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Media Strategy. Presented by: Lauren Percilla, Eric Schilling, James Schosser, Ann Whitaker. Elektrip Overview. Two Commuter Bicycle Styles . Demographics. Household Income: $50,000 - $120,000 Age: 18-55 Address Type: Single Family Dwelling or Apartment Credit: Credit Card Users - PowerPoint PPT Presentation
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Media StrategyPresented by:
Lauren Percilla, Eric Schilling,
James Schosser, Ann Whitaker
Elektrip Overview
Two Commuter Bicycle Styles
• Household Income: $50,000 - $120,000• Age: 18-55• Address Type: Single Family Dwelling or Apartment • Credit: Credit Card Users • Education: In or Has Completed College• Buying Behavior: Electronics• Occupation: White Collar Professional• Travel: Business Commuter
Demographics
Regional Weather
Outdoor
• 23 buses, 4 weeks • Circulation – 1,602,585• Bus Wraps present a highly visible
media that reaches many commuters in the Denver Metro area.
Bus Wrap
• Rotary Cycle - 12 weeks 3 Panels• Ad. Size – 14’ X 48’• Circulation – 1,439,934• Rotary bulletins will be in and
around residential areas and are highly visible to commuter traveling to and from residential areas.
Rotary Bulletin
• 50 Panels for 4 weeks• Ad. Size – 48” X 683/4”• Circulation – 450,000• Bus shelters are located in
throughout Denver with a major focus on bus shelters in the metro area.
Bus Shelters
Outdoor Frequency
• Total Budget - $192,910
Bus Wrap Rotary Bulletin Bus Shelter
April X X X
May X
June XJuly X X X
August XSeptemb
er X
Magazine
• Spans art, beauty, culture, business, entertainment, fashion, interior design, nightlife, philanthropy, politics, real estate, sports, & travel
• Relevant Readership- Total Monthly Distribution – 40,000- Potential readers age 25 to 59 – 1,363,034- Average age of Denver Magazine reader – 38
- Professionals – 82%- College Educated – 90%
- Post-grad Degree – 45%- Average Household Income - $95,000
• Guide to the best in arts, entertaining and dining while delivering in-depth journalism
• Relevant Readership– Total verified distribution – 85,000– Total readership – 347,301– Median Age – 46– Average Household Income - $169,000– College Grads – 45%– Post Grad degree – 46%
• 92% of readers have purchased a product based on advertising in 5280
Magazine
• Circulation– 1,123,000 Sunday Post Readers– 770,000 Saturday Post Readers– 753,000 Daily Post Readers
• Relevant Readership– 40% of all Metro Denver adults read The
Denver Post– Average Age – 42– 57% of all Colorado white collar jobs are in
Denver– Average Household Income - $80,000
Newspaper
Direct Mail
• Direct Mail to Businesses Involved in Bike Sales
• Roughly 300 Business Total• Intended to Have a Strong Impact
& Generate Interest• Will Be Followed Up by Sales Force
Denver Magazine
(Full Page Ad)
5280 Magazine(Full Page
Ad)
Denver Post(1/4 Page Ad)
Business Direct Mail
January XMarch Spring Fever
April X
May 1st Week M - Su
June X 1st Week M - F
July Green Guide 1st Week M - F
August X 1st Week M - F
September Hikes & Bikes
OctoberNovembe
r Gift Guide X
Print Frequency
• Total Budget = $101,454
TV
• Daypart - Monday through Friday• Morning News, Evening News• Run May – August• 56 Spots Per Month• 30 Second Commercial Spots• Focus on Increasing Awareness,
Hitting Target Market, and Creating Buzz
TV Focus
TV Frequency & Cost
• Total Budget - $40,000
ABC CBS NBC Fox
May X X X X
June X X X XJuly X X X X
August X X X X
Radio
• Daypart - Monday through Friday• 5:00 am - 10:00 am, 3:00 pm -
7:00 pm• Run on 6 Month Seasonal Cycle• Focus on Increasing Awareness,
Hitting Target Market, and Creating Buzz
Radio Focus
• Reaches an Audience That Wants to Be Educated, Informed, and Entertained
• 64% of Listeners are in Our Target Income of $50,000 - $125,000
• 64% of Listeners are White Collar
Radio
•Reaches Young Commuters in Denver•White Collar, Educated, Young Professionals•100% of Listening Audience Is Between Ages 18 – 54
Radio
CPR FrequencyPer Month
HOT 107 FrequencyPer Month
April 64 64
May 20 12
June 0 0
July 64 64
August 20 12
September 0 0
Radio Frequency
• Total Budget = $50,000
Online
• Denver Magazine & 5280 Are Targeted For the Same Reasons as the Print Version
• Discounted Cost Due to Print Adv.• Electric Bicycle Forum & Ebikes of
America Are Specific to People interested in Electric Bicycles
Website Ads
• Keyword Advertising• Sample Ad:
• Budget Allocation Based off of Nielsen Ratings Dominance: Google - 65.2% Yahoo – 14.1% & Bing – 12.5%
• Heavy Investment Due to Sit Not Having Good Natural Listing
• Will Reduce Budget
Search Engine Advertising
Keywords:• denver bicycle• denver bike• bicycle commuting• bike commute • bicycle commute• commute denver• denver commute• denver traffic • denver traffic
conditions • denver traffic news
• denver traffic report• denver weather• denver weather
forecast• electric bicycle• electric bicycles • ebike • ebikes • folding electric bike • electric folding bike• electric bike
Search Engine Advertising
• Send to Two Different Targeted Lists• Consumer List
• 20,100 Names
• Businesses Involved in Bicycle Sales• 22 Names
• Online Budget Includes Monthly Mailings
Email Program
• Websites are Very Important in Consumer Information Gathering
• Largest Portion of Budget• Extremely Important After Moving Past
Test Market• Online Sales• Online Budget Includes Monthly
Updates of Video & Social Networks• Website Includes Blog for Corporate
Staff and Community Section• Website Will take time to Naturally List
Higher For Certain Search Terms
Website & Social Networking
Website
Web Ads Search Email Marketing
Website
January X (Certain Sites) X (Certain Terms) X X
February X (Certain Sites) X (Certain Terms) X X
March X (Certain Sites) X (Certain Terms) X X
April X X X XMay X X X XJune X X X XJuly X X X X
August X X X XSeptemb
erX (Certain
Sites) X (Certain Terms) X X
October X (Certain Sites) X (Certain Terms) X X
November
X (Certain Sites) X (Certain Terms) X X
December
X (Certain Sites) X (Certain Terms) X X
Online Frequency
• Total Budget = $199,600