mike reed, ellie steen, marc kroseberg, logan hand, jinjin · pdf file1"! ! mike reed,...

1

MIKE REED, ELLIE STEEN, MARC KROSEBERG, LOGAN HAND, JINJIN MOU

2

Executive Summary ....................................................................................................................................................... 3 Industry Information .................................................................................................................................................... 4

Client Background ....................................................................................................................................................... 10 Problem ........................................................................................................................................................................... 10

Target Market ............................................................................................................................................................... 11

Competition ................................................................................................................................................................... 17 Competition SWOT Analysis ................................................................................................................................................. 20

Objectives ....................................................................................................................................................................... 22

Strategies ........................................................................................................................................................................ 23 Tactics .............................................................................................................................................................................. 26 Airport: Double-‐Sided Static Display ................................................................................................................................. 26 Electronic Billboard ................................................................................................................................................................ 27 Website Redesign ..................................................................................................................................................................... 28 Reusable/Recycled Shopping Bags ................................................................................................................................... 29 Coupons ....................................................................................................................................................................................... 30 Farmers Market ........................................................................................................................................................................ 31 Spinning Sign Doll .................................................................................................................................................................... 32 Church Bulletin Board Flyer ................................................................................................................................................. 33 Online Video Clip ...................................................................................................................................................................... 34

Control & Implementation ........................................................................................................................................ 37

Conclusion ...................................................................................................................................................................... 38

Works Cited .................................................................................................................................................................... 39

Table of Contents

3

Executive Summary A successful implementation of this advertising plan for The Skinny Pantry will boost business by

providing the store more opportunities to convert customer traffic into sales. The primary objectives are to increase awareness of The Skinny Pantry, increase in-‐store foot

traffic, and to align and coordinate The Skinny Pantry branding messages. To accomplish the objectives, this plan uses strategies, which target The Skinny Pantry’s market, which is predisposed to shop and purchase The Skinny Pantry products. Based on the industry and target market research, The Skinny Pantry’s target market is people aged 55 years and older with disposable incomes and a desire to live a healthy lifestyle.

The creative strategy is built on the fundamental advantage and primary benefit The Skinny

Pantry offers which is customized service to each customer through service, convenient store layout, and carefully selected product offerings. For shoppers with specific dietary needs or restrictions, their Skinny Pantry experience is always pleasurable, quick and easy because the store products are organized by isle for your own particular need. For this reason, The Skinny Pantry is not just for everyone, it’s for the individual hence the tagline: “Not Just for Everyone, For You.” This tagline invokes a sense of importance, feeling special, individuality, and welcoming, everything that is The Skinny Pantry Experience. To match the healthy, clean and simple feeling of the store, the campaign theme is clean, simple, bright, cheery and happy colors of greens and blues, which are also earthy and healthy. Even the fonts are friendly and relaxing.

To communicate this message consistently to the consumer, this plan details specific

communications utilizing online, out-‐of-‐home, outdoor, and other highly effective strategies. Tactics include an advertising sign in the busy Southwest Florida International Airport baggage claim, a highly trafficked billboard along 41 near the store, a sign spinner to be positioned near the road, flyers on church bulletin boards, a YouTube video, and even event marketing at the local farmers market where coupons in reusable shopping bags with The Skinny Pantry brand are distributed to attendants.

Putting The Skinny Pantry on the Fort Myers Map and in the mind map for Fort Myers customers is the key for The Skinny Pantry and this plan is carefully crafted to accomplish this. Implementing this plan will accomplish the objectives necessary such as brand recognition, positioning, and awareness to expand market share and prominence within the community. This plan will take the customers on a journey from a lack of awareness into a stage of liking, preferring, conviction, and ultimately purchasing behavior.

Executive Summary

4

Industry Information Industry Information Analysis Skinny Pantry is primarily in the Health Food Store Industry, a mature industry that closely competes with other related industries in the sector. Compared to the other related industries detailed below, this primary industry yields higher profits. The Skinny Pantry’s market is expected to maintain very slow growth, which means The Skinny Pantry’s growth, will come from increased market share. The requirements to compete for market share in this industry are detailed in the Client Focus Section below. Skinny Pantry’s Related Industries Skinny Pantry is in the Health Food Store Industry (44619), the US Grocery Stores and Supermarket Industry (44511), and the Specialty Food Stores in the US Industry (44529). *Charts produced from sources in Key Drivers of Industry for each respective segment. Health Food Store Industry (44619)*

Industry Information

5

Health Food Store Industry (44619)*


6

US Grocery Stores and Supermarket Industry (44511)*


7

Specialty Food Stores in the US Industry (44529)*


8

Key Drivers of Industry According to IBIS World, the primary drivers of the Health Food Store Industry are (Sally Lerman, 2014):

§ Healthy eating index § Per Capita Disposable Income § Number of people with private health insurance § Research and Development Expenditure

The primary drivers of the US Grocery Stores and Supermarket Industry are (Jeffrey Cohen, 2014): § Per Capita Disposable Income § Consumer Confidence Index § Population

The primary drivers for the Specialty Food Stores in the US (Sally Lerman, 2014): § Per Capita Disposable Income § Healthy Eating Index § Population

Key Drivers Information: § Healthy Eating Index (IBISWorld Business Environment Profiles Healthy Eating Index, 2014):

o 2013-‐2018 estimated growth: -‐.05% o Very slow decline of healthy eating since the late 1990s as a result of rising vegetable costs,

lower disposable incomes and cheaper food alternatives. o Sliding growth expected to continue.

§ Per Capita Disposable Income (IBISWorld Business Environment Profiles Per Capita Disposible Income, 2014):

o 2013-‐2018 estimated growth: 2.5% o Slow but steadily strengthening disposable incomes over the next 5 years is expected

hindered by rising tax rates to pay for dual stimulus packages and is dependent upon the stock and housing market values continuing to improve.

o Slowly rising growth is expected to continue. § Number of people with private health insurance (IBISWorld Business Environment Profiles

Number of People with Private Health Insurance, 2014): o 2013-‐2018 estimated growth: 2.3% o 25 million people are expected to gain health insurance coverage by 2018 as a result of the

Affordable Care Act of 2010. o Considerable increases are not genuine because of government intervention into the health

coverage industry. As a result, this key driver is not an accurate measure for determining the trends in the related industries.


9

§ Research and Development Expenditure (IBISWorld Business Environment Profiles Research and

Development Expenditure, 2014) o 2014-‐2019 estimated growth: 2.1% o Companies are predicted to make investments into new products which were slowed

during the recession. § Consumer Confidence Index (IBISWorld Business Environment Profiles Consumer Confidence

Index, 2014): o 2013-‐2018 estimated growth: 5.2% o Consumer Confidence is expected to grow steadily with incomes, the economy, and

employment levels. § Population (IBISWorld Business Environment Profiles, 2014):

o 2013-‐2018 estimated growth: 0.8% o The population will be increasingly full of people age 65.

Client Focus Health Food Stores face low technological change, low revenue volatility, medium regulations, and

low industry assistance (Operating Conditions). In the Health Food Store Industry, “Brand awareness and niche labor skills are key to product differentiation… Staff training is required to increase revenue growth (Operating Conditions).”

According to IBIS World’s Industry Operating Conditions: Businesses in the Health Food Industry offer membership programs to award loyalty benefits, centralized checkout stands which use barcode pricing instead of price labels, and cameras for security.

The Keys to Success that the client faces daily are (Key Success Factors): Controlling stock on hand

by reducing costs and increasing stock turnover. Evaluating offerings to meet consumer demand helps differentiate the store from competitors. Preventing overlap for products being sold by mass retail competitors is important as well. Establishing brand names is a key because customers purchase products they know and trust. Providing customers a convenient store for good parking and easy access is important to promote repeat customers. Designing the store carefully will optimize the service environment and boost customer satisfaction and sales (Store Design and Visual Merchandise , 2011). Knowledgeable staff is required to compete against mass retailers. Treating employees as partners push satisfaction levels higher widely improving customer service and reduces turnover and training costs (Warren, 2009). Gaining supply contracts enhance pricing terms and increase ability to stock high demand products.


10

Client Background The Skinny Pantry is a tight niche and hyper local health food store that concentrates in the

specialty foods market. They mainly cater to extremely health conscious individuals who are either trying to lose weight or have particular diet restrictions due to health issues. They also carry and stock locally produced goods that are generally only found at farmers markets. The owner, Terry Foster is a licensed dietician, and started her mission back in 2008 when she discovered how hard it was to fill her home with healthy and tasty snacks for her family. She decided to provide the solution in Southwest Florida, and the official grand opening for The Skinny Pantry’s new location was February 22, 2014.

The store carries a wide variety of sugar free, low-‐carb, and gluten free foods. The Skinny pantry

was open at a previous location for the past few years, and recently relocated to Tamiami Trail in Fort Myers. “Our goal at The Skinny Pantry is to educate our customers about what they can eat, and help them find food that tastes good and makes them feel and look great (Foster, 2014).” The Skinny Pantry offers special services that help to differentiate from its competitors by providing concierge diet and grocery list services to its customers. Terry Foster uses her knowledge to create specific diet and grocery plans that are specifically produced for each individual based on their dietary needs.

The mission of The Skinny Pantry is, “To meet all the nutritional needs of people on special diets

(Foster, 2014).” The Skinny Pantry stocks specialty foods for people who are dieting as well as those who struggle with restrictions including food allergies, celiac disease, diabetes, bariatric issues or other food-‐sensitive illnesses. The Skinny Pantry also caters to those looking for low-‐sodium foods or have health concerns such as high blood pressure, high cholesterol or heart disease. We believe that foods can heal and restore health to many with these conditions (Foster, 2014).” All of these things contribute to the inviting family atmosphere that The Skinny Pantry provides. Each customer is treated as if they are family when they shop at The Skinny Pantry, and that is something that customers enjoy because staff get to know each and every shopper as they specifically cater for their individual dietary needs.

Problem

Client Background Client Background

11

The primary problem The Skinny Pantry faces is having no significant awareness within the target

market. According to awareness surveys conducted by our advertising firm outside the competitor’s establishments, only one person of 20 knew of The Skinny Pantry.

Lacking an advertising message and clear branding efforts has contributed to the awareness

problem. Also, the store location has minimal street view, which severely limits the exposure to customers and creates a difficult situation in raising awareness. There is no clear brand message and meaning that customers are able to determine from The Skinny Pantry. As well, not every employee is familiar with the products or the brand message.

The Skinny Pantry is in a mature market, facing heavy competition, which also contributes to the

company’s problem.

Many brands carried by The Skinny Pantry are not popular and customers are unfamiliar with the products they offer and even purchase. Carrying recognizable brands are important for building confidence with shoppers.

Target Market

Problem

12

Major factors influencing the target market decision include: household income, age, gender and education. According to a study by the International Journal of Research in Marketing, the following factors determine the level of health consciousness in consumers: household income, homeownership, and level of education. The higher the income that a household has, the more health conscious it is. This is due to the constraints that a lower income can have on a household’s ability to engage in health-‐conscious behavior. This study also found that homeownership further increases health consciousness. As well, higher levels of education are a significant predictor of a healthier lifestyle (Prasad & Zhang, 2008).

Primary research showed that The Skinny Pantry’s target audience is predominately female. With few exceptions, most of the shoppers were women purchasing specialty items such as gluten-‐free carrot cakes for their husbands (Customer, 2014).

According to the Shopping For Health 2000 report, the older consumers are, the more likely it is that their shopping habits are affected by health events (Kruger). As health problems arise with age for seniors, they must follow doctors’ diet demands. Seniors have given rise to preventative healthcare. This mature market has a strong understanding of the holistic approach to health and realizes that the food they put into their bodies on a daily basis is greatly affecting their well-‐being. Natural and holistic food regimens are a preferred way to go for a lot of Baby Boomers who grew up with the idea when it was popular in the 60s (Kruger).

A study released by The Hartman Group: “Changing Food Consumption Among Baby Boomers: Looking Five Years Into the Future” examines the attitudes and behaviors relevant to health and wellness among American Baby Boomers as they move into the life stage of their 40s through 60s. According to the study, Boomers have been and continue to be at the leading edge of many important health and wellness trends and, as they age, individual Boomers gain increasing fluency in a culture of healthier living (Hartman Group Inc., 2007).

Target Market

13

The majority of the Health Store industry’s revenue is generated by adults older than 35. Consumers aged 65 and older are expected to account for the largest share of the Health Store industry’s $18.3 billion revenue for 2014 (38%). The second largest share of revenue, generated by consumers aged 35-‐64 years old, makes up 35% of the industry revenue (IBIS World, 2014).

New Hope Natural Media’s: Market Innovation Consumer Segmentation study identified five distinct consumer segments based on attitudes and behaviors regarding the acceptance and adoption of healthy habits and products based on a survey of more than 5,000 U.S. consumers conducted in July 2013 (Mast, 2013).

One of the consumer segments aptly named “4 Out of 5 Doctors” consists of older consumers who listen first and foremost to their practitioners when it comes to health and wellness advice. This is why these shoppers are most likely to be on a diet that avoids carbs, calories, fat and/or sodium (Mast, 2013).

This segment also does not believe in fad diets, but rather have a tried and true mentality and believe in traditional healthy eating recommended by their doctors. The demographics for the “4 Out of 5 Doctors” segment is shown below (Mast, 2013).

Target Market

14

Target Market

15

Seniors are living longer than ever; health, energy, and wellness are major goals for this aging

population. As the largest consumer group in America is getting older, they are seeking healthier food choices to ensure a long, happy, and healthy life.

The Skinny Pantry’s target market consists of college-‐educated, Baby Boomers and seniors 55 years or older who show no interest in slowing down in their golden years. They are not the stereotypical, rocking chair seniors. Many are workaholics that have defined themselves by their careers and plan to pursue active retirements. This tech-‐savvy, mature market is looking to re-‐engineer life (4Imprint, 2013).

The target market segments include Second City Elite and Big Fish, Small Pond which are segments of the Lifestage Group: Affluent Empty Nests (Nielsen). These segments also fit the consumer profile described in the “4 Out of 5 Doctors” segment. These empty nesters are married, with upscale incomes and graduate-‐plus degrees, predominately White and female. This target market is wealthier, highly educated, and willing to pay higher prices for higher quality food in a pleasant shopping environment.

MARKET SEGMENT

Age Income Home-‐ownership

Employment Level

Education Ethnicity

Big Fish, Small Pond

55+ Upscale $80,002

Homeowners White Collar, Mix

Graduate Plus

White

DESCRIPTION: Leading citizens of their small-‐town communities, belong to country clubs, manage large investment portfolios, spend freely on computer technology, go sailing Second City Elite

55+ Upscale $77,399

Mostly owners White Collar, Mix

Graduate Plus

White, Asian, Mix

DESCRIPTION: Prosperous professionals who own multiple computers, large-‐screen TV sets, impressive collection of wines. Enjoy cultural activities: reading books to attending theater and dance productions

The Affluent Empty Nests Lifestage Group—comprising the target segments Big Fish, Small Pond

and Second City Elite—is 36% more likely than the national average to actively seek information about nutrition/diet (Experian Simmons, 2013). Affluent Empty Nests group is also 40% more likely than the national average to usually only snack on healthy foods (Experian Simmons, 2013). There are 83.84 lifestyle users in this group out of 100 Households that are likely to prefer specialty stores because of employee knowledge (Experian Simmons, 2013). Also for every 100 Households, there are 121.57 lifestyle users in this group that claim “nutritional value is most important in the food I eat” (Experian Simmons, 2013).

Target Market

16

The Ft Myers-‐Naples, FL designated market area (DMA) contains a count of 52,959 in the Affluent

Empty Nests lifestage group. The Affluent Empty Nests group comprises 10.35% of Households within the Ft Myers-‐Naples DMA. With an index of 146, this DMA is 46% more likely to have Affluent Empty Nests inhabitants (The Nielson Company, 2013). The Skinny Pantry will mainly focus on those residing in Fort Myers, FL. Detailed below are the demographics for the Fort Myers area. FORT MYERS, FL -‐ Demographics Total Population 66,179 Male 49.9% Female 50% (Demographics NOW, 2014) AGE: 55-‐64 years old 7,355 people (11.1%) 65-‐74 years old 4,963 people (7.5%)

75-‐84 years old 2,580 people (3.9%)

=14,898 people Income by Age Summary: (Demographics NOW, 2014) (Demographics NOW, 2014)

55-‐64 years old # of People $60k-‐74,999 348

$75k-‐99,999 320 EDUCATION: $100k+ 708 Bachelor’s Degree 5,757 (13%)

Graduate Degree 3,065 (6.9%) 65-‐74 years old =8,822 people $60k-‐74,999 161

(Demographics NOW, 2014) $75k-‐99,999 222 $100k+ 379

75+ years old $60k-‐74,999 190 $75k-‐99,999 272 $100k+ 166 =2,766 people

Target Market

32.30%

0.60%

1.60% 0.10%

2.80%

20.00%

44.60%

US Census 2010: Fort Myers Population by Race

Black or African American alone, percent, 2010 (a)

American Indian and Alaska Native alone, percent, 2010 (a)

Asian alone, percent, 2010 (a)

17

Competition

The Skinny Pantry has a number of serious competitors in Fort Myers, as well as the Naples area. The most significant direct competitor for The Skinny Pantry is Adas Natural Foods Market. Adas offers much of the same selection that The Skinny Pantry does but is geared towards a broader consumer segment. “Mother of Earth Natural Foods” is also a very considerable competitor, having six stores from Cape Coral to Estero, four of which are located in Fort Myers. Fresh Market is a larger chain store and holds a very large market share due to its reputation, selection, prices, and service. Fresh Market is a very significant competitor in the Fort Myers area. The dominating indirect competitor is by far Publix Supermarkets (Surveys).

Direct Competition

Adas Natural Foods Market Adas is the most significant competitor for The Skinny Pantry. Being less than 2 miles away and

only 4 minutes by car, (Google Maps) Adas is fairly close to The Skinny Pantry and has the real potential to draw customers away from The Skinny Pantry. Adas offers organic, natural, and local products along with select gourmet items. They even have a butcher shop that offers grass fed beef and other organic meat and poultry (Adas Natural Market). The Skinny Pantry does not offer fresh meat products like Adas does and this presents itself as a crucial lack in service. Along with offering the ability for customers to buy raw ingredients to craft their own meals, Adas also offers prepared organic dishes that it calls “Meals to Go.” On top of that, Adas also offers an extensive fresh-‐fruit juice bar as well as wheatgrass shots. Being a café, Adas is able to offer a sit-‐down atmosphere where guests can stay and relax while they sample the daily specials, homemade soups, cheeses, sandwiches, pizzas, fresh-‐made salads, organic wine, and micro-‐brew/craft beers. Adas offers both breakfast and lunch menus (Adas Natural Market). The Skinny Pantry does not have a café for customers to dine in due to its limited useable space.

Adas is more organized, streamlined, and proficient than The Skinny Pantry. Adas offers more

products and services than The Skinny Pantry and does so more effectively (Customer A. , 2014). The Skinny Pantry is less developed and is not able to offer the amount of goods that Adas is able to. However, The Skinny Pantry, due to its size, has the ability to offer more in depth counseling, advice, and guidance to customers looking for specific health foods to help manage certain food allergies or health issues and concerns. Adas simply offers products, but does not provide the daily guidance for proper nutrition; that is left to the customer to figure out for the most part. However, Adas has started holding occasional events with nutritional experts to help customers in choosing the right food (Adas Natural Market). The Skinny Pantry does a better job of giving individualized advice and is able to help customers find exactly what they need on a regular basis.

Competition

18

Mother of Earth Natural Foods Mother of Earth Natural Foods has four stores in the Fort Myers area and six stores in total

(Mother Eath Natural Foods). Mother of Earth Natural Foods has Organic and Gluten Free Foods, Fresh Produce, Frozen & Refrigerated Foods, Healthy Snacks, Vitamins, Herbs, Remedies, Pet Foods, Essential Oils, and Teas (Mother Earth Natural Foods). Mother of Earth has an online store on their website where customers can place orders and theoretically have various items shipped directly to their door. However, the online store does not seem to be functioning as of April 2014.

The website features an online magazine called “Delicious Living” that is released on a monthly

basis. This magazine contains information on new products, various diets, healthy eating and living habits, news in the health and nutrition industry and various other articles that center on healthy living. Visitors to the website also have the option to opt-‐in to an e-‐mail newsletter to keep them up to date on new products, articles, events, and various other news. A product finder can also be found on the homepage where customers can look up UPC codes and product names to find out if the store carries these products. Like the online store however, the UPC/product lookup also does not appear to be functioning.

A very important feature of the website is the coupon section. Under the coupons tab, customers

can print out many different coupons and special offers to use in the store. Health foods tend to be much more expensive than conventional foods and giving customers the ability to save money on these items provides value and incentive for the customer. The News and Features tab on the website provides a visitor with insightful, interesting, and relevant articles that are aimed to inform people about current findings in the health community. The articles are updated on a very regular basis and range from a few short paragraphs to lengthy 700+ word articles. The South Fort Myers store has a decent selection of products but lacked appealing store design. The store and storefront was not very inviting and ought to look better (Customer M. E., 2014).

Competition

19

Fresh Market The Fresh Market in Fort Myers is a reputable store in SWFL and is part of the Fresh Market Chain

that has annual revenue of 1.51 billion dollars a year (Yahoo Finance ). The Fresh Market offers a wide selection of locally harvested foods and other products. The store offers a wide selection of coffee, candy, cheese, deli items, produce, dairy, meat, seafood, wine, health & beauty products, and flowers (The Fresh Market). The chain has a good reputation and runs over 100 stores in over 20 states (The Fresh Market).

The store layout is an integral part of the Fresh Market experience. A relaxing European-‐style

market atmosphere is created by toned down lighting, market-‐style crates, interior decorations, and natural-‐looking packaging. Food samples are available throughout the store and customers can try various brands of fresh brewed coffee while shopping. The Fresh Market website operates very smoothly and gives customers the ability to order food online for delivery or in-‐store pickup. There is also ample information about food, recipes, ideas, tips, and community involvement information. Fresh Market is very involved in community outreach programs and donated 13.8 million dollars worth of food in 2012 (The Fresh Market). Visitors of the website can also opt-‐in to the newsletter to receive news about the store and special promotions.

Indirect Competition Publix Supermarkets Although not marketed as a health food store, Publix has been expanding their organic and health

food selection in recent years. Because Publix doesn’t position itself as a health food store, it is deemed indirect competition in this scope. Publix doesn’t come close to having the same selection as a specifically stocked health food store, but offers some of the same products or substitute products that can be deemed as acceptable. The surveys that were conducted at the competitor stores revealed that if people didn’t have the time or ability to shop at a designated health foods store, or couldn’t find a particular item, they would go to Publix and find a substitute good. Publix may not have a vast selection of specific health foods, but they do offer an extensive selection of conventional food. When a health food store cannot offer a certain product, people will seek out that product or product-‐substitute in other stores such as Publix.

Competition

20

Competition SWOT Analysis

Adas Strengths

• Vast selection • Fresh Meat/Fruit/Vegetables • Juice Bar • Ready-‐to-‐go meals • Café setting with seats/tables • Streamlined Website

Weaknesses • Lacks personal touch, interaction,

and guidance on regular days • Missing some locally harvested

products (Survey) • Inventory Management and

Stocking Problems

Opportunities • Lots of space to offer more

products • Ability to offer more

differentiated products • Offers Occasional Nutritional

Expert

Threats • Health food relies on current

standing of the economy • Competition from other health

food stores

Mother of Earth Natural Foods Strengths

• Six stores in SWFL • Monthly online magazine • Coupon selection on website • Fresh produce • Pet food/products

Weaknesses • Fort Myers store looks

bare/uninviting • Website not 100% functional

(missing features/functions) • Closes too early on weekends -‐

5:30pm

Opportunities • Six stores enable specific target

selection • Access to more customers


standing of the economy • Competition from Adas and other

health food chain stores

Competition

21

Fresh Market Strengths

• Extensive selection • Fresh Meat/Fruit/Vegetables • Samples • Ready-‐to-‐go meals • Buying power • Name recognition

Weaknesses • Lacks personal touch due to sheer

size

Opportunities • Buying power to offer lower

prices • Financial backing available to

expand


standing of the economy

Publix Supermarkets Strengths

• Twenty stores in SWFL • Many coupons • Fresh produce • Household Items • Bakery • Pet food/products

Weaknesses • Not fully stocked with health

foods • Less helpful staff • No nutritional experts

Opportunities • More funding for expansion • Access to more customers • Expanding health food selection

Threats • Competition from other

supermarkets

Competition

22

Objectives The objectives of this plan are crucial to The Skinny Pantry in terms of expanding their business. The

Skinny Pantry is currently lacking in the advertising and marketing department, and currently has a very low level of awareness. The objectives for this plansbook include the following specific measurable goals with their respective timeframes:

• Increase awareness of the store from 5% to 25% by August 31st 2014 (Awareness Survey). • Increase foot traffic in the store from an average of 45 people per day to 75 people per day by

December 2014. • Align and coordinate all store meanings, missions, and marketing messages by August 31st 2014. • Increase Facebook page likes from 1,787 to 2,700 by August 31st 2014.

Execution will help to boost business by giving the store more opportunities to convert potential

customers into sales.

Objectives

23

Strategies The creative strategy is designed around the key elements of The Skinny Pantry and crafted to be

most appealing to the target market. The theme of the campaign is therefore designed for and geared towards an older health-‐conscious demographic of people aged 55 and up. The campaign places a strong emphasis on The Skinny Pantry’s simplicity and customized appeal. Due to its size, The Skinny Pantry retains the ability to provide customer service to customers in a one-‐on-‐one environment and provide genuine advice and guidance for customers that are dealing with diet and/or health restrictions. Older customers who aren’t totally confident in their understanding of healthy nutrition will appreciate the expert consultation and recommendations by The Skinny Pantry employees. Each customer will have the opportunity to learn exactly what he or she needs and what will benefit them most. Using the store’s unique and convenient health based isles, shopping for a specific diet couldn’t be simpler. This theme is designed to carry this message into the mind of the consumer.

The tagline embodies the service concept of The Skinny Pantry and clearly states that the intent is

to provide guidance, information, and products on an individual basis. Introducing the new tagline for The Skinny Pantry, a Healthy Grocery and Wellness Center: “Not Just for Everyone, For You.” This simple, easy to remember slogan personalized The Skinny Pantry in a way that says as a customer, people are unique and special so the store accepts that by designing the entire store around the individual needs. Everyone has the ability to lead a healthier lifestyle with better food choices. The Skinny Pantry offers guidance to everyone, but puts great emphasis on personal individualized nutritional guidance and education.

The theme of the campaign will be kept simple but with a retrospective style to connect with the

target market. A nostalgic theme will trigger memories of youth and will stir boomers’ emotions. This is a generation that drove the growth of hula hoops, bell bottoms, and personal computers and participated in some of the greatest social changes in the country’s history. The theme’s purpose is to make a connection with the target market using a retro appeal but still be in the now.

The simple, retro theme will be communicated through the overall layout, look, and typography of

the campaign. The new logo has a retro design with the use of borders and simple shapes as well as bright colors to grab attention. Specific colors will be retained throughout the campaign to solidify a brand image. Color choices – Lime Green, Light Blue, Teal, and White. These colors were chosen because green indicates a natural, earthy, clean, and environmentally sustainable/organic image. Light blue, teal and white complement the green and make it stand out. The typography will also communicate a vintage appeal using condensed fonts, both serif and sans serif. The tagline will be presented in a stylish, script font.

Strategies

24

Various different mediums will be utilized for the advertising campaign. AM/FM radio and

newspaper media will be not be used for the advertising campaign due to its cost even though it has a specific connection to the target market/demographic. AM radio time will be extremely cheaper than FM alternatives due to its limited use among younger Americans. The average age of AM listeners across the US is 57 years old, with one in three being over 65 years old (Giovannoni). When pooling the users of AM and FM radio, 57% of listeners are over the age of 55 (Santhanam, 2012). AM and FM radio is very popular with older demographics and will therefore be a very useful medium to broadcast the message. FM radio advertising will be more costly but still very price efficient. The rates for AM/FM advertising vary greatly with prices ranging anywhere from $.05 per spot to $10 per spot (Brueski, 2009). Radio advertising is still one of the cheapest forms of advertisement, being much more affordable than TV advertising. In the future, radio advertising will be recommended for its specific connection to the target market.

Newspaper and magazine advertising will also be a great medium in the future budget permitting

due to connection with the selected demographic. 76.1% of adults over 55 years of age reported reading the newspaper in the last 30 days (Newspaper Readership & Audience by Age and Gender, 2013). 47% of people with ages ranging from 55-‐64 reported having read the newspaper yesterday but adults over the age of 65 are most likely to be newspaper readers, with 58% reporting having read the newspaper yesterday (Edmonds, 2013). The costs of magazines can range in the thousands per ad (SRDS Kantar Media).

TV advertising will be avoided due to its high cost. Advertising rates can vary depending on

location, time, and program. However, one can expect to pay between $200 and $1,500 for a single 30-‐second spot. Commercials airing during the 6:00pm to 7:00pm primetime hours are at the upper end of the cost spectrum (Wagner).

The essence of the planned advertising campaign will be to utilize extremely cost-‐efficient

mediums that are inherently effective with the target market. Along with the conventional advertising mediums, The Skinny Pantry’s advertising campaign will incorporate different forms of outdoor and out-‐of-‐home strategies. Outdoor strategies can range from low cost to high cost, but the general focus will be put on lower cost. Outdoor advertising is highly effective as it boosts the reach of other medias like TV ads 18%, radio 45%, Internet 68%, and mobile 316% (Lamar Advertising). Internet, social media, and event marketing strategies will also be a vital part of the advertising campaign since each have the potential of reaching a broad audience for very little to no cost at all.

Strategies

25

The Skinny Pantry’s target market is retired or nearing retirement but they want to stay active

and engaged often through some kind of job or volunteer work and in today’s world being comfortable with the Internet is practically a prerequisite. Boomers can understand that being tech-‐savvy enables them to stay in the workforce longer and pleading ‘technophobia’ is a thing of the past.

According to the article “Marketing to Baby Boomers,” in 2011, Baby Boomers increased their

usage of social media by 60 percent and in 2012, Baby Boomers age 47-‐65 spent 27 hours online per week, which is two hours more than the Millennial demographic. Although it is a common misconception that this demographic is not online, Boomers actually represent one third of the 195.3 million Internet users in the U.S. and represent the Web’s largest community (4IMPRINT Inc., 2013).

The Internet is also an effective advertising strategy for The Skinny Pantry because 82% of adults

over the age of 50 use the Internet to research health and wellness information online (4IMPRINT Inc., 2013). In terms of communicating to Baby Boomers, they like the convenience and customization of the Internet, especially for health information. (Williams & Page).

The 65-‐plus-‐consumer market is the fastest growing segment on the Internet (Potter, 2010). It is

vital for The Skinny Pantry to catch the silver surfer wave to tap into this older, wiser, wealthier market. Local events are important to the target market because they like to feel as part of the community

(4IMPRINT Inc., 2013). Utilizing the event marketing strategy will be effective to raise awareness and drive traffic to The Skinny Pantry precisely because that one-‐on-‐one interaction will represent the friendly individualized service customers can expect to receive in the store. This person-‐to-‐person interaction is surely to convey this message and it is highly likely that message will be received versus passive advertising.

Strategies

26

Tactics

Airport: Double-‐Sided Static Display

Where it will run: Southwest Florida International Airport According to the Lee County Port Authority there are over 7.5 million passengers passing through the Fort Myers airport as of 2013 (Lee County Port Authority, 2014). 18% of all leisure travelers in US airports are 65+ and 18% are 55-‐64 (US Travel ). Therefore 36% of average leisure travelers are within our target market so this plan is targeting the Southwest Florida International Airport for advertising. An 8-‐foot long double-‐sided static display near the baggage claim costs $750 per month with the minimum yearly contract totaling $9,000 (Advertising Opportuntites at Fort Myers Airport ).

Tactics Tactics

27

Electronic Billboard

Where it will run/be distributed: US 41 S/O DANIELS PKWY This particular billboard location is only one road north of The Skinny Pantry location and incurs over 134,772 impressions per week (Lamar Browse Inventory). This 10’6 x 36’ billboard will not only drastically raise awareness to the store and its message; it will also serve as a directional aide for all customers and travelers. This electronic billboard will run for a 4-‐week segment with 2,220 spots per day in both May to kick off the campaign, and January to kick off the New Year and welcome the snowbird season. This same billboard will be scheduled for 1 day (2,220 impressions for one day) in February and March to maximize exposure during holidays during those months also during tourist season.

Tactics

28

Website Redesign

Where it will run/be distributed: www.TheSkinnyPantry.com

The Skinny Pantry will execute the Internet advertising strategy by maintaining a strong web presence. A website redesign will be beneficial for both the company and the Internet surfers. For Boomers, the site needs to be rich with relevant information and easy to navigate (Williams & Page).

The new website will be consistent with the IMC focus, featuring the company’s logo and slogan at the top and center of the home page. On the horizontal navigation bar, users can find more information about the store by clicking on “About Us”. They can learn more about the store’s products by clicking on “Our Products”. Users can even find their own isle that fits their nutritional and dietary needs by clicking on the button “Find Your Isle”. The four buttons, including the home page, is a simplistic layout that allows users to quickly find what they are looking for.

Below the navigation bar, there will be a slide show featuring some of the unique benefits of The Skinny Pantry including: gluten-‐free products, natural and organic products, baking products, nutritional and weight loss consulting. As well, it will inform visitors that a smoothie bar will be coming soon! By simply scrolling down, visitors can also find the Facebook page, telephone number, and email.

Tactics

29

Reusable/Recycled Shopping Bags

Where it will be distributed: Lakes Park Farmer’s Market

The Skinny Pantry will use promotional products as a strategy executed with reusable, recycled

shopping bags as the tactic. Advertisers spend over $18.8 billion per year on specialty advertising items including ballpoint pens, coffee mugs, t-‐shirts and other unconventional specialties such as plant holders, wall plaques, etc. (Belch & Belch, 2009).

For $0.79 each, the reusable, recycled shopping bags featuring The Skinny Pantry’s logo will be a

cost-‐effective way to promote the brand. As well, baby boomers are increasingly environmentally conscious and supportive of the green movement and green products and services (Williams & Page). Research also shows that for every 100 Households, there are 144.11 lifestyle users in the Affluent Empty Nests group that claim “people have a duty to recycle” (Experian Simmons). This is also an effective tactic to be implemented at the Farmer’s Market because consumers will be in good spirits and the shopping bags will be used, retained, and remembered (Johannes, 2009).

Tactics

30

Coupons

Where it will be distributed: Lakes Park Farmers Market

As part of the event marketing strategy, coupons will be distributed to build brand recognition and drive traffic to the store. The coupons will be distributed in pre-‐packed shopping bags at the Farmers Market Event. Coupons are effective with our target demographic since baby boomers and older people are the most likely to use coupons while shopping. Although baby boomers have additional money to spend, they also prefer to save money whenever possible. 93.8% of baby boomers age 45-‐54 use coupons and 94.7% of those age 55-‐64 shop with them (Eveleth, 2013).

Tactics

31

Farmers Market

The Skinny Pantry will use event marketing to reach the target market. The Skinny Pantry will send employees to the Lakes Park Farmers Market on the first Friday of every month from 9 a.m. – 1 p.m. through out the year. They will share information about The Skinny Pantry and hand out reusable, recycled shopping bags with coupons.

Boomers are inherently communal and seek community by consuming local products (Green,

2010). They buy natural products to contribute to a healthier environment, to bestow a legacy for the future, to support like-‐minded entrepreneurs, to take proactive control of their health and to feel better about foods they consume (Green, 2010). Primary research also shows that our target market visits this Farmers Market (Customer S. P., 2014).

This is an effective tactic because it will reach the target consumers while they are highly

receptive rather than, for example, intercepting people running to catch a bus or on their way home from work. The environment and setting is key. It’s all about breaking through the clutter and being relevant and top of mind with the target consumers (Johannes, 2009).

Tactics

32

Spinning Sign Doll

Where it will run/be distributed: US 41 S/O DANIELS PKY NEAR ANDREA’S LANE

This robotic sign-‐spinning doll will be positioned at the corner intersection of 41 and Andrea’s Lane. This location incurs over 134,772 impressions per week (Lamar Browse Inventory). This sign spinner will not only drastically raise awareness to the store it will also serve as a directional aide for all customers and travelers. This doll will run every operating day starting at the beginning of this campaign and stored indoors after dark or close.

Tactics

33

Church Bulletin Board Flyer

Where it will run: 5 Churches (Zip Code: 33912) As part of the out-‐of-‐home advertising strategy, an effective tactic to reach our target market is

advertising on church bulletin boards. Research shows that baby boomers particularly enjoy having a sense of community and belonging to a definable group (4IMPRINT Inc., 2013). Boomers consider spiritual knowledge a means to strengthen themselves; the fellowship enjoyed by attending church is a source of social pleasure and a foundation of support (Mazzella).

Advertising on church bulletin boards is free making it very cost-‐effective. The flyer on the bulletin board will feature a QR code for tech-‐savvy boomers to scan with a mobile device, which will bring them to The Skinny Pantry web address. The churches that will feature the advertisement will be in close proximity to The Skinny Pantry and will be of different religious affiliations including: Harvest Field Church, Daniels Road Baptist Church, Cypress Lake Methodist Church, Zion Lutheran Church and Church of the Resurrection.

Tactics Tactics

34

Online Video Clip

Where it will run: Website, YouTube, Facebook Page

To engage the target market The Skinny Pantry will provide video information to help boomer

consumers learn how food may mitigate conditions associated with aging (Green, 2010). Watching videos online is common in this age group; 41% of Internet users age 50-‐64 and 27% age 65 and older report watching videos online (4IMPRINT Inc., 2013). According to AARP, Boomers over the age of 60 most frequently visit Google® Facebook, Yahoo® and YouTube® (4IMPRINT Inc., 2013).

The Skinny Pantry will share a video online featuring a doctor who will share some news with the

patient, explaining that he has a diet restriction. The doctor will calm the patient’s worried mind by writing a prescription for the patient that will simply read ‘The Skinny Pantry”. The video will then show an overview of the store and a voice over of all the benefits of shopping at The Skinny Pantry explaining that it’s “Not just for everyone, For You.” This video will appeal to the target market because they trust their practitioners’ advice.

According to the article Marketing to SWELS: SENIORS WITH ENERGETIC LIFESTYLES, “The best

way to connect with an older consumer is by making an initial emotional connection (right brain), and then follow up with product information (left brain). Focusing on basic human needs and understanding how those needs are satisfied based on the consumers' season of life establishes an authentic and genuine connection that results in sales and turns customers into ambassadors." (Steward, 2009)

Tactics

Doctor: I brought you in because in

order to be healthy, you cannot eat any of the items on this

list.

Patient: How am I

supposed to find such specific food

that’s both good for my health and for

me with my condition?

Doctor: Thank you for coming in today, we have something

to discuss.

Doctor: It’s easy, I recommend Skinny

Pantry in Fort Myers. They have

their store sorted for people with dietary restrictions, just like

you!

35

Website: The website redesign occurs once and doesn’t include additional maintenance to

function throughout the year. This cost is incurred immediately in month one only. The reach of the website is every visitor.

Spinning Sign Doll: The Spinning Sign Doll includes the designed store sign and only incurs the

complete cost on month one. Reusable Shopping Bags: The salary costs of the actual Farmer’s Market distributions are not

included in this budget.

Coupon: The Skinny Pantry discount coupon cost above is calculated from printing cost, the actual total cost will be calculated from the quantity sold. The salary cost of posting these advertisements was not included in this budget.

Church Bulletins: The posting of the church bulletins are part of salary cost and not included in this budget.

Budget

36

40%

28%

11%

7%

6% 5%

2% 1% 0%

Total Tactic Expense for 2014-‐2015

Airport Sign

Electronic Billboard (Monthly)

Website Redesign

Customized Shopping Bags

Electronic Billboard (One Day)

Sign Doll Machine and Sign Purchase

The Skinny Pantry Discount Coupons

Budget

0

1000

2000

3000

4000

5000

6000

7000

8000

9000

10000

Montly Tactic Expenditure for 2014-‐2015

Airport Sign

Sign Doll Machine and Sign Purchase

Customized Shopping Bags

The Skinny Pantry Discount Coupons

Electronic Billboard (Four Weeks)

Electronic Billboard (One Day)

5 Church's Bulletin Boards

Airport Sign

YouTube Commerical Ad (Free)

37

Control & Implementation After the advertising campaign has been implemented, surveys and transaction records will be

utilized to monitor increases for in-‐store customer traffic as well as financial transactions. Terry Foster, the owner of The Skinny Pantry, will analyze the appropriate data from surveys and transaction records to determine if the advertising objectives have been met. A Skinny Pantry employee will be responsible for administering another series of awareness surveys to catalog any percentage increases in consumer awareness.

Alongside the awareness surveys, customer advertising-‐retention surveys will be conducted to

determine if customers have understood and retained the key advertising slogan, tagline, IMC focus, and color/design aspects of the redefined: The Skinny Pantry. Our advertising team will hold additional meetings throughout the advertising campaign to determine any issues, problems, changes, or other factors that may need to be addressed.

Control & Implementation

38

Conclusion Conclusion

The big picture objectives in this plan were determined after extensive analysis and research creating a superior foundation for the strategic and creative design. Each objective was analyzed to determine the best strategies and tactics to maximize the effectiveness of the advertising with the target market. Understanding the client’s needs, the customers, and even the competitors allowed this plan to target the ultimate benefit to the consumers and the advantage The Skinny Pantry has over the competitors. With the most creative and skilled talent on this team dedicated to the success of the clients, it is with the upmost confidence that we propose this plansbook for The Skinny Pantry and ask for the opportunity to grow in business together.

Conclusion

39

Works

Cited

Works Cited 4IMPRINT Inc. (2013). Marketing to Baby Boomers. Adas Natural Market. (n.d.). Retrieved 2014, from Adasmarket.com: http://adasmarket.com Advertising Opportuntites at Fort Myers Airport . (n.d.). Retrieved April 11, 2014, from http://www.flylcpa.com/uploads/pagesfiles/780.pdf Belch, G., & Belch, M. (2009). Advertising and Promotion (8th ed.). New York, NY: McGraw-‐Hill/Irwin. Brueski, T. (2009, June 24). How Much Does Radio Advertising Cost. Retrieved March 2014, from Local Markteting Ideas: http://localmarketingideas.com/how-‐much-‐does-‐radio-‐advertising-‐cost/ Customer. (2014, February 22). (E. Steen, Interviewer) Customer, A. (2014, March). Survery/Interview. (M. Kroseberg, Interviewer) Fort Myers, Florida, USA. Customer, M. E. (2014, March). Survery Visit/Interview. (M. Kroseberg, Interviewer) Fort Myers, Florida , USA. Customer, S. P. (2014, 3 6). 2014 Awareness Survey. (E. Steen, Interviewer) Fort Myers, FL. Demographics NOW. (2014). Demographic Detail Summary. Summary. Demographics NOW. (2014). Demographic Snapshot Comparison. Comparison. Demographics NOW. (2014). Income by Age Summary. Summary. Edmonds, R. (2013). Newspapers: By the Numbers. Retrieved 2014, from State of the Media: http://stateofthemedia.org/2013/newspapers-‐stabilizing-‐but-‐still-‐threatened/newspapers-‐by-‐the-‐numbers/. Eveleth, J. (2013, September 26). Baby Boomer Use Coupons When Shopping. Retrieved 2014, from Examiner: http://www.examiner.com/article/baby-‐boomers-‐use-‐coupons-‐when-‐shopping-‐1 Experian Simmons. (2013). PRIZM Target Group Lifestyle Report-‐ Lifestyle Category: Food & Beverage. PRIZM. Experian Simmons. (2013). PRIZM Target Group Lifestyle Report-‐ Lifestyle Category: Health & OTC Drugs. PRIZM. Experian Simmons. (2013). PRIZM Target Group Lifestyle Report-‐ Lifestyle Category: Psychographics. PRIZM.. Foster, T. (2014, 2 5). Owner. (L. Hand, Interviewer) Giovannoni, D. (n.d.). AM Radio Listening. Retrieved 2014, from Aranet: http://www.aranet.com/library/pdf/doc-‐0035.pdf Google Maps. (n.d.). Retrieved 2014, from 33907/@26.5459001,-‐81.8887786,14z/data=!3m1!4b1!4m13!4m12!1m5!1m1!1s0x88db40048144aa9d:0x7bfc70e21ac75c11!2m2!1d-‐81.869679!2d26.534882!1m5!1m1!1s0x88db4023f960c131:0x660a7102a7ee869f!2m2!1d-‐81.8734!2d26.557445 Green, B. (2010). How to market to boomers. Natural Foods Merchandiser , 31 (3), p. 66. Hartman Group Inc. (2007, April). Boomers Bend the Trends. Private Label Buyer , 21 (4), p. 14. IBIS World. (2014). IBISWorld Industry Report 44619 -‐ Health Stores. IBISWorld Business Environment Profiles. (2014, January). Retrieved February 19, 2014, from IBIS World: http://clients1.ibisworld.com.ezproxy.fgcu.edu/reports/us/bed/default.aspx?bedid=1 IBISWorld Business Environment Profiles Consumer Confidence Index. (2014, January). Retrieved February 19, 2014, from IBIS World: http://clients1.ibisworld.com.ezproxy.fgcu.edu/reports/us/bed/default.aspx?bedid=93

Works Cited

40

IBISWorld Business Environment Profiles Healthy Eating Index. (2014, January). Retrieved February 19, 2014, from IBIS World: http://clients1.ibisworld.com.ezproxy.fgcu.edu/reports/us/bed/default.aspx?bedid=64 IBISWorld Business Environment Profiles Number of People with Private Health Insurance. (2014, January). Retrieved February 19, 2014, from IBIS World: http://clients1.ibisworld.com.ezproxy.fgcu.edu/reports/us/bed/default.aspx?bedid=2153 IBISWorld Business Environment Profiles Per Capita Disposible Income. (2014, January). Retrieved February 19, 2014 , from IBIS World: http://clients1.ibisworld.com.ezproxy.fgcu.edu/reports/us/bed/default.aspx?bedid=33 IBISWorld Business Environment Profiles Research and Development Expenditure. (2014, January). Retrieved February 19, 2014 , from IBIS World: http://clients1.ibisworld.com.ezproxy.fgcu.edu/reports/us/bed/default.aspx?bedid=4706 Jeffrey Cohen. (2014, February). Supermarkets & Grocery Stores in the US. Retrieved February 19, 2014, from IBIS World : http://clients1.ibisworld.com.ezproxy.fgcu.edu/reports/us/industry/default.aspx?entid=1040 Johannes, A. (2009, March). SAMPLING BY SURPRISE. Promo , 22 (3), pp. 10-‐11. Key Success Factors. (n.d.). Retrieved March 27, 2014, from IBIS World: http://clients1.ibisworld.com/reports/us/industry/competitivelandscape.aspx?entid=1057 Kruger, R. M. (n.d.). Senior Health Food Watch. Retail Merchandiser , 41 (3), p. 40. Lamar Advertising. (n.d.). Retrieved April 12, 2014, from Out of Home and Outdoor Advertising: http://www.lamar.com/HowToAdvertise/Research Lamar Browse Inventory. (n.d.). Retrieved April 12, 2014, from Lamar: http://www.lamar.com/InventoryBrowser Lee County Port Authority. (2014, March 13). Retrieved April 11, 2014, from http://www.flylcpa.com/uploads/pagesfiles/1298.pdf Mast, C. (2013, Dec.). Who Will Be Your Future Health and Wellness Customers? Natural Foods Merchandier , 34 (12), p. 21. Mazzella, G. (n.d.). Show-‐and-‐tell focus groups reveal core boomer values. Marketing News , 31 (12), pp. H8-‐h8. Mother Earth Natural Foods. (n.d.). About Us. Retrieved 2014, from Mother Earth Natural Foods: http://www.motherearthnatfds.com/retailer/store_templates/ret_about_us.asp?storeID=240FE693CE454A2FBD1B4F0194E9D8F8 Mother Eath Natural Foods. (n.d.). Store Locations. Retrieved 2014, from Mother Earth Natural Foods: http://www.motherearthnatfds.com/ret_store_locator.asp?storeID=240FE693CE454A2FBD1B4F0194E9D8F8 Newspaper Readership & Audience by Age and Gender. (2013, March). Retrieved 2014, from NAA: http://www.naa.org/Trends-‐and-‐Numbers/Readership/Age-‐and-‐Gender.aspx Nielsen. (n.d.). Zip Code Look-‐Up. Retrieved February 20, 2014, from My Best Segments: http://www.claritas.com/MyBestSegments/Default.jsp?ID=20&menuOption=ziplookup&pageName=ZIP%2BCode%2BLookup Operating Conditions. (n.d.). Retrieved March 37, 2014, from IBIS World: http://clients1.ibisworld.com/reports/us/industry/operatingconditions.aspx?entid=1057 Potter, D. L. (2010, Oct). What You Need to Know About 'New Seniors' in Order to Sell Them. Response , 19 (1), pp. 51-‐51. Prasad, A., & Zhang, Q. (2008). What can grocery basket data tell us about health sonciousness? International Journal of Research in Marketing , 38. Sally Lerman. (2014, February). Health Stores in the US. Retrieved February 19, 2014, from IBIS World: http://clients1.ibisworld.com.ezproxy.fgcu.edu/reports/us/industry/default.aspx?entid=1057

41

Sally Lerman. (2014, Februrary ). Specialty Food Stores in the US. Retrieved February 19, 2014, from IBIS World: http://clients1.ibisworld.com.ezproxy.fgcu.edu/reports/us/industry/default.aspx?entid=1046 Santhanam, L. (2012). Audio: By The Numbers. Retrieved 2014, from State of the Media: http://stateofthemedia.org/2012/audio-‐how-‐far-‐will-‐digital-‐go/audio-‐by-‐the-‐numbers/. SRDS Kantar Media. (n.d.). Retrieved April 12, 2014, from Media Types : http://next.srds.com.ezproxy.fgcu.edu/nmp/datacard/show/17817 Steward, K. L. (2009). Marketing to SWELS: seniors with energetic lifestyles. Functional Ingredients (90), p. 4. Store Design and Visual Merchandise . (2011, June). Retrieved March 27, 2014, from Business Expert Press: http://site.ebrary.com/lib/fgcugep/docDetail.action?docID=10478044&p00=health%20food%20stores The Fresh Market. (n.d.). About. Retrieved 2014, from http://www.thefreshmarket.com/community The Fresh Market. (n.d.). Community. Retrieved 2014, from http://www.thefreshmarket.com/community The Fresh Market. (n.d.). Departments. Retrieved 2014, from http://www.thefreshmarket.com/community The Nielson Company. (2013). PRIZM Target Group Concentration Report-‐ PRIZM Lifestage Groups: M1 Affluent Empty Nests. PRIZM. US Travel . (n.d.). Retrieved April 11, 2014, from Travel Facts and Statisics : http://www.ustravel.org/news/press-‐kit/travel-‐facts-‐and-‐statistics Wagner, N. (n.d.). How Much Does Televison Advertising Really Cost. Retrieved March 2014, from Small Business: http://smallbusiness.chron.com/much-‐television-‐advertising-‐really-‐cost-‐58718.html/. Warren, K. (2009, April). Business Expert Press. Retrieved March 27, 2014, from Developing Employee Talent to Perform: People Power: http://site.ebrary.com/lib/fgcugep/docDetail.action?docID=10373429&p00=health%20food%20stores Williams, K. C., & Page, R. A. (n.d.). Marketing to the Generations. Journal of Behavioral Studies in Business . Yahoo Finance . (n.d.). Retrieved 2014, from http://finance.yahoo.com/q/ks?s=TFM

mike reed, ellie steen, marc kroseberg, logan hand, jinjin · pdf file1"! ! mike reed,...

Documents