city coffeemediaplan
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CITY COFFEE MEDIA PLANSAVANNAH, GEORGIA
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DETAILS
• Budget
• None; ideas and prices will be approved by Donald
• Problems
• Lack of awareness of existence due to recent opening
• Grand opening was not effective
• SCAD students (one of three main demographic targets) not able to experience grand opening
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DEMOGRAPHIC TARGETS
• Local Savannahians
• Savannah Tourists
• SCAD students
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MEDIA TARGETING ALL DEMOGRAPHICS• Bus Advertisements
• http://www.advertiseonthebus.com/
• Need to send them more information for a quote
• Multiple sized ads
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SAVANNAH BUS ADS
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MEDIA TARGETING ALL DEMOS—BUS ADVERTISING• http://www.bluelinemedia.com/bus-advertising
• National organization
• Nonprofit discount
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MEDIA TARGETING ALL DEMOS• Online Presence
• No presence online on tourist/local information pages regarding Savannah
• visitsavannah.com, savannah.com, etc.
• Becoming a member of the Savannah Area Chamber will increase visibility of City Coffee and Ethos Hall:
• Members, depending on their type of industry, have opportunities for publicity through an assortment of publications, including our Official Visitor Guide and Relocation Guide; a variety of websites such as Visit Savannah, Savannah I Do, Savannah Meetings, and Savannah Specials; as well as access to brochure racks at our Visitor’s Centers! Also, when contacted for referrals, we only recommend our Chamber members.
• The base dues of $295 include the annual membership investment. There is an additional administrative fee of $25 for all new memberships. Membership is for 12 months.
• Nonprofit events pay base only.
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MEDIA TARGETING LOCALS AND SCAD• Facebook
• Can target SCAD students specifically or any Savannahians
• Can pay per impression (people who see ad and act upon it, such as liking a page) or per click (people who click on the ad and are redirected elsewhere)
• Prices based on bidding system
• Dependent on who else is targeting our specific demographic
• Can set a maximum “bid”, or price for our ad that we are not wanting to go over
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OPPORTUNITIES—MARKETING TO SCAD STUDENTS
• SCAD students
• Another workplace other than home/dorm/academic buildings
• Outlet for their work
• SCAD musicians
• SCAD artwork on the monitors
• SCAD Day: Art contest; other event promoting the workspace
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SCAD STUDENT MARKETING• SCAD Radio
• Rates not known; must email for a quote
• 3 opportunities:
• Mentioned during broadcast
• Radio sponsors are featured on SCAD Radio website
• SCAD Radio can have a live remote at City Coffee, stating the address and business name in its broadcast
• Could potentially go remote during live music event
• Would be good to promote local artists or even SCAD musicians
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SCAD STUDENT MARKETING
• SCAD Newspaper
• Hits the SCAD market
• Unsure if a good investment due to potential limited knowledge of newspaper’s existence by SCAD students
• 1,638 likes on Facebook
• Good way to get free advertising if events(like SCAD Day or live music) are covered by the newspaper
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Keep in mind, this is cost per thousand, so total costs would be, for example: $5.60 x 10=$56 per month ($5.60 per thousand impressions)
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SCAD STUDENT MARKETING• Use existing SCAD landmarks
• Put City Coffee stickers on Bus Stops
• SCAD Card
• City Coffee has already applied to have SCAD Card usage as payment
• It would be beneficial to add a discount to this if possible (indicate on application)
• SCAD Orientation Fair
• Website outlines a vendor fair at the Savannah Civic Center on September 13 th. It would be ideal to be a part of this, however, a contact has not been found for information on entering the fair.
• Perhaps call Student Services: 912.525.6980
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RATIONALE AGAINST CERTAIN MEDIA• Television
• Our budget would probably not allow for TV spots
• Impressions would be minimal, as television ads have become clutter
• Radio
• The best way to utilize radio would be to record a spot and place it on a station that corresponds with the genre of live music that will be played. However, we usually do not know the dates/times/artists that will be featured, so unless a schedule is put in place, the radio spots for coffee may not target a specific demographic.
• Special Events
• Upon looking at the City of Savannah webpage, it seems as though we would not be able to host an event with a booth or the like in any park, as it is not a ticketed event.