Candy Shop Candy Shop Candy Shop

CHAINLINK MEDIA BIGTOP CANDY SHOP MEDIA PLANMAY 2013- DECEMBER 201321st Avenue South, Nashville, TN

CHAINLINK

MEDIA

Hiep Huynh

Jesse Garcia

Megan Wells

Victoria Zapata Ryan Warner

Camy Greisel

Marisol Canales

TABLE OF CONTENTSANALYSISExecutive SummaryCampaign ScopeBrand ProfileSWOT AnaylsisGeographic Market AnalysisMap of CompetitorsDirect CompetitionIndirect CompetitionTarget AudienceTarget Profile

MEDIAMedia VisionMedia ObjectivesMedia Menu

STRATEGYContinuous MediaFlight 1 : The Circus Is Coming To TownFlight 2 : Come One Come AllFlight 3 : Step Right UpMedia BudgetBudget Summary & Media MixFlow ChartRecommendationsCommitment

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GEOGRAPHIC MARKET ANALYSIS

Nashville is accessible from three major interstate highways, I-40, I-65 and I-24. The Nashville International Airport was ranked the 34th busiest passenger airport in the U.S. with 4,673,047 passengers boarding. Nash-ville’s Music City Star commuter rail includes seven legs connecting Nashville.

CULTURENicknamed the “Music City” Nashville revolves around music and history. Nashville has a large university community with a diverse variety of entertainment, dining and architectural attractions. Nashville is home to an array of tourist attractions such as the Country Music Hall of Fame Museum, Ryman Auditorium which was the original home to the Grand Ole Opry, Fairgrounds Speedway, and Forts Nashborough and Negley.

CLIMATENashville’s Climate is described as a Humid subtropical climate with moderately cold winters and hot, humid summers. The average temperature in the winter is 38.1 degrees Fahrenheit with an average snowfall of 5.8 inches. Spring and Fall are generally warm with an average temperature of 79.9 degrees. Nashville is prone to thunderstorms and tornadoes and can be uncomfortable for allergy sufferers. Due to Urban Development Nashville has created an Urban heat island causing temperatures to rise up to 10 degrees warmer in the heart of the city.

HOUSINGNashville is home to 244,206 households with the average household size of 2.34. the median value of a house is $164,100. 37.2% of households have married couples and 27.9% of al households had children under the age of 18

TRANSPORTATION

HILLSBORO VILLAGE, NASHVILLE, TENNESSEELocated three miles west of downtown, Hillsboro Village is a shopping center featuring vintage clothes, bookstores, art galleries, restaurants and the Belcourt theatre. It is also home to the Acklen Avenue Post Office, featuring a wall of photos of country stars that are autographed. With a walkability index score of 94, Hillsboro Village is one of the more pedestrian friendly areas in Nashville.

Big Top Candy Shop opened its doors along the quirky and popular South Congress in Austin, Texas in 2007. Since, Big Top’s wide variety of delicious sweets and nostalgic circus décor, have been bringing out the kid in all of its customers. Chain Link Media is here to offer our media knowledge in Big Top’s move to Nashville, Tennessee where we will work to get adults and children alike aware of the Big Top name and enjoying regular trips to the store for a sweet treat. Flight 1: The Circus is Coming to TownRound up the kids, “The Circus is Coming to Town!” Big Top will build anticipation for its grand opening using out-of-home media, placing radio spots, magazines, and newspapers about the most amazing candy shop the world has ever known. Top it off with live circus performers, this is one spectacle you don’t want to miss! Flight 2: Come one Come all “Come one, Come all!” Eager to be a part of the Tennessee State Fair, flight two brings Big Top’s circus theme to life. Setting up our own tent with circus performers, sweet giveaways and a nostalgic feel, customers, both young and old, will be intrigued and connected to our company. Word-of-mouth will be vamped among tourists building brand awareness throughout the state of Tennessee. Taking advantage of the fair’s popularity and advertising will allow us to focus funds on bringing to the surface. Flight 3: Step Right Up“Step Right Up” our third flight focuses on charity efforts, as a way to thank our new community during the fall and winter months. Big Top is excited to be an active sponsor for Cottage Cove, hoping to impact the lives of at-risk kids, we will donate to the organization and sponsor five of our own. Continuing our tradition of family, Big Top will participate in Christmas in the Village, inviting holiday shoppers to step right up and indulge in a personally decorated Gingerbread man. Creative use of media and sales promotion will establish Big Top to be the new go-to candy shop in Nashville. ContinuousOur continuous media focuses on building loyalty among our consumers. Big Top offers candy lovers of all ages the opportunity to reminisce and share their experiences as #candykids. We want to be where our customers are to keep them up to date. Google Adwords will help searchers find a “candy store” or “family fun” in Nashville. Big Top will also have an official presence on Yelp and Foursquare so that customers can learn from each other and that we may learn from them. Our punch card program, Candy Club, not only offers customers an incentive to purchase, but also makes club members a part of the organization, further deepening the relationship.

CAMPAIGN SCOPE

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In order to promote the arrival of Big Top Candy Shop to Nashville Tennessee we will start our media strategy with a grand opening supported by radio, a billboard, print media, and guerilla posters.  Big Top will also participate in a va-riety of events throughout the 8 months including the Tennessee State Fair, Open Hands Open Hearts, and Christmas in the Village.  We will also have a continuous presence on social media websites Facebook, Twitter, Instagram, and Foursquare in order to keep connected with our customers.

How much one spends in Big Top Candy Shop can very a lot according to how much candy they walk out the door with.  On average people spend about $5-6 in one visit. Majority of the candy is inexpensive ranging in price from a few cents to a few dollars.  Much of the product is bought at cost per pound (about $7 per pound).  Other items such as their in house chocolate creations, ice cream, and soda fountain beverages are at the higher end of the price range and can cost around $4-5 a piece.

Swot AnalysisSwot Analysis

STRENGTHS WEAKNESSES

OPPORTUNITES THREATS

-Wide variety of sweets, drinks, ice cream-Buy bulk amounts-Location. trendy area. -Lots of foot traffic-Well defined theme (nostalgic, and kid friendly)-Fun, eccentric theme.-Unique offerings (vintage candy, homemade candy, old-fashioned soda, Texas ice-cream)-Family friendly/kid friendly-Affordable-Local

-Window shopper’s mentality-Lack of presence on the web/social networks-Rarely updates website-Closes early which can exclude after dinner customers.-Lack of brand recognition (small share of voice)

-High walkability rate= more opportunities for impulse purchases-Word of mouth (people love to talk about it) -Area attracts tourists/ destination point-Seasonal necessity-New location-Located in affluent area-Small business friendly-Near four major universities/ elementary schools and middle schools-Expanding web presence

-Competitors (6 candy/sweets stores within few mile radius)-Indirect competitors (dessert at restaurants, convenience stores)-Health consciousness -Bad parking in the area-Bad weather (have to walk to get there)-Bad reviews (yelp, urbanspoon, opentable, google+)-Experience

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Buzzy’s2006 Belmont BlvdNashville, TN 37212 0.5 miles away

Fuzziwigs 2126 Abbott Martin RdNashville, TN 37215 2.3 miles away

Sweet Cece’s 1708 21st Ave SNashville, TN 372120 miles away

Katy’s Hallmark4500 Harding PikeNashville, TN 372052.9 miles away

Savannah’s 310 BroadwayNashville, TN 372012.1 miles away

Rocket Fizz201 2nd Ave NNashville, TN 372012.3 miles away

Big Top Candy Shop 1621 21st Ave S Nashville, TN 37212

Music City Candy811E Dickerson PikeNashville, TN 372073.6 miles away·

The Peanut Shop 19 ArcadeNashville, TN 372192.3 miles away·

MAP OF COMPETITORS

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DIRECT COMPETITORS

Buzzy’s

Candy Store

2006 Belmont BlvdNashville, TN 37212 0.5 miles away

Buzzy’s Candy Store is located in Hillsboro Village on Belmont Boulevard. The candy store is owned and run by students of Belmont University and features favorite candy classics. With friendly staff and delicious treats, they are a local college student favorite.

Savannah’s

Candy Kitchen

Savannah’s Candy Kitchen is the place to taste down-home southern sweetness. Made famous by their gourmet pralines, they have expanded their candy collection to feature savannah cakes, caramel chocolate popcorn, pecan pies, pecan log rolls and much more! They offer moderate prices on a large array of fudge flavors, ice cream and gelato, and candied apples. Upon arrival, a friendly staff member offers their customer a free sample. Savannah’s ships nationwide and offers a 100% satisfaction guarantee with the options of getting your money back or a replacement item.

310 BroadwayNashville, TN 372012.1 miles away

Fuzziwig’s

2126 Abbott Martin RdNashville, TN 37215 2.3 miles away

Fuzziwig’s Candy Factory is part of a franchise with over 45 stores nationwide. The store is a colorful, bright and musical place with tubes and tubs of candy lining the walls and animated “candy-making” machines. Fuzziwig’s features a moderate price and has over 400 varieties of conventional, unusual and even nostalgic candies. The store features ice cream and a large selection of sugar free candies along with in-house made confections.

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INDIRECT COMPETITORS

Katy’s

Hallmark

4500 Harding PikeNashville, TN 372052.9 miles away

Katy’s Hallmark is a quaint gift store that carries many Hallmark trademarked items. Katy’s features cards for all occasions and has an in-house invitation shop for their customers custom invitation needs. Prices on all items vary but if you’re looking for a gift for a special occasion this is the place to shop. Inside of Katy’s is a mini candy shop with a large selection of M&M’s, jelly beans, and a glass display of chocolates.

Sweet CeCe’s

Frozen Yogurt

1708 21st Ave SNashville, TN 372120 miles away

Sweet Cece’s is an ice cream and frozen yogurt shop located in Hillsboro village. Cece’s offers many flavor options and the topping choices include fruit, nuts, cookies, and candies. The mixing opportunities are endless, letting every customer customize their treats to their own personal taste. Seasonal, low-fat, and fat-free flavors are also offered. They are known for their Original Tart, Country Vanilla and Cake Batter flavors . Nutritional information is available upon request. Cece’s is known for their friendly atmosphere and Two-Punch-Tuesdays.

TARGET AUDIENCEGeneral PPofile Anaylsis

Families with younger children

Adults ages 25-45 with children ages 2-12

Active in community culture

Parents work regular Monday – Friday jobs giving them plenty of time to spend with their kids on the plenty of time to spend with their kids on the weekends

ey enjoy their time as a family including their children’s recreational activities as well as family outings

Always on the lookout for great family activities and places

Live in urban or just outside urban areasLive in urban or just outside urban areas

Average household income of $45,000 + 12

TARGET PROFILES

The Carson FamilyJason, age 38, and Julie, age 36, both grew up in the Nashville area and have since settled in the popular Hillsboro neighborhood. They both graduated from Vanderbilt University where they first met. Jason works at a local record label and Julie works in sales. They have a son Ethan who is 9 years old and a daughter Ava who is 7. Julie is very involved with the kids’ schools and is a member of the PTA while Jason is currently coaching Ethan’s youth soccer team. They love having the weekends to spend as a family and enjoy showing their children all the great things Nashville has to offer. They frequently look for local events or places that have something for the entire family to enjoy. They have their set festivals that they attend every year such as the Let Freedom Sing Festival and the Tomato Art festival, but are always look

for new things to try.

The Hooper FamilyAndrew and Tori Hooper, both age 32, just recently relocated their family to Nashville, Tennessee. They just bought a house a few miles away from downtown and are excited to explore Nashville and see what fun things it has to offer. Andrew works as engineer and Tori is a part-time nurse at the hospital allowing her to stay home with their children a couple days a week. They have two young children, Nate is almost 3 and Cara is 5. Andrew and Tori are very excited to get involved with the quirky culture of Nashville, but since they just recently moved they aren’t aware of all that Nashville has to offer. They look in local newspapers and online for different events and place to go in Nashville. They want to find things that they can go to and enjoy as a family to get their kids more comfortable with their

new life in Nashville.

MEDIA VISION

Big Top invites Nashville families to stop by and experience an Big Top invites Nashville families to stop by and experience an era bygone and try homemade treats as unique as their featured

sideshow stars. is eccentric shop feels right at home in the Hillsboro neighborhood and embraces the change in scenery. Chain Link Media will take advantage of the high foot traffic already found in the area with an exciting opening promoted with curious posters reminiscent of the days when traveling

circuses held astounding mysteries.  circuses held astounding mysteries.  

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MEDIA OBJECTIVES

MARKETING OBJECTIVESTo have a successful launch/create buzz

- Store Opening (Flight 1) - Promotional Posters- Carnival People Hired on Scene - Social Media PresenceRadio: 60 day spots at $111 a spot (the week of opening: 6 stations, 20 spots per stations) AMD: 30 spots x $124, Day spots: 60 spots x $111, PMD: 30 spots x $129 to bring us 150 TRPs Poster: $375 (1000, matte, heavy, color, 13x19”)Banner: 1 opening banner: $65 (3x12”) Billboards: $3040 (one)Nashville Scene (newspaper, weekly): $3534 ($1767, half page, 2 times)The City Paper (newspaper, weekly): $2890 (,$1,445 half page, color, 2 times)The Nashville Parent Magazine (magazine): $2805 (1 full page, 1 time, color, monthly)N. Focus (magazine): 2,230 (1 full page, color, monthly)Circus perfomers: $2,000 (grand opening day)

To have an average transaction of $8.50 per customer

- To achieve goal of $9,775/Week- 10% of customers spend = $20+/week = $4,600- 20% of customers spend = $15+/week = $2,600- 70% of customers spend = under $10/week = $2,600- Estimated $9,800/week

To have an average of 1150 visitors each week.

- Walkability score of 94 (compared to Austin’s 82 bringing in hundreds a week)- Double Punch Monday - custom-ers spending a least $10 will get two elephants punched on their card- Mon-Thurs: Hundreds of people will be attracted to our location through word-of-mouth and walk-ability - Friday-Sunday: Thousands of lo-cals and tourists will visit Big Top

Establish loyal customer base of at least 500 within first year

- Followers on Twitter 75/year- Likes on Facebook 500/year- Punch card holders 60/week (new visitors 5%)

To reach a 30% Awareness of Big Top Candy Shop’s name and location.

- Impressions: Magazine, Facebook, Twitter, Radio, Newspapers, Events, Out-of-Home- Social Media $5,200 (Intern, 8 months @ $8.00/15 hours a week)- Loyalty Card: $70- Google Ad: $3,000- Nashville Population: 213,937, 30% are our Target Market : Ages 25-45 (64,181)

ADVERTISING OBJECTIVES

Establish Regular Bi-monthly interaction with loyal customer base

- Double Punch Mondays, when customers visit the store on Monday they will receive two punches on their Candy Club Punch Card with a purchase of $10- Extension of Punch Card, for every $10 spent the customer will get a punch on their Candy Club Punch Card.

Successfully support two local promotions, establishing at least one of these promotions as a long-term tool for Big Top

- Tennessee State Fair - Big Top will feature their own circus tent at the fair to spread awareness outside the Hillsboro Village. Performers, candy giveaways, and a one-of-a-kind experience is what our customers can expect. - 225,000 attend annually - Christmas in the Hillsboro Village - A ringleader dressed as Santa Claus invites customers in for Gingerbread Man decorating that will become a family tradition. - Cottage Cove Open Hands|Open Hearts Gala - Sponsorship and candy bag/Silent Auction gift basket donation - Big Top will extend a donation and sponsor 5 kids.

MEDIA MENU

Daypart CPPEarly Morning $250Daytime $310Early Fringe $357Early News $375Prime Access $379Prime $602Late News $435Late Fringe $281

TV

Daypart CPPAM $124Day $111PM $129Evening $62

Radio60 sec spots

Unique Visitors 397425300x250 $15 CPM728x90 $13 CPM160x160 $10 CPM

Unique Visitors 470125x125 $1 CPMCost $100/yr

Unique Visitors 139905300x250 $20 CPM 728x90 $20 CPM160x160 $20 CPM

Unique Visitors 7590300x250 $60/month

Tennessean.comWebsite

Localinternet.com

Nashvillebusinessjournal.com

Southernstandard.com

Posters www.gotprint.comQuantity 500 1000 13x19 $325 $352 Matte Finish Color 80 lb paper

Punch Card Quantity 500 1000

$15 $20Freak ShowCostumes

Carnival PerformersChalk $10

vistaprint.com

Guerrilla

$250$100$500

Size Cost 4.25" X 6" $0.46

Direct Mail

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Medium Size Showing #Panels 18+ Pop Cost Flight Avg EOI/Panel CPM DECPermanent 14' X 48' N/A 1 844,000 $3,039 4 weeks 277,127 $2.53 23,983Rotary 14' X 48' 25 5 844,000 $16,500 4 weeks 295,842 $3 23,155Posters 10'5" X 22'8" 25 11 844,000 $8,899 4 weeks 36,424 $1.38 7,591Digital Poster 10'5" X 22'8" 10 sec spot 6 844,000 $4 4 weeks N/A N/A 12,107

Banner 3'x12' $65Gotprint.com

OOH Lamar Advertising

Circulation:547,977Published monthly 1 month 3 month 6 monthBleed: No charge full page $16,195 $14,576 $13,118B/W or 4 color process 2/3 page $13,604 $12,470 $11,498

1/2 page $10,689 $9,555 $8,5831/3 page $7,288 $6,640 $5,8301/6 page $4,859 $4,373 $3,887

Circulation: 36,311Published monthly b/w rate 1 month 3 month 6 monthBleed: No Charge full page $2,120 $2,060 $1,965Color: extra $150 2/3 page $1,645 $1,530 $1,445

1/2 page $1,275 $1,160 $1,0001/3 page $865 $780 $740

color rate full page $2,570 $2,510 $2,4152/3 page $2,095 $1,980 $1,8951/2 page $1,725 $1,610 $1,4501/3 page $1,315 $1,230 $1,190

Circulation: 16,000Published monthly color rates 1 month 4 month 8 monthBleed: No Charge spread 6,700$ 6,150$ 5,650$ 4color process full page 2,875$ 2,620$ 1,970$

3/4 page 2,260$ 2,050$ 1,540$ 1/2 page 1,745$ 1,540$ 1,130$ 3/8 page 1,330$ 1,230$ 920$ 1/4 page 925$ 820$ 615$

Circulation: 40,000Published monthly b/w rates 1 month 6 months 12 monthBleed: No Charge 1/2 page $1,553 $1,398 $1,242B/W or 4 color process 1/3 page $1,072 $965 $857

1/4 page $817 $735 $635

color rate1/2 page $2,410 $2,169 $1,9281/3 page $1,662 $1,497 $1,3311/4 page $1,267 $1,140 $1,014

MagazineThe Tennessee Magazine

The Nashville Parent Magazine

N. Focus

The Nashville Retrospect

Sunday Circulation Sunday Life Full Page Half Page Quarter Page528,800 B/W

1x Non contract $27,604 $13,583 $6,7911x contract $17,388 $8,556 $4,278

1x1 Color + b/w $1,141 $1,141 $8562 Color + b/w $1,520 $1,520 $1,1413 Color + b/w $1,903 $1,903 $1,427

Circulation: 43,671Published weekly b/w rates 1 month 6 month 12 month

full page $2,805 $2,528 $2,191jr page $2,193 $1,977 $1,7301/2 page $1,767 $1,560 $1,3111/4 page $1,004 $888 $727

color page full page $3,695 $3,418 $3,081jr page $3,083 $2,867 $2,6201/2 page $2,657 $2,450 $2,2011/4 page $1,894 $1,778 $1,617

Circulation: 45,000Published weekly B/W rates 1 month 6 month 13 month

full page $3,335 $3,002 $2,668jr page $2,340 $2,106 $1,8721/2 pg (64) $1,664 $1,498 $1,3311/4 pg $832 $749 $665

color ratesfull page $3,435 $3,102 $2,768jr pg (90) $2,440 $2,206 $1,9721/2 pg (64) $1,764 $1,598 $1,4311/4 pg (32) $932 $849 $765

Circulation: 40,000published weekly b/w rates 1 month 4 month 8 month

full page 2,505$ 1,985$ 1,777$ junior 1,845$ 1,461$ 1,307$ 1/2 pg 1,345$ 1,065$ 952$ 3/8 pg 997$ 789$ 706$ 1/4 pg 697$ 550$ 491$ 1/6 pg 485$ 383$ 343$

Color ratesfull page 2,655$ 2,135$ 1,927$ junior 1,970$ 1,586$ 1,432$ 1/2 pg 1,445$ 1,165$ 1,052$ 3/8 pg 1,082$ 874$ 791$ 1/4 pg 772$ 625$ 566$ 1/6 pg 545$ 443$ 403$

NewspaperThe Tennessean

The Nashville Scene

The Tennessee Tribune

The City Paper

MEDIA MENU cont.

18$5 OFF

$5 OFF

BIG TOPCandy Club

CONTINUOUS MEDIA

Punch CardsPunch cards will promote customer loyalty and our average sales. For every $10 a customer spends they will get their card punched. At their 5th punch, the customer will receive $5 off for their next purchase. There will also be double punch Mondays to help speed up the process and to give customers a bi-monthly event to look forward to.

Google AdWordsWhen the potential customers search for terms such as, “candy store” and “family fun,” our website will appear on the top of the result list as sponsor links, which in turn will increase exposure and online traffic to Big Top Candy’s official facebook site.

Yelp and FoursquareYelp and Foursquare both have heavily involved users. They may post up their tips on Foursquare and their reviews on Yelp. Yelp will give Big Top the opportunity to respond to bad reviews. Finally, Foursquare now offers businesses the opportunity to be featured in their search results for offering.

InstagramBig Top is an Instagrammer’s paradise. The store itself creates a perfect opportunity for parents to snap a picture of their kids or just simply to capture the essence of the Big Top environment and share it with friends.

The Big Top Twitter page will be used to gain a customer following who will be the first to know about in-store promotions, events, and Big Top announcements. Followers are encour-aged to retweet Big Top tweets to create buzz.

Twitter

The Big Top Facebook page will be used as the primary website for customers to find information on the store, events, and promotions, as well as to share their own pictures and check into the store to generate online word of mouth. We will use Facebook as our official website. This is where the majority of our news updates and fun status updates will go.

Facebook

Big Top will maintain social media accounts with Facebook, Twitter, Instagram, and Four Square to encourage daily interaction between the store and consumers.

Social Media

Social media: $5,760 (intern salary, 20 hrs/week, $8/hr, 9 months, starts 1 month early to create buzz)Loyalty card: $70 ( $20 + $50 printing cost)Google ads: $3,000Facebook: $1,846

Yelp and Foursquare both have heavily involved users. They may post up their tips on Foursquare and their reviews on Yelp. Yelp will give Big Top the opportunity to respond to bad reviews. Finally, Foursquare now offers businesses the opportunity to be featured in their search results for offering promotions to customers who check-in.

When the potential customers search for terms such as, “candy store” and “family fun,” our website will appear on the top of the result list as sponsor links, which in turn will increase exposure and online traf-fic to Big Top Candy’s official Facebook site.

Punch cards will promote customer loyalty and our average sales. For every $10 a customer spends they will get their card punched. On their 5th punch, the customer will receive $5 off for their next purchase. There will also be Double Punch Mondays to help speed up the process and to give customers a bi-monthly event to look forward to.

Flight One

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Flight One The Circus Is Coming To TOwn ($28,399)Radio: $14,250 (the week of opening: 6 stations, 20 spots per sta-tions) AMD: 30 spots x $124, Day spots: 60 spots x $111, PMD: 30 spots x $129 Poster: $375 (1000, matte, heavy, color, 13x19”)Banner: 1 opening banner: $65 (3x12”) Billboards: $3040 (one)Nashville Scene (newspaper, weekly): $3534 ($1767, half page, 2 times)The Nashville Parent Magazine (magazine) $2805 (1 full page, 1 time, color, monthly)N. Focus (magazine): 2,230 (1 full page, color, monthly)Circus perfomers: $2,000 (grand opening day)

MEDIAWe will run radio spots during AMD, Daytime, and PMD to create awareness and generate interest during traffic, for our grand opening. Since our target consumers are parents from 25 to 45, we will advertise directly to them on their way to work and on their way back home. Furthermore, the adults are also likely to drop-off and pick-up their kids in the morning and late afternoon. The children will pick up the cues about the new candy shop in town and will ask their parents to visit.

POSTERSHillsboro village will be plastered with vintage circus posters calling one and all to see the sweet treat spectacle inside Big Top Candy Shop. The posters will describe the exciting Grand Opening and hint at the unique items that Big Top offers to create anticipation.

BILLBOARDSTo prepare for Big Top Candy Shop grand opening, we will have a billboard along highway I-40 near Hillsboro village to get people’s attention and create brand awareness.

NEWSPAPERS AND MAGAZINESTo establish Big Top’s incoming presence in Nashville, Tennessee we will place ads in high circulation publi-cations such as: Nashville Scene, City Paper, The Nashville Parent Magazine, and N. Focus Magazine. These vehicles are a perfect match for our target market, who are looking for new family-oriented activities in the city. The newspaper will target the audience who has started to catch word of the grand opening.

GRAND OPENINGWe will build anticipation for Big Top’s Grand Opening trough the use of out-of-home media, radio spots, as well as placements in newspapers and magazines.. Anticipation and excitement will build up for the new show in town. Big Top will host a circus themed extravaganza to exhibit the nostalgic and wacky candy and treats that have joined the community. Visitors will enjoy free samples and various entertainment in the store dur-ing the opening.

Flight Two

Flight Two Come One Come All ($23,776)State Fair Admission Fee : $5,000Circus : $5,500Photo Booth: $500Bonus Wheel: $200Give Away Candies :$1,000 ($100/day)Poster : $372 (1000, matte, heavy, color, 13x19”)Banner : 1 fair tent entrance : $65 (3x12”)Face Painter : $750 ($15/hrs, 5hrs/day)Intern Increase : $320 (40 hrs extra work)The Nashville Parent Magazine (magazine) $2805 (1 full page, 1 time, color, monthly)N. Focus (magazine): 2,230 (1 full page, color, monthly)Nashville Retrospect :(magazine/monthly) $1500 (halfpage, 1 month, B/W)Nashville Scene : (newspaper) $3534 ($ 1767, half page, 2 times)

STATE FAIR EVENTWe’re bringing you the world’s best candy shop during the Tennessee State Fair September 6th through the 15th. By setting up a circus themed tent people will be anxious to come in and experience a piece of our store’s authenticity. We will have face painting and a photo booth area with fun props for families to snap pictures. We will have the Big Top logo in the background and encourage parents to tag us on Facebook. An array of our best and novelty candies will be on display for sale. In order to build excitement for further visits to our actual store, we will also hire carnival performers. Taking advantage of the fair’s popularity will allow us to fo-cus funds on bringing the circus to life.. Spin the wheel! Purchasing customers will be invited to take a spin for the chance to win a small treat. Approximately 225,000 people attend the state fair each year. During this time, we will also increase the hours of our intern so that they can help employees with running events and social media outlets during the fair. This will be an event that Big Top participates in annually.

MAGAZINE AND NEWSPAPERN. Focus Magazine, The Nashville Parent Magazine, Nashville Retrospect, and Nashville Scene Newspaper will all be used to target Nashville parents in order to advertise our upcoming presence at the Tennessee State fair as well as draw people into the store. N. Focus features a social calendar insert in their September issue which will highlight the state fair. Nashville Retrospect and N. Focus have niche audiences and will have messages catered to the nostalgic and those in a particular social setting, respectively. At the same time, we will encour-age readers to scan a QR code on the advertisement to connect to Big Top’s Facebook and Twitter so that they may receive updates on upcoming events.

GUERILLA POSTERBefore the fair, we will put up posters in areas in order to attract our target audience to come see us at the Ten-nessee State Fair. The posters will promote our tent and the events we will have including carnival performers, face painting, and a fun photo opportunity for the family!

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Flight Three

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Flight Three Step Right Up ($9,646)Ringleader Santa : $100 costume + $64 extra payment (intern)Nut Cracker : $100 costume (employee)Give Away Candies (Christmas): $500The Nashville Parent Magazine (magazine) $2805 (1 full page, 1 time, color, monthly)N. Focus : (magazine) $2,230 (1 full page, color, monthly)Nashville Retrospect :(magazine/monthly) $1500 (halfpage, 1 month, B/W)Fundraising event: $1000Give Away Candies (Cottage Cove): (goodie bags) $500Sponser Children : $150 x 5 = $750 (5 kids)Silent Auction Basket Of Goodies : $100

CHRISTMAS IN THE VILLAGEChristmas in the Village is an annual event held in the Hillsboro Village filled with holiday food, entertainment, fun activities, and community held the first weekend of December. Artists, musicians, and photographers showcase their work at the event and Santa will be available for free pictures with a donation of any unwrapped toy to be donated to Toys For Tots. Several stores will be have special discounts as well as a raffle drawing for a village gift basket full of goodies! This will be an excellent event due to the foot traffic and everyone can start shopping early for those Christmas gifts. Customers are eligible to register for the Hillsboro gift basket that will be raffled in the store. During the event, we will offer Gingerbread Man cookies to be decorated with in-store candy and a circus ring-leader dressed as Santa to welcome and encourage guests to enter the Big Top experience.

MAGAZINE and NEWSPAPERWe will continue to use Nashville Parents Magazine to reach out to our target market. We want to make sure parents know that we have fun holiday events planned for their families. At the same time, we will keep using N. Focus to let our target market know about the upcoming event. Similarly, we advertise on Nashville Retrospect again because it has a niche audience interested particularly in Nashville nostalgia and history. Big Top would like to invite those who are nostalgic for the treats of their childhood and share them with a new generation.

GUERILLA POSTER

Cottage Cove is a non-profit helping at-risk children and youth stay on the right track by providing a free out-of-school program.Open hands|Open hearts is Cottage Cove’s premiere fundraising event gala that features entertainment, dining and a silent auction which will benefit and showcase Cottage Cove. At the gala, Big Top Candy Shop will donate candy bags featuring our company card which will be available for all of our guests. The bags will be pleasantly arranged on our sponsored table and distributed by Big Top employees. We will be a Copper Sponsor, donating $1,000.00 as well as being an Emerald sponsor for five kids at $150.00 each. By being a sponsor, Cottage Cove will include us in their web exposure including a Big Top site link from their website, program and media exposure for the event, plus our logo and/or name placement in publications and presentations throughout the year as well as hosting a complimentary table. Big Top will also be donating a goodie basket for the Silent Auction.

COTTAGE COVER FUNDRAISING EVENT (NOV 6-8)

Medium Cost %  of  Flight %  of  Total  BudgetRadio $14,250 50.36% 19.00%Poster $375 1.33% 0.50%Banner $65 0.23% 0.09%

Billboard $3,040 10.74% 4.05%Nashville  Scene $3,534 12.49% 4.71%

Nashville  Parent  Magazine $2,805 9.91% 3.74%N-­‐focus  Magazine $2,230 7.88% 2.97%Circus  performers $2,000 7.07% 2.67%

Total $28,299 100.00% 37.73%

Flight  I

BUDGET SUMMARY // MEDIA MIX

Budget %  of  Total  BudgetContinuous $10,676 14.23%Flight  I $28,399 37.87%Flight  II $23,776 31.70%Flight  III $9,649 12.87%

Contigency   $2,500 3.33%Total   $75,000 100.00%

Budget  Summary

14%  

38%  32%  

13%  3%  

Budget  Summary  

Con+nuous  

Flight  I  

Flight  II  

Flight  III  

Con+gency    

Media  Mix Cost %  of  Total  BudgetRadio $11,460 15.28%

Newspaper  &  Magazine $28,063 37.42%OOH $3,170 4.23%

Guerilla $14,961 19.95%Non-­‐Traditional $12,996 17.33%

Sponsorship $1,850 2.47%Continguency $2,500 3.33%

Total $75,000 100.00%

15%  

38%  

4%  

20%  

17%  

3%  

3%  

Media  Mix  

Radio  

Newspaper  &  Magazine  

OOH  

Guerilla  

Non-­‐TradiBonal  

Sponsorship  

ConBnguency  

Budget  SummaryBudget %  of  Total  Budget

Continuous $10,676 14.23%Flight  I $28,299 37.73%Flight  II $23,776 31.70%Flight  III $9,649 12.87%

Contigency   $2,600 3.47%Total   $75,000 100.00%

14%  

38%  32%  

13%  3%  

Budget  Summary  

Con+nuous  

Flight  I  

Flight  II  

Flight  III  

Con+gency    

Media  Mix Cost %  of  Total  BudgetRadio $14,250 19.00%

Newspaper  &  Magazine $25,173 33.56%OOH $3,170 4.23%

Guerilla $14,961 19.95%Non-­‐Traditional $12,996 17.33%

Sponsorship $1,850 2.47%Continguency $2,600 3.47%

Total $75,000 100.00%

19%  

34%  

4%  

20%  

17%  

3%  

3%  

Media  Mix  

Radio  

Newspaper  &  Magazine  

OOH  

Guerilla  

Non-­‐TradiAonal  

Sponsorship  

ConAnguency  

26

Med

iaVe

hicle

Metho

dBu

dget

%  Total  Bu

dget

AM  Drive

30  sp

ots  x  $1

24$3,72

04.9

6%Da

y  time

60  sp

ots  x  $1

11$6,66

08.8

8%PM

 Drive

30  sp

ots  x  $1

29$3,87

05.1

6%Billbo

ard1  x

 $3,04

0$3,04

04.0

5%Op

ening

 banner

1  x  $6

5  (3x12")

$65

0.09%

State  

fair  b

anner

1  x  $6

5  (3x12")

$65

0.09%

Circus  p

erfor

mers

$2,00

0$2,00

02.6

7%Poste

rs2000  x  $.3

735

$747

1.00%

State  

fair  A

dmission

$5,00

0$5,00

06.6

7%Cir

cus

6  days  x  $9

17$5,50

07.3

3%Photo  b

ooth

10  da

ys  x  $50

$500

0.67%

Bonu

s  wheel

10  da

ys  x  $20

$200

0.27%

Fair  p

ainter

10  da

ys,  5hrs/d

ay,  $15/hr

$750

1.00%

Ringle

ader  Sa

nta

$100  +  $8/hr,  8

hrs

$164

0.22%

Nut  C

racker

$100

$100

0.13%

Socia

l  Media  Int

ern  

$8/hr  x  20

hrs/w

eek  x

 36we

eks  +

 overtim

e$6,08

08.1

1%Loyalty  ca

rd5,0

00  ca

rds  x  $.01  +  $20  c

ard  pu

ncher

$70

0.09%

Facebo

ok  ad

s36  weeks  x  $50/we

ek$1,84

62.4

6%Go

ogle  Ad

Words

36  weeks  x  $83.3

3/we

ek$3,00

04.0

0%Sta

te  fair  give

 away  ca

ndies

$1,00

0$1,00

01.3

3%OH

OH  give  aw

ay  ca

ndies

$500

$500

0.67%

Christm

as  give  aw

ay  ca

ndies

$500

$500

0.67%

OHOH

 event

$1,00

0$1,00

01.3

3%Spon

sored  k

ids5  k

ids  x  $150/kids

$750

1.00%

Candies

 for  a

uctio

n$100

$100

0.13%

Nashville  Scene

4  insertio

ns  x  $1,76

7  (half-­‐page,  colo

r)$7,06

89.4

2%Ne

wspa

per  &

Nashville  Parent  M

agazine

3  insertio

ns  x  $2,80

5  (ful

l-­‐page,  color

)$8,41

511.22

%Magazine

N-­‐foc

us  M

agazine

3  insertio

ns  x  $2,23

0  (ful

l-­‐page,  color

)$6,69

08.9

2%Na

shville  Retro

spect

2  insertio

ns  x  $1,50

0  (half-­‐page,  B/W

)$3,00

04.0

0%

Non-­‐tra

d

Spon

sorsh

ip

Oct

Nov

Dec

Jan

Radio

Guerilla

OOH

Apr

May

Jun

Jul

Aug

Sep

FLOW

CHA

RT A

PRIL

- J

ANUA

RY

28

30

CHAIN LINK MEDIA has prepared a compelling campaign inspired by Big Top’s eccentric approach to candy. We are excited to implement a

plan that will inspire a sweet relationship between Nashville and Big Top Candy Shop.

CHAINLINK

MEDIA

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