Advertising 335: Media Planning Spring 2010

1. Rebecca VanDeCasteele
Adver2sing 335
March 22, 2010

2. Brand
Backed by Research in Motion (RIM),
BlackBerry is one of the leading producers of
smart phones. BlackBerry once held the top
market and category shares, but has seen a
decline in both in recent years.
Smart phones were once appealing to
mostly business owners and were seen as
complicated devices. With greater consumer
interest, competitors began offering smart
phone product lines. The engineers at RIM
think innovatively to produce new BlackBerry
products that are both user friendly and
powerful. This strategy appeals to normal
consumers as well as business owners.

3. Product
The first ever BlackBerry touch screen PDA (Personal Digital Assistant) was
introduced to the market in November of 2008. The release of the Storm was
very highly anticipated and BlackBerry has since released two new models.
New BlackBerry Storm handsets
are sold for around $500 and are
sometimes offered at a lower
price depending on contracts
offered through Verizon Wireless
in the US and other carriers in
Canada. This is currently the
average pricing for PDA sales.

4. Compe2tors
The Apple iPhone and the Palm Pre are both full
touch screen PDA’s that have BDI’s of 162 and 126
respectively. These are the Storm’s biggest
competition because of the similarity of capabilities
and features. The Apple iPhone is only offered
through the AT&T wireless carrier whereas the Pre is
offered through Verizon Wireless, the same carrier Samsung
as the storm. This may sway consumer behavior. manufactures
touchscreen
cellphones that
have similar
features but are not
considered PDA’s.
With a BDI of 112,
Samsung is a
competitor to
BlackBerry.

5. Current Adver2sing
BlackBerry is currently print spots highlighting the
functionality of the phones. These spots target
everyday cellphone users by explaining how useful
and user friendly the devices are.
The “All You Need is Love”
campaign includes a number of
television spots that position the
brand as passionate and
personable by portraying “real-
life” scenarios of people utilizing
their BlackBerry phones.

6. Goal and Strategy
The goal of this campaign is to increase and defend market share
for BlackBerry by stealing shares from competitors and maintaining
brand loyalty.
Specific consumers that already purchase within the category will be
targeted. We will use the Internet as a cost-effective medium which
will be effective in reaching the target. Many category users view
our selected vehicle on a regular basis and consumers will also
have the ability to purchase the product by clicking the ad they view.

7. Geographic Target
According to MRI data, the North East region indexes at 118 in
comparison to the US for BlackBerry owners. This is a fairly high brand
loyalty strength and it will be easier to maintain market share in a North
Eastern city.
According to the 2000 US Census, Boston is home to 124,762 people in
the target age group of 25-34. This makes up the largest age group of the
city or 21.2% of the total population. The dense population of the target
age demographic makes Boston an ideal geographic location.

8. Demographic Target
The demographic target for this campaign is men ages 25-34 with post
graduate education levels and business or management occupations.
The MRI data below defends that PDAs and the features they offer are
most helpful to business owners and executives.
CDI BDI
(PDA owners) (BlackBerry owners)
Educ: post graduate 184 185
Men ages 25-34 115 130
Occupation: Management,
Business and Financial 187 220
Operations
This shows that the category has a very high potential and that BlackBerry
is a very strong brand.

9. Reach and Frequency
Reach: 70
Frequency: 4
GRPs: 280
Goal reach is 70. This is about average, we are using a very targeted
vehicle so this will not be overly hard to obtain.
Goal frequency is 4. This is slightly above average because of the high
impression amount and the medium we are using is very concentrated.
There is high loyalty and this is a dominant brand, but the product is
used daily.
CPM: $53
Internet CPM usually ranges from $20-70. This price falls within the
average range and will ensure that the campaign budget will be
stretched effectively.

10. Timing
Cellphones are mostly purchased based on when contracts expire
because discounts are often offered. This makes it difficult to decide
upon an exact time to market to consumers that are already within
the category.
This campaign will run from October to December because of the
Christmas shopping season. Many cellphones are purchased out of
contract at this time, and we will be targeting consumers who may
not necessarily wait for their contract to expire before purchasing a
new product.

11. Medium
The Internet is a very cost efficient medium for supplemental advertising.
With the ability to target specific demographics based on geography and
browsing history, it is as versatile as print, outdoor or broadcast. The Internet
is also the only medium in which consumers can actually interact with the ad
they are exposed to. Consumers can view the ad, then “click-thru” to the
company website to learn more or make a purchase.
Educ: post graduate 19,136 1,761 9.2 10.0 117
Age 25-34 40,028 4,617 11.5 26.3 147
Occupation: Management,
Business and Financial 2,158 62,187 10.1 12.5 129
Operations
The MRI data above describes how likely the consumers in our demographic
are to purchase their PDAs online. The education level, age range and
occupation index at 117, 147 and 129 respectively. The target is likely to
purchase online, therefore it should be easily and effectively reached online.

12. Vehicle
BusinessWeek.com “engages global
professionals” that are “affluent,
business decision making, information-
hungry,
web-savvy active online consumers”
(“web visitors” www.mediakit.businessweek.com. 2010.)
The audience comprises business
professionals that are 58% males and
65% post college graduates, making this
an effective vehicle to reach our target.
BusinessWeek online has the ability to segment their user base according to IP
addresses on computers and geographic region (including city or state). This will help
to target consumers only in the Boston area. The website can also break down the user
base by channels of the website users have visited and article keywords they have
viewed. This will help to target users who are interested in the category and help the
overall goal of increasing market share.

13. Plan Summary
•Brand: BlackBerry
•Product: Storm
•Reach: 70
•Frequency: 4
•Timing: October-December
•Medium: Internet
•Vehicle: Businessweek.com
•CPP: $293
•Overall Cost: $82,040

14. Budget
Overall, $82,040 of the $100,000 was used for this campaign. The
budget was effectively stretched in order to get a lot of impressions
and gain a lot of exposure in the market. This plan should increase the
market share and maintain the brand loyalty of the existing customers.