Comprehensive media plan for expansion of Austin based Big Top Candy Shop into the Hillsborough Village area of Nashville by myself and 5 other classmates from UT. Includes research and analysis of local area including demographics, available media, and competition. Identified primary and secondary targets, and planned out 8 month campaign that established Big Top brand and met all impression, transaction, social media, and interaction objectives. Then effectively pitched this media plan to prospective client.

1. big top Candy shop
A MEDIA PLAN BY SOMA ADVERTISING
1

2. FEATURING
MEET
SOMA
1
MEDIA
VISION
15
CAMPAIGN
SCOPE
2
MEDIA
MENU
16-­‐18
EXECUTIVE
SUMMARY
3
MEDIA
BUDGET
19-­‐20
BRAND
PROFILE
4
BUDGET
BY
FLIGHT
21
GEOGRAPHY
5-­‐6
CONTINUOUS
FLIGHT
22
MAP
OF
COMPETITION
7
FLIGHT
ONE:
RUINING
THE
APPETITE
23
DIRECT
COMPETITION
8
FLIGHT
TWO:
SWEET
TEETH
24
INDIRECT
COMPETITION
9
FLIGHT
THREE:
A
SWEET
INTRODUCTION
25-­‐26
COMPETITIVE
ANALYSIS
10
FLIGHT
FOUR:
STOCKING
STUFFING
27-­‐28
PRIMARY
TARGET
11
MEDIA
FLOWCHART
28
SECONDARY
TARGET
12
GOING
FORWARD
29
SWOT
ANALYSIS
13
SO
WHAT?
30
SITUATIONAL
ANALYSIS
14

3. #whatsinyourbag
MEET SOMA
Gabe's
bag
is
Zilled
with
gummies
of
all
shapes.
He
can
be
heard
eating
them
at
all
hours
of
the
night,
and
the
SOMA
team
wonders
if
he
eats
anything
else
at
all.
GABRIEL
CHAMBERS
Sugar,
spice,
and
everything
nice.
Austin’s
bag
includes
Sour
Patch
Kids,
Sweet
Watermelon
Pieces,
and
Cherry
Heads,
which
combine
Zlavors
from
every
shade
of
the
candy
spectrum.
AUSTIN
PATTERSON
Ben's
bag
contains
chocolate
covered
nuts,
chocolate
covered
bananas,
and
yogurt
covered
pretzels.
This
gives
him
the
illusion
that
eating
the
entire
bag
in
one
sitting
is
not
entirely
unwholesome.
Don't
tell
him
this
isn't
the
case.
If
the
old
saying
“you
are
what
you
eat”
holds
true,
then
Lauren
must
be
a
Starburst
of
good
ideas
with
the
(gummy)
brains
to
back
them
up.
LAUREN
MCKAIG
Sour
yet
sweet.
Paul’s
bag
of
Sour
Gummi
Worms
and
Airhead
Xtream
Sour
Belts
are
reZlective
of
his
shocking
yet
sweet
personality.
PAUL
VILLARREAL
BEN
OLINS
Hard
to
break
through
then
a
little
sizzle
and
pop.
Alli’s
candy
bag
contains
Now
and
Laters,
Pop
Rocks,
Starbursts
and
Skittles.
Alli
deZinitely
doesn’t
have
a
case
of
sweet
teeth
anymore!
ALLI
YARBROUGH
1

4. Campaign scope
This
media
plan
creates
a
comprehensive
strategy
to
support
the
opening
of
a
new
Big
Top
Candy
Shop
in
Nashville,
Tennessee.
The
new
location
will
open
along
21st
Avenue
in
the
Hillsboro
Village
area
on
May
10,
2013.
This
plan
will
use
geographic
and
target
proGiles,
situation
analysis
and
competitive
proGiles
to
determine
the
most
effective
media
strategy.
The
marketing
goals
the
plan
will
accomplish
are:
•
To
create
a
good
understanding
of
the
local
Nashville
Big
Top
trade
area
•
To
achieve
an
average
of
1150
visitors
each
week,
with
an
average
transaction
rate
of
$8.50.
•
To
establish
a
loyal
customer
base
of
at
least
500
in
the
Girst
year-­‐
8
months
total.
The
advertising
goals
the
plan
will
accomplish
are:
•
To
achieve
a
30%
awareness
of
the
Big
Top
name
and
location
across
the
recommended
target(s)
in
the
determined
trade
area
and
surroundings.
•
To
establish
regular
bi-­‐monthly
interactions
with
the
loyal
customer
base.
•
To
successfully
support
two
local
promotions,
establishing
at
least
one
of
these
promotions
as
a
long-­‐term
tool
for
future
Big
Top
efforts.
2

5. Executive Summary
Moving
to
a
new
city,
especially
for
the
5irst
time,
can
be
a
detriment
for
a
small
organization.
However,
SOMA
Advertising’s
comprehensive
media
plan
for
Big
Top
Candy
Shop
will
ensure
that
the
expansion
from
the
popular
Austin
location
to
Nashville
will
be
both
seamless
and
lucrative.
A
reference
to
the
pleasure
inducing
medication
in
Aldous
Huxley’s
novel,
Brave
New
World,
SOMA
guarantees
that
Big
Top’s
5irst
eight
months
of
business
in
Nashville
will
set
the
course
for
a
5lourishing,
long-­‐term
operation.
After
conducting
signi5icant
primary
and
secondary
research,
SOMA
concluded
that
two
types
of
consumers
regularly
shop
at
mom
&
pop
candy
stores
like
Big
Top:
1)
People
who
are
looking
for
a
speci5ic
type
of
specialty
candy
and
2)
People
who
incidentally
pass
by
the
store
and
are
drawn
in
by
it’s
charm.
While
the
only
plausible
way
to
target
the
former
audience
is
through
Search
Engine
Marketing
and
Social
Media,
both
of
which
we
employ,
the
second
target
can
be
reached
through
a
myriad
of
vehicles.
Based
on
our
secondary
research
and
interactions
with
Big
Top
employees
and
customers,
SOMA
divided
the
latter
audience
into
two
distinct
targets:
wealthy
mothers
of
young
children
and
college
students
that
attend
either
Vanderbilt
or
Belmont
University.
We
catered
our
media
buys
and
schedule
around
reaching
these
two
groups
of
people.
A
budget
of
$75,000
will
be
allocated
through
a
pulsed
schedule
with
four
de5inite
media
5lights.
The
5irst
5light
employs
a
large
guerilla
focus
and
will
spark
buzz
around
the
store
before
it
opens.
A
second
5light
that
runs
from
the
night
of
the
grand
opening
through
mid
August
will
directly
speak
to
our
primary
target
of
af5luent
mothers
through
print
and
online
vehicles.
The
third
5light
begins
the
week
local
college
students
return
to
Nashville,
and
will
reach
our
secondary
target
through
online,
print,
and
mobile
sources,
as
well
as
various
grass
roots
and
in
person
tactics.
A
5inal,
fourth
5light
will
focus
on
the
candy
heavy,
holiday
season,
and
will
ask
Big
Top
to
become
a
community
sponsor
for
the
annual
Nashville
Christmas
Parade.
These
four
5lights
will
result
in
a
manifestation
of
the
Big
Top
name
amongst
two
distinct,
well-­‐de5ined
targets,
both
of
which
have
the
capacity
and
desire
to
shop
at
the
store
on
a
regular
basis.
The
act
of
candy
shopping
is
fun
and
customers
frequently
walk
out
with
more
than
they
intended
to
buy.
SOMA
took
the
same
approach
when
searching
for
relevant
consumers,
and
with
our
proposed
media
plan,
Big
Top
will
come
out
with
signi5icantly
more
than
they
bargained
for.
The
only
question
that
remains
is,
“How
much
can
you
5it
in
your
bag?”
3

6. BRAND PROFILE
Under
the
Big
Top
Walking
down
the
busy
street
of
South
Congress
in
Austin,
Big
Top
Candy
Shop
will
immediately
grab
your
attention.
The
crimson
and
gold
walls
adorned
with
circus
memorabilia
invite
you
inside
and
greet
you
with
a
warm
rush
of
nostalgia.
Big
Top
is
not
afraid
to
go
over-­‐the-­‐top
when
it
comes
to
providing
consumers
with
a
unique
shopping
experience.
With
the
old-­‐fashioned
soda
fountain,
the
enormous
bulk
candy
selection,
to
the
availability
of
hard-­‐to-­‐Zind
favorites,
Big
Top
has
it
all.
Based
off
of
the
success
of
the
Austin
location,
the
owners
have
decided
that
it
is
time
to
take
this
show
on
the
road
to
Nashville.
PRODUCT:
With
over
2,000
unique
Zlavors
and
types
of
candy
and
treats,
this
circus-­‐themed
shop
provides
the
opportunity
for
a
sweet
and
fun-­‐Zilled
family
outing.
The
old-­‐fashioned
soda
fountain
and
antique
popcorn
machine
offer
customers
an
experience
that
transcends
the
typical
drugstore
candy
run.
PLACE:
Big
Top
Candy
Shop
Zits
right
in
with
the
eclectic
landscape
of
South
Congress,
and
allows
customers
to
satisfy
their
sweet
tooth
while
doing
some
outdoor
shopping.
Big
Top
is
located
in
an
area
frequented
by
families
and
tourists
out
to
enjoy
the
beautiful
weather
and
local
hotspots
like
the
Food
Trailer
lot.
The
shop’s
circus-­‐themed
decor
fosters
feelings
of
nostalgia
and
offers
parents
a
chance
to
reminisce
on
their
childhood
with
their
children.
PRICE:
With
candies
ranging
in
both
rarity
and
size,
the
prices
of
candy
served
at
Big
Top
Candy
shop
ranges
from
$1.27
per
quarter
pound
to
$2.27.
Individually
wrapped
candy,
like
Turkish
Taffy
starts
at
$1.47,
and
the
different
Haribo
Candy
start
at
$1.97.
Big
Top
Candy
Shop
is
able
to
provide
customers
with
a
premium
service
for
a
premium
price.
The
company
never
settles
and
always
remains
passionate
about
sweets.
PROMOTION:
Through
the
use
of
Tumblr,
Facebook,
and
Twitter,
Big
Top
Candy
Shop
is
able
to
remain
relevant
among
both
its
loyal
customers
and
the
general
public.
With
very
positive
reviews
from
sites
like
Yelp
(4.5/5)
and
Facebook,
online
reviews
allow
for
positive
word-­‐of-­‐mouth
and
exposure
to
potential
customers.
Big
Top
is
also
consistently
reviewed
by
local
papers
like
the
Daily
Texan,
Austin
Chronicle,
and
Austin
Monthly
generate
additional
exposure.
Sources:
Product,
price-­‐
bigtopcandyshop.tumblr.com
4

7. geography
HILLSBORO-­‐WEST
END
(37203,
37205,
37212,
37215)
1.
Nearby
educational
institutions:
Vanderbilt
University,
Belmont
University
School
of
Music,
Saint
Bernard’s
Academy,
University
School
of
Nashville.
2.
Approximate
residents:
37,213
3.
Median
age:
36
years
4.
HH
with
children:
35.73%
5.
Bachelors
Degree
or
Higher:
74%
6.
Average
HH
income:
$121,463
7.
Average
home
price:
$402,000
8.
Lifestyle
Indices:
Total
HH
expenditures:
157
Entertainment:
158
Food:
158
9.
Hillsboro
Village:
popular
retail
and
entertainment
district
located
3
miles
southwest
of
downtown.
Home
to
vintage
clothing
shops,
a
used
bookstore,
art
galleries,
a
non-­‐proVit
theater
and
restaurants.With
a
walkability
index
of
94,
Hillsboro
Village
offers
area
residents
a
chance
to
stretch
their
legs
in
an
otherwise
pedestrian-­‐unfriendly
city.
Hillsboro
Village
livens
up
the
city
with
its
vibrant
night
life,
art
and
cultural
events,
shopping
opportunities
and
dining
options.
Sources:
bigfuture.collegeboard.org/college-­‐search,
city-­‐data.com/zips/(insert
zipcode).html,
trulia.com/real_estate/(insertzipcode)-­‐Nashville/,
hillsborovillageguru.com,
travelchannel.com/destinations/nashville/articles/nashville-­‐neighborhoods
5

8. Geography
TRAVIS
COUNTY
(AUSTIN,
TX)
DAVIDSON
COUNTY
(NASHVILLE,
TN)
•
Population:
820,611
•
Population:
609,
644
•
Female:
49.4%
Male:
50.6%
•
Female:
51.5%
Male:
48.5%
•
Est.
median
HH
income:
$51,596
•
Est.
median
HH
income:
$46,141
•Avg.
people
per
household:
2.37
•Avg.
people
per
household:
2.38
•
Avg.
people
per
sq.
mile:
2,653.8
•
Avg.
people
per
sq.
mile:
1,265.4
•
Percent
of
HH
with
children
under
the
age
of
18:
27.2%
•
Percent
of
HH
with
children
under
the
age
of
18:
27.9%
•
Claim
to
fame:
Live
music
capital
of
the
world!
•
Claim
to
fame:
County
music
capital
of
the
world!
Sources:quickfacts.census.gov/qfd/states/48/480500.html,
quickfacts.census.gov/qfd.states.47000.html
6

9. Map of Competition
DIRECT
COMPETITION
Sweet
CeCe’s
Provence
Café
Circle
K
Station
Vanderbilt
Campus
Market
INDIRECT
COMPETITION
Las
Paletas
Maggie
Moo’s
Gigi’s
Cupcakes
Colt’s
Chocolates
Source:
Google
Maps
7

10. direct COMPETITION
(32
Reviews)
cookie
and
fresh
fruit
topping
options.
•Marketing
scheme
revolves
around
providing
customers
with
a
“healthy”
snacking
experience
in
a
light,
friendly
atmosphere.
•‘Taste
of
Nashville’
partner
with
the
Vanderbilt
Commodore
Card.
1708
21st
Ave.
S
Nashville,
TN
37212
0.0
miles
away
(84
Reviews)
1705
21st
Ave.
S
Nashville,
TN
37212
0.0
miles
away
•Located
within
the
Hillsboro
Village
area
•Self-­‐serve
frozen
yogurt
shop
featuring
over
a
dozen
Zlavors
and
countless
candy,
•Located
within
the
Hillsboro
Village
area
•Bakery
and
café
that
specializes
in
French
Artisan
bread
•Goal
is
to
bring
the
taste
of
France
to
Nashville
•Selection
of
sweets
varies
from
large,
custom
cakes
to
individual
cookies
and
trufZles.
•‘Taste
of
Nashville’
partner
with
Vanderbilt
Commodore
Card.
•Markets
are
located
throughout
the
Vanderbilt
campus
•Sell
on-­‐the-­‐go
meals
and
snacks
like
chips,
cookies
and
candy
•Biggest
competitor
for
Vanderbilt
students
because
of
the
proximity
•Vanderbilt
students
can
use
their
VU
meal
plan
dollars
on
their
Commodore
Cards
to
pay
2001
Belmont
Blvd.
Nashville,
TN
37212
0.58
miles
away
•Convenience
store
located
between
Vanderbilt
and
Belmont
Universities
•Largest
selection
of
name
brand
candy
of
any
nearby
competitors
•Convenient
location
for
students
and
late
night
hours
allow
for
midnight
snacking
Sources:
yelp.com,
mapquest.com,
sweetceces.com,
provencebreads.com,
vanderbilt.edu/dining,
circlekgulfcoast.com
8

11. inDIrect Competition
(229
Reviews)
2905
12th
Ave
S
Nashville,
TN
37204
(1.5
miles
away)
(89
Reviews)
1816
Broadway
Nashville,
TN
32703
(1.3
miles
away)
(15
Reviews)
2817
West
End
Ave.
Nashville,
TN
37203
•Sell
Gourmet
Mexican
popsicles
(Paletas)
made
without
preservatives
or
syrupy
artiZicial
additives
•Offer
a
variety
of
different
toppings
•Highest
number
of
yelp
reviews
and
rating
among
the
competitors
•Competitive
pricing-­‐-­‐
each
paleta
costs
around
$2.50
•National
cupcake
chained
concentrated
in
the
eastern
US
•Sell
a
variety
of
different
cupcake
Zlavors
•Flavor
menu
changes
daily
prompting
customers
to
make
repeat
trips
to
Zind
their
favorites
•Custom
orders
available
upon
request
•National
‘Ice
Cream
&
Treatery”
shop
with
multiple
locations
in
Nashville
•Offer
a
variety
of
frozen
treats
like
frozen
yogurt
and
ice
cream
cakes/cupcakes
•Scooped
and
tossed
with
candy
toppings
on
a
frozen
marble
slab
(1.2
miles
away)
(3
Reviews)
609
Overton
St.
Nashville,
TN
37203
(2.2
miles
away)
•Local
chocolate
shop
that
sells
chocolate
dipped
animal
cracker,
gooey
butter
pies,
trufZles
and
Roy
Rogers’
Happy
Trails
Chocolate
•Client
list
reads
like
a
Who’s
Who
of
country
music
•Have
integrated
a
country
music
theme
into
their
store
and
their
products
have
become
collectable
novelty
gifts.
Sources:
yelp.com,
mapquest.com,
www.facebook.com/pages/las-­‐paletas-­‐gourmet-­‐popsicles/152523121429659,
gigiscupcakesusa.com,
maggiemoos.com,
coltschocolates.com
9

12. Competitive ANALYSIS
Big
Top
will
have
signi5icant
competition
in
its
new
neighborhood.
The
Hillsboro
Village
area
is
5illed
with
local
artisan
restaurants
and
eateries.
Within
a
block
of
Big
Top
is
Sweet
Cece’s,
a
yogurt
shop
with
a
healthful
position
in
the
local
market,
and
Provence,
a
specialty
bakery.
Both
of
these
establishments
are
partners
with
Vanderbilt
Dining
Service’s
“Taste
of
Nashville”
program
and
will
provide
direct
competition
for
Big
Top
in
terms
of
geographic
location,
pricing
and
target
market.
Campus
Dining
markets
and
Circle
K
convenience
stores
will
also
serve
as
direct
competitors
as
they
both
offer
an
abundant
stock
of
affordable
candy
and
are
located
nearby
and
on
the
Vanderbilt
campus.
Several
more
distant
locations
will
also
act
as
competition
for
the
new
Big
Top.
Colt’s
Chocolates
and
Las
Paletas
are
both
specialty
treat
shops,
the
former
obviously
basing
their
products
and
services
around
chocolate,
the
latter
a
traditional
Mexican
popsicle
shop
with
a
large
variety
of
5lavors
and
options.
Both
stores
have
favorable
reviews
on
Yelp
and
have
built
up
a
large
following
within
the
local
Nashville
community.
Gigi’s
Cupcakes
and
Maggie
Moo’s
Ice
Cream
Shops
are
both
national
chains
that
will
serve
as
competition
due
to
their
competitive
pricing
and
focus
on
offering
the
customer
the
ability
to
personalize
their
shopping
experience,
much
like
Big
Top.
In
order
to
remain
competitive
in
such
a
saturated
market,
Big
Top
needs
to
carve
a
niche
into
Hillsboro
and
surrounding
areas
through
through
the
implementation
of
sound
and
reasonable
media
placement.
10

13. primary target
WOMEN,
AGE
35-­‐45
WITH
CHILDREN
MEET
SUSAN
ANDERSON:
She
is
a
36-­‐year-­‐old
and
married
with
two
children.
Susan
attended
the
University
of
Tennessee
and
worked
as
an
accountant
at
the
Nissan
Corporate
headquarters
prior
to
starting
a
family.
Susan
now
stays
at
home
with
her
two
young
children
who
attend
Saint
Bernard’s
Academy
in
Hillsboro.
Susan’s
husband
works
in
pharmaceutical
sales.
Their
annual
household
income
is
around
$125,000.
Like
many
Generation
X’ers,
Susan
enjoys
being
busy
but
likes
to
stay
connected
with
friends
and
local
businesses
on
her
smartphone
and
tablet.
Susan
spends
her
free
time
volunteering
at
the
Nashville
Children’s
Hospital
and
bonding
with
her
family
outdoors.
According
to
Candy
USA’s
sweet
insights,
81%
of
chocolate
eating
occasions
involve
adults
and
according
to
a
recent
census
bureau
report,
chocolate
is
the
number
one
product
category
in
the
candy
market.
The
demographics
of
top
chocolate
consumers
are
70%
white,
53%
married
and
24%
with
household
incomes
of
$100,000
or
more.
A
Mintel
report
also
found
that
households
with
two
or
more
children
under
the
age
of
18,
have
a
much
higher
percentage
than
childless
households
of
indicating
the
purchase
of
candy
on
a
weekly
basis.
Not
only
does
Susan
Zit
perfectly
in
the
top
chocolate
consumer
market,
but
she
also
has
children,
which
will
also
likely
foster
repeat
trips
to
Big
Top.
11
Sources:
Mintel,
Candy
USA

14. secondary target
COLLEGE
STUDENTS,
AGED
18-­‐24
MEET
VIRGINIA
QUINN:
Meet
Virginia
Quinn.
She
is
a
20-­‐year-­‐old
sophomore
at
Vanderbilt
University.
She
is
from
Little
Rock,
Arkansas
and
lives
on
campus
with
one
other
roommate.
Since
undergraduate
students
are
not
allowed
to
have
vehicles
on
campus,
Virginia
and
her
friends
frequent
the
Hillsboro
Village
Shopping
Center
which
is
within
walking
distance
from
campus
(WI
94).
Big
Top
Candy
Shop’s
new
location
is
adjacent
to
both
Vanderbilt
and
Belmont
University
and
within
walking
distance
of
Music
Row.
Due
to
its
close
proximity
to
campus,
the
targeted
population
will
be
able
to
conveniently
walk
the
store.
Nearly
40%
of
people
in
Davidson
County
and
73%
of
those
living
within
our
deZined
territory
(37203,37205,
37212,
37215)
graduated
with
either
a
Bachelor’s
degree
or
higher.
With
a
large
number
of
alumnus
continuing
to
reside
in
the
area
after
graduation,
Big
Top
hopes
to
build
and
maintain
a
strong
relationship
with
these
customers
to
develop
a
long-­‐term
loyal
base.
Sources:
Mintel,
Zillow,
Trulia
12

15. •
While
64%
of
non-­‐chocolate
buyers
most
often
purchase
products
on
impulse,
a
full
100%
admit
to
buying
on
impulse
at
some
point.
•
Specialty
shops
build
on
a
sense
of
discovery
by
“offering”
guests
a
chance
to
experience
one-­‐of-­‐a-­‐kind
service
featuring
products
that
have
been
speciVically
tailored
to
their
wants
and
needs.
•
Consumers
are
not
averse
to
paying
higher
prices
at
specialty
stores
in
comparison
to
similar
items
at
supermarkets.
•
These
channels
are
especially
popular
among
young
consumers,
who
over
index
in
participations
in
the
category
and
with
men.
•
“Employees
are
top
notch
fantastic.”
•
“I
really
like
their
selection.
I
like
the
decor.”
•
“You
won’t
Zind
most
of
this
stuff
at
your
neighborhood
Walgreens
or
CVS.”
•“Kids
can
get
their
candy
and
their
parents
can
enjoy
the
artwork.”
•
“It
has
just
about
every
candy
I
have
heard
of
and
beyond.”
STRENGTHS
•
Only
one
if
Zive
candy
consumers
are
willing
to
make
a
special
trip
to
a
specialty
store.
•
Consumers
from
the
lowest
income
earning
households
are
more
likely
than
average
to
buy
store
brand
candy
over
name
brand.
•
“They
don’t
take
cash
under
$5.”
•.
“I
love
the
products
that
they
carry,
but
the
service
is
excusably
awful.”
•
“The
marked
price
was
about
50%
higher
than
what
I
had
experienced
recently
at
other
retailers
for
similar
product.”
•
“Very
few
people
come
to
the
store
before
noon-­‐
students
included.”
•
“Most
younger
customers
spend
around
or
just
over
Zive
dollars.”
WEAKNESSES
•
Specialty
stores
can
beneVit
by
focusing
on
premium
selection
and
holiday
promotions,
rather
than
price
cuts,
to
increase
sales.
•
Conveying
the
idea
that
consumers
should
treat
themselves
to
these
products
to
acknowledge
that
they’re
“worth
it”
should
be
prioritized
in
product
advertising.
•
Women
are
more
likely
than
men
to
turn
to
candy
when
they
are
stressed
or
when
they
are
looming
to
lift
their
mood.
•
Asian
and
black
respondents
are
more
likely
than
average
to
consume
most
types
of
non-­‐chocolate
confectionary.
•
More
than
two-­‐thirds
of
candy
buyers
look
for
speciVic
brands.
•“This
is
the
best
place
to
go
after
you
have
been
looking
at
all
the
places
your
parents
want
to
go.”
•
“I
can’t
wait
until
I
can
take
my
kids
there
again.”
•
“Many
people
come
in
for
desert
after
eating
dinner
and
to
pick
up
something
for
their
kids
back
home
with
the
babysitter.”
OPPORTUNITIES
THREATS
•
Supermarkets
represent
20.6%
of
category
sales
in
2012
or
$1.3
billion.
This
accounts
for
a
20%
gain
from
2007
totals.
•Specialty
stores
face
increasing
competition
from
mass
merchandisers
such
as
WalMart
and
Target,
and
drug
store
chains
with
their
expanding
grocery
options
and
robust
candy
selections.
•Supermarkets
offer
the
combination
of
convenience,
wide
product
selection
and
a
chance
for
cost
savings
that
cannot
be
attained
at
other
purchase
locations.
•
Drug
stores
represent
12.9%
of
category
sales
in
2012
or
$785
million
which
accounts
for
a
20%
gain
from
the
2007
total.
•Competition
in
the
Nashville
location:
Sweet
CeCe’s
Frozen
Yogurt,
pharmacies,
other
candy
shops,
etc.
•Store
opens
during
the
summer
break
for
nearby
universities.
Sources:
Mintel,
yelp.com.
facebook.com/bigtopcandyshop?fref=ts,
interviews
13

16. situational analysis
Big
Top
Candy
Shop
is
a
generally
well-­‐reviewed
confectionary
store
in
Austin,
Texas.
Customers
tend
to
favor
the
shop’s
quirky
decor,
large
variety
of
products
and
friendly
(although
inconsistent)
service
over
other
sweets
retailers
like
pharmacies,
gas
stations
and
grocery
stores.
On
a
national
scale,
however,
these
three
locations
are
all
gaining
ground
on
confectionary-­‐speci5ic
stores
due
to
their
convenience
and
favorable
pricing.
Big
Top
draws
much
of
its
criticism
from
marked
up
prices.
This
being
said,
there
are
two
well
de5ined
groups
of
customers
that
visit
Big
Top
on
a
regular
basis:
those
looking
for
a
speci5ic
type
of
candy
not
commonly
available
in
a
convenience
store,
and
those
walking
by
the
store
who
are
drawn
in
by
its
charm.
Regarding
the
opening
of
the
Nashville
location,
in
order
to
combat
increasing
competition
from
non-­‐specialty
confectionary
stores
and
the
number
of
other
sweet-­‐product
offering
shops
in
the
new
neighborhood,
Big
Top
needs
to
exploit
the
high
walk-­‐ability
of
its
location
to
maximize
foot
traf5ic
from
the
latter
type
of
customer.
Those
looking
for
a
speci5ic
type
of
candy
are
too
inde5inable
of
a
group
to
target
effectively.
The
store
should
consider
targeting
women
speci5ically
because
they
are,
“more
likely
than
men
to
turn
to
candy
when
they
are
stressed
or
when
they
are
looking
to
lift
their
mood.”
(Mintel,
2012)
14

17. Media VISION
Who
is
Big
Top
trying
to
reach?
Those
who
stroll
and
those
with
strollers.
We
want
to
target:
People
who
hire
babysitters.
People
who
like
to
take
a
walk
after
dinner.
People
who
like
wear
their
school’s
colors.
A
People
who
like
to
Instagram
their
food.
People
with
twenty
minutes
to
kill.
15

18. Media Menu
OOH
SPECS
RATE
#
OF
PANELS
COST
PER
4
WEEK
FLIGHT
($)
3,200
PEOPLE
18+
DEMOGRAPHIC
PERMANENT
BULLETIN
POSTER
ROTARY
BULLETIN
DIGITAL
BULLETIN
BUS
1
5
12
18
#
OF
PANELS
20
40
60
#
OF
PANELS
1
5
12
18
SPOTS/DAY
1,332
SIZE
FULL
BUS
WRAP
FULL
SIDE
WRAP
16,000
38,400
57,600
COST
PER
4
WEEK
FLIGHT
($)
16,000
30,920
43,260
COST
PER
4
WEEK
FLIGHT
($)
3,200
16,000
38,400
57,600
COST
PER
4
WEEK
FLIGHT
($)
7,840
COST
PER
4
WEEK
FLIGHT
($)
2,400
1,900
AVG
EOI/PANEL
CPM
($)
277,127
277,127
277,127
277,127
AVG
EOI/PANEL
36,424
36,424
36,424
AVG
EOI/PANEL
295,842
295,842
295,842
295,842
4
WEEK
REACH
23
PROD.
PRICE
9,800
5,900
2.45
2.45
2.45
2.45
CPM
($)
2.04
1.97
1.84
CPM
($)
2.45
2.45
2.45
2.45
PERSON
RATE
($)/HOUR
SOCIAL
MEDIA
INTERN
9
GUITARIST/MUSICIAN
9
CAMPUS
REPRESENTATIVE
9
ROGER
THE
MAGICIAN
50
RADIO
18+
DEMOGRAPHIC
CPP
($)
AM
(6-­‐10)
PROMOTION
DAYPART
124
DAY
(10-­‐3)
111
EVENT
TYPE
COST
($)
WELCOME
TO
VANDY
SINGLE
BOOTH
275
MAJOR
SPONSOR
10,000
PM
(3-­‐7)
129
COMMUNITY
SPONSOR
5,000
EVENING
(7-­‐12)
62
FRIENDS
OF
SANTA
2,500
NASHVILLE
CHRISTMAS
PARADE
16

19. Media Menu
TV
25-­‐54
Demographic
DAYPART
EARLY
MORNING
TYPE
SIZE
375
PRIME
ACCESS
FREE
WITH
WELCOME
TO
NASHVILLE
PACKAGE
357
EARLY
NEWS
COST
310
EARLY
FRINGE
LOCATION
250
DAYTIME
MOBILE
CPP
($)
379
PRIME
602
INSIDEVANDY.COM
APP
BANNER
NASHVILLE
LIFESTYLES
DIGITAL
BANNER
211
X
239 750/MONTH
LATE
NEWS
435
ISLAND
300
X
250 500/MONTH
LATE
FRINGE
281
PRINT
MAGAZINE
CIRCULATION
#
OF
TIMES
1
PG.
RATE
($)
1/2
PG.
RATE
($)
EXTRA
NASHVILLE
PARENT
36,311
86,000
NASHVILLE
SCENE
43,671
THE
TENNESSEE
547,977
VANDERBILT
HOUSING
GUIDE
8,000
2,120
1,275
3,340
2,325
2,805
2,528
16,195
14,576
1,900
2,060
1,160
3,075
2,175
1,767
1,560
1,689
9,555
1,100
+COLOR=
450
NASHVILLE
LIFESTYLES
1
3
1
4
1
6
1
3
1
THE
BELMONT
VISION
8,000
1
500
297
4
445
259
NEWSPAPER
COL.
INCH
RATE
($)
13X
345.39
253.36
SAT:
110,092
345.39
361.92
SUN:
179,897
THE
VANDERBILT
HUSTLER
COL.
INCH
RATE
($)
1X
MON-­‐FRI:
104,109
THE
TENNESSEAN
CIRCULATION
409.55
REG
ISSUE:
8,000
12.5
SPEC.
ISSUE:
10,000
15.5
+COLOR=890
17

20. Media Menu
GUERILLA/MISCELLANEOUS
TYPE
SEARCH
TERMS
CPC
($)
Est.
#
of
Monthly
Searches
PRICE
($)
CUSTOM
M&M
PACKET
SEARCH
ENGINE
MARKETING
AMOUNT
500
895
1000
210
5000
862
30X90
SQ.
FT.
TENT
1
1200
DUNKING
BOOTH
1
200
MOON
BOUNCE
1
225
Est.
Monthly
Cost
($)
“candy
nashville”
0.71
1,900
26.98
“chocolate
nashville”
“nashville
candy
store”
“nashville
sweets”
“ice
cream
nashville”
“desert
nashville”
“hillsboro
deserts”
“vanderbilt
restaurants”
1.39
0.66
1.35
1.44
3.17
1.42
1.37
1,000
320
720
1,300
720
8,100
1,900
27.8
4.22
19.44
37.44
45.64
230
52.06
CUSTOM
STICKERS
ONLINE
SITE
SIZE
(PIXELS)
LOCATION
(NAME)
UNIQUE
VISITORS
RATE
($)
INSIDEVANDY.COM
728X90
160X600
211X239
300X250
160X600
211X239
HEADER/FOOTER
VERTICAL
SIDE
SITE
SPONSOR
HEADER
VERTICAL
SIDE
ISLAND
VERTICAL
SIDE
SKYSCRAPER
EMAIL
NEWSLETTER
45,000
45,000
105,000
105,000
105,000
105,000
400/MONTH
400/MONTH
1750/MONTH
750/MONTH
750/MONTH
2500/MONTH
VARIES
728X90
300X250
300X250
160X600
728X90
BANNER
AND
VERTICAL
PACKAGE
LEADERBOARD
SCOREBOARD
VERTICAL
SIDE
SKYSCRAPER
LEADERBOARD
36,311
40,000
40,000
1550/MONTH
5500/MONTH
5500/MONTH
7/CPM
8/CPM
8/CPM
NASHVILLELIFESTYLES.COM
NASHVILLEPARENT.COM
THE
CITY
PAPER
PANDORA
SPOTIFY
SOCIAL
FACEBOOK
TYPE
COST
($)/CPM
SPECS
AUDIENCE
SIZE
VERTICAL
BANNER
0.16
PARENTS
WHO
LIVE
IN
NASHVILLE
AND
LIKE:
COOKING,
VANDERBILT,
HILLSBORO
VILLAGE 69,420
VERTICAL
BANNER
0.08
MALES
AND
FEMALES
AGES
18-­‐24
WHO
LIVE
IN
NASHVILLE
AND
LIKE
VANDERBILT
UNIVERSITY
17,940
18

21. media BUDGET
PRINT
%
OF
BUDGET
1725/FULL
PAGE
COLOR
6.000
217,866
6.278%
$10,350
13.800%
500/SEMESTER
1.000
8,000
0.231%
$500.00
0.667%
1575/FULL
PAGE
COLOR
AD
3.000
24,000
0.692%
$4,725.00
6.300%
NASHVILLE
SCENE
1767/HALF
PAGE
COLOR
AD
3.000
131,013
3.776%
$5,301.00
7.068%
NASHVILLE
LIFESTYLES
3340/SPECIAL
ISSUE
FULL
PAGE
1.000
AD
86,000
2.478%
$3,340.00
4.453%
VEHICLE
COST
($)
FREQUENCY PURCHASED
GIs %GIs
TOTAL COST
%BUDGET
INSIDEVANDY.COM
FREE
WITH
HUSTLER
FULL
PAGE
AD
1.000
45,000
1.297%
$0.00
0.000%
NASHVILLE
LIFESTYLES
500/MONTH
1.000
105,000
3.026%
$500.00
0.667%
VEHICLE
COST
($)
FREQUENCY PURCHASED
GIs %GIs
TOTAL
COST
%BUDGET
1
PANEL
BULLETIN
BOARD
3200/MONTH
6.4200
$20,552.00
27.403%
VEHICLE
COST
($)
TOTAL
COST
%BUDGET
WELCOME
TO
VANDY
EVENT
275.00
1.000
8,000
0.231%
$275.00
0.367%
NASHVILLE
CHRISTMAS
PARADE
SEM
TOTAL
COST
VANDERBILT
HUSTLER
PROMO
FREQUENCY PURCHASED
GIs %GIs
BELMONT
VISION
OOH
COST
($)
NASHVILLE
PARENT
MAGAZINE
MOBILE
VEHICLE
5000/EVENT
1.000
100,000
2.882%
$5,000.00
6.667%
COST
($)
FREQUENCY PURCHASED
GIs %GIS
TOTAL
COST
%BUDGET
443.58/MONTH
8.000
$3,548.64
4.732%
1,779,155
127,680
51.273%
3.677%
19

22. media BUDGET
GUERILLA
TOTAL
COST
%
OF
BUDGET
0.028%
$1,790.00
2.387%
210/1000
2.000
2000
0.057%
$420.00
0.560%
30
X
90
SQ.
FOOT
TENT
200/HOUR
3.000
$600.00
0.800%
DUNKING
BOOTH
66/HOUR
3.000
$200.00
0.267%
MOON
BOUNCE
75/HOUR
3.000
$225.00
0.300%
FREE
PRODUCT
200
1.000
$200.00
0.267%
TYPE
COST
($)
% OF BUDGET
9/HOUR
FREQUENC
Y
195.000
TOTAL COST
MUSICIAN
$1,755.00
2.340%
SOCIAL
MEDIA
INTERN
9/HOUR
160.000
$1,440.00
1.920%
CAMPUS
REPRESENTATIVE
9/HOUR
50.000
$450.00
0.600%
ROGER
THE
MAGICIAN
SOCIAL
PURCHASED
GIs
1000
%GIs
1.79/PACKET
FREQUENC
Y
1000.000
CUSTOM
STICKERS
ONLINE
COST
($)
CUSTOM
M&MS
PEOPLE
VEHICLE
50/HOUR
3.000
$150.00
0.200%
VEHICLE
NASHVILLELIFESTYLES.CO
M
INSIDEVANDY.COM
PANDORA
SPOTIFY
VEHICLE
FACEBOOK
COST
($)
1750/MONTH
400/MONTH
7/CPM
8/CPM
COST
($)
$.24/CPM
FREQUENC
Y
3.500
2.500
TOTAL
COST
$6,125.00
$1,000.00
$2,000.00
$1,000.00
TOTAL
COST
$700.00
%
OF
BUDGET
8.1667%
1.333%
2.667%
1.333%
%
OF
BUDGET
0.933%
FREQUENC
Y
PURCHASED
GIs
367,500
112,500
142,857
125,000
PURCHASED
GIs
87,360
%GIs
10.590%
3.242%
4.117%
3.602%
%GIs
2.518%
MEDIA
TOTAL
GIs
TOTAL
%
OF
GIs
TOTAL
COST
%
OF
OVERALL
COST
PRINT
466,879
13.455%
$24,216.00
32.288%
MOBILE
150,000
4.323%
$500.00
0.667%
OOH
1,779,155
51.273%
$20,522.00
27.403%
PROMO
108,000
3.113%
$5,275.00
7.034%
SEM
127,680
3.667%
$3,548.64
4.732%
GUERILLA
3,000
0.085%
$2,210.00
2.947%
ONLINE
747,857
21.551%
$10,125
13.4997%
20

23. BUDGET BY FLIGHT
FLIGHT
TOTAL
COST
MEDIUM
COST
SEM
TOTAL
$11,520.00
ONLINE
$6,125.00
$2,002.00
$275.00
$8,000.00
PRINT
$10,526.00
ONLINE
$3,000
$450.00
$1,000.00
$5,000
PRINT
$5,175
MOBILE
CONTINGENCY
OOH
FLIGHT'IV'
19%'
$5,175.00
PROMOTION
$13,515.00
$1032.25
MOBILE
FLIGHT
FOUR
OOH
PEOPLE
$23,251
$2210.00
OOH
FLIGHT
THREE
GUERILLA
FLIGHT'I'
5%'
$700.00
PROMOTION
$24,822.00
$3,168.00
GUERILLA
FLIGHT
TWO
$3242.25
PEOPLE
PRINT
FLIGHT ONE
$7,416.64
CONTINUOUS'
10%'
PERCENTAGE
$3,548.64
SOCIAL
CONTINUOUS
SPENDING
BY
FLIGHT
$3340.00
$2,753.11
9.888%
4.323%
FLIGHT'II'
34%'
FLIGHT'III'
32%'
33.096%
TOTAL
BUDGET:
MEASURABLE
MEDIA
UNMEASURABLE:
10%
31.001%
18.02%
MEASURABLE:
90%
3.6%
$75,000
100%
21

24. CONTINUOUS FLIGHT
CONTINUOUS
FLIGHT:
MEDIA
MIX
9.44%
SEM
47.8%
42.7%
$3,548.64
PEOPLE $3,168.00
SOCIAL
$700.00
TOTAL
CONTINUOUS
MIX:
$7,416.64
Social
Media
Intern:
As
part
of
our
continuous
media
Vlight,
a
social
media
intern
will
be
employed
from
the
Virst
day
of
the
campaign
to
the
last
in
order
to
stay
relevant
in
the
competitive
online
sphere.
The
social
media
intern
will
work
5
hours
a
week
updating
our
Facebook
page,
Instagram,
Twitter
account,
etc.
Local
stores
are
frequently
plagued
by
indelicately
cultivated
online
personas.
Our
social
media
intern
will
ensure
this
is
not
the
case.
Social
Media
Strategy:
#whatsinyourbag
Facebook:
Content
is
centered
around
major
campaigns,
posting
pictures
from
events,
announcing
new
promotions
and
providing
a
forum
for
Big
Top
shoppers
to
discuss
their
experience.
Instagram:
Efforts
will
be
tracked
by
#whatsinyourbag.
Customers
who
use
this
hashtag
and
post
a
picture
of
their
bag
from
Big
Top
will
automatically
be
entered
into
the
“Sweet
Tooth
of
the
Month”
contest.
The
winner
will
receive
a
$20
store
gift
card
through
a
free,
third
party
application.
Twitter:
The
Nashville
location
will
have
its
own
account,
and
will
be
used
as
a
means
of
reaching
customers
and
monitoring
feedback.
Twitter
offers
the
unique
opportunity
to
respond
quickly
and
directly
to
customer’s
inquiries,
questions
and
general
comments
about
the
service,
products
or
experience
of
Big
Top.
Hashtags
can
be
used
to
track
reach
and
awareness
of
the
campaigns.
YouTube:
Feature
short
videos
of
events
held
at
the
store
provide
an
additional
branded
entertainment
medium
for
local
customers.
Search
Engine
Marketing
(SEM)
is
a
tool
that
Big
Top
will
use
to
keep
in
contact
with
the
target
market
throughout
the
duration
of
the
campaign.
SEM
allows
Big
Top
to
secure
placement
near
the
top
of
Google
searches
for
related
search
terms
like
“Nashville
candy
stores”
and
“Deserts
Hillsboro.”
With
more
than
62%
of
internet
users
clicking
on
links
on
the
Virst
page
of
results
returned
by
Google,
it
is
clear
that
being
near
the
top
makes
a
signiVicant
difference
when
it
comes
to
reaching
consumers.
With
this
idea
in
mind,
we
intend
to
buy
all
search
terms
listed
on
the
media
menu.
Search
Engine
Optimization
(SEO):
Big
Top’s
website
and
social
media
posts
will
be
loaded
with
rich
keywords
that
will
promote
a
better
Google
PageRank.
SEO
will
help
ensure
that
when
customers
are
searching
relevant
terms
like
candy
and
desert,
Big
Top
will
be
near
the
top
of
the
list
of
results.
Organic
searches
for
a
brand
or
product
are
key
indicators
of
the
success
of
an
advertising
campaign
Guitarist:
Big
Top
will
tie
in
Nashville’s
musical
culture
into
its
promotional
events
by
hosting
regular
in-­‐store
musical
performances-­‐
“Under
the
Big
Top”
.
The
guitarist
will
play
Thursday
nights
during
the
Hillsboro
Art
Walk
and
on
weekends
during
peak
after-­‐dinner
desert
hours.
Student
musicians
will
be
encouraged
to
participate
to
gain
exposure
and
build
awareness
for
the
store
at
nearby
universities.
22

25. flight one
MISSION:
RUIN
THE
APPETITE
Our
5irst
5light
begins
on
May
1,
ten
days
prior
to
Big
Top’s
FLIGHT
ONE:
MEDIA
MIX
GUERILLA
$2,210.00
OOH
32%
$1,032.25
68%
TOTAL
FLIGHT
ONE:
$3242.25
grand
opening.
The
goal
is
to
spark
curiosity
among
Nashville
residents
and
draw
attention
to
Big
Top’s
initial
social
media
campaign.
A
heavy
guerilla
marketing
effort
based
around
distributing
packets
of
custom
M&Ms
throughout
the
Hillsboro
Village
area
will
set
the
plan
in
motion.
The
M&M’s
will
have
phrases
including,
but
not
limited
to,
“Big
Top,”
“Bulk
Candy,”
“Circus,”
and
“Local.”
The
Vanderbilt
campus,
as
well
as
surrounding
neighborhoods
will
be
blanketed
in
customized
Big
Top
stickers
with
the
saying,
“What’s
in
your
bag?”
A
billboard
in
the
Hillsboro
Village
area
will
direct
those
walking
and
driving
by
to
the
Big
Top
Facebook
page
where
they
can
take
part
in
the
#whatsinyourbag
social
media
campaign.
The
mission
of
this
5light
is
to
create
an
intense
curiosity
among
local
citizens,
and
by
carefully
implementing
these
communications
tools,
the
arrival
of
Big
Top
will
be
no
surprise.
Residents
of
Nashville
will
be
dying
to
ruin
their
appetite.
Out
of
Home:
A
1-­‐panel
billboard
will
be
placed
at
a
nearby
high-­‐trafVic
intersection
(21st
Ave.
South
and
Edgehill
Ave).
The
target
will
be
visible
to
both
our
primary
and
secondary
targets
as
they
make
their
way
around
town
and
to-­‐and-­‐from
campus.
The
billboard
will
be
contracted
starting
at
the
beginning
of
the
Virst
Vlight
on
May
1,
through
the
end
of
the
third
Vlight
in
late
October.
The
circus-­‐themed
billboard
will
introduce
area
visitors
to
the
Big
Top
brand
and
the
#whatsinyourbag
social
media
campaign.
Guerilla:
In
order
to
build
relevant
buzz
among
the
local
community,
customized
packets
of
M&Ms
and
stickers
will
be
spread
throughout
the
area
that
includes
both
the
Belmont
and
Vanderbilt
University
campuses.
Stickers
will
invite
viewers
to
“like”
Big
Top
on
Facebook
in
order
to
prepare
to
take
part
in
the
#whatsinyourbag
social
media
contest.
The
M&M’s
will
have
a
number
of
Big
Top
related
words
and
phrases
printed
on
them
in
order
to
spark
conversations
about
the
upcoming
grand
opening
among
local
residents.
BIG
TOP
BIG
TOP
BIG
TOP
BIG
TOP
BIG
TOP
BIG
TOP
BIG
TOP
Sources:
OOH-­‐
Lamar
Outdoots,
Custom
M&Ms-­‐
mymms.com,
Stickers-­‐
zazzle.com
23

26. flight TWO
MISSION:
SWEET
TEETH
FLIGHT
TWO:
MEDIA
MIX
8.065%
24.67%
$5,175.00
$11,520.00
$6,125.00
PROMO
20.85%
PRINT
OOH
ONLINE
$2,002.00
46.41%
TOTAL
FLIGHT
TWO:
$24,822.00
OOH:
SOMA
plans
to
use
a
one-­‐panel
bulletin
board
throughout
several
Vlights
of
the
campaign
because
research
indicates
that
OHH
advertising
brings
in
a
higher
ROI
than
both
TV
and
Print
media.
Grand
Opening
Event:
The
grand
opening
of
Big
Top’s
new
location
will
be
marked
with
a
pop-­‐up
carnival.
A
30x90
square
foot
big
top
tent
will
be
set
up
in
an
adjacent
park
and
will
house
a
number
of
attractions
including
a
moon
bounce,
candy
giveaways
and
a
performance
by
local
legend-­‐
Roger
the
Magician.
The
fun
carnival
event
will
not
only
increase
awareness
among
our
target
audience
(and
their
children)
but
will
engage
the
consumer
in
a
way
traditional
advertising
cannot.
The
success
of
the
grand
opening
will
create
local
buzz
and
begin
establishing
a
loyal
customer
base
right
out
of
the
gate.
Sources:
Print-­‐SRDS,
Online-­‐NashvilleLifestyles.com
Media
Kit,
OOH-­‐Lamar
Outdoor,
Tent-­‐
Grand
Central
Party
Rental,
Magic
by
Roger-­‐
Gigsalad.com,
Flight
Two
begins
on
May
10,
Big
Top’s
opening
date,
and
will
continue
steadily
through
the
middle
of
the
summer.
The
5light
will
begin
with
a
grand
opening
carnival
event
in
an
adjacent
park,
initiating
an
undoubtedly
strong
relationship
with
the
Nashville
community.
Flight
Two’s
focus
will
be
on
attracting
the
business
of
our
primary
target,
af5luent
mothers
of
young
children.
In
order
to
do
this
several
full-­‐page
advertisements
will
be
taken
out
in
the
Nashville
Parent
Magazine,
a
popular
media
source
amongst
our
local
target.
Big
Top
will
also
become
the
site
sponsor
for
Nashvillelifestyles.com,
the
online
counterpart
to
the
trendy
magazine.
Both
advertisements
will
encourage
readers
to
stop
by
Big
Top
for
dessert
or
to
pick
up
a
treat
for
the
kids
back
home.
The
billboard
bought
during
5light
one
will
remain
in
place
during
5light
two
in
order
to
perpetuate
the
“What’s
in
your
bag?”
social
media
campaign.
The
new
candy
destination
will
instantly
be
a
staple
in
the
local
community,
and
the
entire
city
of
Nashville
will
suddenly
all
have
a
case
of
Sweet
Teeth.
Online:
Nashvillelifestyles.com
is
the
web
version
of
the
magazine
and
reaches
an
audience
predominantly
composed
of
educated
and
afVluent
30-­‐to-­‐40-­‐year
old
females
looking
to
Vind
out
what
is
trendy
in
Nashville.
SOMA
will
buy
targeted
banner
ads
on
this
site
to
reach
our
target
audience,
stay
at
the
top
of
their
minds
and
further
push
the
#whatsinyourbag
campaign.
Print:
Nashville
Parent
has
been
the
“go-­‐to”
magazine
for
Central
Tennessee
families
for
nearly
20
years.
The
award-­‐winning
magazine
is
published
every
month
and
covers
a
complete
range
of
parenting
topics
pertaining
to
behavior,
health,
education
and
family
entertainment.
Advertising
in
Nashville
Parent
magazine
reaches
Big
Top’s
primary
target-­‐
mothers
with
children,
and
makes
them
aware
of
the
new
location
in
Hillsboro
Village.
24

27. MISSION:
A
SWEET
INTRODUCTION
flight THREE
1.17%
1.93%
FLIGHT
THREE:
MEDIA
MIX
PROMO
34.26%
$8,000.00
$4,000.00
PRINT
45.07%
OOH
ONLINE
17.13%
$275.00
$10,526.00
PEOPLE
$450.00
FLIGHT
THREE
TOTAL:
$23,351
As
the
heart
of
August
approaches,
a
wave
of
new
faces
will
5lood
the
Hillsboro
Village
neighborhood
and
surrounding
areas
as
Vanderbilt
and
Belmont
University
students
return
for
the
school
year.
This
marks
a
point
of
transition
as
the
campaign
moves
from
its
primary
target
of
local,
af5luent
mothers
to
young
and
eager
college
students.
Advertisements
in
the
Vanderbilt
Hustler,
insidevandy.com,
and
the
Belmont
Vision
will
draw
the
attention
of
the
large
student
crowd
as
they
get
acclimated
to
the
city.
A
full-­‐page
ad
in
the
Vanderbilt
Hustler
grants
Big
Top
access
to
the
“Welcome
to
Nashville”
fair
for
incoming
freshmen
at
Vanderbilt,
as
well
as
a
month
of
free
advertising
on
the
Inside
Vandy
mobile
app.
In
addition,
an
of5icial
campus
rep
will
be
hired
to
help
spread
the
word
in
person.
Big
Top
will
then
increase
brand
awareness
on
more
age
appropriate
media
outlets
in
the
Nashville
area
by
advertising
through
the
Nashville
Scene’s
mobile
app.
Targeted
banner
ads
will
be
bought
on
Spotify
and
Pandora
in
order
to
attract
students
that
use
online
radio
sites.
The
goal
of
5light
three
is
to
spread
awareness
of
the
new
Big
Top
Candy
Shop
to
the
thousands
of
area
college
students
that
come
to
Nashville.
Through
these
various
platforms,
Big
Top
will
be
sure
to
give
the
students
the
sweetest
possible
welcome.
Spotify:
Using
Spotify
to
promote
Big
Top
will
support
other
attempts
to
reach
local
college
students.
Spotify
has
over
20
million
active
users,
many
of
whom
are
young,
tech-­‐
savvy
adults.
Big
Top’s
banner
ads
will
appear
only
on
the
playlists
of
those
aged
18-­‐24
living
in
Nashville.
Advertising
on
this
site
will
facilitate
awareness
about
the
store
and
its
“Under
the
Big
Top”
musical
events.
Print:
The
Nashville
Scene
is
the
premier
local
publication
for
in-­‐depth
reporting,
lively
arts
coverage
and
the
latest
in
music
and
entertainment.
The
newspaper
reaches
approximately
132,100
readers
a
week
via
a
controlled
circulation
strategy.
Copies
of
the
Scene
are
dropped
off
in
bulk
midweek
to
high
trafVic
sites
and
businesses,
and
redelivered
to
the
most
popular
sites
on
Thursday
and
Friday.
Over
35%
of
the
paper’s
market
lives
in
Davidson
County,
and
the
content
of
the
publication
attracts
readers
from
higher
income
levels.
Pandora:
Banner
advertisements
on
Pandora
will
reach
students
who
prefer
radio-­‐formatted
listening
over
personalized
playlists.
With
over
47
million
active
users,
Pandora
is
the
premier
company
for
reaching
young
people
that
listen
to
music
online.
As
with
Spotify,
the
ads
will
promote
the
location
of
the
new
store
and
encourage
students
to
check
out
the
“Under
the
Big
Top”
musical
events
on
Fridays
and
Saturdays.
Campus
Rep:
When
college
students
come
back
for
the
fall
semester
in
August,
Big
Top
will
hire
a
campus
representative.
This
student
will
be
paid
to
spread
the
word
about
Big
Top’s
promotions
and
events
around
the
Vanderbilt
and
Belmont
campuses.
In
addition,
an
ofVicial
campus
rep
will
be
given
Vlyers
and
candy
to
hand
out,
and
will
encourage
student
groups
to
host
proVit
shares
and
social
events
at
the
brick
and
mortar
store.
25

28. flight THREE
Print:
Belmont
Vision
is
a
student-­‐organized
online
and
print
newspaper
for
Belmont
University.
During
the
regular
school
year,
a
print
edition
of
current
campus
news
is
published
each
semester.
Considering
Belmont,
much
like
Vanderbilt,
is
adjacent
to
the
future
location
of
Big
Top
and
will
be
frequented
by
many
college
students,
promotional
advertisements
in
the
Belmont
Vision
would
be
an
adequate
way
to
promote
the
store’s
proximity
and
special
events
to
the
secondary
target.
Next Stop Candy Shop; Austin
Treatery Comes to Hillsboro
Print:
The
Vanderbilt
Hustler
is
the
ofVicial
student
newspaper
of
Vanderbilt
University.
The
newspaper
is
published
three
times
weekly
and
is
frequently
updated
online,
providing
campus
news
about
sports,
entertainment
events
and
calendar
information.
Vanderbilt
University
is
across
the
street
from
the
future
Big
Top
Candy
Shop
location
and
the
school’s
newspaper
will
therefore
be
an
imperative
medium
in
order
to
attract
attention
from
college
students
and
drive
purchases
from
potential
consumers
in
our
secondary
target
market.
Online:
Insidevandy.com
is
the
highly
popular,
informational
website
catered
speciVically
to
Vanderbilt’s
12,000
students.
Averaging
45,000
unique
visitors
a
month,
the
site
includes
a
wide
variety
of
news,
photos,
and
campus
event
information.
Insidevandy
.com
also
provides
a
direct
link
to
the
Vanderbilt
Hustler,
another
media
vehicle
employed
for
this
campaign.
26

29. flight FOUR
MISSION:
STUFF
THOSE
STOCKINGS
As
stated
in
a
2012
Mintel
report
on
non-­‐chocolate
confectionary,
specialty
stores
have
an
opportunity
for
signi5icant
increases
in
sales
by
associating
candy
with
a
FLIGHT
FOUR:
MEDIA
MIX
speci5ic
holiday
or
event.
With
this
in
mind,
5light
four’s
focus
will
be
on
making
Big
Top
Nashville’s
go-­‐to
stop
for
all
38.29%
36.99%
$5,000.00
PRINT
24.71%
Christmas
related
candy.
To
make
this
a
reality,
the
media
buys
will
again
shift
back
to
the
primary
target
of
af5luent
mothers
of
$5,175.00
young
children.
Big
Top
will
be
a
community
sponsor
of
the
ever-­‐popular
MOBILE
$3,340.00
PROMO
FLIGHT
FOUR
TOTAL:
$13,515.00
Print:
We
will
place
Big
Top
ads
in
Nashville
Parent
Magazine
to
maintain
a
presence
during
the
holiday
season
and
remind
our
target
where
they
can
Vind
their
holiday-­‐themed
treats.
Approximately
86%
of
adults
18+
in
Mintel’s
database
indicated
that
they
purchase
candy
to
mark
holiday
occasions.
Seasonally
packaged
candy
generates
the
highest
percentage
of
purchase
among
all
age
groups.
Nashville
Christmas
parade,
and
the
augmented
slogan,
“What’s
in
your
stocking?”
will
appear
on
a
massive
balloon
overlooking
the
event.
A
full-­‐page,
color
advertisement
will
be
taken
out
in
Nashville
Lifestyle’s
special
Christmas
Issue
and
Big
Top’s
name
will
again
appear
in
the
Nashville
Parents
Magazine.
Both
ads
will
promote
Big
Top
as
“Holiday
Candy
Central,”
and
the
tagline
will
of
course
switch
to,
“What’s
in
your
stocking?”
Event:
At
the
end
of
December
Big
Top
will
sponsor
the
Nashville
Christmas
Parade.
For
$5000
the
Big
Top
name
will
be
displayed
on
a
Helium
Balloon,
as
well
as
on
all
promotional
materials
including
newspapers,
billboards,
and
recognition
on
all
brochures,
Vlyers,
and
invitations.
We
will
also
be
mentioned
as
a
sponsor
in
all
press
releases
and
be
promoted
on
Christmas
Parade
web
site.
This
parade
will
be
overVlowing
with
our
target
audience,
as
Print:
Nashville
Lifestyles
is
a
fashionable
monthly
magazine
that
offers
lists
of
restaurants,
events
and
entertainment
in
the
Central
Tennessee
area.
The
magazine
is
distributed
through
paid
and
veriVied
subscriptions
with
single
copy
offers
at
newsstands.
With
52%
of
the
magazine’s
readership
consisting
of
households
with
an
average
income
of
$100,000+
and
63%
of
readership
made
up
of
people
who
own
homes
valued
at
$300,000+,
the
publication
offers
an
excellent
opportunity
to
reach
our
target
consumers
with
disposable
income.
more
than
100,000
spectators
and
families
from
throughout
the
middle
Tennessee
region
will
attend
the
event
looking
to
entertain
their
children
and
have
a
good
time.
27
Sources:
Mintel:
Seasonal
Chocolate,
Parade-­‐
nashvillechristmasparade.com,
Print-­‐
SRDS/nashvillelifestyles.com

30. media flowchart
28

31. Going forward
1.
Continue
to
connect
to
the
target
audience
through
guerilla
marketing
efforts
during
local
social
and
cultural
events.
Continue
to
spread
the
word
about
the
weekly
“Under
the
Big
Top”
musical
performances
and
build
this
into
a
more
sustainable
event.
2.
Maintain
a
relationship
with
local
university
students
by
involving
them
in
promotional
campaigns
and
providing
opportunities
for
marketing
and
social
media
internships
in
order
to
integrate
into
the
local
educational
community.
3.
Partner
with
local
philanthropic
organizations
to
help
support
local
charity
initiatives,
speciZically
with
nearby
Vanderbilt
Children’s
Hospital.
Working
with
a
philanthropy
will
not
only
help
support
the
community,
but
will
foster
feelings
of
goodwill
towards
the
Big
Top
brand.
4.
Continue
to
build
and
maintain
a
social
media
presence
as
a
means
to
consistently
engage
with
consumers
and
build
brand
identity.
29

32. so what?
SOMA
Advertising
knows
exactly
what
it
takes
to
make
Big
Top’s
move
to
Nashville
a
resounding
success.
Reaching
the
carefully
deGined
target
market,
properly
allocating
Ginances
and
serving
the
Nashville
community
will
launch
the
store
into
a
bright
future.
With
SOMA
Advertising,
it’s
in
the
bag.
30