1. Media Plan
Michelle Koziel & Ellen Packard

3. Table of Contents
Executive Summary ......................................................................... 2
Advertising Objectives ......................................................................... 3
Media Objectives ....................................................................................... 4
Target Audience ....................................................................................... 5
Demographics ........................................................................ 5
Psychographics ........................................................................ 6
Media Habits ....................................................................................... 7
Entertainment Habits........................................................................ 7
Key Insight ..................................................................................................... 8
Market Environment ....................................................................................... 9
Competitors ....................................................................................... 9
Media Usage ...................................................................................... 10
Overall Media Strategy ........................................................................ 11
$15,000 Budget Media Strategy ......................................................... 12
Media Mix ...................................................................................... 12
Geographic Area ........................................................................ 12
Digital ..................................................................................................... 13
Outdoor ....................................................................................... 14
Print ..................................................................................................... 15
Radio ..................................................................................................... 16
Schedule ....................................................................................... 16
Calendar ....................................................................................... 17
Budget Strategy Overall .......................................................... 17
Budget Breakdown ........................................................................ 18
$100,000 Budget Media Strategy .......................................................... 19
Media Mix ....................................................................................... 19
Geographic Area ........................................................................ 19
Digital ..................................................................................................... 20
Outdoor ....................................................................................... 21
Print ...................................................................................................... 22
Events ...................................................................................................... 22
Guerrilla ....................................................................................... 23
Radio ...................................................................................................... 23
Schedule ....................................................................................... 24
Calendar ....................................................................................... 24
Budget Strategy Overall .......................................................... 25
Budget Breakdown ........................................................................ 25
Summary ..................................................................................................... 26
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5. Executive Summary
Flat Lander’s Barstillery has the ability to interest a vital niche audience in the Grand Rapids area through a variety of strategies
and tactics enclosed in this media plan. This media plan outlines some potential procedures to take for both a $15,000 budget and a
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6. Advertising Objectives
With a budget of $15,000:
With a budget of $100,000:
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7. Media Objectives
With a budget of $15,000:
These numbers came from the fact that on Facebook alone, Flat Lander’s has had 5,000 visits. From analyzing the media
usage of the market, there are 11 different media opportunities for Flat Lander’s to use to reach the target audience. That means
With a budget of $100,000:
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8. Target Audience
Demographics
professional services. These job outlets have the strongest representation in the Grand Rapids Area and have a tendency to bring in
businesses that travel from other locations.
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9. Psychographics
to purchase in regards to values and behaviors, not just demographical factors. Consumers purchasing habits can vary greatly
Flat Lander’s might have:
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10. Media Habits
move. Outdoor advertisements such as billboards and transit ads can easily target individuals that like or have to travel on a daily basis.
Since those individuals are traveling on a daily basis, radio is another outlet that Flat Lander’s target audience might use regularly.
have the potential to spark the interested tourist or ambitious local attention. Since these are typical media habits for Flat Lander’s
Entertainment Habits
Flat Lander’s not only has quality drinks, but they also have an entertainment center and delicious food to suit all individual’s needs.
can retain more of a frequent audience.
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11. Key Insight
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12. Market Environment
Competitors
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13. Media Usage
Outdoor
Flat Lander’s
Barstillery
Long Road
Founder’s
Hopcat
Grand Rapids
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14. Overall Media Strategy
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15. $15,000 Budget
Media Mix
outdoor advertisements.
Geographic Area
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16. Digital Media
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17. Outdoor
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18. Print
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19. Radio
throughout the plan, Flat Lander’s target audience consists of individuals that travel regularly. These individuals that travel consistently
Schedule
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20. Calendar
Budget Strategy Overall
Class Vehicle Jan Feb March April May June July Aug Sept Oct Nov Dec
Digital
Social Media
AdWords
Outdoor
Print
Radio
Billboard #1
Billboard #2
Transit
Posters
Brochures
Pandora
Spotify
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21. $15,000 Budget Breakdown
Brochures: $1,050 per 10,000
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22. $100,000 Budget
Media Mix
the $15,000 budget.
Geographic Area
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23. Digital
to come to Flat Lander’s.
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24. Outdoor
or needs.
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25. Print
stay in these hotels are likely to gain insight about places to visit based on recommendations and information that can be found in
Events
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26. Radio
throughout the plan, Flat Lander’s target audience consists of individuals that travel regularly. These individuals that travel consistently
Guerrilla
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27. Schedule
Calendar
Events
Art Prize
Guerilla
Class Vehicle Jan Feb March April May June July Aug Sept Oct Nov Dec
Digital
Social Media
AdWords
Outdoor
Print
Radio
Billboard #1
Billboard #2
Transit
Posters
Brochures
Pandora
Spotify
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28. $100,000 Budget Breakdown
Brochures: $1,050 per 10,000
Band: $5,000
Budget Strategy Overall
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29. Media Plan Summary
Summary
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