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Transcript of Atmosfere Plan Book
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ATMOSFEREJune 2011 to May 2012
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MONOCLEisJoseph Mischo & Gavin Brandt
Monocle 2011
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TABLE OF CONTENTS
PHILOSOPHY 1
EXECUTIVE SUMMARY 2
HISTORY 3
MISSION STATEMENT 4
STAFF 5
COMPETITIVE ANALYSIS 6
PRIMARY RESEARCH 9
SECONDARY RESEARCH 15
OBJECTIVES & STRATEGIES 16
TACTICS 17
SCHEDULE 18
EVALUATION 19
BUDGET 20
APPENDICES 22
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PhilosophyAt Monocle Agency, we have the irm belief that success lies in three
factors: talent, research, and insight. Our team does this effectively
and eficiently with tremendous effort. Like the eponymous object
for which we are named, we see a uniied, clearer vision. By
changing our scope, we can see our whole world in such a manner.
If our agency were a dish, our talent would be the secret ingredient
- our competitive advantage. This is because we utilize all our
resources, from the classroom to our professional experiences. We
are out-of-the-box thinkers that achieve success through our unique
fortes.
Monocle Agency believes that research is the cornerstone of a
campaign. Finding that piece of data or information can change
everything. What some may deem as a worthless inquiry can lead
to a insightful solution. However, our research efforts remain lean
and eficient. Proper investigation bears the sweet fruits of
empirically driven answers.
Once completed, we infuse our research with talent to derive the
insight. We have spent our lifetimes observing peoples behaviors
and their isms. We know how they work. These discoveries have
trained us to potently communicate to and with them; additionally,
we go further by striving for reaction.
Every client and every campaign requires different research,
insight, and strata of talent. Monocle Agency embraces this and
does not rely on past work to drive future campaigns. Society
evolves. Technology blooms. Products are altered. Communicationadvances. To this end, we remain as dynamic and effervescent as the
world and people around us.
And we see all of it clearer than the competition.
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Executive SummaryWe have the pleasure of working with Atmosfere, a clothing
boutique in the epicenter of Uptown, Minneapolis. This relatively
young business has already established a dedicated customer base.
This could be greatly expanded, however, due to their present lack
of advertising efforts. We dont want to just give them a campaign;
we offer them something holistic with speciic strategies and
tactics.
With the campaign spanning twelve months, our objectives are as
follows:
o To increase annual sales by 20% in 2011 compared to 2010.
o To increase sales between March and July by 25%
o To communicate with the target audience through the channels
they use most
o To increase awareness and positive perceptions of Atmosfere by
25% in 2011 compared to 2010
o To position Atmosfere as a unique and trendy fashion boutique
o To increase awareness of Atmosferes validated parking
Whereas this is the companys irst real effort at an advertising
campaign, we will give them something of a more extended nature.
It will begin in June 2011, when the uptown scene is vibrant with
may people out shopping. It will run through May of 2012, so that
we may offer solutions for a full calendar year and all seasons.
We aim to please the uptown
crowd and speak to the young
professionals and post-college
crowd.
To most effectively communicate
with and reach the target, we
will maximize Facebook.
Alternative/guerrilla media will
also be made for uptown bars
and restaurants.
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3
HistoryAtmosfere was founded in 2005 by Dan Capetz. It was originally just
a mens fashion boutique, selling only clothing in black, blue and
white in the skyway downtown.
In 2009, Terry Terwedo joined the management team, becoming a
minority owner. He brought extensive experience in womens
fashion and soon after his arrival Atmosfere became a mens and
womens fashion boutique. The womens line has grown and today,
it accounts for about 40% of Atmosferes sales. Despite its recent
success, Atmosfere is approaching a crossroads. Will Atmosfere
transform into an equal-opportunity fashion boutique (50%
mens/50% womens)? Will Terry eventually leave to start an
independent womens fashion boutique? Or will the business
continue to grow as a mens fashion-focused boutique and expand to
another location?
One thing is certain: Damon and Terry are focused on increasing
sales, growing a customer base and increasing awareness.
In 2007, the boutique shifted its
focus from club/scene fashion to
casual/classic when Dans son
Damon began working as the
mens line buyer. Atmosfere has
been in four locations since 2005
and has been in its current
location since 2008.
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Mission StatementAtmosfere does not have a formal mission statement. Some brand
tag lines have existed in Atmosferes past, most recently, Live in
Yours. Shop in Ours. Atmosferes website and Facebook page also
include the positioning statement, Fashion forward denim couture
for men and women. Whether for work or play, we have what you
need for the look you want. Damon and Terry are both open to the
idea of developing a formal mission statement and see what value
one could add to their organization. Atmosfere does not have a
strong brand message.
Damon and Terry have positioned Atmosfere as many different
things over the years and they could beneit from a unifying mission
statement that focuses all their brand messaging. They also
recognize that their current tag line and positioning statement are
not as on-target as they could be.
New Mission Statement:
Atmosfere is a mens and womens fashion boutique that offers
exclusive brands to young professionals (and those young at heart),
helping them create their own personal style - their Atm osfere.
Additional tag line ideas:
Out of this world style.
Stratospheric style.
Extra-terrestrially dressed.
Its the air you breathe.
Seasoned in style.
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StaffDamon Capetz - Manager; Mens Buyer
Damon has been with Atmosfere since its early days in downtown
Minneapolis. When the store moved from the skyway to Uptown in 2007,
Damon began working as the mens line buyer and strived to re-deine the
mens look in uptown.
Damon is responsible for purchasing new mens lines and accessories each
season. He attended UMDs business school for two years before becoming
the mens buyer at Atmosfere. Damon is a bit uncomfortable with social
media and new technology and is less social than Terry. He has a passion
for mens fashion and enjoys writing. He says he is best at writing
Atmosferes e-mail blasts and press releases but hasnt become
comfortable with social media messaging.
Terr y Terwedo - Minority Owner; Womens Buyer
Terry came to Atmosfere in 2009 when the boutique added a womens line
He is responsible for purchasing new womens lines and accessories each
season. Terry was brought to Atmosfere by Dan because they had worked
together when Terry was a successful womens buyer for Neiman Marcus.
Terry is a partial owner of Atmosfere.
Terry is a self-described people person and enjoys socializing at local
clubs and bars. His experience as a club promoter has helped him endorse
the womens line at Atmosfere in Uptown and in the greater Minneapolis -
St. Paul area. Terry strives to be the best at everything he does, especially
sales, and will socialize at different bars ive to six times a week,promoting Atmosfere and converting new brand enthusiasts.
Terry still promotes parties in Minneapolis and is friends with a number of
popular DJs and club owners.
Dan Capetz - Majority Owner
Dan is the majority owner of
Atmosfere and Damons father.
Dan makes the big decisions for
Atmosfere but lets Terry and
Damon run the most of the
business for him. Dan worked as
an architect and designed the
interior of the store he has an
artistic eye. He plans to retire in
the near future yet remains
active in the direction of the
business. Dan is old school and
has been hesitant to change
Atmosferes website. Damon and
Terry have a tremendous amount
of respect for Dan but dont
always agree about the direction
the companys moving in.
Add iti ona l Sta ff
2 part-time college girls
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SWOTInternal Strengths
o High level of transparency
o Great relationships with customers
o Exceptional laid back vibe
o Unique personal selling
o Exclusive retail of some brands
o Terry has fantastic experience
o Dan has great leadership and creative eye
o Everyone buys in to the family at atmosfere
o Only buy 5 of anything (S, 3-M, L)
External Strengths
o Plays off Uptown culture
o More mature than competition
o High-trafic location
o Attractive interior design
o Near afluent neighborhoods
o Target demographic lives close
Internal Weaknesses
o Lack mission statement
o No clearly deined chain of command
o Disconnect between levels of management
o Limited number of products
o No formal communication strategy
o Poor website
o No formal branding
External Weaknesses
o Parking in Uptown
o Most people visit Calhoun Square to eat or drink
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SWOTInternal Opportunities
o Flexible schedules
o Terrys experience as a womens buyer
o Terrys passion for self-promoting
o Damons writing skills
External Opportunities
o Increase market share
o Increase awareness
o Collaborate with local businesses and taste makers
o Incorporate location-based social media
o Collaborate with local designers
o Re-modeling of Calhoun Square
o Online selling
Internal Threats
o Dans future as ownero Website contract preventing changes
o Dans lack of presence at the store
o Internal power allocation
o Store gets hot during summer months
External Threats
o Poor economy
o Local competition
- V-State- Blue Peg
- Heartbreaker
o Chain competition
o Online shopping
o Winter weather
o Uptown is known for bars and restaurants
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Additional PerspectiveBoth Damon and Terry describe the environment of Atmosfere as a
comfortable, relaxed place to hang out. They drink at the store
with friends on the weekends before going out to the bars and offer
customers complimentary beer and wine while playing Sports
Center, G4 and alternative music in the store (Atmosphere, Cartel,
Jimmy Eat World, Mars Volta, etc.).
Both Damon and Terry know everything that is in stock at the store
at any given time. They have fantastic relationships with theirclientele and know most of their shoppers by name. They believe
that because of their expert knowledge and personal relationships
with shoppers they can save their clientele time and money while
shopping for quality fashion products.
Damon and Terry would both like to see Atmosfere expand and grow
into more than one store. When Dan retires in the near future,
neither are sure which direction the business will take. Atmosfere
could end up opening new stores or Damon may keep the mens line
and Terry may take the womens line elsewhere, opening a newstore of his own. Both agree that Atmosferes expansion or possible
separation depend on the businesss short-term inancial success
and Dans decisions.
Damon and Terry are never pushy and dont want to scare
customers away. They are laid-back and take a unique, personal
approach to customer service. Wed rather meet you irst, as a
person, get to know you and then help you look your best. But irst,
we need to know you.
C O M P E T I T I V E A N A L Y S I S
Damon and Terry represent the
respective ends of Atmosferes
target markets age range: 25 to
35.
The store was originally a mens
store until 2009 when Terry was
brought on. Atmosfere is now
60/40, mens/womens.
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Website SurveyTo analyze the performance of Atmosferes current website, we
performed one-on-one interviews with twelve college students who
live in Minneapolis. Participants were asked to perform a series of
basic tasks on each website. Each task was timed and recorded. The
websites analyzed in this study included:
o www.atmosfereclothing.com
o www.vstateclothing.com
o www.bluepegmen.com
o www.shopheartbreaker.com
These websites were identiied as primary competitors of
Atmosfere. Each competitor is a boutique fashion retailer located in
the Minneapolis area that sells both mens and womens fashion.
V-State and Heartbreaker are located within a block of Atmosfere.
Participants were asked to perform the following tasks in the stated
order:
1. Identify the boutiques phone number
2. Identify business hours
3. Identify the brands the boutique sells
4. Locate a link to Facebook or Twitter (if applicable)
5. Identify the address of boutique
6. Print driving directions to the boutique
Example: Participant #1 was shown randomized website A and
asked to identify the boutiques phone number. Then Participant #1
was shown randomized website B and asked to identify theboutiques phone number. Participant #1 was shown randomized
website C and so on. Each task was completed in this manner to
ensure that a speciic tasks completion time wasnt dependent on
the previous tasks time (except for tasks 5 and 6, which were
measured together).
Insights:
Atmosfere has 906 Facebook
fans, which is a well-sized reach
for a fashion boutique.
Atmosferes Facebook posts have
a great voice and tone.
Twitter and Facebook proile
picture should be the logo to
increase brand recognition.
Store hours and phone number
should be displayed on each
page.
Web page has no links to
Facebook or Twitter pages.
Atmosfere is only following one
person on Twitter. This needs to
change.
Brand messages need to be
consistent though multiple
channels (Facebook, Twitter).
Atmosfere needs a website that
they can update without the help
of a programmer.
Atmosfere needs to be able to
update their new lines, changing
brands and events in real-time.
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Website ResultsThe following are the mean times it took a participant to perform the
identiied task on each respective website (in seconds).
In general, Atmosferes website is eficient. Only Blue Peg scored faster
overall times. We believe that Blue Pegs simple layout and the fact that all
of the tested information is included on their homepage are two of the
main reasons participants spent less time on www.bluepegmen.com than
any other website.
On the other hand, spending more time on a website isnt necessarily a bad
thing. For example, www.shopheartbreaker.com has a blog, a shopping
catalog and other interactive components. One of Heartbreakers
objectives may be to keep visitors on their site by burying information so
visitors stumble across other interesting bits while searching for their
phone number, address, etc.
Answers were checked for accuracy and total time was measured along
with individual task time. After performing the above tasks, the
participants were asked to complete a short survey about the websitesthey visited (Appendix). It included the following questions:
1. In regards to aesthetics/visual appeal, rank the four websites.
2. In regards to easy of use, rank the four websites.
3. Select your likelihood of visiting each boutiques location
4. Rank the following boutiques in terms of your interest.
Insights:
Blue Pegs website is fantastic. It
incorporates all of the essential
elements we measured in our
task timing study into one
page/homepage. Aside from
missing links to their social
networking pages and being
rated lower on the aesthetic
aspect of the site, Blue Pegs
website is a great example of
what Atmosferes website should
look like. At this point the
negative visual appeal and low
ease-of-use of Atmosferes
current website could be hurting
their business more than its
helping.
Atmosferes website doesnt need
any bells and whistles. Theres
no need for an online shopping
tool or any other fancy
interactive component.
Atmosferes website needs to be
simpliied, visually re-vamped
and created in a way that allows
Terry and Damon to update it in
real-time without the help of a
html programmer.
A solution to these problems
could be a Wordpress.com
web-blog or like service that
allows users to edit, post and
update a website with little or no
web programming training.
Atmo sfe re V-Sta te Blu e P eg Hea rtb rea kerIdentify the boutiques phone number 3.1 23.6 2.1 45.2
Identify business hours 20.9 10.7 2.7 34
Identify two brands the boutique sells 8.4 12.3 3 13.9
Locate a link to the boutiques social 0 0 0 32.4
Identify the address of boutique 15 15.3 13.6 32.1
Print driving directions to the boutique 1.3 2.2 2.5 1.2
Total Time to complete tasks 48.7 64.1 23.9 158.8
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Website ResultsAll participants who took the survey, spent 3 minutes on each
website performing the same tasks as above (not timed) before
answering the following questions. 74 male and female
Midwesterners, ages 19 to 27 were surveyed through Qualtrics.com.
74% of participants found Atmosferes
website dificult to use/navigate.
63% of participants found Atmosferes
website to be the least visually unappealing.
13% of participants were likely to visit
Atmosferes physical location after visiting the site.
Site Rank:
Our survey sample was collected from all across the Midwest (MN,
WI, MI and IL) so many of the people surveyed may have answered
this way because they dont live near Minneapolis.
In regard to eficiency, (time
spent on each website to
complete all tasks) heres how
the competitors sites rank:
1. Blue Peg
2. Atmosfere Clothing
3. V-State
4. Heartbreaker
*Blue Pegs website is a one-page
site. All of the relevant
information measured in the task
timing is located on the
homepage (except for social
media links).
EASE-OF-USE
1. Heartbreaker
2. V-State
3. Atmosfere
4. Blue Peg*
AESTHETICS
1. Heartbreaker
2. V-State
3. Blue Peg
4. Atmosfere
INTEREST
1. V-State
2. Heartbreaker
3. Blue Peg
4. Atmosfere
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Customer SurveyWe administered a brief, yet insightful nine-question survey to customers.
This allows us to get a grasp on just who the typical Atmosfere customer is
They were able to opt in upon completing a post-purchase transaction.
The irst three questions posed were simply asked to attain demographic
data: age, gender, and ield of work. Knowing the age of the typical
consumer could help us alter our language and messages to the
appropriate generation (teens vs. young professionals vs. middle-aged, for
example). Currently, the mens to womens inventory is about sixty-percent
to forty, respectively. The proportion of mens vs. womens could suggest
that they may need more selection to more appropriately cater to one
gender. The occupation ield may offer guidance in the merchandise to
carry and the type of message in advertisements. Customers working in
arts-related ields may like more avant-garde and stylish clothing, whereas
those in more white-collar occupations may tend to like more svelte, urban
wear.
The subsequent questions related to psychographic and lifestyle
information. Frequency of visit may inform us of loyalty to the store.Asking what their primary mode of transportation to Atmosfere can aid us
in deciding the placement of messages (bus stops, billboards, etc.). Having
them tell us the neighborhood they live in does much of the same. Next we
simply asked the guests if they have Facebook and/or Twitter accounts.
Knowing this helps us know where to most effectively advertise and post
updates about the store, products, sales, etc. Lastly, we asked why they
like Atmosfere. Despite being a rather open-ended question, we could look
for trends and see the potential competitive advantage and emotional
appeal of Atmosfere.
Survey Data
o Age o Occupation o Neighborhood
o Gender o Visit Frequency o Method of Transportation
o Facebook o Twitter o Additional Comments
Ethnographic Research:
Location and accessibility:
Given the notable location of
Lake and Hennepin, the
geographical location is both a
blessing and a curse. It is the
highest trafic intersection in
Minneapolis and located in the
epicenter of uptown. However,
the street parking is often
limited and because of this, the
store may be seen as somewhat
limited in terms o f accessibility.
Atmosfere does validate parking
in the lot behind them, which
many patrons and passers-by are
unaware of.
After doing some ield research,
the store attracts much attention
from those walking by. Some
seemed to be slightly perplexed
by the store but interested. They
may have been curious but
uncertain as to what type of
store it was.
Observations:
Terry and Damon have great
rapport with customers were
very involved and
conversational. The relationship
they have is unprecedented
compared to other retail shops
and has garnered high levels of
loyalty.
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Customer Results
Target Profile
Median Age: 28 years
Gender: 56% male; 44% female
Occupation: 35 professionals
Frequency of visits per month:
o 16 visit
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Sales Figures:
The womens line has grown
signiicantly since 2009. This can
be attributed to Terrys
involvement at Atmosfere and his
experience as a womens buyer.
Total sales grew 42% in 2010.
In 2010, March through July were
the months with the lowest
average sales. While winter items
tend to have higher price points,
Monocle feels that their is a great
opportunity for sales growth
during the summer months.
MAR APR MAY JUNE JULY AUG SEPT OCT NOV DECJAN FEB
Annual Sales
Monthly Sales
MENS
2009
2010
WOMENS TOTAL
4%
302%
42%
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Secondary ResearchAccording to a 2011 IBIS World, there is a positive outlook for the retail
clothing industry. Revenue is expected to recover by 2.2% in 2011 with
further growth slated until 2015. Personal disposable levels of income are
also on the rise at 1.6%. This indicates that consumers will be less
price-sensitive and more responsive to advertising and branding. It is
expected that a greater focus and attention will be placed on fashion as a
result of these predicted igures.
Niche stores, like Atmosfere, are going to be highly competitive in the near
future, especially with retail chains. With the increasing number of
clothing retail stores increasing, it will be very important for stores to
differentiate themselves distinctly. E-commerce is a large threat to
brick-and-mortar stores. Having a presence online will be critical. Online
purchasing is expected to increase 10.5% annually.
Competition Analysis
In regards to location, V-State is the only direct competitor to Atmosfere. Italso has a great location near the intersection of Lake and Hennepin. The
clientele and style of clothing is quite similar. Aesthetically it is a bit more
modern and minimalistic.
Len Druskin is a retail chain in Minneapolis with multiple locations in
shopping centers in suburbs and downtown. They have done high levels of
publicity and carry similar brands as Atmosfere.
Survey Data
o Age
o Gender
o Occupation
o Frequency of visits
o Neighborhood
o Method of transportation
o Facebook
o Twitter
o Additional comments
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Objectives & StrategiesObjectives
o To increase annual sales by 20% throughout campaign period
o To increase sales between March and July by 25%
o To communicate with the target audience through the channels
they use most
o To increase awareness and positive perceptions of Atmosfere by25% in 2011 compared to 2010
o To position Atmosfere as a unique and trendy fashion boutique
o To increase awareness of Atmosferes validated parking
Strategies
o Use a re-designed website to make their online presence more appealing
o Use increased functionality of website to make it easy for Damon and
Terry to edit and update posts
o Use direct media to promote and increase interest in Atmosfere
o Use direct media to create awareness for validated parking sign or on
back of business card
o Use a mission statement that will help focus all other brand efforts.
o Use social media to communicate with the target audience
o Use an online presence that echoes the heart of theAtmosfere brand
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TacticsWebsite Revamp
Create a new website that is visually appealing and allows Terry and
Damon to edit content easily and without any programming background.
Creating a website through Wordpress.com could be a simple, affordable
and viable option. (Appendix A)
Coasters Promotion
Place branded coasters at local bars in Calhoun Square that serve the same
customers Atmosfere sells too. Bars like Chino Latino, Drink and Aura
would be exceptional for coaster placement. Simple coasters featuring
Atmosferes logo would be an option, along with redeemable coasters
speciic to an in-store promotion (i.e. Bring in this coaster for 15% off
your next purchase). Any coaster promotions should be focused around
happy hour and executed during the summer months, when foot trafic is
heavier in Uptown. (Appendix B)
Validated Parking CardsPlace two small cardstock signs at the front desk advertising
Atmosferes validated parking. The cards would simply say, Ask Us
About Validated Parking. (Appendix C)
Sandwich Board
Purchase a new sandwich board and print a sign directing drivers to
Atmosferes validated parking lot. The side that faces tra ff ic coming
toward Hennepin should include the validated parking information.
(Appendix D)
Fiber Optic Lights
Place decorative iber optic lighting on exterior of store front to attract
shoppers on foot, especially at night, when the Uptown and Calhoun
Square areas are most busy. This distinguished exterior will create
noteriety.
Coaster Copy:
Hope you enjoyed your happy
hour, stop by Atmosfere for 15%
off a purchase.
Hope you enjoyed your happy
hour, stop by Atmosfere for
another drink on us.
Facebook Tactics:
Friend other fashion forward
businesses, thinkers and writers
on Facebook.
Change Facebook proile picture
to Atmosfere logo to maximize
instant brand recognition.
(Appendix E)
Use Facebook to promote deals
during dead sprees in the
summer when there isnt a lot of
trafic in Calhoun Square.
Be spontaneous.
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JU
NE
TACTICS
JULY
AUG
SEPT
OCT
NOV
DEC
JAN
FEB
MAR
APR
MAY
WebsiteRevamp
FiberOpticLights
CoastersatLocal
Bars&Restaurants
CoasterPromotion
Validated
ParkingCard
SandwichBoard
Schedule
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EvaluationThe methodology required to evaluate our campaign is quite simple
to execute. Listed are the evaluation techniques and the objectives
which pertain to them:
View and compare sales igures from the year prior to and
the effective year of the campaign.
To increase annual sales by 20% in 2011 compared to 2010
To increase sales between March and July by 25%.
View and compare the number of people who like
Atmosfere on Facebook before and after campaign. Also,
qualitatively evaluate the number of comments under
posts by Atmosfere and general feedback.
To communicate with the target audience through the
channels they use most.
Re-administer surveys that ask questions regarding their
knowledge/perceptions of Atmosfere after the campaign
and compare numbers.
Count number of coasters redeemed by customers and see
if theres a correlation to sales igures.
To increase awareness and positive perceptions of
Atmosfere by 25% in 2011 compared to 2010.
To position Atmosfere as a unique and trendy fashion
boutique.
Count number of parking tickets validated by the store in
the new year compared to the previous.
To increase awareness of Atmosferes validated parking.
Methods:
Our methods are very
numerically driven and
rather easy to observe.
Terry and Damon can
also make a judgment
about awareness by
subjectively observing
trafic in the store
compared to the
pre-campaign period.
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Budget
Monocle Planning Pro-Bono(50 hours x $100) Worth $5,000
Graphic Design Pro-Bono(40 hours x $100) Worth $4,000
Coasters $500($0.50 each x 1000)
Fiber Optic Lights $400($20 each x 20)
Light Installation $200
Wordpress Domain $20Annual Fee
Sandwich Board $20
Signage $60($30 each x 2 sides)
Validated Parking $450
($3 each x 150 stamps)
$1,650(Total Worth) $10,650
All work done by Monocle is
pro-bono and will be billed
accordingly.
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APPENDICES
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APPENDIX A
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APPENDIX B
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APPENDIX C
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APPENDIX D
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APPENDIX E
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