BrandAid Media Guide Final Copy

Bringing Voodoo Doughnutto Life in Madison, Wi

MEDIA GUIDE: follow procedurefor best results.

BrandAID

the operating table: handtailored to voodoo’s specific media needs.

1. Our purpose

2. meet the specialists

3. Campaign diagnosis

4. Preliminary examination

5. Product & brand profile

6. Target market research

7. Competitive & Geographic analysis

8. Branded first–aid kit

9. Doctor‘s note

BrandAID We are diverse thinkers, rooted in creativity, who collaborate to enhance your business and strengthen your brand through reputable media strategies. We promise substantial, measurable results from our diligent research and firm action. Routine may come with typical medical procedures, but there is nothing routine about the methodology we practice to reach all our clients’ individual goals. We have discarded a ‘one size fits all’ idea and instead,crafted an elastic approach with perfectly tailored objectives to specific needs. We aid in aligning your emerging businesswith its destined success to gain a competitive edge in the workforce.

Sometimes you just have to rip off the Band-Aid and get down to business with BrandAid.

meet the specialists

Samantha WolfDigital Campaign

Manager

Ford AlbertResearch Analyst

Walker CoffmanCreative Director

Hailey HoppensteinProduct Manager

Kara EndahlDirector of Marketing

Jenna MeltzerDirector of Growth

Strategy

No examination can be completed without the help of each ofour expert specialists. Beginning with a thorough diagnosis and

ending with a smooth recovery, we endure every step we takewith precise detail in order to reach a desired result.

As we put our lives in our doctor’s hands, we invite you to put your brand in ours.

campaign diagnosis

Voodoo Doughnut, a funky bakeshop with visionary desserts, will launch a new store in Madison, Wisconsin on Friday, February 17, 2017. With a $65,000 budget accounting for all costs, BrandAid will exceed Voodoo Doughnut’s expectations in their upcoming location in Madison, Wisconsin. BrandAid leaves their mark, with no scab patching over unresolved business. By the end of the twelve week launch period and through the rest of theyear, our media strategy will translate into an average in-storetransaction of $20, and at least 40 speciality orders per week. In addition, the traffic counts will reach an average of 250 visitors daily Monday through Thursday, 300 visitors every Friday, and an average of 350 visitors Saturday and Sunday. Customerswill crave a Voodoo doughnut not just for the mouth-watering taste, but also to become connected to the brand’s culture. The intoxicating feeling Madison’s Voodoo Doughnut will soon evoke is a task no other media agency will be able to emulate.

Making a diagnosis is an intricate cognitive task that involves both logical reasoningand pattern identification.

prelminary examination

Strengths-Voodoo founders, Kenneth Pogson and Richard Shannon, have strong business experience, specifically in the restaurant industry.-They learned about doughnuts from the ground up from doughnut masters: threeguys that have about 100 years of doughnut making experience combined. -Have a strong, established social mediapresence with 163K likes on Facebook,25K followers on Twitter, and 18.9K onInstagram.-Can appeal to a wide variety of consumerswith their large selection of 100+ uniquedoughnuts.

Opportunities-According to the US Census Bureau, consumers in the East North Central region, which includes Wisconsin, accounted for the highest share of doughnut eatings (23.2%). -Doughnuts are an affordable, comfortfood consumed by 60.84% of the households in 2015.-Along with the current exercise movement, 26% of consumers say theyexercise so that they can eat what theywant, i.e. savory treats such as doughnuts.-Doughnuts have become prominent innext level dessert trends.

Threats-The doughnut industry is a hard industryto successfully perform in due to its timeand temperature sensitivity.-According to Experian Marketing Services,65% of respondents agreed with the statement, “I try to eat healthier thesedays.”-Along wiht a 7% increase of adults since2013 who eat gluten-free versions of food,younger consumers, specifically aged 18 to34, are significantly more likely to currentlyeat gluten-free foods, which are unavailableat Voodoo Doughnut.-Dunkin’ Donuts has 57.5% of the doughnutfranchises’ market share with two storesalready in Madison, WI, potentially makingit hard for Voodoo Doughnut to break into the market.

Weaknesses-Yelp reviewers complained about the length of lines/waiting time.-They only accept cash payments, which has beenlabled as an inconvenience and results inloss of sale.-Since their founding, they have only spent a mere $5,000 on advertising which leads toless exposure.-Their inappropriate names for various doughnutscauses parents to not want to bring their children to Voodoo Doughnut.

Sources:http://www.huffingtonpost.com/2010/12/21/richard-shannon-kenneth-pogson-voodoo-doughnut_n_910202.htmlhttp://www.agr.gc.ca/eng/industry-markets-and-trade/statistics-and-market-information/by-region/united-states/market-intelligence/doughnuts/?id=1410083148515http://www.statista.com/statistics/283198/us-households-consumption-of-donuts--doughnuts-trend/http://academic.mintel.com/display/752377/?highlight#hit1http://academic.mintel.com/display/752606/?highlight#hit1http://www.franchisechatter.com/2014/03/25/franchise-chatter-guide-how-dunkin-donuts-and-krispy-kreme-are-dominating-the-donut-franchise-segment/

Before taking drastic measures, it is crucial to look at a patient’s medicalrecords in order to better find a curethrough examining internal andexternal factors.

product & brand profile

Voodoo Doughnut has satisfied more than mere hungry cops’ sweet cravings since its establishment in Portland, Oregon, in 2003. Though co-founders Tres Shannon and Kenneth “Cat-Daddy” Pogson began with little to no experience baking dough-nuts, their six stores’ success can be attributed to more than just “The Magic in the Hole.” Shannon and Pogson combined their business and marketing expertise with their twist on branding an untraditional doughnut shop. Voodoo not only seduces those with a guilty pleasure for all things glazed, but they also welcome those with an appreciation for stimulating experiences. They offer quality-crafted bacon-topped doughnuts,wedding ceremonies performed by ordained ministers, and musicwritten by the “Deep Fried Boodie Band.” Voodoo has also partnered with Rogue Ales to create six alcoholic beverages inspired by their constantly changing array of over 100 doughnuts.Customers are promised a pleasent surprise sprinkled within each pink doughnut box with ingredients ranging from bubble gum dust to cayenne pepper. More importantly, Voodoo invites customers to join their community filled with eating contests, local artists’ performances and vow renewal ceremonies. Shannonand Pogson may have launched their first doughnut shop in downtown Oregon, but they have grown to “run a circus” booming with worldwide success.

We understand our patients on alevel beyond their medical historyand their yearly exams. We develop a confidential relationship that helps us to not only diagnose them physically, but also internally.

Sources:http://www.foodbeast.com/news/beyonce-starbucks-cup/http://www.cpr.org/openair/story/interview-tres-shannon-co-owner-voodoo-doughnuthttp://articles.latimes.com/2011/feb/20/nation/la-na-hometown-portland-20110220http://voodoodoughnut.com

target market research

Trendse

tters

Overall

Up & Comers

Mavens

Ececti

cs

Skeptic

s

Millenials Ages 18-2360%

50%

40%

30%

20%

10%

0%

Our primary target, “The Trendsetters,” can be best described as Voodoo’s Loop doughnut; they are always in “the loop” and full of radiating colors. In Madison, the average household compostion is one person with no children, an average age of 26.7 and an average income of less than $25,000. This is mostly dueto the fact that The University of Wisconsin is located in Madison, suggesting a large population of recent graduates as well as current students. This leads usto discussing the Trendsetters segment. Fifty percent of Trendsetters are between the ages of 18 and 23, the most popular millennial segment within the new Voodoo shop’s zip code. When making a decision to purchase, Trendsetters mainly consider price tags, sales promotions, and TV advertising. Trendsetters are extremely sociable and enjoy listening to alternative, classical, and all-news radio stations. They are often found grabbing a drink at State Street Brats or at The Arctic Monkeys’concert. This unique group is the first to find an ecletic experience and won’t hesitate to publish their discovery for their friends and followers to see. They are highly active on social media, constantly posting about all of their weekend events across various platforms. A Trendsetter is one to Instagrama graphic and “hip” picture of uncommon doughnuts, making others want to trythem as well. Approximately 62% of Trendsettersprefer to only use cash, a distinction that makes shopping at Voodoo Doughnut, a cash-only business, especially convenient. Staying connected, up-to-date, and innovative is this target’s primary focus, while others just anxiously wait to hear about what’s hip from the Trendsetters.

Residents Age in 53703

Num

ber o

f Res

iden

ts

Upon a thorough examination, this is wherewe come to our consensus in order toensure a smooth recovery into the relocation process.Sources:

http://www.oracle.com/us/industries/consumer/interbrand-cg-retail-cx-wp-2400662.pdf http://www.city-data.com/zips/53703.htmlhttp://academic.mintel.com.ezproxy.lib.utexas.edu/display/542937/http://www.esri.com/~/media/Files/Pdfs/data/esri_data/pdfs/tapestry-singles/segment23.pdfhttps://segmentationsolutions.nielsen.com/mybestsegments/Default.jsp?ID=20

competitive & geographicanalysis

Competitive ProfileIan’s PizzaLocated at 100 State Street (0.2 miles from Voodoo Doughnut location)Yelp rating: About: In 2012, Ian’s Pizza came to State Street and inmmediately became popular for it’s pepperoni, Mac’ n’ cheese, and buffalochicken pizzas. Madison locals have even gotten engaged here, and it has also become a late night tradition, especially for UW studentsafter a night of partying. Ian’s will be both a neighbor and a direct competitor to Voodoo Doughnut.

Greenbush BakeryLocated at 1305 Regent Street (1.5 miles from Voodoo Doughnut location)Yelp rating: About: Founded in 1996 and named after the neighborhood in which it resides, Greenbush doughnuts has an established presence in Madison catering to both locals and students. With owners that are committed to each other (married for 51 years), the city of Madison, and staying eco-friendly, Greenbush truly cares about their local enviroment, which has led to a high level of customer loyalty. As the onlyKosher certified bakery in Madison, they make a point to serve food made from high quality and fresh ingredients.

Lane’s Bakery & CoffeeLocated at 2304 S. Park Street (1.6 miles from Voodoo Doughnut location)Yelp rating:Since 1954, Lane’s Bakery & Coffee has been a local Madison staple for delicious cake, doughnuts, coffee, and their legendary kringle. Lane’s has cemented their presence in the Madison community with four generations as a family-run business. They reach all ages of Madison locals, and they take great pride in their service as they claim to know all of their customers on a first-name basis.

Dunkin’ DonutsLocated at 801 S Park St. and 739 S Gammon Rd. (3.4 miles from Voodoo Doughnut location)Yelp rating: Founded in 1950, Dunkin’ Donuts has developed a strong national presence and has 57.5% of doughnut franchises’ market share. With two Madison locations, brand awareness, and brand loyalty, Dunkin’ Donuts may not have the best ratings, but it still should be considered. Its high percentage market share and large total number of three million daily customers speak to the importance of considering them a fierce competitor. Their cheap, fresh coffee and variety of 52 doughnuts consistently give customers exactly what they are looking for.

Geographic Profile Madison, Wisconsin, home to 245,691 people and 18,693 business, is an ideal location for Voodoo Doughnut. With an upwardtrend in economic growth, Madison recieved its highest business ranking ever in Forbes annual list in 2014. A large reason for this growth is the pro-business policies that have been implemented in the Capitol City of Wisconsin. These policies have helped the Madison economy become a welcoming enviroment for innovative minds, similar to Kenneth Pogson and Richard Shannon. With about 14 million visitors annually, Madison is a large tourist attraction where visitors contributed $1.9 billion in totalbusiness spending in 2014. With large events such as the Madison Winter Festival, tourism is often the first impression of the Madison community for potential business investors. Another big attraction is the Arts and Culture scene, featuring Museum Mile, which stretchesfrom the Capitol to the UW-Madison campus. Along this mile lies State Street, which is in the middle of Downtown Madison and is thefuture home of Voodoo Doughnut. With a wide variety of shops, bars, and eateries, the historic State Street is a main reason why Madison draws national notice asa destination for foodies. Also, State Street’s restaurants help contribute to the $595 million of annual food service sales in Madison. At the end of State Street, the University of Wisconsin, our nation’s #8 party school, is home to 43,389 students that fit our target marketage of 18 to 23. These students love to drink and eat on State Street at places like Ian’s Pizza and soon - Voodoo Doughnut.

Sources:http://quickfacts.census.gov/qfd/states/55/5548000.htmlhttp://host.madison.com/wsj/news/local/govt-and-politics/wisconsin-receives-highest-business-climate-ranking-ever-in-annual-forbes/article_5f8fdbcf-aab5-54a1-be61-9d312275cb57.htmlhttp://www.businessclimate.com/madison-economy-invites-innovation-discovery/www.visitmadison.comhttp://www.wisc.edu/about/facts/http://www.collegeatlas.org/top-party-schools.html

We must have a strong immune system to fight off any diseases that will harm our patient’s health. Before we can prescribe medicine, we must understand the root of the ailment.

branded first–aid kit

The Monroe TimesBlack & White Rates: Mon-SatPer inch: $34.00Full page: $4,080.00

Combination Rates: Stateline Buyers’ Guide

Color Rates: Use B/W rate plus the followingapplicable costs: B/W 3 cExtra: $225.00

Inserts: Preprint Inserts--CPM Annual Frequency 1-11 48+less than 4 tab 65.00 54.004 tab pg 78.00 62.008 tab pg 80.00 65.0012 tab pg 84.00 70.0016 tab pg 89.00 73.0020 tab pg 92.00 75.0024 tab pg 95.00 77.0028 tab pg 98.00 79.00 Reservations must be made at least 3 business days prior to distribution.

Newspapers Wisconsin State Journal SAU Open Per Inch: Mon-Sat= $112.43 Sun= $169.54

Capital Times: Open, Vertical or Horizontal

1/16 page $1501/8 page $2751/4 page $5251/2 page $975Full page $1,785

Out of Home Look Media- Shopping Malls Tabletops: $40-75.00/table/month (media) $23.00/table (production/installation) Retail Banner Network $280-400.00/month/banner (media) $50.00/banner (production) $125.00/banner (install & removal)

National Mobile Billboards Commission: 15% to agencies, brokers. Terms & Conditions: Net 30 days, upon credit approval. Credit Cards accepted, with added fee. Advertising Rates: Effective January 1, 2016

Adams Outdoor Advertising- Posters Advertising Rates: Madison, WI

Advertising Rates: Kenosha/Racine, WIAdams Outdoor Advertising- Bulletins

Video TV; 18+ for 30 seconds

Daypart CPPPrime Access $61Prime $88Late News $72Late Fringe $74

Audio Radio Cost for 60 seconds 18+ 96.9= Free Commercials

Daypart CPPAM $50Day $41PM $52Evening $43

Magazine Madison Magazine Advertisements in the magazine are estimated to be $2,950.00. Note: This is an estimate for a full-page, black and white ad.

The Madison Times Weekly Black & White Rates: Per col. inch: 26.40 Full page rate: 2,030.00 Use B/W rate plus the following applicable cost: B/W 3 c Extra 25% Circulation: Sworn 9/30/15

Non-paid Paid Total

Fri 8,750 250 9,000

Per Unit 5,750.0 18,750.0 112,500.0 205,000.0

Weekly Monthly 6 Months 12 Months

Digital

Google Adwords

Doughnuts nearme, special occ-asion treats, 24 hour food places,desserts

10+/day;~300-400per month

~4,000/month

Daily Budget

Keywords

DailyClicks

DailyImpressions

$10

GRP’s # of panels 1-12 Annual

100

75

50

40

25

24

18

12

10

7

31,200.0

23,200.0

15,600.0

13,000.0

9,100.0

25,200.0

18,900.0

12,600.0

10,500.0

7,350.0

100

75

50

25

25

19

13

6

17,500.0

13,300.0

9,100.0

4,200.0

16,250.0

12,350.0

8,450.0

3,900.0

Junior Bulletins for Janesville, Wi Market Only

$250/WeekDigital Billboards

Annual Rates:$8,000/Period$2,000/Week

52 Weeks$9,000/Period$2,2250/Week

1-3 times per week

4-12 timesper week Annual

GeneralMarket

Eastsideof Madison

Quote

Quote

7,750.0

5,838.0

5,838.0

4,843.0

doctor’s note

Voodoo Doughnut was born in 2003 in Portland, Oregon, by two quirky friends who wanted to maintain the mantra of “Keeping Portland Weird.” This eclectic doughnut shop doesn’t just sell delicioustreats; they also sell an experience. Customers don’t just choose theCock-N-Balls doughnut or the Maple Blazer Blunt doughnut for its taste. Rather, these funky dessert-loving individuals want to create a memory. Voodoo Doughnut will continue to expand their eccentric ideas to the historic Madison Downtown District. State Street, Voodoo Doughnut’sdowntown location, links Wisconsin State Capitol Square to the University of Wisconsin Campus. Voodoo Doughnut’s new location in Madison will open on February 17, 2017. BrandAid has allocated a budget of $65,000 to helpsmooth the relocation process and make Voodoo Doughnut a boomingentity in the heart of Madison, Wisconsin. BrandAid has thoroughly examined the demographics of the downtown district, the competition and potential opportunities. From this diagnosis, we have deduced the ideal customer for Voodoo Doughnut, “The Trendsetter.” These individuals range from ages 18-23,have an addiction to eclectic experiences, and are not afraid to try something new– the weirder the better. BrandAid‘s healers have their toolkits ready to bring Voodoo Doughnut to life in the city of Madison. BrandAid promises to keep theVoodoo weirdness alive, as they have successfully done in Oregon, Texas,Colorado, and even Taiwan. Not only will we duplicate their past success, but we will elevate it to the next level. We are committed toprescribing the optimal media plan to ensure Voodoo Doughnut continues to maintain its strong immunity and fight off all competitiors in Madison, Wisconsin.