Survey
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Viral marketing wikipedia , lookup
Global marketing wikipedia , lookup
Ambush marketing wikipedia , lookup
Advertising wikipedia , lookup
Market penetration wikipedia , lookup
Social commerce wikipedia , lookup
Darknet market wikipedia , lookup
Advertising management wikipedia , lookup
Marketing strategy wikipedia , lookup
Targeted advertising wikipedia , lookup
Segmenting-targeting-positioning wikipedia , lookup
ADVERTISING CAMPAIGN EVENT Fremont High School Fremont High School 1900 N 4700 W Plain City, Utah 84404 TABLE OF CONTENTS I. Executive Summary II. Description A. Description of the Company B. Description of the Client/Advertiser III. Objectives of the Campaign A. Primary Objective B. Secondary Objective IV. Identification of the Target Markets A. Primary Market B. Secondary Market V. List of Advertising Media Selection Necessary for the Campaign VI. Budget VII. Schedule of All Advertising Planned A. Statement of Benefits to the Client/Advertiser I. EXECUTIVE SUMMARY Overview of Starbucks: Starbucks is a very successful company that offers varieties of hot beverages, and breakfast/brunch specials. The chains of stores are all very clean, and great customer service is very important to them. Missions & Goals: Main Goals: Effectively advertise and market locally to attract a larger customer base by market segmentation Strengthen loyalty for future campaigns by attracting Starbucks buyers Increase sales Secondary Goals: Improve store awareness Promote newly remodeled locations Methods: List Starbucks in as many business directories, yellow pages, and local business Websites as you can find. Do a few free sites for local charities, community groups and organizations – this is a great way to build up your portfolio and also spread your name around potential client firms. Aim for a crisp, clean design that emphasizes your professionalism and skill for a business card. Print out business cards that contain every method to contact Starbucks imaginable, including of course the URL of your business website. Offer free gifts, and promote coupons that will further the business. Create a corporate image for Starbucks, and incorporate it into all your stationary, documents and business website. II. DESCRIPTIONS A. DESCRIPTION OF THE PRODUCT, SERVICE OR COMPANY SELECTED Starbucks Corporation is an American global coffee company and Italian-style coffeehouse chain based in Seattle, Washington. Starbucks is the largest coffeehouse company in the world, with 19,972 stores in 60 countries. Starbucks sells hot and cold drinks, coffee beans, salads, hot and cold sandwiches, sweet pastries, snacks, and items such as mugs and tumblers. Through the Starbucks Entertainment division and Hear Music brand, the company also markets books, music, and film. Many of the company's products are seasonal or specific to the locality of the store. Starbucks is a place where you can come in, enjoy a freshly brewed coffee, and chat with friends. The company offers a variety of different beverage flavors, for people who are tea and coffee lovers, to not being a lover of either. B. DESCRIPTION OF CLIENT/ADVERTISER In this campaign, the specific client is the Starbucks Store located at 5598 S. Harrison Blvd in Ogden, UT 84403. The advertisements will focus on the great service, clean atmosphere, and excellent varieties of beverages and food options. Our promotion will help to increase awareness of the store and increase sales during a six month period. III. Objectives of the Campaign Before we began creating an advertising campaign for Starbucks, we needed to learn of a specific area within Starbucks marketing strategy that needed improvement. To achieve this, I took a look at the Starbucks website to see how well they are promoting their business. After viewing the website and critiquing what should be done or some things that could be added or removed, here are a few ideas that I came up with. Specific Goals of the Campaign: Increase teen following on Facebook by the use of coupons and promotions. Try adding more color on the Starbucks website to get viewers’ attention. Ask them to register for specific events and offer a free drink after registering. IV. Identification of the Target Market A. Primary Markets The Starbucks marketing department primarily targets those who live within the confines of Ogden, Utah. However, the high school market remains relatively overlooked. Statistics show that 70 percent of high school students near the age of 15-18 are frequently visiting Starbucks. Teens tend to spend more time online than watching TV. This target market is a very hard one to deal with in this particular field because it is very rare to have teenagers walk in to Starbucks because of the advertisements on television. So, I believe that it would be a good idea to sponsor Starbucks on the social networking site, Facebook. I have found that promoting things on Facebook goes a lot farther than promoting the business on television. B. Secondary Markets Our secondary market will consist of adults, and they will also be located in the Ogden area. This market remains with a high percent of business, but high school students are out doing the sales. We believe it is because college students enjoy studying in the Starbucks cafe because of the free Wi-Fi they have to offer. V. List of Advertising Media Selection Necessary for the Campaign We have come up with a series of events that are tailor made to appeal to high school students and adults; the events will get the students involved as well as directing traffic to the Starbucks Facebook page and website. The events will not only promote the Facebook page, but they will also emotionally connect the students to Starbucks and build the desire to attend events. FACEBOOK FAN NIGHT With this particular promotional activity, we will have a specific event set aside for the Starbucks customers. If you like our Facebook page, you will be entered to win a free Starbucks beverage. This activity will start at the beginning of each holiday and we will promote the holiday drink. Only fans of Starbucks on Facebook will be able to receive a code that you will use when purchasing the beverage. MOVIE NIGHT On a night of a movie premiere, I believe it is a good idea to advertise our campaign in a commercial before the movie begins; we will make it interactive so it catches the viewer’s attention. Normally, a movie theater holds up to around 60 or so people, on a night of a movie premiere like Hunger games for example. SCHOOL FLYERS Put up flyers around high school grounds in the Ogden area. From a teenagers point of view it really stands out when you see a coupon offer from Starbucks. VI. BUDGET This chart below features all of our advertising, media, and other costs that will be incurred during the promotional period. The total budget for the six month campaign is $4,500 Item Description Quantity Price Source Facebook Night Coupon Links held on Facebook Advertise on Premiere night First 150 people for Ogden area All people watching movie First 150 people for Ogden Area $1500 Facebook $1500 Megaplex Theaters $1000 Fremont High and Ogden High Movie Night School Flyers VII. Put flyers up around high schools. Schedules of All Advertising Planned Our advertising campaign will span six months and will be implemented in the Ogden, Utah area. Our six chosen months include September through February. September October Internet X Movie Theaters Newspaper November December January X X X X February X X X X VIII. Statement of Benefits to the Client/Advertiser Benefits to the Client: Through our campaign we plan to help Starbucks Coffee Shop improve their relevance in the Ogden, Utah area. Clients will be aware of the Starbucks as a friendly, delicious, and knowledgeable coffee shop company. We will continue to establish our loyal customer base which will help to increase sales’ and car rental by 15% in the next six months. Benefits to the Advertiser: Our advertising firm will benefit from this promotion by gaining more knowledge of the consumer and their reaction to a variety of advertising ideas. This information will help us build a solid data base of which types of advertising works best for this type of customer base. WEBSITES USED: http://www.starbucks.com/ http://www.topdesignmag.com/15-excellent-examples-of-advertisingcampaigns/