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

GO FETCHA TOMLINSON’S™ MEDIA HANDBOOKPart II Recommendations & Logistics

table ofcontents

OUR STORYMeet the Team 2

YOUR PLANFlight One 6Flight Two 7Flight Three 8

THE BASICSEcecutive Summary 3

Communication Platform 4Media Objectives 5

MAKE IT HAPPENMedia Menu 9Budget + Media Mix 9Visualize It 11Flow Chart 12Work With Us 13

Let’s 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 it’s 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.

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The Tomlinson’s family has extreme potential to blossom in its new home, Durham, North Carolina, with the help of Toolkit Media. Utilizing every tool we have in our toolbox, Toolkit Media has strategically designed an approach for Tomlinson’s to thrive as it launches and integrates itself into a new geographic market. Through intensive research and developed insights, Toolkit Media understands that Tomlinson’s and Empty Nesters have something in com-mon: Family First. As a family owned and operated busi-ness since 1946, Tomlinson’s is no stranger to the care, loyalty and due diligence each family deserves. And neither are our Empty Nesters. They know what it takes to want more for their families than they have for themselves. We expect all of the media we are utilizing from June 20th to December 31 to keep this Family First vision in line. We want to meet Empty Nesters where they are. We want to invite them into a community that they may feel that they are lacking. We want to make Tomlinson’s feel like the home they long to be a part of. In order to convey this vision most effectively, Tomlin-son’s must consistently include and invite Empty Nesters into their community through the specific channels that Toolkit Media has extensively researched and provided as the most successful ways to reach this target. This philos-ophy of including and inviting not only gets people in the doors of Tomlinson’s, but fosters a community of brand loyal customers who are looking for a place to belong, and a place that offers the very best for those they love. Prior to its opening, Tomlinson’s will make a loud entrance into the Durham/Chapel Hill area by generating buzz and building momentum through a multi-faceted, $45,000 me-dia mix. The bulk of our planned expenditures occur in the two weeks before the Grand Opening Event so that 50% of the Empty Nesters in Durham will know Tomlinson’s brand. Following that time span, Tomlinson’s will contin-ue to promote their community involvement and passion for the best care for your favorite pet. These promotions are solely meant to increase the foot traffic into the new storefront and we expect to have at least an average of 75 store visitors per day on weekends with an average check size of $55 per visit. The third and final flight exists to broaden the Tomlinson’s family to include it’s newly adopted Durham/Chapel Hill loyal customers. The media utilized in this area will foster a general celebration of life, love, family, health and wellness - for both your family and it’s furriest member.

executivesummary

family first

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family first

mediavision

We know that Empty Nesters are ex-perts on family. And we want it to be clear that Tomlinson’s is the place for them to indulge in their newly added furry family members.

media objectives

• Awareness: The goal here is to make the Empty Nester Popula-tions in Durham/Chapel Hill aware of the Tomlinson’s name

• We’re not here to yelp we aim to make the loudest bark in the Durham/Chapel Hill pet product category

31% target market brand

recognition

We expect in-store traffic to exceed

3,000 people within flight 2 dates

• Incentivize: Time to give families & their furry friends a reason to choose Tomlinson’s

• The goal is to get Empty Nesters excited about the Tomlinson’s brand and get them into the store.

• Inspire: Encourage Durham/Chapel Hill Empty Nesters to become part of Tomlinson’s growing family

• Foster a community that puts family first, even its furriest members

predict 50% of sales to come

from repeat customers within

flight 3 dates

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flightno. 1

In flight one Tomlinson’s wants to invite Durham and Chapel Hill’s families and their furry friends to feel at home at their new storefront nestled in Durham’s eclectic Ninth Street Shopping District. This flight takes off on June 20 and touches down on July 3. This flight’s main objective is the “wow” factor, associating every day experiences with an extraordinary brand.

Make a Loud Bark

Billboard on Durham HighwayWe know Tomlinson’s target market longs to treat its four-legged friends as family. That being said, what kind of parent feeds their child less than what they deserve? We know our Empty Nesters value health and wellness and believe that placing a billboard asking them to feed their pets as natural-ly as they feed themselves will be the perfect call to action. We plan to place a Tomlinson’s billboard on the Durham Freeway near the exit for the Ninth Street Shopping District so that our brand is at the top of our Empty Nester’s minds.(Success measured by Lamar.com, Impressions)

Doggy BagsAs Durham is home to a number of pet-friendly parks and trails, Tomlinson’s wants to be a part of the outdoor pet ex-perience. Empty Nesters are passionate about the city they live in and enjoy the untainted beauty of their parks and trails. Tomlinson’s goals are our Empty Nesters goals – to keep Durham’s outdoor spaces dog-friendly and poop-free. We chose to place Tomlinson’s labels on 14 doggy bag stands at five popular trails in Durham, most notably Eno River State Park and Little River Regional Park and Natural Area. So grab a bag and know that Tomlinson’s is here to help you clean up the mess.(Success measured by amount of doggy bags used)

OurState Magazine Email Newsletter: We know that our Empty Nesters care about what’s happening not only in their town, but also in their state. With this e-mail newsletter provided by Our State magazine, we hope to make Tomlinson’s grand opening a state-wide announcement reaching our Empty Nester populations in both Chapel Hill and in Durham. The “This Weekend” e-mail offers the perfect outlet for this announcement. Sent out one weekend before the grand opening (June 24), we expect this e-mail to gen-erate buzz on who Tomlinson’s is and how what they do relates to you.(Success measured by attendance at the Grand Opening Event)

Sponsered Content: Another avenue for Tomlinson’s to highlight their area of expertise involves sponsoring content on the Our State Magazine website. We know that 65% of the readers of Our State magazine, which has a circulation of 150,000, visit the website and will be looking for feature stories about North Carolina and how it relates to them. This medium allows Tomlinson’s to associate their name with content relative to their mission – a Family First vision for your pet’s healthy lifestyle. This could include a list of pet-friendly restau-rants in Durham and Chapel Hill or an article featuring Durham’s most popular outdoor adventures.(Success measured by Our State Magazine website traffic and the

increase in blog followers or increased interaction on social media)

Direct MailWe know our Empty Nester target so well, that we want to cater to their love for traditional forms of communica-tion. Who doesn’t love a personal invitation to a neigh-borhood block party? We plan to purchase a consumer list from Direct Mail Tools, one that allows us to reach 34,471 people aged 48-61 in the Durham area for only the cost of $1,378.84. The postcard sent will include information on both the grand opening of the Tomlinson’s storefront in Durham, and the “Welcome to the Neighborhood” party that Tomlinson’s is throwing itself with the whole commu-nity invited. Not only will this postcard bring awareness, but we also expect that the promotional coupons featured on the back of the postcard will get people in the front door. We want the postcard to appeal to our Empty Nester’s fami-lies – furry members and all!(Success measured by attendance at Grand Opening Event)

RadioTomlinson’s knows that Empty Nesters lead busy lives – full of working, running errands and going to the nearby scenic parks and recreational trails. No one likes to drive alone, and these car trips provide the perfect opportunity for Emp-ty Nesters and their furry friends to bond. We know that Empty Nesters often run errands throughout the day or go out for the evening, so Tomlinson’s is going to advertise on G105, QDR, WRDU, WRAL and WRTP during all four day-parts. These radio stations all feature music our Empty Nest-ers listen to and research shows that radio boasts the highest engagement levels of any mass media outlet. So open your windows for your furry friends, and get ready to jam to your favorite music while hearing

all about your home away from home, Tomlinson’s.(Success measured by TRPs)

*info from Direct Mail Tools*

*info from cumu-lusradio.com*

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flightno. 2

flight two will open the doors for Empty Nesters to feel invited and included in the Tomlinson’s community. While emphasizing that all members of the family come first, these promotions will further

develop the Tomlinson’s brand image, increase product trial, and incentivize involvement with the brand, encouraging Empty Nesters and their beloved pets to join something larger than themselves: the family.

Get theTail Waggin’

Welcome To the Neighborhood PartyOn July 4th, Tomlinson’s will be warmly welcoming its customers with open arms, introducing itself as a new neighbor in town, by inviting and encouraging Empty Nesters and their pets to get acquainted with the Tomlinson’s storefront and family. Simultane-ously, water stations will be set up at the local Inde-pendence Day Parade and baseball game, providing water bottles, bowls, and bandanas displaying the brand name of Tomlinson’s. These paraphernalia will be printed to formally invite customers to the “Wel-come to the Neighborhood” event, where there will be food from partner Full Lotus Juice Bar & Cafe, all-natural treats, and a blossoming community. This event will also offer an opportunity for customers to opt-in to Tomlinson’s Newsletter, informing them on discounts, opportunities, and events, allowing them to feel included in the news and happenings of Tomlinson’s, like a member of the family. The first 100 customers to opt-in will receive a goodie-bag including Tomlinson’s coupons and product samples.(Success measured by attendance at Grand Opening Event, increased blog followers and increased newsletter subscribers)

Adoption EventTomlinson’s will weave itself into the community and into the hearts of the caring Empty Nesters by part-nering with the local animal shelter, Hope Animal Res-cue, to host monthly adoption events. Customers who come in the doors and adopt an animal will receive a free doggie adoption kit, and will be offered an oppor-tunity to subscribe to the Tomlinson’s Newsletter. Not only will this draw customers in the doors of Tomlin-son’s, but it will also create an association with the brand of new beginnings, helping hands, and growing the family one member at a time, creating a culture

within the Empty Nester population of loyalty to the Tomlinson’s brand.(Success measured by attendance at Adoption Event and increased newsletter subscrip-

tions)

Storefront DisplaysThe welcoming invitation to join the Tomlinson’s family does not have a true beginning or end. It is constant. Therefore, creating eye-catching window and storefront displays to continually invite Empty Nesters in the doors of Tomlinson’s would convey that Tomlinson’s is a place where everyone is welcome. Ev-eryone is family. These displays would change with the seasons, always informing customers of current pro-motions, upcoming events, and reminding customers that even the furriest of family members come first at Tomlinson’s. The display will include a large-scaled picture frame on the front window of the Tomlin-son’s storefront for customers and their dogs to take “family photos” in. These pictures will be featured on Tomlinson’s various social media outlets, including the Tomlinson’s blog. The playful and involving com-munity activity will spur traffic to Tomlinson’s social media and blog, and will interlock the Tomlinson’s brand with the Durham community of Empty Nester pet owners. (Success measured by increased blog followers and target market’s interaction with the blog)

flightno. 3

Our goal for flight three is to remain a stable brand in the Empty Nesters’ evoked set and to make Tomlinson’s the place the customer chooses to return to not only because of the great prices and product options but also because of the atmosphere and the store community present at their local Tomlinson’s. We hope to use Durham’s Empty Nesters to be the gateway of disseminating the Tomlinson’s name. Fun opportunities that invite the customer into the store for local communi-ty interaction will also produce sales and foster a growing clientele. We believe we can magnify the Tomlinson’s experience by creating events that focus on ways that the customer and his or her pet can participate. These events will be available through traditional media outlets as well as social media. We will incorporate multiple promotions and venture down unique paths to showcase this classic yet contemporary store in the Ninth Street District. Tomlinson’s is new to Durham, North Carolina but will soon become a staple for any Durhaman.

Stay & Play

Birthday Parties for PupsEverybody loves to be treated, especially on their birth-day. Why not extend that treatment to your favorite furry friends? Tomlinson’s would love to be a part of your furry family member’s special day by giving them a delicious dog treat and having our staff sing happy birthday to your favorite pet topped off with party hat and all! We will give the customer a free Tomlinson’s T-shirt that says, “It’s my dog’s birthday” upon purchase of any dog toy (a present for their furry friend!). The basis of the birthday shirt is for the customers to spread Tomlinson’s name outside the imme-diate area and to showcase the hospitality of Tomlinson’s on their family member’s birthday. Because Empty Nesters are not generally as active on social media as millennials, we cannot expect them to Tweet or Instagram their birth-day party. However, by taking pictures at the event with their pets and posting them on Facebook and wearing their T-Shirts around town, we expect Tomlinson’s will receive broad exposure and publicity. We are hoping to celebrate 15 doggy birthdays by the end of the first month. (Success measured by number of t-shirts and party hats taken from inventory and increased interactions on social media)

Reward Cards & Pet ClubThe competition in Durham is strong; therefore Tomlin-son’s needs a competitive advantage. Tomlinson’s pet club is the answer. For only $7.50 per year, get ten percent off all pet food purchases and early notices on monthly spe-cials. This deal will give the Tomlinson shopper more value for their dollar. Rewards card holders will get 50% off of their first time delivery. We will use e-mail addresses that the customers provided to send out these promotions. We are expecting 50% of sales from repeat customers. (Success measured by rewards card subscription)

Treat Yourself!!Unsure of your dog’s favorite treat? Bring your furry friend into Tomlinson’s and try a variety of our delicious healthy, dog approved treats if you sign up for the newsletter. Spend $55 and receive a free dog wash on any weekend. Jealous of your furry friends getting all the yumminess? Come by from 11 a.m. to 3 p.m. for Full Lotus Juice Bar & Café juice and smoothie samples. You and your pet can indulge in delicious and nutritious organic fare. Treat yourself and your furry friend! We are expecting at least 500 families and pets to attend the “Treat Yourself” Event and anticipate a profit from the day’s sales. (Success measured by Event attendance and increased news-letter subscriptions)

Social MediaOnce we have established our presence in Durham, we will improve our brand loyalty by increasing our social media presence. We will hire a social media intern for part time. Customers who follow Tomlinson’s will have special opportu-nities and could be rewarded for their support. By reposting customers’ photos of their furry family members and sharing tips and tricks, we hope to strengthen and fortify the Tomlin-son’s family. Also, being active on social media could act as a “brand signal” to search engines that the Tomlinson’s brand is legitimate, credible, and trustworthy, which as a result will improve our search engine ratings. Because we know our Empty Nesters well, we know that Facebook is growing in popularity amongst this older crowd. With Empty Nesters growing in their Facebook usage, we hope to achieve a 250% increase in the Durham Facebook page number of likes. We want to of-fer the opportunity for this target to connect and interact with the Tomlinson’s brand, but we don’t expect this social media push to be a focal point for our media strategy. (Success measured by increased Face-book page likes and increased interac-tions across social media outlets)

Tomlinson’s DeliveryTomlinson’s and Instacart have partnered together to make your life a little easier. Don’t have time to pick up your furry friend’s favorite food? Tomlinson’s would love to deliver healthy pet products to your door in as little as an hour. We expect at least 200 customers to sign up for Tomlinson’s and Instacart’s regular delivery.(Success measured by delivery subscriptions)

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budget& media mix

43.2%radio

6.04%guerilla

4.38%local digital

30.08%direct mail

11.17%out of home

2.00%contingency

0.26%people 1.33%

social media

1.52%promotional

“we dont’t want to just

yelp”

 

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Flight 3Flight 2Flight 1

Continuous

Billboard

Pet Waste Bag Dispenser Installations

OurState Magazine Email Newsletter Sponsered Content

Direct Mail list

Radio

“Welcome to the Neighborhood”Grand Opening Event

Storefront Display

Adoption Event

Birthday Parties

Reward Cards

“Treat Yourself” Event

Social Media

Social Media + Blog

Pet Waste Bags + Stickers

Store Display+ In-Store Promotion

provided bywe love

Durham pets & parks!

provided by

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Let’s sum it all up...

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flowchart

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call to action

Here we are.

We’ve used every tool in our toolbox and we are confident that the Media Mix we have created is thoughtful and structurally sound. It is a unit, each segment working to better the edifice totally. We expect each of the media objectives we’ve mentioned to come alive through the mix we’ve suggested and ultimately generate a positive, lasting brand image for Tomlinson’s in the cities of Durham and Chapel Hill. We ask that you review this plan and visualize just how this structure we’ve designed tailors to the very essence of the Tomlinson’s brand. We are personal, we know what’s good and we meet people where they are and ask them to come with us – as does the Tom-linson’s brand. We are confident that both your business and media objectives will be met through this strategic plan.

Let us share in this with you; we’ll take you there.

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