2. SET LIST
Executive Summary ... 3
Campaign Scope ... 4
Situational Analysis ... 5
I. Product and Brand
Variables ... 6
II. Competitive Analysis ... 7
III. Target Audience ... 8
Geography Infographic ... 9
Media Menu ... 10
3. Milennial Media Inc.
•Founded in 2000
•Stationed in ATX
•Millennial Media was founded in 2000 in Austin, Texas by a group of students dedi-
cated to creating synonymous and effective messages that make a
difference. We specialize in helping small local businesses expand and develop
nationally.
•Millennial Media provides clients with a rich understanding of their
consumers in order to cultivate effective communication in the future. Millennial Me-
dia achieves this goal by executing creative media decisions that help clients break
through the clutter. We look to internalize clients’ missions and business aspirations,
and through our extensive research and strategic
planning, we intend to make our clients proud.
Tabbi Loter - Account Director
Rides Bulls to Beethoven
Ashleigh Garza - Media Director
Watercolors to Garth Brooks
Callie Swift - Art Director
Does Needlepoint to Drake
Marissa Baurys - Social Media
Gardens to Metallica
Paula Novodvorschi - Media Buyer
Falls Asleep to Ed Sheeran
Ella Praisner - Public Relations
Bakes Cakes to Nirvana
2
4. Overview:
Danny Ray’s Music is a local
Austin music store passionate about
providing quality equipment and lessons to
people searching for their own musical voice.
The core values of fostering relationships
with the community and offering only the
best equipment makes Danny Ray’s store
experience welcoming and unique for each
new customer. A decade of growing success
in Austin has led Danny Ray’s to expand
their business into Seattle, Washington.
Danny Ray’s new out-of-state store will open
Friday, February 12, 2016 and is located in
the Old Ballard Shopping District of North-
West Seattle. Millennial Media has crafted a
strategic media plan to successfully launch
Danny Ray’s new store into the Seattle
marketplace.
Approach:
Using SimplyMap to find geographic
segmentation, and a mix of Claritas/PRIZM
and primary Survey Monkey results to
analyze those segments’ lifestyles and
competitive profiles, Millennial Media plans
to allocate all expenses accordingly. The
$55,000 budget will be used to enhance
Danny Ray’s social media presence,
encourage foot traffic, and establish brand
awareness of their new store location. During
the two weeks leading up to the Launch Date
and subsequent in-store events,
Millennial Media recommends using a heavy
online presence through Social Media
advertisements, local news related websites,
and radio. After the initial campaign launch,
Millennial Media recommends using out of
home media, sponsorships of local events,
and search engine marketing to maintain
consumer interest throughout 2016 and years
to follow.
Key Insights:
The target market consists of two
segments, “Urban Achievers” aged 18-351
and “American Dreams” aged 35-552
. While
both segments don’t represent the same
age groups, it appears Urban Achievers
likely transition into the American Dreams
segment. Striking conversation with Urban
Achievers early on can elicit brand
loyalty through the next stage of their lives.
In addition, segments share similar
progressive views, stay up to date on
news, frequent local coffee shops, and few
eventually get married or have kids.
Thorough analysis of lifestyles to the
selection of Urban Achievers and American
Dreams as Danny Ray’s target market.
Intended Results:
May 12th
·50% of the target market aware of Danny
Ray’s Music name
·Half of that aware market are familiar with
general store location
·An average of 100 store visitors per day
on weekdays Monday-Thursday
·An average or 150 store visitors on Satur-
days
December 31st
·Three in-store events, minimum of 300
attendees at each event
·Target awareness level raised 5-10%
·An increased average of 110 store visitors
per day on weekdays Monday-Thursday
·An increased average of 165 store visitors
per day on Saturdays
·An average of 200 new Social Media fol-
lowers on Facebook and Twitter
Conclusion:
Millennial Media has carefully crafted
a media strategy to successfully achieve
Danny Ray’s goal of not only establishing a
strong presence in Seattle, but also
maintaining and growing the brand in their
new location. This plan is intended to
flourish even after the three-month launch
period to ensure that Danny Ray’s Music
continues to prosper in the Seattle market.
1 Urban Achievers. 2015. https://www.claritas.com/MyBestSegments/Default.
jsp?ID=37&id1=1027&id2=31
2 American Dreams. 2015. https://www.claritas.com/MyBestSegments/Default.
jsp?ID=37&id1=1027&id2=29
EXECUTIVE SUMMARY
3
5. •We will look at our target
consumer’s responsiveness and presence
in various media platforms to discover
their advocacy and strength of word of
mouth. Millennial Media will encourage
Danny Ray’s Seattle customers to
interact with the brand by liking, sharing,
and positively reviewing the store across
varied shared media platforms.
Millennial Media has carefully crafted
a media strategy that will successfully
achieve Danny Ray’s goal of not only
establishing a strong presence in
Seattle, but also maintaining and
growing their brand in their new
location. We plan to measure the
success of this goal in terms of foot
traffic in Danny Ray’s Seattle store after
the first three months of operation.
•Millennial Media will educate
the Urban Achiever and American
Dreams segments about the Danny
Ray’s store name, Seattle location,
and grand opening. We will promote
Danny Ray’s extensive store offerings
and it’s distinct, passionate business
model. Millennial Media’s campaign
will familiarize half of our target
market with the Danny Ray’s name
and encourage brand recall among
our consumer. Of this group, 50%
will be familiar with the Seattle
location.
•We will compel our target
consumer to visit Danny Ray’s for
their music solutions by appealing to
the desire to support local
business. We look to drive local
Seattle in-store sales quickly to
establish the new store in the market
and keep the location open.
Millennial Media will use strategic
and innovative media solutions to
increase traffic counts in the Seattle
store to an average of 100 visitors/
day on Monday thru Thursday and
150 visitors/day on Saturdays.
CAMPAIGN SCOPE
4
6. Key findings for Target Market:
•People aged 20-39 represent 39%
of Seattle’s population creating a large
target market of young adults looking to
find their own voice.1
•Urban Achievers are 18-35 year old
urban renters and college
graduates whose media habits
include shopping at FedEx, reading comic
books and the NewYorker, and watching
soccer.2
Urban Achievers then grow up to
form the American Dreams.
•American Dreams are 35-55 year
old urban white collar homeowners-some
families or couples-whose media habits
include shopping at Kaiser Pharmacy,
visiting the zoo, reading the Tribune, and
watching E!.3
Of all Americans, 80% feel
that playing an instrument makes them
smarter.
1 Census Reporter. “Seattle, WA.” 2013. http://censusreporter.org/pro-
files/16000US5363000-seattle-wa/
2 Urban Achievers. 2015. https://www.claritas.com/MyBestSegments/Default.
jsp?ID=37&id1=1027&id2=31
3 American Dreams. 2015. https://www.claritas.com/MyBestSegments/Default-
jsp?ID=37&id1=1027&id2=29
Key findings for
Geographic Market:
•Music festivals
including Capitol Hill block
Party, Bumbershoot,
Macefield and others
overtake parts of Seattle
and surrounding
areas throughout the year,
which provides
the new store location with
partnership opportunities.
•Potential Customers live at most 15
minutes from Danny Ray’s Music’s new
store location.
•Old Ballard District’s rich history
and surplus of progressive minds cre-
ate an eclectic ambiance similar to
Austin where people explore, shop, live
and eat.
•With an average rainfall of 154
days each year in Seattle1
, people take
advantage of the days they do when
the weather is nice.
Key findings for Competition and
Media Outlets:
•There are four main competitors
in Seattle: Music & Arts, Emerald City,
Guitar Center, and Sonic Boom
Records.2
•Share of market for the
family-owned musical instrument and
supplies store segment is 65.7%. Guitar
Center dominates the rest of the i
ndustry3
.
•People in our zip-code don’t
respond well to commercials.4
1 Seattle Monthly Averages and Records. 2015. http://www.seattle.gov/
living-in-seattle/environment/weather/averages-and-records
2 Best Musical Instrument Store in Seattle, WA. 2015. http://www.yelp.
com/search?find_desc=Musical+Instrument+Store&find_loc=Seattle%2C+WA
3 Major Companies. 2015. http://clients1.ibisworld.com/reports/us/indus-
try/majorcompanies.aspx?entid=1082#OC
4 “Seattle is Smart”. 09/27/15. http://www.simplymap.com/esproxy.lib.
utexas.edu/index.html
SITUATIONAL ANALYSIS
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7. Products:
Acoustic/Electric guitars:
Breedlove, Lag, Yamaha, Fender, Orange, Knaggs, G & L, Reverend , Squier
Bass guitars
Breedlove, Fender, Yamaha, G & L, Reverend
Banjos/Ukuleles/Mandolins
Fender, Diamond
Amps
Fender, Vox, Orange, Blackstar, Morgan, Ashdown
Accessories
Guitar Strings (Fender), Cymbals (Sabian), mic cables (Fender), effects/sound ma-
chines, pedals/loops: ThroBak, Vox, Digitech
Percussion & Keyboards
Brand:
Family owned B&M company
established 2006/ the “Big Box Store
Alternative”
LLC (Limited liability Company)
Brand Personality:
Motto: “Helping others find their
musical voice”
Family oriented, laxed atmo-
sphere, emotional and mentoring
support, universal passion for music
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PRODUCT
&
BRAND
8. Music & Arts
Music & Arts is the largest music retailer and lesson provider in the state
of Washington with 13 storefronts. Music & Arts specializes in the sale and rental
of musical instruments, instrument repairs, and music lessons, especially for the
beginning and student musicians1
. Music & Arts also works with local schools and
music educators to service the music needs of schools. Our concern with Music &
Arts is their market share due to the amount of store fronts they have.
Emerald City Guitars
Emerald City Guitars was established in 1996 and has been established as
a nationally acclaimed vintage shop that caters to major artists and high profile
collectors from around the world. They have been featured in countless magazine,
newspaper, and industry features as a successful retail business and a favorite
stop for musicians and music fans from every walk of life2
. Our concern with
Emerald City Guitars is that they are well-known considering the features about
their store. They are a smaller shop like us, but their advantage is that they have
been in Seattle since 1996
Guitar Center
Guitar Center Seattle has been serving the Seattle community since 1997.
Guitar Center is known nationwide for big-store selection of products and
expertise3
. Our concern with Guitar Center would be that since they have a well-
known name many uninformed consumers will choose to go there as a first
resort. As a positive for Danny Ray’s Music, large stores such as Guitar Center
seem to be the center of terrible reviews from customers.
Sonic Boom Records
Sonic Boom Records is right around the corner from Danny Ray’s Music.
Sonic Booms Records opened in 1997, and they specialize in selling records.
Aside from records they also sell DVDs, collectible toys, and accessories for
musicians. Sonic Boom Records also host small in-store concerts4
. Our concern
with Sonic Boom Records would be that they sell something Danny Ray’s Music
does not sell. Some music lovers could have a big love for records, and we could
lose that business to Sonic Boom Records.
1 Music & Arts Add Six Washington Locations. April 25, 2014. http://mmrmagazine.com/91-upfront/1213-music-arts-adds-six-washington-locations.html
2 Our History. http://www.emeraldcityguitars.com/about/history/
3 Guitar Center. http://stores.guitarcenter.com/seattle
4 Store of the week: Sonic Boom, Seattle, WA. January 23, 2009. http://blog.lightintheattic.net/store-of-the-week-sonic-boom-seattle-wa/
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COMPETITIVE
ANALYSIS
9. Danny Ray’s Music is Seattle is going to appeal two major segments of
the population. The Urban Achievers who are lower mid income segment
mostly without kids. Many urban achievers are fairly fresh college graduates
and have not yet put down roots in homeownership. Meanwhile their older
counterpart of the community is the American Dreams’ segment. American
Dreams are a young and high mid income segment. They are highly educated
and a part of the white-collar workforce.
It is key to recognize the transition of many Urban Achievers into
American Dreams. Millennial Media believes using American Dreams as a
primary target market incorporates the aspirations of the Urban Achiever
category to attain a high standard in campaign performance.
It is relevant that of the Seattle population an astounding 22%
frequent specialty coffee shops on a regular basis. Reviews of these special-
ty shops near the new location of Danny Ray’s Music store infer the American
Dream segment coming out of their way to support local business, and
experience the wonderful history of the Ballard district. It is a place known for
music, intellect, and supporting local business.
Our target segment of 25-34 year old young Achiever’s and Dream’s
will appreciate Danny Ray’s for exactly what it is – a growing small business
that can attribute to the rich musical history of Seattle Washington.
8
TARGET
AUDIENCE
