This campaign pitch was for a hypothetical Urban Roots location in Atlanta, Georgia. This is part 2 of the project which explains exactly how we will hit the objectives set in part 1. This project was for my advertising and media planning class.

2. Table Of Contents
Agency Credentials ◦ 01
Executive Summary ◦ 02
Communication Platform ◦ 03
Objectives & Measurement ◦ 04
Discovery ◦ 05
Growth ◦ 06
Engagement ◦ 09
Action ◦ 10
Media Menu Additions ◦ 11
Budget Recap ◦ 12
Flowchart ◦ 13
Why Us? ◦ 15

3. Agency Credentials
Blooming ideas from faye /fey/ (n.): confidence, trust & belief.
The heart of our agency is to provide meaningful content to the people who need it most, no matter the benefits we receive.
Giving without strings attached is a part of who we are as an agency and our ideal client would reflect that.We care most
about your company values and your commitment to the community.
Caroline Pino
Project Manager
Tristin Sapp
Research Analyst
Samantha Nguyen
Account Planner
Olivia Gassett
Copywriter
Faye Media is a leading full-service agency located in Austin,Texas.We promote diversity and inclusion in everything we do,
and it doesn’t stop at our hardworking, charismatic team.We believe in building the foundations required to create something
truly special. Our mission here at Faye Media is to provide the client with the most well thought out and diverse media plan.
We are here to make your ideas bloom.We are here for you.
01
Gabriella Bastek
Art Director

4. 02
This strategic media plan will achieve both short and long-term goals for Urban Roots. Combining multiple
facets of online and offline media, this flighted plan focuses on four areas of consumer involvement:
Discovery, Growth, Engagement, and Action. The impact achieved by hitting our diverse donor, volunteer,
and intern targets will create not only brand awareness but brand loyalty in the new Atlanta community.
Faye Media Plan: Discovery, Growth, Engagement, Action.
Execution
Urban Roots Profile
Why Faye?
At Faye Media, we strongly
feel that our client’s mission
is imperative to preserve in
any media plan.We have
based our extensive research
on Urban Roots’ goals and
commitments.Therefore, all
considerations have been
thought out and specifically
chosen for the best possible
outcomes, unique to Urban
Roots. By combining Urban
Roots’ dedication to making
a difference in their
community and Faye Media’s
outstanding media
strategies, transitioning into
the Atlanta market will bring
on a new chapter of success
for this rapidly expanding
organization.
Executive Summary
Urban Roots’ initiative to empower local youth and surrounding communities through healthy food and
farming will shine in the Atlanta market. In Atlanta, there will be ample opportunity for Urban Roots to help
those affected by food insecurity and poverty, giving back to underserved neighborhoods.
First, we will drive members of the Atlanta community to discover the Urban Roots brand. We will use high
impression drivers like Audio, SEM, and OOH to increase traffic to our owned media and increase brand
awareness. Our DIY planting event will kick off the relaunch and provide an opportunity for the Atlanta
community to see what Urban Roots is all about. As Urban Roots continues to grow in the Atlanta market, we
will increase vehicles used adding radio, social, OTT, and more experiential events. We will target students by
going directly to their high schools. We will encourage them to come to our Teen Cook-Off event and
introduce the opportunity for internships. We will later have an event to acquire new donors while maintaining
relationships with existing ones. Urban Roots will generate engagement through personal social media sites,
interactive events, and SEM to keep Urban Roots top-of-mind. Faye Media will bring awareness to Urban
Roots impact and action in Atlanta through owned and earned media corresponding with our other strategies.
Starting in a new location where a brand has not yet been discovered can be difficult, but Faye Media will work
diligently to ensure Urban Roots will be influential wherever they go.

5. Communications Platform
03
A community like ours works like an ecosystem; we want the most significant
impact possible from every member. This system works as a chain of events,
the former not possible without the latter.
Friends & Neighbors
Without our donors, our resources would be minimal. Our donors are the
heart of the organization and allow Urban Roots to prosper and
compensate our hardworking interns. Without our interns, remarkable
networking would not be possible within the local community, drawing people
in as volunteers. Without our volunteers, produce could not be harvested and
donated to our hunger relief partners. And without our hunger relief
partners, members of this community could suffer substantially.
Hearts & Stomachs Of Love
Our lasting impact is stamped onto a community, through the people who play
a small part in a larger picture. That is why Faye’s media strategy is to target
generous members of the city. These members will be deeply invested and
willing to share their many gifts with Urban Roots, therefore, taking part in this
ecosystem of impact.
ECOSYSTEM OF IMPACT

6. 04
Discovery
Discovery aims to drive members of the Atlanta community to become familiar with the
Urban Roots brand. Key performance indicators in the Discovery objective will work
together in accomplishing solid brand awareness along with increased traffic to our owned
media within just this launch phase. As the high impression drivers, Audio, SEM, and
OOH, push people to discover Urban Roots. Our message is ingrained into their routines,
as they become a loyal and high-accessing member of the Urban Roots’ online and offline
community.
Deliverables
o 50% of targets identified should be aware of the Urban Roots brand and new
location when prompted via aided recall by the end of launch
o 45% increase in web visits during launch phase
Growth
Growth is necessary for the future of Urban Roots. Through our media mix, ranging from social
to experiential, it is our job to make these platforms and experiences equally engaging and
beneficial for the brand and the community. Faye Media will have Urban Roots’ message and
content shown on all possible media platforms. We will bring brand awareness to the
community, but more importantly, we will place Urban Roots in the minds of potential
employees, volunteers, and donors. Through creativity and research, Faye Media will produce
the growth in numbers needed for Urban Roots to find long-term success in Atlanta.
Deliverables
o 300 qualified applications for the Farm Internship Program
o 250 qualified applications for the Food and Leadership Fellowship
o 100 qualified applications for the Advanced Leadership Internship
o Minimum of 800 one time or more donors
o 50 new "rain makers" to join the Urban Roots’ community
o Secure $1,000 or more official partnerships with 45 local businesses
Engagement
Engagement is essential to Faye Media's consumer-centric strategy. It is crucial that we
not only help Urban Roots create connections with target audiences but also facilitate
lasting relationships through our campaign's engagement strategies. Urban Roots will
generate engagement through personal social media sites, interactive events, strategically
placed advertisements, and search engine marketing. Through these techniques, Urban
Roots will create lasting impressions that will continue beyond the 2021 campaign year.
Deliverables
o Average of 350 distinct post readers
o 20 qualified group inquiries for grade school tours
o 35 qualified group inquiries for adult tours
o 2 local events
§ 500 attendees at each
§ Provide recognition for partners
§ Generate earned media
§ Boost engagement by 10% in the following 14 days
Action
The deliverables in this objective will mainly be achieved through Urban Roots themselves.
Therefore, Faye Media will not create and budget specific ads toward accomplishing these
tasks. However, the preceding strategies are what we will use continuously throughout the
2021 campaign year that will also directly help Urban Roots reach the potential of their goals
in this Action objective.
Deliverables
o Move 250 volunteers to Atlanta to set up
o 10,000 pounds of produce grew and donated to 3 Atlanta hunger relief partners
o Support one weekly Farmers’ Market to set up shop
Objectives and Measurement

7. Discovery – Flight 1
05
Search Engine Marketing is an essential portion
of our strategy and will hit our target hard as we
break into Atlanta’s market space. The
keywords we will be using are: agriculture,
community, farming, fresh vegetables, garden,
healthy living, non-profit, and non-profit
organization. These words have the potential to
guide eager and driven people to Urban Roots.
As brand awareness grows throughout our
launch phase, these keywords will act as a net to
catch potential consumers and redirect them
toward Urban Roots’ website; this is a
significant factor in reaching a 45% increase in
web visits.
The use of a billboard on northbound I-851
will be key in increasing brand awareness
and driving targeted traffic toward Urban
Roots from the Atlanta markets. With
strong weekly impressions, this is a visual
introduction and reminder of how Urban
Roots will cultivate relationships with our
future donors, volunteers, and interns as
they interact on daily commutes and travels.
Working effectively to increase name and
location recall, this strategy perfectly fits the
goals of an Urban Roots launch in the new
location.
Urban Roots ads will run on a local
Atlanta radio station, Power 95.5,
allowing us to reach an exponential
amount of the general population in just
a week. As our consumers go through
their routine day, we want to disrupt
their normal consumption with
information about Urban Roots. By
inserting our ads into radio slots, we will
be able to increase the number of
organic searches in the short future
about Urban Roots to increase brand
awareness, effectively reaching both
objective goals.
RadioBillboard SEM General
1 Atlanta, Billboard. http://resources.lamar.com/PublishedProposals/Inventory/ByChartables/?chartables=224-2089:::&photoType=LargeDriveBy&complete=true&format=

8. Growth – Flight 2
06
LinkedIn
As we move forward from the Teen Cook-off and approach application
deadlines, LinkedIn is a critical tool for us to include to showcase our
paid internships and fellowships. Additionally, LinkedIn will ultimately
provide Urban Roots information regarding those determined to
pursue work with the brand’s team. Through LinkedIn, we will receive
email addresses, contact information, and even traffic to our internship
application itself from prospective employees so we know whom we
can reach out to for this campaign year’s opportunities, as well as how
to proceed in the following years. We will be able to create a
community of hard-working, trustworthy individuals.
SEM for Opportunities
Google is the most used search engine globally, making up over 60%1 of
search engine share of search inquiries, making it a must to include Search
Engine Marketing in our strategy. The keywords we will be using are:
internship program, internship for high schools, leadership, leadership, and
management, leadership program, leadership skills, leadership training, paid
internships, summer internships, volunteer, and volunteer opportunities.
These words have the potential to guide eager and driven people to Urban
Roots. Those looking for life-changing opportunities with positive impacts on
the environment will be led right to Urban Roots when they use these
keywords that we will bid on.
Facebook and Instagram
Facebook and Instagram are platforms that include video and image
accompanied with text captions. Therefore, we will be discussing both
simultaneously. We will consist of advertisements targeting individuals ages 18-
24, where the focus will be on Urban Roots’ opportunities for the community
and publicizing our Teen Cook-off event. We hope to encourage them to seek
our paid opportunities, including the farm internship, fellowship, and
advanced leadership internship. On Facebook, the highest percentage of users
are 18 to 34 years old, the age range we wish to target.3 This gives us ample
access to the eyes and ears of our target market. Facebook and Instagram
advertising will undoubtedly raise our brand awareness within our younger
target market.
Radio
Urban Roots ads will run on a local Atlanta radio station, Power 95.5,
allowing us to reach an exponential amount2 of the general population in a
week. As our targeted audience for internships consumes this media, we
have a great opportunity to increase awareness and encourage them to
apply to programs provided by Urban Roots. Our radio push acts as a
catch-all for future applicants, as it will work in tandem with the
interactions in schools. This will also be a direct appeal to get the
community to attend our upcoming Teen Cook-off event. Our radio
presence falls under the umbrella of creating active internship inquiries
and increasing word-of-mouth within not only high schools in Atlanta, but
throughout the community.
1 Statista. https://www-statista-com.ezproxy.lib.utexas.edu/statistics/267161/market-share-of-search-engines-in-the-united-states/
2 Gaebler website: WKLS Radio Advertising Costs.
https://www.gaebler.com/WKLS-FM-GA-Radio-Advertising-Costs++21744
3 Statista. https://www.statista.com/statistics/376128/facebook-global-user-age-distribution/

9. 07
High School Meet and Greet!
Targeting high school students to fill up our farm internship
program, we will be going to 5 high schools in the Atlanta area. We
will contact the schools to ask to come on a designated day between
February 10 to 12 and February 16 to 17. At our chosen schools,
we will introduce the students to Urban Roots. We will also
encourage them to participate and come to our major event, the
Teen Cook-off. Since February will be a cold month in Atlanta, we
will provide free hot chocolate and a flyer containing our social
media handles and a QR code that takes them to the corresponding
links. With these incentives, we will capture their attention and
have individual conversations with them to build trust and create a
lasting impression for the current year and the preceding years.
Teen Cook-off!
Our Teen Cook-off will target younger participants. We hope to encourage these attendees to get to know us and look into the
opportunities we have. The participants will bring their peers and parents, which will create word of mouth in collaboration with
our other media platforms to bring success to the event and the brand. The participants will be using fresh ingredients to cook
with and will showcase their healthy creations to the whole community. We will guarantee that brand awareness will increase along
with word of mouth. At the event, we will talk about our internship programs. This event is different and fun and will be used to
create a positive and lasting impact on the community.
HS Comeback!
To follow-up on the Teen Cook-off, we will be returning to the 5
High Schools in the Atlanta area. When we initially contact the
schools to ask to come, we will also bring up the need to go back on
another designated day between February 24 to 26 and March 2 to
3. We will bring stickers for the students to spread awareness for
our brand when they place these stickers on their laptops or water
bottles. Our purpose is to show these students that Urban Roots is
not solely focused on meeting our goals, but we care about the
students past our benefits. This will show the students and the
community that Urban Roots is more than just another organization
in the area. We want to become part of the community and build
long-term relationships that go way beyond the current campaign
year.
Growth – Flight 2 Experiential

10. Growth – Flight 4
Hulu
Streaming digital videos are the fastest growing medium for video content
consumption in the U.S.4 This provides an opportunity for Urban Roots
to work alongside OTT streaming subscription platforms like Hulu. The
average annual household income of a Hulu viewer is $93,000 which is
right in the upper-middle-class range that Faye Media plans to target for
donors and sponsors.5 Running advertisements on Hulu will help Urban
Roots have a final push for donations by engaging with targeted donors to
drive results. Although all our other media choices have encouraged
people to donate to the Urban Roots cause, this last set of advertisements
will help Urban Roots acquire their partnership and donation goals for this
2021 campaign year.
SEM for Donors
Google is the most used search engine in the world, making up over 60%
of the search engine share of search inquiries, making it a must to include
Search Engine Marketing in our strategy.1 The keywords we will be using
are: donate, donation, hunger relief, partnership, sponsor, sponsorship,
and support. An estimated 43% of higher-income donors give more during
the holidays, making it the perfect time to have these keywords
present.2 These keywords will be bid on before and after the Donor
Appreciation Event guiding attendees and people who heard about the
event to the Urban Roots’ website. Food insecurity is also more prevalent
around the holiday season, an issue that Urban Roots is dedicated to
improving with the help of support from donors.3 With this issue on
donors’ minds, Faye Media will use these carefully-researched keywords to
help Urban Roots obtain their 2021 donation goals.
Donor Appreciation Event!
The end of harvest Donor Appreciation Event will be
targeted to show how grateful Urban Roots is for their
donors and supporters. There will be BBQ catered from
a local vendor to create a relaxed environment that
revolves around communication and the relationships that
have been built throughout the year. This event will show
how much Urban Roots cares about their donors and
supporters while continuing to give back and cultivate
relationships within their community. An event like this
will prove to donors that Urban Roots is committed to
creating a community, not just to directly benefit from the
money they acquired. This event will create loyal donors,
not only one time donors for the current campaign year,
and generate word of mouth for Urban Roots. Urban
Roots will get to showcase how far they have come as well
as where their supporters’ donations were allocated.
1 Statista. https://www-statista-com.ezproxy.lib.utexas.edu/statistics/267161/market-share-of-search-engines-in-the-united-states/
2 “Thanksgiving Fundraising Ideas,” 09 May 2019. https://donorbox.org/nonprofit-blog/thanksgiving-fundraising-ideas/
3 “Food Insecurity During the Holidays,” 13 December 2019. https://foodforward.org/2019/12/food-insecurity-during-the-holidays/
4 Mintel. https://reports-mintel-com.ezproxy.lib.utexas.edu/display/919388/?fromSearch=%3Ffreetext%3Dstreaming%2520services
5 Hulu Press. https://press.hulu.com/news/2019/01/08/hulu-tops-25-million-total-subscribers-in-2018/

11. Engagement – Flight 3
09
DIY Planting
To kick off the first week of the relaunch, Urban Roots will host
an event for people of all ages to socialize with staff and
community members to gain a better understanding of the
Urban Roots' mission. During this event, we will have a "do it
yourself" planting table where attendees will be provided with an
assortment of seeds, soil, and small biodegradable pots to grow
a plant. There will be an Urban Roots sticker with social media
handles adhered to the pot. Through the cultivation of their
plants, Urban Roots will cultivate a relationship with the
attendee, and every time the plant is watered at home, they will
be reminded of Urban Roots. Those who attend will be
encouraged to follow all social media accounts while at the
event, and there will be an information session once every hour.
We will meet Urban Roots' goals by providing a unique
experience at this event, hoping that there will be a spread of
awareness throughout the community to potential consumers
through word-of-mouth.
Facebook and Instagram
After Urban Root's 3-month hiatus period, we will enter the social
media scene with a strong force. Starting on June 27, Urban Roots will
run Facebook and Instagram ads for two weeks, increasing our reach.
During these two weeks, we will promote our upcoming DIY Planting
event alongside our partners, which will guarantee success in reaching
the community. This will also provide recognition for our partners.
Both Facebook and Instagram ads will target the same people,
specifically targeting those interested in gardening. Facebook and
Instagram ads will help us gain unique post readers as they become
more involved in our brand through the social platform as it works
incongruity with the rest of our media choices.
SEM for Donors
Right after the Urban Roots DIY Planting event, we will utilize SEM
for Donors to drive website traffic and increase donations. The
keywords we have chosen for this SEM are: donate, donation, hunger
relief, partnership, sponsor, sponsorship, and support. We will boost
engagement within our website through these specific keywords and
expand our market through digital platforms.
SEM General
SEM General will be utilized alongside SEM for Donors during the
two weeks after the DIY Planting event. SEM General will use the
following keywords: agriculture, community, farming, healthy living,
non-profit, garden, and support. This specific SEM will allow the
campaign to be cohesive through the rest of our media choices,
generating more interest as people have heard about Urban Roots and
want to know more information about the opportunities we have for
the community. SEM General is critical during our relaunch and will
increase unique visitors drastically while also getting the Atlanta market
to want to join as a part of the Urban Roots' community.
Billboard
An illuminated bulletin billboard will advertise for the entire duration
of this phase to keep Urban Roots top-of-mind. The advertisement is
located on I-85, which reads to northbound traffic1
. Many people
traveling the Atlanta freeway do so during rush hour and multiple
times a week; therefore, the frequency will increase exponentially
during the relaunch. We will achieve Urban Roots' goals for inquiries
as our other media choices in tandem with the billboard will ensure
that the brand is successful. 1 Atlanta Billboard. http://resources.lamar.com

12. Action
10
Owned Media
At each of our experiential
events, aside from our presence
in high schools, we will work
alongside a photographer to take
pictures of our community
outreach. We will use these
pictures throughout the
campaign year on Urban Roots’
owned media platforms,
especially during hiatus periods,
to continue engaging with our
community. Through Urban
Roots’ owned media, we will
highlight donations to hunger
relief programs and advertise our
small, youth-led attendance at
the Farmers’ Market.
Earned Media
In addition to owned media, during
the other phases (what we call
flights) of the campaign strategy, we
will generate earned media from the
Atlanta market/public. Earned
media will present itself, especially
at high levels when we have
experiential events, in the following
forms: constant word of mouth,
sharing our ads on social and/or
owned platforms, and community
interest in the brand. This leads to
an expansion of the Urban Roots’
community that will stay engaged to
see us make a difference in the
Atlanta community as a whole;
earned media helps reach the goals
provided to us.

13. Media Menu Additions
11
Event Items Cost per pack Packs needed for 600 Total Cost
DIY Farming
Refreshments
$9.98/24 water
bottles 13* $129.74
$7.56/24 tea bottles 13* $98.28
Speakers $375.00
Photography $225.00
Seeds $15.65/8 packets 10 $156.50
Paper Cups (Pots)
$14.99/300- 3fl.
ounce cups 2 $29.98
Pot Markers $17.99/ 600 markers 1 $17.99
Soil $4.28/714 fl. ounces 2 $8.56
Eco-friendly Stickers $150.00
TOTAL SPEND $1,191.05
Teen Cook-off
Refreshments
$9.98/24 water
bottles 13* $129.74
$7.56/24 tea bottles 13* $98.28
Speakers $375.00
Photography $225.00
Tables
$12.25/10-persons
table 16 $196.00
Chairs $2.70/chair 124 $334.80
Utensils
$32.34/600 plates 1 $32.24
$9.99/400 spoons 1 $9.99
$9.99/400 forks 1 $9.99
$14.17/400 napkins 2 $28.34
Awards $150.00
TOTAL SPEND $1,589.38
Experiential – Major Events1,2,3,4,5,6,7
Name Cost per ad
Radio Station - Power 95.5 363
Name CPM
Hulu 25
Name Type Cost per month
Lamar
Digital Bulletin $1,500 to $6,500
Bulletin $2,500 to $3,500
Poster $500 to $1,500
Audio10
OTT11
OOH12
*Packs needed for 300
Experiential – Minor Events1,2,3,8,9
Event Items Cost per pack Packs needed Total Cost
HS Meet and Greet
Flyers 1,500 $74.10
Hot Chocolate $5.92/50 30 $177.60
Water Jugs 18.88 2 $37.76
Cups $11.99/150 10 $119.90
TOTAL SPEND $409.36
HS Comeback
2" Circle Stickers 1,500 $138.00
TOTAL SPEND $138.00
Donor Appreciation Event
Speakers $375.00
Photography $225.00
Tables $12.25/10-persons table 15 $183.75
Chairs $2.70/chair 124 $405.00
Catering $9/person 150 $1,350.00
TOTAL SPEND $2,538.75
Keywords Daily Clicks Daily Impressions Cost CTR Average CPC
Ad Group - General
agriculture, community, farming, fresh
vegetables, garden, healthy living, non
profit, non profit organization 138.87 5151.67 $247.22 2.7% $1.78
Ad Group – for Opportunities
internship program, internships for high
school students, leadership, leadership and
management, leadership development,
leadership program, leadership skills,
leadership training, paid internships,
summer internship, volunteer, volunteer
opportunities 112.71 4292.42 $211.02 2.6% $1.87
Ad Group – for Donors
donate, donation, hunger relief,
partnership, sponsor, sponsorship, support 270.65 6008.46 $367.19 4.5% $1.36
Search Engine Marketing13
Based on Atlanta DMA for one month
1 Walmart. https://www.walmart.com/
2Amazon. https://www.amazon.com/
3Thumbtack. https://www.thumbtack.com/instant-
results/?category_pk=122417298735898913&zip_code=30306&source=cost_page&project_pk=4
Lowes. https://www.lowes.com/pd/Miracle-Gro-Garden-Soil-All-Purpose-0-75-cu-ft-Garden-
Soil/999929910
5 Eco-enclose. https://www.ecoenclose.com/shop/eco-friendly-stickers-and-product-labels/
6 Pro Sounds of Atlanta. http://www.prosoundrentalofatlanta.com/sound-system-pa-samples.html
7Atlanta Party Rentals. https://www.atlantapartyrentals.com/pricing/
8 Vista Print. https://www.vistaprint.com/marketing-materials/flyers?GP=07%2f03%2f2020+13%3a22%3a49&GPS=5716014860&GNF=1
9 Standout Stickers. https://www.standoutstickers.com/product/circle-stickers
10 Gaebler. https://www.gaebler.com/WKLS-FM-GA-Radio-Advertising-Costs++21744
11 Media Post. https://www.mediapost.com/publications/article/336017/hulu-cpm-pricing-sinks-overall-ad-revenues-climb.html12
Lamar Advertising. http://www.lamar.com/InventoryBrowser13
Google Ad Keyword Planner. https://ads.google.com/home/tools/keyword-planner/

14. Budget Recap
12
Flight 1: Breaking Ground
Vehicle Schedule Total Impressions Total Cost % of Budget
SEM General 1/17-1/30 3,900 $190.00 0.76%
Radio 1/24-1/30 363,333 $2,541.00 10.16%
Billboard 1/17-2/13 5,663,208 $3,000.00 12.00%
6,030,441 $5,731.00 22.92%
Flight 2: A Helping Hand
Vehicle Schedule Total Impressions Total Cost % of Budget
Facebook 2/7-2/20 84,000 $603.96 2.42%
Instagram 2/7-2/20 130,000 $1,028.30 4.11%
HS Meet and Greet 2/10-2/12, 2/16-2/17 1,500 $409.36 1.64%
SEM for Opportunities 2/14-3/6 3,200 $190.00 0.76%
Teen Cook-off 2/20 600 $1,589.38 6.36%
LinkedIn 2/21-3/6 50,000 $329.50 1.32%
HS Comeback 2/24-2/26, 3/2-3/3 1,500 $138.00 0.55%
Radio 2/28-3/6 363,333 $2,541.00 10.16%
634,133 $6,829.50 27.32%
Flight 3: A New Growth
Vehicle Schedule Total Impressions Total Cost % of Budget
Billboard 6/27-7/24 5,663,208 $3,000.00 12.00%
Facebook 6/27-7/10 145,000 $1,042.55 4.17%
Instagram 6/27-7/10 145,000 $1,146.95 4.59%
DIY Planting 7/10 600 $1,191.05 4.76%
SEM General 7/11-7/24 3,000 $120.00 0.48%
SEM for Donors 7/11-7/24 2,900 $160.00 0.64%
5,959,708 $6,660.55 26.64%
Flight 4: Dreams Come True
Vehicle Schedule Total Impressions Total Cost % of Budget
SEM for Donors 11/7-11/27 5,700 $370.00 1.48%
Donor Appreciation 11/13 150 $2,538.75 10.16%
Hulu 11/14-11/27 114,728 $2,868.20 11.47%
120,578 $5,776.95 23.11%
22.92%
27.32%26.64%
23.11%
Budget by Flight
Flight 1
Flight 2
Flight 3
Flight 4
23.47%
24.00%
20.33%
11.47%
4.76%
16.91%
Budget by Medium
Experiential
OOH
Audio
OTT
SEM
Social

15. Flowchart
13
BREAKING GROUND A HELPING HAND
JANUARY FEBUARY MARCH APRIL MAY JUNE
$ % Vehicle 1/17 1/24 1/31 2/7 2/14 2/21 2/28 3/7 3/14 3/21 3/28 ALL ALL 6/6 6/13 6/20
Experiential
$5,866.54 23.47%
$1,191.05 4.76% DIY Planting
$1,589.38 6.36% Teen Cook-off 600 imps
$409.36 1.64% HS Meet and Greet 1,500 imps
$138.00 0.55% HS Comeback 1,500 imps
$2,538.75 10.16% Donor Appreciation Event
OOH
$6,000.00 24.00%
$6,000.00 24.00% Billboard 5,663,208 imps
Audio
$5,082.00 20.33%
$5,082.00 20.33% Radio 363,333 imps 363,333 imps
OTT
$2,868.20 11.47%
$2,868.20 11.47% Hulu
SEM
$1,030.00 4.76%
$350.00 1.40% SEM for Opportunities 3,200 imps
$310.00 1.24% SEM General 3,900 imps
$370.00 2.12% SEM for Donors
Social
$4,151.26 16.91%
$2,175.25 8.86% Instagram 130,000 imps
$329.50 1.32% LinkedIn 50,000 imps
$1,646.51 6.73% Facebook 84,000 imps
Earned Media
- - -
Owned Media
- - -

16. Flowchart
14
A NEW GROWTH DREAMS COME TRUE
JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER
$ % Vehicle 6/27 7/4 7/11 7/18 7/25 ALL ALL ALL 11/7 11/14 11/21 11/28 ALL
Experiential
$5,866.54 23.47%
$1,191.05 4.76% DIY Planting 600 imps
$1,589.38 6.36% Teen Cook-off
$409.36 1.64% HS Meet and Greet
$138.00 0.55% HS Comeback
$2,538.75 10.16% Donor Appreciation 150 imps
OOH
$6,000.00 24.00%
$6,000.00 24.00% Billboard 5,663,208 imps
Audio
$5,082.00 20.33%
$5,082.00 20.33% Radio
OTT
$2,868.20 11.47%
$2,868.20 11.47% Hulu 114,728 imps
SEM
$1,030.00 4.76%
$350.00 1.40% SEM for Opportunities
$310.00 1.24% SEM General 3,000 imps
$370.00 2.12% SEM for Donors 2,900 imps 5,700 imps
Social
$4,151.26 16.91%
$2,175.25 8.86% Instagram 145,000 imps
$329.50 1.32% LinkedIn
$1,646.51 6.73% Facebook 145,000 imps
Earned Media
- - -
Owned Media
- - -

17. Why Us?
15
The logistics are essential and strategically sown into
the soil; however, the center of this media plan will be
targeted at the individual.
With launch day in mind, we will work tirelessly to
exceed your expectations from the beginning to
the end of our partnership. Don’t miss out on a
chance to experience this level of
trust, confidence, and loyalty: Faye.
We at Faye Media know how important impacting the
individual is to Urban Roots and have formulated this
plan with that simple goal at heart. Our innovative
strategies, combined with our tried and true
recommendations, will set Urban Roots on the journey to
lasting impact within the Atlanta community.