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Athletic Endeavors Media Plan Cristen Capron
Strategy <ul><li>To identify with a favorable target audience and create a successful “re-launch” of Athletic Endeavors Shoes. To convince the target audience that AE is the best- and will deliver the best results, whether they are serious competitors or once-in-awhile runners. </li></ul>
History of AE <ul><li>Not trendy </li></ul><ul><li>Offer a warranty if shoes do not live up to “athletes expectations” </li></ul><ul><li>10-15% more expensive than leading brands </li></ul><ul><li>Last 25% longer than leading brands </li></ul><ul><li>Highly regarded by users </li></ul><ul><li>Performance over style </li></ul>
Target Audience -Active Men and Women interested in “performance products” -Ages 25-54 -Employed -Managerial/Professional/Business related positions -Household Income of $75,000+ -Homeowners
Print Media Fitness -Features real women of all shapes and sizes -Stories of success Health -60% college educated -66% employed -Ages 25-54 -Gauranteed rate base of 1.35 million Self -Audience of 5,273,000 - Median age of 38 -HHI of $71,975 -78% employed
- Shape -Number one selling active lifestyle mag -Median age of 34.2 -80% college educated, 37% professional -Circulation of 1,651,740 -HHI of $75,137 Sports Illustrated -Median age of 38.5 -HHI of $63,643 -Male: index 160; women: index 44 Men’s Health -Audience of 10,892,000 -Average age 37.7 -HHI $71,147
ESPN -Audience of 12,717,000 -10,393,000 are men -Median age of 32 -Median income of $62,407 -80% employed, 60% college educated Runner’s World -Circulation of 2,219,000 -Median age of 40.5 -88.9% attended/graduated college -84.8% employed -HHI of $88,402 -50/50 male/female
March Madness Commercials -March Madness attracts a huge fan base, and I have decided to run commercials during the final four and the championship games (running a total of 8 commercials) on CBS Sports -Each Commercial $1.2 million dollars, coming to a total cost of $9.6 million dollars.
Interactive Active.com -20-30 million page views/month -Median age of 35 -16.2 minutes average time spent -HHI over $80,000 -1.5 million impressions/month for 2008 CBS Sportsline.com -Quarterly views 753,523,890 -Average time spent is 1 hour -9.2 average number of visits -60% of users have an income over $60,000 -5 million impressions in March, 1.5 million rest of year
ESPN.com -Median age of 30 -82% men -84% college educated, 73% employed -14.9 million users -Average time spent by users: 8 minutes -1.5 million impressions per month for 2008
Sponsorships Big Sur International Marathon in San Fransisco, CA: -Takes place on April 29 th and is a 26 mile long marathon ran over six hours. -Biggest sponsers now are Asics shoes, Gatorade, United Airlines -About 9,000 runners from all over the world -Sponser for $300,000 Twin Cities Marathon: - 10,500 runners -60% female, 40% male -Average age between 34-39 -$74,000 average HHI -87% of participants have college degree -9 th largest US Marathon -Sponser for $300,000
Promotions March Madness: -With any AE purchase you get scratch offs (think McDonalds) to win great prizes of all kinds and a handful of lucky winners will win a game package to the final four and championship games. -Can also register online through the online advertisements and receive a promotional code that could win you the same prizes-registering would entail entering in information about your athletic needs- which in turn would tell you which shoe would be right for you. Plus, a customer database would be building. -Promotion costs: $500,000