black market media plan

PORTLAND CHILDREN’S MUSEUM

“Where Imagination Lives”

MEDIA PLAN

Black Market Media Fall Term 2009

Robyn Birkedal

M a r c u s

D e g r a z i a

Stephanie Maul

Brandon Pitzer

J e n n i c a

W a l t m a n

2

Table of Contents:

The Right Audience. . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3

The Right Medium . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

The Right Exposure level . . . . . . . . . . . . . . . . . . . . . . . . .9

The Right Timing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .12

The Right Cost . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14

Summary Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . .17

Creative Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18

3

The Right Audience

WHO IS THE TARGET AUDIENCE FOR THE PORTLAND CHILDREN’S MUSEUM?

DEMOGRAPHICS:

Age: 25-49

Gender: Female

Children: 1+

Education: Some college / higher education

Principle shopper of household

Annual Income: 30-60k

GEOGRAPHICS:

Location: Beaverton, Aloha, Lake Oswego, West Hills,

Portland Metro

Common Zip Codes: 97219, 97034, 97005, 97214

PSYCOGRAPHICS:

Lifestyles:

Urban, healthy, independent, involved

Values:

Family and community involvement, parenting, environmentalism,

education

Interests:

Healthy cooking

Spending time with family

Fitness & health, diet & weight loss

Social activities – adults and children

Self-help, arts and crafts, gardening

4

Oprah and other females in the media

Beliefs:

Attends church occasionally

Registered as voters and politically aware

Progressive

Believe in the traditional family model

Self Image:

A good mother, intelligent, having a busy lifestyle

BEHAVIORISTICS:

Buying Motivations

Rational:

Price/value: Looking to save money and obtain a bargain

Ingredient/Content: Looks for food with healthy ingredients that are

low in sugar, fat and preservatives for their family

Convenience: Values convenience and location for their

purchases.They enjoy supercenters where it is a one stop

shopping experience

Place: Prefer products that are widely available

Performance: Target audience prefers good quality and high performance

Emotional:

Image: The target audience purchases items based upon how they will be

viewed by other mothers and friends. They want approval based upon the

products they buy for their family

Self-Concept: Motivated by how they feel after purchasing certain products seeking

confidence and self assurance

Intimacy: Seek products that strengthen the relationship between them and family or friends

5

Buying Style

Highly cognitive purchase styles

Enjoy shopping

Make up a mix of price sensitive and brand loyal shoppers

Not the first or last to try a new product

Depend on brand familiarity for purchases for their children

Influenced by others – friends & family

Influenced by children – 57% of moms consider their child’s request

to be a vary important factor for making purchases

Moms are the primary shoppers for routine household

purchases such as groceries and drug store items

Media Preferences:

Listens to KWJJ & KGON

Urban women are most likely to surf the internet and watch

TV- (urban living report)

Magazines: People, Newsweek, Oprah, Rolling Stone,

Willamette Week, Real Simple, Portland Family and Metro

parent

6

The Right Media

The media mix was carefully selected and based upon several factors. Mediums were chosen

that had a good fit with the target audience, were locally relevant, and aligned with the plans

objectives. The positive characteristics associated with the different media types were also a

major consideration and are outlined below:

RADIO

Macro

Portland has more radio stations per capita than any other city. This indicates a high

level of listeners within the area and allows us to directly connect with the local

community.

This mobile medium will reach the active target audience easily and provide flexibility

with the length of ads, sponsorships, and message types.

In addition this medium will help to build reach and frequency quickly with multiple

message formats.

Micro

We chose to use a mix of two different local radio stations that have high volumes of

listerners in the target demographic. KGON will allow us to reach our target audience in

the morning at a relatively low cost compared to delivered impressions.

KWJJ is a country station that attracts a high volume of listeners within our target

market. In addition, their community focused programming will help us to reach the

diverse target audience through their community event programming.

MAGAZINES

Macro

Magazines have graphic impact. They grab readers attention through color, style, and

content.

7

Magazines have a level of credibility within the community and a long message life.

Micro

The media vehicles we chose were Portland Family and Metro Parent. These local

community based magazines are well known within the target audience and have a high

pass along rate. These magazines are geared for women that value education and

improving their child's life experiences. We are confident that magazines will be the most

effective medium to reach our narrow target audience.

OUTDOOR

Macro

Out of home has the ability to generate a big visual impact upon viewers.

The ability to create a buzz value around town among the target audience and all walks

of life.

Outdoor is flexibile. There is an opportunity to place the message in targeted geographic

locations.

Micro

We choose Trimet as the best method for outdoor advertising. With the Blue/Red Max

lines going straight to the Children's Museum location in Washington Park, we have an

attractive opportunity to advertise on those specific lines with eye catching murals.

Benches on Trimet give us the ability to attract attention from transit riders and auto

commuters. While not as graphically attractive as a billboard, it will compliment our

maxline mural media strategy and increase reach.

INTERNET

Macro

The internet is quickly becoming known within the business world as an effective way to

measure and track impressions.

8

The ability to tailor information specifically to a target audience is a strength of the

medium.

The speed of ad placement allows for quick changes to the ad as the campaign

progresses.

Micro

Citysearch was chosen as the media vehicle for the internet based upon the levels of

viewers within our demographic. With the majority of users being women 21-44 and

having a household income of over 50K there is an opportunity to effectively reach our

target audience.

Citysearch visitors are already seeking information about local activities and events

which allows for a media vehicle fit.

MEDIA NOT RECOMMENDED

TELEVISION

Creating effective reach and frequency within our target audience proved impossible

with our budget. There are more cost effective ways to reach the target audience.

There is a high level of noise within television and our expensive ad will be seen

passively by our busy target audience.

NEWSPAPER

Our target audience is less likely to read the newspaper than any other media medium.

This proved to be a poor choice for our strategy due to low reach and high costs.

In addition, Newspapers are not a creative medium as magazines and the internet,

therefore limiting our ability to communicate the fun exciting opening of the Portland

Children's Museum.

10

The Right Exposure Level

Four mediums were chosen as the best way to connect with the target audience: radio,

magazine, outdoor, and Internet. During the campaign, reach will be favored over frequency for

several reasons. Since virtually no advertising has been conducted for the property, it is

important to communicate with the target audience with reach rather than frequency. In addition

it is important to communicate the new location of the Portland Children’s Museum along with

the uniqueness of the attraction.

Media Use Table: Radio

Radio is a strong local medium and has a low cost of entry. This medium can help inform the

audience of the museum’s re-opening and other future events. The two local stations, KWJJ

and KGON, will be used. KGON will be used in the morning daypart and KWJJ in the afternoon

day-part.

Media Use Table: Magazines

Media Type

Media Vehicles

Ad Unit Size/Length

# of ads purchased

(1/4 pg)

Bonus ads (1/4

pg)

Total Number of Ads

Impressions per Ad

Total Impressions

Magazines Portland

Family

1/4 Page 20 5 25 40000 1000000

Metro

Parent

1/4 Page 20 5 25 40000 1000000

Total: 40 10 50 80000 2000000

Portland Family Magazine and Metro Parent were the most trusted sources and the most

effective to reach our target audience. 15% of the budget went to magazines which will achieve

52% of the target impressions during the campaign.

Media Type

Media Vehicles

Ad Unit Size/Length

Number of ads

purchased

Number of bonus

ads

Total Number of Ads

Impressions per ad

Total Impressions

Radio KGON - AM 60 sec 50 2 52 5304 275808

KWJJ - PM 60 sec 50 2 52 4947 257244

Total: 100 4 104 10251 533052

11

Media Use Table: Outdoor Media Type

Media Vehicles

Ad Unit Size/Length

Showing

Number of ads purchased

Number of Bonus Ads

Total Number of Ads

Impressions Per Ad

Total Impressions

Outdoor Light rail Mural 8 10 2 12 36059 432708

Transit Benches 125 215 43 258 2096 540768

Total: 133 225 45 270 38155 973476

The highest percent of cost will be devoted to benches and murals from the outdoor category.

Outdoor gives us the opportuinty to position the messages close to Portland Children’s

Museum, have a relatively low cost per impression, and achieve a high reach.

Media Use Table: Internet Media Type

Media Vehicles

Ad Unit Size/Length (Tiles)

Number of Impressions Purchased

Number of Bonus Impressions

Total Number of Impressions

Internet City Search Tile 1000000 40000 343200

Total: 1000000 40000 343200

Lastly, Internet is a great tool to use because of its high level of interactivity, requiring a high

user involvement, which favors our reach over frequency strategy. Citysearch will be used

because of its high level of use in the Portland area and popularity amongst our target audience.

Media Use Table: Rollout Phase (3 weeks) Column a b c d e f g

Target Audience Universe (W 25-49)

Media Type Total Ads Total Impressions TRPs Reach Frequency

455717 Radio 20 207890 46

Magazine 10 780000 171

Outdoor Benches 101 210900 25

Outdoor Mural 4 168756 8

Internet 133848 133848 29

Totals for the Plan 133983 1501394 279 50 6

After conducting the Ostrow Base Method, we discovered that a roll out phase of 3 weeks would

be preferable, with a reach of 50 and a frequency of 6.

12

Media Summary Table: Full Year Column a b c d e f g

Target Audience Universe (W 25-49)

Media Type Total Ads Total Impressions TRPs Reach Frequency

455717 Radio 104 533052 117

Magazine 50 2000000 439

Outdoor Benches 258 540768 25

Outdoor Mural 12 432708 8

Internet 343200 343200 75

Totals for the Plan 343624 3849728 664 60 11

The full year media plan for Portland Children’s Museum delivers almost 4 million impressions

and 664 target rating points. Reach for the entire media plan is 60 while frequency remains at

11.

13

The Right Timing

The media schedule for the Portland Children’s Museum is scheduled to begin in late December

2009 and end November 2010. Several factors were taken into consideration when determining

the right timing for Portland Children’s Museum media plan including holidays, school

schedules, peak attendance to the museum, and preparing for the initial grand opening.

The plan calls for an initial rollout phase of three weeks which was determined by calculating the

Ostrow Base. This heavy up period begins the last week of December and is carried through the

2nd week of January. We chose this time frame due to scheduled opening of the Portland

Children’s Museum in January, and to provide excitement and generate ticket sales before the

grand opening. Although there is a lot of noise during this holiday period, our media mix

contains powerful vehicles to reach the target audience. In addition, many people are looking for

activities during January as their busy holiday schedules slow down. This is evidenced by 20%

of the Museum’s past attendance occurring in January & February.

The second heavy up period will take place during the 4 weeks of June. This period was chosen

as it is the beginning of summer and many mothers are looking for activities to participate in with

their young children who are no longer in daycare or school. The beginning of summer sparks

activities and mothers are looking for ways to enjoy more free time with their children. Past

attendance records indicate a rise in visitors during the summer months. Heavy advertising in

June will allow for increased awareness among the target audience that will lead to increased

attendance throughout the summer months. Emphasis will be place upon all four mediums that

make up our media mix.

Between the periods of January 15th 2010 to June 1st 2010 and July 1st to October 22nd 2010

there will be continuous levels of advertising totaling a monthly cost of $8,934 and achieve 63

rating points per month.

During the month of November, Portland Children’s Museum will go dark. No advertising will be

scheduled at this time due to the high costs and heavy noise from holiday ad campaigns.

15

The Right Cost

With a $135,000 budget, the resources were divided between four advertising mediums; radio,

internet, magazines, and outdoor (TRIMET). These mediums are expected to deliver the most

target impressions. The advertising budget was allocated as follows: 21% given to radio, 15%

went to magazines, 40% was directed towards outdoor (split between benches and murals) and

24% is spent on Internet. This media mix was chosen to deliver a high amount of target

impressions in relation to the dollar amount spent.

COST BY MEDIA TYPE

The total spent per media over the course of the year is as follows, radio: $27,500, magazines:

$19,040, outdoor benches: $37,625, outdoor murals: $15,000, and Internet: $32,000. The total

amount spent for the year totaled $131,165 which is under the $135,000 budget. $34,918 was

spent during the three week rollout phase which is 27% of the total spent.

The following bonus ads were negotiated:

Radio- 4, 60 sec ads were given equaling $1,100

Magazines- 10, ¼ pg ads were gifted equaling $4,760

Outdoor benches- 43 extra benches were given totaling $7,525

Outdoor Murals- 2 murals were earned equaling $3,000

Internet- 4000 extra impressions were given totaling $1,280

TOTAL PRICE EQUIVILANT OF GIFTS = $17,665

16

Impressions by Media Type

The amount of impressions that received from this media plan for the whole year was

3,849,728. The breakdown is as follows:14% from radio, 9% from Internet, 11% from outdoor

murals, 14% from outdoor benches, and 52% from magazines. 39% of our impressions were

reached in our three week rollout phase.

The CPM for each media was: CPM for Rollout:

Radio- $52 Radio-$11

Magazine- $10 Magazine- $6

Outdoor benches- $70 O.B.- $84

Outdoor mural- $35 O.M.- $36

Internet- $93 Internet- $32

For All- $34 For All- $23

The CPP for each media was: CPP for Rollout:

Radio- $253 Radio-$48

Magazine- $43 Magazine- $28

Outdoor benches- $1505 O.B.- $707

Outdoor mural- $1875 O.M.- $750

Internet- $427 Internet- $148

For All- $198 For All- $125

17

Cost Summary for 12-Month Campaign h i j k l m n

Cash Cost

Value of Mult'r (Free Ads)

Total Market Value (h+i)

CPM for each medium (Cash)

CPM for all media (Cash)

CPP for each medium (Cash)

CPP for all media (Cash)

Radio $27,500.00 $1,100.00 $28,600.00 $52 $235

Magazine $19,040.00 $4,760.00 $23,800.00 $10 $43

Outdoor Benches $37,625.00 $7,525.00 $45,150.00 $70 $1,505

Outdoor Mural $15,000.00 $3,000.00 $18,000.00 $35 $1,875

Internet $32,000.00 $1,280.00 $33,280.00 $93 $427

Total $131,165.00 $17,665.00 $148,830.00 $34 $198

Cost Summary for Rollout h i j k l m n

Cash Cost

Value of Mult'r (Free Ads)

Total Market Value (h+i)

CPM for each medium (Cash)

CPM for all media (Cash)

CPP for each medium (Cash)

CPP for all media (Cash)

Radio $2,200.00 $2,200.00 $11 $48

Magazine $4,760.00 $4,760.00 $6 $28

Outdoor Benches $17,675.00 $17,675.00 $84 $707

Outdoor Mural $6,000.00 $6,000.00 $36 $750

Internet $4,283.14 $4,283.14 $32 $148

Total $34,918.14 $34,918.14 $23 $125

18

Summary Objectives

Audience and Delivery

Achieve 664 total target rating points among our target audience, women 25 - 49, during the

duration of the advertising campaign

o Attain 279 rating points during the three weeks of our roll-out phase

o Attain 385 rating points for the remainder of the campaign

Achieve a frequency of 6 and a reach of 50 in the three week roll-out phase

Achieve a frequency of 11 and a total reach of 60 over the entire campaign

Achieve 3,849,728 total target impressions among our target audience using 343,624 ads

with the following media mix strategy:

o Deliver 533,052 impressions or 14% through radio

o Achieve 2,000,000 impressions or 52% through local magazines

o Deliver 97,3476 impressions or 25% through outdoor

o Achieve 343,200 impressions or 9% through internet

Cost and Efficiency

Maintain an average target audience CPM of $23 for the 3 week rollout campaign

Maintain an average target audience CPM of $34 for the entire campaign

Achieve an average CPP of $125 for the 3 week rollout campaign

Successfully achieve an average target CPP of $198 for the entire campaign

Strategic and Tactical

Select a media mix that connects with our target audience and is effective in terms of timing

and characteristics

Develop promotional alliance with the Multnomah County Library that will target mothers

with children

Schedule a rollout phase of 3 weeks that will cover the week before and 2 weeks after the

opening of the Portland Children’s Museum

Schedule a pulse during 4 weeks in June to attract the summer activity oriented mothers

and children that make up our target demographic

19

Creative Media

Portland Children’s Museum would benefit from a partnership with the Multnomah

County Library. This is one of the oldest libraries on the west coast, with a history that reaches

back to 1864. Today, Central Library and the 16 libraries that make up the library system house

480 computer search stations for the public and maintain a collection of two million books and

other library materials. As Oregon's largest public library, Multnomah County Library serves

nearly one-fifth of the state's population with a wide variety of programs and services.

Many of these programs are aimed to increase the literacy rates among babies, children,

and teens. The summer reading program reaches children from birth to age 18, and entices

children to read when school isn’t in session. Nearly 58,000 kids registered in 2008, and 50% of

all elementary school students participated. The program that we think would best suit the

Portland Children’s Museum is “Story Time.” Each week librarians and trained staff adapt song

and dance activities into a fun story that matches the attention spans of their audience.

This partnership would occur during our second pulse period in June. Starting Saturday

June 5th Librarians will be invited to the Portland Children’s Museum every Saturday for the

entire month to read fun 25-30 minute stories to children. These events will be advertised on

both the PCM website, and the Multnomah County Library calendar of events. To help drive

traffic, the Multnomah County Libraries will give out $2.00 off admission coupons to any new

library card holder. After story time Librarians will be able answer questions about books and

library services, and teach parents how to interest their children in reading. In addition they will

be able to promote the summer reading program which helps maintain and increase the reading

skills of children. Parents will be able to fill out and turn in a registration forms at the museum.

MCL will benefit from this partnership because they will be able to promote library services, the

importance of early literacy skills, increase the number of library card holders, and promote the

summer reading program. This partnership will benefit PCM by driving more traffic, increasing

sales, and adding to the attendees learning experience.

9/1 9/8 9/15 9/22 10/1 10/8 10/15 10/22 11/1 11/8 11/15 11/22 12/1 12/8 12/15 12/22 1/1 1/8 1/15 1/22 2/1 2/8 2/15 2/22 3/1 3/8 3/15 3/22 4/1 4/8 4/15 4/22 5/1 5/8 5/15 5/22 6/1 6/8 6/15 6/22 7/1 7/8 7/15 7/22 8/1 8/8 8/15 8/22

9/1 9/8 9/15 9/22 10/1 10/8 10/15 10/22 11/1 11/8 11/15 11/22 12/1 12/8 12/15 12/22 1/1 1/8/ 1/15 1/22 2/1 2/8 2/15 2/22 3/1 3/8 3/15 3/22 4/1 4/8 4/15 4/22 5/1 5/8 5/15 5/22 6/1 6/8 6/15 6/22 7/1 7/8 7/15 7/22 8/1 8/8 8/15 8/22W 25-49

Radio AdsPulsing Period Ad Total

Weekly Ad Total 1 1 1 1 1 1 1 1 3 3 4 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 3 3 2 2 1 1 1 1 1 1 1 1

Pulsing Period Ad Total

Weekly Ad Total 1 1 1 1 1 1 1 1 3 3 4 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 3 3 2 2 1 1 1 1 1 1 1 1

Outdoor/Transit Ads


Weekly Ad Total 3 4 3 4 3 4 3 4 30 30 41 3 4 3 4 3 4 3 4 3 4 3 4 3 4 3 4 12 12 9 12 3 4 3 4 3 4 3 4


Weekly Ad Total 1 1 1 1 1 1 1 2 1 1 1

Internet Ads


Weekly Ad Total 4652 4652 4652 4652 4652 4652 4652 4652 40154 40154 53540 4652 4652 4652 4652 4652 4652 4652 4652 4652 4652 4652 4652 4652 4652 4652 4652 18609 13957 13957 13957 4652 4652 4652 4652 4652 4652 4652 4652


Weekly Ad Total 1 1 1 1 1 1 3 1 1 1 1 1 1 1 1 2 2 1 1 1 1

Weekly Ad Total 1 1 1 1 1 1 3 1 1 1 1 1 1 1 1 2 2 1 1 1 1

Number of Ads

2 2 2 2 2 2 2 2 6 6 8 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 6 6 4 4 2 2 2 2 2 2 2 2

3 4 3 5 3 4 3 5 31 30 41 3 4 3 5 3 4 3 5 3 4 3 5 3 4 3 5 12 14 9 13 3 4 3 5 3 4 3 5

4652 4652 4652 4652 4652 4652 4652 4652 40154 40154 53540 4652 4652 4652 4652 4652 4652 4652 4652 4652 4652 4652 4652 4652 4652 4652 4652 18609 13957 13957 13957 4652 4652 4652 4652 4652 4652 4652 4652

Magazine Ads 1 1 1 1 1 1 1 1 2 2 6 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 2 2 2 2 1 1 1 1 1 1 1 1

4658 4659 4658 4660 4658 4659 4658 4660 40193 40192 53595 4658 4659 4658 4660 4658 4659 4658 4660 4658 4659 4658 4660 4658 4659 4658 4660 18629 13979 13972 13976 4658 4659 4658 4660 4658 4659 4658 4660

Pulsing Period Rating Total

Weekly Rating Total 2 2 2 2 2 2 2 2 7 7 9 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 7 7 4 4 2 2 2 2 2 2 2 2







Rating Point Totals

Cost

Holidays

63194 63 63 63 63 150 63

St. Patricks Day

February

35

14

4 2 22 2 22

August

2nd Pulse

17.74%33.84%$49,952 $26,180

6.05% 6.05% 6.05% 6.05%6.05% 6.05%

9 9 22 9

$8,934

6.05% 6.05%

8.00% 22.97% 7.40% 7.40% 17.81% 7.40% 7.40%

$26,180 $8,934$49,952 $8,934

7.40% 7.40%

24 2

9 9

14 14

35 70 35 35

Indepence DayEaster Mother's Day Father's Day

35

9 9 9 22

14

18609

2 2 2

March April May June July

60479 18609

14

1444

35

4 4 4 13 4 4

Total Pulsing Period Cost $

Outdoor/Transit Ads

Internet Ads

Total Ads

Radio Rating Points

Total Pulsing Period Cost %

14

Internet Rating Points

Magazine Rating Points

Total Pulsing Period Rating Points

7.40%

$8,934

Outdoor/Transit Rating Points

35

Total Pulsing Period Rating Points %

$8,934

4 4

35

Total Monthly Cost $

14

63 63

Radio Ads

2

1/4

Page

2 2

5

5

Labor Day Christmas

1

2

6:00am-

10:00a

3:00pm-

7:00pm

Halloween New Years DayThanksgiving Valentine's Day

1/4

Page

14Benche

s

14

Murals1

Tile133848

Magazine Ads

August 2010July 2010June 2010January 2010 March 2010 April 2010 May 2010September 2010 November 2010 December 2009 February 2010October 2010Media Broadcast Calendar

4

10

10

4 4

Media Broadcast Center JanuarySeptember November December

10 44 4

October

1860918609 18609 18609

44 4

4 4 4 4 4 4 10 4

14 45 14

1 1 1 1 3 1 1

101

1

14 14 14

$8,934 $8,934 $8,934

Rollout Phase

18609 18609

54

2

14

29 4

88

0

5

10

15

20

25

Monthly Attendance (%)

Annual TRPs (%)

black market media plan

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