Final Media Plan for Tom's of Maine children's oral care products created for my Media Strategy and Execution class

1. Mock Media Plan
OVERALL PLAN – MEDIAOBJECTIVES
1a. Within the $30,000 budget, increase awareness of Tom’s of Maine Silly Strawberry oral care products
for in Washington, Benton, Sebastian and Crawford Counties using TV, newspaper,and digital
advertising. Awareness for Tom’s of Maine Silly Strawberry oral care products for children should
increase by 75% by Sunday, August 16, 2020 in the NWA area. The median age for Fayetteville,
Springdale and Rogers is 34.2, and the median household income is $57,911 (“Fayetteville-Springdale-
Rogers"). The media plan runs from Monday, August 10 through Sunday, August 16, 2020, as parents
often go back to school shopping for their children and want to get them in the routine of brushing their
teeth.
1b. The target audience primarily consists of professional (162, MRI-TU, 2018) women ages 25-34 (156)
and 35-44 (153) with a college education level or higher (156). Women in particular are targeted because
they drive 70-80% of consumer purchasing (“Top Ten Things,” 2018). The target audience are parents as
evidenced by their consumption of children’s programming such as National Geographic Kids (188) and
Disney XD (206).
1c. The baseline is 300 GRPs with a reach of 75 and a frequency of 4 among the target market. Use a
reach of 75 because brands normally aim for a reach of between 66 and 80 (p. 96). Use a frequency of 4
because customers may not recall an ad unless they see it 3 or more times (p. 96).
BROADCAST
2a. Advertise on television because of television’s extensive reach due to high viewership (p. 153). The
mass coverage of television media enables advertisers to connect with viewers through advantages such
as demonstration, repetition, and versatility to make sure the key message is delivered to the audience (p.
161).
2b. Advertise on local channels KFSM, KNWA and KHBS, because 74% of viewers would rather trust
their local news networks over national news (Share of Adults, Statista, May 2019) and the audiences of
local news networks typically increase during election years (Pew-LNFS,2019). Place a total of 29 ads
Monday through Friday on CBS This Morning at 7 a.m.,RachaelRay at 9 a.m.,and KFSM’s 5 News at
Noon and 6 p.m., because they have the highest amount of gross impressions and are most likely to reach
the target audience of young mothers in the NWA area. Place 16 ads on Good Morning America on
KHBS at 7 a.m. Monday-Friday because,according to TV By the Numbers, the show led in both the total
number of viewers and adults ages 25 to 54 in 2015 (Zap2It, 2015). Place 5 ads on The Doctors on
KNWA at 9 a.m. because viewers of medical shows will be in the mindset to buy oral care products.
Place 15 ads during CNN’s New Day and 15 ads during Fox News’ America’s Newsroom at 8 a.m. Place
10 ads during CNN’s Newsroom at 8 a.m. Monday-Friday and five ads during Fox News’ Outnumbered
Overtime at 12 p.m. Monday-Friday because the target audience is interested in news. America’s
Newsroom is ranked seventh on Nielsen’s Top Ten for Cable TV News (NT10-CabTV,2019).
Place three ads during Comedy Central’s (135, MRI-TU,2018) Daily Show with Trevor Noah (141,
MRI-TU, 2018) on Monday and Tuesday at 10 p.m., August 10 and 11, due to the drawn similarities
between Comedy Central’s audience profile and the target audience. The majority of the network’s age

2. demographic falls into the targeted group, 53% of viewers have attended college with a median income
falling very close to the target group’s income, and one-third of the audience households with the
presence of children (NMS-ND-Comedy Central, 2019).
Place 24 ads on HGTV during programs such as Love It or List It on Monday, August 10 at 9 a.m., Fixer
Upper on Tuesday, August 11 at 12 p.m., and Property Brothers on Wednesday, August 12 and Friday,
August 14 at 12 p.m. Place 24 ads on HGTV because the majority of the network’s audience is female at
66% and 52% of viewers attended college (NMS-ND-HGTV,2019). Home furnishing/decorating
magazines indexed high in the MRI, meaning the target is interested in this hobby (MRI-TU,2018).
Place two ads during Friends on Nick at Nite (153, MRI-TU,2018) at 10 p.m. August 10 and 11, because
the percentage of female viewers is 63% and the median age of 29 falls within our target audience ages 25
to 44; in addition, 46% of viewers have at least one child present in the household, making them potential
consumers of Tom’s of Maine Silly Strawberry oral care products (NMS-ND-Nick at Nite, 2019).
PRINT
3a. Place display advertising in major daily newspapers because 6 out of 10 adults read the newspaper
each week (Mansimedia). Print advertising in newspapers is beneficial because it is an affordable medium
that enables advertisers to selectively distribute papers and drive relevance within a specific geographic
location (Why It Is Important, 2016). The Arkansas Democrat-Gazette reaches more than 727,000 people
throughout the state (“Advertising Media Kit,” 2020), while the Fort Smith Times Record has more than
70,200 readers,reaching 85,100 on Sundays (“Times Record Advertising,” 2020).
3b. Place one 1/8-page black-and-white ad in the Arkansas Democrat-Gazette on Wednesday,August 12,
in the Food section. The target audience shows interest in foood magazines such as Bon Appetit (188,
MRI-TU) and RachaelRay Every Day (202, MRI-TU),meaning they are likely to read the food section
of the newspaper (MRI-TU).
Place one 1/8-page black-and-white ad in the What’s Up (Entertainment) section of the Arkansas
Democrat-Gazette on Friday, August 14 because 72% of readers use local newspapers for entertainment
purposes (MediaSpaceSolutions.com).
Place one 1/4-page black-and-white ad in the Arkansas Democrat-Gazette Business section on Sunday,
August 16 because business and financial news are key lifestyle interests of the target audience (134,
MRI-TU). The target audience reads magazines such as Wall Street Journal (162, MRI-TU) and Forbes
(149, MRI-TU).

3. Place one 1/4-page black-and-white ad in the Fort Smith Times Record Youth and Education section on
Friday, August 15 because the target audience are parents of young children and consume media targeted
to children such as National Geographic Kids (188, MRI-TU) and FamilyFun (137, MRI-TU).
Place one ⅛ page black-and-white ad in the Fort Smith Times Record Lifestyle section on Sunday,
August 16. The target audience enjoys lifestyle magazines, specifically outdoor recreation magazines
(218, MRI-TU) and health magazines such as Shape (224, MRI-TU) and Women’s Health (178, MRI-
TU).
DIGITAL
4a. Use digital advertising because 90% of U.S. adults use the internet as of 2019 (Pew-IBFS,2019).
About 78% of Americans are connected to the Internet on average for about 9 hours a day (p. 194).
4b. Place once digital ad on 4029tv.com because the target audience is interested in news media such as
New York Times (228, MRI-TU,2018) and huffpost.com (199, MRI-TU,2018).
Place one digital ad on arkansasbusiness.com because it has over 100,000 unique monthly visitors
(Arkansas Business), and the target audience is interested in financial news such as Bloomberg Television
(204, MRI-TU, 2018).
Place one digital ad on arkansasrazorbacks.com,a site dedicated to University of Arkansas sports,
because the target audience is interested in sports such as tennis (214) track and field (156), and soccer
(191, MRI-TU 2018).
Place one digital ad each on athomearkansas.com and citiscapes.com and seven medium rectangle ads on
aymag.com because the target audience reads home/lifestyle magazines such as RealSimple (206) and
Veranda (275, MRI-TU 2018).
Place one digital ad on celebratearkansas.com because its readers are primarily females 35 and older with
an average income of 75k and a post-graduate degree (celebratearkansas.com).
Place one digital ad on nwaonline.com because it’s the most visited news site in Arkansas,with an
average of 1.1 million monthly views (“Advertising & Media”).
Place one digital ad on swtimes.com because it attracts 131,000 unique visitors per month and its readers
are highly educated (swtimes.com).
4d. Place a banner ad on parents.com from August 10 to August 16 using programmatic direct because its
readers have a median age of 38.9, a median household income of $64,023, and 64% of their readers
attended/graduated college (Parents). Parents.com offers trusted content on topics that line up with the
target audience and product, such as health and parenting (Parents). Parents.com stands out from other
parenting websites as they have pages dedicated to different stages of raising a child such as their
“toddler” section and “big kid” section, which would be effective places to reach the target audience.

4. RETAIL/OOH
5a. Use retail advertising because it drives store traffic and increases sales immediately. When using retail
advertising, sales results can be seen at the cash register within hours after the advertising hits the media,
and effectiveness can be evaluated within days rather than the weeks or months (“Retail Advertising”,
2003). By partnering with Whole Foods, Tom’s of Maine will attract digitally-savvy 25 to 34-year-old
shoppers who prioritize high-quality, all-natural products. Whole Foods shoppers tend to have higher
incomes, similar to Tom’s of Maine children’s oral care target market,with 75.4% having incomes of
$60,000 or more and 48.6% living in households with an income of over $100,000 (WFM, 2020).
5b.
1. Denver,CO: 2375 E 1st Ave, Denver,CO 80206
a. 43.9% of adults in Denver have a bachelor’s degree or higher and major employers in the area include a
wide range of companies in high-paying sectors like finance, and the target audience tends to work in
business and finance (Stebbins, 2019).
2. Boston, MA: 348 Harrison Ave,Boston, MA 02118
a. Boston, MA: The median household income in Boston-Cambridge-Newton, MA-NH is $85,691 and
47.6% of adults living there have a bachelor’s degree. (Stebbins, 2019) This location is also the largest
Whole Foods in Boston, MA (“Boston’s Largest Whole Foods,” 2012).
3. San Francisco and “Silicon Valley”, CA: 774 Emerson St, Palo Alto, CA 94301
a. San Francisco, CA: One of the best educated populations of metro areas in the country and nearly half
of all adults in the metro area have a bachelor’s degree (Stebbins, 2019).
b. San Jose-Sunnyvale-Santa Clara, CA: Also known as Silicon Valley, is the number 1 wealthiest metro
area in the U.S. and is also the only metropolitan area where 25.7% of households earn $200,000 or more.
By choosing the Whole Foods store in Palo Alto, CA, not only is the Whole Foods store in Palo Alto, CA
close to both San Francisco and the Silicon Valley area,but it’s also located in between Los Altos Hills,
which is listed as the 5th richest town in the U.S.,and Atherton, California, which takes 1st place on the
list of being the richest place in America for the fourth year in a row, averaging a household income of
$525,324 (Burroughs, 2019).
4. Atlanta, GA: 22 14th St NW, Atlanta, GA 30309
a. Atlanta, GA: The total African American population in Atlanta metro is 2,101,171 and parents of all
races are included in the target audience (Nielsen-AAIB, 2019). This specific location is the largest
Whole Foods store in the Southeast (“Southeast’s largest Whole Foods,” 2019).
5. Austin, TX: 525 N Lamar Blvd, Austin, TX 78703
a. Austin, TX: Not only is Austin where Whole Foods was founded, but it holds a median household
income of $73,800 and 44.8% of the population are adults who graduated with a bachelor’s degree or
higher. The area also contains a high concentration of professional, scientific and management-related
industries (Stebbins, 2019).
6. San Diego-Carlsbad, CA: 2600 Via De La Valle, Ste 100 San Diego, CA 92014

5. a. San Diego, CA: Goods and services in the area cost 14.4% more on average than they do nationwide
and is home to some of the largest healthcare giants in the nation. The median household income $76,207
and 38.8% of adults hold a bachelor’s degree or higher (Stebbins, 2019).
7. New York City, NY: 1095 6th Ave, New York, NY 10036
a. New York, NY: Not only is it the most populous metro area in the U.S., but it’s also a highly diverse
city with a median household income of $75,368 and 39.6% of its population graduated college (Stebbins,
2019).
8. Baltimore, MD: 711 S CentralAve, Baltimore, MD 21202
a. Maryland is stated as the wealthiest state in the country, with Baltimore’s median household income
around $77,300 and 39.5% of the population possessing a bachelor’s degree or higher (Stebbins, 2019).
9. Minneapolis-St. Paul, MN: 1575 Selby Ave, St. Paul, MN 55104
a. St. Paul, MN: Metropolitan area with many Fortune 500 companies headquartered here and 42% of the
population have a bachelor’s degree or higher (Stebbins, 2019).
10. Boulder, CO: 1275 Alpine Ave, Boulder, CO 80304
a. Boulder, CO: Boulder is listed as the 10th wealthiest metro area nationwide, with a well-educated labor
force and many high-tech companies based in the area. The population of adults holding a bachelor’s
degree or higher is 63.2% and the median household income is $80,834 (Stebbins, 2019).
5c. With the help of Amazon, Whole Foods is one of the fastest growing grocery chains in America that
attracts digitally savvy, 25 to 34-year-old shoppers who hold high appraisal for quality goods, with an
emphasis on organic and all-natural products, making them the best national retailer to partner with
(Hanbury, 2018). Whole Foods shoppers tend to have higher incomes, similar to Tom’s of Maine
children’s oral care target market,with 75.4% having incomes of $60,000 or more and 48.6% living in
households with an income of over $100,000 (WFM, 2020).
5d. Insert interactive kiosks in Whole Foods stores with lots of traffic. The specific type interactive kiosks
should be a leaflet dispenser and they should be placed near the toothpaste aisle and close to the Tom’s of
Maine Silly Strawberry Children’s Toothpaste and Silly Strawberry Children’s Anticavity Mouth Rinse.
Place shelf trays and sidekicks in other Whole Foods stores to highlight important product information
with lots of color so that the displays appeal to children and inform parents of the benefits of using Tom’s
of Maine oral care products. The placement of these displays will increase top-of-mind awareness and
drive impulse purchases (Insignia, 2019).
will highlight the effective and safe ingredients used in Tom’s of Maine toothpaste and mouth rinse.
6a. Use OOH advertising because it reaches consumers when they are traveling, waiting, shopping or
otherwise situated outside their residences (Kelley, Jugenheimer, & Sheehan, 2015, p.185). OOH
advertising in the U.S. delivers 101,465,994,516 impressions or 101 quadrillion views per week
(McWhorter, “17 Shocking Facts”,2019).
6b. We recommend using digital billboards and a couple spectaculars in high traffic locations like San
Francisco, California or New York City’s Time Square. We also recommend implementing outdoor
place-based advertising in touristic family settings such as the San Diego Zoo, Seaworld and other theme
parks nationwide. For example, advertising Tom’s of Maine oral care products through a digital billboard

6. at Disney World of Mickey brushing his teeth, or a life-sized toothbrush made of Legos at Legoland.
Promoting Tom’s of Maine children’s oral care in these populous areas increases top-of-mind awareness,
which can lead to acquiring new customers and a potential increase of sales.
SOCIAL MEDIA/INFLUENCER
7a. Use Facebook because 84% of 25-30-year-olds and 79% of 30-49-year-olds use this social media
platform (Chen, 2020). Facebook is also the best platform to reach the target segment because 74% of
those with more than a college education use Facebook, and 72% of users make $30,000-74,999. (Chen,
2020). Facebook also allows advertisers to create highly targeted advertisements by selecting
demographic characteristics such as age, gender and geographic location (Kellery, Jugenheimer, &
Sheehan, 2015, p. 212).
7b. The specific type of ad that should be used on Facebook is a carousel ad. Carousel ads are eye-
catching and interactive. Facebook carousel ads allow you to showcase 2-10 images or videos of Tom’s
of Maine Silly Strawberry Children’s Toothpaste and Silly Strawberry Children’s Anticavity Mouth
Rinse in a single ad. Each image or video will have a direct link to the product. Carousel ads are 10 times
better than regular ads and have 72% higher CTR than single image ads (Johnson, 2019). Carousel ads are
also a good ad type because they are cost-effective and drive 30-50% lower cost-per-conversion and 20-
30% lower cost-per-click than domain ads (Johnson, 2019).
8a. Use the Stauffer family on Facebook as an influencer because they have 76 thousand followers and
often promote family-oriented products such as cleaning supplies and diapers. The Stauffer family will
relate to the target audience of parents of young children, and appeal to the target’s family-oriented
lifestyle.
8b. The Stauffer Family should make a Facebook story promoting the use of the product with her children
as the focal point of the post. The story should mention the product’s organic ingredients and position it
as superior to other brands. The story should also be posted once a night for a week and can show the
children brushing their teeth with the Tom’s of Maine toothpaste, as well as a video of why they like
using Tom’s of Maine products. By posting a story once a week,the viewers of the story will start to
recognize the product more and would be more likely to pick out Tom’s of Maine Silly Strawberry
toothpaste for their kids the next time that they go to the store.

7. References
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