PRT 505 Assignment 2 Targeted Promotional Campaign Report for Recreational Product YOUR NAME: Shamika Key

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1 PRT 505 Assignment 2 Targeted Promotional Campaign Report for Recreational Product YOUR NAME: Shamika Key Analyze the demographic characteristics of Florida s counties What do you observe about the geographic distribution of family households, family size, and income in Florida s counties? In the state of Florida there are more counties with family households of 1,612 61,939 than any other county in the state. Secondly comes household of 74, ,729, with households of 243, , 367 to follow. The average family size by county displayed that more families consisting of sizes live in the northern region of Florida, while more families consisting of sizes reside in the mid and lower region of the state. There are only seven counties with a family size of , with most of the counties being located in the mid and lower region of Florida with two being in the northern part. The geographic distribution of Florida income indicated that most of state of Florida consist of counties whose incomes range from $19, $27, in comparison to the few counties of people who make $27, $37, Select counties for the local advertising campaign Which ten counties should be included in Outdoor Living s local advertising campaign? Why? How many targetmarket families will be reached by this campaign? The ten counties that should be included in the Outdoor Living s local advertising campaign are as follows: MiamiDade, Broward, Palm Beach, Hillsborough, Pinellas, Orange, Duval, Lee, Polk, and Volusia County. These ten counties should be included because these counties have the highest number of families living in the area, which is great for exposure when it is time to campaign. It is also beneficial to include these counties when a company is taking in cost considerations for advertisement. Target families from the following ten counties will reach a minimum of 40,535 families to a maximum number of 138,220 families. Select ZIP Codes for the directmail campaign How many ZIP Codes and family households will be included in Outdoor Living s directmail campaign? Why? How many targetmarket families will be reached by this campaign? There will be 748,157 zip codes and 177 households included in the direct mail campaign. These configurations are based off the household mailing limit of 750,000, in which these numbers cannot exceed. Approximately 252,980 targetmarket families will be reached by this campaign. Select stores for outdoor show demonstrations Which four stores in this area have you selected to host outdoor show demonstrations? Why do you think this combination will be effective in attracting targeted customers? The four stores that I have chosen to host the outdoor show demonstrations are as follows: Buddy s Outdoor, Central Camping, Ajax Outdoor Supply, and Easton s Camping. I believe that the combination of these four stores will be effective in attracting targeted customers because

2 they are all located in or within a 2 mile radius of an area that consist of the highest number of family households. Communicate and support your recommendations Restate your recommendations briefly and explain how geographic targeting will increase the effectiveness of each of the three components of your local marketing campaign in Florida. I recommend the following stores to host the outdoor show demonstrations: Buddy s Outdoor, Central Camping, Ajax Outdoor Supply, and Easton s Camping. These four stores are located in counties where the family household is about 1,612 61,939, the average income ranges from $19, $27,921.00, and are located within the range of the target market families to receive directmail about the outdoor campaign. By these stores being centered in a good location near a high populated family area, it will hopefully help in achieving the goal of promoting the business more and bringing in more of those targeted customers.

3 Exhibit 1: Selected stores for outdoor shows

4 Exhibit 2: County map for advertising campaign Counties Targeted for Outdoor Living's Advertising Campaign Tallahassee Jacksonville ^_ Tampa Legend Major Cities Type of City Major City ^_ Capital Number of Families in Target Market # Family HH's 396 1,874 µ Miami 1,875 8,609 8,610 23,084 23, , Miles Source: [ESRI Community Data, 2005] The counties outlined in blue are those with the highest number of families in Outdoor Living's target market. Selection of these counties for the advertising campaign will maximize the number of target market families reached by the campaign. Submitted by: [Shamika Key] Date: [March 28, 2012]

5 Exhibit 3: ZIP Code map for directmail campaign Zip Codes Targeted for Outdoor Living's Direct Mail Campaign Tallahassee Jacksonville ^_ Legend Major Cities Type of City Major City ^_ Capital Percent of Families in Target Market % of Family HH's 0% 22.8% 22.8% 26.7% 26.7% 29.2% 29.2% 31.6% 31.6% 48.7% µ Tampa Miami Miles Source: [ESRI Community Data, 2005] The Zip Codes outlined in blue are those with the highest percentage of families in Outdoor Living's target market. Selection of these Zip Codes for the directmail campaign will maximize the number of target market families reached by the campaign. Submitted by: [Shamika Key] Date: [March 28, 2012]