AMB339: ADVERTISING CAMPAIGN Media Strategy Report Name: Jenny Chan Student number: n8738254 Due Date: 13 October 2016
Table of Contents Introduction... 1 Exploration of Media Channels... 1 Online... 1 Outdoor advertising... 2 Magazine... 2 Media Objectives and Strategy... 3 Media Objectives... 3 Media Strategy... 4 Media Evaluation Plan... 4 Media Schedule and Budget... 5 Media Budget... 5 Media Schedule... 6 Reference... 7 Appendix 1 Online budget... 8 Appendix 2 Elevator budget... 8
Introduction Simplicite is an organic, medicinal grade, plant extract based products. Simplicite Company in Brisbane make their own extracts sourced to make the best quality ingredients which Simplicite has being selling the products for almost 30 years. The limitation is of this products does not have much research based on Simplicite brand and most of the audiences does not know the brand and products of Simplicite. The media strategy report will be cover on the exploration of media channels, media objectives and strategy and media schedule and budget. My media partner, Zuyi will be covering on the SWOT and competitive media evaluation, media research and definition (target audience) and digital media consideration. Exploration of Media Channels The research from Roy Morgan imperatives to support the media options based on the target audience data. From the media imperative the media options suitable for the target audiences on the young women are online and elevator ads. The outdoor advertising and magazines will be using those media channels the next campaign in the future. Online Online media contains a range of interactive by using social media and online websites which containing brand content and products information of Simplicite brand. 99.5% of young women use the internet to surf the web includes social media in last 7 days (Roy Morgan, 2016). The social media advantages are large audience and interact with consumers (Brookins, 2016a). The disadvantages are time investment and negative feedback (Brookins, 2016b). With the social media platforms uses to reach the target audience are Facebook, Instagram and YouTube pre ads to share and recommended the information on Simplicite brands. The Simplicite on social media is to connect and interactive with their large audiences (Hanna, Rohm & Crittenden) which it is easy to access by their like or follow on their social media page (Brookins, 2016a). Since social media can increase the large audience with Simplicite page, therefore the audiences are loyal to the brand and the consumer can share the post from the Simplicite page to share with their friends or family about the brand. Also that social media can communicate with the audiences by posting the message on Simplicite page. The problem with social media is the consumers who had bad experience with the brand which it can ruin Simplicite brand reputation and the audiences can share their experience with their own update post and also another bad reputation on the brand is that the Simplicite page post the information, ideas and tips engage with the audiences and leaving messages on their updated post and the Simplicite brand is not responding to the audience. The online website advantages are cost efficiency and captive audience (Ingram,2016). The disadvantages are customer ignore ads and consumers get distracted (Brookins, 2016c). 1
The online website is to advertise on the Simplicite brand which it is cost efficiency by using banner and links to take over the home page website by allowing the Simplicite brand to reach the target audiences with Simplicite brand to see the advertising message. The online website will be using Pedestrian TV and Buzzfeed to advertise on their website to reach the audiences. The disadvantage for online website is that most audiences can get distracted by not looking at the ads on the website and it can ignore the ads. The online website is to advertise by reaching the target audiences to pull their attention with online advertising message. Outdoor advertising The advantages are wide coverage of local market, geographic flexbilibity and creativity. The disadvantages are waste coverage, wearout and limited message capabilities (Blech, Blech, Kerr & Powell 2014). The outdoor advertising will be use in the campaign in the future and the outdoor advertising is the effective way to reach the target audience on young women to attract their attention (Billboard Australia, n.d). The media imperatives from figure 1 is that 78.1% of young women seen outdoor advertising in the past 7 days. The outdoor advertising can be advertised in many ways to reach the target audience attention on the brand in the different area. The elevator ads will be advertises in the main office building are Commonwealth Bank and Suncorp Bank to reach the audience with their brand awareness to reach many young women. For the elevator ads is that the idea in the campaign, when the audiences taking an elevator and the elevator open the door. The inside of elevator ads is to have the picture landscape of different plants or flower what they use the ingredients for inside Simplicite product brand. The inside the elevator is to have used the scent from the Simplicite product and there is a basket fill with flowers inside the elevator which it is the Simplicite skincare sample giveaway for the audiences to try the brand. According to the Roy Morgan (2016) is the suitable area to reach young women with Simplicite brand is the public transport include bus shelter and train platforms. The 32.2% of young women seeing ads on the bus shelter will be using is King George Square to advertise and reach the target audiences and 20.7% of young women seeing ads on the train platforms will be Central platforms to advertise for Simplicite brand to reach the audience in the future campaign. There is a disadvantages of outdoor advertising can be very waste coverage which it is very limited to reach the audience which the exposure will be limited short message to the audiences. Therefore, the outdoor advertising is not appeal to the young women effective with fewer messages to the young women audience most likely get tired to see the same Simplicite ad every day. Magazine The advantages are selectivity and creativity flexibility. The disadvantages are cost and limited reach and frequency (Blech, Blech, Kerr & Powell 2014). The wide variety to make magazines design is to appealing to the target audience of young women (Blech, Blech, Kerr & Powell, 2014). With most magazines is to reach the young women, according to the Roy Morgan from media imperative in figure is that 63.4% of young women read magazines and 4.7% read Vogue Australia magazine. Most of the magazines are based on young women is interest and advertise Simplicite brand (Blech et al, 2014). With magazines is to build their Simplicite brand 2
to advertise with high demographic and geographic to reach young women. The Vogue Australia magazine will be using it in the future campaign to reach more audiences to observe on the audiences demographics. The disadvantage for the magazines is not generally effectiveness to reach the young women than any other media to advertise Simplicite brand. Also with the magazines to advertise Simplicite brand using the same ads with different issues which it won t be an efficient way to reach the audiences to build frequency which it can be expensive to advertise large mass-circulation magazine to reach more audiences. Figure 1: Media Imperatives based on the target audience Media Imperatives 120.00% 100.00% 80.00% 60.00% 40.00% 20.00% 0.00% 140 120 100 80 60 40 20 0 v% ix Media channels Media Objectives and Strategy Media Objectives Media objectives: reach 60% of young women 20-30 at least two times across four months (1/9/17-27/1/18) through seasonal schedule. The purpose of Simplicite s campaign is to increase brand awareness and brand among the target audience; also to improve on brand identity and engagement to increase online sales and increase the social media presence. For this advertising campaign the primary target audience is young women aged of 20-30. Simplicite has the opportunity to target the audience and increase the strength of their brand. 3
High frequency activity to target the relevant audience is recommend for this advertising campaign to approach in this campaign are the combination of effective frequency and recency towards the audiences as their awareness throughout their path to purchase. The seasonal frequency advertising schedule is needed in this advertising campaign for Simplicite to experience demand throughout the year. Within the four months advertising period the media schedule will lead up to Spring, Christmas and New Year season. This gives the target audience the opportunity to view relevant Simplicite products more frequently during campaign period. Media Strategy The summarised key consumer insight is Samantha is more conscious about what she puts into her body and growing more conscious what she outs on the outside. She wants simplicity, clarity and confidence in her skin care and yearns for results. The media strategy of this advertising campaign is aiming on young women is looking for quality, natural skincare in order to educate them about the Simplicite brand to feel with their confidence. This strategy is to seek design a campaign based on the young women is to feel within the Simplicite brand is to implement to have fresh, blemished and nourish outs on the outside to achieve their motivation. The first strategy is to use hashtags on the social media as the media strategy to reach the audience and the message to the audiences. The hashtags on social media is the useful information is spread with the online searches (Tan, 2016). According to Tan (2016) hashtags helps to gain reach on the brand to increasing exposure and helping people to find the brand. With the hashtags it can communicate with the audiences across different social media platforms includes Facebook and Instagram with the same hashtags which it is more effectively and productively (Tan, 2016). Since the hashtags is the great opportunity to trend hashtags based on the Simplicite brand to helps to promote with their Simplicite brand which it is relevant to the audiences can see it when they on social media (Patterson, 2014). With the Hashtags on social media can search on the Simplicite brand with using search on the social media and can see of how many audiences use and buy the brand with many audiences can share with friends and families. Media Evaluation Plan The media evaluation plan is the effectiveness of a strategy with all the media channels to measure the advertising campaign is released. This is the opportunity for Simplicite to gain the brand awareness to spread the effectiveness within four months campaign period. To analyse on the online website advertising is mostly use on social media can be lend itself to measure and evaluate through weekly page updates and to observe the post reach based on the brand. YouTube can measure to observe since YouTube has built-in Analytics to observe of how many audience see the ads, also see the ads is viewed and how many click the ads get after the advertising campaign. With online website can be measure and evaluated to observe of how many audiences visited the website. This campaign for elevator advertising is to measure the geographic coverage and observe based on the main office building in the Brisbane city area to determine the effectiveness before and after the campaign reach to the audiences habits and response to the advertisement on Simplicite brand. 4
An overall with this campaign evaluation analysis with all the media channels, Simplicite can modify with the media to maximise the efficiency and reduce media wastage. Media Schedule and Budget Media Budget The online website wants to achieve 688,200 impressions and according to the Roy Morgan (2016) is 44.6% of young women use the internet in the afternoon and 47.1% use it after dinner on weekdays. 39.4% use the internet in the afternoon and 42.1% use after dinner on the weekend. Therefore, social media will be targeting in the three locations are Brisbane, Sydney and Melbourne to target more audiences. In the appendix 1 online budget, it shows the working out for each online website. The cost for Facebook is $1,514.05, YouTube cost is $1,376.40 and Instagram costs is $ 4,528.35. In the media schedule for social media is that the duration for the Simplicite Campaign is started on 1 September 2017 to 27 January 2018. The two websites using are Buzzfeed and Pedestrian TV for online website to reach the audience to advertise on the brand. In the appendix 1 of online budget section show the working out the cost from September to January. The cost for a website is $37,851 for per channels. In the media schedule, the duration for online website is 1 September 2017 to 27 January 2018. The elevators ads will location will be in the Brisbane city in the main office building. The main office building will be advertised in the Commonwealth Bank and Suncorp. The duration for the elevator ads is in September and October and the cost is $63,000 and the costs in December and January is $63,000 refer in the media schedule part. In the appendix 2 elevator budget section is refer to the how much the elevator ads and how many building and the cost of each building. 5
Media Schedule $1,514.05 $4,528.35 $1,376.40 $75,702.00 $126,000.00 6
Reference Bateman, S., (2016). Online Advertising Rates: Tips and Guidelines. Retrieved from http://www.promisemedia.com/online-advertising/online-rate-card-tips-and-guidelines Billboards Australia., (n.d). why Outdoor Advertising. Retrieved from http://www.billboardsaustralia.com.au/why--outdoor/why-outdoor Blech, G.E., Blech, M.A., Kerr, G., & Powell, I. (2014). Advertising: An Integrated Marketing Communication Perspective. (3 rd Ed). North Ryde, NSW: McGraw-Hill Education Brookins, M., (2016a). The Advantages of Using Social Media Marketing. Retreieved from http://smallbusiness.chron.com/advantages-using-social-media-marketing-18593.html Brookins, M., (2016b). Disadvantages of Advertising with Social Media. Retrieved from http://smallbusiness.chron.com/disadvantages-advertising-social-media-18746.html Brookins, M., (2016c). Disadvantages of Online Advertising Options. Retrieved from http://smallbusiness.chron.com/disadvantages-online-advertising-options-10212.html Hanna, R., Rohm, A & Crittenden, V.L., (2011). We re all connected: The power of the social media ecosystem. Business Horizons 54(3), 265-273 Hi-Rise Communication., (2006). 5 x 7 Ads. Retrieved from http://www.elevatorads.com/prices.html Ingram, D., (2016). The advantages of Advertising on the Internet. Retrieved from http://smallbusiness.chron.com/advantages-advertising-internet-4028.html Giustino, N., (2015). How Much Do Ads on Instagram Cost? Retrieved from http://www.pennapowers.com/how-much-do-ads-on-instagram-cost/ Patteron, M., (2014). How to Use Hashtags on Every Social Media Network. Retrieved from http://sproutsocial.com/insights/how-to-use-hashtags/ Roy Morgan., (n.d). Roy Morgan Single Source Australia: Apr 2011 Mar 2016 Tan, L., (2016). 10 Useful Hashtag Tools for Social Media Marketing. Retrieved from http://www.hongkiat.com/blog/hashtag-tools-for-marketing/ YouTube, (n.d). How do I measure the results? Retrieved from https://www.youtube.com/yt/advertise/ 7
Appendix 1 Online budget The total impression is for online website is 1,147,000 0.60 = 688,200 The cost for Facebook is 688,200 1000 = 688.2 2.2 = $1,514.05 The cost for Instagram is 688,200 1000 = 688.2 6.58 = $4,528.35 The cost for YouTube is 688,200 1000 = 688.2 2 = 1,376.40 The online website to take over the homepage is Buzzfeed and Pedestrian TV website 688,200 1000 = 688.2 55 = $37,851 Since the media channels of the website is $ each and the three channels is 37,851 2 = $75,702 The total cost for online website is 1,514.05 + 4,528.35 + 1,376.40 + 75,702 = $83,120.80 Appendix 2 Elevator budget The elevators ads to work it out are 5x7 by the number of locations. The following rates are per month. No. of Buildings Cost per building 1-9 10-19 20-29 30-49 50-99 100+ 300+ $30 $25 $20 $18 $15 $13 $10 The cost of elevator is to advertise during September and October is 5 7=35 30 30 2=$63,000 The cost of elevator is to advertise during December and January is 5 7=35 30 30 2=$63,000 The total cost for the elevator ads is $63,000 2=$126,000 8