December 20122013-2014 Media Recommendation
Agenda    • Purpose    • Audience Analysis    • Budget Review    • Media Strategy    • Recommended Media Channels    • Nex...
Meet the Blitz Team                          • Account Management: Alexandra Glazer                          • Display: Ca...
Purpose    • Develop a multi-media approach including display, search and print to promote a      Ski/Snowboard & Stay pac...
Promotion Details    • Ski/Snowboard Package: December 16, 2013 – March 9, 2014    • Print Flight will start in November t...
Audience Analysis
MRI Research: Defined Target          New England & New York Residents that have Skied/Snowboarded in                     ...
MRI Research: Media QuintilesHeavy consumption                            Media Quintiles for Target Audience             ...
Budget Review
Media Overview                 Campaign            Net Cost   Budget      Display                        $200,000      Sea...
Media Strategy: Medium Overview                               Display                       Print             Search11
Recommended Media Channels
Display13
Display Recommendation                                                 • SnoCountry          • LivingSocial               ...
Display – Living Social                                                                 Site Rationale                    ...
Display – SnoCountry                            Site Rationale                            • SnoCountry’s audience consists...
Display – Pandora                         Site Rationale                         • Pandora is a cross-platform audio, web ...
Display – Mobile Fuse                             Site Rationale                             • MobileFuse offers unique ho...
Display – Real Media GroupThe Most Advanced Ad Management                                  Site RationaleTechnology Availa...
Recommended Display Media Plan20
Search21
Why Use Search?     •   Builds brand awareness           − If you don’t show up in Search results, how are users going to ...
Search – Process                                   Google                                              Search Re-       Ad...
Search – Process (cont’d)     • Define the Campaign            • Measurement          •   Goals                        •  ...
Keyword Creation via Keyword Tool             Generates potential keywords based off of a few suggestions25
Keyword Creation via Keyword Tool (cont’d)26
Contextual Targeting Tool     •   Automatically organizes ad groups thematically     •   Builds out a keywords, expanding ...
Contextual Targeting Tool (cont’d)28
Insights for Search     • Google Trends     • Show how often a term is searched for relative to total volume     • Also sh...
Insights for Search (cont’d)30
Insights for Search (cont’d)31
Placement32
Placement (cont’d)33
Search – Fees and What’s Included     Basic Fees:     • $2,500 start-up fee (includes account creations, keyword and ad de...
Print35
Print Recommendation     •   Media Networks, Inc.          − “Luxury” Package               •   Elle Décor, Food & Wine, O...
Print- Media Networks, Inc. Luxury Package                               Elle Décor, Food & Wine, O:The Oprah Magazine,   ...
Print- MNI Luxury Package            Markets              Circulation   Page Rate            Boston                150,530...
Print-Media Networks, Inc Men Package                               Sport’s Illustrated, Esquire, Men’s Journal           ...
Print- MNI Men Package            Markets           Circulation   Page Rate            Boston             118,440       $2...
Recommended Print Media Plan      Media             November December          January     February March                 ...
Next Steps     •   Stowe Mountain Lodge to provide feedback and approval     •   Blitz to begin negotiations with media ve...
Thank You
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Blitz Media: Intern Final Project

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Blitz Media: Intern Final Project

  1. 1. December 20122013-2014 Media Recommendation
  2. 2. Agenda • Purpose • Audience Analysis • Budget Review • Media Strategy • Recommended Media Channels • Next Steps2
  3. 3. Meet the Blitz Team • Account Management: Alexandra Glazer • Display: Carol Cai • Search Marketing: Taylor Murphy3
  4. 4. Purpose • Develop a multi-media approach including display, search and print to promote a Ski/Snowboard & Stay package • Review the recommended media plan in support of the following goals: • Build awareness of Stowe Mountain Lodge Ski/Snowboard & Stay Package • Generate traffic to SML from new and repeat customers • Increase number of loyal customers • Be selective with media choices based on environment and budget parameters4
  5. 5. Promotion Details • Ski/Snowboard Package: December 16, 2013 – March 9, 2014 • Print Flight will start in November to pre-advertise (monthly magazines) • Blackout Dates include Christmas, New Years Eve/Day, Martin Luther King Jr. Weekend5
  6. 6. Audience Analysis
  7. 7. MRI Research: Defined Target New England & New York Residents that have Skied/Snowboarded in the Last 12 months (1,628,000) • 57% Male / 43% Female • 38% domestically travel and stayed for 3-4 nights • Adults 18-49 (134) • 78% like to travel to places they have never been • Adults 18-34 (160) • 52% say when they find a vacation spot they like, they go back whenever they can • 65% believe that last minute travel specials are a • 32% College (180) great way to get a bargain • 18% Master’s Degree (250) • 70% say travel/hotel discounts have a strong influence on where they stay • 47% Married (86) • 44% Never Married (165) • Average HHI $113,767 (153) • 87% believe that the internet is a great way to • 24% $100-150K (162) buy products • 21% $75-99K (156) • 80% like to shop around before making a • 42% Any # of Children Living purchase at Home (0-17) (103) • 72% compare site prices online before purchasing7 Source: MRI Doublebase 2012
  8. 8. MRI Research: Media QuintilesHeavy consumption Media Quintiles for Target Audience Quintile I Quintile II Quintile III Quintile IV Quintile VLight consumption TV Radio Print Digital OOH Quintile Definitions: TV (Quintile V): 17-26.5 hours of TV viewed per week Radio (Quintile II): 23-50 hours of radio listened to per week Print (Quintile II): 6-11 magazines read in an average 28-day period Digital (Quintile II): 9.1-22 hours used in an average week OOH (Quintile I): 300+ miles driven per week 8 Source: MRI Doublebase 2012
  9. 9. Budget Review
  10. 10. Media Overview Campaign Net Cost Budget Display $200,000 Search $80,000 Print $193,178 $500,000 Media Services Fee(6% Gross) $473,178 Total Investment $501,56810
  11. 11. Media Strategy: Medium Overview Display Print Search11
  12. 12. Recommended Media Channels
  13. 13. Display13
  14. 14. Display Recommendation • SnoCountry • LivingSocial DIRECT BRANDING RESPONSE • Mobile Fuse • Pandora • Real Media Group14
  15. 15. Display – Living Social Site Rationale • Delivers unique and compelling offers • Eliminates waste through geo-targeting • Integrates branding and direct response efforts • Encourages snowballing and social sharing • 91% plan to or already have returned to merchant1 Ad Units • 100% SOV in Escape digest for one day • Presence in daily e-mails for one week • Custom branded content page • Branded deal tile on Escapes page • Escape deal page promotion • Post purchase promotional unit • Co-branded Facebook ads Buy Summary • Impressions: 5,300,000 • Site Spend: $50,000 1. https://getfeatured.livingsocial.com/getfeatured/us15
  16. 16. Display – SnoCountry Site Rationale • SnoCountry’s audience consists of 750K skiers annually • Provides snow and weather reports as well as event and resort information Ad Units • 300x250, 728x90, 120x600 • Mobile Banners • Dedicated monthly e-Mail blasts to 80K subscribers Buy Summary • Impressions: 830,000 • eCPM: $14.46 • Site Spend: $12,00016
  17. 17. Display – Pandora Site Rationale • Pandora is a cross-platform audio, web banner, and mobile vehicle that provides local market reach in an efficient manner • Delivers messages to highly-engaged users in an uncluttered environment • Mobile placements follow the Pandora listener wherever they go Ad Units • :15 or :30 audio • 300x250, 500x500 • Mobile and desktop audio units, banners, and companion tiles Buy Summary • Impressions: 5,000,000 • eCPM: $5 • Site Spend: $25,00017
  18. 18. Display – Mobile Fuse Site Rationale • MobileFuse offers unique homegrown technologies that boost ROI • High impact mobile placements and custom ski- themed landing page • Dynamically target ads • Ex. If there is increased snow to be expected Ad Units • Weatherbug takeover 100% SOV • 300x50, 300x250, 500x500, 480x60 Sample Sites • Dynamic targeting, radius targeting • Google mobile search keyword activated • Mobile landing page Buy Summary • Impressions: 1,374,327 • eCPM: $7.39 • Site Spend: $10,162.5018
  19. 19. Display – Real Media GroupThe Most Advanced Ad Management Site RationaleTechnology Available • Real Media Group drives better results with relevant and engaging creative executions • Unique partnerships allow for pinpoint targeting, optimization, better CPMs and an overall increase in leads Ad Units • 300x250, 160x600, 728x90 • Standard Banner • Flash or In Banner Video Sample Sites • Added Value: Dynamic Ad Targeting (Inventory, Audience, Weather, etc.) • Added Value: 500,000 Bonus Impressions Buy Summary • Impressions: 24,294,780 • eCPM: $3.75 • Site Spend: $84,65519
  20. 20. Recommended Display Media Plan20
  21. 21. Search21
  22. 22. Why Use Search? • Builds brand awareness − If you don’t show up in Search results, how are users going to find you? • Allows users to immediately connect when actively seeking out brand • One click away from an “action” • Among the most effective and cost-efficient channels − You only pay when someone clicks • Allows for highly targeted messages − Ad copy is written per every ad group • Continuously tested and optimized − If a keyword or ad isn’t performing well, it is removed/replaced • Provides real-time data that may be useful in determining landing page efficiency22
  23. 23. Search – Process Google Search Re- Ad Paid Search Display Marketing Extensions Network Mobile/ Location- In-Text Tablet Based Search Search23
  24. 24. Search – Process (cont’d) • Define the Campaign • Measurement • Goals • Keyword audits • Audience • Ad copy audits • Geography • Landing page audits • Budget • Quality score analysis • Brand Analysis • Search query analysis • Website • Optimization • Seasonality • Keywords, copy, landing pages • Industry • Bidding and budget • Development • Expansion • Keywords • Engine • Ad Copy • Display networks • Land page assignments • Mobile • Engine Selection • Match type • Quality score24
  25. 25. Keyword Creation via Keyword Tool Generates potential keywords based off of a few suggestions25
  26. 26. Keyword Creation via Keyword Tool (cont’d)26
  27. 27. Contextual Targeting Tool • Automatically organizes ad groups thematically • Builds out a keywords, expanding reach and relevancy • Creates lists of overlooked terms • Suggests bid prices27
  28. 28. Contextual Targeting Tool (cont’d)28
  29. 29. Insights for Search • Google Trends • Show how often a term is searched for relative to total volume • Also shows regional volume of searches to help target more efficiently29
  30. 30. Insights for Search (cont’d)30
  31. 31. Insights for Search (cont’d)31
  32. 32. Placement32
  33. 33. Placement (cont’d)33
  34. 34. Search – Fees and What’s Included Basic Fees: • $2,500 start-up fee (includes account creations, keyword and ad development) • $250 ad-serving fee ($250 first 10,000 clicks; additional $250 every 5,000 clicks) • 15% of net media ($2,000 minimum) monthly Projected Client Fees • $2,500 start-up fee • $500 ad-serving fee (15,000 clicks) • $12,000 net media fee (based off of $80,000 worth of total media over 3 months) • Total fees= $15,000 Included services: • Strategic plan development • Keyword and ad copy development • Budget forecasting • Account creation and implementation • On-going campaign optimization • Keyword • Creative • Landing page • Quality Score • Bi-Weekly reporting34
  35. 35. Print35
  36. 36. Print Recommendation • Media Networks, Inc. − “Luxury” Package • Elle Décor, Food & Wine, O: The Oprah Magazine, Real Simple, Town & Country, Travel & Leisure − “Men” Package • Sport’s Illustrated, Esquire, Men’s Journal − Customized, demographic & geographic targeted advertising − Efficiently reach target audiences − Print: 10 lifestyle-defined magazine packages in over 180 potential markets36
  37. 37. Print- Media Networks, Inc. Luxury Package Elle Décor, Food & Wine, O:The Oprah Magazine, Real Simple, Town & Country, Travel & Leisure • Affluent consumers who live the good life Package Demographics • 76% Female • Median Age: 46 • HHI: $78,304 • Target: Women HHI 150K+, 59% Specifically Travel & Leisure • Median Age: 50 • Male/Female: 44%/56% • Median HHI: $102,168 Editorial Highlights • December: Elle Décor, Great Winter Getaways • January: Travel & Leisure, 500 Ultimate Hotel Guide37
  38. 38. Print- MNI Luxury Package Markets Circulation Page Rate Boston 150,530 $38,300 Albany 28,750 $9,244 Providence 25,460 $9,244 Fairfield/Westchester 76,600 $19,78038
  39. 39. Print-Media Networks, Inc Men Package Sport’s Illustrated, Esquire, Men’s Journal • Affluent men who work hard and play harder: active & adventurous audience Package Demographics • Men 25-54, 46% (166) • 75K+ 48% (124) • 100K+ 33 (130) • Any College 63% (114) • Any Children 46% (112) Editorial Highlights November: Men’s Journal Winter Preview • Target: 25-54, 42% • Median Age: 40 • HHI: $72,71739
  40. 40. Print- MNI Men Package Markets Circulation Page Rate Boston 118,440 $23,090 New York City 96,580 $19,580 Fairfield/Westchester 39,040 $8,91540
  41. 41. Recommended Print Media Plan Media November December January February March 28 4 11 18 25 2 9 16 23 30 6 13 20 27 3 10 17 24 3 10 Page Rate (Net) Page Rate (Gross) Total Gross Print MNI Luxury Package //////////////////////////////////////////////////////////////////////// Boston $38,300 $32,555 $65,110 Albany $9,244 $7,857 $15,714.80 Providence $9,244 $7,857 $7,857 Fairfield/Westchester $19,780 $16,813 $16,813 MNI Men Package //////////// /////////// Boston $23,090 $19,627 $39,253 New York City $19,580 $16,643 $33,286 Fairfield/Westchester $8,915 $7,578 $15,156 Gross Total $193,190All publications are monthlyAll ads are full page remnantsLuxury Package Editorial Highlights: December: Elle Décor, ‘Great Winter Getaways’ January: Travel & Leisure, ‘500 Ultimate Hotels Guide’Mens Package Editorial Highlights: November, Men’s Journal ‘Winter Preview’41
  42. 42. Next Steps • Stowe Mountain Lodge to provide feedback and approval • Blitz to begin negotiations with media vendors42
  43. 43. Thank You

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