media plan

INNOVATIVE VISUALS

the market
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Transition from traditional to digital advertising

Online marketplaces
Room planning software and interior design assitance
More customization

the competition
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Moxy hotel chain

Phone application
Discounts on furniture sets
Delivered fully assembled

decision process

Problem or Need of Recognition

+ Ashley wants to be their go-to company.

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Information Search

+ Ashleys new website is what they want to see.

Our SEM and Digital plan drive them there.

Alternative Evaluation

+ Your affordable pricing and new approach will attract the Gen Y consumer. They
will be less likely to seek out the competition. Our strategic plan will take Ashley
from the middle to the front of the conversation.

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Post-purchase Evaluation

+ From the time they check the website,

go to the store, purchase, through the
delivery date Ashley must operate in
the best interest of the costomer. Our
plan gets them there, its up to
Ashley to deliver on the rest. A smooth
purchasing process would transfrom
the consumer into a loyal customer.

Outlet Selection and Purchase

+ Ashleys new website showcases
a variety of high quality and stylish
furniture at affordable cost. Our
plan crates an awareness of this.

target audience
madi
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HH > $10k

Uninformed buyer
Part-time waitress
Minimal budget
Avid social media user

online tv
festivals

top programs online radio

social

youtube

allie
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HH $40k

Recent college graduate

Avid online consumer
Seeking reasonably priced furniture
Needs upgrade from old furniture

online radio
top programs
online tv

youtube
festivals

brooke
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HH $100k

25 years old and married

Financially and professionally established
Limited use of social media
Loves Pandora
Drives a Passat

cable
online tv
broadcast online radio

media strategy
objectives
Ashley Furniture Homestore

strategy
Our strategy focuses on our targets need for high engagement. From creative out of home, to strategic digital
tactics, we will reach W18-25 and raise awareness. We want to educate them on Ashley prior to the websites launch.
The goal is to inform through our national intergrated media placements. From our innovative plan we will inform the
target then drive them to the website and Ashley stores.
relationship with Gen Y females.

budget

$16 million

timing
Our campaign will run January 2014 into September 2014 (website launch)
JAN

FEB

MAR

APR

MAY

JUNE

JULY

AUG

SEPT

SXSW
Oscars
Golden Globes
Bachelor
Juan Pablo
Greys Anatomy
Scandal
Grammys
Late Night with
Seth Myers
Tonight Show with
Jimmy Fallon

Lollapalooza
I Heart Radio
Website Launch

media platforms
cable tv
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E!
Bravo
Lifetime
FUSE
USA
TBS
Nick at Nite

digital
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Pandora
Spotify
iTunes Radio
Hulu
YouTube

network tv

social

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Facebook
Twitter

search engine marketing

music festivals
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Festivals are geographically spread out throughout the nation

The festivals are spread out (spring, summer, fall)
Put advertisements in the festival programs

What is the Ashley Lounge?

a lounge area to relax with great view of
the festival

For each festival we are estimating:

50-60% will go to the Ashley Lounge
$200,000 per festival

Austin, Texas
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March 7 - 16, 2014

2013 there were 50,000 attendees

21-34 (49%), Under 21 (1%)
96% use social media
Additional Opportunities: Film Festivals, lectures, brands
that you can potentially partner

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+ Ashley Furniture store in Austin, Texas
*SXSW PROMO

Indio, California
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April 12 - 21, 2014

2013 attendance: 90,000

Two weekends, Six Days

Mainly attracts A18-35
Psychographics: Music Enthusiasts, Art Enthusiasts, Adventure Seekers
One of the festivals in the US with the highest attendance rate
*coachella PROMO

Dover, Delaware
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June 19 - 22, 2014

2013 attendance: 30,000 - 40,000

2013: 58% female, 18-20 (12%), 21-25 (35%), 26-29 (21%), 30-39 (19%)
53% of people attend other music festivals
38% purchased merchandise
36% of peoples favorite activity was the hammock hangout
Ashley Furniture store in Delaware

Chicago, Illinois
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August 1 - 3, 2014

2013 attendance: 300,000

300,000 people, has sold out the past 9 years

2012 Demographics: Female (55%), 18-24 (27%), 25-34 (40%)
54% of people came from out of state

422,000 email subscribers, 335,000+ facebook fans, 133,000 twitter followers,

130,000 youtube subscribers
35.9 million page views, 9.4 million unique visits, 8 minute average time spend on site
*LollaPalooza PROMO

Las Vegas, Nevada

June 19 - 22, 2014

2013 attendance: 25,000

+ September, BIG BANG

+ Expecting 25,000 attendees
+ Geared towards younger generation
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* I Heart Radio PROMO

evaluation
cable & network tv
KPI - # of impressions, website hits, social mentions on top events & campaign hashtag
pitfalls - programing not delivering

digital
KPI - website hits, # of views, per click, bounce rate, web analytics, social mentions
and campaign hashtag
pitfalls - programing not delivering, ad skips
watch for Gen Y consumers

festivals
KPI - website hits, web analytics, wristband sales, giveaways, coupon code, social mentions and
campaign hashtag
pitfalls - low festival attendance, no interest in interacting with the brand
solution- we chose festivals with historically high attendance rates within our target. The Ashley
the photo.

concert tickets
Ashley Furniture can advertise their store through TicketBack from Ticketmaster.
TicketBack assures an intimate one-to-one marketing opportunity with event ticket
New York, New York - Beyonce

Austin, Texas - John Mayer

Boston, Massachusetts - Kings of Leon

February 28, 2014 at TD Garden
Chicago, Illinois - Kanye West

Los Angeles, California

Justin Timberlake
November 26, 2013 at Staples

San Francisco, California

Macklemore & Ryan Lewis
Date: December 7, 2013 at

Houston, Texas Miley Cyrus

March 16, 2014 at Toyota

additional opportunities
Advertising Space in Music Festivals
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Full page: $3248 for b&w $5148 for color
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page: $1764 for b&w $3188 for color
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TicketFast
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Rates: 4.5- 8 cents each

Ticketmaster: TicketBack
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Intimate one-on-one marketing opportunity
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Minimum Quantity: 500,000
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Rates: 1.8-2.5 cents each per ticketBack, printed and distributed

Live Nation Advertising

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Digital media, consumer promotions, loyalty rewards, social media, brand integration and database marketing
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Reaches multiple markets internationally
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#1 ticketing site
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15 million unique visitors per month

Questions?