portland children's museum media plan example
TRANSCRIPT
portlandchildren’s
m3ars Mediaanna Craver
michael Goswicksarah Norris
mervonce Osbournemariah Schneiderricky Verastegui
table of Contents
SITUATIONAL ANALYSIS
AUDIENCE
MEDIA MIX
EXPOSURE
TIMING
COST
SOCIAL MEDIA
SUMMARY
CITATIONS
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situationalAnalysis
the ObjectivesBackground
The Portland Children’s Museum (PCM), located on 4015 SW Canyon Rd., has brought fun and education to the Portland area for almost 70 years. But the PCM is not the only children
education center in Portland. A large direct competitor is the Oregon Museum of Science and Industry (OMSI) and the Oregon Zoo. This means that parents may not consider
the PCM when thinking of outings with their children. To change this, a comprehensive advertising campaign will go out to remind and inform people about the PCM, ultimately
driving attendance.
Marketing Objectives
Achieve a 15% increase in attendance over typical high seasonal foot trafficAchieve a 5% increase in attendance over typical low seasonal foot traffic
Increase membership by 25%
Advertising Objectives
Increase annual website traffic by 25%Increase recall by 15% when asked about children activities in Portland
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Audience
primary & SecondaryPrimary
We decided the most fitting audience for the Portland Children’s Museum (PCM) would be women 25-49 years of age. Several factors
played into our decision to specifically target women between those ages: Portland’s
population, time spent with the children, purchase power, and time spent at home
versus at work.According to a 2010 Census done, women
make up 50.5% of the population in Portland, Oregon. Not only are they half the
population, but in 68% of all households, women are also the primary caregivers. (“Who are Family Caregivers?”). Which
directly translates into the fact that women make 85% of purchasing decisions or are
considered the “chief purchasing officers of their households” (Luscombe). PCM would also benefit from targeting women (of this
age range) because they tend to spend more time at home with their children, in
comparison to the men. According to a 2001 study done by USA today, women spend almost twice as much time at home with their kids in comparison to men (Jayson).
Secondary
We have identified our secondary audience as men ages 25-49. With the growing
population of men becoming stay at home dads, this secondary audience will be good to target for the PCM. According to a 2010
study done in USA today, 49% of parents are spending more time with their children today
than in previous generations (Jayson). Men are also a good secondary target because of the media used in the campaign. Transit will reach a large number of people in the Portland metro area and for that reason, we cannot specifically target the primary
audience. The reach of transit is so great that it will also influence the secondary audience. In the GRP’s we obtain from transit and other
media, we will reach both our primary and secondary audiences. According to a Pew
Research study, from 1965 to 2011, mothers and fathers roles in family life at home
have converged significantly. They study also showed that men take on the role of
a caretakers 11 out of the 24 hours in a day (Parker).The research conducted indicates
that men, ages 25-49, are a good secondary audience for the campaign.
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Demographics
Although there is a large concentration of women in the Portland city limits, the campaign will expand the audience by targeting women
in the Portland metro Area, including cities like Aloha, Beaverton and Hillsboro. These
surrounding cities are all on MAX lines, and will see the transit wrap that showcases the PCM.
Portland has over 24% of households living with a child. However, Hillsboro has 35.3% of households living with children, followed by
Aloha at 33.4% and Beaverton at 27.5%. Those three figures represent a significant demographic statistic in the cities surrounding Portland, which
fall into the campaigns target demographic.
Psychographics
Our target audience fits the modern mom lifestyle. They are concerned with healthy living, environmental issues, and keeping in touch with their children. According to a BSM Media survey, 71% of mothers use the Internet to get product information (LaMotta, Linder). Moms are using online medias to communicate: websites like Maya’s Mom and BlogHer (LaMotta, Lindner). A large part of being a mother today involves
sharing stories and experiences with other moms. In another survey done by BSM Media,
65% of moms reported feeling “undeserved” by advertisements because of their lack of relevance
to their own lifestyle or because the ads simply are not targeting moms (LaMotta, Lindner).
Like most generations, these mom’s are very concerned with the well-being of their child, and being that a majority of households have
mothers holding the purse strings, they will be the ones deciding what to spend on the children.
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demographics & Psychographics
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behavioristics & GeographicsBehavioristics
Our target audience wants to form relationships, they like a sense of belonging. Marketing
and advertising to them should be personal (LaMotta, Lindner). Moms are also the most likely to be in their cars more than any other member of a family. They are often the ones
doing the grocery shopping and driving children to extracurricular activities (LaMotta, Lindner). This target audience also takes advantage of
learning online: finding recipes, how-to videos, directions, etc (Druxman). Because a lot of these women are balancing either multiple
children, a job, or managing the house as well, they are often pressed for time and do not like it wasted (Druxman). Today, buying behaviors have changed drastically from mothers two
generations ago. Most of our target audience will seek out high quality items and “are proud to
admit when they get a good price” (Druxman).
Geographics
We are targeting women in the Portland metro Area, including surrounding cities like Aloha, Beaverton and Hillsboro. These surrounding
cities are all on the MAX line that we have our transit wrap to be displayed. Because Portland
has over 24% of the 250,133 households in Portland, living with a child, they are the main target. However, Beaverton has 27.5% of their
households living with children, Aloha has 33.4% of households living with a child and Hillsboro has 35.3% of houses living with a child. Three
of the biggest cities surrounding Portland with women living with children are in the target
geographic. Also targeting downtown Portland and SW in general, with the neighborhoods
surrounding the museum crowd.
media Mix
Print will be critical to our overall campaign as it lets us place ads in specific markets.
Because of the ability to easily target, print will help effectively reach a large portion of the target audience, along with a high frequency rate, as many people read the
same print sources over and over. This will help lay a foundation for the campaign.
the MixOverview
In order to effectively deliver the message to the target audience, we have picked four different mediums: transit, radio, online, and print. Each of these mediums has a different
reach and frequency, and together, help us effective reach the target audience.
Transit
Public transportation is a large part of the Portland Metro Area. Many people use the MAX as their main form of transportation.
That is one of the reasons we have decided to implement a full MAX wrap as part of
the campaign. It’s a good way of appealing to a large number of relevant individuals.
With a large number of GRP’s, we are likely to attain a high reach and frequency of our primary target audience; however, the MAX wrap cannot specifically target our primary audience. We will also be obtaining views from many other people who are not in
our secondary audience, allowing for more general exposure
Radio
Radio is a very important aspect of our campaign because it’s an effective way
of reaching the members of our primary audience who commute in cars. We will run
two ads on KKCW-FM between the hours of 6am and 10am and one ad during the
hours of 3pm and 7pm because those are peak traffic hours. Radio is most effective with a higher frequency so targeting the
hours that are typically commuting hours will allow us to reach our target audience multiple times in a day and a week. The
radio station we have chosen for the campaign is KKCW-FM’s, because the
station’s content is adult contemporary, and coincides well with the primary target
audience.
Online
Our online presence is Google Adwords. Online advertisements are easy to click
on, share and can be seen from multiple devices (computer, phone, and tablet),
which is why Google Adwords run continuously throughout the campaign. The advertisements seen online create the opportunity to continuously reach
members of the target audience.10
Transit
Max Full Side Wrap
The full MAX wrap will completely cover a MAX train for the months of May, June, and July, for a total of twelve weeks. The wrap will feature the Children’s Museum logo and a colorful
display of images that represent PCM. Color will be an important visual element of the wrap. Children are vibrant, excited, full of energy, and looking forward to the rest of their lives. These are the types of qualities that will be captured by the design that is unique for
the PCM and MAX wrap.
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KKCW-FM6 am - 10 am
The 6am radio slot will allow us to reach the segment of our audience who
commutes to work in a car. We have chosen to target people in the morning
to that they can think about the PCM throughout their work day, and choose to visit the PCM when time is available,
rather than visiting the museum’s competitors.
KKCW-FM3 pm - 7 pm
There is a high probability that the individuals driving to work in the morning
will also drive home after their work day is over. To maximize our reach and
frequency in radio, we have decided to also run ads in the 3pm slot. The repetition of PCM ads will increase
the awareness among primary target audience members.
Radio
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Online
Google Adwords
For Google Adwords we have identified 120 key words that will be included in our search. This will cost us $75 dollars a day for a total of $27,375 for the overall
campaign. We are aiming for 214 clicks per day which translates to 78,100 clicks for the overall campaign and 1,825,000 total impressions. Adwords will run for the full
year and will allow for the Children’s Museum to have constant contact with potential customers.
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Portland Family
Portland Family is a Magazine that strives for affordable and relevant information. The magazine identifies their target consumer
as Portland mom’s between the ages of 25-54. The identified target market for Portland
Family matches well with the primary target audience of the campaign. Making the impressions obtained from the print
advertisements extremely relevant.
Metro Parents
The Metro Parents magazine is the largest circulation of parenting magazines in the Portland metro area. They target highly
educated parents with a high family involvement. 92 percent of the magazine’s readership is women, which is ideal for our
campaign.
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Television & Newspaper
The media not to use in the campaign is television and the Oregonian. We decided that
these media vehicles would not be the most effective use of our budget. The television ads were
not perceived as the best use of money because it would be
hard to target an audience, and the impact would not be the
same as, for example, the MAX wrap. The Oregonian newspaper was not believed to be the most
effective way to reach the certain demographics that we were
targeting.
unused Media
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Exposure
roll-out ExposureThe Overall Roll-out
The schedule we have proposed uses multiple media vehicles in order to reach the greatest number of target audience members and effectively use the $200,00 budget. The campaign
is divided into two sections, the roll-out and the 12-month. The roll-out consists of print, online, transit, and radio to first intrigue and make audiences aware of the Children’s
Museum. Transit will generate an estimated 1,139,871 impressions over 3 months, starting in May. The radio ads will also run during this same time frame. With morning and evening
runs, along with a pulse around the holiday season, radio will generate a combined 354,432 impressions. In total, the roll-out specific elements will have a reach of roughly 50 and a
frequency of about 9 times.
Transit
Transit will be the big driver. The MAX Full Side wrap will be on
12 different MAX trains, and will be shown starting in May, when
foot traffic to the Children’s Museum is growing. With such a large presence in Portland, the MAX full side will showcase the Children’s Museum, much like it
has for the zoo.Reach: 44
Frequency: 6.8
Radio
Radio will focus on reaching people on their daily commute.
Each morning ads will run twice a week for the initial three months,
along with a pulsing period around the holiday season, when
there is a rise in attendance. There will be an evening spot
once a week, covering the same times.
Reach: 19Frequency: 4.9
Transit TypeCost per
WeekImpressions
per WeekNumber of
Ads
Max Full Side $9,900 94,989 12
Total $9,900 94,989 12
Radio Station Cost per AdImpressions
per WeekNumber of
Ads
KKCW - FM(6am - 10am)
$300 55,200 64
KKCW - FM(3pm - 7pm)
$310 30,000 32
Total $610 85,200 96
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the 12-month Campaign12 Month Campaign
Once the campaign has gained momentum, the 12-month campaign will carry the message for the rest of the year. This campaign consists of print and online elements. The print
advertisements will be full color, horizontal, half page ads in Portland Family and Portland Metro Parents magazine. Portland Family will gain roughly 480,000 impressions over the
12-month period, while Portland Metro will fetch around 540,000. Together, print will gain 120,000 impressions. Meanwhile, online will underscore the other advertising efforts. Using specific keywords, our online Google Adwords campaign will generate roughly 1,825,000
impressions, with a click-through rate of roughly 4%.
Online
In today’s world, people turn to Google for any questions. As a result, we want to make
sure the Children’s Museum is the first activity that pops up when parents are searching for activities to do with their children. As such, we will buy 120 words for the entire year,
ensuring that we can capture a large majority of the audience.
Reach: 57Frequency: 8.4
Our print campaign will consist of monthly ads placed in Portland Family and Metro
Parent. These ads will be 4-color, horizontal, half page ads, and will showcase the Children’s Museum next to the articles. This will help get the ad in front of the readers,
and help prevent glance-over. Reach: 41
Frequency: 6.5
PublicationAd Unit Size
& LengthCost
per adNumber of
AdsImpressions
per ad
Portland Family
1/2 Page horizontal
$775 12 40,000
Metro Parent
1/2 page horizontal
$1,010 12 45,000
Total1/2 page
horizontal$1,785 24 85,000
Number of Words
Cost per Week
Impressions per Week
Number of Weeks
120 $525 35,000 56
Total $525 35,000 56
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total Exposure
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Media Vehicles
Total Impressions
Target Rating Points
Reach (Total Adjusted)
Frequency (Total
Average)Total Cost
Transit 18,250,000 300 44 7 $118,800
Radio 354,432 93 19 5 $29,120
Print 1,020,000 268 41 7 $21,184
Online 1,139,871 480 57 8 $27,375
Total 4,339,303 1,142 86 13 $196,479
Overview
With the combination of online, print, transit, and radio advertisements, it is estimated that the campaign will produce 4,339,303 total impressions. That translates to 1142 target rating
points. This campaign will reach people that equal to 11.42 times the size of the target audience.
There will be an overlap in people who see and hear the museum’s ads. In order account for that, our group used the Sansbury method and calculated the effective reach to be
86.83. The structure of our media schedule effective reaches nearly 87 percent of the target population and efficiently uses the media budget. By using the Sansbury, we have also
calculated that 87 percent of audience members being reached will see about 13 ads for the museum (average frequency of 13).
Timing
media ScheduleOverview
There will be multiple techniques used in the timing of our campaign. The overall media strategy will be front end loaded, including two main pulses, and a continuous form of
advertisements with the use of print, and online. The media types in the campaign include outdoor transit, radio, online, and print.
Online and print will follow a continuity approach between the months of April and February to keep the message fresh in the minds of our target audience. Print and online
Google Adwords will run year round to create continuity in the message to the target audience. Radio will involve one channel (KKCW-FM). There will be two spots between
6am-10am between the months of May to August and again from November to February. During this time, there will also be one spot between 3pm-7pm of the same time periods. These are the perfect times for radio spots because parents of the children attending the museum are likely listening to radio as they drive to and from work. We have chosen the
radio spots during the peak season of PCM, May through August, in order to drive our audience there at that time. We chose the November through February to have the radio spots again because this was the PCM’s off season and we want to make sure to remind
our audience of the museum when the season isn’t at its peak. Outdoor transit is the most expensive media type, therefore we decided to utilize the max wrap during the 3 month
peak of May, June and July.
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Cost
the Budget
Overview
The total spending for the campaign will be $196,479.80, and it will deliver 4,339,303 impressions. Of this money, $29,120 will be devoted to radio, $21,184.80 to print, $118,800
to outdoor, and $27,375 to online. Print is cheapest across all platforms, and it will be the third largest generator of impressions. Print media is a good way of increasing the number of times that an advertisement is viewed. Similarly, online advertisements can
increase the frequency that a target audience sees an ad. The $27,375 that is being spent on online advertisements will generate 42% of the total impressions. The money spent
on online advertising will keep a consistent level of awareness throughout the year. Outdoor advertisements, in the form of a MAX transit wrap, will generate 26% of the
total impressions in three months. It is a highly effective use of the budget. Additionally, outdoor advertisements allow the PCM to target the identified secondary target market. The max light rail also goes throughout downtown Portland, which according to Google
maps, is only a 5-minute drive from the Portland Children’s Museum. The light rails close proximately to the museum makes it an excellent form of advertising, justifying
our $118,800. Although the MAX wrap takes up a large portion of the budget, it is highly effective and efficient in generating relevant impressions.
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cost vs. Impressions
Cost Distribution
The largest expense is the MAX Full wrap, with a CPM of $102, while online has a CPM of $15. While this has the largest cost, it also has
a large reach, giving the campaign the ability to be across most of Portland.
In order to place the Children’s Museum in the audience’s idea of a day
out with their children, the campaign needs to focus
heavily on the roll-out.
Impression Distribution
While it may seem that the 12-month campaign has a larger impact, the roll-out is crucial for setting
the tone of the campaign. Further, over a third of the impressions for the
campaign come during a quarter of a year, showing
a high impression rate when it is needed the
most.
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social Media
social media StrategyRecommendation
Women ages 25-49 spend a great deal of time on the go, making social media a part of their lives. It’s convenient and easily accessible. The ability to quickly showcase ideas, events, promotions, through the use of social media give the PCM power. Which can be used to
peek our audience’s interest by offering special offers, discounts, and highlight events. All of which will increase traffic into the museum.
Facebook can be used to expand on what the Children’s Museum offers specifically: field trips, learning center, membership,
volunteer and employment opportunities. Facebook will help with audience
interaction, asking them to post about their experiences and upload personal
stories and photos with the PCM’s exhibits. Facebook can be used as delivery method for newsletters, discounts, promotions and
events sign-ups.
Twitter can be very effective because it provides a form of live news, which can be customized based on the people or pages an individual follows. The use of
hashtags in Twitter can help the Children’s Museum create ways of organizing tweets
that are specific to any museum events, promotions or exhibits. It would be to the Children’s Museum’s advantage to utilize hashtags as a way of building an online
community.
Instagram is a photo-based social media phone application that is growing and
highly interactive. People who attend the PCM can upload their photos to Instagram
and share their experience, visually. Instagram can be a powerful tool for the Portland Children’s Museum because of the many different exhibits and events they offer. A lot of these activities are
highly interactive so posting your own/your child’s experience using the hashtag #myPCM will allow the experiences to be shared with other members of the PCM community, all while promoting what is
going on at the museum.
YouTube
The Portland Children’s Museum’s YouTube page is named pdxcm. We
suggest changing it to something more recognizable. The museum’s YouTube page
is a great way place to showcase events that have already happened. YouTube can also tease audience members by showing
quick clips of upcoming events.26
Summary
Audience and Delivery
The primary target audience for this advertising campaign was selected because women ages 25-49 makeup the majority of Portland’s population.
Additionally, women of this age range have great purchasing power. It is important to understand who makes purchase decisions in order to target
people who have the want and ability to participate. With the primary target market in mind, the combination of print, online, transit and radio media types
were used to effectively reach audience members.
Cost and Efficiency
The CPM for the campaign is $45.28, this calculation considers the costs for all four media types and the total number of impressions. With the same variables, we calculated the reach to be 86.83 and the average frequency of the campaign to be 13.15. By using 98.24% of the total budget, the campaign
will reach 85% of the primary target audience about 13 times.
Strategic and Tactical
The strategy and tactics for our campaign included factors that are specific toward the primary target audience and factors that are specific to the PCM. There are times and seasons when people listen to radio, ride the MAX, read publications. Those variable were accounted for in our media schedule and
selection in media types. Considerations in regards to seasonality of the PCM were also considered. It is important to match the timing of the museum’s needs with the wants of the consumers. The tactics used in the proposed
campaign consider both and make for efficient budget allocation and media planning. Large pulses, and continuous advertisements were chosen for the
PCM’s advertising campaign. Heavy upfront advertisements create awareness for new and returning consumers. Followed by pulsing to create a higher level
of awareness, and a continuous level of advertising throughout the year.
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Citations
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Druxman, Lisa. “Marketing to Moms.” Entrepreneur. 11 Apr. 2007. Web. 17 Mar. 2015. <http://www.entrepreneur.com/article/176978>.
Jayson, Sharon. “Men vs. Women: How Much Time Spent on Kids, Job, Chores?” USA Today. Gannett, 14 Mar. 2013. Web. 16 Mar. 2015. <http://www.usatoday.com/ story/news/nation/2013/03/14/men-women-work-time/1983271/>.
Lindner, Melanie. LaMotta, Lisa. “How To Market To The Modern Mom.” Forbes. Forbes Magazine, 8 Jan. 2009. Web. 17 Mar. 2015. <http://www.forbes. com/2009/01/08/mother-marketing-gm-ent-sales-cx_ ml_0108marketingtomom.html>.
Luscombe, Belinda. “Woman Power: The Rise of the Sheconomy.” Time. Time Inc., 22 Nov. 2010. Web. 16 Mar. 2015. <http://content.time.com/time/magazine/ article/0,9171,2030913,00.html>.
Parker, Kim. “5 Facts about Today’s Fathers.” Pew Research Center RSS. 12 June 2014. Web. 16 Mar. 2015. <http://www.pewresearch.org/fact-tank/2014/06/12/5- facts-about-todays-fathers/>
U.S. Census Bureau. (2013). ACS Demographic and Housing Estimates. 16. Mar. 2015. http://factfinder.census.gov/faces/tableservices/jsf/pages/productview. xhtml?src=bkmk
“Who Are Family Caregivers?” Http://www.apa.org. American Psychology Association, 1 Jan. 2005. Web. 16 Mar. 2015. <http://www.apa.org/pi/about/publications/ caregivers/faq/statistics.aspx>.