"Not Your Average" Campaign Pitch Book

TUNE IN

NOT YOUR AVERAGE

MEDIA
PLAN

JUNE 2019
TO

DEC 2019

49

NALP AIDEMTIMELINE

NALP TNEVE June July Aug. Sept. Oct. Nov. Dec.

TV
Digital
Out of Home
Email
Brochures
Social Media

June July Aug. Sept. Oct. Nov. Dec.

Pride
Shred Negativity

Pop-Up Shops
You're a Work

of Art
Ambassadors

Floor Decals
Mirror Mirror

Concert

50

MEDIA
CHANNELS

Our campaign will consist of a mix of traditional, digital, and experiential executions so that
we can sufficiently meet our target at every possible contact point in their daily lives.

Reach our audience at home Our Audience Live experiences invite our
and out in the world through audience into the

television and out of home conversation and bring
advertising. them on this journey with

Traditional the Mall of America.

Experiential

Social Digital

Interact with our audience Email communications, Web Displays
on a more personal level and placed ads on Hulu connects us
through Facebook, with our audience through their daily
Instagram and Youtube.
media consumption.

51

BUDGET

BREAK
DOWN

52

53

54

TSOC NGIAPMAC At Glo Group, we spend what
is absolutely necessary to
achieve maximum results.
In order to obtain the best
returns for the Mall of
America, we estimate a total
campaign cost of 1.25 million
dollars. We are confident in
our estimate but always build
in a safety net for
potential additional costs.

We understand that not
everything will always go
according to plan so we find it
best to come prepared.

Total:

$1,246,505

of 1,500,000 max.

55

PHONE : +61 123 456 879 56

BRAND MARKETING COMMUNICATION PLAN

Evaluation and Measurement

What are we measuring? Post Testing

Effectiveness Recognition
Efficiency Recall

Optimization Attitudes
Accountability Sales

Measuring Post-Test Inquiries

E-mail interviews Concept Testing
Mall intercepts
Quarterly revenue reports One-on-one in-depth interviews
Document traffic at events
Evaluating digital and social These different measuring tactics will help us
media understand if we have achieved our marketing
objectives.
Utilize a service to track
our direct marketing 57
avenue and online
advertising and can
measure our impact.
Google analytics, SEO,
other social media tools
used for analytics.

WE

WILL YOU GLO
WITH US?

SEND A LIGHT
OUR WAY:

GLO GROUP

[email protected]

58

T HA NK
Y OU

PHONE : +61 123 456 879 59

Appendix

Bhat, A. (2018, August 16). Types of survey with Examples. Retrieved April 29, 2019, from
https://www.questionpro.com/blog/types-of-survey/amp/

Brandon, J. (2017, April 17). The Surprising Reason Millennials Check Their Phones 150 Times a
Day. Retrieved April 29, 2019, from https://www.inc.com/john-brandon/science-says-this-is-

the-reason-millennials-check-their-phones-150-times-per-day.html

Gillen, E. (2019, April 16). A Day in The Life of A Typical Millennial. Retrieved April 29, 2019,
from https://www.researchforgood.com/a-day-in-the-life-of-a-typical-millennial/

Jackson, C., & Lemay, M. (2018, February 13). Most Americans Experience Feeling Dissatisfied
with How Their Body Looks from Time to Time, Including Nearly Two in Five Who Feel This Way
Whenever They Look in the Mirror. Retrieved April 29, 2019, from https://www.ipsos.com/en-

us/news-polls/most-americans-experience-feeling-dissatisfied-with-body-looks-from-
time-to-time

Jiang, J. (2018, May 02). Millennials stand out for their technology use. Retrieved April 29,
2019, from https://www.pewresearch.org/fact-tank/2018/05/02/millennials-stand-out-for-

their-technology-use-but-older-generations-also-embrace-digital-life/

Kaplan, A. (2017, July 24). What if Mall of America Didn't Exist? Retrieved April 29, 2019, from
http://mspmag.com/shop-and-style/what-if-mall-of-america-didn-t-exist/

Lister, M. (2018, September 12). Music Consumption: Millennials and Gen Z Disrupt the
Industry. Retrieved April 29, 2019, from https://www.fluentco.com/resources/disrupting-

music-consumption/

Mall of America Presentation, Lecture 2, 2019

60

Appendix

“Minneapolis, MN.” Data USA, datausa.io/profile/geo/minneapolis-mn/.
Minnesota Population 2019. (n.d.). Retrieved April 29, 2019, from
http://worldpopulationreview.com/states/minnesota-population/

Orth, U., Erol, R. Y., & Luciano, E. C. (2018). Development of self-esteem from age 4 to 94
years: A meta-analysis of longitudinal studies. Psychological Bulletin, 144(10), 1045-1080.

Papandrea, D. (2019, January 22). A Movement, Not a Trend: The Power of Inclusive
marketing. Retrieved April 29, 2019, from https://insights.newscred.com/inclusive-marketing/

Reid, J. B., & Brown, V. R. (2018, March 14). Can't We All Just Get Along? Time for Inclusion &
Diversity. Retrieved April 29, 2019, from https://www.psychologytoday.com/us/blog/the-
social-brain/201803/can-t-we-all-just-get-along-time-inclusion-diversity

Schomer, A. (2018, September 12). News consumption habits are trending digital. Retrieved
April 29, 2019, from https://www.businessinsider.com/pew-nielsen-survey-news-
consumption-trends-digital-2018-9

Simmons Research. (2019). Simmons OneView (Spring 2019). Age 18-39-year-olds/ Shopping
at 1-25 different retail stores by consumer demographics (age and gender). Retrieved from
Simmons OneView database.

Welcome to The Body Positive. (n.d.). Retrieved April 29, 2019, from
https://www.thebodypositive.org/

61

Video Transcription

Clips from the interviews we conducted with our target market. We
compiled three responses to three different questions into a 50
second video. Below is the transcript of that content.

What does body positivity mean to you?
PERSON 1: “Being comfortable with yourself and not really holding yourself to

unrealistic or unhealthy expectations.”

What do you think of the term “plus size”?
PERSON 2: “I don't like the word “plus size” because size already infers a variety

of sizes. The addition of plus makes it sound like, despite your size we have
something for you.”

What do you think of the term “plus size”?
PERSON 3: “I think it’s kind of annoying that it’s its own separate section when it
could just be included, you know. I wouldn’t have a problem with plus size if it
was, like, treated equally, But it’s so different it’s such a different experience to

shop in a plus size section versus straight sizes. It’s really disheartening when
you go into a store and they tell you that they don’t carry your size or that you

have to order online because you’re not getting the same experience as
somebody else simply because you’re larger or wear a different size.”

62

Primary Research Survey

Survey Results can be viewed digitally at
z.umn.edu/glogroupsurveyresponses

63

64

65

66

67

68

69

PHONE : +61 123 456 879 70