RunTex Media Planbook

1

IntroductionSituation Analysis

Media Insights

Call to ActionAdditional Insights

Inman Park

Sponsorship

Quality

Atlanta Marathon

Experience Atlanta

Partnership

Conditioning

Fun Run

Start to finish

Expertise

CompetitionTrails

Atlanta Track Club

Winning

SupportAtlanta Half Marathon

Training

Running Gear

Community

Credibility

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Media Insights


IntroductionCampaign Scope

Situation Analysis

Media VisionMedia Objectives

Media Strategy

Media Menu Budget

Media Insights

Additional Insights Team

Executive Summary

Call to Action

Brand

5 11

TargetGeography

CompetitorsIndustry

Timeline

25

SWOT

43 47

SponsorshipsUser Ratings Annual Run

Situation Summary

Alternative

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Media Insights


Introduction

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TeamAnnie Kreighbaum a public relations major, has already developed an extensive PR campaign for the Make-A-Wish Foundation. She has worked with the organization for two years as a member of Chi Omega sorority to raise over $100,000 for critically ill children. During the summer of 2010, Annie interned for designer Adam Lippes in New York, where she assisted with public relations efforts and worked with media outlets to get his beautiful designs in the pages of top fashion magazines and on high-profile celebrities. She’s an avid runner... when something like a rabid dog is chasing her. Her brother was captain of the cross-country team in high school if that counts for anything.

With Concrete Media, the foundation is solid, and the sky is the limit...

GregZaragoza

is an advertising major from San Antonio, Texas. A junior at The University of Texas at Austin, he plans to apply to the California Institute of the Arts or Maryland Institute College of Art to chase after a graduate degree in graphic design. His only exercise is limited to walking across campus, occasionally running if he happens to be late for band. During the summer of 2010, he worked with the San Antonio Current, a local alternative newsweekly, as a photography intern, frequenting events and locations across the city and scoring free lunch for shooting food reviews. He hopes to become an art director somewhere, as long as he gets to illustrate, draw, and photograph for a living.

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Paola Finol is a second-year Texas Creative advertising student born in Venezuela and raised in Houston, Texas. Currently enrolled in Advertising Research, Media, and Creative, she is attempting to soak up everything the advertising industry has to offer. As the publicity chair of the College of Communication Council, she witnesses the persuasive aspect of advertising on a smaller scale. Her other activities include developing logos for UT Service Scholars and participating in the Texas Advertising Group. Her involvement on campus and in class has her running around most days with a to-do list in mind, which makes up all the aerobic activity she will ever need or want.

With Concrete Media, the foundation is solid, and the sky is the limit...

KelseyMcGonigle is a public relations junior from Dallas, Texas. Currently a student assistant in the business office of Texas Performing Arts, the performing arts organization for The University of Texas, she spends weekdays running mail to and from the main building. Kelsey will spend her summer as the regional public affairs coordinator for the Dallas office of the Muscular Dystrophy Association, and she has recently been appointed the director of Texas Tower PR for the 2011-2012 academic year.

NicoleBernardis a second-year advertising and business foundations student from Schertz, Texas. Her interests in art, interpersonal communication, and advertising have shaped her perspectives on communication, and she thoroughly enjoys learning about and working with her major. Her work experiences include freelance design and illustration. In her free time, she enjoys reading, stumbling upon new and contemporary artists, and illustrating for her blog. Though her running, and exercise for that matter, experiences are limited, she would eagerly run toward any tip that would help her be successful in this industry.

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Campaign ScopeSince it opened its doors in 1988 in Austin, Texas,

RunTex has been a corporation known not only for its quality athletic gear, but also its mission: to make fitness part of the community’s lifestyle. This is a solid goal in Austin, where fitness is weaved into the very fabric of the city’s culture. As an ever-expanding business, it begs the question of whether or not RunTex could find a strong foothold outside the context of its home location. Not only do we at Concrete Media believe so, but also we find Inman Park in Atlanta, Georgia to be a target-rich environment with professionals, young and old, who have an interest and passion for fitness.

Our media plan’s primary objective is to introduce the RunTex brand to the Atlanta running community and provide Atlantans with far more than a sporting good store. We picture RunTex forming the basis of an entire running experience that can be adopted into the Inman Park and greater Atlanta lifestyle. Our community outreach would contribute to the recent revitalization of Inman Park by encouraging avid runners and joggers alike to join the RunTex family and embrace our encompassing culture. Our media plan addresses the experiential nature of our client, allowing for partnership and sponsorships that will attract a viewership in nontraditional ways. We have thoroughly planned three flights with our $55,000 budget that begin on July 1 and end December 31, allowing us to usher RunTex not only into Atlanta, but also into the New Year.

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Executive Summary We have decided to invest a large part of our budget in

experiential and sponsorship-based advertisements in order to get the RunTex name, brand, and message out into the community.

As RunTex expands, we see that gaining Internet market share will be a profitable venture as our core target audiences search online to learn more about our products and services. We believe it is imperative that RunTex update its website to accommodate curious consumers, answer their queries and be more user friendly. Other online ventures, including SEM and display advertising, will bring RunTex to the forefront in terms of online share of voice and further introduce our client to the public. In addition to traditional print strategies, we have also planned partnerships with local charities and marathons to show the community that RunTex is committed to fitness and health, transportation media to meet people with the RunTex message while they are on the move, and hydration support to help Atlantans while they are improving their fitness.

Our unique insights into the Atlanta and Inman Park area have helped us create innovative media placements, and we are confident that our strategy will put RunTex’s best foot forward and propel RunTex into its new market successfully.

Flights at a GlanceOn Your Mark, Get Set, RunTex!

July 1- August 30

Runner’s High September 1- October 31

Run Into the New YearNovember 1- December 31

Budget at a GlanceFlight 1 – Total: $10,390.00

Water stations & labor: $3314.00

Grand opening costs: $1,600.00

Print: $4,100.00Flight 2 – Total: $23,204.00

Atlanta Marathon sponsorship: $20,000.00

Various giveaways: $900.00Flight 3 – Total: $20248.00

Bus installations: $13,976.00 Print: $3,000.00 Continuous SEM/Online- Flight 1: $1,264.00 Flight 2: $2,304.00 Flight 3: $1,854.00 Contingency: $1157.50

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Media Insights


Situation Analysis

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Brand At its core, RunTex is a chain of athletic gear and fitness shops that cater to local Austin runners, but to simply describe RunTex as a shoe store would be far too limiting. RunTex offer an array of services that personalize the preparation, training, and competition stages of completing a run.

Profile: RunTex was founded in 1988 by Paul Carrozza, a local Austin activist, and his wife Sheila with the intent of making Austin the fittest city in America. Together, the two have created a company that has grown into the nation’s largest store dedicated entirely to the running community.

People: With a highly experiential and service-centered atmosphere, RunTex consumers return time after time for the expertise they receive from the knowledgeable staff. Each staff member is trained to be able to analyze customer’s walking patterns and fit them with the appropriate gear to ensure a successful run.

Places: Currently, RunTex boasts three storefronts in the Austin area, located in Georgetown, Lamar near Town Lake, and the Triangle. The new Atlanta store will the fourth RunTex location, and the first located out of state.

Products: In order to maintain their experiential culture, RunTex carries a limited number of brands that support runners that maximize runners’ potential. What RunTex “lacks” in quantity, they make up for in quality and tailored service. The company’s most popular brands include Brooks, Asics, Mizuno and Saucony.

Promotions: Currently, RunTex offers a 10 percent discount for trading in old running shoes for a new brand. This gives customers the opportunity to take their older, possibly ill-fitting shoes and turn them into a new and personally fitted pair.

Pluses: From shoes, to running gear, event sponsorship, and even their own training program entitled RunTex University, the RunTex brand is there to support runners in their pursuit of fitness and flight of foot. Additionally. The RunTex brand hosts more than 120 running events each year in the Austin community, raises 5 million dollars annually for local charities, and trains over 100,000 children through their Marathon Kids Program.

RunTex is clearly a unique brand, and a unique brand needs a unique plan.

Sources: www.runtex.com/web/1-1432.asp

socarlovesaustin.wordpress.com

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Target Profile

During our research using the MRI database, we found that three targets indexed high for running 2 or more

times per week. Males aged 34-54 are our strongest target, making anywhere from $50k-$75k+ a year, they tend to be married and are mostly black or white. Our next strongest target is Hispanic women aged 35-44, who also tend to be married and make between $40k-$50k a year. Using the demographic and psychographic information for the Inman Park neighborhood found through PRIZM, we are pleased to note that these top three targets fit in well with the community surrounding the new RunTex location.

THE RICH HIPPIE

Dale, along with his wife, Christie, has been

living in Inman Park since the early 1980’s. Their only son (Micah, 23) is doing well as a deejay on the East Coast, so the undergraduate history instructor at Emory University, and his wife, a research scientist, are beginning their 50’s as empty nesters. It wasn’t too hard of a concept for them to get used to, as many of their close friends and neighbors don’t have children. Dale occupies his free time working on do-it-yourself projects on their historic home, flying kites in the park and playing music. (His friends jokingly refer to him and Christie as John and Yoko.) You won’t catch Christie buying groceries at a chain grocery store, except for the Super H Mart, a specialty Asian grocer that carries traditional Korean ingredients. You’ll often catch the couple chatting with vendors at the Irwin Street Market during brunch on the weekends. Dale, who picked up running during graduate school and enters one or two half marathons a year, gets up early to run two to three times a week.

Target

Sources: MRIClaritas-Prism

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THE BIG PLANNERS

Ana, 40, just moved to Inman Park with her husband, Trey, 37, and their three-year-old daughter, Tina. She

quit her job as a visual merchandiser at a clothing store once Trey got promoted to manager at Apple in Lennox square so she could focus on opening her own boutique. She is planning the “look” of the store while perusing IKEA on the weekends with Trey, who bargains with the sales associate for the floor sample sofas and chairs. After all, they have a brand new home to furnish. Ana takes Tina to Target for new clothes and picks up toilet paper, Goldfish crackers, and milk while they’re at it. However, she knows the importance of buying local (she will be an independent business owner soon enough), so the Decatur Farmer’s market is where you’ll find her and Tina every Wednesday afternoon. Ana started running with Trey, a college track star, shortly after Tina was born to lose the baby weight. She loved the results too much to quit and is looking forward to running the entire Turkey Trot in the fall. Trey is gearing up for the Atlanta Marathon, and will hopefully place as a one of the top finishers in his age group.

Along with our MRI data, we looked out the psychographics of the area. Our research indicates that these people are the best people to target.

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Atlanta, GeorgiaWith an increasingly diversified population and several Fortune 500

and other large companies (including Coca-Cola, Home Depot, UPS, and Delta Airlines) in the area, Atlanta is becoming an even more attractive media market and is one of the fastest growing cities in the nation. The area, totaling 5.2 million people in its surrounding metropolitan area, is diversifying rapidly, with about 13 percent of the population foreign-born and several residents having migrated from elsewhere in the U.S. From a study conducted by Loughborough University measuring influence of cities worldwide, Atlanta is ranked as a “beta world city”; a thriving entertainment and arts community with numerous cultural events and festivals held throughout the year, over 30 institutions of higher learning in the vicinity, and an abundantly lush landscape all contribute to an admirable standard of living. Approximately 250,000 people commute to Atlanta on any given weekday.

Recent U.S. Censuses and the 2005-2009 American Community Survey list Atlanta’s population proper as 540,921. The median age of residents is 34, and the median incomes for a household and family are $50,243 and $62,904, respectively. Atlanta claims the twelfth-highest proportion (38.5 percent) of single-person households among U.S. cities with 100,000 or more residents. Additionally, Atlanta boasts a considerably and very favorably decreasing crime rate, falling 40 percent overall between 2001 and 2009 [homicides decreased 57 percent and rape decreased 72 percent].

According to the 2010 Census, African-Americans constitute 54 percent of the Atlanta population; Caucasians, 36.3 percent; Asians, 3.1 percent; and Hispanics, 5.3 percent. Somewhat unique to Atlanta is its increasing white population; the area had a greater increase of Caucasians in proportion to other U.S. cities between 2000 and 2006. Atlanta’s Hispanic population is increasing as well, following the trend of increasing Hispanic populations nationwide.

Geography

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Inman ParkListed on the National Register of Historical Places, the Inman Park

neighborhood of Atlanta is characterized by slightly older, yet highly affluent households with architecture described as bungalows plus numerous Victorian-style homes. In the 1970s, after urban flight and development around Atlanta had already sent the neighborhood and nearby areas into years of decline and decay, revitalization of Inman Park began. The area is currently transforming into a modern urban environment that appeals to younger Atlantans.

The population of Inman Park is 19,546, with 36.9 percent of the households belonging to families (the average household size is only about two). The median household income is $66,675 and adults aged 35 to 54 comprise the largest age group in both Inman Park and the surrounding Fulton County. The median home sale price in the neighborhood is $297,626.

Sources: U.S. Census Bureau

2005-2009 American Community Surveywww.inmanpark.org

neighborhoods.ajchomefinder.com

Atlanta is a huge city full of huge opportunities. RunTex has a fresh perspective that will be readily embraced by the Inman Park community.

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Competitors

Key of Competitors

A: RunTexB. Big Peach C. PhidippidesD. West Stride E. Dick’sF. Sports AuthorityG. City SportsH. Nike

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Competitor ProfilePrimary Competitors

Big Peach Running Co.

With a flagship store in Atlanta and four other stores across the state, Big Peach

Running Co. is RunTex’s main competitor. Big Peach Running Co. is devoted to a pedestrian-active lifestyle, or P.A.L., and shares this devotion with sponsor Subaru. Big Peach Running Co. uses a highly specific measurement method to make sure that customers are in the perfect pair of running shoes for them, with 100 percent satisfaction guaranteed. In addition to selling running apparel, injury prevention and relief items, electronics, and periodicals, Big Peach

Running Co. hosts group runs three nights a week and it’s own annual 5k run/walk. With over 2800 Twitter followers and 2100 likes on Facebook, Big Peach Running Co. is one of Atlanta’s most popular running stores.Address: 3881 Peachtree Road, NE 30319

Phidippides

Named after the Greek messenger who ran the distance that has

become the modern day marathon, Phidippides credits itself as one of the first specialty running stores in the world. Opened in 1974, Phidippides uses the natural surface analysis to make sure customers purchase shoes that fit the way their feet function. In addition to the store-sponsored events, founder Jeff Galloway teaches his own training

program and has his own iPhone application. With over a dozen local and national sponsors, Phidippides is a force to be reckoned with.Address: 1544 Piedmont Road in Ansley Mall, 30324

West Stride

West Stride’s mission is for all of its customers to achieve their running and fitness goals. West Stride sells shoes,

apparel and accessories that are the perfect fit for clients. West Stride’s “strideucation” program provides runners with access to area running groups, routes, doctors and running social networks. Additionally, West Stride honors high school runners in the Atlanta area for their athletic and extracurricular achievements, and offers their honorees store discounts and events for their high school teams.

Address: 3517 Northside Parkway #11, 30327

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RunTex’s secondary competitors can be broken down into sporting goods stores, gyms and shoe stores.

Because large sporting goods stores like Dick’s Sporting Goods, Sports Authority and City Sports carry running gear and beyond, we would consider this subgroup of retailers to be significant secondary competitors. With locations all in the 30307 zip code, each of these national chains offers fitness equipment, athletic apparel, and team sports items. City Sports was named one of 2010’s 50 best running stores in America by the Independent Running Retailers Association. Dick’s Sporting Goods has a “SportSpace Community” that has previously managed a community youth sports program. Sports Authority offers equipment rentals for the sporting goods it also sells. Large inventories combined with superior customer service make sporting goods stores a legitimate alternative to a specialty running store like RunTex. Athletic shoe stores also give RunTex a run for their money. Stores like Foot Locker and New Balance promote the same active lifestyle that RunTex is all about, and customers are not asked to participate in a scientific analysis of their feet. They go in, buy great quality shoes, and head out.

Competitors cont.

Sources: http://www.bigpeachrunningco.com/

http://www.phidippides.com/http://www.weststride.com/

Atlantans have a wide array of specialty running stores available to them, but RunTex’s Texas-sized personality will outshine the competition.

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According to a 2006 Outdoor Industry Foundation (OFI) study, running ranks as the number one favorite outdoor activity of all

Americans by number of outings. Nationally, the running industry continues to grow despite the lingering recession of recent years. The year 2010 showed an 8.6% increase of marathon finishers from 2009 which is the second largest increase in the past 25 years (U.S. marathons grew 9.9% in 2009). Last year also showed the majority of large marathons as sold-out or record fields. This trend is predicted to continue on 2011 based on the sold-out record times of the Boston, Marine Corps and Bank of America Chicago marathons with 8 hours, 28 hours and 31 days respectively. NSGA’s “Sporting Goods Market in 2009” reports that retail sales dollars of the running/jogging category of footwear were up 5% (to $2.3 billion), numbers of running shoe units were up 2% and running apparel increased 1%. Corporations like Nike, Adidas and Finish Line had their financial declines; however, it was never due to their running products declining in popularity. Other outdoor and sport activities have experienced stagnation and decline whereas the running industry has shown excellent growth in areas of running participation, running events and running media. This continued growth is largely a result of running advantages such as the ability to morph into a competitive sport, recreational sport or healthy activity for nearly any demographic.

Industry Table 1: Jogging & Running Footwear Sales in U.S. (NSGA – 1) 1988 1998 2007 2008 Running Shoe Dollars

987 million

1.47 billion

2.19 billion

2.31 billion

Sales Channels- % of Units

Department Stores

17.7% 16.1% 19.2% 19.2%

General Sporting Goods

22.0% 15.9% 17.1% 16.3%

Specialty Athletic Footwear

22.1% 22.1% 16.6% 16.0%

Discount Stores 16.0% 14.8% 12.1% 12.8% Family Footwear 12.4% 10.4% 10.7% 11.0% Online Internet -- -- 8.6% 9.4% Factory Outlet 7.0% 7.4% 7.4% Specialty Sport Shops

3.0% 4.9% 5.5% 4.7%

Mail Order 2.6% 5.7% 1.1% 1.4%

Sources: http://running.competitor.com

http://www.runningusa.org

The running industry is in good condition despite the recent recession, so RunTex can easily take advantage of the good standing the industry is in.

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Threats-Phidippides. It offers pretty much the same thing as RunTex and has been in Atlanta for decades. They have a nice website, but a horrible nightmare of a name.-Big Peach Running. As discussed, it is the most popular place to buy running gear in Atlanta.-West Stride. Has great relationship with younger runners. -Atlanta Track Club. These people are well informed and have high expectations. They are vocal and support each other. If a member has a bad experience at RunTex, this does not bode well for the future of the brand.

SWOT Strengths-Community. The RunTex community is based on experiential buying. With a start-to-finish process of being fitted for shoes to being trained for a race, RunTex is “home” for many serious Austin runners.-Gateway. Becoming involved in RunTex is a doorway into the Austin running community.-Not just a retailer. RunTex is more about the hobby of running than it is about just getting some gear.-Knowledge. The RunTex staff is there to guide their customers.-Confidence. Customers can be confident in the expertise they are receiving. This is why they buy their running shoes at RunTex rather than DSW. -Activism. The RunTex community contributes tons of content via social networking sites.

Weaknesses-Website. Simply put, it needs improvement.-Price. If you’re looking for something inexpensive, this is not the place to go. Bargain shopping is not an option.-Limiting name. RunTex implies that this brand is only for Texas. We have to make sure that “Tex” has a positive connotation outside of the area.-Negative reviews. When you search RunTex via Google, Yelp review for Austin locations pops up with only 3/5 stars.-Reputation for poor service. While there is a strong die-hard RunTex community, some customers have left with a bad experience and vehemently describe it online.

Opportunities-Expansion. There’s a lot of possibility for horizontal expansion.-Differentiate. Brand themselves as that company that’s really different from other retail running stores.-Existing running community. Atlanta has a large, well-organized running community (Atlanta Track Club, numerous running trails across the city [one near Inman Park])-Partnerships. Atlanta is home to many large companies, clubs and charities that RunTex can partner with to get its name out.-Ambassadors. RunTex may be giving Atlantans their first impression

of the Texas running community.of the Texas running community.

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RunTex is an experiential running store that can serve anyone from beginning runners to accomplished marathoners. As RunTex prepares to open a store in

Atlanta, one of the fastest growing cities in the nation and home to a very strong media market, they should be glad that the running industry has been unaffected by the recent recession, but nervous about their prime competitor, Big Peach Running Co. We suggest that RunTex focus on three specific targets who are between the ages of 35 and 54, who are mainly professionals, and who run two to three times a week.

Situation Synopsis

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Media Insights


Media Insights

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RunTex wants to see customers through becoming aware of their personal athletic potential and striving to improve that potential. RunTex will provide customers

with a memorable running experience beyond that of simply buying sporting goods.We at Concrete Media believe that RunTex needs experiential yet traceable media placement to match our client’s brand personality. The goal is to foster a genuine relationship with Atlanta runners and form a community in which athleticism, exercise, and fitness become a vital part of the Inman Park lifestyle. Inman Park offers a great running destination for the Atlanta running community, and we want RunTex’s experiential campaign to match not only the expectations of those runners, but also match the tight-knit community that Inman Park fosters.

Media Vision

“Your running gear retailer.”

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Media Menu BroadcastTV

Adults 25-54

Day Part Early Morning Daytime Early Fringe Early News Prime Access Prime Time Late Night Late Fringe

DMA-CPP 228 247 330 340 413 783 550 263

DMA-CPM 8.74 9.47 12.65 13.03 15.83 28.28 21.08 10.08

Adults 25-54

Day Part Early Morning Daytime Early Fringe Early News Prime Access Prime Time Late Night Late Fringe

DMA-CPP 225 312 409 424 460 900 634 303

DMA-CPM 9.77 11.96 15.67 16.25 17.63 34.49 24.3 11.61

Radio

Adults 25-54

Quarter AM Drive Daytime PM Drive

1st 346 319 366 184

4th 405 402 424 213

Cable

1st Qtr.

A&E CNN Discovery ESPN Lifetime MTV TNT USA

Comcast Atlanta 100 100 100 100 125 50 80 80

Comcast Atlanta PT 600 350 550 1000 1000 350 1000 1000

Bell South Atlanta 8 10 10 10 7 4 6 6

Bell South PT 45 55 40 50 50 32 48 48

CommuniComm Roanoke, AL - 4 4 - 4 - 4 4

CommuniComm PT - 12 12 - 12 - 12 12

Northland Clayton, GA - 8 - 8 8 - - 8

Northland PT - 12 - 12 12 - - 12

4th QTr.

A&E CNN Discovery ESPN Lifetime MTV TNT USA

Comcast Atlanta 100 100 100 100 125 50 80 80

Comcast Atlanta PT 600 350 550 1000 1000 350 1000 1000

Bell South Atlanta 8 10 10 10 7 4 6 6

Bell South PT 45 55 40 50 50 32 48 48

CommuniComm Roanoke, AL - 4 4 - 4 - 4 4

CommuniComm PT - 12 12 - 12 - 12 12

Northland Clayton, GA - 8 - 8 8 - - 8

Northland PT - 12 - 12 12 - - 12

PrintNewspaper

Title Open Rate Circulation CPM

AJC 543.43 351999 1.54

Mon-Sat per Col" Mon-Sat CPM Insertion Number Number of Column InchesTotal Cost Mon-Sat CirculationSun Circulation

AJC Small Business Promo 37.5 0.10 16 5 3000 351,999 -

Mon-Sun per Col" Circulation CPM Color Rate

Marietta Daily Journal 26.45 18600 1.42 300

Magazine

Title Open Rate Circulation CPM Color Rate

Atlanta Magazine 8,045 65,415 122.98 395

Wingfoot 1100 7,500 146.67 -

The Atlantan 6,900 54,555 126.48 Four Color Standard

Competitor Magazine 54,630 40,000 1365.75 Full Color Standard

Evening

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Media Menu Cont. Out of HomeBillbaord Size Population GRP Number of Panels CPM Total Cost Flight

Digital Bullitin Nonstandard 470,688 - 1 9.96 6500.00 4 weeks

Permanent Bulletin 14'X48' 470,688 5 1 3.10 6500.00 4 weeks








Bus Size Location Showing Number of Buses CPM Total Cost Flight

Tail Light - Tail Light 25 49 2.90 13976.00 4 weeks

Queen - Small Side 25 49 2.96 14270.00 4 weeks

King - Bigger Side 25 49 3.47 16760.00 4 weeks

Full Side - One side-full - 1 33.21 2000.00 4 weeks

35' One side-full - 1 31.55 1900.00 4 weeks

30' One side-full - 1 29.89 1800.00 4 weeks

Full Wrap 40' Whole bus - 1 58.11 3500.00 4 weeks

35' Whole bus - 1 54.79 3300.00 4 weeks

30' Whole bus - 1 49.81 3000.00 4 weeks

Internet AJC per week Leaderboard Sliding Board Big Box ACJ per Week Square Button

25% SOV 425 - 500 20% SOV 350

50% SOV 800 - 9000 40% SOV 600

75% SOV 950 - 1200 60% SOV 850

100% SOV 1100 2000 1500 80% SOV 1000

100% SOV 1080

Acces Atlanta per week Leaderboard Sliding Board Big Box

25% SOV 425 - 500

50% SOV 800 - 9000

75% SOV 950 - 1200

100% SOV 1100 2000 1500

Facebook CPM

0.61

Google Adwords CPC

0.43

Guerrilla MarketingRickshaw Cost Per Rickshaw Cost for labor Total Hours Total Cost CPM Flight

1 1500 7.25 40 1790 65.8 4 weeks

Water Stations Water Cups Water Jugs Water Labor Table Rental Banners Bracelents Total Costs

1 1000 150 238 288 150 1000 2826

EventsOne mile Permit Fees Signage costs

600 500

Atlanta Marathon Package Costs Additional Promotional Giveaways

20000 1830

Grand Opening Rental Fees

200

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Media Objectives-Getting people in the store: To achieve 50-100 store visits each day with that number doubling in preparation for big races. -Brand preference: To position the client as the premier running and training store of Atlanta.-Community membership: To foster a strong relationship within the Inman Park and greater Atlanta running community.

-Awareness: To achieve 70 percent awareness of what RunTex offers in the Inman Park and Atlanta running community.-Location: To achieve 40 percent awareness of RunTex’s location in the Atlanta running community.-Sponsorship: To successfully sponsor various runs and charities in the Atlanta area, including the First Annual RunTex One Mile, which will raise money for a local charity, and the Atlanta Marathon.

Marketing

Advertising

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Budget Total Costs % of Budget Gross Impressions (GIs) % of Impressions

Print Newpaper Circulation CPM Price Per Col" Col " Insertions

AJC 351,999 0.10 37.5 5 32 6000.00 10.909 11263968 55.761

Magazine Circulation CPM Insertions

Wingfoot Magazine 7500 $146.67 1 1100 2.000 7500 0.037

7100.00 12.909 11271468 55.798

Out of HomeImpressions CPM

Bus Wrap 1000000 $13.98 13976 25.411 1000000 4.950

13976 25.411 1000000 4.950

InternetDisplay Impressions CMP Frequency

AJC 1150000 0.0003 3 1050 1.909 3450000 17.079

Access Atlanta 475000 0.0017 3 2400 4.364 1425000 7.054

Facebook 655 0.61 (Continuous) 400 0.727 655 0.003

Search Clicks 0.000

SEM 3192 0.43 (Continuous) 1372.5 2.495 3192 0.016

5222.5 9.495 4878847 24.152

GuerrillaImpressions Water Cups Water Jugs Water Labor Table Rental Banners Bracelents Frequency

Water 10250 1125 150 476 413 150 1000 1 3314 6.025 10000 0.050

Giveaways 333 3 2730 4.964 999 0.005

6044 10.989 10999 0.054

Events Impressions** Frequency

Atlanta Marathon 891500 - 1 20000 36.364 1519500 7.522

Contestant Sponsorship Information 4000 8 32000 0.158

Peachtree Magazine 65000 1 125000 0.619

Running Times 125,000 1 650000 3.218

Runners World 650000 1 650000 3.218

Competitor Magazine 40,000 1 40000 0.198

Wingfoot Magazine 7500 3 22500 0.111

Rental Fees Permit fees

One Mile 200 600 1 800 1.455 -

Grand Opening 700 1 700 1.273 -

21500 39.091 3039000 15.044

Contingency 1157.5 2.10 - -

55000 100 20200314 100

** Impressions for events are based on guarenteed impressions. Does not include event attendees

Sources: SRDS

http://ajcmediakit.com/solutions/search-engine-marketing.htmlhttp://www.theawristocrat.com/laser-engraved-wristbands.html

http://www.inkhead.com/hot-cold-foam-cup-12-oz/14183

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Timeline 2011

Week of Friday, the 1 8 15 22 29 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 2 9 16 23 30

PrintNewspaper

AJCAtl. Marathon promotional flyers

Postcards -‐ AJC Peachtree RRMagazine

Runner's WorldRunning Times

CompetitorWingfoot

InternetSEM

AJC bannerAccessAtlanta banner

FacebookOOH

Bus installationsAlternative/Guerrilla

Water stations (weekends)Grand opening & "fun run"

EventsAtlanta Marathon

US 10K Classic boothCorporate Challenge booth

AJC Peachtree RR Expo boothNewspaper

Flight 3

July August September October November December

Flight 2Flight 1

MagazineInternetOOHAlternativeEvents

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Flight 1- On Your Mark, Get Set, Runtex!

Our first flight will include promotional efforts leading up to the grand opening of RunTex Atlanta.

Continuous and Display: Starting on July 1 we will begin our search engine marketing efforts. We found that Internet usage indexed high for all of our targets, so we chose a cost-effective continuous and display strategy. A suitable budget of $7 per day has been set aside in our campaign for SEM throughout our entire plan. General buzzwords like “Inman Park”, “Atlanta”, and “Atlanta running store” intend to reach to people who are seeking a respectable running and athletics store in the Atlanta area. We also bid on keywords including “big peach” and “Phidippides” to steer traffic away from our competitors. We have also chosen to flight our display efforts throughout the entirety of the media plan, setting aside $1150 per flight for one week of display advertising on two high traffic site for our target, the AJC website and Access Atlanta. This will allow for one display button on AJC (fetching 20 percent SOV on this site) and a title banner ad on Access Atlanta (fetching 50 percent SOV). For this flight, these display ads will be soliciting runners for our grand opening one mile event one week prior to the event. and give them a direct link to our website.

Print: We also plan on beginning our print advertising in Atlanta Track Club’s WINGFOOT magazine and The Atlanta Journal-Constitution on July 30. Through our research, we discovered white men are very likely to read magazines and black men read newspapers slightly more than average. Black men ages 35-39 index high for reading the sports section in newspapers, and white men index 128 for reading the editorial sections in newspapers and magazines. We will place ads about our grand opening one-mile run and instructions on how to register for it in these mediums. During this time, print efforts included in our package deal for the Atlanta Marathon (further explained in Flight 2) will begin. Our logo as well as full 1 page ads are included in this deal.

[July 1st- August 30th]

SEM efforts will begin at the same time informationannouncing our sponsorship of the Atlanta Marathon is released in order to most effectively direct runners seeing our logo to our website and brand.

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Event: Our grand opening event will be a one-mile competitive run through Inman Park beginning at the intersection of Edgewood Ave. and Boulevard heading east to our store at 100 Elizabeth St. Money accrued through the online registration will benefit a well known charity, like the American Cancer Society. Because we will position the grand opening as a charity event, we plan to partner with local restaurants and vendors in Inman Park to provide refreshments for the event. This will also kick-start a good relationship with other Inman Park businesses.We believe that this event will not only create awareness of our brand to our targets, but foster good will with the surround community and show Inman Park that RunTex is a business committed to giving back. Alternative: In order to increase awareness of the RunTex brand and our grand opening event , we plan to place manned water stations with our logo at Inman Park and neighboring parks like Piedmont Park and Silver Comet Trail in the morning on weekends. These water stations will not only have water provided free of charge but also free bracelets with our name and the one-mile registration website. The bracelets will also be used to attract visitors by offering a discount to anyone who shows their bracelet at the store after the opening. During this time, we anticipate giving upwards of 5 thousand bracelets and water cups to the community, making this a traceable alternative event that will also allow potential customers to speak with company representatives.

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Flight 2- Runner’s High

When researching the Atlanta running community, we noticed a huge opportunity to get the RunTex name out in a big way:

by sponsoring the Atlanta Marathon. The annual event, taking place on October 30, is the event to participate in for serious runners in the Atlanta Metropolitan area and beyond. Sponsored by the Atlanta Track Club (which has a huge following as well- with over 6,700 active fans on Facebook), the event attracts big advertisers and over 4,000 participants.

Atlanta Marathon: We contacted Kevin Kimbell, head of sponsorships, who provided us with a media kit including costs and benefits. We decided that the $20,000 Signature Sponsorship fit in with our budget and provided great opportunities that would have otherwise been impossible. For instance, we would be able to laud RunTex as the “Official Running Gear Retailer” of the Atlanta Marathon. What a great way to enter the market and set us apart from our competition! However, we must take into consideration the fact that signing on as a Signature sponsor means that we must agree to sponsor the following year’s Atlanta Marathon as well.

[September 1st- October 31st]

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Flight 2- Runner’s High

Print: While promotional activity for the Atlanta Marathon will begin during Flight 1, we decided to begin Flight 2 on September 1, after the RunTex Atlanta grand opening. Between September 1 and October 30 (the day of the marathon), our sponsorship package will guarantee our logo included in two full-page ads in WINGFOOT magazine along with opportunities to have booths at the US 10k Challenge and the Corporate Challenge.

Booth Sponsorship: At the big event on October 30, we are guaranteed a 10’x10’ booth at the number pick up, another at the post-race area, our logo on start and finish banners, on race number bibs, race shirts, signage, and inserts included in race-number packet. Not only does this sponsorship opportunity give us a cost-effective way to saturate our targets with ads and promotions, but also having our logo on Atlanta Marathon and Atlanta Track Club ads lends us great credibility. The potential future benefits should be considered as well. Runners hold on to race number bibs and T-shirts as mementos, so RunTex needs its logo to be there.

Continuous and Display: Our continuous efforts (through SEM and Facebook) and online display ads will maintain our online presence and further solidify our SOV as an official sponsor of the Atlanta Marathon.

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Flight 3- Run into the New Year

RunTex’s third and final flight will begin in November and last throughout December, capitalizing on avid Atlanta runners who

are perhaps preparing for the upcoming Atlanta Half Marathon or their winter exercise routines and occasional runners who are considering their New Year’s resolutions. Optimally, the third flight should sustain the recognition achieved by RunTex’s awareness at the Atlanta Marathon and solidify the brand’s presence within the community.

OOH: Bus Installations – RunTex will partner with the Atlanta metropolitan bus system and place ads for the store on the tail lights of 49 city buses, achieving a 25% showing. The ads will be seen throughout the Atlanta metropolitan area for four weeks. With such a considerable visibility, these placements aim to further the awareness RunTex gained from the Atlanta Marathon and target those consumers who are participating in the Atlanta Half Marathon. Additionally, we aim to inform even more potential customers, who will likely be searching for athletic gear for their winter/New Year’s exercise goals, about the recent introduction of the brand in the area.

[November 1st- December 31st]

Though the Atlanta Half Marathon will attract more participants and spectators, its audience is not as specific to our needs as the Atlanta Marathon. Because of our large presence at the Atlanta Marathon, we believe that we can target spectators and runners alike from the half marathon with outdoor and alternative messages without spending money and resources to be an official sponsor at the actual event.

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Flight 3- Run into the New Year

Newspaper: Atlanta Journal-Constitution – The third flight will continue our ad placements in the Atlanta Journal-Constitution due to the likelihood of our target audience to do so. With this second run of newspaper ads, we hope to reach more potential new customers and attract them to the store.

Alternative: Water stations – “Hydration stations” emblazoned with the RunTex logo will be reintroduced into various parks near Inman Park, targeting the avid runners to whom we hope to appeal at their favorite running locations. With these stations we aim to retain the customers who already frequent the brand while persuading new customers that RunTex is the running store of choice in the area.

Continuous and Display: Our SEM and online ventures will continue during this time, aiming to target runners preparing for both the Atlanta Half Marathon and fitness in the new year.

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Media Mix

Magazine Circulation CPM Insertions Flight One #REF! #REF!

Wingfoot Magazine 7500 $146.67 1 1100 2.000 7500 0.084 0

1100.00 2.000 7500 0.084 0

Flight 2 #REF! #REF!

Out of Home 0

Impressions CPM 0

Bus Wrap 1000000 $13.98 13976 25.411 1000000 11.190 Flight 3 #REF! #REF!

13976 25.411 1000000 4.950 0

#REF!


AJC 1150000 0.0003 3 1050 1.909 3450000 38.606

Access Atlanta 475000 0.0017 3 2400 4.364 1425000 15.946

Facebook 655 0.61 (Continuous) 400 0.727 655 0.007 Flight 1 3,108,083 42.03

Search Clicks 0.000 #DIV/0!

SEM 3192 0.43 (Continuous) 1372.5 2.495 3192 0.036 #DIV/0!

5222.5 9.495 4878847 54.596 Flight 2 1657333 22.41

#DIV/0!

Guerilla #DIV/0!

Impressions Water Cups Water Jugs Water Labor Table Rental Banners Bracelents Frequency Flight 3 2,629,180 35.56

Water 10250 1125 150 476 413 150 1000 1 3314 6.025 10000 0.112

Giveaways 333 3 2730 4.964 999 0.011

6044 10.989 10999 0.123 7,394,596





Running Times 125,000 1 650000 7.274

Runners World 650000 1 650000 7.274




One Mile 200 600 1 800 1.455 -

Grand Opening 700 1 700 1.273 -

21500 39.091 3039000 34.007

Contingency 7157.5 13.01 - -

55000 100 8936346 100


2.1

18.9

42.2

36.8

Percent of Budget by Flight

Contingency

Flight 1

Flight 2

Flight 3

42.72

20.46

36.81

Percent of Impressions By Flight

Flight 1

Flight 2

Flight 3

0.56

0.05

0.24

0.00

0.15

Percentage of Impressions by Medium

Print

Out of Home

Internet

Guerrilla

Events

12.909

25.411

9.495 10.989

39.091

2.10

Percent of Budget by Medium

Print

Out of Home

Internet

Guerrilla

Events

Contingency

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Media Mix

Magazine Circulation CPM Insertions Flight One #REF! #REF!

Wingfoot Magazine 7500 $146.67 1 1100 2.000 7500 0.084 0

1100.00 2.000 7500 0.084 0

Flight 2 #REF! #REF!

Out of Home 0

Impressions CPM 0

Bus Wrap 1000000 $13.98 13976 25.411 1000000 11.190 Flight 3 #REF! #REF!

13976 25.411 1000000 4.950 0

#REF!


AJC 1150000 0.0003 3 1050 1.909 3450000 38.606

Access Atlanta 475000 0.0017 3 2400 4.364 1425000 15.946

Facebook 655 0.61 (Continuous) 400 0.727 655 0.007 Flight 1 3,108,083 42.03

Search Clicks 0.000 #DIV/0!

SEM 3192 0.43 (Continuous) 1372.5 2.495 3192 0.036 #DIV/0!

5222.5 9.495 4878847 54.596 Flight 2 1657333 22.41

#DIV/0!

Guerilla #DIV/0!

Impressions Water Cups Water Jugs Water Labor Table Rental Banners Bracelents Frequency Flight 3 2,629,180 35.56

Water 10250 1125 150 476 413 150 1000 1 3314 6.025 10000 0.112

Giveaways 333 3 2730 4.964 999 0.011

6044 10.989 10999 0.123 7,394,596





Running Times 125,000 1 650000 7.274

Runners World 650000 1 650000 7.274




One Mile 200 600 1 800 1.455 -

Grand Opening 700 1 700 1.273 -

21500 39.091 3039000 34.007

Contingency 7157.5 13.01 - -

55000 100 8936346 100


2.1

18.9

42.2

36.8

Percent of Budget by Flight

Contingency

Flight 1

Flight 2

Flight 3

42.72

20.46

36.81

Percent of Impressions By Flight

Flight 1

Flight 2

Flight 3

0.56

0.05

0.24

0.00

0.15

Percentage of Impressions by Medium

Print

Out of Home

Internet

Guerrilla

Events

12.909

25.411

9.495 10.989

39.091

2.10

Percent of Budget by Medium

Print

Out of Home

Internet

Guerrilla

Events

Contingency

Our media mix shows that we have invested a large amount of the budget in event sponsorship. Though the impressions seem minimal by percentage, these are the guaranteed impressions through print and online distribution. We anticipate the impressions at the events for participants and spectators to be much higher.

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Media Insights


Additional Insights

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We believe that that with your budget, RunTex will be able to set a concrete foundation for business and sponsorship opportunities

in 2012. Your involvement in traditional media, your presence at the Atlanta Marathon, and your persistent partnerships with local charities and running clubs will create the perfect balance of community outreach and advertising presence to engage consumers. We at Concrete Media would like to suggest some additional media placements and event opportunities to engage in either for next year or in case of an expansion in your budget.

Website Optimization We believe that in order for customers to fully take advantage of the RunTex experience, the current website should be remastered so it is easier to view and includes Atlanta activities. Your remastered website should, at the very least, include readily available information about your company, information about RunTex University, your online store, a forum for runners in either city, and separate information about the running communities and local events RunTex sponsors and creates.

Contingency Plan : With the remaining two percent of your budget, we recommend that you hold this money to allocate as you see fit in SEM and online display efforts. This could double your SEM output or buy an addtional week of display ads in AJC and Access Atlanta online as allocated by previous flights.

Sponsorship When sponsoring this year’s Atlanta Marathon, it is a good faith requirement that you would also agree to sponsor next year’s marathon. While this would require you to commit part of next year’s media budget to this venture, we feel that it would be a smart alternative because gaining market share at an event saturated with your target would only help you accomplish your advertising and marketing goals.

User Ratings Before the opening of your Atlanta store, it would be wise to consider the ratings currently online for the Austin stores. While we are aware that those who post negative comments on online rating sites are not representative of your strong customer base in Austin, those negative are too easy to find. It would be to your advantage to create a promotion encouraging Austin store goers to comment on rating sites like Yelp and raise your user acceptability. This could be something as simple as asking satisfied customers to comment on Yelp and print out a screen shot of their comment in order to get a discount. Doing so will greatly increase Atlantans’ perception of the store as they search online and find out what RunTex has to offer.

Annual Runs Despite the distance between them, we find quite a few similarities between the Atlanta and Austin running communities. We believe that it would be an interesting and worthwhile promotional and media strategy to sponsor a charity relay run from the original store in Austin to the new storefront in Atlanta. This would attract both local and national attention for both the chosen cause and the store. We believe that this type of run would ally perfectly with the experiential nature of your store and with your mission, and could be an annual event. Having an online component to track the position of the runners would also increase traffic to your website and allow customers of the Austin and Atlanta stores to connect with one another. Alternative In addition to the water stations, we believe it would be an interesting guerrilla tactic to introduce a free rickshaw transportation service to Inman Park. These wheeled carts moved by workers in RunTex gear and shoes would sport the RunTex logo and could greatly increase your share of voice in the area. Because we believe it would be more profitable for you to own the rickshaws, you would be free to use them at any event you saw fit (for example, after the Atlanta Marathon, to transport runners and fans back to their vehicles), and the only sustainable cost would be for runner labor. For a similar hand-pulled rickshaw advertising service in the Toronto area, which has a population comparable to Atlanta, one rickshaw will fetch 27,200 impressions.

Additional Insights

Sources: http://www.rickshawservices.com/docs/rick-

shaw%20advertising%20circulations%20report.pdf

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Media Insights


Call to Action

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Call to Action

At Concrete Media, we completely understand the RunTex vision to make fitness part of the American lifestyle, and we are entirely committed to

transforming that vision into tangible results in Atlanta. We believe that our fully integrated and alternative media plans will provide an effective means by which to enter the competitive Atlanta running gear market but also make a name for RunTex as a member of the close-knit Inman Park community.

With the Inman Park location opening in a few short months, beginning to build a strong foundation for RunTex Atlanta’s media and partnership ventures is paramount. From our research and experience with your company, we consider ourselves part of the RunTex family. Let us at Concrete Media help you adopt more new members in Atlanta.

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Thank you.

RunTex Media Planbook

Documents

Transcript of RunTex Media Planbook