Big Bear Outlet

Advertising Campaign
July 2009
Power Your Adventure
1
Table of Contents
Executive Summary.........................................................................................2
Situation Analysis............................................................................................3
Marketing Objectives......................................................................................4
Advertising Objectives....................................................................................5
Target Audience..............................................................................................6
S.W.O.T. Analysis............................................................................................7
Positioning Statement......................................................................................8
Big Idea..........................................................................................................8
Media Plan...............................................................................................9-12
Advertising Budget........................................................................................13
Advertisements.........................................................................................14-26
Closing Statement.........................................................................................27
Advertising Team.....................................................................................28-29
Executive Summary
Big Bear Outlet opened its doors in May of 2009 in a wise utlizaton of surplus space within the Rexburg Motorsports building. The
company maintains both an online store and a physical locaton in Rexburg, Idaho. It is a growing company ofering power sports gear in
additon to other items including camping gear and clothing, and carries many top quality brand names like Spy and Ogio.
It is a vibrant and excitng company just startng out in its growth. Big Bears immediate goals include improving sales among the
students at the local college, Brigham Young University Idaho and increasing its use of social media campaign. Big Bear is looking
for a campaign that is excitng and wity, something people will take notce of. They would specifcally like to increase atendance on
their website to 400 hits per day by August 31st of this year and to 1000 hits per day by the end of this year. They would like to have a
website with an addictve appeal. In the long term, Big Bear would like to expand its advertsing to other college students around the
country.
Big Bear is a dynamic and excitng company and needs a big idea to match it, thus the concept is that Big Bear has the ability to
Powering All of Your Adventures. We want to positon Big Bear Outlet as the place for the local community to go for their adventure
essentals selling quality merchandise at economical prices. We will do so through an innovatve advertsing campaign that utlizes the
assets of the unique environment the store is located in. We plan on using a wide variety of media including advertsements in movie
theaters, that campus paper, and on the radio. In additon, we plan on using some of the most current technology available in order to
appeal to college students.
By advertsing to budget-minded college students and harnessing pre-existng resources like geo-caching networks for guerrilla
campaigns, we know we will be able to accomplish the companys goals within budget.

2
Situation Analysis
Client Descripton & History
Big Bear Outlet is a subsidiary of Rexburg Motor Sports specializing in selling seconds. It opened in May of 2009 in open space next to
the Rexburg Motor Sports building. The merchandise ofered through Big Bear Outlet is uniquely diferent than Rexburg Motor Sports
and is obtained through wholesalers. Its main product areas of focus include power sports gear, casual apparel, outdoor equipment and
sports apparel. They ofer famous and top quality brand names like Spy and Ogio. In additon to its local storefront, Big Bear Outlet also
maintains an online presence through its website and eBay storefront.
Geographic Factors
Big Bear Outlet is located in Rexburg, Idaho at the crossroads of some of the fnest outdoor areas in the West. Its customers have access
to Yellowstone, the Tetons, and the St. Anthony Sand Dunes in additon to numerous other outdoor venues. Rexburg lies in Madison
County, which has a populaton of 37,456. There are an estmated 11,000 households in this county with a median household income of
$40,000. Its locaton in southwest Rexburg provides easy access from Highway 20 and is close to the BYU-Idaho campus.
Past and Present Advertsing and Promotonal Actvites
Past promotonal actvites include the Grand Opening event that included 30 & 60-second radio advertsements on Sunny, Kbear &
KLCE. Sunny and KLCE did remote broadcasts from the Grand opening. In additon, they used half-page ads in the Standard Journal and
Post Register newspapers, 30-second TV commercials on channels three and eight, e-mail blasts to SnoWest Magazine consumers, and
the textng club. The store is currently advertsing in the ValuePak program. They have recently purchased a billboard just outside of
town. They contnue to generate awareness through online mediums such as Google AdWords, email marketng, twiter, and the Deal of
the Day on the website.

Discussion of the Main Compettors
The most recent statstcs from the U.S. Census Bureau show that Madison County had $314,970,000 in retail sales, with an average
of $10,929 per capita. Big Bear Outlet has three major compettors in Rexburg: Walmart, Kmart and Big 5 Sports. The nearest store
supplying power sports equipment that could be considered a direct compettor is Acton Sports in Idaho Falls.
3
Marketing Objectives
Big Bear Outlets main goals in marketng are centered on atractng a larger audience to its store. Its main target audience that they
will focus on is BYU-Idaho college students currently living in Rexburg, Idaho. Students make up almost half of the towns populaton. A
typical BYU-Idaho college student doesnt have much money because they are budgetng their way through college and living on their
own. Money spent is carefully planned out and only for necessary situatons. Big Bear Outlet would eventually like to branch out and
include state colleges as well as be natonally recognized in the long term.
Big Bear Outlet plans on reaching their potental customers by:
Using a social media campaign involving social networking sites such as Twiter and Facebook.
Creatng a campaign that has legs and can relate to the customers.
Increasing the amount of hits to its personal Big Bear Outlet website.
Creatng a website addicton similar to those of sites such as www.woot.com and www.whiskeymilita.com to keep users actvely
interested in the goods that are being ofered as their Deal of the Day.
Creatng brand recogniton through reputaton and good experiences.
Emphasizing diferent product groups to increase consumpton.
4
Advertising Objectives
In order to reach our marketng objectves and goals, we will:
Create an advertsing campaign that emphasizes adventure and the outdoors and represents the actve feel of Big Bear Outlet.
Use promotonal techniques using social media sites, the Internet and outdoor advertsing to increase awareness of the store.
Target college students and soccer moms to increase our customer base and expand our market.
Emphasize its great deals and product variety to increase store trafc.
Use creatve and cost-efectve techniques to drive trafc and increase product demand both within the actual store and online.
5
Target Audience
Primary Target Market: BYU-Idaho and local college students
Ratonale: Rexburg has a populaton of 27,575 people. On average, there are 12,532 students at BYU-Idaho each semester, occupying
about 45% of the populaton in Rexburg, Idaho. There is also a large turnover with new students atending BYU-Idaho every semester.
With students taking up such a large segment of the market, Big Bear Outlet would beneft from targetng them. Students have more
discretonary income because they do not provide for a family. There are also several outdoor recreatonal actvites that students
ofen frequent. Those that would be targeted would be mostly males around 18 to 25 years of age that enjoy the outdoors and more
specifcally power and motor sports. They live on a closely watched budget but spend their money on items for themselves. They are
either single or married.
Secondary Target Market: Rexburg moms with families
Ratonale: Mothers with families are typically budget-minded and love great deals. They are typically between 30 and 45 years of age
and live on a budget making between 30,000-60,000 dollars annually. They could be either single or married, working or stay-at-home
females. They appreciate the great discounts that Big Bear Outlet ofers. Middle-aged moms also have a larger income and can aford
to purchase power sports and outdoor gear. Rexburg is a family-oriented town and its families actvely engage in sports and outdoor
recreatonal actvity. People ofen choose to live in Rexburg for the outdoors and adventure actvites.
(Facts: taken from US government census for 2007 and BYU-Idaho statstcs)
6
S.W.O.T. Analysis
Strengths
Big Bear Outlet is a new company on the market which provides customers with quality gear for fair prices. Because it is just startng
of there are no bounds to its potental. One advantage Big Bear Outlet has is its purchasing power in the power sports industry. With
connectons to Rexburg Motorsports, it is considered one of the top 10 dealers in the industry. Along with this, Big Bear Outlet has a
new website devoted to the Big Deal of the Day. Although the site is new, there is potental for its growth as more products are included
within the site and more people are made aware of the deals ofered.
Weaknesses
Some of Big Bear Outlets weaknesses include them being limited on what items they are able to purchase. Along with this they cannot
compete with the selecton and prices of some of the competng big box stores, especially products such as camping gear and sportng
goods. Because of this they are limited in the products they are able to sell. Also because of the startup costs and the lack of revenue
coming in from customer sales, Big Bear Outlet has a limited amount of spending money for advertsing and promotonal services. Much
of the Rexburg community consists of Brigham Young University college students and at this tme Big Bear outlet is not known among the
students.
Opportunites
The focus of Big Bear Outlet is to provide people with quality gear at a fair price. More than half of Rexburg consists of BYU-Idaho
college students who do not have a large income, have nothing, and want everything. Along with this there will always be a good
circulaton of new students coming to the school. Many are actve and look for opportunites to be adventurous. Big Bear Outlet has
what students want to power their adventure. As far as advertsing is concerned Big Bear Outlet has unlimited potental because it is so
new and there is a lot of work lef to do to get the companies name out to the public.

Threats
In the opening months of Big Bear Outlet there have not been adequate sales in areas such as Spy Optc, Sportng Gear and Outdoor
Accessories. If the paterns in lack of sales contnue there will be a loss of revenue. Another threat is that their compettors already
sell similar products as Big Bear Outlet. People will be more likely to go to Wal-Mart or K-Mart for their sportng goods and outdoor
accessories. Some of their other competng stores include Acton Power Sports in Idaho Falls and other big deal online stores such as
Whiskey Milita and Ebay.
Positioning & Big Idea
Positoning Statement
We will positon Big Bear Outlet as the areas #1 supplier of quality adventure essentals at economical prices.
Big Idea
Our creatve big idea is to show how Big Bear Outlet is the #1 supplier of adventure essentals, no mater what the adventure is or who
you adventure with. We are going to portray Big Bear Outlet as the ultmate supplier of adventure in every season. The tagline we will
use is Powering your Adventure. We want college students and families to know they can purchase all the essentals needed for every
adventure at great deals. And with the great prices that Big Bear Outlet ofers, they will be able to purchase more adventure essentals
and have new adventures everyday. Big Bear Outlet sells power sports gear, outdoor gear, and could expand in other areas such as
camping and water sports gear. With Big Bear Outlet, college students and families can have excitng and spontaneous new adventures
everyday.
We will portray Big Bear Outlet as the ultmate supplier of adventure essentals by showing the many adventures that are possible with
its products. In order to target college students, we will show a group of young adults grabbing their backpacks and jumping into a
truck to go hiking. Once at the mountain, these young adults have everything they need in their backpacks to go hiking including water
botles, a compass, binoculars, a fashlight, and a campers tool. Because of Big Bear Outlet, these young adults have all the essentals
they need in order to have spontaneous adventures. In order to target middle-aged moms and families, we will show a dad coming
home early from work to go on an adventure with his family. They can just grab their power sports gear and go riding for the day. They
have everything they need to have adventures and fun with their family. Big Bear Outlet is the #1 supplier of adventure essentals, no
mater what the adventure is or who you adventure with. Because of Big Bear Outlet and its great deals, college students and families
alike can aford to have spontaneous and new adventures everyday.
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Media Plan
Our goal is to efectvely use media in Rexburg to give Big Bear Outlet a strong foothold and reach our marketng and advertsing
objectves. We will use these diferent mediums to target our primary audience, college students age 18-25, and our secondary target
audience, soccer moms ages 23-40. This media plan will help increase awareness and increase store and website trafc.
Theatre
We will reach both our primary and secondary target market by creatng a 15-second commercial that will play during the pre-show
before movies in the Rex movie theatre here in Rexburg. It will play three tmes before each movie for 16 weeks. We have found that
this type of advertsing actually has a 33% engagement rate from the audience, which is higher than most other forms of media. This will
cost 2,400 dollars.
T-Shirts
This will target our primary target market of college students, but will also have a trickle efect into our secondary target market as they
will see the shirts being worn around town. We will place Big Bear Outlets name and logo on the shirt and hand it out at local events
such as the Teton Dam Marathon, Relay For Life, and the Boy Scouts of America 2009 Invitatonal Sportng Clays Shoot taking place in
Idaho Falls. These t-shirts will also be prizes for fnding the geocache. There will be a total of 500 t-shirts handed out and worn. As the
shirts are worn, they will increase awareness and name recogniton for Big Bear Outlet. We will efectvely reach our primary target
because college students also love free stuf. We will spend 2,890 dollars on shirts.
The Scroll
The Scroll is a BYU-Idaho school newspaper. We will be targetng our primary audience by creatng fun, energetc ads that will draw
students into the store and website. The newspaper prints about 7,000 copies a week. We plan to show our ad for a total of nine weeks.
We will break it up into one four-week interval and one 5-week interval. The fve-week interval is planned for the beginning of the fall
semester and the four-week interval is planned for the end of winter and beginning of summer semesters. This will cost 1,620 dollars.
9
Media Plan
Business cards
The business cards will be a tool that will be used by the employees to create name recogniton and increase store trafc by bringing
people in with a discount on the back. This advertsing medium has longevity and will stay with people for longer than most mediums. It
will efectvely reach both target audiences. There will be a total of 500 and will cost 33 dollars.
Fliers
These fiers will be targeted towards students and will be distributed throughout BYU-Idaho apartment complexes. These fiers will
increase awareness among students. It will also increase product awareness and let the students know what products Big Bear Outlet
ofers. It will show the students that Big Bear Outlet can power their adventure, whatever it may be. It will bring students to the store
and create name recogniton.
Direct Mail
We will efectvely reach our secondary target market through direct mail advertsements. There are 4,553 homes in Rexburg. Most
of these homes consist of families and are therefore included in our secondary target market. Direct mail will be an efectve way to
increase store trafc and awareness. It is relatvely inexpensive compared to mailing direct mail pieces long-distance. Direct mail for all of
these homes would cost around 458 dollars.
FaceBook
There are very few students who do not have a FaceBook page. We are able to set our parameters to target students specifcally
atending BYU-Idaho. We will pay 280 dollars for 1,000 impressions. This will help draw people to the website. FaceBook is very
populated with students and will be very useful in bringing students to Big Bear Outlet.
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Media Plan
Billboard
The Billboards on 2nd west are a great resource for advertsing. They are a cost-efectve medium and we can target both audiences
through this billboard. It is a very busy street because it leads to Walmart, Target, and other shopping areas. This will create name
recogniton and let people know what Big Bear Outlet is and what products they ofer. We will run the ad for four months out of the year
during the fall and winter semesters. It will cost 1,800 dollars.
Radio Ad
We will use a radio advertsement to target our secondary target market of soccer moms. We found that many soccer moms are driving
and picking their kids up from school. We decided to run a humorous radio ad that mothers could relate to. It will play during the hours
of three to seven when mothers are driving their kids to various places. It would play only a few days a week and will help mothers start
to recognize the name and increase store trafc among our secondary target market.
Sweepstakes
Big Bear Outlet will ofer a sweepstakes to win $250 worth of Big Bear Outlet power sports gear. This rafe will be advertsed through the
website and email blasts. It will be featured on Big Bear Outlets homepage where customers can enter the sweepstakes by submitng
their informaton. This will also allow Big Bear Outlet to collect free email addresses to later send email blasts featuring new product
informaton and promotons. Big Bear Outlet will also ofer a discount to the Boy Scouts of America in local surrounding areas. This will
encourage local scoutng families to buy their supplies from Big Bear Outlet.
E-mail Blasts
Big Bear Outlet will send out bi-monthlly e-mail blasts to those on its mailing list. It will accumulate e-mail addresses through its website,
those who enter the sweepstakes, go to its facebook page, partcipate in events, or have made a previous purchase. These e-mail blasts
will include new products, promotons, and discounts. This will encourage more foot trafc within its store and more trafc at the
website.
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Media Plan
Geo Caching
Most people visitng the store or website will be people who enjoy adventure and the outdoors. Big Bear Outlet will ofer its own
geocache where people will have to look up its coordinates and fnd the cache box. These coordinates can be found by going to www.
navicache.com and searching the Idaho Falls area. T-shirts, fyers, and coupons will be stashed in these geo-caching boxes, which will be
placed throughout the area. As people go to these caches, they will fnd the items. This will increase word-of-mouth among the college
students and generate excitement about the store and website.
Volunteering
To reach our promotonal objectve of increasing awareness, Big Bear Outlet will invest in sponsorships and volunteering its tme at local
events. These minor sponsorships include supplying Gatorade and water for the teams at local school sports games. Big Bear Outlet
will also place labels of its logo on these botles. This will cost about forty dollars for a pad of water botles. This will increase name
recogniton and will capitalize on Big Bear Outlets secondary target marketmoms with families. It would also increase awareness
with local families. Big Bear Outlet will also volunteer its tme at local events such as the Teton Dam Marathon, Relay For Life, and
the Boy Scouts of America 2009 Invitatonal Sportng Clays Shoot taking place in Idaho Falls. By volunteering at community events
and representng Big Bear Outlet well, it will increase awareness with families and college students and create a positve relatonship
between the store and its publics. Along with volunteering at community events, the stores management and employees will also give
out free Big Bear Outlet t-shirts at these events. While free t-shirts will be an additonal cost, it heavily targets our target market of
college students. T-shirt giveaways will also be a source of free advertsing around the local college campus.
Our total costs equal around 10,917.29 dollars. This media plan will help Big Bear Outlet reach its marketng objectves of increasing
awareness, name recogniton, and increasing trafc in the store and website. This campaign will also create a consumer base as it
reaches out to natonal audiences.
12
Advertising Budget
13
Theatre Commercial
14
Big Bear Outlet t-shirt
15
Scroll Advertisement
16
D
Internet Sales Manager
Phone: 208.716.3465
1178 University Blvd
Rexburg, ID 83440

^,
9:00 a.m. - 6:00 p.m.
Monday - Saturday
15% off First Purchase
Power Sports Gear
Outdoor Accesories

Business Card
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Flier Targeting College Students
Powering Your Adventure
What ever your adventure may be, Big Bear Outlet has the prices,
quality and merchandise to power it. Let the games begin.
Left off HWY 20, next to Rexburg Motor Sports
www.bigbearoutlet.com 208.356.4000
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Flier Targeting Families
Powering Your Adventure
Whether your adventure is camping, shing, hiking or just looking good
all day long--Big Bear Outlet has what you need at affordable prices.
Now you can splurge for the steak tonight and let him rest his
game hand.
Left off HWY 20, next to Rexburg Motor Sports
www.bigbearoutlet.com 208.356.4000
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Flier for Geo-caching
Powering Your Adventure
Lets play hide and seek!
Big Bear Outlet now has a geocache location! Grab your GPS, map and
your hiking boots and stop by the store to get the coordinates and let the
adventure begin. Once you nd the cache, open it up and get the code.
You are now the owner of a free Big Bear Outlet T-Shirt. Bring the code in
to redeem your prize and dont forget to tell your friends how fun it was.
Left off HWY 20, next to Rexburg Motor Sports
www.bigbearoutlet.com 208.356.4000
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Direct Mail
Postage
At Big Bear Outlet we care
just as much as you do about
your Boy Scouts. Thats why
were offering a discount to
anyone that is shopping for a
new wilderness backpack for
their scout adventures. Come
in to our store in Rexburg
and tell us your group
number and well hook you
up!
Happy adventures!
The Big Bear Outlet
1178 University Blvd.
Rexburg, ID 83440
Powering Your Adventure
Take25%offallbackpackpurchasesfor
boyscouts!
www.bigbearoutlet.com 208.356.4000
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Social Networking Sites
Twiter
We will utlize Twiter, a new Social networking site, to gain new followers and to feature Big Bear Outlets Big Deal of the Day every
day. Twiter is free to sign up for and easy to fnd people that will beneft the company. It also is a great tool because it is comprised
entrely of status updates which will allow Big Bear Outlet to directly post their informaton and their deals every day and anything else
that may beneft its customers, and it goes out to anyone that is following them. In order to fnd new followers, there is a tab opton
under the link Find new people to invite by email. The emails that we obtain through the email blast and others interested in receiving
email, can be entered here and requests will be sent to all those people.
Facebook
We will utlize Facebook by advertsing with Facebook Ads. On the lef hand side of the page on Facebook, there are several ads.
Some of them are big business sponsored and some are homemade ads. The homemade advertsements are the most cost efectve
in checking how Facebook will end up doing as far as an advertsement tool. To create an ad there are two optons, we recommend
choosing the pay per impression opton and setng it to 1,000 impressions at .28cents per view. This equals a total of $280 for
Facebook advertsing. As well in Facebook advertsing, you can choose whom your advertsement is directed to. By choosing specifc
demographics you can aim it towards college students, residents in Rexburg or people all over the globe. Just add a picture and a couple
lines of text and make it link back to www.bigbearoutlet.com and the ad is set to run.
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Billboard
1178 University Blvd, Rexburg, ID 83440
Phone: 208.356.4000
Big Bear Outlet
www.bigbearoutlet.com
Supplies To Power Every Adventure!
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Radio Advertisement
Radio Spot: 30 seconds
SFX: Fire crackling throughout whole commercial.
SFX: An owl hoots for 2 seconds.
Son (younger voice): Dad, can you pass the marshmallows?
Dad (middle aged voice): We dont have any.
Son: How about some hot dogs?
Dad: Sorry, none of those either.
Son: Well how about we ride the quads?
Dad: Cant, no gas.
SFX: Cricket chirp
SFX: Owl hoots for 2 seconds
Son: What are we going to do?
Dad: We are going to sit here and stare at our expensive outdoor gear, because dad didnt listen to mom (as his voice quivers from
sorrow) and go to Big Bear Outlet for beter equipment at great prices.
SFX: Owl hoots once.
Voice over: Big Bear Outlet not only powers your adventure but makes it so you can actually do it with the money you save. Big Bear
Outlet, Powering your adventure.
Stop by and check out our great deals at Big Bear Outlet located right next to Rexburg Motor Sports in Rexburg, Idaho or visit us at our
website at www. Bigbearoutlet.com.
24
E-mail Blast
Powering your Adventure
Free Power Sports Gear
Sign up now to win $250 worth of Power
S 8 8 C C

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Big Bear Outlet
u 8
Rexburg, ID 83440
Phone: 208.356.4000
www.bigbearoutlet.com
l k PC !
$11.99
S k A C
$8.99
Sooners T-shirt
$9.99
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25
Water Bottle Labels
Big Bear Outlet
Powering your Adventure
Our mission is to get
people outdoors!
But power sports
and camping gear is
too expensive. Thats
why Big Bear Outlet
decided to give you
aordable, quality
outdoor and power
sports gear to power
every adventure!
1178 University Blvd, Rexburg, ID 83440
Phone: 208.356.4000
www.bigbearoutlet.com
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Closing Statement
At Empowered Advertsing Agency, our mission is to help you thrive. By doing what we do best, we empower you to go out and reach
your goals and achieve your dreams for your business. We have looked closely at each of your objectves and have carefully crafed a
campaign to reach those goals within your budget. We will increase visits to your website using our Geocaching and social networking
campaign, and by emphasizing the website on every piece of creatve. The sweepstakes will also increase actvity on the website while
generatng a free e-mail distributon list that you can use for future advertsing blitzes. We will increase awareness of your company and
dedicaton to your company among the college community using events such as Geocaching and advertsing to them directly through
their own newspaper, The Scroll, and a door-to-door fier campaign. We will also increase business from your secondary target market,
the families of Madison County and the surrounding areas through our sponsorship at sportng events and our Boy Scout discount
program. Our Big Idea, Powering Your Adventure has been carefully woven throughout our campaign helping everyone who is exposed
to it realize that Big Bear Outlet has something to ofer them specifcally. Our advertsing will be carried out in excitng and bold style,
making it memorable and engaging. We thank you again for coming today and look forward to working with you in the future.
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Advertising Team
Bre Christensen
Creatve Director
Bre Christensen is a junior from Dallas, Texas. She is pursuing a major in Communicatons
with an emphasis in Advertsing and a cluster in Marketng. She enjoys creatng and
designing, the outdoors, and spending tme with her friends and family.
Brianne Herr
Creatve & Media Manager
Brianne is a senior from Gilbert, Arizona. She is pursuing a major in University Studies with
double minors in Advertsing and Clothing Constructon and a cluster in Educaton. Her
hobbies include sewing and designing clothing, being with family, swimming and going to
the lake and anything related to music.
Rebecca Chidester
Chief Executve Ofcer
Rebecca is a senior studying Organizatonal Communicatons with clusters in History and
Marriage and Family Studies. She is from Colorado Springs, CO. She loves horseback riding,
collectng wildfowers, and bird watching. Afer graduatng in ten days, she will be atending
graduate school and pursuing a degree in Adult Educaton.
Advertising Team
Tom Welker
Media Buyer
Thomas is a Junior Studying Communicatons. He is just recently married and loves to go
hiking with his wife. He is an avid walker, as his car is broken, so spends a lot of his day
enjoying nature.
Stephen Brubaker
Chief Marketng Ofcer
Interests: Anything outdoors, I love surfng, long boarding, fshing, hiking, spending tme
with family and friends. I also enjoy computers and creatng websites. Some of my greatest
ambitons include getng the most out of every aspect of my life. I believe that when we
strive to do our best in everything we do we will fnd success and happiness.
mpowered
Advertising Agency
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