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1 big top Candy shop A MEDIA PLAN BY SOMA ADVERTISING

Big Top Candy Shop Media Plan

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Comprehensive media plan for expansion of Austin based Big Top Candy Shop into the Hillsborough Village area of Nashville by myself and 5 other classmates from UT. Includes research and analysis of local area including demographics, available media, and competition. Identified primary and secondary targets, and planned out 8 month campaign that established Big Top brand and met all impression, transaction, social media, and interaction objectives. Then effectively pitched this media plan to prospective client.

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Page 1: Big Top Candy Shop Media Plan

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big top Candy shop

A MEDIA PLAN BY SOMA ADVERTISING

Page 2: Big Top Candy Shop Media Plan

FEATURINGMEET  SOMA    1CAMPAIGN  SCOPE  2EXECUTIVE  SUMMARY  3BRAND  PROFILE  4GEOGRAPHY  5-­‐6MAP  OF  COMPETITION  7DIRECT  COMPETITION  8INDIRECT  COMPETITION  9COMPETITIVE  ANALYSIS  10PRIMARY  TARGET  11SECONDARY  TARGET  12SWOT  ANALYSIS  13SITUATIONAL  ANALYSIS  14

MEDIA  VISION  15MEDIA  MENU  16-­‐18MEDIA  BUDGET  19-­‐20BUDGET  BY  FLIGHT  21CONTINUOUS  FLIGHT    22FLIGHT  ONE:  RUINING  THE  APPETITE  23FLIGHT  TWO:  SWEET  TEETH  24FLIGHT  THREE:  A  SWEET  INTRODUCTION  25-­‐26FLIGHT  FOUR:  STOCKING  STUFFING  27-­‐28MEDIA  FLOWCHART  28GOING  FORWARD  29SO  WHAT?  30

Page 3: Big Top Candy Shop Media Plan

MEET SOMA

LAUREN  MCKAIGGABRIEL  CHAMBERS BEN  OLINS

#whatsinyourbag

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Ben's  bag  contains  chocolate  covered  nuts,  chocolate  covered  bananas,  and  yogurt  covered  pretzels.  This  gives  him  the  illusion  that  eating  the  entire  bag  in  one  sitting  is  not  entirely  unwholesome.  Don't  tell  him  this  isn't  the  case.

AUSTIN  PATTERSON

Sugar,  spice,  and  everything  nice.  Austin’s  bag  includes  Sour  Patch  Kids,  Sweet  Watermelon  Pieces,  and  Cherry  Heads,  which  combine  Zlavors  from  every  shade  of  the  candy  spectrum.

PAUL  VILLARREAL ALLI  YARBROUGH

Sour  yet  sweet.  Paul’s  bag  of  Sour  Gummi  Worms  and  Airhead  Xtream  Sour  Belts  are  reZlective  of  his  shocking  yet  sweet  personality.

Hard  to  break  through  then  a  little  sizzle  and  pop.  Alli’s  candy  bag  contains  Now  and  Laters,  Pop  Rocks,  Starbursts  and  Skittles.  Alli  deZinitely  doesn’t  have  a  case  of  sweet  teeth  anymore!

If  the  old  saying  “you  are  what  you  eat”  holds  true,  then  Lauren  must  be  a  Starburst  of  good  ideas  with  the  (gummy)  brains  to  back  them  up.  

Gabe's  bag  is  Zilled  with  gummies  of  all  shapes.  He  can  be  heard  eating  them  at  all  hours  of  the  night,  and  the  SOMA  team  wonders  if  he  eats  anything  else  at  all.  

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Campaign scope

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The  marketing  goals  the  plan  will  accomplish  are:  •  To  create  a  good  understanding  of  the  local  Nashville  Big  Top  trade  area•  To  achieve  an  average  of  1150  visitors  each  week,  with  an  average  transaction  rate  of  $8.50.•  To  establish  a  loyal  customer  base  of  at  least  500  in  the  Girst  year-­‐  8  months  total.

This  media  plan  creates  a  comprehensive  strategy  to  support  the  opening  of  a  new  Big  Top  Candy  Shop  in  Nashville,  Tennessee.  The  new  location  will  open  along  21st  Avenue  in  the  Hillsboro  Village  area  on  May  10,  2013.  This  plan  will  use  geographic  and  target  proGiles,  situation  analysis  and  competitive  proGiles  to  determine  the  most  effective  media  strategy.  

The  advertising  goals  the  plan  will  accomplish  are:  •  To  achieve  a  30%  awareness  of  the  Big  Top  name  and  location  across  the  recommended  target(s)  in  the  determined  trade  area  and  surroundings.•  To  establish  regular  bi-­‐monthly  interactions  with  the  loyal  customer  base.•  To  successfully  support  two  local  promotions,  establishing  at  least  one  of  these  promotions  as  a  long-­‐term  tool  for  future  Big  Top  efforts.

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Executive Summary   Moving  to  a  new  city,  especially  for  the  5irst  time,  can  be  a  detriment  for  a  small  organization.  However,  SOMA  Advertising’s  comprehensive  media  plan  for  Big  Top  Candy  Shop  will  ensure  that  the  expansion  from  the  popular  Austin  location  to  Nashville  will  be  both  seamless  and  lucrative.    A  reference  to  the  pleasure  inducing  medication  in  Aldous  Huxley’s  novel,  Brave  New  World,  SOMA  guarantees  that  Big  Top’s  5irst  eight  months  of  business  in  Nashville  will  set  the  course  for  a  5lourishing,  long-­‐term  operation.     After  conducting  signi5icant  primary  and  secondary  research,  SOMA  concluded  that  two  types  of  consumers  regularly  shop  at  mom  &  pop  candy  stores  like  Big  Top:  1)  People  who  are  looking  for  a  speci5ic  type  of  specialty  candy  and  2)  People  who  incidentally  pass  by  the  store  and  are  drawn  in  by  it’s  charm.  While  the  only  plausible  way  to  target  the  former  audience  is  through  Search  Engine  Marketing  and  Social  Media,  both  of  which  we  employ,  the  second  target  can  be  reached  through  a  myriad  of  vehicles.  Based  on  our  secondary  research  and  interactions  with  Big  Top  employees  and  customers,  SOMA  divided  the  latter  audience  into  two  distinct  targets:  wealthy  mothers  of  young  children  and  college  students  that  attend  either  Vanderbilt  or  Belmont  University.  We  catered  our  media  buys  and  schedule  around  reaching  these  two  groups  of  people.     A  budget  of  $75,000  will  be  allocated  through  a  pulsed  schedule  with  four  de5inite  media  5lights.  The  5irst  5light  employs  a  large  guerilla  focus  and  will  spark  buzz  around  the  store  before  it  opens.  A  second  5light  that  runs  from  the  night  of  the  grand  opening  through  mid  August  will  directly  speak  to  our  primary  target  of  af5luent  mothers  through  print  and  online  vehicles.  The  third  5light  begins  the  week  local  college  students  return  to  Nashville,  and  will  reach  our  secondary  target  through  online,  print,  and  mobile  sources,  as  well  as  various  grass  roots  and  in  person  tactics.  A  5inal,  fourth  5light  will  focus  on  the  candy  heavy,  holiday  season,  and  will  ask  Big  Top  to  become  a  community  sponsor  for  the  annual  Nashville  Christmas  Parade.  These  four  5lights  will  result  in  a  manifestation  of  the  Big  Top  name  amongst  two  distinct,  well-­‐de5ined  targets,  both  of  which  have  the  capacity  and  desire  to  shop  at  the  store  on  a  regular  basis.     The  act  of  candy  shopping  is  fun  and  customers  frequently  walk  out  with  more  than  they  intended  to  buy.  SOMA  took  the  same  approach  when  searching  for  relevant  consumers,  and  with  our  proposed  media  plan,  Big  Top  will  come  out  with  signi5icantly  more  than  they  bargained  for.  The  only  question  that  remains  is,  “How  much  can  you  5it  in  your  bag?”

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Under  the  Big  Top PRODUCT:

PLACE:

PRICE:

PROMOTION:

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Walking  down  the  busy  street  of  South  Congress  in  Austin,  Big  Top  Candy  Shop  will  immediately  grab  your  attention.  The  crimson  and  gold  walls  adorned  with  circus  memorabilia  invite  you  inside  and  greet  you  with  a  warm  rush  of  nostalgia.  Big  Top  is  not  afraid  to  go  over-­‐the-­‐top  when  it  comes  to  providing  consumers  with  a  unique  shopping  experience.  With  the  old-­‐fashioned  soda  fountain,  the  enormous  bulk  candy  selection,  to  the  availability  of  hard-­‐to-­‐Zind  favorites,  Big  Top  has  it  all.  Based  off  of  the  success  of  the  Austin  location,  the  owners  have  decided  that  it  is  time  to  take  this  show  on  the  road  to  Nashville.  

With  over  2,000  unique  Zlavors  and  types  of  candy  and  treats,  this  circus-­‐themed  shop  provides  the  opportunity  for  a  sweet  and  fun-­‐Zilled  family  outing.  The  old-­‐fashioned  soda  fountain  and  antique  popcorn  machine  offer  customers  an  experience  that  transcends  the  typical  drugstore  candy  run.  

Big  Top  Candy  Shop  Zits  right  in  with  the  eclectic  landscape  of  South  Congress,  and  allows  customers  to  satisfy  their  sweet  tooth  while  doing  some  outdoor  shopping.  Big  Top  is  located  in  an  area  frequented  by  families  and  tourists  out  to  enjoy  the  beautiful  weather  and  local  hotspots  like  the  Food  Trailer  lot.    The  shop’s  circus-­‐themed  decor  fosters  feelings  of  nostalgia  and  offers  parents  a  chance  to  reminisce  on  their  childhood  with  their  children.  

With  candies  ranging  in  both  rarity  and  size,  the  prices  of  candy  served  at  Big  Top  Candy  shop  ranges  from  $1.27  per  quarter  pound  to  $2.27.  Individually  wrapped  candy,  like  Turkish  Taffy  starts  at  $1.47,  and  the  different  Haribo  Candy  start  at  $1.97.  Big  Top  Candy  Shop  is  able  to  provide  customers  with  a  premium  service  for  a  premium  price.  The  company  never  settles  and  always  remains  passionate  about  sweets.

Through  the  use  of  Tumblr,  Facebook,  and  Twitter,  Big  Top  Candy  Shop  is  able  to  remain  relevant  among  both  its  loyal  customers  and  the  general  public.  With  very  positive  reviews  from  sites  like  Yelp  (4.5/5)  and  Facebook,  online  reviews  allow  for  positive  word-­‐of-­‐mouth  and  exposure  to  potential  customers.  Big  Top  is  also  consistently  reviewed  by  local  papers  like  the  Daily  Texan,  Austin  Chronicle,  and  Austin  Monthly  generate  additional  exposure.

BRAND PROFILE

Sources:  Product,  price-­‐  bigtopcandyshop.tumblr.com

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HILLSBORO-­‐WEST  END

1.  Nearby  educational  institutions:  Vanderbilt  University,  Belmont  University  School  of  Music,  Saint  Bernard’s  Academy,    University  School  of  Nashville.

9.  Hillsboro  Village:  popular  retail  and  entertainment  district  located  3  miles  southwest  of  downtown.  Home  to  vintage  clothing  shops,  a  used  bookstore,  art  galleries,  a  non-­‐proVit  theater  and  restaurants.With  a  walkability  index  of  94,  Hillsboro  Village  offers  area  residents  a  chance  to  stretch  their  legs  in  an  otherwise  pedestrian-­‐unfriendly  city.  Hillsboro  Village  livens  up  the  city  with  its  vibrant  night  life,  art  and  cultural  events,  shopping  opportunities  and  dining  options.  

(37203,  37205,  37212,  37215)

3.  Median  age:  36  years

7.  Average  home  price:  $402,000

5.  Bachelors  Degree  or  Higher:  74%6.  Average  HH  income:  $121,463

8.  Lifestyle  Indices:Total  HH  expenditures:  157Entertainment:  158Food:  158

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geography

4.  HH  with  children:  35.73%

2.  Approximate  residents:  37,213

Sources:  bigfuture.collegeboard.org/college-­‐search,  city-­‐data.com/zips/(insert  zipcode).html,  trulia.com/real_estate/(insertzipcode)-­‐Nashville/,  hillsborovillageguru.com,  travelchannel.com/destinations/nashville/articles/nashville-­‐neighborhoods

Page 8: Big Top Candy Shop Media Plan

TRAVIS  COUNTY

•  Population:  820,611•  Female:  49.4%  Male:  50.6%•  Est.  median  HH  income:  $51,596•Avg.  people  per  household:  2.37•  Avg.  people  per  sq.  mile:  2,653.8•  Percent  of  HH  with  children  under  the  age  of  18:  27.2%•  Claim  to  fame:  Live  music  capital  of  the  world!

(AUSTIN,  TX)DAVIDSON  COUNTY

(NASHVILLE,  TN)•  Population:  609,  644•  Female:  51.5%  Male:  48.5%•  Est.  median  HH  income:  $46,141•Avg.  people  per  household:  2.38•  Avg.  people  per  sq.  mile:  1,265.4•  Percent  of  HH  with  children  under  the  age  of  18:  27.9%•  Claim  to  fame:  County  music  capital  of  the  world!

Geography

6Sources:quickfacts.census.gov/qfd/states/48/480500.html,  quickfacts.census.gov/qfd.states.47000.html

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Map of Competition

Sweet  CeCe’s

Provence  Café  

Circle  K  Station

Vanderbilt  Campus  Market

DIRECT  COMPETITION

Las  Paletas

Maggie  Moo’s

Gigi’s  Cupcakes

Colt’s  Chocolates

INDIRECT  COMPETITION

7Source:  Google  Maps

Page 10: Big Top Candy Shop Media Plan

(32  Reviews)

1708  21st  Ave.  SNashville,  TN  37212

0.0  miles  away

•Located  within  the  Hillsboro  Village  area•Self-­‐serve  frozen  yogurt  shop  featuring  over  a  dozen  Zlavors  and  countless  candy,  cookie  and  fresh  fruit  topping  options.•Marketing  scheme  revolves  around  providing  customers  with  a  “healthy”  snacking  experience  in  a  light,  friendly  atmosphere.•‘Taste  of  Nashville’  partner  with  the  Vanderbilt  Commodore  Card.

(84  Reviews)

1705  21st  Ave.  SNashville,  TN  37212

0.0  miles  away

•Located  within  the  Hillsboro  Village  area•Bakery  and  café  that  specializes  in  French  Artisan  bread•Goal  is  to  bring  the  taste  of  France  to  Nashville•Selection  of  sweets  varies  from  large,  custom  cakes  to  individual  cookies  and  trufZles.  •‘Taste  of  Nashville’  partner  with  Vanderbilt  Commodore  Card.

2001  Belmont  Blvd.Nashville,  TN  37212

0.58  miles  away

•Convenience  store  located  between  Vanderbilt  and  Belmont  Universities•Largest  selection  of  name  brand  candy  of  any  nearby  competitors•Convenient  location  for  students  and  late  night  hours  allow  for  midnight  snacking

•Markets  are  located  throughout  the  Vanderbilt  campus•Sell  on-­‐the-­‐go  meals  and  snacks  like  chips,  cookies  and  candy•Biggest  competitor  for  Vanderbilt  students  because  of  the  proximity•Vanderbilt  students  can  use  their  VU  meal  plan  dollars  on  their  Commodore  Cards  to  pay

direct COMPETITION

8Sources:  yelp.com,  mapquest.com,  sweetceces.com,  provencebreads.com,  vanderbilt.edu/dining,  circlekgulfcoast.com

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(229  Reviews)

2905  12th  Ave  SNashville,  TN  37204

(1.2  miles  away)

•Sell  Gourmet  Mexican  popsicles  (Paletas)  made  without  preservatives  or  syrupy  artiZicial  additives  •Offer  a  variety  of  different  toppings•Highest  number  of  yelp  reviews  and  rating  among  the  competitors•Competitive  pricing-­‐-­‐  each  paleta  costs  around  $2.50

(15  Reviews)

2817  West  End  Ave.Nashville,  TN  37203

(1.5  miles  away)

•National  ‘Ice  Cream  &  Treatery”  shop  with  multiple  locations  in  Nashville•Offer  a  variety  of  frozen  treats  like  frozen  yogurt  and  ice  cream  cakes/cupcakes•Scooped  and  tossed    with  candy  toppings  on  a  frozen  marble  slab

(89  Reviews)

1816  BroadwayNashville,  TN  32703(1.3  miles  away)

•National  cupcake  chained  concentrated  in  the  eastern  US•Sell  a  variety  of  different  cupcake  Zlavors•Flavor  menu  changes  daily  prompting  customers  to  make  repeat  trips  to  Zind  their  favorites•Custom  orders  available  upon  request  

(3  Reviews)

609  Overton  St.Nashville,  TN  37203(2.2  miles  away)

inDIrect Competition

•Local  chocolate  shop  that  sells  chocolate  dipped  animal  cracker,  gooey  butter  pies,  trufZles  and  Roy  Rogers’  Happy  Trails  Chocolate•Client  list  reads  like  a  Who’s  Who  of  country  music•Have  integrated  a  country  music  theme  into  their  store  and  their  products  have  become  collectable  novelty  gifts.  

Sources:  yelp.com,  mapquest.com,  www.facebook.com/pages/las-­‐paletas-­‐gourmet-­‐popsicles/152523121429659,  gigiscupcakesusa.com,  maggiemoos.com,  coltschocolates.com9

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Competitive ANALYSIS

10

Big  Top  will  have  signi5icant  competition  in  its  new  neighborhood.  The  Hillsboro  Village  area  is  5illed  with  local  artisan  restaurants  and  eateries.  Within  a  block  of  Big  Top  is  Sweet  Cece’s,  a  yogurt  shop  with  a  healthful  position  in  the  local  market,  and  Provence,  a  specialty  bakery.  Both  of  these  establishments  are  partners  with  Vanderbilt  Dining  Service’s  “Taste  of  Nashville”  program  and  will  provide  direct  competition  for  Big  Top  in  terms  of  geographic  location,  pricing  and  target  market.  Campus  Dining  markets  and  Circle  K  convenience  stores  will  also  serve  as  direct  competitors  as  they  both  offer  an  abundant  stock  of  affordable  candy  and  are  located  nearby  and  on  the  Vanderbilt  campus.

Several  more  distant  locations  will  also  act  as  competition  for  the  new  Big  Top.  Colt’s  Chocolates  and  Las  Paletas  are  both  specialty  treat  shops,  the  former  obviously  basing  their  products  and  services  around  chocolate,  the  latter  a  traditional  Mexican  popsicle  shop  with  a  large  variety  of  5lavors  and  options.  Both  stores  have  favorable  reviews  on  Yelp  and  have  built  up  a  large  following  within  the  local  Nashville  community.  Gigi’s  Cupcakes  and  Maggie  Moo’s  Ice  Cream  Shops  are  both  national  chains  that  will  serve  as  competition  due  to  their  competitive  pricing  and  focus  on  offering  the  customer  the  ability  to  personalize  their  shopping  experience,  much  like  Big  Top.

In  order  to  remain  competitive  in  such  a  saturated  market,  Big  Top  needs  to  carve  a  niche  into  Hillsboro  and  surrounding  areas  through  through  the  implementation  of  sound  and  reasonable  media  placement.

Page 13: Big Top Candy Shop Media Plan

11

She  is  a  36-­‐year-­‐old  and  married  with  two  children.  Susan  attended  the  University  of  Tennessee  and  worked  as  an  accountant  at  the  Nissan  Corporate  headquarters  prior  to  starting  a  family.  Susan  now  stays  at  home  with  her  two  young  children  who  attend  Saint  Bernard’s  Academy  in  Hillsboro.  Susan’s  husband  works  in  pharmaceutical  sales.  Their  annual  household  income  is  around  $125,000.  Like  many  Generation  X’ers,  Susan  enjoys  being  busy  but  likes  to  stay  connected  with  friends  and  local  businesses  on  her  smartphone  and  tablet.  Susan  spends  her  free  time  volunteering  at  the  Nashville  Children’s  Hospital  and  bonding  with  her  family  outdoors.  According  to  Candy  USA’s  sweet  insights,  81%  of  chocolate  eating  occasions  involve  adults  and  according  to  a  recent  census  bureau  report,  chocolate  is  the  number  one  product  category  in  the  candy  market.  The  demographics  of  top  chocolate  consumers  are  70%  white,  53%  married  and  24%  with  household  incomes  of  $100,000  or  more.  A  Mintel  report  also  found  that  households  with  two  or  more  children  under  the  age  of  18,  have  a  much  higher  percentage  than  childless  households  of  indicating  the  purchase  of  candy  on  a  weekly  basis.  Not  only  does  Susan  Zit  perfectly  in  the  top  chocolate  consumer  market,  but  she  also  has  children,  which  will  also  likely  foster  repeat  trips  to  Big  Top.  

 WOMEN,  AGE  35-­‐45  WITH  CHILDREN

primary target

MEET  SUSAN  ANDERSON:

Sources:  Mintel,  Candy  USA

Page 14: Big Top Candy Shop Media Plan

secondary targetCOLLEGE  STUDENTS,  AGED  18-­‐24

MEET  VIRGINIA  QUINN:Meet  Virginia  Quinn.  She  is  a  20-­‐year-­‐old  sophomore  at  Vanderbilt  University.  She  is  from  Little  Rock,  Arkansas  and  lives  on  campus  with  one  other  roommate.  Since  undergraduate  students  are  not  allowed  to  have  vehicles  on  campus,  Virginia  and  her  friends  frequent  the  Hillsboro  Village  Shopping  Center  which  is  within  walking  distance  from  campus  (WI  94).  Big  Top  Candy  Shop’s  new  location  is  adjacent  to  both  Vanderbilt  and  Belmont  University  and  within  walking  distance  of  Music  Row.  Due  to  its  close  proximity  to  campus,  the  targeted  population  will  be  able  to  conveniently  walk  the  store.  Nearly  40%  of  people  in  Davidson  County  and  73%  of  those  living  within  our  deZined  territory  (37203,37205,  37212,  37215)  graduated  with  either  a  Bachelor’s  degree  or  higher.    With  a  large  number  of  alumnus  continuing  to  reside  in  the  area  after  graduation,    Big  Top  hopes  to  build  and  maintain  a  strong  relationship  with  these  customers  to  develop  a  long-­‐term  loyal  base.  

12Sources:  Mintel,  Zillow,  Trulia

Page 15: Big Top Candy Shop Media Plan

STRENGTHS

•  While  64%  of  non-­‐chocolate  buyers  most  often  purchase  products  on  impulse,  a  full  100%  admit  to  buying  on  impulse  at  some  point.•  Specialty  shops  build  on  a  sense  of  discovery  by  “offering”  guests  a  chance  to  experience  one-­‐of-­‐a-­‐kind  service  featuring  products  that  have  been  speciVically  tailored  to  their  wants  and  needs.•  Consumers  are  not  averse  to  paying  higher  prices  at  specialty  stores  in  comparison  to  similar  items  at  supermarkets.  •  These  channels  are  especially  popular  among  young  consumers,  who  over  index  in  participations  in  the  category  and  with  men.•  “Employees  are  top  notch  fantastic.”•  “I  really  like  their  selection.  I  like  the  decor.”•  “You  won’t  Zind  most  of  this  stuff  at  your  neighborhood  Walgreens  or  CVS.”•“Kids  can  get  their  candy  and  their  parents  can  enjoy  the  artwork.”•  “It  has  just  about  every  candy  I  have  heard  of  and  beyond.”

THREATSOPPORTUNITIESWEAKNESSES

•  Specialty  stores  can  beneVit  by  focusing  on  premium  selection  and  holiday  promotions,  rather  than  price  cuts,  to  increase  sales.  •  Conveying  the  idea  that  consumers  should  treat  themselves  to  these  products  to  acknowledge  that  they’re  “worth  it”  should  be  prioritized  in  product  advertising.•  Women  are  more  likely  than  men  to  turn  to  candy  when  they  are  stressed  or  when  they  are  looming  to  lift  their  mood.•  Asian  and  black  respondents  are  more  likely  than  average  to  consume  most  types  of  non-­‐chocolate  confectionary.•  More  than  two-­‐thirds  of  candy  buyers  look  for  speciVic  brands.•“This  is  the  best  place  to  go  after  you  have  been  looking  at  all  the  places  your  parents  want  to  go.”•  “I  can’t  wait  until  I  can  take  my  kids  there  again.”•  “Many  people  come  in  for  desert  after  eating  dinner  and  to  pick  up  something  for  their  kids  back  home  with  the  babysitter.”

•  Supermarkets  represent  20.6%  of  category  sales  in  2012  or  $1.3  billion.  This  accounts  for  a  20%  gain  from  2007  totals.•Specialty  stores  face  increasing  competition  from  mass  merchandisers  such  as  WalMart  and  Target,  and  drug  store  chains  with  their  expanding  grocery  options  and  robust  candy  selections.•Supermarkets  offer  the  combination  of  convenience,  wide  product  selection  and  a  chance  for  cost  savings  that  cannot  be  attained  at  other  purchase  locations.•  Drug  stores  represent  12.9%  of  category  sales  in  2012  or  $785  million  which  accounts  for  a  20%  gain  from  the  2007  total.•Competition  in  the  Nashville  location:  Sweet  CeCe’s  Frozen  Yogurt,  pharmacies,  other  candy  shops,  etc.•Store  opens  during  the  summer  break  for  nearby  universities.

•  Only  one  if  Zive  candy  consumers  are  willing  to  make  a  special  trip  to  a  specialty  store.•  Consumers  from  the  lowest  income  earning  households  are  more  likely  than  average  to  buy  store  brand  candy  over  name  brand.•  “They  don’t  take  cash  under  $5.”•.  “I  love  the  products  that  they  carry,  but  the  service  is  excusably  awful.”•  “The  marked  price  was  about  50%  higher  than  what  I  had  experienced  recently  at  other  retailers  for  similar  product.”•  “Very  few  people  come  to  the  store  before  noon-­‐  students  included.”•  “Most  younger  customers  spend  around  or  just  over  Zive  dollars.”

13Sources:  Mintel,  yelp.com.  facebook.com/bigtopcandyshop?fref=ts,  interviews

Page 16: Big Top Candy Shop Media Plan

situational analysis                        Big  Top  Candy  Shop  is  a  generally  well-­‐reviewed  confectionary  store  in  Austin,  Texas.  Customers  tend  to  favor  the  shop’s  quirky  decor,  large  variety  of  products  and  friendly  (although  inconsistent)  service  over  other  sweets  retailers  like  pharmacies,  gas  stations  and  grocery  stores.  On  a  national  scale,  however,  these  three  locations  are  all  gaining  ground  on  confectionary-­‐speci5ic  stores  due  to  their  convenience  and  favorable  pricing.  Big  Top  draws  much  of  its  criticism  from  marked  up  prices.  This  being  said,  there  are  two  well  de5ined  groups  of  customers  that  visit  Big  Top  on  a  regular  basis:  those  looking  for  a  speci5ic  type  of  candy  not  commonly  available  in  a  convenience  store,  and  those  walking  by  the  store  who  are  drawn  in  by  its  charm.  Regarding  the  opening  of  the  Nashville  location,  in  order  to  combat  increasing  competition  from  non-­‐specialty  confectionary  stores  and  the  number  of  other  sweet-­‐product  offering  shops  in  the  new  neighborhood,  Big  Top  needs  to  exploit  the  high  walk-­‐ability  of  its  location  to  maximize  foot  traf5ic  from  the  latter  type  of  customer.  Those  looking  for  a  speci5ic  type  of  candy  are  too  inde5inable  of  a  group  to  target  effectively.  The  store  should  consider  targeting  women  speci5ically  because  they  are,  “more  likely  than  men  to  turn  to  candy  when  they  are  stressed  or  when  they  are  looking  to  lift  their  mood.”  (Mintel,  2012)    

14

Page 17: Big Top Candy Shop Media Plan

Media VISIONWho  is  Big  Top  trying  to  reach?Who  is  Big  Top  trying  to  reach?

Those  who  stroll  and  those  with  strollers.  

We  want  to  target:

People  who  hire  babysitters.

People  who  like  to  take  a  walk  after  dinner.  

People  who  like  wear  their  school’s  colors.

People  who  like  to  Instagram  their  food.

15

APeople  with  twenty  minutes  to  kill.

Page 18: Big Top Candy Shop Media Plan

OOH SPECS RATE

18+  DEMOGRAPHIC18+  DEMOGRAPHIC18+  DEMOGRAPHIC18+  DEMOGRAPHIC18+  DEMOGRAPHIC

PERMANENT  BULLETIN #  OF  PANELS COST  PER  4  WEEK  FLIGHT  ($)

AVG  EOI/PANEL CPM  ($)1 3,200 277,127 2.455 16,000 277,127 2.4512 38,400 277,127 2.4518 57,600 277,127 2.45

POSTER #  OF  PANELS COST  PER  4  WEEK  FLIGHT  ($)

AVG  EOI/PANEL CPM  ($)20 16,000 36,424 2.0440 30,920 36,424 1.9760 43,260 36,424 1.84

ROTARY  BULLETIN #  OF  PANELS COST  PER  4  WEEK  FLIGHT  ($)

AVG  EOI/PANEL CPM  ($)1 3,200 295,842 2.455 16,000 295,842 2.4512 38,400 295,842 2.4518 57,600 295,842 2.45

DIGITAL  BULLETIN SPOTS/DAY COST  PER  4  WEEK  FLIGHT  ($)

4  WEEK  REACH1,332 7,840 23

BUS SIZE COST  PER  4  WEEK  FLIGHT  ($)

PROD.  PRICEFULL  BUS  WRAP 2,400 9,800FULL  SIDE  WRAP 1,900 5,900

RADIORADIO

18+  DEMOGRAPHIC18+  DEMOGRAPHIC

DAYPART CPP  ($)

AM  (6-­‐10) 124

DAY  (10-­‐3) 111

PM  (3-­‐7) 129

EVENING  (7-­‐12) 62

Media MenuPEOPLEPEOPLE

PERSON RATE  ($)/HOUR

SOCIAL  MEDIA  INTERN 9

GUITARIST/MUSICIAN 9

CAMPUS  REPRESENTATIVE 9

ROGER  THE  MAGICIAN 50

PROMOTION

EVENT TYPE COST  ($)

WELCOME  TO  VANDY SINGLE  BOOTH 275

NASHVILLE  CHRISTMAS  PARADE

MAJOR  SPONSOR 10,000

NASHVILLE  CHRISTMAS  PARADE COMMUNITYSPONSOR 5,000NASHVILLE  CHRISTMAS  PARADE

FRIENDS  OF  SANTA 2,500 16

Page 19: Big Top Candy Shop Media Plan

Media Menu

PRINTPRINTPRINTPRINTPRINTPRINT

MAGAZINE CIRCULATION #  OF  TIMES 1  PG.  RATE  ($) 1/2  PG.  RATE  ($) EXTRA

NASHVILLE  PARENT   36,311 1 2,120 2,060 +COLOR=  450NASHVILLE  PARENT   36,3113 1,275 1,160

+COLOR=  450

NASHVILLE  LIFESTYLES 86,000 1 3,340 3,075NASHVILLE  LIFESTYLES 86,0004 2,325 2,175

NASHVILLE  SCENE 43,671 1 2,805 1,767NASHVILLE  SCENE 43,6716 2,528 1,560

THE  TENNESSEE   547,977 1 16,195 1,689 +COLOR=890THE  TENNESSEE   547,9773 14,576 9,555

+COLOR=890

VANDERBILT  HOUSING  GUIDE 8,000 1 1,900 1,100

THE  BELMONT  VISION 8,0001 500 297

THE  BELMONT  VISION 8,0004 445 259

NEWSPAPER CIRCULATION COL.  INCH  RATE  ($)  1X   COL.  INCH  RATE  ($)  13X

THE  TENNESSEAN

MON-­‐FRI:  104,109 345.39 253.36

THE  TENNESSEAN SAT:  110,092 345.39 361.92THE  TENNESSEAN

SUN:  179,897 409.55

THE  VANDERBILT  HUSTLERREG  ISSUE:  8,000 12.5

THE  VANDERBILT  HUSTLERSPEC.  ISSUE:  10,000 15.5

MOBILEMOBILEMOBILEMOBILE

TYPE LOCATION SIZE COST

INSIDEVANDY.COM  APP BANNER FREE  WITH  WELCOME  TO  NASHVILLE  PACKAGE

NASHVILLE  LIFESTYLES  DIGITAL

BANNER 211  X  239 750/MONTHNASHVILLE  LIFESTYLES  DIGITAL ISLAND 300  X  250 500/MONTH

TVTV

25-­‐54  Demographic25-­‐54  Demographic

DAYPART CPP  ($)

EARLY  MORNING 250

DAYTIME 310

EARLY  FRINGE 357

EARLY  NEWS 375

PRIME  ACCESS 379

PRIME 602

LATE  NEWS 435

LATE  FRINGE 281

17

Page 20: Big Top Candy Shop Media Plan

Media MenuSEARCH  ENGINE  MARKETINGSEARCH  ENGINE  MARKETINGSEARCH  ENGINE  MARKETINGSEARCH  ENGINE  MARKETING

SEARCH  TERMS CPC  ($) Est.  #  of  Monthly  Searches Est.  Monthly  Cost  ($)“candy  nashville” 0.71 1,900 26.98

“chocolate  nashville” 1.39 1,000 27.8“nashville  candy  store” 0.66 320 4.22“nashville  sweets” 1.35 720 19.44“ice  cream  nashville” 1.44 1,300 37.44“desert  nashville” 3.17 720 45.64“hillsboro  deserts” 1.42 8,100 230“vanderbilt  restaurants” 1.37 1,900 52.06

SOCIALSOCIALSOCIALSOCIALSOCIAL

FACEBOOK TYPE COST  ($)/CPM SPECS AUDIENCE  SIZE

VERTICAL  BANNER 0.16 PARENTS  WHO  LIVE  IN  NASHVILLE  AND  LIKE:  COOKING,  VANDERBILT,  HILLSBORO  VILLAGE 69,420

VERTICAL  BANNER 0.08 MALES  AND  FEMALES  AGES  18-­‐24  WHO  LIVE  IN  NASHVILLE  AND  LIKE  VANDERBILT  UNIVERSITY 17,940

ONLINEONLINEONLINEONLINEONLINE

SITE SIZE  (PIXELS) LOCATION  (NAME) UNIQUE  VISITORS RATE  ($)

INSIDEVANDY.COM 728X90 HEADER/FOOTER 45,000 400/MONTHINSIDEVANDY.COM160X600 VERTICAL  SIDE 45,000 400/MONTH

NASHVILLELIFESTYLES.COM211X239 SITE  SPONSOR  HEADER 105,000 1750/MONTH

NASHVILLELIFESTYLES.COM 300X250 VERTICAL  SIDE  ISLAND 105,000 750/MONTHNASHVILLELIFESTYLES.COM160X600 VERTICAL  SIDE  SKYSCRAPER 105,000 750/MONTH

NASHVILLELIFESTYLES.COM

211X239 EMAIL  NEWSLETTER 105,000 2500/MONTH

NASHVILLEPARENT.COM VARIES BANNER  AND  VERTICAL  PACKAGE 36,311 1550/MONTH

THE  CITY  PAPER 728X90 LEADERBOARD 40,000 5500/MONTHTHE  CITY  PAPER300X250 SCOREBOARD 40,000 5500/MONTH

PANDORA 300X250 VERTICAL  SIDE 7/CPM

SPOTIFY 160X600 SKYSCRAPER 8/CPMSPOTIFY728X90 LEADERBOARD 8/CPM

GUERILLA/MISCELLANEOUSGUERILLA/MISCELLANEOUSGUERILLA/MISCELLANEOUS

TYPE AMOUNT PRICE  ($)

CUSTOM  M&M  PACKET 500 895

CUSTOM  STICKERS1000 210

CUSTOM  STICKERS5000 862

30X90  SQ.  FT.  TENT 1 1200

DUNKING  BOOTH 1 200

MOON  BOUNCE 1 225

18

Page 21: Big Top Candy Shop Media Plan

media BUDGETPRINT VEHICLE COST  ($) FREQUENCY PURCHASED  GIs %GIs TOTAL  COST %  OF  BUDGET

NASHVILLE  PARENT  MAGAZINE

1725/FULL  PAGE  COLOR 6.000 217,866 6.278% $10,350 13.800%

BELMONT  VISION 500/SEMESTER 1.000 8,000 0.231% $500.00 0.667%

VANDERBILT  HUSTLER 1575/FULL  PAGE  COLOR  AD 3.000 24,000 0.692% $4,725.00 6.300%

NASHVILLE  SCENE 1767/HALF  PAGE  COLOR  AD 3.000 131,013 3.776% $5,301.00 7.068%

NASHVILLE  LIFESTYLES 3340/SPECIAL  ISSUE  FULL  PAGE  AD

1.000 86,000 2.478% $3,340.00 4.453%

MOBILE VEHICLE COST  ($) FREQUENCY PURCHASED  GIs %GIs TOTAL COST %BUDGET

INSIDEVANDY.COM FREE  WITH  HUSTLER  FULL  PAGE  AD

1.000 45,000 1.297% $0.00 0.000%

NASHVILLE  LIFESTYLES 500/MONTH 1.000 105,000 3.026% $500.00 0.667%

OOH VEHICLE COST  ($) FREQUENCY PURCHASED  GIs %GIs TOTAL  COST %BUDGET

1  PANEL  BULLETIN  BOARD 3200/MONTH 6.4200 1,779,155 51.273% $20,552.00 27.403%

PROMO VEHICLE COST  ($) TOTAL  COST %BUDGET

WELCOME  TO  VANDY  EVENT 275.00 1.000 8,000 0.231% $275.00 0.367%

NASHVILLE  CHRISTMAS  PARADE

5000/EVENT 1.000 100,000 2.882% $5,000.00 6.667%

SEM COST  ($) FREQUENCY PURCHASED  GIs %GIS TOTAL  COST %BUDGET

443.58/MONTH 8.000 127,680 3.677% $3,548.64 4.732%

19

Page 22: Big Top Candy Shop Media Plan

GUERILLA VEHICLE COST  ($) FREQUENCY

PURCHASED  GIs

%GIs TOTAL  COST %  OF  BUDGETCUSTOM  M&MS 1.79/PACKET 1000.000 1000 0.028% $1,790.00 2.387%CUSTOM  STICKERS 210/1000 2.000 2000 0.057% $420.00 0.560%

30  X  90  SQ.  FOOT  TENT 200/HOUR 3.000 $600.00 0.800%DUNKING  BOOTH 66/HOUR 3.000 $200.00 0.267%MOON  BOUNCE 75/HOUR 3.000 $225.00 0.300%FREE  PRODUCT 200 1.000 $200.00 0.267%

PEOPLE TYPE COST  ($) FREQUENCY

TOTAL COST % OF BUDGETMUSICIAN 9/HOUR 195.000 $1,755.00 2.340%SOCIAL  MEDIA  INTERN 9/HOUR 160.000 $1,440.00 1.920%CAMPUS  REPRESENTATIVE 9/HOUR 50.000 $450.00 0.600%ROGER  THE  MAGICIAN 50/HOUR 3.000 $150.00 0.200%

ONLINE VEHICLE COST  ($) FREQUENCY

PURCHASED  GIs

%GIs TOTAL  COST %  OF  BUDGETNASHVILLELIFESTYLES.COM

1750/MONTH 3.500 367,500 10.590% $6,125.00 8.1667%INSIDEVANDY.COM 400/MONTH 2.500 112,500 3.242% $1,000.00 1.333%PANDORA 7/CPM 142,857 4.117% $2,000.00 2.667%SPOTIFY 8/CPM 125,000 3.602% $1,000.00 1.333%

SOCIAL VEHICLE COST  ($) FREQUENCY

PURCHASED  GIs

%GIs TOTAL  COST %  OF  BUDGETFACEBOOK $.24/CPM 87,360 2.518% $700.00 0.933%

media BUDGET

20

MEDIA TOTAL  GIs TOTAL  %  OF  GIs TOTAL  COST %  OF  OVERALL  COSTPRINT 466,879 13.455% $24,216.00 32.288%

MOBILE 150,000 4.323% $500.00 0.667%

OOH 1,779,155 51.273% $20,522.00 27.403%

PROMO 108,000 3.113% $5,275.00 7.034%

SEM 127,680 3.667% $3,548.64 4.732%

GUERILLA 3,000 0.085% $2,210.00 2.947%

ONLINE 747,857 21.551% $10,125 13.4997%

Page 23: Big Top Candy Shop Media Plan

BUDGET BY FLIGHTFLIGHT   TOTAL  

COST MEDIUM COST PERCENTAGE

CONTINUOUS $7,416.64

SEM $3,548.64

9.888%CONTINUOUS $7,416.64 PEOPLE $3,168.00 9.888%CONTINUOUS $7,416.64

SOCIAL $700.00

9.888%

FLIGHT ONE $3242.25GUERILLA $2210.00

4.323%FLIGHT ONE $3242.25OOH $1032.25

4.323%

FLIGHT  TWO $24,822.00

PRINT $5,175.00

33.096%FLIGHT  TWO $24,822.00OOH $11,520.00

33.096%FLIGHT  TWO $24,822.00ONLINE $6,125.00

33.096%FLIGHT  TWO $24,822.00

GUERILLA $2,002.00

33.096%

FLIGHT  THREE $23,251

PROMOTION $275.00

31.001%FLIGHT  THREE $23,251

OOH $8,000.00

31.001%FLIGHT  THREE $23,251PRINT $10,526.00

31.001%FLIGHT  THREE $23,251ONLINE $3,000

31.001%FLIGHT  THREE $23,251

PEOPLE $450.00

31.001%FLIGHT  THREE $23,251

MOBILE $1,000.00

31.001%

FLIGHT  FOUR $13,515.00

PROMOTION $5,000

18.02%FLIGHT  FOUR $13,515.00 PRINT $5,175 18.02%FLIGHT  FOUR $13,515.00

MOBILE $3340.00

18.02%

CONTINGENCY $2,753.11 3.6%

TOTALTOTALTOTAL $75,000 100%

FLIGHT'I'5%'

FLIGHT'II'34%'

FLIGHT'III'32%'

FLIGHT'IV'19%'

CONTINUOUS'10%'

SPENDING  BY  FLIGHT

MEASURABLE:  90%

UNMEASURABLE:  10%

TOTAL  BUDGET:  MEASURABLE  MEDIA

21

Page 24: Big Top Candy Shop Media Plan

CONTINUOUS FLIGHTSearch  Engine  Marketing  (SEM)  is  a  tool  that  Big  Top  will  use  to  keep  in  contact  with  the  target  market  throughout  the  duration  of  the  campaign.  SEM  allows  Big  Top  to  secure  placement  near  the  top  of  Google  searches  for  related  search  terms  like  “Nashville  candy  stores”  and  “Deserts  Hillsboro.”    With  more  than  62%  of  internet  users  clicking  on  links  on  the  Virst  page  of  results  returned  by  Google,  it  is  clear  that  being  near  the  top  makes  a  signiVicant  difference  when  it  comes  to  reaching  consumers.  With  this  idea  in  mind,  we  intend  to  buy  all  search  terms  listed  on  the  media  menu.    

Social  Media  Strategy:  #whatsinyourbagFacebook:  Content  is  centered  around  major  campaigns,  posting  pictures  from  events,  announcing  new  promotions  and  providing  a  forum  for  Big  Top  shoppers  to  discuss  their  experience.Instagram:  Efforts  will  be  tracked  by  #whatsinyourbag.  Customers  who  use  this  hashtag  and  post  a  picture  of  their  bag  from  Big  Top  will  automatically  be  entered  into  the  “Sweet  Tooth  of  the  Month”  contest.  The  winner  will  receive  a  $20  store  gift  card  through  a  free,    third  party  application.Twitter:  The  Nashville  location  will  have  its  own  account,  and  will  be  used  as  a  means  of  reaching  customers  and  monitoring  feedback.  Twitter  offers  the  unique  opportunity  to  respond  quickly  and  directly  to  customer’s  inquiries,  questions  and  general  comments  about  the  service,  products  or  experience  of  Big  Top.  Hashtags  can  be  used  to  track  reach  and  awareness  of  the  campaigns.YouTube:  Feature  short  videos  of  events  held  at  the  store  provide  an  additional  branded  entertainment  medium  for  local  customers.

SEM $3,548.64

PEOPLE $3,168.00

SOCIAL $700.00

TOTAL  CONTINUOUS  MIX:  $7,416.64

47.8%42.7%

 Guitarist:  Big  Top  will  tie  in  Nashville’s  musical  culture  into  its  promotional  events  by  hosting  regular  in-­‐store  musical  performances-­‐  “Under  the  Big  Top”  .  The  guitarist  will  play  Thursday  nights  during  the  Hillsboro  Art  Walk  and  on  weekends  during  peak  after-­‐dinner  desert  hours.  Student  musicians  will  be  encouraged  to  participate  to  gain  exposure  and  build  awareness  for  the  store  at  nearby  universities.  

Search  Engine  Optimization  (SEO):  Big  Top’s  website  and  social  media  posts  will  be  loaded  with  rich  keywords  that  will  promote  a  better  Google  PageRank.  SEO  will  help  ensure  that  when  customers  are  searching  relevant  terms  like  candy  and  desert,  Big  Top  will  be  near  the  top  of  the  list  of  results.  Organic  searches  for  a  brand  or  product  are  key  indicators  of  the  success  of  an  advertising  campaign

CONTINUOUS  FLIGHT:  MEDIA  MIX9.44%

22

Social  Media  Intern:  As  part  of  our  continuous  media  Vlight,  a  social  media  intern  will  be  employed  from  the  Virst  day  of  the  campaign  to  the  last  in  order  to  stay  relevant  in  the  competitive  online  sphere.  The  social  media  intern  will    work  5  hours  a  week  updating  our  Facebook  page,  Instagram,  Twitter  account,  etc.  Local  stores  are  frequently  plagued  by  indelicately  cultivated  online  personas.  Our  social  media  intern  will  ensure  this  is  not  the  case.  

Page 25: Big Top Candy Shop Media Plan

flight one

Out  of  Home:  A  1-­‐panel  billboard  will  be  placed  at  a  nearby  high-­‐trafVic  intersection  (21st  Ave.  South  and  Edgehill  Ave).  The  target  will  be  visible  to  both  our  primary  and  secondary  targets  as  they  make  their  way  around  town  and  to-­‐and-­‐from  campus.  The  billboard  will  be  contracted  starting  at  the  beginning  of  the  Virst  Vlight  on  May  1,  through  the  end  of  the  third  Vlight  in  late  October.  The  circus-­‐themed  billboard  will  introduce  area  visitors  to  the  Big  Top  brand  and  the  #whatsinyourbag  social  media  campaign.  

GUERILLA

OOH

32%

68%

TOTAL  FLIGHT  ONE:  $3242.25

$2,210.00

$1,032.25

FLIGHT  ONE:  MEDIA  MIX

Our  5irst  5light  begins  on  May  1,  ten  days  prior  to  Big  Top’s  grand  opening.  The  goal  is  to  spark  curiosity  among  Nashville  residents  and  draw  attention  to  Big  Top’s  initial  social  media  campaign.  A  heavy  guerilla  marketing  effort  based  around  distributing  packets  of  custom  M&Ms  throughout  the  Hillsboro  Village  area  will  set  the  plan  in  motion.  The  M&M’s  will  have  phrases  including,  but  not  limited  to,  “Big  Top,”  “Bulk  Candy,”  “Circus,”  and  “Local.”  The  Vanderbilt  campus,  as  well  as  surrounding  neighborhoods  will  be  blanketed  in  customized  Big  Top  stickers  with  the  saying,  “What’s  in  your  bag?”  A  billboard  in  the  Hillsboro  Village  area  will  direct  those  walking  and  driving  by  to  the  Big  Top  Facebook  page  where  they  can  take  part  in  the  #whatsinyourbag  social  media  campaign.  The  mission  of  this  5light  is  to  create  an  intense  curiosity  among  local  citizens,  and  by  carefully  implementing  these  communications  tools,  the  arrival  of  Big  Top  will  be  no  surprise.  Residents  of  Nashville  will  be  dying  to  ruin  their  appetite.  

MISSION:  RUIN  THE  APPETITE

23Sources:  OOH-­‐  Lamar  Outdoots,  Custom  M&Ms-­‐  mymms.com,  Stickers-­‐  zazzle.com

BIGTOP

BIGTOP

BIGTOP

BIGTOP

BIGTOP BIG

TOP

BIGTOP

Guerilla:  In  order  to  build  relevant  buzz  among  the  local  community,  customized  packets  of  M&Ms  and  stickers  will  be  spread  throughout  the  area  that  includes  both  the  Belmont  and  Vanderbilt  University  campuses.  Stickers  will  invite  viewers  to  “like”  Big  Top  on  Facebook  in  order  to  prepare  to  take  part  in  the  #whatsinyourbag  social  media  contest.  The  M&M’s  will  have  a  number  of  Big  Top  related  words  and  phrases  printed  on  them  in  order  to  spark  conversations  about  the  upcoming  grand  opening  among  local  residents.

Page 26: Big Top Candy Shop Media Plan

flight TWO

Print:  Nashville  Parent  has  been  the  “go-­‐to”  magazine  for  Central  Tennessee  families  for  nearly  20  years.  The  award-­‐winning  magazine  is  published  every  month  and  covers  a  complete  range  of  parenting  topics  pertaining  to  behavior,  health,  education  and  family  entertainment.  Advertising  in  Nashville  Parent  magazine  reaches  Big  Top’s  primary  target-­‐  mothers  with  children,  and  makes  them  aware  of  the  new  location  in  Hillsboro  Village.  

Grand  Opening  Event:  The  grand  opening  of  Big  Top’s  new  location  will  be  marked  with  a  pop-­‐up  carnival.  A  30x90  square  foot  big  top  tent  will  be  set  up  in  an  adjacent  park  and  will  house  a  number  of  attractions  including  a  moon  bounce,  candy  giveaways  and  a  performance  by  local  legend-­‐  Roger  the  Magician.  The  fun  carnival  event  will  not  only  increase  awareness  among  our  target  audience  (and  their  children)  but  will  engage  the  consumer  in  a  way  traditional  advertising  cannot.  The  success  of  the  grand  opening  will  create  local  buzz  and  begin  establishing  a  loyal  customer  base  right  out  of  the  gate.

PRINT $5,175.00OOH $11,520.00

ONLINE $6,125.00PROMO $2,002.00

TOTAL  FLIGHT  TWO:  $24,822.00

FLIGHT  TWO:  MEDIA  MIX

Online:  Nashvillelifestyles.com  is  the  web  version  of  the  magazine  and  reaches  an  audience  predominantly  composed  of  educated  and  afVluent  30-­‐to-­‐40-­‐year  old  females  looking  to  Vind  out  what  is  trendy  in  Nashville.  SOMA  will  buy  targeted  banner  ads  on  this  site  to  reach  our  target  audience,  stay  at  the  top  of  their  minds  and  further  push  the  #whatsinyourbag  campaign.  

46.41%

24.67%

20.85%

8.065%

Flight  Two  begins  on  May  10,  Big  Top’s  opening  date,  and  will  continue  steadily  through  the  middle  of  the  summer.  The  5light  will  begin  with  a  grand  opening  carnival  event  in  an  adjacent  park,  initiating  an  undoubtedly  strong  relationship  with  the  Nashville  community.    Flight  Two’s  focus  will  be  on  attracting  the  business  of  our  primary  target,  af5luent  mothers  of  young  children.  In  order  to  do  this  several  full-­‐page  advertisements  will  be  taken  out  in  the  Nashville  Parent  Magazine,  a  popular  media  source  amongst  our  local  target.  Big  Top  will  also  become  the  site  sponsor  for  Nashvillelifestyles.com,  the  online  counterpart  to  the  trendy  magazine.  Both  advertisements  will  encourage  readers  to  stop  by  Big  Top  for  dessert  or  to  pick  up  a  treat  for  the  kids  back  home.  The  billboard  bought  during  5light  one  will  remain  in  place  during  5light  two  in  order  to  perpetuate  the  “What’s  in  your  bag?”  social  media  campaign.    The  new  candy  destination  will  instantly  be  a  staple  in  the  local  community,  and  the  entire  city  of  Nashville  will  suddenly  all  have  a  case  of  Sweet  Teeth.  

MISSION:  SWEET  TEETH

24Sources:  Print-­‐SRDS,  Online-­‐NashvilleLifestyles.com  Media  Kit,  OOH-­‐Lamar  Outdoor,  Tent-­‐  Grand  Central  Party  Rental,  Magic  by  Roger-­‐  Gigsalad.com,  

OOH:    SOMA  plans  to  use  a  one-­‐panel  bulletin  board  throughout  several  Vlights  of  the  campaign  because  research  indicates  that  OHH  advertising  brings  in  a  higher  ROI  than  both  TV  and  Print  media.

Page 27: Big Top Candy Shop Media Plan

flight THREE

PROMO $275.00OOH $8,000.00

ONLINE $4,000.00

PRINT $10,526.00

PEOPLE $450.00

FLIGHT  THREE:  MEDIA  MIX

FLIGHT  THREE  TOTAL:  $23,351

Print:  The  Nashville  Scene  is  the  premier  local  publication  for  in-­‐depth  reporting,  lively  arts  coverage  and  the  latest  in  music  and  entertainment.    The  newspaper  reaches  approximately  132,100  readers  a  week  via  a  controlled  circulation  strategy.  Copies  of  the  Scene  are  dropped  off  in  bulk  midweek  to  high  trafVic  sites  and  businesses,  and  redelivered  to  the  most  popular  sites  on  Thursday  and  Friday.  Over  35%  of  the  paper’s  market  lives  in  Davidson  County,  and  the  content  of  the  publication  attracts  readers  from  higher  income  levels.  

Spotify:  Using  Spotify  to  promote  Big  Top  will  support  other  attempts  to  reach  local  college  students.  Spotify  has  over  20  million  active  users,  many  of  whom  are  young,  tech-­‐savvy  adults.  Big  Top’s  banner  ads  will  appear  only  on  the  playlists  of  those  aged  18-­‐24  living  in  Nashville.  Advertising  on  this  site  will  facilitate  awareness  about  the  store  and  its  “Under  the  Big  Top”  musical  events.

34.26%

45.07%

17.13%

1.17% 1.93%

  As  the  heart  of  August  approaches,  a  wave  of  new  faces  will  5lood  the  Hillsboro  Village  neighborhood  and  surrounding  areas  as  Vanderbilt  and  Belmont  University  students  return  for  the  school  year.  This  marks  a  point  of  transition  as  the  campaign  moves  from  its  primary  target  of  local,  af5luent  mothers  to  young  and  eager  college  students.     Advertisements  in  the  Vanderbilt  Hustler,  insidevandy.com,  and  the  Belmont  Vision  will  draw  the  attention  of  the  large  student  crowd  as  they  get  acclimated  to  the  city.  A  full-­‐page  ad  in  the  Vanderbilt  Hustler  grants  Big  Top  access  to  the  “Welcome  to  Nashville”  fair  for  incoming  freshmen  at  Vanderbilt,  as  well  as  a  month  of  free  advertising  on  the  Inside  Vandy  mobile  app.  In  addition,  an  of5icial  campus  rep  will  be  hired  to  help  spread  the  word  in  person.   Big  Top  will  then  increase  brand  awareness  on  more  age  appropriate  media  outlets  in  the  Nashville  area  by  advertising  through  the  Nashville  Scene’s  mobile  app.  Targeted  banner  ads  will  be  bought  on  Spotify  and  Pandora  in  order  to  attract  students  that  use  online  radio  sites.  The  goal  of  5light  three  is  to  spread  awareness  of  the  new  Big  Top  Candy  Shop  to  the  thousands  of  area  college  students  that  come  to  Nashville.  Through  these  various  platforms,  Big  Top  will  be  sure  to  give  the  students  the  sweetest  possible  welcome.  

Pandora:  Banner  advertisements  on  Pandora  will  reach  students  who  prefer  radio-­‐formatted  listening  over  personalized  playlists.  With  over  47  million  active  users,  Pandora  is  the  premier  company  for  reaching  young  people  that  listen  to  music  online.  As  with  Spotify,  the  ads  will  promote  the  location  of  the  new  store  and  encourage  students  to  check  out  the  “Under  the  Big  Top”  musical  events  on  Fridays  and  Saturdays.  

Campus  Rep:  When  college  students  come  back  for  the  fall  semester  in  August,  Big  Top  will  hire  a  campus  representative.  This  student  will  be  paid  to  spread  the  word  about  Big  Top’s  promotions  and  events  around  the  Vanderbilt  and  Belmont  campuses.  In  addition,  an  ofVicial  campus  rep  will  be  given  Vlyers  and  candy  to  hand  out,  and  will  encourage  student  groups  to  host  proVit  shares  and  social  events  at  the  brick  and  mortar  store.  

MISSION:  A  SWEET  INTRODUCTION

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flight THREE

Online:  Insidevandy.com  is  the  highly  popular,  informational  website  catered  speciVically  to    Vanderbilt’s  12,000  students.  Averaging  45,000  unique  visitors  a  month,  the  site  includes  a  wide  variety  of  news,  photos,  and  campus  event  information.  Insidevandy  .com  also  provides  a  direct  link  to  the  Vanderbilt  Hustler,  another  media  vehicle  employed  for  this  campaign.  

Print:  The  Vanderbilt  Hustler  is  the  ofVicial  student  newspaper  of  Vanderbilt  University.  The  newspaper  is  published  three  times  weekly  and  is  frequently  updated  online,  providing  campus  news  about  sports,  entertainment  events  and  calendar  information.  Vanderbilt  University  is  across  the  street  from  the  future  Big  Top  Candy  Shop  location  and  the  school’s  newspaper  will  therefore  be  an  imperative  medium  in  order  to  attract  attention  from  college  students  and  drive  purchases  from  potential  consumers  in  our  secondary  target  market.  

Print:  Belmont  Vision  is  a  student-­‐organized  online  and  print  newspaper  for  Belmont  University.  During  the  regular  school  year,  a  print  edition  of  current  campus  news  is  published  each  semester.  Considering  Belmont,  much  like  Vanderbilt,  is  adjacent  to  the  future  location  of  Big  Top  and  will  be  frequented  by  many  college  students,  promotional  advertisements  in  the  Belmont  Vision  would  be  an  adequate  way  to  promote  the  store’s  proximity  and  special  events  to  the  secondary  target.  

Next Stop Candy Shop; Austin Treatery Comes to Hillsboro

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flight FOUR

PROMO $5,000.00

PRINT $5,175.00

MOBILE $3,340.00

FLIGHT  FOUR  TOTAL:  $13,515.00

FLIGHT  FOUR:  MEDIA  MIX

Print:  Nashville  Lifestyles  is  a  fashionable  monthly  magazine  that  offers  lists  of  restaurants,  events  and  entertainment  in  the  Central  Tennessee  area.  The  magazine  is  distributed  through  paid  and  veriVied  subscriptions  with  single  copy  offers  at  newsstands.  With  52%  of  the  magazine’s  readership  consisting  of  households  with  an  average  income  of  $100,000+  and  63%  of  readership  made  up  of  people  who  own  homes  valued  at  $300,000+,  the  publication  offers  an  excellent  opportunity  to  reach  our  target  consumers  with  disposable  income.  

36.99%

38.29%

24.71%

               As  stated  in  a  2012  Mintel  report  on  non-­‐chocolate  confectionary,  specialty  stores  have  an  opportunity  for  signi5icant  increases  in  sales  by  associating  candy  with  a  speci5ic  holiday  or  event.  With  this  in  mind,  5light  four’s  focus  will  be  on  making  Big  Top  Nashville’s  go-­‐to  stop  for  all  Christmas  related  candy.  To  make  this  a  reality,  the  media  buys  will  again  shift  back  to  the  primary  target  of  af5luent  mothers  of  young  children.     Big  Top  will  be  a  community  sponsor  of  the  ever-­‐popular  Nashville  Christmas  parade,  and  the  augmented  slogan,  “What’s  in  your  stocking?”  will  appear  on  a  massive  balloon  overlooking  the  event.  A  full-­‐page,  color  advertisement  will  be  taken  out  in  Nashville  Lifestyle’s  special  Christmas  Issue  and  Big  Top’s  name  will  again  appear  in  the  Nashville  Parents  Magazine.  Both  ads  will  promote  Big  Top  as  “Holiday  Candy  Central,”  and  the  tagline  will  of  course  switch  to,  “What’s  in  your  stocking?”

Event:  At  the  end  of  December  Big  Top  will  sponsor  the  Nashville  Christmas  Parade.  For  $5000  the  Big  Top  name  will  be  displayed  on  a  Helium  Balloon,  as  well  as  on  all  promotional  materials  including  newspapers,  billboards,  and  recognition  on  all  brochures,  Vlyers,  and  invitations.  We  will  also  be  mentioned  as  a  sponsor  in  all  press  releases  and  be  promoted  on  Christmas  Parade  web  site.  This  parade  will  be  overVlowing  with  our  target  audience,  as  more  than  100,000  spectators  and  families  from  throughout  the  middle  Tennessee  region  will  attend  the  event  looking  to  entertain  their  children  and  have  a  good  time.  

MISSION:  STUFF  THOSE  STOCKINGS

27

Print:  We  will  place  Big  Top  ads  in  Nashville  Parent  Magazine  to  maintain  a  presence  during  the  holiday  season  and  remind  our  target  where  they  can  Vind  their  holiday-­‐themed  treats.  Approximately  86%  of  adults  18+  in  Mintel’s  database  indicated  that  they  purchase  candy  to  mark  holiday  occasions.  Seasonally  packaged  candy  generates  the  highest  percentage  of  purchase  among  all  age  groups.  

Sources:  Mintel:  Seasonal  Chocolate,  Parade-­‐  nashvillechristmasparade.com,  Print-­‐  SRDS/nashvillelifestyles.com

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media flowchart

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3.  Partner  with  local  philanthropic  organizations  to  help  support  local  charity  initiatives,  speciZically  with  nearby  Vanderbilt  Children’s  Hospital.  Working  with  a  philanthropy  will  not  only  help  support  the  community,  but  will  foster  feelings  of  goodwill  towards  the  Big  Top  brand.    

Going forward

29

4.  Continue  to  build  and  maintain  a  social  media  presence  as  a  means  to  consistently  engage  with  consumers  and  build  brand  identity.  

1.  Continue  to  connect  to  the  target  audience  through  guerilla  marketing  efforts  during  local  social  and  cultural  events.  Continue  to  spread  the  word  about  the  weekly  “Under  the  Big  Top”  musical  performances  and  build  this  into  a  more  sustainable  event.  

2.  Maintain  a  relationship  with  local  university  students  by  involving  them  in  promotional  campaigns  and  providing  opportunities  for  marketing  and  social  media  internships  in  order  to  integrate  into  the  local  educational  community.

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so what?

30

SOMA  Advertising  knows  exactly  what  it  takes  to  make  Big  Top’s  move  to  Nashville  a  resounding  success.  Reaching  the  carefully  deGined  target  market,  properly  allocating  Ginances  and  serving  the  Nashville  community  will  launch  the  store  into  a  bright  future.  With  SOMA  Advertising,  it’s  in  the  bag.