This is the proposed hypothetical media plan for a campaign that my group made to raise awareness for the University Center.

1. UNIVERSITYCENTER
2015 MEDIA PLAN
ALICIACOYNE ASHLEYBOTT LIZAMCCANN• •

2. TABLEOFCONTENTS
INFLUENCING CONDITIONS
MEDIA STATEGY
MEDIA OBJECTIVES
THE MIX
Brand..........................................................................3
Campaign Objectives...........................................3
Target Audience.....................................................4
Geography...............................................................4
Competition............................................................4
Timing........................................................................5
Market Opportunities..........................................5
Budget.......................................................................5
Target Audience....................................................6
Geographical Coverage......................................6
Scheduling and Budget......................................6
Creative Implications...........................................6
Media Strategy......................................................7
Media Mix................................................................7
Television...........................................................8,9
Radio.................................................................9,10
Magazine.............................................................11
Online...................................................................12
Social Media.......................................................12
Digital Radio.......................................................13
Guerilla.................................................................13
Out of Home......................................................14
BUDGET SUMMARY .......................15

3. INFLUENCINGCONDITIONS
BRAND
University Center has a wide variety of degree programs that
are conveniently located in Sioux Falls and allows students to
attain a degree without putting their lives on hold. University
Center offers flexible and affordable degrees that are offered
through six South Dakota universities, located in one place.
CAMPAIGN OBJECTIVES
The objective of this campaign is to create an effective mixture of media that will help
promote the University Center and its benefits, in turn increasing enrollment. The
campaign is targeted at adults ages 18-34 in the Sioux Falls metro area and a 30-mile
radius.

4. TARGET AUDIENCE
TRADITIONAL STUDENTS
18-20, straight out of high
school
Qualities: unsure, excited,
other priorities keeping them
in Sioux Falls
NEW“NON-TRAD”STUDENTS
Variety of age groups
Qualities: independent, strong, curious,
fun, smart, working and determined to
earn a degree
COMPETITION
GEOGRAPHY
The campaign will be
concentrated around the
Sioux Falls metro area and
surrounding towns with
populations over 2,000
people.
SURROUNDING TOWN POPULATIONS
Harrisburg - 2,861 people
Dell Rapids- 3,728 people
Brandon- 9,531 people
Canton- 3,724
Flandreau- 2,301
Tea- 4,427 people
Hartford- 2,926 people
Thirty-seven percent of enrollees only considered University Center when choosing
where to attend college. Our target demographic will be targeted by other 4-year
degrees located in and around Sioux Falls as well as 2-year programs for students not
interested in the full commitment of attending a university or college degree
program.
Competition includes
• Southeast Technical Institute
• University of Sioux Falls
• Augustana College
• South Dakota State University
• University of South Dakota
• Northern State University
• Killian Community College
• Dakota State University

5. TIMING
MARKET OPPORTUNITIES
The campaign will target students beginning in April when graduation time is
approaching and then will continue until the last week in August when fall classes
begin. The advertising will become more dense throughout the summer as the
deadline to enroll approaches. Key dates include:
• April 13th- Open Registration
• August 24th- Confirmation Deadline
• August 25th- Fall Classes Begin
Television remains a consistent leader when reaching people effectively.
• There are 262,520 homes with televisions in Sioux falls
• 57.8% have cable
Radio is an effective media outlet, reaching people as they commute to and from work
or school.
• HOT 104.7 • KRRO 103.7 • Big Country 92.5
The target market spends much of their time on their mobile devices, thus making
online advertisements on local news sources as well as social media accounts effective
when reaching them.
• Facebook
• Twitter
Sioux Falls brings in many people during the summer months at events hosted
throughout the community. Being a presence at these events will be a vital addition the
media mix.
• 605 Classic (June 19-20)
• Sioux Empire Fair (July 31-August 6)
• College career fairs (May)
• Jazz Fest (July 16-18)
BUDGET
The total budget is $250,000. We scheduled $241,288. The rest of the money will be
allocated to extra unplanned expenses that arise throughout the campaign.

6. MEDIAOBJECTIVES
TARGET AUDIENCE
GEOGRAPHICAL COVERAGE
SCHEDULING AND BUDGET
CREATIVE IMPLICATIONS
Direct advertising towards potential enrollees of the University Center in the two
selected demographics of traditional students and “non-trad”students through the
most effective mixture of media.
Ensure the media plan reaches a 30-mile radius of our target market. Our primary target
will be the Sioux Falls metro area. The secondary target is surrounding towns with a
population of 3,000 people or higher.
Deliver advertising beginning in April using lower reach/frequency and around 30% of
the budget. Increase advertising starting in July and use higher reach/frequency and
the remaining 70% of the budget due to the approaching confirmation deadline.
• April 13th - Open registration
• August 24th - Confirmation deadline
• August 25th - Fall classes start
• Students typically make the last minute decision to enroll
Direct advertising towards potential enrollees of the University Center in the two
selected demographics of traditional students and “non-trad”students through the
most effective mixture of media.

7. MEDIA STRATEGY
MEDIA MIX
The University Center media mix will include television, radio, social media, Pandora and Spotify,
online display advertisements, magazine, digital billboards, and guerilla marketing efforts. This
mix will be implemented through April-August. Each will be used during the week at the most
effective time. The information is introduced early on in the months of April and May to begin
gaining exposure. Gradually, the advertising increases during June and July and will end strong
in August when registration ends and classes begin. The media selected for this campaign was
chosen to emphasize the flexibility and benefits of University Center as well as important dates
to remember as enrollment deadlines approach. The media mix works together to build
awareness and ends with the highest amount of exposure when students are most likely to make
the decision to enroll.

8. TELEVISION
WHY TELEVISION?
Local Television
Midcontinent reaches 54,200 people in the Sioux Falls area, which is around 53% of
households. Advertising on cable networks reaches the target demographic when they are
tuning into current events in the Sioux Falls area.
According to the Hearst Television Study on the Unique and Powerful Selling
Proposition of Local Television News, 73% agree that watching Local Television News is
an essential part of their lives.
•
Broadcast Television
Although broadcast television is more expensive, it has a broader reach than advertising on
local cable television. Since the campaign is local, cable television will take precedence but
advertising via broadcast is still a vital part of the media mix.
DAYPARTS
It will be most effective to advertise during the
Prime Access, PrimeTime, and Late News
dayparts on both cable networks and broadcast
networks.These times have the highest ratings
among our target demographic and will be
most effective when trying to reach them.
Placing more advertising during the months of
July and August will reach the target audience
when they are most likely to take action and
enroll at the University Center.
UNIT SIZE
30-second spots will be played on various
networks at various times during the day.
NETWORKS
The following cable networks are successful in reaching the target audience of 18-34 year
olds, which fell within the network profile ages of 18-54.
•E!
•BRAVO
•ESPN
•MTV

9. TELEVISION (continued)
SUMMARY

10. RADIO
WHY RADIO?
Radio is a vital media tool in the Sioux Falls and surrounding area. It is important to advertise
via the radio because the target demographic will most likely be driving to and from work or
school during specific parts of the day, and the stations that have been selected are those
that reach the target audience the best.
STATIONS
BIG COUNTRY 92.5
• Country music
• Adults 25-54
HOT 104.7
• Mainstream Top 40 music
• Adults 18-49
KRRO 103.7
• Rock music
• Adults 18-44
Radio station selection is based on the highest listenership amongst the target
demographic in the Sioux Falls area.
SIZE
30-second ads will be just enough to deliver the message
while not boring listeners with an advertisement containing
too much information at one time.
FORMATS AND DAYPARTS
Advertise on Hot 104.7 during specified 2-hour time slots between the hours of 7-9am as well
as from 4-6pm. The pricing of Hot 104.7 is $37 per slot.
KRRO 103.7 is pricy during the morning commute and reasonable and equally effective to
advertise during the afternoon commute. Placing advertisements during the 3-8pm time slot
will cost $44 per slot.
Big Country 92.5 has the highest amount of listeners during the morning commute. Placing
advertisements between the hours of 5-10am costs $54 per slot.
RADIO PROMOTIONS
Radio talent will promote day-of-event giveaways where the first 100 people to stop at
the University Center booth will receive a free prize. (See OOH for details)

11. RADIO SCHEDULING STRATEGY AND COST

12. MAGAZINE
WHY MAGAZINES?
The campaign could reach a high percentage of the target audience by advertising through
magazine. According to 605 Magazine, 77% of their readers look at the advertisements on
the page when they are reading an article. Also, 74% of the readers of 605 Magazine are
between the ages 18-34, which falls right into the target age group. Magazine will be a
valuable medium to implement due to their long shelf life and flexibility with
advertisements.
605 MAGAZINE
605 Magazine offers a print copy as well as
an online copy of their issues. According to
their website, 30% of their readers pick up
the print copy and read it online. 605
Magazine also has a strong existence in
social media, with over 12,200 followers on
Facebook, Twitter and Instagram they
would reach the target audience. With their
overall presence online, 605 Magazine
would tie in and compliment the digital
advertising for this campaign.
COST AND SCHEDULING
The advertisements will run during the May, June, July and August issues. Advertising on
the back cover is slightly more expensive but it has the potential to be effective and can
draw in more attention.

13. ONLINE ADVERTISING
SOCIAL MEDIA
WHY DIGITAL?
The target audience tends to use online news sources instead of reading the actual
newspaper or watching the news on TV. A total of 4,000,493 people will be reached by
Keloland and 1,748,000 people will be reached by Argus Leader monthly on both desktop
and mobile devices. It is important to advertise on both sites because the target
demographic is seeking convenience and accessibility to news on the go.
SUMMARY
Digital banner advertisements are effective but are not the highest priority, therefore the
flights are somewhat low. Since the CPM for a Keloland Banner advertisement is $5 and only
$500 per ad, the campaign will incorporate flights for the last two weeks in June, the whole
month of July and the first three weeks in August before the application deadline. Since the
Argus Leader homepage pushdowns are $1600 per day with a $9 CPM, only two ads will be
placed in August, the day before the deadline, and the day of the deadline.
FACEBOOK
Facebook has mastered the way advertisements are placed to reach specific demographics
in a specific area. The target market is spending a lot of time on Facebook, both on mobile
devices and desktops. A campaign that promotes enrollment at University Center from the
beginning of May until the last day to enroll is estimated to reach 840-2,200 people ages
18-24 daily with a budget of $350 dollars.
TWITTER
Twitter proves to be an increasingly popular form of media for people ages 18-34. Twitter
provides real time news and current events, unlike other social media platforms. The
advertisements appear in peoples’stream of tweets which increases engagement because
most of the time, viewers aren’t aware that the tweets are even sponsored. Twitter lets you
choose the amount that you want to spend over a period of time and from that, it will
dictate how many ads are placed. In consideration of the Facebook budget, we matched the
$350 to be spent on a Twitter campaign.

14. GUERILLA TACTICS
DIGITAL RADIO
WHY GUERILLA?
The guerilla marketing strategies that will be most effective and efficient will include
handing out blankets to the first 100 people to visit a University Center booth at an event,
such as the fair. At a career day, water bottles could be given out that are all printed with the
University Center on it. Other place-based opportunities are Jazzfest and 605 Classic. These
are all great opportunities for reaching the target audience.
COSTS AND IMPLEMENTATION
Promoting University Center at events will engage
a large audience, including the specific target
audience. By having booths at Jazz Fest, the 605
Classic and the Sioux Empire Fair and giving away
SWAG to the first 100 people who visit, it will
generate excitement towards the campaign. People
who receive the SWAG will promote University
Center every time they use the promotional
product. We estimated $500 in booth costs, 300
blankets with UC logos on them at $2,348 and 500
water bottles for career days that cost $1940.
WHY DIGITAL RADIO?
Many people ages 18-24 are not listening to local radio stations for leisure except for the
commute to and from school or work. Instead, people are tuning into online music options,
where they have personalized radio stations and playlists that they have created, where
personalized advertisements reach specific demographics. This will help reach the specific
target demographic of University Center.
COST AND PLACEMENT
The average net cost for advertising on both Spotify and Pandora is $13, making the gross
cost $15.29. Digital radio is relevant in the target audience’s daily life so it is worth the cost.
Considering there are approximately around 40,000 people in the Sioux Falls market that are
between the ages of 18-34 and according to their website, Spotify reaches around 46% of
this age group, we are going to try and reach 80,000 impressions a month. This will cost for
each digital radio station is $1,223 a month for the 5 month period, totaling in $6,116. The
combined total of both Pandora and Spotify will be $12,232.

15. WHY OUT OF HOME?
The University Center target audience has an on-the-go lifestyle and out of home
advertising markets to that. The use of digital billboards will reach those traveling in, out,
and around the Sioux Falls area. The use of a mall backlit panel will reach a large percent of
the target audience because it is a popular social hub.
DIGITAL BILLBOARDS
Outdoor digital billboards will offer flexible,
time-sensitive, targeted and efficient
advertisements placed within the Sioux Falls
market. The two digital billboards will be
displayed May-August and will cost $4,512 per
4-week period, totaling in $18,048.
MALL BACKLIT PANEL
Beyond a retail experience, malls have
become community centers for social
activities and attract many throughout the
population. A mall backlit panel will offer the
opportunity for University Center to be a part
of that experience. It will reach the target
market effectively and efficiently. The panel
will be displayed May-August and cost $940
per panel per month, totaling at $3,760.
PERMANENT BILLBOARDS
Outdoor billboards are an effective strategy
because they can be placed in high-traffic areas
where people will see them. Using billboards for
the duration of the media campaign ensure they
will be noticed and become a daily reminder for
those traveling by regularly. Three billboards will
be displayed May-August and will cost $3,655 per
4-week period each, totaling in $43,860.
OUT OF HOME

16. Budget
BUDGETSUMMARY
SUMMARY
The total budget is $250,000, in which we scheduled $241,288. The rest of the money will
be allocated to extra unplanned expenses that arise throughout the campaign.
• Television: $124,880
• Magazine: $6,400
• Digital: $7,700
• Radio: $18,860
• Digital Radio: $12,232
• Social Media: $700
• Out of Home: $65,668
• Guerilla: $4,788