Group 16

Media Sales Plan 2012

[Emily Bratcher- Account Executive] [Kelly Krebill- Media Planner] [Stephanie Grapentin- Media Buyer] [Anthony Richards- Research Coordinator] [Archie Zhang- Creative Representative]

Green Grocers !"#$%&'()))))

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Selection. Nutrition. Green Lifestyle. Affordable Prices.

6 locations: DeWitt, Williamston, Okemos, Grand Ledge, and 2 in East Lansing

Executive Summary

Green Grocers needs to adopt a highly-effective sales plan in order to compete in the market and increase sales.!

1. ”

“ Executive Summary

2.

3.

Increase Sales: 9%.-4:)&'0(')/0&)))),#;!'2%2%$');/"<'2)

Reach Target Audience: =#;'0)>?+?@A)=#"<%0.)!"#B'((%#0/4A)B/;%4%'(A),#5!4'(8)

Media Vehicles: C'1(!/!'"A)D/&%#A)E%443#/"&(A)F%.%2/4)

Expected Outcomes: G?H)D'25"0)#0)I0$'(2;'02A)/0&)D'/,-)J?H)#B)K/".'2)*/"<'2)%0)/"'/8

4.

Situation Analysis

Competitors

Situation Analysis

The 5 C’s

Situation Analysis

1.

2.

3.

4.

5.

L#;!/0:+)Healthy, affordable, high-end, organic.

L#44/3#"/2#"(+)6 locations, building partnerships with local farmers and businesses.

L#0(5;'"+)Women 35-54, higher income. Families, health & environment conscious. On-the-go professionals.

L#;!'2%2#"(+)Supermarkets, club stores, drug stores, specialty stores, restaurants, fast food.

L4%;/2'+)Hard economic times. Higher concern for health and the environment.

SWOT

Situation Analysis

STRENGTHS: WEAKNESSES:

OPPERTUNITIES: THREATS:

! “Dollar days” ! Prepared dinners ! Basic " high-end items

! Trying to do a lot ! Not as established ! Hard economic times ! Large Competition

! Hybrid store ! Not a lot of these stores in Lansing ! Increase spending on higher quality

! More established stores ! Hard- economy

Research

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Media Goals

Media Goals:

K-')goal %()2#)%0,"'/(')#$'"/44)sales)2-"#5.-)"'/,-%0.)#5")target marketsA)improving brand recognitionA)/0&)increase our share %0) 2-') ."#,'":) ;/"<'28))

“ ”

Seasonality/Geography:

Primary Target Audience:

Secondary Target Audience:

Continuous, increasing during special events/holidays (i.e.

Christmas, Thanksgiving, 4th of July). Centered around Lansing.

Women 35-54, upper class. Health and environmentally conscious.

Working professionals, families, college students, anyone looking

for a healthy meal.

Reach: The preferred reach for this year’s campaign is 75% of the target audience over the year.

Frequency: From the Ostrow Model of Effective Frequency we get a value of 1.2.

Sales Goals and Objectives: Budget= $350,00 for the fiscal year January- December Return on Investment (ROI) Would like to see a 25% increase after the first year.

=($350,000 x 1.25) = $437,500

Media Goals: Ostrow Model:

Media Strategies

Media Strategies:

Media Mix: #$%%&"#$'(%$)"*+,,"-%"+./,%.%&0+&1"2".%3+2"3+)/%$)+'&"2//$'2(4!"2&3"*+,,"425%".6,0+/,%".%3+6.)7"84%".%3+6.)"2$%9:"&%*)/2/%$!"$23+'!"-+,,-'2$3!")'(+2,;<=>"?"

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Newspaper:

Radio:

Billboard:

SEM/Social:

Media Strategies:

Most will be spent in the Lansing area. Main newspaper will be Lansing based. The radio stations will be local. And the billboards will be near the stores.

PULSE SCHEDULING: Advertising will be steady thought the entire year, but will become heavier during special events and holidays when extra grocery dollars are being spent.

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Media Tactics

There will be a coupon insert on Sundays, which will be the store ad for the week. A ! page ad will go out on Tuesday highlighting the weekly special. Another coupon insert will go out on Thursday’s that is the weekend advertisement.

Media Tactics:

NEWSPAPER:

Lead Mediums

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Advertising:

RADIO:

Media Tactics:

L#02%05#5() /&$'"2%(%0.W) will consist of 3 advertisements each day. On Monday, Wednesday, Friday, and Sunday one 30-second ad will play on each stations between 6 a.m. and 10 a.m. On Tuesday, Thursday, and Saturday one 30-second ad will play on each station between 3 p.m. and 7 p.m.

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P!',%/4)Q$'02X9#4%&/:W)December (Christmas/Holidays)

January (New Years) February (Super Bowl)

End of June/Beginning of July (4th of July) August (Back to School)

October (Halloween) November (Thanksgiving)

Add 9 extra Radio ads (3 for each station). (2) 30-sec morning and (1) 30-sec evening ad for each station.

Lead Mediums

There will be [)&%.%2/4)3%443#/"&(, one near each store location. The billboards will be placed at busy intersections, providing the audience with an ad for the store, and also the location of the nearest Green Grocers.

Media Tactics:

BILLBOARDS:

The billboards will run continuously throughout the entire year. But the message will be changed as need. �

Support Mediums

Media Tactics:

Digital advertising will consist of Social Media and SEM. A specific portion of the budget will be set aside.

DIGITAL: SEM/SOCIAL MEDIA

Budget Allocation:

Support Mediums

Media Tactics:

Media Tactics:

Budget

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Newspaper: Detroit Free Press

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= $28,600 (a year)

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= $28,600 (a year)

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= $2860 (a year)

Total of yearly Newspaper Advertising : $60,060 (LSJ) + $60,060 (Detroit Free Press)

= $120,120

Budget:

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Budget: RADIO:

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