TABLE OF CONTENTS

Table of Contents Prestige Worldwide Intro CAMPAIGN Scope Executive Summary MARketing and Advertising Objectives Media Objectives The Preheat Brand Profile Situation Analysis SWOT Competitor Profile Geographic Profile Target Market Defined Target Consumer Profile The Mix Media Vision Media Menu Media Strategy Budget Breakdown Media Mix Media Flow Chart The Bake

1 2 3 4 5 6 9 10 12 13 16 18 21 25 27 34 48 53 54 57

PRESTIGE WORLDWIDE

Prestige Worldwide is comprised of six media specialists, each with his or her own unique skill set that sets us apart from the competition. From our creative prowess, to our attention to detail to our advanced research and understanding of modern consumers, Prestige Worldwide provides innovative problem solving and fresh ideas to meet your media need.
Prestige Worldwide, the first word in media.

Campaign Scope
To introduce Polkadots Cupcake factory to the Seattle, Washington target demographic market, create brand awareness amongst college students and young professionals, and promote product trial usage with a $75,000.00 budget.

EXECUTIVE SUMMARY
Prestige Worldwide has developed a comprehensive media plan to relocate Polkadots Cupcake Factory to Seattle, WA. This plan is based on a budget of $75,000 and will encompass traditional and non-traditional media. Polkadots Cupcakes was established in 2008 in Austin, TX and has since prided itself providing the University of Texas area with delicious baked goods, quality service and a homey atmosphere. Prestige Worldwide plans to transfer all of these values to the new location in Seattle in the University Village. Prestige Worldwide has chosen to focus our advertising efforts on a general audience of college students and young professionals, ages 18-35, based on the demographics of the surrounding zip codes. Specifically, this media plan focuses on a core target of females and a passion group of event planners. Through diligent research, Prestige has developed a media strategy tailored to the lifestyles of these target audiences. This media plan allots the budget of $75,000 as such: 13.11% in Magazine, 20.11% in Newspaper, 10.67% in Interactive, 22.07% in OOH, .52% in Guerrilla, 25.67% in Radio, .77% in Promotional, and 5.02% in Events. This media plans leaves us with a 2.12% contingency. Through exhaustive research on target audiences, demographics, geography, competition and the Polkadots brand itself, Prestige Worldwide has created a campaign that will not only introduce Polkadots to Seattle but also raise brand awareness and recognition as well as create a buzz.

Marketing OBJECTIVES
To have a minimum in-store traffic count of 2,000 within the first month of operations. To sustain a regular average traffic count of 250/weekend and 75/weekday throughout the first year. To achieve an average in-store OTC check of $15/visitor across the first six months of operation. To establish a minimum of 75 specialty orders within the first month of operation and an average of125 specialty orders per month from there throughout the year

Advertising OBJECTIVES
To achieve a 60% awareness of the Polkadots name, and a 45% knowledge of the new Polkadots location and quality product offerings among the target selected. To successfully support three major traffic-building events, establishing at least one of these events as a long-term tool for future Polkadots campaigns.

MEDIA OBJECTIVES
Media:
Overall Impressions: 5,000,000 impressions by January 2013 Bus Posters: Increase exposure among college students by 25%

Bus Exteriors: Increase exposure across all target audiences by 10%

Coupons: Maintain in-store traffic of 50 customers per day Billboards: Increase exposure across all target audiences by 35%

MEDIA OBJECTIVES
Media:
Magazine: Increase exposure among core audience, females, by 30% using Seattle Bride magazine Increase exposure across all targets by 20% using Seattle Met
Newspaper: Increase exposure across all target audiences by 15% using publications read by a younger market as well as general publications SEM/SEO: Generate 8,000 impressions using Google search Social Media: Increase Likes by 500, check-ins by 800 on Facebook by January 2013 Increase Followers by 200 on Twitter by January 2013 Online: Generate 250,000 impressions through display ads on sites relevant to our target audiences and commercials on sites such as PandorA

THE PREH

BRAND PROFILE
Local Austinites, Olga and Ben founded Polkadots Cupcake Factory in 2008. After attending the California School of Culinary Arts, Olga got a job at a consulting firm. However, her dream was to open up her own dessert shop, so she spent her nights experimenting with recipes. She perfected the delicious cupcakes, cakes, and cookies that she now sells out of an old house made into a shop in west campus at The University of Texas. The couple partnered up with Julia, who studied in the Art of Cakes program at The French Pastry School L Art Du Gateau, to do the design for each pastry. The success of Polkadots has led to the opening of a new store in Seattle, Washington. This store will be located in the University Village Shopping Center, near the University of Washington. Here, Olga and Ben plan to sell their products to a market similar to the one in Austin, where they have already found success.

SITUATION ANALYSIS
Place:
The Polkadots Cupcakes franchise currently consists of one small mom and pop shop on Rio Grande and 28th Street in Austin, TX. This location proves advantageous because of its close proximity to The University of Texas campus. Similarly, the new location in Seattle is roughly a mile away from The University of Washington campus, attracting a large number of college students. This location is situated in the University Village Shopping Center, which houses a varied selection of shopping and dining options. Many of the stores in the village (Anthropology, Free People, Madewell, etc.) focus the bulk of their advertising and merchandise on a twenty-something female market. The zip codes surrounding the University Village are home to primarily Caucasian, 20-35 year of age students and recent college graduates. With its sugary and pink baked goods and homey, eclectic feel, Polkadots provide a perfect destination for a young, hip clientele.

SITUATION
ANALYSIS
Product and Price:
Polkadots product is one of a kind and baked with the customer in mind. The company offers gluten free, sugar-free, dairy-free, or egg-free cupcakes to satisfy anyones taste buds. It offers a great selection of 12 cupcake flavors, 5 daily and 7 rotating daily specials. In addition, Polkadots offers more than just cupcakes. They bake cakes and cookies to fit your special event. Each cookie is baked from scratch using the best and freshest ingredients possible. Polkadots are able to offer cheaper cupcakes that are still high quality.

Promotion:
Polkadots currently publicizes itself through online promotions such as their website, blog, Facebook, Twitter. Special promotions include signing up for their mailing list and Tuesday Happy hour when cupcakes are $2 each, from 5 PM 8PM. This company has positioned itself as a casual hangout and caring business through its outreach to the college community at the University of Texas at Austin.

STRENGTHS:
Product line includes cakes, cupcakes, cookies, etc. (variety of cakes) Custom made Delivery and catering services Can make gluten free, sugar-free, dairy-free or egg-free cake Variety of Cupcake Flavors - 5 daily flavors with 7 rotating daily specials Competitive prices New location is near The University of Washington

WEAKNESSES:
Limited inventory Closed on Sundays People think that cupcakes are unhealthy Brides who think that cupcakes arent classy Website is unorganized and unexciting Weak advertising near and on-campus Since it is so small, it is hard to compete against bigger businesses (and earn profit)

OPPORTUNITE eS:
Wedding/Special Events Philanthropy event at nearby locations and on-campus organizations Partnerships with local coffee shops More comprehensive website Better utilization of social media to bolster customer involvement and brand recognition

THREATS:
Local bakeries already have an established customer base Local bakeries better use online advertising and social media Competition offers a wider variety of products and flavors National chains that carry baked goods like Starbucks, Coffee Bean and Tea Leaf, etc.

COMPETITOR PROFILE
CUPCAKE ROYALE
Cupcake Royale is located 4.8 miles away from Polkadots Cupcakes proposed location near the Cal Anderson Park, a public park on Seattle, Washingtons Capitol Hill. It is known for its local grown ingredients, being environmentally friendly, and love to support the community. It is the oldest bakery out of the three competitors and has made a great name for itself. Cupcake Royale picks three events or charities each month and donate cupcakes from them and their customers. The company donate 25,000 + cupcakes a year to local non-profits. The owners of cupcake royale have a dedication to their store involving big picture activism and detailed research for local ingredients. They want the cupcake to feel personal like the person who made it really wants to you to be there. They are open 10pm/11pm, which is the latest out of the competitors. They offer 14 flavors of cupcakes and 5 other flavors by special order. Strengths: Have a high community involvement, environmentally friendly, and care about the health benefits of their cupcakes, all their ingredients are locally grown and are organic, and its still not the most expensive, open late! Weaknesses: have a great assortment of flavors but not nearly as much as the other two competitors.

COMPETITOR PROFILE
TROPHY CUPCAKE AND PARTY
Trophy Cupcake and Party is located .1 miles away from Polkadots Cupcakes proposed location in the University Village shopping center, which includes main stream stores such as, Banana Republic, Eddie Bauer, Lucky Brand, and H&M. This caters to a demographic of upper class, families, and higher income that are able to pay for the $3.50 cupcakes they offer. Trophy Cupcake and Party is the most expensive bakery out of the competitors giving Polkadots a chance to compete. It has a party room that fits 4-40/50 people for birthdays, wedding showers, office parties, etc, which is its main draw. The husband and wife team concentrate on fun, fancy, and completely custom cupcakes. Trophy Cupcakes and Party has been featured on Martha Stewart and has been on the cover of Seattle Magazine, which has given them great exposure compared to any other competitor. Strengths: Have a party room that can cater to company parties, bridal showers, and other events, offer different flavors every day, its fun and fancy, custom cupcakes Weaknesses: most expensive, gives little information on the ingredients of the cupcakes

COMPETITOR PROFILE
THE YELLOWLEAF CUPCAKE
The Yellowleaf Cupcake is tucked away in the Belltown neighborhood 5.3 miles away from Polkadots cupcakes proposed location. The neighborhood has a higher income than the 98105 zip code with an older demographic. It is next to two very well known theaters, Seattle Cinerama, one of only three movie theaters in the world that is still capable of showing three-panel Cinerama films and the Moore theatre, which is the oldest still-active theater in Seattle. It presents mix of music concerts, theater productions theatrical productions, and lectures. The Yellowleaf Cupcake owned by two passionate men who decided to make their own perfect cupcake They offer 218 flavors, including Campbells tomato soup in the signature cupcake, which are rotated each month and not made daily. Yellowleaf Cupcake is known as being Sweet, Simple, and Sophisticated. They want to be simple without being too fussy. They have unusual choices that cater to consumers with a palette for different flavors. Strengths: have a huge assortment of unusual flavors, have a sophisticated palette, located in an area that is accessible and relevant to the consumers who visit and shop there. Weaknesses: Not many people know about them, closes at 6pm, which is a lot earlier than its competitors, more emphasis on quantity rather than quality.

GEOGRAPHIC PROFILE
Geography
Located 1.2 miles away from the University of Washington, the University Village provides a well situated home for our new branch of Polkadots Cupcakes. Seattle itself spans 145.5 square miles. Our target market incorporates the University of Washington as well as the surrounding zip codes made up of recent current college students, college graduates and young professionals. Our focus will be on the 98105 zip code, where a large portion of our target resides, as well as our physical location. In addition, we plan to reach the four surrounding zip codes where the median age falls under the Seattle average.

Population
Greater Seattle has an overall population of 3,707,400, with 38,963 residents falling into our 98105 zip code. The median age of Seattle is 37, but, for obvious reasons, the University District average age is lower, 24.9, The average household income for 78705 is $66,175, which is roughly $10,000 lower than the average median family income of $79,899. The population is primarily single and overwhelmingly Caucasian (30,282). The unemployment rate for Seattle is slightly below the national average, falling at 8.7%. Seattles economy is extremely diverse, with footholds in the manufacture of transportation equipment and forest products as well as food processing and advanced technology in computer software, biotechnology, electronics, medical equipment, and environmental engineering.

GEOGRAPHIC PROFILE
University of Washington
The overall enrollment for the University of Washington 2010-2011 was 41,538, making up for a sizable percentage of our targeted population. 60% of the students are recipients of some form of financial aid. Females make up a slight majority, 52%, of student body, versus the male percentage of 48%. The lifestyle of the average college students is fast-paced and involved, and the University of Washington is no different. Greek life, student government and other on campus organizations play a major role in daily life.

TRADE AREA
Trade Area
Zip Codes: 98105, 98103, 98102, 98115

RationalE
Research has shown that these zip-codes have a similar age range that averages 31.8, below Seattles overall median age of 37. Also, the average incomes of these areas center at roughly $65,000, with 98115 being slightly higher than the rest, $74,652.

TARGET MARKET DEFINED

1. General Target Market College-Aged Students and Young Professionals 2. Core Target Market Females 3. Passion Group Campus Organizations and Event Hosts

General Target Market: College-Age Students and Young Professionals

Age: 18-35 Education: College Grad Household Income: $50,000-$90,000 PRIZM Segments: Up and Comers, Young Digerati, Urban Achievers, Bohemian Mix, Young Achievers (Life stage Group) Household Composition: Double Income No Kids, Single Income No Kids Rationale: With the University of Washington campus near by, an interest in desserts, and customers with tighter budgets, this target group has motivation to consume Polkadots cupcakes and other desserts at a reasonable price.

TARGET MARKET DEFINED

Core Target Market: Females
Age: 18-35 Education: Graduate Plus Household Income: $50,000-$90,000 PRIZM Segments: Up and Comers, Young Digerati, Bohemian Mix, Urban Uptown (Social Group), Young Achievers (Life stage Group) Household Composition: Double Income No Kids, and Singles No

Kids
Rationale: This target market possesses many similar characteristics to the General Target Market, but it is made up of strictly women. Women are more likely to seek out desserts such as the ones that Polkadots offers, and an overwhelming majority of the consumers are women.

TARGET MARKET DEFINED

Passion group: Campus organizations and event hosts
Age: 18-35 Education: College Grad, Graduate Plus Household Income: $55,000-$90,000 PRIZM Segments: Up and Comers, Young Digerati, Young Achievers (Life stage Group) Household Composition: Double Income No Kids, and Singles No Kids Rationale: Campus organizations and event hosts are the key passion group because they will plan events where desserts will be needed. Also, many people will be at these events, so they will be a great way for Polkadots to promote their business. Thus, we must target them because they will be a large consumer of Polkadots cupcakes, cookies, and cakes. If we target this Passion Group and gain brand loyalty early, they will spread the word to others in their group about the delicious desserts that Polkadots offers. In order to capture their attention, we will have to show these consumers how the product is different, and ultimately better, than the competition.

TARGET CONSUMER PROFILES

General Target: Young Professionals
Jacob Atwood is a 24-year-old Executive Assistant of the Microsoft Division at Waggener Edstrom, Inc. in Seattle. Jacob recently graduated from Washington State University with a degree in Management and Operations. Outside of work, Jacob enjoys going out to see live bands with his friends from work or staying in shape with recreational sports. In the evenings, Jacob can be found cooking dinner with his long-time girlfriend, Stacy, or watching the newest Wes Anderson film. Jacob also enjoys reading Gentlemens Quarterly, shopping at Ethan Allen Galleries, and going for long runs through Cowen Park. Jacob loves to surprise Stacy with weekend getaways that he plans using Expedia. Finding the best deal is important to him.

TARGET CONSUMER PROFILES

CORE Target: FEMALES
Autumn Finn is a 30 year-old accomplished, fun, creative, and personable Interior Designer and proud owner of the AFDG: Autumn Finn Design Group, a full-service, award winning residential and commercial design firm in Seattle. She studied at Rhode Island School of Design Interior where she earned her Degree in Applied Science of Interior Design and her Master of Design in Interior Studies. Autumn lives in Bellevue with Andy, her husband of 6 years. She makes the 20 minute commute every workday in her Audi A3. Autumn is also a member of the Girl Power Hour, a Stylish Networking for Women. She aspires to one day become a member of the Power Team that aides in sponsoring and planning the events for the fun, stylish and exciting women of the Greater Seattle Area. Most weeknights you can find Autumn Snuggled up on the couch next to her husband Andy, enjoying a glass of wine and watching the latest episode of 30 Rock. On weekends she enjoys trying out new restaurants and wine bars with her husband or getting cocktails with her girlfriends.

TARGET CONSUMER PROFILES

Passion Group: Campus Organizations and Event Hosts
Ellie Shaw is a 21-year-old student at the University of Washington with a major in Public Relations. She is the Vice President of Philanthropic Services at the Sigma Kappa Chapter and is a very active member. As VP of Philanthropic Services, Ellie is in charge of overseeing planning for her sororitys events and fundraisers for their Philanthropies which include: Oktoberfest and Valentines Day to raise money for Gerontology, as well as weekly visits to the Hearthstone Retirement Living; The Ultra-Violet Campaign, King of The Castle competition, and the Walk to End Alzheimers event to raise money for Alzheimers Research and Education; Inherit the Earth, an environment awareness and volunteer program for the city; and the Maine Sea Coast Mission. Ellie and many of her sisters are also dedicated to several community programs like Jumpstart and the Boys and Girls Club of Seattle. Community service and awareness are Ellies heartbeat. When she is not planning and hosting an event or seeking ways to be involved in her community she enjoys shopping and going out with friends, be it a local restaurant for weekday lunch or downtown on a Saturday night. Most weeknights you can find her immersed in a study party with friends or relaxing by watching the

THE MIX

MEDIA VISION
Prestige Worldwide plans to promote Polkadots Cupcakes to college students and young professionals seeking a delicious treat. This media plan has will target this audience on three specific levels with different marketing geared at each different segment.

General TargeT: College-Age Students and Young Professionals

Prestige Worldwides strategy will first focus on creating credibility among college students and young professionals through targeted messages and partnerships that will encourage word of mouth marketing and increase brand recognition.

Core

Target:

Females

Prestige Worldwide will target females in four zip codes surrounding the stores location through events and promotions appealing to the fairer sex.

Media

Vision

Passion Group: Campus Organizations and Event hosts Specifically, Prestige Worldwide will target event hosts, those who need cupcakes and catering in bulk, as our Likely Adopters. Prestige Worldwide has chosen to use a pulse media strategy generate a buzz for Polkadots, meaning we will combine continuous online and out of home advertising with periods of heavy guerrilla and print promotions. This media plan has been broken into four flights based on periods where sales will need to be boosted and awareness will need to be raised. Flight 1 spans the month of March, the month of our grand opening, and is focused on getting the word out about Polkadots new location. Flight 2, June 11 through July 7, involves boosting sales during the summer period where college students, a large sector of our target, may have left campus. Flight 3 spans the month of October and will mark the beginning of the holiday season with a Fall festival promotion. Flight 4, our final flight, runs during the month of December with a heavy focus on Christmas.

MEDIA MENU
Bus OOH Size King, Queen or Tail Full or Partial Bus Wrap Bus Stop Shelter Bus Interior College-University Bus-Shuttle Size Traditional Billboard (Bulletin) 30-Sheet Poster 8-Sheet Poster Number & Size 100 magnets 10" by 10" Number 1000 Price/Unit/Month $150 - $600/unit/month $750 - $5,000/unit/month $150 - $900/unit/month $20 - $50/unit/month $40 - $75/unit/month Price/Unit/Month $1,500 - $30,000/billboard/month $2,000/billboard/month $750/billboard/month Price $500 Price $250

Billboards

Car Magnets

Coupons

MEDIA MENU
Early Morn DMA - CPP 622 Day Time 339

TV Early Early Prime Prime Fringe News Access Time

418 704 502 644

Late News 898

Late Fringe 345

Radio 18-49 A $ 289 261 295 144 M $ 267 244 276 136 :60 W $ 316 280 321 156

AM Drive Daytime PM Drive Evening

Seattle Magazine Color 1 Page 1/2 Page 1/3 Page $5,905 $3,935

Magazine Circulation: 33,227 1 ti $8,750 $8,315

4 ti $5,610 $3,735

8 ti $7,895 $5,330 $3,550 9 ti $4,356 $2,178 $1,452 $3,920 $1,960 $1,307 6 ti $1,800 $950 $700 $1,600 $900 $650 6 ti $1,600 $900 $650

Seattle Met Color

1 Page 1/2 Page 1/3 Page Seattle Woman Color 1 Page 1/2 Page 1/3 Page Seattle Bride Color 1 Page 1/2 Page 1/3 Page Seattle Bride Color 1 Page 1/2 Page 1/3 Page Columns Color 1 Page 1/2 Page 1/3 Page $5,114 $3,370 $2,562 $4,285 $2,570 $1,715 $4,285 $2,570 $1,715 $5,023 $2,511 $1,674

Circulation: 72,507
1 ti 5 ti

Circulation: 33,000 1 ti $1,900 $1,050 $750 Circulation: 19,000 1 ti 3 ti 3 ti

$3,430 $2,055 $1,370 Circulation: 19,000 1 ti 2 ti $3,430 $2,055 $1,370 Circulation: 254, 813 1 ti 2 ti $4,777 $3,150 $2,394

4 ti
$4,442 $2,930 $2,226

MEDIA MENU
Newspaper The Stranger BLACK/WHITE RATES Full pg Jr. pg 1/2 pg 1/4 pg COLOR RATES Extra Seattle Weekly BLACK/WHITE RATES Full pg Jr. pg 1/2 pg 1/4 pg COLOR RATES Extra 1x 4632 3712 2516 1321 b/w 4 c 975 6x 4402 3528 2392 1257 12x 4172 3344 2268 1192 26x 3945 3197 2169 1140 Total Circulation 72602 1x 4632 3850 2516 1321 b/w 4 c 975 6x 4402 3660 2392 1257 12x 4172 3469 2268 1192 26x 3945 3280 2169 1140 Total Circulation 714710

SEM Marketing cupcake decorating polkadots cupcakes polkadotdesign polkadots cupcake decorations wedding cupcakes cupcake liners wholesale cupcakes gourmet cupcakes birthday cupcakes polkadot cupcakes decorating cupcakes kids cupcakes wedding cupcake stand cupcakes seattle university village seattle wa u village seattle university village seattle restaurants catering seattle best cupcakes in seattle

$0.60 $0.46 $0.21 $0.82 $0.55 $0.59 $0.67 $0.65 $0.68 $0.87 $0.40 $0.62 $0.74 $0.60 $1.58 $1.58 $1.71 $1.92 $3.66 $1.81

MEDIA MENU
Site The Seattle Time (www.seattletimes.com) Facebook (www.facebook.com) Google (www.google.com) Yelp (www.yelp.com) Pandora (www.pandora.com) Groupon (www.groupon.com) Living Social (www.livingsocial.com) Interactive Ad Type Cost (CPC) $0.75 - 4.54 240 x variable height 120x600 skyscraprer 590x100 300x250 square $0.45 - 0.66 Minimum CPC $.01 Suggest bid $3 $6.85 Free (take % off of redeemable coupon) Free (take % off of redeemable coupon) Readers 1.85 million Unique Visitors monthly 28,640 in specified zip codes 54 million unique visitors monthly 29 million users 22.5 million unique visitors monthly 12.5 million unique visitors monthly

Guerilla Marketing Number Polkadots Inflatible Polkadot Cupcake Posters 400 1 300 Price $40 $300 $50

Number Koozies Cups Pens

Promotional Items Price 500 500 500

$215 $225 $140

Sources: SRDS, SQAD, Facebook, Pandora, AdWord

MEDIA Strategy CONTINUOUS

Interactive:
Throughout our entire campaign, ads will be run on social media sites, specifically Facebook. Continuously, $2000 will be allocated to advertising on Facebook, generating 4,824 impressions. Placing ads on Facebook create an opportunity to advertise and reach our specific target audience based on the information they provide on their profiles. For example, we will target based on our primary zip codes (98105, 98103, 98102, 98115), education (The University of Washington), and gender (females). Also, because the target audience is entirely comprised of Generation Y, the overwhelming majority of the audience is on Facebook and Twitter, providing a wide reach for this medium. In addition, Search Engine Marketing (SEM) will be an ongoing to aid in making Polkadots the leading bakery for our targeted area in Seattle. Much like Facebook, our market uses the internet when they need to answer a question, solve a problem, decide where to eat, etc. Beginning in March, if best cupcakes in Seattle is searched, Polkadots will be one of top the relevant results. This specific phrase will cost $1.81 per click, therefore $2000 is allotted to SEM. Finally, $4000 will be allotted to online display ads and commercials. These displays will be focused on cites relevant to college students and young professionals, such as Yelp, The Seattle Times and Pandora. Interactive as a medium accounts for 10.67% of our total budget.

NEWSPAPER:
Throughout the entire campaign, ads will be placed in The Stranger and Seattle Weekly. The Stranger is a hip publication read predominantly by a younger, bohemian mix with a focus on the arts, which would encompass a strong segment of our market with a total circulation of 714,710. The Seattle Weekly reaches 72,602 people weekly, but is less focused than The Stranger. By using these local publications, a more targeted audience can be reached. The cost of each quarter-page advertisement will be $1257 for both publications, totaling in $7,542 per circulation. Overall, the total cost for advertising in newspaper is $1584, accounting for 20.11%.

MAGAZINE:
The Seattle Met Magazine will have general Polkadots advertisements throughout the whole campaign. The readership of this publication is varied and encompasses young professionals and college students, as well as an older target. The circulation of the Seattle Met is 72,507 and it is a monthly publication, meaning Polkadots advertisements will reach this readership five times throughout the campaign. The cost is $1,452 for each one-third-page advertisement, totaling $7,260.

MEDIA STRATEGY CONTINUOUS

CAR MAGNETS:
Over the course of the campaign, $500 will be allotted to print 100 polkadot shaped car magnets, accounting for .67% of our total budget. With a great deal of our weight in out of home advertisements, car magnets are and affordable and visible means of advertising for long periods of time. Also, car magnets will be optimal because college students spend a strong percentage of their time traveling on foot, Polkadots will be able to increase exposure and boost visibility by advertising on cars, therefore generating in store traffic.

MEDIA STRATEGY FLIGHT ONE: MOVE IN

Out-of-Home:
Flight 1 is centered on the Grand opening of Polkadots Cupcakes in the University Shopping Center. Low brand exposure and awareness are going to be two of the biggest challenges Polkadots will encounter in the immediate future. Bus exteriors & wraps, car magnets and billboards will be used in Polkadots targeted areas to attract the largest number of potential consumers. $1,100 will be used to put advertisements inside twenty buses and another $1,500 on three buses exteriors. The 20 month-long insertions on college campus buses will be seen by college students traveling by bus in and around campus generating 608,660 impressions. The other 3 monthlong bus exteriors that commute throughout Seattle will be seen across all target markets producing 608,660 impressions. $4,000 will be used to place one month long billboard insertion in an area for our female and young professional markets to view as they commute to work or run daily errands. $250 will be allotted for coupon production to give out to potential Polkadots consumers for increased exposure. The billboards 608,660 impressions plus 1,217,320 impressions from the bus insertions & exteriors and 1,000 more from coupons help to achieve the 60% brand knowledge Polkadots is aiming for. The total Out-of-Home portion for Flight 1 equals out to $6850, which is 9.33% of the total budget.

MEDIA STRATEGY FLIGHT ONE: MOVE IN

Guerrilla:
$40 will be spent on 400 polkadots to place in areas in the University of Washington Campus and University Shopping Center to increase awareness for the people traveling around those areas. $300 is for one large inflatable cupcake that can be wheeled in and around the same areas the polkadots are placed will create 154,007 impressions. An additional $50 will be used to create cupcake posters that will be display the various features Polkadots Cupcakes offers along with the date of the Grand Opening. These guerrilla-marketing techniques will contribute to reach the advertising goal of 45% knowledge of the new Polkadots location and features of the business while allocating .52% of the overall budget.

Promotional Items:
Pens, koozies and cups will be distributed to in-store buyers. They will be able to take these items with them and use them in everyday life to help build brand exposure within our target markets community. The amount spent on 500 of each of these items comes to $588. This is .77% of the $75,000 budget.

Radio:
Radio has such a broach reach that it must be utilized during the beginning stages of Polkadots tenure in the University Shopping Center. To get the word out about Polkadots Grand Opening, $9,616 will go towards a radio insertion run on a station that is frequently tuned into by our audience. The insertion will run in Daytime and PM Drive Times to increase the chance that the ad reaches our target market. The broad reach of radio will help increase brand awareness over all parts of Seattle. This growth in awareness will help to achieve the minimum in store traffic goal of 2,000 within the first month of operation. Radio in Flight 1 accounts for 12.82% of the entire budget.

MEDIA STRATEGY FLIGHT ONE: MOVE IN

Grand Opening:
On the first Friday of March 2012, Polkadots Cupcake Factory will hold a Grand Opening Day celebration to kick off the new location in Seattle, WA with a bang. The purpose of this event is to boost awareness of the location and generate a word of mouth buzz. In order to appeal to our general target market and our target age group, an array of interactive activities will be held throughout the store. Outside, an assortment of polkadots will randomly be placed throughout the parking lot, all leading up to the store, which will serve as a visual cue of the new stores opening for the University Village shoppers and attract attention to the event. In addition, in front of the store we will have a booth set up for people to enter for a chance to win a $100 gift certificate. This will also serve as a great way to get future consumers information to form an email list. Along with booth, there will also be a spin wheel for attraction purposes to reel in people to come spin and receive a promotional item. Every spinner is a winner.

Inside the store, there will be a large serving of mini bite-size cupcakes that will portray a glimpse of what our company can do. The cupcakes will also be a great way to start conversations with people about flavors, decorations, and prospective business connections. In order to keep the celebration going, tickets will be passed out and five will be called every twenty minutes for a chance to win a limited time coupon. Refreshments will be offered indoors and a large inflatable cupcake will be strolling around the store snapping photos. By offering this event on a Friday, Polkadots Cupcake Factory will be able to successfully reach their target market in the University Village shopping area, as adults 18-35 will be out on the town. Additionally, the majority of the University population will have the weekend free from school, and will be able to attend the grand opening. The Grand Opening Celebration has been allocated for in the budget. With $100 gift certificate, $247 table cover with graphic, $70 folding table, $150 prize spin wheel, $10 raffle ticket roll, $68 in cups, $45 in coffee, $52.50 in milk, $320 in 5 extra employees, and $38.99 in business cards equals a total of $1101.49 for our first promotional event.

MEDIA STRATEGY FLIGHT TWO: JUNE 11- JULY 7

Magazine:
In Flight 2, along with the continuous advertisements in the Seattle Met, an half page ad will be run in Seattle Bride magazine. The ad will be run in July, and, because Seattle Bride is a bi-yearly publication, this ad will be generating exposure for the rest of 2013. This publication has a circulation of 19,000 and a readership comprised of predominantly 20-35 year old females, the core targets for Polkadots Cupcakes. Also, with exposure to this audience, women planning weddings, Polkadots will be positioned as an option for catering weddings. This advertisement will cost $2,570 and, along with the advertisement in the Seattle Met, magazine accounts for 7.41% of the budget for Flight 2.

Guerilla & Promotional:

These media will run the same as Flight one, with $92.50 being allocated to Guerilla and $145 allocated to Promotional, and will be used to raise awareness for our promotional event for Flight 3, the Sprinkle Bash.

The Sprinkle Bash

On June 23, Polkadots Cupcakes Factory will host a Sprinkle Bash event. The purpose of this event is to boost sales during a time when half our target market will potentially be gone. This occasion will aim for our core target. It will encourage those female cupcake lovers to stop by and bring forth their ultimate creativity. The decorating contest will bring the female community together as well as build a comfortable relationship with our consumers.
Indoors, the tables will be set up with all the essential items to have a decorating contest. The tables will be covered with disposable tablecloths. There will be bare cupcakes of different flavors already baked, containers with an assortment of frosting, and innumerable amounts of containers with toppings. Outside, the inflatable cupcake will be inviting consumers into the store as well as being available for photos. The polka dot decals will also be placed Sporadically in the parking lot creating a visual cue for direction towards our store. The Sprinkle Bash event has been allocated for in our budget. With $105 in disposable tablecloth rolls, $182 in frosting, $150 in toppings, $581.25 in window decals, and $476.58 in flyers equals a total of $1494.83 for our second promotional event.

Media Strategy Flight Three: OCTOBER

Out-of-Home:
In Flight 3, Out-of-Home will cost $2,600 and takes up 3.54% of the budget. 20 University of Washington bus advertisements and 3 Seattle bus exteriors will be used in the same manner as Flight 1. However, the ads and exteriors will be aimed at increasing the weekday in-store traffic to 75 and promoting Flight 3s event, A Sprinkle Bash.

Guerrilla:
Flight 3s Guerrilla marketing will be used in the same way regarding the polkadots and inflatable cupcake. These two vehicles will be used to continually reach out to the target market while trying to reach the advertising goal of 60% brand awareness. However, the cupcake posters will deal with promoting Polkadots Sprinkle Bash and trying to increase specialty orders to 125 per month.

The Fall Festival

Polkadots Cupcakes Factory will host a Fall Festival on October 26. The event will be held in order to promote and increase brand recognition for upcoming holidays. We are striving to target our Passion group. In order to captivate a large participating group, we will have a scavenger hunt set up around the University Village. Inside, there will be a sign in sheet for people to create teams of six. While waiting on people to sign up, complementary cupcakes will be passed out. Once teams have been created, each team will receive a list of instructions as well as a list of items they must collect. Outside, everyone will gather and Begin the Scavenger Hunt as soon as we say, READY, SET, GO! The winning team will receive free catering for a holiday event. Participants will receive a promotional calendar at the end of their quest. The scavenger hunt will happen twice throughout the event giving more people a chance to participate and giving yet another team a chance to win a free catered holiday event. The Fall Festival event has been allocated for in our budget. With $425 in calendars, $109 punch cards, $34 for paper, and $600 for 2 free catered events ($300 each) equals a total of $1168.00 for our third promotional event.

MEDIA STRATEGY Flight FOUR: DECEMBER

OOH:
The bus posters and bus exteriors weights and cost remain consistent with that of Flight 1 and Flight 3. $1,100 will be used to put advertisements inside University of Washington twenty buses, generating 608,660 impressions, and $1500 will be allocated to exteriors in on the city of Seattle busses, also generating 608,660 impressions. In addition, a billboard will be added to the out of home mix at $4,000, generating 608,660 impressions. This billboard will be promoting Polkadots product and catering options for the holiday season in order to increase brand recognition during a vital dessert season.

Radio:
As in Flight 1, $9,616 will go towards a Daytime and PM drive times radio insertion run on a station that is frequently tuned into by our audience. However, radio in this flight will focused on describing holiday specials, offers and flavors of baked goods. The purpose of this radio promotion will be increase catering opportunities and to bolster in-store traffic during the holiday season.

Guerilla & Promotional:

These media will run the same as Flight one, with $92.50 being allocated to Guerilla and $145 allocated to Promotional, and will be used to raise brand awareness during the holiday season.

BUDGET BREAKDOWN
Flight 1: Move In OOH Magazine Newspaper Guerrilla Promotional Items Radio Events Total Flight 2: Magazine Newspaper Guerrilla Promotional Items Events Total Flight 3: October OOH Magazine Newspaper Guerrilla Promotional Items Events Total June 11-July 7 Budget $6,850 $1,452 $5,028 $352.50 $145 $9,616 $1,101.49 $24,545 Budget $4,022 $2,514 $12.50 $145 $1,494.83 $8,188 Budget $2,600 $1,452 $2,514 $12.50 $145 $1,168 $7,892 % of Flight 3 % of Flight 1 27.91% 5.92% 20.48% 1.44% 0.59% 39.18% 4.49% % of Total Budget 9.33% 1.98% 6.85% 0.48% 0.20% 13.10% 1.50%

% of Flight 2 49.12% 30.70% 0.15% 1.77% 18.26%

% of Total Budget 5.48% 3.42% 0.02% 0.20% 2.04%

% of Total Budget

32.95% 18.40% 31.86% 0.16% 1.84% 14.80%

3.54% 1.98% 3.42% 0.02% 0.20% 1.59%

BUDGET BREAKDOWN
Flight 4: December OOH Magazine Newspaper Guerrilla Promotional Items Radio Total Continuous Car Magnets (OOH) Interactive Magazine Newspaper Total Budget Total Budget $6,600 $1,452 $2,514 $12.50 $145 $9,616 $20,340 Budget $500 $8,000 $1,452 $2,514 $12,466 $73,430.32 % of Flight 4 32.45% 7.14% 12.36% 0.06% 0.71% 47.28% % of Total Budget 8.99% 1.98% 3.42% 0.02% 0.20% 13.10%

% of Continuous 4.01% 64.17% 11.65% 20.17%

% of Total Budget 0.68% 10.89% 1.98% 3.42%

BUDGET BREAKDOWN
% of Flight 1
39.18%

4.49%

OOH Magazine 27.91% Newspaper

Guerrilla
5.92% 20.48% Promotional Items Radio Events

0.59%

1.44%

% of Flight 2

1.77%

18.26% 49.12%

Magazine Newspaper Guerrilla Promotional Items Events

0.15%

30.70%

BUDGET BREAKDOWN
1.84% 0.16% 32.95% 31.86% 14.80% OOH Magazine Newspaper Guerrilla Promotional Items Events 18.40%

% of Flight 3

OOH 47.28%

32.45%

Magazine
Newspaper Guerrilla Promotional Items

% of Flight 4

7.14% 0.71% 0.06% 12.36%

Radio

BUDGET BREAKDOWN
4.01% Car Magnets (OOH) Interactive 64.17% Magazine Newspaper 20.17%

% of Continuous

11.65%

5.40%

OOH Magazine Interactive Newspaper Guerrilla Promotional Items Radio 13.46% Events

26.33% 0.79% 0.53% 3.44% 10.95%

39.09%

% of Total Budget

MEDIA MIX
Media Magazine Newspaper Vehicle Seattle Bride Seattle Met Total The Stranger Seattle Weekly Total SEM Social Media Online Total Bus Posters Bus Exteriors Car Magnets Billboards Coupons Total Polkadots Inflatible Polkadot Cupcake Posters Total Daytime PM Drive Total Koozies Cups Pens Total Event 1 Event 2 Event 3 Total Total Cost $2,570 $7,260 $9,830 $1,257 $1,257 $2,514 $2,000 $2,000 $4,000 $8,000 $3,300 $4,500 $500 $20,000 $250 $28,550 $40 $300 $50 $390 $8,960 $10,272 $19,232 $215 $225 $140 $580 $2,350 $1,057.83 $534 $3,942 Insertion 1 5 6 6 IMPs/TRPs 19,000 362535 381,535 4288260 76,702 4,364,962 15,500 33464 3,000,000 3 3 100 2 1,000 608,660 608,660 608,660 1,000 1,826,980 154007 % of Budget 3.43% 9.68% 13.11% 1.68% 1.68% 3.35% 2.67% 2.67% 5.33% 10.67% 4.40% 6.00% 0.67% 26.67% 0.33% 38.07% 0.05% 0.40% 0.07% 0.52% 11.95% 13.70% 25.64% 0.29% 0.30% 0.19% 0.77% 3.13% 1.41% 0.71% 5.26%

Interactive

OOH

Guerrilla

1 300

Radio

32 32 64 500 500 500 154007 154007 154007 462021

Promotional Items

Events

MEDIA FLOW CHART

March Media OOH Bus Posters Bus Exterior Car Magnets Coupons Billboards Magazine Seattle Bride Seattle Met Interactive SEM Social Media Online Newspaper The Stranger Seattle Weekly Guerrilla Promotional Items Radio Events Flight 1: Move-In Flight 2: June 11-July 7 1 2 3 4 1 April 2 3 4 1 May 2 3 4 1 June 2 3 4 1 July 2 3 4 1 August 2 3 4

September Media OOH Bus Posters Bus Exterior Car Magnets Coupons Billboards Magazine Seattle Bride Seattle Met Interactive SEM Social Media Online Newspaper The Stranger Seattle Weekly Guerrilla Promotional Items Radio Events 1 2 3 4 1

October 2 3 4 1

November 2 3 4 1

December 2 3 4

Totals Medium OOH Bus Posters Bus Exterior Car Magnets Coupons Billboards Magazine Seattle Bride Seattle Met Interactive SEM Social Media Online Newspaper The Stranger Seattle Weekly Guerrilla Promo Items Radio Events Total Budget Total Cost $16,550 $3,300 $4,500 $500 $250 $8,000 $9,830 $2,570 $7,260 $8,000 $2,000 $2,000 $4,000 $15,084 $7,542 $7,542 $390 $580 $19,232 $3,764.32 $73,430.32

Flight 3: October

Flight 4: December

THE BAK

Further Recommendations
Re-design website:
In order to stay ahead of the competition, Prestige Worldwide suggests a redesign of the Polkdots Cupcakes website. We would suggest a re-design that would make the website more accessible, easy to navigate and professional. Also, we would advise that more promotions be advertised on the Polkadots website to increase customer knowledge and awareness. Prestige Worldwide would suggest this website redesign, though it would run between $3,000 and $10,000. Partnerships with Local Coffee Shops: Prestige Worldwide suggests that Polkadots Cupcakes partners with coffee shops in the surrounding areas. These partnerships would entail local coffee shops selling our baked goods along side their beverages. Coffee shops generally have an established and loyal customer base, which would provide Polkadots with the opportunity to tap into said customer base. Also, many students seek coffee shops as a refuge from the noise and bustle of campus to study. With our products in their favorite study spot, brand awareness of Polkadots would increase and a buzz would be generated. Prestige Worldwide suggests partnerships with Zoka Coffee Roaster & Tea Company and Trabant Coffee and Chai because of their close proximities to Polkadots and the University of Washington.

FURTHER RECOMMENDATIONS
Partnering with Seattles Children Hospital: Polkadots Cupcake Factory would benefit by partnering with the Seattles Children Hospital nearby. Polkadots could create events for the Seattle community to come and decorate cupcakes with the children in the hospital or host parties for children at the hospital that campus organizations from the University of Washington or Seattle community service groups could attend. Sponsoring or partnering with Seattles Children Hospital would benefit Polkadots image in the eyes of the public, which would in turn increase Polkadots brand loyalty.

Prestige Worldwide would like to move forward with the execution of our media plan. We look forward to working with you.
Upon the review of all proposals, please contact:

Prestige Worldwide
CMA Lobby The University of Texas at Austin 1 University Station 555-1234 Austin, Texas 78712 5678 Phone: 512Fax: 512-555-