Portland Children’s Museum

Media Plan Created by BasedGod Media

Austin Chan | Brett Carter | Calvin Gower | Kevin Flynn | Richard Swanson

Tables of Content

Situation Anaylsis 1

The Right Audience 3

The Right Medium Mix 6

The Right Exposure Level 12

The Right Timing 14

The Right Cost 18

Summary Objectives 20

Social Media Strategy 21

Citation Page 23

Situation Anaylsis Background + Objective + Summary

Background:The Portland area is a diversified and unique community with a population of over 609,000 people, with a wide range of activities for fam-ilies and their children. The Portland Children’s Museum’s two most significant competitors are the Oregon Zoo and the Oregon Science and Industry Museum (OMSI). The Oregon Zoo has about 1.6 million visitors a year, followed by OMSI with 600,000 visitors, and the Port-land Children’s Museum trailing both with only 250,000 visitors a year.

The Portland Children’s Museum closed its old location in December 2014 and will be reopening in its new location the first week of June 2015. This is a perfect opportunity for the Children’s Museum to re-evaluate objectives and create a media plan that highlights their strengths as a favored destination for families and children in the greater Portland area.

Background & Objectives

Advertising:1. Generate 40,000 clicks to our website from Google AdWord in 6 months.2. Increase awareness of the Children Measure to our target consumer by 20% before the opening. 3. Improve perception of Portland Children Measure as a fun family activity.

Marketing:1. Achieve a 20% increase in museum memberships in the first 3 months of re-opening.2. Achieve a 10% increase of the amount of field trips and group visits during school months.3. Achieve 20% growth in overall admission sales through the first year.

Summary

This media plan is built to define and attract the Portland Children’s Museum target market through the strategic use of television, radio, print, and adwords. The plan also includes elemental recommendations for public relations in regards to the reopening at the new location. The overall mission of this media plan is to transform the perception of the Children’s Museum from a sec-ond-thought activity to a go-to activity for families to be drawn to and enjoy on a regular basis.

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The Right AudienceTarget Audience + Demographics + Geographics +

Psychographics +Behavioristics

Target Audience

Based upon our generous budget and resources available. We chose to focus on reaching a larger amount of the au-dience by selecting women and men between the ages of 25-49 years of age.

It use to be that women were the main caregivers of the household but with the economy and households having roles varying. Men are also becoming the main caregivers of the household. This includes taking care of the children and taking them out for activities. The role of who does the shopping is split more evenly today than it has been in the past with women and men both doing the household shop-ping.

According to Allen and Gerritsen advertising agency who conducted a household work pattern survey for women and men found out that “44% of the study’s male respondents had the sole responsibility for grocery shopping for their household”. Male respondents were also found to be shar-ing 52% of the responsibility for “transporting kids to ac-tivities and attending school meetings”. “50% of men also share the responsibility for “helping kids with homework” (Watson 2013). This clearly indicates that neither gender is more important than the other. Men have increased shop-ping trip “shares” between 2004 and 2010 in almost all retail channels (Neilsen 2011).

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Demographics & Geographics

Demographics:When focusing on men and women, ages 25-49, the total target audience size falls just above 750,000 people. We feel that the Port-land and the Portland Children’s Museum see a huge diversity of visitors in terms of the types of parents that are bringing their kids in. With that being said, demographically speaking, our focus is on, again, men and women, ages 25-49, who have a household income level rang-ing anywhere from $30,000-$250,000 per year, with no particular focus on any race.

Geographics: We are targeting both men and women in the Portland, Beaverton, Gresham, and Hillsboro areas. These areas are all within a reasonable distance from the Portland Children’s Muse-um. The combined population for the four areas (as of 2013) is 909,763 persons.

Psychographics & Behavioristics

Psychographics: Our target audience is looking for a great educational expe-rience with their kids. In today’s society Dads are more en-gaged and active in making parenting decisions. They are easily influenced by their families and friends recommenda-tion of suggestions, being that those opinions matter most to them. They look for their peer’s reassurance that these recommendations will create a stronger bond between the two.

Advertisement will also play a huge influence on how our parents decide to spend their day with their kids. Our par-ents are looking for the best opportunity for their children to develop into the next genius, but also want the best possi-ble deal.

Behavioristics: These are parents that are looking for independent learning for their kids that they can feel good about. They want their children to learn by doing rather than Googling. They can be time-crunch parents that look to make up for lost time with kids with taking them on outings to places such as museums and aquariums. (Mintel, 2014)

This target audience relates to part of PRIZM’s “Kids and Cul-de-Sacs.” Their connection of education level, affluence, and children translates into a large opportunity for child-centered products and services. They order online from sites such as tar-get.com. You can also find this group of parents reading parents magazines. (Nielsen, Kids & Cul-de-sacs, 2014)

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The Right Medium MixOverview + Reach & Frequency + Television +

Radio + Print + Online

Overview

Bearing in mind that there are many types of media ve-hicles to choose from when creating an effective media strategy for the Portland Children’s Museum campaign. My business colleagues and I chose to select media types that would best benefit the campaign. For our media plan we chose to use television, radio, print and online. These types of media vehicles will allow us to acquire the specific target audience we are aiming for based on our available budget to spend.

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Reach & Frequency

The Portland Children’s Museum plans to have a reopening of their new location during the first week of June 2015. After having closed their doors in December of 2014 the Children’s Museum did no advertising and needs to develop a media plan to create awareness for the new location. By getting the word out through different mediums to the public that the Portland Children’s Museum is a fun and attractive place to come with your kids will help increase reach. The goal is to reach as many people as we can through our media plan to increase the maximum exposure levels towards our target audience.

Television & OnlineMicro: Television We chose to use television as a media vehicle which will promote immediate responses. This type of advertising is very convenient and will reach millions of viewers increasing reach. Television can create a lasting impression much better than other types of media as it combines audio, video and text to create a memorable impression that stays with your target audience. Sensory branding is created through television ads where the color of an ad can change the emotions someone feels towards an advertisement. Sounds such as jingles or catchy sayings can help create a memorable moment that stays with the viewer as well.

Macro Television: The strengths of television are good for that emotional messages are portrayed more easily to your audience. Can quickly build national reach and frequency with the vast majority that watch are pop-ular during prime time. LIfestyle and special interest targeting opportunities with cable allow you to control who sees your message. Television gives you the highest # of impressions for your dollar. According to Nielsen, 96.7% of American households own a television. (NY Times)

Micro: Online The reasons to use Google Adwords is that it allows your target audi-ence to be able to find you when they actually want to search for Port-land Children’s Museum. When people are searching for PCM it allows the target audience to be able to see your ads and only show them your ads on your website. The predictability is not just a shot in the dark and you are able to see traffic volumes, rankings and returns. Your ad is able to achieve high ranking and direct visitors to the relevant page on your site. The target audience is able to contact you if they need to whether it be through phone, email or physically going to the museum.

Macro: OnlineThe strengths of Google Adwords is being able to have your target audi-ence b able to find you based on key search terms. Being able to have the key search words be easily known towards your audience means that you will have more traffic sooner and have repeat visitors at Portland Children’s Museum.

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Radio, Print & Unused MediaMicro: RadioPeople are always listening to radio whether it be in your car, at home or while you are studying. The various ways radio can be con-veyed are through traditional home radios, car receivers, podcasts, online streaming of radio stations smartphone streaming of radio stations. Another way radio is helpful for conveying your message is that there is not as much “Noise” when you are in your car listening to the radio for example. We chose to focus on adult contemporary and adult alternative to focus on our core 25-49 year old audience.

Macro: Radio Ads can be scheduled close to the best buying times of the day such as 3pm - 7pm when people are in their cars driving home from work. Different types of programming formats provide some audience selectivity. The flexibility of ad lengths, sponsorships, and message types make for more variety in getting your message out to the audience. Radio ads have a strong sense of immediacy and is seen as a high-energy medium.

Micro: Print Two magazines were chosen in our ad campaign focusing on Portland Family and Metro Parent. Port-land Family has the most affordable pricing avail-able and offers you the most multi-media business development opportunities. The typical family mom is 25-54 years of age which hits our target audience nicely. Since 40K - 45K copies are released at lo-cations such as schools, doctor’s offices, libraries, restaurants and clothing stores. Metro Parent focuses on moms and dads who make buying decisions, activity choices and plans their children’s future. The magazine has a focus on edu-cation and learning plus family activities. The mag-azine is the most extensive and accessible calendar of activities and events in the region. The magazine also had the largest circulation of any area parent-ing magazine at 45K. Both magazines give us 110,000 each for total for readership.

Macro: Print Magazines ads have a long life and will last longer providing pass along at no additional cost. The audience segmentation and selectivity is key when targeting the portland families who are looking for activities to find in their local area. The creative can be very creative and personal to the reader relat-ing to their special interests they have. Magazines also offer the reader a discount code or coupon to receive a certain percentage off the membership at Portland Children’s Museum. Parents also use tab-lets and smartphones to view digital magazines.

Unused Media: OutdoorWe chose not to do outdoor as those types of ads are not cost beneficial to reach our audience based on our budget. Not everyone on the road is able to read the billboard ads as they drive by.

The Right Exposure LevelRollout + Campaign + Television +

Radio + Print + Online

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Rollout

The marketing and advertising objectives previously described mostly have to do with generating awareness and creating hype about the exciting reopening of the Portland Children’s Museum. With that being said, the rollout portion of the campaign is meant to achieve these objectives. To make sure that the audience is not bombarded with information, or, the opposite, not receiving enough information, the rollout campaign will occur 4 weeks prior to the reopening of the muse-um, rather than 2 or 6 weeks.The campaign in particular is made up of 75 total ads: 3 print ads, 8 television ads, and 60 radio ads. In terms of raw numbers for the rollout campaign, there will be a total of just under 1.3 million target audience impressions, which translates to 167 total TRP’s. The cumulative reach, using the Sainsbury method, came out to a total of 39.7% (see below for calculation of Sainsbury). During this rollout campaign, ¼ of the total budget was spent ($49,179 out of $200,000), and when ac-counting for total target audience impressions, there was a total CPM of $39.25 just for the rollout campaign.

Sainsbury:(RV1(.12)+RV2(.16)) – (RV1(.12)*RV2(.16)) = .2608(RV1,2(.2608)+RV3(.15)) – (RV1,2(.2608)*RV3(.15)) = .372(RV1,2,3(.372)+RV4(.04)) – (RV1,2,3(.372)+RV4(.04)) = .3968 or 40%

Cumulative Frequency:

Campaign

Over the course of the whole campaign there is going to be a total of 7.2 million target audience impressions, thus, with an audience size of just over 750,000 the total TRP’s of the campaign came out to be 965.28 (one TRP is equal to 1% of the target audience, which means our advertising campaign reaches out to 965% of our target audience). Using the Sainsbury method again, the cu-mulative reach came out to 85.1%, which translates to a frequency of 11. A frequency of 11 essen-tially means that for each member of the target audience, they are seeing a Portland Children’s Museum ad 11 times. Obviously, there is very little left over money after the $200,000 budget and when using a target impression amount of 7.2 million, there is a cumulative CPM (cost-per-thou-sand impressions), over the course of the 12-month campaign, of $27.52.

Cumulative Frequency:

Sainsbury:(RV1(.49)+RV2(.42)) – (RV1(.49)*RV2(.42)) = .7042(RV1,2(.7042)+RV3(.27)) – (RV1,2(.7042)*RV3(.27)) = .784(RV1,2,3(.784)+RV4(.31)) – (RV1,2,3(.784)+RV4(.31)) = .851 or 85.1%

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Television & RadioTelevision:Television is a huge focus of our ad campaign because of the quality of the ad itself and how effec-tively the target audience can be reached. Thus, a majority of our budget went towards television, a total of $101,350 was spent. Based on that number, there was a total of 48 ads that spanned across both prime and non-prime dayparts, on both local and national television stations. For our specific target audience, there was a focus on maximizing the number of impressions, thus a majority of the television vehicles chosen have high impressions numbers for both men and women, allowing us to get more impressions without having to spend any more money. For example, Big Bang/Two and a Half Men had 52,100 impressions for men, but also 51,100 for women which meant there was a total of 103,200 impressions for each Big Bang/Two and a Half Men ad. Total, the television portion of the campaign realized over 2 million target audience impressions.

Print & Online

Radio: As a media medium, radio has become less popular than it used to. However, it still has the ability to generate quality impressions in large numbers for people of a metropolitan area, like Portland. For the radio portion of the ad campaign, there are a total of 161 ads, with another 7 bonus ads that be-come available free of cost, increasing the actual total to 168 radio ads. Target audience impressions per ad range from 6,000 to 7,500, which means that the total number of target audience impressions reaches about 1.1 million. In the case of radio spending, there is a total amount of almost $40,000.

Print: Print allows for a good amount of impressions without having to spend a lot of money, as well as giving us the ability to gain a significant amount of bonus ads. In this ad campaign, there were 19 full page, no bleed ads that were purchased which accounted for 6 ¼ page ads, no bleed for free. Total, this means that just above $28,000 was spent. Of that $28,000, a total of about 2 million impressions were purchased with another 600,000 impressions coming from the bonus ads, totaling 2.75 million total target audience impressions.

Online:Online is the one medium that is experiencing advertising activity throughout the course of the entire year, therefore a substantial portion of the budget was set aside for this medium, specifical-ly $30,000. After much deliberation and brainstorming, there was a total of 59 quality keywords/key-phrases. The estimated cost-per-click was $2.54, while there was an estimated click-through-rate of 1.3% (see below for a graph of the Google AdWords forecast). The daily estimated amount of impressions was approximately 3,500 per day, which translates to a total of about 106,000 monthly target impressions per month and about 1.3 million target audience impressions for the year.

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The Right TimingOverview + Television +Radio +

Print + Online

Overview

The scheduling strategy for the Portland Children’s Museum has been planned out for a scope of the full first-year of re-opening. The timing behind the chosen media strategy consists of a heavy rollout period starting in the beginning of May. This will be crucial for gen-erating hype around the new location and create more awareness of the re-opening before actually opening the doors. The rest of the year consists of four pulsing periods during the beginning of summer (first month of opening), the end of summer before kids go back to school, winter break, and spring break. When looking at the months chosen for pulsing, the previous statistics of museum attendance was considered; but it was also important to established what months we felt would present the most substantial opportunity for attendance and sales with a new location, image, and strategy for the museum. Though there will be consistent advertising throughout the whole year, it is believed that the pulsing periods chosen have the greatest opportunity for increased attendance. Television and radio will be bought on a larger scale pulsing schedule, with print having smaller peaks. Online will maintain at a consistent continuous level through-out the whole 12-month period. A basic breakdown of the scheduling for each media chosen is provided below.

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Televison,Radio,Print,& OnlineTelevison: A total of 50 TV ads will run over the course of a 12-month period, across 8 different shows and time slots. The rollout phase for TV will consist of 8 ad-vertisements running in May. The pulsing periods will consist of 6 advertisements in the month. The remaining months out of the year will have 2 to 3 advertisements. The distribution between what shows chosen to advertise on is generally spread even throughout the 8 different options. The ads are also spread fairly even throughout the month. For the most part, the shows with more impres-sions were chosen to advertise more heavily on during the rollout and pulsing periods.

Radio: A total of 168 radio ads will air over the course of a 12-month period, across 4 different radio stations in the 3 to 7 pm time slot. The rollout phase for radio will consist of 60 total advertise-ments running in May. The pulsing periods will consist of 20 ads to run during the month. Other months will only consist of only 4 ads. Similar to the strategy for TV, distribution between the 4 different stations is generally spread evenly, as well as laid out over the course of the month when possible. Stations with more impressions were focused on during pulsing periods and the rollout. A total of 7 out of the 168 advertisements are free bonus ads. These were used during pulsing periods to cut higher monthly costs.

Print: A total of 25 print advertisements will be purchased consisting of 19 full-page print ads will be placed in Portland Family as well as 6 ¼ page ads in Metro Parent over the course of a 12-month period. The rollout phase for print will consist of 3 full-page advertisements. Pulsing periods will consist of 3 ads with the remaining months just consisting of 1 to 2 ads. Though 2 to 3 ads in one month’s issue can seem a little heavy, it will guarantee readers are see-ing the ads during months of big opportunity for the Portland Children’s Museum.

Online: This form of media will remain consistent to maintain awareness of the museum through-out all months. With the use of Google Ad-words at any time, the Portland Children’s Museum will stay relevant when parents are searching for activities for their children year-round.

The Right CostMedia Summary + Cost Summary

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Media Summary

Total Universe: 752,391

The 12 month media plan will reach 85.10% of the target audience. The target audience is expected to see those ads on an average of 11 times. It will cost approximately $27.64 for every 1000 views on an ad. For every 1% of the audience captured, it will cost $207.06

The rollout phase of the media plan will reach 46.54% of the target audience. The target audience is expected to see those ads on an average of 5 times. It will cost ap-proximately $29.05 for every 1000 views on an ad. For every 1% of the audience captured, it will cost $295.33

Cost SummaryThroughout the 12 month campaign $199,877 of the $200,000 budget will be spent. Accounting for 50% of the budget, TV is the most costly media vehicle in this plan but also generates 2,112,300 im-pressions. Print produces the highest amount of impressions at 2,750,000. This media plan is expected to produce 7,262,700 impressions throughout the campaign.

During the rollout phase of the plan, 25% of our total budget will be used. A total of 1,692,850 target impressions are expected to be generated during the rollout phase. Print serves as the main media vehicle during this phase as it generates 45% of the total impressions.

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Summary Objectives Overview + Social Media

Cost Summary

Audience & DeliveryAchieve a reach of over 40% among men and women 25-49 with a child during the roll-out phase. Achieve over 950 Target Rating Points among men and women 25-49 with children throughout the entire media plan.

Strategic & TacticalStrategy: Front-end loaded scheduling pattern with heavy seasonal spikes during winter and spring seasons to reach enormous number of target audience members, and conti-nuity patterns throughout the year.

Tactical: Rollout phases include a pulsing pattern for television, radio, print and with a continuity pattern for online media through the use of Goggle AdWords.

Cost & EfficiencyAchieve an average CPM under $30 for the entire media plan. Achieve a reach of over 80% of the target audience for the entire media plan.

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Social Media StrategyOverview + Social Media

Overview

Through the use of social media, we will be doing a campaign called #Kaizen, which is Jap-anese for continuous improvement. The purpose of this campaign is to promote the con-tinuous improvement of both parents and children throughout the first opening year of the children museum. It will allow participants to share their special moments on social media outlets, as well as to learn new parenting styles from one parent to another. This social media campaign will be part of the yearly media coverage and will utilize all media platforms (Face-book, Instagram, Twitter, Vine). We will also create a partnership throughout the Portland metro area to increase interaction between our campaign and our target audience.

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Social Media Create an account to promote continuous improvement by providing our followers with ways to improve children knowl-edge and techniques to use as a parent. The account will also promote businesses in the Portland area such as kids club, boys and girls club, after school activities, and etc as ways to improve. This will display all the possible options for their children to improve and also promote and bring awareness to the children museum.

Individuals will post pictures of continuous improvement throughout the year through pictures. We will have poster board with our Portland business partnership throughout the year that will allow individuals to pose and take pictures.

Create an account to promote continuous improvement by pro-viding our followers with ways to improve their child’s knowledge and parenting techniques they can use themselves. The account will also promote businesses in the Portland area such as kids clubs, boys and girls clubs, after school activities, etc. This will display all the possible options for children to improve and pro-mote and bring awareness to the children museum.

Create a page to promote marketing activities of the Children’s Museum, and also promote continuous improvement by pro-viding our followers with ways to improve their children’s knowl-edge and parenting techniques they can use themselves.

Reward: An intern will go through the pictures and videos on a daily basis and will message certain selected indi-viduals for a free trip to the children museum and will also be allowed to post their social media message on the display board inside the Portland Children’s Museum for all to see. Followers of our social media outlets will also benefit from learning the multiple activities that Portland offers for children as well.

Work Cited

Brodesser-akner, Taffy. “My Life as a Television Throwback.” The New York Times, 24 Nov. 2012. Web. 13 Mar. 2015.

Hale, Todd. “Newswire .” Newswire. The Nielsen Company, 11 Mar. 2011. Web. 10 Mar. 2015.

“Kids as Influencers: Activities Typically Done With Kids on a Weekly Basis.” Mint el. Mintel Reports - Mintel Group Ltd., Apr. 2014. Web. 15 Mar. 2015.

“Kids & Cul-de-sacs.” PRIZM Market Segmentation Research, Tools, Market Seg ment Research,. Nielson, 2014. Web. 11 Mar. 2015.

Nguyen, Lan. “Six Tips for Marketing to Parents.” TheStreet. N.p., 22 May 2008, Web. 6 Mar. 2015

Simon P Anderson - Jean J Gabszewicz - Core Discussion Paper No. 2005-88 - Charlottesville - Social Science Publishing Inc. - December 2005

“State and Country Quick Facts.” Census Bureau. Census Bureau Reports. Feb 2015. Web. 15 Mar 2015

Watson, Bruce. “More Women Are Bringing Home the Bacon, but More Men Are Shopping for It - DailyFinance.” DailyFinance.com. AOL Inc., 29 May 2013. Web. 13 Mar. 2015.

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