Media Plan Project

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Simone` Page

April 13, 2016

Intro to Advertising

Understanding REI and its Running Customers

arget Segmentation Summar!

● Target’s Psychographic Summary

○ Enjoys inspiring others

○ Enjoys working to raise money for charitable purposes

○ Enjoys traveling

○ Wants to stay in shape

○ Enjoys running

○ Runs half marathons

● Target’s Demographic Summary

○ en!er" #emale

○ $arital Status" $arrie!

○ %ge Range" &' to ((

○ )) *ncome" +,'-.../0 Target’s eographic Summart1 Washington- D2321 San Diego- 3%1 Salt 4ake 3ity- 5T

Client "es#ription

● Compan! overvie$

Recreational E6uipment- *nc2 7RE*8 is a cooperative that offers 6uality out!oor

gear2 %ccor!ing to the RE* website- 4loy! an! $ary %n!erson enjoye! climbing an!

create! the company in 9:;< to share their e=perience with others- through out!oor gear

73areers82 The basis behin! creating the cooperative was because there was lack of stores

supplying customers with options to rent recreational gear 73areers82 RE* is a consumer

cooperative which means that it was create! for the benefit of the in!ivi!uals that utili>e

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its services 7%bout RE*82 RE* takes what its customers want an! uses their wants as the

basis of how it chooses to run the company2 *t has also been name! the largest specialty

out!oor cooperative retailer 73areers82

The hea!6uarters of RE* is locate! in ?ent- Washington- near Seattle 7RE*

employees82 RE* has 9;. plus retail stores nationwi!e 73areers82 @ot only can customers

shop in store but the cooperative offers two online store services" rei2com an! RE*A

B5T4ET2com an! an RE* mobile application 7RE* Bverview82 #or those who prefer to

utili>e the telephone an! mail service- RE* offers options for those customers too 7RE*

Bverview82

*n regar!s to stewar!ship- RE* has taken an incre!ible amount of steps to help

create a better environment for the current generation an! the generations to come2 This

focus on environment safe practices allows the cooperative to participate in acts such as

recycling- minimi>ing- waste packaging- an! green buil!ing practices2 The cooperative

also is active in volunteer projects such asC cleaning beaches- buil!ing trails- an! restoring

local habitats 7RE* Bverview82 RE* releases an annual stewar!ship report to showcase the

action it takes to better the environment an! its cooperative practices2 *n the &.9( report it

!iscusses how they not only want to respect the environment but also its workers2 The

company believes that everyone shoul! have the opportunity to enjoy the great out!oors

but also be able to work in a safe an! fair environment 7Stewar!ship Report82 RE* utili>es

other bran!s for its services an! re6uires those bran!s to follow its #actory 3o!e of

3on!uct2 *n &.9( it also up!ate! its #actory 3o!e of 3on!uct an! traine! 9; of its largest

suppliers to support the up!ate! version 7Stewar!ship Report82 RE* also monetarily gives

back to the environment by !onating a section of its operating profits for the restoration

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an! involvement in out!oor recreation 7RE* Bverview82 RE* partakes in many more

practices to ensure it !istributes the best to its customers while helping the environment

an! encouraging workers2

Speaking of encouraging workers- RE* was ranke! number & on the 2016

Fortune 100 Best Companies to Work for list2 RE* has more than 9&-... !e!icate!

employees who allowe! them to achieve this 9:th

consecutive recognition on the top

employers list2 RE* con!ucte! an anonymous survey that recor!e! : percent of its

employees take pri!e in their association with the cooperative 7RE* Employees8 RE*

takes care of its employees- offering health care benefits to part time workers who work

over &. hours2 This rank is a little over a 6uarter of an increase from the cooperatives

number '< rank in &.9' 7Recreational E6uipment *@382

Recreational E6uipment- *nc2 is a continually growing company- it is the 5nite!

States’ largest cooperative2 *t has been in the news for several accomplishments2 The

cooperative reache! recor! sales in &.9(- pro!ucing an increase of :2: percent from

&.9;2 The +&2& billion increase comes from the :('-... new members as well as

customer purchases of active lifestyle trips an! gear2 RE* is also giving back to its

members by refun!ing them about +9< million2 The cooperative is in a competitive

business an! recovering like others from the recession2 %nother factor in the increase of

sales is the fact that RE* opene! seven new stores in %laska- Tennessee- an! Te=as- to

name a few locations2 There are several other factors that playe! a role in RE*’s recent

sales success such asC RE*’s travel program- RE* %!ventures gaining more business- the

RE* But!oor School classes grew in numbers- an! the cooperative !ebute! its bran!-

RE* 3oABpF which sol! +9 million in merchan!ise in less than &. !ay2 RE* still

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struggles with online retailing but that !oes not seem to stop them from growing in si>e

an! sales 7RE* 3limbs82

● Client %&&erings

RE* is a company that speciali>es in out!oor retail an! offers a wi!e selection of

high 6uality gear an! apparel for recreational purposes but the focus for this research is

on running e6uipment2 *t also speciali>es in programs to better out!oor e=periences2 The

cooperative- as mentione! previously2 Provi!es learning e=periences at its RE* But!oor

School2 The classes range from beginner to a!vance level with professional instructors

an! customers have the opportunity to learn in store an! online 7RE* Bverview82

4earning online with E=pert %!vice is another service RE* has for customers an!

members2 This feature has more than ;'. articles an! howAto vi!eos to help instruct

customers on how to shop- what to shop for- an! skills an! techni6ues on how to use gear

74earn82 $any articles on tops such as running- cycling- an! pa!!ling can be foun! to

help customers 7E=pert %!vice82 RE* also has been offering a!venture travel trips to

inspire in!ivi!uals to enjoy the great out!oors2 The cooperative places members together

to embark on one of 9'. trips across the globe to locations such asC Geli>e- 3osta Rica-

an! *taly2 *t accommo!ates for members who woul! prefer an intense workout or those

who woul! rather enjoy something less vigorous 7Why Travel with RE*82

RE* also offers membership opportunities to customers2 %s a member- in!ivi!uals

have the a!vantage of having access to more features at the cooperative2 *t offers coupons

an! !iscounts to everyone who utili>es its services but gives members special coupons

an! offers year roun!2 The e=clusivity of being a member offers limite! e!ition pro!ucts-

events- an! special pricing on classes an! a!ventures2 Geing a member also has its

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monetary benefits inclu!ing- the opportunity to apply for an RE* $aster3ar! an! getting

a percentage back on eligible purchases which is a part of members RE* annual member

!ivi!en!2 Geing a member cost only +&. an! the benefits begin instantly 7RE*

$embership82

Gecause my target is runners-F * will be focusing on pro!uct that RE* offers to

runners an! for running purposes2 3ategories RE* offers for runners benefits inclu!eC

$en’s an! Women’s running clothes an! shoes- with !eals on both- there is health an!

safety an! electronic gear- others runners accessories- an! apparel an! gear specifically

for triathlon runners2 E=pert a!vice an! classes are also offere! specifically for runners2

$en’s Running 3lothes is a large portion of the run selection of RE*2com2 it

inclu!es si= categories featuring shirts- jackets- vests- pants an! tights- shorts- an! other

accessories2 Running shirts have the most item choices2 RE* offers 9; features for $en’s

Running 3lothes which inclu!e but are not limite! toC 6uick !rying- $a!e in 5S%- an!

reflective2 There are 9, !ifferent bran!s customers can choose from- it carries mostly

Nike apparel2 Shirt style- fabric type- an! sleeve length are also categories customers can

choose from in !eci!ing what piece of clothing best fits them2 The price is reasonable for

any customer ranging from +9.2.. to +(::2::2

The majority of men’s running shoes RE* offers are for trail running- most of the

categories for these types of shoes cater to the nee!s of trail runners2 Brooks is the bran!

the cooperative has the most of2 3ustomer can choose the type of support they want the

shoe to have- for e=ample motion control an! stability2 The categories even go to the

e=tent of having heelAtoAtoe !rop options2 The price of the men’s running shoes selection

ranges from +'.2.. to +9::2::2 the same can be sai! for the Women’s Running Shoes

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selection in regar!s to all the liste! factors above2 #itness running is not something that is

a major category- with only one choice selection in Women’s Running Shoes an! two in

$en’s2

Women’s Running 3lothes has two more categories than the $en’s !oes2 Women

are also given the options of running !resses an! skirts an! sports bras2 Nike is the bran!

with the most items once again an! similar features such as insulate!- moisture wicking-

an! compression are liste! as they were in the $en’s Running clothes2 Pant rise is a

section that the women’s running clothes can call its own2 The price range for the

women’s clothing starts at +9.2.. like the men’s but the price stops at +9::2::2

There is not many )ealth an! Safety pro!ucts for running2 The categories inclu!e

compression leg sleeves- support braces- antiAchafing balm- an! massagers2 #or each

category one to two items coul! be selecte!2 $en’s an! 5nise=F are the only gen!er

types that can be selecte! an! the bran! with the most items is Pro-Tec Athletics2 The

price range for these items fall into the +.2.. to +(:2::2 $ost items coul! be foun! in the

+&.2.. to +(:2:: range2

Runners have a selection of electronics to choose from at the RE*2 3ategories

inclu!e but are not limite! toC monitor accessories- running lights- activity trackers- an!

PS sports watches2 *t is important to runners that these accessories feature capabilities

such asC wireless sync- tracking !istance- an! tracking of calories burne!2 The items at

RE* inclu!e those features an! more2 Nathan- Timex- an! armin are the bran!s that have

the most selections of electronics2 The electronics are pre!ominantly gen!er neutral an!

lightweight2 The price range for these items are +9.2.. to +,(:2::- with most items

falling into the category of +&.2.. to +(:2::2

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The accessories RE* provi!es falls into the electronics an! health an! safety

another category that it a!!s is strollers2 %ll of the strollers are jogging strollers2 Stroller

accessories like win! shiel!s- rain covers- an! sun covers are inclu!e! in this category2

B!B an! Thule are the only bran!s of strollers RE* carries2 *n regar!s to the triathlon

portion of the RunF section of RE*- eight race belts are liste! to assist customers in their

goals of competing in a triathlon2 The belts are in three categoriesC women’s clothing-

men’s clothing- an! race belts2 The only feature is $a!e in 5S%F an! Amphipo" has the

most items to offer2 The price ranges from +9.2.. to +(:2::- with the most items being

liste! in +&.2.. to +(:2::2

REI arget Audien#e' Runners

● Introdu#tion

The appropriate target au!ience woul! be college e!ucate! women between the

ages of &' an! (( that serious half marathoners2 These women have !own time to train

for marathons- as well as fun!s to maintain a serious marathon runner’s lifestyle2 $any

have an image they want to maintain an! also are concerne! with healthy living2

%ccor!ing to &.9' 52S Race Tren!s report there is a 9H female participation in halfA

marathons 7&.9' State of the Sport82 %lthough RE* has a focus on trekking through the

great out!oors an! bettering the environment- * feel as though women marathon runners

have similar goals in their reasons to run2 *n both cases there is an awareness that has a

nee! to be ma!e2 $arathon runners inspire others to overcome or !o better- an! RE*

inspires people to get outsi!e2 Goth feel the nee! to inspire people to take action2

● Ps!#(ograp(i# Elements o& arget Audien#e

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*n my opinion women within the age range of &' an! (( run halfAmarathons for three

reasons- to inspire others- raise money an! awareness for a cause- an! travel2 #or females

the favorite race to run in was the halfAmarathon 7Runner Demographics82 $any of the

women that fall into this target want to inspire those aroun! them2 %t one point they may

have went through a circumstance that they !i! not believe they coul! overcome2

Running a marathon motivates others to overcome obstacles that they may have never

thought they coul! get over 7Ianos- ?aren82 $any college e!ucate! women are

knowle!geable on causes in the community an! aroun! the worl!2 This brings me to my

ne=t reasoning behin! the nee! an! want for women marathoners to run- raising money

an! awareness for a cause2 %ccor!ing to active2com runners set goals for marathons to

help raise money causes an! charity 7Ianos- ?aren82

RE* focuses a lot on traveling an! getting out into the out!oors2 This target

au!ience of halfAmarathon runners also enjoy traveling an! have the means to !o so2

There are many events that allow runners to !o both- run- an! travel there are several sites

such as marathontours2com- funtravel2com- an! ama>ingrunningtours2com that help

in!ivi!uals fin! information on how to run marathons an! enjoy travel2 TravelF was

ranke! number five on runnersworl!2com '& Reasons to Run a $arathon 7Rauschenberg-

Dane82 Running a marathon gives the target au!ience a reason to !o all of the above-

inspire others- raise money an! awareness- an! traveling can make the e=perience even

better2

There is also the major benefit in shape after running a few marathons2 %ccor!ing

to runningguru2com ,'2'H of women runner sai! the motivation to continue to keep

running was to stay in shape 7Runner Demographics82 The main goal of marathoners is

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not for fitness initially- with only &'2;H saying the primary reason was for e=ercise

7Running Demographics82 Running is an easy sport to participate in that can keep

in!ivi!uals in shape but it has many benefits for the community an! for one’s personal

nee! to e=perience the worl!2

● "emograp(i# Elements o& arget Audien#e

%s previously state! the gen!er for this target au!ience is female- the age ranges

between &' an! ((- with an average of age ; 7&.9( Running 5S% %nnual82 The

househol! income for these runners is aroun! or little over +,'-... a year2 $ost of these

women are marrie! 792:H8 with college e!ucation 7,


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%nother important pro!uct that aligns with my target’s interests is the fact that

RE* offers travel opportunities to members2 These a!venture trips allow halfAmarathoners

who have the leisure time an! financial stability to enjoy running an! travel which is one

of their main !esires2 Tracking !istances is important for halfAmarathon runners- RE*

offers an array of !ifferent accessories to help the target au!ience achieve this2 *n or!er to

stay motivate! many of these tracking !evices allow in!ivi!uals to log the information of

their results onto their computers2 This feature can help when half marathoners are raising

money for !istances travele!2

%pparel is another large factor in marathon running2 3omfortability is something

that is necessary because these runs are not e=actly short2 RE* offers chafing prevention

important because it pulls sweat from the skin an! helps it evaporate faster on the outsi!e

of the fabric2 RE* offers 9.& !ifferent items with moisture wicking features 7RE*

Women’s 3lothing82 %ll of these !ifferent features RE* has to offer can help marathoners

comfortably inspire others while running2

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+edia Plan argeted to Rea#( Runners arget Audien#e

Introdu#tion'

The main highlight of my me!ia plan is maga>ines2 The me!ia plan focuses a lot

on maga>ine that help runners train so they can be better prepare! to participate in half

marathons2 * chose one running specific maga>ine because * felt as if it was the only one

that * felt reache! the target au!ience2 The other maga>ines also offere! many amenities

that woul! better represent RE*2 The longevity of maga>ines is what also !rew me to

choose the me!ia vehicle as my priority type an! why * spent the majority of the bu!get

towar!s maga>ines2

*f the me!ia plan was a hierarchy of me!ia vehicles- ra!io was the secon! priority

on the list because of the fact that many runners !o not spen! a lot of time in a vehicle2

Driving to a training location or half marathon event is the main times runners woul! be

in the car !uring this time2 #or these reasons it was not my first priority2 * spent the least

amount of money on oogle %!Wor!s base! on the fact that the cre!ibility of websites is

often 6uestione! because of spam an! viruses2 $aga>ines have a high level of

authenticity an! cre!ibility that !raws au!ience members2

+edia Plan S#(edule'

* chose to a!vertise in the months of $arch- %pril- an! $ay2 The reasoning

behin! this choice was because accor!ing to 3arissa 4iebowit>- the best time for half

marathon runners to train is when weather will not !eter them 74iebowit>- 3arissa82

Spring is one of the many months that !o not have a lot of inclement weather- with the

e=ception of rain2 #or the most part there is not e=treme heat con!itions or snow storms2

%nother important factor in choosing these months is because 3arissa 4iebowit> states

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that it is best to train in the season one plans to participate an! sign up for half marathon

events 74iebowit>- 3arissa82 Spring is also the month that track an! fiel! begins for high

schools an! colleges- it is because of the nice weather that this occurs-

3hoosing the Spring season creates the best time- place- an! circumstance

atmosphere to reach the target au!ience2 During Spring runners are training an!

participating in half marathons2 The best time to reach runners are when they are thinking

about running but runners are not only thinking about running !uring the Spring season-

they are running2 Gelow * have liste! half marathon events in the target market locations

to better articulate these statements2

0 Washington- D2321 $ay 9- &.9" 9;th %nnual Potomac River Run $arathon K )alf 1 %pril ;.- &.9" $ercy '? 1 $ay


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$aga>ines also have longevity as oppose! to ra!io a!vertisements that come an!

go2 Bff the top of my hea! * can’t remember a single ra!io a!vertisement- maybe if *

hear! the a!vertisement again- but who knows when that woul! be2 %ccor!ing to a

#orbes article title! Print is Dea!M @ot so #ast-F maga>ines are a physical piece of

information that stick aroun! for awhile- internet a!s are not always guarantee! to appear

every time a keywor! or phrase is searche! 7Print is Dea!82 %nother part of this article

that stuck out was the fact that there is the fear of being spamme! an! ac6uiring a virus

from the web because of all the popups an! a!s that appear2 $aga>ines !o not create that

same fear for rea!ers2 $aga>ines are also more targete! towar!s specific au!iences2 %

company or bran! !oes not want to reach au!ience members that !o not care about what

it has to offer or what its message is2 %s more people move towar! !igital a!vertising-

there is still the tangibility- cre!ibility- an! specific targeting aspect that keeps rea!ers

purchasing an! subscribing to maga>ines2

*t was important to choose me!ia vehicles that woul! !irectly target the au!ience *

chose2 Each me!ia type focuse! on matching the !emographic of the targete! au!ience2

The au!ience will be listening- watching- an! searching for running2 *t was also important

to match the psychographics of the target au!ience because enjoying runningF is what

really counts2

Spe#i&i# +edia C(oi#es'

- +aga.ine C(oi#es'

/omens )ealt( +aga.ine' * chose this maga>ine because of the e=planation of

the psychographics that fit the the rea!ers of Women#s $ealth %a&a'ine2 % few of

the psychographics that were similar to the psychographics of my target au!ience

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wereC a!venture seeking- ambitious- lea!ers- focus on health an! wellness-

participants in running events- an! enjoys vacations2 The maga>ine !oes not offer

the target au!ience !emographic information- this is the reasoning behin! only

having the a! take up oneAthir! of a page- in full color2 on the insi!e of the

maga>ine with one insertion in the month of $arch2 * chose the month of $arch

when the training season begins an! the target au!ience begins seeking

a!venture2F *n each a! * selecte! * chose to !isplay it in full colors so that rea!ers

get the full e=perience of what RE* has to offer2

)ealt(' What stoo! out to me the most about $ealth maga>ine is it !oesn’t just

pertain to running- * mention in the psychographic summary that the target

au!ience wants to stay in shape2 $ealth maga>ine says that :. percent of its

au!ience is active in activities to help improve their fitness2 * feel that these two

statements correlate2 The maga>ine reaches &( million consumers which is a

great entity but because only five percent of the maga>ine is ma!e up of apparel

an! accessories * only wante! to a!vertise oneAthir! of a page- one time in the

month of $arch as well as in Women’s )ealth2 $ost people work to get fit an!

healthy before that begin a vigorous running lifestyle2 * chose to !o the a! in full

color because &. percent of the maga>ine contains fitness an! * believe it is best

to !isplay content in full color so that the target au!ience can receive the best

i!ea of what the pro!uct will look like2

rail Runner' Trail (unner was not my first choice because of the name of the

maga>ine2 )alf marathon runners are roa! runners an! that ma!e me 6uestion

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myself at first in choosing the maga>ine2 %fter researching the maga>ine * foun!

that ,, percent of Trail (unners au!ience participates in roa! running events like

half marathons2 * chose to a!vertise a sprea! in color !uring $arch an! $ay

because ' percent of its rea!ers purchases the a!vertise! merchan!ise an! a

little over (. percent buy more than two pairs of running shoes in a year2 RE* has

a lot to offer this target au!ience- especially in regar!s to shoes as mentione!

previously2 Serious half marathon runners want the best shoes for running an!

a!vertising in Trail (unner will help RE* e!ucate the target au!ience on the

shoes they have to offer2

itness +aga.ine' * chose Fitness %a&a'ine because the au!ience aligne! with

the target au!ience * chose2 The maga>ine is !irecte! towar!s females2 The

me!ian age is ;'2ine2

Gecause the maga>ine is !irecte! towar!s fitness is also correlates well with the

!esire for the target au!ience to stay in shape2 * chose a full color- oneAhalf page

a! with one insert because of these statements above2

Eperien#e i&e' Regional' E=periencing life is e=actly what the target

au!ience wants to !o by raising money for charitable purposes- inspiring others-

an! traveling they are !oing just that2 This is why * chose to a!vertise one page-

three times- in full color2 The regional location is Washington- D232- many half

marathon events are locate! in the area as well as there are many stores near that

location2 %long with psychographics that meet the target au!ience2 )xperience

*ife rea!ers are mostly women an! marrie!2

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S(ape' Bf each maga>ine chosen * believe that +hape maga>ine completely fits

the !emographic of the target au!ience2 Bf the rea!ers 9 percent are in the age

range of &' to (: years ol!- (: percent househol! income is +,'-... /- an! the

maga>ine is specifically !irecte! towar! women2 The me!ian age is also ;: years

ol!2 * chose to a!vertise oneAthir! of a page once in full color because the

maga>ine has a huge focus on sports an! fitness2

Runners /orld' This was the only running specific maga>ine * chose to

a!vertise in because * felt it was the only one that catere! to the target au!ience

an! RE*2 The percentage of women that rea! the maga>ine is '( percent- the

me!ian age is ;ine2

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Source" E=perience 4ife



- Radio C(oi#es'

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#or each ra!io station below * use! 3ontemporary )it Ra!io as the format

because of the !ata from ?at> Ra!io roup that shows this format best suits the

target au!ience * have chosen2

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* also chose to use the P$ !aypart because of !ata * !iscovere! on (unner#s

Worl" ’s website stating that 9.2, percent 7the highest percentage8 of runners in the 5nite!

States run between ".. pm an! "': pm an! the secon! highest percentage 79. percent8

between '".. pm an! '"': pm2 These time perio!s are !uring the P$ !aypart2 * chose

these times because when runners are going to the !estination that they choose to train

an! run in they will be in the car an! possibly listening to the ra!io2 They will be thinking

about running while going to run2

Insertions' * chose to a!vertise one time per hour for three hours an! three !ays

a week for ; months for the stations below2 * chose 9.< insertions because as *

mentione! earlier runners are running an! they !on’t ten! to be in their cars often

while training an! participating in events2

WRNOA#$ 7Washington- D2328

O)TA#$ 7San Diego- 3%8

?ELA#$ 7San Diego- 3%8

?5DDA#$ 7Salt 4ake 3ity- 5T8

?555A#$ 7Salt 4ake 3ity- 5T8

Insertions' #or the station below * chose to a!vertise three times every two hours

two !ays a week for 9& weeks because it is a lower rate! station so it will nee!

more insertions to reach the targete! au!ience2

WQGOA#$ 7Washington- D2328

- 5oogle e!$ords'

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* chose these keywor!s an! keyphrases below because they all correlate

with what half marathon runners look for while searching2 *t is important to have

the proper attire an! e6uipment to run a half marathon2 * chose these wor!s by

typing in wor!s that relate to running2 * also searche! through the RE* website

an! looke! for what it has to offer to the target au!ience2 #or e=ample activity

trackers are important for runners while they are training2 Runners enjoy beating

personal bests an! also as previously mentione! sometimes the amount of miles

ran raises money for charity2 Each keywor! or keyphrase selecte! was selecte!

base! on nee!2 The amount of clicks is not high because as previously mentione!

runners are running an! not online searching2

Running 4ights

Running packs

Running Shirts

$arathon accessories

Running shoes for half marathon

Running socks

$arathon gear

%ctivity trackers

)eart rate monitors

3lothing for runners

Energy foo! for runners

)alf marathon runners

Documents

Media Plan Project