Media Markets Plan. Created by: Ally Vitali Michael Tate Zach Gray

Transcription

1 Media Markets Plan Created by: Ally Vitali Michael Tate Zach Gray

2 Situational Analysis Product Evaluation: Career Builder is an Internet based service that helps connect employers with applicants. Career Builder allows consumers to post resumes, search jobs, and offers services such as job recommendations and alerts. Career Builder makes their profit through advertisements on the Web site. Target Market: - Age: years of age - Sex: Male and Female - Income: less than $60,000 annually - Marital Status: Single or Married with no children - Education: College Graduate or more Consumer Profile: Evan Blow is a 39-year-old graduate student from Florida State University, who received a job right out of college scared it may be the only one he might receive. He has worked a job at XYZ toilet paper company for 16 year and has received very little in bonuses or raises over the course of working there. He makes $49,000 a year and gets hassled by his boss and co-workers, and has no authority over anyone but the mail guy after 16 years of work. He screams in his car for five minutes everyday before walking into work and can t stand the thought of trying to sell another stack of toilet paper. Sales History: Revenues for this year were $768.0 million, a 12.5% increase from the previous year Revenues for this year were $672.0 million, a 26.3% increase from the previous year. Product Distribution: Career Builder is the largest online job site. Over 1 million new jobs are placed on the site to attract applicants at home, work, or on the go. 1

3 Situational Analysis SWOT Strengths - #1 online recruitment advertising Web site - 24 million unique visitors - More than 500 page views a month - Site offers international jobs Weaknesses -Web only - Hit by the economic downturn in 2008 Threats - Competition such as Monster.com and Hotjobs.com - Scam artists have infiltrated the Web site Opportunities - New job markets Competitive Analysis CareerBuilder currently holds the No. 1 position for recruitment Web sites. - Dice: Provides a similar service to other competitors with the exception that it specializes in technology- related fields. With their narrowed service, they have a stronghold in the specific market of technology. - Monster.com: Monster is well represented internationally. The company has more than 5,000 employees in 36 countries. Monster has a yearly revenue of more than $1 billion. - Hot Jobs. Com: Started in 1996, HotJobs.com is a part of Yahoo! as of As of 2008, CareerBuilder had more than 24 million unique visitors monthly and a 34% market share for help-wanted Web sites in the U.S. Advertising History In recent advertising efforts, Career Builder advertisements have targeted under paid, over worked, and unappreciated employees 30 s to late 40 s. The reason they are targeting men and women of these ages is because they are unhappy with their career. These are the people that are statistically visiting the site in search for new jobs. Career Builder is positioned in the market as being the No. 1 online recruitment Web site. 2

4 Marketng Goal: Marketing Goals & Budget Our goal for career builder was to increase sales by 10 percent by the end of our promotional campaign, February 22. Budget: Our budget for our advertising was $28 million dollars 3

5 Media Objectives Target Audience: Primary Audience advertising should be directed toward the unsatisfied employee, males and females aged making less than $60,000 annually. This target is educated with a college degree or higher, single or married with no children. Geographic Coverage: It will be cheaper for us to buy nationally. In doing this, every geographic area can benefit from our message and has members that fit our target audience. Pattern of Scheduling: There will be multiple patterns of scheduling; pulsing, continuity, and flighting. We will focus on heavy exposure in January, to follow the holidays when people start to feel the financial burden of their bank account. Reach/Frequency: We would strive for a reach of 65 percent of our target audience and a frequency of 3 for each audience as well. Our main goal is getting our message to as many people as possible and lowering our frequency to stay within budget. Creative Implications: Our primary media would be ads in TV, Internet and magazine. We would use these three vehicles to be able to show the simplicity and usability of our site. The ability to demonstrate and show the site would eliminate the need for radio ads because the visual is available. 4

6 Media Objectives Promotion Support: Career Builder s promotional support will be a contest for the popular NBC show, The Office. The contest will ask viewers to submit their worst office stories. The writers and cast of The Office will review each submitted story. The winning submission will be created into an episode, with the writer staring in it as well. The contest will last a month, beginning January 1st ending January 30th. The episodes premiere will be during sweeps in February. Promotion for this contest will begin January 1st on NBC. 5

7 Media Strategies Target Audience: We will reach our target audience through magazines such as: GQ, Business Week, Self, and PINK Rationale: All magazines target business professionals within our target audience of 30 to 45-year-olds. PINK and Business Week are magazines that target business professionals who are currently working in the industry. Each of these magazines has a loyal readership, and is well received by the professional reader. We will reach our target audience through national televised networks such as: NBC Rationale: We will advertise during primetime on NBC. This time slot will target attention to popular evening entertainment and late news segments. our audience who pays We will also place advertisements on the Web sites of Yahoo.com, Google.com, WSJ.com, NBC.com, Monster.com, and Hulu.com Rationale: These sites will also help us reach national coverage and meet with our target audience. These sites are popular sites for various outlets. Yahoo.com is a top Web site for news, finance, , social networking, etc. WSJ. com target audience matches the target audience of Careerbuilder.com, which gives the perfect opportunity to advertise. 6

8 Geographic Coverage: We will obtain national coverage by advertising on television vehicles such as: NBC Rationale: This network will help us reach our audience on a national level. NBC is one of the top five rated, and shares a similar audience to our target market. By advertising on this vehicles, we will reach out to our target across the country. We will obtain national coverage by advertising in magazines such as: GQ, Business Week, Self, and PINK Rationale: These vehicles allow us to reach our target audience on the national level. These four magazines reach out to the business savvy professionals who are currently working in the industry, our target audience. GQ and Business Week are both top ranked magazines. PINK and Self help open the door to the female business professional. Pattern of Scheduling: We will maintain a pulsing strategy for our magazine advertising campaign, this will help saturate our market with consistent advertising to help us meet our reach. Rationale: For our magazine ad s we will focus on pulsing strategy. This strategy will allow us the opportunity to do heavy advertising in January and February during our promotion and have a presence the rest of the year. We will maintain a continual strategy for our online advertising campaign, this will help saturate our target with online usage. Advertisements will be placed on Yahoo.com, Google.com, WSJ.com, NBC.com, Monster.com, and Hulu.com Rationale: We will advertise online continually throughout the year. The strategy will allow us to have a continuous presence on the Internet and with our audience. We will maintain a flighting campaign for our advertising throughout our television ads. We will advertise on NBC. Rationale: This vehicle allows us to reach our target on the national level. By using a flighting strategy, it allows us the opportunity to do heavy advertising in all the television in January and February. 7

9 Media Strategies Reach/Frequency: We will obtain our reach on television through the national televised network NBC. Rationale: This vehicle will allow us to reach a great number of our target audience, with a frequency of 3. We will obtain our reach and frequency through magazine advertisements in vehicles such as: GQ, Self, Business Week and PINK. Rationale: These magazines will allow us to reach our target on the national level. While all four of these magazines reach the target audience, the readership on all four is 500,000+ with a RPC of 3. These statistics help us better understand the reach and frequency that will be accomplished when advertising in these magazines. Creative Implications: We will obtain creative implications through advertising on Web sites; Yahoo.com, Google.com, WSJ.com, NBC.com, Monster.com, and Hulu.com Rationale: We will advertise online to encourage and increase in visits to CareerBuilder.com. With the help of online advertising, we are given the opportunity to do direct links with advertisements. 8

10 Media Strategies Promotion Support: We will obtain promotional support for our contest on television by advertising on NBC with heavy advertising on Thursday night s The Office. Rationale: We will advertise during primetime on NBC. This time slot will allow us to reach our audience who tune in on a weekly basis to watch The Office. The Office is one of the Top 10 shows, and in the primetime line up on Thursday night television. We will obtain promotional support for our contest on the Internet by advertising on NBC.com and Yahoo.com. We will advertise on NBC.com on the main page and on sub-pages for The Office. We will also advertise during episodes online Rationale: By advertising online we will gain usage from Yahoo users and NBC.com users. We will also increase reach through online television advertisements. 9

11 Media Tactics Cable TV NBC 30-second spot Primetime Suggested programming: The Office TBS 30-second spot Early fringe Suggested programming: The Office Internet NBC.com Rich media Hulu.com Rich media Monster.com Banners Magazine GQ 4 Color, Full-Page Ad with bleed ROP Business Week 4 Color, Full-Page Ad with bleed ROP 7 full-page ads with bleed - Every available week up to days before promotion 4 half-page ads with bleed - Twice a month, every other week, for two months 9 third-page ads with no bleed - Once every three weeks for 8 months Self 4 Color, Full-Page Ad with bleed ROP PINK 4 Color, Full-Page Ad with bleed 3rd Cover Yahoo.com Search words Banners WSJ.com Banners Google.com Search words 10

12 Media Scheduling & Cost 11

13 Media Scheduling & Cost 12

14 Media Scheduling & Cost 13

15 Plan Performance Plan Performance medium weeks of adv. GRPs net reach avg. freq estimated cost Network TV $11,153,600 Magazine $822,580 Internet $8,469,630 Total 4 1, $20,445,810 14

16 Situational Analysis Marketing Goals Meida Objectives Media Strategies Media Tactics Media Scheduling and Cost Media Performance Appendix

17

18

19

20

21

22

23

24

25