Adv492 qd

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Final presentation for NMDL on Quality Dairy Stores

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Adv492 qd

  1. 1. Quality  Dairy  Ad  Campaign   Jessica  Carter  
  2. 2. Challenges  &  Goals  •  Quality  Dairy  is  a  small  brand  of  (31)  convenience   stores  located  only  in  Mid-­‐Michigan   –  29  have  beer  and  wine,  15  have  liquor,  8  have  gas  staFons,   and  6  have  laundromats  •  They  specialize  in  selling  Michigan  made  products   –  UnFl  researching  this  brand,  I  did  not  know  this.  I’m   assuming  most  people  aren’t  aware  of  this,  which  is  why  it   will  be  the  basis  of  my  campaign.  •  Annual  revenue  is  $1  million  -­‐$2.5  million  per  store   –  The  goal  of  my  campaign  will  be  to  increase  store  sales  to   $3  million  by  2013  •  Reaching  the  goal  will  require  careful  execuFon  of   adverFsing  tacFcs,  since  the  brand  is  so  small  
  3. 3. Current  Adver9sing  •  The  primary  target  audience  is  college  students  (18-­‐24)  and   families.  •  Currently,  QD  does  the  majority  of  the  adverFsing  through   radio  and  outdoor  (billboards)  •  They  have  recently  employed  social  media  and  have   Facebook  and  TwiXer  accounts,  as  well  as  a  text  or  email   program  for  the  “Deal  of  the  Day”  •  QD  tweets  about  current  deals  and  specials  and  when  you   “Like”  their  Facebook  page,  you  can  keep  up  with  current   deals  and  coupons  •  The  Website  also  features  current  deals  and  specials,  store   locator,  links  to  all  social  media,  and  a  “deal  of  the  day”   calendar  
  4. 4. Adver9sing  Plan  •  I  will  create  a  campaign  that  centers  around  the  “Made   in  Michigan”  theme.  I  think  it  is  important  to  spread   awareness  that  the  majority  of  their  products  are   manufactured  in  Michigan.     –  They  make  all  of  their  own  dairy  products  and  baked  goods   in  a  37,000  sq.  foot  bakery  (Aunt  Em’s)  •  I  think  it  is  important  to  emphasize  that  QD  has  been   supporFng  Michigan’s  economy  since  1936.  •  I  will  implement  TV  commercials  that  will  air  locally  •  QD  is  already  in  the  top  spot  for  Google  searches,  so   SEO  won’t  be  necessary  
  5. 5. Adv.  Plan  cont’d  •  The  Website  could  use  an  update  to  look  more   modern,  but  the  content  they  currently  have  is   fine.  •  New  slogan:  “Quality  Dairy.  Selling  you  Michigan-­‐ made  products  since  1936”  •  The  social  media  they  have  is  good,  but  they   need  to  spread  awareness.  This  will  be   incorporated  into  the  TV  ads,  at  the  end  will  be   the  Facebook  and  TwiXer  logos,  and  text  that   says  “ Text  QDT  to  37404  for  daily  deals”  
  6. 6. Adv.  Plan  cont’d  •  Although  most  people  in  the  mid-­‐Michigan  area   already  know  what  QD  is,  a  liXle  PR  never  hurt  anyone.   –  We  will  host  an  outdoor  family-­‐oriented  fesFval  at   Oldsmobile  Park  featuring  free  samples  of  products,   coupons,  informaFon  pamplets,  t-­‐shirts,  hats,  key-­‐chains,   etc.  It  will  have  fun  outdoor  acFviFes  for  the  whole  family   (games,  contests)  •  This  event  will  be  announced  on  TV,  radio,  billboards,   Facebook,  TwiXer,  text  messages,  and  email  for  those   on  the  list.  •  The  main  focus  will  be  to  spread  awareness  about  the   quality  of  the  products  and  that  they  are  Michigan   made.  
  7. 7. Adv.  Plan  cont’d  •  In  addiFon,  we  will  create  a  blog  for  customers   and  employees  to  share  their  experiences  (good   and  bad)   – Blogging  is  an  excellent  resource  for  potenFal   customers  to  look  at,  and  for  the  company  to  know   what  they  are  doing  right  and  what    they  can  improve   upon.  •  It  would  also  be  wise  to  clean  up  the  stores,  some   of  them  are  looking  a  liXle  dated.  I  would   propose  new  floors  and  new  outdoor  signs.  
  8. 8. Metrics  of  Success  •  Since  there  is  an  exact  goal  of  $3  million  per  store  by   2013,  that  is  the  obvious  way  of  knowing  if  we  have   reached  our  goal  on  that  date.  •  Results  will  also  be  measured  in  amount  of  customers   visiFng  each  store  daily  (through  computerized   receipts)  and  through  the  comments  people  make  on   the  blog,  the  turnout  at  the  event  •  I  would  like  post  a  survey  on  Facebook  at  the  end  of   2012  to  see  if  people  have  noFced  a  difference  in  QD   ads,  if  they  have  seen  one  on  TV,  if  they  heard  about   the  event,  and  if  they  know  that  the  products  sold  are   Michigan-­‐made.  
  9. 9. Budget    •  The  total  budget  for  my  campaign  will  be   $750,000   – $400,000  for  TV  commercials   – $100,000  for  PR  event   – $100,000  in  new  coupons  and  discounts   – $50,000  for  areas  that  need  improvement   – $40,000  to  clean  up  stores/new  signs   – $10,000  for  new  website   – $50,000  for  unforeseen  costs  
  10. 10. Timeline  •  Since  a  small  porFon  of  the  target  audience  (at  specific   stores  located  near  MSU  campus)  is  college-­‐aged  students,   the  majority  of  the  adverFsing  in  those  areas  will  take  place   between  August-­‐May.  •  AdverFsing  will  sFll  take  place  in  June  and  July,  but   billboards  will  be  focused  in  more  residenFal  areas  vs.   campus  areas.  The  majority  of  stores  are  located  away  from   campus,  which  is  why  families  are  the  majority  of  the   audience.    •  The  outdoor  event  will  take  place  in  May  2012,  when  the   maximum  amount  of  people  can  aXend  •  Stores  will  be  cleaned  up  in  late  2011-­‐  early  2012,  TV   commercials  will  air  beginning  in  2012,  website  will  be   redesigned  and  blog  will  be  implemented  immediately  

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