Tomlinson's Pet Supply is opening a new store in Chapel Hill, North Carolina and needs a $85,000 media plan to reach two key target markets - "Pet Enthusiasts" aged 26-35 making $80,000-$100,000 and "Pocketbook Pups" of wealthy college students. The plan includes newspaper, television, billboard, direct mail, outdoor posters, radio, Facebook ads, and Google AdWords with messages like "Welcome to the Neighborhood" and "Just a Walk in the Park" to effectively introduce the new store.

1. REGIONAL MEDIA
PLAN
Tomlinson’s Pet Supply

2. Challenge
 Tomlinson’s, an Austin-based pet supply store,
is hypothetically opening a new store in
Chapel Hill, North Carolina
 Identify key target markets for the new location
 Create a media plan that reaches the target
effectively and efficiently within a $85,000
budget

3. Insights
 The Chapel Hill population is very similar to
Austin, as it is very young and active
 Median age of 24 and half of residents are under
30
 Two most used mediums by our target are
newspaper and internet

4. Target Markets
 “Pet Enthusiasts”: young professionals age 26-
35 making $80,000-$100,000/year
 “Pocketbook Pups”: wealthy college students
with access to parents’ disposable income

5. Flights
 “Welcome to the Neighborhood”
 Newspaper, Television, Billboard, Branded
Grocery Bags
 “Just a Walk in the Park”
 Direct Mail, Outdoor Posters, Newspaper
 “The 12 Dogs of Christmas”
 Radio, Newspaper, Posters
 Continuous Media
 Facebook Ads, Google AdWords