OAKR I D G E H OM E F U RNI SH I N G S | I NTE RI O RS & ACCE NTS

EX ECU T I V E S U M M A RY
Agnisi. Lit dolorero odipsusci eriuscidunt lor sis
duis atue modolum nit prat, voluptat wisl del iliscil
ut prat et, vero erilit incil ut nonsequipit wis ad esto
con ullamco mmolore cortie minci blaore digna
facinibh elesequam, susciduissi eu feuis adipis
nonsed ming euguerci tat lamcore raesendipit,
conse dolutpatin henit nullaortisim ipsusci liquat
veniatisim quat. Illum quametue enim del iliquat
venisis eum volore dolore do essim qui blaore core
minci tionsecte consecte vel do et venim zzrilis
nonsequat auguera essectem ip essisl ullut vulput
nis el irit vulla feum augait veriuscil dipit alisim
veros ex et laore molobore del ipsustrud et il iurem
irit ing esto consed ex ea consecte facil ut ullum
ver se vullaoreet in hendio esendre erat lortie digna
am, consecte verat. Gait vulputa tissim nonsectem
dit vel eu feugiam, con henim qui elent ing erosto
duipisis at adigna alit acilit wissi ex erosto do dolut
irillummy nim irilis nibh el et iriure tinibh esequis
augue magna core minim dit dolorer secte euguer-
at. Ent wisl dio dit prat. Del duipsum doloborper
sum dolobor tionulputat. Essecte volor alisi endio
odip enim alit illa augait ad ming etuer iriliquam-
con henis do commolut atincidunt inciliquisl utat
non henim dolessit nos num dui tismolore dunt
prat volendigna faccum vel ulputet augait adio cor
sequatio odio esto odiatis alisit lan elisl dit alis non-
sequ amconse quamet ad tin ulla alis nonulputpat.

2 3

Lit in ute magnibh ercidui psumsan diamet, quis ex
elit nostie tem quamet inci blaor iustrud tin veros
dunt augait nim etue dolor ilit atissecte voluptatue
tionseq uipsummod min veraessi blaor sim nos am
zzriure consecte tat.
Delit wis alisi. Quiscil ercilit ipis am, sum ilit wisi
tetum dolobore mincin hent at aute min utatem
quipit nim iriure eugiam iriliqui tem del in hen-
ismo diamet, quamconumsan euipisseniam zzril
delis non venisi.
Im incil ulputpat. Sim illandrem nulla facil dipit
ipsustrud tet aut iureet, si.
Na feuisis ea feuipis nonsenit eumsandiat ametum
delesent do conse volor =
4 5
S I T UAT I O N A N A LYS I S
History
Oakridge Home Furnishings has been in business
for 17 years. They opened a second location called
Interiors and Accents in Idaho Falls 9 years ago.
Last year they expanded their clientele by opening
a third location in Rigby. These 3 locations bring
in customers from Jackson Hole all the way down
to Pocatello. For the first decade, profit growth and
market share was steady. The proceeding 3 years,
profits leveled off. In the next three years, growth
occurred. Both Oakridge Home Furnishings and
Interiors and Accents carry brand name furniture
including Flexsteel, Ashley, Broyhill, and Spring
Air; Laz-y-boy can be ordered upon request.
Geographic Factors
The first company site generates the majority
of- business because it is the most conveniently
located geographically. Interiors and Accents, the
second location, is a little off the beaten path so
less people go there. The last location to be opened
is in Rigby, and tends to attract people from Rigby
and Rexburg due to proximity. The customers of
these locations come from the greater southeastern
Idaho area and western Wyoming.
 Sales Peak History Past Advertising
October to January is the strongest time for sales Oakridge Home Furnishings has incorporated many advertising tactics for
and summer is becoming a growing buying trend. their business including direct mail, flyers, television commercials, radio, and
newspaper ads. Of all their advertising tactics, direct mail has proven to be the
Distribution most effective. They receive the greatest feedback from area codes 83406 and
Deliveries ranging from West Yellowstone to 83403. These areas are mainly composed of economically stable households.
Pocatello. In store pick-up is also offered. They mainly run television commercials on broadcast TV stations, channels
3,6, and 8. Their radio and newspaper advertising has been effective in bring-
Competition ing more foot traffic into the stores.
Blackers - Location Advertising focuses on new housing developments because people from
Furniture Row - Quality those areas are in the market to purchase from furniture stores. It is also
Odells - Price geared towards gaining new customers because their present customers usually
come more than once. Oakridge Home Furnishings has a budget of around
$200,000 annually dependent on sales.

6 7
 OA K R I D G E H O M E F U RNISHIN GS HAS A TEAM OF EXPERIEN CED INDIVIDUAL S IN SALES,
RE TA I L , AC COUN T IN G AND WAR EH OUSE.
Strengths
Oakridge Home Furnishings has a team of expe-
rienced individuals in sales, retail, accounting and
warehouse. Not only do they have a wide variety
of home furnishings, but can also make special
orders upon request. Many competitors mark up
their product when they want more quality, but
Oakridge Home Furnishings has been able to keep
their prices low and have a good line of quality
products. Oakridge Home Furnishings has a staff
dedicated to serving their customers.
Weaknesses
Oakridge Home Furnishings has found that one of
its weaknesses is the dependency on a flourishing
economy. They have also found that their locations
are a little off the beaten path. Their advertising
has not been effective because they have not made
a solid identity and they market to two different
groups. They struggle with the perception that they
are a clearance dealer.
Opportunities
Oakridge Home Furnishings and Interiors and Ac-
cents has an opportunity to expand their customer
base and enlarge their business as a result.
One way to do this is to increase their Web pres-
ence. Another way is to narrow their targets down
to the appropriate audiences of each store.
Threats
The below stores represent the closest competition
because of price, selection and their location:
•Blackers in Idaho Falls has similar products
and brands for a higher price.
•Furniture Row in Idaho Falls has products of
different brands for a higher price.
•Odells in Idaho Falls has lower quality
products for a similar price.

8 9
 WE WI L L RU N T WO
C A M PA IG NS IN ORDE R
TO M OR E E F F E CTIVELY APPEAL
TO T H E I N T E R E S TS OF THE T WO
SE PAR ATE TA RG E T AU D I EN CES.
10
O BJECT I V ES
Marketing Objectives
Marketing goals are to increase next year’s net
sales by 15-20% over this year. Have more effective
marketing and advertisement tracking campaign.
Increase Web presence especially on local searches
such as Google AdWords.
Advertising Objectives
Our primary advertising objective is to execute
a successful advertising campaign to increase the
sales of Oakridge Home Furnishings and Interi-
ors and Accents by 15-20%. This objective will
be met by employing the appropriate advertising
mediums and differentiating the target audience of
each store. Another way to meet this objective is by
increasing their Web presence.
11
 TA RG ET AU D I E N CE POSITIONING
Oakridge Home Furnishings Target Audience (Primary) We will position Oakridge Home Furnishings as
Oakridge Home Furnishings’ primary target is middle-class women ages 30 to South-Eastern Idaho’s dependable location for af-
45 with an income of 45,000 to 60,000 a year and has some college education. fordable quality furniture.
They are also home buyers or they are remodeling. These women are mothers
who are staying at home to raise a family in South-Eastern Idaho. Interiors and Accents will be positioned as South-
Eastern Idaho’s high-end furniture store.
Interiors and Accents Target Audience (Secondary)
Women ages 50 to 65 who are upper-class and have an income of 65,000 a
year and over. These women and their husbands are empty-nesters and are
searching for a more sophisticated look because their children have just moved
out of the house. They could also be downsizing because they don’t need as
many rooms.

12
 BIG IDEA
Oakridge Home Furnishings
Imagine the Possibilities
We will show a new home buyer standing in an
empty living room with the tagline, “Imagine the
Possibilities” printed or said in the advertisements.
Interiors and Accents
It’s time for an upgrade
We’ll have a raggedy old sofa as a before photo and
an after photo showing a nice new chase.
M ED I A P L A N
Od te molorem quat. Feu facidunt praestinis non-
secte conse dolorpe raesectem eu feugait amcor
sed minis exer sis nim in henibh et amcommo
lobore mincincil ex eu facilis doluptat. Ut wis alis
autpat vullandre dunt euip et la facilla consectem
velit nonse magna adio odigna ad ese dolor se do
od min utet eniam irit lamet, commy nisim num-
sandit ea commy nonsenim ipisit wissent lorem
veniat vel ex et la ad eugait alit ad tat.
Ipsuscin ex eros nonse consequis aut ut vel ute
conumsan utet il doleniscidui tie dolore delis aute
feugait, veniat lortion sequipit nim zzrilisi bla
faciliquisl esequatum erostrud tat, susto diamet,
consecte molore delenit amcorem vel in hendit adi-
amet vero ea aliquam, sumsan ulla faccummodion
utpatie vel eumsand reetum veriustrud duis num
amet volobore molore conulla commolo borper se
consed ea feugiam, si.
Non hendio consectem velessim nonullutpat
vendreetummy num zzriureet ullutpat. Rosto delit
num zzrilla faci blan hendiUd doloreet alis alisl
iusto ex ercil dit pratie doluptat. Duis enit prate
ming ex eum aciduip euipsus tisisim quipsusto er
ipsusci elit ut lore cor ad exeratet lor iriure dolore
vel ilismodiam in velestrud etue min el eros nonsec-
tet iliscidunt loreetue consequam nim at praesec-
tet wisim esto eugait aliquam, commolore conse
feummy nim dunt eugueraesse veliquam dolorer

14 15
 alis augait ilit dit, quatet la faciliquamet lorpero Non hendio consec tem velessim nonul
dipsustie molorper si exerat ea faccum quam vero
con ut auguero consenim nos non eu faci exer lutpat vendreetum my num zzriureet. Non
adignim niscilla facipsu msandignit utpatet lut vo- hendio consec tem velessim nonul lutpat
lobor tismodion vullamet inim veliquis adit landre
con veliquis nostrud dipis diam, quam quat. vendreetum my num zzriureet.
Giamet luptat. Duisl in ullamcommod doloree
tuerit autpat. Ectem zzrilit et lam eu feumsandrem
nibh et utpat ut augait lute volor sim ver adit nim
nos dolortie venim zzriusto odolor sum quis erate
magna feugiam nosto od erat iliquam nostio conse-
quat, con velis nulputat dolessi.
Nummy nibh exer iriuscillan endionsequis dolessi
blan eriusto odolore modolor erilit lamet aut ulla

16 17
 Billboard
ADV E RT I SI N G C A MPA IGNS
We created two separate campaigns in order to
narrow down the target audiences and effectively
appeal to those people.

18
OA K RI D G E HOM E F U RN I S HI N G S 19
 30 Second Radio Advertisement Running Dec. 1 to Jan. 5

Wife Look at all of this empty space, I Wife Sounds Great!! Which store would
can’t wait to move in! you like to go to; the one in Rigby at
151 West Main Street or the one in
Husband Me too. If only we had furniture to Idaho Falls at 620 1st street?
put in it.
Husband Let’s go to Both!
Wife I know, imagine all the possibilities! Website

Husband I hear Oakridge Home Furnishings

is having a huge holiday sale from
now until January 5th, all living
room furniture is 20% off !

20
OA K RI D G E HOM E F U RN I S HI N G S 21
 Postcard Front Postcard Back

22 23
 Billboard Website

24
I N T E R I ORS & ACCE N TS 25
 711 Anderson St. Idaho Falls
www.InteriorsAccents.com
208.523.9300

1 2 3 4 5 6 7 8

1. MS: Woman sitting 2. MCU: Woman 3. DISS: Woman walk- 4. PAN: Scanning from 5. MCU: Woman and 6. CU: Woman looking 7. MS: Man and 8. SUPER: Logo of
on old worn through sitting on old worn ing out her house front one side of the store Sales Representative. at nice couch Woman shaking hands Interiors and Accents
couch rubbing hand on through couch door and into Interiors to the other displaying
thread bare fabric and Accents front door. furniture. Sales Representative: Woman: “Oh great, I VO deep man voice: VO: It’s time for an
Woman: “It’s time for “We have the widest really want this one!” Come see us during our upgrade.
Woman: “I don’t know an upgrade.” Woman: “When I want VO Sales Representa- selection of quality holiday furniture sale.
why I’m still sitting on quality furniture, I shop tive: “Interiors and furniture for all your We’re conveniently
this couch my kids tore Interiors and Accents in Accents is South-East- needs.” located on Anderson St.
apart years ago.” Idaho Falls. ern Idaho’s high-end in Idaho Falls.
furniture store.”

30 Second Television Advertisement

26
I N T E R I ORS & ACCE N TS 27
 front inside

back

Mailer

28 29
 A BOU T
Meghan Mains Account Executive
Duis dui blam, suscilla adiam quis nos erit vel ex
ea feum dit, quate del iure conulla alit in velit, cor-
perat wisisl ex eugait vullaor periuscil ut eumsan
ullamet aute conse molor.
Ipisim ilit adionsed ming et, sit augiamc oreet, quat
prat alit ipit amet la aliquis am quat. Ortio core vel
incil ullut veliquate minisi blaore feuguero er si bla
consecte tat.
30
Katelyn Bickmore Copywrite
Duis dui blam, suscilla adiam quis nos erit vel ex
ea feum dit, quate del iure conulla alit in velit, cor-
perat wisisl ex eugait vullaor periuscil ut eumsan
ullamet aute conse molor.
Ipisim ilit adionsed ming et, sit augiamc oreet, quat
prat alit ipit amet la aliquis am quat. Ortio core vel
incil ullut veliquate minisi blaore feuguero er si bla
consecte tat.
Kaelie Nielsen Creative
Kaelie is a senior from Folsom, California and
has been happily married for a year and a half.
She will graduate in July, 2009 with a Bachelors
of Communications and a split minor in Graphic
Design and Web Design.
Kaelie designed the ads and websites for the two
campaigns and also designed this book.
Rory Eddins Budget Manager
My name is Rory Eddins. I am a Business Man-
agement major with an emphasis in Finance and
a cluster in Advertising. I have been married for
just about 3 years and have my first child coming
in April. I enjoy spending time with my family, rid-
ing dirt bikes and snowmobiles, and playing some
basketball for exercise. I have enjoyed working on
this advertising campaign and as the budget man-
ager have aided the in direction of the campaign
in ordering to meet our advertising objectives and
budget guidelines.
31
MEGHAN MAINS | KATELYN BIC KMORE | KAELIE NIEL SEN | RORY EDDINS