11/24/2014

Integrated

Marketing

Communications

Plan Goddyn & Associates: Financial

Services Inc.

Clare Venner | Dave Madeley | Rachel Hayden | Nicholas Braun THOMPSON RIVERS UNIVERSITY: MKTG 4480

1 | P a g e

Table of Contents

Introduction and Brief Review of Marketing Plan .....................................................................2

Overview of Product and Service .................................................................................................2

Target Market ...............................................................................................................................2

Advertising Objectives .................................................................................................................2

Budget Restrictions and Limitations ............................................................................................2

Creative Brief .................................................................................................................................3

Key Benefits Statement ................................................................................................................3

Support Claims .............................................................................................................................3

Creative Strategy and Description of each Advertisement ..........................................................3

Media Plan ......................................................................................................................................4

Media Strategy .............................................................................................................................4

Rationale for Media Selection ......................................................................................................4

Media Execution ..........................................................................................................................6

Blocking Chart .............................................................................................................................7

Other Promotional Activities ........................................................................................................7

Public Relations ............................................................................................................................7

Events Marketing/ Sponsorship ...................................................................................................7

Sales Promotion ............................................................................................................................8

Social Media .................................................................................................................................8

Campaign Evaluation Plan ...........................................................................................................8

References .....................................................................................................................................11

Appendices ....................................................................................................................................12

Appendix A ................................................................................................................................12

Appendix B ................................................................................................................................13

Appendix C ................................................................................................................................14

Appendix D ................................................................................................................................14

Appendix E .................................................................................................................................14

Appendix F .................................................................................................................................15

Appendix G ................................................................................................................................17

2 | P a g e

Introduction

Overview of Product and Service

Goddyn & Associates are a Financial Services company that is a full service brokerage that

provides their clients with attentive and personal customer care. For this campaign, we will be

placing emphasize on the Guaranteed Registered Retirement Savings Plan (RRSP) loan they

offer. The RRSP loan offered is an investment with a range from $1,000-$25,000 (Appendix A),

allowing clients to take out a loan on their RRSP before their retirement stage. No credit check is

necessary to create the RRSP loan. This loan can be borrowed right after the RRSP is set up. The

benefit with this loan is the low interest rate, only a 3.25% interest rate. Other services Goddyn

& Associates offers are but not limited to: Safe Investment Portfolio, Mortgage Insurance, Life/

Term Insurance, Disability Insurance, Critical Illness Insurance, Tax Free Savings Accounts and

Group/ Personal Extended health and dental plans. All investments into Goddyn & Associates

use segregated funds: meaning the investments go through insurance corporations to insure

security. Goddyn & Associates operates solely in Kamloops, BC.1

Target Market

Goddyn & Associates targets individuals age 25 to50, who are either young adults, new

families or individuals who contribute to paying taxes; contributors to Registered Retirement

Savings Plans living within Kamloops, BC. They also focus on healthy individuals, people

needing health/ dental: part-time employees without benefits, and businesses looking to provide

benefits to their employees.2

Advertising Objectives

The objective of this Integrated Marketing Communications plan is to help our client, Goddyn

& Associates, acquire 50 new clients from January 2015 to March 2015. With this campaign,

additional goals are to continue the spread of word-of-mouth advertising and create more traffic

into their office.2

Budget Restrictions and Limitations

The budget restriction we were given for this marketing plan was $3000. The major

limitation we are facing with this campaign is the timeframe. The goal is to acquire 50 new

clients in the span of three months; the three months before tax season. Geographical location is

1 Goddyn & Associates. Goddyn & Associates Financial Services Inc [Internet] 2013 [cited 2014 Nov 6]; Available

from: www.carolgoddyn.com 2 Goddyn C, Vair S. Goddyn & Associates business overview [personal communications]. 2014 Sep 17 [cited 2014

Nov 18]

3 | P a g e

another limitation to this campaign. Kamloops, BC is a small city: population of 85,678.3 Of

these 85 thousand individuals, only 31,6853 individuals fit into our target market: 36.98% of the

Kamloops population. Working with a smaller target market makes it harder to target the clients

Goddyn & Associates wants to market to.

Creative Brief

Key Benefit Statement

Local Financial Services made easy for your Protection and Guaranteed Assurance for your

Family.

Support Claims

For our key benefit statement, we wanted to use key words that would attract the right

customers. With the use of the word ‘local’ it portrays the idea that the company is small, in the

neighbourhood and is a company you can trust. ‘Protection’ and ‘Guaranteed’ are words that

make the customers feel safe and secure with the Goddyn & Associates Company, making them

want to do business with them and in trust them with their financial needs. Lastly, ‘Assurance’ is

used in our key benefits statement as it will give confidence to the customers that Goddyn &

Associates is the right choice for them with the investment opportunities; that Goddyn &

Associates will give them the best customer service experience and take all their financial

worries away.

Creative Strategy and Description of each Advertisement

The Creative Strategy we have researched and designed is a combination of Facebook

Advertising, Door Hangers and Bathroom Billboards. Each advertisement will follow the same

creative design to keep it consistent and portray the same message; not to confuse customers.

Our goal is to strategically place our advertisements to reach our client’s customer’s at the most

unique opportunities. We wanted to create a call to action on all of our advertisements such as a

free consultation from liking their Facebook page, or highlighting through fear that they need to

plan for their future.

Facebook ads will incorporate the green and yellow company colours of Goddyn

&Associates. The company logo will be the center piece of the advertisement and will help

attract the customer’s attention. Our key benefits statement will be placed directly under the

company logo, followed by the Facebook like symbol, and the words like our page for a free

consultation with our financial team.

3 Government of Canada. Census Agglomeration of Kamloops British Columbia [Internet] 2012, Oct 21. [Cited 2014,

November 6]; Available from: http://www12.statcan.gc.ca/census-recensement/2011/as-sa/fogs-spg/Facts-cma-eng.cfm?LANG=Eng&GK=CMA&GC=925

4 | P a g e

Door hangers will be predominately the Goddyn & Associates green and yellow as green

represents money and yellow gives the potential customer a sense of urgency.4 The door handle

cut out will be the shape of the company tree logo. The front side will have our call to action

slogan to attract, and almost scare the customer into planning for the future and seeking Goddyn

& Associates services. The back side of the door hanger will be informative; company services

and information will be listed here. As well on the door hangers, a business card will be printed

on the bottom on both sides to make the company contact information easy to locate.

Bathroom Billboard ads will be printed in the green and yellow related to Goddyn &

Associates. On here will be the company logo, with the key benefits statement underneath.

Further underneath the key benefits statement will be the question, “Have you planned for your

retirement? Visit Goddyn & Associates today to apply for your guaranteed RRSP, no credit

check needed”. Bathroom billboards are a unique place to advertise as you have your audience’s

attention for a longer period of time. Our goal would be to have the billboards placed beside the

hand dryers.

Media Plan

Media Selected

When developing our media plan, our group looked at many different ways to advertise for a

financial service company similar to Goddyn & Associates and found that the biggest problem

these financial service companies ran into wasn’t their direct competition but rather indirectly

from the amount of clutter in their advertising avenues created by competing advertisers. To

solve this problem, we looked to reduce the amount of clutter by finding newer methods of

reaching our target market.

Our media strategy starts off with choosing our three advertising avenues which are door

hangers, Facebook marketing, and bathroom billboards through InSite Advertising Network.

Rationale for Media Selection

Door hangers have been around for years but haven’t been fully appreciated as they are seen

as just an average piece of mail you receive everyday but door hangers have many additional

benefits such as door hangers can better target and allow you to distribute your advertisement to

people within your demographic. This is also less expensive than buying most one page ads in

the local newspaper where you would be competing to catch the attention of your potential

customers.5 Door hangers also allow you more freedom and space to advertise your business by

giving links to your company, adding QR codes and also links to any of your social media pages

such as Facebook.5 Door hangers are also great because the potential customer must physically

handle the advertisement and must interact with it instead of ignoring the ad. Door hangers can

be either one-sided ads or two-sided but we recommend doing two sided ads as the front can be

the hook and/or a call to action to help draw in your potential customers and the back can list all 4 Anonymous. The Importance of Colour Choice in Marketing [Internet] n.d [Cited 2014, Nov 18]; Available from:

http://stealthblog.net/infographic-the-importance-of-color-choice-in-marketing 5 Five Secrets to Door Hanger Marketing. [Internet] (n.d.). [Cited 2014, Nov 6]; Available from:

http://www.psprint.com/resources/door-hanger-marketing-secrets

5 | P a g e

of your benefits and links to learn about more information. By distributing door hangers you are

guaranteed that every home that you have reached with your marketing efforts will interact with

your advertisement.

Facebook marketing has increased over years and has become a great way to reach your

target market through Facebook’s increasing advertising presence. Facebook also has over

30,000 registered people within a 20 kilometer radius of Kamloops and from a 2012 Census

about the people of Kamloops, our target demographic is said to be around 31,685 people in

Kamloops making this one of our best ways to reach potential customers. Facebook advertising

is also an important marketing platform for anyone focusing on consumers because of its reach

and accessibility. As of September 2014 there were on average 864 million daily active

Facebook users and 1.35 billion monthly active users and the site had on average 4.5 billion

“Likes” generated daily.6 The 25 to 34 age range is the most common demographic at 29.7% of

the Facebook population.7

Millennials are a major factor in why it is important to maintain an active presence on

Facebook. According to reports from ShareThis, millennials are the most likely generation to

make a purchase based on the content shared by peers on social networking sites. 66% of 18-34

year old millennials were at least somewhat likely to commit to purchase, compared to the

second biggest bracket of 53% of 35 to 44 year olds making those aged 18 to 44 the most

effective demographic to engage through a company Facebook page. These statistics are key to

Goddyn & Associates as the organization’s target age market falls in the 25 to 50 range.7

Finally, we chose to use Bathroom Billboards advertising through Insite Advertising as there

is very minimal clutter for people going to the bathroom. The messages are usually unavoidable

as they are right in potential customers faces as they use the facilities and “indoor advertising

reaches consumers from an uncluttered, captive, eye-level vantage point, making it unavoidable -

and magnifying the impact of the message.”8

There were also may advertising mediums we chose not to peruse such as newspapers,

money letters, radio advertisement, Aberdeen Mall advertisement, TV and airport advertising

including back lights ads, brochure racks, periodicals, and window billboards. We also chose not

to pursue advertising with the Kamloops Storm hockey team as we found out Goddyn &

Associates are already a platinum sponsor for them at McArthur Island Sports Center.9

The local newspaper, Kamloops This Week, provides great reach to our Kamloops

demographic and is a relatively good price but the main reason we chose not to pursue

newspaper option was due to the amount of clutter already in Kamloops This Week newspaper

and due to the fact that customers of the Kamloops Newspaper have the ability to skip the

advertisement if they wished by simply turning the page. We also chose not to advertise through

TRU’s paper “The Omega” as there age demographic was between the ages of eighteen to

twenty-four.

6 Facebook Newsroom. Company info. Facebook [Internet]. 2014 [cited 2014 Nov 21]; Available from:

http://newsroom.fb.com/company-info/ 7

8 Effectiveness of Insite Advertising [Internet] 2014, Jan 1. [Cited 2014, Nov 12]; Available from:

http://www.insiteadvertising.ca/effective.html 9 Storm Hockey. Sponsors. Kamloops Storm Junior Hockey Club [Internet]. 2014 [cited 2014 Nov 20]; Available from

http://www.kamloopsstormhockey.com/leagues/custom_page.cfm?clientID=4520&leagueID=15054&pageid=6730

6 | P a g e

We looked into the option of radio as they have a central reach of 18,700 people but the cost

of the advertisements were too high for the spots Goddyn & Associates needed to be able to

reach their target demographic as it would cost a minimum $98 for a single advertisement

between the hours of 10AM to 7PM (Appendix B).

Television was also an option but the rates for the local television station but the cost of the

advertisement, $80/30 second advertisement (Appendix C) on top of the cost of producing a low

budget advertisement would not provide a good ROMI.

Money letters, or basic tri-folded advertisement letters mailed via Canada Post, were also

looked at as an option as could be used as a guerrilla marketing tactic as Goddyn & Associates

could send out their money letters to all the places they first hit with door hangers after a short

amount of time. This would have kept the Goddyn & Associates message fresh in their minds

and would have increased Goddyn & Associates advertisement frequency. We decided not to go

with this tactic though as the cost was too high ($470.40 to print from the UPS store plus

$571.21 to ship through Canada Post) and would have been considered as “just another mail ad”

with the rest of the clutter people get in the mail.

Airport advertising was considered but the costs were far too high (Appendix D) and we

decided advertising at Aberdeen Mall would cost too much to advertise, the ad would be taken

away by all the clutter and distractions provided by the mall and Goddyn & Associates ad would

not reach their target demographic (Appendix E).

Media Execution

To execute our media plan, we must first look at our first method of advertising: door

hangers. Through the Canadian company Printing Peach, we would allocate a minimum of

$1,155.52 or $1,189.12 for 5000 door hangers. The two options are for getting printing on either

one-side or two-sides of the door hanger. The costs are broken down as the cost of the print

($377 or $407 multiplied by tax rate) plus the cost of $119 for getting the design you want

created and revised up to 4 times plus the cost of labour in sending out the door hangers which

we have allocated $600. We figured out the labour from personal experience of one of our group

members as the person says it takes about 1 hour to distribute 100 flyers to 100 homes. The

employee could do 500 flyers in a day at $12/hour, making him or herself $60 a day, and all the

5000 door hangers could be distributed over a 10 day period. For this, we recommend you hire a

trustworthy person, perhaps within your family to ensure that all the door hangers have been

dropped off in the area you have set out for them. If you can’t hire someone close to you, we

recommend you hire a highs-school student as it will provide a good income per week and will

give them a chance to say they have previous marketing experience on their resume. The timing

of the door hangers is also crucial as it is Goddyn & Associate’s “call-to-action” as people will

be thinking of doing their taxes and they will need financial services come March. Because of

this, we decided the best time to do the door hangers was in the last week of February and the

first week of March. The reach of the door hangers would be around 15.78% of our demographic

(5000 homes/31,685 people in our target market, Wikipedia)

For advertising on Facebook, we are allocating $5/day over the three month period which

comes to $450 in total. Facebook charges either per click (CPC) or charges per thousand

impressions (CPM). The reach from this advertisement is over 30,000 people from our 25 – 50

7 | P a g e

age demographic10

out of 31,685 people3 we have a reach of 94.6% of our target age

demographic.

Through InSite Advertising, we allocated $1,320 for the three month period. We found that

the best rate we could receive while minimizing our costs was by choosing to advertise on 11 of

their bathroom billboards in the Kamloops area so we could pay $15 per billboard weekly which

came to $165 per week. To get the coverage for our marketing campaign, we decided to separate

our billboard advertisement over two four week periods staggered by a month in between them.

Blocking Chart

January 2015 February 2015 March 2015

Bathroom Billboards

Doorhangers

Facebook Adverts

Other Promotional Activities

Public Relations

A press release for Goddyn & Associates could be useful, particularly with this new direction

in marketing. The organization has been in the Kamloops community since 1996 and many

potential clients may not be aware of its longevity. Producing a press release which blatantly

announces Goddyn & Associates’ eighteen years (and combined 30 years of experience between

Carol Goddyn and Stacey Vair) in addition to reiterating the pros of choosing a personal

financial services company over a large bank, explaining the services and benefits of what is

offered (specifically RRSP loans), and using a slight fear appeal could encourage people in

Kamloops to set up a consultation. The most effective time to release a press release for this

purpose would be at the end of February or first week of March when people are just beginning

to think about filing their taxes. Other press releases would be effective when the organization

sponsors another big event in Kamloops or volunteers in the community in a big way. Press

releases can be released to Kamloops This Week and posted on the Goddyn & Associates

website and Facebook page.

Event Sponsorship

Goddyn & Associates is presently the Platinum Sponsor for the Kamloops Storm Junior

Hockey Club.9 They have also been a sponsor of Putting Fore Pink, a golf tournament to

fundraise for breast cancer, for the past two years. In 2013 they sponsored the event as a “gift

10

Facebook. Facebook Advertising. [Internet]. 2014 [cited 2014 Nov 12]; Available from https://www.facebook.com/ads/create?campaign_id=357409530988309&placement=step2

8 | P a g e

bag contributor”11

and in 2014 as a “par sponsor”.12

Event sponsorship such as these examples is

valuable in raising awareness of the Goddyn & Associates but can be taken further. Other ideas

for event sponsorship worth looking into include many of the major, minor amateur, and youth

sporting events and tournaments that occur in Kamloops each year; music concerts and theatre

productions such as Project X Theatre Productions, Kamloops Symphony, ; and local festivals

and events such as the Kamloops FolkFestival, Ribfest, Chrome on the Grass, the Kamloops

Marathon, , Hot Nite in the City, Kamloops Festival of the Performing Arts, Kamloops Cowboy

Festival, Kamloops Film Festival, Annual Wine Festival, Spring Film Series, Fall Winter Series,

Winter Film, Series, Boogie the Bridge, Kamloops Art Council’s Art on the Street, Christmas on

the Square, Mayor’s Gala for the Arts, Provincial Winter Fair, and Chefs in the City; or an art

exhibition at the Kamloops Art Gallery. Sponsoring events provides financial support in return

for the right to display the Goddyn & Associates brand name, logo, or advertising message13

and

so could be incredibly valuable to sponsor events or organizations who choose to advertise on

television. This is due to the Goddyn & Associates name and logo being represented every time

the commercial would be aired, increasing brand equity through encouraging brand recognition

and brand recall.

Sales Promotion

Recommendations for sales promotion include referral programs and contests. A customer

referral program could be put in place where existing clients can receive a discount on the

interest rate on their next RRSP loan. This encourages existing clients to market Goddyn &

Associates through word-of-mouth to attract new clients while also providing the existing clients

with an incentive to repeat purchase. Potential new clients could also be enticed through a

sweepstakes where they are eligible to be entered into a contest to win a small credit towards the

premium of an RRSP loan in exchange for attending a free consultation. The point of the

sweepstakes is to bring them into the office and once they are there it is up to Goddyn &

Associates to make the sale.

Social Media

Goddyn & Associates has the potential to benefit greatly from improving their presence on

social media—specifically Facebook. If an administrative assistant is in place then one important

move to make would be to modify the job experience to include social media as a requirement

and a key job responsibility to include further development and maintenance of the Facebook

page. Another option is to hire an external company to take over management of the Facebook

page (and other social media platforms in the future) or to educate the existing employees of the

company to take on the responsibility.

11

Putting Fore Pink. Sponsors. [Internet] 2013 [cited 2014 Nov 22]; Available from http://puttingforepink.weebly.com/sponsors1.html 12

Facebook. Facebook Ads. [Internet]. 2014 [cited 2014 Nov 21]; Available from https://www.facebook.com/help/425284084163299/ 13

Belch G, Belch M, & Guolla M. Advertising and promotion: An integrated marketing communications perspective. 5th ed. Boston, Massachusetts, United States: Irwin/McGraw-Hill; 2014.

9 | P a g e

Campaign Evaluation Plan

To evaluate our campaign plan, we start by recommending Goddyn & Associates look

further into the potential of door hangers and researching local places that have the capability to

create the door hangers. If the cost is much higher or the quality of their door hanger

advertisements is lacking, get the hangers printed and made with The Printing Peach Company

as they include the design and 4 free revisions with purchase of the prints. We also recommend

Goddyn & Associates research the demographics of each neighborhood in Kamloops as they will

be able to target which neighborhood contains the most potential customers in their target

demographic.

With regards to social media and Goddyn & Associate’s Facebook page, there are many

improvements to be made. If the most feasible option to better the Facebook presence is for the

existing staff to become educated then then there are many workshops available to increase

knowledge and experience of social media. One highly recommended one is Social Media Camp,

Canada’s largest annual social media conference. The next conference is May 21 to 23, 2015 in

Victoria BC and the standard registration fee for all events including private consultations with

industry experts is $399 or $299 for the Early Bird Registration. “Social Media Camp is a three-

day, knowledge-rich conference that covers all key issues for getting the most out of social

media marketing, whether you’re responsible for driving website traffic, managing the online

marketing budget, reputation management, customer service or stewarding your company’s

online brand. Since 2010 over 4,000 people have attended Social Media Camp, and 65% of

attendees are key decision makers. All SMC speakers are handpicked to provide you with the

most relevant, useful insights and best practices into building and maintaining powerful social

media strategies that will grow your business. The Networking: you will meet valuable business

contacts that could be your next business partner, supplier, employee or client. We have a strict

policy of no sales pitches from the podium. Whether you are B2B, B2C, from a small-to-medium

business or a large enterprise, SMC has something for you. With more than 35 workshops,

panels, keynotes and learning sessions, you can personalize your SMC experience to your

specific business and educational needs. Anyone interested in learning, from the best social

media minds in North America, how to harness the power of social media to further your brands

reach and impact. Whether you are a business owner, marketing manager, non-profit, educator or

media company, SMC has something for you.”14

Goddyn & Associates can specifically benefit from making a series of changes to the existing

Facebook page and how it is treated. “Facebook for Business” is an excellent starting place on

the basics a small business Facebook page should have in order to be successful. They allow you

to choose a business goal (drive in-store sales, increase online sales, launch a new product, build

awareness, promote your mobile app) to customize the best page for you and includes other

valuable information such as how Facebook advertising works.15

See Appendix F for the five

detailed steps to drive in-store sales via optimizing Goddyn & Associates’ Facebook page. See

Appendix G for an example of some of the below improvements to make as soon as possible.

14

Social Media Camp. About Social Media Camp [Internet] 2014 [cited 2014, Nov 6]; Available from http://socialmediacamp.ca/about/ 15

Facebook. Facebook Business [Internet] 2014 [cited 2014, Nov 8]; Available from https://www.facebook.com/business

10 | P a g e

Completely take down the old Facebook page

(https://www.facebook.com/goddynfinancial)

Include the Facebook logo on all publications so people are aware they can find you on

Facebook.

Publish “Client Success Stories” from the Goddyn & Associates website onto the

Facebook page. It provides another platform for the target market to be exposed to

testimonials.

Encourage clients to post testimonials and reviews on the Facebook page.

Post regularly (including topics such as relevant seminars for people to attend, events

Goddyn & Associates is sponsoring, information and news articles online about financial

services and saving for retirement, and photos from events either hosted or sponsored and

financial services events attended.

Finally, Goddyn & Associates should contact Insite Advertising Network about rates and

how you can maximize the most coverage for your budget. Insite Advertising gets many

impressions and for the most part, can not be ignored as their ads are in unavoidable locations.

We also suggest that Goddyn & Associates research which restaurants and bars that are under

contract with Insite Advertising so they can better utilize their budget and reach their potential

customers.

11 | P a g e

References

Belch G, Belch M, & Guolla M. Advertising and promotion: An integrated marketing

communications perspective. 5th ed. Boston, Massachusetts, United States:

Irwin/McGraw-Hill; 2014.

eMarketer. Millenials’ social shares don’t stop with the post [Internet]. 2014 Oct 24 [cited 2014

Nov 10]; Available from: http://www.emarketer.com/Article/Millennials-Social-Shares-

Dont-Stop-with-Post/1011360#sthash.tLeaSFJX.dpuf

Facebook. Facebook Ads. [Internet]. 2014 [cited 2014 Nov 21]; Available from

https://www.facebook.com/help/425284084163299/

Facebook. Facebook Advertising. [Internet]. 2014 [cited 2014 Nov 12]; Available from

https://www.facebook.com/ads/create?campaign_id=357409530988309&placement=step

2

Facebook. Facebook Business [Internet] 2014 [cited 2014, Nov 8]; Available from

https://www.facebook.com/business

Facebook Newsroom. Company info. [Internet]. 2014 [cited 2014 Nov 21]; Available from:

http://newsroom.fb.com/company-info/

Five Secrets to Door Hanger Marketing. [Internet] (n.d.). [cited 2014, Nov 6]; Available from:

http://www.psprint.com/resources/door-hanger-marketing-secrets

Goddyn C, Vair S. Goddyn & Associates business overview [personal communications]. 2014

Sep 17 [cited 2014 Nov 18]

Putting Fore Pink. Sponsors. [Internet] 2014 [cited 2014 Nov 22]; Available from

http://puttingforepink.weebly.com/sponsors.html

Putting Fore Pink. Sponsors. [Internet] 2013 [cited 2014 Nov 22]; Available from

http://puttingforepink.weebly.com/sponsors1.html

Storm Hockey. Sponsors. Kamloops Storm Junior Hockey Club [Internet]. 2014 [cited 2014 Nov

20]; Available from

http://www.kamloopsstormhockey.com/leagues/custom_page.cfm?clientID=4520&leagu

eID=15054&pageid=6730

12 | P a g e

Appendices

Appendix A

13 | P a g e

Appendix B

Radio: CIFM98.3

Central Reach: 18,700

Reaches work commuters,

Profile: blend of new rock music and classic rock music aimed at adults 18-49

Spot Rates - Class AAA

1 2 3 4

30 sec. $117 $123 $129 $135

60 sec. $145 $150 $158 $162

Spot Rates - Class AA

1 2 3 4

30 sec. $98 $103 $109 $115

60 sec. $123 $128 $133 $139

Spot Rates - Class A

1 2 3 4

30 sec. $67 $73 $79 $85

60 sec. $86 $91 $97 $103

Spot Rates - Reach Plan

1 2 3 4

30 sec. $75 $80 $84 $90

60 sec. $82 $97 $103 $109

TIME CLASSIFICATIONS

Class AAA: Mon.-Sat. 6-10 a.m.

Class AA: Mon.-Sat. 10 a.m.-7 p.m.

Class A: Mon.-Sat. 7 p.m.-mid.; Sun 6 a.m.-mid.

Reach Plan: 25% AAA, 50% AA, 25% A.\

14 | P a g e

Appendix C

CFJC-TV

SPOT RATES

30 sec - $80

60 sec - $125

Appendix D

Airport Advertising

Arrivals Cost Per Year

Backlits 50x40 $4475

Wall Billboards 8x5’ $3580

Main Terminal Per Year

Brochure Rack $223

Periodicals $390

Departures Cost Per Year

Wall Billboards7.5’x5’ $2340

Window Billboards $2340

Appendix E

Aberdeen Mall

Food Court Table Top Decals: 68: $800, 34: $500

Bathroom Mirror Decals: $400/ one month term: set of male and female decals

Floor decals: one month term, per four decals, $1100

15 | P a g e

Appendix F

16 | P a g e

17 | P a g e

Appendix G