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Colby Bredensteiner Prof. Lamer Intro to Media Advertising 3/30/11 Dog Owners as a Target Group for Orscheln Farm and Home Clint Description Company Overview: Orscheln Farm & Home is a rural store that has been around for 50 years. In 1960, the rural American couldnt get all of their farm and home supplies at one store. They had to go to several different stores so W.C. Orscheln came to a conclusion that he wanted to open a store that sold several different products that would be convenient to the rural American. So his answer was Orscheln Farm & Home which started up in Sedalia, Missouri specializing in the market for home, farm and ranch. Since then 150 stores have been spread throughout the Midwest and are in 9 different states that include Missouri, Kansas, Iowa, Arkansas, Oklahoma, Nebraska, Kentucky, Illinois, and Indiana. They have unbeatable prices and is the place to go for anyone that loves to work with their hands and loves the outdoors. Orschelns main target is the rural family so the store is based on their interest and hobbies, whether it be fixing up a car or house, working in the garden, hunting, or even relaxing at home with your pet. According to the article Orscheln Farm and Home Deploys Oracle(R) Retail and Financial Applications to Increase Profits and Support Growth, President of Orscheln Farm and Home Stephen Chick said, "The tremendous growth and success we have experienced at Orscheln Farm and Home is a product of our strong commitment to delivering exceptional customer service and quality products at the lowest prices," (Oracle, 2007). Major Product lines offered: Orscheln store has a wide variety of products in gardening, hunting, pet food and supplies, farm supplies, toys, clothing, automotives, home

improvement and much more. Some of the major product lines Orscheln has to offer in the clothing section are brands like Carhartt and Dickies. In the power tools section, they sell name brand tools such as DeWalt and Makita. In the tire section, they sell one brand of tire in Hi-Run. In the automotive section, they sell oil brands such as Valvoline, Pennzoil, and Shell. In the livestock feed section, they sell brands such as Country Lane and Nurtrena. In the Pet care, section they sell food brands such as Science Diet, Pro Plan, and IAMS. Product focus: Orschelns specializes in a lot of different products but the product section I have chosen to do is Pet Care, mainly because a majority of households in America own a pet. According to the article How Many Pets are in the U.S. Pet ownership is currently at its highest level, with 63 percent of all U.S. households owning a pet which equates to more than 69 million households (Pet Place, 2006). Thats a vast target market which means over half of America owns a pet and need a store to go to, to provide them with supplies. Pets nowadays are getting treated like children and their owners want to make sure their taken care of. The reason I say that is because three-quarters of dog owners consider their dog like a child or family member and more than half of cat owners say the same (Pet Place, 2006). Orschelns pet care category focuses on a lot of different animals such as cats, dogs, rabbits, and birds. Americans own 73 million dogs, 90 million cats, 139 million freshwater fish, 9 million saltwater fish, 16 million birds, 18 million small animals and 11 million reptiles (Pet Place, 2006). Orscheln sells cages, toys, collars, groomers, food, leashes, food, bedding and much more. Orscheln sells some of the highest quality dog food to keep a dog healthy. Based on the reviews on the Orscheln website, some of these foods include Science Diet, IAMS, and Purina. They also sell very durable and inexpensive dog houses to keep a dog from being out in

the cold so this is will be my main product focus because its a product that has a lot of need and its the number one owned pet in America (Pet Place, 2006). Target Audience: Dog Owners The target audience I have chosen is dog owners The reason I decided to choose dogs is because their the number one owned pet in the United States with 37.1% of households owning a dog and cats come in 2nd with 32.4% according to Market Research Statistics. Also about 10 million more people own a dog than a cat and 25% of those who do own dogs own cats. So Orscheln is not only getting customers that own dogs but cats as well which means more pet food is being bought. According to the Humane Society in the article US Pet Ownership Statistics 67% of dog owners own one dog, 24% own two dogs and 9% own three dogs or more. Another interesting fact is 25% of dog owners fish, hunt, garden, and have home workshops which Orscheln has all kinds of products to fit those hobbies. According to Haley Cutt in Understanding dog owners 23% of owners walk their dog 5 or more times a week meaning in order to do that they need leashes and collars. Pet owners are paying more attention to nutrition with table scraps on the decline and gourmet food and food fortified with supplements and added vitamins and minerals showing gains(Pet Place, 2006). With that being said, Orschelns has just the dog food for them with Science Diet. Science Diet has high quality ingredients and balanced nutrition. Science Diet also has food for specific dog disorders such as sensitive stomach, sensitive skin, and mobility to keep your dog to maintain the ease of movement according to Orschelnfarmandhome.com.

Gift buying during holidays is also increasing with 8 out of 10 dog owners buying dog gifts (Pet Place, 2006). Orschelns has a lot of different dog treats and toys that would be perfect for a holiday gift. Also 19% of dog owners bring their dog to travel. (Pet Place, 2006). Orschelns sells a lot of supplies to keep your dog and car safe such as dog harnesses, seat covers, and barriers. Geographic Choice Explanation Metro Priority No. 1: Indianapolis, IN The reason I chose Indianapolis, Indiana as my number priority is because out of 446,301 households, 186,107 (41.7%) are dog owners. Thats a huge target market and is the biggest target market thats in a reasonable distance from the nearest Orschelns. A reasonable distance that a person would travel for a specialized good would be about 30 minutes at the most so all of the stores are around that distance from their target city. The closest Orschelns is in Greenfield, Indiana, which is only 33 minutes away from Indianapolis. The next closest distance would be in Shelbyville which is a 40 minute drive. Metro Priority No. 2: Kansas City, MO My second priority is Kansas City, Missouri, the reason its second is because out of 387,941 households, 164,986 (42.4%) are dog owners. Even though, its second on the list its still a huge target market and is also in reasonable distance from an Orschelns. The nearest Orschelns is in Kearney, Missouri, which is only 27 minutes away from Kansas City. The next closest store would be in Raymore, Missouri, which is only 34 minutes from Kansas City so both stores are relatively close.

Metro Priority No. 3: Louisville, KY The last priority is Louisville, Kentucky, the reason its last is because out of 286,878 households, 120,226 (44.0%) are dog owners. It has the highest lifestyle rank out of the 3 due to the percent of the city that are dog owners but its also the smallest city out of the 3 which explains the lowest households that own dogs. It may be the lowest of the 3 but 120,226 households is not a low target market at all and is also in a reasonable distance from an Orschelns. The nearest Orschelns is in Charlestown, Indiana, which is only 26 minutes away from Louisville. The next closest Orschelns is in Corydon, Indiana, which is 31 minutes away from Louisiana so both stores are also relatively close to one another. Target Segment Breakdown Targets Psychographic Summary Own a Dog Own a Satellite Dish Own a Smart Cellular Horseback Riding Own a GPS locator Own a Digital Video Recorder Hunting/Shooting Own a HDTV Recreational Vehicles NASCAR Home Workshop

Targets Demographic Summary Gender: Female Marital Status Married Age Range: 45- 54 years

Targets Geographic Summary Metro Priority No. 1: Indianapolis, IN Metro Priority No. 2: Kansas City, MO

Metro Priority No. 3: Louisville, KY

Orscheln Media Plan Introduction: The first step for my media plan was to find everything I could about the business I was advertising for which was Orschelns Farm & Home. I looked at their history, major product lines, and then had to decide on the best target audience for their business. After looking over their website and all the product lines they had to offer, I decided the best target audience would be dog owners. I then had to gather as much information as I could about my target audience so I knew exactly what they wanted and how Orscheln should approach them to get their business. I used the six media types that include: television, radio, magazines, newspapers, internet banners and Google keywords that are all targeted towards dog owners. In those six media types there are a total of 25 media vehicles. I then had to strategize on how I was going to spend the money and which media vehicles I was going to advertise the most in to get to my target audience. Media types such as internet, television, Google keyword, and magazine advertisements allow Orschelns products to be advertised in front of the target audience when dogs are on their mind. Radio and Newspaper isnt hitting the exact target audience but its reaching more consumers that are in a reasonable distance from each store which applies to each target city. In order to find the best city to advertise for Orschelns I based my research on three criteria that includes the location of the city to the nearest store, the rank of the city in the Standard Rate and Data Services, and the population of that city. These were the three important steps I followed to choose the best city for my target audience to advertise in. The first step involved finding a city that had a high target audience and was within 30 minutes of

the nearest Orschelns. The rank of the city didnt matter too much mainly because the rank was based on the percentage of dog owners in that area not the amount of dog owners. So choosing a city that has 44% dog owners isnt the highest rank but that city also has a target audience around 200,000, which would be lot more dog owners than an area that has a higher rank with 60% dog owners but only has a target audience around 50,000. So the total amount of dog owners is more important than the rank of the city because of the higher target audience. The three cities that I decided to advertise in include: Indianapolis, Indiana; Kansas City, Missouri; and Louisville, Kentucky. Media Type Priorities The main priority out of the six media types I have chosen is radio. The reason radio is my main priority is because it not only reaches the whole city it reaches surrounding cities and towns. Radio is also local, so an Orschelns will be in reasonable distance to the whole target audience that receives the message of the advertisement. If my main priority was magazines a majority of the subscribers wouldnt all live in those 9 states Orschelns is located in. Meaning if Orschelns was a bigger business thats located in more than 9 states I could see magazines being the top priority but thats not the case. The genre of the radio station I chose to advertise on is country. The reason I chose country instead of any other genre is based on my target audience which is married females from 45 -54 years of age. Based on the ratings on Arbitron, in both Indianapolis and Louisville the country station is in the top two overall ratings and is top in the five in Kansas City. The Indianapolis country station WFMS has a very high rating with a 10.6% of listeners listening to that market. I chose to advertise in the AM morning drive in all three of my stations because thats when a majority of listeners tune in on their way to work. The cost per thousand is also

the lowest of out all the media types which is beneficial for us so we can purchase more insertions. My second priority is newspaper, the reason I chose newspaper as my second priority is because like radio it also reaches my entire target city and the surrounding area. So a majority of the readers are in reasonable distance to the nearest Orschelns. Newspapers also have very high audiences that are viewing the paper and the cost per thousand is third lowest out of the media types. The advertisements are in all three newspapers of my targeted cities. The day of the week I decided to run the ads on is on Saturday and Sunday because thats when readers tend to view the paper more. The section I decided to advertise in is the home section because I feel that section best suites my target audience more than any other section each paper had to offer. Specific Media Choices Magazine Choices: The media vehicles I chose to advertise in the magazine section are Bark, AKC Family Dog, Dog Fancy, Dogs USA, Puppies USA, and The New York Dog Magazine. All six magazines emphasize the same target audience Orschelns seeks so I made sure they were all dog magazines. When looking for which magazine I was going to advertise in the main statistic I looked at was its circulation. So I chose the top six dog magazines in the SRDS that had the highest circulation. The reasoning for this is the higher the circulation, the higher amount of our target audience will see our advertisement. In each magazine I decided to put the advertisement on the 4th cover as a full page, also known as the back cover since that area of the magazine is most likely to be seen than others. Thats the reasoning for the high cost per thousand because its the most viewed area besides the front cover which majority of the time

doesnt sell advertisements. The only magazine that I didnt put on the back cover is Puppies USA, I decided to go with the inside cover full page which is the second best spot to put an advertisement. According to the SRDS The Bark magazine covers the ideas people and trends that are transforming the dog world today. The next magazine I decided to advertise in was AKC Family Dog which offers owners of purebred pets an array of helpful tips and information about caring for their dog (SRDS). Another magazine I chose was Dog Fancy which celebrates dogs and the people who love them, both first-time and seasoned owners alike (SRDS). Dog Fancy also had the highest circulation out of all the magazines with 247,000 subscribers which explains the high ad cost. The other magazine I chose was Dogs USA which is an editorial focus on various aspects of the purebred dog fancy, with an emphasis on where to buy your special puppy (SRDS). The next magazine I chose was Puppies USA which is a guide to adopting and caring for a new puppy (SRDS). The last magazine I chose was The New York Dog Magazine which focuses on the emotional connection between dogs and their owners, with articles on doggy fashion, health, nutrition, behavior, trends, and more (SRDS). I decided to advertise each week until the first week of January which is when the holiday season is over. After The first week of January the advertisements are scattered between weeks. Newspaper Choices: The three newspapers that I have decided to advertise in are The Indianapolis Star, The Kansas City Star, and The Courier Journal. This media type is my second priority so I tried to put enough money into this as I could but also have enough to advertise in other media types as well. The section for my advertisement to be placed in is the Home section because out of all the sections I felt that best suited my target audience. Since

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Indianapolis is my top targeted city I decided to advertise both on Saturday and Sunday. The next newspaper I advertised in was The Kansas City Star which had the highest circulation out of all newspapers with 367, 712. The last newspaper I advertised in was the Courier Journal out of Louisville which wasnt the highest circulation but the cheapest cost per thousand. With newspapers being my second priority because it being local I decided to run ads each week for the 4 month campaign. Radio Choices: The media vehicles I chose to advertise out of in the radio section was WFMS, KBEQ, and WAMZ. All three of these stations came out my three targeted cities. This media type is my top priority in getting to the target audience. The radio station WFMS is out of Indianapolis which happens to be my top priority for targeted cities. WFMS is a country station that has the highest rating in the whole area of Indianapolis and in my media plan with a rating of 10.6%. With that high rating reaching so many listeners in my main target area I decided to put a majority of my insertions on that station and to advertise in two different times of the day. I decided to advertise in both the AM and PM because those are the best times of the day to advertise where you get the most listeners. The next two stations I decided to advertise out of were KBEQ in Kansas City and WAMZ in Louisville. I didnt put as many insertions in these two stations mainly because the rating wasnt as great as WFMS so I wasnt hitting as much listeners as I was in Indianapolis. The time of day I decided to advertise in these two stations is the AM which is the morning drive. The AM is when a majority of listeners tune into the radio station on their way to work or school. So I decided to advertise during that time of day in all three of my targeted cities. With radio being

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my top priority the advertisements will be on every week of each month until the campaign is over. TV Choices: The three media vehicles I chose for television was Dogs 101, Its Me or the Do, and Dog Whisperer. Dogs 101 is a family show on the Animal Planet that airs at 7:00 on Saturday nights. The show deals with the history of the different type of dog breeds and the fun games to play with your dog. Its Me or the Dog is also a show on the Animal Planet that deals with the relationship between dogs and their owners and ways to help train them. Dog Whisperer is a show on the National Geographic Channel that airs at 6:00 on Friday evenings. The show is about a dog expert that tries to resolve problems with troublesome dogs at their owners home. All three shows deal directly and only with my target audience which is something radio and newspaper cant do. The only negative is that the shows are broadcasted throughout the United States and a majority of the viewers wont be in an area that has an Orschelns. Like the rest of my media types I decided to advertise every week until the first week of January. After The first week of January the advertisements are on and off every other week. Web Site Choices: The websites I decided to advertise on all deals directly towards my target audience. Some of the websites I have chosen are the websites for the TV shows that Im advertising on. Animal.discovery.com is the homepage for both of my TV shows Dogs 101 and Its Me or the Dog. This website is for any viewer that watches Animal Planet that wants to see more episodes or wants the inside scoop on anything that deals with the channel. I would like to have the banner ad on the specific page for the TV shows but they only sell banner ads for the homepage. Considering I have two shows that I advertise on that channel I decided to

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have most of my impressions on that site. The last TV show website Im advertising on is channel.nationalgeographic.com/dog-whisperer this website lets the advertiser advertise on the direct page of the show instead of just the homepage. This works out well considering the National Geographic website doesnt deal with just dogs or animals. The next website is AKC.org which stands for American Kennel Club. The website deals with finding a puppy, dog registration, breed information, and health information. The next website is petfinder.com/dog which specializes in finding and adopting a dog. This would be a perfect website to advertise on considering the owners are going to need to buy new accessories for their new dog. The next website is westminsterkennelclub.org which gives out the latest dog show results and judging videos. This website is great to advertise on considering if their into dog shows their definitely into dogs. The next website is nextdaypets.com, which is a similar website to petfinder.com, the only difference with Next Day Pets is that it only deals with dogs which is exactly what we want with our target audience. The next website is marthastewart.com/pets this site is all about pet projects, pet keeping, and adopting a pet. The website also has the same target audience as Orschelns so that benefits our advertisements. The last website is i-love-dogs.com which name describes the website it has everything the viewer needs to know about dogs such as dog breeds, dog games, dog names, dog insurance, and much more. I have the same process of advertising each week until the first week of January after that its about every other. Google Keywords: I chose the following keywords: dog food, dog collars, dog clothes, dog leashes, dog houses, dog kennels, dog toys, dog stores, and dog beds. The reason I chose those specific keywords is because they deals directly with my target audience. All the

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keywords I have put down Orscheln has a product for. So if someone is searching for either one of those products our advertisements on that page will take them straight to our website. I thought of as many products Orscheln has to offer and put them as a keywords for the target audience. I believe those keywords have the best chance for Orschelns to get noticed and more business. The best thing about Google is that Orschelns wont get charged until someone clicks on the advertisement. So once they do that then we have a viewer on our web page which is what we want so its a win win. Media Plan Schedule: The advertising campaign for Orschelns will begin on November 1, 2011 and will end on February 28, 2012. During this four month campaign, a total of $1,999,925 will be spent on the 25 media vehicles. The campaign is scheduled to start on November 1st in all three of my selected targeted cities. The reason for starting in November instead of any other month is because it gives our target audience plenty of time to hear what Orschelns has to offer two months in advance from Christmas. Christmas is always one of biggest times of the year for stores to get their name out there and sell most of their products. The reason for starting the campaign on November 1st instead of December 1st not only does it give Orschelns an extra month to advertise but we arent missing out on one of the biggest days to sell on in Black Friday. There are also other important days to advertise and sell during the holiday season such as Super Saturday and the shopping between Christmas and New Years. So by starting November 1st, it puts Orschelns name out there a month before Black Friday which is when a majority of consumers get there Christmas gifts to save some money. According to Barbara Farfan, in the article 2010 US Christmas Holiday Shopping Statistics, Results, and Numbers. The

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average amount spent per consumer on Black Friday, 2010 was $365.34 with a total of 212 million shoppers visiting stores and online websites (About 2010). Super Saturday which is the Saturday before Christmas, is another huge selling day in United States itself accounted for 7.58 billion in sales a 10% increase from 2009 ( About, 2010). Between Christmas and New Years 47% of US consumers said they would be doing more shopping in that week (About, 2010). During the holiday seasons a majority of consumers are shopping for their family and friends but a majority of dog owners will also buy their dog a Christmas gift. Previously stated in my media plan, 8 out of 10 dog owners will buy their dog a gift during the holiday season (Pet Place, 2006). People also get dogs as gifts during Christmas and a new puppy will need new toys, leashes, collars, food, and etcetera. So November 1st through February 28th is the perfect 4 months to start the campaign and get Orschelns name out there. By running the advertising campaign during the holiday season in the six different types of media, allows Orschelns to get to their target audience so they can see what Orschelns is all about and will in turn come back for future business. Since Radio and newspaper was my top two priorities I decided to run them each week for every month of my campaign. The rest of the media types I made sure ran every week of each month until the first week of January considering thats when Ill need to do most of the advertising. When the first week of January hit I started to stop advertising each week and decided to scatter the advertising around more for different weeks. Then I decided to end my campaign on a strong note by advertising in every media type for the last week. Justification of Money Spent: During the four month campaign, a total of $1,999,925 will be spent on the six media types with a total of 8,219 insertions, with an average of $14.75

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costs per thousand. My budget was anywhere from 400,000 to 2,000,000 so I decided to use the full budget because advertising is what gets the target audience to the store and thats what business is all about. When deciding on how I was going to spend the companys money to advertise, I made a decision on which media type would reach the target audience the most efficient way. So I did research based on the cities I was advertising in and the business I was advertising for with Orschelns being a smaller rural business located in only in 9 states. I thought that the best way to reach my target audience would be to go local. The media types for local were radio and newspaper. So by looking at my media buy overview thats where I put a majority of the money and insertions into. Out of the $1,999,925 I spent on the campaign half of that came from advertising on the radio. I spent a total of $1,041,155 on advertising in Orschelns top priority radio which is pretty cheap considering the cost per thousand is only $6.30, which is the lowest on the overview. I spent a total of $341,470 on my second priority newspapers with the cost per thousand being $20.35 so I could only manage to get 32 insertions. I spent $256,000 on internet advertisements which is pretty cheap considering I have 6,400 insertions. All of the advertisements that go on the internet go straight to the target audience with related websites so I made sure I bought a lot of insertions. I spent $217,152 on television which advertises directly towards my audience the cost per thousand was $6.88 which is the second lowest on the overview. I spent $75,240 on magazine advertisements which was one of the highest cost per thousand with $25.46 so I decided not to put too many insertions in. The last media type I spent $68,908 on Google search for 68,400 insertions which is the best deal of them all considering Orschelns wont get charged until someone clicks on the advertisement. I ended

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up only having around $75.00 left to spend out of my $2,000,000 budget, but I feel confident through this campaign that these advertisements will pay themselves off and then some.

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Bibliography
Cutt, Hayley, et al. "Understanding dog owners' increased levels of physical activity: results from RESIDE." The American Journal of Public Health 98.1 (2008): 66+. Expanded Academic ASAP. Web. 10 Feb. 2011 "U.S. Pet Ownership Statistics : The Humane Society of the United States." The Humane Society of the United States : The Humane Society of the United States. Web. 10 Feb. 2011. http://www.humanesociety.org/issues/pet_overpopulation/facts/pet_ownership_statistics.ht ml. "Market Research Statistics - U.S. Pet Ownership." American Veterinary Medical Association. 2007. Web. 16 Feb. 2011. http://www.avma.org/reference/marketstats/ownership.asp Pet Place. (2006) "How Many Pets Are in the U.S.? - Netscape Home & Living." Petplace.Com. 2006. Web. 16 Feb. 2011. <http://webcenters.netscape.compuserve.com/homerealestate/feature.jsp?story=rainingcatsa nddogs>. Oracle. (2007). "Orscheln Farm and Home Deploys Oracle(R) Retail and Financial Applications To... -- Re REDWOOD SHORES, Calif., Oct. 15 /PRNewswire-FirstCall/." PR Newswire: Press Release Distribution, Targeting, Monitoring and Marketing. 15 Oct. 2007. Web. 16 Feb. 2011. <http://www.prnewswire.com/news-releases/orscheln-farm-and-home-deploys-oracler-retailand-financial-applications-to-increase-profits-and-support-growth-58556412.html>.
(About, 2010) Farfan, Barbara. 2010 US Christmas Holiday Shopping Statistics, Results, and Numbers. . . :. 12/28/2010. . http://retailindustry.about.com/od/statisticsresearch/a/2010-Us-Christmas-Holiday-

Shopping-Data-Statistics-Results-And-Numbers.htm