2. Table of contents
Executive Summary
Company Review
Product Review
SWOT Analysis
Objectives
Target Audience
Creative Executions
Media Mix
Social Media
Sales Promotion
Direct Marketing
Radio Spot
Budget Recap
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4
5
6
7
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10
11-12
13
14
15
16
3. Executive Summary
Mojo Books and Records is a small local business located just minutes away from
USF. They offer a wide variety of used books, records, CDs and DVDs as well as a coffee bar
stocked with vegan-friendly snacks. But what we think is really special about this business
is the retro and relaxed atmosphere Mojo possesses. It can be easy to get caught up in the
stress and the noise of campus. Mojo is an escape that too few people know about, and
that’s where we come in. With our campaign, we hope to increase the overall awareness of
Mojo Books and Records among our target demographic as well as increase our number of
likes and followers on social media by 15% and increase the store’s sales by 10%.
Our target demographic is USF students, ages 18-24. They are creative-minded, slight-
ly introverted, old souls who enjoy a vintage esthetic and DIY projects. They seek a quieter,
slower-paced environment and don’t mind that “used book smell”. We will gain the attention
of our target demographic and call them to action with a mix of media, social and print execu-
tions and tactics.
We started our creative executions by designing a new logo for Mojo. Next, we creat-
ed a retro style poster to display around campus. We wrote an ad for radio which will air on
mix and classic rock stations in the area. We also plan to advertise on Bulls Radio which is
as simple as being mentioned by a DJ on their show. Our social strategy will be fulfilled on
campus as well as in store. Mojo will attend Bulls Market every Wednesday for the first month
of each new semester. Buttons with different designs and the new logo will be available to
students passing by for the low price of liking a social media page. There will also be monthly
contests on social media to encourage communication between Mojo and their new followers.
Lastly, we designed some coupons to be distributed in coupon books on campus, the Oracle,
and other publications.
4. company review
Mojo Books and Records is a local small business located on Fowler Ave-
nue in the shopping center with Pizza Hut and Chipotle. Co-owners Melanie and
Dan started the business in 2007 selling their collections of old books and records
online. In 2008, the duo decided, at the suggestion of a friend, to open a store. In a
time when all other small businesses were closing their doors, Mojo was just open-
ing theirs. Their collection of books and records expanded quickly and in 2011 their
inventory was so big that they moved to a new, bigger space.
With a little more room, Melanie decided to add something she’d always
dreamed of having: a coffee bar. All coffee is locally sourced and made of “ingredi-
ents with integrity” (no preservatives or additives and all natural ingredients). The
store also uses this extra space to provide a small venue for local bands to perform.
They recently released a new website, mojotampa.com. Overall, the store has great
potential to be a great place to hangout, have club meetings and do homework. We
just need to get the word out.
5. product review
Mojo offers a wide variety of
products and services. The store sells
new and used vinyl records, books,
CDs and DVDs. They also have a buy-
back and trade-in service for cash or
store credit. There is a coffee bar that
offers all natural and vegan friendly
ingredients. Lastly, the location can
serve as a small venue for local and
touring bands to perform impromptu
shows.
We are going to put most of
our focus on the vintage feel of Mojo
and how all of the physical products
are gently used and discounted. They
don’t have much advertising activi-
ty outside of the small social media
presence. Most students at USF have
yet to hear about Mojo Books and
Records.
6. SWOT Analysis
Strengths
• Close proximity: Mojo Books and Records is located 5 minutes away from campus (including
traffic). Students can easily walk there or even take the Bull Runner
• Wide selection of books and records: Since they have a buyback and trade service, Mojo is
always getting new material every day
• Affordable: The books and records are gently used, so the prices are always cheaper then
buying a brand new book
Weaknesses
• Outdated logo: The logo has been the same for many years now, and it’s a little creepy. They
currently have it on shirts and stickers
• Minimal advertising: Mojo Books and Records currently advertises by word of mouth and a
little social media
• Minimal exposure at USF: Not many USF students know about Mojo Books and Records
even though it is less then 5 minutes away. They have the potential to gain a lot more
customers
Opportunities
• Redesigning logo: By creating a new logo, Mojo Books and Records can start fresh, without
actually starting all over again
• Radio spots and flyers: Both these will help spread the word about what Mojo Books and
Records is all about
Threat
• Barnes and Nobles: This store has been one of the largest books stores in the U.S for a
while.
• Amazon: People can easily buy book, both electronically and paperback books through
Amazon. If someone has Amazon Prime, the book can be delivers in 2 days
• Electronic books: Electronic books are cheaper then the physical books, which make these
very popular
• Urban Outfitters: Urban has recently started selling modern records by artist such as Mum
ford and Sons, and Lana Del Rey
7. Objectives
Objective:
The objective of this campaign is to increase awareness of Mojo Books and Records to
college students while engaging current customers who have been to Mojo before
Focus on the benefits:
The vintage atmosphere, low prices for books and records
Benefit support:
Customers can disconnect from today’s busy world and relax at Mojo, while enjoying
affordable books and records.
Sales objectives:
Our goal is to raise the sales of books and records by 10-15%.
8. target audience
Our target audience is USF students with old souls between the ages of 18-24. We
have created a target sketch couple named John and Jane. They are both USF students.
Jane is an art major and John is majoring in graphic design. They are introverts who enjoy
small low-key gatherings with friends. In their free time they enjoy going to farmer’s markets
and attending concerts. They enjoy reading physical books and enjoy the musty smell of a
bookstore. Their apartment is decorated with rustic, refurbished furniture and they enjoy
DIY projects.
While most students are strapped for cash, our target audience understands the val-
ue of a good used book. They probably don’t drive the newest car or buy brand-new clothes,
but they will splurge on an affordable record or book from time to time.
With Mojo located only five minutes or 1.6 miles away, our hope is that after a long day of
classes, our target audience would head to Mojo for a nice cup of coffee and enjoy the vin-
tage atmosphere with a good book.
10. Media mix
Our media mix will include radio ads, coupon ads, direct marketing via bulls
market as well as the use of social media. We believe that radio and coupon ads are two
great cost effective local advertisement options that will capture the awareness of our
target audience. We intend on establishing a personal connection with bulls radio and
the campus special coupon book in order to run the one year advertisement campaign.
Our one year advertisement campaign also includes the option of directly mar-
keting to our target market by setting up a booth at bulls market during the first month
of both, fall and spring, semesters. Potential customers will have the opportunity to
gather information about Mojo Books and Records through flyers and buttons as well as
have the chance to purchase some products. Our continuity pattern will be flighting, with
having all forms of advertisement spike only certain times during the beginning of the
fall and spring semesters (August/September and January).
11. social media
Mojo Books and Records have already established their own social media platforms there-
fore we intend to bring more traffic to the sites by promoting events and monthly drawings
for the store.
• Facebook, Instagram and Twitter will all be updated with information, promotions
and events.
• Hashtags #MOJOTAMPA and #MOJOBOOKSANDRECORDS will be used and shared
to bring awareness of the store.
• We will hold a monthly drawing where customers can share a photo of themselves
at Mojo on Instagram, using the hashtag #MOJOTAMPA, to enter in for the chance
of winning a $5 off discount on their next purchase.
12. social media
A contest will be done monthly through social media to create buzz about Mojo.
Customers will be encouraged to post pictures on their Instagram while they are in the
store with a specific hashtag, and the best picture will win a $5 credit to use in the store.
Each month’s contest will have a different theme. The first contest, for example, will
have records as a theme, which means all pictures will have to do with the records sold
in Mojo and that month’s hashtag would be #MojoRecords. This way, consumers will
become a third-party endorsement for Mojo, which creates credibility, all while showing
the different products Mojo offers and having the possibility of winning something. It not
only creates excitement among current customers but also creates buzz among possible
consumers.
#mojoRecords#
13. sales promotion
For our sales promotion, we would like to use several different techniques to better en-
hance sales all while promoting Mojo Books and Records as a whole.
• A “buy one get one half off of equal or lesser value” coupon will be available in
local coupon books such as the campus special.
• A 15% off discount will be offered to customers with a USF I.D. on Wednesdays.
• We will offer customer reward punch cards, where after 10 purchases customers
may receive a free coffee from the café portion of the store.
• We will offer a 40% in store credit for used book and record donations.
Coupons - A very important characteristic of out target audience is that college students are usual-
ly on a low budget. This is why we believe it would be a good idea to include coupons in the coupon
book USF gives free to all students at the beginning of each semester. Coupons would drive stu-
dents to Mojo where they can find records and book for very low prices.
14. direct marketing
We believe Bullsmarket is a great way to reach our target audience, college
students, and show them and get them excited about something that is so close to their
reach without their awareness. In Bullsmarket, fliers will be given to students with infor-
mation about what Mojo offers and its location. To promote Mojo’s social media pres-
ence, buttons with the Mojo logo will be given out to students who like the Facebook or
Twitter page. On the other hand, Bullsmarket can be used, not only to create awareness
but also to sell products. Mojo can take samples of what they sale, a small variety of
records and books, to show students what they offer and even sell them. As Mojo offers
low prices there is a high chance students carry enough money to buy some products.
Bullsmartket will be done the four weeks of the first months of each semester,
August and January, because it is when Bullsmarket is at its highest attendance, and
this way we can create awareness among newcomers. For the rest of the academic year,
Mojo will attend Bullsmarket once a month. This way repetition is created and there is a
higher chance students not only become aware of Mojo, but also become able to recall
and know what Mojo is about.
15. radio spot
(loud chatter, coffee machines whirring, yelling)
(record scratching)
(a quiet, soothing song plays as light chatter and the
clinking of glassware is heard)
“That’s the sound of Mojo Books and Records. Simply
different.
A short 30 second radio spot showcasing Mojo’s vintage and chill atmosphere
will be created and broadcasted through a popular Tampa radio station that focuses on
playing old music, such as Hits 106. This advertisement would reach the right audi-
ence, people who enjoy old, vintage music. The radio spot would air two times a week
for two weeks at the beginning of each semester and the beginning of summer.
Bullsradio, the university’s radio station is also a good place to advertise, how-
ever, because they don’t have traditional advertising, the best option would be to get a
DJ to mention Mojo. This would not only reach the right target audience, college stu-
dents, but would also give credibility to the campaign as the endorsement would come
from a credible music source, a DJ.
