Zacky Vengeance started his clothing line Vengeance University in 2005. The summary aims to increase brand awareness from 10% to 40% and generate 50% more sales leads. The marketing strategy uses radio, magazines, and internet advertising focused on the rock music audience. The plan outlines media selection, timing objectives by season, test marketing in control and test markets, and next steps for approval and implementation.

1. PREPARED BY:
BROOKE HURST
APRIL 10, 2015
Vengeance University
Huntington Beach, CA
90740

2. ON DECEMBER 19, 2005 ROCK GUITARIST ZACKY VENGEANCE (AVENGED SEVENFOLD) DECIDED TO EMBARK ON A JOURNEY MANY HAVE PAVED
FOR HIM. INTERVIEWED BY INKED MAGAZINE IN 2010, VENGEANCE SAYS THIS ABOUT HIS NEW VENTURE:
“VU IS GROWING NATURALLY BY WORD OF MOUTH. I LIKE KEEPING IT UNDERGROUND AND UNIQUE SO THAT WHEN PEOPLE WEAR
IT THEY CAN RECOGNIZE OTHERS WEARING IT. IT’S LIKE A SECRET SOCIETY.”
COMING UP ON IT’S 9 YEAR ANNIVERSARY, ZACKY’S CLOTHING LINE CONSISTS OF AN ASSORTMENT OF ORIGINAL T-SHIRT DESIGNS, HOODIES,
TANK TOPS, BABY CLOTHES, BELT BUCKLES, AND NECKLACES THAT ADORN HIS “6661” LOGO AND FAMOUS SWITCHBLADE PENDANT.
ALTHOUGH ZACKY VENGEANCE’S VISION FOR HIS CLOTHING LINE WAS TO STAY UNDERGROUND AND ALMOST EXCLUSIVE, I HAVE EXPLAINED
BELOW HOW MY TRADITIONAL MEDIA PLAN WILL HELP TO STIMULATE BRAND NAME AWARENESS AND FAMILIARITY WITH THE UNDERGROUND
ROCK SCENE. I WILL ALSO SHOW HOW THIS PLAN WILL HELP INCREASE SALES IN TARGET MARKETS AND EXPAND THE COMPANY’S REACH ALL
ON BUDGET. THROUGH THIS, I WILL HELP INITIATE VENGEANCE UNIVERSITY’S NEW MARKETING STRATEGY AND CREATE UNDERGROUND NOISE
WHERE, WHEN AND HOW HE WANTS.

3. “
”
HERE AT VENGEANCE UNIVERSITY, WE DON’T REALLY PLAY BY
THE RULES. WE EXIST BECAUSE PEOPLE LIKE YOU INSPIRE US ON A
DAILY BASIS. LOYALTY, PASSION AND INTEGRITY ARE WHAT SET US
APART FROM EVERYONE ELSE. VENGEANCE UNIVERSITY ISN’T FOR
EVERYONE AND THAT’S OK. REMEMBER, THE BEST REVENGE IS
BETTERING YOURSELF.
ZACKY VENGEANCE, 2010

4. SITUATION ANALYSIS
The main focus of this traditional media plan is to
increase familiarity and chase sales leads with
underground fans while increasing sales. I can set this
business forward by showing current sales data, using
competitive marketing strategies, the start-up of
planned marketing activities and the use of creative
strategy and executions.

5. PROBLEM STATEMENT
VENGEANCE UNIVERSITY ONLY FACES A COUPLE OF PROBLEMS THAT NEED UPGRADING FROM
2005 IN ORDER TO MOVE FORWARD IN THIS NEW DIRECTION. THESE PROBLEMS INCLUDE:
• THE INCREASE IN BRAND AWARENESS
• TOO FEW SALES LEADS.

6. MARKETING COMMUNICATIONS TASK
DEFINITIONPROBLEM: LOW AWARENESS
TASK DEFINITION: INCREASE BRAND NAME AWARENESS FROM 10% TO 40% BY END
IN ORDER TO CREATE NOISE WHERE VENGEANCE UNIVERSITY WANTS TO
IT, IT NEEDS TO INCREASE PRODUCT RECOGNITION BY INCREASE IN MEDIA
REACH. THIS MUST BE SOLVED IN ORDER TO MOVE FORWARD.
PROBLEM: TOO FEW LEADS
TASK DEFINITION: GENERATE 50% MORE SALES LEADS WITHIN TARGET AUDIENCE
THE FIRST QUARTER OF 2015.
NEEDING TO IDENTIFY THOSE WHO HAVE EXPRESSED SOME SORT OF INTEREST OR
MORE INFORMATION BY MAGAZINE, EMAIL, OR WEBSITE VISIT.

7. WHO:TARGET AUDIENCE
DEMOGRAPHICS:
•TEENS AGED 14-19,YOUNG
ADULTS AGED 20-25,
•ROCK/HEAVY METAL GENRE
FANS

8. REACH OBJECTIVES
PROMOTIONS
• AN INTRODUCTION INTO NEW
COMPANY PROMOTIONS LIKE HAND
SIGNED GUITARS OR BACKSTAGE
PASSES!
AWARENESS
• EXPAND REACH WITH A SIMPLE
WEEKLY REMINDER VIA MEDIA
COMMUNICATIONS
FREQUENCY OBJECTIVES
• THIS SITUATION REQUIRES HIGHER
FREQUENCY OVER REACH.
(TRPS=REACH X FREQUENCY)

9. WHERE:GEOGRAPHIC OBJECTIVES
SUPPORT THE BUSINESS IN RELATION TO SALES POTENTIAL.
•THERE IS GOOD BRAND DEVELOPMENT INTHEWEST COAST HASTHE
HIGHEST SALES PERCENTAGEWITH NEARLY 60%. EAST COAST COMES IN
WITH 15% WHILETHE SOUTH ACCOUNTS FOR 20% AND GLOBAL SALES
MAKE FOR ONLY 5%.

10. WHEN:TIMING OBJECTIVES
ALLOCATE ADVERTISING DOLLARS SEASONALLY IN RELATION TO SALES.
• MOST REVENUE OCCURS BETWEEN HALLOWEEN AND CHRISTMAS. ROUGHLY
80% OF THE BUDGET SHOULD BE SPENT DURING THE MONTHS OF OCTOBER-
DECEMBER.

11. MEDIA STRATEGYBASED ON THE BUDGET FROM VENGEANCE UNIVERSITY, THERE ARE ONLY A
FEW MEDIA CLASSES WE WILL EXAMINE AND USE IN OUR MARKETING
STRATEGY.
The mix of communications thatVengeance
University will implement to increase
awareness and chase sales leads will include
the following:
Media Selection
-Radio
-Magazines
-Internet
Radio
• Satellite
• Network
Magazines
• National
Music
Publications
Internet
• Search
• Email
• Social
Networks

12. TACTICAL PLANNING
2015 January February March April May June July August September October November December
Radio Spot
:25s
50%Evening 84 TRPS 80 TRPS 80 TRPS 80 TRPS 85 TRPS 85 TRPS 85 TRPS
50% Late Night
Magazine (P1C)
Guitar Weekly
Rolling Stone
Internet
Paid search
engines
Social Media

13. TEST MARKETING
TEST MARKET SELECTION
• TWO CONTROL MARKETS, AND TWO TEST MARKETS. (WEST COAST, EAST COAST AS CONTROL AND
MIDWEST, SOUTH AS TEST MARKETS)
TEST MARKET TRANSLATION
• TESTING SHOULD LAST NO MORE THAN A SIX MONTH PERIOD UNLESS THERE IS A NEED FOR EARLY
TERMINATION.
TEST MARKET MEASUREMENT
• MUST USE FIELD RESEARCH IN ORDER TO TRACK PRODUCT SATISFACTION, REACTIONS AND COMMENTS!

14. IMPLEMENTATION PLAN
NEXT STEPS
• APPROVAL________________________________________DEADLINE
• APPROVAL OF TRADITIONAL MEDIA STRATEGY AND PLAN 3/15
• AUTHORIZATION TO PURCHASE RADIO/ MAGAZINE ADS 3/15
• TESTING MARKETS 4/15
• PROMOTIONS APPROVAL 6/15

15. SOURCES
•
• HTTP://WWW.DIGITALMUSICNEWS.COM/PERMALINK/2014/09/09/YOURE-
SELLING-T-SHIRTS-GENRE
• HTTP://WWW.IBISWORLD.COM/INDUSTRY/ONLINE-ORIGINAL-DESIGN-T-SHIRT-
SALES.HTML
• WWW.VENGENZ.COM
• WWW.FACEBOOK.COM/VENGENZ1
• WWW.TWITTER.COM/VENGENZ_1