A mock year-long plan designed by 6 students (Surya Patel, Rosalia Diaz, Cynthia Lainez, Arina Durmic, Aleyna Blackwood, and Margret Sittig) for media buying and advertising a fictitious brand-new music technology product.

1. Surya, Cynthia, Arina, Rose, Aleyna, Marge
“It’s Just Better Together”

2. SPECIFICS
★ Package of two for $59.99
★ Big button triggers the compass
■ Points towards the paired
wristband
★ Glowband has small on/off button
for flashing feature
■ Flashes based on
proximity
★ Flashing feature is solar powered
★ White, black and neon colors
■ Option to customize
online
Addresses the issue of Millennials
losing their friends at festivals because
their phone died, they have no service,
or they just can’t figure where they are

3. TARGET AUDIENCE/1st ADOPTERS
★ Demographics
○ Millennials 18-29 years old
■ 45% of festival attendees are Millennials (Gemba Marketing)
○ Both male and female
○ Caucasians and Hispanics
■ According to Nielsen, Hispanics spend 90% more on music
○ Attend major music festivals such as Coachella, Bonnaroo, Lollapalooza, Outside Lands,
Austin City Limits and Hard Summer
■ 67% from California followed by New York and Texas (Cornell)
■ “Rule of Three” for following target market’s behavior
○ Disposable income
■ Able to spend money on festivals = money for one’s wishes
★ Psychographics
○ Experiences > Material goods
■ Gemba Marketing says Millennials consume material goods such as makeup, coffee, and craft
beer
○ Free time spent having experiences with others
■ 82% of Millennials attend at least one live music event every year
“32 million people attend a
music festival at least once
every year.” -Nielsen

4. RADAR SCREEN

5. Strengths
● Provides convenience of finding friends in
large crowds
● Directions are simple to follow
● Not dependent on wifi
● Easy to operate
● Product is very unique with no direct
competitors
Weaknesses
● Used for special occasions rather than
everyday life
● Has a very specific target market
● Traditional media does not reach our target
● Only sold in pairs (connects with one other
person)
Opportunities
● Includes multiple fashions and gives the
option for customization
● Sold in pairs (packaging 2, 4, 6, etc.)
● The rise in festivals
● Partnering with more music festivals
Threats
● Used primarily during certain points in a year
● It is an entirely new product with no
established market or consumer loyalty
● Non-technology users
SWOT ANALYSIS

6. MEDIA STRATEGY (phase 1)
★ Traditional advertising mainly in the months
of: April, May, June, July, August, September
and December
○ Continues through “music festival season”
○ Holiday shopping in December
★ Heaviest advertising in the summer months
★ Advertising on social media all year with
specialized efforts coinciding with festivals

7. 1. SOCIAL MEDIA
★ INCREASE BRAND AWARENESS
○ Millennials are frequent social media users
■ 88% of American 18-29 year olds use Facebook daily
■ 59% of American 18-29 year olds use Instagram daily
■ 36% of American 18-29 year olds use Twitter daily
○ Create a social media presence in January, around the time of Coachella’s lineup release in January
○ Continue social media posts during non-peak festival season
○ Use contests to generate earned engagement
★ INCREASE BRAND AFFINITY
○ Advertise 2-3 times a week with posts that:
■ Use memes and other forms of comedy to generate engagement
■ Use tone of nostalgia to remind people about their favorite festival moments
■ Use calls-to-action to generate earned engagement
“Brands are increasingly creating original content starting as
soon as the artist lineup for a festival is announced and
continuing long after the last stragglers leave the venue.”
-T.L. Standing (AdWeek)

8. SOCIAL MEDIA

9. 2. LAUNCH EVENT
★ Coachella Tent
○ Black-lit, air-conditioned tent sponsored by Glowband
■ According to Nielsen, ¼ music festival attendees go to air-conditioned tents
○ Live-streaming from the festival and areas for friends to sit
■ According to Nielsen, attendees are more likely to favor brands that live-stream concerts
★ Swag
○ Branded glow sunglasses and glow sticks
■ Given away in pairs to emphasize campaign theme
★ Photobooth
○ For friends to capture their moments together
○ Images sent to attendees’ emails and option to directly post on Glowband social media
★ Social Media
○ Continuous hashtag throughout the event #FestivalFriends
○ Stream of hashtag post will be shown on screen outside the photobooth
○ Influencers capturing and sharing social media
“An effective way of Marketing to Millennials is to create a
meaningful and memorable experience, rather than slewing
advertisements at them left and right.”
-Jeff Fromm (Millennial Marketing)

10. LAUNCH EVENT
★ INCREASE BRAND AWARENESS
○ Coachella marks the beginning of the festival season - usually held the 3rd & 4th weekend
of April
■ 99,000 attendees per day
○ 67% of concert goers are from California
■ By getting them familiarized with our product at the start of the festival season, they
would become some of our first adopters
★ INCREASE BRAND AFFINITY
○ 76 % of festival goers say they feel more favorable toward brands that sponsor a tour or
concert
○ 80% of music festival attendees said they were more likely to recommend a brand on
social media after interacting with it at a festival

11. 3. INFLUENCERS
HOW:
1. Pair a social media influencer with an
artist/DJ influencer they are a fan of
and have them find each other using
Glowband at a festival
2. Celebrity festival-goer influencers
wearing Glowbands
3. Paid instagram influencer posts
a. Instagram
b. Twitter
c. Snapchat
4. Capture Influencers in action and post
on social media
OTHER INFLUENCERS:
● Megan Batoon
● Natalie Suarez
WHO:
Dylan and Cole Sprouse, Vanessa Hudgens, Louis the Child (DJ), Shay Mitchell

12. INFLUENCERS
★ INCREASE BRAND AWARENESS
○ Posts from Glowband social media channels will only reach those who already follow our channel,
influencer posts go beyond that and reach more people
○ Influencers can bring creativity to their posts that create viral buzz in their own fanbases
★ INCREASE BRAND AFFINITY
○ Using artist/musician influencers = reaching fans that are interested in music and would go to festivals to
see their favorite artists
■ These people go to frequent concerts, shows and musical events so they have a higher probability
of recognizing the need for a product like Glowband
○ Social media influencer posts can drive a larger conversation in online communities about the product
○ Pairing with ‘cool’ (read: popular) influencers will make our product ‘cool’/relevant in those settings
■ EDM, Rock, Alternative genres + all sub-communities have specific artists/influencers we can tap
● Micro-targeting in specific communities
"It's one of the rare instances when all of the celebrities,
influencers and other musicians are watching, and their voices
are amplified through social media." -G-Eazy to the LA Times

13. 4. RADIO
★ INCREASE BRAND AWARENESS
○ Music is a big part of our target audience’s daily routine
○ Radio maintains its hold as the number one consumer reach medium for Millennials
nationwide
■ Reaches 92% of millennials across the country weekly
■ Popular Chicago local radio stations include 103.5, 96.3 and 101.9
○ Millennials also use music streaming sites such as Pandora Radio, Spotify Radio and
SoundCloud Radio
■ 72% of Spotify listeners are Millennials
○ Potential to reach new customers who haven’t been to a festival before

14. RADIO SPOT
★ 30 seconds in length
★ 1x each day morning drive, daytime, evening drive, nighttime
★ Heavy in June, July and August
★ SoundCloud, Pandora and Spotify

15. 5. OUT OF HOME
★ How/What: Pre-launch Glowband spotlight
projection
○ Projected in California, New York, and Texas 2
weeks before Coachella
★ Transit ads
○ Ads on trains, buses, train stations and bus stops
taking attendees to the festivals
○ Example: The El and buses near Grant Park for
Lollapalooza
○ June-August

16. OUT OF HOME
★ INCREASE BRAND AWARENESS
○ Millennials are always on the move
○ They use public transportation often
■ 70% of Millennials use multiple transit options to get around town
■ Car ownership rate for people between ages of 18-34 is down over 30%
○ High accessibility for people at festivals (where the advertising is)
■ As well as any possible secondary market
○ Spotlight projections and transit ads can be placed in outside suburbs to reach other people
■ Those that commute
■ Young people who live with their parents in the suburbs

17. 6. DIRECT MAIL/FESTIVAL MAILERS
★ What:
○ A glow-in-the-dark custom Glowband
pin (and Glowband insert with social
media information) that gets
distributed with the festival access
wristbands 1 month before festival
★ Why:
○ Increase brand awareness in target
market by directly reaching 100% of
people that go to the top festivals
○ 76 percent of festival goers say they
feel more favorable toward brands
that sponsor a tour or concert
○ It is festival culture to collect, wear
and trade pins with friends

18. & AFTER OUR FIRST YEAR (phase 2)
★ Focus on increasing sales
○ Promotes growth after gaining awareness
★ Possible secondary audience
○ Advertising to an older target audience through magazine print ads and TV commercials
■ Print ads will run in magazines like Parents, Real Simple and Rolling Stone
■ Commercials will play during TV shows like the Bachelor, Ellen and the View
○ Parents (mothers) buying the product for their child
■ Mothers concerned about their child’s safety
■ Particularly when they can no longer attend a festival with their child
★ Package promotions
○ Drive sales through package deals
○ After buying a pair for $59.99, the next pair of Glowbands will drop in price
■ The more you buy = the less a pair costs
○ Advertise as making sure all of your friends stay together
★ Expansion to different festivals to relate to more niche audiences

19. YEAR AT A GLANCE

20. SPOT MARKETS
★ Spot markets for outdoor advertising where we know there are festivals: (28% of households, 12
markets)
● Atlanta, GA: Hangout, Shaky Knees, Shaky Beats Ac3, TomorrowWorld
● Austin, TX: Austin City Limits, South by Southwest, Levitation
● Chicago, IL: Pitchfork, Spring Awakening, Lollapalooza, North Coast, Mamby, Riot
Fest
● Detroit, MI: MoPop, Electric Forest, Movement
● Las Vegas, NV: Burning Man, EDC
● Los Angeles, CA: Coachella, FYF, Hard Summer, Stagecoach, Made in America,
● Miami, FL: Ultra
● Nashville, TN: Bonnaroo
● Philadelphia: Made in America, Camp Bisco
● New York, NY: Electric Zoo, AfroPunk, Mysteryland, Governors Ball, Camp Bisco
● San Francisco, CA: Outside Lands, Coachella, Wobbleland, Stagecoach, BottleRock,
● Seattle, WA: Sasquatch, Bumbershoot,

21. MFP CONSIDERATIONS
★ In MFP:
○ Direct Mail
■ Unit cost ≈ $325,000 per festival with
pin manufacturing
○ Outdoor
■ Unit cost ≈ $50K per spot market
★ Not in MFP
○ Partnership fees with festivals
■ Coachella ≈ 1 million
■ 3 Smaller festivals ≈ $500K
● InfraSound
● Gem and Jam
● Essence
○ Influencers
■ Vanessa Hudgens ≈ $250K
■ Shay Mitchell ≈ $175K
■ Louis the Child ≈ $75K
■ Dylan and Cole Sprouse ≈ $150K
★ Cost in MFP = $12,525,249
TOTALS:
TOTAL COST WITH CONSIDERATIONS ≈ $15,175,600
GRPS ≈ 7034

22. THANK YOU!

23. SOURCES
★ Chicago Transit Authority (May 8th, 2013). CTA Buying Plan, from
http://www.transitchicago.com/assets/1/procurement/CTA_Buying_Plan_03-07-2017.pdf
★ Cornell, J. (2017, April 13). Coachella 2017: StubHub Data Reveals Increased International Attendance,
Fest-Goer Habits & More. Retrieved April 24, 2017, from
http://www.billboard.com/articles/columns/music-festivals/7760268/coachella-2017-stubhub-attendance
★ Council, Y. E. (2015, August 28). 5 Secrets to Festival Marketing. Retrieved April 20, 2017, from
http://www.huffingtonpost.com/young-entrepreneur-council/5-secrets-to-festival-mar_b_8051032.html
★ Faughnder, R. (2016, April 22). Coachella by the numbers: a breakdown of the festival's $700-million impact.
Retrieved April 18, 2017, from
http://www.latimes.com/entertainment/envelope/cotown/la-et-ct-coachella-economy-by-the-numbers-20160420-
story.html
★ How Brands Are Marketing At Bonnaroo Music Festival 2016 . (2016, June 14). Retrieved April 20, 2017, from
http://mediakix.com/2016/06/influencer-marketing-brands-at-bonnaroo-festival/#gs.9AoN9j4
★ Millennials Music Festivals = A Match Made in Marketing Heaven. (2017, March 27). Retrieved April 19, 2017,
from http://gembamarketing.com/millennials-music-festivals-marketing/
★ N. S., & N. S. (n.d.). Millennials & Mobility: Understanding the Millennial Mindset (Rep.). American
Public Transit Association.
★ Stanley, T. (2015). How Marketers at Music Fests Are Engaging Fans on Site and Online. Retrieved April 20,
2017, from
http://www.adweek.com/brand-marketing/how-marketers-music-fests-are-trying-engage-fans-site-and-online-16
5963/

24. Student
Professor
Semester
Medium Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Net Radio-Morning Drive 20 20 20 40 40 40 40 40 40 20 20 40 GRPS: 380
$(000) 77.1 77.1 77.1 154.2 154.2 154.2 154.2 154.2 154.2 77.1 77.1 154.2 COST: 1464.9
Net Radio-Daytime 20 20 20 40 40 40 40 40 40 20 20 40 GRPS: 380
$(000) 60.8 60.8 60.8 121.5 121.5 121.5 121.5 121.5 121.5 60.8 60.8 121.5 COST: 1154.4
Net Radio-Evening Drive 20 20 20 40 40 40 40 40 40 20 20 40 GRPS: 380
$(000) 49.2 49.2 49.2 98.4 98.4 98.4 98.4 98.4 98.4 49.2 49.2 98.4 COST: 934.8
Net Radio-Nightime 20 20 20 40 40 40 40 40 40 20 20 40 GRPS: 380
$(000) 30.9 30.9 30.9 61.7 61.7 61.7 61.7 61.7 61.7 30.9 30.9 61.7 COST: 586.3
Digital National
- Ad Networks - Run Of Network
- Ad Networks - Demo Targeted
- Video Networks
- Publisher Video Sites
-- youtube
- Social
- Mobile
-- SoundCloud
-- Spotify
-- Pandora 63 63 63 83 83 83 83 83 83 63 63 83 GRPS: 894
$(000) 238.4 222.0 222.0 315.0 315.0 315.0 315.0 315.0 315.0 222.0 222.0 315.0 COST: 3331.4
Outdoor 639 639 639 639 639 639 639 GRPS: 4472
$(000) 612.0 612.0 612.0 612.0 612.0 612.0 612.0 COST: 4283.8
Direct Mail 2 GRPS: 2
$(000) 650.0 COST: 650.0
Digital Spot
- Ad Networks - Run Of Network
- Ad Networks - Demo Targeted
- Video Networks
- Publisher Video Sites
- Social
- Mobile 18 18 18 9 9 9 9 9 9 18 18 9 GRPS: 154
$(000) 16.0 16.0 16.0 8.0 8.0 8.0 8.0 8.0 8.0 16.0 16.0 8.0 COST: 136.0
National Only Area
GRPS 142 142 142 242 242 242 242 242 242 142 142 242 GRPS: 2414
$(000) 456.3 439.9 439.9 750.8 750.8 750.8 750.8 750.8 750.8 439.9 439.9 750.8 Cost: 7471.9
Reach 59.9 59.9 59.9 72.3 72.3 72.3 72.3 72.3 72.3 59.9 59.9 72.3
Avg. Freq. 2.4 2.4 2.4 3.4 3.4 3.4 3.4 3.4 3.4 2.4 2.4 3.4
Spot Only Area
GRPS 18 18 18 649 647 647 647 647 647 18 18 647 GRPS: 4628
$(000) 16 16 16 1270 620 620 620 620 620 16 16 620 Cost: 5069.8
Reach 13.8 13.8 13.8 83.6 83.4 83.4 83.4 83.4 83.4 13.8 13.8 83.4
Avg. Freq. 1.3 1.3 1.3 7.8 7.8 7.8 7.8 7.8 7.8 1.3 1.3 7.8
Spot + National
GRPS 161 161 161 892 890 890 890 890 890 161 161 890 GRPS: 7043
$(000) 472.3 455.9 455.9 2020.8 1370.8 1370.8 1370.8 1370.8 1370.8 455.9 455.9 1370.8 Cost: 12541.6
Reach 65 65 65 92.4 92.4 92.4 92.4 92.4 92.4 65 65 92.4
Avg. Freq. 2.5 2.5 2.5 9.7 9.6 9.6 9.6 9.6 9.6 2.5 2.5 9.6
Total Across
Glowband Media Plan
Frank Wirth/Bill Britcha
Spring 2017
Target Demo: All Adults ages 18-24