Dream Media

Anushka, Georgia, Li Shan, Clara, Farisia

‘Bringing you closer’

Universal Studios in Singapore (USS) is the first from its franchise to launch in Southeast Asia. Ranked the number 1amusement park in Asia by TripAdvisor. USS offers thrilling rides over 7 different themes.

The RIDE!!!The Battlestar Gallatica was primarily shut down due to the safety concerns. However after careful measures undertaken, we plan on proposing media strategies which will attract visitors and highlight the safety precautions USS has taken to ensure consumer wellbeing.

• Age 15 - 34

• Total population size: 1,068,678

• Primary target: 15 - 25

• Secondary target: 26 - 34

Target Audience:Demographic

Psychographics

• Increase usage of smartphones

• 44% of the survey respondents spend more than 6 hours on the internet

• Millennials spend 3.4 hours a day on mobile phones (social media, watching videos, online shopping)

• Socially active• 48% of the survey respondents engage

in social activities twice a week• Trend savvy, research and reviews blogs

before purchasing

Marketing Objectives:

75%Brand

awareness

45%Annual

Revenue

Safety Awareness

Awareness & interest

Positive perception on safety

Generate purchase intention

Advertising Objectives:

Media Plan Objectives:

Reach

75%

TotalExposure

80%3 Hit

Theory

Creative

Creative

• Subtle reinforcement message on the safety of the ride

Media Categories

Media Categories

Above the line

• Television

• Newspapers

Below the line

• Internet • Magazines

• Spotify

• Out of home

Ads in magazines: 62%

Ads in newspaper: 62%

Outdoor advertising: 60%

Ads on TV: 67%

Broadcast Media: FTA

Broadcast Media: FTA

Duration: October 2017, 4 Weeks

• 9PM Blockbuster on Channel 8 (2 spot)• Popular among a wide target audience

• 9PM News 5 on Channel 5 (1 spot)• Targets the working adults

Total Costs: S$19,800Breakdown: S$500 x 3 x 10% = S$1,650/spot

Duration: October 2017, 4 Weeks

Broadcast Media (Channel 8)

Audience Size: 216,240 TARPS: 20.2 TCPM: S$3.09

Broadcast Media (Channel 5)

Audience Size: 570,963 TARPS: 53.4TCPM: S$1.54

Broadcast Media: Spotify

Broadcast Media: Spotify

Duration: August – October

• 1 out of 4 youths uses Spotify

• 63% of Singaporeans (age 15 – 34) stream music

Total Costs: S$10,000

Print Media

• Newspaper : Today

Print Media: Newspapers

Print Media

Duration: August - October• 2 inserts per month (HPFC)

• Total cost: $53,952

• RPC: 1.88

• 23% of those age 15 – 29 years old read local digital news on mobile devices

• Newspaper remains Singaporeans main choice of news

Print Media: Magazines

Print Media: Cleo Magazine

• August & September

• Cleo 2 spots (HPFC)

• Lifestyle section

• RPC = 1.90

• CPM: $26.24

S$2,650 • Roadmap for young women

Magazine: 8 Days

• September

• 4 weekly insertion spot (HPFC)

• Lifestyle section

• RPC : 1.61

• CPM: $S14.88

S$7,200

Internet: Social Media

Internet Media

Instagram

• 15 seconds commercial

• In-stream Advertising

• August to October (12 weeks)

• TCPM S$ 4.21

Adspend SGD

TimeSep OctAug

S$4,500

300,000 views

• Boost post engagement

• August to October

(12 weeks)

• TCPM: $S7.74

Facebook

$8,280S$90 per day

1.38 million views

Adspend SGD

TimeSep OctAug

YouTube Advertising

• 15 seconds commercial

• In-stream Advertising

• August to October (12

weeks)

• TARPS: 97.2%

• TCPM: S$4.86

Adspend SGD

TimeSep OctAug

S$5,200

1.04 million views

Social Influencer: Advertorial

• 4 blog editorials

• August : 1 post

• September : 2 posts

• October: 1 post

• TCPM: S$6.91

S$8,000

840,070 readers (18-34)

OOH: Transit Ads

OOH: Transit Ads

• Platform Screen doors• Location: Dhoby Ghaut (NEL)

• iPlasma platform television• Location: Woodlands (NSL)

Tampines (EWL)

Duration: August (first two weeks)Duration: September (4weeks)

Total Costs: S$24,200 Total Costs: S$60,000

OOH (Platform

Screendoors)

Total Audience: 137,681TARPS: 12.88TCPM: 22.64

OOH (iPlasma)

• Total Audience: 360,266• TARPS: 33.7• TCPM: S$56.14

Out-of-home Advertising (Transit Ad)

50 Wholly Painted TaxiDuration: August - October

• Widen target audience• Great mobility, able to penetrate various locations

• TARPS:• Total Cost: $48,000

Budget & Schedule

Media Appearance Schedule & Budget

Augus Week Size Rate Cost

Media Vehicles 1 2 3 4

Transit Ad

(MRT iPlasma)

2 locations

(Woodlands &

Tampines)

15 secs $25,110 $50,220

Cleo magazine 1 insert HPFC $2,650 $2,650

Today

newspaper

1 insertion per

week

HPFC $8,992 per

insertion

$17,984

Spotify Audio ad between songs 15 sec $10,000 $10,000

Influencers 2 Influencers, blog post - $2,250 $5,500

Taxi 50 wholly painted taxis

- Weekly

rate: $80

per taxi

$16,000

Social media YouTube, Facebook, Instagram - - $7,360

Total: $109,714

$109,714 out of $290,262

September Week Size Rate Cost

Media Vehicles 1 2 3 4

Cleo 1 insert HPFC $2,650 $2,650

8 Days magazine 1 insert per week HPFC $1,800 $7,200

Today

newspaper

1 insertion per week HPFC $8,992 per

insertion

$17,984

FTA (Ch 5,8) 1 spots per

channel,

during

primetime

15 secs $2,970 per

week

$2,970

Transit Ads

(Screen doors)

96 MRT Screen Doors

(Dhoby Ghaut)

- $40,000 $40,000

Taxi 50 wholly painted taxis

- Weekly

rate: $80

per taxi

$16,000

Social media YouTube, Facebook, Instagram - - $11,260

Total: $98,064

$98,064 out of $$290,262

October

Week Size Rate Cost

Media Vehicles 1 2 3 4

Influencers 2

Influencers,

blog post

- $2,250 $5,500

Today

newspaper 1 insertion per week

HPFC $8,992 per

insertion

$17,984

FTA (Ch 5,8) 3 spots per channel , per week during

primetime

15secs $8,910 per

week

$35,640

Taxi 50 wholly painted taxis

- Weekly

rate: $80

per taxi

$16,000

Social media YouTube, Facebook, Instagram - - $7,360

Total: $82,484

$82,484 out of $290,262

Measurement & EvaluationMedia Objectives Evaluation Method

To reach 75% of the target audience within 12 weeks.

At the end of the 12 weeks, a test in the form of a survey will be organized to determine:• In the past 3 months, have they been to Universal Studios? • In the past 3 months, have they been on the Battlestar Galactica ride?

To increase the customer database by 15% of the target audience within 12 weeks.

At the end of the 12 weeks:• Compare and track sales • Compare and track the website's traffic

• This can assisted through cookies to identify visits

Measurement & EvaluationMedia Objectives Evaluation Method

• To achieve at least 80% of the target market who have been exposed at least 3 times to the communication effort within 2 weeks.

At the end of the 12 weeks, a test in the form of a survey will be organized to determine:

• In the past 3 months, have they been to Universal Studios?

• In the past 3 months, have they been on the Battlestar Galactica ride?

• How did they find out about the ride? • Where have they seen the advertisements

for the Battlestar Galactica ride? • How often have they seen the

advertisements?

Conclusion

• Our media recommendations will aid Universal Studios to attract local Singapore residents and achieve the planned

objectives

• Through the media budget of $300,000, the channels and

vehicles chosen are positioned well to efficiently communicate with their target audience

Thank you