In this hypothetical project, we have been hired by Voodoo Doughnut to create a media plan. Our media group, BrandAid collaborated to create media recommendations for the Voodoo media business as they expand their fun and distinctive business in Madison, WI for the first time.

1. Bringing Voodoo Doughnut
to Life in Madison, Wi
MEDIA GUIDE:
follow procedure
for best results.
BrandAID

2. the operating table: handtailored
to voodoo’s specific media needs.
1. Our purpose
2. meet the specialists
3. Campaign diagnosis
4. Preliminary examination
5. Product & brand profile
6. Target market research
7. Competitive& Geographic analysis
8. Branded first–aid kit
9. Doctor‘s note

3. BrandAID
We are diverse thinkers, rooted in creativity, who
collaborate to enhance your business and strengthen your
brand through reputable media strategies. We promise
substantial, measurable results from our diligent research
and firm action. Routine may come with typical medical
procedures, but there is nothing routine about the
methodology we practice to reach all our clients’ individual
goals. We have discarded a ‘one size fits all’ idea and instead,
crafted an elastic approach with perfectly tailored objectives
to specific needs. We aid in aligning your emerging business
with its destined success to gain a competitive edge in the
workforce.
Sometimes you just have to rip off the Band-Aid
and get down to business with BrandAid.

4. meet the specialists
Samantha Wolf
Digital Campaign
Manager
Ford Albert
Research Analyst
Walker Coffman
Creative Director
Hailey Hoppenstein
Product Manager
Kara Endahl
Director of Marketing
Jenna Meltzer
Director of Growth
Strategy
No examination can be completed without the help of each of
our expert specialists. Beginning with a thorough diagnosis and
ending with a smooth recovery, we endure every step we take
with precise detail in order to reach a desired result.
As we put our lives in our doctor’s hands,
we invite you to put your brand in ours.

5. campaign diagnosis
Voodoo Doughnut, a funky bakeshop with visionary
desserts, will launch a new store in Madison, Wisconsin on
Friday, February 17, 2017.
With a $65,000 budget accounting for all costs, BrandAid
will exceed Voodoo Doughnut’s expectations in their upcoming
location in Madison, Wisconsin. BrandAid leaves their mark,
with no scab patching over unresolved business. By the end
of the twelve week launch period and through the rest of the
year, our media strategy will translate into an average in-store
transaction of $20, and at least 40 speciality orders per week.
In addition, the traffic counts will reach an average of 250
visitors daily Monday through Thursday, 300 visitors every Friday,
and an average of 350 visitors Saturday and Sunday. Customers
will crave a Voodoo doughnut not just for the mouth-watering
taste, but also to become connected to the brand’s culture. The
intoxicating feeling Madison’s Voodoo Doughnut will soon
evoke is a task no other media agency will be able to emulate.
Making a diagnosis is an
intricate cognitive task that
involves both logical reasoning
and pattern identification.

6. prelminary examination
Strengths
-Voodoo founders, Kenneth Pogson and
Richard Shannon, have strong business
experience, specifically in the restaurant
industry.
-They learned about doughnuts from the
ground up from doughnut masters: three
guys that have about 100 years of
doughnut making experience combined.
-Have a strong, established social media
presence with 163K likes on Facebook,
25K followers on Twitter, and 18.9K on
Instagram.
-Can appeal to a wide variety of consumers
with their large selection of 100+ unique
doughnuts.
Opportunities
-According to the US Census Bureau,
consumers in the East North Central
region, which includes Wisconsin,
accounted for the highest share of
doughnut eatings (23.2%).
-Doughnuts are an affordable, comfort
food consumed by 60.84% of the
households in 2015.
-Along with the current exercise
movement, 26% of consumers say they
exercise so that they can eat what they
want, i.e. savory treats such as doughnuts.
-Doughnuts have become prominent in
next level dessert trends.
Threats
-The doughnut industry is a hard industry
to successfully perform in due to its time
and temperature sensitivity.
-According to Experian Marketing Services,
65% of respondents agreed with the
statement, “I try to eat healthier these
days.”
-Along wiht a 7% increase of adults since
2013 who eat gluten-free versions of food,
younger consumers, specifically aged 18 to
34, are significantly more likely to currently
eat gluten-free foods, which are unavailable
at Voodoo Doughnut.
-Dunkin’ Donuts has 57.5% of the doughnut
franchises’ market share with two stores
already in Madison, WI, potentially making
it hard for Voodoo Doughnut to break
into the market.
Weaknesses
-Yelp reviewers complained about the length of
lines/waiting time.
-They only accept cash payments, which has been
labled as an inconvenience and results in
loss of sale.
-Since their founding, they have only spent a
mere $5,000 on advertising which leads to
less exposure.
-Their inappropriate names for various doughnuts
causes parents to not want to bring their
children to Voodoo Doughnut.
Sources:
http://www.huffingtonpost.com/2010/12/21/richard-shannon-kenneth-pogson-voodoo-doughnut_n_910202.html
http://www.agr.gc.ca/eng/industry-markets-and-trade/statistics-and-market-information/by-region/united-states/market-intelligence/doughnuts/?id=1410083148515
http://www.statista.com/statistics/283198/us-households-consumption-of-donuts--doughnuts-trend/
http://academic.mintel.com/display/752377/?highlight#hit1
http://academic.mintel.com/display/752606/?highlight#hit1
http://www.franchisechatter.com/2014/03/25/franchise-chatter-guide-how-dunkin-donuts-and-krispy-kreme-are-dominating-the-donut-franchise-segment/
Before taking drastic measures, it is
crucial to look at a patient’s medical
records in order to better find a cure
through examining internal and
external factors.

7. product & brand profile
Voodoo Doughnut has satisfied more than mere hungry
cops’ sweet cravings since its establishment in Portland, Oregon,
in 2003. Though co-founders Tres Shannon and Kenneth “Cat-
Daddy” Pogson began with little to no experience baking dough-
nuts, their six stores’ success can be attributed to more than
just “The Magic in the Hole.” Shannon and Pogson combined
their business and marketing expertise with their twist on
branding an untraditional doughnut shop. Voodoo not only
seduces those with a guilty pleasure for all things glazed, but
they also welcome those with an appreciation for stimulating
experiences. They offer quality-crafted bacon-topped doughnuts,
wedding ceremonies performed by ordained ministers, and music
written by the “Deep Fried Boodie Band.” Voodoo has also
partnered with Rogue Ales to create six alcoholic beverages
inspired by their constantly changing array of over 100 doughnuts.
Customers are promised a pleasent surprise sprinkled within
each pink doughnut box with ingredients ranging from bubble
gum dust to cayenne pepper. More importantly, Voodoo invites
customers to join their community filled with eating contests,
local artists’ performances and vow renewal ceremonies. Shannon
and Pogson may have launched their first doughnut shop in
downtown Oregon, but they have grown to “run a circus”
booming with worldwide success.
We understand our patients on a
level beyond their medical history
and their yearly exams. We
develop a confidential relationship
that helps us to not only diagnose
them physically, but also internally.
Sources:
http://www.foodbeast.com/news/beyonce-starbucks-cup/
http://www.cpr.org/openair/story/interview-tres-shannon-co-owner-voodoo-doughnut
http://articles.latimes.com/2011/feb/20/nation/la-na-hometown-portland-20110220
http://voodoodoughnut.com

8. target market researchTrendsetters
O
verall
U
p
&
Com
ers
M
avens
Ecectics
Skeptics
Millenials Ages 18-23
60%
50%
40%
30%
20%
10%
0%
Our primary target, “The Trendsetters,” can be best described as Voodoo’s
Loop doughnut; they are always in “the loop” and full of radiating colors. In
Madison, the average household compostion is one person with no children, an
average age of 26.7 and an average income of less than $25,000. This is mostly due
to the fact that The University of Wisconsin is located in Madison, suggesting
a large population of recent graduates as well as current students. This leads us
to discussing the Trendsetters segment. Fifty percent of Trendsetters are between
the ages of 18 and 23, the most popular millennial segment within the new Voodoo
shop’s zip code. When making a decision to
purchase, Trendsetters mainly consider price tags,
sales promotions, and TV advertising. Trendsetters
are extremely sociable and enjoy listening to
alternative, classical, and all-news radio stations.
They are often found grabbing a drink
at State Street Brats or at The Arctic Monkeys’
concert. This unique group is the first to find an ecletic experience and
won’t hesitate to publish their discovery for their friends and followers to see.
They are highly active on social media, constantly posting about all of their
weekend events across various platforms. A Trendsetter is one to Instagram
a graphic and “hip” picture of uncommon doughnuts, making others want to try
them as well. Approximately 62% of Trendsetters
prefer to only use cash, a distinction that makes
shopping at Voodoo Doughnut,
a cash-only business, especially
convenient. Staying connected,
up-to-date, and innovative is
this target’s primary focus, while
others just anxiously wait to
hear about what’s hip from the
Trendsetters.
Residents Age in 53703
NumberofResidents
Upon a thorough examination, this is where
we come to our consensus in order to
ensure a smooth recovery into the
relocation process.Sources:
http://www.oracle.com/us/industries/consumer/interbrand-cg-retail-cx-wp-2400662.pdf
http://www.city-data.com/zips/53703.html
http://academic.mintel.com.ezproxy.lib.utexas.edu/display/542937/
http://www.esri.com/~/media/Files/Pdfs/data/esri_data/pdfs/tapestry-singles/segment23.pdf
https://segmentationsolutions.nielsen.com/mybestsegments/Default.jsp?ID=20

9. competitive & geographic
analysis
Competitive Profile
Ian’s Pizza
Located at 100 State Street (0.2 miles from Voodoo Doughnut location)
Yelp rating:
About: In 2012, Ian’s Pizza came to State Street and inmmediately became popular for it’s pepperoni, Mac’ n’ cheese, and buffalo
chicken pizzas. Madison locals have even gotten engaged here, and it has also become a late night tradition, especially for UW students
after a night of partying. Ian’s will be both a neighbor and a direct competitor to Voodoo Doughnut.
Greenbush Bakery
Located at 1305 Regent Street (1.5 miles from Voodoo Doughnut location)
Yelp rating:
About: Founded in 1996 and named after the neighborhood in which it resides, Greenbush doughnuts has an established presence in
Madison catering to both locals and students. With owners that are committed to each other (married for 51 years), the city of Madison,
and staying eco-friendly, Greenbush truly cares about their local enviroment, which has led to a high level of customer loyalty. As the only
Kosher certified bakery in Madison, they make a point to serve food made from high quality and fresh ingredients.
Lane’s Bakery & Coffee
Located at 2304 S. Park Street (1.6 miles from Voodoo Doughnut location)
Yelp rating:
Since 1954, Lane’s Bakery & Coffee has been a local Madison staple for delicious cake, doughnuts, coffee, and their legendary kringle.
Lane’s has cemented their presence in the Madison community with four generations as a family-run business. They reach all ages of
Madison locals, and they take great pride in their service as they claim to know all of their customers on a first-name basis.
Dunkin’ Donuts
Located at 801 S Park St. and 739 S Gammon Rd. (3.4 miles from Voodoo Doughnut location)
Yelp rating:
Founded in 1950, Dunkin’ Donuts has developed a strong national presence and has 57.5% of doughnut franchises’ market share. With
two Madison locations, brand awareness, and brand loyalty, Dunkin’ Donuts may not have the best ratings, but it still should be
considered. Its high percentage market share and large total number of three million daily customers speak to the importance of
considering them a fierce competitor. Their cheap, fresh coffee and variety of 52 doughnuts consistently give customers exactly what they
are looking for.
Geographic Profile
Madison, Wisconsin, home to 245,691 people and 18,693 business, is an ideal location for Voodoo Doughnut. With an upward
trend in economic growth, Madison recieved its highest business ranking ever in Forbes annual list in 2014. A large reason for this
growth is the pro-business policies that have been implemented in the Capitol City of Wisconsin. These policies have helped the
Madison economy become a welcoming enviroment for innovative minds, similar to Kenneth Pogson and Richard Shannon.
With about 14 million visitors annually, Madison is a large tourist attraction where visitors contributed $1.9 billion in total
business spending in 2014. With large events such as the Madison Winter Festival, tourism is often the first impression of the Madison
community for potential business investors. Another big attraction is the Arts and Culture scene, featuring Museum Mile, which stretches
from the Capitol to the UW-Madison campus. Along this mile lies State Street, which is in the middle of Downtown Madison and is the
future home of Voodoo Doughnut.
With a wide variety of shops, bars, and eateries, the historic State Street is a main reason why Madison draws national notice as
a destination for foodies. Also, State Street’s restaurants help contribute to the $595 million of annual food service sales in Madison.
At the end of State Street, the University of Wisconsin, our nation’s #8 party school, is home to 43,389 students that fit our target market
age of 18 to 23. These students love to drink and eat on State Street at places like Ian’s Pizza and soon - Voodoo Doughnut.
Sources:
http://quickfacts.census.gov/qfd/states/55/5548000.html
http://host.madison.com/wsj/news/local/govt-and-politics/wisconsin-receives-highest-business-climate-ranking-ever-in-annual-forbes/article_5f8fdbcf-aab5-54a1-be61-9d312275cb57.html
http://www.businessclimate.com/madison-economy-invites-innovation-discovery/
www.visitmadison.com
http://www.wisc.edu/about/facts/
http://www.collegeatlas.org/top-party-schools.html
We must have a strong immune system to
fight off any diseases that will harm our
patient’s health. Before we can prescribe
medicine, we must understand the root
of the ailment.

10. branded first–aid kit
The Monroe Times
Black & White Rates:
Mon-Sat
Per inch: $34.00
Full page: $4,080.00
Combination Rates:
Stateline Buyers’ Guide
Color Rates:
Use B/W rate plus the following
applicable costs:
B/W 3 c
Extra: $225.00
Inserts:
Preprint Inserts--CPM
Annual Frequency
1-11 48+
less than 4 tab 65.00 54.00
4 tab pg 78.00 62.00
8 tab pg 80.00 65.00
12 tab pg 84.00 70.00
16 tab pg 89.00 73.00
20 tab pg 92.00 75.00
24 tab pg 95.00 77.00
28 tab pg 98.00 79.00
Reservations must be made at least
3 business days prior to distribution.
Newspapers
Wisconsin State Journal
SAU Open Per Inch: Mon-Sat= $112.43 Sun= $169.54
Capital Times: Open, Vertical or Horizontal
1/16 page $150
1/8 page $275
1/4 page $525
1/2 page $975
Full page $1,785
Out of Home
Look Media- Shopping Malls
Tabletops:
$40-75.00/table/month (media)
$23.00/table (production/installation)
Retail Banner Network
$280-400.00/month/banner (media)
$50.00/banner (production)
$125.00/banner (install & removal)
National Mobile Billboards
Commission: 15% to agencies, brokers.
Terms & Conditions: Net 30 days, upon credit
approval. Credit Cards accepted, with added fee.
Advertising Rates: Effective January 1, 2016
Adams Outdoor Advertising- Posters
Advertising Rates: Madison, WI
Advertising Rates: Kenosha/Racine, WIAdams Outdoor Advertising- Bulletins
Video
TV; 18+ for 30 seconds
Daypart CPP
Prime Access $61
Prime $88
Late News $72
Late Fringe $74
Audio
Radio Cost for 60 seconds 18+
96.9= Free
Commercials
Daypart CPP
AM $50
Day $41
PM $52
Evening $43
Magazine
Madison Magazine
Advertisements in the magazine are estimated
to be $2,950.00. Note: This is an estimate for
a full-page, black and white ad.
The Madison Times Weekly
Black & White Rates:
Per col. inch: 26.40
Full page rate: 2,030.00
Use B/W rate plus the following applicable cost:
B/W 3 c
Extra 25%
Circulation:
Sworn 9/30/15
Non-paid Paid Total
Fri 8,750 250 9,000
Per Unit 5,750.0 18,750.0 112,500.0 205,000.0
Weekly Monthly 6 Months 12 Months
Digital
Google Adwords
Doughnuts near
me, special occ-
asion treats, 24
hour food places,
desserts
10+/day;
~300-400
per month
~4,000/month
Daily
Budget
Keywords
Daily
Clicks
Daily
Impressions
$10
GRP’s # of
panels
1-12 Annual
100
75
50
40
25
24
18
12
10
7
31,200.0
23,200.0
15,600.0
13,000.0
9,100.0
25,200.0
18,900.0
12,600.0
10,500.0
7,350.0
100
75
50
25
25
19
13
6
17,500.0
13,300.0
9,100.0
4,200.0
16,250.0
12,350.0
8,450.0
3,900.0
Junior Bulletins
for Janesville, Wi Market Only
$250/Week
Digital Billboards
Annual Rates:
$8,000/Period
$2,000/Week
52 Weeks
$9,000/Period
$2,2250/Week
1-3 times
per week
4-12 times
per week Annual
General
Market
Eastside
of Madison
Quote
Quote
7,750.0
5,838.0
5,838.0
4,843.0

11. doctor’s note
Voodoo Doughnut was born in 2003 in Portland, Oregon, by two
quirky friends who wanted to maintain the mantra of “Keeping
Portland Weird.” This eclectic doughnut shop doesn’t just sell delicious
treats; they also sell an experience. Customers don’t just choose the
Cock-N-Balls doughnut or the Maple Blazer Blunt doughnut for its taste.
Rather, these funky dessert-loving individuals want to create a memory.
Voodoo Doughnut will continue to expand their eccentric ideas to the
historic Madison Downtown District. State Street, Voodoo Doughnut’s
downtown location, links Wisconsin State Capitol Square to the University
of Wisconsin Campus.
Voodoo Doughnut’s new location in Madison will open on
February 17, 2017. BrandAid has allocated a budget of $65,000 to help
smooth the relocation process and make Voodoo Doughnut a booming
entity in the heart of Madison, Wisconsin.
BrandAid has thoroughly examined the demographics of the
downtown district, the competition and potential opportunities. From
this diagnosis, we have deduced the ideal customer for Voodoo
Doughnut, “The Trendsetter.” These individuals range from ages 18-23,
have an addiction to eclectic experiences, and are not afraid to try
something new– the weirder the better.
BrandAid‘s healers have their toolkits ready to bring Voodoo
Doughnut to life in the city of Madison. BrandAid promises to keep the
Voodoo weirdness alive, as they have successfully done in Oregon, Texas,
Colorado, and even Taiwan. Not only will we duplicate their past
success, but we will elevate it to the next level. We are committed to
prescribing the optimal media plan to ensure Voodoo Doughnut
continues to maintain its strong immunity and fight off all competitiors
in Madison, Wisconsin.