Flat Landers Compressed

Post on 13-Apr-2017

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Media PlanMichelle Koziel & Ellen Packard

Table of ContentsExecutive Summary ......................................................................... 2Advertising Objectives ......................................................................... 3Media Objectives ....................................................................................... 4Target Audience ....................................................................................... 5 Demographics ........................................................................ 5 Psychographics ........................................................................ 6 Media Habits ....................................................................................... 7 Entertainment Habits ........................................................................ 7Key Insight ..................................................................................................... 8Market Environment ....................................................................................... 9 Competitors ....................................................................................... 9 Media Usage ...................................................................................... 10Overall Media Strategy ........................................................................ 11$15,000 Budget Media Strategy ......................................................... 12 Media Mix ...................................................................................... 12 Geographic Area ........................................................................ 12 Digital ..................................................................................................... 13 Outdoor ....................................................................................... 14 Print ..................................................................................................... 15 Radio ..................................................................................................... 16 Schedule ....................................................................................... 16 Calendar ....................................................................................... 17 Budget Strategy Overall .......................................................... 17 Budget Breakdown ........................................................................ 18$100,000 Budget Media Strategy .......................................................... 19 Media Mix ....................................................................................... 19 Geographic Area ........................................................................ 19 Digital ..................................................................................................... 20 Outdoor ....................................................................................... 21 Print ...................................................................................................... 22 Events ...................................................................................................... 22 Guerrilla ....................................................................................... 23 Radio ...................................................................................................... 23 Schedule ....................................................................................... 24 Calendar ....................................................................................... 24 Budget Strategy Overall .......................................................... 25 Budget Breakdown ........................................................................ 25Summary ..................................................................................................... 26

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Executive Summary Flat Lander’s Barstillery has the ability to interest a vital niche audience in the Grand Rapids area through a variety of strategies and tactics enclosed in this media plan. This media plan outlines some potential procedures to take for both a $15,000 budget and a ���������EXGJHW�WR�HIIHFWLYHO\�DQG�HIͤFLHQWO\�LQWHUHVW�)ODW�/DQGHU̵V�WDUJHW�DXGLHQFH�RI�QHZ�DQG�H[LVWLQJ�FRQVXPHUV��7R�KDYH�WKH�PRVW�SURGXFWLYH�PHGLD�SODQ��WKH�WDUJHW�DXGLHQFH�ZDV�VHJPHQWHG�WR�EH�ZRUNLQJ�FODVV�PDOHV�DQG�IHPDOHV�DJHV��������PLOOHQLDOV���VSHFLͤFDOO\�DURXQG�WKH�*UDQG�5DSLGV�$UHD��HLWKHU�IRU�ORFDO�RU�WRXULVW�SXUSRVHV��$IWHU�VHJPHQWLQJ�)ODW�/DQGHU̵V�WDUJHW�DXGLHQFH��UHVHDUFK�ZDV�GRQH�WR�GHWHUPLQH�ZKDW�PHGLD�EHVW�WDUJHWV�WKHP��ZK\�WKDW�PHGLD�ZRUNV�IRU�WKLV�VSHFLͤF�DXGLHQFH��DQG�KRZ�)ODW�/DQGHU̵V�FRXOG�XVH�WKLV�SDUWLFXODU�PHGLD�HIIHFWLYHO\�WR�WDUJHW�WKHLU�QLFKH�PDUNHW��7KH�PHGLD�SODQ�WKHQ�JRHV�LQWR�GHWDLO�RQ�ZKHQ�WR�WDUJHW�WKLV�DXGLHQFH�DQG�ZKDW�WKH�DFWXDO�FRVW�EUHDNGRZQ�ZLOO�EH��,Q�WKH�HQG��WKLV�PHGLD�SODQ�SURGXFHV�D�KLJKO\�HIIHFWLYH�DQG�HIͤFLHQW�ZD\�IRU�)ODW�/DQGHU̵V�WR�XVH�PHGLD�WR�JDLQ�QHZ�DQG�H[LVWLQJ�FRQVXPHUV�LQ�WKH�PRVW�G\QDPLF�DQG�SURͤWDEOH�ZD\�

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Advertising ObjectivesWith a budget of $15,000:,QFUHDVH�FRQVXPHU�WUDIͤF�DW�)ODW�/DQGHU̵V�E\�����DPRQJVW�������\HDU�ROGV�E\�'HFHPEHU�����

With a budget of $100,000:,QFUHDVH�FRQVXPHU�WUDIͤF�DW�)ODW�/DQGHU̵V�E\�����DPRQJVW�������\HDU�ROGV�E\�'HFHPEHU�����

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Media ObjectivesWith a budget of $15,000:7R�DFKLHYH�D�UHDFK�RI���������D�IUHTXHQF\�RI�����DQG�DFKLHYH��������WRWDO�DXGLHQFH�LPSUHVVLRQV�E\�'HFHPEHU������� These numbers came from the fact that on Facebook alone, Flat Lander’s has had 5,000 visits. From analyzing the media usage of the market, there are 11 different media opportunities for Flat Lander’s to use to reach the target audience. That means ���PHGLD�RXWOHWV�ZLOO�EH�DFKLHYDEOH�ZLWK���������LQ�WZR�\HDUV�

With a budget of $100,000:7R�DFKLHYH�D�UHDFK�RI���������D�IUHTXHQF\�RI�����DQG�DFKLHYH��������WRWDO�DXGLHQFH�LPSUHVVLRQV�E\�'HFHPEHU������� :LWK�D�IRFXV�RQ�WRXULVWV�DQG�ORFDOV��DQG�DQ�HPSKDVLV�GXULQJ�DUW�SUL]H��WKHUH�ZLOO�EH�SOHQW\�RI�RSSRUWXQLWLHV�WR�UHDFK�WKH�WDUJHW�DXGLHQFH�WZHQW\�ͤYH�GLIIHUHQW�WLPHV��DQG�IURP�DQ�LQFUHDVH�LQ�PHGLD�VFKHGXOLQJ�WKDQ�WKH���������EXGJHW���DFKLHYLQJ��������WRWDO�DXGLHQFH�LPSUHVVLRQV�LQ�WZR�\HDUV�LV�D�ELJ�JRDO��EXW�KLJK�ULVN�OHDGV�WR�PRUH�VXFFHVV�

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Target AudienceDemographics� )ODW�/DQGHU̵V�SULPDU\�WDUJHW�DXGLHQFH�IRU�WKLV�PHGLD�SODQ�ZLOO�EH�PDOHV�DQG�IHPDOHV�DJHV��������$FFRUGLQJ�WR�WKH�,QVWLWXWH�RI�$OFRKRO�6WXGLHV��PDOHV�DQG�IHPDOHV�DJHV�������KDYH�WKH�KLJKHVW�SURSHQVLW\�WR�SXUFKDVH�DOFRKRO��0RUH�VSHFLͤFDOO\��WKDW�DJH�JURXS�LV�PRVW�OLNHO\�WR�SXUFKDVH�VSLULWHG�EHYHUDJHV��ZKLFK�LV�RQH�RI�)ODW�/DQGHU̵V�KLJKO\�SURGXFHG�SURGXFWV��,Q�RUGHU�WR�EH�PRUH�SUHFLVH�DQG�IROORZ�DOO�OHJDOLWLHV��WKH�EHVW�PHGLDQ�DJH�JURXS�IRU�)ODW�/DQGHU̵V�WR�WDUJHW�ZRXOG�EH�PDOHV�DQG�IHPDOHV�DJHV��������PLOOHQQLDOV���� 7R�EH�HYHQ�PRUH�H[DFW��WKRVH�LQGLYLGXDOV�VKRXOG�EH�ORFDOV�RU�WRXULVWV�ZLWKLQ�WKH�*UDQG�5DSLGV�DUHD�WKDW�FXUUHQWO\�KDYH�D�IXOO�WLPH�MRE�DQG�PDNH�DQ�DYHUDJH�LQFRPH�RI�DURXQG���������\HDUO\��)ODW�/DQGHU̵V�LV�D�EDU�WKDW�KDV�D�YHU\�XQLTXH�KRPHWRZQ�IHHO�WKDW�VRPH�PLJKW�YLHZ�DV�D�WDG�SULFH\��'XH�WR�WKDW�IDFWRU��WKLV�PHGLD�SODQ�LV�JRLQJ�WR�VHJPHQW�WKDW�VSHFLͤF�QLFKH�PDUNHW�RI�LQGLYLGXDOV�EHFDXVH�WKH\�KDYH�WKH�KLJKHVW�SURSHQVLW\�WR�SXUFKDVH�DOFRKRO�DQG�YLVLW�)ODW�/DQGHU̵V��6RPH�VSHFLͤF�MRE�RXWOHWV�WKDW�WKLV�PHGLD�SODQ�ZLOO�WDUJHW�LQFOXGH�PDQXIDFWXULQJ��IRRG�VHUYLFH��UHWDLO�WUDGH��KHDOWK�FDUH�VRFLDO�DVVLVWDQFH��FRQVWUXFWLRQ��HGXFDWLRQ��DV�ZHOO�DV�WHFKQLFDO�professional services. These job outlets have the strongest representation in the Grand Rapids Area and have a tendency to bring in businesses that travel from other locations.

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Psychographics� 6LQFH�)ODW�/DQGHU̵V�KDV�D�YHU\�XQLTXH�DWPRVSKHUH��WKH�PHGLD�SODQ�ZLOO�QHHG�WR�WDUJHW�WKH�LQGLYLGXDOV�ZLWK�WKH�KLJKHVW�SURSHQVLW\�to purchase in regards to values and behaviors, not just demographical factors. Consumers purchasing habits can vary greatly GHSHQGLQJ�RQ�WKHLU�YDOXHV��DV�ZHOO�DV�WKHLU�IHHOLQJV�DQG�EHKDYLRUV��7KHVH�DUH�VRPH�RI�WKH�SV\FKRJUDSKLFV�WKDW�FRQVXPHUV�ZKR�FRPH�WR�Flat Lander’s might have:̽� 3UHIHU�D�ORFDO�DQG�XQLTXH�HQYLURQPHQW�̽� 9DOXH�TXDOLW\�DOFRKROLF�EHYHUDJHV̽� 3HUFHLYH�YDOXH�PRUH�LPSRUWDQW�WKDQ�WKH�SULFH�RI�D�SURGXFW̽� /LNH�WR�JR�RXW��VSHQG�WLPH�ZLWK�IULHQGV�FR�ZRUNHUV̽� 6RPHZKDW�RI�DQ�RSHQ�RU�IUHH�VFKHGXOH�GXULQJ�WKH�DIWHUQRRQ�KRXUV̽� /LNH�WR�GULQN�DOFRKRO̽� :DQW�WR�VSHQG�PRQH\

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Media Habits� 7KH�SULPDU\�PHGLD�)ODW�/DQGHU̵V�WDUJHW�DXGLHQFH�XVHV�FRQVLVWV�SUHGRPLQDWHO\�RI�GLJLWDO�PHGLD��'XH�WR�GLJLWDO�PHGLDV�FRQWLQXRXV�H[SDQVLRQ��PRVW�PLOOHQQLDOV�WHQG�WR�ORRN�WR�GLJLWDO�PHGLD�IRU�QHZV��FRPPXQLFDWLRQ�FRQQHFWLRQV��DQG�RWKHU�LQIRUPDWLRQ��$QRWKHU�PHGLD�WKDW�LV�UHDGLO\�XVHG�E\�)ODW�/DQGHU̵V�WDUJHW�DXGLHQFH�LV�RXWGRRU�PHGLD��/RFDOV��WRXULVWV��DQG�EXVLQHVV�ZRUNHUV�DUH�FRQWLQXRXVO\�RQ�WKH�move. Outdoor advertisements such as billboards and transit ads can easily target individuals that like or have to travel on a daily basis. Since those individuals are traveling on a daily basis, radio is another outlet that Flat Lander’s target audience might use regularly. +RZHYHU��WUDGLWLRQDO�UDGLR�LV�QRW�EHLQJ�XVHG�DV�UHDGLO\�DQ\PRUH��0RUH�LQGLYLGXDOV�DUH�XVLQJ�UDGLR�RXWOHWV�WKDW�DVVRFLDWH�ZLWK�GLJLWDO�PHGLD��OLNH�6SRWLI\�DQG�3DQGRUD��/DVWO\��VLQFH�WKRVH�LQGLYLGXDOV�DUH�WUDYHOLQJ�LQ�WKH�ELJ�FLW\�RI�*UDQG�5DSLGV��SRVWHU�DQG�EURFKXUH�DGYHUWLVHPHQWV�have the potential to spark the interested tourist or ambitious local attention. Since these are typical media habits for Flat Lander’s DXGLHQFH��WKH\�ZLOO�DOVR�EH�WKH�PHGLD�RXWOHWV�WKDW�ZLOO�EH�XVHG�H[SOLFLWO\�LQ�WKLV�PHGLD�SODQ��

Entertainment Habits� 6LQFH�*UDQG�5DSLGV�LV�NQRZQ�DV�̸%HHU�&LW\�86$̹��PDQ\�LQGLYLGXDOV�FRPH�YLVLW�WKLV�LFRQLF�ORFDWLRQ�WR�WRXU�DURXQG�DQG�KDYH�D�IHZ�GULQNV��*UDQG�5DSLGV�LV�D�SHUIHFW�HQWHUWDLQPHQW�GHVWLQDWLRQ�ZLWK�EDUV��EUHZHULHV��DQG�GLVWLOOHULHV�DURXQG�DOPRVW�HYHU\�FRUQHU��:KHWKHU�LQGLYLGXDOV�DUH�ZRUNLQJ�KDUG�RU�HQMR\LQJ�WKHLU�YDFDWLRQ��D�QLFH��FRRO�EUHZ�DW�WKH�HQG�RI�WKH�GD\�FRXOG�EH�H[DFWO\�ZKDW�WKH\�QHHG��$IWHU�D�ORQJ�GD\��SHRSOH�ZDQW�WR�UHOD[�DQG�HQMR\�WKHLU�HYHQLQJ�E\�KDYLQJ�D�GULQN��HDWLQJ�VRPH�IRRG��DQG�OLVWHQLQJ�WR�VRPH�TXDOLW\�PXVLF��:HOO�Flat Lander’s not only has quality drinks, but they also have an entertainment center and delicious food to suit all individual’s needs. +RZHYHU��VLQFH�*UDQG�5DSLGV�LV�D�SULPH�ORFDWLRQ�IRU�HQWHUWDLQPHQW��WKHUH�DUH�PDQ\�RWKHU�ORFDO�SODFHV�WR�YLVLW�VXFK�DV�WKH�%�2�%��9DQ�$QGHO��)RXQGHU̵V��+RS&DW��DV�ZHOO�DV�PDQ\�RWKHUV�YHQXHV��)RUWXQDWHO\��WKH�DJH�JURXSV�RI�������DUH�YHU\�LPSUHVVLRQDEOH�DQG�WHQG�WR�IUHTXHQW�SODFHV�ZKHUH�WKH\�KDYH�DQ�HQMR\DEOH�H[SHULHQFH��,I�)ODW�/DQGHU̵V�FDQ�FUHDWH�DQ�HQWHUWDLQLQJ�H[SHULHQFH�IRU�LQGLYLGXDOV��WKHQ�WKH\�can retain more of a frequent audience.

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Key Insight� 7KLV�WDUJHW�DXGLHQFH�FDQ�EH�KDUG�WR�UHDFK�LI�\RX�GRQ̵W�UHDFK�WKHP�LQ�WKH�ULJKW�ZD\V���7KH\�DUH�FRQVWDQWO\�RQ�WKH�JR��HLWKHU�WUDYHOLQJ�IRU�ZRUN�RU�IXQ���7KH\�DUH�DOVR�JOXHG�WR�WKHLU�VPDUW�SKRQHV���7KHUH�LV�D�VSHFLͤF�RSSRUWXQLW\�RI�WLPH�DQG�SODFH�WR�FRQQHFWZLWK�WKLV�JURXS�

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Market EnvironmentCompetitors� )ODW�/DQGHU̵V�KDV�D�ORW�RI�JURZLQJ�FRPSHWLWLRQ��VLQFH�*UDQG�5DSLGV�LV�FRLQHG�̸%HHU�&LW\�86$̹���7KHUH�DUH�KXQGUHGV�RI�EDUV�DQG�SXEVDQG�RYHU����EUHZHULHV�LQ�*UDQG�5DSLGV���7KHUH�DUH�YHU\�IHZ�GLVWLOOHULHV�LQ�:HVW�0LFKLJDQ��EXW�WKHUH�LV�D�QHZ�FRPSHWLWRU�DV�RI�������/RQJ�5RDG�'LVWLOOHUV���%LJ�QDPHG�%UHZHULHV��OLNH�)RXQGHUV�DUH�D�ELJ�FRPSHWLWRU��HVSHFLDOO\�VLQFH�)ODW�/DQGHU̵V�VHUYHV�WKHLU�EHHU���)RXQGHUV�DQG�RWKHU�EUHZHULHV�KDYH�GLIIHUHQW�SURPRWLRQV��OLNH�UHOHDVH�SDUWLHV�IRU�HDFK�QHZ�EHHU��PXJ�FOXEV���DQG�GLVWULEXWLRQ�RI��WKHLU�DOFRKRO�LQ�VWRUHV�� ,QGLUHFW�FRPSHWLWRUV�DUH�DOVR�D�WKUHDW�EHFDXVH�WKH�WDUJHW�DXGLHQFH�FKRRVHV�WR�VSHQG�WKHLU�WLPH�DQG�PRQH\�WKHUH�LQ�WKHLU�IUHH�WLPH�7KHVH�LQGLUHFW�FRPSHWLWRUV�ZRXOG�EH�SODFHV�OLNH�)UHGULFN�0HLMHU�*DUGHQV��)LIWK�7KLUG�%DOOSDUN�IRU�:KLWH�&DSV�JDPHV��9DQ�$QGHO�$UHQD�IRU�*ULIͤQV�JDPHV�DQG�FRQFHUWV��DQG�RWKHU�FRQFHUW�YHQXHV��OLNH�7KH�,QWHUVHFWLRQ�DQG�3\UDPLG�6FKHPH�

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Media Usage3ULQW 79 Outdoor

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Overall Media Strategy̽� ,QFUHDVH�)ODW�/DQGHU̵V�WUDIͤF�E\�HQJDJLQJ�ORFDOV��DV�ZHOO�DV�WRXULVWV̽� (QFRXUDJH�UHSHDW�EXVLQHVV�IURP�WKH�H[LVWLQJ�XVHUV̽� ,QFUHDVH�WKH�XVH�RI�WLPH�VHQVLWLYH��XVHU�JHQHUDWHG�DGYHUWLVHPHQW̽� 8VH�SODFH�EDVHG�DGYHUWLVHPHQWV�WR�HDVLO\�WDUJHW�WKH�QLFKH�DXGLHQFH

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$15,000 BudgetMedia Mix� 7KH�PHGLD�PL[�IRU�WKH���������EXGJHW�ZLOO�XVH�SODFH�EDVHG�PHGLD�WKDW�LV�KLJKO\�VHQVLWLYH�WR�ORFDOV�DQG�WRXULVWV��EXW�PRUH�IRFXVHG�WKH�EOXH�FROODUHG�EXVLQHVV�ZRUNHUV��7KH�PHGLD�ZLOO�EH�DEOH�WR�DFKLHYH�D�FRQVLGHUDEOH�DPRXQW�RI�DXGLHQFH�LPSUHVVLRQV�LQ�D�FRVW�HIͤFLHQW�ZD\�E\�WDUJHWLQJ�)ODW�/DQGHU̵V�QLFKH�PDUNHW��7KH�RYHUDOO�SODQ�ZLOO�EH�WR�XVH�WKH�PHGLD�FODVVHV�RI�QRQWUDGLWLRQDO�UDGLR��GLJLWDO��SULQW��DQG�outdoor advertisements.

Geographic Area� 7KH�PHGLD�SODQ�ZLOO�VSHFLͤFDOO\�WDUJHW�ORFDOV�DQG�WRXULVWV�LQ�DQG�DURXQG�WKH�*UDQG�5DSLGV�$UHD���0RUH�VSHFLͤFDOO\��WKH�SODQ�ZLOOIRFXV�RQ�*UDQG�5DSLGV�VXEXUEV��OLNH�$GD��%U\RQ�&HQWHU��&RPVWRFN�3DUN��/RZHOO��DQG�5RFNIRUG��ZKHUH�EOXH�FROODUHG�MREV�DUH�PRVW�FRPPRQ�

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17

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23

Schedule� )RU����������EXGJHW��WKH�PHGLD�SODQ�RXWOLQHV�D�SXOVLQJ�VFKHGXOLQJ�PHWKRG�OLNH�WKH���������EXGJHW�ZLWK�LQFUHDVHG�PHGLD�SUHVHQFHV�IRU�VSHFLͤF�DOFRKROV�GXULQJ��EHIRUH�̽� 5HVWDXUDQW�:HHN��$XJXVW���WK���UG�̽� $UW3UL]H��6HSWHPEHU���UG��2FWREHU���WK�̽� *UDQG�5DSLGV�:KLVN\)HVW��2FWREHU��VW���WK�̽� &RFNWDLO�:HHN��1RYHPEHU���WK���QG�̽� *UDQG�5DSLGV�,QWHUQDWLRQDO�:LQH��%HHU��)RRG�)HVWLYDO��1RYHPEHU���WK���VW�̽� *UDQG�5DSLGV�%HHU�:HHN��)HEUXDU\���WK���QG�

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Guerilla

Class Vehicle Jan Feb March April May June July Aug Sept Oct Nov Dec

Digital

Social Media

AdWords

Outdoor

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Radio

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Transit

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24

$100,000 Budget Breakdown 'LJLWDO�0HGLD�7RWDO���������� 6RFLDO�0HGLD���(DUQHG�2ZQHG�0HGLD��)UHH� *RRJOH�$GZRUGV���3DLG�0HGLD��������� )DFHERRN�$GYHUWLVHPHQWV���3DLG�0HGLD��������7KHVH�SULFHV�ZHUH�GHWHUPLQH�E\�6RFLDO�0HGLD��2ZQHG��(DUQHG�0HGLD��)UHH��:RUG�RI�0RXWK$GZRUGV��3DLG�0HGLD��$YHUDJH�������������&3&)DFHERRN�$GV��WKH�DYHUDJH�&30�FRVW������2XWGRRU�0HGLD�7RWDO���������� %LOOERDUG���3DLG�0HGLD��������� 7UDQVLW���3DLG�0HGLD������7KHVH�SULFHV�ZHUH�GHWHUPLQHG�E\�'LJLWDO�%LOOERDUGV��3DLG�0HGLD���������SHU���ZHHNV7UDQVLW���6LGH�4XHHQ�$G�RU�7DLO�$G���3DLG�0HGLD������������SHU���ZHHNV3ULQW�0HGLD�7RWDO���������� 3RVWHUV���3DLG�0HGLD��������� %URFKXUHV���3DLG�0HGLD��������7KHVH�SULFHV�ZHUH�GHWHUPLQHG�E\�3RVWHU��)O\HUV��%URFKXUHV��3DLG�0HGLD��3RVWHUV���������SHU�����Brochures: $1,050 per 10,000 5DGLR�0HGLD�7RWDO���������� 3DQGRUD���3DLG�0HGLD��������� 6SRWLI\���3DLG�0HGLD��������7KHVH�SULFHV�ZHUH�GHWHUPLQHG�E\�3DQGRUD��6SRWLI\��3DLG�0HGLD3DQGRUD��(VWLPDWHG�����&306SRWLI\��(VWLPDWHG�����&30�IRU�DXGLR�����&30�GLVSOD\(YHQW�0HGLD�7RWDO���������� $UW�3UL]H�3DWURQ�6SRQVRU�������� Band: $5,000

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25

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Summary

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