Boogie, Boogie, Boogie It’s The Electric City!

1. Boogie, Boogie, Boogie It’s The Electric City!

2. Royal Incorporated:Amanda Ferri, Kara Kilgallen, Hannah Solon, Katie Rudy, Jill Barry, Josh King

3. Table of Contents • Mission Statement 4 • Executive Summary 5 • Situation Analysis 6 • SWOT 7-10 • Primary Research 11-12 • Secondary Research 13-14 • Company Evaluation 15 • Target Market 16 • Demographics 17 • Lifestyle Traits 18 • Geographics 19 • Comm. Branding 20 • Creatives 21-22 • Promotions 23-24 • Social Networking 25 • Media Plan 26-32 • Media Strategy 33-34 • Budget 35-36 • Conclusion 37 • References 38

4. Mission Statement • The Royal Inc. promise is to provide results oriented in advertising, public relations and marketing design. We believe it is our obligation to provide our clients with the most effective solutions available in their industry. We want to create a bond with each of our clients and keep the trust that we have their best interest at hand. Our goal is to fulfill our clients’ wants and needs and present consistent attractive returns. We believe every client has the compassion, unique perspective and integrity to succeed.

5. Executive Summary • The purpose of this campaign is to bring an unapt audience to downtown Scranton. We are striving to reduce carbon footprint, support local businesses and create a thriving downtown where students can create the potential environment of what the blooming downtown has to offer.

6. Situation Analysis • Scranton is a developing city that has potential to thrive. For various reasons, the downtown, the heart of the city, is often overlooked by many audiences. This is especially true of college students within walking distance. Often times these students drive to Dickson City and the Shoppes at Montage for their needs, when they could be supporting local businesses by going downtown. • Shopping downtown is profitable for everyone because the students meet their needs at a closer location and the different companies will be profiting from their business, especially in today’s economy. Our goal is to increase awareness of the features downtown that so often go unnoticed and ultimately get students downtown.

7. SWOT

8. SWOT

9. SWOT

10. SWOT

11. Primary Research Individually, we researched public opinion about downtown Scranton by using focus groups. We each developed questions focused on positive and negative qualities of the area to discover our target audience feelings. Our focus groups consisted on students between 19 and 22 years old. In summary, our participants do not visit downtown much because the environment is not safe nor is it publicized. After the focus groups, we found a lot of needed improvements.

12. We asked. They told. 1.) What do you think about downtown Scranton? 2.) What can be improved? 3.) How many times have you been downtown? 4.) What would attract you to visit downtown more? • “Compared to other cities, it’s not that appealing”(Jason Schneider, 22)/ “The only things I really know of is the Steamtown Mall and Osaka” (Ashlee Allgayer,18) • “More to do, especially other than eating and drinking” (Matt Murphy, 21)/ “Change the environment by making it friendlier and more welcoming” (Francesca Stanko, 21) • The general answer has been 2-4 times a month and mostly includes restaurants and bars, with no particular mention of any store • Most of our participants said: Outdoor seating at restaurants/ discounts and sales/ cleaner and more upbeat/nicer stores and a nicer movie theatre/ safer/ more parking

13. Secondary Research • All of our annotated summaries concluded that college students spend more money during the weekends • Stores in downtown Scranton should stay open later on the weekends • Trends are followed in college students • Downtown Scranton needs to be more tuned to college students

14. Secondary Research • We also found that most students like to feel safe when going into a city-like area. • A lot of students’ funding is controlled by their parents. Meaning downtown Scranton needs to be more direct with their marketing towards college students

15. Company Evaluation

16. Target Market: Young Digerati/Young Influential's • From PRIZM: “Young Digerati are tech-savvy and live in fashionable neighborhoods on the urban fringe. Affluent, highly educated, and ethnically mixed, Young Digerati communities are typically filled with trendy apartments and condos, fitness clubs and clothing boutiques, casual restaurants and all types of bars--from juice to coffee to microbrew.”

17. Demographic Traits Urbanicity: Suburban Income: Midscale Social Class: Middle-Upper Age Range: 18-24 Homeownership: Renters Employment levels: students; part-time Education levels: college students Ethnic diversity: white, black, Asian, Hispanic, mix

18. Lifestyle Traits Read Cosmo/Esquire Watch MTV, VH1, Family Guy Drive Mazda 3’s Own iPods, smart phones, digital cameras Order from amazon.com

19. Geographics Scranton population as of 2008: 72,233 Area colleges: University of Scranton, Marywood University, Lackawanna College, Keystone College, Penn State Worthington

20. Company Brand • Scranton Tomorrow’s mission statement: • Scranton Tomorrow is a nonprofit community & economic development organization working to establish Scranton as the premier urban center of Northeastern Pennsylvania. • Overall Scranton Tomorrow has a positive image in the community and within their business relationships. There are still a lot of people who do not know who they are or what they do. • Through this campaign as well as improving downtown, we are increasing awareness and favorable attitudes toward ScrantonTomorrow.

21. Downtown This advertisement can either be used as a flyer or a color print ad. Since we have yet to implement a color print advertisement into our media plan this ad as of now will be used as a flyer given to students on campus’s and in downtown stores. S C R A N T O N “This advertisement is simple, to the point and visually captive. It encourages me as a student to head downtown right now to see what it has to offer” –Nicole Zullo, 21, Senior at the University of Scranton Small town feel Big city experience

22. Post Card - Creative Do you know what’s going on downtown?

23. Sales Promotion • In order to advertise our campaign as best as possible, we are incorporating several promotional giveaways into our campaign. • In order for students to know about Downtown Scranton, our message and campaign must be fresh in their minds. • By giving away several free promotional giveaways; students will carry around our campaign with them. • These will be given away in each student center of the surrounding colleges, downtown stores, as well as our campaign’s planned events. • For this campaign we will be giving away “Scranton” stamped: button pins, hats and balloons, as well as “Scranton Tomorrow” coupons to downtown businesses to receive student discounts.

24. Present this coupon to any “Scranton Tomorrow” downtown business with your student ID and receive an extra 25% off!

25. Social Networking

26. Media Planning We collaborated to come up with a well-inspired plan that may be used to improve downtown Scranton for the future. The next six slides explain our media plan in more detail.

27. Key Objectives • Run a 30 second advertisement during the television show “The Office” on WBRE, because it is a popular television show for college students • Run an advertisement in the Scranton Times for the community to read as well as college students • Run an IMC Campaign, which will reach all of college students aged 18-23, seven months out of the year

28. Television • Scheduling: • Commercial time for two prime time shows • American Idol on Fox • WOLF TV 56, Tuesdays at 8 PM & Wednesdays at 9 PM • The Office on NBC • WBRE, Thursdays at 9 PM • Research & Budget: • American Idol: • $594,000 for a 30 second commercial on Tuesdays. $620,000 for a 30 second commercial on Wednesdays. • CPP = $49,000 (Tuesdays), CPP = $51,666 (Wednesdays) • The Office: • $219,000 for a 30 second commercial. • CPP = $54,750

29. Print • Scheduling: • The Scranton Times-Tribune: • Advertise every other Sunday, or during special times depending on events • Research & Budget: • A black and white 2-clounm ad for Sunday edition (costs $598 per edition) • The Scranton Times-Tribune: • CPM $8.97

30. Billboard • Scheduling: • Purchase a billboard on the Central Scranton Expressway • Cycles last 8 weeks, we will purchase one in March and one cycle in September • Research & Budget: • A billboard costs $2,730 a month (Central Scranton Expressway) • $2,730 x 4 (months) = $21,840

31. Media Flow Chart

32. Media Chart • We chose a flighting schedule for both television print for a few reasons: • Students are not in school all year; it would not be cost effective to advertise during summer months • The months we chose to advertise coincide with the fall television season • It emphasizes frequency more than reach; the campaign reaches a small audience (18-24 year olds) but the ads will be seen many times

33. Our media strategy Simple: We want to integrate our campaign into several media vehicles and deliver them to college students in the area Our focus is on frequency because we want to be seen by less people more often because if we are seen more often, the small group of people will remember our message and spread it to their friends. It is more realistic to affect a smaller audience. This makes our effective frequency 3x and our reach 75% of college students.

34. Media Strategies • All shown within the flow-chart. • Billboard: • Purchased on Central Scranton Expressway because there is heavy traffic on it. • Leads to both Dickson City and downtown Scranton. • Chose to purchase for beginning of March and September because that is the beginning of each semester. • Television: • American Idol was chosen because it is the number one show this season and is popular among the college-age population. • The Office was chosen because many people from he Scranton area watch it. • Both chosen because they are shown on basic channels (Fox & NBC). • Print: • The Scranton Times-Tribune was it is the most popular Scranton newspaper. • Only advertise on Sundays because few students read the paper daily. • To save money we will only advertise every other Sunday and during special events.

35. Budget (First 4 Months)

36. Budget Continued • Overall price of = $108,842,944 • Potential sponsors to potentially remove price and work for free because of the positive effects the campaign will have on the city and local business (including themselves). • Price for first 4 months of campaign. • All prices subject to changes. • In order to maintain our budget. We are giving local downtown business a choice to sponsor promotional items. Therefore, if they agree to fund an item, their business logo will go on the object as well. For example: The Scranton Tomorrow logo with the “Outrageous” logo beneath.

37. Wrapping it up We will implement out plan by deciding what the most cost effective way of advertising is, after we perform research. We will evaluate four months after the campaign , by surveying university students and downtown businesses. We will ask store owners if their revenue has increased.

38. References • Billboard Advertising • http://www.lamar.com/main/default.cfm • Promotional • http://www.queensboro.com/web/exec/index.php • Print • http://www.printingforless.com/ • PRIZIM • http://www.claritas.com/MyBestSegments/Default.jsp • The Scranton Times-Tribune • http://thetimes-tribune.com/ • Scranton Tomorrow • http://www.scrantontomorrow.org/ • TV Advertising • http://www.gaebler.com/National-TV-Spot-Ad-Costs.htm