advertising campaign -...

Advertising Campaign

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View Prezi presentation Here

Company Analysis 3

Consumer Analysis 3

Competitive Analysis 4 Industry Analysis 5

Primary 6

Secondary 7

Designated Marketing Areas- Primary 8 Designated Marketing Areas- Secondary 9

Advertising Objectives/Strategy 10

SWOT Analysis 11

IMC Plan/ Social Media 12-13

Mock Facebook Page 14

Media Objectives/Strategy 15

Media Classes 16

Paid Media | Print/online 17

Paid Media | Outdoor 18

Billboard Map 19

Logo 20

Billboards 21-22

Travelwisconsin.com/Golf Cart 23

Coupon 24

Half Page Ad 25

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Research Summary 2-5

Target Market Profile 6-9

Advertising Plan 10-11

Integrated Marketing Communications 12-13

10-12

Media 15-19

10-12

Creative 20-25

10-12

Budget 26

10-12

http://prezi.com/0hpxwlo8ygx9/copy-of-apple-barn-winery/

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Apple Barn Orchard and Winery features an open farm, orchard and pumpkin

patch where you can pick your own strawberries, apples, and pumpkins when

they are in season. They grow and sell 12 popular varieties of apples such as

Honey Crisp and Cortland. The Apple Barn also makes all of their own apple

cider and fresh cider doughnuts.

The farm is located on land that has been in the Jacobson family since 1848. The

operation is owned by Steve and Judy Jacobson. The orchard consists of

approximately 40 acres being planted since 1976.

The winery is a new addition that specializes in a variety of fruit wines. All of the

wines are made in small batches to ensure richness and quality. The winery

offers delicious fruit wines such as apple, blackberry, and mulberry. Colorful

variations include pear, cranberry, blueberry and rhubarb. Red varieties, so

perfect for the holidays and gift giving include cherry and strawberry. Each

flavor is created with the savory taste of homegrown fruits. The winery also offers

wine tasting at scheduled times.

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Company Analysis

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There are four primary consumers the Apple Barn Orchard and Winery attracts.

Each market is different and our advertising plan will be customized so each

media element captures the attention of the two primary consumers (local

families and tourists) that we are targeting for the campaign. The four primary

consumers and a short description are listed below:

1. Local Families

o This consumer market consists of local families who live around the

Apple Barn area or in Walworth County. Family sizes can range

from three persons (including 1 child) to six persons (two parents

and four children).

2. Local Farmers

o This consumer market consists of local farmers who require the

resources that Apple Barn possesses. These farmers own farms

ranging from one acre to 200 acres.

3. Local Schools

o This consumer market consists of five local, elementary schools.

Apple Barn offers school tours during the day to young children and

their teachers.

4. Tourists

o This consumer market consists of people outside the Elkhorn area.

These individuals live outside the Walworth County area and a small

percentage is from just below the IL/WI border.

Consumer Analysis


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There are three primary competitors Apple Barn Orchard has in the Walworth

County area and Waukesha County area. These two competitors offer fruit

picking in their orchards along with different types of crop visitors are allowed to

pick. The two competitors are listed below:

Bower's Produce

o Fruit available for picking: apples, strawberries and pumpkins.

Seasonal beginning in April. Stand open 9 to 6 pm seven days a

week July to Nov 1.Apples, cider, caramel apples, asparagus,

honey, maple syrup, bi-color sweet corn, 19 kinds of peppers, 15 of

squash, complete line of vegetables. Also, gourds, bird houses, etc.

Valley View Berry Farm

o Fruit available for picking: strawberries and raspberries.

Stand open 7:30 am to 5 p.m. Monday through Saturday

Elegant Farmer

o Fruit available for picking: apples, pumpkins, and squash.

Crops are usually available in September and October. During the

fall, you can Pick Your Own fresh produce right from our fields and

enjoy tons of special events and celebrations. Make your own

caramel apples in September and October. Each new season, all

year long, there are bushels of fun, farm-related activities at The

Elegant Farmer.

Competitive Analysis


http://www.pickyourown.org/PYO.php?URL=http%3A%2F%2Fwww.valleyviewberryfarm.com

http://www.pickyourown.org/PYO.php?URL=http%3A%2F%2Fwww.elegantfarmer.com/

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Agritourism is a growing segment of the Wisconsin tourism industry. Each year,

tourism contributes $12 billion dollars to the Wisconsin economy. As agricultural

production costs rise, agritourism is a way for the state’s farmers to add value to

their products and increase on-farm revenues. At the same time, it supports the

local rural economy and increases the economic viability of the farming

operation. Farmers engaged in agritourism face a unique opportunity. These

enterprises are selling more than the agricultural products produced on their

land.

For every agritourism success story, there is a counter-story of a farmer/rancher

who got out of the agritourism because it wasn’t profitable. Most surveys of

farmers/ranchers find that the business is full of challenges and hardships…and

that’s just the folks who are still in the business.

One study in California identified “dealing with visitors” as the biggest challenge

agritourism businesses faced (Holland and Wolfe). A study of Pennsylvanian

businesses listed property tax problems, high insurance and liability costs, and

the limits of seasonality and weather as the most significant of the many

problems operators faced (Ryan et al 2006). Similarly, a New Jersey study found

that marketing the business was the biggest problem, with liability concerns and

dealing with customers a close second and third (Schilling et al 2006).

In sum, agritourism has great potential for farmers and ranchers seeking to

generate additional revenue, capitalize on underused assets, and educate the

public. However, it is not a “magic bullet” and not all agritourism ventures have

succeeded.

Industry Analysis


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Age: Men & Women: 25-54

Education: attended College

Marital Status: Married, Engaged, Widowed/Divorced/Separated, or never married

Family Status: Children – Families

Geography: Communities with a radius of 50 miles from Apple Barn Orchard & Winery

Occupation: Professional & Related Occupation

Annual Household Income:

$20,000 - $70,000

5+ years at present address

Homeowners with home value of $50,000 and above

Magazines: AARP The Magazine, Better Homes & Gardens, Country Sampler, Good

Housekeeping, Ladies’ Home Journal, Outdoor Recreation

TV Show Type: Comedy, Daytime Talk, Early Evening Network News, Entertainment

Specials

Websites: wsj.com, NBC Sports, Travelocity.com

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Primary

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Age: Men & Women: 21+

Education: Post graduate and graduated college plus

Marital Status: Open marital status

Family Status: Open

Geography: Larger cities in Wisconsin including: Madison and Milwaukee

Annual Household Income

$50,000-75,000+

Magazines: Chicago Tribune, Consumer Reports, Food & Wine, The Economist, Money,

New York Times, People, Time

Websites: iTunes.com, WebMD, CNN, Yellowpages, Yahoo!News, Amazon, Ebay,

Facebook, YouTube, ESPN, Mapquest, Maps.Google, Weather.com


Secondary

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Walworth County

Elkhorn

Lake Geneva

Whitewater Delavan

Elkhorn


Designated Marketing Areas | Primary

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Madison

Milwaukee

Elkhorn

Milwaukee

Madison

Designated Marketing Areas | Secondary


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Increase awareness overall

Reach to nearby citizens who haven’t heard about Apple Barn Orchard and

Winery

Promote Apple Barn Orchard and Winery’s fruit wine, their family friendly

atmosphere and to “eat fresh, buy local”

Target Audience

o Demographics:

Primary: all ages and all incomes ranging from low-end income to

upper middle class families, no education needed, open marital

status

Secondary: men and women ages 21+, middle to upper end

incomes, some college education or greater, open marital status

o Psychographics: the target audience lives in tight-knit communities and

are outgoing and social. These people take the time to make sure they

are getting quality for their money. They would rather spend their time

outdoors, rather than indoors. Finally, this target market values local

patronage.

o Geographics: The target audience includes Elkhorn and many other

surrounding cities such as: Whitewater, Lake Geneva, Janesville, Madison

and Milwaukee. However, advertising will be focused on the main radius

of Elkhorn.

o Media use patterns: Media will be widely used from billboards and news

stations, to travel guides and trade home shows. Using these different

mediums will allow Apple Barn Orchard and Winery to bring in audiences

of all different lifestyles.

o Purchase and use patterns: Focusing on bringing quality fruits and wines to

serve the local market. Will be available for purchase not only at the

Apple Barn Orchard through mid-December, but also at Woodman’s

Foods, The Sweet Spot and La Grange General Store.

Advertising Strategy Statement

o Apple Barn Orchard and Winery will provide locals with the best apples,

pumpkins, and fruit wines while enjoying a family, friendly atmosphere.

Other Benefits

o Apple Barn Orchard and Winery will allow you to take time out of your

busy lifestyle, provide you with a complete, enjoyable experience, and

send you home with premium products.

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Advertising Objectives

Advertising Strategy

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Strengths Weaknesses

• Fresh fruits and vegetables

• Fruit wines

• Local market

• 3 “fest” weekends

• Free sampling

• Limited signage

• Limited to 3 “fests”

• Can’t do farmers markets

• No online orders

• Weather

• Porter potties

Opportunities Threats

Press release

Coupon for local community

Social Media

Outdoor advertising

QR Code

“Campus Special” Phone App

Local competitors

Wine is not mass produced

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SWOT Analysis

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Goals:

Increase awareness overall

Reach to nearby citizens who haven’t heard about Apple Barn Orchard and

Winery

Promote Apple Barn Orchard and Winery’s fruit wine, their family friendly atmosphere and to “eat fresh, buy local”

Market:

Demographics:

Primary: all ages and all incomes ranging from low-end income to

upper middle class families, no education needed, open marital

status

Secondary: men and women ages 21+, middle to upper end

incomes, some college education or greater, open marital status

Psychographics: the target audience lives in tight-knit communities and are

outgoing and social. These people take the time to make sure they are getting

quality for their money. They would rather spend their time outdoors, rather than

indoors. Finally, this target market values local patronage.

Geographics: The target audience includes Elkhorn and many other surrounding

cities such as: Whitewater, Lake Geneva, Janesville, Madison and Milwaukee. However, advertising will be focused on the main radius of Elkhorn.

Advertising Tools

Billboards will be used to target both our primary and secondary markets

throughout August, September and October rotating between the two billboard

images.

Newspaper, and a travel guide will be another form of advertising used to

remind and attract attention of Apple Barn to our target markets. Travelwisconsin.com will feature a company description with Apple Barn’s logo

Promotional Tools

Social media will be used in help to promote Apple Barn.

We introduce a $3 off a bag of apples printed deal put into coupon books,

including online coupons to help show that Apple Barn is the best and provides the most quality to their consumers.

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IMC Plan

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Public Relation Tools

A media kit will be mailed out to newspapers, news stations and news websites.

Bloggers will also be contacted for publicity during the three “fest” weekends.

News stations will be given a press release and a bag of free apples in hopes of

persuading them to visit Apple Barn Orchard & Winery. We also recommend the

farm hosts a fundraiser or event to bring the news station to, which also gives

them a reason to visit the farm.

Facebook and Twitter are social media outlets that allows you to interact with

customers. Utilizing Facebook will create a place for customers to give you

feedback directly, and subsequently that allows you to provide a response to

such feedback whether it is negative or positive. In the instance that negative

feedback is expressed, a response will be necessary letting the customer know

that Apple Barn apologizes for any inconvenience and that you will provide a

solution. This allows anyone visiting your Facebook page to see the immediate

customer feedback response, which in turn provides satisfactory customer

service. With Facebook and Twitter, you will be able to create the impression to

customers that you have an intimate relationship with each customer. This will

create customer loyalty.

Social Media and Facebook Page


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Mock Facebook Page

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Increase awareness of Apple Fest, Pumpkin Fest and Wine Fest to the primary

audience

Reach 60% of the primary audience through two media outlets during August

through mid November and mid June to mid July.

Increase awareness of wines to the secondary target audience

Increase the reach to the secondary target audience emphasized during

November and December hours

Outdoor and nontraditional will be the primary media used. Utilizing nontraditional

media including: social media, promotional, travel guides and brochures.

Nontraditional media and advertising will allow more creative opportunities, as well as

more chances to reach the consumer because it is less expensive than traditional

media such as television and radio. Outdoor advertising will allow you to reach local

people and families who do not know about Apple Barn; it will also reach past

consumers and inform them of upcoming events.

Strong advertising will be used in niche publications including

travelwisconsin.com, billboards, and magazine ads

Billboards will be heavily concentrated during August, September, and October

and taper into November

o The November Billboards will be focused towards the secondary target

audience while August, September, and October will be many directed

towards the primary target audience

Social media will be used throughout the year to increase awareness to primary

and secondary target audiences and social media will be used to incentives

including coupons in coupon books

o Coupons will be concentrated around Apple Fest, Pumpkin Fest, Wine Fest

and strawberry season

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Media Objectives

Media Strategy

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Outdoor

Reaches primary and secondary target audiences

Communicates strong visual imagery

Reaches locals who have never heard about Apple Barn

Informs past consumers of upcoming dates and reminds them to visit

Nontraditional

Email lists with promotional material

Coupon book

Media packets including press releases to news stations, websites, and bloggers

QR code and mobile app

Print

Reaches the local target audiences

Pass along readership

Strong visuals

Media Classes

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Print

Travel guide- increase ad from 1/8th page to 1/4th page in Farm Fresh Atlas

o Distributed August through December

o $75

Newspaper- Elkhorn Independent

o September and October

o Ads will focus on the Pumpkin, Wine and Apple Fests

o $1,875

Coupon- Campus Specials coupon book

o Distributed by interns throughout UW-Whitewater Campus for the first three

weeks of fall semester. They will be located around campus throughout

the year at numerous buildings including: UC, bookstore, Williams Center,

dorms, etc.

o Online listing of the coupon at www.campusspecial.com

o Smart phone application- Free app where the coupon book can be

accessed from and also features directions through the app

o 12,000 copies printed a semester

o $300

Online

Travelwisconsin.com- 144x144 pixel image of Apple Barn logo, 300 characters for

a description and a link to www.applebarnorchardandwinery.com

Last week in July to the first week in November

e-mail blast

o each e-mail will be sent to a list of subscribers who have opted-in to

receive the selected e-mail topic

$1,800

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Paid Media | Print/online

http://www.campusspecial.com/

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Outdoor

Billboards- $13,500. Printing- $2,100

30 sheet poster at HWT 12-67

o Daily effective circulation: 6,854

o Facing North on the left

o Elkhorn, WI

o http://www.billboardmart.com/Billboard_at_HWY_12_67_EL_and_HWY_ES_

Elkhorn,WI__x212zj4n8f873d12d7.aspx

8’ X 18’ 19’' at HWY 12


o Facing south on the right

o Pell Lake, WI

o http://www.oohcenter.com/Billboard_at_HWY_12_EL_and_PELL_LAKE_DRI

VE_Pell_Lake,WI__x2zgd9hbff68b1e528.aspx

10’ 6” X 22’ 9” HWY 11 off of HWY F


o Facing West and hits people driving North on the right hand side

o Elkhorn, WI

o http://www.oohcenter.com/Billboard_at_HWY_11_SL_and_HWY_F_Elkhorn,

WI__x219qztrsf12b8b58b.aspx

6.5” X 7.5” Kettle Moraine Golf Club, Dousman WI

o Golf Cart Fender

o Daily effective circulation: 24

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http://www.billboardmart.com/Billboard_at_HWY_12_67_EL_and_HWY_ES_Elkhorn,WI__x212zj4n8f873d12d7.aspx

http://www.billboardmart.com/Billboard_at_HWY_12_67_EL_and_HWY_ES_Elkhorn,WI__x212zj4n8f873d12d7.aspx

http://www.oohcenter.com/Billboard_at_HWY_12_EL_and_PELL_LAKE_DRIVE_Pell_Lake,WI__x2zgd9hbff68b1e528.aspx

http://www.oohcenter.com/Billboard_at_HWY_12_EL_and_PELL_LAKE_DRIVE_Pell_Lake,WI__x2zgd9hbff68b1e528.aspx

http://www.oohcenter.com/Billboard_at_HWY_11_SL_and_HWY_F_Elkhorn,WI__x219qztrsf12b8b58b.aspx

http://www.oohcenter.com/Billboard_at_HWY_11_SL_and_HWY_F_Elkhorn,WI__x219qztrsf12b8b58b.aspx

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Billboard map

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CCCrrreeeaaatttiiivvveee New Logo

We created a new logo that is family friendly and will stick in the consumer’s mind. It

is more than just a logo, it creates a brand image the consumer will identify with. We

kept it vintage with the old barn wood apple and fun, authentic font. We would like

for your customers to easily identify your logo and have something you can brand all

of your products with.

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Billboards

This ad promotes Apple Fest, Pumpkin Fest, and Wine Fest to both the primary and

secondary target audiences. We created this ad to focus the three festive weekends

around the new logo we created. The new logo creates brand awareness while showing

three subtle pictures of the festivals outlined in eye catching colors. The Apple Barn name,

website, location and dates of festivals are the key wording for this billboard.

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For this billboard we wanted to focus on family fun targeted towards the primary

target audience. There is a picture of a child reaching for an apple which targets

family bonding. We are creating an image in consumer’s minds that shows how much

fun it can be for families to bring the kids of all ages to the Apple Barn and have a

great time. We also added the location and website again to give people the

information they need to find out more about the Apple Barn.


Billboards

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Travelwisconsin.com/Golf Cart

This ad will be in travelwisconsin.com email blast. Free amenities Apple Barn offers are

emphasized. QR codes are a new way to advertise and market a brand or company. We

are incorporating two of them in this ad. One takes you directly to your website, and the

other takes you to the coupon offer on CampusSpecial.com. For the travelwisconsin.com

company description located in the Wisconsin business directory, the copy in this ad will be

the copy for the website company description. A 144x144 pizel image(Apple Barn logo)

will accompany the business title and description.

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Coupon

This coupon is for the Campus Special Coupon Book. Twelve thousand copies are printed,

distributed and personally handed out to UW- Whitewater students and also stored in the

campus bookstore and other facilities throughout campus. Not only is this coupon in the

booklet but it is uploaded to two other coupon websites; Campus Specials online,

Coupon Cabin and Coupon Map. This offer also includes the use of a QR code that

directs customers to your coupon and the Campus Special mobile app.

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Half Page Ad

Half Page newspaper ad in the Elkhorn Newspaper. We

are emphasizing the Free amenities and incorporate the

QR codes to give your customers easy access to your

website and coupon.

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Budget

Printing

Billboard

Coupon

1/4 Page Ad

Elkhorn Newspaper

Travelwisconsin.com

Amount Cost

Printing 3 $ 2,100.00 Billboard 3 $ 13,500.00 Coupon 1 $ 300.00 1/4 Page Ad 1 $ 75.00 Elkhorn Newspaper 3 $ 1,875.00 TravelWisconsin.com 2 $ 1,800.00

Total $ 19,650.00

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advertising campaign -...

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