Y~~nYY.Q - International Business courses

Y~~nYY.Q ....
Town Ho
Group 1B:
MKT 4354, Market Promotion
s
Table of Contents
Executive Summary................................................................... ...... .. ... ..................
2
Problem Statement .................................. ...............................................................
4
Budget.......... ..... ............ ..... ...... .. ....... ...... .... ..................... .................. ...... ............ ...
5
Target Audience................................................................................................. .....
6
An Integrated Marketing Communications Plan........................ .. ............................
12
References........................................... ........................................ ...........................
26
Appendix A: Texas Tech Housing Survey..............................................................
28
Appendix B: TTU Student Housing Survey Area .. .................................... ..............
30
Appendix C: Sample One-Fourth Page Ad for The Daily To"eador ......................
32
Appendix D: Large Screen Television for Sweepstakes .................... :....................
34
Appendix E: Susan G. Komen for the Cure............................................................
37
Appendix F: Advertising Specialties........... ............ ...... ... ...................................... .
40
Executive Summary
At the beginning of August 2010, Lynnwood Townhomes (Lynnwood) had 100
units available for lease. They are interested in finding a way to reach potential tenants
in the fall/early spring, and ideally lock in leases no later than spring each year. The
Wisian's want to find out what factors TIU students take into consideration when
choosing where to live, and are interested in knowing what marketing strategies will
reach these students.
Lynnwood's target market was determined using geodemographic segmentation,
based on age and location. To determine what students want from a housing complex,
we administered a TTU Housing survey to current TIU students. The results indicated
students are most interested in the housing complex location in Lubbock, which
includes safe neighborhood, physical location, and where my friends live. The next
three (3) factors include: free high speed internet, the actual monthly rent charge, and
free utilities.
Next, we examined Lynnwood's location, ability to serve the student segment,
the current size of the student segment and its growth potential, and the competition
Lynnwood faces by targeting that segment. We concluded that Lynnwood is very
capable of serving the TIU student population. They are located near the campus,
have many units available for lease, and offer a variety of price points that are
significantly lower than their competitors.
The value Lynnwood offers its customers is spacious and affordable living near
the TIU campus. By using a simple, consistent, and distinctive message in Lynnwood 's
IMC, TIU students will recognize the specific benefits Lynnwood provides that
2
distinguish them from their competitors. In order to tap into the youth culture, we
suggest using the slogan, "Free to be Yourself," and using benefit and user positioning
to focus on benefits and features that suit students the best. This will position
/
Lynnwood to attract more TTU students.
Some minor changes are suggested for both the Lynnwood website and flyer.
We believe Lynnwood should discontinue the two billboards and apply that money
toward transit advertising to get their brand in front of their target audience, TTU
1
students. To demonstrate their corporate social responsibility, Lynnwood should pair up
with Susan G. Komen for the Cure and Zeta Tau Alpha (Zeta) in 2012. The kickoff for
the event would include a Sweepstakes for a large screen television .
To avoid brand oversaturation, we suggest fewer ads in The Daily Toreador, and
referencing each promotion on Lynnwood's website and Facebook page. This allows all
the IMC tools to work together and create a wide-spread, consistent and persuasive
impression of the housing value provided by Lynnwood.
./
Lynnwood should discontinue their t-shirt giveaway as an advertising specialty
due to student emphasis on brand awareness. Instead, we propose advertising
specialties that include: 1 GB USB drive, house-shaped mouse pads, media loungers,
and drink koozies.
/
3
Problem Statement
The Wisian's have owned Lynnwood for eight years. In the past, Lynnwood has
had trouble filling all their units before August. Their marketing goal is to find a way to
------
reach potential tenants in the fall and early spring. Ideally, locking in leases no later
than spring each year is their specific objective. Lynnwood was designed with students
in mind, and the owners want to find out what factors TIU students take into
consideration when choosing where to live in Lubbock. They also want to know what
marketing strategies work to reach these students.
Our integrated marketing communication (IMC) will build brand awareness,
identity, and preference for Lynnwood by using a variety of promotional tools. These
tools will work together and create a wide-spread, consistent and persuasive impression
of the housing value provided by Lynnwood. The promotional tools selected for use in
our IMC will play a significant role in Lynnwood brand development and management.
These promotional tools are essential in retaining current Lynnwood customers and
attracting new Lynnwood customers. The target audience will learn about Lynnwood's
features and benefits through the consistent message content of the selected
advertisements (O'Guinn, Allen, & Semenik, 2011). Through our marketing efforts,
potential clients will be able to discern the differences between Lynnwood's housing
amenities and the numerous rental providers in Lubbock offering a very similar product.
4
Budget
Promotional Items
Promotional Events:
Kick for Rent Contest, continue as usual
Sweepstakes for Susan G. Komen Race for the
Cure Kick-off: Samsung LED-LCD television
Advertising:
2 Citibus Vinyl Wraps, below windows, 1 side only,
2-year vinyl warranty, Double-T and Red Raider
Routes, run November through April each year, setup charges/individual wrap, cosUmonth/bus
The Daily Toreador, Sticky Notes, 2.875" x 2.875",
cost per run, run 2 times in spring 2012 semester:
1) Wednesday after Spring Break, 2012 for $150 off
first month's rent if rented by March 31, 2012, and
2) first Wednesday in April, 2012, to coincide with
Susan G. Komen Race for the Cure kick-off
The Daily Toreador, %-page (31.5"), local rate,
camera-ready, cost per run, Fall 2011 run 2 days: 1
and 2) Kick for Rent Contest both before the first
and third home games, Spring 2012 run 3 days: 3,
4, and 5) Sweepstakes for Susan G. Komen Race
for the Cure Kick-off: Samsung LED-LCD television
The Daily Toreador, %-page (31.5"), local rate,
camera-ready, cost per run, run 2 days during the
summer, $100 off 1st month's rent
Incentives:
$150 off 1st month's rent per unit for new 1-year
lease if signed by March 31, until all town homes are
filled or March 31, cost per unit leased based on 30
leases
$100 off 1st month's rent per unit for new 1 year
lease, offered June 1 through June 15, 2011, cost
per unit leased based on 10 leases
Additional AT&T telephone line to track Citibus vinyl
wrap effectiveness, cost per month
Advertising Specialties:
1GB USB drive, red, cost each, offer valid until April
30, 2011, order qty. 500
1/8" thick, red, house-shaped mouse pad, stock
shape, with soft-surface, uses 4-color process
. imprint, cost each, order qty. 2,000
Media lounger, red, cost each, order qty. 4,000
Red drink koozie, cost each, order qty. 3,000
TOTAL
5
Cost
Set-up
charges
Total cost
w/tax
$16,500.00
$16,500.00
$1,299.99
$1,407.24
$500.00
$1,850.00
$9,700.00
$1,500.00
$3,000.00
$403.20
$2,016.00
$403.20
$806.40
$150.00
$4,500.00
$100.00
$1,000.00
$28.15
$365.67
$8.75
$60.00
$4,800.89
$1.95
$1.89
$0.49
$0.00
$50.00
$40.00
$4,221.75
$8,237.83
$1,634.58
$58,190.36
Target Audience
To fill all units at Lynnwood in a timely manner, the ideal target market must be
located. One method to identify the target market is geodemographic segmentation.
Consumers are divided by neighborhood and the common demographic characteristics
they share, such as age, gender, race, marital status, education, income, and
occupation. Mr. Wisian informed the class that Lynnwood was designed with college
students in mind (E. Wisian, personal communication, January 26, 2011 ). The most
important criterion to consider when targeting students, aged 18-24, is what the
members of that segment want from a housing complex. Then, it is important to
determine if Lynnwood is able to fulfill that need. This can be done by examining
Lynnwood's ability to serve the student segment, the current size of the student
segment and its growth potential, and the competition Lynnwood faces by targeting that
segment (O'Guinn, et al., 2011).
To determine what factors 18- to 24-year-old TTU students consider when
deciding where to live, we created a TTU Housing Survey (Appendix A). The survey
was administered to 288 Rawls College of Business Administration students at TTU in
the following courses: Consumer Behavior, Fundamentals of Marketing, Political
Science, Human Geography, and two sections of Managerial Accounting. Survey
results by classification included: 48 seniors, 81 juniors, 54 sophomores, 64 freshmen,
and 41 students who did not specify a classification .
j
The Housing Survey contained two sections. The first section listed 14 factors as
options students might consider when deciding where to live in Lubbock during their
college days. The students were asked to rank the top 10 factors from 1 (most
6
important) to 10 (least important). There was an "Other" option, where students could
write in any additional criteria they might consider when making the choice on where to
live. The factors we listed as choices on the survey included: where my friends live,
safe neighborhood, parking garage, fitness center, free cable television , computer lab,
monthly rent charge, physical location in Lubbock, swimming pool, lots of parking
available for friends, free high speed internet, free utilities, television room, and tanning
parlor. The top six factors stood out, because each had over 250 responses:
Rating
1
2
3
4
5
6
Factor
Safe Neighborhood
Physical Location in Lubbock
Free High Speed Internet
Monthly Rent Charge
Where My Friends Life [ · vQ.
Free Utilities
Number of
responses
269
266
261
259
254
/
253
I
/
/
I
The second section of the survey asked the student to write in their current
apartment or town home complex, if they currently live in one. When the results were
calculated, The Cottages received the most responses. The next three complexes tied
for second place: Lynnwood Townhomes, University Fountains, and University Trails.
Three (3) of the top six (6) responses on the survey take the actual complex
location into consideration: safe neighborhood, physical location in Lubbock, and where
my friends live. Safe neighborhood was the top response on student surveys. In order
to compare crime statistics among complexes, we included Microsoft MapPoint U.S.
demographic data for 2007 (the most recent data) on Appendix B. The size of each
green circle on the map corresponds to the total crime figure using discrete equal
ranges by zip code. Higher crime figures have larger circles. The small green circles
7
on Appendix B represent a total crime rate of zero (0) to 599, and all crime totals in
Lubbock fall into this category. Therefore, all small green circles on the map are the
same size. The table below displays the total crime results by zip code.
Total Crime
172
123
161
156
157
177
172
156
Zip Code
79401
79409
79410
79411
79412
79413
79414
79416
The highest total crime rate listed above is located in zip code 79413, and none of the
housing complexes are located in this area. The total crime rate in zip code 79401,
where The Cottages, University Trails, and University Fountains is located, is 172. The
total crime rate in zip code 79416, where Lynnwood Townhomes is located, is 156.
Although the differences in crime rate are not significant, the total crime rate in
./
Lynnwood's 79416 zip code is actually nine percent (9%) smaller than the total crime
rate in the 79401 zip code. Therefore, there would be no reason for students to choose
one zip code over the other based on crime rate.
Physical location in Lubbock rated second on the survey, and where my friends
live rated fifth. These two factors can, therefore, be considered together. Three of the
top four complexes are clustered in the same area of Lubbock: The Cottages,
_University Fountains, and University Trails. They are all located less than one mile from
the Broadway and University entrance to TIU. The only outlier is Lynnwood
Townhomes, which is 4.78 miles frorn the Broadway and University entrance. In order
8
to demonstrate the differences in location, all four complexes were numbered and
positioned on the Microsoft MapPoint map (Appendix 8). Nearby businesses
frequented by college students are also included on Appendix 8: restaurants (red
/
circles), bars (yellow circles), grocery stores (blue circles), and hospitals (black circles) . . /
To analyze how the top four complexes compared when considering high speed
internet, monthly rent charge, and free utilities, we compiled information obtained
through apartment/town home complex websites and phone calls, when necessary
(Lynnwood Townhomes, University Fountains, University Trails, The Cottages). All four
complexes pay the costs of utilities and high speed internet. Therefore, there are no
real differences among complexes in this regard .
All four complexes have multiple unit styles and price points available. The
Cottages, at 2001 91h Street, has the following options available:
4/4 and 5/5
University Fountains, at 2202 Mac Davis Lane, has the following options available:
Style
Flat
Town Home
Town Home
Town Home Loft
Efficiency
Bedroom/Bath
(number)
Price per bedroom
per month
Square Feet
3/3
4/4
3/3
4/4
1/1
$560
$570
$630
$630
$760
1181
1515
1404
1661
491
9
University Trails, at 2210 Main Street, has the following options available:
Lynnwood, at 602 North Belmont Avenue, has the following options available:
Style
Town home
Town home
Town home
Bedroom/Bath
(number)
2/2
3/3
4/4
Price per bedroom
per month
$450
$300-$325
$400
Square Feet
1200
1370
1880
To determine the complex with the best pricing value, we calculated the price per
square foot. The results are:
Complex
The Cottages
University Fountains
University Trails
Lynnwood
Price per square foot
$ .31-$ .61
$.38-$1.54
$ .36-$1.28
$ .21 -$ .38
Lynnwood has the most reasonably priced units, ranging from$ .21 to$ .38 per square
foot, and University Fountains has the most expensive prices, ranging from $ .38 to
$1.54 per square foot.
Lynnwood is very capable of serving the TIU student population. They are
located less than five (5) miles from
nu, they have 628 units available for lease, and
they offer a variety of price points in their lease options (E. Wisian, personal
communication, January 26, 2011 ). The student segment is quite large and is expected
10
to continue growing. Currently, the TTU student enrollment is currently over 31,000
(Howard, B., 2011), and the goal, under the plan to achieve tier-one status, is to have
40,000 students enrolled by 2020. The Lubbock student housing market is very
competitive, though. Since 1980, 5,512 apartments and 886 duplexes have been built
in Lubbock. However, according to the City of Lubbock Planning Department, the
Lubbock apartment vacancy rate has decreased from over 17% in 1985 to about 10% in
2004 (City of Lubbock- Planning, 2004). Based on estimates by the Lubbock Planning
Department, using a population growth rate of 0.6% per year, there should be about 300
to 400 apartment units built per year. Based on this evidence, it appears the TTU
student population would be an ideal target market for Lynnwood. Using a
geodemographic segmentation that groups the segment by neighborhood based on age
would allow Lynnwood to choose media to efficiently reach 18- to 24-year-old Texas
Tech Students.
11
Integrated Marketing Communication Plan
Once a company knows the value they offer their customers, they can create and
deliver an effective IMC to their target audience. After looking at the Texas Tech
Housing Survey results and comparing the top four complexes, we believe the value
Lynnwood offers its customers is spacious and affordable living near the TIU campus.
Therefore, it is necessary to effectively position Lynnwood to the TIU student
population so they can differentiate between Lynnwood and the other rental providers in
Lubbock. Lynnwood's message should be simple, consistent, and distinctive in order to
develop a focused IMC.
Lynnwood's message to the consumer should be simple and easy to understand.
Several different slogans have been used in advertisements, such as: "Wanna Come
Back to My Place?," and "Home Style Living for Less." When there are multiple slogans
that send different messages to the consumer, it can be more difficult for the consumers
to process the intended meaning of the message. Using the same, consistent slogan is
a vital key to providing a message that the target market can understand. Since our
target segment is college students "Home Style Living for Less" may not be the best
communication to reach them . Students, who are away from home, possibly for the first
time, may enjoy living separate from the 'homey' feeling of parents. An idea which
might gain more acceptance is: "Free to be Yourself." This concept taps into the youth
culture by focusing on self, freedom, and the opportunity to explore the combination of
these two ideas.
Lynnwood's message needs to be distinctive. In every element of the IMC,
consumers should recognize the specific benefits Lynnwood can provide that
12
distinguish them from their competitors. Consumers today are busier than ever, and
they are bombarded with advertising messages. As a result, they ignore and forget
most of the ads they view. A distinct message that conveys Lynnwood's spacious and
affordable living near the TTU campus will effectively communicate specific benefits that
target their market, TTU students.
Consumers choose where they live based on the primary benefits they receive.
In the past, Lynnwood has used a competitive positioning strategy, where the goal is to
reference the advantages Lynnwood has over their competitors. This is a hard sale in
Lubbock, because there are so many new apartment complexes being built near the
TTU campus that offer amenities like resort-style pools, state-of-the-art fitness facilities,
business centers, theater rooms, community lounge areas, and free tanning. Each new
complex has the best amenities going until the next complex is built. To communicate
spacious, affordable living near the TTU campus, Lynnwood's best strategy would be to
use benefit and user positioning. Benefit positioning allows Lynnwood to point out their
benefits, and user positioning focuses on features that are best for their target audience,
the TTU students (O'Guinn, et al., 2011).
To continue with our consistent image of Lynnwood, we suggest minor changes
to the Lynnwood website and flyer. We were impressed by the overall look of the
Lynnwood flyer and how it targets college students. However, the flyer and website
themes do not complement each other. The flyer and website should send a consistent
message to our specific target audience, TTU
students.~erefore, red and black would
be the best colors to use. Students relate these colors to TTU. Lynnwood can achieve
this consistency goal by changing the website colors to red and black. Also, it would be
13
beneficial to add multiple customer reviews to the website. This provides a sense of
trust to potential tenants. They would be able to see how much other students enjoy
living there. Lynnwood could offer some type of reward for writing a review, such as
one of the promotional items listed later in this section. Having good reviews from
current tenants is one of the most important factors in gaining new tenants.
Before the Lynnwood flyer is printed again, there is one small change that would
improve it. The pictures in the flyer would be more effective if they included pictures of
students. The pictures in the current flyer make Lynnwood seem a bit sterile and
unoccupied. As an example, take a picture of a student lying on a bed with a lapto~ r
open while working on homework or a picture with lots of students sitting around the
~\
pool, laughing and having fun . These images would give the potential tenant a clear
picture of the current Lynnwood tenants and make them feel like they would fit in at
Lynnwood.
Currently, Lynnwood has two billboards located on the highways by Idalou and
by Post. These locations appear to make sense, because students are traveling back
and forth on the weekends to visit family and friends. Without a separate telephone
number or other monitoring device, there is no method to track how effective the
billboards are and if they are accomplishing their intended goal. Therefore, we believe
Lynnwood should use these funds in a more efficient way to reach the target audience.
This would cut $8,400.00 from the IMC budget. One suggested use of the money is to
use transit advertising.
/
Transit advertising appears on the interior and/or exterior of mass-transit
vehicles. The Citibuses (Citibus: Advertising , 2010) on the TTU campus are a great
14
~~
method of transportation for many students. Students are always waiting and watching
for the next bus to take them to their class or to their home. As part of the IMC,
Lynnwood would reach the masses of TIU students with a Citibus vinyl wrap. The
primary bus routes on the TIU campus run in three different routes. Our
recommendation is to focus on the Red Raider and the Double-T routes, because they
circle the campus in opposite directions while covering the major points of interests and
commuter parking lots North and West of campus.
There are several choices for a Citibus Vinyl Wrap. Two of these choices include
covering one side of the bus or covering the bus completely. For purposes of our
budget, we choose the style of wrap to begin below the windows and on one side of the
bus only. The vinyl warranty is for two years. Having the bus wrap for multiple months
will be beneficial to Lynnwood because of the repeated exposure to the students
J
several times per day. These numerous media impressions create the opportunity to
communicate the positive features of living at Lynnwood. Since Lynnwood would prefer
to have their leases signed and completed by early-to-mid spring, the bus wrap should
be used prior to this time frame. To increase the effectiveness of the monetary funds
spent, running the bus wrap every year from November through April will generate
numerous opportunities for students in the 'where am I going to live?' mode to make an
informed decision about their housing options. Six months of continuous bus wrap,
including the design, set up fee, printing, and installation total $4,850.00 per bus. We
suggest wrapping two buses, both the Red Raider and the Double-T, which would cost
$9,700. While at first glance, this amount may appear large, the constant exposure on
15
a transit advertising medium is a logical choice to impact students on campus as part of
a cohesive advertising campaign.
Lynnwood could measure the effectiveness of the transit advertising by
purchasing an additional telephone line. If their current telephone service is through
AT&T, a new telephone number that is forwarded to the existing telephone number
would cost $28.15 per month plus tax, and there is a way to track the number of calls
received (AT&T personal communication, April13, 2011). If Lynnwood feels there are
not enough calls to warrant the Citibus vinyl wraps, they could cancel the promotion at
any time.
/
As long-time business residents of the Lubbock community, Lynnwood has a
unique opportunity to give back to the citizens of Lubbock and show their commitment
to corporate social responsibility. With numerous organizations with which to be
/
involved, the choice of Susan G. Komen for the Cure (Komen) was an easy one to
make. You might ask, "What is the connection between Lynnwood and Komen?" The
Lubbock chapter of Komen is an active and vital part of the local landscape. Their
name has a widespread network of associations through many different events
throughout the year. Komen also enjoys a special relationship with a sorority on the
TIU campus (S. Winters, personal communication, April11, 2011). Zeta Tau Alpha
(Zeta) is a sorority which focuses their philanthropic efforts on breast cancer education
and awareness. Since Lynnwood's target audience is TIU students, what better way to
build another connection with that same market than through a well-known sorority?
By combining forces with Komen and Zeta, the community presence of
Lynnwood would increase by leaps and bounds. Komen participates in two major
16
events each year. These events are the Laugh for the Cure in February and the Race
for the Cure in October (see Appendix E). For example, the Race for the Cure
sponsorship opportunities showcases abundant ways for the name of Lynnwood to
reach out to the community of Lubbock and the students at TIU. The Bronze Medal
level of $2,500 provides eleven different methods for communicating Lynnwood's name
in conjunction with Kamen. Lynnwood's logo will be included on 8,000 race t-shirts,
5,000 race registration forms and online registration, 1,000 race posters, and also
recognition on all items supporting the area and event. Additionally, Lynnwood's logo is
listed on the website (www.komenlubbock.org). Just these five logo placements will
radically increase the presence of Lynnwood in the minds of Lubbock citizens.
The Kamen race is an event for people of all ages: students, families, and
grandparents. They are proud to wear their bright pink t-shirts many years after the-race. Each time a race participant puts their t-shirt on and wears it to the grocery store,
the Lynnwood name is recognized. The involvement of Lynnwood with Kamen will bring
to mind several beneficial associations. Good health for all women (and men too!) is an /
excellent mental reminder of the social impact of Lynnwood. Lynnwood will create a
positive feeling in the minds of future tenants when they are considering a place to live
for themselves or their sons and daughters who will be attending TIU.
I
This year's 17th Annual Race for the Cure is scheduled for Saturday, October 1,/
2011, and registration begins Sunday, May 1, 2011. Because you will be reading this
paper at the end of April, it would be better to wait until the 2012 Race for the Cure in
order to develop a successful campaign. May and October, when the Race for the Cure
begins, everyone in Lubbock will be talking about the Race, who is participating,
17
building teams of walkers, and making plans for the whole day. When Lynnwood
makes the choice to be part of this speculator event, they will be remembered, and
remembered well. Stephanie Winters, Events Coordinator for the Susan G. Komen for
the Cure, Lubbock Area Affiliate, is the contact person for event information. Ms.
Winters can be contacted by e-mail at stephanie.komenlubbock.org or by phone at
(806) 698-1900.
We propose the Zeta's coordinate with Lynnwood during the spring of 2012. As
a promotional kick-off to the event, Lynnwood will hold a raffle sweepstakes and give
away a large screen television (Appendix D). A sweepstakes is a sales promotion
where winners are awarded prizes based on chance. Any person who walks through
the door of Lynnwood is eligible to enter this sweepstakes. Ideally, the majority of foot
traffic will be generated from advertising about the free television in the TTU newspaper,
The Daily Toreador. On the first Wednesday of April, 2012, a Sticky Note would run on
the front of The Daily Toreador promoting the kick-off of the Susan G. Komen Race for
the Cure and the Lynnwood television sweepstakes. AX-page ad would run in The
Daily Toreador each of the next three (3) Wednesdays in April, announcing the Monday,
April 30, 2012, drawing for the television. The students reading The Daily Toreador will
arrive first and put their names 'in the hat' to be included in the drawing. We cannot
limit the participants to people who sign a lease, because under the laws of Texas, the
drawing becomes a lottery and is not legal. Therefore, any person who walks in is
eligible to win the free television. The increased amount of foot traffic from the
advertising will most likely expose more students to the existence of Lynnwood and all
18
the wonderful aspects of living there. This is a perfect opportunity for the staff of
Lynnwood to sign people up for new leases and renew current leases.
On the day of the drawing, a member of the Zeta's will be the official person to
draw the name of the winner. As a third party to the drawing, the Zeta sorority is an
objective outsider and will have no bias regarding who wins the free television. In order
to adequately inform the public regarding the drawing and the results of the winner, we
suggest sending a Press Release to The Daily Toreador (The Daily Toreador, e-mail:
studentmedia@ttu.edu) , The Lubbock Avalanche-Journal (Lubbock Avalanche-Journal,
fax: 806-744-9603), and television stations KCBD (806-744-0449), KLBK (Everything
Lubbock.com, fax: 806-748-2250), KAMC (Everything Lubbock.com, fax: 806-7481080), and KJTV (KJTV, fax: 806-748-9387). The editor of each organization decides
which events to cover. If each organization writes a small article or broadcasts a news
story regarding Lynnwood, their involvement with Kamen, the Zeta house, and the
winner's information, then all the organizations receive major publicity. These
promotions provide a marvelous way to connect people with Lynnwood and their social
responsibility efforts. Because the articles are generated by the newspapers and
television stations themselves, there is no cost. Everyone wins- Lynnwood receives
free publicity, Kamen educates the public, Zeta can plug their sorority, and the
newspapers and television stations show their community spirit by covering a local
event.
Since Lynnwood will be a sponsor for the Kamen Race for the Cure, they will
show their commitment to breast cancer awareness and education. With more young
women (under the age of 40) being diagnosed, it is a logical conclusion that more
19
students at TIU will become victims of breast cancer. A sweepstakes would be a way
to create excitement and interest for Lynnwood. Lynnwood could purchase a large
screen television from Best Buy and promote this event is using a sticky note on the
front of The Daily Toreador. The sticky note would let students know that they need to
come by the Lynnwood office to sign up for the sweepstakes. Lynnwood has used this
method of advertising before. It costs $1,500 for a one-day run. Students would see
the sticky note on the newspaper and come by the Lynnwood office to sign-up to win
the television. This would be a great opportunity for Lynnwood to make a positive
impression on the potential tenants that come into the office. Students (or other
potential tenants) would fill out a form with their name, phone number, address, and email and place it in a box. This information could be compiled into a mailing and emailing list of potential tenants (with a statement at the bottom of the form notifying the
entrant of this fact). A drawing would be held on Monday, April 30, 2010. As an
example, a television currently offered on sale at Best Buy is shown in Appendix D.
Lynnwood would purchase a television at Best Buy, similar to the Samsung. 46" Class I
1080p I 120Hz I LED-LCD HDTV. This model currently costs $1,299.99 plus tax, but
technology prices continue to drop and the price may change by next year. Students
love large screen televisions, and we believe there would be numerous entries and
"'~
-- "7
traffic to the Lynnwood office.
When advertisements and promotions occur on a constant basis, the brand
becomes oversaturated and it can diminish the brand's image. Therefore, we have
limited the number of Y4-page advertisements in The Daily Toreador to two (2) times
during the Fall 2011 semester, three (3) times during the Spring 2012 semester, and
20
two (2) times during the Summer 2012 session. The Daily Toreador Fall2011
Semester would include two (2) ads totaling $806.40: 1 and 2) promote the Kick for
Rent Contest both before the first and third home games. The ad should provide a list
of dates when the contest will be held and how to enter the contest. This will associate
the Lynnwood name with a fun event, a TIU football game. The Daily Toreador Spring
2012 Semester would include three (3) ads totaling $1,209.60: 1, 2, and 3) a %-page
ad run on the second Wednesday in April, 2012, and continuing each week, for a total
of three Wednesdays. The ad would build-up the Susan G. Kamen Race for the Cure
kick-off and sweepstakes for a large screen television.
We suggest using The Daily Toreador sticky notes two (2) times during the
Spring 2012 Semester, which will cost $3,000.00 total: 1) the Wednesday after Spring
Break to promote $150.00 off the first month's rent if the unit is rented by March 31,
2012. The promotion would be on a per-unit basis, not per individual. This promotion
would help first-time renters lower their first month's rent. When students first move out
on their own, the first few months can be the toughest, because they are required to
stock a kitchen, purchase cleaning supplies, and put down a deposit. A sample of this
%-page ad for The Daily Toreador is included in Appendix C. According to Mr. Wisian
(personal communication, April 8, 2011 ), exact figures for promotions are not currently
being tracked. Therefore, we estimate 30 units will take advantage of this offer, which
totals $4,500.00. To determine if the offer is worthwhile to continue, it will be important
to keep track of the number of units leased during this promotion. 2) the first
Wednesday in April, 2012, to coincide with the Susan G. Kamen Race for the Cure kick-
21
off and television sweepstakes. This promotion is discussed in full in the Kamen section
of the paper.
The Daily Toreador Summer 2012 would include two (2) ads totaling $806.40:
1 and 2) a %-page ad run two (2) days during either just the first Session or one each
Session. They would promote $100 off the first month's rent, and it would continue to
be available for two weeks or until all available units are leased. This incentive is $50
less than the sticky note ad run in March, 2012 . We believe the first people who
respond to a promotion should receive the best reward. Otherwise, potential tenants
will wait until the last minute to sign a lease in hopes of attaining the best price. This
would defeat the original goal of locking in leases no later than spring each year. We
estimate 10 units will take advantage of this offer, which totals $1 ,000.00.
Every promotion advertised in The Daily Toreador should also be placed on the
Lynnwood website and Facebook page. To build broad exposure for Lynnwood, we
now have multiple promotional tools working together to deliver a synergistic message
(O'Guinn, et al., 2011). Anyone who looks at the website, Facebook page, Daily
Toreador ads, or sees the Citibus vinyl wrap will have this communication reinforced .
As a part of our IMC, we believe Lynnwood should discontinue offering t- shirts to
individuals who take tours or sign a lease. Lynnwood is currently spending $9,000.00
on t- shirt promotion. By eliminating this promotion, they could offer more current
promotional items. The t-shirts Lynnwood currently promote are a neon green color. Tshirts with apartment logos are not viewed as attractive to students, because of their
emphasis on brand awareness. We have chosen four new advertising specialties that
would be useful and attractive to TIU students.
22
Advertising specialties are sales promotions that feature a message on a useful
item and given to consumers with no obligation (O'Guinn, et al., 2011). The advertising
specialties we recommend for Lynnwood can be purchased at Scarborough Specialties
(Scarborough) at 10501 Indiana Avenue, Lubbock, Texas. Nancy Elliott, a Sales
Representative there, provided prices in Appendix F (N. Elliott, personal
communication, April 1, 2011 ), and we have created mock-ups with the Lynnwood logo
to demonstrate what the items would look like. Scarborough provides free professional
design service utilizing their four (4) in-house graphic designers, and each item would /
feature the Lynnwood logo. This design service is free. Some items would feature the
slogan and pictures. The promotional items would build brand awareness among the
students, because they offer educational and recreational value. The items could be
randomly put in gift bags with a Lynnwood flyer for potential tenants. The least
expensive items would be put in each gift bag, and the more costly items could be
randomly put in every five (5) or 10 gift bags. We have chosen four (4) items that would
be beneficial to college students: 1GB USB drives, house-shaped mouse pads, media
loungers, and drink koozies.
Students use computers on a daily basis, and carry USB drives with backups of
their coursework. Scarborough's most popular USB drive has a flip top so you don't
have to worry about losing a lid. However, there are many other types available. USB
drive pricing is based on weekly pricing that changes every week. From April6 through
April 30, 2011, these 1GB USB drives are on sale for $8.75 each. They usually range in
price from $10.00 to $12.00 each. There is a set-up charge of $60.00, and the
minimum order is 50 pieces. We suggest ordering 500 red USDB drives for the first
23
I
order, which totals $4,800.89. We kept the order amount low, because these are the
most costly of the four (4) items.
A complement to the USB drive is the 1/8" thick, house-shaped mouse pad. It is
a stock shape, has a soft-surface, and uses a 4-color process imprint. The design can
include as many colors and photographs as you like. The minimum order is 250 pieces,
and the price is $1.95 each. There is no set-up charge. We suggest ordering 2,000 for
the first order, which totals $4,221 .75. By ordering 2,000, Lynnwood has more than
enough to supply all Lynnwood tenants if all units were empty. These mouse pads are
relatively inexpensive and could be used in other promotions.
Students are very reliant on their electronic devices. The media lounger holds a
cell phone, iPod, MP3 player, or other mobile device in an upright position for easy
viewing. The grip holds the device in place. They cost $1.89 each for the red and blue
ones, and $1.99 each for silver. We suggest the red media lounger to coincide with the
TTU colors. The set-up charge is $50.00 for a one-color imprint, and the minimum
order is 250. We suggest ordering 4,000 for the first order, which totals$ 8,237.83.
These will be very popular items, which is why we suggest ordering so many. These
media loungers could be implemented into other promotions or contests.
The koozies come in about 10 colors, and the minimum order is 250. Again, we
suggest going with the red koozies to coincide with the TTU colors. For 250 or more,
these are currently on special for $.49 each. There is a $40.00 set-up charge for a onecolor imprint. Because these are such a bargain, we suggest ordering 3,000, which
totals $1 ,634.58.
24
By using a variety of promotional tools and sending a simple, consistent, and
distinctive message, Lynnwood will build brand awareness, identity, and preference for
their townhome complex. TTU students will learn about Lynnwood's features and
benefits through select advertisements, and they will be able to distinguish between
Lynnwood's housing amenities and the other rental providers offering a similar product.
All the IMC tools in this plan work together to create a wide-spread and persuasive
message touting Lynnwood's value, all while utilizing an advertising budget less than
the current $60,000 annual budget.
25
References
Citibus 1 Lubbock Transit Authority. (201 0). Citibus: Advertising. Retrieved March 21,
2011, from http://citibus.com/advertising.html
Howard, B. (2011, January 11). Tech routes 10-year plan toward tier-one status.
The Daily Toreador. Retrieved March 12, 2011, from http://www.dailytoreador.com/
news/article 94a312e6-1 e06-11 eO-ac7d-00 17a4a 78c22. html
Everything Lubbock. com. KAMC and KLBK. (2011 ). Retrieved March 11, 2011, from
http://everythinglubbock.com/
KCBD, NewsChannel 11 Lubbock - kcbd.com. (2011 ). Retrieved March 13, 2011, from
http://www. kcbd. com/?name=KCBD%2Dinternet%2Dtv%2Dwebvideo
Lubbock - Planning - Demographics & Economics: 2004 Report. (2011 ). City of
Lubbock - Planning. Retrieved April 10, 2011, from
http://planning.ci.lubbock.tx.us/
Lubbock Online: Lubbock Avalanche-Journal. (2011 ). Retrieved March 2, 2011, from
http://lubbockonline.com/
Lynnwood Townhomes. (n.d.). Amenities: Floorplans. Retrieved March 1, 2011, from
http://www.lynnwoodtownhomes.com/lubbock-lubbock/lynnwood-townhomeslynnwoodtownhomes/floorplans/
MyFOXIubbock 1 FOX 34 News KJTV Lubbock, Texas. (2011). Retrieved March 11,
2011, from http://www.myfoxlubbock.com/default
O'Guinn, T., Allen, C., & Semenik, R. J. (2011). The world of integrated marketing
communication. In Laverie, D. A., & J. Harper (Ed.), Promo (pp. 6-7). Mason,
OH: Cengage Learning.
26
O'Guinn, T., Allen, C., & Semenik, R. J. (2011). Understanding the marketing
environment: Segmentation, targeting, and positioning. In Laverie, D. A., & J.
Harper (Ed.). The world of integrated marketing communication (pp. 66-111).
Mason, OH: Cengage Learning.
The Cottages. (2011). Residences. Retrieved March 4, 2011, from http://www.
thecottagesoflubbock. com/residences. php
The Daily Toreador. (2011 ). Retrieved February 25, 2011, from
http://www.dailytoreador.com/ec8001 a4-b141-11 df-a80f-00127992bc8b.html
University Fountains. (n.d.). Amenities: Floorplans. Retrieved March 4, 2011, from
http://www. universityfountains.com/
University Trails. (2010). Floor Plans and Rates. Retrieved March 3, 2011, from
http://univtrails.com/
27
APPENDIX A: TEXAS TECH HOUSING SURVEY
28
TTU Student Housing Survey for Market Promotion, MKT 4354-001
Name: ---------------------------- Classification: (Freshman, Sophomore, Junior, Senior)
This survey is being conducted by Team 1B for the Lynnwood Townhomes Project in Market Promotion to determine
what factors Texas Tech students take into consideration when choosing where to live in Lubbock. Below are 14
factors you may consider when deciding where to live. Please rank the top 10 in order from 1 (most important) to 10
(least important). If one of your considerations is not listed, please write it in as the last item (Other).
___ Where my friends live
___ Safe neighborhood
_ _ Parking garage
Fitness center
Free cable television
___ Computer lab
_ _ Monthly rent charge
Other:
__
__
__
__
Physical location in Lubbock
Swimming pool
Lots of parking available for friends
Free high speed internet
Free utilities
Television room
_ _ Tanning parlor
If you currently live in an apartment or town home, which one? -----------------------------------
TTU Student Housing Survey for Market Promotion, MKT 4354-001
Name: ---------------------------- Classification: (Freshman, Sophomore, Junior, Senior)
This survey is being conducted by Team 1B for the Lynnwood Townhomes Project in Market Promotion to determine
what factors Texas Tech students take into consideration when choosing where to live in Lubbock. Below are 14
factors you may consider when deciding where to live. Please rank the top 10 in order from 1 (most important) to 10
(least important). If one of your considerations is not listed, please write it in as the last item (Other).
_ _ Where my friends live
_ _ Safe neighborhood
_ _ Parking garage
Fitness center
Free cable television
_ _ Computer lab
_ _ Monthly rent charge
Other:
__
__
__
__
Physical location in Lubbock
Swimming pool
Lots of parking available for friends
Free high speed internet
Free utilities
Television room
_ _ Tanning parlor
If you currently live in an apartment or town home, which one? -----------------------------------
TTU Student Housing Survey for Market Promotion, MKT 4354-001
Name: ---------------------------- Classification: (Freshman, Sophomore, Junior, Senior)
This survey is being conducted by Team 1B for the Lynnwood Townhomes Project in Market Promotion to determine
what factors Texas Tech students take into consideration when choosing where to live in Lubbock. Below are 14
factors you may consider when deciding where to live. Please rank the top 10 in order from 1 (most important) to 10
(least important). If one of your considerations is not listed, please write it in as the last item (Other).
_ _ Where my friends live
_ _ Safe neighborhood
_ _ Parking garage
Fitness center
Free cable television
_ _ Computer lab
_ _ Monthly rent charge
Other:
__
__
__
__
Physical location in Lubbock
Swimming pool
Lots of parking available for friends
Free high speed internet
Free utilities
Television room
_ _ Tanning parlor
If you currently live in an apartment or townhome, which one? -----------------------------------
29
APPENDIX 8: TTU STUDENT HOUSING SURVEY AREA
30
Appendix B. TIU Student Housing Survey Area.
~
Q)
~
1. Lynnwood Townhomes
602 N . Belmont Averue
~
:>
79416
0
•
179416: 156 1
'
~2
E 19th St
j794o9: 123 1
(...)
axey
Park
....ll.
·I
<!:
179410 161 1
-o
Lubbock C1ty Cemetery
0::
Clapp
Park
Q)
~
62
§
~
(.)
•
l
.
i- 179413:
m
-e+-
1
Ribble
Park
~
~
:>
0
.,,
~
1!
.E
~
thSt _ _ _.,
~
.1r
~
J:
LEGEND:
_
D
Total Crime Rate by Zip Code
•
Total Crime Rate
D
D
Hospitals
..,.Burris
•
Restaurants
Bars
•
Grocery Stores
Hospitals
Grocery Stores
Apartment complexes being considered
'\
e
APPENDIX C: SAMPLE ONE-FOURTH PAGE AD FOR THE DAILY TOREDOR
32
Appendix C. Sample One-fourth Page Ad for The Daily Toreador.
y_"'M[l~Q
•..
Town Homes
free. to~ Cj('Uf&e1f
·---------------------------~
Sign a 12-month lease by
March 31, 2012
I
1 and get $150 off the first month's rent
I
I
I
I
:
:
I
1
(offer valid on each 2-bedroom, 3-bedroom,
and 4-bedroom unit leased, not per individual}
1
1
·---------------------------~
•
M on.- Fn.·
8:30 _6:00
602 North Belmont Avenue
Corner of Erskine & North Belmont
Sat.
806-785-7772
10:00- 3:00
Lynnwoodtownhomes.com
33
Join Lynnwood
Townhomes
on Facebook.com
APPENDIX D: LARGE SCREEN TELEVISION FOR SWEEPSTAKES
34
Appendix 0 : Large Screen Television for Sweepstakes.
BEST BUY - Samsung - 46" Class 11 080p I 120Hz I LED-LCD HDTV
Model: UN46C6300SF SKU: 9784657
Delivery: Most areas Check Dates
Store Pickup: Check Stores
Special Offers:
On Sale
Reg . Price:
$1 ,699.99
You Save:
$400.00
Sale: $1,299.99; With Tax: $1,407.24
What's Included
Samsung 46" Class /1080p /120Hz I LED-LCD HDTV
Swivel stand
Owner's manual
Product Features
45-9/10" screen measured diagonally from corner to corner
For optimal viewing in large rooms.
Ultraslim design {1-1/4" deep)
Ideal for wall mounting (with optional mounting kit, not included).
Ultraclear panel
Absorbs ambient light and virtually eliminates reflections for a comfortable viewing environment.
Wide color enhancer plus
Delivers the entire color spectrum for rich, saturated images with intense detail.
1080p display
Provides the highest quality progressive-scan picture possible from a high-definition source.
DNSe sound
Plus Dolby Digital and DTS for dynamic bass enhancement that re-creates the experience of cinema
sound.
Inputs
Include 1 component video (rear), 1 PC (rear) and 4 HDMI (rear).
Outputs
Include 1 optical sound (rear) and 1 Ethernet (rear).
35
Appendix D: Large Screen Television for Sweepstakes (continued)
4 HDMI inputs
HDMI cable not included. High-speed HDMI cable is the only connection that can deliver a full HDTV
experience with a full 1080p picture and digital surround sound.
PC video input
Lets you connect your computer to experience high-resolution images.
2 USB 2.0 ports
For quick connection of a digital camera or other USB device.
Built-in Ethernet port
Lets you connect your TV to your home network.
Component Video Inputs
Warranty Terms- Parts
1
1 year
Warranty Terms- Labor
Composite Inputs
0
1 year
Audio Outputs
Product Width
43"
2
Product Weight
Speaker Output Power
44.llbs. with stand (35 .3 lbs. without)
20W
Mount Bracket/VESA Pattern
Speakers
400mm x 400mm
2
TV Type
ENERGY STAR Qualified
LED-LCD Flat-Panel
Yes
V-Chip
Screen Size Class
46"
Yes
Power Consumption (watts} Power On
Screen Size (Measured Diagonally}
79
45-9/10"
Power Consumption (watts} Stand-by
Aspect Ratio
0.1
16:9
Vertical Resolution
Watts/Channel
1080p
10
Simulated Surround
Screen Refresh Rate
120Hz
Yes
USB Input
Dynamic Contrast Ratio
Yes
4,000,000:1
Ethernet Port
Internet Connectable
No
Yes
PC Inputs
iPod Dock
1
No
USB Port
Product Height (with stand}
Yes
28-1/2"
Product Depth (with stand}
Media Card Slot
No
10-7/8"
HDMIInputs
Product Depth (without stand}
4
1-1/4"
DVIInputs
Product Height (without stand}
0
26"
36
APPENDIX E: SUSAN G. KOMEN FOR THE CURE
37
Lubbock Area Affiliate of
Susan G. Kamen for the Cure
7412 University Avenue #2
Lubbock, TX 79423
phone: 806 -698-1900
fax: 806-445-0592
www.komenlubbock.org
LAUGH FOR THE FUN.
A
R H
A
LAUGH FOR THE CURE!
Sponsor Information Sheet
The 3rd Annual Lubbock Area Laugh for the Cure
Thursday, February 24th, 2011
As a Laugh for the Cure sponsor, your company can make a difference in the lives of families and friends in our
local community who are dealing with breast cancer or who may have to fight the disease in the future.
Additionally, the benefits of being a Laugh sponsor provide your company with:
1 Corporate visibility with our event attendees, volunteers and your potential clients/customers
~ Positive public relations as a result of your partnership with Susan G. Komen for the Cure
' Increased employee morale through education programs and volunteer opportunities
f Community recognition that illustrates your company's dedication to the cause
Benefits
Title
Sponsor
1')(1
1
Level Exclusivity
Event Night
Recognition
Prominent Placement
of Corporate Logo on
Pre-Printed Materials
Corporate Name
Tagged on All Live and
Pre-Taped Media
Corporate Name Listed
as LFTC Sponsor in all
Email Ads (12,000
email list)
Corporate Recognition
in Event Program
Opportunity for
Exhibition Table at
Event
Placement of
Corporate Banner at
Event
Corporate Name and
Logo on LFTC Website
Meet the Comedian
Tickets
VIP Seating and Event
Tickets
Laugh
Sponsor
Giggle
Sponsor
Snicker
Sponsor
(
Chuckle
Sponsor
Heckler
Sponsor
Name Listed
Name Listed
I
(
'
(
Address
Audience or
Recognition
from Stage
Recognition
from Stage
(
(
.
Recognition
from Stage
(
f
._(
(
(
(
Corporate
Logo
Corporate
Logo
Corporate
Logo
,
t
,.
Plus Direct
Link
16 Tickets
Plus Direct
Link
8 Tickets
Plus Direct
Link
6 Tickets
Plus Direct
Link
4 Tickets
2 Tickets
16 Tickets
8 Tickets
6 Tickets
4 Tickets
2 Tickets
Corporate
Logo
-'
Kamen recognizes In-kind donations at 2: 1. Kamen reserves the right to determine the fair market value of In-kind donations.
38
susan G. Kamen
race
FOR
THEcure
2011 Sponsorship Opportunities
Race Day Media PacbQe
Start Line RecoQnltlon
Flnlsh Line Recognition
Nam e Rec:OQnlt.lon In PSA TV/Radio Soot
Granted Limited Ucense to u E-.tl
Comollmentarv Race Entrv
Com llmenta Table et Annual Luncheon
51 n laced Inside business or on rounds
Com n
esentatJve lntr
Race
8000 Race T -Shirts
lstratlon Forms/ Online _R egistration
Race
1<XXl Race Posters
[Recognition on all Items sugportJng the .-ee or event
Awards Ceremony SIQnaQe/ :omorate Banner at Race
OfTk:lal Site for Entrv Form Pk:k·uo
Recoanlzed In P.A. Announcement at Race
Ta~eat Race
manned
W ebslte llstln at www.komenlubbock.
All
Race Advertlsln
lnvttatlons to all e-. Race Events
Local
Presenting •
Diamond
Medal
Platinum
Medal
Gotd
Medal
Sltver
Medal
Bronze
Medal
Marathoner
Miler
$25 000
X
X
X
X
X
20
X
X
X
$15 000
$10 000
$7 500
$5 000
$2 500
$1000
$500
X
X
X
X
X
X
10
X
8
5
X
X
X
X
X
X
X
X
L.oqo
L.oqo
l.oQo
LOQo
LOCJO
LOCJO
LOQO
LOQO
L.oqo
Lcigo
l.oQo
LOQo
LOCJO
l.oqo
LOQo
LOQO
L.oqo
lOCJo
l.oQo
LOQo
4
X
X
X
3
3
3
2
1
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
L
L
L
0
0
0
0
X
X
L
L
0
0
X
L
L
X
0
0
X
L
L
L.oqo
LOCJO
LOQO
LOQO
0
L
0
Nnf1'lP.
X
0
X
L
0
Nome
X
X
Local Presentln S
sor
The lOCal present•ng sponsor is an exclUSive sponsorsh•p.
The mecha sponsor Will broadcast ltve from the Race from 7am- 9am. Dlx•ng t.hatt•me. the local present•ng sponsor w111 be recogn•zed vta several
components or the Race Day Media package.
1 his package includes the following;
Several Sponsor Billboards (at least one per half hour)
4 commercial spots
3 live tntervtews with company representattves
Comoanv looo drsolaved durina entire broadcast and an breakS
Soeclol Race EIIOITtS Sponsa>hlps · $3.500 cash spoosor.lllp and sut!lect to ovolloblllty)
Special Race [vents Sponsors will receive all the beneftts of Bronze Medal Sponsors plus naming rights to one of the below events;
Course Sponsor
Docs for the Cure
Docs tn Trarnrng for the Cll'"e
Nurses for the Cure
In the Ptnk
Kids for the Cure
Sleep for the Cure
Team CapLatns
Think Ptnk Brunch & Survivor Celebration
Volunteers for the Cure
•• Kamen Lubbock recogntzes in·kind donations at 2.1. Kamen reserves the right to determtne the fair market value of in·kind donatiOns..
Th6 SU54n G. Komtm for tf18 Cufrl promise:
To saYe lives and end breest cancer forever by empowenng people, ensuring quehty cere for ell end energizing science to find the cures.
39
updated 2/11/2011
APPENDIX F: ADVERTISING SPECIALTIES
40
Appendix F: Advertising Specialties Pricing from Scarborough Specialties.
1. Flip-top 1GB USB drive. USB drive pricing is based on weekly pricing that changes
every week. From April6 through April 30, these 1GB USB drives are on sale for $8.75
each. They usually range in price from $10.00 to $12.00 each. There is a set-up
charge of $60.00, and the minimum order is 50 pieces.
2. 1/8"-thick, house-shaped mouse pad. It is a stock shape, has a soft-surface, and
uses a 4-color process imprint. The design can include as many colors and
photographs as you like. The minimum order is 250 pieces, and the price is $1.95
each . There is no set-up charge.
41
Appendix F: Advertising Specialties Pricing from Scarborough Specialties (continued)
3. Media Lounger: Holds a cell phone, iPod, MP3 player, or other mobile device in an
upright position for easy viewing . The grip holds the device in place. They cost $1.89
each for the red and blue ones, and $1.99 each for silver. The set-up charge is $50.00
for a one-color imprint, and the minimum order is 250.
4. Koozies come in about 10 colors, and the minimum order is 250. For 250 or more,
these are on special for $.49 each. There is a $40.00 set-up charge for a one-color
imprint.
Scarborough Specialties is located at 10501 Indiana Avenue, Lubbock, TX 79423.
(806) 792-9925, www.scarspec.com . Prices quoted by Nancy Elliott, Sales
Representative, nancye@scarspec.com. The examples above were not prepared by
Scarborough Specialties, and may look slightly different than the actual product you
would order.
42