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ADVERTISING CAMPAIGN EVENTFremont High SchoolFremont High School1900 N 4700 W Plain City, Utah 84404TABLE OF CONTENTSExecutive Summary DescriptionDescription of the CompanyDescription of the Client/AdvertiserObjectives of the CampaignPrimary ObjectiveSecondary ObjectiveIdentification of the Target MarketsPrimary MarketSecondary MarketList of Advertising Media Selection Necessary for the CampaignBudgetSchedule of All Advertising PlannedStatement of Benefits to the Client/AdvertiserEXECUTIVE SUMMARYOverview 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 segmentationStrengthen loyalty for future campaigns by attracting Starbucks buyersIncrease salesSecondary Goals:Improve store awarenessPromote newly remodeled locationsMethods: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. DESCRIPTIONSDESCRIPTION OF THE PRODUCT, SERVICE OR COMPANY SELECTEDStarbucks 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. DESCRIPTION OF CLIENT/ADVERTISERIn 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.Objectives of the CampaignBefore 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.Identification of the Target MarketPrimary MarketsThe 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.Secondary MarketsOur 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. List of Advertising Media Selection Necessary for the CampaignWe 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 NIGHTWith 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 NIGHTOn 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 FLYERSPut 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.BUDGETThis 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 $4,500ItemDescriptionQuantityPriceSourceFacebook NightCoupon Links held on FacebookFirst 150 people for Ogden area$1500FacebookMovie NightAdvertise on Premiere nightAll people watching movie$1500Megaplex TheatersSchool FlyersPut flyers up around high schools.First 150 people for Ogden Area$1000Fremont High and Ogden HighSchedules of All Advertising PlannedOur advertising campaign will span six months and will be implemented in the Ogden, Utah area. Our six chosen months include September through February.SeptemberOctoberNovember December JanuaryFebruary InternetXXXMovie TheatersXXNewspaperXXXXStatement of Benefits to the Client/AdvertiserBenefits 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: ................
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