Jayde BalentineIntroduction to Media AdvertisingFebruary 21, 2015

Crafters as a Target Group for Lowe’s

Target Segment Summary

Target’s Psychographic Summary Scrapbooking / Card Making/Paper Crafting Paint / Drawing / Calligraphy/Print Making Cake and Food Decorating Projects Fabric / Sewing Projects Jewelry Making Crochet / Knitting Kids Crafts

Target’s Demographic Summary Gender: Female Marital Status: Married Age Range: 35-54 HH Income: median of $47,468

Target’s Geographic Summary Salt Lake City, Utah

o Lifestyle Rank = 17o Number of Craft Households = 279,002

Charleston / Huntington, West Virginiao Lifestyle Rank = 20o Number of Craft Households = 160,102

Traverse City / Cadillac, Michigan o Lifestyle Rank = 12o Number of Craft Households = 85,365

Client Description

Company Overview: Lowe’s Home Improvement Store is an American Fortune 100

company founded in 1946 in North Carolina. The home and outdoor development operation has

traded in the New York Stock Exchange since 1961. The chain has over 1,000 stores located in

the United States, Canada, and Mexico. (Companies) Around 1980’s the company changed from

small-market stores to mega-stores to compete against The Home Depot chain that offers similar

services and products. (Corporate). Currently the company is working to rebuild a pueblo outside

of Albuquerque, New Mexico (Responsibility). For one to request a Lowe’s near them the

Jayde BalentineIntroduction to Media AdvertisingFebruary 21, 2015

requestor can complete an online form available on Lowes.com on the “Request a Lowe’s” link

(FAQs).

The company believes in providing services to the community for more than 60 years.

Lowe’s views community service to be an investment in neighborhoods and their own future. To

help promise a successful future, Lowe’s and the Lowe‘s Charitable and Education Foundation

provided $25 million in 2013 to schools community organizations and disaster relief programs.

Partnerships include SkillsUSA, Boys and Girls Clubs of America, Keep America Beautiful, and

the American Red Cross (Communities). For sponsorship inquiries one can visit the “Request a

Lowe’s” link on Lowes.com (Improving).

In recent news available of the company’s “Press” link, the company announced that they

added a 12th member to their board of directors. James H. Morgan, is a chairman of Krispy

Kreme will serve on the Audit and Governance committees of the Lowe’s board (Newsroom).

To further products offered to their customers in the company will join forces with HGTV

HOME by Sherwin-Williams in March 2015 to make the brand’s interior and exterior paints

available on Lowes.com and in Lowe’s stores (Newsroom).

Lowe’s employs thousands that work in store, in the corporate office, and distribution

sections of the company. The company hires seasonal employees and employees looking to

establish careers in the home improvement business. Lowe’s offers services to college students

by employing college students and establishing a summer intern program. Other than assisting

their employees with government benefits, diversity, and learning opportunities the Lowe’s

family is committed to working with people affiliated with the military as they participate in

military-sponsored events and job fairs. Lowe’s is seeking people who value teamwork, passion

for execution and those are customer focused (Careers).

According to Business Insights: Essential’s Lowe’s Companies Inc. overview the

company’s sales in 2014 were $53,417,000,000 with 167,000 employees with a $319,862 sales

per employee average. Companies related to Lowe’s include, but are not limited to Home Depot

Inc. and Wolseley Inc. Lowe’s Company industries include building material dealers,

construction material merchant wholesalers, hardware stores, nursery and garden centers and

lumber merchant wholesalers (Gale).

Types of Products Offered: Lowe’s offers approximately 15 million public customers

their services in store, on phone, online, and at privately owned establishments like homes and

businesses. Lowe’s customers include people interested in do-it-yourself (DIY) and do-it-for-me

(DIFM) for their home and professional customers working in the construction, trade, repair,

operations, and maintenances industries, these professionals represent more than 30 percent of

total sales (Companies).

MyLowe’s is a service for customers who frequently visit Lowe’s. Through MyLowe’s

customers can track in-store purchases with their card and associated phone number, keep on

online inventories of their home and businesses, making returning items easier, and organize a

customer’s busy life with reminders and mobile shopping lists. Customers can access their

MyLowe’s account through Lowes.com. Having a MyLowe’s account can ease the mind of the

Lowe’s customer and make their in-store and online home improvement experience smoother

(MyLowe’s).

Lowe’s offers protection plans customers can purchase on items. Customers can purchase

manufacturers plans that usually last up to 12 months or extended plans. With these protection

plans Lowe’s will make repairs on an item with no additional cost. Customers are able to have

confidence in their purchases and trust that they will be able to use their product for the product’s

lifetime when investing in one of the offered protection plans (Plans).

Lowe’s has a variety of products to offer with over 16 different department categories.

Lowe’s products range from bathroom and kitchen products to home décor and even plumbing

supplies and systems. Products to help a home perform more efficiently include heating and

cooling products like fire places and air filters. When looking to improve a space’s organization

Lowe’s can offer shelves and even moving supplies. For customers with a creative spirit that are

interested in preserving a wood project like a crafted bird house customers can purchase sealers

and brushes via the paint section of the Lowe’s company. Customers who are looking to make

long-lasting placemats for a July 4th barbecue or Valentin’s Day dinner party can purchase cork

tiles from Lowe’s home section. (Lowes.com).

Target Audience: Crafters

Introduction: In general crafters are interested in discovering what the world has to offer

to their creative process. Crafters are more than likely to be interested in working to make a

project personal and unique to them. Crafters consist of mostly middle-aged women who make

an average of $47,000 a year. To attract crafters, websites and stores must offer tools and

resources that intrigue them, inspire them, and help them complete a project. Crafters want to

spend their money and time on things that will add to the quality of their life and things around

them.

Psychographic elements of target: Crafters are usually what society refers to when the

phrase DIY is mentioned. These people are not just interested in pinching pennies when they

create items or do projects themselves, they are more interested in the project-making experience

and adding unique and personal value to their life. Crafters are more interested in purchasing

products to create something they need than buying the product in the store, they want to add

originality to things around them (Williams).

Crafters utilize technology to complete their projects. Crafters are usually digitally savvy

as 71% of crafters use the internet to research information and seek help, 58% of crafters use

smartphones and 33% own a tablet. Crafters need internet to utilize websites and search engines,

88% access retail websites, 73% utilize search engines, and 52% access manufacturer websites

when on the web. Crafters gravitate to online videos, 49% of crafters watch online videos to get

help on projects and 65% of crafters are more likely to purchase an item when the brand provides

online videos as a resource (Think). Crafters desire information that they can easily access and

understand.

This target is always searching for a muse for their current project or next project.

Staying busy and looking for the next thing they can create is something crafters desire, as most

crafters making a living from their creative passions. According to The Coda Review 2011: Craft

Artists, Income, and the U.S Economy report, 5 million Americans earned part of their income

from crafts and 30,000 to 50,000 sold their crafts as their main income (Development

Association). They frequent social media sites like Pinterest and YouTube to find images and

how-to tutorials for their projects (Williams).

Crafting projects come in different shapes and forms. Some crafters enjoy stationary and

are in need of scrapbooking materials to make scrapbooks and cards. Tools to paint, draw and

stamp are tools crafters often search for. For crafters that are interested in cuisine they frequent

food decorating sections of retail industries to produce decorated foods. Sewing machines,

sewing kits and an array of fabrics are needed by crafters that enjoy fabric and sewing projects.

Small tools for yarn and beads are for crafters that enjoy jewelry making, crocheting, and

knitting (Association). In order to attract all segments of the crafting audience markets must sell

a wide range of products.

Demographic elements of target: According to the Craft and Hobby Association’s 2012

State of the Craft Industry Key Insights Report the crafting population is made up of mostly

female, with 72% of the population being women. These women are more like to have larger

households with a little less than half, specifically 42% having children. The crafters population

is not specific to one race, ethnically the group represents the United States diversity in ethnicity

(Association). Crafters range in age from 35-54 and make between $50,000- $74,999 per

household, with a median income of $47,468. This group of people are also usually married

(Market).

How targets aligns with Lowe’s offerings: Lowe’s mostly attracts crafters that are

interested in enhancing their homes or businesses. Tools like hammers and drills are Lowe’s

items crafters purchase. Specialty materials like cork rocks are components crafters use in their

projects. MyLowe’s is a service crafters are more likely to use, because crafters complete a

variety of projects they are more than likely to be interested in a service that easies their

shopping experience. Lowe’s has to small offer items crafters utilize to create huge projects.

To better service their crafting audience Lowe’s must offer food decorating tools like a

cake batter piping bag, jewelry making items like small decorative beads, crochet needles, and

decorative stationary materials like gel pens to attract the wide crafting scope. Currently Lowe’s

offers products for crafters that are interested in making projects specifically for events,

enhancing spaces and items for their home and business, the company has a limited amount of

products and materials for crafters that aren’t interested in home improvement or planning

holiday events. For a number of crafters Lowe’s is a starting point for them when shopping, but

they often look to other retails to fulfill their crafting interests (Think).

Media Plan Targeted to Reach Crafters

Introduction: When choosing media vehicles to advertise with in order to attract crafters

to Lowe’s I considered the content offered in the specific media vehicles and the amount of

money I would need to spend to reach a large number of crafters. I placed advertisements with

magazines that would be available to crafters during my campaign months and best benefit in

their seasonal crafting ventures. When choosing T.V. programs to buy from I considered how the

programs would entertain my audience and encourage them to purchase materials from Lowe’s.

My strategy for internet buys was to consider the different information available of the websites

and web pages and who would be more than likely to spend time on the websites. I purposely

purchased a lower amount of impressions on sites that had a large amount of unique visitors

because I knew that my audience was not the only visitors to the high profile sites. I chose broad

and tool specific keywords and key phrases that crafters would be more than likely to search for

when thinking of and planning crafting projects. I considered my three month campaign schedule

and pointed to what vehicles best matched Lowe’s crafters.

Media Plan Schedule: I have chosen to run my three month campaign in the months of

April, September, and November. I chose not run my campaign in consecutive months because

crafters are not just crafting during the winter, spring, summer or autumn, they are crafting all

year round. One reason I chose these months was because of popular holidays. After researching

crafters I found that many of crafters make projects for specific holiday events like a barbecue

for the 4th of July or party to celebrate Halloween.

Crafters are purchasing materials to decorate their homes or places of business to

celebrate festive holidays. After completing my target research I thought of specific holiday

gatherings that are highly celebrated in the United States, specifically in my three cities. Crafters

are looking to enhance ordinary ideas and events in their life with their creative talents.

Brainstorming of months that crafters would create projects for was a strategy for choosing

months to run my campaign.

April is in spring and before the summer season. During April crafters have the

opportunity to make specialized items for spring holidays like Easter and Arbor Day in April and

Cinco De Mayo and Mother’s Day in May. April is also a time were Lowe’s sets out their items

for warmer weather activities and holidays and are advertising this items online. Magazines in

April are targeting their content on spring style- like spring cleaning and home decorating and

projects for holidays in spring and summer. T.V. programs are running specials that center

around warmer weather and activities to do and projects to create in spring and summer.

Compared to other months in the calendar the spring season- specially April has the least

amount of holidays. This holiday break gives crafters the chance to complete spring projects and

start on summer projects. Highly celebrated summer holidays like Father’s Day in June and

Independence Day in July are holidays crafters create projects for. April is also the time before

schools end for summer break- this month gives crafters the time to plan for kids crafting

projects children can do during their time off from school. Preparing my campaign to run during

April allows advertisements to drive crafters to Lowe’s because crafters are creating projects for

the spring and summer seasons.

September falls in autumn and before winter time. During September students have gone

back to school, 911 Remembrance Day is celebrated, and football season is preparing to kick off.

In September Lowe’s is starting to put away items sold specifically for summer months and are

creating store and internet displays for fall. Magazines and T.V. networks are planning content

for autumn holidays and colder weather. September is a month before crafters become busy

preparing for and purchasing items for highly celebrated holidays- Halloween in October,

Thanksgiving in November, and Christmas, Hanukah and end of the year celebrations in

December. Crafters are visiting Lowe’s, searching for websites for autumn projects, and reading

and watching programs for autumn celebrations in the month of September. Choosing to

campaign in the month of September was a no brainer.

November is my last campaign month, it falls in autumn time. During November people

are celebrating for Thanksgiving and are thinking of Christmas and New Years celebrations. In

November Lowe’s is preparing their retail items in-store and online to reflect of colder months

and Magazines and T.V. programs are centering their content on colder weather, autumn and

winter holidays. Including the month of November was a must. November is the month were

crafters are preparing projects for highly celebrated holidays and thinking of ways to enhance

their lives, homes, and business places for the year ahead. Rather than choosing a consecutive

month campaign I chose to focus my campaign to reflect on holidays celebrated in April,

September, and November- times were crafters are preparing to enhance their lives for

celebrations and yearly breaks to focus on specific holiday projects and ideas.

Media Type Priorities: Internet with a great emphasis in Google Keywords is my type

media type. While I only spent $8,844 to purchase placements for the internet I made sure to

choose at least 6 different websites and considered a total of 8 to buy advertisements from. To

better justify my priority I chose an emphasis in keyword searches and key phrases that totaled

$212,400 with ten specific words and phrases because of the ways crafters utilize search tools

provided by the internet.

I chose internet and search as my priority because crafters are constantly looking for new

and exciting projects, ideas, tools, and inspiration. I chose to pair keywords and key phrases with

internet because it makes sense. Crafters use internet search engines to discover new ideas, price

materials they are looking to purchase, and find how-to tutorials to complete their crafting

projects. Plus, search engines via the internet can be accessed almost anywhere. Crafters are able

search via the internet during downtime, at home, a restaurant, in a Lowe’s isle- basically any

area that internet access is available. It’s very unlikely that a crafter world carry a stack of

magazines with them or have the chance to catch a T.V show that serves their crafting interest

while on the go. When choosing my top media priority I thought of the ways crafters utilize

searches and how easy and sensible the internet is to operate in today’s day and age.

Magazines are my second media vehicle priority. Initially I though magazines would be

my top priority because of the price of magazine advertisements, but then I thought of where and

how crafters would access magazines- crafters can access information they need from internet

searches easier than magazines. I chose three magazines to purchase from, with ten insertions,

and spent a total of $230,145. After researching the topics, tutorials, and concepts discussed in

magazines I knew purchasing specific advertisement space in magazines would grab crafters’

attention. Seeing a Lowe’s advertisement that encourages readers to buy cork tiles from Lowe’s

next to a tutorial on how to make a cork placemat would grab a crafter’s attention and satisfy

their need to know where to purchase materials. Considering topics in magazines read by crafters

and where advertisements would ideally be placed helped my decisions in choosing my second

media type priority.

My final media type priority is T.V. This vehicle is my third priority because of the

availability of shows targeted towards crafters and the realities of watching T.V. In my search for

T.V. placements I found that networks do not necessarily target crafters in specific ways. If my

client was Dick’s Sporting Goods and my target was basketball fans I would have had a ton of

programs to purchase from. Because crafters enjoy a variety of activities in the crafting would I

had trouble pin pointing a high number of T.V. shows that would appeal to a large number of

crafters that have a variety of interests.

I chose two T.V. programs with 390 insertions for a total $22,754. With my placements I

reached only 13,915 households in my three cities. When choosing T.V. placements I thought of

how the advertisements would grab a crafter’s attention. My target audience makes close to

$50,000 in their household and have the means to afford luxuries like cable digital video

recorders (DVR) and TiVo. Realistically, crafters are not watching commercial advertisements

when watching T.V. They are fast forwarding through advertisements so they can receive the

information in T.V. programs faster, they would rather focus on a crafting challenge or a crafting

project than watch an advertisement. When choosing T.V. as my third media priority I

considered specialized programs and the realities of watching T.V. with today’s technological

advancements.

Specific Media Choices:

Magazine Choices:

Our discussions in class gave me a better insight to the world of magazine advertising

and why it is important to advertise with magazines. In our classroom discussions we understood

that there are 20,000 - 25,000 different magazines in the United States alone that tailor to a

specific group of people. I kept this astounding reality in mind when choosing magazines to

advertise in and when I completed my campaign schedule. My mission was to find magazines

that would offer a wide variety of content to attract the wide range of interest that crafters have.

To best fit the Lowe’s crafter I looked for magazines that tailored content to seasonal projects for

home decorating and crafting online and in the SRDS Consumer Magazine Advertising Source

Fall/Winter 2008 edition.

HGTV Magazine: HGTV Magazine is a monthly home lifestyle magazine inspired by

HGTV network entertaining and programming. This magazine has a combination of home

improvement project ideas with ideas for crafting for specified seasons and holiday themed

content. Because of the variety of specialized content I thought a 6 pass-along rate would be

fitting, crafters would think twice about handing this magazine to another person. The diversity

in the content also influenced my decision to run a continuous schedule. I knew that placing

advertisements in all three months would not negatively influence my budget because Lowe’s

crafters would be inclined to pick up this magazine and the following issues because of its

contents. I chose to purchase 6 1/3rd inside page advertisements in every campaign month for

$217,620. I imagine the advertisements to have a unified message. The message could be a step-

by-step process in making a crafting project like a bird house for the month of April, a autumn

door decoration for the month of September, and children’s turkey placemat for the month of

November. Spending $4.75 to reach each one thousand person is money well spent- this

magazine has content that will grab crafter’s attention and encourage them to pick up the next

issue to plan their next creative project.

Craft Ideas: This quarterly magazine attracts readers with special features in every issue

that include: how-to’s, step-by-step tutorials, trendy seasonal themes, and new products and tools

in the crafting world. I was forced to run my inside spread once in April because the magazine

does not publish in September or November. I chose to run a spread for $3,825 because of the

nature of the magazines content. I imagine the advertisement being a how-to feature that uses

only Lowe’s materials to create a decorative table spread for Easter. Tailoring this content will

grab readers’ attention and drive them to Lowe’s because the content would be specific to the

retail chain. Spending $16.14 to reach 237,000 audience members makes sense because of the

specified holiday content the magazine features. This specialized content creates a low pass-

along estimate of three because crafters would keep this magazine in their arsenal for ideas to

refer back to.

Decorating Digest: Decorating Digest is a bi-monthly magazine that features step-by-

step instructions for projects and resource guides that provide readers access to supplies. This

magazine attracts beginner crafters, this influenced my ad placement because I would be able to

attract beginners and encourage them to set their eyes on only Lowe’s. Because of my basic ‘get

them while they’re fresh’ strategy I imagine my 3 inside 2/3rd page placements to advertise tools

and services specific to Lowe’s, like the MyLowe’s customer program. Fortunately, this

magazine runs during all of my campaign months, so choosing a continuity scheduling strategy

made more sense. Crafters, especially those who are starting their creative journey would be

more than likely to not pass their magazine to another, this idea made my decision in a pass-

along estimate a 4. After reaching my calculations I knew that spending $6.97 to reach my

audience for a total of only $8,700 would be cost effective because of the supplies resources the

magazine offers and the beginning tutorial projects that magazine features.

TV Choices:

I assumed that TV placements would be the most expensive from studying Superbowl

advertising techniques and specifics in class. To my surprise I was very wrong, T.V.

advertisements were the third most expensive media vehicle. T.V. is my last priority so this

helped in considering the number of programs to search for to advertise in. Because of this

priority I purposely chose programs that are extremely targeted to crafters, making the ratings of

both television shows low and total cost for my campaign reasonably priced. I chose a mixed

scheduling strategy for both of my targeted T.V. programs because I did not want to annoy

consumers with advertisements and I did not want to waste monies on placements that could

have the greater chances to never be seen with today’s DVR capabilities. When choosing my

programs I tried to think realistic and considered what would be the most cost effective for my

campaign.

Craft Wars: This prime time program is an American reality show that has contestants

competing in craft challenges to win $10,000 prize. This show was hosted by actress Tori

Spelling and only ran for 1 season in 2012 on TLC. Because the theme of the show is craft and

competition specific I knew it would attract my audience and perhaps inspire them to try the

challenges themselves or be interested in trying out to compete in the show. In Salt Lake City,

Charleston, and Traverse City I chose to run 60 insertions for a total of 180 insertions with mixed

scheduling because I did not want to bombard viewers with advertisements and considered that

some households would not view them. While my CPM for this program is on the higher end at

$16.17, I figured that this show if targeted to entertain crafters in the cities and would be money

well spent.

Creative Juice: Creative Juice aired during morning and afternoon daytime hours

between 2006 and 2007 with 9 seasons on HGTV and the DIY Network. This entertainment

program featured art projects, home decorating ideas, and cooking ideas hosted by Daytime

Emmy nominated hosts Cathie Fillan and Steve Piacenza. This program appeals to crafters

because they are able to recognize and be shown how to complete home and art projects. This

show would encourage crafters to write down materials featured in the episodes and head to

Lowe’s to purchase them because of the specific content. I ran 70 insertions in all cities with an

insertion total of 210 with mixed scheduling because on the programs content. I made the

decision to purchase more placements for Creative Juice than Craft Wars because it would be

cheaper. After figuring calculations I was able to reach a total of 8,699 households and only

spent $9.63 to reach viewers. Considering the craft specific program content and award

nominated hosts I concluded that these T.V. placements were most cost effective.

Web Site Choices:

Crafters enjoy searching for crafting ideas and want to access information while on the

go. Because of these characteristics my goal was to pick websites and webpages to purchase

placements from that would entertain, inform, and tend to the needs of my audience. For all of

my internet choices I chose flighting scheduling methods because I knew banner advertisements

would not always get recognized on websites. My websites were categorized in entertainment,

food and drink, or home and architecture. Internet with an emphasis in keyword searches was my

top media vehicle priority when planning my campaign. While I only spent a total of $8,844 for

internet placements I think 3,105 total impressions and data collected from Compete.com with a

CPM of only $2.18 helped to justify my top priority choice.

Diynetwork.com/crafting page: This web page directs viewers to crafting tutorials,

articles on crafting projects, and top shows related to crafting that appear on the television

network. I chose to advertise with this website because Creative Juice aired on the DIY Network

and figured that viewers of the show would turn to Diynetwork.com to discover even more

crafting ideas. A total of 120,000 impressions for my campaign for a total of $441 helped to

justify my placement decision because the website helps to target crafters with its content.

Craftgawker.com: This website can be compared to Pinterest for crafters. This website

allows members to search for crafting ideas and save ideas to personal pages. Spending a total of

$3,714 with 1,350,000 impressions to reach 249 visitors per month is justified because of the

content the site offers. Because crafters are able to find millions of ideas, showcase their own

crafting projects, and save ideas to their profile I knew this target would be money well spent

when reaching a $4.97 CPM.

Hgtv.com/make-and-celebrate page: To better align my media buy together I chose to

advertise with this web page because of my magazine and T.V. purchases. This web page aligns

perfectly with my campaign schedule because the articles, videos, and photo galleries encourage

viewers to engage with content specified for holiday, seasonal, and celebratory crafts and

decorations. I considered the 3,128,000 unique visitors to Hgtv.com when choosing impressions

for this site. With a CPM of only $0.07 I was right in my internet decision, 60 impressions would

with the high number of unique visitors would bound to reach crafting audiences and have a high

chance to attract crafters to Lowe’s.

Craftgossip.com: Purchasing from this site almost seemed necessary when considering

their content. Craftgossip.com attracts 139,000 unique visitors with ideas that range from party

ideas to edible crafts, giveaways, and a site newsletter. Crafters would be attracted to this website

because of the wide variety of projects that use materials sold with Lowe’s. I chose 400

impressions for a total of $3,300 dollars because of the website features and encourages activity

with users. While the CPM for this website is high at $7.89 I think that the site content

encourages crafters to come back to get more ideas, which would allow for my placements to be

seen more by my target audience.

Marthastewart.com/create page: I cannot think of crafts without thinking of Martha

Stewart. Advertising with her site’s create page seemed to make sense because visitors are able

to access hundreds of crafting techniques, essentials and how-to’s for every crafting need. This

web page also prompts users to holiday themed projects found on the site, which keeps in line

with my campaign scheduling technique. To reach 3,302,000 unique visitors it only cost $0.04. I

was able to gain more bang for my budget buck when considering how many visitors

Marthatstweart.com has and little amount of money I spent to advertise with the site.

Bhg.com/diy-it-yourself page: My final internet insertion appeals to the DIY spirit

crafters have. The diy-it-yourself page on bhg.com offers 3,734 visitors with tips and tricks for

seasonal and trendy crafts. I chose to purchase 45 impressions with a total of $372 because I

knew that the number of unique visitors to the site were not all crafters. Bhg.com attracts visitors

that look for gardening, beauty, pet and other avenues to improve their lives. Spending money

that would not specifically attract my crafting audience did not make sense in the long run.

Pinterest.com/crafts search page: As an avid Pinterest user I know that crafts is a top

search and pining avenue on the site and would attract a number of crafters. I was unable to

receive a lot of data from this internet choice because Pinterest does not have specific banner

advertisement information available to the public. I would be interested to get more information

and to possibly understand how Pinterest makes money without banner placements- perhaps they

sell pins for advertising revenue.

Craftzine.com/craft page: Another website I considered was Craftzine.com’s craft page. I

was directed to this page by my magazine choice Craft Ideas, because it is the magazine’s

website. After looking at the content I decided that the amount of information geared towards

crafters was not substantial enough to advertise with the site. I found that there was a limited

amount of crafting information available on the site and would more than likely not encourage

my crafting audience to return to the site, this influenced my decision to not place internet

banners with Crafzine.com.

Google Keywords:

In choosing my keywords I thought of the basic websites that crafter’s would visit and

what specified searches they search for that would drive them to Lowes.com. I chose the basic

search “Pinterest crafts,” because crafters would enjoy going to a direct link to the pinning

website or be directed to blogs featured on the website through Google. Because crafters enjoy

finding ideas fast I wanted to start my first keyword phrase with narrow guidelines.

For my next nine keywords and key phrases: “Christmas wreaths”, “flower pots”, “glass

blocks”, “miter box”, “jigsaw tool”, “grommet installation”, “wood glue”, cork tiles, and

“adhesive remover,” I thought of what Lowe’s has offer customers. To pin point these targeted

search words and phrases I used the craft ideas and how-to guides on Lowes.com. I filed through

the 909 results and chose materials I felt would best target crafters. This strategy also would help

drive crafters to Lowe’s ensuring that I receive feasible results from 110 clicks per month

spending a total $212,400 and an average of $664 CPM for the campaign duration.

When deciding my Google Keyword Search campaign schedule I considered when and

how crafters would use the items. I chose to run “Pinterest crafts,” “glass blocks,” “grommet

installation,” “wood glue,” “cork tiles,” and “adhesive remover” during all three of my months

because crafters would search for these items all year round. These searches are broad and would

more than likely be includes in a crafter’s tool kit- these factors influenced my continuity

scheduling strategy. When choosing my bursting, mixed and flighting strategies I considered the

seasons these materials would be searched for the most. Cost effective concepts and getting the

most bang for my campaign buck helped to influence my scheduling decisions.

Justification of Money Spent: Although, I was allowed $600,000 to buy ten different

media types I only spent $474,143. Originally, I was over budget, but with careful consideration

I was able to narrow my media buys to three magazines, two T.V. programs, six websites, and

ten keywords and phrases to purchase from. By using a variety of scheduling techniques while

scheduling my campaign and considering what would best attract my audience for the least

amount of money I believe the strategies used are efficient for my client. I was able to provide

330 magazine and television insertions with a CPM of $11. I spent only $221,244 to reach

crafters on the internet and with Google keyword and key phrases. With the total money spent,

thousands of people reached with only 11 media vehicles and 10 internet searches I do feel I

created a campaign that intelligently considers when, why, and how crafters craft and what

measures need to be taken in order to gravitate this creative audience to Lowe’s.