1. Monrovia Advertising Plan By Daniel Brockman for Introduction to Advertising Al Mattison, Instructor University of California November 29, 2010

2. S. W. O. T. Strengths – Distributed throughout USA – Well known premium quality reputation Weaknesses – Perceived as expensive Opportunities – FDM Financial Decision Maker not targeted by competitors Threats – Low barriers to entry – Low-price competitors

3. Target Customer 3 important roles – Gardener Designs, plants, maintains Deals with FDM – FDM Financial Decision Maker Approves purchase Traditionally overlooked target – Local Merchant Indirect target Deals with Gardener

4. Objectives Make Monrovia the preferred supplier in the mind of the FDM – Awareness – Familiarity – Preference – Satisfaction The Gardener should always present Monrovia as a choice

5. Media FDMs read business magazines.

6. Budget Raise awareness among FDMs Approve spring plantings Spring planting Summer planting Local Merchants winter trees Approve winter tree plantings Local Merchants plan for next year Raise awareness among FDMs JanFebMarAprMayJunJulAugSepOctNovDecTotal Business Magazines2.0%3.8%1.4% 1.2%0.6%0.3%0.2% 1.0%2.0%14% Home & Garden Magazines0.7%1.4%0.6% 0.5%0.2% 0.4%0.7%1.2%0.7% 8% Trade Press0.5%1.0%0.4% 0.3%0.2%0.5%1.0%2.2%3.5%1.5%0.5%12% Friday, Saturday Newspaper0.3%1.4%3.6% 3.0%3.4% 2.4%1.9%1.1%0.3% 25% Sunday Newspaper0.5%2.4%6.0% 5.0%5.6% 4.0%3.0%1.9%0.5% 41% Total4.0%10.0%12.0% 10.0% 8.0% 4.0% 100 % Note: 60% to 100% of Newspaper ad budget will fund co-op advertising with Local Merchants.

7. Testing and Evaluation Goal: Revenues increase modestly, levelling out about 5% to 10% higher, seasonally adjusted, after one year.