UNIVERSITY CENTER

2015 MEDIA PLAN

ALICIA COYNE ASHLEY BOTT LIZA MCCANN• •

TABLE OF CONTENTSINFLUENCING CONDITIONS

MEDIA STATEGY

MEDIA OBJECTIVES

THE MIX

Brand..........................................................................3Campaign Objectives...........................................3Target Audience.....................................................4Geography...............................................................4Competition............................................................4Timing........................................................................5Market Opportunities..........................................5Budget.......................................................................5

Target Audience....................................................6Geographical Coverage......................................6Scheduling and Budget......................................6Creative Implications...........................................6

Media Strategy......................................................7Media Mix................................................................7

Television...........................................................8,9Radio.................................................................9,10Magazine.............................................................11Online...................................................................12Social Media.......................................................12Digital Radio.......................................................13Guerilla.................................................................13Out of Home......................................................14

BUDGET SUMMARY .......................15

INFLUENCING CONDITIONS

BRANDUniversity Center has a wide variety of degree programs that are conveniently located in Sioux Falls and allows students to attain a degree without putting their lives on hold. University Center o�ers �exible and a�ordable degrees that are o�ered through six South Dakota universities, located in one place.

CAMPAIGN OBJECTIVESThe objective of this campaign is to create an e�ective mixture of media that will help promote the University Center and its bene�ts, in turn increasing enrollment. The campaign is targeted at adults ages 18-34 in the Sioux Falls metro area and a 30-mile radius.

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TARGET AUDIENCETRADITIONAL STUDENTS18-20, straight out of high schoolQualities: unsure, excited, other priorities keeping them in Sioux Falls

NEW “NON-TRAD” STUDENTSVariety of age groupsQualities: independent, strong, curious, fun, smart, working and determined to earn a degree

COMPETITION

GEOGRAPHYThe campaign will be concentrated around the Sioux Falls metro area and surrounding towns with populations over 2,000 people.

SURROUNDING TOWN POPULATIONSHarrisburg - 2,861 peopleDell Rapids- 3,728 peopleBrandon- 9,531 peopleCanton- 3,724Flandreau- 2,301Tea- 4,427 peopleHartford- 2,926 people

Thirty-seven percent of enrollees only considered University Center when choosing where to attend college. Our target demographic will be targeted by other 4-year degrees located in and around Sioux Falls as well as 2-year programs for students not interested in the full commitment of attending a university or college degree program.Competition includes

• Southeast Technical Institute• University of Sioux Falls• Augustana College• South Dakota State University• University of South Dakota• Northern State University• Killian Community College• Dakota State University

TIMING

MARKET OPPORTUNITIES

The campaign will target students beginning in April when graduation time is approaching and then will continue until the last week in August when fall classes begin. The advertising will become more dense throughout the summer as the deadline to enroll approaches. Key dates include:

• April 13th- Open Registration• August 24th- Con�rmation Deadline• August 25th- Fall Classes Begin

Television remains a consistent leader when reaching people e�ectively. • There are 262,520 homes with televisions in Sioux falls • 57.8% have cableRadio is an e�ective media outlet, reaching people as they commute to and from work or school. • HOT 104.7 • KRRO 103.7 • Big Country 92.5The target market spends much of their time on their mobile devices, thus making online advertisements on local news sources as well as social media accounts e�ective when reaching them. • Facebook • TwitterSioux Falls brings in many people during the summer months at events hosted throughout the community. Being a presence at these events will be a vital addition the media mix. • 605 Classic (June 19-20) • Sioux Empire Fair (July 31-August 6) • College career fairs (May) • Jazz Fest (July 16-18)

BUDGETThe total budget is $250,000. We scheduled $241,288. The rest of the money will be allocated to extra unplanned expenses that arise throughout the campaign.

MEDIA OBJECTIVES

TARGET AUDIENCE

GEOGRAPHICAL COVERAGE

SCHEDULING AND BUDGET

CREATIVE IMPLICATIONS

Direct advertising towards potential enrollees of the University Center in the two selected demographics of traditional students and “non-trad” students through the most e�ective mixture of media.

Ensure the media plan reaches a 30-mile radius of our target market. Our primary target will be the Sioux Falls metro area. The secondary target is surrounding towns with a population of 3,000 people or higher.

Deliver advertising beginning in April using lower reach/frequency and around 30% of the budget. Increase advertising starting in July and use higher reach/frequency and the remaining 70% of the budget due to the approaching con�rmation deadline. • April 13th - Open registration • August 24th - Con�rmation deadline • August 25th - Fall classes start • Students typically make the last minute decision to enroll

Direct advertising towards potential enrollees of the University Center in the two selected demographics of traditional students and “non-trad” students through the most e�ective mixture of media.

MEDIA STRATEGY

MEDIA MIX

The University Center media mix will include television, radio, social media, Pandora and Spotify, online display advertisements, magazine, digital billboards, and guerilla marketing e�orts. This mix will be implemented through April-August. Each will be used during the week at the most e�ective time. The information is introduced early on in the months of April and May to begin gaining exposure. Gradually, the advertising increases during June and July and will end strong in August when registration ends and classes begin. The media selected for this campaign was chosen to emphasize the �exibility and bene�ts of University Center as well as important dates to remember as enrollment deadlines approach. The media mix works together to build awareness and ends with the highest amount of exposure when students are most likely to make the decision to enroll.

TELEVISION

WHY TELEVISION?Local TelevisionMidcontinent reaches 54,200 people in the Sioux Falls area, which is around 53% of households. Advertising on cable networks reaches the target demographic when they are tuning into current events in the Sioux Falls area.

According to the Hearst Television Study on the Unique and Powerful Selling Proposition of Local Television News, 73% agree that watching Local Television News is an essential part of their lives.

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Broadcast TelevisionAlthough broadcast television is more expensive, it has a broader reach than advertising on local cable television. Since the campaign is local, cable television will take precedence but advertising via broadcast is still a vital part of the media mix.

DAYPARTSIt will be most e�ective to advertise during the Prime Access, PrimeTime, and Late News dayparts on both cable networks and broadcast networks.These times have the highest ratings among our target demographic and will be most e�ective when trying to reach them. Placing more advertising during the months of July and August will reach the target audience when they are most likely to take action and enroll at the University Center.

UNIT SIZE30-second spots will be played on various networks at various times during the day.

NETWORKSThe following cable networks are successful in reaching the target audience of 18-34 year olds, which fell within the network pro�le ages of 18-54. •E! •BRAVO •ESPN •MTV

TELEVISION (continued)

SUMMARY

RADIO

WHY RADIO?Radio is a vital media tool in the Sioux Falls and surrounding area. It is important to advertise via the radio because the target demographic will most likely be driving to and from work or school during speci�c parts of the day, and the stations that have been selected are those that reach the target audience the best.

STATIONS

BIG COUNTRY 92.5 • Country music • Adults 25-54

HOT 104.7 • Mainstream Top 40 music • Adults 18-49

KRRO 103.7 • Rock music • Adults 18-44

Radio station selection is based on the highest listenership amongst the target demographic in the Sioux Falls area.

SIZE30-second ads will be just enough to deliver the message while not boring listeners with an advertisement containing too much information at one time.

FORMATS AND DAYPARTSAdvertise on Hot 104.7 during speci�ed 2-hour time slots between the hours of 7-9am as well as from 4-6pm. The pricing of Hot 104.7 is $37 per slot.KRRO 103.7 is pricy during the morning commute and reasonable and equally e�ective to advertise during the afternoon commute. Placing advertisements during the 3-8pm time slot will cost $44 per slot.Big Country 92.5 has the highest amount of listeners during the morning commute. Placing advertisements between the hours of 5-10am costs $54 per slot.

RADIO PROMOTIONSRadio talent will promote day-of-event giveaways where the �rst 100 people to stop at the University Center booth will receive a free prize. (See OOH for details)

RADIO SCHEDULING STRATEGY AND COST

MAGAZINE

WHY MAGAZINES?The campaign could reach a high percentage of the target audience by advertising through magazine. According to 605 Magazine, 77% of their readers look at the advertisements on the page when they are reading an article. Also, 74% of the readers of 605 Magazine are between the ages 18-34, which falls right into the target age group. Magazine will be a valuable medium to implement due to their long shelf life and �exibility with advertisements.

605 MAGAZINE605 Magazine o�ers a print copy as well as an online copy of their issues. According to their website, 30% of their readers pick up the print copy and read it online. 605 Magazine also has a strong existence in social media, with over 12,200 followers on Facebook, Twitter and Instagram they would reach the target audience. With their overall presence online, 605 Magazine would tie in and compliment the digital advertising for this campaign.

COST AND SCHEDULINGThe advertisements will run during the May, June, July and August issues. Advertising on the back cover is slightly more expensive but it has the potential to be e�ective and can draw in more attention.

ONLINE ADVERTISING

SOCIAL MEDIA

WHY DIGITAL?The target audience tends to use online news sources instead of reading the actual newspaper or watching the news on TV. A total of 4,000,493 people will be reached by Keloland and 1,748,000 people will be reached by Argus Leader monthly on both desktop and mobile devices. It is important to advertise on both sites because the target demographic is seeking convenience and accessibility to news on the go.

SUMMARYDigital banner advertisements are e�ective but are not the highest priority, therefore the �ights are somewhat low. Since the CPM for a Keloland Banner advertisement is $5 and only $500 per ad, the campaign will incorporate �ights for the last two weeks in June, the whole month of July and the �rst three weeks in August before the application deadline. Since the Argus Leader homepage pushdowns are $1600 per day with a $9 CPM, only two ads will be placed in August, the day before the deadline, and the day of the deadline.

FACEBOOKFacebook has mastered the way advertisements are placed to reach speci�c demographics in a speci�c area. The target market is spending a lot of time on Facebook, both on mobile devices and desktops. A campaign that promotes enrollment at University Center from the beginning of May until the last day to enroll is estimated to reach 840-2,200 people ages 18-24 daily with a budget of $350 dollars.

TWITTERTwitter proves to be an increasingly popular form of media for people ages 18-34. Twitter provides real time news and current events, unlike other social media platforms. The advertisements appear in peoples’ stream of tweets which increases engagement because most of the time, viewers aren’t aware that the tweets are even sponsored. Twitter lets you choose the amount that you want to spend over a period of time and from that, it will dictate how many ads are placed. In consideration of the Facebook budget, we matched the $350 to be spent on a Twitter campaign.

GUERILLA TACTICS

DIGITAL RADIO

WHY GUERILLA?The guerilla marketing strategies that will be most e�ective and e�cient will include handing out blankets to the �rst 100 people to visit a University Center booth at an event, such as the fair. At a career day, water bottles could be given out that are all printed with the University Center on it. Other place-based opportunities are Jazzfest and 605 Classic. These are all great opportunities for reaching the target audience.

COSTS AND IMPLEMENTATIONPromoting University Center at events will engage a large audience, including the speci�c target audience. By having booths at Jazz Fest, the 605 Classic and the Sioux Empire Fair and giving away SWAG to the �rst 100 people who visit, it will generate excitement towards the campaign. People who receive the SWAG will promote University Center every time they use the promotional product. We estimated $500 in booth costs, 300 blankets with UC logos on them at $2,348 and 500 water bottles for career days that cost $1940.

WHY DIGITAL RADIO?Many people ages 18-24 are not listening to local radio stations for leisure except for the commute to and from school or work. Instead, people are tuning into online music options, where they have personalized radio stations and playlists that they have created, where personalized advertisements reach speci�c demographics. This will help reach the speci�c target demographic of University Center.

COST AND PLACEMENTThe average net cost for advertising on both Spotify and Pandora is $13, making the gross cost $15.29. Digital radio is relevant in the target audience’s daily life so it is worth the cost. Considering there are approximately around 40,000 people in the Sioux Falls market that are between the ages of 18-34 and according to their website, Spotify reaches around 46% of this age group, we are going to try and reach 80,000 impressions a month. This will cost for each digital radio station is $1,223 a month for the 5 month period, totaling in $6,116. The combined total of both Pandora and Spotify will be $12,232.

WHY OUT OF HOME?The University Center target audience has an on-the-go lifestyle and out of home advertising markets to that. The use of digital billboards will reach those traveling in, out, and around the Sioux Falls area. The use of a mall backlit panel will reach a large percent of the target audience because it is a popular social hub.

DIGITAL BILLBOARDSOutdoor digital billboards will o�er �exible, time-sensitive, targeted and e�cient advertisements placed within the Sioux Falls market. The two digital billboards will be displayed May-August and will cost $4,512 per 4-week period, totaling in $18,048.

MALL BACKLIT PANELBeyond a retail experience, malls have become community centers for social activities and attract many throughout the population. A mall backlit panel will o�er the opportunity for University Center to be a part of that experience. It will reach the target market e�ectively and e�ciently. The panel will be displayed May-August and cost $940 per panel per month, totaling at $3,760.

PERMANENT BILLBOARDSOutdoor billboards are an e�ective strategy because they can be placed in high-tra�c areas where people will see them. Using billboards for the duration of the media campaign ensure they will be noticed and become a daily reminder for those traveling by regularly. Three billboards will be displayed May-August and will cost $3,655 per 4-week period each, totaling in $43,860.

OUT OF HOME

Budget

BUDGET SUMMARY

SUMMARYThe total budget is $250,000, in which we scheduled $241,288. The rest of the money will be allocated to extra unplanned expenses that arise throughout the campaign. • Television: $124,880 • Magazine: $6,400 • Digital: $7,700 • Radio: $18,860

• Digital Radio: $12,232 • Social Media: $700 • Out of Home: $65,668 • Guerilla: $4,788