tom donovan

Thomas J. DonovanThomas J. Donovan

July 20, 2009

AgendaAgenda

Media Experience Brands Influenced at BBDO/OMD Brands Influenced at Gabriel deGrood Bendt

Case Study Freschetta Case Study Bachman’s

Brands Influenced at Atomic Playpen Case Study 3M Save The Walls

Contact Information Appendix

Gander Mountain Case Study Northarvest Bean Growers Assoc.

Media ExperienceMedia Experience

Experience: 10+ years of media planning and buying experience for national and local campaigns.

Categories: retail, office supplies, consumer packaged goods, business to business, financial, education and restaurant.

Mediums: online (rich media and flash), search, social networks, tv, radio, newspaper, direct mail, supplements magazine, outdoor, in-store, cinema, mobile and guerilla.


Brands Influenced at BBDO/OMDBrands Influenced at BBDO/OMD

Brands Influenced at Gabriel deGrood BendtBrands Influenced at Gabriel deGrood Bendt

Case Study: FreschettaCase Study: Freschetta


Challenge: Increase awareness of the Freschetta brand. Break through the clutter within the category with a challenging budget. Drive sales. Increase coupon redemption.


Solution: Prioritize markets that have the greatest sales opportunities and

heavy up advertising in those markets. In addition a national overlay

of cable will be used to provide national coverage. Analyze media by market and look for “opportunitites to own the

space”. Give the sales team a rallying point by advertising during the NCAA

basketball games and also on FX Movies.

Case Study: Freschetta ResultsCase Study: Freschetta Results

Baseline %Chg v. YA

-13.1%

+3.6%

-15.0%

-10.0%

-5.0%

0.0%

5.0%

10.0%

15.0%

Markets with Advertising Control Markets (w/o)

Case Study: Freschetta ResultsCase Study: Freschetta Results

Case Study: Bachman’sCase Study: Bachman’s


Challenge: Make Bachman’s relevant to a younger audience. Drive traffic online and in-store. Increase awareness of WINK (gift giving area within Bachman’s). Limited budget.


Solution: Connect with the younger audience in unexpected ways, local print,

outdoor, guerilla and online. Connect with the younger gardener and gift giver through geo and

demo targeted online including search and traditional online

advertising. Serve gardening ads on local newspaper site and also demo targeted

sites such as BHG.com. Serve gift giving ideas on sites such as People.com, In-Style.com,

TheKnot.com, Etc..

Floating banner ad


Obituaries ad

Home page section button


Skyscrapper

Leaderboard


Main Page Badge


Skyscrapper


Skyscrapper

Leaderboard



Results: Changed brand perception among the younger consumer. Unexpected media brought the younger consumer back to the store.

Brands Influenced at Atomic PlaypenBrands Influenced at Atomic Playpen

Case Study: 3M Command StripsCase Study: 3M Command Strips

Case Study : 3M Save The WallsCase Study : 3M Save The Walls

Target audience development:After reviewing product design sketches and pulling MRI research on

similar products, a college aged target audience was decided upon.

In order to be as efficient as possible with our limited media budget a

focus group of 20 college students was conducted to further

understand the likely primary user. The outcome was our target of

college females 17-19. This target was cross referenced with client

sales data to give final validation to the media target.


Challenge: Low involvement consumer packaged good product/brand Very Limited budget Target (college-aged females) is advertising averse, but loves the

web. Immersion showed the target loves humor(especially online)-videos,

send-to-friend, games Immersion showed the target loves tv shows about design (Design

Star, Freestyle, Design on a Dime, etc..)


Solution: Connect through humor and design in three key areas:

Online geo and demo targeted rich media, flash banner and

embedded social news story advertising on MySpace, You Tube,

Alloy Networks, AOL and facebook. On Campus doorhangers. In-Store point of purchase materials.

Mom on MySpace

Juice Guy

Mom on facebook

I like to look at other guys’ walls

CreativeCreative

In order to infiltrate college campuses and push our target to retailers, and

online, a grassroots approach was taken with on campus doorhangers.

The doorhangers along with a small sample and coupon were targeted to

females 17-19 in dorms within 10 miles of retailers.



Results: Average Click Thru Rate (CTR) for the flash media was .10%, double

industry average of .05%. Average time spent viewing the video was more than double industry

average. Video newsfeeds used on facebook received “unheard of results” according

to facebook. MySpace average CTR for rich media and flash were double industry

standard for category. Media generated over 100,000 visits to the site.

Thomas J. Donovan383 Tessier Circle

Vadnais Heights, MN 55127 home phone: 651.487.1088 cell phone: 612.396.5189 e-mail: [email protected] LinkedIn: linkedin.com/pub/thomas-donovan

Contact InformationContact Information

AppendixAppendix

Objective: Let consumers know Gander Mountain is the place to purchase and service atv’s and boats.

Challenge: Consistency among all 70 Power Sports stores signage and low awareness among consumers.

Solution: Create a consistent look, feel and experience when people see our advertising as well as visit in-store regardless of store location.

Results: Best July sales for division.

Gander MountainGander Mountain

Gander MountainGander Mountain

Case Study: Northarvest Bean Growers Case Study: Northarvest Bean Growers AssociationAssociation

Case Study: Northarvest Bean Growers Assoc.Case Study: Northarvest Bean Growers Assoc.

Challenge: Very low awareness of the Association among consumers. Increase awareness of the Northarvest Bean Growers Association among

consumers with a very hard working budget.


Solution: Select 5-6 markets per year and enter the markets for 3-4 months creating

brand evangelists. Utilize unexpected media to increase awareness.


Results: Brand awareness among the target consumers ,“foodies” and also

generated a rallying point for the growers. Received an overwhelming amount of PR through media outlets and also

politicians.

tom donovan

Documents

skyscrapper case study

atomic playpen case

floating banner ad case

main page badge case

media target

bachmans results

flash media

rich media