TURNING SUNKEN

SHIPS INTO
TREASURE TROVES
TABLE OF CONTENTS
Meet the Team . . . 3
Executive Summary . . . 4
Background . . . 5
Situation Analysis . . . 6
Research . . . 7
Key Publics . . . 10
Campaign Goal . . . 11
Objectives . . . 12
Strategies & Tactics . . . 13
Big Idea . . . 14
Primary & Secondary Messages . . . 15
PR Strategy & Tactics . . . 16
Social Media Strategy & Tactics . . . 21
Calendar . . . 26
Gantt Chart . . . 27
Budget . . . 28
Evaluation . . . 30
Appendices . . . 31
 MEET THE TEAM

RISS MCCRANEY-
ACCOUNT EXECUTIVE

KATHRYN BROWN- CHRIS GUYTON-

RESEARCH DIRECTOR CREATIVE DIRECTOR

ALYSSA STANEK-
KENLEY SWEET- PUBLIC
MEDIA / SOCIAL MEDIA
RELATIONS DIRECTOR
DIRECTOR

3
 EXECUTIVE SUMMARY
(mer)Maids by the Bay is a company founded with family in
mind. The owners aim to ingrain themselves in the Baldwin
County community by continuing to make it easier for
community members to live a clean and organized life.

(mer)Maids by the Bay was established on February 23, 2018,

and its owners have been working hard to expand the business
and continue to be a competitor in this saturated market.

While the owners of (mer)Maids by the Bay continue to work

hard and succeed in booking appointments, they face a
challenge that every new business faces: recognition and brand
loyalty. Without these two things, (mer)Maids by the Bay has
and will continue to have trouble maintaining repeat customers
in the Baldwin County area.

The first objective Clear View agency has developed for this
campaign is to increase the company's clientele by 20%
between January 2019 and January 2020. The second objective
developed for this campaign is to gain 1,000 social media
followers between January 2019 and January 2020

Drawing from agency research, Clear View has determined two

key publics and developed multiple tactics to help reach those
publics and achieve the aforementioned objectives.

4
 BACKGROUND

(mer)Maids by the Bay (Mermaids) of Baldwin County, AL is a

residential and commercial cleaning service. Mermaids was
established on February 23, 2018, by Breanna Gannon and Mary
Holcombe.

Services include cleaning of residential houses and apartments,

commercial and special event venues in Baldwin County.
Mermaids offers three cleaning packages: "Baysic," "Deep Sea" and
"Sailing In or Out." Mermaids has serviced 144 homes in the
Baldwin County area since their founding. The company's values
include personal touch, efficiency and trustworthiness. (mer)Maids
by the Bay seeks to obtain consistent revenue as well as create
brand recognition and web presence.

(mer)Maids by the Bay has fierce competition in Mobile and

Baldwin County. To be competitive with other local cleaning
services, Clear View suggests utilization of the tactics outlined in
this plan.

(mer)Maids by the Bay is a new company, but it already has many

strengths. Clear View aims to instill the marketing and public
relations skills to continue to build a successful business.

5
SITUATION ANALYSIS
CORE PROBLEM: LACK OF BRAND
RECOGNITION AND WEB PRESENCE

RELIABLE,
S FRIENDLY,
PERSONABLE

LACK OF WEB
W PRESENCE

NEW MARKETING
TECHNIQUES AND
O UTILIZATION OF NEW
SOCIAL MEDIA PLATFORMS

OLDER, ESTABLISHED
T COMPETITION IN THE AREA

6
SECONDARY RESEARCH
CLEANING INDUSTRY OVERVIEW

NATIONAL
COMPETITORS

THE MAIDS, TWO MAIDS &

U.S. & CANADA
(EST. 1979)
- Residential, Fall & Spring, Moving, Same Day
cleaning offered
- Multiple technicians per house
- Cost range $100 - $150
- Only cleaning service endorsed by Mr. Clean
A MOP, US
(EST. 2003)
- Time Based, Deep, Move In/Out, Touch Up,
Premium cleaning offered
- Two technicians per house
- Pay For Performance Payment Plan allows
customer to review the job on a scale of 1-10 and
will directly determine  the compensation level
for the maids assigned to the home.

LOCAL
COMPETITORS

MAIDS À LA MODE
SWEET HOME CLEANING,
BALDWIN COUNTY, AL
BALDWIN COUNTY, AL
(EST. 2012)
(EST. 2010)

- Residential, Commercial and Natural

- Residential: Deep, Basic, Move In/Move Out
cleaning offered
cleaning offered
- Two cleaning technicians per house
- Average Cost: $102
- Specials offered: $35 off deep cleaning or $15
- Specials offered: 10% loyal customer discount
off regular cleaning (New Customers Only)

7
SECONDARY RESEARCH
INDUSTRY RESEARCH
Simmons research on the industry shows the demographics
of clients in Baldwin County to be:
Married couples with college degrees
45 years old or older
It is most popular with people of higher than
average wealth looking for a little more free time –
especially in two-income households

MARKET RESEARCH
Simmons Research on the industry shows the demographics of the
industry to be:
Females, 30 - 45 years old
Married
College Graduates
Annual Household Income between $45,000 - $55,999
Has at least two children
Lives in Residential Homes/Neighborhoods
Hates to clean, but desires a clean home

AUDIENCE SEGMENTATION IN AL
Simmons Research on the state of Alabama shows the demographics
of the industry within Alabama to be:
High school graduates
Income between $75,000 - 100,000
Three-fourths are social media users

8
PRIMARY RESEARCH

105 SURVEY
RESPONDENTS

89% FEMALE
92% CAUCASIAN
30% BETWEEN
35-45 YEARS OLD

9
 KEY PUBLICS

Jennifer
Caucasian, aged 35-44
Married with 1-2 children
HHI of $70,000 - $90,000

Bill & Karen

Caucasian, aged 45-54
Married, empty nesters
HHI of $100,000+

10
CAMPAIGN GOAL

INCREASE BRAND
AWARENESS OF
MERMAIDS BY THE BAY

11
 OBJECTIVES

TO INCREASE COMPANY’S
#1 CLIENTELE BY 20% BETWEEN
JANUARY 2019
AND JANUARY 2020.

TO GAIN 1,000 SOCIAL

MEDIA FOLLOWERS
#2 BETWEEN JANUARY 2019
AND JANUARY 2020

12
STRATEGIES & TACTICS
Objective 1:
To increase the company's clientele by 20% between
January 2019 and January 2020

Strategy 1: To use traditional media and promotional items

Tactics for the above strategy include:
Door hangers with a referral card and
suggestion for a review on them
TV spot on Studio 10
Nomination for the Mobile Bay's 40
under 40 spot
Promotional Items

Objective 2:
To gain 1,000 social media followers
between January 2019 and January 2020

Strategy 2: To cultivate a strong, consistent online presence

Tactics for the above strategy include:
Consistent Social Media Posting 5x A Week
Boosting Facebook Posts
Paid Facebook Ad
Monthly Mermaid Monday Contest
(FIN)ally The Fifteenth Contest
Instagram
Social Media Influencer

13
 BIG IDEA

TURNING SUNKEN
SHIPS INTO
TREASURE TROVES

14
PRIMARY MESSAGE

(mer)Maids by the Bay is a local

cleaning service that focuses on
trustworthiness and efficiency and has
a passion for cleaning. Mermaids By The
Bay treats all of their customers like
family and cannot wait to show you how
stress free having (mer)maids can be!

SECONDARY MESSAGE

When you choose (mer)Maids by the

Bay to clean your home you get a
group of people who have a desire
to make your life easier and
provides the results you need.

15
 PUBLIC RELATIONS
STRATEGY & TACTICS
Objective 1 :
To increase company's clientele by 20% between
January 2019 January 2020.

Strategy:
Use Traditional Media and Promotional Products

Tactics
1 - Studio 10
2 - Promotional Products
3 - Door Hangers
4 - Mobile Bay 40 under 40

16
 TACTIC 1
TARGETING BOTH KEY PUBLICS

STUDIO 10
84% of survey respondents
regarded television as their
main traditional media source.
(mer)Maids by the Bay will
have a two to four minute spot
on Studio 10 showcasing
the services offered
and the background
of their company.

Why Studio 10?

Over 75% of the Studio 10

audience is women and men
ages 35-50,with a household
income of $50,000 to $100,000.
This reflects our key publics,
Jennifer, and Bill and Karen. This
allows the public
to get a more personal feel
for the owners,
while engaging with a
familiar platform.

17
 TACTIC 2
TARGETING BOTH KEY PUBLICS

PROMOTIONAL PRODUCTS
Currently, Mermaids
leaves small gifts at their
clients’ houses for a personal
touch. Moving forward, the
gift will be a promotional pen
or a refrigerator magnet,
giving a more consistent
touch of love from
(mer)Maids by the Bay.

This pen will be attached to the door

hangers left at each customer's house
and the magnets will be left for new
clients. Using these promotional
products increases word of mouth for
(mer)Maids by the Bay. Purchasing
pens with a logo on them offers a
product useful to everyone, while
promoting their business in a small
yet effective way. The magnet is an
item that clients will be see every
time they walk into their kitchen.

18
 TACTIC 3
TARGETING BOTH KEY PUBLICS

DOOR HANGERS

A door hanger will

be left at every house
or business after cleaning.
On the front there is a thank you
statement and a suggestion to leave a
review on review sites such as Angie's
List and Yelp.

To refine and simplify the referral

program, there will be a referral
card located in the back of the
door hanger. This allows current
customers and the referral friend
to receive $10 off their next
cleaning.

19
 TACTIC 4
TARGETING BOTH KEY PUBLICS

MOBILE BAY 40 UNDER 40

Mobile Bay Magazine has a

audience of 34-55, directly
matching up with both of
our key publics.

Mermaids by the Bay is a

company that is focused on
community and currently they
do not have a strong hold on the
community they reside in.

This tactic consists of Breanna, the owner

of Mermaids by the Bay, being
nominated for the Mobile Bay Magazine's
40 under 40 edition. Being selected for
this edition gives locals a chance to read
about Breanna and all she has
accomplished at a young age.

20
SOCIAL MEDIA STRATEGY
& TACTICS
Objective 2 :
Improve company’s web presence by gaining a
minimum of 1000 followers collectively on social
media platforms between January 2019 and
January 2020.

Strategy:
Cultivate a strong and consistent
online presence

Tactics
1 - Facebook
Consistent Social Media Posting 5x A Week
Boosting Facebook Posts
Monthly Mermaid Monday Contest
(FIN)ally The Fifteenth Contest

2 - Facebook Ad - Promotional video

3 - Instagram
4 - Social Media Influencer

21
 TACTIC 1 - FACEBOOK
TARGETING BOTH KEY PUBLICS

CONSISTENT SOCIAL MEDIA

POSTED 5X A WEEK
Social media will reflect the Big Idea by creating catchy and fun
mermaid sayings (See Appendix for examples).
Being consistent with social media posting is imperative for
audience engagement

BOOSTED POSTS
Mermaids By The Bay will boost Facebook posts two
times a week with projected calculations reaching over
a thousand people in the target areas of Spanish Fort,
Fairhope and Daphne.
MONTHLY MERMAID MONDAYS
On the first Monday of every month, Mermaids by the Bay will have a
Facebook contest. People need to like the Facebook page, share the
post on their Facebook profiles and tag three friends in the comments
of the post for their name to be entered into the contest. A random
winner will be chosen and their prize will be determined by a spinning
wheal with different discounts on it. This tactic is a continuation of the
Mermaid Monday contests Mermaids By The Bay previously provided.

(FIN)ALLY THE FIFTEENTH

On the 15th of every month there will be a contest for clients who
have left a review of Mermaids By The Bay’s services on either,
Facebook, Yelp or Angie’s List. Their names will be put in a
drawing and a winner chosen at random, to receive a prize or
discount from the spinning wheal.
22
 TACTIC 2 - FACEBOOK AD
TARGETING BOTH KEY PUBLICS

FACEBOOK AD

A Facebook ad is necessary for this campaign to

reach a large target audience online and reach a
prospective 2,400-7,200 people daily. The
Facebook ad will start on December 1st, 2019 and
end on December 26th, 2019. The ad will focus on
the big idea of Turning Sunken Ships Into Treasure
Troves for the holiday season.

23
 TACTIC 3 - INSTAGRAM
TARGETING JENNIFER KEY PUBLIC

CREATE AN INSTAGRAM
ACCOUNT

Expanding Mermaids by The Bay’s social media

presence to Instagram is crucial. Having the effect of a
large and dynamic audience like Instagram to support
their new message is perfect for the type of service
Mermaids provides. Instagram has 1 Billion monthly
active users as of June 2018 (Instagram: active users
2018). Of the 1 Billion people, 51% are in the 30 - 64 age
group (U.S. Instagram reach by age 2018 | Statistic). A
single social media platform is not enough to build a
company’s reputation. On Instagram, clients will be able
to visualize the work ethic and services that Mermaids
by the Bay delivers.

24
 TACTIC 4
SOCIAL MEDIA INFLUENCER
TARGETING BOTH KEY PUBLICS

I AM ALWAYS ASHLEY
INSTAGRAM - @_IMALWAYSASHLEY
8,592 FOLLOWERS
FACEBOOK - ASHLEY DANIELLE
2,593 FOLLOWERS
WWW.IAMALWAYSASHLEY.COM

Ashley Flores is a local blogger, author, and social media

influencer in Mobile, Alabama. Having her review
Mermaids by the Bay's cleaning service on her personal
blog and social media will help the company reach her
audience. Through our survey and research, word of
mouth was a key indicator for how people hear about
and are willing to trust cleaning companies. Ashley's
blog can give credibility to Mermaids by the Bay, by
showing it's a trusted company. Instead of payment for
the blog, Ashely has requested an exchange of services.
Mermaids By The Bay will clean her home for free and
Ashley will then write a blog on their service.

25
 CALENDAR
The campaign is based on a 13-month flight. It will run January
2019 to January 2020. The campaign starts with Facebook ads
through the month of January 2019. These ads will focus on the
big idea of turning sunken ships into treasure troves for the
New Year. On Facebook and Instagram, the company will post
five times a week throughout the year. Two days a week
throughout the year, Facebook posts will be boosted to help
with brand recognition and increase impressions.

The distribution of promotional products will occur

throughout campaign. Promotional products such as
refrigerator magnets will be distributed to every new client’s
home and pens will be distributed after each cleaning. In
addition, door hangers will be left on every client’s front door,
new and old, throughout the year.

Mermaids by the Bay will appear on Studio Ten on Monday,

March 25, 2019, the first day of spring, in a two to four minute
long segment. This segment will be aired while spring
cleaning is on the mind of many clients.

One of the owners of Mermaids by the Bay will be nominated

for the Mobile Bay Magazine's 40 under 40 edition.
This will take place in December 2019 and January 2020.

26
COMMUNICATION CONFIRMATION

27
 BUDGET
The overall budget for this campaign is $2,400. After implementing each of the tactics
outlined below, the total budget would come to $1,620 which would allot $780 for
contingencies.

Clear View has calculated a social media budget of $520. This number results from
spending $10 a week for 52 weeks to boost Facebook posts. This tactic will help Mermaids
by the Bay get more exposure on their most popular platform thus far. This will aid with
brand recognition. Statistically speaking, the more impressions a company can make on
their target audience, the more likely they are to remember the brand.

In primary research Clear View conducted, 84% of survey respondents said television is
their main source of traditional media. In response to this, Clear View advises purchasing a
one-time spot on Studio 10. This spot will air from 8:40 AM to 8:44 AM on Monday, March
25, 2019 with a focus on spring cleaning. This spot will cost the company $500.

One of the opportunities that Clear View observed is to incorporate promotional items into
the “personal touch” process that the company currently employs. The company currently
leaves a small gift at each client’s residence. Rather than leaving something random, Clear
View is suggesting that Mermaids by the Bay leave promotional pens. These pens would be
left at each residence with a door hanger. To start, Clear View suggests purchasing 400 of
these pens which would cost the company $145.

In order to increase the number of reviews that Mermaids by the Bay receives, Clear View is
suggesting a door hanger. This will be placed on the door handle of each client's house
following a cleaning. A  promotional pen will be included, and the pocket on this hanger
will feature a referral card that encourages clients to leave a review. To start, Clear View
suggests purchasing 500 door hangers which would cost the company $60.

In addition to the promotional pens, Clear View is suggesting promotional refrigerator

magnets to be left at each new client’s residence. A refrigerator magnet is something that
the client will see each time they walk into their kitchen. Their guests will see this product
as well. This will boost the number of impressions for the company which will lead to more
inquiries from potential clients. To start, Clear View suggests purchasing 200 refrigerator
magnets which would cost the company $45.

Lastly, Clear View suggests taking advantage of Facebook ads. The company’s strongest
following exists on Facebook. Boosting posts will help engage this following as possible for
the company. Clear View suggests running Facebook ads from January 1, 2019 until January
31, 2019. This will cost the company $350.

28
 BUDGET
Facebook Ads
21.6%

Social Media-Boosted Posts

32.1%

Refrigerator Magnets
2.8%

Door Hangers
3.7%

Promotional Pens
9%

Studio 10
30.9%

29
 EVALUATION
Measuring (mer)Maids by the Bay's success

Overall Goal: Increase the brand awareness of

Mermaids by the Bay.

Objective 1: To increase company's clientele by

20% between January 2019 and January 2020.
Tool: Mermaids utilizes traditional media and
promotional products.
Measurement: "How did you hear about us?" will
be added to the consultation sheet Mermaids
gives new clients.

Objective 2: Improve company's web presence by

gaining a minimum of one thousand followers
across social media platforms between January
2019 and January 2020.
Tool: Creation of Instagram account and schedule
and boost Facebook posts.
Measurement: Number of followers and social
media analytics from start of campaign will be
compared to end of campaign.

30
APPENDICES

31
APPENDIX 1
Social Media Posts
APPENDIX 2
Facebook Ad
APPENDIX 3
Door Hanger
APPENDIX 4
Promotional Products