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“We make it personal.”
. : Company Analysis : .  Based in Frankenmuth, Michigan, for  over 60 years, Bronner’s is ready to     expand their marke...
. : Objective : .To increase Bronner’s brand awareness and              increase sales.
. : Company Projections : .Bronner’s has 2 goals from their new digital             marketing plan:1) Develop a larger soc...
. : Target Market : .Bronner’s new digital and social marketingcampaign will be targeted towards….                        ...
. : Creative : .We make it personal…                   …with your story.     They story is familiar to all of us.   You ha...
. : The Story : .    “Carol had a friend named Corey. Corey and Carol built a     friendship over a summer while going to ...
. : Interaction : .Social        MobileMedia         Apps
. : Social Media Platforms : .    Snap photos of their personal gift giving    stories and memories with Instagram.    You...
. : Mobile App : .Free Mobile App For Smartphone Users!• Access to all of the Bronner’s ornaments!• Create 3D images of th...
. : Engage and Culture : .         Social and digital media plan of action:December 01, 2013• Launch pre-developed social ...
. : Analysis and Shaping : . • Monthly evaluation of all social and   digital media platforms. • Continue to monitor and s...
. : Budget : .Initial funds required for year 1: $400,000   – This will include the 3 developers, software,     equipment ...
. : Evaluation and Summary : .• Monthly Market Anaylsis  – Is the target market being reached?     • Found in all social m...
Carolyn McKellarADV 420 – Fall 2012
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Bronner's - We Make It Personal

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ADV 420 - Final Project
Carolyn McKellar

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  • Currently, Bronner’s is well known for their extensive collection of ornaments and holiday accessories. They are the largest supplier of Christmas goods and have been in business for over 60 years. They currently are involved in the local Frankenmuth, Michigan, community action. Bronner’s is a family owned company and will continue to be for the next 60 years. Bronner’s CEO is interested in expanding their markets for the oncoming years and wishes to have a larger impact on gifts exchanged between people. In order to achieve these goals, a well planned and creative Digital Marketing plan is required.
  • Objective:To increase Bronner’s brand awareness and increase sales
  • Bronner’s has 2 goals from their new digital marketing plan. 1)      Develop a larger social media community2)      Become the top-of-mind place for personalized gifts
  • In order to achieve these goals, we must know and understand our target market. Bronner’s will be launching a digital and social media marketing campaign and their target market is men and women between the ages of 18-35. Why between these ages? Research shows that people between the ages of 18-35 are the largest group of social media and mobile device users. Since the campaign will be digital and social media based, it is important that they target market be thrifty and comfortable with the mediums. People between the ages of 18-35 are also leading a new generation of gift giving ideas and practices those generations before are not so adaptive to. They are the risk takers of the bunch and that is who Bronner’s is looking for.
  • CREATIVES: Story and InteractionThey story is familiar to all of us. You have a special someone in your life that you want to give a gift to. One that is special but you do not know what it is. Bronner’s “We Make It Personal” campaign is the answer.
  • The Story:“Carol had a friend named Corey. Corey and Carol built a friendship over a summer while going to Bluegrass and Americana concerts. At the end of the summer Carol went away to school and left Corey behind but continued to talk. In the fall, Corey told Carol that he was moving way to Boston and Carol was happy for Corey but sad all the same. She wanted to get Corey a gift that he could take with him to remind him of Carol. She searched high and low until she found a small but delicate banjo ornament at Bronner’s. She wrote a special note that was painted on the back of the ornament just for Corey. During her holiday break, she gave Corey the ornament and he knew that it was made just for him. Now every Christmas, Corey hangs his banjo ornament Carol have him and his heart is filled with warmth and memories of their summer together. He knew Carol made it personal.”
  • Interaction: Social Media and Mobile AppsCarol’s story is one worth sharing as well as many others. Now, Bronner’s gives its customers the capabilities to share their stories of making it personal. Through several social media sites such as Facebook, Twitter, Instagram and Pinterest, customers are able to share their stories of how they communicated their personal message. The social media plan will cost Bronner’s $300,000 in the first inaugural year with the research and development services to be done, but will become $120,000 for the years following with 3 social media and mobile app developers and digital advertising costs for the social media and mobile app platforms.
  • ·         Instagram: Consumers are now able to snap photos of their personal gift giving stories and memories with Instagram. Simply snap a photo of your gift or their reaction to the gift and share it with the world. You can also upload the photo to the new Bronner’s Instagram account and share it with the Bronner’s family.·         Twitter: You can tweet your special someone’s reaction or your idea to the personalized gift. You can share it with the Bronner’s community and link it to your personal blog to show a photo or video of the gift. Bronner’s is able to retweet your creative and lovely stories with their community too!·         Facebook: You are able to share your story with the Bronner’s Facebook community as well as “Like” or share it with your family and friends. Take photos, videos or post it to the Bronner’s Facebook page directly for others to see!·         Pinterest: Find or share your personal gift idea with the pinners! They are the quickest and most creative nerds around. So share, pin or blog about your ideas to your Pinterest community as well as browse other pinners ideas on the new Bronner’s Pinterest Page!
  • Mobile Apps:Bronner’s will launch a new free Mobile App for smartphone users. The app will give users access to all of the ornaments and allow them to create 3D images of their personal gift ideas, price and approximate timeframe of completion. Change color, size, shape, fonts or upload an image to be placed on your ornament. Save it for later or order it there, either way, Bronner’s has got your back on making it personal.
  • Because Bronner’s wants to be THE place to get a personalized gift for your special someone, it is crucial to build a timeline to cultivate their results. On top of the timeline, it is important to remember that one must continue to monitor the growth and direction of the social and digital media plan. The timeline goes as follows:December 01, 2012: Launch the pre-develop the nonexistent social media platforms Twitter, Instagram and Pinterest pages. Search for gift ideas and post them to the sites for a platter of goodies for the new consumers to eat up. Launch the re-developed social media platforms that are currently present such as Facebook and the Bronner’s website.January 01, 2013:  Launch the Bronner’s mobile app both in the U.S. and internationally. Make sure to put an emphasis on the new way to gift for the new year. Start to share consumers posts, pins and tweets with others to build your community larger.
  • Each month after January, Bronner’s Marketing Department will oversee the social media platforms and mobile app and continue to monitor and shape the content on each. They must be sure to let the path being created by the consumers is followed but make sure that there are no issues arising from the consumers end.
  • The social media plan will cost Bronner’s and initial $400,000 in the first inaugural year with the research and development services to be done, but will become $220,000 for the years following with 3 social media and mobile app developers and digital advertising costs for the social media and mobile app platforms.
  • Each month following, make sure to take a market analysis and see if the target market is being reached. You can do this through each social media account, Google Statistics showing the action on the website for the campaign. Bronner’s marketing team will need to continue sharing stories and other elements that will entice the consumers’ interest on a continual basis. At the end of the year Bronner’s will do a complete market analysis of the company to see what the Key Performance Indicators are and what should be done at the end of the year report.
  • Transcript of "Bronner's - We Make It Personal"

    1. 1. “We make it personal.”
    2. 2. . : Company Analysis : . Based in Frankenmuth, Michigan, for over 60 years, Bronner’s is ready to expand their markets in 2013! Largest FamilyChristmas Started in owned andStore in the 1945 operated world!
    3. 3. . : Objective : .To increase Bronner’s brand awareness and increase sales.
    4. 4. . : Company Projections : .Bronner’s has 2 goals from their new digital marketing plan:1) Develop a larger social media community2) Become the top-of-mind place for personalized gifts
    5. 5. . : Target Market : .Bronner’s new digital and social marketingcampaign will be targeted towards…. Social Why? People Media They are the between the the mainages of 18-35 users of… Digital
    6. 6. . : Creative : .We make it personal… …with your story. They story is familiar to all of us. You have a special someone in your life that you want to give a gift to. One that is special but you do not know what it is. Bronner’s “We Make It Personal” campaign is the answer.
    7. 7. . : The Story : . “Carol had a friend named Corey. Corey and Carol built a friendship over a summer while going to Bluegrass andAmericana concerts. At the end of the summer Carol went awayto school and left Corey behind but continued to talk. In the fall, Corey told Carol that he was moving way to Boston and Carol was happy for Corey but sad all the same. She wanted to get Corey a gift that he could take with him to remind him of Carol. She searched high and low until she found a small but delicatebanjo ornament at Bronner’s. She wrote a special note that was painted on the back of the ornament just for Corey. During herholiday break, she gave Corey the ornament and he knew that it was made just for him. Now every Christmas, Corey hangs his banjo ornament Carol have him and his heart is filled withwarmth and memories of their summer together. He knew Carol made it personal.”
    8. 8. . : Interaction : .Social MobileMedia Apps
    9. 9. . : Social Media Platforms : . Snap photos of their personal gift giving stories and memories with Instagram. You can share it with the Bronner’s community and link it to your personal blog to show a photo or video of the gift. Take photos, videos or post it to the Bronner’s Facebook page directly for others to see! Share, pin or blog about your ideas to your Pinterest community as well as browse other pinners ideas on the new Bronner’s Pinterest Page!
    10. 10. . : Mobile App : .Free Mobile App For Smartphone Users!• Access to all of the Bronner’s ornaments!• Create 3D images of their personal gift ideas• Order via your smartphone!
    11. 11. . : Engage and Culture : . Social and digital media plan of action:December 01, 2013• Launch pre-developed social media platformsJanuary 01, 2014• Launch the Bronner’s mobile app both in the U.S. and internationally.
    12. 12. . : Analysis and Shaping : . • Monthly evaluation of all social and digital media platforms. • Continue to monitor and shape the content on each. • Let the customers lead the way!
    13. 13. . : Budget : .Initial funds required for year 1: $400,000 – This will include the 3 developers, software, equipment overhead allocation, and advertising budget needed for all social and digital media ads.Projection for the next 3 years:Years 2-4: $323,000 – Developers (3) Income Total: $120,000 – Advertising Budget Total: $200,000 – Equipment Overhead Allocation: $3,000
    14. 14. . : Evaluation and Summary : .• Monthly Market Anaylsis – Is the target market being reached? • Found in all social media business account stats.• Google Analyics – How many are we reaching? • This will measure the number of people searching for Bronner’s, etc.• Key Performance Indicators – This will clue Bronner’s on what is the best methods to reach their market in the end of the year report.
    15. 15. Carolyn McKellarADV 420 – Fall 2012
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