“We make it personal.”

. : Company Analysis : .

Based in Frankenmuth, Michigan, for over 60 years, Bronner’s is

ready to expand their markets in 2013!

Largest Christmas

Store in the world!

Started in 1945

Family owned and operated

. : Objective : .

To increase Bronner’s brand awareness and increase sales.

Bronner’s has 2 goals from their new digital marketing plan:

1) Develop a larger social media community

2) Become the top-of-mind place for personalized gifts

. : Company Projections : .

. : Target Market : .

Bronner’s new digital and social marketing campaign will be targeted towards….

People between

the ages of 18-35

Why? They are the the

main users of…

Digital

Social

Media

. : Creative : .

We make it personal… …with your story.

They story is familiar to all of us. You have a special someone in your life that you want to give a gift to. One that is special but you do not

know what it is.

Bronner’s “We Make It Personal” campaign is the answer.

. : The Story : .“Carol had a friend named Corey. Corey and Carol built a

friendship over a summer while going to Bluegrass and Americana concerts. At the end of the summer Carol went away to school

and left Corey behind but continued to talk. In the fall, Corey told Carol that he was moving way to Boston and Carol was happy for Corey but sad all the same. She wanted to get Corey a gift that he

could take with him to remind him of Carol. She searched high and low until she found a small but delicate banjo ornament at

Bronner’s. She wrote a special note that was painted on the back of the ornament just for Corey. During her holiday break, she gave

Corey the ornament and he knew that it was made just for him. Now every Christmas, Corey hangs his banjo ornament Carol have

him and his heart is filled with warmth and memories of their summer together. He knew Carol made it personal.”

. : Interaction : .

SocialMedia

MobileApps

. : Social Media Platforms : .

Snap photos of their personal gift giving stories and memories with Instagram.

You can share it with the Bronner’s community and link it to your personal blog to show a photo or video of the gift.

Take photos, videos or post it to the Bronner’s Facebook page directly for others to see!Share, pin or blog about your ideas to your Pinterest community as well as browse other pinners ideas on the new Bronner’s Pinterest Page!

. : Mobile App : .

Free Mobile App For Smartphone Users!

New

• Access to all of the Bronner’s ornaments! • Create 3D images of their personal gift ideas• Order via your smartphone!

. : Engage and Culture : .

December 01, 2013 • Launch pre-developed social media platforms

January 01, 2014•  Launch the Bronner’s mobile app both in the

U.S. and internationally.

Social and digital media plan of action:

. : Analysis and Shaping : .

• Monthly evaluation of all social and digital media platforms.

• Continue to monitor and shape the content on each.

• Let the customers lead the way!

. : Budget : .

Initial funds required for year 1: $400,000– This will include the 3 developers, software,

equipment overhead allocation, and advertising budget needed for all social and digital media ads.

Projection for the next 3 years:Years 2-4: $323,000

– Developers (3) Income Total: $120,000– Advertising Budget Total: $200,000– Equipment Overhead Allocation: $3,000

. : Evaluation and Summary : .

• Monthly Market Anaylsis– Is the target market being reached?

• Found in all social media business account stats.

• Google Analyics– How many are we reaching?

• This will measure the number of people searching for Bronner’s, etc.

• Key Performance Indicators– This will clue Bronner’s on what is the best

methods to reach their market in the end of the year report.

Carolyn McKellarADV 420 – Fall 2012