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Countryside Cottage

Countryside Cottage. Annual Marketing Recommendations. Overview . Customer would like to reduce frequency of ads (and total investment), to focus more on tactical campaigns. Customer interested in growing younger demo traffic.

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Countryside Cottage

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  1. Countryside Cottage Annual Marketing Recommendations

  2. Overview • Customer would like to reduce frequency of ads (and total investment), to focus more on tactical campaigns. • Customer interested in growing younger demo traffic. • “Service” sets Countryside Cottage apart from others who sell Pandora and Vera Bradley.

  3. Objectives • Design a package that will offer more flexibility to advertise at the “right times” while reducing overall investment. • Maintain core-customer base, while growing interest and traffic in younger demos. • Integrate strategic positioning in ad creative (sell “Service”).

  4. Solution 1. Achieve flexibility objectives through a 26-time annual Business Builder program. 2. Grow younger demo traffic through Moms Like Me print, online, and value-added contest exposure.

  5. Recommendations • 26-time Business Builder package: • One 10” (2x5) ad in Sunday News-Leader • Two 10” (2x5) ads in weekday News-Leaders • One 10” (2x5) ad in the Nixa/Ozark News-Leaders • 10,000 online impressions per week on News-Leader.com • Choose any 26 weeks out of the year to run, based on projected sales cycles. • $510 per week

  6. Recommendations • Moms Like Me print/online package: • 1/4 page (vertical or horizontal) ad in Moms Like Me magazine per month (12 times) • 5,000 impressions on Moms Like Me.com per month. • Design ads with a younger demographic target in mind. Drive online traffic to Countryside Cottage website, Facebook page, or custom landing page. • $300 per month

  7. Monthly Investment • Average 4-week month: $1320 • Two business builder weeks plus Moms Like Me • Light month: $810 • One business builder week plus Moms Like Me • Heavy month: $1830 • Three business builder weeks plus Moms Like Me

  8. Moms Like MeContest Opportunity • Contest theme: “In Honor of Local Moms” • Countryside Cottage provides: • Appropriate prize ($50 retail value) • Mom’s Like Me provides: • 7-day contest execution online via moderated content in message boards. • Mention in Moms Like Me magazine editorial content • Mention in Sunday column • Picture of prize with link to Countryside Cottage website on Mom’s Like Me home page

  9. Action Plan • Sign “Level 2” investment contract. • Identify specific prime selling weeks to run Business Builders (minimum 26). • Consider new positioning line for ads such as “Free Gift Wrap With Purchase” that reinforces the service image. • Choose prize for Mom’s Like Me contest.

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