Advertising Plan Outline
Market Analysis
Considering your target audience, we have determined your goals. Considering all
strengths, weakness, opportunities, and threats listed below we have established an
analysis of the desired market.
Goals
Increase awareness to locals and millennial age group.
Increase foot traffic in store
Increase in social media presence.
SWOT
Strengths
Location: On Muskogee Ave. and
Highway 51
Exterior: The exterior of the building
is not cluttered, therefore, more
appealing for people passing by.
Verity: Not just antiques but clothes
that millennials will want along with
merchandise for every age group.
Open and Friendly: There is not a lot
of clutter in the store so it is easy to
walk around and find things. There is
a noise on the door whenever
someone comes in. If they are in the
back doing something they can hear it
and come to the front.
Mantique: They are appealing to men.
Most people would think that
antiquing is for women.
Expanding: The back room is going to
be open soon with furniture.
Guest Book: It is good to see how
many people are coming in and
where they are coming from.
Opportunities
Room for more advertising: Advertise
on the opposite ends of town,
newspapers, magazines and radio.
Signs: There are spaces on the
building where she can put signs that
will be easier for drivers to see.
Weaknesses
Social Media: Additional social
media training will increase
social media
attention. Reorganize
Facebook.
Sign Outside: The main sign is
not easy to read for drivers
Fun map: They are paying for it
and no one know what it is. It
isnt in every store only ones
that pay for it.
Locals dont know: They have
been in business for a year and
people still don't know about
them.
Millennials: Not reaching out on
Facebook and Instagram, where
most millennial spend their time.
Parking: There are no signs
outside letting people know
where to park. Not a lot of
parking.
Threats
Competitors: There are a lot of
other antique stores in
Tahlequah and there is one right
across the street from them.
 Travel: Go to other cities with Unique Vintiques is not located
merchandise and talk about your in an economically prosperous
store and bring people in from outside area.
of town.
Online market: have pictures of all the
merchandise from each booth on
Facebook and website.
Advertising in surrounding areas:
Tulsa, Broken Arrow, Jenks,
Muskogee and Fayetteville.
Make the guest book that is already in
her store online, so she can keep
track of where all of her guests are
from.
Set up an Instagram
Hours of operation: Extending open
hours to 6 p. m. would make Unique
Vintiques the store with the second
longest hours of operation and could
increase foot traffic.

Target Audience
Typical Antique Shopper
Almost 25% of the overall population in the U.S. collects something and more people
are becoming interested and learning about antique collecting as a pastime. Prime
collectors of antiques are in higher income brackets and born in the 1950s and
1960s. Antique and vintage items from the 1940s, 50s, 60s and 70s are starting to be
more popular with people from the baby boom generation.

Typically, the best customers are:

Householders ages 35-64
Household incomes of $50,000+
According to the U.S. Census for 2015, Tahlequah has the following age demographic:

Age Counts %

Under 25 7,052 44.8

25-44 4,243 26.9

45-64 2,893 18.4

Over 64 1,978 12.6

The U.S. Census for 2015 for Tahlequah, also gives us the following income
information:

College Crowd

The millennial demographic is unique. They want good quality products at a reasonable
price with individualism represented though the sales experience and in the product.
They prefer to upcycle with good, used items in order to prevent landfill waste. The
biggest reason 1824-year-olds shop at second hand stores for the reduced prices.
Millennial are known to buy from companies who support their values.
According to Barkley, an independent advertising agency, more than 50% of
millennials make an effort to buy from companies that supports causes that they
care about.
Millennials also purchase their antique and art with long-term value in
mind. Millennials value the experience just as much as they value the product.

Purchasing products through antique stores allows millennials to upcycle their products
and offers them at a cheaper price. Lucky Attitude, refers to millennials as being
conscious capitalists, meaning millennials take into consideration health, social,
economic, environmental, and moral issues when purchasing products, where they buy
the products, and how they purchase them. They enjoy being social whether it is in
person at their house, around town, or even online. Purchasing through antique stores
brings conversation to millennials in their house, brings them around town to shop
locally, or can be done at online.

The second hand market was a booming industry from 2010-2013. Online catalogs
draw millennial users to their website from the comfort of their own home. As
technologically savvy as millennials are, an online resource is a must for anyone
considering them a target demographic.

Antiques and Using Social Media Effectively

Wayne Jordan, explained using social media as a third place, for marketing. A Third
Place is a social venue which is separate from Home and Work that fosters broader
communication between participants and builds a sense of belonging and community.
The marketplace has become overcrowded with competing advertising messages, she
says. Consumers have developed a resistance to traditional advertising, and sales
messages arent getting through. What consumers want, according to Coty, is to trust
the person they will be buying from. Trust implies a relationship; consumers want to buy
from people, not faceless corporations. Where corporations are involved in commercial
transactions, consumers want to deal face-to-face with someone they have built a
relationship with. Relationships are built one at a time, not mass produced.
Unique Vintiques has an opportunity to make these one-on-one connections in their
store and online if they use social media to their benefit.

Demographic and lifestyle characteristics

The typical shopper for an antique store is between 35-64-years-old. Many sources
state that these individuals have an average income over $50,000 per year, and enjoy
collecting antiques and memorabilia from their past as a hobby. More often than not
this demographic enjoys going to the store itself, rather than online shopping like our
other target audience- Millennials.

Millennials, are another target audience, typically between 18-30, who might shop at
antique stores. According to many sources, including Mindi Chahal of Marketing Week,
millennials many times shop at reused shops for reduced prices. The second-hand
market has been a booming industry since 2010. Online catalogs draw millennial users
to their website from the comfort of their own home. As technologically savvy as
millennials are, an online resource is a must for anyone considering them a target
demographic.

Product benefits and differentiating characteristics

What makes Unique Vintiques products different?

Fulfills need of decor, antiques, vintage pieces, mantiques, and furniture that are
unique compared to big box stores such as Amazon or Wal-Mart.
Many items are handmade or refurbished items, not just antique.
A big differentiating characteristic would be if Unique Vintiques hosted classes or
events to show how to refurbish furniture, how to paint, and also to knit or
crochet.
Close to NSU
Unique Vintiques goal is to make sure when you enter your store, you leave with
a new treasure, unlike other places that have clutter and no personal touch.
Geographic location

Unique Vintiques, is located in Cherokee County, near Northeastern State University,

Lake Tenkiller, and the Illinois River, along with many other historically cultural sites
nearby. Many people of all ages travel through this area, along with many millennials
living less than a mile away in the dorms at NSU. According to TravelOK.com,
Tahlequah has been named in the Top 100 Best Small Towns to visit, which brings in
many out of state travelers to this area.
According to Claritas segmentation website, over 23% of Tahlequahs demographic is
between 21-34-years-old. And over 25% of income is under $25,000 range, which can
be both a good and bad thing for Unique Vintiques. With millennials being so close to
the shop we can focus on how to get them into the store for decor and handmade items
that are affordable.

Claritas MyBestSegment website breaks up the Tahlequah area demographic into five
different categories:
The 29 White Picket Fences segment consists of households with a median
salary of $59,152 and 25-44 years of age
The 51 Campers and Camo segment consists of households with a median
salary of $25,304 and 35-54 years of age
The 60 Small-Town Collegiate segment consists of households with a median
salary of $22,271 and 25-44 years of age
The 65 Young & Rustic segment consists of households with a median salary of
$10,940 and <55 year of age
The Bedrock America segment consists of households with a median salary of
$9,999 and <55 years of age
 Pricing Strategies
All booths are different, and therefore make their own prices according to things sold.
We believe having vendor sales advertised on Facebook, rather than boosting on
Facebook will bring more local awareness.

Competitive Environment

Antique Stores competing for business in the area:

Name Address Phone Business Hours

Black Valley Trading 15362 Hwy 62 918-822-2221 Fri - Sun 9:00 a.m.-6:00 p.m.
Post Tahlequah, OK 74464

Briar Patch Market 14587 US 62 918-453-0403 Wed-Sat 10:00 a.m.-5:30 p.m.

Tahlequah, OK 74464 Sun noon-5:00 p.m.

Grapevine Consignment 306 S. Muskogee Ave 918-458-4700 Mon-Sat 10:00 a.m.-5:00 p.m.
Tahlequah, OK 74464

Neat Stuff 118 S. Muskogee Ave. 918-456-6238 Mon-Sat 11:00 a.m.-4:00 p.m.
Tahlequah, OK 74464

RubyJewel's Treasures 5231 S. Muskogee Ave. 707-292-5532 Th-Sat 11:00 a.m.-5:00p.m.

Tahlequah, OK 74464 Sun 1-5:00 p.m.

The Speckled Hen 5227 S. Muskogee Ave. 918-458-0032 Tue-Fri 10:00 a.m.-5:00 p.m.
Tahlequah, OK 74464 Sat 10:00 a.m.-6:00 p.m.
Sun 1-5:00 p.m.

Wishing Well Antiques 208 S. Muskogee Ave. Thu-Sat 10:00 a.m.-5:30 p.m.
Tahlequah, OK 74464

Buried Treasure 111 S. Lee Street 918-478-6119 Tue-Sat 9:00 a.m.-5:00 p.m.
Antiques Fort Gibson, OK 74434
 Granny's Porch 117 S. Lee Street 918-478-6380 Tue-Sat 10:00-5:00
Fort Gibson, OK, 74434

Old Fort Antiques 100 S. Lee Street 918-478-6114 Mon-Sat 9:00-5:00

Fort Gibson, OK 74434

Times of operation:
Only two stores in Tahlequah are open on Mondays, Grapevine Consignment
and Neat Stuff.
All stores in Tahlequah close at 5 p.m. or 5:30 p.m. except for Neat Stuff which
closes at 4 p.m. and Black Valley Trading Post which closes at 6 p.m.
Location:
Unique Vintiques, Wishing Well Antiques, and Neat Stuff are all within a mile
radius of Northeastern State University.
There are eight shops in Tahlequah and four in Fort Gibson that sell the same
category of products.

Advertising Analysis
Taking the market analysis into consideration, we have identified an advertising strategy
and set a budget for the advertising costs.

Fundamental advertising strategy

Product Awareness Goal:

Our goal is to help Unique Vintiques increase their brands awareness and to increase
foot traffic into the store. We will be direct most of our advertising plan on holidays and
events that can potentially bring more clientele into the store.
During prominent holidays and events including:
Red Fern Festival
Mothers Day
Christmas
Welcome Week
Valentines Day
National Antique Day
Seasonal vendor sales

Target Audience(s) Advertising Weight:

More Millennials, especially focusing on NSU.
Typical antique crowd aged over 35 who might not know about Unique Vintiques.
 Budget
Allocation to Marketing Communication Mix:
Magnets to pass out at the store and during Welcome Week at NSU
How to Video for Facebook
Allocation by Media Category:
Social media advertisements
Seasonal prints
Advertisements in newspapers
Radio advertisements
Aluminum sign for south side of building

Future options include:

Mural for south side of building
Billboard off highway

Allocation by Marketing Vehicle:

Social media:
o Facebook advertisements we would do it seven days out from each
major holiday, event, or promotion listed above.
o Make a Business Instagram: Advertisements run on Instagram as
well if you make a business Instagram
Seasonal prints
o Seasonal bookmarks printed every three months $47.50 for 250 printed
Advertisements in newspaper:
TNE: 4x6 advertisement $400 per semester
Radio:
Lakes Country 102.1 offers a Shop Local Campaign that would air 40 15
second advertisements a month and announce the names of businesses
that sign up for the Shop Local Campaign once an hour for $169 a month.
Tour Tahlequah
Once every two years. Approx. $600
A large outdoor aluminum sign for south side of building
TheSignChef.com is a company based in South Carolina that can get us a
4 ft. x 14 ft. aluminum sign with the installation kit for $1,271.57 with free
shipping.

Media Strategy
We have created potential ads for Unique Vintiques to use and an events calendar
detailing when to start advertising. The justifications for our suggestions will also be
included.
Match media

College Crowd

o The Northeastern newspaper advertisement running every semester

o Facebook advertisements for Welcome Week, Christmas, Red Fern
Festival, and Mothers Day, vendor sales (6), and Valentines day
Typical Antique Shopper
o Bookmarks changed seasonally, through Copy Zone or Vista Print. Pass
out at Unique Vintiques, Red Fern Festival, other nearby stores who may
trade their fliers and pass out
o Advertisements in Tahlequah Daily Press to run throughout the year
Media Vehicles that match both Target Audiences
o Banner for south side of building, seen when driving past
o Magnets ordered through Vista Print, passed out at Unique Vintiques
o Radio commercials on Lakes Country 102.1
Future Options:
These are options for the future we believe will be beneficial to
building your brand name. Due to higher expense, we feel this
would be more beneficial in the future:
o A painted mural on the south side of the building, painted by an NSU
faculty person. Above the painted mural, we would have a vinyl banner
with information pertaining to what Unique Vintiques offers so our
audience can see when they are driving past.
o A Hendricks billboard across from Cherokee Nation off of highway 62.

Creative and Communication considerations

Product Demonstration
o A time-lapse video of a cross being sanded down and restored by one of
the vendors at Unique Vintiques. Video will air on Facebook, much like
the Tasty Videos, with a step-by-step process to make your own, or come
in the store to buy your own.
Seasonal requirements
o Change bookmark design every three months to match with the season
o Facebook Ads for Mothers Day, Valentines Day, National Cherish an
Antique Day on April 9th, Christmas, and Red Fern
o Facebook ads for vendor sales (6 times)
o Shop local campaign on 102.1 Lakes Country during June-July, and
December
Message and Theme considerations
o The bookmarks theme will change seasonally. The bookmarks between
March and May will be Spring-themed, June through August will be
Summer-themed, September through November will be Fall-themed, and
December through February will be Winter-themed.
 o Banners, magnets, and bookmarks with all have a recurring color with
Unique Vintiques pantone and a clear message, Find Your Treasure,
drawing our audience into the store.
Media compatibility with message themes and competitive considerations
o The bookmarks will be compatible with the message, as the theme of the
card will match the corresponding season it is in, and can be distributed
through her store and competing stores.
o Facebook advertisements will run according to holidays and special
events, where competing stores may not be as savvy online to reach the
millennial crowd

Media Scheduling

Print insertion dates and production requirements

o The bookmarks should be ordered at least a week before the new ones
are put into circulation
o Shipping takes about seven business days for Vista Print
o Consider passing out magnets during Welcome Week so the college
crowd will have your brand in their dorms. Order when you order summer
bookmarks
Broadcast allocation and availabilities
o Lakes Country 102.1 runs a different campaign every quarter, a Shop
Local campaign, and an advertising special for the week leading up to the
Red Fern Festival
Budget allocation for each medium (magazine) and media vehicle (sports
illustrated)
o Radio ads will cost a total of $706 for the year.
The ads will be aired on Lakes Country 102.1.
o Print ads will cost a total of $471.35 for the year.
o Internet ads will cost a total of $1,185 for the year.
The Northeastern will display a 4x6 ad on their website for $400 per
semester
Facebook Advertisements around holidays and other events, such
as the Red Fern Festival, Welcome Week, Christmas, National
Cherish an Antique Day, Valentines Day, and vendor sales (6). For
$35 the Facebook ad will last for seven days and reach 15,000-
35,000 daily
Total budget for advertising is $3,953.57 with Vista Print option instead of Copy
Zone, aluminum sign instead of banner for south side and without mural or
billboard for a year.

Total budget for advertising is $2,576 with Vista Print option instead of Copy
Zone, banner instead of aluminum sign for south side and without mural or
billboard for a year.

If you go with Copy Zone instead of Vista Print for bookmarks it is a $92.28
difference.
 Project Run Duration Price Total Price Media Contact
Per Year

The Northeastern Per Semester $400 $800 The Northeastern

Northeasternadstaff@gmail.com
918-444-2890

Aluminum sign One time buy $1271.57 $1271.57 Sign Chef

for south side of Ships free from NC
building 1-800-899-6272
or order online

Printed Seasonal Vista Print: Vista Print: Vista Print: order online
bookmarks Four times per year $47.50 $190 1-866-614-8002
Copy Zone: Copy Zone: Copy Zone: Corbin Brown
$70.57 $282.28 offices.nsuok.edu/copyzone
copyzone@nsuok.edu
918-444-2599

Swag (Magnets) Depending on need $55.00 $55-$200 Vista Print: order online
(for 200) or 1-866-614-8002
$200
(for 1,000)

Radio Ads Seasonal $169/month $507 Lakes Country 102.1 and

(Shop Local) (Summer & Christmas) for three Billy Country 98.3
months Faith Zappa: 918-456-2511
faith@lakescountry1021.com

Banner on One time buy $94 $94 Vista Print: order online
Building 1-866-614-8002

Facebook Ad 11 times per year, $35, $5 per $385 Facebook: Business Ad

One days at a time day Manager

Tour Tahlequah One time buy- lasts Approx.: Approx.: $600 Tour Tahlequah:
Ad for two years $600 tourtahlequahok@gmail.com
Future options:

Project Run Price Total Price Media Contact

Duration Per Year

Lance Hunter
Painted Mural One time $3,000 $3,000 http://nsuart.com/
buy http://lancehunter.com/

918-444-2704

$450/month Hendricks
Billboard One year $6,150 Jim Dennis
$750 start up
918-850-4576

CPM estimates (by total audience, prime prospects, etc.)

The Northeastern Online Advertisement:

Large Rectangle cost per semester $400

CMP (cost per 1,000 impressions) $2.38

Actual Impression Count in eight months 167,749

Square cost per semester $300

CMP (cost per 1,000 impressions) $3.02

Actual Impression Count in eight months 99,321

Seasonal Bookmarks:

Vista Print per 250 $47.50

CPM (cost per 1,000 impressions) $0.19

Impression Count 250

Copy Zone $70.55

CPM (cost per 1,000 impressions) $0.28

Impression Count 249

Magnets

Vista Print per 200 $55

CPM (cost per 1,000 impressions) $0.27

Impression count 200

Vista Print per 1,000 $200

CPM (cost per 1,000 impressions) $0.20

Impression count 1,000

Facebook Ad

Facebook Ad, one week $35

CPM (cost per 1,000 impressions) $1.14 = average

Impression count 15,000 - 35,000 (daily) =

average 25,000
Tour Tahlequah

Tour Tahlequah ad, lasts two years Approx.: $600

3 3/8 Width
2 Height

CPM (cost per 1,000 impressions) $15

Impression count 40,000

Justification and Summary

Our plan is to increase brand awareness for Unique Vintiques within the
Tahlequah community.
Investing in online advertisements, such as Facebook advertising and on
The Northeastern, will increase brand recognition and improve social
media presence. We recommend switching to the 4x6 ad in order to
attract more views.
Handing out magnets and bookmarks with the Unique Vintiques brand on
them will also increase brand recognition.
The banner on the south side of the building should increase foot traffic
and brand awareness. The banner will be large enough for potential
customers to see as they drive by or stop at the traffic stop outside of the
store.
Advertising with Tour Tahlequah will reach audiences that are visiting
Tahlequah.
We suggest running radio ads three months out of the year. Radio
advertisements during December and the summer months has a greater
chance of reaching out of town audiences.
A mural on the south side of the building would attract customers.
In order to measure the effectiveness of the advertising plan it is suggested that
Unique Vintiques sets a system in place to track how much foot traffic is recorded
per day or keep logs of the daily sales.