CITY COFFEE MEDIA PLAN
SAVANNAH, GEORGIA
DETAILS
• Budget
• None; ideas and prices will be approved by Donald
• Problems
• Lack of awareness of existence due to re...
DEMOGRAPHIC TARGETS
• Local Savannahians
• Savannah Tourists
• SCAD students
MEDIA TARGETING ALL DEMOGRAPHICS
• Bus Advertisements
• http://www.advertiseonthebus.com/
• Need to send them more informa...
SAVANNAH BUS ADS
MEDIA TARGETING ALL DEMOS—
BUS ADVERTISING
• http://www.bluelinemedia.com/bus-advertising
• National organization
• Nonpro...
MEDIA TARGETING ALL DEMOS
• Online Presence
• No presence online on tourist/local information pages regarding Savannah
• v...
MEDIA TARGETING LOCALS AND SCAD
• Facebook
• Can target SCAD students specifically or any Savannahians
• Can pay per impre...
OPPORTUNITIES—
MARKETING TO SCAD STUDENTS
• SCAD students
• Another workplace other than home/dorm/academic
buildings
• Ou...
SCAD STUDENT MARKETING
• SCAD Radio
• Rates not known; must email for a quote
• 3 opportunities:
• Mentioned during broadc...
SCAD STUDENT MARKETING
• SCAD Newspaper
• Hits the SCAD market
• Unsure if a good investment due to potential limited
know...
Keep in mind,
this is cost per
thousand, so
total costs
would be, for
example:
$5.60 x
10=$56 per
month ($5.60
per thousan...
SCAD STUDENT MARKETING
• Use existing SCAD landmarks
• Put City Coffee stickers on Bus Stops
• SCAD Card
• City Coffee has...
RATIONALE AGAINST CERTAIN MEDIA
• Television
• Our budget would probably not allow for TV spots
• Impressions would be min...
City coffeemediaplan
City coffeemediaplan
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City coffeemediaplan

  1. 1. CITY COFFEE MEDIA PLAN SAVANNAH, GEORGIA
  2. 2. DETAILS • Budget • None; ideas and prices will be approved by Donald • Problems • Lack of awareness of existence due to recent opening • Grand opening was not effective • SCAD students (one of three main demographic targets) not able to experience grand opening
  3. 3. DEMOGRAPHIC TARGETS • Local Savannahians • Savannah Tourists • SCAD students
  4. 4. MEDIA TARGETING ALL DEMOGRAPHICS • Bus Advertisements • http://www.advertiseonthebus.com/ • Need to send them more information for a quote • Multiple sized ads
  5. 5. SAVANNAH BUS ADS
  6. 6. MEDIA TARGETING ALL DEMOS— BUS ADVERTISING • http://www.bluelinemedia.com/bus-advertising • National organization • Nonprofit discount
  7. 7. MEDIA TARGETING ALL DEMOS • Online Presence • No presence online on tourist/local information pages regarding Savannah • visitsavannah.com, savannah.com, etc. • Becoming a member of the Savannah Area Chamber will increase visibility of City Coffee and Ethos Hall: • Members, depending on their type of industry, have opportunities for publicity through an assortment of publications, including our Official Visitor Guide and Relocation Guide; a variety of websites such as Visit Savannah, Savannah I Do, Savannah Meetings, and Savannah Specials; as well as access to brochure racks at our Visitor’s Centers! Also, when contacted for referrals, we only recommend our Chamber members. • The base dues of $295 include the annual membership investment. There is an additional administrative fee of $25 for all new memberships. Membership is for 12 months. • Nonprofit events pay base only.
  8. 8. MEDIA TARGETING LOCALS AND SCAD • Facebook • Can target SCAD students specifically or any Savannahians • Can pay per impression (people who see ad and act upon it, such as liking a page) or per click (people who click on the ad and are redirected elsewhere) • Prices based on bidding system • Dependent on who else is targeting our specific demographic • Can set a maximum “bid”, or price for our ad that we are not wanting to go over
  9. 9. OPPORTUNITIES— MARKETING TO SCAD STUDENTS • SCAD students • Another workplace other than home/dorm/academic buildings • Outlet for their work • SCAD musicians • SCAD artwork on the monitors • SCAD Day: Art contest; other event promoting the workspace
  10. 10. SCAD STUDENT MARKETING • SCAD Radio • Rates not known; must email for a quote • 3 opportunities: • Mentioned during broadcast • Radio sponsors are featured on SCAD Radio website • SCAD Radio can have a live remote at City Coffee, stating the address and business name in its broadcast • Could potentially go remote during live music event • Would be good to promote local artists or even SCAD musicians
  11. 11. SCAD STUDENT MARKETING • SCAD Newspaper • Hits the SCAD market • Unsure if a good investment due to potential limited knowledge of newspaper’s existence by SCAD students • 1,638 likes on Facebook • Good way to get free advertising if events(like SCAD Day or live music) are covered by the newspaper
  12. 12. Keep in mind, this is cost per thousand, so total costs would be, for example: $5.60 x 10=$56 per month ($5.60 per thousand impressions)
  13. 13. SCAD STUDENT MARKETING • Use existing SCAD landmarks • Put City Coffee stickers on Bus Stops • SCAD Card • City Coffee has already applied to have SCAD Card usage as payment • It would be beneficial to add a discount to this if possible (indicate on application) • SCAD Orientation Fair • Website outlines a vendor fair at the Savannah Civic Center on September 13th. It would be ideal to be a part of this, however, a contact has not been found for information on entering the fair. • Perhaps call Student Services: 912.525.6980
  14. 14. RATIONALE AGAINST CERTAIN MEDIA • Television • Our budget would probably not allow for TV spots • Impressions would be minimal, as television ads have become clutter • Radio • The best way to utilize radio would be to record a spot and place it on a station that corresponds with the genre of live music that will be played. However, we usually do not know the dates/times/artists that will be featured, so unless a schedule is put in place, the radio spots for coffee may not target a specific demographic. • Special Events • Upon looking at the City of Savannah webpage, it seems as though we would not be able to host an event with a booth or the like in any park, as it is not a ticketed event.

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