Media PlanPart I, Summer 2017

xMEDIA

TABLE OF CONTENTS

Agency Credentials

Executive Summary

Campaign Scope

Situation Analysis

Product + Brand Variables

Target Market ID + Rationale

Geographic Profile

Competitive Profile

Media Menu

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Bamboo is quick. It is resilient. And like us, it never gives up.

As a coalition of eight versed in the art of branding,Bamboo Media is dedicated to cultivating a quality, consistent brand image that efficiently spans a range of media channels and platforms.

You may have heard about one of our Clio Awards or about our immense network, but here at Bamboo we count our victories by breathing life into our clients’ visions.

We pride ourselves on developing and delivering effective campaign strategies through diligent consumer and market research in order to spread brand awareness and captivate consumers to keep them coming back for more.

In other words, we know what we’re doing.And we’re damn good at it.

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Jennifer HernandezAccount Executive

Danesh HussainSenior Copywriter

Jennifer VannoyAccount Analyst

Melody ZhangAccount Executive

Sara GonzalezAccount Strategist

Jessica EvansAccount Strategist

Malayna EllisCreative Director

Angela DaiCreative Director

ExecutiveSummary

Bamboo Media has done extensive research into Summer Moon Coffee’s (SMC) target market, the competitive market, and the Carytown geographic market with the purpose of creating a media plan for SMC that would allow them to expand their business into Virginia from Texas. The media plan that Bamboo Media has created follows the detailed objectives set by SMC themselves: discovery, involvement, action, and sharing.

Established in 2002 in Texas’ weirdest city, the family-owned SMC began with one simple goal: to make great, fire-roasted coffee. Within the decade, SMC had won over Austinites with their unique roasting process that produced coffee too good to keep in just one city. Now the time has come for SMC to grow beyond the heart of Texas into the hearts of Virginians. Nearly 1,500 miles away from home, a new store will open in the Carytown district of downtown Richmond, VA. Richmond’s economy is bustling and Carytown is beloved by all visitors. Thankfully, Carytown also encompasses the quirkiness of Austin along with a love for all things local, making this a smooth transition for SMC.

SMC has enlisted the help of Austin-based Bamboo Media to not only help plan and execute the opening of the Carytown store in VA, but to also bring and incorporate their vision and story to create an authentic, Texan-inspired location. This authenticity will allow SMC to market to their primary target of “the trendsetters”, who are young professionals aged 25-35. This group is most likely to consume coffee on a regular basis because they’re based in the city, make good money from a post-college job, and appreciate coffee. The secondary target of “the followers” consists of young adults aged 18-24. Comprised of mostly college students who don’t live close-by to SMC, “the followers” would have to intentionally make the trip to Carytown to try new sweet drinks and be a part of the SMC and Carytown community.

Through social media and word-of-mouth marketing, people will first discover and become involved with SMC. Per the set objectives, this means 50% of SMC’s targets would be able to identify SMC and who they are by the end of the campaign. Local press coverage will also help with this. Those involved must be persuaded to take action and try SMC. This will be done through events and other conversation generated by Bamboo Media. Throughout this process receptivity and participation of SMC’s growing customer base will be monitored via social media to ensure that the target isn't losing interest in SMC's products or brand. With a budget of $20,000 to be spent on media efforts, Bamboo Media will follow and meet SMC’s objectives. 2

Summer Moon Coffee (SMC) are an Austin-based local coffee shop chain well-known for providing craft-driven, first-roasted, and family owned classic coffee in its own authentic and special way. Over the past decade, family members of SMC have poured their heart and soul into this establishment. Recently, a close member has decided to expand the charm of their coffee nationally by opening a new store in the Carytown district of downtown Richmond, VA on Saturday, May 19, 2018.

Media success will be determined based on ability to educate, encourage and excite. With a budget of $20,000, the goals of spreading brand awareness and increasing interaction with the target market will be reached in order to secure the goals for 2019 and beyond.

Campaign ScopeEducate

Encourage

Excite

In order to reach SMC’s goals, Bamboo Media researched and determined the target audience of younger adults and analyzed their potential preferences and media consumption. Bamboo Media aims to educate by having 50% of the target audience be aware of and able to identify the SMC brand by the end of the launch campaign.

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Target audience information will provide a full understanding of the current market situation, including brands and competitors. Bamboo Media plans to incentivize by having 150 visitors daily, Monday through Thursday, and 550 visitors daily over the weekends, with an average in-store transaction amount of $12.

It’s time to go further and appeal to more consumers. More basic information and details will be provided, including potential media channels and their prices. The goal is to get approximately 300 attendees at events and lift overall site visits by a spike of 25% during the launch phase in Richmond, with an 85% growth from the Richmond DMA.

The overarching goal is to create a family-driven and distinctive storefront coffee shop in Richmond that

maintains the authentic southern elements and personality that SMC is known for.

Situation Analysis

StrengthsLarge menu selection. Summer Moon’s many different varieties of coffee, food and cold drinks will suit the needs of anyone in Carytown. Whether it be the grandma out Christmas shopping, the mom out and about with her children, or the student looking for a study spot, everyone’s needs will be satisfied.

Quirkiness. Carytown proclaims itself “a vibrant, urban commercial district.”1 Summer Moon’s cool Austin mentality will bring that vibrancy to the surface.

WeaknessesHand roasting. Almost everyone loves the freshness of hand roasted coffee. However, necessary ingredients, like Texas oak, would be harder to obtain in Virginia.

Price. An average salary of $138,472 in Austin decreases to $115,000 in Richmond, according to Sperling’s Best Places.1 Even though Summer Moon’s coffee prices seem all right in Austin, they might be too overpriced in Richmond.

OpportunitiesCarytown Merchants Association. The Carytown Merchants Association (CMA) is an local business alliance in Carytown that believes in growing stronger by partnering together and working on the community’s common interests.2 Joining this would not only bring in business allies but also bring a well-known face to a newcomer.

Politically outspoken. Summer Moon and Virginians share the same conservative ideals. This is important because making any conservative political statement will likely drive local business.

ThreatsOut-migration. More people are moving out of Virginia than in. According to the Census Bureau, only 44,000 people moved to Virginia in 2016, which is the state’s lowest population gain since the 1970’s.3

Long-time standing. While this book does contain an in-depth look at Summer Moon’s competitors, it should be noted that most of these competitors have been family owned and operated for generations, and already hold a good community reputation.

Long surpassing its roots of “the blacker the better,” coffee has become a creative skill that is treasured for the many complexities of its flavors and its multitude of brewing methods and locations. Let’s dive into Summer Moon’s strengths, weaknesses, opportunities and threats in this exciting new coffee endeavor.

Internal External

41http://www.bestplaces.net/cost-of-living/richmond-va/austin-tx/115000 2http://www.carytownrva.com/about.html3http://statchatva.org/2017/01/26/out-migration-from-virginia-continues-for-a-third-year-slowing-statewide-population-growth/

http://www.bestplaces.net/cost-of-living/richmond-va/austin-tx/115000http://www.carytownrva.com/about.htmlhttp://statchatva.org/2017/01/26/out-migration-from-virginia-continues-for-a-third-year-slowing-statewide-population-growth/

Situation AnalysisBrand + Product Variables

Inspired by a world without technology, Summer Moon Coffee began roasting coffee beans in Austin, Texas in 2002 with three simple tools: brick, fire and wood. The shop prides itself on the creativity, passion and experience it brings to each cup of wood-fired coffee.

Though Summer Moon Coffee does all the roasting by hand, they are still able to produce many different roasts of beans. With such authentic and innovative variations such as the light, Honduran “After Glow City Roast”, the velvety “Swinging Lantern Tri-Roast”, the citric “Beach Fire Full City Roast”, and the chocolatey, Peruvian “Flickering Full City Roast”, it is easy to see why Austinites kept coming back for more. Summer Moon’s coffee, however, isn’t the only talk of the town. Their sweet, lightly flavored vanilla “Moon Milk” has definitely made a splash in every city it’s touched down in. When customers aren’t coming in for drinks, they are able to buy 12 ounce bags of roasted beans, or a variety of breakfast and lunch foods.

Summer Moon Coffee not only prides themselves on their coffee, but on their politics as well. Summer Moon well-known in the city of Austin as a pro-life shop and actively speaks up in support of the cause. While this is largely a positive trait for Virginia’s large conservative population1, the brand must be careful not to alienate too many customers through their political leanings.

Summer Moon Coffee’s exceptional products and firm political stance have paid off - what began as a small shop off of South 1st Street in Austin, Texas has slowly expanded to eight current total locations. Five shops are located in Austin, one in Buda, one in San Antonio, and even one in Frisco, within the Dallas metroplex. 51https://www.nytimes.com/elections/results/virginia

Situation Analysis

Target Market ID + Rationale

Meet Jack, a 28 year old already a few years into his first job out of college. He’s making a good amount of income to ensure he has an apartment, a car, and a well-stocked fridge - but he can’t forget his coffee. Jack delights in more mature flavors like dark roast coffee and iced americanos.1 At the moment, Jack is embracing natural and organic ingredients.2 Not only does he keep up with trends, he’s most likely the first one to know. Jack loves coffee shops, and would not shy away from services that allow him to interact with the shop more - whether it be through social media, events or even loyalty programs. Extra services are not a deal breaker for Jack; he’ll still be willing to pay a premium for some quality coffee.3 All these characteristics of Jack are important to note because according to consumer reports from Mintel, young male adults ranging from 25 - 35 are the key consumers for coffee shops and visit more than any other group.

The Follower (18-24) - Secondary TargetImagine Jenny, a 20 year old college student at The University of Richmond working on her liberal arts degree. Jenny is an avid social media user, and will try any trend she sees on her feed. She also loves to customize her coffee, though she prefers sweeter drinks - iced drinks with whipped cream and syrups are her go-to. While Jenny knows what she likes, she does not have many strong opinions on coffee, and would just prefer immediate deals.3 She, like many other Richmond residents, does not live close to the new Summer Moon store. As a student on a schedule, convenience and price are a priority.4 Jenny is much more inclined to visit coffee shops with atmosphere; she enjoys the feel of a community gathering place, and would attend any concert or workshop hosted - as long as it’s not pricey!

Primary TargetThe TrendsetterYounger adults (25-35)

Secondary TargetThe FollowerYoung adults (18-24)

61 http://academic.mintel.com.ezproxy.lib.utexas.edu/display/843151/ 3 http://academic.mintel.com.ezproxy.lib.utexas.edu/display/757781/ 2 http://academic.mintel.com.ezproxy.lib.utexas.edu/display/757777/ 4 http://academic.mintel.com.ezproxy.lib.utexas.edu/display/843157/

http://academic.mintel.com.ezproxy.lib.utexas.edu/display/843151/http://academic.mintel.com.ezproxy.lib.utexas.edu/display/757781/http://academic.mintel.com.ezproxy.lib.utexas.edu/display/757777/http://academic.mintel.com.ezproxy.lib.utexas.edu/display/843157/

Situation Analysis

Geographic Profile

Although Carytown’s population is smaller, its density is almost triple that of Austin’s. Therefore, Summer Moon Coffee would gain more exposure in one set Carytown location than it would in two Austin locations. People are constantly coming and going within the Museum District, so grasping a customer’s attention while they remain in the area is important.

Like Austin, Carytown is devoted to “enhancing appeal as a place in which to work, live, eat, shop and play.”4 Since the town consists mostly of non-family households, Summer Moon Coffee will allow the younger community to come together. Much of Carytown’s expenditures go towards contributions, entertainment, and gifts.5 Summer Moon can reflect this through promotions and events to cultivate a positive brand image.

Summer Moon Coffee will be a great addition to Carytown’s history, rich culture, and striving business environment by incorporating their Southern twist into events and programs that benefit Carytown and the surrounding community of Richmond, Virginia.

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Located in the capital of Richmond, Virginia, the area of Carytown focuses on “the overall Carytown business environment [and] enhancing Carytown’s historic charm.”1 The presence of many historical buildings adds an eclectic flavor to the surrounding area. Taking this information into consideration, Carytown is the ideal location for Summer Moon Coffee to branch out and expand their store front. Since Summer Moon Coffee is dedicated to the 19th century way of coffee roasting, their old fashioned techniques would add even more character to Carytown’s quirky vibe. With a population of around 3,000 young working professionals, Carytown and Austin share similar demographics. The average Carytown resident’s age is 31 years old, while the median age is 342 . In comparison, Austin’s resident median age is 32.3

1 http://www.carytownrva.com/about.html2 http://www.areavibes.com/richmond-va/carytown/demographics/3http://www.city-data.com/city/Austin-Texas.html 4, 5https://www.point2homes.com/US/Neighborhood/VA/Carytown-Demographics.html

http://www.carytownrva.com/about.htmlhttp://www.areavibes.com/richmond-va/carytown/demographics/https://www.point2homes.com/US/Neighborhood/VA/Carytown-Demographics.html

Sugar & Twine at 2928 W Cary St, Richmond, VA 23221Established in 2015, this coffee shop is a new Carytown hit, serving some of the best handcrafted pastries in town. Additionally, Sugar & Twine is a big supporter of local coffee bean producer Trager Brothers, who produce the coffee beans behind all their crowd-pleasing drinks. Sugar & Twin also serves up fresh baked goods every day, with an east coast aura that provides a welcoming and cozy atmosphere. Just like Summer Moon, this location is relatively new and upcoming, so there will be competition for market share and recognition.4

Rostov’s Coffee & Tea at 618 W Main St. Richmond, VA 23220Founded in 1979, Rostov’s roasts hundreds of pounds of coffee per week. They use a Jabez-Burns roaster from the 1930’s, adding an exciting historic twist to their brand image. Rostov’s brand values extensive knowledge and experience when it comes to roasting coffee. They are a typical family owned coffee shop that has the largest selection of freshly roasted coffee in Richmond, Virginia.1

Black Hand Coffee at 3101 Patterson Ave, Richmond, VA 23221Black Hand Coffee is a locally owned cafe located in Richmond, Virginia. Their high quality green coffee beans are imported from farms from around the world, and then roasted in-house. After being exported to their Museum District location, the demand for their quality coffee has continued to increase. Black Hand Coffee gives back to the community by partnering with nonprofit organizations and collaborating with local breweries to maximize customer exposure. Their goal is to “connect coffee drinkers with the best roasts that the international market has to offer.”2

Lamplighter Coffee Roasters Addison St. Café at 16 S Addison St, Richmond, VA 23220Lamplighter Coffee Roasters opened in 2009, providing a full kitchen and espresso bar. The cafe is a popular hub for locals on weekends, with an outdoor seating area providing a comfortable customer environment. Lamplighter also offers a two hour seminar for coffee enthusiasts that introduces the chemistry behind world crafted coffee bean roasting.3

Situation Analysis

CompetitiveProfile

81http://rostovs.com/ 3https://lamplightercoffee.com/location/addison-st 2https://blackhandcoffeeco.com/ 4http://sugartwine.com/

http://rostovs.com/https://lamplightercoffee.com/location/addison-sthttps://blackhandcoffeeco.com/http://sugartwine.com/

TV CPP

Prime Access (7pm - 8 pm) $62

Prime (8 p.m. -11p.m) $152

Late News (11pm - 11:30 pm) $67

Late Fringe (11:30 pm - 1am) $56

Radio CPPAM (6 am - 10 am) $57

Day (10 am - 3 pm) $56

PM (3pm - 7 pm) $65

Evening (7pm - 12 am) $33

Newspaper

Fluvanna Review B&W Rate Color Rate Cost Circulation

Full pg $406 Full pg 527 6,215

1/2 pg $267 1/2 pg 347

1/4 pg $139 1/4 pg 180

1/8 pg $87 1/8 pg 113

Richmond Times Dispatch N/A ½ pg $4590 98,044

N/A 1/4 pg $2565

N/A 1/8 pg $1,465

Consumer Magazine - Richmond Magazine Based on 55,000 circulation Black and White Rates 1 ti 4 ti 8 ti 12 ti

1 page $5,000 $4,900 $4,800 $4,700

1/2 page $3,800 $3,700 $3,600 $3,500

1/4 page $1,800 $1,700 $1,600 $1,500

1/6 page $1,200 $1,100 $1,000 $900

Color Rates

1 page $6,100 $6,000 $5,900 $5,800

1/2 page $4,300 $4,200 $4,100 $4,000

1/4 page $2,400 $2,300 2,200 $2,100

OOH Rate/Wk Impressions/wk CPP

Billboard 4200 509,005 $42

Digital billboard 2567 515,219 $48

Posters 1100 511,100 $55

digital posters 1,126 514,356 $60

SEM CPC

coffee $3.44

richmond virginia $1.80

downtown richmond $1.60

coffee shop $6.72

things to do in Richmond $2.10

Social Media CPM

Facebook $7.19

Instagram $6.70

Twitter $4.00

Media Menu9

- http://www.srds.com - http://www.lamar.com/ - https://www.semrush.com/

http://www.srds.comhttp://www.lamar.com/https://www.semrush.com/