Targeted Promotional Campaign Report for Recreational Product PRT 505: Assignment 3 Sarah E. Chambers North Carolina State University
1. 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 panhandle of the state, there are a group of land-locked counties, which have a noticeable difference in income per capita when compared to their coastal neighbors. These same counties have varying family sizes. In general, the areas with the largest per capita income by county also have the least persons per family (mainly referring to the westcoast panhandle). Their family size average falls in the 2.56-2.85 range. The extreme northwest of the state has the largest per capita income ($27,921.01 - $37,876). The northern third of the state is mostly middle range in family size and varies from low to middle income. Within the Hillsborough County, we discover that although the information for the county shows Hillsborough as having median-income ($19,330.01 - $27,921.00), when using the Tampa Area Per Capita Income layer, it reveals that the area is varied in both extremes. 2. Select counties for the local advertising campaign Which ten counties should be included in Outdoor Living s local advertising campaign? Why? How many target-market families will be reached by this campaign? County #TM Families 1 Duval County 59,001 2 Volusia County 40,535 3 Orange County 66,005 4 Pinellas County 69,754 5 Hillsborough County 75,115 6 Polk County 41,944 7 Lee County 43,763 8 Palm Beach County 78,524 9 Broward County 104,589 10 Miami-Dade County 138,220 These counties have been chosen after thorough research using ArcMaps and spatial analysis to determine the counties with the most families within our target market. 16 counties in Florida fall into the highest range (23,438 138,220) of Number of Families in Target-Market. Out of those 16 counties, the top 10 have been chosen to target. We were able to identify the top 10 counties by viewing their attributes and determining the counties with the highest number of target-market families. By adding together each of the top 10 counties, we have concluded that: 717,450 target-market families will be reached by our local advertising campaign.
3. Select ZIP Codes for the direct-mail campaign How many ZIP Codes and family households will be included in Outdoor Living s direct-mail campaign? Why? How many target-market families will be reached by this campaign? Out of 904 zipcodes, 177 of them have been selected for our direct-mail campaign. They have been chosen because they contain the highest percentage of family households within Florida. With a strict budget, the limit has been set at 750,000 households to receive our mail campaign. Using these 177 zipcodes we will reach 748,157 families. By doing this direct-mailing campaign within these 177 zipcodes, we will reach 252,980 family household within our target-market. 4. 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? 1. Easton s Camping 2. Ajax Outdoor Supply 3. Central Camping 4. Buddy s Outdoor We believe that these stores provide the best locations for families within our target-market to be reached. These locations are surrounded by the areas in which are most heavily populated by our targetmarket. 5. 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. Using ArcGIS maps, a spatial analysis has been conducted resulting in the following recommendations: 10 counties have been hand-selected to run a local advertising campaign. Through this campaign we believe that 717,250 families with in our target market will be reached 177 zip codes have been chosen to particiapte in a direct-mailing campaign resulting in 252,980 families within our target-market being reached 4 stores have been selected to participate for an outdoor show demonstrations. These stores are in areas with high-volume families within our target market Using spatial analysis, we will effectively reach the highest number of people within our target-market. We will use the least amount of reources and time while reaching the greatest number of families within our target-market.
Exhibit 1: Selected stores for outdoor shows
Exhibit 2: County map for advertising campaign Counties Targeted for Outdoor Living's Advertising Campaign Tallahassee Jacksonville Legend Major Cities Type of City Major City Capital Number of Families in Target Market # Family HH's 396-1,874 1,875-8,609 8,610-23,084 23,085-138,220 0 50 100 200 Miles µ Tampa Miami 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: Sarah E. Chambers Date: 03/28/2014
Exhibit 3: Zip Codes Targeted Mail 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% 0 50 100 200 Miles µ Tampa Miami Source: ESRI Community Data, 2005 The ZIP Codes outlines in blue are those with the highest percentage of families in Outdoor Living's target market. Selection of these ZIP Codes for the direct-mail campaign will maximize the number of target market families reached by the campaign. Submitted by: Sarah E. Chambers Date: 03/28/2014