Shannon Sloan Jennifer Johnson Michaela Williams Marissa Kosiec Chelsea Osborn Christopher Mejia Najja Pemberton

Introduction/ Situational Analysis Product/Service: Shower and tub enclosures, specialty installations like windscreens, glass balconies, and stairs. Current users: Homeowners, contractors, and decorators. Seasonality: Before or during hurricane season. Geography: Tampa Bay and surrounding local area. Purchase Cycle: During a thriving economy. Direct Competitors: Fowler Glass and Glass Doctor. National Competitors: Department stores such as Home Depot, Lowes, ACE Hardware.

Key Objectives To raise awareness of Borter Glass by 40 percent to Tampa Bay homeowners in less than a year. To increase positive attitudes of consumers towards professionally installed glass by 20 percent in less than a year. To increase sales by 10 percent within a 12 month period amongst Tampa Bay homeowners.

Target Audience Homeowners 25-45 Male & Female Race: All Middle - Upper Class

Kyle & Tiffany This is Borter Glass’s ideal customer, Kyle and Tiffany Jones. Kyle and Tiffany are in their mid-30s and have a middle class income. Together they have two adolescent kids, Bobby and Susie, and live in a suburban neighborhood in west Florida. They have had their home for a few years now and are finally financially capable to renovate their home to fit their lifestyle. They have a regular 9-5 office job and their kids attend school. After work and school the parents are busy taking the kids to their after-school activities, Bobby plays baseball and Susie is in cheerleading, and they run other errands like picking up the dry cleaning and grocery shopping. When they finally get home they take care of the children and other household chores. No matter how busy they are though, they always manage to spend some family time together before they sleep for the night. On the weekends is when they spend most of their quality time and this is a time they truly treasure. Outside of their kids, Kyle and Tiffany are very sociable people. When they get the chance, they like go out with friends or host dinners and parties. They’re into art and music and like to do outdoor activities. They also like working on home improvement projects, but with their busy lives do not always have time start projects. This is where Borter Glass comes in. (talk about strategy)

Key Benefit The key benefit for choosing Borter Glass over glass competitors is that the consumer will receive quality products, with stress free installation from a professional and friendly staff. This allows our customers to enjoy the important things in life--like creating memories with friends and family.

Strategy Our strategy will be: To increase advertising in print and radio. To increase online presence through social media and website re-design. To offer incentives through promotional materials. To gain brand awareness through other IMC tactics.

Tactic #1: Radio Ad Inexpensive Reaches mobile market Immediacy Scheduling and creative flexibility Target audience: Top 40 radio station 25- 34 2 approaches for ads: - Testimonial - Male Voiceover Play recorded ad!

Tactic #2: Print Ad Portable Time independent Good picture quality Strong local emphasis Cataloging value Can deliver coupons Website: http://clo328.wix.com/borterglass#!home/mainPage

Integrated marketing communitions

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