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