MEDIA STRATEGY RFPRecommendations & Logistics

TABLE OF CONTENTS1 ... Executive Summary2 ... About Us3 ... Where Were We?4 ... Objectives5 ... Strategy6 ... Make Monday Sweeter - Flight 17 ... Bringing Back The Good Life - Flight 28 ... Duck The Halls - Flight 39 ... Continuous Flight10-11 ... Budget Breakdown12 ... Action Plan13 ... Evaluation Plan

EXECUTIVE SUMMARY

Omaha, Nebraska is home to a growing population of middle-class singles and couples striving to find the perfect balance between work and play. This group of Young Influentials (21-34 age group) are strong supporters of all things local and have enough discretionary income to spend on leisurely activities. They also tend to live in the downtown area. Social media is a large part of our target’s lives and for that reason we have established a continuous social media presence to inform, entertain, and engage our target audience. In addition to our continuous social media plan, we will be concentrating our media efforts at three key times throughout the year. The first media flight’s objective will be to increase brand awareness and create a foundation of customers for the company to build on. The second flight will be used to expand the target audience’s interaction with the Quack’s brand and establish the active role that Quack’s will have in the community. The third and final flight will focus on generating high pre-order purchase frequency during the hectic holiday season. This target audience is the quintessential group for a media strategy built through comprehensive research, insights, and logistics. Our media strategy is unique with young influentials because we are going to connect with them at their convenience through the media they frequently use. We are involving them through multiple contact points to build an organic brand experience. Our mission is to create an old-fashioned bakery in a new age setting where our target audience feels at home.

In order to reach the target market effectively while also stimulating sales, we have put our money where their mouths are. #TheRealDuckFace

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ABOUT USPart of a larger full service advertising agency, Volt Media is a young and adaptive media group based in Austin, Texas. We are focused on engaging with the world through unorthodox channels that not only grab people’s attention, but also maintain it. We’re not just talk though - our strategies are backed by hard data and research. Volt Media is made up of thinkers, fire-breathers, cyclists, and make-believe comedians. Individually we bring perspectives from different, creative-driven lives and together we apply our experiences to create effective and evolving solutions for our clients.

left to right: Adrian Guillen, Miguel Perez, Natalia Naranjo, Ana Suarez, Jeremy Jackson, Roger Telosa2

ABOUT US

WHERE WERE WE?GOAL:Establish Quacks as the go to bakery and cafe for young professionals in Omaha and make the brand a part of Omaha’s unique local culture.

ISSUE:With the success of the original Quacks, this delicious bakery wants to expand its reach and break ground in Old Market District. We want to show that Quacks is more than just another bakery down the block. Our target might see us as the secondary bakery in Old Market.

INSIGHT:Quacks is both social hub and a place for people to go spend some “me” time. The target audience is made of young professionals who value leisure time, love trying new things and are looking for places to gather with their friends.

ACTION: Dedicate our media strategy to make Quacks a remarkable brand by interacting with those young professionals. Establish Quacks as part of the local scene by reaching out to the community and having the brand present at local events.

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AWARENESS● The first objective is to inform Omahans about Quacks’ new establishment, educate the target market about their brand and create a strong share of voice in our target market.

To do this, Quanks needs:

• ● To inform the target audience about the establishment opening on May 1st, 2015

• ● To achieve a 30% awareness of the Quack’s name and location across the young influentials market in the determined trade area and surroundings through social media, and local events.

●• To achieve a stretch goal of

70% awareness by the end of Flight 3 in late November.

ENGAGEMENTQuacks is a brand that plays an active role in the community, and they want to find interesting ways to get their name out there, and embed their brand in local events.

To do this, Quacks needs:

• To establish regular bi-monthly interaction with the loyal customer base. Through social media engagement via Twitter, Facebook, and Instagram.

• To successfully support two local promotions, and be present at one of these events annually.

• To establish a loyal customer base of at least 800 within the first year.

ACTIONQuacks is all about creating an experience through the product and the feel of the shop. Our goal is to get the right people to Quacks and have that experience.

To do this, Quacks needs:

• To achieve an average walk in transaction rate of $10.00, and preorder transaction rate of $45.00

OBJECTIVES

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MEDIA VISIONEstablish Quack’s as Omaha’s preeminent bakery and social hub. This vision’s objective is to entice young influentials living in downtown Omaha to experience the newest location of Quack’s Bakery. We want to establish Quack’s as an inviting, vibrant and inspiring space where downtown Omaha city dwellers can enjoy freshly made pastries, aromatic coffee, and a comfortable atmosphere. Through our strategy, we want to inform our audience that we value and embrace Omaha’s love of music and art. Our target audience of young influentials will take pride in being a quirky café and bakery go-er, as well as have a high standard for delicious treats.

MEDIA STRATEGYINFORM: To educate our recommended target audience about the Quack’s Bakery store name, location, and grand opening. A strong digital presence will be used in our process of informing our target audience of young influentials.

INCENTIVIZE: To encourage the selected target audience to visit Quack’s either on a walk-in or pre-order basis. In-store sales will be the prime focus in order to develop a successful bakery.

INSPIRE: To communicate Quack’s brand value through various media used by our recommended target audience. To connect on a consistent basis with our target audience by inspiring them to like, share and positively review the Quack’s brand across various shared media platforms.

STRATEGY

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Mondays are a drag, and Quack’s is here to make them sweeter.

To increase brand awareness among our target audience, Quack’s will strategically place four vending carts offering a variety of freshly baked goods near influential businesses like PayPal, LinkedIn, Conagra Foods, and the University of Nebraska Medical Center for two hours (8:00- 10:00 a.m.) each Monday for a month. Quack’s will promote these pop-up shops through radio ads during the early morning commute, Twitter, and Facebook promoted posts that communicate to our audience that Quack’s has arrived to Omaha to make life a little sweeter.

Our objective is to reach young professionals just getting into work (who may be a little late) and encourage sharing Quack’s pastries with their co-workers. As a way to create buzz around the Quack’s pop-up shops, a total of 320 boxes filled with a variety of freshly baked pastries will be given away to individuals who present a business card and share our month long event through Facebook or Twitter. These specially designed Quack’s branded boxes feature a perforated promotional card with information about our new location at Old Market District and our bulk order offering. After the initial 20 boxes are distributed each Monday per stand, customers can purchase the pastries. With these promotional pop-up shops, people will be exposed to our brand, try our products, and know what we offer - but most importantly, when Quacks opens its doors.

Radio

With a vast majority of our target market driving to work, 30 second radio spots will inform our target market of our pop-up vending carts and encourage listeners to look for our stands outside of their workplace. The radio ads will play during the top morning radio shows for commuters on the way to work. We would purchase 150 points (Reach 3% & Frequency 15) to reach our target audience. “Running late? Make a sweet entrance at work with a box filled with freshly baked pastries from Quack’s.”

Follow The Yellow Duck Prints

Duck footprint decals will be strategically placed on the sidewalks near the workplace entrances leading to the matching wall ads above each of our four vending carts. The decals will encourage people to follow each footprint to our delicious pastry treats. These prints and wall ads are meant to grab the attention of people walking near Omaha’s biggest employers. The duck prints and wall ads will be different every Monday according to the new position of our vending carts to be exposed to the greatest amount of companies and people.

FLIG

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Flight 2

BRINGING BACK THE GOOD LIFE

Put a Little Jazz in Your Step

Jazz on the Green is free annual summer music concert series that runs from July through August, and it is anchored in Turner Park at Midtown Crossing. These concerts attract an average of 320 attendees per showcase, and provide our target market a place to relax after work with friends, live music and a few drinks.

Jazz on the Green provides Quack’s the opportunity to create an experience for our target market, and a strategic placement of the pop-up vending carts used in the first promotion will be stationed at Jazz on the Green to sell a variety of our baked goods and cold drinks to concert goers. As a brand recognition strategy, customers will receive a quirky promotional stickers with the purchase of any product during the series of concerts for six weeks. These stickers are a fun way for Quack’s to create a unique contact point with the growing consumer base and to remind attendees that there is a new bakery in the Old Market District where they can eat, work and socialize.To promote Quack’s attendance at this event and foster brand recall, pedicabs will advertise the pop-up shops around the Old Market District, encouraging people to visit our vending cart during Jazz on the Green. The pedicabs will run on Wednesdays and Thursdays from July 8 to August 13.

Put It On Our Bill: Art Competition

As a way to incorporate the essence of Omaha’s art scene, we want to invite local artists to continue the original Quacks culture by sending us their original work, spotlighting the spirit of Omaha through Twitter and Instagram with the hashtag #ArtsAndQuacks. The first, second, and third place artists chosen will be given a cash prize of $150, $100, and $50 respectively, and the opportunity to showcase their artwork in our store with their contact information. Volt Media will be in in charge of the contest, rules, and choosing the winner. Our target market seeks balance between work and play and are strong participators in local activities like music and art festivals. Incorporating Quacks’ new home in the art competition shows the target how Quack’s can be woven into their lifestyle. The competition will promote social media engagement and create the right image for the brand.

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Chalk Art

Omaha is a city of creatives, artists, musicians, and innovators who shape the face of every street corner and influence culture. To increase brand awareness among our target audience, Quack’s will commission an artist to create five vibrant pieces of chalk art on sidewalks and walls in the Old Market District. This chalk art will integrate the rich history of Omaha and the essence of the Quack’s brand to engage our target audience by creating a unique contact point that will capture the attention as people walk around Old Market District.

The wall murals and sidewalk art will serve as a conversation piece for visitors and residents living in Omaha, and the hashtag #QuacksInOmaha will encourage those photographing the art to incorporate it in their social media postings. These unique art pieces will be executed every week from July 9 through August 13.

Flight 3 DUCK THE HALLSPastry Carolling: Uber

#UberSweetness

Our target market is comprised of commuters who seek convenience and ease, and Uber is providing a transportation solution that is innovative on many levels. As one of the fastest growing ride-sharing companies in the U.S., Uber is attracting young influentials as users and partners with its unique mobile user experience that is sleek and integrated. The innovation of Uber and its growing network is allowing company partnerships that are not only effective, but are creating conversations on social media networks and national blogs for their quirkiness.

As unique contact point strategy, Quack’s will partner with Uber to provide mobile app users the ability to request a box filled with freshly baked pastries right to their door. When customers receive their delivery, they will find three free cookies inspired by the Quack’s brand, the Uber logo, and a gingerbread cookie that is meant to remind customers of the Holiday Lights Festival.

Through this partnership, the Quack’s brand will have to opportunity to be catapulted into the local media spotlight through PR releases, mentions on the the Uber website and blog, and will gain exposure through social media postings using the hashtag #UberSweetness. This campaign will be executed from November 14th through the 28th.

Quacks in the Sky

Each year, 40 city blocks in downtown Omaha dazzle the night at the Holiday Lights Festival. With an estimated average of 75,000 people in attendance, this event is a prime opportunity for Quack’s to implement the loudest strategy in the campaign.

During the Holiday Lights Festival tree lighting ceremony at Gene Leahy Mall , Quack’s will illuminate the surrounding city blocks of the festival using two 4,000 lumen projectors. The first projector will be anchored to a mobile SUV, and will commence its route along a strategically selected streets, surround parking garages and areas with heavy foot traffic. The images projected from the SUV onto are live aggregated images from Twitter from festival attendees, specially designed Quack’s holiday messages that communicate our location at Old Market District , and images relevant to Omaha culture. Users viewing the images While the second projector will be stationary in front of the Quack’s storefront, and will project the the same images as the SUV projector onto a wall for all visitors at the Old Market District to see.

The proximity of the Holiday Light Festival and the Old Market district will allow us to capture the attention of thousands as they walk from and to the festival, and we hope to generate buzz about the Quack’s brand and their holiday offerings.

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Pastry Carolling: Uber

Ever step outside on a cold winter day and wished you would have stayed in bed all day? Well, Quacks isn’t going to keep you in bed but it sure is going to make you feel like you’re carrying a warm blanket on you all day. We’ll be providing these figurative blankets to cold families at the Holiday Lights Lighting Ceremony on our previously purchased vending carts. The Quacks warmth is really just the hot beverages and we want people to come back for more.

The cardboard sleeve has become the universal finger-saver for coffee drinkers everywhere. This indispensable design will be used for promoting the Quack’s brand through incentivised tactics. The promotional sleeve is for a buy one get one free, encouraging people to go to the bakery and create a warm environment for them to feel comfortable and at home in. Our strategy here is to get people to know the Quacks brand and to fall in love with it.

The logistics of this plan are fairly inexpensive as we will already have the vending cart available and will purchase 500 promotional sleeves to distribute with their purchase, yet is expected to bring more people to our store and generate repeat purchases.

CONTINUOUS FLIGHT

Social Media

Our target audience is tech savvy and are heavy users of social media networks like Facebook and Twitter. In order to reach our target efficiently through these platforms, a social media plan will include an array of relevant content that not only generates attention, but encourages engagement with the Quack’s brand.

The social media plan will incorporate stories related to current city events, tech-start-ups, and other humour while incorporating Quack’s messaging that will allow us to generate conversations among our audience. These messages will be strategically selected for promoted posts and will allow us to disseminate the conversations about the Quack’s brand beyond our established Facebook followers.

The use of Twitter for quacks is essential in order to reach our target audience, and serves as important tool for Quack’s during all of our flights as they encourage audience engagement through special hashtags. Twitter will also also allow us to engage with with other companies, special organizations, and other Omaha community members that are of interest to our target audience. Both Facebook and Twitter will be updated throughout our flights to keep the conversation rolling about Quack’s storefront at Old Market District.

Google AdWords

To increase the Quack’s brand visibility online, a Google AdWords plan will be devised, which will allow Omaha residents searching for bakeries or coffee shops to land on our website.

Quack’s will invest part of the budget into AdWords, and will strategically generate relevant keywords associated with the integrated campaign messaging and other supporting topics that can be linked with the Quack’s brand to achieve a well rounded SEM effort.

Sample AdWords: Quacks, Quacks bakery, Quacks Omaha, Bakery Old Market, Old Market District, Homemade pastries, Homemade pie, Jazz on the Green, Omaha art, Holiday Lights Festival, Thanksgiving pie, Omaha coffee shop, Breakfast Pastries Omaha, Brunch Omaha, Brunch Old Market, Bakery Omaha

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Item/Media Description Cost Units Amount Total Cost % of Budget

Pop-Up ShopsSelling stands in front of workplaces $2,749.00 Shop/Stand 4 $10,996.00 21.15%

Wall Ads6' x 12' banners at every pop up shop $1,800.00 4 $7,200.00 13.85%

Radio Day Part: AM :30 (75%) $49.00 CPP 150 $5,512.50 10.60%

Floor StickersDuck prints leading up to pop up shop $17.00 160 $2,720.00 5.23%

Pop-Up Shop Employee 4 times, 2 employees per stand $8.00 Hours 32 $256.00 0.49%

Facebook Promoted PostsPosts on weekends promoting pop up shop $10.00 Per Post 10 $100.00 0.19%

Loyalty Punch CardsLoyalty punch cards given out at pop up shops $9.99 500 cards 1 $9.99 0.02%

Customized BoxedPunch out a postcard with info from the box $39.83 200 boxes/case 2 $79.66 0.15%

Item/Media Description Cost Units Amount Total Cost % of Budget

PedicabsBack panel advertisement in Old Market $45.00 Day (weekends) 120 $5,400.00 10.38%

Twitter Promoted Tweet $2.00 CPE 800 $1,600.00 3.08%Chalk Art Street art around Old Market $150.00 Per artwork 5 $750.00 1.44%Vinyl Stickers 2" x 3.5" Branded Quacks stickers $71.76 Sticker bundle 1250 $71.76 0.14%

Prize for Art Competition3-tiered prize award for art competition $300.00 N/A 1 $300.00 0.58%

Concession Stand Employee 6 times, 1 employee $8.00 Hours 18 $144.00 0.28%Pandora Audiovisual ad $25.00 CPM 5(000) $125.00 0.24%

Facebook Promoted Posts Weekly post for Jazz on the Green $10.00 Post 5 $50.00 0.10%Instagram Social media engagement $0.02 CPE 1000 $20.00 0.04%

Make Monday Sweet - Flight 1 (April 20 - May 11)

Bringing Back The Good Life - Flight 2 (July 9 - August 13)

SUBTOTAL

SUBTOTAL

$26,874.15 51.68%

$8,460.76 16.27%

BUDGET BREAKDOWN

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Item/Media Description Cost Units Amount Total Cost % of Budget

UberPastry Delivery and partnership w/ Uber $7,000.00 N/A 1 $7,000.00 13.46%

Radio Day Part: AM :30 (75%) $51.00 Points 90 $3,442.50 6.62%Twitter Promoted Tweet $2.00 CPE 900 $1,800.00 3.46%

ProjectorsProjectors for mobile billboard during Holiday Lights $500.00 N/A 3 $1,000.00 1.92%

SUV + Drivers "" $750.00 N/A 1 $750.00 1.44%Pandora Audiovisual ad $25.00 CPM 5(000) $125.00 0.24%Concession Stand Employee 1 time, 1 employee $8.00 Hour 6 $48.00 0.09%Facebook Promoted Post $10.00 Post 5 $50.00 0.10%

Coffee SleevesCustom Coffee Sleeves w/ incentive $49.00 Sleeves 500 $49.00 0.09%

Instagram Social Media Engagement $0.02 CPE 1367 $27.34 0.05%

Item/Media Description Cost Units Amount Total Cost % of BudgetTwitter Cost per Follower $1.50 Follower 400 $600.00 1.15%Facebook Managing page $1.05 Likes 350 $367.50 0.71%Google Adwords $0.77 CPC 251 $193.27 0.37%Instagram Manage engagement $0.02 CPE 8624 $172.48 0.33%

Just In Case$1,040.00 2.00%

Duck The Halls - Flight 3 (November 14 - 28)

Continuous

Contingency

Grand Total

SUBTOTAL

SUBTOTAL

51.68%

$14,291.84 27.48%

$1,333.25 2.56%

%52,000.00 100.00%

Total % of Budget

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Flight 1 - $26,874.15

Flight 2 - $8,460.76

Flight 3 - $14,291.84

Continuous - $1,333.25

2% Contingency - $1,040.00

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ACTION PLAN

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Flight Action How is success defined?Make Your Mondays Sweeter Follow the yellow duck road. # of people that interacted at the booth

$ spent on products at the booth# of bulk orders during first flights

Loyalty Cards Use frequency of the cards# of cards given out$ spent by card-holders

Bringing Back the Good Life Put a Little Jazz in Your StepThe amount of people who went to the stand and the amount spent per person.# of stickers handed out at each Jazz on the Green.# of retweets, followers and favorites on Twitter.# of likes and shares on Facebook promoted posts.

Put it on Our Bill Art Competition

Amount of art submissions through #ArtsAndQuacks on Twitter, Facebook and Instagram# of retweets, followers and favorites on Twitter.# of likes and shares on Facebook promoted posts# of likes and engagement on Instagram posts% DEC of Pedicab advertisements in Old Market

Chalk Art # of engagements on twitter on Quacks' post# of engagements on Facebook on Quacks' post# of engagements through the hashtag on Twitter# of posts of the art on Instagram using the hastag

Duck the Halls Pastry Carolling # of requests for pastries$ spent on requests# social media engagements# people visiting the Uber app

Quack's In The Sky # of attendees to Old Market Shopping and Dining# of customers to the shop during the night# social media engagements# coffee sleeve incentives redeemed

Continuous Social media # of Facebook likes# of Instagram follows# of Twitter follows and engagements

SEO # of visits to website# of clicks

EVALUATION PLAN

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