Advertising Campaign Event
Monarch High School
329 Campus Drive
Louisville, CO 80027
Sheridan Paul and Abigail Pelsmaeker
Table Of Contents
I. Executive Summary……………………………………………………………………… ...1
II. Description……….………………………………………………………………………. 2-3
III. Objectives of The Campaign……………………………………………………………. ..3
IV. Identification Of Target Markets…………………………………………………………..3-4 I. Primary Markets…………………………………………………………………….3 II. Secondary Markets………………………………………………………………...4
V. List of Advertising Media Selected For Campaign…………………………………………..4-7 A. Magazine Advertisements………………………………………………………….4 B. Radio Advertisements……………………………………………………………....5 C. Social Media Campaigns…………………………………………………………...6 D. Event Partnerships………………………………………………………………….6
VI. Schedules of All Advertising Planned……………………………………………………..7
VII. Schedules of All Sales Promotion Activities Planned…………………………………….8
VIII. Budget……………………………………………………………………………………8-9
IX. Statements of Benefits to the Client/Advertiser………………………………………………10
X. Bibliography…………………………………………………………………………………11
XI. Appendix…………………………………………………………………………………...11
II. Executive Summary Brunton is a high-end outdoor company focused on providing hikers, hunters, and outdoor professionals with tools that will help them on their adventures. This campaign will focus on exposing Brunton to a larger female clientele. By becoming involved in clubs such as the Women’s Institute, Brunton will be able to create relationships with women who enjoy being in the wilderness and hopefully buy from Brunton for their hiking needs. Objectives: We identified one measurable and realistic goal which encompasses a number of other goals.
Expose Brunton to a larger target market:
Create long lasting relationships with women-only clubs.
Change advertising efforts online to draw in a younger female demographic.
Make advertising appealing to women and young adults. Target Markets: We will focus on Brunton’s current primary market; 25-45 year-old males interested in the outdoors. In addition, we will try and add a new target market of females and young adults. By limiting advertising to Boulder and surrounding areas, we will be able to reduce costs as well as increase focus on a specific group of people.
Advertising Media and Sales Promotions: For the advertising campaign, we identified four ways to gain the interest of female residents in the Boulder area:
Magazine Advertisements: Brunton will put ads in women’s magazines such as Women’s Adventure Magazine and Her Life magazine. These ads will include small coupons as incentives for the reader to buy from Brunton.
Radio Campaigns: Brunon will play a commercial on 97.3 FM radio promoting their company to people on the road.
Social Media: Brunton will create a Facebook and Twitter page to strengthen their online presence. Once a year, they will create an online sweepstakes event to draw attention to the company.
Event Partnerships: Brunton will sponsor events for women’s clubs in order to create long-lasting relationships with these communities.
Budget: Due to Brunton’s high annual income, we were able to put a considerable amount of money into advertising. Our grand total for advertising was $46,796, which is about 2.3% of Bruntons annual income of $2,000,000.
With our new advertising campaign, we hope to gain a larger female clientele, which will increase sales revenue and improve the company’s image.
II. Description
Since 1894, Brunton has been providing professional-grade hiking and camping equipment to people all over the world. In 1894, D.W. Brunton created the Pocket Transit; a compact, precision compass that freed outdoorsmen from bulky equipment. This invention set the course that Brunton still follows: never accept, never settle. The company was based in Riverton Wyoming, at the head of the Wind River range, and recently moved to Boulder Colorado, at the foot of the Rockies.
Brunton’s mission statement “let nothing stand in the
