treehouse media planbook
TRANSCRIPT
-
Media PlanbookBoulder, Colorado
Presented By:Jack's Beanstalk
-
TAble of contentsMeet Jack's BeanstalkCampaign scopeexecutive summarySituation synopsis brand and product profile target market profile geographic profile competitive profileMedia menumedia visionMedia objectivesMedia FlightsMedia mixMedia budgetflow chart/scheduleLooking forward
12345679
1011121314232425
-
Meet Jack's beanstalk
Whatarewe?Well,besidesthefactthatweareyouthfulandfinanciallystrugglingindividualslookingtomakeabuck,weareJacksBeanstalk,andwebelieveinthefunda-mentaltruththatwithenoughperseverance,dreamscanbecomeareality.
Doesthatsoundcorny?Maybealittle,butweknowthatbrandsarenotmadeovernight.Theyarentbuiltfrommagicwandsorbysavingaprincess.Brandsarebuiltthroughhardwork,grownthroughtillingandsweatingandlaughingandcryingandscreaming.Oh,andteamworktoo.Youhavetobepassionate,youhavetoberesilient,andmostofall,youhavetobewillingtogofurther.Totakerisks.Totakethatextrastep.
Thatisourspecialty.Wecomefromavarietyofbackgroundsinagencywork:creativeandmedia,digitalandtraditional,evenpublicrelations,whichhasgivenusallthetoolsintheshed.Notonlydoweworkforabrandsgrowth,butwefightforit.Surewemaybestandingontheshouldersofgiants,butthatsbecausetheirreachcanonlygosofar.
WeareJacksBeanstalk,andwemaynotbethelargest,butwearethemostclever,andwhatmostchildhoodstorieswilltellyou,itisalwaysthewitsthatoutshinethesize. 1
-
Campaign Scope Thegoalsweareaimingtoachieveforourclient,TreeHouse,aretocreateacampaignoverthespanofeightmonthsinordertoinform,incen-tivize,andinspirethepeopleinourtargetmarketofBoulder,Colorado,tocometoTreeHousesnewlocationforitsgrandopeningonMarch14th,2014.BetweenthemonthsofMarchandDecemberof2014,ourcampaignpromotingtheworkshopsandservicesthatTreeHouseoffersneedstoin-creaseanoverallawarenessoftheTreeHousebrandwithamediabudgetof$45,000.
BytheendofDecember2014,weneed50%ofourselectedtargetmarkettobeawareoftheTreeHousename,andhalfofthosepeopleshouldknowthegenerallocationofthenewTreeHousestore.Afterdoingso,wewanttoseetheBoulderlocationaveraging150visitorsperdayduringtheweekanddoublethatduringtheweekends.Onceourcampaignisabletoachievethesegoals,theTreeHousebrandwillbeabletogrowandthriveintheBoulder,Colorado,market.
2
-
Executive Summary
2 3
JacksBeanstalkispreparedtoimplementaneffective,grassrootsmediaeffortforTreeHouseasitopensitsnewlocationinBoulder,Colorado.Thismediaeffortissupportedbyadata-drivenanalysisofthetargetmarket,researchontheBoulderarea,andacre-ativeoutlookoncommunications.BehindthiseffortisthesimplenotionthatTreeHousedoesnotwanttobejustanotherbusinessthatsellstoconsumersinthearea,butrather,thattheyhopetobecomeasignificantmemberofthecommunity.Byparticipatinginlocaleventsandimplementinganoninvasiveyetuniquelocalmediaplan,TreeHousewillbeabletoconnectwithBoulderitesandTakeRootinthecommunity.
Thefollowingmediaplanincludessocialmedia,out-of-home,guerilla,print,digital,andpublicrelationsefforts.Themediaplanisdesignedtoshowtheeffectivenessofeachdecisionbyconnectingeachmediumusedtotheoverallcampaignobjectives.ThevisionofTakeRootispresentthroughoutthecampaigninordertoemphasizeTreeHousesabilitytobecomeavitalpartoftheBouldercommunity.Thoughtheplanisfocusedonanewcommunity,theoriginalTreeHousebrandpersonalityisevidentthroughouttheproposedmediaplan.ToensurewestaytruetoTreeHousesroots,eachmediumhasbeengivenoneofthefourpillarsTreeHouseusesforitsownproductfilter.ThesepillarsincludeHealth,Performance,CorporateResponsibility,andSustainability.JacksBeanstalkhasputeverymediachoicethroughitsownmediumfilterinordertomirrorTreeHousesprocessofdecidingwhichproducts,orinourcasemedia,areinlinewiththeTreeHousebrand.UsingthissystemmakesJacksBeanstalkconfidentthatthedecisionslistedbelowarenotonlyreflectiveofTreeHousesexistingbrand,butalsocomplementarytoitsupcomingpresenceintheBouldercommunity.
Webelievethatbyfocusingonacommunityconnection,TreeHousewillbeabletotalktoourtargetaudienceinanenvironmentthatisfarmoregenuinethancampaignsthatonlyaimtoinitiateapurchase.JacksBeanstalkwantsTreeHousesconsumerbasetoknowthatitsconcernsexceedfarbeyondamonetaryprofit.TheTreeHousebrandstrivestobetterthelivesoftheirconsumersandtheworldinwhichwealllive.Thisisnothingshortofwhatthisproposedmediaplanwillaccomplish.Bymakingthetruerootsofthebrandapparentthroughouteverypartofthecampaign,theBouldercommunityissuretowelcomeTreeHouseintotheirhomes.
-
Campaign ScopeSituation SynopsisMovingforward,ourclienthasobstaclesthatneedtobeovercomeifitisgoingtoestablishitselfasthenumberoneDIYdestinationintheBoulderarea.Justlikeanynewlocation,TreeHousemustincreaseawarenessofitsbrandwithinthelocalaudience.Todothis,ourclientmuststressitsuniquequalitiesinordertoappealtoanichemarket.
TreeHousemustalsoconsiderthenegativestigmathatisassociatedwithenviron-mentalproductsinregardstocost.Inordertocombatthisstigma,ourclientmustcontinuetoshowconsumersthelong-termbenefitsofinvestinginitsproducts.ThoughTreeHousemayseemlesscosteffectiveupfront,overthecourseoftimeourclientsproductssaveconsumersmoney.TreeHousecommunicatesthisbene-fitthroughitsin-store,interactivedisplays.
TreeHousesexpansionintoBoulderwillprovideitwithanumberofopportuni-tiestotakeadvantageof.SincetherearenoequivalentsinBouldertoTreeHousesenvironmentallyconscioushomeimprovementofferings,thiswillprovideourclientwithanopportunitytobecomethemarketleaderinthisparticularregion.Byestablishingitselfaleaderinhomeimprovementearlyon,TreeHousewillthenhavetheopportunitytobecometheleadinghomeimprovementconsultantinBoulder,Austin,andbeyond.
However,competitionstillexistsintheBoulderareathatcouldthreatenTree-Housesopportunitiestobesuccessful.SomestoresthatexistintheareaincludeMcGuckins,whichhasestablishedafootholdinBoulderforthepast40years,aswellasthebetter-knownretailerchainHomeDepot.YetresearchfromMint-elshowsthatavastmajorityofconsumershavebeguntotakeonbasicgreenbehaviorsandareshowinganinterestinconservingenergy,resources,andmon-eyathome.Additionally,10-16%ofrespondentsplantoinvestinenergyefficientproductsandappliances.ThesefigureswilldrawinnewconsumerswhodonothaveanexistingloyaltytoMcGuckinsaswellasthosewhoareenvironmentallyconsciousandseekalocalalternativetoamajorcorporationsuchasHomeDepot.
4
-
4 5
brand and product profileThe Brand
The ProductProvidingproductinformationonthewebsiteandinstore,TreeHouseshowsitscustomerswhyitsproductsarethebestoptionnotonlyfortheirhomes,butalsotheenvironment.ThroughTreeHousesuniqueproductfiltrationsystem,potentialproductsmustmeetfourqualificationsbeforebeingsoldinstore.Thesequalificationsinclude:health,performance,sustainabilityandcorporateresponsibility3.Thetypesofproductssoldrangefromairfiltrationsystemstosolarpackages4.
3 http://treehouseonline.com/product-filter/ 4 http://treehouseonline.com/products/ http://treehouseonline.com/product-filter/
TheTreeHousebrandprovidesaunique,eco-friendly alternative tohomeimprovement.AmemberoftheAustin,Texas,communityforalmosttwoyears,ourclientsuniqueapproachtohomeimprovementcaterstoagreen-mind-ed,nichemarket.ThroughoutitstimeinAus-tin,TreeHousehasmadeanefforttoconnectwiththelocalculturebyparticipatinginlocaleventsandpromotingthecitydigitally1.Satis-fiedemployeesandcustomerservicedefinethecompanyculture2.ThemostuniqueaspectoftheTreeHousebrandistheideathatthecom-panywantstoeducateconsumersratherthansimplypushproductstosell3.1 https://www.facebook.com/TreeHouseOnline 2 Observational Data3 http://treehouseonline.com/product-filter/
-
ThetargetmarketforTreeHouseconsistsofmarriedcouplesbetweentheagesof33to44yearsold.Theseindividualshaveatleastabachelorsdegreeandarehomeowners,maintaininganaverageindividualincomeofaround$50,000,withacombinedhouse-holdincomeof$100,000.Thetargettendstoleadahealthylifestyle,preferringtoeathealthyfoods,maintainingasomewhatregimentworkoutroutine,andarequicktoadapttonewtechnology.
Meet our MarketHeatherandMarkHeatherandMarkarethesupercouple.Thoughwithoutkids,HeatherandMarkarewellknownintheneighborhood;theyaretheadulttrendsetters.Togetherthetwoarealwaysseenontheirmorningjog,preppingfor5Ks,orhikingwiththeirchocolatelab,Charlie5.Attheendoftheday,MarkandHeathersitdowntoalightandbalancedfishdinnercraftedfromarecipeHeatherfoundonherMacBook.
HeatherisaColoradotransplant.Originallyfromthewestcoast,sheyearnedforalifestyleawayfromthehustleandbustleofsouthernCalifornia.AnaficionadoofYoga6, Pilates, and other low-impactactivities,herjobasanHRmanagerforatechcom-panymeansshecanresolvedisputesandmanageemployeeswitheasethankstothemeditativepracticesshelearned.Youcanseeherspendingtimepeoplewatchingatlocalcoffeeshops,andshepreferstopurchasethemajorityofherfoodandhygieneproductsfromWholeFoods,abrandwhosemessageshetrusts.
Mark hasalwayshadasoftspotforBoulder.Asacivilengi-neeringprofessor,Markenjoysteachingstudentsandencour-agesenvironmentallyconsciousbehavior.Whilebeingateach-erdoeshaveitsperks,Markpreferstouseasmuchvacationtimeashecangoingskiingorcamping,whichevergiveshimanexcusetoshopatREI.Afterdinner,Markdoesallofhismediaconsumption,andwhenhesnotwatchinghisshowsonNetflix,heisreadingnovelsonhistablet.
Target Market Profile
6
5 http://academic.mintel.com/display/659038/?highlight=true#hit1 6 http://academic.mintel.com/display/641618/?highlight=true#hit1
-
Engagement Strategy
ThegoalofthesemediaeffortsaretoexposeTreeHousesbrandtoBoulderandourtargetmarket.Thisisevidentinthefactthatthemajorityofourme-diadecisionsarefocusedonlocalOOH(BoulderB-Cycle),print(DailyCamera),andpromotionalevents(BolderBoulder).TheexampleslistedarejustafewofthemediadecisionsfortheBouldercommunitythathavebeenmade.Atthesametime,ourtargetaudienceisalsolocatedinselectareasofDenversgreat-ermetropolitanarea,whichjustifiesourdecisiontoexpandourmarketareaintoNorthwestDenver.Insteadoftreatingtheseneighboringareasasexecu-tionrunoff,JacksBeanstalkhasoptedtoincludetheseoutlyingareas(Arvada,Westminster,andNorthwestDenver)inordertogaugealargeraudience,manyofwhom,basedonourbelief,arecloseenoughgeographicallytobeconsideredpartoftheBouldercommunityorwouldatleastventureintotheBouldercitylimitsforauniqueenvironmentallyconscioushomeimprovementstore.Theimplicationsofsuchadecisionarethatsomeofouradvertisingvehicleswillrunintheseoutlyingareas.Forinstance,partofourmediaplaninvolvesbusban-nersforroutesthatgobeyondBoulderandwillgoasfarasDenvermetroarea.SEMalsowillhaveimplications,asweoptedtoexposeboththeBoulderandDenvermetropolitanareatooursearchadcampaignsinhopesofexpandingourimpressionnumbers.
Geographic Profile
6 7
-
8PopulationTotal:1,065,584
Householdsavgpersonsperhouse:2.47
Households w/o Children232,210(21.79%oftotal)
PopulationTotal:97,385
Householdsavgpersonsperhouse:2.2
Households w/o Children33,426(34.32%oftotal)
Population 35-44115,745
Median Income $55,000 Known as TheLiveMusicCapitaloftheWorld
Population 35-4411,192
Median Income $57,112
Known as PeoplesRepublicofBoulder
ThegeographicmarketthatthismediastrategywillfocusonislocatedinBoulder,CO,andtheadjacentNorthwestregionoftheDenver,CO,metropolitanareaspecificallyinBoulder,Jefferson,andAdamscoun-ties.Thisgeographicareacontains14zipcodes:4intheBoulderareaand10intheDenvermetroregion.Additionally,traveltimewithouttrafficfromthefurthestlocationinourgeographicmarketis23.27minutes.TheentiretyoftheDenvermarketwasnotchosenbecauseitisnotlikelythatconsumersintheSoutheastcornerofDenverwilldrive(emittingCO2)allthewaytoBouldertopurchasegreen,eco-friendlyproducts.Withlowbrandawareness,potentialconsumersthatliveontheEastorSoutheastsideofDenverarenotaslikelytotraveltoanewhomeimprovementstorethatwouldrequireacarridethatisupwardsof35min-utes8.Targetmarketdemographicswereutilizedbecauseitwouldnotbeanefficientuseofresourcestoincludeareasthatdidnotmeetthestandardsthatourtargetmarketholds.80302,thezipcodewheretheTreeHousestorewillbeopeningcontainsamedianincomeof$34,799,averageageof24,andahouseholdsizeof2.5.TheskewinthesenumbersisaresultofTreeHousesnewlocation2blocksfromTheUniversityofColoradoatBoulder.80302isananomalywhencomparedwiththeotherzipcodesasitismainlycomprisedofstudents,communalhousing(skewingthe2.5householdsize),andlowermedianincome.
Thoughthismaynotaccuratelyrepresentthespecifiedtargetmarket,thiszipcodeiskeytothegeographicmarketasthestoreislocatedhere.Additionally,consumerswithincloseproximitywillvisitthestoreandmakepurchasesregardlessoftheiridentificationwiththetargetmarket.
7 https://maps.google.com/ 8 https://maps.google.com/
-
8 9
Competitive ProfileWithintheBouldermarket,TreeHousestwomaincompetitorswouldbeMcGuckinsHomeImprovementandHomeDepot.Thetwostoreseachdominateavaluablepartofthecurrentmarket.WhileMcGuckinshasastrongrelationshipwiththelocalcom-munity,HomeDepothastheexpertiseandrecognitionofabigcorporation.
-LocatedinBoulderforthepast40years9
-Membersofthecommunityareattachedtothecompany10-Strongsocialmediapresence10-Activelyengageswiththelocalcommunitywithartclassesandcommunityserviceevents10
-Verywellknowncorporation,familiarstorefront,andchainnationwide.-Costeffectiveproductsbutoftenlackingincus-tomerservice11-Customersassumethattheirproductneedswillbemetatthisstore11-Havethecapacitytogivehigh-leveladviceforhomeimprovementconsulting11
Recommendation:Basedonthebreakdownpresentedbybothcompetitors,webelievethatourclientpossessesanichethatcanbridgethegapbetweenHomeDepotandMcGuckins.Ourclientsfourpillarsofsustainability,corporateresponsibility,performance,andhealthresultsinqualityproductsthatreflectthemissionofthestore.InthiswaywecanoffercurrentMcGuckinscustomersthecom-fortinchoosingqualityproductswhileaddingeco-responsibilitytotheirpurchasingdecisions.Additionally,wecanuseTreeHousesemphasisoncustomerservicetoincentivizeHomeDepotcustomerstoconvertfromthebigboxretailerandthecustomerservicestigmathatcomeswithit.
9 https://store.mcguckin.com/inet/home.html 10 http://www.yelp.com/biz/mcguckin-hardware-boulder11 http://www.yelp.com/biz/home-depot-boulder
-
10
media menuFigure112 Figure213
Figure314
Figure415Figure515
Figure616
12 http://www.srds.com/common/tcas/profile/dma/1630055.pdf 13 http://www.srds.com/sqad/1700066.pdf14 http://extras.dailycamera.com/images/advertising/retail-rates-2009.pdf15 http://links.lamar.com/2013TransitRates/2013_CO_Denver.pdf16 https://www.facebook.com/help/www/176506602405065 (Facebook) https://business.twitter.com/products/pricing (Twitter) http://www.google.com/adwords/how-it-works/costs.html (Google AdWords)
-
10 11
Media VisionTake Root (v)1. To develop roots in soil or some other growing medium.2. To begin to take hold or have effect, become established.
Together,conventionalandhome-grownmediaeffortswillenableTreeHousetoTakeRootintheBouldercommunity.TheseeffortswillensurethatTreeHousebe-comesapartofthecommunityratherthanjustabusinessinthearea.Attherootofourstrategyisthementalitythatrootsdonotjustconnect,rootsnourish.TreeHousewillnourishtheBouldercommunitybypromotinganenvironmentally-consciouslifestylewhilesimultaneouslyconnectingwiththecommunitythroughgrassrootsadvertisingefforts.Thefollowingmediastrategytakesinnovativestepstoachievebrandrecognitioninthenewcommunity,whilestillmaintainingTreeHousespre-existingbrandpersonality.Bycombiningnewopportunitieswithanestablishedbrandpersonality,TreeHousewillbeabletoconnectwiththeBouldercommunity.Theproposedmediaandcommunicationeffortsdonotjustconnectthecustomerwiththestore;theybuildrelationshipsbetweenthecustomer,thecommunity,andTreeHouse.
EstablishTreeHousewithintheBouldercommunity.
PromotethebrandinawaythatmirrorsTree-HousesvaluesandtheBoulderlifestyle.
BuildarelationshipbetweenthecustomerandtheTreeHousebrand.
11
-
12
Media objectivesThefollowingobjectiveswillbeusedinconjunctionwithvariousmediatosupporttheoverallobjectivesofstoretrafficcountsandawarenesspercentage: Branch out(ExpandExistingTradeArea)-ThisobjectivewillexpandTree-HousesexistingtradeareafromtheBoulderregiontopartsofDen-verwiththeuseofsixunitsplacedonbusesthatwillrunthroughNorthwestDenver.
Pollination(FosterBuzzandWordofMouth)-ThisobjectivewillfosterbuzzandwordofmouthabouttheTreeHousebrandbystartingcon-versationsthroughsocialmediaandvariousunique,outofhomevenues.
Plant the Seed(DirectInteractions)-ThisobjectivewillcreatearelationshipbetweenTreeHouseandtheBouldercitizensbycollectingemailaddressesatpublicrelationseventsandconnectingwiththecom-munityinlocationsthatBouldercitizensappreciate.
The Trunk(SupportForandParticipationinPromos)-ThisobjectivewillhelptoensurethatthetargetmarketknowsabouteventsthatareputonorsponsoredbyTreeHouse.
Falling Leaves(CreateUniqueContactPoints)-ThisobjectivewillrelyontheelementofsurprisebytargetingBouldercitizensinthelocationstheywouldleastexpectinordertogettheirattentionandincreaseawarenessoftheTreeHousebrand.
The Canopy(MessageDominance)-ThisobjectivewillallowTreeHousetobeaprominentvoiceinhomeimprovementbyadvertisinginvenueswhereourcompetitorsarenot;thiswilloccurthroughprint,SEM,banners,andbirdhouseplacing.
Tree Sap(DirectOffensive)-ThisobjectivewillallowTreeHousetotaketheoffensivebyutilizingMcGuckins(adirectcompetitorofTree-House),asakeywordintheSearchEngineMarketingplan.
Eachoftheabovemediaobjectivesconnectbackwiththeoverallobjectivesofthecampaign.Theroleofeachobjectivealongwiththespecificmediumusedarelistedtotheright:
Overall Objective #1TreeHouseneedstohavethefollowingtrafficcountsinBoulder: M-Th=anaverageof150visitors/day Sat=anaverageof300visitors/day Media Objectives BranchOut:ExpandExistingTradeAreas BoulderB-Cycle LamarTransit PlanttheSeed:DirectInteractions -SocialMedia -AllPublicRelations:TreeHouseGrandOpening,BoulderCountyHomeandGardenShow,FoxTheatre,BolderBOULDER,andInterns PromotionalPosters SearchEngineMarketing TheTrunk:SupportForandParticipationinPromos - Print
Overall Objective #2 50%ofthetarget[s]youhaveidentifiedinBouldershouldbeawareoftheTreeHousenamewhenprompt-edviaaidedrecallafterthefirstsixweeksofopera-tion. 25%ofthoseidentifiedneedtobefamiliarwiththegeneralstorelocationMedia Objectives Pollination:FosterBuzzandWordofMouth
-SocialMedia -AllPublicRelations:TreeHouseGrandOpening,BoulderCountyHomeandGardenShow,FoxTheatre,BolderBOULDERandInterns PromotionalPosters TheCanopy:MessageDominance -Banners -Birdhouses - Print FallingLeaves:CreateUniqueContactPoints -Birdhouses TreeSap:DirectOffensive -SearchEngineMarketing
-
13
Media Flights1. The Seed:GrandOpeningandBoulderCountyHomeandGardenShow The Daily CameraMediaBuy SocialMediaCampaign GrandOpening(200hats,2000dogtreats) BoulderCountyHomeandGardenShow(Booth,100hats)
2. The Sprout:EarthDayWorkshop#1-SustainableGardening The Daily CameraMediaBuy SocialMediaCampaign 3. The Root:FoxTheatreandBolderBOULDER The Daily CameraMediaBuy SocialMediaCampaign PromotionalConcertPosters(500units) FoxTheatreEvent-TheatreRental,Band,Food BolderBOULDER(1500sweattowels)
4. The Water:Workshop#2-EnergyandWaterConservation The Daily CameraMediaBuy SocialMediaCampaign RTDTransitBuy(6Units)5. The Soil:Workshop#3-ToxicitySucks The Daily CameraMediaBuy SocialMediaCampaign RTDTransitBuy(6units)6. The Nutrients:Workshop#4-TreeYearAnni-versary-HomeGreenConsulting The Daily CameraMediaBuy SocialMediaCampaign7. The Sunlight:Workshop#5-WinterizingandEnergyConservation The Daily CameraMediaBuy SocialMediaCampaign
-
14
Media Mix
Social Media Strategy March 1st: Campaign begins-TheinternswillaccessTreeHouseOnlineandprepareteaserson
March1stregardingTreeHousesgrandopening.EachdayofthatfirstweekinternswillbetaskedwithrevealingafunfactonFacebookandTwitterorfindingartsyInstagramphotosfeaturingtheBoulderareatostartpullingfollowerstothepagesandtogeneratebuzz.Usehashtag#treehouseCO.
March 7th-InternswillrevealtheopeningforTreeHouseinBoulder,COontheirsocialmediapagesandrevealthegrandopeningtobeMarch14th.ThesocialmediainternwillalsobeginutilizingKloutandHootsuitetomonitorcommonhashtagsintheBoulderareathatcanbeusedtoindividuallytargetopinionleadersonsocialmediaintheBoulder/Denverarea.
March 14th: Day of Opening-SocialmediaandPRinternswillbetakingpicturesandgettingfeed-backfrompeopleatthegrandopeningtogaugepublicreaction.Internsshouldbetaskedwithlivetweeting,Instagram-ing,andFacebook-ingtoshowcaseoccurrencesattheevents.
SOCIAL MEDIA
TreeHouse Pillar:Performance,CorporateResponsibility
Objective:Fosterbuzzandword-of-mouthinordertoincreasebrandawareness,DirectInteractions
Target:68%ofsocialnetworkersareaged33-44and53%ofactiveadultusersfollowabrandviasocialmedia17Total Cost:$1,440=1internfor36weekspaid$8/hrfor5hrs/week
Description:InternswillcreateandmanageTwitter,Facebook,andInstagramaccountsforTreeHousesnewBoulderlocation.Thesewillpromotedeals,promotions,andeventsaswellasgenerateawarenessabouttheexistenceofthebrandintheBouldercommunity.Therewillalsobeabi-monthlyblogthattheinternsmanageandpromotethroughexistingsocialmediaoutlets.TreeHousessocialmediauseisalreadyconsistentinAustin,bututilizingtheseplatformswiththeBouldermarketwillbuildawarenessforthestoresopeningandallowforinteractionswithnewconsumers.Engagingthecommunityindia-logueandpostsonsocialmediaisaverydemocraticandtransparentrelationship-buildingactivity,onethatalignswithTreeHousesbeliefinCorporateResponsibility.
17 http://cn.nielsen.com/documents/Nielsen-Social-Media-Report_FINAL_090911.pdf
-
1514
March 17th-StartadvertisingthatTreeHousewillbesponsoringtheBoulderHomeandGardenShowandmentionthatindividualscancheckouttheboothattheevent.
March 20th: 1st Day of Spring-Theinternwilladvertiseupcomingdealsinthestoretopromotethebeginningofthespringseason.Thesewillincludepreparationofgardens,decks,backyards,etc.
April-TheinternwillhonorNationalLawnandGardenmonthbypostingatipeachdaydescribinghowindividualscanbettertheirlawnandgarden.Helpfultipsregardingtheconservationofenergy,time,andmoneywillalsobepostedalongwithotherbenefitstoowningorutilizingyourgardenspace.
April 7th: World Health Day-Theinternshouldremindindividualstostayhealthyinmind,body,andspirit.
April 20th - BeginadvertisingforWorkshop#1 May 5-9th - Theinternbeginsencouragingindividualstovisitthestoretocheckoutmothersdaygift
ideas. May 12th-NotifyfollowersthatTreeHouseissponsoringtheBolderBoulderrace.*
*Fromthispointon,theinternwillbegivenamonthlyscheduleofwhateventsarehappeninginthestoreandwillbetaskedwithcreatingtheirownsocialmediastrategyforTreeHousebasedontheas-signedworktheydidforMarch-May.Themonthlysocialmediastrategymustbeapprovedbytheinternssupervisorandshouldfocusongeneraltips,remindersofupcomingeventsTreeHouseisapartof,ad-vertisingworkshops,andcontinuouslyengagingandmonitoringdiscussionaboutTreeHouseBoulderthroughHootsuite.
Social Media Strategy (continued)
OOH
Target: 61%ofpeoplesaytheytakeactionafterseeinganout-of-homeadvertisementand71%ofroadtravelersreportnoticingout-of-homeadvertisements18Total Cost:$14,320
RTD Transit:TreeHouse Pillar:Sustainability,Performance
Objectives:Expandexistingtradeareas(geographictracking)
Cost:(Kingsize)$3,060/4wks(July,September)=$6,120for8wks
Impressions: 805,848every4weeks;1,611,696total
Description:AdvertisingonLamarTransitbusesthattravelbetweentheBoulderandDenverareaswillgainhighexposuremultipletimesadaybydisplayingTreeHousesmessagetoconsumersinothervehiclesaswellaspedestrians.Aking-sizedbannerwillbedisplayedon6unitsfor4weeksinJulyand4weeksinSeptember,foratotalof$6,120.TreeHousesbannersonthesebuseswillalsogenerateawarenesswithinresidentialandbusinessareasanddeliverquickburstsofessentialinformationtotheaudienceinordertodrivethemtoaction19.
18 http://www.lamar.com/howtoadvertise/Research/OOHgetsResults19 http://www.lamar.com/~/media/6BB3B4CEA998459D8C5170C9AA34AED0.pdf
-
16
Boulder B-Cycle:TreeHouse Pillar:Health,SustainabilityObjectives: Messagedominance(shareofvoice)becauseweareadver-tisinginaspacewherecompetitorsarenotpresentCost:12-monthsponsorshipfor$5,000for10bikesReach: 75peoplerideabikeinayear,750willridetreehousebikes,x50peoplethatwillseeit-Showing11,250peopleinBoulder
Boulderhasarobustbicyclenetworkwith159centerlinemilesofbikefacilities(on-streetbikelanesandmulti-usepaths).Thisincludes58milesofpavedmulti-usepathwaysand78underpassesforbikesandpedestrians!20Description:AdvertisingonBoulderB-CycleisawaytoadvertisewithBouldersbikeshareprogram,arelativelynewandinnovativemedi-um.Theprogramispopularandfocusedonsustainability:perfectforTreeHouseanditsbrand.B-Cycleadvertisingemphasizestheideaofconnectingwiththecommunityandbeingapartofitratherthanbom-bardingBoulderwithads.ThebikeshareprogramiswildlypopularinBoulderwith7500ridersandwith72%ofridershipcomingfromcor-poratememberships;the33-44year-oldtargetaudienceisgettingplen-tyofuseoutoftheredbikes.Additionally,92%ofB-Cyclesfirst-seasonsurveyrespondentssaidtheynoticesponsorslogosonbikes,baskets,andstations.AdvertisingwiththisprogramistheperfectwayforTree-HousetosupportapositiveprogramforBoulderthatspreadsbrandawarenesswhilesupportingSustainabilityandHealth.
Banners at Dog Parks:TreeHouse Pillar: Health
Objectives: Messagedominance(shareofvoice)becauseweareadvertisinginaspacewherecompetitorsarenotpresentCost:$30x10banners=$300
Reach:50,000riders(ValmontPark)
Description: HighlyvisibleoutdoorbannersdrawattentionandraiseawarenesstoTreeHousesbrand.Durableandaf-fordable,bannersprovidehigh-impactadvertisingevenfromadistance.ThesewillbeplacedatValmontBikePark,Foot-hillsDogPark,EastBoulderDogPark,andHowardHeustonDogPark.DogparksarekeysitesforTreeHousetopromotebecauseourtargetmarketareheavyusersoftheselocations.InBoulder,advertisementsandflyersforlocalevents,stores,andrestaurantsarenotanuncommonfeatureatdogparks21.
20 https://bouldercolorado.gov/trails-and-recreation21 http://bouldermountainbike.org/content/valmont-bike-park-celebrates-one-year-anniversary
-
16 17
Promotional Posters:TreeHouse Pillar: Performance
Objective: Fosterbuzzandwordofmouth,directinteractions
Cost: 500postersfor1event,witheachposterat$1.18=$600
Reach: Weareguessingthatthelowestnumberofpeoplethatwouldseeeachposterwouldbe5.If5peopleseeeachposter,therewillbeareachof2500people.
Description: PriortotheFoxTheatreeventinMay2014,hiredinternswillbedisplaying500concert-stylepostersaroundtheBouldercommunity.TheseposterswillattracttheattentionofaportionofthetargetaudienceandfosterbuzzsurroundingtheeventandgenerateaturnoutsoTreeHousecandirectlyinteractwithprospectivecustomers.
Birdhouses: TreeHouse Pillar: Sustainability
Objectives:Messagedominance(shareofvoice)andcreatinguniquecontactpointstocatchtargetsattentioninunexpectedareas(Buzz/WordofMouth)
Cost: $20for50houses+Seed=$1,000
Reach: 12,500basedonpeopleridingthroughparks,potentiallymore
Description:BirdhouseswillbemountedontreesatValmontBikePark,FoothillsDogPark,EastBoulderDogPark,andHowardHeustonDogPark,aswellasnumerousbiketrailsthroughoutthearea.WhilethebirdhouseswillhaveTreeHouselogosonthem,theprimaryfocusisnotonspreadingtheTreeHousebrandsimplythroughrecognitionbuttoallowTreeHousesenvironmentallyconsciousbeliefstotakerootinthecommunity.Boulderishometonumerousspeciesofwildbirds,apopulationofbirdingenthusiasts,andevenawildbirdcenter.50birdhousesfilledwithseedandadornedwithaTreeHouselogowillbeplacedontreeswhereourtargetmarketislikelytobeactive(dogparks,biketrails,hikingtrails).SocialmediaandpublicitywillhelpspreadTreeHousesbrandwhilesheddinglightonthecompanysdedicationtoSustainability.ThisisaversionofguerillamarketingthatJacksBeanstalklikestocallLarketing(aftertheColoradostatebird).ThiscreatesanimagefortheTreeHousebrandbyusingamediumthatconnectswithacommunityinabeneficialandgreenway22.
22 http://www.wildbird.com/franchises/wild-bird-center-of-boulder
-
18
Search Engine Marketing TreeHouse Pillar:Performance
Objective: DirectoffensiveforMcGuckinskeywordanddirectinteractionsbytrackingvisitorstotheTreeHousesiteusingavarietyofkeywordsthatindividualswouldcommonlysearchforwhenlookingforhardwaresupplies
Target: BoulderCityPop(101,800)roughly36%ofthepopfallintothetargetagegroup(36,648).91%oftheagegroup(accordingtoPew)usetheInternetwhichmakesforatargetnumber(33,349)thatcouldpotentiallybesearchingourkeywords.Totalaveragemonthlysearchesforthekeywordschosentotalsto21,560.21,560/33,349leavesarounda65%chancethatourkeywordcanbesearchedbythetargetpopulationpermonth.
Total Cost:$6,991.65
PRINT (NEWSPAPER)
TreeHouse Pillar: CorporateResponsibility
Objective:Toadvertiseandpromoteeventsandworkshops,aswellasmessagedominanceinthemarket
Reach:TheDailyCamerahasacirculationof29,00023.Cost: $4,368=21x4daysx7times+$4,284=Sundayadsx33Impressions=$8,652
The Daily CameraDescription: TheDailyCameraisalocalnewspaperinBoulder,Colorado.ThismediumwillbeusedtopromoteTreeHousesseveneventsincludingfiveworkshops,agrandopening,andaconcertattheFoxTheatre.Foreachofthefiveworkshops,anewspaperadwillbeplacedintheDailyCamerathreetimesthroughouttheweekandafourthtimeontheSundaymorningoftheworkshop.BymakingeveryworkshoponaSunday,wewillkeepournewspaperinsertionsconsistentthroughouttheweekofeachworkshop.Furthermore,byspreadingouttheworkshopsovertheten-monthcampaign,wewillkeepadscon-sistentovereachmonth.ForthegrandopeningandFoxTheatreevent,thenewspaperinsertionswillfollowthesamepatternastheworkshopsonlyadjustingtothedayofinsertion.Forin-stance,thegrandopeningsfourthinsertionwillbeonaFridaymorninginsteadofSundaysinceTreeHouseopensonaFriday.TheaddollarsthatarenotallocatedtoweekswithworkshopsarefocusedonSundayadplacements.ThiswillenableTree-HousetohaveapulsingDailyCameramediaschedule.
23 http://extras.dailycamera.com/images/advertising/CameraGeneric.pdf
-
18 19
Search Engine Marketing (continued)
Description:JacksBeanstalkwillallocate$6,991.65forakeywordcampaignthroughGoogleAd-WordsinordertogiveTreeHouseacompetitiveadvantageinthedigitalspace.KeywordsearcheswillbelimitedtoindividualswithintheareasDenver,ColoradoandBoulder,Coloradounderthecat-egoryofHome&Garden.Fromthere,JacksBeanstalkwilldevisealistoftenadgroupsthatcontainkeywordcombinationsrelatedtopotentialTreeHousesearchterms.Keywordcampaignswillbeginatdifferenttimesbasedonseasonaltrendsandhardwaresupplies.Attheendofthecampaignforeachadgroup,JacksBeanstalkwillevaluateitseffectivenessanddetermineiftheadgroupshouldbeallo-catedmoremoneyinthefuture.Thegoalofthisentirecampaignistoevaluatewhichwordcombina-tionsproducethemostclicks.Oncewordcombinationsareanalyzed,thefundsoriginallyallocatedtounsuccesfulwordcombinationswillbetransferredtofurthersuccessfulwordcombinations.Ideally,thesedigitaleffortswillresultinmoretraffictotheTreeHousewebsite.Additionally,JacksBeanstalkplanstomonitorthechangeinaveragemonthlysearchforthetermTreeHouseoverthecourseoftheentirecampaigntoseeifthebrandrecognitionextendsintothedigitalspaceandincreases.
-
20
PR
TreeHouse Pillar:CorporateResponsibility
Objectives:FosterBuzz/WOMbyholdingeventsthateducatetheBoulderCommunityonenergyefficientchoicesandgaindirectinteractionsbysolicitingemailsateventsheldbyorsponsoredbyTreeHouse. Total Cost: $12,155
Interns Cost: $800Description: Altogether,TreeHousewillhavethreeinterns-mostlikelyrecruitedfromtheUniversi-tyofColorado-thatareeachpaid8dollarsperhourfor5hoursofworkperweek.Oneinternwillberesponsibleforsocialmediamaintenance.TheothertwointernswillberesponsibleforPRhelpsuchasassistinginplacementofpromotionalmaterials,settingupforTreeHouseevents,andmakingsureemailaddressesofeventattendeesarerecorded.Theinternsresponsibilitieswillincludehangingban-nersatevents,assistinginsettinguptheevents,andcollectingemailaddressesofpotentialcustomers.InternswillalsoaidinresearchingmediacontactsintheBoulder/Denverareathatwillbeutilizedforfuturecampaignorpressreleasesaftertheinitial10monthmediacampaign.
SustainableGardening-EarthDayApril26
EnergyandWaterConservationJune8
ToxicitySucksAugust17
TreeYearAnniversaryOctober26
InsulationandHeatConservationDecember14
Workshop Themes
-
20 21
Grand OpeningCost:$2,900 $1,480for200hats $1,420for2000dogtreatsReach: We have the ability to reach at least 2200 individuals withthehatsanddogtreatsDescription:ForTreeHousesGrandOpeningonMarch14,2014,theDailyCamerawillbeadvertisingfourtimesduringtheweekoftheeventaswellasaSundayadthefirstSundayofMarch.Theseadswillinformpeopleofthestoresopeningandadvertisethefactthatthefirst200visitorswillreceiveafreehat.Thehatscost$7.40each,and200hatswillbemade.Overall,thiswillcost$1,48024.ThehatswillbebasicbaseballcapswiththeTreeHouselogoonthem.Thebenefitofdoingthisisthatthehatswillbeawalkingadvertisementifpeopledecidetowearthesearound.OnceitstartsgettingwarmeroutinBoulder,peoplearelikelytobeworkingout-sideontheirhouses,andwhenitisbrightout,ahatwithaTreeHouselogoisagreatwaytoremindcustomerstostopbywhentheyneedproducts.WewillalsobehandingoutindividuallywrappeddogtreatswiththeTreeHouselogoonthem.Wewillhave2000ofthemfor$0.71eachwhichwillultimatelycost$1,420.00.EmailaddresseswillbecollectedattheeventinordertoprovideTreeHousewithresponserates.
Boulder County Home and Garden ShowCost:$1,290$550forbooth$740for100hatsReach: Apossible5100peopleincludingothervendorsandattendeesDescription:TreeHousewillhaveaboothattheBoulderCountyHomeandGardenShowtheweekendofMarch21-23,2014.Theconferenceholdsover115exhibitsanddisplayshomeremodelingandrenovationproducts,energyefficienttools,landscapingsupplies,andmanymorehomeimprovementproducts.BeingonlyaweekafterTreeHouseopens,thiseventwillnotonlyputTreeHousesnameinthecommunity;itwillalsogivetheclientanopportunitytointeractpersonallywiththeBoul-dercommunity.Sincetheeventisalreadyhighlyanticipated(over5000attendees)andattractsmediaattention,theeventwillbeabletopro-moteTreeHousesnametothemembersoftheBouldercommunitythatcannotnecessarilymakeittotheconference24.WearecapableofsigningupforthiseventatthebeginningofMarch,andatourbooth,wewillbehandingoutmorehatswiththeTreeHouselogoonthemforpeoplethatexpressinterestintheTreeHousebrand25.
23 http://customplanet.com/Designs/99-598/Taylor/96297e63-50d0-4ebb-9899-4eadc9480cc9.aspx24 http://www.biztradeshows.com/boulder-homegarden-show/25 http://customplanet.com/Designs/99-598/Taylor/96297e63-50d0-4ebb-9899-4eadc9480cc9.aspx
-
22
Fox TheatreCost:$4,20026(Saturday,May10)$2,200for8consecutivehours+$1,000forfood+$750fortheband+$250formiscReach: Aminimumof625,sincethisisthecapacityofthetheatre
BolderBOULDERCost:$3,465for1500sweattowelsImpressions:50,000Description:Atthisevent,wewillbetherethemorningoftheraceonMay26,2014,tohandoutsweattowelsatthestartingline.Wewillhave1500towelsfor$2.31eachwhichwillcost$3,465.0028.Bydoingthis,thesweattowelswiththeTreeHouselogoonthemwillhavemanyexposurestoourtargetaudiencesincethereachofthiseventissolarge.Wehopethattherun-nerswilltakethesetowelshomeaftertheraceendsandberemindedoftheTreeHousebrandonceathomewheretheyaremorelikelytorealizethattheyareinneedofhomeimprove-mentsupplies29.
CONTINGENCY FUND$1441.35-GoogleAdWordsJacksBeanstalkhasallocated$2241.35ofthemediabudgetforcontingencyexecutionsintheeventthatthecampaignrequiressuddenadjustments.Fordigital,$1441.35hasbeenallottedforadisasteradgroup,whichcontainskeywordsrelevanttoweather.ThiskeywordcampaignactivatesinthepresenceofadisasterintheBoulderarea.Additionally,theremaining$800willbeallocatedforavolunteerre-liefcampaignintheeventofanaturaldisasterorgeneralcommunityenhancementproject.AdditionalmoneywillbeallocatedtothesocialmediainternforaddressingreliefeffortconcernsornotifyingthecommunityofTreeHousesintentiontoassistinvolunteerprojectsaswellasprintandpressreleasestobedispersedaroundthecity.
26 http://www.bouldertheater.com/venue/rentals27 http://www.rollingstone.com/music/lists/the-best-clubs-in-america-20130328/fox-theatre-in-boulder-colo-1969123128 http://www.4imprint.com/tag/670/Sport-and-Fitness/product/116/Economy-Sport-Towel29 http://www.kbco.com/pages/bolderboulder.html
Description:TheFoxTheatreisoneofBouldersmostwell-knownlive-musicvenues.ItwasrecentlyratedthefourthbestmusicvenueinthecountrybyRollingStoneMagazine.Becauseofthis,anditscon-nectionwiththelocals,TreeHousewillholdaneventherewithmusicandfood.Emailaddresseswillbecollectedduringtheevent,sothatTreehousehasawaytomeasurepotentialcustomerresponse.ThiseventwillbeonMay10,2014,inhopesthatitwillbringpeoplefromourtargetmarkettothisBoulderlandmark,whichhappenstobenexttowheretheTreeHousestoreis.Bydoingso,itwilleducateourtargetaudienceabouttheTreeHousename,makethemawareofthestoreslocation,andhopefully,givethemtheideatovisitthestore.Asabrand,wewanttointegrateourselvesintothecommunity,andbyworkingwithavenuethatmostBoulderitesalreadyknowandlove,webelievethatourtargetaudiencewillbemorelikelytovisitourstoreandtryoutourproducts27.
-
22 23
Media
Budg
et
-
24
Flow
char
t/sc
hedu
le
-
2524
Looking forward Thecommunicationandpublicrelationseffortspresentedinthisbookwillgarnerat-tentionfromthelocals,involvecustomersinenvironmentallyconsciousconsumerdecisions,andeffectivelyTakeRootintheBouldercommunity.However,theseinitialstepsaremerelyasproutthathasthepotentialtobloomintosomuchmore. Inordertoachieveitsultimategoalofbeingthego-toenvironmentalhomeconsul-tant,TreeHousewillneedtohaveastrongmediapresencepastthiscampaignperiod.Toachievethis,TreeHousemustcontinuallyimproveandgrowasacompany.Tofosterthisgrowth,JacksBeanstalkwillrecordtheeffectivenessofeachmediumusedthroughouttheproposedcampaign.ThiswillallowTreeHousetogaugewhichmediaeffortsareworththeirdollarsandwhichonesarenot.TreeHousewillthenhavethefreedomtocutchannelsthatareineffective,allocateadditionalfundstochannelsthatareextremelyeffective,andulti-matelyhaveinsightintohowthecommunityisrespondingtotheirmessages. Alongtheway,JacksBeanstalkwillworkonimprovingexistingmedia,suchastheDailyCamera,B-Cycle,AdWords,promotionalevents,andinitiativeslikethebirdhouseswhichwillinstillconfidenceinthecommunityandgrowbrandawareness.However,wewillalsolendahelpinghandincreatingnewmediastrategiestoensurethatasTreeHousegrows,themessagesbeingsentouttothecommunitygrowwithit.Thisway,nomatterhowmanylocationsTreeHouseopens,thecompanywillbeabletomaintainitslocalpersonalityandcontinuetoTakeRootineverynewendeavor.
SuggestedFutureMediaEfforts: ExpandedmediabuysintheDailyCamera IncreasedsupportoftheBoulderB-CycleBikeShareProgram SupportforVolunteeropportunitiesthatinvolvesTreeHouseintheBouldercommunity ContinuedexpansionofeducationalTreeHouseworkshopsJacksBeanstalkfirmlybelievesthatthemediastrategiesoutlinedthroughoutthisplanarecarefullyalignedwiththevaluesandgoalstheTreeHousehasde-finedforitself.Throughauniqueopportunity,youcanallowthesemediaobjec-tivesandtheTreeHousebrandtouniteanddosomethingthatwilltrulymakeadifferenceintheBouldercommunity.Ifchosen,JacksBeanstalkwillhavethisplaninplaceandreadyforimplementationbyFebruary1st.ThisisarelationshipthatwillonlycontinuetogrowanddevelopastheTreeHousemediaeffortsinBoulderexpandandsoweaskyou,tosignwithJacksBeanstalkandTakeRootintheBouldercommunity.
Turning a New Leaf