Advantage

Advertising Group

The contents and ideas in this presentation are the intellectual property of the students who created it and Brigham Young Univeristy - Idaho. The use of any of these ideas or concepts without the written permission of the students and BYU-Idaho is strictly prohibited.

table of contents
Executive Summary................................................................1 Situational Analysis...............................................................3 Marketing & Advertising Objectives.......................................5 Target Audience.....................................................................6 S.W.O.T. Analysis....................................................................7 Positioning & BIG Idea...........................................................8 Street Flags..............................................................9 Aerial Advertising....................................................11 Truck Advertising.....................................................13 Door Hangers...........................................................15 Cinema Advertising..................................................17 Facebook Advertising...............................................19 Pinterest Advertising................................................21 Advertising Schedule.............................................................23 Budget...................................................................................24 Advantage Advertising Group Bio..........................................25 Team Member Bios................................................................26

executive summary

Gaduru is a gadget and mobile technology retailer and repair center. They officially opened in September of 2011 and have 5 stores up and running, all of which are in Idaho. Gaduru was created, and is currently operated by Brian Packer. Gaduru buys and sells used phones, MP3 players and iPads. They also service broken devices and offer protection plans that cover the life of most gadgets, along with cell phone plans. They are on the forefront of this type of service that not many other companies offer. Gaduru also sells accessories and protection products that compliment the devices that they sell and repair. Gaduru hopes to create awareness to the constantly changing BYU-I student population by creating an advertising plan to run at the start of each new semester. They also hope to create a strong social media presence to be able to better connect with and serve mobile device users. Gaduru plans to create standard operating procedures to have consistency throughout all current and future locations in store and online as well as update their website to be more user-friendly, create the brand image, and inform people about Gaduru and the services it provides. We will position Gaduru as Rexburgs all-inclusive mobile device center. We will use the tagline, Flip Your Phone to represent our Big Idea of bringing in an old, broken, boring phone and leaving with a better one that now has everything the customer could ever want.

Flip Your Phone is the idea of improving your product or look of your mobile gadget quickly, with a quality finish. The tagline along with the logo will be included in all advertisements along with the before and after visuals. The media of advertising will consist of: Arial Truck Social media Door hangers Street flags Parades Cinema Ad We are very excited for the opportunity to work with you now and in the future.

situational analysis

Client Description Gaduru is a gadget and mobile technology retailer and repair center. Their primary source of revenue is buying and selling used mobile devices. Their second main source of revenue is repairing mobile devices, and their third main source of revenue is their gadget protection plan. They are on the forefront of this type of service that not many other companies offer. Gaduru also sells accessories and protection products that compliment the devices that they sell and repair. History Gaduru officially opened in September of 2011 and has 5 stores. The first store was opened in Boise, which was followed by another in Boise. Other stores were opened in Rexburg, Twin Falls, and Nampa. Gaduru is owned and operated by Brian Packer who formerly worked for ZAGG Inc., a mobile accessory company, in the marketing department. Geographical Features Gaduru is found only in Idaho with locations in shopping centers and malls. They focus on locations where there is high traffic and exposure. Mall carts have proven to be their most successful location. Rexburgs location is in the Broulims Shopping Center. View from the street is minimal and obstructed by JBs Restaurant. The population has been steadily growing over the last decade due to the continual growth of BYU Idaho. The University has over 15,000 students on campus who are potential customers for the Gaduru store in Rexburg.

Advertising and Promotions Gaduru is using minimal advertising to promote their services. Advertising on Facebook, Twitter, and Craigslist have been implemented, along with advertising over local talk radio stations. Gaduru uses a referral system with local cell phone companies to refer customers to Gaduru stores for repairs that the mainstream companies cannot do at their local store. Advertising that has worked well for Gaduru in other locations have been talk radio, and a pre-movie ad in the Twin Falls Mall movie theatre where the store is also located. One of the most successful promotions that they have implemented has been through texting to make awareness of deals and promotions. Main Competitors Gaduru feels that their biggest competitors are individually owned businesses like Cell Again and Lend Me an Ear. Lend Me an Ear has a wireless plan with no contract. They recycle phones and buy old phones. They offer accessories and repairs as well. Their only location is in Idaho Falls. Cell Again sells old and new phones. Additionally, they repair phones and iPods. They offer the unique service of Jail breaking which adds greater versatility to your phone. Cell Again also offers accessories. They have 22 locations all over the USA and one in Ireland. The closest Cell Again store is in Idaho Falls. Half Price Wireless is a smaller potential threat and offers new phones at low prices. They offer the Jail break service as well. Half price is Located in Boise. Radio Shack and big cell phone service companies are also a threat.

marketing & advertising objectives

Marketing Objectives 1. 2. 3.

Create awareness of Gaduru amongst the changing student population and provide excellent service Create standard operating procedures to have consistency throughout all current and future locations in store and online. Update the website to be more user-friendly, create the brand image, and inform people about Gaduru and the services they provide.

Advertising Objectives 1. 2. 3. Create Awareness Create an advertising plan to run every semester Create a social media presence

target audience

The primary audience of Gaduru is a mobile device user between the ages of 18 and 26. This student attends BYU-Idaho, lives in Rexburg approved housing and carries his phone with him everywhere. He is always updating his phone to get new apps and games and has all of the newest songs for his music library. He has invested in the new iPad with his own money so he wants to take care of it the best he can. He cares about technology and is willing to spend money to have updated software, repairs and a protection. He is also looking for deals because he works an on-campus job making $7.50 and hour and is on a tight budget. The secondary audience for Gaduru is local Rexburg males who are married, between the ages of 30 and 55 years old, and has a college degree. He makes $50,000 + a year and has spent his money on higher end products such as the iPad and the newest smart phone, and iPod. He has some disposable income that he can spend on repairs, protection plans and accessories for his gadgets. He uses his iPad for reading, booking vacations and connecting with his family so when he needs a quick fix, he doesnt want to be traveling out of town to get the job done. He values good customer service, professionalism and quality work.

S.W.O.T. analysis

Strengths: - Gaduru is the only store in Rexburg who offers this type of service - Most competition outside of Rexburg is Ma and Pop shops - Look professional in their store, logo and service - All employees are specialists who know what they are doing.

Weaknesses: - Location is hidden - New client base every few months (students) - Students are not at all aware of the store or services it provides. - Website is not as helpful as it potentially could be. - Does not have a standard operating procedure written or in place - Locations, web site, and different employees are not consistent

Opportunities: - Social Media: create pages, create maximum reach through the demographics given - Sponsor at venues visited often by students - Tremendous promotional opportunities with audience at concentrated living space Threats: - Service holders (Sprint) - Some small business would beat him to the Punch. - Radio Shack- has the tools in place but hasnt acted on it yet. - Cell Me, Half Price Wireless, and Cell Again offer similar services. The nearest location for any of these stores is in Idaho Falls.

positioning and BIG idea

Creative Big Idea:

We will position Gaduru as Rexburgs all-inclusive mobile device center. This will be accomplished through quality technicians, service and products.

We will use the tagline, Flip Your Phone to represent our Big Idea of bringing in an old, broken, boring phone and leaving with a much better phone that is just what the customer wanted. The word Flip in this case means: to change in whatever way the customer desires; from old to new, broken to fixed, plain to blinged-out. We will show this with visuals of an old phone next to a new phone. It will also be included in all audio or video commercials as the solution to whatever problem the character is facing.

The phrase Flip your Phone will appear on all advertisements so it becomes recognizable. It will be included on all ads promoting the different services Gaduru offers to show that that service is just another way they Flip a phone. In print ads, including: door hangers, mailers, banner ads, and signs, we will include this phase along with visuals of an old phone next to a new phone. Flip can represent different things to different people. For those looking to fix their phone, they might go in to Flip their phone from a broken screen to new screen. To a customer who is in need of a new phone altogether, they would go in to Flip their phone from an old phone to a new phone. Gaduru has all the tools to Flip phones in any way the customer desires.

street flag advertising

One flag will simply say GADURU to get the name out there and recognizable. Two flags will be placed side by side on the street. One will say, Need to flip your phone? and the other flag will say the companys name. We will have other flags that just say Gaduru Flip Your Phone etc. They will have these ads on both sides of the flag so you can see them when driving in both directions. The flag types will be rotated every few weeks to keep people noticing them. Because the store is hidden from the street, these Flags will give passers by the chance to see it when they are in the general area of the store. The flags will be up during the warm months of April through the end of October.

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aerial advertising

The Aerial advertising will include the Logo, the tag line Flip Your Phone, Facebook symbol and location (next to Jamba Juice).

The advertising will fly over the campus for half an hour on Tuesday, from 10 am to 10:30 am, and another half an hour at 3 pm after Devotional to catch the majority of the student body. This advertisement will fly the second week of the semester.

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truck advertising

Gaduru will invest in buying an inexpensive truck for their Mobile ads. The truck bed will carry an advertisement on stretched canvas for people to pass by and see. It will state Gaduru - Need to Flip Your Phone? with location and a visual demonstrating a Gaduru service. The truck will be parked at 3 different locations throughout the week changing places each time it is parked. - near the intersection of center St. and 2nd South (by Snow building and post office) - 1st west and 3rd south (next to the Hart building) - Near the intersection between 2nd south and 2nd west (Porter Park and Kiwi Loco)

These locations have high levels of student foot traffic and will be seen by the majority of the student body in one weeks time. The only cost after the initial cost of the Truck and actual advertisement is for gas money. This will have no monthly fees like other billboards. This truck will be parked at these locations every day for the first 2 weeks of school and then every Thursday for the rest of the semester.

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door hangers

The door hangers will include the Logo, the Rexburg location, the services provided, tagline, and invitation to visit the Facebook page or website. Door hangers will be placed on every door in the Rexburg housing complexes on and off campus throughout the first month of the Fall and Winter Semesters. One third of the complexes will be hit each week. This will be effective in reaching a large body of the student population. The timing of distribution will expand the frequency of the ads. Each week a new group of people will see them and possibly share with their friends.

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cinema advertising

The cinema ads will be placed in the Paramount dollar theater locally in Rexburg. Cinema ads will include the logo, tag line, local Rexburg address, an invitation to visit the Gaduru Facebook page, and have the visual effect of showing the service provided by the company. This will help to reach a large portion of the population of students and residents in Rexburg, due to the reduced price of the Paramount Theater. The ads will be placed in the theater from the months of September through December when summer activities have come to a close so more people visit the warm theatres and arrive early to see the beginning advertisements.

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facebook advertising

The Facebook Ads will show the pictures of the phone transitions such as the broken screen to fixed and the plain to swagged. It will include the logo, some of the services Gaduru provides, the location, and an invitation to like the Facebook page for more information. These ads will run throughout each semester and will provide a high frequency for the student population in Rexburg. The page will get connected to the Rexburg Social page and other Rexburg connections in order to reach the target audience.

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pinterest advertising

Ads will be placed on Pinterest displaying the services that Gaduru offers. Ads will show two pictures side-by-side of a phone with a broken display, then the same phone, now fixed. Other photos will show phones and gadgets with new accessories. Other ads will show a simple picture of a gadget that Gaduru is selling with a price tag in the corner of the picture showing how much it is selling for. Consumers will then be able to click on the pictures which will automatically send the user to gaduru.com. These links will take them to specific locations on the website for a repair service, an accessory, or where the gadget might be purchased.

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advertising schedule
Sept. Facebook Air Ads Truck Ads Pinterest Fliers Door Hangers Flags Cinema Ads Oct. Nov. Dec.

Jan.

The annual advertising plan is designed to help Gaduru visualize types of advertising that they will execute over one year. It helps to highlight the times of the year where advertising will be at it highest. Having the ability to see the annual advertising schedule will help the company to prepare for busy months and higher traffic volume in the store. The table is designed specifically for the Rexburg store. Because the primary audience for Gaduru is students, the advertising schedule is based around the academic year, starting in September.

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g
Feb. Mar. April May Jun. July

Aug.

budget
Type of media
Aerial Ad Truck Ad Social Media Door Hangers Street Flags 7/4 Parade Cinema Ad Total $1,400 $3,200 $0 $1,800 $120 $100 $540 $6,400

Cost

g
Detail
2nd week Tuseday of each semster Truck & Ad board Pinterest & Facebook 2 colors,1 side.15,000 hangers per semester 4 flags(16 Advertising feather flag with ground spike) To Register for the parade 10%for 30 days

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Advantage
Advertising Group

Founded May 2012, Advantage Advertising Group is focused on developing and producing the very best in advertising for its clients. Because of the professional level and expertise of our firm, we produce and develop the highest quality in advertising. We are certain that Advantage Advertising can provide Gaduru with the best advertising campaign to meet their goals. We believe that because of our extensive understanding of the BYU-Idaho student body, we know how to best reach them and grab their attention to bring awareness and business to Gaduru.

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meet the group

Nate Birrell is a junior from Rancho Cucamonga, California. He is majoring in Communications with an emphasis in Public Relations. He hopes to pursue a career in Sports Marketing/Public Relations for a major sports team. His role for the project was to create advertisements and fill in for specific assignments where needed.

Chathum Nielsen is a junior from Spokane, Washington. He is studying Communications focusing on Public Relations. He hopes to someday work for a PR firm that focuses on large scale events. He enjoys working on vintage VWs and running. His role for Gaduru project was focused on the development of the creative in designing the book and advertising layout and designs. Tat Cheong Ching is from Hong Kong. He is a sophomore and majoring communication. His assignment on this project are planning for the budget and formatting. He loves sports practically soccer and racquetball.

Becca Ray is a Junior studying Communications with an emphasis in Advertising. She is from Highlands Ranch Colorado. Becca is the Project Manager and Editor on the Advantage advertising team.

Emily Davis is a senior from El Dorado Hills, CA. She is attending BYU-Idaho, studying Communications with emphases in Entrepreneurship and Event Planning. Emilys main role in the campaign is marketing and advertising objectives as well as checking out the competition and working on the SWOT analysis.

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