Build-A-Bear Workshop Campaign

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Build-A-Bear Workshop Campaign

  1. 1. Table of Contents ExecutiveSummary................................................................................Situation Analysis................................................................................. Company History.......................................................................................... Product Evaluation....................................................................................... ResearchObjectives....................................................................................... PrimaryMethodologies................................................................................ SecondaryMethodologies............................................................................ Summary of Findings................................................................................... Consumer Trends.......................................................................................... Industry Trends............................................................................................. Competitive Analysis................................................................................... SWOTAnalysis..............................................................................................Marketing & Communication Direction.......................................... Target Market Profiles.................................................................................. Brand Essence................................................................................................ Consumer Insights........................................................................................ Marketing Objectives, Strategies & Rationale.......................................... Communication Objectives, Strategies & Rationale................................2013 Pawliday Collection.....................................................................Creative Direction................................................................................. Creative Brief................................................................................................. Creative Concept........................................................................................... Rationale.........................................................................................................1234567.89101113141517.1819192029303132
  2. 2. Advertising Creative Executions........................................................ Microsite......................................................................................................... Magazine Ads............................................................................................... TV Spot........................................................................................................... Guerilla........................................................................................................... Interactive Pawliday App........................................................................... Banner Ads.................................................................................................... Catalog............................................................................................................ Shopper Marketing.......................................................................................IMC Tactics & Executions.................................................................... PR Stunt.......................................................................................................... Special Events................................................................................................ Contest............................................................................................................ In-Store Promotions...................................................................................... Partnerships...................................................................................................Media........................................................................................................ Media Objectives & Strategies..................................................................... Media Used................................................................................................... Media Expenditure Recommendation Chart............................................Evaluation............................................................................................... Campaign Evaluation Measures.................................................................Appendices............................................................................................. Survey.............................................................................................................. IMC Flow Chart............................................................................................. BudgetBreakdown........................................................................................FiveThirty Agency:Lauren MenichellaKatie KlempnerAnna ThorgersonChristabel BelonwuErika MinorKelsey SchleicherKristy McLocklinTanzene Ali33 343537394041 42434445 474950525354 5557585961626364
  3. 3. Family dynamic has changed drastically over the years; today, family members struggle to create and sustainbonds with one another. As new developments in technology and media come forth in today’s society, they drivewedges between the existing relationships family members have. However, the one distinct element that supportsbonds is tradition. Our agency, FiveThirty Advertising, believes that Build-A-Bear Workshop is the ideal medium fordiscovering, creating, and supporting relationships as well as creating a new ‘family member’ to share their traditionsand create new memories with. The BABW experience not only provides a take-home incentive, but also illuminates aswell as BECOMES a family tradition.Nothing will encourage guests to embrace the cheer of the season like the 2013 Pawliday Collection. Consisting ofcompanions from among the most beloved traditional characters such as precious Mr. & Mrs. Bear Claws and Frosty theSnowman, the collection also extends to new original friends like the cold craving Snowlar Bear, who literally comes tolife in the most shivery weather; and lovably laughable Jingle the Elf, Santa’s right paw pal, who’s always humming hisfavorite holiday tune around the workshop. And let’s not forget BABW’s most prized annual holiday collectables, thehigh-spirited Holly Beary, mischievous Moosletoe, and playful Poinsettia Puppy. Guests won’t know who to outstretchtheir arms to first, but one thing is certain, an addition to family tradition is headed home with them.FiveThirty recognizes the benefits of Build-A-Bear Workshop as emotional, as well as a brand experience thattranslates throughout all ages. BABW is a yearly holiday tradition that families need to be introduced to as not just ashopping trip, but most importantly, as a bonding experience. FiveThirty’s “Build a Bear, Build a Tradition” campaignincorporates both traditional and non-traditional media to redefine BABW’s image as a fun, interactive experience forchildren as well as an experience that can strengthen parent- and grandparent-to-child relationships, all while makinglasting holiday memories.FiveThirty’s research revealed three main elements of the target. First, because the target has on-the-go tendencies,the access they have to TVs, video games, iPads, iPhones, computers, etc. while on the go and at home gives the BABWbrand a new opportunity to connect with consumers outside of the stores. Second, the quality time that parents spendwith their children is very important as well as a factor in how much parents spend on outings with their family; thesehabits increase linearly during the holidays. As a result of increasing outings, families discover unique and specialtraditions, which tend to come alive in children’s perceptions of the holidays. Lastly, research showed how importantfurry friends are to children these days; they name their stuffed animals, take them everywhere they go, and becomethe child’s best friend.The Build a Bear, Build a Tradition campaign will distinguish BABW from the competition and inspire consumers todiscover and share the experience and memories BABW has to offer. The campaign will simply revamp already existingholiday characters in addition to promoting these characters in a series of events. After the implementation of the Builda Bear, Build a Tradition campaign, consumers will want to make Build-A-Bear a part of their yearly holiday tradition.ExecutiveSummary1
  4. 4. 2Situation Analysis
  5. 5. Company History: Build-A-Bear Workshop, Inc. was founded in October of 1997 by University of Georgia graduate,Maxine Clarke. She was inspired to create Build-A-Bear Workshop because of an unsuccessful search byher and a friend for a specific Beanie Baby. Upon realizing that one could make these collectors itemsthemselves, the idea of Build-A-Bear Co. was born. The first store opened in St. Louis, Missouri and sincehas expanded to 351 company owned stores and 91 franchised retail stores across the globe. 2013 marks the fifth year in a row that BABW was named a Fortune 100 Best Companies to WorkFor. BABW remains to be the only global company with an “interactive make-your-own stuffed animalretail-entertainment experience.” The concept appeals to a broad range of age groups and demographics,including children, teens, parents, and grandparents. Stores are generally located in malls, and draw in awide variety of guests. Build-A-Bear Workshop relies heavily on emails with their consumers to guide them in the creationof their new products. Maxine Clarke receives emails daily with Guest concerns and suggestions to makehelp the company improve in areas where they can be more successful. Clarke stays close to her consumersby responding to emails herself or having an executive board member respond to emails. In makingconsumers feel like they have a part in making a huge company decision, the brand has built a loyal base.3Company History
  6. 6. 4Product Evaluation: When creating new products, BABW refers to their Cub Advisory Board to stay in tune with theirconsumers. This board is made up of 20 boys and girls between the ages of 8 and 17 who give their honestopinions on products. BABW shows them products and their responses help the company decide which productsto continue with and which ones to get rid of. Products range from bears, dogs, zoo animals, and donationanimals all the way to licensed characters such as Hello Kitty. Skins cost $10+ and include but are not limited tosmallfry, Mini Furry Friends, and $10 & $12 Animals. Accessories include clothing, shoes, sounds, Scentiments,embroidery, and others such as headbands, purses, and sports gear. These optional additions range in price from$2.50-$15. The store experience includes an eight step process. First, at Choose Me, Guests can choose any furryfriend they want. Next, at Hear Me, Guests can choose from any pre-recorded sound to put in their furry friendor they can record a personalized message to place inside their friend. Next, at Stuff Me, Guests get to pick aheart and make a wish, then place it in their newly stuffed friend. After Guests’ friends are sewn up at StitchMe, they move to Fluff Me where Guests can clean their newly made furry friend before going to the Name Mestation to name and register their friend in case it gets lost. The last stations are Dress Me, where Guests can pickany outfit and accessories, and finally, Take Me Home where Guests receive their personalized birth certificateand cub condo.Product Evaluation
  7. 7. Research Objectives:What is the makeup of the target market? - Demographics and PsychograpicsWhat motivates the target market?- Core Value- Buying Habits- Media and Technology ConsumptionWhat are the current trends in the marketplace?- Consumer Trends- Industry TrendsWhat is the competition?- Products and PricingPrimary MethodologiesOn Site Retail Observations:Observations were made at the Mall ofGeorgia Build-a-Bear Workshop in Buford,Georgia as well as at the ColumbianaCentre in Columbia, South Carolina. Sitevisits provided an understanding of thebrand experience and how the processworks from “Choose Me” to “Take MeHome,” as well as how Guests interactwith the product. Regular shoppingexperiences as well as a child’s birthdayparty event were observed.Store Manager Interview:Store management personnel wereinterviewed in order to gain a strongerunderstanding of BABW retail businessoperations. In particular, Stephen, fromthe Mall of Georgia, provided an all accesstour of the store, and shared valuable in-depth information about business at thestore itself, the company and its products,the target market, and current trends.Primary Methodologies5Research
  8. 8. Primary MethodologiesTarget Market Interview:In order to get relevant questionsand insight to construct a survey,parents, children, and teacherswere questioned about popculture, trends, spending habits,and holiday traditions.Primary MethodologiesK-5 Traditional Survey andObservations:300 children ages six to eleven at HebronChristian Academy Elementary Schoolwere given an in-depth paper and pencilsurvey about their favorite characters, tvshows, etc., technology interaction, usageand frequency, and holiday traditions.Children and their conversations wereobserved at recess to gain insight on theirinteractions with each other, fashion, andactivities they enjoy.Primary MethodologiesOnline Survey:An online, in-depth survey wasconstructed using Qualtrics.comand distributed to members ofthe target audience via Facebookand email. A mixture of multiplechoice and short answerquestions were used.6
  9. 9. SecondaryMethodologiesProprietary Sources:- GfK MRI Data- VALS Data- Nielsen- Yankelovich- Experian SimmonsSecondaryMethodologiesSocial Media Sites:- Facebook- Twitter- Instagram- Pinterest- YouTube-BlogsSecondaryMethodologiesOnline Websites:- Buildabear.comSecondaryMethodologiesOnline Journals and News:- Adage.com- Trendwatching.com- Globaltrends.com- Creatingcustomerevangelists.comSecondaryMethodologiesBuild-a-Bear Workshop ResearchFindings:- Build-A-Bear Workshop Case Briefing- Build-A-Bear Workshop 2004-2011Annual Report7Research
  10. 10. 8Target Market: To obtain a deeper understanding of our target, FiveThirtyAdvertising employed a variety of strategies to discover theirpersonalities, habits, and preferences. Ultimately, FiveThirtysegmented the primary target into two primary targets: young girlsages 7-12 and parents. The online survey and the elementary school visit resultsindicate that the young target strongly favors traditional holidaycharacters such as Santa Clause and Rudolph. This insight shows thattraditions can make a strong impact on children because of the relatedmemories, which encourages the presence of family traditions. Additionally, the online survey indicates coupons, promotions,previous experience, and their child’s happiness as the main factorsthat influence parents’ spending. Parents’ want and need of spendingtime with their children while taking part in family oriented activitiesbecame a clear insight, and as a result, they constantly look for waysto create lasting traditions, especially during the holidays.Summary of Research FindingsMedia Trends: All research strongly suggests that technology is part of bothtarget markets daily lives. On average, children spend a minimumof an hour a day playing on their iPhone, iPad, or computer. Parentsalso use technology to ease their busy schedules by using theirsmartphones to stay organized. Social media is not out of reach forchildren, as they stay connected and on top of the latest outlets suchas Facebook, Twitter, Instagram, YouTube, and Pinterest.Shopping Behavior: Another valuable piece of information found throughthe online survey is that crowds are an issue for Guests. Guestsfind it to be a hassle to go to the mall, especially during theholiday season. The line and the crowd itself inside the storewas also an issue. It can be frustrating to push through andavoid people, and can make potential customers shy away.Characters: In both the elementary school survey and onlinesurvey, Santa Claus was consistently ranked favorite amongstholiday characters, followed by Rudolph. With the popularityof traditional Christmas characters, it is evident that traditionsstill resonate generation after generation. In depth interviewsfrom teachers and parents provided insight into Elf on theShelf. Although not the most popular character in the surveys,Elf on the Shelf was one of the most loved and popularcharacter this past Christmas.
  11. 11. Consumer TrendsDIY:Do-it-yourself is an ongoing trendamong many individuals. Completinga project from start to finish providesa sense of accomplishment andsatisfaction. For kids it can be as simpleas tying their shoes, where as foradults it may be bathroom renovation.Nonetheless, the gratification andhappiness is still evoked. DIY appealsto the desire for uniqueness which ismanifested in todays consumers.Social-Lites and The F Factor:The Social-Lites are the social elite of the onlineworld. They use their social networks as ameans to relay their experiences and opinionsaround the world in a matter of seconds. Now,more so than ever, people are talking about thebrands that engage and interact with them themost. Social-Lites contribute to what is calledthe F-Factor, which is the influence, whichfriends, fans, and followers have on consumers’purchasing decisions. The F-Factor allows forlike-minded consumers to discover brandsin common, provides more relevant productrecommendations, and gives more opportunitiesfor feedback from friends.9
  12. 12. Screen Culture:Touchscreens and touchscreen devicesare becoming more mobile, cheaper,prominent, and always “on.” Childrenas early as age 2 start interacting withtouchscreens which has caused aculture to emerge that is even morepersonal, immersive, and interactivethan ever before. This Screen Culture isan all-encompassing host to many otherconsumer trends as well.Status Stories andExperience Cramming:Status Stories typically were told by brands,but now brands are looking to get consumersto share their own status worthy stories abouttheir interaction and experience with thebrand. Brands use tactics, such as ExperienceCramming, to combine the largest amount andbroadest array of diverse experiences in orderto encourage the consumers to show and tellthe memories created by that brand. Withniche marketing becoming more prominent,the need to create content and/or experiencesthat will result in status updates, likes, shares,tweets, and retweets is imperative.Random Acts of Kindness:Random Acts of Kindness is a way forbrands to reach out to their consumers andsurprise them by sending gifts, respondingto publically shared information (via socialmedia platforms), or simply show that theycare. With consumers sharing more of theirpersonal information online, it is easier forbrands to humanize themselves, interact,and communicate with their consumers.It’s not about rewarding or thankingcustomers for purchases, shares, likes, etc.or giving away free stuff, its more about therandomness of being kind.10Industry Trends
  13. 13. 11CompetitiveAnalysis
  14. 14. 12
  15. 15. 13SWOTAnalysis
  16. 16. Marketing &Communication Direction14
  17. 17. Devoted Denise & Busy Bobby:Denise and Bobby are married with two kids. Denisedrops her kids off at school, and then rushes to workas an accountant for a large firm. Bobby leaves early tobeat rush hour traffic on the way to his corporate job.After a long day of work, Denise rushes home to preparedinner for her family. Bobby makes it home just in timefor dinner; he helps the kids with their homework beforethey go to bed. Denise’s family is her life but she doesn’tget to spend nearly enough time having fun with them;so on the weekends, Denise likes to plan activities thatthey can do together as a family. Denise and Bobby aregenerally frugal but splurge on special occasions. Denisedreads the holiday craziness. Bobby wants his kids toremember the fun they have together rather than thegifts that he gives them. More than anything, they wantto create lasting traditions with their loved ones.Playful Penny:Penny is a 3rd grader who loves all things pink,fluffy, and anything princess related. She sleepswith several stuffed animals at night; theycomfort her and keep her safe from any possiblemonsters under her bed. She keeps up with pop-culture and is obsessed with Justin Bieber. Shelikes to watch TV and play games on her iPad atnight before she goes to bed. She is a happy childwho loves to play and make up stories abouther stuffed animals. Penny is silly and a little bitsassy who thrives on magical adventures outsidethe house. While Penny is treated like a princesseveryday, the holidays are extra special for herbecause she gets to spend even more time doingspecial holiday activities with her parents.PrimaryTargetMarketProfiles15
  18. 18. Rambunctious Ryan:Ryan is one of the most pawpular kids in the 1stgrade. Ryan enjoys getting dirty, riding bikes, andplaying sports. He has a competitive spirit and healso enjoys playing games on his iPad when heneeds some downtime. Though he may not treathis toys with the utmost care, he still enjoys goinghome to his best furry friends. They comfort himafter a long day and protect him from the occasionalmonster under the bed. They make him feel thathe can be who he truly is. Ryan has a beary sweetside that he reserves for his animals and specialoccasions. This side comes out even more duringthe holidays when he is blissfully happy helpinghis mom make gingerbread cookies and cuddlingwith his dad while watching his favorite Christmasmovies. These holiday traditions are something thathe looks forward to all year.SecondaryTargetMarketProfilesPapa Howard and Nana June:Papa Howard and Nana June are retired andusually live a fairly thrifty lifestyle. The bigexception is their grandchildren. They are alwayslooking for ways to spoil their grandchildren andtake every advantage of their visits by showeringtheir grandchildren with gifts. They enjoy makingmemories and would like to have more experienceswith their grandkids. Creating an experiencethat will last a lifetime is beary important and isworth every penny spent. They can’t be with theirgrandchildren everyday, so holidays are especiallyimportant. Papa Howard and Nana June havecreated their own special holiday traditions withtheir grandchildren.16
  19. 19. Brand Essence17
  20. 20. Consumers in the target market are heavily into traditions. They enjoy creating traditions with their familyand participating in special projects. The adults like projects that can create memories and new experiences, whereasthe children are into having something fun to do. When it comes to the holidays, the research that was conductedshowed that people are still connected with traditional characters. Parents are connected with characters suchas Santa because of the memories they hold with that specific character. With that being said, they carry thosememories onto their children, which is why traditional characters will always be trendy. Gingerbread and candycanes also remain popular because they are classic holiday traditions. Children enjoy making gingerbread housesbecause it is something they can create and eat afterwards. This is also a fun thing for parents because they get toshare an experience and create a memory with their child. Candy canes are a symbol that the holidays are rollingaround. It is a candy that comes in many different flavors and is a special treat for kids of all ages. The children in the target market are also extremely tech savvy. They know how to use tablets and howto function various applications on cell phones. As technology quickly grows, the children in the target audiencegrow with it making them the perfect target for products that use a technology related item. Even as times changeand technology advances, the research done among children and adults always brings back the theme of tradition.With the magic of the holidays every year, families get together to celebrate and make long lasting memories thatthey can cherish and have that special time with each other. Even when times are rough, tradition is key to bringback the family.18Consumer Insights
  21. 21. Marketing Objectives, Strategy, and RationaleCommunication Objectives, Strategy, and RationaleObjectives:- To increase traffic and seasonal sales by 15% by the end of the campaign.- To increase average bags by 3% and HPG by 5% by the end of the campaign.Strategy: To achieve these objectives, this campaign will use a heavy mix of promotions and special events to drive foottraffic. Experiential marketing will be used to increase bags and HPG.Rationale: Children exert the most buying influence, and parents/grandparents are more likely to purchase more itemsand spend more money when they feel they are getting a deal. During the holidays when malls are exceptionally crowded,it is important to provide an extra incentive in order to encourage spending. Family holiday traditions are viewed as veryimportant to both target audiences, and by encouraging them to incorporate building each annual collectable bear, BABWcan become part of their holiday traditions. Product offerings that have the nostalgia as well as the exclusivity factor aremost appealing to the proposed target markets.Objectives:- To establish awareness of the Pawliday Collection among 75% of the primary and secondary target audiences by the end of the campaign.- To increase brand preference among 15% of the primary and secondary target audiences by the end of the campaign.- To create positive brand attitude of BABW in 65% of the primary and secondary target audiences during the holiday season.Strategy: In order to effectively and efficiently reach the proposed primary and secondary target markets, the campaign will focus heavilyon nontraditional media while still contributing to more traditional avenues such as print and television. A multi touchpoint campaign isimperative in order to keep engagement levels up and maintain the attention span of the target. All tactics will focus on charm holiday cheer,family traditions, and the interactive, exciting experience of bringing a new furry friend to life.Rationale: Consumer trends and insight suggest that the best possible way to connect with the target audience is through a multitude ofplatforms. Being fully immersed in social networks and online, members of the target audience enjoy sharing experiences with friends andthis campaign allows for BABW to humanize as a brand and do the same. Rather than talking at the target, this campaign seeks to involve thetarget in the brand experience and create lasting memories and even traditions that can be shared through word-of-mouth or social media.19
  22. 22. The 2013 PawlidayCollection20
  23. 23. Mr. Bear Claws, inspired by Santa himself, encompasses allthings Christmas including the optional featured Scentiment offresh baked Christmas cookies and the sound feature, “ho ho ho.”Mr. Bear Claws’ skin has an extra pocket of fur that can be fluffedinto a big belly, and his bright rosy cheeks pop out against his plushmilk chocolate fur. He comes with an attached Santa hat, and hisfoot displays an embroidered “ho ho ho” greeting. Accessories forMr. Bear Claws includes a two piece Santa suit, shiny black patentleather shoes, and holiday plaid pajamas by Carter’s. Carter’s retailstores will carry matching pajamas for boys as well.21Mr. Bear Claws$25.00$12.00$10.00$7.50
  24. 24. Mrs. Bear Claws, modeled after the true Mrs. Claus, is aloving accompaniment and compliment to Mr. Bear Claws and ismade of beautiful soft pink plush. Her paws are chocolate brownand display her favorite treat of Christmas cookies, embroideredon her left paw. To complete the look, Mrs. Bear Claws has anattachedpolkadotbonnetandtinywireframeglasses.Additionalaccessories include a velvet red dress trimmed in white lacelayered with an attached white apron with red snowflakes, shinywhite patent leather shoes, and a holiday plaid nightgown madeby Carter’s. A matching nightgown will be carried at Carter’sretail stores for girls as well.22Mrs. Bear Claws$25.00$10.00$12.00$7.50
  25. 25. Jingle the Elf originates from the ever so popular“Elf on a Shelf”. His name, Jingle, results from hisoptional sound feature of “Jingle Bells”. Jingle’s fur is aunique light brown and features an embroidered elf shoeon his left foot. To complete Jingle’s elf appeal, he comeswith an attached red and green striped hat with pointyelf ears. Optional accessories include a red and green vestadorned with jingling bells and a black belt, as well as redand green jingle bell shoes to match his embroidering.23Jingle the Elf$18.00$12.00$7.50
  26. 26. Hello Kitty, a well-loved pop culture icon, has beentransformed for the holidays intoAngelica Hello Kitty. Girlygirls who love sparkles will love her beautiful, glittering,white fur and her newly featured gold star. Angelica, beingof an angels’ descent, also comes with plush gold wings.Accompanying accessories consist of a glittery golden haloheadband, a silky white princess dress with gold accentstrimmed in gold glitter, and gold glitter coated shoes.24Angelica Hello Kitty$23.00$4.00$12.00$7.50
  27. 27. Rudolph and Clarice are the most pawpularreindeer in the North Pole. These smallfries have soft,smooth fur and love to play dress up. They are onlyavailable as a Black Friday promotion. Rudolph has a setof accessories consisting of a Santa hat, jingle bell collar,red velvet cape, and reindeer slippers. Clarice has a polkadot bow, jingle bell collar, red polka dot silk dress, andmatching red shoes. Frosty is THE Snowman. When thinkingof winter, Frosty the Snowman is top of mind.Being such a success in previous years, he ismaking yet another comeback. This stuffableFrosty comes with a gray hat, red scarf, and aplush broom and pipe. Plus, his cheeks lightup and make a magic sound.25Rudolph & ClariceFrosty the SnowmanBlack Friday Smallfrys: $5.00 eachAccessories $5.00 per set$22.00Accessories: $10.00for the set
  28. 28. According to research findings,polar bears are a favorite winter animal,and appeal to consumers of differentreligions as well as non-secular audiences.Snowlar Bear will be an extremely softplush polar bear with baby blue fur.When Snowlar Bear is cold, his fur issprinkled with bright blue snowflakes.Snowlar Bear’s featured accessory is anigloo made of sparkly white ice and largeenough for hibernation.26Snowlar Bear$18.00$15.00
  29. 29. Annual Collectable Holly, along with ivy, greenery, andmistletoe are considered the traditional plantsof Christmas and inspired the creation of HollyBeary. The Holly Beary Bear will be a moderatelysoft stuffed teddy bear with emerald green fur.Holly Beary Bear’s paws will have a picture ofa holly leaf embroidered on one and the year“2013” on the other in order to distinguish itfrom other characters. This will establish her asa collectable bear.Accessories sold with this bearwill be a black headband with a red and greenplaid bow and a holly leaf, a red and green plaiddress with a holly leaf belt, and black shoes withholly leaves as the buckle.27 Market research and consumerinsight revealed that consumers are likelyto buy into the idea of collectable items.FiveThirty Advertising believes that byoffering a line-up of annually releasedpawliday collectibles, Guests will be ableto start a tradition of not only buildinga bear for themselves each year, but alsodonating to the Toys for Tots Foundation.Holly Beary Bear$20.00$7.50$12.00$4.00The CollectableSeries
  30. 30. Future Collectable Recommendations: Poinsettia Puppy, with her pristine whitefur, red ears, and red patch, is as bright andcheery as the pawliday poinsettia embroideredon her back paw and attached to her ear. The year“2015” is featured on her other paw to symbolizeshe a part of the annual Pawliday Collection. Moosletoe is made of smooth dark chocolate furwith red antlers to complement her red and green paws.Her right antler displays a sparkly gold bow, to bring outthe golden embroidered “2014” on her back paw, whichsignifies she is a member of the Pawliday Collection. Herother paw displays an embroidered image of mistletoeand can be seen magnified to the right.28MoosletoePoinsettia Puppy
  31. 31. Creative Direction29
  32. 32. Creative BriefClient: Build-A-Bear WorkshopMedia/Communication Vehicle:TV: 30 spotOnline: Social Media, E-mail Blasts, etc.Print: Direct MailOut-of-Home: Guerrilla MarketingKey Fact: The holidays are a crazy time andparents dread having to brave the crowdedmall.Problem: Parents don’t want to go through thehassle of the crowds unless there is a reasonfor the season. Parents need to be remindedof the magic of the holidays that kids knowexists as well as show children the importanceof family bonding and traditions.Objective: To create an experience and toencourage BABW as a new tradition.Maintain relationships with loyal guestsand bring in new potential customers whileproviding promotional incentives andcreating the holiday atmosphere to engagechildren in the magic of the holidays.Target Market:Primary:- Busy and loving middle-aged parents, who areupper middle class and both working, are alwayslooking for ways to establish traditions and interactwith their children on the weekends.- Pretty princesses at a beary young age of 7 to 12.Secondary:- Generous grandparents who love doting andsplurging on their grandchildren during longoverdue visits.- The rowdy rascals ranging from 7-10 years oldwho still enjoy personalizing their own furryfriends.Insights: The Christmas season is an importanttime for families. All families celebrate slightlydifferently and all have their own special traditions.Traditions are very important and are passeddown from generation to generation. After all, kidsremember memories, not gifts. Family traditions are an important part ofgrowing up. Kids will always remember the specialrituals that they did together as a family.Promise: BABW is a bonding experience for the entirefamily that will continue even after leaving thestore and will result in a new holiday tradition.Support: Experience, Experience,Experience; fun for the entirefamily; caters to all types ofpeople, young and old; follows the“Do It Yourself” trend; Paws onexperience that allows for creativityand the use of imagination.Mandatories:- Logo- Tagline30
  33. 33. Creative Concept“Build-A-Bear, Build A Tradition in our Winter Wonderland” Build-A-Bear Workshop is the place to go during the holiday seasonbecause it creates not only the pawfect present but also an experience and amemory that will last a lifetime. At BABW, old and new traditions collide aschildren bring their new furry friend to life. This experience creates a moment ofsolace during a busy season where parents and children alike are given a reasonto embrace the season and create a new furbulous tradition. Upon walking into BABW, Guests will be immersed into a winterwonderland and feel as though they have stepped into the North Pole. Danglingsnowflakes will appear as if they are falling from the sky and sparkling lightswill illuminate the sign names. Guests can stroll down candy cane lane (providedby Bob’s Candy Canes) as they make their way from each station amid thefluffy snow along the ground. Gingerbread men will help guide Guests downcandy cane lane as they make their way from “Choose Me” to “Take Me Home.”Partnering with The Gingerbread Construction Co., uniquely designed andbranded gingerbread house Cub Condo packaging will be provided completewith stickers so kids can personalize their furry friend’s new home. Guests willbe greeted at each station by employees dressed in elf costumes to further createthe essence of Santa’s workshop in the North Pole. The Creative Executions are inspired by the serene atmosphere of theNorth Pole. Sky blues and frosty whites are soothing during the hectic turmoilsthat can come with the holidays and allows the vibrant images to stand out ontheir own. Snowflakes are used as accents to fully embrace the feel of a winterwonderland. Reflected upon the traditional colors of the holiday season, redsand greens are used for emphasis. Simplistic fonts are used in order to allow thecharacters from the 2013 Pawliday Collection to stand out.31
  34. 34. Rationale This concept will resonate with parents that want to create lasting memories withtheir children and don’t want to simply buy another toy. For children, the beary specialanimal that they make is a new best friend; however, as they grow older and look back,it will become a keepsake and a memory of family traditions. Build-A-Bear Workshop isa place that families can escape from the madness and embrace the magic of the seasonand holiday traditions new and old. The introduction of an annual collectable bear willencourage families to incorporate BABW into their holiday traditions for years to come.The partnerships with Bob’s Candy Canes and The Gingerbread Construction Co. willalso encompass the holiday spirit and remind families of century long holiday traditions.32
  35. 35. Advertising CreativeExecutions33
  36. 36. Microsite Guests are encouraged to visit www.furbuloustraditions.comforalloftheupcoming2013pawlidayeventsandhappenings.The ads along the bottom of the site will alternate as events takeplace. Guests are also able to share their furbulous traditions withBABW through this site.34
  37. 37. Holly Beary Donation Ad: This full page, four color, 8.5”X11”ad showcases Holly Beary, who is thefirst character from the annual collectibleseries. The ad will circulate in magazinessuch as Parent & Child Magazine, Parents,Family Fun, and Discovery Girls.Magazine35
  38. 38. CeleBEARate the Pawliday 2013Collection: This full page, four color, 8.5”X11”ad introduces each character of the new2013 Pawliday Collection and invitesGuests to make Build-A-Bear Workshoppart of their holiday tradition. The ad willrun in Parent & Child Magazine, Parents,Family Fun, and Discovery Girls.Magazine36
  39. 39. :30 Spot Story Board37
  40. 40. 38
  41. 41. Spreading Pawliday Cheer: Holidays are the craziest time of the year, and noteveryone enjoys being in the middle of the mall hustle andbustle. Build-A-Bear Workshop employees, dressed in theirelf-like uniforms, will walk around the mall on December21st scoping out crying children, frustrated fathers, miserablemothers, and grouchy grandparents. In order to sprinklethem with a little “pawliday” cheer and bring back the magicof the season, employees will hand out smallfry teddy bears.Attached to the bear will be a card with an invitation to thelocal Build-A-Bear Workshop to receive $5 their first purchase.Snowlar Bear’s Paw Prints: Starting on November 25th, polarbear paw print decals will be placed onthe floors inside malls containing Build-A-Bear Workshops. Starting from 50 feetaway, the prints will create a path to leadGuests to the store front. The paw printswill be bright blue, the same color asSnowlar Bear’s magical snowflakes. Onepaw print will feature Snowlar Bear’s facein the middle, as well as the words “FollowMe To Build-A-Bear” on the toes, the otherprint will showcase the campaign slogan“Build A Bear, Build A Tradition.”Guerilla39
  42. 42. Winter Wipeout: A winter themed gaming application, compatiblewith iPhone and Android operating systems, will beintroduced on November 1st to jumpstart the campaign.Theappisasimple,buttheinteractivegamegearedtowardschildren and will entertain while increasing awareness ofthe 2013 Pawliday Collection.On the home screen, gamers can touch the “Choose Me”button to select a character from the Pawliday Collectionto play with. Next they are directed to “Name Me” wheregamers can personalize their character. Finally, “Play WithMe” allows gamers to choose their snow vehicle. Optionsconsist of a sled, skis, or a snowboard. After choosing avehicle, the race down Snow Mountain begins. Characterswill navigate a downhill ski slope, careful to avoid collisionswith obstacles such as trees and ornaments. The obstaclesbecome more frequent and challenging and speed increasesas gamers progress through each of the 50 levels.Interactive Pawliday App40
  43. 43. Banner Ads Banner ads, such as the two shown here, will be used tocommunicate in-store promotions and events. They will appearnot only on Build-A-Bear and Bearville websites, but also mommyblogger pages, YouTube, Yahoo, and Facebook.41
  44. 44. 2013 Pawliday CatalogWalk into a Winter Wonderland: A 12-page, full color catalog is scheduled to be mailed out to theBABW Guest list on November 1, 2013 to kick off the “Build A Bear,Build A Tradition” campaign. The catalog introduces each furbulouscharacter of the Pawliday 2013 Collection as they tell stories of theirown favorite holiday traditions.42
  45. 45. Shopper Marketing:In-Store Window Hanging: In order to promote the 2013Pawliday Collection, this full color22”X28” ad will hang in BABW storefront window from November 1, 2013through January 12, 2014.43
  46. 46. IMC Tactics& Executions44
  47. 47. PR StuntSnowlar Bear Takes Over Rockefeller Center: To welcome December, Build-A-Bear Workshop will take over oneof New York’s most popular winter traditions: ice skating at RockefellerCenter. On Saturday, November 30th, the Rockefeller Center ice skatingrink and surrounding area will be transformed into Snowlar Bear’spersonal winter wonderland of fun. Snowlar Bear will leave varioustrails of distinctive paw prints from the BABW location on 5th at 46th, allthe way to the Rockefeller Center ice skating rink. To set the scene, holiday songs will be playing, artificial snowflakeswill swirl around and accumulate to cover the ground, and a life-sizeigloo will also be available for children to play inside and explore. BABWemployees, in their elf uniforms, will be spreading the pawliday cheerby handing out Bob’s Candy Canes mini candy canes to guests stoppingby to ice skate. A pop-up BABW tent made to look like an igloo, will beselling Snowlar Bear only and handing out coupons for $5 off of anyother character from the Pawliday 2013 Collection. The stunt will catch a heavy amount of national buzz because theevent is taking place in a famously popular location in New York City andBABW’s flag ship store location. Guests and Build-A-Bear employeesalike can share their experience on various social media platforms(Facebook, Twitter, Instagram, Vine, etc.) The event will generate enoughbuzz that ideally it will catch news coverage and lead to story writeups.45
  48. 48. 4646
  49. 49. Special EventDaddy Daughter Date Night: Daddies hold a special place in their daughters’ hearts andare always looking for a beary special memory to share with them.On Sunday, December 8, 2013, Build-A-Bear Workshop will host aDaddy-Daughter Date Night. Online registration will be set up forone hour time slots so that Guests can pre-plan to attend the eventand shop with a minimum crowd. Daddies and their daughterswill walk into a winter wonderland, complete with Santa Claushimself who will be available for photographs. Hot chocolate willbe served while Daddy-Daughter pairs are decorating their owngingerbread cookies from The Gingerbread Construction Co.,which will make for a pawfect holiday treat. The Pawliday 2013Collection and coordinating accessories will be featured for thenight of the event, and guests who purchase a furry friend fromthis collection will receive the beary adorable Blizzard, a smallfrybear designed exclusively for this event. Current promotions willaid in the increase of bags and HPG. Guests will also be informed ofthe upcoming Winter Wellness Workshop and other future eventsand promotions. Advertising for this event will take place throughemail blasts, social media, and in-store POS signage.47
  50. 50. Special EventWinter Wellness Workshop: Nothing is more of a tradition for the winter season than takingcare to stay well. Guests are encouraged to return to Build-A-BearWorkshop with their furry friends on Saturday, January 11, 2014 toattend the Winter Wellness Workshop sponsored by American RedCross. A doctor who specializes in furbulous teddy bear care will beperforming check-ups on BABW furry friends. A personalized “cleanbill of health” certificate will be printed and given to the child to keepalong with the previously received birth certificate. An American RedCross representative will be present to educate children on healthyhabits of hand washing, mouth covering, the prevention of germspreading, and tips for avoiding the cold and flu virus. Goodie bagscontaining bandaid stickers, hand sanitizer, tissues, wipes, and treatswill be handed out to the first 50 Guests that attend. Nurse Pawla,an exclusive smallfry bear designed specifically for this event, is freeto guests who attend and spend $20 or more in a single transaction.Health and wellness accessories and clothing should displayed atpoint of sale locations and winter clothing and accessories will be onsale at promotional prices to encourage an increase in bags and HPG.Advertising for this event will be in the form of flyers, in-store POSsignage, and social media.48
  51. 51. Bearsagram Contest From Friday November 29, 2013through Sunday January 5, 2014 Build-A-BearWorkshopwillholdthe“Bearstagram”Contest. Guests are requested to postpictures of themselves participating in theirfavorite holiday activity or tradition withtheir BABW furry friend from the Pawliday2013 Collection and submit them via thepopular social media site, Instagram, usingthe hashtag #furbuloustraditions. Threewinners will be selected at the end of thecontest and announced on the followingMonday using Instagram notifications.The grand prize winner will receive a $500BABWshoppingspree,secondplaceearnsa$250 shopping spree, and third is rewardedwith a $100 shopping spree. Advertisingfor this event will consist of in-store POSsignage as well as social media advertisingand banner ads.Contest49
  52. 52. 50In-Store PromotionBlack Friday: For some families, it is atradition to go shopping on the dayafter Thanksgiving for the best dealsof the season. On Black Friday, guestscan purchase a smallfry Rudolph theRed Nosed Reindeer or gal pal Claricefor only $5 while supplies last. Theirsignature outfit sets will be available foran additional $5 as well. Similar BlackFriday promotions have been successfulinthepastwithmoregenericplushitems,so with offering a traditional character,it is expected that the outcome of thisevent will be even more of a success.
  53. 53. 51In-Store PromotionMr. & Mrs. Bear Claws BOGO: From December 1st through December24th, with the purchase of Mr. Bear Claws,Guests are eligible to purchase Mrs. BearClaws at half price while supplies last. Thisincentive will aid in the increase of bags andHPG during the month of December. POS8.5”X11” signage and digital ads online willbe used to advertise this promotion.
  54. 54. PartnershipsBob’s Candy Canes: BABW will be partnering with Bob’s Candy Canes to help turn BABW stores into a winterwonderland.Candycanesaresynonymouswith the holidays,andareaperfectadditiontothe themedstore take over. Giant plastic candy canes will lead the way from station to station. Employees willalso hand out candy canes to Guests as they are leaving the store to sweeten the holiday experience.BABW stores will also have an assortment of Bob’s Candy Cane Products available for Guests topurchase.The Gingerbread Construction Co.: Building gingerbread houses is a family tradition that many families take part inevery holiday season. It is a fun way to spend time with your loved ones while making asweet treat. BABW will incorporate this tradition into their workshop as something that theycan share with their Guests. To do this, BABW will also be partnering with the GingerbreadConstruction Company. During the Daddy-Daughter Date Night event, Gingerbread menwill be available to decorate. In addition, Cub Condos will be branded with the GingerbreadConstruction design and logo. They will be brown with white writing and will come withcolor stickers for kids to decorate with. Gingerbread Construction Co. will have an outpostof gingerbread house kits available for purchase.Carter’s: BABW will be partnering with Carter’s for some of the accessories being offered thisholiday season. This partnership is a way to get kids to start building their own holidaytraditions. Mr. Bear Claws will have plaid pajamas as one of his accessories, therefore,for the boys in the target market, Carter’s will sell a matching pajama set. For the girls inthe target market, Carter’s will sell nightgown that is accessorized with Mrs. Bear Claws.The matching accessories is a way to make the children feel more connected to their furryfriend and make them feel that they are not only part of the family, but part of their holidaytraditions. Each year they can match their bears when celebrating the holidays with theirfamilies.52
  55. 55. Media53
  56. 56. Media Objectives:- To maintain a base awarenessthroughout the duration of thecampaign by reaching 45% of theprimary and secondary target marketsa minimum of three times a month.- To increase awareness by reaching55% of the target audience 3.5 timesduring the months of Novemberthrough mid-January.Media Strategies:All media objectives will be achieved by using a mix ofboth traditional media (television, print, and online) andnon-traditional media (social media, promotions, andevents). Social media will run throughout the campaignto generate buzz about various events and give loyalGuests an opportunity to interact with the brand. In orderto increase the awareness for the months of November,December, and January, more media will be added to theschedule, which will include television, online, guerilla,and promotional events. During this time period,advertisements will be focused on bringing more peopleinto the store and interacting with the products outsideof the store. BABW stores will be transformed into awinter wonderland for families to immerse themselvesin the BABW culture and the social media contest will belaunched to encourage post-store involvement.54
  57. 57. Television55Media Used: In order to be cost efficient, a national cable and broadcast campaign will be introduced from November1st- January 5th to run BABW TV commercials, which serve as a reminder to drive consumers to stores andinfluence point of purchase decisions. These commercials will highlight the personal and enjoyable experienceBABW provides during the holidays in order to build a new tradition. The cable and broadcast networks chosenare designed to effectively reach the BABW primary market of girls ages 7-12 and parents and secondary targetmarket of boys ages 7-10 and grandparents in a cost-efficient manner. These networks include: Nickelodeon,Disney Channel, ABC Family, ABC, and CBS.Nickelodeon is kids’ home base on the TV dial, where they revel in the adventures of being a kid. Nickelodeonis known to celebrate kids and empower them to live their lives as an adventure! Nickelodeon provides whatkids what want most–excellent programming centered around the world famous Nicktoons and live-actionoriginals plus the latest in pop culture.Disney is a basic cable and satellite network aimed at preschoolers, preteens, and teenagers. Disney Channelprovides a medium where kids can be entertained through television series like Phineas and Ferb, FreakyFreakend, Good Luck Charlie, etc. According to TVworld.com, Disney Channel has also held the week’s top5 TV telecasts in Kids 2-11 and the Top 22 in Kids 6-11. In addition, Disney Channel has levied its largestcompetitive advantage and has outdelivered Nickelodeon by double digits for 74 consecutive weeks in Kids6-11.ABC Family is the premier destination for contemporary, quality entertainment targeting adults 18 – 49. ABCFamily redefines the family-friendly viewing experience with innovation original series and movies, sports,and theatrical hits.The American Broadcasting Company (ABC) is an American commercial broadcasting television network withdaytime talk/lifestyle shows, soap opera, news, and late night shows to effectively target adults 18-49.CBS Broadcasting Inc. (CBS) is a major U.S. commercial broadcasting television network, which includesprimetime comedy and drama series, reality-based programming, made-for-television movies and miniseries,theatrical films, specials, children’s programs, daytime dramas, game shows, and late-night programs. Morethan 130 million people per week watch CBS’s total prime time network lineup. The Network has the #1drama/scripted program - NCIS; #1 sitcom - Two and a Half Men; #1 newsmagazine - 60 Minutes; and #1daytime drama, The Young and The Restless.Cost Estimates: $684,328
  58. 58. 56MagazinesMedia Used: Five Thirty Advertising plans to use various magazine publications tobuild awareness about the BABW events during the campaign. These publicationsinclude: Discovery Girls, Parent & Child, FamilyFun, and Parents.Discovery Girls is a destination for tween girls to connect with one another. Themagazine is created by girls ages 8-12 that feature articles dealing with real lifesituations. This magazine provides a community for girls to interact and shareideas to empower them to celebrate who they are and strive to realize theirpotential. Discovery Girls is distributed in the US and Canada through bookstoresand grocery stores. Ads will run on a full page spread in the Oct/Nov and Dec/Jan issue of the magazine.Parent & Child is the #2 magazine among all measured magazines for purchasesmade. Parent & Child helps parents guide their children from daycare through fifthgrade with joy and confidence through its exciting articles and unique resources.The magazine has a base rate of 1,300,000 with a media demographic average ageof 36.7. Ads will run on a full page spread in the November and Dec/Jan issuesof the magazine.FamilyFun is a magazine for parents with children ages 3-12. FamilyFun is anideabook for all the exciting things families can do together and provides creativeactivities, family travel, learning projects, and other clever ideas. Ads will run ona half page spread in the December issue of the magazine.Parentsisoneofthetop10familymagazines,whichassistsparentsinunderstandingissues and challenges that are important to them. The magazine has a base rateof 2,200,000 with a media demographic age of 34.4. Ads will run on a half pagespread in the November issue of the magazine.Cost Estimate: $294,755
  59. 59. Social Media Social marketing will serve as another means to extend the BABW experience andsupport the “Build a Bear, Build a Tradition” campaign. BABW will use social mediathroughout the campaign from November 1st till Jan 15th in order to build awareness ofthe BABW promotional events and contests while establishing an on-going social presencewhile targeting mothers, fathers, and grandparents of kids ranging from ages 7-12. Social media will allow the opportunity for BABW to interact and track its customerswith the help of online tools that assist in measuring impressions, click through rate, dataon viewers who clicked through, and various consumer trends on social media platforms.Through social media, these consumers can develop a closer relationship with the brand. Social media platforms like Facebook, Twitter, and Youtube will be used to announcevarious promotions and various content that will be updated frequently. Instagram will beused to host the contest and consumers will have a more personal experience with the brand. Developing a deeper relationship with consumers comes with a deeper responsibility.Social media will be operated in terms of a continual involvement with consumers, andcontent will be updated carefully and frequently.Cost Estimate: $0Media Used:
  60. 60. Interactive MediaMedia Used: According to the audience snapshot available onAlexa Web tracking,the Build-A-Bear website is visited more frequently by females who arein the age range 35-44 and have children. On average, the BABW site hasover 1 million unique visitors. These visitors spend approximately sixminutes per visit to the site and 33 seconds per page view. BABW visitorsview 8.0 unique pages each day on average. Interactive media will immerseconsumers in the digital experience with the Build-A-Bear brand. Thisinterface will also connect to the target market through the digital platformof mobile phones and the Internet with the help of the microsite, mobileapplication, email blasts and banner ads that run on bearville.com, mommyblog sites, Facebook, Youtube and Yahoo.Cost Estimate: $286,349
  61. 61. Media Expenditure Recommendation ChartExperiential Marketing ExpenditureBABW Store take over; Cost based on 350 stores $379,866- Labor: $44,800; $8/hr rate- Production Costs: $525,000; $1500 per store- Partnership : (-$189,933)Daddy Daughter Date night $100,000Cost based on top 100 stores in the US at $1000 per storeWinter Wellness Workshop $450,000Cost based on top 100 stores in the US at $4500 per store- Gift bags: $2000- Small fry: $2500Total $929,866Interactive Media ExpenditureMain Website $0Banner Ads $80,000Microsite $110,000- Based on 2 distinct microsites for websitesMobile App $96,349- Game Development: $90,000- Web Services: $3,000- Game Center: $1,000- Share Capabilities: $1,000- iPhone4 Capabilities: $1,250- Apple annual fee: $99Total $286,349TV ExpenditureNickelodeon $63,732Disney Channel $76,596ABC Family $144,000CBS $200,000ABC $200,000Total $684,328Social Media ExpenditureFacebook $0Instagram $0Twitter $0Youtube $0Total $0Print ExpenditureParent & Child Magazine $84,150Parents $96,160.50Family Fun $100,844Discovery Girls $13,600Total $294,755Promotions ExpenditureDirect Response $175,000Email $0In-Store Marketing $7,500Guerilla $45,000Rockefeller PR Stunt $100,000Prizes $850- Bearstagram ContestTotal $328,350Total Budget for Campaign= $2,532,647.5057
  62. 62. Evaluation 58
  63. 63. Campaign EvaluationMeasuresInteractive Media:To analyze the traffic to our interactivemedia tactics, the Alexa Site Audit andan internal tracking system will be usedto monitor the traffic to the Microsite. Forthe mobile app, FiveThirty Advertisingplans to measure its usage by keepingtrack of the number of downloads made.In addition, a database will be createdto input the emails and demographicinformation of consumers who visit thesite. In sum, this will effectively evaluatecurrent consumers for future tactics.To effectively measure the success of thecampaign against the marketing andcommunications objectives, FiveThirtyAdvertising will utilize a mixture of ongoingand time specific tactics that will go beyondsales at the national and regional level in orderto evaluate the effectiveness of each channelused – experiential marketing, interactivemedia, promotions, print, social media, andtelevision. The evaluation methods will beimplemented throughout the campaign and atthe end of holiday season to track the successin delivering the campaign’s promise to itsrespective target markets.Experiential Marketing:To fully evaluate the storetransformations, Daddy-DaughterDate Night, and Wellness workshop,a clipping service will be hired totrack and analyze news coverageincluding blogs, forums, and twittermentions from store locations.FiveThirty Advertising plans tomonitor the rate of return after thecoupons are distributed after theDaddy-Daughter Date Night and theWinter Wellness Workshop.59
  64. 64. Print (Magazine):In order to effectivelymeasure the success of themagazine advertisements,FiveThirty Advertisingplans to monitor the sales ofBABW sales nationally andregionally from customerresponses to the in-storesurveys distributed. Social Media:For social media, FiveThirty plans tocalculate the number of individuals whoparticipate in online BABW conversation,i.e. friends, fans, followers, etc. on Facebookand Instagram after the contest is launchedto the public. The #furbuloustraditionshashtag will be monitored throughoutthe campaign to evaluate success andinvolvement with the Bearstagramcontest. An ongoing content analysiswill be conducted to track responses andpopularity of the campaign and productusage on chat rooms, mommy blogs,Facebook, Twitter, Instagram, Youtube andother editorial coverage.Television:Nielsen ratings will be usedto measure the amount ofhouseholds viewing the BABWtelevision spots on networkslike Nickelodeon, ABC family,Disney Channel, CBS, and ABC.The spots will also be evaluatedby a clipping service to monitorthe effects on mainstream media.Promotions:For the direct mail pieces, FiveThirtyAdvertising plans to track the number ofcoupons mailed out to households, the rateof return for these coupons, and the productpurchased with coupons. This will be doneto ensure no monetary loss incurred from thecoupons distributed. For the Guerilla tactic,customers’ responses and mentions in blogsor social media will be monitored as theseresponses indicate the influence of the tactic inbringing them to the nearby stores. In addition,ongoing evaluations that require measuring thenational and regional sales of BABW productswith past holiday tactics will be conducted todetermine the success of the campaign.60
  65. 65. 63Appendices61
  66. 66. 62Sampling of Online Survey Questions
  67. 67. 63IMC Flow Chart
  68. 68. 64

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