MEDIA PLAN

Connor Bishop

Alice Stinson

Drew Walker

Rebecca Weider

COM 213

INTRODUCTION

Presentation Topics: Media Plan Objectives

Reaching Media Objectives & Timeframe

Target Market Selection

Medium Selections & Rational

Overview of Media Plan

MEDIA OBJECTIVE &

TIMELINE

Objectives:

Increase market share by 10%

Increase revenue by 15%

Timeframe: June 2015 – November 2016

TARGET MARKET

Young Professionals

Age 18 -25 (male & female)

Tech savvy

Disposable income: $20K - $50K (annual)

TARGET MARKET

Media Plan LaunchLocation:

State of Florida All 67 counties

Timing: Peak of vacation season Peak purchasing period

MEDIA SELECTION &

TARGET MARKET EXPOSURE

Facebook Ads

December 2015 – November 2016

206 ads over 11 months

Special Promo: Black Friday

Expected unique impressions: 600

Television Ads

ESPN Sports Center PM November 2015* :30 Commercial “pre-holiday” season ads One week before Black Friday Frequency: one time – five consecutive days

* 2.26M (approx..) viewers 2014 [sportsmediawatch.com]

Magazine AdsWired Magazine

Full page: four color / bleed / glossy

First six months 2016

Reach based on sales

Why? Target Market still reads it

GALAXY NOTE 4 COMPETITIVE ANALYSIS

GALAXY NOTE 4 COMPETITORS

Apple iPad Amazon Kindle

Apple iPad Advertising Details

Budget: $1.2 Billion in FY 2014

Media Used: Product PlacementMovies & TV shows

OOH, print, broadcast, social media

…and now a word from our sponsor

Amazon Kindle Advertising Details

Budget: $245 Million FY 2014

Media Used: Product PlacementMovies & TV shows

OOH, print, broadcast,social media

Competition’s Media Delivery Schedule

Amazon Kindle 24/7 year round

Holidays

Graduation

Mother’s Day

Apple iPad 24/7 year round

Holiday

Graduation

Sporting Events

Super Bowl

TARGET AUDIENCE &

RECOMMENDATIONS

Demographics

Gender: non-specific. Age 18 -25

Ethnicity/Race: non-specific. Multicultural

Attending college or recent graduates

Young professionals

Florida resident or frequent visitor

TARGET AUDIENCE

MILLENNIALS

TARGET AUDIENCE MILLENNIALS

Psychographics

Tech savvy – multiscreen users

Entrepreneurs

Values self-expression & peer acceptance

Biggest financial challenge: student loans

Purchasing: The Decision Process

Shop as entertainment

70% purchases are peer influenced

52% make impulse purchases

60% research online before purchasing

TARGET AUDIENCE

MILLENNIALS

MILLENNIAL MEDIA HABITS

High Engagement Categories

Mobile devices and applications

Television and gaming

Internet and social media

Niche market magazines

MILLENNIAL MEDIA HABITS

Low Engagement Catagories

Radio

Newspaper

Most magazines

Frequency at its finest

MEDIA SELECTION RATIONAL

MEDIA SELECTION

Mediums & Vehicles Television Ads ESPN

Magazine Ads Wired

Social Media Ads Facebook

MAGAZINE ADS

Rational Magazine’s long life

TM enjoys technology articles

Vehicle Wired Magazine

First six months of 2016

Call to action Follow us on Facebook for

future promotions

TELEVISION ADS

Run Late November 2016

Rational Black Friday

Cyber Monday

Call to action Purchase

Mail in $50 rebate

FACEBOOK ADS

Rational TM online – 10 hours daily

Vehicle During television ads

Holiday season

Call to action Like us

Create content

Ad or video

MEDIA PLANCREATION & RELEASE

FLOWCHARTS

WIRED MAGAZINE ADTIMELINE

JUNE 2015 – JUNE 2016

2015 JUN JULY AUG SEPT OCT NOV DEC

2016 JAN

1/1

FEB

2/1

MAR

3/1

APR

4/1

MAY

5/1

JUN

6/1

1ST

RUN

2ND

RUN

3RD

RUN

4TH

RUN

5TH

RUN

6TH

RUN

6/15 – 7/15 CREATE AD

APPROVE

LAYOUTS

8/15 – 9/15

FINAL DRAFT

10/10

PLACMENT

11/22 -12/4

FACEBOOK AD TIMELINE JUNE 2015 – NOVEMBER 2016

2015 JUN JULY AUG SEPT OCT NOV DEC 2016

JAN

FEB MAR APR

2016 MAY JUN JULY AUG SEPT OCT NOV

6/15/15 FACEBOOK ADS 4/15/2016

FACEBOOK ADS 11/16/16

ESPN TV AD TIMELINEJUNE 2015 – NOVEMBER 2015

12/15/2015 FACEBOOK ADS 6/15/2016 JUNE JULY AUG SEPT OCT NOVEMBER

6/15 7/15 8/15 Commercial

will air during

SportsCenter PM

1x DAILY

11/16, 11/18

11/21, 11/22, 11/26

PRODUCTION 6/16 - 8/15

CREATIVE

DUE DATE

9/18

FINAL

PAYMENT

DUE 10/18

MEDIA BUDGET

Florida Campaign

46%

2%

22%

2%

29%

Media Budget Breakdown

ESPN Ad

Facebook Ad

Promo Materials

Research

Wired Ad

Total Budget:

$1,989,229.00

Any Questions?