Ben Franklin Anniversary Campaign: Promotional Plan
Summary
For my promotions class This report is a plan to promote Ben Franklin’s 50th anniversary by directly targeting moms, young women, and children in an advertising campaign using blog posts and some print newspaper ads from traditional advertising techniques to promote the organizations interest in increasing sales and profiting off untapped audiences. This campaign is ultimately solving the problems of struggling to stand out among competitors during their 5oth anniversary while profiting from the publicity of Redmond’s derby days to the back-to-school splurge at the end of summer by targeting moms. The themes this campaign will be using are centered around said audience as the goals of increasing awareness of Ben Franklin and promoting our deals and discounts. We will host events for kids to participate while parents shop measuring this will be through taking attendance and we will contrast against the sales we make.
Campaign Theme:
Our narrative theme will be something appealing to the whole family, events and promotions centered around mothers and by addition kids that will also help us appeal to a target audience while also building off our current audience. # KraftwithKids
Campaign Objectives
1.I think sales increase and art supplies purchased.
2. Increasing awareness of sales and deals
3. host events to promote the 50th anniversary of ben franklin
Campaign Message Profile.
Our Campaign themes center around giving mom’s more time, promoting our services, and getting kids into art.
Keywords • Kids color while you shop! Ben Franklin • Crafting hours gives mom and dad a break Ben Franklin Sip and sketch fun for the whole family at Ben Franklin.
I want to influence my audience to engage with Ben Franklin’s products and services. Campaign’s main salient points. Ben Franklin is a place where moms can get whatever art supplies they need. • Ben Franklin is family friendly • Ben Franklin offers discounts and sales on select items.
Customer Engagement Plan
1. Campaign timing and frequency: We will push it out over the summer to early fall since it’s when many places have their sales. This will also fit well because kids will be getting out of school and university students will be coming home. Later around august we will offer discounts to moms and teachers and ramp up the intensity in august and September for back to school.
2. Success metrics: ▪ We take attendance at these event nights for a metric of how many people are coming into the store. ▪ We look at increased number of purchases and sales made over summer.
3. Media platforms • Blog posts using paid channels to help promote the events with a mix of traditional advertising and use of the owned channels such as Instagram and Facebook to promote while partnering with local Redmond events would be the easiest way to promote.
