For my final project in my Advertising & Promotion Management course, our client, RMSC Women's Council, requested a complete and comprehensive marketing campaign that included real-world tactics that could be used for their annual event, Fantastic Findings. Some of the elements proposed in this presentation have since been adopted by the Women's Council to promote their Fantastic Findings event. (Spring 2018)

1. RMSC Women’s Council’s
Fantastic Findings
Brought to you by:
Eves & Adam Advertising

2. Table of Contents
1. Situation Analysis (Slides 3-14)
2. Campaign Directions (Slides 15-19)
3. Additional Marketing Tactic Suggestions (Slides 20-23)
4. Creative Plan (Slides 24-31)
5. Media Plan (Slides 32-37)
6. Budget & Schedule (Slides 38-42)
7. Appendix (Slides 43-44)
2

3. SITUATION ANALYSIS

4. Current Market Situation
Fantastic Findings:
● For the past 2 years, this event has offered “next-to-new” items for sale,
donated by local individuals and businesses of the Rochester area.
● Past attendants:
○ Locals, senior citizens, members of the Women’s Council (and close friends)
● Currently seen as a large-scale “garage sale”
● Competitors:
○ Ronald McDonald House
4

5. SITUATION ANALYSIS:
2017 SOCIAL MEDIA PRESENCE
5

6. Current Fantastic Findings Page
http://www.rmsc.org/science-museum/programs-and-events/item/197-fantastic-findings-garage-sale
6

7. RMSC’s Instagram Page
● Nearly 4,000 followers
○ All of which may be
potential customers
● There were 2 posts made
about the Fantastic Findings
sale in 2017
● Instagram is very popular,
would be a trendy idea to
post more about items for
sale
Fantastic Findings 2017 Instagram Posts
https://www.instagram.com/rocRMSC/ 7

8. Fantastic Findings 2017 Instagram Posts
First post about Fantastic
Findings sale in 2017
● Posted Sept 5th (over
2 weeks before the
event)
● 37 likes
● Isolating hashtags
○ #rmsc
○ #rmscwomenscouncil
○ #roc
8

9. Fantastic Findings 2017 Instagram Posts
Second and last post about Fantastic
Findings sale in 2017
● Posted Sept 19th (2 days before the
event)
● 39 likes
● Isolating hashtags
○ #rmsc
○ #rmscwomenscouncil
○ #roc
9

10. Fantastic Findings Facebook Event
https://www.facebook.com/events/657238307813096/
● 450 Went, 2.8K
Interested
● Discussion Posts
○ People tagged their
friends and asked if
anyone wanted to go
○ Some made posts asking
about payment options
○ People commented on
the inconvenient
operation hours
10

11. SITUATION ANALYSIS:
FRINGE FEST & FANTASTIC FINDINGS SWOT
11

12. Fringe Festival Venue Locations
(as of April 2018)
Rochester Fringe Festival
● Has 500+ performances and
events in 25+ venues
● The event market during the
festival is oversaturated, so
people may ignore unregistered
events like Fantastic Findings
● Although the museum is
downtown, it is not in the
central hub of Fringe Fest
events
http://rochesterfringe.com/visitor-info/festival-map
12

13. SWOT Analysis
Strengths
● Large variety of items for sale
● Partner of the RMSC
● Affordably priced items
Weaknesses
● Little to no social media presence
● Low contact with communities outside
of council members’ friends and
families
Opportunities
● Access to the RMSC member contact
information
● Fringe Festival occurs during the same
weekend - increased traffic to
downtown Rochester
● Increased advertising budget
Threats
● Fringe Fest - compete for advertising
downtown and for target publics
13

14. Brand Positioning
● The Women’s Council Sale is a unique opportunity, with a potentially untapped market
and target demographic
● Want their event to be a synonymous household name
○ Focus on the question “When is it?”, not “What is it?”
○ Change perceptions of former “Garage Sale” mentality Women’s Council Event
● Upscale/vintage sale of “next to new” items
○ This is quite different from other sales in the region
14

15. CAMPAIGN DIRECTIONS
15

16. Target Consumers
Location:
● Rochester, NY and surrounding area
Primary Target Consumers
● Age Range: 18-34 (Millennials)
○ Young professionals
○ College students
○ New home owners
Secondary Target Consumers
● Antique collectors
● Deal seekers (40-80)
16

17. Campaign Objective
Campaign Objectives:
● Media Strategy:
○ Focus on social media advertising to increase awareness of the Fantastic
Findings Sale
● Message Strategy:
○ Emphasize the purpose of the sale is to raise money that will be donated to
RMSC’s educational programs.
● Execution Strategy:
○ Increase the attendance of Fantastic Findings with its target audience
17

18. Tactics
Media
● Social Media: Run Facebook event page & Instagram posts regularly leading up to the
event (linked to the Fantastic Findings website page on RMSC)
● Internet: Run ads on online newspapers (including the website URL in all ads), and the
RMSC website (connected to the social media pages)
● Local Radio
● Print
Messages
● Messages are designed for the target audiences to convince them that they should go to
the Fantastic Findings Sale to shop for items that are available at the sale.
Creative Concept
● The Upscale Sale (with an underlying “vintage” theme)
18

19. Action Plan
Digital
● Facebook & Instagram
○ Create Facebook & Instagram Page for the Women’s Council and Fantastic Findings
○ Create Facebook Event Page for Fantastic Findings
○ Pay to market towards the target demographic
● Museum Website
● Online Newspaper
Print
● Posters & Flyers
○ Posted in community hubs, college campuses, and the museum
○ Handed out at prior events and community gatherings
● Doorhangers
○ Hung on apartment doors or nearby neighborhoods
● Printed Newspapers
19

20. Additional Marketing Tactic
Suggestions
20

21. Suggestion 1: New Event Dates
The largest universities in the Rochester area are RIT and U of R, both of which have a
move-in/orientation week during August 18th-26th.
● With thousands of students moving into the area, there is a great opportunity to attract target
consumers to Fantastic Findings.
○ With students, comes parents and families, whom may also be potential customers as they
journey home.
● There is a small window of time in which a student searches for furniture to put into their new
apartment.
○ The current sale date in late September is a month after the largest potential customer
population has settled into their new dwellings.
Sun 8/19 Mon 8/20 Tues 8/21 Wed 8/22 Thurs 8/23 Fri 8/24 Sat 8/25
Day 1
Fantastic
Findings
Day 2
Fantastic
Findings
Day 3
Fantastic
Findings
August 2018
21

22. Suggestion 2: Co-Promotion with RIT & U of R
Both RIT and U of R have shuttles that run several routes
daily and have been scheduled for special trips to:
● The Strong Museum
● The Public Market
● Strasenburgh Planetarium
Both campuses also have College/Campus Activities
Boards (CAB), which plan fun events for students,
especially during Orientation Week.
● A partnership with either campus’ CAB could allow easy
transportation for students to get to Fantastic Findings, which
will increase attendance.
22

23. Transportation Information Promotion
Examples of other university-promoted event transportation
23

24. CREATIVE PLAN
24

25. Creative Concept
“The Upscale Sale...Anything You Want, Everything You Need”
● Our creative concept will be strictly focused around the status of product that can
be purchased from the sale.
● Most of the items sold at the sale are antique and vintage, so media messages
should play off of how “vintage” is very trendy, especially in the furniture industry.
● Our media will showcase this fact using pictures of potential Fantastic Findings sale
items, for both target consumers, to create buzz and get people excited.
Sub-slogan: “Love Your Forever Furniture”
● Play off the nostalgia of finding a diamond in the rough...a staple piece that you will
have for a long time.
25

26. Event Page Design
● Need a Call-to-Action (CTA)
○ Ex. Follow the event now
on Facebook and
Instagram for updates all
year!
● Need more enticing
information
○ Ex. “Prices range from $1
to $500!”
○ More pictures of products
○ Description of Products
26

27. Print Ad
27

28. Internet Display Ad
28

29. Landing Page Design
29

30. Website Homepage Design
30

31. Mobile Optimization
31

32. MEDIA PLAN
32

33. Media Plan Overview
● Find a new young and eager member who can run all types of social media by knowing
when to post, what to post and how to present the information
● This person would be someone who can “do-it-all” and contribute in many ways,
especially by bringing new ideas.
● This will also bring in more consumers because social media use has increased in all ages
and incomes.
● This graph below shows the
increased use of media which
directly correlates to getting
customers through the use of
media.
http://www.pewinternet.org/fact-sheet/social-media/
33

34. Instagram
● Create a page similar to this
● Simplistic design
● Post “sneak peeks” of items and
newly donated pieces
● Can be used for assessment
techniques (number of
followers, views, likes, website
traffic, etc)
34

35. Facebook
1. Create a page for Fantastic Findings and the Women’s Council
○ Fantastic Findings may gain a cult following if people are interested in going year after year, but
they may not want to follow all Women’s Council updates if the posts are not applicable to them
2. Create an event page for Fantastic Findings 2018
3. Clearly advertise the dates/times and payment options (cash, credit/debit)
4. Focus on similar posts as other FF social media accounts to follow a
synonymous message and brand identity
5. “Student & Senior Discount Saturday” with email requirement
○ This will build an email database for people who are specifically interested in this event and
other events hosted by the Women’s Council
Also can be used for assessment techniques (number of followers, views, likes,
website traffic, etc)
35

36. Democrat & Chronicle
● Add your event/business to
the online directory for free
exposure
● Also can be used for
assessment techniques
(number of followers, views,
likes, website traffic, etc)
● Featured in the Top 5-10
places to go this weekend
● Purchase ad space on their
newspaper website and prints
36

37. Local Radio & Tv
● Have a press release on both Radio and Tv about upcoming event
● Radio Station come onsite to do a promotion during the low times of the event
● Contact WHAM to do an announcement on the morning show and evening show
37

38. BUDGET & SCHEDULE
38

39. Schedule
TYPE MEDIUM POSITION SIZE/TYPE FREQUENCY SCHEDULE
INTERNET
Social Media
Postings
Facebook, Instagram Posts calling for
donations & info on
event
300+ impressions per
post
1-2 times a month
during off season/
1-2 times a week in the
upcoming months
Email
Newsletters
RMSC Member
Database
Posts calling for
donations & info on
event
500 impressions per
email
June - September
Radio Commercial On-Air 60 second ad 3,000 impressions/day August
Print Media
Newspaper
Ads
Democrat & Chronicle Image ad 154,000
impressions/day
August
Out of Home
ads
Colleges, community
centers, apartment
complexes
Flyers, posters,
doorhangers
2,000 impression/day August
39

40. Media Schedule
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Facebook Posts
Facebook Ads
Instagram Posts
Instagram Ads
Print Ads
Email
Newspaper Ads
Radio Ads
= light usage within
month
= heavy usage within
month
40

41. Radio - example of local radio station proposal
Suggested:
4 weeks (August)
Mon-Fri 6a-9a, 60 second ad
Net reach 61,000 41

42. Budget
*Contact Entercom Rochester for support and pricing for radio ads - free consultation
Media Type Cost Reach Total Cost
Social Media Accounts Free! 3,000 $0
Facebook Ads & Boosted Posts $15 per 3-day post 2,000-4,000 per post $100 for 3 weeks of ads
Instagram Ads $6.70 per 1,000
impressions
$0.80 per click
2,000 per post $250 for 2,000 impressions &
300 clicks
Flyers/Posters/Doorhangers $400 2,000 impressions/day $400
Newspaper Ads (Democrat &
Chronicle)
$50 per image ad/per day 154,000 impressions/day $1,250 for 25 days of ads
Radio* $250 3,000 impressions/day $250
Total Potential Impressions & Recommended Budget 168,000 $2,250
42

43. APPENDIX
43

44. Event Operation
At the Event!
● Have a representative at the door using
assessment techniques on a Google
Form
○ Showing crowd demographic,
timing, traffic, heavy hours, where
they heard about the sale, etc.
● Advertise credit, debit, or cash can be
used to pay for items
● Advertise “Student & Senior Discount
Saturday” with ID
At the Time of Sale!
● Rent out POS system and card reader
○ All electronic receipts
● Use Google Forms to create a receipt
that can be emailed to the customer
● “Would you like your receipt emailed to
you for tax purposes?”
● Student & Senior Discount Saturday
with ID
● Email required for discount, therefore
you have their email on file for future
years
44

45. Thank You!
Any questions, comments, concerns?
45