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This media plan outlines Gander Mountain's advertising campaign across magazines, newspapers, radio, television and the internet over 12 weeks from May to July. It includes placement in regional Midwest and Texas magazines, newspapers and radio stations to promote the brand. Television placements will run on fishing and outdoors shows. The internet strategy targets major outdoor websites to reach fishing and hunting audiences.
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The media plan allocates spending across television, radio, magazines, newspapers, internet banners and Google AdWords. A total of $1,968,474 will be spent reaching audiences in key markets like Minneapolis, Indianapolis, Houston and online. The bulk of spending is on magazines like Bass Master and newspapers like the Houston Chronicle and Indianapolis Star. Radio will also be an important part of the plan, targeting stations in Minneapolis, Indianapolis and Houston.
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More from Megan Wallace
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The Nodaway County Historical Society was founded in 1944 and collects artifacts related to the county's history. It aims to kindle interest in local history through events, tours, and publications. While currently attracting ages 38-75, the team recommends also targeting families with children 5-16, university students, and adults 25-50 to maximize membership. Strategies include raising awareness through social media, partnering with other organizations on events, and creating reasons for repeated visits such as activities for students and families. Progress will be measured by growth in social media engagement, outreach to other groups, and achieving attendance goals.
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The Nodaway County Historical Society is looking to increase awareness, communicate more with other organizations, and create a need for their services. Their goals are to increase volunteers, donations, and awareness of their museum and social media strategies. Their current strategies include keeping social media and their website updated, planning community events, and interacting more on social media. They want to target parents, NWMSU students, and children through proposed events like a logo contest, "History and Hounds" partnership with the local humane society, an after school history club, and internships. They will measure their success through various social media analytics and by using targeted hashtags on a regular basis.
Media Plan Assignment
This document provides information about the target audience for anglers, including demographic and psychographic details. The key details are:
1) The target audience for anglers are predominantly white males aged 45-54 with a household income of $75,000-$99,999.
2) Psychographic elements include interests in fishing equipment like rods, reels, line, and boats. Other common activities include fitness, bowling, and camping.
3) Demographic research found that the highest rates of fishing are among white males aged 25-45 with some college education and a household income of $25,000-$49,999.
Search
Gander Mountain's media plan allocates $6,339 over 3 months for Google search buys, with highest CPC of $1.06 for "Storm Bait" keywords and lowest of $0.59 for "Berkley Fishing Rods" and "Fresh Water Fishing". The plan targets a total of 8,370 clicks across keywords related to fishing rods, bait, and fresh water fishing.
TV
The media plan outlines TV placements for advertising on two fishing shows, Anglers & Appetites and Extreme Angler TV, across three markets - Minneapolis, Indianapolis, and Houston. It provides ratings, estimated viewers, costs per point and insertion. The total estimated cost for Anglers & Appetites ads across the three markets is $18,105, while the estimated cost for Extreme Angler TV ads is $16,353, with higher costs per insertion for that show.
Radio1
Gander Mountain's media plan allocates radio advertising across four markets. The plan includes placements on country music stations in Minneapolis, Indianapolis, and Houston. It specifies details such as the radio station, time of day, estimated audience and cost per placement. The total radio budget is over $1.2 million reaching over 500,000 listeners with an average cost per thousand of $7.16.
Newspapers
This document is a media plan for Gander Mountain outlining newspaper placements to promote the company. It includes four newspapers - the Star Tribune, Houston Chronicle, Houston Tribune, and The Indianapolis Star. For each newspaper it lists the day of the week, section, ad size in column inches, cost per column inch, cost per ad, number of insertions, total cost, circulation in thousands, estimated pass-along viewership, total audience in thousands, and cost per thousand. The total estimated audience reach across the four newspapers is over 3 million at an average cost per thousand of $27.24.
Internet
This media plan proposes placing internet banner ads on 4 fishing and outdoor websites over 3 months to promote Gander Mountain. The plan estimates impressions, costs, and metrics like cost per thousand impressions and number of unique visitors per month for ads on Outdoorlife.com, fieldandstream.com, bassmaster.com, and takemefishing.org, with a total estimated cost of $2,505.75 and nearly 1 million impressions.
Copy of Media Plan
The media plan allocates spending across television, radio, magazines, newspapers, internet banners and Google AdWords. A total of $1,968,474 will be spent reaching audiences in key markets like Minneapolis, Indianapolis, Houston and online. The bulk of spending is on magazines like Bass Master and newspapers like the Houston Chronicle and Indianapolis Star. Radio will also be an important part of the plan, targeting stations in Minneapolis, Indianapolis and Houston.
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Schedule
- 1. Media Plan for Gander Mountain Prepared by M. Wallace, Nov. 12, 2014 Campaign Schedule Week1 Week2 Week3 Week4 Week1 Week2 Week3 Week4 Week1 Week2 Week3 Week4 Magazines Midwest Outdoors x x x x x x x x x x Minnesota Outdoor News x x x x x x x Bass Master x x x x x x x x x Texas Fish & Game x x x x x x Texas Parks & Wildlife Magazine x x x x x x Newspapers Star Tribune x x x x x x x x x x Houston Chronicle x x x x x x x Houston Tribune x x x x x x The Indianapolis Star x x x x x x x x x Radio Minneapolis KMNB x x x x x x x x x x x x Indianapolis WLHK x x x x x x x x x x x x Indianapolis WFMS x x x x x x x x x x x x Houston KKBQ x x x x x x x x x x x x Televison Anglers & Appetites x x x x x Extreme Angler TV x x x x x x Internet Outdoorlife.com x x x x x x fieldandstream.com x x x x x x bassmaster.com x x x x x x takemefishing.org x x x x x x May June July