I.

EXECUTIVE SUMMARY

COMPANY & MARKET OVERVIEW

The Mine is the official Bingham High School Store. Offering popular snack foods and trendy school apparel
at affordable prices, The Mine emphasizes community and school spirit as the values of their brand. As one of
the oldest schools in Utah, school identity is a major factor in buying behavior for the members of the
Bingham community, which ties this market directly to The Mine.

PROBLEMS
Despite overall growth of the store, the apparel department remains stagnant. As a necessary revenue source
and branding tool, The Mine must take additional measures for the apparel. Lack of strong communications
channels outside of the school and ineffective advertising of the brand are challenges preventing the store
from maximizing its opportunities.

OBJECTIVES
▶ Increase apparel sales by 50%
▶ Generate an active social media presence
▶ Establish a unique and cohesive brand image

TARGET MARKETS
Primary: Bingham High School students and faculty involved in extracurricular programs
Secondary: The Bingham community, including current and future students, alumni, and sponsors

CAMPAIGN STRATEGY
#MinerMagic Series - utilize content marketing to present the school store brand
INTERNET
Promoted Ads - use business tools to boost social media presence
MARKETING
Direct Advertising - sell directly to target markets online
Miner Magic Rewards - reward customer loyalty and interaction
SALES
“Couldn’t Be Prouder” Contest - connect customers to the school store brand
PROMOTIONS
Blue Friday Sale - increase sales and engage with customers
Ambassador Program - reach out to market segments through brand representatives
PUBLIC
Athletic Partnerships - foster positive school relations and build school spirit
RELATIONS
Community Service - promote a community-oriented brand image

STATEMENT OF BENEFITS
The #MinerMagic Campaign will run from September 2018 through February 2019 with a budget of $2,850.
The campaign is projected to bring in $8,150 in revenue, corresponding to an ROI of 186%. Additionally, the
campaign will establish active communications channels with The Mine’s target markets, increase brand
recognition and brand loyalty, and provide the marketing and customer bases for sustainable growth.

#MINERMAGIC CAMPAIGN 1
 II. DESCRIPTION

Bingham High School is located in South Jordan, UT, a 70,000-resident, upper middle-class community in the

Salt Lake City metropolitan area. Named after the original mining town that established Bingham High over

100 years ago, the Bingham Miners are united by tradition and school spirit. As the official Bingham High

School Store, The Mine is in the business of supporting the school’s nearly 3,000 students and faculty. By

selling popular products and being engaged in school activities, the store has branded itself as a leader of

school spirit. The Mine offers two lines of products: a variety of snack foods and school apparel. The snack

bar is available to students and faculty at the school during breakfast and lunch, and apparel is sold to school

and community members at the snack bar, school activities, and online. The store presents a unique

advantage point over its competitors by offering trendy yet affordable products. Operated by Bingham

students, The Mine has built itself a loyal customer base and a culture of quality service.

PROBLEMS
Since 2015, the company has expanded tremendously and is projected to grow at a rate of 5.5% into 2018.

Most sales derive from the snack bar, however, the return on apparel is significantly low. The difference

between marketing the snack foods and the apparel is the existence of an additional and significantly larger

market segment: the Bingham community. Though the opportunity created by this market is outstanding, the

lack of recognized communications channels outside of the store’s physical location presents a roadblock to

reaching those consumers. This, in turn, has made it difficult to advertise the same coherent brand image to

all of the store’s market segments. In order overcome these challenges and keep The Mine’s momentum up,

a strategic advertising campaign communicated to all target markets must be implemented.

#MINERMAGIC CAMPAIGN 21
 III. OBJECTIVES OF THE CAMPAIGN

The purpose of the #MinerMagic Campaign is to utilize The Mine’s apparel to tap deeper into the store’s

target markets and better connect the consumers to the brand. The campaign will address these challenges

facing the company by accomplishing the following three objectives:

1. INCREASE APPAREL SALES BY 50%

Rationale If the store advertises across all market segments appropriately, sales will increase and
contribute to The Mine’s overall growth.

Success • $3,750 in apparel sales over 6 months

Measurement • Sustain sales growth after the 6 months

2. GENERATE AN ACTIVE SOCIAL MEDIA PRESENCE

Rationale By establishing recognized communications channels outside of the school through
online customer interaction, the store will better reach its target markets.

Success • Total of 5 active internet platforms (Instagram, Twitter, Snapchat, Facebook, &
Measurement Website)
• Follower base of 1,200 users per platform
• 15% of followers in the 30-50 age range

3. ESTABLISH A UNIQUE AND COHESIVE BRAND IMAGE

Rationale An increase in brand recognition will generate brand loyalty and a returning customer
base.
Success • Conduct pre-campaign survey to random market sample about brand image of
Measurement The Mine and compare the results to a similar post-campaign survey.
• 80% survey ratings in favor of targeted brand image

#MINERMAGIC CAMPAIGN 2
3
 IV. IDENTIFICATION OF THE TARGET MARKET

PRIMARY TARGET MARKET: Students and Faculty of Bingham High School

▶ 2,600 students ages 15-18, average student family income of $99,681
Demographics
▶ 200 faculty ages 24-65, average faculty income of $55,708

▶ Bingham High School, South Jordan, UT

Geographics
▶ Frequently near the store’s location

▶ Buying behavior factors include school identity, fashion, and affordability

Psychographics
▶ Adapted to advertising at the school and on social media

The primary target market of the #MinerMagic Campaign consists of the students and faculty involved in

extracurricular programs at Bingham High School. Because they are a frequent audience in the physical

school building, they are the store’s primary focus. These consumers value school identity and are compelled

by the latest fashion trends. Our primary market will only spend money on inexpensive school apparel

because of the limited discretionary cash high school students and faculty possess.

SECONDARY TARGET MARKET: The Bingham Community

▶ 70,000 residents of South Jordan
Demographics
▶ Average household income is $99,681

▶ South Jordan and surrounding cities

Geographics
▶ Not frequently near the store’s location

▶ Buying behavior factors include the desire to identify with the school
Psychographics
▶ Adapted to direct advertising and online engagement

The secondary target market of the #MinerMagic Campaign consists of families of involved students, future

students, alumni, sponsors, and others with ties to the school. The city is one of the most affluent in Utah, and

most community members have both the time and extra income to be involved at Bingham. Because these

individuals want to identify with the school, The Mine presents value by offering a variety of school apparel to

wear in support of their students.

#MINERMAGIC CAMPAIGN 4
3
 V. LIST OF ADVERTISING MEDIA: INTERNET MARKETING

The first category of advertising media is Internet Marketing where The Mine will utilize technology to

promote its brand and sell to customers. The younger customers are especially receptive to social media

advertising, while the older customers will be easily reached through more direct internet channels.

Advertising Strategy: Content Marketing

Description: Tell the story of “Miner Magic” with a social media campaign featuring
#MINERMAGIC students wearing school store apparel using the #MinerMagic hashtag.
SERIES Tools: Instagram, Twitter, Snapchat, and Facebook
Benefits: Present targeted brand image and establish social media communications
channels
Advertising Strategy: Business Tools
Description: Run a sponsored ad campaign to reach out to and interact with more users
PROMOTED to enhance the effectiveness of social media advertising.
ADS Tools: Data optimization, audience polls, and retweets & reposts
Benefits: Boost the presence of the store by gaining more followers and generate social
media activity
Advertising Strategy: SoLoMo (Social, Local, Mobile)
DIRECT Description: Directly reach out to customers online using emails, foster a sense of
ADVERTISING community through close communication, and make products accessible online.
Tools: Email databases, updated store website, user-friendly online ordering system
Benefits: Increase the visibility and accessibility of the store

Top Left: Sample

#MinerMagic Series
Instagram post
featuring students
wearing fall apparel
Bottom Left: Sample
tweet designed to
engage with more
users by rewarding
followers w ho repost
Right: Sample email
advertisement sent
directly to community

NEW WINDBREAKER OUT ON FRIDAY!

members featuring
RT FOR 15% OFF #MinerMagic the store website.

#MINERMAGIC CAMPAIGN 54
 V. LIST OF ADVERTISING MEDIA: SALES PROMOTIONS

The second category of advertising media is Sales Promotions. In these events, The Mine will appeal to

customers by offering discounts and rewards for participating in campaign events. These activities will

generate sales in the store and allow The Mine to interact with frequent customers.

Advertising Strategy: Rewards Programs

Description: Customers will submit their phone numbers to receive promotions via text
MINER MAGIC and earn points towards free merchandise.
REWARDS Tools: Text messaging and customer information database
Benefits: Encourage customers to return to the store, increase sales, and establish
additional communications channels with target audiences
Advertising Strategy: Customer Contests
“COULDN’T BE Description: Customers will wear store apparel on social media posts with the reason
PROUDER” why they “couldn’t be prouder” to be a Miner and then vote for their favorites. The
CONTEST winner will receive a gift card and the chance to help design a product for the store.
Tools: Social media platforms
Benefits: Engage with customers and connect them to the brand
Advertising Strategy: Sales Events
Description: Sell apparel at a Friday night basketball game at marked down prices with
BLUE FRIDAY food trucks, music, and giveaways.
SALE Tools: Personal selling to large audiences
Benefits: Sell directly to all market segments, boost brand image as a leader of school
spirit, and increase apparel sales

MAKE SOME #MINERMAGIC AT THE

BLUE FRIDAY SALE

FRIDAY, NOVEMBER 9 @ 6 PM
BINGHAM HIGH GYMNASIUM

50% Off Long Sleeve Shirts

Buy One Get One Free Graphic T-Shirts
Free Lanyard with $25 + Purchase, & More!

Top Left: Sample promotional text to be sent to members of the Miner Magic Rewards Program
Top Right: Sample poster advertisement for the sales promotions at the Blue Friday Sale

#MINERMAGIC CAMPAIGN 65
 V. LIST OF ADVERTISING MEDIA: PUBLIC RELATIONS

The final category of advertising media is Public Relations. The goal of these activities is to develop

relationships with members and groups of The Mine’s target markets and brand the store as a community-

oreinted company. These relationships and this brand image are essential for the school’s official store.

Advertising Strategy: Brand Representatives

Description: 10 outgoing students will promote store apparel at school and on social
AMBASSADOR media posts and represent The Mine at school activities and school organizations.
PROGRAM Tools: Spokespeople, product placement, social media platforms
Benefits: Expand the store’s outreach through personal selling and promote a positive
student-oriented brand
Advertising Strategy: Sponsorships
Description: Partner with the football and basketball teams by designing and selling
ATHLETIC athletic spirit apparel, hosting tailgates, and running halftime mini-games.
PARTNERSHIPS Tools: Selling to large audiences and sponsoring popular groups
Benefits: Foster strong relationships with other Bingham organizations and sell to larger
audiences
Advertising Strategy: Philanthropy
COMMUNITY Description: Participate in schoolwide service efforts by selling limited edition apparel
SERVICE and donating 15% of all sales for one month.
Tools: Movement Marketing
Benefits: Generate positive publicity and connect the store to the community

SENIOR NIGHT
What’s new with The Mine

Ambassadors? #MinerMagic

SPONSORED BY THE MINE
@ 6 PM
ON THE QUAD

KICKOFF @ 7 PM


Bottom Left: Sample tw eet featuring The Mine Ambassadors
Bottom Right: Sample advertisement for a football tailgate sponsored through Athletic Partnerships

#MINERMAGIC CAMPAIGN 7
6
VI. SCHEDULES OF ALL ADVERTISING
SEP OCT NOV DEC JAN FEB

#MINERMAGIC SERIES

PROMOTED ADS

DIRECT ADVERTISING

AMBASSADOR PROGRAM

The #MinerMagic Series and Promoted Ads will run daily for all 6 months of the campaign, and the

Ambassador Program will be piloted in September and continue throughout the entire campaign. Direct

Advertising will be utilized at key points during the campaign to maximize engagement with target markets.

VII. SCHEDULES OF ALL SALES PROMOTION ACTIVITIES

SEP OCT NOV DEC JAN FEB

MINER MAGIC REWARDS

“COULDN’T BE PROUDER”

BLUE FRIDAY

ATHLETIC PARTNERSHIPS

COMMUNITY SERVICE

The “Couldn’t Be Prouder” Contest, Blue Friday, and Community Service are scheduled on short periods to

maximize participation from target markets at specific times during the campaign. Miner Magic Rewards will

run for all 6 months in addition to the Athletic Partnerships which transition from football to basketball

between November and December.

#MINERMAGIC CAMPAIGN 8
7
 VIII. BUDGET

CAMPAIGN EXPENSES

CAMPAIGN EVENT DESCRIPTION COST

#MinerMagic Series Photography & Editing Set Up $125

Promoted Ads Instagram Promotion, $1/day x 50 days $150

Facebook Promotion, $5/day x 10 days
Social Media Tools Management

Direct Advertising Website Renovation $650

Miner Magic Rewards Discounts, $100/month x 6 months $650

Information Technology Management

“Couldn’t Be Prouder” Contest Contest Promotion $100

Information Technology Management
Award to Winner

Blue Friday Event Promotion $375

Food Trucks, $150 base x 2 trucks
Equipment and Set Up

Ambassador Program Apparel, $150/season x 2 seasons $400

Involvement, $10 student x 10 students

Athletic Partnerships Halftime Mini-Games $100

Awards to Winners

Community Service True Blue Apparel Set Up $300

Donation, 15% x $1800 in sales

Total Cost $2,850

BUDGET DISTRIBUTION
PUBLIC INTERNET
INTERNET MARKETING RELATIONS MARKETING
28% 32%
SALES PROMOTIONS

PUBLIC RELATIONS
SALES
PROMOTIONS
40%

#MINERMAGIC CAMPAIGN 9
8
 IX. STATEMENT OF BENEFITS

With a budget of $2,850, the #MinerMagic Campaign is projected to bring in $8,150 in revenue, which

corresponds to an ROI of 186%. This number was calculated using the projected increase of apparel sales

and the current store growth rate. Apparel will bring in $3,750, a 50% increase. These sales will put the

apparel department on a strong path for growth that matches the expansion of the rest of the store, allowing

The Mine to sustain long term growth. Additionally, the campaign will establish several long term

communications channels with the store’s target markets. Most importantly among these communications

channels, The Mine will generate an active social media presence, allowing the store to advertise to a larger

audience. This marketing base will increase the effectiveness of promotional strategies and provide the store

with several marketing resources for the future. Finally, this campaign will take the necessary steps to

coherently brand The Mine as a trendy, inexpensive, school spirit brand to all its target audiences. This

increased brand recognition will create a stronger sense of brand loyalty, establishing a reliable customer

base for the future. Overall, the benefits of the #MinerMagic Campaign will enable The Mine to achieve its

objective of sustainable growth, allowing the store to plan a successful vision moving forward.

OBJECTIVES: BENEFITS:
• INCREASE APPAREL • SUSTAINABLE
SALES GROWTH
• ESTABLISH • MARKETING BASE &
COMMUNICATIONS RESOURCES FOR
CHANNELS THE FUTURE
• DEVELOP BRAND • BRAND
IMAGE RECOGNITION &
LOYALTY
#MINERMAGIC CAMPAIGN 10
9
 X. BIBLIOGRAPHY

Agrawal, AJ. “17 Marketing Trends To Watch Out For In 2017.” Forbes, Forbes Magazine, 15 Dec. 2016

Dholakiya, Pratik. “Content Marketing Done Right: 8 Examples You Can Learn From.” Marketing Land, Third

Door Media, 6 Nov. 2015

Fidelman, Mark. “Infographic: The Retailers Guide to Social, Local & Mobile (SoLoMo).” Forbes, Forbes

Magazine, 19 Oct. 2012

Grant, Adam. “Three Ways To Improve Your Student Ambassador Program.” Forbes, Forbes Magazine, 7

June 2016

Jacobsen, Morgan. “Utah Communities Still among Fastest-Growing in Country.” DeseretNews.com, Deseret

News, 19 May 2016

“South Jordan, Utah.” City-Data.com, Advameg, inc., 2018

#MINERMAGIC CAMPAIGN 11 10