Hastings Campaign-Spring 2012

.If You’re Not 1st You’re Last. ADVERTISING��

MCOM 2237 SPRING 2012 DR. LEIGH BROWNING


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Table of Contents:!!Meet the Team---------------------------- 1-4!About Hastings---------------------------- 5!Market Analysis! SWOT------------------------------ 6-9! Target------------------------------ 10! Annual Report Statistics------ 11!The BIG idea------------------------------ 12-14!Creative Strategy------------------------- 15!IMC Tools! Advertising------------------------ 16-24! Interactive Media----------------- 25! Sales Promotion------------------ 26-30! Direct Marketing------------------ 31! Publicity/ PR----------------------- 32!IMC Calendar----------------------------- 33!Budget-------------------------------------- 34!Evaluation/ ROI-------------------------- 35-36!References-------------------------------- 37!Attachments------------------------------- 38!Disclaimer--------------------------------- 39! ! ! !!

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Meet the team: Our creative team has the experience and drive to create exactly what you want.!Our players have talent that will astound even the best of professionals.

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! !!! !!! !Audrey Collins: ! !Audrey’s talent comes to our group by organizing !! !the campaign layout and overseeing proper editing !! !to each implementation. Her ability to see things !! !as a consumer has made her a forerunner of the team. !! !She has an opinionated voice, which additionally contributes!! !to our company.

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! ! ! ! !!! ! ! ! !Landon Ashby: ! ! ! ! !Landon’s experience in clearing challenges and out ! ! ! ! ! !doing the competition in WT Band has been an ! ! ! ! ! !exceptional asset to our company. His knowledge in !! ! ! ! !advertising trends makes him the top of the chart as he ! ! ! ! !brings new ideas to the table and sets high goals for the ! ! ! ! !company.

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! !Haleigh Cearley: ! !Haleigh’s expertise in the industry comes from!! ! the side of customer relations. Her ability to achieve !! !client satisfaction has been an influential aspect to our !! !company. She has a passion for creating awareness !! !and this is how she has risen to the top. Haleigh is a !! !team player and someone you want on your side.

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! ! !!! ! ! ! !Miguel Benavides: ! ! ! ! !Miguel's experience in working as a team player for !! ! ! ! !WT’s university radio station 91.1 leads our campaign!! ! ! ! team to move forward. His limitless amounts of research !! ! ! ! !and ideas have coincided in the design implementation of !! ! ! ! !our company. Miguel’s willing attitude has allowed our group!! ! ! ! to function smoothly.

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! !Jessica Bartel:

! !Jessica’s artistic talent comes to our !! !group by bringing a fresh perspective!! !on the advertising world. Her ideas are!! !spontaneous and innovative as she !! !contributes design ideas. Jessica has !! !served our company as the overseer!! !of client operations. ! ! !

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! !!! !Dalinda Andrade: ! !Dalinda’s expertise in the advertising ! !industry comes from being!! !a member of NSAC and representing ! !WT at competition. !! !Dalinda’s ability to see the details is ! !what makes her a asset to !! !this team. She has a passion for ! !advertising and this is how she !! !has achieved all her goals.

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The If You’re not 1st You're Last Advertising firm logo embellished in bright colors brings the eye to the prize, being first. With our superior team off professionals and immense talent between us, we see this brand to be one people remember and associate with being top professional advertising firms. !

Brand and logo: !


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About Hastings!

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•  Founded in 1968!•  Is a leading multimedia entertainment retailer!•  Hastings combines sales of new and used:!

•  Books!•  Videos!•  Video games!•  CD’s!

•  Also trends with consumer electronics merchandise with videos and video game rental!•  Hastings has 145 stores in operation averaging 24,000 square feet!•  Also operates concept store, Sun Adventure Sports Inc.!•  Hastings also manages www.Hastings.com which makes available to customers:!

•  New and used entertainment products!•  Unique and contemporary gifts and toys!•  Product and pricing offers!•  Press releases!•  Links to finance and other literature!•  Access to securities and exchange commissions !

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A Few Statistics…!

•  Total Revenue!

•  Gross Profit!

2009: $ 538,748 2010: $ 531,346 2011: $ 521,055

2009: $ 192,020 2010: $ 194,848 2011: $ 187,391

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S.W.O.T. Analysis!•  Strengths!

-‐ Has4ngs is part of a medium sized market, in areas where some of the bigger stores (i.e. Best Buy, Barnes & Noble Booksellers) will not build their stores. -‐ All forms of entertainment are sold in Has4ngs stores at reasonable retail and used prices. -‐ Has4ngs promotes product recycle and resale with their “Buy, Rent, Trade, Sell” mantra. !

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S.W.O.T. Analysis!•  Opportunities!

-‐ Has4ngs has the opportunity to develop a strong following in the niche market of medium sized popula4ons.

-‐ The lack of awareness presents Has4ngs with the opportunity to start fresh and build consumer awareness of the Has4ngs brand, stores, and online presence. -‐ Has4ngs has the opportunity to create an atmosphere in their stores and online that will be aVrac4ve to niche market consumers. -‐ Has4ngs has the opportunity to strengthen their customer service to sa4sfy consumers and keep them coming back for more. !

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S.W.O.T. Analysis!•  Strengths!

-‐ Has4ngs is part of a medium sized market, in areas where some of the bigger stores (i.e. Best Buy, Barnes & Noble Booksellers) will not build their stores. -‐ All forms of entertainment are sold in Has4ngs stores at reasonable retail and used prices. -‐ Has4ngs promotes product recycle and resale with their “Buy, Rent, Trade, Sell” mantra. !

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S.W.O.T. Analysis!•  Opportunities!

-‐ Has4ngs has the opportunity to develop a strong following in the niche market of medium sized popula4ons.

-‐ The lack of awareness presents Has4ngs with the opportunity to start fresh and build consumer awareness of the Has4ngs brand, stores, and online presence. -‐ Has4ngs has the opportunity to create an atmosphere in their stores and online that will be aVrac4ve to niche market consumers. -‐ Has4ngs has the opportunity to strengthen their customer service to sa4sfy consumers and keep them coming back for more. !

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Friday night Family night on

To kick off the Hastings campaign, our company would like to start with an event for our all American Families. Friday night Family night on Hastings would be a one stop spot for entertainment on a Friday night for the whole family. The Family night will encourage families to have an evening filled with pizza, cola, books, movies and family time. Hastings will partner with local Domino’s Pizza with a coupon for a family sized pizza and coke. The Friday Family Night package can be purchased at any Hastings and will allow them to rent up to two movies, and a coupon to Domino’s. Card members through Hastings will be able to purchase the option of Friday Night Family Night as a coupon. This will be monitored by tracking the UPC’S to show maximum efficiency.

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Grandparents (55+)

Fathers (25-‐55)

Children (4-‐12)

Adolescents (13-‐17)

Young Adults (18-‐24)

Mothers (25-‐55)

Target Market!•  It is important to note that the campaign

will feature a concentrated marke4ng strategy that focuses on the family unit as a whole; this inverted pyramid breakdown simply specifies our target market according to their buying power and influence within the family. Children and adolescents have the largest amount of influence on what is purchased, and are therefore the most important segments of the target market due to their large amount of power. While ul4mately parents and elders hold the money, the younger genera4ons greatly influence how the money is spent. Obviously, older genera4ons also make purchases for themselves and do occupy a very important space in our family oriented target market as well.

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So… What’s the BIG IDEA??!

DISCOVER YOUR FAMILY’s !! ! !Entertainment… !

!! ! ! !with Hastings. !

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So… What’s the BIG IDEA??!

If You’re Not 1st You’re Last advertising seeks to structure a campaign focused on the modern American family. Many families today lead busy, activity filled lives.

Coupled with the fact that modern technologies communications are making it easier and easier to keep in constant communication, many families are getting away from face-to-face communication and “family time.” The ‘Discover your Family’ campaign seeks to encourage families to ‘hang out’ more often, and come into Hastings stores

for their entertainment needs, as a family.!

Discover your Family… with Hastings.!

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So…What’s The BIG IDEA??!MOMS: Discover Your Families Entertainment with Hasting’s!

!Moms are usually the backbone of every family. They keep the family on schedule and running all while trying to work, clean and cook dinner.!!u  This campaign will target moms of all sorts; older, younger, new moms, moms with a

bus load of kids, moms with older kids away from home and even moms with that one kid they love to spoil. Hasting’s will be a one stop shop for moms to keep their families running smoothly while providing fun for their kids and spouses. !

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Discover Your.. Recipe book for dinner ideas.

Discover Your.. Book to read at bed 4me.

Discover Your.. Quick gie for a birthday party Discover Your.. Husbands favorite magazine

Moms: At Has4ngs You Can..

Discover Your.. Books on pregnancy Discover Your.. Online store-‐when you can’t make it in to store.

Discover Your.. Calendars to help schedule families busy moments

Discover Your.. CHANCE TO BE SUPER MOM

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Creative Strategy !

If You’re Not 1st You’re Last Advertising Company used Advertising, Sales Promotion, Social Media, and fun events to present this campaign. Every execution used was to

further pursue to getting families in the store. By targeting moms we want to make Hastings the family one stop shop, where you can discover your family

entertainment. !


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Hastings Television Ads. !

If You’re Not 1ST You’re Last Advertising plans on implementing a twelve month campaign for Hastings. This Campaign will include television advertisements being ran throughout the year on two networks, KVII and KFDA. The advertisement will be aired on KVII during the hours of 4-5, during the OPRAH show. They will weekly on Thursday and Friday. We believe this time of day is the optimum time to expose our target crowd to come in and visit Hastings. At this time of day the average stay-at-home urban mother is at home and able to view the advertisement. On the network KDFA, the Hastings ad will be ran at the ten o’clock hour during the nightly news. This is prime time for the adults of the household to view Hastings commercials.!

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COMMERCIAL STORYBOARDS:!


COMMERCIAL STORYBOARDS:!


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Hastings Newspaper Ads. !

Another form of advertisement that Hastings cannot afford to miss out on is that of newspaper advertisement. This is an old form but a reliable form. Readers of newspapers are loyal; those loyal readers are the ones we want as loyal Hastings customers. The first newspaper advertisement will be ran in the Amarillo Globe Newspaper. This advertisements will be ran 1-3 days at the length of 29 lines. Each newspaper is crucial in order for Hastings to reach those busy dad’s in the morning over coffee or the busy mom’s waiting in the doctor’s office with little time on their hands.

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Hastings Radio Ads. !

If you’re not 1st you’re last advertisement sees the importance of getting our message out to our target market. What better way than to advertise on the radio on the drive home!? These working class families can use the resources Hastings has available for everyone in the family. The Hastings advertisements will be broadcasted on stations: 97.9, 96.9, 101.9, and 93.1 Advertisements on 97.9, 96.9, 101.9 and 93.1 will be aired twice a week from the hour of 3-5. Each station and time was deliberately chosen for the prime time to advertise to the working class families on their drive home, or the stay at home mother who is hauling kids back and forth to soccer games. Ideally we want our families to hear what Hastings has to offer at their convenience and the most convenient time. !

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u Amarillo’s arena football team, Venom, is a huge hit with the local people. Strategic placement of Hasting’s advertisements could be great exposure, especially to families who go to cheer on the team.!

u  Placing ads about the Family Night into the Venom program book will give Hasting’s four season tickets to give away to lucky customers.!

u  Having a banner at the Civic Center, and getting mentioned during media time outs are all ways to get the Hasting’s brand noticed by the fans at the games. !

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u Having a Hasting’s Night at a Amarillo Sox baseball game is a fun way to get the Hasting’s brand known in the community. Hasting’s could host the July 4th game and have tickets to hand out to customers at the store. When a customer rents up to three movies they are eligible to receive tickets to the baseball game.!

u  Having a small billboard at the ball park is a constant reminder to fans that Hasting’s is the place to go for your entertainment. Also, placing a full size ad in the program book is a way for fans to take their advertisements home. !

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u The Amarillo Bulls would be a great way to let people know about Hastings. The Bulls are a growing hockey team in Amarillo and always have a high attendance. Their games are family-friendly environment and attracts a lot of families.!

u Being able to sponsor a game would be a great way to let people know Hastings cares about the community. It’s great publicity and is also cheap and affordable.!


Sales Promo4on u Having a Customer Reward System is a way to create

loyalty between Has4ng’s and their customers. Rewarding the customers for ren4ng five movies in a month with a free rental or store discount will keep the people coming back for more and really bring aVen4on to the rental part of the Has4ng’s brand.

u Once the customer has established their loyalty with the rentals, they can become eligible to be a part of the Rental Revolu4on and earn points every 4me they rent a movie. With those points, they can receive free rentals and snacks to go along with their entertainment.

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Sales Promo4on u Another Customer Rewards System would be 4ed

into the online store. Customers would be rewarded with discounts and coupons aeer they make a certain amount of online purchases. When a customer makes three to five purchases in a three month period they will receive a coupon for $15 off of a $50 purchase and $20 off of a $75 purchase.

u These incen4ves will help to increase online traffic and purchases.

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Sales Promo4on u Using social media is another way to promote

Has4ng’s to customers. When a person checks-‐in at Has4ng’s or the coffee shop on Facebook ten 4mes they can earn a 25% off discount, free rental or a free medium drink from the coffee shop. This is a fun way to get people to keep coming back to the store, and it gives them an incen4ve to make in-‐store purchases.

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Sales Promotion!

Our Friday Night Family On Hastings, is one of our biggest promotion strategies. This encourages families to come in more frequently and buy more. !

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Direct Marketing !

We can start an e-mail coupon, when the customer purchases a product in-store, we can ask for their e-mail address, this way they will get special coupons via e-mail,

therefore becoming a preferred customer. On that e-mail coupon we can give them the option to give us their phone number and in this way we can sent text alerts and

they can get even more discounts. These text alerts would occur about once a month. Both of these options are great for on-the-go families. This way they don’t have to go to the store to keep checking for new deals, they can just receive them

and save a great deal of time. As far as in-store is concerned we can have something like a "happy hour" special, for example we can say "happy hour" is

Saturday from 4pm-7pm, we would have a couple of item on sale for those specific hours. We will have an item for sale for each member of a family, emphasizing our

one stop shop for families.!

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Publicity/PR!

Our biggest publicity will be Social Media for example a Facebook and Twitter account. These will be run by individuals; if we get any negative comments and

feedback we must respond to them with great respect and address their problem. To keep growing as a brand we have to take these into consideration and remain

positive to assure our image. We must uphold the Customer Service to a level of excellence, not only will this help maintain a positive image for the Hastings brand but it will keep customers satisfied therefore returning to make more purchases. !

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Calendar of Events:!

January ! February ! March ! April ! May ! June ! July! August ! September! October! November! December!

Television Ads. !

Venom Ads.!

Sox Ads.!

Bulls Ads.!

Radio Ads. !

Print!

In Store Promtion!

Text Messages/ Emails!

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Total Campaign Budget! !Television! 75,400!Radio! 10,088!Newspaper! 2,548!Sox Expenses!sponsoship July 4th game! 3,500!Sox Billboard! 3,250!program! 1,500!Venom Expenses! Quarter in program! 300!4 season tickets! 300!Venom Banner! 3,000!Bulls Expenses!Bulls Banner! $3,000!Game Night! $3,000!

Total Expenses: ! 105,886!

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EVALUATION/ROI:!

!With our Friday Family Fun Night campaign, If You’re Not First You’re Last Advertising recommends using individual coupons for each purchase. This way the number of coupon UPC’s that are scanned can be easily tracked and the amount of customers taking advantage of the campaign will be clear. With the sporting events campaigns, in-store customer traffic will be monitored, as well as tracking specific in-store purchases. By looking at what customers are buying and the variety of their purchases, an observation may be made as far as the efficacy of the campaign (e.g. are customers/families buying a wider assortment of products, suggesting more of them are shopping simultaneously?). !


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References:!!Amarillo Soxs-Ben Miller!Amarillo Bulls- Marketing Manager!Amarillo Venom-Steven Liles!KDFA-Marketing Manager!www.amarillo.com!hVp://phx.corporate-‐ir.net/phoenix.zhtml?c=130125&p=irol-‐reportsannual hVp://www.barnesandnobleinc.com/for_investors/annual_reports/annual_reports.html hVp://phx.corporate-‐ir.net/phoenix.zhtml?c=83192&p=irol-‐reportsannual The Nielsen Company Marketing to Moms Coalition!U.S. Department of Labor!

.If You’re Not 1st You’re Last. ADVERTISING�� 37

Research:!!Research conducted by The Nielsen Company, shows proof of the all American mom doubling as “Super Mom.” In todays society power mom does it all, everything from the house, the kids, the job, the bills, and the shopping. For these super multi-task-ers, the internet has become their main tool. These moms and there demanding lives are best reached through social media sites such as Twitter, Facebook and even blogging. Truth is power moms wield more influence than ever before. As CEO’S of their household moms control 85% of the household spending, and are worth more than $2 trillion to United States brands as reported by the Marketing to Moms Coalition. With most mothers in the household working and taking care of the tasks at hand it is crucial we as a advertising company meet them half way at their convenience and get theses messages out to them. According to the U.S. Department of Labor, in 1965 about 45% of women with children were employed, present day the average is over 78% and rising. As technology changes and dynamics change in the American household the uprising of “The New Digital Family”, Is shaping up to be a competitive market for marketers to get there message out to their target market and fast. As an advertising firm, it is crucial to see 1. the head of household is the mother 2. she has new tools to run her family 3. we as marketers must use those social media tools to out advantage. !


DISCLAIMER:!WTAMU/MCOM 2237 has entered a Good Faith Agreement with Hastings, Inc. for the spring of 2012. The agreement is in Good Faith, between Dr.

Leigh Browning, WTAMU, and Mr. Kevin Ball, Hastings. Material published in project books may be used in any honorable way by the Hastings Corporation

without compensation to WTAMU, or any listed student in MCOM 2237. !

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Hastings Campaign-Spring 2012

Documents

advertising mcom

advertising trends

advertising world

creative team

team player

design ideas

miguels experience

new ideas