Bella VieCampaign

Book

byMental

Aquarium

1

table of contents

Nicole TomalinAccount Executive

Jorgeluis GarciaCreative Director

Megan CurryMedia Planner

Marlee InghamCopywriter

Naomi RoszhartResearch

summary and overview

situational analysis

competitor analysis

problems and opportunities

environmental analysis

research

objectives and budget

target market

campaign strategy

the big idea

traditional advertising

promotions

social media

website

media plan

appendix

evaluations

sources

agency

art file

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5-6

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9-11

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13-14

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17-18

19-20

21-23

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summary and overview

Executive SummaryBella Vie strives daily to offer the best customer service alongside a unique and elegant venue within the West Texas community. Bella Vie offers guests a truly unmistakable experience by providing a preferred vendors list, helping their con-sumers every step of the way, and supplying top of the line service and amenities.

Through research conducted by Mental Aquarium, we found that only six percent of Lubbock residents were familiar with Bella Vie. This is not uncommon for a new business and is an opportunity to build the brand in the eyes of the consumer. Based on this knowledge we concluded that it is vital to increase brand awareness among the target market. We found that the majority of people seeking venues were women who were interested in hosting weddings or life events. The women seeking these venues are traditional, but still consider themselves to be trendy and modern. They use social media but also pay attention to traditional advertise-ments. They value time spent with friends and family, enjoy a glass of wine over a night on the town and if given the choice would like to have some say in how their venue will be decorated even if that means doing some work themselves. These women chose a venue based on friendliness of the staff, competitive pricing and positive reviews.

Mental Aquarium will present Bella Vie to the right target market through the use of nontraditional and traditional media. We want to revamp Bella Vies Digital presence with social calendars and an improved website design. Through the use of billboards, flyers and radio spots we will raise awareness of Bella Vie in West Tex-as. With increased brand awareness we will show Lubbock and surrounding areas that Bella Vie is THE place to host their next event.

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Product Category / ClassBella Vie stands apart in its category in that they strive to host the most elegant event possible in West Texas. When com-pared to other venues in Lubbock, the location is ideal for many reasons. First, it is located in a higher income part of the city, which caters to their prices and style. Bella Vie is also located on an extremely well known road in Lubbock, which is a great resource for potential consumers when they are first looking into venues. Bella Vie is the newest event and venue business in the area and is quickly gaining recognition.

Current UsersAccording to their Facebook page users are generally young local professionals. The ages for weddings seem to fall around 20-35. As for other events it seems like there is a broad age range. The users are from Lubbock and seem to be very active on their social media pages. Bella Vie has also hosted some unique events such as a sorority formal and a weekend brunch. These events are outliers in that they arent the standard wedding or company party that Bella Vie is regularly booking. Be-cause of the type of product, Bella Vie does have a very broad spectrum of current users from young to old.

BrandBella Vie is a venue that prides itself on hosting elegant events for clients with sophisticated taste in West Texas. Their modest pricing and state of the art facility located in Lubbock, Tex-as makes them a solid competitor in the market. Bella Vie is looking to break away from the typical country venue and be known as the classy option for the region. Family owned and operated Bella Vie will make you feel like family when plan-ning your event.

ProductBella Vie is a sophisticated venue that hosts versatile events. They have a dedicated and intimate staff that includes two owners and an intern who are willing to go out of their way to ensure client satisfaction. There are two main rooms that are the focus of the events: the Chapel, which has a capacity of 140 people, and the Atrium, which has a capacity of 300 people. The Atrium provides a versatile outdoor feel without being susceptible to any outdoor elements. Bella Vie provides customers with the freedom to create their own events from decorations to vendor options. The venue also has a bride and groom room that is unique to weddings.

situational analysis

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McPherson Cellars Event CenterPOSITIONING: Focuses on location, diversity of events. Notes that it is a smaller facility, is more expensive so price is not their selling point.

$2,500 $4,000

Facebook: YesInstagram: Yes 1294 followersTwitter: YesYoutube: No but they do have promo videos on other channels

Our beautiful facility is located downtown in the old Coca-Cola bottling plant in Lubbocks historic Depot District. We can host corporate or private parties, luncheons, rehearsal dinners, and weddings. The space can accommodate between 200-250 guests. If you would like more information or to see our space, please call our Event Director to schedule an appointment and check avail-abilitydates book quickly!

The Watson BuildingPOSITIONING: Versatility of events. Location. Does not focus on affordability or staff.

$2,500 ($500 deposit)

Facebook: YesInstagram: Yes (inactive) 2 followersTwitter: NoYoutube: No

The Watson Building is an elegant, spacious, historic venue that can accommodate many types of events. Below are just some of the main types of events we host. Please feel free to contact us about reserving the venue for your event. Wed-dings/Anniversaries. Proms/Formals. Quinceneras/Sweet 16. Parties/Other.

competitor analysis

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Legacy Event CenterPOSITIONING: Focuses on diversity of space, diversity of their decoration, and location. Does not note affordability.

$200 $3,200

Facebook: YesInstagram: Yes 291 FollowersTwitter: NoYoutube: No

Explore all the possibilities for hosting business events, com-munity events, performances, and more at The Legacy Event Center, a historic downtown facility in Lubbock, Texas. This beautifully refurbished multi-purpose facilitywith majestic spaces, exceptional acoustics, beautiful artwork, functional meeting rooms with audio/visual capabilities, and caterer and serving areasoffers an ideal location for your event.

*The Overton HotelPOSITIONING: Size and space is the main focus. Decoration is also a key factor. Staff and in house food is important to the Overton.

Facebook: YesInstagram: Yes 2161 followersTwitter: YesYoutube: No but they do have promo videos on other channels

Conference Center

For groups of 12 to 1200, the Overtons award-winning Conference Center is Lubbocks premier conference and meeting venue. The two-level facility features 20,000 square feet of versatile meeting and exhibit space.

Weddings/Banquets

The Overtons beautiful Sunset ballroom is an exquisite setting for weddings and social functions. Accommodating up to 450 guests for seated dinners, this elegant space is also ideal for anniversary parties, galas and graduation celebrations. No matter what your tastes are, our award winning culinary team would be happy to meet with you to design the perfect menu. They will work to cre-ate a custom menu that is a true reflection of the wedding couple or guest of honor. They have even been known to incorporate the guests treasured family recipes to make for a truly personalized and unique experience.

*Although the Overton is considered a competitor, they are only considered competitive in their conference and smaller event pricing.

competitor analysis

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ProblemsNo tagline to use across all platforms for easy recognition of what brand is

Social Media has strong wedding focus, making it hard for consumers to envision smaller events

Name Chapel does not match all potential uses, and word association is poor for what the room could provide

Low Awareness of Bella Vie

Not appealing to all life events

OpportunitiesShow versatility in venue while branding Bella Vie

Creative freedom to redesign website while reach is low

Revive social media

Expand to other social media platforms

Rename rooms to give consumers a better idea of their purpose depending on the consumer

Redesign promotional pamphlets to accommodate multiple event possibilities

There are media vehicles with potential that Bella Vie has not previously used (outdoor, radio, snapchat, etc.) and in our research we found they would be effective in reaching our target market.

Increase brand awareness rather than try to regain existing consumer base

problems and opportunities

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environmental analysisSociocultural ForcesIn the modern age, consumers expect customer service to be a priority, especially when deciding on an event venue. With the advent of social media consumers are also expecting brands to have personalities. They look for similar tastes and beliefs before becoming a brand loyal consumer. According to our research, customer service is not a significant factor when deciding on an event venue, however, it is a primary factor when many decide to stop doing business with a company. It is now expected by consumers that brands will engage with them and be available for them 24/7 in some form or fashion. Lack of interaction usually is taken as if there is no interest in doing business and is received negatively by consumers.

Competitive ForcesThe companies in competition with Bella Vie include: Legacy Event Center, McPherson Cellars Event Center, The Watson Building, and The Overton Hotel. These competitors are well established and currently have an overall positive reputation in Lubbock. All are priced competitively and are located in downtown Lubbock.

Economic ForcesPeople looking for an event center vary in their price range. Pricing was also the most important item that was considered when looking for an event venue in our research. Shoppers are usually trying to find the highest quality for the most reasonable price, however there is much more leeway when dealing with specific events. The more specific the event, the greater the bargaining range people tend to have.

Legal/Regulatory ForcesThere are no major legal forces that are affecting event centers. Most event centers do not offer their customers freedom of vendors like Bella Vie currently does. Other potential legal forces at work may include parking issues due to competitors being in the downtown area. Bella Vie is located on the outskirts of town with ample space for parking without risk of complaints.

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research

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research

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research

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Radio49%

Digital Billboard18%

Billboard13%

In-Store Flyer2%

Kliff Promo Cutout1%

Wine Stoppers5%

Google Ad Words12%

Budget

objectives and budget

Campaign ObjectivesIncrease local awareness among people ages 20-55 in the Lubbock area by 40% by the end of the campaign year using traditional media.

Increase involvement in Bella Vies social media channels by the end of the campaign year.

Increase wedding bookings by 25% by the end of the campaign year.

Increase non-wedding events by 50% by the end of the campaign year.

Budget Summary Mental Aquarium was given a budget of $20,000 to implement an effective campaign. Any extra money not used on purchasing media was used for production costs.

Time FrameThe campaign will run for one year starting June of 2016 and ending June of 2017. During this time we will use a marketing mix of flighted and pulsing media strategies. Flighted strategies will include ads on platforms such as billboards and radio where we will advertise during intervals of time separated by periods in which no advertising will be done. A pulsing strategy in which there will be constant advertising but there will be periods in which the spending will be notably higher will include social media platforms.

Budget

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target market

Wedding One-TimersThese women ages 20-35 who are young professionals that have one or no children. They are college edu-cated and make $20,000- $40,000 a year. They would describe their style as traditional or athletic and enjoy doing DIY projects and hanging out with friends on the weekends. They consider price when making big purchases but will sometimes splurge if they really love something.

These women are either single or in committed relationships. They value family and friends and keep up with them on Facebook, Instagram, and Snapchat. They also follow brands on these social platforms and value reviews and interaction from other consumers. The can see themselves having a wedding in the near future but are not looking to host any other events any time soon. These women will most likely be one time users of Bella Vie.

KatieKatie is 26 and she teaches third grade History. She met her fianc in college a few years ago and theyre finally tying the knot. On weekends you can find her at brunch with her girlfriends and hiking with her dog and fianc at Buffalo Springs. She wants an elegant wedding venue that is different from the ones she went to last wedding season when three of her friends got married and she was her sisters maid-of-honor. She wants to impress her guests and Facebook friends with a wedding they wont soon forget. She wants a place where she, and all her bridesmaids, can get ready and take cute pictures. According to her Pinterest page, she likes simple weddings with a twist and would definitely take on some DIY challenges. Katie and her fianc have been taking dance lessons for weeks to prepare for a memorable foxtrot as their first dance. She plans on having her little dog, Belle, be her flower girl.

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target market

Life Event LoyalistThese are women ages 36-55 that en-joy hosting events. These women are family oriented and may or may not have a full time job. They are married with 2-4 children and enjoy spend-ing time with family and being out-doors on weekends. They also enjoy grabbing a glass of wine with friends at the newest restaurant in town a couple times a month. These wom-en know what they want and rely on search engines to find it. They are loyal to brands and price is not a key factor in making purchase decisions.

They keep up with friends and family on Facebook and also write reviews of the places theyve been around town. They also use Instagram to look at pictures of celebrities, family, friends, and interesting brands. These women describe their style as classic and like to be in control. These women will be multiple-time users of Bella Vie.

PamelaPamela is a 48-year-old mother of three who is planning a surprise 50th anni-versary party for her in-laws. She is an organized pillar of the community and is part of the Homeowners Association and president of the PTA at her sons school. On weekends, you can find her watching her youngest daughter cheer and her son play football under Friday night lights, as well as maintaining her garden while her husband grills hamburgers for the family. She hosts a Bunco luncheon once a month for some ladies from her church and on her tennis team. She just got Snapchat to keep up with her daughter, who is headed to college in the fall, and her last Facebook post said shes looking for a dress to wear to the graduation party. Her eldest daughter, Katie, just got engaged last week and she cant wait to help plan the wedding.

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campaign strategy

Use outdoor advertising in the Lubbock Area

Use FM radio to create name recognition

Place promotional materials in local businesses

Increase Facebook likes per content, and platform interactivity

Increase Instagram likes per content, and focus on value of interactions

Increase presence on Snapchat

Host at least two engaged couples per week during designated heavy recruitment months and one per week during low months for tours

Increase the types of weddings that are shown taking place in visual content to showcase different colors, layouts, and popular styles to at least five different options

Re-work the website to showcase more versatility in event center layouts available

Increase non-wedding visuals

Increase awareness of social media platforms and website using Google Adwords

Objective 1 Strategies

Objective 2 Strategies

Objective 3 Strategies

Objective 4 Strategies

Unmistakably Bella VieBella Vie Tagline

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the big idea

An Authentic Experience Youll Never Forget

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traditionalDigital Billboard

Digital Billboards are another important way to make the Lubbock consumer aware of Bella Vie. Because digital billboards are more cost effective than traditional ones, it will be placed for two continuous months of the cam-paign near Texas Tech Universitys campus where it is an extremely busy intersection. This area also offers a lot of foot traffic from students to professionals walking to grab lunch.

Timing: March, AprilTotal cost: $3,640Target Market: Wedding One-Timers, Life Event Loyalists

Billboard on SlideThere is a billboard conveniently on Slide Road that is placed about a mile before you reach Bella Vie. Buying a month long spot on this billboard right at the beginning of the campaign will kick it off, placing Bella Vie in the passerbys mind. Wheth-er the billboard brings them to the location or the website, they will be quickly wowed by all that Bella Vie offers.

Timing: JulyTotal cost: $2,475Target Market: Wedding One-Timers, Life Event Loyalists

Outdoor advertising is known to be cost effective and increase awareness. In our survey we found that over 60% of people admitted to being influenced in some way by outdoor advertising.

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RadioEntering into a radio platform will not only gain awareness, but it is a fairly inexpensive medium. Listeners traveling to and from work in their car, or those who have the radio on in the background throughout the day will be exposed to the message of Bella Vie. Being on radio is very practical for getting Bella Vie in the minds of the Lubbock professional. The ads will be placed on Top 40 and country stations to reach both of the Target markets. For 6 months every Tues-day and Wednesday the ads will play during prime time to gain awareness for the brand. This plan will emphasize reach (meaning the percentage of Lubbock consumers) as much as possible.

Timing: June - August, January - MarchTotal cost: $9,700Target Market: Wedding One-Timers, Life Event Loyalists

Google AdWordsIn our research, we found that people in need of a venue would most likely use a search engine as their first resource. This strategy is practical, cost effective, and easy to track success. The budget allows approximately $200 a month to spend on AdWords. These will push Bella Vie to the top of the results list, and gain recognition with consumers who are already actively seeking the product.

Timing: Entire length of campaign (1 year)Total cost: $2,400Target Market:Wedding One-Timers, Life Event Loyalists

traditional

In our research we found that over half of the people we surveyed listen to FM radio when in the car. Our primary research also revealed that people in our target markets are more likely to listen to FM than other forms of radio.

According to our research we found that people in need of a venue would most likely use a search engine as their first resource. This strategy is practical, cost effective, and easy to track success.

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Wedding, Anniversary, Luncheon, Graduation, Birthday Party? Come tour our facility and speak with our friendly staff about all of our event hosting options.

- Preferred vendors list - Two rooms for hosting events - Friendly and flexible on site staff - Access to custom Snapchat geofilters - Customizable decorating options - Competitive event venue rates

13603 Slide Rd.806.787.7777

bellaVieEvents.comUnmistakably

promotionsIn-store Flyers

10,000 uniquely made flyers will be placed around Lubbock businesses. These flyers will resemble photo booth strips displaying the many different types of events Bella Vie could host. This method will be effective because it put Bella Vie right in the hands of consumers. Bella Vie will creatively reach the target audience and let them know that they are perfect for creating an authentic experience youll never forget.

Timing: Entire length of campaign (1 year)Total cost: $400Target Market: Wedding One-Timers, Life Event Loyalists

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promotionsCork Promotion

As another form of a promotional event, 800 personalized wine stoppers will be purchased with the Bella Vie Logo on them. These items give the consumer a tangible favor, and help deliver the message on an item that is reusable. They can also be handed out at the owners discression. These corks are a reminder that Bella Vie is a great option in Lubbock. Also, gifting items to consumers gives them motivation to return the favor and check out Bella Vie for their future venue needs.

Timing: Entire length of campaign (1 year)Total cost: $1,032Target Market: Wedding One-Timers, Life Event Loyalists

Game Day PromotionIn Lubbock, Texas, everyone loves to support the Texas Tech Red Raiders. The idea behind the promotion is that fans will take a picture with a Bella Vie sponsored cutout of Kliff Kingsbury at the game, and they will have the chance to win a wonderful prize from Bella Vie by sharing their picture using the hashtag #bellavie. This promotion will deliver value and interaction with the target market, and will also help with word of mouth advertising about Bella Vie.

Timing: August - NovemberTotal cost: $200Target Market:Wedding One-Timers

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CONGRATS RED RAIDERSCLASS OF 2015

Bella Vieabout an hour ago

Strive for Honor Evermore, Long Live the Matadors!

bella_vie_venueBella Vie

bella_vie_venue Well be out in a minute boys...#duPontSayIDo #greatlighting

495 likes

social FACEBOOK | INSTAGRAMWe recommend a re-work of the Facebook and Instagram page to include content that is meant to interact more with people. Bella Vie will post content several times a week that is meant to connect with potential consumers, not sell to them. After several of these jabs, Bella Vie will post content that showcases a non-wedding event and a wedding event on their feed using a minimal amount of text and a clickable link to the Bella Vie site either in the picture or in the copy.

Our research shows that Facebook is the most widely used platform among our target markets.

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Facebook PostIn order to avoid awkward spaces, we suggest that all pictures be formated to be 470px in width. As a rule of thumb we also recommend not to post an image larger than 394px to avoid blank spaces on the right side of the post.

Instagram PostCurrent maximums for square, vertical, and horizontal images on Instagram are:

Square: 1080px in width by 1080px in heightVertical: 1080px in width by 1350px in heightHorizontal Image: 1080px in width by 566px in height

Snapchat GeofilterThe final product must be a web optimized transparent PNG. It should be 1080px in width and a height of 1920px. The PNG must be under 300KB in size.

RECOMMENDATIONS | SNAPCHAT socialInstagram was the second most widely used social media platform and 40% of survey takers said that they track brands through this social media platform.

duPont Wedding#duPontsSayIDo*

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Our data revealed that a majority of our

target market uses Snapchat. Snapchat is an emerging social

media that brands are using to market

and will set Bella Vie apart from other

Lubbock venues.

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Katie and Carter Wedding

Katie and Carter Dream Wedding

Katie and Carter Dream Wedding

dream wedding venue decoration#duPontSayIDo @bellavievenue

PublishedApril 23, 2016

Saved to Dream Weddings

Get more Pinsfrom Bella Vie Weddings

Article fromBella Vie Venue and Events

duPont Wedding#duPontsSayIDo*

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* *duPont Wedding

#duPontsSayIDo*

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social SNAPCHAT | PINTERESTSnapchat Geofilters are a great way to gain exposure by providing customized filters for events at Bella Vie. These filters will be engaging content because it will be customized by those hosting the events to best reach our target market which we know through research can be found on Snapchat. Due to our research, we suggest Bella Vie deactivate their Pinterest page because it is not an effective platform in increasing brand awareness. We suggest reactivating the page after one year. Content will be featuring the Bella Vie Venue and events rather than using the platform to re-pin other content. Links will be to Bella Vie hosted sites.

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SuggestionsReplace images on HOME page with a virtual tour of the venue

Add Gallery Tab which showcases pictures of multiple events

Remove Twitter and Pinterest (for one year) Icons and add Snapchat

Fix crooked Bella Vie logo

website

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appendix

Radio:Mix 100.3 and 96.3 KLLL - Alpha Media806.762.3000100.3 Prime-time per spot = $90100.3 regular rotation per spot = $5096.3 Prime-time per spot = $11096.3 regular rotation per spot = $70

Digital and Traditional Billboard:Lamar Advertisingwww.lamar.com(800) 235-2627

Custom Wine stopperhttp://www.cheapfavorshop.com/favors/personalized-wine-stoper-bride-and-groom-monogram?gclid=CPzik-YaOvcwCFQqsaQodltsAFQ

Customer Flyerhttp://www.nextdayflyers.com/flyer-printing/425x11-flyers.php

Google Ad Wordshttps://www.google.com/adwords/

Agency Contacts:Megan Curry972.834.7590

Marlee Ingham719.651.8012

Jorgeluis Garcia713.498.1527

Nicole Tomalin214.500.0905

Naomi Roszhart903.217.8766

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Thank you for taking the time to tour Bella Vie today, please complete this survey so that we can make your experience even better. Your answers will be anonymous. We appreciate your feedback.

How did you hear about Bella Vie? Check all that applyFacebook InstagramSnapchatGoogleBillboard

From what you know about us, did we meet your expectations?1 2 3 4 5

What type of event are you looking to host?

How likely are you to book that event here?1 2 3 4 5

Any other comments or suggestions:

RadioIn-Store PromotionTailgateFriendOther:

evaluations

We want to conduct a survey from January 2017 to July

2017 in order to determine the success of the overall cam-

paign. We will ask around 200-300 people if the know of

Bella Vie. For those who do we will want to know how they

found out about Bella Vie so we will have definitive proof

for exactly what strategies garnered the most increase in

brand awareness. We then want to ask what type of event

they might want to host at the venue, this will give us in

site on what type of market Bella Vie should highlight,

whether it is weddings, anniversaries, company parties,

etc. Finally we want to ask basic demographic questions

of our participants. This will show who was most affected

by the campaign, and let us know if the target market

was reached or a completely different audience. It may

also help determine who the target market for the next

campaign should be. In addition to this, we will also hand

out a short survey to potential clients that tour the venue.

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sources

https://www.qualtrics.com/

http://www.strategicbusinessinsights.com/vals/presurvey.shtml

http://www.bellavieevents.com/

https://www.facebook.com/Bellavielubbock/

http://www.legacylubbock.com/

http://www.overtonhotel.com/conference-center

http://www.mcphersoncellars.com/

http://thewatsonbuilding.com/nw/

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agency

Mental Aquarium noun | mental aquarium | \men-t l\ \ -kwer-- m\1. Essential for businesses looking for an innovative way to increase brand awareness and sales. 2. A creative environment where ideas thrive on involvement from both clients and team members

to sustain the strongest results.3. Breaking marketing norms to deliver the best results to our clients through both traditional and

digital advertising.

e e e

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