5. Media Objectives
• Goals expectations of chosen media
• Increase enrollment 10 percent for fall 2016
• Increase brand awareness
• Increase number of inquires over competitors
• Targeted market – non-traditional adult students
• Exposure to media – radio, OOH and digital
• Creative message and requirements
6. Chosen Media to Achieve Objectives
• Mediums
• Digital, Radio, OOH, guerilla and print
• Vehicles
• Flagler's website, Facebook, Twitter and
Instagram
• Radio 97.9 ESPN, 99.9 HANKFM, 100.7 WFLA,
BLAZIN 102.3 and Gulf 104.1
• Billboards, , signs & print (posters, flyers, etc.)
8. Academic Year 14/15 Flagler College Saint Leo University Keiser College
Cost of attendance/yr $29,780 $34,240 $26,172
Student enrollment 165 30 27
Advertisement budget $100,000 $115,000 $200,000
Budget Analysis
9. Competitive Analysis
Television Radio
Digital
Media
Out of
home
Guerilla Total
Flagler College $- $- $40,000 $35,000 $25,000 $100,000
Saint Leo University $- $- $50,000 $35,000 $30,000 $115,000
Keiser College $55,000 $50,000 $45,000 $30,000 $20,000 $200,000
$-
$50,000
$100,000
$150,000
$200,000
$250,000
AdvertisingExpense
Competitive Analysis AY 2014-2015
10. $- $50,000 $100,000 $150,000 $200,000 $250,000
Television
Radio
Digital Media
Out of home
Guerilla
Total of media
Television Radio
Digital
Media
Out of home Guerilla
Total of
media
Keiser College $55,000 $50,000 $45,000 $30,000 $20,000 $200,000
Saint Leo
University
$- $- $50,000 $35,000 $30,000 $115,000
Flagler College $- $37,920 $40,000 $35,000 $25,000 $137,920
Budget Allocation AY2015-2016
Media Selection Analysis
11. • Vehicle addition increases
budget $37,920
• 804 total ads
• 134 day parts per month
• 6 month period for the
academic year
Radio Budget
13. Target, Analysis &
Recommendation• Target Audience – non-traditional students
• US Department of Education definition
• Traditional student no longer the trend
• Very diverse demographics and psychographics
• Non-traditional vs traditional
• Prospects needs and desires match Flagler’s
features, advantages and benefits
14. Target - Demographics
Demographics Patricia Todd Brianna Maryjane
Age 21 35 24 52
Race Caucasian Caucasian African-American Caucasion
Income $12,000.00 $38,000.00 $18,000.00 $42,000.00
Occupation Sales
Emergency
Management
Bank Teller
Administrative
Manager
Social Class
Low Income
Working Class
Working Class
Low Income
Working Class
Low Middle
Working Class
Education 2-Year College 2-Year College 2-Year College 2-Year College
Geographic Location Tallahassee City Leon County Tallahassee City Jefferson County
Lifestyle
Carefree youth
but focused on a
health and diet
Serious family
man who works
for the weekends
Focused single
mom; daughter is
cornerstone
Serious and
mature,
concerned parent -
understands
quality of life
15. Target – Psychographics
Psychographics Patricia Todd Brianna Maryjane
Attitude
Positive and
outgoing; a
follower
Goal oriented and
focused achiever
Positive and
motivated
Goal oriented and
focused on cause
Motivation
Somewhat
motivated
Motivated Highly motivated Highly motivated
Desires (benefit/need)
Wants what her
parents have
Strong desire to
fullfil needs and
wants to provide
for his family
Wants and needs
quality things in
life. Desires are
stronger than
average
Wants a better life
for her son; works
and lives for him
Values
Liberal and
tolorent
Conservative
traditional values
Middle of the road
but anchored by
christian values
Conservative
Personality trait Aspirer Succeeder Aspirer/Succeeder Succeeder
Decision process
Spontanious on
low involvement
purchase
Carefully
considers all
purchases but
desires high
quality
Value brands ok
but desires quality
when possible
Carefully considers
all purchases
seeking the best
features for the
best value
Buying behavior
Not very loyal to
brands willing to
try anything; has
not learned
quality versus
brand loyalty
Wants quality and
is a brand loyal
customer; will try
new products
Brand loyal but
considers new
brands if vaue is
good
Value and brand
loyalty for most
things
19. Media Strategy
• Targeted media mix to achieve objectives
1. Growth of student enrollment by 10%
2. Increase awareness through optimization
3. Increase number of inquires
20. Media Strategy
• Presence among chosen platforms
• Radio, digital, OOH, Guerilla
• Stay within target audience
• Timing is imperative
21. COM 213 Media Literacy
Summary
• Media Objectives
• Competitive Analysis / Flowchart & Budget
• Target – Analysis, Recommendation, Media Habits
• Media Selection Rational / Media Strategy
22. ….education is not preparation for life; education is life itself – John Dewey.
Editor's Notes
The media strategy that was chosen is based upon each individual objective that was identified at the start of the media plan. These proposed strategies below are set to accomplish said objectives.
The media strategy that was chosen is based upon each individual objective that was identified at the start of the media plan. These proposed strategies below are set to accomplish said objectives.
Objective number one: Grow student enrollment of 10% at the minimum.
Media/medium selected: The media selected for this objective specifically will call for all presence among the chosen platforms of radio placements, out-of-home advertising and a digital presence of the Flagler brand.
Target audience: These students will typically fall into the non-traditional category ranging from the age of 18 to 60 years old. They will be male and/or female with no ethnic specification.
Media to be used: Out-Of-Home advertising such as billboards and flyers, as well as continual digital existence on Facebook, Twitter, and Instgram.
Timing: Pertaining to the digital existence, it will differentiate between the platform:
Facebook: Daily between 1PM – 4PM
Twitter: Monday through Thursday between 1PM – 3PM
Instagram: Wednesdays after 5PM
Media selected to deliver other information: Radio is chosen to deliver other specific information about the basics of the business administration program at Flagler College-Tallahassee.
Objective number two: Increase awareness of the program through optimization of a certain medium.
Media/medium selected: The media selected for this objective specifically will call for detailed presence among digital platforms that are publishing the Flagler brand.
Target audience: These students will typically fall into the non-traditional category ranging from the age of 18 to 60 years old. They will be male and/or female with no ethnic specification.
Media to be used: Specific placement of billboards to target audience as well as radio ads introducing program.
Timing: Radio slots to be played in morning between 6AM - 9AM and in the evening between 5PM – 7PM
Media selected to deliver other information: Radio is chosen to deliver other specific information about the basics of the business administration program at Flagler College-Tallahassee.
Objective number three: Increase number of inquiries about Flagler’s Business Administration program.
Media/medium selected: The media selected for this objective will call for all presence among the chosen platforms of radio placements, out-of-home advertising and a digital occurrence of the Flagler brand.
Target audience: These students will typically fall into the non-traditional category ranging from the age of 18 to 60 years old. They will be male and/or female with no ethnic specification.
Media to be used: Out-Of-Home advertising such as billboards and flyers.
Timing: This isn’t necessarily a time related media to manage this objective.
Media selected to deliver other information: Radio is chosen to deliver other specific information about the basics of the business administration program at Flagler College-Tallahassee.
