BIK E SHOP

MACY WESTACCOUNT EXECUTIVE

MALLORY ALLREDCREATIVE DIRECTOR

MOLLY HUGHESEVENTS & PROMOTIONS

JARED TRUETTNERMEDIA PLANNER

KATHY WHEELERBUDGET & RELATIONS

t h efizzag e n c y

THE TEAM

TABLE OFCONTENTS

1

2. EXECUTIVE SUMMARY3. SITUATION ANALYSIS6. OBJECTIVES AND TARGET MARKETS 7. RESEARCH10. REBRANDING13. CREATIVE 20. PUBLIC RELATIONS22. RECOMMENDATIONS26. MEDIA29. BUDGET30. EVALUATION 31. APPENDIX

EXECUTIVE SUMMARYThe Fizz Agency had a great opportunity to develop a successful and innovative campaign for Velocity Bike Shop. We produced a campaign Velocity Bike Shop can easily implement step-by-step with our recommendations, creative strategies and public relations events. All of these elements are crucial to thecampaign and for Velocity Bike Shop to obtain high brand awareness, maintain customer retention and ac-quire new customers.

We believe our campaign encompasses everything Velocity is looking for in a new advertising and market-ing direction and strategy. The Fizz Agency is giving Velocity the tools to become the go-to local bike shop in Lubbock for college students, families and competitive cyclists.

The campaign will begin January 2013 and last through the entire year, ending in December. We conducted primary and secondary research to help us form our objectives. The Fizz Agency’s overall goal is to strength-en and build relationships between Velocity Bike Shop, its’ consumers and the Lubbock community. Our objectives are reasonable and measurable for this campaign.

CAMPAIGN OBJECTIVES-Increase brand awareness by 25%-Increase the volume of likes on Velocity Bike Shop’s Facebook page by 100-Obtain at least 100 followers on Velocity Bike Shop’s Twitter account-Increase their bike repair awareness at Velocity Bike Shop by 25%

We went above and beyond to gather the best primary and secondary research. We conducted two surveys, a creative focus group and gathered information from consumer insight reports. The data gathered from our research helped to establish our creative strategies and tactics. After we conducted our creative focus group, we were able to incorporate all of the participants’ comments to select and produce our overall campaign, “What’s Your Terrain?”

We hope our campaign exceeds Velocity Bike Shop’s expectations and improves Velocity’s marketing and advertising approach in the future.

2

SITUATION ANALYSISAaron Uzzell founded Velocity Bike Shop in 2006. The store is still located on 50th and Memphis in Lubbock, Texas, their original location. The word, velocity, means speed. However if you break the word into two, velo and city, an interesting word interplay becomes apparent. Velo, means wheel in Italian. Therefore, the combination of the two syllables creates the brand phrase “wheel city”. The logo can be read both ways and there is a crank and chainring in place as the “O”.

Velocity has been a key supporter of the Texas Tech Cycling Team and is also a member of the West Texas Cycling Association, an organization that holds and promotes bike races and other events in the panhandle area of Texas.

Customer service is a top priority for Velocity. The employees believe in sending a customer to a competitor’s shop if Velocity cannot provide the brand of bike or accessory a customer needs. This shows that the employees put customer service first before making a sale.

The repair shop offers three levels of repairs, which range from a simple tune up to a full-bike repair. The repair shop area is located in the center of the shop for customers to view. Velocity prides itself on the bike knowledge of its employees. The bike repair area allows customers to witness the employees’ skills.

Velocity has something for everyone, whether it is top-of-the-line racing bikes or beginner bikes for kids. Velocity Bike Shop’s long-term goal is to eventually expand into the Midland/Odessa market. This goal is attainable because there is not a significant amount of competition in that market.

BRAND OVERVIEW

Velocity Bike Shop is located in the centerof Lubbock. This means more trafficis generated to attract potentially new consumers. Consumers interested in mountain biking, trail riding and road bikes are all attainable because of the products and services Velocity provides. The awareness of the shop is low and they are currently only using word-of-mouth to generate awareness.

CURRENT POSITION

As of 2010, the Lubbock population is at 229,573. Lubbock’s growing population consists of beginner bike riders, bicycle enthusiasts, leisure riders, and competitive cyclists. Because of Lubbock’s low cost of living, great schooling, college town environment and diverse business environment, people are inclined to stay in Lubbock and enjoy its full potential. Biking is a great way to stay in shape, have fun with family or friends, and get around town. The increasing price of gas is causing people to re-think low cost transportation, like public transit and most importantly bicycling.

INDUSTRY OVERVIEW

3

Velocity’s welcoming and experienced staff makes for a great experience. Whether someone is getting a bike tune up, checking out new products, or purchasing a new bike, the experienced staff is available with incredible bike knowledge. Velocity specializes in road and mountain bikes, but also has a wide variety of bikes for leisure and beginner riders.

As mentioned before, Velocity is located in the center of Lubbock. This enables it to provide for a variety of consumers other than Texas Tech students. Some of its competitors are located more towards campus, therefore their competitors target market seems to lean toward Texas Tech students. Velocity’s current consumers consist of students, kids, professionals and workers. “We have a broad range of customer types that come through our doors. Since we are further away from Tech, we are not only a store that caters to Tech students.” Derek, manager at Velocity Bike Shop.

Velocity caters to a large variety of people which makes it a well-rounded bike shop. Velocity’s customers are categorized by their biking genres and experience, which include mountain bikers, BMX riders, racers and non-racers plus commuters. Consumers visit Velocity because their staff is veryknowledgeable about the bicycling industry. “ I went in looking for acertain part for my bike and they knew exactly what to give me. It was a very good experience. They (Velocity) are their own store,they will hook you up with what you need.” Adam Newton, participant in our creative focus group.

Yet, some consumers are more likely to shopat Walmart or Academy because of theirlow prices and their previous experienceswith the stores. Local bike shops arefinding more competition as these chain retail stores grow and increase their inventory in thebicycling industry.

UNIQUE SELLING POINT

VELOCITY SWOT (strengths, weaknesses, opportunities, threats)

CONSUMER ANALYSIS

-OTHER BIG NAME BIKE SHOPS SUCH AS: BROADWAY BIKES, SUN ADVENTURE, DFC, SOUTH PLAINS CYCLE-CHAIN RETAIL STORES SUCH AS: WALMART AND TARGET-BIG FRANCHISES LIKE ACADEMY-LUBBOCK’S WEATHER IS NOT CONSISTENT. IT IS NOT ALWAYS THE BEST CLIMATE TO RIDE

-FRIENDLY ENVIRONMENT-SELL A VARIETY OF BIKE BRANDS-SELL DIFFERENT BIKES FOR DIFFERENTLEVELS OF CYCLISTS-SELL BIKING ACCESSORIES-CENTRALLY LOCATED IN LUBBOCK-WELL-EDUCATED EMPLOYEES-REPAIR SHOP IN THE STORE

-ONLY TYPE OF ADVERTISING IS WORD OF MOUTH-WEBSITE IS HARD TO NAVIGATE-SOCIAL MEDIA IS NOT UP-TO-DATE

-DEVELOP A STRATEGIC MARKETING PLAN-ADVERTISE IN A VARIETY OF MEDIA SUCH AS: PRINT, TV, RADIO, OUTDOOR AND SOCIAL MEDIA-UPDATE SOCIAL MEDIA OUTLETS-POTENTIAL GROWTH WITH REACHING A NEW TARGET MARKET-DEVELOP A NEW WEBSITE TO ATTRACT NEW MARKETS

S

{

{{{

WOT4

Lubbock provides various bike purchasing options for consumers who are looking to purchase a new bike or bike gear. These locations include chain retailers, online retailers and local bike shops. The chain locations hold power over the local shops because of their well-known brand personalities. Although, the local shops are packed with customer service guarantees like repair centers and educated staff members.

COMPETITION

S

{

{{{

WOT

S

{

{{{

WOT

-LARGER AMOUNT OF BICYCLE BRANDS AND PRODUCTS ASSOCIATED WITH BICYCLES VIEWED AT ONCE-REVIEWS OF BICYCLES AND PRODUCTS AVAILABLE TO THE CONSUMER-CONSUMERS ARE FAMILIAR WITH THESE SITES BECAUSE OF PREVIOUS PURCHASES

ONLINE BIKE RETAILERS SWOT (strengths, weaknesses, opportunities, threats)

CHAIN BICYCLE RETAILERS SWOT (strengths, weaknesses, opportunities, threats)

-SOME SITES HAVE HIGH SHIPPING FEES-MAY NOT FIND THE EXACT BICYCLE OR PRODUCT YOU WANT

-THESE SITES ARE GROWING AND BUILDING WITH MOBILE ABILITIES-CONSUMERS WANT TO SELL WHAT THEY HAVE IN ORDER TO GET WHAT’S NEW AND THESE SITES COME IN HANDY

-NO SITE IS 100% TRUSTWORTHY

(Walmart, Academy, Target)

LOCAL BIKE SHOPS SWOT (strengths, weaknesses, opportunities, threats)

(Broadway Bikes, South Plains Cycle, Sun Adventure Sports, DFC Cycles and Fitness, Tech Outdoor Pursuits Center)

S{

{{{

WOT -LIMITED PARKING ON A POPULAR STREET(Broadway Bikes)

-LUBBOCK IS EXPANDING AND GROWING PAST THE LOOP (Sun Adventure Sports and DFC) -CONSUMERS DO NOT THINK OF THEM AS A SOURCE TO PURCHASE BICYCLES ONLINE ON THE WEBSITE (DFC)

-CLOSE TO OR ON TEXAS TECH CAMPUS (Broadway Bikes and OPC)-REPAIR DEPARTMENT IS WELL-KNOWN (Broadway Bikes)-BICYCLE BUYING TIPS ON THE WEBSITE HELP (DFC)-HOST IN-STORE CLINICS AND REPAIR WORKSHOPS (DFC)-MAP OUT RIDES AND SET UP GROUP BICYCLE RIDES ON THE WEBSITE (DFC)- UTILIZE SOCIAL MEDIA SITES AND UPDATE (Sun Adventure Sports)-BUY AND SELL USED BIKES (Sun Adventure Sports) -PROMOTE ENVIRONMENTAL AWARENESS AND COMMUNITY (South Plains Cycle)-BIKE TECH PARTNERSHIP (OPC)

-SMALLER SELECTION OF BICYCLES (Broadway Bikes)-LOCATION IS FAR FOR TEXAS TECH UNIVERSITY CAMPUS (Sun Adventure Sports)-ONLY BIKE RENTALS ARE AVAILABLE (OPC)

-LOCATION ATTRACTS INCOMING COLLEGE STUDENTS (Broadway Bikes)-INCREASE AMOUNT OF BICYCLE BRANDS OFFERED-PROVIDE SIMPLE AND EASY GUIDE ON WEBSITE TO HELP CUSTOMERS REPAIR THEIR CURRENT BICYCLES (Sun Adventure Sports)-OPEN ON SUNDAYS SO WEEKEND TRAFFIC IS INCREASED (Sun Adventure Sports)-AWARENESS IS HIGH AMONG LUBBOCK CONSUMERS-GEAR SWAP (OPC)-BIKE REPAIR SERIES (OPC)-BIKE TECH LOAN PROGRAM (OPC, DFC, BROADWAY BIKES)

-BRAND AWARENESS IS STRONG-OFFER ONE-STOP-SHOP CONVENIENCE-PROVIDE LOWER PRICES THAN LOCAL RETAIL SHOPS

-STAFF IS LESS EDUCATED ABOUT BICYCLES AND ACCESSORY PRODUCTS-LOWER QUALITY AND GENERIC BIKES

-DEALS AND DISCOUNTS ARE EASIER TO FIND -LOW PRICE, LOWER QUALITY

-HIGH PRICE AND HIGH QUALITY PRODUCTS ARE OFFERED ELSEWHERE

5

OVERALL GOALStrengthen and build relationships with consumers and the Lubbock community.

MEASURABLE AND REALISTIC OBJECTIVES-INCREASE BRAND AWARENESS BY 25%

-INCREASE VOLUME OF LIKES ON VELOCITY’S FACEBOOK PAGE BY 100

-OBTAIN AT LEAST 100 FOLLOWERS ON VELOCITY’S TWITTER ACCOUNT

-INCREASE BIKE REPAIR AWARENESS AT VELOCITY BY 25%

MISSION STATEMENTGive Velocity the tools to become the go-to local bike shop in Lubbock for college students, families and competitive cyclists.

SEGMENTED MARKETS

STUDENTS Texas Tech University students are looking for alternatives to driving on campus and around Lubbock. They are seeking bikes for transportation, leisure and exercise.

FAMILIESFamilies who are looking to connect with the Lubbock Community, start or continue a healthy lifestyle and create life-long memories through riding bikes.

COMPETITIVE CYCLISTSA competitive cyclist, meaning those who compete in races or who are competitive in nature, will be targeted by Velocity because of their appreciation for higher-quality bikes and gear and their desire to ride their bikes frequently.

BRAND PERSONALITIES ECO-SAVVY JEN is a college-age student who works part-time as a coffee shop barista. Her annual income is less than $25,000. She is environmentally aware, a multi-tasker, can be easily distracted, volunteers, exercises and prefers to ride a bike over a car. JACK OF-ALL-TRADES is a coach and teacher at a local high school, and is in his 30’s. His annual income is between $25,000 to $49,999. He is married with two kids. He likes the outdoors (hiking, fishing, camping), exercises, devotes time to his family, enjoys fixing the house, drives a truck and rides a mountain bike. LIVING FOR THE WEEKEND RAY is a lawyer with an annual income between $75,000-100,000. He is in his 40’s, unmarried and does not have kids. Ray competes in competitive bike races, keeps up-to-date with the latest technological trends, likes to stay active on the weekends, drives an SUV and rides a Specialized Bike.

6

GOALS, OBJECTIVES AND TARGET AUDIENCE

RESEARCHWe have decided for our primary research to conduct two surveys and a focus group, while also gathering secondary research through Experian Simmons Consumer Research Insights. Ourprimary and secondary research will allow us to focus on our three segmented target markets. In the end, our findings for our primary and secondary research helped develop our campaign.

RESEARCH GOALS -REASONS WHY PARTICIPANTS BIKE-TIMES OF THE YEAR PEOPLE BIKE-WHERE PARTICIPANTS BIKE-PARTICIPANTS FAMILIARITY WITH LOCAL BIKE SHOPS-PARTICIPANTS FAMILIARITY WITH VELOCITY BIKE SHOP-TYPE OF MEDIA PARTICIPANTS USE-IMPORTANCE OF BIKE REPAIR-PARTICIPANTS REASONS FOR OWNING OR BUYING A BIKE

EXECUTIONPRIMARYONLINE SURVEY: We designed an online survey to answer our research goals. We had 300 people complete our survey and we targeted all different ages groups to give us a variety of information.

CREATIVE SURVEY: We conducted a creative survey to see which logo people seemed to like the most. We had 93 people complete this survey.

CREATIVE FOCUS GROUP: We conducted a creative focus group with nine participants. The focus group had both professionals and students attend. This focus group was designed to determine which creative strategy our target audience could relate to and why.

SECONDARYExperian Simmons Consumer Research InsightsDefinition: “Instant profile reports, comprehensive data-mining, crosstabs and correspondence mapping provide in-depth understanding of consumer targets.”

We gathered consumer insights on how often people ride bikes, who rides bikes and how this information relates to their media consumption.

7

When determining our schedule of media, we discovered a pattern of bike riding through the seasons. As we suspected, Summer and Spring are the high point seasons.

PRIMARY SURVEY RESULTSOur primary survey results helped us determine our campaign direction and theme. Majority of our participants were students and professionals, ages 18-24, and almost evenly distributed between males and females.

WHY PARTICIPANTS RIDE BIKES

WHEN PARTICIPANTS RIDE BIKES

LEISUREEXERCISE

TRANSPORTATIONBMX

74%13%

6%

7%

We found leisure to be the top reason why participants ride bikes.

GENDER OF PARTICIPANTS

138

162

MALE

FEMALE

37%

59%STUDENT

PROFESSIONAL

RETIREE3%

OCCUPATION OF PARTICIPANTS

FALL

WINTER

44%

36%7%13%

SUMMER

SPRING

Discovering where consumers are more likely to buy a bike helped us determine why and what the consumers like about Velocity Bike Shop’s competition.

WHERE DO PARTICIPANTS BUY BIKES39% Academy17% Walmart 6% Target 6% Online25% Local Bike Shops 7% “Other” (garage sales, Craigslist, etc.)

One of our main objectives is to increase the awareness of Velocity Bike Shop. We discovered majority of survey participantswere not aware of Velocity Bike Shop.

PARTICIPANT BIKE OWNERS45% Currently own a bike3% Do not own a bike, but rent when they ride38% Do not own a bike and are not interested in purchasing one14% Do not own a bike, but are interested in purchasing one

Finding a connection with our target audiences is key. An important online survey finding was social media and TV media produced high results. Media usage helped us determine where to divide media in our budget.

We figured out who our consumers are by asking whether or not they currently own a bike or are in the market for a new one.

MEDIA USAGE

SOCIAL MEDIATELEVISION

RADIO

MAGAZINE

NEW

SPA

PER

45%27%

11%

9%

8%

We wanted to gain insight about the importance of bike repair in Lubbock. Having expert bike shop employees repair customers’ bikes proved important.

IMPORTANCE OF BIKE REPAIR50% of the 18-24 males and females believe that dependable bike repair is important to them52% of the 25-34 males and females believe that dependable bike repair is important to them47% of the 35-44 males and females believe that dependable bike repair is important to them.

YES

No

30%

70%

AGE OF PARTICIPANTS

18-24

59%

24-3519%

35-44

45+11%10%

PARTICIPANT KNOWLEDGE OF VELOCITY BIKE SHOP11% have heard of Velocity Bike Shop

DO THEY KNOW ABOUT LOCAL BIKE SHOPS

8

CREATIVE FOCUS GROUPOur team discussed three potential ideas for our campaign to our nine participants. We wanted to get insight about which direction we should take.

The participants who previously knew about Velocity Bike Shop gave us their opinions about what Velocity has to offer consumers. They informed us Velocity’s employees are friendly and are very knowledgeable about the bicycling industry. This led us to consider focusing part of our campaign attention on the bike repair portion of Velocity.

Our participants’ biking experience ranged from beginner to expert. This provided uswith several different opinions and experiences when we showed participants ourcreative samples. We discovered competitive cyclists like intensity associated with Velocity while other lower-level bikers preferred a relaxing and non-aggressive tone.

Our participants liked certain aspects from each big idea and from there we were ableto mix the three big ideals into one solid campaign theme. We were able to focus onour three segmented markets.

EXPERIAN SIMMONS CONSUMER RESEARCH INSIGHTSOf those who rode bikes in the last 12 months

GENDER MALE-Of the Male population sampled, 15.8% rode in the last 12 months.-Within the last 12 months, 60.7% were Male.

GENDER FEMALE-9.5% of the Female population rode in the last 12 months.-Within the last 12 months, 39.3% were Female.

52.7%

26.9%19.4%1.1%

C

B A

D

"I like that it was an intense action shot.""It's all about getting someone's adrenaline going."

"If I saw the looking up and looking down with different bikes and gear it would make me think of this store selling different type of bikes and stuff."

"I like that the tagline was short and simple.""I LIKE THE TERRAIN IDEA A LOT, IF YOU COULD FIND A SIMPLE WAY"

I like the representation of all three colors starting with the DARKEST working towards the LIGHTEST.“ ”Having black in the front half of the logo really gets my attention.“ ”

CREATIVE SURVEYUsing SurveyMonkey.com, we were able to find out which logo option was preferred and gather comments about why they chose their favorite logo.

TV: Of the people who rode bikes in the last 12 months, 20% were exposed to TV all day.

RADIO: Of the people who rode bikes in the last 12 months, 20.4% were exposed to radio all day.

COUPONS: Of the people who rode bikes in the last 12 months, 40.8% use coupons.

9

REBRANDINGWith the addition of the new Velocity Bike Shop logo, we took into consideration all aspects of its current branding elements. This includes rebranding all letterheads, business cards, envelopes, store sign and brochures. By rebranding these elements it continues our theme of taking a new direction with Velocity.

BIKE CHECK With high results of bike repair importance from our survey, we decided it was crucial to rebrand Velocity’s repair shop. Their repair shop will now becalled Velocity Bike Check. It is called Bike Check because it reminds currentand new customers to periodically check the quality and efficiency of theirbikes by bringing it in to Velocity. This is an easy way to boost Velocity’s sales, reputation and help us reach our goal of raising Velocity’s bike repair awarenessby 25%.

BIK E SHOP

STYLE GUIDEWith the new color scheme we decided to add grey to the color palette. Since this is a college city we wanted to differentiate Velocity from Texas Tech University’s school colors. This also would make Velocity stand out among its competitors.

C=6M=99Y=99K=1

C=58M=49Y=46K=15

C=0M=0Y=0K=100

Myriad Pro RegularMyriad Pro LightMyriad Pro BoldMyriad Pro Black321 Impact

LOGO REDESIGN We conducted a creative survey to discover which logo of our creation would be most appealing. The survey included a total of four different logos to choose from, including the current logo. Out of 93 completed surveys, the favorite was option three. The updated color scheme includes a new color in the palette, grey. We also wanted to incorporate Velocity being separated into two words, “Velo” and “City”. The black and red font colors, along with the grey chainring, emphasize the separation of the word.

STORE SIGNThe current Velocity outdoor sign does not include Velocity Bike Shop’s new campaign color scheme, we found it important to update the store sign. The store sign will now showcase Velocity’s new redesigned logo.

REBRANDING

10

AARON UZZELLOWNER/EXPERT CYCLISTaaron@velocitybikeshop.net

what’s your

TERRAIN?BIK E SHOP

PRINT MATERIALS The Fizz Agency updated all old brand elements with the new Velocity Bike Shop logo. Displayed is the new letterhead, envelopes and business cards for Velocity.

BANNERThe Fizz Agency designed a vinyl banner that will be showcased at all Velocity Shop events and races they participate in or host.

SIZE: 3ft. x 12 ft. QUANTITY: 1

BUSINESS CARDSSIZE: 2in x 3.5inQUANTITY: 3,000

LETTERHEADSIZE: 8.5in x 11in QUANTITY: 1,000

ENVELOPESSIZE: 4.125x9.5QUANTITY: 1,000

11

BROCHUREA brochure will be an efficient and informativeway to advertise and get into the homes of Velocity’s consumers.

When a customer purchases Velocity Bike Shop’s merchandise they receive an informational brochure that further explains Velocity’s history, Track Your Terrain Rewards Program, Ride Far Reach Wide event and Velocity Bike Check.

SIZE: 11in x 8.5inQUANTITY: 1,000

12

CREATIVEMESSAGEOur creative message is the idea that each rider has their own TERRAIN, or path, that they choose to ride on. The creative message provides Velocity Bike Shop with an opportunity to boost brand perception, maintain current customer relations and acquire new customers.

STRATEGY The Fizz Agency developed strategies that centered around our three target audiences. Velocity will encourage the audiences to discover adventure and solutions through bikes, accessories and Velocity services.

TONEThe Fizz Agency wants to communicate to Velocity’s consumers a variety of tones depending on which segment of the market we are targeting. Our tone is powerful and challenging. We wanted to subtly challenge the audience to discover their terrain in an assertive yet, informative way. Also, the tone is adventurous, high-energy and centered around a sense of community.

CAMPAIGN NAMEThe definition of Velocity is the direction of speed. Using this theme of direction, we considered all the different paths bike riders take. The term TERRAIN is our way of connecting all paths with our target audiences.

13

velocitybikeshop.net - 50th & Memphis

it’s your TERRAIN�nd a bike or gear for your path

trails, streets, ramps or campus

BIK E SHOP

bike to campus and save money

BIK E SHOP

your

W W W.V E LO C I T Y B I K E S H O P. N E T

TERRAIN?what’s

3829 50th Street Lubbock, TX 79413806.368.9233

@velocitybikeshoplike us on facebook

NEWSPAPER PLACEMENTOur newspaper advertisements will be printed in a grey scale and different sizesdepending on our newspaper vehicles. Both of our newspaper advertisements will be considered general advertisements for Velocity. The call-to-action for our newspaper advertisements is to visit Velocity’s website, shop and social media accounts.

SIZEAvalanche Journal - 3in X 2inDaily Toreador - 1.5in X 2in

TARGET AUDIENCEAvalanche Journal - Families Daily Toreador - College Students

CAMPUS CASHThe Campus Cash coupons will be printed in black and white design. The first coupon will display everything Velocity Bike Check has to offer to its’ customers. The second coupon is a 10% off coupon that will increase sales for Velocity. Both coupons are promoting Velocity Bike Check to its customers. The call-to-action is to increase awareness of Velocity Bike Check.

SIZE3.5in X 2in

TARGET AUDIENCECollege Students

14

GUERILLA MARKETINGOur guerilla marketing will promote the repair and tune up services now known as Velocity Bike Check. The die cut handlebar hangers will be placed on bike handlebar hangers at Texas Tech’s campus, local parks and apartment complexes. The die cut are in the shape of check marks to keep in theme with the Bike Check name. The die cut guerilla marketing method will alert bike owners to visit Velocity’s website and store location to find out more information on where to take their bike for repairs or tune ups. This is an easy and creative method to reach our target audience directly through their bikes. Most importantly our die cut handlebar hangers will help us reach our goal of raising Velocity’s bikerepair awareness by 25%.

15

SIZE8.5in X 3.5in

QUANTITY4,000

TARGET AUDIENCECollege Students, Families and Competitive Cyclists

TV COMMERCIALThe television spot will reach all market segments. The commercial will show different aspects of cycling that appeal to different consumers. Viewers of the ad will discover what type of terrain they want to ride on. This tactic will provide a method for Velocity to build and maintain a higher brand awareness throughout the Lubbock community.

TARGET AUDIENCECollege Students, Families and Competitive Cyclists

TV – STORYBOARD – 30 SEC SPOT - “FIND YOUR TERRAIN”All video comes from behind the handlebars and is consistent throughout the spot.

0-2 SEC Rider begins riding with the view from behind the handlebars, riding on the Texas Tech campus. AUDIO: Bike sounds, crank, squeaks, etc.

10-13 SEC Video on left slides out and full frame is focused on commuter rider.AUDIO: Music continues

21-24 SEC Last terrain wides to encompass the entire frame. AUDIO: Music continues

24-30 SEC Overlay of Velocity logo, address, website and social media information. AUDIO: Music quiets for voice overV/O: What’s your terrain? Gear up and pedal out to Velocity Bike Shop to find out what terrain is right for you.

13-17 SEC New video slides into the right side of the frame showing off-roading terrain.AUDIO: Music continues

17-21 SEC Final video slides into view on the left side of the frame which shows a rider on a path in the park.AUDIO: Music continues

2-6 SEC Second frame of same rider slides in. This splits the screen.AUDIO: Upbeat music begins

6-10 SEC Video from frame one is replaced by a different video of a rider commuting. AUDIO: Music continues

16

VIRAL VIDEOTo get Velocity Bike Shop consumers more involved in social media, The Fizz Agency will incorporate a viral video based on the WHAT’S YOUR TERRAIN campaign theme. Our viral video shows various terrains people can ride on in Lubbock. The viral video, produced with a GoPro camera, will be posted on Velocity’s Facebook page and featured on their website. The call-to-action will encourage consumers to video themselves or friends while riding on their terrain of choice. They will post it on the Velocity Facebook page and trend it on Twitter. This tactic will improve Velocity’s customer and community relations and encourage consumers to be engaged in Velocity’s social media sites.

TARGET AUDIENCECollege Students, Families and Competitive Cyclists

what’s yourTERRAIN?what’s your

TERRAIN?

17

TRACK YOUR TERRAIN30 second Spot

MUSIC: Classic rock

MALE ANNCR: Ride your bike and get fit. Switch gears, grab your helmet and pedal over to Velocity Bike Shop to be a part of our Track Your Terrain Rewards Program.

Starting Sept. 1, keep track of every mile you ride on whatever terrain you prefer. Each mile you ride, is a mile closer to a discount at Velocity Bike Shop. Find the right bike and gear for your terrain.

Learn more about the Track Your Terrain Rewards Program today. Sign up online at velocitybikeshop.net or visit our shop at 50th and Memphis.

GENERAL BRAND AWARENESS VELOCITY BIKE SHOP 30 Second Spot

MUSIC: Classic Rock

MALE: Is your terrain riding down neighborhood streets to teach your son how to ride a bike?

FEMALE: Is your terrain riding your bike to campus to avoid high gas prices?

MALE: Is your terrain riding a fast-paced trail to get an adrenaline rush?

FEMALE: What’s your terrain? Let Velocity Bike Shop help you switch gears. No matter what path your bike takes you on, pedal over to Velocity Bike Shop. Check out our wide variety of bikes or talk to one of our expert employees.

MALE: Visit velocitybikeshop.net or stop by Velocity Bike Shop located at 50th and Memphis to find the right gear for your terrain.

RIDE FAR REACH WIDE RADIO 30 Second Spot

FEMALE: Join Velocity Bike Shop as they host the Ride Far Reach Wide event this Saturday, April 27th at Mackenzie Park in honor of Big Brothers Big Sisters.

Come learn about bike safety before the Summer heat arrives. Enjoy free food, music and a ride through the park with family and friends. Tickets can be purchased at Velocity Bike Shop located at 50th and Memphis or go to velocitybikeshop.net to learn more about Ride Far Reach Wide.

GENERAL BRAND AWARENESS VELOCITY BIKE SHOP 15 Second Spot

MUSIC: Classic Rock

FEMALE: Trails, streets, ramps or campus. No matter what path your bike takes you on, it’s your terrain. Pedal over to Velocity Bike Shop to check out our bikes and gear. Visit us today at velocitybikeshop.net or at 50th and Memphis.

RADIO SPOTSAll radio spots relate to our specific target audiences. The 30 second Ride Far Reach Wide radio spot informs our targets about the Big Brothers Big Sisters of Lubbock partnership event. The Track Your Terrain Rewards Program is a 30 second radio spot that educates participants how and where to sign up for the program. There are two radio spots, a 15 second and a 30 second spot, that will promote general awareness for Velocity Bike Shop.

TARGET AUDIENCECollege Students, Families and Competitive Cyclists

18

campus is yourTERRAIN

bike and save gas 50TH & MEMPHIS

WWW.VELOCITYBIKESHOP.NET

BIK E SHOP

ADRENALINE BILLBOARDThe first billboard showcases a cyclist experiencing an adrenaline rush while on their bike in an extreme terrain. The billboard is placed outside of Lubbock to reach our audience while they are on their way to extreme terrain locations such as Palo Duro Canyon. A competitive cyclist, meaning those who compete in races or who are competitive in nature, will be able to relate to this billboard. It is important to not show the face of the rider so the viewer can place them-selves in the riders’ point of view. There is a call to action to send viewers to Velocity’s location or online to their website.

TARGET AUDIENCE: Competitive Cyclists LOCATION: New Deal, TexasCOST: $2,525

ALTERNATIVE TRANSPORTATION BILLBOARDThe second billboard targets our budget-conscious college audience. With gas prices on the rise, students are looking for alternatives to driving to campus and around Lubbock. The billboard suggests a benefit of riding a bike is biking to campus. The billboard is placed right near campus because college students will always pass through this area on their way to or from campus. The

TARGET AUDIENCE: College StudentsLOCATION: 19th and UniversityCOST: $3,450

FAMILY TIME BILLBOARDThe third billboard shows a family holding hands and the dad pushing a bike. This will represent the connection between Velocity and the Lubbock community. Linking families to Velocity will maximize the reach of our campaign. The billboard expresses the healthy lifestyle and life-long memories Velocity will create for families. The billboard is placed in the center of Lubbock because it is near the Velocity location and it is a high-traffic area for our family audience. Our family audience will be driving around the center of Lubbock to commute to and from work, run errands and go out for enterainment.

TARGET AUDIENCE: FamiliesLOCATION: 50th and IndianaCOST: $1,725

what’s your

TERRAIN?

BILLBOARDSThe billboards are designed for each target audience. The Fizz Agency will provide Velocity with a large visual method to attract our target audiences in Lubbock. The multiple billboard locations will help Velocity reach new areas of Lubbock and New Deal, Texas.

50TH & MEMPHISWWW.VELOCITYBIKESHOP.NET

BIK E SHOP

WWW.VELOCITYBIKESHOP.NET

travel your

TERRAINtogether

BIK E SHOP 50TH & MEMPHIS 19

PUBLIC RELATIONSAlong with our advertising and marketing campaign, we are establishing two PR events. Ride Far Reach Wide partnership with Big Brothers Big Sisters and our rewards program and Track Your Terrain Rewards Program will connect Velocity with the community and provide an outlet for customers to get healthy and ride their bikes.

TRACK TERRAINyour

TRACK yourTERRAIN

TRACK YOURTERRAIN

Track Your Terrain Rewards Program promotes healthy habits in the Lubbock community and gives customers incentives in return. Participants must buy a bike odometer from Velocity Bike Shop to be eligible for the rewards program. The odometer will track the number of miles participants ride during the campaign year. The competitive cyclist audience will be reached, seeing as they ride many miles in races, for transportation and leisure.

Track Your Terrain is another opportunity to expand on the social media for Velocity Bike Shop, which will be overlooked by the Brand Ambassador. Track Your Terrain participants will be able to take photos on Instagram of all the terrain they visit, update their Foursquare on the various biking terrains and post to Twitter using the hashtag #TrackYourTerrain or #TYT.

PARTICIPANTS ARE ENTITLED TO RECEIVE: 200 miles = Free Bike Check 600 miles = 15% off accessory purchase 1000 miles = 50% off a bike repair 2000 miles = 10% off a bike purchase

20

The Ride Far Reach Wide event is an annual opportunity for Velocity Bike Shop to team up with Big Brothers Big Sisters of Lubbock to reach out to the community. The dual promotion with Big Brothers Big Sisters of Lubbock will optimize reach and resonate well with our audience.

This specific event will promote bike safety in the Lubbock community. Participants will ride their bikes in the Kids 5K or Adult 10K. The event will target our familyaudience, college audience and even competitive cyclist audience.

The ticket sales and on-the-spot donations will be given to Big Brothers Big Sisters of Lubbock.

Participants will sign up and purchase their ticket at Velocity Bike Shop or online. Contact information will be required and will start a great database for Velocity Bike Shop.

On the day of the event, participants will check in upon arrival. Before the start of events, Velocity Bike Shop and Big Brothers Big Sisters will educate the community on bike safety importance. After the 5K and 10K, Rudy’s Barbeque will cater.

Word will be spread via social media, including Facebook and Twitter, and traditional forms of media. A press release will be sent to the Avalanche Journal to raiseawareness. We will trend the Ride Far Reach Wide event in a hashtag, #RFRW. This event is also a great opportunity for Velocity Bike Shop to utilize their new rebranded banner.

Contact Person: Aaron Uzzell Day Telephone: 806-368-9233Email: bikeman@velocitybikeshop.net

RELEASE: April 22, 2013

Velocity Bike Shop Pairs Up With Big Brothers Big Sisters

Lubbock, Texas- Velocity Bike Shop will announce their partnership with Big Brothers Big Sisters by hosting the Ride Far Reach Wide event. All proceeds will be donated to Big Brothers Big Sisters to support their cause. The event will promote bike safety within the Lubbock community.

Ride Far Reach Wide will be held at Mackenzie Park on Saturday, April 27th from 1:00 - 3:00 p.m. Everyone interested in participating will enjoy a Kid 5K or Adult 10K around the park and Rudy’s Barbeque for lunch. Members of Velocity Bike Shop and Big Brothers Big Sisters will educate the community on how important bike safety is.

Stop by Velocity Bike Shop at 50th and Memphis to sign up and pay for tickets. Tickets are $15 for adults, $10 for students and $5 for kids. Visit www.velocitybikeshop.net for more information.

WHEN: April 27, 2013

TIME: 1:00pm - 3:00pm

WHERE: MacKenzie Park

COST: $2,000 allocated Food Cost (Rudy’s BBQ): $425 per 50 people Food permit: $50 for two day Noise permit: $50 1 day Sound system rentals: $75

TICKET COST FOR PARTICIPANTAdults - $15Students - $10Kids - $5

21

RECOMMENDATIONSPARTNERSHIP BIG BROTHERS BIG SISTERS OF LUBBOCK (BBBS)

We also recommend Velocity Bike Shop continue and form a more prominent and assertive partnership with the Texas Tech Federal Credit Union Bike Tech Bike Loan program. In the past, thepartnership with TTFCU has not been used to its full potential.

Bike Tech, in conjunction with the Texas Tech Federal Credit Union, created the Bike Tech Loans Program to loans $500 to Tech students so they can purchase a bike from a local bike shop, interest free for up to a year. The local bike shops that are already in partnership are DFC, Broadway Bikes and Tech Outdoor Pursuits Center.

During the creative focus group we asked our participants about their TTFCU Bike Tech Bike Loan knowledge and majority had no knowledge the program existed. When asked if they would have used the program during their college careers, a majority of them agreed they would have looked into the program had they known about it.

Knowing this, we recommend Velocity informs their customers about the TTFCU Bike Tech Bike Loan at the shop, online and via social media. Traditional media spots such as, billboards, radio spots, and print can be utilized to promote the partnership so students use their bike loan at Velocity’s competitors.

We recommend Velocity Bike Shop to form a partnership with Big Brothers Big Sisters of Lubbock mentoring program.

“We have known all along that Big Brothers Big Sisters’ mentoring has a long-lasting, positive effect on children’s confidence, grades, and social skills,” affirms Karen J. Mathis, Big Brothers Big Sisters of America’s President and CEO.

Teaming up with the BBBS will communicate a movement of community and formulate a good image for Velocity Bike Shop. In Lubbock there is a huge opportunity raise awareness about Big Brothers Big Sisters. Partnering Velocity with BBBS will provide another outlet to spread the word about the inspiring program.

The mission of The Big Brothers Big Sisters Program is to help children reach their potential through professionally supported, one-to-one relationships with mentors who have a measurable impact on youth. Becoming a community supporter of the BBBS will be beneficial for the Velocity Bike Shop for three main reasons.

The first reason the partnership will be beneficial is the positive PR generated from the partnership. Since awareness is one of our main objectives, the BBBS partnership will help achieve our objective.

Expanding Velocity Bike Shop’s reach is the second reason BBBS partnership will bebeneficial. One of our segment markets is families. They enjoy being involved in thecommunity and feel as though a company is more trustworthy when they care about their local community.

The final reason the partnership with BBBS will benefit Velocity is the established relationship BBBS has with college students. College students spend time with their little sisters or brothers on a weekly basis and they would associate the BBBS message with Velocity’s community message.

PARTNERSHIP BIKE TECH LOAN PROGRAM

22

Social media is making a huge impact on the way people respond to advertising. We plan to create and update four branches of social media. These include Facebook, Twitter, Instagram and Foursquare. This will help us reach our objectives of increasing volume of likes on Velocity’s Facebook page by 100 and obtaining at least 100 followers on Velocity’s Twitter account. Facebook is an outlet people use to contact friends, keep up with news and find more information about the companies and industries of interest. A complete update on the Velocity Bike Shop Facebook page would include updated logo and branding elements, photos of the store, employee information, and products and services. The page would feature all PR events, Velocity Bike Check and Track Your Terrain Rewards Program.

We recommend Velocity Bike Shop create a Twitter account. Twitter is a microblogging service, allowing users to send and read short 140 character “tweets” or updates. Velocity Bike Shop can inform Twitter users about the shop, bike safety tips and also create conversations with followers. Hashtags are a quick and simple way to sort posts by a certain topic or type. Velocity’s Twitter account will showcase hashtags (#) to generate buzz for upcoming events and raise brand awareness.

Instagram is an increasingly popular Smartphone photo sharing program, which allows users to digitally alter their photographs and share photographs with statuses. Through Instagram, Velocity’s social media has opportunity to be visually appealing and be cohe-sive with our terrain theme. Users will be able to tag and mention Velocity Bike Shop in any photos they take at Velocity Bike Shop, on their own terrain, or at any of PR events.

Foursquare is a social networking site used on Smartphones, which allows users to “check-in” at locations. A user’s location is based on GPS software in their Smartphone. Foursqure ties in with our campaign theme because allows our audience to “check-in” at their terrain of choice and answering our campaign question, What’s Your Terrain?

Social media is an influential part of Velocity Bike Shop’s campaign when reaching the college audience. Using Facebook, Twitter, Instagram and Foursquare we plan to increase the reach of our campaign audience, especiallycollege students.

SOCIAL MEDIA

what’s your

TERRAIN?

23

We recommend the creation of a new intern position, brandambassador, who will be tracking and organizing social media and marketing for Velocity Bike Shop. He or she, a student, will need a background in advertising or marketing, graphic design and social media. The brand ambassador will act as the liaison for the college audience.

Along with creating and maintaining the new website, the brand ambassador’s duties will consist of: Updating every element of the Facebook page, such as, posting pictures, updating posts and reminding the public of upcoming events.

The brand ambassador will be responsible for tweeting, building relationships with Twitter followers and create trending topics about Velocity Bike Shop.

Foursquare is another form of social media the brand ambassador will oversee. Their duties will include monitoring “check-ins” of customers at Velocity Bike Shop.

The brand ambassador will run the Instagram account for Velocity Bike Shop. He or she will be responsible for capturing photos of terrain around Lubbock to keep in theme with our campaign. He or she will also showcase the shop and gear via Instagram and website posts.

The final duty of the brand ambassador will be implementing guerilla marketing for Velocity Bike Check services. The brand ambassador will travel to local hot spots, campus and parks, to tag bikes with the Velocity Bike Check bike hanger.

The brand ambassador will be crucial to maintaining and acquiring Velocity Bike Shop’s social media audience. The length of the intern position can either be by semester or by academic year. We recommend the brand ambassador is paid minimum wage.

BRAND AMBASSADOR

24

WEBSITE PROPOSALFor Velocity Bike Shop, redesigning the website is an essential part of attracting our target audiences. The new website will coincide with our WHAT’S YOUR TERRAIN campaign and include interactive tools. By incorporating all the rebranding tactics it will express the new direction of Velocity.

We discovered in our creative focus group it is important to showcase adrenaline rush visuals. However,it is important to keep in mind our segmented audience like differ-ent visuals, but all visuals need to stimulate our audience to find their terrain.

HOME: When clicked, it will re-direct the viewer to the homepage.

ABOUT US: This section will include Velocity Bike Shop’s mission statement, brief history about Velocity and staff members.

CONTACT: The new social media accounts will be added to thissection. The page will also show Velocity’s email address, postal address and phone number.

SHOP: In the past, the website only included photos of brand inventory. The “Shop” section will include photos of all bikes, gear, and accessories offered at Velocity.

TRACK YOUR TERRAIN: This section will include an explanation of how viewers can participate in the rewards program, the cost of signing up, and the incentives for the rewards program.

BIKE CHECK: Updating the repair section of the site includes the new look and message of Bike Check. This page will include a list of services and costs.

RIDE FAR REACH WIDE: Since this event isannual, the Ride Far Reach Wide page will always remain as a main page. It will describe the partnership with Big Broth-ers Big Sisters of Lubbock. Viewers will be able to learn about where each year’s event will be hosted and how they can be involved. Also this page will eventually showcase photos from past and Ride Far Reach Wide event.

25

a

INTERACTIVE TOOLS - SOCIAL MEDIA/EVENTS: A fresh feature of the website will include a live Twitter and Facebook feed that the Brand Ambassador will be in charge of updating. This will encourage visits to the social media sites and keep an interactive online relationship with Velocity. All events Velocity hosts will be posted to remind viewers and customers of the strong connection Velocity has with the Lubbock community.

Overall, keeping the website current will be one more beneficial way to increase brand awareness with the target audience. The new website layout will be user-friendly and visually appealing for current and perspective customers.

MEDIA

MEDIA STRATEGY AND SCHEDULE For the 2013 calendar year, Velocity Bike Shop will implement an overall pulsing media plan across all forms of media. Each media will be under its own flighting schedule in order to advertise the various public relations events, promotions and general shop awareness more efficiently. In doing so, there will be a continuous media presence throughout the year with heavier amounts coming before the Ride Far Reach Wide event. There will also be pulses of heavier media before summer vacation begins, prior to the college school year, and also prior to the holiday shopping season. By initiating this strategic media schedule, Velocity will be able to increase brand awareness by 25%.

OBJECTIVES -Create awareness by emphasizing reach through various forms of tradtional media -Build awareness through public relation events and non-traditional forms of media-Utilize media forms to best reach the market segments of the target audience

GUERILLAGeurilla marketing will be implemented through Bike Check handlebar hangerdistribution four times during the months of March, April, September and October. TOTAL DIE CUTS: 4,000TOTAL COST: $1,736

CAMPUS CASHAs students return from winter and summer break, the Campus Cash coupon book, will be distributed to Velocity’s Texas Tech student population. One Velocity coupon in the spring and two Velocity coupons in the fall will be printed in the coupon book.TOTAL SPOTS: 3TOTAL COST: $1,215

NON-TRADITIONAL MEDIAWe will utilize non-traditional media to reach our college target audience. Our college audience is heavily distracted, looking for ways to save money and wanting fast results. By utilizing guerilla marketing and coupons, we will send obvious messages that will generate brand awareness and foot traffic into Velocity Bike Shop.

REACHThe media selected for this campaign are based on the 11% Velocity awareness from the surveyed population of Lubbock, Texas. In order to build brand awareness, Velocity will emphasize reach over frequency. Velocity’s message will be exposed to our target audience via multiple forms of media.

26

TELEVISION Velocity will utilize a flighting plan that will begin in the month of March and conclude in December. All television spots occur during the early fringe hours (4:00 - 7:00 PM), Monday through Friday, on Fox 34 and the CW, with the majority of the spots being broadcast on the former. TOTAL SPOTS: 62 AVERAGE COST PER SPOT: $80 TOTAL COST: $4,950

RADIORadio is an inexpensive method to reach a high volume of our target audience. Radio spots will begin in March and run throughout the entire campaign by the means of a flighting plan. All radio spots take place during evening drive time hours (4:00 - 7:00 PM), Monday through Friday, on Double T 104.3 and Stars 97.3 TOTAL SPOTS: 83 AVERAGE COST PER SPOT: $25TOAL COST: $2,075

NEWSPAPERPrint ads will be placed in the Lubbock Avalanche-Journal and the Daily Toreador in three inch and six inch column sizes and will run from April through November, utilizing a flighting media plan. TOTAL COST: $4,885AVERAGE COST PER SPOT: $100TOTAL SPOTS: 49

BILLBOARDBillboards will reach our audience while they are driving. Our billboard size and eye-catching creative design will encourage our audience to visit Velocity Bike Shop online or at the shop. Velocity will utilize this media form five times during the campaign year at multiple locations throughout Lubbock and New Deal. These outdoor spots will run from March through the beginning of October. TOTAL BILLBOARD SPOTS : 5TOTAL COST: $7,701

TRADITIONAL MEDIAWe will reach our three target audiences through traditional media outlets. Combined with our creative concept, traditional advertisements will attract and build brand awareness for Velocity. We will be able to reach our audiences when they are least distracted and at an optimal time for them act on our advertising.

27

! " # $ ! " # $ ! " # $ ! " # $ ! " # $ ! " # $ ! " # $ ! " # $ ! " # $ ! " # $ ! " # $ ! " # $

19,611$

$%#&&'((((((((((((((((

)*&'(((((((((((((((((((

!%)+*'((((((((((((((((

#,&'(((((((((((((((((((

#%-)*'((((((((((((((((

!%!"&'((((((((((((((((

-%-&!'((((((((((((((((

2,951$

(

!%-#)'((((((((((((((((

.'((((((((((((((((((((

.'((((((((((((((((((((

.'((((((((((((((((((((

.'((((((((((((((((((((

!%"!*'((((((((((((((((

22,562$

/01234536

78986:85

;<::=9>(?@

73ABC(D=583E=5

F=G(#$

H92=:85 I=J86:85

KL

L88>

!"#$%%&

MABB:=35E

'(")&*++,'

-,$*%

7=<:B8(D(!&$N#

O81(+-N#

Velocity Bike Shop - Media Plan Flow Chart@<08 @<BC ?<4<12P=02Q R8S286:85@30<35C F8:5<35C P359Q ?S5AB P3C

Traditional Media

Non-traditional Media

K=12(T'U

Total Media

MA>8(V304851

.%/*,+01)$*,

K36S<1(K31Q

2)345,5)&

DWA2285

F=<51X<358

!#6)&

7)+)8*4*%9

F398:==>

MEDIA FLOWCHART

28

BUDGET $30,000$30,000 dollars was allocated towards the WHAT’S YOUR TERRAIN? campaign. Included are all expenses that may occur with running this campaign. The majority of the budget went towards traditional advertising such as television, radio, print and outdoor billboards. The campaign also utilizes guerilla marketing, social media services and public relation events. A portion of the budget was set aside for rebranding, which will unify the brand.

BILLBOARD $7,701Lubbock, TX (19th and University & 50th and Indiana)March, June, August, September, OctoberNew Deal, TXJune TELEVISION $4,950Fox 34, CWMarch-September RADIO $2,075Double T 104.3, Yes Fm 97.3March-September NEWSPAPER $4,885Daily ToreadorAugust-SeptemberAvalanche JournalApril- June, August, September VIRAL VIDEO AND SOCIAL MEDIA $0YouTube Promo VideoTwitter, Facebook, Foursquare, Instagram GUERILLA MARKETING $1,736Die Cut Handlebar Hangers (4,000) March, April, September, October COUPON $1,215Campus CashTwo in the Fall and one in the Spring

REBRANDING $3,057Banner: (Copy Craft) $144Business Cards: 3,000 (Copy Craft) $87Letterhead: 1,000 (Copy Craft) $245Envelopes: 1,000 (Copy Craft) $235Brochures: 1,000 (Copy Craft) $546Store Sign: 3x6 (Sign Pro, backlit) $1,800

EVENT: RIDE FAR REACH WIDE $2,000Food Permit: two Days $50Catering by Rudy's (200 plates) $1700Noise Permit: (1 day) $50Sound System Rental: $75Contingency $175

GRAND TOTAL: $27,619

STORE SIGN59%

8%

7%

5%

3%

LETTERHEAD

ENVELOPES

18%BROCHURES

BANNER

CARD

SREBRANDING

CONTINGENCY: $2,381

MEDIA75%

7%EVENT

10%REBRANDING8%

CON

TING

ENCY

BILLBOARD

NEWSPAPER

TV

RADIO

GUERILLA

COUPON

34%

22%

22%

9%8%

5%

29

EVALUATIONIn order for Velocity Bike Shop to monitor the rate of success for the WHAT’S YOUR TERRAIN campaign, Velocity will need to hand out a post survey. This survey will consist of questions that will show whether or not awareness of Velocity and Bike Check have increased. The survey should be handed out at local coffee shops, Texas Tech campus, Market Street and other various locations around Lubbock. To measure the rate of success for the socialmedia objectives, Velocity will need to refer back to the number of likes and followers for their Facebook and Twitter accounts.

1. Age:A. 18-24 B. 25-34 C. 35-54 D. 55+

2. Gender: Male or Female

3. Occupation:A. Student B. Professional C. Retiree

4. What is your annual household income?A. Less than $25,000 B. $25,000 to $49,999 C. $50,000 to $74,999D. $75,000 to $99,999 F. $100,000 or more G. Rather not say

5. How important is a dependable bicycle repair? (1=Not important, 5=Very important)

1 2 3 4 5

6. Have you heard of Velocity Bike Shop?A. Yes, How? B. No

7. Have you heard of Velocity’s Bike Check repair shop?A. Yes, How? B. No

8. Which of the following do you follow Velocity Bike Shop on? (Circle all that apply)A. Facebook B. Twitter C. Instagram D. Foursquare E. Other, please specify

POST CAMPAIGN SURVEY

CAMPAIGN EVALUATION30

APPENDIXTHE FIZZ AGENCYSURVEY QUESTIONSPlease help Texas Tech University advertising students by answering the questions below. If you have any questions or concerns please contact macy.west@ttu.edu.1. Agea. 18-24b. 25-34c. 35-44d. 45+

2. Gendera. Maleb. Female

3. Occupationa. Studentb. Professionalc. Retiree

4. What is your annual household income?a. Less than $25,000b. $25,000 to $49,999c. $50,000 to $74,999d. $75,000 to $100,000 or moree. Rather not say

5. Do you own a bicycle?a. Yes. (Please specify what style/brand of bicycle in "other.")b. No, but I am interested in purchasing a bicycle within the next 12 months.c. No, and I am not interested in purchasing a bicycle within the next 12 months.d. No, but I like to rent a bike when I want to ride.e. Other:___________________________

6. How often do you ride a bicycle?a. Dailyb. Weeklyc. Monthlyd. A few times a year

7. Which is more important to you when purchasing a bicycle?a. Quality over priceb. Price over quality

8. Please rank how often you ride in the Spring.a. 1b. 2c. 3d. 41=Least frequently 4=Most frequently

9. Please rank how often you ride in the Summer.a. 1b. 2c. 3d. 41=Least frequently 4=Most frequently

10. Please rank how often you ride in the Fall.a. 1b. 2c. 3d. 41=Least frequently 4=Most frequently

11. Please rank how often you ride in the Winter.a. 1b. 2c. 3d. 41=Least frequently 4=Most frequently

12.Why do you ride a bicycle?(Check all that apply)_BMX/Trick Riding_Leisure_Transportation_ Exercise_Training_Other:____________________

13. Please rank how often you ride a bicycle on trails?(Please only use each number once for the next four questions ex. Trails 1, streets 2, etc.)a. 1b. 2c. 3d. 41=Least frequently 4=Most frequently

14. Please rank how often you ride a bicycle on streets?a. 1b. 2c. 3d. 41=Least frequently 4=Most frequently

15. Please rank how often you ride a bicycle at races?a. 1b. 2c. 3d. 41=Least frequently 4=Most frequently

16. Please rank how often you ride a bicycle on campus?a. 1b. 2c. 3d. 41=Least frequently 4=Most frequently

17. What type of biking accessories do you need when you ride?Check all that apply_Clothing_Shoes_Helmets_Nutritional supplements_Safety reflectors

18. How important is dependable bicycle repair?a. 1b. 2c. 3d. 41=Not Important4=Very Important

31

APPENDIX19. How important is customer service when buying a bicycle?a. 1b. 2c. 3d. 41=Not Important4=Very Important

20. How important is the recommendation of friends and family when you buying a bicycle?a. 1b. 2c. 3d. 41=Not Important4=Very Important

21. How important is the variety of brands when you are buying a bicycle?a. 1b. 2c. 3d. 41=Not Important4=Very Important

22. How much are you willing to spend on a bicycle?a. Under $200b. $200 to $499c. $500 to $799d. $800 to $1099e. $1100+

23. How do you spend your extra money?a. Sporting eventsb. Travelc. Foodd. Entertainmente. Other:________________________

24. How do you most spend your free time?a. Personal Health and Fitnessb. Spending time with familyc. Socializing with friendsd. Other:__________________

25. What local hangout spots do you go to?(Check all that apply)_J&B Coffee/Starbucks_Broadway/Depot District_Local Parks_Other:___________________

26. Where would you go to buy a bicycle?a. Walmartb. Targetc. Academyd. Local bike shope. Onlinef. Other:_______________________

27. How do you prepare to buy abicycle?(Check all that apply)_Research online_Look at bicycle magazines_Call customer service_Look at ratings and reviews

28. Who has the most influence on you when buying a bicycle?_Friends_Spouse_Family_Professional reviewers

29. How would you rank your biking level?a. 1b. 2c. 3d. 4e. 51=Beginner 5=Expert/Professional

30. What bike shops do you know of in Lubbock, if any?_____________________________________________________

31. Please rank your social media usage, such as Facebook, Twitter, Google+, etc.(1 = least, 5 = most) Please only use each number once for the next five questions.a. 1b.2c. 3d. 4e. 5

32. Please rank your newspaper read-ing(1 = least, 5 = most) Please only use each number once per answer.a. 1b. 2c. 3d. 4e. 5

33. Please rank your magazine or brochure reading(1 = least, 5 = most) Please only use each number once per answer.a. 1b. 2c. 3d. 4e. 534. Please rank your television viewing(1 = least, 5 = most) Please only use each number once per answer.a. 1b. 2c. 3d. 4e. 5

35. Please rank your radio listening(1 = least, 5 = most) Please only use each number once per answer.a. 1b. 2c. 3d. 4e. 5

36. What types of social media do you use?(Check all that apply)_Facebook_Twitter_FourSquare_Other:

37. Have you heard of Velocity Bike Shop in Lubbock? If yes please explain how.______________________________

32

CREATIVE FOCUS GROUP MODERATOR GUIDELINE

MODERATOR Good evening and thank you for taking the time to come to our focus group. We are Advertising majors and are currently enrolled in the Advertising Campaigns course. My name is Mallory Allred and I will be leading our discussion today about biking and bike shops here in Lubbock. Your feedback is important and will help us learn why people ride bikes, where they ride bikes, and how we should relate that to media. Our discussion should last about an hour. Your participation is voluntary and you can stop at any time. You do not have to answer any questions that make you feel uncomfortable.

We want to inform you that this session will be videotaped and recorded so we can ensure that we don’t miss any of your comments. This session is confidential and the information gained will be beneficial to our campaign. Please speak loud enough so our recorders can be sure to pick up what you say.

If you have any questions or concerns you can contact our professor, Ann Rodriguez at Texas Tech University (806) 742-3385 ext 242, or email her at ann.rodriguez@ttu.edu.

Does anyone have questions before we begin?

1.) Do any of you own a bike?

2.) Where do you ride?

a. Campus

b. Freestyle – wherever, whenever

c. Bmx

d. Off-road biking

3.) What do you look for in a bike?

a. Price

b. Style

c. Previous experience with a brand

4.) What do you look for in a bike shop?

a. Customer service

b. Repair

c. Selection of bikes

5.) Do you seek employee help when you go to bike shops? Why?

6.) Are you aware of any bike brands? If so, what are they?

7.) Do you wear safety gear when you ride? If so, what?

8.) Would you participate in a biking event?

If no, would incentives get you to participate?

9.) What radio stations do you listen to in Lubbock? How often?

10.) What music do you like?

11.) What Lubbock bike shops have you been to here in Lubbock?

12. What bike shops do you know of in Lubbock?

13.) What do you think of when you hear Velocity?

14.) Have you seen any of these ideas before? Do they look familiar?

15.) How do you feel about the tone?

16.) How do you respond to the look and feel?

17.) What message do these ideas get across?

18.) Which ones are your favorites and why?

19.) What improvements can be made?

20.)Do you feel like these advertisements speak to you?

21.) Where would you like to see these advertisements?

22.) Do these ads make you want to ride a bike, buy a bike, or find

out more information about velocity?

23.) How would your parents or professional friends respond to these ads?

24.) What do you like or dislike about the advertisements?

25.) Any last comments, concerns or questions? 33

MEDIABILLBOARDSwww.lamaroutdoor.com

DAILY TOREADORwww.dailytoreador.com

AVALANCHE JOURNAL Dawn Zeurkerdawn.zeuker@ttu.edu

RADIOLara LottMarketing ConsultantOffice: 806-748-2432Cell: 806-317-4081Fax: 806-748-2470- faxllott@ramarcom.com TVSherry SaffleGeneral Sales ManagerRamar CommunicationsOffice: 806-748-9312Cell: 806-632-3440ssaffle@ramarcom.com

CAMPUS CASHAlex FloreaCampus Cash Coupons, Inc.Office: 800-920-8002, Office: 970-223-7233Fax: 888-370-5155Cell: 970-231-7636campus.cash@comcast.net

REBRANDINGCopy Craftwww.copycraft.com Danielle LancasterSales Representative & Customer ServiceSign Pro LubbockOffice: 806-798-7446dlancaster@signprolubbock.com

EVENTSBig Brothers Big SistersShyenne DeMoss & Cindy Millershyenne.demoss@bbbslubbock.orgcindy.miller@bbbslubbock.org

Rudy’s BarbequeJarod MitchellRudy’s “Country Store” & Bar-B-Q®4930 S Loop 289 #300Lubbock, TX 79414Office: 806.797.1777Fax: 806.797.1139www.rudys.com

Lubbock Parks and RecreationLoud Speaker PermitOffice: (806) 775-2028

Temporary Food PermitOffice: (806) 775-3000

CONTACT

34