Adv492 qd final
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The Quality Dairy Ad Campaign document outlines a marketing plan for a small dairy company to increase annual store revenue to $3 million by 2013. The plan includes producing TV ads, improving their social media presence, and updating their website to spread awareness of their Michigan-made products. It allocates $750,000 to the campaign budget across TV commercials, a PR event, coupons, store improvements, and a new website. Key metrics like turnover, blog comments, and surveys will evaluate the plan's success starting in January 2013.
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Adv492 qd final
- 1. Quality Dairy Ad Campaign. By: Jessica Carter
- 2. Challenges & Goals. • Small company • Broad target audience in niche area • Annual store revenue: $1 - 2.5 million • Goal: $3 million by 2013 • Goal: Spread awareness of “Michigan-made products”
- 3. Current Advertising. • Minimal • Recent social media implementation • Website
- 4. Advertising Plan. • TV ads • Better social media • “Serving you Michigan-made products since 1936”
- 5. Plan cont’d. • Update website • Spread awareness of social media • Text “QD” to 37404
- 6. Plan cont’d. • PR event – May 2012
- 7. Plan cont’d. • Blog • Clean up stores
- 8. Metrics. • Jan. 1, 2013 • Turnover • Blog comments • Facebook visits • Survey
- 9. Budget. • $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. Timeline. • Campus areas : Aug – May • Residential areas • PR event : May 2012 • Store clean up: Late 2011 • TV : 2012 • Website & Blog