IngredientsTable of Contents

Page 1 Table of Contents

Page 2 Agency Credentials

Page 3 Executive Summary

Page 4 Comms Platform

Page 5 Media Objectives

Page 6 Media Objectives

Page 7 Media Menu AddsPage 7 Media Menu Adds

Page 8 Flight 1

Page 9 Flight 1

Page 10 Flight 1 & Flight 2

Page 11 Flight 2

Page 12 Budget Summary

Page 13 Flow Chart

Page 14 Call to ActionPage 14 Call to Action

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Meet the TeamNoor Gadban

Reanna Zuniga

Noor graduated from UT Austin with a BS in Public Relations. She is the CEO of Puppy Pals, a non-profit organization dedicated to providing therapy puppies to the elderly. In her free time, she enjoys hiking, doing yoga and backpacking.

Alexa graduated from UT Austin with a BS in Public Relations. She spent a few years splitting her time between New York and LA while working for an entertainment PR firm. She is a social media maven who loves keeping up with the latest trends.

Ashanty graduated from UT Austin with a BS in Public Relations and a Business Foundations certificate from McCombs. She now runs Tequirita, a Mexican restaurant in SOHO, that was named the foodie lovers place to be by the Food Times.

Alexa Gonzaga

Ashanty De Luna

Reanna graduated from UT Austin with a BS in Advertising and a Bachelor’s of Journalism. Outside of work, she splits her time between covering the NBA, running a reptile rescue center and

writing a book about a new, socially-awkward superhero.

Alberto graduated from UT Austin with BS in Advertising. He is the bearded fellow of the group. He constantly can be seen on

covers of GQ or at one of his bizarre art events. Mixing humor and business is his specialty.

Cinnamon graduated from UT Austin with a Bachelor’s of Journal-ism and a BS in Public Relations. After graduating from Columbia University with a PhD in international affairs, she worked as a For-eign Correspondent for ABC World News. She is an adventurous

world traveler that loves exploring different countries.

Cinnamon Cornell

Alberto Villarreal

TexCorpTexCorp is a strategic advertising and PR agency dedi-cated to promoting the best food and art-focused busi-nesses. Our adventurous mindset has led us to work with companies worldwide, using our unique perspec-tive on media to run campaigns across a variety of tra-ditional and digital channels. Our ultimate goal is to fa-cilitate meaningful social interactions between you and the community.

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ExecutiveSummary

TexCorp is excited to stick a new pin into Madison, Wisconsin and help Voodoo Doughnut open a new location. With a budget of $65,000, TexCorp will go above and beyond, creating buzz through the use of our creative media strategy. Our strategy was carefully crafted to resemble the awesome weirdness that is the Voodoo Doughnut experience.

Individuals in our target audience of millennials love trying new experiences and following the latest trends. Our target segment includes experiences and following the latest trends. Our target segment includes a wide variety of personality types that fall under the millennial umbrella. On one side of the spectrum, we have those who are comfortable with weirdness. They lead an edgy lifestyle and like to embrace their youth by attending music events and experimenting with art forms. On the other end of the spectrum we have the typical college student that loves keeping up with the latest trends, and what is trendier than our new doughnut shop? In addition, this group loves to have cheat days and doughnut shop? In addition, this group loves to have cheat days and keep others up-to-date through the use of various social media platforms.

We plan to leverage Voodoo’s unique attitude to entice our target into not only eating Voodoo Doughnut but also joining the frenzy through the use of strategically selected media vehicles that will reach potential Voodoo customers. Our plan will facilitate discovery of our brand, motivate customers to get involved with the brand, encourage them to visit the store and influence them to share our message. We will do this by using store and influence them to share our message. We will do this by using a pulsed media strategy to maintain a consistent presence and optimize our budget at peak campaign times. By the end of the campaign, we will have penetrated the market in a way that impacts consumers and leaves them craving more.

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Voodoo Doughnut is home to the strangest versions of all of us. Indulging in a Voodoo Doughnut allows patrons to embrace every part of themselves that makes them weird. At Voodoo, millennials have the opportunity to break away from social norms and celebrate their differences..Voodoo Doughnut is more than a brand, it is an experience.

With the expansion of the restaurant industry on State Street, our new Voodoo location is set to be the most magical place in Madison.location is set to be the most magical place in Madison. This is why TexCorp has incorporated various OOH strategies that will bring magic to every corner. We plan to plaster Voodoo’s name on bus bench stops, taxis and taxi wraps for most of our twelve week campaign. In case our audience happens to be distracted, we’ve created an interactive online strategy that will capture our target anytime they are on-the-go.

Media Objectives

Discovery

Involvement

TexCorp will utilize a media budget of $65,000 to cast a spell over Madison. We’ll educate our target about the Voodoo Doughnut name, brand, and location through a strategy involving radio, online, and out-of-home advertising.

Good things come in pink boxes. We’ll show Madison what Voodoo is all about by using online and social ad-vertising to drive traffic to Voodoo’s website. Press cov-erage will increase Voodoo’s overall exposure and get tongues wagging all over town.

50% of our target market will be aware of the Voodoo Doughnut name when prompted via aided

50% of those aware will be familiar with the general new store location and brand

Overall lift of 15% in site visitsApproximately 1,000 new site visits to Madison, WI site content

Two major article publications / press men-tions

- 75% of traffic from branded search

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We’ll give Madison a taste of Voodoo magic through a series of social media promotions designed to increase in-store traffic. We will also plan events around special occasions in Madison to further reach our target.

MediaObjectives

Action

Share

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FlamingoFridays

Hexthe GoldenGophers

Every Friday, Voodoo will serve the special “Madi-son Pink Flamingo” doughnut! As the of-ficial city bird of Madison, the plastic pink flamingo is iconic to the area.

On November 25, 2017, the University of Wisconsin-Madi-son Badgers will play their biggest rival, the Minnesota Golden Gophers. Voodoo will make a Voodoo will make a Gopher doughnut and invite people to stick pretzel “pins” into their enemy.

M-Th = an average of 250 visitors/day Fri = An Average of 300 visitors/day Sat/Sun = an average of 350 visitors/day Average in-store transaction amount of $20 Minimum of at least 40 specialty orders/week.

We want to spread the Voodoo magic all over Madison. We’ll accomplish this by encouraging customers to like, share, and positively review Voodoo Doughnut Madison on social media. Our social media manager will regularly monitor growth in our social media metrics throughout the duration of the campaign.

Facebook - 1,500 likes by the end of the 12-week launch period- 10% increase in likes by the end of the campaignInstagram- 500 posts using the Voodoo Doughnut Madison location tag by the end of the 12-week launch period- 15% increase in posts by the end of the campaign- 15% increase in posts by the end of the campaignTwitter - 15% increase in Twitter followersYelp- 10% increase in positive reviews

Media MenuAdditions

The Original Media Menu

The Addition

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Spending theDough

Continuous

The social media manager will oversee the social media accounts, as well as the social media intern. The manager will set up Facebook, Twitter, and Instagram accounts for the new location and continuously post to promote the events and specials for Voodoo. He/She will constantly look for opportunities to optimize Voodoo’s social presence.

Social Media Manager | $13,200 | Feb. 1—Dec. 31

SEM | $5,500 | Feb. 1—Dec. 31

During our first flight, we will establish Voodoo’s presence in Madison and raise awareness of the new business.

Using Google AdWords will allow Voodoo to penetrate the Internet World. We plan to select keywords that are relevant to our campaign and can generate the most im-pressions. Allocating $5,500 with a bid of $1 will generate 5,500 impression over the 11 months of our campaign, making Voodoo’s presence in Madison undeniable.

Flight 1

February 1—December 31

February 1—May 1

Utilizing brand ambassadors and temporary workers, flyers will be distributed that invite residents in the downtown area and UW campus to attend the grand opening of Voodoo Donuts. Brand ambassadors are responsible for managing the distribu-tion of flyers and seeking out social influencers on the UW campus to be tempo-rary workers. The combined efforts of the brand ambassadors and temporary work-ers will result in the distribution of 5,000 fliers per month and a minimum combined 10,000 impression estimate.

Flyers | $694 | Feb. 1—May 1

Two fully wrapped taxis and three taxi trunk wraps will drive around the downtown area. The taxi wraps will not only draw the attention of those using them but those walking along the streets. The downtown area has heavy pedestrian traffic and vehi-cle counts that will gain an estimated range of 12,000 to 15,000 impressions—a com-bined minimum of 24,000 impressions per day. From the trunk wrapped taxis we esti-mate 7,000 impressions per taxi—a combined 21,000 impression per day.

Taxi Wraps | $17,800 | Feb. 1—April 1

TexCorp’s media strategy consists of two flights centered around our objectives of discovery, involvement, action, and sharing. We will have continuous media and per-sons to maintain a consistent social and web presence.

Beginning of Flight 1 8

http://visitdowntownmadison.com/uploads/media/DowntownMadison_Web.pdf

Spending theDough

We will use three bench wraps along State Street to promote discovery of the new lo-cation and to drive traffic to the Voodoo Doughnut website through a provided link. We expect a minimum of 8,000 impressions per bench per day and a combined mini-mum of 1,416,000 impressions over the two month period.

http://www.bluelinemedia.com/bench-advertising

Benches | $1,800 | Feb. 1—April 1

Radio | $11,625 | Feb. 10—Feb. 17

Snapchat | $759 | Feb. 17

Facebook | $1,100 | Feb. 1—May 1

For the week before the grand opening, we will buy radio time with Mix 106.9 which targets our millennial 18-34 age group. 180 TRPs will be spent evenly between A.M. and Evening dayparts, while 70 TRPs will be spend evenly between the Day and P.M day parts—totalling 250 TRPs over the time span of the week.

Flight 1 Continued

On the day of the grand opening, TexCorp will deploy a Snapchat filter that will cover the entire downtown and capitol area including all of State Street. The filter will promote the grand opening of Voodoo’s new location by including the address. Snapchat metrics will allow us to know how many people viewed and used the filter. More than 70 percent of our target group are snapchat users, therefore our filter will reach approximately 50,000 people inside the geo-targeting area.

http://www.omnicoreagency.com/snapchat-statistics/

We will use Facebook ads to directly target our audience, with an emphasis on the weeks leading up to the grand opening. We have allocated $1,100 to go towards bidding on Facebook ads, with our maximum bid set at $2. We expect to receive no less than 550 clicks redirecting consumers to the Madison-related content on the Voodoo website.

In addition to the other efforts, we will utilize Adroll to further establish Voodoo’s online presence within social media. Through Adroll we will be able to customize the ads that are served based on those who interact with the Voodoo website, Facebook page, Twitter and Instagram accounts. Our max bid of $1.50 allows us to buy a minimum of 450,000 impressions over the span of 3 months.

Adroll | $1,100 | Feb. 1—May 1

The intern will be responsible for all social media platforms and representing the voice and image of Voodoo. The intern will assist our social media manager and re-inforce our social media presence during promo week. We will pay our intern $8 an hour for 15 hours per week. Our intern will work February 1 - April 1 and will be paid a total of $1,440.

Social Media Intern | $1,440 | Feb. 1—May 1

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Spending the Dough

End ofFlight 1

Beginning of Flight 2

The Madison.com package bundles certain features on the website like a featured ad and up to 10 online photos for $250 per month. Establishing Voodoo’s name on the city’s home website during the first flight will be valuable in spreading the word about the new business. Our target market constitutes 33% of the website’s month-ly 600,000 views which will garner 1,800,000 impressions over the flight period.

Madison.com Package | $750 | Feb. 1—May 1

http://next.srds.com/nmp/datacard/segment/2381242/3#compete

Flight 2 September 1—December 1

The second flight of our media strategy revolves around three events: Friday the 13th (Oct. 13), the State Street Halloween Party (Oct. 31), and the annual Minneso-ta-Wisconsin football game (Nov. 25). We plan to organize in-store specials that coin-cide with these events and continue to drive traffic to our website and Facebook page to inform our target about our promotions.

For the second flight we will continue to utilize brand ambassadors and temporary workers. Distributed flyers will invite residents in the downtown area and UW campus to partake in our Friday the 13th and Halloween promotions. Brand ambas-sadors are responsible for managing the distribution of flyers and seeking out social influencers on the UW campus to be temporary workers. The combined ef-forts of the brand ambassadors and temporary workers will result in the distribution of 5,000 flyers per month—a minimum of 10,000 combined impressions.

Flyers | $347 | Sept. 1—Nov. 1

Brand Ambassador & Temp. Workers | $2,840 | Feb. 1—May 1The brand ambassador will help be a face for Voodoo during the first flight. The ambassador will work towards recruiting social influencers and adding them to a team of temporary workers to distribute flyers promoting the new store branch. Over 3 months the team will distribute 10,000 flyers to local residents.

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Spending the Dough

End of Flight 2

Adroll | $210 | Sept. 1—Dec. 1In addition to the other efforts, we will utilize Adroll to further establish Voodoo’s online presence within social media. Through Adroll we will be able to customize the ads that are served based on those who interact with the Voodoo website, Facebook page, Twitter and Instagram acounts. Our max bid of $1.50 allows us to buy a minimum of 140,000 impressions over the span of 3 months.

Facebook | $800 | Sept. 1—Dec. 1We will continue to use Facebook ads to promote the Voodoo website throughout the flight. We will also have three heavy-up periods during which we aim to drive in-store traffic and increase specialty orders: the weeks leading up to Oct. 13, Oct. 31, and Nov. 25. These ads will direct our target to Facebook event pages we will set up around each of our featured promotions. We will allocate $200 for each heavy-up period. With a max bid of $2, we expect no less than 100 clicks for each heavy-up period.

Brand Ambassador & Temp. Workers | $1,660 | Sept. 1—Nov. 1The brand ambassador will help be a face for Voodoo during the first flight. The ambassador will work towards recreuiting social influencers and adding them to a team of temporary workers to distribute flyers promoting the new store branch. Over 2 months the team will distribute 5,000 flyers to local residents.

Benches | $1,800 | Sept. 1—Nov. 1We will continue to use bench wraps along State Street to sustain buzz and to drive traffic to the Voodoo Doughnut website through a provided link. We expect a minimum of 8,000 impressions per bench per day and a combined minimum of 1,464,000 impressions over the two month period.

Taxi Wraps | $17,800 | Sept. 1—Nov. 1Our taxi wrap placements for Flight 2 will be identical to our placements for Flight 1. This will continue to give us an estimated 24,000 impressions a day for the two fully-wrapped taxis, as well as 21,000 impressions for the three trunk-wrapped taxis.

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www.adroll.com

Budget Summary

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The Flowchart 13

Call to Action

TexCorp’s integrated media strategy will foster interaction and launch

Voodoo into a long-term success that will delight Madisonians for years to come. Our social expertise, insight into the city history and understanding of the Madison millennial mindset are

our special ingredients in the our special ingredients in the multimedia campaign.

Thank you for taking our application into consideration. Our team looks forward to conjuring up some Voodoo

magic with you.

TexCorpThe University of Texas at Austin BMC 4.360 300 W. Dean Keeton Austin, TX 78712

Contact us:

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