Media plan for the hudson s bay co
This presentation is the property of its rightful owner.
Sponsored Links
1 / 19

Media Plan for The Hudson’s Bay Co. PowerPoint PPT Presentation


  • 71 Views
  • Uploaded on
  • Presentation posted in: General

for Mary Deacon In partial completion of MCOM 28 – 101 By Mike Dawson, Caitlin DeRoche, Emm Fawcett & Travis Stinson. Media Plan for The Hudson’s Bay Co. . Table of Contents . Media Plan for the Hudson’s Bay Co. Executive Summary …Slide Objectives … Slide

Download Presentation

Media Plan for The Hudson’s Bay Co.

An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -

Presentation Transcript


Media plan for the hudson s bay co

for Mary Deacon

In partial completion of

MCOM 28 – 101

By Mike Dawson, Caitlin DeRoche, Emm Fawcett & Travis Stinson

Media Plan for The Hudson’s Bay Co.


Media plan for the hudson s bay co

Table of Contents

Media Plan for the Hudson’s Bay Co.

Executive Summary …Slide

Objectives …Slide

Media Message …Slide

Target Audience Profile …Slide

Market Priorities …Slide

Timing…Slide

Media Considered …Slide

Media Recommendations …Slide

Budget Overview …Slide

Blocking Chart …Slide


Media plan for the hudson s bay co

Executive Summary

Media Plan for The Hudson’s Bay Co.

  • Hudson’s Bay Company is has been growing and wishes to keep brand loyalty high.

  • Messages will focus on HBC rewards program and putting customers first.

  • Decided to put media emphasis on Q1 and Q2 due to their lack of sales in comparison to the 4th quarter.


Media plan for the hudson s bay co

Executive Summary

Media Plan for The Hudson’s Bay Co.

  • Used a combination of online, out of home, and magazine advertising in order to best reach the selected target audience.

  • Based on our research we believe this to be the most effective use of the $3 million budget.


Media plan for the hudson s bay co

Market Objectives

Media Plan for The Hudson’s Bay Co.

  • Within the next year, we project that the newly implemented strategies will increase overall sales by 10%.

  • We wish to preserve our current market share, and increase by 5% percent within the last quarter.

  • Increase awareness in the desired target market with an emphasis on consumer brand loyalty during the first and second quarter.


Media plan for the hudson s bay co

Media Objectives

Media Plan for The Hudson’s Bay Co.

Who:

What:

Where:

When:

How:


Media plan for the hudson s bay co

Media Message

Media Plan for The Hudson’s Bay Co.

  • To promote Hudson’s Bay Company’s dedication to its loyal customers through the HBC rewards program.

  • Promote the HBC rewards program throughout various outlets.


Media plan for the hudson s bay co

Target Audience Profile

Media Plan for The Hudson’s Bay Co.

  • Primary Audience:

    • Demographics

      • Men and women ages 35 - 55 with a skew to female

      • Single or married with families

      • $75,000+ Household income

      • University or college graduates


Media plan for the hudson s bay co

Target Audience Profile

Media Plan for The Hudson’s Bay Co.

  • Primary Audience:

    • Psychographics

      • Fashion conscious

      • Interested in taking care of their home and culinary needs

      • Purchase high end brands for associated status

      • Brand loyal

    • Geographics

      • Reside in suburban areas


Media plan for the hudson s bay co

Media Habits

Media Plan for The Hudson’s Bay Co.

  • Average North American media habits per day in 2012

    • TV: 278 Minutes

    • Online: 173 Minutes

    • Radio: 92 Minutes

    • Mobile: 82 Minutes

    • Magazines: 16 Minutes


Media plan for the hudson s bay co

Target Persona

Media Plan for The Hudson’s Bay Co.


Media plan for the hudson s bay co

Market Priorities

Media Plan for The Hudson’s Bay Co.

  • This campaign will run nationally through out 2014 with regional emphasis in:

    • Toronto – GTA

    • Ottawa – Gatineau

    • Montreal

    • Vancouver


Media plan for the hudson s bay co

Campaign Timing

Media Plan for The Hudson’s Bay Co.

  • Season

    • Campaign will utilize a blitz structure that is heavier in the winter – spring months

      • i.e. Jan – June

  • Day of Month

    • All elements will run on predetermined months of the year

  • Time of Day

    • OOH elements will be used to encourage those commuting during peek times


  • Media plan for the hudson s bay co

    Media Considered

    Not Recommended

    Media Plan for The Hudson’s Bay Co.

    • To coincide with the campaigns media objectives the following mediums are not recommended for use:

      • Television

      • Radio

      • Newspaper

    Rationale: budget didn’t allocated for an abundance of mediums


    Media plan for the hudson s bay co

    Media Recommendations

    Media Plan for The Hudson’s Bay Co.

    • Magazines

      • High quality display of merchandise with visual flexibility

      • Allows for various product lines to be displayed

      • Highly selective for the target market


    Media plan for the hudson s bay co

    Media Recommendations

    Media Plan for The Hudson’s Bay Co.

    • OOH

      • Subway: to reach young business professionals in key urban areas

      • Billboards: reach the higher age segment of the target demographic & expose HBC to all commuters


    Media plan for the hudson s bay co

    Media Recommendations

    Media Plan for The Hudson’s Bay Co.

    • Online

      • Emails: allows current HBC Rewards to upgrade their services

      • Banner Ads: encourage online users to interact with the brand


    Media plan for the hudson s bay co

    Budget Overview

    Media Plan for The Hudson’s Bay Co.

    • Magazines $552, 045. 00

    • Online

      • Emails:

      • Banner Ads:

    • OOH

      • Subway $180, 00. 00

      • Billboards $552,200. 00

    15% commission fee


    Media plan for the hudson s bay co

    Blocking Chart

    Media Plan for The Hudson’s Bay Co.

    For full details of budget and timing refer to the blocking chart.


  • Login