This is a media plan presentation for a fictional concert ("Rock The Rock Music Festival") to be held at Alcatraz. The presentation includes the goals, objectives, strategies, planning parameters, target, and research. It also contains site recommendations and a condensed media plan.

1. “Rock The Rock Music Festival” Media Plan
Marcelina Ward
April 27, 2011

2. Goals
• Sell tickets to the “Rock The Rock Music Festival”
Objectives
• Drive sales online
• Build awareness of event and charity
• Drive donations to charity
• Create buzz around event, bands, celebrities
Strategies
• Partner with sites that match and reach out to target audience
• Reach consumers that regularly make charitable donations
• Reach consumers that have recently purchased event tickets within last 6 months
• Reach consumers that regularly attend high profile events
• Reach consumers when they are in a music mind set (listening to music, reading music news, etc.)
• Reach consumers when they are browsing online
R o c k T h e R o c k M u s i c F e s t i v a l J u n e 9 - 1 0 , 2 0 1 1

3. Planning Parameters
Budget: $1 Million
Target Audience: Research Target - A25-54
HHI $75K+
Purchased event tickets in last 6 months
Expanded Target - A25-54
HHI $250K+
Live in wealthy area/neighborhoods
Work in corporate world
Married with children
Belong to exclusive clubs
Drive expensive, luxury cars
Travel frequently
Attends charity and high profile events
Buys designer and high end brands
Dines and seeks out fine restaurants, bars, and venues
Season ticket holder (sports, music, cultural)
Flight Dates: January 1, 2012 - February 15, 2012 (build awareness of event)
February 13, 2012 - June 9, 2012 (high impact launch for ticket sales, continuity)
Geography: National (emphasis on west/east coast and major cities)
Media Vehicle: Online
Ad Units: Leaderboard, Medium Square, Roadblock, Pre-Roll, Wallpaper, Custom Content
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4. Success Measurements/ KPIs
• Selling out event
• Reaching specific number of ticket sales in first month of ticket launch
• Reaching specific target and selling specific percentage of tickets to this audience
• Success on sites
• Click-thru-rate
• User engagement in custom content
• Specific number of impressions per day, month, length of advertising
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5. Research to Support Target
Capgemini/Merrill Lynch’s World Wealth Report
2008 made the following observation about luxury travel:
High Net Worth Individuals want to purchase exclusive
experiences as a way to differentiate themselves...
whether it’s an impromptu trip to Italy to race a Ferrari,
Lamborghini and several Porsches from Florence to
Petrofina, or a three-week adventure across the world
the world with stops in some of the world’s most exotic
locales, Ultra-[HNWIs] are ready to spend large sums of
money to ‘live the dream’ in the most luxurious conditions.
Bundle: How America Spends - Travel & Leisure
http://money.bundle.com/article/Infographic-2010-Travel-and-Leisure-
Report-12005
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6. Some 6% of all millionaire households are in California, with Los Angeles being the home to half of them.
Mintel Report (Lifestyles of High Net Worth
Individuals - US, August 2008)
Capgemini 2010 U.S. Metro Wealth Index
http://www.alleconomicsislocal.com/all_economics_is_local/2010/08/
capgemini-announces-2010-us-metro-wealth-index.html
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7. Mintel Report (Lifestyles of High Net Worth Individuals - US, August 2008)
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8. Out-of-home entertainment spending on the
increase for families with children
(October 2010)
http://www.whitehutchinson.com/news/lenews/2010_october/
article105.shtml
Bundle: How America Spends - Entertainment
http://money.bundle.com/article/infographic-entertainment-
spending-in-the-big-12093
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9. Recommended Sites
• CNN Entertainment
• Yahoo! Music
• Ticketmaster
• New York Times
• Spin
• Daily Candy
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10. CNN Entertainment
Reach/Coverage: 907,000/10.7
Comp/Index: 15.7/299
• Site reaches affluent, business minded
individuals and is on point with target
psychographics and demographics
• Reaches target when they are specifically
browsing or searching for entertainment type
news
• CNN Entertainment delivers factual
entertainment news along with celebrity gossip
which is more relevant to the target
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11. Yahoo! Music
Reach/Coverage: 1,041,000/12.3
Comp/Index: 7.2/137
• Specific section within the Yahoo! site that
focuses solely on the subject of music and
music related content
• Specifically targeting consumers when music
is the focus of their attention
• Allows for custom content
Wallpaper
Custom Content
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12. Ticketmaster
Reach/Coverage: 961,000/11.3
Comp/Index: 10/191
• Most popular site for buying event tickets
• Mintel research indicates that over 50% of
people purchased concert tickets through this
website
• Offers specific event information, allowing
consumers to purchase tickets for specific seats
• Music and purchasing tickets is on forefront of
consumers mind when on site and allows them
to search for information as well as purchase
tickets within one single site
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13. New York Times
Reach/Coverage: 1,513,000/17.8
Comp/Index: 10.2/194
• Popular news source for current events in the
United States
• Attracts individuals that meet the target
psychographics and demographics
• Specific sections of site cater to Art, Music,
and Cultural Events
• Even though it is mostly New York focused,
there is a section for Bay Area news
• Readership stretches across the US and
reaches like minded, affluent individuals in
major cities across the nation
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14. Spin
Reach/Coverage: 75,000/0.9
Comp/Index: 25.6/487
• Targets people when they are in the mind set
of music and music related news and content
• Reaches target geography and purchase
habits
• Reaches out to younger half of demographic
(25-54)
• While delivering content similar to other music
news sources, Spin has a edgy, outgoing
attitude that relates to its consumers
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15. Daily Candy
Reach/Coverage: 85,000/1
Comp/Index: 28.2/539
• Site focuses on major US Cities, which
reaches key demographics for geography
• Site focuses on female portion on
demographic (96% female)
• Meet key demographic and psychographic
points, such as HHI ($75K+)
• Allows women to actively search for new ideas
and experiences, which means they are in an
open frame of mind to advertising
• Consumers are on this site ready to openly
spend their money, they want to buy things!
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16. Condensed Media Plan