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PITCH BOOK

Kyle Moore- Kyle is a junior at BYU Idaho

studying Financial Economics. He is from


Atlanta, Georgia and plans on going back
after graduation to work at his fathers
financial wealth management firm. He
helped direct the group, formulated the
budget, created the web ad, and wrote the
executive summary.

Stephanie Beswick:

The contents and ideas in this presentation are


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

Stephanie is from
Meridian, Idaho and has been married since
July 2012. She is currently a junior at
BYU-Idaho
studying
Visual
Communication. She wants to start an
online business designing and selling
announcements. Stephanie help create the
design aspects, created the brochure,
brainstormed ideas, and helped edit the
book.

Taylor Bentall-

BROUGHT TO YOU BY:

Taylor is from Brookline,


New Hampshire and is a Junior studying
Communications at BYU-Idaho majoring in
Public Relations. He wants to work for a
sports team doing Public Relations or work
in International business with Brazil. Taylor
wrote the situation analysis and positioning
statement. He also designed the direct mail
piece and did the final copy edit of the book.

EXECUTIVE SUMMARY..............3
SITUATION ANALYSIS...............4
GOALS AND OBJECTIVES..........5
TARGET AUDIENCE....................7
SWOT analysis......................8
POSITIONING STATEMENT........9
BIG IDEA...................................9
CREATIVE STYLE....................10
CREATIVE EXECUTION.............11
TV COMMERCIAL....................16
BUDGET..................................19

TABLE OF CONTENTS

Taylor Ann Markus- Taylor is from Boise,

Idaho and currently a Communications


Major at BYU-Idaho. She is majoring in the
Advertising Program with clusters in
Graphic Design and Visual Media. Taylors
end goal is working with an Advertising
Agency as a Creative Director. For this
project Taylor was the main Graphic
Designer and helped rebrand the design of
Hymas repair, she also designed and put
together the Pitch Book.

Scotty Renner: Scotty is Senior from


Bullhead City, Arizona studying Public
Relations and Advertising at BYU-Idaho. He
wants to work at Copacino Fujikado in
Seattle, Washington. As a hobby, Scotty
works as a news assistant for KBYI 94.3. He
thought up and produced the radio
commercials. Scotty is also a guru in social
media and designed the twitter page.

Hymas Repair started just seven months ago in September and


is located in Idaho Falls, Idaho at 1647 Woodruff Park/ 15th
Street. The shop is run by lead technician, Brian Hymas. Brian
has over 25 years of experience and four master certificates.
Brains reputation, honesty and quality is what generates
business and their early success. Hymas Repair is an automotive
repair shop focused on affordable prices and quality repair. They
offer everything from tune ups, oil changes, maintenance, and
repairs. Hymas Repair also offers some more specific services
such as air conditioning maintenance and repair.
Hymas Repairs primary goal is to offer and deliver customers
affordable prices with quality work. The second goal is to create
a closed clientele with confident and loyal customers to depend
on Hymas Repair for all of their automotive needs. Another
effective goal for Hymas Repair is to acquire more fleet accounts
in order to increase return business activity.

EXECUTIVE SUMMARY

We will position Hymas Repair as the distinguished repair shop


that offers honest value and quality to customers for their
automotive needs. Our big idea is centered around focusing
Hymas Repair on Brian with his reputation and experience.
Along with Brian, we will have customer testimonials to add to
the credibility of Hymas Repair. This will increase and grow the
image of Hymas Repair as the repair shop that treats every
customer as a person with specific needs. Also it will give the
confidence that Hymas Repair can deliver the satisfaction that
Brian is guaranteeing. This will done through the media of
television, radio, billboard, texting, direct mail, and online
advertising.
We are confident this plan will work for Hymas Repair because
our agency is committed to grow and bring Hymas Repair to
the next level. Our creative will stand out through our quality
design and will help distinguish Hymas Repair from the rest of
the competition. We are confident also that our carefully
planned schedule of the advertising media will deliver the
desired results to find those customers that will qualify the
closed clientele of Hymas Repair.

History

Hymas Repair started just seven months ago in September. In


that short amount of time Hymas have acquired 350 clients.
The shop is run my lead technician, Brian Hymas. Brian has
over 25 years of experience and four master certificates. Brains
reputation, honesty and quality is what generates business and
their early success. He worked for other successful repair shop
in town. Which is now one of their main competitors.

Geographical factors

Hymas Repair is located in Idaho Falls, Idaho. The shop is


located on 1647 Woodruff Park/ 15th Street in Idaho Falls. It is
located a mile west of one to his biggest competitors and
previous place of employment. Hymas Repair is tucked away
from the main road so it is hard to see, unless you are looking
for it.

Past and Present advertising

Hymas Repair has mainly focused on Radio advertising. Most


of his advertisements are testimonials of satisfied customers and
why they choose to do business with Hymas. These have been
the most effective ads. Brian also participates in Car Talk
every Saturday on 590 KID which generates a lot of listeners.
Also there were several other advertisements placed on ESPN
Radio and 107.1. Currently there are no TV advertisements.
They have a website but it is not well developed. Hymas Repair
also has a Facebook page which is used to post pictures of
repairs and also ask Brain questions.

Description

Hymas Repair is an automotive repair shop focused


on affordable prices and quality repair. They offer
everything from tune ups, oil changes, maintenance
and repairs. Hymas Repair also offers are more
specific services such as air conditioning
maintenance and repair. At Hymas Repair the
customers are not just a number, they are a person
and valued customer. Brian is one of the top ten
mechanics in the country as rated by Napa Auto
Parts.

SITUATION ANALYSIS

Main Competitors

Hymas Repair has lots of competition in Idaho Falls. Because


they are a new company in Idaho Falls there are a lot of repair
shops in the area that are more established. Because these shops
are bigger and more established they are able to help and attend
to more customers. There are three main competitors that are in
the Idaho Falls area: All Things Automotive, Empeys and
Majestic. Majestic is Brians previous place of employment and
there have been some struggles with that company since he has
left one of which is that Majestic still runs an ad on TV in
which Brian is featured. Although the competition is high,
Hymas Repair has some advantages because they believe that
the consumer should be educated and make the decision
without pressure.

Building Brand Awareness

Building and maintaining brand awareness is a primary goal of


advertising. Having brand awareness means that potential
customers recognize your company. Keeping Hymas Repair in
the mind of the public takes work and lots of marketing efforts.
Successful companies such as Nike and Starbucks are able to
remove their companys name from the logo, and through using
just their logo they are able to simply remind customers of their
brand. This is what needs to be done to help improve awareness
for Hymas Repair.

Increasing Number of Return Customers

Customer loyalty is huge to a company, especially in the first


several years of new company. Increasing the number of
returning customers builds a network for the company, thus
increasing profits from new customers. Hymas Repair
eventually wants to build their company to a network of fleet
accounts, this will just include a select amount of loyal
customers Hymas Repair has collected.

marketing objectives

By having a set radius of where Hymas Repair wishes to


advertise, they can narrow their target audience within the
local surroundings. This radius would reach 30 minutes
from Idaho Falls. Reaching from Blackfoot to the Rexburg
Area.

Social Media
Social Media is a huge and rising new revenue and front of
the advertising scene. Hymas Repair already has an
impressive Facebook setup, where customers can message
Brian about their various car maintenance questions.
Twitter can be great for shout outs, improvements and when
promotions are in season. Hymas Repair can open their
own YouTube channel to show various commercials and
informational commercial they have produced to help
customers at home.

QR Codes

Hymas Repairs is an honest environment, building trust with a


customer is important. For every customer they service, Hymas
Repair wants them to know exactly what is wrong and what
they can do to fix the problem. Offering an honest value to all
customers is priority Hymas Repair takes pride in.

QR codes are a great new tool for showing what a company


has without telling them to visit a website. With the quick
scanning app, smart phones can easily use a QR code, send
customer straight to the website or Facebook where they can
find more information about the company. These QR codes
can be used on business cards and brochures to help direct
the publics attention where desired.

Educate Customers

Increase Advertising Budget

Through the honest environment, Hymas Repairs takes the


time needed to educate their customers making sure that they
understand what is wrong and what can be done to fix their
vehicle. Hymas Repairs will always do everything within their
power to prevent future problems. To help further educate
their customers, Hymas Repairs wishes to initiate a twice a
month class, free of charge, about basic car care.

When a company has an economic down time, this is the


best time to put money towards advertising. Advertising is
how you get your name out to the public. An economically
good idea is to take a percentage of a companys profit and
put that towards advertising. Hymas Repair could increase
this percentage just a little more, it is within their means and
would be highly beneficial.

Community Involvement

Increase Brand Awareness

Honesty and Value

GOALS AND OBJECTIVES

Advertising Radius

Building trust within a community is huge for a new company.


More important is to keep that trust as the company grows and
develops into a regular part of the community. Hymas Repair
can have a huge community involvement as they make a
presence at local car shows and the various events of different
local companies.

GOALS AND OBJECTIVES


advertising objectives

Once a company has established a brand, the company then


needs to inform the public. Advertising of a brand is one of the
best tools that can be used to increase its awareness to the
public. We will build brand awareness by advertising Brian and
on direct mail, billboards, and his voice on the radio. We will
also build brand awareness by having Hymas Repair join the
Chamber of Commerce in Rexburg, Idaho Falls, and Blackfoot.

Increase Maintenance Work

Increasing the volume of maintenance work will bring in more


revenue to comply with their goal of performing more A/C
units repairs and oil changes.

Primary

The potential customer for Hymas Repair is middle-aged men


and women about 44-54 years old. They have enough
education such as a bachelors degree to have an income of
$50,000 or more. They will have a secure job in professional
financial, health, or management services and will be settled
down with children that are grown and out of the house or are
close to being out of the house. They may also be close to
retirement. Along with being settled they do end up driving a
lot around town and surrounding areas for different errands.
Because of the many places that they drive they know that their
car needs certain maintenance and have pride in taking good
care of their vehicles. Because they have older children that also
drive they will take care of their cars also because of the value
they have for cars.

Secondary

The secondary potential customer for Hymas Repair is fleet


trucking companies. These companies have anywhere from
three to fifteen trucks in their fleet. They drive not only in the
Eastern Idaho area, but also throughout the Western United
States. They will need routine work one on their trucks, such as
new tires, oil changes, AC, and diesel to help with gas mileage.
This will help their fleet companies to save money in gas and
unexpected repairs due to not getting regular maintenance.

TARGET AUDIENCE

Tertiary

The tertiary potential customer for Hymas Repair is the


uneducated. They are the people who know little to nothing
about vehicles. They would like to know more a little at a time.
Hymas Repair will be start holding bi-monthly classes to help
educate people on basic car knowledge. This potential customer
will be new drivers ages 16-20 year old, single mothers, or
people in the community who want to have a broader
knowledge of car and the regular maintenance that needs to be
done.

Strengths

Honesty - Brian works hard to always be honest with all


customers.
Education - The customers are always educated about the
procedures done to their cars.
Transparent - Hymas Repair doesnt leave anything hidden;
everything is on the table.
Quality Work - Hymas Repair strives to always make sure the
job is done right.
Value - Hymas Repair really focuses on making sure people get
the work that is needed done within their budgets and that they
dont pay for anything they dont need.

Weaknesses

Low advertising budget - The current budget for advertising


only represents 2-3% of the current revenue per month.
Push for Closed Clientele - We feel that this approach could be
damaging to the desire of wanting build Hymas Repairs image
and help them with branding their company. This is a cautious
area.
Location - We feel that Hymas Repair has a barrier to overcome
with its current location, that being it does not get a lot of
traffic.
Dishonesty From Competition - History has shown that since
Hymas Repair has been opened, there has been dishonesty from
competitors about Brians current location. Misleading them to
not being able to get the service from Brian they desire.
Website - The current website for Hymas Repair was not done
professionally and does not rank high with Google search.

SWOT analysis

Opportunities

Local Survey - This is an opportunity to assess what the


community thinks of Hymas Repair. Receive feedback for
improvements.
Chamber of Commerce - Becoming a member here can open
doors for new advertisement to other local businesses.
Event Sponsorship - Hymas Repair has the opportunity to
sponsor local car shows or major events at other businesses to
help raise awareness and build the brand image.

Threats

Daily Cost - There is a certain cost that needs to be met within


the shop and if it is not met through loyal customers/new
customers then the shop is in trouble.
Current Advertising Medium - The current advertising is
limited to only one medium which is subject to varied high rates
to continue advertising. Needs diversification of advertising
media.
Competition - There are coupons that attract many customers
to local competition in which Hymas Repair does not currently
participate in.

Positioning Statement:

We will position Hymas Repair as the distinguished repair


shop that offers honest value and quality to customers for
their automotive needs.

The inspiration for our design came from the logo,


business card and portrait of Brian and Ann Hymas that
were provided. The creative for the campaign was then
spun off those original designs. We chose blue as a main
color to give our design the feelings the color blue
conveys which are loyalty and trust. As designers we felt
loyal blue would best represent this message, Hymas
Repair has a company policy to always be honesty.
Being a repair shop, Hymas Repair is a blue collar job,
another reason we chose blue. Mixing in the Diamond
Manhole Texture gives the finishing sturdy mechanic
look to the design. This clean and precise design we have
branded throughout all of Hymas Repairs design is to
reflect the work environment that Hymas has to offer
and show customers they can trust their car maintenance
to Hymas Repair.

Redesign Business Card


Front:

POSITIONING STATEMENT
BIG IDEA

ymas
H
n
a
i
r
B
22
528-82

Owner:

BIG Idea:

Brian is our bug idea. We will have him as visual and vocal
for advertising media. He will be on direct mail, billboards
and his voice on the radio. When customers see his
picture, they will hear his voice in their head. Likewise,
when they hear his voice, they will picture him. Identifing
him and setting him apart from Majestic.

208-

CREATIVE STYLE GUIDE

Park
oodruff
1647 WFalls, Idaho
.com
Idaho
hotmail
pair@
re
s
a
m
y
h

Why:

Woodruff

Lincoln

rk

Woodruff
Pa

1st

We feel that his image will be the center of the business


that will be recognized by the public. Since Brian has
worked for another repair company in Idaho Falls we want
to set him apart. By adding Brians customers in the ads,
this will give the image that people really matter at Hymas
Repair. The customers will add value through testimonials.

Tagline: Quality repair at affordable prices.


Back:

10

Radio Ad #3 - 60 SECONDS
Door close
Seatbelt clicks
Mother Voice: You buckled honey?
Engine Starts
Vroom

RADIO AD #1 - 30 SECONDS
Customer Testimonial - Brian at Hymas Repairs has your
back and your cars best interest at hand. Hymas Repair is
valued for its honesty and dependability. First, Brian
educates you on what is wrong with your car and then asks
what you would like to be done with it. Once he starts
working on it, you can even go in the back and watch what
is being done to your car. Thats how I knew that I could
trust Brian and Hymas Repair. For all your automotive
problems, go to 1647 Woodruff Park Cir. In Idaho Falls,
next to Alphagraphics.

Child Voice: Yes, mommy. Can you turn on the air


conditioning?
Mother Voice: I would love to but it went out again
and we cant afford to get it fixed.
Tires skreetch to a complete stop, announcer voice comes
on.
Genie Voice: What do you mean you cant afford to
have it fixed? Have you not heard of Hymas Repair located
on 1647 Woodruff Park Cir. In Idaho Falls, next to
Alphagraphics?
Mother Voice: No, I havent

30 SECONDS
RADIO ADS
RADIO AD #2 - 30 SECONDS
Brian Hymus - Hi, Im Brian at Hymas Repair, I am the
number one automotive technician in the greater Salt
Lake area. I worked for a few different shops locally before
opening up my very own repair shop called Hymas Repair
located at 1647 Woodruff Park Cir. In Idaho Falls, next to
Alphagraphics. Remember to change your oil every 3,000
miles and have your tires rotated as well. Come in today to
make sure that your car is in tiptop shape. We will see you
soon!

Genie Voice: Take your car to Brian at Hymas


Repair. Not only will be pleased with the price but you also
find great service and honesty, which is hard to find these
days.

60 SECONDS
RADIO ADS

Mother Voice: Really?


Genie Voice: Yes! Not only do they fix air
conditioning, but they also change oil, which I am sure your
car needs, since you havent had it changed in the last 3,000
miles.
Mother Voice: Wow, how did you know that?
Better yet, who are you?
Poof .
genie!

Child Voice: Mommy, you scared away the car

Voice Over: Deep voice comes on for all you car


troubles, go to hymas repair located at 1647 Woodruff Park
Cir. In Idaho Falls, next to Alphagraphics.

11

12

We decided that it was important to make billboard


advertising sporadic throughout the year, during times
that there is high travel on the roads. Hymas Repair will
be there to help. We will have the advertising during the
summer and winter holidays so people on the road will
become more aware of Hymas and help get their brand
out there.

The cost can get pretty high for direct mail and running
it every month would be a burden on potential
customers and not cost effective. We want to run direct
mail at the start of the March to get people thinking
about repairs, Spring is the time for change. We will run
it again two months later in the June for possible
problems with A/C. Then we want to run it one more
time in October to get people to fix their cars before the
winter comes. We want to run it in October because in
November and December there are major holidays and
we want people to fix their car before they buy
Christmas gifts!

to
Our goal aiss

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- Brian Hym

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classes8 ev
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BILLBOARD

DIRECT MAIL AD

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No Cost h Questions,
Come wit h Answers!
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1647 WFalls, Idaho
Idaho

Hymas Repair wh

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Current Reside
123 W. ABC St. nt
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To schedule your
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classes call: ormation on the repair

(208) 528-8222

13

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specializingllinse: rvice shop

22
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Visit us on Faceb
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masrepair

14

Television Commercial
30 Seconds
Spot: Brett Spencer
Runtime: 4 weeks

The brochure will be a great way to portray the company


goals, services and testimonials from customers. We will
place the brochures in the lobby and on the the front
desk so customers can easily read them. One of the goals
for Hymas Repair was to be transparent. By clearly
stating the company goals the customer will be aware of
their the companys direction and purpose. Every week
there will be basic repair classes taught by Brian. People
who attend may or may not be customers. By handing
out the brochures it will appeal to potential customers
and those already loyal to Hymas Repair.

(Shot of Brett Spencer being interviewed, in


a causual out and about invironment such
as a grocery store.)
Brett: Brian at Hymas Repairs has your back
and your cars best interest at hand.

(Shot of Brian helping women changing tire.)


Voice Over of Brett: Hymas Repair is valued for its
honesty and dependability. First, Brian educates you
on what is wrong with your car and then asks what
you would like to be done with it.

(Shot of Hymas Employee working on car, as if the


viewer is actually in the shop with the employee.)
Continuing Voice Over: Once he starts working on
it, you can even go in the back and watch what is
being done to your car.

BROCHURE

(Return to shot of Bretts interview.)


Brett: Thats how I knew that I could trust
Brian and Hymas Repair. For all your automotive
problems.

208-528-8222

1647 Woodruff Park


Idaho Falls, Idaho

15

(White Screen appears with Hymas logo. With


contact information and adress, along with a QR
code.)
Continuing Voice Over: Located at 1647 Woodruff
Park Cir. In Idaho Falls, next to Alphagraphics.
Come in today to make sure that your car is in tiptop shape. We will see you soon!

16

Everything is turning to social media, Hymas Repair is already


present on Facebook. We have created a QR Code which can be
scanned by smartphones and will bring them directly to the
Facebook page. From there they will be able to like the page
and get regular updates. Another great way to get news and
reach customers is Twitter. We have created a Twitter page
which can be managed to follow potential and current
customers. By regularly tweeting about automotive news,
events and basic repair classes customers will be able to interact
with the business. The last service is called Txtwire and is a
company that can be contracted to send texts and emails to
customers. Event promotions, deals and new services can be
advertised to clients through a simple texting system.

ONLINE WEB BANNER

SOCIAL MEDIA

We decided that it was important to keep online


advertising consistent through the year with this
budget because it will help maintain the brand
awareness of Hymas Repair. Also, when the months
are not so busy with the different advertising media,
then more impressions could be purchased to traffic
more potential clients from busier websites.

17

18

$4000 Budget:
We choose this aggressive budget since the company is small
and just getting started. We know that it can be hard but we
want to build brand awareness and get Hymas Repair
synonymous with quality and hard work. We have chosen to
really stay consistent throughout the with Radio advertising
since the company is already established and present in that
medium.
We also want to include two inexpensive effective ways to
advertise, texting and web banner ads. The texting service is
used by companies like Taco Bell, Subway, Walmart and Home
Depot. It will be sent to customers twice a month letting them
know of deals, specials and reminders of basic repair classes. The
online web banner is a great way to target large groups of people
and will be good to for those without car problems. When they
have problems they will remember Hymas Repair it will be a
great way for peripheral advertising.
The cost can get pretty high for direct mail and running it every
month would be a burden on potential customers and not cost
effective. We want to run direct mail at the start of the March,
Spring is the time for change. We will run it again two months
later in the June for possible problems with A/C and then we
want to run it one more time in October before the holidays.

BUDGET

We decided that it was important to make billboard advertising


sporadic throughout the year, during times that there is high
travel on the roads, when repairs and maintenance will be
needed. We will have the advertising during the summer and
winter holidays so people on the road will become more aware
of Hymas and help get their brand out there.

$4000

The TV commercial in the months of March, April, and May


,we thought this would be a good time to advertise to people
during their Spring cleaning time. During the months of
October, November, and December this is the time we should
advertise to people for car repairs, to get their car ready for the
winter months.

19

20

$2000

This secondary budget is for if the business is not ready to invest


ten percent of its income to advertising. This is a less aggressive
but still effective budget. It will not be able to use all the media
used in the other budget. Since radio is such an effective
medium for Hymas Repair we felt it necessary to keep that
constant through the year. We decided that no online would be
used within this budget and rather direct the efforts towards the
more focused media. We decided that billboard advertisement
would be needed because the money could be of better use in
other areas of advertising. We wanted to keep texting since it is
an inexpensive effective medium.We will run the TV ads every
other month so that when people hear the radio advertisement
they will think of the TV advertisement. The direct mail will
stay the same as in the other budget proposed.

BUDGET
$2000

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