Media Strategy
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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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Media Strategy

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Media strategy

Media Strategy

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


Elektrip overview

ElektripOverview


Media strategy

Two Commuter Bicycle Styles


Media strategy

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


Media strategy

Regional Weather


Outdoor

Outdoor


Media strategy

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.


Media strategy

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.


Media strategy

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.


Media strategy

Outdoor Frequency

  • Total Budget - $192,910


Print

Print


Media strategy

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


  • Media strategy

    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


    Media strategy

    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


    Media strategy

    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


    Media strategy

    Print Frequency

    • Total Budget = $101,454


    Media strategy

    TV


    Media strategy

    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


    Media strategy

    TV Frequency & Cost

    • Total Budget - $40,000


    Radio

    Radio


    Media strategy

    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


    Media strategy

    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


    Media strategy

    Radio

    • Reaches Young Commuters in Denver

    • White Collar, Educated, Young Professionals

    • 100% of Listening Audience Is Between Ages 18 – 54


    Media strategy

    Radio Frequency

    • Total Budget = $50,000


    Online

    Online


    Media strategy

    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


    Media strategy

    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


    Media strategy

    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


    Media strategy

    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


    Media strategy

    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


    Media strategy

    Website


    Media strategy

    Online Frequency

    • Total Budget = $199,600


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