Fleet Feet Media Plan
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This attachment is an assignment that I completed for my Intro to Advertising class at Northwest Missouri State University. It is an example of a Media Plan.
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Fleet Feet Media Plan
- 1. Makenzi Turley Intro to Advertising 11/26/18 Intro to the Advertising Process Target’s Psychographic Summary • Competitive runner • Men run an average of 29 miles a week; 1,508 miles per year • Women run an average of 23 miles a week; 1,196 miles per year • Buys 3 pairs of running shoes a year Target’s Demographic Summary • Gender: male and female • Age Range: 35-45 • Marital Status: Married • Household Income: $75,000 or more Target’s Geographic Location: San Diego, CA Overall Media Plan: Competitive runners focus on how they can do things better. They want to know everything they can about their sport and they want to be the best. Fleet Feet offers the best of the best products and services for competitive runners. Competitive runners are the ones who run Fleet Feet and they have good understanding of what their clients want and what they expect from a store such as Fleet Feet. Fleet Feet will advertise to competitive runners by using three media types: magazine, radio and google search. These ads will be geared toward competitive runners.
- 2. Target Audience: Competitive Runners - Psychographic Elements of Competitive Runners – Competitive runners run for many reasons, but there are a few that stand out more than others. According to Running Guru Sponsor Marketplace, men focus on staying in shape, staying healthy, and having fun while running. Women on the other hand, focus on staying in shape, staying healthy and relieving stress while they run. In order for competitive runners to run in the first place, they must have the appropriate equipment. When competitive runners buy shoes, they must make sure that they are choosing the exact shoe that they need in order to perform adequately. When a runner looks for a retailer, they make sure that the store includes; the specific brand of shoe they are looking for (if applicable), accessories that they need for their sport, friendly experts that know everything about their products, services that will give the runner the best results and events that would be of best interest to the runner. Runners want to be able to learn more about the sport that they love as much as they can. “Running stores aren’t just places to buy gear. Oftentimes, they’re also a center for high-quality, trusted information about the sport,” (Runner's Editors). Serious runners always have routines. According to Running Guru Sponsor, “The average number of days that serious runners run, is about 4.5 days a week, and about Media Buy Overview Media Vehicle No. of Ads Total Cost CPM Magazines San Diego Magazine 3 15,270$ 21.41$ San Diego Health 3 15,000$ 18.18$ UltraRunning 3 16,650$ 35.50$ Magazine Totals/Avg 12 46,920$ 25.03$ Radio San Diego - KHTS-FM 24 42,017$ 10.06$ San Diego KPBS-FM 24 46,150$ 10.06$ All Radio Totals/Avg 48 88,166$ 10.06$ Google Ads No. of Clicks Google Totals/Avg 36345 89,910$ 2,639$ TOTAL / AVERAGES 224,996$ 17.54$
- 3. 38.1% of women runners like half-marathons the best, while 31.7% of men enjoy half marathons the best,” (Running Guru Sponsor Marketplace). According to Running Guru, “men run 29.5 miles per week,” (Running Guru Sponsor Marketplace). This means that they run 1,534 miles per year if you take 29.5 times 52 weeks. “Women run 23 miles per week,” (Running Guru). This means that women run 1,196 miles per year. These things are all important reasons why runners run. - Demographic Elements of Competitive Runners – The demographic elements include the averages of the following categories; gender, marital status, age range and household income. The target audience for this specific client includes both men and women. This target also includes specific demographics. Running Guru Sponsor Marketplace provides data based on gender, therefore this data is separated by gender. According to, Running Guru Sponsor Marketplace, the average age for female competitive runners is 38.6 and the average age for male runners, is 44.8, making the target age range about 35 years to 45 years. 61.9% of competitive runners who are women are married. 73.5% of competitive runners who are men are married,” (Running Guru Sponsor Marketplace). “69% of women that run competitively earn a $75,000+ household income, while 76.4% of males that run competitively earn a $75,000+ household income. - Geographic Target: San Diego, CA – San Diego is the perfect location for this target audience. The number one reason we are reaching out to competitive runners in the San Diego area stems from the fact that the client is located in San Diego, California. There are also a lot of events that our client provides that would interest serious runners. For instance, there is a free Thanksgiving Day 5K that runners are encouraged to participate in. According to Data, US Climate, “the annual low temperature is 57.6 degrees Fahrenheit, and the annual high temperature is about 57.6 degrees Fahrenheit.” It is never too hot or too cold in San Diego. “Out of 365 days a year the average amount of days that get rainfall is an impressive low of 43 days,” (Data, US Climate). The weather in San Diego is perfect for competitive runners. Fleet Feet San Diego Company Profile - Purpose, Mission and History- Fleet Feet San Diego goes above and beyond making the customer happy and well equipped. Fleet Feet San Diego tries to live up to their mission every day, “Our mission is simple. We strive to inspire, motivate, empower, and improve the quality of life for the community we serve. Our daily focus is on giving you the best possible experience to help fulfill your lifestyle needs and achieve all of your goals regardless of your mode of exercise,” (Fleet Feet Sports San Diego). A brief history
- 6. also need to proper equipment in which Fleet Feet provides. This target audience will want to engage with the Fleet Feet. Media Plan Recommendations Magazine Recommendations Magazine Name: San Diego Magazine • Rationale: This magazine was chosen because it is local for our target audience. San Diego Magazine is only distributed in and around San Diego, California. Our client is located in San Diego; therefore, we are reaching the target audience geographically by using this media vehicle. This magazine aligns with the readership of the target audience simply by location. • Ad Size and Position: I decided to go with a horizontal ad that is only a quarter of a page within San Diego Magazine. This was necessary simply because of the cost. It fit in well with the budget. San Diego Magazine is also the least important magazine for this campaign. It reaches the least amount of people within the target audience. The content that San Diego Magazine covers does not reflect the target audience except for the location. It is completely based on geographic features rather than psychographic elements. So I decided to that the size of the ad should be a little bit smaller than the rest of the ads in this campaign. • Ad Cost: The cost per ad ended up being $5,090 with three insertions. One insertion per month. We were instructed to run the campaign for three months, November, December and January. The total campaign cost for San Diego Magazine resulted in $15,270. • CPM: CPM stands for cost per thousand. This refers to the approximate cost of how much money it would cost to reach one thousand people. The CPM for San Diego Magazine ended up being $21.41. The average CPM within the magazine media type for this campaign was $25.03. So, the CPM for this magazine is a little bit less than average for this campaign. However, compared to the radio recommendations, it is fairly high. The average radio CPM ended up being $10.06 which is more than half the cost of the magazine media type.
- 7. Magazine Name: San Diego Health • Rationale: Like San Diego Magazine, this magazine was given to us. It is a local magazine that caters to the needs of people in the San Diego area. Unlike San Diego Magazine, this magazine has more of a healthy aspect to it. This magazine is probably more likely to get in the hands of competitive runners because there is more content regarding them. • Ad Size and Position: I decided to go with three quarters of a page for the San Diego Health Magazine. The position of the ad that I decided to go with was the back cover. Since I know that the back cover is the most important position in advertising, I decided to go with that position for this magazine. The back cover gets the most attention especially to bystanders and I thought it was a good choice for this magazine. • Ad Cost: The cost per ad ended up being $5,000. This price was outstanding compared to San Diego Magazine. San Diego Magazine’s price for the back cover ad position was $14,330, which is unreal compared to the price of $5,000. • CPM: The CPM for San Diego Health was $18.18. Out of all of the magazines I covered, San Diego Health was by far the cheapest magazine to reach 1,000 people. Magazine Name: UltraRunning • Rationale: Although, UltraRunning is not local to San Diego, it still reaches our target audience based on psychographic elements as well as demographic elements. I think it is important to reach out to the people who really care about the products and services that our client sells rather than reaching out just to the local population. • Ad Size and Positon: For UltraRunning Magazine I decided to do two different positions. The first position I chose was the back cover. I decided to go with the back cover because I felt that it was necessary because the back cover ad reaches the most amount of people when it comes to ads in a magazine. The second position I decided to go with was the center spread. I decided to buy the whole spread because I thought it would reach out to our target audience. Competitive Runners are the ones who are reading this specific magazine. They are the ones who truly care about Fleet Feet’s products and services and I think making the center spread full of Fleet Feet will help bring awareness to the company. Maybe, people from other states or even countries will want to travel to Fleet Feet San Diego after seeing the services we offer.
- 8. • Ad Cost: The cost per ad for the back cover ended up being $2,050 which is less than half the cost of both San Diego Magazine and San Diego Health. There is a lot more room to work with than both of the other ads and it cost less. The center spread position happened to be more expensive than the back cover ad position. The center spread costs $3,500 per ad. Which is still less than both of the other local magazines. I decided to have both ads run 3 times. Although, UltraRunning does not distribute a magazine in January, I decided to run the ad in February instead, so the ad would still run a total of 3 times just like the other magazines. • CPM: The CPM for the back cover advertisement is quite a bit lower than the center spread position. The back cover position CPM costs $35.50 per 1,000 people. The CPM for the center spread position was almost double that, with a $60.61 CPM. Although, it is a little bit more expensive to reach more people, it is worth it simply because we are reaching the right people rather than people who will not necessarily care about the products and services that Fleet Feet provide Magazine Recommendations Radio Recommendations Radio Choices • Format: I have chosen two different formats to use for the radio portion of this media plan. The first format I decided to go with is Pop Contemporary Hit Radio. I chose to use this format based on the demographic information that I found on nielson.com. I found that the age range: 25-45 listens to Pop Contemporary Hit Radio stations more Recommendations Magazine Name Cost Per Ad Ad Size Ad Position Number of Insertions Total Campaign Cost Circulation (000) Pass along Rate Total Audience (000) CPM San Diego Magazine $ 5,090 1/4 Page Inside 3 $ 15,270 48 5 238 $ 21.41 San Diego Health $ 5,000 3/4 Page Back Cover 3 $ 15,000 50 5.5 275 $ 18.18 UltraRunning $ 2,050 Cover Back Cover 3 $ 6,150 10.5 5.5 58 $ 35.50 UltraRunning $ 3,500 Full Spread Center Spread 3 $ 10,500 10.5 5.5 58 $ 60.61 TOTAL / AVERAGES 12 $ 46,920 $ 25.03
- 9. than any other format. My target’s age range is perfect for this format considering they fall right in the middle of the range at 35-45 years old. The other format I decided to go with is news and talk radio. I thought this would be a good format to use for this media type because the station that I chose has the highest rating in San Diego which means a lot of people must be listening to that specific station in that area. Since there is no way of actually knowing which radio station our audience listens to, it is hard to say which station would have the most success. This is why I chose the two formats with the two highest ratings. • Days and Dayparts: I chose the morning daypart because according to Kantar Media (srds.com), the cost per point is the highest ($287) from 6 am to 10 am in the San Diego area. This means that this daypart is the most effective for listeners because more people listen to the radio during these times. The days on the other hand was a little bit trickier to figure out. I decided to go with two days per month. Each station, will play the :60 advertisement two days each month for three months. I had decided that I would advertise the Thursday and Friday before a big weekend race for every month. • Insertions: For the insertions I decided to go with 24 insertions total for each station. So a grand total of 48 insertions. I would have each station run the :60 ad one time per hour during each daypart. Since there are four hours within the daypart, there would be four ads per day, for two days a month. A total of eight ads per month. I would play the ad the Thursday and Friday before a big weekend race that Fleet Feet is sponsoring on both stations. San Diego KHTS San Diego KPBS Insertion Radio Sheet Chosen Daypart am am Number of hours per Daypart 4 4 Number of ads per hour 1 1 Total Number of ads per day 4 4 Days per week ad runs 2 2 Total number of ad days per campaign 6 6 Total number of insertions for station 24 24
- 10. Station No. 1 • Channel 93.3 KHTS-FM • Reason: I chose this specific station because it had the highest rating out of all of the Pop Contemporary Hit Radio stations in San Diego. In order to reach more people, you have to use a station with a higher rating point. I also discovered earlier that people aging from 25-45 listen to this format the most out of any other format. The target audience that we are aiming for ranges from 35-45 years old. This is the perfect format for our target from a demographic perspective. Unfortunately, there is no way of telling what kind of format competitive runners tend to listen to so we must go off of the demographic perspective instead. • Cost Per Ad: The cost per ad is based off of the rating and cost per point. The rating for this station is 6.1. When you take 6.1 times the cost per point which is $287, you end up with $1,751. • CPM: When you take the cost of one ad divided by the number of listeners per station, you find the CPM for each radio station. To find the amount of approximate listeners per station, you have to take the rating percentage times the persons 12+ in the market in San Diego, I found that 2,853,400 people are in the market by using nielson.com, so you would take 6.1% times 2,853,400 and get 174,000 listeners. To find the CPM for this station you would take $1,751 divided by the number of listeners shown in thousands which is 174, ending with $10.06. Station No. 2 • 89.5 KPBS-FM • Reason: I chose KPBS-FM because the second most listened to format for the target age range, is news and talk radio. This station is also the highest rated station in San Diego, California sitting at a whopping 6.7 rate. Since the rating is so high, and the format is the second best format for our age range, I decided to go with this station. • Cost Per Ad: To find the cost per ad for this station you would take the 6.7 rating times the cost per point in San Diego, $287. You end up with $1,923. • CPM: To find the CPM for this station, you would just use the same calculations for KHTS-FM. The only difference is you would have to use 6.7% instead of 6.1%. When
- 11. you change the percentage you have to calculate the listeners per station. The listeners for this station end up being 191,000. The calculations come out to be the same when you take the cost per ad divided by the number of listeners. Both CPM’s for the radio stations are $10.06. Compared to the magazine CPM’s, radio is by far cheaper to reach out to more people. The lowest magazine CPM ended up being $18.18. This means that it is a minimum of $8 difference to reach 1000 people between the radio media type and the magazine media type. Radio Recommendations Google Keyword Recommendations: • Keyword List: 1. 5k San Diego 2. marathon training 3. hydration pack 4. sports bras 5. running socks 6. plantar fasciitis 7. running apparel 8. insoles 9. San Diego races 10. running watches 11. San Diego marathon • Rationale: I chose each of these keywords because I thought each of them would be something that the target audience would search for. For example, I chose 5k San Diego, San Diego races, and San Diego marathon because I believe that our target audience will eventually look for events in their area. Since, Fleet Feet does sponsor a lot of races, divide by 1000Cost per RATING point Radio Station Format Daypart Rating Rating (%) Persons 12+ in Market Listeners of station Cost per point (CPP) Cost per :60 ad No. of Insertions Total Cost CPM (Listeners) San Diego - KHTS-FM Pop CHR AM 6.1 6.1% 2,853,400 174 $ 287 $ 1,751 24 $ 42,017 $ 10.06 San Diego KPBS-FM News Talk Info AM 6.7 6.7% 2,853,400 191 $ 287 $ 1,923 24 $ 46,150 $ 10.06 All Radio Totals/AVG 6.4 365 287$ 1,837$ 48 88,166$ 10.06$
- 13. Google Search Recommendations Strategy Thoughts: • Media Benefits: From this paper, I have learned many benefits from each media type. Magazines for example, is a type of media that has a long shelf life. Many people keep their magazines month after month. It is a huge benefit because people are able to look through these magazines whenever and they are always around. Whether, they are stocked away with the rest of a magazine collection, or if they are around your doctor’s office you can always find the specific volume you are looking for either on an online database or within a library. I also believe they are a good way to reach out to a specific target audience. Most magazines are either based off of location or psychographic elements. San Diego Magazine and San Diego Health are both local magazines that help reach the target audience geographically. UltraRunning on the other hand, reaches out to the target audience by using psychographic elements. UltraRunning specifically targets competitive runners. Radio also has some benefits that are essential for media planning. Radio reaches all kinds of people. Although most radio stations are based off of location, it still narrows down the target audience to a specific location. In this case, Fleet Feet San Diego is located in San Diego. San Diego is a big city that only has a number of radio stations available for the public. So, it is nice to be able to reach out to the target audience based on location and format. Google Search has many benefits. The analytics is a huge benefit for this media type. Google analytics allows advertisers to see how effective their ads and keywords are by pushing a button. This is a huge benefit. It is also nice to see the cost right when choose Keywords / Keyphrases Cost per Click (CPC) Total Clicks per Month Number of Months Total Clicks Total Cost CPM (CPC) 5k san diego $ 1.81 3000 3 9000 $ 16,290 $ 1,810 marathon training $ 3.88 1500 3 4500 $ 17,460 $ 3,880 hydration pack $ 1.24 500 3 1500 $ 1,860 $ 1,240 sports bras $ 3.75 750 3 2250 $ 8,438 $ 3,750 running socks $ 2.50 1000 3 3000 $ 7,500 $ 2,500 plantar fasciitis $ 2.63 1500 3 4500 $ 11,835 $ 2,630 running apparel $ 1.76 365 3 1095 $ 1,927 $ 1,760 insoles $ 3.56 500 3 1500 $ 5,340 $ 3,560 san diego races $ 2.00 1000 3 3000 $ 6,000 $ 2,000 running watches $ 4.43 500 3 1500 $ 6,645 $ 4,430 san diego marathon $ 1.47 1500 3 4500 $ 6,615 $ 1,470 Google Totals/Avg $2.64 12115 36345 $89,910 $ 2,639