Académique Documents
Professionnel Documents
Culture Documents
Alyssa Funburg
Stefani Vance
Fall 2015
TABLE OF CONTENTS
Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 2
SWOT Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 3
Target Audience . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 4
Competitive Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 5
Media Objectives, Strategies and Tactics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 7
Budget Plan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 9
Flow Chart . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 10
Testing and Evaluation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 11
Riff Raff 1
Executive Summary
Riff Raff is a boutique which opened up in Fayetteville, Arkansas and later added another
location in Dallas, Texas. Riff Raff has been open since February of 2009. Riff Raff must
provide advertising to the surrounding areas to increase their exposure to potential customers of
the items they sell and possible sales or giveaways.
Riff Raffs target audience is young women from the age of 18-25 of all ethnic backgrounds in
the Texas, Arkansas and Oklahoma area. This audience can be even more specified with college
women who are Greek or looking to support their college team by wearing game day apparel.
The goal of the media plan is to increase sales by 5% and reach 75% of women in the
surrounding areas.
In addition, there are 4 other smaller goals the company would like to achieve; better promote
the business, increase the sales through the use of social media, reach a broader customer
audience and create stronger mutual support through other small businesses.
According to Census.gov, 50 percent of the population in Fayetteville, AR is made up of women.
The population of women aged 18-25 living in that area is roughly 1,791, or 42%. The
population of Dallas, TX is made up of 51% women with 18-25 year olds making up 47% of that
population.
Advertising will be done in many different mediums. Our main source will be social media due
to the amount of women in our target audience that use it daily, next to flyers, magazine ads and
mail letters. Also, social media giveaways will be done throughout the year.
The cost for these sources of advertising will cost roughly 10,325.00. Advertising in these media
outlets will be year round, broken down into specific time periods. This media plan is designed
to not only meet the goals that have been set for Riff Raff, but to go above and beyond them.
Riff Raff 2
SWOT Analysis
Riff Raffs trendy clothing line has been produced in two prime locations of Fayetteville, AR and
Dallas, TX. Riff Raff makes shopping convenient for their customers providing them with an
online shopping option through their website, with free shipping on all orders. Their website and
social media sites offer several specials and gives customers the option of being waitlisted for an
item if it is sold out.
Weaknesses include the fact that there are only 2 locations. The store targets mainly younger
women who are in college. Riff Raff is located in two large college cities so unfortunately prices
run a little higher than some of the surrounding stores. The store is very limited on carrying plus
sized clothing.
Potential opportunities include the customer bring in from smaller surrounding towns near both
Fayetteville, AR and Dallas, TX; such as Springdale, Siloam Springs, and Lincoln, AR. Riff Raff
targets young women aged 18 25, so being located in Dallas and Fayetteville, where colleges
are located bring in a great customer turn out for their targeted audience. Because Riff Raff does
offer a game day apparel line, they could potentially begin targeting an older generation of
women aged 25-40. The store could also partner with colleges to do game day promotions.
Threats to Riff Raff include smaller chain stores such as Ross, Marshals, and stores located in the
local malls, who sell clothing for cheaper prices. Riff Raffs targeted audience is college women
who tend to have less money so they will shop at these other stores in order to get more for their
money. Since Riff Raff does sell college apparel, the prices could cause an issue due to the fact
that the college campus stores may offer college merchandise for cheaper prices as well. Other
chain stores also have a larger budget for advertising to reach their targeted audiences more
effectively.
Strengths
-Online shopping
for out of state
customers
-Free shipping
-Stylish and sports
apparel
-Small business
good customer
service
Weaknesses
-Only 2 locations
-Focus is only on
college women
Opportunities
-Surrounding towns
are small
-Central location in
college cities
-Target audience
concerned about
prices
-High prices
-Limited on plus
sizes
Threats
-Bigger companies
more advertising
-University
merchandise
cheaper in campus
stores
-Online specials
-Waitlists
Riff Raff 3
Target Audience
Objective: Grow Riff Raff by 5-7%.
Target Audience is college women ages 18-25, living near the Fayetteville, AR (42% of
the population or 1,791 young women) and Dallas, TX (47% of population or 27,456
young women) areas
Behavior of this targeted audience includes sorority events and college game days
When considering this product, or store, the purchaser is definitely being targeted, rather
than the influencer. Most college girls will be doing the purchasing themselves.
However, for some college girls, they will be telling their parents the types of clothes
they are wanting to buy, therefore a small percentage of the marketing could be
considered the influencers.
Issue an issue we see it that they cater to younger women and believe they could add
more age friendly clothing
Riff Raff 4
Competitive analysis
stores such as JC Penneys, Rue 21, Charlotte Russe, and others. These stores also have just as
much or more advertising by collaborating and pairing with other chain stores within the mall to
advertise with coupons and social media sales.
Riff Raff 6
Strategy: Target game day merchandise and Greek apparel during August through
October and again January through March.
Tactic: Having social media giveaways; on Instagram, consumers will have to like, share
and tag three friends for a chance to win selected item of the day/week; on Twitter,
consumer must retweet the specified tweet of that day/week and tweet about RiffRaff
with hashtag #ReasonsILoveRiffRaff for a chance to win free advertised item; On
Facebook, the consumer must like the post with the advertised item for giveaway,
comment on the post and tag two friends.
These giveaways will take place on every Saturday from 12 a.m. 11 p.m. during
August through October and every Saturday, during January through March
Riff Raff will draw 3 names per each give away, winners will be announced from
11 p.m. 12 a.m. the night of each give away and will have 24 hours to collect
prize unless Riff Raff is contacted by winner and arrangements are made
otherwise
Strategy: Use advertisements with women of different age groups and locations
Tactic: One paid Facebook advertisement of women in business attire to run from 8 AM
to 8 PM Monday Friday to target women from 23-27; Use radio advertisements on
stations such as 106.9 and 105.7, airing from noon to midnight on the weekends to target
Game Days, or college students who participate in Greek life events.
Facebook ad will run year round January December, Mon-Fri.
Radio ads will air in March and April, then again from June to September, FriSun, noon to midnight
Riff Raff 7
Strategy: Reward out of state shoppers, both online and in-store year round
Tactic: In-store customers can show out of state license and receive 10% off overall
purchase; if shopping online, customers can use out of state address and receive 10% off
overall purchase.
Riff Raff 8
Budget Plan
Riff Raff has created a set budget for a full year calendar to spread out their use of advertisement
through different media outlets.
This budget has been broken down to display how much money is being spent per month on each
media outlet, as well as the total amount being spent throughout the entire year. This breakdown
includes advertisement budgets for deals such as Black Friday, Midnight specials and game day
events.
There are 3 major outlets that are categorized and then broken down to specific platforms for that
outlet. The 3 major outlets that shown are social media, print and radio. There is a separate
category for event
Budget Plan
Riff Raff, Fayetteville AR; Dallas, TX
PHONE
479.799.5763
hello@shopriffraff.com
WEB
shopriffraff.com
ADDRESS
CATEGORIES
Jan.
Feb.
Mar.
Apr.
May
June
July
Aug.
Sep.
Oct.
Nov.
Dec.
Social Media
Facebook
200.00
200.00 $
100.00
100.00
Free advertisng through personal Riff Raff accounts (@RiffraffFayetteville @RiffraffDallas @RiffraffHQ) year round
240.00
200.00
$200.00 $
$100.00
240.00
$100.00
200.00 $
$100.00
200.00
$100.00
$240.00
200.00 $
200.00 $
200.00 $
$100.00 $
100.00 $
100.00
240.00 $
240.00
$240.00 $
200.00
$200.00 $
200.00
$100.00
$100.00 $
100.00
$75.00 $
75.00
Print Media
Mail Letters
$50.00
$50.00
50.00
$50.00
Magazine
$
$
Flyers
$75.00
$75.00
$75.00
$75.00
50.00
670.00 $
670.00 $
670.00
$75.00
Radio
Local ads
200.00
200.00
200.00
200.00 $
200.00 $
200.00
Events
Midnight Sale
300.00
$300.00
Black Friday
$200.00
Gameday Event
TOTALS
$840.00
540
$815.00
$625.00
$425.00
$625.00
$865.00
100.00 $
$1,560.00
100.00
$1,510.00
$200.00
$100.00
$1,270.00
$875.00
$375.00
Riff Raff 9
Flow Chart
To keep track of when each media outlet will be used and visually see how Riff Raffs
advertising is being spread out, Riff Raff has created a multi colored flow chart to show the
breakdown of the different types of media throughout the entire year, displaying which and how
many months each type of media is being used.
Each outlet has its own color and is broken down into the 3 main categories just as the budget
plan was. The Events category is included in this chart, as well.
Riff Raff Advertising Media Plan
Riff Raff
Advertising Media Plan
CATEGORIES
Jan.
Feb.
Mar.
Apr.
May
June
July
Aug.
Sep.
Oct.
Nov.
Dec.
Social Media
Facebook
Twitter
Instagram
Pinterest
Print Media
Mail Letters
Magazine
Flyers
Radio
Local ads
Events
Midnight Sale
Black Friday
Gameday Event
Riff Raff 10
Jan
Evaluation Methods
Through the use of keeping track of receipts on the small business Saturdays, we saw an increase
in customers.
January 1, 2015 July 1, 2015
7% increase
125
875
Above are ads that were used during the small business Saturdays to help promote the mutual
support between the local businesses as well as grow the numner of customers that visit Riff
Raff.
Through the use of social media outlets, Riff Raff also increased sales by 10%.
July 1, 2015 December 1, 2015
10% increase
$3000
$18,000
27.5 k
27.8 k
Riff Raff 11