Advertising Campaign Plan

Proposed by

Nysko International Bailey D’Angelo, Danny Rivera,

Troy Aneca and Lexy Correa

For

Mary Deacon Professor, School of Business

&

Graeme Healey Owner of Frontenac Cycle

Frontenac Cycle

�Table of Contents

Market ProfileCompany Background 3...............................................................................................Situational or Problem Analysis 3.................................................................................SWOT 3........................................................................................................................Competitive Analysis 4..................................................................................................Marketing Mix 4............................................................................................................

Product / Service 4................................................................................................................Place 4..................................................................................................................................Price 4...................................................................................................................................Promotion 4...........................................................................................................................

Current Attitude of the Product and Consumer 5..........................................................Target Market Analysis

Target Persona 7..........................................................................................................Objectives

Marketing Objectives 7.................................................................................................Advertising/Communications Objectives 7...................................................................

Positioning StatementCreative Strategy

Creative Theme 8.........................................................................................................Tone and Style 8...........................................................................................................Image 8.........................................................................................................................Slogan 8........................................................................................................................Appeal Techniques 8....................................................................................................

Recommended MediumsStrategic Decision 8......................................................................................................Rationale for Decision 9................................................................................................Recommendations on Timing 9....................................................................................

AppendixQ and A Notes 11............................................................................................................

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Frontenac Cycle

�Market Profile

Company Background Frontenac Cycle is a full service, locally owned and operated cycling store. It was established in 1972 and is now in new ownership. They cater to urban commuters, off road mountain bikers and long distance cyclers. Frontenac Cycle is located at 336 Barrie street in downtown Kingston. Some brands they carry include Axiom, Masi, Norco, Raleigh and Surly. The shop is well known for their fast, friendly, and thorough service.

Situational or Problem Analysis Frontenac Cycle does not have a consistent social media or web presence. The current website is difficult to navigate and does not have enough information. They do not have a defined target audience or consistent advertising techniques. The challenge Frontenac Cycle currently has with their advertising is that it is very limited and is not attracting the ideal target audience. Below are some solutions that Nysko International has devised through diligent research.

SWOT

Strengths Weaknesses

• Company History - Founded in 1972• Diverse customer base• Many bike accessories• Good location (downtown area with lots of

traffic, close to Queens)• Customer service skills• Experienced mechanics

• Lacking social media presence• Lack of info on online website• Overwhelming in-store experience• Not a specified target audience

Opportunities Threats

• Redesign website• Reach student community• Offer group rides• Seasons (winter riding/ Fat bikes)• Redefine target audience

• Competition - Cyclepath, Ted’s Road and Tri, Gears and Grinds all in downtown area

• Seasons - winter downtime and offseason

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Frontenac Cycle

�Competitive Analysis Downtown competitors include Ted's Road and Tri, Cyclepath, and Gears and Grinds, and in the west end there is J & J Cycles. Ted’s Road and Tri is Cyclepath’s sister shop and focuses on high end road bikes, offers in-store spinning classes, and mechanic classes, and during the summer they organize group rides around Highway 15. The two brands they offer are Trek and Specialized. Ted’s shop and Cyclepath are active on Twitter and have Facebook profiles.

Gears and Grinds is a small bike shop downtown that specializes in road and triathlon. Some brands they carry include Argon18, Opus, Torelli, and Soma. The shop has a prevalent online presence and uses various mediums such as Facebook, Twitter and blogs. In addition to this, the minimalistic website shows bike routes and photography.

The bike shop that services the west end is J and J cycles and has been serving Kingston for over 35 years. Brands they carry include Giant, Cannondale, Electra, Cervelo, Norco, and Free Agent. The shop only has a Facebook page and website.

Marketing Mix

Product / ServiceFrontenac Cycle carries many types of bikes such as BMX, Hybrid, Road bikes, Mountain, Fat bikes, and Commuter bikes. In addition to this, they carry bike accessories and clothing. They have experienced mechanics and offer friendly service when repairing bikes.

Place Frontenac cycle is located in Downtown Kingston. Current promotions include flyers placed in hotspots such as Queens campuses and throughout downtown. In addition to this they advertise through Queens radio.

PricePrice ranges for adult commuter bikes are $400-$1100. Road and mountain bike prices range from $700-$3000. The client’s advertising budget is currently $1000-$1500. They would consider $2500-$3000 if there was a definite ROI.

PromotionFrontenac Cycle currently uses word of mouth, flyers and posters, Facebook, YellowPages, radio, and an online website for promotion.

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Product / Service• BMX, Hybrid, Road, Mountain, Fat bikes, and Commuter bikes • They carry many accessories and clothing • Experienced mechanics • Friendly service when repairing bikes

Place• Located in Downtown Kingston • Current promotion locations include flyers placed in hotspots such as Queens

campus and throughout downtown

Price• Adult commuter bikes - $400 - $1100 • Road and mountain bikes - $700 - $3000 • Client’s advertising budget - $1000 - $1500 • Would consider $2500 - $3000 if there was a definite ROI

Promotion• Online - Facebook, YellowPages, online website • Traditional - Queens Radio, word of mouth, flyers and posters

Frontenac Cycle

�Current Attitude of the Product and Consumer People who cycle are generally eco-friendly and live an active lifestyle. This unfortunately is not a large demographic, however it has grown exponentially over the years. More and more people enjoy doing active things, and with gas prices fluctuating it is a far more financially stable mode of transportation. Most people only want a bike that will get them from point A to point B reliably. Consumers that bike love the social aspect of the sport during group rides. When doing early morning rides there is a sense of freedom, adventure, and serenity watching the sun rise on an empty road. The consumer values being an individual and loves involving themselves in activities that give them self-fulfillment.

Customers that make repeat purchases from Frontenac Cycle come back for their exceptional service. They enjoy visiting a bike shop where the workers share the same passion for cycling. They are confident with leaving their bike in the hands of experienced mechanics with an eye for detail. Once they come back, they know the job will be done exceptionally well.

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Frontenac Cycle

�Target Market Analysis

Current Target Audience New Target Audience

Demographics Students male and female (18-25) and workers (35-50)

Male and female workers (20-35) with children

Psychographics Rides for their own leisure (casual riders), commuters that use bikes to get from point a to b, and money savers.

Active healthy outdoor lifestyle, recreational riders on the weekends (family trips) and involved in the community, family centred, and watches what they eat

Technographics Smartphones, Facebook, Instagram, Twitter, LinkedIn, Snapchat, Vine. The audience would be considered Spectators who use social media but do not participate and add content often.

GPS apps, health and fitness smartphone apps, Facebook to share moments with family and friends, Instagram to share photos and follow people who share relevant interests. The audience would classify as Joiners or Conversationalists.

Behaviour Characteristics Likes to save money + rides bikes to save gas, wants the cheapest bike that is durable.

Have a bigger budget for family activities, likes to build memories with spouse and children

Buying Behaviour Most for their money Likes to shop locally, good quality products.

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Frontenac Cycle

�Target Persona

Albert “The Hobbyist”This is Albert, he is a 28 year old man with a wife and young child. Albert decided he would like to have a hobby in common with his child, something he can do to relieve stress from his 9 - 5 office job. Between himself and his wife, their household income is about $55,000 a year. The purpose to which Albert is searching for a bike is so he can save money on gas; also so he has a hobby to share with his child as they get older. Albert has a college diploma. Albert is an active fellow, who spends his free time outdoors on adventures with his family. Albert likes the idea of a locally owned bike shop, he heard about Frontenac Cycle through one of his friends. Albert was informed that Frontenac Cycle has reasonable prices and great, dependable, long lasting service. When Albert went to the store he was surprised at the vast amount of inventory, and was not sure what bike was best suited for his needs. After asking a few questions, Albert was ready to buy and be on his way.

Objectives

Marketing Objectives • To increase the number of customers coming into the store by 5% after 6 months of the

campaign.• To increase sales by 10% by the end of the year.

Advertising/Communications Objectives • To make Frontenac Cycle Sport the preferred choice for purchasing bicycles and bicycle

accessories.• To achieve a 50% awareness level among the primary target market.• To generate a larger database of loyal customers among the primary target market.

Positioning StatementAt Frontenac Cycle we have the passion to give you an authentic experience.

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Frontenac Cycle

�Creative Strategy

Creative Theme When the customer enters Frontenac Cycle, they experience genuine and authentic service. Graeme is very passionate about what he does and customers will resonate with that aspect. This causes a loyal customer base. Our creative strategy will focus on helping the consumer find their passion within cycling and doing what they love.

Tone and Style Our tone in advertisements will be straightforward and emotional with positive undertones. This can be shown by using Graeme as the main focus because he exhumes passion when talking about bicycles. This resonates with the target audience because they feel the authenticity of his passion and are inspired to assimilate that.

Image When shown how happy Graeme is, the consumer will see the potential they can reach by being happy with themselves and doing something they are truly passionate about. It will help portray a healthy lifestyle and exceptional values of finding yourself.

Slogan Unleash Your Passion.

Appeal Techniques Through the appeal techniques we wanted to establish Frontenac Cycle as being passionate and authentic. We can accomplish this by using emotional and lifestyle appeal techniques. An example would be getting Graeme to focus on positive memories that helped unleash his passion. This would be emotional for the consumer because they could also reminisce about memories that set off their passion.

Recommended Mediums

Strategic Decision Instagram - Photojournalism series, before and after repairs, restorations.

Facebook - Already used; more engaging content, and more often.

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Frontenac Cycle

�Store Website - More information about products and services, more user friendly, more engaging content.

Television - Station 14, local TV networks.

Print - Kingston Life magazine will be used to target our audience with a relevant print medium.

Rationale for Decision Instagram - Show off your work and your hobby. Target an additional audience, including the current target audience. Can be used as an incredibly inexpensive advertising tool. The target audience tends to use Instagram daily and is highly interactive, which can be useful for businesses to understand their consumers better.

Facebook - Already used. The target audience uses Facebook to connect with their friends and families, and share activities they are involved in. Using Facebook will be effective because we are integrating advertising strategies with something they are familiar with.

YouTube - Show off your restorative process, make some DIY videos of simple bike repairs. Something to be worked up to once a base for social media has been established.

Television - Local businesses and a local station that will attract people in the Kingston area.

Print - We chose Kingston Life because it is a relevant magazine to the lifestyle that incorporates our product. Kingston Life works well with our target audience in the sense that it will target people with the same interests as our ideal market according to psychographics.

Recommendations on Timing Instagram - This medium will need to be updated several times a week, maybe 5/7. Seasons do matter, start posting halfway thorough winter to get people interested and excited for biking in the spring. This will achieve the objective of increased awareness throughout the seasons.

Facebook - Three times a week to update on current promotions. This will establish a larger database of customers and encourage interaction between the business and consumer.

Television - Pre-show advertisements.

Print - Monthly or weekly issues. Design inserts within the paper. This will give us an opportunity to have trackable promotions to figure out which campaigns are most successful.

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Appendix

Frontenac Cycle

�Appendix

Q and A Notes Who do you consider to be your direct competitor?Cyclepath + J & J (cyclepath sends customers to Frontenac when they don’t have specific sites)

What kind of advertising do you currently do?• Used to use Yellowpages• Flyers (around campus, downtown wherever the bikes are) • Word of mouth• Radio ad during football games

What are your bestsellers?Services (repairs etc.)

What product do you want to sell more of?Clothing (team jerseys? store jerseys?)

What makes your shop different from competitors?• Experience in the field/ neighbourhood• Concerned about community• Shop dog• Friendly service

Do customers have previous knowledge of bikes?Mostly hobbyists, getting to point A from point B

What medium do you advertise most on? Out-of-home; not very planned

What are you looking to get out of this campaign?Foot traffic with incentive of good service and increased sales

Are you involved in the community?• Yellowbike action community run bike shop (sends donations)• Loving Spoonful- grow veggies to supply soup kitchens• KCAT- advocacy group to get more bike lanes + less car traffic• Tried to do group rides, timing issues, Wednesday weekly ride• Ahoy rentals

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Frontenac Cycle

�Who do you consider to be your main customer? (Current + ideal) Ideal - wants new/young families to come inCurrent - Mostly students + workers 35-50 year olds

Store Info:3 words Graeme used to describe Frontenac Cycle: dependable, fast, thorough

Mainly sells: • BMX• Commuter bikes & accessories• Mountain bikes small, but growing

Prices:• Adult commuter bikes- $400-$1100• Road bikes + Mountain- $700-$3000• Discounts to military personnel (10%) and students (15%)• Would consider giving loyal customers discounts• January & February worst months for sales; fat bikes have helped increase winter sales/

rentals

Advertising:Current: • Word of mouth• Flyers/posters around parked bikes and bike racks downtown/campuses• Used to use Yellowpages, but did not see adequate ROI

Ideal advertising:• Instagram - showcasing products (new, restored etc.)• Photojournalism/story series• Focus on history• Minimalistic site, mostly photos ex: http://www.gearsandgrinds.com/• Potential online store• Would like to do advertising in New York area/ planning bike trips (Wolfe Island etc),

Budget: $1000-$1500 currently; would consider $2500-$3000 if there was a definite ROI

Events: • Mountain biking event• Race series• Provides prizes• Road events• Fat bike event this weekend• Princess Promenade/ big rides (Rideau Ride Kingston-Ottawa)• Bike rentals in Colombia working with a hostel

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