National media plan for the monthly subscription service provided by The Underwear Expert.

1. By: Christian Blakley

3. WHO WE ARE

4. The Man
Who
Started it
All

5. How It Works
- Pick your favorite styles

6. Prices
and
Sizes

7. The
Competition

8. The Blog

9. YouTube Presence

10. Membership as a gift!

11. THE ANALYTICS

12. YEARLY SOCIAL MEDIA
INTERACTIONS

13. THE ISSUE:
The Underwear Expert needs more brand
awareness. Their biggest reach is through their
youtube channel which is doing very well… But,
viewers are not buying into the brand.
The brand really doesn’t do much promotion in
their videos and their most popular series
“BOXERS OR BRIEFS” spends a lot of time focusing
on other brands as opposed to getting the men
featured to sign up.

14. MEDIA PLAN

15. INTERACTIVE MEDIA
Medium Impressions Cost
Instagram 55 Million $550,000
YouTube 50 Million $500,000
Grindr 54 Million $500,000
Twitter 45 Million $450,000
Facebook 30.5 Million $305,000
Google Ad 20 Million $200,000
Official Site 20 Million $200,000
Mobile Ads 6 Million $60,000
Total Cost: $2,765,000

17. Grindr Banner Ads
Monthly discount code for the
Underwear Expert from a banner ad on
Grindr allowing click through to the
website to sign up for a subscription!
Total: $250,000

18. Grindr Broadcast
Messages
Grindr broadcast messages will
be sent out for marketing The
Underwear Expert’s events or
promotions!
parade!
Who’s going to pride? The
Underwear Experts are
and we’re going to find
you the perfect pair of
underwear to get you
through the parade!
Total: $250,000

19. $900,000 for one
ad in each monthly
issue of GQ
Magazine for 1-year
(Roughly $75k for a full page ad)

20. $80k for a Advertorial- Full Page
6 issues: February Valentine’s Day Issue, Summer (June,
July and August) and holiday season (November and
December)
TOTAL:
$480,000

21. commercial promoting
“Gift the Club”
Christmas
Total:
$4,000,000
Running on NBC during the
months of November and
December

22. Commercial Costs
Daypart CPP (Cost Per Point)
Daytime $7,000
Primetime $25,300
Late Fringe $20,000

23. Production Cost
Models $10,000
Photographer $3,000
Graphic
Designer
$3,000
Printing $10,000
Studio Space $2,500
Lighting $1,000
Miscellaneous $1,000
TOTAL $30,500
CHRISTMAS
CALENDAR

24. brings you

25. Imagine a bus stop with windows of underwear
curated from The Underwear Expert to try on and
a snapcode to link you straight to the style type!
Cities:
Chicago, IL
New York City, NY
Los Angeles, CA
Miami, FL
Las Vegas, NV
5 bus stops in each
city for 6 months
(May, June, July,
August, September
and December)
$7,500 for each bus stop
monthly x 5 cities x 5 stops
x 6 months = $1,125,000
Total: $1,125,000

26. CONTENT
CALENDAR
Month Marketing Approach
January Interactive Media, GQ Ad and Holiday Calendar
February Interactive Media, GQ and Cosmopolitan Ad
March Interactive Media & GQ Ad
April Interactive Media & GQ Ad
May Interactive Media & GQ Ad, and Bus Ad
June Interactive Media, GQ & Cosmopolitan Ad, and Bus Ad
July Interactive Media, GQ & Cosmopolitan Ad, and Bus Ad
August Interactive Media, GQ & Cosmopolitan Ad, and Bus Ad
September Interactive Media, GQ and Bus Ad
October Interactive Media & GQ Ad
November Interactive Media, GQ & Cosmopolitan Ad, Holiday Calendar and Commercial
December Interactive Media, GQ & Cosmopolitan Ad, Holiday Calendar & Commercial and Bus Ad
(flow chart)

27. BUDGET RECAP
Medium Cost
Magazine/Print $1,410,500
Television $4,000,000
Interactive Media $2,765,000
Outdoor Advertising $1,125,000
Total Cost $9,300,500
INITIAL BUDGET:
$10,000,000
TOTAL SPENT:
$9,300,500
REMAINING: $699,500
for events, product development, and production costs

28. THANK YOU!

29. Works Cited
• http://www.underwearexpert.com
• https://www.gfkmrismartsystem.com
• https://brand24.com
• https://s3.amazonaws.com/grindr_marketing/US+Media+Kit+05.201
4.pdf
• https://www.grindr.com/gay-advertising/
• http://www.gaebler.com/GQ:+Gentlemen%27s+Quarterly-magazine-
advertising-costs++28016
• http://www.themediaant.com/magazine/cosmopolitan-magazine-
advertising