The document provides a media plan for Portland Children's Museum to promote its reopening after renovations. It includes a situational analysis noting competition from other children's attractions. The target audience is defined as women ages 25-49 with children who value education and experience. The strategy uses a mix of traditional and digital media, allocating $200,000 across local radio, TV, print magazines, and Google advertising. Television, magazines, and radio are chosen to generate excitement for the reopening, while digital media will drive ticket and membership sales online. The plan includes objectives, tactics, schedules, budgets and a social media strategy.

1. +
Media Plan
Portland State University
Group 5 Proposal Dec. 8. 2015
Megan Etcheberry
Gabrielle Gardner
Koira Ramirez Sierra
Mirei Takai
Shelby Wiglesworth

2.
Table of Contents
Situational Analysis & Marketing Objectives..........................................................................3
Target Audience...........................................................................................................................6
Strategy & Advertising Objectives............................................................................................8
IMC Tactics ..............................................................................................................................13
Media Schedule..........................................................................................................................19
Budget Breakdown....................................................................................................................23
Summary of Media Mix............................................................................................................26
Social Media Strategy................................................................................................................28
References...................................................................................................................................30

3.
Situational Analysis
&
Marketing Objectives

4.
4
Background
Portland Children’s Museum
The city of Portland is comprised of a diverse and rapidly growing population
of 609,000 people. With mountains, beaches, and the heart of the city all being within
minutes to hours away, there are dozens of recreational activities available for
children and families to chose to participate in. Portland Children’s Museum (PCM) is
a local favorite, attracting 313,000 visitors annually, but PCM is not the only children’s
educational center in Portland. The Oregon Zoo and OMSI are two of the largest
competitors for PCM’s target audience of young children and those who care for
them.
In order to keep a competitive advantage above competition, The Portland
Children’s Museum is redesigning their facility to provide an improved environment
that supports exploration, creation, collaboration and discovery. They will
temporarily be closed starting September 2015 and will reopen the first week of June
2016. This provides an ideal opportunity for the PCM to redefine marketing and
advertising objectives as well as design a media plan that will generate excitement for
the reopening, drive ticket and membership sales, as well as emphasize the museum’s
standing as the preferred destination for entertaining and educational activities in the
greater Portland area.
+

5.
5
The Portland Children’s Museum offers educational, play and social opportunities for young children in a rich
indoor environment. Semi-­‐‑annual rotational exhibits provide high-­‐‑level interest for members and attract new and unique
visitors throughout the year. On-­‐‑hand experts are also available for live questions and enrichment.
Visiting the museum for a full or half-­‐‑day competes with visits to the Oregon Zoo, OMSI and outdoor
recreational opportunities. The time requirement and destination also compete for parental availability and the ease of
online or at-­‐‑home educational opportunities. Future competition could potentially come from the digital entertainment
segment targeted at children.
Marketing Objectives
1. Achieve a 12% increase in overall visitors in the first year
2. Achieve at least 700 new museum memberships in the first year
after reopening.
3. Achieve at least 2,500 ticket sales in the first year
Situational Analysis
Strengths
• Competitive pricing
• Mix of play and education
• Experts available for questioning
Weaknesses
• Location is a destination
• Seasonal volume appeal
Opportunities
• Reconnect and re-­‐‑message to new
parents and children
• Online presence
Threats
• Digital opportunties
• Other resources for children'ʹs
eduaction
• Parental availability
SWOT
Overview

6.
6
Target Audience

7.
7
Demographics
• Females who make up 50.8% of Portland’s population
• 25-­‐‑49 years old, 50% of Portland’s female population
• Bachelor’s Degree or higher
• Above average household income
• At least one child at home
Geographics
• Portland: 97229
• Hillsboro: 97123
Psychographics
• Concerned with children spending too much time in front of screens
• Value healthy living and sustainability
• Interested in arts, culture, and education
• Concerned about treating children as individuals (Mintel, 2014)
Behavioristics
• Primary decision maker in the household
• 79% use social media as a resource for parenting information (Ireland, 2015)
• Spend more time in a car than any other member of the family
• 42% listen to Contemporary and 31% listen to Country music (Ireland, 2015)
• Likely to buy: Parents Magazines, watch E!, drive a Honda Odyssey, and shop at
Target online (Prizm)
Target Audience: Women 25-­‐‑49
Target Universe: 379,957
Portland Children’s Museum defines their target audience as “young children and those who care for
them”. Therefore, we have defined our target audience by time spent with children, Portland’s population, and
purchasing power in the household. Although family dynamics are changing, mothers are still the
predominant caregivers in the household. They play an active role in the lives of their children and are
interested in fun and educational opportunities to share with their kids.
• Beaverton: 97006
• Vancouver: 98682

8.
8
“Advanced and sophisticated, Midlife Highlife” members enjoy attending
museums and dance performances, as well as going biking, backpacking, and
jogging. They’re also fans of the virtual world, where they buy books, trade stocks,
and acquire mutual funds.”
Midlife Highlife
Traits
• New first mortgage
• Student loans
• Use social media
• Go to karaoke
• Read Parent
Magazines
• Constantly
accessible
• 77% play in the park
• 84% cook together
nielsen MyBestSegments
New Nests
“Most are still too young to have amassed many assets, but their solid
incomes allow them to lead home-­‐‑centered lifestyles filled with toys and games,
aerobic exercise, chess, and shopping on eBay. They'ʹre big Internet fans, often
frequenting websites that sell term and whole life insurance. And their offline media
tastes reflect their youthful sensibilities as well. They'ʹre twice as likely as average
Americans to read baby and parenting magazines, and more likely than the general
population to listen to country and rock radio and watch VH1 and the Cartoon
Network.”
nielsen 2015
Traits
• Manage investments
online
• High value life
insurance
• Use social media
• Vacation at the
beach
• Read Wine
Spectator

9.
9
Strategy
&
Advertising Objectives

10.
10
+
Strategy Overview
1
In order to reach our target audience with
the right media, at the right time, in the right place,
and in the right context, we have chosen a mix of
three traditional and two digital vehicles. Our
budget of $200,000 is split between local radio, TV,
print magazines and Google advertising.
Since the goals of our campaign are to
generate excitement and awareness around the
reopening, as well as drive ticket and membership
sales online, we have chosen vehicles that not only
reach our specific target audience, but also convey
our message effectively. Television, magazines and
radio are the top three choices for generating
excitement (Geskey, 358), we chose to use all three
prior to the opening as a way of generating public
awareness. Television and radio are also in the top
three choices to advertise for an event. Television
will reach a large amount of people at once, which
means we don’t have to buy many spots. We will
invest more in radio because it will reinforce the
2
visual idea planted in television and bring it to life
for a fraction of the cost. In addition, magazines will
increase media effectiveness when paired with TV
and radio. Due to cost, radio and television ads will
cease after the reopening since the main event will
be over. Magazines will continue for the rest of the
year because of the discounted rate for 12 months
and it will sustain brand awareness by acting as a
reminder to the consumer.
In addition to creating awareness of the
reopening, we will use several digital vehicles to
drive ticket and membership sales. Internet is a great
way for quick and simple conversion and 79% of
moms use the internet while watching TV (Pew,
2014). Google AdWords will ensure that people find
the Portland Children’s Museum when they are
searching online. Google Display will also be shown
to people when they are on sites of similar topics.
All ads will drive clicks to the website in order to
convert ticket sales.

11.
11
Media
Radio, TV & Print Magazines
Macro Rationale
99% of adults listen to radio (Geskey,
345) especially our audience who
spends a lot of time driving. Radio
reaches a definable target market
based on the station style, and can
easily reach local customers. Radio is a
highly cost effective medium; a good
spot can be produced with a small
budget. Radio will reinforce the visual
idea planted in television and bring it
to life for a fraction of the cost.
+
Macro Rationale
TV is an effective way to reach a large
mass of our target audience. With 91%
of moms watching TV daily (Edison,
2014), it is the most used medium in
terms of daily hours and is a great way
to generate excitement or promote
events. It is also creatively flexible and
can create high levels of emotion using
visuals, audio and special effects.
Macro Rationale
45% of our target audience read
magazines weekly. Print Magazines
will communicate more information
than other media. Each copy has a
long issue life and offers coupon
placement and promotional
opportunities. It will also increase
media effectiveness when paired with
TV and radio.
Micro Rationale
Metro Parent and Portland Family
reach our specific target audience to a
T. They focus on the values of our
audience: health, education,
sustainability, culture, technology, and
community. Placing ads next to
related topics will reinforce the
importance of the Children’s Museum.
These print magazines are sure to
reach the right audience in the right
context.
Micro Rationale
Big Bang Theory during prime time
has the highest rating of 10.4 and
reaches the largest audience of 52,100.
Revolution has the second highest
rating as well as views. These stations
are less efficient at targeting our
specific audience, but they reach a
larger number of people than any
other vehicle. Although TV is an
expensive media to use, a few
placements of high reach will benefit
our goal of awareness.
Micro Rationale
We will use two stations, KKCW and
KFBW. By mixing genres, adult
contemporary and soft rock, there is a
greater chance of reaching a larger
portion of our target audience. Both
stations play “feel-­‐‑good” music that
puts listeners in a good mood to prime
them for PCM ads. The radio
campaign will reach 83% of our
audience. Utilizing these two stations
will yield over 2 million target
impressions throughout the day.

12.
12
Unused Media
Newspapers & Outdoor
Macro Rationale
Newspaper is a very expensive
medium to advertise in and has a
high CPM. It is more beneficial for
classified ads than brand awareness
ads. Also, the readership does not
align with our target audience. The
majority of newspaper readers are
male, many over the age of 65
(Geskey, 356).
+
Macro Rationale
Outdoor is also an expensive
medium. It is good for simple
awareness. However, we have a
specific goal with information that
needs to be communicated. Outdoor
will not allow us to reach our specific
audience and convey important
details.
Advertising Objectives
Micro Rationale
Portland billboards, posters and
transit are a good way to reach a large
number of people. However, they are
not in our budget. One placement
would take up too much of the budget
and not be effective in our media mix.
Micro Rationale
The Oregonian’s audience is older
than who we are targeting. Although
half of the readership is women, it’s
not as effective as the print magazines
at targeting our audience. This vehicle
does not align well with our objective,
audience or budget.
1. Generate excitement and awareness around Portland Children’s Museum reopening in current and new
customers
2. Generate roughly 1,000 visits on the first day of reopening.
3. Reach our target audience with a frequency of eat least 15
4. Reach 92% of our target audience at least once

13.
13
IMC Tactics

14.
Media Tables
TA Universe: 379,957
Local Radio
Local TV
Print Magazines
Media
Type
Media
Vehicle
Unit Size Ads
Purchased
Bonus
Ads
Total Ads TA Impressions
per Ad
Total TA
Impressions
Print Mag. Metro
Parent
½ page 12 2 14 90,000 1,260,000
Portland
Family
½ page 12 2 14 90,000 1,260,000
Total 24 4 28 180,000 2,520,000
Media
Type
Media
Vehicle
Unit Length Ads
Purchased
Bonus
Ads
Total
Ads
TA Impressions
per Ad
Total TA
Impressions
TV Big Bang
Theory
:30 5 0 5 51,700 258,500
Revolution :30 4 0 4 46,500 186,000
Big Bang
Theory
:30 7 0 7 29,200 204,400
Total 16 0 16 127,400 648,900
Media
Type
Media
Vehicle
Unit
Length
Ads
Purchased
Bonus
Ads
Total
Ads
TA Impressions
per Ad
Total TA
Impressions
Radio KKCW :30 160 8 168 7,200 1,209,600
KFBW :30 150 7 157 6,500 1,020,500
Total 310 15 235 13,700 2,230,100

15.
15
Google Display Planner
Google Display Specifics
Campaign: Display Network
Devices: All devices
Target locations: Portland, OR Nielsen region
Big Strategy: CPC
Negative Keywords: Portland, Maine

16.
16
Google AdWords and Display are popular vehicles within our target audience. When planning recreational
family activities, mothers often search on Google and visit popular blogs and websites related to education and
entertainment. We have selected 66 keywords related to Portland Children’s Museum, and allocated a competitive daily
budget in order to ensure a high rank so our audience will see our ads in search results. We have also selected 57 websites
to display our ads based on topics our audience may be visiting when thinking about children’s activities. We focus on
the quality of impressions in order to drive traffic and clicks to the website to convert into sales.
AdWords Performance Forecast
Google AdWords
Google Vehicles
Overview
Media
Type
Media Vehicle Est. CPC Monthly
Budget
Number of
Sites/Keywords
Est.
CTR
Est. Monthly
Clicks
Total
Clicks
Digital AdWords $2.53 $2,083 66 2.7% 829 9,948
Digital Display $1.00 $2,154 57 2,154 25,848

17.
17
KeyWords
Ad Group: Portland
Children Museum
Portland Childrens museum
portland museums
childrens museum
children museum
children museums
kids museum
childrens museum portland
portland children museum
portlands childrens museum
childrens museums
the childrens museum
museums for children
portland museum
museums in portland
museums in portland or
portland or museums
art museum portland
museum portland or
art museums in portland
museum in portland or
fun activities for kids
fun things for kids
party ideas for kids
kids party ideas
kids birthday party
birthday parties for kids
kids party
kids parties
kids birthday parties
birthday party for kids
parties for kids
kid party ideas
party for kids
kids party venues
kid birthday party
kid parties
party kids
kid party
kid birthday parties
Ad Group: “Kids Museum”
Kids museums
kids science museum
the kids museum
museums for kids
museum for kids
museum of kids
Ad Group: Kids Exhibit
Portland oregon museum
Omsi portland
Museum portland oregon
Portland oregon museums
Suggested Good Ad

18.
18
Return On Ad Spend
ROA, Media Summary & Combined Reach
Media Type Reach Calculations in % Cume Reach
Print Mag. 63%
Radio 61% 63+61-­‐‑(63*61) 86%
TV 42% 86+42-­‐‑(86*42) 92%
Totals for Plan 92%
Combined Reach Calculations: Sainsbury Method
TA Universe Media
Type
Total Ads Total TA
Impressions
TRPs Reach Frequency
379,957 Print
Mag.
28 2,520,000 663 63%
Radio 325 2,230,100 587 61%
TV 16 648,900 171 42%
Totals for Plan 369 5,399,000 1,421 166% 15
Final Media Summary: Traditional
Vehicle Ticket
Conversion
Ticket Sales Memberships Membership
Sales
Total
Revenue
ROAS
Google
AdWords
62 $2,487 17 $1,326 $3,813 183%
Google
Display
162 $2,154 43 $3,446 $9,908 460%
Return On Ad Spend: Google
Average Frequency: 1,421/92% = 15

19.
19
Media Schedule

20.
20
Media Schedule
Overview
+
The media strategy for the Portland
Children’s Museum is scheduled for the full 52
weeks, from the first week of May until the last
week of April. This strategy utilizes the cyclical
nature of the museum’s attendance, with a pulsing
media schedule; and will roll out a month before
the scheduled re-­‐‑opening in June. Although the
museum will not be open in May, this early roll out
is a critical piece in generating enough awareness
surrounding the opening. The proposed pulsing
schedule compliments the current attendance
patterns by offering
reminders a week to two weeks before scheduled
school closures in the Portland Metro area, where
caregivers are looking for fun and educational
outings for their children. There will be a
continuous stream of communication throughout
this campaign with digital and magazine print,
along with break through pulsing communication
from radio and television. The additional break
through communication will come at times where
the attendance is ramping up and will focus on
reaching the largest portion of our target audience
as possible.

21.
21
+
Print Magazines
We suggest running a total of 28 ½ page ads in two different Portland magazines
(Metro Parent and Portland Family). The magazine ads will run throughout the
entire schedule and will kick off in May. Every month besides June and
December, which will run 4 ads each, will run 1 ad in each magazine, for a total of
2 ads.
Local Radio
We will run a total of 325 radio spots on two different stations, K103 and 105.9 The
Brew, with a 50/50 split on morning and nighttime rush hour traffic. This will
reach our target audience when they are driving to and from work, or picking up
and dropping off kids at school. Our heaviest purchase will take place between
May and July, when we are generating awareness about the re-­‐‑opening. The other
spots will be placed in times where children are not in school, such as winter break
or teacher in service days.
TV
We will purchase 9 prime spots, and 7 non-­‐‑prime spots. These will go along with
radio, running more frequently in May, June, and December in order to build
awareness around the re-­‐‑opening and breaks
Digital
Running both Google AdWords and Display, will serve as a way to drive traffic to
the website. We will focus on a CPC strategy to drive people to a landing page to
make a conversion. Our goal is to have a high AdRank in order to show up at the
top of search results page. All digital ads will act as a way to generate ticket and
membership sales.
Media Schedule
Our media schedule will focus on heavy, font-­‐‑end loading in order to generate quick awareness of the
reopening. The initial launch will be followed by a sustaining period to reinforce and keep the Portland
Children’s Museum in the front of our audience’s mind.

22.
22
1815222951219263101724317142128411182529162330613202741118251815222951219265121926291623
Print0Magazine
Metro0Parent0(1/20Page,0no0bleed)0
Portland0Family00(1/200Page,0no0bleed)
Local0Radio
K10300
6am0E010am2455555552133555333445
3pm0E07pm02455555552133555333445
105.90The0Brew
6am0E010am245555552133454233445
3pm0E07pm245555532133453233445
Prime0Television
Big0Bang0Theory11111
Revolution01111
NonEPrime0Television0
Big0Bang0Theory0(KPDX07:300E08:00)1111111
Digital0
Google0AdWords
Google0Display0
TRPs0(Monthly0Totals)
0Print0Magazine0
Local0Radio
Prime0Television
NonEPrime0Television
Digital0(AdWords)
Total0Monthly0TRPs
Monthly0TRP0%11.6%
Portland0Children's0Museum0Media0Schedule
JulyAugustSeptemberOctoberNovemberDecemberJanuary
NovemberJanuaryFebuary0AprilDecemberMarchMayJulyAugustOctoberJuneSeptember
9124355
24.1%3.8%4.8%2.9%4.8%4.8%16.2%6.4%4.8%12.9%2.9%
2194557291559191306121
07
888888888888
Febuary0MarchApril
714070014000
47
10
0
47
36
0
47
132
25
94
300
39
MayJune
47
36
0
94
165
25
47
0
0
47
36
0
47
156
25
47
0
0
47
66
0
47
36
0

23.
23
Budget Breakdown

24.
24
+
Radio
We chose to spend the majority of our budget on radio since it is the most cost effective way to reach a large
amount of our target audience. We allocated 41% of our budget, $82,850, to local channels. This yields 325 ads that will be
aired in a checkerboard schedule to increase the reach of our target audience to 39%.
Print Magazines
We chose to spend 9% of our budget on Print Magazines. Using $16,992, we will run 28 ½ page ads in two
magazines. We chose ½ page ads because is the most cost effective option to generate awareness without spending full-­‐‑
page prices. Magazine ads will run all 12 months and each magazine has a long issue life so it has high reach for a low
price. We will reach 44% of our target audience.
TV
We chose to spend 25% of the budget, on TV. TV is the most effective vehicle to generate quick excitement and
reach a large number of people at once during our initial launch. The allocated $49,950 will provide 16 ads that will be
aired on three separate channels, two during prime time and one non-­‐‑prime. We will reach 11% of our target audience.
Budget Overview
Given a budget of $200,000 and the marketing objective of generating excitement and awareness around the
reopening, as well as driving ticket and membership sales, we chose to allocate the budget to reach as many
of our target audience as possible with traditional and digital vehicles.
Digital
Since a large part of our goal is to generate ticket and membership sales, we are allocating 25% of the budget to
Google. $50,208 is split almost evenly down the middle for Google AdWords and Google Display. With an AdWord daily
budget of $69, we set a competitive bid of $4. This results in an average position of 1.36-­‐‑1.67, which helps us hit our yearly
budget goal. The remaining half allocated to Google Display results in an estimated 2,154 monthly clicks to the website.
We will reach 6% of our target audience.

25.
25
+
Total Campaign Budget Distribution
Impressions Delivered by Media Type
44%
39%
11%
6%
Print Mag.
Radio
TV
Google
41%
9%
25%
25%
Radio
Print
TV
Digital
Media
Type
Total TA
Impressions
Percent of
Impression
Print Mag. 2,520,000 44%
Radio 2,230,100 39%
TV 648,900 11%
Google 372,000 6%
5,769,000
Total Campaign Budget Distribution
Media
Type
Media Cost Percent of
Budget
Radio 82,850 41%
Print
Mag.
16,992 9%
TV 49,950 25%
Google 50,208 25%
$200,000
Media Cash cost Value of
multiplier
Total Market
Value
CPM each CPM
all
CPP
each
CPP all
Magazine 16,992 2,832 19,824 7 26
Radio 82,850 4,029 86,879 37 141
TV 49,950 49,950 77 292
Google 50,208 50,208 68
Total $200,000 $6,861 $206,861 $189 $100.00

26.
26
Summary Media Objectives

27.
27
Summary
Media Plan Objectives
1. Achieve a 12% increase in overall visitors in the first year
A mix of radio, TV and print magazines will create excitement and awareness around the reopening. We
will reach 92% of our target audience with an average frequency of 15 in order to increase attendance by
at least 12%.
2. Achieve at least 700 new museum memberships in the first year after reopening.
Using both Google AdWords and Google Display will drive traffic to Portland Children’s Museum’s
website in order to convert membership sales. We will sell an estimated 715 memberships, resulting in
$57,273 total revenue for the year.
3. Achieve at least 2,500 ticket sales in the first year
Using the same digital vehicles we will sell an estimated 2,685 tickets, resulting in $$107,388 total revenue
for the year.
The media plan will reach our target audience with the right media, at the right time, in the right place, and in the
right context in order to achieve these three marketing objectives.
+

28.
28
Social Media

29.
29
1
In addition to magazine print, radio, television,
and digital communication, we found social media to be
a valuable tool for communicating with your target
audience. 78% of moms are active on social media (Pew,
2014). Of these moms, the ones between 18 and 34 are
much more likely to post pictures, share opinions, look
for advice, and most importantly, look for approval. A
large majority of your target audience is using social
media to show that they are a good parent. They care
about what their friends and family think, so they are
thoughtful about what they post.
This is where the real opportunity comes in.
Portland Children’s Museum serves not only as a fun
and educational outing, but also as a knowledge
resource that parents can tap into. These moms are
looking for articles and pictures to post; anything that
sets them apart as a good parent.
2
A social media campaign is a fantastic way to get
information about the Portland Children’s Museum out.
These moms are searching for information to post and
share with other parents. People enjoy feeling like
experts, so giving them the tools to make this happen
will create a positive and lasting relationship. This is
valuable because it is a win-­‐‑win for both sides. They get
the post worthy information they are looking for, and
you get the highly coveted personal pass along.
We recommend using Facebook, Instagram,
YouTube, and Pinterest because they are the most
popular among our target audience. Having an active
presence on social media will allow you to easily
communicate with your customers
and build strong relationships that
will have a long lifetime value.
Social Media Overview
Mother’s usage:
Facebook 74%
Social Media Strategy
Instagram 25%
YouTube 27%
Pinterest 28%

30.
30
References
Duggan, M., Lenhart, A., Lampe, C., Ellison, N.B. (2015). Parents and Social Media. Pew Research Center.
Edison Research. (2014). Moms and Media 2014 (PDF document). Retrieved from Lecture Notes Online.
Geskey, R. D. (2015). Media Planning & Buying: In the 21st century. 2020:Marketing Communications LLC.
Ireland, K. (2015). Changes in Technology Affecting Parenting. Modernmon.
McPherson, D. (2010). Into Thin Air. Response 18, 5, 40-­‐‑45.
MiNTEL. (2014). Lifestyles of Young Families: Concerns and Obstacles. MiNTELAcademics
Neilsen. (2015). Midlife Highlife. My Best Segments.