Dream Media Bringing you closer Anushka, Georgia, Li Shan, Clara, Farisia
Universal Studios in Singapore (USS) is the first from its franchise to launch in Southeast Asia. Ranked the number 1 amusement park in Asia by TripAdvisor. USS offers thrilling rides over 7 different themes.
The RIDE!!! The Battlestar Gallatica was primarily shut down due to the safety concerns. However after careful measures undertaken, we plan on proposing media strategies which will attract visitors and highlight the safety precautions USS has taken to ensure consumer wellbeing.
Target Audience: Demographic Age 15-34 Total population size: 1,068,678 Primary target: 15-25 Secondary target: 26-34
Psychographics Increase usage of smartphones 44% of the survey respondents spend more than 6 hours on the internet Millennials spend 3.4 hours a day on mobile phones (social media, watching videos, online shopping) Socially active 48% of the survey respondents engage in social activities twice a week Trend savvy, research and reviews blogs before purchasing
Marketing Objectives: 75% Brand awareness 45% Annual Revenue Safety Awareness Advertising Objectives: Awareness & interest Positive perception on safety Generate purchase intention
Media Plan Objectives: Reach 75% Total Exposure 80% 3 Hit Theory
Creative
Creative Subtle reinforcement message on the safety of the ride
Media Categories
Media Categories Below the line Internet Above the line Television Newspapers Magazines Spotify Out of home
Ads on TV: 67% Ads in magazines: 62% Ads in newspaper: 62% Outdoor advertising: 60%
Broadcast Media: FTA
Broadcast Media: FTA Duration: October 2017, 4 Weeks 9PM Blockbuster on Channel 8 (2 spot) Popular among a wide target audience 9PM News 5 on Channel 5 (1 spot) Targets the working adults Total Costs: S$19,800 Breakdown: S$500 x 3 x 10% = S$1,650/spot
Broadcast Media (Channel 8) Audience Size: 216,240 TARPS: 20.2 TCPM: S$3.09
Broadcast Media (Channel 5) Audience Size: 570,963 TARPS: 53.4 TCPM: S$1.54
Broadcast Media: Spotify
Broadcast Media: Spotify Duration: August October 1 out of 4 youths uses Spotify 63% of Singaporeans (age 15 34) stream music Total Costs: S$10,000
Print Media Newspaper : Today Print Media: Newspapers
Print Media 2 inserts per month (HPFC) Total cost: $53,952 RPC: 1.88 Duration: August - October 23% of those age 15 29 years old read local digital news on mobile devices Newspaper remains Singaporeans main choice of news
Print Media: Magazines
Print Media: Cleo Magazine August & September Cleo 2 spots (HPFC) Lifestyle section RPC = 1.90 CPM: $26.24 S$2,650 Roadmap for young women
Magazine: 8 Days September 4 weekly insertion spot (HPFC) Lifestyle section RPC : 1.61 CPM: $S14.88 S$7,200
Internet: Social Media
Internet Media
Instagram 15 seconds commercial In-stream Advertising August to October (12 weeks) TCPM S$ 4.21 Adspend SGD S$4,500 300,000 views Aug Sep Oct Time
Facebook Boost post engagement August to October (12 weeks) TCPM: $S7.74 Adspend SGD $8,280 S$90 per day Aug Sep Oct Time 1.38 million views
YouTube Advertising 15 seconds commercial In-stream Advertising August to October (12 weeks) TARPS: 97.2% TCPM: S$4.86 Adspend SGD S$5,200 1.04 million views Aug Sep Oct Time
Social Influencer: Advertorial 4 blog editorials August : 1 post September : 2 posts October: 1 post TCPM: S$6.91 S$8,000 840,070 readers (18-34)
OOH: Transit Ads
OOH: Transit Ads Duration: September (4weeks) Platform Screen doors Location: Dhoby Ghaut (NEL) Total Costs: S$24,200 Duration: August (first two weeks) iplasma platform television Location: Woodlands (NSL) Tampines (EWL) Total Costs: S$60,000
OOH (Platform creendoors) Total Audience: 137,681 TARPS: 12.88 TCPM: 22.64
OOH (iplasma) Total Audience: 360,266 TARPS: 33.7 TCPM: S$56.14
Out-of-home Advertising (Transit Ad) 50 Wholly Painted Taxi Duration: August - October Widen target audience Great mobility, able to penetrate various locations TARPS: Total Cost: $48,000
Budget & Schedule
Media Appearance Schedule & Budget Augus Week Size Rate Cost Media Vehicles 1 2 3 4 Transit Ad (MRT iplasma) 2 locations (Woodlands & Tampines) 15 secs $25,110 $50,220 Cleo magazine 1 insert HPFC $2,650 $2,650 Today newspaper 1 insertion per week HPFC $8,992 per insertion $17,984 Spotify Audio ad between songs 15 sec $10,000 $10,000 Influencers 2 Influencers, blog post - $2,250 $5,500 - Weekly $16,000 Taxi 50 wholly painted taxis rate: $80 per taxi Social media YouTube, Facebook, Instagram - - $7,360 Total: $109,714 $109,714 out of $290,262
September Week Size Rate Cost Media Vehicles 1 2 3 4 Cleo 1 insert HPFC $2,650 $2,650 8 Days magazine 1 insert per week HPFC $1,800 $7,200 Today newspaper 1 insertion per week HPFC $8,992 per insertion $17,984 FTA (Ch 5,8) Transit Ads (Screen doors) Taxi 1 spots per channel, during primetime 96 MRT Screen Doors (Dhoby Ghaut) 50 wholly painted taxis 15 secs $2,970 per week $2,970 - $40,000 $40,000 - Weekly rate: $80 per taxi $16,000 Social media YouTube, Facebook, Instagram - - $11,260 Total: $98,064 $98,064 out of $$290,262
October Week Size Rate Cost Media Vehicles 1 2 3 4 Influencers 2 Influencers, blog post - $2,250 $5,500 Today newspaper 1 insertion per week HPFC $8,992 per insertion $17,984 FTA (Ch 5,8) 3 spots per channel, per week during 15secs $8,910 per $35,640 primetime week - Weekly $16,000 Taxi 50 wholly painted taxis rate: $80 per taxi Social media YouTube, Facebook, Instagram - - $7,360 Total: $82,484 $82,484 out of $290,262
Measurement & Evaluation Media Objectives To reach 75% of the target audience within 12 weeks. Evaluation Method At the end of the 12 weeks, a test in the form of a survey will be organized to determine: In the past 3 months, have they been to Universal Studios? In the past 3 months, have they been on the Battlestar Galactica ride? To increase the customer database by 15% of the target audience within 12 weeks. At the end of the 12 weeks: Compare and track sales Compare and track the website's traffic This can assisted through cookies to identify visits
Measurement & Evaluation Media Objectives To achieve at least 80% of the target market who have been exposed at least 3 times to the communication effort within 2 weeks. Evaluation Method At the end of the 12 weeks, a test in the form of a survey will be organized to determine: In the past 3 months, have they been to Universal Studios? In the past 3 months, have they been on the Battlestar Galactica ride? How did they find out about the ride? Where have they seen the advertisements for the Battlestar Galactica ride? How often have they seen the advertisements?
Conclusion Our media recommendations will aid Universal Studios to attract local Singapore residents and achieve the planned objectives Through the media budget of $300,000, the channels and vehicles chosen are positioned well to efficiently communicate with their target audience
Thank you