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2012 Marketing Plan

Written, prepared and presented by

Stevi M. Buglewicz

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Table of Contents

Situation Analysis………………………………………………………………..…3

Research…………………………………………………………………………...3-4

Surveys…………………………………………………………………….20-22

Goals…………………………………………………………………………………5

Target Audience………………………………………………………………….....5-6

Big Idea………………………………………………………………………………7

Position……………………………………………………………………………….7

Strategy……………………………………………………………………………….7

Appeals………………………………………………………………………..7

Ads: visual, audio, feeling…………………………………………………….8

Placement…………………………………………………………………………...9-10

Campaigns…………………………………………………………………………..10-18

Outdoor……………………………………………………………………….10

Sidewalk Ad…………………………………………………………………..11

Direct Mailers……………………………………………………………….12-13

Online ……………………………………………………………………….14-15

Social Media…………………………………………………….……14

Website……………………………………………………………….15

Print Ads……………………………………………………………………...16-17

TV Script………………………………………………………………………18

Radio Script……………………………………………………………………18

Presentation Prezi………………………………………………………………29

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Situation Analysis

Product: Bumps and Bundles Maternity and Kids Consignment is a store that buys and sells

gently worn, near new condition high-end kids and maternity clothing and equipment, such as

strollers, diaper bags, toys and other name brand kids and maternity items.

Strengths (Internal Elements)

Variety of items

Attractive layout

Large space

Well-stocked

High quality products

High-end name brand items

Only Bumps and Bundles in Colorado

Weaknesses (Internal Elements)

No reputation

Hardly any print advertising

Barely any online advertising

No media advertising

Only 1 staff member-owner does all

work

Website mostly under construction,

does not follow branding

Very little online traffic and no online

consistency

Opportunities (External Elements)

Near college with wealthy student

population

Located in wealthier family-friendly

town

Only high-end consignment store in

town

Only high-end consignment store

dedicated to kids and maternity in

Golden and surrounding cities

Consignment stores are eco-friendly

Low cost items are attractive during

harsh economic circumstances

Buys items as well, which is also

attractive in a harsh economy

Threats (External Elements)

Bumps and Bundles is a pediatrician

practice in California. Bundles and

Bumps is a pregnancy photography

company in Arizona. Both show in

keyword search online.

Abundance of thrift stores,

consignment stores and kid's item

stores as well as maternity stores in

Denver and surrounding cities

Research

Secondary Research

According to owner observations, many customers are fashionable, young moms that are in town

with their new husbands or long-time boyfriends attending the School of Mines. Grandmas are

also common customers and they tend to be higher income, retirement fund grandmothers.

Fathers are not as common in the store, but have shown themselves to be the higher paying

customers when they do come in either by themselves or with their wives and families. These

fathers are normally upper middle class, local men.

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Bumps and Bundles is a new business, so there is not much in the way of secondary research for

this particular store, but other consignment stores not far from Golden, CO have had some loyal

followers. Thrift stores that also sell used clothing and kids and maternity items are very popular

in Denver and surrounding areas, such as Golden. Websites like TheThriftShopper.com and

Yelp.com show that there is an active thrift store shopper community because people can find

high-end items for lower prices than retail and outlet stores. Also, people feel they are being

more environmentally caring when they shop at thrift and consignment stores. Another type of

shopper, the scavenger, also prefers consignment and thrift stores because they can find items

that are no longer sold in chain stores, so they feel they have found a unique item.

Mommy Blogs, such as youngmoms.com, focus on money-saving tips and tricks. These include

coupons and specific websites. They also mention that many young moms feel they are being

stereotyped as not being very good moms because they can't afford nice things for their child and

they don't know as much about children. So, this shows that young moms would like to break

that stereotype because they do want high-quality products for their children and they want to

show they care just as much for their children and they are just as good at being mothers as older,

more financially stable mothers.

Primary Research

Two surveys have been sent out: one to potential customers and one to current customers. The

first is a surveymonkey.com multiple answer survey asking parents to describe how they buy and

decide to buy their children's items. This survey helps to find out how people decide to purchase

from certain stores, how often they decide to purchase items for their children and why they are

buying children's items. This survey was taken by young mothers living in Denver, Littleton and

Englewood in Colorado. Most look to spend as little as possible for their child's clothing by

receiving gifts, using hand-me-downs and shopping sales and thrift stores. They do not have a

loyalty to just one brand, but do shop frequently. This group of young mothers seems like they

would be largely influenced by the low price aspect of Bumps and Bundles and would be

attracted by coupons and sales within the store.

The second survey is for current customers in order to find out how they heard about Bumps and

Bundles and to see which demographic is shopping there currently. This is given to customers

during checkout and can be continually used during the marketing process to see if there is an

increase in customers coming in based on internet ads or other types of advertisements.

According to this survey, the customer base is currently made up of females buying for their own

child while some are buying for their grandchild. Currently, customers are only finding out about

Bumps and Bundles by driving by and word of mouth from other customers. Most are new

customers that live in Golden, Colorado. Based on these results, Bumps and Bundles is reaching

its target market of mothers and will benefit from marketing in Golden, but needs to market to

surrounding areas in order to expand its customer base to mothers outside of Golden.

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Goals and Objectives

This campaign will increase awareness of Bumps and Bundles as a kids and maternity store,

increase in-store sales, introduce sales, coupons and special events and change customer's minds

that name brand items are too expensive for their budget.

Internet: Twitter and Facebook followers will increase by at least 15 followers each per quarter

and the website will attract at least 15 more views every quarter.

Print ads: Flyers and sidewalk ads reach residents of Golden and immediate surrounding areas

for people that normally shop in and around Golden. The increased awareness from these ads

will be measured solely by surveys given to customers by staff at the time of purchase, which

should show a 10% increase in the number of customers that were made aware of Bumps and

Bundles by print ads.

TV/Radio ads: TV and radio advertisements reach a local area as well as further cities, such as

Denver, Englewood, Aurora, Parker and Highlands Ranch, which all have significant suburban

populations. The increased awareness from these ads will be measured solely by surveys given to

customers by staff at the time of purchase, which should show a 10% increase in the number of

customers that were made aware of Bumps and Bundles by TV and radio ads.

Val-pak and direct mailers include coupons to increase awareness as well as sales. Increased

awareness brought on by these ads will be measured by the amount of coupons used. There

should be a minimum of 10 coupons used every quarter to support the extended use of coupon

advertising.

The combination of direct mail/coupons, social media/internet, print and TV/radio ads should

result in a sales increase of 25% each quarter.

Target Audience

The target audience contains these characteristics:

First or second time mother

The first time mother does not have hand-me-downs for their child from any

previous children and does not have maternity clothes from a previous pregnancy.

By reaching this audience, staff can appear knowledgeable and friendly in order

to create a loyal customer out of this first time mom so she feels comfortable

returning for any future purchases for her first child and any future children.

Many first time mothers may be excited, but also confused and have many

questions, so by appearing as a knowledgeable, well put together store, these

could be return customers. First time mothers also invite many friends and family

members to baby showers and can recommend Bumps and Bundles as high-end,

low-price store for their child.

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Second time mothers may not have hand-me-downs if their second child is a

different gender than their first. Also, all pregnancies are different and they may

need to purchase different maternity clothes due to different weight gain or a

different type of pregnancy (multiple children versus single-child pregnancy the

first time).

Young mother (age 18-29)

The young mother demographic is conscious of fashion trends and pays attention

to looking stylish during pregnancy and assuring their child also has "cute" and

fashionable clothing and items. However, they may not have as much money as

older moms that have had more time to save up for their pregnancy and child. So,

they can be relieved to find a store with brand name, high-end items sold at a

lower price than buying directly from the brand's store.

This age demographic does most research online and has one or more social

media profiles. They are an easier target to market to freely through online ads

and offers.

Upper middle class

The high-income, rich demographic can order online or shop at high-end retail

stores and spend time at malls and boutiques to buy brand names directly. They

may also be loyal to certain brands and want to buy direct in support of those

brands which include: Calvin Klein, Ralph Lauren, Gymboree and other brands

that are featured in their own stores and not inexpensive retail outlets such as

Wal-mart or Target.

Mothers in the upper middle class demographic have luxury money, but not as

much as the high-income demographic. They are aware of name brand items, but

do not have the income to be loyal to just one brand or buy direct. A consignment

store sells name brand items at a lower price than direct stores. So, mothers can

still purchase high-end clothing without spending necessity money.

Environmentally and socially conscious

Consignment clothing stores are more environmentally friendly than direct stores

and boutiques because they recycle items rather than throw out dyed, hardly used

items. Not only can you purchase these items, but items that are not purchased go

to benefit the Tall Pines Indian Reservation in Kansas. So, Bumps and Bundles

caters to the values of recycling and charity.

Residents of Golden and as far as Denver (approximately 15 miles)

There are plenty of thrift stores, consignment stores, children's stores and

maternity stores in Denver and the surrounding areas, but only Bumps and

Bundles can promise high-end, brand name clothing and items specifically for

babies and maternity at a low price. Bumps and Bundles does not have an online

store and does not currently have plans to start one, so the customer base is

physical, in-store sale from local residents.

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Big Idea

The Back-Up

The campaign plays off the idea that little babies create big messes and, therefore, require

replacement items and the "back-up" outfit. The back-up outfit is the outfit that every mom

carries in their diaper bag for when their baby covers their clothes in food or liquid.

Advertisements use this idea to say that moms can afford to carry around name brand clothing as

their back-up outfit, so it doesn't look like they are dressing their baby in their second choice

outfit after they make a mess of the first one. Ads will also focus on broken toys and stained

items such as carriers and blankets to promote name brand baby equipment mothers will need to

purchase as a replacement for their previously ruined items.

Position

Bumps and Bundles Maternity and Kids Consignment sells high-quality, high-end name brand

products that all mothers and mothers-to-be can afford even if they don't have the money to

purchase name brand products directly from the retailers, while also being a green alternative to

buying direct because baby and maternity items are being recycled when you sell to or buy from

Bumps and Bundles.

Strategy

Appeals

Humorous: most ads will rely on humor to illicit a positive emotional response with the

Bumps and Bundles brand. Humorous ads will trigger future memories when shoppers

think about where to buy maternity and children's items.

Emotional: body copy and TV ads must focus on using humor to illicit a positive

emotional appeal, but also stir loving and caring emotions in viewers. These emotions

will remind viewers to buy high-quality items for their child or as a gift for another's

child to show that they care enough to buy quality and name brand products.

Ads

Visual

Each advertisement features one or more baby posing in common infant poses.

Photographs show babies smiling at the camera or covered in food or liquid. They will

also feature high-end items for young children. These ads will use bright colors for the

pictures and bright lighting, while the words of the ads will match with the logo: mainly

black and white with a splash of yellow, martini green and/or pink for bright color.

Audio

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Music is light, cheerful and soothing in the background to create a sense of joy and

comfort. Voice is smooth, slow and female to speak to a maternal audience.

Feeling

The feel of the ads is high-energy, positive, cheerful and family-oriented. They will

portray the brand as a family friendly, high-quality consignment store that caters to all

baby and mommy needs. The goal is to remind families and their friends about baby

needs during pregnancy and the beginning months of childhood, while also making them

smile and feel a sense of remembrance and joy at common baby activities and

personalities.

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Placement

Online Advertisements Mommy blogs

ads submitted each

month to be on each

monthly blog

Specifically mom blogs that

cater to young moms (defined

as mothers in their teens and

twenties). These mothers are

looking for a way to buy

inexpensive products, but still

show they are trendy and can

provide nice items for

themselves and their child.

Facebook

pay for ad once per

month per Facebook

guidelines

Facebook ads target audiences

based on their status updates

and page likes, so new moms

that track their pregnancies

and update their friends on

their new children/family will

see ads for Bumps and

Bundles.

Review sites Google review, Citysearch and

Yelp.com categorize stores

based on keyword searches, so

creating a positive outlook on

review sites will attract

customers already looking for

products that Bumps and

Bundles sells.

TV Advertisements Times

Ad featured during the

day, starting at 10 AM

until primetime to

reach the stay-at-home

and home from work

audience

Commercial played on

specific Colorado channels to

reach a local audience.

Channels include 2, 4, 6, 7, 9,

20 and 31 to reach Denver and

surrounding areas.

Radio Advertisements Times

Played from 5 AM

until 9 PM to reach the

stay-at-home and home

from work audience

Commercial played on FM

stations to attract a local

audience. Specific stations:

106.7, 93.3, 95.7, 107.5, 91.1,

100.3 and 97.3 to attract their

younger demographic.

Local placements Colleges

ads distributed the 1st

of each month to

attract newly

discovered pregnancies

School of Mines, University

of Denver and Auraria

Campus will reach out to

young moms who are on

campus as students or visiting

the dads that are students.

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Poster and flyer ads are best

placed here as a quick way to

grab attention and give

location information. Bumps

and Bundles is only a few

blocks away from School of

Mines and 15 miles from

Denver.

Golden Tribune

ad in May issue to

attract summer

shoppers at the

beginning of summer

Ad space in the local Golden

Tribune will attract the whole

Golden community, which

includes moms, but also

grandparents, other family

members and family friends

by showing there is a local

store that can handle their

baby and baby gift needs.

General Advertising Valpak

submission completed

at end of each season

to move new items at

the beginning of each

next season

Valpak provides coupons in

paper mailers to Golden and

surrounding areas. It also

provides coupons online that

show in all search engines

based on keyword searches.

Outdoor Campaign

This campaign will grab the attention of people walking around town, so they are made aware of

Bumps and Bundles' location in order to purchase products from the store.

People out walking are normally shopping or participating in other leisure time activities and

walking across this advertisement will remind them of things they need to pick up for their baby

or a friend or family member's baby. It can also catch the attention of pregnant women out

walking and let them know there is a store close by that can provide maternity clothes and baby

products.

Ads feature a different mess, such as a spill, broken toy or stain on each sidewalk square leading

up to the message that babies make messes and educating that Bumps and Bundles can provide

new products when old ones become messy or broken, which leads to a colorful ad with location

and website information.

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Direct Mailers

The advertisement is a disposable, thin plastic green bib with spots on it to make it look like it

already has spills scattered all over. It can be used as soon as it is removed from the envelope and

unfolded.

The second page to the mailer contains additional store and website information as well as a

coupon to encourage customers to purchase in-store products.

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Check out our websites for exclusive promotion information:

http://babygogreeninc.com/

http://www.facebook.com/pages/Bumps-Bundles-Maternity-Kids-Consignment-Boutique/

http://www.bumps-and-bundles.com

Name brand items, not name brand prices!

So, you and your loved one can look your best, no matter what

the mess.

At Bumps and Bundles, we know what being a mom is like, from

the first smile to the never ending amount of spills, stains and

broken toys. So, whether you're buying for the first time or

shopping for replacements, come see our friendly staff for all your

baby needs.

We also know being a mom is busy enough as it is and that's why

we are here for you 7 days per week. If we don't have what you're

looking for on the day you come in, our owner will make it her

personal mission to find it for you,

just ask!

Bumps and Bundles is also proud to be the exclusive retailer for

Baby Go Green products for fashion forward, eco-friendly families.

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Online advertising

Social Media

http://www.facebook.com/pages/Bumps-Bundles-Maternity-Kids-Consignment-Boutique

www.twitter.com/BumpsAndBundles or @BumpsAndBundles

Both Facebook and Twitter accounts update followers on current promotions and sales

going on in the store. When no sales, friendly updates will remind customers about the

already low prices. Accounts will also update customers when new shipments arrive if

they are big shipments or popular items.

www.yelp.com/BumpsAndBundles

Yelp will be frequently checked to verify reviews are positive and encourage customers

that are looking for maternity, kids and consignment stores in the area.

Facebook, Twitter and Yelp followers will be offered exclusive, limited time deals at least twice

per year, once at the end of fall and once at the end of spring in order to increase customer sales

on new products.

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Website

Home What We

Buy About

Special

Offers Hours Location

Contact

Us

Meet

Riley

Home Page

Products listed

under the About

tab

Sub-tabs

Baby

Clothing

Photos

Baby

Equipment

Photos

Maternity

Clothes

Photos

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Print Ads

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TV Script

Music 2 seconds. Face it. Our little ones make big ones. Since you can't fit a washer and dryer

into their diaper bag, you'll need the next best thing: the back-up outfit. Thanks to Bumps and

Bundles Maternity and Kids Consignment, you can buy name brand clothing without paying

name brand prices, so even the back-up outfit can show your favorite label. Bumps and Bundles

in Golden, Colorado: brand name items that every mom can afford. Even if it is just for back-up.

http://screencast.com/t/kQVx9anho

Radio Script

(Baby voice) Pasghetti sauce! Grape juice! Booberries! (Adult female voice) If you're a mother,

you can already see the stains on your child's clothes, toys, chair and places that still surprise

you, but now, thanks to Bumps and Bundles Maternity and Kids Consignment, you don't have to

spend a fortune on your favorite name brand items for your child, so their big messes don't cost

you big money. Bumps and Bundles in Golden, CO: brand name items that every mom can

afford. (Baby voice trailing off) Cereal! Apple juice! Milk!

http://screencast.com/t/c6QWT0CDdhHe

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Presentation

http://prezi.com/xuw4jo4cifbv/ad-class-presentation/

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1. Where do you purchase your child's

clothing?

Online Shopping

Gifts

Loyal to one store/brand

Store closest to where you live

Mostly thrift stores

Mostly hand-me-downs

Other (please specify)

2. What is your favorite place to buy kid's

items and maternity clothing?

Don't Have One

Other (please specify)

3. Would you be willing to buy previously-

worn clothes in good/near-new condition

because they are less expensive than new

clothes at most chain stores?

Yes

No

Other (please specify)

4. How do you decide where to buy your

child's and your maternity items?

Coupons

Sales

Online Ads

Friend and family recommendations

Loyalty to one brand/store

Drive-bys

TV ads

Other (please specify)

5. Do you actively look for sales and/or

coupons on your child and/or maternity

items?

Always

Usually

Sometimes

Never

6. How often do you find yourself

purchasing clothing items for your child?

Almost daily

Few times per week

Whenever I realize I need something

Whenever they grow out of their current clothes

Other (please specify)

Question 1

online: 2

gifts: 5

one store loyalty: 1

Question 2

Target: 3

Old Navy: 3

Gymboree: 2

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thrift stores: 3

Hand-me-downs: 5

Other: 2=consignment stores 2=store

with good sales

Gap: 1

Bumps and Bundles: 1

Motherhood Maternity: 1

Carter's: 1

Babies 'R' Us: 1

No favorite: 5

Question 3

Yes: 12

No: 2 (one specified as not if it's a gift

for someone, would for own kid)

Question 4

Drive-bys: 7

Online: 1

Coupons: 4

Recommendations: 4

Loyalty to one brand: 1

TV ads: 1

Sales: 7

Other: 1=magazine ads, 1=price

comparison, 2=store loyalty to more

than one store

Question 5

Always: 3

Usually: 3

Sometimes: 6

Never: 3

Question 6

Almost Daily: 0

Few times per week: 2

Whenever I need something: 9

Whenever they outgrow: 2

Other: 1=whenever there is a great sale,

1=buy as gifts for kids

Circle answer or place an X next your chosen answer Are you? Male____ Female____

Is this your first time at Bumps and Bundles? Yes___ No___

How did you hear about Bumps and Bundles? Internet___ Another Customer___ Just Driving By___ Other, please specify______________________________________

Where do you live? In Golden_____ Near Golden____ Over 30 miles from Golden______ Who are you buying for? Your child_____ Your grandchild____ A gift for someone else____ Thank you for taking time for this quick survey! This will help us with special promotions and

deals for our customers in the future. Have a great day!

Question 1

Male: 0

Female: 16

Question 2

Yes: 4

No: 12

Question 3 Question 4

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Another Customer: 6

Drive-bys: 6

Internet: 1

Other: 3 = mailers

In Golden: 14

Near Golden: 1

30+ miles from Golden: 1

Question 5

Child: 11

Grandchild: 4

Gift for someone else: 0

Selling clothes: 1