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Adversing
Campaign
Book
Produced by:
Rebecca Agee
Shelby Ballou
Brian Delaporte
Alexis Groves
Heather McNelis
Principles
of
AdvertisingJam
es
M
adisonUniversity
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Sweet Bee Advertising Campaign For Those Who Want It All
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Sweet Bee Premium Frozen Yogurt
Adversing CampaignRebecca AgeeShelby BallouBrian Delaporte Alexis GrovesHeather McNelis
Principles of AdvertisingSMAD 256
Dr. John Guiniven
Sweet Bee Frozen Yogurt
Copyright 2011
All Rights Reserved
For Tose Who Want It All
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Table of Contents Introducon
Table of Contents
Executive Summary
Creative Brief
Situational Analysis
Problems and Opportunities
Goals and Objectives
Competitor Analysis
Markets, Segments, and Publics
Strategies
Tactic Implementation
Evaluation
Budget
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5
6
8
10
11
12
14
15
19
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21
22
23
24
26
27
28
Content
Appendices Appendix A: Bus AdvertisementsAppendix B: Droid/iPhone Application
Appendix C: Newspaper Advertisements
Appendix D: Flyer
Appendix E: Coupons
Appendix F: Punch Cards
There are three phases to our 2011 Sweet Bee Frozen Yogurt Campaign.
1. Increase awareness of the Sweet Bee Frozen Yogurt brand by 60 percent within two months. Simultaneously increase awareness of the health benets
of our product in both men and women by 50 perce nt within two months.
2. Increase the positive perception that Sweet Bee Frozen Yogurt tastes just as good as ice cream by 40 percent within six months. Simultaneously in-
crease desire for Sweet Bee Frozen Yogurt over other brands/competitors by 40 percent within six months.
3. Increase sales of Sweet Bee products by 35 percent within ten months. Increase sales of Sweet Bee products by repeat customers by 25 percent
within ten months.
This campaign is geared toward promoting Sweet Bee Frozen Yogurt to local Harrisonburg communities by stressing the health benets of frozen yogurt
in comparison to ice cream. Before the grand opening of Sweet Bee Frozen Yogurt, locals of the city of Harrisonburg, VA were strictly limited to ice
cream at Cold Stone Creamery, Klines Dairy Bar, and Brusters. With the emergence of Sweet Bee
as the rst frozen yogurt bar in Harrisonburg, the goal of our campaign is to show our target audi-
ence that frozen yogurt tastes just as satisfying as ice cream and also contains several health ben-
ets that ice cream does not. Ultimately, Sweet Bee Frozen Yogurt is the healthiest and best tasting
choice possible, and we want Sweet Bees customers to believe this and act upon that belief.
gg
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Creave BriefDear Sweet Bee Creative Team,
In the Spring of 2012 , Sweet Bee Frozen Yogurt will be launching its campaign Taste of Cream, Health of Yogurt, For Those Who Want it All in Harri-
sonburg, Virginia. Within this campaign, we will be stressing the health benets of frozen yogurt while simultaneously emphasizing the fact that our health
conscious frozen yogurt is a treat to the taste buds. Dessert and healthy arent usually words associated with one another, but associating these words is
what Sweet Bee Frozen Yogurt is aiming to do.
Sweet Bee Frozen Yogurt is a brand new self-serve frozen yogurt bar nestled in the quaint college town that surrounds James Madison University. With
only one location on Reservoir Street, directly across from the East side of James Madison Universitys college campus, Sweet Bee s campaign will target
health-conscious high school and college students ages 16-25. This will encompass Harrisonburg High Schools population as well as the college popula-
tions of James Madison University, Blue Ridge Community College, Eastern Mennonite University, and Bridgewater College.
Our main goals for this campaign is to closely align each tactic with consumer motivations and company values. We will use a variety of specied tactics to
create an effective campaign that reaches our target audience, center our campaign on increasing community knowledge of frozen yogurt health benets
versus ice cream, and prominently distinguish Sweet Bee Frozen Yogurt from neighboring competitors as the premium frozen yogurt of Harrisonburg,
Virginia.
To reach members of our audience, we will use an extensive combination of traditional and media tactics. In regards to traditional tactics, we will run
advertising and coupons in Harrionburgs local newspaper The Daily News Recordas well as the student-run newspapers at JMU, Bridgewater College,
and Eastern Mennonite University; these newspapers are The Breeze, Veritas, and The Weather Vane. Further, we will strategically place advertisements on
both the insides and outside of Harrisonburg buses and will run advertisements on local television channels as well as in Harrisonburg High Schools
daily news announcements. We will also use a variety of social media (Twitter, Facebook, Four Square, iPhone app, etc.) to advertise Sweet Bee Frozen
Yogurt and converse with Sweet Bee customers.
Our advertising design and style will focus on the opportunity for health-conscious students with a sweet tooth to indulge in a treat without feeling
guilty about their consumption later. We will create advertisements that accentuate how living a healthy lifestyle does not necessarily mean giving up
desserts, specically Sweet Bee Frozen Yogurt. We will incorporate various slogans that end with, For Those Who Want it All with the Sweet Be e
logo clearly displayed against a backdrop of succulent frozen yogurt pictures as well as the various toppings available.
Ultimately, the Taste of Cream, Health of Yogurt: For Those Who Want it All campaign proudly
emphasizes the fact that one can indulge while staying healthy. Gone are the days when living a
healthy lifestyle or dieting involved strict guidelines that strayed further away from desserts and
sweet delicacies. With the outstanding health benets of Sweet Bee Frozen Yogurt, indulging is no
longer a guilty pleasure but rather the standard of healthy living.
Sincerely,
Sweet Bee Advertising
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Situaonal AnalysisCurrently, Sweet Bee Frozen Yogurt occupies a single location on Reser voir Street in Harrisonburg, Virginia. Just having opened in July 2011, Sweet Bee is
still in the process of establishing itself as a reputable and trustworthy business within local Harrisonburg communities. In the midst of this establishment,
Sweet Bee has found itself in close proximity with several competitors. These competitors include Cold Stone Creamery, Klines Dairy Bar, and Br usters
Real Ice Cream. We will go into more depth about these businesses on the Competitors page, but noteworthy is the fact that Sweet Be e Frozen Yogurt is
the only frozen yogurt bar in Harrisonburg, Virginia. This puts the company in a great position to advertise the health benets of their frozen yogurt to a
more health-conscious high school and college aged population.
Sweet Bee is also at a slight disadvantage, however, because it can be assumed that the local Harrisonburg population has become accustomed to eating ice
cream, and not frozen yogurt. Frozen yogurt is a fairly foreign concept in the area, and our c ampaign must seamlessly intertwine the health benets of fro -
zen yogurt while advertising the extreme similarities of frozen yogurt to ice c ream. Thats why Taste of Cream, Health of Yogurt: For Those Who Want it
All is a perfect slogan for this campaign.
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Problems & Opportunies
Problems
Sweet Bee is faced with the challenge of establishing itself as a reputable local business while raising awareness of the health benets of frozen yogurt.
Brand loyalty to other dessert shops in the area will cause Sweet Be e to need to differe ntiate from the other shops, and is doing so by advertising the
benets of eating yogurt over ice cream. Advertising geared toward non-health conscious publics will focus on the large selection of yogurt avors and
toppings available to choose from.
Sweet Bee must distinguish itself from close-in-proximity competitors while obtaining its own newly established loyal customer base. By focusing on cou-
pons, punch cards, and mobile phone applications, Sweet Bee will reach the budget-conscious, tech-savvy 16-25 year old population.
Name recognition and awareness are always problems for newly established businesses. Sweet Bee is competing against franchises with a much larger
marketing budget and reach. Although Sweet Bee will not dominate any one medium with advertising, it will have the most presence on James Madison
Universitys campus through Sweet Bee on the Commons Day, advertisements in The Breeze, and HDPT bus advertisements.
Opportunities
Sweet Bee is a breath of fresh air in Harrisonburg, Virginia. Being the only dessert shop that is entirely dedicated to frozen yogurt will allow for Sweet
Bee to gain the health-conscious customer base that usually avoids ice cream. Being original and unique will cr eate curiosity in the public and therefore
raised awareness of the business.
James Madison University has a high population of women, approximately 62 percent, who tend to be more health conscious than men. This is particu-
larly ideal in an environment notorious for encouraging the freshman 15, which means Sweet Bees distinction and edge is particularly appealing to a
large segment of the population.
Sweet Bee has the advantage of being certied with health guarantees that are backed by the National Yogurt Association. This adds both credibility and
originality to the brand.
Sweet Bee is the only dessert shop that currently accepts FLEX. FLEX is a monetary account
through the JMU student identication cards that can be used for purchases on and off campus. Ac-
cepting FLEX adds another way for JMU students to enjoy Sweet Bee.
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Goals & ObjecvesGoals
The main goal of this campaign is to increase the awareness among the Harrisonburg community of the of health of frozen yogurt over similar alterna-
tives. Additionally, the advertising goal is to raise awareness of the Sweet Bee brand (a new company in the community) as it distinguishes itself from
other dessert locations.
ObjectivesAwareness Phase
To increase awareness of our brand by 60 percent in the Harrisonburg population within two months.
To increase awareness of the health benets of our product in our target audience by 50 percent within two months.
Attitudinal Phase
To create a positive perception that Sweet Bee Frozen Yogurt is just as good as soft ice cream by 40 percent market
within six months.
To increase desire for Sweet Bee Frozen Yogurt over other brands/competitors by 40 percent within six months.
Behavioral Phase
To increase sales of Sweet Bee products by 35 percent within ten months.
To increase sales of Sweet Bee products by repeat customers by 25 percent within ten months.
To implement an effective campaign that reaches our target audience by using a variety of specied tactics
To increase Sweet Bee name recall by effectively pursuing potential customers
To center all aspects of our campaign around the health and tness concerns within the community
To increase knowledge of health benets of Sweet Bee Frozen Yogurt over ice cream in Harrisonburg communities
To distinguish Sweet Bee from neighboring competitors as the premium frozen dessert
To encourage repeat business by creating and maintaining a positive perception from loyal customers within the community
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Competor AnalysisThree main threats were detecte d in the immediate Harrisonburg area including Cold Stone Creamery, Klines, and Brusters. These three locations all have
unique competitive edges from which Sweet Bee must distinguish itself. The threats of these locations have been outlined below.
Cold Stone Threats
Cold Stone Creamery has both national and international name recognition. With locations in 17 different countries, Cold Stone continues to expand
and its popularity is constantly on the rise. Only eight years after opening, Cold Stone served its one-millionth ice cream cone, which reects its successful
work ethic. With 20 years of ice cream making under its belt, Cold Stone is becoming one of the most well known ice cream venues in the U.S. and posesas a threat to Sweet bee.
In Harrisonburg, Cold Stones competition is predominant in a few different areas. Other than having name recognition on their side, Cold Stone identi-
es its ice cream as Super Premium, while Sweet bee frozen yogurt has Premium Frozen Yogurt. In addition, Cold Stone crew members are known
for singing after receiving tips, while Sweet bee does not currently have singing as part of their customer-employee interaction. Last, Cold Stone is located
directly across the street f rom Wal-Mart, which is easily visible to the public eye from afar, while Sweet Bee is located around the corner and not visible to
the convenient store shoppers.
Klines Threats
Klines Dairy Bar is one of the Must Visit places while in Har risonburg. Its combi-
nation of being family owned and making their custard fresh daily makes it a pro-
found competitor to Sweet Bees Frozen Yogurt. With almost 70 years in business,
Klines promotes its high quality ingredients and old fashion ice cream making tech-
nique as a reason to stop by to one of its two locations downtown.
In addition, Klines is known for its Fla-
vor Forecast. Klines posts a avor of
the week with dates showing how long this
avor is available. Every four months a new
Flavor Forecast is made available on the
Klines website, for customers to try some-
thing new each week. The Flavor Fore-cast not only increases customer loyalty but
also attracts new customers who have never
tried these avors.
Brusters Threats
Brusters is a nationwide known ice cream
franchise that began in 1989. Some of
its popularity is due to the fact that Brusters makes its own ice cream, cakes and cones that are sold on location in their stores. As many may not know,
Brusters has ice cream for dogs. Dog owners do not have to feel guilty about leaving the house to go out for a treat because they can bring their dogs along
for one too.
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Markets, Segments & Publics
Sweet Bees Taste of Cream, Health of Yogurt, For Those Who Want It All Campaign will target a demographic of health conscious 16-25 year old men
and women. This target audience will r ange from high school students who can drive, all the way up to undergraduate and g raduate college-age students.
We have split our target audience of consumers into two primary publics: latent and aware. Our latent public consists of 80 percent of the target market,
which has either never heard of Sweet Bee Frozen Yogurt or knows of Sweet Bee but has never tried the product. Our active public seemingly consists of
20 percent of the market. Twenty percent of our target audience has either heard about Sweet Bee and tried it, or know about Sweet Bee, like it, and have
become returning customers. By working through these two primary markets, we believe we will effectively reach out to those who are unfamiliar with fro-
zen yogurt and the health benets that come along with it. We will also reach out to those who are familiar with Sweet Bee and its health benets and keep
this active public coming back for more.
In addition, we have further segmented our two primary publics into two narrower sections: health conscious consumers and non-health conscious con-
sumers. Health conscious consumers are those who are either concerned about their own personal weight gain from eating our product or those who are
interested in gaining a higher level of health satisfaction overall. Non-health conscious consumers are those who are either unaware of the health risks
from eating ice cream as opposed to frozen yogurt, or those who are simply unconcerned with their health and do not see the point in switching over
from ice cream to a new beneciary treat like frozen yogurt.
We believe that by segmenting our target audience of 16-25 year-old men and women either high school or college -aged into primarily latent and
aware publics, that we will be able to achieve the most out of our marketing and advertising scheme. By additionally segmenting our market even
further to appeal to both health and non-health conscious consumers, we feel that we c an get the most out of our goals and objectives and ulti-
mately achieve what we envision for Sweet Bee and the future of frozen yogurt.
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StrategiesOur strategies are broken up in the same way as our objectives for the Sweet Bee advertising campaign, in three phases: awareness, attitudinal, and behav-
ioral. These phases are strategically planned acc ording to the seasons in which they will be implemented as frozen desserts tend to be more popular in the
warmer months. Some tactics are implemented in more than one or all of the phases in order to provide a sense of continuity for our target audience.
Awareness Phase: February to March
The awareness phase calls for a variety of tactics that will help Harrisonburg residents recognize Sweet Bee as a brand of frozen yogurt. This will further
allow them to identify and understand the specic health differences between ice cream and frozen yogurt that afrm the latter as the better choice. In theawareness phase, the following tactics will be implemented and utilized:
HDPT Bus Advertisements
Since research suggests that captive audiences will pay attention to an advertisement when there is nothing better to do (such as when they are standing
in the elevator), we decided to put Sweet Bee advertisements both in and on the buses. This way both JMU students and Harrisonburg residents, riders
and non-riders, will be exposed to the advertisements. The advertisements on the side of the buses will introduce the public to the slogan, For those who
want it all.
Newspaper Advertisements
An attractive quarter-page advertisement will be placed in The Breeze, Veritas, The Weather Vane, and The Daily News Record. It will display the brands slogan
as well as a delicious looking frozen yogurt, happy looking customers, and witty or fun-to-read copy. The advertisement itself will change weekly.
Social Media Implementation
As our target market becomes more aware of our brand there is an increased chance that potential customers will start to look for us on social networking
sites such as Facebook and Twitter. We will need to have a presence on these sites and a social media strateg y to go with it. Though Sweet Bee already hasa Facebook, the site could benet from increased customer interaction. A Twitter account must be established for the company. It too will try to excite
and engage customers by interacting with them.
Public Television Commercials
In order to increase awareness in the general Harrisonburg community, Sweet Bee will air short commercials on local television channels. These commer-
cials will focus on the campaign slogan, Taste of Cream, Health of Yogurt: For Those Who Want it All, integrating various themes that are conveyed
in the designs displayed in the appendices. By emphasizing the health benets of Sweet Bee Frozen
Yogurt and relevant interests of our target audience such as study breaks and date nights, Sweet Bee
will effectively stress a consistent message of simultaneous health and indulgence. These television
commercials will reach a large portion of our target audience, as high school and college students
spend approximately three hours watching te levision each day.
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(connued)
Strategies
Attitudinal Phase: April to July
The attitudinal phase builds upon the awareness phase as the bus advertisements and the periodic fundraisers continue, but the campaign itself grows
more complex as the objectives shift. The objectives in this phase involve increasing the perception of Sweet Bee Frozen Yogurt as better than competi-
tors ice cream in that it tastes just as great but boasts additional benets. Ultimately, wed like to increase a desire among the target market for Sweet Bee,
and hope to make these changes with three additional dened tactics.
JMU / Harrisonburg High School Fundraiser
In order to increase awareness of the Sweet Bee brand in the smaller segment of our target market, Sweet Bee will designate specic dates in which 10
percent of the proceeds from high school students sponsor Harrisonburg High School clubs and activities. Sweet Bee will give similar offers to different
sports teams and clubs throughout the year to kee p enthusiasm in even smaller segments alive. Also, within this tactic, Sweet Bee will sponsor announce-
ments twice a week on the d aily Harrisonburg High School news to inform students of fundraisers happening throughout the month, current avors and
discounts.
Sweet Bee on the Commons Day
James Madison University students are the main target for this campaign. As such, Sweet Be e is willing to make the biggest investment on raising aware-
ness within this segment. Sweet Bee on the Commons Day will be a one-day investment where Sweet Bees original frozen yogurt avor will be brought
to the most central part of campusthe Commonsin order for students to try it.
The entire spread of available toppings will be paired with the frozen yogurt display. Students will be encouraged to try a free 2 oz frozen yogurt with
toppings they put on themselves, the same way it is purchased in the store. Flye rs given out during the event will list interesting facts about the healthbenets of frozen yogurt.
This promotion is meant to generate excitement about Sweet Bee and send the message to students that Sweet Bee is a fun, healthy brand with delicious
products.
Droid / iPhone Application
To once again generate excitement about the brand, a Smartphone application will be created that
will be compatible with both Droid and iPhone. This free application will allow a user to input the
avor of frozen yogurt they want and their specic toppings. The output of the app will be a calorie
count based on the customers preferred yogurt.
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(connued)
Strategies
Behavioral Phase: August to November
The bus advertisements and the periodic fundraisers will continue into the behavioral phase, and the advertising, Smartphone application, and social me-
dia advertising maintained. The campaign in itself, however, will grow more c omplex as the objective shifts from consumer attitude to consumer action.
Coupons
Sweet Bee will begin to issue coupons in The Breezeand in-store. These coupons will serve two purposes: to remind customers of Sweet Bee and to bring
them into the store.
Improved Punch Cards
Sweet Bee currently gives punch cards to customers to increase repeat action. The deal on the punch cards is an 8 oz. free frozen yogurt with 10
punches. This is a good tactic, though there is a lot of wasted space on the back of the card. In order to solve this problem, the new Sweet Bee campaign
will encourage customer visits by reminding them of the taste and health benets of yogurt on the back of the card. The copy will be typographically at-
tractive so that customers who carry this card around with them in their wallets will have a constant reminder about why they need to return to Sweet Bee.
Flow Chart
Taccs
Droid/ iPhone Applicaon
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Evaluaon
In order to track our advertising campaign progress, we will evaluate each of our applied tactics for our target market of 16-25 year old men and women.
As previously mentioned, we have segmented our marketing strategies into three phases: awareness, attitudinal, and behavioral.
For our tactics in relation to the awareness phase, we will evaluate the success of our Harrisonburg Department of Public Transportation advertisements,
The Breezeadvertisements, social media implementation, and public television commercials. For our HDPT advertisements, we will use a quadratics survey
in order to deter mine whether or not our bus advertisements have increased awareness among the demographic we are targe ting. For The Breezeadvertise-ments, we will evaluate their effectiveness by campus word of mouth. If people are starting to take notice of our new ads, conversation will hopefully stir
via social media or face to face communication. If we do not see this happening within the rst month, we will survey JMU students and faculty via email
to determine if the greater majority have or have not seen the ads. In terms of social media implementation we will use both Facebook and Twitter. Our
Facebook and Twitter pages will be monitored daily, and by documenting the number of clicks and likes on the each page, we will see how much trafc
the pages are producing. Finally, we will evaluate our public television commercials by checking the overall ratings for the stations in which we broadcast
our thirty second slots. We will also have an in-store survey to see how many of our current customers have viewed our commercials.
For our tactics concerning the attitudinal phase, we will assess the progress of our JMU and Harrisonburg High School Fundraiser, Sweet Bee on the
Commons Day, and our Droid/iPhone Application. The purpose of our Har risonburg High School fundraiser is to appeal to the younger end of our
target market (16 to 18 year-olds). In order to e valuate the success of this event we will advertise through the morning announcements, then count how
many HHS students show up to the announced school fundraisers. We anticipate a favorable response from the high school community itself. We will
assess Sweet Bee on the Commons Day by sur veying the number of people (students/faculty/anyone walking on the Commons) who taste-test a 2 oz
cup of frozen yogurt with additional toppings. Collecting this data will allow us to know just how interested or uninterested the JMU campus is in our
product. Finally, by counting how many people download our Droid/iPhone app, we will be able to know if it is an effective tactic. The more downloads,
the greater the tactics effectiveness.
Lastly, for our tactics pertaining to the behavioral phase, we will measure the success of our coupons and newly improved punch cards. Our coupons will
give customers 10 cents per ounce off of a single frozen yogurt purchase. Documenting how many customers pay for their Frozen Yogurt with a coupon
will ultimately determine the success of their circulation. For our newly improved punch cards, we will ask customers in house to submit a simple ballot
either checking Yes, I like the new punch cards or No, I do not. This will give our campaign immediate fee dback on this particular tactic.
The Sweet Bee 2012 advertising campaigns evaluation process hopes to get signicant feedback on which of our tactics are working effectively and which
of those need improvement or to be modied.
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Sweet Bee Advertising Campaign
Page 26
Budget
$1,750
$1,400
$4,000
$1,400
$10,000
$250
$600
$1,000
$100
$50
$6,500
Phase One: Awareness Bus Inside
Bus Outside
Newspaper
Social Media
Public Television
High School Announcements
Sweet Bee on the Commons Day
Droid/iPhone Application
Coupons
Punch Cards
Phase Two: Attitudinal
Phase Three: Behavioral
Sweet Bee Creative Team
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AppendixA
BusAdver
sements
Outside
Inside
AppendixB
Droid/iPho
neApp
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AppendixC
Newspape
rAd#1 A.
B.
AppendixC(co
nnued)
Newspape
rAd#2
y
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AppendixD
Fly
erforOntheC
ommonsDay
Appendi
xE
Coupo
ns
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Appendi
xF
NewPunchCards
Front
Back
Taste of Cream,
Health of YogurtFor Those Who WantIt All!
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Copyright 2011
All Rights Reserved
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