The digital media campaign goals are to increase sales by $6 million, raise awareness among moms of all ages, and increase future purchase intent. The target audience is mothers ages 25-65 and their children of all ages. Key influencers and digital platforms will be used, including Facebook, Instagram, bloggers, and a microsite. A spokesperson will share stories about distracted driving to promote the message that Cooper tires provide safe tires for a safe family. The media strategy will include digital ads, social media, and an incentive offer to drive purchases. Frequency and reach will increase toward the end of the campaign. The budget will allocate funds across various digital advertising channels.

1. DIGITAL MEDIA
CAMPAIGN
COOPER TIRE
COURTNEY | DOUG | JAMON | SARAH | SHELBI

2. CAMPAIGN GOALS
Increase Sales by 6 Million
Dollars
Raise awareness in general
public but especially Moms of
all ages.
Increase Future Purchase Intent

3. KPI
Increase Sales
Compare sales after
campaign to last year sales
during same time period.
Microsite Data
Raise Awareness
Utilize analytics tools
to count Impressions
Social Listening
Look at the numbers
Monitor future sales each
year for the next 5
Conduct Customer Surveys via
Mail in rebate with purchase

4. COMPETITIVE ANALYSIS
Bridgestone
Goodyear
Michelin
Carlisle Companies
Nokian Tires
Kenda
Mickey Thompson
Maxxis Tire
PrimarySecondary

5. TARGET AUDIENCE
Moms
Ages 25-65
Children of all ages
Information Source
Utility
Communication
Entertainment
Facebook
Instagram
Pinterest
Bloggers

6. DIGITAL MEDIA SELECTION
 Facebook- 86%, 72% prefer FB
 Instagram- 26%
 Mom Bloggers - 18.3 million moms read
blogs at least once a month.
 Celebrity endorsements
 Pinterest - 43%
 Paid Promotions
 Microsite

7. INFLUENCERS

8. SPOKESPERSON
"While riding with my mom one day, we nearly ran into the back of someone
because my mom was texting and driving. At the time, all I could think of was
how just a day earlier, we had the same near-accident experience. I remember
calling out to my mom to put the phone down. She also had a bad habit of
checking her emails and Facebook while driving, too. " - Tristan Nunez
"I had always thought of my mom and me as safe drivers. I knew if
we were driving distracted, most others probably were too. "
- Tristan Nunez

9. MEDIA STRATEGY- CAMPAIGN
Campaign Message
Safe tires equal a safe family.
Give mothers peace of mind and a sense of
security that their children, young or grown,
are safe and secure with Cooper tires.

10. MEDIA STRATEGY - CAMPAIGN

11. MEDIA STRATEGY
CTA
offer incentive/special pricing through
a certain time period
Digital Ad – Click for savings
Extra incentive for online purchasers
Back to school special- motivate to buy
quickly

12. DIGITAL MEDIA SELECTION
Google, SM, E-mail
marketing, Digital Ads
Website, Company Blog,
Newsletter, Youtube, SM
Facebook, Twitter, Re-
tweets, Re-Post, WOM

13. FREQUENCY & REACH
During the last month of the
campaign increase frequency to
drive incentive to buy
Increase content reach during
this time due to students going
back to school
Continue to increase reach and
frequency content during due to
students going back to school

14. FLOWCHART & BUDGET
Video Ads 100000
Satellite
Radio
200000
iHeartRadio 85000
Pandora 240000
Facebook 350000
Twitter 250,000
Microsite 15000
Email
Marketing
65000
Paid Bloggers 150000
Celebrity
endorsement
200000
LinkedIn 150000
Contingency 45000
Google Ads 150000

15. REFERENCES
http://www.discounttire.com/dtcs/infoTireLife.do
http://www.financialsamurai.com/median-income-by-age-and-sex-in-america/
http://www.bls.gov/news.release/famee.nr0.htm
http://www.edisonresearch.com/wp-content/uploads/2015/05/Moms-and-Media-
2015-Final.pdf
http://financials.morningstar.com/competitors/industry-peer.action?t=CTB