BALL OF OXFORD

Artful Creations for All Occasions

James Gabbard and Joanna Spencer

STRENGTHS
 Fresh Flowers – delivered daily
 Variety of products
 Delivery anywhere – FTD
 Location
WEAKNESSES
 Price
 Intimidating Atmosphere
 Location
OPPORTUNITIES
 Location
 FTD Wire Service

 Out of town shows – handpicked products

THREATS
 Kroger and Oxford Flower and Sorority Gift Shop
 Economy – higher prices

 Uptown Gift Shops

COMPETITION
 Kroger
 Oxford Flower and Sorority Gift Shop

 Uptown Gift Shops

 National Online Flower Websites

 Nurseries
TARGET AUDIENCE &
ADVERTISING OBJECTIVES
 Oxford Residents: Men & Women 30+
 Increase flower sales 15% by December 2010

 Broaden return customers via Facebook

 Specifically expand male clientele

SALES THEME & SLOGAN
 Sales Theme
 Freshness and uniqueness

 Slogan:
 Old slogan: “The art of flowers and gifts”
 “Artful creations for all occasions”
RADIO SPOTS
 Client is superior to grocery stores and chains
 Spot #1: Prom scenario
 Problem-Solution

 Spot #2: Mother’s Day

 Product as star
 Both target annual occasions and holidays – which can be
continued throughout the year through other ads
 Both target men and women – our target audience
TV AD
 Product as Star
 Show the care taken in arranging flowers

 Get a good view of the store as an arrangement heads out

for delivery
AUDIO: (SFX: SOFT MUSIC PLAYS THROUGHOUT) “a rose can be beautiful
in so many settings…”
VIDEO: begin with close up shot of a rose being placed in a bouquet
AUDIO: (SFX: MUSIC CONTINUES) “it can stand alone in its beauty…”
VIDEO: slow zoom out from that rose as we see that its been placed among others. More are
added in the background.
AUDIO: (SFX: MUSIC CONTINUES) “but as it joins others in a bouquet, it becomes the
most beautiful.”
VIDEO: zoom out continues as the finishing touches are placed on the arrangement.
AUDIO: (SFX: MUSIC CONTINUES) “here at Ball of Oxford, we know the
importance of creativity and fresh flowers”
VIDEO: slow zoom out continues as we begin to see the finished product and a worker
still finalizing
AUDIO: (SFX: MUSIC CONTINUES) “that’s why our flowers are delivered fresh daily…”
VIDEO: slow zoom out continues as we are now able to see more and more flowers surrounding the
main arrangement. Florist picks up arrangement
AUDIO: (SFX: MUSIC CONTINUES) “and keep them at the optimum temperature for freshness”
VIDEO: as florist picks up the arrangement and heads out the door, the camera follows and in turn sees the rest
of the flowers.
AUDIO: (SFX: MUSIC
CONTINUES) “and offer next
day delivery…”
VIDEO: follow florist through
doors to see the shop as they
make their way to the front
doors
AUDIO: (SFX: MUSIC CONTINUES) “to eight cities in Southwest Ohio and Southeast Indiana”
VIDEO: continue to follow the florist carrying the arrangement toward the front of the store
AUDIO: (SFX: MUSIC CONTINUES) “or stop in for a bouquet and unique gift…
VIDEO: as we have followed the florist and seen them head toward the door, the camera pans pack
around to get a shot of the whole store
AUDIO: (SFX: MUSIC
CONTINUES) “we are located at
105 West Spring Street in Oxford
near Patterson’s Café.”
VIDEO: now the camera is outside
and starts zoomed in on the sign and
slowly zooms out
AUDIO: (SFX: MUSIC
CONTINUES) “Ball of Oxford.
Artful creations for all occasions.”
VIDEO: we now see the full zoom
out of the store front and the florist
with the bouquet walks out of the
store and out of the frame.
PRINT AD
 Printed in Oxford Press, Dayton Daily News, Other local
newspapers and local gender neutral magazines
 Printed in color – costs more but will grab attention of
reader
INTERNET AD
 Facebook is most effective
 Can target the audience who sees it

 Facebook is no longer just for young people – is

expanding in the older age groups more rapidly than
younger age groups
FACEBOOK REDESIGN
 Page can be vastly improved
 Info
 Picturesize and quality
 Number of Fans – finding customers –suggesting they
become fans
 Providing exclusive coupons and offers for fans
 Provide feedback outlet
 BALL OF OXFORD

Artful creations for all occasions