MEDIA PLAN by - WordPress.com€¦ · media plan will primarily focus on using traditional media...
Transcript of MEDIA PLAN by - WordPress.com€¦ · media plan will primarily focus on using traditional media...
MEDIA PLAN by
Agency Credentials.................…………...........3
Executive Summary…………………………………….4
Media Vision…………………………….………………..5
Objectives & Measurement………………………..6
Trade Area………………………………………….………7
Continuous Media………………………………….…..8
Flight A………………………………….……………..…...9
Flight B………………………………….……………….….10
Flight C………………………………….…………………..11
Flight D………………………………….…………..….....12
Media Menu Additions…………………….…….….13
Media Mix……………………………….…………….….14
Budget Summary…….……………….………………..15
Flow Chart……………………………….…………….….16
Flow Chart……………………………….………………..17
Call to Action…………………………….……….……..18
Table of Contents
Agency Credentials
We are Aero Black Media, a full-service agency based inAustin, Texas. We value all that is innovative, original, andpassionate. Simply starting as a group of friends in collegewith no resources or connections, we never imagined creatingour own successful full-service agency. Our mantra is, “It’snot about the hand you’ve been dealt, it’s how you play thegame.” We were simply a group of five who saw a vision ofwhat could be when we harnessed our creative, management,and strategic skills into what is now Aero Black Media.
We decided to call ourselves Aero Black because our visionran deeper than just us; we knew that all ideas are endlesslike a black hole and can turn into something that changesfaster than we ever thought possible. Our team continues touse this vision everyday as we work with brands and clientswho also dare to branch out and reach for new possibilities.
Levi LopezAccount Planner
Caitlyn WatsonMedia Planner
Ridhi PatelComm. Director
Jacob GonzalesCreative Director
Ashley StoneProject Manager
Executive Summary
Aero Black Media & Marketing will implement a flighted media plan that will maximize Tomlinson’s presence in the Ballard Landmark District and drive customers to the new location. The strategy has been divided into four flights that emphasize each of our main goals and objectives: Awareness, Rising Up, Pets, and Tradition and Loyalty.
The first flight, Awareness, begins with a wave of advertising efforts across multiple platforms: Print, Events, Out of Home, and the beginning of continuous Social Media and Search Engine Marketing campaigns. Since Tomlinson’s is new to the area, this flight is heavily focused on efforts that will establish a name for the brand in our Trade Area. These efforts include a print ad in Seattle Metropolitan that will promote our Grand Opening, Billboards, and Bus advertisements.
Once Tomlinson’s has been established in the minds of the Seattle residents, flight two, Rising Up, aims to increase sales by driving customers to our stores. To do this, Billboards and Bus advertisements will continue to run with the addition of dog park Banners. A Geofence will be set up around the store for the entire flight to direct customers to our location when they are in the area. In addition to this, Tomlinson’s will be making a weekly appearance at the Ballard Farmers Market in the form of free tote bags containing coupons and doggie bags that will be gifted outside of the event.
After directing customers to Tomlinson’s and developing our consumer base, the third flight, Pets, will focus on establishing Tomlinson’s as a community partner — primarily through Events. Tomlinson’s will be a sponsor for Dogtoberfest, an annual community festival. In addition to this, Tomlinson’s will host an adoption day that partners with the local Seattle Animal Shelter and Seattle’s Mental Health Alliance to provide our customers a new pal and any mental health support they may need as well.
As the media strategy comes to a close, we want to establish Tradition and Loyalty with the consumers generated in the first three flights. Tomlinson’s is all about tradition, and Aero Black Media & Marketing wants to plant the seeds for that tradition in the Ballard Landmark District. As a representation of this focus on loyalty and tradition, the efforts used in this flight are primarily traditional media.
Media Vision
Standing with tradition, Tomlinson’s Pets
wants to develop a trusting companionship
with their forever clients based on their
knowledge of naturally smart pet supplies
and brand transparency in this new market
of Seattle, Washington with the help of
various media and engagement efforts that
will drive generations of lifelong customers
to the store.
Objectives & MeasurementPetsAwareness
Rising Up Tradition & Loyalty
The first flight is aiming to raise
awareness as Tomlinson’s branches out to
the Seattle area. The objective is to
generate buzz to the Ballard District in
order to inform the local community about
the new upcoming location. We want to
establish Tomlinson’s Pets as a new pet
shop through social media and the
opening day event with potential
consumers on relevant platforms in a way
that is consumer-centric.
The second flight will focus on an
incentive to join the Tomlinson’s purchase
funnel and promote in-store/online
conversions. We aim to build a
relationship with consumers to gain sales
and join promotional conversations with
the Tomlinson’s boutique in the Ballard
Market Region. This will begin the
process of turning Tomlinson’s into the
“It” Pet Store of Seattle.
The third objective will ensure that
Tomlinson’s is known for being a
community-oriented brand through events
such as mental illness awareness and pet
adoption mash-up hosted by Tomlinson’s
in partnership with local organizations.
The purpose behind this flight will be to
establish our name as a community
partner, develop relationships with new
brand adopters, and establish brand
loyalists. This will bring the community
together and create an environment that
both pets and pet owners love.
Tomlinson’s is heavily focused on
tradition and we will strive to carry with
us to our new location. To showcase
Tomlinson’s dedication to family,
loyalty, and customer-centric hospitality
promotions during this flight Because we
are focused on old-fashion tactics, our
media plan will primarily focus on using
traditional media and building brand
loyalty.
Aero Black Media aspires to take an integrated approach when conducting the media plan. By
creating and executing a 360-degree media plan, we will be able to fulfill the needs of our
target market. We will strive to be consumer-centric in order to be successful as we carry out
our campaign. It is an important asset to monitor each of our media efforts and we plan on
doing so throughout our campaign by having implemented systems documenting that and by
using each platform’s analytics. Our contingency budget will use these analytics to optimize to
ensure Tomlinson’s feed is getting the most in return for their investment.
Measurement
Trade Area
Aero Black Media suggest
investments into the zip codes of
98103 and 98107. This Trade Area
has a large share of our target
demographic. It is our assumption
based on stats that many graduate
students and those new to their
industry’s live in these
neighborhoods that border the
University areas.
Zip Code 98107Total Population: 24,179
Median Income: 81.8K
Age:
25-29: 15.7% of this zip population.
30-34: 18.6% of this zip population.
34-39: 10.5% of this zip population.
Non-Marital Status (Female/Male):
25-29: 77.8% / 91.8%
30-34: 55.8% / 55.9%
34-39: 44.0% / 42.6%
Enrollment in school:
1,128 are enrolled in Graduate School
Zip Code 98103Total Population: 49,364
Median Income: 84.1K
Age:
25-29: 17.4% of zip code population.
30-34: 13.2% of zip code population.
34-39: 9.66% of zip code population.
Non-Marital Status (Female/Male): :
25-29: 79.0% / 78.6%
30-34: 47.2% / 56.0%
34-39: 28.8% / 44.1%
Enrollment in school:
2,563 are enrolled in Graduate school
[1] Statistical Atlas - Seattle Overview, 2018, https://statisticalatlas.com/neighborhood/Washington/Seattle/Ballard/Overview[2] Ingo Menhard Mediendesign, www.werbeantrieb.de
CONTINUOUS MEDIA
SEM/SEO
Online activities are a necessity of the modern
world. AeroBlack’s media plan for the
Tomlinson’s brand is a flighted structure that
includes a continuous online presence.
Consistently, ad dollars will be spent on
words such as ‘cat food’, ‘dog bed’, ‘dog
food’, ‘pet food’, ‘cat litter’, and ‘dog toys’.
As our SEM efforts bring in more clients to
the store, our SEO efforts will become more
sophisticated by including trending, relatable
words in our online product tagging, social
media posts, press releases, and online
content.
FACEBOOK will be used to converse with
the purchasing demographic, post photos,
videos, blogs, online/in-store promotions, and
allow our followers to “check-in” at our
events. Boosts during Flight A will occur
during the two weeks surrounding our grand
opening to gain new followers to our brand’s
account.
On INSTAGRAM, the Tomlinson’s
account will feature posts of pets and
their owners posted three-times
weekly and occasional inspirational
posts, all-of-which will be filtered
with Tomlinson’s branded pastel
colors.
The Tomlinson’s TWITTER account
will be posted on 12-14 days. During
off-hours and weekends, brand
mascots, Tommy the Dog and Tammy
the Cat, will become the voice of the
account to share planned and breaking
news posts.
• Facebook, Instagram, Twitter
• Conducted by AeroBlack until the end of the contract term
• Optimized scheduling after Flight A
• Continuous online effort with intermittent boosted posts
(during events)
PODCAST
After much research, AeroBlack has determined that
purchasing media space in Seattle’s Morning News by
Dave Moss, Seattle Kitchen, and The Ian Furness
Show will help Tomlinson’s grab the ear of their
target demographic with several unique messages.
FLIGHT AOPENING DAY (May 11th)
The Opening Day Event will be the center focus of promotional advertisements and
press releases, that generate brand awareness, earned, and shared media. The event will
include complimentary fish and chips, free check-ups on pets from certified
veterinarians, and a photo backdrop with a photographer. With permission, photos will
be shared on Tomlinson’s social media accounts. A stand will be available where
attendees can create a social media account for their furry friends. Attendees will receive
a free one-year subscription to Tomlinson’s Pet Club, discounts on products, and more.
FURRY 5K
The new pet-shop-on-the-block will become
one of the top presenting sponsors of
Seattle’s Furry 5K. This renowned event
boasts thousands of visitors who participate
in social media influence, experiential
activities, and brand endorsement.
Tomlinson’s donation will solidify the top
spot on all promotional advertisements and
the finish-line banner.
SNAPCHAT filters will be usable in the Ballard
Landmark District and surrounding areas near our
competitors’ stores to promote the opening of the
new location. Our goal is to drive an even younger
demographic into the store. Toward the end of the
year, the goal is to have a Tomlinson’s Branded
Snapchat.
GEOFENCING
Messages will be sent to the phones of our target
market in the Ballard Landmark District and outside
of our competitors’ stores. The message will state
that Tomlinson’s will match or beat any competitor’s
price by 10% at our store if they come in and show
this message.
The first BILLBOARD will be used between April
28th - May 26th. To capture the attention of the
young professional as they commute from the
Ballard Landmark District to Downtown, the ad will
be placed at 15TH AV NW WL 143F S/O
BALLARD WY NW SF-1 to help emphasize the
newly opened location of Tomlinson’s. KING BUS ads will be used to promote the
new location and grand opening. Our target
demographic frequently uses the Rapid
Metro Lines D, E, and Route 44 to get from
their homes to downtown for work. These
lines also provide opportunity for
establishing new segments.
Tomlinson’s will use a promotional ad in the May
edition of the Seattle Met that will spring customers
to our door. Seattle Met readers are very loyal; 60%
claim to frequently purchase products that are
advertised in the magazine and the median age for
both print and digital readers fall into our target
audience.
[1] Advertise - Seattle Met, https://www.seattlemet.com/
1
FLIGHT B
FARMERS MARKET
Every Sunday during the Summer,
Tomlinson’s will be outside of the city
Farmers Market to pass out Tomlinson’s
Branded Totes. These reusable shopping
bags are redeemable for a 10% discount
every time they are used at the Seattle
location.
GEOFENCING
Our geo-fencing efforts for Flight B will
target the general area around the store and
the weekly farmers market to let people
know that Tomlinson’s is passing out
promotional gift bags in front of the market.
The next BILLBOARD will be placed in a
new location, 15TH AV NW WL 97F N/O
NW 57TH ST SF-1, to promote Tomlinson’s
brand. This flight is focused on incentivizing
Seattleites to join our purchasing funnel. This
billboard will be placed by our biggest
competitor, Mud Bay, to function as a direct
offensive.
TAIL BUS ADS
These ads will be used to spread the
word of Tomlinson’s fun nature. The
ads will show the company logo, the
location of our new store, and an
interactive creative to catch the eye of
drivers and passengers alike.
DOG PARK BANNER
The months of July and August are
when Seattle citizens spend the most
time outdoors with their pets.
Tomlinson’s will place a promotional
banner in Seattle’s largest dog park to
generate new traffic to the store.
FLIGHT C
THEY SUPPORT YOU: ADOPTION DAY
This event will epitomize Tomlinson’s dedication to healthy pets and happy customers
in their community. Tomlinson’s will partner with Seattle Animal Shelter and Seattle’s
Mental Health Alliance to provide support to our stressed target demographic with
mental health counselors and adopting a new pet. The store will be donating $100 in
treats and toys to the Seattle Animal Shelter and donating any money raised during the
event fundraiser to the Seattle Mental Health Alliance for their assistance.
DOGTOBERFEST is one of the most frequently visited pet events in the city.
Tomlinson’s will be an official sponsor of the 2019 Dogtoberfest where Tomlinson’s
will receive a banner, promotional materials, and social media influence in return. 94%
of the 20,000 attendees are between the ages 21-50, which falls within our target
audience.
[1] Sponsorship Information and Festival Demographics - Fremont Oktoberfest, https://fremontoktoberfest.com/
1
SOCIAL MEDIA BOOST will be used
to add new followers to the Tomlinson’s
accounts and promote the adoption day
event.
This editorial ad in Seattle Met will focus
on incentivizing people to buy our all-
natural and family-friendly products. The
focus of Flight C is to generate a
conversion, and our target demographic
will get an insight into our products
during this full-sized ad.
OOH
Tail bus ads and dog park banners will
continue until the end of the flight.
FLIGHT D
BOOST on our accounts will be done
during Thanksgiving week and the week
leading up to Christmas to promote
holiday sales and wish our followers a
happy holiday season.
INTERIOR BUS ADS
These tiny ads will be instrumental in our
promotional advertising to our target
market as they travel to work during
Seattle’s coldest and rainiest months.
These ads will contain promotional
phrases that position Tomlinson’s as a
community-friendly store.
This 1/3 page ad in Seattle Met will be
promoted for showing Tomlinson’s as a
community player. The focus of Flight
C is to inspire tradition and loyalty.
This ad will unveil the benefits of our
Pet Club Program for frequent shoppers
and with a happy holiday during the
December edition.
Media Menu Additions
Event Date(s) Type of Ad Cost ($)
Furry 5k June 9th Presenting Sponsor 12,500
Furry 5k June 9th Bandana Sponsor 5,000
Furry 5k June 9th Tennis Ball Sponsor 5,000
Ballard Farmers Market Every Sunday Coupon Printing 3,999.99
Ballard Farmers Market Every Sunday Labor 400
Ballard Farmers Market Every Sunday Tote Bags .94/each
Ballard Farmers Market Every Sunday Doggie Bags 39.99 per 2200
Adoption Event October 11th Table Cloths 5.99/each
Adoption Event October 11th Folding chairs 61.99 per 5
Adoption Event October 11th White Table 50.31/each
Adoption Event October 11th Treats and toys 100
Grand Opening May 11th Emerald City Food 777
Grand Opening May 11th Veterinarians 308.28
Grand Opening May 11th Photo backdrop 225
Grand Opening May 11th Student Photographer 300
Grand Opening May 14th Grand Opening Banner 27.37
Dogtober Fest September 20-22th Sponsorship 5,000
Medium Cost ($)
Snapchat Geo-
Filter 7
Facebook .64 CPM
Facebook Boosts 50/week
Instagram 7.91 CPM
Instagram Boosts 9.99/3 days
Twitter 3.50 CPM
Geo-Fence 199/month
Podcasts 25 CPM
Events:[1] Sponsorship Opportunities - Furry 5k, http://www.furry5k.com/[2] Postcards - FedEx, https://www.fedex.com/[3] Promotional Non-Woven Convention Tote - Custom Ink, https://www.customink.com[4] Downtown Pet Supply - Amazon, https://www.amazon.com/[5] Rectangular Tablecloths - Tablecloths Factory, https://tableclothsfactory.com/[6] Sponsorship Information and Festival Demographics - Fremont Oktoberfest, https://fremontoktoberfest.com/[7] Banners on the Cheap - https://www.bannersonthecheap.com/[8] Folding Table - Amazon, https://www.amazon.com/[9] Menu - Emerald’s Fish & Cities, http://www.emeraldcityfishandchips.com/[10] Home Page- StickersBanners, https://www.stickersbanners.net/[11] Photography Pricing Guide - Pixpa - https://www.pixpa.com/[12] Seattle Animal Shelter Veterinarian hourly salaries in Seattle, WA - Indeed- https://www.indeed.com/
Social:[1] Create Your Own - Snapchat, https://create.snapchat.com/[2] Facebook Ads - Metricol, https://metricool.com/[3] Instagram Ads - Adstage, https://blog.adstage.io/[4] Do Twitter Ads Work - Wordstream, https://www.wordstream.com/[5] How to Boost Instagram Posts - Clix, http://www.clixmarketing.com/[6] Boosting Posts on Facebook - Undullify, https://undullify.com/[7] Podcast Advertising Rates - Adopter Media, https://adopter.media/[8] Pricing - Geo Targetly, https://geotargetly.com/
Online/Social Media Social 1-8
Experiential Events 1-8
Media Mix:Our Bag of Tricks
Meet & Greet Opening Day Kick-off $1,637.65 1 d 150 $1,637.65
Ballard Farmers Market Market Bags $8,579.60 5 d 70,000 $8,579.60
They Support You Adoption/ Mental Health Drive $505.48 1 d 35 $505.48
Furry 5K Presenting Sponsor $12,500.00 1 d 2000+ $12,500.00
Dogtoberfest Dog Day Sponsor $5,000.00 1 d 20000+ $5,000.00
70,185 $28,222.73
Google Ad Words SEM $1,581.68 8 mo 251,984 $12,653.44
Seattle Morning News Seattle's stories of the day $25 CPM 4 d $1,500.00
The Ian Furness Show Interviews/Hot Topics/Sports $25 CPM 4 d $1,500.00
Seattle Kitchen Food based podcast $25 CPM 4 d $1,500.00
451,984 $17,153.44
Post/ Promotions $5.88 8 mo 55,125
Boosts $50/wk 10 wks 1,400/boost
Post/ Promotions $72.00 8 mo 55,125
Boosts $3.33/day 58 d 7,908/boost
Twitter Post/ Promotions $32.16 8 mo 55,125 $581.39
Snapchat Filter Awareness/ Direct Offensive $7/day 10 d — $70.00
Geo-Fencing Awareness/ Direct Offensive $199/month 1 mo + 4 d — $225.53
332,263 $1,874.38
3 routes/ 5 buses each King Metro Transit Ad $589/month 1 mo $8,970.00
3 routes/ 5 buses each Tail Metro Transit Ad $438/month 1 mo $6,570.00
3 routes/ 5 buses each Interior Metro Transit Ad $45/month 1 mo $675.00
Large Billboard Awareness/Offensive Billboard $10,450/month 2 mo 4,626,522/month $20,900.00
Community Dog Park Ad Banner $535/month 2 mo — $1,070.00
9,524,823 $38,185.00
Seattle Met Magazine 1 Full Page $6,606 1 mo
1/2 Page $3,590 2 mo
Contingency — $778.45
GRAND TOTALS 10,576,073 $100,000.00
Instagram $450.39
$547.07
Events
Total
Online
Total
Social Media
200,000
Total
OOH
271,779
Total
Extra
196,818 $13,786.00
CostTitle/Placement Concept Rate Duration (mo/d/yr) Reach/Impressions
Budget Summary
Category Percent Budget Amount ($)
OOH 38.19% 38,185
Print 13.79% 13,786
Podcasts 4.50% 4,500
Sponsorships 17.50% 17,500
Events 10.72% 10,722.73
SEM 12.65% 12,653.44
Online/Social 1.87% 1,874.38
Contingency 0.78% 778.45
Total 100% 100,000.00
Flow Chart
28 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25
1 2 3 4 5 1 2 3 4 1 2 3 4 5 1 2 3 4
Events Opening Day Event
& Guerrilla Adoption Day
Farmers Market Bags
Sponsorships Furry 5K
Dogtoberfest
Online SEM/SEO Continuous
Podcast Seattle Morning News
The Ian Furness Show
Seattle Kitchen
Social Media Facebook
Snapchat Filter
Geo-Fencing
OOH Billboard
Tail Bus Ads
King Bus Ad
Interior Bus Ad
Dog Park Banner
Print Seattle Met Magazine
Vehicle Medium
Week Start Date
Week Number
Flight A Flight B
May June July August
Flow Chart
1 8 15 22 29 6 13 20 27 3 10 17 24 1 8 15 2229-31
1 2 3 4 1 2 3 4 5 1 2 3 4 1 2 3 4 5
$1,637.65 150
$8,579.60 35
$505.48 70,000
$12,500.00 2,000+
$5,000.00 20,000+
$12,653.44 $12,653.44 251,984
$1,500.00
$1,500.00
$1,500.00
$547.07 69,125
$450.39 208,013
$581.39 55,125
$70.00 —
$225.53 —
$20,900.00 9,253,044
$6,570.00
$8,970.00
$675.00
$1,070.00 —
$13,786.00 $13,786.00 196,818
Vehicle Cost
Flight DFlight C
DecemberOctober NovemberSeptember
Media Total
$1,874.38
$4,500.00
271,779
Known
Impressions
$10,722.73
$38,185.00
$17,500.00
200,000
Aero Black Media strives to deliver the best services uniquely customized to each client. Our goal is to bring innovative, original, and passionate ideas to the table. We will work with traditional and digital media to provide the best results for Tomlinson’s Feed branching out to the Seattle area.
With our years of experience, we believe we have a propensity to deliver exquisite products and services to our customers and their furry friends. With that, Tomlinson’s Feed will become prominent within the Ballard Landmark District and become known through all of Seattle.
Aero Black Media is poised in executing the proposed media plan. Our knowledgeable team is thrilled to work with Tomlinson’s Feed as it expands in the Seattle area.
We believe that it’s not about the hand you’ve dealt with, it’s how you play the game. We thank you for your time to consider Aero Black Media for executing your next vision and we look forward to hearing from you soon.
Call to Action