MEDIA PLAN

SPRING 2012

Graphite Media Agency

Chelsea Colvin
Chelsea is a senior PR major. In her spare time she enjoys going to concerts and spoiling her dog Baloo. Her favorite toys are the Gumby and Pokey bendable figurines.

Sarah Daniels
An Advertising major, Sarah is. She likes going to farmers markets, hanging with her weenie dog Murphy, and taking naps in the park. Her favorite toys are T-rex figurines and Chinese Finger Traps.

Elisabeth Newell
Elisabeth is a third-year advertising student who enjoys watching movies, eating chocolate chip cookies, and sleeping. Her favorite childhood toys are Beanie Babies and Legos.

Graphite Media Agency is a full-service media agency based in Austin, Texas. Founded in the spring of 2012 by five UT students in Lisa Dobiass class, Graphite Media Agency creates insightful and strategic media plans that coincide with each clients individual needs. Graphite Media Agency maximizes each brands presence through media buying and planning, strategic marketing, database marketing, market research, and more.

Kevin Shiflet
A third year advertising student, Kevin enjoys the media side of advertising. In his free time he eats lots of breakfast tacos and studies like a boss. His favorite childhood toy is Bionicle.

Elizabeth Smith
Elizabeth is a junior advertising major. She likes to hike, run, bike and swim - anything that involves being outdoors. Her favorite toys are My Little Pony and finger puppet monkeys.

2 Introduction

Table of Contents
Introduction
Campaign Scope Campaign Objectives Executive Summary 4 5 6 Flight 1: Grand Opening Flight 2: Independence Day Flight 3: Pumpkin Time Flight 4: Holly Jolly Media Budget Flowchart Call to Action 27 28 29 30 31 32 33

Analysis
Industry Profile Austin Toy Joy Demographics Kansas City Demographics Photo Gallery Brand Profile Target Markets Audience Profiles Geographic Profiles Direct Competitors Indirect Competitors 8 9 10 11 12 14 16 17 18 20

Recommendations
Media Menu Media Vision Media Strategy Continuous Media 21 24 25 26

Introduction 3

Campaign Scope
Toy Joys eclectic atmosphere and unique product line fits in perfectly with Austins young adult market. Located in the thriving West Campus area of town, Toy Joy is easily accessible to its primary and secondary target markets. With its similar demographics to Austin and Graphite Media Agencys media campaign, Toy Joy will be an immediate success in the River Market area of Kansas City. The media plan begins one week prior to Toy Joys grand opening on May 4th and will run through December 31st, 2012. Graphite Media Agencys eight month campaign for Toy Joy will have a primary focus of males ages 25-34 and a secondary target of females ages 19-24. Utilizing a pulsing media plan consisting of radio spots, flyers, posters, billboards, SEM, and Facebook ads, Toy Joy will make itself known in the River Market area with a dynamic impact. In addition, a continuous and aggressive online campaign will be used to reach the tech savvy targets in their most comfortable environment. Graphite Media Agency will make Toy Joy the go to destination in River Market for young adults to connect with their inner child. Part of Toy Joys success in River Market will be based off of the one-of-a-kind social experience the store creates for its consumers. Toy Joys low prices and expansive product line give it a distinct competitive advantage over its local competitors in the toy product category. When young adults want to buy a piece of their childhood without breaking the bank, they will flock to Toy Joy to fulfill their unique needs.

4 Introduction

Campaign Objectives
Specific Objectives
Marketing
To have a minimum in-store traffic count of 3,500 within the first month of operations. To sustain a regular average traffic count of 500/ weekend and 200/weekday throughout the first year. To achieve an average in-store check of $25 across the first six months of operation. To develop an client base of 1,500 consumers in a core group.

Overall Objectives
Inform
Your strategies need to educate the target[s] you identify in KC about the store, its location and grand opening. Your efforts must also communicate that Toy Joy isnt your typical toy store!

Incentivize
Driving local KC in-store sales are a top priority for keeping the new location open.

Inspire
The new KC Toy Joy store is more than a discovery. It is a destination.

Advertising
To achieve a 75% awareness of the Toy Joy name, and a 50% knowledge of the new Toy Joy location among the target selected. To successfully support two major traffic-building events, establishing one of these events as a longterm tool for future Toy Joy campaigns.

Introduction 5

Executive Summary
Toy Joy, a novelty toy shop founded in Austin, Texas, is opening a new store in Kansas City, Missouri. The company plans on placing their storefront in the thriving River Market area and will open their doors for business on May 4th, 2012. Toy Joy is all about creating experiences, providing nostalgia, and most of all, fun, for their young adult customers. Toy Joy is committed to bringing the full experience of their Austin store to Kansas City. Graphite Media Agencys media strategy centers on highly targeted media campaigns. Extensive primary survey research was conducted to pinpoint why the Austin location is so successful and who the primary and secondary consumers are. After analyzing the results of the Austin survey and comparing them to Kansas Citys demographic and geographic profiles along with competitive and industry analyses, Graphite Media Agency tailored a strategic media plan to ensure Toy Joys success in River Market. Utilizing radio spots, billboards, guerrilla flyer and poster campaigns, and a highly targeted online campaign, a pulsing media strategy was formed to raise brand awareness of Toy Joy in the toy product category. Toy Joys primary target is men ages 25-34 who are easily reached through radio advertising. The secondary target is females ages 19-24 who spend the majority of their free time on social networking sites such as Facebook. Females who fall into the secondary target will be the main focus of Graphite Media Agencys online advertising strategy while males will be the main focus of radio advertising. Young adults are the trend setters and opinion leaders amongst their peers and by targeting this key demographic, Toy Joys popularity will spread quickly via word of mouth. Due to Toy Joys extensive product line, four media flights will be launched around key spending periods along with a continuous online plan to put Toy Joy in the consumers top of mind awareness for all unique toy and novelty needs. The first flight, Grand Opening, utilizes both flyers and radio to gain maximum exposure and brand awareness of the new player in the toy market, Toy Joy. Flight two, Independence Day, capitalizes on the influx of foot traffic around Kansas Citys various Fourth of July celebrations through an intensive flyer and poster campaign. Pumpkin Time, the third flight joins flyers with billboards to remind consumers that Toy Joy is the best choice for uniquely accessorizing their Halloween costumes. The fourth and final flight, Holly Jolly, is comprised of a media blitz across radio, billboards, online, and flyers to break through the competitors clutter and become the destination for quirky, yet thoughtful, holiday gifts.

6 Introduction

Industry Analysis
Industry as a Whole
The toy industry has diversified in the past few years with a wider range of toys including glow in the dark, electronic, and more educational themed toys. 1 The 2008 recessions led to consumers tightening up their wallets on toy purchases, but they have recently become more willing to splurge on higher end items. 2 In reaction, the toy industry began offering more high price products to match consumers tastes.

Current Market Conditions

Current financial conditions have led toy stores to be cautiously optimistic heading into holiday seasons. Sales for stores across the category have become marginally better over the past few years, but not enough to forego their cautious outlook regarding the market conditions. Certain toy stores are doing better financially while others have seen their sales drop. For example, Toys R Us which specializes in toys has modestly increased sales while Wal-Mart who specializes as a supercenter giant has seen their sales drop. 2 This trend indicates that within the current market condition, consumers are making it a point to spend their money at stores who specialize in certain product categories.

Small Toy Shop Category

The number of toy stores in the United states has decreased 60% over the past 8 years. 3 This has inevitably led to a reduction in the amount of small toy stores and growth and consolidation within warehouse and superstore categories. 3 This trend extends to electronic retailers who sell toys, and they have declined by 5% which has led to further consolidation within superstore categories. 3 Specialty toy stores can compete best with their larger competitors by offering specialty items that larger toy chains do not have that many consumers are now wanting. 4

1 2

toymania.com,Toy Industry Trends for 2012, 2012 toyassociation.org, An Analysts Financial Overview of the Toy Industry: Fourth Quarter Results, 2011 3 blog.nielsen.com, US Retail Channel Trends since 2001:Major Shifts & More Expected, 2009 4 marketresearch.com, Toy & Hobby Stores, 2012

Analysis 7

Austin Toy Joy Demographics

In order to make educated decisions in regards to the media plan for Toy Joy in Kansas City, Graphite Media Agency decided to conduct a primary research study both online and in person at the Austin Toy Joy store. An eight question Qualtrics survey was placed in the Austin section of the website Reddit, and the link to complete the survey was given out on Facebook, where members of the target were encouraged to participate. In addition, two members of Graphite Media Agency conducted in-person surveys outside of the Austin Toy Joy store. The survey was designed with close-ended questions to generate quantitative data to form the basis of the media plan. One open-ended question, what do you like most about Toy Joy, was used in order to gain key consumer insights. Using the data that was collected from the survey tables, charts, and graphs were created and used to identify trends and patterns among consumers. After analyzing the data, the results were used to support Toy Joys media plan in Kansas City.
35-49 15%

Femalesby by Age Age Females

Males by by Age Males Age

50-70 3% 71+ 0% 0-18 2%

19-24 38% 25-34 42%

8 Analysis

Marital MaritalStatus Status

Co-Habitate 17%

You Hear About ToyJoy? How How didDid you hear about Toy Joy?
Newspaper 0% Magazine 0% Walked In 37%

Married 14%

No Response 14% Other 14%

Radio 1%

Single 69%

Friends/Family 34%

Have you ever shopped atToy Toy Joy? Have You Ever Shopped At Joy?
No 28%

Yes 72%

Analysis 9

Kansas City Demographics

Current Age Distribution Current Age Distribution
65+ (311,700) 13%

Household Income Distribution Household Income Distribution

$150,000+ (57,250) 6%

55-64 (288,700) 12%

Under 18 (610,800) 25%

45-54 (348,400) 14%

18-24 (232,900) 9%

35-44 (327,600) 13%

25-34 (333,400) 14%

Current Gender Distribution Current Gender Distribution

(5 year projection plan)

65+ (361,155) 14% 55-64 (328,242) 13% Under 18 (647,631) 25%%

Age Age (Five Year Projection Plan)

Female (1,247,700) 51%

Male (1,205,800) 49%%

45-54 (345,150) 13%

18-24 (246,227) 9%

35-44 (342,873) 13%

25-34 (329,356) 13%

10 Analysis

Photo Gallery

Analysis 11

Brand Profile
Product
Toy Joy is filled with unique, random, and fun toys ranging from glow-in-the-dark plastic panthers to Star Wars action figures and vinyl toys that appeal to young adults. 2 These uncommon and funny gifts give an ambience that is uniquely Toy Joy. Toy Joy features toys from around the world, such as Hello Kitty and other Sanrio products that people are unlikely to find elsewhere. 2 The store is great for all things eclectic like gag gifts, novelty gifts or nostalgia, or just taking a tour down memory lane. 2 Toy Joy has both toys for children and vintage memorabilia for adults which create a one-ofa-kind shopping experience for all. Nostalgic products like My Little Pony and the Smurfs allow young adults to make a personal connection with their childhood.

A true Austin original, Toy Joy is an independent toy store established in 1987 to supply locals with meaningful toys. 1 Toy Joy became famous for its revolving stock of strange knick knacks and exotic goods. 1 The concept, along with the city, grew and soon Toy Joy became one of the largest and most popular toy retailers in the US. 1 People travel from all around the globe to experience this less typical childrens retailer. 1 In 2008 Toy Joy found new ownership with a couple who expanded into the space next door, adding a cafe with vegan soft serve and bubble teas, and a Tokyo Toy Joy for a more complete tour of light-hearted design and nostalgic playthings. 1

Place
Currenly located just north of downtown Austin and the Univeristy of Texas at Austin, Toy Joys location is ideal for college students and young urban professionals looking for something fun and different. Toy Joys atmosphere promotes a fun and friendly environment for families and single young adults alike. Shopping at Toy Joy is an experience, not a chore.

12 Analysis

Toy Joy will succeed in the Bohemian atmosphere of River Market in Kansas City. 1 Due to River Markets numerous attractions, like the farmers market which occurs every Saturday, Toy Joy will thrive on foot traffic. 1 Toy Joy provides a destination for consumers who are meandering around River Market on the weekend or waiting for a restaurant reservation.

Price
Toy Joys quirky knick-knacks are sold at a low price for all ages. Consumers can make a purchase for a fair price with no cognitive dissonance after the purchase. Customers can buy 5-7 thoughtful novelty toys for less than $50. 2 Toy Joys target market of single young adults are the core group for leisure and entertainment markets and are striving to make unique purchases with an affordable price tag. 3 Men under 35 are better targets for leisure activities and are willing to pay for products they are excited about, even during a recession. 3

a hip, unique place for young adults to socialize. The cafe inside Toy Joy serves vegan ice cream and milkshakes which sets it apart from its competitors. However, since Kansas City is known for their cattle, a vegan cafe might have a slow start in a meat-driven market. 2 In order to incorporate a local element into the store, Toy Joy will serve Topsys popcorn, a Kansas City staple, in the cafe. 2 Flyering campaigns will give Toy Joy greater market exposure due to the heavy foot traffic in the River Market area.

Promotion

The artsy displays in the window cases and flashy signs are what attracts people into Toy Joy. Toy Joy promotes
1 2

Toyjoy.com Yelp.com 3 Mintel, Young Adult Leisure Trends-U.S, 2009.

Analysis 13

Target Audience
Core (Primary)
Toy Joys core, or primary, market segment are males between 25 and 34 years of age, who are single with no children and have a moderately large disposable income due to that fact. 1 These males are not at the stage yet where they are concerned with saving or putting money into their rainy day fund. A majority of their purchases are impulse, due to their high level of consumer confidence, and do not involve items they actually need, versus items that provide a sense of happiness. 2 Males 25-34 years do not necessarily identify yet with all of the responsibilities of being an adult, like a career. They are living life in the moment, and hold down a job for the purpose of having enough money for the things they want in life that make them smile or bring joy to their day - like beer goggles made out of straws. These males enjoy having time to hang out with their guy friends and letting loose. They consider shopping a social activity and choose stores with friendly, social atmospheres. 2 These males seek out a great place to set their mind free and just play for awhile. 3

Target (Secondary)
Toy Joys target, or secondary, market segment are females between 19 and 24 years of age. 1 These young females have no children and are single, which allows them to have more money designated for themselves and their purchase decisions. Young females can and will splurge for products they really want, or save up to afford them. 2 With their busy lives, from starting their young careers, being in school, or both - they feel like they deserve to reward themselves with little, miscellaneous tchotchkes that bring smiles to their faces. Even though they are adults with adult responsibilities, they still desire a place where they can go and feel young at heart and reminisce about the simple times of when their biggest decision was should I get the bendable Gumbie figurine, or a Barbie themed Pez dispenser. 3 These females do not take themselves too seriously, they still know when to have a good laugh and enjoy the simple things. Along with leading active and busy lives they need a place where they can go and buy cute, unique gifts that not only their girlfriend will love to receive at her dinner tonight, but also their niece at her birthday party tomorrow afternoon. They want to be that cool friend or aunt that is trendy and up to date - all while on a budget.
1 2

1 2

Austin Toy Joy Demographics Mintel, Spending Power of Young Adults, 2008. 3 Yelp.com, Toy Joy, 2012.

Austin Toy Joy Demographics Mintel, Single Lifestyles, 2012. 3 Yelp.com, Toy Joy, 2012.

14 Analysis

Crossovers
On the surface these two demographics are far from similar however, they actually share many psychographic characteristics. The 19-34 year old demographic is very social and loves spending time with family and friends. Keeping in touch with their loved ones is a major priority for this group. 1 They share their daily activities with their peers and find great value in the opinions of their friends and family.This demographic strives to be the trendsetter in their social group and want to share their cool or unique discovery immediately with their friends. Young consumers aged 18-34 are the central demographics driving social network activity and use websites such as Facebook and Twitter to instantly share their discoveries with peers. 2 Young adults are still discovering themselves and prefer to by products that help create a sense of self that is desirable and popular to others. 3 This age group seeks out one-of-a-kind retail establishments and is willing to pay a more for items in exchange for a different, unique shopping experience. 3 Shopping is not considered a task, but an opportunity to have a fun and and socially interact with friends and family. 4

Audience Reasoning
Austin Toy Joy Demographics survey showed that 72% of females between 19-24 years old and males 25-34 years old have purchased goods from Toy Joy. With opening a new location, the safest, and most logical decision is to choose the two largest demographics that have the highest propensity to purchase Toy Joy products. Kansas Citys population shows to be 25% between the ages of 18-34, with a 5 year projected outcome of maintaining the 25% population share. 1 Given Toy Joys success in Austin, the Kansas City location should share the same success due to the similar age and gender demographics between the two cities.
1

1 2

Mintel, Mintel, 3 Mintel, 4 Mintel,

Social Dynamics of 18-24-year-olds, 2011. Social Networking, 2011. Spending Power of Young Adults, 2008. Young Adult Leisure Trends, 2009.

Austin Toy Joy Demographics

Analysis 15

Audience Profiles
Gratification Seeker Thoughtful Consumer

Gender: Male Age: 31 Name: Mark Witte Profile: Mark is a guy that likes to have a fun time, no matter what. Because he is single, he has so much more free time and money for himself, and he likes it that way! Mark focuses on what makes him happy in that specific moment; he tries not to bog himself down with stress. For fun he plays Xbox with the guys and just hangs out. He also likes to go shopping with his friends and see what there is to buy that day. Mark is always on the lookout for cool and different things. He is not too concerned with responsibilities; he likes to go by, work to live, not live to work. He does not believe in doing anything you hate or something that does not bring joy to you because life is too short for that! Mark makes sure to surround himself with friendly, fun having environments that promote a good time.

Gender: Female Age: 22 Name: Emma Staley Profile: When Emma is not too busy with school, or working, she likes to kick back with friends and enjoy a nice drink while sharing each others days. Not only does she like to spend time catching up with her close friends, but she also enjoys taking time out to see her family. One of Emmas hobbies is to spend her Sundays browsing local neighborhood stores, while drinking iced coffee, and seeing what cool knick knacks are available for her to buy. She loves to purchase things to fill up her fireplace mantel. In fact, she prides herself on all of the cool tchotchkes she has collected over the years and considers them great conversation starters. Escaping from her busy is hard, but she finds ways to destress and laugh like a child again which is her favorite thing. Emma may be single, but one of the things she loves most is doting on those she cares for with sweet, and unique gifts. It truly makes her happy.

16 Analysis

Geographic Profile
Toy Joy will be located in one of Kansas Citys oldest neighborhoodsRiver Market. Located just a few blocks from downtown, River Market provides a vibrant and friendly community full of shops, local restaurants and attractions such as the regions largest farmers market. 1 River Market is a central part of the downtown Kansas City area which has a metro population of 2,453,500. 2 Compared to Austin, which has a city population of 790,390, Kansas City has a much bigger metropolitan area and due to this a larger consumer population for Toy Joy. 3 Since River Market is located near downtown much of the attractions around Toy Joy are within walking distance. Young adults are often trendsetters and opinion leaders that can determine the success of new entertainment options, which includes Toy Joys grand opening in River Market where the majority of the population is males ages 25-34. 4 This age group has an expendable income and can afford many of the knickknacks Toy Joy offers. 2 Toy Joy will benefit from young adult males bringing others into the store to share the unique Toy Joy experience.

1 2

Yelp.com Nielsen 2011 3 City-data.com 4 Mintel. Young Adult Liesure Trends. 2009.

Analysis 17

Direct Competitors

Brookside Toy & Science

Known as the science fair headquarters, Brookside Toy and Science has been a Kansas City staple since 1964. 1 It carries science oriented toys including telescopes, microscopes, fossils, science experiment kits, bug and butterfly collecting kits as well as conventional products such as art supplies, dolls, board games, and stuffed animals. 2 Many parents flock to Brookside Toy and Science due to their educational product line including starter kits for school science fair projects. Located on 63rd Street, Brookside Toy and Science is a magnet for families who live in the surrounding area. 2 Similar to Toy Joy, Brookside Toy and Science carries Sanrio products like Hello Kitty and offers complimentary gift wrapping year round. 1 Where Toy Joy is targeted at young adults, Brookside Toy and Science is aimed at families with young children.
1 2

Poptopia
Poptopia is located in Westport mall a few miles south of downtown Kansas City in a locally established shopping area that has been around for 150 years. 1 Westport contains several eateries, boutiques, and night spots making it comparable to the River Market area. 1 Poptopia is a local toy and memorabilia store geared towards the Japanese influence and young adult market carrying pop culture figurines and a selection of designer toys and collectibles. 2 Their store is a place for both kids and young adults in regards to product, Poptopias variety of toys is more narrowly defined than Toy Joys expansive product line. Poptopia is a direct competitor in regards to Japanese figures and Hello Kitty merchandise.

Brooksidetoyandscience.com Yelp.com

1 2

Westportkcmo.com Yelp.com

18 Analysis

Competitors Geographic Locations

Toys R Us

Zoom
Zoom is an independent toy store that is quaint and unique and feels warm rather than industrial like Toys RUs. 1 Located in the Plaza County Club mall, Zoom offers educational toys and project kits such as Grow Your Own Frog. 1 Similar to Toy Joy, Zoom offers a decorative atmosphere with fun, quirky toys like voodoo dolls.

Toy Joy

Poptopia Zoom Brookside Toy & Science

1

Vintage Stock

Yelp.com

Analysis 19

Indirect Competitors

Toys R Us
Toys R Us is a category killer with a distinct sustainable competitive advantage with its affiliated chains such as FAO Schwartz and Babies R Us. 1 Competing firms find it almost impossible to operate profitably in the industry due to Toys RUs expansive market share. Toys RUs also markets successfully on the web in collaboration with Amazon.com enabling consumers to order their products online and have them shipped and avoid the hassle of going to the physical store. 1 Although Toys RUs has market dominance, they specialize in only one product category- toys. In comparison, Toy Joy creates an experience for parents, children, and young adults. Toy Joy offers a hands-on-experience which gives the store a unique dynamic compared to a standard chain retail store. Toys RUs main competitors today are Target in regards similar product lines and Walmart in regards to price. 1
1

Vintage Stock
Vintage Stock is an entertainment superstore chain. 1 Even though Vintage Stock is local, there are many storefronts spread out over the Kansas City metropolitan area giving Vintage Stock a competitive advantage over market share. While not technically just a toy store, they sell toys, used books, movies, and any other kind of entertainment media customers could want. 1 Vintage Stock sells video games and memorabilia, effectively reaching the coveted 19-34 year old target market.

www.scribd.com

Vintagestock.com

20 Analysis

Media Menu
Television, Men 18-34 1 Newspaper: Kansas City Star 1
Black/White Single Insertion Rate-Main News

Newspaper: Kansas City Kansan 2 Cable: Time Warner-Kansas City 1

Subscribers: 383,000 Black/White Single Insertion Rate-Main News

Radio, Men 18-34 1

Newspaper: Lawrence Journal-World 1

SQAD 2007

1 2

SRDS 2012 SRDS 2008

Recommendations 21

Magazine: Star Magazine 1

Circulation: 300,450 (Sundays)

Digital: AdWords 1

OOH: Lamar 2 Digital: Facebook 2

OOH: American Campus Company 3

1 2

SRDS 2011 Lamar Media Kit 2012 3 SRDS 2010

1 2

Google AdWords 2012 Facebook 2012

22 Recommendations

Media Vision Experience. Fun. Nostalgia.

Experience
There is no other store that stimulates your senses like Toy Joy. Toy Joy is a place for people to experience walking the aisles, gaining a hands-on-experience, as they play with the many unique toys. Customers can forget the task of shopping and their daily lives and just enjoy playing with the toys and selecting which ones they connect with or like the most. Toy Joy is not just a store, but a destination for young adults to create new experiences while connecting with old memories.

Nostalgia
Toy Joy is home to many toys and memorabilia that young adults flock to. Whether you were a fan of My Little Pony, convinced you should have been a Teenage Mutant Ninja Turtle, or loved the Smurfs, Toy Joy has a product in their store to make you feel like a child again. Toy Joy ignites a personal connection between the target and childhood favorite toys or characters; customers in turn form a deep and intimate bond with Toy Joy.

Fun
Toy Joy flawlessly caters to its target market of single young adults. Their product line oozes fun and the brands quirky sense of humor shines through its expansive product line including, two headed baby dolls, funny prank kits, and fake moustaches. Every aspect of Toy Joy bleeds fun, from the sensory experience of the store, to the product line and even the quirky staff, Toy Joy is fun.

Recommendations 23

Media Strategy
Toy Joy is known for their fun and friendly atmosphere where adults and children alike can go to have fun with their novelty toys and nostalgic collectibles. Graphite Media Agency has developed a campaign consisting of four flights that run at specific times during an 8 month period designed to increase awareness and brand recognition amongst Toy Joys primary and secondary market in Kansas City. To achieve this Graphite Media Agency will utilize various media platforms such as radio, out of home, promotional, and online; focusing on the primary and secondary markets continuously, while the flights will target the key market that drives Toy Joys sales. The Grand Opening flight is responsible for establishing a concrete presence in the Kansas City market for Toy Joy as the premiere place to purchase toys and collectibles. By using radio ads, Toy Joy will be able to reach the male 25-34 primary target market more heavily than the female 19-24 secondary target market. 1 Men in this age group are more likely to be listening in to local radio stations while travelling in their cars in the evening and afternoon dayparts. Strategically placed promotional flyers within local coffee shops and restaurants will be used to reach both of Toy Joys target markets. These hip restaurants cater their atmosphere towards adults under the age of 40; which increases exposure of Toy Joys key demographics to the flyers. The second flight, Independence Day, will be aimed at taking advantage of the increased summer holiday foot traffic through the River Market area. Young adults will be out enjoying the holiday, socializing, and seeking entertainment. To capitalize on the increased traffic surrounding several of the July 4th celebrations, Toy Joy will focus on a promotional campaign consisting of flyers and posters. The goal of the promotional campaign is to spread brand awareness and capture potential consumers who may have missed the Grand Opening blitz, but are now becoming exposed to the Toy Joy campaign. Promotional campaigns using flyers and posters are beneficial for Toy Joy, as their primary and secondary target markets have a 34% recall rate for alternative outdoor promotions. 2 The third flight, Pumpkin Time, is designed to raise brand and product awareness during the important Halloween season through a billboard and promotional flyer campaign. By utilizing multiple media, it is possible to keep Toy Joy on the forefront of consumers minds

24 Recommendations

while they are thinking about upcoming Halloween costumes and accessories. The billboards are designed to simultaneously create a need and a solution for consumers to choose Toy Joy over the competitors. Autumn, with its cooler temperatures, will increase foot traffic through the downtown area highlighting the importance of a flyer campaign to remind potential customers that Toy Joy is their one-stop-shop for Halloween accessories. Toy Joys primary and secondary target markets will actively search and expose themselves for information regarding the product category during this time. The fourth flight, Holly Jolly, is intended to increase exposure and recall recognition and target shoppers during the Christmas holiday season. This is a vital season for Toy Joy as many in the primary and secondary target markets will be searching for unique and quirky holiday gifts for family and friends. Graphite Media Agency will employ a media blitz for the occasion including: radio spots during the week leading up to Christmas in order to capture the attention of stereotypical last minute male shoppers, 2 billboards along major highways to grab the attention of the additional drivers from the increase of holiday traffic, and purchasing extra keywords for SEM. Toy Joy will also benefit from the increased exposure brought by

promotional flyers distributed all over downtown. The continuous media that will be used in conjunction with the four flights are SEM and Facebook ads. SEM is a critical medium as online search is important to the purchase process and Toy Joy needs to always be at the fingertips of potential consumers. Toy Joys targets are known as millennials, notorious for being extremely computer and internet savvy, and will rely heavily on online search engines when making purchase decisions. Millennials use social networking sites heavily leading Facebook to be an extremely important platform to advertise through consistently for the 8 month period. 3 Looking into specific online use based on gender, males are more likely to split their time up across multiple websites such as Facebook, YouTube, and Google; suggesting that the male audience online is more fragmented than females, who focus a majority of their time online on social networking sites such as Facebook. 3 This will help align the total media plan for Toy Joy by focusing online advertising specifically towards females, compensating for the male targeted radio spots used throughout the campaign.

1 2

Mintel,Urban Living-Media and Communications,2006 Mintel, Attitudes to Traditional Advertising, 2011 3 Mintel, Social Networking, 2011

Recommendations 25

Continuous Media
May 4-December 31
Since Toy Joy is new in the Kansas City market it is important to have a constant presence amongst potential consumers in the primary and secondary target markets. Toy Joys combined target markets is between the ages ages of 19-34. This age group widely uses the internet in many fashions, one of them being search engines. In fact, 91% of online adults use search engines to seek needed information on the web.1 This represents an opportunity for Toy Joy to have a constant connection to those who are actively searching for products in Toy Joys category. Facebook is also a key constant medium since young consumers aged between 18-34 years comprise the central demographic driving social networking activity.2 Also, the extensive amount of personal data that social networks utilize in targeting the ads they serve appears to be the most effective tool currently available to increase the relevance of what consumers see. Facebooks unique collection of user data appears to give it an edge, leading to an average response (when asked about relevance) of 1.89 (where 1=rarely or never relevant and 2=sometimes relevant). This is the highest relevance response of any form of online advertising.3 This is the most targeted marketing Toy Joy can do when compared to price. All ads will be run for the entire media placement period of 242 days.
1 2

Continuous Continuous
Adwords 2%

Facebook 98%

Pew Internet and American Life Project, 2012 zvents.com, Kansas City River Fest, 2012 3 Austin Toy Joy Demographics

26 Recommendations

Flight 1: Grand Opening

April 27-May 31
During the first flight, Grand Opening, Toy Joy will be establishing itself in the Kansas City market for the first time. Graphite Media Agency will commence advertising one week before Toy Joys opening date of May 4th, utilizing pulsing radio ads that focus on the primary market during the PM Drive and Evening dayparts. According to SRDS, the population of men 25-34 in Kansas City is 168,300. 1 Using 75% maximum radio reach the ads will reach 126,225 males in the target population. Toy Joys primary target of men 25-34 are best reached during these periods, given that 41% of urban males always listen to local radio stations while in the car. 2 The 20 ads will run across 5-7 radio stations for one week leading up to Toy Joys opening date. Graphite Media Agency will also be engaging the primary and secondary audience with a guerrilla flyer campaign around the River Market area to capitalize on passersby and browsers. Considering 52% of males and 60% of females find out about new stores via flyers, the flyer campaign is a cost effective way to engage consumers on foot. 4 The goal of this flight is to create maximum exposure and brand awareness through visual and radio cues that will bring Toy Joy to the top of both targets recall consciousness.

Grand Opening Opening Grand

Promotional (Flyers) 3%

Radio 97%

1 2

SRDS, 2011 Mintel, Urban Living-Media and Communications, 2006 3 SRDS 2011 4 Mintel, Table listing for Attitudes Toward In-store Promotion at FDM Outlets, 2011

Recommendations 27

Flight 2: Independence Day

June 27-July 4
The second flight, Independence Day, is designed to take advantage of the festivities surrounding the Fourth of July. Toy Joy will engage its audience by using promotional flyers and posters around the River Market area as well as various spots around Kansas City where it is popular to watch the annual fireworks presentation. Some of the events Toy Joy is targeting during this time include Kansas City Riverfest, Corporate Woods Star Spangled Spectacular, and Worlds of Fun. 1 These three events generate around 55,000 participants, with over half of them originating from the River Market area. 2 Considering 25% of Kansas City is between the ages of 18-34, the propensity to reach Toy Joys key consumers with the flyer campaign is very high. 3 Graphite Media Agency plans to use American Campus Company to distribute 1500 flyers and 500 posters. To break through the clutter, the flyers will have a promotional coupon for 25% off with an in store purchase.

Independence Day Independence Day

Promotions (Flyers and Posters) 100%

1 2

Kansascity.about.com, Top 4th of July Fireworks Fests in Kansas City, 2012 zvents.com, Kansas City River Fest, 2012 3 Austin Toy Joy Demographics

28 Recommendations

Flight 3: Pumpkin Time

October 1-October 31
The third flight, Pumpkin Time, will encompass the extremely important holiday of Halloween. Toy Joys primary and secondary targets view Halloween as an opportunity to define their distinctiveness and Toy Joy provides the unique accessories that can differentiate their Halloween costumes from others. 1 Graphite Media Agency will purchase one billboard along Interstate 70 starting at the first of the month to gain the attention of commuters traveling within the city around Halloween, reminding them that Toy Joy is a great place to go to for Halloween accessories. Using a billboard is ideal because there is a 43% recall rate for adults aged 18-34. 2 To supplement the billboard, Graphite Media Agency will begin a new flyer campaign along downtown walkways beginning two weeks before Halloween to gain the attention of consumers leisurely strolling through downtown enjoying the autumn weather, as well as those who are actively searching for Halloween products. The targeted areas include: Country Club Plaza, Crown Center, and River Market, with flyers located along building walls and near bus stops. The goal of this flight is to reaffirm brand awareness and encourage those that may not yet associate Toy Joy with fun, quirky accessories to stop and experience the store for themselves.

Pumpkin Time Pumpkin Time

Promotional (Flyers) 6%

OOH 94%

1Yelp.com, 2

2010 Mintel, Attitudes to Traditional Advertising, 2011

Recommendations 29

Flight 4: Holly Jolly

December 1-December 31
The fourth and final flight, Holly Jolly, is aimed at increasing exposure during the Christmas holiday season. This a very important time as many members of the target markets will be looking to buy a wide variety of quirky gifts for family and friends, and the free gift wrapping service makes Toy Joy perfect for the busy Christmas Shopper. Graphite Media Agency will use radio spots for exactly one week leading up to Christmas on 5-7 stations to interact with shoppers on alert for last minute options. These will be based on 75% reach and 2 frequency, leading to 150 TRPs. Toy Joy will also have two billboards, one on Interstate 75 and one on Interstate 35, to catch the attention of the increased numbers of travelers within Kansas City while visiting friends and family. Graphite Media Agency will completely cover the downtown shopping areas of Kansas City with 3000 flyers to ensure that those shopping for presents and decorations downtown think of Toy Joy. To capture online consumers who are actively searching for and ultimately purchasing items in Toy Joys product category, the extra keyword buy toys will be purchased through Google AdWords. Search engines are the first place many consumers, specifically young consumers, when beginning their purchasing decisions. During this critical season it is vital to break through the clutter and capture the attention of the target markets to ensure Toy Joy is in the consumers top of mind awareness.

Holly Jolly Holly Jolly

Promotional (Flyers) 2% OOH 36% Online 2%

Radio 60%

1Yelp.com,

2010

30 Recommendations

Media Budget
Budget Medium Budget by By Medium
Contingency 4% Online 26% Radio 46%

OOH 21%

Promotional 3%

Budget by Budget ByFlight Flight

Contingency 4% HollyJolly 39%

Continuous 25%

Grand Opening 24% Pumpkin Time 7% Independence Day 1%

Recommendations 31

Flowchart

32 Recommendations

Call to Action

Graphite Media Agency will be honored when chosen to represent Toy Joys expansion to Kansas City. Due to extensive primary research, the pulsed media strategy will generate awareness as well as establish a solid customer base that will fulfill Toy Joys personal advertising and marketing objectives. The objectives to inform, incentivize, and inspire the people of Kansas City to choose Toy Joy for all of their novelty toy needs will easily be achieved using Graphite Media Agencys highly specialized media plan. The time to act is now!

Recommendations 33