A local business owner in Oxford Mississippi, Good Nutrition manager, Ms. Cynthia Bolden, asked for ideas to make her business prosper further in the Lafayette county community. Good Nutrition is an all natural supplement store and distributor of Nature's Sunshine products.

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GOOD NUTRITION
Analysis & Media Proposal
May 5th, 2015
Sarah Martin, Belle Pablo, Chance Taylor

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Table of Contents
Introduction 2
Market Analysis & Trends 3
Overview of Market 3
SWOT Competition and Marketing 5
Client Assessment 12
Media Plan 13
Media Promotion Strategy 16
Media Assessment 23
Media Budget 26
Store Design Suggestions 27
Conclusions and Suggestions 28
References 29

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Introduction
Good nutrition is an all-natural supplement business located in Oxford Mississippi. The
purpose of this analysis is to dive into how Good Nutrition, as a business, will be able to grow,
expand, and increase its customers and recognition. In order for Good Nutrition to establish more
recognition in its selected business market, their competition's strengths, weakness, opportunities
and threats must be examine. This market and media analysis will examine the characteristics
that each competitor has as well as Ms. Bolden’s business. The analysis will also establish
possible ways of increasing major foot traffic through the store by attracting more customers.
This will be established as a media plan in form of advertising and its intended use is to reach out
to more consumers in the Oxford area.
Good Nutrition overall business plan is to establish itself as a main competition in
Oxford’s health and nutrition market. The business intends to market not just its current
customers and current client age range, but consumers of all ages. Good nutrition is the only
local store that provides a wide variety of natural supplements. This analysis will show how that
will be crucial in the growth of Good Nutrition's business and how advertising can help the
Oxford community learn about how special Good Nutrition is.

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Market Analysis & Trends
Overview of the Market
In recent years, Americans have undergone a shift in lifestyle behaviors and have opted
for healthier choices. It is not news that a high percentage of Americans are overweight or
obese, but according to the USDA Office of Communications, the U.S. is exhibiting a change in
their attitude regarding food and overall nutrition. The same article also states that when it
comes to nutrition, price is not as important as the consumer’s health (USDA, 2014). This
suggests that consumers are willing to pay a premium on items that they perceive as healthy or
nutritonally relevant.
Living in the digital age that we do, Americans have access to more information
regarding nutrition and what they put in their bodies. This enlightenment has led to an increase
in the demand for healthy and nutritionally beneficial products, which has also led to an increase
in the health stores industry market. According to the industry analysis on IBISWorld, the health
stores industry has enjoyed a constant annual growth rate of 3.1% between 2010 and 2015
(IBISWorld, 2015). Considering past data, the health stores industry can expect a steady growth.
With the national growth looking so promising, it is fair to assume that the growth would
translate into the local Oxford economy as well. In the last few years, Oxford has seen an
unprecedented increase in business, and, more specifically, health related businesses. The local
nutrition store market consists of the big-box corporations like Walmart, CVS, and Walgreens,
which carry a wide variety of easily stocked supplements. It also includes local businesses such
as Good Nutrition, GNC, and Skinny’s, which carry more specific supplement stock and caters
to a client more concerned with customization, and more recently, a new set of competition has
come on the scene. Private distributors of brands like It Works! provide supplement care but with
the convenience of over the web ordering and home delivery. Customers only have to walk out
of their door to get the package off the porch.
Of late, customization of health supplements has been a trending topic and the
implications of combining the correct natural medicines can be astounding. According to the
article, Role of Medicinal Plants and Natural Products on Osteoporotic Fracture Healing,

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natural products can be taken as a part of a treatment program instead of the synthetic
prescription drugs. Due to the side effects, and often costs associated with prescription drugs,
doctors and patients have strayed away from synthetic drugs and opted for more natural
choices. One thing's for sure, with the internet opening up more direct links to relevant
information, consumers are taking a more hands-on approach when it comes to their health, and
with that, the health store industry can not only expect to be around for a while, it can expect to
sustain consistent and indefinite growth.
In conclusion, although the market for health care supplements is an active one,
there is still plenty of room for growth. Nationally, the health store industry has constant and
sustained growth, and locally, we can expect the same. Oxford is not an overly saturated market,
but there is healthy competition with big box stores like GNC and the more local businesses like
Skinny’s and the independent It Works! distributors. The technological age has allowed
consumers to better research what they put in their body, leading them to opt for the more
holistic approach. With a little consumer education about the side effects of pharmaceutical
drugs, the health supplement niche could expand exponentially, leaving Good Nutrition, and
other similar stores, in the prime position to benefit from the conversion. SWOT analysis of the
competition, as well as Good Nutrition, will allow us to analyze the potential competitive
advantage one has over the other, and determine areas for improvements so Good Nutrition can
take full advantage of the current and future market growth.

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Client Competitors & SWOT Analysis
There are several stores in Oxford that promote healthy lifestyles who we believe are
Good Nutrition’s competitors. These stores are Skinny’s Nutrition, GNC, and ItWorks (which is
also an independent distributor company). With this section we are comparing the strengths,
weaknesses, opportunities, and threats of Good Nutrition to its three main Oxford competitors.

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As for Good Nutrition, we believe it stands well with its competitors. It is a very unique
store to Oxford, and has the ability to grow within the community. Below is detailed information
containing what we feel the strengths, weakness, opportunities, and threats are for Good
Nutrition. Further down is a comparison between competitors.
Strengths:
 Good Nutrition is the only Nature’s Sunshine distributor in the entire Lafayette county
area.
 Personal client consultations and appointments for one on one services to better
understand the client’s personal issues to better their shopping experience.
 Higher customer retention rate due to personal service and attention to clients and
customers.
 With extensive knowledge over products and personal health issues Good Nutrition is
able to make conscious decisions to help customers based on their personal routines:
exercise habits, sleeping habits, eating habits etc.
What is the Good Nutrition good at?
 Good nutrition excels at their sales associate to customer shopping satisfaction, this is
done through one on one sales as well appointments to better understand and service the
client/customer. This creates a personal shopping experience where both the seller and
the Shoppe walk away with a positive experience. This leaves the customer/client much
happier getting the most out of their experience. In turn this helps the owner walk away
with higher sales, a repeated shopper and word of mouth positive review to others.
 Good Nutrition has a vast knowledge on all its products which helps contribute which
product is best suited to treat each individual. This product knowledge helps the customer
to better suit their personal health needs. Rather just giving them something that might
cover a general amount of health issues.
What do the community & participants/users perceive as Good Nutrition’s strong points?
 The community along with participants and users of Good Nutrition’s products believe
that the business strong points center on the avid use of high quality service. As most

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customers of any business believe that a strong quality shopping experience leads to a
higher probability that the customer will return to shop at the business again. As
perceived by the community and participants and users Good Nutrition excels in
supplying a strong shopping experience through their knowledge on all their products,
personal customer satisfaction in treating each customer differently as an individual
instead of any old consumer.
 The community and participants/users also find that the quality of the stores products are
very high and the outcome of their use is successful. So in simple terms the store sells a
great product that works for the individual.
 Being a smaller specialty store in smaller community helps create trust between the
Buyer and seller
Weaknesses:
What major competitive advantages might other supplements suppliers have over Good
Nutrition?
 Some major competitive advantages that other supplement suppliers will have over Good
Nutrition will include “Brand Names.” This will apply to both the suppliers of the
supplements as well as the well-known brand names of the supplements. Brand name
suppliers will include competitors like GNC, Herbalife at Skinny’s, and ItWorks, or even
supercenters that carry a wide variety of supplements.
 Location ties into a competitive advantage that other stores have over Good Nutrition.
This is mainly due to the fact that many consumers can achieve their “one stop shop”
experience at a supercenter. If an individual needs to get toothpaste and Band-Aids, the
health supplements will more than likely be on the same aisle if not the next, and due to
advertising and coupons readily available around all products, the idea and urge to simply
buy the health supplements and vitamins becomes easier.
 Other competitors, such as distributors with ItWorks, will have access to social media to
help expand their product information to draw in new customers who might not have any
experience or knowledge in shopping for health supplement products.

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What do other nutrition sellers do better than Good Nutrition?
 Some of the things that nutrition sellers do better than Good Nutrition is simply product
placement. Prime example is if a body builder shops at GNC to get his protein and next to
his protein is vitamins and a little sign that says if your taking this protein then take these
supplements for your muscles he will buy that and add on to his original purchase.
 Since other nutrition sellers are larger they have more access to social media and
advertising which in turn gives them a larger step up over Good Nutrition since we live in
a social media era.
What are the Good Nutrition’s major weaknesses?
 As we notice Good Nutrition’s major weakness simply are that it is a smaller specialty
store that has to compete against a market that is available in all pharmacies, groceries
and supercenters in Oxford.
 Its lack of advertising and social media production is another major weakness against
Good Nutrition., which also includes online sales
 At the moment only one person runs and operates Good Nutrition which makes
everything harder on that one person to conduct all the business.
 Good Nutrition is a smaller store in a location that is not known to everyone instead of
stores that people pass daily on Jackson Avenue
Opportunities:
What favorable environmental trends may benefit Good Nutrition?
 One of the biggest environmental trends that can benefit Good Nutrition is the ever
growing healthy living lifestyle. This lifestyle includes a large boom increase in exercise,
eating healthier and supporting smaller specialty health stores to purchase from where
sellers are knowledgeable of their products.
 Along with the population in Oxford growing and more people every day involving
themselves in a healthy living lifestyle more people look for more answers to what they
are getting out of the vitamins and supplements they are buying. This is a great
opportunity for Good Nutrition since one of its major strengths is providing better

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supplements that are not generic and having vast knowledge on all the products for the
consumer.
 This leads to a better experience for the consumer leaving them happy and knowledge on
their purchased products. This leads to more happy customers in a growing community
with a growing healthy lifestyle which will lead to word of mouth retailing, so an
expected boost in business for Good Nutrition
What are other nutritional supplement sellers doing in surrounding areas of our market?
 Other nutritional supplement sellers are beginning to carry products that Good Nutrition
carries and will begin to sell them at a lower price or sell them. These products have
catchy names and also include natural products, such as “It Works!” items, and are
beginning to become more desired by consumers.
What areas of business that are closely related to Good Nutrition are undeveloped?
 Developing relationships with local gyms or smaller health stores will greatly advance
the opportunity to help Good nutrition advertise its business and products and promote
healthy life style living.
 Relationships could be built with OPC specifically with the Activity Center. Advertising
such as flyers or cards could be left for customers to grab that attend classes at the
facility.
Threats:
What unfortunate environmental trends may hurt Good Nutrition in the future?
 One trend is peoples’ already established lifestyles, such as eating habits that are not
healthy, which is most people especially in our region of southern comfort food. Also,
can include loyalty to getting their health supplements from GNC, Skinny’s,
supermarkets, etc.
 Other environment trends will include only looking to advertising through social media
and only shopping online instead of specialty store of people going into Good Nutrition
asking for advice abusing the help and simply ordering offline for cheaper.

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Could technology have an impact on the Good Nutrition’s business?
 Yes, simply put we live in a day and age where technology is everything. And for Good
Nutrition technology can have pros and cons for the business.
 Pros- If Good Nutrition began to advertise through social media and emails and Facebook
and etc. Its clients and customers could drastically grow and the business could grow and
with that more people could be hired and an employee can be devoted to advertising to
help continue to grow the business and can incorporate specials and sales for people to
know about. Since we live through our technology it would help the business in a drastic
way.
 Cons- Since we are always looking for the best deals for the best product one can simply
go into Good Nutrition ask all their questions. Then get every bit of information they
need about all the products in the store to find out what they need then simply look up the
product on amazon and purchase it there. This completely uses up all of the seller’s time
and knowledge and effort to simply be thrown under the bus on the sale. Also, since
larger suppliers already have advertising through technology a person is already seeing
their advertising everywhere through email and pop up ads. If someone was to see an
email from Good Nutrition they simply don’t know what and who Good Nutrition is and
will shrug off and trash it.
Good Nutrition stands very well with its competitors. It has a very nice range of products,
and it is a local store, which already is more appealing than other purely online distributors like It
Works!. It offers more than just supplements to be put into drinks, which Skinny’s does, and it is
much more friendly and helpful than walking into a chain store, such as GNC. The main area of
concern with Good Nutrition is advertising. The other competitors have some form of online
media component that people can search and browse with online. With more advertising, social
media, and web accessibility, Good Nutrition can become the healthy living store to compete
with in Oxford.

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Client Assessment
Good Nutrition is one of a kind around the Oxford Community. It has many loyal
customers that swear by Nature’s Sunshine products. There is very little competition because
there are not many supplement stores in the community. This is the only store to provide purely
Nature’s Sunshine products, although not the only store in Oxford to provide herbal
supplements. Some of our concerns regarding Good Nutrition include the location of the
business and the known interests of citizens in Oxford and Lafayette County. However, the main
concern lies within the lack of up to date marketing and technology involved with Good
Nutrition. According to the owner of Good Nutrition, Cynthia Bolden, the main marketing of the
business is word of mouth. There are advertisements in Oxford Eagle and Oxford Citizen but,
unfortunately, ads in papers are no longer always the best way to advertise a business or product.
Good Nutrition does not have an actual website for its store; one can only order Nature’s
Sunshine online and see Ms. Bolden’s contact information if they want to order something. Upon
browsing for the store online, there is no Google business page for Good Nutrition, or for Yelp,
or other review and information pages as such.
Social media is a very large part of advertising now. In the 2014 Forbes article The Top 10
Benefits of Social Media Marketing, it says that about 92% of businesses claimed that social
media was important to them. The top ten things you can gain, according to the article, are
increased brand recognition, improved brand loyalty, more opportunities to convert, higher
conversion rates, higher brand authority, increased inbound traffic, decreased marketing costs,
better search engine recognition, richer customer experiences, and improved customer insights
(DeMers, 2014). Simple and free marketing tools such as Facebook, Twitter, Tumblr, and many
other social media sites could really help make this store so much more than it already is by
making ads more accessible to a wider population and age range of people.
The other concern we have is the location of the business. Good Nutrition is not hard to
access, however it isn’t easily seen if you’re not specifically looking for it. A possible source of
in-store foot traffic is simply from shoppers stepping inside to browse around and look at
products. This can be fixed simply with better advertising. Doctor recommendations, word of
mouth advertising from happy clients, and happenstance Oxford Eagle article readers are great,
but that is not enough. With better marketing in town and through social media the store would
certainly flourish.

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The location of the store also ties in with the community members and their involvement with
Good Nutrition and Nature’s Sunshine Products. Ms. Bolden has said that her main customer age
range is late 20’s to late 40’s. This leaves a large gap of the population, since a large majority of
shoppers in Oxford are college students who are not in their late 20’s. A 2012 article by
Advertising Age claims that Millennials, or people who were born after 1980 and before 2000,
are going to collectively spend more than 2 billion dollars annually in two short years in 2017
(Nelson, 2012). These are the people who are not in Good Nutrition’s current consumer age
range and can contribute a large amount of revenue for the store. The shopping power these
younger shoppers has is substantial and should not be overlooked. Healthy lifestyles are not only
something for the elderly and these young consumers want to take part in it. If advertising
targeted not only the established age range, but also these Millennials, Good Nutrition is bound
to see a large improvement in sales. With the help of a new marketing plan, a new store location,
and a different target population, this Good Nutrition can flourish.
Media Plan
As stated earlier, the main concern is lack of advertising with Good Nutrition. In today’s
world it is very important to be able to search online and find everything you want and need to
know at the click of a button. It is also important to still keep a sense of community and not
purely advertise everything on social media. With this media plan, Good Nutrition will become
up to date and will be able to build more recognition within the Oxford area.
EXISTING AND POTENTIALCUSTOMERS
According to Ms. Bolden, most of her existing clients are in the late 20’s to late 40’s age
range, however, her oldest customer is 93 and youngest is about one month old. Nature’s
Sunshine products are good for all ages, but she’s noticed that as soon as people become
concerned about starting families, they usually begin worrying more about health and therefore
are more likely to become a Good Nutrition customer. The in-store foot traffic currently comes

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from mainly female customers and not many men, unless as Ms. Bolden said, “they are husbands
of female customers.”
Without focusing on The University of
Mississippi’s population and age, the median age of
people in Oxford, or the 38655 zip code, is 30 years
old. Upon looking at a bar graph from PRIZM (below),
the highest age range in the area is 21-34. All of the
most common segments from PRIZM for the Oxford
38655 zip code are under the age of 55.
All segments (shown in the picture to the left)
except “Family Dishes,” are highly tech savvy and
prefer to use the internet for most things (ex. paying
bills, listening to music, watch TV, shop, etc.). Many of
those in the remaining four segments do not have
landline phones and rely on cell phones with data plans
and internet for browsing; Especially those under the
age of 35, social networking is a daily activity. This is
why we propose Good Nutrition targets consumers in
Oxford in the age range of 18-24.
Most Common Age Range
in Oxford MS

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An important factor to consider is most of these consumers fall into the “Millennial”
grouping. Millennials are those who were born in 1977 through 2000, and they have certain
characteristics that define them. Shown below are some of these characteristics based off of
Millennial Marketing’s research:
Millennial Facts and Characteristics
MEDIA STRATEGY
The main issue with there not being many younger customers at Good Nutrition is because
of advertising and a lack in social media and online promotions. There are many people in
the age range of 18-24 who are concerned about health, or have health problems, that
would be interested in buying Nature’s Sunshine’s products and getting consultations from
Ms. Bolden or other possible future professionals that work for Good Nutrition. We

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propose to make Good Nutrition more accessible online as well as more recognizable by
this age range in Oxford, Mississippi. With different social media sites, such as Facebook,
Twitter, Instagram, Tumblr, and others, younger Oxford consumers will know and become
more interested in Good Nutrition and Nature’s Sunshine products.
SPECIFIC TARGET MARKET OUTCOMES
 More people in the age range of 18-24 will begin to shop at Good Nutrition
 Facebook promoting will reach at least 3,800 people demographically in Oxford alone
 500 new potential customers will like/follow the Good Nutrition Facebook page
 #GoodNutrition will be used on Twitter in the Oxford Area and help promote growth
 Bright, eye-catching flyers will bring new customers in to shop
Media Promotion Strategy
ADVERTISING
With advertising and promotion endlessly expanding on the internet, we want to make
Good Nutrition accessible online in several different social media sites. This will broaden the
demographic of consumers reached.
Facebook
Although many younger online users are moving away from this interface, there is still a
large following. When you search for a store or product, their Facebook page is one of the first
things that pop up, and that’s important when you’re looking for information on a company.
Information about Good Nutrition will be easy for “followers” to share to friends and family, and
users of Nature’s Sunshine will be able to leave reviews and comments about how it’s worked
for them and what they love about the product.
Advertising costs very little and can reach thousands of Facebook users in under three
days. You can “promote” your page, or any post you make on your page starting at just ten
dollars. You can choose which country you want to advertise in, what age of the demographic,
gender, language, and interests and behaviors of the target demographic as well. For example, for
Good Nutrition you could create an ad to entice younger people to buy more Nature’s Sunshine

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products from the store. The area could be targeted at Facebook users in the United States, and it
could be narrowed to people living in Oxford and/or the surrounding area. The age could be set
for those 18-24, with interests in Healthy Lifestyle and Fitness and Wellness. The potential reach
for this post alone would be 3,800 people in Oxford Mississippi alone.
Below we have created an example of what the cover photo, profile picture, and Good
Nutrition’s Facebook page could look like online:

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Twitter
Being on Twitter and “Tweeting” is becoming the younger social media users want to look
at. With having to type what you have to say in 140 characters or less, it can be challenging for
businesses. However, you can still add pictures and insert links to better advertise products and
lead people to other articles, webpages, or online stores. Followers of your page can still
comment on posts made, like Facebook, and “retweet” posts they like or want their followers to
see to their own page. Probably one of the more unique things for Twitter is hashtagging. Good
Nutrition could use #GoodNutrition on every post, so that when people search that hashtag in
Twitter, everything posted about Good Nutrition from the business’ page and from customers or
fans will be all in one place. As of last year, Twitter’s monthly active users grew to 271 million
people, (Fast Company, 2014). Twitter is beneficial because in just a small number of words,
Good Nutrition could remind people about the business, help them learn about Nature’s
Sunshine, as well as get information about products, store information, and promotions.
On the next page is an example of what Good Nutrition’s Twitter page could look like,
using the same images as the Facebook page, as well as an example of a possible tweet:

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GOOD NUTRITION WEBSITE
Social media is great, but it’s still important to have an actual business website. A place
where people can look online at the business story, look at pictures of managers and employees;
or view and buy products easily, and be able to submit questions directly to the business without
getting distracted with other things happening on social media pages. You can tell a lot about a
business by just looking at an online website. The way it’s designed, the content on the page, and
how easy it is to get around on the website can give good or bad signals to a consumer depending
on how the page is managed.
Now with smart phones and tablets, it’s also important to have a website that looks good
for portable devices. Something that is clean and concise but is still able to give enough
information to possible customers. A lot of people will view a social media site, and look for a
link to the actual website to get more information or to see if there’s a way to buy products
online, so it’s important to have an actual website for consumers to view.
There are different ways to create a website, and some templates and sites are free to
create to your liking and use. Some examples are sitebuilder.com, wix.com, sitey.com,
weebly.com, squarespace.com, and web.com. For the mockup below of the Good Nutrition
website, we used Wix. With Wix you can create your online and mobile website. The following

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pictures are put together to show an example of what the homepage could look like for Good
Nutrition’s website:
The homepage has some key components that will gain potential customers’ interest and trust:

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 It’s easy to read and view
 The images shown are bright and happy
 There is a video on product quality taken directly from Nature’s Sunshine’s webpage
 There’s promotions for what season it is and products that can help customers
 At the bottom are links to provide easy access to social media sites
 There is a phone number at the top, and email box at the bottom with Ms. Bolden’s name
so they know who they’re contacting
 Also, there is potential to provide a background story in the top left links about Ms.
Bolden, Good Nutrition’s History, and more info on Nature’s Sunshine products in
general
With the help of social media, and a new webpage for Good Nutrition, online users will be able
to access information about Ms. Bolden’s business much easier than before. This will inevitably
help grow her business and produce new customers; all through the process of sharing, liking,
tweeting, and following on social media, as well as sharing the actual webpage. These are all
things that can be put on business cards, flyers, and advertisements to let people know where to
get more information and help them decide on purchases.
FLYERS
Flyers are always good promotion and are very easy to put up on bulletin boards and in
business windows. The possibility of adding a discount to college students who bring in their Ole
Miss ID with them to the store is something we suggest to bring in more customers for our target
market. Flyers can be changed for special sales and discounts or different events Good Nutrition
decides to put on. The designing can be done by Ms. Bolden or an employee for Good Nutrition,
or they can have someone professionally design it. However, the cost for a professional design
artist is not in our projected budget (shown later). On the next page is an example of a general
flyer that Good Nutrition could have put up around town:

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Media Assessment
PLAN A
Since we live in an age of technology and social media, using Facebook as a media plan
greatly helps with advertising to reach out into the oxford community and possibly a secondary
community. We can confidently choose Facebook as a sound strategy for reaching out and
making our business more aware within Oxford, Mississippi. Having Facebook as one of our
main sources of social media will help us connect to many patrons of our store that are already
on Facebook, allowing them to like our page; in return this allows our consumers to keep in
touch with our current products, new arrival, and up and coming products and sales. With our
Facebook page acting as one of our sources of advertising it also allows the practice of customer
feedback to better the business and help customers write reviews for other prospective.
This is helpful since it can essentially be free advertising for Good Nutrition and it will
give a better understanding to help run a more smooth and efficient business for its consumers.
With Facebook, management of the page will allow its administrator to follow how many “likes”
and reviews that the store’s Facebook page receives daily, weekly, and monthly. With the data
received this is how Good Nutrition will be able to determine the impact they are creating on the
community in regards to reaching out and spreading their value and opportunities. This will help
the business to plan and strategize the reach and awareness that the community is receiving from
the advertising of our media plan and the expected amount of more individuals connected
through social media to discover our homepage and “like” it.
Our expected results for Good Nutrition in using their Facebook page to gain more
followers and “likes” are intended to start out small. The overall intention is to gain more likes,
followers, and reviews weekly from current consumers and new consumers. Within the span of
three months, beginning in September, we plan to achieve more followers, with the expectation
of at least six or more new liked (followers) each day.
There are roughly a little over 12,000 people in Oxford who are the ages of 18-24, based
off of 2010 numbers and adjusted for the current year, and according to DMR in 2013, about
34% of millennials use Facebook (Digital Marketing Stats, 2013). Supposing the same
percentage of those 12,000 millennials in Oxford use Facebook, that’s about 4,080 Facebook
users in our target market for Oxford Mississippi alone. Since Ms. Bolden has not provided a

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clear annual customer number, we feel that six likes is a reasonable estimated number. Since
there has been no previous social media or online advertising for Good Nutrition, this is a 100%
increase for every person who likes Good Nutrition on Facebook who has not purchased
anything from the store before.
For every customer that shops with Good Nutrition, they will be asked if they know about
the Facebook page. If they do not know about the Facebook page, inform them that through
following Good Nutrition on Facebook, they can stay up to date with the business and see special
offers that only Facebook users can view, or something of the sort. With this promotion it helps
increase awareness not only to new customers in the store but helps greatly increase the
awareness on social media to everyone’s friends of that specific new Facebook follower. So with
the expected results of at least six new followers daily, that’s about 42 likes/followers per week
over a three month period. We are expecting to gain at least upwards to 500 new followers and
potential customers within a three month planned period. We understand that the Facebook user
population in the target market is not exact, and that not all of those Facebook users may be
interested in Good Nutrition. However, we feel that with promoting the Facebook page and
posts, that this is an attainable goal.
The benefits of this media plan are simply easy to point out. The use of the Facebook
page is free, which is one of the most important aspects to realize with this investment. It is
extremely easy to maintain, run and update, to keep current customers and prospective customers
aware of any special sales and products. Being a manager and administrator allows you to graph
and follow the statistical growth of media awareness on the social media network. This will most
certainly increase foot traffic through the store with the awareness of people sharing the Good
Nutrition page to their “Timeline” for their friends to see and talk about. The only setback in the
increased use of Facebook followers would be in discounted sales for any special Facebook
promotions or discounts used, but the return investment outweighs that aspect.
With Twitter and the online website, since there isn’t either of those outlets for Good
Nutrition currently, any new follower or user of those two are an added bonus, just like with
Facebook. However, it isn’t possible (yet) to track specific characteristics on Twitter like one can
with Facebook; you can only count followers and retweets of tweets. There are some website
trackers where it can count the number of times the website has been visited, but it’s hard to tell

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if anyone new has visited the page or if it’s a reoccurring customer. One way to maybe increase
knowledge about who is visiting the website, would be to offer online sales through Good
Nutrition if that is possible. With order forms, Ms. Bolden would be able to tell who buys what,
and fulfill orders. However, with Nature’s Sunshine already online we are not sure if buying
directly through Good Nutrition is an option or if it would have to go through Nature’s
Sunshine’s site.
The flyers will advertise the many benefits of shopping with Good Nutrition, trying to
reach more consumers within our target area. The flyers will contain information about sales as
well as possible coupons or discounts for bringing the flyer into the store. The great thing about
flyers, is they can be easily changed to match any store specials, seasons, events, etc. and can be
printed personally or have another printing business take care of the work. With the new
consumers coming in to view and learn about the products, store personal will explain at
purchase the benefits of liking and sharing the Facebook (or Twitter) page. With this process the
intended use of the flyers will be to attract more foot traffic and customers to help further
increase social media advertising and continue to reduce cost of annual advertising.
Plan B
We are very sure that our original plan will succeed. However, if there is a limited
amount of time and energy that can be put into making these social media accounts or managing
a website, we suggest having an internship. Using The University of Mississippi as a resource is
a very smart idea for Good Nutrition. Almost every student is interested in some sort of
internship to put on their resume. Social media and designing is something that comes naturally
to the millennial generation, so an internship at Good Nutrition would be a perfect match. Ms.
Bolden could easily write down important messages she wants to let the world know, and an
intern could apply that to Facebook, Twitter, any other social media sites that may follow, and
Good Nutrition’s Website. This is an easy way for Good Nutrition to get some extra help, as well
as create more relationships with consumers in our proposed target market.

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Media Budget Plan
OVERVIEW
Considering Good Nutrition is a small company with a small budget, and most of the
client’s budget is already allocated to various newspaper advertisements, our group decided to
operate with as little cost as possible. Our decision to make Good Nutrition’s social media
presence better known through Twitter will cost nothing as long as Ms. Bolden, or a Good
Nutrition employee, maintains the page herself. Twitter does not have administrative fees for
just owning a page, but we will have costs associated with Facebook. Like Twitter, Facebook
does not require administrative fees to own a page, but we will be using their promotion feature,
which costs a certain amount of money per day the advertisement runs. We have Good Nutrition
spending $2 per day, which would reach those interested in healthy lifestyles in Mississippi. The
estimated number of people the ad would reach in that specific category is in the range of 200-
700 people. The more money you spend, the more people the ad will reach. Monthly, this
Facebook promotion should cost $60, totaling $720 for the year. Our next suggested strategy,
distributing flyers, should cost a maximum of $0.59 per page, which can be lowered with
economies of scale as the page numbers increase. We recommend at least 100 flyers totaling
$59 per month, or $708 annually. Lastly, is the Good Nutrition website which comprises the
least amount of our advertising budget. Purchasing a unique domain name off of Wix.com,
which we recommend Ms. Bolden to buy, costs $9.25 a month, or $111 per year. All of our
advertising strategies can be implemented at a cost of $1,539 per year, which is approximately
40% of the $3900 budget maximum set by the client. This still leaves ample money to spend on
hosting events, or continuing ads in other magazines or newspapers around town.
Breakdown
Below is an excel spreadsheet showing the break down and costs of each form of
advertising we plan to use. In the bottom right is the total that will be saved annually, which is
based off of Ms. Bolden’s current advertising budget and what our new forecasted advertising
budget is. Note that the flyer printing depends on where it’s printed; we chose Office Depot since

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they have a print and copy station in their store. Depending on if Office Depot is used and how
many copies the client ends up using, the cost for fliers will fluctuate up or down. Please note,
there are many options for advertising with Facebook and many different websites that can be
used. Prices will vary depending on the amount of advertising used per month in relation to
Facebook and the flyers. The website price will vary on whether or not a domain is purchased, or
if another site is used other than Wix.com. We chose to show what we felt would be a good
starting point for new advertising for Good Nutrition.
Store Design Suggestions
After visiting and touring the store, we believe different shelving would do wonders for
the smaller layout. Currently, the shelving in Good Nutrition is bulky bookcases, with little to no
signage, which makes it difficult to see all of the products. The current shelving bookcases are
very deep and dark and have a lot of wasted space. We recommend that Good Nutrition install a
floating shelf system that will allow the customer to better view the products as well as making
the most of the smaller space. These shelves would open up the store and allow for better flow.
Another observation we made while visiting the store is the lack of signage. While
walking around the store, Ms. Bolden began to explain the different types of products she carries
and their uses, several of which one uses in conjunction with others. So for products such as
these, we suggest shelving them together and putting a sign indicating their purpose, a stress or
focus section for example. Minor improvements in organization and better shelf direction can
have a maximum impact on shopper’s experience with minimal costs.

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Conclusions & Suggestions
Good Nutrition is a unique store to the Oxford Mississippi area. To obtain more
customers we suggest a new target market in the age range of 18-24. With The University of
Mississippi and the other young up-and-comers, there are many new potential customers waiting
to hear about Good Nutrition and all it has to offer. With Facebook, Twitter, flyers, a new
website, as well as a possible internship opportunity, customer reach and growth will surely
grow. We believe that these media outlets will improve the knowledge about the store and it will
be more cost effective than the current budget plan while holding new opportunities for Ms.
Bolden and Good Nutrition.
We suggest that the media plan be implemented during a time of high visitor traffic in
Oxford, such as a new season at Ole Miss. Although the target market does not only include
college students, they will play a large role in purchasing items from Good Nutrition. Our other
suggestion would be to have an internship available for someone within the 18-24 age range,
who knows how to establish a new website, promote on Facebook, etc. This will also help with
word of mouth within the age range about Good Nutrition, because the intern will have friends
who want to know where they work, and the intern will most likely have their own Facebook and
can show where they work. Finally, we recommend thinking about the store layout and design
suggestions and implementing them when funds are available. This will make the store more up-
to-date and easier for customers to shop.

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