1. PORTLAND CHILDREN’S MUSEUM
“Where Imagination Lives”
MEDIA PLAN
Black Market Media
Fall Term 2009
Robyn Birkedal
M a r c u s
D e g r a z i a
Stephanie Maul
Brandon Pitzer
J e n n i c a
W a l t m a n
3. The Right Audience
WHO IS THE TARGET AUDIENCE FOR THE PORTLAND CHILDREN’S MUSEUM?
DEMOGRAPHICS:
Age: 25-49
Gender: Female
Children: 1+
Education: Some college / higher education
Principle shopper of household
Annual Income: 30-60k
GEOGRAPHICS:
Location: Beaverton, Aloha, Lake Oswego, West Hills,
Portland Metro
Common Zip Codes: 97219, 97034, 97005, 97214
PSYCOGRAPHICS:
Lifestyles:
Urban, healthy, independent, involved
Values:
Family and community involvement, parenting, environmentalism,
education
Interests:
Healthy cooking
Spending time with family
Fitness & health, diet & weight loss
Social activities – adults and children
Self-help, arts and crafts, gardening
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4. Oprah and other females in the media
Beliefs:
Attends church occasionally
Registered as voters and politically aware
Progressive
Believe in the traditional family model
Self Image:
A good mother, intelligent, having a busy lifestyle
BEHAVIORISTICS:
Buying Motivations
Rational:
Price/value: Looking to save money and obtain a bargain
Ingredient/Content: Looks for food with healthy ingredients that are
low in sugar, fat and preservatives for their family
Convenience: Values convenience and location for their
purchases.They enjoy supercenters where it is a one stop
shopping experience
Place: Prefer products that are widely available
Performance: Target audience prefers good quality and high performance
Emotional:
Image: The target audience purchases items based upon how they will be
viewed by other mothers and friends. They want approval based upon the
products they buy for their family
Self-Concept: Motivated by how they feel after purchasing certain products seeking
confidence and self assurance
Intimacy: Seek products that strengthen the relationship between them and family or friends
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5. Buying Style
Highly cognitive purchase styles
Enjoy shopping
Make up a mix of price sensitive and brand loyal shoppers
Not the first or last to try a new product
Depend on brand familiarity for purchases for their children
Influenced by others – friends & family
Influenced by children – 57% of moms consider their child’s request
to be a vary important factor for making purchases
Moms are the primary shoppers for routine household
purchases such as groceries and drug store items
Media Preferences:
Listens to KWJJ & KGON
Urban women are most likely to surf the internet and watch
TV- (urban living report)
Magazines: People, Newsweek, Oprah, Rolling Stone,
Willamette Week, Real Simple, Portland Family and Metro
parent
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6. The Right Media
The media mix was carefully selected and based upon several factors. Mediums were chosen
that had a good fit with the target audience, were locally relevant, and aligned with the plans
objectives. The positive characteristics associated with the different media types were also a
major consideration and are outlined below:
RADIO
Macro
Portland has more radio stations per capita than any other city. This indicates a high
level of listeners within the area and allows us to directly connect with the local
community.
This mobile medium will reach the active target audience easily and provide flexibility
with the length of ads, sponsorships, and message types.
In addition this medium will help to build reach and frequency quickly with multiple
message formats.
Micro
We chose to use a mix of two different local radio stations that have high volumes of
listerners in the target demographic. KGON will allow us to reach our target audience in
the morning at a relatively low cost compared to delivered impressions.
KWJJ is a country station that attracts a high volume of listeners within our target
market. In addition, their community focused programming will help us to reach the
diverse target audience through their community event programming.
MAGAZINES
Macro
Magazines have graphic impact. They grab readers attention through color, style, and
content.
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7. Magazines have a level of credibility within the community and a long message life.
Micro
The media vehicles we chose were Portland Family and Metro Parent. These local
community based magazines are well known within the target audience and have a high
pass along rate. These magazines are geared for women that value education and
improving their child's life experiences. We are confident that magazines will be the most
effective medium to reach our narrow target audience.
OUTDOOR
Macro
Out of home has the ability to generate a big visual impact upon viewers.
The ability to create a buzz value around town among the target audience and all walks
of life.
Outdoor is flexibile. There is an opportunity to place the message in targeted geographic
locations.
Micro
We choose Trimet as the best method for outdoor advertising. With the Blue/Red Max
lines going straight to the Children's Museum location in Washington Park, we have an
attractive opportunity to advertise on those specific lines with eye catching murals.
Benches on Trimet give us the ability to attract attention from transit riders and auto
commuters. While not as graphically attractive as a billboard, it will compliment our
maxline mural media strategy and increase reach.
INTERNET
Macro
The internet is quickly becoming known within the business world as an effective way to
measure and track impressions.
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8. The ability to tailor information specifically to a target audience is a strength of the
medium.
The speed of ad placement allows for quick changes to the ad as the campaign
progresses.
Micro
Citysearch was chosen as the media vehicle for the internet based upon the levels of
viewers within our demographic. With the majority of users being women 21-44 and
having a household income of over 50K there is an opportunity to effectively reach our
target audience.
Citysearch visitors are already seeking information about local activities and events
which allows for a media vehicle fit.
MEDIA NOT RECOMMENDED
TELEVISION
Creating effective reach and frequency within our target audience proved impossible
with our budget. There are more cost effective ways to reach the target audience.
There is a high level of noise within television and our expensive ad will be seen
passively by our busy target audience.
NEWSPAPER
Our target audience is less likely to read the newspaper than any other media medium.
This proved to be a poor choice for our strategy due to low reach and high costs.
In addition, Newspapers are not a creative medium as magazines and the internet,
therefore limiting our ability to communicate the fun exciting opening of the Portland
Children's Museum.
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10. The Right Exposure Level
Four mediums were chosen as the best way to connect with the target audience: radio,
magazine, outdoor, and Internet. During the campaign, reach will be favored over frequency for
several reasons. Since virtually no advertising has been conducted for the property, it is
important to communicate with the target audience with reach rather than frequency. In addition
it is important to communicate the new location of the Portland Children’s Museum along with
the uniqueness of the attraction.
Media Use Table: Radio
Media Media Ad Unit Number of Number Total Impressions Total
Type Vehicles Size/Length ads of bonus Number per ad Impressions
purchased ads of Ads
Radio KGON - AM 60 sec 50 2 52 5304 275808
KWJJ - PM 60 sec 50 2 52 4947 257244
Total: 100 4 104 10251 533052
Radio is a strong local medium and has a low cost of entry. This medium can help inform the
audience of the museum’s re-opening and other future events. The two local stations, KWJJ
and KGON, will be used. KGON will be used in the morning daypart and KWJJ in the afternoon
day-part.
Media Use Table: Magazines
Media Media Ad Unit # of ads Bonus Total Impressions Total
Type Vehicles Size/Length purchased ads (1/4 Number per Ad Impressions
(1/4 pg) pg) of Ads
Magazines Portland 1/4 Page 20 5 25 40000 1000000
Family
Metro 1/4 Page 20 5 25 40000 1000000
Parent
Total: 40 10 50 80000 2000000
Portland Family Magazine and Metro Parent were the most trusted sources and the most
effective to reach our target audience. 15% of the budget went to magazines which will achieve
52% of the target impressions during the campaign.
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11. Media Use Table: Outdoor
Media Media Ad Unit Number Number Total Impressions Total
Type Vehicles Size/Length of ads of Number Per Ad Impressions
purchase Bonus of Ads
Showing d Ads
Outdoor Light rail Mural 8 10 2 12 36059 432708
Transit Benches 125 215 43 258 2096 540768
Total: 133 225 45 270 38155 973476
The highest percent of cost will be devoted to benches and murals from the outdoor category.
Outdoor gives us the opportuinty to position the messages close to Portland Children’s
Museum, have a relatively low cost per impression, and achieve a high reach.
Media Use Table: Internet
Media Media Ad Unit Number of Number of Total Number of
Type Vehicles Size/Length Impressions Purchased Bonus Impressions
(Tiles) Impressions
Internet City Search Tile 1000000 40000 343200
Total: 1000000 40000 343200
Lastly, Internet is a great tool to use because of its high level of interactivity, requiring a high
user involvement, which favors our reach over frequency strategy. Citysearch will be used
because of its high level of use in the Portland area and popularity amongst our target audience.
Media Use Table: Rollout Phase (3 weeks)
Column a b c d e f g
Target Audience Universe (W Media Type Total Ads Total Impressions TRPs Reach Frequency
25-49)
455717 Radio 20 207890 46
Magazine 10 780000 171
Outdoor Benches 101 210900 25
Outdoor Mural 4 168756 8
Internet 133848 133848 29
Totals for the Plan 133983 1501394 279 50 6
After conducting the Ostrow Base Method, we discovered that a roll out phase of 3 weeks would
be preferable, with a reach of 50 and a frequency of 6.
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12. Media Summary Table: Full Year
Column a b c d e f g
Target Audience Universe (W Media Type Total Ads Total Impressions TRPs Reach Frequency
25-49)
455717 Radio 104 533052 117
Magazine 50 2000000 439
Outdoor Benches 258 540768 25
Outdoor Mural 12 432708 8
Internet 343200 343200 75
Totals for the Plan 343624 3849728 664 60 11
The full year media plan for Portland Children’s Museum delivers almost 4 million impressions
and 664 target rating points. Reach for the entire media plan is 60 while frequency remains at
11.
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13. The Right Timing
The media schedule for the Portland Children’s Museum is scheduled to begin in late December
2009 and end November 2010. Several factors were taken into consideration when determining
the right timing for Portland Children’s Museum media plan including holidays, school
schedules, peak attendance to the museum, and preparing for the initial grand opening.
The plan calls for an initial rollout phase of three weeks which was determined by calculating the
Ostrow Base. This heavy up period begins the last week of December and is carried through the
2nd week of January. We chose this time frame due to scheduled opening of the Portland
Children’s Museum in January, and to provide excitement and generate ticket sales before the
grand opening. Although there is a lot of noise during this holiday period, our media mix
contains powerful vehicles to reach the target audience. In addition, many people are looking for
activities during January as their busy holiday schedules slow down. This is evidenced by 20%
of the Museum’s past attendance occurring in January & February.
The second heavy up period will take place during the 4 weeks of June. This period was chosen
as it is the beginning of summer and many mothers are looking for activities to participate in with
their young children who are no longer in daycare or school. The beginning of summer sparks
activities and mothers are looking for ways to enjoy more free time with their children. Past
attendance records indicate a rise in visitors during the summer months. Heavy advertising in
June will allow for increased awareness among the target audience that will lead to increased
attendance throughout the summer months. Emphasis will be place upon all four mediums that
make up our media mix.
Between the periods of January 15th 2010 to June 1st 2010 and July 1st to October 22nd 2010
there will be continuous levels of advertising totaling a monthly cost of $8,934 and achieve 63
rating points per month.
During the month of November, Portland Children’s Museum will go dark. No advertising will be
scheduled at this time due to the high costs and heavy noise from holiday ad campaigns.
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15. The Right Cost
With a $135,000 budget, the resources were divided between four advertising mediums; radio,
internet, magazines, and outdoor (TRIMET). These mediums are expected to deliver the most
target impressions. The advertising budget was allocated as follows: 21% given to radio, 15%
went to magazines, 40% was directed towards outdoor (split between benches and murals) and
24% is spent on Internet. This media mix was chosen to deliver a high amount of target
impressions in relation to the dollar amount spent.
COST BY MEDIA TYPE
The total spent per media over the course of the year is as follows, radio: $27,500, magazines:
$19,040, outdoor benches: $37,625, outdoor murals: $15,000, and Internet: $32,000. The total
amount spent for the year totaled $131,165 which is under the $135,000 budget. $34,918 was
spent during the three week rollout phase which is 27% of the total spent.
The following bonus ads were negotiated:
Radio- 4, 60 sec ads were given equaling $1,100
Magazines- 10, ¼ pg ads were gifted equaling $4,760
Outdoor benches- 43 extra benches were given totaling $7,525
Outdoor Murals- 2 murals were earned equaling $3,000
Internet- 4000 extra impressions were given totaling $1,280
TOTAL PRICE EQUIVILANT OF GIFTS = $17,665
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16. Impressions by Media Type
The amount of impressions that received from this media plan for the whole year was
3,849,728. The breakdown is as follows:14% from radio, 9% from Internet, 11% from outdoor
murals, 14% from outdoor benches, and 52% from magazines. 39% of our impressions were
reached in our three week rollout phase.
The CPM for each media was: CPM for Rollout:
Radio- $52 Radio-$11
Magazine- $10 Magazine- $6
Outdoor benches- $70 O.B.- $84
Outdoor mural- $35 O.M.- $36
Internet- $93 Internet- $32
For All- $34 For All- $23
The CPP for each media was: CPP for Rollout:
Radio- $253 Radio-$48
Magazine- $43 Magazine- $28
Outdoor benches- $1505 O.B.- $707
Outdoor mural- $1875 O.M.- $750
Internet- $427 Internet- $148
For All- $198 For All- $125
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17. Cost Summary for 12-Month Campaign
h i j k l m n
CPM for CPM CPP for CPP
Value of each for all each for all
Mult'r Total Market medium media medium media
Cash Cost (Free Ads) Value (h+i) (Cash) (Cash) (Cash) (Cash)
Radio $27,500.00 $1,100.00 $28,600.00 $52 $235
Magazine $19,040.00 $4,760.00 $23,800.00 $10 $43
Outdoor
Benches $37,625.00 $7,525.00 $45,150.00 $70 $1,505
Outdoor
Mural $15,000.00 $3,000.00 $18,000.00 $35 $1,875
Internet $32,000.00 $1,280.00 $33,280.00 $93 $427
Total $131,165.00 $17,665.00 $148,830.00 $34 $198
Cost Summary for Rollout
h i j k l m n
Value of CPM for CPM CPP for CPP
Mult'r Total each for all each for all
(Free Market medium media medium media
Cash Cost Ads) Value (h+i) (Cash) (Cash) (Cash) (Cash)
Radio $2,200.00 $2,200.00 $11 $48
Magazine $4,760.00 $4,760.00 $6 $28
Outdoor
Benches $17,675.00 $17,675.00 $84 $707
Outdoor Mural $6,000.00 $6,000.00 $36 $750
Internet $4,283.14 $4,283.14 $32 $148
Total $34,918.14 $34,918.14 $23 $125
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18. Summary Objectives
Audience and Delivery
Achieve 664 total target rating points among our target audience, women 25 - 49, during the
duration of the advertising campaign
o Attain 279 rating points during the three weeks of our roll-out phase
o Attain 385 rating points for the remainder of the campaign
Achieve a frequency of 6 and a reach of 50 in the three week roll-out phase
Achieve a frequency of 11 and a total reach of 60 over the entire campaign
Achieve 3,849,728 total target impressions among our target audience using 343,624 ads
with the following media mix strategy:
o Deliver 533,052 impressions or 14% through radio
o Achieve 2,000,000 impressions or 52% through local magazines
o Deliver 97,3476 impressions or 25% through outdoor
o Achieve 343,200 impressions or 9% through internet
Cost and Efficiency
Maintain an average target audience CPM of $23 for the 3 week rollout campaign
Maintain an average target audience CPM of $34 for the entire campaign
Achieve an average CPP of $125 for the 3 week rollout campaign
Successfully achieve an average target CPP of $198 for the entire campaign
Strategic and Tactical
Select a media mix that connects with our target audience and is effective in terms of timing
and characteristics
Develop promotional alliance with the Multnomah County Library that will target mothers
with children
Schedule a rollout phase of 3 weeks that will cover the week before and 2 weeks after the
opening of the Portland Children’s Museum
Schedule a pulse during 4 weeks in June to attract the summer activity oriented mothers
and children that make up our target demographic
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19. Creative Media
Portland Children’s Museum would benefit from a partnership with the Multnomah
County Library. This is one of the oldest libraries on the west coast, with a history that reaches
back to 1864. Today, Central Library and the 16 libraries that make up the library system house
480 computer search stations for the public and maintain a collection of two million books and
other library materials. As Oregon's largest public library, Multnomah County Library serves
nearly one-fifth of the state's population with a wide variety of programs and services.
Many of these programs are aimed to increase the literacy rates among babies, children,
and teens. The summer reading program reaches children from birth to age 18, and entices
children to read when school isn’t in session. Nearly 58,000 kids registered in 2008, and 50% of
all elementary school students participated. The program that we think would best suit the
Portland Children’s Museum is “Story Time.” Each week librarians and trained staff adapt song
and dance activities into a fun story that matches the attention spans of their audience.
This partnership would occur during our second pulse period in June. Starting Saturday
June 5th Librarians will be invited to the Portland Children’s Museum every Saturday for the
entire month to read fun 25-30 minute stories to children. These events will be advertised on
both the PCM website, and the Multnomah County Library calendar of events. To help drive
traffic, the Multnomah County Libraries will give out $2.00 off admission coupons to any new
library card holder. After story time Librarians will be able answer questions about books and
library services, and teach parents how to interest their children in reading. In addition they will
be able to promote the summer reading program which helps maintain and increase the reading
skills of children. Parents will be able to fill out and turn in a registration forms at the museum.
MCL will benefit from this partnership because they will be able to promote library services, the
importance of early literacy skills, increase the number of library card holders, and promote the
summer reading program. This partnership will benefit PCM by driving more traffic, increasing
sales, and adding to the attendees learning experience.
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