TotalSurpr!se is a company that provides consulting, planning and management services for recreational and entertainment experiences. The document outlines a strategic communications plan to introduce TotalSurpr!se's services in the Buffalo, New York market. The plan's objectives are to create brand awareness among 65% of the target audience and make the TotalSurpr!se name recognizable to 45% within six months. Tactics proposed include social media, mass mailings, advertisements, and promotions to achieve the goals and introduce an unpredictable experience that strengthens community bonds. Measurement of sales, surveys, and website/social media traffic will determine if the positive return on investment is achieved.

1. TotalSurpr!se A StrategicMarketing CommunicationsPlan Created By: Alyssa VanDurme IMC 600 February 12, 2011

2. What we are doing: Introduction to Total Surprise Total Surprise operates in the recreation and entertainmentindustry Provide consulting, planning and management services to its customers What this means… Objective To develop a strategic communications plan focused on the creation and implementation of targeted brand marketing tactics for Total Surprise™ to successfully introduce its services to the Buffalo market. TS!çç

3. Target Market Potential Customers Residents WNY (2,520,985 people, 2009 US census) Disposable income of $250 month for food, entertainment and recreation Partners WNY Businesses and establishments that provide the products and services relevant to a Total Surprise experience Media Eventually franchisees TS!

4. Why we’re doing it: The research showed… 86% of people would purchase a Total Surprise Therefore, developed the following Goals & Objectives: To create awareness for Total Surprisein 65% of the target audience, specifically by creating and marketing a brand image for Total Surprise. To have the Total Surprise name and logo be recognizable among 45% of target audience within 6 months of implementing this plan. To increase traffic on the Total Surprise website and Facebook page to 200 monthly hits after the first three months of implementing this plan. Increase the number of Total Surprise partners by 5% in each industry that it operates after the first year. To sell adequate Total Surprise experiences to create a positive return on investment and generate a profit after the first year of business. TS!

5. TS! Why we’re doing it: Communication Positioning represents the essence of what Total Surprise strives to have its target audience, especially its customers, know, believe and remember about its brand: Total Surprise brings renewed excitement and passion to the lives of its customers by providing them with a new experience and an unpredictable adventure. By creating unique and individually tailored outings that remain true to the elements of surprise, adventure and unpredictability, the customer will leave the Total Surprise with wonderful memories and a feeling of rejuvenation.

6. Why we’re doing it: Key Messages Messages derived from the communications positioning for the Total Surprise brand and will be communicated to the target audiences through strategic marketing tactics: Total Surprise™ strives to provide its customers with new adventures and special memories by adding an element of unpredictability to everyday life, all while helping to support small businesses in Western New York. Total Surprise is about experiencing a new side of life. A Total Surprise can be anything imaginable and is an opportunity to do something you’ve never experienced before. By promoting other businesses throughout WNY, Total Surprise helps to strengthen the bonds of community in the region. TS!

7. S W O T s

8. How we’re doing it: Strategies Highly-utilize social media and leverage its power in word-of-mouth communication to develop interest among potential customers thereby generating more website traffic and Facebook likes. Promote an adventurous, creative and innovative brand image that creates a sense of rejuvenation and excitement in its audience. Employ highly dedicated staff that close every sale and keep customers coming back again and again. Promote the idea that Total Surprise is not just for celebrating special occasions, but its about taking advantage of each day by experiencing something new. TS!

9. How we’re doing it: Tactics Website Social media sites/accounts Mass Mailings and Emails Groupon.com/LivingSocial.com/WNYdeals.com promotion Promotional brochures and coupons Mall promotion Press Releases Booth at Erie County Fair Advertisements in local publications Survey Online advertisements through Google and Facebook Radio advertisements Billboard advertisements Television advertisements TS!

10. Implementation Calendar TS!

11. What the expected outcomes are: Measurement Measure sales in 2011 against the marketing cost to see if a positive return on investment was reached. Implement a second survey of the target audience to gauge if the awareness and interest objectives were met. Record website and social media traffic. Process Measures-what did we create? Measure on a consistent basis to determine to what extent to the proposed tactics were created and successfully implemented Outcome Measures-what did we achieve?” Measure on a consistent basis to determine to if the strategic objectives were met TS!

12. How it is worth the budget investment: TS! Marketing Budget Website $800.00 Social media sites/accounts $0.00 Email lists $0.00 Promotional brochures and coupons $250.00 Radio advertisements $75.00 Billboard advertisements $3,600.00 Television advertisements $600.00 Online advertisements $500.00 Mall promotion $150.00 Press Releases $0.00 Booth at Erie County Fair $900.00 Projected Income: $20,000 Total Budget : $16,950.00 $16,950 - $20,000 = .179 or ROI of 17.9%

13. Open youreyes… to a TotalSurpr!se Questions?