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MEDIA PLAN

A D V E R T I S I N G

M A L A E A & M E R I S S A

STONE WOOD OUTLET

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TABLE OF CONTENTS

3 45

221023

background advertising/media objectives

target audiences media

strategy

schedule budget

analysis

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BACKGROUND

Like many other categories, the home improvement category has experienced a slowdown in sales due to the recession. How-ever, “Mintel forecasts growth to accelerate in 2011 and to remain positive through 2015.” Fac-tors that they attribute to this growth include demand from people who have wanted to do home improvement projects but put it off due to the economy. As for the logistics of home improve-ment projects the trends indicate that younger adults are more likely to be DIYers, while “Ag-ing Baby Boomers, retirees, and upper-income households are key groups for professional services as the likelihood of hiring help for re-modeling… tends to increase for these demo-graphics.” This may correlate to the fact that young adults are in the lifestyle phase of buying a fi rst home, settling down, and starting a family. Adults 25-34 are the “most willing to take on debt to improve their homes.”

marketcategorymarketcategorymarket

Being in a large market, Stone Wood Outlet has a lot of competition. Like many small businesses their main compe-tition is the giant corporate competitors. In the Portland area these are Lowe’s and Home Depot. Each have huge ad budgets and a high level of brand awareness. A third perhaps less well-known com-petitor is Lumber Liquidators. They are almost nationwide and focus primarily on their low prices.

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10advertising/media objectives

media strategy

analysisSource: Mintel report-Home Improvement-February 2011

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ADVERTISING/MEDIA OBJECTIVES

advertising

Advertise to frequent DIYers in the Portland Metro Area. The demographics include:

Men age 25-44 Women age 25-44 Hispanic Adults

Use various media vehicles throughout the year to promote brand recognition among the target audiences.

20 10Raise brand awareness of Stone Wood Outlet

by

percent throughout the campaign

Increase store traffic by

percent at the new location during kick-off

month and following month

Increase traffic in all locations

by

percent throughout

the campaign

objectivesmedia

objectives

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advertisingTARGET AUDIENCES

Moving into a first home, buying a new home, and starting a family propel Do-It-Yourself (DIY) activ-ity.

Although people over age 44 do home improve-ment/DIY projects people age 25-44 do more proj-ects in a year on average.

25-34: 2.98 DIY projects in the past 12 months, 70% have done DIY projects in past year

35-44: 2.77 DIY projects in the past 12 months. 61% have done DIY projects in the past year

DIY activity is highest among those with a household in-come between $50k and $149.9 k

Households with kids are 20% more likely to do DIY home improvements and DIYers with 2 or more chil-dren undertake the most projects.

Source: Mintel report- Home Improvement DIY projects Done in Past 12 Months and Mintel report- Media Usage-US Sept. 2010

Increased use of media in the 25-34 age group is partially due to the presence of children in the home

generalinfoPeople age 25-34 spend the most

time with media, averaging

hours per week with media

People age 35-44 spend

the second most time with media, averaging

hours per week with media

     

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who...TARGET AUDIENCES-MEN

Are age 25-44Are homeownersHave familiesHave a HH income between $50k-$150k

Sources: Mintel report- Home Improvement DIY projects Done in Past 12 Months & Source: Television Bureau of Advertising-Media Comparisons-Men

68percent of men have done DIY home improve-ment projects in

the past 12 months

Men partake in approximately

DIY projects per year

Men Age 25-49 Daily Media Consumption: Television- 273 minutes per day Newspapers- 19.8 minutes per day Radio- 96 minutes per day Magazines- 12.6 minutes per day Internet- 161.4 minutes per day

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Women Age 25-49 Daily Media Consumption: Television- 274.2 minutes per day Newspapers- 21 minutes per day Radio- 105 minutes per day Magazines- 15.6 minutes per day Internet- 175.2 minutes per day

Sources: Mintel report- Home Improvement DIY projects Done in Past 12 Months & Televi-sion Bureau of Advertising-Media Compari-sons-Women

TARGET AUDIENCES-WOMENAre age 25-44Are homeownersHave familiesHave a HH income between $50k-$150k

wh

o...

womenWomen partake in approximately

DIY projects per year

percent of women have done DIY home improve-

ment projects in the past 12 months

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Hispanics have high levels of interest in home improvement. Hispanics are the most likely to have undertaken DIY activity in the last year, and spend almost as much as Caucasians on home improvement.

TARGET AUDIENCES-HISPANICS

hispanic adultshispanic adults

Mean amount spent on home improvements: Caucasians: $1,467 Hispanics: $1,459 Money is the top barrier for undertaking a major project for Hispanics. Hispanics are less likely to cite a lack of skills or tools, which may mean that they are more willing and confi dent to take on DIY projects.Source: Mintel report- Home Improvement DIY projects

Done in Past 12 Months

percent of Hispanics have done

DIY home improvement projects

in the past 12 months

the number of DIY projects Hispanics havedone in the past year65

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“Woodburn was 50% Hispanic according to the 2000 Census.”

“Woodburn has a high rate of Latino home ownership.”

“Hillsboro was 19% Hispanic according to the 2000 Census.”

“74% of Portland market Hispanics speak Spanish at home.”

“55% of Hispanic households have kids.”

TARGET AUDIENCES-HISPANICS Because of their large Hispanic population, we have decided to focus on Woodburn and Hillsboro, Oregon when it comes to targeting Hispanics.

HISPANIC MEDIA USAGE

40% watch between 1 and 3 hours a day of Spanish TV

30% watch between 1 and 3 hours a day of English TV

60% of US Hispanics listen to Spanish language radio

(Acculturation 3- Mostly Spanish)

Sources: Portland, Oregon Hyper-Growth Hispanic Market PDF by Univision Northwest & Nielsen A Snapshot of Hispanic Media Usage in the U.S.

average household income in

the 2000 Census

63,995 $$

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MEDIA STRATEGY

Posters in 3 distinct areas. 1. Within 5 miles of Lowe’s and Home Depot stores (12 boards) 2. Hillsboro (19 boards) 3. Woodburn (19 boards)

The boards in Hillsboro and Woodburn are tar-geting Hispanic adults and the copy will be in Spanish. The posters near competitors will be used to target all three audiences, and thus will be in English. Due to the location of the boards in neighborhoods we chose to only buy posters. Outdoor will run in July, August, April, and June. The showing level in July is 75%. Because July kicks-off the campaign, we wanted it to be at the highest level. Not only will these posters raise awareness of the brand, but also of the grand opening. In August we will reinforce the brand after the grand opening at a showing level of 50%. This allows us

to keep a strong brand presence in the market. Also, parents will be spending an increased amount of time in their cars due to back-to-school shopping. Because it is a lower show-ing level there will be 11 boards in Hillsboro and 10 boards in Woodburn. We chose to place more boards in Hillsboro because it is closer to Stone Wood Outlet locations. April kicks-off decking season so we are bring-ing back outdoor advertisements at a 50% showing level. Boards will be placed the same as in August. June is right in the middle of decking season and the end of our campaign. We wanted to end the campaign with a high level of brand presence in the market, so the showing level is 75% with the same placement as in July.

*July & June (75% Poster Showing)

# of boards x cost per board = Cost per month 50 x $700 = $35,000 Cost per month x # of months = Subtotal cost 1

$35,000 x 2 = $70,000

*August & April (50% Poster Showing)

# of boards x cost per board = cost per month 33 x $700 = $23,100 Cost per month x # of months = Subtotal cost 2

Subtotal cost 1 + Subtotal cost 2 = Total cost for Outdoor

$70,000 + $46,200 = $116,200

outdoor

*Number of boards based on a 75% showing

$23,100 x 2 = $46,200

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KEYStone WoodOutlet

Lowe’s

Home Depot

Subtotal cost 1 + Subtotal cost 2 = Total cost for Outdoor

$70,000 + $46,200 = $116,200

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MEDIA STRATEGY

By choosing magazine, we are able to directly reach our target audience through specific interests. We chose Sunset Magazine to target women, and Family Handyman Magazine to target men. The readers of these magazines are already interested in outdoor living, home improvement, and DIY projects. By using magazine, we are able to place our advertisements based on the editorial calendar, increasing relevancy to readers. The months we are featured in Sunset or Family Handyman Magazine have been carefully se-lected to coincide with that month’s content. Sunset and Family Handyman Magazine have built up years of loyalty and credibility with readers, which will reinforce the authority of our advertisements.

Family Handyman $4,367.34 *Full-page 4 color ad *Cost of ad / (circulation x .001) = CPM $105,260 / (1,155,956 x .001) = $91.06 * CPM x (Oregon circulation x .001) = Cost per ad geo-targeted to Oregon $91.06 x (15,987 x .001) = $1,455.78 * Cost per ad x number of insertions = Cost for Family Handyman

$1,455.78 x 3 = $4,367.34

Sunset Magazine $75,600 *1/2 page 4 color ad *Geo-targeted to Pacific NW * Cost per ad x number of insertions = Cost for Sunset Magazine

$25,200 x 3 = $75,600

magazine

Editorial Calendar Match-upSunset MagazineOctober- Fall Travel and Bargains IssueMarch- The Great Makeover IssueJune- Backyard Living Issue

Family Handyman MagazineJuly/Aug. Issue- Summer Projects IssueOctober- Kitchen and Bath Issue (Featuring the section “Solid Counter Tops

for DIYers”)

May- Protect Your Home/Pro Special Issue (Featuring the section “Build Your Own

Dream Deck”)

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MEDIA STRATEGYradio

Because 60% of Hispanics listen to Spanish language radio, we will advertise on 93.1FM El Rey. Our 15-second spots will run every Monday, Wednesday, and Friday starting January 2nd and ending April 27th. There isn’t much variation in the ratings for El Rey depending on daypart, so we are advertising from 6am until 7pm. We will run 2 spots per hour for a total of 26 spots per day. Ads will run for 17 weeks incorporating New Years resolutions for home im-provement, through the kick-off of decking season. It will also help to sustain awareness of the campaign in the Hispanic audience throughout the winter and

beginning of spring.

total=

Station Time93.1 El Rey (Hispanic) 6a-10a93.1 El Rey (Hispanic) 10a-3p93.1 El Rey (Hispanic) 3p-7p

# of Spots total Cost Total Ratings408 $14,280 204510 $17,850 255408 $11,424 163.2

1326 $43,554 622.2

Source: Nielsen A Snapshot of Hispanic Media Usage in the U.S.

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MEDIA STRATEGYMEDIA STRATEGY

YOUTUBE CHANNEL We will expand the Stone Wood Out-let YouTube page to include skill develop-ment videos. Although money is the biggest barrier for undertaking DIY activities, 15% of whites and 12% of Hispanics reported lack of skills as the second biggest barrier. Stone Wood Outlet prides itself on the knowledge-able staff that works at each location. We will have one associate each month demonstrate that expertise through a skill development video. The videos will correspond to the vari-ous inventories that Stone Wood Outlet has to offer. It will be posted on the YouTube site the first week of each month. We can mea-sure the success of this tactic by the number of views each video gets each month. This will provide us with insight into what projects people are most interested in.

SEARCH ENGINE

OPTIMIZATION The Internet provides a wealth of in-formation and is often the first place a person turns to when conducting research. Because remodeling is high involvement and high cost people like to do a lot of research, planning, and comparing. We want to ensure that when people in the Portland market search home improvement terms, Stone Wood Outlet is one of the top choices that come up. This is why we have decided to hire an Internet Marketing Company to do our Search Engine Optimization. We have allocated $10,000 to make sure that Stone Wood Outlet reaches its full SEO potential by having experts in this field manage this portion of the campaign.

,

online Sources: Home Improve-ment- US- February 2011 & http://www.optimum7.com/internet-marketing/seo/how-much-does-seo-search-engine-optimiza-tion-cost.html

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MEDIA STRATEGYMEDIA STRATEGYDay Part Program

EM KATU NW Morning @5am

EM KATU NW Morning @6am

EF KATU NWS 1st @4PM

EN KATU NEWS @6PM

LN KATU NEWS @11PM

EM NC8 Sunrise @5am

EM NC8 Sunrise @6am

DT Newschannel 8 @ noon

PA Live @ 7pm

LN Newschannel 8 @ 11pm

EM KOIN LCL6 @5am

EM KOIN LCL6 @6am

LN KOIN LCL6 @11pm

EM Good Day @ 5am

EM Good Day @ 6am

EM Good Day Oregon (7-8)

EM Good Day Oregon (8-9)

EF 4:00 News

EN 5:00 News

PT 10:00 News (10-10:30)

PT 10:00 News (10:30-11)

LN 11:00 News

Number of Spots Cost Total Rating points

5 $308.00 2

5 $770.00 5

7 $1,419.60 8.4

8 $2,275.20 14.4

8 $2,520.00 14.4

5 $616.00 4

7 $1,509.20 9.8

5 $920.00 5

5 $1,001.00 6.5

8 $2,660.00 15.2

5 $154.00 1

5 $308.00 2

10 $4,725.00 27

5 $693.00 4.5

7 $1,293.60 8.4

9 $3,326.40 21.6

8 $2,340.80 15.2

5 $760.50 4.5

7 $1,216.60 7.7

10 $14,364.00 38

9 $8,845.20 23.4

8 $2,240.00 12.8

151 $54,266.10 250.8total=

television Television will only be used to advertise the grand opening of the new location. Our ads will run August 1st-5th, leading up to the grand opening. Due to the content of the ads, we will be running on local news programs on ABC, NBC, CBS and FOX. Our strategy is to run on every news program at least once per day. News programs with higher ratings have more spots designated to them. With this strategy we ensure that we reach our target audiences regardless of daypart or station pref-erences. The placement of ads during news pro-grams allows us to engage with them while they’re thinking about their community and local issues.

SEARCH ENGINE

OPTIMIZATION

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MEDIA STRATEGY

newspaper The Oregonian has over 1,388,600 readers. With newspaper, we plan to reach our target audience by advertising to them locally. The Oregonian is the most widely read paper in Portland and will be ideal in reaching our target audiences.

Our ads will run throughout July: Thursdays in the Metro Section Saturdays in the Community News Sunday, July 31st in the Home & Gardens Section

These 9 ads will be geared towards promoting the grand opening on August 6th.

*1/2 Page Black and White ad (3 columns) x 5.175 inches= 15.525 column inches *Runs every Thursday & Saturday in July Cost per column inch x column inches = cost per ad $35.49 x 15.525 = $550.98 cost per ad x number of ads = cost for month $550.98 x 8 = $4,407.84 *Runs Sunday July 31st cost per column inch x column inches = Cost for Sunday $121.39 x 15.525 = $1,884.58 Sunday ad + 8 Thursday/Saturday ads = total cost of newspaper $1,884.58 + $4,407.84 = $6,292.42

Source: http://biz.oregonian.com/adresources/

the oregonian

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Radio DJ $2,000Food $1,500Tables $780Chairs $675Umbrellas $660BBQ's $720Printing Costs $1,000

$7,335total=

MEDIA STRATEGY

grandopening

On August 6th, we will be hosting a grand open-ing BBQ at the new Stone Wood Outlet location. The BBQ will focus on Stone Wood Outlet’s decking products and will feature a deck with table and chairs for people to eat and socialize. The setting of this event will allow members of our target audiences to imagine themselves enjoying summer on their own Stone Wood Outlet deck. K103, Portland’s most popular radio station, will be DJing the event. Through the grand opening, we hope to raise brand awareness of Stone Wood Outlet, with an empha-sis on the new location.

18 *

MEDIA STRATEGYnon-traditional

MALL POP-UP SCENES With our pop-up scenes, we plan to reach our target audiences at two peak shopping points in the year: back-to-school shopping and holiday shopping. We will target back- to-school shoppers in August and September and holiday shoppers from November 13th-December 10th. Our pop-up scenes will focus on Stone Wood Out-let’s indoor items such as hardwood floors, counter tops, tiles, and cabinets. We will create an indoor scene in the mall to draw the attention of mall-goers. Each item used in the scene will be linked to a QR code that will take shoppers di-rectly to the page of the website the item is featured on. We will evaluate the success of the pop-up stores by monitoring traffic on the website.

*August & September # of kiosks x Cost per kiosk = cost per pop-up scene 4 x $3,000 = $12,000 Cost per scene x number of executions = subtotal 1 $12,000 x 2 = $24,000 * November/December Kiosk price doubles # of kiosks x cost per kiosk = cost per scene 4 x $6,000 = $24,000 Cost per scene x number of executions = subtotal 2 $24,000 x 1 = $24,000 Subtotal 1 + Subtotal 2 = cost for pop-up scenes $24,000 + $24,000 = $48,000

*Based on the cost of 4 kiosks at the most expensive quote ($3,000 per month).*Runs in August in Washington Square Mall, Runs in September in Clackamas Town Center, Runs in Nov/Dec in whichever mall does the best

try it!

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MEDIA STRATEGYSHOW EXHIBITIONSThroughout the campaign, we will be participating in 4 shows including:

Portland Fall Home & Garden ShowSeptember 29-October 2Portland Build, Remodel, & Landscape ShowJanuary 6-8Portland Renovation & Remodeling ShowJanuary 27-29Portland Home & Garden ShowFebruary 22-26

Show exhibitions are the perfect way to connect with our target audience. People who come to these shows are local, looking to improve their homes and possibly even ready to make pur-chases. Having a booth at these shows is a cost effective way to personally get in touch with our target audience.

*Portland Fall Home and Garden Show = $900 *Portland Home and Garden Show = $1,050 *Total of all booths = $900 + $1,050 +$1,000 + $1,000

Total for all booths = $3,950 *NOTE: We didn’t get exact figures for Portland Build, Remodel, and Landscape show or for the Portland Reno-vation and Remodeling Show so we budgeted $1,000 for each booth for a total of $2,000.

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SCHEDULE

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26

JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER

Outdoor

SEO

Youtube

Pop-up Scenes

Family Handyman

Sunset

Television

Show Exhibitions

Newspaper

Grand Opening

Radio

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SCHEDULE

27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52

JANUARY FEBRUARY MARCH APRIL MAY JUNE

Outdoor

SEO

Youtube

Pop-up Scenes

Family Handyman

Sunset

Television

Show Exhibitions

Newspaper

Grand Opening

Radio

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BUDGET

$399,564.86Total Spent:

Outdoor$116,200

29%

Pop-up Scenes$48,000

12%

Analysis$30,000

7%Radio

$43,55411%

Television$54,266.10

14%

Sunset Magazine$75,600

19%

SEO$10,000

2%

Grand Opening$7,335

2%

Newspaper$6,292.42

2%

Show Exhibitions$3,950

1%

Familly Handyman Magazine$4,367.34

1%

$435.14unspent

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ANALYSIS We have budgeted $30,000 dollars to hire a professional agency to measure the success of our campaign. Because we want the analysis to be very detailed by each medium, it is the most cost-effective to have it done professionally. It will also allow us to focus our energy on ensuring the campaign is running correctly. This will benefit future campaigns because we will have information on things such as effective frequency, as well as the most effective medium for each target audience. Ultimately we believe that this will be the best bang for our buck.

sources:Mintel report-Home Improvement-Feb. 2011Mintel report-Home Improvement DIY projects Done in Past 12 Months-Feb. 2011Mintel report- Media Usage-US Sept. 2010Television Bureau of Advertising-Media Comparisons-WomenTelevision Bureau of Advertising-Media Comparisons-MenPortland, Oregon Hyper-Growth Hispanic Market PDF by Univision NorthwestNielsen A Snapshot of Hispanic Media Usage in the U.S.http://www.optimum7.com/internet-marketing/seo/how-much-does-seo-search-engine-optimiza-tion-cost.html

http://biz.oregonian.com/adresources/

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A D V E R T I S I N G

M A L A E A & M E R I S S A