
towards the primary target audience
Social media will be used throughout the year to increase awareness to primary
and secondary target audiences and social media will be used to incentives
including coupons in coupon books
o Coupons will be concentrated around Apple Fest, Pumpkin Fest, Wine Fest
and strawberry season
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Media Objectives
Media Strategy
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Outdoor
Reaches primary and secondary target audiences
Communicates strong visual imagery
Reaches locals who have never heard about Apple Barn
Informs past consumers of upcoming dates and reminds them to visit
Nontraditional
Email lists with promotional material
Coupon book
Media packets including press releases to news stations, websites, and bloggers
QR code and mobile app
Reaches the local target audiences
Pass along readership
Strong visuals
Media Classes
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Travel guide- increase ad from 1/8th page to 1/4th page in Farm Fresh Atlas
o Distributed August through December
o $75
Newspaper- Elkhorn Independent
o September and October
o Ads will focus on the Pumpkin, Wine and Apple Fests
o $1,875
Coupon- Campus Specials coupon book
o Distributed by interns throughout UW-Whitewater Campus for the first three
weeks of fall semester. They will be located around campus throughout
the year at numerous buildings including: UC, bookstore, Williams Center,
dorms, etc.
o Online listing of the coupon at www.campusspecial.com
o Smart phone application- Free app where the coupon book can be
accessed from and also features directions through the app
o 12,000 copies printed a semester
o $300
Online
Travelwisconsin.com- 144x144 pixel image of Apple Barn logo, 300 characters for
a description and a link to www.applebarnorchardandwinery.com
Last week in July to the first week in November
e-mail blast
o each e-mail will be sent to a list of subscribers who have opted-in to
receive the selected e-mail topic
$1,800
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Paid Media | Print/online
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Outdoor
Billboards- $13,500. Printing- $2,100
30 sheet poster at HWT 12-67
o Daily effective circulation: 6,854
o Facing North on the left
o Elkhorn, WI
o http://www.billboardmart.com/Billboard_at_HWY_12_67_EL_and_HWY_ES_
Elkhorn,WI__x212zj4n8f873d12d7.aspx
8’ X 18’ 19’' at HWY 12
o Daily effective circulation: 5,957
o Facing south on the right
o Pell Lake, WI
o http://www.oohcenter.com/Billboard_at_HWY_12_EL_and_PELL_LAKE_DRI
VE_Pell_Lake,WI__x2zgd9hbff68b1e528.aspx
10’ 6” X 22’ 9” HWY 11 off of HWY F
o Daily effective circulation: 2,746
o Facing West and hits people driving North on the right hand side
o Elkhorn, WI
o http://www.oohcenter.com/Billboard_at_HWY_11_SL_and_HWY_F_Elkhorn,
WI__x219qztrsf12b8b58b.aspx
6.5” X 7.5” Kettle Moraine Golf Club, Dousman WI
o Golf Cart Fender
o Daily effective circulation: 24
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Billboard map
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CCCrrreeeaaatttiiivvveee New Logo
We created a new logo that is family friendly and will stick in the consumer’s mind. It
is more than just a logo, it creates a brand image the consumer will identify with. We
kept it vintage with the old barn wood apple and fun, authentic font. We would like
for your customers to easily identify your logo and have something you can brand all
of your products with.
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Billboards
This ad promotes Apple Fest, Pumpkin Fest, and Wine Fest to both the primary and
secondary target audiences. We created this ad to focus the three festive weekends
around the new logo we created. The new logo creates brand awareness while showing
three subtle pictures of the festivals outlined in eye catching colors. The Apple Barn name,
website, location and dates of festivals are the key wording for this billboard.
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For this billboard we wanted to focus on family fun targeted towards the primary
target audience. There is a picture of a child reaching for an apple which targets
family bonding. We are creating an image in consumer’s minds that shows how much
fun it can be for families to bring the kids of all ages to the Apple Barn and have a
great time. We also added the location and website again to give people the
information they need to find out more about the Apple Barn.
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Billboards
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Travelwisconsin.com/Golf Cart
This ad will be in travelwisconsin.com email blast. Free amenities Apple Barn offers are
emphasized. QR codes are a new way to advertise and market a brand or company. We
are incorporating two of them in this ad. One takes you directly to your website, and the
other takes you to the coupon offer on CampusSpecial.com. For the travelwisconsin.com
company description located in the Wisconsin business directory, the copy in this ad will be
the copy for the website company description. A 144x144 pizel image(Apple Barn logo)
will accompany the business title and description.
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Coupon
This coupon is for the Campus Special Coupon Book. Twelve thousand copies are printed,
distributed and personally handed out to UW- Whitewater students and also stored in the
campus bookstore and other facilities throughout campus. Not only is this coupon in the
booklet but it is uploaded to two other coupon websites; Campus Specials online,
Coupon Cabin and Coupon Map. This offer also includes the use of a QR code that
directs customers to your coupon and the Campus Special mobile app.
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Half Page Ad
Half Page newspaper ad in the Elkhorn Newspaper. We
are emphasizing the Free amenities and incorporate the
QR codes to give your customers easy access to your
website and coupon.
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Budget
Printing
Billboard
Coupon
1/4 Page Ad
Elkhorn Newspaper
Travelwisconsin.com
Amount Cost
Printing 3 $ 2,100.00 Billboard 3 $ 13,500.00 Coupon 1 $ 300.00 1/4 Page Ad 1 $ 75.00 Elkhorn Newspaper 3 $ 1,875.00 TravelWisconsin.com 2 $ 1,800.00
Total $ 19,650.00
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