Media Plan Assignment

Amber Imperiale
Fleet Feet San Diego and Competitive Runners
Introduction
Target’s Psychographic Summary
• Strong desire to run
• Run to stay in shape
• Runners who have been running for 11+ years
• Enjoy half-marathons
Target’s Demographic Summary
• Gender: Male and Female
• Marital/Family Status: Married
• Age Range: 38-45
• HH Income: $75,000 or more
Target’s Geographic Location: San Diego, CA
This report explains each of my media placement choices for magazine, radio and
google ads and how I came to the conclusions regarding those choices. The spreadsheets detail
specific media choices, their costs, their CPM and other pertinent information.
Fleet Feet San Diego is a specialty footwear store for runners, walkers, and fitness
enthusiasts. They offer things such as apparel, therapy products, educational resources and
training opportunities which makes this shoe store stand out from their competitors.
(Bloomberg)

Amber Imperiale
Media Plan for Fleet Feet
Prepared by A. Imperiale
11/22/2018
Media Buy Overview
Media Vehicle No. of Ads Total Cost CPM
Magazines
San Diego Magazine 3 $ 38,610 $ 54.13
San Diego Health 3 $ 8,400 $ 10.18
Trail Runner 3 $ 15,645 $ 21.93
Magazine Totals/Avg 9 $ 62,655 $ 28.75
Radio
San Diego -- KFKF FM 48 $ 33,965 $ 4.07
San Diego -- KFKF FM 48 $ 25,056 $ 4.07
Kansas City -- KBEQ FM 48 $ 32,851 $ 4.07
All Radio Totals/AVG 144 $ 91,872 $ 4.07
Google Ads No. of clicks
Google Totals/Avg 30,000 $ 65,820 $ 2,194
TOTAL / AVERAGES $ 220,347 $ 16.41 *
(total) (total) (avg)
*Excluding Google Ads.
Target Audience: Competitive Runners in San Diego
• Psychographic Elements of Competitive Runners – The primary motivation for serious
runners to start running is exercise. Staying in shape and staying healthy are a big
reasons serious runners continue to run. The majority of serious runners have been
running for 11+ years. These runners will run more than 4 hours a week and run all year
around averaging 20-30 miles. In San Diego, 35% or more of the adult population has
gone for a jog in the past year. (Insights) The favorite race distance is a half-marathon
which is why the half-marathon is the fastest growing distance in the U.S. since 2003.
(Runner Guru) Self-reported running related injuries athletes experienced blisters as the
number one injury and knee injuries as the second most common injury. Runners
typically buy 3 pairs of running shoes within a year. When choosing a new pair of

Amber Imperiale
running shoes 92% of runners said that the main criteria is fit and comfort. (Criteria
Influencing)
• Demographic Elements of Competitive Runners – In the Nielsen’s report, 26% of U.S.
adults have gone running or jogging in the past year, which is a large chunk of the
population that runs. (Insights) According to the National Runner Survey with a total of
11,264 runner’s responses, 53% of those runners were female and 47% were male. I
chose the target audience to be for both genders because of the number of male and
females that run are so close in percentage is essentially split in half. (Runner Guru)
Running Guru’s “Runner Demographics” shows that 60% of runners are married. This
suggests that the majority of competitive runners are married. The average age of core
female runners is 38.6 and for men is it 44.8. So the age range for these core runners is
between 38-45 years old. For women, 69% earn a household income of $75,000+ and
for men household income of $75,000 or more increases to 76.4%. This shows that most
serious competitive runners earn a household income of $75,000 or more and can
afford premium running shoes. (Runner Guru) However, people who have gone running
in the past year are also more likely to be employed, have a college degree and fall into
higher income brackets than non-runners. (Insights)
• Geographic Target: San Diego, CA - San Diego, CA is the geographic target because that
is where the store is located. According to the San Diego Union-Tribune, San Diego is
ranked as America’s #1 most “pleasant” place with 261 "pleasant" days, which is defined
as having an average temperature between 55 to 75 degrees with a minimum
temperature above 45 degrees and no significant rain or snow. (Showley) According to
Running Guru’s Demographics, core runners run or jog an average of 224 days of the
year. (Runner Guru) This highlights that the weather in San Diego is perfect for
competitive runners in the San Diego area all year round. A large part of what Fleet Feet
has to offer is their services. Their products are also available online however, these
services require you to come into the store so it is important to be local.
Fleet Feet San Diego Company Profile
• Purpose, Mission and History - Fleet Feet’s purpose is to provide the best possible
experience for their customers mode of exercise and to improve the quality of life for
their community. Fleet Feet stands out from other sporting equipment stores because
they make the selection process personal and individualized for each customer. By
assessing the customer’s feet, measuring them and performing a gait analysis their staff
helps guide local customers to the right products. The company Fleet Feet was founded
in 1976 by two women, Sally Edwards and Elizabeth Jansen age 28. They decided to
open a running store in the poorest neighborhood there was in downtown Sacramento.
This lead to the first marathon, fun runs, and first triathlons for Sacramento.

Amber Imperiale
• Products – The line of products offered include running shoes, tops (tanks, hoodies, and
vests), bottoms (shorts, tights, capris) and accessories (socks, sports bras, sunglasses).
However shoes is their main focus, offering over 17 different brands such as Adidas,
Brooks, New Balance, Nike, and Under Armor. They also have 14 different shoe styles
for both men and women which include Cross Country, Stability, Race, Motion Control,
Trail and Walking to name a few. These styles are unique to Fleet Feet because unlike
their competitors such as Dicks Sporting Goods, Fleet Feet focuses on what the shoe can
do for the customer’s foot rather than just the type of shoe. For both men and women’s
shoes, the pricing ranges from $50 to $250. The $50 shoes are typically slides and Nikes
Track spike shoes. The shoes that run at $250 are Nikes Zoom Vaporfly which is
marketed for such a high price because the shoe was worn by the world marathon
record holder. The pricing for their shoes are exactly the same as their competitors
which are Dicks Sporting Goods and Nike. I used their most expensive shoe Nike Zoom
Vaporfly 4% Flyknit to compare.
• Services – The services the company offers are specifically unique to Fleet Feet such as
their 3D feet scanning technology, training programs, and in-store customer
interactions. In an article from Runner’s World, Dave Zimmer, CEO of Fleet Feet Sports
Chicago says, “there are so many different ways a foot can strike the ground.” Most
aches and pains are caused by wearing the wrong shoe. (Runner's World) Fleet Feet
offers a 3D scanning technology called Fit ID which provides customers with a full scan
of their feet. After reviewing the scanned information with their in-store experts they
are able to provide personalized solutions to find custom fit shoes for each customer.
After the visit, customers receive an email of their scan and can reference it on their
next visit to track any changes in their feet. Fleet Feet also hosts a variety of store
promoted events such as a 5k, evening yoga, morning runs and more. Another services
Fleet Feet offers are 4 week training programs. This program Fleet Feet focuses on local
runners but is a part of a national network campaign for all Fleet Feet stores. The
training program is broken up into 4 weeks: Week one is the introduction week where
runners learn their base pace, various types of workouts and common themes of
running. Week two is the “Build and Strength” week where runners begin to increase
their weekly mileage and focus on consistency. Week three is “Sharpen and Lengthen”
week where runners focus on getting confident and perfecting their previous skills
learned in the weeks prior. Lastly week four is recover and race prep, runners rest, plan
their race and stay loose. On the weekdays, their meetups consist of different work outs
such as hills, plyometric and good running form. On the weekdays they work on long
distance and recovery. Fleet Feet also provides a variety of injury prevention tools to
treat most injuries runners face. (Fleet Feet San Diego) All of these services this

Amber Imperiale
company offers makes them stand out from other competitive shoe stores to meet the
needs of serious competitive runners.
Why Competitive Runners are the Perfect Target Audience for Fleet Feet
• Serious competitive runners are an excellent match for Fleet Feet San Diego because it
is a specialty running store that offers a wide variety of services to match what these
runners want. Serious runners want custom fitted shoes that don’t cause them any
injuries or pain while running. (Running USA) Fleet Feet San Diego offers a 3D scanning
process for customers to help find shoes that will fit best for the customer to eliminate
the aches and pains. Serious competitive runners run or train the majority of the year,
Fleet Feet San Diego offers training programs and local events to prepare runners for
what they have been training for.
Media Plan Recommendations
Magazine Recommendations
Magazine Name: San Diego Magazine
• Rationale: This magazine makes sense for an advertisement because according to my
demographic the target audience is in San Diego therefore I recommend a two page spread in
San Diego Magazine. This media type has benefits such as the pass along rate which
means more exposure and that the magazine is a tangible object so it can be looked at
repeatedly.
• Ad Size and Position: I’ve recommended the ad size be a 2 page-spread because it is
within the budget for the ad campaign and this specific magazine reaches more people
than the other two magazines recommended therefore I recommend the ad be bigger in
order to be more impactful.
• Ad Cost: The cost per ad is $12,870 and the total cost for the magazine is $38,610.
• CPM: The CPM for this media vehicle is $54.13. Compared to the other magazine
recommendations which are San Diego Health and Trail Runner, San Diego Magazine
has the highest CPM. San Diego Health has a CPM of $10.18 and Trail Runner a CPM of
$21.93. For all three radio recommendation the CPM is $4.07.
Magazine Name: San Diego Health
• Rationale: This magazine is appropriate is because it is a health magazine and one way
of staying in shape and being healthy is running therefore I believe we will reach our
target audience with San Diego Health magazine. The ad for this magazine is also less
expensive than the San Diego Magazine and fits the target audience more closely.

Amber Imperiale
• Ad Size and Position: I’ve recommended a full page ad for this campaign because it is
the most cost effect for this campaign.
recommendations which are San Diego Magazine and Trail Runner, San Diego Health
has the lowest CPM. I believe this is because a Health magazine is designed to be for a
specific group of people who would read the magazine. San Diego Magazine has a CPM
of $54.13 and Trail Runner a CPM of $21.93. For all three radio recommendation the
CPM is $4.07.
Magazine Name: Trail Runner
• Rationale: This magazine makes since because it is a running magazine and the target
audience is competitive runners. The ad for this magazine is also less expensive than the
San Diego Magazine but more expensive then San Diego Health. This magazine fits the
target audience more closely than the other two.
• Ad Size and Position: I recommend for this as size to be a full page and on the inside of
the magazine. I made these decisions because a full page ad is more noticeable. I chose
for the ad to be on the inside of the magazine because it is more affordable.
recommendations which are San Diego Magazine and San Diego Health, Trail Runner
has the moderate CPM. I believe this is because Trail Runner is a magazine is designed
to be for runners who are passionate about running which is a very specific groups of
people to target. San Diego Magazine has a CPM of $54.13 and San Diego Health a CPM
of $10.18. For all three radio recommendation the CPM is $4.07.

Amber Imperiale
Radio Recommendations
Radio Choices
• Format: I chose the Pop Contemporary Radio, News and Talk Radio and Adult
Contemporary. I chose these stations because according to the Nielsen report these are
the most listened to stations for ages 25-54. (Nielsen) Therefore to reach the target
audience for Fleet Feet I chose this radio station first.
• Days and Daypart: Monday, Wednesday and Friday are the days the radio ad will be
running. I chose this because I wanted to spread the message out throughout the work
week in order to continuously keep the message of the ad in the back of our target
audiences mind and not overwhelm the target audience with an abundance of ads. I
chose to run the ad during the AM because I want to catch the target audience on their
morning run and/or their commute to work.
• Insertions: One ad an hour will run which means hour per day. The total number of
insertions will be 48 over the course of the campaign. I made these choses because
radio is not a high priority for me, the retention rate of remembering a 60 second ad is
not very long so therefore I do not think it is wise to spend a lot of expenses on radio
ads.

Amber Imperiale
Media Plan for Fleet Feet
11/22/2018
Radio Insertion
Worksheet
Chosen daypart AM
Number of hours per daypart 4
Number of ads per hour 1
Total number of ads per day 4
Days per week ad runs 3
Total number of ad days of campaign 12
Total number of insertions for station 48
Station No. 1
• San Diego KHTS-FM
• Reason: I chose this specific station because it is the most popular station for Pop
Contemporary in the San Diego area.
• Cost per Ad: The cost per ad is $707.60. I got this by taking the rating which is 6.1 and
multiplying it by cost per point which is $116.
• CPM: The CPM is $4.07. As for the other radio stations the CPM is also $4.07. For
magazines, the highest CPM is for San Diego Magazine which is $54.13 and the list is San
Diego Health which has a CPM of $10.18.
Station No. 2
• San Diego KOGO-AM
• Reason: I chose this specific station because it is the second most popular station for
News and Talk Radio in the San Diego area. I would have chosen the most popular radio
station for news and talk but it was too expensive for this ad campaign.
• Cost per Ad: The cost per ad is $522. I got this by taking the rating which is 4.5 and
Station No. 3

Amber Imperiale
• San Diego KXSN-FM
• Reason: I chose this specific station because it is the most popular station for Adult
Contemporary in the San Diego area.
• Cost per Ad: The cost per ad is $684.40. I got this by taking the rating which is 5.9 and
Google Keyword Recommendations
• Keyword List: San Diego runs, half marathon, San Diego half marathon, marathon
training plan, marathon training, running trails San Diego, running shoes for women,
half marathon training, 5k San Diego, 5k near me.
• Rationale: I chose the key words surrounding half marathons because that is the
favorite distance race for competitive runners. (Runner Guru) As for the other key words
such as “running shoes for women”, “San Diego runs”, and “running trails San Diego”
those were all suggested while using the Google Ads application on other keywords
people also would likely use when searching about half marathons.
• Most expensive keyword: The most expensive keyword was “marathon training” with
the cost per click being $3.88 for a total of $11,640. The least expensive is “San Diego
runs” with the cost per click being $1.00 with a totaling cost of $3,000. The majority of
keywords are around $2.00. I bought the same amount for all of my keywords because
the total clicks per month did not go must higher than 1,000 clicks.

Amber Imperiale
Media Plan for Fleet
Feet
11/22/2018
Google SERP Ads: Keyword-Based Search
Ads
Keywords/Keyprases
Cost per
Click
(CPC)
Total Clicks
per Month
Number
of Months Total Clicks Total Cost CPM (CPC)
san diego runs
$
1.00 1,000 3 3,000
$
3,000
$
1,000
half marathon
$
2.43 1,000 3 3,000
$
7,290
$
2,430
san diego half marathon
$
2.00 1,000 3 3,000
$
6,000
$
2,000
marathon training plan
$
2.00 1,000 3 3,000
$
6,000
$
2,000
marathon training
$
3.88 1,000 3 3,000
$
11,640
$
3,880
running trails san diego
$
2.00 1,000 3 3,000
$
6,000
$
2,000
running shoes for
women
$
2.00 1,000 3 3,000
$
6,000
$
2,000
half marathon training
$
2.52 1,000 3 3,000
$
7,560
$
2,520
5k san diego
$
2.11 1,000 3 3,000
$
6,330
$
2,110
5k near me
$
2.00 1,000 3 3,000
$
6,000
$
2,000
Google Totals/Avg
$
2.19 10,000 30,000
$
65,820
$
2,194
(avg) (total) (total) (total) (avg)
Strategy Thoughts
• Media Benefits: From this paper, I’ve learned this about the benefits of magazines
versus the benefits of radio and Google ads: Benefits of magazines include the amount
of readership they inquire, the tangibility of their product which then creates a pass
along rate meaning more people reading the magazine. Benefits of radio include the

Amber Imperiale
ability to target your audience at a specific time and place. Google ads allow you to
directly reach a specific audience targeting a specific product.
• Budgeting & CPM: From this paper, I’ve learned this about the cost of ads and the use
of CPM in assessing an ad’s value: The cost of ads can vary for each media type
significantly. The cost of an ad also depends on the positioning of an ad in a media type
and where you put that ad. CPM is key attribute in quickly analyzing how much an ad is
going to cost per thousand people. It also makes it easier to understand how much an
ad is worth rather than looking at extremely small numbers per person.

Amber Imperiale
Works Cited
Bloomberg. Company Overview of Fleet Feet Incorporated. n.d. 22 November 2018.
<https://www.bloomberg.com/research/stocks/private/snapshot.asp?privcapid=183721636>.
Fleet Feet San Diego. FFS - Fleet Feet San Diego. n.d. 22 November 2018.
Insights. Hitting Their Stride: Runners Stand Out Regardless of Whether They're in Motion. 13 April 2018.
22 November 2018.
Nielsen. What People Watch, Listen To and Buy. n.d. 24 November 2018.
Runner Guru. Running Guru Official Site. n.d. 22 Novmeber 2018.
Runner's World. 6 Reasons You Should Shop at Your Local Running Store. 24 July 2018. 2018 22
November.
Running USA. "What Are The Main Criteria When Choosing a Running Shoe for Purchase?". n.d. 22
November 2018.
Showley, Roger. San Diego: No 1. pleasant place in US. 19 December 2014. 22 November 2018.

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