Build-A-Bear Workshop Campaign

Table of Contents ExecutiveSummary................................................................................
Situation Analysis.................................................................................
Company History..........................................................................................
Product Evaluation.......................................................................................
ResearchObjectives.......................................................................................
PrimaryMethodologies................................................................................
SecondaryMethodologies............................................................................
Summary of Findings...................................................................................
Consumer Trends..........................................................................................
Industry Trends.............................................................................................
Competitive Analysis...................................................................................
SWOTAnalysis..............................................................................................
Marketing & Communication Direction..........................................
Target Market Profiles..................................................................................
Brand Essence................................................................................................
Consumer Insights........................................................................................
Marketing Objectives, Strategies & Rationale..........................................
Communication Objectives, Strategies & Rationale................................
2013 Pawliday Collection.....................................................................
Creative Direction.................................................................................
Creative Brief.................................................................................................
Creative Concept...........................................................................................
Rationale.........................................................................................................
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Advertising Creative Executions........................................................
Microsite.........................................................................................................
Magazine Ads...............................................................................................
TV Spot...........................................................................................................
Guerilla...........................................................................................................
Interactive Pawliday App...........................................................................
Banner Ads....................................................................................................
Catalog............................................................................................................
Shopper Marketing.......................................................................................
IMC Tactics & Executions....................................................................
PR Stunt..........................................................................................................
Special Events................................................................................................
Contest............................................................................................................
In-Store Promotions......................................................................................
Partnerships...................................................................................................
Media........................................................................................................
Media Objectives & Strategies.....................................................................
Media Used...................................................................................................
Media Expenditure Recommendation Chart............................................
Evaluation...............................................................................................
Campaign Evaluation Measures.................................................................
Appendices.............................................................................................
Survey..............................................................................................................
IMC Flow Chart.............................................................................................
BudgetBreakdown........................................................................................
FiveThirty Agency:
Lauren Menichella
Katie Klempner
Anna Thorgerson
Christabel Belonwu
Erika Minor
Kelsey Schleicher
Kristy McLocklin
Tanzene Ali
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Family dynamic has changed drastically over the years; today, family members struggle to create and sustain
bonds with one another. As new developments in technology and media come forth in today’s society, they drive
wedges between the existing relationships family members have. However, the one distinct element that supports
bonds is tradition. Our agency, FiveThirty Advertising, believes that Build-A-Bear Workshop is the ideal medium for
discovering, creating, and supporting relationships as well as creating a new ‘family member’ to share their traditions
and create new memories with. The BABW experience not only provides a take-home incentive, but also illuminates as
well as BECOMES a family tradition.
Nothing will encourage guests to embrace the cheer of the season like the 2013 Pawliday Collection. Consisting of
companions from among the most beloved traditional characters such as precious Mr. & Mrs. Bear Claws and Frosty the
Snowman, the collection also extends to new original friends like the cold craving Snowlar Bear, who literally comes to
life in the most shivery weather; and lovably laughable Jingle the Elf, Santa’s right paw pal, who’s always humming his
favorite holiday tune around the workshop. And let’s not forget BABW’s most prized annual holiday collectables, the
high-spirited Holly Beary, mischievous Moosletoe, and playful Poinsettia Puppy. Guests won’t know who to outstretch
their arms to first, but one thing is certain, an addition to family tradition is headed home with them.
FiveThirty recognizes the benefits of Build-A-Bear Workshop as emotional, as well as a brand experience that
translates throughout all ages. BABW is a yearly holiday tradition that families need to be introduced to as not just a
shopping trip, but most importantly, as a bonding experience. FiveThirty’s “Build a Bear, Build a Tradition” campaign
incorporates both traditional and non-traditional media to redefine BABW’s image as a fun, interactive experience for
children as well as an experience that can strengthen parent- and grandparent-to-child relationships, all while making
lasting holiday memories.
FiveThirty’s research revealed three main elements of the target. First, because the target has on-the-go tendencies,
the access they have to TVs, video games, iPads, iPhones, computers, etc. while on the go and at home gives the BABW
brand a new opportunity to connect with consumers outside of the stores. Second, the quality time that parents spend
with their children is very important as well as a factor in how much parents spend on outings with their family; these
habits increase linearly during the holidays. As a result of increasing outings, families discover unique and special
traditions, which tend to come alive in children’s perceptions of the holidays. Lastly, research showed how important
furry friends are to children these days; they name their stuffed animals, take them everywhere they go, and become
the child’s best friend.
The Build a Bear, Build a Tradition campaign will distinguish BABW from the competition and inspire consumers to
discover and share the experience and memories BABW has to offer. The campaign will simply revamp already existing
holiday characters in addition to promoting these characters in a series of events. After the implementation of the Build
a Bear, Build a Tradition campaign, consumers will want to make Build-A-Bear a part of their yearly holiday tradition.
Executive
Summary
1

Company History:
Build-A-Bear Workshop, Inc. was founded in October of 1997 by University of Georgia graduate,
Maxine Clarke. She was inspired to create Build-A-Bear Workshop because of an unsuccessful search by
her and a friend for a specific Beanie Baby. Upon realizing that one could make these collectors items
themselves, the idea of Build-A-Bear Co. was born. The first store opened in St. Louis, Missouri and since
has expanded to 351 company owned stores and 91 franchised retail stores across the globe.
2013 marks the fifth year in a row that BABW was named a Fortune 100 Best Companies to Work
For. BABW remains to be the only global company with an “interactive make-your-own stuffed animal
retail-entertainment experience.” The concept appeals to a broad range of age groups and demographics,
including children, teens, parents, and grandparents. Stores are generally located in malls, and draw in a
wide variety of guests.
Build-A-Bear Workshop relies heavily on emails with their consumers to guide them in the creation
of their new products. Maxine Clarke receives emails daily with Guest concerns and suggestions to make
help the company improve in areas where they can be more successful. Clarke stays close to her consumers
by responding to emails herself or having an executive board member respond to emails. In making
consumers feel like they have a part in making a huge company decision, the brand has built a loyal base.
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Company History

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Product Evaluation:
When creating new products, BABW refers to their Cub Advisory Board to stay in tune with their
consumers. This board is made up of 20 boys and girls between the ages of 8 and 17 who give their honest
opinions on products. BABW shows them products and their responses help the company decide which products
to continue with and which ones to get rid of. Products range from bears, dogs, zoo animals, and donation
animals all the way to licensed characters such as Hello Kitty. Skins cost $10+ and include but are not limited to
smallfry, Mini Furry Friends, and $10 & $12 Animals. Accessories include clothing, shoes, sounds, Scentiments,
embroidery, and others such as headbands, purses, and sports gear. These optional additions range in price from
$2.50-$15.
The store experience includes an eight step process. First, at Choose Me, Guests can choose any furry
friend they want. Next, at Hear Me, Guests can choose from any pre-recorded sound to put in their furry friend
or they can record a personalized message to place inside their friend. Next, at Stuff Me, Guests get to pick a
heart and make a wish, then place it in their newly stuffed friend. After Guests’ friends are sewn up at Stitch
Me, they move to Fluff Me where Guests can clean their newly made furry friend before going to the Name Me
station to name and register their friend in case it gets lost. The last stations are Dress Me, where Guests can pick
any outfit and accessories, and finally, Take Me Home where Guests receive their personalized birth certificate
and cub condo.
Product Evaluation

Research Objectives:
What is the makeup of the target market?
- Demographics and Psychograpics
What motivates the target market?
- Core Value
- Buying Habits
- Media and Technology Consumption
What are the current trends in the marketplace?
- Consumer Trends
- Industry Trends
What is the competition?
- Products and Pricing
Primary Methodologies
On Site Retail Observations:
Observations were made at the Mall of
Georgia Build-a-Bear Workshop in Buford,
Georgia as well as at the Columbiana
Centre in Columbia, South Carolina. Site
visits provided an understanding of the
brand experience and how the process
works from “Choose Me” to “Take Me
Home,” as well as how Guests interact
with the product. Regular shopping
experiences as well as a child’s birthday
party event were observed.
Store Manager Interview:
Store management personnel were
interviewed in order to gain a stronger
understanding of BABW retail business
operations. In particular, Stephen, from
the Mall of Georgia, provided an all access
tour of the store, and shared valuable in-
depth information about business at the
store itself, the company and its products,
the target market, and current trends.
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Research

Target Market Interview:
In order to get relevant questions
and insight to construct a survey,
parents, children, and teachers
were questioned about pop
culture, trends, spending habits,
and holiday traditions.
K-5 Traditional Survey and
Observations:
300 children ages six to eleven at Hebron
Christian Academy Elementary School
were given an in-depth paper and pencil
survey about their favorite characters, tv
shows, etc., technology interaction, usage
and frequency, and holiday traditions.
Children and their conversations were
observed at recess to gain insight on their
interactions with each other, fashion, and
activities they enjoy.
Online Survey:
An online, in-depth survey was
constructed using Qualtrics.com
and distributed to members of
the target audience via Facebook
and email. A mixture of multiple
choice and short answer
questions were used.
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Secondary
Methodologies
Proprietary Sources:
- GfK MRI Data
- VALS Data
- Nielsen
- Yankelovich
- Experian Simmons
Secondary
Methodologies
Social Media Sites:
- Facebook
- Twitter
- Instagram
- Pinterest
- YouTube
-Blogs
Secondary
Methodologies
Online Websites:
- Buildabear.com
Secondary
Methodologies
Online Journals and News:
- Adage.com
- Trendwatching.com
- Globaltrends.com
- Creatingcustomerevangelists.com
Secondary
Methodologies
Build-a-Bear Workshop Research
Findings:
- Build-A-Bear Workshop Case Briefing
- Build-A-Bear Workshop 2004-2011
Annual Report
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Research

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Target Market:
To obtain a deeper understanding of our target, FiveThirty
Advertising employed a variety of strategies to discover their
personalities, habits, and preferences. Ultimately, FiveThirty
segmented the primary target into two primary targets: young girls
ages 7-12 and parents.
The online survey and the elementary school visit results
indicate that the young target strongly favors traditional holiday
characters such as Santa Clause and Rudolph. This insight shows that
traditions can make a strong impact on children because of the related
memories, which encourages the presence of family traditions.
Additionally, the online survey indicates coupons, promotions,
previous experience, and their child’s happiness as the main factors
that influence parents’ spending. Parents’ want and need of spending
time with their children while taking part in family oriented activities
became a clear insight, and as a result, they constantly look for ways
to create lasting traditions, especially during the holidays.
Summary of Research Findings
Media Trends:
All research strongly suggests that technology is part of both
target markets daily lives. On average, children spend a minimum
of an hour a day playing on their iPhone, iPad, or computer. Parents
also use technology to ease their busy schedules by using their
smartphones to stay organized. Social media is not out of reach for
children, as they stay connected and on top of the latest outlets such
as Facebook, Twitter, Instagram, YouTube, and Pinterest.
Shopping Behavior:
Another valuable piece of information found through
the online survey is that crowds are an issue for Guests. Guests
find it to be a hassle to go to the mall, especially during the
holiday season. The line and the crowd itself inside the store
was also an issue. It can be frustrating to push through and
avoid people, and can make potential customers shy away.
Characters:
In both the elementary school survey and online
survey, Santa Claus was consistently ranked favorite amongst
holiday characters, followed by Rudolph. With the popularity
of traditional Christmas characters, it is evident that traditions
still resonate generation after generation. In depth interviews
from teachers and parents provided insight into Elf on the
Shelf. Although not the most popular character in the surveys,
Elf on the Shelf was one of the most loved and popular
character this past Christmas.

Consumer Trends
DIY:
Do-it-yourself is an ongoing trend
among many individuals. Completing
a project from start to finish provides
a sense of accomplishment and
satisfaction. For kids it can be as simple
as tying their shoes, where as for
adults it may be bathroom renovation.
Nonetheless, the gratification and
happiness is still evoked. DIY appeals
to the desire for uniqueness which is
manifested in todays consumers.
Social-Lites and The F Factor:
The Social-Lites are the social elite of the online
world. They use their social networks as a
means to relay their experiences and opinions
around the world in a matter of seconds. Now,
more so than ever, people are talking about the
brands that engage and interact with them the
most. Social-Lites contribute to what is called
the F-Factor, which is the influence, which
friends, fans, and followers have on consumers’
purchasing decisions. The F-Factor allows for
like-minded consumers to discover brands
in common, provides more relevant product
recommendations, and gives more opportunities
for feedback from friends.
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Screen Culture:
Touchscreens and touchscreen devices
are becoming more mobile, cheaper,
prominent, and always “on.” Children
as early as age 2 start interacting with
touchscreens which has caused a
culture to emerge that is even more
personal, immersive, and interactive
than ever before. This Screen Culture is
an all-encompassing host to many other
consumer trends as well.
Status Stories and
Experience Cramming:
Status Stories typically were told by brands,
but now brands are looking to get consumers
to share their own status worthy stories about
their interaction and experience with the
brand. Brands use tactics, such as Experience
Cramming, to combine the largest amount and
broadest array of diverse experiences in order
to encourage the consumers to show and tell
the memories created by that brand. With
niche marketing becoming more prominent,
the need to create content and/or experiences
that will result in status updates, likes, shares,
tweets, and retweets is imperative.
Random Acts of Kindness:
Random Acts of Kindness is a way for
brands to reach out to their consumers and
surprise them by sending gifts, responding
to publically shared information (via social
media platforms), or simply show that they
care. With consumers sharing more of their
personal information online, it is easier for
brands to humanize themselves, interact,
and communicate with their consumers.
It’s not about rewarding or thanking
customers for purchases, shares, likes, etc.
or giving away free stuff, its more about the
randomness of being kind.
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Industry Trends

Marketing &
Communication Direction
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Devoted Denise & Busy Bobby:
Denise and Bobby are married with two kids. Denise
drops her kids off at school, and then rushes to work
as an accountant for a large firm. Bobby leaves early to
beat rush hour traffic on the way to his corporate job.
After a long day of work, Denise rushes home to prepare
dinner for her family. Bobby makes it home just in time
for dinner; he helps the kids with their homework before
they go to bed. Denise’s family is her life but she doesn’t
get to spend nearly enough time having fun with them;
so on the weekends, Denise likes to plan activities that
they can do together as a family. Denise and Bobby are
generally frugal but splurge on special occasions. Denise
dreads the holiday craziness. Bobby wants his kids to
remember the fun they have together rather than the
gifts that he gives them. More than anything, they want
to create lasting traditions with their loved ones.
Playful Penny:
Penny is a 3rd grader who loves all things pink,
fluffy, and anything princess related. She sleeps
with several stuffed animals at night; they
comfort her and keep her safe from any possible
monsters under her bed. She keeps up with pop-
culture and is obsessed with Justin Bieber. She
likes to watch TV and play games on her iPad at
night before she goes to bed. She is a happy child
who loves to play and make up stories about
her stuffed animals. Penny is silly and a little bit
sassy who thrives on magical adventures outside
the house. While Penny is treated like a princess
everyday, the holidays are extra special for her
because she gets to spend even more time doing
special holiday activities with her parents.
Primary
Target
Market
Profiles
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Rambunctious Ryan:
Ryan is one of the most pawpular kids in the 1st
grade. Ryan enjoys getting dirty, riding bikes, and
playing sports. He has a competitive spirit and he
also enjoys playing games on his iPad when he
needs some downtime. Though he may not treat
his toys with the utmost care, he still enjoys going
home to his best furry friends. They comfort him
after a long day and protect him from the occasional
monster under the bed. They make him feel that
he can be who he truly is. Ryan has a beary sweet
side that he reserves for his animals and special
occasions. This side comes out even more during
the holidays when he is blissfully happy helping
his mom make gingerbread cookies and cuddling
with his dad while watching his favorite Christmas
movies. These holiday traditions are something that
he looks forward to all year.
Secondary
Target
Market
Profiles
Papa Howard and Nana June:
Papa Howard and Nana June are retired and
usually live a fairly thrifty lifestyle. The big
exception is their grandchildren. They are always
looking for ways to spoil their grandchildren and
take every advantage of their visits by showering
their grandchildren with gifts. They enjoy making
memories and would like to have more experiences
with their grandkids. Creating an experience
that will last a lifetime is beary important and is
worth every penny spent. They can’t be with their
grandchildren everyday, so holidays are especially
important. Papa Howard and Nana June have
created their own special holiday traditions with
their grandchildren.
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Consumers in the target market are heavily into traditions. They enjoy creating traditions with their family
and participating in special projects. The adults like projects that can create memories and new experiences, whereas
the children are into having something fun to do. When it comes to the holidays, the research that was conducted
showed that people are still connected with traditional characters. Parents are connected with characters such
as Santa because of the memories they hold with that specific character. With that being said, they carry those
memories onto their children, which is why traditional characters will always be trendy. Gingerbread and candy
canes also remain popular because they are classic holiday traditions. Children enjoy making gingerbread houses
because it is something they can create and eat afterwards. This is also a fun thing for parents because they get to
share an experience and create a memory with their child. Candy canes are a symbol that the holidays are rolling
around. It is a candy that comes in many different flavors and is a special treat for kids of all ages.
The children in the target market are also extremely tech savvy. They know how to use tablets and how
to function various applications on cell phones. As technology quickly grows, the children in the target audience
grow with it making them the perfect target for products that use a technology related item. Even as times change
and technology advances, the research done among children and adults always brings back the theme of tradition.
With the magic of the holidays every year, families get together to celebrate and make long lasting memories that
they can cherish and have that special time with each other. Even when times are rough, tradition is key to bring
back the family.
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Consumer Insights

Marketing Objectives, Strategy, and Rationale
Communication Objectives, Strategy, and Rationale
Objectives:
- To increase traffic and seasonal sales by 15% by the end of the campaign.
- To increase average bags by 3% and HPG by 5% by the end of the campaign.
Strategy: To achieve these objectives, this campaign will use a heavy mix of promotions and special events to drive foot
traffic. Experiential marketing will be used to increase bags and HPG.
Rationale: Children exert the most buying influence, and parents/grandparents are more likely to purchase more items
and spend more money when they feel they are getting a deal. During the holidays when malls are exceptionally crowded,
it is important to provide an extra incentive in order to encourage spending. Family holiday traditions are viewed as very
important to both target audiences, and by encouraging them to incorporate building each annual collectable bear, BABW
can become part of their holiday traditions. Product offerings that have the nostalgia as well as the exclusivity factor are
most appealing to the proposed target markets.
Objectives:
- To establish awareness of the Pawliday Collection among 75% of the primary and secondary target audiences by the end of the campaign.
- To increase brand preference among 15% of the primary and secondary target audiences by the end of the campaign.
- To create positive brand attitude of BABW in 65% of the primary and secondary target audiences during the holiday season.
Strategy: In order to effectively and efficiently reach the proposed primary and secondary target markets, the campaign will focus heavily
on nontraditional media while still contributing to more traditional avenues such as print and television. A multi touchpoint campaign is
imperative in order to keep engagement levels up and maintain the attention span of the target. All tactics will focus on charm holiday cheer,
family traditions, and the interactive, exciting experience of bringing a new furry friend to life.
Rationale: Consumer trends and insight suggest that the best possible way to connect with the target audience is through a multitude of
platforms. Being fully immersed in social networks and online, members of the target audience enjoy sharing experiences with friends and
this campaign allows for BABW to humanize as a brand and do the same. Rather than talking at the target, this campaign seeks to involve the
target in the brand experience and create lasting memories and even traditions that can be shared through word-of-mouth or social media.
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The 2013 Pawliday
Collection
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Mr. Bear Claws, inspired by Santa himself, encompasses all
things Christmas including the optional featured Scentiment of
fresh baked Christmas cookies and the sound feature, “ho ho ho.”
Mr. Bear Claws’ skin has an extra pocket of fur that can be fluffed
into a big belly, and his bright rosy cheeks pop out against his plush
milk chocolate fur. He comes with an attached Santa hat, and his
foot displays an embroidered “ho ho ho” greeting. Accessories for
Mr. Bear Claws includes a two piece Santa suit, shiny black patent
leather shoes, and holiday plaid pajamas by Carter’s. Carter’s retail
stores will carry matching pajamas for boys as well.
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Mr. Bear Claws
$25.00
$12.00
$10.00
$7.50

Mrs. Bear Claws, modeled after the true Mrs. Claus, is a
loving accompaniment and compliment to Mr. Bear Claws and is
made of beautiful soft pink plush. Her paws are chocolate brown
and display her favorite treat of Christmas cookies, embroidered
on her left paw. To complete the look, Mrs. Bear Claws has an
attachedpolkadotbonnetandtinywireframeglasses.Additional
accessories include a velvet red dress trimmed in white lace
layered with an attached white apron with red snowflakes, shiny
white patent leather shoes, and a holiday plaid nightgown made
by Carter’s. A matching nightgown will be carried at Carter’s
retail stores for girls as well.
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Mrs. Bear Claws
$25.00
$10.00
$12.00
$7.50

Jingle the Elf originates from the ever so popular
“Elf on a Shelf”. His name, Jingle, results from his
optional sound feature of “Jingle Bells”. Jingle’s fur is a
unique light brown and features an embroidered elf shoe
on his left foot. To complete Jingle’s elf appeal, he comes
with an attached red and green striped hat with pointy
elf ears. Optional accessories include a red and green vest
adorned with jingling bells and a black belt, as well as red
and green jingle bell shoes to match his embroidering.
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Jingle the Elf
$18.00
$12.00
$7.50

Hello Kitty, a well-loved pop culture icon, has been
transformed for the holidays intoAngelica Hello Kitty. Girly
girls who love sparkles will love her beautiful, glittering,
white fur and her newly featured gold star. Angelica, being
of an angels’ descent, also comes with plush gold wings.
Accompanying accessories consist of a glittery golden halo
headband, a silky white princess dress with gold accents
trimmed in gold glitter, and gold glitter coated shoes.
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Angelica Hello Kitty
$23.00
$4.00
$12.00
$7.50

Rudolph and Clarice are the most pawpular
reindeer in the North Pole. These smallfries have soft,
smooth fur and love to play dress up. They are only
available as a Black Friday promotion. Rudolph has a set
of accessories consisting of a Santa hat, jingle bell collar,
red velvet cape, and reindeer slippers. Clarice has a polka
dot bow, jingle bell collar, red polka dot silk dress, and
matching red shoes.
Frosty is THE Snowman. When thinking
of winter, Frosty the Snowman is top of mind.
Being such a success in previous years, he is
making yet another comeback. This stuffable
Frosty comes with a gray hat, red scarf, and a
plush broom and pipe. Plus, his cheeks light
up and make a magic sound.
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Rudolph & Clarice
Frosty the Snowman
Black Friday Smallfrys: $5.00 each
Accessories $5.00 per set
$22.00
Accessories: $10.00
for the set

According to research findings,
polar bears are a favorite winter animal,
and appeal to consumers of different
religions as well as non-secular audiences.
Snowlar Bear will be an extremely soft
plush polar bear with baby blue fur.
When Snowlar Bear is cold, his fur is
sprinkled with bright blue snowflakes.
Snowlar Bear’s featured accessory is an
igloo made of sparkly white ice and large
enough for hibernation.
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Snowlar Bear
$18.00
$15.00

Annual Collectable
Holly, along with ivy, greenery, and
mistletoe are considered the traditional plants
of Christmas and inspired the creation of Holly
Beary. The Holly Beary Bear will be a moderately
soft stuffed teddy bear with emerald green fur.
Holly Beary Bear’s paws will have a picture of
a holly leaf embroidered on one and the year
“2013” on the other in order to distinguish it
from other characters. This will establish her as
a collectable bear.Accessories sold with this bear
will be a black headband with a red and green
plaid bow and a holly leaf, a red and green plaid
dress with a holly leaf belt, and black shoes with
holly leaves as the buckle.
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Market research and consumer
insight revealed that consumers are likely
to buy into the idea of collectable items.
FiveThirty Advertising believes that by
offering a line-up of annually released
pawliday collectibles, Guests will be able
to start a tradition of not only building
a bear for themselves each year, but also
donating to the Toys for Tots Foundation.
Holly Beary Bear
$20.00
$7.50
$12.00$4.00
The Collectable
Series

Future Collectable Recommendations:
Poinsettia Puppy, with her pristine white
fur, red ears, and red patch, is as bright and
cheery as the pawliday poinsettia embroidered
on her back paw and attached to her ear. The year
“2015” is featured on her other paw to symbolize
she a part of the annual Pawliday Collection.
Moosletoe is made of smooth dark chocolate fur
with red antlers to complement her red and green paws.
Her right antler displays a sparkly gold bow, to bring out
the golden embroidered “2014” on her back paw, which
signifies she is a member of the Pawliday Collection. Her
other paw displays an embroidered image of mistletoe
and can be seen magnified to the right.
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Moosletoe
Poinsettia Puppy

Creative Brief
Client: Build-A-Bear Workshop
Media/Communication Vehicle:
TV: 30 spot
Online: Social Media, E-mail Blasts, etc.
Print: Direct Mail
Out-of-Home: Guerrilla Marketing
Key Fact:
The holidays are a crazy time and
parents dread having to brave the crowded
mall.
Problem:
Parents don’t want to go through the
hassle of the crowds unless there is a reason
for the season. Parents need to be reminded
of the magic of the holidays that kids know
exists as well as show children the importance
of family bonding and traditions.
Objective:
To create an experience and to
encourage BABW as a new tradition.
Maintain relationships with loyal guests
and bring in new potential customers while
providing promotional incentives and
creating the holiday atmosphere to engage
children in the magic of the holidays.
Target Market:
Primary:
- Busy and loving middle-aged parents, who are
upper middle class and both working, are always
looking for ways to establish traditions and interact
with their children on the weekends.
- Pretty princesses at a beary young age of 7 to 12.
Secondary:
- Generous grandparents who love doting and
splurging on their grandchildren during long
overdue visits.
- The rowdy rascals ranging from 7-10 years old
who still enjoy personalizing their own furry
friends.
Insights:
The Christmas season is an important
time for families. All families celebrate slightly
differently and all have their own special traditions.
Traditions are very important and are passed
down from generation to generation. After all, kids
remember memories, not gifts.
Family traditions are an important part of
growing up. Kids will always remember the special
rituals that they did together as a family.
Promise:
BABW is a bonding experience for the entire
family that will continue even after leaving the
store and will result in a new holiday tradition.
Support:
Experience, Experience,
Experience; fun for the entire
family; caters to all types of
people, young and old; follows the
“Do It Yourself” trend; Paws on
experience that allows for creativity
and the use of imagination.
Mandatories:
- Logo
- Tagline
30

Creative Concept
“Build-A-Bear, Build A Tradition in our Winter Wonderland”
Build-A-Bear Workshop is the place to go during the holiday season
because it creates not only the pawfect present but also an experience and a
memory that will last a lifetime. At BABW, old and new traditions collide as
children bring their new furry friend to life. This experience creates a moment of
solace during a busy season where parents and children alike are given a reason
to embrace the season and create a new furbulous tradition.
Upon walking into BABW, Guests will be immersed into a winter
wonderland and feel as though they have stepped into the North Pole. Dangling
snowflakes will appear as if they are falling from the sky and sparkling lights
will illuminate the sign names. Guests can stroll down candy cane lane (provided
by Bob’s Candy Canes) as they make their way from each station amid the
fluffy snow along the ground. Gingerbread men will help guide Guests down
candy cane lane as they make their way from “Choose Me” to “Take Me Home.”
Partnering with The Gingerbread Construction Co., uniquely designed and
branded gingerbread house Cub Condo packaging will be provided complete
with stickers so kids can personalize their furry friend’s new home. Guests will
be greeted at each station by employees dressed in elf costumes to further create
the essence of Santa’s workshop in the North Pole.
The Creative Executions are inspired by the serene atmosphere of the
North Pole. Sky blues and frosty whites are soothing during the hectic turmoils
that can come with the holidays and allows the vibrant images to stand out on
their own. Snowflakes are used as accents to fully embrace the feel of a winter
wonderland. Reflected upon the traditional colors of the holiday season, reds
and greens are used for emphasis. Simplistic fonts are used in order to allow the
characters from the 2013 Pawliday Collection to stand out.
31

Rationale
This concept will resonate with parents that want to create lasting memories with
their children and don’t want to simply buy another toy. For children, the beary special
animal that they make is a new best friend; however, as they grow older and look back,
it will become a keepsake and a memory of family traditions. Build-A-Bear Workshop is
a place that families can escape from the madness and embrace the magic of the season
and holiday traditions new and old. The introduction of an annual collectable bear will
encourage families to incorporate BABW into their holiday traditions for years to come.
The partnerships with Bob’s Candy Canes and The Gingerbread Construction Co. will
also encompass the holiday spirit and remind families of century long holiday traditions.
32

Advertising Creative
Executions
33

Microsite
Guests are encouraged to visit www.furbuloustraditions.
comforalloftheupcoming2013pawlidayeventsandhappenings.
The ads along the bottom of the site will alternate as events take
place. Guests are also able to share their furbulous traditions with
BABW through this site.
34

Holly Beary Donation Ad:
This full page, four color, 8.5”X11”
ad showcases Holly Beary, who is the
first character from the annual collectible
series. The ad will circulate in magazines
such as Parent & Child Magazine, Parents,
Family Fun, and Discovery Girls.
Magazine
35

CeleBEARate the Pawliday 2013
Collection:
This full page, four color, 8.5”X11”
ad introduces each character of the new
2013 Pawliday Collection and invites
Guests to make Build-A-Bear Workshop
part of their holiday tradition. The ad will
run in Parent & Child Magazine, Parents,
Family Fun, and Discovery Girls.
Magazine
36

Spreading Pawliday Cheer:
Holidays are the craziest time of the year, and not
everyone enjoys being in the middle of the mall hustle and
bustle. Build-A-Bear Workshop employees, dressed in their
elf-like uniforms, will walk around the mall on December
21st scoping out crying children, frustrated fathers, miserable
mothers, and grouchy grandparents. In order to sprinkle
them with a little “pawliday” cheer and bring back the magic
of the season, employees will hand out smallfry teddy bears.
Attached to the bear will be a card with an invitation to the
local Build-A-Bear Workshop to receive $5 their first purchase.
Snowlar Bear’s Paw Prints:
Starting on November 25th, polar
bear paw print decals will be placed on
the floors inside malls containing Build-
A-Bear Workshops. Starting from 50 feet
away, the prints will create a path to lead
Guests to the store front. The paw prints
will be bright blue, the same color as
Snowlar Bear’s magical snowflakes. One
paw print will feature Snowlar Bear’s face
in the middle, as well as the words “Follow
Me To Build-A-Bear” on the toes, the other
print will showcase the campaign slogan
“Build A Bear, Build A Tradition.”
Guerilla
39

Winter Wipeout:
A winter themed gaming application, compatible
with iPhone and Android operating systems, will be
introduced on November 1st to jumpstart the campaign.
Theappisasimple,buttheinteractivegamegearedtowards
children and will entertain while increasing awareness of
the 2013 Pawliday Collection.
On the home screen, gamers can touch the “Choose Me”
button to select a character from the Pawliday Collection
to play with. Next they are directed to “Name Me” where
gamers can personalize their character. Finally, “Play With
Me” allows gamers to choose their snow vehicle. Options
consist of a sled, skis, or a snowboard. After choosing a
vehicle, the race down Snow Mountain begins. Characters
will navigate a downhill ski slope, careful to avoid collisions
with obstacles such as trees and ornaments. The obstacles
become more frequent and challenging and speed increases
as gamers progress through each of the 50 levels.
Interactive Pawliday App
40

Banner Ads
Banner ads, such as the two shown here, will be used to
communicate in-store promotions and events. They will appear
not only on Build-A-Bear and Bearville websites, but also mommy
blogger pages, YouTube, Yahoo, and Facebook.
41

2013 Pawliday Catalog
Walk into a Winter Wonderland:
A 12-page, full color catalog is scheduled to be mailed out to the
BABW Guest list on November 1, 2013 to kick off the “Build A Bear,
Build A Tradition” campaign. The catalog introduces each furbulous
character of the Pawliday 2013 Collection as they tell stories of their
own favorite holiday traditions.
42

Shopper Marketing:
In-Store Window Hanging:
In order to promote the 2013
Pawliday Collection, this full color
22”X28” ad will hang in BABW store
front window from November 1, 2013
through January 12, 2014.
43

PR Stunt
Snowlar Bear Takes Over Rockefeller Center:
To welcome December, Build-A-Bear Workshop will take over one
of New York’s most popular winter traditions: ice skating at Rockefeller
Center. On Saturday, November 30th, the Rockefeller Center ice skating
rink and surrounding area will be transformed into Snowlar Bear’s
personal winter wonderland of fun. Snowlar Bear will leave various
trails of distinctive paw prints from the BABW location on 5th at 46th, all
the way to the Rockefeller Center ice skating rink.
To set the scene, holiday songs will be playing, artificial snowflakes
will swirl around and accumulate to cover the ground, and a life-size
igloo will also be available for children to play inside and explore. BABW
employees, in their elf uniforms, will be spreading the pawliday cheer
by handing out Bob’s Candy Canes mini candy canes to guests stopping
by to ice skate. A pop-up BABW tent made to look like an igloo, will be
selling Snowlar Bear only and handing out coupons for $5 off of any
other character from the Pawliday 2013 Collection.
The stunt will catch a heavy amount of national buzz because the
event is taking place in a famously popular location in New York City and
BABW’s flag ship store location. Guests and Build-A-Bear employees
alike can share their experience on various social media platforms
(Facebook, Twitter, Instagram, Vine, etc.) The event will generate enough
buzz that ideally it will catch news coverage and lead to story writeups.
45

Special Event
Daddy Daughter Date Night:
Daddies hold a special place in their daughters’ hearts and
are always looking for a beary special memory to share with them.
On Sunday, December 8, 2013, Build-A-Bear Workshop will host a
Daddy-Daughter Date Night. Online registration will be set up for
one hour time slots so that Guests can pre-plan to attend the event
and shop with a minimum crowd. Daddies and their daughters
will walk into a winter wonderland, complete with Santa Claus
himself who will be available for photographs. Hot chocolate will
be served while Daddy-Daughter pairs are decorating their own
gingerbread cookies from The Gingerbread Construction Co.,
which will make for a pawfect holiday treat. The Pawliday 2013
Collection and coordinating accessories will be featured for the
night of the event, and guests who purchase a furry friend from
this collection will receive the beary adorable Blizzard, a smallfry
bear designed exclusively for this event. Current promotions will
aid in the increase of bags and HPG. Guests will also be informed of
the upcoming Winter Wellness Workshop and other future events
and promotions. Advertising for this event will take place through
email blasts, social media, and in-store POS signage.
47

Special Event
Winter Wellness Workshop:
Nothing is more of a tradition for the winter season than taking
care to stay well. Guests are encouraged to return to Build-A-Bear
Workshop with their furry friends on Saturday, January 11, 2014 to
attend the Winter Wellness Workshop sponsored by American Red
Cross. A doctor who specializes in furbulous teddy bear care will be
performing check-ups on BABW furry friends. A personalized “clean
bill of health” certificate will be printed and given to the child to keep
along with the previously received birth certificate. An American Red
Cross representative will be present to educate children on healthy
habits of hand washing, mouth covering, the prevention of germ
spreading, and tips for avoiding the cold and flu virus. Goodie bags
containing bandaid stickers, hand sanitizer, tissues, wipes, and treats
will be handed out to the first 50 Guests that attend. Nurse Pawla,
an exclusive smallfry bear designed specifically for this event, is free
to guests who attend and spend $20 or more in a single transaction.
Health and wellness accessories and clothing should displayed at
point of sale locations and winter clothing and accessories will be on
sale at promotional prices to encourage an increase in bags and HPG.
Advertising for this event will be in the form of flyers, in-store POS
signage, and social media.
48

Bearsagram Contest
From Friday November 29, 2013
through Sunday January 5, 2014 Build-A-
BearWorkshopwillholdthe“Bearstagram”
Contest. Guests are requested to post
pictures of themselves participating in their
favorite holiday activity or tradition with
their BABW furry friend from the Pawliday
2013 Collection and submit them via the
popular social media site, Instagram, using
the hashtag #furbuloustraditions. Three
winners will be selected at the end of the
contest and announced on the following
Monday using Instagram notifications.
The grand prize winner will receive a $500
BABWshoppingspree,secondplaceearnsa
$250 shopping spree, and third is rewarded
with a $100 shopping spree. Advertising
for this event will consist of in-store POS
signage as well as social media advertising
and banner ads.
Contest
49

50
In-Store Promotion
Black Friday:
For some families, it is a
tradition to go shopping on the day
after Thanksgiving for the best deals
of the season. On Black Friday, guests
can purchase a smallfry Rudolph the
Red Nosed Reindeer or gal pal Clarice
for only $5 while supplies last. Their
signature outfit sets will be available for
an additional $5 as well. Similar Black
Friday promotions have been successful
inthepastwithmoregenericplushitems,
so with offering a traditional character,
it is expected that the outcome of this
event will be even more of a success.

51
In-Store Promotion
Mr. & Mrs. Bear Claws BOGO:
From December 1st through December
24th, with the purchase of Mr. Bear Claws,
Guests are eligible to purchase Mrs. Bear
Claws at half price while supplies last. This
incentive will aid in the increase of bags and
HPG during the month of December. POS
8.5”X11” signage and digital ads online will
be used to advertise this promotion.

Partnerships
Bob’s Candy Canes:
BABW will be partnering with Bob’s Candy Canes to help turn BABW stores into a winter
wonderland.Candycanesaresynonymouswith the holidays,andareaperfectadditiontothe themed
store take over. Giant plastic candy canes will lead the way from station to station. Employees will
also hand out candy canes to Guests as they are leaving the store to sweeten the holiday experience.
BABW stores will also have an assortment of Bob’s Candy Cane Products available for Guests to
purchase.
The Gingerbread Construction Co.:
Building gingerbread houses is a family tradition that many families take part in
every holiday season. It is a fun way to spend time with your loved ones while making a
sweet treat. BABW will incorporate this tradition into their workshop as something that they
can share with their Guests. To do this, BABW will also be partnering with the Gingerbread
Construction Company. During the Daddy-Daughter Date Night event, Gingerbread men
will be available to decorate. In addition, Cub Condos will be branded with the Gingerbread
Construction design and logo. They will be brown with white writing and will come with
color stickers for kids to decorate with. Gingerbread Construction Co. will have an outpost
of gingerbread house kits available for purchase.
Carter’s:
BABW will be partnering with Carter’s for some of the accessories being offered this
holiday season. This partnership is a way to get kids to start building their own holiday
traditions. Mr. Bear Claws will have plaid pajamas as one of his accessories, therefore,
for the boys in the target market, Carter’s will sell a matching pajama set. For the girls in
the target market, Carter’s will sell nightgown that is accessorized with Mrs. Bear Claws.
The matching accessories is a way to make the children feel more connected to their furry
friend and make them feel that they are not only part of the family, but part of their holiday
traditions. Each year they can match their bears when celebrating the holidays with their
families.
52

Media Objectives:
- To maintain a base awareness
throughout the duration of the
campaign by reaching 45% of the
primary and secondary target markets
a minimum of three times a month.
- To increase awareness by reaching
55% of the target audience 3.5 times
during the months of November
through mid-January.
Media Strategies:
All media objectives will be achieved by using a mix of
both traditional media (television, print, and online) and
non-traditional media (social media, promotions, and
events). Social media will run throughout the campaign
to generate buzz about various events and give loyal
Guests an opportunity to interact with the brand. In order
to increase the awareness for the months of November,
December, and January, more media will be added to the
schedule, which will include television, online, guerilla,
and promotional events. During this time period,
advertisements will be focused on bringing more people
into the store and interacting with the products outside
of the store. BABW stores will be transformed into a
winter wonderland for families to immerse themselves
in the BABW culture and the social media contest will be
launched to encourage post-store involvement.
54

Television
55
Media Used:
In order to be cost efficient, a national cable and broadcast campaign will be introduced from November
1st- January 5th to run BABW TV commercials, which serve as a reminder to drive consumers to stores and
influence point of purchase decisions. These commercials will highlight the personal and enjoyable experience
BABW provides during the holidays in order to build a new tradition. The cable and broadcast networks chosen
are designed to effectively reach the BABW primary market of girls ages 7-12 and parents and secondary target
market of boys ages 7-10 and grandparents in a cost-efficient manner. These networks include: Nickelodeon,
Disney Channel, ABC Family, ABC, and CBS.
Nickelodeon is kids’ home base on the TV dial, where they revel in the adventures of being a kid. Nickelodeon
is known to celebrate kids and empower them to live their lives as an adventure! Nickelodeon provides what
kids what want most–excellent programming centered around the world famous Nicktoons and live-action
originals plus the latest in pop culture.
Disney is a basic cable and satellite network aimed at preschoolers, preteens, and teenagers. Disney Channel
provides a medium where kids can be entertained through television series like Phineas and Ferb, Freaky
Freakend, Good Luck Charlie, etc. According to TVworld.com, Disney Channel has also held the week’s top
5 TV telecasts in Kids 2-11 and the Top 22 in Kids 6-11. In addition, Disney Channel has levied its largest
competitive advantage and has outdelivered Nickelodeon by double digits for 74 consecutive weeks in Kids
6-11.
ABC Family is the premier destination for contemporary, quality entertainment targeting adults 18 – 49. ABC
Family redefines the family-friendly viewing experience with innovation original series and movies, sports,
and theatrical hits.
The American Broadcasting Company (ABC) is an American commercial broadcasting television network with
daytime talk/lifestyle shows, soap opera, news, and late night shows to effectively target adults 18-49.
CBS Broadcasting Inc. (CBS) is a major U.S. commercial broadcasting television network, which includes
primetime comedy and drama series, reality-based programming, made-for-television movies and miniseries,
theatrical films, specials, children’s programs, daytime dramas, game shows, and late-night programs. More
than 130 million people per week watch CBS’s total prime time network lineup. The Network has the #1
drama/scripted program - NCIS; #1 sitcom - Two and a Half Men; #1 newsmagazine - 60 Minutes; and #1
daytime drama, The Young and The Restless.
Cost Estimates: $684,328

56
Magazines
Media Used:
Five Thirty Advertising plans to use various magazine publications to
build awareness about the BABW events during the campaign. These publications
include: Discovery Girls, Parent & Child, FamilyFun, and Parents.
Discovery Girls is a destination for tween girls to connect with one another. The
magazine is created by girls ages 8-12 that feature articles dealing with real life
situations. This magazine provides a community for girls to interact and share
ideas to empower them to celebrate who they are and strive to realize their
potential. Discovery Girls is distributed in the US and Canada through bookstores
and grocery stores. Ads will run on a full page spread in the Oct/Nov and Dec/
Jan issue of the magazine.
Parent & Child is the #2 magazine among all measured magazines for purchases
made. Parent & Child helps parents guide their children from daycare through fifth
grade with joy and confidence through its exciting articles and unique resources.
The magazine has a base rate of 1,300,000 with a media demographic average age
of 36.7. Ads will run on a full page spread in the November and Dec/Jan issues
of the magazine.
FamilyFun is a magazine for parents with children ages 3-12. FamilyFun is an
ideabook for all the exciting things families can do together and provides creative
activities, family travel, learning projects, and other clever ideas. Ads will run on
a half page spread in the December issue of the magazine.
Parentsisoneofthetop10familymagazines,whichassistsparentsinunderstanding
issues and challenges that are important to them. The magazine has a base rate
of 2,200,000 with a media demographic age of 34.4. Ads will run on a half page
spread in the November issue of the magazine.
Cost Estimate: $294,755

Social Media
Social marketing will serve as another means to extend the BABW experience and
support the “Build a Bear, Build a Tradition” campaign. BABW will use social media
throughout the campaign from November 1st till Jan 15th in order to build awareness of
the BABW promotional events and contests while establishing an on-going social presence
while targeting mothers, fathers, and grandparents of kids ranging from ages 7-12.
Social media will allow the opportunity for BABW to interact and track its customers
with the help of online tools that assist in measuring impressions, click through rate, data
on viewers who clicked through, and various consumer trends on social media platforms.
Through social media, these consumers can develop a closer relationship with the brand.
Social media platforms like Facebook, Twitter, and Youtube will be used to announce
various promotions and various content that will be updated frequently. Instagram will be
used to host the contest and consumers will have a more personal experience with the brand.
Developing a deeper relationship with consumers comes with a deeper responsibility.
Social media will be operated in terms of a continual involvement with consumers, and
content will be updated carefully and frequently.
Cost Estimate: $0
Media Used:

Interactive Media
Media Used:
According to the audience snapshot available onAlexa Web tracking,
the Build-A-Bear website is visited more frequently by females who are
in the age range 35-44 and have children. On average, the BABW site has
over 1 million unique visitors. These visitors spend approximately six
minutes per visit to the site and 33 seconds per page view. BABW visitors
view 8.0 unique pages each day on average. Interactive media will immerse
consumers in the digital experience with the Build-A-Bear brand. This
interface will also connect to the target market through the digital platform
of mobile phones and the Internet with the help of the microsite, mobile
application, email blasts and banner ads that run on bearville.com, mommy
blog sites, Facebook, Youtube and Yahoo.
Cost Estimate: $286,349

Media Expenditure Recommendation Chart
Experiential Marketing Expenditure
BABW Store take over; Cost based on 350 stores $379,866
- Labor: $44,800; $8/hr rate
- Production Costs: $525,000; $1500 per store
- Partnership : (-$189,933)
Daddy Daughter Date night $100,000
Cost based on top 100 stores in the US at $1000 per store
Winter Wellness Workshop $450,000
Cost based on top 100 stores in the US at $4500 per store
- Gift bags: $2000
- Small fry: $2500
Total $929,866
Interactive Media Expenditure
Main Website $0
Banner Ads $80,000
Microsite $110,000
- Based on 2 distinct microsites for websites
Mobile App $96,349
- Game Development: $90,000
- Web Services: $3,000
- Game Center: $1,000
- Share Capabilities: $1,000
- iPhone4 Capabilities: $1,250
- Apple annual fee: $99
Total $286,349
TV Expenditure
Nickelodeon $63,732
Disney Channel $76,596
ABC Family $144,000
CBS $200,000
ABC $200,000
Total $684,328
Social Media Expenditure
Facebook $0
Instagram $0
Twitter $0
Youtube $0
Total $0
Print Expenditure
Parent & Child Magazine $84,150
Parents $96,160.50
Family Fun $100,844
Discovery Girls $13,600
Total $294,755
Promotions Expenditure
Direct Response $175,000
Email $0
In-Store Marketing $7,500
Guerilla $45,000
Rockefeller PR Stunt $100,000
Prizes $850
- Bearstagram Contest
Total $328,350
Total Budget for Campaign= $2,532,647.50
57

Campaign Evaluation
Measures
Interactive Media:
To analyze the traffic to our interactive
media tactics, the Alexa Site Audit and
an internal tracking system will be used
to monitor the traffic to the Microsite. For
the mobile app, FiveThirty Advertising
plans to measure its usage by keeping
track of the number of downloads made.
In addition, a database will be created
to input the emails and demographic
information of consumers who visit the
site. In sum, this will effectively evaluate
current consumers for future tactics.
To effectively measure the success of the
campaign against the marketing and
communications objectives, FiveThirty
Advertising will utilize a mixture of ongoing
and time specific tactics that will go beyond
sales at the national and regional level in order
to evaluate the effectiveness of each channel
used – experiential marketing, interactive
media, promotions, print, social media, and
television. The evaluation methods will be
implemented throughout the campaign and at
the end of holiday season to track the success
in delivering the campaign’s promise to its
respective target markets.
Experiential Marketing:
To fully evaluate the store
transformations, Daddy-Daughter
Date Night, and Wellness workshop,
a clipping service will be hired to
track and analyze news coverage
including blogs, forums, and twitter
mentions from store locations.
FiveThirty Advertising plans to
monitor the rate of return after the
coupons are distributed after the
Daddy-Daughter Date Night and the
Winter Wellness Workshop.
59

Print (Magazine):
In order to effectively
measure the success of the
magazine advertisements,
FiveThirty Advertising
plans to monitor the sales of
BABW sales nationally and
regionally from customer
responses to the in-store
surveys distributed. Social Media:
For social media, FiveThirty plans to
calculate the number of individuals who
participate in online BABW conversation,
i.e. friends, fans, followers, etc. on Facebook
and Instagram after the contest is launched
to the public. The #furbuloustraditions
hashtag will be monitored throughout
the campaign to evaluate success and
involvement with the Bearstagram
contest. An ongoing content analysis
will be conducted to track responses and
popularity of the campaign and product
usage on chat rooms, mommy blogs,
Facebook, Twitter, Instagram, Youtube and
other editorial coverage.
Television:
Nielsen ratings will be used
to measure the amount of
households viewing the BABW
television spots on networks
like Nickelodeon, ABC family,
Disney Channel, CBS, and ABC.
The spots will also be evaluated
by a clipping service to monitor
the effects on mainstream media.
Promotions:
For the direct mail pieces, FiveThirty
Advertising plans to track the number of
coupons mailed out to households, the rate
of return for these coupons, and the product
purchased with coupons. This will be done
to ensure no monetary loss incurred from the
coupons distributed. For the Guerilla tactic,
customers’ responses and mentions in blogs
or social media will be monitored as these
responses indicate the influence of the tactic in
bringing them to the nearby stores. In addition,
ongoing evaluations that require measuring the
national and regional sales of BABW products
with past holiday tactics will be conducted to
determine the success of the campaign.
60

62
Sampling of Online Survey Questions

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