IMC Media Plan - WordPress.com · Nordstrom featured brands include: Fendi, Givenchy, CHANEL, Nike...

IMC Media Plan

Proposed by

Lexy Correa & Jaymie Oakes

For

Mary Deacon Professor, School of Business

Hudson’s Bay Company

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Table of Contents Market Profile

Executive Summary 3 ...............................................................................................Competitive Analysis 3 .............................................................................................

Primary Secondary

Objectives Marketing Objectives 4 .............................................................................................Media Objectives 4 ...................................................................................................

Target Market Analysis Persona Profile 6 .......................................................................................................Market Priorities 7 .....................................................................................................

Ontario Quebec

Implementation Details Print Advertising 8 .....................................................................................................Broadcast Advertising (Chorus Entertainment Rates—Kingston) 9 .........................Direct Mail 11 ............................................................................................................Digital Ads 12 ...........................................................................................................Out of Home 12.........................................................................................................


�Market Profile

Executive Summary Hudson’s Bay Company was founded in 1670 and is North America’s longest operated company. Hudson’s Bay is Canada’s largest department store with over 90 locations across the country as well as their online store thebay.com, where they offer eCommerce options. The Bay has a focus on providing stylish, quality merchandise at great value, with a dedicated focus on service excellence. Sales are impacted by seasonal consumer purchase behaviours such as the change of seasons when people want a fresh new look, or special events such as Christmas, Valentine's Day, weddings, or birthdays. In 2013, eCommerce sales grew to 31.1 million which was a 32.8% increase compared to the first quarter of Fiscal 2012. Some brands they carry include Calvin Klein, Fairmont, Aldo, Gucci, Guess, and Ralph Lauren.

In the past, The Bay has focused on advertising campaigns through TV, radio, print, out-of-home, online, direct mail, email and social media. As they advertise through a variety of mediums, The Bay estimated their annual advertising costs to be $15 million through national, regional and local campaigns.

Competitive Analysis Primary Nordstrom is a leading fashion retailer specializing in styles for men and women throughout Canada and the U.S. With a focus of helping customers build style, Nordstrom has strived to deliver the best shopping experience to customers for over 100 years. Beginning as a small shoe store in Seattle Washington, Nordstrom now holds 123 full-line department stores, 215 Nordstrom racks, 5 trunk club houses of personal styling and is available online in 96 countries. However, Nordstrom has more to offer in stores other than high-end desired brands. They also offer in-store spa service and restaurants that are fully available to Nordstrom customers. Nordstrom featured brands include: Fendi, Givenchy, CHANEL, Nike and Topshop.

Holt Renfrew is branded as Canada's leading luxury retailer, selling popular fashion brands and unique designer product targeted to both men and women. Holt Renfrew provides a number of in store services such as personal shopping, beauty lab, nail bar and cafe. Starting as a prestigious hat shop in 1817, Holt’s has grown over 177 years with now, 6 large department stores in Canada and approximately 11 different locations. Featured Brands include: Alexander Wang, Balenciaga and Stuart Weitzman.


�Secondary Walmart is an American multinational retail corporation that operates a chain of supermarkets, discount department stores and grocery stores. It was established in 1994 and has more than 400 stores nationwide serving more than 1.2 million customers every day. They have a commitment to have quality goods at discounted prices. Walmart offers eCommerce options in addition to their retail storefront. Some brands they carry include George, Great Value, Equate, Mainstays, and Price First. For promotions, Walmart partakes in personal selling, public relations, advertisements, and sales promotions. When entering Wal-mart, sales personnel try to persuade customers to try new package deals or products. They have newsletters online, through email, and advertise in newspapers and on websites.

Marshalls is a chain of department stores that offers great value on brand name and designer fashions at prices generally 20%-60% below regular store prices. They were founded in 1956 and have 975 locations in the US and 38 locations in Canada. They believe in surprises so no two stores are ever the same. Each time a customer visits, there will be new merchandise to explore. The average store receives several deliveries each week to ensure customers have new selections and choices every visit. Some brands they carry include Adidas, American Eagle Outfitters, Billabong, and Calvin Klein. Their marketing strategy focuses on pushing new products, not low prices.

Objectives

Marketing Objectives • Maintain awareness and customer loyalty in the face of a new competitor in the Canadian

market. (Nordstrom)• Achieve 3%-5% sales growth in 2016

Media Objectives • Use print advertising to grow brand awareness by 10% which will help increase growth in

sales.• Position The Bay as a brand leader in women’s clothing through broadcast advertising.• Leverage seasonality before Christmas and use broadcast advertising to help increase sales

by 5%.


�Target Market Analysis

Demographics • Men and women with a skew to females• 33-55• single or married with families• $75,000+ HH income• University or college graduate

Psychographics • Relational Shopper — enjoys shopping for the experience and treating herself

• Eating out at local restaurants, fine dining with spouse

• Focused on her personal look and brand, cares about her appearance and always wants to look her best

• Career orientated and organized

Geographics • Suburban well established neighbourhoods• Urban neighbourhoods (close to the

downtown core)Ottawa• Westboro, Rockcliffe, ManotickToronto• Rosedale, Bay Street Corridor (shopping

district), YorkvilleMontreal• Town of Mont-Royal (TMR), Old Porte,

Westmount

Media Consumption Habits • Uses social media for professional use. Ex. LinkedIn to connect with colleagues, Twitter and Facebook to keep up to date on favourite brands

• Spectator on social media, looks at content but does not create her own

• Uses a Smartphone• Listens to local radio in the car• Reads newspaper daily to keep up to date

Activities and Habits • Fashion conscious and interested in taking care of their home and culinary needs

• Seek quality clothing that is stylish and timeless

• Not bargain shoppers


�Persona Profile Gloria Chisolm is a 50 year old married woman who lives in the Yorkville neighbourhood of Toronto. Gloria is a senior art director at MHz Design Communications Inc. She graduated from OCAD University with an undergraduate of graphic design and stayed in Toronto ever since. Some of Gloria’s hobbies include trying out local restaurants downtown with her spouse, shopping at fashion outlet stores, and keeping on track with industry news online. She is fashion forward and greatly cares about her personal appearance. She believes that looking put together, being career focused, and organized all go hand in hand. Gloria loves shopping at The Bay due to their focus on providing stylish, quality merchandise at great value. She also enjoys their eCommerce options and being a one stop shop for all of her home, culinary, and fashion needs.


�Market Priorities These specific neighbourhoods aligns with the target audience’s income and psychographics. By marketing to these regions, it will help achieve the marketing and media objectives more effectively. Most of these neighbourhoods and areas have household incomes of more than $75,000. The Bay will focus their advertising efforts on Ontario (Toronto and Ottawa) and Quebec (Montreal). In addition to this, they will use national magazines. By marketing through national magazines, The Bay will be exposed to smaller cities with individuals who have the same target market profile.

Their main focus will be targeting older women who are business professionals that enjoy shopping for the relational experience and interacting with the brand. The Bay will be using mediums that align with the values, attitudes, and behaviours of the target market.

Ontario • Toronto

• Rosedale• Bay Street• Corridor (shopping district)• Yorkville

• Ottawa• Westboro• Rockcliffe• Manotick

Quebec • Montreal

• Town of Mont-Royal• Old Montreal• Westmount


�Implementation Details 15% of $1,000,000 = $850,000 for a 1 year plan

Print Advertising Chatelaine CanadaAverage issue circulation: 540,000

Chatelaine is a national Canadian magazine of women’s lifestyles and the number one magazine in Canada in paid circulation. There is both a english and french language version that is published monthly. This magazine aligns with The Bay because they provide women with thought-provoking perspectives and inspired lifestyle solutions. They also include topics ranging from food, style, home decor, politics, health, and relationships. This magazine perfectly aligns with the target market of Hudson’s Bay Company.

• National — English Edition• 1/2 page, horizontal: 8.125” x 5.625”• Frequency: 6 ads• $38,870 x 6 = $233,200• July, August, September, October, November, December

• National — French Edition• 1/2 page, horizontal: 8.125” x 5.625”• Frequency: 6 ads• $13,035 x 6 = $78,210• July, August, September, October, November, December

Canadian Living Average issue circulation: 380,000

Canadian Living Magazine provides women with articles and advice for every aspect of their lives. Their main focuses include food, beauty/fashion, living, health, and home. They also include everything from career advice to home decor tips. This aligns with The Bay’s target market of women who enjoy shopping as a pastime and are career focused and organized.

• National Edition• 1/2 page, vertical: 3.5625” x 10”• Frequency: 3 ads• $39,545 x 3 = $118,635• February, March, April


�Style at Home Average issue circulation: 160,000

Style at Home engages readers through every medium to teach, inspire and motivate them to live life to its fullest. Some topics they cover include decorating, renovating, entertaining, and trends. This magazine aligns with the target market of The Bay since women love to keep up with the latest trends and topics. The Bay also wants to focus on established professionals and it is very likely that the target market will read this magazine to become inspired.

• Eastern Edition (Ontario, Quebec, Nova Scotia, New Brunswick, P.E.I, Newfoundland & Labrador)

• Full Page, 7.25” x 10”• Frequency: 6 ads• $14,925 x 6 = $89,550• March, April, May, June, July, August

Toronto Life (Stylebook Edition) Average issue circulation: 88,000

Toronto Life Stylebook edition focuses on who makes the City’s Best Dressed list. It is an exciting collector’s issue and an annual tradition for Torontonians. The target market of The Bay directly aligns with this magazine due to their passion for beauty and fashion. They also feature their top picks for fashion, beauty secrets, and shopping habits.

• Stylebook Edition• Full Page, 7.25” x 10”• Frequency: 2 ads• $4,650 x 2 = $9,300• Released in September

Broadcast Advertising (Chorus Entertainment Rates—Kingston)

National CBC Television Reach: 14.5 Million per week

CBC National Television is Canada’s national public broadcaster. They include a 24 hour network schedule of sports, entertainment, and news. The Bay will advertise with their Newswatch at 6 when the target market is settling down at home after work and the weekend when they are taking time to themselves. It will also resonate with the consumer due to their need of wanting to be connected to the community and keeping up with the latest trends.

• Newswatch @ 6• Monday, Wednesday, and Friday, 6PM - 7PM• $355 x 6 ads a week (2 ads a day) x 16 weeks = $34,080


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• Saturday Rotation• 6AM - 6PM• $50 x 5 ads a week x 16 weeks = $4,000

• Sunday Rotation• 6AM - 1PM• $50 x 7 ads a week x 16 weeks = $5,600

Ottawa—CJMJ FM 100.3 (Majic 100) Reach: 130,800

Majic 100 is Ottawa's adult contemporary, soft rock station to listen to while you work. Although the station targets both men and women between the ages of 25-64, they conclude with 69% of female listeners between the ages of 35-64. The rest of the demographic aligns with Hudson’s Bay Company. The Bay will advertise during the morning when the target audience is driving to work as well as the afternoon when they are driving home.

• Morning, Monday—Friday• 6AM - 9AM• $37 x 15 ads a week (3 ads a day) x 52 weeks = $28,860

• Afternoon, Monday—Friday• 3PM—7PM• $26 x 15 ads a week (3 ads a day) x 52 weeks = $20,280

Toronto—98.1 CHFI FM Reach: 979,000

98.1 CHFI is Toronto’s adult contemporary station. CHFI is currently the second most listened to station with a 56% female listener base. This radio station aligns with the target market of established professionals. This can be seen with 78% of listeners owning a home. In addition to this, CHFI regularly partners with national and community organizations such as the Canadian Women’s Foundation and the Canadian Breast Cancer Foundation. This will resonate with The Bay’s target market of women who like to be connected to the community.

• Morning, Monday—Friday• 6AM—9AM• $37 x 15 ads a week (3 ads a day) x 52 weeks = $28,860



�Montreal—95.9 Virgin Radio Reach: 950,000

95.9 Virgin Radio provides listeners with hit artists, big promotions, and the latest trends in music. Most of the demographic of this station includes a 57% female listener base. In addition to this, some activities of listeners are eating out at restaurants and home improvement. This aligns with The Bay’s target demographic of women who enjoy free time to themselves and are homeowners.

• Morning, Monday—Friday• 6AM—9AM• $37 x 15 ads a week (3 ads a day) x 52 weeks = $28,860


Direct Mail The Bay will leverage their existing database and send past customers a direct mail piece thanking them for their patronage. Within the mail there will be an offer for a $20 credit with a purchase of $80 or more before January. This will entice consumers to purchase from The Bay for their Christmas shopping.

Montreal — $20,000 Reach: 4,000

• $20,000 allocated to the region• $20,000 / 4,000 (individuals) = $5 per mail piece• Launched in November

Toronto — $50,000 Reach: 10,000


Toronto — $50,000 Reach: 10,000



�Digital Ads $9,985 total spend

Facebook — $4,992.50 The Bay will advertise to the target demographic through Facebook during January and November. January will be crucial since it is associated with New Year's Resolutions. During this time, individuals will want to make changes to their lives- whether it be a new wardrobe or home renovations. Digital ads in November will prepare the target market for Christmas and getting into the holiday season. Facebook is an effective medium due to its integration of ads on the news feed. Individuals are actively looking at posts for updates on family, friends, and finding inspiration.

Pinterest — $4,992.50 The Bay will be advertising to their target demographic through digital advertisements on Pinterest during, January and November. Pinterest will be an effective medium for The Bay’s target, because it is a social media website which shows household and lifestyle inspiration. November will be a crucial month for advertising before Christmas, while the target is seeking Christmas inspiration and ideas. January is also an important month to advertise to this demographic as it is a new year, resolutions have been made and they are seeking creativity and motivation.

Out of Home The Bay will not advertise with out-of-home billboards because the target market will not be paying attention in their cars. They will be focused on getting to and from work and their minds will be preoccupied with tasks to be done throughout the day. The Bay is already advertising through radio and it will be more interactive with the audio aspect. They will not have to pause to look at billboards, instead the ad will be in their car.

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