media strategy: ppq cardashians katelyn macaione n9101748 ... · personalised plates queensland...

Media Strategy: PPQ CardashiansBlueprint Communications for Personalised Plates Queensland

The Team: Niamh Burke n8831963Patrice Byatt n9147349Katelyn Macaione n9101748Nicola Ward n9054511

Date: 6pm 02/06/16Tutor: Hannah Rowe

Presenting to: Liza Avgoustakis1

Four Sections

Insights to the Product and Target Audience

Media Objectives and Media Strategy

Media Channels

Media budget

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Personalised Plates Queensland (PPQ) work hand in hand with the Department of Main Roads to create and build a range of unique number plates.

They strive to target different segments in the market to advertise their many ranges of plates to.

Their product is distinct to every customer, with no two plates ever the same making the overall product the same, but the individuals end product something different.

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$5000

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Lay-By

Enhancing a customer's purchase experience, through the evolving ecommerce technology is a winning strategic

decision (Doherty and Ellis-Chadwick, 2006).

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Competition

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Combating competition

Focus on what motivates purchase behaviour and when does the consumer most desire a status product (Rucker and Galinsky, 2008)

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Keeping up with the ‘Cardashians’

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Key Insight

A Cardashian wants to project their ideal self, using both personal belongings and social cues to assist in personifying their personality.

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Media Objective

To create a high reach, low frequency campaign targeting the consumer group of Cardashians across a one month pulsing schedule.

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Media Strategy

To catch Cardashians in a moment of self consciousness, when the cognitive dissonance of who they currently are and who they want to be is high.

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Evaluation Plan

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Create awareness and hype

Position plates as an opportunity to celebrate

style and personality

Maximise reach and frequency

Motivate purchase through contextual environments

Drive prospects to research, enquire or purchase

600 plate sales in July

20K+ unique landing page views

4K new Facebook fans

8K new PL8M8 leads

COMMUNICATION OBJECTIVES

MEDIA OBJECTIVES

MEASUREMENT METRICS

Media Channel Options

OnlineRadioTelevisionOutdoor

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Online● Internet plays a huge role in the daily life

of a ‘Cardashian’, with them being known to use it continuously throughout the day

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● Through the assistance of the target market’s internet search history this could help pinpoint the perfect time and place to advertise to Cardashians

Radio● Cardashians are frequent radio listeners

with over 90% of the group tuning in to a radio station on a weekly basis and 87% listening to the radio in their car.

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● By buying a breakfast spot on the Cardashians favourite stations, Nova 106.9 or Hit 105, this will deliver a high reach of the target market and a considerably low budget compared to other media channels.

Television● Programs that would reach a high

percentage of the Cardashians such as Big Bang Theory, Modern Family and the Bachelorette have a high media cost, constituting much of the campaign budget.

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● In terms of production one large hurdle is the need for a long lead time, with the campaign soon to launch the time available doesn’t allow for production or booking time.

Outdoor● Over 80% of Cardashian women see outdoor

advertising weekly.

● Outdoor advertising reaches a Cardashian on their way to work, high cost and potential media wastage of billboards, bus wraps would be more effective.

● Retail out-of-home mediums have potential to resonate during moments of self-consciousness as Cardashians love to be in social situations in this space.

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Budget allocation

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46% digital

39% radio

15% outdoor

Media Schematic and Timeline

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Week 1 Week 2 Week 3 Week 4 Week 5

Digital - Package

Digital - Search

Digital - Social

Radio - All stations

Outdoor - Mega side

Outdoor - Westfield

Summary

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Key Insight: A Cardashian wants to project their ideal self, using both personal belongings and social cues to assist in personifying their personality.

Media Objective: Create a high reach, low frequency campaign targeting the consumer group of Cardashians across a one month pulsing schedule.

Media Strategy: To catch Cardashians in a moment of self-consciousness, when the cognitive dissonance of who they currently are and who they want to be is high.