Marin Bikes is a bicycle manufacturer founded in Marin County, California. It specializes in mountain bikes but also offers several other variants. Many of its bike models are named after locations in and around Marin County. The Media Plan Overview is the culminating project in the Introduction to Advertising Course. The Media plan researches and determines the best media outlets for Marin Bikes advertising. The media outlets include Magazine, Radio and Google Keywords.

1. Brady Netzel | May 2020
Marin Bikes and Commuters in Sacramento
Target’s Psychographic Summary
• Has at least a 30 minute commute or a 5 miles trip to work
• Strong desire to stay healthy and cares for the environment
• Has an idea of the kind of hybrid bike they are wanting
Target’s Demographic Summary
• Gender: Men and Women
• Age Range: 22 to 35
• HH Income: $25,000 and $72,000
Target’s Geographic Location: Sacramento, CA – entire DMA
Target Audience: Commuters in Sacramento
Psychographic Elements of Commuters
One who uses a bicycle to commute to work can have a variety of reasons to choose a bicycle
over a vehicle. According to the bike statistics and fact page by Jeff Balton, “The number of people
who commute to work in the US is on the rise” (4). Within the article, Balton explains that
people who choose to commute do so because of fuel prices, their impact on the environment,
and the overall health benefit. Specific health benefits include a reduced rate of all-cause
mortality, improvement of mental well-being and self-confidence, lower blood pressure in both

2. men and women, and much more benefits that outweigh the risks (4). Other benefits include
financial reasons such as no more payments of gas, maintenance, or even parts for a vehicle, as
well as a reduced carbon footprint for the overall environment. On average the typical bicycle
commuter will ride at least a half an hour or more on their ride to work and tends to ride their
bike within 5 miles of their workplace. This time might add to the overall commute, but the
health and financial benefits are proven to increase the lifespan and mental wellness of the
commuter.
For those who are bicycle commuters, Christine Ryan of Wirecutter compiled a list of the
features that are important in a bike. The ideal commuting bike would be a hybrid bike. Those
features that Ryan explains as important when picking a bike consist of fitness appropriate
geometry, flat handlebars, safe and strong brakes, fender and rack mounts, puncture-resistant
tires, gearing appropriate for the terrain, a sturdy yet reasonable lightweight frame, decent-
quality components, and wide rims (3). Although the commuter would ultimately have their
own set of features they would want in a hybrid bike, Ryan is able to compile the basic
necessities when choosing the right hybrid bike.
Demographic Elements of Commuters
According to Michael Burrows of the United States Census Bureau, about 870,000 people say
they commute to work using a bicycle. This number makes up about 0.6% of all workers within the
United States, who mostly make up of young and urban locals (5). With such a large number of people
commuting to work via bicycle, Burrows is able to compile a list of the three key demographic elements
that makes up the data: Age, Gender, and Household income. The article states that 1.0% of workers
between the ages of 16-24 years old bike to work, then there is the 0.7% of workers aged 25-44 and
then the 0.4% of workers 45 and older who commute to work via bicycle. Although the data ranges from

3. 16 year olds to 45 and older, the ideal range would be between those who are in their early twenties
and mid-thirties as those are the individuals with incomes and an able enough body to bike. Within the
same report it is stated that more men commute by bicycle compared to women. Approximately
628,000 men, about 0.8%, report they commute to work. This leaves about 244,000 women remaining,
about 0.3%, who commute to work via bicycle (5).
Joe Cortright of City Commentary took a look at the most recent census data and compiled a list
of the household incomes for those who report they commute to work by bicycle. In the article, the age
range that was reported was between 25 and 64 years old. As such the household income ranged from
$10,000 to $260,000. The “Number of bike commuters” chart indicates that those within the $20,000 to
$30,000 household income range have the highest number of commuters (about 60,000 commuters).
The overall median income of commuters who bike have a household income of about $72,000.
Although the date ranges from $10,000 to $260,000, “To put in context, the median car commuter had a
household income of about $82,000. So, on average, bike commuters live in lower income households
than car commuters” (6).
Geographic Target: Sacramento, CA
Although there are bicycle commuters all across the nation, and even around the world, the
ideal geographic target should be the commuters in Sacramento, CA. According to Burrows, out of the
twenty top bike commuting cities, seven of them are in the state of California (5). For most of them,
they are within two hours driving distance of Sacramento, CA. Except for Davis, CA that is about 20
minutes from Sacramento, which was ranked the highest in the chart with about 20% of the total
percentage of bicycle commuters in the chart. This data, along with Marin bikes dealer locator that
shows about seven bike stores within the Sacramento area, ultimately showcases why Sacramento, CA is
the ideal geographic target.

4. Marin Bikes Company Profile
Company Overview and History
Debuting in 1986 during the initial days of mountain biking, Bob Buckley, along with other
mountain biking enthusiasts, founded Marin bikes. The bike company that wanted to produce
affordable as well as high quality bikes influenced by the hills of California. Marin bike’s first bike model
was the Madrone Trail, a standard that paved the way for Marin’s “three decades of performance-
minded mountain offerings” (1). Marin bikes made a name for themselves with their 1988 launch of the
Marin Team Titanium that was one of the mountain bike industries first mass-produced titanium bike.
Three years later, Marin takes a ride into the pavement bike lane and introduces their first hybrid and
road models in 1991. Marin bikes began their bicycle industry influence in the 90’s and 2000s with their
innovative and competitive bikes. The burgeoning bicycle company began pioneering mountain bike
technology such as “Hydro formed, monocoque and an increasing number of full-suspension models and
the QUAD-link design” (1). In the recent decade, Marin bikes has built a reputation of a company that
sets numerous awards from media platforms all around the world. Marin also is a company that strives
for advocacy and believes in the support of associations such as the IMBA and NICA. The IMBA is the
International Mountain Bike Association that builds sustainable trails and facilities to allow the sport of
mountain biking to be more available. The NICA is the National Interscholastic Cycling Association that
has the main mission of developing high school mountain biking interest from East to West. Marin also
advocates for the “Access 4 Bikes” mission that “is to establish equitable access for mountain biking on
public trails of Marin County” (2).
Products

5. Marin bikes provide a wide range of variety within their selection of bikes. These products can
be narrowed down to three different bike categories. They provide mountain bikes, pavement bikes, E-
bikes and kid bikes. A mountain bike is a bicycle that has a light but sturdy frame and treaded tires with
several gears that are modified specifically for the mountainous terrain. It was the design of Marin’s first
mountain bike, the Madrone Trail that created a name for the company. Marin provides twenty
different mountain bike models for their 2019 selection. These mountain bike models are further
specified into two more categories: full suspension and hardtail. With sixteen bikes each in the full
suspension models and hardtail models. Each of these models range in a variety of modifications and
parts that helps them to stand out from one another.
For all those who are not bicycling within the mountainous terrain, Marin bikes offer a
pavement selection of bikes that has 26 different bike models in their 2019 collection. Pavement bikes
are known as “urban” bikes that are designed more for the style and comfort than speed and durability.
The pavement collection gets broken down into two other categories: the drop bar models and the
fitness/transit. The drop bar models have 15 different bikes in the selection and the fitness/transit
models have 26 different bikes to choose from. Much of Marin bikes pavement collection ranges from
various sizes and frames that each has a unique design for the consumer.
Although E-bikes are similar to pavement bikes, E-bikes have an integrated electric motor
attached to them. Marin offers 6 different types of E-bikes within their collection. Marin’s “Kids”
collection is the smallest collection with only three different bikes to choose from. They have options for
both mountain bikes and pavement bikes for a kid with a few different frames and styles. Marin also
provides a web store that contains more than just bikes for products. Their web store has riding gear,
apparel, accessories and various parts any bike owner might need. One thing to note when discussing
Marin bikes is that all of their bike models are named after iconic landmarks and geographic locations,
which provides a very unique line of bike names.

6. Price
Since there are a variety of bike styles and frames that Marin offers, the prices of their bikes
range from their type of bike and its specific category. Marin’s mountain bike full suspension models are
the most expensive type with their prices ranging from the Wolf Ride Pro at $6,799.99 to the Hawk Hill 1
for $1,599.99. When compared, Marin’s mountain bike hardtail models are much cheaper, ranging from
their Pine Mountain 2 at $2,099.99 to the Wild Cat Trail 1 for $449.99. A significant difference in price
ranges but the full suspension models offer a much more mountain friendly frame instead of the
hardtail. Marin’s E-bike collection has a range of the Pine Mountain E2 at $4,199.99 to the San Anselmo
DS E Deore at $2,999.99. There really isn’t much of a range when it comes to the E-bikes since there are
so few models. As for the pavement selection, their bike prices seem to be much lower than the
mountain bikes, but they are also a different type of bike. The pavement selection drop bar model prices
range from the Headlands 2 at $2849.99 to the Gestalt $868.99. For the pavement fitness/transmit
selection, their model prices range from the Presidio 4 DLX at $2349.99 to the Kentfield CS1 at $419.99.
It is within the pavement fitness/transmit selection that the Fairfax 1 bike model is located with a price
at $449.99.
According to the article from Wirecutter, they compiled a list of specifications that makes for
the best hybrid bike. Their rationale when it comes to pricing, “Although $500 used to be the sweet spot
for a starter bike… drop much lower, and you’ll get stuck with outmoded or truly poorly made parts that
might be hard to replace once they wear out; spend more, and you can get a nicer bike “ (3). Ryan
discovered that much of the $500 bikes they previous looked at had a price increase of 10 – 15 percent.
Ryan managed to find hybrid bikes that had a well-known manufacturer that costed less than $500, but
those bikes had one or more deal breaking problems. This is where the Fairfax 1 bike model comes in as
it is a lower priced bike but still holds true to the specifications Ryan was looking for in a hybrid bike.

7. From the research conducted by Ryan, it is safe to say Marin bikes are priced in the middle on the hybrid
bike range, especially with the Fairfax 1 (3). While there are nicer hybrid bikes, they cost much more
than $500 and same goes for the poorly made bikes that are several hundred dollars cheaper than the
Fairfax 1. While the Fairfax 1 isn’t the best hybrid bike, for the cost and what specifications the bike
offers makes it the most ideal hybrid bike for the pricing, and overall puts Marin bikes in a market that is
affordable and reliable.
Place
While there isn’t a “Marin” bike store, consumers can purchase the bike through a variety of
locations and bike shops that carry the brand’s bikes. Within the Sacramento, CA and surrounding area
there are roughly seven bike shops that carry Marin bikes in stock. Marin also allows the consumer to
purchase custom bikes on their website within their “E-bikes” section. It also should be said that Marin
bikes is a global bike store that sells internationally all across the globe.
Why Commuters are the Perfect Target for Marin Bikes
Thanks to Ryan’s article, it has been stated that Marin bikes, more specifically the Fairfax 1, has
the features and hybrid bikes that commuters need. Marin bikes overall offers a wide range of bike
styles and frames that are affordable for the bike category they are in. They also make their products
available to a number of bike stores, especially with the helpful use of their dealer locator function
within their website. Marin bike features that the Fairfax 1 offers include puncture resistant tires as well
as a lightweight bike frame that are critical components for a bicycle commuter. Other features consist
of a true seven speed cassette, a geometry with a seat tube at a low point that increases the bikes
responsiveness, as well as chainstays that are flattened to increase the stiffness for greater pedaling
power (3). All features and many more that line with the wants and needs of the everyday commuter.

8. As stated earlier, the highest number of those who commute with bicycles are from Davis, CA,
fifteen miles away from Sacramento, CA where approximately seven bike dealers are located that house
Marin bikes. With easy accessibility to their products, a large array of different models and types of
bikes, as well as features specifically needed for those who commute via bicycle, Marin bikes is the bike
distributor that is perfect for the Sacramento, CA area. Marin bikes began their legacy in the state of
California in 1986, and for the last 34 years Marin has done nothing but make well crafted, affordable
bikes. The company continues to support the state of California and the environment they are in with
not just their advocacies, but also by the bike names. It’s not a coincidence that Fairfax is the name of a
city in California.
Media Plan Recommendations
The media choices for the Marin Bikes advertisement consist of magazine ads, radio ads, and
Google keyword advertisements. The advertisements will take place over the course of the three
months of March, April, and May. For magazines, they will be advertised in both Bicycling Magazine and
the Sacramento Magazine during the previously stated months. In regards to radio, the advertisements
will be released on both KSFM-FM and KHHM-FM, which consist of the Rhythmic Contemporary Hit
Radio (Rhythmic CHR) format. For the Google keyword ads, there are 21 keywords chosen that are
broken into 4 different groups. The first group consists of the practical searches regarding bike shops
and repairs, the second group narrowing down to the category of hybrid bikes, following with the third
group that focuses on commuters and commuter biking, with the last group that is a mix matched group
of various demographic and psychographic specific keywords. All broken down to a total of $76,660 for
the magazine advertisements, with an average CPM of $58.24. For radio advertisements, the total is
$92,904 with the average CPM being $9.55. Lastly, for the Google keywords it comes to $49,809 in total

9. with the average CPM of $1,370. Overall a total of $219,373 spent on advertising for Marin Bikes,
rounding to a total average CPM of $34, not including Google keywords.
Media Buy Overview
Media Vehicle No. of Ads Total Cost CPM
Magazines
Bicycling Magazine 2 $ 70,660 $ 41.56
Sacramento 3 $ 6,000 $ 74.92
Magazine Totals/Avg 5 $ 76,660 $ 58.24
Radio
KSFM - FM 60 $ 45,864 $ 9.55
KHHM - FM 120 $ 47,040 $ 9.55
All Radio Totals/Avg 180 $ 92,904 $ 9.55
Google Ads No. of Clicks
Google Totals/Avg 33300 $ 49,809 $ 1,370
TOTAL / AVERAGES $ 219,373 $ 34
Magazine Recommendations
Magazine Name: Sacramento Magazine
Audience Alignment
Sacramento Magazine has a sufficient average readership with 80,081 readers per issue. With
an average of 207,057 readers for a period of 6 months. Sacramento Magazine describes their
demographics as both men and women, but mostly women (62% to be exact), with an age range from
24-54. A little over half of these readers are above the age of 50. The reader’s mean household income
is about $94,632, with half of these incomes being over $100,000. Although Sacramento Magazine has a
respectable amount of readers per issue, their demographics don’t line up very well with my target
demographics. As a recap, my target market for commuters in the Sacramento area is both men and

10. woman, with an age range between 22 to 35, and a household income of $25,000 to $72,000. There are
only two real demographic characteristics that line up with my chosen target market: A target market
consisting of both men and woman, and the age range. Even then there really isn’t a strong parallel
because the Sacramento Magazine readers has a majority over the age of 50, which isn’t even in my
target range. It isn’t even really fair to compare the household income because my target is $20,000
lower than Sacramento Magazine’s median household income. While the demographics don’t
completely line up, there are some that connect between the two target markets, but it’s really the
psychographic details that help make Sacramento Magazine a strong case for advertising in.
Sacramento Magazine characterizes their readers as being sophisticated, educated,
professional, and active. These descriptors relate to my target audience’s in a few different ways. My
target psychographic summary includes individuals who are commuters having a strong desire to stay
healthy and care for the environment, as well as being a bicyclist for their commute. A commuter is
someone who travels some distance to a professional workplace. With this definition in mind, my
commuters are educated in the workforce they are in and need to be active since they are wanting to
bike to their jobs. Sacramento Magazine also reports that they encourage Sacramentians to “discover
and engage in our city”. This is the definition of my target Sacramento commuters as they are biking
throughout the city and being engrossed in the environment. One last detail to note is that a lot of
Sacramento Magazine’s media kit editorial calendar brings up Health and Travel throughout the year.
This is the most important correlation between Sacramento Magazine and my target audience as I am
reaching out to not only those who travel for a commute, but also to the individuals who are wanting to
have a healthier lifestyle. Although Sacramento Magazine has a strong idea of the type of reader they
target, the magazine is not focused on a single topic or interest, but focuses on the Sacramento lifestyle.
This doesn’t necessarily fit perfectly with my target audience because my focus is narrowed down more

11. for a commuter lifestyle who likes to bike and maintain a healthy lifestyle. Regardless, I am reaching out
to the Sacramento commuters specifically, because of Sacramento Magazine’s niche marketing.
Editorial Content / Issue Content: March, April, May
The Sacramento Magazine media kit does not do a good job at describing their editorial
magazine. They really only supply the type of advertising sections they offer which is also very specific. It
was mainly because of Bicycling that I choose the months March, April, and May as the months for
advertising. Regardless, Sacramento Magazine editorials gives a brief description for the chosen months.
For March their editorial is lifestyle fashion, for April it is dining/food/drink photo essay, and for May it is
recreation photo essay.
Ad Size and Position:
The ad size and position that I chose was a 1/2 page ad that is inside the magazine. I chose the
ad size as a half page because it was a reasonable rate when given a reduced cost for 3 advertisements.
Another reason was because my target audience are the individuals in the Sacramento area and since
Sacramento Magazine caters to those living in the Sacramento area it is important to have a decent
sized ad that can be well seen. The ad would be adjacent to content related to health benefits and those
wishing to improve their lifestyles. This is because of my target audience wanting to improve upon their
health by riding a bicycle and by having an advertisement adjacent to a healthy lifestyle section would
help showcase to people the health benefits of riding a bicycle.
Ad Cost:
The cost per ad is $2,000, which would leave the total cost for the 3 months to be $6,000
Media Type Benefits:

12. Media benefits that are included when using a magazine to advertise is the advantage of
reaching to a small group of people. Applying your ad to a niche audience is a perfect way to market to
just your target audience. Magazines are also a great way to bring together people who have interests in
common as well as maintain a long shelf life. They can increase reader involvement as the consumer
needs to spend money and subscribe to the magazine subscription in order to receive the magazine.
Overall, there are great opportunities for advertisements to be creative as well as being printed on good
paper.
Sacramento Magazine has some specific benefits as well that consists with the target audience
being those who live in Sacramento, CA. Sacramento Magazine also is a very broad but narrowed down
magazine that contains a large number of topics and issues all dedicated to a niche market. Some of
these topics include health, lifestyles, and traveling which are the types of subject matter that would
best suit my target audience who are wanting to maintain a healthy lifestyle.
Magazine Name: Bicycling
Audience Alignment
Bicycling reports as being the world’s leading cycling media brand with a total audience of 4
million. Their magazine readers are a third of that total with 1.7 million readers. Their total magazine
audience is broken down based off of the 1.7 million readers (out of the percentage of %117). Bicycling
has both men and women readers, with a majority being males (68.6/117%). With an age range from 25
– 54, with a majority being in the above 35-54. Their median household income is $85,820 with the
majority being in the $75,000+ bracket (56.1%) and the rest being in the $100,000+ bracket (42%). As far
as demographic details go, it is very limited within the media kit, but there are definitely correlations

13. when discussing my target audience. My target consist of both male and females who are in the age
range of 22-35, both details are represented with Bicycling’s demographics.
It is really in the psychographic factors that make Bicycling stand out. As a recap, my target
psychographic summary consists of commuters with a 30 minute ride to work who ride their bikes to
work and want to maintain a healthy lifestyle and good environmental footprint. As mentioned earlier,
Bicycling states they are the world’s leading cycling media brand. A direct connection to my commuters
who choose to use bicycles when commuting to work. Bicycling also describes their mission as
“empowering people to improve their lives through sharing the unmatched joy or riding a bike”. My
target audience definitely enjoys to ride a bike, because they wouldn’t ride to work unless otherwise,
and also my targets are looking to improve their lives. It is even present in Bicycling’s editorial calendar
that they have an issue dedicated to training, fitness, and nutrition to improve a cyclist’s lifestyle. Their
editorial calendars also suggests a strong interests in choosing the right bike for the right rider. Having
issues discussing the best bikes of the year and the best cycling products for everyday cyclists. My target
audience can relate to these issues because they have an idea of the type of bike they want when
commuting. With Bicycling being a strict cycling magazine, they really focus in on the world of bicycles
and the ways cycling can improve one’s lifestyle. Although Bicycling is a nationwide magazine brand, not
strictly focused on the city of Sacramento per say, they offer a number of other benefits and bicycling
entertainment that fits right in my target audiences interests
Editorial Content / Issue Content: March, April, May
It was because of Bicycling’s editorial calendar that allowed me to specifically choose the three
months for my advertising. They provide greater detail and insight to their issues that gives the
advertiser a greater idea of when to place an ad. Bicycling also does their magazine issues a little
differently by having two months in one issue instead of a single month and a single issue. March’s

14. description is titled Body by Bike. It goes into detail by discussing the ways to train and improve a rider’s
performance on a bike. Having specific topics of fitness, training, and nutrition are three ways anyone
can improve their healthy lifestyle with. This is a perfect issue for my target audience who is wanting to
better improve their overall health while commuting to work with a bicycle. For the months that follow,
April and May, the issue is titled: Best Bikes of the Year Awards. An issue dedicated to the best bikes in
every discipline and price level. My target audience is specifically looking for the bicycle that is best for
them and placing and advertisement directly in this issue is the perfect way to give them what they want
with my advertisement.
Ad Size and Position:
The chosen ad size is a 1/2 page and the position is inside the magazine. A 1/2 page is a great ad
size as it is large enough to stand out on its own and will be able to catch a readers eye when glancing
through the magazine. The ad would be adjacent to the issues discussing health benefits of bicycles and
ways to maintain a healthy lifestyle, as well as in the specific issue of the best bikes of the year. Having
an advertisement placed in the issues that showcase and talk about the best bicycles picked by the
magazine would be excellent placement for an advertisement that is marketed to commuters and
bicyclists who know what kinds of bikes they are wanting.
Ad Cost:
The cost of the 1/2 page ad is $35,330, the total cost being $70,660 for the 3 months the ad will
be placed.
Media Type Benefits:

15. Media benefits that are included when using a Magazine to advertise is the advantage of
reaching to a small group of people. Applying your ad to a niche audience is a perfect way to market to
just your target audience. Magazines are also a great way to bring together people who have interests in
common as well as maintain a long shelf life. They can increase reader involvement as the consumer
needs to spend money and subscribe to the magazine subscription in order to receive the magazine.
Overall, there are great opportunities for advertisements to be creative as well as being printed on good
paper.
Bicycling also has specific benefits that consist with being a magazine dedicated to bicycles and
cyclists. This specific niche advertising is ideal for my target audience being a commuter who chooses to
ride a bicycle to work and wants to improve their health by using the bicycle. With issues discussing
ways to maintain and train a lifestyle while biking and showcasing the best bikes of the year, it’s clear
that Bicycling’s main benefit is being a magazine dedicated to such a specific group of people.
Magazine Placements
Magazine Name Cost per ad Ad size Ad position
Number of
insertions
Total
Campaign
cost
Circulation
(000)
Pass-along
rate
Total
Audience
(000) CPM
Bicycling Magazine $ 35,330 1/2 Page
Inside, Adjacent
to x content 2 $ 70,660 296 4.64 1700 $ 41.56
Sacramento $ 2,000 1/2 page
Inside, Adjacent
to x content 3 $ 6,000 31 2.6 80 $ 74.92
Magazine Totals/Avg. $ 18,665 5 $ 76,660 1780 $ 58.24
Radio Recommendations

16. Format
After going through each radio format on Katz Radio Group website. I narrowed down the top
three radio formats for my target audience to be Alternative/Modern Rock, Urban Contemporary, and
Rhythmic Contemporary Hit Radio (CHR). I chose Rhythmic CHR as the format to be used based off of my
demographic target audience. Rhythmic CHR is a mix of pop contemporary hit radio, urban, and dance
music. My demographic target audience consists of both males and females between the ages of 22 –
35. According to Kats Radio Group, the median age of Rhythmic CHR is 28 and the highest percentage of
audiences who listen to the format is the 25-34 age range with 27.4%. The next highest age range is
those 18 – 24 with 23%, which is an added benefit because it is the second closest to my target
audience. Although there is a slightly more female audience with 52.10% when compared to the male
47.9%. Since the audience composition of male and female is close to being even, and the highest
percentage of the Rhythmic CHR format is those in the age range of 25-34, the format is the most ideal
radio choice for my target audience based off their demographics. What also benefits from choosing this
format is that there are two radio stations within the Sacramento area that produce this format, the
other options I narrowed down with couldn’t produce more than one station.

17. Days and Daypart
The advertisements for each radio station chosen will be different. For KSFM-FM, the radio
advertisements will be played during the day between 10am-3pm on Saturday and Sunday. KSFM-FM
has a larger number of listeners, almost twice as much when compared to KHHM-FM. With this in mind,
KSFM-FM cost per ad is higher in price to be used for a typical three month radio campaign. The option
that would provide the best use of funds as well as reaching out to the target audience is having the
advertisements be in “bursts” every other weekend during the three month campaign. With the
advertisement being played during the day, it is likely that the target audience would be at home or at
work doing various tasks while having the radio playing. This provides an added benefit as those
listeners will either subconsciously or be fully listening to the radio and what it has to say. While being

18. on the weekend, the target audience would have more freedom during the day than they would on a
typical work day, allowing them to listen to the radio advertisement and either go out and get the better
bike, being the Marin Fairfax 1, or they would go out and buy a bike in order to begin biking more in
order to create a better lifestyle for themselves. The target audience is typically going to want to work
on themselves and their health more often on a weekend with the extra time, than on a work day, due
to their busy days during the week. The bursts of advertisements would allow for the target audience to
listen heavily every other weekend to give them enough time in between a chance to go out a purchase
a bike.
For KHHM-FM, the radio advertisements will be played on Mondays and Fridays during the day
between 10am-3pm. KHHM-FM has a smaller number of listeners when compared to KSFM-FM meaning
their cost per ads are a lot cheaper. With cost being cheaper, KHHM-FM would be able to play twice as
many ads at around the same price when compared to KSFM-FM. KHHM-FM would play the radio
advertisements during the day on Mondays and Fridays because those days mark the beginning and the
end of the week. If the target audience were to be listening to the radio while they work or if they are at
home or even driving in their vehicle, they are more likely to be attentive to the radio on these days.
Since Monday is the beginning of the week, to many it acts as a “fresh start” to their work week. The
target audience would want to use this fresh start to begin their weekly workouts or want to better
themselves throughout the week. Monday also is the beginning of their morning commutes to work that
they just finished going through once they have made it to work during that day. Fridays provide a
similar reasoning as they act as the “end” of their work week. After a long week of working, the target
audience would want to spend much of their Friday during the day attempting to settle their weekend
jitters by listening to the radio. Once that Friday work day officially ends, the target audience has to
regretfully go through the afternoon commute, leaving them anxious and extremely ready to go home.

19. Since these two days are pivotal in a work week, having the target audience listening to the
radio advertisement during the day would allow them to fully comprehend the advertisements without
any distractions from a morning and afternoon commute. It would also persuade the audiences to either
begin biking to work or to go out and purchase a new bike in order to not go through their commute and
having to go through the headache in a vehicle.
Ultimately having the radio advertisements during the days on both Mondays and Fridays helps
to persuade those working and having to commute to their jobsites a new opportunity to get through
the day and their commute. It also allows those who are already biking a chance to stop and listen to the
radio for the chance to go out and purchase the Marin Fairfax 1, a better bike that would help to
increase their overall health and their workday commute.
Insertions
Since the two different stations will be playing radio advertisements at different times, they will
have a different number of insertions. For KSFM-FM, they will be playing radio advertisements every
other weekend during the three month campaign for a total of 6 weeks. With only two days in the
weekend, Saturday and Sunday, KSFM-FM will play the radio advertisement once every hour during the
day. A total of 5 advertisements played during the day. Leaving the total number of insertions to be 60
advertisements for the three month campaign. Due to KSFM-FM’s higher ratings, their cost per ad is a
lot larger when compared to KHHM-FM. With this in mind, in order to provide the best use of funds as
well as insertions, having the KSFM-FM play the radio advertisements every other weekend in bursts is
the best and most effective way to get the advertisement to the target audience when using KSFM-FM.
For KHHM-FM, they will be playing radio advertisements every Monday and Friday during the
day of the three month campaign. Playing one advertisement every hour for 5 hours, leaving a total of 5
advertisements per day. KHHM-FM would have a total of 120 insertions for the three month campaign.

20. KHHM-FM is a lot cheaper when compared to KSFM-FM, allowing for more insertions to be played. With
the extra number of insertions, KHHM-FM would be best used two days during the work week in order
to advertise at the best times for the target audience while also choosing the most effective use of
funds.
KSFM-FM KHHM-FM
Daypart Day Daypart Day
Hours Per Daypart 5 Hours Per Daypart 5
Number of Ads per Hour 1 Number of Ads per Hour 1
Total No. Ads per Day 5 Total No. Ads per Day 5
Days per Week ad Runs 2 Days per Week ad Runs 2
No. of Weeks in
Campaign 6
No. of Weeks in
Campaign 12
Total No. of Ad Days 12 Total No. of Ad Days 24
Total No. of Insertions 60 Total No. of Insertions 120
Station No.1
Name/Call Letters of station, and its format
KSFM-FM is the first station chosen for Rhythmic Contemporary Hit Radio.
Reason:
KSFM-FM was chosen based off of its radio format, Rhythmic Contemporary Hit Radio, which is
the most ideal format for my target audience based off of their demographics. KSFM-FM has a 3.9 rating
for the month of March 2020, which is about 80,000 listeners. A respectable number of listeners per
month when compared to the other stations with the same format within the Sacramento area.

21. Cost per ad
The cost per radio advertisement during the day at KSFM-FM would be $764.40. After a total of
60 insertions over the course of the three month campaign, the total cost would be $45,864 for all the
insertions played at KSFM-FM.
Station No.2
Name/Call Letters of station, and its format
KHHM-FM is the second station chosen for Rhythmic Contemporary Hit Radio.
Reason:
KHHM-FM was chosen based off its radio format as well, which is the same Rhythmic
Contemporary Hit Radio that is most ideal for my target audience. KHHM-FM has the rating of 2.0 for
the month of March 2020, which is about 41,000 listeners. Although the number of listeners is almost
half of what KSFM-FM produces, KHHM-FM still works for my target audience with not only its format,
but also due to its radio broadcast being within the Sacramento area.
Cost per ad
The cost per radio advertisement during the day at KHHM-FM is $392. After a total of 120
insertions during the three month campaign, the cost would be totaled at $47,040 for the total number
of insertions played at KHHM-FM.

22. Google Keyword Recommendations
Keyword List
• Bike Store Sacramento
• Bike Shops in Sacramento
• Bike repair Sacramento
• Hybrid Bicycle
• Best hybrid bikes
• Womens hybrid bike
• Mens hybrid bike
• Hybrid bikes for sale
• Commuter bike
• Commuter bicycle
• Best commuter bike
• Bike commuting
• Bicycle for commuting
• Bike routes
• Commuting routes
• Healthy lifestyles
Radio Station Format Daypart Rating Rating (%)
Persons 12+
in Market
Listeners of
Station
(000)
Cost Per
Point
(CPP)
Cost
per :60
ad
No. of
Insertions Total Cost
CPM
(Listeners)
KSFM - FM Rhythmic CHR Day 3.9 3.9% 2,052,500 80 196 $764.40 60 $ 45,864 $ 9.55
KHHM - FM Rhythmic CHR Day 2 2.0% 2,052,500 41 196 $392.00 120 $ 47,040 $ 9.55
All Radio Totals/AVG 2.95 121 392 $578.20 180 $ 92,904 $ 9.55
Other Radio Options explored but not used
KSFM - FM Rhythmic CHR AM 3.9 3.9% 2,052,500 80 228 $889.20 48 $ 42,682 $ 11.11
PM 3.9 3.9% 2,052,500 80 231 $900.90 48 $ 43,243 $ 11.25
KHHM - FM Rhythmic CHR AM 2 2.0% 2,052,500 41 228 $456.00 96 $ 43,776 $ 11.11
PM 2 2.0% 2,052,500 41 231 $462.00 96 $ 44,352 $ 11.25

23. • Fitness bike
• Bicycle workout
• Bicycle and health
• Environmentally friendly bike
• Marin bikes.
Rationale
When choosing the keywords for the Google advertisements, I wanted to stick closely with my
target audience and pick keywords they would have typed out when using Google’s search engine.
Above, I have categorized the 21 different keywords into relating groups. The first group is a very
general list of keywords that were chosen on the idea the target audience would first began looking for
a bike to purchase. It’s a common theme for consumers to go to a bike shop or a store that sells bikes in
order to pick out their bike, that way they can see it for themselves and test it out in person. What
would be great is to have the advertisement placed in this keyword category for that very reason. It acts
as the first bike option for people who are in search of a bike to purchase, it also helps to show the
affordability and sustainability of the Fairfax 1 when the consumer is looking to repair their bike or
perhaps get a new one.
The second group chosen lines up perfectly with my psychographic and demographic target
market. With the target audience including both men and women, I also know that they would want a
hybrid bike for their commute. After all the research that was compiled, it is clear that those who want a
sustainable bike for their commute would need a hybrid bike. Since the Fairfax 1 is a unisex bike, it is
perfect to have both “men and women’s hybrid bike” keywords. The stigma is that there is a special type
of bike for men and a special type of bike for women, but not with the Fairfax 1. Having the keywords
“best hybrid bikes” also plays a crucial role in the keyword advertisements as Fairfax 1 was determined
the best out of all the bikes the Wire had researched. What also should be said is that the target

24. audience would know a thing or two about hybrid bikes, allowing them to be exposed to the Fairfax 1
helps to put the bike in their line of sight long enough to understand why the bike is the best for them.
The third option continues with the psychographic target audience and that it is catered to
commuters who are already commuting or who want to begin commuting. Fairfax 1 is labeled as a
hybrid bike, meaning that there are a lot of options for the bike and commuting is a popular role for the
bike. Someone who wants to begin commuting to work with a bicycle would definitely be in search of
the best bike for commuting. Someone who is already commuting but would want to upgrade or get a
better performing bike would also be in search of the “best commuting bike” for their journey. After all
this research on a commuting bike, the target audience is bound to search the best “commuting routes”
for their area. The commuting route keyword could also be searched by a consumer who is wanting to
begin commuting but doesn’t know the suggested routes or bike lanes, after conducting their search
they can easily be exposed to the Fairfax 1.
The fourth option is a conglomerate of specific psychographic details found in the target
audience. The target audience in this case would want to create or maintain a healthy lifestyle, perhaps
even purchasing a bike in order to start that healthy lifestyle. Another detail regarding the target
audience is that they would also want to reduce their carbon footprint. A bike is a great way to begin
reducing a carbon footprint and helping to create a more sustainable environment. That’s where the
“environmentally friendly bike” keyword comes to play as it showcases not only Fairfax 1’s
sustainability, but it also introduces the consumer to the social responsible bike manufacturer: Marin
bikes. Which also brings up a good point, for those who are in the Sacramento area, it is a safe
assumption that they would know or have at least heard the name “Marin Bikes” because of their story
and origin. It would be irresponsible not to put the keyword “Marin bikes” into this list because Fairfax 1
is by far their best hybrid commuting bike, but it is also one of the most affordable bikes.

25. Cost Analysis
The most expensive keyword is “bike repair Sacramento” with a total cost of $8,580 with a CPM
of $2,860. The least expensive keyword is a draw between “bicycle and health”, “commuting routes”,
and “environmentally friendly bike” with total cost’s being $15 and a CPM of $50. The “bike repair
Sacramento” keyword is the most expensive because the general keyword “bike repair” is a common
phrased used by many bicyclists looking for a shop to fix their bikes. Since the Designated Market Area
(DMA) is strictly Sacramento, it makes the keyword “bike repair Sacramento” a hot keyword because of
the strict location and common bike repair search. “Bike repair Sacramento” could be considered the
most expensive because while there are bikes being rode around, there will always be a need for a bike
repair shop in order to fix the bicycles. “Bicycle and Health”, “Commuting routes”, and “environmentally
friendly bike” are all the least expensive because they are the most specific keywords within the list.
Each keyword is specific to a different psychographic detail for the target audience. They are all $.05
each because there was no other listed bid, which is the main reason they are so inexpensive. These
least expensive keywords however, are some of the most ideal within my list because of how specific
and target oriented they are. Even though they don’t share a lot of monthly searches (less than 100),
they still have enough traffic to be considered for the list.

26. CPM Analysis
CPM Definition
CPM stands for the “cost per mille” or rather the cost per thousand. Thousand as in for every
1000 people who are exposed to the advertisement. CPM is used in media because advertisers aren’t
buying ads, they’re buying people. CPM is able to show the value of advertisements, demonstrating the
“best bank for the buck” for the advertisers. Other ways of understanding CPM is instead of looking at
how much it costs, look at the target audience in numbers. Seeing what the cost to reach each person is.
CPM is a general definition that is used in all different media vehicles. Each are evaluated similarly but in
their own unique. Magazines tend to have a higher CPM rate because the number of people who
subscribe to magazines is large for the magazine but generally small in the large picture. But magazines
also have the added benefit of their audience purposefully subscribing to the publication because they
Keywords/Key phrases
Cost per
Click (CPC)
Total Clicks
per Month
Number of
Months
Total
Clicks Total Cost CPM (CPC)
Bike Store Sacramento $ 1.27 1000 3 3000 $ 3,810 $ 1,270
Bike Shops in Sacramento $ 1.88 1000 3 3000 $ 5,640 $ 1,880
Bike repair Sacramento $ 2.86 1000 3 3000 $ 8,580 $ 2,860
Hybrid Bicycle $ 1.23 1000 3 3000 $ 3,690 $ 1,230
Best hybrid bikes $ 0.59 100 3 300 $ 177 $ 590
Womens hybrid bike $ 1.09 1000 3 3000 $ 3,270 $ 1,090
Mens hybrid bike $ 1.09 1000 3 3000 $ 3,270 $ 1,090
Hybrid bikes for sale $ 0.83 100 3 300 $ 249 $ 830
Commuter bike $ 1.04 1000 3 3000 $ 3,120 $ 1,040
Commuter bicycle $ 1.15 100 3 300 $ 345 $ 1,150
Bike routes $ 2.00 100 3 300 $ 600 $ 2,000
healthy lifestyles $ 1.30 1000 3 3000 $ 3,900 $ 1,300
Best commuter bike $ 1.04 100 3 300 $ 312 $ 1,040
bike commuting $ 1.04 1000 3 3000 $ 3,120 $ 1,040
fitness bike $ 3.23 100 3 300 $ 969 $ 3,230
bicycle workout $ 3.39 100 3 300 $ 1,017 $ 3,390
Marin bikes $ 2.45 1000 3 3000 $ 7,350 $ 2,450
Bicycle for Commuting $ 1.15 100 3 300 $ 345 $ 1,150
bicycle and health $ 0.05 100 3 300 $ 15 $ 50
Commuting routes $ 0.05 100 3 300 $ 15 $ 50
Environmentally friendly bike $ 0.05 100 3 300 $ 15 $ 50
Google Totals/Avg $ 1.37 11100 33300 $ 49,809 $ 1,370

27. are interested in the content. Creating a more inclusive CPM rate rather than a large number of outliers.
Radio typically has a lower cost CPM rate because their numbers are based off ratings. Unless a radio is
the number one hit in their city, Radio ratings tend to be on the low side. Radio is also a much more
used media vehicle as it can be played through various devices and stations. Allowing for a lot broader
range of coverage for the advertisement that is cheaper in cost because of how many thousands of
people listen to the radio.
Google ads have the most expensive but also the most practical CPM rate, thanks to its ideal
time place circumstance. Google ad’s rate their CPM based on a bid placed by the advertiser and the
number of clicks per keyword the advertiser purchases. The CPM rate is so high because each click is the
bid price for a keyword advertisement for every time someone clicks the ad. Times that over 1000 clicks
and it shows how expensive buying google advertisements can become.
CPM Comparisons
• Sacramento Magazine: $74.92
• Bicycling Magazine: $41.56
• KSFM-FM: $9.55
• KHHM-FM: $9.55
• Google Search Ads: $1,370
CPM Analysis
The highest CPM is definitely the Google search ads. They are high because the advertiser must
pay Google for every ad they purchase. Although these ads are somewhat cheap individually, they begin
to add up rather quickly. After purchasing ads for every 1000 clicks, the CPM rates jump very high
because of how specific the target audience can become. They can also get very high based on the
traffic for that keyword or key phrase.
Magazine advertisements are the middle ground CPM’s. Magazine CPM’s are unique in that they
are higher than radio because they do not create as large of a target audience, but they a more

28. narrowed down target audience because magazines are subscription based. Allowing a chance to take
out the outliers and create a more unified target audience.
The CPM’s that are the lowest are the radio advertisements. Because radio is a much more
widely used media vehicle, it creates a larger number of the target audience. Radio advertisement
CPM’s are based on the radio station’s ratings and if that radio station doesn’t have the same traffic as
the best station in that area, the CPM’s are going to look a lot more affordable.
Over all, the Google search ads provide the best “bank for the buck” because of their perfect
time place circumstance. Google search ads offer the advertiser the perfect way to reach out to the
target audience in the most specific and ideal place. Giving advertisers the option of purchasing ads for
keywords helps to create a more ideal way of spending their money.
Final Media Planning Thoughts
I never imagined I would have enjoyed this assignment the way I did when it was first
introduced. At the time it seems more threatening because of the amount of work involved. Being
broken into various sections really helped completing each piece separately rather than all at once. I
also found myself relishing in the research portions of the assignment. Creating a target audience,
looking at magazine media kits, discovering various radio stations, being introduce to Google ads, each
section just as exciting as the last. The feedback on all the papers were also very fruitful and fulfilling, it
made it easier to keep going and feeling like I was on the right track. Overall, one of my favorite
assignments so far, and an excellent addition to my portfolio.

29. Bibliography
(1 Marin Bikes. The Marin Story, https://www.marinbikes.com/the-marin-story. Accessed 23 Mar.
2020.
(2 Marin Bikes. Organizations We Support, https://www.marinbikes.com/advocacy. Accessed 23 Mar.
2020.
(3 Ryan, Christine. “The Best Hybrid Bike.” Wirecutter, 7 May 2019,
https://thewirecutter.com/reviews/best-hybrid-commuter-bike/. Accessed 23 Mar. 2020.
(4 Balton, Jeff. “Bike Statistics and Facts For 2020.” Bicycle Guider, 21 Feb 2019, https://www.bicycle-
guider.com/bike-facts-stats/. Accessed 24 Mar 2020.
(5 Burrows, Michael. “May 17 is National Bike to Work Day.” United States Census Bureau, 14 May 2019,
https://www.census.gov/library/stories/2019/05/younger-workers-in-cities-more-likely-to-bike-to-
work.html. Accessed 24 Mar. 2020.
(6 Cortright, Joe. “Who Bikes?” City Commentary, 28 May 2019, http://cityobservatory.org/who-bikes/.
Accessed 24 Mar. 2020.
Public Google Document