March-December 2012

Seattle, Washington

Polkadots

Table of Contents

Meet The TeamStatement of Campaign ScopeExecutive SummaryDefine The BrandMeet The CompetitionDefine The Target MarketSituation Synopsis and AnalysisUnderstand The LocationMedia VisionObjectivesExplore The OptionsBudgetMedia StrategyRecommendationsFlowchartIn Conclusion...

12346810161819202224293033

Media Inc.

Jarrett K. Houston

Favorite Cupcake:Red Velvet

Kacie Heil

Favorite Cupcake:Boston Cream Pie

Kelsey Hawkins

Favorite Cupcake:Banana Nutella

ChanningAlexander

Favorite Cupcake:Red Velvet

Rachel Cook

Favorite Cupcake:Vanilla Vanilla

Lily Lin

Favorite Cupcake:Tuxedo

1

From March to December 2012, Polkadots hopes to spread awareness in the Seattle community. A bud-get of $75,000 will be allocated across multiple me-dia platforms in order to attract new consumers and develop brand loyalty over time.

Over the course of 10 months, appropriate media combinations and strategies will help the company to reach minimum traffic, special order and aware-ness goals.

Statement of Campaign Scope

2

Polkadots will use various media classes to reach a target market that includes college students, both male and female, ages 18 to 24. The new store is located minutes away from The University of Washington campus and all media efforts will be placed locally to ensure the target market is reached with enough depth to make an impact and achieve measurable results. The climate of Seattle will also have an impact on the creative direction of advertisements to avoid redundancy, as well as attract traffic during colder seasons.

The new store will have two main competitors: Trophy Cupcakes and Party and Cupcake Royale. Trophy will pose the greatest threat to the company due to its location within the same shopping center. Polkadots will emphasize its lower prices, greater attention to taste (over solely presentation) and experienced design team to stand out from the competition. Media Inc. recommends that Polkadots expands its menu to offer coffee products to capitalize on Seattle consumers’ frequent java consumption. All six media classes (Print, Out of Home, Guerilla Marketing, Facebook, SEM, and Direct Mail) will be directed towards these coffee drinkers in hopes of gaining their interest and loyalty to the marriage of coffee and cup-cakes.

Due to a limited budget that will need to extend across a 10 month campaign, the media strategy aims for frequency rather than reach. The target audience thrives on multitasking and will consequently require more exposure to Polkadots in order to build brand loyalty. Thus, a high number of inserts within inexpensive classes such as direct mailing and Facebook advertising will be used. The greatest portion of the $75,000 budget will be allocated towards search engine marketing to cap-ture all consumers seeking pastries and/or customized desserts. Additionally, 10 percent of the budget will allow the company to participate in three events, all of which can be repeated in the future. Media Inc. suggests that Polkadots uses a pulsed pattern, using SEM continously with four 30-day flights. These five flights will eliminate missed opportunities to reach consumers during all of the campaign while simultaneously utilizing heavy-up periods to increase traffic and encourage repeat purchases.

The following research and insight strongly support that our strategies most efficiently reach the target market that will launch Polkadots’s new store into success. With these guidelines, Media Inc. can assure that Polkadots will exceed its goals as it prepares for future growth.

Executive Summary

3

Polkadots offers a menu of various pre-made cupcake and cookie flavors in addition to custom orders for special events and weddings.

In-store cupcakes are priced at $2.75 each and are discounted to $2 during the daily happy hour. Custom cupcakes, cookies and cakes are priced on an individual basis.

The new store will be in the University Village shopping center, located at 2623 NE University Village,Seattle, WA, 98105.

Twitter followers occasionally receive special offers. The brand also updates current Twitter, Facebook, and Flickr accounts.

Product

Price

Place

Promotions

Brand Profile

4twitter.com/polkadotsatx

More Things

Cupcakes

Cakes

Cookies

• Daily Flavors: Vanilla Vanilla, Strawberry Shortcake, Red Velvet, Vanilla Chocolate Chip, Triple Chocolate

• Additional flavors rotate each day of the week• Custom orders available

• Custom orders for events (i.e. weddings, parties, graduations)• Wedding cakes with one-on-one consultation

• Custom hand-made cookies for events• Select options available in-store

Product Profile

5polkadotscupcakefactory.comtwitter.com/polkadotsatx

• Located in the same shopping center as Polkadots• 33,000 “likes” on Facebook • 7,974 followers on Twitter• Custom cupcakes and special event/wedding cakes• Customer reviews suggest the cupcakes “place more

emphasis on appearance than taste”• Lead designer appeared on the Martha Stewart Show

in 2008• $3.50 per cupcake ($.75 more than Polkadots)

• Closest location is 4.3 miles from Polkadots. There are five locations in Seattle.

• “Daily deals” are $3 per cupcake ($.25 more than Polkadots) • Custom cupcakes• No special event cakes/wedding cakes• 22,750 “likes” on Facebook• 7,637 followers on Twitter

Competitor Profiles

6twitter.com/trophycupcakestrophycupcakes.comtwitter.com/polkadotsatxcupcakeroyale.com

1Retail chains, such as Starbucks,

have expanded their menu to cupcakes and scones. Consum-ers that drink coffee on a daily basis may choose to purchase their dessert items at the same location for convenience.

2Two other stores in the University Vil-

lage shopping mall, Tokyo Sweets and The Confectionary, offer different types of des-serts such as candy and ice cream. These will attract consumers that are not looking for cake products in particular.

PolkadotsTrophy

Royale

Other Noteworthy Competition

7uvillage.comgoogle.com/maps

Target Market• The new store will be located down the street from the University of-

Washington. Therefore, this zip-code is highly populated with college students, ages 18-24.

• These students are early adopters. They value social activities at all times in the day, stay up to date on alternative music trends and are fairly liberal in their political views.

• College students frequently purchase coffee, especially at peak times such as finals’ week, the winter season, and early mornings before class.

• The target market resides in on-campus dormitories, off-campus apart-ments or modest homes in the suburbs.

• As they attend school, they have little income; however, many have part-time jobs and frequently receive financial means from their parents.

8Nielsen, 2011PRIZM, 2011

Residents of the Pacific West region spend the most time watching videos on the Internet. On average, the A18-24 audience spends the most time watching video on a traditional television, followed by devices such as DVRs, streaming video from the Web and down-loading video onto mobile devices. Additionally, this age group is infamous for its reliance on multitasking. Most frequently, college students are using social net-working while performing other tasks.

At 8 a.m, almost all college students viewing TV are doing another activity. At noon and primetime, the number decreases to 80 and 70 percent respectively.

9Nielsen, 2011

24Hrs/Week

Spent Watching Television

PRIZM, 2011 MRI, 2010

Here’s The Situation...Strengths

1. Consumer satisfaction with the product quality

2. An exisiting social media platform3. An educated and experienced staff

4. Unique Selling Points5. Small business practices allow for

increased personal relationships with consumers.

6. Located in an outdoor shopping mall

Weaknesses

1. Society’s increased value of health and fitness

2. Shorter business hours than competitors

3. Financial disadvantage: Small advertising budget and below-average

credit rating4. Necessity to aquire bulk purchases

5. Inconsistent menu selection

10Reference USA, 2011

Here’s The Situation...

Threats

1. Direct competitors (i.e. Trophy and Cupcake Royale)

2. Indirect competitors (mainstream restaurants and chain

retailers) 3. Current state of the economy

4. Necessity to respond to increased “green” demands

Opportunities

1.Partnership opportunities (with coffee retailers and/or event planning companies)

2. Attract consumers that are dis-satisfied with the competition

3. Increased traffic from limited-time-only menu items

4. Gluten-free market (vertical expansion)

11Polkadotscupcakefactory.comEncyclopedia of Emerging Industries

...A Closer LookStrengths:

The company continuously updates Facebook, Twitter, Blogger, and Flickr accounts in addition to the main store site. Online pictures of the desserts will serve as a virtual portfolio that is key to persuading consumers to choose Polkadots when placing custom orders.

Olga, part owner and head cake designer, attended the California School of Culinary Arts in Pasadena. Head designer and baker, Julia, completed The French Pastry School L’ Art Du Gateau program as she studied under internationally renowned chefs. This experience will be invaluable during employee train-ing.

The company has unique selling points that will give Polkadots a competitve edge: These include the daily “happy hour” that allows consumers to purchase cupcakes for $2 each, an “Almost Baker’s Dozen Discount” punch card that encourages repeat purchases, a wide range of products and flavors, and options that are free of eggs, dairy and gluten. Lastly, they have comparable and often lower prices than their competitors.

Because the company does not have a large following in its new location, employees will be able to develop personal relationships with consumers. As these relationships evolve, Polkadots will stimulate repeat pur-chasing and loyalty to the brand.

The Seattle store will operate in a shopping environment in which spontaneous purchasing thrives. Malls generate high traffic, including consumers that shop for leisure. Thus, consumers are likely to purchase individual cupcakes in addition to consumers with plans for custom orders and specialty cakes.

12Polkadotscupcakefactory.com

uvillage.com

...A Closer LookWeaknesses:

Today’s society values health and fitness more than past generations. More than a third (36 percent) of adults report that nutrition considerations have an impact on what they order. In hopes of beating the obesity epidemic, many limit consumption of sweets. This will present a challenge for Polkadots in attracting the everyday shop-per, as opposed to consumers that purchase special event and custom design cakes.

Polkadots is open 3.5 hours less than Trophy Cupcakes and Party each day and isn’t open on Sundays; the latter simply narrows their availability. Trophy Cupcakes and Party already have the upper hand, allowing them to attract more consumers each day. Additionally, the competitor will acquire 100 percent of the market share on Sundays.

The new store also lacks a financial advantage to its competitors, receiving a “C” credit rating score, which in-cludes the ability to pay back loans, number of employees, years in business, industry stability, bill paying his-tory and government data. Trophy Cupcakes and Party received a B rating. Also noteworthy, the competitor allocates $40,000 to $60,000 more on advertising than Polkadots, a major disadvantage as the company attempts to increase traffic with new consumers as well as clientele from competing brands.

Polkadots’s goal to earn an average of $15 (or 4+ cupcakes) from each over-the-counter purchase limits the target market to groups of consumers or individuals that plan to buy in bulk.

The company’s continuously changing menu presents a challenge due to its inability to offer every product on any given day. Additionally, the potential for seasonal menu items presents a similar weakness as consumers cannot purchase certain flavors throughout the entire year.

13uvillage.comMintel, 2011 Lexis Nexis, 2011Business Wire

Yelp.com, 2011

Polkadotscupcakefactory.com

Opportunities:

The city of Seattle presents a new demographic that has the potential to help Polkadots thrive. The city is infamous for its local coffee shop scene and respectable sources suggest coffee can enhance the taste of desserts. The journal even remarks, “adding dessert-coffee pairings [to a menu] could increase sales.” This correlation provides partnership opportunities with local or national coffee providers. For example, Se-attle’s Best Coffee Company recently made efforts to implement a “new store-within-a-store coffee bar” de-signed to fit within “retail locations.” By introducing this product category to Polkadots, the business will be able to expand their target market and essentially increase breadth amongst the Seattle community.

Consumers on Yelp report that Trophy Cupcakes and Party’s products place more emphasis on presentation than taste, offering an opportunity for offensive advertisements to attract a dissatisfied market.

Perhaps one of the greatest opportunities in the food industry is the release of seasonal menu items. Popu-lar products such as the Starbucks Pumpkin Spice Latte or McDonald’s Mc Rib have provided tremendous increases in consumer traffic and increased brand advocacy. Polkadots has an opportunity to introduce its own limited-time-only product that encourages consumers to return to the store the next time it becomes available to the public (i.e. next holiday season, next summer, etc).

Additionally, gluten-free options on the menu present an opportunity to vertically expand the target mar-ket. Mintel reports that “gluten-free sensitivity” is on horizon and corresponding menu items are “prolifer-ating as a result.”

14 Business Wire, 2011

Threats:

The biggest threat to the success of Polkadots will be its fierce competition. Visit the competitor profiles on Page 6 for more information.

The sales growth rate of desserts is expected to slow to 4.2 percent, down from 7.1 percent in 2010. Therefore, con-sumers are likely to incorporate conservative spending into their lifestyle. Polkadots will need to respond by in-creasing their offerings and using special promotions or displays to lure in consumers. The most successful cup-cake companies are those that market their stores as a destination rather than an afterthought.

As a part of the green movement, many consumers look for packaging that is environmentally responsible and does not involve excessive waste. If Polkadots wants to attract ‘green’ consumers, they will need to adjust their products and packaging to be more environmentally friendly.

Encyclopedia of Emerging IndustriesMintel, 2011 15Business Wire, 2011

Geographic Profile

Size

Lifestyle

Available Media

DirectMarketing

Internet

Newspaper

Other Print

Radio

T.V.

Access to 308,516 households.

All websites, SEM and SEO available

in Seattle

The Seattle Times, Seattlepi.com, Cross-cut.com, The Daily

Seattle Magazine (local) and all national

publications

Available through traditional broadcasting

and internet radio stations

All major networks have affiliates in

Seattle.

• Includes outdoor activities, technological advances, coffee consump-tion, and a prevalent music scene.

• Seattle has 10 times more coffee shops per 100,000 residents than the United States has overall.

• The city is home to 612,000 residents, representing .183 percent of the nation’s population.

• The 98105 zip code represents 7% of Seattle’s population.

16US Govt Census Data, 2011

SRDS, 2011

• University Village is an upscale shopping center that attracts mainly college students and middle to upper-class families due to its proximity to the University of Washington.

• Located just 1.2 miles from the center of the university.

• A range of terrains including mountains, forests, lakes and hills.• There are no local barriers (i.e. mountains, rivers) to threaten

the trade area for the new store.

• Fairly moderate with temperatures ranging from 25 to 75 degrees Farenheit.

• Known for its gray skies and continuous rainfall.• Experiences all four seasons. Will need to adjust the media plan

accordingly. (October and June experience the largest changes)

• 15 miles• Due to a lack of physical barriers, location within a shopping

landmark, proximity to the target market, and average commute time of 15 miles.

Climate

Terrain

Store Location

Est. Trade Area

17Seattle.gov, 2011PRIZM, 2011

Media VisionPolkadots will thrive in its new location if it takes advantage of Seattle’s large number of coffee drinkers. In addition to an expanded menu and efforts to create a cafè-like seating area, the com-pany will need to aim all media efforts towards this group of consumers.

When do coffee drinkers get their first cup of the day? How do these consumers choose a brand of coffee? How many times do they purchase coffee each day? Do they purchase more coffee during certain seasons of the year?

By simply adding coffee to the polkadots menu, a ubiquitous target consumer is within the brand’s reach. The following media options and recom-mendations prioritize the need to create awareness about Polkadots among coffee drinkers.

18

Objectives

• Minimum in-store traffic count of 2,000

• Minimum of 75 spe-cialty orders

Six Months

• Average in-store OTC check of $15/visitor

Twelve Months

• Sustain a regular aver-age traffic count of 250 per weekend

• Sustain a regular aver-age traffic count of 75 per weekday

• After first month, min-imum of 125 specialty orders per month

First Month Advertising Objectives

• Achieve 60% aware-ness of brand name

• Achieve 45% aware-ness of the new loca-tion and its quality product offerings

• To support 3 major building events, one of which is a long term tool1.Traffic will be

achieved through direct mail, Facebook ads, and t-shirt handouts.

2.Specialty items will be ordered through the use of out-of-home ads.

1.Awareness of the brand name, location and prod-ucts will be achieved through all six media classes. 2.Polkadots will partici-pate in three events spread across the ten months, one of which can be repeated every semester. 19

1. Average OTC check amount will increase by altering creative messages on Facebook and Direct Mail.

1.All six media classes will aim to increase traf-fic. Print ads will be a key tool for weekday traffic and events will encourage weekend traffic. 2. Guerilla efforts will be essential to the special order goal. Additionally, other mediums will alter the ad copy.

Radio  (CPP)18-­‐49 25-­‐49

A M W A M WAM  Drive 289 267 316 274 250 302Daytime 261 244 280 254 240 269PM  Drive 295 276 321 285 261 318Evening 144 136 156 156 140 178

OOHType Inserts 18+    Pop  (000) Cost/Insert 4  Week  Rate  Total CPM Impressions

Permanent  Bulletin 1 2,178.85 $12,000 $12,000 $24.10 498,240Poster 5 2,178.85 $1,150 $5,750 $6.56 876,300Junior  Poster 20 2,178.85 $250 $5,000 $3.39 2,465,360

20

Can We Take Your Order?

Lamar.com, 2011Clear Channel Outdoor, 2011SQAD, 2007

Facebook, 2011Google, 2011Seattleprintshop.com

Television  (CPP)18+ 18-­‐34

A M W A M WEarly  Morning 264 379 208 622 658 410DayTime 232 N/A 173 339 N/A 250Early  Fringe 264 288 245 418 470 316Earling  News 337 344 328 704 488 375Prime  Acess 361 362 326 502 501 442Primetime 688 742 617 644 1142 746Late  News 417 464 380 898 615 475Late  Fringe 318 356 294 345 453 371

Television  (CPM)18+ 18-­‐34

A M W A M WEarly  Morning 7.28 23.12 12.12 63.84 133.95 84.86DayTime 6.4 N/A 10.08 34.79 N/A 51.75Early  Fringe 7.28 17.57 14.28 42.9 95.68 65.41Earling  News 9.3 20.99 19.12 72.25 99.35 77.62Prime  Acess 9.96 22.09 19 51.52 101.99 91.49Primetime 18.98 45.27 35.96 66.1 232.49 154.41Late  News 11.5 28.31 22.15 92.17 125.2 98.32Late  Fringe 8.77 21.86 17.54 35.41 92.22 76.31

NewspaperPublication M-­‐F  per  Col  inch* M-­‐F  Circ M-­‐F  CPM 1  Pg  Insert  CPM Sun.  per  Col  Inch Sunday  CircThe  Daily $20.00 70,000                               $0.29 $50.00 N/A N/A

The  Seattle  Times $425.60 253,742                           $1.68 N/A $539.60 346,991                *Discounted  to  $10  for  purchasing  500  column  inches

21dailyuw.com, 2011 SQAD, 2007 SRDS, 2011

What Will You Spend?

Total $75,000 100%

SEM/SEOPrintFacebookOut Of HomeDirect MailGuerilla MarketingContingency

$20,000$12,200$12,000$11,250$10,000$7,500$2,050

26.7%16.3%16.0%15.0%13.0%10.0%2.7%

22

Out Of HomePrintDirect MailFacebookGuerilla MarketingSEM

3,583,196436,00067,98720,28012,58011,511

What Will You Earn?

23

Total 4,131,554 Impressions 100%

86.7%10.5%1.65%0.49%0.3%0.28%

Flight One: March 2012 Spring Into Flavor!

Print: Polkadots will place 12 advertisements in The Daily, the university’s student news-paper. The ads will run on Mondays, Wednesdays and Fridays (the day that The Daily places emphasis on its food sec-tion). Three ads each week will help build traffic for the store’s opening month. Each ad will be 30 column inches, resulting in a total of $3,600 for this flight. In order to further increase breadth, Polkadots will purchase 50,000 inserts in The Daily over the course of the month. Impressions: 218,000

Representing the flight with the most weight, “Spring Into

Flavor” will aim to spread awareness and attract traf-fic as the new store prepares to open. This flight will also target consumers seeking to-purchase specialty cakes/cup-cakes in order to reach the one-month marketing goal.

Out Of Home: In this flight, the brand will be printed on seven Junior Posters and three full-sized posters throughout the campus and surrounding city. The creative message in these ads will aim to increase special orders and create “windshield moments” for consumers with upcoming events. Ad-ditionally, they will add breadth to the campaign.Impressions: 1,383,656

Direct MailThis medium is the most essential to reaching the one-month market-ing goals. Polkadots will send mail to consumers on the “College Student” list in hopes of increasing traffic. At a rate of $217 CPM, the company will spend $5,000 in this flight. Impressions: 23,041

FacebookCollege students visit Facebook an average of 10-30 times each day. The site will allow Polkadots to set its own daily budget. Thus, we recommend Polkdots spends $100/day, or $0.59/click in order to increase awareness in its opening month. 169 clicks each day, Hundreds more exposures

Total GI’s: 1,630,231+Guerilla MarketingPolkadots will hand out free t-shirts to college students on campus during the first week of March. The shirts will be worn by the students throughout an extended period of time, adding frequency to the cam-paign. The company will purchase 464 units priced at $4.95 each from SeattlePrintShop.com.Impressions: 464 (+additional long-term exposure)

Flight Two: June 2012Creating A Lifetime of Bliss

This flight will carry the least weight because many college students return to their home-

towns for the summer. Additionally, consumers are less likely to purchase coffee in hot cli-

mates. Thus, Polkadots will use this flight to atttract purchasers of wedding cakes, specialty event cakes and spontaneous shoppers. There-fore, the target market slightly changes during this period of the year. This flight will focus

on meeting the six-month goals.

FacebookJust like the first flight, Polkadots will maintain its budget of $100/day to increase awareness and encourage repeat purchases. The copy will alter in order to attract consumers wish-ing to purchase more than one cup-cake at a time. 169 clicks each day, Hundreds more exposures

Total GI’s: 50,035+

Guerilla MarketingIn order to reach this new target market, Polkadots will purchase a 5 X 10 foot table at the Seattle Wedding Show for $950. With over one-third of the attendees (3,000) registered as engaged women, this medium will be the key source for expanding reach in the Seattle area. This will also help the com-pany to reach the six-month goal. Impressions: 10,000+

Direct MailPolkadots will send mail to consum-ers on the “In Style Women” list in hopes of increasing specialty orders, especially wedding cakes. The main goal of this medium is to increase breadth among a new target group during this flight. At a rate of $71.50 CPM, the company will spend $2,500 in this flight. Impressions: 34,965

25Seattle Wedding Show, 2011

Flight Three: September 2012 A Fresh Start “A Fresh Start” carries the

second heaviest weight. The media used during this

month will target college students as they return to school. Additionally, this

flight will serve to remind students about the Pol-

kadots brand as the weather gets colder and people begin

to drink more coffee.

Print: Print ads are essential to this flight due to the return of college students to school. School spirit is at an all time high during the first month of school, and subsequently results in high reader-ship of The Daily. The ads will run on Mondays, Wednesdays and Fridays each week. Each ad will be 30 column inches, resulting in a total of 12 ads for $3,600. Polkadots will also include 50,000 in-serts in The Daily throughout this flight.

Impressions: 218,000

FacebookThis flight will maintain a budget of $100/day, or $0.59/click to increase frequency among the target group. The copy will change to target the core consumer group, as well as make new announcements related to dis-counts, events, etc. It will also reflect the temperature changes in its cre-ative strategy. 169 clicks each day, Hundreds more exposures

Out Of Home: In this flight, the brand will be printed on 15 junior posters through-out the campus and surrounding city. The increased number of inser-tions will be essential because there are more students on campus during this time period. At $250/Jr. Poster, $3,750 will be spent on OOH. Impressions: 1,849,020

Guerilla MarketingThis flight will include two different types of gue-rilla marketing. First, Polkadots will hire three, on-campus students as brand ambassadors. At $50/week, each of these students will spend five hours weekly handing out flyers, extra t-shirts, etc. The students will also tweet/facebook about the brand. Secondly, Polkadots will give 100 cupcakes to each of the 17 sororities on bid day to be distributed to new students and their parents. ̀ This event will have long-term in-fluence as it expands both reach and frequency with every additional bid day (once a semester).

Impressions: 1,700+

Total GI’s: 2,073,790+

Flight Four: December 2012 The Frosting On TopThe fourth flight will use specific mediums to target coffee drink-ers during the colder seasons. Additionally, Polkadots will need a

creative message to stim-ulate special orders for holiday events. The fol-lowing strategies will al-low the company to meet

its 12 month goals.

FacebookThe same daily budget will be used. Utiliza-tion of Facebook will be crucial during winter break for students. The creative message will reflect temperature changes and create new announcements. This medium will actively encourage repeat purchases through high fre-quency to reach the 12-month goals. 169 clicks each day, Hundreds more exposures

Direct MailPolkadots will send out another “batch” of mail, this time using a separate list of col-lege students. The company will purchase the “American Student” list in hopes of in-creasing new traffic and stimulating repeat purchases. At a rate of $272 CPM, the com-pany will spend $2,500 in this flight. Impressions: 9,981

Guerilla MarketingIn this flight, Polkadots will need to take advantage of revenue from business par-ties, individual parties, etc. To capitalize on holiday spirit, Polkadots will partici-pate in University Village’s annual event, ‘Holidate.’ Participating store purchases are discounted at 20 percent for those who buy event tickets. Based on previous years, Media Inc. will allocate $250 dollars to ac-commodate for 416 participants.Impressions: 416

Out Of HomePolkadots will purchase two regular-ly-sized posters that will be displayed throughout the entire month in locations surrounding the campus. The creative message adjust to the cold climate to at-tract coffee-drinkers. These large adver-tisements will serve as reminders to fur-ther increase frequency among the target audience. At $1,150 per poster, the com-pany will spend $2,300 on OOH. Impressions: 350,520

Total GI’s: 365,981+

27

Flight Five: Mar-Dec 2012 Continuous

Cupcakes Seattle

The final flight will continue throughout the entire campaign. Over these 10 months, $20,000 will allow Polkadots to prioritize its brand name above local competitors in utilizing search engine market-ing. With a $74 per day budget, the company will receive 38.37 clicks a day and thousands of exposures among consumers searching for desserts in Seattle. The company will purchase the following keywords, resulting in an average cost of $3.55/click.

The keywords will be analyzed and refreshed on a regular basis to make sure the underperform-ing keywords are deleted. Keyword matching op-tions will be implemented to improve targeting and overall account performance. Daily bid management will help maintain the consumer’s ability to find the brand and ensure only the keywords with higher conversion rates are used. With the aid of Google Analytics, Polkadots will be able to receive measur-able results.

Impressions: 12,217

SEMKeyword CPC

Cupcakes  in  Seattle $1.67Seattle  Pastry $7.79Cookie  Delivery $1.80Seattle  Delivery $2.95Event  Catering $3.01Seattle  Catering $4.09Avg  CPC $3.55

28 Google AdwordsGoogle Traffic Estimator

1Media Inc. recom-mends allocating

27.7% of the budget into the opening flight to increase frequency and stimulate initial and repeat purchases among the target audi-ence. This flight will carry the most weight.

2According to Google Insights for

Search, interest for ‘wedding cakes’ spikes during the month of July. Therefore, par-ticipation in the Se-attle Wedding Show is the perfect opportunity to interact with pro-spective customers and stimulate specialty or-ders.

3During the third flight, students

will return to cam-pus for the fall semes-ter. This flight will carry the second most weight, utilizing the core media vision to target coffee drinkers as temperatures drop.

4The fourth flight seeks to increase

the amount of cof-fee drinkers who visit Polkadots. Further-more, with the holiday season quickly ap-proaching, Polkadots has the opportunity to benefit from specialty orders and seasonal events.

29

Recommendations What will each flight

do for the brand?

Google Insights

FlowChart

30

31

Strategically planned marketing efforts targeted to students at the University of Washington will allow Polkadots to establish an effective presence at its new location. All six media classes will work together to optimize the overall

reach and frequency for this campaign.

Media Inc. believes our techniques and strategies are best designed to help execute your company’s goals.

With that said, let’s start cooking.

Media Inc.info@mediainc.com

33