2 points oh yeah

1. AaronJames
Introto Advertising
Uncle Dan’s Outdoor Store and Campers in Chicago
Target Audience: Campers in Chicago
Targets Psychographic Summary
 Enjoys camping
 Desires to be outdoors
 Wants children to enjoy outdoors way they do/did as kids
 Enjoys time away from society
 Wants fair price
Targets Demographic Summary
 Gender:
 Marital Status: Married
 Age: 35-55
 Income: $50,000+
Psychographic:
Camping is taken up much of America as an activity to participate in during free time. In
fact in 2016 over 40 million Americans went camping in one way or another. (2017 Camping
Report) There’s many reasons to camp. It’s a time when a family could get away from the world
of structured society for a bit to enjoy the more natural parts of the world. It also provides a good
chance at exercise if you decide to hike some trails while out in the wild. For people who enjoy

2. AaronJames
Introto Advertising
camping it offers an opportunity to meet more people who are interested in some of the same
things you are if you go to more frequented campgrounds. This was backed up when outdoor
participants aged 6-24 were questioned about their reasoning for outdoor activity, all of these
were in the top five. It also mentions that only 38% of adults who had outdoor experience as
children still currently participate in outdoor activities. (2018 Outdoor Recreation Report) When
preparing for camping trips 67% of campers said they make their camping purchases ahead of
time in preparation for the adventure. This is followed by 37% saying they went to a store to
purchase an item without any prior research online. (2017 Camping Report) This would seem
like customers would prefer a camping store with knowledgeable employees who can assist them
in finding what items best suit the trip they are about to take.
Demographic:
Uncle Dan’s goal is to sell camping and outdoor gear. To get rid of the most
product the target demographic will be white married couples aged 25 and up, who make
$50,000 a year or more. Married couples 25 and up are more likely to have children. Adults with
children in the household between the ages of 1-17 participated in camping 8% more than those
without kids. More family member’s means spending more money to make sure everyone is
ready to camp. (2017 Camping Report.) The age range of 25 and older was chosen because that
encompasses 65% percent of the outdoor activity recorded. A household income of $50,000
would seem appropriate as it covers 66% percent of camper’s income range. Uncle Dan’s sells
quality gear and if you got any lower it may be out of their price range. The higher income
brackets are also targeted this way, and seeing as 32% of the outdoor activity was by people with
an income of $100,000 or more, it would be smart to include them. (2018 Outdoor Recreation
Report)

3. AaronJames
Introto Advertising
Geographic Target:
Chicago, Illinois is the geographic target of Uncle Dan’s. When viewing the map
provided on the resource page you can see that 9 Uncle Dans stores are located right by Chicago,
with two of them even being in it. With the reputation of quality and friendly service that Uncle
Dan’s has it is not unreasonable to think people will travel a little bit to make sure they shop at
the best stores.
Uncle Dan’s Outdoor Store Company Profile
Purpose, Mission, and History:
Uncle Dan’s Outdoor Store aims to equip people for their outdoor needs, whether it be
more or less strenuous and demanding of a task they need to perform. Uncle Dan’s doesn’t just
want to provide gear for the outdoors, they want quality products that would be used by
customers and themselves alike. This has been their goal since 1971 when founder Brent Weiss
and his older brother lost their uncle whose store they worked at. This drove them to create their
own business with the hope to equip the people of Chicago with the proper gear to explore the
outdoors.
Products:
Uncle Dan’s carries products needed when outdoors, such as camping, and carry a
plethora of each. Just for tents they carry more than 20 different styles. The prices can vary with
some tents running about $160 while some are up to $400. You never have to worry about being
cheated on pricing when you shop at Uncle Dan’s as we offer a Fair Price Promise, and will
match the price of any legitimate item from a competitor.

4. AaronJames
Introto Advertising
Locations:
Uncle Dan’s offers nine locations for you to possibly shop at. Eight of which are located
within Illinois and one is found inside of Glendale, WI. This keeps a lot of the business in the
same area and lets Uncle Dan’s have a better hold on sales.
Why Campers are the Perfect Target for Uncle Dan’s
Campers in Chicago are the perfect target for Uncle Dan’s. Campers want to explore the
outdoors and be able to brave the elements as proficiently as possible. Uncle Dan’s wants to
make sure those campers are satisfied with the money they spend to meet that goal. That’s why
Uncle Dan’s carries a large assortment of products specializing in the outdoors such as tents,
coolers, flashlights, trail bags, and many more items. The Fair Price Promise that Uncle Dan’s
provides makes sure that you get what you want for the best possible deal by taking any price a
competitor is found offering and matching it. With eight of the nine locations being in Illinois

5. AaronJames
Introto Advertising
and two of those eight being in Chicago, Uncle Dan’s is in the perfect place to do business with
the outdoor enthusiasts of Chicago.
Media Plan Recommendations
For radio I chosethe Hot Adult Contemporary station as well as a country station
both broadcasted from Chicago. I choseHot AC as it is one of the most popular
stations and has shown good growth over the last few quarters. With it being one
of the most popular stations I choseit for the AM daypart in hopes that people
would catch ads for Uncle Dan’s on their morning commute. I chose15 ads for
Hot AC and would do an ad every other day, allowing for the ads to play for
around a full month. I bought the same number of ads for the country station in
hopes that those listening to the country station are people of the outdoors who
would be interested in a store such as Uncle Dans.
Magazine Name Cost Per Ad Ad Size Ad Position Number of instertions Total Campaign Cost C
Outside Magazine 31,555.00$ 1/4 page Inside 3 94,665.00$
Chicago Magazine 17,000.00$ 1 page Inside 4 68,000.00$
24,277.50$ 7 162,665.00$Magazine Totals/Avg

6. AaronJames
Introto Advertising
For magazines I did Chicago and Outside Magazine. I choseOutside Magazine as
it is one of the largest outdoormagazines there is, and the demographic reading an
outdoormagazine would surely be interesting in camping too. I recommended a ¼
page ad for Outside as it was a pricey magazine to purchase ads for. I wanted
multiple insertions so I kept them small to help with cost. ForChicago Magazine I
took out 4 full page ads. The costof advertising in Chicago Magazine was cheaper
so I took out full page ads. Seeing as Chicago is the main area im targeting I
thought putting the biggest ads possible in the magazine would help it to be
noticed.
Media Vehicle No. of Ads Total Cost CPM
Magazines
Outside Magazine 3 94,665$ 12.62$
Chicago Magazine 4 68,000.00$ 29.67$
Magazines Totals/Avg 162,665$ 21.15$
Radio

7. AaronJames
Introto Advertising
WORKS CITED
2017 Camping Report, The Outdoor Foundation
2018 Outdoor Participation Report, The Outdoor Foundation