MEDIA OBJECTIVES

For our campaign, we decided to take a step away from the tradi-tional print advertising that our client has been using. We believe print is not as effective of a medium for our target as some of the other media in circulation, particularly the Internet. We do not plan to discontinue our client’s print campaign entirely, only reduce its budget. Print is still important for reaching our secondary target audience.

Our target audience is primarily women ages 18-24—a contem-porary group of people in our modern society. They are young and heavily immersed in the Internet, especially the social media side of things. By advertising to our target audience online, we will give our client a cost efficient medium to work with, keep people engaged and start conversations that can go viral via social media. The ability to share content will play an important role in our campaign. Our chosen medium will also allow the brand to strengthen its relation-ship with its consumers.

MEDIA OBJECTIVES

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OVERALL TARGET COVERAGE

Using our proposed media plan, we came up with estimates for our desired overall coverage and exposure to our advertising message. For our primary targets—women between the ages of 18 and 24—our goal is to have a reach of 75% and a frequency of 4. If planned and implemented strategically, it could be very effective. For our sec-ondary target—women between the ages of 35 and 44—we have set a reach of 65% and a frequency of 3. If met, our goals will allow us to increase the range of people who are exposed to Burt’s Bees, as well as increase the average number of times our viewers will see it within the year.

OVERALL MEDIA BUDGET

In 2011, Burt’s Bees spent $3,374,400 in advertising expenditures. Rather than increasing or decreasing the budget, we would like to allocate the ad dollars to different media. Burt’s Bees spent its entire media budget solely on print advertisements. Our target audience, women ages 18-24, use the Internet heavily. By allocating our budget outside of print and toward digital, we will better reach our target audience and have more of an online presence. It will also differenti-ate us from one of our primary competitors, Carmex, who spent all of its ad dollars on print advertisements as well.

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MEDIA STRATEGIES AND TACTICS

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REGIONALITY

Our client’s product will call for various advertising weights in different regions of the country. Our Choices3 data indicated that our strongest regions are the Northeast and the West, which makes sense—people use lip balm when it’s cold or dry outside. However, we believe there is more emphasis on lip balm use when it’s cold outside. Therefore, we are going to allocate 60% of our advertising to the Northeast and 40% to the West.

SEASONALITY

Our media plan will have to include varying advertising weights according to the time of year because there are certain times of the year during which lip balm use increases. Advertising during those times will be more effective than it would be at other points of the year. We have determined that we will allocate 75% of our advertis-ing to the months ranging October to February. We will begin in Octo-ber because winter is approaching; advertising then will give con-sumers a “heads up” that they should start buying lip balm to prepare for the cold months. We will advertise from November to February because those are the coldest months of the year, where winter is at its peak.

SCHEDULING

We will implement a pulsing schedule for our campaign. While it’s true that lip balm use is heaviest during winter, people still use it year-round.

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MEDIA VEHICLE SELECTIONInternet

Women between the ages of 18 and 24 use the Internet most compared to any other media. Our Choices3 research indicated that women within our primary target audience (in Quintiles I and II) are 107 percent and 155 percent, respectively, more likely to see ads placed on the Internet than the average adult. It is for this reason that we chose to use the Internet as our medium of choice.

The Internet provides many possibilities and ways to reach out to our target audience through social media. We will use three of the most popular forms of social media (Facebook, Twitter and Pandora) to get our audience involved. On Facebook, we will push content through posts—whether they be status updates, pictures or other forms of content—to interact with our audience. They will then be able to keep the conversation going through likes, shares and com-ments. Through Twitter we hope to promote our client by pushing content that consumers will favorite, retweet, and promote them-selves with the use of trending hashtags. The best time to post on these platforms would be around midday between 1 p.m. to 4 p.m.; it is also much better to post on weekends than weekdays. Social media interaction is a great way to get our audience engaged and to spread our product’s awareness.

Instagram is another widely popular form of social media that we plan to utilize. By posting photos of either themselves using our client’s product or just the product by itself, consumers can spread brand awareness all on their own. Using Instagram can have a spill-over effect as well if consumers choose to share their photos through Facebook and Twitter.

Using social media for our brand will allow our audience to partici-pate. It’s not about the story we tell but the story we want our audi-ence to tell. We want our consumers to share texts, photos, images, videos, and more to tell their stories and promote our brand. It is often said that the most trusted form advertising is word-of-mouth, our people talking to people. We hope to take advantage of that through our use of social media.

Another way we plan to advertise online is through digital adver-tisements. These will be placed in media vehicles such as Pandora, Twitter, and Facebook. Our advertisements will be placed when our audience use these vehicles

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ADVERTISING FLOWCHART

Jan Feb Mar April May June July Aug Sept Oct Nov Dec GRPs Cost

People Magazine

Cosmopolitan

GRPs 375 375 150 150 150 150 150 150 150 375 375 375 2,925

382, 200 57,800 57,800 57,800 57,800 57,800 57,800 57,800 57,800 382,200 382,200 382,2005 1991200

Reach 75% 75% 50% 50% 50% 50% 50% 50% 50% 75% 75% 75%

Reach 75% 75% 50% 50% 50% 50% 50% 50% 50% 75% 75% 75%

5 5 3 3 3 3 3 3 3 5 5 5Frequency

5 5 3 3 3 3 3 3 3 5 5 5Frequency

Facebook

Cost

Twitter

Instagram

Pandora

GRPs 375 375 150 150 150 150 150 150 150 375 375 375 2,925

67,000 67,000 17,000 17,000 17,000 17,000 17,000 17,000 17,000 67,000 67,000 67,000 454,000Cost

Total Media Schedule GRPs 750 750 300 300 300 300 300 300 300 750 750 750 5,850

2,445,200Total Media Schedule Cost 449,200 124,800 74,800 74,800 74,800 74,800 74,800 74,800 74,800 449,200 449,200 449,200

Magazines

Internet

Burt's Bees Media Plan

2013

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CREATIVE STRATEGY

Burt’s Bees’ natural formula differentiates itself from all of its com-petitors; it is a common theme found throughout their ad campaigns. It is important to emphasize that all of Burt’s products are made with all-natural ingredients. There is a trend to move toward more eco-friendly products, and this works very well in Burt’s Bees favor. Creatively, we can we reinforce the “natural” theme in a number of ways. First, since we are allocating part of our media budget to print, we can place our print ads on recycled paper. Second, in the ads themselves, we can display the ingredients that go into making our products as they are found in nature, to show consumers just how natural our products really are. This could give the consumer confi-dence that what they are buying really is all-natural and that we aren’t just printing it on the label. For our Internet ads, we can include a natural beauty fact to show how a certain ingredient is good for the skin/lips.

Creative Constraints Selecting Media

Our ads work best when the product can be shown visually, which will work perfectly with our two media vehicle selections—Internet and print. We will be able to visually show the product, its benefits and how it can be used.

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CREATIVE STRATEGY

NATU

RAL

PROMOTION STRATEGY

We will use integrated marketing communication to help maximize the impact on consumers and other end users. Nowadays, IMC is a two-way dialogue with consumers, it focuses on building long-term relationships with consumers and allows marketers to coordinate many different forms of communication with consumers. Some IMC strategic tools consist of advertising, sales promotion, personal sell-ing, public relations, and direct marketing. Since our best media for our target audience are the Internet and print, we mainly want to use public relations and advertising.

For Burt’s Bees, we want to build trust and brand loyalty with our target audience. For example, with the use of public relations, we can establish and maintain a positive image of the company with things such as publications, special events or celebrity endorsements. This will allow us to entice our target audience and help our brand to stand out.

Most of our PR will be done through social media sites and print because they have the best reach for our target audience. Using social media as an outlet for our public relations adds a personal touch with our brand that can build relationships directly with our audience. Our audience can interact on the Internet and grow to love our brand.

Celebrity endorsements can also be very affective to our audience. Using celebrities could attract existing and new customers to our product. It is possible that buyers could be more drawn to our brand 35

PROMOTION STRATEGY AND IMC EFFORTS

when they see celebrities using the product.

We definitely want to use advertising to promote our brand. Since print is one of the strongest media to reach our audience, paid adver-tising would be great. Paid advertisements in magazines are cost-ef-ficient, they have a wide reach and they are an effective way to improve our brand image. The only problems with advertisements are that it may reach out to people who are not potential buyers, exposure time is usually short and it has a high total cost.

Our print ads, as stated before, could feature celebrities using the product. They could also promote special deals or events that our brand is promoting. Since magazines are passed around from person to person, print advertisements can reach more than just our target audience.

IMC is a great way to help our brand. It can help influence the opinion of the public about Burt’s Bees as a brand and build long-term relationships with our consumers—a very important brand attribute to get our brand to grow and surpass its competition.

To determine if our media objectives have been met, we would first turn to sales. If our revenue from sales has increased, then we can assume that our media has been effective, because that is ultimately the goal of any media plan.

Next, we would turn to our social media presence. We could look at

how often Burt’s Bees has been tagged on Twitter and Instagram. We could also look at how many Facebook and Twitter users have begun to follow Burt’s Bees on their respective websites. If our social media presence increases, we will consider this media plan a success. This is because our primary objective is to increase our Internet presence. If social media shows increased involvement from our audience, it would be a success.

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COPY TEST/EVALUATION OF THE PLAN

SALE

S

*Market Share Reporter [serial]. (HF5415.2. M3558*2011 Vol1 & Vol2)

*http://advertising.scmpmagazines.com/downloads/CM_Rate-Card2012_asof_Dec11.pdf

*http://www.people.com/people/static/mediakit/media/pdf/rate-card.pdf

*https://business.twitter.com/products/pricing

* h t t p s : //w w w . f a c e b o o k . c o m / a d v e r t i s i n g ? c a m -paign_id=466780656697650&placement=pf&extra_1=not-admgr-user

*www.Burtsbees.com

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REFERENCES

THANK YOU!

Michael Duke David Robicheaux

Andrea Rivera

Chelsea Merricks

Ebony Smith

Tyler Carlos