Vinos Picasso Plansbook

ADV 3008 CRN 81325

Presented By: Jacqueline Dauck, Payton Mitchell,

Eddy Obrenski, & Amber Sanicky,

Table of Contents
Executive Summary......... 1
Situation Analysis
Industry Information ....... 2
Client Background ... 5
Problem ..... 7
Target Market .... 9
Competition .... 11
Objectives ... 16
Strategies
Creative. 17
Media.... 18
Tactics
Outdoor Advertising...... 20
Print. 21
Social Media.. 22
Direct Marketing. 23
Internet Radio.. 24
Community Events... 25
Budget ... 26
Control & Implementation ..... 28
Conclusion ... 29
Bibliography ... 30
Appendix...... 36

Executive Summary
Vinos Picasso is a locally owned premier paint studio, wine bar, and art gallery. They currently struggle with brand
identification and having an online presence. This is an up and coming industry and although Vinos Picasso is succeeding, their
target markets do not instantly tie their name to a sip and paint business.
We have chosen to target females in the age range of 21-65 years. We have divided the target into two sub categories 1)
Females with established careers and finances in the upper middle class with ages ranging from 35-65, living in Fort Myers and
Naples, 2) Female undergraduates at Florida Gulf Coast University aged 21-24 years, specifically those who are affiliated with
Greek Life. The target market of Vinos Picasso has psychographics that consist of enjoying being social, like to drink wine, have an
artsy side, looking for new ways to bond with friends and like to try new things.
There are several measurable goals for this campaign. We have set two specific objects to focus on and for the company to
meet: 1) Increase brand awareness of Vinos Picasso in female aged 21-65 from 45 percent to 60 percent by the end of November
2015. 2) Increase the strength of social media presence by increasing Facebook Likes by 1,000 and increase Instagram followers
by 100 through an integrated advertising campaign by the end of November 2015.
The tagline of the campaign is Vinos Picasso is not about fine art but, FUN art! Come paint, pour, and play! reflects that
Vinos Picasso no painting experience is needed and it is a fun place to visit. It also touches on the fact that participants can drink
during the painting classes. This campaign features Vinos Picassos current logo with bright vibrant colors. This represents the fun,
upbeat feel of the company.
The campaign uses several strategic elements to ensure a successful advertising campaign through the use of outdoor
advertising, print, social media, direct marketing, internet radio, and community events. Our tactics will place advertisement and
increase brand awareness through billboards, road flags, Gulf Coasting The News Press, Facebook, Instagram, Valpak, Pandora,
and local art festival events. The majority of our budget is allocated to billboards, Pandora, and Valpak coupons.
This campaign is an effective and creative way to appeal to the targeted markets. The campaign was designed to develop
and increase brand awareness in Lee County for Vinos Picasso.

Industry Information
Vinos Picasso is in a unique industry that is referred to as the Sip and Paint Industry. Due to the fact that the Sip and
Paint industry is so new, there is technically no NAICS code, or SIC code, for this industry. Vinos Picasso is classified under the
NAICS code 61161001, which is under the category of a Fine Arts School (Reference USA, 2014). The industry first took storm in
the early 1990s in the southern part of the United States.
What is Sip and Paint?
The Sip and Paint industry is a young, but growing industry. The way a Sip and Paint studio works is, customers come into the
storefront, or in some cases the business will cater to the customer. Customers are able to choose from a monthly calendar, where
each night has a designated painting so they can pick one that fits their taste. The customers are provided with everything they
need to paint. Canvases, paint, brushes and an instructor, are at the customers disposal. During the class there is one painting
that is on display for everyone to try and replicate. The instructor is there to help customers create their masterpiece and provide
them with step-by-step instructions and helpful hints. This isnt your typical art studio, customers can consume wine and beer
during the class. Customers are allowed to bring their own wine and beer to approved classes, some studies also have a wine and
beer bar.
Classes typically range from $35 to $50 per person, and can have anywhere from 30 to 60 people in attendance. (Broda,
2014). The Sip and Paint industry offers a laid back form of entertainment. The studios are not just for advanced or talented artist,
people of all artistic abilities would be able to come into a studio and enjoy themselves. These Businesses have created a
different form of entertainment, mostly for adults, and I think thats whats nice is that they fit so well within creative
communities. (Broda, 2014).

Industry Information
Who are the Industry Leaders?
The Sip and Paint industry is dominated by small individually owned businesses, but there are a few big players who have
franchised their studios. It is estimated that there are around 200 businesses in the United States that are in the paint in sip
industry. (Max, 2014). Painting with a Twist, and Pinot's Palette, are the two major leaders in the industry. New Orleans-based
Panting with a Twist ranked first in the sip and paint category for Entrepreneur magazines Franchise 500 this year; it has more
than 120 locations in 25 states. (Broda, 2014). Pinots Palette is the second largest franchise in the sip and paint industry and
currently has 86 franchise units that are operating in the United States. (Max, 2012). There are other Sip and Paint businesses that
offer the option of owning a franchise, but none are near the size of Painting with a Twist or Pinots Palette.
What is the Cost of Starting a Store?
Breaking into the Sip and Paint industry is relatively inexpensive in comparison to other industries. Owners that choose to
open their own business without any help from a franchise can save themselves money. In order to start a Sip and Paint studio, all
that is needed is a commercial building unit, paint, canvases, brushes and a beer and wine licenses. The total investment cost to
get started on your own can range from $100,000 to $200,000 depending on location and size of studio. People that choose buy a
franchise will spend more upfront. Along with the average startup cost, owners who purchase a franchise will typically pay a
$25,000 franchise fee, additionally franchise owners will have to pay a royalty fee to the franchise. Painting with a Twist has a
royalty fee of 6% and the term of the franchise agreement is a minimum of seven years. Pinots Pallet has a royalty fee of 5% and
the minimum term of a franchise agreement is 10 years (Max, 2012). Once the store is up and running, it can cost anywhere from
$3,000 to $5,000 dollars a month when you include price of canvas, paint, brushes, overhead and other expenses.

Industry Information
Profits from Sip and Paint Industry
It is still too early to tell if this industry is here to stay or if it is just a fad. The success of a Sip and Paint studio lies in the
hands of the owners, and depends on how much time and effort they pour into their studio. With the average cost of starting a
studio ranging from $100,000 to $200,000, most business owners do not break even after their first year. In many cases it takes
two or three years for franchise owners to really start seeing a steady flow of income. Vinos Picasso, which is located in SWFL
took a couple of years before the store started to see quality profits coming in. The industry leading, Painting with a Twist
franchise owners also see some struggles in the first year. Franchisees in the top one-third of the company earn about $300,000 in
gross annual revenue; those in the middle two-thirds gross some $175,000 annually. (McCrea, 2012).

Client Background
Vinos Picasso is a locally owned premier paint studio, wine bar, and art gallery. They are a paint studio where you can
create your own work of art or join them for a session led class by a local artist. During artist lead classes participants can bring
their own wine and beer to enjoy or purchase it from the wine bar. Customers are able to pick what painting they would like to do
by looking at the monthly calendar and registering for that night. The calendar varies month to month as do the paintings. They
also have open paint sessions and children sessions scheduled throughout the month. On top of scheduled classes at their paint
studios Vinos Picasso also hosts painting events at local venues and include all supplies for the event (Florida Weekly, 2014)
Vinos Picasso was established in the spring of 2011 by Mercedes Price Harry. Mercedes was in the medical field, as a
pharmaceutical representative, for 10 years prior to opening Vinos Picasso (Interview, Price Harry, 2014). She was inspired to open
Vinos Picasso after visiting a similar establishment in South Carolina while visiting her sister.

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Client Background
Vinos Picasso has three locations in Southwest Florida. The first to open was the Fort Myers studio in 2011, followed by a
seasonal location on Matlacha Island, at Leoma Lovegroves famous gallery, which began in the winter of 2012, and most recently
the Naples location opened early spring of 2014 (Vinos Picasso, 2014). They also have a mobile party where they bring the Vinos
experience to customers in their homes, favorite restaurant, or other organizations. Currently Vinos Picasso employs ten people,
which includes the owner, managers, and local artist (Reference USA, 2014).
Vinos Picasso differentiates itself from other paint and sip businesses because they have a wine and beer bar within their
studio and are not a franchise. They aim to have a young, fun, hip atmosphere and an enjoyable place to be (Interview, Price
Harry, 2014). A portion of their studio is also gallery that showcases over 20 original pieces from local artist (Site Visit Vinos
Picasso, 2014).
One customer, Johnathan A, stated This is an incredible place to get the creative juices flowing, and I'm not just talking
about the wine! The atmosphere is extremely comfortable and reminds me a little of my art class back in high school. But of
course with the added bonus of imbibing alcohol (Yelp, 2014). I was amazed how well my painting turned out; it looks like a real
painting! I cant believe I painted this and it was so easy and so much fun! stared Bobbi Jesse after attending a class at Vinos
Picasso (Interview, Jesse, 2014).

Problem: Industry
The paint and sip industry as a whole faces four specific problems that all retailers face. The first is low awareness. Not
many people are even aware of the paint and sip industry. The second problem is low differentiation between competitors. The
vast majority of all the retailers in the paint and sip industry offer the same thing. Artist taught canvas painting classes and beer
and wine. The third problem this industry faces is low barriers to enter (Max, 2012). This industry is very attractive because of its
low entry costs and low overhead. The fourth problem the industry faces is high supplier power.
According to Vinos Picasso owner, there are only a handful of suppliers nationwide and only two of them are cost effective
and reliable (Interview, Price Harry, 2014). Wholesalers have recently increased the price of paint and brushes, they have put a
limit on the quantity of paint retailers are allowed to order per month, and even so they have limited stock available so
sometimes they cant even fulfill their orders. Independent retailers such as Vinos Picasso have a more difficult time creating
partnerships with wholesalers compared to franchising because they dont have economies of scale of high buyer power. Other
problems that the industry faces are seasonal customers, an unstable economy, and disposable income to spend on advertising
and awareness.

Problem: Client
On an individual level, Vinos Picasso faces other problems as well. The most important being having her artwork
copyrighted and her business plan and network copied by former employees. In the Fort Myers area, the owner of Vinos Picasso
personally knows a handful of women that have either worked for her in the past or have taken one of her classes and have then
copied her idea and started their own business. Vinos Picasso also must formulate a strategy on how they plan on competing
with the amount of franchise stores being created with proven successful strategies. In 2012, Painting with a Twist already had 67
franchises in over 15 states (Max, 2012).
Vinos Picasso also is dealing with the problem of low differentiation by offering more than just canvases to paint. They
offer wine glasses, baby onesies, coconuts, and live nude models. Vinos Picasso is also having a difficult time penetrating social
media outlets and staying current with their accounts. Currently, Vinos Picasso advertises in the Florida Weekly newspaper that
has over 960 different locations between Fort Myers and Bonita Springs (Florida Weekly, 2014). Vinos Picasso is unclear whether
this type of broad advertising is helpful or not at bringing in new clients and increasing awareness.

Target Market: Primary

The target market for Vinos Picasso is females aged between 21-65 years. We have divided the target into two sub
categories 1) Females with established careers and finances in the upper middle class with ages ranging from 35-65, living in Fort
Myers and Naples, 2) Female undergraduates at Florida Gulf Coast University aged 21-24 years, specifically those who are
affiliated with Greek Life. The target market of Vinos Picasso has psychographics that consist of enjoying being social, like to
drink wine, have an artsy side, looking for new ways to bond with friends and like to try new things.
The primary target market for Vino Picassos are females with established careers and finances in the upper middle class
with ages ranging from 35-65, living in Fort Myers and Naples. Females were chosen over males to market to in these areas
because the female population in Fort Myers is 50.3% (City-Data, 2012) and 53.8% in Naples, which happens to be 2.7% higher
than the state of Floridas overall female population (United States Census Bureau, 2013). Not only did secondary research
support our gender selected target market but so did our primary research. In our marketing research efforts we surveyed 20
individuals. We asked them various questions about the sip and paint industry and more specifically Vino Picassos. The surveyed
individuals varied in sex, age, race, etc. Our survey found that more females were interested in in participating in a painting class
that you can bring your own or purchase wine and beer (See appendix).
The age group of 35-65 was dictated by the median age of residents in Fort Myers being 37.6 years (City-Data, 2012) and in
Naples it is 64.2 years. (City-Data, 2012). This age group has typically reached career and financial stability. Another driving factor
for including Naples is because the estimated median income of $74,792 is 39% higher than the median income of Florida (United
States Census Bureau, 2013). When this high level of income and representing a more stable population, our chosen target
audience tends to spend excess money on frivolous and leisurely activities. Females, with established careers and finances in the
upper middle class, ages ranging from 35-65, positioned in Fort Myers and Naples will be a very successful target for Vino
Picassos marketing.

Target Market: Secondary

The secondary target market for Vino Picassos are the undergraduate members of the Greek-affiliated sororities, typically
young women aged 21 to 24, at Florida Gulf Coast University. As the closest state university to Vino Picassos, Florida Gulf Coast is
an easily accessible choice. The universitys student enrollment is developing so rapidly year-to-year that it is also creating a
considerable market into which the paint and sip industry might tap. According to the Universitys Board of Trustees information
system quarterly briefing, the first day of the 2014 fall semester headcount enrollment was 14,678a 3% increase from the first
day of classes in 2013 (Quarterly Briefing, 2014).
This specific age group was chosen because the fastest rate of growth among students is ages 20 to 24 as these students
represent 82% of the entire student body (Quarterly Briefing, 2014). Not only are the ages in our target market a large percentage
of the university but the female population is also a majority with 8,305, which is around 57% of the total student body(Quarterly
Briefing, 2014). So instead of marketing to individual students it would be more cost effective to target specific groups of the
university community.
Greek affiliated women would be the specific target group as it is said that ...sorority members influence their peers
through the leadership roles they often assume (Uhlig, 2014). By marketing to women in influential positions in these sororities
you are second hand targeting their peers with no extra cost. Florida Gulf Coast Universitys undergraduate Greek-affiliated
women, ages 21 to 24 is a tremendous untapped affinity group for Vino Picassos to reach in their secondary marketing efforts.

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Competition: Painting with a Twist

Painting with a Twist is a paint and sip business. This business has been identified by the owner of Vinos Picasso as the
biggest competitor (Interview, Price Harry, 2014). Painting with a Twist was opened by Cathy Deano and Renee Maloney in 2007 in
Mandeville, Louisiana. The owners began franchising in 2009. Today there are 173 Painting with a Twist franchise locations
throughout the country and four Cork N Canvas locations which are owned by Cathy and Renee (Painting with a Twist, 2014).
Customers are able to bring their own wine and beer or purchase it in the studio. Painting with a Twist has 4,000 original pieces of
copyrighted artwork.
Painting with a Twist has recently celebrated the milestone of reaching 2 million customers in July, 2014. They
accomplished this in five years. Painting with a Twist was ranked the top Paint and Sip franchise as part of the 2014 Entrepreneur
magazine annual Franchise 500 edition (Yahoo Finance, 2014).
Locally in Southwest Florida there are two locations. The first is in Naples and the second is opening soon in Gulf Coast
Town Center in Fort Myers. They participate in community events, recently they organized a Help Paint the Cure for

Cancer with the relay for Life Team of American Cancer Society (News-Press, 2014). They promote that their classes are
a unique adventure for everyone.

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Competition: Wine and Canvas

Wine and Canvas is a paint and sip business located throughout the United States. Wine and Canvas began in 2010 in
Indianapolis, Indiana and was created by husband and wife, Tamara and Tony Scott (Schoettle, 2014). This is a franchised
company. Not all states and venues allow customers to bring their own wine and beer (Wine and Canvas, 2014). In most locations
there is a food and wine/beer available for sale. They do not have physical locations, but rather serve areas and hosts events at
local venues in 23 states. They serve the Fort Myers and Naples area. Recently they have held classes at Biancas Restaurant,
Rumrunners Restaurant, Famous Daves, and Edison Restaurant (News-Press, 2014). They describe their classes as no artistic
ability required, create your own painting step-by-step with artists in a very fun-filled atmosphere with all supplies included.
Customers are able to view upcoming paintings and class locations on their website to register for classes. They also
provide private parties. On Saturdays they have a specials Cookies and Canvas class, which is for children. Wine and Canvas
market themselves Not an art school. Its a paint party, and the more the merrier (Schoettle, 2014).

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Competition: The Painted Conch

The Painted Conch is a paint and sip business located in Cape Coral. It was opened by Theresa (Terry) Courtemanche On
October 4, 2012. It is a private locally owned business. Terry was inspired to open The Painted Conch after visiting Denver with
her daughter and visited a studio there. When she returned to Cape Coral she could not find an establishment like that studio
(Koehn, 2012).
There are four artist, including the owner, which work at The Painted Conch (The Painted Conch, 2014). It has an
advantage of being the only paint and sip business located in Cape Coral, Florida. Customers are able to register for artist led
classes for specific paintings and can bring their own wine or beer to the studio. Within the studio there is a small boutique where
customers can purchase gifts and features local artist jewelry and art. Terrys passion can be seen on the quote that runs across
the wall of The Painted Conch is one of her favorites, Art Washes Away from the soul the Dust of Everyday Life. Pablo Picasso
(Site Visit The Painted Conch, 2014).

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Competition: Brushes and Bottles

Brushes and Bottles is a business that belongs to the paint and sip industry. It is owned and operated by Annette Watkins
and was opened in September of 2008. Annette started her business to help adult students tap into their creativity through all
inclusive step-by-step acrylic painting classes (Brushes and Bottles, 2014). Painting classes are held in Fort Myers, Naples, Cape
Coral, Pembroke Pine, and Miami. Classes are held at local organizations in the community. They offer customers group classes,
private parties, and private lessons. They also offer to frame paintings for customers for an additional charge.
The mission of Brushes and Bottles is to provide a positive, individual, creative experience in art which foster and
awakening of artistic confidence. It is a personal goal to help other achieve success while providing exceptional quality and
personalized customer service (Brushes and Bottles, 2014).

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Competition: External
There are numerous external competitors for Vinos Picasso. Fort Myers and Naples have an abundance of options for
consumers to participate in for an evening out. The largest external competitors are shopping centers. They offer numerous
restaurants, bars, movie theaters, and shops.
In Fort Myers there is Bell Tower Shops which is located near Vinos Picasso. It consist of fourteen bars and restaurants, a
movie theater, and dozens of retail shops. They hold events weekly with a wide variety of themes, from animal shelter, chocolate,
kids, and music (Bell Tower Shops, 2014). This is an alternative for Vinos Picassos Fort Myers customers to attend instead of
going to a painting class.
In Naples there are the Mercato Shops which have a wide variety of attractions. There are twenty three dining locations, an
up-scale movie theater, and numerous retail shops. They hold weekly events that revolve around food, movies on the lawn,
children, and animals (Mercato Shops, 2014). For Vinos Picassos Naples customers this is an external competitor that they can
attend.

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Objectives
1. Increase brand awareness of Vinos Picasso in females aged 21-65 from 45 percent to 60 percent by the end of November
2015.
2. Increase the strength of social media presence by 1.) Increasing Facebook Likes by 1,000 and 2.) Increase Instagram
followers by 100 through an integrated advertising campaign by the end of November 2015.

* Based on survey results (See Appendix)

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Strategies: Creative
When approaching the primary and secondary target markets, the campaign will portray Vinos Picasso as an artsy, fun,
and social company. The tagline Vinos Picasso is not about fine art but, FUN art! Come paint, pour, and play! helps the target
market understand that this is a place to have fun and that you dont need to be a painter to enjoy a class. It also touches on the
fact that you can drink during their painting classes. This tagline came from a mixture of Vinos Picasso current logo and a quote
found on their website.
We will be using Vinos Picassos current logo on all campaign material as well as social media logos. This will ensure that
the public will easily recognize the company and help to increase awareness. The social media logos will direct the public to their
social media sites.

Throughout the campaign we will use consistent colors. These colors are bright and will contribute the artsy feeling, they
coordinate with the logo which give the campaign a cohesive look. The font is Comic Sans MC, this is a fun font that is easy to read
and matches the logo.

Background

Accent Colors

Font

Comic Sans MC font

& black type
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Strategies: Media
Outdoor Advertisement
The average person spends around 20 hours a week traveling in a car, during this time people are exposed to all kinds of
billboard ads (Olenske, 2014). Billboards have potential to reach even more people than social medial advertising, because 98% of
Americans travel in a car each month (Olenske, 2014). People see billboard ads and the question is do they actually work? The fact
is that billboard ads are still extremely effective when it comes to advertising. Billboard advertising is one of the last messages a
buyer receives before making a purchasing decision. 71% of people 18 years or older notice a billboard ad most of the time, or
each time they pass one (Williams, 2009).
Print
The number of people actually subscribing to newspapers and magazines has declined over the years, but print media is
still an effective form of advertising. Print media can be effective because of segmentation. When using an ad in a newspaper or
magazine, the target market has already been identified therefore the advertiser knows who will see their message. Also ads in
the form of print media are considered to be more credible than online ads and print ads are easier to read for people (Newtek,
2012). People read digital screen text 20%-30% slower than printed-paper (Prikryl, 2012).
Social Media
The use of social media continues to grow at a rapid pace; there are an estimated 169.5 million users in America alone
(emarketer, 2013). With half of the U.S. population on social media, this allows businesses to reach a large portion of people
through advertising on social media sites such as Facebook, Twitter, and other sites. Establishing a strong presence on social
media sites is a critical part of marketing for any business. Having a strong presence on social media can increase brand
recognition, and improve brand loyalty (DeMers, 2014). We will use social media icons on advertising material to help increase
social media and make this strategy more successful.

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Strategies: Media
Direct Marketing
Direct marketing can be used in the form of mail sent directly to homes of consumers. This means that businesses are able
to target a specific audience to hear their message. Coupons can be included in the form of direct mail, and can be beneficial to a
business and their advertising campaign because it is the only form of advertising that can be directly linked to sales. In a 2012
Channel Preference survey, exact target found 65% of people who receive direct mail have made a purchase (Parikh, 2013).
Internet Radio
Internet radio has been able to take off in recent years thanks to Pandora and other Internet radio providers. Internet
Radio differs from traditional AM/FM radio because it gives the opportunity for listeners to choose exactly what type of music
they want to hear. Internet radio users are more engaged both online and with broadcast radio, therefore listeners are more likely
to respond to and recall Internet radio ads (MarketingCharts, 2011).
Community Events
It is important for local business to be active in their community. Businesses can do this by participating in community
festivals and events can have great benefits for a business. Community events normally draw large crowds, and especially in SWFL
tourist are in attendance at these events. Involvement in your community demonstrates your concern for where you live or work
which can greatly improve your company or organizations public image as well as to build good will in your community (Bonnet,
2014).

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Tactics: Outdoor Advertising

Billboard
We will rent a billboard space that will be seen from US-41 Northbound near the intersection of Six Mile Cypress and US-41.
This billboard has an estimated of 189,212 impressions per week (Lamar Advertising, 2014). The billboard will be a permanent
poster that is 10 X 40. We have chosen this location because it is across the street from Vinos Picassos Fort Myers location and
can be seen from both sides of the street. The billboard will be illuminated during the night. The poster will include the tagline and
logo, as well as a picture showcasing a class at Vinos Picasso. The billboard will run for the month of December and will offer a
15% discount off during the whole month upon mentioning the billboard ad.
Road Flag
We have decided to purchase two large flags sized 13.5 tall to place near the road in front of the Vinos Picasso plaza. The
current sign is small and hidden by a tree, making it hard to see from the street and passing cars. The flags will increase awareness
by sticking out against the pale brown color of the plaza with a bright green background. The flags will have Vinos Picasso written
on them with the logo as well. The flag will feature full color printing and will be printed on premium outdoor fabric to prevent any
color fading (Feather Banners, 2014).

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Tactics: Print
Gulf Coasting -The News Press
The weekly entertainment section inside The News Press, Gulf Coasting highlights fun activities and things to do in Fort
Myers. The article prints every Friday and is read by 86% of residents in Lee County, and 85% of those readers are adults between
the ages of 35-49 (The News Press Media Group, 2014). Gulf Coasting will run for a total of 26 weeks starting in December and
will be 3 long. We chose to advertise in Gulf Coasting Magazine because it is circulated every week and will increase awareness
about Vinos Picassos by offering a free glass of wine for all visitors who bring in the ad.

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Tactics: Social Media

Facebook
Facebook has become one of the most popular social media sites with over 1.23 billion active users in the world with 76%
of them female (Guimaraes, 2014). Facebook is an online platform that allows businesses to communicate directly to their
customers for free. We feel that having a strong online presence is essential in todays market. We chose Facebook because we
can easily inform our customers about upcoming events and classes by posting status updates and pictures. As of November 2014
Vinos Picasso had 7,571 Likes. Our survey results showed that 90% of respondents had Facebook (see appendix).
Instagram
Instagram is the number one photo social platform on the internet today. It is a free app that allows users to upload, share
and edit photos. As of today is has over 150 million active users (Geoff, 2014). We decided to use this free application to connect
more with our customers by uploading pictures of our classes and past paintings. We feel that showcasing pictures of how fun
our classes can be will entice them to check us out and visit our store. As of November 2014 Vinos Picasso had 80 followers. Our
survey results found that 45% of respondents use Instagram (see appendix).
Hootsuite
We will be using HootSuite.com to manage all of our social media platforms. Hootsuite.com is an online social media
dashboard that manages and control multiple online outlets. It is currently being used by over 10 million professionals (Hootsuite,
2014). It allows for a business to upload a status or picture on their dashboard and then automatically updates all of your
platforms with the same message. Hootsuite can also update by analyzing the amount of action our social media pages receive.
Hootsuite will be a great way for our company to stay connected with our customers easily by uploading pictures and posts.

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Tactics: Direct Marketing

Valpak
Valpak is a leader in direct marketing by mailing coupons directly to the consumer household. They have been in business
since 1968 and have delivered more than 20 billion offers since then. Valpak allows businesses to choose which zip codes their
coupons are delivered to better reach their target market. Valpak envelopes reach a desired and upscale audience with its
primary market being educated women ages 25-54 with incomes typically one-third higher than the average (Valpak, 2014). We
decided to use Valpak to directly advertise to our target market because it is a well-known company that has proven its coupons
to be successful. We believe that this will help increase brand awareness and will attract target market.
We will be sending out 95,000 mailer Valpack ads (3.5 x 8.25) throughout this campaign and they will be sent to households in
Lee County.

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Tactics: Internet Radio

Pandora
Pandora is an online radio station that plays music personally selected by its listeners. It is a free service that allows
listeners to control what music plays by thumbing up or thumbing down on a song selection; therefore they are able to
customize their own radio station. Pandora is used by 125 million registered users ages between 18-34 years old (Reuters,
2012).
Studies have shown that listeners only interact with Pandora roughly seven times per hour, therefore Pandora only shows
ads when it knows your engaged (Salkever, 2012). Pandora waits until you skip a song, or thumbs up or down to run ads more
effectively. We chose to advertise on Pandora because they offer a more unique listening experience that we feel will better
reach our target market. We will advertise on Pandora for one month during December to raise awareness and increase our
online presence for our 2015 season. We will use banner ads directed brand awareness and specials for college students.

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Tactics: Community Events

Art Festival Events
We have decided to increase awareness by participating in two local events near our Fort Myers and Naples location. We
will help sponsor the Annual Naples National Art Festival and participate in the Downtown Fort Myers Art Walk monthly. The
Naples art festival will take place during February; and is focused on raising awareness in the community to promote and further
educate, interest and participation in the visual arts. The Naples art festival is projected to entertain over 256,000 people over
the course of the three day event (Annual Naples Art Festival, 2014).
The Downtown Fort Myers Art Walk takes place the first Friday of every month from 6-9pm. The art walk showcases
various art work from local galleries, businesses and artists. The art walk is free to all guests and has grown over the past years in
attendance. The reason we have chosen these events to participate in is because the Annual Naples National Art Festival takes
place during our peak season and we plan to use this event to increase awareness by offering a free 5 X 5 canvas for children
to paint, with the hope of attracting first time customers. We chose the Downtown Fort Myers Art Walk because it is a repetitive
event that we can attend monthly to promote our brand and display examples of the canvases we paint during our classes.

25

Budget
We will be using a flighting schedule for this advertising campaign over the course of a 6 month period with rising intensity
between the months of December and April. The advertising campaign has a budget of $25,000 and is broken down as follows.
Ten percent of the funds will be allocated to research, preparation and execution of the campaign. The Annual Naples Art Festival
will cost $500 to rent a booth space and the Downtown Fort Myers Art Walk will cost roughly $100 per month with an estimated
$900 in supply and promotion costs. The two road flags that will be placed in front of the Fort Myers location will cost $493. We
will advertise on a billboard near the Fort Myers location in the month of December and January, which will cost $7,760. The
social media costs are based on a 5 hour work week paying $10 per hour for six months. The employee will use Hootsuite.com to
update all social media outlets. Pandora will cost $4,650 to advertise over a one month period with 5 ads displaying over a two
hour period from 4-6pm daily. Valpak coupons will cost a total of $3325, with a total of sending out 95,000 mailers. Gulf Coasting
Magazine will cost a total of $2,590. The total advertising costs for this campaign will be $24,518.

26

Budget
Item

Quantity

Average Cost

Total Cost

Production Costs

1 Advertising Campaign

$2500

$2500

Annual Naples Art Festival

1 Event

$500

$500

Downtown Fort Myers Art

Walk

6 Events

$100

$600

Art Event
Supplies/Promotion Costs

200 Canvases

$4.5

$900

Road Flags

2 Feather Banners

$246.5

$493

Billboards

2 Months

$3880

$7760

Pandora

5 Ads per day

$150

$4650

Valpak Coupons

95,000 mailers

$35 per 1,000 mailers

$3325

Gulf Coasting Magazine

26 Weeks

$99.60 per week

$2590

Social Media Costs

5 hours per week

$10 per hour

$1200
$24,518

27

Control & Implementation

An advertising campaign has no value if proper tracking and recognition test are not performed. We recommend that our
client perform tracking and recognition test at the end of the advertising campaign in order to evaluate the effectiveness of it.
The person that should be in charge of the evaluation is Mercedes Price Harry, the owner of Vinos Picasso. Since Mercedes Price
Harry is the owner of the company she will know exactly when the advertising campaign began, the total cost of the campaign,
and when it came to an end. Brand awareness is a key indicator to the success of the campaign; Mercedes Price Harry will be
able to analyze the effectiveness of this campaign by comparing brand awareness before and after the campaign.
Our first objective is to increase brand awareness of Vinos Picasso in females aged 21-65 from 45 percent to 60 percent
by November 2015. In order for Mercedes Price Harry to accurately measure this, we recommend that she run the same survey
that was originally implemented in the beginning of the advertising campaign. The survey must be distributed to a similar
sample size as the first one in order to get accurate results. By running this type of recognition test Mercedes Price Harry will be
able to determine the difference in brand awareness from the begging of the campaign to the end. The questions in the survey
asking if the person had heard of Vinos Picasso, and how they heard of Vinos Picasso will show a direct link to an effective
advertising campaign if the person taking it responds by saying they heard of Vinos Picasso through one of our ads.
Our second objective is to Increase the strength of social media presence by increasing Facebook Likes by 1,000 and
increase Instagram followers by 100 through an integrated advertising campaign by November 2014. The owner, Mercedes Price
Harry will be able to track the progress of this objective by actively checking the two social media platforms. By comparing the
number of Facebook likes and Instagram followers from the beginning, to the end of the campaign will give her an accurate feel
for how effective our advertising campaign has been.

28

Conclusion
In conclusion, our advertising campaign blows the sip and paint industry competition out of the water. This marketing
concept has a lot of different ways to reach our target market and fits with Vinos Picassos vision. It is a bright, fun, campaign
targeted at increasing brand awareness. Our various strategies including social media, outdoor advertising, print media, direct
marketing, internet radio and community events will help achieve our objectives for this advertising campaign. With this
campaign Vino Picassos will increase brand awareness, customer growth, and sales.
Vinos Picasso is not about fine art but, FUN art! Come paint, pour, and play.

29

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35

Appendix: Survey
1. Have you ever visited a sip and paint business?
a) Yes: If yes, what business? _______________________
b) No: If no, do you know what this type of business does?

Number of times? _______

Yes

No

2. Would you be interested in participating in a painting class that you can bring your own or purchase wine/beer?
a)Yes

b) No

3. Have you heard of Vinos Picasso?

a)Yes

b) No

4. What would entice you the most to visit Vinos Picasso?

a) A discount of 10% - 25% off

c) A discount of $10

b) Free glass of wine

d) Buy one gift card, get one half off

5. What promotion is more appealing if you were attending a class?

a) Free glass of wine

b) Discounted price

6. What other objects would you be interested in painting? (Instead of just canvases)
__________________________________________________________________
Continue on next page

36

Appendix: Survey Continued

7. What is your gender?
a) Female

b) Male

8. What age group do you fall into?

a) 21-24 years

c) 39-49 years

b) 25-38 years

d) 50+ years

9. What social media sites do you use? (Please select all that apply)
Facebook
Pinterest
Instagram
Twitter

37

Appendix: Survey - Results

1. Have you ever visited a sip and paint business?
a) Yes: 40% If yes, what business? Vinos Picasso 30%, Uptown Art 5%, & Jupitor 5%
Number of times? Once 35% Twice 5%
b) No: 60% If no, do you know what this type of business does?

Yes 75%

No 25%

2. Would you be interested in participating in a painting class that you can bring your own or purchase wine/beer?
a) Yes 90%

b) No 10%

3. Have you heard of Vinos Picasso?

a)Yes 45%

b) No 55%

4. What would entice you the most to visit Vinos Picasso?

a) A discount of 10% - 25% off

40%

c) A discount of $10 20%

b) Free glass of wine 35%

d) Buy one gift card, get one half off 5%

5. What promotion is more appealing if you were attending a class?

a) Free glass of wine 55%

b) Discounted price 45%

6. What other objects would you be interested in painting? (Instead of just canvases)
Wine Glasses (8), Mugs/shot glasses/beer glasses (8), Sorority Related (3), T-Shirts/Totes (4)

Dishware (4), Bodies (2)

Continue on next page

38

Appendix: Survey Results Continued

7. What is your gender?
a) Female 70%

b) Male 30%

8. What age group do you fall into?

a) 21-24 years 40%

c) 39-49 years 10%

b) 25-38 years 45%

d) 50+ years 5%

9. What social media sites do you use? (Please select all that apply)
Facebook 90%
Pinterest 80%
Instagram 45%
Twitter 20%

39