Uncle Dan's Media Plan

Uncle Dan’s Outdoor Store and Campers in Chicago Hayden Allee
 Target’s PsychographicSummary
- Enjoy camping
- Dedicate multiple days for camping
- Tend to purchase items such as flashlights or coolers
- Enjoy various forms of camping, car camping most popular
 Target’s Demographic Summary
- Gender: 55% male, 45% female
- Marital / Family status: 67% married, 25% single
- Age range: 34% between the ages of 25-44
- HH Income: 32% $100,00 +, 21% $25,000 - $49,000
 Target’s Geographic Location
- Chicago, IL
My media plan consists of research about campers and campers in Chicago specifically. The
research consists of three different areas: psychographic, demographic, and geographic. I
utilized various resources such as camping guides, websites, and media kits. The client, Uncle
Dan’s, offers a variety of outdoor equipment and clothing. Our target audience is campers in
Chicago, so that makes Uncle Dan’s the perfect outfitter for all their camping needs. Due to
this, Uncle Dan’s needs to advertise themselves to the audience. I recommended four different
media vehicles for Uncle Dan’s to advertise on: magazine, radio, Google, and e-newsletters.
This report will detail everything from research to the specific avenues of advertising to our
target audience.

Media Vehicle No. of Ads Total Cost CPM
Magazines
Outside Magazine 1 $ 23,410 $ 9.36
ChicagoMagazine 3 $ 54,930 $ 31.95
Magazine Totals 4 $ 78,340 $ 20.66
Radio
WUSN-FM 24 $ 42,768 $ 7.48
WEBG-FM 24 $ 23,770 $ 7.79
All radio Totals 48 $ 66,538 $ 7.63
Google No. of Clicks
Google Totals 92,250 $ 106,800 $ 1,615
E-Newsletters No. of Weeks
Chicago Magazine 12 $ 10,800 $ 450
E-NewslettersTotals 12 $ 10,800 $ 450
Totals/Averages $ 262,478 $ 523.44
Overview chart

Target Audience: Campers in Chicago
 PsychographicElements of Campers
Flashlights were the most popular purchase for camping gear was a flashlight.
(2017 American Camper Report) This shows that campers value flashlights when
camping. The next most popular purchase for campers was coolers, making flashlight
and coolers the most popular purchases for campers. (2017 American Camper Report)
Campers are planners, as most trips were planned an average of 25 days in advance.
(2017 American Camper Report) This shows the importance of advertising during the
months before camping is most popular, as our target audience will be looking to buy
gear.
Campers camp because they enjoy outdoor activities and camping is an outdoor
activity. So much so that the average amount of days spent camping was 14.5 days per
person. (2017 American Camper Report) It is important to look at all aspects of camping:
car, RV, or backpacking. In 2017, the most used method of camping was car camping
with a total of 27.7 million participants.
According to a pie chart on page 11 in the 2017 Camper Report, “88% of camping
participants also did other outdoor recreation activities besides camping.”(2017
American Camper Report) A vast majority of camping participants are participating in
other recreations such as, “fishing – 47%, outdoor cooking – 46%, hiking – 45%.” (2017
Camping Report) The 2018 Outdoor Recreation Participation Report also details that,
“the biggest motivator for outdoor participation was getting exercise.” (2018 Outdoor
Report) This is helpful as it also shows that those who participate in the outdoors also
do it for exercise, and not just recreation. Another section of the 2018 Outdoor

Recreation Participation Report, details through percentages that 56% of people also do
outdoor activities to be with family and friends. Showing that people value relationships
enough to do activities outside with each other.
On page 30 of the 2017 Camper Report this statistic is presented, “35% of
camping participants went to an outdoor store to buy gear without any online research
ahead of time.” (2017 Camping Report) This clearly shows that the target audience
wants an outdoor store to guide/direct them to the best purchase for their camping
gear. And even those who did check online beforehand still went to a brick and mortar
store to purchase their items, with “29%”(2017 Camping Report), of camping
participants doing so.
 Demographic Elements of Campers
Campers do not like to camp alone as, “67% married or living with a domestic
partner. 25% single” (Coleman Foundation). This is important because it shows a
majority of campers are in relationships and enjoy camping as an activity together. “55%
of campers are males, whereas 45% of campers are females.” (Coleman Foundation)
This is important information as it shows that there is not a significant majority between
either males or females. Based on the bar graph on page 8, “34% of campers are
between the ages of 25-44, 29% of campers are 45 years and older.” (Coleman
Foundation) This is pertinent information as it shows that at 25 years old and older,
camping becomes more popular. According to the bar graph on page 6 of the 2018
Outdoor Recreation Participation Report, “32% of campers earn more than $100,000
annually, with 21% of campers making between $25,000 - $49,999 annually.” (Outdoor

Foundation) This is significant to the advertiser because it shows that both high and low
job earners enjoy camping.
 Geographic Target: Chicago, IL
There are 9 different Uncle Dan’s brick and mortar stores spread out all
throughout the Chicago area. The state of Illinois is included in one of the highest
outdoor participation regions, “East North Central, US has a 16% outdoor participation
rate.” (2018 Outdoor Report) Uncle Dan’s has placed itself in an area surrounded by
outdoor enthusiasts. There are also many different woods and preserves throughout the
Chicago area, which attracts outdoor activities such as camping to the Chicago area.
Smart geographic locations for their stores helps them target their audience of campers.
For example, Uncle Dan’s has conveniently placed their Schaumberg location right next
to the Ned Brown Preserve (Busse Woods). Customers looking to camp at the preserve
can conveniently stop at Uncle Dan’s right before their camping adventure begins.
Uncle Dan’s Outdoor Store Company Profile
 Purpose, Mission and History
“Uncle Dan’s exists to offer bigger and better selections of quality outdoor
apparel and gear both in-store and online…” (udans.com/aboutus) Uncle Dan’s feels it is
their life mission to give the customer the best product and experience when shopping.
So much so that they are willing to merge/partner with other stores, such as Erehwon
and Rock/Creek, to eliminate competition and create a better experience for customers.
They are even willing to open nine different store fronts that are spread out all through
Chicago to ensure that each customer has a convenient and efficient shopping

experience. Uncle Dan’s originally started as an army navy surplus shop but sadly Dan
Weinberg (the originally owner) passed away. Brent Weiss and his brother decided to
take over the business and reconstruct it to an outdoors store, which is now recognized
nationally as a high-end outdoor shop and outfitter. Largely due to the knowledge and
dedication their employees have to benefitting the customers. Uncle Dan’s only hires
employees who are, “ready to do whatever it takes to get you geared up for a big trip...”
(udans.com/aboutus)
 Products
Uncle Dan’s carries a wide array of products, from apparel to outdoor equipment
and to tailgating gear. Campers usually look to buy tents, clothing, and cooking ware, all
of which Uncle Dan’s conveniently carries! Specifically within their camping section they
carry: tents, backpacks, maps & guides, dog gear, cooking ware, sleeping bags, camp
furniture, lighting, water bottles, and eye-wear. (udans.com) Campers are also going to
need portable storage such as backpacks, and Uncle Dan’s has them. Starting at $20.95
up to $280.00 with 91 different variations from hip packs up to high end backpacks,
Uncle Dan’s carries a wide range that will be fit the customer’s needs. (udans.com)
Campers will also need tents or some form of shelter, and Uncle Dan’s carries these
items, 58 of them to be exact, starting at $139.95 to $499.95. Ranging from singular
sized tents to all the way up to family sizes. Uncle Dan’s offers a variety of tents/shelters
to meet the need of the buyers.
Looking at Uncle Dan’s competitor, REI, they have 203 different backpack
selections ranging from $59.73 to $549.00. (www.rei.com/backpacks) Specifically

comparing the highest priced backpacks from each store, Uncle Dan’s comes in at
$280.00 whereas REI comes in at $549.00 (links to both products in works cited).
REI’s has 90 different selections of camping tents whereas Uncle Dan’s has 59.
The highest priced camping tent from REI is $2,895.00 compared to Uncle Dan’s $499.95
highest priced tent. Granted they are both different kind of camping tents, they both fall
under the category of ‘camping’ (links to both products in works cited).
 Locations
Uncle Dan’s has 9 different brick and mortar stores, and 8 in the immediate Chicago area
(figure 1. Uncle Dan’s also has a store in Milwaukee (figure 2), which is North of the Chicago
area. With these various locations, Uncle Dan’s has conveniently placed themselves next to
many nature preserves and also Lake Michigan, which attract campers and not just campers,
but people who enjoy outdoor activities such as fishing or boating.
Figure 1 Figure 2

Why Campers are the Perfect Target for Uncle Dan’s
Campers are the perfect target for Uncle Dan’s because Chicago is ripe of opportunities
for Chicagoans to utilize Uncle Dan’s products. With many preserves and wooded areas
surrounding the Chicago area, campers are going to need tents, cooking ware, flashlights, water
bottles, and much more. And Uncle Dan’s offers these products and they only offer quality
products on top of that. Campers are also perfect for Uncle Dan’s because 35% of people do
not do online research before coming into the store. So Uncle Dan’s carries a straightforward,
quality selection of items that benefits the customers. And they also have employees that are
knowledgeable and well equipped to help direct un-educated buyers to the right products.
Ultimately, this can only be done if Uncle Dan’s strategically caters and markets to the campers
in Chicago. And that is exactly what they are doing with their strategic store locations.
Media Plan Recommendations
Magazine Recommendations
Magazine Name: Chicago Magazine
 Rationale: This magazine makes sense because our target audience is located in
Chicago and Chicago Magazine is distributed in Chicago. The benefit of using
magazine is the long shelf life, as Chicago Magazine operates on monthly
distribution compared to some magazines on a weekly basis. Chicago campers
are reading this magazine because Chicago Magazine is located in Chicago, the
same place as our target audience.
 Ad size and position: I chose an ad size of 1 page on the back page for Chicago
Magazine. I am making this recommendation because I feel it will reach people
better than what a 1/6 page ad will.

 Ad cost: The cost per ad is $18,310 which makes the total cost after three
insertions to be $54,930.
 CPM: The CPM (Cost per Thousand) for Chicago Magazine is $31.95. This
compares to Outside Magazine’s CPM which is $9.36. The two radio station
recommended are WUSN - FM and WEBG – FM. WUSN’s CPM is $7.48 and
WEBG’s CPM is $7.79. The radio CPM’s are characteristically cheaper than
Chicago Magazine but are within a few dollars of Outside Magazine.
Magazine Name: Outside Magazine
 Rationale: This magazine makes sense for us to advertise on due to the content
within the magazine. Our target audience is campers in Chicago and the
magazine highlights outdoor activities, which includes camping, thus, making
Outside Magazine a necessity to advertise in. An advantage of magazine
compared to other media types is the material factor. People value the ability to
physically hold the advertisement as it brings comfort/reassurance compared to
something like a radio ad where it is all audible.
 Ad size and position: I recommend a 1/6th size ad in the magazine on the inside
cover. I am recommending putting at least something within the magazine due
to its ability to reach an audience. I am not recommending a bigger ad because I
do not feel it reaches our specific target audience like Chicago Magazine does.
 Ad cost: The ad will cost a total of $23, 410 and since we are doing only 1
insertion the cost per ad is also $23, 410.
 CPM: The CPM of Outside Magazine is $9.36, and while this is exponentially
cheaper than Chicago that does not mean it is a better buy. Outside is cheaper
but it does not meet our target audience as directly as Chicago does, so it makes
the higher CPM with Chicago worth it. In comparison to the radio CPM’s of
WUSN - FM and WEBG – FM. WUSN’s CPM is $7.48 and WEBG’s CPM is $7.79, it
is important to emphasize the catch 22 with CPM once again. While the radio
CPM’s are close to Outside, and are cheaper, that does not mean they are the

best media type. But in monetary comparison, Outside Magazine and both radio
station’s CPM’s are within a few dollar similarity.
Radio Recommendations
Radio Choices
 Format: I chose country as the format for the radio ads. According to Katz Radio
Group (www.krgspec.com), country has a close to even split between male and
female listeners. Which matches our target audience in Chicago, as there is a
very proportional split of male to female campers as well, “55% of campers are
males, whereas 45% of campers are females.” (Coleman Foundation) Through
the country genre, I feel it provides a good circumstance to reach the target
audience.
 Days and Daypart: I picked to run the ads during both am and pm dayparts. Due
to the fact that the majority of our target audience are within the age range of
working 9 to 5 jobs. “34% of campers are between the ages of 25-44, 29% of
campers are 45 years and older.” (Coleman Foundation)This creates a great
time, place, and circumstance for us to advertise during their commutes to and
from work while in the car. We will be running ads on Monday mornings and
Friday afternoons, as it will reinforce the message at both the beginning and end
of the work week.
 Insertions: There will be a total of 48 insertions in combination of the two radio
stations. There will be eight ads per day with an ad an hour, in the respective
dayparts of the two stations. In the decision making stage, I found radio is
Magazine Name
Cost Per
Ad
Ad Size
Ad
Position
Number of
Insertions
Total
Campaign
Cost
Circulation
(000)
Pass
Along
Rate
Total
Audience
(000)
CPM
OutsideMagazine
$ 23,410
1 / 6
page
Inside 1 $ 23,410 675 3.7 2,500 $ 9.36
Chicago Magazine
$ 18,310 1 page
Back
Cover
3 $ 54,930 120 4.8 573 $ 31.95
Totals $ 20,860 4 $ 78,340 3,073 $ 20.66

effective but wanted to save capital for other media vehicles that are better
suited for our audience. Therefore, I put up enough capital to utilize radio
effectively to where advertising would not be a loss of expense but still saves
money for other avenues.
Chosen Daypart pm pm pm
Number of hours per daypart 4 4 4
Number of ads per hour 2 1 1
Total Number of ads per day 8 4 4
Days per week ad runs 2 2 1
Nuber of weeks your radio ads will run 12 12 6
Total number of ad days for campaign 24 24 6
Total number of insertions 192 96 24
Station No. 1
 Name / Call letters of station, and its format: WUSN-FM, Country
 Reason: I chose this specific station due to its ratings in comparison to other
country competitors in the area. By utilizing the most popular station it creates a
more effective use of our money to reach our audience.
 Cost per ad: The cost per ad will be $1,782. I calculated this price by multiplying
the station rating * the Cost per point (CPP). I synthesized this information from
(Nielson.com) and (SRDS SQAD) resources, found on the support page.
 CPM: The CPM for this station is $7.48. In comparison to the other radio stage,
WEBG-FM, it is 31 cents cheaper as WEBG-FM’s CPM is $7.79. In comparison to
the magazines I recommended above, WUSN’s CPM is cheaper than both
Chicago and Outside magazines.
Station No. 2
 Name / Call letters of station, and its format: WEBG-FM, Country

 Reason: I found the genre country to fit the target audience the best due to its
high ratings and the demographics of the listeners found on (krgspec.com).
Beings that I already used the highest rated country station, I decided to follow it
up with the second highest rated country station in the Chicago area.
 Cost per ad: The cost per ad on this station is cheaper than the previous station,
coming in at $990 per ad. I calculated this by multiplying the station rating * the
cost per point (CPP). I gather the information from (Nielson.com) and the (SRDS
SQAD) resources, found on the support page.
 CPM: The CPM for WEBG – FM is $7.79. In comparison to WUSN – FM, the
station is 31 cents more expensive. In comparison to the magazines mentioned
above, WEBG – FM’s CPM is cheaper than both Chicago and Outside Magazines
Radio Station Format Daypart Rating Rating %
Persons
12+ in
Market
Listeners of
station (000)
Cost per
point
(CPP)
Cost per
:60 ad
No. of
insertions
Total cost
CPM
(Listeners)
WUSN-FM Country PM 3 3.0% 7,945,800 238 $ 594 $ 1,782 24 $ 42,768 $ 7.48
WEBG-FM Country AM 1.6 1.6% 7,945,800 127 $ 619 $ 990 24 $ 23,770 $ 7.79
Totals 2.3 366 $ 607 $ 1,386 48 $ 66,538 $ 7.63
Google Keyword Recommendations
 Keyword list:
o Camping tents
o Tents for sale
o Hiking near me
o Campgrounds near me
o Appalachian Trail
o Campsites
o Beach Camping
o Family Tent
o Sleeping Bag Liner
o Toddler Sleeping Bag

o Camping Gear
 Rationale: I found Google Ads to be the best opportunity to utilize time, place,
and circumstance with our target audience. Our target audience fulfills the time
aspect due to how integrated the internet has become into our everyday lives.
They are readily available with the power of the internet and the connectivity it
brings. The place aspect is fulfilled because they are looking for
answers/solutions to their problem, so they utilize the internet. And
circumstance is fulfilled due to the reality that they are using the internet, this is
a perfect time to advertise as they are spending time researching. Due to seeing
the value of Google Ads, I put the majority of the budget towards Google Ads.
I chose these keywords due to three different factors. First, I looked at
the average monthly searches and looked at which searches had higher
engagements. If they did not have high engagement I did not select them as
keywords. Next, I looked at the high of page bid numbers and sorted out
keywords that were either too expensive or too cheap in value. Finally, I made
groups of keywords that were similar but yet still had high engagement. The
thought process being to heavily advertise certain groups to ensure higher
engagement with ads, rather than a random combination of keywords with no
relation to each other.
I categorized two main groups for the Google Ads: gear related and
geographical related. I categorized all the gear searches into one, ex. Camping
tents, tents for sale, camping gear. Then, I categorized keywords into popular
geographical searches that the people in Chicago researched. Ex. Campsites,
beach camping, campgrounds near me, Appalachian trails.
 Most expensive keyword: The most expensive keyword was ‘Campgrounds near
me’ at $3.57 and the least expensive was ‘Family tent’ at $.55. ‘Campgrounds
near me’ is so expensive due to a few factors. First is the total amount of clicks
which was 1,000, next is the amount of months advertised which was 3. Finally,
is the total clicks per month. Once all of these factors have been calculated for, it

results in a rather pricy keyword. The other keywords are not as expensive
because either the cost per click was low, there were not as many clicks per
month, amount of clicks, or there was a different amount of months utilized.
E-Newsletter Recommendations
 Newsletter type: Chicago Magazine, Chicago Guide
 Ad type: 480 x 60 banner
 Newsletter Type Rationale: I chose this newsletter because I though it created a
perfect time, place, and circumstance to our target audience. And Chicago Guide
has 23,900 + subscribers and provides the perfect combination of local appeal
and subscription want.
 Ad type Rationale: The newsletter only sends content to people who sign up for
it and it has a strong local appeal due to its subscriber count. The ads will be
targeted at willing individuals who are expecting the content the ad is
Keywords / Keyphrases
Cost Per
Click (CPC)
Total Clicks
per Month
Number of
Months
Total Clicks Total Cost CPM(CPC)
Camping tents 0.75$ 10,000 3 30,000 22,500$ 750.00$
Tents for sale 1.07$ 5,000 3 15,000 16,050$ 1,070.00$
Hiking near me 2.00$ 1,000 3 3,000 6,000$ 2,000.00$
Campgrounds near me 3.57$ 1,000 3 3,000 10,710$ 3,570.00$
Appalachian Trail 2.00$ 750 3 2,250 4,500$ 2,000.00$
Campsites 2.21$ 1,000 3 3,000 6,630$ 2,210.00$
Beach Camping 1.55$ 1,000 3 3,000 4,650$ 1,550.00$
Family Tent 0.55$ 5,000 3 15000 8,250$ 550.00$
Sleeping Bag Liner 1.10$ 1,000 3 3000 3,300$ 1,100.00$
Toddler Sleeping Bag 1.27$ 1,000 3 3000 3,810$ 1,270.00$
Camping Gear 1.70$ 4,000 3 12000 20,400$ 1,700.00$
Total / Averages 1.62$ 30,750 92,250 106,800$ 1,615$

promoting. This creates a perfect reason to utilize E-Newsletters for our target
audience in Chicago.
Strategy Thoughts
 Budget & CPM: CPM means cost per thousand. It is used to evaluate media
recommendations and to measure the cost effectiveness of reaching people. In
magazines the CPM’s were $9.36 for Outside Magazine and $31.95 for Chicago
Magazine. In radio the CPM’s were $7.48 for WUSN-FM and $7.79 for WEBG –
FM. In Google the average CPM was $1,615, since each keyword varied in CPM
amounts by thousands of dollars I included the average. In E-Newsletter the CPM
was $450 total. The media type which offers the best bang for your buck is radio,
as it has the lowest CPM and a strong local influence in the Chicago area. Next
up I would say Google has the best bang for your buck although it is more
expensive, but the cost is worth the timely placement and spread of ads that
Google provides.
 Media Benefits: From this paper, I’ve learned about the benefits of Google Ads
in comparison to radio ads. Google Ads are timely, seen solely by people looking
for gear that Uncle Dan’s carries (which creates an active audience, rather than a
passive audience in vehicles driving to work.) I’ve also learned the benefits of
magazines over e-newsletters. Magazines allow the ads to become material and
have a long shelf life. But with e-newsletters it is easy for our audience to miss
the ad, which results in a waste of capital on the advertisers.
Source Newsletter Type of Ad Cost Per Ad Number of Weeks Total Campaign Cost Circulation CPM
Chicago Magazine Chicago Guide 468x60 Banner 900$ 12 10,800$ 24,000 450$
Totals / Averages 900$ 10,800$ 450$

Works Cited
1. “Uncle Dan's Outfitters - Outdoor Gear for Every Adventure.” Uncle Dans,
www.udans.com/.
2. “About Us.” Uncle Dans, www.udans.com/Who-we-are.
3. “Meet Brent Weiss of Uncle Dan's The Great Outdoor Store in Lincoln Square and
Lakeview.” Voyage Chicago | Chicago City Guide, 31 May 2017,
voyagechicago.com/interview/meet-brent-weiss-uncle-dans-great-outddor-store-lincoln-
square-lakeview/.
4. “Uncle Dan's - Locations.” Uncle Dans, www.udans.com/locations.
5. Powell, AJ. “The 28 Best Outdoor Stores in America.” Gear Patrol, Gear Patrol, 13 Jan.
2018, gearpatrol.com/2018/01/13/best-outdoor-stores-america/.
6. Steele, Lauren. “Best Outdoor Gear Stores and Outfitters in America.” Men's Journal, 4
Dec. 2017, www.mensjournal.com/gear/the-best-gear-stores-in-america-20150512/wild-
iris-mountain-sports-lander-wy/.
7. The Outdoor Foundation. “2018 Oudoor Recreation Participation.” 2018. PDF file.
8. The Coleman Company, Inc.. “2017 American Camper Report.” 2017. PDF file.
9. Backpacks” – REI, www.rei.com/backpacks
10. “Arcteryx” – REI, https://www.rei.com/product/111709/arcteryx-bora-ar-63-pack-mens
11. “Backpacks.”Uncle Dans, https://www.udans.com/activity/camp-
hike/backpacks/pricelevel5/269.28to280.00
12. “Copper Spur” Uncle Dans, https://www.udans.com/Copper-Spur-Ul-3-Person-Orange-
TCS314
13. “Tepui Tents” – REI, https://www.rei.com/product/153194/tepui-tents-hybox-tent
14. “2019 Outside Media Kit”
15. “Chicago Magazine 2019 Media Kit”
16. “Chicago Magazine 2019 Editorial Calendar”
17. “Chicago Magazine 2018 Ad Rates”
18. “Tops of 2017: Audio” Nielson, www.nielson.com, 12 Dec. 2017,
https://www.nielsen.com/us/en/insights/news/2017/tops-of-2017-audio.html
19. “Katz Radio Group” Katz Radio Group, http://www.krgspec.com/, 14 Apr. 2019
20. “Nielson Topline Ratings for Subscrbing Radio Stations” Nielson, www.nielson.com, 14
Apr. 2019, https://tlr.nielsen.com/tlr/public/market.do?method=loadAllMarket
21. “SQAD Spot Radio Cost-Per-Point Estimates” SQAD, resource

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