Advertising Plan · Advertising Plan Four Square Advertising Kay Anderson Heather Dickerson Spencer...

Advertising Plan

Four Square Advertising

Kay AndersonHeather DickersonSpencer HairElsa Jensen

Table of Contents

12-3

45-10

11-1213-14

Executive summary

Situation Analysis

Advertising objectives

creative strategy

Budget

Testing & Evaluation

Executive Summary

In an effort to increase awareness and usage of the Cable Factory at Rainbow Lake, an advertising campaign will be introduced, targeting high school and Brigham Young University – Idaho students. It will focus on bold and dynamic advertising, including a fresh, new, and exciting website layout and design with specific brand colors to increase awareness and identification with the Cable Factory. It will include new billboards to capture the attention of those driving by on the highway, it will include advertising through BYU-Idaho student car wraps, a Wakeboard Wally mascot to create more of a brand for the Cable Factory, flyers that will be passed out to off-campus BYU-Idaho students to advertise a new summer event, featuring Olympian Jessika Jenson, and rentable GoPro’s, to help visitors capture their memories at the Cable Factory.

p. 1

Situation ANalysis

The Cable Factory is a snowboarding and wakeboarding cable park, consisting of two cable pulley systems that pull participates across the lake either with or without challenging obstacles and jumps. The Cable Factory has a newly established brand, and although some strategies have been implemented, not much has been done to really push specific branding ideas and effective advertising. The Cable Factory has been in business for about a year, in which time they did not make a profit because they were paying for the initial cost of the equipment for the park. This year they are planning on making a profit mainly through business during the summer months of June, July, and August, and through more usage of paddleboards, which have been effective in the past. This year they are also adding a food truck to the park, as well as bringing in more sod and sand to create a more appealing beach feel to the park, as well as adding a volleyball net to attract more visitors.

Cable Factory visitors can enter the park for $5 a car and can rent wakeboards, paddleboards, etc. while there. During the summer, visitors can wakeboard by purchasing a two-hour session for $20, a day pass for $40, or a season pass for $400. The season passes have not sold well in the past, which may be due to the cost. The Cable Factory would like to focus more advertising on wakeboarding and summer events because there is less competition during the summer. The main competition during the summer is Rigby Lake, which charges the same amount per car ($5) as the Cable Factory, as well as Rexburg Rapids, another currently cheap option for college students and families.

Situation ANalysis

Advertising strategies that the Cable Factory has tried in the past have been flyers put on Idaho Falls high school students cars, which was not effective, deals sent through Dealio, which seem to be effective, advertising through Facebook, Instagram, and an Uprising party thrown last year that was very successful. In addition they have tried advertising through Chamber of Commerce brochures, radio ads, a kid-friendly wakeboarding camp, and advertising signs located on the cable towers, which didn’t work well because of constant wind damage.

The Cable Factory’s advertising budget last year was between $3,000-$5,000; however, adjustments may be made in the future based on effective advertising strategies presented.

p. 3

Advertising Objectives

The objective of this advertising campaign is to make Brigham Young University-Idaho and local high school students more aware of the Cable Factory and to increase usage of Rainbow Lake through this target market. The campaign will focus on advertising to increase usage of the park particularly during the summer months, through innovative strategies such as car wraps, a Cable Factory mascot, special events and more. It will make the target audience aware of the close locality, competitive prices, and overall fun and excitement of the Cable Factory and all that it has to offer. The Cable Factory will mainly focus on people between the ages of 14-25, but will also have special events and deals targeting families. Through this increased push of advertising during the spring and summer months, the goal of the Cable Factory, to increase wakeboard and paddleboard usage by 30%, will be able to be reached, as well as increased sales and usage of the park by all ages.

Creative Strategy

Creative Strategy targeted towards BYU-Idaho students:

The creative strategy includes redesigning the Cable Factory’s website, which will be changed to implement a cooler, bolder, and more fun look. It will involve a simple but striking layout, with more user-friendly pages. The color scheme of the Cable Factory will include the colors: blue, orange, black, white, and gray. The Cable Factory logo will also be sharpened up a bit to show a cleaner, better quality logo image. The layout of the website will be changed to focus on what would interest and excite the target audience (with the target age being 14-25).

p. 5

Marine BlueRGB: 52, 190, 215CMYK: 66, 1, 14, 0Hex: 34BED7

GravelRGB: 132, 129, 123CMYK: 50, 43, 47, 8HEX: 84817B

SnowRGB: 255, 255, 255CMYK: 0, 0, 0, 0HEX: FFFFFF

Black OutRGB: 0, 0, 0CMYK: 75, 68, 67, 90HEX: 000000

Orange CrushRGB: 244, 116, 33CMYK: 0, 68, 100, 0HEX: F47421

Primary Font: Bebas NeueSecondary Font: Roboto

Cable Factory Style GuideColor Schemes

Fonts

Creative Strategy

Website DesignsHome Page

Summer and Winter Pages

Creative strategy

p. 7

Because of the convenient location of billboards in proximity to the Cable Factory and because of research conducted, it would be in the best interest of the Cable Factory to utilize the billboards to advertise their business and to let the public know of the close location and fun activities to do there. Initially, a one-year contract may be purchased, and, if effective, advertising on the billboards should continue.

Exit now, then take a left208-356-3681rexburgcablefactory.com

#lifebytheline

Billboard Design

Billboards & Signs

The creative strategy also includes the Cable Factory hosting a special summer event in May, with lots of advertising leading up to the event. Advertising for this event will begin during the second half of winter semester through the beginning half of spring semester. The event will feature professional wakeboard/snowboarders, including Cable Factory-sponsored Olympian, Jessika Jenson. It will also involve the opportunity to meet and mingle with Olympian Jessika Jenson, personal wakeboarding, volleyball games, dancing, swimming, tanning, and food. It will also include rentable GoPro’s to encourage visitors to take pictures and videos that can then be uploaded to Facebook with the Cable Factory trademark, thus increasing the brand’s awareness.

Another part of the advertising strategy for this event is to have local/national Pest Control and Security System companies come to the event to advertise and recruit, as well as promoting the event to their own target audiences, many of whom are similar to the Cable Factory’s target audience. Both companies will benefit from this mutual relationship and both target audiences will be influenced and persuaded by the effective advertising strategy of the companies at this, and potentially future, events.

SUMMER BEACH PartyPresents

Saturday, June 14thAt Rexburg’s Cable Factory2245 South 2000 West

Free entrance includes:paddle boardsswimmingwakeboardingvolleyballand get the chance to meet olympian snowboarder jessika jenson

Featuring

#lifebytheline

Creative StrategyEvents

Party Flyer

As part of the creative strategy Cable Factory will also contact local BYU-Idaho students’ bishops, information that is public on the BYU-Idaho website, who will then be invited to come visit the Cable Factory as an FHE or other ward activity. The Cable Factory will also inform bishops of other activities that the Cable Factory offers including volleyball, swimming, paddle boarding, fire pits and more. Discounts may be offered depending on the number of bishops and students interested.

Additional advertising strategies include having students place unique Cable Factory car stickers on their cars and then to drive around and park on the BYU-Idaho campus, thus increasing visibility and awareness of the Cable Factory brand with fellow students. As an incentive to do so, the Cable Factory will pay for the students’ parking passes. In addition, advertising deals for the Cable Factory will be located on Starving Student Cards. Also, the Cable Factory will develop a recognizable mascot, Wakeboard Wally, whom will be dressed-up and then paid to walk around the BYU-Idaho campus to encourage curiosity and eventually be used as a take-a-picture-with-Wally-and-win-a-prize incentive.

p. 9

Creative strategy

Student Activities

Car Stickers

Print ads located in the Scroll (twice, in two weeks leading up to summer event)

A radio ad played during the time that kids get out of school advertising another, different family-friendly summer event

A giant blob that could be used to attract people driving by on the highway

“Where’s Wally” contest, encouraging BYU-Idaho students to look around campus for the mascot and recieving a gift card or discount to The Cable Factory.

Ads targeting those more interested in the RV park, including coupons that will be located in the local newspaper

Creative strategyOther ideas

Where’s Wally Contest

Budget

The budget of the advertising plan explained above will cost an estimated $? per year, based upon evaluation by Soapbox Agency. It will include the labor and design of a new website, large billboard space for one-year, car wraps, a special summer event featuring Olympian Jessika Jenson and other professional demonstrations, flyers that will be passed out to off-campus BYU-Idaho-housed students, the initial cost of a few GoPro’s, which will be available at the summer event and rented out to visitors, a student paid to dress up as Wakeboard Wally, and special discounts located on Starving Student Cards.

p. 11

ASSESMENT MEETING

OTHER HOURS

CONTRACT

CREATIVE MEETING

How many people attended the meeting?

Cost Estimate

Total Hours

How many hours long was the meeting?

Campaign Planning Prep Hours

Time to complete Media Package.

Time to write up contract.

Contract pitch meeting time.

Scanning and storing contract.

How many people should attend this meeting?

How long should this meeting take?

CONTINUE TO PAGE 2 FOR PRODUCTION COSTS

Travel, music, fonts, food etc.

PAGE 1

COST ESTIMATEW O R K S H E E T

CAMPAIGN PLANNINGHow many people attended the meeting?

How many hours long was the meeting?

Hours to complete Creative Brief

Hours to complete Cost Estimate

OTHER COSTS

Cable Factory

41.51.5.5

43

1.51

.510

41.5

10080

500

600400

497

70

8

14.5

1.5

6

$ 12,147 0

87

$ 13,452.00

Cost of Billboards (Lamar)(1 @ 840/month)

Material Cost of BillboardsCost of GoPros (3)

Cost of Car Wraps (20 @ $20 each)Cost of Starving Student Card (per year)Cost of Flyers (.25/pg, 4 /pg, 1000)

Money Earned from EventsRoyalties for Billboards

Budget

PRODUCTION

How many of ___________________________________ ?

Hours to produce 1 ?How many of shoot type ___________________________________

Number of people on shoot

Duration of shoot

Storyboarding

Location scouting

Production schedule planning

How many of ___________________________________ ?

Hours to produce 1 ?

How many of ___________________________________ ?


How many of ___________________________________ ?


How many of ___________________________________ ?


DESIGN

COPYWRITINGPUBLIC RELATIONS

How many of ___________________________________ ?


How many of ___________________________________ ?


How many of ___________________________________ ?

Hours to produce 1 ?How many of ___________________________________ ?


How many of ___________________________________ ?



How many of ___________________________________ ?


How many of ___________________________________ ?


Hours to produce 1 ? How many of ___________________________________ ?



How many of ___________________________________ ?


VIDEO

PAGE 2

PRE-PRODUCTION

Equipment factor

How many of shoot type ___________________________________


Duration of shoot

Equipment factor

How many of shoot type ___________________________________


Duration of shoot

Equipment factor

Picture Lock

Special Effect shot ________________________________

Hours to produce 1 ?Special Effect shot ________________________________

Color Grading

Final Edit

PRODUCTION

POST-PRODUCTION

COST ESTIMATEW O R K S H E E T

2 23 2

1 21 1.5

182

1.5

2.52

10162

2.52

7

0

32

18

57

Surveys

Graphs

Flyers

Billboard

WebSite

Car Wraps

Flyers

Car Wraps

Website

Billboards


As part of the initial research process, we visited the Cable Factory in order to better understand the client’s needs and potential opportunities for advertising. Based on the location of the Cable Factory, it would seem in the best interest of the Cable Factory to invest in billboard advertising at one of billboards located on the edge of the property. In addition, survey research was conducted to determine how interested and aware local BYU-Idaho students are in the Cable Factory and the fun activities it offers. Through the research conducted, it appears most BYU-Idaho students would be interested in future summer events held at the Cable Factory.

5050 Yes No

Percentage of People Who Have Heard of The Cable Factory

1

10.5

20

1-2 3-4 5-6 7-8 9-10

18

10

13

65

How likely are you to wakeboard at the Cable Factory?

Likelihood

Num

ber

ofPe

ople

Research and Survey Results

p. 13

Soapbox Agency, a local advertising agency run by BYU-Idaho students, is a potential agency option for the client to consider if interested in implementing the above stated advertising plan. Soapbox has worked with clients such as United Way, AvantGuard Hero Program, and Madison Memorial Hospital. It is a BYU-Idaho student-run agency that produces high quality advertising material that includes everything from the copywriting, video, and design, to public relations and more. Not only does Soapbox Agency produce quality work, but because it is run by BYU-Idaho students it is helping get the word out, while simultaneously hitting the intended target audience.


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