Media Strategy and Plan JZJ Agency Client: Australia Zoo JZJ Agency presenter: Jina Kim, Jenny Chan and Zuyi Zhang Date: 22 October 2015 Tutor Name: Hannah Rowe Media Brief Recap Campaign Marketing objective Communication Objectives Timing Australia Zoo and September 2015 school holiday Drive sales over the holiday period Awareness of the program of events on at the park during the school holidays September School Holidays theme: The Great Australia Zoo Mystery. Australia Zoo is the perfect location to be able to host hunt style activities given their size and layout. This is major of difference to other places. September School Holiday Period Sun 13.09.15 Sunday 03.10.15 Target audience Families with Pre-teens School-aged children Markets SEQ: Sunshine Coast, Brisbane and Gold Coast Budget $200,000 Other considerations All creative options are available 1
Demographics 19% 18% Parents with children 6-8 years Married Employed full time Sometime Grocery buyers 27% 36% Psychographics Busy Life Watch TV Difficult to switch off work Responsibility in the job 2
Media Consumption 120.00% 100.00% 120 100 64.8% of audience have been to cinema in last 4 weeks 80.00% 80 60.00% 60 v% 89.7% read magazine ix 40.00% 40 20.00% 20 97% of audience read newspaper in last 7 days 0.00% Newspaper Magazine FTA TV Radio Internet Cinema Outdoor Advertising 0 Internet = Facebook, Twitter and YouTube 75% of audience listen to radio 88.4% of audience watched FTA TV in the last 7 days Number of target audience seen outdoor advertising of 60.5% Key Insights The Australia Zoo insight is to bring the family together and to have a special memories time together with a family. 3
Media Objective Reaching 60% of family with pre-teen school-aged children at least twice over a month through flighting schedule by $200,000 budget Media Strategy 4
QR code Access information quickly and immediately Expand promotional reach Integrate more than one medium Increase participation or consumers (Allegra, 2011 ) Activities Provide a great physical experience Increase people to spend time with family, friends or colleges. (Conceptis Puzzles, 2013; Shofali, 2015; Robinson, Smith & Segal, 2015 ) 5
Media Channels Options Television FTA TV = 88.4% Channel 9 (QTQ 9) has the most station shares according to Roy Morgan data Use the medium commercial TV (2-<3 per day) = 29% at home Creativity and impact, coverage and costeffectiveness, captivity and attention Costs and lack of selectivity 6
Radio 75% listen to radio of families with pre-teen schoolaged 7.5% listen to 97.3 Medium commercial radio (1-<3 hrs per day) during drive time Cost and efficiency and selectivity for radio creative limitations and limited listener attention Newspapers 97% of audience read the newspaper 52% of using light newspaper Geographic selectivity reader involvement and acceptance Reproduction quality Lack of selectivity and decline circulations 7
Digital According to Roy Morgan, 71% use the internet in last days Social network is 42.5% and stream video is 32.6% Medium internet (>9-24 hours a week) =24.6% Social media Facebook or Twitter Stream video - YouTube Media Schedule 13 September 3 October QTQ 9 $122845.2 FM 97.3 (21.9-3.10) $21360 Courier Mail (28.9-2.10) $22568.04 Internet Facebook $6000 Internet Twitter $6000 Internet Online Video $16000 8
Budget for TV ad Reach 60% Frequency 2+ Budget for Radio ad FM 97.3 W25-54 Monday-Friday $534 -Light campaign: 20 spots per week -20 spots*$534*2weeks=$21360 Budget for Courier-Mail PRICE (MON-FRI) GST TOTAL Full Page (12*6) $20516.40 $2051.64 $22568.04 -$22568.04*1 week=$22568.04 Budget for digital CPM Facebook $15 Twitter $15 YouTube $40 400000 impression*($15+$15+$40) 1000=$28000 9
Budget Media Investment % of Investment ($200000) Television-QTQ 9 $122845.2 61.42% Radio-97.3 $21360 10.68% Newspaper-Courier Mail $22568.04 11.28% Digital-Internet $28000 14.0% Totally $194773.2 97.39% Summary Target audience Family with pre-teen school-aged children Objective Reach the 60% target audience at least twice over a month through flighting schedule by $200000 Consumer insight The Australia Zoo insight is to bring the family together and to have a special memories time together with a family. Media strategy QR code Activities such as showing pictures or word puzzles Media option TV ad at QTQ9 Radio ad at FM97.3 Newspaper-Courier Mail Digital-internet (Facebook, Twitter and YouTube). Budget This campaign uses 97.39% of $200000. 10