CARLY FIORINA COMPREHENSIVE MEDIA PLAN 2016 PRESIDENTIAL CANDIDATE 2016 IOWA CAUCUSES

Transcription

1 CARLY FIORINA 2016 PRESIDENTIAL CANDIDATE COMPREHENSIVE MEDIA PLAN 2016 IOWA CAUCUSES

2 MEDIA PLAN SUMMARY BRAND OVERVIEW GOAL Continue to gain support from the public and rise in the polls. OBJECTIVE Rank as the lead Republican candidate in the 2016 Iowa Caucus. STRATEGY Leverage Fiorina s technology background and commonality with to women by concentrating advertising efforts to online spots that will encourage younger women to share content with friends and family and make plans to attend the caucus. REACH FREQUENCY TIME - JANUARY MEDIUM - DIGITAL DEMOGRAPHIC - WOMEN GEOGRAPHIC - DES MOINES DMA CPP - $112 VEHICLES - 6 ONLINE CPM - $ OVERALL COST This media plan will utilize $149,999 of the $150,000 budget for the month of January. OPTIMUM BENEFIT BRAND DESCRIPTION Carly Fiorina is a business executive and Republican candidate in the 2016 presidential election. Since she left HP in 2005, she has served on many organizational boards and kept involved in politics through advising John McCain in his run for president in 2008 and running for senate herself in Carly is the only Republican woman in the running for president in the evolving list of currently 15 Republican candidates in the 2016 election. Her views are traditionally conservative and she has popularly stated that women aren t a special interest group they are the majority. In the first round of GOP debates on August 6, she did not make the cut to stand alongside the top ten candidates in the prime-time debates, but she did make the September prime-time round and since August, she has been climbing the polls and now sits 3rd for the Republican Nomination. COMPETITION Fiorina has been focusing her main competition on Democratic candidate Hillary Clinton, who currently has a BDI of 122 in Iowa. Fiorina regularly criticizes Clinton for her history of being a professional politician, as opposed to a problem solver, making the Republican s case for a non-gender bias criticism of the only other female candidate. Fiorina has a much lower BDI of 33 in Iowa, due to the sheer number of Republican candidates. PROGRESS Using this plan, you will be able ot reach almost 75% of your target audience in a unique and engaging way.

3 FIORINA 2016 FIORINA 2016 TARGET AUDIENCE TARGET CONTINUED 2016 IOWA CAUCUSES According to a published study on the Republican Caucuses, it is confirmed that caucus goers do accurately represent other non-caucus going Republicans. Being successful in the Caucuses can prove very beneficial to candidates and help create trust with the rest of the nation. These early state votes do have important influence in the nomination process. REACH & FREQUENCY With a reach of 73.8, you will be giving almost ¾ of your target the chance to see an ad in this campaign. With the given medium, online, you can be more confident that the audience will actually be seeing these ads, as users of online are almost always focusing on their mobile or desktop screens, as opposed to television where many viewers turn to their phones and computers during commercials. DEMOGRAPHIC The demographic target for this campaign is women This was decided because of the target s heavy usage of the Internet, their relation to Fiorina as females, and to run with Carly s recent message towards women being the majority, but not a special interest group. i GEOGRAPHIC For this campaign, we will use the Des Moines DMA to reach highest number of people, exposing the campaign to over 35% of women and 33% of registered Republicans. TIMING All the ads for this campaign will run in the month of January, just before the Caucus on February 1. This time of the year will be perfect for Fiorina, as she has been continuing to gain momentum in the polls and this final push will give the audience a reminder of her campaign. Coupled with the reminder, there will be event invitations going out for Caucus related events, giving the audience enough time to plan accordingly, but not too long that they will forget about it. This specific age group is the optimal group for digital marketing, as they report the highest rates of heavy Internet usage.

4 SINGLE MEDIUM MEDIA VEHICLES ONLINE Because of Carly s strong background in technology, we are going to use this to leverage her campaign towards the younger women audience. Fiorina has authority in the industry, so her efforts via online should be well recieved. SPECIFIC VEHICLES General Sites/Ad Networks, Targeted Sites/Ad Networks, Video Networks, Publisher Video Sites, Social and Mobile. TIMING All the ads for this campaign will run in the month of January, just before the Caucus on February 1. This time of the year will be perfect for Fiorina, as she has been continuing to gain momentum in the polls. There will be event invitations going out for Caucus related events, giving the audience enough time to plan accordingly, but not too long that they will forget about it. COST REACH & FREQUENCY Throughout this campaign, an individual in your target will see an ad from your campaign 18 times on average. Fiorina will be delivering a unique targeted message using interactive media to engage viewers and get them to commit to attend the caucus, often times delivering her message to consumers on their mobile devices during the exact same time her competitors spots are running on television. By utilizing websites that are popular with the target and social networks, viewers will not only be able to view the ads, but easily share them and connect with their friends and family. Also, social media will allow the campaign to create shareable and RSVP based events that can highlight Fiorina support meet ups and Caucus going groups. This campaign will not only take advantage of the viewers tendency to disregard commercials, but it will reach and engage them at the exact time they are ignoring the competitors messages on the TV.

5 OVERALL IMPACT INDUSTRY TERMINOLOGY ALLOCATION OF THE BUDGET IMPRESSIONS - the total number of unique people who have had the opportunity to see the ad, this eliminated duplication MEDIUM - a single form of mass communication, such as television or MEDIA - VEHICLE - the plural of medium, such as including television, radio and print a specific channel within a medium through which a message is being delivered, for example social media is a vehicle within online CPP, COST PER POINT - this represents the cost needed to achieve one rating point through a particular vehicle CMP, COST PER THOUSAND - this represents the cost to reach 1,000 people by a certain vehicle DMA, DESIGNATED MARKET AREA- segments of an area clumped together for mass marketing INDEX - a comparison of two proportions multiplied by 100, an even and average index rate is 100 BDI, BRAND DEVELOPMENT INDEX - CDI, CATEGORY DEVELOPMENT INDEX - OSTROW MODEL - relates % of a brand s sales in a market to the % of the population but relates % of category s sales in a market a model used to adjust proper frequencies in marketing campaigns