Hospitality Rising Media Planning Slides from Garett at Smithfield showing when £1m, £3m and £5m would be spent.

1. Media Planning 2022

2. Contents
• Brief
• Market
• Audience
• Approach
• Measurement
• Summary
• Appendices

3. Brief

4. The Brief in brief
• Campaign: Hospitality Rising
• Aim: Post-COVID recruitment drive to hospitality sector
• Target Audience: 16-30 years, Non-rejectors
• Region: National
• Budget: £1m, £3m, £5m
• Timing: Sept 2022 – Aug 2023
• KPIs:
• Awareness
• Increase consideration (from 1/5 to 2/5)
• Recommend hospitality (from 2/5 to 3/5)
• Website Visits / Registrations

5. Market

6. Ad Spend on recruitment dipped during COVID but has picked up again.
TV takes the lion’s share of budget in this category
Source(s): Nielsen Ad Dynamix 2017 – 2021. Please note, digital is likely to be c.-50% under reported. It doesn’t include PPC, Social, SEO
UK
Ad
Spend
(£)
40%
29%
16%
7%
5% 3%
TV
Digital
Radio
Outdoor
Cinema
Press
UK Ad Spend by Advertiser (Recruitment) 2017 - 2021 UK Ad Spend by Media Channel (Recruitment) 2017 - 2021
Total
Spend
2017-2021
£455m

7. Based on average annual market spends, below is your predicted SOV based
on 3 x budget levels
Source(s): Nielsen Ad Dynamix 2017 – 2021. Missing Digital Spends are estimated here at +50%
1%
99%
Hospitality Rising
Recruitment
£1m £3m £5m
3%
97%
4%
96%

8. Audience

9. We have built your audience using TGI
12.2m
2.4m
Aged 16-30 years
Gap Year
809k
Finish School
or College
1.9m
Start 1st Job
1.8m
Graduate Uni
1.5m
Start Own Business
5.8m
Change Job
2.1m
Redundancy
5.3m*
Source(s): TGI GB 2022 January (December 2020 - November 2021)
What is TGI? TGI is an annual survey of
25k UK adults pro rated to reflect the
national population. There are over
5,000 questions covering everything
from lifestyle to media consumption
*76% of this audience is
under 24 years of age

10. 0
50
100
150
200
250
0.00
1.00
2.00
3.00
4.00
5.00
6.00
7.00
%
Index
Avg.
Of those already employed within this audience, the retail / service industry has
highest proportion
%
Audience
Index
Source(s): TGI GB 2022 January (December 2020 - November 2021)
Area of Employment

11. TGI gives us psychographic insight into this audience
What I want most in my life
is to have fun, enjoy life's
pleasures
I like to pursue a life of
challenge, novelty and change
I like taking risks
Social media is the first and
last thing I look at each day
Online advertising is more
relevant to me than other
advertising
I like to go to trendy
places to eat and drink
Social media posts influence
my political view
Source(s): TGI GB 2022 January (December 2020 - November 2021)
I prefer to watch TV on a
laptop, tablet or mobile
Well designed poster sites
improve the urban landscape
I prefer to buy brands which
emphasise inclusion and diversity
in their adverts
I like to stand out in a
crowd
LIFESTYLE
MEDIA
I often notice the
advertisements on
the Internet
LOWEST
INDEXING
Climate change
doesn't worry me
I enjoy reading
newspapers most days
When in the car I always
listen to the radio
There's little I can do
to change my life
I am a TV addict
I prefer to spend a quiet
evening at home than go out

12. There is no significant geographical bias to this audience
Source(s): TGI GB 2022 January (December 2020 - November 2021)
8%
0.91
5%
0.93
10%
1.07
14%
0.96
9%
0.90
10%
0.88
5%
1.10
9%
1.08
8%
0.92
8%
1.04
15%
1.10

13. Traditional media channels are dwarfed by digital channels (except OOH)
%
Audience
Index
Source(s): TGI GB 2022 January (December 2020 - November 2021)
Medium Heavy weight Consumption by Media Channel
0
20
40
60
80
100
120
140
160
180
200
0
10
20
30
40
50
60
70
80
90
100
Internet
General
Browsing
Online Video Social Media Cinema OOH VOD BVOD Print Radio TV
%
Index
Avg

14. Broadcast TV accounts for only 36% of 16-34s’ video day
9.3%
25.2%
0.7%
4.6%
2.6%
0.1%
1.8%
19.3%
36.3%
3.5%
13.0%
0.9%
3.0%
2.8%
0.1%
1.7%
11.…
63.7%
TikTok
YouTube
Facebook
Other online video
Online 'adult' XXX video
Cinema
DVD
Subscription VOD
Broadcaster TV
ALL
INDIVIDUALS
16-34s
Source: BARB / Broadcaster stream data / comScore / IPA Touchpoints 2020 (lockdown) / Pornhub / Rentrak

15. Almost all social media channels over index for the TA vs the average adult
%
Audience
Index
Source(s): TGI GB 2022 January (December 2020 - November 2021)
Social Media reach by Platform (Vol % / Index)
0
50
100
150
200
250
300
350
400
0.00
10.00
20.00
30.00
40.00
50.00
60.00
70.00
80.00
90.00
100.00
% Index Avg
Other

16. Approach

17. PPC
We will create awareness with broad reach media, then capture the latent
demand with PPC and retargeting tactics
Push media will deliver broad coverage of target audience
and awareness of the Hospitality Rising proposition
Pull media will target the audience
who are actively searching or have
visited the website but not registered
PUSH
PULL
OOH VIDEO DISPLAY
RE
TARGE
TING
SOCIAL
Broadcast and AV drive
impact and awareness,
creating general interest
amongst large groups
More targeted digital
channels give the
opportunity for more
specific messaging and
follow up from the audience
Captured data from
website visits can be used
to retarget via social and
display channels

18. 0.65
0.75
0.85
0.95
1.05
1.15
1.25
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Google data shows searches for jobs spike in Q1 and Sept - Oct
Source(s): Google Trends, recruitment companies plus search terms ‘New Job, + ‘Change Job’ + ‘New Career’
Spend
Index
Seasonality of Google
Search Data (2017 – 2021)
Search demand
is buoyant in Q1
There is a second
smaller bump in
Sept / Oct

19. Example Media Laydown
Notes: *Combined reach and OTS is against UK adults (not target audience). Combined reach is not unique
£1m Combined Reach OTS Impacts Cost Sept 22 Oct 22 Nov 22 Dec 22 Jan 23 Feb 23 Mar 23 Apr 23 May 23 Jun 23 Jul 23 Aug 23
Social: Tik Tok 6,666,667 3 20,000,000 £200,000 £30,000 £30,000 £40,000 £40,000 £30,000 £30,000
Social: Facebook & Instagram 3,333,333 3 10,000,000 £100,000 £30,000 £30,000 £20,000 £20,000
Video 6,888,889 3 20,666,667 £310,000 £50,000 £50,000 £55,000 £55,000 £50,000 £50,000
PPC 120,000 1 120,000 £120,000 £10,000 £10,000 £10,000 £10,000 £10,000 £10,000 £10,000 £10,000 £10,000 £10,000 £10,000 £10,000
Display / Retargeting 6,000,000 4 24,000,000 £120,000 £10,000 £10,000 £10,000 £10,000 £10,000 £10,000 £10,000 £10,000 £10,000 £10,000 £10,000 £10,000
Creative / PR £150,000
23,008,889 3 74,786,667 £1,000,000
£3m
Social: Tik Tok 13,333,333 3 40,000,000 £400,000 £60,000 £60,000 £80,000 £80,000 £60,000 £60,000
Social: Facebook & Instagram 9,666,667 3 29,000,000 £290,000 £50,000 £50,000 £55,000 £55,000 £40,000 £40,000
Video 11,500,000 4 46,000,000 £690,000 £110,000 £110,000 £135,000 £135,000 £100,000 £100,000
PPC 180,000 1 180,000 £180,000 £15,000 £15,000 £15,000 £15,000 £15,000 £15,000 £15,000 £15,000 £15,000 £15,000 £15,000 £15,000
Display / Retargeting 9,600,000 5 48,000,000 £240,000 £20,000 £20,000 £20,000 £20,000 £20,000 £20,000 £20,000 £20,000 £20,000 £20,000 £20,000 £20,000
OOH 16,666,667 3 50,000,000 £1,000,000 £1,000,000
Creative / PR £200,000
60,946,667 3 213,180,000 £3,000,000
£5m
Social: Tik Tok 20,000,000 3 60,000,000 £600,000 £90,000 £90,000 £120,000 £120,000 £90,000 £90,000
Social: Facebook & Instagram 14,000,000 3 42,000,000 £420,000 £75,000 £75,000 £60,000 £60,000 £75,000 £75,000
Video 13,466,667 5 67,333,333 £1,010,000 £165,000 £165,000 £180,000 £180,000 £160,000 £160,000
PPC 240,000 1 240,000 £240,000 £20,000 £20,000 £20,000 £20,000 £20,000 £20,000 £20,000 £20,000 £20,000 £20,000 £20,000 £20,000
Display / Retargeting 13,714,286 7 96,000,000 £480,000 £40,000 £40,000 £40,000 £40,000 £40,000 £40,000 £40,000 £40,000 £40,000 £40,000 £40,000 £40,000
OOH 20,000,000 5 100,000,000 £2,000,000 £1,000,000 £1,000,000
Creative / PR £250,000
81,420,952 4 365,573,333 £5,000,000

20. Estimated Cover & Frequency
Source(s): Telmar Media Planner+. Notes: ‘1634 Adults’ is closest media audience to target audience
16 – 30 Years
£1m £3m £5m
41% @ 4 56% @ 8 76% @ 10
Adults
£1m £3m £5m
27% @ 3 49% @ 6 63% @ 8

21. 75%
Our funnel demonstrates what we aim to achieve at each budget level
Aware Consider Fill
Apply Recommend
£1m
£3m
£5m
Reach
10,865
16-30
Adults
5,300,000
41%
2,173,000
31%
1,629,750 40% 651,900
12%
10% 65,190
1.2%
21,730
33% 50%
0.4% 0.2%
75% 14,840
42%
2,226,000 40% 890,400
17%
10% 89,040
1.7%
29,680
33% 50%
0.6% 0.3%
56%
2,968,000
All we will hit
within our target
audience of 5.3m
Those who will be
aware of our ad
campaign
Those who would
consider working in
hospitality industry
Those who apply for a
job either via our
website or directly
Those who get a job
in the hospitality
industry
Those who would
recommend to a
friend, family etc.
75% 20,140
57%
3,021,000 40% 1,208,400
23%
10% 120,840
2.3%
40,280
33% 50%
0.8% 0.4%
76%
4,028,000

22. …and also the estimated cost per application and job fill
£1m
£3m
£5m
Cost per Application Cost per Job Fill
£15 £46
£34 £101
£41 £124

23. Measurement

24. We recommend measuring website metrics as well as brand uplift
Hospitality Rising Website
Media Measurement & Attribution via
measurement tags across website. Digital
delivery verification
Brand Awareness
Brand and campaign tracking – awareness, recall,
preference. Pre and Post campaign research

25. Summary

26. Summary
We recommend a digitally led plan. This is the best route to
deliver both mass and targeted reach of the target audience. If
budgets allow, we would layer in OOH too.
Digital has the added benefit of being highly accountable – so we
can regularly report on campaign performance, and optimise it
towards those who are responding.

27. Appendices

28. The Ministry of Defence invest heavily in recruitment campaigns, with
investment skewed towards traditional channels
Source(s): Nielsen Addynamix 2019-2021. Please note, digital is likely to be -50% under reported. It doesn’t include PPC, Social, SEO
£0
£1,000,000
£2,000,000
£3,000,000
£4,000,000
£5,000,000
£6,000,000
£7,000,000
£8,000,000
£9,000,000
2019 2020 2021 2019 2020 2021 2019 2020 2021 2019 2020 2021
Army Army Reserves Royal Air Force Royal Navy
Cinema Digital Door Drops Outdoor Press Radio TV
This campaign is
the first sign of
significant digital
investment