Advertising Plan free essay sample

Regular pampering is never a privilege but a necessity. Getting lost is the absolute best way to discover a place. Like many aspect of life, holidays and travel seems to be more about returning to the self these days and it is often those spaces in between structure and planning where we find inspiration. Imagine your mind and body is fully worked out and to get it back working again will take some time. If we try going with out proper rest, your system will protest. When we abuse our body, it let us know in the form of pains and aches. This is the time that we need to heal and the best place to do it is in a spa. D’ Barrios Spa was established in the belief that wellness should never be a privilege to be enjoyed by few but by the growing number of people who realize that it should be part of everyone’s daily routine. We will write a custom essay sample on Advertising Plan or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page D’ Barrios Spa is an upscale destination found in Purok 3 Tambo Lipa City. It is a business partnership owned by Mr. Victor Venus, Michael Lescano, Marlon Macatangay, Gaius Adajar, Bong Villapando and Joel Nano established on the 18th day of March 2012. It renders variety of services like foot massage, body massage, foot scrub, body scrub, hot stone and biological wave massage. It also offers home services. As main purpose of this plan, the proponents will develop a campaign strategy that will make the D’ Barrios Spa by its target audience, and have the cutting edge over its competitors. SWOT ANALYSIS: Strengths †¢ It offers its services for a low and reasonable price compared to its direct competitors †¢ It has a unique Interior and Ambience †¢ They only hire Professional Therapist †¢ It offers home service for its customers Weaknesses Its location is not strategic. This affects the awareness that the spa wants to have. †¢ Its operational hours are too short. †¢ The signage is not that visible †¢ There are limited number of rooms Opportunities †¢ Linkages †¢ It is located along the National Highway †¢ They may offer new services like sauna, ventosa etc. Threats †¢ The ma ssage parlor and spa near by the Robinson’s Mall and De La Salle Lipa Key Advertising Problem(s) to be solved ? Since D’ Barrios Spa is only on its second year of operation, the advertisements pertaining to its brand awareness throughout Lipa City, Batangas has yet to be met. For D’ Barrios Spa, to have their advertisement through print medium that will promote their offered services. ? To make D’ Barrios Spa known, distinctive and competitive among other spas. Target Audience ? Professionals ? Retirees The audiences for this campaign are the professionals from Lipa City, Batangas. They serve as the primary target market of the campaign plan because they are the main subject focus of the advertisement. Based on the interview with the one of the owner of the spa, most of their clients are professionals. They have the capacity or the intention to avail the service because they need to relax after their tiring work. Brand Position: Product Features and Competitive Advantage D’ Barrios Spa was created as aforementioned in the background study by the friendship of six men. They are using viral marketing to gain profit from their network with less cost on advertising and meet their target audience. Word of mouth will be always attached in their strategy, where information about the spa be passed from one person and another. Chapter 3 Media Strategy Media Objectives To provide a more competitive advertisement. ? To attract more clients that will avail the services of D’ Barrios Spa ? To promote the D’ Barrios Spa with low cost advertisement in more effective ways. Media Selection The campaign plan uses print media specifically tarpaulins The tarpaulins will be placed on the roof of public utility vehicles such as multicabs and jeepneys. The tarpaulin includes that wil l catch the attention offered by D’ Barrios Spa. There will be specific leaflets for each course inside the hard paper covering of the brochure. Every leaflet contains the course description and career opportunities for the students to be successful. Additionally, logos and pictures of corresponding courses are also included in order for the print-ad to be more appealing to the audience. Media Planning and Buying Since D’ Barrios Spa was created just two years ago, March 18, 2010, their still developing their strategy in advertising their service. Print media particularly tarpaulins are being use in this campaign plan. Tarpaulins have certain advantages as an advertising and promotional material that’s why many companies used it. Such pros are the following: Tarpaulins are flexible as companies can choose the type of printing, material and size that will fit the budget and marketing needs. Brochures are made unique which will let D’ Barrios Spa standout compare to other competitors. Full colors in brochures are always advantageous and will make an impact from the first glance of the reader. A brochure is printed in high quality printing material with attractive design and is well executed. Only important details pertaining to the spa and the services it offers were included in the brochures. The cost of the leaflets is Php 10. 00 each or Php 90. 00 for nine courses; while the cost of hard covering of the brochure is amounting to Php 15. 00. Thus, the total cost of brochure for the spa is Php 105. 00 comprising all the materials used in making the print medium. We proposed to have 500 copies of brochures per year. Therefore, the total marketing expenses of the spa print-advertisement is amounting to Php 52, 500. 00 per year. (Source: Studio C Design Works) Chapter 4 MESSAGE STRATEGY Key Consumer Insight Professionals and Retirees would definitely find a spa and massage services that will relieve their stress due to their stressful work. It is important for them to spend some time in proper relaxation of all their body parts and senses to rejuvenate. In this health conscious era it spa and massage becomes a necessity to take care of themselves. Message Objectives To inform the target audience about the different services offered by D’ Barrios Spa. ? To persuade the target audience that D’ Barrios Spa provides services at its best. To make the target audience aware about the different services the spa is offering. Selling Premise Multicabs and jeepneys roving from Robinson Place Lipa to PKI Lipa and from Lipa Public Market to Mataas na Kahoy will be chosen in order to reach the target audience with ease and assurance that they will get our message. We choose those routes because it passes through the highways where there are lots of commercial establishments and professi onals are working. Big Idea â€Å"The SPAlendid way to love yourself today! † D’ Barrios Spa intended to give professionals and retirees a break from their stressful day. The spa will provide quality services in affordable prices that will rejuvenate the body. Affording the different services of the spa can serve as a reward for one’s hard work. These services have different benefits for professionals and retirees like reducing the effect of aging, detoxifying the body, reducing high blood pressure and increasing the energy flow of the body. Message Design and Executions Every brochure should contain the leaflets/flyers of every services offered by the spa. Each brochure has a layout of the spa’s interiors; the services they offer, as well as its available promos.