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TreeHouse Media Plan

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Media plan done for TreeHouse home improvement's move to Boulder, Colorado. Done in Intro to Media Planning (345J) at the University of Texas at Austin.

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TreeHouse Media Plan

  1. 1. B o u l d e r , C o l o r a d o
  2. 2. Meet the crew J.J. Crās is an Austin-based media agency specializing in helping small businesses flourish in today’s competitive landscape. By combining honed experience with a wealth of creativity, J.J. Crās not only understands modern media, it thrives on it.
  3. 3. Table of Contents Executive Summary...................................................................................................................................3 Campaign Scope / Brand Profiling.............................................................................................................4 Geographic Profile....................................................................................................................................5 Competitors.............................................................................................................................................6 Primary Targets.........................................................................................................................................7 Secondary Targets.....................................................................................................................................8 Situation Synopsis ...................................................................................................................................9 Media Vision..........................................................................................................................................10 MediaObjectives.....................................................................................................................................11 Media Menu...........................................................................................................................................12 Media Budget ........................................................................................................................................13 Workshops.............................................................................................................................................14 Flight One: Plant Your Seeds...................................................................................................................15 FlightTwo: Water The Sapling.................................................................................................................17 Flight Three: Watch It Grow...................................................................................................................19 Continuous............................................................................................................................................21 Flow Chart.............................................................................................................................................23 Recommendations..................................................................................................................................24 Let’s Talk................................................................................................................................................25
  4. 4. Executive Summary We at J.J. Crās have developed a media plan for TreeHouse Boulder that promotes a future of sustainability by offering a unique touch of creative ambition to a calculated strategy rooted in research and analysis. Our proposal outlines a series of advertising placements that work within the $45,000 budget over a ten-month period to allow the new store location to grow organically within the Boulder community. TreeHouse, a brand born and raised in Austin, Texas embodies an energy and lifestyle that makes an easy transition to the active outdoor culture of Boulder, Colorado. Diving headfirst into the research of consumer insights and attitudes in TreeHouse’s new geographic market allowed us to tailor our plan to effectively connect with what we found to be two separate yet similar target markets for the brand. Each of these markets, the Building and Remodeling target, and the Homestead target have different needs that our media plan caters to by communicating with them at the points where they are most receptive. That the two targets overlap in their love of the outdoors allows us to generate mutually beneficial interactions between the TreeHouse brand and their efforts toward living a more eco-conscious lifestyle. We plan to connect with this receptive audience through a series of branded events, sponsorships, print, digital, guerilla, and out-of-home media placements, making TreeHouse a top- of-mind brand for the green home improvement category in Boulder. Beginning on March 1st, we will plant the seed with our introductory flight, busting down the door to Boulder with a force that willbeheardnotonlybyourtargets—butbythecityofBoulderasawhole. 3
  5. 5. Campaign Scope Launched in 2009, TreeHouse is an Austin-based eco-friendly home improvement company that is now looking to expand on the success of their flagship store by making the leap to Boulder, Colorado to open a second location. In the few years since the store’s launch, TreeHouse has achieved substantial success in the Austin market and outstanding ratings and feedback from its customers. Being a company who advocates smart, environmentally friendly options for home improve- ment, Boulder, Colorado’s outdoor culture and beautiful scenery is an optimal location for the green-conscious company. TreeHouse is seeking to launch the new store located at 1162 13th Street, Boulder, CO 80302 on March 14, 2014. Located in the heart of the city’s historic Hill District, this location for TreeHouse will provide optimal foot and vehicle traffic for the new store, and therefore create many opportunities to build a solid customer base with the right media execution. Gaining brand awareness will be the key to the success of the Boulder store’s initial launch in order to attract new audiences in the hopes of eventually curating a loyalist set of consumers in the geographic area. The launch-year budget for the media plan is to be $45,000, 100% of which will be spent on measurable media. Profiling the Brand The success of any company should be rooted in its employees, and TreeHouse emphasizes this point by view- ing their employees as “team members,” because their knowledgeable staff is one of the drawing points for savvy con- sumers. TreeHouse has built its company’s culture around educating its earth-conscious consumers in order to en- courage their efforts of building safe, sustainable, and eco-friendly homes and lifestyles for the benefit of society. The pillars of the TreeHouse brand itself are education, nature, community, dreams, and excellence. The company prides itself on being much more than a mere home improvement store. By offering products geared toward eco-friendly hob- bies--their “Homestead” products-- the company shows interest in more than what’s in their customer’s wallet. Tree- House cares about its customer’s lifestyles and encourages their green-conscious efforts in any way they can. Further- more, the company holds itself to a high degree of honesty with their customers, being a selective retailer who proudly shares their four-step process for deciding which products are worthy enough to be on their shelves. By keeping three key words in mind: savings, health, and ecology, the TreeHouse brand has been successful in building a strong repu- tation within the community of its current location in Austin. Review sites such as Yelp, reveal that the company has achieved a high rating in its short existence and that customers are appreciative and happy to share their experiences with the staff’s knowledgeable and enthusiastic service2. The key differentiator for TreeHouse is found in the efforts to- ward educating their customers to sustain their relationships and continue their combined efforts toward smarter living. 1TreeHouse website: www.treehouseonline.com 2 http://www.yelp.com/biz/treehouse-austin 4
  6. 6. geographic profile Boulder, Colorado: the city that seemed to have grown from the earth. Resting at the foothills of scenic mountain views and breathtaking landscapes, the city embraces a vibe unlike any in the world. The feeling of self-security and hopeful thinking is prevalent and actions toward personal well-being and economic consciousness is embraced. The new location of TreeHouse in Boulder, Colorado will be located within the Denver DMA. The address of the store is 1162 13th Street, Boulder, CO 80302, in the heart of the Hill District in downtown Boulder. The city of Boulder has a total population of 98,903 people1 . The University of Colorado- Boulder is across Highway 93 from the location of the new TreeHouse store. The City of Boulder describes the Hill District as an “eclectic, intimate business district”thatresidentsthroughoutBoulderfrequenttoshopanddine2 .Working professionals can often be found here during their lunch breaks, mixed in with college students studying for exams. Blocks away, shoppers buzz around Whole Foods and other retail attractions. The new TreeHouse location is walking distance to numerous trails in the Chautauqua and Boulder Mountain Parks, similar to the location in Austin which is very close to the citywide Greenbelt. 1 http://www.bouldereconomiccouncil.org/site-selection/demographic-data/ 2 http://bouldercolorado.gov 3 http://www.realtor.com/home-finance/real-estate/general/top-greenest-cities-in-us.aspx 4 http://www.forbes.com/best-states-for-business/list/ 5 http://www.bicycling.com/ride-maps/featured-rides/3-boulder-co-0 According to realtor.com, Boulder is one of the “Top 10 Greenest Cites” in the country, along with Austin, Texas3 . Forbes.com’s “Best States for Business and Careers” listed Colorado as number 54 . The metropolitan area of Denver is connectedtoBoulderbyHighway36,alsoknownastheBoulder-DenverTurnpike.The location in Boulder has a large draw factor with its allure of numerous outdoor attrac- tionsandactivities.Accordingtowww.bicycling.com,Boulderisthethirdbestcityinthe country for riding bikes5 . USA Today said that Boulder was the “city of the happiest people.6 ” Boulder became one of the first United States cities to incentivize eco-friend- ly behavior with the Green Points Building Program. Its purpose is to help homeown- ers find products, designs, and cost-effective and sustainable remodeling and building options for building “green7 .” These outdoor factors and the bubbling college commu- nity nearby should draw affluent people from the larger populations outside of Boul- der to venture to the city and discover their new favorite eco-friendly lifestyle store. Possible Hotspots City (total population8 ) (distance from Boulder, drive time9 ) -Boulder*(98,903)(0) -Broomfield(58, 298)(13 mi, 20 min) -Brighton(34,636) (30 mi, 37 min) -Denver(634,265)(30 miles, 40 min) -Golden(19,186) (31 mi, 42 min) -Littleton(43,775) (37 mi, 45 min) -Fort Collins, (148,612)(47 mi, 1 hr 12 min) 6 http://usatoday30.usatoday.com/news/nation/2010-02-15-cities_N.htm 7 https://bouldercolorado.gov/plan-develop/green-building-and-green-points-program 8 http://www.city-data.com/city/Colorado2.html 9 http://maps.google.com 5
  7. 7. competitors direct competition indirect competition McGuckin Hardware1 Address: 2525 Arapahoe Ave Boulder, CO 80302 Distance from TreeHouse: 1.3 miles, 5 minute drive. McGuckin Hardware was founded in Boulder in 1955. It’s now become a local favorite “everything” store, as it has 60,000 square feet that holds 18 different departments, ranging from Garden to Automotive to Pet Supplies. The store is based on belief in personalized service, selection, and first-hand experience. McGuckin Hardware is a certified member of ReDirect Guide, the one-stop sustainable lifestyle directory of certified, green and eco/earth-friendly businesses in Boulder, CO.TreeHouse will have to work to overcome the loyalty to Boulder’s local hardware store. EcoSmart Homes Inc2 Address: 10125 Rosewood Ave., Suite 204 Boulder, Colorado 80304 Distance: from TreeHouse: 3.5 miles, 11 minute drive. EcoSmart Homes was formed in 2009 and is headquartered in Boulder, CO. They are a home performance upgrade business, and the leading one of its kind in the Rocky Mountain and Southwest regions of the United States. EcoSmart Homes performs a four-step process for their customers; they audit the home, recommend updates, upgrade and perform, then verify the performanceandmaintaintheupgrades.EcoSmartHomeswillbestrong competition against the Building and Remodeling target of TreeHouse. Home Depot3 Address: 1600 29th St. Boulder Co., 80301 Distance from TreeHouse: 2.0 miles, 7 minute drive. The Home Depot was founded thirty five years ago as a one-stop shopping hardware store for those seeking to embark on their own home remodeling projects. Sales associates are well informed and go through an intensive training process. They offer installation services for customers. Home Depot won’t pull the primary customer base from TreeHouse, but can simply offer a wider variety of hardware products and brands that TreeHouse won’t be able to match. Home Depot will likely pull more lower class secondary target market that simply needs to pick up hardware for their house on the budget. Lowe’s4 Address: 1711 West Dillon Road, Louisville, CO 80027 Distance from TreeHouse: 7.4 miles, 12 minute drive. Lowe’s has 1,825 stores all over North America, serving approximately 15 million customers each week. Their goal as a company is to offer high-quality home improvement products at low prices, as well as deliver customer service. Lowe’s is a well-known es- tablished brand with good name recognition. This makes them a po- tential competitor for TreeHouse’s new location, but Lowe’s fails to offer the personal atmosphere and locality of the TreeHouse store. 1 www.store.mcguckin.com/com/inet/home.html 2 http://www.ecosmarthomes.com/about-us/company-background/ 3 www.homedepot.com 4 http://media.lowes.com/about-lowes/ Distances from TreeHouse found on http://maps.google.com/ 6
  8. 8. Primary targets Building and Remodeling Target Meghan and Jordan Happily married for three years, Meghan and Jordan recently purchased their first home in Chautauqua Heights, a neighborhood just one block away from the Chautauqua trails in Boulder, Colorado. The couple met at their alma mater, the University of Colorado,-Boulder where they both realized Boulder was the place they wanted to raise a family.Theirfirstchild,Madelinewasbornlastyear,andnowthecouplehastheirhandsfullwiththeirnewbornand various DIY projects and remodeling plans to make their new house a home. In what fleeting down time they can snag,thecoupleenjoystheoutdoors,hiking,ridingbikes,andwalkingtheirdogstothepark.Thismillennialcouple likestostayverycurrentwithnewtechnology,andthereforeconsumemostoftheirmediaviatheirsmartphonesand tablets. They are also very active on social media, making sure all of their friends and family stay up-to-date on every Madeline moment. They are avid Spotify users, and they purchase the majority of their groceries at Whole Foods. Homestead Target Linda and Robert LindaandRobert,graduatesofYaleandHarvardrespectively,metandfellinloveintheearly1980’swhenbothwere vacationing in Rome, Italy.Today, happily married for 25 years and counting, the power couple resides in Boulder, Colorado where Linda teaches at the University of Colorado and Robert has gained prestige as the most respected heart surgeon in the area at the Boulder Community Hospital. Their favorite joint pastime is downhill skiing. They are popular in the community, and love hosting dinner parties for their close friends that feature fresh produce from Linda’s personal garden. Linda is known amongst friends for her thoughtfulness and the unique gifts she is always surprising them with. Every morning the couple bonds over cups of tea and french-press coffee and read the local newspapertogether.Theyeachownvehicleswhichtheydrivetowork,andarealwaysreachableontheirsmartphones. Sources for Target Market profiles were taken from Claritas segments by zip code. Relevant target information came from: “Up and Comers,” “God’s Country,” “Big Fish, Small Pond,” and “Young and Rustic.” Url:http://www.claritas.com/MyBestSegments 7
  9. 9. secondary targets Building and Remodeling Target Jerry Jerry is a native New Yorker and lifelong computer nerd who received his PhD in Computation- al Science and Engineering from the MIT in the late 1980’s. Post-graduation, Jerry escaped the buzz of the Northeastern city life by relocating to Austin,Texas. Years later, after developing a computer software program that received nationwide enthusiasm, Jerry was able to bank on this and begin a comfortable life of leisure. Today, 60 years young, Jerry splits his time between his Austin home and his second home in the upscale Hill District of Boulder, Colorado. His current project is to renovate his Boulder home into a more green and efficient house. He’s considering it his own personal educational project on green culture. Jerry enjoys his affluent position in the Boulder community by taking part in various social organizations as well as being a member of the local country club. His other hobbies include managing his investment portfolio and educating himself on the benefits of solar panel technology from his iPad. He also reads the local and national newspapers on a daily basis. Homestead Target Cory Cory grew up in Seattle, Washington. Having a very active and outdoorsy family allowed Cory to develop a sense of adventure at a young age. Cory moved to Boulder, Colorado at age 22 to satisfy his sense of wanderlust and do some “soul-searching.” He fell in love with the vibe of the small eco-conscious city, and has felt at home ever since. Now, at age 26, he works as a mixologist at an upscale bar in the Hill District to support his true passion as a freelance photographer. He is a self-proclaimed artist who takes great pride in curating a perfectly feng-shui apartment on a budget. In his free time, Cory enjoys planning pipe-dream trips around the world, cooking organic dinners for his on-again-off-again girlfriend, and tending to his recently-planted herb and vegetable garden. He just started a juice cleanse, and is loving it. He consumes most of his media on his iPhone during his commutes back and forth to the Hill District on the local bus route. Sources for Target Market profiles were taken from Claritas segments by zip code. Relevant target information came from: “Up and Comers,” “God’s Country,” “Big Fish, Small Pond,” and “Young and Rustic.” Url:http://www.claritas.com/MyBestSegments 8
  10. 10. situatiOn synopsis What Makes Us the Best •Niche market •Unique selling proposition: An environmentally friendly product retailer that allows you to know exactly what you put into your home1 . •Filters brands to meet certain company culture standards: health, sustainability, performance and corporate responsibility2 . •Emphasis on value, rather than price. •Company’s philosophy and values focus on delivering the best products that will improve customers lives by being informed and smart about their choices3 . What Gives Us Hope •Opening new store in a city that loves the outdoors. •High medium household income. Much higher than the national household income diminishes the inability of the target market to consume products4 . •Only true eco-friendly home improvement store in the Boulder area. •Located in the Hill District of Boulder a “business district colloquially known as ‘The Hill.’ This is a vibrant area featuring an eclectic mix of restaurants, shops and entertainment venues and businesses.” A perfect environment for a eco-friendly home improvement store5 . What Makes Us Twitch •Heavy direct competitors: McGuckin Hardware store & EcoSmart Homes Inc. •According to a Marist Poll, 54% of Americans still think the US is in an economic recession. This can affect the way consumers spend their money and choice cheaper alternatives6 . Close to a University, located in the Hill District also known to house fraternities and sororities. What Steals Our Thunder •We talk to a small market •Relatively small retailer with small brand awareness. •There is only one other location in the country. •Price can sometimes be a determinant. High prices for some consumers might be discouraging. 1 http://treehouseonline.com/products/ 2 http://treehouseonline.com/product-filter 3 http://treehouseonline.com/about-us/education 4 http://www.bouldereconomiccouncil.org/site-selection/demographic-data/ 5 http://zacharyepps.com/boulder-neighborhoods/ 6 http://maristpoll.marist.edu/wpcontent/misc/usapolls/us130715/Economy/Complete%20July%2023,%202013%20USA%20 McClatchy-Marist%20Poll%20Results%20and%20Table 9
  11. 11. media vision A community rooted in sustainable living 10
  12. 12. media objectives Advertising Objectives: Make 50% of the TreeHouse target market in the Boulder area aware of the brand’s name when prompted via aided recall after the first six weeks of operation. Half of those who are aware will be familiar with the store’s general location via the same measurement tool. Success of brand name and location awareness will be mea- sured by direct interaction and word of mouth. Marketing Objectives: By the end of the eight weeks following the store’s opening, Tree House will have the following traffic counts in the Boulder location: M-Th = an average of 150 visitors/day Sat = an average of 300 visitors/day Marketing objects will be measured by traffic and redemption tracking. Overall, our media plan is building the TreeHouse brand image by making our media the message and creating unique and unexpected contact points. 11
  13. 13. media menu 1 Provided 2 Provided 3 SRDS: Newspaper Media 4 SRDS: Consumer Magazine Media 5 http://links.lamar.com/2013TransitRates/2013_CO_Denver.pdf 6 http://www.lamar.com/InventoryBrowser: Denvera-Aurora, CO 7 http://www.flysigns.com/ 8 http://www.pedicab.com/pedicab-operators.html 9 http://boulder.bcycle.com 10 http://www.rushflyers.com/eco-friendly-printing.php 11 http://www.monalisamugshots.com 12 http://www.homeandgardenmag.com/index.php?option=com_content&view=category&layout=blog&id=24&Itemid=211 13 http://www.bceproductions.com/boulder-creek-festival/exhibitors/ 14 https://adwords.google.com 15 http://www.mainstreethub.com 16 https://www.facebook.com/advertising 17 http://www.homeandgardenmag.com/index.php?option=com_content&view=category&layout=blog&id=24&Itemid=211 18 http://www.boulderweekly.com 12
  14. 14. media budget13
  15. 15. workshops Workshop #1 (April 11th, Flight One):TreeHouse is partnering up with Sol Juice, a team of local Boulder juice connoisseurs who create juice cleans- es and blends from all organic ingredients. The workshop will provide attendees with the opportunity to try unique juice blends, and learn how to get creative with the fresh produce they find at the local farmer’s market or grow in their own home garden. The workshop is perfect for cross-promoting the TreeHouse brand with an already established local Boulder company that shares a target audience likely to have similar lifestyles and interests as TreeHouse’s Homestead target. The workshop will bring new customers into the TreeHouse location, as well as establish valuable relationships with neighboring businesses in the community- part of what the TreeHouse brand is all about. The workshop will be promoted on the TreeHouse website, via social media, email blasts, as well as on local community website event pages. A ¼ page ad will be placed in Boulder Weekly a week prior to the event. Workshop#2(May9th,FlightOne):Conservation101:TreeHousewillbehostingaConservation101workshoptohelpeducateitsclientsonthesmart practice of conservation and small tips and tricks they can utilize around their home to help reduce their impact on the environment. A couple of TreeHouse’s own team members will lead the discussion, showcasing products that the store offers to make the small home renovations as easy as possible for both the Building and Remodeling as well as the Homestead target. Free invites will be sent out via email and social media pages, as well as community websites’ event pages. A ¼ page ad will be put out a week before the event to further increase awareness. Workshop #3 (August 16th, Flight Two) : Build a Birdhouse. TreeHouse will host a kid-friendly workshop on a Saturday morning when kids are most likely to be out shopping with their families. Since they’re probably not naturally excited about heading to the home-improvement store, we’re going to make the trip a fun experience for the kids with a project they can take home and enjoy afterward. This workshop appeals to TreeHouse’s Homestead target who are likely to be families with young children. The event will be promoted via social media, email blasts, an ad in Boulder Weekly, and online local event calendars such as www.boulderdowntown.com as well as the www.getboulder.com events page. Workshop #4 (October 10th, Flight Three) : Canning for a New Generation: Lianna Krissoff, author of Canning for a New Generation: Bold Fresh Flavors for the Modern Pantry, will give a mini tutorial on the basics of canning and share her favorite recipes and tips for canning from her cookbook that TreeHouse carries. She will be signing copies of her cookbook as well as promoting her newly-released third book, Vegetarian for a New Generation. This workshop will draw consumers from TreeHouse’s Homestead target who are likely to be avid gardeners, cooks, or both, and would enjoy a fun social night out during the week. This workshop will be promoted via free social media, an email blast, and notices on the events pages of community websites such as www.boulderdowntown.com and www.getboulder.com. A ¼ page ad will be run in Boulder Weekly the week before the event. Workshop #5 (November 8th, Flight Three): Sustainable Insulation 101. TreeHouse will be hosting a workshop for their Building and Remodeling target, in which their experts discuss the environmentally-friendly home insulation options that the store offers. Information will include how to choose the correct type for each customer’s project, as well as an overview of the differences and advantages of each. TreeHouse clients will be invited to this event via free social media and email blasts. The workshop will also be promoted for free on the community website event calendars of boulderdowntown.com and getboulder.com as well as in a ¼ page ad of Boulder Weekly. 14
  16. 16. flight one: Boulder Weekly To jumpstart awareness for the TreeHouse brand and the new store opening in Boulder, media place- ment in the city’s one and only independent weekly newspaper, Boulder Weekly, is a must. Boulder Weekly reaches over 98,000 adults each month, more than any other publication in Boulder County. The demo- graphic audience for this magazine covers a wide age range of 18- 54 year olds with the vast majority sharing similar lifestyles and purchasing habits. Placement at over 1000 Boulder locations each week ensure that both Homestead as well as the Building and Remodeling target audiences for TreeHouse will be reached. Ads placed in the weekly magazine will promote the Grand Opening Party two weeks beforehand, as well as advertise the various in-store workshops offered throughout the entire media plan. The majority of the first flight’s spending will be allocated to this publication, with a cost of $3038 for two full page ads at $1,125 each, plus 2 ¼ pages for the workshops at $394, generating almost 100,000 impressions for the first flight. Airplane Banner Ad For the Grand Opening Party on March 15, an airplane pulling a large banner lwill draw attention to TreeHouse,informinganyonewhoseesitthatagrandopeningpartyishappeningthatday.For3hoursofairtime,the company Fly Signs, will fly the banner over Denver and Boulder around specific outdoor hot spots. The impressions achieved from the banner ad, according to a Fly Signs representative is 800,000, if not more, for $1,585.00. Our message will be delivered to anyone out and about on the Saturday afternoon, a perfect crowd to draw into TreeHouse’s Grand Opening Party. With 800,000 impressions for $1,585 our CPM would amount to $1.98 Grand Opening Party Where we come from, birthdays are always an event to be celebrated. As such, TreeHouse Boulder’s opening day will be an occasion that draws the community in as we are born into Boulder. Taking place on the afternoon after TreeHouse’s soft opening, there will be all the makings of a boisterous bash: live mu- sic from local talent, a brewery/juicer partnership, and even a photo- booth. There will also be many giveaways to engage the community. Attendees will be given a packet of Blue Columbine seeds (the Colo- rado State Flower) with a coupon for 20% off a given purchase, as well as hashtag information (#TreeHouseBoulder) for sharing their flowers’ growth on Twitter. In addition, along with every purchase, patrons will be eligible to enter a raffle for a set of Blue Avocado dish- ware by enrolling in TreeHouse’s email newsletter listserv. In doing so, TreeHouse is sowing the seeds of a long and fruitful relationship. Urban Home Magazine Urban Home Magazine’s direct mailers are an ad-only version of the most widely read home and garden magazine in its distributionareasthatgetmailedtohomesvaluedover$200,000,6times per year. The Denver Metro edition of this mailer, which also reaches the Boulder area, is sent to 1250,000 homes each time, with an average home value in this area being $575,000. Of this magazine’s readership,75%reporttoplanningonspendingover$3000inhousehold remodeling purchases in the next year. The backbone of this magazine’s readership is “affluent” homeowners who have money to spend and take pride in creating a custom living space. This overlaps perfectly with TreeHouse’s primary targets who are educated, own homes, and hold somewhat affluent positions and jobs in the community as a whole. Their jobs and lifestyles allow them to experiment and spend time and money on curating a home that reflects their eco-friendly interests. Our media purchase for Flight 1 in this publication will be a general ad for TreeHouse as a brand, promoting the new store location in Boulder. Spending $1538 for a half-page layout in the March mailout of the Denver Metro edition, 125,000 impressions can be expected. Our objective for flight one is to bring the utmost attention to the TreeHouse brand by informing the consumer of an alternative, green home improvement store which will save them money, and also prevent harm to the environment for the future. 15
  17. 17. plant your seeds Boulder Home and Garden Fair The Boulder County Home & Garden fair is a relatively new community event (in its sixth year) dedicated to home improvement, gardening and green home technologies. The event is free to the public and draws in upwards of 1000 attendees. More than 100 local vendors and exhibiting companies showcase eco- friendly products, home improvement techniques, and interior decoration. Located a mere twenty minutes away from downtown Boulder, Treehouse will sponsor a 10’x8’ corner booth for $675 and showcase their vast selection of green products and earth- friendly living solutions while dispersing drawstring backpacks with the company logo, eco-friendly refillable water bottles, and ad coupons that explain what TreeHouse is all about. Along with our booth at the fair, we will invest in an email blast and web advertising through the Boulder County Home & Garden Fair, reaching potential attendees before they actually attend the fair, as well as people interested in the fair who cannot ultimately attend. We estimate 1,000 impressions through these digital placements. Guerrilla Chalk Chalk advertising is a very unique way to reach our target audience while they are out on the town. We know our target is active; running around, biking, and walking to their local Whole Foods. Chalk advertising is not only a unique way to approach our target but is also a good way to establish our brands personality and build brand awareness with those who are truly receptive to the TreeHouse culture. Chalk is not harmful to the environment and is a fun and effective way to get people informed and talking about the TreeHouse brand. With a cost of $1,000 for a chalk artist will gener- ate an average of 10,000 impressions, our CPM for this medium would be $100. The Winter/Spring Six Pack Series The Winter/Spring Six Pack Series is a 5K race on March 1st, March 22nd, and April 19th 2014 located in Broomfield, Colorado. The race is the favorite race series for Boulderites and Denverites alike. TreeHouse will contribute $2500 to become a sponsor three races out of the six race event. This sponsorship will allow TreeHouse to set up a vendor booth, distribute promo merchandise, and advertise the opening day festivities for the store which will occur a few weeks after this race is finished. At the vendor booth TreeHouse will hand out drawstring backpacks with the company logo, eco-friendly refillable water bottles, and coupon/ flyer inserts that explain what TreeHouse is all about. The TreeHouse logo will be placed on multiple large vinyl banners and flyers that will be hung and placed at various locations throughout the race area. Measuring Our Success Through the use of multiple outdoor media and events TreeHouse becomes an active participant in the Boulder community in Flight 1. Unique and unexpected contacts points are shown in nontraditional media such as air- plane banners and seed packets. Given that 1,042,500 impressions are made during the first flight, which is 72 days in total, an average of 14,479 impressions are made per day. Conservatively assuming that 2% of the impressions result in a trip toTreeHouse, we can expect 289 visitorstowalkthroughthestore’sdoorseachday,thereforehitting both of our marketing traffic objectives after the first eight weeks. Direct interaction will be measured through website visits and growth of followers on TreeHouse’s social media sites. Assuming that 20% of impressions will actively search the TreeHouse name online, 2,895 visits to our website can be expected each day. 16
  18. 18. flight two: Boulder Creek Festival Boulder Creek Festival is an annual Memorial Day Weekend event and serves as the cities’ unofficial kickoff to summer- time. It takes place in Central Park, mere blocks away from Treehouse, and boasts a bevy of events and vendor options. Exhibition spaces are available for only $500, with the reservation fee waived because of the early-registration deduction. As an official exhibitor, Treehouse will have a booth that will be accessible to the over 100,000 Boul- derites in attendance. Similar to our promotional activities during the Six Pack Series races, Treehouse will offer free, ecologically-friendly goods to the community that are branded with Treehouse signage. In addition to distributing swag, Treehouse employees will man the booth and hold a raffle for select Blue Avocado dishware products on display. Pedicab TreeHouse is a brand that puts an emphasis on sustainable liv- ing; filling the lives of its customers with eco friendly products. Pedi- cabs are a very economic form of transportation and by sponsoring them, we would build a brand image that is consistent with the com- pany’s culture and values. Main Street Pedicabs allows independent contractors to run an eco-friendly business that gives consumers a spe- cial experience by supporting an environmentally friendly alternative to traditional cabs and bus rides.To run 4 cabs at $200 a month for 3 months total would cost $2,400, if they are running Thursday through Saturday. Rated at an impression every five seconds, we can account for 200,000 impressions total. B-cycle Boulder B-cycle rents out bikes to those who only ride short distances around town without the hassle of purchasing and storing a bike themselves. The company has a total of 150 bikes with baskets for advertising available for purchase and with TreeHouse we plan to purchase 10 of those baskets. To figure out the amount of impressions we would receive by putting 10 TreeHouse ads on the bikes which circulate around town we had to make a guesstimate of our impressions. We took into consideration that our TreeHouse spon- sored bikes are 7% of the B-cycle’s on the street, and there is approximately 300+ miles of bikes lanes in Boulder. On an average Thursday there are around 2,947 pedestrians around the city of Boulder and on an average Saturday there are approximately 7,235 pedestrians. For 16 weeks with 15,000 pedestrians on a 3 day weekend and an expecta- tion of 15% exposure we can count on 36,000 impressions for a total of $3,500 dollars. Giving us a CPM of $97.22. There is also a possibility for additional impressions as the bikes lay unused in their stations and pedestrians see the basket and while passing by. Taking our media vision and dollars into the warmer months, we will do mostly outdoor activities to reach our target while they are out and about. 17
  19. 19. water the sapling Urban Home Magazine Urban Home Magazine Direct mailers will be sent out to the affluent homeowner targets in the Denver Metro/Boulder area promoting TreeHouse as a brand and reminding consumers of the store location. Hitting TreeHouse’s primary target directly, these mailers will provide a timely follow-up to the original advertisement they received earlier in the year. Another purchase of $1538 for a half-page advertisement will gen- erate an additional 125,000 relevant impressions. Boulder Weekly Boulder Weekly media placement for Flight 2 will consist of a ¼ page ad to run the week before the Build-A-Birdhouse in-store workshop. The cost of the ad is $394, and will generate roughly 24,500 impres- sions. With 64% of Boulder Weekly’s readership consist- ing of households with children, it’s an effective way to promote the family friendly event to parents in the area. Measuring Our Success A continued investment in outdoor and print media will drive home TreeHouse’s fresh brand image of being an active participant in the Boulder community. Nontraditional media such as B-cycle and pedicab advertisements will continue to reach our target audiences at unexpected touch points. From the 445,500 total impressions created during the second flight, which is 124 days in total, we get an average of 3,592 impressions per day. Since a good portion of the impressions made in Flight 2 will not be the first contact the consumers will have with TreeHouse, we are able to conservatively estimate that 5% of impressions gained in this flight will lead to a store visit. This percentage therefore givesTreeHouse a traffic count of 180 visitors per day. Redemption tracking will allow us to analyze how many repeat customers we have gained from attendees of the grand opening party and afterward. After giving out 500 seed packets, we estimate that around 50% of our customers will return to TreeHouse to redeem their coupons. Direct interaction will be measured through website visits and growth of followers on TreeHouse’s social media sites. Assuming that 20% of our daily impressions will actively search the TreeHouse name online, we can expect at least 718 visits to our website each day during Flight 2. Word-of-mouth marketing will be tracked via online buzz tracking provided by Main Street Hub. Assuming that 5% of online visits result in a social media mention, we can expect 35 mentions per day. 18
  20. 20. flight three: Moving into the cooler part of the year, we will ride our media excellence into the winter and use our dollars to become more involved in the community. Urban Home Magazine For Flight 3, a half-page spread in Urban Home Magazine’s Direct mailers will be purchased to advertise the TreeHouse brand to it’s primary target consumers. If the recipients of the mailer hadn’t noticed the brand by this time, this advertisement will be sure to grab their attention and create interest in what the brand has to offer. The half-page page spread will cost $1538 and will generate another 125,000 impressions, a mix of both repeated and new. Boulder Weekly Media placement for the final flight in Boulder Weekly will be two ¼ page ads, each promoting one of the two in-store workshops, and will be run the week before each of these events. Although the workshops during this flight are tailored toward each of TreeHouse’s separate target markets, this publication has a large reach over the Boulder area and it’s most prominent readers are covered in each of the target categories. Two weekly ads will cost $798 total for this flight, and will generate about 49,000 relevant impressions. Lights of December Parade TreeHouse will pay $3175 to sponsor and build a float in the annual Lights of December Parade in Boulder, Colorado. This event will generate 20,000 impressions and will garner an opportunity for TreeHouse to build a parade float that will be seen by a large portion of the Boulder population. The Lights of December Parade is an important community event that TreeHouse needs to be a part of in order to develop long lasting relationships with their customer base. 19
  21. 21. watch it grow Boulder Weekly Online Banners For the entire month of October through mid-November, TreeHouse will run 4 weeks of large banner ads at top of BoulderWeekly.com for $150/week, followed by 2 weeks of “flag”-sized digital ads at $90/week for a total of approximately 250,000 impressions. 20 Measuring Our Success Finishing off our media plan with a continued investment in local events and an increase in digital advertising will drive home TreeHouse’sestablishedbrandimage.ParticipationintheBoulderLights ofDecemberParadewillbethefinaluniquetouch-pointinourmediaplan. Given that 444,000 impressions will be created over the duration of the third flight, which is 108 days in total, TreeHouse gains an average of 4,111 impressions per day. In Flight Three, we can expect a substantial amount of impressions to be repeat impressions, allowing us to conservatively estimate that around 5% of them will lead to a TreeHouse store visit. This strategy bring the store traffic counts of roughly 205 visitors per day. Direct interaction will continue to be measured through website visits. Assuming that a decreased 15% of our daily impressions will actively search the TreeHouse name online due to the increased number of repeat impressions in this flight, we can expect 616 visits to our website each day during this time period. Word-of-mouth will be tracked by Main Street Hub’s online buzz tracking services. Assuming that 5% of online visits result in a social media mention, we can expect 30 mentions of the store or brand per day.
  22. 22. continuous SEM Google Adwords will be used to reach our digitally inclined target audience. As part of our goal to get our audience thinking and talking about TreeHouse, we’ll set a maximum bid of $1.50 with a daily budget of $25 for the entire media plan. We will bid towards keywords such as “boulder home improvement,” “eco-friendly homes,” and “boulder remodeling” to hit our targets when they’re actively searching for a brand As consumers search for home improvement and green locations in Google we will be sure not to miss an opportunity to reach them using SEM andlike us. In total, $7,625 of the budget for the 10 months of our media plan will be set aside for Adwords, allowing TreeHouse to gain a stronger presence in Google searches. Main Street Hub Social Media We will hire the company Main Street Hub to run the social media accounts of TreeHouse for the entire length of the media plan. For only $299 a month (less than the cost of a social media intern), Main Street Hub will handle Foursquare, Facebook, Twitter,Google+,andYelpaccountsfortheTreeHouseBoulderbrand.Theseaccountswillshowcasedifferentproductsandofferingsfrom TreeHouse, as well as promote all of the events TreeHouse is involved in, both on and off location. Main Street Hub will take our social media accounts to new heights, as they describe the first 6 months of using their services typically resulting in a “330% increase in Facebook fans, 500% increase in Twitter followers, 244% increase in Foursquare check-ins, and 61% increase in monthly Yelp traffic.” (source: http://www.mainstreethub.com/social-media-solutions/) Through our social media effort we want to reach loyalists and increase the engagement from our dismissive customers. This strategy will allow us to reach top of mind for the consumer we are trying to reach, the environmentally conscious consumer & empowering those seeking this lifestyle, because our ultimate goal is to build smarter builders for a better lifestyle and world. Facebook Advertisements Using Facebook Advertising, we will reach our target market during the many hours they spend browsing the popular site. Specifically, we will present our advertisements to people who live in Boulder or Denver, Colorado, who are 21 years and older, who have graduated from college, and who are in the broad categories of home and garden or environment. This leaves us with a pool of 196,000 people to present our advertisement to. We will bid at a maximum of $0.80 per click with a budget of $20 per day for the entire 10 months of our media plan. 21
  23. 23. continuous Flyers We will print 5000 flyers made out of recyclable paper to hand out and post throughout our campaign. We plan on passing out 4000 outside of stores where we know our target audience’s already shops such as Whole Foods Market. Taking into account people who will take the flyer and immediately throw it into the trash, if we can get at least 80% to read through the ad we will be getting 3200 impressions from those and hopefully the directness of this encounter would spur 40% to look up our name online giving us an additional 1600+ views to the TreeHouse website and social media, simply through flyers. The additional 1000 flyers can be posted and distributed throughouttheyear.Wecouldposttheflyersattrailheads,bulletin boardsandwithlocalorganizations. Thecostofproducingthese flyers would be $480 dollars and if we are able to receive at least 4000 impressions, the CPM would be $120. 22
  24. 24. Flow chart23 March April May June July August September October November December 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 SEM Social Media Facebook Ads Flyers Boulder Weekly Local Guitarist Seed Packets Photo Booth Airplane Banner Urban Home Magazine The Winter/Spring Six Pack Series Boulder Home and Garden Fair Email Blast and Web Ad for H&G Guerrilla Chalk Boulder Creek Festival bCycle Boulder Pedicab Lights of December Parade Boudler Weekly Digital Advertisement Print Events Out of Home Online
  25. 25. recommendations Create Facebook and Twitter pages for the Boulder location which are separate from the original Austin pages, in order to keep the page fully connected with the community in which it resides. Updating the page with events and workshops that are specific to the Boulder area will be beneficial to the new location. Add a Pinterest page to TreeHouse’s current set of social media platforms. TreeHouse can then translate the in-store experience to an online world and give customers greater opportunities to interact with the brand. Show a strong commitment to the Boulder community by taking part in non-profit and other community events. This gives TreeHouse the opportunity to translate and put the company’s cultureandvaluesintoactionbycommittingtoimprovethelifestyleofthoseinthecommunity. As time goes on and media dollars increase, continue to invest in digital media. We have allocated a good portion of our media dollars toward online placements in order to reach our highly connected and conscious targets. As an increasing number of our consumers are receiving their information through digital channels, stepping up online media weight will keep TreeHouse at the top of consumers’ minds. 24
  26. 26. let’s talk J.J. Crās envisions great success for TreeHouse, and we want to be part of that success. Not only do we align ourselves with TreeHouse’s core values, but our media strategy demonstrates a strong commitment to the TreeHouse brand and the Boulder community. Let’s grow together. Leaf it to J.J. Crās. 25

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