Media Strategy: PPQ Cardashians Blueprint Communications for - - PowerPoint PPT Presentation
Media Strategy: PPQ Cardashians Blueprint Communications for Personalised Plates Queensland The Team: Niamh Burke n8831963 Patrice Byatt n9147349 Katelyn Macaione n9101748 Nicola Ward n9054511 Date: 6pm 02/06/16 Tutor: Hannah Rowe
Blueprint Communications for Personalised Plates Queensland
The Team: Niamh Burke n8831963 Patrice Byatt n9147349 Katelyn Macaione n9101748 Nicola Ward n9054511 Date: 6pm 02/06/16 Tutor: Hannah Rowe Presenting to: Liza Avgoustakis
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Four Sections
Insights to the Product and Target Audience Media Objectives and Media Strategy Media Channels Media budget
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Personalised Plates Queensland (PPQ) work hand in hand with the Department of Main Roads to create and build a range of unique number plates. They strive to target different segments in the market to advertise their many ranges of plates to. Their product is distinct to every customer, with no two plates ever the same making the
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$5000
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Lay-By
Enhancing a customer's purchase experience, through the evolving ecommerce technology is a winning strategic decision (Doherty and Ellis-Chadwick, 2006).
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Competition
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Combating competition
Focus on what motivates purchase behaviour and when does the consumer most desire a status product (Rucker and Galinsky, 2008)
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Keeping up with the ‘Cardashians’
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A Cardashian wants to project their ideal self, using both personal belongings and social cues to assist in personifying their personality.
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To create a high reach, low frequency campaign targeting the consumer group of Cardashians across a
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To catch Cardashians in a moment of self consciousness, when the cognitive dissonance of who they currently are and who they want to be is high.
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Create awareness and hype Position plates as an
style and personality Maximise reach and frequency Motivate purchase through contextual environments Drive prospects to research, enquire or purchase 600 plate sales in July 20K+ unique landing page views 4K new Facebook fans 8K new PL8M8 leads COMMUNICATION OBJECTIVES MEDIA OBJECTIVES MEASUREMENT METRICS
Online Radio Television Outdoor
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Online
known to use it continuously throughout the day
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market’s internet search history this could help pinpoint the perfect time and place to advertise to Cardashians
Radio
with over 90% of the group tuning in to a radio station on a weekly basis and 87% listening to the radio in their car.
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Cardashians favourite stations, Nova 106.9 or Hit 105, this will deliver a high reach of the target market and a considerably low budget compared to other media channels.
Television
percentage of the Cardashians such as Big Bang Theory, Modern Family and the Bachelorette have a high media cost, constituting much of the campaign budget.
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need for a long lead time, with the campaign soon to launch the time available doesn’t allow for production or booking time.
Outdoor
advertising weekly.
to work, high cost and potential media wastage of billboards, bus wraps would be more effective.
during moments of self-consciousness as Cardashians love to be in social situations in this space.
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Week 1 Week 2 Week 3 Week 4 Week 5
Digital - Package Digital - Search Digital - Social Radio - All stations Outdoor - Mega side Outdoor - Westfield
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Key Insight: A Cardashian wants to project their ideal self, using both personal belongings and social cues to assist in personifying their personality. Media Objective: Create a high reach, low frequency campaign targeting the consumer group of Cardashians across a one month pulsing schedule. Media Strategy: To catch Cardashians in a moment of self-consciousness, when the cognitive dissonance of who they currently are and who they want to be is high.