2. Executive Summary
Competitive Analysis
Direct
Indirect
Target Market
SWOT Analysis
Brand Position & Goals
Mediums & Vehicles
Radio
Online
Promotion
Table of Contents
Creative
Promotion
Radio Commercial
Facebook Ad
Twitter Page
Craigslist ad
Identity Refresh
Website Refresh
Media Schedule
Budget
Plan Analysis
References
03
04
06
07
07
08
09
14
15
16
18
19
20
3. As a business owner, how many times have you
looked at your business and asked,“What can
we do differently to make the public aware, get
customers in the store, create brand loyalty, and
generate more revenue?”
QLR Advertising wants to help answer those
questions for Silver Sweeper Co. According to
a sample Facebook survey, 68% of people in the
Springfield area are unaware of the Silver Sweeper
Co. brand. QLR Advertising felt this unawareness
was the biggest problem Silver Sweeper Co. needed
to overcome through an eight month “We’re Here
forYou” campaign.
QLR Advertising wants to establish Silver Sweeper
Co. as the company who is always there for all their
customer’s vacuum needs. With this campaign, Silver
Sweeper Co. is looking to target a younger audience
who are heavy social networkers and in constant
contact with the Internet.This is why it is beneficial
Executive Summary
for Silver Sweeper Co. to create brand awareness
online by using social media and a website refresh.
Along with being with the target audience online,
Silver Sweeper Co. will also be with them through
radio.This will help build a relationship between
Silver Sweeper Co. and the customer through brand
awareness online, personal contact on air, and caring
service in store. QLR Advertising wants to broaden
Silver Sweeper Co.’s customer base, create brand
awareness, and establish long term customer loyalty.
Silver Sweeper Co. is celebrating their upcoming
50th Anniversary and QLR Advertising would like
to emphasize these years of brand loyalty and
trustworthiness to a fresh audience by showing that
Silver Sweeper Co. is here for them and has been
for 50 years.
Silver Sweeper Co.We’re here for you.
3
4. 4
Competitive Analysis
direct
House of Vacuums Swot Analysis
Threats
– big department stores
– store locations in small regions
Strengths
– purchase Online option
– more information on website
– service and repair
– big brand names
– multiple locations
– family owned
Weaknesses
– only have vacuums
– store appearance
– no social media presence
Opportunities
– social media presence
– more specialized on website
– advertising to target market
Direct competitors include other local
vacuum stores providing service and repair
in the Springfield area. One major current
direct competitor for Silver Sweeper Co. is
House of Vacuums.
5. Threats
– only one store in Springfield
– similar big department stores
Indirect
Target Swot Analysis
Strengths
– large, nationwide corporation
– great brand awareness
– nationwide advertising reach
– greater variety of products
– cost effective
– larger budget
Weaknesses
– more expensive prices
– not local to the area
– have corporate laws
– high employee turnover rate
– unpersonalized service
Opportunities
– store growth in Springfield
– personal customer service
– global expansion
Indirect competitors include any organization
that offers similar vacuum services as Silver
Sweeper Co. This includes Walmart, Home
Depot, and Target here in Springfield.
5
6. 6
Behaviorgraphics
Psychographics
Demographics
Geodemographics
– do not have cable, use streaming services
– go to professional basketball games
– look for premium, luxurious brands to
affirm who they are
– read Seventeen magazine.
– heavy social networkers
– choose what they purchase with care
– content and happy with life
– have lower brand loyalty
– 25-35 year old young adults
– single or married without children
– renters
– may or may not own pets
– localized in the 65804 Springfield area code
– some college education
– employed in “White Collar” jobs
– average income of $27,483 per year
Meet Virginia Vacuum.
She is 27 years old and
has a long haired cat
named Tabitha. She has
just moved to Springfield,
MO for a Store Manager
position with Dollar
General with an annual
income of $35,000. She
is constantly using social
media to keep up with
her friends and family
back home. Her vacuum
cleaner got damaged
in the move and she is
looking for a place to
repair it to clean the
apartment she is renting.
Target Market
7. Silver Sweeper Co. is a family-owned vacuum store that provides a personal, reliable experience for a
discounted price. Based on this position the business goals for Silver Sweeper Co. include:
– a 3% increase in sales by 2018
– increased awareness online through social media directed specifically toward a younger target market
– increased business activity on Facebook. Page likes to 1500 or more by 2018
– increased business activity on Twitter. Followers to 500 or more by 2018
BRAND POSITION & GOALS
Swot Analysis
Threats
– house keeping services
– cheaper prices in bigger stores
Strengths
– customer loyalty
– specialized in vacuums
– diverse brand options
– cost advantage to customers
– support local
– local repair, no shipping costs
Weaknesses
– small budget
– limited product category
– confined to Springfield area
– no online presence
– no brand awareness
Opportunities
– create online presence
– create brand awareness
– social media presence
7
8. 8
Mediums & Vehicles
Radio Online
94.7 KTTS
KTTS is the best option for
reaching the target audience
through radio. KTTS reaches
over 81,500 people per week
who are between the ages of
25-54.They have consistently
held the highest market share
in radio in the area. During Fall
of 2012, KTTS held 17.8% of
the market while the closest
competitor held 5.7% of the
market. During Spring of 2013,
KTTS held 14.5% of the market,
while the closest competitor
held 8.3% of the market. During
Fall of 2013, KTTS held 14.5%
of the market, while the closest
competitor held 7.7% of the
market. During Spring of 2014
KTTS held 20.2% of the market
while the closest competitor
held only 6.8% of the market.
Facebook
Silver Sweeper Co. will create
a business page on Facebook.
This will establish a larger
media presence and help to
build a younger customer
base. In fact, 66% of 15-34 year
olds use Facebook regularly.
Silver Sweeper CO. will also
use Facebook for online
advertisements and to boost
specific posts.
Twitter
A Twitter page will be created
for Silver Sweeper Co. In fact,
60% of Twitter users have
purchased items from small
businesses as a result of their
Twitter account.
Craigslist
Create a free ad through
Craigslist to increase Silver
Sweeper Co.’s brand aware-
ness. Craigslist is the most
used online classified adver-
tising website in the U.S.This
will reach the target audience,
as 62% of 25-34 year olds use
online classified advertising.
Website Template
Creating a website can be diffi-
cult without proper HTML and
CSS knowledge. Using a partner
company such as SquareSpace
makes it easy and results in a
professional, high quality web-
site. SquareSpace offers many
different templates and a variety
of features for a very affordable
price. Pricing includes $8/month
Personal package, $16/month
Professional package, $24/
month Business package.
Gift Template.com
GiftTemplate.com is free and
easy-to-use for making your
own Gift Certificates.
Promotion
9. Creative Strategy
QLR Advertising feels that brand awareness
is the biggest problem for Silver Sweeper Co.
They can overcome this through the “We’re
Here forYou.” campaign. We want to establish
Silver Sweeper Co. as the company who is
always there for every customer’s vacuum
needs. QLR Advertising wants to build a
relationship between Silver Sweeper Co. and
the customer through brand awareness online,
personal contact on air, and caring service in
store.This will create a larger customer base,
create brand awareness, and establish long-
term customer loyalty.
Silver Sweeper Co. is celebrating their
upcoming 50th Anniversary and QLR
Advertising would like to emphasize these
years of brand loyalty and trustworthiness to a
fresh audience by showing that Silver Sweeper
Co. is here for them and has been for 50 years.
Silver Sweeper Co.We’re here for you.
Gift Certificates
85 free Gift Certificates will be given out
around the Holiday season.When the cus-
tomer buys a $50 Gift Certificate, they will
get a $10 Gift Certificate for free.
1108 S. Glenstone Ave.
Springfield, MO 65804
Gift Certificate
Amount:Recipient:
Date:
Authorization:Expiration Date:
$10.00
Promotion
9
10. 10
Radio Commercial Script
Les Mills voice (owner):
“Les Mills here from Silver Sweeper Co. wanting to
say thank you for 50 years of business. Here at Silver
Sweeper Co. we offer high quality vacuums starting at
$49.99! We even offer dependable, same day repair
service on all of your vacuum needs.We carry great
name brand products such as Dyson and Kirby. Check
us out on Facebook, come see us at 1108 S. Glenstone
Ave., or give us a call at 417-864-8625.Thank you for
50 years of loyalty and remember we’re here for you
and all your vacuum needs.”
Radio Commercial
Advertising on a local radio station
will help with top-of-mind awareness in
the younger target audience.A total of
five, 30-second radio commercials will
air every Friday from 3 p.m. to 7 p.m.
A total of four, 30-second radio com-
mercials will air every Saturday from
10 a.m. to 3 p.m. Back to back days will
give the frequency and reach needed for
Silver Sweeper Co. to get the business’s
name out there to the target audience
in light of budget constraints.This leads
to 9 commercials per week.Totaling
36 commercials per four-week period.
The commercials will change every four
weeks for each part of the campaign.
11. Facebook Ad
An Online presence is important for the
success of a business. Facebook is the per-
fect avenue to getting a business known to
their target market. Not only can a business
specifically target an age group to advertise
to on Facebook, but they can also select gen-
der and pages that their target market likes.
Silver Sweeper Co.’s page will be promoted
on Saturdays because people are most active
on Facebook during the weekends.Also, a
post will be promoted every day throughout
the week to go with the radio schedule. Each
post will include a picture and ask questions.
Posts that ask questions get 92% higher
comment rates as opposed to posts that do
not ask questions.Also, each post will be no
longer than 80 characters, as research has
shown that posts longer than 80 characters
receive 23% less interaction.
Spring cleaning is quickly approaching and we
can help you with all your vacuum needs! What
are some of your favorite Spring activities?
5 minutes ago
Silver Sweeper Co.
Like· Comment· Share
Facebook Post
Facebook ad
11
12. 12
Twitter Page
Create an online presence of Silver Sweeper
Co. through social media.The goal is to gain
500 followers by 2018. This will happen by
creating a Twitter page and implementing it
on the Silver Sweeper Co.’s Facebook page
and website. On Silver Sweeper Co.’s Twitter
page, there will be a link to the website,
directions available, phone number, and a
tagline representing the company.A Tweet
once a day for the eight month campaign is
necessary to become prominent on Twitter.
After the eight months, three Tweets a week
is ideal. Once Silver Sweeper Co. does this,
brand loyalty and personal customer con-
nections will be created online. Customers
can connect on a more personal level and
present feedback on how to improve prod-
ucts and services. Silver Sweeper Co. will be
talked about in future Tweets of customers
and people will become aware of the prod-
uct and services that are provided.
Our Christmas gift certificates would make a
great stocking stuffer for someone special!
#werehereforyou
Silver Sweeper Co.
@silversweeperco
We’re celebrating our 50th Anniversary
come by and see what deals we have to offer!
#werehereforyou
Silver Sweeper Co.
@silversweeperco
Spring cleaning is approaching and we can
help you with all your vacuum needs!
#werehereforyou
Silver Sweeper Co.
@silversweeperco
Tweet Examples
13. Craigslist Ad Example
Features:
– Multi Floor
– Strongest suction of any vacuum
– Self-adjusting cleaner head
– Reconfigured brush bar
Details:
– Upright vacuum engineered for tough tasks
– Able to clean both carpets and hard floors
– Bristles dig deeper to remove more dust
For more information contact Silver Sweeper Co. at
(417)-864-8625 or visit www.silversweeperco.com.
For each post on Craigslist, Silver Sweeper
Co. will implement the company’s website to
direct the customer to learn more about the
product and services offered. The location
and zip code will be shown for easy access
towards potential customers. Silver Sweeper
Co.’s products will be under the household
tab, as that is a broad search term for our tar-
get audience looking into the vacuum industry.
This is a free, unique advertising strategy to
let customers get to know the product before
it is bought. Marketing on Craigslist is most
beneficial for localized, small businesses.
Craigslist Ad
13
14. 14
Identity Refresh
Original Logo
New Logo
Stacked Logo
Reversed Logo
C 15
M 100
Y 90
K 10
C 15
M 100
Y 90
K 10
While we kept the color palette the same to please Silver Sweeper’s current loyal customers, we updated the
logo to appeal to a younger audience with a fresh typeface and a subtle hint at what Silver Sweeper offers.
15. Website Refresh
Original Website
Silver Sweeper Co.’s current website is only one
page containing minimal information.We want
to freshen it up and provide more information
for customers Online.The website will be
promoted and implemented on all aspects of
social media; such as, Facebook,Twitter, and
Craigslist.The website will be up 24/7, seven
days a week. It will consist of tabs including
Home, Products, Services, FAQs, and Contact
Us. Silver Sweeper Co.’s phone number, address
and store directions will be included in the
website refresh.This is a more detailed platform
to educate customers about Silver Sweeper
Co.’s products and services that are offered.
WE’RE HERE FORYOU.
HOME PRODUCTS SERVICES FAQS CONTACT US
We are a local, family-owned vacuum store located in Springfield, Missouri.
LEARN MORE
We want to help you with all of your vacuum needs.At Silver Sweeper Co. you will get high quality products and services
for a discounted price. Come in and see us today or call 417-864-8625!
15
16. 16
Media schedule
Months
Weeks 30 6 13 20 27 4 11 18 25 1 8 15 22 29 5 12 19 26 5 12 19
Adults 24-35 GRP's
RADIO
Broadcast Media Group
*94.7 KTTS
Weekday 3 p.m. - 7 p.m.
Weekend 10 a.m. - 3 p.m.
ONLINE
Social Media
*Facebook
Promote Page
Boost Post
*Twitter
Craigslist
Website
February
Fridays, 5 Ads Per Day.
Saturdays, 4 Ads Per Day.
MarchNovember
1x Per Week
7x Per Week
December January
November – October
17. 26 2 9 16 23 30 30 7 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20 27 3 10 17 24 1 8 15 22 29
May June July
er Day.
Per Day.
March April August September October
ek
ek
CPM
0.88
0.35
0.87
17
18. 18
Budget ONLINE Cost
Facebook
Promote Page
Per Day $5.00
Per Week $5.00
Per Four Weeks $20.00
OCT - MAY $160.00
Promote Post
Per Day $4.28
Per Week $29.96
Per Four Weeks $119.84
OCT-MAY $958.72
Website $288.00
Craigslist $0.00
Twitter $0.00
Total Online $1,406.72
PROMOTION
Gift Certificate Bonus $850.00
RADIO
KTTS 94.7
Week day 3 p.m.-7 p.m.
Per Ad $72.00
Per Day $360.00
Per Week $360.00
Per Four Weeks $1,440.00
Per Three Weeks $1,080.00
Weekend 10 a.m.-3 p.m.
Per Ad $28.50
Per Day $114.00
Per Week $114.00
Per Four Weeks $456.00
Per Three Weeks $342.00
Total Radio Cost Per Four Weeks $1,896.00
Total Radio Cost $14,694.00
Budget Available $17,000.00
Total Cost $16,950.72
Remaining $49.28
Budget 2016-2017
Silver Sweeper Co. is a small, family-owned
business with just one location in Springfield,
Missouri. As a result, the budget for advertising
is limited, however, a lot can be done with a
little.We have allocated the budget to give Silver
Sweeper Co. the best bang for their buck.
19. Plan Analysis
Sales Increase Facebook and Twitter Awareness
Radio Response
Increase sales by 3% by 2018. Having a more
Online presence Online will allow Silver
Sweeper Co. to market to the target audience
and create brand awareness and loyalty.The
increasing sales will be measured by comparing
income statements from previous months. Silver
Sweeper Co. will use weekly sales reports to
monitor the repeat customers throughout the
year.This will be done for one year to insure
that Silver Sweeper Co. meets the quota set to
increase sales by 3% in one year.
Fifteen hundred Facebook likes in one year. Five
hundred followers on Twitter in one year.This
will be measured by using Facebook Insights
data reports to show new fan information. For
example, how many people are engaging on the
page by likes, comments, tweets, and mentions?
How many new likes and followers the page
receives each week.All online activity will be
run by the head of customer service.
Radio success is a little harder to monitor than
the other vehicles because of its abstract nature.
However, Silver Sweeper Co. will track the radio
commercial success by monitoring the foot
traffic in the store and through any comments
on the social media sites.
Website Awareness
Silver Sweeper Co. will track the company web-
site by using the SquareSpace Website Analytics.
Once the website has been created you can see
how many people have looked at it, which pages
customers spend the most time on, where the
visitors are coming from, etc.
19
20. 20
References
Arbitron Public Ratings AQH Share
https://tlr.arbitron.com/tlr/public/ratingsDisplay.do?method=sortRatingTable&sortingColumn=RateSurvey3
Craigslist ad
http://www.smallbusinessbrief.com/forum/showthread.php?t=29437
Digital Marketing Ramblings.“By the Numbers:170 Amazing Facebook User & Demographic Statistics.”
http://expandedramblings.com/index.php/by-the-numbers-17-amazing-facebook-stats/
Hindman, Nate C.“Facebook Marketing Secrets: Buddy Media Report Shows The Best Times To Post.” The Huffington Post.
http://www.huffingtonpost.com/2012/09/28/facebook-marketing-secrets-best-t
Marketing Charts.“Half of ‘Net Users Surf Classifieds; Craigslist Most Popular.”
http://www.marketingcharts.com/Online/half-of-net-users-surf-classifieds-craigslist-most-popular-9233/
Mediamark Reporter
http://www.mriplus.com
Netsell,Alaina.“KTTS Advertising Information.” Message to the author. 24 Oct. 2014. E-mail.
Nielsen Spring 2014/Fall 2013
http://www.nielsen.com/us/en.html
Social Media in Numbers (March 2014). http://socialmediaslant.com/social-media-stats-march-2014/
Target Market
http://www.claritas.com/MyBestSegments/Default.jsp?ID=37&id1=2611099&id2=34
Target Market
http://www.marketing-execs.com/news/11-08/2.asp
