This media plan targets competitive runners in San Diego through magazine, radio, and Google ads. Magazine ads will run in San Diego Magazine, San Diego Health, and Inside Track, totaling $33,640. Radio ads will run on two pop contemporary hit radio stations, totaling $95,427.50. Google ads will target keywords related to running events and gear in San Diego, totaling $95,932. The total budget is $225,000 across these three media platforms.

1. Kyle Wesley
Intro to Advertising
10/29/18
Fleet Feet San Diego and Competitive Runners
 Target’s Psychographic Summary
o Runs to stay in shape
o Enjoys running for fun
o Buys multiple pairs of shoes per year
 Target’s Demographic Summary
o Gender: Male and Female
o Marital / Family Status: Married with children
o Age Range: 38-45 years
o HH Income: $75,000+
o 78.8% College educated
 Target’s Geographic Location: San Diego, CA
Introduction
My media plan analyzes my target market, competitive runners in San Diego, and creates
every opportunity to appeal to them with the available budget. After researching the types of
music and magazines my target audience likes and even certain items that they will search on
google, the Fleet Feet brand name will be placed precisely in front of only those who can support
our business. This media plan will explain which media platforms my budget will be spent on,
how much money on each, and why it will be effective in increasing our business.

2. Media plan for Fleet Feet
Prepared by K. Wesley
11/22/2018
Media Buy Overview
Media Vehicle No. of Ads Total Cost CPM
Magazines
San Diego Magazine 2 $25,740 $54.13
San Diego Health 3 $6,300 $7.64
Inside Track 2 $1,600 $0.80
Magazine Totals/ Avg 7 $33,640 $20.86
Radio
KHTS-FM
35
$
61,274.50
$
10.06
XHTZ-FM
35
$
34,153.00
$
10.06
Radio Totals/ Avg
70
$
95,427.50
$
10.06
Google Ads
No. of
Clicks
Google Totals/ Avg
41,406 $95,932.00
$
2,399.00
TOTAL / AVERAGES $225,000 $15.46 *
* Excluding Google Ads

3. Target Audience: Competitive Runners in San Diego
Psychographic Elements of Competitive Runners – Running is popular nationwide, with more
than 25% of adult Americans have gone running in the last year (Nielsen). Competitive runners
have multiple reasons behind their passion for pain. One of those reasons is to stay in good
shape. If you care enough about the sport to be competitive at it, you are likely in stellar shape.
The motivation and feeling of being in good shape is the primary reason runners continue to run.
For women, 75.5% run to stay in shape, men is a bit lower, but still a whopping 75.2% (Running
Guru). Another huge reason these running addicts do what they do is to simply enjoy the sport.
Studies show that a solid 58.9% of men continue to participate in the sport because of the fun
factor (Running Guru). These runners put so many miles on their shoes that they need a reliable
store or brand to go to whenever they need a fresh set of wheels. Male runners go through about
3.4 pairs of shoes every year, women go through around 3 pairs (Running Guru).
Shopping at a specialty running store offers advantages that websites cannot offer. A
good example of why specialty stores trump websites is because you can visit with a running
expert face to face. Online, some shoes look amazing and flashy. However, they aren’t always
quite as appealing when they show up at your doorstep. At a specialty store, a staff member will
let you try on different shoes and examine different factors of the foot such as foot width and
arch height to help you find the perfect shoe (Runner’s World). For those runners who do it for
the fun, another huge perk of going to a specialty store is it provides the opportunity to meet
other local runners (Runner’s World). This gives you the chance of meeting a new best friend, a
future spouse or simply someone to talk about the sport with.
Demographic Elements of Competitive Runners – It is crucial to understand the demographics
of our target audience. 67.7% of runners are married with children. The average age of female

4. runners is 38.6 years, with men a few years older are 44.8 years old. 61.9% of female runners are
married, along with 73.5% of men being married. College educations are very important to
runners as well, with 78.7% of women having a degree and 78.8% of men earning a degree as
well. Runners also tend to have a rather high household buying power. 69% of female runners
have a household income of $75,000 or more along with 76.4% of men (Running Guru).
Geographic Target: San Diego, CA – San Diego is our geographic target because that is where
Fleet Feet is located. It is important to advertise in this city because running is a popular activity
because of the year round pleasant weather (Great Runs). We will advertise to competitive
runners in this area because they are the ones who are most likely to visit our store. We will not
advertise outside of the San Diego area because anytime we advertise to someone who won’t buy
or is too far to buy, we waste money.
Fleet Feet San Diego Company Profile
Purpose, Mission and History – Fleet Feet San Diego is a store in the San Diego area that
offers unmatched service to anybody who loves to walk or run. Fleet Feet is the place to go for
advanced quality for anything footwear or running related. Their mission is “to inspire, motivate,
empower, and improve the quality of life for the community we serve,” offering incomparable
services in every category (Fleet Feet San Diego). Fleet Feet San Diego is owned by Kevin
Lachenmyer and his family and they employ only the best in the game. Kevin is from Southern
California, played college soccer, and has always loved running. The employees are runners
themselves and know what it takes to run competitively and they share every ounce of
information and experience with their customers.

5. Products – Fleet Feet has any running product someone could dream of. From countless shoes
and insoles, pants, jackets, all the way to reflective running wear. The shoe line at Fleet Feet San
Diego is absolutely unmatched. Offering all the top brands such as Nike, New Balance and
Asics, you could find a new pair of running shoes for every day. Fleet Feet also sells their shoes
for the same price as other online providers, making it just as affordable to purchase anywhere
else. The majority of shoes listed at Fleet Feet are $100-$200. Fleet Feet presents the Nike
Zoom Pegasus Turbo for $180 (Fleet Feet San Diego) along with Nike’s website selling it for an
even $180 as well (Nike).
Services – Fleet Feet takes it to another level when it comes to the services and programs it
provides. The organization puts on training courses to make competitive runners better and to
help beginners become the runner they want to be. Fleet Feet is hosting a training course in 2018
targeted toward creating more serious runners. Weeks 1-3 introduce the basics of running, weeks
4-6 help runners build strength and endurance, weeks 7-9 fine tune their skills and finally week
10 is race week (Fleet Feet San Diego). Fleet Feet also offers a program called 3D Fit ID. Fit ID
is a scanning process that analyzes every part of your feet. This scan breaks down every inch of
your foot and helps the runner understand the ins and outs of their feet. This is helpful in
understanding any issues someone may have with their feet and also offers ways to improve their
running ability. Fleet Feet workers don’t just show people flashy looking shoes. Employees
listen to your experience and goals, examine the aspects of your foot and stride and find the
perfect shoe to fit your lifestyle (Fleet Feet San Diego). Amazing service, exactly what you will
find at Fleet Feet, is a must for someone who runs competitively.
Why Competitive Runners are the Perfect Target for Fleet Feet

6. Serious runners cycle through equipment and gear all year long, so they need to trust and rely on
a store for all their needs. With the average U.S runner going through over 3 pairs of shoes every
year, quality shoes are crucial (Running Guru). Fleet Feet offers the best shoes in the business for
the same price as large corporations. At Fleet Feet, runners will also find any accessory
imaginable such as insoles and clothing. Other than just products, Fleet Feet hosts training
sessions and events in multiple step processes that help runners improve their game even more
(Fleet Feet San Diego). Competitive running is a process made of many small steps such as
proper equipment, knowledge and training, and Fleet Feet offers the best help and support for
each step of the way. Competitive runners are passionate about their lifestyle, so they need a
store that is passionate about providing high end equipment and service, making Fleet Feet the
perfect match for their desires.
Media Plan Recommendations
Magazine Recommendations
Magazine Name: San Diego Magazine
Rationale: San Diego Magazine is an overall good choice to advertise for Fleet
Feet. This magazine has a high readership at 237,760 people with a pass along rate of 5, this
magazine is likely to be in front of lots of eyes in our specific location. Ads in this magazine are
not cheap, but the extreme readership San Diego Magazine receives in our specific geographic
location is worth every penny.
Ad Size and Position: The ad I have selected in San Diego Magazine will be a 2
page spread on the inside of the magazine next to “Shop Local.” With a high readership there

7. will be many people flipping through the pages. A 2 page spread will be effective because it will
be big enough to catch the eye of a reader flipping through, making them view our ad.
Ad Cost: The price per ad in San Diego Magazine is $12,870 with the total
campaign cost for this magazine ringing up at $25,740.
CPM: The cost per thousand for San Diego Magazine is $54.13. This is a much
higher CPM than the other 2 magazines I am advertising in and also more than the radio stations
I am using.
Magazine Name: San Diego Health
Rationale: This magazine makes sense to advertise in because of its magazine
content and high readership. The magazine appeals to people who are serious about their health
and wellbeing, including competitive runners. San Diego Health also has a readership at a
staggering 275,000 people.
Ad Size and Position: The ads I have selected to be in San Diego health will be
½ page and will be located on the inside of the magazine. With this magazine having informative
content about being healthy, subscribers are likely to actively read every page. The readers will
see our ad and likely be interested what Fleet Feet has to offer.
Ad Cost: The cost per ad in San Diego Health is $2,100 and the total campaign
cost is $6,300.
CPM: The cost per thousand for this magazine is only $7.64. This is a great deal
because I am able to reach a large audience that is likely to be interested in our business and I
can reach every 1,000 people for a very low price.

8. Magazine Name: Inside Track
Rationale: This magazine is an amazing platform to advertise in because it is
specifically targeted for competitive runners, our exact target market. Anyone who is subscribed
to this magazine is interested in services that Fleet Feet offers so we know we will not be wasting
money on advertising to the wrong people. This magazine also has a solid amount of readership
at around 184,000. This would ensure that we are advertising to a large number of the proper
audience.
Ad Size and Position: The ad I will buy in Inside Track will be on the inside of
the magazine, similar to San Diego Magazine and San Diego Health. Readers who are subscribed
to this magazine are likely reading the information inside, learning how to become a better
runner. As they are reading, they will see our ad and it will be the perfect connection between
our target audience and our advertisement.
Ad Cost: The price per ad for Inside Track is $800 and the total campaign cost
coming in at $1,600.
CPM: The cost per thousand for Inside Track is only $.80. This is a very low
price to reach 1,000 people and makes this magazine a great platform to advertise on.

9. Media plan for Fleet
Feet
Prepared by K.
Wesley
11/23/2018
Magazine
Placements
Magazine Name
Cost
per Ad Ad size
Ad
Position
Number
of
Insertions
Total
Campaign
Cost
Circulation
(000)
Pass
along
Rate
Total
Audience
(000) CPM
San Diego Magazine $12,870
2 page
spread
Inside
2 $25,740 48 5 238 $54.13
San Diego Health $2,100
1/2
page Inside 3 $6,300 50 5.5 275 $7.64
Inside Track $800
1/2
page Inside 2 $1,600 184 1 184 $0.80
Magazine Totals/
Avg $5,257 7
$33,640 697
$20.86
Radio Recommendations
Radio Choices
Format: The radio format that I will be advertising on will be pop contemporary
hit radio. My target audience is around 38-45 years old. This format of music is the most popular

10. style of music for the age of my target audience (Nielsen). This will be effective because it will
allow the highest amount of people in my target audience hear my radio ads.
Days and Daypart: All of my ads will be running in the morning daypart on both
radio stations. Many competitive runners practice and go on their runs during the first part of the
day, before their daily activities and jobs (Runner’s World). This would enhance the amount of
people hearing my advertisements even more.
Insertions: The number of insertions for my radio ads is relatively low compared
to the other advertising platforms. I will have 70 total insertions for my radio ads. My ads will
run once almost every day. The insertion number for my radio ads is low because of budget
restrictions and the large amount of money spent on magazine and Google ads.
Station No. 1
Name: KHTS- FM, Pop Contemporary Hit Radio
Reason: I chose this station because this format is the most popular type of music
for the age group of my target audience (Nielsen).
Cost per Ad: The cost per ad on KHTS- FM is $1,751. I calculated this by
multiplying the station rating and the cost per point.
CPM: The cost per thousand for this radio station is $10.06, the same amount as
my other radio station. This CPM is much cheaper than the CPM for San Diego Magazine but a
bit more expensive than my other 2 magazines.
Station No. 2
Name: XHTZ- FM, Pop Contemporary Hit Radio

11. Reason: I chose to advertise on this radio station because it plays the most
popular kind of music for my target audience’s age group (Nielsen).
Cost per Ad: The cost per ad for this radio station is $976. This was calculated
by multiplying the station’s rating and the cost per point.
CPM: The cost per thousand for XHTZ-FM is the same as my other radio station,
$10.06. This price is lower than one of my magazines but more expensive than the others.
Media plan
for Fleet
Feet
Prepared
by K.
Wesley
11/23/2018
Radio
Placements
Radio
Station
Format Daypart Rating
Rating
(%)
Persons
12+ in
Market
Listeners
of
station
(000)
Cost
per
point
(CPP)
Cost
per
:60 ad
No. of
insertions
Total
Cost
CPM
KHTS-FM
Pop
Contempoprary
HR
AM 6.1 6% 2,853,400 174
$287.00 $1,751
35
$61,275 $10.06
XHTZ-FM
Pop
Contempoprary
HR
AM 3.4 3% 2,853,400 97
$287.00
$
976
35
$34,153 $10.06
All Radio
Totals/ Avg
4.75 271
$287.00 $1,363
70
$95,428 $10.06

12. Google Keyword Recommendations
Keyword List:
 Running Shoes San Diego
 San Diego marathons
 San Diego running club
 Running stores San Diego
 Running shoes for women
 San Diego running events
 Physical therapy San Diego
 San Diego half marathon
 5k San Diego
 Running shoes for men
Rationale: I chose each Google keyword strategically by deciding which words
competitive runners in San Diego would search on Google. I chose certain keywords such
as “San Diego marathons”, “5k San Diego”, and “San Diego half marathon”, after
analyzing runners’ favorite races (Nielsen). I also chose keywords such as “Running
shoes for women” and “Running shoes for men” when seeing the high number of
searches for these words in the San Diego area. All of these words are likely to be
searched by competitive runners in San Diego. As consumers search these keywords I
have selected, they will see our ad, creating the perfect time-place-circumstance situation.
Most expensive keyword: The most expensive keyword that I chose for my media plan
is “Running shoes for women”, this keyword rings up at $4,620 per thousand people and
$13,860 total. This is the most expensive keyword because running shoes are always
something that these competitive runners need. Women buy around 3 pairs of running
shoes every year so this keyword will be searched often (Running Guru). My least
expensive keyword is “Running stores San Diego.” This keyword has a CPM of $1,350
and a total cost of $2,025. I bought twice as many clicks for my most expensive keyword

13. because I know it will be searched a lot so I want to provide consumers plenty of
opportunities to click on my advertisement.
Media plan for Fleet Feet
Prepared by K. Wesley
11/23/2018
Google Ads: Keyword-
Based Search Ads
Keywords/ Keyphrases
Cost per
Click (CPC)
Total Clicks
per month
Number
of
months
Total
clicks
Total cost CPM (CPC)
Running shoes San Diego
$
2.50
1000 3 3,000 $7,500.00 $2,500.00
San Diego marathons
$
2.00
2700 2 5,400
$
10,800.00
$
2,000.00
San Diego running club
$
2.16
500 2 1000
$
2,160.00
$
2,160.00
Running stores San Diego
$
1.35
500 3 1500
$
2,025.00
$
1,350.00
Running shoes for women
$
4.62
1000 3 3000
$
13,860.00
$
4,620.00
San Diego running events
$
2.00
1000 2 2000
$
4,000.00
$
2,000.00
Physical therapy San Diego
$
2.00
1000 3 3000
$
6,000.00
$
2,000.00
San Diego half marathon
$
2.00
4002 3 12006
$
24,012.00
$
2,000.00
5k San Diego
$
2.11
2500 3 7500
$
15,825.00
$
2,110.00
Running shoes for men
$
3.25
1000 3 3000
$
9,750.00
$
3,250.00
Google Totals/ Avg $2.40
15,202
41,406 $95,932
$
2,399

14. Strategy Thoughts
Media Benefits: From creating this media plan, I have realized the benefits and
drawbacks of several advertising platforms. I now understand that magazines can be effective for
advertising because it gives reader a visual of your company name or what your brand has to
offer. One issue, however, could be the fact that a reader may not always see your ad in the
magazine. If a reader does see your ad in a magazine, it is as effective as ever. The benefits of
radio ads are plentiful as well. Radio ads allow you to choose specifically when and on what
stations your ad will play. I was able to decide which stations my target audience listened to and
strategically place my ad on that station while competitive runners are likely listening. Lastly,
Google ads are the most effective of all. Google ads allow for the perfect TPC relationship to
take place. In order for my ad to appear, the consumer must type in a certain keyword and I only
pay if the consumer clicks on my ad. This ad style allows my ads to appear only while the
consumer is actively thinking about my field of business and will likely increase the productivity
of my advertisement.
Budget and CPM: This media plan has allowed me to recognize the importance of
staying on budget while advertising and how crucial it is to understand your CPM. While
advertising, our goal is to spend as much money as we have budgeted for, meaning our ad will
appear the maximum number of times. Rationing money between 3 different advertising
platforms gave me firsthand experience in deciding where to spend money and allowed me to
practice proper decision making that applies to the advertising field. Understanding my CPM for
each platform I advertised on was required to see what an ad truly costs. This is important to
make decisions on how much money to spend on certain media types and to see whether certain
ads are really worth the money.

15. Works Cited
Fleet Feet San Diego, http://www.fleetfeetsandiego.com/. Accessed 28 October 2018.
Hitting Their Stride: Runners Stand Out Regardless Of Whether They’re in Motion.
Lowenstein, Mark. Great Runs, http://greatruns.com/location/san-diego-california/. Accessed 29
October 2018.
Nielsen, 13 April. 2018, https://www.nielsen.com/us/en/insights/news/2018/hitting-their-stride-
runners-stand-out-regardless-of-whether-theyre-in-motion.html.
Nike, https://www.nike.com/t/zoom-pegasus-turbo-mens-running-shoe-Z163c3. Accessed 28
October 2018.
RunnerDemographics.RunningGuru,
http://www.runningguru.com/SM/Demographics.asp
6 Reasons You Should Shop at Your Local Running Store. Runner’s World, 23 Jul. 2018,
https://www.runnersworld.com/gear/a20682141/why-shop-at-your-local-running-store/