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Spring 2011
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PRESENTSANDONIS AGENCY ANDONIS AGENCY
BROOKE BROOKINSMATT CHAMBERSAVERY CHRISTIAN
HALEIGH FINEDIANE HEATH
INDEX INDEX ABOUT...................................3WHAT WE KNOW.........................5WHAT WE FOUND.......................10WHAT OUR PLAN IS.....................14WHAT WE WILL DO...................16WHAT IT WILL COST.................24WHERE IT WILL GO..................27HOW WELL DID IT GO................32WHAT WE DID WITH GOOGLE....34APPENDIX.................................36MARKED SURVEY.......................39
ABOUTABOUT
LEAD: MATT CHAMBERS
4 ABOUT
Flowers By Jeanie341 W. Martin Luther King
Milledgeville, Ga. 31061(478) 452-6202 / (800) 615-8189
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WHAT WE KNOW
LEAD: DIANE HEATH
ASSISTANT:BROOKE BROOKINS
WHAT WE KNOW
W
CURRENT CONSUMERS
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GEOGRAPHY
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6 WHAT WE KNOW
LOCAL AREA Baldwin County:
Adjacent counties:
College Students:
High School:
(from the U.S. Census Bureau)
TYPICAL FLOWER CONSUMER
According to http://congressionalactiondays.com/society-of-
7WHAT WE KNOW
COMPETITIVE SALES
Something Special
Florist-Bridal-Formalwear
www.somethingspecialfbf.com
110 Chase Court NW, Milled-
geville - (478) 414-7474
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Moore’s Flower Shop
301 S. Wayne St. Milledgeville -
(478) 452-1921
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Flowers Etc
127 Garrett Way NW, Milled-
geville - (478) 453-3132
Irene’s Flowers
231 West Mitchell Street, Milled-
geville - (478) 453-3703
Kroger’s Floral Department
1962 North Columbia Street,
Milledgeville - (478) 452-1461
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Milledgeville Florists
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Clover’s Flowers & Gift Shop
910 N Jefferson St NE, Milled-
geville - (478) 414-1477
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Ray’s Flowers & Gifts
361 S Wayne St, Milledgeville -
(478) 457-0082
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Blossoms Florist
227 Ivey Weaver Rd, Milled-
geville – (478) 451-0221
SEASONALITY
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PURCHASE CYCLE
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WEEKLY SALES
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TOP-SELLING MONTHS
TOP-SELLING SPRING EVENTS
TOP-SELLING FALL EVENTS V
l
WWHAT WE KNOW
9
COMPETITIVE MEDIA
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WHAT WE KNOW
WHAT WE FOUND
LEAD:DIANE HEATH
ASSISTANT:BROOKE BROOKINS
WWHAT WE FOUND
11WHAT WE FOUND
SURVEY DEMOGRAPHICS
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OBJECTIVE: To understand
which medium outlets college
student address the majority of
their attention to in relation to
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OBJECTIVE: To understand
where college students in Milled-
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Research Objectives
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Strategy
Method
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OBJECTIVE: To understand
how often college students in
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OBJECTIVE: To discover what
behavior in college students.
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12 WHAT WE FOUND WHAT WE FOUND
13
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OBJECTIVE: To determine if
college students in Milledgeville,
Ga. are aware of Flowers By
Jeanie.
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OBJECTIVE: To understand
how much college students are
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WHAT WE FOUND
RESEARCH SHOWS
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WHAT OUR PLAN IS
LEAD:MATT CHAMBERS
WWHAT OUR PLAN IS
15WHAT OUR PLAN IS
TARGET MARKET
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CLIENT ANALYSIS
Strengths
Weaknesses
Opportunities
Threats
OBJECTIVES
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STRATEGY
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WHAT WE WILL DO
LEAD:HALEIGH FINE
ASSISTANT:AVERY CHRISTIAN
WHAT WE WILL DO
W
17WHAT WE WILL DO
CREATIVE BRIEF
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STRATEGY
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LOGO
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AWARENESS AD
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VALENTINE’S DAY AD
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WHAT WE WILL DO
19
GRADUATION AD
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DIRECT MAIL
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WHAT WE WILL DO
20
MAGNET PROMOTIONS
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Z97 RADIO AD
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-“”
WHAT WE WILL DO
”
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FACEBOOK PAGE & LIKE
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PRODUCT PLACEMENT
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WHAT WE WILL DO
22
EXTENDED BUDGET CREATIVE
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VALENTINE’S RADIO AD
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“”
VALENTINE’S PLACEMENT
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WHAT WE WILL DO
WHAT WE WILL DO 23
BILLBOARD
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WHAT WE WILL DO
WWHAT IT WILL COST
LEAD:BROOKE BROOKINS
ASSISTANT:HALEIGH FINE
WHAT IT WILL COST
OBJECTIVES
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OVERVIEW
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MAGNETS
Colonnade Ads
JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER || JANUARY FEBRUARY MARCH APRIL MAY
Colonnade Ads
Direct MailZ97 AdsMagnets
BUDGET BREAKDOWN
Quarter page Colonnade Ads
Thirty-second Z97 Ads
Direct Mail Postcards
Product Placement Arrangements
Customized Magnets
Facebook Fan Page
Total
STRATEGY
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Placement
25WHAT IT WILL COST
26 WHAT IT WILL COST
PROPOSED BUDGET
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ADDED OPTIONS
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MAGNETS
Colonnade Ads
JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER || JANUARY FEBRUARY MARCH APRIL MAY
Colonnade Ads
Direct MailZ97 AdsMagnets
PROPOSED BUDGET BREAKDOWN
Quarter page Colonnade Ads
Thirty-second Z97 Ads
Outdoor Billboard
Direct Mail Postcards
Product Placement Arrangements
March
Customized Magnets
Facebook Fan Page
Total
BillboardPlacement
Z97 Ads
WHERE IT WILL GO
LEAD: AVERY CHRISTIAN
ASSISTANT:DIANE HEATH
WHERE IT WILL GO
OST
28 WHERE IT WILL GO
AUDIENCE STRATEGY
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GEOGRAPHY STRATEGY
SEASONALITY STRATEGY
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MEDIA PATTERN
COST STRATEGY
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MEDIUMS
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WHERE IT WILL GO 29WHERE IT WILL GO
THE COLONNADE
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Date Size Cost Cost per 1000
Z97
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Date Length Cost Cost per 1000
30 WHERE IT WILL GO
DIRECT MAIL
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Date Size Cost Cost per 1000
MAGNETS
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Date Size Cost Cost per 1000
31WHERE IT WILL GO
BILLBOARD
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Date Size Cost Cost per 1000
HHOW WELL DID IT GO
LEAD: BROOKE BROOKINS
ASSISTANT:HALEIGH FINE
HOW WELL DID IT GO
33HOW WELL DID IT GO
OVERVIEW
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EXPECTED RESULTS
OBJECTIVE ONE
To determine if Flowers By Jeanie’s
sales increased during the length of the
campaign, June 2011 to 2012, by tracking
monthly sales increase.
Tactic: -
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Strategy
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OBJECTIVE TWO
To determine if 25 percent of the target
audience who received a coupon redeemed
it in the given time period.
Tactic
Strategy
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OBJECTIVE THREE
To determine if the proposed creative campaign was successful in increasing
awareness from 24.1 percent to 65 percent among college students age 18-24 in
Milledgeville, Ga.
Tactic
Strategy
WWHAT WE DID WITH GOOGLE
LEAD: AVERY CHRISTIAN
ASSISTANT:DIANE HEATH
WHAT WE DID WITH GOOGLE
GOOGLE ADWORDS
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GOOGLE ANALYTICS
35WHAT WE DID WITH GOOGLE
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APPENDIXAPPENDIXLEAD:
MATT CHAMBERS
APPENDIX PART A
APPENDIX PART B
37APPENDIX
APPENDIX PART C
APPENDIX PART D
38 APPENDIX
MARKEDSURVEY
LEAD:DIANE HEATHMARKED
SURVEY
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