Ad Campaign Book: Flowers By Jeanie

PRESENTSANDONIS AGENCY ANDONIS AGENCY

BROOKE BROOKINSMATT CHAMBERSAVERY CHRISTIAN

HALEIGH FINEDIANE HEATH

INDEX INDEX ABOUT...................................3WHAT WE KNOW.........................5WHAT WE FOUND.......................10WHAT OUR PLAN IS.....................14WHAT WE WILL DO...................16WHAT IT WILL COST.................24WHERE IT WILL GO..................27HOW WELL DID IT GO................32WHAT WE DID WITH GOOGLE....34APPENDIX.................................36MARKED SURVEY.......................39

ABOUTABOUT

LEAD: MATT CHAMBERS

4 ABOUT

Flowers By Jeanie341 W. Martin Luther King

Milledgeville, Ga. 31061(478) 452-6202 / (800) 615-8189

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WHAT WE KNOW

LEAD: DIANE HEATH

ASSISTANT:BROOKE BROOKINS

WHAT WE KNOW

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CURRENT CONSUMERS

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GEOGRAPHY

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6 WHAT WE KNOW

LOCAL AREA Baldwin County:

Adjacent counties:

College Students:

High School:

(from the U.S. Census Bureau)

TYPICAL FLOWER CONSUMER

According to http://congressionalactiondays.com/society-of-

7WHAT WE KNOW

COMPETITIVE SALES

Something Special

Florist-Bridal-Formalwear

www.somethingspecialfbf.com

110 Chase Court NW, Milled-

geville - (478) 414-7474

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Moore’s Flower Shop

301 S. Wayne St. Milledgeville -

(478) 452-1921

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Flowers Etc

127 Garrett Way NW, Milled-

geville - (478) 453-3132

Irene’s Flowers

231 West Mitchell Street, Milled-

geville - (478) 453-3703

Kroger’s Floral Department

1962 North Columbia Street,

Milledgeville - (478) 452-1461

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Milledgeville Florists

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Clover’s Flowers & Gift Shop

910 N Jefferson St NE, Milled-

geville - (478) 414-1477

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Ray’s Flowers & Gifts

361 S Wayne St, Milledgeville -

(478) 457-0082

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Blossoms Florist

227 Ivey Weaver Rd, Milled-

geville – (478) 451-0221

SEASONALITY

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PURCHASE CYCLE

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WEEKLY SALES

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TOP-SELLING MONTHS

TOP-SELLING SPRING EVENTS

TOP-SELLING FALL EVENTS V

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WWHAT WE KNOW

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COMPETITIVE MEDIA

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WHAT WE KNOW

WHAT WE FOUND

LEAD:DIANE HEATH

ASSISTANT:BROOKE BROOKINS

WWHAT WE FOUND

11WHAT WE FOUND

SURVEY DEMOGRAPHICS

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OBJECTIVE: To understand

which medium outlets college

student address the majority of

their attention to in relation to

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where college students in Milled-

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Research Objectives

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Strategy

Method

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how often college students in

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OBJECTIVE: To discover what

behavior in college students.

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12 WHAT WE FOUND WHAT WE FOUND

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OBJECTIVE: To determine if

college students in Milledgeville,

Ga. are aware of Flowers By

Jeanie.

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how much college students are

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WHAT WE FOUND

RESEARCH SHOWS

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WHAT OUR PLAN IS

LEAD:MATT CHAMBERS

WWHAT OUR PLAN IS

15WHAT OUR PLAN IS

TARGET MARKET

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CLIENT ANALYSIS

Strengths

Weaknesses

Opportunities

Threats

OBJECTIVES

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STRATEGY

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WHAT WE WILL DO

LEAD:HALEIGH FINE

ASSISTANT:AVERY CHRISTIAN

WHAT WE WILL DO

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17WHAT WE WILL DO

CREATIVE BRIEF

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STRATEGY

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LOGO

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AWARENESS AD

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VALENTINE’S DAY AD

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WHAT WE WILL DO

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GRADUATION AD

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DIRECT MAIL

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WHAT WE WILL DO

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MAGNET PROMOTIONS

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Z97 RADIO AD

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-“”

WHAT WE WILL DO

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FACEBOOK PAGE & LIKE

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PRODUCT PLACEMENT

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WHAT WE WILL DO

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EXTENDED BUDGET CREATIVE

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VALENTINE’S RADIO AD

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VALENTINE’S PLACEMENT

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WHAT WE WILL DO

WHAT WE WILL DO 23

BILLBOARD

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WHAT WE WILL DO

WWHAT IT WILL COST

LEAD:BROOKE BROOKINS

ASSISTANT:HALEIGH FINE

WHAT IT WILL COST

OBJECTIVES

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OVERVIEW

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MAGNETS

Colonnade Ads

JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER || JANUARY FEBRUARY MARCH APRIL MAY

Colonnade Ads

Direct MailZ97 AdsMagnets

BUDGET BREAKDOWN

Quarter page Colonnade Ads

Thirty-second Z97 Ads

Direct Mail Postcards

Product Placement Arrangements

Customized Magnets

Facebook Fan Page

Total

STRATEGY

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Placement

25WHAT IT WILL COST

26 WHAT IT WILL COST

PROPOSED BUDGET

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ADDED OPTIONS

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MAGNETS

Colonnade Ads

JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER || JANUARY FEBRUARY MARCH APRIL MAY

Colonnade Ads

Direct MailZ97 AdsMagnets

PROPOSED BUDGET BREAKDOWN

Quarter page Colonnade Ads

Thirty-second Z97 Ads

Outdoor Billboard

Direct Mail Postcards

Product Placement Arrangements

March

Customized Magnets

Facebook Fan Page

Total

BillboardPlacement

Z97 Ads

WHERE IT WILL GO

LEAD: AVERY CHRISTIAN

ASSISTANT:DIANE HEATH

WHERE IT WILL GO

OST

28 WHERE IT WILL GO

AUDIENCE STRATEGY

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GEOGRAPHY STRATEGY

SEASONALITY STRATEGY

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MEDIA PATTERN

COST STRATEGY

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MEDIUMS

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WHERE IT WILL GO 29WHERE IT WILL GO

THE COLONNADE

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Date Size Cost Cost per 1000

Z97

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Date Length Cost Cost per 1000

30 WHERE IT WILL GO

DIRECT MAIL

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MAGNETS

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31WHERE IT WILL GO

BILLBOARD

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HHOW WELL DID IT GO

LEAD: BROOKE BROOKINS

ASSISTANT:HALEIGH FINE

HOW WELL DID IT GO

33HOW WELL DID IT GO

OVERVIEW

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EXPECTED RESULTS

OBJECTIVE ONE

To determine if Flowers By Jeanie’s

sales increased during the length of the

campaign, June 2011 to 2012, by tracking

monthly sales increase.

Tactic: -

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Strategy

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OBJECTIVE TWO

To determine if 25 percent of the target

audience who received a coupon redeemed

it in the given time period.

Tactic

Strategy

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OBJECTIVE THREE

To determine if the proposed creative campaign was successful in increasing

awareness from 24.1 percent to 65 percent among college students age 18-24 in

Milledgeville, Ga.

Tactic

Strategy

WWHAT WE DID WITH GOOGLE

LEAD: AVERY CHRISTIAN

ASSISTANT:DIANE HEATH

WHAT WE DID WITH GOOGLE

GOOGLE ADWORDS

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GOOGLE ANALYTICS

35WHAT WE DID WITH GOOGLE

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APPENDIXAPPENDIXLEAD:

MATT CHAMBERS

APPENDIX PART A

APPENDIX PART B

37APPENDIX

APPENDIX PART C

APPENDIX PART D

38 APPENDIX

MARKEDSURVEY

LEAD:DIANE HEATHMARKED

SURVEY

Documents

Ad Campaign Book: Flowers By Jeanie