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Black market media plan
Black market media plan
Black market media plan
Black market media plan
Black market media plan
Black market media plan
Black market media plan
Black market media plan
Black market media plan
Black market media plan
Black market media plan
Black market media plan
Black market media plan
Black market media plan
Black market media plan
Black market media plan
Black market media plan
Black market media plan
Black market media plan
Black market media plan
Black market media plan
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Black market media plan

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  • 1. PORTLAND CHILDREN’S MUSEUM “Where Imagination Lives” MEDIA PLAN Black Market Media Fall Term 2009 Robyn Birkedal M a r c u s D e g r a z i a Stephanie Maul Brandon Pitzer J e n n i c a W a l t m a n
  • 2. Table of Contents: The Right Audience. . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3 The Right Medium . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 The Right Exposure level . . . . . . . . . . . . . . . . . . . . . . . . .9 The Right Timing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .12 The Right Cost . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 Summary Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . .17 Creative Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 2
  • 3. The Right Audience WHO IS THE TARGET AUDIENCE FOR THE PORTLAND CHILDREN’S MUSEUM? DEMOGRAPHICS:  Age: 25-49  Gender: Female  Children: 1+  Education: Some college / higher education  Principle shopper of household  Annual Income: 30-60k GEOGRAPHICS:  Location: Beaverton, Aloha, Lake Oswego, West Hills, Portland Metro  Common Zip Codes: 97219, 97034, 97005, 97214 PSYCOGRAPHICS: Lifestyles:  Urban, healthy, independent, involved Values:  Family and community involvement, parenting, environmentalism, education Interests:  Healthy cooking  Spending time with family  Fitness & health, diet & weight loss  Social activities – adults and children  Self-help, arts and crafts, gardening 3
  • 4.  Oprah and other females in the media Beliefs:  Attends church occasionally  Registered as voters and politically aware  Progressive  Believe in the traditional family model Self Image:  A good mother, intelligent, having a busy lifestyle BEHAVIORISTICS: Buying Motivations Rational:  Price/value: Looking to save money and obtain a bargain  Ingredient/Content: Looks for food with healthy ingredients that are low in sugar, fat and preservatives for their family  Convenience: Values convenience and location for their purchases.They enjoy supercenters where it is a one stop shopping experience  Place: Prefer products that are widely available  Performance: Target audience prefers good quality and high performance Emotional:  Image: The target audience purchases items based upon how they will be viewed by other mothers and friends. They want approval based upon the products they buy for their family  Self-Concept: Motivated by how they feel after purchasing certain products seeking confidence and self assurance  Intimacy: Seek products that strengthen the relationship between them and family or friends 4
  • 5. Buying Style  Highly cognitive purchase styles  Enjoy shopping  Make up a mix of price sensitive and brand loyal shoppers  Not the first or last to try a new product  Depend on brand familiarity for purchases for their children  Influenced by others – friends & family  Influenced by children – 57% of moms consider their child’s request to be a vary important factor for making purchases  Moms are the primary shoppers for routine household purchases such as groceries and drug store items Media Preferences:  Listens to KWJJ & KGON  Urban women are most likely to surf the internet and watch TV- (urban living report)  Magazines: People, Newsweek, Oprah, Rolling Stone, Willamette Week, Real Simple, Portland Family and Metro parent 5
  • 6. The Right Media The media mix was carefully selected and based upon several factors. Mediums were chosen that had a good fit with the target audience, were locally relevant, and aligned with the plans objectives. The positive characteristics associated with the different media types were also a major consideration and are outlined below: RADIO Macro  Portland has more radio stations per capita than any other city. This indicates a high level of listeners within the area and allows us to directly connect with the local community.  This mobile medium will reach the active target audience easily and provide flexibility with the length of ads, sponsorships, and message types.  In addition this medium will help to build reach and frequency quickly with multiple message formats. Micro  We chose to use a mix of two different local radio stations that have high volumes of listerners in the target demographic. KGON will allow us to reach our target audience in the morning at a relatively low cost compared to delivered impressions.  KWJJ is a country station that attracts a high volume of listeners within our target market. In addition, their community focused programming will help us to reach the diverse target audience through their community event programming. MAGAZINES Macro  Magazines have graphic impact. They grab readers attention through color, style, and content. 6
  • 7.  Magazines have a level of credibility within the community and a long message life. Micro  The media vehicles we chose were Portland Family and Metro Parent. These local community based magazines are well known within the target audience and have a high pass along rate. These magazines are geared for women that value education and improving their child's life experiences. We are confident that magazines will be the most effective medium to reach our narrow target audience. OUTDOOR Macro  Out of home has the ability to generate a big visual impact upon viewers.  The ability to create a buzz value around town among the target audience and all walks of life.  Outdoor is flexibile. There is an opportunity to place the message in targeted geographic locations. Micro  We choose Trimet as the best method for outdoor advertising. With the Blue/Red Max lines going straight to the Children's Museum location in Washington Park, we have an attractive opportunity to advertise on those specific lines with eye catching murals.  Benches on Trimet give us the ability to attract attention from transit riders and auto commuters. While not as graphically attractive as a billboard, it will compliment our maxline mural media strategy and increase reach. INTERNET Macro  The internet is quickly becoming known within the business world as an effective way to measure and track impressions. 7
  • 8.  The ability to tailor information specifically to a target audience is a strength of the medium.  The speed of ad placement allows for quick changes to the ad as the campaign progresses. Micro  Citysearch was chosen as the media vehicle for the internet based upon the levels of viewers within our demographic. With the majority of users being women 21-44 and having a household income of over 50K there is an opportunity to effectively reach our target audience.  Citysearch visitors are already seeking information about local activities and events which allows for a media vehicle fit. MEDIA NOT RECOMMENDED TELEVISION  Creating effective reach and frequency within our target audience proved impossible with our budget. There are more cost effective ways to reach the target audience.  There is a high level of noise within television and our expensive ad will be seen passively by our busy target audience. NEWSPAPER  Our target audience is less likely to read the newspaper than any other media medium. This proved to be a poor choice for our strategy due to low reach and high costs.  In addition, Newspapers are not a creative medium as magazines and the internet, therefore limiting our ability to communicate the fun exciting opening of the Portland Children's Museum. 8
  • 9. 9
  • 10. The Right Exposure Level Four mediums were chosen as the best way to connect with the target audience: radio, magazine, outdoor, and Internet. During the campaign, reach will be favored over frequency for several reasons. Since virtually no advertising has been conducted for the property, it is important to communicate with the target audience with reach rather than frequency. In addition it is important to communicate the new location of the Portland Children’s Museum along with the uniqueness of the attraction. Media Use Table: Radio Media Media Ad Unit Number of Number Total Impressions Total Type Vehicles Size/Length ads of bonus Number per ad Impressions purchased ads of Ads Radio KGON - AM 60 sec 50 2 52 5304 275808 KWJJ - PM 60 sec 50 2 52 4947 257244 Total: 100 4 104 10251 533052 Radio is a strong local medium and has a low cost of entry. This medium can help inform the audience of the museum’s re-opening and other future events. The two local stations, KWJJ and KGON, will be used. KGON will be used in the morning daypart and KWJJ in the afternoon day-part. Media Use Table: Magazines Media Media Ad Unit # of ads Bonus Total Impressions Total Type Vehicles Size/Length purchased ads (1/4 Number per Ad Impressions (1/4 pg) pg) of Ads Magazines Portland 1/4 Page 20 5 25 40000 1000000 Family Metro 1/4 Page 20 5 25 40000 1000000 Parent Total: 40 10 50 80000 2000000 Portland Family Magazine and Metro Parent were the most trusted sources and the most effective to reach our target audience. 15% of the budget went to magazines which will achieve 52% of the target impressions during the campaign. 10
  • 11. Media Use Table: Outdoor Media Media Ad Unit Number Number Total Impressions Total Type Vehicles Size/Length of ads of Number Per Ad Impressions purchase Bonus of Ads Showing d Ads Outdoor Light rail Mural 8 10 2 12 36059 432708 Transit Benches 125 215 43 258 2096 540768 Total: 133 225 45 270 38155 973476 The highest percent of cost will be devoted to benches and murals from the outdoor category. Outdoor gives us the opportuinty to position the messages close to Portland Children’s Museum, have a relatively low cost per impression, and achieve a high reach. Media Use Table: Internet Media Media Ad Unit Number of Number of Total Number of Type Vehicles Size/Length Impressions Purchased Bonus Impressions (Tiles) Impressions Internet City Search Tile 1000000 40000 343200 Total: 1000000 40000 343200 Lastly, Internet is a great tool to use because of its high level of interactivity, requiring a high user involvement, which favors our reach over frequency strategy. Citysearch will be used because of its high level of use in the Portland area and popularity amongst our target audience. Media Use Table: Rollout Phase (3 weeks) Column a b c d e f g Target Audience Universe (W Media Type Total Ads Total Impressions TRPs Reach Frequency 25-49) 455717 Radio 20 207890 46 Magazine 10 780000 171 Outdoor Benches 101 210900 25 Outdoor Mural 4 168756 8 Internet 133848 133848 29 Totals for the Plan 133983 1501394 279 50 6 After conducting the Ostrow Base Method, we discovered that a roll out phase of 3 weeks would be preferable, with a reach of 50 and a frequency of 6. 11
  • 12. Media Summary Table: Full Year Column a b c d e f g Target Audience Universe (W Media Type Total Ads Total Impressions TRPs Reach Frequency 25-49) 455717 Radio 104 533052 117 Magazine 50 2000000 439 Outdoor Benches 258 540768 25 Outdoor Mural 12 432708 8 Internet 343200 343200 75 Totals for the Plan 343624 3849728 664 60 11 The full year media plan for Portland Children’s Museum delivers almost 4 million impressions and 664 target rating points. Reach for the entire media plan is 60 while frequency remains at 11. 12
  • 13. The Right Timing The media schedule for the Portland Children’s Museum is scheduled to begin in late December 2009 and end November 2010. Several factors were taken into consideration when determining the right timing for Portland Children’s Museum media plan including holidays, school schedules, peak attendance to the museum, and preparing for the initial grand opening. The plan calls for an initial rollout phase of three weeks which was determined by calculating the Ostrow Base. This heavy up period begins the last week of December and is carried through the 2nd week of January. We chose this time frame due to scheduled opening of the Portland Children’s Museum in January, and to provide excitement and generate ticket sales before the grand opening. Although there is a lot of noise during this holiday period, our media mix contains powerful vehicles to reach the target audience. In addition, many people are looking for activities during January as their busy holiday schedules slow down. This is evidenced by 20% of the Museum’s past attendance occurring in January & February. The second heavy up period will take place during the 4 weeks of June. This period was chosen as it is the beginning of summer and many mothers are looking for activities to participate in with their young children who are no longer in daycare or school. The beginning of summer sparks activities and mothers are looking for ways to enjoy more free time with their children. Past attendance records indicate a rise in visitors during the summer months. Heavy advertising in June will allow for increased awareness among the target audience that will lead to increased attendance throughout the summer months. Emphasis will be place upon all four mediums that make up our media mix. Between the periods of January 15th 2010 to June 1st 2010 and July 1st to October 22nd 2010 there will be continuous levels of advertising totaling a monthly cost of $8,934 and achieve 63 rating points per month. During the month of November, Portland Children’s Museum will go dark. No advertising will be scheduled at this time due to the high costs and heavy noise from holiday ad campaigns. 13
  • 14. 14
  • 15. The Right Cost With a $135,000 budget, the resources were divided between four advertising mediums; radio, internet, magazines, and outdoor (TRIMET). These mediums are expected to deliver the most target impressions. The advertising budget was allocated as follows: 21% given to radio, 15% went to magazines, 40% was directed towards outdoor (split between benches and murals) and 24% is spent on Internet. This media mix was chosen to deliver a high amount of target impressions in relation to the dollar amount spent. COST BY MEDIA TYPE The total spent per media over the course of the year is as follows, radio: $27,500, magazines: $19,040, outdoor benches: $37,625, outdoor murals: $15,000, and Internet: $32,000. The total amount spent for the year totaled $131,165 which is under the $135,000 budget. $34,918 was spent during the three week rollout phase which is 27% of the total spent. The following bonus ads were negotiated:  Radio- 4, 60 sec ads were given equaling $1,100  Magazines- 10, ¼ pg ads were gifted equaling $4,760  Outdoor benches- 43 extra benches were given totaling $7,525  Outdoor Murals- 2 murals were earned equaling $3,000  Internet- 4000 extra impressions were given totaling $1,280  TOTAL PRICE EQUIVILANT OF GIFTS = $17,665 15
  • 16. Impressions by Media Type The amount of impressions that received from this media plan for the whole year was 3,849,728. The breakdown is as follows:14% from radio, 9% from Internet, 11% from outdoor murals, 14% from outdoor benches, and 52% from magazines. 39% of our impressions were reached in our three week rollout phase. The CPM for each media was: CPM for Rollout:  Radio- $52 Radio-$11  Magazine- $10 Magazine- $6  Outdoor benches- $70 O.B.- $84  Outdoor mural- $35 O.M.- $36  Internet- $93 Internet- $32  For All- $34 For All- $23 The CPP for each media was: CPP for Rollout:  Radio- $253 Radio-$48  Magazine- $43 Magazine- $28  Outdoor benches- $1505 O.B.- $707  Outdoor mural- $1875 O.M.- $750  Internet- $427 Internet- $148  For All- $198 For All- $125 16
  • 17. Cost Summary for 12-Month Campaign h i j k l m n CPM for CPM CPP for CPP Value of each for all each for all Mult'r Total Market medium media medium media Cash Cost (Free Ads) Value (h+i) (Cash) (Cash) (Cash) (Cash) Radio $27,500.00 $1,100.00 $28,600.00 $52 $235 Magazine $19,040.00 $4,760.00 $23,800.00 $10 $43 Outdoor Benches $37,625.00 $7,525.00 $45,150.00 $70 $1,505 Outdoor Mural $15,000.00 $3,000.00 $18,000.00 $35 $1,875 Internet $32,000.00 $1,280.00 $33,280.00 $93 $427 Total $131,165.00 $17,665.00 $148,830.00 $34 $198 Cost Summary for Rollout h i j k l m n Value of CPM for CPM CPP for CPP Mult'r Total each for all each for all (Free Market medium media medium media Cash Cost Ads) Value (h+i) (Cash) (Cash) (Cash) (Cash) Radio $2,200.00 $2,200.00 $11 $48 Magazine $4,760.00 $4,760.00 $6 $28 Outdoor Benches $17,675.00 $17,675.00 $84 $707 Outdoor Mural $6,000.00 $6,000.00 $36 $750 Internet $4,283.14 $4,283.14 $32 $148 Total $34,918.14 $34,918.14 $23 $125 17
  • 18. Summary Objectives Audience and Delivery  Achieve 664 total target rating points among our target audience, women 25 - 49, during the duration of the advertising campaign o Attain 279 rating points during the three weeks of our roll-out phase o Attain 385 rating points for the remainder of the campaign  Achieve a frequency of 6 and a reach of 50 in the three week roll-out phase  Achieve a frequency of 11 and a total reach of 60 over the entire campaign  Achieve 3,849,728 total target impressions among our target audience using 343,624 ads with the following media mix strategy: o Deliver 533,052 impressions or 14% through radio o Achieve 2,000,000 impressions or 52% through local magazines o Deliver 97,3476 impressions or 25% through outdoor o Achieve 343,200 impressions or 9% through internet Cost and Efficiency  Maintain an average target audience CPM of $23 for the 3 week rollout campaign  Maintain an average target audience CPM of $34 for the entire campaign  Achieve an average CPP of $125 for the 3 week rollout campaign  Successfully achieve an average target CPP of $198 for the entire campaign Strategic and Tactical  Select a media mix that connects with our target audience and is effective in terms of timing and characteristics  Develop promotional alliance with the Multnomah County Library that will target mothers with children  Schedule a rollout phase of 3 weeks that will cover the week before and 2 weeks after the opening of the Portland Children’s Museum  Schedule a pulse during 4 weeks in June to attract the summer activity oriented mothers and children that make up our target demographic 18
  • 19. Creative Media Portland Children’s Museum would benefit from a partnership with the Multnomah County Library. This is one of the oldest libraries on the west coast, with a history that reaches back to 1864. Today, Central Library and the 16 libraries that make up the library system house 480 computer search stations for the public and maintain a collection of two million books and other library materials. As Oregon's largest public library, Multnomah County Library serves nearly one-fifth of the state's population with a wide variety of programs and services. Many of these programs are aimed to increase the literacy rates among babies, children, and teens. The summer reading program reaches children from birth to age 18, and entices children to read when school isn’t in session. Nearly 58,000 kids registered in 2008, and 50% of all elementary school students participated. The program that we think would best suit the Portland Children’s Museum is “Story Time.” Each week librarians and trained staff adapt song and dance activities into a fun story that matches the attention spans of their audience. This partnership would occur during our second pulse period in June. Starting Saturday June 5th Librarians will be invited to the Portland Children’s Museum every Saturday for the entire month to read fun 25-30 minute stories to children. These events will be advertised on both the PCM website, and the Multnomah County Library calendar of events. To help drive traffic, the Multnomah County Libraries will give out $2.00 off admission coupons to any new library card holder. After story time Librarians will be able answer questions about books and library services, and teach parents how to interest their children in reading. In addition they will be able to promote the summer reading program which helps maintain and increase the reading skills of children. Parents will be able to fill out and turn in a registration forms at the museum. MCL will benefit from this partnership because they will be able to promote library services, the importance of early literacy skills, increase the number of library card holders, and promote the summer reading program. This partnership will benefit PCM by driving more traffic, increasing sales, and adding to the attendees learning experience. 19
  • 20. September 2010 October 2010 November 2010 December 2009 January 2010 February 2010 March 2010 April 2010 May 2010 June 2010 July 2010 August 2010 Media Broadcast Calendar 9/1 9/8 9/15 9/22 10/1 10/8 10/15 10/22 11/1 11/8 11/15 11/22 12/1 12/8 12/15 12/22 1/1 1/8 1/15 1/22 2/1 2/8 2/15 2/22 3/1 3/8 3/15 3/22 4/1 4/8 4/15 4/22 5/1 5/8 5/15 5/22 6/1 6/8 6/15 6/22 7/1 7/8 7/15 7/22 8/1 8/8 8/15 8/22 25 20 Monthly Attendance (%) 15 10 Annual TRPs (%) 5 0 Holidays Labor Day Halloween Thanksgiving Christmas New Years Day Valentine's Day St. Patricks Day Easter Mother's Day Father's Day Indepence Day Media Broadcast Center September October November December January February March April May June July August 9/1 9/8 9/15 9/22 10/1 10/8 10/15 10/22 11/1 11/8 11/15 11/22 12/1 12/8 12/15 12/22 1/1 1/8/ 1/15 1/22 2/1 2/8 2/15 2/22 3/1 3/8 3/15 3/22 4/1 4/8 4/15 4/22 5/1 5/8 5/15 5/22 6/1 6/8 6/15 6/22 7/1 7/8 7/15 7/22 8/1 8/8 8/15 8/22 W 25-49 Rollout Phase 2nd Pulse Radio Ads 6:00am- Pulsing Period Ad Total 4 4 10 4 4 4 4 10 4 4 10:00a Weekly Ad Total 1 1 1 1 1 1 1 1 3 3 4 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 3 3 2 2 1 1 1 1 1 1 1 1 3:00pm- Pulsing Period Ad Total 4 4 10 4 4 4 4 10 4 4 7:00pm Weekly Ad Total 1 1 1 1 1 1 1 1 3 3 4 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 3 3 2 2 1 1 1 1 1 1 1 1 Outdoor/Transit Ads Benche Pulsing Period Ad Total 14 14 101 14 14 14 14 45 14 14 s Weekly Ad Total 3 4 3 4 3 4 3 4 30 30 41 3 4 3 4 3 4 3 4 3 4 3 4 3 4 3 4 12 12 9 12 3 4 3 4 3 4 3 4 Pulsing Period Ad Total 1 1 1 1 1 1 1 3 1 1 Murals Weekly Ad Total 1 1 1 1 1 1 1 2 1 1 1 Internet Ads Pulsing Period Ad Total 18609 18609 133848 18609 18609 18609 18609 60479 18609 18609 Tile Weekly Ad Total 4652 4652 4652 4652 4652 4652 4652 4652 40154 40154 53540 4652 4652 4652 4652 4652 4652 4652 4652 4652 4652 4652 4652 4652 4652 4652 4652 18609 13957 13957 13957 4652 4652 4652 4652 4652 4652 4652 4652 Magazine Ads 1/4 Pulsing Period Ad Total 2 2 5 2 2 2 2 4 2 2 Page Weekly Ad Total 1 1 1 1 1 1 3 1 1 1 1 1 1 1 1 2 2 1 1 1 1 1/4 2 2 5 2 2 2 2 4 2 2 Page Weekly Ad Total 1 1 1 1 1 1 3 1 1 1 1 1 1 1 1 2 2 1 1 1 1 Number of Ads Radio Ads 2 2 2 2 2 2 2 2 6 6 8 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 6 6 4 4 2 2 2 2 2 2 2 2 Outdoor/Transit Ads 3 4 3 5 3 4 3 5 31 30 41 3 4 3 5 3 4 3 5 3 4 3 5 3 4 3 5 12 14 9 13 3 4 3 5 3 4 3 5 Internet Ads 4652 4652 4652 4652 4652 4652 4652 4652 40154 40154 53540 4652 4652 4652 4652 4652 4652 4652 4652 4652 4652 4652 4652 4652 4652 4652 4652 18609 13957 13957 13957 4652 4652 4652 4652 4652 4652 4652 4652 Magazine Ads 1 1 1 1 1 1 1 1 2 2 6 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 2 2 2 2 1 1 1 1 1 1 1 1 Total Ads 4658 4659 4658 4660 4658 4659 4658 4660 40193 40192 53595 4658 4659 4658 4660 4658 4659 4658 4660 4658 4659 4658 4660 4658 4659 4658 4660 18629 13979 13972 13976 4658 4659 4658 4660 4658 4659 4658 4660 Radio Rating Points Pulsing Period Rating Total 9 9 22 9 9 9 9 22 9 9 Weekly Rating Total 2 2 2 2 2 2 2 2 7 7 9 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 7 7 4 4 2 2 2 2 2 2 2 2 Outdoor/Transit Rating Points Pulsing Period Rating Total 14 14 54 14 14 14 14 44 14 14 Weekly Rating Total 1 2 1 10 1 2 1 10 22 14 19 1 2 1 10 1 2 1 10 1 2 1 10 1 2 1 10 6 21 4 13 1 2 1 10 1 2 1 10 Internet Rating Points Pulsing Period Rating Total 4 4 29 4 4 4 4 13 4 4 Weekly Rating Total 1 1 1 1 1 1 1 1 9 9 12 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 4 3 3 3 1 1 1 1 1 1 1 1 Magazine Rating Points Pulsing Period Rating Total 35 35 88 35 35 35 35 70 35 35 Weekly Rating Total 9 9 9 9 9 9 9 9 18 18 53 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 18 18 18 18 9 9 9 9 9 9 9 9 Rating Point Totals Total Pulsing Period Rating Points 63 63 194 63 63 63 63 150 63 63 Total Pulsing Period Rating Points % 7.40% 8.00% 22.97% 7.40% 7.40% 7.40% 7.40% 17.81% 7.40% 7.40% Cost Total Monthly Cost $ $8,934 $8,934 $49,952 $8,934 $8,934 $8,934 $8,934 $26,180 $8,934 $8,934 Total Pulsing Period Cost $ $49,952 $26,180 Total Pulsing Period Cost % 6.05% 6.05% 33.84% 6.05% 6.05% 6.05% 6.05% 17.74% 6.05% 6.05%

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