• To have a minimum in-store traffic count of 2,000 within the first month of operations. • To sustain a regular average traffic count of 250/ weekend and 75/weekday throughout the first year. • To achieve an average in-store OTC check of $15/visitor across the first six months of operation. • To establish a minimum of 75 specialty orders within the first month of operation and an average of125 specialty orders per month throughout the year 4 campaign scope Olga and Ben founded Polkadots Cupcake Factory in Summer 2008 with a mission in mind. They wanted to offer high-end cupcakes at a low-end price. With Olga’s engineering and Ben’s business background, the husband-wife team would bring an exact science and smart business to their new cupcake factory. Successful at their current location, Olga and Ben are prepping for a new location in Seattle, Washington, in University Village. This trendy shopping center is a well-established market for desserts with several competitors located just feet away. The environment of the new store will require careful planning in order to establish the Polkadots brand in the minds of the target consumers. Flow Media has developed a media plan that corresponds directly to the needs of Polkadots to ultimately establish a strong presence in University Village. We will be implementing concentrated efforts in the digital space in combination with captivating guerrilla tactics to attract our target markets, especially younger women who are tech-savvy. Since our targets are constantly evolving and adapting to new technology, Flow Media will focus our efforts more on creative, forward-thinking approaches rather than certain traditional elements that are not as relevant to the target markets. From March 4 th through December 30 th , Flow Media will implement a campaign that will instill a positive community image and maintain the excellent brand and product profiles established by Olga and Ben. Marketing Objectives Advertising Objectives • To achieve a 60% awareness of the Polkadots name, and a 45% knowledge of the new Polkadots location and quality product offerings among the target selected. • To successfully support three major traffic- building events, establishing at least one of these events as a long-term tool for future Polkadots campaigns.
Transcript
• To have a minimum in-store traffic count of 2,000 within the first month of operations. • To sustain a regular average traffic count of 250/weekend and 75/weekday throughout the first year. • To achieve an average in-store OTC check of $15/visitor across the first six months of operation. • To establish a minimum of 75 specialty orders within the first month of operation and an average of125 specialty orders per month throughout the year
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campaign scope
Olga and Ben founded Polkadots Cupcake Factory in Summer 2008 with a mission in mind. They wanted to offer high-end cupcakes at a low-end price. With Olga’s engineering and Ben’s business background, the husband-wife team would bring an exact science and smart business to their new cupcake factory.
Successful at their current location, Olga and Ben are prepping for a new location in Seattle, Washington, in University Village. This trendy shopping center is a well-established market for desserts with several competitors located just feet away. The environment of the new store will require careful planning in order to establish the Polkadots brand in the minds of the target consumers.
Flow Media has developed a media plan that corresponds directly to the needs of Polkadots to ultimately establish a strong presence in University Village. We will be implementing concentrated efforts in the digital space in combination with captivating guerrilla tactics to attract our target markets, especially younger women who are tech-savvy. Since our targets are constantly evolving and adapting to new technology, Flow Media will focus our efforts more on creative, forward-thinking approaches rather than certain traditional elements that are not as relevant to the target markets.
From March 4th through December 30th, Flow Media will implement a campaign that will instill a positive community image and maintain the excellent brand and product profiles established by Olga and Ben.
Marketing Objectives Advertising Objectives • To achieve a 60% awareness of the Polkadots name, and a 45% knowledge of the new Polkadots location and quality product offerings among the target selected. • To successfully support three major traffic-building events, establishing at least one of these events as a long-term tool for future Polkadots campaigns.
5
executive summary
Flow Media will implement three media flights and diversified continuous efforts throughout a campaign lasting from March 4th to December 30th. Each flight will have a central event that will boost store traffic, increase specialty orders, and enhance the community image of Polkadots.
Flight One, “Let’s Get Baking” Print: $17,048.16 Direct mail: 3,200.00 Interactive: 4,000.00 Guerrilla: 846.36
Flight Two, “The Cake is Rising” Print: $5,139.00 Direct mail: 1,600.00 Interactive: 400.00 Guerrilla: 1,035.00
Flight Three, “Icing on the Cake” Print: $4,926.72 Interactive: 6,300.00 Guerrilla: 190.00
Continuous, “Keep the Oven Warm” Print: $5,139.00 Direct mail: 1,600.00 Interactive: 400.00 Guerrilla: 1,035.00
Media Mix
Guerrilla
Interactive
Direct Mail
Print
Contingency
Budget Breakdown
Flight 1
Flight 2
Flight 3
Continuous
Contingency
Sources: Google Ad Words, media representative
SEM Keyword Local Monthly Searches Approximate CPC
cupcake bakery 90,500 $0.78
best cupcakes 74,000 0.76
bakery in seattle 22,200 2.23
cakes in seattle 14,800 1.07
cupcakes seattle 5400 1.58
dessert seattle 3,600 7.58
bakeries in seattle wa 1,300 0.93
best cakes seattle 880 1.40
best dessert in seattle 480 2.87
best cupcakes in seattle 210 1.81
cupcake shops in seattle 210 1.03
dessert places in seattle 140 1.75
gourmet cupcakes seattle 58 1.60
!
Direct Mail Post Card $0.32 each
!
Mobile Mobile Function Cost Audience Details
Mobile App provides geo targeted results in either
restaurant, music, calender, late night, bars &
clubs and slide show categories $400/month
25,220 monthly
page views
Mobile Site
condensed seattle weekly on a phone $400/month
115,800 monthly visits 320x50 px
App and Site Combination
page banner on either news, events, food,
music, blogs or slideshow page $600/month
Seattle Weekly Text Alerts
announce specials, promotoe events, announce happy hours in either the insider,
music, club, film, food, green or happy hour
category $175/text
entire seattle weekly subscriber
base
max 130 characters,
limit of 2 text
alerts a week
!
media menu
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recommendations
-media investment options-
BridesClub.com Direct access to e-mail list $40.00/month - Over 90% of brides
register with an email address
!
Sources: facebook.com, SRDS, bridesclub.com, media representatives
Inflateable Cake Trail Large Inflateable Cake $36.07
$5.44 each
130.35 for 25
Cupcake Baby Beanie Giveaway Beanie
130.35 for 25
$0.68 each when you buy 300-499
0.66 each when you buy 500-999
Cupcake Coasters in Coffee Shops
Custom Coasters
0.56 each when you buy 1000-2499
$22.74 for 2x4 feet
$38.21 for 3x6 feet
Banner
$56.30 for 4x8 feet
Volkswagen $5,595.00
Grand Opening
Car Wrap Around $99.00/month
QR Code Window Cling $368.00 for 100
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media menu
24
recommendations
-media investment options-
25
let’s get baking! -flight 1 (march 4th – march 25th)-
As pastry chefs put on their aprons and pull out their rolling pins, Flow Media is pulling out our tools to begin the execution of the media plan. Our goal is to introduce Polkadots to our trade area in University Village. We will be implementing a grand opening event in addition to providing samples to the student body of the University of Washington. We will heavy-up on our traditional and guerilla marketing to raise awareness. Continuous elements, such as online advertising, will begin in this flight and continue through December.
We will place ads in a few newspapers to support our awareness objective in this flight. The Stranger has a circulation of 81,600, comprised of 54.5% 18-34 year olds and 48% women. The Stranger is read by people who enjoy the arts, and 49.5% spend $1.00-$49.00 on eating out every week. The Stranger reaches a young trendy readership who would be on to the cupcake craze. It is also relatively inexpensive to advertise in this newspaper, allowing us to place ads four times a week for three weeks in The Stranger. Therefore, our primary and secondary markets will all be reached by advertising here. The Daily of The University of Washington is a great place to place ads that will reach students, who are part of our primary target. We will place three half-page ads a week for three weeks in The Daily.
Print
Building social media buzz is critical during the beginning of the campaign. Ads will be placed on both Twitter and Facebook to target our target audiences, who are young and tech-savvy. We will generate buzz online by creating a Facebook fan page and Twitter account, and we will post about the grand opening event to generate buzz online.
Interactive
recommendations
Source: thestranger.com, MRI
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The primary guerrilla activity of this flight and the entire campaign is the Polkadots grand opening event, called “Let’s Get Baking, Seattle!” The event will be held on March 25th to introduce the community, especially UW and University Village, to the new dessert vendor. There will be a large banner outside the store to attract University Village shoppers. Inside the store, the “Decorate a Cupcake” activity will be taking place with a choice of sprinkles and other decorations. Prior to the event, there will be a contest advertised through direct mail postcards and the Facebook page. The contest is “Create Your Own Flavor,” and the winner, selected by the staff, will be featured as the cupcake flavor of the month the following month. During the grand opening, there will be optional contact cards to fill out for updates on future promotions/events, and frequent buyer cards will be distributed with a few stamps included as a perk. Ultimately, all of these efforts are meant to instill a positive community image in the minds of our target consumers.
Guerrilla
Flight 1
Print
Direct Mail
Interactive
Guerrilla
Grand Opening!!
recommendations let’s get baking! -flight 1 (march 4th – march 25th)-
