Shutterfly 2012 Media Plan


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This is a project on Shutterfly's 2012 Media Plan. It includes situation analysis, competitors, market selection, targeting, scheduling, media strategies and a flowchart.

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  • According to the CEO, Shutterfly focuses on their user demographic, which as 75% females. They tend to have children. They're 25 to 55 years old. And they tend to be what we call the 'CMO,' the Chief Memory Officer of the family. They're the ones responsible for capturing and sharing and telling the stories.”
  • Just to give you a sense of the population of our target15.1 Million women are current photo book users, of those 9.9 Million are in family households with kids under 18 (with parents 25-34)24Million women are potential users of those 14.1 Million family households with kids under 18 (with parents 35-44)73% of their returning customers are mothersHaving kids, as a life events mean they are more likely to be repeated customers
  • Fall 2009 MediaDemographics - Homemaker/Principal ShopperPrincipal Shopper Marital StatusNow MarriedBase: Female
  • Atlanta, GA 119,370 $21,705 Dallas/Ft. Worth 152,260 $27,685Houston, TX 124,350 $22,610 San Antonio, TX 108,630 $20,530 LA Metro, CA 281,410 $44,185 Chicago, IL 194,490 $30,540TOTAL 980,510 $167,255
  • Real Simple - reaches 3.1MM US population (monthly), 65% of them are female(index: 126) and the audience tend to have higher education levels.Every Day with Rachael Ray - It reaches 246M US population (monthly), 67% of them are female (index: 130).Parents - It reaches 2.0MM US population (monthly), 69% of them are female(index: 133), and 53% of them have - 888,703 unique monthly visitors, 74% female, majority have one child already, avg HHI around 75K. Holiday hints newsletteriParentingBabyCenter - #1 pregnancy and parenting websiteDisney (including iParenting), on key subpages
  • Shutterfly 2012 Media Plan

    1. 1. 2012 Media Plan<br />Cathy Chao, Yuting Jiang, Kris Mattera and Monica Zurlinden<br />
    2. 2. Company overview<br />Founded 1999<br />$307.7 million in net revenues in 2010<br />Constantly growing, year-over-year<br />4.1 Million customers<br />Almost 9.2 Million orders<br />Average order of $32.88<br />
    3. 3. Products<br />Personalized products and services (PPS)GROWING<br />Prints (includes 4x6 prints, 5% of total rev)GROWING(4x6 prints = DECLINING)<br />Commercial PrintingSTEADY<br />
    4. 4. PPS – 72%<br />Photo books<br />Cards & stationary<br />Calendars<br />Photo gifts<br />Home decor<br />
    5. 5. Business<br />Return customers = 72%<br />New customers = 17% <br />Q4 is Peak season – December is busiest month<br />54% of 2010 revenue<br />40% of orders<br />56% of customers ordering<br />Higher average order ($44.41)<br />
    6. 6. Partnerships<br />
    7. 7. Industry and Competition<br />
    8. 8. Objective 1<br />Marketing<br />Gain market share, through growing brand awareness and increased product use/purchase of PPS, specifically custom photo books <br />Media<br />Reach the target audience using broad reach media to increase national awareness.<br />Leverage current relationships with other businesses to gain new customers and grow market share.<br />
    9. 9. Objective 1, con’t<br />Marketing<br />Gain market share, through growing brand awareness and increased product use/purchase of PPS, specifically custom photo books <br />Media<br />Direct media weight to those moms (CMOs) most likely to be important targets.<br />Additionally support opportunity markets representing greatest volume and growth potential.<br />
    10. 10. Objective 2<br />Marketing<br />Position Shutterfly as a premium online photo service focused on preserving memories and publishing high-quality, customized printed materials.<br />Media<br />Use media vehicles that align with and reinforce Shutterfly’s premium brand message.<br />
    11. 11. Objective 3<br />Marketing<br />Ensure Shutterfly remains top-of-mind and within the consideration set during key periods. <br />Media<br />Use a strong effort through high frequency media bursts, especially in the mid- to late- fourth quarter to achieve high levels of reach and awareness Shutterfly and its high quality photo books. <br />
    12. 12. Targeting Strategy<br />
    13. 13. Who Shutterfly Targets<br />“…what we call the 'CMO,' the Chief Memory Officer of the family. They're the ones responsible for capturing and sharing and telling the stories.”<br /> - Shutterfly’s President & CEO, Jeffrey Housenbold<br />
    14. 14. 4 target types that overlap<br />CMOs (W21-54)<br />Bundle of Joy: W21-40, married, HHI $50K+ with a child under 2 years of age<br />Soccer Moms: W25-54, married, HHI $50K+ with a child between the ages of 6-11<br />
    15. 15. 4 target types that overlap<br />Happily Ever After<br />W18-34, engaged/recently married (or close to someone who is), HHI $45K+ <br />Brides, MOB, MOG, Bridesmaids, friends<br />Bon Voyagers<br />A25-34, HHI $50K+, who travel often<br />
    16. 16. Media Target: CMOs<br />Greater population – current and potential<br />Current photo books users: 15.1 Million women who have participated in photo album/scrapbooking in the last 12 months. <br />Potential photo book users: 24 Million family households with kids under 18 (with parents 25-44)<br />CMO life events (kids) mean they are more likely to be repeat customers.<br />
    17. 17. CMO Demographic<br />Middle to upper-class<br />Indexes high with HHI of $50K+<br />36% more likely to have a HHI above $150K<br />Ages 18-44<br />38% more likely be 25-34<br />
    18. 18. CMO Demographic/Life Event<br />Users have younger children<br />Child age: <12 months 122 Child age: 12-23 months 124 Child age: <2 years   120Child age: <6 years 125 Child age: 2-5 years 125 Child age: 6-11 years 109<br />
    19. 19. CMO Psychographics<br />Time with family<br />Preserving memories, having keepsakes, documenting the past<br />
    20. 20. CMO PRIZM – F2<br />“Young Accumulators”<br />Ethnically diverse<br />College educated<br />White-collar/professional jobs <br />Suburban and exurban areas<br />Large families<br />Upscale lifestyles<br />Includes: Upward Bound, Beltway Boomers, Kids & Cul-de-Sacs, Fast-Track Families, and American Dreams<br />
    21. 21. CMO PRIZM – F3<br />“Mainstream Families”<br />Middle- and working-class<br />At least one child<br />25-54 years old<br />Lifestyles befitting large families in small towns<br />Includes: New Homesteaders, Big Sky Families, White Picket Fences, Blue-Chip Blues, Kid Country, USA, Shotguns & Pickups, Suburban Pioneers, Multi-Culti Mosaic<br />
    22. 22. Venn Diagram<br />Women(18+):116,722,000<br />Women, principle shopper, married:<br />67,915,000<br />Women who made photo books/scrapbooked in the last year: 15,168,000<br />
    23. 23. Targeting strategy<br />
    24. 24. Geographic Recommendations<br />National<br />MRI data shows users are more likely to be in the West and Mid-West Census regions.<br />
    25. 25. Geographic Recommendations<br />Anchorage, AK <br />Salt Lake City, UT <br />Las Vegas, NV <br />Houston, TX <br />Los Angeles, CA <br />Chicago, IL <br />Sacramento et al, CA Miami-Ft. Lauderdale, FL Bakersfield, CA <br />Dallas-Ft. Worth, <br />TX Honolulu, HI <br />San Diego, CA <br />Baltimore, MD<br /> Laredo, TX <br />Washington et al, DC-MD <br />F2 Young Accumulators<br />
    26. 26. Geographic Recommendations<br />F3 Mainstream Families<br />
    27. 27. Heavy-up Markets<br />High indexing F2/F3 cities<br />Supported by MRI data (West, Mid-West)<br />
    28. 28. Spending Strategy <br />Nationally – Defensive<br />Local- Opportunity<br />
    29. 29. Scheduling<br />
    30. 30. Shopping patterns<br />Steady through Q1, Q2 and Q3<br />Peak season in Q4<br />December is busiest month<br />Q1<br />Q3<br />Q2<br />Q4<br />
    31. 31. Media Consumption <br />Busy moms on the go<br />Heavier readers of magazines (Q1-118, Q2-117)<br />Heavier Internet users (Q1-113, Q2-132, Q3-129)<br />Moms are prevalent in social media<br />Heavier consumers of OOH<br />Moderate consumers of newspapers<br />Lower consumers of Radio and TV<br />Media with shelf life/catalog value<br />
    32. 32. Customer rituals<br />Every year, pulls together a collection of photos for gifts and holiday cards to share with friends and family.<br />
    33. 33. Day in the Life<br />Browse travel sites on lunch break<br />Breakfast, take kids to daycare<br />Read bedtime stories. No TV for kids<br />9:00PM<br />5:30 -7:00 P.M.<br />5pm: Pick up the kids<br />6PM:Cook dinner and enjoy it with family<br />Go to work, catch up on favorite blogs with Mobile apps. Yahoo! Mobile for news<br />Relaxed in bed, read Real Simple, while husband watches TV <br />Work, check emails<br />7pm: Bath time<br />
    34. 34. Schedule strategy<br />Concentrate on peak season, generating awareness early on to drive sales.<br />Less of a focus during the off-season<br />Flighting<br />Q4<br />Q4<br />Q1<br />Q2<br />Q3<br />
    35. 35. Media Strategy<br />
    36. 36. Objectives and Strategy<br />During the fourth quarter, use magazines to effectively extend reach to target CMOs on a national basis.<br />During the fourth quarter, as budget permits, efficiently provide additional support via use of local magazine ad networks in key opportunity markets to extend reach and build impressions and awareness among CMOs in these important markets.<br />Employ digital banner ads on select websites, including Facebook to efficiently deliver impressions nationally and to achieve adequate reach and frequency levels for high awareness among key user groups. <br />
    37. 37. Objectives and Strategy<br />Employ search engine marketing (contextual based search engine ads) to effectively reach CMOs who are in the consideration stage of the CDJ on a national basis.<br />During the second and third quarter, use out-of-home placement in key market(s) frequented by the target to achieve awareness, generating awareness in the off-peak season. <br />
    38. 38. Magazines<br />Tactical Plan<br />Digital/Online<br />OOH<br />
    39. 39. Out of Home Media<br />5% of Budget<br />$50,000<br />Flighting Q2<br />
    40. 40. Out of Home: MCO <br />Billboards/Posters in Orlando International Airport (MCO) and around Orlando<br />Big family tourist destination – where memories are made.<br />13th busiest airport in USA – 16.1 Million boardings<br />Average HHI of passengers: $75,736<br />40% of passengers are 25-44<br />Billboards & Posters<br />Total Cost: $50,000<br />
    41. 41. Magazines<br />67% of budget<br />$666,630<br />Q4 only<br />
    42. 42. MNI Family Network<br />November, P4CB<br />American Baby, Disney FamilyFun, Parenting: Early Years, Parents<br />Can’t afford all pubs on a national level. Local buy targets opportunity markets. Increases awareness as peak season begins.<br />1 Ad - P4CB RHP<br />Circulation: 980,510<br />CPM: $170.58<br />Total Cost: $167,255<br />
    43. 43. MNI Family Network<br />Atlanta, GA 119,370 $21,705 <br />Dallas/Ft. Worth 152,260 $27,685<br />Houston, TX 124,350 $22,610 <br />San Antonio, TX 108,630 $20,530 <br />LA Metro, CA 281,410 $44,185 <br />Chicago, IL 194,490 $30,540<br />TOTAL 980,510 $167,255 <br />
    44. 44. Real Simple<br />December -50 gifts for under $50 issue<br />Rationale: 176 Index, 43% have kids<br />Audience details here<br />1 Ad - P4CB RHP<br />Circulation: 1,991,108<br />CPM: $88.04<br />Total Cost: $175,300<br />
    45. 45. Disney FamilyFun<br />December – Holiday Issue <br />Rationale: 155 Index, 75.6% have kids<br />Audience details here<br />1 Ad - P4CB RHP<br />Circulation: 2,117,635<br />CPM: $85.51<br />Total Cost: $181,075<br />
    46. 46. Everyday with Rachael Ray<br />December – Holiday Issue <br />Rationale: 144 Index, 53% have kids<br />Audience details here<br />1 Ad - P4CB RHP<br />Circulation: 1767409<br />CPM: $80.91<br />Total Cost: $143,000<br />
    47. 47. Digital<br />28% of budget<br />$283,370 Total<br />Consisting of:<br />Banner Ads<br />Search Engine Marketing (Google AdWords)<br />Facebook advertising<br />
    48. 48. Digital – Banner Ads<br />Q4, increasing from Oct – Nov, peaking 4 weeks prior to Christmas.<br />Standard IAB sizes<br />Total Cost: $100,000<br />
    49. 49. Digital – Banner Ads<br />
    50. 50. Digital – Search Engine Marketing<br />Q2 (15K) <br />Q3 (15K) <br />Q4 (100K), increasing from Oct – Nov, peaking 4 weeks prior to Christmas.<br />Character limit, Text based<br />Total Cost: $133,370<br />
    51. 51. Digital - Facebook<br />Q3 (10K) and Q4 (40K)<br />153 index<br />1,505,720 women in the US, 21-44, college grad, who list “my kid,” “family,” “children” or “being mom” as interests/likes<br />Character limit, Text based & 1 image<br />Total Cost: $50,000<br />
    52. 52. Schedule goes here<br />Cathy’s<br />
    53. 53. Budget breakdown<br />
    54. 54. Overall reach <br />Total impressions (conservative)<br />6,856,662 <br />Does not include Digital or OOH.<br />
    55. 55. Thank you!<br />Kristin<br />Monica<br />Cathy<br />Yuting<br />