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Media Strategy

Media Strategy. Presented by: Lauren Percilla, Eric Schilling, James Schosser, Ann Whitaker. Elektrip Overview. Two Commuter Bicycle Styles. Demographics. Household Income: $50,000 - $120,000 Age: 18-55 Address Type: Single Family Dwelling or Apartment Credit: Credit Card Users

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Media Strategy

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  1. Media Strategy Presented by: Lauren Percilla, Eric Schilling, James Schosser, Ann Whitaker

  2. ElektripOverview

  3. Two Commuter Bicycle Styles

  4. Demographics • Household Income: $50,000 - $120,000 • Age: 18-55 • Address Type: Single Family Dwelling or Apartment • Credit: Credit Card Users • Education: In or Has Completed College • Buying Behavior: Electronics • Occupation: White Collar Professional • Travel: Business Commuter

  5. Regional Weather

  6. Outdoor

  7. Bus Wrap • 23 buses, 4 weeks • Circulation – 1,602,585 • Bus Wraps present a highly visible media that reaches many commuters in the Denver Metro area.

  8. Rotary Bulletin • Rotary Cycle - 12 weeks 3 Panels • Ad. Size – 14’ X 48’ • Circulation – 1,439,934 • Rotary bulletins will be in and around residential areas and are highly visible to commuter traveling to and from residential areas.

  9. Bus Shelters • 50 Panels for 4 weeks • Ad. Size – 48” X 683/4” • Circulation – 450,000 • Bus shelters are located in throughout Denver with a major focus on bus shelters in the metro area.

  10. Outdoor Frequency • Total Budget - $192,910

  11. Print

  12. Magazine • Spans art, beauty, culture, business, entertainment, fashion, interior design, nightlife, philanthropy, politics, real estate, sports, & travel • Relevant Readership • - Total Monthly Distribution – 40,000 • - Potential readers age 25 to 59 – 1,363,034 • - Average age of Denver Magazine reader – 38 • Professionals – 82% • College Educated – 90% • - Post-grad Degree – 45% • - Average Household Income - $95,000

  13. Magazine • Guide to the best in arts, entertaining and dining while delivering in-depth journalism • Relevant Readership • Total verified distribution – 85,000 • Total readership – 347,301 • Median Age – 46 • Average Household Income - $169,000 • College Grads – 45% • Post Grad degree – 46% • 92% of readers have purchased a product based on advertising in 5280

  14. Newspaper • Circulation • 1,123,000 Sunday Post Readers • 770,000 Saturday Post Readers • 753,000 Daily Post Readers • Relevant Readership • 40% of all Metro Denver adults read The Denver Post • Average Age – 42 • 57% of all Colorado white collar jobs are in Denver • Average Household Income - $80,000

  15. Direct Mail • Direct Mail to Businesses Involved in Bike Sales • Roughly 300 Business Total • Intended to Have a Strong Impact & Generate Interest • Will Be Followed Up by Sales Force

  16. Print Frequency • Total Budget = $101,454

  17. TV

  18. TV Focus • Daypart - Monday through Friday • Morning News, Evening News • RunMay – August • 56 Spots Per Month • 30 Second Commercial Spots • Focus on Increasing Awareness, Hitting Target Market, and Creating Buzz

  19. TV Frequency & Cost • Total Budget - $40,000

  20. Radio

  21. Radio Focus • Daypart - Monday through Friday • 5:00 am - 10:00 am, 3:00 pm - 7:00 pm • Run on 6 Month Seasonal Cycle • Focus on Increasing Awareness, Hitting Target Market, and Creating Buzz

  22. Radio • Reaches an Audience That Wants to Be Educated, Informed, and Entertained • 64% of Listeners are in Our Target Income of $50,000 - $125,000 • 64% of Listeners are White Collar

  23. Radio • Reaches Young Commuters in Denver • White Collar, Educated, Young Professionals • 100% of Listening Audience Is Between Ages 18 – 54

  24. Radio Frequency • Total Budget = $50,000

  25. Online

  26. Website Ads • Denver Magazine & 5280 Are Targeted For the Same Reasons as the Print Version • Discounted Cost Due to Print Adv. • Electric Bicycle Forum & Ebikes of America Are Specific to People interested in Electric Bicycles

  27. Search Engine Advertising • Keyword Advertising • Sample Ad: • Budget Allocation Based off of Nielsen Ratings Dominance: Google - 65.2% Yahoo – 14.1% & Bing – 12.5% • Heavy Investment Due to Sit Not Having Good Natural Listing • Will Reduce Budget

  28. Search Engine Advertising • Keywords: • denver bicycle • denver bike • bicycle commuting • bike commute • bicycle commute • commute denver • denver commute • denver traffic • denver traffic conditions • denver traffic news • denver traffic report • denver weather • denver weather forecast • electric bicycle • electric bicycles • ebike • ebikes • folding electric bike • electric folding bike • electric bike

  29. Email Program • Send to Two Different Targeted Lists • Consumer List • 20,100 Names • Businesses Involved in Bicycle Sales • 22 Names • Online Budget Includes Monthly Mailings

  30. Website & Social Networking • Websites are Very Important in Consumer Information Gathering • Largest Portion of Budget • Extremely Important After Moving Past Test Market • Online Sales • Online Budget Includes Monthly Updates of Video & Social Networks • Website Includes Blog for Corporate Staff and Community Section • Website Will take time to Naturally List Higher For Certain Search Terms

  31. Website

  32. Online Frequency • Total Budget = $199,600

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