media strategy

Media StrategyPresented by:

Lauren Percilla, Eric Schilling,

James Schosser, Ann Whitaker

Elektrip Overview

Two Commuter Bicycle Styles

• Household Income: $50,000 - $120,000• Age: 18-55• Address Type: Single Family Dwelling or Apartment • Credit: Credit Card Users • Education: In or Has Completed College• Buying Behavior: Electronics• Occupation: White Collar Professional• Travel: Business Commuter

Demographics

Regional Weather

Outdoor

• 23 buses, 4 weeks • Circulation – 1,602,585• Bus Wraps present a highly visible

media that reaches many commuters in the Denver Metro area.

Bus Wrap

• Rotary Cycle - 12 weeks 3 Panels• Ad. Size – 14’ X 48’• Circulation – 1,439,934• Rotary bulletins will be in and

around residential areas and are highly visible to commuter traveling to and from residential areas.

Rotary Bulletin

• 50 Panels for 4 weeks• Ad. Size – 48” X 683/4”• Circulation – 450,000• Bus shelters are located in

throughout Denver with a major focus on bus shelters in the metro area.

Bus Shelters

Outdoor Frequency

• Total Budget - $192,910

Bus Wrap Rotary Bulletin Bus Shelter

April X X X

May X

June XJuly X X X

August XSeptemb

er X

Print

Magazine

• Spans art, beauty, culture, business, entertainment, fashion, interior design, nightlife, philanthropy, politics, real estate, sports, & travel

• Relevant Readership- Total Monthly Distribution – 40,000- Potential readers age 25 to 59 – 1,363,034- Average age of Denver Magazine reader – 38

- Professionals – 82%- College Educated – 90%

- Post-grad Degree – 45%- Average Household Income - $95,000

• Guide to the best in arts, entertaining and dining while delivering in-depth journalism

• Relevant Readership– Total verified distribution – 85,000– Total readership – 347,301– Median Age – 46– Average Household Income - $169,000– College Grads – 45%– Post Grad degree – 46%

• 92% of readers have purchased a product based on advertising in 5280

Magazine

• Circulation– 1,123,000 Sunday Post Readers– 770,000 Saturday Post Readers– 753,000 Daily Post Readers

• Relevant Readership– 40% of all Metro Denver adults read The

Denver Post– Average Age – 42– 57% of all Colorado white collar jobs are in

Denver– Average Household Income - $80,000

Newspaper

Direct Mail

• Direct Mail to Businesses Involved in Bike Sales

• Roughly 300 Business Total• Intended to Have a Strong Impact

& Generate Interest• Will Be Followed Up by Sales Force

Denver Magazine

(Full Page Ad)

5280 Magazine(Full Page

Ad)

Denver Post(1/4 Page Ad)

Business Direct Mail

January XMarch Spring Fever

April X

May 1st Week M - Su

June X 1st Week M - F

July Green Guide 1st Week M - F

August X 1st Week M - F

September Hikes & Bikes

OctoberNovembe

r Gift Guide X

Print Frequency

• Total Budget = $101,454

TV

• Daypart - Monday through Friday• Morning News, Evening News• Run May – August• 56 Spots Per Month• 30 Second Commercial Spots• Focus on Increasing Awareness,

Hitting Target Market, and Creating Buzz

TV Focus

TV Frequency & Cost

• Total Budget - $40,000

ABC CBS NBC Fox

May X X X X

June X X X XJuly X X X X

August X X X X

Radio

• Daypart - Monday through Friday• 5:00 am - 10:00 am, 3:00 pm -

7:00 pm• Run on 6 Month Seasonal Cycle• Focus on Increasing Awareness,

Hitting Target Market, and Creating Buzz

Radio Focus

• Reaches an Audience That Wants to Be Educated, Informed, and Entertained

• 64% of Listeners are in Our Target Income of $50,000 - $125,000

• 64% of Listeners are White Collar

Radio

•Reaches Young Commuters in Denver•White Collar, Educated, Young Professionals•100% of Listening Audience Is Between Ages 18 – 54

Radio

CPR FrequencyPer Month

HOT 107 FrequencyPer Month

April 64 64

May 20 12

June 0 0

July 64 64

August 20 12

September 0 0

Radio Frequency

• Total Budget = $50,000

Online

• Denver Magazine & 5280 Are Targeted For the Same Reasons as the Print Version

• Discounted Cost Due to Print Adv.• Electric Bicycle Forum & Ebikes of

America Are Specific to People interested in Electric Bicycles

Website Ads

• Keyword Advertising• Sample Ad:

• Budget Allocation Based off of Nielsen Ratings Dominance: Google - 65.2% Yahoo – 14.1% & Bing – 12.5%

• Heavy Investment Due to Sit Not Having Good Natural Listing

• Will Reduce Budget

Search Engine Advertising

Keywords:• denver bicycle• denver bike• bicycle commuting• bike commute • bicycle commute• commute denver• denver commute• denver traffic • denver traffic

conditions • denver traffic news

• denver traffic report• denver weather• denver weather

forecast• electric bicycle• electric bicycles • ebike • ebikes • folding electric bike • electric folding bike• electric bike

Search Engine Advertising

• Send to Two Different Targeted Lists• Consumer List

• 20,100 Names

• Businesses Involved in Bicycle Sales• 22 Names

• Online Budget Includes Monthly Mailings

Email Program

• Websites are Very Important in Consumer Information Gathering

• Largest Portion of Budget• Extremely Important After Moving Past

Test Market• Online Sales• Online Budget Includes Monthly

Updates of Video & Social Networks• Website Includes Blog for Corporate

Staff and Community Section• Website Will take time to Naturally List

Higher For Certain Search Terms

Website & Social Networking

Website

Web Ads Search Email Marketing

Website

January X (Certain Sites) X (Certain Terms) X X

February X (Certain Sites) X (Certain Terms) X X

March X (Certain Sites) X (Certain Terms) X X

April X X X XMay X X X XJune X X X XJuly X X X X

August X X X XSeptemb

erX (Certain

Sites) X (Certain Terms) X X

October X (Certain Sites) X (Certain Terms) X X

November

X (Certain Sites) X (Certain Terms) X X

December

X (Certain Sites) X (Certain Terms) X X

Online Frequency

• Total Budget = $199,600