go fetch part i

828 WEST 6TH STREET, AUSTIN, TEXAS 78703 | 210-365-5013 | TKM.COM

GO FETCHA TOMLINSONS MEDIA HANDBOOKPart 1 Research & Insights

table ofcontents

OUR STORYMeet the Team 2

INSIGHTSBrand Profile 5

Geographic Analysis 6Target Market 7

Competitive Profile 8

MAIN IDEASEcecutive Summary 3Campaign Scope 4

ANALYSISMedia Menu 9Situation Synopsis 10

Lets Start With a Blue Print

Toolkit Media is a full service advertising agency specializing in brand management, event planning and communications essential to building and maintaining your brand.

There is no such thing as an unbreakable convention or a status too far from the quo. We will go back to the drawing board when you need to, repair the foundation or sand down the floor boards. We drill deep into your brand, delve into the numbers, re-think in-store experiences or rebrand an identity.

Whether its adding a spare room or building a skyscraper, we are here to help.

We are the architects, you are the builder.Together, we create a blueprint for your company.

Regan HouseClient Services

Never missed a deadlineSpirit Animal: Otter

Hayley RodriguezCompany Analyst

Has a 30 year old pet tortiose Spirit Animal: Golden Retriever

Paige CarterResearch AnalystNever not smilingSpirit Animal: Bunny

Anna McCalebArt Director

Bad texter, good artistSpirit Animal: Raccoon

Dillon LarbergAccount Manager

Ultimate frisbee-er, numbers guySpirit Animal: Snow Leopard

Gentry RailsbackCopywriter

Made Razor Scooters cool againSpirit Animal: Deer

who we are

Meet the Toolkit Team

Toolkit Media can help you build a brand that stands strong and stands out.

Tomlinsons is a family, and Toolkit Media under-stands that Tomlinsons not only offers the highest quality of nutrition to its four-legged family mem-bers, but also fosters a tight-knit community of pet owners and their furry friends. The buzzing, vibrant Ninth Street Shopping District in Durham would be greatly complimented by the tail-wagging community that Tomlinsons will intro-duce. In addition to culturally rich coffee shops, and organic produce stores, Durham also features rolling foothills and scenic trails, perfect for the pampering pet owner. Neighboring Durham is the quaint town of Chap-el Hill. With generally larger pocketbooks and a greater desire for tight-knit community, Chapel Hill residents make the 20-minute drive to Durham to partake in the buzzing cultural scene that the Ninth Street Shopping District has to offer, making the area a hub of consumers looking to find a way to involve themselves. Tomlinsons wants to involve these consumers in their family, offering the best, all natural foods and friendships to anyone who walks through the doors. The population of this campaigns focus among these consumers are the empty nesters, a group of hov-ering parents with children moved out of the house,

seeking to pour their caring efforts into the lives of their pets. These older parents fall within the age range of 51-69. While you can find them in the health-conscious aisles of the grocery store, or meeting up with other couples their age to gossip about their kids latest internship interviews, these empty-nesters are also looking for a community to belong to. They are in need of a place that caters to what they care about, and what they have grown to care about dearly are their pets. Empty Nesters believe that their pets should eat and do what is best for them, just as they believe that their children should eat and do what is best for them. Thats why they would never settle on shop-ping with Barnes and Supply Co. with their lack of family-like relationships and limited selections of all natural pet foods. Toolkit Media plans to utilize a variety of advertis-ing media and placements to strategically position promotions to reach this important demographic of Empty Nester parents. The Durham community will foster Tomlinsons just as the Tomlinsons family will foster Durham, and Toolkit Media will open the doors for those seeking the best for themselves and their fuzzy best friends.

executivesummary

campaignscope

Tomlinsons Naturally Smarter Pet Supplies was founded originally by Mr. T.R. Tomlinson in 1946, with their first store located on 491/2 Street in Austin, TX. The pet store has expanded to numerous store locations in the greater Austin area and now is looking to bring their passion for healthy pets and owners to Durham, NC. Durhams small town feel will offer an environment for Tomlinsons fami-ly-owned and operated company to thrive. This col-lege town is also home to a substantial older sector of the population. Tomlinsons was originally found-ed on family, tradition and close community values, all of which are important to this older population in Durham. The launching of this all-natural, pet-lov-ing, health-conscious brand in Durham will benefit not only their profits but also the community at large, offering a safe environment for people to care for their pets in the same way theyd care for a child.

Tomlinsons new location in the Ninth Street Shop-ping District will allow them to reach a number of health-conscious consumers that are likely to be visiting the numerous relative stores along the strip. Our consumers should feel as if theyve known our brand their whole lives because we are confident that Tomlinsons has spent a lifetime knowing their consumers. That confidence is key in developing this new store.

Our goal with this campaign is to effectively transfer Tomlinsons core values to the cities of Durham and Chapel Hill and to involve the older, family commu-nity in the launch of this brand. Our target consum-ers will immediately recognize Tomlinsons dedi-cation to family and tradition, for they hold these close in their own home lives. We want our target consumers to be a part of this process every step of the way, for what would a family be without the sup-port of its family members? We know Tomlinsons is serious about advocating the best life possible for furry friends and we want the citizens of Durham to believe that and advocate for that with us.

Our goal with this campaign is to effectively transfer Tomlinsons core values

to the cities of Durham and Chapel Hill

brandprofile

Pet supply providers have transformed over the years to not just feeding pets as animals, but to feeding pets as members of the family. As consumers have begun to truly treat their pets like best friends, pet supply stores have catered to those furry friends needs with pampering, fashionable accessories, and high quality meals. Consumers and their pampered pets now rally around these local pet supply stores that foster tight-knit communities of members both two-legged and four-legged alike.

This transformation has shown starkly in the case of Tomlinsons Feed and Pet Supply, originally estab-lished in 1946 as a chick hatchery. Today, after being passed down the family tree for nearly 50 years, Tomlinsons provides the healthiest, all-natural food for pets, specializing in grain-free and raw pet foods for the most wholesome nutrition your pet can get.

Being family and community oriented, Tomlinsons is closely connected with local pet charities and frequently host adoption events in their stores. Tomlinsons even offers an opportunity to join in on their inviting family through their Pet Club, where you and your pet can take part in product discounts, monthly specials, and seasonal events.

Tomlinsons seeks to treat all customers like family; therefore consumer brand loyalty is extremely high. This causes Tomlinsons to rely heavily on word-of-mouth marketing, lessening brand presence in other marketing channels, such as social media and broad-cast platforms.

Sources: Tomlinsons.com, Yelp, Facebook, Instagram

Tomlinsons Feed & Pet Co.

Tomlinsons seeks to treat all customers like family

geographicanalysis

Durham, North CarolinaLocated halfway between the Great Smoky Moun-tains and the beaches of the Atlantic, Durham is home to 229,963 residents. Boasting vibrant history and culture with renowned universities and medical facilities, its easy to see why so many residents and businesses are proud to call Durham home.

PopulationDurham has a population of 229,963 with a racial breakdown of 45.49% Caucasian residents and 40.16% African American residents. Durham is one of three cities that make up North Carolinas Re-search Triangle, home to three of the states most progressive universities, Duke University in Durham, University of North Carolina Chapel Hill and North Carolina State University in Raleigh. 22.3% of Durham residents are Baby Boomers who enjoy the educational opportunities, the array of tasty restau-rants, the unique, diverse culture and the multitude of pet-friendly outdoor activities Durham has to offer.

Art, Culture and the Great OutdoorsNot only are Empty Nesters looking for companion-ship in their furry friends, theyre also looking for new and fun things to do with their significant other. Art enthusiasts enjoy The Durham Performing Arts Center that offers over 180 drama productions and orchestra concerts annually as well as the The Nasher Museum of Art at Duke University. Their furry friends can join them in exploring over 4,000 acres of the Eno River State Park, the downtown dog parks and plenty of hiking/biking trails that provide great places to enjoy the outdoors as a family.

Ninth Street Shopping DistrictTomlinsons will be located in the Ninth Street Shop-ping District, one of the most eclectic neighborhoods in Durham. The Ninth Street Shopping District includes Erwin Square, Broad Street, and Ninth Street North, all home to organic produce stores, natural fiber clothing outlets, and hip coffee shops. Tomlinsons intimate feel caters to people looking for healthy, organic options for their pets.

Spotlight: Chapel HillOnly 11.3 miles from Durham, Chapel Hill has an overall population of 59,653 people. The population is made up of 72.8% Caucasian residents and 9.7% African American residents.

Why Chapel Hill?Chapel Hill is similar to Durham in that 21.94% of its population are Baby Boomers who enjoy the col-lege town lifestyle. Extending Tomlinsons marketing efforts to Chapel Hill will result in target consum-ers that are generally older and more affluent than their Durham counterparts. Chapel Hills primary zip codes 27514 and 27517 have a median income of $62,000 and $71,800 respectively. These incomes are significantly higher than Durhams 27701 zip code, home to Tomlinsons new store, with a medi-an income of $24,600. Chapel Hill Empty Nesters are key to Tomlinsons success in Durham. They are likely to go the extra mile to care for their furry loved ones and will delight in the Ninth Street Shopping District.

Sources: townofchapelhill.org , ncparks.gov , claritas.com , city-data.com , clrsearch.com, areavibes.com, visitnc.com , durham-nc.com , visitchapelhill.org , simplymap.com

targetmarket Empty Nester(n.) informal

a parent whose children have grown up and left home.

Sources: Mintel Report: Demographic Profile of Baby Boomers, Mintel Report: Time and Activities with Pet, Durhamnc.gov, Forbes, Money.usnews.com, US Census Bureau

Who Are the Empty Nesters?Tomlinsons Durham, NC target consumer is the married couple age 51-59, occupying an empty nest. As these couples have children that are old enough to no longer be living at home or are without children still finding themselves in an empty nest, we estimate that the majority of this target consumer population liv-ing in Durham is apart of the Baby Boomer generation, born between 1946-64. There are a number of quali-ties associated with this generation that allow Toolkit Media to believe that this target consumer will provide Tomlinsons with the greatest amount of success in their stores first months of operation in Durham.

Why Empty Nesters?When a couples last child has left home, its common for empty nester parents to search fervently for a com-munity of friends, to look for fun things to do outside the home and often to purchase pets.

Not only are they purchasing pets, theyre adopting a new member into the family. These adjusting couples want the best for their children, for their pets and for themselves. Tomlinsons not only offers the most all-natural, organic pet products but also provides a tight-knit pet-loving community that any Empty Nester would love to be apart of.

Baby Boomers are highly involved, both in their kids lives and their own, and now their pets. They werent dubbed the heli-copter parents generation for no reason.

Baby Boomers know how to spend money. Their average annual disposable income is $24,000 and they love spending it on the people (and the pets) that matter most to them.

Baby Boomers seek a healthy balanced home/work life. As these consumers age, they become more health conscious, and they want the same for their furry family members.

After retirement, Baby Boomers frequently move to college towns. Durham, Chapel Hill and Raleigh are considered some of Boom-ers top 15 dream towns. Durham remains a vibrant and enticing town for the empty nester community...and their pets.

What should we expect from these Empty Nesters?22.3% of Durhams population is made up of this Boomer generation. Family households (married couples) that have no kids or kids over the age of 18 make up 23% of Durhams population. Over 65% of Baby Boom-ers in the U.S. are married. We can assume that a significant portion of Baby Boomers in Durham are mar-ried, with no kids or kids old enough to not be living at home, where we find our empty nesters.

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competitiveprofile

Barnes Supply and Co. Located immediately down the street is Tomlinsons biggest competition, Barnes Supply and Co. This business has similar product offerings and events, and is also a privately owned business with a friendly atmosphere and an established Durham clientele. Barnes Supply and Co. not only offers dog supplies, but also has products for birds and chickens as well as lawn and garden care. Barnes Supply and Co. prides itself on being Durhams go-to business for holistic pet food and pet care needs. Its prices are competitive and they offer discounts regularly. Ad-ditionally, Barnes Supply and Co. opens a few hours before Tomlinsons and closes at the same time.

Tomlinsons EdgeBarnes Supply and Co. is focused on maintaining the rustic, quaint feel of an old agricultural store. While their products resemble that of Tomlinsons, they lack the dedication to the consumers and their four-legged friends.

Tomlinsons Advantage Tomlinsons offers a greater variety of pet food and supplies at competitive prices. Tomlinsons business personality highlights community with an emphasis on customer service to set itself apart from its compet-itors. Repeat customers and business is their goal. At Tomlinsons, team members aim to give each customer the same care and advice that they would give to their own friends and family. A visit to Tomlinsons is more than shopping. Tomlinsons treasure[s] the relation-ship weve built with our customers, many of whom have shopped with us for decades.

Other End of the Leash Although it does not pose quite the threat that Barnes Supply and Co. does, Other End of the Leash is another direct competitor of Tomlinsons. It is downtown Durhams only pet boutique & bakery and is independently owned by longtime Durham residents. With a focus on high quality nutrition, all of their products are fit for human consumption and are free of by-products, fillers, artificial flavors and colors and chemical preservatives.

Consider...Phydeaux, located in Raleigh and Chapel Hill, is Tomlinsons indirect competition. Local Durham residents would have to drive 20 + minutes to visit either location. This business has a different feel than Tomlinsons, being more of a warehouse with more than 30,000 products. Phydeaux, however, has won Indys Best of the Triangle award 8 years in a row.

As Well As...Woof Gang Bakery, a nationwide retailer offering gourmet dog treats, healthy pet foods, and pet grooming, is located in Raleigh as well as Austin, Texas.

Sources: Barnes and Supply Co., Tomlinsons, Other End of the Leash, Woof Gang Bakery, Phydeaux

SEARCH ENGINE (targeted in Durham)Search Terms CPC $

Pet Health 1.44

Dog Supplies 1.75

Pet Stores in Durham NC 2.72

Pet Stores 0.6

SOCIAL MEDIAMethod Budgeted Cost

Facebook Ads (Sponsored/Targeted) Promos/Events on page Games and Apps via Facebook $2,000

Twitter Promotions - RT to win - follow and tag 5 people - RT people's interactions/tweets $1,500

Instagram Promotions - tag us - tag people to win - evets, special offers, etc. $1,000

LinkedIn Find someone that uses LinkedIn $1,250

APP MARKETINGPlatform Budgeted Cost

Words with Friends $1,000

Scramble with Friends $725

Candy Crush $500

Angry Birds $350

RADIO 4Q14 = 4th Quarter, 2014Daypart 4Q14 CPP

AM 242

Day 146

PM 182

Evening 67

TVDaypart 4Q14 CPP

AM 144

Day 351

PM 182

Evening 98

LOCAL DIGITAL MEDIATechnique Budgeted Cost

MeetUp Host events for baby boomers/empty nesters 1,000

Durham Bulls Baseball Club Promotions run through their social media outlets 1,000

Duke University Promotions run through their social media outlets 1,000

mediamenu


Pet Health 1.44

Dog Supplies 1.75


Pet Stores 0.6









Candy Crush $500

Angry Birds $350


AM 242

Day 146

PM 182

Evening 67

TVDaypart 4Q14 CPP

AM 144

Day 351

PM 182

Evening 98






Pet Health 1.44

Dog Supplies 1.75


Pet Stores 0.6









Candy Crush $500

Angry Birds $350


AM 242

Day 146

PM 182

Evening 67

TVDaypart 4Q14 CPP

AM 144

Day 351

PM 182

Evening 98






Pet Health 1.44

Dog Supplies 1.75


Pet Stores 0.6









Candy Crush $500

Angry Birds $350


AM 242

Day 146

PM 182

Evening 67

TVDaypart 4Q14 CPP

AM 144

Day 351

PM 182

Evening 98






Pet Health 1.44

Dog Supplies 1.75


Pet Stores 0.6









Candy Crush $500

Angry Birds $350


AM 242

Day 146

PM 182

Evening 67

TVDaypart 4Q14 CPP

AM 144

Day 351

PM 182

Evening 98






Pet Health 1.44

Dog Supplies 1.75


Pet Stores 0.6









Candy Crush $500

Angry Birds $350


AM 242

Day 146

PM 182

Evening 67

TVDaypart 4Q14 CPP

AM 144

Day 351

PM 182

Evening 98






Pet Health 1.44

Dog Supplies 1.75


Pet Stores 0.6









Candy Crush $500

Angry Birds $350


AM 242

Day 146

PM 182

Evening 67

TVDaypart 4Q14 CPP

AM 144

Day 351

PM 182

Evening 98






Pet Health 1.44

Dog Supplies 1.75


Pet Stores 0.6









Candy Crush $500

Angry Birds $350


AM 242

Day 146

PM 182

Evening 67

TVDaypart 4Q14 CPP

AM 144

Day 351

PM 182

Evening 98





PRINTNewspaper Circulation Frequency Rate

The News and Observer Mon-Sat: 108,631 Daily

Mon-Sat: $36,648 (flat rate - BW)

Sun: 155,795Sun: $40,613 (flat rate - BW)

The Durham News Wed: 66,639Bi-Weekly (Wed and Sun)

$32.17 col" BW (both days)

Sun: 69,285

The Herald-Sun Mon-Sat: 19,249 DailyMon-Sat: $36.16 col" BW

Sun: 19,965Sun: $39.78 col" BW

News of Orange County Wed: 7,021 Weekly (Wed) $9.45 col" BW

Magazine Circulation Issues Rate

Carolina Woman 39,918 12$2,239 Full Page BW 1 Issue

$408 1/8 Page BW 1 Issue

Urban Home (maybe?) 33,000 24$2,300 Full Page 4C 1 ti

$800 1/4 P age 4C 1 ti

Raleigh Metro Magazine40,000 10 $6078 Full Page 4C 1 ti

$735 1/12 Page 4C 1 ti

Carolina Parent 43,115 12 $2,750 Full Page 4C 1 ti

$650 1/8 Page 4C 1 ti

The Blotter 7,000 12 $700 Full Page 4C 1 mon

$140 1/6 Page 4C 1 mon

ONLINEUnique Visitors Size in Pixels Type of Ad CPM $

national www.dogster.com 414,560 300 x 250 (75,000) Medium Rectangle 16.12160 x 600 (96,000) Wide Skyscraper 15.25

728 x 90 (65,520) Leaderboard 14.88

national www.petmd.com 1,313,686 300 x 250 (75,000) Meidum Rectangle 16.12160 x 600 (96,000) Wide Skyscraper 15.25

728 x 90 (65,520) Leaderboard 14.88

970 x 66 (64,020) Super Leaderboard 14.08

300 x 600 (180,000) Half Page 36.05

local www.wncn.com/ 369,361 300 x 250 (75,000) Medium Rectangle 16.12160 x 600 (96,000) Wide Skyscraper 15.25

728 x 90 (65,250) Leaderboard 14.88

300 x 600 (180,000) Half Page 36.05

468 x 60 (28,080) Delisted Full Banner 5.62

324 x 60 (19,440) Delisted Half Banner 3.83

local www.wilsontimes.com 35,536 300 x 250 (75,000) Medium Rectangle 16.12160 x 600 (96,000) Wide Skyscraper 15.25

728 x 90 (65,250) Leaderboard 14.88

300 x 600 (180,000) Half Page 36.05

468 x 60 (28,080) Delisted Full Banner 5.62

local www.carolinaparent.com 18,947 300 x 250 (75,000) Medium Rectangle 16.12180 x 150 (27,000) Rectangle 5.41

728 x 90 (65,520) Leaderboard 14.88

300 x 600 (180,000) Half Page 36.05

local www.wral.com 1,375,808 300 x 250 (75,000) Medium Rectangle 16.12300 x 600 (180,000) Half Page 36.05

300 x 60 (18,000) Non-IAB Space 3.61

OUT OF HOMEVisitors Method Cost Location

Durham Peforming Arts Center

2,700 per show, 1 80 shows/year Playbill Budget 2000 Durham, NC

Billboard 205,105 impressions Digital (4 weeks) 3,360

one near duke, one near the car dealers and shopping on Chapel Hill Blvd., two reach the Brier Creek area and traffic between Raleigh and Durham.

Bulletin (4 weeks) 1,400 - 4,120

Poster (4 weeks) 1,500

StoreBoard Media ~2,600 impressions Instore billboards PS

Raleigh-Durham (Fayetteville), NC. at stores like cvs, walgreens, family dollar (these are the sleeves that go over the metal detectors)

CPS: 140.00According to Mintel, 92% of baby boomers shopped at a drug store in the last 12 months

Pet Waste Stations ~500 - 1000Provide bags for pet waste budget cost: 4,000 Parks within the Triangle

Sources: DPAC.com, duke.edu, Lamar OOH, milb.com, Facebook, Google AdWords, Instagram, LinkedIn, Meetup.com, Playbill, Promise Media, SQAD, SRDS, StoreBoard Media, Twitter

situationsynopsis

Tomlinsons Pets has successfully served the Austin community and Central Texas region the most natu-ral, healthy pet products for the last 70 years. Their dedication to their customers (both human and pet) is reflected in the way they train and educate the staff to care for the friends and family of Tomlin-sons while serving only the best natural pet foods at an affordable everyday price.

In Austin, Tomlinsons has a well-established rep-utation, which allows them to rely heavily on their customers spreading the word. Without a strategic marketing plan, to create a clientele base and estab-lish a store presence in Durham, Tomlinsons con-tinued reliance on customers could be a significant hindrance to its Durham expansion.

Tomlinsons reliance on their dedicated customers spreading the word for their advertising is the rea-son there is not a present advertising campaign and substantial activity on social media. Both recurring advertising and an enthusiastic social media pres-ence will be necessary to kick-start Tomlinsons expansion into an unfamiliar city where the compe-tition has an established loyal following.

Trust and care of customers is a mainstay at Tomlin-sons, which means Tomlinsons will need to estab-lish similar relationships with Durham locals. The new location in the Ninth Street Shopping District in downtown Durham is the perfect place for Tom-linsons as the area is comprised of eclectic stores and coffee shops that are committed to offering unique and organic products. Tomlinsons will need to increase awareness within this community and also connect with the existing local pet charities.

Toolkit Media is determined to increase Tomlinsons clientele and to emphasize through strategic adver-tising the care and trust customers can expect when this business expands to Durham. Toolkit Media will allow Tomlinsons to flourish by engaging in a strategic approach to meet the opportunities that are available in Durham. Toolkit Media will apply the essential tools necessary to create an enduring relationship between Tomlinsons and Durham.

22.3% of Durham population are baby boomers

To make sense of it allf it all

Durham, Chapel Hill and Raleigh are ranked in the top 15 dream towns to live in

post-retirement

828 WEST 6TH STREET, AUSTIN, TEXAS 78703 | 210-365-5013 | TKM.COM

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