The document provides details on the development of an integrated marketing communications (IMC) plan for an indoor playground business called Outside In. It includes a situation analysis covering company background, research conducted, target market definition, and the campaign overview. Secondary research explored benefits of physical activity and trends like safety and multiplay systems. Primary research through surveys and interviews found parents value safe, creative play spaces and desired equipment like climbing structures. The target market is families in La Crosse, WI with household incomes over $60,000 and children under 13. The IMC plan includes print ads, social media, promotions, and publicity to drive brand awareness and interest.

1. Epiphany Agency · MKT365 Promotions & Advertising Management · Fall 2016
From the ground,UP
OUTSIDE IN

2. TABLE OF CONTENTS
EXECUTIVE SUMMARY ................................................................... 1
SITUATION ANALYSIS ...................................................................... 2
COMPANY BACKGROUND ................................................. 2
INTERNAL & EXTERNAL ANALYSIS .................................. 3
SWOT ...................................................................................... 4
RESEARCH .......................................................................................... 5
PRIMARY RESEARCH .......................................................... 5
SECONDARY RESEARCH ................................................... 5
KEY INSIGHTS ..................................................................... 6
TARGET MARKET .............................................................................. 7
CREATIVE BRIEF COMPONENTS .................................................. 8
CAMPAIGN OVERVIEW .................................................................... 9
PRINT ...................................................................................... 10
SOCIAL MEDIA & INTERNET ............................................ 12
PROMOTIONS ....................................................................... 13
PUBLICITY & PUBLIC RELATIONS ................................. 14
MEDIA BUDGET ................................................................................ 15
MEDIA FLOWCHART ....................................................................... 16
MEASUREMENT & EVALUATION .................................................. 17
AGENCY BACKGROUND ................................................................ 18
REFERENCES & ACKNOWLEDGEMENTS .................................. 19
EXECUTIVE SUMMARY
1
Epiphany Agency conducted various research in order to develop a com-
prehensive IMC program to run from January 1 to December 31, 2017
to drive brand awareness and interest for Outside In, an indoor play-
ground business opening in La Crosse. Overall, the campaign "From
the Ground Up" captures the business's purpose to stimulate physi-
cal and mental activity while fostering growth in parent-child relations.
Both secondary and primary research were conducted to guide the
strategic positioning and development of Outside In's IMC plan. Sec-
ondary research explored the importance and benefits of physical ac-
tivity and common trends in the play industry such as multiplay systems
and heightened safety concerns. For primary research, a survey was
e-mailed to UWL professors known to have small children and person-
al interviews were also conducted. Research questions assessed per-
ceptions of physical activity importance as well as what was valued and
worked well in a playground-type setting. Respondents indicated pref-
erences of creativity-inducing, high quality, and age appropriate facili-
ties with clear entry and exit points. Some respondents also highlighted
specific equipment that would be desired: slides, climbing structures,
and hidden places to explore. Thus, incorporating a multiplay system
will allow Outside In to keep up with the changing preferences of chil-
dren and remain competitive amongst similar businesses in the area.
TheIMCplanfocusesonconnectingwithparentsthroughFacebook,host-
ing a variety of events such as a food truck to promote healthy eating or
in-house yoga, and offering promotions for school fieldtrips, early clients,
and a recoccuring discount day for non-members to visit to drive word-
of-mouth and public relations initiatives. In an effort to differentiate Out-
side In amonst other company mailers, all direct mail pieces are designed
to be playfully vibrant and interactive to entertain household children.
Lastly, additional recommendations along with a SWOT analysis,
creative strategies, media plan budget and flowchart will be fully
discussed throughout the report.

3. COMPANY BACKGROUND
2
OVERVIEW
As a start-up venture by Casey and Josh Paletta, Outside In is the first indoor family recreation center in La Crosse. Once a location is secured, the
facility will be filled with jungle gyms, soft contained play structures, slides, and imagination-inspiring play areas to cater to children 13 years old and
under. No longer are parents confined to ideal weather conditions and limited hours and days of operation. Outside In will be open for clients via
electronickey-cardaccessfrom8:00AMuntil8:00PMeverydayoftheyear. Ontopoftheamenitiesandhoursofoperation,OutsideInisintentionally
designed to entertain and engage the whole family by offering comfortable waiting areas with WiFi, coffee, and an ample assortment of seating.
TARGET MARKET
Primary -- Adults in the La Crosse area with small children (household income above $60,000)
Secondary -- Grandparents, neighbors, nannies/babysitters, school teachers, and child care providers
POSITIONING
Outside In can be positioned as a convenient, safe, and accommodating alternative to traditional playgrounds or out-
door parks. It is in an enclosed and secure location which is available every day for twelve hours with the electron-
ic access. Weather conditions, busy schedules, and limited days of operations essentially no longer have to dictate how fami-
lies stay active. Finally, Outside In provides a unique space for parents and guardians to relax and work while their child is at play.
INDUSTRY
Outside In falls into the “Children’s Fitness Center” industry which has been growing at an annual rate of 2.0% over the past five years
(Turk, 2016). As demand is primarily driven by children ages nine and under, the market is expected to continue to expand in the com-
ing years as this population growth continues. Notably, the market is highly fragmented due to the niche strategy many companies employ
from particular age demographics to activities (Turk, 2016). Finally, the following characteristics are the key success factors in the industry:
Effective product promotion Economies of scale Provision of appropriate facilities
Easy acces for clients Experienced work force

4. SITUATION ANALYSIS
3
STRENGTHS
Outside In’s relatability and credibility is heightened as a business
operated by a family for families. The company has an optimal bal-
ance of experience with Casey specializing in daycare/children and
Josh’s background in business. Not to mention, the company’s stron-
gest competitor is over 30 minutes away in Winona, Minnesota which
provides plenty of market opportunity in La Crosse County. To combat
the trend of unhealthy choices/childhood obesity, Outside In allows
guests to bring in their own snacks and accoommodate any dietary
needs that way. Lastly, Outside In caters to children and adults alike
with play equipment and then comfortable chairs, coffee, and Wi-Fi.
OPPORTUNITIES
Outside In could partner with local schools or educational programs
by sponsoring school events or fieldtrips where the children could
experience the facility first-hand. If promoted properly, parents will
learn about the business through event advertising or WOM from the
children. To entice and accommodate parents, food or beverage ven-
dors, like a Starbucks self-service coffee machine, could be includ-
ed. Offering private areas for birthday parties or group gatherings
would be a popular attraction as well, creating a controlled environ-
ment for families to celebrate. Outside In could further increase their
partnerships with the community by inviting other business op-
portunities to connect with the children such as a class with Root
Down Yoga or a craft night with Michael’s. Lastly, Outside In
could sponsor a food truck event to promote healthy lifestyles
and furnish attendees with recipes and tips for healthy eating.
WEAKNESSES
The lack of staffing makes Outside In reliant on the honor system for
guests to be respectful of both the rules and space itself. Immedi-
ate site maintenance for broken equipment or spills does not exist
which threatens to create unsanitary/unsafe play areas. Furthermore,
there would be no prevention to overcrowding. Because Outside
In is not a daycare facility, the hours of visitation will be limited and
even more congested. Parents will have to coordinate play around
work and school schedules which are likely to be similar for most fam-
ilies. Finally, pets are not permitted within the building which is a dis-
advantage when competing with traditional parks and playgrounds.
THREATS
A major threat that Outside In faces is competition from the YMCA, She-
nanigans, and the Children’s Museum. As a start-up company, previous
advertising and a brand identity have not been created so consumer
awareness is slim-to-none. On the contrary, the YMCA, Shenanigans,
and the Children’s Museum are well-known for their work with children
and the community in the La Crosse area. This raises the barriers to
entry for Outside In. Additionally, the YMCA and Children’s Museum
provide large, indoor spaces, and they already have multiple partner-
ships with other businesses to bolster their success. Finding compa-
nies to form relationships with may be difficult—most want partnerships
that can market their business on a larger scale. With little ground
covered and a lack of visibility in the community, partnering with Out-
side In may be seen as more of a risk than a reward. Not to mention,
indoor, membership-only playgrounds are a new concept in La
Crosse and trial cannot be guaranteed by families who may be
stuck in their routines of playtime.
Internal Environment
External Environment

5. 4
SITUATION ANALYSIS
SWOT
Family-centered (credible/relatable)
Flexible hours
Owners have diverse background ex-
periences to pull from
Members bring their own food (permits
for healthy choices)
Closest direct competitor is 30+ min-
utes away
Safe, enclosed space for kids
STRENGTHS
Lack of staffing jeopardizes
safety & security
Prohibition of pets
Potential for overcrowdding during
rush times
Lack of brand reputation & aware-
ness as a new business
Deficiency of business partnerships
WEAKNESSES
Local school partnerships (fieldtrips)
Private rooms for parties
Coffee machines for parents (Star-
bucks)
School volunteer opportunities for dis-
counts/vouchers
In-house events (yoga, exercise class-
es, craft nights, etc.)
Food truck event to promote healthy
choices
OPPORTUNITIES
Established businesses in La Crosse
(YMCA & Children’s Museum)
Abundance of free parks in La
Crosse
Complacency by parents in the area
- not willing to try the indoor play-
ground concept
THREATS

6. OBJECTIVES
Determine recreational activity preferences and values of parents Assess current levels of play and involvement
Ascertain parent’s preferred mediums of contact to learn about events Discover benefits of exercise for children
5
RESEARCH
SECONDARY RESEARCH OVERVIEW
Academic, competitive, governmental, and industry sources were eval-
uated to gauge the current situation in playgrounds and exercise. Es-
sentially, studies found that physical activity is extremely important to
children’s overall health, body weight, and cognitive performance. Ex-
ercise has even been proven to reduce rates of depression and insom-
nia. The CDC recommends children engage in at least 60 minutes of
physical activity each day, but childhood obesity rates reaching 17.7%
for 2-11 year olds suggest few are successfully attaining this guideline.
Common trends in playgrounds include an emphasis on safety and the
multiplay systems. Many playground designers are now adding rubber
“safety” flooring to protect children when they trip or fall. The other ad-
vantages of these tiles include the visual appeal, increased longevity of
playground equipment, and hygienic quality. Furthermore, a multiplay
system is the modern solution to engage and challenge kids in a fun
way. Multiplay systems incorporate various modules such as, swings,
rock walls, climbers, monkey bars, balancing stones, and slides.”
More or less, secondary research findings highlight current trends
with multiplay systems and safety considerations. The collected
data on childhood obesity and exercise requirements and perks will
help with promoting Outside In's benefits to concerned parents.
PRIMARY RESEARCH OVERVIEW
A survey was distributed via e-mail to a convenience sample of twelve
UWL professors known to have younger children. The response rate
achieved was 67.7%. Interestingly, all eight survey respondents rated
physical activity for their child as "fairly important" or above; however,
more than half of the respondents admitted to facilitating an hour or
less of this activity each day. There is clearly a gap in what is desired
or seen as optimal in relation to what is actually achieved in terms of
physical activity and play for children. Important aspects of a playful
environment were the encouragement of freedom and creativity, but
also a safe space where parents could trust their child to roam inde-
pendently. Climbing structures, swings, and slides were seen as com-
monalities among desired equipment in play areas. Notably, none of
the respondents had visited The Playground in Winona, Minnesota.
Four direct interviews were conducted with employees at La Crosse-
based family recreation institutions or a related field such as pri-
mary education. One trend was made clear: many play options in
the La Crosse area do not facilitate interaction between both par-
ent and child. Most often, activity areas are separate or do not ex-
ist at all. Parents utilize these places to drop their children off and
accomplish other tasks such as work or their own physical activities.
While a healthy mind and body are also important for parents, the
interviews revealed that play areas do not provide adequate resourc-
es for simultaneous interaction between parents and their children.

7. KEY INSIGHTS
Combining both primary and secondary research, it is clear that interactive play facilities must contain two main components: a gym-
like feel for more physical activity and a space for engaging and creative processes. Knowing this, Outside In can tailor its busi-
ness to supply for both. A need exists as parents wish to provide their children with a more active and fun lifestyle, yet cannot seem to
block out enough time to do so because of scheduling conflicts or disengagement. By creating an atmosphere that facilitates ben-
efits for both parent and child, parent's schedules and desire for more inclusivity and exercise will be accommodated. Recognizing
what play features are important to parents as well as what is enjoyed by children can also help in designing the interior of the business
and influence purchase decisions of equipment. Lastly, knowing that none of our survey respondents have visited The Playground sug-
gests that Outside In will not have to promote as heavily in La Crosse to compete with The Playground, saving both time and expenses.
6
RESEARCH
100%
respondents rate
physical activty as
fairly to very import-
ant for their child
50%
respondents organize
less than 1 hour of
daily phsyical activity
for their child
100%
respondents have
NEVER been to The
Playground in
Winona, MN
CDC
recommends
at least 1 hour
of physical activity
each day
Values of
modern play-
grounds: safety,
variety, creativity,
& inclusivity

8. 7
TARGET MARKET
TARGET MARKET
As Outside In looks to establish its brand, develop awareness, and differentiate itself from competing firms and venues in the La Crosse area,
knowing the consumers most in need of its services is crucial for success. In the La Crosse area, there are a total of 27,373 families with which
to target. Of these families, nearly 83% have an income higher than $35,000 per year; however, Outside In should be mindful of the roughly 18%
who receive less than this in determining pricing strategies. Additionally, there are 14,226 children that are elementary school age or below.
These children attend one of the 24 elementary schools in La Crosse county, indicating great opportunity to create partnerships. Moreover,
the U.S. Census reports the median income of La Crosse County as $50,769 with the unemployment rate at a notable 4.70%. With part of the
population handling both a career and family, it is no wonder there are 48 childcare providers in the area (another source for partnerships).
With such a vast potential target market, it's necessary for Outside In to further narrow down their primary clientele. Targeting all families
with students enrolled in one of the 24 schools is certainly an option, but is not cost-effective for all IMC components. Outside In can get
more specific by targeting families from a higher income bracket (household income of $60,000 a year and above) with children under the
age of 13 to ensure they are reaching those who have the disposable income and reason to pay for membership. This focused primary
market will help manage wasteful printing and save expenses on postage for the seasonal direct mailings the IMC campaign recommends.
However, Outside In can cost-effectively target all parents with children between the ages of 5-13 through the Internet. The average Amer-
ican child, age 8 or above, spends roughly seven hours per day with screen media. Creating online ads that are interactive can effectively
engage this audience. Children have the potential to influence 98% of family entertainment choices. Therefore, if Outside In’s online pres-
ence is successful, the opportunity to accumulate new patrons is heightened. Using descriptive/action words along with bright colors cre-
ates positive associations and understanding, and pictures, graphic examples, and short sentences have proven to compell this audience.
Parents also rely on the Internet to learn about opportunities in the La Crosse area. TV, radio, and news are also utilized, but as 75% of parents
use social media for parenting-related information and support, this is a solid route for reaching this consumer. Interestingly, of online parents,
75% use Facebook. Mothers are the most likely to use (81%), yet fathers retain a commanding presence (66%) as well. On average, 94% of
these users share, post, or comment on Facebook, and each has an average of 150 “friends.” About 33% are actual friends and the others are
work colleagues, children, neighbors, or family. For this reason, Facebook provides potential to reach a vast audience of possible customers.
Primary -- Adults in the La Crosse area with small children (household income above $60,000)
Secondary -- Grandparents, neighbors, nannies/babysitters, school teachers, and child care providers
[ ]

9. 8
CREATIVE BRIEF COMPONENTS
PRINT
SOCIAL MEDIA & INTERNET
OUTDOOR
SALES PROMOTIONS
PUBLICITY & PUBLIC RELATIONS

10. The following IMC campaign evaluates various mediums from print to
digital to broadcast and so on to prompt awareness about and interest
in Outside In as a new company in La Crosse, WI. All recommendations
fall within the marketing budget of $10,000 for the 2017 calendar year.
In an effort to capture a holistic approach to the parent-child relation-
ship, Epiphany Agency chose the tagline "From the Ground, Up" for
Outside In to use continuously. This tagline is accompanied by the
simplified logo which uses a tree to symbolize the possibilities of the
outdoors within a space such as Outside In. The logo aims to em-
body a modern look for a family-centered company (as compared to
most of the outdated logos of Outside In's competitors) and appeal to
the higher income demographics. For the 2017 campaign specifically,
the slogan "Plant Your Roots" will be used to parallel the concept of
deeply rooted connections being developed at the business and to
command the audience to give Outside In a try. Throughout the IMC
plan, Outside In is depicted as a fun alternative to the traditional park
or playground which allows commonly missed and long-lasting con-
nections to be made between a child and their parent while engaging
in a healthy lifestyle. All advertising will have the company logo, the
tagline accompanied by "at Outside In," the location, contact informa-
tion, and web address. Limitations of the campaign will be to reach
the target market in an effective and eye-catching way while maintain-
ing efficiency and compliance with mailing standards and the stan-
dards implemented throughout local school districts and programs.
After evaluating the market research, it was clear that Outside In must
position itself as a versatile, accommodating, and entertaining facility
for both children and their parents. Despite the abundance of free
parks and playgrounds and established family-oriented businesses
such as the YMCA, there is a clear gap between the physical activity
that parents are actually organizing for their children and what is be-
ing achieved each day. More or less, a business that simplifies and
enhances the experience of meeting the recommended hour of phys-
ical activity each day while catering to the needs of both children and
their guardians has a unique place in the La Crosse community. By
incorporating the tree in the logo, the company pays homage to the
great outdoors while providing clients with a more reliable alterna-
tive. The tribute to nature is further represented in the theme of all
marketing pieces from the seasonal direct mail pieces to the guerilla
marketingtactics. Alltacticsaredesignedtopropelword-of-mouthmar-
keting to spark interest, conversation, and awareness about Outside In.
9
CAMPAIGN OVERVIEW
PURPOSE JUSTIFICATION
CONCEPTS
LOGO CONCEPT - deconstructed
OUTSIDE IN
OU SIDE
N

11. 10
CREATIVE STRATEGIES - PRINT
A key differentiator in the IMC campaign is the direct mail pieces. Each direct mail piece is carefully designed to entice the parent and en-
tertain their children with interactive, 3-D displays of vibrant colors and unique shapes. The direct mail pieces will be sent at the start of
all four seasons (see page 11 for examples) and for each major event such as the Grand Opening, in-house yoga, and Earth Day Planting/
Clean-up events (see below). The pieces will be distributed to approximately 1,500 households in the immediate La Crosse area with chil-
dren under the age of 13 and with a household income above $60,000 a year. The higher income households will yield greater disposable
income and are much more likely to purchase a membership at Outside In -- therefore, warrant the higher priced mail pieces. In an effort to
reach households that do not receive the direct mail pieces, newsletters will be distributed to the 10,000 students in primary schools in La
Crosse County in March, June, September, and December. These newsletters will reflect the seasonal theme of the direct mail pieces, but
will lack the 3-D design and features. However, they are a more cost effective way to reach the primary and secondary target consumers.
Newsletter Reach: 7.46 Direct Mail Reach: 1.87 Combined Reach: 9.19
Newsletter Frequency: 1.0 Direct Mail Frequency: 1.0 Combined Frequency: 1.02
Direct Mail for the Grand Opening Event
Direct Mail for the In-house
Yoga Event
[ features a 3-D tree upon opening ]

12. 11
CREATIVE STRATEGIES - PRINT
The following images represent the direct mail pieces that playfully incorporate elements of spring, summer, fall, and winter to serve as seasonal
reminders that Outside In is an option any time of the year. Notably, all designs stray from the traditional rectangular mailer and turn the object
into the shape of the mailer itself. While it will cost more to print these mail pieces, they are likely to stand out in a pile of white, rectangular
mailings and thus, are likely going to be more effective at capturing the attention of the parent and to prompt engagement from their child.
SPRING SUMMER FALL WINTER
Optional Between Season Mailers

13. As 75% of parents use social media for parenting-related information and support and 75% of those parents use Facebook, making it the clear
vehicle for communicating with target consumer online. Of these Facebook users, 94% share, post, or comment on Facebook, and each has an
average of 150 “friends" (⅓ are actual friends, and the others are work colleagues, neighbors, or family, etc.). Therefore, operating a Facebook
account for Outside In offers potential to engage not only parents in the La Crosse area, but their friends, co-workers, and family members as well,
expanding our reach. On top of running a Facebook account, Outside In can also cost-effectively advertise on Facebook to the specific target
demographic. Advertising campaigns on Facebook will parallel the seasonal mailers and reach those who received a direct mail piece, but also
those with lower income that may have not been warranted a direct mail piece since it is a more cost effective way to reach these consumers.
Shown below are examples of possible Facebook posts Outside In can make to promote seasonal specials or the business in general.
Adobe Spark is a great tool that Outside In case use to develop appealing post images with information or captions on the picture itself.
12
CREATIVE STRATEGIES - SOCIAL MEDIA & INTERNET

14. Furthermore, sales promotions are a great method to induce trial. Despite Outside In's "affordable" pricing structure, re-
occuring discount days will serve as an greater incentive for non-members to visit Outside In. Every Tuesday, non-mem-
bers can enjoy the amenities of Outside In at a 50% discount if they visit with another family, also known as the common
"two-for-one" deal. In order to encourage pariticpation in the Grand Opening event, attendees can access the facility for free es-
sentially reducing their risk of trial and increasing the probability of word-of-mouth marketing among their acquaintences.
Moreover, whenever Outside In hosts a seasonal or special event, discounts will be awarded to attendees. For exam-
ple, participants in the Earth Day Clean Up and Plant Potting event will gain access to Outside In for 50% off. This will boost at-
tendance of these special events while giving back to the attendees and attracting potential consumers for trial. Along with
this, Outside In will offer holiday promotions for family memberships during Memorial Day, the Fourth of July, and Christmas.
To promote large groups for field trips and birthday parties of 10 children or more, 20% discounts will be awarded (or great-
er at management's discretion). This will encourage large groups to visit Outside In as a destination for fun and play and will
help drive word-of-mouth marketing to promote awareness and trial for parents who haven't heard of or visited Outside In yet.
13
CREATIVE STRATEGIES - PROMOTIONS
"Bring a Buddy"
Discount Day
Grand Opening
Event - Free Entry
Group Discounts
Holiday Events
Special Event
Discounts

15. Partnerships with local school districts and after-school programs or fieldtrips will also provide a way of promoting the business to both
the primary and secondary target markets. Children will likely inform their parents about the program or the parents may discover Out-
side In's event themselves while reading the school newsletter which may prompt them to research the company further. Outside In
can also sponsor a recycling program to educate their clients or fieldtrip groups on ways to be mindful of waste in our environment.
A fantastic way for Outside In to demonstrate corporate social responsibility (CSR) is to host an Earth Day Clean-up and Plant Potting
event on Saturday, April 22. Despite Outside In being indoors, they can show their concern for the welfare of the outdoors and com-
munity as a whole. Plant potting can take place within the facility of Outside In and the community pick-up can occur in company's
neighborhood. If properly marketed, the event can produce a large turnout of Outside In members and potential members alike. Not
to mention, media attention will likely be drawn as Outside In is a new company showing the ambition and willingness to give back to
the community. Moreover, a Facebook event can be created for parents and participants to share with their Facebook friends to fur-
14
CREATIVE STRATEGIES - PUBLICITY & PUBLIC RELATIONS
EARTH DAY
SCHOOL INVOLVEMENTS

16. 15
MEDIA BUDGET
As Outside In is a new company, a significant portion of the marketing budget will be allocated to sales promotions to increase trial amongst
La Crosse area families. Some of these promotions the budget will be supporting include Buddy Days on Tuesdays, group discounts, holiday
specials, the Grand Opening event, and the Food Truck event. Moreover, the direct mail pieces are a key differentiator in the creative strategy
so 20% of the $10,000 budget will be allocated to four seasonal mailings that require premium printing costs. These mailers will be targeting
1,500 households in La Crosse with an annual household income above $60,000. In order to reach more families with children in primary
school in La Crosse County, newsletters will be distributed to the schools seasonally and will comprise of another 20% of the budget. Fur-
thermore, Public Relations will require 10% of the budget to finance charitable events such as the school supply drive, recycling program, and
Earth Day Clean-up to drive awareness and word-of-mouth marketing. Lastly, 10% of the budget will be allocated to Internet expenses to fund
Facebook advertising and website expenses as these are relatively low-cost outlets for the smaller demographic Outside In is trying to reach.
10% Internet
10% Public Relations
40% Sales Promotions
20% Direct Mail20% Newsletters

17. 16
MEDIA FLOWCHART
January February March April May June July August September October November December
Direct Mail:
Grand Opening
Spring
Summer
Fall
Winter
Outdoor:
Mobile Billboards
Special Events
Car Ads
Digital:
Social Media
Website
E-mail List
Public Relations:
School Supplies
Drive
After School Pro-
grams
Food Truck/Sup-
plier
Sales Promos:
Open House
Competitions
Discount Days

18. 17
MEASUREMENT & EVALUATION
The success of the "Plant Your Roots" campaign will be measured with a few different variables. The first is trial as this is an IMC program for a
start-up company. The number of families that go to Outside In for the first time will indicate how well the campaign is enticing the target market
through the various marketing pieces, encouraging word of mouth, or promoting awareness. With that, the number of attendees at the Grand
Opening will be a measure of success as they will illustrate the persuasiveness of the first direct mail piece. Key performance indicators (KPI's)
for social media (Facebook) such as "reach" (number of people who saw it), "engagement" (interactions - likes, comments, and shares made)
and "impressions" (number of times shown) will be additionally important to monitor since all pertain to awareness. Not to mention, all three
of these KPI's are easily viewable to an advertiser on Facebook and suggest how effective a particular post or adverisement is -- thus, allowing
Outside In the ability to selectively adapt their content, word choice, timing, or target audience to maximize their resources for digital media.

19. 18
ABOUT US
Epiphany Agency
Creative Specialist EditorGraphic Designer Market Researcher
Major: Marketing
Minor: Information Systems
Expected Graduation: May
2017
Hometown: Crystal Lake, IL
Majors: Marketing &
Management
Expected Graduation: May
2017
Hometown: Lakeville, MN
Majors: Marketing &
Management
Expected Graduation:
Summer 2017
Hometown: Sheboygan, WI
Major: Marketing
Minor: Economics
Expected Graduation: May
2017
Hometown: Sussex, WI
In response to a class assignment in Advertising and Promotions Management (MKT365), Epiphany Agency was formed in Septem-
ber 2016. All four members of Epiphany Agency are seniors at UW-La Crosse majoring in marketing. Not surprisingly, all four mem-
bers are also a part of the American Marketing Association (AMA) on campus -- with three serving in a club leadership role. Despite
some similarities, Epiphany Agency is a diverse organization represented by three different hometown states and three different majors
and minors (outside of a marketing major), essentially contributing a wide range of perspectives to solve their client's unique needs.
E.

20. E.
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csm-advertisingresearchbrief-20141.pdf
Boyatzis, C. (1994). Children's emotional associations with color." The Journal of Genetic Psychology: 1-10. Print.
Duggan, M., Lenhart, A., Lampe, C., & Ellison, N. (2015). Parents and social media. Pew Research Center. Retrieved from http://www.pewinternet.
org/2015/07/16/parents-and-social-media/
"How Marketers Target Kids." (n.d.) MediaSmarts. Retrieved from http://mediasmarts.ca/marketing-consumerism/how-marketers-target-kids
Intelligence, G. M. (n.d.). Media Habits. Retrieved from http://www.mediamark.com/ConsumerInsights/MediaHabits.aspx
"La Crosse, Wisconsin Economy." (2016). La Crosse, Wisconsin economy. Sperling's BestPlaces. Retrieved from http://www.bestplaces.net/econo
my/city/wisconsin/la_crosse
United States Census Bureau. (n.d.). Quickfacts La Crosse County, Wisconsin. Retrieved from http://www.census.gov/quickfacts/table/
PST045215/55063
Young Entrepreneurs Council. (2014). "9 tips for marketing to kids and teens successfully." Huffington Post. Retrieved from http://www.huffington
post.com/young-entrepreneur-council/9-tips-for-marketing-to-k_b_4682018.html
19
REFERENCES & ACKNOWLEDGEMENTS
We would like to thank Dr. Graham for providing us with a hands-on class project that impacts the La Crosse community.
To Josh and Casey Paletta, we cannot express our gratitude to you enough for entrusting us with the task of developing an
IMC program for Outside In. The project was the ultimate test of our marketing knowledge and skills and therefore, was
highly rewarding. We hope you find this report helpful when implementing the marketing initiatives for Outside In.