Media Plan for Advertising

1. Introduction to the Advertising Process
Ben Wester
Casper Mattresses for Millennials in Kansas City & New York
Target’s Psychographic Summary
• Value a good night’s sleep
• Want an easy shopping experience
Target’s Demographic Summary
• Gender: Female
• Age Range: 18- 39
• HH Income: Less than $50,000 a year
Target’s Geographic Locations: Kansas City, MO, and New York, NY
Casper Company Profile
Mattress Industry
For years, buying a mattress meant a multitude of things. Going to the mattress store, trying out
a million mattress, figuring out if they deliver to your home, and then the desperate struggle to get it
inside if they don’t. More recently, there has been a shakeup withing the mattress industry. A few
companies have come up with a way to bypass expensive prices and overzealous salespersons. The bed

2. in a box. (Farrell) With this genius technique, many companies have allowed people to shop at home for
one more item that they use every day but wouldn’t necessarily think about all the time. And by having
trial periods that can be 100 days long, (Farrell) bed in a box companies are slowly becoming more and
more of an option over major retailers, as more and more consumers are switching to this online format
of shopping.
Company Overview and History
Casper is a bed in the box style company that has been around for about 6 years, starting in
2014. Casper allows you to purchase a mattress online and get it delivered right to your door. According
to their own website, their main goal is a good night’s sleep for all, because they believe everyone
deserves the best sleep possible. (Casper) They have been in business for a few years and have seen
success with over a million happy sleepers within that time. They are special in the fact that they only
offer a few products such as only three mattresses, and this allows those to be a good as they can
possibly be. By having a return policy that is very lenient and allows for the easy removal of products
from the home, they are trying to put themselves above the competition by doing as much for the
customer as they can.
Products
The products that Casper sell are mattresses, pillows, bedframes and bedding, and within each
of these categories, there are only a few options to choose from, making the buying process far less
confusing. When talking about the mattresses, there are three options, the original, the nova hybrid and
the wave hybrid. According to Casper, the original is the most popular, the nova hybrid is the most
plush, and the wave hybrid is the most advanced. When it comes to testing their mattresses, Casper has
many things they consider such as temperature, spine alignment and durability. By testing these things,
and others, they can determine whether each mattress is up to their standards. (CasperLabs)

3. Price
For the original mattress, the price starts from $595. The nova hybrid starts at $1095, and the
wave hybrid starts at $1495. These mattresses all have the same base, but then depending on which
mattress you are looking at determines what exactly is inside it. Each mattress has its own pros and
cons, such as the Original being the least expensive, but not as plush as the others, The Nova is the most
plush with 7 zones of support for proper spinal alignment, but is more expensive, and finally the Wave is
the most advanced with technology that helps you remain cool while you sleep, but is also the most
expensive.
Place
Casper has physical stores across the country if you still need to lay on a mattress before you
buy it, as many feels more comfortable if they do. It’s important that Casper still have physical stores to
visit because many customers still feel more comfortable about a mattress purchase if they get to lie
down on it within a store. If there is no Casper store near you, they have partnered with top retailers
such as Target in order to get Casper as close to you as possible. Casper has about 59 physical stores, but
then the retailers they are partnered with are across the country. These physical stores are important
because they provide a place for potential customers to be able to come and test the mattresses before
buying, something that makes many consumers far more comfortable with their purchase. Even with
the physical stores and with partners such as Target, Casper still wants your purchase to come from
online, which is why many of these locations are more or less just showrooms, where you can test the
mattress, but you can’t walk out of the store with one.
Target Audience: Millennials in Kansas City and New York

4. Psychographic Elements of Millennial Mattress Shoppers
According to the Better Sleep Council, when shopping for a mattress, a typical millennial is
searching for the qualities of the mattress, what type of mattress it is, it’s size, it’s price and any sales
promotions. They also want to have a convenient shopping experience which is why many millennials
shop quickly and end up regretting their mattress purchase. They want to have a good night’s sleep
above all else, considering it to be better for their health even more than diet and exercise. When they
begin shopping, they have an idea of some of the things they are looking for but are still a little fuzzy on
some other aspects. They usually know about what size mattress they are looking for, the have a budget
in mind for it, they know if they will purchase online or in a store, and what type of mattress they are
going to buy. The things that they are still undecided on are any specific or special features they may
want with their mattress, or what specific store or retailer they will buy from. When they look for the
information, they will check places such as the internet, other customers review and in store displays, to
only name a few. (Mini Field Guide)
Demographic Elements of Millennial Mattress Shoppers
When we look at the demographics of millennial mattress shoppers, we are looking at gender,
age range and household income. The gender of these shoppers is about two thirds female, according
the mini field guide. The age range is 18-39, which would qualify them as being millennials. Their
household income is 51% that are making less than $50,000 a year for the household. This means that
whoever is living in the house, all their incomes combined equal out to this number. This is the highest
percentage and shows that these customers aren’t in a place to break the bank when it comes to their
purchases. (Buyers Journey)

5. Geographic Target: Kansas City, MO, and New York, NY
When we look at these two DMAs, we can see that there is one physical Casper store in Kansas
City and that there are eight physical stores around the New York area. When we try and see how many
different partnered retailers are around New York, we see that there are even more places to try out
and buy a Casper mattress. When we look at Kansas City, we can see that there are 9 stores that are
partnered with Casper to sell their products that are nearby. (Casper)
Why Millennials are the Perfect Target for Casper
When it comes to the needs of Millennial mattress shoppers, Casper has them covered. Millennials want
to get a good night’s rest above all else, and with Casper’s sleep labs and return policy, they can ensure
that the customer gets exactly the sleep they are looking for. Millennials do not want to break the bank
with their purchase, and with Casper, they don’t have to. With their mattresses coming in cheaper than
most other big retailers, it’d be a foolish idea to not buy Casper. Millennials are a great target for Casper
mattress, many of them are in the age of buying their first mattresses, so it should be a Casper, so when
they have a positive experience, they will think of them again, when buying another mattress later on in
time, or when they recommend them to friend. Casper is perfect for Millennials and millennials are
perfect for Casper.
Media Plan Recommendations
Spotify Recommendations
Spotify Variables that do not change:

6. • Format & Platforms:
I chose to make my Spotify be audio ads that play on all different platforms. This makes the
most sense because we want to reach as many people possible before we narrow down our
target audience.
• Target locations:
Kansas City, DMA and New York, DMA
• Age:
I chose 24 to 35 because that was the age range of millennials that the Spotify research showed.
• Gender:
I chose to run ads for all genders. It does not seem smart to narrow down our target audience
with gender.
• Schedule start/end:
My schedule was from December 1st
to February 28th
. This was the schedule that we talked
about in class.
Spotify Moment Name: Chill
• Rationale: I chose this moment because many people chill at home right before going to bed, so
if they are already in the mood for sleep, and then hear an ad for a new mattress, it could
persuade them to buy a new one.
• Time of Day: I chose all day because no matter when they are chilling, we can plant the seed of
buying a new mattress because they will be in the proper mood and setting to receive that
information.

7. • Budget: I chose to make the budget for this $2000 because I felt it was the right amount of
money to get my point across without seeming unnecessary or overkill.
• Additional Targeting: I left this option blank in order to really curate that ads were being played
in relation to the moment of chilling.
• Budget delivery likelihood: High
• Cost per ad served: $.023
• Estimated ads served: 87,000
• Estimated reach: 12,000
• Estimated lifetime frequency: 8.7
• CPM: $166.00. I took my reach divided it by 1000, and then divided the budget by that number.
• Screenshot:
Spotify Moment Name: Travel

8. • Rationale: I chose travel because when someone is going to work or home from work, there will
be tired and thinking about sleep. It happens to the best of us. If we can catch them at that right
time and suggest a mattress while they are tired, they may consider buying a new one.
• Time of day: I chose all day because not everyone works at the same time, and some people
start and get off work at different times, and we want to reach as many people as we can within
our target.
• Budget: I chose $3000 so that way we have the budget in order to grab the attention of those
who are traveling, so that way we don’t just get washed away under the rest of the ads that
play.
• Additional Targeting: I chose nothing because I wanted to keep my moment broad enough to
attract as many people within the target that we can.
• Budget delivery likelihood: High
• Cost per ad served: $.023
• Estimated ads served: 130,000
• Estimated reach: 34,000
• Estimated lifetime frequency: 4.3
• CPM: $88.00. I just the same steps as in the earlier moment.
• Screenshot:

9. Spotify Moment Name: Study
• Rationale: I chose this because studying is a very causal and mellow time in which it isn’t very
hectic. Another time is someone’s life that is similar is bedtime and getting ready to sleep. By
putting in an ad at a time and mood that is similar we can plant a seed for a purchase next time
they think about a mattress.
• Time of day: I chose all day because we never know when people will be studying. We don’t
know everyone’s schedule because many people lead very different lives in which their
schedules are wildly different from one another.
• Budget: I gave this a budget of $3000 in order to get our message across but to cut through all
the noise of other ads.
• Additional targeting: I chose none in order to keep our moment targeting a little broader to get
more of our target audience.
• Budget delivery likelihood: High

10. • Cost per ad served: $.023
• Estimated ads served: 130,000
• Estimated reach: 19,000
• Estimated lifetime frequency: 7.6
• CPM: $157.00 I used the same steps as for the two previous Spotify moments.
• Screenshot:
TV Recommendations
TV Show Name Here: Rick and Morty
• Reason: I chose Rick and Morty because was the number 2 top favorite shoes of 13-37-year olds
according to ypulse.com. (ypulsesurveys)
• Cost per ad: In Kansas City the cost per ad is $163.35 and in New York it is $2,385.90. This was
calculated by taking the Nielsen rating of the show and multiplying it by the Cost per point or
CPP.

11. • CPM: In Kansas City the CPM is $612.56 and in New York it is $69.859.15. There is quite a
difference here and that is because there are just far more thousands of people in New York
than there are in Kansas City.
TV Show Name Here: Family Guy
• Reason: I chose Family guy because it was the number 11 most favorite show according to
ypulse.com. (ypulsesurveys)
• Cost per ad: In Kansas City the cost per ad is $100.98 and in New York it is $1,474.92. This way
calculated the same way as for the first television show.
• CPM: In Kansas City the CPM is $2,341.73 and in New York it is $26,710.80. These two numbers
are far apart, and this is because of just how many more people live in the New York DMA than
in the Kansas City DMA.
TV Screenshot:
Google Keyword
Recommendations
• Keyword List:
Good mattress, best mattress for back pain, best foam mattress, best bed in a box, mattress sale,
memory foam mattress, twin mattress, king size mattress, best mattress, full size mattress
• Rationale: I chose these terms because I believe that they can fall into one of two camps: the
best and sizes. The best camp are keywords that have anything to do with being the best, if we
Television Placements
TV Program Rating Length of Show Rating %
TV HH in
Market
HH Viewing
Program #/HH
Total
Viewers
(000)
Cost per
Point
(CPP)
Cost per
:30 ad
No. of
Insertions Total Cost
CPM
(Viewers)
Rick and Morty
Kansas City 1.65 30 minutes 1.65% 909,420 15005.43 2.5 3.75 99 163.35$ 60 9,801.00$ 612.56$
New York 1.65 30 minutes 1.65% 7,100,300 117154.95 2.5 29.28 1446 2,385.90$ 10 23,859.00$ 69,859.15$
Total/AVG 132160.38 33.03 772.5 1,274.00$ 70 33,660.00$ 35,235.86$
Family Guy
Kansas City 1.02 30 minutes 1.02% 909,420 9276.084 2.5 23.19 99 100.98$ 100 10,098.00$ 2,341.73$
New York 1.02 30 minutes 1.02% 7,100,300 72423.06 2.5 18.11 1446 1,474.92$ 50 73,746.00$ 26,710.80$
Total/AVG 81699.144 41.30 772.5 788.00$ 150 83,844.00$ 14,526.26$
213859.52 74.33 772.5 1,031.00$ 220 117,504.00$ 24,881.06$

12. can rank high with these keywords, it will give our brand a lot of cred that comes with being “the
best.” We also want to rank high when people search for sizes, because if people are looking for
a mattress, odds are they already know what size they are going to get because they already
know what can fit in their homes. By ranking high on that list, we are giving our mattresses more
visibility within the specific sizes.
• Keyphrase Cost Range: The most expensive keyword is “best mattress” at $8000 and the least
expensive is “good mattresses,” at $1400. I believe that this one is so expensive because it is
competitive. All brands want to be considered the best, no matter what they are selling, so this
is highly sought after keyphrase to rank high with. I bought more clicks with my more expensive
keyword because I really wanted my money to go for quality and not quantity, even though
quantity is a valid route in advertising as well.
• Google Screenshot:
Strategy Thoughts
• Budget & Media
I believe that the ads I have selected will be effective for the client and will deliver the message at
the right TPC, Time, Place, Circumstance. I believe this because I have chosen keywords and
television shows that appeal to our target audience but are also popular enough to be viable
keywords for our targets. I believe that the media type that is the most effective are the Spotify ads
Google Ads
Keywords/Keyphrases
Cost per
Click
(CPC)
Total
Clicks per
Month
Number of
Months Total Clicks Total Cost CPM (CPC)
good mattresses 7.00$ 200 1 200 1,400.00$ 7,000.00$
best mattress for back pain 8.00$ 1000 1 1000 8,000.00$ 8,000.00$
best foam mattress 8.00$ 500 1 500 4,000.00$ 8,000.00$
best bed in a box 9.00$ 300 1 300 2,700.00$ 9,000.00$
mattress sale 7.00$ 1000 1 1000 7,000.00$ 7,000.00$
memory foam mattress 7.00$ 500 1 500 3,500.00$ 7,000.00$
twin mattress 2.00$ 1000 1 1000 2,000.00$ 2,000.00$
king size mattress 5.00$ 500 1 500 2,500.00$ 5,000.00$
best mattress 8.00$ 1000 1 1000 8,000.00$ 1,000.00$
full size mattress 3.00$ 500 1 500 1,500.00$ 3,000.00$
Total/AVG 64.00$ 40,600.00$ 64,000.00$

13. because you can very carefully curate them to only reach who you want them to reach without any
excess or waste. They are also cost effective and provide quite a bit of “bang for our buck,” so to
speak.
• CPM Analysis
CPM is cost per thousand people and it a way that we can see how much it will cost to reach a group
of people. The cost one ad is nice to know, but it is far more effective to us to know how much it will
cost to reach a group of our target audience, seeing as we want as many people within that
audience to see our advertisement. For Spotify, our CPM was in the range of hundreds of dollars, for
television it was a very wide range going from hundreds of dollars to multiple tens of thousands of
dollars and for keywords, the CPM was in the thousands for all of them. This is another way of
showing us just how cost effective our Spotify ads can and will be.
SlideShare Link:

14. Works Cited:
“Mini Field Guide to the Mattress Shopper”, The Better Sleep Council, 2018,
https://www.sleepproducts.org/mini-field-guide/
"Mattress Shopper's Buyers Journey," The Better Sleep Council, 2020,
https://www.sleepproducts.org/pdf/ISPA-BuyerJourney.pdf
“These are Gen Z & Millennials’ 17 Favorite TV Shows Right Now,” YPulse. 2020,
https://www.ypulse.com/article/2020/05/26/these-are-gen-z-millennials-17-favorite-tv-shows-right-
now/
“CasperLabs,” Casper, 2020
https://casper.com/casper-labs/
“Is a Mattress-in-a-box right for you,” Consumer Reports, 2020
https://www.consumerreports.org/mattresses/is-a-mattress-in-a-box-right-for-you/