MediaPlanningFinalProject

Media Planning Final Project
Kelly Price
This project will be on Angel Heart Senior Living Community. The facility is
located in Moorhead and is set to open May 1st, 2015. The marketing objectives,
strategies and tactics will occur in April, May, and June. Furthermore, the amount
allocated towards this project is $24,600.00 each month and each condo will be priced
$90,000,00. There will be no special promotions offered. The buyer could negotiate the
price agreement with the realtor/office director.
In addition, within each advertisement, some aspect(s) of the following ten
benefits/advantages will be included.
1. Homeownership in an independent living center
2. Adults only living for active seniors
3. State of the art security enclosure
4. On site private golf course
5. Reasonably prices in the mid $90,000.00s
6. Completely handicap accessible
7. Medical facilities on site
8. Shopping services available
9. Health club
10.Indoor swimming pool
Furthermore, I will define my media purchases for each month:

● Justification for each selected media
● Target audience selection
● Creative requirements
● Placement timing
● Special promotions
● Budget considerations
Finally, this project is due on May 4th, 2015.
April-- Grand Opening
For the month of April, I plan of inquiring on television, radio, billboards, direct
mail, and Facebook. The amount allocated for this month is $24,600.00.
Television
In the month of April, I plan on using television. Within television, I plan on
posting my advertisements within these stations and during the commercials for these
programs. The justification for these mediums are to attract individuals in their late 40s,
50s, 60s and up. The programs, stations and mediums are designed to appeal to the
older and wiser generations. Again the target audiences are late 40s, 50s, 60s and up.
These are design to hit both sexes, but mainly focus on the females.
The placement would be beneficial when my target audience are present, like in
the morning. These individuals enjoy waking up early and drinking their coffee and
enjoying their breakfast in front of a tv, paper, and other mediums. Moreover, the target
audience may be on the road driving to work.

There are no promotions offered, except the reasonably priced condominiums starting
at the mid $90,000. The budget is $24,600.00 every month for advertisement. The
amount allocated isn't designed to be spent and fall in the negative digits.
WDAY, M-F, 6-7A, First News, $35 (M-F) x 4WK (22 DY) = $770 - $24,600.00 =
$23,830.00
WDAY, M-F, 7-8A, Good Morning America, $50 (M-F) x 4WK (22 DY) = $1100 -
$22,830 = $22730
WDAY, SN, 7-8A, Good Morning America, $10 (SN) X (4 DY) = $40 - $22730 = $22690
I chose these programs and at these times, because old people love to wake up
early and watch pointless television.
KVLY 11, M-F, 3-4P, The Ellen DeGeneres Show, $150 (M-F) x 4WK (22 DY) = $3300 -
$22690 = $19390
KVLY 11, M-F, 4-5P Oprah Winfrey, $250 (M-F) x 4WK (22 DY) = $5500 - $19390 =
$13890
I chose this program, in case anyone of my target audience (women) gets home
from work early or doesn’t work they’ll probably be watching this program. Furthermore,
this/these program(s) is/are geared towards women.
Radio
In the month of April, I plan on using radio. Within radio, I plan on posting my
advertisements within these stations and during the commercials for these programs.
The justification for these mediums are to attract individuals in their late 40s, 50s, 60s
and up. The programs, stations and mediums are designed to appeal to the older and
wiser generations. Again the target audiences are late 40s, 50s, 60s and up. These are

design to hit both sexes, but mainly focus on the females. My budget for this medium is
$13890.
the morning. Moreover, the target audience may be on the road driving to or from work.
They’ll be in their vehicle, no where to go so my advertisement would have significant
effect on them. I’m putting my advertisements in adult medias. Older people love AM
stations and they like listening to them in the morning or during car rides from to or from
work. I chose Saturday, because people like to listen to music, even on their days off.
Typically Saturday is a free day.
FM 106.9 The Eagle, M-F, 6-8AM, $30 x 22 DY = $660 - $13890 = $13230
FM 106.9 The Eagle, M-F, 3-7PM, $18 x 2 = $36 x 22 DY = $792 - $13230 = $12438
AM 1100 The Flag, M-F, 6-8AM, $25 x 2 = $50 x 22 DY = $1100 - $12438 = $11338
AM 1100 The Flag, M-F, 2-5PM, $30 x 2 =$60 x 22 DY = $1320 - $11338 = $10018
Froggy 99.9, M-F, 6-10AM, $76 x 22 DY = $1672 - $10018 = $8346
Froggy 99.9, M-F, 3-8PM, $64 x 22 DY = $1408 - $8346 = $6938
Froggy 99.9, SAT, 6-10AM, $18 x 2 = $36 x 4 DY = $144 - $6938 = $6794
Billboard
In the month of April, I will use billboards to grape attention. When someone is in a car
and they see a well crafted billboard they can’t help but to look. The justification for this
medium is to attract individuals in their late 40s, 50s, 60s and up. These are design to
hit both sexes, but mainly focus on the females. My budget for this medium is $6146.
Fargo-Moorhead, GRP 25, $3820 - $6794 = $2974
Direct Mail

In the month of April, I chose to incorporate direct mail into my arsenal because I know
my target audience will see it. The justification for this medium is to attract individuals in
their late 40s, 50s, 60s and up. These are design to hit both sexes, but mainly focus on
the females. My budget for this medium is $2326.
22,500 HM, $1518.75 + $100 + $150 ($25 x 6) = $1,768.75 - $2326 = $557.25
Facebook
A Facebook page will be set up under Angel Heart Senior Living Community in
case anyone wants to gather information about the community. The page is completely
free and will be update frequently on news, events, activities, or to get information on
units for sale. Facebook is one of the only popular used social media sites used by the
old.
Results
For the month of April, the advertising benefits used are homeownership in an
independent living center, adults only living for active seniors, state of the art security
enclosure, and on site private golf course.
In television, the benefits will be shown are of “old” people enjoying a quiet,
active, a positive living environment with other older individuals. The commercial will
show individuals having total freedom and the engaging activities what Angel Heart
Senior Living offers. Not too mention, an on site private golf course with the openness
and the niceness of a country club’s golf course.
Next, radio will have a pre-made commercial offering information on a relaxing
independent living condominiums that offers older individuals the comfort of a quiet

adult only living for active seniors. A commercial will show a grandchild coming to visit
and the mother coming to pick up the child and a visual message of quietness.
The billboards which will go in F-M area will have a security system next to an
older individual smiling referring to a state of the art security. On top, in big, bold
majestic font Angel Heart Senior Living Community.
The direct mail component is of a new fully furnished apartment with an older
couple setting in the living room reading a newspaper. Then outside the window a golf
course can be seen with a beautiful furnished green lawn. On the back of the card, the
amenities Angel Heart offers it’s residents.
The Facebook page talks about Angel Heart the benefits, the activities, the
securities, has photos of condos and photos the features and amenities. The page has
a current news feed that gets updated continuously. The page offers a name and
number of someone to contact at the facility.
May
In the month of May, the advertising vehicles be used are television, radio, direct
mail, magazines, and facebook. The amount allocated is $24,600.00 + $557.25 =
$25157.25.
the morning. These individuals enjoy waking up early and drinking their coffee and
enjoying their breakfast in front of a television, paper, and other mediums. No
promotions are offered on these condominiums.
Television

Like April, but in the month of May, I plan on using television. Within television, I
plan on posting my advertisements within these stations and during the commercials for
these programs. The justification for these mediums are to attract individuals in their late
40s, 50s, 60s and up. The programs, stations and mediums are designed to appeal to
the older and wiser generations. Again the target audiences are late 40s, 50s, 60s and
up. These are design to hit both sexes, but mainly focus on the females.
$24,422.25
$24,422.25 = $23,372.25
WDAY, SN, 7-8A, Good Morning America, $10 (SN) X (5 DY) = $50 - $23,372.25 =
$23,322.25
early and watch pointless television.
$23,322.25 = $20,172.25.
KVLY 11, M-F, 4-5P Oprah Winfrey, $250 (M-F) x 4WK (21 DY) = $5250 - $20,172.25 =
$14,922.25
These time slots are perfect for when my target audience gets home and wants
to relax and watch popular television shows.
I feel that these shows gather older women audiences. I wanted to keep the
shows consistent with last month. The programs and time get my clients attention.

Moreover, these show are on basic television so it wouldn’t limit anyone from gathering
the information and it’d be accessed to more people in a small segmented area.
Radio
Like April, except in the month of May, I plan on using radio. The stations in April
were successful and brought many inquires of the properties. I plan on posting my
advertisements within these stations and during the commercials for these programs.
The justification for these mediums are to attract individuals in their late 40s, 50s, 60s
and up. The stations and mediums are designed to appeal to the older and wiser
audiences. These are design to hit both sexes, but mainly focus on the females. My
projected budget for these mediums are $14,922.25.
the morning. Furthermore, the target audience may be on the road driving to work or
from work. They’ll be locked in their vehicle, no where to go, for that time their on the
road. I’m putting my advertisements in adult medias. Because, old people love AM
work. I chose Saturdays and Sunday because people like to listen to music, even on
their days off. I did most of the afternoon on Sunday, because people may be in church,
so they could get a chance to listen to it later. They typically don’t have many
obligations on the mornings/weekends.
FM 106.9 The Eagle, M-F, 6-8AM, $30 x 21 DY = $630 - $14,922.25 = $14,292.25
FM 106.9 The Eagle, M-F, 3-7PM, $18 x 2TM = $36 x 21 DY = $756 - $14,292.25 =
$13,536.25

AM 1100 The Flag, M-F, 6-8AM, $25 x 2TM = $50 x 21 DY = $1050 - $13,536.25 =
$12,486.25
AM 1100 The Flag, M-F, 2-5PM, $30 x 2TM =$60 x 21 DY = $1260 - $12,486.25 =
$11,226.25
Froggy 99.9, M-F, 6-10AM, $76 x 21 DY = $1596 - $11,226.25 = $9,630.25
Froggy 99.9, M-F, 3-8PM, $64 x 21 DY = $1344 - $9,630.25 = $8,286.25
Froggy 99.9, SAT, 6-10AM, $18 x 2TM = $36 x 5 DY = $180 - $8,286.25 = $8,106.25
Froggy 99.9, SUN, 10A-3P, $20 x 2TM = $40 x 5 DY = $200 - $8,106.25 = $7,906.25
Direct Mail
In the month of May, I chose to incorporate direct mail into my media planning scheme,
because I know my target audience would see it. The justification for this medium is to
attract individuals in their late 40s, 50s, 60s and up. These are design to hit both sexes,
but mainly focus on the females. My budget for this medium is $7,906.25.
30,000 HM, $1,965.00 + $100 + $175 ($25 x 7) = $2143.75 - $7,927.25 = $5,783.50
I had extra money, so I wanted to expand my reach further than in the previous month. I
fell with a wider reach, it’s more likely that I’ll grab the attention of my target audience.
Magazine
In the month of May, I chose to incorporate magazines into my media planning
schedule, because I know my target audience would see it. The justification for this
hit both sexes, but mainly focus on the females. My budget for this medium is $5,783.50
Area Women Magazine, ad size: back cover, 1-2x = $3000 - $5,783.50 =
$2,783.50.

With this medium, I am sure that it will filter out much of my less desired
audiences (men) and will capture women’s attention. I took out the back cover so the ad
will be apparent and noticeable.
Facebook
A Facebook page will be set up under Angel Heart Senior Living
Community in case anyone wants to gather information about the community. The page
is completely free and will be update frequently on news, events, activities, or to get
information on units for sale. Facebook is one of the only popular used social media
sites used by the old.
Results
For the month of May, the advertising benefits used are homeownership in an
enclosure, and on site private golf course. The season of spring and freshness will be
incorporated into the ads.

Third, the direct mail component is of a new fully furnished apartment with an
older couple setting in the living room reading a newspaper.Then outside the window a
golf course can be seen with a beautiful furnished green lawn. On the back of the card,
the amenities Angel Heart offers it’s residents.
Fourth, magazines will be a vital resource in capturing the attention of the
women. Women are typically ones who have a larger say when it comes to property
choice. If the property fits the wife’s criteria then the husband will usually go with her
decision.
Lastly, the Facebook page talks about Angel Heart the benefits, the activities, the
June
In the month of May, the advertising vehicles be used are television, radio, direct
mail, magazines, and facebook. The amount allocated is $24,600.00 + $2,783.50 =
$27,383.50
The placement would be beneficial when my target audience are, like always,
present, like in the morning. These individuals enjoy waking up early and drinking their
coffee and enjoying their breakfast in front of a television, paper, and other mediums.
No promotions are offered on these condominiums.
Television

Like April, but in the month of June, I plan on using television. Within television, I
plan on posting my advertisements within these stations and during the commercials for
these programs. The justification for these mediums are to attract individuals in their late
40s, 50s, 60s and up. The programs, stations and mediums are designed to appeal to
the older and wiser generations. These are design to hit both sexes, but mainly focus on
the females. I feel the present television system was successful.
$26,613.50
$26,613.50 = $25,513.50
WDAY, SN, 7-8A, Good Morning America, $10 (SN) X (4 DY) = $40 - $25,513.50 =
$25,473.50
early and watch pointless television. They love to know what’s happening around town.
$25,473.50 = $22,173.50.
KVLY 11, M-F, 4-5P Oprah Winfrey, $250 (M-F) x 4WK (22 DY) = $5500 - $22,173.50 =
$16,673.50.
KVLY 11, SN, 6-7P Dateline, $300 (SN) x 4WK (4 DY) = $1200 - $16,673.50 =
$15,473.50
These time slots are perfect for when my target audience gets home and wants
to relax and watch popular television shows.

I feel that these shows gather the older women audiences. I wanted to keep the
shows consistent with last month. The programs and times would get my clients
attention. Moreover, these show are on basic television television stations, so it wouldn’t
limit anyone from gathering the information, and it’d be accessed to more people in a
small segmented area.
Radio
Like April and May, I plan on using radio. The stations in May were successful
and brought many inquires on to the properties. I plan on posting my advertisements
within these stations and during the commercials for these programs. The justification
for these mediums are to attract individuals in their late 40s, 50s, 60s and up. The
stations and mediums are designed to appeal to the older and wiser audiences. These
are design to hit both sexes, but mainly focus on the females. My projected budget for
these mediums are $15,473.50.
the morning. Furthermore, the target audience may be on the road driving to work or
from work. They’ll be locked in their vehicle, no where to go, for that time their on the
road. I’m putting my advertisements in adult medias. Because, old people love AM
work. I chose Saturdays and Sunday because people like to listen to music, even on
their days off. I did most of the afternoon on Sunday, because people may be in church,
so they could get a chance to listen to it later. They typically don’t have many
obligations on the mornings/weekends.
FM 106.9 The Eagle, M-F, 6-8AM, $30 x 22 DY = $660 - $15,473.50 = $14,813.50.

FM 106.9 The Eagle, M-F, 3-7PM, $18 x 2TM = $36 x 22 DY = $792 - $14,843.50 =
$14,051.50.
AM 1100 The Flag, M-F, 6-8AM, $25 x 2TM = $50 x 22 DY = $1100 - $14,051.50 =
$12,951.50.
AM 1100 The Flag, M-F, 2-5PM, $30 x 2TM =$60 x 22 DY = $1320 - $12,951.50 =
$11,631.50.
Froggy 99.9, M-F, 6-10AM, $76 x 22 DY = $1672 - $11,631.50 = $9,959.50.
Froggy 99.9, M-F, 3-8PM, $64 x 22 DY = $1408 - $9,959.50 = $8,551.50.
Froggy 99.9, SAT, 6-10AM, $18 x 2TM = $36 x (4 DY) = $144 - $8,551.50 = $8,407.50.
Froggy 99.9, SUN, 10A-3P, $20 x 2TM = $40 x (4 DY) = $160 - $8,551.50 = $8,391.50.
107 Fox, M-F, 10A-3P, $22 x 2TM = $44 x 22 DY = $968 - $8,391.50 = $7,423.50
FM 105.1, M-F, 10A-3P, $36 x 2TM = $72 x 22 DY = $1584 - $7,423.50 = $5,839.50.
With the last month of the campaign, I wanted to hit harder, especially over the radio. I
incorporated two additional radio stations to vary my audience reach.
Direct Mail
In the month of June, I chose to incorporate direct mail into my media planning
scheme, because I know my target audience would see it. The justification for this
hit both sexes, but mainly focus on the females. My budget for this medium is
$5,839.50.
30,000 HM, $1,965.00 + $100 + $125 ($25 x 5) = $2,190. - $5,839.50 = $3,649.50
In the month of May, this technique was successful, as a result I wanted to recreate it in
June.

Magazine
In the month of June, I chose to incorporate magazines into my media planning
schedule, because I know my target audience would see it. The justification for this
hit both sexes, but mainly focus on the females. My budget for this medium is $3,649.50
Area Women Magazine, ad size: back cover, 1-2x = $3000 - $3,649.50 =
$649.50.
The magazine should target women, in particular, who are the ones associated
with this type of purchases. I wanted to have money left over, in case there were hidden
fees associated with any part of my three month campaign.
With this medium, I am sure that it will filter out much of my less desired
audiences (men) and will capture women’s attention. I took out the back cover so the ad
will be apparent and noticeable.
Facebook
A Facebook page will be set up under Angel Heart Senior Living Community in
case anyone wants to gather information about the community. The page is completely
free and will be update frequently on news, events, activities, or to get information on
units for sale. Facebook is one of the only popular used social media sites used by the
old.
Results
For the month of June, the advertising benefits used are homeownership in an

enclosure, and on site private golf course. The season of spring and freshness will be
incorporated into the ads.
Third, the direct mail component is of a new fully furnished apartment with an
older couple setting in the living room reading a newspaper.Then outside the window a
golf course can be seen with a beautiful furnished green lawn. On the back of the card,
the amenities Angel Heart offers it’s residents.
Fourth, magazines will be a vital resource in capturing the attention of the
women. Women are typically ones who have a larger say when it comes to property
choice. If the property fits the wife’s criteria then the husband will usually go with her
decision.
Lastly, the Facebook page talks about Angel Heart the benefits, the activities, the

In conclusion, I provided my plan of the three months. I explained my reasoning
behind it. I even left a little bit, in case there was an imbalance.

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