The document provides a situational analysis and advertising campaign plan for The Buckboard, a western store. It analyzes the store's strengths and weaknesses, identifies the target audience as people involved in horse shows, and develops a campaign centered around the theme "For the True" to increase revenue from this audience. The campaign utilizes outdoor boards, magazine placements, radio, TV, newspaper and direct mail. The $800,000 budget is allocated across these various media. The creative concepts include a new logo, advertisements portraying western products in color against a black and white backdrop, and slogans emphasizing quality products.

1. Ellipses Advertising
The Buckboard

2. Situational Analysis

3. Background
❖ Full service western store
❖ Clothing - Accessories - Tack - Household Items - Jewelry
❖ High quality products
❖ Involved with local community
❖ Charities & Associations

4. Situation Analysis
❖ Advertising Problem ❖ Advertising Opportunities
❖ Increase revenue ❖ Targeting horse shows
❖ During horse shows ❖ Oklahoma host more
and more horse shows
❖ Encourage audience to
visit The Buckboard

5. Research Analysis

6. Primary Research
❖ Conducted interview with general manager of similar western
store located in Oklahoma City
❖ Via telephone on April 23rd, 2008
❖ Interview played a large role in forming our campaign & theme
❖ Do you notice an increase in revenue & store activity when a horse show is
in-town?
❖ What makes a member of the horse show community stand out as a customer?
❖ What are other characteristics you see often in members of the horse show
community?

7. Secondary Research
❖ Analyzed the history of horse shows
❖ Accounted for all the 2008 horse shows in Oklahoma
❖ Looked at the projected horse show and events for 2009
❖ Explained structure, ruling & basic principles of horse shows
❖ Looked at road maps of routes traveled by target audience
❖ 142 Horse shows and events in Oklahoma in 2008

8. Target Audience

9. Primary Selection
❖ Men & women who are actively involved in horse shows or
similar events
❖ Can be directly or indirectly involved
❖ Have significant expendable income
❖ Enjoy the lifestyle of traveling & participating in horse
shows or similar events
❖ Subscribe to several horse related magazines & journals
❖ Dedicated & follow through with everything they do

10. Primary Selection
Continued
❖ Lived most of their life outdoors, working hard, laborious
jobs and have expendable income to participate in horse
shows & other things they enjoy
❖ Despite the expendable income, most members of the
target audience still hold jobs related to horse shows, cattle
ranching and farming
❖ Expect quality products and services
❖ Treat people with respect and loyalty and expect the same
in return

11. Primary Profile
❖ Men & women who are actively involved in horse shows
❖ Expendable income
❖ Enjoy the lifestyle of traveling and participating in horse
shows
❖ Subscribe to several horse related magazines & journals
❖ Most have lived their lives outdoors working laborious jobs
& have expendable income
❖ Most members still hold jobs related to horse, cattle
ranching or farming

12. Secondary Profile
❖ Local farmer & horse show participants
❖ Urban cowboys & City slickers
❖ People who like to incorporate one or two pieces of western
wear in their wardrobe
❖ Men & women seeking an All-American business
❖ With strong sense of patriotism

13. SWOT Analysis

14. SWOT Analysis
❖ Strengths ❖ Weaknesses
❖ Founded in 1934 ❖ 6 Oklahoma locations
❖ Wide variety of western ❖ 4 in smaller towns
wear
❖ Off-seasons sales
❖ Exclusive Rights
❖ Bricktown opening

15. SWOT Analysis
❖ Opportunity ❖ Threats
❖ Targeting horse shows ❖ Similar western stores
❖ Untapped Market ❖ Lanston’s
❖ Income potential ❖ Tener’s
❖ Shepler’s

16. Competitive Analysis

17. Competitive Analysis
❖ Principle Competition:
❖ Tener’s
❖ Langston’s
❖ Shepler’s

18. Competitive Product
Advantage
❖ This campaign will reposition The Buckboard in the
minds of our new target audience as the premier western
store not just in Oklahoma but in the nation as well. By
pushing this campaign using outdoor boards and national
magazine placement, we will reach our specified
audience and direct them to action.
❖ Our target audience perceives the competition simply as
western clothiers. These stores do not have the exclusive
premier western items The Buckboard carries, nor do
they specialize in all western needs.

19. Competitive Product
Advantage Continued
❖ Our secondary target audience will also experience a
repositioning of The Buckboard as well. They will begin to
view The Buckboard as the only place to shop locally for
‘All the things they need’.

20. Media Strategy

21. Advertising Objectives
❖ To reach a primarily untapped target audience, the entire horse
show community
❖ To increase The Buckboard’s revenue and maximize their income
earning potential

22. Advertising Objectives
Continued
❖ To reach audience with clear, precise and consistent
advertisement campaign
❖ Achieve brand recognition with target audience by ability to:
❖ Recognize our logo
❖ Describe at least one of our products
❖ Associate “quality products” with The buckboard

23. Creative Concept

24. Logo Selection
❖ We designed a simple, authentic, easily recognizable logo with the intention of the
logo being placed not only on shopping bags but on merchandise and other products
as well.
❖ We modeled the new logo after the stamp of a branding iron. The new logo is
polished and refined.
❖ Logo placement on the advertisements as well as actual use and incorporation of the
logo on products in the ad will quickly cement brand recognition.
❖ The new logo will quickly become synonymous with The Buckboard’s name.

25. Theme Selction
❖ ‘For the True’. We created a theme and slogan with the aim of representing
everything The Buckboard stands for. The Buckboard has been prominent in the
community since 1934 and has survived many a hard times. Throughout the years,
The Buckboard has maintained a classy and sophisticated presence and it was
extremely important to incorporate this into the campaign. Members of the target
audience respect genuine products and services, which are reliable and authentic.
Horse show participants view their lifestyles and dedication and true and important
and expect merchandise and services, which are catered ‘For the True’.

26. The Look
❖ We chose to spotlight The Buckboard’s products in the advertisements by using the
contrast of color over a black and white background. In the various ads, we
highlighted many different aspects of the horse show world by adding color to
different products and contrasting the color with a black and white background.
The color pops off of the page and the advertisements as a whole appear classy and
elegant. The result is a surprising, eye-catching and sophisticated presentation of
everything The Buckboard has to offer its customers.

27. Media Plan

28. Outdoor Board
❖ The first major component of the campaign push:
❖ Outdoor boards will be placed along major roads throughout Oklahoma and not
excluding surrounding states; Missouri, Kansas, Arkansas, Texas, Colorado and
New Mexico. See highlighted roads below.
❖ Benches will also be purchase throughout the Oklahoma City metro area, with
emphasis on the area near the fairgrounds and stockyards.

29. Magazine
❖ The second major ❖ Veterinary Journal
component of the ❖ Practical Horseman Magazine
campaign push:
❖ Bridle and Bit
❖ Placing advertisements in nationa
horse-related magazines and ❖ Conquistador
journals. Including and not
exclusive to: ❖ Eques
❖ Horse Illustrated ❖ Gaited Horse
❖ Horse and Rider ❖ Farm and Ranch Living
❖ Dressage Today Magazine ❖ EquusHorse

30. Newspaper
❖ Supplemental component of campaign:
❖ Will utilize The Oklahoman with placements on Sunday mornings.
Advertisements will be placed every Sunday morning throughout the year to
reach members of the primary target audience who are in town for a horse
event. It will also reach our secondary target audience many of whom
subscribe to The Oklahoman.
❖ Research has shown members of our primary as well as secondary audience read
the newspaper whenever they have access to it.

31. Radio
❖ Supplement component of the campaign:
❖ Will utilize the two most listened to country and western stations to
strategically place our 30 second radio spot to reach members of our primary
and secondary target audiences.
❖ 101.9 Twister and 96.1 KXY are the most listened to radio stations by
members of our target audience when they are in the Oklahoma City metro
area.

32. Television
❖ Supplemental component of the campaign:
❖ Will utilize News Channel 4 (NBC) to target members of our target
audience when they are in the Oklahoma City metro area
❖ Most watched local News channel and NBC affiliate
❖ 30 second television commercial will be placed strategically throughout the
weekday and on weekends to reach our primary and secondary audiences

33. Direct Mail/Misc.
❖ Supplemental component of the campaign:
❖ Direct mailers will be mailed to all previous shoppers as well as members of
our mailing list and catalog service log
❖ Fliers will be strategically placed around the city as well as in the venue
hosting the horse show or similar event

34. Budget

35. Budget
$800,000
❖ Catalog
❖ Billboards
❖ Radio
❖ Twister
❖ KXY
❖ TV
❖ Newspaper

36. Bi-annual Catalog
$25,000 x 2 = $50,000
❖ October for the holiday season
❖ February for the new Spring collection

37. Billboards
$52,000 x 9= $468,000
❖ Permanent boards for 9 months at $52,000 each
❖ Posted along all major highways in Oklahoma

38. Radio - 101.9 Twister
$315 x 12 = $3,780
AM Drive = $150
6 AM - 7 PM Mon.-Fri. = $90
10 AM - 7 PM Saturday = $75
❖ The Twister is the most popular country & western
station in Oklahoma city.
❖ Majority of listeners are female
❖ Target audience tunes in when in Oklahoma City

39. Radio - 96.1 KXY
$305 x 12 = $3,660
AM Drive = $100
6 AM - 7 PM Mon.-Fri. = $70
7 PM - Mid = $60
10 AM - 7 PM Saturday = $75
❖ KXY second most listened to country & western radio station
❖ Majority of listeners are male
❖ Target audience tunes in when in Oklahoma City

40. TV - Channel 4
$2,325 x 12 = $27,900 + $3,975 =$31,875
5 AM News = $100
6 PM News = $525
5:30 AM News = $200
Late Night News Mon.- Fri.
6 AM News = $375
NBC Today Mon.-Fri.
• $1,325 x 3
Tonight Show Mon.-Fri.
• 7 AM - 9 AM = $375 •10:35 PM - 11:35 PM = $375
5 PM News = $375
❖ Most watch local news station in Oklahoma City
❖ This local station supports local cattle shows

41. Newspaper - The Oklahoman
$144.46 x 6 x 52 = $45,071.52
❖ The Oklahoman
❖ Most read paper in Oklahoma

42. Advertisements

43. The Buckboard “Cowboy Talk” :30 Radio
SFX:
SOUNDS OF A BULL RIDING ARENA
COWBOY:
quot;Whoa, you're Justin McBride, 2007 Professional Bull Riders Championquot;
MCBRIDE:
quot;Haha, Yeah I guess soquot;
COWBOY:
quot;How do you do stay on so long and keep going?quot;
MCBRIDE:
quot;Well its practice, practice, practice and making sure you have good equipment that holds up.quot;
COWBOY:
quot;Where do you go for all the things you need?quot;
MCBRIDE:
quot;I just hit up The Buckboard, they'll take care of you there.quot;
SFX:
BACGROUND MUSIC PLAYS SOFTLY
ANNCR:
quot;At The Buckboard we've got western clothes, hats, boots, jewelry, tack and even household
items. Come visit us at The Buckboard for all the things you need at I40-Meridian, OKC
Stockyards or one of our many locations around the state.

44. The Buckboard “Moment of Truth” :30 TV
LS BULL/HORSE RIDER ABOUT TO BE RELEASED SFX: SOUND OF BULL RIDING
OUT OF THE GATE IN TO THE ARENA ARENA AND CROWD CHEERING
SFX: GATE COUNTDOWN TIMER
AND HEAVY BREATHING BOTH
RIDER AND BULL/HORSE
LS PREVIOUS SHOT FADES TO THE RIDER AND SFX: BULLS FEET HITTING THE
BULL/HORSE IN SLOW MOTION BEING BUCKED GROUND WITH EACH JUMP AND
AROUND AND THE COLOR OF EVERYTHING THAT LANDING
CAN’T BE FOUND AT THE BUCKBOARD FADES OUT
LS AS THE COLOR FADES OUT AND THE RIDER
AND BULL/HORSE ARE IN SLOW MOTION TEXT
DISPLAYS WITH LINES ATTACHED TO THE
VARIOUS ITEMS IN THE SHOT THAT CAN BE
FOUND AT THE BUCKBOARD (COLORED ITEMS),
LISTING NAMES AND BRANDS
LS NEXT SHOT THE COLOR STAYS FADED AND
SHOT IS NOW IN FULL MOTION AND THE RIDER
SUCCESSFULLY COMPLETES HIS FULL 8 SECONDS
CUT TO TITLE (WHITE ON BLACK): “ALL THE ANNCR: “ALL THE THINGS YOU
THINGS YOU NEED. FOR THE TRUE” FADE IN: NEED. FOR THE TRUE”
BUCKBOARD LOGO, “THE BUCKBOARD” (LIST OF
LOCATIONS AT THE BOTTOM OF THE SCREEN)

45. Outdoor

46. Direct Mail

47. Flier

48. Magazine

49. Newspaper

50. Questions?