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Please note that I put a sample media plan on Angel — called “Sample Media Plan – Sonic – 2012”. This plan is MUCH longer than the one required of you as individuals. As mentioned, your SWOT should be very brief but include enough information to “support” your ultimate media objectives and strategies. What should go in your SWOT? What Jay’s main marketing objectives are–where they are strong geographically and where they would like to grow geographically. It should touch on who their target audience(s) are, show any research that may show trends as to new opportunities (more women or younger people as a new target audience?). Remember, you should be looking at the MRI data I provided on Angel–but you should seek out your own research–can you find data from the hunting and fishing industry that may guide you to make recommendations? It doesn’t have to be just media research that goes into the SWOT. SWOT should also briefly touch on the main competitors.
Get online and start search–the hunting and fishing industry is HUGE–there is plenty of data (whether research or trade journal articles) that may uncover some thoughts that will help guide you with your plan.
Don’t be afraid to google things like “how to write a media objectives/strategies” or “how to write a media plan”–other than the five (5) main sections that I have said are important, you are sure to find more info and examples.
We will be spending this week (in class) going over Jay’s again and we can work together on what we think Jay’s main marketing goals are for 2013–you can either use these goals for your paper–or you can customize your own. The purpose of writing the paper is to illustrate that you know what elements need to be examined for a client (SWOT or Situation Analysis) and how to take these “findings” to come up with media objectives and strategies that will help accomplish Jay’s overall marketing goals for 2013.
As mentioned, the sample media plan on Angel is very long and detailed–your job for Jay’s will be to condense your thoughts into 5-6 pages and get one or two main thoughts across. For example, if Jay’s wants to increase their awareness levels or sales (among their target audience) in the Grand Rapids and Detroit areas (geography)–how can they do that through media (radio, TV, outdoor, online)–how much will it take (budget)–how much R/F can you afford (you will use your MFP online software for this)–and should they do any promotions (sales promotions), etc.
Please see a folder under “Lessons” for MRI data on hunting and fishing. There is also a “how to read MRI data” instructions.
I have also included a couple of articles on outdoor recreation and hunting/fishing, etc. You may or may not find this info valuable.
I will also put the Media Project requirments on Angel this week but as a quick review (may not include all), here is some of the following you will need to do for the project.
Media Plan Project – Jay’s Sporting Goods
• 5-6 pages including a short executive summary, very short SWOT overview (based on lecture from Jay’s as well as any SWOT info you find on your own). Be sure to check out the SWOT section in MFP carefully so you know what things are important as a framework to base your media objectives/recommendations on. Also, the bigbest portion of your plan should include the media objectives/strategies for Jay’s. Conclude your paper with a page that cites your sources. Scoring on your paper will largely depend on the amount of your own research/analysis that you put into the plan. Regurgetating the info that I gave you will not cut it. There are thousands upon thousands of sources on hunting/fishing — whether you find it online or at the library. Use sources you find to support your recommendation to Jay’s
• Media budget for 1-calendar year is $500,000. This can be used for network, spot media or a combination of both.
• You must include a flowchart–the flowchart can be from the MFP software–or you can customize your own flowchart using Excel
• You may include a cover sheet (that will not count toward your 5-6 pages)
• Be sure to bind your paper–you can staple it or use other means–just make it easy to keep together and easy for the reader to use
• Punctuation and good grammar is critical. Remember, a client is going to read your work. Silly errors is inexcusable when presenting to a client
The basics for your media plan project for Jay’s Sporting Goods should include the following:
First of all, you will want to write a paragrah or two about what Jay’s wants to accomplish with their marketing and advertising goals. You should also highlight what the gist of your objectives and strategies are. Ultimately crucial to any media plan is that if you state objectives/strategies, you need to provide “rationale”–to your recommendations-why did you recommend what you did? What research led you to your thoughts about what the best stategies are for Jay’s.
The most important thng to remember is that you CANNOT make broad generalizations about what you “think” is the best strategy. You MUST support every strategy with rationale–what research did you uncover that helped you come to your conclusion.
Media Objectives and Strategies
1. Target Audience and Media Mix. Who is Jay’s target customer? How can you reach them?
Although Jay’s provided some broad idea of who their target audience is, it is your responsiblity to further determine who a true outdoorsmen is whose passion is hunting and fishing. As mentioned in class, you will go to the business library and look into research that is available on the typical hunter/fisherman. Resources include MRI, Simmons/Choices III and Scarborough. These resources will provide details about who (age, income, education) falls into the target’s category–as well as what media this target group consumes. Only untl you look into this data/research will you have some idea of the vast array of demographic and psychographic information available to you.
If you look at MFP, pages 44-45, you will see examples of how media planners express who the target audience is and what their lifestyle is.
II. Reach/Frequency/GRPs–Based on what Jay’s Sporting Goods said they want to accomplish (marketing notes from their lecture)–what level of R/F do you want to set for them (objective)? Want to reach 80% of the target audience an average of 5 times each. This translates into 400 GRPs per flight (usually a week to a month). Pages 37-39 of MFP will help you determine (based on Jay’s SWOT) the levels of R/F that are most important. Remember, R/F can be pe medium or of combined mediums. Also R/F can be per week, month, year. Important to remember–R/F is an estimate based on what your goals are.
Remember–R/F may be higher in some geographics than others based on Jay’s proximity.
III. Scheduling/Timing–There are obvious times that make sense for huntng and fishing–it’s your job to research and determine the best times to advertise for hunting and fishing. Remember–whenever you make a recommendation, you MUST provide rationale–why those months? Can you site hunting/fishing research/websites to support your recommendation?
IV. Media Budget–Remember–media budget will be determined by the “task method”–what you want to accomplish. If you need 400 GRPs per month per market–you can calculate this quite easily. MFP has software that helps you plan budgeting per medium. Please do exercise 13 and 14 tutorials to learn how to use this software.
V. Geography–Jay’s talked alot about areas that were important–which ones they would like to increase sales in, etc. What objectives can you set for these areas? Why? You might want to place heavier GRPs in some areas and lighter in others. Jay’s made it clear that some geo. areas were their “bread and butter” and others–they would like to see more sales, etc.
VI. Sales Promotions, etc.–What types of promotions and community events might Jay’s be able to do or tie in to? Remember, any promotional efforts should dovetail into the media plan. For instance, if a coupon is coming out online or in a newspaper, can you use radio to say “be sure to get our coupon at XXXX or in this weekend’s Smart Shopper. Tying promotins into your media plan is vital.
If you use the above outline as your guide–use the business library to find research from MRI, Simmons, Scarborough, etc. to help support your statements–you will have a solid base for your media plan.
APPENDIX–any research that you uncover should be included in the appendix. Remember–you cannot make generalizations about what you would recommend. There are MFP suggestions I’ve provided you as well as guidances to use MRI, Simmons, Scarborough to support your recommendations.
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