The document outlines a custom marketing program for The Shutterbug, aiming to boost store traffic during the summer quarter by enhancing customer perception of service value. It emphasizes the importance of a well-trained sales staff and provides research on customer satisfaction factors in purchasing digital cameras. A proposed advertising strategy includes a schedule for an image campaign and event, with a total budget of $76,800, and recommends contacting an account executive for further steps.

1. Prepared for For Nathan Jones,
Marketing Director, The Shutterbug
A Custom Marketing Program

2. Let's increase walk-in traffic
into the stores during the 2nd
(summer) quarter.
Let's reinforce customer
perception regarding the
added-value of the
customer service.
Advertising
Objectives

3. Competitive
Analysis
An important goal is to help
you communicate the
following advantages:
Large and competitively
priced inventory;
Well-trained sales staff.

4. Industry and Consumer
Research to Improve Walk-in
Conversions at
The Shutterbug
The following research reviews the current market conditions for your
business category and establishes a research base for two specific
recommendations.
Overall customer satisfaction with the digital camera purchase process is based on five
factors: Price, accessibility, salesperson, delivery process; and warranty coverages.
Buyers are 38% more likely to pick stores over online sales based on the perceived value of
the facility and sales staff.
SOURCE: Consumer Reports

5. K103fm Fortifies
At home, at work, in the car ... wherever your
customers are, K103fm is a constant
companion. Among persons 12 and older,
35%
of listening takes place at home, 47%
in
cars, and 18 %
at work and other places.
K103fm rates highly with women age
18-49, a key camera-buying demographic.
K103fm and it's award-winning creative team
will develop pinpoint accurate messaging
that cuts through clutter and generates
traffic.

6. Recommended Schedule
Start End Description Daypart Weeks Ads Length Rate Total
6/1/2016 9/25/2016 Image Campaign
6a-12mid
Mon – Sun
52 24 :30 $50.00 $62,400.00
8/15/2016 10/5/2016 Event Schedule
6a-12mid
Mon – Sun
12 24 :60 $85.00 $14,400.00
Campaign Total: $76,800.00
Next Steps
Contact:
Ben Protasio
“Account Executive”
503.383.4461
ben@protasio.com