Muse Media Final Compressed

MUSE MEDIA

Meet the Team

Isabella Gonzalez is a senior majoring in Integrated Marketing Communication. She has a passion for the media and entertainment industry and has the opportunity to work at several top-notch companies where she learned to apply her knowledge in a real-life setting. She has experience with brand management, licensing, event production, media planning, and digital campaigns. After graduation she hopes to obtain work that develops her skills and challenges her to excel. A native of Temecula, California, Isabella enjoys spending free time with her friends, going to the movies, doing pilates, and lounging at the beach.

Ross Seeman was born and raised in inner Portland, Oregon, where he learned such activities as composting, bike riding and mushroom hunting. He then ventured to the sunny coast of Malibu for a degree in Advertising at Pepperdine. Last year he studied abroad in Shanghai, China, where he studied Mandarin, played with monkeys and ate lots of noodles. Ross also just returned from his gap semester in Oahu, where he used his Japanese as a snorkel guide, taking Japanese tourists swimming with wild dolphins and turtles daily. Ross is currently finishing his Junior year, and can be seen doing the weather every Friday morning on Good Morning Malibu.

Katrina Kirsch ventured to Southern California from Chicago, Illinois to escape winter and expand her palette beyond pizza. As a senior studying Integrated Marketing Communication, she has learned how important a message can be when connecting with a client, co-worker or stranger. Her experience working in a creative marketing agency, a newsroom and a coffee shop have sparked her interest in global communication and storytelling. She enjoys learning about cultures and hopes to find an opportunity in the international workplace. Her passions lie in content writing, photography, travel, classic rock and killer espresso.

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Klara Tomkins was born and raised in the beautiful Santa Cruz mountains of Northern California. She grew up riding horses, fencing and exploring the vast wilderness that surrounded her home with her two older sisters. By the time one sister graduated Pepperdine in 2008, Klara was convinced it was the university for her. In 2012 she made Malibu her home. When she’s not in class, Klara enjoys surfing, running, spending time with family and eating large amounts of Thai food. In Spring of 2016 Klara will graduate with her B.A in Advertising and a concentration in Business Administration. She is passionate about advertising and excited to continue discovering more about the field.

Jesse Segura is currently a junior at Pepperdine University, where he is studying Integrated Marketing Communication. He is originally from a small town in rural Wisconsin. He has a passion for creativity and business, both of which fall under his field of study. He hopes to one day manage his own business, specifically, a juice bar. He spent a year studying in Lausanne, Switzerland, which expanded his understanding of the global perspective. He enjoys sail boats, motorcycle rides, and jammin’ to good tunes.

Madii LaFerney, a Texan born and raised, moved to California to earn her B.A. in Integrated Marketing Communication. Live music, animals, and queso are a few of her favorite things. Madii is passionate about helping others in pursuit of a creative vision; she is committed to assisting others reach their goals through strategic planning and innovative designs. Before joining Muse, Madii worked at a national ticket brokerage, a marketing and public relations agency, and an animal rescue shelter. Her sidekick, Pepper, is a 15-month-old chihuahua who enjoys eating grass and also serves as the agency therapist.

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At Muse Media, we believe you are unique. By understanding each client individually and personally,

we recognize the nuances and passions that make your brand one-of-a-kind.

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Table of Contents

Letter to ClientCreative BriefBrainstormCampaign StrategyTarget Market Questions Profile ExplodetheDotTarget Area LosAngeles PacificPalisades Brentwood SimiValleyResearch Campaign E-BookPublishing PetIndustryTrendsOnline Tactics YouTube GoogleAdWords DigitalAd DirectEmail SocialMedia MobileAd GoodreadsPrint Tactics Newspaper FSIOut of Home PoochParade BusinessCard Book Cover MissingPosterTelevision Tactic PSABudget Overview Breakdown ScheduleSupplemental WebsiteTeam Member ContributionBibliographyNotes

MUSE MEDIA

16 April 2015

Dear Louis & Eugenie Spirito,

Muse Media is thrilled you have chosen to consider our agency for marketing your book, Gimme Shelter. We believe the book is a moving, inspirational story of how unexpected occurrences can change the outlook of one’s life and are excited to help share your story with others through an effective advertising campaign.

At Muse Media, we believe you are unique. By understanding each client individually and personally, we recognize the nuances and passions that make your brand one-of-a-kind. Gimme Shelter is a journey of one man’s struggle to overcome anger - a learned behavior that dominates his daily interactions - and ultimately help his relationships thrive. Muse Media recognizes the emotional impact of this book and believes our promotional efforts can expand its existing customer base by focusing on peoples’ desire to reroute their own courses.

In addition to increasing the sale of GimmeShelter, we also plan to highlight Mr. Spirito’s personality and voice as a writer to drive customers to other works and future opportunities in writing or public speaking.

Thank you for giving Muse Media the opportunity to represent your brand. We look forward to working with you to make your campaign a personalized, unique success.

Best,

Muse Media

Ross Seeman

Isabella Gonzalez

Madii LaFerney

Klara Tomkins

Katrina Kirsch

Jesse Segura

MUSE MEDIA

Brief Description of Product: GimmeShelter is a book detailing a glimpse in Louis Spirito’s past and how the adoption of an abused dog, Tanner, changed his future.

Role of Advertising: Since GimmeShelter has been available for over a year, an advertising campaign will bring awareness of the product to areas outside the saturated Malibu market. The campaign aims to increase book sales, as well as gain website traffic and recognition for Louis Spirito as an author and speaker. Consumers will get the chance to read a personal, emotional story of how one man and his wife discovered a dog that changed their outlook on life.

Communication Purpose: ____ General leads ____ Introduce new product or service _X_ Sell company image _X_ Other (Increase brand recognition)

How do you want people to respond?____ Contact company (call, email, other) _X_ Go to website ____ No action, image only _X_ Other (Purchase book)

Target Audience(s): Men and women, ages 34-54 who are extreme dog lovers and support animal shelters/rescues. Live in upscale areas, have an income of $75K+, and consider pets a part of the family.

Key Insight: Pacific Palisades is the ideal location to advertiseGimmeShelter because the dominant age groups are 35-49 and 50-64 year olds. Over 70% of the population has earned a Bachelor’s degree or higher, and the average income is primarily $125K+.

Audience’s current perception of your company and product: The audience in our target cities are likely unaware of Louis Spirito and GimmeShelter. Our goal is to create awareness and desire for the book, Tanner as a distinct personality, and Louis as an author.

What differentiates you from the competition?While most animal stories are primarily inspirational and heart-warming, GimmeShelter has an edge to its storyline. Spirito weaves past emotional dramas into his book, and discusses how the adoption of Tanner changed his attitude and outlook on communicating with others. Tanner has a distinct personality, and we aim to highlight that in the ad campaign.

Creative BriefClient: Louis, Eugenie & Tanner Spirito

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Product Features: Entertainment through reading book full of emotion, humor, rescue, and life advice.

Product Benefits: Readers can relate the story to their own lives, find a way to deal with past issues and struggles, and look forward to changing their future.

Choose desired advertising characteristics from list below:

___ Conservative _X_ Contemporary ___ Cutting Edge

___ Factual ___ Emotional _X_ Clever/Witty

Mandatories: • Increase sales of GimmeShelter • Create book-related video • Redesign of the author’s website & book cover • Drive customers to author’s website via social media promotion

What one single fact or idea should audience remember/take away from the advertising? Lou and Tanner’s story is interesting, intriguing and worth the purchase.

Creative BriefClient: Louis, Eugenie & Tanner Spirito

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Brainstorm

1. Old dog new tricks

2. Alternative to therapy

3. Transformation

4. Renewal, Regrowth, Redemption

5. Who’s taking who for a walk?

6. Saved by the (pit)bull

7. Redemption comes in many forms

8. Two dominant breeds

9. How saving a dog saved my life

10. A journey of dog walks man

11. Anger’s ruff, take a walk

12. Sometimes a wrong turn leads you to the right place

13. Wrong turns and rough roads to redemption

14. Journey of turning points

15. Shifting old patterns

16. Trying to recapture the past

17. Breaking habits

18. Altering course

19. How I rescued my owner

20. Discovering wants versus needs

21. Tanner Tales (Tails)

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Campaign Strategy

Statement

Unique Selling Point of Gimme Shelter:For animal shelter supporters, Louis Spirito’sGimmeShelter is the most personal recount of the struggles and triumphs that accompany animal adoption, standing out from all other animal-based memoirs. Unlike traditional stories, this journey of how one shelter stray unknowingly rescues his new owner will make any reader contemplate the course of life and the people and pets who impact it the most.

ObjectiveS

The primary objectives are as follows: • Drive consumers to purchase GimmeShelter • Build brand awareness for author Louis Spirito • Promote USP across all advertising media

GOalS

The advertising campaign will accomplish these goals: • Increase book sales and extend shelf life • Drive customers to author’s website • Produce book trailer • Spark interest for reading Tanner’s blog • Boost fans and followers on social media platforms • Generate name recognition for the author

To achieve the goals outlined above, Muse Media will use effective advertising tactics to show the benefits readers will gain from purchasing GimmeShelter. These include an understanding of human’s constant struggle to better themselves and how one shelter dog was the catalyst of change. Readers will also look more introspectively at the direction their life is taking and the path they want to take in the future.

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1. Who is our target market? Give brief lifestyle/additional descriptions. Include some demographics too. Are they users, heavy users, nonusers, and users of competitive brands? What is the relationship to other product/service usage. We are targeting men and women, ages 35-54, in Simi Valley and the Los Angeles city area, focusing on Pacific Palisades and Brentwood. Our target audience has household incomes over $75K+ annually. This audience consists of individuals who are not only pet owners but also are pet enthusiasts. In addition, they are users of competitive brands, specifically other inspirational animal stories. Competitive brands are more prevalent in their lives because our product currently lacks brand awareness.

2. Where is our product in the mind of our target market? They don’t know us... They know us, but don’t use us... They prefer another brand because...they don’t understand what we can do...They don’t use us enough...Etc. GimmeShelter is not currently in the minds of our target market, as most of the marketing efforts have been focused in Malibu. They do not understand the story the book has to offer, so we plan to introduce them to the product and create a desire for it.

3. Where is our competition in the mind of this person? Use the same approach as above, but concentrate on competing brands. Our competition is in the minds of our target market, especially with books such as Marley&Me and TheArtof RacingintheRain. These books have gained a following and been popularized through their brand recognition.

4. Where would our product like to be in the mind of this person? Product is positioned as...product is the best choice because...now they know the product will... We would like the target market to think of GimmeShelter when discussing forms of entertainment with friends. They will know the product, use it and then recommend it to friends. Since word-of-mouth helped sell the book in Malibu, our marketing efforts will encourage sharing it in the Los Angeles area as well.

Target MarketQuestions

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5. What is the consumer promise and the “big idea”? State your major focus of your campaign. Not a tagline at this stage, but a concise idea that sums up what the campaign should be about. The consumer promise of GimmeShelter is that readers will be entertained by one man and dog’s inspiring, relatable story. The big idea of the campaign is to sell the book by playing into Louis and Tanner’s rough and tough personalities. The ads will draw in consumers using the slogan “Most Interesting Dog in the World.” Our photos will show Tanner doing unconventional things, such as wearing a leather jacket or sunglasses.

6. What is the supporting evidence? Build benefit after benefit in support of your big idea, which you state in #5 above. A play off of the Dos Equis campaign “Most Interesting Man in the World,” the goal of our campaign is to make Tanner’s story intriguing enough that viewers purchase the book on Amazon or visit Lou’s website. According to AdAge’s “Top Ad Campaigns of the 21st Century,” the Dos Equis campaign is ranked at #11. Since our target market pampers their pets, we believe they will be attracted to ads that show a dog going above and beyond normal activities. A 2013 eMarketer report shows 68% of households in the US own a pet, and those pets are increasingly getting all-star treatment. As more and more people are treating pets like part of the family, Lou and Tanner’s story will resonate with them.

7. What is the Tone of Voice? Decide on appropriate tone - warm, family values, star-tling , high-tech, sobering fact, mild guilt, humor, etc. The tone of voice of our campaign is primarily intrigue, with photos, copy, and headlines focusing on the “Most Interesting Dog in the World” theme.

Target MarketQuestions cont.

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We are looking at men and women, ages 35-54, with household incomes of over $75K per year. This audience is not comprised of merely pet owners but those who dedicate an above average amount of time, money and resources to the care and happiness of their animals. They log their social hours at the local dog park or pet-friendly spaces, with furry friend in tow.

According to Mintel Academic, although this audience may or may not have children, these pet owners take precautions with their animals as if they were children. Labels of food, treats, toys, and cleaning products are read for any unsafe ingredients or materials.1 They may buy supplements for their animal’s extended health and well-being.2

While this audience enjoys maintaining their animals’ happiness, they are also the ones who have nurtured a sick or abused animal back to his or her proper health. According to Mintel, many of their current or past pets were adopted from an animal shelter or rescued from a pound.3 They are also likely to contribute to local shelters or organizations that fight to save abandoned animals.

Keep in mind this audience considers their animal a part of the family, so they will be emotionally connected to others who do the same.4

Target MarketProfile

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Target MarketExplode the Dot

Explode the Dot Method5

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Los Angeles (city) Map:

Population:Total: 3.8 million Female: 50.2% Male: 49.8% Age 18-64: 59.8%

Households: Total: 1,320,960Persons per household: 2.83

Target MarketResearch: Los Angeles City

United States Census - Los Angeles (city), CA6

Target MarketResearch: Pacific Palisades

Household Income in 1000s of dollars Average Age

Education Level

Mapping L.A - Pacific Palisades7

Total Population: 23,940

Ethnicity

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Target MarketBrentwood

Mapping L.A - Brentwood8

Household Income in 1000s of dollars Average Age

Education Level

Total Population: 31,344

Ethnicity

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Target MarketResearch: Simi Valley

Population: Total: 126,181 Females: 51.2% Males: 48.8% Median resident age: 37.6 years

Households: Total: 41,237 Persons per household: 3.00 Median income: $106,009

Average AgeHousehold Income in 1000s of dollars

Education Level

Simi Valley, CA - Realtor.com9

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CampaignResearch

Why Black & White?In his study conducted to observe the effects of nostalgia, social psychologist Clay Routledge presented his participants with images that reminded them of fond memories of their past. He found that participants who reached a state of nostalgia experienced an increase in positive emotions — many times, these feelings of nostalgia translated into an improved, good mood. In addition, he found that reminiscing over fond memories of the past resulted in good emotions in the present. Overall, it left the participants inspired, energized, with a lower stress level and a feeling of self-worth.10

Our campaign used the above study to justify why a black and white color scheme is a beneficial for the GimmeShelter campaign. Since the target audience is 34-54 years old, their memories of black and white videos or print ads from their childhoods will be invoked by the “old-school” theme we have created for the campaign. We will preserve the nostalgic feel while simultaneously giving the campaign a present-day twist by the use of white space. The final ad product fits Gimme Shelter well because it is a book that reflects on the decades past while showing change happening in the present.

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Market ResearchMedia & Ebook Publishing

13

12

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PC Internet 183.3

TV 163.5

Mobile Phone 62.2

Tablet Internet 38.3

Books (print) 35.6

Print Newspapers/Magazines 23.4

Daily Time Spent with Media Among Consumers in US, by type, 2013 (minutes).11

Market ResearchLifestyle & Pet Industry Trends

• Market for pets, pet food, and pet-related products and services is forecast to increase 21% from 2014-2019.15

• 1 in 10 pets has a social media profile.16

• To build brand awareness and loyalty, any marketer of pet-related products or services needs to leverage the use of social media and, in particular, its interactivity and networking effect.17

• About one in 10 pets are acquired as a favor to a family member or friend who can no longer care for it. Men are somewhat more likely than women to acquire a pet for this reason.18

• High income households are more willing to join an online pet community.19

14

*SRDSIndexrepresentsthelikelihoodtoparticipateinoneof thelistedlifestyleattributesandthesingleselectedlifestyleversusthelistedlifestylealone.

Pet industry trends

lifestyle trends

Lifestyle of the Elite Suburb Group SRDS Index

Interested in the Arts 154

Prefer Specialty Stores 154

Do some sport/exercise once a week 143

Avoid watching tv commercials 135

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Online TacticsSocial Media // YouTube

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Out of Context:

The YouTube promotional video is unique in that it allows Tanner and Louis to interact, tell their story, visually represent their book, and create personalities for themselves through a spot that lasts just over one minute. This book trailer incorporates the important facts that lead to the creation of Gimme Shelter, and interacts with the audience throughout the duration of the video. The spot is clever and captivating, with catchy music, a clever yet lighthearted feel, and a definitive call-to-action. Users who are watching the video, will already be in front of their computer or mobile device, minimizing the steps needed to visit Amazon to buy the book. Traffic will be drawn to the video through postings on Louis’s Facebook page, The Linda Blair Worldheart Foundation’s Facebook page, uploading links on Tanner’s blog, and sending a link to the video through email promotions. The video will exponentially gain success as the above platforms are used to direct consumers to the book trailer. Not only is YouTube a free advertising and promotional tactic, but it is also the number one site for streaming digital videos as shown by a 2014 eMarketer research survey. 75% of respondents used YouTube to stream, with Facebook as the second most used site at 33%.20

1 2

Promotion: The Linda Blair Worldheart Foundation

reach: 23,273


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3 4

5 6

7 8

109


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Online TacticsGoogle AdWords

This medium is proven to give us the highest conversion rates – enabling us to get the biggest bang for the buck. Google AdWords works on a bidding system – meaning we can essentially set our own price and only pay per click. We plan to allocate a cost of $200 throughout the entire 3-month campaign.21

The search optimization Google Adwords offers is paramount to promoting GimmeShelter. Currently, the book does not appear in the top 10 items when “Gimme Shelter book” is searched on Google. By choosing keywords relevant to the book, website, and blog, we will not only be able to compete with other products named GimmeShelter but will show up when consumers perform searches for “animal rescue” or “animal shelters.” Adwords will boost the position of GimmeShelter by placing bids on the specific keywords listed below. We believe Adwords will be effective because according to a survey of most effective marketing methods for small business owners, SEO/organic search visibility was ranked as the fourth most effective method. Another benefit of Adwords is the potential for the ad to be seen on Google-affiliated sites, such as YouTube.22

Key Words:Anger Management / Pet Book / Gimme Shelter / Gimme Shelter Amazon / Animal RescueDog Rescue / Dog Shelter / Animal Story / Pet Story / Pet Adoption / Dog Book / Pet BlogLocal Animal Shelters / Local Animal Rescues / Southern California Shelters / Louis SpiritoHow to take care of a rescue dog / How to take care of a rescue pet / Pacific Palisades Shelters

Estimated traffic summary: The following are approximations for the keywords above.Based on max CPC: $5.63 and budget: $10.00/day.Avg. CPC: $4.61 - $5.63Clicks/day: 1 - 2Cost/day: $9.00 - $11.00

400 clicks over the first month at book cost of $14.99 = $5,996

Standard delivery: (the default option) tries to show your ads throughout the entire day to make sure that you don’t spend your whole budget in the morning and cause your ads to stop showing for the rest of the day.

total reach: 431,000Projected Purchase: 1,153 delivery: StandardcPm: $4.61roi: 47.4%

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Online TacticsGoogle AdWords

Out-of-Context:Headline: Gimme Shelter Link: www.louisspirito.comBody Copy: The Most Interesting DogAnd how he rescued his human

In-Context:

Gimme Shelter www.Louisspirito.comThe most interesting dog in the world and his best friends best friend

Gimme Shelter

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Online TacticsDigital Ad // PetPlace.com

PetPlace.com is an online resource for pet care information and pet health information. The website features more than 10,000 veterinarian approved articles of pet information and heartwarming Pet Stories, making it a great fit for GimmeShelter. According to SRDS, around 19% of the website U.S. audience is between the ages of 35 and 44.23 Also, about 22% of the American audience is between the ages of 45 and 54, meaning our target age group makes up 41% of the website audience. PetPlace has 168,545 unique visitors, with each visitor viewing the website an average of 1.17 times.24 Advertising on this website is a cost effective way to reach animal lovers between the ages of 35 and 54 who would be interested in Louis’s story.

• Animated Leaderboard• Length: 11.5 seconds (replays every 10 seconds)• Location: Top Center, Article Pages• Accepted: Image Ads, Flash Ads• Estimated Impressions: 425,000• Geographic Targeting

size: 728x90cPm: $3.00cPc: $0.46reach: 30,000ROI: 250%

0.1 seconds

0.5 seconds

0.2 seconds

Out-of-Context:

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0.5 seconds

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Out-of-Context cont.:

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In-Context:

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Online TacticsDirect E-mail

According to Business News Daily, e-mail marketing offers businesses several advantages over other types of marketing strategies including low cost at a higher frequency, as well as higher turnaround and greater tracking options.25

In our direct e-mails, we want our direct marketing approach to feel personal to the receiver. We plan to pay $195 for e-mail blast lists that targets dog lovers in the greater Los Angeles county area. We chose relevant age demographics as well as categories for the list, such as book buyers, charitable donors, dog owners, and gift givers. Our target market will be sent an e-mail that shows the book trailer video and tells receivers where to buy the book. Research done by eMarketer on US internet users who open e-mails from retailers shows that users aged 35-44 open and read 73% of promotional e-mails, while users 45-54 open and read 71%.26 Another study done by eMarketer showed the benefits of using video in e-mail marketing where 55% of marketing executives saw increased clickthrough rates and 15% increased sales.27

size: 77KBcPm: $150.00reach: 1,300roi: 212%

Out-of-Context:

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Online TacticsDirect E-mail

In Context:

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Online TacticsSocial Media // Facebook

After conducting research on eMarketer, we found Facebook would be a great way to target our audience while also allowing us to control our limited budget. According to an eMarketer 2014 survey of small business owner’s most effective marketing methods, Facebook and other social media sites were ranked the second most effective method of promotion.28 Facebook was also the preferred social media site for receiving ads, chosen by 67% of males and 63% of females. According to the Facebook Ad Manager, we would reach a potential audience of 44,000.29 Using Facebook’s ad bidding process, we plan to spread out these targeted ads over the duration of our 3 month campaign for a total of $325.

size: 254 x133 pixelsWeight: 342 KBcPm: $0.65CPC: $0.46reach: 44,000roi: 15.2%

Out-of-Context:

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Online TacticsSocial Media // Facebook

In-Context:

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Online TacticsMobile Ad // Humane Society

Based on the target market, directing the mobile campaign toward websites involving animals, and more specifically pet adoption, will be most effective. We decided to advertise on humanesociety.org, the national website for the Humane Society. Our full-page overlay advertisement will fill the screen when the humanesociety.org webpage is accessed via iPhone or iTouch, and will geo-target our desired market of California. When the full-page ad is clicked on, the consumer will be directed to the Amazon selling page of Gimme Shelter. Approximately 66,847 Californians access this website monthly, therefore our advertisement will have a very wide reach.30 $100 will be allocated to the mobile advertisement, through the iAd software. By using Debbie Wideroe’s formula, based off our bid of $100, an estimated exposure of 8,356 views will occur, translating into a calculated 209 books sold.31

size: 750 x 100 pixelsWeight: 87KBCPM: $100cPc: $0.10reach: 1,000roi: 235%

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Out-of-Context:

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In-Context:

Online TacticsGoodreads.com

With an existing Goodreads account, Louis Spirito already has the first step done towards engaging in targeted advertising on the website. Through this site, he can gain access to a massive audience of more than 30 million book lovers. With more than 300 million page views and 45 million unique visitors a month, Goodreads offers advertisers integrated advertising and promotional programs to reach our highly affluent and educated audience of book readers.32

Goodreads’ users will see the advertisement if GimmeShelter is relevant to their book categories of interest. We will be advertising on Goodreads for one month, using a fixed budget of $100 for the four weeks.

size: 50 x 60pxcPm: $0.71cPc: $0.50reach: 140,625roi: 137%

Out-of-Context:Ad Title: Gimme ShelterAd Description: The Most Interesting Dog In The WorldURL: Link to Amazon pageImage: Book Cover

Online Tactics Goodreads.com

In-Context:

The Palisadian-Post is one out of the only two newspapers that completely saturate the high income households of the Pacific Palisades, Santa Monica Canyon, and adjoining areas. In addition to news racks, the hyper-local newspaper is distributed weekly by the U.S. Postal Service to every household. With a circulation of over 5,500 per week, this newspaper provides the perfect opportunity for GimmeShelter to reach the wealthy animal lovers in Pacific Palisades.33

4/0 Color one-sided: $95/1000 insertsPrint Fee: $60

size: 8.5” x 11”Weight: 10.3 MBcPm: $155reach: 1,000roi: 67%

Print Tactic Newspaper // Palisadian-Post


Out-of-Context:

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MEET THE MOST INTERESTING DOG IN THE WORLD

WWW.AMAZON.COM & WWW.LOUISSPIRITO.COM

WWW.AMAZON.COM & WWW.LOUISSPIRITO.COM


In-Context:

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Out of HomePooch Parade

When: July 19th, 2015 from 9am - 4pmWhere: San Buenaventura State Beach Park, Ventura, CAWhat: Fundraising Dog Walk and Pet ExpoTheme: “Seniors Need Second Chances Too!”

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The Pooch Parade is an annual event held along the Ventura Beach Promenade that attracts over 2,000 walkers and their dogs. It is hosted by the Canine Adoption and Rescue League (C.A.R.L.), and raises money through a silent auction and walkers’ fundraising efforts. In 2014, there were over 50 vendor booths at the parade, which are set up at the end of the walk in the San Buenaventura State Beach Park. Vendors and participants come from Santa Barbara, Ventura, and Los Angeles County.34 Throughout the day there will be pet contests, raffles, food, pet adoptions and demonstrations for attendees, but more importantly, Louis and Eugenie Spirito can promote and sell GimmeShelter by having the book on-hard and passing out business cards.For each hard copy of the book sold, Louis make a profit of $5.30. Since the e-book profit is only $3.35, it would will be beneficial to sell hard copies of GimmeShelterat the Pooch Parade to receive the highest return. In order to break even on the vendor costs, Louis would have to sell 50 books at the event, which requires just 2.5% of the estimated 2,000 attendees to buy a book. Since the participants and other vendors are likely to be supporters of animal rescue shelters, within the targeted income range, and dog lovers, Louis will get the opportunity to sell his book directly to his target audience. Another perk of the parade is that Tanner could join Louis and Eugenie at the booth to help create appeal for the book. If Louis sold books to one-third of audience present, he would make profit of $3532.98.

cPm: $132.50reach: 2,000roi: 123%

Costs:Description Cost ($) # RequestedBooth - 10ft x 10ft (includes 1 parking pass) $180/booth 1Canopy - 10ft x 10ft $75/canopy 1Table - 6ft $8/table 1Chair $2/chair 2 total - $265

Out-of-Context:


Business card

Front

Back

size: 3.5”x 2”Weight: Back: 883 KB Front: 802 KBcost: $10 for 500 cards

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Book cover:

size: Book: 19”x 13” Spine: 0.53”x 9.0”Weight: 2.9 MB


In Context:

Out of HomeMissing Poster

The missing poster will be posted throughout Brentwood, Pacific Palisades and Simi Valley in animal rescues and shelters, on community boards in coffee shops, on trees/poles near dog parks, and in high-traffic areas of the towns. Our goal is to attract passerbys with the “missing” copy and encourage them to take a tab at the bottom on the poster. On the tab is the call to action to buy Gimme Shelter at Amazon.com. We will be printing 1,000 copies of the poster, so each town will have approximately 333 posters posted throughout. Using Professor Wideroe’s formula for out-of-home advertising buys, we estimated 213 people would buy the book.35 Using the profit per book and percentage of current sales for e-books versus hard copy given to us by Louis Spirito, we calculated the ROI to be 109%.

size: 8.5” x 11”Weight: 6.5 MBcPm: $0.29reach: 204,671roi: 109%


Out-of-Context:

GIMME SHELTER LOUIS SPIRITO

THE MOST INTERESTING DOG IN THE WORLD


In Context:

PSA advertisements are unique in that they allow empty time slots to be filled with announcements that benefit the community. For Gimme Shelter, we have created a PSA that raises awareness about animal rescue and the Humane Society, through Tanner telling his story. The PSA features Tanner speaking out on his adoption journey, and how his life changed for the best. Although the PSA will be featured alongside our book trailer on YouTube, the hope is to be featured by Time Warner Cable on television. PSA advertising is fairly competitive, gaining roughly 17 seconds of airtime per hour on television.36 It is also demonstrated that 46% of PSA advertisements are aired between the hours of 12:00am - 6:00am, while 13% of PSA advertisements are aired during primetime.37 Many television stations use PSA advertisements to fill empty slots in the late night hours. Although there is no guarantee that our PSA will be shown, the possibility of being featured on television is well worth the production. Research shows that more than 1/3 of men talk to family and friends about commercials they have seen. Also 22% of men are shown to visit the website of the ad, after the advertisement has aired.38 Our PSA ad will be targeted at the Pacific Palisades, which according to Time Warner Cable, has a 94% rate of watching traditional television.39 By creating the PSA, we have given Gimme Shelter the opportunity to be featured on television for no cost, and created another promotional video that can be circulated alongside the book trailer.

Television Tactic PSA // Time Warner Cable

MUSE MEDIA

Hey, as you already know, I’m the most interesting dog in the world. But what you don’t know is that I used to be in shelters. There are over 2.7 million dogs in shelters. Who knows? One of them could be as interesting as me. I doubt it. So pick up a copy of GimmeShelter, it’s about me. And donate today, ok? Please?

Script:

MUSE MEDIATelevision Tactic PSA // Time Warner Cable

Out-of-Context:

1 2

3 4

4

5 6

Television Tactic PSA // Time Warner Cable

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In-Context:

Budget Overview

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ad cost

% of Budget cPm reach

adWords

PetPlace

direct email

faceBook

goodreads

neWsPaPer fsi

Pooch Parade

ooh flyer

Business card

youtuBe

Psa

moBile

22%

18%

13%

13%

10%

7%

7%

6%

4%

> 0.1%

-

-

$325

$265

$200

$195

$155

$100

$100

$90

$60

$10

$0

$0

$0.65

$132.50

$4.61

$150

$155

$100

$0.71

$3.00

$0.29

-

-

-

706

2,000

431,000

1,300

1,000

1,000

140,625

30,000

204,671

500

23,273

-

Budget Breakdown

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Budget Schedule

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Google AdWords

PetPlace

Direct E-Mail

Facebook

YouTubeGoodreads

Mobile

Newspaper FSIOOH Flyer

Pooch Parade

July August september

camPaign 2015

Supplemental Website

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IsabellaDirect E-MailGoogle AdWordsGoodreadsCampaign Budget/Timeline

KatrinaCampaign BookTarget MarketCreative BriefLetter to the ClientPhotographerBibliography

JesseCreative DesignPrint AdVideographerPhotographerCampaign ResearchBook CoverPresentation DeckBook Cover

Team Member Contribution Breakdown

RossMobile Ad ResearchPSA ResearchYouTube Research

MadiiPetplace.com Online AdMobile Ad CreativeWebsite/BlogCampaign BookPooch Parade ResearchBusiness CardBook Cover

KlaraVideos • PSA • YouTube book trailer • IntroductionScripts and Copy for VideosVideo Set-up & Backdrop

CollectiveBrainstormPhotoshoots

Research for Ad Pieces

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Bibliography

Brooks, Chad. “Email Marketing: A Small Business Guide.” BusinessNewsDaily, 16 Apr. 2014. Web. 11 Feb. 2015.

“Corporate Support.” TheHumaneSocietyof theUnitedStates, 10 Mar. 2015. Web. 17 Mar. 2015.

eMarketer. “Attitudes Toward Reading Printed Books vs. Ebooks According to US Internet Users, by Demo-graphic, March 2014.”HarrisInteractive, 17 April 2014. Web. 13 Feb. 2014.

eMarketer. “Benefits of Using Video in Email Marketing According to US Marketing Executives, Feb 2013.” TheRelevancyGroup, 10 June 2013. Web. 12 Apr. 2015.

eMarketer. “Channels Used to Watch TV or Digital Video Content Among US Smartphone/Tablet Users, by Generation, Oct 2014.” MillwardBrownDigital, 5 Feb. 2015. Web. 16 Feb. 2015.

eMarketer. “Daily Time Spent with Media Among Consumers in Select Countries, by Type, 2013 (minutes).” JapanMinistryof InternalAffairsandCommunications, 15 July 2014. Web. 13 February 2015.

eMarketer. “Most Effective Marketing Methods According to US SMBs.”ThriveAnalytics, 20 Feb. 2014. Web. 14 Feb. 2015.

eMarketer. “Newspaper Inserts Still Have Their Perks.” NewspaperAssociationof America, 02 Oct. 2014. Web. 12 Apr. 2015.

eMarketer. “Pampered Pets Drive Record Industry Sales.” eMarketer, 19 Mar. 2014. Web. 16 Mar. 2015.

eMarketer. “Preferred Social Network for Receiving Ads According to US Facebook Users, by Demographic, Oct 2013.”AnalyticPartners, 13 Nov. 2013. Web. 10 Feb. 2015.

eMarketer. “Reach of Videos Brands Worldwide Post on Facebook, March 2013.” Socialbakers, 6 Mar. 2014. Web. 12 Apr. 2015.

eMarketer. “Streaming Sites/Apps Used to Watch Digital Video Among US Digital Video Viewers, June 2014.” FrankN.MagidAssociates, 20 Oct, 2014. Web. 13 Feb. 2015.

eMarketer. “US Ereader User Metrics, by Age, 2013-2019.”eMarketer, 2 Feb. 2015. Web. 13 Feb. 2015.

eMarketer. “US Internet Users Who Open and Read Promotional Emails from Retailers, by Age.” Listrak, Dec. 2014. 16 Mar. 2015.

eMarketer. “Why Do Consumers Read Retail Promo Emails?” Listrak, 23 Feb. 2015. Web. 16 Mar. 2015.

Facebook Ad Guides. “Clicks to Website: Links.” Facebook, 2015. Web. 12 Feb. 2015.

Goodreads. “Author Program - Use Goodreads to Promote Yourself and Your Books.” GoodreadsInc., 2015. Web. 15 Mar. 2015.

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Google Adwords. “Campaign Management.” Google, 2015. Web. 11 Feb. 2015.

Lewis, N. “Local Charities See Drop in Donated TV Time.” Chronicleof Philanthropy: 20:8. p.23 2008. Web. 04 Apr. 2015.

Life4Paws. “Animal Information from Life4Paws.” Life4PawsInc., 2015. Web. 10 Feb. 2015.

“Mapping L.A. - Brentwood.” LosAngelesTimes, n.d. Web. 04 Apr. 2015.

“Mapping L.A. - Pacific Palisades.” LosAngelesTimes, n.d. Web. 13 Feb. 2015.

Mintel Academic. “America’s Pet Owners - US - September 2014.” MintelAcademic, Sept. 2014. Web. 16 Mar. 2015.

Mintel Academic. “Pet Supplies.” MintelAcademic, June 2014. Web. 16 Feb. 2015.

McCarthy, Allison. “US Digital Users: Q1 2015 Complete Forecast.” eMarketer, 27 Feb. 2015. Web. 16 Mar. 2015.

O’Donnell, Fiona. “Marketing to Men.” MintelAcademic, July 2014. Web. 12 Feb. 2015.

Palisadian-Post Media Kit. PacificPalisadesPost, 2014. Web. 16 Feb. 2014.

“Pooch Parade 2015.” CanineAdoptionRescueLeague, n.d. Web. 04 Apr. 2015.

Routledge, Clay. “Rehabilitation of a New Emotion: A Science in Nostalgia.” ScientificAmerican.Online Periodical. 10 April 2015.

“Simi Valley, CA: Lifestyle & Demographics.” Realtor.com, n.d. Web. 04 Apr. 2015.

SRDS Media Solutions. “”Lifestyle Analysis Reports.” KantarMedia, 2014. Web. 14 Feb. 2015.

SRDS Media Solutions. “Petplace.com.” KantarMedia, 2015. Web. 10 Feb. 2015.

SRDS Media Solutions. “PRIZM Reports.” KantarMedia, 2014. Web. 14 Feb. 2015.

“State & Country Quickfacts: Los Angeles (city).” UnitedStatesCensusBureau, 31 Mar. 2015. Web. 06 Apr. 2015.

Time Warner Cable. “Time Warner Cable Bundles in Pacific Palisades, CA.” TimeWarnerCable, 2015. Web. 14 Feb. 2015.

Wideroe, Debbie. “Advertising Media Planning.” PepperdineUniversity, Malibu, CA. Fall 2014. Lecture.

Zickuhr, Kathryn and Lee Rainie. “A Snapshot of Reading in America in 2013.” PewResearchCenter. Pew Research Center, 16 Jan. 2014. Web. 13 Feb. 2015.

Bibliography

MUSE MEDIA

Notes

1 eMarketer. “Pampered Pets Drive Record Industry Sales.”eMarketer, 19 Mar. 2014. Web. 16 Mar. 2015.

2 Mintel. “America’s Pet Owners - US - September 2014.” MintelAcademic, Sept. 2014. Web. 16 Mar. 2015.

3 Mintel. “America’s Pet Owners - US - September 2014.”


5 Wideroe, Debbie. “Advertising Media Planning.” PepperdineUniversity, Malibu, CA. Fall 2014. Lecture.

6 “State & Country Quickfacts: Los Angeles (city).” UnitedStatesCensusBureau, 31 Mar. 2015. Web. 06 Apr. 2015.

7 “Mapping L.A. - Pacific Palisades.” LosAngelesTimes, n.d. Web. 13 Feb. 2015.

8 “Mapping L.A. - Brentwood.” LosAngelesTimes, n.d. Web. 04 Apr. 2015.

9 “Simi Valley, CA: Lifestyle & Demographics.” Realtor.com, n.d. Web. 04 Apr. 2015.

10 Routledge, Clay. “Rehabilitation of a New Emotion: A Science in Nostalgia.” ScientificAmerican. Online Periodical. 10 April 2015.

11 eMarketer. “Daily Time Spent with Media Among Consumers in Select Countries, by Type, 2013 (minutes).” JapanMinistryof InternalAffairsandCommunications, 15 July 2014. Web. 13 February 2015.

12 eMarketer. “Attitudes Toward Reading Printed Books vs. Ebooks According to US Internet Users, by Demographic, March 2014.” HarrisInteractive, 17 April 2014. Web. 13 Feb. 2014.

13 eMarketer. “US Ereader User Metrics, by Age, 2013-2019.”eMarketer, 2 Feb. 2015. Web. 13 Feb. 2015.

14 SRDS Media Solutions. “PRIZM Reports.” KantarMedia, 2014. Web. 14 Feb. 2015.

15 Mintel. “America’s Pet Owners - US - September 2014.” MintelAcademic, Sept. 2014. Web. 16 Mar. 2015.





20 eMarketer. “Streaming Sites/Apps Used to Watch Digital Video Among US Digital Video Viewers, June 2014.” FrankN.MagidAssociates, 20 Oct, 2014. Web. 13 Feb. 2015.

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21 Google Adwords. “Campaign Management.” Google, 2015. Web. 11 Feb. 2015.

22 eMarketer. “Most Effective Marketing Methods According to US SMBs.”ThriveAnalytics, 20 Feb. 2014. Web. 14 Feb. 2015. 23 SRDS Media Solutions. “Petplace.com.” Kantar Media, 2015. Web. 10 Feb. 2015.

24 SRDS Media Solutions. “Petplace.com.”

25 Brooks, Chad. “Email Marketing: A Small Business Guide.” BusinessNewsDaily, 16 Apr. 2014. Web. 11 Feb. 2015.

26 eMarketer. “US Internet Users Who Open and Read Promotional Emails from Retailers, by Age.” Listrak, Dec. 2014. 16 Mar. 2015.

27 eMarketer. “Benefits of Using Video in Email Marketing According to US Marketing Executives, Feb 2013.” TheRelevancyGroup, 10 June 2013. Web. 12 Apr. 2015.

28 eMarketer. “Most Effective Marketing Methods According to US SMBs.”

29 Facebook Ad Guides. “Clicks to Website: Links.” Facebook, 2015. Web. 12 Feb. 2015.

30 “Corporate Support.” TheHumaneSocietyof theUnitedStates, 10 Mar. 2015. Web. 17 Mar. 2015.

31 Wideroe, Debbie. Lecture.

32 Goodreads. “Author Program - Use Goodreads to Promote Yourself and Your Books.” Goodreads Inc., 2015. Web. 15 Mar. 2015.

33 Palisadian-Post Media Kit. Pacific Palisades Post, 2014. Web. 16 Feb. 2014.

34 “Pooch Parade 2015.” CanineAdoptionRescueLeague, n.d. Web. 04 Apr. 2015.

35 Wideroe, Debbie. Lecture.

36 Lewis, N. “Local Charities See Drop in Donated TV Time.” Chronicleof Philanthropy: 20:8. p.23 2008. Web. 04 Apr. 2015.

37 Lewis, N. “Local Charities See Drop in Donated TV Time.”

38 O’Donnell, Fiona. “Marketing to Men.” Mintel Academic, July 2014. Web. 12 Feb. 2015.

39 Time Warner Cable. “Time Warner Cable Bundles in Pacific Palisades, CA.” Time Warner Cable, 2015. Web. 14 Feb. 2015.

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