Marketing Proposal
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TOUCHSTONE4-CreateaMarketingProposalPrinciplesofMarketingSophiaLea.pdf
MarketingProposalforCover-to-CoverBookstore.pdf
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Marketing Proposal for Cover-to-Cover Bookstore
“Discover Your Story at Cover-to-Cover Bookstore!”
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Marketing Proposal for Cover-to-Cover Bookstore
Cover-to-Cover Bookstore is celebrating its tenth year in New York City! Located
in a busy part of Manhattan, the bookstore is home to avid readers, creative artists,
coffee lovers, and remote workers who find a quiet spot on one of the five floors filled
with nooks and crannies, books, paintings, and curiosities. The bookstore owner has
requested proposals from local university students who would like an internship at the
bookstore working with the Manhattan creative agency whose principal loves the store.
The owner realizes that they need to take a more strategic approach in marketing
to ensure that the community knows the quality of its offerings is unmatched in the area.
Some of the events the owner would like to prioritize for the marketing are artist paint-
ins, new author release parties, and historic fiction readings with characters in costume.
The bookstore is also increasing its Wi-Fi and technology offerings for remote workers
and adding rooms that can be rented by digital nomads who would like to access a
conference room, advanced technologies for client meetings, and shared workspaces.
Campaign Objective
The marketing campaign objective identified for this proposal is informative. The
campaign theme will be “Discover Your Story at Cover-to-Cover Bookstore!” Stories of
influencers in Manhattan that love the bookstore will be featured, including the policy
leaders of New York City, celebrity authors and artists, and entrepreneurs and
philanthropists. Each story will feature the influencer’s favorite book, art, and story about
their experience with Cover-to-Cover Bookstore that will be published as a short story
book to be given away at the open house.
Target Audience
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The target audiences for the informative campaign are those who want to
experience their stories at Cover-to-Cover Bookstore. The segmentation criteria for the
target audience will be based on three main criteria as prioritized below.
1. Influencers in Manhattan that love the bookstore and visit regularly
2. Those who are passionate about independent bookstores and want to
“Discover Your Story at Cover-to-Cover Bookstore!”
3. Those who work, live, and play in Manhattan, New York City
The segmentation criteria focus on psychographics and geographics rather than
demographics. Each village in Manhattan has its own groups of individuals that are
diverse in a multitude of ways, which makes it nearly impossible to segment on age
alone. The creative strategy will be adapted to address each of the target market
segments.
Content Strategy
The “Discover Your Story at Cover-to-Cover Bookstore!” campaign will have
three elements that will address each of the three segmentation priorities.
1. First, the campaign will showcase influencers in Manhattan that love the
bookstore and visit regularly. Marketing will feature photos of policy
leaders of New York City, celebrity authors and artists, and entrepreneurs
and philanthropists. Images and stories that share how influencers have
enjoyed previous artist paint-ins, new author release parties, historic
fiction readings, and remote workspaces will be featured. Each campaign
element will be designed using period art that represents the specific
genre or art time period they enjoy most.
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2. Second, the campaign will attract those who are passionate about
independent bookstores and want to “Discover Your Story at Cover-to-
Cover Bookstore!” This element of the campaign will be designed like a
treasure map that lays out the various stories, bookcases, time period
rooms, and newly designed themed workspaces and conference rooms.
For example, one ad will be designed to showcase how the conference
room can be used to host “high tea” for a creative client meeting.
3. Third, the campaign will focus on providing directional hints to find the
bookstore for those who work, live, and play in Manhattan, New York City.
New Yorkers like directions from the Subway, village centers, and major
parks, so the campaign will promote the new bookstore app that will
provide directions to the store from wherever they are located. When an
individual downloads the app and visits the store, they will receive a code
for a free book and coffee.
The owner plans to hire a small, independent marketing boutique to design its
campaign, pretest its content with each market segment, and post-test the content to
measure the campaign effectiveness. The pretest will allow individuals to provide input
into the ads and content, while the post-test will use unaided recall to determine if the
defined market segments recall the ads and if they responded favorably.
Digital Marketing
The campaign will use digital marketing tools to address each of the marketing
segments as shown below.
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1. Influencers in Manhattan that love the bookstore and visit regularly will
receive content marketing and email marketing through the app and
website. These individuals will learn about the app when they visit the
store and will receive a free book and coffee the first time they download
the app in-store. They will also receive mobile push alerts throughout the
campaign, especially for the special events. The goal for this digital
marketing segment will be customer satisfaction and stabilization of sales
volume.
2. Those who are passionate about independent bookstores and want to
“Discover Your Story at Cover-to-Cover Bookstore!” will receive content-
based digital marketing when they visit independent bookstore websites
and social media. They can also review the “Readers’ Riot!” blog and
online forum to learn about the bookstore. The goal for this digital
marketing segment will be spreading of information and stimulation of
demand.
3. Those who work, live, and play in Manhattan, New York City will be able to
receive email marketing if they have opted in to the city’s “Manhattan on
the Move” event-based social media. This opt-in list has over one million
active users! The goal for this digital marketing segment will be the
spreading of information, stimulation of demand, and managing cost of
customer acquisition.
Budget Approach
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The “Discover Your Story at Cover-to-Cover Bookstore!” campaign will utilize an
objective and task method of budgeting in phases as prioritized below.
1. Influencers in Manhattan that love the bookstore and visit regularly will be
allocated approximately 50% of the total marketing campaign budget.
Since the goal for this digital marketing segment will be customer
satisfaction and stabilization of sales volume, the bookstore will work to
achieve an 80% customer satisfaction level with the campaign and an
additional $100,000 in sales from existing customers for the first month of
the campaign when events begin.
2. Those who are passionate about independent bookstores and want to
“Discover Your Story at Cover-to-Cover Bookstore!” will be allocated
approximately 35% of the total marketing campaign budget. Since the goal
for this digital marketing segment will be spreading of information and
stimulation of demand, the bookstore will work to achieve a 50% level of
unaided recall from those who are active users on the “Readers’ Riot” blog
and New York Metro Area Independent Booksellers website and $50 in
sales per new customer from these media sources in the first month of the
campaign when events begin.
3. Those who work, live, and play in Manhattan, New York City will be
allocated approximately 15% of the total marketing campaign budget.
Since the goal for this digital marketing segment will be spreading of
information, stimulation of demand, and managing cost of customer
acquisition, the bookstore will work to achieve a 25% level of unaided
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recall from those who are first-time visitors and $25 in sales per new
customer from this media source in the first month of the campaign when
events begin.
The objective and task budget approach will be critical to Cover-to-Cover
Bookstore to achieve its reach and frequency goals. The bookstore will host weekly
events in the first month of the campaign, and staff will be providing QR codes at each
event that link to a digital survey that asks individuals to provide their personal
information, how they heard about the event, and offers them a special gift for their
submission. This will allow the bookstore to track event attendance, document specific
information about media use and customer acquisition, and establish a long-term
relationship with each individual.
The owner of Cover-to-Cover Bookstore will continue to work with the creative
boutique agency for six months and then evaluate its budget concerning reach and
frequency. A nice benefit to the partnership is that the agency principal will set up an
office in the bookstore to ensure that the owner implements new customer relationship
management software that supports all the data collection, marketing analytics, and
ongoing brand building that the owner would like to achieve. The agency principal will
be the first influencer featured in “Discover Your Story at Cover-to-Cover Bookstore!”
TOUCHSTONE4-CreateaMarketingProposalPrinciplesofMarketingSophiaLea.pdf
Touchstone 4: Create a Marketing Proposal
SCENARIO: Somethin’s Brewin’ Cafe has made it through its first year… and it
has been incredibly successful! The owner has decided to expand the business
by opening a second location in town in the busy downtown area. A downtown
sandwich shop recently closed so the owners could retire, but the location is
perfect to meet the needs of busy professionals, students from the local
university, and families who take time to visit the shops, museums, and ongoing
events downtown. Now, Somethin’s Brewin’ Cafe has taken over this spot as its
second location.
The owner realizes that they need to take a more strategic approach to
marketing to ensure that the community knows that the quality of service and
fresh, organic offerings at the original uptown location will be duplicated in the
downtown location. In other words, they need a marketing plan. The owner
realizes that they need to remain very focused so that they don’t spend too
much of their funds on promotions that will not grow the business, so they have
hired you to help implement a marketing plan.
ASSIGNMENT: Your task is to prepare a detailed proposal that synthesizes and
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UNIT 4 — TOUCHSTONE 4: Create a Marketing Proposal
-/150
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applies principles of marketing to help the owner achieve their goals. Your
proposal will be 6-8 pages and it must include the following content areas:
Campaign Objective
Target Audience
Content Strategy
Digital Marketing
Budget Approach
� Download an example Touchstone.
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A. Directions
Refer to the lists below throughout the writing process. Do not submit your Touchstone until it meets these guidelines.
Step 1. Consider the Proposal Objectives
The owner has made some decisions about advertising for the second location. She wants to encourage downtown consumers to come in and try a free specialty item with a purchase. Another goal is to convince consumers to download the new
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Somethin’s Brewin’ app to earn points on every purchase and get free delivery within five miles of the downtown location. It will be important to get in front of as many consumers as possible to incentivize them to come into the cafe for the coffee, baked goods, soups, and sandwiches that have made Somethin’s Brewin’ a local favorite.
Step 2. Create Proposal Document
Use a Microsoft Word or Google Document to outline and organize your proposal by considering the information below and responding to the prompts in each section.
Creation of a Campaign Objective
The campaign objective will serve as the foundation for the campaign strategy, tactics, and metrics as you continue to develop your proposal. Respond to the following prompts:
Which objective would be appropriate for the new location’s advertising?
Choose from: informative, persuasive, comparative, or reminder advertising.
Write out the campaign objective.
Provide rationale for your recommended advertising objective. Your rationale
should explain why your choice of the campaign objective supports the goals of
the owner of Somethin’s Brewin’.
Analysis of Target Audience
The owner has stated that the target audience for the downtown location is based on their proximity to the new Somethin’s Brewin’ Cafe. Respond to the following prompts:
Describe why it would be important for the owner to develop a customer profile
that characterizes consumers in terms of:
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their proximity to the downtown location
their reason for visiting the café
what experiences they might be having before their visit
what factors might motivate them to use the app to learn about and order
from Somethin’s Brewin’
How could the target audience be described based on demographics?
How could the target audience be described based on psychographics?
Do you recommend using a push or pull strategy to meet the campaign
objectives? What reasons would you have for choosing a specific strategy?
Design of Content Strategy
Considering your recommended campaign objective, it is time to design the message content. Respond to the following prompts:
Discuss how you will design a campaign that will do each of the following from
the 5A framework:
create awareness of the new location
appeal to those in the downtown location
ask consumers to try Somethin’s Brewin’
create a desire in consumers to act on their interest in the café
convince consumers to advocate or recommend that others try the new
location
How would you pretest the content to ensure that it resonates with consumers?
In other words, how will you put the content in front of the target customers to
ensure that the messaging is clear, compelling, and likely to advance the
business toward improved outcomes?
Consider the objective you have established for the advertising, as well as what
the owner would like to achieve from their new location. How would the owner
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measure the effectiveness of digital marketing using post-testing approaches
such as aided recall, unaided recall, attitude tests, or sales tests?
Digital Marketing Recommendations
Respond to the following prompts:
Pick three digital marketing tools and recommend how the owner should use
each of these in a campaign:
content marketing
online video marketing
email marketing
social media marketing
website marketing
blogs and online forums
mobile marketing
Describe how each of the three tools you chose will accomplish one or more of
the following outcomes:
spreading of information
stimulation of demand
customer satisfaction
stabilization of sales volume
managing cost of customer acquisition
Budget Approach Recommendations
Consider the digital marketing tools you recommended for the campaign. Now you need to recommend a budget approach for the new Somethin’s Brewin’ location. Respond to the following prompts:
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Recommend which budget approach the owner should use:
percent of sales
all you can afford
return on investment (ROI)
competitive parity
objective and task
Describe how the budget approach you recommend supports the reach and
frequency needed for the first six months.
Step 3. Submit Your Touchstone
Review the Rubric and Requirements (below) to confirm your Touchstone is ready to submit. When you're ready, submit your completed Touchstone using the blue button at the top of this page.
B. Rubric
Advanced (100%)
Proficient (85%)
Acceptable (75%)
Creation of a Campaign Objective Proposal effectively develops a campaign objective. (20%)
A comprehensive campaign objective that clearly supports the goals of the owner is described. A clear choice and rationale for the advertising objective is provided.
A comprehensive campaign objective that supports the goals of the owner is developed. A rationale for the advertising objective is provided.
A campaign objective that supports the goals of the owner is developed. A rationale for the advertising objective is provided but limited.
Analysis of Target Audience Proposal effectively analyzes the target audience. (20%)
A comprehensive analysis of the target audience clearly discusses components of the customer profile,
A comprehensive analysis of the target audience clearly discusses components of the customer profile,
An analysis of the target audience identifies some components of the customer profile,
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including demographics and psychographics. A clear choice of a push or pull strategy is identified and supported.
including demographics and psychographics. A push or pull strategy is identified and supported.
including demographics and psychographics. The choice of a push or pull strategy is identified with limited rationale.
Design of Content Strategy Proposal effectively designs a content strategy. (20%)
A comprehensive design of the content strategy addresses the 5A framework components. Pretesting and post-testing in content strategy are clearly identified and supported.
A comprehensive design of the content strategy addresses the 5A framework components. Pretesting and post-testing in content strategy are identified and supported.
The design of the content strategy addresses the 5A framework components. Pretesting and post-testing in content strategy are identified with limited rationale.
Digital Marketing Recommendations Proposal recommends appropriate digital marketing tools. (20%)
Comprehensive digital marketing recommendations linked to three tools that support the owner’s goals are clearly described. More than one outcome is linked to each of the digital marketing tools.
Comprehensive digital marketing recommendations linked to three tools that support the owner’s goals are clearly described. More than one outcome is linked to digital marketing tools.
Digital marketing recommendations linked to three tools that support the owner’s goals are described. One outcome is linked to each of the digital marketing tools.
Budget Approach Recommendations Proposal recommends an appropriate budget approach. (10%)
Comprehensive budget approach recommendations are clearly described and appropriate for the reach and frequency needed to accomplish the owner’s goals. Rationale for the selected budget recommendations is clearly provided.
Comprehensive budget approach recommendations are clearly described and appropriate for the reach and frequency needed to accomplish the owner’s goals. A rationale for the selected budget recommendations is provided.
Budget approach recommendations are described and appropriate for the reach and frequency needed to accomplish the owner’s goals. Limited rationale for the selected budget recommendations is provided.
Conventions Submission follows conventions for standard written English and meets requirements. (10%)
There are almost no errors in grammar, punctuation, spelling, and capitalization; all length and formatting requirements are met. Paper is at least a full 6 pages (not including title and reference
There are minor errors in grammar, punctuation, spelling, and capitalization that do not impede readability; length and formatting requirements are nearly met. Paper is at
There are frequent errors in grammar, punctuation, spelling, and capitalization that somewhat impede readability; length and formatting requirements are nearly met. Paper is a
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C. Requirements
The following requirements must be met for your submission to be graded:
Composition must be at least six pages (approximately 1,500 words), double-
spaced, with one-inch margins.
Use a readable 11- or 12-point font.
Composition must be original and written for this assignment and all writing
must be appropriate for an academic context.
Plagiarism of any kind is strictly prohibited.
Submission must include your name, the date, and the title of your composition.
Include all assignment components in a single .doc or .docx file.
pages). least 5 full pages (not including title and reference pages).
full 4 pages (not including title and reference pages).
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