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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 Australia Zoo and September 2015 school holiday

Marketing objective Drive sales over the holiday period

Communication

Objectives

• 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.

Timing 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

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18%

36% 27%

19% Parents with children 6-8years

Married

Employed full time

Sometime Grocery buyers

Demographics

Psychographics

Busy Life Watch TV

Difficult to switch off work

Responsibility in the job

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Media Consumption

0

20

40

60

80

100

120

0.00%

20.00%

40.00%

60.00%

80.00%

100.00%

120.00%

Newspaper Magazine FTA TV Radio Internet Cinema OutdoorAdvertising

v%

ix

97% of audience read newspaper in last 7 days

89.7% read magazine

88.4% of audience watched FTA TV in

the last 7 days

Internet = Facebook, Twitter and YouTube

75% of audience listen to radio

Number of target audience seen outdoor advertising of 60.5%

64.8% of audience have been to cinema in last 4 weeks

Key Insights

The Australia Zoo insight is to bring the family together and to have a special memories time together with a family.

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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

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QR code

• Access information quickly and immediately

• Expand promotional reach

• Integrate more than one medium

• Increase participation or consumers

(Allegra, 2011 )

•Provide a great physical experience

•Increase people to spend time with family, friends or colleges.

(Conceptis Puzzles, 2013; Shofali, 2015; Robinson, Smith & Segal, 2015 )

Activities

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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 cost-effectiveness, captivity and attention

• Costs and lack of selectivity

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Radio

• 75% listen to radio of families with pre-teen school-aged

• 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

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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

QTQ 9

FM 97.3 (21.9-3.10)

Courier –Mail (28.9-2.10)

Internet Facebook

13 September 3 October

$122845.2

$21360

$22568.04

$6000

Internet Twitter

$6000

Internet Online Video

$16000

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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

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Budget

Media Investment % of Investment

($200000)

Television-QTQ9 $122845.2 61.42%

Radio-97.3 $21360 10.68%

Newspaper-CourierMail $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.