Warby Parker is an online retailer of prescription eyewear that aims to provide high-quality glasses at an affordable price of $95 per pair while also donating a pair of glasses for every pair sold. The company was founded in 2010 and sells most of its inventory online but also has 5 physical showrooms. Through low prices, convenient virtual try-ons and a socially conscious mission, Warby Parker seeks to disrupt the traditional eyewear industry.

1. Haley Siying Adithi Kazi Odundo

2. Introduction
Brand Mission
Warby Parker believes that everyone has the right to
see. Millions of people around the world today don’t
have access to proper vision care. To help address
this problem, Warby Parker partners with renowned
non-profits, such as RestoringVision.org, to deliver
one pair of glasses to someone in need for every pair
sold.

3. In doing so, we enable customers to
share the gift of vision with someone
who can’t see today and give them
the opportunity to read, to work and
to live a fuller life.
Warby Parker was created
with the desire to help
customers give to a
good cause,
express their
unique
style, and
save
some cash.

4. Company
History
History
Warby Parker was launched in February, 2010 by four
friends that all attended Wharton College in
Philadelphia, PA. Neil Blumenthal , Andrew Hunt, Jeffrey
Raider, and David Gilboa started Warby Parker as a
online store to bypass the retailers and cut the cost of
eyewear.
While most prescription eyeglass companies operate
mostly offline, Warby Parker does things differently, of
course.

5. Development
They sell most of their inventory
online, and only have five physical
locations. The five stores are located
in Brooklyn, NY, San
Francisco, CA, Oklahoma
City, OK, Portland, OR, and the
headquarter is located in New
York, NY.
The company was born out of our
collective personal traits: a penchant
for outrageous outfits, an affinity
for vintage collectibles and a strong
desire to make the world a better
place.

6. Brand
Personality
What’s in a name???
Well for Warby Parker, there is A LOT in our name!!!
The name Warby Parker came from a master wordsmith and
pop culture icon, Mr. Jack Kerouac. Jack Kerouac was an
American novelist and poet.
Two of his earliest characters bore the names Zagg Parker
and Warby Pepper (creative and unique, right?). Together
these two characters created the name Warby Parker.

7. This name says a lot about our
company, because we are
cool, almost as cool as Mr. Jack
Kerouac’s stories. But Warby
Parker is more than just a
name, because we are more
than just a really attractive
company!!!
We are a company that cares
about the lives, happiness, and
careers of people around the
world. That’s why we give
thousands of glasses away free
every year to people that really
need to see!

8. Branding Logo Analysis
Warby Parker’s personality is The Warby Parker logo is simple
clear. We know our customer’s and clear. The logo is the name
and they know us. Warby Parker Warby Parker in dark
is all about helping people and gray with a white background.
seeing how together lives can This logo is chic and modern,
be changed. We reach an lacking clutter. Our company also
audience that has a casual cool reinforces this logo with 5
style and wants to change the showrooms that are clean and
world one pair of glasses at a clutter free, offering high quality
time. products at low prices. We are a
small company that wants the
best for our valued customers.

10. ANALYSIS
Branding:
Warby Parker’s brand is both trendy and classic. It has updated and refreshed classic vintage eyewear
styles - spending several months crafting each frame to develop a line with a personality that is both
contemporary and refined. Each frame is handcrafted using only the finest custom acetates and takes
over three weeks to produce from initial cut through polishing. Warby Parker utilizes best-in-class
polarized lenses to provide superior glare reduction and UV protection.
Logo Analysis:
Warby Parker was founded with a rebellious spirit and a lofty objective: to create boutique-quality,
classically crafted eyewear at a revolutionary price point. Thus, Warby Parker’s logo feeds into their
clear brand personality and the inferred tagline of “We know our customer’s and they know us.” Its
simplicity denotes the meticulousness and collaborative efforts of the founders “Warby Parker” – an
alternative concept to the overpriced and bland eyewear available today.
Advertising Materials:
Warby Parker is able to provide higher-quality, better looking prescription eyewear for under $100 by
circumventing traditional channels and engaging their customers directly through their website.
Moreover, they have an updated blog and Facebook page as a way of reaching target audience in the
most cost-effective manner in order to advance their new concept of eyewear.

11. Focus Group
Age: 18——35
Requirement: people wear glasses
Total Number: 5

12. Questions for Group Discussion
1、Where do you buy your glasses?
Kelsy- Wal-Mart
Laxmi- Vamayekar – Indian Company
Katie- Americas Best
Mary- Marion Eye Center
Tom- Clarkson Eyewear
2、How often do you buy your glasses?
Kelsy- Depends on insurance
Laxmi- once a year
Katie- once a year
Mary- Depends on insurance
Tom- haven’t in 4 years

13. 3、Which is the most influential
factor that affects your purchase
decision
(e.g.: price, quality, style, Brand
etc.)?
Laxmi- Price has a large
influence, because quality is low.
Katie- Price is most important
and then style within the price
range.
4、Are you hesitant to purchase
glasses online?
All participants said that they
do not fully trust online eyewear
companies.

14. 5、If you are offered free home try-ons, free
shipping and free returns, would you be willing to shop
online for glasses?
All said maybe they would be more willing to try
them.
One participant said they would not want to be
responsible for the try-on glasses.
6、What are the Glass brands you can recollect?
Levi Strauss but participant doesn’t have to have that
brand
No participants were brand specific

15. 7、Have you heard of the brand Warby Parker?
None of the participants had heard of Warby Parker
8、What do you think about the idea of Warby Parker
delivering one pair of glasses to someone in need for every
pair that they sell?
All liked this idea and 2 or 3 participants said that they
would be more likely to purchase glasses because of this.

17. Other Notes
None of the participants were brand specific.
Customers would like a follow-up on the child that receives
the glasses.
Warby Parker should offer glasses for children and also offer
contacts for those that do not like glasses.
Promote brand on college campuses to make brand more
known and trusted for customers.
Many expressed a general concern when purchasing glasses
online.
Weight of glasses should be posted online.

18. Concerns
Maintenance- Where can I get the glasses
fixed?

19. Marketing Mix
Product
Warby Parker was founded with a rebellious spirit and a lofty
objective: to create boutique quality, classically crafted eyewear at a
revolutionary price point. They meticulously crafted their first
collection of 27 limited run styles for both men and women, plus one
monocle, using only the finest custom acetates and materials.
The Warby Parker aesthetic is vintage-inspired, with a fashion forward
twist - and every pair is custom fit with anti-reflective, polycarbonate
prescription lenses.
The company also partners with renowned non-profits, such
as RestoringVision.org, to deliver one pair of glasses to someone in
need for every pair that they sell. In doing so, they enable customers
to share the gift of vision with someone who can’t see today and give
them the opportunity to read, to work and to live a fuller life.

20. Price
Warby Parker is a true blessing in corporate clothing as they offer
high quality prescription glasses just for $95.
How do they do it? By circumventing traditional channels and
engaging with their customers directly through their
website, Warby Parker provides higher-quality, better looking
prescription eyewear for under $100.
Available exclusively through the Warby Parker website, their
glasses retail for $95 which include Polycarbonate prescription
lenses with anti-reflective and anti-scratch coatings. They also
offer free shipping, free returns, and free virtual and home try-
ons every single day.

21. Place
Warby Parker is essentially an
online brand. All of their
optical glasses and sunglasses
are available to try on in our
New York City office and
showroom. They also rent
space in a few stores in big
cities where people can try on
glasses before ordering online.
They have partnered with a
select number of like-minded
boutiques across the country
to serve as showrooms for
their collection.

22. Their showrooms are located in:
• NEW YORK, NY : WARBY PARKER HEADQUARTERS, 13 E 16TH ST
• BROOKLYN, NY : BIRD, 203 GRAND ST
• SAN FRANCISCO, CA: THE PERISH TRUST, 728 DIVISADERO ST
• BOSTON, MA: STEL’S, 334 NEWBURY ST
• OKLAHOMA CITY, OK : SHOP GOOD, 3 NW 9TH ST
• PORTLAND, OR : LIZARD LOUNGE, 1323 NW IRVING ST

23. Headquarter
NY

24. Others
New York, NY
Brooklyn, NY
San Francisco, CA
Boston, MA
Oklahoma City, OK
Portland, OR

25. Promotion
Transparent business model, Corporate social
responsibility, Focused product mix and well managed
customer relations constitute the success mantra of Warby
Parker.
The company also efficiently markets its products through
print advertising and online promotions. The Brand is
featured in The New York times, Vogue, GQ & Daily
Candy. They have an active Blog Archive called Zagg
Pepper which helps consumers to stay up to date with
their activities and also responds to questions or doubts
that people may have about the brand.

26. They send out press releases and conduct outdoor events
for launches which help to promote the product and
reach out to their target consumers. They also have an
active social media marketing team (Facebook, Linkedin &
Twitter). Needless to say, this team is very creative as
they not only promote their product on social networking
sites but for every ten likes on their Facebook page they
donate a pair of glasses to a person in need through
vision spring.
The company continues to grow as thousands of
influential brand ambassadors (their customers) do their
marketing for them. The customer experiences and
reviews is the main marketing tool which the company
utilizes to reach out to potential consumers

27. SWOT Analysis
Strengths Weaknesses
- low cost -does not accept insurance
-convenience of online -distrust with online
-socially responsible -many competitors
-the necessity of the product - ineffective advertising
- low brand awareness
Opportunities Threats
-large uninformed market -other online competitors
-younger generation has more trust -competition from well known
with online purchasing companies
- younger people are becoming
more and more socially responsible

28. Strengths
-low cost- Glasses from Warby Parker cost only $95, compared with other
prescription glasses that can cost between $150-$300 or more.
-convenience- Warby Parker offers the option to try-on and ultimately
purchasing glasses online, without having to leave your home.
-socially responsible-
Warby Parker cares about
people, and proves this
by providing glasses to
people in need.
-eyeglasses are a
necessity-Eyeglasses are
a necessity for people
all around the world,
which is a really great
benefit to a company that sells eyewear.

29. Weaknesses
-distrust with online-Many people are still hesitant to purchase prescription
glasses online.
-does not accept insurance- Since the price of the glasses is low, Warby Parker
does not accept insurance. However, some insurance providers will reimburse the
customer after the purchase. So, Warby Parker will provide a receipt for your
purchase.
-many competitors-When buying eyeglasses online there is a lot of
competition, and many different websites to purchase prescription eyeglasses.
Ineffective advertising: the brand does not have a very effective advertising and
marketing campaign
low brand awareness: the visibility and reach of the brand is much lesser than its
competitors

30. Opportunities
-large uninformed market- There are a lot of
people who have heard about the Warby
Parker brand, but there is still a really large
percent of the market that is uninformed. This
is a great opportunity for Warby Parker to
target this unknown market, and make its
name known.
-younger generation has more trust with
online purchasing-Although, there is still a
great distrust with online purchasing with
each generation the trust in online purchasing
is growing. This will give Warby Parker a larger
market over time.
younger people are becoming more and
more socially responsible - Nowadays the
generation of youngsters have become
extremely conscious socially and have an urge
to do some good to the society.

31. -new online competition- other competition
could arise once the market discovers Warby
Parker, so it is important to establish a
recognizable brand identity. This also includes
already established brands that do not
currently sell glasses, but could become a
threat. For example, TOMS Shoes, which
currently offers sunglasses, but not
prescription eyeglasses.
-already known companies/saturation-There
is a lot of already existing competition from
other eyeglass companies online and offline.

32. Segmentation of Target
Market
Primary Secondary
The primary target market segment The secondary target market will
will be 18 to 25 year old males and be 30 to 35 year old females and
females or college/university males or recent graduates seeking
students who are in need of or occupying entry-level job
affordable glasses. This target positions. The focus on a younger
group are not only inclined to age group is strategically meant to
online shopping but readily express develop and sustain brand loyalty
the desire to give to a good with them.
cause, express their unique
style, and save some cash at all
cost.

33. Target Market
Demographics
Based on the focus group findings, we believe that we
have a good knowledge of our target audience as
follows:
The primary target audience is composed of males
and females or college/university students between
the ages of 18 and 25. They are still pursuing their
education and are part of middle class of the St.
Louis, Missouri area. These target audience are still
dependent on their families for financial support and
incentives.
The secondary target audience consists of males and
females between the ages of 30 and 35. They are
working on receiving a higher education or have just
recently graduated and/or seeking/occupying entry-
level job positions.

34. Target Market
Psychographics
Our primary target audience
consists of 18 to 25 years old
males and females looking for a
reason to be involved with a
cause or still searching to
find a cause to support. They
are very outgoing, active, trendy, and ambitious with an affinity for vintage
collectibles and a strong desire to make the world a better place.
The secondary target audience consists of males and females between the
ages of 30 and 35. They may be starting up or already have small-sized
families hence likely to have disposable income. They are also socially
responsible and care about the lives, happiness, and careers of family
members and people around St. Louis metropolitan area and the world at
large.

35. Competitive Analysis
Warby Parker has to fight competitors on multiple fronts.
With most of Warby Parker's business stemming from the
internet, most of the brand's major competition comes
from physical store fronts such as Doctors Valu Visual and
Wal-Mart Vision Center. These stores offer affordable
prices with hands on service, eye exams at the store, and
convenient locations inside shopping centers and retail
stores
Warby Parker also has several other competitors like the
Zenni Optical and Coastal Contacts, which are online eye
wear retailers. Like Warby Parker, these online stores also
offer glasses at competitive prices and an online virtual
“try on”. They also offer wide a variety of brands, as they
do not make their own glasses.
However, neither of these online stores offers a free “try
at home” service. Also none of these competitors listed
above offer a socially responsible outcome with their
sales

36. Competitive Matrix

37. Consumer Analysis
General Customer Questions
Primary research is a key step in
understanding a market and its
customers. Our group used two
different techniques to collect and
measure the data. First, we conducted
a focus group to get in-depth
information on consumer’s
questions, thoughts and concerns
when purchasing eyewear. We also
surveyed 56 people who wear
eyeglasses, mostly people between the
ages of 18-40. This gave us opinions
from people of many different age
groups to help determine the target
market for our product.

38. Consumer Purchasing Questions
We began our survey by asking about
general eyewear purchase decisions: where
do you purchase eyeglasses, how often do
you purchase eyeglasses, from where do
you purchase eyeglasses, etc.
These questions told us the general
purchase habits of eyeglass customers, our
competitors and also the demand for our
product. Thirty-four percent of respondents
spend $100-200 dollars on prescription
eyeglasses. This tells us that our eyeglasses
are a good price for consumers, because we
charge less than what half of the
respondents are already paying for
eyeglasses. This is can be a potential
benefit that can be advertised in the future.

39. General Customer Behavior
When asked if the consumers had a
back-up pair of glasses 29
respondents (52%) said they do have
a back-up pair of glasses. This is
important information due to the
large number of customers who
purchase eyeglasses using their
insurance. This means that Warby Do you own a back-up pair of glasses?
Parker may not only reach those who No- 27 48%
do not have insurance, but also those Yes-29 52%
people with insurance who would like
a back-up pair of glasses. This gives
Warby Parker a larger market.

40. Eyeglass Features
When asked about the importance of
different features of eyeglasses the
responses were very helpful. On a 5
point scale 1 not important and 5 very
Please rate the below factors based on important the respondents were asked
their importance when purchasing to rate the following factors:
prescription eyeglasses. - Style style, price, comfort, brand, weight and
durability. The results showed that price
and style were very important to most
consumers. Brand was ranked not
important by roughly 71% of the
respondents. This is very good news for
Warby Parker, a brand that is not a well
known name currently in the eyeglass
Please rate the below factors based on
their importance when purchasing
market.
prescription eyeglasses. - Price

41. Online Behavior
The survey showed that there is still a high
percentage of people in the market who do
not make purchases online. Out of the 56
people surveyed 26 people or 46% had never
made a purchase online. This was interesting
information that revealed a weakness, as Have you ever shopped online?
well as an opportunity for Warby Parker. Our
survey also revealed that 57% of the
consumers surveyed were not very willing to
purchase eyeglasses online. This is also an
opportunity for Warby Parker to become the
trusted company, among other online
eyewear companies.
Not very Very
willing to willing to
purchase purchase

42. Objectives
Communication Objectives
We aim to increase the awareness about the brand Warby
Parker amongst consumers within a span of one year. A
study would be conducted on our competitors’ advertising
patterns, and the needs of the consumers would be
analyzed. Based on these parameters, an effective
advertising and marketing campaign would be developed.
We also aim to motivate action amongst the consumers to
purchase the product by shaping their attitudes and by
creating awareness about the social responsibility aspect
of the brand.

43. Media Objectives
We aim to target our advertising campaign towards our primary and
secondary audience.
PRIMARY : 18 to 25 year old males and females or college/university
students
SECONDARY : 30 to 35 year old females and males or recent graduates
We also aim to increase our brand awareness at St. Louis and other
neighboring cities. We aim to use media and events that would be of
interest for the younger generation as they are our primary audience. We
would be using a mixture of traditional and non-traditional media to
increase the reach of our brand.

44. Traditional
•Print Ads (Posters & Billboards,
News paper, Magazine)
(also outlining the corporate
social responsibility of the
brand)
•University Campus Posters
Non traditional
•Metro Outdoor Advertising
•Barricade Advertising
•Stairway Advertising
•Escalator Advertising
•Eyeglass Decal Advertising
(Mirrior & LCD screens)
•Mall Elevator Advertising
• Concerts & Online Events

45. Creative Strategy

46. For the Big Idea of this campaign, we wanted to communicate to our Target Consumers
about the corporate social responsibility aspect of the Brand - Warby Parker.
The main purpose of this idea is to build Brand awareness and motivate action
amongst
the consumers to purchase the product. We aim to do this by shaping their attitudes
towards becoming more socially responsible.
The new Tag line ‘Giving a new perspective!’ is to communicate that Warby Parker
Glasses give a new perspective to see the world. In a way it also communicates that
for every pair of WP glasses bought by a consumer, a person in need is given the gift of
vision.
The campaign consists of Ads that bring out the social responsibility aspect of the
Brand. They are also made to look stylish and youthful to cater to the Primary Target
Audience, who are basically youngsters and students.

48. New LOGO
The Warby Parker logo is simple and easy
to read. The logo is the name of the
Brand in Black with a white background.
The logo has one of the exquisite designs
of WP eyeglasses depicting the letter ‘B’
in the word ‘WARBY’. The Logo has a
personality of its own which matches the
Brand’s personality of being simple yet
stylish.

49. Traditional
St. Louis Magazine Advertising $10,400

50. Traditional
Print Advertising

51. Traditional
Billboard Advertising $3,500

52. Traditional
Print Advertising

53. Ambient/Guerilla
Metro Outdoor Advertising $4,700

54. Barricade Advertising $4,500

55. Stairway Advertising $4,000

56. Escalator Advertising $4,000

57. Campus Posters $250

58. Eyeglass decal advertising $4720

59. Eyeglass frames with LCD screens $3710

60. Advertising in Mall $4,000
Elevators

61. Advertising in Mall
Elevators

62. Events
Concert at the Arch $10,000
A great way to create a big buzz around our brand is to sponsor a free concert. And what better way to
get people to attend than to hold the concert under one of the world’s most famous landmarks, the St.
Louis Arch. WP will sponsor a totally free concert featuring young, up and coming groups The Dean’s
List, and 2AM Club at the public hard top area under the St. Louis arch. This will allow us to bring
awareness to our brand and we can have the band wear our glasses during the performance. Both of
the Bands will cost $3,000 for the performance. Normal cost for renting space in a park is from $50-
$100 , but with the Arch belonging to a national park, the price will be higher. The stage, lighting, and
sound equipment can be rented in a bundle fro $600, bring our total to apx. $10,000.

63. St. Louis Arch Eyeglasses Projection $10,000
Also, with an additional $10,000 we will advertise
on the St. Louis Gateway Arch with a Warby Parker
eyeglass projection during the concert.

64. Flash Mobs at College campuses in and near St. Louis
The flash mobs will take place at University campuses $2,920
in and near St. Louis, MO.
10 people would be hired to go to one campus each
to select students to participate in the flash mob.
They will be hired by the hour to teach dance to
randomly selected students on campus. These
students will perform the dance during one major
event on campus and these will all take place in the
month of May. The month of May usually has good
weather and there are many events in this month on
college campuses.
The students in the flash mob will be told to wear
attire similar to the style of the Warby Parker brand. If
the students wear glasses they will be given one pair
of glasses with their prescription for free to wear in
the mob. If they do not wear prescription glasses then
the students will be given sunglasses made by Warby
Parker to wear in the mob. All students will be
allowed to keep the glasses after the perform in the
flash mob.

65. Online Event — “Wear Your Style!” $10,500
We would like to hold an online event for everyone who is interested in our
brand to design their own pair of eye glasses. In this way, we will not only
promote our brand, but also gain new designs from our customers and know
better of their preferences.
There will be three parts in this event. First, we will set up a webpage where
everyone can upload their own design images. In the second part, everyone
can vote for the designs. The top three highest voted designs will be
produced and given to their designers. After that, the three winners will get
a round trip tickets to a foreign country to give out glasses to the people in
need by their own. We would also hold a press meet to report the whole
event.

66. Media Plan
Budget
Traditional: Event:
St. Louis Magazine Advertising $10,400 Concert under the Arch $10,000
Billboard Advertising $3,500 Arch eyeglasses projection $10,000
Flash Mobs at campuses $2,920
Online Event- Wear Your Style! $10,500
Ambient/Guerilla:
Metro Outdoor Advertising $4,700
Barricade Advertising $4,500
Stairway Advertising $4,000
Escalator Advertising $4,000
Campus Posters $250
Eyeglass Decal Advertising $4,720
Eyeglass frames with LCD screens $3,710
Mall Elevator Advertising $4,000

67. Media Schedule

68. Budget Allocation (One Year Projection)
Primary Target Audience Cost
Flash Mobs at College campuses in and near STL $2,920
Campus Posters $250
Concert under the Arch $10,000
St. Louis Arch eyeglasses projection $10,000
Online event $10,500
Total $33,670
Secondary Target Audience
St. Louis Magazine $10,400
Total $10,400
Both (Primary & Secondary)
Billboard $3,500
Metrolink Window Ads $4,700
Barricade Advertising $4,500
Stairway Advertising $4,000
Escalator Advertising $4,000
Eyeglass decal ads in Mall $4,720
Eyelass frames with LCD screens $3,710
Elevator Ads $4,000
Total $33,130

69. Budget Allocation (One Year Projection) Cost
Campus Posters
Flash Mobs at College 0%
campuses in and near STL
2% Concert under the Arch
6%
St. Louis Arch
eyeglasses projection
Total
6%
21%
Elevator Ads
3% Online event
7%
Eyelass
frames with
LCD screens
2%
Eyeglass
decal ads in Total
Mall 22%
3%
Escalator
Advertising
Total St. Louis Magazine
3%
7% 7%
Stairway
Advertising
3% Barricade Metrolink
Advertising Window Ads
3% 3% Secondary Target Audience
0%
Billboard
2% Both (Primary & 0%
Secondary)
0%

70. Budget Graphs
Budget Distribution to each type of Advertising
15%
27% Traditional
Ambient/Guerilla
Events
58%

71. Budget direction
Target
15%
Secondary
85%

72. $30,000.00
January
$25,000.00 February
March
$20,000.00 April
May
$15,000.00 June
July
August
$10,000.00
September
October
$5,000.00
November
December
$0.00
Budget Distribution for each month

73. Budget rate of each month
40
35
30
25
20
15 percentage
10
5
0

74. Evaluation
Our advertisement plan reaches a
wide range of media and outlets, but
we feel that our brand will stand out
the most if we concentrate most of
the budget on ambient and guerilla
advertising. $29,880.00 of our
budget is devoted to guerilla and
ambient advertisements. This
includes many interactive projects
such as the barricade advertisement,
Interesting ads in malls, metro buses
and the mirror/LCD advertisements.

75. We also have a fair amount of investment
in traditional advertising. For traditional
advertising we decided to target St. Louis
excusive media such as St. Louis
Magazine and STLToday.com. $ 13,900.00
of our budget will go to traditional
advertisement.
We are also spending $33,420.00
on events and feel they should be
very popular events that will get a
lot of publicity. Our four events
include a free concert under the
Arch (with WP glass projections
on the Arch), an online design
event, and Flash Mobs.

76. Contingency Plan
With a grand budget of $77,200.00 we are over our
$50,000.00 target budget, so we are not expecting any left
over money.
However, if we do find ourselves with any leftover
funds, we would utilize it towards improving our events and
advertisements.
This may pay for things such as extra food and refreshments
for our bands performing at our concerts or flash mobs.

77. Impressions
Warby Parker Impressions
Online Event
Flash Mobs at College Campuses in/near STL
St. Louis Arch Projection
Concert under the Arch
Elevator Ads
Eyeglass frames with LCD screens
Eyeglass Decal Ads in Mall
Campus Posters
Escalator Ads
Stairway Ads
Barricade Ads
Metrolink Window Ads
Billboard
St. Louis Magazine
0 500000 1000000 1500000 2000000 2500000

78. Impressions
St. Louis Magazine 480000
Billboard 1200000
Metrolink Window Ads 1200000
Barricade Ads 60000
Stairway Ads 1100000
Escalator Ads 1100000
Campus Posters 5000
Eyeglass Decal Ads in Mall 2000000
Eyeglass frames with LCD screens 400000
Elevator Ads 480000
Concert under the Arch 200000
St. Louis Arch Projection 200000
Flash Mobs at College Campuses
in/near STL 50000
Online Event 60000

79. References
Hussey, R. (n.d.). affordablebillbards.com. Retrieved November 23, 2011, from
http://www.affordablebillboards.com/index2.html
Capital Metropolitan Transportation Authority. (n.d.). Capital Metro. Retrieved November
23, 2011, from http://www.capmetro.org/business/transitadv.asp
Loopnet. (2011). Saint Louis Shopping Centers for Lease. Retrieved November 23, 2011,
from
http://www.loopnet.com/Missouri/Saint-Louis_Shopping-Centers-For-Lease/
St. Louis Post Dispatch. (2010). Retrieved November 23, 2011, from
http://images.stltoday.com/stltoday/images/st_louis_post-
dispatch_retail_rates_2011.pdf

80. BlueLineMeida. (2011).Retrieved November 29th, 2011, from
http://www.bluelinemedia.com/billboard-advertising-media_13.html#rates
Wikipedia. (2011). Retrieved November 29th, 2011, from
http://en.wikipedia.org/wiki/List_of_U.S._minimum_wages
Amazon. (2011). Retrieved November 29th, 2011, from
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keywords=painting&x=0&y=0#/ref=sr_pg_2?rh=i%3Aaps%2Ck%3Apaint&page
=2&d= 1&keywords=paint&ie=UTF8&qid=1321649566
Explore St. Louis. (2011). Retrieved November 30th, 2011, from
http://explorestlouis.com/visit- explore/see-do/see-do-
member/?mid=67&gclid=CL6i4bfl36wCFS4DQAodFw2Tng
Graphxonline. (2010). Retrieved November 23, 2011, from
http://graphxonline.com/designonline/

81. St. Louis Union Station. (2011). Retrieved November 30th, 2011,
from http://www.stlouisunionstation.com/index.cfm
St. Louis Galleria Mall. (2011). Retrieved November 30th, 2011,
from http://www.saintlouisgalleria.com/directory
Costal Contacts. 2011. http://www.coastalcontacts.com/
Doctor’s Valu Vision. 2011. http://www.drsvaluvision.com/
Explore St. Louis. 2011. http://explorestlouis.com/visit-
explore/events/?gclid=CN3vwOfWg6wCFW0CQAodu3hfKA
Wal-Mart Vision Center. 2011.
http://www.walmart.com/cp/Vision/1061724
Warby Parker. 2011. http://store.warbyparker.com/
Warby Parker Facebook. 2011.
http://www.facebook.com/warbyparker
Zenni Optical. 2011. http://www.zennioptical.com/

82. Thank you!