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Portland Children's Museum Media Plan Example


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Portland Children's Museum Media Plan Example

  1. 1. portland children’s m3 ars Media anna Craver michael Goswick sarah Norris mervonce Osbourne mariah Schneider ricky Verastegui
  3. 3. situational Analysis
  4. 4. the Objectives Background The Portland Children’s Museum (PCM), located on 4015 SW Canyon Rd., has brought fun and education to the Portland area for almost 70 years. But the PCM is not the only children education center in Portland. A large direct competitor is the Oregon Museum of Science and Industry (OMSI) and the Oregon Zoo. This means that parents may not consider the PCM when thinking of outings with their children. To change this, a comprehensive advertising campaign will go out to remind and inform people about the PCM, ultimately driving attendance. Marketing Objectives Achieve a 15% increase in attendance over typical high seasonal foot traffic Achieve a 5% increase in attendance over typical low seasonal foot traffic Increase membership by 25% Advertising Objectives Increase annual website traffic by 25% Increase recall by 15% when asked about children activities in Portland 4
  5. 5. Audience
  6. 6. primary & Secondary Primary We decided the most fitting audience for the Portland Children’s Museum (PCM) would be women 25-49 years of age. Several factors played into our decision to specifically target women between those ages: Portland’s population, time spent with the children, purchase power, and time spent at home versus at work. According to a 2010 Census done, women make up 50.5% of the population in Portland, Oregon. Not only are they half the population, but in 68% of all households, women are also the primary caregivers. (“Who are Family Caregivers?”). Which directly translates into the fact that women make 85% of purchasing decisions or are considered the “chief purchasing officers of their households” (Luscombe). PCM would also benefit from targeting women (of this age range) because they tend to spend more time at home with their children, in comparison to the men. According to a 2001 study done by USA today, women spend almost twice as much time at home with their kids in comparison to men (Jayson). Secondary We have identified our secondary audience as men ages 25-49. With the growing population of men becoming stay at home dads, this secondary audience will be good to target for the PCM. According to a 2010 study done in USA today, 49% of parents are spending more time with their children today than in previous generations (Jayson). Men are also a good secondary target because of the media used in the campaign. Transit will reach a large number of people in the Portland metro area and for that reason, we cannot specifically target the primary audience. The reach of transit is so great that it will also influence the secondary audience. In the GRP’s we obtain from transit and other media, we will reach both our primary and secondary audiences. According to a Pew Research study, from 1965 to 2011, mothers and fathers roles in family life at home have converged significantly. They study also showed that men take on the role of a caretakers 11 out of the 24 hours in a day (Parker).The research conducted indicates that men, ages 25-49, are a good secondary audience for the campaign. 6
  7. 7. Demographics Although there is a large concentration of women in the Portland city limits, the campaign will expand the audience by targeting women in the Portland metro Area, including cities like Aloha, Beaverton and Hillsboro. These surrounding cities are all on MAX lines, and will see the transit wrap that showcases the PCM. Portland has over 24% of households living with a child. However, Hillsboro has 35.3% of households living with children, followed by Aloha at 33.4% and Beaverton at 27.5%. Those three figures represent a significant demographic statistic in the cities surrounding Portland, which fall into the campaigns target demographic. Psychographics Our target audience fits the modern mom lifestyle. They are concerned with healthy living, environmental issues, and keeping in touch with their children. According to a BSM Media survey, 71% of mothers use the Internet to get product information (LaMotta, Linder). Moms are using online medias to communicate: websites like Maya’s Mom and BlogHer (LaMotta, Lindner). A large part of being a mother today involves sharing stories and experiences with other moms. In another survey done by BSM Media, 65% of moms reported feeling “undeserved” by advertisements because of their lack of relevance to their own lifestyle or because the ads simply are not targeting moms (LaMotta, Lindner). Like most generations, these mom’s are very concerned with the well-being of their child, and being that a majority of households have mothers holding the purse strings, they will be the ones deciding what to spend on the children. 7 demographics & Psychographics
  8. 8. 8 behavioristics & Geographics Behavioristics Our target audience wants to form relationships, they like a sense of belonging. Marketing and advertising to them should be personal (LaMotta, Lindner). Moms are also the most likely to be in their cars more than any other member of a family. They are often the ones doing the grocery shopping and driving children to extracurricular activities (LaMotta, Lindner). This target audience also takes advantage of learning online: finding recipes, how-to videos, directions, etc (Druxman). Because a lot of these women are balancing either multiple children, a job, or managing the house as well, they are often pressed for time and do not like it wasted (Druxman). Today, buying behaviors have changed drastically from mothers two generations ago. Most of our target audience will seek out high quality items and “are proud to admit when they get a good price” (Druxman). Geographics We are targeting women in the Portland metro Area, including surrounding cities like Aloha, Beaverton and Hillsboro. These surrounding cities are all on the MAX line that we have our transit wrap to be displayed. Because Portland has over 24% of the 250,133 households in Portland, living with a child, they are the main target. However, Beaverton has 27.5% of their households living with children, Aloha has 33.4% of households living with a child and Hillsboro has 35.3% of houses living with a child. Three of the biggest cities surrounding Portland with women living with children are in the target geographic. Also targeting downtown Portland and SW in general, with the neighborhoods surrounding the museum crowd.
  9. 9. media Mix
  10. 10. Print Print will be critical to our overall campaign as it lets us place ads in specific markets. Because of the ability to easily target, print will help effectively reach a large portion of the target audience, along with a high frequency rate, as many people read the same print sources over and over. This will help lay a foundation for the campaign. the Mix Overview In order to effectively deliver the message to the target audience, we have picked four different mediums: transit, radio, online, and print. Each of these mediums has a different reach and frequency, and together, help us effective reach the target audience. Transit Public transportation is a large part of the Portland Metro Area. Many people use the MAX as their main form of transportation. That is one of the reasons we have decided to implement a full MAX wrap as part of the campaign. It’s a good way of appealing to a large number of relevant individuals. With a large number of GRP’s, we are likely to attain a high reach and frequency of our primary target audience; however, the MAX wrap cannot specifically target our primary audience. We will also be obtaining views from many other people who are not in our secondary audience, allowing for more general exposure Radio Radio is a very important aspect of our campaign because it’s an effective way of reaching the members of our primary audience who commute in cars. We will run two ads on KKCW-FM between the hours of 6am and 10am and one ad during the hours of 3pm and 7pm because those are peak traffic hours. Radio is most effective with a higher frequency so targeting the hours that are typically commuting hours will allow us to reach our target audience multiple times in a day and a week. The radio station we have chosen for the campaign is KKCW-FM’s, because the station’s content is adult contemporary, and coincides well with the primary target audience. Online Our online presence is Google Adwords. Online advertisements are easy to click on, share and can be seen from multiple devices (computer, phone, and tablet), which is why Google Adwords run continuously throughout the campaign. The advertisements seen online create the opportunity to continuously reach members of the target audience.10
  11. 11. Transit Max Full Side Wrap The full MAX wrap will completely cover a MAX train for the months of May, June, and July, for a total of twelve weeks. The wrap will feature the Children’s Museum logo and a colorful display of images that represent PCM. Color will be an important visual element of the wrap. Children are vibrant, excited, full of energy, and looking forward to the rest of their lives. These are the types of qualities that will be captured by the design that is unique for the PCM and MAX wrap. 11
  12. 12. KKCW-FM 6 am - 10 am The 6am radio slot will allow us to reach the segment of our audience who commutes to work in a car. We have chosen to target people in the morning to that they can think about the PCM throughout their work day, and choose to visit the PCM when time is available, rather than visiting the museum’s competitors. KKCW-FM 3 pm - 7 pm There is a high probability that the individuals driving to work in the morning will also drive home after their work day is over. To maximize our reach and frequency in radio, we have decided to also run ads in the 3pm slot. The repetition of PCM ads will increase the awareness among primary target audience members. Radio 12
  13. 13. Online Google Adwords For Google Adwords we have identified 120 key words that will be included in our search. This will cost us $75 dollars a day for a total of $27,375 for the overall campaign. We are aiming for 214 clicks per day which translates to 78,100 clicks for the overall campaign and 1,825,000 total impressions. Adwords will run for the full year and will allow for the Children’s Museum to have constant contact with potential customers. 13
  14. 14. Portland Family Portland Family is a Magazine that strives for affordable and relevant information. The magazine identifies their target consumer as Portland mom’s between the ages of 25- 54. The identified target market for Portland Family matches well with the primary target audience of the campaign. Making the impressions obtained from the print advertisements extremely relevant. Metro Parents The Metro Parents magazine is the largest circulation of parenting magazines in the Portland metro area. They target highly educated parents with a high family involvement. 92 percent of the magazine’s readership is women, which is ideal for our campaign. 14 Print
  15. 15. Television & Newspaper The media not to use in the campaign is television and the Oregonian. We decided that these media vehicles would not be the most effective use of our budget. The television ads were not perceived as the best use of money because it would be hard to target an audience, and the impact would not be the same as, for example, the MAX wrap. The Oregonian newspaper was not believed to be the most effective way to reach the certain demographics that we were targeting. unused Media 15
  16. 16. 16 Exposure
  17. 17. roll-out Exposure The Overall Roll-out The schedule we have proposed uses multiple media vehicles in order to reach the greatest number of target audience members and effectively use the $200,00 budget. The campaign is divided into two sections, the roll-out and the 12-month. The roll-out consists of print, online, transit, and radio to first intrigue and make audiences aware of the Children’s Museum. Transit will generate an estimated 1,139,871 impressions over 3 months, starting in May. The radio ads will also run during this same time frame. With morning and evening runs, along with a pulse around the holiday season, radio will generate a combined 354,432 impressions. In total, the roll-out specific elements will have a reach of roughly 50 and a frequency of about 9 times. Transit Transit will be the big driver. The MAX Full Side wrap will be on 12 different MAX trains, and will be shown starting in May, when foot traffic to the Children’s Museum is growing. With such a large presence in Portland, the MAX full side will showcase the Children’s Museum, much like it has for the zoo. Reach: 44 Frequency: 6.8 Radio Radio will focus on reaching people on their daily commute. Each morning ads will run twice a week for the initial three months, along with a pulsing period around the holiday season, when there is a rise in attendance. There will be an evening spot once a week, covering the same times. Reach: 19 Frequency: 4.9 Transit Type Cost per Week Impressions per Week Number of Ads Max Full Side $9,900 94,989 12 Total $9,900 94,989 12 Radio Station Cost per Ad Impressions per Week Number of Ads KKCW - FM (6am - 10am) $300 55,200 64 KKCW - FM (3pm - 7pm) $310 30,000 32 Total $610 85,200 96 17
  18. 18. the 12-month Campaign 12 Month Campaign Once the campaign has gained momentum, the 12-month campaign will carry the message for the rest of the year. This campaign consists of print and online elements. The print advertisements will be full color, horizontal, half page ads in Portland Family and Portland Metro Parents magazine. Portland Family will gain roughly 480,000 impressions over the 12-month period, while Portland Metro will fetch around 540,000. Together, print will gain 120,000 impressions. Meanwhile, online will underscore the other advertising efforts. Using specific keywords, our online Google Adwords campaign will generate roughly 1,825,000 impressions, with a click-through rate of roughly 4%. Online In today’s world, people turn to Google for any questions. As a result, we want to make sure the Children’s Museum is the first activity that pops up when parents are searching for activities to do with their children. As such, we will buy 120 words for the entire year, ensuring that we can capture a large majority of the audience. Reach: 57 Frequency: 8.4 Print Our print campaign will consist of monthly ads placed in Portland Family and Metro Parent. These ads will be 4-color, horizontal, half page ads, and will showcase the Children’s Museum next to the articles. This will help get the ad in front of the readers, and help prevent glance-over. Reach: 41 Frequency: 6.5 Publication Ad Unit Size & Length Cost per ad Number of Ads Impressions per ad Portland Family 1/2 Page horizontal $775 12 40,000 Metro Parent 1/2 page horizontal $1,010 12 45,000 Total 1/2 page horizontal $1,785 24 85,000 Number of Words Cost per Week Impressions per Week Number of Weeks 120 $525 35,000 56 Total $525 35,000 56 18
  19. 19. total Exposure 19 Media Vehicles Total Impressions Target Rating Points Reach (Total Adjusted) Frequency (Total Average) Total Cost Transit 18,250,000 300 44 7 $118,800 Radio 354,432 93 19 5 $29,120 Print 1,020,000 268 41 7 $21,184 Online 1,139,871 480 57 8 $27,375 Total 4,339,303 1,142 86 13 $196,479 Overview With the combination of online, print, transit, and radio advertisements, it is estimated that the campaign will produce 4,339,303 total impressions. That translates to 1142 target rating points. This campaign will reach people that equal to 11.42 times the size of the target audience. There will be an overlap in people who see and hear the museum’s ads. In order account for that, our group used the Sansbury method and calculated the effective reach to be 86.83. The structure of our media schedule effective reaches nearly 87 percent of the target population and efficiently uses the media budget. By using the Sansbury, we have also calculated that 87 percent of audience members being reached will see about 13 ads for the museum (average frequency of 13).
  20. 20. Timing
  21. 21. media Schedule Overview There will be multiple techniques used in the timing of our campaign. The overall media strategy will be front end loaded, including two main pulses, and a continuous form of advertisements with the use of print, and online. The media types in the campaign include outdoor transit, radio, online, and print. Online and print will follow a continuity approach between the months of April and February to keep the message fresh in the minds of our target audience. Print and online Google Adwords will run year round to create continuity in the message to the target audience. Radio will involve one channel (KKCW-FM). There will be two spots between 6am-10am between the months of May to August and again from November to February. During this time, there will also be one spot between 3pm-7pm of the same time periods. These are the perfect times for radio spots because parents of the children attending the museum are likely listening to radio as they drive to and from work. We have chosen the radio spots during the peak season of PCM, May through August, in order to drive our audience there at that time. We chose the November through February to have the radio spots again because this was the PCM’s off season and we want to make sure to remind our audience of the museum when the season isn’t at its peak. Outdoor transit is the most expensive media type, therefore we decided to utilize the max wrap during the 3 month peak of May, June and July. 21
  22. 22. Cost
  23. 23. the Budget Overview The total spending for the campaign will be $196,479.80, and it will deliver 4,339,303 impressions. Of this money, $29,120 will be devoted to radio, $21,184.80 to print, $118,800 to outdoor, and $27,375 to online. Print is cheapest across all platforms, and it will be the third largest generator of impressions. Print media is a good way of increasing the number of times that an advertisement is viewed. Similarly, online advertisements can increase the frequency that a target audience sees an ad. The $27,375 that is being spent on online advertisements will generate 42% of the total impressions. The money spent on online advertising will keep a consistent level of awareness throughout the year. Outdoor advertisements, in the form of a MAX transit wrap, will generate 26% of the total impressions in three months. It is a highly effective use of the budget. Additionally, outdoor advertisements allow the PCM to target the identified secondary target market. The max light rail also goes throughout downtown Portland, which according to Google maps, is only a 5-minute drive from the Portland Children’s Museum. The light rails close proximately to the museum makes it an excellent form of advertising, justifying our $118,800. Although the MAX wrap takes up a large portion of the budget, it is highly effective and efficient in generating relevant impressions. 23
  24. 24. cost vs. Impressions Cost Distribution The largest expense is the MAX Full wrap, with a CPM of $102, while online has a CPM of $15. While this has the largest cost, it also has a large reach, giving the campaign the ability to be across most of Portland. In order to place the Children’s Museum in the audience’s idea of a day out with their children, the campaign needs to focus heavily on the roll-out. Impression Distribution While it may seem that the 12-month campaign has a larger impact, the roll- out is crucial for setting the tone of the campaign. Further, over a third of the impressions for the campaign come during a quarter of a year, showing a high impression rate when it is needed the most. 24
  25. 25. social Media
  26. 26. social media Strategy Recommendation Women ages 25-49 spend a great deal of time on the go, making social media a part of their lives. It’s convenient and easily accessible. The ability to quickly showcase ideas, events, promotions, through the use of social media give the PCM power. Which can be used to peek our audience’s interest by offering special offers, discounts, and highlight events. All of which will increase traffic into the museum. Facebook Facebook can be used to expand on what the Children’s Museum offers specifically: field trips, learning center, membership, volunteer and employment opportunities. Facebook will help with audience interaction, asking them to post about their experiences and upload personal stories and photos with the PCM’s exhibits. Facebook can be used as delivery method for newsletters, discounts, promotions and events sign-ups. Twitter Twitter can be very effective because it provides a form of live news, which can be customized based on the people or pages an individual follows. The use of hashtags in Twitter can help the Children’s Museum create ways of organizing tweets that are specific to any museum events, promotions or exhibits. It would be to the Children’s Museum’s advantage to utilize hashtags as a way of building an online community. Instagram Instagram is a photo-based social media phone application that is growing and highly interactive. People who attend the PCM can upload their photos to Instagram and share their experience, visually. Instagram can be a powerful tool for the Portland Children’s Museum because of the many different exhibits and events they offer. A lot of these activities are highly interactive so posting your own/ your child’s experience using the hashtag #myPCM will allow the experiences to be shared with other members of the PCM community, all while promoting what is going on at the museum. YouTube The Portland Children’s Museum’s YouTube page is named pdxcm. We suggest changing it to something more recognizable. The museum’s YouTube page is a great way place to showcase events that have already happened. YouTube can also tease audience members by showing quick clips of upcoming events.26
  27. 27. Summary Audience and Delivery The primary target audience for this advertising campaign was selected because women ages 25-49 makeup the majority of Portland’s population. Additionally, women of this age range have great purchasing power. It is important to understand who makes purchase decisions in order to target people who have the want and ability to participate. With the primary target market in mind, the combination of print, online, transit and radio media types were used to effectively reach audience members. Cost and Efficiency The CPM for the campaign is $45.28, this calculation considers the costs for all four media types and the total number of impressions. With the same variables, we calculated the reach to be 86.83 and the average frequency of the campaign to be 13.15. By using 98.24% of the total budget, the campaign will reach 85% of the primary target audience about 13 times. Strategic and Tactical The strategy and tactics for our campaign included factors that are specific toward the primary target audience and factors that are specific to the PCM. There are times and seasons when people listen to radio, ride the MAX, read publications. Those variable were accounted for in our media schedule and selection in media types. Considerations in regards to seasonality of the PCM were also considered. It is important to match the timing of the museum’s needs with the wants of the consumers. The tactics used in the proposed campaign consider both and make for efficient budget allocation and media planning. Large pulses, and continuous advertisements were chosen for the PCM’s advertising campaign. Heavy upfront advertisements create awareness for new and returning consumers. Followed by pulsing to create a higher level of awareness, and a continuous level of advertising throughout the year. 27
  28. 28. Citations 28 Druxman, Lisa. “Marketing to Moms.” Entrepreneur. 11 Apr. 2007. Web. 17 Mar. 2015. <>. Jayson, Sharon. “Men vs. Women: How Much Time Spent on Kids, Job, Chores?” USA Today. Gannett, 14 Mar. 2013. Web. 16 Mar. 2015. < story/news/nation/2013/03/14/men-women-work-time/1983271/>. Lindner, Melanie. LaMotta, Lisa. “How To Market To The Modern Mom.” Forbes. Forbes Magazine, 8 Jan. 2009. Web. 17 Mar. 2015. <http://www.forbes. com/2009/01/08/mother-marketing-gm-ent-sales-cx_ ml_0108marketingtomom.html>. Luscombe, Belinda. “Woman Power: The Rise of the Sheconomy.” Time. Time Inc., 22 Nov. 2010. Web. 16 Mar. 2015. < article/0,9171,2030913,00.html>. Parker, Kim. “5 Facts about Today’s Fathers.” Pew Research Center RSS. 12 June 2014. Web. 16 Mar. 2015. < facts-about-todays-fathers/> U.S. Census Bureau. (2013). ACS Demographic and Housing Estimates. 16. Mar. 2015. xhtml?src=bkmk “Who Are Family Caregivers?” Http:// American Psychology Association, 1 Jan. 2005. Web. 16 Mar. 2015. < caregivers/faq/statistics.aspx>.