Alcatraz Media Plan
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Transcript of Alcatraz Media Plan
“Rock The Rock Music Festival” Media PlanMarcelina WardApril 27, 2011
Goals
• Sell tickets to the “Rock The Rock Music Festival”
Objectives
• Drive sales online • Build awareness of event and charity • Drive donations to charity • Create buzz around event, bands, celebrities
Strategies
• Partner with sites that match and reach out to target audience • Reach consumers that regularly make charitable donations • Reach consumers that have recently purchased event tickets within last 6 months • Reach consumers that regularly attend high profile events • Reach consumers when they are in a music mind set (listening to music, reading music news, etc.) • Reach consumers when they are browsing online
R o c k T h e R o c k M u s i c F e s t i v a l J u n e 9 - 1 0 , 2 0 1 1
Planning Parameters
Budget: $1 Million
Target Audience: Research Target - A25-54 HHI $75K+ Purchased event tickets in last 6 months
Expanded Target - A25-54 HHI $250K+ Live in wealthy area/neighborhoods Work in corporate world Married with children Belong to exclusive clubs Drive expensive, luxury cars Travel frequently Attends charity and high profile events Buys designer and high end brands Dines and seeks out fine restaurants, bars, and venues Season ticket holder (sports, music, cultural)
Flight Dates: January 1, 2012 - February 15, 2012 (build awareness of event) February 13, 2012 - June 9, 2012 (high impact launch for ticket sales, continuity)
R o c k T h e R o c k M u s i c F e s t i v a l J u n e 9 - 1 0 , 2 0 1 1
Geography: National (emphasis on west/east coast and major cities)
Media Vehicle: Online
Ad Units: Leaderboard, Medium Square, Roadblock, Pre-Roll, Wallpaper, Custom Content
R o c k T h e R o c k M u s i c F e s t i v a l J u n e 9 - 1 0 , 2 0 1 1
Success Measurements/ KPIs
• Selling out event • Reaching specific number of ticket sales in first month of ticket launch • Reaching specific target and selling specific percentage of tickets to this audience • Success on sites • Click-thru-rate • User engagement in custom content • Specific number of impressions per day, month, length of advertising
R o c k T h e R o c k M u s i c F e s t i v a l J u n e 9 - 1 0 , 2 0 1 1
Research to Support Target
Capgemini/Merrill Lynch’s World Wealth Report 2008 made the following observation about luxury travel:
High Net Worth Individuals want to purchase exclusive experiences as a way to differentiate themselves... whether it’s an impromptu trip to Italy to race a Ferrari, Lamborghini and several Porsches from Florence to Petrofina, or a three-week adventure across the world the world with stops in some of the world’s most exotic locales, Ultra-[HNWIs] are ready to spend large sums of money to ‘live the dream’ in the most luxurious conditions.
Bundle: How America Spends - Travel & Leisure http://money.bundle.com/article/Infographic-2010-Travel-and-Leisure-Report-12005
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Some 6% of all millionaire households are in California, with Los Angeles being the home to half of them.
Capgemini 2010 U.S. Metro Wealth Index http://www.alleconomicsislocal.com/all_economics_is_local/2010/08/capgemini-announces-2010-us-metro-wealth-index.html
Mintel Report (Lifestyles of High Net Worth Individuals - US, August 2008)
R o c k T h e R o c k M u s i c F e s t i v a l J u n e 9 - 1 0 , 2 0 1 1
Mintel Report (Lifestyles of High Net Worth Individuals - US, August 2008)
R o c k T h e R o c k M u s i c F e s t i v a l J u n e 9 - 1 0 , 2 0 1 1
Bundle: How America Spends - Entertainment http://money.bundle.com/article/infographic-entertainment-spending-in-the-big-12093
Out-of-home entertainment spending on the increase for families with children (October 2010) http://www.whitehutchinson.com/news/lenews/2010_october/article105.shtml
R o c k T h e R o c k M u s i c F e s t i v a l J u n e 9 - 1 0 , 2 0 1 1
Recommended Sites
• CNN Entertainment • Yahoo! Music • Ticketmaster • New York Times • Spin • Daily Candy
R o c k T h e R o c k M u s i c F e s t i v a l J u n e 9 - 1 0 , 2 0 1 1
CNN Entertainment
• Site reaches affluent, business minded individuals and is on point with target psychographics and demographics • Reaches target when they are specifically browsing or searching for entertainment type news • CNN Entertainment delivers factual entertainment news along with celebrity gossip which is more relevant to the target
Reach/Coverage: 907,000/10.7 Comp/Index: 15.7/299
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Yahoo! Music
• Specific section within the Yahoo! site that focuses solely on the subject of music and music related content • Specifically targeting consumers when music is the focus of their attention • Allows for custom content
Wallpaper
Custom Content
Reach/Coverage: 1,041,000/12.3 Comp/Index: 7.2/137
R o c k T h e R o c k M u s i c F e s t i v a l J u n e 9 - 1 0 , 2 0 1 1
Ticketmaster
• Most popular site for buying event tickets • Mintel research indicates that over 50% of people purchased concert tickets through this website • Offers specific event information, allowing consumers to purchase tickets for specific seats • Music and purchasing tickets is on forefront of consumers mind when on site and allows them to search for information as well as purchase tickets within one single site
Reach/Coverage: 961,000/11.3 Comp/Index: 10/191
R o c k T h e R o c k M u s i c F e s t i v a l J u n e 9 - 1 0 , 2 0 1 1
New York Times
• Popular news source for current events in the United States • Attracts individuals that meet the target psychographics and demographics • Specific sections of site cater to Art, Music, and Cultural Events • Even though it is mostly New York focused, there is a section for Bay Area news • Readership stretches across the US and reaches like minded, affluent individuals in major cities across the nation
Reach/Coverage: 1,513,000/17.8 Comp/Index: 10.2/194
R o c k T h e R o c k M u s i c F e s t i v a l J u n e 9 - 1 0 , 2 0 1 1
Spin
• Targets people when they are in the mind set of music and music related news and content • Reaches target geography and purchase habits • Reaches out to younger half of demographic (25-54) • While delivering content similar to other music news sources, Spin has a edgy, outgoing attitude that relates to its consumers
Reach/Coverage: 75,000/0.9 Comp/Index: 25.6/487
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Daily Candy
• Site focuses on major US Cities, which reaches key demographics for geography • Site focuses on female portion on demographic (96% female)• Meet key demographic and psychographic points, such as HHI ($75K+) • Allows women to actively search for new ideas and experiences, which means they are in an open frame of mind to advertising • Consumers are on this site ready to openly spend their money, they want to buy things!
Reach/Coverage: 85,000/1 Comp/Index: 28.2/539
Condensed Media Plan