RunTex Campaign Book

421media
contents
meet 421media
executive summary
on your mark...
brand profile
competitor profile
geographic profile
trade area profile
core market profile
target market profile
general audience profile
situation analysis
campaign scope
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get set...
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go.
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media vision
objectives
media menu
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21
24
budget breakdown
media strategy
continuous
flight I
flight II
flight III
media mix
flow chart
further recommendations
letter to the client
* sources are included at the foot of each content page
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meet us
421media
Anita Pruneda was born and raised in the small border town of Del Rio, Texas. As the middle child of three she
quickly tried to find her purpose in life, since being the baby and the role model were already taken. She
discovered her love for dancing at age 7 and formed an all girls lip-singing group called “Dream,”. The group
quickly fell apart as they constantly argued over the position of lead singer. With her dreams of being a star
ending, Anita found her passion for animals and adopted two cats, only to find out both were pregnant. With
twelve cats at home, Anita attends The University of Texas at Austin, pursuing a Bachelors degree in PR so that
she can provide a better life for her cats. Max Herschap is the world’s most indecisive man. With a bright career in the corporate world ahead of him, he is
currently pursuing a degree in advertising from The University of Texas at Austin. He plans to leverage his
education for a job in an architecture firm. Before doing that, however, he plans to pursue dual degrees in
electrical engineering and Slavic poetry. With these interests in mind, he hopes to be honored as a Nobel
laureate for his 247-page poem composed on graph paper. After winning such an esteemed award, he hopes
to go back to school and earn a doctorate in sculpture, with a focus on snow leopard form and motion.
Missy Weaver grew up in the biggest small towns in Texas. She was studious from the start and was selected to
compete in the 4th grade spelling bee. Unfortunately she lost on the word "tinniest,” a loss that still haunts her
today. In the 5th grade she documented a month long experiment about fungus growth on different foods for
the state science fair. This took her all the way to the state science fair where she earned a coveted participation
ribbon. More impressively, she rode the Titan at Six Flags five times in a row the same evening. The rest of her
educational career excelled from there. After attending one semester of college at home, she left the nest and
came to Austin to attend The University of Texas where she is working towards a degree in Public Relations. Katherine Easterling is a senior advertising major at The University of Texas at Austin. With her sparkling and radiant
personality, it is no wonder that her childhood as a street performer in Washington Square Park has launched her
into a life of fame and fortune. With her unique and unprecedented dancing duck act, she has performed with
world famous celebrities like Lady Gaga. After a brief stint in prison for animal hoarding (136 ducks is above the
legal limit), she decided to turn away from the spotlight and focus on her education. After graduation, she hopes
to channel her experiences into a career as a high-powered advertising executive in New York City.
Kate Van Winkle is nothing to write home about. As a public relations and English double major at The University
of Texas at Austin, she hardly ever makes an appearance in class and often receives worried voicemails from her
roommates inquiring as to her whereabouts for the past four weeks. Though if asked, she claims it is simply
laziness, in reality she is often called away to pursue her work as a spy for MI6. With her boundless intelligence and
impeccable intuition, she has helped take down some of the world’s most dangerous criminals. With her help,
empires have been toppled and worldwide catastrophes averted. See? She really is nothing to write home
about. No seriously. Don’t write about her… or else.
2
executive summary
Through in-depth research and strategic planning, 421media developed insights to help RunTex create the best
possible media plan for their launch in Atlanta, Georgia. This plan will achieve its stated objectives through a variety of media
to reach our target, general, and core markets.
After closely analyzing the Inman Park geographic market, 421media has carefully crafted a media plan to successfully
reach three target markets. Throughout the process, 421media identified and researched RunTex’s competitors in order to
place them ahead of the competition and give the new location a distinct advantage.
421media identified avid runners as the passion group and core market for RunTex’s media plan. These runners are
active, health conscious consumers age 25-50. This group is more mature overall and better educated than the general
population. This group is effectively reached at health and wellness expos that are coupled with local marathons. Their active
lifestyle and narrow focus on health and wellness makes this the proper medium to reach this target.
The target market is comprised of adults age 30-49 who have a high propensity to be active and purchase running
shoes. This group is reached through several promotional events and traditional vehicles (billboards). These promotional
events will establish RunTex as an active, community-oriented company. The billboards are ideal for this target due to their
constant on-the-go schedules. 421media has also identified a general target audience, an extension of our target market,
made up of families and community-oriented consumers. This group is very well educated and more tech-savvy than most in
their age group, therefore this group is best reached with our community-wide tech savvy scavenger hunt. The scavenger
hunt is ideal for this target due to their community values and passion for technology. Online advertising will be used to reach
this market due to the amount of leisure time they spend on the internet. 421media will also utilize newspaper to promote the
scavenger hunt a month prior to the event. This targets tendency to keep up with current events supports 421media’s
decision for newspaper advertising. While reaching the targeted markets, RunTex will establish itself as a community friendly
company while promoting a healthy, active lifestyle.
With a budget of $55,000, 421media has selected media and vehicles that would successfully reach each specific
target market. With a large emphasis on active adults 30-49 and their community/family oriented values, 76.31% of our
budget will used on billboards, newspaper, promotional events and promotional materials. 18.67% will be spent on online
media to target our technology driven consumers. 2.56% of our budget will be spent on non-measurable floor graphics to be
spread around the Inman Park area. Although 76.31% is a big majority of our budget, these events will tie into the overall
RunTex value of being active in the community while advocating a healthy, active lifestyle.
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4
on your mark...
a rundown of the current situation
5
brand profile
PRODUCT
At just five years old Paul Carrozza, CEO of RunTex, adopted a
passion for running. Little did he know he would grow up to sell
running shoes and gear from the trunk of his car. After limited
success, Carrozza expanded his vision to Austin, Texas where he
opened the first RunTex store in 1988. RunTex is the nation’s
largest store devoted exclusively to running. RunTex prides itself
on providing proper education and coaching to enable
customers to reach their fitness and wellness goals safely and
effectively. With a mission to make its surrounding area “the
fittest in America” RunTex produces more than 120 events every
year and raises more than $5 million annually for local charities.
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RunTex offers a variety of products and services including running gear, training advice
and events. RunTex is most notable for its extensive selection of running shoes from
leading brands like Nike, New Balance, Reebok, Ascics, Avia, Puma, Saucony and
Brooks. Offerings include track spikes, racing flats and cross trainers. RunTex also carries
XLR8 baby joggers, singlets, shirts, jackets, insoles and swim gear. The store provides
coaching through RunTex University with programs like Running101, 5k/10k race
training, triathalon training, gender specific training, and marathon training.
http://www.runnersworld.com/article/0,7120,s6-240---11838-2-1X2X3-3,00.html, http://www.texasahead.org/texasrising/tr081112/runtex.html
PRICE
RunTex carries high quality running products at a relatively high price point.
When purchasing running shoes, customers have the opportunity to fit and
actually try the product before making a purchase in the store. Prices for shoes
range from $34.99-$160.00 per pair. Customers have the option of having a
running shoe expert evaluate their type of foot to find the best option for their
fitness needs.
PROMOTION
The store currently advertises using popular social networks like Facebook and
Twitter where they offer shoe giveaways to their members and free training
sessions. RunTex also sponsors local events (marathons, 5Ks, etc.) throughout the
Austin area to help support local charities. Through these promotional efforts,
they have successfully positioned themselves as a socially conscious business
that cares about local causes and supports the community.
PLACE
brand profile
RunTex currently has four locations in Austin, Texas and one location in
Georgetown, Texas. Multiple stores provide customers with the luxury of having
a location near them no matter where they are in the greater Austin area. Their
flagship store on Lake Austin Blvd. and their Riverside location are stand alone,
while their other locations reside in shopping centers, typically populated with
local independent retailers with values similar to RunTex’s.
http://www.runnersworld.com/article/0,7120,s6-240---11838-2-1X2X3-3,00.html, http://www.texasahead.org/texasrising/tr081112/runtex.html
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competitor profile
phidippides
greatest strength:
37 years experience
greatest weakness:
name is too difficult to spell
fleet feet sports
greatest strength:
locations all over Atlanta
greatest weakness:
digital presence
big peach running co.
greatest strength:
community focus
greatest weakness:
city sports atlanta
not from Texas!
greatest strength:
one-stop-shop for athletes
greatest weakness:
expertise is divided between all sports
zappos
greatest strength:
foot locker
greatest strength:
nationally recognized
greatest weakness:
8
less personalized service
customer service
greatest weakness:
no local presence
competitor profile
big peach running co.
With five locations in Atlanta and the surrounding area, Big Peach Running Co. brings passion and expertise to the
running community. Carrying name brands in both footwear and apparel, BPRC provides a one stop shop for those
leading a Pedestrian-Active Lifestyle (P.A.L.). BPRC highlights running events in the Atlanta area, works with local nonprofits
to support their efforts and promotes local running groups. www.bigpeachrunningco.com
city sports
Founded in 1983 in Boston, Mass., City Sports has an extensive selection of athletic footwear, clothing and equipment.
With 18 locations on the East coast and an order-enabled website, City Sports has the benefit of infrastructure and income.
They have an active social media presence and sponsor a “run-club” in five major cities (not Atlanta). With a broad sports
focus, their running department is not as extensive as specialty retailers. www.citysports.com
fleet feet decatur
The local branch of national Fleet Feet Sports specializes in fitting your perfect running shoe. Though their web
presence is a bit sparse, their selection and expertise is not. Fleet Feet Decatur is owned and operated by Decatur natives,
giving them a leg up on understanding the market. They sponsor training programs, provide nutrition products and advice
and offer a Personal Rewards program. Their mascot Lucy (a Yorkie) is in charge of untying shoelaces and is training to be a
fit specialist. www.fleetfeetdecatur.com
foot locker
With 1,911 stores, Foot Locker is a major supplier of athletic shoes. Their developed brand and national recognition
gives them an advantage over local stores in consumer top-of-mind selection. They carry an impressive selection and
feature online ordering capabilities. Located in malls and shopping centers, Foot Locker has the benefit of convenience,
but not the market expertise of a locally focused store. www.footlocker.com
phidippides
Opened in 1974, Phidippides was one of the first specialty running stores. This expertise has enmeshed them in the
Atlanta running community. They provide more than just shoes. They keep a list of running events, offer training programs
and partner with local restaurants to promote healthy living. Though their online presence is lacking, they make up for it in
customer service. www.phidippides.com
zappos
Zappos.com features clothing, shoes, handbags and accessories. They pioneered the field of online customer
service, offering free returns within one year and free shipping and returns. Zappos is a member of the Amazon.com family
and carries the “world’s largest selection.” They rank 234 in U.S. web traffic and feature an online “running” store.
alexa.com, (additional sources listed above)
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geographic profile
AUSTIN
ATLANTA
population
790,390
540,921
gender
distribution
m: 51.5%
f: 48.5%
m: 49.6%
f: 50.4%
racial distribution
white: 65.4%
black: 10%
other: 24.6%
white: 39.0%
black: 50.7%
other: 10.3%
median income
$42,689
$49,981
median age
29.6 years
31.9 years
industries
technology
financial
government
tech services
education
food service
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commuting
population
19.4%
62.4%
nicknames
ATX
bat city
live music capitol
hotlanta
dogwood city
the big peach
Atlanta, Georgia’s buzzing capital, is the
most populous city in the state. It is similar
to Austin in many regards – the rich culture,
thriving live music, and booming big
business, in addition to a comparable
consumer price and cost of living index.
“I lived in Atlanta for 7 years and the
traffic is a nightmare at all hours of the
day and night! It is simply crazy and
getting worse every year...Your life will be
built around the traffic. I left and do not
plan on going back." - Atlanta resident
SRDS,http://www.inmanpark.org/, http://www.city-data.com/neighborhood/Inman-Park-Atlanta-GA.html, http://www.travelandleisure.com/americasfavorite-cities/2010/city/compare/atlanta/vs/austin, http://www.vacationsmadeeasy.com/AtlantaGA/articles/AtlantaWeatherInformation.cfm, http://
www.atlanta.world-guides.com/atlanta_weather.html, http://neighborhoods.ajchomefinder.com/Fulton/Inman%20Park/30307?id=2#tab
geographic profile
culture
As one of the nation’s leading international cities, Atlanta offers a varied music scene, diverse restaurant
options, several sports franchises and a leading tourism destination. The city is home to several classical music venues
and an emerging theater community.
climate
Similar to other southeastern U.S. cities, Atlanta has hot, humid
summers and mild winters. The city receives abundant rainfall, relatively
evenly distributed throughout the year. Summer highs span the upper 80s
with nighttime lows in the 60s.The fall temperatures cool slightly in the
ideal range of 63 to 82 degrees, offering perfect weather for outdoor
activities.
housing
An average house in Inman Park sells for $297,626. The median
household size is 1.8 with an average of 2 cars per home.
media vehicles
As the eighth largest DMA in the nation, numerous local radio and TV stations serve Atlanta. The Atlanta radio
market of more than forty stations is ranked seventh in the U.S by Arbitron. The primary daily paper is the Atlanta
Journal-Constitution, but several alternative print publications also serve the area, most notably: Creative Loafing,
The Sunday Paper, and Atlanta Nation.
transportation
Atlanta is one of the most advanced cities in regard to transportation. The city plays host to an international
airport, as well as 10+ other area airports. The dominant mode of transportation for city residents is the
comprehensive network of thirteen freeways running through the metropolitan area. The Intercity rail connects
Atlanta to other major U.S. cities via Amtrak. For inner city transportation, the MARTA (Metropolitan Atlanta Rapid
Transit Authority) rail system ranks second only to automobiles and is the seventh busiest rail in the U.S. The city is also
in the beginning stages of creating a streetcar system downtown.
SRDS,http://www.inmanpark.org/, http://www.city-data.com/neighborhood/Inman-Park-Atlanta-GA.html, http://www.travelandleisure.com/americas-favoritecities/2010/city/compare/atlanta/vs/austin, http://www.vacationsmadeeasy.com/AtlantaGA/articles/AtlantaWeatherInformation.cfm, http://
www.atlanta.world-guides.com/atlanta_weather.html, http://neighborhoods.ajchomefinder.com/Fulton/Inman%20Park/30307?id=2#tab
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trade area
INMAN PARK
30307 ZIP
population
2,625
22,546
gender
distribution
m: 53.3%
f: 46.7%
m: 49.3%
f: 50.7%
median age
30 years
32.5 years
median
income
$78,229
$84,816
avg. commute
time
10-14 minutes
20-24 minutes
Within the heart of Atlanta lies historic Inman Park,
the city’s first planned community (developed in
1880) and one of the nation’s first garden suburbs.
The neighborhood is located just two miles from
downtown Atlanta and will host RunTex’s first
Atlanta location. We have selected this as our
trade area given the proximity and relevancy of
competitors. We feel that given RunTex’s narrow
focus this is the most appropriate choice
considering Inman Park’s size and demographics.
“It’s a very different city and metro area. No
comparison really. It has both old south
neighborhoods inside the perimeter (as you will
hear it called). That is inside the beltway that
circles the city. Outside of the beltway is usually a
newer sprawling type of suburban setting.”
- Atlanta resident
12
SRDS,http://www.inmanpark.org/, http://www.city-data.com/neighborhood/Inman-Park-Atlanta-GA.html, http://www.travelandleisure.com/americasfavorite-cities/2010/city/compare/atlanta/vs/austin, http://www.vacationsmadeeasy.com/AtlantaGA/articles/AtlantaWeatherInformation.cfm, http://
www.atlanta.world-guides.com/atlanta_weather.html, http://neighborhoods.ajchomefinder.com/Fulton/Inman%20Park/30307?id=2#tab
core market profile
Our media plan focuses on avid runners living in and around Atlanta who have participated in the
Atlanta Marathon and other local runs. They are active health-conscious consumers. This group is well
educated and more than half are married. They run more than twice a week and regularly participate in
activities with running clubs such as the Atlanta Track Club. When dining out they prefer healthy choices
like those offered at Chili’s and Applebee’s. They prefer sports drinks geared toward athletes that are low
in calories and sugar, so they will likely choose Gatorade over Powerade. This group is also charitable and
can often be seen at running events supporting a good cause. Many have household incomes of
$75,000 or more. They are better educated than the general population (55 percent have college
degrees compared to 33 percent for the general population). The ratio of men and women in this group
has varied throughout the years but is generally even. The average age for runners is typically lower than
race entrants who represent a more mature group. The age group of race entrants tends to be 5-10
years older than that of typical runners. The largest group of male race entrants (33%) has been runners
aged 45 and older, while the largest group for female entrants (34%) has been 25-34 years old.
10K
half-marathon
marathon
average age (women/men)
34.8/39
36/39.2
36/40.3
gender distribution
45% w/55% m
53% w/47% m
41% w/59% m
*based on 2005 data
MRI, Claritas/PRIZM, ConneXions, PSYCLE
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target market profile
Our media plan targets an active group of adults age 30-49. This group numbers more than 3 million in
Georgia and offers great potential for RunTex as the most active group of adults nationwide. Though they
make up nearly half of athletic shoe consumers, less than 15% of the target purchased athletic shoes in the
past year. This makes them an ideal target for RunTex as they capitalize on the opportunity for growth in this
area. This group’s active lifestyle and tendency to volunteer makes them a perfect match for Runtex’s fitness
and community-oriented values.
Half of this group is made up of families with children and many are dual-career couples. Always on the
go, this group is more likely to eat out and likely prefer Burger King, Wendy’s and Chik-Fil-A when they do.
They also enjoy Applebee’s and Chili’s when they have more time to dine. Wi-fi is a constant companion as
they connect through their laptops and mobile devices. They love new technology and spend their leisure
time online downloading videos or music and networking with friends. Most products they buy in-store they
have already evaluated online through reviews and recommendations. They are comfortable with online
shopping and other online services (like banking.)
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MRI, Claritas/PRIZM, ConneXions, PSYCLE
general market profile
Our media plan is also intended to reach a group extending from
our target market that is made up of families and community-oriented
consumers. This group is well educated and more tech-savvy than most
in their age group. They spend a lot of their time volunteering with
nonprofit organizations and other charitable activities. They are
generally active and many have families with children. RunTex events
that showcase their community values can appeal to these passions
and will be the primary tool to connect with this group.
This group number more than 1 million in Atlanta and account for
most volunteer work done in the state of Georgia. There are
approximately 1.8 million volunteers in Georgia and 1.1 million of these
live in Atlanta. This group accounts for nearly 28 percent of residents
and contributed $3.4 billion worth of service in 2009. They average
almost 40 hours of service per resident, which ranks them 14th among 51
large cities. They are highly dedicated to their passions and make no
excuses when it comes to volunteering.
volunteers
percent of residents
hours per resident
dollars contributed – 2009
atlanta
1.1 million
27.6%
39.5 hours
$3.4 billion
georgia
1.8 million
24.7%
31.2 hours
$4.7 billion
*based on 2009 data
MRI, Claritas/PRIZM, ConneXions, PSYCLE
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situation analysis
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strengths
weaknesses
knowledgable staff can help customers find best fit
RunTex is unfamiliar with the Atlanta community
RunTex sells a lifestyle, not just products
current website focuses on Austin events
focus on the well-being of the community
limited product assortment
concentrates solely on running
charges premium prices
community-oriented, partners with nonprofits
online reviews of customer service are mixed
aligned/cobranded with respected brands
limited marketing/advertising budget
opportunities
threats
mild climate suited for running year-round
heavy competition in the Atlanta area
numerous running events in Atlanta area
not top-of-mind compared to national brands
running groups as opinion leaders
online shopping trend
many running trails and parks in the area
trend in toning footwear
historical culture in Inman Park neighborhood
obesity epidemic means fewer people exercising
long commutes create OOH opportunities
customizable shoes through name brands online
campaign scope
Austin-based runner specialty store, RunTex, has drawn a huge community of area athletes with a shared
passion for health and fitness. The boutique-store serves Austin consumers with five area locations. RunTex’s years of
experience in the market, high dedication to customer service and company mission statement place the specialty
store at the top of the running industry.
The growing success of RunTex’s Texas stores has enabled the company to expand to the new, yet similar
market of Atlanta, GA. Atlanta is a ideal location for RunTex to begin expanding due in large part to their high
percentage of runners and area trails.
RunTex will open their doors to the Atlanta public early fall, on Saturday, August 13. Media efforts to raise
awareness for the new store will continue through the end of the year. RunTex will use the six-month period, beginning
in July, to raise awareness and grow an Atlanta-based consumer group.
Inman Park neighborhood will host the new store location, and it is therefore critical to develop an
understanding of the area’s residents, as well as their attitudes, interests and lifestyles.
Through our proposed media campaign, RunTex can effectively launch a new out-of-state storefront, while
maintaining the brand philosophy and shared vision. We have efficiently allocated a $55,000 budget in traditional,
guerilla, and promotional marketing to inform, incentivize and inspire Atlanta’s running population. RunTex’s fun and
distinctive personality combined with the friendliness of Atlanta locals, will result in a powerful opening and the
continued success in the Inman Park area.
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18
get set...
the starting line
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media vision
be active.
running isn’t passive, why should buying running shoes be?
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objectives
advertising
•
•
•
To achieve at least 60% brand awareness of RunTex’s
name and basic product offerings among the three
recommended targets in Atlanta within the first year.
To achieve at least 40% knowledge of RunTex’s location
in Inman Park among the three recommended targets
in Atlanta within the first year.
Successfully launch their own events or runs with an
attendance of at least 500 people during their second
year, with one event being successful enough to run
long-term.
media
marketing
•
•
•
•
•
To gain a better understanding of the local
Atlanta RunTex trade area.
To establish a presence as a community-focused
business by developing mutually beneficial
relationship with at least two nonprofit
organizations within the first year of opening.
To develop a loyal customer base among Atlanta
residents and achieve sales similar to Austin’s
RunTex sales during their first year.
Establish RunTex as top competitor among
independent specialty shop retailers within the first
year and gain at least a 25% market share.
Generate enough profits within the first five years
to support opening a second location in Atlanta.
promotional event - peachtree health & wellness expo
•
•
•
RunTex’s presence at the Peachtree Health and Wellness Expo on July 2nd and 3rd will generate awareness about
RunTex’s store opening. It will also serve as an opportunity to drive traffic to the scavenger hunt planned for the
grand opening by providing a signup sheet for those who want to attend.
In order to connect with our core market of avid runners and target market of active adults, 10,000 promotional
items will be distributed to the attendees expected to number 25,000-35,000. These promotional items will boost the
unique visitors to RunTex’s website and social media by 50 percent while communicating RunTex’s core values.
RunTex will gain additional exposure via print media that is featuring the expo. This includes the Atlanta JournalConstitution that has a total circulation of 181,504, registration materials and Peachtree Magazine that will be
distributed to 66,000 people. This equates into 247,504 impressions via print media.
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objectives
guerilla marketing - peachtree road race
In order to connect with our core market of avid runners it’s essential for RunTex to create a presence at the
Peachtree Road Run that is expected to have 55,000 participants. This presence will be created through branded
sweat bands and pedometers that will be passed out through a guerilla marketing strategy.
RunTex will be able to connect with their target market of active adults who most likely be among the 150,000
observers at the event. Their general audience will also be present as volunteers working the event, which are
expected to number 2,000.
RunTex will have a total exposure potential of 207,000 people.
RunTex plans to create at least 6,000 direct impressions through the promotional items distributed before the race
begins, and gain additional exposure among attendees who see the branded RunTex gear.
RunTex will also benefit from additional exposure via WAGA-TV, who will be televising the entire event.
•
•
•
•
•
newspaper
The newspaper ads in the Atlanta Journal-Constitution will run Monday through Thursday before the grand opening of
RunTex on August 13th in order to raise awareness about the opening and drive traffic to the accompanying
scavenger hunt. The Atlanta Journal-Constitution ads will equate into 181,504 impressions.
This newspaper campaign will have a CPM of $17.19 for Monday through Wednesday, and a CPM of $18.59 on
Thursday.
•
•
guerilla marketing - atlanta marathon
RunTex will create a presence at the Atlanta Marathon on October 30th by passing out promotional items through a
guerilla marketing strategy. This is the most efficient way for RunTex to connect with all their markets as avid runners,
active adults and community-oriented people will attend this one event.
RunTex plans to pass out 5,000+ promotional items before the race in order to create buzz about Runtex among the
12,000 runners, 2,000 volunteers and numerous observers.
This equates into 5000 direct impressions via promotional items, and an exposure potential of 14,000 people.
•
•
•
billboards
•
22
•
RunTex’s use of two billboards on major highways in Atlanta will create awareness of the newly opening store. With
our target and general markets always on the go, the billboards will be in clear sight as they run their errands, or
simply head home.
Throughout the first flight, the billboards will be used to introduce RunTex to Atlanta and announce our opening.
objectives
promotional event - atlanta half-marathon health & wellness expo
•
•
•
RunTex will host another booth at the Atlanta Half Marathon Health and Wellness Expo on November 22nd and 23rd in
order to efficiently connect with their core market and target market in a relevant environment.
RunTex will distribute 5,000 promotional items to attendees expected to number over 12,000. This will create
awareness about RunTex’s new store location and drive traffic to their website and social media.
The event will results in 5,000 direct impressions via promotional items and an exposure potential of around 12,000
people.
online
•
•
•
•
Online advertising will be used to reach our target and general markets due to their passion for technology and time
spent on the Internet. Online advertisements will reach our targets in a place where they spend a lot of time and are
most comfortable.
A Facebook page will be set up to create an interactive element that they can depend upon. It will also increase
awareness of RunTex’s grand opening and upcoming promotions.
Six race calendar page banners for RunTex will be placed in Georgia Runner Online Magazine. These banner ads will
help drive traffic to our social media pages and website.
Google AdWords will be used to increase searchability when consumers search on Google using a specified keyword
related to RunTex. This will allow the target markets to see our ads next to their search results.
floor decals
•
•
RunTex will utilize guerilla marketing to get consumers curious about our store. Floor decals will be placed all around
the Inman Park Community with RunTex logos strategically placed within them. Floor decals will also be placed in front
of the RunTex store leading to the entrance.
The decals will serve as a fun, unique way to grab the attention of our core market while they take their daily run
around the neighborhood, or our general and target markets as they participate in community events.
23
media menu
out of home
18+ population
470,688
lamar billboards - 14’ x 48’
GRP impress level
5
10
15
20
25
50
75
100
# of panels
1
1
1
2
2
4
5
7
avg. DEC/panel
75,000
75,000
75,000
75,000
75,000
75,000
75,000
75,000
total 4 wk net rate
$6,500
$6,500
$6,500
$13,000
$13,000
$26,000
$32,500
$45,500
CPM
$3.10
$3.10
$3.10
$3.10
$3.10
$3.10
$3.10
$3.10
power graphics co.
floor decals
economy sidewalk decal
3M sidewalk decal - nonslip
rate per sq. inch
$0.06
$0.12
usage period
30 - 60 days
90+ days
shipping cost
$15.09
$15.09
newspaper
the atlanta voice
tabloid, published fridays, circulation 27,704
black & white rates
ad size
open, per inch
full page
24
color rates
cost ($)
65.17
4,692.24
color options
b&w + 1 c
b&w + 3 c
lamaroutdoor.com, power-graphics.com, SRDS
add. cost ($)
150.00
500.00
media menu
the atlanta journal-constitution
published daily, circulation varies
SAU open, per inch
full page rates
retail rates, open
retail rates, $4000+
black & white rates ($)
mon-wed
thurs-sat
566.00
585.00
71,630.00
73,710.00
sunday
755.00
95,130.00
color rates ($)
3-24 col. inches
25-63 col. inches
64-126 col. inches
mon-wed
3,375.00
4,388.00
5,400.00
thurs-sat
3,848.00
5,400.00
6,075.00
sunday
4,320.00
6,413.00
6,750.00
saturday
197,599
49,309
25,448
122,802
sunday
384,110
77,459
52,737
253,914
circulation
total
fulton county
NDM
outside
morn. (mon-fri)
181,504
47,548
22,763
111,193
*NDM - newspaper designated market
SRDS
25
media menu
atlanta INtown paper
published monthly, circulation 46,000
ad size
full pg.
half pg.
third pg.
quarter pg.
sixth pg.
eighth pg.
twelfth pg.
2-inch ad
12 months
1,500.00
950.00
750.00
550.00
450.00
325.00
250.00
150.00
black & white rates ($)
9 months
6 months
1,750.00
2,000.00
1,100.00
1,250.00
875.00
1,000.00
650.00
750.00
525.00
600.00
375.00
425.00
250.00
300.00
150.00
200.00
3 months
2,250.00
1,400.00
1,125.00
850.00
675.00
475.00
300.00
200.00
full color add. cost
($)
150.00
125.00
100.00
100.00
75.00
75.00
50.00
25.00
1 month
2,550.00
1,600.00
1,300.00
950.00
750.00
525.00
350.00
250.00
creative loafing - atlanta
published weekly, circulation 91,883
ad size
full pg.
jr. pg.
half pg.
quarter pg.
26
1x
6,485.00 4,377.00 3,372.00 1,763.00 black & white rates ($)
6x
12x
5,216.00 4,941.00 3,521.00 3,335.00 2,712.00 2,569.00 1,323.00 1,255.00 SRDS
b&w + 4 c add. cost
($)
26x
4,667.00 3,150.00 2,427.00 1,185.00 1,250.00
1,250.00
1,250.00
1,250.00
media menu
magazine
atlanta magazine
published monthly, circulation 74,714
ad size
spread
full pg.
2/3 pg.
1/2 pg.
1/3 pg.
1/6 pg.
1x
14,655
8,835
6,520
5,015
3,490
1,965
ad size
spread
full pg.
2/3 pg.
1/2 pg.
1/3 pg.
1x
18,790
11,200
9,315
7,715
6,225
black & white rates
3x
13,520
8,150
6,040
4,615
3,210
1,805
black & white + 4 color rates
3x
17,290
10,385
8,570
7,095
5,725
6x
12,245
7,385
5,410
4,170
2,896
1,645
monthly
11,785
7,100
5,280
3,985
2,765
1,570
6x
16,695
9,580
7,700
6,400
5,165
monthly
15,260
9,185
7,515
6,220
4,985
atlanta homes and lifestyles
published monthly, circulation 30,136
ad size
spread
full pg.
1/2 pg.
1/4 pg.
black & white rates (color rates same as b&w)
1x
6x
14,910
12,015
8,880
6,905
7,070
5,075
3,760
3,160
SRDS
12x
11,095
6,290
4,440
2,780
27
media menu
the atlantan
published 7x yearly, circulation 54,555
4 color rates
ad size
full pg.
1/2 pg.
1/3 pg.
1/4 pg.
1/8 pg.
1x
12,300
8,000
6,200
4,300
2,500
3x
11,700
7,600
5,900
4,100
2,400
6x
11,110
7,200
5,600
3,900
2,300
9x
10,100
6,600
5,100
3,500
2,100
12x
9,200
6,000
4,700
3,200
1,900
18x
8,600
5,600
4,300
3,000
1,800
24x
8,000
5,200
4,000
2,800
1,600
atlanta parent
published monthly, circulation 99.900
black & white rates
ad size
full pg.
2/3 pg.
1/2 pg.
1/3 pg.
1/5 pg.
1/6 pg.
28
3x
2,450
1,825
1,325
975
700
600
6x
2,300
1,700
1,275
925
650
550
SRDS
12x
2,150
1,525
1,150
875
625
525
color add. cost per
page fraction ($)
spot color
150
4 color
450
media menu
online
google adwords
keyword
RunTex atlanta
running atlanta
running shoes atlanta
running store atlanta
running stores atlanta
atlanta running club
fleet feet atlanta
phidippides atlanta
big peach running co. atlanta
foot locker atlanta
running shoe store atlanta
estimated avg. CPC
$0.05
$0.90
$1.36
$0.59
$0.36
$0.64
$0.05
$0.05
$0.05
$0.05
$0.05
approx. monthly search volume
0
5,400
390
210
590
320
320
320
140
390
140
facebook
target information
estimated reach
estimated CPC
atlanta area, adults age 35 -49,
interested in running, marathons,
RunTex, cross training, triathlons
18,960
$2.14
georgiarunner.com
banner dimensions
468 px X 60 px horizontal (premium space)
244 px X 180 px square
244 px X 90 px horizontal
120 px X 90 px square
cost per month
$450
$250
$150
$100
www.adwords.google.com, www.facebook.com/facebookads, www.gergiarunner.com
29
30
go.
a step by step guide on how to make it happen
31
budget breakdown
FLIGHT I
BUDGET
% of FLIGHT 1
Promo Event - Peach Tree Health & Wellness Expo
$1,450
6.93%
% of TOTAL BUDGET
BUDGET
2.64%
Promotional Materials - Expo & Peach Tree Race
$6,596.25
31.53%
11.99%
Promotional Event - Scavenger Hunt
$137.97
0.66%
0.25%
Newspaper
$12,735
60.88%
23.15
$20,919.22
100%
38.03%
BUDGET
% of FLIGHT 2
% of TOTAL BUDGET
$13,000
79.76%
23.64%
$3,298.12
20.24%
5.99%
$16,298.12
100%
29.63%
BUDGET
% of FLIGHT 3
% of TOTAL BUDGET
$1,450
30.54%
2.64%
Promotional Materials - Atlanta Half-Marathon
$3,298.12
69.46%
5.99%
Total
$4,748.12
100%
8.63%
BUDGET
% of CONTINUOUS
% of TOTAL BUDGET
Online
$10,270
87.93%
18.67%
OOH - Floor Graphics
$1,410
12.07%
2.56%
Total
$11,680
100%
21.23%
$1,354.54
-
2.46%
Total
FLIGHT II
OOH - Billboards
Promotional Materials - Atlanta Marathon
Total
FLIGHT III
Promotional Event - Atlanta Half Marathon Expo
CONTINUOUS
Contingency
32 BUDGET TOTAL
$55,000
budget breakdown
by vehicle:
by flight:
$15,000.00
$11,250.00
2%
21%
38%
$7,500.00
9%
$3,750.00
30%
Flight I
Flight III
Contingency
$0
Promotional Events
Newspaper
OOH
Flight II
Continuous
Promotional Materials
Online
33
media strategy
overview
Given the independent spirit and community focus RunTex prides itself on, 421media feels that a non-traditional media
focus is most appropriate. This not only bears in mind the limited nature of the media budget, but also utilizes unique and
highly targeted media vehicles to reach consumers on a more personal level.
In order to connect with avid runners and our health conscious target market, 421media recommends that RunTex
participate in an active event that is important to Atlanta’s culture in each flight. The events recommended are all organized
by the Atlanta Truck Club, a nonprofit devoted to inspiring and engaging the community to achieve their health and fitness
goals through running. Since this organization shares the same values and a similar audience as RunTex, developing a strong
relationship with them that is mutually beneficial is a primary goal of this campaign. Guerilla marketing and promotional
materials at the events will continue to promote RunTex even after the events conclude.
Throughout the campaign, various forms of internet marketing will be used to supplement RunTex’s events and to keep
the company top of mind during quiet advertising periods. Our online efforts will drive traffic to the store’s website and
increase awareness of events.
Newspaper and out of home (billboard) messaging are also recommended to reach consumers on a more traditional
platform. Though these mediums are relatively expensive compared to the other suggested vehicles, we at 421media feel
that they will effectively keep RunTex at the top of the consumers’ mind, be it for event promotion (newspaper) or general
brand awareness (billboards).
34
continuous
online
Banner ads will be placed on the Georgia Runner Magazine website throughout the campaign. Since space is
purchased monthly, RunTex’s message can change to match current promotional events and activities. The use of the wellknown, narrowly targeted site will allow RunTex to reach it’s primary market of avid runners in the Atlanta community, while
keeping message waste to a minimum. The media placement will cost a total of $2,700.00, accounting for 4.91% of the total
campaign budget.
Facebook advertising will be used to reach our market where they spend a large majority of their time. Since our
market is tech savvy, the social media site is a great outlet to target them. We have narrowed the Facebook audience to
Atlantan’s age 30 -49 with an interest in running and various other training activities. $3,060.00, 5.56% of our budget, has been
allocated for Facebook advertising. This will give RunTex a maximum of 9 clicks per day. Since the ads are not likely to reach
9 clicks, the leftover money will be combined with our current contingency fund, which can be allocated to more online
advertising after we see which current efforts are most effective.
Google AdWords will be used through select keywords. With the flexibility to choose our own terms, we can target
exactly the audience that would be interested in a specialty running store. As with Facebook, we have budgeted a CPC
ceiling of $20 per day, giving RunTex approx. 21 clicks per day. Google AdWords will cost a total of $3,060.00, accounting for
5.56% of our budget.
Benefits for RunTex:
• Drive traffic to RunTex’s website via click-throughs
• Gain exposure to core and target market through
narrowcasting
• Cost efficient way to reach narrow target market
out of home
• Repeat exposures, high frequency
floor decals
In addition to our online efforts, we will place floor decals on sidewalks in the trade area in five different locations. These
non-slip decals last 90+ days and direct traffic to the new RunTex store. The decal will show six footprints leading to a 2’ x 2’
decal with RunTex’s creative content. Floor decals will cost a total of $1,410.00, 2.56% of our budget.
Benefits for RunTex:
• Generate awareness of the store’s location
• Drive foot traffic into RunTex’s new store
• Generate buzz about RunTex from passersby
www.power-graphics.com, www.georgiarunner.com, www.facebook.com/facebookads, www.adwords.google.com
35
flight I
promotional event
Booth at the Peachtree Health & Fitness Expo July 2nd & 3rd
RunTex will host a booth at the Peachtree Health and Wellness Expo on July 2nd and 3rd, the two days leading up to the
Peachtree Road Race. The Peachtree Health and Wellness Expo is considered the “kick off party” for the Peachtree Road
Race and brings together a mix of active people of all ages. While race participants are encouraged to pick up their
numbers at the expo, the event is open to the public. This will create a diverse audience of all skill levels and backgrounds so
that RunTex can connect with more than just avid runners. Attendance at the expo is expected to be between 25,000 and 35,000 and will provide RunTex the most exposure for its
money. $8,046.25 has been allocated for this event and includes the booth as well as promotional items. In addition to initial
exposure at the event, the expo will be showcased in the Atlanta Journal-Constitution, which is the South’s leading
newspaper and the race’s title sponsor. The AJC has an estimated weekday circulation of 181,504. The expo will also be
featured in registration materials and in Peachtree Magazine, which is distributed to all 55,000 race participants and 11,000
members of the Atlanta Track Club.
421media feels that initial exposure at this event will create buzz about RunTex’s store opening in August and their
presence as a new specialty running store. By hosting a booth at the expo RunTex can communicate its core values of
health, wellness and an active lifestyle in the most appropriate environment. Since attendees are voluntarily participating in
the expo, they will be much more receptive to RunTex’s message and offerings. In addition to promotional materials, RunTex
will promote its grand opening on August 13th and provide a sign up sheet for the upcoming scavenger hunt event. Benefits for RunTex:
• Generate awareness of our existence coming soon
• Exposure to runners participating in the race
• Exposure to family and friends attending
• Additional exposure via print media showcasing the expo
• Communicate RunTex’s active lifestyle values in the right environment
• Drive traffic to the grand opening on August 18th
36
www.peachtreeroadrace.com, www.atlantatrackclub.com, www.rungeorgia.com, www.atlantagatoday.com
flight I
guerilla marketing
AJC Peachtree Road Race 10K July 4th (8am)
As a follow up to the Peachtree Health and Wellness Expo, RunTex will create a presence at the AJC Peachtree
Road Race on July 4th through guerilla marketing techniques. In order to stretch RunTex’s budget and still gain exposure
at the event, 421media recommends that RunTex pass out branded sweat bands and pedometers to participating
runners before the event instead of sponsoring the event. $6,795 has been allocated for this event’s promotional items.
Any items not passed out at this event will be used at events in later flights. This tactic will require RunTex employees to
intercept runners on their way to the race by being strategically located in a high traffic area en route to the race.
421media believes this tactic will result in numerous runners wearing RunTex gear during the race and create buzz
about RunTex coming to town. With 55,000 runners, approximately 150,000 observers and 3,400 volunteers, RunTex will
be able to connect with all their targets in this one event. They may also benefit from additional exposure as the run is
televised on WAGA-TV.
Race Participant Demographics:
 Average Age – 39
 48% female/52% male
 92% reside in Georgia
Benefits for RunTex:
• Gain exposure at the event without paying sponsorship costs
• Connect with RunTex’s core market, target market and general audience
o Exposure to 55,000 runners
o Exposure to 150,000 observers
o Exposure to 3,400 volunteers
• Generate buzz about RunTex among participants and observers
• Gain additional exposure via television covering the run
• Efficient way to connect with targets without incurring sponsorship costs
www.peachtreeroadrace.com, www.atlantatrackclub.com, www.rungeorgia.com, www.atlantagatoday.com,
37
flight I
promotional event
Community-Wide Tech Savvy Scavenger Hunt
RunTex will use five of the historical landmarks that Inman Park prides itself on to host a community-wide tech savvy
scavenger hunt. The event will occur August 13, 2011, RunTex Atlanta’s opening day. The scavenger hunt will require
participants to use a smart phone with the free downloaded application “Qrafter.” Beginning at the new RunTex
location, participants will compete in activities at each stop on the hunt to earn a QR code that they must scan (using
Qrafter) to receive clues for the next location. The QR codes also refer participants to the RunTex Atlanta website,
Facebook, and Twitter pages. At one stop (Springvale Park), participants will be able to try on RunTex shoes and
compete in a simple obstacle course. Following the clues, participants will be lead back to the RunTex store where they
will be able to purchase the shoes they tried at a discounted price. Though providing shoes for the event would require a
financial risk of approx. $2,700 (100 pairs provided, assuming 75 follow through and purchase the shoes at a 15%
discount), the high mark up rate (40-60%) on athletic shoes and the expected participation of opinion leaders would
ideally make up for the necessary initial investment.
The event allows the target market to try the product and fosters a sense of community with the newly opened
RunTex store. We at 421media feel it is necessary to promote not only our brand, but also a healthy lifestyle and
community involvement. Using Inman Park’s local landmarks shows the community that RunTex supports and embraces
their history and desires to be part of its unique culture. Our general audience will appreciate an event like this, given
their passion for new technology and being active with their families and community. The members of our target market
have a high propensity to volunteer and participate in community related events and are also heavy mobile internet
users. The event will also appeal to our passionate core market avid runners through the event’s fun, competitive nature
and the opportunity to receive information and discounts on products that are of interest to them.
Estimated cost for the scavenger hunt event is $137.97. These costs are divided between team runner bibs and
supplies for the activities at each stop (a beanbag toss, three-legged race ties, a tire jump, a coned running course and
jump ropes.) The “Qrafter” application is free for participants to download on their smart phones.
RunTex hopes to partner with the local YMCA nonprofit in Atlanta for this event. The YMCA is a perfect familyoriented partner to incorporate in the event based on their focus of promoting healthy, active lifestyles. The YMCA will
benefit from the publicity and attention created by the event in the philanthropically active Inman Park.
38
Benefits for RunTex
1. RunTex will be set apart from competitors in the area
2. Knowledge of the RunTex store location
3. Drive consumers to store on opening day
www.inmanpark.org, www.inmanpark.org/landmarks, www.qrstuff.com, www.ymca.net
Download the free
Qrafter app for your
smartphone and snap
a photo of the QR
code for a clue!
39
flight I
newspaper
Atlanta Journal-Constitution
Following our initial introduction of RunTex to the Atlanta community, which is marked by promotional giveaways
and guerilla marketing prior to and during the July 4th Peachtree Road Run, we will conclude the first flight of our
campaign on August 13th with the RunTex Scavenger Hunt. In order to generate buzz and awareness for the event, we
will place four 1/8 page ads in the ‘Living’ section of the Atlanta Journal-Constitution. These ads will run in a consecutive
four-day span beginning on Monday, August 8th, and ending Thursday, August 11th. The total cost of these insertions will
be $12,735.00 and daily effective circulation is estimated to be 749,677. This is expected to generate a total of 2,998,708
impressions during the four day period.
40
ajc.com
flight II
promotional event
Guerilla Marketing at the Atlanta Marathon Oct. 30th
RunTex will employ their guerilla marketing strategy again at the Atlanta Marathon on October 30th in order to connect with
all their targets and generate buzz. RunTex will gain exposure at the Atlanta marathon without incurring sponsorship costs
by passing out promotional materials such as bracelets, water bottles, magnets and any sweat bands and pedometers left
over from the Peachtree Road Run. $1,599.38 has been allocated to this event to cover promotional items. This tactic will
allow RunTex to be associated with an Atlanta fall tradition and showcase their values of community and an active lifestyle.
This marathon is the oldest marathon in the Southeast and is the only U.S. marathon run an Olympic course (approximately
90% of the course is the same as the course ran in the Atlanta Games in 1996). RunTex’s promotional gear is expected to
be exposed to over 12,000 runners, 2,000 volunteers and any spectators at the event. This audience allows RunTex to
efficiently expose themselves to all of their target markets in one place.
Benefits for RunTex
• Connect with RunTex’s core market, target market & general audience
o Exposure to 12,000 + runners
o Exposure to 2,000 volunteers
o Exposure to all spectators
• Generate buzz among all targets about RunTex
• Drive traffic to RunTex’s website & social media via promotional items
• Efficient way to reach targets without incurring sponsorship costs
out of home
lamar permanent bulletins
The bulk of our second flight will be comprised of two billboards, each 14 feet by 48 feet, which will both run through
the month of September. One will be placed at the intersection of S. Moreland Avenue and I-20, approximately one mile
south of RunTex. This location is ideal due to its close proximity to the store, and more importantly the heavy amount of traffic
on I-20. 62.4% of the population commutes to and from the inner-city every day. The other will stand near the center of
downtown Atlanta at the intersection of Marietta Street and Spring Street, an area with many restaurants and retail outlets,
just over two miles west of the store. The primary purpose of these billboards is to generate awareness of the store’s offerings
and location. Together, the two boards will cost a total of $13,000 and each has an estimated daily effective circulation of
75,000, which is expected to produce a total of 4,200,000 impressions over the entire four-week period.
www.lamaroutdoor.com, www.atlantatrackclub.com, www.rungeorgia.com, www.atlantagatoday.com, www.atlantamarathon.org
41
flight III
promotional event
Booth at the Atlanta Half Marathon Health & Fitness Expo Nov. 22nd & 23rd
421media recommends that RunTex host another booth in flight 3 at the Atlanta Half Marathon Health and Fitness
Expo on November 22nd and 23rd. Similar to the expo in flight one, this expo serves as the launch event for the Atlanta
Half Marathon held on Thanksgiving Day. This is another opportunity for RunTex to connect with its core market and
target market in an environment that is extremely relevant. The expo is open to the public and runners are required to
pick up their numbers at the event, which will boost attendance significantly. RunTex is expected to see an audience
of over 12,000 walkers and runners. $3,049.38 has been allocated for the event to cover the booth and promotion
items. The booth will also communicate RunTex’s service, offerings and its store location.
Benefits for RunTex
• Drive traffic to RunTex’s website and social media via promotional items
• Gain exposure to their core and target market
• Generate awareness of the store’s location
42
www.atlantatrackclub.com, www.rungeorgia.com, www.atlantagatoday.com, www.atlantahalfmarathon.org
media mix
media
OOH
vehicle
billboards
floor decals
Total Cost
$13,000.00
$1,410.00
Insertions
2
5
IMPs
4,200,000
n/a
% of Budget
23.64%
2.56%
4,200,000
26.20%
4
726, 016
23.15%
153
6
n/a
153
726,016
1377*
7,200
n/a
3213*
23.15%
5.56%
4.91%
2.64%
5.56%
1
1
1
11790
25,000
400
12,000
18.67%
2.64%
0.25%
2.64%
5.53%
2.36%
6.36%
2.91%
7.92%
4.44%
23.99%
97.54%
$14,410.00
newspaper
online
promotional events
AJC
$12,735.00
facebook
georgia runner
social media labor
google adwords
$12,735.00
$3,060.00
$2,700.00
$1,450.00
$3,060.00
peachtree expo booth
scavenger hunt
half-marathon expo booth
bracelets
water bottles
promotional materials magnets
sweat bands
pedometers
total
$10,270.00
$1,450.00
$137.97
$1,450.00
$3,037.97
$1,300.00
$3,497.50
$1,600.00
$4,355.00
$2,440.00
$13,192.50
$53,645.47
3
3
3
3
3
10,000
5,000
5,000
4,000
2,000
26,000
43
flow chart
flight I
july
august
1 2 3 4 1 2 3 4
billboards
floor graphics
newspaper
ajc
facebook
online
georgia runner
google ad words
peach tree expo booth
peach tree run
scavenger hunt
promotional events
atlanta marathon
half-marathon expo booth
promotional materials
ooh
44
flow chart
flight II
flight III
september october
november december
1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
45
further recommendations
radio?
bus shelters?
shirts?
MARTA?
SEM/SEO?
46
socks?
so what?
In developing this media plan, we feel we have discovered the core of RunTex’s business philosophy:
be active. Whether it’s training for a marathon, jogging around the block, or working to make the community
a better place, RunTex believes in getting you outfitted and on your way. At 421media, we follow the same
philosophy. In the past 46 pages we’ve told you everything you need to know to successfully claim your
place in the big peach. Atlanta opens a world of market opportunity and the comprehensive media plan
outlined in this book can help you get a running start. From there, its all about what you do next. We’ve got
you outfitted with the best means to carry your messages, now you just have to run with us. But hurry. Like all
the best things in life (McRib anyone?) we’re only here for a limited time.
on your mark...
get set...
go.
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