Quality Dairy Ad Campaign

Jessica Carter

Challenges & Goals• Quality Dairy is a small brand of (31) convenience stores

located only in Mid-Michigan– 29 have beer and wine, 15 have liquor, 8 have gas stations, and 6

have laundromats• They specialize in selling Michigan made products

– Until researching this brand, I did not know this. I’m assuming most people aren’t aware of this, which is why it will be the basis of my campaign.

• Annual revenue is $1 million -$2.5 million per store– The goal of my campaign will be to increase store sales to $3

million by 2013• Reaching the goal will require careful execution of

advertising tactics, since the brand is so small

Current Advertising

• The primary target audience is college students (18-24) and families.

• Currently, QD does the majority of the advertising through radio and outdoor (billboards)

• They have recently employed social media and have Facebook and Twitter accounts, as well as a text or email program for the “Deal of the Day”

• QD tweets about current deals and specials and when you “Like” their Facebook page, you can keep up with current deals and coupons

• The Website also features current deals and specials, store locator, links to all social media, and a “deal of the day” calendar

Advertising Plan

• I will create a campaign that centers around the “Made in Michigan” theme. I think it is important to spread awareness that the majority of their products are manufactured in Michigan. – They make all of their own dairy products and baked goods in a

37,000 sq. foot bakery (Aunt Em’s)• I think it is important to emphasize that QD has been

supporting Michigan’s economy since 1936.• I will implement TV commercials that will air locally• QD is already in the top spot for Google searches, so SEO

won’t be necessary

Adv. Plan cont’d

• The Website could use an update to look more modern, but the content they currently have is fine.

• New slogan: “Quality Dairy. Selling you Michigan-made products since 1936”

• The social media they have is good, but they need to spread awareness. This will be incorporated into the TV ads, at the end will be the Facebook and Twitter logos, and text that says “Text QDT to 37404 for daily deals”

Adv. Plan cont’d

• Although most people in the mid-Michigan area already know what QD is, a little PR never hurt anyone.– We will host an outdoor family-oriented festival at Oldsmobile

Park featuring free samples of products, coupons, information pamplets, t-shirts, hats, key-chains, etc. It will have fun outdoor activities for the whole family (games, contests)

• This event will be announced on TV, radio, billboards, Facebook, Twitter, text messages, and email for those on the list.

• The main focus will be to spread awareness about the quality of the products and that they are Michigan made.

Adv. Plan cont’d

• In addition, we will create a blog for customers and employees to share their experiences (good and bad)– Blogging is an excellent resource for potential

customers to look at, and for the company to know what they are doing right and what they can improve upon.

• It would also be wise to clean up the stores, some of them are looking a little dated. I would propose new floors and new outdoor signs.

Metrics of Success

• Since there is an exact goal of $3 million per store by 2013, that is the obvious way of knowing if we have reached our goal on that date.

• Results will also be measured in amount of customers visiting each store daily (through computerized receipts) and through the comments people make on the blog, the turnout at the event

• I would like post a survey on Facebook at the end of 2012 to see if people have noticed a difference in QD ads, if they have seen one on TV, if they heard about the event, and if they know that the products sold are Michigan-made.

Budget

• The total budget for my campaign will be $750,000– $400,000 for TV commercials– $100,000 for PR event– $100,000 in new coupons and discounts– $50,000 for areas that need improvement– $40,000 to clean up stores/new signs– $10,000 for new website– $50,000 for unforeseen costs

Timeline

• Since a small portion of the target audience (at specific stores located near MSU campus) is college-aged students, the majority of the advertising in those areas will take place between August-May.

• Advertising will still take place in June and July, but billboards will be focused in more residential areas vs. campus areas. The majority of stores are located away from campus, which is why families are the majority of the audience.

• The outdoor event will take place in May 2012, when the maximum amount of people can attend

• Stores will be cleaned up in late 2011- early 2012, TV commercials will air beginning in 2012, website will be redesigned and blog will be implemented immediately