bus 213 group presentation final(v1)
TRANSCRIPT
COM 213 Media LiteracyFlagler College Media Plan
Student Presenters:Cierra RobinsonCarla MordicaGreg PaquetteBrooke Long
COM 213 Media Literacy
Overview
• Media Objectives• Competitive Analysis / Flowchart &
Budget• Target Audience – Analysis,
Recommendation & Media Habits• Media Selection Rational / Media
Strategy
Media Objectives
Cierra Robinson
Media Objectives• Goals expectations of chosen media
• Increase enrollment 10 percent for fall 2016
• Increase brand awareness• Increase number of inquires over
competitors• Targeted market – non-traditional
adult students• Exposure to media – radio, OOH and
digital• Creative message and requirements
Chosen Media to Achieve Objectives• Mediums
• Digital, Radio, OOH, guerilla and print
• Vehicles• Flagler's website, Facebook,
Twitter and Instagram• Radio 97.9 ESPN, 99.9 HANKFM,
100.7 WFLA, BLAZIN 102.3 and Gulf 104.1
• Billboards, , signs & print (posters, flyers, etc.)
Competitive Analysis /
Flowchart & Budget
Carla Mordica
Academic Year 14/15 Flagler College Saint Leo University Keiser College
Cost of attendance/yr $29,780 $34,240 $26,172
Student enrollment 165 30 27
Advertisement budget $100,000 $115,000 $200,000
Budget Analysis
Competitive Analysis
Television Radio Digital Media Out of home Guerilla Total $-
$50,000
$100,000
$150,000
$200,000
$250,000 Competitive Analysis AY 2014-2015
Adve
rtisi
ng E
xpen
se
Television
Radio
Digital Media
Out of home
Guerilla
Total of media
$- $50,000 $100,000 $150,000 $200,000 $250,000
Budget Allocation AY2015-2016
Media Selection Analysis
• Vehicle addition increases budget $37,920
• 804 total ads• 134 day parts per month• 6 month period for the
academic year
Radio Budget
Target Audience Analysis &
Recommendations
Media HabitsGreg
Paquette
Target, Analysis & Recommendation• Target Audience – non-traditional
students• US Department of Education
definition• Traditional student no longer the
trend
• Very diverse demographics and psychographics
• Non-traditional vs traditional• Prospects needs and desires match
Flagler’s features, advantages and benefits
Target - Demographics Demographics Patricia Todd Brianna MaryjaneAge 21 35 24 52Race Caucasian Caucasian African-American CaucasionIncome $12,000.00 $38,000.00 $18,000.00 $42,000.00
Occupation SalesEmergency
ManagementBank Teller
Administrative Manager
Social ClassLow Income
Working ClassWorking Class
Low Income Working Class
Low Middle Working Class
Education 2-Year College 2-Year College 2-Year College 2-Year CollegeGeographic Location Tallahassee City Leon County Tallahassee City Jefferson County
LifestyleCarefree youth
but focused on a health and diet
Serious family man who works
for the weekends
Focused single mom; daughter is
cornerstone
Serious and mature,
concerned parent - understands quality of life
Target – Psychographics Psychographics Patricia Todd Brianna Maryjane
AttitudePositive and outgoing; a
follower
Goal oriented and focused achiever
Positive and motivated
Goal oriented and focused on cause
MotivationSomewhat motivated
Motivated Highly motivated Highly motivated
Desires (benefit/need)Wants what her
parents have
Strong desire to fullfil needs and wants to provide
for his family
Wants and needs quality things in life. Desires are
stronger than average
Wants a better life for her son; works and lives for him
ValuesLiberal and
tolorentConservative
traditional values
Middle of the road but anchored by christian values
Conservative
Personality trait Aspirer Succeeder Aspirer/Succeeder Succeeder
Decision processSpontanious on
low involvement purchase
Carefully considers all
purchases but desires high
quality
Value brands ok but desires quality
when possible
Carefully considers all purchases
seeking the best features for the
best value
Buying behavior
Not very loyal to brands willing to try anything; has
not learned quality versus brand loyalty
Wants quality and is a brand loyal
customer; will try new products
Brand loyal but considers new
brands if vaue is good
Value and brand loyalty for most
things
Product Usage
• Product usage increasing; females vs males
Media BehaviorHabits Patricia Todd Brianna Maryjane
Media Programs viewed/listened to/browse
Local ABC, CBS. NBC, 103.1 The Wolf Country
Music, Google/Facebook Twitter/Pinterest
Local ABC, CBS. NBC, ESPN, 104.1 97.9 ESPN Radio,
Bing/Google
Local ABC, CBS. NBC, Blazen 102.3
Hip Hop, Google/Facebook Twitter/Instagram
Local ABC, CBS. NBC, Blazen 99.9 FM, 100.7 WFLA
Google/Facebook Twitter/Instagram
Targeted Audience Media Concentrations (Media where our audience resides most)
Television/Digital Print/Radio OOH
Television/Digital Print/Radio OOH
Television/Digital Print/Radio OOH
Television/Digital Print/Radio OOH
Recommended mediums based on habits of targeted audience
Digital/Print/OOH Digital/Print/OOH Digital/Print/OOH Digital/Print/OOH
Media Strategy
Brooke Long
Media Strategy
• Targeted media mix to achieve objectives1. Growth of student enrollment
by 10%2. Increase awareness through optimization3. Increase number of inquires
Media Strategy• Presence among chosen
platforms• Radio, digital, OOH,
Guerilla • Stay within target
audience • Timing is imperative
COM 213 Media LiteracySumma
ry• Media Objectives• Competitive Analysis / Flowchart &
Budget• Target – Analysis, Recommendation,
Media Habits• Media Selection Rational / Media
Strategy
….education is not preparation for life; education is life itself – John Dewey.