Princeton Record Exchange- An Advertising Campaign by the JAM Agency

An Advertising Campaign by the JAM Agency

Table of Contents

Introduction/About Our Agency
The JAM Agency’s overall goal is to provide the highest
service to our clients. Signing with us brings the guarantee
that we will not only increase awareness and bring Princeton
Record Exchange to new eyes, but we will change the
overall perception of the Princeton Record Exchange
experience entirely. This will be accomplished through
extensive research, strategy, and evaluation. We take pride
in providing all appropriate research to affirm that we are
reaching the correct target audience and, ultimately,
ensuring that our campaigns will reach the correct people in
the correct places at the correct times. We will emphasize
the unique store benefits that cannot be mimicked by digital
competitors to get customers in the store more frequently
and allow them to see this experience for themselves!

Consumer/Target Analysis
Our consumer is a young adult, between the ages of 18-34, living in the near vicinity of Princeton, NJ. This person may be a student at
Rider, Princeton, or TCNJ as well as a recent graduate or just a regular young adult. The main psychographic feature that our
customers have is that they enjoy having a great deal on items and affordable pricing. They also prefer smaller, mom and pop style
businesses as opposed to the “Big Box” stores they can find at the mall and online stores as made prevalent by Princeton Record
Exchange’s official mission statement as seen on their website. According to information from our interview with store manager, Jon
Lambert, our consumer really has a fascination with vinyl albums because there has been a huge spike lately in sales for those items.
To summarize, our target consumer wants three things out of their record store experience: low prices, high quality merchandise, and a
great amount of depth in their store’s selection.

Competitive Analysis
Stores
PREX’s Placement
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FYE
Best Buy
Walmart
Target.
Advantages: A wide selection of products, affordable prices
Disadvantages: Customer service and appearance.
How it stacks up: Slightly less in terms of selection but much more affordable
prices.
PREX’s Placement
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iTunes
Amazon
Spotify.
Digital
Advantages: Trade-ins for store credit, sense of community, vinyl
record availability.
Disadvantages: Availability and selection
How it stacks up: It has things that digital downloads can’t mimic,
but it can’t possibly compete with an endless digital library of music
and movies. Prices are a pretty even match.

SWOT Analysis
Strengths
● PREX is a smaller, niche market, they have a loyal target market that seems to
consistently shop there.
● According to the PREX official website, they offer a very wide assortment of
options from music to movies offering them opportunities to reach the broadest
clientele possible.
● Similar to successful video game chains before them such as GameStop, PREX
not only sell products but allow consumers to sell them back products for either
store credit or cash reimbursement which sets them apart from their larger
competitors such as FYE.
● According to their website, PREX are trying to offer an alternative to the Mall,
“Big-Box” and online stores that have come to dominate the music and movie
retailing world. As such, they take pride in being able to offer low prices, high
quality merchandise, and a great amount of depth in their selection.
Weaknesses
● PREX has a niche market
● PREX is small and locally owned making it well known in the surrounding areas of
the store, but not to the general public.
● PREX customer reviews on yelp say poor customer service
● PREX customer reviews on yelp state the store is very unorganized
Opportunities
Threats
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In the market there is room to grow with a strong word-of-mouth influence by local
consumers in the niche market and social media sites/ blog sites.
According to data collected by Digital Music News and Wall Street Journal (which
they received via SoundScan and Nielsen ratings), 9.2 million vinyl albums were
sold in 2014. This marks the highest sales number recorded since the industry
started monitoring LP sales in 1991.
33.7% of consumers are 45 and older and not into the digital music world
CD’s, records, tapes and audiobooks all fall under the industry’s music segment,
and represent 39.7%,the largest percent, of total industry revenue.
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Other local specialized record stores can take potential consumers away
Hard to reach consumers that are in the market for vinyl records
Hard to know what specific vinyl records that consumers will want
E-commerce such as Amazon is a huge competitor because of the volume of
products and price

Objectives
● We want to increase awareness by 15% directly towards our target market, which as you may recall
is young adults in the local area aged 18-34, by the end of the summer. Summer will be a heavy time
for advertising in our pulsing campaign strategy.
● We hope to increase the overall amount of people going into the store by 20% by the end of this
campaign.
● Increase awareness by 25% by the end of the campaign.
● Achieve an 80% reach in the surrounding area at kick off month with an average of 4.5 frequency.
For the remainder months the reach will range from 65%-75%.
● The goal for non traditional events that will be hosted in store will be 10% of total college students in
the surrounding schools to attend.

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The campaign’s big idea for Princeton Record Exchange is to unplug young adults from our client’s biggest
competition, digital downloading of music and movies. As such, we hope to reinvent their image, which according to
our research can use some reinventing, among our target market as a greater alternative to the digital downloading
possibilities that our target market has at their disposal.
Focus on a great selection of the highly demanded vinyl selection that young adults seem to be growing more and
more interested in.
Reinvent PREX as a fun experience to share with friends that digital downloading can’t offer.
Hit our target consumer right where they are: in the greater Princeton area and online such as social media and
online advertising.
Keep all advertising ethical.

Message Strategy
➢ Our main message, as we mentioned in the creative strategy, is to reinvent going to record
stores as a fun, social experience in an effort to unplug young adults from digital downloads
➢ We will focus the majority of our campaign around the message, “Unplug and Reconnect.”
➢ This message will serve as a bridge between reaching our target market right where they are,
online, and obtaining our objectives such as an increase in the awareness of our client with the
concept of bringing our target market back into record stores and away from digital
downloads.

Media Strategy and Plan
○ Our campaign is going to make the most effective use of the most effective media possible.
○ The majority of our target audience is young adults in the local Princeton area that range from 18-30.
○ Our media objectives are to reach 80% of our target market with an average frequency of 4.5, as well as to increase
attendance at in-store events to 10% of college students in each of the schools of the surrounding area.
○ We also hope to achieve an 80% reach at kick off month with an average of 4.5 frequency. For the remainder
months the reach will range from 65%-75%. The goal for non traditional events that will be hosted in store will be
10% of college students in each school in the surrounding area.

Media Strategy and Plan Continued...
Media and Vehicles
○ Radio (94.5)
○ Social Media (Facebook, Twitter and YouTube)
○ Billboards (based in the Trenton area)
○ Music Forums (MusicBanter/Princeton Traditional)
○ Online Advertising (NJ.com)
○ Local Papers (Jersey Journal, Community
Newsletters)
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Why these?
94.5 PST is the most listened to radio station for adults aged 18-49 in the Trenton
area with an estimated 1 out of every 3 adult men and women listening to it daily.
Social media and music forums serve as a win-win scenario: it’s free and it’s reaching
people that our big idea applies to right where they are.
Billboards in the local area are important because they will serve as a means of
increasing general awareness to people in the area in other ways besides word-ofmouth.
Paid online media, such as publications on NJ.com and local paper advertisements,
like billboards, will also serve as a means to increase the general awareness of PREX
outside of its already strong but niche market.

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Based on our studies and past endeavors in the world of effective
advertising campaigns, we feel that the best way to evaluate our
campaign’s success would be to use the longitudinal design.
This serves as a way to strictly measure the effectiveness of the
advertising campaign without letting other factors confuse the
facts.
Survey a sample group, much like our primary research, at two
points in time
Questions would be focused around awareness and behavioral
changes among consumers before and after exposure to our
advertising campaign.
The best benefit to using this approach to measure campaign
effectiveness is that it would be very cheap to conduct. Given
Princeton Record Exchange’s small budget for advertising of
$10,000 a year, this would definitely be a perfect fit.

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We here at the JAM Agency would greatly appreciate your business as a
client.
As you can see, the hereby proposed advertising campaign, went through
various stages of research which led to the successful break down of
potential consumers into markets to target the correct market as effectively
as possible.
What you get with JAM:
○ A campaign that is not only seen but perceived positively by the
proper market at the right place at the right time.
○ Better results than any efforts you’ve had in the past.
○ Unmatched attention to every detail to make sure your money and
trust is in the best hands possible.
○ An advertising campaign that embodies Princeton Record
Exchange’s full potential.

● Advertising Rates: Place an Ad in the Jersey Journal - NJ.com. (n.d.). Retrieved
May 04, 2016, from http://www.nj.com/placead/jjournal/rates.html
● Billboards for Rent in 08601 (Trenton, NJ). (n.d.). Retrieved May 04, 2016, from
http://www.outdoorbillboard.com/billboards/588505-new-jersey-billboardfor-rent-in-trenton-nj
● Kristobak, R. (n.d.). Vinyl Sales In 2014 See A 52 Percent Boost In U.S.
Retrieved May 04, 2016, from http://www.huffingtonpost.com/2015/01/05/vinyl-sales2014_n_6419064.
html
● Lambert, J. (2016, March 7). [Personal interview].
● PST Media Kit 2012. (n.d.). Retrieved May 04, 2016, from
http://www.slideshare.net/nassauonline/pst-media-kit-2012
● Princeton Record Exchange Customer Survey. (n.d.). Retrieved May 04, 2016,
from http://www.qualtrics.com
● Simmons OneView. (n.d.). Retrieved May 04, 2016, from
https://oneview.simmonsresearch.com/
● WPST Radio Advertising Costs. (n.d.). Retrieved May 4, 2016, from
http://www.gaebler.com/WPST-FM-NJ-Radio-Advertising-Costs 23336