April 5, 2013
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Discovery
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• Age: 25-64• 42% Men• 58% Women• 61% Married
• Employment, Income & Home• 60,000+ (74%)• Management, Business, Financial
Operations (168)• Life, Physical, Social Science (339)• Legal (296)• # Hours Spent Commuting, Med/Heavy
(123)
• Education• 20% of target with GED • 28% of target with college degree• 18% of target with Master’s degree
• I Have a Great Experience in This Topic:• Physical Fitness (154)• Healthy Lifestyle (138)
• Mindset• I am always looking for new ways to live
a healthier life (110)• 6+ hours spent exercising (183)• I try to eat healthy and pay attention to
nutrition (154) • I try to eat a healthy breakfast every day
(139)• I follow a regular exercise routine (183)
Our Best Prospect
MA 25-64Pop. 386,900
1.68% of US pop.
MA 25-64Engaged in
Regular Fitness Program (2+/Wk)
Past Year 187,300.81% US
population
Source: Gfk MRI Spring 2012
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Variety of Competition
Media Usage
Source: GfK MRI Spring 2012
DigitalModerate/Heavy13 hours/week
TelevisionLight
25 hours/week
MagazinesHeavy
2.5 read/week
NewspapersModerate/Heavy3.25 read/week
RadioModerate/Heavy14 hours/week
Out-of-HomeVery Heavy
147 miles traveled/week
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Media ComparisonW
eekl
y Co
nsum
ptio
n
# Read
22½
# Hours Online(personal use)
13
17
# Hours Viewing
29
25
2¼
3½
# Read
1416½
# Hours Listening
135
143
# Miles Traveled(Out-Of-Home)
US Average Adult BSC Crossfit
Source: GfK MRI Doublebase 20126
Media Preferences by Channel
Source: GfK MRI Doublebase 2012; Scarborough Boston 2012 Release 2
(136)
(173)
(136)
(120)
(127)
(132)(203)
(228)
Search (136)
Weather (140)
GPS (125)
Social (138)
Text (122)
(395)
(128)
(269)
(138)
(121)
(118)
(128)
Email (145)
Music (115) App (120)
(340)
(819)
(220) (125)
(121)
(147)
(230)(123)
(143)
(141)
(111)
Rock(400)
Public(434)
Jazz(461)
Rhythmic(277)
News/Talk(216)
Classical(380)
Alternative(336)
(121)
(121)
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• Always looking for new ways to live a healthier life
• Has a great experience in both physical fitness and a healthy lifestyle
• Spends more than six hours a week exercising
• Will frequently choose active vacations where there is lots to do
Source: GfK MRI Doublebase 2012
Psychographics – Active Lifestyle
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Psychographics – Health
Source: GfK MRI Doublebase 2012
• Mindful of nutrition when eating
• Generally content with their current weight
• Tend to cook meals at home and avoid getting food to go
• Focus on real, natural, and organic food
Spend on Social Recreation and Gym Membership by Zip Code
10 Source: 2010 Census Demographics Now
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Media Strategy
Media Strategy
InviteGenerate awareness of BSC CrossfitEncourage target to try BSC Crossfit
InfluencePartnership media creates attention grabbing
connectionsBe heard by target throughout their daily routine
Presence within influential time periods
CaptureUse experience to connect with target during
activityGeotargeted media will drive qualified traffic to
surrounding BSC locations
TimingFlight 1: Holiday/New Year (October – January)
Flight 2: Before Summer (March – May)Flight 3: Preparing for Fall (End July – September)
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Flight DatesFlight 1
Flight 2
Flight 3
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Television13%
Radio23%
Print19%
Digital33%
OOH13%
Largest allocation based on ability to specifically target
Aligns with active lifestyle and captures
heavy commutersLarge reach, while allowing a focus on targeted programs
Capture heavy commuters using specific dayparts
Take advantage of target with high
readership quintiles
Media Breakdown
Total Budget: $1,950,213
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15
Broadcast
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Television & Radio Campaign Parameters
Objective
Target
Timing
Geography
Digital Budget
• Increase notoriety of BSC UFX Cross Training Class by increasing reach and frequency
• 25-64, engaged in regular fitness• Skew towards women
• January 2014 - September 2014
• Local - Boston
• $823,529 gross
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Flight #1
• Start date: January 1st • End date: January 31st
• Rationale: This flight is designed to catch consumers who are looking to get in shape as a new years resolution.
• We budgeted $114,647 gross to reach effective GRP levels. The remaining budget will be used for a second flight.
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Flight #1
• Our first flight will consist of early morning dayparts to reach fitness enthusiasts as they wake up early for their workouts.
• EM CPP = $425• 35 GRPs a week = $14,700 • 140 GRPs in Jan. = $58,800
• EM :30s spots include: Good Morning America (women’s skew), The Today Show (women’s skew), and SportsCenter (men’s skew).
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Specialized Programs
• There will be $58,847 remaining after we purchase spots on morning programs.
• Prime access (still successful despite DVR phenomena) and prime time program spots will be purchased.
• Programming may include The Biggest Loser (NBC), Work Out (Bravo), America’s Next Top Model (CW), and Cooking Thin (Food Network) .
• These shows are primarily skewed towards women.
20
Flight #2
• Start date: June 1st • End date: June 30th
• Rationale: Impact consumers who are getting in shape for summer.
• We will have $125,000 gross to spend during this month long flight.
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Flight #2
• Maintain consistency through early morning programming.
• EM CPP = $455• 40 GRPs a week = $18,200 • 160 GRPs in June = $72,800
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Specialized Programs
• We will have $52,200 to spend on targeted cable, prime access and primetime programs.
• Prime will target sports and wellness focused programming, including NBA and NHL Playoffs, MLB, and Not My Mama’s Meals (Food).
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Flight #3
• Start Date: September 1st • End Date: September 30th
• Rationale: During this flight we hope to reach people who are looking for gym memberships as the cold weather is approaching.
• $54,470 gross budgeted for this flight.
• The money will be spent on exclusively targeted cable, primetime, and prime access programs.
• Programs will continue to be selected based on our demographics (i.e. The Voice, NCIS, and DWTS)
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Terrestrial Radio
• BSC target demo spends a lot of time in the car commuting to and from work.
• 75% ($476,370) of the radio budget will be delegated towards terrestrial radio.
• The types of music genres we will advertise on include:• Adult Contemporary (skews 67%
female, median age of 43)• Hot A/C (ex. Three Doors Down)
(skews 65% female, median age 35)
• Sports Radio (skews men)
• Specific dayparts to align with active lifestyles.• 40% A.M, 40% P.M, 10% M.D, and
10% weekend
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Flight Dates and Stations
• Radio flights will run during TV flights in order to increase reach and frequency.
• However, each flight will be extended by one week in order to maintain awareness.
• Approximate CPP = $240 • 125 GRPs a week = $30,000• 625 GRPs over 5 weeks = $150,000• 3 Flights = $450,000 gross
• Stations in the Boston area that we will consider include: • 95.9• 98.5• 93.3
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Streaming Radio
• 15% ($79,411 gross) of the radio budget will go towards streaming, specifically Pandora.
• Streaming flight dates will be the same as terrestrial flight dates in order to increase reach and frequency.
• $1,000 = 100,000 impressions• $26,470 over 5 weeks = 2,647,000
impressions• 3 flights = 7,941,000 impressions
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Streaming Radio – Flight Dates
• Running similar flight dates will also establish a reach base that will be spurred into action the more they hear BSC ads.
• Pandora will be instrumental in reaching fitness enthusiasts during their weekend and nightly workouts.
• We will run desktop banner ads as well as mobile ads in order to catch individuals who tend to use Pandora while they’re working out or listening to music at their desk.
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In gross terms, we will have $294,117 to spend on television and $529,411 will be spent on radio for a total of $823,529.
Television
Flight 1 Flight 2Flight 3
Radio
TerrestrialStreaming
Overall Budget for Television and Radio
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Digital & Search
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Digital & Search Campaign Parameters
Objectives
Target
Timing
Geography
Digital Budget
• Generate awareness of BSC UFX Cross Training Class• Drive qualified traffic to BSC’s group classes page• ‘Move the Needle’ by properly guiding the consumer through
the purchase funnel
• 25-64, engaged in regular fitness• Skew towards women
• November 2013 – June 2014
• Local - Boston
• $650,000
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Using a variety of online ad networks, Blitz will leverage next generation targeting platforms to drive greater effectiveness and
cost-efficiency of BSC messaging
Demographic
Geographic Contextual Behavioral Remarketin
g Social Look-a-Like
• 25-64
• Local - Boston • Exercise 2+/week
• HHI $60k-$200k per year
• Skew towards women
• Employed Full Time
• Search queries• Content read• Ads clicked
• BSC website visitors
• Social circles of current BSC customers/site visitors
• Targeting BSC site visitor “look-a-likes”
Targeted Media
Digital & Search Media Mix: Rationale
Online Video
Purpose: High impact,
branding element
w/interaction/engagement capabilities
Metrics: CTR,
engagement/interaction
rates
Display (Endemic)
Purpose: Align with relevant
content in a trusted
environment
Metrics: CTR, qualified
visits
Display (Ad Nets)
Purpose: Highly
targeted media at a
cost efficient rate; Provides
scale
Metrics: Qualified
visits, conversions, cost pers and visit/conversio
n rates
Search Engine
Marketing
Purpose:Reach “hand-raisers” who are actively
seeking brand or information
Metrics: Clicks, CTR,
cost, conversions,
cost pers, visit/conversion rate, quality
score
Re-Marketing (Search/Site)
Purpose: Retarget
individuals who have
been to the site/are
searching for relevant services
Metrics: Conversions, cost pers and visit/conversio
n rates
Upper/Mid Funnel
Upper/Mid Funnel Full Funnel Lower Funnel Lower Funnel
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Full-Funnel Approach
Media Framework: Full-Funnel / Multi-Touch point
Awareness
Engagement (Opinion /
Consideration)Conversio
n
3434
Online Video
Display (Endemic)
Display (Ad Nets)
“Demo/Interest Based” Full-Funnel Approach
Media Framework: Full-Funnel / Multi-Touch point
Awareness
Engagement (Opinion /
Consideration)Conversio
n
35
Awareness
Engagement (Opinion /
Consideration)Conversio
n
35
Full-Funnel Approach
Media Framework: Full-Funnel / Multi-Touch point
Search Engine
Marketing
Re-Marketing(Search/Site)
“Intent-Based”
Online Video
Display (Endemic)
Display (Ad Nets)
“Demo/Interest Based”
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Brand Awareness (Video)
• Establish brand presence of BSC and its programs
• Utilize high impact pre-roll units to drive consumer engagement
• Maximize reach by utilizing more than one video partner
• Creates engagement beyond a standard pre-roll setting enticing user interaction with the brand’s message
• In a recent brand study measurement, video units drove the greatest lift in ‘Awareness’ and ‘Purchase Intent’ vs standard banner units
• Specific Media Budget : $157.2K
• Tremor Budget: $87.3
CONSIDERED PARTNERS
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Brand Awareness (Video)
• There are two formats in online video: Pre-Roll with Companion Banner and In-Banner
• Pre-Roll is a :15 or :30 mov file that appears prior to the content that the user elected to watch; the companion banner lives in a 300x250 unit
• In-banner video is a :15 or :30 mov file that can run within standard IAB unit sizes like 728x90, 300x250 and 160x600 units
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High Impact Media
• Maximize reach and cost-efficiency against target audience through strategic use of ad networks in an effort to ‘move the needle’
• Creates targeted reach and frequency at greater efficiencies
• Ability to add multiple targeting layers in order to eliminate waste and effectively reach the desired target
• Budget: $20KCONSIDERED PARTNERS
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Social Graph
• Harness the power of social sharing across the internet to amplify active consumer audiences • Audiences are constantly growing as
social networks grow
• Marketing with social graphs increases awareness, intent and conversion
• Consumers see ads for products they are more likely to be interested in
• Leverage the bottom of the funnel audience to identify and target new and relevant audiences higher up in the funnel
• Achieve strong brand and direct response performance results
• Budget: $130.7K
CONSIDERED PARTNERS
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Search Engine Marketing
• Establish 100% SOV on BSC “branded terms” (Google and Bing)
• Exhaust “non-brand term” efforts on Google before allocating to other engines
• Build out “long-tail” keywords to expand overall reach• Low volume, high efficiency
keywords reach users further along the purchase path
• Test optimal combinations of keywords, copy and landing pages
• Implement applicable “ad extensions” to provide users with more information and improve ad relevancy• Ad Sitelinks• Call Extensions• Communication Extensions• Media Ads
CONSIDERED PARTNERS
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Keyword List
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Rationale for Search Engine Marketing
• Provides immediate response to those actively seeking out brand or relevant products
• One-click away from taking “action”
• Allows for highly targeted messages
• Provides real-time data that can help to develop the usability and conversion rate of websites
• Continuously tested and optimized
• Provides “support” to other media channels, as well as public relations and social marketing efforts
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Google Ad Extensions
Phone Extensions
SiteLink Extensions
Communication Extensions
Media Extensions
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Search Remarketing
• Enables BSC to combine the purchase intent and precision from search with scale and creative opportunities from display
• Target consumers based off of user search history
• Find customers who have never been to a brand’s website
• Targets only prospects who are searching for terms that coincide with BSC’s program
• Generate insights for campaign optimization• i.e. keyword level, creative asset,
frequency
• Budget: $127.4K
CONSIDERED PARTNERS
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Site Remarketing
• Allows BSC to effectively re-engage with potential consumers after they leave the site
• Delivers display ads to previous site visitors with the goal of driving them back to the site
• Increased performance (CTR, Conversions, CPA, ROI) because you’re targeting an audience that has already expressed an interest in BSC
• Focus on conversions, not clicks – the goal is centered around driving conversions, leads or increasing site engagement
• Budget: $127.4K
CONSIDERED PARTNERS
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Campaign Metrics
Delivery
Response
Financial
•Impressions
•Clicks •“Conversions” •“Conversion” Rates•Google Analytics Stats
•CPM (Cost per Thousand)•Cost Per Click•Cost Per “Conversion”
PublisherPlacemen
tAd SizeCreative
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Measurement Framework
4747
$260K
$162.5K
$227.5K
Digital Budget
Awareness = 40%
Engagement = 25% (Opinion /
Consideration)Conversio
n=
35%
$650,000 Total Budget Breakdown
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Print Budget Overview
MNI22%
Boston Maga-zine7%
Boton Globe51%
The Metro Wrap20%
Flight 1
MNI30%
Boston Magazine
9%
Boton Globe34%
The Metro Wrap27%
Flight 2
MNI33%
Boton Globe37%
The Metro Wrap30%
Flight 3
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50
Budget
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Budget Breakdown
Television $250,000
Radio $450,000
Print $363,508
Digital $650,000
Outdoor/OOH $236,704
Agency Fees $286,000
Total Budget: $2,236,212
Based on a combination of a flat fee and 10% of
media buy