The document outlines an Easter media plan for 2012 that includes radio placements on five stations and print placements in three newspapers. It details the market share of radio stations, readership of newspapers, programming times, and a three-week scheduling and weighting plan. The total budget allocated is $1,376,974 with $1,231,982 for radio and $144,992 for print.

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