Integrated Marketing and Communications Plan

May 2015 - November 2015

Nicole Barth
Senior Capstone
Spring 2015

BCL | 1

TABLE OF CONTENTS
Situation Analysis4
Market Summary14
Objectives26
Strategy27
Creative Brief/Direction 28
Budget 34
Evaluation36
Schedule42
Next Steps/Recommendations43
Creative Deliverables/Collateral Materials44
Appendix48

2 | BCL

EXECUTIVE SUMMARY
Purpose of plan

The purpose of the plan is to create a comprehensive marketing and communications

plan for Bright City Lights (BCL) that will increase sales and raise awareness of the brand.

Research
Secondary research suggested BCLs target audience falls into the Baby Boomer and

Generation X demographic. Home owners and renters, contractors, interior designers and
home builders are BCLs ideal customer base. A lighting and furniture consumer survey was
emailed to BCLs existing and potential customers. It found a relatively even split between a
modern and traditional aesthetic preference. A customer satisfatcion survey was also sent out
and findings show that BCLs customers are pleased with the quality of service and found
out about BCL through word of mouth.

Tactics
Strategic partnering with interior designers, realtors and contractors will position BCL as

industry leaders and experts in their fields. Direct marketing and social media marketing that
emphasizes the quality, varied pricing and attention to detail of BCLs service will attract
new customers. Cross-linking promotional material across various platforms will also help
BCL become a top-of-mind company. Guest speaking about energy conservation and the
importance of lighting audits will also establish BCL as experts.

Recommendations
As an additional recommendation, BCL is advised to consider hiring an intern. Additionally,

implementing a customer relationship manegement (CRM) system such as SalesForce or

QuickBooks Online would enable BCL to track their existing target audience and cater their
marketing to them more efficiently.

Budget
The majority of the budget will be spent on direct marketing efforts such as magazine

advertisements and flyers, emphasizing the quality of BCLs products and services. The
budget will also largerly be allocated toward networking events such as seminars, guest
speaking events and attending the Mid-Missouri Home Show.

BCL | 3

SITUATION ANALYSIS
Purpose of plan
The purpose of this marketing plan is to increase sales for Bright City Lights (BCL.) This will
involve improving the companys target audiences awareness of the brand through strategic
marketing efforts.

Company background

Kay Waxs Background

Kay Wax is the owner of BCL, which is located on the outskirts of Columbia. Wax was
raised in a family of homebuilders and began her career in hospitals as a social worker.

She began her first company in Columbia, Universal Design, after realizing many of her
patients homes were not handicap accessible. The homes she designed and helped build
had open floor plans and complied with all ADA housing guidelines.

Bright City Lights Background

1. Store Opening

Twelve years ago, Mrs. Wax noticed Columbia lacked a local lighting company. Many
builders were forced to shop in St. Louis for lighting. Seeing a need, she began BCL
in a small location located within a strip mall in Columbia.

Ten years ago, she moved to and expanded her current location on 1400 Heriford
Road in Columbia that has approximately 2,00 feet of showroom space and a 1,000
square foot warehouse.

2. Employee Information
BCL is a local business in Columbia with highly educated sales people,
specializing in light design and locally made furniture. Employees have
years of experience regarding conducting energy-saving lighting audits.

4 | BCL

3. Specialized Services

BCLs lighting design service is free with lighting purchase for contractors and
commercial builders, and the company provides a list of recommended electricians
if a customer needs a referral. They also deliver lighting for new construction for
a fee. All other orders are picked up at BCL.

Mission/ Vision/ Values

Remain competitive with big box stores by providing quality lighting and furniture
Give everyone a pretty home.
Locally owned and environmentally conscious

Products and services offered

Unique Selling Points and Services

1.Employees have in-depth knowledge regarding ways to save energy through

more efficient lighting systems.

2.BCL conducts seminars on the topic of lighting audits and safety protocol regarding
commercial lighting.

3. The company provides free in-home lighting design consultations for

clients in the contracting industry to aid them in the selecting the best
lighting fixtures for their aesthetic and lighting needs.
4. BCL focuses on an exclusive yet vast selection of lighting, furniture and home dcor.

Many of their items are in limited supply in order to maintain their promise of
quality to their consumers.
Products (from BCLs website)
bathroom lighting

fans

fireplace screens

chandeliers

flush mounts

foyer/ hall lanterns

dcor/ home accents (pillows, vases, etc.)

directional lights

earth-friendly furniture

fan accessories

exterior lighting, book cases

Amish-made rugs

BCL | 5

SWOT Analysis
Strengths
Only locally owned boutique lighting and home dcor store in Columbia.
Many years of experience auditing for energy efficiency.
Provide free in-home lighting design consultations to contractors and builders to
help their customers match their homes aesthetic.
Sell eco-friendly furniture made with repurposed wood and natural dyes
that is made locally. They are environmentally conscious and more
sustainable than most indirect competition.

Weaknesses

Only two of BCLs five employees can dedicate time to social media efforts
on a weekly basis. In comparison, Southbank Gift Company, a company
specializing in furniture, home dcor and gift ideas in Jefferson City, has 5,011
Facebook likes and at least seven likes per post. Southbank Gift Company
posts several posts throughout the day on topics such as new product arrivals,
home decorating tips, sales and videos about inspiring Missouri-based women.

BCL has 223 Facebook followers as of March 3, 2015, and an average of one
to two likes per post.They also post once per day on Facebook. A reasonable goal
may be to strive for dedicating an hour per day to social media efforts
and content marketing generation.
1. Data Collection: Mining and Customer Relationship Management

6 | BCL

Although BCL uses Quick Books to catalog their previous sales,

it cannot track their peak sales times, customer demographics or
psychographics through the program. They cannot group them by
zip code or income bracket.

Opportunities
1.Category Influencer
They could use their knowledge regarding lighting audits and regulations for
the lighting industry to market themselves as experts in the field. BCL could provide
seminars to the public (and professionals within their industry) regarding how to minimize

energy use and maximize money saved simultaneously in addition to carbon footprint
laws and energy taxes the public should be aware of.
BCL does not have any other social media platform such as Pinterest, Twitter accounts
or a blog. Southbank Gift Company has a Pinterest account with 293 followers and
79 Pinterest boards that are divided based on a specific color palette for each board.
Crosslinking between Southbank Gift Companys Facebook page, blog, Pinterest page
and website increases their audiences brand awareness and gives them multiple
mediums to engage in dialogue with the business.

Art in the Park will take place June 6 and 7,2015, and caters to an audience with
substantial d
isposable income. Attendees are interested in decorative pieces
such as paintings, and hand-made goods that are unique.

Partnering with major builders in Columbia such as Brookside and Don Howser, owner and
founder of Timber Ridge Builders, Inc. would expose Bright City Lights to greater
marketing a nd sales opportunities in addition to increasing their name recognition.

List of Area Builders for Potential Partnerships:

1. Beacon Street Properties

2. Pate-Jones Construction

3. Designer Home Builders
4. Eckhoff Construction LLC

BCL | 7

BCL discussed being willing to hire a marketing agency. Hiring a media buyer such as
Bucket Media or True Media, a full-time employee or intern to help them with their goal of
increasing sales is an option.

Every year, the Mid Missouri Home Show takes place in mid April at the Parkade Plaza
in Columbia. Consumers who attend this event are tactically and visually oriented. They are
hoping to better understand their product options for their home.
Development of social media presence that positions BCL as lighting experts.
Local, affordable showroom, located outside of the downtown area might appeal to the target
audience between the ages of 30-60 who do not like the high traffic volume of the downtown
Columbia area.

Threats

There is a lighting company named Fergusons based in Saint Louis that will open
a showroom i n Columbia in approximately two years.They do not price the way BCL does.
Wax states Fergusons marks-up and offers occasional discounts. Fergusons could be
one of their competitors for homebuilders purchases. Although it is unclear what unique
selling points Fergusons will offer, BCL can stress its USPs through its marketing tactics.

Loewes Home Improvement store in Columbia is an active competitor for BCL.

Columbians who are not interested in spending more than $200 on a light or ceiling fan.
The big box store advertises most in autumn before major holidays such as
Thanksgiving, Christmas and Chanukah.

8 | BCL

Historical results/ Data

Previous Marketing Tactics Used

Facebook
BCL commonly posts bright thought/ idea/ poem, etc. of the day status updates
once per day. For the most part, an average of five people will comment or like their
status. Occasionally, when BCL receives a new product or has a sale, such as a buy
one/ get one half off sale they had for pillows near the Holidays, they will post
a picture o
f the item on Facebook with a small description. Pictures of examples
from their Facebook page are below.

Signage

BCLs sign being visible from the high way is one of the main reasons it receives
walk-ins. BCLs clients most commonly reference the signage as BCLs most
effective form of advertising.
Coupons
BCL offered coupons through printed ads in the past in various magazines such as
Inside Columbia. Not many customers used the coupons, which led BCL to believe
they were unsuccessful. BCL felt coupons invited bargaining and depreciated the value
of her items when they were run.
Advertising in Newspapers and Magazines

a) Marketplace (Mini Magazine)

Did not choose specific placement of ad
Magazine features ads for accessories such as pillows, jewelry and vases
BCL advertised quarter page ad of a vase, pillows and Mizzou-themed home dcor.
Ad ran from November 2013-January 2015
Did not receive a significant return on investment
She did not select a particular day to run her ads
$250 per ad

BCL | 9

b) Lake of the Ozarks, Second Home Magazine

Advertised in the summer of 2010 using a one quarter page ad with an image
of one of their lighting fixtures.

c) Moberly Monitor, Home Edition

Advertised in 2011 using a one quarterpage ad with an image

of one of their lighting fixtures.
d) Inside Columbia and Inside Columbia CEO Magazines

In March 2006, BCL was featured in a four-page spread titled Check out these

Bright Ideas for Interior Lighting. It is their largest feature in any publication
and features the most content-rich information.The article positions BCL as
informational leaders by displaying their suggestions on adding more light to your
home based on finishes, glass, choose the right bulb, track lighting, chandeliers,
ambient lighting, living rooms, kitchen and baths Included was a chart of
type, description, cons, costs for each lighting type.

10 | BCL

Below is a typical one quarter page ad they ran from 2009-2013

e) Under Construction Magazine

In 2009. Lighting fixture ad on page 67; one quarter page ad.

Ad run in 2010. BCL mentioned in a quarter page article, page 43.
Highlights lighting design service that is one of BCLs USPs.
f) Columbia Home Magazine

Mary Moss. Advertised in February/March 2012, winter/ seasonal quarter page ads.

Also advertised in April/ May 2012.

g) Columbia Home Magazine and Home Design Magazine

Did not choose specific placement of ad

Paid a flat rate for ads
Usually printed one quarter page ads within this magazine
She did not select a particular day to run her ads
Wanted to be philanthropic in one of her ads by donating the proceeds

from purchases of the lamp (below) to the Susan G. Komen Foundation.
$495 per ad

BCL | 11

h) Columbia Daily Tribune

BCL, 2003. Article mentioned Kay Wax moving to a bigger location

near I-70. The article is below.

i) Moberly Monitor
BCL Fixture; Homes Special edition, 2007; quarter page ad

Year-long Radio Ads

From February 2014 to December 2014. Aired on Cumulus radio on the KPLA
station during a morning talk show and the evening work commute.Organic script
where talk show hosts started with I was in BCL the other day and you wouldnt
believe what they had and mentioned a product they liked.

Kay Wax states they were unsuccessful

Tracking and measurement of success was not determined.

Google Ads

Kay Wax states they were unsuccessful

Cable/ Television Ads

Purchased time slot through OnMedia Advertising for a Mediacom commercial

airing o
n basic cable in the Columbia-Jefferson City area from June 2013-2014.
The commercial would air in the morning,when people were getting ready
for work, Kay stated.

Script states, Where did you get that? BCL has been the answer to this question
for over ten years. They are so much more than a lighting store, with hundreds
of accessories and decorative items. No matter your style, they have something
for you. Your where did you get that? answer in Columbia.

12 | BCL

Critical Issues
Currently not tracking repeat customers or sales in ways that are quantifiable
by group, demographic and psychographics.
Limited amount of time available to dedicate to sales promotion, such as
direct marketing, and brand development.

Limited budget for promotional efforts.

BCL | 13

MARKET SUMMARY
Secondary Research

Target Market

Retail makes up 40 percent of their sales.

Contracting remaining 60 percent of their sales.
Most of their clientele ranges between the ages of 40-60.
Most of their clients fall into the middle-income bracket.
Mostly into Gen X and slightly into the Baby Boomers.
Homeowners and home renters

BCL wants to increase retail sales. In order to better understand the target audience, it
is important to begin tracking BCLs clientele and grouping them based on psychographic,
demographic, economic and geographic specifications.

BCL should continue to market heavily to its contracting clientele in order to increase
profits from its most reliable income.

Market Analysis

Baby Boomers: (51-69 years old)

Believe strongly in the American Dream

Possess the strongest work ethic; collaborative
Struggle to find a healthy work/life balance
Possess a larger amount of disposable income
Prefer businesses that align with their moral standards
Challenge authority in the name of justice or fairness
Value relationship management
Value education

14 | BCL

Generation X: (34-50 years old)

Are educated, technologically savvy, independent, pragmatic.

Seek a work-life balance; are self-reliant
Value their time and are conservative with their money (Management Coalition.)
Look for meaningful work and innovation (Management Coalition.)
Prefer to be productive and effective in their work
Less focused on how much or for how long they have worked
Characterized as direct communicators
Use emails as their number one tool to communicate (Management Coalition)

Understanding BCLs Target Audience through Geographical Findings

a) Relevant Columbia, Mo. Zip Codes

65201
65202

65203
65216

b) Information on the 65201 zip code

Median age is 24 years old
41,306 people live in this zip code
Median income is $33,900 (Prizm)
Consists of one and two person homes
The majority of this neighborhood does not have children
Ages 21-34 make up 40 percent of the population
Under Generation X age limits; could be future customers
Ages 35-44 make up only 8 percent of the population
Caucasian population is over 75 percent of population (Prizm)

BCL | 15

(Visual representation of the data collected for this zip code using Prizm.)

c) Information for the 65202 Zip Code

Larger amount of discretionary income; median income is roughly $54,000 (Prizm)

Roughly 23 percent of the population makes between $50,000-$70,000 a year
24 percent of population earns less than $25,00 yearly (Prizm.)
Small segment of three person homes (likely a young family)
Predominantly Caucasian in one or two person homes
Median age is 32.2 years old

16 | BCL

d)

Information for the 65203 Zip Code:

Consists of 56,715 people; median age is 34 years old
Median income is $57,200 (Prizm.)
Mostly two person unmarried couples without children
15 percent of the population classifies as children
10 percent of population between 35-44,
11 percent of population between 45-54
12 percent of population between 55-64

e) Information on the Zip Code 65216:

The area around Columbia College

Population of 161; median age is 27 years old.
The median income is $19,600
50 percent African-American, 50 percent Caucasian
Over 70 percent: one person homes without children
27 percent between the ages of 21-34
12 percent between the ages of 56-64

BCL | 17

Market Needs
According to the 2013 United States Census Bureau for Boone County, the household median
income is $53,046 per year, leaving roughly $10,000-$15,000 dollars for disposable income.
Based on the secondary research found on Baby Boomers and Generation X in addition to
geographical information on relevant Columbia zip codes, it appears BCLs target audience is
most interested in a time-saving, ethical, straightforward company to market to them. Unique
selling points are crucial to market to Columbians who are used to an excess amount of noise.
BCL should focus on emphasizing the quality of their service and the benefits of selecting the
companys energy-efficient lights to the highly ethical Boomers. Baby Boomers are
relationship oriented and want to feel as though they are valued. Opportunities for face-to-face
communication will be crucial for the Boomers. They would benefit from flyers and direct
marketing campaigns that appeal to their desire for a more organized and efficient work and
living space. Boomers are patriotic and would be drawn to BCLs Justice furniture, which is
made in Missouri with eco-friendly dyes.
Technologically savvy Generation X is most interested in maximizing their productivity
and accessing information conveniently. They benefit from email-marketing campaigns that
emphasize the many positive features and benefits of a product or service. Their tendency
toward brand loyalty means companies interested in pursuing Generation X should consider
emphasizing their strengths over existing brands to gain loyalty.

Market Trends
When Columbians Buy Lighting According to Loewes
Residents of Columbia are most likely to purchase lighting and ceiling fans in autumn.
Before major holidays such as Thanksgiving, Christmas and Chanukah.

18 | BCL

When Loewes Home Improvement Advertises Lighting

They advertise the most frequently and with their steepest discounts before Thanksgiving

Trend Spotting: Inside Columbias Home and Garden Magazine (spring 15)
Inside Columbias Home and Garden Magazine spring 2015 highlighted
several trends in Columbias aesthetic preferences, with a particular focus
on bathrooms, kitchens and dining rooms.

General Trends
Focus on sustainable and environmentally friendly housing

Emphasis on darker wood and earth-toned color palettes for

traditionally designed homes; especially in dining rooms
Rise of modern aesthetic over the past year

BCL | 19

Bathroom and Kitchen Trends

Clean and Contemporary in Spring 2015s magazine highlighted the following trends.
National Kitchen and Bath Association (NKBA) reports modern designs
overtake traditional ones for kitchen and bathroom dcor.

Neutral color palettes are popular for kitchen and bathrooms.

White, streamlined fixtures are most popular for bathrooms.
ADA compliant bathrooms with accessible fixtures on the rise.

Market Growth

20 | BCL

BCL | 21

Primary Research
The purpose of the two surveys that were conducted was to gain insight
into BCLs target audience. The following questions guided the survey process:
How does the target audience prefer to receive their information?
Where do they live, are they married and how much income do they earn yearly?
Why do or do they not they shop at BCL?
What kind of marketing appeals most to them?
What are their needs, attributes and values?

Surveys Created and Findings

1. Lighting and Furniture Consumer Survey

The first survey to the target audience was created in order to better understand who is
aware of BCL and what the perception of the company is. The goal was to understand
what the unique selling points are that drive the target audience to make a purchasing
decision for lighting and furniture. The Lighting and Furniture Consumer Survey was
sent to 401 people, including realtors, interior designers and the email addresses
of visitors to BCLs website within the past year. There was a 3.74 response rate.

a) Key Findings for Consumer Survey

i. Statistical Results on Target Audience

92 percent were aware of BCL and had shopped there before.
85.7 percent own a house; the remainder rent an apartment or townhome.

ii. Aesthetic Preferences

The target audiences aesthetic varies between modern
and traditional with a rustic feel.
iii. Preferred Product Attributes

Majority of responders desire good quality and not too expensive products.

22 | BCL

Home Lifestyle or Dcor Magazines Home Lifestyle/ Dcor T.V.

Pinterest
5.29
4.14

4.93

Facebook
Home Dcor Websites
Radio Stations
3.5
5.64
1.93

Likeliness Target Audience wil Reference Media for Home Decora:ng

Inspira:on

Radio Stations
Home Dcor Websites
Facebook
Pinterest
Home Lifestyle/ Dcor T.V.
Home Lifestyle or Dcor Magazines
2

Likely

Somewhat
Likely

Extremely
Unlikely

Likeliness to Reference Media

BCL | 23

 2. BCL Customer Satisfaction Survey

22 previous customers were surveyed, (consisting of interior designers, realtors, paint

experts and contractors.) The response rate was 27 percent.

a) Key Findings for Customer Satisfaction Survey

66.6 percent of people surveyed would like to receive an email or

newsletter regarding BCLs business updates or promotions.
100 percent of surveyed would recommend BCL to someone.
66.6 percent are married, 16.6 percent are married with children,
16.6 percent are widowed
People surveyed work or live in zip code areas previously
researched (65201, 65202, 65203, 65010

i. Verbatim Comments on Product Quality and Service

Great selection and knowledgeable staff
Accurate lead times for special order items
Great individual attention; slow following up
Unique products
Too expensive
Cluttered show room

ii. Items Purchased


LED under cabinet lighting
Lighting for commercial project

24 | BCL

iii. How Surveyed First Heard About BCL

Ads in Columbia Home
Word of mouth
Worked with BCL previously
Met Kay through networking event

Salt Lamp
Chandelier

BCL | 25

OBJECTIVES
1. Informational Objective
A) To increase target audience awareness of BCL by eight percent

from May to August of 2015.

2. Attitudinal Objective
A) To promote favorable attitudes toward BCLs product and service quality
among 30 percent of its target audience by the end of November 2015.

3. Behavioral Objectives
A) To increase BCLs overall sales by 30 percent by November 15, 2015.

B) To position BCL as a top of mind company in the lighting industry with

at least two local Columbia contracting companies and three
homebuilders by November 10, 2015.
4. Output Objective
A) To encourage an additional 200 followers on social media platforms
to routinely follow BCLs accounts and look to them for industry
related information by June 7, 2015.

26 | BCL

STRATEGY
The purpose of a marketing plan and strategy is to aid the target audience in
understanding why they should be interested in a product or service. Contractors
and homebuilders in Columbia should choose to partner with BCL because of its
extensive knowledge regarding lighting efficiency and energy conservation.
Local homeowners and renters should purchase items at BCL because of its
unique products offered, attention to quality and knowledgeable staff.

According to primary and secondary research findings, target audiences
prefer modern lines overall (especially for kitchen and bathroom fixtures,)
but retain an interest in traditional aesthetics

The target audience is quality focused and price conscientious.

Emphasizing BCLs vast selection of lighting fixtures in multiple styles

and pricing options will aid in creating a more permanent, enthusiastic
and larger client base. Marketing efforts that underscore BCLs
convenient location and expertise will bringing more Columbians into the store.
The majority of the marketing elements for BCL stem from its belief that
everyone deserves a pretty home and that such a home can be achieved
at any price and in any style.

BCL | 27

CREATIVE BRIEF/ DIRECTION

Basic Problems to Address
Perception that BCL is too expensive
BCL would like to continue increasing sales
Not as well known as Big Box stores in Columbia

Objectives
Increase sales through direct marketing to target audience
Position BCL as a top of mind company for contractors and realtors
Raise awareness of BCL through strategic marketing

Target Audience
Baby Boomers and Generation X Columbians
Middle and upper-c;ass home owners and renters in Columbia
Contractors
Realtors
Interior Designers

What the Audience Should Believe/ Message Theme

BCL provides a vast variety of products for any budget
BCL is an industry leader in energy conservation and lighting design
BCLs extensive experience in the lighting industry will find something for every aesthetic

Creative Strategy
Create a strategic marketing plan to represent BCLs wide offering of products and

exceptional service.
Utilize a combination of connative and cognitive strategies to increase brand awareness

BCL and to increase overall sales.

28 | BCL

Key Messages
Objective 1 A
To increase target audience awareness of BCL by eight percent from
May to August of 2015.

Target Market
Contractors, homeowners and renters in Generation X and Baby Boomer demographics.

Tactics

Attending Mid Missouri Home Show in April of 2016 to network

with as many interior designers and homeowners as possible in addition
to providing a free seminar on lighting design and energy conservation.

Partnering with two major builders in Columbia such as Brookside and

Timber Ridge Builders, Inc. by November 2015 in order to provide
BCLs lighting audit during a final walk through of a home.
Sending at least five local realtors direct mail flyers before the end of
August 2015, detailing the benefits of a lighting audit and energy conservation in homes.

Guest speaking at realty companies staff meetings about energy conservation

and lighting audits at least four times by November 10, 2015.

BCL | 29

Key Messages
Objective 2A
To promote favorable attitudes toward BCLs product and service quality among
30 percent of its target audience by the end of November 2015.

Target Market
Homeowners and renters within the Generation X and Baby Boomer demographics.

Tactics
Provide a free seminar at BCLs showroom on helpful tips for lighting design and energy

conservation, open to the public before Ocober 15, 2015.

30 | BCL

Key Messages
Objective 3A and 3B

A) To increase BCLs overall sales by 30 percent by November 15, 2015.

B) To position BCL as a top of mind company in the lighting industry with at least two
local Columbia contracting companies and three homebuilder by November 10, 2015.

Target Markets
Contractors, homeowners and renters in Generation X and Baby Boomer demographics.

Tactics

Implement six half page magazine ads in Columbia Home, Inside Columbia and
previously used mini magazines between May 2015 and November 2015
Mail direct marketing flyer and coupon to home owners and renters with
a minimum in zip codes 65201, 65202 and 65203 in Columbia about seminars,
sales and BCLs variety.

BCL | 31

Key Messages
Objective 4A
To encourage an additional 200 followers on social media platforms to routinely follow

BCLs accounts and look to them for industry related information by June 7, 2015.

Target Market
Contractors, homeowners and renters in Generation X and Baby Boomer demographics.

Tactics

Create LinkedIn and Pinterest accounts for BCL by May 15, 2015.

Add a blog to BCLs website by August 15, 2015.

Create a comprehensive list of the lighting industry, home decor and energy conservation
topics that directly relate to BCL for future inspiration for social media posts (ONeill.)
Hire a social media intern by August 30, 2015.

32 | BCL

1. Interns Responsibilities

Implement Hootesuite to streamline BCLs social media efforts by

September 12, 2015.
Create a social media calendar for all platforms by September 30, 2015.

Post industry related articles on lighting design and energy audits twice

per week on Facebook and LinkedIn.
Post blog posts regularly to the blog and cross link all content to LinkedIn,

Houzz, Pinterest and Facebook.

(Featured below:) Michelle Linns example editorial calendar for content marketing for

The Content Marketing Institute.

BCL | 33

BUDGET
Budget for Marke.ng Plan
Mid-Missouri Home Show
0%
Partnering with
contractors, interior
designers, realtors

30%

Guest speaking/ Seminars

50%

20%

0%

Social Media Plan

Magazine ads and direct

mail
0%
Intern

Mid-Missouri Home Show

According to the events website, Mid-Missouri Home Show booths range from 6x10
rental spaces for $540 per day for non-members to 8x10 rental spaces for $1,300 per day
for non-members.

The booths include (1) skirted 4-6 or 8 table per booth/per space/ if ordered in advance
on the Page and Brown Rental Equipment form, (2) chairs and (1) 7 x 44
exhibitor identification sign (Exhibitor Information.)

34 | BCL

Partnering with Contractors, Interior Designers, Realtors

Although it will take time to communicate with these parties, it will not
immediately cost BCL a fee to innitiate contact and begin writing contracts
for partnerships.

Guest Speaking/ Seminars

Guest speaking at realtors and designers offices will incur some costs with
traveling within Columbia

Mailing flyers and printing magazine ads to all of BCLs target audience regarding the
seminar BCL will host will also require a larger proportion of the budget.
Hiring a caterer and ordering extra seating for a seminar BCL would host at their
showroom w
ould also fall into this category of the budget.

Social Media Plan

Social media is a no- cost form of advertising and therefore will not require income.

Magazine Ads and Direct Mail

Columbia Home and Home Design magazine each charge upwards of $495 per quarter
page ad. Increasing the ads sizes to half page ads will mean using a larger portion of the
budget for this marketing tactic.

Hiring an Intern

College such as Columbia College and the University of Missouri require

their students to complete an internship for school credit before graduating,
at no expense to the business hiring them.

BCL | 35

EVALUATION
Evaluating Objective 1A
To increase target audience awareness of BCL by eight percent from May to August of 2015.

Mid-Missouri Home Show Booth and Seminar

One of the easiest ways to review the success of BCLs informational seminar is to provide a
notebook for anonymous feedback. If over half the comments are positive, the seminar can
be considered a success.

Networking with interior designers, home builders and realtors at the show can be deemed
successful if BCL gained at least two business cards by the end of the event.

Partnering with realtors, contractors and interior designers

This will be successful if sales for BCL increase by at least four percent by November 2015.
Sales can be tracked through the existing QuickBooks program BCL uses on a monthly
basis to determine whether the partnership is profitable. Asking clients to take a survey of
how they heard about BCL after the partnership with various industry leaders in Columbia
begins will help determine whether BCLs positioning as an industry expert in
lighting design and energy conservation improved.

36 | BCL

Mailing Flyers to at least Five Realtors by August 2015

Mailing flyers regarding the importance of energy conservation and how BCLs
lighting audits can help will increase awareness of both the topic and BCL. Contacting
a graphic designer to create these flyers will ensure a rapid turnaround time that would
allow BCL to distribute the flyers by August.

Guest speaking at realtors and Interior Designers Offices

BCL should create a survey to ask its audience to take after guest speaking at the realtors
and interior designers offices to gain insight on how BCLs discussion was received.
Featuring open-ended questions on the survey is key in order to receive honest feedback.
Guest speaking will be an on-going marketing effort in order to continuously increase
BCLs client base.

BCL | 37

Evaluating Objective 2A
To promote favorable attitudes toward BCLs product and service quality among
30 percent of its target audience by the end of November 2015.

Free Seminar at BCL

BCL should consider the seminar at BCL a success if between 10-15 people attend whose
professions fall into either the interior design, home building/ contracting or realty industries.

BCL should consider the seminar at its showroom a success if five to seven homeowners
decide to attend the event. Confirming their RSVPs three weeks before the seminar via email
will be an effective way to calculate attendance and make catering arrangements.

38 | BCL

Evaluating Objectives 3A and 3b

A) To increase BCLs overall sales by 30 percent by November 15, 2015.

B) To position BCL as a top of mind company in the lighting industry with at least two
local Columbia contracting companies and three homebuilder by November 10, 2015.

Implementing Magazine Ads

Track sales increases and changes with QuickBooks Online to compare net profit from
previous month and month when ads were run.

Create a publication spreadsheet to track how often each ad should run after tracking net
profit from their first time used.
Ask walk-in customers to write down in a provided notebook (kept at BCL) or by
taking a survey how they heard about BCL to determine whether the placement of the
adverisements is effective.

Sending Direct Mail to Specified Zip Codes

Consider purchasing mailing address lists for Columbia residents residing in the 65201,
65202 and 65203 zip codes.
Consider this marketing tactic a success if sales increase by a minimum of eight percent
between May 2015 and the end of November 2015.

BCL | 39

Evaluating Objective 4A
Objective 4A
To encourage an additional 200 followers on social media platforms to routinely follow
BCLs accounts and look to them for industry related information by June 7, 2015.

Creating LinkedIn and Pinterest Accounts for BCL

Evaluating this task would involve assessing whether these accounts were created by May
15, 2015. Tutorials on YouTube can assist in the implementation process.

Adding a Blog to BCLs Website

Implementing this objective successfully would require communicating with the

website maager for BCL to negotiate whether the creation of a blog by August 15, 2015
is a feasible timeline.

40 | BCL

Create an Inspirational Topic List for Social Media Posts

This is an ongoing objective that can be completed as inspiration and relevant topics

are found. It is advised to keep a file of articles and subjects for future use.

Hire a Social Media Intern

Hiring a social media intern by August 30, 2015 may not be feasible, depending on the pool
of candidates, but the objective remains important and
one that can be accomplished as soon as the best candidate is hired.

BCL | 41

SCHEDULE
42 | BCL

FURTHER RECOMMENDATIONS

Join the Chamber of Commerce for networking purposes.

Arrange the lighting fixtures by style (traditional or modern,) brand, and function
so existing and potential customers can easily find what they are looking for.

Continue the existing television ads on Mediacoms program.

Continue existing radio ads on KPLA and consider purchasing varied radio ad times for
seminar event, red ribbon sales and the wide variety of items available at BCL.

Consider purchasing air time on television channels geared toward home improvement,
such as HGTV.

Create email newsletters to be sent out as part of the content marketing and
advertising promotional mix. Newsletters should highlight BCLs business updates.

Consider implementing Google Keyword Planner to search relevant terms, and phrases
potential clients are searching for in order to implement them into BCLs marketing.

Create news releases to be sent to the Columbia Tribune and other local newspapers
regarding BCLs future partnerships with interior designers, realtors and contractors.

Create news releases to be sent to the Columbia Tribune and other local newspapers
regarding BCLs future seminars.

Invest in Customer Relationship Management (CRM) software such as Quickbooks

Online or SalesForce to begin using software within the programs to track BCLs t
arget audience and imlement marketing campaigns based on trends.

BCL | 43

CREATIVE DELIVERABLES

Are you looking for new lighting for your home?

Bright City Lights vast collection of over 1,800 lighting
options can suit any home decor or aesthetic. Come visit
our 6,000 square foot showroom, conveniently located in
Columbia, Missouri. Locally owned; quality focused.

Phone: (573) 474-8890 | Fax: (573) 875-8893

1400 Heriford Rd. Ste. A , Columbia, MO 65202

Inventory Going

Interested in redecorating your home?

Join Bright City Lights for our annual Red Ribbon Sale to find the
perfect lighting, furniture or home decor piece you have been looking
for at an even better price. Our inventory is going quickly, so make sure
to hurry to our 6,000 square foot showroom.
Limited time offer of an extra 20% off our already heavily discounted items when you bring
in this flyer. Offer expires June 25. Locally owned; quality focused.
1400 Heriford Rd. Ste. A , Columbia, MO 65202 Phone: (573) 474-8890 | Fax: (573) 875-8893

44 | BCL

ENERGY EFFICIENCY SEMINAR

Interested in saving money by reducing your electricity bill and conserving energy?

Bright City Lights

Free Lighting Seminar
Learn how to save money on
your electricity bill by using
less energy and having a lighting audit.
Tuesday, September 1, 2015.
1400 Heriford Rd. Ste. A ,
Columbia, MO 65202.
RSVP by August 15.

Attend a seminar at Bright City Lights on Tuesday, September

1 to learn how a lighting audit can dramatically change not
only your homes ambiance, but the size of your bill. You will
learn which lighting fixtures are best for indoor and outdoor
lighting in addition to the pros and cons of using a variety of
light bulbs. Come meet our knowledgeable team, with over 10
years of experience in the lighting industry. Please RSVP by
August 15 by emailing brightcitylights@socket.net. Complimentary appetizers and beverages will be served.
Enjoy 20% off your next lighting design consultation when you bring
this flyer to the seminar.

Bright City Lights

Phone: (573) 474-8890 | Fax: (573) 875-8893
1400 Heriford Rd. Ste. A , Columbia, MO 65202

BCL | 45

Rationale for Creative Deliverables

Lighting Variety Ad
This ads goal was to draw in BCLs target audience by stressing the large selection of
lights in multiple styles, brands and price ranges. Using the image from BCLs home
page on its website for the ad will create an increased brand recognition when potential
clients view the ad and later visit BCLs website. Adding locally owned, quality focused
emphasized BCLs attention to detail and providing superior service to every customer.
This ad can be used as part of a social media post to generate more interest.
Inventory Ad
The purpose of this ad is to appeal to a more price conscious target audience that may
desire the superior quality products BCL offers but might not be able to afford it. The
design of the red ribbon was meant to mimic BCLs in store Red Ribbon Sale so
customers could easily recognize the items on sale when they enter the store.
Offering an extra 20 percent off the discounted items when the person brings in the ad will
increase walk-in clients exponentially and move inventory faster. Moving inventory
more quickly will result in steadier cash flows and the ability to stock more of what
clients are requesting or is selling especially well.
Inventory going quickly will also incentivize the potential customer who values the
exclusivity in a product with limited availability.
This ad can be used as part of a social media post to generate more interest.

46 | BCL

Energy Efficiency Seminar Ad

The sample image was selected for the purpose of evoking a personal seminar where
the audience would feel comfortable asking BCLs staff questions regarding lighting
audits and energy conservation.
The beige background color was chosen to mimic the website in order to maintain
branding across multiple platforms.
Although BCL provides free lighting audits to contractors who have already purchased a
product, BCL could consider offering this service for a fee to its retail client base.
If BCL decided to provide this service to their retail clients, 20 percent off when this ad is
demonstrated would bring in a large number of clients interested in learning how to save
money and be more economically responsible.

This seminar will also position BCL as an industry expert and resource to its target audience.
Hosting the seminar has the potential to attract contractors, homebuilders or realtors
interested in forming a partnership with a lighting company with eco-friendly experience.

BCL | 47

APPENDIX
Secondary Research Sources
A25-54 Highlights-4Q14 (HGTV and DIY Network) [PPT]. (2014). HGTV
Belicove, M. E. (2009, December 27). 10 Ways a Facebook Fan Page Helps your Business.
Retrieved March 4, 2015, from http://www.entrepreneur.com/article/204492
Bright City Lights. (2014). Retrieved February 10, 2015, from http://brightcitylights.com/
Broekelmann, D. (2015, February 19). Drown Out the Noise: 8 Tips for Informative Content
Creation. Retrieved February 28, 2015, from http://blog.influenceandco.com/drown-out-thenoise-8-tips-for-informative-content-creation?utm_campaign=company-social-accounts&utm_
content=12286774&utm_medium=social&utm_source=twitter
Creative Deliverables designed by Kitiara McGuire
Demo: Sales Cloud - Salesforce.com. (2000). Retrieved February 11, 2015, from https://
www.salesforce.com/form/conf/demo-sales-hp.jsp?leadcreated=true&player=&landing_
page=%2Fform%2Fdemo%2Fcrm-sales-indexpage-demo.jsp&videoId=&redirect=true&internal=true&d=70130000000lzf5&DriverCampaignId=70130000000sUVq&nurture=&playlistId=&__element=pre&FormCampaignId=70130000000DhYU
Exhibitor Information - Home and Lifestyle Expo. (2013, December 17). Retrieved March 4,
2015, from http://columbiahba.com/expo/exhibitor-information/
Gago, B. (2011, March 31). How do your Buyers Consume Content? Ask these 20 Content
Marketing Questions. Retrieved February 28, 2015, from http://contentmarketinginstitute.
com/2011/03/buyers-consume-content/
Home Category Audience Profile. (2014). Retrieved February 16, 2015, from http%3A%2F%2Fwww.scrippsnetworksdigital.com%2Fhome%2Fdefault.aspx%3Faudience%2Bprofile
Hootsuite. (2015). Engagement, People are Talking, its Time to Join the Conversation. Retrieved
March 1, 2015, from
I. (n.d.). QuickBooks Online Reports. Retrieved February 10, 2015, from http://quickbooks.
intuit.com/accounting-reports/
Interviews with Kay Wax from Bright City Lights

48 | BCL

Secondary Research Sources

Langham, M. (2014, December 19). How Major Brands Use LinkedIn for Content Marketing.
Retrieved February 28, 2015, from http://www.socialmediatoday.com/content/how-majorbrands-use-linkedin-content-marketing?es_p=274602
Linn, M. (2010, August 16). How to Put Together an Editorial Calendar for Content Marketing.
Retrieved February 28, 2015, from http://contentmarketinginstitute.com/2010/08/content-marketing-editorial-calendar/
Lowes interview with an employee
M. (2008). Registered Voters in Missouri. Retrieved February 10, 2015, from http://www.sos.
mo.gov/elections/registeredvoters.asp?rvmID=0008
M. (2014, July 30). Missouri Census Data Center Population Estimates page. Retrieved February
10, 2015, from http://mcdc.missouri.edu/trends/estimates.shtml
Management Coalition, W. (n.d.). Generational Differences Chart.Generational Differences
Chart. Retrieved February 10, 2015, from http://www.wmfc.org/uploads/GenerationalDifferencesChart.pdf
ONeill, L. (2014, August 12). The Ingredients you Need to Develop Content for your Buyer
Personas. Retrieved February 28, 2015, from http://blog.influenceandco.com/how-to-developcontent-for-your-buyer-personas
Prizm through Nielsen--Market Segmentation Tool by Zipcodes. (2014). Retrieved March 2,
2015, from http://www.claritas.com/MyBestSegments/Default.jsp?ID=20&menuOption=ziplookup&pageName=ZIP%2BCode%2BLookup#
Southbank Gift Companys Facebook Page. (2015). Retrieved March 3, 2015, from https://www.
facebook.com/SouthbankGifts/timeline
Using Keyword Planner to get Keyword Ideas and Traffic Forecasts. (2015). Retrieved March 1,
2015, from https://support.google.com/adwords/answer/2999770

BCL | 49

Lighting and Furniture Consumer Survey and Findings

Lighting and Furniture Consumer Survey

SurveyMonke

Q1 What qualities do you look for in a

product when decorating your home with
furniture or lighting? For example, do you
stay specific to a color palette or traditional
aesthetic? Are you inspired by home design
magazines?
Answered: 14

Skipped: 1

Responses

Date

I AM inspired by various design magazines, Houzz, etc.

3/16/2015 10:42 PM

Inspired a little by print pub, but mostly just know what we like.

3/14/2015 7:12 AM

I look for furniture then base the room around that.

3/13/2015 7:52 PM

Comfortable, matches style, good quality and not too expensive

3/13/2015 7:25 PM

Modern & trendy, warm colors.

3/13/2015 11:28 AM

Color scheme and a more contemporary aesthetic are what I look for. I am always inspired by design magazines
and blogs that I follow. I work in the design industry so I am surrounded by inspiration daily.

3/13/2015 9:10 AM

I clip out lots of pictures but I can never manifest them at home. I stay with color palettes.

3/12/2015 9:40 PM

I like to use magazines, but also maintain a palette so styles flow from room to room.

3/12/2015 8:15 PM

I look for something different. Not necessarily go with the trends.

3/12/2015 8:10 PM

10

Most of my inspirations for our new home were from Houzz. I took an idea I liked and tried to find something
similar or the same within our budget.

3/12/2015 8:01 PM

11

style; aesthetics; personal taste; typically more neutral palette

3/12/2015 7:34 PM

12

Sleek, modern lines, especially mid-century modern style. I do look at home design magazines for ideas,
especially Dwell magazine.

3/12/2015 6:25 PM

13

Sturdy, affordable, room specific

3/12/2015 6:23 PM

14

High quality workmanship, ideally not too new (e.g., using solid wood, rather than particle-board, dovetailed
drawers rather than staples)

3/12/2015 5:56 PM

50 | BCL

Lighting and Furniture Consumer Survey and Findings

Lighting and Furniture Consumer Survey

SurveyMonke

Q2 Where do you prefer to shop to meet

your home decorating needs?
Answered: 14

Skipped: 1

Columbia-owned
stores

National
retailers

Other (please
specify)

0%

10%

20%

30%

Answer Choices

40%

50%

60%

70%

80%

90% 100%

Responses

Columbia-owned stores

21.43%

National retailers

14.29%

Other (please specify)

64.29%

Total

Other (please specify)

Date

all of the above

3/16/2015 10:42 PM

Higher end privately held companies; one or two in Columbia

3/14/2015 7:12 AM

Estate sales and antique markets

3/12/2015 9:40 PM

I shop at a combination of local, big box, and online retailers

3/12/2015 8:15 PM

Usually locate item online then search for best value

3/12/2015 8:01 PM

all that apply; finding something I like is most important

3/12/2015 7:34 PM

Online, Chicago, St. Louis.

3/12/2015 6:25 PM

local store a day on line discount providers like wayfair

3/12/2015 6:23 PM

Craigslist and other off-market options (online, thrift stores, etc.)

3/12/2015 5:56 PM

BCL | 51

Lighting and Furniture Consumer Survey and Findings

Lighting and Furniture Consumer Survey

SurveyMonkey

Q3 How likely are you to reference or

consume the following media for home
decor inspiration?
Answered: 14

Skipped: 1

Home lifestyle
or decor...

Home lifestyle
or decor...

Pinterest

Facebook

Home decor
websites

Radio stations

Highly
unlikely

Unlikely

Somewhat
unlikely

Neutral

Somewhat
likely

Likely

Highly
likely

10

Total

Weighted
Average

Home lifestyle or decor

magazines

0.00%
0

7.14%
1

14.29%
2

0.00%
0

21.43%
3

35.71%
5

21.43%
3

14

5.29

Home lifestyle or decor

television channels

14.29%
2

7.14%
1

21.43%
3

7.14%
1

14.29%
2

28.57%
4

7.14%
1

14

4.14

Pinterest

21.43%
3

0.00%
0

7.14%
1

7.14%
1

7.14%
1

14.29%
2

42.86%
6

14

4.93

Facebook

14.29%
2

28.57%
4

0.00%
0

28.57%
4

14.29%
2

7.14%
1

7.14%
1

14

3.50

7.14%
1

0.00%
0

0.00%
0

0.00%
0

35.71%
5

21.43%
3

35.71%
5

14

5.64

42.86%
6

35.71%
5

7.14%
1

14.29%
2

0.00%
0

0.00%
0

0.00%
0

14

1.93

Home decor websites

Radio stations

3 / 11

52 | BCL

Lighting and Furniture Consumer Survey and Findings

Lighting and Furniture Consumer Survey

SurveyMonkey

Q4 How much would you be willing to

spend on one light or lighting fixture for
your home?
Answered: 14

Skipped: 1

$25 and under

$26 - $50

$51 - $100

$101 - $200

$201 and up

0%

10%

20%

30%

40%

50%

Answer Choices

60%

70%

80%

90%

100%

Responses

$25 and under

0.00%

$26 - $50

0.00%

$51 - $100

35.71%

$101 - $200

28.57%

$201 and up

35.71%

Total

14

Lighting and Furniture Consumer Survey

SurveyMonkey

Q5 Have you heard of Bright City Lights in

Columbia, Missouri, before?
Answered: 14

Skipped: 1

4 / 11

Yes

No

0%

Answer Choices

10%

20%

30%

40%

50%

60%

70%

80%

90% 100%

Responses

Yes

92.86%

13

No

7.14%

Total

14

BCL | 53

Lighting and Furniture Consumer Survey and Findings

Lighting and Furniture Consumer Survey

SurveyMonkey

Q6 Have you ever shopped at Bright City

Lights in Columbia, Missouri?
Answered: 14

Skipped: 1

Yes

No

0%

10%

20%

30%

40%

Answer Choices

50%

60%

70%

80%

90% 100%

Responses

Yes

92.86%

13

No

7.14%

Total

14

54 | BCL
6 / 11

Lighting and Furniture Consumer Survey and Findings

Lighting and Furniture Consumer Survey

SurveyMonkey

Q7 If you have shopped at Bright City

Lights, how would you rate your overall
experience, factoring in elements like
service, product quality, timeliness, etc.
with 1 being extremely unsatisfied, 5 being
neutral and 10 being extremely satisfied?
Answered: 14

Skipped: 1

10

N/A

0%

10%

20%

30%

40%

Answer Choices

50%

60%

70%

80%

90% 100%

Responses

0.00%

7.14%

0.00%

0.00%

7.14%

7 / 11

1
BCL | 55

Lighting and Furniture Consumer Survey and Findings

Lighting and Furniture Consumer Survey

SurveyMonkey

0.00%

14.29%

28.57%

14.29%

10

21.43%

N/A

7.14%

Total

14

Please specify why you had a positive/negative experience.

Date

Nice people, selection, but I found the place too cluttered with fixtures, making it difficult to really look at the stock.
Good website.

3/14/2015 7:12 AM

3/13/2015 7:52 PM

I had a positive but just wasn't what I was looking for with cost and all

Great individual attention and recommendations, but we're slow following up with details

3/13/2015 7:25 PM

I worked with them through business. They met our needs and had great unique fixtures that we were looking for.
Fun space!!

3/13/2015 9:10 AM

They helped me narrow down what I was looking for and made suggestions

3/12/2015 9:40 PM

We just finished building our house in January of this year. I purchased a few of our lights from BCL but most we
purchased from overstock or the box stores. I was frusterated because BCL carried the exact same products as
the box stores but the cost was much higher. I tried to shop local for as much as possible but its difficult when
you save $50-$100 by going to a box store.

3/12/2015 8:01 PM

good service; cool pendant lights

3/12/2015 7:34 PM

Lighting and Furniture Consumer Survey

SurveyMonkey

Q8 Select your marital status.

Answered: 14

Skipped: 1

Single

Married

Widowed

Married with
children

Divorced

Other (please
specify)
0%

10%

20%

30%

40%

Answer Choices

50%

60%

70%

80%

90% 100%

Responses

Single

14.29%

Married

64.29%

8 / 11

Widowed

0.00%

Married with children

14.29%

Divorced

7.14%

Other (please specify)

0.00%

Total

14

Other (please specify)

Date

There are no responses.

56 | BCL

9 / 11

Lighting and Furniture Consumer Survey and Findings

Lighting and Furniture Consumer Survey

SurveyMonkey

Q9 What is your current living situation?

Answered: 14

Skipped: 1

Renting an
apartment
Renting a house
Renting a
townhouse
Renting a
condominium
Own an
apartment
Own a house

Own a townhouse
Own a
condominium
Other (please
specify)
0%

10%

20%

30%

40%

Answer Choices

50%

60%

70%

80%

90% 100%

Responses

Renting an apartment

7.14%

Renting a house

0.00%

Renting a townhouse

7.14%

Renting a condominium

0.00%

Own an apartment

0.00%

Own a house

85.71%

12

Own a townhouse

0.00%

Own a condominium

0.00%

Other (please specify)

0.00%

Total

14

Other (please specify)

Date

There are no responses.

10 / 11

BCL | 57

Lighting and Furniture Consumer Survey and Findings

Lighting and Furniture Consumer Survey

SurveyMonkey

Q10 Select your total household income for

last year.
Answered: 14

Skipped: 1

Less than
$24,999

$25,000 $49,999

$50,000 $99,999

$100,000 or
more

0%

10%

20%

30%

40%

Answer Choices

50%

60%

70%

80%

90% 100%

Responses

Less than $24,999

0.00%

$25,000 - $49,999

21.43%

$50,000 - $99,999

21.43%

$100,000 or more

57.14%

Total

11 / 11

58 | BCL

8
14

 Consumer Satisfaction Survey and Findings

Bright City Lights Customer Satisfaction Survey

SurveyMonke

Q1 When was the last time you shopped at

Bright City Lights in Columbia, Missouri?
Answered: 6

Skipped: 0

Within the
past month
Within the
past three...
Within the
previous six...
Within seven
months to on...
Within one
year to one ...
Within two to
five years
Within five
years or more
Other (please
specify)
0%

Answer Choices

20%

30%

40%

50%

60%

70%

80%

90% 100%

Responses

Within the past month

33.33%

Within the past three months

0.00%

Within the previous six months

33.33%

Within seven months to one year

16.67%

Within one year to one and a half years

0.00%

Within two to five years

16.67%

Within five years or more

0.00%

Other (please specify)

0.00%

Total

10%

Other (please specify)

There are no responses.

BCL | 59
Date

 Consumer Satisfaction Survey and Findings

Bright City Lights Customer Satisfaction Survey

SurveyMonkey

Q2 What was your experience with Bright

City Lights, Columbia Mo? (1 extremely
unsatisfied, 5 neutral, 10 extremely
satisfied)
Answered: 6

Skipped: 0

10

0%

10%

20%

30%

40%

Answer Choices

50%

60%

70%

80%

90% 100%

Responses

0.00%

0.00%

0.00%

0.00%

16.67%

0.00%

0.00%

16.67%

Bright City Lights Customer Satisfaction Survey

SurveyMonkey

2 / 11

16.67%

10

50.00%

Total

60 | BCL

 Consumer Satisfaction Survey and Findings

Bright City Lights Customer Satisfaction Survey

SurveyMonkey

Q3 What did you purchase at Bright City

Lights?
Answered: 6

Skipped: 0

Responses

Date

Chandelier

3/17/2015 3:12 AM

SALT LAMP

3/16/2015 4:58 PM

Lighting for a commercial office

3/16/2015 9:10 AM

I did not purchase the ceiling lighting

3/13/2015 11:54 AM

LED undercabinet lighting

3/13/2015 8:18 AM

Lighting for a commercial project

3/13/2015 7:55 AM

Bright City Lights Customer Satisfaction Survey

SurveyMonkey

Q4 How did you hear about Bright City

Lights?
Answered: 6

Skipped: 0

Responses

Date

Word of mouth

3/17/2015 3:12 AM

WORD OF MOUTH

3/16/2015 4:58 PM

Met Kay through a networking event, was originally familiar with the store by seeing their ads in Columbia Home.

3/16/2015 9:10 AM

From Columbia

3/13/2015 11:54 AM

Past customer

3/13/2015 8:18 AM

Worked with them for years

3/13/2015 7:55 AM

BCL | 61
4 / 11

 Consumer Satisfaction Survey and Findings

Bright City Lights Customer Satisfaction Survey

SurveyMonkey

Q5 Would you be interested in receiving

newsletters or emails regarding specials,
business updates or promotions from
Bright City Lights?
Answered: 6

Skipped: 0

Yes

No

0%

10%

20%

30%

40%

50%

Answer Choices

60%

70%

80%

90% 100%

Responses

Yes

66.67%

No

33.33%

Total

Bright City Lights Customer Satisfaction Survey

SurveyMonkey

Q6 Would you recommend Bright City

Lights to anyone? Why?
Answered: 6

Responses

Date

Yes.... Great selection and knowledgeable staff

3/17/2015 3:12 AM

YES

3/16/2015 4:58 PM

Yes - fantastic and friendly service, great products, and wide selection

3/16/2015 9:10 AM

Yes, and I do all the time

3/13/2015 11:54 AM

Yes, I have recommended lots of people.

3/13/2015 8:18 AM

Yes - local, female owned and they give your accurate lead times for special order items.

3/13/2015 7:55 AM

6 / 11

62 | BCL

Skipped: 0

 Consumer Satisfaction Survey and Findings

Bright City Lights Customer Satisfaction Survey

SurveyMonkey

Q7 How much are you willing to spend on

lighting for your home?
Answered: 6

Skipped: 0

$0-$10

$11-$60

$61-$100

$101-$250

$251-$360

$361-500

over $500

0%

10%

20%

30%

40%

50%

Answer Choices

60%

70%

80%

90% 100%

Responses

$0-$10

0.00%

$11-$60

0.00%

$61-$100

0.00%

$101-$250

16.67%

$251-$360

33.33%

$361-500

0.00%

over $500

50.00%

Total

Bright City Lights Customer Satisfaction Survey

SurveyMonkey

Q8 How much are you willing to spend on

home dcor (such as vases or furniture) for
your home?
Answered: 6

Skipped: 0

8 / 11

$100 or less

$101-$250

$251-$350

$351-$400

$401 or more

0%

10%

20%

30%

40%

Answer Choices

50%

60%

70%

80%

90% 100%

Responses

$100 or less

16.67%

$101-$250

16.67%

$251-$350

0.00%

$351-$400

16.67%

$401 or more

50.00%

Total

BCL | 63
9 / 11

 Consumer Satisfaction Survey and Findings

Bright City Lights Customer Satisfaction Survey

SurveyMonkey

Q9 Select your marital status.

Answered: 6

Skipped: 0

Single

Married

Married with
children

Divorced

Widowed

Other (please
specify)
0%

10%

20%

30%

40%

50%

60%

Answer Choices

70%

80%

90% 100%

Responses

Single

0.00%

Married

66.67%

Married with children

16.67%

Divorced

0.00%

Widowed

16.67%

Other (please specify)

0.00%

Total

Other (please specify)

Date

There are no responses.

Bright City Lights Customer Satisfaction Survey

SurveyMonkey

Q10 What is your zip code?

Answered: 6

64 | BCL

Responses

65201

Skipped: 0

10 / 11

Date
3/17/2015 3:12 AM

65010

3/16/2015 4:58 PM

65202

3/16/2015 9:10 AM

65202

3/13/2015 11:54 AM

65202

3/13/2015 8:18 AM

65203

3/13/2015 7:55 AM