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Overview
1. The Media Plan
2. Target Audience Insights
3. Communication Strategy
4. Implementationa) Cinemab) Outdoorc) Print Mediad) Radioe) Digital
5. Costs
Key Stakeholders for Target Audience
The Media Plan
ObjectiveTo drive mass awareness of Lost Registry mobile phone and media device protection and recovery service, to the core demographic of 20-24 and generate leads and sales for the trade distribution partners.
DemographicsCore: 20-24
Secondary 18-1925-34
Gender preference: None
Budget: $Unlimited (focus on cost effectiveness)
Media: RadioPrintOutdoorCinemaDigitalPublic Relations
Timings: 6 months
TARGET AUDIENCE INSIGHTS
Roy Morgan Segmentation MappingVolume of Population for people 20-24
The core Lost Registry audience 20-24 makes up 8.1% of the total population
of Australians 14+.1,490,000
Lost Registry Audience 18-34
5,333,000All People
18,381,000(14+ in Australia)
Demographics – Where are they Located?80% of the Lost Registry audience live on the East Coast therefore the budget should be focussed on this area.Volume % Index %
Roy Morgan Value Segments
¾ of the target audience are defined as either ‘Young Optimism’ or ‘Look at Me’
Value segments allow us to have a better understanding of who Lost Registry’s core audience is and how they think.
Roy Morgan Value Segments
Media Consumption by ChannelOnline, Cinema and Outdoor all have high volume and strong index against the Lost Registry target audience.
Media Type preferences – weekday/endMedia type preference does not vary greatly from weekday to weekends.
Use Emotional trigger during each stage of the decision making process to achieve objectives.
Role Of Communication ChannelsUsing the Consumer Decision Making Process
Source: Consumer Decision Making Process (Blythe 2001)
Paid media will help stimulate interest and engagement with Lost Registry’s owned and earned media assets.
Paid, Owned & Earned Media
Outdoor Campaign Schematic
Radio Campaign Schematic
Print Campaign Schematic
Digital Campaign Schematic
IMPLEMENTATION
Checklist for Media Partnerships
CINEMA
Been to Cinema in last 3 months
2/3 of the target audience have been to the cinema in the past 3 months. This audience has a strong affinity with the cinema and is more likely than the general population to go to the cinema.
Movie Genre Preferences
PRINT MEDIA
Top 20 Magazine TitlesCleo provides contextually relevant placement while still garnering the required reach of the target audience.
CleoStrip Advertising
mXStrip Advertising
Zoo WeeklyStrip Advertising
• High Reach• Relevance of Placement• Value and Savings• Drive Relevance
through messaging
• Relevance of Placement• Impact of Launch• Reach in each key
market• Reach audience while
out and about
• Relevance of Placement• Drive Relevance
through messaging• Reach in each key
market• Reach audience while
out and about
Zoo Readership:381,000 p/mCore target:Men 18-34
Cleo Readership:400,000 p/mCore target:
Women 18-30
mX Readership:362,000 p/dayCore target:
Men & Women 18-39
OUTDOOR
Seen Outdoor Advertising in the last 4 weeksStrong Volume and index against panel advertising in shopping centres and at bus shelters.
AdshelBus Shelter and Shopping Centre Panels
Media TreeStreet Posters
• Added Value• High Reach and Frequency• Relevance of placement• Impact at Launch• Reach audience in dwell times
• Added Value• Relevance of Placement• Impact of Launch• Reach in Key Market• Reach audience while out and
about
Chosen Outdoor Media Partners
Chosen Outdoor Approach
Objective Solution Delivered by Adshell
Targeting Key audience
Using proximity data we can directly target the audience of 18-34 including the core 20-24
Mass Reach and Visbility
Adshel has the highest reach and frequency in the ‘Out Of Home’ market
Focus on youth & consumer
By using Adshel’s consumer research we can target our key demographic – 20-24
Adshel Proposal Summary
Exposure to Adshel Advertising
National R&F Data by MOVE
AdShel Media Costs
Objective Solution Delivered By Media Tree
Targeting Key audience
Contextually relevant placememts means we are able to reach the core target audience
Mass Reach and Visibility
Media Tree owns more legal street poster sites than any other street poster company.
MediaTree Street Poster Campaign Weights
MediaTree Media Costs
RADIO
Radio Approach
Today Nova
Station Share
Contextual Relevance
Competitive Pricing O
Cluttered Environment O O
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•
•
•
DIGITAL
Frequency of Internet UseThe target audience are heavy internet users, most often accessing the internet more than once per day.
Time of day spent using the internetInternet usage is consistent during work hours, however peaks at night time.
Top 20 Websites visitedInteresting to see the cinema websites achievbe a high volume and index, this is consistent with cinema viewership
Time spent using the internet at home, work or elsewhere.
Portals and search sites visited in the past 4 weeks
Email & Social sites visited in the past 4 weeks
Digital Approach
Digital/Online Selection
The online selection has been made to generate awareness, reach and interest in the target audience while delivering high traffic to the website. The selection was based on content, demographic audience, time spent and engagement on the site.
Awareness: Generate awareness and reach through contextual display placements.
Tactical: Targeted eDM’s to core demographic who own or have recently purchased a mobile phone.
Reach + Traffic: Generate traffic to the website and increase reach through enewsletters.
Search Engine Marketing
To display contextually relevant advertisements based on the users search query
Collectively Google and Yahoo contribute 99.3% of total search engine traffic in Australia (Hitwise 2010).
Ideal for information search and tactical campaigns.
Display Advertising
Awareness and Tactical Campaign
The Sound Alliance: In The Mix, Faster Louder.Display: Leaderboard, M-Rec, Skyscraper,
enewsletter
NineMSN RONDisplay: Leaderboard, M-Rec, Skyscraper,
Pushdown
Morrison Media - FrankieDisplay: Leaderboard, M-Rec
Google : Google Display NetworkDisplay: YouTube (Entertainment,
Technology)
Adconianedm
DNSedm
Faster Louderenewsletter
In The Mixenewsletter
Email / Direct Marketing
REACH
TRAFFIC
Adconian: eDM
Digital Network Sales: eDM
Adconian email aggregates the audiences from different partners to deliver highly targeted email campaigns.
ReachAdconian deliver over 4 million *permission based consumers in Australia.
TechnologyTechnology leader, driven by the Direct Marketing division “Frontline Direct”
DNS sends hundreds of thousands of emails every week, both heavily targeted and on a performance basis.
ReachDNS reach over 5 million permission based consumer profiles in Australia and NZ across exclusive and non-exclusive partner databases.
PerformanceGenerate clicks using the performance email product. Automatic campaign optomisation targeting the best performing audience segments.
Social Reach
Media: Premium AdsMarketplace Ads
Fan page to engage users through content.
To engage users through content using hashtags.
Total Media Cost
