AUDIENCE ANALYSIS & MEDIA PROJECT PROPOSAL W A L K A B O U T O U T F I T T E R M I K A Y L A B E R N E T I C H , C O D Y B E R M U D E Z , K Y L E E C Z E R W I N S K I , D A N I E L M O R R I S , A N D S O L E I L R I V E R A
ORGANIZATIONAL BACKGROUND Founded: Kirk and Tina Miller 2005 - Lexington, VA Inspired by the Appalachian Trail QUIT YOUR DAY Harrisonburg Location opens 2013 JOB, JUST LIVE IT 6 full time employees Specialize in Outdoor recreation Active in Harrisonburg Community ( W A L K A B O U T O U T F I T T E R , 2 0 1 8 )
OUTDOOR RECREATION INDUSTRY Over 3,000 businesses Customers - Predominately white Four billion dollar - Health Conscious industry - Focus on environmental- 160 million in profits per wellness year - Middle to upper class Spending trends are - Brand loyal increasing (Alvarez, 2018), (Walkabout Outfitter, 2018)
COMMUICATION & MEDIA OBJECTIVES Increase sales Inform customers through community involvement In one year - Compete with large chains - Smartwool socks Get future customers excited about the outdoors ( W A L K A B O U T O U T F I T T E R , 2 0 1 8 )
TARGET AUDIENCE: FIRST SEGMENT The "Trail Trekker" Demographics Psychographics Behavioristic Media and Technology V I G I L A T T E C O F F E E H O U S E | 2 0 2 0 (Claritas, 2018), (US Census, July 1, 2017), (SBI, 2009-2018), (Pew Research Center, 2018)
TARGET AUDIENCE: SECOND SEGMENT The "Wise Wanderer" Demographics Psychographics Behavioristic Media and Technology V I G I L A T T E C O F F E E H O U S E | 2 0 2 0 (Claritas, 2018), (US Census, July 1, 2017), (SBI, 2009-2018), (Pew Research Center, 2018)
CONSUMER PROFILE/PERSONA Dominic Eliot the "Trail Trekker" 21 Years Old Full Time JMU Student Loves to go on adventures Has a passion for outdoors and personal health Brand Loyal V I G I L A T T E C O F F E E H O U S E | 2 0 2 0 (Claritas, 2018), (US Census, July 1, 2017), (SBI, 2009-2018), (Pew Research Center, 2018)
CREATIVE MESSAGE STRATEGY Newspaper Online Advertisement Postcard Flyer Bus Advertisement Pop-up Shop Snapchat Geofilter Updated Social Media Sponsored University Recreation Center (UREC) Event Geocache
MEDIA STRATEGY Media Mix Statement Traditional Media To use several different types Online advertisement in The of media in unison to increase Breeze, Direct mail to on- sales over the next year. campus students. Digital/New Media Nontraditional Media Update current social media Pop-up Shop and platforms ( Instagram, Twitter ), Geocache Snapchat Geofilter
ONLINE NEWSPAPER ADVERTISEMENT Message Strategy Your next Logo Color Scheme adventure begins Mountains with us! Media Strategy Traditional Media The Breeze - Students and Alumni
POSTCARD FLYER Message Strategy Take advantage of the valley Students atop a mountin Media Strategy Traditional Media On-campus mail (Here's What, 2017)
BUS ADVERTISEMENT Message Strategy Your next Low Income adventure begins Logo Color Scheme with us! Media Strategy Nontraditional Media Five Buses Rear of the bus Over one year
POP-UP SHOP Message Strategy September 4, 2019 Merchandise In-person advertising Media Strategy Nontraditional Media Increases awareness and spreads brand
SNAPCHAT GEOFILTER Message Strategy Day of pop-up shop Walkabout color Info on pop-up shop scheme Media Strategy Digital/New Media Spreads Walkabout name to thousands of students
UPDATED SOCIAL MEDIA Message Strategy How to utilize the products Media Strategy Digital/New Media
SPONSORED UNIVERSITY RECREATION CENTER EVENT Message Strategy Rock climbing excursion - Customized water bottles Media Strategy Nontraditional media
GEOCACHE Message Strategy Promote going outside Merchandise Media Strategy Nontraditional media
MEDIA STRATEGY CAMPAIGN EVALUATION Pre-Plan Post-Buy Custom Consumer Analysis Analysis Research (KATZ,2017, P.212)
BUDGET $5,000 budget Pop-Up shop merchandise Local advertising Sponsorship activities (HESSINGER, 2018), (UPRINTING.COM, 2000-2018), (CUSTOMINK, 2018), (THE BREEZE, 2017-2018), (MEDIA TRANSIT, INC., N.D.), (MEDIA TRANSIT, 2018), (EXCEL PRINTING AND MAILING, 2018), (GEOFILTER STUDIO, 2018), (SILK LETTER, N.D.), (GOPRINT, 2018), (WALKABOUT OUTFITTER, 2018)
Value Reaching new audiences Community Involvement, seen as more than just a store Community Events Increase in community outreach Building authentic relationships Chance to connect with employees V I G I L A T T E C O F F E E H O U S E | 2 0 2 0
Newspaper Ad Reach a new audience Provides information to consumers Bus Ads Spread the word, and inform consumers V I G I L A T T E C O F F E E H O U S E | 2 0 2 0
Social Media Ads Reaches its younger audiences Free advertising provided by its consumers Platform for information for upcoming sales, promos, events, etc. Channel for consumers to interact with Walkabout Outfitter (Hashtags, Geofilters, Comments section)
THANK YOU !
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