Comprehensive Media Plan Parts 1 and 2

1. 2020 “OCEANFLIP”
PHONE MEDIA
PLAN
By: Morganne Stephenson

2. AGENDA
PRODUCT
SERVICES
COMPETITIVE
INSIGHTS
MEDIA
OBJECTIVES
MEDIA
STRATEGY
MARKET
RESEARCH
TARGET
AUDIENCE

3. ABOUT OUR PRODUCT
Flip phones
came out in
the late
1990’s. Don’t
you just miss
the
satisfaction of
being able to
slam your
phone shut
when a friend
or family
member
annoyed you
over the
phone? The
new OceanFlip
Phone does
just that AND
MORE
12 GB RAM so
you have tons
of space
available
Fingerprint
Reader
Dual camera
lens with
maximum
quality (16MP
and a 160
degree field of
view)
Easy to use
28 hour
battery life
AND fast
charging
All services
are FREE
after purchase
of device

4. COMPETITIVE INSIGHTS
Our competitors (Apple) simply cannot match our expertise.
The iPhone battery’s life dies in approximately 10-18 hours. Users constantly complain about the short life span
and how inconvenient it is.
Having an iPhone means you HAVE to purchase almost everything in order to use the phone’s full abilities. For
example, users have to pay MONTHLY for storage, music, ringtones, the majority of applications on the App Store,
etc. You end up eventually spending more money than you would had you bought a OceanFlip Phone.
The iPhone is known for its complexity. Users often complain about the annoying technicalities of the iPhone. The
OceanFlip is simple for users of all ages.

5. MEDIA OBJECTIVES
1
Persuade audience to
purchase device and/or
switch from our
competitors' company.
2
Highlight the carious
reasons as to WHY
user should purchase/
make the switch.
3
Reinforce product
quality and appeal to
target audience.
4
Maintain a customer
retention rate of 30%
5
Improve monthly
customer acquisition
by 20% in 2-5 months

6. MEDIA STRATEGY AND MARKET RESEARCH
Media Strategy
• Retentive Advertising after audience
has become familiar with the product
• Include everyday/ordinary scenarios
and people in the advertisement so as
to appeal to audience
Market Research
Qualifier Index
Target Teens, Young Adults
and Adults
Region United States,
Canada and
eventually the entire
Western Hemisphere
Television Cable
Magazines Lifestyle and
Entertainmetn

7. TARGET AUDIENCE
• Teenagers- Teens are the main users of cellular devices in our society; and once something new comes out, they
immediately want it. We would ensure that the advertisement appeals to young persons aged 13-19 by having fellow
teenagers in the ad and in settings teens usually are in . We would also maximize on the various things the new phone
can do that the older versions and phones from the rivaling company cannot.
• Young adults- The majority of young adults today grew up with flip phones in the earlier part of their lives. We would
have the ad depict people using flip phones in a 90’s setting and then transfer to the present day with the new flip phone.
This will give a feeling of nostalgia and urge the audience to purchase the device.
• Adults and Elderly- We will include targeting adults with children in order to convince them to purchase the device. We
will show them how safe it is and highlight aspects of it that can make it safer for a child in need of a phone. Pertaining
to the elderly, since this audience sometimes have trouble operating technological devices, we would highlight how easy
it is to access various things on the phone.

8. CONSUMER PERSPECTIVE
Ernest, 72: “The OceanFlip
was my first cellular device
when cell phones became a
thing. I want to stay in touch
with technology, but I also
want to stick to flip phones.
This is perfect!”
Thelma, 46: “I work
full time and I am
the mother of 5
children. I need a
phone that is easy
to use and helps me
keep track of my
day to day
activities.
OceanFlip has been
the best phone for
Megan, 20: “I’ve been
with OceanFlip since I
was a preteen. The
fact that they’re
advancing along with
technology is totally
awesome! A phone
that gives me
everything I need and
flips? How cool is that!

9. SEASONALITY
• The 2020 OceanFlip phone will be released on the 1st of January 2020.
Supplies will last all year round annually so customers can pick and
choose when they would like to purchase the product!
• The 2020 OceanFlip phone will be available in all countries in the
Western Hemisphere and in selected countries in the Asia and
European continents. Expansion to all countries on those continents
will begin July 1st, 2020.

10. MEDIA BUDGET
• Target Budget is $15,000
Television
Internet
Print
(Magazines
etc.)
SALES

11. MEDIA PLAN RECOMMENDATION
MEDIA COST
TELEVISION
2 month buys for 10 channels
$8,000,000
INTERNET
Pop-up ads, Banner Advertisements
$2,796,234
PRINT
Direct mail catalogues/ leaflet,
$350,000
Magazines: Lifestyle related and Gadget
related magazines. 5 issues each. Each with 2
full pages and 3 half page vertical. ALL
colored.
$4,168,900
TOTAL BUDGET $,15,315,134

12. APPENDIX
• Based on an analysis of our target
customer and insights into the
seasonality of our product, we have
created a strong media plan that stays
true to our original objectives:
 Persuade audience to purchase device
and/or switch from our competitors'
company.
 Reinforce product quality and appeal
to target audience.