Table of ContentsAgency Credentials...............................................1

Executive Summary...............................................2

Communication Platform....................................3

Media Objectives/Strategy Specifics.............4-6

Media Menu............................................................7

Budget Recap..........................................................8

Flowchart................................................................9

Calendar................................................................10

Call To Action.......................................................12

Tomlinson’s, a pet store that prides itself on world-class customer service and nutritional pet food, will open it’s first store outside of the Lone Star State. With Tom-linson’s move outside of Texas, it is extremely important that we maintain the uniqueness of the store while still reinforcing a strong presence in their new location in Durham, North Carolina. FLARE has prepared a 6-month media campaign to successfully launch Tomlinson’s 11th store. Our team’s in-depth research coupled with strategic and analytical thinking has yielded an impactful media plan that will efficiently inform, incentivize, and inspire the new tar-get market. In order to ensure long term success, we will work hand-in-hand with Tomlinson’s to create loyal cus-tomers and foster a continuously growing fan base. The choice to target individuals aged 25-40 was a result of primary and secondary research. We confidently agreed the media efforts should be directed towards active, health conscious individuals. With our trade area in a vibrant neighborhood consisting of quirky coffee shops and fine dining restaurants, these individuals are more likely to have progressive thinking and are well in-tuned with technology. Through innovative and creative advertising, FLARE will provide the most cost effective and expansive re-sults with the $45,000 budget. Beginning with flight in early June, our media mix will begin to build awareness with social and digital engagement, in-store events, com-munity events, and out-of-home advertising. FLARE is dedicated to expanding Tomlinson’s mass mission of providing healthy pet products and a unique and caring consumer experience to pets and pet own-ers. Aside from increasing Tomlinson’s product sales, we believe that the following strategy will gain awareness, raise recognition and instill future loyalty in Tomlin-son’s customers.

executive summary

2

communication platform

Tomlinson’s is a family-run neighborhood pet store that sells a variety of quality pet food products that are produced both naturally and ethically. By hiring knowl-edgeable and approachable employees in each location, they excel in fostering a friendly environment as well as a community of people who genuinely care about the animals they serve. Tomlinson’s customers value the brand’s commit-ment to caring for pets, but they also appreciate the pride Tomlinson’s takes in the quality of their products. This assurance that the brand’s products are made with the healthiest and most natural ingredients is what fos-ters brand loyalty from consumers who want to provide the best of the best for their special little friends. In addition, playing an active role in the local com-munity is extremely important to Tomlinson’s. Due to this, Flare Media has opted for a plan that combines a consistent presence at health-centered events with the continuous use of non-traditional media such as social media, SEM, email marketing, and online display. This plan will effectively foster brand awareness and brand loyalty among our target audience of young, healthy professionals in the burgeoning tech-hub of Durham,

we couldn’tcare more

MEDIA OBJECTIVE #1

CREATE BUZZ

Our digital strategy consists of display advertisements through Facebook to gain exposure for Tomlinson’s. Our social media team will post relevant and helpful information frequently and will choose about 5 posts per week to promote. These promotions will help us gain around 15,000 impressions for each promoted post.

EVENTS: Tomlinson’s will host a 5k running event on July 4th at Durham Cen-tral Park. As a family event, we suggest and encourage runners to bring their children and pets. As included, Tomlinson’s will provide running bibs and race chips for runners. In addition, this event will include vending spots for local, all-natural food trucks such as Ty’s all natural, Humble Pig, Full Lotus Juice Bar, and Bang Bang Banhmí. Local pet adoption organizations and animal shelters are also wel-comed to set up free booths at our event, including Saving Grace, Animal Protection Society of Durham, Second Chance, and Safe Ha-ven for Cats. For families and kids, Tomlinson’s will provide commu-nity activities and games such as the Potato Sack Race Competition and the Bean Bag Toss. All game events will be supervised by volun-teers and interns. To promote brand recall, promotional items such as shirts, calendar magnets, dog tags and dog bag dispensers will be given out to those who attend.

OOH: We will purchase a 30 ft. inflatable cat to place on the roof of our store, located at the 9th Street District. The giant cat will be eye-catching and will seen from miles away. Due to its portability, the cat will make appearances at all of our events. Overall, our goal with this structure is to draw attention, curate positive attitudes toward Tomlinson’s, and encourage social sharing with our consumers. We strongly be-lieve this inflatable cat will locally increase word-of-mouth market-ing within the city.

online:

GOAL: informIncrease brand awareness to 75% by the end of the campaign year. In the first 8 weeks, 50% of our target audience will be able to recall Tomlinson’s.

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MEDIA OBJECTIVE #2

generate repeat

GOAL: incentivize Utilize relationship marketing to generate repeat customers, with an increase in 15% average purchases and store visitors/day. With increased sales and brand awareness, our campaign will guarantee a minimum of 200 customers for regular delivery.

EVENTS: Tomlinson’s will attend Durham’s central and south farmer markets throughout the campaign. Our goal is to attract our niche market by connecting with consumers personally. The key strategy is that our knowledgeable employees will be able to explain the health benefits of Tomlinson products despite the higher cost and to embody the brand image, “we couldn’t care more.” Moreover, our team will pro-mote consumers to opt-in our newsletter sign-up list as well as our delivery program. In our booth, we will give away Tomlinson’s cal-endar magnets and pet bag dispenser to further brand recall and to generate repeat consumers.

ONLINE: Social Media will continuously provide insightful information to cus-tomers who are still evaluating our brand on Facebook, Twitter, and Instagram. Our social strategy will reinforce their initial attitude of Tomlinson’s by curating:

- Tomlinson’s brand image with the signature hashtag #HealthyPetHappyLife. Our goal is to encourage attendees to post pictures from their own lives relevant to Tomlinson’s mission. This is an effective way to keep our customers engaged and a great way for others to join the conversation.

- Pet-and-Me Photo Contests, where consumers take selfies of themselves using their pets as beards. This is a way to share laughs and interact with customers. We will encourage participants to use hashtags: #TomlinsonsPet and #PetParty.

- Personalized content about pet health, humor, and events.

- Social sharing from our events, including Tomlinson’s Dog Run, National Dog Day, Halloween Weekend, and Christmas Appreciation.

- Promotions for Tomlinson’s delivery program and weekly specials including coupon codes promoted within the store and social media.

purchases

Create the Right Image for the BrandMEDIA OBJECTIVE #3

GOAL: inspireCurate a brand community that advocates Tomlinson’s mission for pet health. Our cam-paign will increase attendance at in-store events as well as an increase in readership, with 150 new newsletter subscribers and 200 new blog followers.

ONLINE: Our interns will manage our social media to curate Tomlinson’s unique attributes of community, health, and family. These duties will include scheduling social calendars and creating content for the blog and so-cial media. For our loyalty members that have opted-in, our newsletter intern will send weekly emails that provide coupon codes, upcoming promotions, or relevant information about pet health. The key is to provide consistent content that remains relevant to our consumer mar-ket. In addition, our team will create Facebook ads and Google Search terms that will not only give us the right image but give the customer easy accessible information when needed.

EVENTS: We will hold a number of events that will connect Tomlinson’s with con-sumers personally. Our aim is to share Tomlinson’s mission with our the target audience and illustrate what our brand entails. On Decem-ber 21st, Tomlinson’s will host a Christmas Appreciation Day, where our employees will appreciate our customers with locally-made pies to the first 500 customers. Likewise, on National Dog Day, Tomlinson’s will host informational animal health workshops to teach consumers to better provide for their pet. Tomlinson’s will also provide free nail clippings for pets all day. To further engage consumers, Tomlinson’s will give free dog tags to members in our loyalty program at our in-store events. Overall, we will utilize relationship marketing to build a personal relationship with consumers and their pets and thus create an active pet community.

Key words: organic pet food, dry dog food, organic dog food, natural pet store, dog supplies, best dog food, all natural dog food, dog food, natural dog food, dog food brands, raw dog food, organic cat food, best dry cat food, healthy dog food, healthy cat food, natural fish food, organic bird food, cat food, fish food, bird food, best cat food, organic pet store, best pet store, organic fish food, family pet store, healthy pet store, healthy pet, healthy pet problems, pet stores, best fish food, best bird food

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media channel weight reach frequency

media menu

Online

ooh

events

promo items

contingency

Google Ad WordsFacebook AdsManagement: Interns

Inflatable CatSubtotal

In-Store EventsHalloween WeekendPet Health WorkshopsChristmas Appreciation

Out-of-Store EventsTomlinson’s Dog RunFarmer’s Market Booth

Calendar MagnetsLoyalty Dog TagsBannersPet Bag Dispensers

cost ($)

6,9558,0008,000

23,955

3,9403,940

3003,6001,3755,275

4,870445

5,315

8002,000

2502,115

Total

5,165

1,35045,000

15%18%20%53%

9%9%

1%8%3%

12%

11%1%

12%

2%4%1%5%

11%

3%100%

Events Subtotal 10,590 24%

% of budget Measurement

15,000 IMP/day

IMP/day

visitors/dayvisitors/dayvisitors/day

RegistrationNewsletter Sign-up/day

2750 Count1000 Count5 Count1500 Count5255 Count

budget recap

Subtotal

Subtotal

Subtotal

Subtotal

Subtotal

250 IMP/day

8

$45,000

online

google ad words

facebook ads

management: interns

$23,95553%

oohinflatable cat

$3,4909%

events

in-store

halloween weekend

pet heath workshops

christmas appreciation

12%

out-of-store

tomlinson’s dog runFarmer’s Market Booth

$5,275 $5,31512%

$10,59024%

promo itemsgoogle ad wordsloyalty dog tags bannerspet bag dispensers

contingency

$5,16511%

$1,3503%

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social media

email newsletters

OOh Inflatable cat

calendar of events

fm = farmer’s market

The cumulation of our media efforts are to come together to foster a strong connection between Durham’s pet owners and Tomlinson’s. Our media efforts will help successfully launch the newest Tomlinson’s in a thriving area that is in need of a pet store that is catered towards pet owners that want ethical, healthy products for their pets. Our entire media plan will push for brand awareness and overall engagement in North Carolina that will be effec-tive in the store becoming a part of the lives of Durham’s pet owners.

With Tomlinson’s in Durham, we are certain and confident that our media plan will ensure that pet owners in this affluent area will know where to go to purchase natural, quality prod-ucts for their furry friends or where to attend special interactive events hosted for their pets. We are looking forward to seeing the store thrive in this particular area.

After reviewing our plan, please contact our FLARE team at:FLARE Media823 Henderson Street Suite 102Austin, TX 78702

call to action

f l a r e