A StrategicMarketing Communications

Plan

 Created By: Alyssa VanDurmeIMC 600 February 12, 2011

TotalSurpr!

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What we are doing:• Introduction to Total Surprise

– Total Surprise operates in the recreation and entertainment industry

– Provide consulting, planning and management services to its customers

– What this means…

• Objective– To develop a strategic communications plan focused on the

creation and implementation of targeted brand marketing tactics for Total Surprise™ to successfully introduce its services to the Buffalo market.

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Target Market• Potential Customers

– Residents WNY (2,520,985 people, 2009 US census)– Disposable income of $250 month for food, entertainment and recreation

• Partners– WNY Businesses and establishments that provide the products and services relevant

to a Total Surprise experience

• Media

• Eventually franchisees

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Why we’re doing it: 

• The research showed…– 86% of people would purchase a Total Surprise

• Therefore, developed the following Goals & Objectives:– To create awareness for Total Surprise in 65% of the target audience,

specifically by creating and marketing a brand image for Total Surprise. • To have the Total Surprise name and logo be recognizable among 45% of target

audience within 6 months of implementing this plan.

– To increase traffic on the Total Surprise website and Facebook page to 200 monthly hits after the first three months of implementing this plan.

– Increase the number of Total Surprise partners by 5% in each industry that it operates after the first year.

– To sell adequate Total Surprise experiences to create a positive return on investment and generate a profit after the first year of business.T

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Why we’re doing it: 

• Communication Positioning – represents the essence of what Total Surprise strives to have its

target audience, especially its customers, know, believe and remember about its brand:

Total Surprise brings renewed excitement and passion to the lives of its customers by providing them with a new experience and an unpredictable adventure.

By creating unique and individually tailored outings that remain true to the elements of surprise, adventure and unpredictability, the customer will leave the Total Surprise with wonderful memories and a feeling of rejuvenation.

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Why we’re doing it: 

• Key Messages– Messages derived from the communications positioning for the Total

Surprise brand and will be communicated to the target audiences through strategic marketing tactics:

Total Surprise™ strives to provide its customers with new adventures and special memories by adding an element of unpredictability to everyday life, all while helping to support small businesses in Western New York. 

– Total Surprise is about experiencing a new side of life. – A Total Surprise can be anything imaginable and is an opportunity to

do something you’ve never experienced before.– By promoting other businesses throughout WNY, Total Surprise

helps to strengthen the bonds of community in the region. TS!

Strengths

Innovative business idea /“outside of the box”

The owners have a lot of passion / dedicated, committed and determined to succeed

The potential ‘surprise outing’ ideas are possibly endless, limited only by imagination

TS can enter a variety of industries

Helps to the economy and benefitting local businesses, building bonds in the community

Initial trial TS’s were successful 

Weaknesses

TS is a new business

The owners have limited business experience

Also lack time limited capital, employees & resources

TS can be perceived as a special occasion, limiting the number of purchases

Opportunities

TS has no competition in WNY & it has 100% market share

TS has potential to expand to new markets &

develop franchises

TS creates partnerships with already established businesses

Threats

TS faces legal threat due to insurance and liability

TS has limited influence on the actual experience the client has

TS may face competition from companies with more capital resources soon following

its introduction to the market. 

S W O T s

How we’re doing it:• Strategies

– Highly-utilize social media and leverage its power in word-of-mouth communication to develop interest among potential customers thereby generating more website traffic and Facebook likes.

– Promote an adventurous, creative and innovative brand image that creates a sense of rejuvenation and excitement in its audience.

– Employ highly dedicated staff that close every sale and keep customers coming back again and again.

– Promote the idea that Total Surprise is not just for celebrating special occasions, but its about taking advantage of each day by experiencing something new.

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How we’re doing it:• Tactics

– Website– Social media sites/accounts– Mass Mailings and Emails – Groupon.com/LivingSocial.com/WNYdeals.com promotion– Promotional brochures and coupons– Mall promotion– Press Releases – Booth at Erie County Fair– Advertisements in local publications– Survey

– Online advertisements through Google and Facebook– Radio advertisements– Billboard advertisements– Television advertisementsT

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March & April May &

June July August Sept. & Oct.

Nov. & Dec.

Jan. & Feb.

Website

Social media

Mass

Mailings &

Emails

Mall promotion

Groupon or online promo

Radio Ad

BillboardAd

Press Releases

Local publication

Ads

Booth at Fair

Collect new research through survey

TV Ads Revise

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Implementation Calendar

What the expected outcomes are: 

• Measurement– Measure sales in 2011 against the marketing cost to see if a positive return on

investment was reached.– Implement a second survey of the target audience to gauge if the awareness

and interest objectives were met.– Record website and social media traffic.

• Process Measures-what did we create?– Measure on a consistent basis to determine to what extent to the proposed

tactics were created and successfully implemented

• Outcome Measures-what did we achieve?”– Measure on a consistent basis to determine to if the strategic objectives were

met

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How it is worth the budget investment:

Marketing Budget• Website

– $800.00• Social media sites/accounts

– $0.00• Email lists

– $0.00• Promotional brochures and coupons

– $250.00• Radio advertisements

– $75.00• Billboard advertisements

– $3,600.00• Television advertisements

– $600.00• Online advertisements

– $500.00• Mall promotion

– $150.00• Press Releases

– $0.00• Booth at Erie County Fair

– $900.00

 

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Total Budget : $16,950.00 Projected Income: $20,000

$16,950 - $20,000 = .179 or ROI of 17.9%

Open your eyes…

to aTotalSurpr!

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Questions?