2. EIGHT2TWELVE
EASTER MEDIA PLAN 2012

3. MEDIA MIX
• Radio – thirty seconds placement
• Press – strips in Thursday Food and Weekend
Star

4. MEDIA
VEHICLES
MEDIA
MARKET SHARE (%)
RJR-94
IRIE-FM
LOVE-101
HITZ-92
KOOL 97
14
28
9
10
3
MEDIA
READERSHIP (000)
DAILY GLEANER
DAILY OBSERVER
WEEKEND STAR
400
200
500

5. PROGRAMMING
•
•
•
•
Morning drive on all stations
Afternoon music - RJR-94 and IRIE-FM
Daytime talk - RJR-94
Early evening IRIE-FM and Saturday mornings
on KOOL-97 to reach purchase decisionmakers
• Thursday Gleaner and Observer and Weekend
Star

6. • Sponsored hour on RJR-94. Facilitates
giveaways
• Outside broadcast to build interest on the
ground and transmit message across the
island via RJR-94

7. SCHEDULING &
WEIGHTING
• Three weeks campaign
• Continuous placement to Holy Thursday
• Relatively low frequency at launch, increased
as we approach the end date

8. BUDGET
MEDIA
$
RADIO
PRINT
1,231,982
144,992
TOTAL
1,376,974