I created this PowerPoint for COM 213 group project. Slides 24 to 26 contain embedded videos created with the help of the group members. Cited: Pictures Google Images and embedded YouTube videos.

1. MEDIA
PLAN
Connor Bishop
Alice Stinson
Drew Walker
Rebecca Weider
COM 213

2. INTRODUCTION
Presentation Topics:
 Media Plan Objectives
 Reaching Media Objectives & Timeframe
 Target Market Selection
 Medium Selections & Rational
 Overview of Media Plan

3. MEDIA OBJECTIVE
&
TIMELINE
Objectives:
 Increase market share by 10%
 Increase revenue by 15%
Timeframe: June 2015 – November 2016

4. TARGET MARKET
Young Professionals
 Age 18 -25 (male & female)
 Tech savvy
 Disposable income: $20K - $50K (annual)

5. TARGET MARKET
Media Plan Launch
Location:
 State of Florida
 All 67 counties
Timing:
 Peak of vacation season
 Peak purchasing period

6. MEDIA SELECTION
&
TARGET MARKET
EXPOSURE

7. Facebook Ads
December 2015 – November 2016
 206 ads over 11 months
 Special Promo: Black Friday
 Expected unique impressions: 600

8. Television Ads
ESPN Sports Center PM
 November 2015*
 :30 Commercial “pre-holiday” season ads
 One week before Black Friday
 Frequency: one time – five consecutive days
* 2.26M (approx..) viewers 2014 [sportsmediawatch.com]

9. Magazine Ads
Wired Magazine
 Full page: four color / bleed / glossy
 First six months 2016
 Reach based on sales
Why? Target Market still reads it

10. GALAXY NOTE 4
COMPETITIVE ANALYSIS

11. GALAXY NOTE 4
COMPETITORS
Apple iPad Amazon Kindle

12. Apple iPad Advertising Details
Budget:
 $1.2 Billion in FY 2014
Media Used:
Product Placement
Movies & TV shows
 OOH, print, broadcast,
social media

13. …and now a word from our sponsor

14. Amazon Kindle Advertising Details
Budget:
 $245 Million FY 2014
Media Used:
Product Placement
Movies & TV shows
 OOH, print, broadcast,
social media

15. Competition’s
Media Delivery Schedule
Amazon Kindle
 24/7 year round
 Holidays
 Graduation
 Mother’s Day
Apple iPad
 24/7 year round
 Holiday
 Graduation
 Sporting Events
 Super Bowl

16. TARGET AUDIENCE
&
RECOMMENDATIONS

17. Demographics
 Gender: non-specific. Age 18 -25
 Ethnicity/Race: non-specific. Multicultural
 Attending college or recent graduates
 Young professionals
 Florida resident or frequent visitor
TARGET AUDIENCE
MILLENNIALS

18. TARGET AUDIENCE
MILLENNIALS
Psychographics
 Tech savvy – multiscreen users
 Entrepreneurs
 Values self-expression & peer acceptance
 Biggest financial challenge: student loans

19. Purchasing: The Decision Process
 Shop as entertainment
 70% purchases are peer influenced
 52% make impulse purchases
 60% research online before purchasing
TARGET AUDIENCE
MILLENNIALS

20. MILLENNIAL MEDIA HABITS
High Engagement Categories
 Mobile devices and applications
 Television and gaming
 Internet and social media
 Niche market magazines

21. MILLENNIAL MEDIA HABITS
Low Engagement Catagories
 Radio
 Newspaper
 Most magazines

22. Frequency at its finest

23. MEDIA SELECTION
RATIONAL

24. MEDIA SELECTION
Mediums & Vehicles
 Television Ads
 ESPN
 Magazine Ads
 Wired
 Social Media Ads
 Facebook

25. MAGAZINE ADS
Rational
 Magazine’s long life
 TM enjoys technology articles
Vehicle
Wired Magazine
First six months of 2016
Call to action
 Follow us on Facebook for
future promotions

26. TELEVISION ADS
Run
 Late November 2016
Rational
 Black Friday
 Cyber Monday
Call to action
 Purchase
 Mail in $50 rebate

27. FACEBOOK ADS
Rational
 TM online – 10 hours daily
Vehicle
 During television ads
 Holiday season
Call to action
 Like us
 Create content
 Ad or video

28. MEDIA PLAN
CREATION & RELEASE
FLOWCHARTS

29. WIRED MAGAZINE AD
TIMELINE
JUNE 2015 – JUNE 2016
2015 JUN JULY AUG SEPT OCT NOV DEC
2016 JAN
1/1
FEB
2/1
MAR
3/1
APR
4/1
MAY
5/1
JUN
6/1
1ST
RUN
2ND
RUN
3RD
RUN
4TH
RUN
5TH
RUN
6TH
RUN
6/15 – 7/15 CREATE AD
APPROVE
LAYOUTS
8/15 – 9/15
FINAL DRAFT
10/10
PLACMENT
11/22 -12/4

30. FACEBOOK AD TIMELINE
JUNE 2015 – NOVEMBER 2016
2015 JUN JULY AUG SEPT OCT NOV DEC 2016
JAN
FEB MAR APR
2016 MAY JUN JULY AUG SEPT OCT NOV
6/15/15 FACEBOOK ADS 4/15/2016
FACEBOOK ADS 11/16/16

31. ESPN TV AD TIMELINE
JUNE 2015 – NOVEMBER 2015
12/15/2015 FACEBOOK ADS 6/15/2016
JUNE JULY AUG SEPT OCT NOVEMBER
6/15 7/15 8/15 Commercial
will air during
SportsCenter PM
1x DAILY
11/16, 11/18
11/21, 11/22, 11/26
PRODUCTION 6/16 - 8/15
CREATIVE
DUE DATE
9/18
FINAL
PAYMENT
DUE 10/18

32. MEDIA BUDGET
Florida
Campaign

33. 46%
2%
22%
2%
29%
Media Budget Breakdown
ESPN Ad
Facebook Ad
Promo Materials
Research
Wired Ad
Total Budget:
$1,989,229.00

34. Any Questions?