Nashville Store Launch
April 2013
by
M4AS Media
1
Table of Contents
Campaign Scope
Executive Summary
Situational Analysis
Media Vision
Media Menu
Media Objectives and Metrics
Flow Chart
Flights
Budget Summary
Results and Measurement
Meet the Team
Let’s Get Weird
Page 3
Page 4
Page 5
Page 15
Page 16
Page 18
Page 19
Page 20
Page 24
Page 25
Page 26
Page 27
2
Campaign Scope
Since opening its doors in 2007, Big Top
Candy Shop has satisfied the cravings of
local residents and tourists visiting Austin’s
eclectic South Congress Avenue. Owner
Brandon Hodge’s creation features an
enormous selection of novelty candies, ice
cream, and a working 50s style soda
fountain, all set to a classic circus theme.
Big Top offers their customers a diverse
range of products and an experience that
cannot be found elsewhere.
Big Top Candy Shop hopes to repeat its
success by opening up a new location in the
Hillsboro Village area of Nashville,
Tennessee. The demographic makeup of
Hillsboro Village, along with its proximity to
the downtown area and local universities,
provides a familiar situation for Big Top’s
newest venture.
In order to generate awareness, create a
loyal customer base in the niche market for
novelty candies, and establish
communication with this loyal customer
base, Big Top is budgeting $75,000 towards
a multimedia campaign. 90% of this budget
will be spent on measurable media
vehicles. The campaign will begin in May of
2013 and concludes in December.
3
Executive Summary
M4AS Media has developed a media plan that will create and sustain relevance for the
specified target market of college students, young professionals and parents ages 20-40
years old engaged in the Nashville community. Our media will be centralized in the
Nashville metropolitan area, including Hillsboro Village and the Broadway entertainment
district to be sure that our target will be reached in a way that is sustainable and long
lasting.
The new store location in Nashville will place Big Top in direct competition with other
local candy shops and eateries. Big Top Candy Shop will continue to strive to maintain
its out-of-the-ordinary atmosphere and provide an extensive variety of candies and
sweets. Moreover, Hillsboro’s community attracts a customer base similar to the Big Top
location in Austin that includes both young professionals and local college students. Big
Top will penetrate the Nashville market by incentivizing consumer engagement via sales
promotions and events, drawing attention to its zany personality and wide selection of
sugary delicacies.
Since this plan is limited to eight months, this campaign focuses on creating and
sustaining customer loyalty in Nashville. Within the given budget, money will be
allocated to Guerilla, Out-of-Home, Social Media, Online, Print, and Radio.
The following recommendations made by M4AS Media will create a comprehensive and
effective strategic media plan. M4AS Media is committed to the successful opening of
Big Top Candy Shop in Nashville and creating a strong core consumer base for future
endeavors.
4
Big Top’s Brand
Product
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Price
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Place
Promotion
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Big Top Candy Shop sells all types of candy and sweet treats, ranging from
brand name to novelty, bulk and pre-packaged.
Big Top Candy Shop has more than six million combinations of authentic,
hand-jerked sodas from the in-house old fashioned soda fountain and other
specialty items such as house-made truffles and special chocolate covered
bacon.
Big Top Candy Shop offers 300+ types of bulk candy, which is priced by the ¼
lb as well as 2,000+ types of wrapped and pre-packaged candy. Customers are
able to call to check for a specific type of candy type or availability before
coming to Big Top Candy Shop.
Big Top Candy Shop also offers “Out-of-town” gift-baskets themed towards
the city as well as a family-friendly atmosphere including Calliope music,
carnies, the occasional live music and Steampunk Sideshows.
Customers can also choose from a selection of Blue Bell Ice Cream as well as
homemade shakes, floats, malts, spiders sundaes and splits.
Rock Candy, Jelly Beans, Taffies, Hard Candy and Gums, Chocolate Candy and
Gummy candy are all sold in bulk, ranging from $1.07- $2.27 per ¼ lbs.
Handmade Truffles range from $2.47 to $3.77 per ¼ lbs.
Soda: $1.77. Shaved Ice: $1.77. Italian Cream Soda: $1.97. Egg Cream Soda:
$2.77. Float: $3.77. Shake or Malt: $4.77. Banana Split: $4.77. Ice Cream
Single: $2.17. Ice Cream Double: $3.17
T-shirts sell for $20 and a 20 lbs. Hershey Bar is on sale for $59.97.
300+ types of bulk candy which is priced by the ¼ lb and 2,000+ types of
wrapped/pre-packaged candy.
Customers can call to check availability for a specific type of candy type or
request Big Top to help with ordering.
The original Big Top Candy Shop is located 1706 South Congress Avenue,
Austin Texas, 78704. The anticipated location will be Hillsboro Market at 21st
Avenue South in Nashville, TN.
Sunday-Friday: 11:00 AM-7:00 PM.
Saturday: 10 AM-8:00 PM.
Also stated to be “open until we close”, implying that they are willing to stay
open a little longer during the day if there are still plenty of customers.
Big Top Candy Shop has been featured online on multiple online media
including 365thingsaustin.com, Yelp, Travel.usatoday.com,
austinchronicle.com, Austin.culturemap.com, delish.com,
Austin.citysearch.com, chowhound.com, openhourz.com, and gogobot.com.
The social media that Big Top Candy Shop participates in includes Facebook,
Tumblr, and Twitter. None of the pages are updated consistently, which could
make it difficult for potential customers to get a good grasp of the business.
The Facebook and Twitter accounts include business announcements such as
hiring notices and store hour changes and notices for events that Big Top is
associated with, as well as the introduction of new product options. Facebook
offers more in-store pictures. Tumblr is used as a website, containing links to
Facebook, Twitter, and About and Frequently Asked Questions pages.
5
Nashville Geographic Profile
Market
Segmentation
37212 Zipcode - Hillsboro Village
Hillsboro Village is an older part of Nashville, located close to Vanderbilt
University. It has a merchant vibe, with art galleries, funky eateries, theatres,
salons, and boutiques and is known for its fun atmosphere.
Who Lives in Nashville
Young Professional
High-income urban singles. Big spenders with a higher-than-normal living
cost, most are college-educated and have management professions.
Plucky Parent
Lower-income single parents, a majority of which are female. Home-renters
with at least a high-school education.
Sprightly Student
College or graduate students attending the local universities like Vanderbilt
University and Belmont University.
This area is made up of the above market segmentations. Although there are
a substantial amount of older people, the majority of the population is
young, with the median age at 34. The following data shows that many
inhabitants are students, with Vanderbilt University nearby, and young
professionals who have a higher than average income. 55% of the
population 25 and older have a college or master’s degree or some college.
Davidson is also the largest metropolitan area in a 5-state region.
Demographics
http://www.stationindex.com/tv/markets/Nash
ville
http://nashville.about.com/od/newspapers/Nas
hville_Newspaper_Resources.htm
http://nashville.areaconnect.com/statistics.htm
http://quickfacts.census.gov/qfd/states/47/475
2006.html
http://hillsborovillage.com/
http://www.zillow.com/local-info/TN-Nashvillepeople/r_6118/
Nashville, TN
Population: 6,399,787
Male: 48.7%
Female: 51.3%
Median Age: 33.9
Median Income: $43,989
Households: 2,497,997
Average Household Size: 2.5
Average Family Size: 2.96
Demographics
White: 75.7%
American Indian: 0.3%
African American: 16.1%
Store Zip Code
Population: 20,148
Male: 47.6%
Female: 52.4%
Median Age: 23.3
Median Income: $49,307
Households: 7,194
Average Household Size: 1.87
Average Family Size: 2.8
Demographics
White: 79.7%
American Indian: 0.70%
African American: 12.6%
6
Media
Newspaper
The Tennessean
The City Paper
The Nashville Pride
Nashville Business
Journal
Nashville Scene
The Tennessee Tribune
The Vanderbilt Hustler
Magazine
Nashville Lifestyles
Nashville Parent
N Focus (Nashville)
Greater Nashville –
House & Home &
Garden
Tennessee Alumnus
Nashville Business
Journal
http://www.stationindex.com/tv/markets/Nash
ville
http://nashville.about.com/od/newspapers/Nas
hville_Newspaper_Resources.htm
http://nashville.areaconnect.com/statistics.htm
http://quickfacts.census.gov/qfd/states/47/475
2006.html
http://hillsborovillage.com/
http://www.zillow.com/local-info/TN-Nashvillepeople/r_6118/
Radio
WFSK – Fisk University
WMTS – Middle
Tennessee State
University
WNAZ – Trevecca
Nazarene University
WPLN – Nashville Public
Radio
WRVU – Vanderbilt
University
WJXA – Mix 92.9 FM
WSM – 95.5 The Wolf
WSIX – 98 WSIX – The
Biggest Hits The Biggest
Stars
WKDF – 103 The Cutting
Edge of Rock
WNRQ – 105.9 The Rock
– Nashville’s Classic Rock
Station
AAAA – Green Habbo
WSM – 650 WSM –
Nashville’s Country
Legend
WENO – 760 AM –
Nashville’s Christian Talk
WCOR – AM 900 – Real
Country
WYFN – Bible
Broadcasting Network
WNSG – 1240 AM –
Nashville’s Sound of
Gospel
WNQM – Nashville’s
Quality Ministries
WNAH – A Household
Name in Nashville for
54+ year
WLAC – Tennessee’s
News Traffic and
Weather Station
Television
WKRN-Young
Broadcasting
WMSV- Meredith (NBC)
WTVF-Landmark
Communications (CBS)
WNPT- (PBS)
WZTV-Sinclair Broadcast
Group (FOX)
WCTE-(PBS)
WNPX-Ion Media
Networks (ION)
WUXP- Sinclair Broadcast
Group (myTV)
WJDE-LD-South Central
Communications (HSN)
WHTN- Christian
Television Netwrok (CTN)
WLLC-LP-JKB-Associates
(Inimas)
WPGD- Trinity
Broadcasting Network
(TBN)
WNAB- Lambert
Broadcasting Group (CW)
WJFB- Bryant
Broadcasting (Shopping)
7
Nashville Business Competitors
Rocket Fizz Soda Pop
& Candy Shop
Company Information: First started in Camarillo, CA in
February 2009. Now there are 31 store locations across
the mid-western U.S. Each store is independently owned
and operated.
Company system: Franchise
Nashville store: Opened on April 29th, 2012
Location: Located in downtown area. 3 miles north of Big
Top’s new store (201 2nd Ave N Nashville, TN 37201).
Brand: Iconic old fashion candy store, known for creating
a memorable and magical experience
Products: Large selection of soda pops and unique
candies.
Theme: 50’s vibe surrounded by childhood memories of
music, light, and old school concert posters
National Press: Featured in “Kids in a Candy Store” on
Channel 4, 5.
Showcase on TV show “ The Price is Right”
Blogs
Social Media: Facebook: Use to Inform customers of new
candy and soda flavor and public events.
Twitter: Direct interaction with followers and potential
customers.
Diana’s Sweet Shoppe
Company Information: Opened in 1926 in Port Huron,
Michigan. Diner-style restaurant.
Company System: Locally-owned store
Location: 318 Broadway, Nashville TN 37201. (2.5 miles
away from BT’s new store).
Brand: Old-fashioned diner and ice cream store noted for
its nostalgic aura.
Products: Full service lunch and dinner menu, diner
staples - sandwiches, salads, soups, ice cream, shakes,
sundaes, pre-packaged candies and chocolates.
Theme: Old-time diner. 1900-style architecture, booths
for guests.
National Press: Featured in the Nashville Scene, Nashville
Business Journal, the Times Herald, Fox 17 News, and
AllAccess.com. All press published 2-3 years ago according
to website.
Social Media: No Facebook found. Twitter account:
@DianasNashville
8
Target Market
Background
Location and
Income
Lifestyle, Interests,
and Causes
The location of the shop will be at 21st Avenue South in the
neighborhood of Hillsboro Village. The area has a high
walkability index and is well know for the popular shopping
and entertainment district. It is adjacent to Vanderbilt
University, Belmont University, and Music Row. Downtown is
approximately 5-7 minutes away.
The Hillsboro Village area, 37212 and surrounding zip codes
are home to the middle and upper middle class income, young
professionals, and college students. Many singles live in this
area and the majority of the households have children. This
area attracts a number of people for the universities and the
atmosphere of the village.
This group enjoys activities that revolve around the vibrant
music city and social interaction. They appreciate the unique
atmosphere of Hillsboro Village, with its high walkability, great
shopping, and local restaurants.
Additionally, the Village tends to be more family-friendly due
to the amount of individual houses available around the area.
This group of people are looking to leave the house and stroll
around the lively area.
Proposed Target
Market
An appropriate Target Market proposed by M4AS media
includes the following:
•
Young professionals, households with children, and
singles ages 20-40
•
Middle to upper middle income of $35,000 and above
•
Live or study in the Hillsboro Village area and
surrounding universities
•
Avid candy lovers
•
Are enthusiastic of nostalgic, old timey stores, looking to
explore and enjoy a nice day of walking, socially
interactive, and support local businesses
9
Strengths
Paramount
Service
Nostalgic Vibe
Integrated
Product Offering
Insurmountable
Selections
Eccentric
Employees
Big Top prides itself for carrying over 300 types of
bulk and over 2000 types of pre-wrapped candies,
in addition to house made delicacies. Even with
this vast selection, Big Top is willing to check on
availability and pricing of candies for customers
via phone or in store, in addition to helping
customers get any candies not stocked in store or
have discontinued production.
The old timey circus theme and decorations
remind customers of their childhood. The
nostalgic aura of Big Top would fit into and
enhance the overall antique feeling that Hillsboro
already has.
The combination of candy, novelty sweets,
authentic old-fashioned sodas and drinks, and ice
cream creates a one-stop-shopping experience to
satisfy any sweet tooth.
From the wide variety of sodas from the old
fashioned soda jerk, to the house-made chocolate
bars, to the endless stock of packaged candies, Big
Top’s assortment offers everything a true candy
lover could want and more.
Friendly employees completes the odd-ball circus
atmosphere, making Big Top a unique experience
in excellent customer service.
10
Weaknesses
Local Business
Reputation
Austin and Nashville are big supporters of local
businesses. In the Austin community, Big Top is
revered as the finest candy shop in all of Austin,
providing the city a peek into the world of circuses
and sideshows. As a new store in Nashville, Big
Top will be competing with established local
institutions such as the Rocket Fizz Soda Pop &
Candy Shop and Diana’s Sweet Shoppe. Adapting
to the Nashville community by hiring local
employees and participating in the various events
put on year round in Hillsboro will help Big Top
acclimate itself into the Nashville business
community.
New Brand
Like all new businesses, Big Top will have to build
from the ground up. In Nashville, we aim to gain
basic awareness and build full-fledged brand
loyalty. The media plan will help satisfy these
requirements.
Hours of
Operation
The late-night atmosphere in Nashville’s Hillsboro
Village may conflict with Big Top’s early closing
hours. Since Hillsboro is a late-night entertainment
district, Big Top would most likely need to alter or
extend their closing hours and hire more
employees, especially for busy weekend nights.
11
Opportunities
Local and Tourist
Destination
Local Events
Inspire locals and tourists to view Big Top as a
destination to experience an authentic candy shop
experience. We will reach out to local and visiting
communities to stop by Big Top to entertain their
inner child and satisfy their sweet tooth.
Big Top has already made a home for itself in the
Austin community. Big Top will have the chance to
make a home in Nashville with the many
community events that Hillsboro Village puts on
annually, such as the “Christmas in the Village”
local merchant showcasing festival. At such
events, Big Top will have an opportunity to let
potential customers sample select menu options
as well as learn more about the Big Top brand.
Low Cost of Living
Nashville has one of the nation’s lowest costs of
living, consistently ranking below the national
average. The city has some of the most favorable
conditions for high disposable incomes relative to
costs. This means that luxuries such as the sweets
offered at Big Top Candy shop will be affordable
and financially obtainable for customers.
Business
Affordability
With its low cost of living and extremely low
business costs, Nashville is an area of the country
that is majorly populated with small businesses.
According to Kiplinger, Nashville ranked in the top
10 Great Cities for Starting a Business due to low
costs and high level of start-up investment dollars.
http://www.kiplinger.com/slideshow/business/T
006-S001-10-great-cities-for-starting-abusiness/index.html
12
Threats
Local Competition
Nashville already has a considerable amount of
candy stores established in its various
communities. Most notably, Diana’s Sweet Shoppe
is known for having a similar “nostalgic”
atmosphere and has been a Nashville institution
since the 1920s. Big Top will need to establish its
niche in the Nashville market, most likely targeting
some of the same customers that frequent
Diana’s.
Economy
The average household income in Nashville has
been on a steady decline since 2007. Due to this
fact, discretionary spending for those in our
Nashville market have also declined, meaning
people have less money to spend on luxuries like
candy. However, the competitive prices offered at
Big Top will help entice money conscious candy
lovers into the store.
Location Store
Competition
Since Hillsboro Village has a high concentration of
full service restaurants, consumers may choose a
more substantial food option over sweets. Big Top
must take this into consideration and establish
itself as a treat, whether it is after a full meal or
just as a spontaneous purchase.
Insubstantial Foot
Traffic
The potential location of Big Top could be in an
area where the large amount of foot traffic that
Hillsboro Village is originally known for is
considerably lower. If that is the case, bringing in
the appropriate amount of new and returning
customers could be a bigger challenge than
expected. In order to remedy this potential issue,
Big Top must brand itself as a destination in
Hillsboro Village.
13
Know Your Candy, Love Your
Candy
Strengths
Weaknesses
• Paramount service • Local business
• Nostalgic vibe
reputation
• Integrated product • New brand
offering
• Hours of operation
• Insurmountable
selections
• Eccentric
Employees
Opportunities
• Local and tourist
destination
• Local events
• Low cost of living
• Business
affordability
Threats
• Local competition
• Economy
• Location store
competition
• Insubstantial foot
traffic
14
Media Vision
Big Top Candy Shop is more than your typical candy shop. It prides
itself on its nostalgic circus-themed ambiance, superior selections of
sweet treats, and excellent customer service. What truly distinguishes
Big Top from so many other candy stores is their fearless, undying
commitment to candy attracting candy lovers of all ages.
M4AS Media will build off of Big Top’s zany atmosphere, enhancing
the overall experience the candy shop is known for and making Big
Top the ultimate candy destination in Nashville. We will be utilizing
Social Media and Online advertising to promote our various guerilla
marketing events, and to build customer loyalty and interactions with
the brand. In the attempt to capture Big Top’s distinctive brand
personality, we will concentrate the majority of our budget on Out-ofHome media in order to create the level of spectacle worthy of Big
Top. Radio and Magazine will be used to specifically target our
demographic ages of 20-40 years old.
15
Media Menu
16
Media Menu
17
Media Objectives and Metrics
Phase 1
Media Objective: Raise Awareness and Customer Base
Metrics
•
To achieve a 30% awareness of the Big Top name and location across the recommended in
the determined trade area and surroundings
•
Establish a loyal customer base of at least 100
Strategy
•
Utilize out of home advertising to gain name recognition across Nashville and more
specifically, Hillsboro Village
•
Host promotional event to engage local residents and spread word-of-mouth across region
•
Social media contests and giveaways to enhance customer loyalty and interaction with the
brand
Phase 2
Media Objectives: Increase Customer Loyalty and Purchases
Metrics
•
Achieve average transaction rate of $8.50
•
Increase loyal customer base to at least 500
•
Obtain 1000 “likes” on Facebook
Strategy
•
Unroll customer loyalty program which rewards customers who shop often and spend over
$10 per transaction
•
Target local parents through magazine advertising to increase purchase sizes
•
Advertise to Vanderbilt students returning from summer break to increase Facebook
following
Phase 3
Media Objective: Increase Traffic and Retain Customers
Metrics
•
Obtain 1150 visitors per week
•
Reward 25 customer loyalty cards per month
Strategy
•
Capitalize on December holiday season by ramping up spending on targeted poster ads and
magazine
•
Hold haunted house event to create buzz and generate traffic during the week of Halloween
18
Flow Chart/Schedule
Media Plan
19
Flight 1: May-July 2013
“All About the Grand Opening of Big Top
Candy Shop”
The goal of this first flight is to build our customer base and create awareness about Big Top Candy Shop
through our Grand Opening Circus Carnival event. Our objective is to position Big Top as an eclectic and
nostalgic candy shop experience, where both the young and the young at heart can find the sweets of their
dreams. We will promote Big Top Candy Shop as having the largest selection of candy and novelty sweets in
the Nashville area, calling attention to our 300+ types of bulk candy and over 2000 wrapped candies, as well
as our Italian sodas, ice cream sundaes, egg creams, and truffles. Candy-enthusiasts can travel back in time
with our funky circus atmosphere and engage with our friendly staff as they order a handmade, timeless
treat. We are allocating 48.6% percent, which is $36,447.42 of our budget to this flight, because it is
important to focus a significant portion of our budget on getting the word out about Big Top Candy Shop.
The strategies below are crafted to bring attention to Big Top Candy Shop’s debut into the Nashville area
and begin to compile a strong customer base.
Impressions=3,233,034+
Guerrilla:
Big Top Candy Shop will host a Circus Carnival as its Grand Opening event.
We estimate 20% of the Hillsboro Village population, which is about 220 people, will attend the carnival,
which will be held underneath a circus tent in the store. Featuring the Nick Carver Band, a well-known
Nashville cover band, the event is family-friendly and will include a multitude of activities, such as face
painting and circus-themed performers. Ice cream sundaes from the store as well as bulk candy will be sold
and attendees will receive a ticket to get 15% off any purchase $10 or more inside the Big Top store. With
this Grand Opening event, we aim to introduce the Hillsboro Village community to Big Top by offering a fun
event that allows consumers to try our products and provides an incentive to visiting the store. This will
cost Big Top Candy Shop $2,968.38.
Impressions=220+
Out of Home:
To promote the Circus Carnival Grand Opening event and to announce Big Top Candy Shop’s presence in
the Nashville area, advertising displays will be placed on city buses as well as two posters in the Hillsboro
Village area and two posters in the Broadway area near competitor Diana’s Sweet Shoppe. This will target
our audience which includes young professionals, parents, and singles ages 20-40, who already frequent the
Hillsboro Village outdoor area and surrounding universities and give consumers an alternative to Diana’s. By
purchasing 2 bus wraps and 4 posters over the course of three months, Big Top Candy Shop will be
spending $32,800.
Impressions=5,043,600
Social/Internet:
Big Top’s online efforts will include social media outreach on Facebook and Twitter, which will consist of
promotion through Facebook candy-themed trivia contests and a secret product giveaway on Twitter. The
first person to answer a trivia question on Facebook will receive a $10 gift card to Big Top, ensuring
interaction between Big Top and its customers. Big Top will also offer a secret flavor or type of product and
will advertise 50 of these products for free on Twitter; the customer will have to cite a secret word to claim
their prize. Big Top will utilize Google AdWords to target the following search terms: “candy shop”, “candy
store”, “chocolate”, “candy”, and “Hillsboro Village”. These efforts will cost Big Top Candy Shop $679.04.
Impressions=814+
20
Flight 2: August-September 2013
“All About the Target Consumer”
After the awareness building efforts of the first two months are completed, Big Top will focus on
strengthening its core customer base. We will accomplish this by directing ads toward our target market
and emphasizing a rewards program which incentivizes customers to visit Big Top more often and purchase
more at each visit. The Facebook trivia promotion will continue to retain brand engagement between Big
Top and its core clients. Big Top will also take full advantage of its proximity to local universities, targeting
students returning for the fall semester through Facebook advertisements. The total Big Top cost of Flight
2 will $12,543.32.
Impressions: 1,768,754
Guerilla - Customer Punch Cards Rewards Program:
Big Top will unveil a customer rewards program in order to bring loyal customers to the store more often
and have them spend more with each visit. Employees will offer customers a punch card when checking out
at the register. Each time a customer spends over $10 on a purchase, they get their card punched. After five
punches, the customer receives their choice of either a free pound of candy or a free ice cream treat. This
promotion will run indefinitely. We expect it to increase the average transaction to $8.50. 2000 punch cards
for the rewards card will cost Big Top $82.
Impressions=2,000
Magazine:
During the months of August and September, Big Top will take out three full page color advertisements in
Nashville Parent magazine—two in the August issue and one in the September issue. The magazine, which
has a circulation of 40,000 across the Nashville DMA, will reach the parents section of the demographic.
This will also lead to a higher average purchase as parents are more likely to spend more when shopping for
the rest of the family. 3 Pages of Full Color Ads in Nashville Parent Magazine will cost Big Top $7,710.
Impressions=120,000
Social/Internet:
With students returning for the 2013 fall semester, Big Top will purchase Facebook advertisements targeted
at Vanderbilt students in order to generate traffic from the large population in nearby walking distance. The
campaign will also aim to increase “likes” on the Big Top Nashville Facebook page to 750 which will allow
Big Top to communicate with these customers on a frequent basis. Facebook ad, continued Google
AdWords and two months of social media will cost Big Top $1,251.32
Impressions: 2,814
Online:
We will also target returning college students through InsideVandy.com and the site’s mobile app, with 1
leaderboard ad that lasts for 2 months and a mobile app that lasts for the fall semester (August to
December) InsideVandy.com and mobile app advertising will cost Big Top $1,100.
Impressions: 120,000
Out of Home:
While focusing on reaching target customers, it is in Big Top’s best interests to continue increasing
awareness and bringing in customers. For this reason, Big Top will spend $2400 on 3 poster ads, 2 in the
Hillsboro Village area and 1 in the Broadway area to bring customers into the store who are shopping or
running errands at other stores nearby. The poster ads will focus on the soda fountain, as shoppers in the
hot months of August and September will be looking for something to cool down.
Impressions=1,523,940
21
Flight 3: October 2013
“All about Halloween-Kicking of the Holiday Season
with a Fright Night”
At this point in the media plan, M4AS Media is looking to capitalize on the timing of Halloween, a
holiday associated with the action of giving away candy, and the idea that we are working on
keeping the Big Top brand name in mind for all holiday candy purchases. Keeping Big Top Candy
Shop relevant in the minds of consumers will allow the Halloween Holiday to be successful. By the
end of this flight, we will have rejuvenated awareness for the Big Top brand name to last through
the last flight of our media plan. Through this, we will be retaining enough customers to fulfill our
media and advertising objectives of 30% awareness of the Big Top brand. We are using $6,782.72
of our budget, which is 9.04% our total budget.
Impressions=471,498.41+
Guerilla Marketing:
To foster a connection between Halloween’s use of candy and the candy available in Big Top, we
plan to hold a Haunted House event in Big Top on Saturday, October 26 th. This event will be
employee-operated, and will require the purchase of decorations and the cost of candy given
away through product integration inside the haunted house. For example, throughout the haunted
house, various Halloween related candy will be available for sampling. At the end of the Haunted
House, customers will be given a coupon deal for 10% off their next Big Top purchase of 10 dollars
or more (valid for the next month), in order to inspire return visits. The number of coupons
redeemed will measure the events effectiveness. The total cost for guerilla marketing is $3,200.
Impressions=220+
Radio:
The Haunted House event will be marketed using morning and afternoon radio 3 times each
morning and afternoon for the five days leading up to the event. It is our aim that these radio spots
will reach the young professional market and the young parent market and will entice those
consumers to attend the Haunted House event. The total cost for radio will be $2,555.
Impressions=468,464.41
Social/Internet:
In addition to the social media advertising for our end of month Halloween Haunted House, social
media will also have a role in keeping our followers engaged and interested in Big Top. Through
Holiday themed trivia and giveaways, customers will be interested and engaged in Big Top
products. Facebook ads, other Social Media venues, and Google Adwords will be used to advertise
the Haunted House event. The total cost for Social Media/Internet will be $1,027.72.
Impressions=2,814+
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Flight 4: December 2013-January 2014
“All about Christmas & Valentines Day”
The fourth flight will continue to use some of the media and promotional efforts established in the
third flight. In this flight we would to continue to position Big Top as the place to shop for candy at
the holidays by tapping into the population of singles and young parents that are gift-buyers in our
target market and heavily promoting Big Top as the ultimate one-stop candy shopping experience
during the holidays. This flight will cost $14,081.26 and occupy approximately 18.6% of the Big
Top budget.
Impressions=1,640,994
Out-of-Home:
Big Top will purchase poster space in Hillsboro Village during this flight. In purchasing this space,
we aim to target customers who are looking for a solution to holiday gift giving needs, offering
them a solution in Big Top’s special holiday gift baskets. We will purchase five poster spots on 21st
S. Avenue, for a total cost of $8,000 for three cycles.
Impressions=1,599,290
Social Media/Internet:
We will continue to capitalize on our target market’s avid use of the Internet by promoting through
social media and online advertising. Big Top will retain customer engagement through our
Facebook trivia game that aims for customers to interact with the brand, drawing them into the
store to claim prizes. Our Twitter postings of secret daily flavors will continue to draw customers
into the store to receive the limited-time treat. We will budget $100 a month for these efforts. Our
Google AdWords budget will increase to $420.36 in order to make Big Top among the top results
for people in Nashville searching for ways to fulfill gift-giving needs. Online efforts in social media
and internet advertising will cost Big Top $720.36.
Impressions=1,334
Magazine:
In order to reach the parents in our target market seeking to fill stockings and Valentines goodie
bags, Big Top will advertise in Nashville Parent magazine during the holiday season. Consumers
tend to shop more during the holiday season, causing them to be more receptive to gift-giving
advertising messages. Big Top will spend $5,140 on two, half page four-color advertisements in
Nashville Parent.
Impressions=40,000
Guerilla:
Big Top will host a booth at the “Christmas in the Village” merchant-showcasing event held in
Hillsboro Village. We will sell a small assortment of candies both sold and made at Big Top and
business cards to keep Big Top at the top of mind for candy shopping at the holidays. Renting a
table for the merchant-showcasing event and ordering 2,500 business cards will cost Big Top
$220.90.
Impressions=370+
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Budget Summary
Medium
Guerilla
Cost
% of Budget
$6,471.28
8.63%
$43,200.00
57.60%
Online
$1,100.00
1.47%
Social/Internet
$3,678.44
4.90%
$12,850.00
17.13%
Radio
$2,555.00
3.41%
Contingency
$5,145.28
6.86%
$75,000
100%
OOH
Magazine
Total
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Results and MeasurementImpressions by Medium
Medium
Guerilla
# Impressions
% Impressions
2,810
0.03%
8,166,830
91.50%
124,962
1.40%
2,814
0.03%
160,000
1.79%
Radio
468,464.41
5.25%
Total
8,925,880.41
100%
OOH
Online
Social/Internet
Magazine
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M4AS Media—Meet the Team
Ally
Antonvich
Meredith
Englehart
Michelle
Blam
Melody
Chen
Morgan
Ford
Matt
Coonan
Sara
Gordon
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Let’s Get Weird!
M4AS Media’s strategy for Big Top Candy Shop will direct
efforts to the target market in Nashville in order for the
company to extend its brand to a new geographic area. In
order to capitalize on the reach and frequency of Big Top’s
message and to communicate with the target market, a large
portion of the budget will be allocated to Out-of-Home, Social
Media, and Guerilla marketing.
M4AS Media is confident in our media plan and the prospects
of our strategy to promote Big Top as the next success story in
Nashville. With the Grand Opening only weeks away, it’s time
for us to pump ourselves with sugar and get excited for Big
Top’s Nashville debut.
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