Budget Breakdown

We broke our budget down into two tiers. Our first tier of the budget demonstrates the
advertising/marketing budget before we have implemented our new ideas. We started by getting
an estimated quote from Mike Raymond, App FC GM, and set our initial tier 1 budget at $1,000
annually. Based upon previous marketing and advertising efforts by App FC most of their
advertising was organic social media posts and in store marketing/at game marketing. In store
marketing comes from seasonal sales that App FC uses such as: St. Patrick's day sales, playoff
sales etc. Organic social media was their most utilized form of advertising and was unique in a
way that they didn't have to pay for their content.
Tier 2 budget is where things really get broken down. Our tier 2 marketing budget totaled
out to be $12,540 after we implemented our ideas and researched ballpark numbers for what
we think that would look like. We start up with revamping of our traditional marketing and local
strategy.We are planning on utilizing billboard marketing for our campaign. The billboard will
feature our big idea, Sassy, and slowly introduce her to the target audience here in the high
country. A typical billboard in Boone, according to Times Media, costs about $825 to put up. We
are putting one up in April to kickoff the season and another one in August to close the season
out but keep it on people's minds. We will implement our idea to create a custom wrap for our
campaign and will wrap a bus in Boone here for $600. This wrap will be the kickstart to our
campaign. After May, to reduce costs, we will only be utilizing the $150 a month ads we can
place on a bus here. We chose May to hit the hardest because it is the start of our App FC
season and with students still in school it's a good time to take advantage of our opportunity to
reach them.
In terms of mobile marketing we have decided to keep our organic social media posts
high. Instagram and Facebook are the two most popular platforms for our target audience and
we plan to continue posting content on them. With App FC having a solid presence on social
media, we have decided to now implement a new paid media section into our budget. This paid
media section will prove to be efficient and it is the most invested in advertising idea that we are
proposing in our tier 2 budget. We are investing a total of $8,100 into our paid media advertising
for the upcoming calendar year due to the effectiveness of social media paid ads. “The average
U.S. social media buyer is projected to spend $779 via social networks in 2024, and $937 in
2025.” (Insider Intelligence, 2022). The top two social media channels based on potential ad
reach are Facebook, and Instagram. (Data Report, 2023). These two platforms, our main social
media channels, provide us with an inexcusable opportunity to advertise on and to advertise
hard on. That is why we have proposed to include paid media ads on both platforms which costs
around $450 a month per platform for a company to manage and produce these ads. We want
these ads running all year every month because we believe it will produce the biggest results. A
way that we can track this is by KPI’s like conversion rates, CTR, total impressions etc.
Similar to our tier 1 budget, we will be advertising seasonal sales. These include:
Summer, Christmas, Playoff, and others. During these unique times we will advertise on
holidays, if App FC makes it to the playoffs, and around christmas time due to high volume of
gift shopping. We are only investing $290 total into this because while it isn't our priority, it is
important to take advantage of these holidays because they tend to produce an uptick in traffic.
These seasonal marketing efforts will consist of things such as: discounts in store, and online
coupons for merchandise etc. The last thing to touch on is just some money set aside for
general marketing. This is a broad topic but we want to make a small fund for marketing
opportunities that can come up during the season. This also includes some on the spot
advertising, for example deciding to sponsor a little league game or a soccer camp, free t-shirt
night at a game etc.

References

Advertising. AppalCART. (n.d.). https://www.appalcart.com/advertising

Boone’s Premiere Outdoor Advertising Agency. Boone Billboard Costs | Billboard

Advertising in Boone, NC. (n.d.). https://www.timesoohmedia.com/billboard-costs/nc/boone.php

Kemp, S. (2023, July 20). Digital 2023 July global statshot report - datareportal – global
digital insights. DataReportal. https://datareportal.com/reports/digital-2023-july-global-statshot

Lebow, S. (2022, September 16). US social buyers are spending more than ever.
EMARKETER. https://www.emarketer.com/content/us-social-buyers-spending-more-than-ever