Keeping Austin Vintage

Since 1977

OCTOBER 18, 2017

 TABLE OF CONTENTS

Dominating Media... 3
Campaign Scope..... 4
Who is CWGS?........ 5
Current Efforts............................. 6
Community Perception 7
Content Analysis...... 8
Competitors................................. 9
Focus Market............ 10
Metrics 11
Guiding Force 12
Search. 13
Display 14
Social.. 15-16
E-Commerce. 17
Owned 18
In-Market... 19
Budget 20
Vendors.. 21
Summary 22
Appendix... 23-28
 WHY WERE DOMINATING
At Dominating Media, our goal is to help your business thrive. We
work to know who you are, who youre talking to, where you want to
go, and how you want to get there. We know domination comes in
many different forms. Whether you want to open up your first
restaurant, make your company bigger, or just let your brand be
known, we want you to feel confident in the dreams you are pursuing.

We are so much more than just a media agency. We are your business
partner, career coach, faithful friend, and unwavering support
system.With us, domination is just within reach.

MEET THE DOMINATORS

Natalie Berry Haley Johnston Elisa Geremia

Chris Tobon Megan Copeland Della Owens

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 CAMPAIGN SCOPE
WHAT WE PLAN TO ACHIEVE

Our plan for CWGS is two-fold.

First, we want to give CWGS an explanation of how the vintage marketplace is

doing in terms of both customer feedback and competitive landscape. We have
analyzed CWGSs current media efforts, how competitors are utilizing media to
talk to customers, and how recent e-commerce trends are impacting businesses
today. We hope to provide a clear understanding of how CWGS is performing in
Austin as a vintage marketplace and an Austin must-go-to.

Second, we have created a media playbook for CWGS to use as a guide in

expanding the brand throughout Austin to a younger demographic. Based on
CWGSs specific requests, we are focusing on how to better target millennials
and hook young adults on all things vintage. Our playbook includes
recommendations for six main areas: 1. Search, 2. Display, 3. Social, 4. E-
Commerce, 5. Owned, and 6. In-Market. Our goal for this playbook is that it is
practical and detailed enough to realistically bring these ideas to life.

Lastly, we wanted to go above and beyond for CWGS. Based on Key Performance
Indicators (KPIs) and our overall goal for the CWGS brand, we have covered
every aspect of our strategy. We want this media playbook to be competely user-
friendly and practical for CWGS to implement.

Get ready to dominate!

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 WHO IS CWGS?

STRENGTHS
CWGS has a rich history grounded in the Austin community. Started 40 years ago
by a trail-blazing woman entrepreneur, Sammie Dwyer, CWGS followed its name
as a community garage sale. Over time, the event developed into a vintage and
collectables marketplace, a combination of hard-to-find, unique and beautiful
pieces. The event brings together people from all over, including vintage lovers,
Austinites, and out-of-town travelers. CWGS embodies the Keep Austin Weird
personality through its eclectic combination of people and vintage goods.

OPPORTUNITIES
While vintage lovers and vendors have been loyal supporters of CWGS for
years, young adults, millennials specifically, have not yet caught the vintage
fever. Tailoring media efforts towards millennials will create a longevity for the
CWGS brand and further embed the marketplace into Austins fabric. CWGS is
more than just a combination of vintage pieces, it is an unique experience.
Promoting CWGS to a younger audience will also bring in new vendors and
allow CWGS to have the option to expand their event in the future.

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 CURRENT EFFORTS
WHAT IS CWGS ALREADY DOING?

PAID EFFORTS
Austin Chronicle
Do512
KLBJ
KGSR
ABC- KVUE

OWNED EFFORTS
Website
Facebook
Instagram
Emails

IN-MARKET EFFORTS
Event sign at venue
Vendors with their own booths
Early-bird and regular ticket purchasing at event

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 COMMUNITY PERCEPTION
WORD ON THE STREET
Before we could properly reposition City Wide to reach their focus audience, an
analysis had to be conducted on how CWGSs current consumer base feels about the
brand. One of the best resources to get this insight on community perception is social
media. Dominating Media took to Facebook, Yelp, and Google to find out what people
were saying about CWGS. We have separated all of the reviews into either a negative
or positive category and focused in on event goers comments and concerns that
consistently came up during this research.

NEGATIVE REVIEWS
High Cost of Attending: The most prominent negative comment received from
customers is the total cost of attending CWGSs events. This cost includes parking,
admissions, and then any items purchased. One of the main issues people have with
all of these prices is that if they are to spend money to park, then enter the event and
dont end up buying anything, they essentially paid $15 to just shop around. We at
Dominating Media understand that some of these costs, such as the parking fee, are
out of CWGSs control, but still believe them to be important to recognize and keep in
mind when forming a new strategy.
Misleading Name: One thing that most reviews mentioned, positive or negative, is that
the name City Wide Garage Sale is very confusing to attendees. This disconnect and
miscommunication occurs due to the difference between shopping at a vintage store
and going to a garage sale. Generally, when you go to a vintage store you expect to
find older, more antique items. In contrast, a garage sale does not necessarily entail
old items. In fact, many garage sales have items that are nearly brand new. A major
difference also lies in the pricing. People expect bargains when they go to a garage
sale; whereas, vintage shopping can be quite pricey. The issue stems from customers
seeing the word garage sale and expecting newer, less antiquated items at bargain
prices. Again, Dominating Media understands the importance of CWGSs name to its
brand and simply suggest an awareness of this common negative comment moving
forward.

POSITIVE REVIEWS
Vendors: After sifting through all of these online reviews, a commonality was found in
that people who attend CWGS go because of the amazing vendors. Customers are
drawn in by the diversity of vendors as well as the interesting back stories they bring
with them. Many of the attendees find themselves engaging in conversations with all
of the different vendors and getting to know more about the items they have for sale.
Items: Another driving force people mentioned that brings them back to CWGS time
after time is the eclectic mix of items for sale. This speaks to the inherent nature of
vintage shopping; this type of shopping experience entails not knowing exactly what
youll find and also being surprised at all of the amazing things you do end up
finding.
Moving forward, both of these traits are elements CWGS needs to capitalize on as
well as heavily market. If CWGS can remind attendees of the great vendors and items
that they bring together at each event, they will be less likely to worry about any
negative associations they have with the company.
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 CONTENT ANALYSIS
WEBSITE
Information on the website is focused on directions, coupons, contact
information and other logistics.1 There is little personality embedded in the
content besides the History section. There are also a lot of pictures that are
not accompanied with information about the item or the vendor.

FACEBOOK
Facebook content is mainly promotional with upcoming event information.2
There are many pictures without descriptions and posts do not seem to follow a
theme or schedule.

INSTAGRAM
Instagram posts and content are the same as Facebook.3 The Instagram
platform is not completely utilized with captions, multiple pictures in one posts,
or videos. In addition, the CWGS profile picture does not properly fit into the
platform design.

1. https://www.citywidegaragesale.com
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2. https://www.facebook.com/citywidegaragesale
3. https://www.instagram.com/citywidegaragesale/
 THE COMPETITION
VINTAGE MARKET DAYS
Established in 2011, Vintage Market Days is an upscale market featuring original art, antiques, clothing,
jewelry, handmade treasures, home decor, outdoor furnishings and much more.1 This event is centered
around providing an experience for the consumer - a weekend full of shopping, food and live music.
The Market is held several times a year in multiple cities across the U.S, providing a rare opportunity
for vendors to display their talents and passions in multiple locations. Admission options include free
entry for kids under 12, general for $5, and early buying for $10. Vintage Market Days has a rather rare
social media presence with each location having their own social media account. For example, Vintage
Market Days of Greater Austin has a highly engaging Facebook, with over 18,000 likes and consistent,
interactive content such as giveaways, as well as informative content.

CANTON FIRST MONDAY TRADE DAYS

Canton First Monday Trade Days is a flea market held on the Thursday through Sunday preceding the
first Monday of each month in Canton, Texas.2 What started more than a century ago as a simple flea
market has evolved into a unique experience that highlights the genuine, authentic relationships
between vendors and shoppers. Canton First Monday Trade Days has a Yelp review score of 4 out of 5
stars. The reviews emphasize the size of the market, countless vendors, variation of products and great
tasting food. General admission is free with shopping for all ages. Cantons social media presence is
extremely strong, with over 61,000 likes on Facebook and weekly content of contests and vendor
spotlights.

ROUND TOP ANTIQUE FAIR

Open in the Winter, Spring and Fall, Round Top Antiques Fair is vintage market in the heart of Round
Top that takes place in a 30,000 square foot red barn.3 The Fair is celebrating its 50th anniversary next
year and states that it owes its success to their consistent reputation of the incomparable quality of
unique antiques. Round Top Antiques Fair specializes in early Americana, Texas primitive, and
Continental furniture and accessories. The Fair offers free parking, $10 general admission, $20 VIP
admission, free admission for children 12 and under and group discounts. Round Top has a powerful
social media presence with over 57,000 Facebook likes, 11,000 Instagram followers, and engaging
content consisting of event reminders, customer features, and live drawings.

THE AUSTIN ANTIQUE MALL

The Austin Antique Mall is a brick-and-mortar selection of antique and vintage furniture, jewelry,
clothing, china, crystal, toys, sports and military memorabilia.4 The 30,000 square foot store consists of
over 100 vendors and 30,000 square feet. Offering free parking and admission, The Austin Antique Mall
has been providing a unique shopping experience for almost 30 years. The Mall has a Yelp rating of 4.5
stars, with reviews highlighting the friendly staff, wide variety of items, and reasonable prices.

1. https://www.vintagemarketdays.com
2. http://www.firstmondaycanton.com
3. http://www.roundtoptexasantiques.com
4. http://austinantiquemall.com

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 FOCUS MARKET
City-Wide Garage Sales newest customers are the Connected Trailblazers, a created
subgroup within the larger millennial demographic in Austin, TX. Connected Trailblazers,
ages 18 to 38, include both students and young adults trying to create a meaningful and
interesting life.1 They love all that Austin has to offer. From music festivals to job
opportunities, they regularly take advantage of the citys activities and newest hotspots.2
Connected Trailblazers are creating their lives with their own personal twist. Whether that
be different living situations, exploring different jobs and careers paths, or just being
involved in different activities, Connected Trailblazers are here to leave their mark on
Austin. They are digitally-savvy, receiving most of their news, content, and entertainment
from online and social media.3 Since theyve recently entered the working world, they
have money, but theyre looking for deals. The average income in Austin is around $64,000
a year, giving Connected Trailblazers spending power in the local economy.4 Additionally,
this age group is predicted to be the largest segment of the Texas population by 2050,
leading to continued support and business for CWGS.

HOW ARE CONNECTED TRAILBLAZERS AND CWGS

RELATED?
Besides the fact that Connected Trailblazers are such a large and powerful group, their
group identity aligns with CWGSs brand and they will identify with and support how
CWGS was founded. This group will appreciate Sammie being her own trailblazer in
business because they are passionate about diversity in organizations and
entrepreneurship.5 This group also introduced the concept of the side-hustle, and are
likely to support local businesses.6 Most importantly, Connected Trailblazers crave
individuality. This group is literally blazing the path for their future, hoping to keep a hold
of authenticity and values. CWGS can provide them with both the experience and the items
to add diversity and intrigue to their lives. Instead of picking up an Ikea picture frame to
go on the wall in their first home, they can go to CWGS to find a unique, vintage frame that
adds a little more depth to their lives.

WHAT ABOUT CURRENT CWGS FANS?

CWGS already has an established customer base of vintage lovers, vendors and designers
that includes older generations and passionate resale shoppers. These customers love the
marketplace and would never leave CWGS because of their vintage devotion. In an effort
to extend CWGSs consumer reach in Austin, new media efforts should be focused on a
younger demographic that can support the CWGS brand in the future, rather than the
current traditional efforts that are reaching older clientele. The goal is not to isolate
CWGSs already-devoted fans, but to create a media strategy that teaches a younger age
group about the joys of vintage and resale shopping. Dominating Media wants to use the
Connected Trailblazers to open the door to a new population in Austin, one that will carry
the CWGS brand into the future for years to come.

1. https://www.entrepreneur.com/article/243862#
2. http://www.esri.com/data/esri_data/ziptapestry
3. https://www.americanpressinstitute.org/publications/reports/survey-research/millennials-news
4.
5.
6.
https://www.forbes.com/places/tx/austin/
https://www.forbes.com/sites/annajohansson/2017/06/08/why-so-many-millennial-women-and-people-of-color-are-becoming-entrepreneurs/#559ca038332c
https://smallbiztrends.com/2017/07/millennial-side-hustle-statistics.html
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 METRICS
WHERE YOU ARE NOW AND WHERE YOURE GOING

Website* Social
Total Active Users: Instagram
Current: ~3,700 users/month Current: 697 followers
Goal: 5,000 users/month Current: 20 new followers/month
Total Site Sessions: Goal: Per event promotion period,
Current: ~5,900 sessions/month increase followers by 10%
Goal: 8,000 sessions/month Yelp Reviews
Social Traffic Numbers: Current: 20
Current: ~16.8% of total traffic/month Goal: 5 new reviews/event
Goal: ~30% of total traffic/month Facebook
Search Traffic Numbers: Current: 10,901 likes
Current: ~42.6% of total traffic/month Current: 15 new likes/month
Goal: ~50% of total traffic/month Goal: Per event promotion period,
Session Duration: increase likes by 10%
Current: average of 54 seconds/session
Goal: average of 61-180 seconds/session Event
Average Bounce Rate: Visitors at any one time:
Current: 71.78% for past two months Current: 400
Goal: 60%
Goal: 450

Goal: Achieve the following Key Performance Indicators (KPIs) to

develop the CWGS brand and drive traffic to the marketplace
1. Direct Purchase: A larger and younger age group will be buying tickets, coming to the
event, and purchasing vintage pieces. This will be achieved through implementing e-commerce
efforts and better promoting and sharing the vintage items and vendors that CWGS has to offer.

2. Generate Interactions: CWGS will not only connect, but interact with more people in the
community. These interactions can be achieved by developing CWGSs online presence which
will lead to more followers, likes, page visits, and reviews.

3. Foster Buzz: CWGS will become a larger player in the vintage and resale world. Austin
buzz will be seen through event visitors and website or social media comments and reviews.

4. Reinforce Brand Image: People will not only be more aware that CWGS is a vintage
marketplace, but they will know more about the history and personality of the company. Better
defining the CWGS brand image will lead to a larger number of visitors and vendors.

*Current numbers are based the most recent Google Analytics weekly and monthly data

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 OUR GUIDING FORCE
HOW CWGS WILL EXPAND

Connectivity:
CWGS can utilize online and social
media platforms to meet younger
customers where they are. Sharing the
brand online creates a community of
vintage lovers and vendors.
Community:
One of CWGSs greatest strengths is
that the business was built within the
Austin community and has stayed a
part of the community for over 40
years. CWGS should utilize the
surrounding community to make a
community of customers, vintage-
lovers, and vendors surrounding the
CWGS name.

CWGS

Content:
Brand authenticity is key for marketing
to a younger generation today. CWGS
needs to share more about its history,
owners, vendors and pieces. Sharing
the CWGS story will bring the brand to
life for consumers.

The Venn Diagram acts as the guiding force for CWGSs media
efforts. Based on the current state of CWGS and competitor
research, CWGS should focus on three main media components:
connectivity, content, and community. These three cs will
develop the overall CWGS brand and drive traffic to the events.
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 SEARCH
ALL THINGS GOOGLING
City-Wide Garage Sale is a local event with the potential to attract the entire Central Texas region.
When consumers search for vintage markets, thrift stores, or fun events in Austin, CWGS should to
be first in their results. In order to do this, CWGS can leverage free, online event calendars,
implement Search Engine Marketing (SEM), reconfigure citywidegaragesale.com to have better
Search Engine Optimization, and purchase Yelp Advertisements.

EVENT CALENDARS
City Wide Garage Sale currently promotes its event on Facebook, Do512, Austin Chronicle, KGSR,
and KVUE. Aside from these, there are endless free opportunities for CWGS to share their events
locally and regionally. Posting on sites such as Eventbrite, Austinot, CultureMap, Do512,
Austin360, Austin Monthly, KXAN, and KTBC are just a few of the many ways to share the next
CWGS weekend event. All of these sites have gratis online event calendars (as well as capabilities
to pay for boosted promotions) that simply require an account to login. These calendars also allow
users to tag keywords and select neighborhoods where the event is most relevant. By posting
on these calendars, CWGS can reach a larger audience and attract people who are looking for
events in their local areas but may not have been specifically looking for CWGS. Connected
Trailblazers are always looking for unique events in Austin and these online calendars are
convenient ways to promote CWGS. Since 78 percent of millennials would rather spend their
money on collecting experiences rather than accumulating things, the event should be positioned
as a worthwhile experience on as many platforms as possible. 1

SEARCH ENGINE MARKETING

City-Wide Garage Sale should be associated with online search words such as antique and
vintage because past attendees have commented online being confused that CWGS was not a
garage sale and did not come up as a result when searching for vintage marketplaces. SEM will
enable CWGS to appear first in search results when Connected Trailblazers are looking for
vintage stores or events in Austin. Implementing SEM can be achieved by bidding on phrases
such as Things to do in Austin, Austin vintage, events in Austin, etc. CWGSs focus market
prefers search engines for information about events over social media. 2

YELP
Sponsored search advertisements on Yelp for antique, vintage, and Austin events can be
purchased and timed to reach consumers around CWGS event dates. The goal should be to make
the CWGS events rank higher within the top 10 Antique Stores (CWGS is currently #8) and appear
in the top 10 of Vintage Stores (CWGS is currently #39). Connected Trailblazers frequently use
and trust Yelp; 38.7 percent of Yelps users are between the ages of 18-34. This investment is
important to reach a younger focus market because 78 percent of consumers turn to review sites
such as Yelp to find local businesses. 3 84 percent of millennials report using user-generated
content, including Yelp reviews, to influence their consumption behaviors. 4 Yelp reviews appeal
to Connected Trailblazers who want to hear their peers opinions instead of listen to traditional
advertising. This recommendation will cost $300 for 500 targeted advertisements per month and
will be implemented two weeks prior to CWGS events to target 500 Austinites.

Over half of millennials (53%) are now parents. As a result, two thirds are attending more daytime,
family-suitable events on the weekend now than they did five years ago3. By utilizing search
options, CWGS will become a staple of Austin culture and be top-of-mind whenever Austinites or
visitors are looking for something Austin-y to do.

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1. https://www.evry.com/globalassets/insight/bank2020/engaging-the-millennials---labs-whitepaper.pdf
2. https://www.nrmedia.biz/blog/millennial-search-behavior
3. https://www.Yelp.com/Nielson2014
4. https://socialmediaweek.org/blog/2015/07/marketing-to-millennials/
 DISPLAY
ADVERTISING ONLINE
Since CWGS has been keeping Austin vintage since 1977, it is important that the event stays top-of-mind
for consumers when they are receptive to the message and ready to take action. CWGS already
accomplishes this connectivity through Do512 display advertisements. To further promote the CWGS
brand to Connected Trailblazers, other display advertisements will be utilized on the Austin Chronicle,
Pandora, Austins local NPR station, KUT 90.5, and TheSkimm.
AUSTIN CHRONICLE
CWGS is already utilizing the Austin Chronicle but their media efforts with the news outlet could be better
tailored to their focus market, Connected Trailblazers. With a weekly readership of 600,718 people, 44.5
percent of that readership being between the ages of 18 34, the Austin Chronicle is a great way to reach
millennials.1 A unique aspect of the Austin Chronicle that is different from other news outlets is how strong
its online newspaper is. The weekly online readership is around 221,147 people and includes both hard
news stories and community updates. CWGS will run a display advertisement under the Community
Listings section in the calendar. This advertisement will associate CWGS with other community events
and will be seen by people wanting to discover Austin events for the weekend.
PANDORA
Pandora is a free, personalized music radio app that plays songs based on positive and negative feedback
from the listener. The streaming service offers a free subscription plan supported by advertisements.
Pandora creates a unique, personalized experience for every user with 24/7 availability on mobile
devices, desktops, TVs, or even in the car. This type of user-friendly, convenient experience is what
ultimately attracts Connected Trailblazers, considering the second largest age group among Pandora
users is 18-24 year olds.2 In addition, the advertiser-addressable audience of Pandora is twice the size of
Spotifys.3 Pandoras technology has the ability to cater music selection to consumers much more
accurately than radio by pinpointing listeners through age, sex, zip code and musical taste. Pandora offers
banner advertisements as a method of advertising which are featured on the wallpaper of the website.
These advertisements are displayed when listeners engage with the website by choosing to like or
dislike the newest song that plays.
NPR
NPR creates and distributes news, podcasts, music and cultural programming to a network of 900 public
radio stations in the United States.4 KUT 90.5, Austins local NPR public radio station owned and operated
by faculty and staff of The University of Texas at Austin, delivers comprehensive and unique insights into
their programming to creative and driven individuals who reflect what Austin is all about. According to
NPR, 86 percent of NPR listeners agree that curiosity - wanting to explore and learn about new things - is
very important.5 Connected Trailblazers are inquisitive individuals with a thirst for knowledge and new
experiences, making NPR an ideal media channel to reach them through. By placing website banner
advertisements on KUT 90.5, City-Wide will reach the smart, dedicated and talented college students and
young individuals who regularly visit NPR for their daily digest.
TheSkimm
TheSkimm is an American media company famously known for its daily email newsletter that highlights
the most prominent news stories in a short, straightforward, and conversational style. Founded by two
women, TheSkimm appeals to digitally-savvy young adults and currently has over four million subscribers
with an approximate 50 percent email open rate.6 Advertising through TheSkimms daily email offers an
ideal opportunity for CWGS to reach and maintain top-of-mind awareness for the Connected Trailblazer.
TheSkimms whimsical style will appeal to the quirky nature of Connected Trailblazers and the women
founders reflect the same leadership as CWGS itself. TheSkimm speaks to millennials through language
and jokes that they can appreciate. Advertising on this daily newsletter will allow CWGS to meet
Connected Trailblazers where they are.
1. http://mediakit.austinchronicle.com/#readership
2. https://expandedramblings.com/index.php/pandora-statistics/#.WdqR3tPyts
3. E-Marketers Definition to Audio 2017 Guide.
4. http://www.npr.org/about-npr/178640915/npr-stations-and-public-media

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5. http://nationalpublicmedia.com/npr/audience/?profile=the-curious-explorer
6. http://www.investopedia.com/articles/markets/082515/how-theskimm-works-and-makes-money.asp
 SOCIAL
STARTING THE CONVERSATION ONLINE
YELP & TRIP ADVISOR
These social review sites provide additional opportunities to promote the CWGS brand for free.
Millennials value the social nature of these sites because they like to hear their friends opinions and
to share their own. Eighty-eight percent of people report reading online reviews to make a decision
about a local business and 85 percent of customers reported reading at most ten reviews at a time
when researching a business online.1 To capitalize on this online word-of-mouth, CWGS can make
sure these profiles are up to par. This means claiming the CWGS pages, rewriting the content,
engaging with the reviewers (positive and negative!), and posting quality photos.2 Once you claim
your pages, you even have access to analytics tools and direct messaging. All of these fixes are
free and could make a monumental difference in the way customers view CWGS. Going even further,
CWGS needs to incentivize customers to rate and review, which can be done by offering a Yelp deal
on the page for $1 off admission if you check in. To increase the reliable reviews on the page, contact
frequent Yelp reviewers, maybe even those who have reviewed competitors, and offer free
admission in exchange for a review.

FACEBOOK
The CWGS Facebook strategy is two-fold: content and paid advertising. CWGS needs to engage with
its customers and followers by producing consistent, clear, and relevant content, but it also needs to
make sure that people are seeing that content. Unfortunately, with the Facebook algorithm, that
means shelling out some money.

Content strategy and ideas:

Change the profile photo from Palmer Events Center to the CWGS logo.
Create an engaging, informative About paragraph on the page to clarify to readers that CWGS is
a vintage market/experience.
Caption every photo with the vendor name, price, and other relevant details.
Respond to comments, especially those inquiring about products. This engagement is crucial to
establishing a strong relationship with followers.
Facebook Livestream the event set-up, and give a sneak-peek of what youre offering.
Utilize our recommended keywords and hashtags in order to keep the brand image consistent,
encourage customer engagement, and improve SEO.
Create content that doesnt just feature vendor items. This could include a Guide to Cheap
Parking or a Vintage Guide. These are relevant pieces of content that are useful to your target.
Focus on content that is useful or tells a story. Post regularly, but dont sacrifice quality.
Utilize the in-app analytics tools to optimize post times, etc.

PAID ADVERTISING
Continue creating the event pages, but make sure to promote the event by sharing and paying to
boost it prior to event time. This puts the event top-of-mind with viewers at just the right time.
Facebook events can be boosted directly to the CWGS target market: young professionals of both
genders, ages 18 to 38. CWGS will get the most out of this advertising option by boosting for two
weeks prior to event weekend and establishing a budget of $300.
Similarly to the process of boosting events and posts, CWGS can create targeted advertisements
within Facebook. We recommend that these advertisements run in tandem with the boosted event
page for two weeks prior to each event. The goal should be set at 500 target market-focused clicks,
which will be about $350. This estimate is based on the 2017 Facebook CPC average of 70 cents for
the retail industry.3 Since CWGS is new to Facebook advertisements and does not have a large
budget, CPC should be used when bidding, rather than CPM.4 This content should deviate from the
event pages and standard Facebook content by enticing the viewer to click. To do this, we
recommend including a call-to-action that is applicable to customers: links to admission coupons on
the website, links to buy event tickets via website, links to helpful blog content, etc.
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 SOCIAL
STARTING THE CONVERSATION ONLINE
INSTAGRAM
Within Instagram, there are two areas for improvement: layout and content. As far as layout, there
should be a new profile picture -- preferably the CWGS logo -- and also a bio that explains what
CWGS is with an emphasis on its vintage component. Moving forward with current content, its great
that followers can get a glimpse of some of the items that can be purchased during CWGS. However,
posts like these should also include captions that tag the vendor that the item is from, have a
description of the item or vendor, and mention the selling price. In addition, there is great potential
in terms of new content that can be created. CWGSs new focus market is all about the experience
both in the moment and online. This manifests itself on Instagram through more engaging and
interactive content.
Content Strategy

Upcoming Event Post: This is a great example of good content for Instagram that is both informative
and interactive for followers. That being said, because there are so many pictures on the current
Instagram feed that consist of the items vendors are selling, these photos should not be included
in the event post. Also, the current yellow and white background for these posts strays from the
normal red CWGS branding and should be removed. There needs to be a stronger focus on the
fact that CWGS is a vintage market in these posts, so people know what to expect when they show
up.

Giveaways: They dont have to be that often, but one or two per event will get followers attention
and encourage them to interact more with CWGSs content. (Ex: tag 2 friends for a chance to win a
free admissions ticket/food voucher)

Live stream: This could take place as the event is being set up to give people an inside look into
how CWGS operates, as well as build up excitement the day of the event

Instagram Stories: Provide more content for followers to interact with to build a stronger
relationship between the company and its customer base. These posts should take place before,
during and after the event. This is an opportunity for CWGS to allow vendors at the event to take
over the Instagram story and showcase some of the items they will be selling at the event. Not
only will this build CWGSs vendor relationship, but it will provide even more content for its
followers.
Vendor Spotlight Posts: This is an opportunity for CWGS to highlight vintage shops that will be at
the next event and give customers an idea of what to expect. Ideally, this would motivate vendors
to do their own social media marketing and promote the upcoming CWGS event.

SNAPCHAT
We recommend creating a Snapchat Geofilter for the event weekend. Since 64% of millennials tend
to think that Snapchat is cooler than all other social media platforms, CWGS cannot ignore this
opportunity.5 Geofilters increase brand engagement and loyalty, and they also provide enormous
reach, boosting CWGS brand awareness with people who arent even attending the event. The
geofence could extend to South Congress and Zilker, in order to intrigue people who are in the area
for the day. With that being said, this option is expensive. To create a filter solely for the Palmer
Events Center area, it would be $50-$100, but for surrounding areas, it would range anywhere from
$800 to $1,600 for the weekend.6

1. https://searchengineland.com/88-consumers-trust-online-reviews-much-personal-recommendations-195803
2. https://biz.yelp.com/support/claiming
3. http://www.wordstream.com/blog/ws/2017/02/28/facebook-advertising-benchmarks
4. http://www.adweek.com/digital/cpm-vs-cpc/
5. http://www.marketingdive.com/news/gen-z-millennials-find-snapchat-cooler-than-instagram/429455/
6. https://geofilters.snapchat.com/org/guest/purchase/choose-area
-- 16 --
 E-COMMERCE
OPTIMIZING IN-PERSON THROUGH ONLINE
E-Commerce is changing the overall consumption habits of consumers. Store closing times, one
big shopping outing, or lack of shopper power no longer exists. With eight out of ten Americans
calling themselves online shoppers and 15 percent making weekly online purchases, there is
no doubt that the e-commerce world can make or break a company.1 An important note to keep
in mind when thinking about the big and overwhelming e-commerce world: E-Commerce does
not have to replace the physical event and location. E-commerce can enhance and drive
traffic to the event.

SELLING VIA FACEBOOK & INSTAGRAM

Millennials have become accustomed to not only being able to see online, but to also buy and
sell online. Social e-commerce is a huge trend within the e-commerce industry, one that allows
social media platforms to be much more than just social2. CWGS can utilize both their Instagram
and Facebook accounts to sell items online and provide incentive for vendors to stay connected
with CWGS. On Instagram, CWGS can post Vintage Piece of the Week with photos of items
and prices from vendors. Connected Trailblazers can direct message or comment on the post to
reserve the item and then come to the garage sale to pay and pick up their new vintage piece.
For Facebook, CWGS can create a buy-sell Facebook page where vendors can also be
administrators and post some of their pieces online to be sold. The page will include a Shop
Section that allows transactions to happen through Facebook. The Shop Section add-on from
Facebook is easy to use, free, and Facebook does not take any percentage of earnings.3 Utilizing
a buy-sell Facebook page not only keeps Connected Trailblazers interested in vintage pieces,
but incentivizes vendors to stay connected with CWGS since they are advertising their products
on the CWGS Facebook page.

CWGS CURATED BOOTH

A CWGS booth at every show will allow Sammie and Jennifer to continue to display their love of
vintage and their personalities while interacting with customers at the show. The booth will act
as an anchor to the entire show as a type of research method for Sammie and Jennifer to
understand what people like and do not like about the show. Creating a booth also allows
Sammie and Jennifer to sell their items online via an Etsy page. Since the items will be theirs,
they can manage direct selling to customers online. Creating an Etsy presence adds CWGS to
the well-known vintage world of Etsy, ranked No. 24 in the world for e-commerce retailers.5
There is no cost to make a business page, and there are only minor charges for listing a product
and a transaction fee. Etsy also reaches the Connected Beatnik group with 50% of buyers being
between the ages of 18-34.5 Since so many people go online to buy via Etsy, there is also an
opportunity for customers to discover CWGS via Etsy, and in return drive traffic to the event.

ONLINE TICKETING
Since CWGS is connecting more with customers online, it is essential to provide an option for
customers to purchase tickets online. Social media efforts, display advertisements, and other
online content will drive Connected Trailblazers to the CWGS website. Once on the website,
customers will learn more about CWGS, understand the events history, and acquire interest to
attend the next CWGS event. Selling tickets online will provide an opportunity for consumers to
commit to attending the event and perceive CWGS as a put together, well-planned event.

1. http://www.pewinternet.org/2016/12/19/online-shopping-and-e-commerce/
2. https://www.shopify.com/blog/16794380-3-ecommerce-trends-you-need-to-know-for-a-profitable-2015
3. https://www.facebook.com/business/help/846547442125798/?ref=u2u
4.
5.
https://www.digitalcommerce360.com/2015/07/28/etsy-sellers-tend-be-young-female-and-educated
http://www.socialmediadd.com/etsy-marketing-infographic_a/345.htm
-- 17 --
 OWNED
PROPERTY OF CWGS
Owned media recommendations naturally build off the other strategies and bring all of
the other recommendations for CWGS in full circle. All social media accounts as well as
the website will be utilized to create interactive and authentic content for CWGS focus
market as well as add to the experience customers receive from CWGS. Owned media
allows CWGS to become more consistent with its branding and have an online presence
that will build relationships with Connected Trailblazers.

EMAIL
A monthly email newsletter will allow CWGS to have consistent interaction with Connected
Trailblazers. This newsletter will give readers a monthly update of when the next event is being
held, feature what vendors will be there, and any other special products or announcements. The
email will also feature snippets from the CWGS blog, hopefully leading readers back to the
website. Emails will feature social media handles along with a special hashtag buyers can use in
order to share either purchases they have made or what they have done with past purchases.
These short, friendly email reminders will make Connected Trailblazers feel like they are simply
getting an invite from a close friend that hopes to see them at an upcoming event. In order to reach
the entire group of emails that CWGS currently has, a mailing service such as MailChimp will both
send out the emails and collect reader analytics.

BLOG
In order for customers to get a feel for the CWGS brand, an online blog will speak directly to
Connected Trailblazers and position CWGS as a knowledgeable source on all things vintage. This
blog will resonate with our target market since they are a generation that relies heavily on social
media, as well as being able to stay connected to brands virtually. The blog content can begin
with a few posts about the story behind CWGS and what it is today. The blog can also feature
vendor stories and certain specialty vintage products. Both of these ideas will work to build a
relationship with readers and create relatable and interesting content for Connected Trailblazers
to follow. These blog posts will be promoted through CWGS social media accounts. All posts
featuring blogs will have a short description of the article along with a link in order for the reader
to easily access the articles while they are scrolling through.

WEBSITE
Creating a more sleek and minimal website is a long term investment that will greatly improve the
companys e-commerce abilities and brand interactions. The new website would be more user-
friendly and include the CWGS blog and an online ticket sales page. While creating a completely
new website might not be immediately practical, there are other less costly and immediate options
to create a drag-and-drop website that does not require the user to have any coding skills.1 The
most costly expense for this endeavor would be the time of an intern putting together and
maintaining the website. While there is a short-term option, Dominating Media still believes the
most beneficial investment for the long term would be to invest in creating a professional website.

SEARCH ENGINE OPTIMIZATION

The current website appears at the bottom of Googles page when searching for vintage markets in
Austin. Optimizing the website and including hashtags and keywords, such as #vintagemarket,
#CWGS, and #Austinvintage, will help the CWGS website naturally come up as a higher result in
Google searches. SEO is a free and effective way to be discovered by Austinites who are interested
in local events or vintage markets and may not already know about CWGS.

1. https://www.websitebuilderexpert.com/wordpress-alternatives
-- 18 --
 IN-MARKET ACTIVITIES
MAKING THE EXPERIENCE

MARKETING MATERIALS
Stickers: CWGS-branded stickers will be stuck all over Austin as a way to make people aware of
the CWGS name. The stickers will have the CWGS logo and website address, which will drive
traffic to the website. The goal of the stickers is to make CWGS more well-known across the Austin
community and increase peoples interest in the event. The stickers will be dispersed in high-
traffic areas such as South Congress, East Austin, UT Austin campus, as well as given to vendors to
use at their own stores.

Flyers: CWGS flyers will be spread throughout Austin the week of the event to spread the word to
the community. The flyers will give a brief description of the marketplace, location, time, vendors,
and key highlights. The flyers should be distributed in high-traffic areas such South Congress, UT
Austin campus, and local business/coffee shop bulletin boards. Using flyers to notify the
community of an upcoming CWGS event will also position CWGS as an authentic, Austin-y
brand.

OVERALL EXPERIENCE
Taking into account the reviews and insights from the community perception analysis, CWGS
should work to make the event worth the cost of admittance. Since millennials place such high
value on experiences and Austins culture is founded in food and live music, CWGS should play
into these components and build a more experiential event.1 Unfortunately, Palmer Events Center
has a lot of restrictions on food guarantees and vendors, making this more of a long-term option.
To start off, CWGS should contact local bands to play at each event and rent sound equipment
from Palmer. Also, consider purchasing additional seating and tables so that customers have more
room to take breaks and enjoy themselves, especially while listening to the music. These small
fixes will encourage customers to stay longer. Even if the customers dont make a purchase, they
will have positive associations with the CWGS brand and feel like their money was well-spent. The
combined total cost of these changes is approximately $300. The Appendix features band
suggestions to make the process easier.

BRANDED MERCHANDISE
Tying into the other experiential ideas, CWGS should also consider providing free branded
merchandise to event attendees. There are a variety of online and local vendors that offer these
items for inexpensive prices, especially when buying in bulk. Specifically, CWGS could offer
reusable totes to attendees to use both inside and outside the event. Since Austin has a plastic bag
ban, this ties into the local culture, and it is a practical and usable merchandise item that will
organically spread the brands name. 4imprint.com offers a basic tote for $1.79/per item, totaling
$447.50 for 250 totes an event.2 These totes could be given to the first 250 guests or displayed at
the info table for anyone that would like one. In the future, CWGS could move into other branded
merchandise areas, such as t-shirts, coffee mugs, or baseball hats. But for now, tote bags are the
most cost efficient and rank third in a recent study of top promotional items that millennials
prefer.3

1. https://www.forbes.com/sites/ashleystahl/2016/11/15/how-millennials-spend-their-money-hint-experiences-trump- possessions/#1abef3ca5cfb
2. https://www.4imprint.com/product/101326-1513/Big-Thunder-Tote-15-x-13
3. http://magazine.promomarketing.com/article/what-millennials-want-at-brand-events/
-- 19 --
 BUDGET
BEFORE AFTER

Media Impressions Cost

Media Cost Social Media 500 Clicks $800

DO 512 $725.00 Search 86,500 $1,455

Display 44,000 $1,225
KLBJ/KGSR $1,000.00
Owned $10
KVUE Austin $1,904.00
E-Commerce $29
Austin Chronicle $2,276.00
In-Market 41,666 $1,901
Total $5,905.00 Intern($8/hr) $480
Total 172,166 $5,900

Display Intern Social

($8/hr) Media

Print
Radio
In-Market
Search

Owned
Display
TV
E-Commerce

-- 20--
srds.com
 HOW DOES THIS INCLUDE
VENDORS?
Its easy to focus on attracting customers and increasing brand
awareness, but CWGS should also work to retain vendors. After
all, CWGS relationship with these vendors is very symbiotic,
providing the necessary framework for the event. Fortunately,
many of the content changes CWGS will make to further the
brand image will also positively impact vendors.

The companys movement into the e-commerce world through

social platforms can significantly benefit vendors. One of the
proposed changes is to create a CWGS Buy/Sell Facebook page
where vendors have the option to be administrators. This will
provide vendors a new platform to sell and connect with
customers, which serves a key point of interest in our
technology-driven world. Vendors would also benefit from
improved Instagram and Facebook content that details their
products, pricing, etc. and regrams from their own social media
pages.

Overall, the steps that are taken to increasing customer

satisfaction and brand perception also indirectly benefit the
vendors. The more bodies at the event and the more favorable
reviews, the more the event as a whole will flourish. If the
experience is positive for customers, word will spread naturally.
Not only will current vendors be retained, but new ones will flock
to CWGS.

-- 21 --
 SUMMARY
We at Dominating Media believe it is crucial for CWGS to continue to adapt and
develop with the changing times. Efforts such as adding an e-commerce
dimension to the event and strategizing social media content are just a few ways
to reach Connected Trailblazers and an overall younger customer base. CWGS
has such a great history and Dominating Media wants to make sure that the event
is intertwined with the colorful and quirky Austin community. Change and
adaptation can be difficult, but the transformation is worth being able to continue
connecting with the community. With this media strategy, CWGS can continue to
be the trailblazing company that Sammie and the Dwyer family created.

We built this strategy not as a one-time plan, but as a company playbook that
CWGS can base their future media efforts off of. We believe that if CWGS
embodies our Guiding Force, they will create a stronger brand personality that
can be shared with customers. Our strategy ties in all four of our pre-determined
KPIs: Direct Purchase, Generate Interactions, Foster Buzz, and Reinforce Brand
Image. Achieving these KPIs will grow the CWGS business in the Austin
community.

Currently, what is old is new. Vintage resale is popular among millennials and
this is an ideal opportunity for GWGS to grow. We believe now is the time to be
actively developing CWGS and creating an experience that pulls people in.

Embracing this strategy does not change CWGS, it further develops the
company. We believe you can not only survive in the Austin vintage business
sector, but dominate it.

-- 22 --
APPENDIX

-- 23 --
 MEDIA OUTREACH
WHO TO TALK TO

First&Name Last&Name Email&Address Phone&Number Sources

Anna Andersen anna@tribeza.com (512)&474B4711 Tribeza
Joe Barlow joe.barlow@kxan.com KXANBTV
Jana Birchum jbirchum@austinchronicle.com (512)&297B7821 The&Austin&Chronicle
Kathy Blackwell Kathy.Blackwell@greengale.com (512)&960B2173 Austin&Way&Magazine
Sharon Chapman schapman@statesman.com (512)&445B3647 Austin&AmericanBStatesman
David Courtney dcourtney@texasmonthly.com (512)&320B6900 Texas&Monthly
Michael Crockett info@kutx.org (512)&471B1631 KUTXBFM
Louis Delone Lou.DeLone@greengale.com (512)&960B2174 Austin&Way&Magazine
Victor Diaz victor.diaz@charter.com (512)&531B8800 Spectrum&News&Austin
Wes Eichenwald newstips@statesman.com (512)&445B3851
Michael Hall mhall@texasmonthly.com (512)&320B6900 Texas&Monthly
Deborah HamiltonBLynne atxdeb@gmail.com (713)&581B8076&x3 CultureMap&Austin
Melanie Haupt (512)&454B5766
Raoul Hernandez music@austinchronicle.com (512)&454B5766 The&Austin&Chronicle
Michael Hoinski mhoinski@gmail.com (512)&320B6900 Texas&Monthly
Madeline Hollern mhollern@austinmonthly.com (512)&263B9133 Austin&Monthly
Gerald McLeod daytrips@austinchronicle.com (512)&454B5766 The&Austin&Chronicle
Molly McManus molly@culturemap.com (713)&581B8076&x3 CultureMap&Austin
Chris Perez chris@citygrammag.com Citygram&Austin
Katey Psencik kpsencik@statesman.com (512)&445B3851 Austin&AmericanBStatesman
Nicole Raney nicole@culturemap.com (713)&581B8076&x3 CultureMap&Austin
Emily Roberts emily.roberts@txdot.gov (512)&486B5811 Texas&Highways
Chad Swiatecki cswiatecki@gmail.com
Arden Ward arden@culturemap.com (713)&581B8076&x3 CultureMap&Austin
Stephen Webster stephenw@austin.com Austin.com

-- 24 --
*From Meltwater
 EXPERIENCE DETAILS

LOCAL BANDS TO CONTACT

Band Name Website How to Contact

Lady Fang Music https://www.ladyfangmus ladyfangmusic@gmail.
ic.com/ com
Pearl Earl https://pearlearl.bandca pearlearlmusic@gmail.
mp.com/ com

Enjoy the Weather https://enjoytheweather.b Via a contact form on

andcamp.com/ their website
Dogs and Diamonds https://www.facebook.co dogsanddiamondsmusi
m/dogsanddiamondsoffic c@gmail.com
ial/
Lola Tried https://lolatried.bandcam lolatried@gmail.com
p.com/

OTHER AUSTIN EVENT VENUES

(Palmer Event Center has the best price for its resources)

Location Parking Rental Capacity

Coppertank Event Center $6/2 hours $6,000/day 850+
Austin Convention Center $6/2 hours $28,000/day 3-5,000
Frank Erwin Center Varies $50,000+/day 16,000+

-- 25 --
 SOCIAL MEDIA, PART 1
CONTENT SCHEDULE
Sunday 10/29 Monday 10/30 Tuesday 10/31 Wednesday 11/1 Thursday 11/2 Friday 11/3
Give Away Post (Tag 3 Get to know CWGS
Post Vendor Spotlight Post friends) Vendor Spotlight Post Post Vendor Spotlight PostWebsite Blog Post
Because City Wide will
be generating new
Begin the rollout of Another way to utilize content on several
content a month This post provides more Instagram is to create These posts should have platforms, including the
before the actual engaging content for Several Vendor content that gives the actual vendor tagged website blog, it is crucial
event, these Vendor followers. By asking Spotlight's will need to followers an in the picture. If City to use social media for
Spotlight posts are a followers to do something be implemented to exclusive look at all Wide can get followers promotion. This can
chance to build a like tag friends, CWGS give vendors a chance the different excited about the include a link in the
stronger relationship creates a dialogue to showcase who they components that vendors that are going to Instagram bio to then
with exising vendors between a brand and its are and what kind of make up CWGS as be at the event, it will blog post being shared
and provide more cusomters; plus items they will be well as its amazing translate to excitement that week. (Link can be
Strategy content for followers. customers love free stuff! bringing to the event. history/foundation. for the event in general. changed weekly).
Facebook Each of these posts should also be shared on FB.

Sunday 11/19 Tuesday 11/21 Tuesday 11/21 Wednesday 11/22 Thursday 11/23 Friday 11/24 Saturday 11/25
Band Announcement
Post Vendor Spotlight Post Event Announcement Post Band Announcement Post Vendor Spotlight Post Post
This announcement will
introduce to event goers
what live music they can
This will follow the same idea expect when they come to
of the post already made on CWGS. Giving attendees This second post will
Instagram that announces the as much information do the exact same
The last week leading up to next CWGS event. An before hand will ensure This post will be one thing as the first Band
the event should still emphasis will be placed on that they know just what final chance to give Announcement Post
introduce/remind people the vintage aspect of the they're paying for when people and idea of does and will make
who plan on attending of event to clarify to potential they walk through the what kind of vendors sure that each band
all the great vendors that cusomters what they should Palmer Event Center will be at CWGS's next gets an equal amount
Strategy will be at the event. expect. doors. event. of promotion.
Vendor takeovers -
allocate specific
times for vendors to
post on CWGS's
Instagram story,
showcasing what cool
items they have to
Story offer .
Go Live to give
customers a sneak
peek of what goes on
behind the scenes to
put this event together
(things like setting
up); This can also be a Go Live during the
chance for City Wide event to show
to answer any potential attendees
questions people what the event looks
might have about the like and where to find
Live event. different vendors.
Facebook Each of these posts should also be shared on FB. Not just the link, the actual picture should be posted with the same caption.

Sunday 11/26 Monday 11/27 Tuesday 11/28

Post Saturday Recap Post Sunday Recap Post Thank You Post
The entire reason for the up in posts on
social media channels is to create a presence
This post will have the same concept for this brand and to also start and maintain a
This post can include a slide of behind it as the Saturday Recap Post. dialogue with those that follow the brand. By
several pictures from day one of the Even if people weren't able to attend, posting a thank you picture letting
event. Some attendees will not be CWGS can fill them in on what went down follower/people who attended know that
able to make it both days and by with content that shows how great the CWGS appreciates them for coming out and
posting pictures from the day they event went. The goal is to get CWGS's supporting all the local vendors, City Wide
missed CWGS can build excitement followers to make sure they don't miss continues this dialogue even after the event
Strategy for the next day of the event. the next event. is over.
Vendor takeovers - allocate specific
times for vendors to post on CWGS's
instagram story, showcasing what
Story cool items they have to offer.
Go Live during the event to show
potential attendees what the event
looks like and where to find different
Live vendors.
Facebook Each of these posts should also be shared on FB. Not just the link, the actual picture should be posted with the same caption.

-- 26 --
 SOCIAL MEDIA, PART 2
KEYWORDS HASHTAGS
Vintage #CWGS
Antique #celebrating40years
Austin Events #since1977
Antiques Austin #ATXcitywide
Antique Shows Austin #antiqueAustin
Antique Events Austin #vintageAustin
Vintage Events Austin #ATXvintage
Vintage Austin #ATXantique
Things to do in Austin #PalmerEventsCenter
Weekend Events Austin #ATXweekend
Vintage Furniture #__daycountdown (insert
Vintage Furnishings number of days prior to
Vintage Home Goods show)
Vintage Clothing

BLOG IDEAS
Our Story
The history and story behind
what CWGS came to be what it
is today
Vendor Highlight
Highlight a vendor with a
unique or entertaining story
Pinterest DIY Projects
How Tos on recreating used
furniture
Decoration ideas using vintage
pieces
Buyers Stories
Highlight how others have used
their purchases at CWGS -- 27 --
 REBRANDING IDEAS
STYLE GUIDE
We are providing options, suggestions, and starting points for rebranding CWGS to this
new target audience. Consider our designs and the additional font options weve
offered when moving the brand forward.

Fonts used: Pacifico, Ewert, and Orator Std Medium (all free online)
Colors used: cream (RGB: 255, 241, 400), CWGS red (189, 42, 39), navy (22, 38, 68)
New slogan/tagline: A Vintage Experience
Additional suggestions:
- Consistency across patterns, colors, fonts, and sizes
- More minimal, vintage-inspired design rather than retro prints or styles

-- 28 --
THANK YOU, CWGS!
We are so excited to create
A Vintage Experience
with you!