pace lightingproposal

Pace LightingFrank Bartlett, CEO7 Southern Oaks CourtSavannah, GA 31405Phone: 912-920-4090Web: PaceLighting.com

11 Dec 2013 PACE Lighting

13 December 2013 PACE LIGHTINGpage 2

About Our CompanyBE INSPIRED. TOUCH IT. FEEL IT. LIVE IT. Pace Lighting, a full-service lighting showroom, specializes in the art and beauty of lighting, heating and cooling systems, window shades, and lighting controls. Owned and operated by Frank Bartlett, CEO and family, our headquarters is located in Savannah, GA. As third time recipients of the National Lighting Showroom of the Year Award (2010, 2012, 2013), we intend to let our previous work speak for itself.“We’ve showcased an abundance of breathtaking lighting options at all budget levels to demonstrate how the right fixture should look, work, and feel in your home.”

- PaceLighting.comGOAL – Introduce our company to potential clients and businesses and build a solid customer base in the Fairfax and Northern Virginia areas while preparing for our grand opening.

Target DemographicOur target customers are those living in Fairfax, VA and surrounding Northern Virginia areas. We have prices affordable from blue-collar workers to white-collar professional homeowners looking to renovate the look and feel of their home or simply upgrade.

Fairfax VA, Avg. Annual Income HouseholdUnder $25,000 7.2%$25000-$49,000 11.4%$50,000-$74,000 14.2%$75,000-$99,000 13.3%$100,000-$149,000 21.3%$150,000 or more 32.6%Median Income $107,096

Summer Williams

Pace Lighting.

Most Qualified.

3x Showroom of the Year Recipient.

Owned and operated by lighting and electricity

professionals.

Most Competitive.Providing high quality

products at wholesale costs.


We are looking to engage business with professional homeowners ages 30-60 as well as businesses in the Fairfax, VA area. Our prices range from $50 to well over $1000 for one piece, depending on the look and quality of that item.

About Our CompetitionWhile there are other establishments in the northern Virginia area that specialize in lighting, many of them are limited to one category. Our company, however, offers lighting fixtures ranging from regular consumers to commercial professionals. Simply put, our direct competition just does not offer as much variety as we do.

DIRECT COMPETITION

Burgess Lighting – Forestville, MD

Dulles Electric – Sterling, VA

Lamp and Lighting Gallery – Fairfax, VA

Alexandria Lighting and Supply – Alexandria, VA

Annapolis Lighting – Fairfax, VA

Ferguson Bath and Kitchen Light – Chantilly, VA

We don’t only sell generic brands or types of lighting that are more generally used; we offer brands and categories of lights of all kinds. Our indirect competition shouldn’t even be considered competition because their main concern and focus is not lighting, but the selling of home good items in general.

INDIRECT COMPETITION

Lowe’s

Home Depot

IKEA

AdvertisingTOTAL BUDGET - $10,000

Northern Virginia Magazine is the first choice is advertising space because this magazine caters directly to the target demographic – homeowners in the Northern VA area. As the average household income of the magazine’s readers is well over $200,000 who own homes at an average value of $550,000, this magazine reaches out to the ideal potential clients we would like to engage

Summer Williams


in business with because this demographic provides the clients who are most likely to invest in upgrading and renovating their home. Since this magazine is circulated both directly to residents and businesses as well as newsstands, advertising with this magazine is sure to put our name out and reach possible clients beyond the intended ones. We would like to begin advertising before the beginning of the summer to reach our clients in time for when they renovate their house during their summer vacations.

Home and Design Section – 703.288.0204 / [email protected]

1/3 Square-2x-FULL COLOR / $5,340 / March 2014 (deadline February 1, 2014)

150,000+ Total Readerships

$236,720 Average Household Income

$550,000+ Average Home Value

92.1% of readers are homeowners

40,000 print circulation:

-20,000 residents, businesses in Northern VA (spas, salons, medical offices)

-20,000 newsstands

Fairfax County Times is the second choice in advertising space because this newspaper has a wide circulation of 105,000. This newspaper gets into more homes than any weekly newspaper in Northern Virginia. As this newspaper is published every Friday and distributed every week, this would be a effective way to not only reach potential clients with our business and services but also to remind them about our upcoming grand opening, on a weekly basis. This newspaper caters to multiple cities across Northern Virginia, ensuring that our brand is reached across a variety of potential clients at different average household income, as we have different levels of product at different price points to allow even those renting looking to buy high quality lights and lamps to come in and find out about our showroom. To be sure that the attention of the reader is captured, the front-page sticky notes are an effective way to stand out from the other advertisers in the newspaper. Advertising through the months of February and March will help to gain recognition to our company before our mid-summertime grand opening.

Advertising Section – 571.323.6212 / [email protected]

Front-Page Sticky Notes –FULL COLOR / $49.00 CPM at 10,000 impressions = $495 each issue running 2x a month for 2 months straight = $1960/ 15-day order time prior to print date (ordered beginning February 4, 2014 in time for the February 19, 2014 deadline to be ran in the February 21, 2014 issue and continuing every 2 weeks for 2 months)

Summer Williams


Coverage in Virginia cities including: Fairfax, McLean, Vienna, Reston, Herndon, Oakton, Chantilly, Centreville, and Clifton.

105,000 Total Circulations

Print Flyers is the third choice in advertising because the best way to make a new business or company known is to tell people about it and what better way than fliers that reflect the taste ad works that the company is capable of producing. The flyers will feature high quality and full color photos of our previous works (as seen in the ad on the cover page) and be given out to potential clients in Fairfax neighborhoods. These will be mailed directly to clients with the remaining money as well as posted in high-end community meeting center billboards. These flyers placed in the offices of real estate agents in the Fairfax area for their clients to further investigate upon in their leisure.

4x6 Leaf Cut Flyers / 14pt. Cardstock Gloss / Front and Back – FULL COLOR – www.uprinting.com

10,000 copies shipping in 4 business days in February 2014 = $1353 (including shipping and handling)

Summer Williams


Works Cited"Arlington Magazine 2013 Media Kit." Arlington Magazine. N.p., 2013. Web. 7 Dec. 2013.

"Brilliantly Inspired Lighting & Design." Pace Lighting Inc. N.p., 2013. Web. 7 Dec. 2013.

"Economic and Demographic Information - Fairfax County, Virginia." Economic and Demographic Information - Fairfax County, Virginia. Fairfax County, n.d. Web. 7 Dec. 2013.

"Fairfax Times 2013 Mediakit." Mediakit. Fairfax County Times, 2013. Web. 5 Dec. 2013.

"Full-Service Lighting Showroom." Thumbtack. N.p., n.d. Web. 8 Dec. 2013.

"Lighting Showrooms in the Washington DC Area." Lighting Showrooms in the Washington DC Area. N.p., n.d. Web. 7 Dec. 2013.

"Northern Virginia Magazine." Mediakit. Northern Virginia Magazine, n.d. Web. 2 Dec. 2013.

Summer Williams

pace lightingproposal

Documents