TABLE OF CONTENTS · This plans book outlines Buck Advertising’s recommendations for a fully integrated, mul-tichannel advertising campaign over a three month, end of year period.

TABLE OF CONTENTSExecutive Summary

Meet the Team

The Situation

Research & Insights

Campaign Objectives

The Big Idea

Flight One | Awareness

Flight Two | Sales

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Flight Three | Loyalty

Continuous | Digital

Partnerships

Media Menu

Budget Breakdown

Evaluation

Call to Action

Bibliography

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EXECUTIVE SUMMARYThis plans book outlines Buck Advertising’s recommendations for a fully integrated, mul-tichannel advertising campaign over a three month, end of year period. In the following pages, Buck Advertising breaks down the strategic allocation of a $50,000 budget, with the objective of expanding on the Texas Standard tertiary market, women aged 35-55. This campaign will not just increase spend for this target, it will elevate the Texas Stan-dard brand as a whole. Every aspect of this campaign is the calculated product of extensive primary and se-condary research. This research includes numerous surveys and in-depth interviews, allowing Buck Advertising to fully understand the lifestyle and purchasing habits of the target market. These findings revealed the dynamic nature of this target, and the impor-tance of a campaign that resonates with their beliefs and ideals. Buck Advertising’s recommended campaign seeks to align the core values of a male focused brand to the purchasing habits of a female target. This campaign will achie-ve this through three dynamic flights, each compounding on the last. The first of these flights focuses on reach and awareness, as Buck Advertising seeks to increase target engagement. During this period, Buck Advertising will disseminate the campaign mes-sage, bringing the Texas Standard brand to the front of mind for consumers. The second flight emphasizes sales with the overall campaign objective of a 20% increase in spend. At this time, Buck Advertising will convert the widespread brand awareness into primarily online sales. The final flight will serve to create brand loyalty and favorability, seeking extensive positive brand sentiment by the end of the three month campaign. These flights will be executed through social media marketing, strategic partnerships, temporary pop-up shops, sponsorships, and much more. The tactical combination of the-se has allowed Buck Advertising to achieve enormous projected reach and engagement over the months of August, September, and October. Upon completion, Buck Adverti-sing’s fully integrated marketing campaign will have established long lasting prominence for the Texas Standard brand for years to come. The agency is excited to work with this brand and thanks you in advance for your time and consideration.

TABLE OF CONTENTS

WE ARE BUCK ADVERTISING,a multifaceted agency based in Austin, Texas, that offers a variety of client services with the goal of connecting brands with their desired targets. Through a combination of unique and interconnected expertise, we assist brands in taking the next step in their respective markets.

LEILANY GARCIAAccount Planner

MY FAVORITE TEXAN MEMORY IS...

...my mom buying me a corn dog at our annual Houston Rodeo visit.

BEN BLUMRICKMedia Specialist

...learning how to drive when I was 10 years old in the ranch truck.

CORIN WAKEFIELDCopywriter

...experiencing Big Bend National Park for the first time - the campout was amazing.

SHREETI SIGDELCreative Director

...hiking in all the beautiful parks in Texas with my family and my dog, Nova.

LELAND YONKERSPR Manager

...playing Texas high school football under the Friday night lights.

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THE CHALLENGE

THE SITUATION

THE LANDSCAPEOur marketing efforts will span through August, September and October. These months will be crucial for Texas Standard to increase awareness and online sales as it aligns with three important events: back-to-school, football season, and the start of hunting season.

Extend awareness among women 35-55 and in-crease their online spend by 20% over a 3 mon-th non-holiday time frame. In order to effectively address this challenge, we analyzed the brand’s positioning, the target audience and market lands-cape.

Texas Standard is a unique clothing brand, offering not only high quality products, but more impor-tantly, an ideology . This brand represents the true nature of being Texan, appealing to the individuals who sincerely align with these ideals. This brand represents pride. Pride in the rich history of Texas. Pride in the respectful and genuine qualities of a true Texan gentleman. Pride in the attention to detail and quality of each article of clothing. This pride is represented in the iconic barbed wire logo, a symbol that embodies the resilient history of this great state. Authenticity is integral to the Texas Standard identity, meaning that it does not seek the preppy consumers or follow the newest fashion trends. Since its founding in 20161, Texas Stan-dard has held its consumers to the same stan-dard as its clothing, seeking only those who truly embody these Texan principles. This inte-grity is further exhibited by the unyielding genero-sity to the Texas community, specifically regarding charitable donations. Texas Standard knows you don’t need to be from Texas to be a Texan.

Women 35-55 years old who shop for the men in their lives. These women are mothers, grand-mothers and girlfriends from the upper middle class who manage the majority of the household buying. When asked about the styles they prefer, the target is likely to value practicality, timelessness and com-fort.2 Sarah and Colleen are women who capture the behavior and interests of the target.

THE TARGET

THE BRAND

MEET SARAH & COLLEEN.

SARAH BATES, 35

COLLEEN TYLER, 50

shops for husband shops for husband & son

Job: Nurse, RN Salary: $90k Lives: Dallas-FW, Texas (central)Lifestyle: new mom (to toddlers), grew up with texan values, married to a Texan, works but values family time, keeps old traditions alive in a new, mod-ern way, keeps up to date with new styles, openings around town, etc.Husband: met him in college through similar social circles, husband also shops, but she likes to buy gifts for him to maintain aesthetic lifestyleSocial Media: utilizes instagram to post lifestyle and family pictures, uses pinterest for lifestyle inspi-ration; hair, nails, healthy recipes, etc.Style: values style and practicality

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Job: TeacherSalary: $75k Lives: Woodlands, Texas (suburbs)Lifestyle: likes to host gatherings and events, grew up with Texan values, married to a Texan, family owns a ranch (summer holidays), cooks meals from scratch with recipes handed down through genera-tions.Husband/son: primarily shops for her husband and son - also shops for nephews, cousins, etc during the holidays, son is in/going to collegeSocial Media: Reads lifestyle magazines, uses pinterest to find recipes, DIY crafts, etc., uses Face-book to keep up with family3

Style: values practicality and comfort over style

SWOT ANALYSIS

S• Strong brand values and image/brand

identity. • Logo is simple, manly, recognizable • More sophisticated than other southern

brands• Products made by Texans • Versatile products • Texas is very recognizable• Products available throughout boutiques• Low risk shopping online; free exchanges

W• Products are expensive, which limits the

consumer base to a smaller margin • Brand’s identity is tailored to a fairly spe-

cific audience. • Products made for only men • Lack of diversity• Brand doesn not know how to speak to

women• No storefront, minimal amount of whole-

salers • Too focused in Austin

O T• Opportunity to expand on existing and

future products (hunting season, rodeo, graphic tees).

• Utilize Pinterest, as it reaches 83% of US women (24-54) and majority of pinners have used platform for purchases.

• Brand can expand its reach to a broader target audience, due to its authentic and sophisticated designs

• Influencers: women are more likely to listen to word of mouth

• Use women to break male barriers of entry; use women as purchasers

• Competitors with less expensive products may win over consumer base.

• Competitors may also reach a broader consumer base, as their products are not specifically Texan.

• Consumer perception; risk of being ste-reotypical brand

• Competitors are more present and estab-lished throughout Texas

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"PRIMARYBuck Advertising’s primary research focused exclu-sively on females ages 35-55 and consisted of 2 online surveys with a total of 40 responses, and 2 in-depth interviews. LONG YEARS OF

TEXAS HERITAGE

RESEARCH & FINDINGS Based on the primary research that was

conducted, Buck Advertising identified three key insights, which in turn, provided Buck Advertising a deeper understanding of the target market and influenced all strategic recommendations.

PRIDEFUL OF THE TEXAS MEN IN THEIR LIVES

HIGH PURCHASING POWER

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Is your partner texan? If yes, do you and/or your family value that?

What are some of your partner’s characteristics that you are very proud of?

What are some Texas traditions your family engages in?

Why do you think texans have so much Texan Pride?

Do you think your southern values affect your purchasing decisions?

LAURIE DELKS, 46 KIM MEEHAN, 54No, but he has lived here for a long time. We do value being Texan, we've spent most of our adult lives here.

Driven, entrepreneurial, friendly, outgoing, ethical

Grilling/ cooking out, watching the Dallas Cowboys

Because the state is known for its friendliness, good economy & business opportunities. There is a variety of things to do and variety of landscapes. Big state. Unique culture.

If a brand hosted a local festival and the proceeds went to a charity, how likely are you to attend?

Yes

Very likely, especially if it was for a good cause

Yes, and very much so [proud]. I'm also very proud that my kids are also Texan.

Hardworking, giving, loving, love of my life, father of children

Eating tamales on Christmas Eve.

Oh gosh… because it is the greatest state that could ever be. Everything is big and better. There is a very openness about the people from texas. They are kind and tolerant. Everyone wants to live here.

Probably, but never really thought about it.

Yes

Because it is the greatest state that could ever be. Everything is big and better. There is a very openness about the people from Texas. They are kind and tolerant. Everyone wants to live here.

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SECONDARYBased on Mintel’s Back to School Shopping report4, Todobebe research studies5, and Martha Barletta’s Marketing to Wo-men6: How to Understand, Reach, and Increase your share of the World’s Largest Market Segment, Buck Advertising has identified five key insights stated below. These insights into females ages 35-55 were critical in the development of Buck Advertising’s plan.

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Women’s loyalty and referral power gene-rates higher customer satisfaction amongst both men and women.

What marketers call Word of Mom, when moms are given the right information, they love to share that information with their peers making them a very effective group to target.

Back-to-school shopping is the second largest retail sales period behind winter holi-day, which represents a key time to build rela-tionships with parents.

Promotions, brand familiarity, and friends/family recommendations were found to be amongst the top influencers for back to school shopping.

71% of moms say they visit Facebook on a daily basis and use social media as a way to connect with other moms, get product recom-mendations and parenting advice.

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CAMPAIGNOBJECTIVESBuck Advertising has crafted a comprehensive campaign that is designed to reach consumers at various points of the purchase funnel with a primary focus on increasing Texas Standard’s Tertiary Target Market spend by 20% over a 3 month, non-holiday timeframe. The campaign’s strategy focuses on driving consumers from awareness to conversion while simultaneously positioning Texas Standard as a sophisticated, engaging brand known for their Texan charm. The campaign’s efforts are focused on targe-ting T.S.T.M; however, the campaign has been opti-mized to ensure that Texas Standard’s Primary and Secondary Target Markets are still reached. Key in-sights derived from our secondary research indicate that women are a strong target for 2 primary reasons:

Further insights from other secondary data points indicate that word of mouth is strongest amongst mothers.The resulting strategy is crafted with these two di-mensions as the core focus. Buck Advertising’s com-munication efforts utilize the power of word-of-mom advertising to develop a larger network of brand-loyal customers. By tailoring the messaging to speak to women, the campaign is designed to generate grea-ter customer satisfaction and will push more women to buy for the men in their lives. Secondary research reveals that 85% of mothers surveyed refer to their role in the household as CEO or CFO which indica-tes that women can be utilized as an entry-point to get in contact with the male consumer.

LOYALTYWomen stay more loyal to the brand they’ve previously chosen in subsequent purchase cycles.

REFERRALWomen are more likely to recommend to others and word of mouth is stronger amon-gst women than men.

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MEDIA OBJECTIVESAWARENESS & ENGAGEMENT

To increase awareness by 40% Buck Advertising intends to in-crease the number of likes, views, followers, shares, and mentions on all social media platforms.

Increase customer engagement by stimulating conversation online and participating in community outreach efforts to further establish a connection offline.

Increase the Texas Standard Ter-tiary Target Market spend by 20% over a 3 month, non-holiday time-frame.

To increase sales, Buck Adverti-sing intends to expand T.S.T.M by 35% to acquire new customers.

Establish 80% positive brand sen-timent by utilizing a social media monitoring program to track senti-ment throughout the campaign.

Obtain loyal customers that repeat purchase and will refer the Texas Standard brand to others.

INCREASE SALES

LOYALTY & FAVORABILITY

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HE IS A TEXAN.In order to develop this campaign’s creative strategy, we were tasked with the objective of defining an abstract concept: What does it mean to be a Texan Gentleman, and in what ways does this appeal to women? A core message demonstrated in our research was that this tar-get of female consumers feels a strong sense of pride for the men in their lives. This pride is not the product of the man’s birthplace, but rather of his character. Crucial to the core of this campaign is the idea that a Texan Gentle-man is the summation of his values and actions, of the impact he has on the lives of those closest to him, and the manner in which he treats those who are not. While the principles of the Texan Gentleman are not exclusive to Texas, their abundance in this great state is undenia-ble. This is because the importance of generational ties is fundamental to the identity of Texas. These qualities are passed on from generation to generation, from father to son. The underlying objective of this campaign is to shed light on the stories that define these generational ties and emphasize upon the alluring qualities of the true Texan Gentleman.

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FLIGHT ONE

SOCIAL MEDIA COMPETITIONTo increase social media engagement with women ages 35-55, Buck Advertising will en-courage social media users to post their favorite Texan family story to Instagram or Facebook using hashtag #MyTexanStory. Texas Standard will pre-select ten of their favorite stories to be showcased in the “He is a Texan” series compe-tition. From August 5th - August 12th, social me-dia users will be encouraged to like their favorite post. The top five videos with the most amount of likes will then be featured in the video series.

INFLUENCER MARKETINGBuck Advertising has identified 2 female social me-dia influencers between the ages of 35-55 that align with Texas Standard's ideals: Cathy Williamson7 and Jamie Ivey8. Williamson— a mom, grandmother, and breast cancer survivor— is a Dallas fashion, beauty, and lifestyle blogger. Jamie Ivey is an Austin podcaster, mother of four, and lover of food and tra-vel. Based on a research study by Public Relations Review9, consumers seek social media influencers for advice and reassurance. Placing Texas Standard in these 2 platforms will help ensure Texas Standard is top of mind when consumers take advantage of back-to-school sales to buy new wardrobes for the various Texan men in their lives (partners, sons, fathers, etc.)

PODCAST ADVERTISING75% of podcast listeners not only pay attention to podcast ads10, but they also follow specific calls to action after hearing them. For this reason, Buck Advertising will place 1 pre-roll audio advertise-ment on “The Happy Hour” with Jamie Ivey. Buck Advertising carefully selected “The Happy Hour” with Jamie Ivey because Jamie is one of the pre-viously selected influencers and her audience will already be familiar with the Texas Standard brand.

TEXAS LIFESTYLE Full Page Ads:With our target market making up 72% of their 16,000+ audience, Buck Advertising will strategi-cally place one full page advertisement on Texas Lifestyle & Travel Magazine.

Social Media Ads: With our target market making up 72% of their 16,000+ audience11, Buck Adverti-sing will strategically place one full page advertise-ment on Texas Lifestyle & Travel Magazine.

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AWARENESS

INTERACTIVE MALL DISPLAYSTo take advantage of high traffic areas during back-to--school season, Buck Advertising will place interactive mall displays in 5 major Texas malls: The Galleria in Houston12, The Domain in Austin13, Richland Mall in Waco14, NorthPark Center in Dallas15, and Post Oak Mall in College Station16. These interactive mall displays will allow our target market to build a back to school outfit with their sons and/or grandsons. Their favorite items will then be added to their cart and sent to them via email to access later. 43% of people have bought pro-ducts from their smart phones while shopping in store17. With this in mind, shoppers in The Domain will also be encouraged to visit Saint Bernard to physically see the items they have chosen and will have the option to pur-chase them in-store. This effort will directly insert Texas Standard into the target’s daily routine and interact with them in a fun and personal way.

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THE DOMAIN

RICHLAND MALL

NORTHPARK CENTER

THE GALLERIA

POST OAK MALL

940,950

610,594

21,000,000

24,000,000

456,750

NU

MBER

OF A

NN

UAL VISITORS

FLIGHT TWOSOCIAL MEDIA GIVEAWAYTexas Standard will host another social media promotion during the second week of September to directly increase sales. This promotion will encou-rage women to buy a Texas Standard sport shirt and dress their husbands or boyfriends for a night out. When they post a picture to social media with the hashtag #mytexanman and a caption explaining why their Texan Gentleman deserves a vacation, they will be entered in a raffle for a weekend ranch getaway for two. Buck Advertising carefully cho-se Rough Creek Lodge and Resort in Glen Rose, Texas as it offers a variety of excursions for both men and women18. The getaway is scheduled for the third week of September and will coincide with the beginning of hunting season.

POP UP SHOW ROOM To insert their brand directly into the lives of the target audience, Texas Standard will host a pop-up showroom at Klyde Warren Park19 in Dallas, Texas during Labor Day. The showroom will feature Texas Standard products in a variety of sizes and encou-rage visitors to try on different outfits. Stations with iPads will be set up in the tent, allowing visitors to add products to a cart or directly purchase online from the Texas Standard website. To encourage families to attend and enjoy their day off, picnic games, rodeo activities, a petting zoo and cowboys will be set up by the tent. Texas Standard will also offer free barbecue from the park’s Walt Garrison BBQ food truck while supplies last. This effort will not only provide an immersive experience for Dallas residents, but it will also allow Texas Standard to break their biggest barrier of entry. Since Texas Standard is primarily online, a showroom encoura-ges potential customers to experience the brand’s personality and feel the quality of their products.

PODCAST ADVERTISINGContinuing podcast efforts, Buck Advertising will place another pre-roll audio advertisement on “The Happy Hour” with Jamie Ivey. Content will spotlight Texas Standard polos and sport shirts, just in time for hunting and football seasons.


Social Media Ads: With our target market making up 72% of their 16,000+ audience, Buck Advertising will strategically place one full page advertisement on Texas Lifestyle & Travel Maga-zine.

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SALES

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KLYDE WARREN PARKDALLAS, TEXAS 75201

Floating over the Woodals Rogers Highway, Klyde Warren Park stretches across 5.2 acres and is open to the pu-blic. This urban park contains a variety of active and passive areas, including a playground, botanical garden, dog park, fountain plaza and more. The area is perfect for Texas Standard to host a pop-up shop and mini-rodeo event.

FLIGHT THREESPOTIFYIn order to continue placing Texas Standard in the lives of our target market, we will expand on Texas Standard’s existing effort to create Spotify playlists. Buck Advertising recommends creating playlists for the unique moments in a Texan family’s life. For example, a rodeo weekend playlist, a game day playlist, etc. Using Spotify’s Code feature20, we will create a unique QR code to access the various playlists. The unique codes will then be printed on product tags and “thank you” cards that will be pla-ced inside delivery packages.

TASTE OF TEXAS COOKBOOK


Social Media Ads: With our target market making up 72% of their 16,000+ audience, Buck Advertising will strategically place one full page advertisement on Texas Lifestyle & Travel Magazine.

PODCAST ADVERTISINGContinuing podcast efforts, Buck Advertising will place another pre-roll audio advertisement on “The Happy Hour” with Jamie Ivey. Content will spotlight Texas Standard polos and sport shirts, just in time for hunting and football seasons.

Recipes are generational, they remind people of home. With this in mind, Buck Advertising will create a cookbook full of Texan-inspired recipes. Buck Ad-vertising will place two sponsored posts on Taste of Texas’21 Instagram to share two of Texas Standard’s favorite Texan recipes. Followers will be encoura-ged to send in their own family recipes for a chance to be featured in the branded cookbook. Fifty reci-pes will be selected, and 140 copies of the book will be printed. The 50 featured home chefs will receive a hardcover copy of the final cookbook as a form of appreciation. The remaining copies will be distribu-ted as Texas Standard deems fit.

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LOCAL RODEO SPONSORSHIPThe “He is a Texan” campaign focuses on the pride women have for their Texan Gentleman and the generational traditions that come with having a Texan family. With this in mind, Buck Adverti-sing wants to put Texas Standard in the center of where Texan family memories are made-- the rodeo. During this flight, Texas Standard will be-come a sponsor and a vendor for 3 local rodeos: The Waller County Fair and Rodeo in Waller TX., The Heart O’ Texas Fair and Rodeo in Waco TX., and The Austin County Fair in Bellville TX. Each of these selected rodeos has a long standing herita-ge. Their long standing heritage, along with each city’s demographic served as criteria for the cho-sen location. The Waller County Fair and Rodeo will take place on October 3rd-5th, the Heart O’ Texas Fair and Rodeo on October 5th-12th and the Austin County Fair on October 4-13th. Being a sponsor will continue to build awareness and align Texas Standard with deep-rooted Texan pride. Mo-reso, being a vendor will allow Texas Standard to showcase their brand and have visitors touch and feel the quality of their products. This experience will hopefully push the consumer to the end of the purchase funnel.

FAVORABILITY

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Waller County Fair & Rodeo

Heart O' Texas Fair & Rodeo

Austin County Fair24

Waller, Texas | Founded 194522

Known as a charitable non-profit organi-zation, WCF&R prides itself in creating a wholesome and fun setting for all families.

Waco, Texas | Founded 195323

With over 60 years of operation, HOTF&R is famous for being the "center of enter-tainment in Central Texas."

Bellville, Texas | Founded 1927Nestled between the major cities of Hous-ton and Austin, the Austin County Fair is a local hit.

CONTINUOUS "HE IS A TEXAN" SERIESTo capture the essence of the “He is a Texan” Cam-paign, Buck Advertising recommends the production of a “He is a Texan” video series. The video series will consist of a total of five videos, one released every other week starting a week after the conclu-sion of the #MyTexanStory campaign. Texas Stan-dard will hand pick their 5 favorite stories from the #MyTexanStory campaign to feature in the video se-ries. With the help of a videographer chosen by the Texas Standard team, Buck Advertising will create and emotional and nostalgic series that highlight the pride a Texan woman holds for her Texan Gentle-man. The videos will present unique and authentic moments that align with the Texas Standard brand and provide shareable content for youtube, social media, and blogs. The pictures to the left indicate the mood and narrative tone of the series.

BLOGExpanding Texas Standard’s digital presence and SEO, Buck Advertising will create a lifestyle blog to feature on Texas Standard’s website. The blog will focus on speaking to women 35-55 that are wives, girlfriends and moms to Texan Gentlemen. Blogs will feature a variety of topics including, but not limi-ted to, recipes for their weekend barbeque, how to help prepare for your husband’s hunting trip, fashion advice, etc.

YOUTUBEYouTube helps to increase a brand’s organic reach and is effective at increasing sales through promoted posts.26 The 35+ and 55+ age groups are the fastest growing demographic on YouTube.27 Buck Advertising will continuously promote video ads using clips from the “He is a Texan” series. The series will also be posted on Texas Stan-dard’s YouTube page to further establish the brand’s online presence. This effort will utilize an emotional appeal to increase consumer’s interest and develop a connection to the brand that makes them loyal shoppers.

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GOOGLE ADWORDSBuck Advertising intends to run an aggressive, continuous paid search campaign. A list of recommended keywords has been included on pg 19. Keywords were selected ba-sed on relevance, popularity, and competition.25 Search engine optimization efforts will complement the paid search campaign. This campaign will ensure that Texas Standard’s website remains at the top of the page when consumers are trying to find product informa-tion or make a purchase.

LINKEDINLinkedIn is effective at increa-sing brand awareness and sales.26 Texan men and women use LinkedIn to build their pro-fessional network. Buck Adver-tising will promote sponsored content on this platform to in-crease top of mind awareness and encourage consumers to purchase. LinkedIn ads will fully integrate the Texas Stan-dard brand into the lives of hardworking Texans.

FACEBOOKFacebook is sufficient at in-creasing awareness and en-gagement and is successful at obtaining sales through promo-ted content.26 The FB Audience Network will be used to embed native and interstitial ads within users’ newsfeeds to increase awareness and engagement. Ads will be placed in the FB Marketplace to target consu-mers that are searching for products related to Texas Stan-dard. Non-sponsored content will further establish a strong digital presence and streng-then the brand’s relationship with the target. This platform will enable Texas Standard to become integrated into the consumer’s peer network, increase brand referrals, and ultimately become a top-driver of sales.

INSTAGRAMInstagram is powerful at increa-sing awareness and engage-ment and provides the ability to precisely target consumers ba-sed on their location, behavior, and interests.26 Buck Advertising will continue to grow Texas Standard’s organic reach on this platform by posting visually appealing photos and videos that encourage consumers to in-teract with the brand. Paid photo and video ads will supplement non-paid efforts to keep Texas Standard top-of-mind amongst consumers. Paid carousel ads will be used to showcase the array of products offered, and paid collection ads will target the lower-funnel consumers and encourage them to discover, browse, and purchase products.

PINTERESTPinterest is a top-performing pla-tform at increasing brand awa-reness, engagement, and sales. Furthermore, Pinterest has an incredible organic reach becau-se posts are frequently pinned and shared for a longer time than on other platforms.26 Texas Standard’s target market utilizes Pinterest to find recipes, read how-to-posts, get fashion inspi-rations, and create boards that reflect their personality. Buck Ad-vertising is going to grow Texas Standard’s current presence on Pinterest by creating more boards that reflect the target’s in-terests. Promoted pins will target consumers at the awareness stage of the funnel and buyable pins will allow the target to easily find and buy items directly from the pin. Pinterest will allow Texas Standard to target consumers at all stages of the purchase funnel while simultaneously increasing engagement with the target.

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DISPLAYBuck Advertising will run two types of campaigns on the Google Display Network to increase the number of online sales.28 A prospecting cam-paign will help find new custo-mers and aid them on the path to conversion. The retargeting campaign will show ads to people that have visited Texas Standard’s website to increa-se conversions. The display network will further strengthen Texas Standard’s digital pre-sence and will help to guide the consumer’s on their jour-ney to purchase.

CONTINUOUS

AMAZON PARTNERSHIPThe Amazon Effect has an undeniable influence on consumer shopping behavior. This retail giant has quickly become the second largest retailer in the world, is perceived to be highly-credible by its users, and has redefined shopping convenience and expectations.29 When online shopping, consumers often make Amazon a destination on their journey to purchase. Due to these factors, Buck Advertising recommends partnering with Amazon to sell products online. Buck Advertising recommends placing items that have a higher volume of purchase such as sports shirts and t-shirts to determine the effectiveness of selling on Amazon. Once products are listed on Amazon, Buck Advertising will place sponsored product ads that are targeted to keywords so that Texas Standard’s listings appear in search results and on product detail pages. Amazon accounts for 40% of total U.S. e-commerce transactions.29 This partnership will help Texas Standard achieve its goal of increasing online sales by capitalizing on Amazon’s success as an e-retailer.

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TWITTERBuck Advertising realizes the importance of Twi-tter as an engaging platform that drives sales26; however, Buck Advertising does not recommend promoting content on this medium. Before spending money on Twitter, Texas Standard needs to grow its organic following and reach. To accomplish this, Buck Advertising will become more active on Twitter by sharing text, photo, and video tweets. Twitter will also be utilized as a way to engage with consumers and offer quick customer service solutions. These efforts will ensure that Texas Standard maintains a strong social media presence across all platforms and will open up opportunities for promoted posts in the future.

PARTNERSHIPS

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RECOMMENDED KEYWORDS:

TEXAS GARMENTS

TEXAS CLOTHING COMPANY

MIDNIGHT BLUE LONG SLEEVE

TEXAS STANDARD CLOTHING

TEXANS CLOTHING

TEXAS BRANDS

TEXAS APPAREL COMPANY

TEXAS THEMED CLOTHING

TEXAS RANGER BELT

TEXAS T SHIRTS

MENS CLOTHING

DALLAS CLOTHING BRANDS

BEST TEXAS CLOTHING BRANDS

TEXAS CLOTHING

TEXAS BRAND AMBASSADORS

TEXAS MENSWEAR

SOUTHERN CLOTHING

TEXAS CLOTHING STORES

TEXAS ATTIRE

TEXAS STANDARD

TEXAS CLOTHING BRANDS

STATE OF TEXAS CLOTHING TX STANDARD TX STANDARD CLOTHES

AUSTIN CLOTHING BRAND TEXAS STANDARD STORE MEN'S DRESS SHIRTS

MEN'S SPORTS SHIRTS

TEXAS LIFESTYLE

SOUTHERN MEN'S FASHION HUNTING CLOTHES

RODEO CLOTHES FOR MEN QUALITY MENSWEAR

Using [Exact Match] +Broad +Match +Modifier for all keywords

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MEDIA MENU

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BUDGET BREAKDOWN

TOTAL SPEND TOTAL IMPRESSIONS TOTAL CLICKS$50,000 4,264,276 21,384

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BANG FOR YOUR BUCK

Buck Advertising has crafted a comprehensive campaign strategy that is designed to increase awa-reness of and engagements with the Texas Standard brand, achieve the goal of increasing online sales amongst the target market by 20% and establish loyal consumers that perceive Texas Stan-dard to be Texas’ most favorable menswear brand. To ensure the success of the tactics used, Buck Advertising will analyze results before, during, and after the campaign.

Before starting the campaign, Buck Advertising will assess the total number of followers, likes, views, and mentions on all social media platforms to use as a comparison for growth. Google Analytics will be added to Texas Standard’s website to track how many visits, clicks, and conver-sions occur throughout the campaign. Campaign objectives will be added to the goals on Google Analytics to determine the effectiveness of the strategies at driving website traffic. Furthermore, these goals will be used throughout the campaign to identify where in the purchase funnel consu-mers are dropping off and will help Buck Advertising optimize the campaign to drive consumers towards purchase. The current sales made by Texas Standard’s tertiary target will be recorded and compared with end-of-campaign sales to identify the return on investment that Texas Standard will receive from the campaign’s efforts.

During the campaign, Buck Advertising will measure and evaluate the success of the stra-tegies based on their overall objective. Buck Advertising will continue to monitor the growth in followers, views, likes, comments, shares, and mentions on Texas Standard’s social platforms and blog. This will allow Buck Advertising to better assess the increase in awareness and engagement that social media efforts produce. Buck Advertising will also utilize a social media monitoring tool to evaluate overall brand sentiment and take necessary action when needed. The same metrics will also be utilized to assess the overall performance of the posts made by influencers and magazine partners. To determine the effectiveness of digital magazine ads, paid search and online display ads, Buck Advertising will utilize the metrics tracked by Google Analytics. The number of new visitors and unique visitors can be compared to the source/medium driving the website traffic to determine the overall increase in activity. The conversion rate will allow Buck Advertising to assess how many consumers that visit the webpage are actually completing the pre-defined goals. For the digital magazine, total readership will also be used to determine the overall reach. Podcasts will be measured using total listenership to assess how many impressions Texas Standard will receive. Promo codes given by the podcast host can also be implemented to determine the effectiveness of this platform at increasing sales. To measure the return on investment received from rodeo sponsorships and the showroom, Buck Advertising will use event attendance to determine overall impressions. To get a more effective measure of success, efforts at these events will be focused on getting attendees to sign up for Texas Standard’s e-mail list. The total number of new leads generated will be a more valuable metric of success. At both events, there will be the option to add items to their online cart and make a purchase. The total sales that occurred during the events will be evaluated to identify their effectiveness. The Spotify playlist codes can be measured by analy-zing the total number of likes the playlists have received to determine their impact on increasing consumer engagement with Texas Standard. Mall advertisements will be measured using total im-pressions and sales will be analyzed during this period to determine the effectiveness of achieving overall campaign goals.

25

ARE YOU READY, PARTNER?

Here at Buck Advertising, we base all campaign initiatives on a structured and in-depth research process, providing us with the insights to target audiences with unparalleled pre-cision. Through a calculated series of strategic flights, we will execute a campaign that connects Texas Standard with its true target, creating not only sales and awareness, but genuine brand loyalty. In our agency’s history, we have been approached by numerous brands seeking to elevate their market status. Our previous success has not come from re-defining these brands, it has come from disseminating their message in a meaningful and persuasive manner. We are truly confident that the campaign outlined in the previous pages will go above and beyond the Texas Standard expec-tations, and we look forward to working with you.

Thank you,Buck Advertising

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TABLE OF CONTENTS · This plans book outlines Buck Advertising’s recommendations for a fully integrated, mul-tichannel advertising campaign over a three month, end of year period.

Documents