2. 1.TABLE OF CONTENTS
2. AGENCY CREDENTIALS
3. EXECUTIVE SUMMARY
4. COMMUNICATIONS PLATFORM
5. MEDIA MENU
6. MEDIA MENU CONT.
7. MEDIA OBJECTIVES
8. BUDGET RECAP
9. FLIGHT ONE
10. FLIGHT TWO
11. FLIGHT THREE
12. FLOWCHART
11. FLOWCHART CONT.
12. FLOWCHART
13. CALL TO ACTION
14. THANK YOU
TABLE OF CONTENTS
3. WHO WE ARE...
BASED IN AUSTIN, TEXAS, PANDAMONIUM IS THE LEADING PROVIDER OF MEDIA SOLUTIONSAND PUBLICITY. WE
HAVE OVER A COLLECTIVE 18 YEARSOF PRACTICE IN PUBLIC RELATIONS, STRATEGIC COMMUNICATIONS AND MEDIA
PLANNING. HAVING BEEN EDUCATED AT THE NATION’S NUMBER 1ADVERTISING AND PUBLIC RELATIONS SCHOOL,
STAN RICHARDS SCHOOL OF ADVERTISING AND PUBLIC RELATIONS, WE ARE EXPERTLY PREPARED TO OFFER YOU
THE HIGHEST QUALITY OF EXPERTISE AND KNOWLEDGE. OUR FIRST-RATE MEDIA PROFICIENCY WILL PROVIDE RESULTS
THROUGH FLEXIBLE AND COST-EFFECTIVE METHODS, ALLOWING YOU TO GET THE MOST OUT OF YOUR COMMUNI-
CATIONS BUDGET.
WE ARE WORKING TO BE THE ONE STOP SHOPFOR ALL OF YOUR COMMUNICATIONS AND MEDIA NEEDS. OUR
AGENCY PLACES THE HIGHEST OF IMPORTANCE ON UPHOLDING OUR VALUES OF PROVIDING CREATIVE AND ETHICAL
SOLUTIONS FOR OUR CLIENTS WHILE CREATING A POSITIVE IMPACTON OUR EMPLOYEES.
AS AN ACCOUNT EXECUTIVE,
KAMILLA BRINGS MANY YEARS
OF EXPERIENCE IN PR. HER
SPECIALITIES INCLUDE SOCIAL
MEDIA, MEDIA RELATIONS AND
MEDIA RESEARCH MAKING HER
A PARAMOUNT MEMBER OF
OUR TEAM.
KAMILLA RAHMAN
AS A SOCIAL MEDIA SPECIALIST,
KACY IS HIGHLY TRAINED
AND WELL-CONNECTED IN
THE PR WORLD. BRINGING
OVER YEARS OF SOCIAL
MEDIA SPECIALIZATION,
ENTERTAINMENT PR AND
CORPORATE COMMUNICATIONS,
KACY SHEA
POOJA IS ONE OF OUR OTHER
ACCOUNT EXECUTIVES AND
HAS VAST KNOWLEDGE OF
MARKETING, SALES PLANS AND
BUSINESS ANALYSIS WITHIN
B2B AND B2C MARKETPLACES
WITH COMPANIES LIKE
HEWLETT-PACKARD
POOJA PANDA
AS AN ACCOUNT ASSOCIATE,
LEAH HAS TACTFUL SKILLS
IN PRODUCT DEVELOPMENT,
BRAND COMMUNICATIONS
AND CREATIVE PLANNING
MAKING HER INDISPENSABLE
IN DEVELOPING RELEVANT
CONTENT FOR OUR CLIENTS.
LEAH CHERNER
AS AN ACCOUNT EXECUTIVE,
JOEL BRINGS YEARS OF
EXPERIENCE. WITH HIS
EXPERTISE IN SALES,
GUERILLA MARKETING AND
COMMUNITY ENGAGEMENT HE
IS AN ESSENTIAL PART OF OUR
CREATIVE PROCESS .
JOEL AGUILAR
4/14/2016 FB_IMG_1456798698879.jpg
https://mail.google.com/mail/u/0/#inbox/154123cd31fc46fc?projector=1 1/1
SILVAT IS AN ACCOUNT
ASSOCIATE. HER NOTABLE
EXPERIENCES ENABLE US TO
WORK WITH ALL TYPES OF
CLIENTS OFFERING ALMOST
ANY TYPE OF PRODUCT OR
SERVICE IN A BROAD RANGE OF
INDUSTRIES.
SILVAT VEERJEE
COOPER IS A SOCIAL MEDIA
SPECIALIST. HE COMBINES
HIS VARIED SKILLS TO HELP
US CURATE MEANINGFUL AND
MEMORABLE MESSAGES WITH
EVERY CLIENT WE HAVE.
COOPER IRWIN
4. EXECUTIVE SUMMARY
MADISON, WISCONSIN, RESIDENTS WILL SOON HAVE A VOODOO DOUGHNUT SHOP IN THEIR COMMUNITY. VOODOO
DOUGHNUT WILL PREDOMINATELY FOCUS ON INDIVIDUALS 18-34 AS THIS IS OUR MAIN TARGET MARKET. VOODOO
DOUGHNUT’S SUCCESS WILL BE HIGHLY ATTRIBUTED TO THE TARGETING OF THESE INDIVIDUALS BY PROVIDING THEM
WITH A UNIQUE AND ECLECTIC EXPERIENCE AS WELL AS A DISTINCTIVE ATMOSPHERE. IT ALSO GOES WITHOUT SAYING
THAT THE DOUGHNUTS THEMSELVES ARE AN EXPERIENCE. VOODOO DOUGHNUT IS PREPARED TO TAKE THEIR QUIRKY
AND COMPETITIVE BUSINESS TO STATE STREET, LOCATED JUST BETWEEN W. GORHAM AND W. JOHNSON STREETS, AND
NEAR THE UNIVERSITY OF WISCONSIN CAMPUS. PANDAMONIUM UNDERSTANDS THE CULTURE OF VOODOO DOUGHNUT
EXTENDS BEYOND THEIR EXCELLENT DOUGHNUTS AND HAS GIVEN MEDIA RECOMMENDATIONS THAT BEST ALLOW
VOODOO DOUGHNUT TO GAIN A HIGH SHARE IN THE MARKETPLACE.
MADISON, WISCONSIN, IS A GROWING CITY WITH AN ACTIVE, URBAN LIFESTYLE AND HIGH ECONOMIC POTENTIAL. THE
CITY’S HIGH PROPORTION OF YOUNG PEOPLE FITTING THE TARGET MARKET IS ADVANTAGEOUS TO VOODOO DOUGHNUT
BECAUSE OF THE LARGE LEVELS OF DISPOSABLE INCOME FOR EATING AND DRINKING. THIS IS THE PERFECT LOCATION
FOR VOODOO DOUGHNUT TO LAUNCH A NEW STORE.
WE WILL START OUR PAID MEDIA CAMPAIGN ON FEBRUARY 13 AND CONTINUE OUR CAMPAIGN THROUGH NOV. 12, 2017.
OUR MEDIA BUDGET AVAILABLE FOR THE ENTIRE EFFORT IN MADISON, WISCONSIN, IS $65,000, AND 100% OF THE
MONEY WILL BE SPENT ON MEDIA OBJECTIVES THAT CAN BE MEASURED AND SPECIFICALLY QUANTIFIED. EVERY DOLLAR
WE SPEND WILL BE TIED BACK TO OUR BUSINESS GOALS. BY THE END OF THE TWELVE-WEEK LAUNCH FOLLOWING THE
STORE’S OPENING, WE PLAN TO GAIN THE FOLLOWING TRAFFIC COUNTS IN THE MADISON VOODOO DOUGHNUT LOCATION:
MONDAY-THURSDAY = AN AVERAGE OF 250 VISITORS/DAY FRIDAY = AN AVERAGE OF 300 VISITORS/DAY SATURDAY/
SUNDAY = AN AVERAGE OF 350 VISITORS/DAY. WE ALSO PLAN TO ACHIEVE AN AVERAGE IN-STORE TRANSACTION AMOUNT
OF $20, AND A MINIMUM OF AT LEAST 40-SPECIALTY ORDERS/WEEK. WE HAVE SET TANGIBLE WAYS TO MEASURE ALL OF
OUR ACTIVITIES, INCLUDING PERFORMANCE ACROSS THE FOUR DELIVERY AREAS - PLACEMENT, PRODUCTION, PEOPLE
AND PROMOTION.
BEFORE OPENING THE STORE ON FEBRUARY 17, PANDAMONIUM HAS ALLOCATED SOME MEDIA TO A PRELAUNCH
STARTING FEBRUARY 13. THE PRELAUNCH INCLUDES SPENDING IN NEWSPAPER ADS, RADIO ADS, AND SOCIAL MEDIA
SPONSORED POSTS.
THEN, VOODOO WILL OPEN ITS STORE WITH A BANG, HOSTING A HUGE GRAND OPENING PARTY. THIS WILL BE A LARGE
PERCENTAGE OF OUR BUDGET, AND WE WILL USE RADIO ADS, A SNAPCHAT GEOFILTER, SOCIAL MEDIA POSTS, AND A
MASCOT PROMOTING VOODOO DOUGHNUT NEAR STATE STREET. THIS OPENING WILL CREATE A BUZZ WITH CONSUMERS
AND ALLOW VOODOO DOUGHNUT TO GAIN RECOGNITION IMMEDIATELY.
THE NEXT PHASE IN MEDIA SPENDING WILL BE VOODOO DOUGHNUT’S 12-WEEK MEASUREMENT. THIS PHASE WILL RUN
THROUGH MAY 17 AND WILL INCLUDE TV ADS, IN-STORE PROMOTIONS, BILLBOARDS, AND ONLINE MEDIA THROUGH
ADWORDS. USING THESE MEDIA WE CAN REACH OUR 12-WEEK GOALS AND HAVE A DEDICATED CUSTOMER BASE.
AFTER THIS 12-WEEK PERIOD, WE WILL CONTINUE SPENDING THROUGH NOVEMBER 12, 2017 TO SOLIDIFY VOODOO
DOUGHNUT’S SPOT IN THE MARKET. THIS SPENDING WILL INCLUDE EVENTS AND MOBILE MARKETING. THERE WILL ALSO
BE ADVERTISEMENTS PLACED IN NEWSPAPERS, ON THE RADIO, AND IN A MAGAZINE.
5. WITH EVERYTHING WE DO, WE WANT TO CREATE A SCENE THAT MAKES PEOPLE STOP AND STARE.
IT’S ONLY IN THE MIDST OF CHAOS THAT TRUE INNOVATION IS FORMED. WE WANT THE WAY WE
CRAFT AND DELIVER OUR MESSAGE TO CAUSE A DISTURBANCE AND TO GENERATE UPROAR WITH
OUR AUDIENCE. IT IS KEY TO KNOW THAT THIS BUSINESS ISN’T JUST ABOUT DOUGHNUTS, BUT
ALSO THE CULTURE. AS ANY GREAT CHEF KNOWS, IT IS VITAL TO HAVE AN OUTLINE FOR YOUR
RECIPE BUT ONE MUST NOT BE AFRAID TO MIX IN A NEW INGREDIENT OR TWO ALONG THE WAY.
COMMUNICATIONS PLATFORM
CREATE A SCENE
6. MEDIA MENU
ONLINE
Source Impressions/Day Rate Location Keywords
Buzzfeed Article Varies $0
Online, promoted on
Voodoo Twitter and IG
N/A
AdWords
2200-2700 $15.00 per day
($1,800) (4 Months)
(keyword based)
Keywords: voodoo, voodoo
doughnuts
2100-2500
$13.00 per day
($2,730) (7 Months)
Wisconsin State Journal
N/A
Package deal with print Photos on site, Online
Feature
N/A
The Capital Times
MAGAZINES
Publication
Monthly Circu-
lation
Issues Full Page Half Page
Madison Mag-
azine
17,716 3
Color:
$4,215.00
Color:
$2,875.00
The Progressive 47,000 3
Color:
$2,750.00
Color:
$1,605.00
Maximum Ink 15,000 3
Color:
$1,340.00
Color: $670.00
TELEVISION
Daypart $ CPP 4Q15
Prime Access 61
Prime 88
Late News 72
Late Fringe 74
Stations Network
WKOW CH 27 ABC
WMTV CH 15 NBC
WISC-TV CH 3 CBS
WMSN-TV CH 47 FOX
MOBILE MARKETING
App Method Rate
Spotify
Ads between
songs
$25,000-
$35,000 per
campaign
Pandora
Ads between
songs
$8,000-15,000
per month
Uber/Lyft
Enter code for a
free ride
$0.00
SOCIAL MEDIA
Source Location Budget
Instagram Madison, Wisconsin No Cost
Facebook Madison, Wisconsin $200-300
Snapchat (Geofilter) Madison, Wisconsin $450-500
Twitter Madison, Wisconsin No Cost
Promotions
Name Purpose Location Cost
Donut Giveaway Generate Buzz In Store $60
Drawing Generate Buzz In Store $17
TV Promotion Generate Buzz TV $50
7. OUT OF HOME
Type Impressions Execution Location Budget
Billboards 243,100 Poster
S. Park Street
$5,500-6,000
Packers Avenue
Metro Transit (Bus
System)
30,000-70,000 daily
Bus exterior, bus
interior
Madison, Wisconsin $10,000-25,000
Wallscape N/A Building walls Madison, Wisconsin $5,000-10,000
Mascot N/A Advertising on street University of Wisconsin $2,000-3,000
RADIO
Daypart $ CPP 4Q15
AM 50
Day 41
PM 52
Evening 43
Station FM Type
WJQM-FM 106.7 Top 40
WNNO-FM 106.9 Adult Contemporary
MEDIA MENU CONTINUED
NEWSPAPERS
Publication Circulation Rate
Wisconsin State Journal
Weekday: 71,222
Saturday: 67,201
Sunday: 89,865
Color: $250.00 per
month
The Capital Times Wednesday: 73,519
Color: $250.00 per
month
The Daily Cardinal Mon-Thursday: 20,000
Color: $100.00 per
day
Isthmus Weekly: 50,000 Color: $43.00 weekly
Events
Name Purpose Location Cost
Grand Opening Party Brand Recognition/Generate Buzz In Store $5,000
Halloween Party Brand Recognition In Store $7,000
Tailgates Brand Recognition/ Generate Buzz On Wisconsin Campus $2,000-2,500
Wisconsin Film Festival Brand Recognition Madison Public Library $2,000
Madison Marathon Brand Recognition Madison, Wisconsin $5,000
Freakfest Brand Recognition/Generate Buzz State Street $3,000
Fantasy In Lights Brand Recognition/Generate Buzz Olin Park $3,000
8. MEDIA OBJECTIVES
OUR MEDIA PLAN WILL FULLY SPEND THE ALLOTTED $65,000 FOR VOODOO DOUGHNUT’S LAUNCH
IN MADISON, WISCONSIN. WITH THIS MONEY, WE PLAN TO MEET MULTIPLE OBJECTIVES TO CREATE A
SUCCESSFUL CAMPAIGN THAT WILL REACH THE TARGET MARKET OF CONSUMERS AGES 18-34, OF WHOM ARE
PREDOMINANTLY COLLEGE STUDENTS AND MILLENNIALS.
WE HAVE INCLUDED 3 NEWSPAPER PUBLICATIONS, A MAGAZINE, 4 SOCIAL MEDIA PLATFORMS, RADIO ADS,
TV ADS, EVENTS, ADWORDS, UBER/LYFT CODES, BILLBOARD AND OTHER PROMOTIONAL EFFORTS. EACH OF
THESE VEHICLES WILL PROMOTE THE NEW VOODOO DOUGHNUT LOCATION IN MADISON, WISCONSIN.
BILLBOARDS, RADIO ADS AND TV ADS WILL ALL REITERATE THE LOCATION OF THE STOREFRONT. THIS WILL
ENSURE THAT VOODOO DOUGHNUT CONSUMERS WILL BE ABLE TO RECALL THE LOCATION WHEN SURVEYED.
THE SOCIAL MEDIA, INCLUDING FACEBOOK, TWITTER AND INSTAGRAM, WILL PROMOTE THE SHARING, LIKING
AND REVIEWING OF VOODOO DOUGHNUT’S SOCIAL MEDIA POSTS AND PRODUCTS. THE USE OF SOCIAL MEDIA
ALLOWS FOR INTERACTIONS AND ENGAGEMENTS WITH THE CONSUMERS AS WELL AS BUILDS AND FOSTERS
RELATIONSHIPS. WE WILL INCLUDE MULTIPLE VISUALS TO CREATE A SENSE OF WONDER THAT WILL ATTRACT
CONSUMERS AND RESONATE WITH THE QUIRKY NATURE OF THE VOODOO DOUGHNUT BRAND.
WE ARE ALSO HAVING PROMOTIONS DURING THE GRAND OPENING PARTY TO GENERATE MORE SALES
IN STORE. THESE PROMOTIONS WILL INCENTIVISE NEW CUSTOMERS TO COME INTO THE STORE, BUY
DOUGHNUTS, PLACE SPECIALTY ORDERS AND HOPEFULLY BECOME REPEAT CUSTOMERS. OVER THE DURATION
OF OUR CAMPAIGN, WE WILL ALSO PURCHASE BRANDED ADWORDS, INCLUDING BRANDED SEARCHES, WHICH
WILL RESULT IN HIGHER TRAFFIC ON THE VOODOO DOUGHNUT WEBSITE.
9. BUDGET RECAP
11
Months
Title
Circula0on/Ad/
s0pula0ons
Date/*mings
Cost
Events
Tailgates
for
Badger
Alumni
weekend
for
Wisconsin
State
$2000
worth
doughnuts
for
free
Target
5,000
alumni
Nov.
12
$2,000
Tailgates
for
Badger
Aumni
weekend
for
Wisconsin
State
$205
for
poster
design
service/
prin0ng
Target
5,000
alumni
Nov.
12
$205
Employees
working
the
tailgate
2
employees
3
hours
each
$7.50/hr
each
employee
Target
5,000
alumni
Nov.
12
$45
AdWords
Keywords:
Voodoo,
Voodoo
Doughnuts
$13/day
for
2100-‐2500/day
impressions
for
remaining
7
months
May
18
–
Dec.
31
$2,730
Newspaper
Wisconsin
State
Journal
1
ad
in
each
newspaper
each
month
$250/month
Con0nuous
from
Feb.
1
–
Dec.
31
$2,750
The
Daily
Cardinal
1
ad
in
each
newspaper
each
month
$100/month
Con0nuous
from
Feb.
1
–
Dec.
31
$1,100
Magazines
The
Progressive
3½
page
ads
at
1
ad
for
$1,605
Circula0on
of
47,000
July,
September,
November
$4,815
Radio
Top
40
radio
Sta0on
AM
and
PM
parts
AM-‐
40
TRPs
$2,000
PM-‐
40
TRPs
$2,080
April,
July,
October
$16,320
Total
Budget
for
11
months
$29,965
Prelaunch
Title
Circula(on/Ad/
s(pula(ons
Date/*mings
Cost
Newspaper
Isthmus
50,000
circula(on
Monday,
Feb.
13-‐
Friday,
Feb.
17
$43
The
Daily
Cardinal
20,000
circula(on
Monday,
Feb.
13-‐
Thursday,
Feb.
16
$400
Social
Media
Paid
Facebook
Sponsored
post
136,059
imps
Wednesday,
Feb.
15-‐
Friday,
Feb.
17
$250
Radio
Top
40
Radio
Sta(on
640
TRPs
Monday,
Feb.
13
–
Thursday,
Feb.
16
$1,860
Total
Budget
for
Prelaunch
$2,553
12
Weeks
Title
Circula(on/Ad/
s(pula(ons
Date/*mings
Cost
Radio
(Grand
Opening
Party)
Voodoo
adver(sement
on
Top
40
Radio
Sta(on
AM
and
DAY
parts
for
50
RPs/
part
=
total
100
TRPs
6
a.m.
–
3
p.m.,
Friday,
Feb.
17
$4550
Snapchat
Geofilter
(Grand
Opening
Party)
Cartoon
Voodoo
Doughnut
mascot
and
of
“Grand
Opening
Party/Voodoo”
State
Street
Area:
Target
market
18-‐34
year
old,
12,000
impressions
8
a.m.-‐
8
p.m.
Friday,
Feb.
17
$485
Promo>ons
(Grand
Opening
Party)
Free
classic
doughnut
Minimum
250
people
increase
in
store
traffic
Friday,
Feb.
17
$60
Promo>ons
(Grand
Opening
Party)
Free
personalized
doughnut
Minimum
75
people
increase
in
store
traffic
Friday,
Feb.
17
$17
Mascot
OOH
(Grand
Opening
Party)
Voodoo
Doughnut
Mascot
Around
State
Street
and
on
campus
handing
out
flyers
Reach
:
2,000
impressions
Friday,
Feb.
17
$2,500
Total
Grand
Opening
Party
Budget
$7,423
TV
Voodoo
adver(sement
on
ABC
Late
Night:
40
TRPs
Late
Fringe:
40
TRPs240
Friday,
Feb.
17-‐
Sunday,
Feb.
19
$17,520
Promo>ons
Buy
6
dozen,
get
½
dozen
free
Minimum
$20
increase
in
average
transac(on
amount
Feb.
17
–
May
17
$50
AdWords
Keywords:
Voodoo,
Voodoo
Doughnuts
$15/day
for
2200-‐2700
impressions
for
4
months
Feb.
17
–
May
17
$1,800
Billboards
OOH
Loca(on:
S.
Park
St.
243,100
impressions/
1
inser(on
First
2
weeks
in
May
$5,500
Total
Budget
for
12
weeks
$25,069
Total
Budget
Periods
COST
PRELAUNCH
$2,553
12
WEEKS
$7,413
(grand
opening
party)
+
$25,069
11
MONTHS
$29,965
TOTAL
$65,000
10. PRELAUNCH
NEWSPAPER
WE WILL BE PLACING AN AD ANNOUNCING THE VOODOO DOUGHNUT GRAND OPENING PARTY ON FRIDAY, FEB. 17, IN THE NEWSPAPER
ISTHMUS FOR A CIRCULATION PERIOD BETWEEN MONDAY, FEB. 13TH THROUGH FRIDAY, FEB. 17. WE ARE ONLY SPENDING $43 TO GET A
WEEKLY CIRCULATION OF 50,000. ISTHMUS IS A LOCAL NEWSPAPER FEATURING NEWS, OPINION, ARTS, ENTERTAINMENT AND A CALENDAR
OF EVENTS. OUR TARGET MARKET WILL MOST LIKELY TURN TO THIS FOR INFORMATION ON EVENTS. WE WILL ALSO BE PLACING AN AD
ANNOUNCING THE VOODOO DOUGHNUT GRAND OPENING PARTY ON FRIDAY, FEB. 17TH, IN THE NEWSPAPER THE DAILY CARDINAL FOR PRE-
LAUNCH ACTIVITY. IT IS A STUDENT-RUN CAMPUS CIRCULATION AND AVAILABLE ONLINE DURING MONDAY, FEB 13TH THROUGH THURSDAY,
FEB 16TH. IT WILL COST $100 PER DAY FOR 4 DAYS COSTING US $400 TO GET A CIRCULATION OF 20,000. OUR OTHER PART OF THE TARGET
MARKET BEING STUDENTS ARE MOST LIKELY TO BE EXPOSED. THIS ALLOWS FOR A HIGHER CONVERSATION WITH ALL COLLEGE STUDENTS.
THIS WILL BE THE SECOND MAJOR ARTICLE PUBLICATION DURING THIS PRE-LAUNCH PERIOD.
SOCIAL MEDIA POSTS
DURING THE PRELAUNCH PERIOD, WE WILL BE MAKING SOCIAL MEDIA POSTS FROM SUNDAY FEB. 12 TO THURSDAY, FEB. 16. WE WILL
BE CREATING A FACEBOOK EVENT FOR THE VOODOO DOUGHNUT GRAND OPENING PARTY, INVITING ALL MADISON COLLEGE STUDENTS.
ADDITIONALLY, THERE WILL BE TWITTER AND INSTAGRAM POSTS ABOUT THE EVENT THAT LINK BACK TO THE FACEBOOK EVENT. THESE
EFFORTS WILL COST $0. IT IS FREE, A GREAT WAY TO GET THE WORD OUT AND USE THE PLATFORMS TO GET PEOPLE TO COME TO THE
EVENT THROUGH THE DIRECTION OF FACEBOOK.
SOCIAL MEDIA SPONSORED POST
A PAID SOCIAL MEDIA FORM WILL BE THE FACEBOOK SPONSORED POST PUSHING THE EVENT TO MADISON MALES AND FEMALES AGED
18-34 ON WEDNESDAY FEB. 15 THROUGH FRIDAY FEB. 17. THIS WILL COST $250. FACEBOOK ALLOWS FOR VERY TAILORED SPONSORED
POSTS. BY PAYING FOR OUR EVENT TO BE A SPONSORED POST, THE EVENT WILL BE PUSHED TO THE TOP OF THE NEWSFEED OF MALES
AND FEMALE 18 TO 34 THAT LIVE OR GO TO SCHOOL IN MADISON, WISCONSIN, WHICH IS OUR EXACT TARGET AUDIENCE. THE SPONSORED
POST FOR THE EVENT WILL BE PUSHED THE 2 DAYS PRIOR TO THE GRAND OPENING, PARTY AS WELL AS THE DAY OF THE PARTY. THIS IS TO
REACH OUR EXACT TARGET MARKET OF 136,059 PEOPLE AND TO INCREASE THE POTENTIAL OF THEM ATTENDING THE PARTY.
RADIO
THE TOP 40 RADIO STATION WILL ANNOUNCE THE GRAND OPENING PARTY. THERE WILL BE 40 RPS FOR ALL 4 DAY PARTS EQUALING 160
TRPS IF BUDGET ALLOWS ON DAY BEFORE. ALL 4 DAY PARTS FOR 6 A.M.- 12 P.M. MONDAY FEB. 13TH- THURSDAY FEB. 16TH. WE WILL BE
SPENDING $1,860. THE ADS WILL BE BROADCASTED ON ALL FOUR MAJOR DAYPARTS, WHICH ALLOWS FOR THE HIGHEST POSSIBLE REACH
FOR THE DAY BEFORE THE GRAND OPENING PARTY. THE OLDER HALF OF OUR TARGET MARKET CAN BE REACHED THROUGH RADIO CONTACT
AS THEY ARE YOUNG PROFESSIONALS AND THE MAJORITY OF THEM COMMUTE TO WORK. THIS IS ALSO CONVENIENTLY LOCATED ON STATE
STREET. 40 RPS X 4 DAY PARTS = 160 RPS PER DAY X 4 DAYS = 640 TRPS / 16 INSERTIONS = 40% REACH.
THE BUDGET FOR PRELAUNCH IS $2,553
11. 12 WEEKS POST LAUNCH
RADIO
THE GRAND OPENING PARTY WILL BE FRIDAY, FEB. 17. TOP 40 RADIO STATION WILL DO AM AND DAY PARTS FOR 50 RPS/PART. 6 A.M.- 3P.M.,
FRIDAY, FEB 17. TOTAL TRPS= 100. THIS USE OF RADIO IS A LAST EFFORT TO GET THE WORD OUT ABOUT THE GRAND OPENING PARTY TO
PEOPLE IN THE MADISON AREA. THIS IS ALSO CONVENIENTLY LOCATED ON STATE STREET. THIS WILL COST $4550.
SNAPCHAT GEOFILTER
THE SNAPCHAT GEOFILTER WILL BE AVAILABLE AT THE NEW VOODOO DOUGHNUT LOCATION DURING THE GRAND OPENING PARTY FROM 8
A.M. TO 8 P.M. ON FRIDAY, FEB. 17. THE SNAPCHAT FILTER WILL INCREASE REACH IN THE EXACT AREA OF VOODOO DOUGHNUT IN ORDER
TO CATCH THE ATTENTION OF THOSE USING THE APPLICATION IN CLOSE PROXIMITY TO THE NEW LOCATION. THIS WILL ENCOURAGE THOSE
IN THE AREA OF STATE STREET TO CHECK OUT THE GRAND OPENING PARTY. OUR TARGET MARKET OF 18-34 YEAR OLDS WHO ARE HIGHLY
LIKELY TO HAVE A SNAPCHAT ACCOUNT AND THIS WILL BE AN EFFECTIVE WAY TO REACH THEM. THE GEOFILTER WILL ENCOURAGE THEM TO
SHARE THE POST ON THEIR SNAPCHAT STORY. THEIR FRIENDS WILL SEE THE FILTER AND BRAND AWARENESS WILL BE GENERATED DIRECTLY
TO THE TARGET AUDIENCE. THIS WILL COST $485.
SOCIAL MEDIA POSTS
FACEBOOK UPDATES WITH PICTURES, TWITTER AND INSTAGRAM POSTS LEADING TO EVENT ON FACEBOOK WILL BE USED FOR $0.THESE FREE
FORMS OF SOCIAL MEDIA ALLOW FOR BRAND AND CONSUMER INTERACTION AND WILL LINK POSTS TO OTHER SOCIAL MEDIA PLATFORMS
TO INCREASE REACH AND FREQUENCY. THIS CREATES MORE CONVERSATION. WE WILL START POSTING ON SOCIAL MEDIA ON FEBRUARY 1
TO START INFORMING CONSUMERS THAT VOODOO DOUGHNUT WILL BE COMING SOON. WE WILL BE POSTING WEEKLY TO KEEP CONSUMERS
UPDATED AND INTERESTED. PICTURES ALSO ALLOW FOR BRANDING OPPORTUNITY AND APPEALING TO CUSTOMERS. WE AIM TO REACH AT
LEAST 1,000 POTENTIAL CONSUMERS ON EACH SOCIAL MEDIA ACCOUNT DURING THIS LAUNCH PERIOD SO THAT THEY WILL LIKE, SHARE AND
REVIEW OUR PRODUCTS AND PROMOTIONS.
MASCOT
DURING THE GRAND OPENING PARTY WE WILL HAVE A VOODOO DOUGHNUT MASCOT RUNNING AROUND STATE STREET AND ON CAMPUS
HANDING OUT FLYERS FOR THE GRAND OPENING PARTY, WHICH WILL COST $2,500. PRICE INCLUDES MASCOT’S MINIMUM WAGE PAY, PAYING
FOR THE COSTUME AND FOR THE FLYERS THE MASCOT WOULD HAND OUT IN A PROMOTIONAL EFFORTS. THE MASCOT WILL BE A PHYSICAL
EXPRESSION OF THE BRAND AND THEREFORE INCREASE BRAND AWARENESS AND STAND OUT COMPARED TO ALL OTHER VEHICLES. THE
MASCOT WILL BE HANDING OUT FLYERS TO SPREAD THE WORD ABOUT THE GRAND OPENING PARTY AND TO GET THE VOODOO DOUGHNUT
BRAND NAME OUT TO THE LOCAL PUBLIC. THE MASCOT WILL BE COVERING THE COLLEGE CAMPUS AND THE SURROUNDING STATE STREET
AREA. THIS WILL ENCOURAGE THOSE IN CLOSE PROXIMITY AND THOSE IN OUR TARGET MARKET GROUP TO VISIT THE STOREFRONT. THE
MASCOT WILL ONLY BE IN USE ONE DAY AND FOR ONE INSERTION AND WE ESTIMATE HE WILL REACH ABOUT 2,000 PEOPLE.
THE BUDGET FOR GRAND OPENING PARTY IS $7,423
12. 12 WEEKS POST LAUNCH
TV
THE 12 WEEK MEASUREMENT WILL BE FROM FEBRUARY 17 THROUGH MAY 17. THE ADS WILL PLAY FOR THREE DAYS AFTER THE GRAND
OPENING FROM FRIDAY FEB. 17TH- SUNDAY FEB. 19TH. WE CHOSE ABC. LATE NEWS WILL ATTAIN 40 TRPS WITH CPP OF $72 FOR A COST OF
$2,880. LATE FRINGE WILL ATTAIN 40 TRPS WITH CPP OF $74. THE TOTAL BUDGET FOR TV IS $17,520.THE TV ADS ARE CONCENTRATED FOR
THE 3 DAYS OF THE WEEKEND AFTER THE GRAND OPENING PARTY INCLUDING THAT FRIDAY. THIS SERVES TO HAVE CONSISTENT EXPOSURE
DIRECTLY AFTER THE LAUNCH AND TO REMIND THE AUDIENCE OF THE OPENING PARTY. WE CHOOSE ONLY 2-DAY PARTS, WHICH ARE THE LATE
NEWS SLOTS. THIS IS TO ENSURE THAT WE APPEAL TO THOSE WHO HAVE THE LATE NIGHT MUNCHIES AND THOSE WHO GO OUT AT NIGHT, TO
EMPHASIZE THE 24/7 FEATURE OF VOODOO DOUGHNUT. FOR THIS FLIGHT WE HAVE 6 FLIGHTS X 40 RP = 240 TRP / 6 INSERTIONS = 40%
REACH.
PROMOTIONS
FOR THE FIRST 12 WEEKS, FOR EVERY 6 DOZEN DOUGHNUTS BOUGHT, THE CUSTOMER RECEIVES ½ A DOZEN DOUGHNUT FOR FREE COSTING
$50 FROM THE BUSINESS SIDE. THIS IS TO PROVIDE AN INCENTIVE FOR CUSTOMERS TO BUY A HIGHER QUANTITY TO INCREASE AVERAGE
TRANSACTION AMOUNT, PLEASING THE OBJECTION OF AN AVERAGE $20 PER TRANSACTION AT THE END OF THE 12 WEEK PERIOD.
BILLBOARDS (OOH)
BILLBOARDS WILL BE UP FOR THE FIRST 2 WEEKS IN MAY TO REMIND THE PEOPLE OF MADISON OF VOODOO DOUGHNUT BEFORE THE AIDED
RECALL MEASUREMENT. IT WILL BE ON SOUTH PARK STREET COSTING $5,500. THE BILLBOARD WILL SERVE TO REMIND THE LOCAL PEOPLE
OF MADISON, WISCONSIN, OF VOODOO DOUGHNUT’S PRESENCE IN THE STATE STREET AND CAMPUS AREA. THE BILLBOARD WILL HAVE 1
INSERTION AND WILL HAVE A MAXIMUM OF 243,100 IMPRESSIONS. THE TIMING IS STRATEGICALLY PLACED TO REMIND THEM BEFORE THE 12
WEEK AIDED RECALL WILL TAKE PLACE. THIS WILL INCREASE BRAND RECALL AND STORE LOCATION RECALL IN THE MAJORITY OF THE LOCAL
PUBLIC DUE TO THE CLOSE PROXIMITY OF THE BILLBOARD TO THE VOODOO DOUGHNUT STOREFRONT.
THE BUDGET FOR 12 WEEKS IS $25,069
RADIO
WE ARE ADVERTISING THE RADIO STATION 106.7 TOP 40 IN THE MONTHS OF MARCH, APRIL, JULY AND OCTOBER. WE WILL ADVERTISE IN THE
AM EACH MONTH FOR A TOTAL OF 40 TRPS AT A COST OF $2,000 EACH MONTH. WE WILL ALSO ADVERTISE IN THE PM FOR A TOTAL OF 40
TRPS AT A COST OF $2,080 EACH MONTH. THE TOTAL BUDGET FOR THE RADIO IS $16,320. WE CHOSE TO ADVERTISE ON THIS RADIO STATION
DURING THE MORNING AND EVENING COMMUTES TO APPEAL TO OFFICE WORKERS, IN ORDER TO HAVE THEM PURCHASE DOUGHNUTS FOR
MEETINGS OR BREAKFAST OR TO BRING HOME TO THEIR FAMILIES. THIS TARGET THE OLDER HALF OF OUR TARGET MARKET. EACH RADIO
ADVERTISEMENT WILL INCLUDE THE TAGLINE “VOODOO IS CONVENIENTLY LOCATED ON STATE STREET”.
11 MONTHS POST LAUNCH
MAGAZINES
WE CHOSE TO PLACE A ½ PAGE ADVERTISEMENT IN THE PROGRESSIVE IN THE MONTHS OF JULY, SEPTEMBER, AND NOVEMBER. THE
ADVERTISEMENTS ARE $1,605 EACH TAKING A TOTAL OF $4,815 OUT OF OUR BUDGET. WE CHOSE TO ADVERTISE IN THE PROGRESSIVE
BECAUSE IT IS AN ACTIVIST LIBERAL MAGAZINE WHICH FITS WITH THE THEME OF BOTH MADISON AND VOODOO DOUGHNUT. THE MAGAZINE
HAS A CIRCULATION OF 47,000. THIS MAGAZINE IS ECCENTRIC AND WILL CREATE MORE AWARENESS WITHIN OUR TARGET AUDIENCE.
13. SOCIAL MEDIA
DURING OUR CAMPAIGN WE WILL BE CONTINUOUSLY POSTING ON ALL SOCIAL MEDIA PLATFORMS WE ARE USING SUCH AS FACEBOOK,
TWITTER AND INSTAGRAM. WE WILL BE PROMOTING THE BRAND AND KEEPING THE PUBLIC UPDATED WITH ALL THINGS VOODOO DOUGHNUT.
CONSISTENT SOCIAL MEDIA UPDATES INCREASE BRAND AWARENESS AND SPREAD THE BRAND MESSAGE. SOCIAL MEDIA ARE FREE PLATFORMS
THAT ALLOW FOR ACTIVE ENGAGEMENT AND INTERACTION WITH CONSUMER AND POSSIBLE CONSUMERS.
EVENTS
A MAJOR EVENT THAT WE WILL BE HAVING IS A TAILGATE FOR A FOOTBALL GAME DURING THE ALUMNI-WEEKEND. BADGER HUDDLE IS THE
OFFICIAL TAILGATE FOR BADGER ALUMNI SO WE WILL GIVE THEM $2,000 WORTH OF DOUGHNUTS FOR FREE WITH THE STIPULATION OF
THEM POSTING POSTERS OF THE VOODOO DOUGHNUT LOGO AND ADDRESS. $205 IS ALLOTTED FOR THE POSTER DESIGN SERVICE AND THE
PRINTING COST OF THE POSTERS. THERE WILL ALSO BE 2 EMPLOYEES WORKING 3 HOURS FOR SETUP/TAKE-DOWN AN THE DURATION OF THE
EVENT. EACH EMPLOYEE WILL BE PAID $7.50 AN HOUR FOR A TOTAL OF $45. THEY WILL BE THERE TO FACILITATE THE FREE DOUGHNUTS,
PROMOTE VOODOO DOUGHNUT, EMPHASIZE LOCATION PROXIMITY AND CREATE BRAND AWARENESS. THE HOMECOMING GAME WILL TAKE
PLACE ON NOV. 12 WITH THE WISCONSIN-MADISON BADGERS TAKING ON THE ILLINOIS FIGHTING ILLINI. THIS GAME USUALLY BRINGS IN THE
LARGEST CROWD OF PEOPLE IN ATTENDANCE FOR ANY TAILGATE FOR THE ENTIRE SEASON, INCLUDING APPROXIMATELY 5,000 ALUMNI. THIS
WILL HELP BUILD BRAND AWARENESS FOR ALUMNI WHO LIVE IN MADISON AND FOR THOSE WHO VISIT OFTEN FOR UNIVERSITY EVENTS.
THIS EVENT IS THE LAST LARGE EXPENDITURE BEFORE THE END OF THE 11 MONTH CAMPAIGN WHICH WILL REMIND THOSE WHO MAY HAVE
STOPPED NOTICING OUR CONTINUOUS FLIGHT EFFORTS.
MOBILE MARKETING
DURING OUR CAMPAIGN WE WILL ALSO BE POSTING ON SOCIAL MEDIA TO REMIND OUR TARGET AUDIENCE TO USE OUR UBER/LYFT CODES.
STATE STREET IS A POPULAR BAR SCENE DESTINATION WHERE PEOPLE GENERALLY USE UBER AND LYFT IN ORDER TO AVOID DRINKING AND
DRIVING. UBER WAS JUST LEGALIZED IN WISCONSIN IN 2015 AND IS VERY NEW. MANY PEOPLE HAVE NOT USED UBER YET, THEREFORE IF WE
HAVE A CODE FOR NEW USERS TO GET A DISCOUNT ON THEIR RIDE, PEOPLE WILL USE IT (ESPECIALLY COLLEGE KIDS TO SAVE MONEY) AND
NEWSPAPER
THROUGHOUT THE CAMPAIGN, WE WILL PLACE ONE ADVERTISEMENT IN TWO NEWSPAPERS EVERY MONTH FOR ELEVEN MONTHS. THE TWO
NEWSPAPERS WE CHOSE ARE THE WISCONSIN STATE JOURNAL AND THE DAILY CARDINAL. THE WISCONSIN STATE JOURNAL COSTS $250 PER
MONTH AND CIRCULATES THROUGHOUT MADISON, WISCONSIN, SERVING 228,288 PEOPLE. IT IS READ BY 71,222 PEOPLE DURING THE
WEEKDAYS, 67,201 PEOPLE ON SATURDAY AND 89,865 PEOPLE ON SUNDAY. THE DAILY CARDINAL IS THE STUDENT-RUN UNIVERSITY OF
WISCONSIN-MADISON NEWSPAPER THAT CIRCULATES TO 20,000 PEOPLE THROUGHOUT THE WHOLE CAMPUS MONDAY THROUGH THURSDAY
AND IT COSTS $100 PER MONTH. WE CHOSE TO ADVERTISE IN THESE TWO NEWSPAPERS THROUGHOUT THE ENTIRE ELEVEN MONTH PERIOD
KEEP BRAND AWARENESS CONSISTENT AND TOP OF MIND VIA MONTHLY REMINDERS TO READERS.
ADWORDS
DURING THE REMAINING 7 MONTHS WE WILL BE CHANGING THE MONEY WE ARE SPENDING ON ADWORDS TO A SLIGHTLY SMALLER AMOUNT OF
$13 PER DAY FOR 2100-2500 IMPRESSIONS FOR A TOTAL OF $2,730. WE CHOOSE TO SPEND MONEY ON BUYING THE BRANDED KEYWORDS
BECAUSE WE NEED TO FULFILL THE OBJECTIVE OF HAVING 75% OF THE WEBSITE SEARCHES COMING FROM MADISON, WISCONSIN. WE ARE
TOTAL BUDGET FOR 11 MONTHS: $29,965
14. February March April May
Prelaunch
Grand
Opening
12 Weeks Post-Launch
Media
Budget
Allocation
Media
Measurement
1 13 14 15 16 17 18 19 17 20 1 7 14 17
Print
Isthmus $43 50,000 circ.
The Daily Cardinal $1,500 20,000 circ.
Wisconsin State
Journal
$2,750 228,288 circ.
The Progressive
Magazine
$4,815 47,000 circ.
Television
ABC $17,520 240 TRPs
Radio
Top 40 Station $22,730 160 TRPs
AM $2000 40 TRPs
DAY $1,640 40 TRPs
PM $2080 40 TRPs
EVENING $1,725 40 TRPs
OOH
S. Park Street Billboard $5,500 234,100 Imps.
Online Display
AdWords $4,530
22,000-27,00
/ day
Paid Social Media
Facebook $250 136,059 Imps.
Social Media
Instagram $0 85,000 Imps.
Twitter $0 85,000 Imps.
Facebook $0 85,000 Imps.
Special Events
Alumni Football
Tailgate
$2,250 5,000+
Mobile Marketing
Snapchat Geofilter $485 12,000 Imps.
Uber/Lyft Discount
Code
$0 5 Imps.
Other Promotion
Efforts
Voodoo Mascot $2,500 2,000 Imps.
Free Doughnut
Promotion
$60
250+ in-store
traffic
Face Doughnut
Drawing
$17
75+ in-store
traffic
1/2 Dozen Free Donuts $50 $20+ avg trans
15. June July August September October November December
7 Months Post 12 Week
7 14 21 5 12 26 16 23 30 6 13 20 4 11 25 1 12 15 10 20 31
FLOWCHART
16. CALL TO ACTION
PANDAMONIUM WOULD LIKE TO THANK YOU FOR ALLOWING US TO CREATE A
MEDIA PLAN FOR VOODOO DOUGHNUT THAT WILL GENERATE A SOLID FOUNDATION
OF BRAND AWARENESS AND BUSINESS IN THE NEW TRADE AREA OF MADISON,
WISCONSIN. AS VOODOO DOUGHNUT EXPANDS INTO THE MIDWEST IT IS VITAL THAT
BOTH THE INTEGRITY AND VISION ARE NOT LOST IN TRANSLATION. OUR TEAM
FEELS CONFIDENT THAT WE CAN CAPTURE AND COMMUNICATE EVERY UNIQUE AND
QUIRKY CHARACTERISTIC OF THE VOODOO DOUGHNUT BRAND AND CAN EFFORTLESSLY
ASSIMILATE THEM WITH THE DISTINCTIVE CULTURE OF MADISON, WISCONSIN. THROUGH
THE IMPLEMENTATION OF OUR AMBITIOUS AND EFFECTIVE MEDIA STRATEGIES,
WE ARE CERTAIN THAT VOODOO DOUGHNUT WILL SUCCESSFULLY FIND ITS NICHE.
PANDAMONIUM IS DEDICATED TO EXECUTING OUR COLLECTED INSIGHTS AND RESEARCH
TO ENSURE THAT VOODOO DOUGHNUT WILL NOT ONLY COMPETE IN THE NEW MARKET,
BUT ALSO THRIVE IN IT. WE HOPE THAT WE WILL GET THE GRATIFYING OPPORTUNITY
TO BECOME A PART OF THE VOODOO DOUGHNUT FAMILY. TOGETHER WE CAN PRODUCE
SOMETHING EXTRAORDINARY. SO WE ONLY HAVE ONE QUESTION FOR YOU, DO YOU
WANT TO CREATE SOME PANDAMONIUM?
