1.TABLE OF CONTENTS

2. AGENCY CREDENTIALS

3. EXECUTIVE SUMMARY

4. COMMUNICATIONS PLATFORM

5. MEDIA MENU

6. MEDIA MENU CONT.

7. MEDIA OBJECTIVES

8. BUDGET RECAP

9. FLIGHT ONE

10. FLIGHT TWO

11. FLIGHT THREE

12. FLOWCHART

11. FLOWCHART CONT.

12. FLOWCHART

13. CALL TO ACTION

14. THANK YOU

TABLE OF CONTENTS

WHO WE ARE. . .BASED IN AUSTIN, TEXAS, PANDAMONIUM IS THE LEADING PROVIDER OF MEDIA SOLUTIONS AND PUBLICITY. WE

HAVE OVER A COLLECTIVE 18 YEARS OF PRACTICE IN PUBLIC RELATIONS, STRATEGIC COMMUNICATIONS AND MEDIA

PLANNING. HAVING BEEN EDUCATED AT THE NATION’S NUMBER 1 ADVERTISING AND PUBLIC RELATIONS SCHOOL,

STAN RICHARDS SCHOOL OF ADVERTISING AND PUBLIC RELATIONS, WE ARE EXPERTLY PREPARED TO OFFER YOU

THE HIGHEST QUALITY OF EXPERTISE AND KNOWLEDGE. OUR FIRST-RATE MEDIA PROFICIENCY WILL PROVIDE RESULTS THROUGH FLEXIBLE AND COST-EFFECTIVE METHODS, ALLOWING YOU TO GET THE MOST OUT OF YOUR COMMUNI-CATIONS BUDGET. WE ARE WORKING TO BE THE ONE STOP SHOP FOR ALL OF YOUR COMMUNICATIONS AND MEDIA NEEDS. OUR

AGENCY PLACES THE HIGHEST OF IMPORTANCE ON UPHOLDING OUR VALUES OF PROVIDING CREATIVE AND ETHICAL SOLUTIONS FOR OUR CLIENTS WHILE CREATING A POSITIVE IMPACT ON OUR EMPLOYEES.

AS AN ACCOUNT EXECUTIVE, KAMILLA BRINGS MANY YEARS

OF EXPERIENCE IN PR. HER SPECIALITIES INCLUDE SOCIAL MEDIA, MEDIA RELATIONS AND MEDIA RESEARCH MAKING HER

A PARAMOUNT MEMBER OF OUR TEAM.

KAMILLA RAHMANAS A SOCIAL MEDIA SPECIALIST,

KACY IS HIGHLY TRAINED AND WELL-CONNECTED IN THE PR WORLD. BRINGING OVER YEARS OF SOCIAL MEDIA SPECIALIZATION,

ENTERTAINMENT PR AND CORPORATE COMMUNICATIONS,

KACY SHEAPOOJA IS ONE OF OUR OTHER ACCOUNT EXECUTIVES AND HAS VAST KNOWLEDGE OF

MARKETING, SALES PLANS AND BUSINESS ANALYSIS WITHIN

B2B AND B2C MARKETPLACES WITH COMPANIES LIKE

HEWLETT-PACKARD

POOJA PANDAAS AN ACCOUNT ASSOCIATE, LEAH HAS TACTFUL SKILLS IN PRODUCT DEVELOPMENT, BRAND COMMUNICATIONS AND CREATIVE PLANNING

MAKING HER INDISPENSABLE IN DEVELOPING RELEVANT

CONTENT FOR OUR CLIENTS.

LEAH CHERNER

AS AN ACCOUNT EXECUTIVE, JOEL BRINGS YEARS OF EXPERIENCE. WITH HIS EXPERTISE IN SALES,

GUERILLA MARKETING AND COMMUNITY ENGAGEMENT HE IS AN ESSENTIAL PART OF OUR

CREATIVE PROCESS .

JOEL AGUILAR

4/14/2016 FB_IMG_1456798698879.jpg

https://mail.google.com/mail/u/0/#inbox/154123cd31fc46fc?projector=1 1/1 SILVAT IS AN ACCOUNT ASSOCIATE. HER NOTABLE

EXPERIENCES ENABLE US TO WORK WITH ALL TYPES OF

CLIENTS OFFERING ALMOST ANY TYPE OF PRODUCT OR

SERVICE IN A BROAD RANGE OF INDUSTRIES.

SILVAT VEERJEECOOPER IS A SOCIAL MEDIA SPECIALIST. HE COMBINES

HIS VARIED SKILLS TO HELP US CURATE MEANINGFUL AND MEMORABLE MESSAGES WITH

EVERY CLIENT WE HAVE.

COOPER IRWIN

EXECUTIVE SUMMARYMADISON, WISCONSIN, RESIDENTS WILL SOON HAVE A VOODOO DOUGHNUT SHOP IN THEIR COMMUNITY. VOODOO DOUGHNUT WILL PREDOMINATELY FOCUS ON INDIVIDUALS 18-34 AS THIS IS OUR MAIN TARGET MARKET. VOODOO DOUGHNUT’S SUCCESS WILL BE HIGHLY ATTRIBUTED TO THE TARGETING OF THESE INDIVIDUALS BY PROVIDING THEM WITH A UNIQUE AND ECLECTIC EXPERIENCE AS WELL AS A DISTINCTIVE ATMOSPHERE. IT ALSO GOES WITHOUT SAYING THAT THE DOUGHNUTS THEMSELVES ARE AN EXPERIENCE. VOODOO DOUGHNUT IS PREPARED TO TAKE THEIR QUIRKY AND COMPETITIVE BUSINESS TO STATE STREET, LOCATED JUST BETWEEN W. GORHAM AND W. JOHNSON STREETS, AND NEAR THE UNIVERSITY OF WISCONSIN CAMPUS. PANDAMONIUM UNDERSTANDS THE CULTURE OF VOODOO DOUGHNUT EXTENDS BEYOND THEIR EXCELLENT DOUGHNUTS AND HAS GIVEN MEDIA RECOMMENDATIONS THAT BEST ALLOW VOODOO DOUGHNUT TO GAIN A HIGH SHARE IN THE MARKETPLACE. MADISON, WISCONSIN, IS A GROWING CITY WITH AN ACTIVE, URBAN LIFESTYLE AND HIGH ECONOMIC POTENTIAL. THE CITY’S HIGH PROPORTION OF YOUNG PEOPLE FITTING THE TARGET MARKET IS ADVANTAGEOUS TO VOODOO DOUGHNUT BECAUSE OF THE LARGE LEVELS OF DISPOSABLE INCOME FOR EATING AND DRINKING. THIS IS THE PERFECT LOCATION FOR VOODOO DOUGHNUT TO LAUNCH A NEW STORE. WE WILL START OUR PAID MEDIA CAMPAIGN ON FEBRUARY 13 AND CONTINUE OUR CAMPAIGN THROUGH NOV. 12, 2017. OUR MEDIA BUDGET AVAILABLE FOR THE ENTIRE EFFORT IN MADISON, WISCONSIN, IS $65,000, AND 100% OF THE MONEY WILL BE SPENT ON MEDIA OBJECTIVES THAT CAN BE MEASURED AND SPECIFICALLY QUANTIFIED. EVERY DOLLAR WE SPEND WILL BE TIED BACK TO OUR BUSINESS GOALS. BY THE END OF THE TWELVE-WEEK LAUNCH FOLLOWING THE STORE’S OPENING, WE PLAN TO GAIN THE FOLLOWING TRAFFIC COUNTS IN THE MADISON VOODOO DOUGHNUT LOCATION: MONDAY-THURSDAY = AN AVERAGE OF 250 VISITORS/DAY FRIDAY = AN AVERAGE OF 300 VISITORS/DAY SATURDAY/SUNDAY = AN AVERAGE OF 350 VISITORS/DAY. WE ALSO PLAN TO ACHIEVE AN AVERAGE IN-STORE TRANSACTION AMOUNT OF $20, AND A MINIMUM OF AT LEAST 40-SPECIALTY ORDERS/WEEK. WE HAVE SET TANGIBLE WAYS TO MEASURE ALL OF OUR ACTIVITIES, INCLUDING PERFORMANCE ACROSS THE FOUR DELIVERY AREAS - PLACEMENT, PRODUCTION, PEOPLE AND PROMOTION. BEFORE OPENING THE STORE ON FEBRUARY 17, PANDAMONIUM HAS ALLOCATED SOME MEDIA TO A PRELAUNCH STARTING FEBRUARY 13. THE PRELAUNCH INCLUDES SPENDING IN NEWSPAPER ADS, RADIO ADS, AND SOCIAL MEDIA SPONSORED POSTS. THEN, VOODOO WILL OPEN ITS STORE WITH A BANG, HOSTING A HUGE GRAND OPENING PARTY. THIS WILL BE A LARGE PERCENTAGE OF OUR BUDGET, AND WE WILL USE RADIO ADS, A SNAPCHAT GEOFILTER, SOCIAL MEDIA POSTS, AND A MASCOT PROMOTING VOODOO DOUGHNUT NEAR STATE STREET. THIS OPENING WILL CREATE A BUZZ WITH CONSUMERS AND ALLOW VOODOO DOUGHNUT TO GAIN RECOGNITION IMMEDIATELY. THE NEXT PHASE IN MEDIA SPENDING WILL BE VOODOO DOUGHNUT’S 12-WEEK MEASUREMENT. THIS PHASE WILL RUN THROUGH MAY 17 AND WILL INCLUDE TV ADS, IN-STORE PROMOTIONS, BILLBOARDS, AND ONLINE MEDIA THROUGH ADWORDS. USING THESE MEDIA WE CAN REACH OUR 12-WEEK GOALS AND HAVE A DEDICATED CUSTOMER BASE. AFTER THIS 12-WEEK PERIOD, WE WILL CONTINUE SPENDING THROUGH NOVEMBER 12, 2017 TO SOLIDIFY VOODOO DOUGHNUT’S SPOT IN THE MARKET. THIS SPENDING WILL INCLUDE EVENTS AND MOBILE MARKETING. THERE WILL ALSO BE ADVERTISEMENTS PLACED IN NEWSPAPERS, ON THE RADIO, AND IN A MAGAZINE.

WITH EVERYTHING WE DO, WE WANT TO CREATE A SCENE THAT MAKES PEOPLE STOP AND STARE. IT’S ONLY IN THE MIDST OF CHAOS THAT TRUE INNOVATION IS FORMED. WE WANT THE WAY WE CRAFT AND DELIVER OUR MESSAGE TO CAUSE A DISTURBANCE AND TO GENERATE UPROAR WITH OUR AUDIENCE. IT IS KEY TO KNOW THAT THIS BUSINESS ISN’T JUST ABOUT DOUGHNUTS, BUT ALSO THE CULTURE. AS ANY GREAT CHEF KNOWS, IT IS VITAL TO HAVE AN OUTLINE FOR YOUR RECIPE BUT ONE MUST NOT BE AFRAID TO MIX IN A NEW INGREDIENT OR TWO ALONG THE WAY.

COMMUNICATIONS PLATFORMCREATE A SCENE

MEDIA MENU

ONLINE

Source Impressions/Day Rate Location Keywords

Buzzfeed Article Varies $0Online, promoted on

Voodoo Twitter and IGN/A

AdWords

2200-2700 $15.00 per day ($1,800) (4 Months)

(keyword based)Keywords: voodoo, voodoo

doughnuts2100-2500

$13.00 per day ($2,730) (7 Months)

Wisconsin State JournalN/A

Package deal with print Photos on site, Online Feature

N/AThe Capital Times

MAGAZINES

PublicationMonthly Circu-

lationIssues Full Page Half Page

Madison Mag-azine

17,716 3Color:

$4,215.00Color:

$2,875.00

The Progressive 47,000 3Color:

$2,750.00Color:

$1,605.00

Maximum Ink 15,000 3Color:

$1,340.00Color: $670.00

TELEVISION

Daypart $ CPP 4Q15

Prime Access 61

Prime 88

Late News 72

Late Fringe 74

Stations Network

WKOW CH 27 ABC

WMTV CH 15 NBC

WISC-TV CH 3 CBS

WMSN-TV CH 47 FOX

MOBILE MARKETING

App Method Rate

SpotifyAds between

songs

$25,000-$35,000 per

campaign

PandoraAds between

songs$8,000-15,000

per month

Uber/LyftEnter code for a

free ride$0.00

SOCIAL MEDIA

Source Location Budget

Instagram Madison, Wisconsin No Cost

Facebook Madison, Wisconsin $200-300

Snapchat (Geofilter) Madison, Wisconsin $450-500

Twitter Madison, Wisconsin No Cost

Promotions

Name Purpose Location Cost

Donut Giveaway Generate Buzz In Store $60

Drawing Generate Buzz In Store $17

TV Promotion Generate Buzz TV $50

OUT OF HOME

Type Impressions Execution Location Budget

Billboards 243,100 Poster

S. Park Street

$5,500-6,000

Packers Avenue

Metro Transit (Bus System)

30,000-70,000 dailyBus exterior, bus

interiorMadison, Wisconsin $10,000-25,000

Wallscape N/A Building walls Madison, Wisconsin $5,000-10,000

Mascot N/A Advertising on street University of Wisconsin $2,000-3,000

RADIO

Daypart $ CPP 4Q15

AM 50

Day 41

PM 52

Evening 43

Station FM Type

WJQM-FM 106.7 Top 40

WNNO-FM 106.9 Adult Contemporary

MEDIA MENU CONTINUED

NEWSPAPERS

Publication Circulation Rate

Wisconsin State JournalWeekday: 71,222Saturday: 67,201 Sunday: 89,865

Color: $250.00 per month

The Capital Times Wednesday: 73,519Color: $250.00 per

month

The Daily Cardinal Mon-Thursday: 20,000Color: $100.00 per

day

Isthmus Weekly: 50,000 Color: $43.00 weekly

Events

Name Purpose Location Cost

Grand Opening Party Brand Recognition/Generate Buzz In Store $5,000

Halloween Party Brand Recognition In Store $7,000

Tailgates Brand Recognition/ Generate Buzz On Wisconsin Campus $2,000-2,500

Wisconsin Film Festival Brand Recognition Madison Public Library $2,000

Madison Marathon Brand Recognition Madison, Wisconsin $5,000

Freakfest Brand Recognition/Generate Buzz State Street $3,000

Fantasy In Lights Brand Recognition/Generate Buzz Olin Park $3,000

MEDIA OBJECTIVESOUR MEDIA PLAN WILL FULLY SPEND THE ALLOTTED $65,000 FOR VOODOO DOUGHNUT’S LAUNCH IN MADISON, WISCONSIN. WITH THIS MONEY, WE PLAN TO MEET MULTIPLE OBJECTIVES TO CREATE A SUCCESSFUL CAMPAIGN THAT WILL REACH THE TARGET MARKET OF CONSUMERS AGES 18-34, OF WHOM ARE PREDOMINANTLY COLLEGE STUDENTS AND MILLENNIALS.

WE HAVE INCLUDED 3 NEWSPAPER PUBLICATIONS, A MAGAZINE, 4 SOCIAL MEDIA PLATFORMS, RADIO ADS, TV ADS, EVENTS, ADWORDS, UBER/LYFT CODES, BILLBOARD AND OTHER PROMOTIONAL EFFORTS. EACH OF THESE VEHICLES WILL PROMOTE THE NEW VOODOO DOUGHNUT LOCATION IN MADISON, WISCONSIN.

BILLBOARDS, RADIO ADS AND TV ADS WILL ALL REITERATE THE LOCATION OF THE STOREFRONT. THIS WILL ENSURE THAT VOODOO DOUGHNUT CONSUMERS WILL BE ABLE TO RECALL THE LOCATION WHEN SURVEYED. THE SOCIAL MEDIA, INCLUDING FACEBOOK, TWITTER AND INSTAGRAM, WILL PROMOTE THE SHARING, LIKING AND REVIEWING OF VOODOO DOUGHNUT’S SOCIAL MEDIA POSTS AND PRODUCTS. THE USE OF SOCIAL MEDIA ALLOWS FOR INTERACTIONS AND ENGAGEMENTS WITH THE CONSUMERS AS WELL AS BUILDS AND FOSTERS RELATIONSHIPS. WE WILL INCLUDE MULTIPLE VISUALS TO CREATE A SENSE OF WONDER THAT WILL ATTRACT CONSUMERS AND RESONATE WITH THE QUIRKY NATURE OF THE VOODOO DOUGHNUT BRAND.

WE ARE ALSO HAVING PROMOTIONS DURING THE GRAND OPENING PARTY TO GENERATE MORE SALES IN STORE. THESE PROMOTIONS WILL INCENTIVISE NEW CUSTOMERS TO COME INTO THE STORE, BUY DOUGHNUTS, PLACE SPECIALTY ORDERS AND HOPEFULLY BECOME REPEAT CUSTOMERS. OVER THE DURATION OF OUR CAMPAIGN, WE WILL ALSO PURCHASE BRANDED ADWORDS, INCLUDING BRANDED SEARCHES, WHICH WILL RESULT IN HIGHER TRAFFIC ON THE VOODOO DOUGHNUT WEBSITE.

BUDGET RECAP

                                                                                                                               11  Months  Title     Circula0on/Ad/

s0pula0ons  Date/*mings   Cost  

 

Events    

Tailgates  for  Badger  Alumni  weekend  for  Wisconsin  State  

$2000  worth  doughnuts  for  free  Target  5,000  alumni    

Nov.  12   $2,000  

Tailgates  for  Badger  Aumni  weekend  for  Wisconsin  State  

$205  for  poster  design  service/prin0ng  Target  5,000  alumni  

Nov.  12   $205  

Employees  working  the  tailgate  

2  employees  3  hours  each  $7.50/hr  each  employee  Target  5,000  alumni  

Nov.  12   $45  

AdWords   Keywords:  Voodoo,  Voodoo  Doughnuts  

$13/day  for  2100-­‐2500/day  impressions  for  remaining  7  months  

May  18  –  Dec.  31  

$2,730  

Newspaper   Wisconsin  State  Journal  

1  ad  in  each  newspaper  each  month  $250/month  

Con0nuous  from  Feb.  1  –  Dec.  31  

$2,750  

The  Daily  Cardinal   1  ad  in  each  newspaper  each  month  $100/month  

Con0nuous  from  Feb.  1  –  Dec.  31  

$1,100  

Magazines   The  Progressive   3½  page  ads  at  1  ad  for  $1,605  Circula0on  of  47,000  

 July,  September,  November  

$4,815  

Radio   Top  40  radio  Sta0on   AM  and  PM  parts  AM-­‐  40  TRPs  $2,000  PM-­‐  40  TRPs  $2,080  

April,  July,  October  

$16,320  

Total  Budget  for  11  months  

$29,965  

                                                                                                                               Prelaunch    Title     Circula(on/Ad/

s(pula(ons  Date/*mings   Cost  

 

Newspaper    

Isthmus   50,000  circula(on   Monday,  Feb.  13-­‐  Friday,  Feb.  17  

$43    

The  Daily  Cardinal   20,000  circula(on   Monday,  Feb.  13-­‐  Thursday,  Feb.  16  

$400    

Social  Media  Paid  

Facebook  Sponsored  post    

136,059    imps   Wednesday,  Feb.  15-­‐  Friday,  Feb.  17    

$250    

Radio   Top  40  Radio  Sta(on   640  TRPs   Monday,  Feb.  13  –  Thursday,  Feb.  16  

$1,860  

Total  Budget  for  Prelaunch  

$2,553  

                                                                                                                                                       12  Weeks  Title     Circula(on/Ad/

s(pula(ons  Date/*mings   Cost  

 

Radio  (Grand  Opening  Party)    

Voodoo  adver(sement  on  Top  40  Radio  Sta(on    

AM  and  DAY  parts  for  50  RPs/  part  =  total  100  TRPs  

6  a.m.  –  3  p.m.,  Friday,  Feb.  17  

$4550  

Snapchat  Geofilter  (Grand  Opening  Party)  

Cartoon  Voodoo  Doughnut  mascot  and  of  “Grand  Opening  Party/Voodoo”  

State  Street  Area:  Target  market  18-­‐34  year  old,  12,000  impressions  

8  a.m.-­‐  8  p.m.  Friday,  Feb.  17  

$485  

Promo>ons  (Grand  Opening  Party)  

Free  classic  doughnut   Minimum  250  people  increase  in  store  traffic  

Friday,  Feb.  17   $60  

Promo>ons  (Grand  Opening  Party)  

Free  personalized  doughnut  

Minimum  75  people  increase  in  store  traffic  

Friday,  Feb.  17   $17  

Mascot  OOH  (Grand  Opening  Party)  

Voodoo  Doughnut  Mascot  

Around  State  Street  and  on  campus  handing    out  flyers  Reach  :  2,000  impressions  

Friday,  Feb.  17   $2,500  

Total  Grand  Opening  Party  Budget  

$7,423  

TV   Voodoo  adver(sement  on  ABC  

Late  Night:  40  TRPs  Late  Fringe:  40  TRPs240  

Friday,  Feb.  17-­‐  Sunday,  Feb.  19  

$17,520  

Promo>ons   Buy  6  dozen,  get  ½  dozen  free  

Minimum  $20  increase  in  average  transac(on  amount  

Feb.  17  –  May  17    

$50  

AdWords   Keywords:  Voodoo,  Voodoo  Doughnuts  

$15/day  for  2200-­‐2700  impressions  for  4  months    

Feb.  17  –  May  17  

$1,800  

Billboards  OOH   Loca(on:  S.  Park  St.   243,100  impressions/1  inser(on  

First  2  weeks  in  May  

$5,500  

Total  Budget  for  12  weeks  

$25,069  

                                   Total  Budget  Periods   COST  

PRELAUNCH   $2,553  

12  WEEKS    

$7,413  (grand  opening  party)  +  $25,069  

11  MONTHS    

$29,965  

TOTAL   $65,000  

PRELAUNCHNEWSPAPERWE WILL BE PLACING AN AD ANNOUNCING THE VOODOO DOUGHNUT GRAND OPENING PARTY ON FRIDAY, FEB. 17, IN THE NEWSPAPER ISTHMUS FOR A CIRCULATION PERIOD BETWEEN MONDAY, FEB. 13TH THROUGH FRIDAY, FEB. 17. WE ARE ONLY SPENDING $43 TO GET A WEEKLY CIRCULATION OF 50,000. ISTHMUS IS A LOCAL NEWSPAPER FEATURING NEWS, OPINION, ARTS, ENTERTAINMENT AND A CALENDAR OF EVENTS. OUR TARGET MARKET WILL MOST LIKELY TURN TO THIS FOR INFORMATION ON EVENTS. WE WILL ALSO BE PLACING AN AD ANNOUNCING THE VOODOO DOUGHNUT GRAND OPENING PARTY ON FRIDAY, FEB. 17TH, IN THE NEWSPAPER THE DAILY CARDINAL FOR PRE-LAUNCH ACTIVITY. IT IS A STUDENT-RUN CAMPUS CIRCULATION AND AVAILABLE ONLINE DURING MONDAY, FEB 13TH THROUGH THURSDAY, FEB 16TH. IT WILL COST $100 PER DAY FOR 4 DAYS COSTING US $400 TO GET A CIRCULATION OF 20,000. OUR OTHER PART OF THE TARGET MARKET BEING STUDENTS ARE MOST LIKELY TO BE EXPOSED. THIS ALLOWS FOR A HIGHER CONVERSATION WITH ALL COLLEGE STUDENTS. THIS WILL BE THE SECOND MAJOR ARTICLE PUBLICATION DURING THIS PRE-LAUNCH PERIOD.

SOCIAL MEDIA POSTSDURING THE PRELAUNCH PERIOD, WE WILL BE MAKING SOCIAL MEDIA POSTS FROM SUNDAY FEB. 12 TO THURSDAY, FEB. 16. WE WILL BE CREATING A FACEBOOK EVENT FOR THE VOODOO DOUGHNUT GRAND OPENING PARTY, INVITING ALL MADISON COLLEGE STUDENTS. ADDITIONALLY, THERE WILL BE TWITTER AND INSTAGRAM POSTS ABOUT THE EVENT THAT LINK BACK TO THE FACEBOOK EVENT. THESE EFFORTS WILL COST $0. IT IS FREE, A GREAT WAY TO GET THE WORD OUT AND USE THE PLATFORMS TO GET PEOPLE TO COME TO THE EVENT THROUGH THE DIRECTION OF FACEBOOK.

SOCIAL MEDIA SPONSORED POSTA PAID SOCIAL MEDIA FORM WILL BE THE FACEBOOK SPONSORED POST PUSHING THE EVENT TO MADISON MALES AND FEMALES AGED 18-34 ON WEDNESDAY FEB. 15 THROUGH FRIDAY FEB. 17. THIS WILL COST $250. FACEBOOK ALLOWS FOR VERY TAILORED SPONSORED POSTS. BY PAYING FOR OUR EVENT TO BE A SPONSORED POST, THE EVENT WILL BE PUSHED TO THE TOP OF THE NEWSFEED OF MALES AND FEMALE 18 TO 34 THAT LIVE OR GO TO SCHOOL IN MADISON, WISCONSIN, WHICH IS OUR EXACT TARGET AUDIENCE. THE SPONSORED POST FOR THE EVENT WILL BE PUSHED THE 2 DAYS PRIOR TO THE GRAND OPENING, PARTY AS WELL AS THE DAY OF THE PARTY. THIS IS TO REACH OUR EXACT TARGET MARKET OF 136,059 PEOPLE AND TO INCREASE THE POTENTIAL OF THEM ATTENDING THE PARTY.

RADIOTHE TOP 40 RADIO STATION WILL ANNOUNCE THE GRAND OPENING PARTY. THERE WILL BE 40 RPS FOR ALL 4 DAY PARTS EQUALING 160 TRPS IF BUDGET ALLOWS ON DAY BEFORE. ALL 4 DAY PARTS FOR 6 A.M.- 12 P.M. MONDAY FEB. 13TH- THURSDAY FEB. 16TH. WE WILL BE SPENDING $1,860. THE ADS WILL BE BROADCASTED ON ALL FOUR MAJOR DAYPARTS, WHICH ALLOWS FOR THE HIGHEST POSSIBLE REACH FOR THE DAY BEFORE THE GRAND OPENING PARTY. THE OLDER HALF OF OUR TARGET MARKET CAN BE REACHED THROUGH RADIO CONTACT AS THEY ARE YOUNG PROFESSIONALS AND THE MAJORITY OF THEM COMMUTE TO WORK. THIS IS ALSO CONVENIENTLY LOCATED ON STATE STREET. 40 RPS X 4 DAY PARTS = 160 RPS PER DAY X 4 DAYS = 640 TRPS / 16 INSERTIONS = 40% REACH.

THE BUDGET FOR PRELAUNCH IS $2,553

12 WEEKS POST LAUNCHRADIOTHE GRAND OPENING PARTY WILL BE FRIDAY, FEB. 17. TOP 40 RADIO STATION WILL DO AM AND DAY PARTS FOR 50 RPS/PART. 6 A.M.- 3P.M., FRIDAY, FEB 17. TOTAL TRPS= 100. THIS USE OF RADIO IS A LAST EFFORT TO GET THE WORD OUT ABOUT THE GRAND OPENING PARTY TO PEOPLE IN THE MADISON AREA. THIS IS ALSO CONVENIENTLY LOCATED ON STATE STREET. THIS WILL COST $4550.

SNAPCHAT GEOFILTERTHE SNAPCHAT GEOFILTER WILL BE AVAILABLE AT THE NEW VOODOO DOUGHNUT LOCATION DURING THE GRAND OPENING PARTY FROM 8 A.M. TO 8 P.M. ON FRIDAY, FEB. 17. THE SNAPCHAT FILTER WILL INCREASE REACH IN THE EXACT AREA OF VOODOO DOUGHNUT IN ORDER TO CATCH THE ATTENTION OF THOSE USING THE APPLICATION IN CLOSE PROXIMITY TO THE NEW LOCATION. THIS WILL ENCOURAGE THOSE IN THE AREA OF STATE STREET TO CHECK OUT THE GRAND OPENING PARTY. OUR TARGET MARKET OF 18-34 YEAR OLDS WHO ARE HIGHLY LIKELY TO HAVE A SNAPCHAT ACCOUNT AND THIS WILL BE AN EFFECTIVE WAY TO REACH THEM. THE GEOFILTER WILL ENCOURAGE THEM TO SHARE THE POST ON THEIR SNAPCHAT STORY. THEIR FRIENDS WILL SEE THE FILTER AND BRAND AWARENESS WILL BE GENERATED DIRECTLY TO THE TARGET AUDIENCE. THIS WILL COST $485.

SOCIAL MEDIA POSTSFACEBOOK UPDATES WITH PICTURES, TWITTER AND INSTAGRAM POSTS LEADING TO EVENT ON FACEBOOK WILL BE USED FOR $0.THESE FREE FORMS OF SOCIAL MEDIA ALLOW FOR BRAND AND CONSUMER INTERACTION AND WILL LINK POSTS TO OTHER SOCIAL MEDIA PLATFORMS TO INCREASE REACH AND FREQUENCY. THIS CREATES MORE CONVERSATION. WE WILL START POSTING ON SOCIAL MEDIA ON FEBRUARY 1 TO START INFORMING CONSUMERS THAT VOODOO DOUGHNUT WILL BE COMING SOON. WE WILL BE POSTING WEEKLY TO KEEP CONSUMERS UPDATED AND INTERESTED. PICTURES ALSO ALLOW FOR BRANDING OPPORTUNITY AND APPEALING TO CUSTOMERS. WE AIM TO REACH AT LEAST 1,000 POTENTIAL CONSUMERS ON EACH SOCIAL MEDIA ACCOUNT DURING THIS LAUNCH PERIOD SO THAT THEY WILL LIKE, SHARE AND REVIEW OUR PRODUCTS AND PROMOTIONS.

MASCOTDURING THE GRAND OPENING PARTY WE WILL HAVE A VOODOO DOUGHNUT MASCOT RUNNING AROUND STATE STREET AND ON CAMPUS HANDING OUT FLYERS FOR THE GRAND OPENING PARTY, WHICH WILL COST $2,500. PRICE INCLUDES MASCOT’S MINIMUM WAGE PAY, PAYING FOR THE COSTUME AND FOR THE FLYERS THE MASCOT WOULD HAND OUT IN A PROMOTIONAL EFFORTS. THE MASCOT WILL BE A PHYSICAL EXPRESSION OF THE BRAND AND THEREFORE INCREASE BRAND AWARENESS AND STAND OUT COMPARED TO ALL OTHER VEHICLES. THE MASCOT WILL BE HANDING OUT FLYERS TO SPREAD THE WORD ABOUT THE GRAND OPENING PARTY AND TO GET THE VOODOO DOUGHNUT BRAND NAME OUT TO THE LOCAL PUBLIC. THE MASCOT WILL BE COVERING THE COLLEGE CAMPUS AND THE SURROUNDING STATE STREET AREA. THIS WILL ENCOURAGE THOSE IN CLOSE PROXIMITY AND THOSE IN OUR TARGET MARKET GROUP TO VISIT THE STOREFRONT. THE MASCOT WILL ONLY BE IN USE ONE DAY AND FOR ONE INSERTION AND WE ESTIMATE HE WILL REACH ABOUT 2,000 PEOPLE.

THE BUDGET FOR GRAND OPENING PARTY IS $7,423

12 WEEKS POST LAUNCH TVTHE 12 WEEK MEASUREMENT WILL BE FROM FEBRUARY 17 THROUGH MAY 17. THE ADS WILL PLAY FOR THREE DAYS AFTER THE GRAND OPENING FROM FRIDAY FEB. 17TH- SUNDAY FEB. 19TH. WE CHOSE ABC. LATE NEWS WILL ATTAIN 40 TRPS WITH CPP OF $72 FOR A COST OF $2,880. LATE FRINGE WILL ATTAIN 40 TRPS WITH CPP OF $74. THE TOTAL BUDGET FOR TV IS $17,520.THE TV ADS ARE CONCENTRATED FOR THE 3 DAYS OF THE WEEKEND AFTER THE GRAND OPENING PARTY INCLUDING THAT FRIDAY. THIS SERVES TO HAVE CONSISTENT EXPOSURE DIRECTLY AFTER THE LAUNCH AND TO REMIND THE AUDIENCE OF THE OPENING PARTY. WE CHOOSE ONLY 2-DAY PARTS, WHICH ARE THE LATE NEWS SLOTS. THIS IS TO ENSURE THAT WE APPEAL TO THOSE WHO HAVE THE LATE NIGHT MUNCHIES AND THOSE WHO GO OUT AT NIGHT, TO EMPHASIZE THE 24/7 FEATURE OF VOODOO DOUGHNUT. FOR THIS FLIGHT WE HAVE 6 FLIGHTS X 40 RP = 240 TRP / 6 INSERTIONS = 40% REACH.

PROMOTIONSFOR THE FIRST 12 WEEKS, FOR EVERY 6 DOZEN DOUGHNUTS BOUGHT, THE CUSTOMER RECEIVES ½ A DOZEN DOUGHNUT FOR FREE COSTING $50 FROM THE BUSINESS SIDE. THIS IS TO PROVIDE AN INCENTIVE FOR CUSTOMERS TO BUY A HIGHER QUANTITY TO INCREASE AVERAGE TRANSACTION AMOUNT, PLEASING THE OBJECTION OF AN AVERAGE $20 PER TRANSACTION AT THE END OF THE 12 WEEK PERIOD.

BILLBOARDS (OOH)BILLBOARDS WILL BE UP FOR THE FIRST 2 WEEKS IN MAY TO REMIND THE PEOPLE OF MADISON OF VOODOO DOUGHNUT BEFORE THE AIDED RECALL MEASUREMENT. IT WILL BE ON SOUTH PARK STREET COSTING $5,500. THE BILLBOARD WILL SERVE TO REMIND THE LOCAL PEOPLE OF MADISON, WISCONSIN, OF VOODOO DOUGHNUT’S PRESENCE IN THE STATE STREET AND CAMPUS AREA. THE BILLBOARD WILL HAVE 1 INSERTION AND WILL HAVE A MAXIMUM OF 243,100 IMPRESSIONS. THE TIMING IS STRATEGICALLY PLACED TO REMIND THEM BEFORE THE 12 WEEK AIDED RECALL WILL TAKE PLACE. THIS WILL INCREASE BRAND RECALL AND STORE LOCATION RECALL IN THE MAJORITY OF THE LOCAL PUBLIC DUE TO THE CLOSE PROXIMITY OF THE BILLBOARD TO THE VOODOO DOUGHNUT STOREFRONT.

THE BUDGET FOR 12 WEEKS IS $25,069

RADIOWE ARE ADVERTISING THE RADIO STATION 106.7 TOP 40 IN THE MONTHS OF MARCH, APRIL, JULY AND OCTOBER. WE WILL ADVERTISE IN THE AM EACH MONTH FOR A TOTAL OF 40 TRPS AT A COST OF $2,000 EACH MONTH. WE WILL ALSO ADVERTISE IN THE PM FOR A TOTAL OF 40 TRPS AT A COST OF $2,080 EACH MONTH. THE TOTAL BUDGET FOR THE RADIO IS $16,320. WE CHOSE TO ADVERTISE ON THIS RADIO STATION DURING THE MORNING AND EVENING COMMUTES TO APPEAL TO OFFICE WORKERS, IN ORDER TO HAVE THEM PURCHASE DOUGHNUTS FOR MEETINGS OR BREAKFAST OR TO BRING HOME TO THEIR FAMILIES. THIS TARGET THE OLDER HALF OF OUR TARGET MARKET. EACH RADIO ADVERTISEMENT WILL INCLUDE THE TAGLINE “VOODOO IS CONVENIENTLY LOCATED ON STATE STREET”.

11 MONTHS POST LAUNCH

MAGAZINESWE CHOSE TO PLACE A ½ PAGE ADVERTISEMENT IN THE PROGRESSIVE IN THE MONTHS OF JULY, SEPTEMBER, AND NOVEMBER. THE ADVERTISEMENTS ARE $1,605 EACH TAKING A TOTAL OF $4,815 OUT OF OUR BUDGET. WE CHOSE TO ADVERTISE IN THE PROGRESSIVE BECAUSE IT IS AN ACTIVIST LIBERAL MAGAZINE WHICH FITS WITH THE THEME OF BOTH MADISON AND VOODOO DOUGHNUT. THE MAGAZINE HAS A CIRCULATION OF 47,000. THIS MAGAZINE IS ECCENTRIC AND WILL CREATE MORE AWARENESS WITHIN OUR TARGET AUDIENCE.

SOCIAL MEDIADURING OUR CAMPAIGN WE WILL BE CONTINUOUSLY POSTING ON ALL SOCIAL MEDIA PLATFORMS WE ARE USING SUCH AS FACEBOOK, TWITTER AND INSTAGRAM. WE WILL BE PROMOTING THE BRAND AND KEEPING THE PUBLIC UPDATED WITH ALL THINGS VOODOO DOUGHNUT. CONSISTENT SOCIAL MEDIA UPDATES INCREASE BRAND AWARENESS AND SPREAD THE BRAND MESSAGE. SOCIAL MEDIA ARE FREE PLATFORMS THAT ALLOW FOR ACTIVE ENGAGEMENT AND INTERACTION WITH CONSUMER AND POSSIBLE CONSUMERS.

EVENTSA MAJOR EVENT THAT WE WILL BE HAVING IS A TAILGATE FOR A FOOTBALL GAME DURING THE ALUMNI-WEEKEND. BADGER HUDDLE IS THE OFFICIAL TAILGATE FOR BADGER ALUMNI SO WE WILL GIVE THEM $2,000 WORTH OF DOUGHNUTS FOR FREE WITH THE STIPULATION OF THEM POSTING POSTERS OF THE VOODOO DOUGHNUT LOGO AND ADDRESS. $205 IS ALLOTTED FOR THE POSTER DESIGN SERVICE AND THE PRINTING COST OF THE POSTERS. THERE WILL ALSO BE 2 EMPLOYEES WORKING 3 HOURS FOR SETUP/TAKE-DOWN AN THE DURATION OF THE EVENT. EACH EMPLOYEE WILL BE PAID $7.50 AN HOUR FOR A TOTAL OF $45. THEY WILL BE THERE TO FACILITATE THE FREE DOUGHNUTS, PROMOTE VOODOO DOUGHNUT, EMPHASIZE LOCATION PROXIMITY AND CREATE BRAND AWARENESS. THE HOMECOMING GAME WILL TAKE PLACE ON NOV. 12 WITH THE WISCONSIN-MADISON BADGERS TAKING ON THE ILLINOIS FIGHTING ILLINI. THIS GAME USUALLY BRINGS IN THE LARGEST CROWD OF PEOPLE IN ATTENDANCE FOR ANY TAILGATE FOR THE ENTIRE SEASON, INCLUDING APPROXIMATELY 5,000 ALUMNI. THIS WILL HELP BUILD BRAND AWARENESS FOR ALUMNI WHO LIVE IN MADISON AND FOR THOSE WHO VISIT OFTEN FOR UNIVERSITY EVENTS. THIS EVENT IS THE LAST LARGE EXPENDITURE BEFORE THE END OF THE 11 MONTH CAMPAIGN WHICH WILL REMIND THOSE WHO MAY HAVE STOPPED NOTICING OUR CONTINUOUS FLIGHT EFFORTS.

MOBILE MARKETINGDURING OUR CAMPAIGN WE WILL ALSO BE POSTING ON SOCIAL MEDIA TO REMIND OUR TARGET AUDIENCE TO USE OUR UBER/LYFT CODES. STATE STREET IS A POPULAR BAR SCENE DESTINATION WHERE PEOPLE GENERALLY USE UBER AND LYFT IN ORDER TO AVOID DRINKING AND DRIVING. UBER WAS JUST LEGALIZED IN WISCONSIN IN 2015 AND IS VERY NEW. MANY PEOPLE HAVE NOT USED UBER YET, THEREFORE IF WE HAVE A CODE FOR NEW USERS TO GET A DISCOUNT ON THEIR RIDE, PEOPLE WILL USE IT (ESPECIALLY COLLEGE KIDS TO SAVE MONEY) AND

NEWSPAPERTHROUGHOUT THE CAMPAIGN, WE WILL PLACE ONE ADVERTISEMENT IN TWO NEWSPAPERS EVERY MONTH FOR ELEVEN MONTHS. THE TWO NEWSPAPERS WE CHOSE ARE THE WISCONSIN STATE JOURNAL AND THE DAILY CARDINAL. THE WISCONSIN STATE JOURNAL COSTS $250 PER MONTH AND CIRCULATES THROUGHOUT MADISON, WISCONSIN, SERVING 228,288 PEOPLE. IT IS READ BY 71,222 PEOPLE DURING THE WEEKDAYS, 67,201 PEOPLE ON SATURDAY AND 89,865 PEOPLE ON SUNDAY. THE DAILY CARDINAL IS THE STUDENT-RUN UNIVERSITY OF WISCONSIN-MADISON NEWSPAPER THAT CIRCULATES TO 20,000 PEOPLE THROUGHOUT THE WHOLE CAMPUS MONDAY THROUGH THURSDAY AND IT COSTS $100 PER MONTH. WE CHOSE TO ADVERTISE IN THESE TWO NEWSPAPERS THROUGHOUT THE ENTIRE ELEVEN MONTH PERIOD KEEP BRAND AWARENESS CONSISTENT AND TOP OF MIND VIA MONTHLY REMINDERS TO READERS.

ADWORDSDURING THE REMAINING 7 MONTHS WE WILL BE CHANGING THE MONEY WE ARE SPENDING ON ADWORDS TO A SLIGHTLY SMALLER AMOUNT OF $13 PER DAY FOR 2100-2500 IMPRESSIONS FOR A TOTAL OF $2,730. WE CHOOSE TO SPEND MONEY ON BUYING THE BRANDED KEYWORDS BECAUSE WE NEED TO FULFILL THE OBJECTIVE OF HAVING 75% OF THE WEBSITE SEARCHES COMING FROM MADISON, WISCONSIN. WE ARE

TOTAL BUDGET FOR 11 MONTHS: $29,965

February March April May

Prelaunch Grand Opening 12 Weeks Post-Launch

Media Budget Allocation

Media Measurement 1 13 14 15 16 17 18 19 17 20 1 7 14 17

Print

Isthmus $43 50,000 circ.

The Daily Cardinal $1,500 20,000 circ.

Wisconsin State Journal $2,750 228,288 circ.

The Progressive Magazine $4,815 47,000 circ.

Television

ABC $17,520 240 TRPs

Radio

Top 40 Station $22,730 160 TRPs

AM $2000 40 TRPs

DAY $1,640 40 TRPs

PM $2080 40 TRPs

EVENING $1,725 40 TRPs

OOH

S. Park Street Billboard $5,500 234,100 Imps.

Online Display

AdWords $4,530 22,000-27,00 / day

Paid Social Media

Facebook $250 136,059 Imps.

Social Media

Instagram $0 85,000 Imps.

Twitter $0 85,000 Imps.

Facebook $0 85,000 Imps.

Special Events

Alumni Football Tailgate $2,250 5,000+

Mobile Marketing

Snapchat Geofilter $485 12,000 Imps.

Uber/Lyft Discount Code $0 5 Imps.

Other Promotion Efforts

Voodoo Mascot $2,500 2,000 Imps.

Free Doughnut Promotion $60 250+ in-store

trafficFace Doughnut

Drawing $17 75+ in-store traffic

1/2 Dozen Free Donuts $50 $20+ avg trans

June July August September October November December

7 Months Post 12 Week

7 14 21 5 12 26 16 23 30 6 13 20 4 11 25 1 12 15 10 20 31

FLOW

CHAR

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CALL TO ACTION

PANDAMONIUM WOULD LIKE TO THANK YOU FOR ALLOWING US TO CREATE A MEDIA PLAN FOR VOODOO DOUGHNUT THAT WILL GENERATE A SOLID FOUNDATION

OF BRAND AWARENESS AND BUSINESS IN THE NEW TRADE AREA OF MADISON, WISCONSIN. AS VOODOO DOUGHNUT EXPANDS INTO THE MIDWEST IT IS VITAL THAT

BOTH THE INTEGRITY AND VISION ARE NOT LOST IN TRANSLATION. OUR TEAM

FEELS CONFIDENT THAT WE CAN CAPTURE AND COMMUNICATE EVERY UNIQUE AND QUIRKY CHARACTERISTIC OF THE VOODOO DOUGHNUT BRAND AND CAN EFFORTLESSLY ASSIMILATE THEM WITH THE DISTINCTIVE CULTURE OF MADISON, WISCONSIN. THROUGH

THE IMPLEMENTATION OF OUR AMBITIOUS AND EFFECTIVE MEDIA STRATEGIES, WE ARE CERTAIN THAT VOODOO DOUGHNUT WILL SUCCESSFULLY FIND ITS NICHE. PANDAMONIUM IS DEDICATED TO EXECUTING OUR COLLECTED INSIGHTS AND RESEARCH TO ENSURE THAT VOODOO DOUGHNUT WILL NOT ONLY COMPETE IN THE NEW MARKET,

BUT ALSO THRIVE IN IT. WE HOPE THAT WE WILL GET THE GRATIFYING OPPORTUNITY TO BECOME A PART OF THE VOODOO DOUGHNUT FAMILY. TOGETHER WE CAN PRODUCE

SOMETHING EXTRAORDINARY. SO WE ONLY HAVE ONE QUESTION FOR YOU, DO YOU WANT TO CREATE SOME PANDAMONIUM?

T H A N K Y O U