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Fall 2015

Riff Raff Media Plan

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

-Chain stores with


cheaper prices

-Central location in
college cities

-Target audience
concerned about
prices

-High prices
-Limited on plus
sizes

Threats

-Game day apparel


could target older
women
-Partner with
colleges for promos

-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 Group is college girls ages 18-25

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

Lifestyle is more of the upscale suburb areas/big cities

Behavior of this targeted audience includes sorority events and college game days

Geography in the Dallas area (according to Census.gov) is 50.7% women of total


population and in Fayetteville is 49.7% of total population

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.

Why would these locations be targeted?


The Dallas and Fayetteville areas are two thriving, college cities. Not only do they
have larger colleges, but they also have football teams who host big game days,
which attract in younger girls. Aside from that, these colleges also have Greek life
communities on their campuses. Riff Raff has a line that targets this audience
specifically, selling shirts with Greek logos and names on them. In addition the
store sells game day apparel to help pull in these young ladies to buy their
merchandise.
Also, according to Census.gov Dallas is 50.7 % women and Fayetteville is 49.7%

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

Product Purchase Cycle


Approximately 15-30 minutes
Reach Goal:
80% to 90%
Frequency:
Once to three times every day (on social media)
3 other types of communication (not paid):
Twitter advertising (@shopriffraff)
Instagram advertising (@riffrafffayetteville, @riffraffdallas)
Facebook page (Riffraff)
Media Strategy:
in the know email subscription
social media
billboards
online ads
radio
local ads in Dallas/Fayetteville
Media Tactics:
Billboards in the surrounding areas
Posting on Instagram, Twitter and Facebook to have Instagram followers like, repost and
tag three friends for a chance to win a giveaway or a discount
Do show your style contests where contestants create an outfit, submit picture and win
prizes
Discount on online shopping to draw more distant shoppers
Link on the website/Instagram/other social media for email subscriptions
Competitive analysis:
In Dallas, Riff Raff is in a Shopping plaza with 44 other stores and 14 of those stores are
clothing based stores
14 competitors in their plaza.
The Fayetteville, Ar. location is in the heart of downtown
On their block there are 14 stores and 5 of those are clothing stores.
Considering Riff Raff is located in Fayetteville, AR and Dallas, TX, which are both college
cities, the boutique is also surrounded by other major markets, within markets; two of their
biggest competitors in both cities are the malls. The Northwest Arkansas Mall serves as a key
place for students to shop at, providing more of a variety for young women to choose from with
Riff Raff 5

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

Media Objectives, Strategies and Tactics


There are 4 main goals that Riff Raff would like to achieve through the use of several different
strategies and tactics in order to 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.
Objective 1: To increase sales by 5% by using social media.

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

Objective 2: Reach out and bring in more customers aged 18-27

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

Objective 3: Target local businesses to help promote mutual support


Strategy: One day a week, consumers shop locally to receive a discount for showing
receipts

Riff Raff 7

Tactic: Saturdays from 10 AM to 6 PM (or open to close, depending on individual stores


hours), any customer who comes in and shows a receipt from one of the local (mom-pop)
stores or boutiques, will receive 10% off any $30 purchase or more. Receipt will be
marked at that time to monitor one use only.
To promote this discount, Riff Raff will collaborate with other local businesses
through word of mouth and posting flyers, as well as traditional mail newsletters
to customers, and the use of free advertising on social media throughout the year
at various key times.
Ex. Riff Raff will use their Twitter, Facebook and Instagram accounts to advertise
the dates of the special promotion, as well as create flyers that each
store//boutique will hang up in their stores to help promote each other and the
special that Riff Raff is offering to bring in more business, while also showing
team work with their competition in a way that will still bring Riff Raff in the
most profits.

Objective 4: Promote out of state business

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

EMAIL

hello@shopriffraff.com

WEB

shopriffraff.com

ADDRESS

15 S. Block Ave., Fayetteville, AR

CATEGORIES

Jan.

Feb.

Mar.

Apr.

May

June

July

Aug.

Sep.

Oct.

Nov.

Dec.

Social Media
Facebook

200.00

200.00 $

Twitter

100.00

100.00

Instagram

Free advertisng through personal Riff Raff accounts (@RiffraffFayetteville @RiffraffDallas @RiffraffHQ) year round

Pinterest

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

Testing and Evaluation


Riff Raff had 4 main goals they wanted to achieve; increase the sales through the use of social
media, reach a broader customer audience and create stronger mutual support through other
small businesses.

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

Average visitors per month:

125

Total average visitors over 7 month period

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

Average dollars in sales per month

$3000

Total dollars in sales over 6 month period

$18,000

Number of Followers on Instagram July 1, 2015

27.5 k

Number of Followers on Instagram December 1, 2015

27.8 k

Riff Raff 11