MEDIA PLAN by

Agency Credentials.................…………...........3

Executive Summary…………………………………….4

Media Vision…………………………….………………..5

Objectives & Measurement………………………..6

Trade Area………………………………………….………7

Continuous Media………………………………….…..8

Flight A………………………………….……………..…...9

Flight B………………………………….……………….….10

Flight C………………………………….…………………..11

Flight D………………………………….…………..….....12

Media Menu Additions…………………….…….….13

Media Mix……………………………….…………….….14

Budget Summary…….……………….………………..15

Flow Chart……………………………….…………….….16

Flow Chart……………………………….………………..17

Call to Action…………………………….……….……..18

Table of Contents

Agency Credentials

We are Aero Black Media, a full-service agency based inAustin, Texas. We value all that is innovative, original, andpassionate. Simply starting as a group of friends in collegewith no resources or connections, we never imagined creatingour own successful full-service agency. Our mantra is, “It’snot about the hand you’ve been dealt, it’s how you play thegame.” We were simply a group of five who saw a vision ofwhat could be when we harnessed our creative, management,and strategic skills into what is now Aero Black Media.

We decided to call ourselves Aero Black because our visionran deeper than just us; we knew that all ideas are endlesslike a black hole and can turn into something that changesfaster than we ever thought possible. Our team continues touse this vision everyday as we work with brands and clientswho also dare to branch out and reach for new possibilities.

Levi LopezAccount Planner

Caitlyn WatsonMedia Planner

Ridhi PatelComm. Director

Jacob GonzalesCreative Director

Ashley StoneProject Manager

Executive Summary

Aero Black Media & Marketing will implement a flighted media plan that will maximize Tomlinson’s presence in the Ballard Landmark District and drive customers to the new location. The strategy has been divided into four flights that emphasize each of our main goals and objectives: Awareness, Rising Up, Pets, and Tradition and Loyalty.

The first flight, Awareness, begins with a wave of advertising efforts across multiple platforms: Print, Events, Out of Home, and the beginning of continuous Social Media and Search Engine Marketing campaigns. Since Tomlinson’s is new to the area, this flight is heavily focused on efforts that will establish a name for the brand in our Trade Area. These efforts include a print ad in Seattle Metropolitan that will promote our Grand Opening, Billboards, and Bus advertisements.

Once Tomlinson’s has been established in the minds of the Seattle residents, flight two, Rising Up, aims to increase sales by driving customers to our stores. To do this, Billboards and Bus advertisements will continue to run with the addition of dog park Banners. A Geofence will be set up around the store for the entire flight to direct customers to our location when they are in the area. In addition to this, Tomlinson’s will be making a weekly appearance at the Ballard Farmers Market in the form of free tote bags containing coupons and doggie bags that will be gifted outside of the event.

After directing customers to Tomlinson’s and developing our consumer base, the third flight, Pets, will focus on establishing Tomlinson’s as a community partner — primarily through Events. Tomlinson’s will be a sponsor for Dogtoberfest, an annual community festival. In addition to this, Tomlinson’s will host an adoption day that partners with the local Seattle Animal Shelter and Seattle’s Mental Health Alliance to provide our customers a new pal and any mental health support they may need as well.

As the media strategy comes to a close, we want to establish Tradition and Loyalty with the consumers generated in the first three flights. Tomlinson’s is all about tradition, and Aero Black Media & Marketing wants to plant the seeds for that tradition in the Ballard Landmark District. As a representation of this focus on loyalty and tradition, the efforts used in this flight are primarily traditional media.

Media Vision

Standing with tradition, Tomlinson’s Pets

wants to develop a trusting companionship

with their forever clients based on their

knowledge of naturally smart pet supplies

and brand transparency in this new market

of Seattle, Washington with the help of

various media and engagement efforts that

will drive generations of lifelong customers

to the store.

Objectives & MeasurementPetsAwareness

Rising Up Tradition & Loyalty

The first flight is aiming to raise

awareness as Tomlinson’s branches out to

the Seattle area. The objective is to

generate buzz to the Ballard District in

order to inform the local community about

the new upcoming location. We want to

establish Tomlinson’s Pets as a new pet

shop through social media and the

opening day event with potential

consumers on relevant platforms in a way

that is consumer-centric.

The second flight will focus on an

incentive to join the Tomlinson’s purchase

funnel and promote in-store/online

conversions. We aim to build a

relationship with consumers to gain sales

and join promotional conversations with

the Tomlinson’s boutique in the Ballard

Market Region. This will begin the

process of turning Tomlinson’s into the

“It” Pet Store of Seattle.

The third objective will ensure that

Tomlinson’s is known for being a

community-oriented brand through events

such as mental illness awareness and pet

adoption mash-up hosted by Tomlinson’s

in partnership with local organizations.

The purpose behind this flight will be to

establish our name as a community

partner, develop relationships with new

brand adopters, and establish brand

loyalists. This will bring the community

together and create an environment that

both pets and pet owners love.

Tomlinson’s is heavily focused on

tradition and we will strive to carry with

us to our new location. To showcase

Tomlinson’s dedication to family,

loyalty, and customer-centric hospitality

promotions during this flight Because we

are focused on old-fashion tactics, our

media plan will primarily focus on using

traditional media and building brand

loyalty.

Aero Black Media aspires to take an integrated approach when conducting the media plan. By

creating and executing a 360-degree media plan, we will be able to fulfill the needs of our

target market. We will strive to be consumer-centric in order to be successful as we carry out

our campaign. It is an important asset to monitor each of our media efforts and we plan on

doing so throughout our campaign by having implemented systems documenting that and by

using each platform’s analytics. Our contingency budget will use these analytics to optimize to

ensure Tomlinson’s feed is getting the most in return for their investment.

Measurement

Trade Area

Aero Black Media suggest

investments into the zip codes of

98103 and 98107. This Trade Area

has a large share of our target

demographic. It is our assumption

based on stats that many graduate

students and those new to their

industry’s live in these

neighborhoods that border the

University areas.

Zip Code 98107Total Population: 24,179

Median Income: 81.8K

Age:

25-29: 15.7% of this zip population.

30-34: 18.6% of this zip population.

34-39: 10.5% of this zip population.

Non-Marital Status (Female/Male):

25-29: 77.8% / 91.8%

30-34: 55.8% / 55.9%

34-39: 44.0% / 42.6%

Enrollment in school:

1,128 are enrolled in Graduate School

Zip Code 98103Total Population: 49,364

Median Income: 84.1K

Age:

25-29: 17.4% of zip code population.

30-34: 13.2% of zip code population.

34-39: 9.66% of zip code population.

Non-Marital Status (Female/Male): :

25-29: 79.0% / 78.6%

30-34: 47.2% / 56.0%

34-39: 28.8% / 44.1%

Enrollment in school:

2,563 are enrolled in Graduate school

[1] Statistical Atlas - Seattle Overview, 2018, https://statisticalatlas.com/neighborhood/Washington/Seattle/Ballard/Overview[2] Ingo Menhard Mediendesign, www.werbeantrieb.de

CONTINUOUS MEDIA

SEM/SEO

Online activities are a necessity of the modern

world. AeroBlack’s media plan for the

Tomlinson’s brand is a flighted structure that

includes a continuous online presence.

Consistently, ad dollars will be spent on

words such as ‘cat food’, ‘dog bed’, ‘dog

food’, ‘pet food’, ‘cat litter’, and ‘dog toys’.

As our SEM efforts bring in more clients to

the store, our SEO efforts will become more

sophisticated by including trending, relatable

words in our online product tagging, social

media posts, press releases, and online

content.

FACEBOOK will be used to converse with

the purchasing demographic, post photos,

videos, blogs, online/in-store promotions, and

allow our followers to “check-in” at our

events. Boosts during Flight A will occur

during the two weeks surrounding our grand

opening to gain new followers to our brand’s

account.

On INSTAGRAM, the Tomlinson’s

account will feature posts of pets and

their owners posted three-times

weekly and occasional inspirational

posts, all-of-which will be filtered

with Tomlinson’s branded pastel

colors.

The Tomlinson’s TWITTER account

will be posted on 12-14 days. During

off-hours and weekends, brand

mascots, Tommy the Dog and Tammy

the Cat, will become the voice of the

account to share planned and breaking

news posts.

• Facebook, Instagram, Twitter

• Conducted by AeroBlack until the end of the contract term

• Optimized scheduling after Flight A

• Continuous online effort with intermittent boosted posts

(during events)

PODCAST

After much research, AeroBlack has determined that

purchasing media space in Seattle’s Morning News by

Dave Moss, Seattle Kitchen, and The Ian Furness

Show will help Tomlinson’s grab the ear of their

target demographic with several unique messages.

FLIGHT AOPENING DAY (May 11th)

The Opening Day Event will be the center focus of promotional advertisements and

press releases, that generate brand awareness, earned, and shared media. The event will

include complimentary fish and chips, free check-ups on pets from certified

veterinarians, and a photo backdrop with a photographer. With permission, photos will

be shared on Tomlinson’s social media accounts. A stand will be available where

attendees can create a social media account for their furry friends. Attendees will receive

a free one-year subscription to Tomlinson’s Pet Club, discounts on products, and more.

FURRY 5K

The new pet-shop-on-the-block will become

one of the top presenting sponsors of

Seattle’s Furry 5K. This renowned event

boasts thousands of visitors who participate

in social media influence, experiential

activities, and brand endorsement.

Tomlinson’s donation will solidify the top

spot on all promotional advertisements and

the finish-line banner.

SNAPCHAT filters will be usable in the Ballard

Landmark District and surrounding areas near our

competitors’ stores to promote the opening of the

new location. Our goal is to drive an even younger

demographic into the store. Toward the end of the

year, the goal is to have a Tomlinson’s Branded

Snapchat.

GEOFENCING

Messages will be sent to the phones of our target

market in the Ballard Landmark District and outside

of our competitors’ stores. The message will state

that Tomlinson’s will match or beat any competitor’s

price by 10% at our store if they come in and show

this message.

The first BILLBOARD will be used between April

28th - May 26th. To capture the attention of the

young professional as they commute from the

Ballard Landmark District to Downtown, the ad will

be placed at 15TH AV NW WL 143F S/O

BALLARD WY NW SF-1 to help emphasize the

newly opened location of Tomlinson’s. KING BUS ads will be used to promote the

new location and grand opening. Our target

demographic frequently uses the Rapid

Metro Lines D, E, and Route 44 to get from

their homes to downtown for work. These

lines also provide opportunity for

establishing new segments.

PRINT

Tomlinson’s will use a promotional ad in the May

edition of the Seattle Met that will spring customers

to our door. Seattle Met readers are very loyal; 60%

claim to frequently purchase products that are

advertised in the magazine and the median age for

both print and digital readers fall into our target

audience.

[1] Advertise - Seattle Met, https://www.seattlemet.com/

1

FLIGHT B

FARMERS MARKET

Every Sunday during the Summer,

Tomlinson’s will be outside of the city

Farmers Market to pass out Tomlinson’s

Branded Totes. These reusable shopping

bags are redeemable for a 10% discount

every time they are used at the Seattle

location.

GEOFENCING

Our geo-fencing efforts for Flight B will

target the general area around the store and

the weekly farmers market to let people

know that Tomlinson’s is passing out

promotional gift bags in front of the market.

The next BILLBOARD will be placed in a

new location, 15TH AV NW WL 97F N/O

NW 57TH ST SF-1, to promote Tomlinson’s

brand. This flight is focused on incentivizing

Seattleites to join our purchasing funnel. This

billboard will be placed by our biggest

competitor, Mud Bay, to function as a direct

offensive.

TAIL BUS ADS

These ads will be used to spread the

word of Tomlinson’s fun nature. The

ads will show the company logo, the

location of our new store, and an

interactive creative to catch the eye of

drivers and passengers alike.

DOG PARK BANNER

The months of July and August are

when Seattle citizens spend the most

time outdoors with their pets.

Tomlinson’s will place a promotional

banner in Seattle’s largest dog park to

generate new traffic to the store.

FLIGHT C

THEY SUPPORT YOU: ADOPTION DAY

This event will epitomize Tomlinson’s dedication to healthy pets and happy customers

in their community. Tomlinson’s will partner with Seattle Animal Shelter and Seattle’s

Mental Health Alliance to provide support to our stressed target demographic with

mental health counselors and adopting a new pet. The store will be donating $100 in

treats and toys to the Seattle Animal Shelter and donating any money raised during the

event fundraiser to the Seattle Mental Health Alliance for their assistance.

DOGTOBERFEST is one of the most frequently visited pet events in the city.

Tomlinson’s will be an official sponsor of the 2019 Dogtoberfest where Tomlinson’s

will receive a banner, promotional materials, and social media influence in return. 94%

of the 20,000 attendees are between the ages 21-50, which falls within our target

audience.

[1] Sponsorship Information and Festival Demographics - Fremont Oktoberfest, https://fremontoktoberfest.com/

1

SOCIAL MEDIA BOOST will be used

to add new followers to the Tomlinson’s

accounts and promote the adoption day

event.

PRINT

This editorial ad in Seattle Met will focus

on incentivizing people to buy our all-

natural and family-friendly products. The

focus of Flight C is to generate a

conversion, and our target demographic

will get an insight into our products

during this full-sized ad.

OOH

Tail bus ads and dog park banners will

continue until the end of the flight.

FLIGHT D

BOOST on our accounts will be done

during Thanksgiving week and the week

leading up to Christmas to promote

holiday sales and wish our followers a

happy holiday season.

INTERIOR BUS ADS

These tiny ads will be instrumental in our

promotional advertising to our target

market as they travel to work during

Seattle’s coldest and rainiest months.

These ads will contain promotional

phrases that position Tomlinson’s as a

community-friendly store.

PRINT

This 1/3 page ad in Seattle Met will be

promoted for showing Tomlinson’s as a

community player. The focus of Flight

C is to inspire tradition and loyalty.

This ad will unveil the benefits of our

Pet Club Program for frequent shoppers

and with a happy holiday during the

December edition.

Media Menu Additions

Event Date(s) Type of Ad Cost ($)

Furry 5k June 9th Presenting Sponsor 12,500

Furry 5k June 9th Bandana Sponsor 5,000

Furry 5k June 9th Tennis Ball Sponsor 5,000

Ballard Farmers Market Every Sunday Coupon Printing 3,999.99

Ballard Farmers Market Every Sunday Labor 400

Ballard Farmers Market Every Sunday Tote Bags .94/each

Ballard Farmers Market Every Sunday Doggie Bags 39.99 per 2200

Adoption Event October 11th Table Cloths 5.99/each

Adoption Event October 11th Folding chairs 61.99 per 5

Adoption Event October 11th White Table 50.31/each

Adoption Event October 11th Treats and toys 100

Grand Opening May 11th Emerald City Food 777

Grand Opening May 11th Veterinarians 308.28

Grand Opening May 11th Photo backdrop 225

Grand Opening May 11th Student Photographer 300

Grand Opening May 14th Grand Opening Banner 27.37

Dogtober Fest September 20-22th Sponsorship 5,000

Medium Cost ($)

Snapchat Geo-

Filter 7

Facebook .64 CPM

Facebook Boosts 50/week

Instagram 7.91 CPM

Instagram Boosts 9.99/3 days

Twitter 3.50 CPM

Geo-Fence 199/month

Podcasts 25 CPM

Events:[1] Sponsorship Opportunities - Furry 5k, http://www.furry5k.com/[2] Postcards - FedEx, https://www.fedex.com/[3] Promotional Non-Woven Convention Tote - Custom Ink, https://www.customink.com[4] Downtown Pet Supply - Amazon, https://www.amazon.com/[5] Rectangular Tablecloths - Tablecloths Factory, https://tableclothsfactory.com/[6] Sponsorship Information and Festival Demographics - Fremont Oktoberfest, https://fremontoktoberfest.com/[7] Banners on the Cheap - https://www.bannersonthecheap.com/[8] Folding Table - Amazon, https://www.amazon.com/[9] Menu - Emerald’s Fish & Cities, http://www.emeraldcityfishandchips.com/[10] Home Page- StickersBanners, https://www.stickersbanners.net/[11] Photography Pricing Guide - Pixpa - https://www.pixpa.com/[12] Seattle Animal Shelter Veterinarian hourly salaries in Seattle, WA - Indeed- https://www.indeed.com/

Social:[1] Create Your Own - Snapchat, https://create.snapchat.com/[2] Facebook Ads - Metricol, https://metricool.com/[3] Instagram Ads - Adstage, https://blog.adstage.io/[4] Do Twitter Ads Work - Wordstream, https://www.wordstream.com/[5] How to Boost Instagram Posts - Clix, http://www.clixmarketing.com/[6] Boosting Posts on Facebook - Undullify, https://undullify.com/[7] Podcast Advertising Rates - Adopter Media, https://adopter.media/[8] Pricing - Geo Targetly, https://geotargetly.com/

Online/Social Media Social 1-8

Experiential Events 1-8

Media Mix:Our Bag of Tricks

Meet & Greet Opening Day Kick-off $1,637.65 1 d 150 $1,637.65

Ballard Farmers Market Market Bags $8,579.60 5 d 70,000 $8,579.60

They Support You Adoption/ Mental Health Drive $505.48 1 d 35 $505.48

Furry 5K Presenting Sponsor $12,500.00 1 d 2000+ $12,500.00

Dogtoberfest Dog Day Sponsor $5,000.00 1 d 20000+ $5,000.00

70,185 $28,222.73

Google Ad Words SEM $1,581.68 8 mo 251,984 $12,653.44

Seattle Morning News Seattle's stories of the day $25 CPM 4 d $1,500.00

The Ian Furness Show Interviews/Hot Topics/Sports $25 CPM 4 d $1,500.00

Seattle Kitchen Food based podcast $25 CPM 4 d $1,500.00

451,984 $17,153.44

Post/ Promotions $5.88 8 mo 55,125

Boosts $50/wk 10 wks 1,400/boost

Post/ Promotions $72.00 8 mo 55,125

Boosts $3.33/day 58 d 7,908/boost

Twitter Post/ Promotions $32.16 8 mo 55,125 $581.39

Snapchat Filter Awareness/ Direct Offensive $7/day 10 d — $70.00

Geo-Fencing Awareness/ Direct Offensive $199/month 1 mo + 4 d — $225.53

332,263 $1,874.38

3 routes/ 5 buses each King Metro Transit Ad $589/month 1 mo $8,970.00

3 routes/ 5 buses each Tail Metro Transit Ad $438/month 1 mo $6,570.00

3 routes/ 5 buses each Interior Metro Transit Ad $45/month 1 mo $675.00

Large Billboard Awareness/Offensive Billboard $10,450/month 2 mo 4,626,522/month $20,900.00

Community Dog Park Ad Banner $535/month 2 mo — $1,070.00

9,524,823 $38,185.00

Seattle Met Magazine 1 Full Page $6,606 1 mo

1/2 Page $3,590 2 mo

Contingency — $778.45

GRAND TOTALS 10,576,073 $100,000.00

Instagram $450.39

$547.07

Events

Total

Online

Total

Social Media

Facebook

200,000

Total

OOH

271,779

Total

Print

Extra

196,818 $13,786.00

CostTitle/Placement Concept Rate Duration (mo/d/yr) Reach/Impressions

Budget Summary

Category Percent Budget Amount ($)

OOH 38.19% 38,185

Print 13.79% 13,786

Podcasts 4.50% 4,500

Sponsorships 17.50% 17,500

Events 10.72% 10,722.73

SEM 12.65% 12,653.44

Online/Social 1.87% 1,874.38

Contingency 0.78% 778.45

Total 100% 100,000.00

Flow Chart

28 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25

1 2 3 4 5 1 2 3 4 1 2 3 4 5 1 2 3 4

Events Opening Day Event

& Guerrilla Adoption Day

Farmers Market Bags

Sponsorships Furry 5K

Dogtoberfest

Online SEM/SEO Continuous

Podcast Seattle Morning News

The Ian Furness Show

Seattle Kitchen

Social Media Facebook

Instagram

Twitter

Snapchat Filter

Geo-Fencing

OOH Billboard

Tail Bus Ads

King Bus Ad

Interior Bus Ad

Dog Park Banner

Print Seattle Met Magazine

Vehicle Medium

Week Start Date

Week Number

Flight A Flight B

May June July August

Flow Chart

1 8 15 22 29 6 13 20 27 3 10 17 24 1 8 15 2229-31

1 2 3 4 1 2 3 4 5 1 2 3 4 1 2 3 4 5

$1,637.65 150

$8,579.60 35

$505.48 70,000

$12,500.00 2,000+

$5,000.00 20,000+

$12,653.44 $12,653.44 251,984

$1,500.00

$1,500.00

$1,500.00

$547.07 69,125

$450.39 208,013

$581.39 55,125

$70.00 —

$225.53 —

$20,900.00 9,253,044

$6,570.00

$8,970.00

$675.00

$1,070.00 —

$13,786.00 $13,786.00 196,818

Vehicle Cost

Flight DFlight C

DecemberOctober NovemberSeptember

Media Total

$1,874.38

$4,500.00

271,779

Known

Impressions

$10,722.73

$38,185.00

$17,500.00

200,000

Aero Black Media strives to deliver the best services uniquely customized to each client. Our goal is to bring innovative, original, and passionate ideas to the table. We will work with traditional and digital media to provide the best results for Tomlinson’s Feed branching out to the Seattle area.

With our years of experience, we believe we have a propensity to deliver exquisite products and services to our customers and their furry friends. With that, Tomlinson’s Feed will become prominent within the Ballard Landmark District and become known through all of Seattle.

Aero Black Media is poised in executing the proposed media plan. Our knowledgeable team is thrilled to work with Tomlinson’s Feed as it expands in the Seattle area.

We believe that it’s not about the hand you’ve dealt with, it’s how you play the game. We thank you for your time to consider Aero Black Media for executing your next vision and we look forward to hearing from you soon.

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