Presented by SKY FLO

May 17, 2021


Account Manager
Account Planner
TABLE OF CONTENTS
Team Introduction...Page 1
Section I
Exectutive Summary...Page 2
The Brief...Page 3
The Target...Page 4
Section II
The Client...Page 5
Findings and Insights...Page 6
Big Idea...Page 7
Section III
Creative Strategy/Direction...Page 8
Creative Executions...Page 9
Integrated Media Plan and Budget...Page 10
Summary...Page 11
TEAM INTRODUCTION
Hello my name is Pamela! I am an advertis-
ing major with a focus in management. I’m
currently working in the business admin for
the California Department of Public Health.
But I’m ready to explore and see where I
can grow in the marketing and advertising
field once I graduate. I love music and I al-
ways use it to fuel my motivation everyday.
Hi, my name is Shamsia! I am an adver-
tising major. I am also in the management
track of advertising. I am interested in
working in teams in order to achieve goals
of designing new creative designs in the
world of advertising. Living in a tech savvy
world; specially being in the Bay Area has
had a lot of influence in leading me to be an
Advertising major.
Creatives
Hi! My name is Joel and I’m part of the
creative team for Sky Flo Agency. I am an
Advertising major who has an interest in all
things creative, tech, and design. Living in
the bay area has had an influence on my
interest in tech and integrating my passion
for art and design into it.
Greetings! My name is Cameron and I will
be graduating this semester with a degree in
advertising with a concentration in marketing
communications. I am currently working as a
social media manager for a start-up sneaker
app and i look forward to growing in my ca-
reer. I enjoy learning, fashion, art, basketball,
fitness, and film photography.
 Executive Summary
San Jose is one of the largest major cities in California and is mostly known for its boom-
ing technology hub. San Jose is the third most populous city in California and is a melting
pot of various cultures from those who reside in the city. Apart from the hustle of the busy
lives people have, San Jose has many beautiful sites and food options to offer. Rose
Garden Picnic’s combines these interests with their luxury picnic rental services. They
set up most of their luxury picnics at the San Jose Municipal Rose Garden. They offer
different types of packages for their customers, which is a perfect break to relax away
from the stress of the busy city life.
Our team hopes to help Rose Garden Picnics capture their target audience and increase
their business. This small business is still in the works of starting up and making a name
for themselves in the market. However, we hope to bring an increase of awareness to
their business by connecting with individuals in their target market and learning their
interests. Our creative strategy plan will also market their business in a unique and fresh
way. The message that we want to convey to the audience is that Rose Garden Picnics
is a romantic get-away for anyone who wants to share a special moment with others they
care about. A luxury picnic is an all inclusive experience that anybody can enjoy to slow
down and smell the roses.
The Brief
The Challenge
Luxury picnic rental services are more popular within larger cities in SoCal such as L.A
and are still a relatively new idea being introduced to the Bay Area. Although the Bay
Area is also a diverse community, the demographics and lifestyle of the Bay in com-
parison to L.A are very different. This means the marketing campaign for Rose Garden
Picnics must be unique and strategic in order to get an effective reach and capture the
attention of the target audience. The major cities of the Bay Area are also much more
spread apart compared to SoCal, therefore, it is important to focus on building a reputa-
tion on the San Jose community before expanding towards other cities.
Primary Objective
Our main objective of this campaign is to help build more awareness towards Rose
Garden Picnics. We want to help this small business build its name within the San Jose
community. We created the tagline “Effortless Planning for Maximum Romance” to por-
tray the feeling of a romantic escape to the audience. Our team wants to showcase that
a romantic luxury picnic is an experience that anybody can enjoy.
 The Target
The Young Zelennial
There is a line that is drawn between the two generation groups of Gen Z and Millenni-
als. Rose Garden Picnic target age group audience is around 20-35 years old which is
a middle cusp between both generation groups. Most people within this age group are
young adults either still in college or young working adults.
Stay At Home Mom’s
Stay at home mothers spend most of their time caretaking for the house and children.
However, many stay at home mom’s still desire their own personal time either social-
izing with their friends or going out on a date. Due to the responsibilities that they have
at home, planning their own personal day activities can be a challenge. A picnic rental
service would be ideal for them since it removes the hassle of planning for them.
LGBT+
Rose Garden Picnic sets the mood of a romantic get-away for those who book with them.
They support the notion that “love is love” and “love does not discriminate.” With Califor-
nia already having a large LGBT+ community, they want to create a setting where people
can be themselves and enjoy their luxury picnic where they will be judgement free.
The Client
Strengths
With the limitations over what people are able to do due to the corona-virus pandemic,
people are looking for outdoor activities where they can maintain their social distance
from other groups. A luxury picnic rental service is a perfect way that people can book
with their immediate circles. Picnic rentals services are still relatively new business and
have become popular through social media. Rose Garden Picnics can easily customize
their packages to fit the needs and aesthetics of any person who books with them.
Weaknesses
Rose Garden Picnics is still in their starting up phase and is run solo by one person. Be-
cause they are new the business still lacks proper licensing to include their own food and
drive for the picnics that are set up. Although they are able to partner other established
caterers to provide food for the picnics this does add a higher price tag for the customer
in the package. And with the current pandemic they are only able to host small parties up
to four people at a picnic.
The target audience for picnic rental services is also a very niche market and caters to
a specific group of people who have interests in using social media, photography and
outdoors. Reaching this target audience needs to be done in a creative and fresh way to
capture their attention.
Opportunities
New opportunities that can be worked towards Rose Garden Picnics as they grow is
partnering with more local pastry and beverage businesses. By partnering up they can
promote one another and build a relationship with other small businesses. Once the
pandemic restrictions are lifted there is potential for Rose Garden Picnics to host larger
picnics for events such as bachelor/bachelorette parties or company outings. Another
great opportunity would be expanding their services outside the Bay Area and towards
L.A that has a huge fixation of influencers on social media.
Threats
A major threat to this business is the weather, most people want to picnic when the
weather is warm and sunny. This limits the demand for picnic rentals to occur mostly
around spring and summer time. California in recent years has also experienced major
heat waves where wildfires make outdoor activities dangerous due to smoke in the air.
Weather can be an unpredictable factor that can interfere with booking picnics.
 Findings and Insights Big Idea

Insights
18-34 year old women are more likely to reserve a picnic
People would be more interested in this service during the summer or warmer months
“Effortless Planning for Maximum Romance” Not everybody has the time to put together
a fabulous romantic escape. We want to add a little more spice to your dates without you
worrying about planning anything, except for what you will wear.
Our goal is to attract people who are interested in gathering together to share a special
moment and enjoy the beautiful sceneries that San Jose has to offer.

Findings

People enjoy the originality of this service

People like the fact that this business supports women and the LGBTQ community
People found it more convenient if this service were to provide food and/or drink
 Creative Strategy/Direction
We would like to represent Rose Garden Picnics as a romantic experience that is made
for everyone - especially the LGBTQ community. We want to make sure that everyone
feels comfortable, not judged while using this service. This experience will create the
idea that romance is in the air, no matter what gender, age, ethnicity, or sexual orienta-
tion you are. We would also like to be the go-to date idea for men that have no clue how
to be romantic. Rom-com movies have really inspired us and our creative examples.
Creative Executions
Social Media: stories and posts will lead our consumers to the main profile where they
will be able to access our website in order to book a reservation.
Card: the QR code that is located on the back of every business card will lead the con-
sumer to the website where they can book a reservation.
Social Media: Instagram, Twitter, TikTok, YouTube
Instagram: 25-34 year-olds represent the largest advertising audience, followed closely
by 18-24-year-olds. Offer a mix of pictures and videos.
Twitter: 45% of their audience is 18-24 year-olds. Good platform to use because it is
easy to reply to consumers and build relationships.
TikTok: 42% of their audience is aged 18-24. Most downloaded app in 2020. Easy to
showcase the picnic service.
YouTube: YouTube reaches more 18-34-year-olds than any other TV network. Second
most popular website in the world.
 Integrated Media Plan and Budget Summary

Budget $30,000 Our team’s goal is to create a marketing plan that highlights the beautiful picnic settings
created by Rose Garden Picnics and help improve on their brand’s identity. Our plan is to
Print: be engaging to our target audience by having interactive advertisements. The purpose of
Newspaper: The Mercury News our campaign is to show that everybody is welcomed and that this business takes pride
$475.80 per month in love and positive attitudes.
3 month frequency
Tota:l $1,427.40

Business Cards: 800 cards

$0.25 per card
Total: $200 total

Social Media Advertising:

Instagram: $2.00 CPC (cost per click)

1000 Impressions $2,000
Frequency: 4 months
Total $8,000

TikTok: $10.00 CPM (cost per 1000 views)

Flat fee $500
$5000 per month
Frequency 2 months
Total $10,500

Visual:
RomCom
Camera Crew: $25 hour

Outdoor:
Santa Clara VTA system
$125 per month
Frequency 6 months
Total $625

TOTAL $20,752.40

Business media plan notes :

Tiktok audience consists of mostly males. Percentage of men using tiktok is 56% women
is 44%

Age is mostly consistent over teens and 20’s

Thank You