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Market 33 Creative Pitch

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Our Trip to Market 33

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Campaign Objectives

Increase brand awareness among Amarillo residents
Increase social media presence and produce high quality content across all platforms
Build a more cohesive brand personality for Market 33
Utilize the campaign to drive store traffic especially during the holiday periods.

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Research

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Research Process

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Survey Results

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Survey Results

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Survey Results

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Brand Strategy

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Our Ideal Customer

Susan Smith

40-year-old woman with a husband and two kids
She is active on social media with Instagram and Facebook
She enjoys finding new recipes to cook for her family
Loves to support local businesses
One of her kids is gluten-free
Strives to make healthy meals for her family
Enjoys a good glass of wine or a trendy beer!

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Brand Positioning

To selective shoppers who want to be part of a connected community, Market 33 offers a place to discover what to eat and drink that provides local service with a wide variety of products.

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Brand Personality

Family-Oriented
Personable
Helpful
Genuine

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Brand Affiliation

Open minded individuals who don’t settle for your average shopping experience.

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Brand Vision

Redefining the local shopping experience.

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Creative

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Advertising Concepts

Print

Digital

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Radio

Television

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Social Media Strategy

Facebook Live- Q&As, New Product Showcase, Store Tour
Instagram Stories- This or That, Market 33 Bingo
Instagram Reels
IGTV

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Media & Promotions

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Media Plan Objectives

Increase overall brand awareness among Amarillo locals
Increase engagement on social media
Drive traffic to the store

Media Objectives

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Budget Breakdown

Budget was $48,000

Set aside $12,000 for production

More spending went into busier months

GriffinWink was given a budget of $30,000 a quarter or $120,000 a year. From where we are at in the year we decided to take over the last 2 quarters starting in June of this 12 month campaign, using the $60,000 left for both quarters we set aside $12,000 for production cost. During the upcoming 6 months we dedicated our budget across advertising on several different mediums (TV, Radio, Social media, and Spotify) with heavier spending on the busier months. These months as you will see in our flow charts are ones associated with holidays celebrated by the majority of Americans (Fourth of July, Labor day, Thanksgiving, and Christmas). Not only are these holidays associated with food and drinks that brings people to grocery store, but also we discussed with the creative director Rusty Griffin and knew that GriffinWink already increased their advertising around the holidays.

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Digital Media

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Traditional Media

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Social Media Flowchart

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Spotify Flowchart

Our target age demographic does typically listen to internet radio especially podcasts and because Spotify has such a wide podcast library, we felt this would be a great way to target our audience in a way that has the potential to be highly effective. With these ads we wanted to keep them consistent as to be a constant reminder to consumers however of course if we wanted to add more during busy months our budget could also be flexible.

We also decided to advertise on the radio (AM/FM stations) at the morning drive and evening drive times. The reasoning behind this is that our target demographic of 35-49 year olds are often in the car around these times driving two and from work and we felt this would be a good way to reach them. Advertising on radio specifically in Amarillo is among one of the cheaper options compared to our other mediums. We felt having 60 slots in the morning and evening each month would be about 4 times a day the advertisement was ran and would hopefully ensure our message was heard by our target audience at least once a day each month. This was the only form of advertising we did not increase or decrease spending based on the month.

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TV and Radio Flowchart

The TV strategy was focused more on targeting people watching evening programs with commercials we wanted to try to reach people during prime time as we know that many people do still enjoy watching TV with their families after work. We chose to spend a little more during the months of June, August, November, and December for both mediums because of the holidays that are around those months. Holiday programming receives a large viewership for these reasons this why we decided to spend more around these times.

We also decided to advertise on the radio (AM/FM stations) at the morning drive and evening drive times. The reasoning behind this is that our target demographic of 35-49 year olds are often in the car around these times driving to and from work and we felt this would be a good way to reach them. Advertising on radio specifically in Amarillo is among one of the cheaper options compared to our other mediums. We felt having 60 slots in the morning and evening each month would be about 4 times a day the advertisement was ran and would hopefully ensure our message was heard by our target audience at least once a day each month. This was the only form of advertising we did not increase or decrease spending based on the month.

We wanted to have radio ads because we know these people do take commutes in the morning dropping off their kids, going to work etc, so we thought this would be an advantageous opportunity to increase brand awareness. We also thought that radio ads would increase the chances of people coming into the store because they are hearing it while they are already in the car.

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Raffle Basket
Holiday Themed Promotions

In-Store Promotions

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Recipe Contest on Social Media
Submit Wine and Food Pairings
Food Pictures Social Contest

Social Media Promotions

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Amarillo Influencers

@livingspunky
@ashleeknichols

Influencers

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Thank You