TRADITIONAL MEDIA MARKETING PLAN

PREPARED BY: BROOKE HURST

APRIL 10, 2015

Vengeance UniversityHuntington Beach, CA

90740

OVERVIEW

ON DECEMBER 19, 2005 ROCK GUITARIST ZACKY VENGEANCE (AVENGED SEVENFOLD) DECIDED TO EMBARK ON A JOURNEY MANY HAVE PAVED

FOR HIM. INTERVIEWED BY INKED MAGAZINE IN 2010, VENGEANCE SAYS THIS ABOUT HIS NEW VENTURE:

“VU IS GROWING NATURALLY BY WORD OF MOUTH. I LIKE KEEPING IT UNDERGROUND AND UNIQUE SO THAT WHEN PEOPLE WEAR IT THEY CAN RECOGNIZE OTHERS WEARING IT. IT’S LIKE A SECRET SOCIETY.”

COMING UP ON IT’S 9 YEAR ANNIVERSARY, ZACKY’S CLOTHING LINE CONSISTS OF AN ASSORTMENT OF ORIGINAL T-SHIRT DESIGNS, HOODIES,

TANK TOPS, BABY CLOTHES, BELT BUCKLES, AND NECKLACES THAT ADORN HIS “6661” LOGO AND FAMOUS SWITCHBLADE PENDANT.

ALTHOUGH ZACKY VENGEANCE’S VISION FOR HIS CLOTHING LINE WAS TO STAY UNDERGROUND AND ALMOST EXCLUSIVE, I HAVE EXPLAINED

BELOW HOW MY TRADITIONAL MEDIA PLAN WILL HELP TO STIMULATE BRAND NAME AWARENESS AND FAMILIARITY WITH THE UNDERGROUND

ROCK SCENE. I WILL ALSO SHOW HOW THIS PLAN WILL HELP INCREASE SALES IN TARGET MARKETS AND EXPAND THE COMPANY’S REACH ALL

ON BUDGET. THROUGH THIS, I WILL HELP INITIATE VENGEANCE UNIVERSITY’S NEW MARKETING STRATEGY AND CREATE UNDERGROUND NOISE

WHERE, WHEN AND HOW HE WANTS.

“

”

HERE AT VENGEANCE UNIVERSITY, WE DON’T REALLY PLAY BY THE

RULES. WE EXIST BECAUSE PEOPLE LIKE YOU INSPIRE US ON A DAILY BASIS. LOYALTY, PASSION AND INTEGRITY ARE WHAT SET US APART

FROM EVERYONE ELSE. VENGEANCE UNIVERSITY ISN’T FOR EVERYONE AND THAT’S OK. REMEMBER, THE BEST REVENGE IS BETTERING

YOURSELF.

ZACKY VENGEANCE, 2010

SITUATION ANALYSIS

The main focus of this traditional media plan is to increase familiarity and chase sales leads with underground fans while increasing sales. I can set this business forward by showing

current sales data, using competitive marketing strategies, the start-up of planned marketing activities and the use of creative

strategy and executions.

PROBLEM STATEMENTVENGEANCE UNIVERSITY ONLY FACES A COUPLE OF PROBLEMS THAT NEED

UPGRADING FROM 2005 IN ORDER TO MOVE FORWARD IN THIS NEW DIRECTION. THESE PROBLEMS INCLUDE:

• THE INCREASE IN BRAND AWARENESS

• TOO FEW SALES LEADS.

MARKETING COMMUNICATIONS TASK DEFINITION

PROBLEM: LOW AWARENESS

TASK DEFINITION: INCREASE BRAND NAME AWARENESS FROM 10% TO 40% BY END IF 2015.

IN ORDER TO CREATE NOISE WHERE VENGEANCE UNIVERSITY WANTS TO STRATEGICALLY PLACE IT, IT NEEDS TO INCREASE PRODUCT RECOGNITION BY INCREASE IN MEDIA STRATEGY AND REACH. THIS MUST BE SOLVED IN ORDER TO MOVE FORWARD.

PROBLEM: TOO FEW LEADS

TASK DEFINITION: GENERATE 50% MORE SALES LEADS WITHIN TARGET AUDIENCE DURING THE FIRST QUARTER OF 2015.

NEEDING TO IDENTIFY THOSE WHO HAVE EXPRESSED SOME SORT OF INTEREST OR REQUESTED MORE INFORMATION BY MAGAZINE, EMAIL, OR WEBSITE VISIT.

WHO:TARGET AUDIENCEDEMOGRAPHICS:

•TEENS AGED 14-19, YOUNG ADULTS AGED 20-25,

•ROCK/HEAVY METAL GENRE FANS

MEDIA

OBJECTIVES

REACH OBJECTIVES

PROMOTIONS

• AN INTRODUCTION INTO NEW COMPANY PROMOTIONS LIKE HAND SIGNED GUITARS OR BACKSTAGE PASSES!

AWARENESS

• EXPAND REACH WITH A SIMPLE WEEKLY REMINDER VIA MEDIA COMMUNICATIONS

FREQUENCY OBJECTIVES

• THIS SITUATION REQUIRES HIGHER FREQUENCY OVER REACH.

(TRPS=REACH X FREQUENCY)

WHERE:GEOGRAPHIC OBJECTIVES

SUPPORT THE BUSINESS IN RELATION TO SALES POTENTIAL.

•THERE IS GOOD BRAND DEVELOPMENT IN THE WEST COAST HAS THE HIGHEST SALES PERCENTAGE WITH NEARLY 60%. EAST COAST COMES IN WITH 15% WHILE THE SOUTH ACCOUNTS FOR 20% AND GLOBAL SALES MAKE FOR ONLY 5%.

WHEN:TIMING OBJECTIVES

ALLOCATE ADVERTISING DOLLARS SEASONALLY IN RELATION TO SALES.

• MOST REVENUE OCCURS BETWEEN HALLOWEEN AND CHRISTMAS. ROUGHLY 80% OF THE BUDGET SHOULD BE SPENT DURING THE MONTHS OF OCTOBER-DECEMBER.

MEDIA STRATEGYBASED ON THE BUDGET FROM VENGEANCE UNIVERSITY, THERE ARE ONLY A

FEW MEDIA CLASSES WE WILL EXAMINE AND USE IN OUR MARKETING STRATEGY.

The mix of communications that Vengeance University will implement to increase awareness and chase sales leads will include the following:

Media Selection-Radio

-Magazines-Internet

Radio

•Satellite•Network

Magazines

•National Music Publications

Internet

•Search•Email•Social Networks

TACTICAL PLANNING  2015 January February March April May June July August September October November December

Radio Spot :25s                          

50%Evening     84 TRPS   80 TRPS   80 TRPS   80 TRPS   85 TRPS 85 TRPS 85 TRPS

50% Late Night                          

                           

Magazine (P1C)                        

Guitar Weekly                          

Rolling Stone                          

                           

Internet                          

Paid search engines                          

Social Media                          

TEST MARKETINGTEST MARKET SELECTION

• TWO CONTROL MARKETS, AND TWO TEST MARKETS. (WEST COAST, EAST COAST AS CONTROL AND MIDWEST, SOUTH AS TEST MARKETS)

TEST MARKET TRANSLATION

• TESTING SHOULD LAST NO MORE THAN A SIX MONTH PERIOD UNLESS THERE IS A NEED FOR EARLY TERMINATION.

TEST MARKET MEASUREMENT

• MUST USE FIELD RESEARCH IN ORDER TO TRACK PRODUCT SATISFACTION, REACTIONS AND COMMENTS!

IMPLEMENTATION PLAN

NEXT STEPS• APPROVAL________________________________________DEADLINE

• APPROVAL OF TRADITIONAL MEDIA STRATEGY AND PLAN 3/15

• AUTHORIZATION TO PURCHASE RADIO/ MAGAZINE ADS 3/15

• TESTING MARKETS 4/15

• PROMOTIONS APPROVAL 6/15

SOURCES•  

•HTTP://WWW.DIGITALMUSICNEWS.COM/PERMALINK/2014/09/09/YOURE-SELLING-T-SHIRTS-GENRE

•HTTP://WWW.IBISWORLD.COM/INDUSTRY/ONLINE-ORIGINAL-DESIGN-T-SHIRT-SALES.HTML

• WWW.VENGENZ.COM

• WWW.FACEBOOK.COM/VENGENZ1

• WWW.TWITTER.COM/VENGENZ_1