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April 5, 2013

April 5, 2013. Discovery. Our Best Prospect. Age: 25-64 42% Men 58% Women 61% Married Employment, Income & Home 60,000+ (74%) Management, Business, Financial Operations (168) Life, Physical, Social Science (339) Legal (296) # Hours Spent Commuting, Med/Heavy (123) Education

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April 5, 2013

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  1. April 5, 2013

  2. Discovery

  3. Our Best Prospect • Age: 25-64 • 42% Men • 58% Women • 61% Married • Employment, Income & Home • 60,000+ (74%) • Management, Business, Financial Operations (168) • Life, Physical, Social Science (339) • Legal (296) • # Hours Spent Commuting, Med/Heavy (123) • Education • 20% of target with GED • 28% of target with college degree • 18% of target withMaster’s degree • I Have a Great Experience in This Topic: • Physical Fitness (154) • Healthy Lifestyle (138) • Mindset • I am always looking for new ways to live a healthier life (110) • 6+ hours spent exercising (183) • I try to eat healthy and pay attention to nutrition (154) • I try to eat a healthy breakfast every day (139) • I follow a regular exercise routine (183) MA 25-64 Pop. 386,900 1.68% of US pop. MA 25-64 Engaged in Regular Fitness Program (2+/Wk) Past Year 187,300 .81% US population Source: Gfk MRI Spring 2012

  4. Variety of Competition

  5. Media Usage Digital Moderate/Heavy 13 hours/week Magazines Heavy 2.5 read/week Television Light 25 hours/week Newspapers Moderate/Heavy 3.25 read/week Radio Moderate/Heavy 14 hours/week Out-of-Home Very Heavy 147 miles traveled/week Source: GfK MRI Spring 2012

  6. Media Comparison US Average Adult BSC Crossfit 143 29 135 25 Weekly Consumption 16½ 17 14 13 3½ 2½ 2 2¼ # Read # Hours Online (personal use) # Read # Hours Listening # Miles Traveled (Out-Of-Home) # Hours Viewing Source: GfK MRI Doublebase 2012

  7. Media Preferences by Channel (136) (147) (121) (395) Public (434) News/Talk (216) Search (136) Email (145) (136) (230) (340) (123) GPS (125) (173) (120) (269) Jazz (461) (143) (127) Music (115) App (120) (228) (138) (141) (203) (132) Rock (400) Rhythmic (277) (128) Social (138) (128) (121) (121) (819) (111) Classical (380) Alternative (336) Weather (140) Text (122) (125) (118) (220) (121) Source: GfK MRI Doublebase 2012; Scarborough Boston 2012 Release 2

  8. Psychographics – Active Lifestyle • Always looking for new ways to live a healthier life • Has a great experience in both physical fitness and a healthy lifestyle • Spends more than six hours a week exercising • Will frequently choose active vacations where there is lots to do Source: GfK MRI Doublebase 2012

  9. Psychographics – Health • Mindful of nutrition when eating • Generally content with their current weight • Tend to cook meals at home and avoid getting food to go • Focus on real, natural, and organic food Source: GfK MRI Doublebase 2012

  10. Spend on Social Recreation and Gym Membership by Zip Code 10 Source: 2010 Census Demographics Now

  11. Media Strategy

  12. Media Strategy • Invite • Generate awareness of BSC Crossfit • Encourage target to try BSC Crossfit • Influence • Partnership media creates attention grabbing connections • Be heard by target throughout their daily routine • Presence within influential time periods • Capture • Use experience to connect with target during activity • Geotargeted media will drive qualified traffic to surrounding BSC locations • Timing • Flight 1: Holiday/New Year (October – January) • Flight 2: Before Summer (March – May) • Flight 3: Preparing for Fall (End July – September)

  13. Flight Dates Flight 1 Flight 2 Flight 3

  14. Media Breakdown Aligns with active lifestyle and captures heavy commuters Large reach, while allowing a focus on targeted programs Capture heavy commuters using specific dayparts Largest allocation based on ability to specifically target Total Budget: $1,950,213 Take advantage of target with high readership quintiles

  15. Broadcast

  16. Television & Radio Campaign Parameters Objective • Increase notoriety of BSC UFX Cross Training Class by increasing reach and frequency Target • 25-64, engaged in regular fitness • Skew towards women Timing • January 2014 - September 2014 Geography • Local - Boston Digital Budget • $823,529 gross

  17. Flight #1 • Start date: January 1st • End date: January 31st • Rationale: This flight is designed to catch consumers who are looking to get in shape as a new years resolution. • We budgeted $114,647 gross to reach effective GRP levels. The remaining budget will be used for a second flight.

  18. Flight #1 • Our first flight will consist of early morning dayparts to reach fitness enthusiasts as they wake up early for their workouts. • EM CPP = $425 • 35 GRPs a week = $14,700 • 140 GRPs in Jan. = $58,800 • EM :30s spots include: Good Morning America (women’s skew), The Today Show (women’s skew), and SportsCenter (men’s skew).

  19. Specialized Programs • There will be $58,847 remaining after we purchase spots on morning programs. • Prime access (still successful despite DVR phenomena) and prime time program spots will be purchased. • Programming may include The Biggest Loser (NBC), Work Out (Bravo), America’s Next Top Model (CW), and Cooking Thin (Food Network) . • These shows are primarily skewed towards women.

  20. Flight #2 • Start date: June 1st • End date: June 30th • Rationale: Impact consumers who are getting in shape for summer. • We will have $125,000 gross to spend during this month long flight.

  21. Flight #2 • Maintain consistency through early morningprogramming. • EM CPP = $455 • 40 GRPs a week = $18,200 • 160 GRPs in June = $72,800

  22. Specialized Programs • We will have $52,200 to spend on targeted cable, prime access and primetime programs. • Prime will target sports and wellness focused programming, including NBA and NHL Playoffs, MLB, and Not My Mama’s Meals (Food).

  23. Flight #3 • Start Date: September 1st • End Date: September 30th • Rationale: During this flight we hope to reach people who are looking for gym memberships as the cold weather is approaching. • $54,470 gross budgeted for this flight. • The money will be spent on exclusively targeted cable, primetime, and prime access programs. • Programs will continue to be selected based on our demographics (i.e. The Voice, NCIS, and DWTS)

  24. Terrestrial Radio • BSC target demo spends a lot of time in the car commuting to and from work. • 75% ($476,370) of the radio budget will be delegated towards terrestrial radio. • The types of music genres we will advertise on include: • Adult Contemporary (skews 67% female, median age of 43) • Hot A/C (ex. Three Doors Down) (skews 65% female, median age 35) • Sports Radio (skews men) • Specific dayparts to align with active lifestyles. • 40% A.M, 40% P.M, 10% M.D, and 10% weekend

  25. Flight Dates and Stations • Radio flights will run during TV flights in order to increase reach and frequency. • However, each flight will be extended by one week in order to maintain awareness. • Approximate CPP = $240 • 125 GRPs a week = $30,000 • 625 GRPs over 5 weeks = $150,000 • 3 Flights = $450,000 gross • Stations in the Boston area that we will consider include: • 95.9 • 98.5 • 93.3

  26. Streaming Radio • 15% ($79,411 gross) of the radio budget will go towards streaming, specifically Pandora. • Streaming flight dates will be the same as terrestrial flight dates in order to increase reach and frequency. • $1,000 = 100,000 impressions • $26,470 over 5 weeks = 2,647,000 impressions • 3 flights = 7,941,000 impressions

  27. Streaming Radio – Flight Dates • Running similar flight dates will also establish a reach base that will be spurred into action the more they hear BSC ads. • Pandora will be instrumental in reaching fitness enthusiasts during their weekend and nightly workouts. • We will run desktop banner ads as well as mobile ads in order to catch individuals who tend to use Pandora while they’re working out or listening to music at their desk.

  28. Overall Budget for Television and Radio In gross terms, we will have $294,117 to spend on television and $529,411 will be spent on radiofor a total of $823,529.

  29. Digital & Search

  30. Digital & Search Campaign Parameters Objectives • Generate awareness of BSC UFX Cross Training Class • Drive qualified traffic to BSC’s group classes page • ‘Move the Needle’ by properly guiding the consumer through the purchase funnel Target • 25-64, engaged in regular fitness • Skew towards women Timing • November 2013 – June 2014 Geography • Local - Boston Digital Budget • $650,000

  31. Targeted Media Using a variety of online ad networks, Blitz will leverage next generation targeting platforms to drive greater effectiveness and cost-efficiency of BSC messaging • 25-64 • Search queries • Content read • Ads clicked • Exercise 2+/week • HHI $60k-$200k per year • Skew towards women • Employed Full Time • Local - Boston • BSC website visitors • Social circles of current BSC customers/site visitors • Targeting BSC site visitor “look-a-likes”

  32. Digital & Search Media Mix: Rationale Upper/Mid Funnel Upper/Mid Funnel Full Funnel Lower Funnel Lower Funnel

  33. Media Framework: Full-Funnel / Multi-Touch point Full-Funnel Approach

  34. Media Framework: Full-Funnel / Multi-Touch point “Demo/Interest Based” Full-Funnel Approach Display (Endemic) Online Video Display (Ad Nets) 34

  35. Media Framework: Full-Funnel / Multi-Touch point “Demo/Interest Based” Full-Funnel Approach “Intent-Based” Display (Endemic) Online Video Search Engine Marketing Display (Ad Nets) Re-Marketing (Search/Site) 35

  36. Brand Awareness (Video) • Establish brand presence of BSC and its programs • Utilize high impact pre-roll units to drive consumer engagement • Maximize reach by utilizing more than one video partner • Creates engagement beyond a standard pre-roll setting enticing user interaction with the brand’s message • In a recent brand study measurement, video units drove the greatest lift in ‘Awareness’ and ‘Purchase Intent’ vs standard banner units • Specific Media Budget : $157.2K • Tremor Budget: $87.3 CONSIDERED PARTNERS

  37. Brand Awareness (Video) • There are two formats in online video: Pre-Roll with Companion Banner and In-Banner • Pre-Roll is a :15 or :30 mov file that appears prior to the content that the user elected to watch; the companion banner lives in a 300x250 unit • In-banner video is a :15 or :30 mov file that can run within standard IAB unit sizes like 728x90, 300x250 and 160x600 units

  38. High Impact Media • Maximize reach and cost-efficiency against target audience through strategic use of ad networks in an effort to ‘move the needle’ • Creates targeted reach and frequency at greater efficiencies • Ability to add multiple targeting layers in order to eliminate waste and effectively reach the desired target • Budget: $20K CONSIDERED PARTNERS

  39. Social Graph • Harness the power of social sharing across the internet to amplify active consumer audiences • Audiences are constantly growing as social networks grow • Marketing with social graphs increases awareness, intent and conversion • Consumers see ads for products they are more likely to be interested in • Leverage the bottom of the funnel audience to identify and target new and relevant audiences higher up in the funnel • Achieve strong brand and direct response performance results • Budget: $130.7K CONSIDERED PARTNERS

  40. Search Engine Marketing • Establish 100% SOV on BSC “branded terms” (Google and Bing) • Exhaust “non-brand term” efforts on Google before allocating to other engines • Build out “long-tail” keywords to expand overall reach • Low volume, high efficiency keywords reach users further along the purchase path • Test optimal combinations of keywords, copy and landing pages • Implement applicable “ad extensions” to provide users with more information and improve ad relevancy • Ad Sitelinks • Call Extensions • Communication Extensions • Media Ads CONSIDERED PARTNERS

  41. Keyword List

  42. Rationale for Search Engine Marketing • Provides immediate response to those actively seeking out brand or relevant products • One-click away from taking “action” • Allows for highly targeted messages • Provides real-time data that can help to develop the usability and conversion rate of websites • Continuously tested and optimized • Provides “support” to other media channels, as well as public relations and social marketing efforts

  43. Google Ad Extensions Communication Extensions Phone Extensions SiteLink Extensions Media Extensions

  44. Search Remarketing • Enables BSC to combine the purchase intent and precision from search with scale and creative opportunities from display • Target consumers based off of user search history • Find customers who have never been to a brand’s website • Targets only prospects who are searching for terms that coincide with BSC’s program • Generate insights for campaign optimization • i.e. keyword level, creative asset, frequency • Budget: $127.4K CONSIDERED PARTNERS

  45. Site Remarketing • Allows BSC to effectively re-engage with potential consumers after they leave the site • Delivers display ads to previous site visitors with the goal of driving them back to the site • Increased performance (CTR, Conversions, CPA, ROI) because you’re targeting an audience that has already expressed an interest in BSC • Focus on conversions, not clicks – the goal is centered around driving conversions, leads or increasing site engagement • Budget: $127.4K CONSIDERED PARTNERS

  46. Measurement Framework Campaign Metrics • Impressions Delivery Response • Clicks • “Conversions” • “Conversion” Rates • Google Analytics Stats PublisherPlacementAd SizeCreative Financial • CPM (Cost per Thousand) • Cost Per Click • Cost Per “Conversion” 46

  47. Digital Budget $650,000 Total Budget Breakdown $260K $162.5K $227.5K 47

  48. Print Budget Overview

  49. Budget

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