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TABLE OF CONTENTS
Meet the Team . . . 3
Executive Summary . . . 4
Background . . . 5
Situation Analysis . . . 6
Research . . . 7
Key Publics . . . 10
Campaign Goal . . . 11
Objectives . . . 12
Strategies & Tactics . . . 13
Big Idea . . . 14
Primary & Secondary Messages . . . 15
PR Strategy & Tactics . . . 16
Social Media Strategy & Tactics . . . 21
Calendar . . . 26
Gantt Chart . . . 27
Budget . . . 28
Evaluation . . . 30
Appendices . . . 31
MEET THE TEAM
RISS MCCRANEY-
ACCOUNT EXECUTIVE
ALYSSA STANEK-
KENLEY SWEET- PUBLIC
MEDIA / SOCIAL MEDIA
RELATIONS DIRECTOR
DIRECTOR
3
EXECUTIVE SUMMARY
(mer)Maids by the Bay is a company founded with family in
mind. The owners aim to ingrain themselves in the Baldwin
County community by continuing to make it easier for
community members to live a clean and organized life.
The first objective Clear View agency has developed for this
campaign is to increase the company's clientele by 20%
between January 2019 and January 2020. The second objective
developed for this campaign is to gain 1,000 social media
followers between January 2019 and January 2020
4
BACKGROUND
5
SITUATION ANALYSIS
CORE PROBLEM: LACK OF BRAND
RECOGNITION AND WEB PRESENCE
RELIABLE,
S FRIENDLY,
PERSONABLE
LACK OF WEB
W PRESENCE
NEW MARKETING
TECHNIQUES AND
O UTILIZATION OF NEW
SOCIAL MEDIA PLATFORMS
OLDER, ESTABLISHED
T COMPETITION IN THE AREA
6
SECONDARY RESEARCH
CLEANING INDUSTRY OVERVIEW
NATIONAL
COMPETITORS
LOCAL
COMPETITORS
MAIDS À LA MODE
SWEET HOME CLEANING,
BALDWIN COUNTY, AL
BALDWIN COUNTY, AL
(EST. 2012)
(EST. 2010)
7
SECONDARY RESEARCH
INDUSTRY RESEARCH
Simmons research on the industry shows the demographics
of clients in Baldwin County to be:
Married couples with college degrees
45 years old or older
It is most popular with people of higher than
average wealth looking for a little more free time –
especially in two-income households
MARKET RESEARCH
Simmons Research on the industry shows the demographics of the
industry to be:
Females, 30 - 45 years old
Married
College Graduates
Annual Household Income between $45,000 - $55,999
Has at least two children
Lives in Residential Homes/Neighborhoods
Hates to clean, but desires a clean home
AUDIENCE SEGMENTATION IN AL
Simmons Research on the state of Alabama shows the demographics
of the industry within Alabama to be:
High school graduates
Income between $75,000 - 100,000
Three-fourths are social media users
8
PRIMARY RESEARCH
105 SURVEY
RESPONDENTS
89% FEMALE
92% CAUCASIAN
30% BETWEEN
35-45 YEARS OLD
9
KEY PUBLICS
Jennifer
Caucasian, aged 35-44
Married with 1-2 children
HHI of $70,000 - $90,000
10
CAMPAIGN GOAL
INCREASE BRAND
AWARENESS OF
MERMAIDS BY THE BAY
11
OBJECTIVES
TO INCREASE COMPANY’S
#1 CLIENTELE BY 20% BETWEEN
JANUARY 2019
AND JANUARY 2020.
12
STRATEGIES & TACTICS
Objective 1:
To increase the company's clientele by 20% between
January 2019 and January 2020
Objective 2:
To gain 1,000 social media followers
between January 2019 and January 2020
13
BIG IDEA
TURNING SUNKEN
SHIPS INTO
TREASURE TROVES
14
PRIMARY MESSAGE
SECONDARY MESSAGE
15
PUBLIC RELATIONS
STRATEGY & TACTICS
Objective 1 :
To increase company's clientele by 20% between
January 2019 January 2020.
Strategy:
Use Traditional Media and Promotional Products
Tactics
1 - Studio 10
2 - Promotional Products
3 - Door Hangers
4 - Mobile Bay 40 under 40
16
TACTIC 1
TARGETING BOTH KEY PUBLICS
STUDIO 10
84% of survey respondents
regarded television as their
main traditional media source.
(mer)Maids by the Bay will
have a two to four minute spot
on Studio 10 showcasing
the services offered
and the background
of their company.
17
TACTIC 2
TARGETING BOTH KEY PUBLICS
PROMOTIONAL PRODUCTS
Currently, Mermaids
leaves small gifts at their
clients’ houses for a personal
touch. Moving forward, the
gift will be a promotional pen
or a refrigerator magnet,
giving a more consistent
touch of love from
(mer)Maids by the Bay.
18
TACTIC 3
TARGETING BOTH KEY PUBLICS
DOOR HANGERS
19
TACTIC 4
TARGETING BOTH KEY PUBLICS
20
SOCIAL MEDIA STRATEGY
& TACTICS
Objective 2 :
Improve company’s web presence by gaining a
minimum of 1000 followers collectively on social
media platforms between January 2019 and
January 2020.
Strategy:
Cultivate a strong and consistent
online presence
Tactics
1 - Facebook
Consistent Social Media Posting 5x A Week
Boosting Facebook Posts
Monthly Mermaid Monday Contest
(FIN)ally The Fifteenth Contest
21
TACTIC 1 - FACEBOOK
TARGETING BOTH KEY PUBLICS
BOOSTED POSTS
Mermaids By The Bay will boost Facebook posts two
times a week with projected calculations reaching over
a thousand people in the target areas of Spanish Fort,
Fairhope and Daphne.
MONTHLY MERMAID MONDAYS
On the first Monday of every month, Mermaids by the Bay will have a
Facebook contest. People need to like the Facebook page, share the
post on their Facebook profiles and tag three friends in the comments
of the post for their name to be entered into the contest. A random
winner will be chosen and their prize will be determined by a spinning
wheal with different discounts on it. This tactic is a continuation of the
Mermaid Monday contests Mermaids By The Bay previously provided.
FACEBOOK AD
23
TACTIC 3 - INSTAGRAM
TARGETING JENNIFER KEY PUBLIC
CREATE AN INSTAGRAM
ACCOUNT
24
TACTIC 4
SOCIAL MEDIA INFLUENCER
TARGETING BOTH KEY PUBLICS
I AM ALWAYS ASHLEY
INSTAGRAM - @_IMALWAYSASHLEY
8,592 FOLLOWERS
FACEBOOK - ASHLEY DANIELLE
2,593 FOLLOWERS
WWW.IAMALWAYSASHLEY.COM
25
CALENDAR
The campaign is based on a 13-month flight. It will run January
2019 to January 2020. The campaign starts with Facebook ads
through the month of January 2019. These ads will focus on the
big idea of turning sunken ships into treasure troves for the
New Year. On Facebook and Instagram, the company will post
five times a week throughout the year. Two days a week
throughout the year, Facebook posts will be boosted to help
with brand recognition and increase impressions.
26
COMMUNICATION CONFIRMATION
27
BUDGET
The overall budget for this campaign is $2,400. After implementing each of the tactics
outlined below, the total budget would come to $1,620 which would allot $780 for
contingencies.
Clear View has calculated a social media budget of $520. This number results from
spending $10 a week for 52 weeks to boost Facebook posts. This tactic will help Mermaids
by the Bay get more exposure on their most popular platform thus far. This will aid with
brand recognition. Statistically speaking, the more impressions a company can make on
their target audience, the more likely they are to remember the brand.
In primary research Clear View conducted, 84% of survey respondents said television is
their main source of traditional media. In response to this, Clear View advises purchasing a
one-time spot on Studio 10. This spot will air from 8:40 AM to 8:44 AM on Monday, March
25, 2019 with a focus on spring cleaning. This spot will cost the company $500.
One of the opportunities that Clear View observed is to incorporate promotional items into
the “personal touch” process that the company currently employs. The company currently
leaves a small gift at each client’s residence. Rather than leaving something random, Clear
View is suggesting that Mermaids by the Bay leave promotional pens. These pens would be
left at each residence with a door hanger. To start, Clear View suggests purchasing 400 of
these pens which would cost the company $145.
In order to increase the number of reviews that Mermaids by the Bay receives, Clear View is
suggesting a door hanger. This will be placed on the door handle of each client's house
following a cleaning. A promotional pen will be included, and the pocket on this hanger
will feature a referral card that encourages clients to leave a review. To start, Clear View
suggests purchasing 500 door hangers which would cost the company $60.
Lastly, Clear View suggests taking advantage of Facebook ads. The company’s strongest
following exists on Facebook. Boosting posts will help engage this following as possible for
the company. Clear View suggests running Facebook ads from January 1, 2019 until January
31, 2019. This will cost the company $350.
28
BUDGET
Facebook Ads
21.6%
Refrigerator Magnets
2.8%
Door Hangers
3.7%
Promotional Pens
9%
Studio 10
30.9%
29
EVALUATION
Measuring (mer)Maids by the Bay's success
30
APPENDICES
31
APPENDIX 1
Social Media Posts
APPENDIX 2
Facebook Ad
APPENDIX 3
Door Hanger
APPENDIX 4
Promotional Products