Media Plan PresentationJeff Heilig

Brayden Vandermaarl Stefan Barsony

Abhijith AS

Agenda

● Market Analysis

● Media Objectives

● Media Rationale

● Media Execution

● Blocking Chart

Current Users

Adults 18-24

HHI $100,000+

Current Users

● Aged 18-24 (24.3% vert, 221 index)

● Men and Women○ Men (46.7% vert, 95 index)

○ Women (53.3% vert, 105 index)

● HHI $100,000+ (33% vert, 100 index)○ Likely lives at home

Age Brand/Category

● 18-24 and 25-34 are the top segments for both brand and category and together account for 45.9% of brand users

● 18-24 is the top segment for brand users

● 25-34 is the top segment for category users

● 35-49 is has the third highest percentage of both brand and category users

Age Brand/Category

HHI Brand/Category

Current Users: HHI

● They are 31.85% of the Canadian population● The second biggest is <$25,000 at 19.4% of current users● This group is 57% more likely to eat AWAKE Chocolate

○ This most likely represents the target segment that has moved out and no longer lives with their family

● The $100,000+ group makes up 33% of current users

○ This most likely shows that most of the target still lives with their family

● The index of 100 indicates this group isn’t more likely or less likely to eat AWAKE Chocolate

Gender Brand/Category

Current Users: Gender

● While the genders are equal in Canada, men dominate the energy drink market● 69% of males to 31% of females● Men are 40% more likely to use energy drinks● Women are 39% less likely to use energy drinks● Women use AWAKE Chocolate 6.6% more than men● Women are 5% more likely and men 5% less likely to use AWAKE Chocolate

Toronto:136 BDI

Ottawa:186 BDI

Montreal:76 BDI

Quebec City:22 BDI

Calgary:65 BDI

Edmonton:234 BDI

Vancouver:66 BDI

Assigned Target

18-34

Assigned Target: Media Habits

Assigned Target: Media Habits● Medium/Heavy-Heavy Online users (303)

● Medium/Heavy-Heavy Magazine readers (290)

● Medium/Light Newspaper readers (241)

● Medium/Light Radio listeners (168)

● Light TV watchers (161)

Assigned Target: OOH Media Habits

Assigned Target: OOH Media Habits● 38% of the target has used public transit in the past four weeks

● The target is 54% more likely to have used transit in the past four weeks when compared to the average Canadian

● Over a third of the target is relying on public transit in their day to day lives

Media Objectives: Online

Reach 24.23%

Frequency 2.2

4.2 million weekly impressions

39.2 million Total impressions

Media Objectives: Online

● With online advertising, reach 24.23% of college students in Canada weekly an average of 2.2 times during the exam months of December and April

● With online advertising, achieve 4.2 million weekly impressions across our online vehicles during the exam months of December and April

● For the online campaign overall, achieve 39.2 million impressions across our web portals and streaming video during the exam months of December and April

Media Objectives: OOH

25 Daily GRPs

1427 Faces

50 Daily GRPs

Media Objectives: OOH● With Transit Exterior posters, reach 25 daily GRPs in heavy transit regions in

Halifax, Ottawa, Toronto, Winnipeg, Calgary, and Edmonton during the exam months of December and April

● With Transit Shelter, reach 50 daily GRPs in heavy transit regions in Toronto, Hamilton, London, Windsor, Winnipeg, Calgary, Edmonton and Vancouver during the exam months of December and April

● With Campus: Network classics, 1427 faces available in heavy transit regions in select cities during the exam months of December and April

78.17%5.4

Reach

Frequency

Media Rationale: Online

Online is a visual medium

Online ads can be delivered any time

Media Rationale: Online

● Online is a visual medium. ○ Online advertising showcases the product, benefit or key message of the ad in a visual way

using images, video and audio.

○ Being a confectionary food product, it is important that AWAKE products be showcased in a

visual and appealing way. Online ads allows for the products to be seen in detail with video and audio in order to showcase the product in an attractive manner.

● Online ads can be delivered any time.○ Online ads can be placed at the time where advertiser wishes and not go through any lead

time process like other forms of media. ○ Ads could be delivered when the target is most receptive to the benefits of AWAKE.

Media Rationale: Online

Online is easily measurable

Media Rationale: Online

● Online is easily measurable.○ The effectiveness of an online campaign can be easily measured by the Click Through Rate

and conversion rate.

○ Changes can be made by AWAKE chocolate to the online ads based on data created such as CTR and conversion.

Media Rationale: Online

OOH offers mass reach

The target are strong transit users

Media Rationale: OOH

● OOH offers mass reach. ○ OOH ads offer high reach potential, allowing for mass reach campaigns.

○ In order to raise awareness of the brand, it is important that AWAKE focuses on mass reach.

Focusing on reach helps AWAKE impact as much of the target as possible and improve

awareness where it matters.

● Target uses transit.○ 45% of AWAKE’s target used public transit (in the past 4 weeks).

○ Target is likely to see AWAKE’s ad placements on buses and other public transit. This allows AWAKE to reach their target during their daily commute.

Media Rationale: Online

OOH ads can geographically target

college students

Media Rationale: OOH

● OOH offers geographic selectivity.○ OOH advertising offers detailed geographic selectivity, resulting in minimal wastage.

○ AWAKE has a very specific demographic of post-secondary students. This makes it easy to

geographically target them as OOH ads can be placed in and near college and university campuses offering minimal wastage.

Vehicle Rationale: Online

300x250 700,000 Weekly Impressions

700,000 Weekly Impressions

15-30 second Pre:Roll

Vehicle Rationale: Online

● Ad type/size: 300x250 / Pre-roll video (:15-:30 seconds)

● Timing: December and April (8 weeks)

● Markets: National

● Weight Level: 700,000 Gross Impressions

● Website:

○ Facebook, Blogspot, YouTube, MSN, Amazon.ca, ABC News,

Yahoo.ca

● Targeting Premium: 25% (Targeting college students)

Vehicle Rationale: OOH

25 Daily GRPs50 Daily GRPs

31-320 Faces

Vehicle Rationale: OOH

● Ad type/size:

○ Transit Exterior (King Posters and Headliner)

○ Transit Shelters

○ Campus Network: Classics (NewAD)

● Timing: December and April (8 weeks)

● Markets: National

● Weight Level:

○ Transit Exterior - 25 GRPs,

Transit Shelters - 50 GRPs

Vehicle Rationale: OOH

● Transit Exterior

○ Halifax, GTA, Ottawa, Winnipeg, Calgary, Edmonton

○ 25 Daily GRPs

● Transit Shelter

○ Toronto, Hamilton, London, Windsor, Winnipeg, Calgary, Edmonton,

Vancouver

○ 50 Daily GRPs

Vehicle Rationale: OOH

● Campus Network: Classics (NewAD)

○ Vancouver, Calgary, Edmonton, Toronto, Hamilton, London, Guelph,

Windsor, Montreal, Halifax

○ 31-320 faces depending on market

Media Execution: Blocking Chart

● Campus Network: Classics, Transit Exterior, Transit Shelter during exam time

● 300x250 box and Streaming Video Ad (16-30s) during exam time

● Take a Break Stay AWAKE Event during exam time

● Social Media Coverage Nov. 23 - April 25

Summary: Reach and Frequency

● Online will reach 24.23% of the target weekly● The target will see the online ads 2.2 weekly● Campaign will reach 78.17% of the target throughout the campaign● The target will see AWAKE ads 5.4 times during the campaign● OOH is not measureable

Reach Frequency

Weekly Online 24.3% 2.2

Campaign 78.17% 5.4

November December April

$372,207

12.5%

$1,116,620

37.5%

$1,488,828

50%

Summary: Spend by Month● Campaign will run during both winter and spring exam periods

● Budget is spread evenly between the two exam periods

● Winter exam period consists of the last week of November and first three weeks of December

● $372,207 (12.5%) is spent in November, $1,116,620 (37.5%) in December and $1,488,828 (50%) in April

Summary: Spend by Region

Summary: Spend by Region

Region Spending % of Budget

Ontario $1,106,128 60%

British Columbia $217,720 12%

Prairies $373,687 20%

Atlantic $34,710 2%

Quebec $108,960 6%

● Budget is based off available OOH ad space in select cities in each region

● Ontario is main priority followed by Prairies and BC

● Online is national and therefore not included

Appendix

● COMB Winter 2016 (January) and Numeris-RTS Fall 2015● Source: PMB 2014 Spring 2-Year Readership and Product Database● PMB 2015 Spring - 2 YR DATABASE (DE) Kantar Media 2015● Universities Canada. (2015). 2015 full-time and part-time fall enrolment at Canadian universities.

Available at○ http://www.univcan.ca/universities/facts-and-stats/enrolment-by-university/

● Aisch, G., Giratikanon, T. (Aug. 27 2014). Charting the Rise of Twitch. The New York Times. ○ http://www.nytimes.com/interactive/2014/08/26/technology/charting-the-rise-of-twitch.html

● ComScore. 2016.● Queen’s Entrepreneur Competition 2016. (2016). History - Who We Are. Available at

○ http://theqec.com/history/

Appendix

● Canadian Convenient Stores Assoication. 2015. Partners & Sponsors.○ Available at http://theccsa.ca/partners?language=en

● Singh, H. (Jun 29 2015). Awake Chocolate looks through Periscope. Strategy Magazine.

○ Available at http://strategyonline.ca/2015/06/29/awake-chocolate-looks-through-periscope/

● Queen’s Startup Summit 2016. (2016). Sponsors. Available at ○ http://startupqueens.org/sponsors.php