Tiff s Treats. Media Plan. December 12, M e r r y M e d i a G r o u p. Libby Brandl Dana Gilbertson Luke Nyman Mario Scianni Britta Svoboda

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1 Tiff s Treats Media Plan December 12, 2011 Libby Brandl Dana Gilbertson Luke Nyman Mario Scianni Britta Svoboda M e r r y M e d i a G r o u p

2 Media Plan LOCAL MARKET: After completing our research, we decided to aim our advertising at college students and post-graduates aged We felt that this young, bargain-seeking demographic is being ignored by other local bakeries, and we feel that with the right advertising, we can generate a great deal of daily foot traffic to Tiff s Treats by targeting this audience. Tiff s Treats had great success selling to college students in Austin, TX, and we believe that these same results can be achieved in Madison, WI, because it is a university town with a large student population. DEMOGRAPHICS: According to 2010 US Census data, the total population of Madison, Wisconsin is 233,209. It is not the largest city in Wisconsin; however, Madison is home to several universities and colleges that attract students in our target market: Institution Total Enrollment University of Wisconsin-Madison 42,099 Edgewood College 2,650 MATC (Madison locations only) 18,023 Madison Media Institute 334 Total: 63,106 *All these figures are taken directly from the websites of the institutions listed above.

3 According to these figures, over ¼ of the population of Madison belongs to our target market. There are also many adults aged living in Madison who are not currently enrolled in one of the schools mentioned above. COMPETITORS Although Madison, Wisconsin has several other bakeries specializing in cookies and bars, Tiff s Treats has a major advantage: it is far cheaper than competing establishments. Two of the companies we discovered in our research that could potentially pose a threat to Tiff s Treats were Cookies by Design and Capital City Cookies. Competitor s Daily Pricing: Cookies by Design and Capital City Cookies are targeting an older, more affluent audience. While both of these bakeries offer a wide variety of cookies and treats, they are nearly twice as expensive as Tiff s Treats, as illustrated by the chart below:

4 Therefore, Tiff s Treats will be more appealing to a younger demographic who cannot typically spend over $2.00 per cookie. Competitor s Special Occasion Pricing: Capital Cookies will provide large-scale deliveries for corporate events and weddings, but they have a $ minimum order policy. Cookies by Design also capitalizes on offering gift baskets for special occasions such as birthdays, weddings, and holidays. However, their prices are much higher than Tiff s Treats. According to their website, Cookies by Design s birthday gift baskets range in price from $35.99 to $ Tiff s Treats offers a similar service, where you can add a decorative box and balloon to your order for someone s birthday for an additional $4.49 fee. Again, this low price will be attractive to college students who are hosting parties, looking for unique gifts, or providing refreshments for a special event. GOALS To determine a good understanding of the new Tomlinson s trade area with the new NC test market To achieve an average of visits each day or each week To achieve a 50 percent awareness of the Tiff s Treate name and basic product offerings across the recommended target(s) in the determined trade area and surroundings To achieve a 40 percent knowledge of the Tiff s Treats location across the recommended target(s) in the determined trade area and surroundings To successfully support two local promotions, establishing at least one of these promotions as a long-term tool

5 PROMOTIONS Promotion #1 TELEVISION We have decided our long-term promotion will be a television advertisement. Research shows that any cable, including paid cable, is the most popular medium for our selected demographic. The spot will be 30 seconds long, and the feeling of the ad will be fun and will emphasize the low price of our cookies. It will appeal to the college student demographic. It will feature delivery information, so students can place an order. Justification: According to the MRI demographical data, the most frequent medium used by people age is cable television. 77.6% of year. The networks which these ads will be placed include: MTV, Comedy Central, TBS, VH1, ABC Family, ESPN, and E!. Research shows that these networks are popular with our target audience (MRI). Promotion #2 INTERACTIVE/OUT OF HOME/SOCIAL MEDIA The second promotion we came up with is an interactive cookie photo-booth that ties into a social media promotion. We would take the oversized cookie to popular local events and locations, targeting places where there are large amounts of foot traffic. This type of marketing has a very high success rate because it directly involves the consumer with the brand. Participants could take a photo with the giant Tiff s Treats cookie by putting their face through a hole in the cookie. Tiff s Treats would then upload the photos to their Facebook page, and the participants would have the opportunity to tag themselves in these photos for some kind of incentive (such as a free cookie coupon). When tagged, the Tiff s Treats cookie would show up on each participant s newsfeed, and it would be seen by all of the participant s Facebook friends. We hope this will create a viral Facebook campaign. Also, the free coupons will motivate the participants to visit Tiff s Treats in person.

6 Another thing that plays into the success of this type of interactive marketing is the portability of it. The stand could be placed at numerous places such as festivals, amusement parks, the zoo, and many other places. This is beneficial because there is a very high exposure rate. There will be a lot of foot traffic walking by the stand. More people will be inclined to interact with the interactive display because it does not seem like an advertisement. Justification: We chose this kind of interactive promotion because we know that social media is extremely popular with our target audience. Social media proves to be a close second to cable television in media usage for this demographic at 63.5% (MRI). Madison is also a great place for an interactive photo-booth because there are large amounts of pedestrians and bicyclists in the downtown area. During the spring and summer, there are several events and locations that attract a consistent amount of foot traffic. These places would be ideal location for our interactive photo display: Venues in Madison March-June Brat Fest (May 27 th -30 th ) The Henry Vilas Zoo Attendance 60,000+ (total) 1,000+ (daily on weekdays) 3,000+ (daily on weekends) Madison Memorial Union Crazy Legs Race (April 22 nd ) 2,000+ (daily) 22,000+ (total) These are just a few of the events we would consider placing an interactive display. State Street, a popular pedestrian shopping area would also be an ideal place to attract foot traffic.

7 Promotion #3 SEARCH ENGINE OPTIMIZATION By using Search Engine Optimization (SEO), we will be improving our visibility online and increasing our web traffic by using key terms such as: Cookies, Madison, treats, Tiff s Treats, bakery, cookie delivery, etc. Justification: Because we will be using so many online promotions, it is important that customers are able to find our site. SEO will also be helpful for customers that are looking to place delivery orders online. There s also an exceptionally high return on investment (ROI) with SEO (the Reality of Advertising Costs). BUDGET Total budget= $65,000 RECOMMENDATION Febuary March April May June Total Television $ 51, Out-of-home $ 12, Social Media $ - SEO $ 1, Total/month $ - $13, $13, $19, $18, $65, Justifications: We chose our budget based on our expenditures for out-of-home, as we felt this was the easiest and most cost effective way to connect with a mass audience of our demographic. For the total cost of our out-of-home, we figured in $12,000 which includes the cookie cut-out ($2,000), with the rest going towards transportation, space rental and staff s wages. The social media

8 aspect of our campaign is free, as we are using our existing website to promote as well as creating a Facebook fan page. We decided to spend the largest amount of our budget on television, as it is the most expensive medium and is used by the majority of our demographic. It is also our long-term promotion, lasting the entire four months of the campaign. We decided to spend $51,500, as this is the remainder of our budget after out-of-home and SEO, which were crucial to our campaign. Our research indicated that SEO typically costs anywhere from $300-$3000 per month (McGee, 2009). Since we were targeting a specific city versus a national campaign, we chose to spend only $500 per month. Bibliography Comparison of Advertising Costs. (2011). In Pole Position Marketing. Retrieved December 6, 2011, from Mediamark Research & Intelligence, LLC. (2011). Database. In MRI+. Retrieved December 5, 2011 McGee, Matt. "Small Business SEO: Costs, Expectations & Realities." Smallbusinesssem.com. 23 June Web. 11 Dec < The Reality of Advertising Costs. (1994). In Shoestring Graphic & Printing. Retrieved December 6, 2011, from