Intangible Industries’ Media Plan for:

Who are we?

Intangible Industries is a fictional company that is formed by five advertising students here at West

Virginia University. We have worked for many weeks compiling information and creating a media plan that

we believe will help launch your new company, Bovine Basics.

What we have done for you

Over the weeks, we have gathered data and information that will best fit for a successful advertising campaign.

• Situation Analysis• Marketing Mix• Marketing Plan Objectives• Target Market Profile• Media Objectives• Media Strategies

• Creative Strategies• Promotional Strategies• Media Recommendations• Media Schedule• Budget Allocation• Future Recommendations

Situation AnalysisStrengths• 100% Natural• Only organic fertilizer that offers both nutrients as well as soil

structure and water retention• Offers different micronutrients than competitors• Slow release of nutrients

Weaknesses• No name recognition• Limited sales• Very specific market base• Lack of knowledge of the benefits of the product by the

consumers• Limited budget

Situation Analysis (cont.)

Opportunities• First product of its kind introduced into the market• Potential for expansion• Control of market

Threats• Lack of interest in a new product • Similar product introduced into the market

Marketing MixProduct:Bovine Basics is an organic fertilizer that offers the benefits of water retention, soil aeration and soil structure as well as the macronutrients nitrogen, phosphorous and potassium along with other micronutrients. It is 100 percent natural and comes from anaerobically digested cow manure that is then pasteurized giving the product sustainability as well as incentivizing biogas production. It is a “green” alternative to peat and is safer than many chemical fertilizers.

Price:The cost of Bovine Basics organic fertilizer is roughly $8.00 per hand packaged bag that weighs approximately 20-25 pounds which is more cost friendly than its competitors which offer similar sized bags for $12-$30 per bag.

Place: Bovine Basics is produced in and distributed locally in Minnesota and Wisconsin in small lawn and garden shops. However, larger stores and national distribution is a goal. Promotion: There has been little promotion for this product because it is in its introductory stage. However, the company would like to advertise in local magazines and at local gardening events. In the past, the owners of Bovine Basics have offered educational workshops to show the benefits of their products as well as how to use them.

Marketing Plan Objectives• Develop local distribution and sales with the overall

sales goal of $500,000 from May 1, 2011 to April 20, 2012

• Achieve a 5 percent market share in Minnesota and Wisconsin by displacing peat, compost, and fertilizer (the main competition).

• Impressions should be concentrated to highly selected target markets to achieve a realistic, but fair, share of the noise level against key competitors.

• Provide a strong kick-off at the beginning of and maintain a good effort throughout the peak sales season(s).

Target Market Profile• Gender: Female• Age: 50-59• Geography: Minnesota-Wisconsin

• Our target makes “green” lifestyle choices. • They recycle their trash, purchase organic foods and drive hybrid cars. • These mothers have more leisure time than younger mothers due to

their “empty-nest” lifestyle.

Media Objectives

• Increase awareness and influence purchase content. • Stimulate trial use • Convert one-time purchasers to repeat purchasers • Switch consumers from other brands• Increase sales, dispel a misconception • Enhance the image of the company

Media Strategies• Increase awareness by exhibiting at the Home and Garden Show

in Minneapolis, Minnesota, and the Garden Expo in Madison, Wisconsin.

• Keep updated with the specified social media sites to maintain customer service and receive useful feedback.

• Provide samples of the product at local home and garden stores and eventually at Lowe's and Home Depot.

• Use direct mail (or e-mail) to current clientele and first-time buyers to maintain brand loyalty in a more personalized manner by sending customized magnets and/or a brochure.

• Advertise in appropriate geographical magazines. These magazines should directly reach the chosen target by consumer desire.

Creative StrategiesSummary of Target:Females aged 50-59, who live in the Minnesota-Wisconsin area. They make “green” lifestyle choices as much as possible. They recycle their trash, buy organic foods, and drive hybrid cars. Primary Consumer Benefit:Growers can get the most out of their gardens using Bovine Basics. It is the best organic fertilizer on the market due to the chemical process in which it is formed. By purchasing this product, consumers are also fighting against global warming. Benefit Support:Our product is all-natural: 100% anaerobically digested manure. Bovine Basics releases nutrients slowly into the soil, nourishing your garden regularly and equally. Anaerobic digestion essentially pasteurizes the manure to kill bacteria and neutralize seeds. The process in which this product is created is much less devastating on the environment than normal manure manufacture.Campaign Theme: Bovine Basics is great for your garden and even better for the environment.Tone: Informative.Tagline:Bovine Basics: living cleaner today for a greener tomorrow.

Promotional Strategies

Objective: Provide a strong kick-off at the beginning of and maintain a good effort throughout the peak sales season.Method: Publicize the product in magazines, trade shows, direct mail advertisements, and social media outlets. Also, a new logo and bag should be created to highlight the products new personality.

Media Recommendations

• Events- the Home and Garden Show and the Garden Expo

• Product Sampling• Social Media- Twitter, Facebook, Youtube• Direct Mail- Magnets• Local Magazines- Midwest Home

Magazine and Minnesota Monthly.

Media ScheduleA pulsing media campaign will be used. This is a combination of a flighting and

continuous media schedule. The product will be sold year-round, but will be of focus more in the peak sale months, which will be February through May, and August

through October.

Budget AllocationBudget Limitations: Stick with the original $10,000 dollar budget for this campaign.

Future Recommendations

• Youtube videos are a free way to promote your product and get instant customer feedback. You can be creative and the internet has no limits.

• Expand the consumer market. Develop a shipping plan and ship to states other than the Midwest.

• Obtain organic certification to boost sales among organic growers.

• Purchase an automatic bagger for more efficient production.

• Maintain a strong position in the new market as more fertilizer businesses emerge.

• Create an option to buy directly from the website. Ease of access is highly profitable.

• QR codes for coupons and other specials.

Thank You!Intangible Industries thanks you for giving us this opportunity and allowing us to be a part of your new business. We recognize your company’s worth

and we are proud to have created and presented you with a media plan that is sure to help boost company growth.

Dan Alkire- Product ResearchBrian Aluise- Creative DirectorKylie Bober- Account ManagerAJ Faleski- Audience Research

Tori Stambaugh- Media Research