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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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Presentation Transcript
slide1

Media Strategy

Presented by: Lauren Percilla, Eric Schilling, James Schosser, Ann Whitaker

slide4

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
slide7

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.
slide8

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.
slide9

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.
slide10

Outdoor Frequency

  • Total Budget - $192,910
slide12

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
slide13

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
slide14

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
slide15

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
slide16

Print Frequency

  • Total Budget = $101,454
slide18

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
slide19

TV Frequency & Cost

  • Total Budget - $40,000
slide21

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
slide22

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
slide23

Radio

  • Reaches Young Commuters in Denver
  • White Collar, Educated, Young Professionals
  • 100% of Listening Audience Is Between Ages 18 – 54
slide24

Radio Frequency

  • Total Budget = $50,000
slide26

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
slide27

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
slide28

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
slide29

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
slide30

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
slide32

Online Frequency

  • Total Budget = $199,600
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