Advertising Campaign

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dverAdvertising Campaign

Wenatchee DECA

Wenatchee High School
1101 Millerdale
Wenatchee, WA 98801

Reid Lovercamp
BrittParkhill

January 16, 2013

Table of Contents
I.Executive Summary…………………………………………………………………..1 II.Description………………………………………………………………………………3 III.Objective(s) Of The Campaign…………………………………………………...4 IV.Identification Of The Target Market…………………………………………..4

A. Primary markets…………………………………………………………………...4
B. Secondary markets………………………………………………………………..5
C. Tertiary markets…………………………………………………………………...5 V.List Of Advertising Media Selection Necessary For The Campaign.5 VI.Schedules Of All Advertising Planned………………………………………...7 VII.Schedules Of All Sales Promotion Activities Planned…………………..8 VIII. Budget……………………………………………………………………………………...9 IX.Statement Of Benefits To The Client/Advertiser……………………….10 X.Bibliography…………………………………………………………………………..11

I.Executive Summary

About Froyo:
With the new demand for healthy treats, many frozen yogurt companies are starting to come into business. Froyo has been around near the longest, and is determined by some to be the most successful. Froyo is a large chain and can therefore produce in bulk; therefore being given the ability offer their product at a lower expense. The quality of materials is still kept top notch; the consumer’s satisfaction is the key to Froyo’s business.

Mission of the Campaign:
The mission of the advertising campaign, organized by Prestige Advertising Agency, is to build and strengthen customer relations, continue to build a positive company image, educate consumers of Froyo’s charitable acts, and to educate the public of the eco-friendly acts. The goal is to build long lasting relations with consumers that will result in return customers. Budget:

Total Budget: $20,693.94
Special Events: $5,200.00
Sales Promotion Activities: $1,800.00
Advertising Media Selection: $12,290.00

Target Market:

| Demographic| Geographic| Psychographic| Behavioral| Primary| * Age: 22-27 * Income Level: $20,000-$25,000 * Education: Currently a student or graduate| * Locations in Central Washington| * Appreciate artwork * Enjoy nature * Participate in outdoor activities| * 2-3 times a week * Only eats Froyo’s yogurt| Secondary| * Age: 12-18 * Income Level: n/a * Education: currently in school| * Locations in Washington| * Enjoy taste * Social spot| * Socialize at location| Tertiary| * Age: 30-40 * Income Level: $25,000-$32,000| * Locations around the U.S.| * Very interested in flavors| * Visits Froyo regularly * Open to new brands|

Ways of Reaching Audience:
Special Events: Factory Tour/Sample tasting, Artwork Auction, Froyo For Education
Sales Promotion Activities: Punch Cards, Half Off Sundays
Advertising Media Selection: Billboards, Radio, Direct Mail, Social Networking

Time Frame:
November 1st through November 30th

Statement of Benefits:
Primary Objectives:
* Increase overall sales by 3%.
* Increase market share by 0.75%
* Increase knowledge of charitable actions and eco-friendliness by 25% Secondary Objectives:
* Increase Birthday Club participation by 15%
* Increase social media participation by 10%
* Increase Punch Card use by 10%
II. Description

Welcome to Central Washington’s first self-made frozen yogurt shop! Central Washington is full of unique treats. It seems like the perfect idea to have the consumer be in control of their dessert; and that is exactly what was done at Froyo Earth, Froyo made consumers the creators. Pour and swirl the yogurt to your visual desire. Why stick to just a cherry on top? Here at Froyo, there are over 30 delicious toppings to choose from. The list of possibilities is endless, with every individual contributing their own style.

The visual appeal isn’t where it all ends though the inside is perfect. Not only does your...
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