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TABLE OF CONTENTS Market Research 2 Secondary Research Findings 2 Primary Research Findings 4 Economic Impact

TABLE OF CONTENTS

 

Market Research

2

Secondary Research Findings

2

Primary Research Findings

4

Economic Impact

4

Position .....................................................................................................

13

Offer .........................................................................................................

13

Creative Concept

14

16

17

18

22

Creative Execution Materials

27

Budget

37

Budget

Explanation

37

Budget

Table

39

ROAI

40

Campaign Reach

 

40

Reach Table

42

Determining Price and Costs

42

 

Profit Projections

43

References

46

Presentation Slides

47

MARKET RESEARCH 1

MARKET RESEARCH

1

Market Research

Market Research Primary data was found using a variety of methods. For the participant survey, emails

Primary data was found using a variety of methods. For the participant survey, emails were sent to those on the participant list with relevant information and the incentive offer to encourage them to respond. A reminder email was sent out to the participants a week after the original email. The original email had an open rate of 35.2% and a click rate of 11.3%. The reminder email had an open rate of 31.4% and a click rate of 5.8%. The total response rate for the survey was 11.6%. All emails were recorded as delivered creating a bounce rate of 0%. For the nonparticipant survey, several different groups were targeted to ensure that the data included runners in varying geographic locations. Emails were sent to various running groups, track clubs, and individual runners in states along the east coast or the eastern half of the country. It was hypothesized that they would be most likely to travel for a marathon in Newport News due to its close proximity. The email to nonparticipants also included the incentive. A reminder was not needed for the nonparticipants because the number of responses received was sufficient. A response rate cannot be calculated for nonparticipants as some respondents shared this survey with others and therefore the number of people who received the survey cannot be tracked.

Secondary data was collected on marathons or special events in Virginia, Maryland, and North Carolina within the months of February and March as these were determined to be the most likely to directly compete with the One City Marathon (OCM). Competing events were identified and analyzed.

Secondary Research Findings

Below is an overview of competing marathons in North Carolina, Virginia, and DC during March 2016 (Race Menu, 2015). These events could be used as sources for ideas and ways to differentiate the OCM. A brief description of the races and corresponding events is discussed as well as a price comparison to the OCM.

North Carolina

The Umstead Trail Marathon is located in Raleigh North Carolina on March 5, 2016. This race is not a Boston Qualifier. This event only offers a full marathon and is marketed as a trail race. This event only allows 200 participants and costs $70, which is slightly less expensive than the lowest OCM registration fee. There does not appear to be any coinciding activities and alcohol is not allowed in the park where the race takes place (Umstead Trail Marathon, 2015). Due to the lack of events, singular race type, and the disallowance of alcohol, this event is unlikely to compete with the OCM.

The Ellerbe Marathon takes place in Ellerbe, North Carolina on March 12, 2016. This event is limited to 100 runners and is only offered as a full marathon. There is a pasta dinner, which runners can pay to attend as well as a post-race meal. The early registration fee is $65, which is less expensive than the OCM. Something interesting about this race though is that the proceeds from both meals go towards a charity (Ellerbe Marathon, 2015). This race is small in scale and the events associated with it are unlikely to attract a large crowd. Therefore, this race is not likely be much competition for the OCM.

The Wrightsville Beach Marathon is located in Wrightsville Beach, North Carolina and takes place on March

The Wrightsville Beach Marathon is located in Wrightsville Beach, North Carolina and takes place on March 20, 2016. There are several different races offered including a full marathon, half marathon, relay marathon, 5K, and one-mile fun run. There is also a pasta dinner the night before the race. The full marathon costs $100, which is slightly more expensive than the OCM’s highest registration fee (Wrightsville Beach Marathon Madness, 2015). This event could be some competition for the OCM because it has a wide selection of races though there is only one additional event.

Virginia/DC

The Rock ‘n’ Roll Marathon takes place in Washington DC on March 12, 2016. There are three races: 5K, half marathon, and full marathon. This event is a Boston Qualifier. The event features live entertainment on the course, a concert at the finish line, and a complimentary post-race beer. On the Thursday and Friday before the race, there is a health and fitness expo. The DC marathon is part of a series of marathons across the globe. Participants have the option to gain extra medals by participating in multiple cities. The current marathon entry fee is $105, which is $10 more expensive than the highest OCM registration fee with the possibility that the DC fee may increase as the race approaches (Rock 'n' Roll Marathon Series, 2015). This race does not offer any particular benefits in terms of outside events or registration packet gifts. The race in DC could compete with the OCM but it is doubtful that the tour across different cities would pose a threat to the OCM as that attracts a much more travel oriented marathon runner than the OCM likely would.

The Virginia Creeper Marathon is located in Abington, Virginia. The 18 th annual race will take place March 20, 2016 as a full marathon only. This event is run on the Virginia Creeper Trail and the entry fee is $15, which is significantly lower than the OCM fee. While this event is a Boston Qualifier, it does not have many amenities and there appear to be no outside events. No medals or t-shirts are given. The event has a participant cap at 100 runners (Virginia Creeper Marathon, 2015). This event is in a rural area, has no correlating events, and can only handle a small number of people. It is unlikely that this event would directly compete with the OCM.

The Yuengling Shamrock Marathon in Virginia Beach will take place March 20, 2016. This event offers several different race types including a full and half marathon, an 8k, and a children’s one mile run. This event is a Boston Qualifier. There is also a student challenge for the 8K where students age 5-18 will receive a reduced price registration. There are also multiple adult “challenges” which involve completing different combinations of races throughout the weekend. Last year 30,000 runners participated. The weekend event included a two-day sports and fitness expo, post-race bands, and course entertainment. The cheapest marathon registration is $110, which is $15 more expensive than the OCM’s most expensive marathon registration (The Yuengling Shamrock Marathon 2016, 2015). This event attracts a large quantity of people to what is already a significant tourist attraction. The Shamrock Marathon is strong competition for the OCM.

Primary Research Findings

Participants

Primary Research Findings Participants The survey was sent out to 190 past marathon participants and yielded

The survey was sent out to 190 past marathon participants and yielded 22 responses for a response rate of 11.6%. There was a fairly even distribution between men and women and among the age ranges. The vast majority of respondents were Caucasian and earned more than $50,000 a year. Sixty-two percent of respondents have a master’s degree or higher. Almost 86% of participants traveled fewer than 50 miles for the marathon and 84% did not spend a single night in Newport News. This value is likely due to the fact that 90% reported living locally. The zip codes reported by respondents illustrated a fairly even disbursement of participants with the zip codes 23602 and 23608 having a slightly higher percentage. Both of these zip codes are within Newport News. Sixty percent of respondents participated in the 8K race, 35% ran in the full marathon, and 5% completed the Nautical Mile. Most respondents found out about the OCM through friends/family, Facebook, and press releases. All other channels had little to no effect in reaching potential participants. The average overall experience rating for the event was 8.6 out of 10. All aspects were rated on average a seven or higher except for the price, timing, and criteria related to the pasta dinner and speaker. The speaker, dinner, food quality, timing, and price all had an average rating of approximately three. The sections which had the lowest ratings also had a noticeably lower response rate and were located towards the end of the survey which could mean that those who were most dissatisfied chose to respond while others who were more ambivalent may have skipped these questions resulting in inaccurate findings .

Nonparticipants

Sixty people responded to the nonparticipant survey and after removing those who reported that they were not runners there were 58 usable responses. Most respondents were female and the most popular age was over 50. More than half of the respondents reported earning over $50,000. The most popular option for favorite race distance was the half marathon followed by the 5K then the full marathon. Sixty five percent of respondents were out of state residents and over 96% said they would travel to attend a race. What attracted people to races most was location followed by race type, local attractions, and then pre/post-race events. The most effective methods for communicating race information were digital (social media, email, websites/online), select print media (magazines and mail), and, preeminently, word of mouth. Approximately 35% of the nonparticipant respondents had heard of the OCM.

Economic Impact

Geographic Dispersion

Ninety five percent of respondents were from the state of Virginia and 55% were from Newport News. Overall, two states (Virginia and North Carolina), and 14 different zip codes were represented.

Figure 1: Participant Location by In State vs. Out of State Figure 2: Participant Location by
Figure 1: Participant Location by In State vs. Out of State Figure 2: Participant Location by

Figure 1: Participant Location by In State vs. Out of State

Figure 1: Participant Location by In State vs. Out of State Figure 2: Participant Location by

Figure 2: Participant Location by City

LOCAL IMPACT BY ZIP CODE 23690 23601 5% 10% 5% 5% 5% 5% 4% 4% 4%

LOCAL IMPACT BY ZIP CODE

23690

23601 5% 10% 5% 5% 5% 5% 4% 4% 4% 19% 14% 23185 5% 23661 23693
23601
5%
10%
5%
5%
5%
5%
4%
4%
4%
19%
14%
23185 5%
23661
23693
23602
23608
23188
23114
28314
23176 5%
23666 10%
23607 23606

Figure 3: Participant Location by Zip Code

Income and Education

Approximately 80% of respondents earned $50,000 or more annually. Ninety percent had obtained some form of college degree with the largest percentage having obtained a master's degree.

LOCAL IMPACT BY ZIP CODE 23690 23601 5% 10% 5% 5% 5% 5% 4% 4% 4%

Figure 4: Participant Income

Figure 5: Participant Education Level Miles Traveled and Length of Stay The large majority of respondents
Figure 5: Participant Education Level Miles Traveled and Length of Stay The large majority of respondents

Figure 5: Participant Education Level

Miles Traveled and Length of Stay

The large majority of respondents traveled under 50 miles to attend the race with just 10% having traveled between 51 and 100 miles and 5% having travelled 201-500 miles. No runners reported traveling between 101 and 200 miles.

Figure 5: Participant Education Level Miles Traveled and Length of Stay The large majority of respondents

Figure 6: Number of Miles Traveled To Attend OCM

Sixteen percent of runners stayed the night with two runners staying for one night and one runner staying for three nights. This makes sense as the majority of runners lived in the area and did not travel far to attend the race.

Figure 7: Number of Nights Stayed in Newport News Figure 8: Percent of Participants Who Stayed
Figure 7: Number of Nights Stayed in Newport News Figure 8: Percent of Participants Who Stayed

Figure 7: Number of Nights Stayed in Newport News

Figure 7: Number of Nights Stayed in Newport News Figure 8: Percent of Participants Who Stayed

Figure 8: Percent of Participants Who Stayed Overnight vs. Making a Day Trip

Average Expenditures

The day-trip visitor’s average expenditures were measured by calculating the average in each spending category (lodging, dining, gasoline, retail purchases, and admissions to local attractions). The lodging category is not applicable as day-trip visitors did not spend the night. The most money on average was spent on dining at $9.50, followed by gasoline at $5.20.

Figure 9: Average Travel Party Expenditure for Day-Trip Visitors Figure 10: Average Travel Party Expenditure for
Figure 9: Average Travel Party Expenditure for Day-Trip Visitors Figure 10: Average Travel Party Expenditure for

Figure 9: Average Travel Party Expenditure for Day-Trip Visitors

Figure 9: Average Travel Party Expenditure for Day-Trip Visitors Figure 10: Average Travel Party Expenditure for

Figure 10: Average Travel Party Expenditure for Day-Trip Visitors

The overnight visitor’s average expenditure was calculated in the same way but the

dollar amount reflects the average spent per day. For this group the largest spending category on average was retail purchases, followed by dining, then gasoline, then lodging. Runners spent on average $75 on retail purchases.

Figure 11: Average Travel Party Expenditure per Day for Overnight Visitors Figure 12: Average Travel Party
Figure 11: Average Travel Party Expenditure per Day for Overnight Visitors Figure 12: Average Travel Party

Figure 11: Average Travel Party Expenditure per Day for Overnight Visitors

Figure 11: Average Travel Party Expenditure per Day for Overnight Visitors Figure 12: Average Travel Party

Figure 12: Average Travel Party Expenditure per Day for Overnight Visitors

The average spending for each category was found by multiplying the number of day trip visitors by the average spend per visitor listed in Figure 9. It is important to note that for day-trip and overnight visitors this number was calculated using the number of people who responded to the question about spending, not the number of people who responded to the survey. These numbers reflect what should have been spent based on the average amount spent per person and the number of runners. On average $95 should have been spent on dining by day-trip visitors and $260 by overnight visitors. For both segments, this should have been the highest or one of the highest categories of spending.

Figure 13: Total Average Travel Party Expenditures for Day-Trip and Overnight Visitors Direct Impact The direct
Figure 13: Total Average Travel Party Expenditures for Day-Trip and Overnight Visitors Direct Impact The direct

Figure 13: Total Average Travel Party Expenditures for Day-Trip and Overnight Visitors

Direct Impact

The direct impact was calculated by adding the real expenditures of participants and reflects the actual dollars spent during the OCM on the various spending categories. For day- trip visitors the most money was spent on dining at $95. Dining was the second highest expense for overnight visitors at $520 and the highest category overall at $615. The actual numbers for day-trip visitors are the same because the averages were calculated per day and they spent only one day. The actual spending for overnight visitors was calculated by multiplying the average daily spend per overnight visitor times the number of nights spent in total by all the overnight visitors. The total dollars spent overall was $2,072.

Figure 13: Total Average Travel Party Expenditures for Day-Trip and Overnight Visitors Direct Impact The direct

Figure 14: Actual Expenditure by Each Segment and in Total

POSITION, OFFERS & CREATIVE CONCEPT 12

POSITION, OFFERS & CREATIVE CONCEPT

12

Target Audience

Position

Target Audience Position Primary - The Out-of-Towners (non-local marathon runners and relay runners) College graduate, upper

Primary - The Out-of-Towners (non-local marathon runners and relay runners) College graduate, upper middle to upscale social class, income ranging between $70,000 - $100,000, employed in management level occupation, ages 35-54, mostly homeowners with kids, mix of white, Asian, Hispanic, rewards member at GNC, subscribes to Forbes

Secondary - The Energizer Bunnies (local marathon runners) Some college, middle to upper middle social class, income ranging between $50,000 -

$80,000, employed in white collar administrative occupation or mid-ranking military service, ages 25-44, mostly homeowners with kids, mix of white, black, Asian, Hispanic, shops at Dick’s Sporting Goods, subscribes to Runner’s World, listens to podcasts

Secondary - The Average Bears (local 8K runners and fun runners) Some college, lower middle to middle social class, income ranging between $35,000 - $60,000, employed in working class or military service, ages 25-44, mix of homeowners and renters with kids, mix of white, black, Hispanic, holds a YMCA membership, frequents Water Country USA

Positioning Statements

The Out-of Towners: To the traveling marathon runner, the Newport News One City Marathon is the challenge you need with the community you want.

The Energizer Bunnies: To the local marathon runner, the Newport News One City Marathon is the challenge you need with the community you love.

The Average Bears: To the local beginner/moderate runner, the Newport News One City Marathon is a weekend focused on health, family, and fun.

Offer

The offer objective is to motivate people to register for the Newport News One City Marathon. Offers extended to the non-local marathon and relay runners should emphasize the benefits of the destination and the event itself. Some of the main features, which make the event attractive to consumers, are listed below. These will be highlighted and converted to benefits throughout the campaign.

Benefit Support:

  • Boston-qualifier

  • 2 nd annual event

  • Hosted by the city of Newport News, presented by NNTV

  • Sponsored by several local businesses

  • Volunteers from local schools and other community-based organizations will be stationed throughout the course

  • Marathon layout incorporates all parts of the city

 Supports charities that will impact the community - Fear 2 Freedom, The Center for Sexual
  • Supports charities that will impact the community - Fear 2 Freedom, The Center for Sexual Assault Survivors and Transitions Family Violence Services

These target consumers will need to travel to ultimately participate in this race so they need to see what makes Newport News a great place to run and leisurely enjoy. Offers extended to marathon runners, whether local or not, should convert the features of the race into direct benefits for the consumer. In order to reduce the risk of accepting the offer by registering some sort of compensation such as a free trial or money back guarantee would have to be given. While these are options, they would ultimately not be beneficial in creating a profitable campaign and therefore were not incorporated.

The offer’s creative appeal is emotional. These events can be physically demanding and require training prior to participation. The offer prompts the consumer to enjoy the challenge of the race and the celebration with the town. The offer challenges the consumer to develop his or her self, complete this challenge, and enjoy this support.

In executing the offer, the strategy of cross-selling will be implemented. The goal is for more than a single individual to register. The offer should inspire the runner to register herself for the marathon, her husband for the 8K and her child for the Nautical Mile. This strategy will result in a higher number of registrants at a lower cost to the Newport News One City Marathon team because the campaign will achieve multiple registrations in catering to one highly-targeted consumer.

Creative Concept

This campaign directly challenges the consumer to register for a Newport News One City Marathon race with the tagline, RUN ONE. The brand’s big idea is Unity. Although the event involves a race competition, it is perceived as more of a mutually beneficial means of raising each other to new heights as one driving force, as one city. The Newport News One City Marathon is more than just a race; it is an entire weekend full of events that celebrate a vibrant community. The tone of materials is forthright and animated while the look and feel is structured chaos mixing sleek lines and solid fonts with free flowing images. All marketing materials in this campaign are designed with the big idea in mind and contain the tagline. This consistent branding is done to ensure a cohesive campaign that persuasively communicates the offer.

MESSAGE & MEDIA 15

MESSAGE & MEDIA

15

Communication Plan 16

Communication Plan

Communication Plan 16
Communication Plan 16

Media Mix Table

Media Mix Table Criteria “Out -of- Towners” “Energizer Bunnies” “Average Bears” Media Mix Postcard Series Postcard

Criteria

“Out-of-Towners”

“Energizer Bunnies”

“Average Bears”

Media Mix

Postcard Series

Postcard Series

Postcard Series

Email

Email

Email

Magazine

Magazine

Magazine

Social Media

Newspaper

Newspaper

Pandora

Social Media

Social Media

TV

TV

Radio

Radio

Pandora

Pandora

In-Person

In-Person

Objectives

4 th of July Postcard: Holiday inspired, distributed to all segments at the end of June Halloween Postcard: Holiday inspired, distributed to all segments at mid- October New Year’s Postcard: Holiday inspired, distributed to all segments at the end of December Email: Personalized, bi-monthly emails to all segments to motivate inquiries/registration Magazine: Multiple ads in a variety of national magazines to gain out-of- town and local awareness and participation Newspaper: Local newspaper ads in the Daily Press to gain local awareness and participation Social Media: Facebook and Twitter ad campaigns to gain attention, inquiries and registration of online social media users Google Adwords: Cost per click advertisements that pop up every time a google user searches a certain word. Words used will include but are not limited to: “marathon” “Newport News” “runner” TV Commercial: Locally aired television ads to reinforce other mediums to local potential participants Radio: Local radio station advertisements to reinforce other mediums; Pandora: Targeted Pandora internet radio advertisements to gain local and non-local attention and participation. Segmented by demographics in the targeted segments. In-Person: Local expo booth visits, Daily Press Women’s Show to reach the in-person market (those who have not seen the ads in other

Response

mediums) Postcard Series: All postcards will have calls to action to ignite response

Mechanisms

rates and registration Email: All outbound personalized emails will have links to registration and information on races and events Magazine: Magazine ads will have calls to action to increase out of town as well as local response rates Social Media: All online advertisements will have direct calls to action to register and learn more about the One City Marathon In-Person: Expo booths at multiple events will have the ability to register on the spot, or visit the website to register/learn more

Message and Media Explanation The costs of each creative marketing piece take into account all production

Message and Media Explanation

The costs of each creative marketing piece take into account all production materials, printing, and labor costs. Postage and shipping are included in the final budget.

Magazine Ads

Four magazine ads will be placed in Endurance Magazine, US Airways Magazine, Runner’s World, and Competitor Magazine. Endurance Magazine ($640/ad) will have one advertisement placed in their annual Fall Shoe & Runner Resource Guide” edition in October. Runners World ($6,870/ad) will have the following month’s advertisement in November. This leaves US Airways ($7,000/ad) and Competitor Magazine ($7,800/ad) to December. Due to high travel rates in December for the holidays, many readers will see the ad in US Airways Magazine. The purpose for the magazine advertisements is to gain non-local awareness and participation in the Newport News One City Marathon. Market research demonstrates select print media was one of the most effective methods for communicating race information. The total cost of magazine advertisements is $22,310.

Social Media (Facebook and Twitter)

A Facebook and Twitter social media ad campaign will be held starting in August and ending in January of 2016. Because of the relatively low price per engagement for Twitter ($2), the campaign budget can be allocated per day/week/month based on client preference. Twitter is an excellent source of advertisement. Sponsored tweets pop up at the top of the targeted segment’s Twitter Feed for maximum exposure. Charges are only incurred if a response is generated, thus making it cost effective and useful. Facebook charges per thousand impressions ($5). Both mediums are able to target the pre-determined segments by age, gender, and interests. These mediums within the social media campaign will provide a reach of over 500,000. Market research illustrates the most effective methods for communicating race information were digital. The total budget for the Social Media campaign is $3,500.

Google Adwords

Google Adwords will be placed on the internet five times throughout the marketing campaign. Adwords works in a bidding format in which the marketer determines the amount of money willing to be spent per day. The most effective method for the campaign is cost per click,

which is $2 per click. A competitive bid will allow the advertisement to be seen when words like

“marathon” and “Newport News” and “running” are searched on Google. This medium is similar to Facebook and Twitter, yet the Google user targets themselves for the marketer. By searching a word like “marathon,” he/she will be immediately exposed to the advertisement on the right side of the search window. Non-participant survey data demonstrates digital mediums were most effective in communicating race information. Google Adwords will give the campaign the ability to reach over 150,000 people over the course of the marketing campaign. The total budgeted amount for Google Adwords is $6,000.

Email

Email An email will be sent out to a rented list of addresses bi-monthly from May

An email will be sent out to a rented list of addresses bi-monthly from May 2015 through February 2016. This will come to total of six emails throughout the campaign. The market research explains that digital marketing is one of the most effective mediums for communicating race information. Email is an extremely cheap source of advertising and list rental will be able to fit the target segments. List rental comes to a cost of $300 per thousand. Tracking and management of the emails will be $75/month. The total for email advertising is $2,700 giving the campaign a reach of 5,000 people.

In-Person

Four in-person events will be attended and an expo booth will be set up at each. The Daily Press Women’s show held annually in January will cost $500. The remaining three expo booths will be set up at the Rock N’ Roll Half Marathon in Virginia beach in August, the Crawlin’ Crab Half Marathon in Hampton in November, and the Richmond Marathon also in November. Survey data of non-participants exposed word of mouth marketing as an effective medium for communicating race information. A total of 10,000 flyers will be printed to bring and hand out during the events. The three race expo booths will cost $1,175 per event for a total in-person marketing budget of $4,026.

Direct Mail Postcard Series

Three post cards will be sent out in a series linked with a major holiday over the marketing campaign. The first postcard for July 4 th will be sent out in late June. Many marathon runner sign up far in advance for a race and July is far enough after the previous Newport News One City Marathon to send an advertisement. Halloween is the next postcard in the series. It

will be sent out in mid-October; Halloween was chosen because it is the start of the major holiday season. The postcards are sent on holidays to create a family connection, as there are races for all ages and runner levels. The postcard is designed to put people in a position to stay motivated throughout the cold fall and winter months. The final post card will be sent in late

December for arrival around New Years. Many people make New Year’s resolutions and The

Newport News One City Marathon is a perfect event to keep the target segments on track.

Market research showed direct mail as one of the top marketing mediums for communicating race information. The total cost for the postcard series is $594.

Newspaper Advertisement

The newspaper ad will be featured in the Daily Press local newspaper to gain local attention and participation. At $500 per ad, the marketing team budgeted for eight advertisements. The advertisement will be one quarter of a page. Each ad will run in eight different weeks over the months of November ’15 through February ’16. It was decided that the ad be placed in the Feature section on either Wednesday or Friday as that is the second most read section and those are the second most read days. This marketing medium was used in

the previous year’s marketing campaign and will be used again in the 2016 campaign. The total

the previous year’s marketing campaign and will be used again in the 2016 campaign. The total cost for the newspaper advertisement series is $4,000.

Pandora Radio Advertisement

Pandora online radio hosts ads to their free listener base. An advertisement is played

about every 10 songs and is between 15 and 30 seconds long. The cost per advertisement is $10 per thousand, so the ad will be hitting 1,000 screens every time an ad is purchased. Pandora also allows for targeted segmentation of the listener audience. A total of 250 advertisements will be purchased over the course of the marketing campaign for a total cost of

$2,500.

  • 30 Second TV Advertisement

One, 30-second, TV ad produced by WTKR will be aired 25 times over the course of the advertising campaign. Ten ads will be aired on the Sunday CBS Morning News, leaving 15 ads for the nightly evening news. With the allotted budget, the most impact the campaign can make on viewers will be at the times listed because those are the two most watched news times. The evening news is $50 more expensive per ad, but will offer more viewership than the Sunday morning news. This medium was also used in last year’s marketing campaign and will be repeated in the proposed campaign. A total reach of 1.2 million viewers will allow more exposure. Ten ads per week are being used to maximize exposure.

  • 30 Second Radio Advertisement

One, 30-second, radio ad produced by Sinclair Communications will be aired 48 times over the course of the marketing campaign. 93.7 BOB FM has a listenership within the target

segment and will be aired in the morning drive-time between six and nine a.m. 106.1 is a country music station, which will also have the advertisements aired during the morning drive- time. The morning drive time will hit the maximum reach, which has been calculated to around 740,000 listeners per week. The reach number was calculated from the average percentage of the market of radio listeners in the Hampton Roads area in a quarter hour. It was then multiplied by the number of radio advertisements aired per week. This marketing medium was

used in the previous year’s campaign and has been selected again for the 2016 marketing campaign. The total cost of radio advertising is $4,060.

CREATIVE EXECUTIONS 21

CREATIVE EXECUTIONS

21

Explanation for Creative Execution Each creative deliverable features the campaign’s big idea, similar design elements, and

Explanation for Creative Execution

Each creative deliverable features the campaign’s big idea, similar design elements, and

multiple calls to action with the registration link. Sponsors and charity partners receive full recognition in each of the creative print items, helping to validate the brand by associating it with brands familiar to the target market.

Postcard Series

In order to connect with families in the local area, the postcard series will support the brand by keeping the Newport News One City Marathon relevant throughout the year. This

campaign’s postcards will be themed and distributed slightly before three major holidays: July 4 th , Halloween, and New Year’s.

Postcard 1: July 4 th

This design highlights the 4 races in 1 weekend, effectively communicating the offer to the consumer of more than just a race, but a full series of events. The first in its series, this card emphasizes celebration, unity, and community to the Energizer Bunnies and Average Bears.

Postcard 2: Halloween

With its playful Halloween features and fun-filled copy, this card communicates to the consumer that the Newport News One City Marathon has something for everyone. It is a fun challenge for which the consumer must rush to register.

Explanation for Creative Execution Each creative deliverable features the campaign’s big idea, similar design elements, and

Postcard 3: New Year’s

A full series of events centered on health and fitness as a community should capitalize on the popular New Year’s resolution time frame. This campaign proposes the dispersal of a New Year’s themed postcard, which links that motivation to this event. The consumer has a problem and registering for the Newport News One City Marathon is the solution.

22

Poster

Poster This campaign’s poster features the names of the different races, vivid imagery, but also, imagery

This campaign’s poster features the names of the different races, vivid imagery, but also,

imagery to maintain campaign consistency, summary schedule, the primary brand logo, and the campaign’s big idea. Several creative execution items, such as the poster, contain a QR code, which, if scanned, takes the consumer directly to the registration page.

Poster This campaign’s poster features the names of the different races, vivid imagery, but also, imagery

Outbound Email

Outbound Email Using much of the layout from an earlier space ad, this email provides an

Using much of the layout from an earlier space ad, this email provides an example of how the other creative execution pieces can be presented on various platforms. This email holds multiple calls to action, contains links to several parts of onecitymarathon.com, and connects the recipient to One City Marathon’s social media channels. Buttons and sections break up the information in digestible chunks for the consumer and a personalized header serves as a simple way to differentiate the offer to the consumer.

Since email will be used throughout the campaign, modified versions of the body copy for this layout will be utilized depending on the time of year and urgency of registration. This creative execution offers the full package of a weekend of events focused on uniting the consumer with the Newport News community.

Outbound Email Using much of the layout from an earlier space ad, this email provides an
Space Advertisements The space ads draw attention to the weekend of events and highlight a strong

Space Advertisements

Space Advertisements The space ads draw attention to the weekend of events and highlight a strong

The space ads draw attention to the weekend of events and highlight a strong call to action along with the key information: event name, date, summary schedule, and link to register. Two space ads were designed for this campaign: one for a 1/3 page ad and one for a 1/4 page. The same information is communicated but the size and layout have been adjusted for typical ad specifications.

Space Advertisements The space ads draw attention to the weekend of events and highlight a strong

Radio Advertisement

This creative execution is designed to put the listener in the ‘runner’ mindset…to place them in the race experience and simulate what it is like to be a part of the Newport News One City Marathon. This ad primarily targets Energizer Bunnies and secondarily targets Average Bears. Energizer Bunnies want a challenge and this ad prompts those listeners to take on the challenge they have been searching for by registering for the Newport News One City Marathon.

Space Advertisements The space ads draw attention to the weekend of events and highlight a strong

Pandora Advertisement

Using the attention-grabbing radio ad as the audio

for this creative execution, this campaign’s Pandora ad

visually provides the key information for the event in addition to emphasizing the weekend of events rather than a single race. The only difference in the audio between the

radio ad and the Pandora ad is the addition of a brief

instructing statement at the end of the ad: “Click the ad to register now!”

Space Advertisements The space ads draw attention to the weekend of events and highlight a strong

25

Google Advertisement Linking to OneCityMarathon.com, this ad calls upon the target consumer to register for the

Google Advertisement

Linking to OneCityMarathon.com, this ad calls upon the target consumer to register for the weekend of events in a clean and well-organized format. This creative execution represents an adaptation of aforementioned materials customized to the size and specifications Google requires for their ads.

Twitter

Google Advertisement Linking to OneCityMarathon.com, this ad calls upon the target consumer to register for the

Limited to 140 characters, tweets must communicate the key points of the brand message in a very short amount of space. This creative execution calls the reader to action, prompting him or her to register for one of four events. A shortened URL takes the reader to the registration page.

.
.

Facebook

The combination of both an image (space ad) and a well-crafted call-to-action effectively communicate the brand message to the consumer. #1City, #RUNONE and #NNOCM associate the post directly with the event and link this post to any reference with those hashtags. This campaign does not recommend long Facebook captions (3 lines of text or more) but keeping captions between 1 and 3 lines should work well. In addition, this campaign will only feature Facebook posts with a combination of photo and text as every post without a photo suffers a substantial opportunity cost.

Google Advertisement Linking to OneCityMarathon.com, this ad calls upon the target consumer to register for the

Postcard 1

Postcard 1 Creative Execution Materials 27

Creative Execution Materials

Postcard 1 Creative Execution Materials 27

Postcard 2

Postcard 2 28
Postcard 2 28

Postcard 3

Postcard 3 29
Postcard 3 29

Poster

Poster 30
Poster 30

Outbound Email

Outbound Email 31
Outbound Email 31

Space Advertisements

Space Advertisements One-Third Page Quarter Page 32
One-Third Page Quarter Page
One-Third Page
Quarter Page
Space Advertisements One-Third Page Quarter Page 32

Radio Script for FM and Pandora

Radio Script for FM and Pandora Pandora Graphic 33
Radio Script for FM and Pandora Pandora Graphic 33

Pandora Graphic

Radio Script for FM and Pandora Pandora Graphic 33

Online Advertisements

Online Advertisements Google Ad Twitter 34
Google Ad Twitter
Google Ad
Twitter
Online Advertisements Google Ad Twitter 34

Facebook

Facebook 35
Facebook 35
BUDGET AND ROAI 36

BUDGET AND ROAI

36

Budget

Budget Budget decisions were made based on which mediums were most effective according to the primary

Budget decisions were made based on which mediums were most effective according to the primary research data along with what mediums served to maximize reach while managing costs. The cost of different media type was determined through outside research or data provided by the client.

Budget Explanation

Magazine

The rates for Competitor and US Airways were provided for the client. The rates for Endurance and Runner’s World were found on their respective websites (2016 Advertising Rates, 2015) (Advertise, 2015). It was determined that one ad per publication would be most effective within the maximum spending limit.

Digital

Twitter offers a service of Promoted Tweets, which are priced, based on bidding for keywords at cost per engagement. There is the option to set a budget cap, which can be modified at any point during the campaign (Ads Pricing, 2015). For the proposed campaign, the cap is set at $2 per engagement to ensure 500 engagements. Facebook operates on a similar biding system with a spending cap except the pricing is on a cost per thousand basis. The average CPM for the right column ads of the proposed campaign is $4.622 (eMarketer, 2013) and therefore the budget estimates a CPM of $5. Google AdWords prices based on cost per click with the option to set a daily budget. The range of average cost per click is $1-$2 (How Much Does Google AdWords Cost?, n.d.). The proposed campaign conservatively estimates the cost per click to be $2. The cost of email had to take into account the list rental as well as tracking emails and managing the email database. To manage the emails a service would need to be purchased. The proposed campaign employs Mail Chimp at $75 a month for unlimited emails with 5801- 10,000 subscribers. This service allows for automation to time emails, targeting, and data tracking (Pricing, 2015). The list rental itself is approximately $300 per thousand (Marketing Sherpa, 2007).

In-Person

The budget for In-Person events was based on client provided data regarding the cost of participating in these events the previous year. All rates for the printing and shipping of marketing materials to be handed out at events are based on VistaPrint (VistaPrint, 2015). The number of flyers to be printed was determined based on the number of flyers printed the previous year for similar events as provided by the client.

Other Print

Other Print Direct mail postcard cost was determined through VistaPrint (VistaPrint, 2015) at well us the

Direct mail postcard cost was determined through VistaPrint (VistaPrint, 2015) at well us the United States Postal Office websites (Postal Price Calculator, 2015). The number of postcards to be mailed was determined based on what percent of the budget was reasonable to allocate towards direct mail based on the mediums effectiveness according to primary research data.

The rates for advertising in the Daily Press as well as information about their readership was provided by the Daily Press advertising sales department. This allows the proposed campaign to place 8 advertisements in the Daily Press.

Radio/TV

Information about radio and television rates, excluding Pandora, was provided by the client based on last year’s data. Within the confines of the budget, it was determined that 24 FM radio ads could be purchased on both 93.7 and 106.1 resulting in 48 total radio advertisements. For television, 25, 30-second advertisements will run across two different time slots. Costs for Pandora are calculated as a cost per thousand (Pandora Advertising CPM Rate, 2014).

Budget Table

Budget Table Category Cost/Unit Number of Units Total Cost Magazine Endurance Magazine $640 per ad 1

Category

Cost/Unit

Number of Units

 

Total Cost

Magazine

     

Endurance Magazine

$640 per ad

 
  • 1 $

640.00

US Airways Magazine

$7000 per ad

 
  • 1 $

7,000.00

Runners World

$6,870 per ad

 
  • 1 $

6,870.00

Competitor Magazine

$7800 per ad

 
  • 1 $

7,800.00

       

Digital

     

Social Media

     

Twitter

$2 per engagement

 
  • 500 $1,000

Facebook

$5 per thousand

 
  • 500 $2,500

Google Adwords

$2 per click

 

3,000

$

6,000.00

Email

     

List Rental

$300 per thousand

 

6

$

1,800.00

Tracking and Management

$75 per month

 

12

$

900.00

       

In-Person

     

Daily Press Womens Show

$500 per event

 

1

$

500.00

Expo Booths (Rock N Roll Virginia Beach, Crawlin Crab Hampton, Richmond Marathon)

$1,175 per event

 

3

$

3,526.00

Flyers

     

Printing

$0.0475 per flyer

 

10,000

$

475.00

Shipping

   

$

13.00

       

Other Print

     

Direct Mail Postcards

     

Printing

$0.037 per postcard

 

15,000

$

555.00

Shipping

   

$

39.00

Postage

$0.35 per postcard

 

15,000

$

5,250.00

Daily Press

$500 per ad

 

8

$

4,000.00

       

Radio/TV

     

Pandora

$10 per thousand

 

250

$

2,500.00

WTKR

     

Sunday CBS Morning News

$150 per 30 second ad

 
  • 10 $

 

1,500.00

Evening News

$200 per 30 second ad

 
  • 15 $

 

3,000.00

Sinclair

     

93.7

$85 per 30 second ad

 
  • 24 $

 

2,040.00

106.1

$85 per 30 second ad

 
  • 24 $

 

2,040.00

       

Total

   

$

59,948.00

Campaign Reach

ROAI

Campaign Reach ROAI In order to project return on marketing investment (ROAI), the total campaign reach

In order to project return on marketing investment (ROAI), the total campaign reach must be established. The different media types were researched to determine their individual reach thus resulting in a total campaign reach.

Magazines

Endurance magazine has a readership of 120,000 per month (Advertise, 2015). US Airways Magazine reaches 1.4 million passengers per month (Inflight Advertising, n.d.). Research shows that “80 percent of frequent flyers have read or looked through their airline’s inflight magazine in the past month” resulting in a reach of 1.12 million for the proposed campaign (Transport: Rates for In-flight Magazine Adertising, 2008, p. 33). Runner’s World magazine has a reach of 2.75 million (2016 Advertising Rates, 2015) and Competitor magazine has a reach of 1.25 million (Competitor, 2015).

Digital

Spending on digital media was broken into three categories each with their own reach. For social media reach was calculated through Twitter and Facebook reach. On Twitter, advertising is priced at cost per engagement for Promoted Tweets (Ads Pricing, 2015). To estimate the reach, the number of engagements was calculated at 500 engagements based on the $1000 budget and the $2 cost per engagement. Research reveals that the average

engagement rate is 2% (Social Times, 2014) and by dividing 500 engagements by 2% the reach of the proposed Twitter campaign would be approximately 25,000. Facebook prices are based on viewed impressions so the number of impressions paid for directly correlates to the reach for this medium (Ads Basics, 2015). Based on the allocated budget and the pricing structure of cost per thousand, the reach for Facebook is 500,000. This value brings the total reach for social media to 525,000. Google Adwords operates on a cost per click payment structure, which under the proposed budget results in 3,000 clicks. The average click through rate is 2% (Average CTR, n.d.), gaining a possible reach of 150,000 impressions.

For email, a list of 5,000 is being rented which combined with the client’s current database,

is estimated to consist of 2,500 emails based on last year’s registration amount. Acknowledging the reality that some emails will bounce back or be filtered out as spam, this proposal

conservatively estimates that one third of the emails sent will not be factored into the reach resulting in a total email reach of 5,000.

In-Person

The reach for various in-person activities was provided by the client as an estimate based on the event participation from the previous campaign. For the Daily Press Womens Show there was a reach of approximately 2,000 and for the three other expos attended (Rock N Roll Virginia

Beach, Crawlin Crab Hampton, and Richmond Marathon), there was a total approximate reach of 25,000. These

Beach, Crawlin Crab Hampton, and Richmond Marathon), there was a total approximate reach of 25,000. These numbers are estimates based on engagements and the number of materials handed out.

Other Print

The direct mail postcard series will be sent to 5,000 addresses based on what is budgeted for their creation and postage costs. The Daily Press provided information about their reach and stated that they have a weekly readership of 54,000 people.

TV/Radio

WTKR television viewership was provided by the client for the previous year as being 1.22 million over 61 commercials, which equates to 20,000 per commercial. As the proposed campaign calls for 25 commercials, the reach for the television component would be 500,000. Pandora is priced per thousand and therefore reach is directly correlated to dollars spent, as the budget allocates $2,500 for Pandora advertisements, the reach for this media is 25,000. For FM radio, the research demonstrates that the average quarter-hour persons (AQH Share) for rock and country stations, similar to the ones proposed in this campaign, in the Virginia Beach and Norfolk area is 6.2 (Norfolk-Virginia Beach, 2015). AQH Share is the average number of people listening to a station for at least five minutes during a quarter hour expressed as a percent of the total listener base. The total listener base for the surrounding area is conservatively estimated at 1 million which when multiplied by the 6.2 AQH provides a reach of 62,000 per radio station. This number was then multiplied by the number of advertisements being run per week (12) resulting in a reach of 744,000 per radio station and a total reach of 1.488 million for FM radio as a whole within the proposed campaign.

Total

The total reach for the proposed campaign, combining all individual media elements, is 8,019,000. This number is used to calculate the number of responses necessary to break even as well as achieve different levels of profitability. A line item breakdown of each media and its corresponding reach can be found on the next page.

Reach Table

Reach Table Category Reach Magazine Endurance Magazine 120,000 US Airways Magazine 1,120,000 Runner's World 2,750,000 Competitor

Category

Reach

Magazine

 

Endurance Magazine

120,000

US Airways Magazine

1,120,000

Runner's World

2,750,000

Competitor Magazine

1,250,000

   

Digital

 

Social Media

 

Twitter

25,000

Facebook

500,000

Google Adwords

150,000

Email

5,000

   

In-Person

 

Daily Press Womens Show

2,000

Expo Booths (Rock N Roll Virginia Beach, Crawlin Crab Hampton, Richmond Marathon)

25,000

   

Other Print

 

Direct Mail Postcards

5,000

Daily Press

54,000

   

Radio/TV

 

Pandora

25,000

WTKR

500,000

Sinclair

 

93.7

744,000

106.1

744,000

   

Total

8,019,000

Determining Price and Costs

ROAI was calculated by determining the profit earned at varying levels of response. Several calculations were made to establish the assumptions needed to find ROAI. First, the average registration price was calculated by averaging the registration price for all races at all price levels, including the military discount. Next, the average variable cost was calculated by averaging the variable cost for each race type. The fixed cost was determined by the total dollar amount spent on the proposed campaign.

These assumptions were then used to calculate the unit contribution per registration, which was found by
These assumptions were then used to calculate the unit contribution per registration, which was found by

These assumptions were then used to calculate the unit contribution per registration, which was found by subtracting the variable cost from the average registration price. The unit contribution is how much profit is made on average per registration.

These assumptions were then used to calculate the unit contribution per registration, which was found by

Using the unit contribution and the fixed costs, the breakeven point can be found. The breakeven point is the number of race registrations needed in order to break even on the initial outlay expressed in the fixed costs. Breakeven is calculated by dividing the fixed costs by the unit contribution.

These assumptions were then used to calculate the unit contribution per registration, which was found by

Profit Projections

Profit projections can be found for various levels of response rates by first calculating the number of registrations that would be achieved at various response rates. This is done by multiplying the response rate by the total campaign reach, which is stated above as over 8 million. The number of registrations is then multiplied by the unit contribution to achieve the projected profit at that response rate. For the proposed campaign, three levels of response were determined and profits were forecasted based on these rates. The low level of response, 0.025% was chosen because it is just over the breakeven point and results in a profitable campaign even at such a relatively low response rate. The medium level of response is 0.035%, which results in over 2,800 registrations. This number is appropriate because it allows the marathon to grow from last year without setting an unreasonable goal. The high level of response is 0.045%, which would result in a large increase in registrations from the previous year, but not an impossible one. This level of response would be a best-case scenario.

Response Rates

These assumptions were then used to calculate the unit contribution per registration, which was found by

Return on Advertising Investment (ROAI)

These assumptions were then used to calculate the unit contribution per registration, which was found by

43

At all response rates, the proposed campaign is profitable. Such low response rates are needed in

At all response rates, the proposed campaign is profitable. Such low response rates are needed in order to not only make the campaign profitable but also quite successful because of the wide reach of the proposed media channels. As expected, the cost per response goes down as the number of responses increases because the fixed costs of the proposed campaign are spread out over a larger number of people.

Cost Per Response

At all response rates, the proposed campaign is profitable. Such low response rates are needed in
REFERENCES 45

REFERENCES

45

References

References (2015). Retrieved from VistaPrint: http://www.vistaprint.com/ 2016 Advertising Rates . (2015). Retrieved from Runner's World: http://www.mediakit.runnersworld.com/

(2015). Retrieved from VistaPrint: http://www.vistaprint.com/ 2016 Advertising Rates. (2015). Retrieved from Runner's World:

http://www.mediakit.runnersworld.com/ Ads Basics. (2015). Retrieved from Facebook for Business:

https://www.facebook.com/business/help/220734457954046

Ads Pricing. (2015). Retrieved from Twitter Business: https://business.twitter.com/help/ads- pricing Advertise. (2015). Retrieved from Endurance Magazine:

http://www.endurancemag.com/advertise/ Average CTR. (n.d.). Retrieved from Word Stream: http://www.wordstream.com/average-ctr Competitor. (2015). Retrieved from Competitor Group:

http://competitorgroup.com/media/competitor/ Ellerbe Marathon. (2015). Retrieved from Ellerbe Marathon:

http://www.etinternet.net/~runrbike/esmfront.htm eMarketer. (2013, June 20). Facebook's Ad Offerings Show Wide Variation in Price, Performance. Retrieved from http://www.emarketer.com/Article/Facebooks-Ad-Offerings-

Show-Wide-Variation-Price-Performance/1009987

How Much Does Google AdWords Cost? (n.d.). Retrieved from WordStream:

http://www.wordstream.com/blog/ws/2015/05/21/how-much-does-adwords-cost

Inflight Advertising. (n.d.). Retrieved from IMM International: http://www.imm- international.com/us-airways-inflight-advertising/ Marketing Sherpa. (2007). Retrieved from Renting Email Lists:

https://www.marketingsherpa.com/article/how-to/renting-email-lists-costs-deliverability Norfolk-Virginia Beach. (2015). Retrieved from Radio Online: http://ratings.radio-online.com/cgi-

bin/rol.exe/arb109

Pandora Advertising CPM Rate. (2014). Retrieved from Site Ad Wiki:

http://www.siteadwiki.com/2014/03/pandora-advertising-cpm-rate.html

Postal Price Calculator. (2015). Retrieved from Unitd States Postal Service:

http://postcalc.usps.com/Postcards.aspx?m=8&dpb=0&mdt=2015/11/18%2013:00

Pricing. (2015). Retrieved from MailChimp: http://mailchimp.com/pricing/ Race Menu. (2015). Retrieved from Running in the USA: http://www.runningintheusa.com/Race/ Rock 'n' Roll Marathon Series. (2015). Retrieved from Run Rock n Roll:

http://www.runrocknroll.com/dc/ Social Times. (2014). Retrieved from Ad Week: http://www.adweek.com/socialtimes/twitter-

tailored-audiences/498837

The Yuengling Shamrock Marathon 2016. (2015). Retrieved from Shamrock Marathon:

http://www.shamrockmarathon.com Transport: Rates for In-flight Magazine Adertising. (2008, April). Retrieved from Tourism- Review.com. Umstead Trail Marathon. (2015). Retrieved from Umstead Marathon:

http://www.umsteadmarathon.com// Virginia Creeper Marathon. (2015). Retrieved from State of Franklin Track Club:

http://www.runtricities.org/creepermarathon/

Wrightsville Beach Marathon Madness. (2015). Retrieved from Wrightsville Beach Marathon: http://www.wrightsvillebeachmarathon.com/plan-for-your-event/pasta-dinner/
Wrightsville Beach Marathon Madness. (2015). Retrieved from Wrightsville Beach Marathon:
http://www.wrightsvillebeachmarathon.com/plan-for-your-event/pasta-dinner/

PRESENTATION SLIDES

Presentation Slides

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