Media Plan Expense Spreadsheets
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Media Plan for Lowe's Prepared by Shelby Mustain, March 11, 2015 Overview Media Vehicle No. of Insertio Total Cost Magazine Name Crafts 'N Things 9 $ 40,500 Decorating Digest 6 $ 7,200 Memory Makers 9 $ 40,995 Creating Keepsakes 6 $ 37,770 Create & Decorate 3 $ 15,423 Paintworks 15 $ 25,230 TOTAL/AVG MAGAZINES 48 $ 167,118 TV Program DIY Crafts 130 $ 32,775 Crafting Fun 180 $ 53,676 Crafting Made Easy 160 $ 41,808 Craft Corner Deathmatch 210 $ 102,300 TOTAL/AVG TV 680 $ 230,559 Internet craftgawker.org 6000 $ 22,080 craftgossip.com 2400 $ 16,800 doityourself.com 3000 $ 11,040 makezine.com 3000 $ 11,040 BANNERS TOTAL/AVG 14400 $ 60,960 Google Search/ AdWords 8430 $ 8,280 TOTAL/AVG 728 $ 466,917
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Media plan expense spreadsheets for Lowe's. Target audience: Crafters
Transcript of Media Plan Expense Spreadsheets
OverviewMedia Plan for Lowe's Prepared by Shelby Mustain, March 11, 2015OverviewMedia VehicleNo. of InsertionsTotal CostCPM
Magazine NameCrafts 'N Things9$40,500$18.94Decorating Digest6$7,200$5.77Memory Makers9$40,995$8.55Creating Keepsakes6$37,770$9.85Create & Decorate3$15,423$17.25Paintworks15$25,230$8.67TOTAL/AVG MAGAZINES48$167,118$11.50
TV ProgramDIY Crafts130$32,775$28.48Crafting Fun180$53,676$28.48Crafting Made Easy160$41,808$28.48Craft Corner Deathmatch210$102,300$28.48TOTAL/AVG TV680$230,559$28.48
Internetcraftgawker.org6000$22,080$5.26craftgossip.com2400$16,800$37.65doityourself.com3000$11,040$0.16makezine.com3000$11,040$0.11BANNERS TOTAL/AVG14400$60,960$10.79
Google Search/ AdWords8430$8,280$1,061.00
TOTAL/AVG728$466,917$39.98
MagazinesMedia Plan for Lowe's Prepared by Shelby Mustain, March 11, 2015Magazine PlacementsMagazine NameCost Per AdAd SizeAd PositionNumber of InsertionsTotal Campaign CostCirculation (000)Pass-along estimateTotal Audience (000)CPMCrafts 'N Things$4,500.001 pageInside9$40,500.00793238$18.94Decorating Digest$1,200.001 pageInside6$7,200.001042208$5.77Memory Makers$4,555.001/2 pageInside9$40,995.001783533$8.55Creating Keepsakes$6,295.001 pageInside6$37,770.002133639$9.85Create & Decorate$5,141.004th CoverOutside3$15,423.001492298$17.25Paintworks$1,682.001/2 pageInside15$25,230.00972194$8.67Magazine Totals/Avg$23,373.00$167,118.00
TVMedia Plan for Lowe's Prepared by Shelby Mustain, March 11, 2015TV PlacementsTV ProgramRatingRating %TV HH in MarketHH Viewing program#/HHTotal Viewers (000)Cost per point (CPP)Cost per :30 adNo. of InsertionsTotal CostCPM (viewers)DIY CraftsSalt Lake City, UT1.51.5%1,012,70015,1912.538266$399.0060$23,940.00$10.51Charleston, WV1.51.5%472,1007,0822.518103$154.5040$6,180.00$8.73Traverse City, MI1.51.5%255,3003,8302.51059$88.5030$2,655.00$9.24TOTALS26,10265428$642.00130$32,775.00$28.48Crafting FunSalt Lake City, UT1.81.8%1,012,70018,2292.546266$478.8080$38,304.00$10.51Charleston, WV1.81.8%472,1008,4982.521103$185.4060$11,124.00$8.73Traverse City, MI1.81.8%255,3004,5952.51159$106.2040$4,248.00$9.24TOTALS31,32278428$770.40180$53,676.00$28.48Crafting Made EasySalt Lake City, UT1.61.6%1,012,70016,2032.541266$425.6070$29,792.00$10.51Charleston, WV1.61.6%472,1007,5542.519103$164.8050$8,240.00$8.73Traverse City, MI1.61.6%255,3004,0852.51059$94.4040$3,776.00$9.24TOTALS27,84270428$684.80160$41,808.00$28.48Craft Corner DeathmatchSalt Lake City, UT33%1,012,70030,3812.576266$798.0090$71,820.00$10.51Charleston, WV33%472,10014,1632.535103$309.0070$21,630.00$8.73Traverse City, MI33%255,3007,6592.51959$177.0050$8,850.00$9.24TOTALS52,203131428$1,284.00210$102,300.00$28.48
ALL TV TOTALS/AVG137,4683441,712$3,381.20680$230,559.00$113.91
InternetMedia Plan for Lowe's Prepared by Shelby Mustain, March 11, 2015
Internet PlacementsWeb SitesCost/1000 impressionsTotal impressions/month (000)Total cost/monthNo. of MonthsTotal No. of impressions (000)Total costNo. of unique visitors /month (000)CPMcraftgawker.org$3.682000$7,360.0036000$22,080.001400$5.26craftgossip.com$7.00800$5,600.0032400$16,800.00149$37.65doityourself.com$3.681000$3,680.0033000$11,040.0023000$0.16makezine.com$3.681000$3,680.0033000$11,040.0035000$0.11TOTAL$20,320.0014400$60,960.0014887$10.79
SearchMedia Plan for Lowe's Prepared by Shelby Mustain, March 11, 2015
Search Placements Keywords/KeyphrasesCost per Click (CPC)Total Clicks per MonthNumber of MonthsTotal ClicksTotal CostCPM (CPC)How to create$0.983003900$882.00$980Home to make$0.712103630$447.30$710Cheap Crafting Suplies$0.541503450$243.00$540DIY projects$0.2940031200$348.00$290Craft ideas$1.803003900$1,620.00$1,800Stains and varnishes$0.642503750$480.00$640Craft stores$0.502003600$300.00$500Art suplies$3.952003600$2,370.00$3,950Paint Colors$0.8550031500$1,275.00$850Crafts for kids$0.353003900$315.00$350Google Totals/AVG$1.0628108430$8,280.30$1,061
ScheduleMedia Plan for Lowe's Prepared by Shelby Mustain, March 11, 2016ScheduleOctoberNovemberDecemberWeek 1Week 2Week 3Week 4Week 1Week 2Week 3Week 4Week 1Week 2Week 3Week 4MagazinesCrafts 'N ThingsxxxxxxxxxxxxContinutityDecorating DigestxxxxxxxxxxxxContinutityMemory MakersxxxxxxxxxxxxContinutityCreating KeepsakesxxxxxxxxxxxxContinutityCreate & DecoratexxxxxxxxxxxxContinutityPaintworksxxxxxxxxxxxxContinutity
TelevisionDIY CraftsxxxxxxxxxFlightingCrafting FunxxxxxxxxxFlightingCrafting Made EasyxxxxxxxxFlightingCraft Corner DeathmatchxxxxxxxxxxxxContinuity
Internetcraftgawker.orgxxxxxxxxxxxxContinutitycraftgossip.comxxxxxxxxxxxxContinutitydoityourself.comxxxxxxxxxxxxContinutitymakezine.comxxxxxxxxxxxxContinutity
Google SearchHow to createxxxxxxxxxxxxContinutityHome to makexxxxxxxxxxxxContinutityCheap Crafting SupliesxxxxxxxxxxxxContinutityDIY projectsxxxxxxxxxxxxContinutityCraft ideasxxxxxxxxxxxxContinutityStains and varnishesxxxxxxxxxxxxContinutityCraft storesxxxxxxxxxxxxContinutityArt supliesxxxxxxxxxxxxContinutityPaint ColorsxxxxxxxxxxxxContinutityCrafts for kidsxxxxxxxxxxxxContinutity
