Creative Advertising Project

Taylor Conger
Taylor Aitchison

Table of Contents
1

Overview of Company________________________________________3
Mission Statement___________________________________________3
Objectives_________________________________________________4
Strategy Statement__________________________________________4
Copy Platform______________________________________________5
Power Copy________________________________________________8
Logo______________________________________________________8
Competition________________________________________________9
Driver____________________________________________________10
Landing Page for Driver______________________________________12
Driver Coupons____________________________________________12
Compelling Copy___________________________________________13
Home Page_______________________________________________13
Questionnaire_____________________________________________16
Coupons_________________________________________________17
Ad Words Campaign________________________________________18
Sidebar Advertisements_____________________________________19
Landing Pages_____________________________________________20
Social Media______________________________________________22
Rationale_________________________________________________24
Sources__________________________________________________26
Overview of Company
2202 College Street, Cedar Falls IA
319-432-7353
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www.DollysPartyBus.com

Dollys Party Bus is based out of Cedar Falls but will service customers from Waterloo,
Waverly, Cedar Rapids, Iowa City, Charles City, Independence, and New Hampton. The
company is owned by Brent Dahlstrom and Nick Sorbe. Nick manages the company in
the Cedar Falls office.

Dollys provides safe and affordable transportation for weddings, bachelor and
bachelorette parties, bar crawls, birthday parties, and tailgating trips. They have a
variety of buses and limos ranging in different sizes and styles for consumers to choose.

Mission Statement
Dollys Party Bus does not have a mission statement, so we decided to create one that
we think demonstrates the companys values and slogan.

Dollys mission is to provide customers with safe, reliable and

entertaining transportation for every occasion.

Objectives
We will promote Dollys Party Bus by enhancing and expanding the advertising of the
company through increased promotions to consumers. The goal of these promotions

are to increase Dollys brand awareness throughout the state of Iowa to impact the
communities that they service.

Strategy Statement
Advertising for Dollys Party Bus will convince adults ages 21 to 35 in the Northeast
Iowa communities that Dollys serves that:
1.

Dollys is the bus and limo rental company for all your entertainment and

party needs
2. Dollys offers the best rental services for your money

Support for Statement 1: Dollys has a wide variety of rental busses, limos, and
hummers for all different occasions. They have large busses that can hold up to 50
passengers for large events and occasions. Dollys also has smaller busses that are
suitable for wedding parties and bachelor and bachelorette parties. Aside from party
busses, they also have limos and hummer limos available for rent. Dollys is the go-to
rental company for any occasion.

Support for Statement 2: Dollys provides monthly discounts and seasonal promotional
offers for their customers. The promotional coupons and offers are targeted towards the
specific publics that Dollys serves. By creating coupons that are specific to students, it
will ensure that the coupons achieve the desired views and a higher redeem rate.
Dollys also sends out coupons in the Cedar Valley community coupon books that are
mass distributed around the Cedar Valley and University of Northern Iowa campus.

Copy Platform
Creative Objectives
Key Fact: People want reliable, safe, and fun transportation

Consumer Problem: Consumers from out of town (not Cedar Valley) are being
targeted more by Dollys competitors in their local communities
Communication Objective: To advertise Dollys services more heavily outside
of the Cedar Valley

Target Audience
Demographics: Our direct target market is adults ages 21-35 ; College students,
bachelors, bachelorettes, and adults of legal drinking age that live in the
communities in Iowa that Dollys Party Bus services.
Psychographics: The main psychographic behaviors for Dollys customers
includes people who like to go out, have a good time, and enjoy the company of
others.
Behavioral: People who have rented Dollys buses or limos before and are
familiar with their rental process. If customers had a pleasant experience with
Dollys they will be more likely to rent again.

Our three segmented audiences are college students, bachelors or bachelorettes

and legally aged adults that reside in the seven towns where Dollys services, who also
like to go out and enjoy themselves. We plan to contact these people by referencing
the Cedar Falls Waterloo Courier, Cedar Falls Times, Cedar Rapids Gazette, Iowa City
Press-Citizen, New Hampton Tribune and other local newspapers and obtaining
engagement names and information. We will also reach out to venues that host
wedding shows and exchange contact information with couples who are interested in
renting from Dollys for their pre-wedding bachelor and bachelorette transportation or
wedding day transportation. Mailer coupons will be sent out these targeted individuals.
Legally aged adults ages 21-35 and college students will be referenced through
our social media sites. Facebook likes and Twitter followers will allow Dollys to access

the consumers public information such as birthdays and upcoming events. Online
coupons will be directly messaged via Facebook or Twitter to those who qualify.

Consumer Benefit
1.
2.
3.
4.

Reliable transportation for all your party needs

Affordable rental costs for college students
Convenient rental transportation for the state of Iowa
Fun atmosphere on all rental vehicles

Tone
The tone of Dollys Party Bus is a fun, lively, atmosphere. Each bus is designed with
unique features to provide a different environment for the individuals. Light shows, wrap
around seating, and decor accompany each bus to help make the rental experience as
fun and interactive as possible. Dollys main office is located on College Hill in Cedar
Falls, Iowa. The College Hill is a convenient location, near the University of Northern
Iowa, for college students to visit and fill out or return rental contracts for their next party
bus or limo.

Message Idea Statement

Most of Dollys consumers are from the Cedar Valley. Our main goal is to target
consumers from other communities outside of the Cedar Valley that Dollys services. To
achieve this objective, we will begin by targeting past customers that have rented from
Dollys. This will encourage them to rent again, or pass the offer along to friends and
family members. We will reference Dollys consumer database to find a list of

consumers who have previously rented. To expand Dollys circle of customers, we will
also add name, email, and address sign up forms to every bus and limo for passengers
to fill out. The sign up sheet will be optional to passengers, but will be highly
encouraged because it will provide them with future rental benefits. According to the
Journal of Advertising Research, 45% of people agree that advertising helps them keep
up to date about products and services. (Mehta, 69) Passengers who have a pleasant
experience with Dollys will be motivated to sign the sheet. The behavioral
characteristics of Dollys target audience are repeat customers, so we believe this will
be efficient to increase Dollys customer database. Aside from these tactics, Dollys
three social media sites will be beneficial to advertise to all of the communities that they
serve.

Power Copy
We decided to use the slogan that Dollys currently has because it relates to their
mission statement. Dollys is always providing a party, meaning you can always count
on them to be a reliable rental option. Party for the ride describes the fun, entertaining
environment that all of Dollys busses and limos have.

Always Providing a Party for the Ride!

Logo

The Dollys Party Bus logo is integrated throughout all promotional materials: landing
pages, coupons, drivers, and website. The Dollys logo is very simple, yet recognizable.
We dont think Dollys logo is always necessary to include on all materials, because the
name Dollys is very unique and often stands out among a list of other bus rental
company competitors. Brent Dahlstrom is known throughout the community as Dolly;
therefore the value of the companys name is more valuable than the logo itself.

Competition
Dollys direct competitors are other bus and limo rental companies that serve the same
towns and cities around Iowa.

1.

PR Party Lines

This bus rental company serves Ames, Des Moines, Iowa City, and Cedar Rapids. The
company has two offices in Cumming, Iowa and Coralville, Iowa. PR Party Lines
mission to to provide service to stop drinking and driving. While they do not encourage
drinking, they provide safe transportation to get you home safe if you are drinking. Their
services range from Des Moines and Iowa City party buses to limos for weddings,
bachelor and bachelorette parties, wine tours & corporate events.

2.

Xtreme Fun Bus

This company is based out of Cedar Falls and Waterloo. Although they will go almost
anywhere in Iowa, the cities they normally service are Cedar Falls, Waterloo, Iowa City,
Waverly, Independence, New Hampton, Hampton, Charles City, Marshalltown, Grundy
Center, Mason City, Cedar Rapids, and all the smaller towns in between. They provide
safe transportation for special events such as: birthday parties, corporate events,
bachelor and bachelorette parties, weddings, prom, anniversary, kids and teen parties,
tailgating, a night out on the town, or whatever else you need to party safely. Their
website says, Cedar Falls and Waterloo areas best and most fun party bus. Slogan:
Where YOU decide when the party stops!!

Driver / Incentive

Driver 1: Mass market entire audience

Driver 2: Brides, grooms, bachelors, bachelorettes

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Driver 3: Students

Driver 4: Large groups, adults of legal drinking age

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Landing Page for

Driver

Driver

Coupons

12

Compelling Copy
The Winter Special driver gives customers an incentive to visit the website before
February 28, and receive 15% off their rental. The expiration date makes the
consumers action urgent. If they visit Dollys before February 28, they will be rewarded
with the Dollys Winter Special. Winter season tends to be a time when business is
slower at Dollys, therefore, the 15% Winter Special will help to attract customers during
the slower season.

Home Page
The Dollys Party Bus home page is clean and concise with a picture slideshow
displaying multiple busses and limos that the company has to offer. Dollys contact
information is available on each page. The site also offers many pictures of each bus
and limo, giving potential customers a detailed preview of the product before deciding to
rent. Dollys Twitter, Facebook, and Instagram logos and links are displayed at the
bottom of each page, giving viewers easy access to their social media sites. Dollys
page is very consumer friendly. It offers a FAQ tab that tells about specials, payments,
and rental packages.

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Dollys homepage needs a driver that offers an incentive for consumers to click on and
give them a discount on their next rental. Instead of offering a discount on every rental,
Dollys will offer seasonal discounts such as, Winter Special, that provides consumers
with a 15% savings on their next rental. Dollys currently offers discounted wedding
packages and pricing year round to accommodate one of their most valued group of
renters.

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Website Homepage Before Landing Page

Website Homepage with Landing Page

15

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When customers click on the drivers, they will be directed to Dollys website where they
can view the landing page. After clicking the landing page, they will be directed to a
short questionnaire. After completing the questionnaire, they will receive a coupon.
The coupon is available to print and will also have an online code that consumers can
enter if they are reserving the bus online or over the phone. The printed coupon can be
redeemed the day of the event when the remainder of the rental payment is due.

Questionnaire

1.
2.
3.

When was the last time you rented from Dollys Party Bus?
How many times in the past year have you rented from Dollys Party Bus?
How much money on average have you spent on Dollys Party Bus

rentals?
4. When was the last time you rented from a company other than Dollys
Party Bus?
5. How often do you spend money on bus rentals other than Dollys Party
Bus?
6. How much money do you spend on bus and limo rental services other
than Dollys Party Bus?

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Coupons

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Ad

Words

Campaign
Keyword (by
relevance)

Avg. Monthly
Searches

Competition

Party Bus

74,000

Medium

6,600

High

6,600

High

3,600

High

1,900

High

Party Bus Prices

Bus Rental
Limo Rentals
Bus Rentals

19

Wedding Transportation
1,300

Medium

320

High

260

High

110

High

390

Medium

110

Medium

30

High

20

High

30

High

30

High

20

Medium

Party Bus Rates

Birthday Party Bus
Hummer Rentals
Dolly's Party Bus
Group Transportation
Party Bus Discounts
Party Buses in Iowa
Bachelor Party
Transportation
Bachelorette Party
Transportation
Iowa Party Bus
Cedar Valley Bus Rental
0
Cedar Falls and
Waterloo Bus Rental

Northern Iowa Bus

Rentals

Sidebar Advertisements
Bus Rental

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Rent 5 Hours, Get One Free

www.dollyspartybus.com
Make Your Reservation Today!
Limo Rentals
$50 Off Wedding Limo Rentals
www.dollyspartybus.com
Dollys Will Make Your Big Day
Even More Special - Call today!
Dollys Party Bus
$100 Off VIP Bus Rentals
www.dollyspartybus.com
(319) 432-7353

We chose bus rental, limo rentals, and Dollys party bus from the list of possible
keyword searches. These three options are broad enough to return a significant amount
of clicks on Google Ads, but still narrow enough to expand Dollys consumer base in
Iowa.

Landing Pages

21

22

Social
Media
Facebook
Page:

23

Twitter Page:

24

Instagram:

Dollys Party Bus rental company has a Facebook, Twitter, and Instagram page. On
these social media sites, they post seasonal discounts, offers and coupons. The

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Facebook and Instagram pages are used to advertise pictures of Dollys wide variety of
bus and limo transportation options. The social media sites also give weekly specials
and limited time offers that encourage customers to call or go online and rent
immediately to receive the special offers.

Rationale
The very first step was to decide on the specific audiences that we wanted to target.
After we decided on the three separate audiences, we constructed promotional
strategies that we felt would be suitable to reach the specific consumers. We specified
the demographics, psychographics, and behavioral characteristics of the different
audiences. We formulated strategies to contact and obtain information from prospective
Dollys consumers. Next, we created a mission statement that describes Dollys three
main values: safety, reliability, and entertainment. We focused on these values when
we decided to keep Dollys original slogan. Our main objective for this advertising
campaign is to enhance and expand Dollys advertisements throughout the state of
Iowa. The brand awareness of Dollys name and logo is very important in order to
achieve this main objective. Our strategy statement focuses on adults in the state of
Iowa ages 21 to 35 that live in communities that Dollys services. We will convince them
that Dollys is the bus and rental company for all their rental needs, and Dollys offers

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the best rental services for their money. We identified Dollys main competitors and
analyzed their websites, social media, and google ads, to help us create Dollys drivers
and landing pages. We created one main driver and three separate drivers. The main
driver is mass targeted to all three audiences. The other drivers were specifically
created to reach a group of consumers. The drivers correspond to Dollys logo colors
and text scheme that is used on their homepage. When consumers click on the driver,
they will be directed to Dollys homepage, where they can view the corresponding
landing page. After clicking on the landing pages, homepage visitors will be directed to
a questionnaire that contains 6 questions about Dollys in comparison to a similar rental
company. After completing the short questionnaire, they will be directed to the coupon.
We created four separate coupons that benefit different consumer groups. Next, we
created an ad words campaign. We decided to choose bus rental, limo rentals, and
Dollys Party Bus as our ad words of choice. We created sidebar advertisements that
corresponded with the ad words we chose. The sidebar advertisements included
Dollys website URL and a short incentive phrase or contact information to entice
Internet browsers to click on the link. Dollys previously had Facebook, Twitter and
Instagram pages. Through their social media, they advertise discounts, coupons, and
limited time offers for people who like their page or follow them. Photos of their rental
vehicles are also displayed for consumers to view.

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Sources
"Cedar Falls & Waterloo Party Bus - Iowa Party Bus - Dollys Party Bus." Dollys Party
Bus RSS. Word Press Design, 2014. Web. 02 Dec. 2014. <http://dollyspartybus.com/>.
"Home Page." Xtremefunbus. N.p., n.d. Web. 03 Dec. 2014.
<http://www.xtremefunbus.com/>
Mehta, Abhilasha. Advertising Attitudes and Advertising Effectiveness. Journal of
Advertising and Research (June 2000): 67-72 Web. 2 Dec. 2014..
"Prpartylines.com." Prpartylinescom RSS. N.p., n.d. Web. 03 Dec. 2014.
<http://prpartylines.com/>
Samu, Sridhar, H. Shanker Krishnan, and Robert E. Smith. "Using Advertising Alliances
for New Product Introduction: Interactions between Product Complementarity and
Promotional Strategies." Journal of Marketing63.1 (1999): 57-74. JSTOR. Web. 2 Dec.
2014.

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