Boogie, Boogie, Boogie It’s The Electric City!
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Transcript of Boogie, Boogie, Boogie It’s The Electric City!
Boogie, Boogie, Boogie
It’s The Electric City!
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Royal Incorporated:Amanda Ferri, Kara Kilgallen, Hannah Solon, Katie Rudy,
Jill Barry, Josh King
Table of Contents
Mission Statement 4 Executive Summary 5 Situation Analysis 6 SWOT 7-10 Primary Research 11-12 Secondary Research 13-14 Company Evaluation 15 Target Market 16 Demographics 17 Lifestyle Traits 18
Geographics 19 Comm. Branding 20 Creatives 21-22 Promotions 23-24 Social Networking 25 Media Plan 26-32 Media Strategy 33-34 Budget 35-36 Conclusion 37 References 38
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Mission Statement4
The Royal Inc. promise is to provide results oriented in advertising, public relations and marketing design. We believe it is our obligation to provide our clients with the most effective solutions available in their industry. We want to create a bond with each of our clients and keep the trust that we have their best interest at hand. Our goal is to fulfill our clients’ wants and needs and present consistent attractive returns. We believe every client has the compassion, unique perspective and integrity to succeed.
Executive Summary5
The purpose of this campaign is to bring an unapt audience to downtown Scranton. We are striving to reduce carbon footprint, support local businesses and create a thriving downtown where students can create the potential environment of what the blooming downtown has to offer.
Situation Analysis6
Scranton is a developing city that has potential to thrive. For various reasons, the downtown, the heart of the city, is often overlooked by many audiences. This is especially true of college students within walking distance. Often times these students drive to Dickson City and the Shoppes at Montage for their needs, when they could be supporting local businesses by going downtown.
Shopping downtown is profitable for everyone because the students meet their needs at a closer location and the different companies will be profiting from their business, especially in today’s economy. Our goal is to increase awareness of the features downtown that so often go unnoticed and ultimately get students downtown.
SWOT
• Walkable & drivable distance• Easy access for transportation to downtown area• Variety of stores
• Restaurants• Specialty stores• Mall
• Night entertainment• Bars & Clubs• Mall is a plus since it is near downtown• Events• Festivities held downtown
Strengths
SWOT
• Limited Parking• Weather• Unknown stores• Stores are not condensed to one area• Discounts not aimed toward college
students• Do not feel safe downtown• Atmosphere does not seem friendly• Does not reflect college atmosphere• Advertising is poor for downtown
Weaknesses
SWOT
• Improve parking• Sales/Discounts• Can advise more to attract college students• Perhaps generate a newsletter for local schools
on downtown offerings to students• Royalcard friendly• Employees more friendly• Change environment of downtown
• Make more welcoming/college friendly• Host more events downtown• Get more stores aimed at college students
Opportunities
SWOT
• Dickson City• Viewmont Mall• Crossings• Montage• CVS• Food Stores• Local restaurants in walking distance• Local bars with cheaper discounts or specials• Venues at Wilkes-Barre• Not everyone is 21
• Needs to be more entertainment aimed at the younger crowd
• Hotels offer comedy clubs and specials• Other college campuses have a similar local stores/shopping
Threats
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Primary Research
Individually, we researched public opinion about downtown Scranton by using focus
groups. We each developed questions focused on positive and negative qualities of the area to
discover our target audience feelings.
Our focus groups consisted on students between 19 and 22 years old. In summary, our participants
do not visit downtown much because the environment is not safe nor is it publicized. After
the focus groups, we found a lot of needed improvements.
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We asked. They told.1.) What do you think about downtown
Scranton?
2.) What can be improved?
3.) How many times have you been downtown?
4.) What would attract you to visit downtown more?
1. “Compared to other cities, it’s not that appealing”(Jason Schneider, 22)/ “The only things I really know of is the Steamtown Mall and Osaka” (Ashlee Allgayer,18)
2. “More to do, especially other than eating and drinking” (Matt Murphy, 21)/ “Change the environment by making it friendlier and more welcoming” (Francesca Stanko, 21)
3. The general answer has been 2-4 times a month and mostly includes restaurants and bars, with no particular mention of any store
4. Most of our participants said: Outdoor seating at restaurants/
discounts and sales/ cleaner and more upbeat/nicer stores and a nicer movie theatre/ safer/ more parking
Secondary Research13
All of our annotated summaries concluded that college students spend more money during the weekends
Stores in downtown Scranton should stay open later on the weekends
Trends are followed in college studentsDowntown Scranton needs to be more
tuned to college students
Secondary Research14
We also found that most students like to feel safe when going into a city-like area.
A lot of students’ funding is controlled by their parents. Meaning downtown Scranton needs to be more direct with their marketing towards college students
Company Evaluation
POSITIVES NEGATIVES
Information about Scranton
Not known among college students
Helps establish Scranton as a whole
No map for college students
Expands knowledge to public
Broad generalization
Organized in goals Wrong target audience
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Target Market: Young Digerati/Young Influential's
From PRIZM: “Young Digerati are tech-savvy and live in fashionable neighborhoods on the urban fringe. Affluent, highly educated, and ethnically mixed, Young Digerati communities are typically filled with trendy apartments and condos, fitness clubs and clothing boutiques, casual restaurants and all types of bars--from juice to coffee to microbrew.”
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Demographic TraitsUrbanicity: SuburbanIncome: MidscaleSocial Class: Middle-UpperAge Range: 18-24Homeownership: RentersEmployment levels: students; part-timeEducation levels: college studentsEthnic diversity: white, black, Asian,
Hispanic, mix
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Lifestyle TraitsRead Cosmo/EsquireWatch MTV, VH1, Family GuyDrive Mazda 3’sOwn iPods, smart phones, digital camerasOrder from amazon.com
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Geographics
Scranton population as of 2008: 72,233Area colleges: University of Scranton,
Marywood University, Lackawanna College, Keystone College, Penn State Worthington
Company Brand20
Scranton Tomorrow’s mission statement: Scranton Tomorrow is a nonprofit community & economic
development organization working to establish Scranton as the premier urban center of Northeastern Pennsylvania.
Overall Scranton Tomorrow has a positive image in the community and within their business relationships. There are still a lot of people who do not know who they are or what they do.
Through this campaign as well as improving downtown, we are increasing awareness and favorable attitudes toward ScrantonTomorrow.
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This advertisement can either be used as a flyer or a color
print ad. Since we have yet to implement a color print
advertisement into our media plan this ad as of now will be
used as a flyer given to students on campus’s and in
downtown stores.
“This advertisement is simple, to the point and visually captive. It encourages me as a student to
head downtown right now to see what it has to offer” –Nicole
Zullo, 21, Senior at the University of Scranton
Post Card - Creative
Do you know what’s going on
downtown?
Sales Promotion23
In order to advertise our campaign as best as possible, we are incorporating several promotional giveaways into our campaign.
In order for students to know about Downtown Scranton, our message and campaign must be fresh in their minds.
By giving away several free promotional giveaways; students will carry around our campaign with them.
These will be given away in each student center of the surrounding colleges, downtown stores, as well as our campaign’s planned events.
For this campaign we will be giving away “Scranton” stamped: button pins, hats and balloons, as well as “Scranton Tomorrow” coupons to downtown businesses to receive student discounts.
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Present this coupon to any “Scranton Tomorrow” downtown business
with your student ID and receive an extra 25% off!
Social Networking25
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Media PlanningWe collaborated to come up
with a well-inspired plan that may be used to improve
downtown Scranton for the future.
The next six slides explain our media plan in more detail.
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Key ObjectivesRun a 30 second advertisement during the
television show “The Office” on WBRE, because it is a popular television show for college students
Run an advertisement in the Scranton Times for the community to read as well as college students
Run an IMC Campaign, which will reach all of college students aged 18-23, seven months out of the year
Television28
Scheduling: Commercial time for two prime time shows
American Idol on Fox WOLF TV 56, Tuesdays at 8 PM & Wednesdays at
9 PM The Office on NBC
WBRE, Thursdays at 9 PM
• Research & Budget: – American Idol:
• $594,000 for a 30 second commercial on Tuesdays. $620,000 for a 30 second commercial on Wednesdays.
• CPP = $49,000 (Tuesdays), CPP = $51,666 (Wednesdays)
– The Office:• $219,000 for a 30 second commercial.• CPP = $54,750
Print29
Scheduling: The Scranton Times-Tribune:
Advertise every other Sunday, or during special times depending on events
• Research & Budget: – A black and white 2-clounm ad for Sunday edition (costs $598 per edition)– The Scranton Times-Tribune:
• CPM $8.97
Billboard30
Scheduling: Purchase a billboard on the Central Scranton Expressway Cycles last 8 weeks, we will purchase one in March and one cycle in
September
• Research & Budget: – A billboard costs $2,730 a month (Central Scranton Expressway)– $2,730 x 4 (months) = $21,840
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Media Flow Chart
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec CPPTV AI
Tues: $49,000
PrintWed:
$51,666Billboard
Offi ce$54,750
Mon Tues Wed Thurs Fri Sat SunAI CPM
ST:Office $8.97
ScrantonTimes
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Media Chart
We chose a flighting schedule for both television print for a few
reasons:
o Students are not in school all year; it would not be cost effective to
advertise during summer months
o The months we chose to advertise coincide with the fall television
season
o It emphasizes frequency more than reach; the campaign reaches a
small audience (18-24 year olds) but the ads will be seen many times
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Our media strategy
Simple: We want to integrate our campaign into several media vehicles and deliver them to college students in the area
Our focus is on frequency because we want to be seen by less people more often because if we are seen more often, the small group of people will remember our message and spread it to their friends. It is more realistic to affect a smaller audience. This makes our effective frequency 3x and our reach 75% of college students.
Media Strategies34
All shown within the flow-chart. Billboard:
Purchased on Central Scranton Expressway because there is heavy traffic on it.
Leads to both Dickson City and downtown Scranton. Chose to purchase for beginning of March and September
because that is the beginning of each semester. Television:
American Idol was chosen because it is the number one show this season and is popular among the college-age population.
The Office was chosen because many people from he Scranton area watch it.
Both chosen because they are shown on basic channels (Fox & NBC).
Print: The Scranton Times-Tribune was it is the most popular
Scranton newspaper. Only advertise on Sundays because few students read the paper
daily. To save money we will only advertise every other Sunday and
during special events.
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Budget (First 4 Months)
Price CPM / CPP Amount Overall Price Potential Sponsor
American Idol (Tuesday)
$594,000 (30 second spot)
CPP = $49,000 16 spots $9504,000 WOLF TV
American Idol (Wednesday)
$620,000 (30 second spot)
CPP = $51,666 16 spots $9920,000 WOLF TV
The Office $219,000 (30 second spot)
CPP = $54,750 16 spots $3504,000 WBRE
Scranton Times-Tribune
$598 (2 column, B&W, Sunday)
CPM = $8.97 8 spots $4,784 Scranton Times-Tribune
Billboard $2730 per month - 2 months $5,460 Lamar Advertising
Hats Approx $3 per hat
- 1,000 hats $3,000 Any downtown business
Pins Approx $.50 per pin
- 2,000 pins $1,000 Any downtown business
Balloons Approx $.10 per balloon
- 5,000 balloons $500 Any downtown business
Print (flyers, postcards, ect)
Approx $.02 per sheet
- 10,000 prints $200 PDQ Print Center
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Budget Continued
Overall price of = $108,842,944Potential sponsors to potentially remove price and
work for free because of the positive effects the campaign will have on the city and local business (including themselves).
Price for first 4 months of campaign.All prices subject to changes. In order to maintain our budget. We are giving
local downtown business a choice to sponsor promotional items. Therefore, if they agree to fund an item, their business logo will go on the object as well. For example: The Scranton Tomorrow logo with the “Outrageous” logo beneath.
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Wrapping it up We will implement out plan by deciding what the most cost
effective way of advertising is, after we perform research.
We will evaluate four months after the campaign , by surveying university students and downtown businesses. We will ask store owners if their revenue has increased.
References
Billboard Advertising http://www.lamar.com/main/default.cfm
Promotional http://www.queensboro.com/web/exec/index.php
Print http://www.printingforless.com/
PRIZIM http://www.claritas.com/MyBestSegments/Default.jsp
The Scranton Times-Tribune http://thetimes-tribune.com/
Scranton Tomorrow http://www.scrantontomorrow.org/
TV Advertising http://www.gaebler.com/National-TV-Spot-Ad-Costs.htm