MEDIA PLAN PART ONE

7/31/2019 MEDIA PLAN PART ONE

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Meers AdvertisingWhole Foods Market

Brittany Parker

Wednesday, March 28, 2012


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Brittany ParkerIntro to Media AdvertisingMedia PlanJacquie Lamer3/27/12

Health/Natural Foods as a Target Group for Whole Foods Market

Target Bullet-List Summaryo Targets Psychographic Summary

Health/natural foods. Physical fitness/exercise. Shop at farmers markets.

o Targets Demographic Summary 45 to 64 years old. $50,000-74,999 household income. Married. Female.

o Targets Geographic Summary Metro priority No. 1: Los Angeles, CA Metro priority No. 2: New York, NY Metro priority No. 3: Chicago, IL

Client Descriptiono Company Overview

Whole Foods Market started in 1980 and is a company with 310 storesacross the United States, United Kingdom and Canada that is a grocery


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store selling and promoting organic and natural foods and is the worlds

leader in this department. They have standards of strict quality,

commitment to agriculture and are mission-driven. Their mission is

broken into three things; Whole Foods, Whole People, and Whole Planet.

o Company Core Values Whole Foods Market is a publicly held company and its values include

selling high quality natural and organic products, satisfying customers,

bracing team members, promoting health and healthy eating education and

treasuring the community and environment. Whole Foods says, Quality is

a state of mind at Whole Foods Market.

o Types of Products Offered 365 Everyday Value products

These include chips, natural soda, pasta, frozen pizzas, vitamins,coffee, beans and other products. These products are organic or

natural and have a lesser price than the rest of the product lines.

Available to fill your pantry without emptying your pocketbook

as Whole Foods Market puts it. Whole Foods Market Products

These foods, such as burgers, pasta and cheese, are selected fortaste, authenticity and quality. These products are unique, natural

and organic foods that are what Whole Foods Market says

expand your culinary vocabulary.


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Whole Foods Market Exclusives These products are new and Whole Foods Market claims to be the

first company to bring them to you. Whole Foods says, Of the

thousands of products available each year, we select only those

that truly inspire us. Some of these products can include

meatballs, yogurt, berries, shampoo and conditioner. Whole Trade Products

These products are to help make a difference in the world.Including dish soaps, laundry detergents, teas, juices, sugars and

more. Premium Body Care Products

These are quality personal care products that are good on not onlyyour body but on the environment too. Whole Foods Market has

said to put up strict standards. Some of these products include

soaps, hand sanitizers, shampoos, conditioners, cleansers,

sunscreens and body lotions.

Eco-Scale Cleaning Products These products are cleaning products with regulations and

standards that Whole Foods Market has come up with by using the

Eco-Scale rating system. With this scale they have also set

ingredients thatarentallowed in their products. With this Eco-

Scale rating system there are three different levels; orange with no

phosphates, chlorine or fake colors, yellow with minimal safety


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concerns and 100% natural fragrances and green which are plant

and mineral derived with non-petroleum ingredients and these

products are not allowed for animal testing and must have all of

the ingredients listed. Not only do these products have to fit within

the ratings of the scale but they also need verification from a third

party vendor.

Gift Boxes These are online only group packaged products with a group price

meant to be sent as a gift set to someone. Each package has a

different theme such as coffee drinkers, snack food eaters and

healthy eaters.

My Target Audience Choice: Health/Natural Foodso Psychographic Elements of Health/Natural Foods

52% of consumers were interested in purchasing earth-sustainablefoods.2 According to a survey, done by the Midwest Food Alliance, more

people who shop for locally grown produced foods are interested in

health/natural foods and more people sustainably produced foods are as

well. And according to the SRDS people interested in health/natural foods

are also interest in physical fitness/exercise.

o Demographic Elements of Health/Natural Foods According to the Lifestyle Market Analyst 2007 SRDS, 58.7% of the

people in this demographic are married and 60.6% of people are between


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the ages of 35 and 64 years old. Out of the 41.3% that arent married

25.1% of them are females. Also according to the SRDS, 20.5% of the

household income is between $50,000 and $74,999 which is the highest

out of this demographic area.

o How Target Aligns with Whole Foods Market Offerings Having a higher income I think is a perfect reason for these people to buy

Whole Foods products because these people have the money to spend

getting healthy/natural foods at Whole Foods Market which may not

always be the closest grocery store and they may need to get more things

at a regular grocery store which is spending more money having to travel

to multiple stores. Having an older demographic interested in

health/natural foods makes sense as well because these people are

probably living on their own making conscious decisions now that will

affect their life in a positive way. When it says that this group of people

are more likely to shop at farmers markets it makes sense as well because

ifare going to shop at a farmers market you are going to be interested and

expecting to shop for local, healthy, natural and organic foods.

Geographic Choice Explanationo Metro area priority No. 1: Los Angeles, CA

This city has eight stores, which is the highest number of stores in onearea. Not only are there lots of stores in this city but there are also lots of

people. According to the SRDS, there are 1,523,538 households and out


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those, 409,832, which is 26.9%, are interested in Health/Natural foods and

are more likely to shop at Whole Foods Market.

o Metro area priority No. 2: New York, NY According to the SRDS, there are 2,016,004 households in this city with

26.7% of them interested in Health/Natural foods. That means a possible

538,273 people could shop for Health/Natural products at Whole Foods

Market. I also chose this city because there are five stores in this city,

which is a lot compared to other cities.

oMetro area priority No. 3: Chicago, IL

The number of households in Chicago, according to the SRDS, is 842,733.Within this 24.2% of them, which is 203,942 households, are interested in

health/natural foods. There are also six stores in this city. Lots of people,

lots of stores and in the Midwest. I now have one east coast city, one west

coast city and one Midwest city.

Whole Foods Media Plano Introduction

The highlights of my media plan are how I emphasize magazines andinternet to align with my priority media vehicles and how the other media

types I emphasize align with my priority city of Los Angeles. I also

believe that every media vehicle chosen aligns with my target audience.


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o Media Type Priorities The media type priorities I chose was magazines be the first and internet

being the second. I chose magazines because they are specific and can

directly relate to my target audience and people are more likely to see the

ads of Whole Foods Market who would want to or need to see it. There is

less people who dont want to see the ad and more people who are

interested in the ad topic. I also chose internet because people who are

interested in things related to my target audience will be able to find out

more information on the client and also have an easy way to just click and

travel directly to the website and websites are easily available to anyone

without have to pay more or subscribe to a certain publication. Internet

can also directly relate to the target audience as well.

o Specific Media Choices Magazine Choices

Better Nutritiono I chose this magazine because this magazine contains news

and research on natural and organic foods focusing towards

females interested in fitness and healthy lifestyles. I went

with the 4th cover full page with four insertions because I

feel that people are more likely to see a big ad on the back

of a magazine and this magazine aligns directly with my

target audience because they are mainly females and are


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interested in fitness activities. Whole Foods Market sells

natural and organic foods so this magazine is matches this.

Health Time Inc.o This magazine is yet again for females and aligns with the

target and is for healthy living providing information on

this and food and fitness. I went with the 4th

cover full page

ad space because I feel that they are more likely to be seen.

This magazine aligns with the target providing healthy

living and food ideas so they are more likely to shop at

Whole Foods Market.

Shapeo This magazine is for active and professional women and

has topics including fitness, nutrition and health. Shape

gives women workout advice and tips to living a healthy

and happy active life. This aligns with the target being

towards females and active/fitness. I went with a full page

ad on the inside because to buy a cover ad it was too

expensive and you had to buy more than four months. I

thought the next best thing was a full page on the inside

because it is big and people are more likely to see the

bigger ad and I think will have more of a tendency to either

stop on it because of it being a full color full page ad or flip


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back to it because they had flipped passed it and realized

that it related to their lifestyle.

Todays Diet and Nutritiono This magazine is for healthy lifestyles and includes food

and fitness. It also persuades readers to make positive and

healthy lifestyle changes. This aligns with the target

audience because it includes fitness again and my target

audience is interested in this. My target audience is also an

older crowd and I feel that this magazine would reach them

because they are trying to live longer and be healthier than

when they were younger and having motivation to be

active, healthy and positive from this magazine is perfect to

lead to a Whole Foods Market ad because they can then

fulfill their life with these tips from the magazine at Whole

Foods. I went with a full page ad on the inside again

because you cant buy covers if you are only doing a four

month span. I also think that older people would find it

easier to see and read a full page ad as well.

Taste for Lifeo

This magazine has articles on nutrition and natural products

and has food and special diets along with natural beauty

products and recipes. This aligns with the client because

they sell natural beauty and food products and my target


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audience is interested in a healthy lifestyle so having an ad

in a magazine with diet and nutrition information on natural

foods and products is right on. I went with a full page ad on

the inside because you cant buy a cover ad for only four

months. I yet again think that the next best thing is a full

page ad full color on the inside.

Newspaper Choices Chicago Sun Times

oI chose this newspaper because it has a health section for

my choice of city Chicago. This health section is on

Tuesdays. I did a 33 column inch ad with four insertions

because newspaper ads arent that great with lots of ink in

them and they are also pretty pricey. This aligns with the

client because they sell health foods and my target is

interested in health foods so they will be more likely to

look in this section of this newspaper.

AM New Yorko I chose this newspaper because it has a health section

running on Wednesdays in my chosen city of New York.

The ad rates for this newspaper didnt go buy column

inches they just went by how many insertions which was

four. I again chose this paper because of the client sells

health foods and my target is interested in health products


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and will be more likely to read this newspaper and this

specific section.

Los Angeles Daily Newso I chose this newspaper because it has a food section

running on Tuesdays in my priority city of Los Angeles. I

did a 33 column inch ad with 16 insertions because this

being my priority city needs to have more insertions than

the other newspapers chosen. Also newspaper ads still

arent that great looking so I did a smaller size and

newspapers during the week may not be read as often. This

aligns with the client because they are a grocery store so it

makes sense to show an ad for them in a food section.

Radio Choices Chicago WLIT

o I chose the Adult Contemporary station in my chosen cityof Chicago with the day part of PM with two insertions. I

dont think that radio is that important of a media vehicle

so I did the least amount of ads. I chose PM because I think

more people are likely to listen on the drive home from

work when they are thinking about food and promoting a

grocery store at this time is perfect so that they can stop

buy and pick something up on their way home.


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New York WLTWo I chose the adult contemporary format to match with

Chicago and with a PM day part again because of the drive

home as well and people are hungry wanting dinner and

can go to Whole Foods to satisfy that. I only did two

insertions again because I am not focused on radio and feel

that it would be hard to reach people through this kind of

media.

Los Angeles KOST

o I chose the adult contemporary format to math my othertwo cities. I chose this format because I feel that it is not

subjective to anyone and it had the highest ratings. I chose

the PM day part again because of the drive home and this

time I did four insertions instead of two because Los

Angeles is my priority city.

T.V. Choices Healthy Innovations

o I chose this program because it promotes healthy lifestylesand Whole Foods Market selling natural and organic foods

and products is a part of a healthy lifestyle. I did 21

insertions in Chicago and New York. My target audience is

interested in healthy living so this program aligns with this.


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Health and Fitnesso I chose this program because it on how to be healthy and

have an active lifestyle. This perfectly aligns with my target

audience because they are interested in being active and

fitness. I had 21 insertions for Chicago and New York.

Website Choices Health.com

o I chose this website because you can get healthy lifestyletips and a known site. My target audience would go to this

site because they are pursuing a healthy lifestyle. I

scheduled these ads to run in mid and end December and

early January for New Years because people are going to

be making resolutions and wanting to make a healthy

lifestyle change to lose weight or other reasons. I also ran it

every other week just to keep it constant through the four

month campaign and then two weeks consecutively at the

end of March because spring is arriving and many people

are trying to change their habits and lives during this season

as well or keep up with their resolutions.

Eatingwell.com

o I chose this site because it explains itself in the name. Mytarget audience is eating well because they are active and

want a healthy living so they will also need to eat well and


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this site tells them how they can do that with different tips

and recipes. I ran this ad mid-December through early

January because people making New Years resolutions

will try to lose weight and they can do this by learning to

eat well through this website and then to shopping at Whole

Foods Market. I ran it every other week after that and then

the last two weeks in March for the spring season.

Webmd.como

I chose this site because it is well known and trusted.

People can come here for tips on anything and they have

health, fitness, nutrition and lifestyles included. This aligns

with my target because they can go here for information

regarding anything they are interested in but they will go to

parts of the site about food and exercise. I ran this ad mid-

December to early January again because of the New

Years resolutions again because people will be wanting to

learn how to lose weight for the new year and they can

learn that from this site and then see that they can eat

healthy and natural foods from Whole Foods Market to

help with their change is exercise and diet to lose weight.

Foodnetwork.como I chose this website because they are well known and have

many things related to anything with food. You can find


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healthy and natural foods and recipes which matches my

target audience because they can learn how to cook a

healthy and natural meal and then see Whole Foods Market

and use those products to make their newly learned meal. I

ran this ad every other week for all four months because I

think it is a basic topic that could be useful throughout all

four months.

Care2.como

I chose this site because it is all about healthy living. My

target is all about healthy living as well. I ran this ad

around the New Years resolutions as well because people

will be wanting to change to a healthy lifestyle to lose

weight as a resolution so they can go to this site to learn

and talk about this topic and then proceed to Whole Foods

Market to make a healthy living. I also ran it every other

week and the last two weeks in March because of the

spring season and people are also wanting to change during

this time if they havent started a change in their life

already from a New Years resolution.

Healtynatrualeating.com

o I chose this site because they have nutrition tips, organicfoods, recipes, fitness and health news. This all fit my

target audience and client. Whole Foods sells organic and


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healthy foods and my target is interested in fitness and

being healthy and this site has it all. I ran this ad every

other week for the four month span and extra around

December and January for resolutions of change and March

for spring season changing.

Google Keywords Some words that I chose that I think my target would use in a

search had to do with health, natural and organic foods, healthy

and living and eating and health food stores. I chose these words

because they are what Whole Foods Market is and finding related

sites could be potential to find Whole Foods Market.

o Media Plan Schedule I have chosen December, January, February and March for my campaign.

I chose these months because people start making New Years resolutions

to lose weight, get healthy etc. around December and pursing them in

January. I chose to end in March because it is the beginning of the spring

season and either people are continuing their resolutions, starting back up

their resolutions after slacking on them or if they didnt make a resolution

now is the time that everyone wants to get out and do things and be

healthy and get into shape and start living good.

o Justification of Money Spent I am spending around $1.8 million dollars. This is efficient because I am

not going over the $2 million dollar budget but still spending enough to


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use everything to mine and the clients benefits by purchasing not just the

minimum and spending more I am stretching their dollars and getting their

products out in more ways still. I think you should always try and go to the

top of a budget because they put a cap on how much they want to spend

for a reason. If they wanted to spend $400,000 then they would have put

that as the limit so, to me, the client saying that the cap is $2 million why

wouldnt you spend as close to that as you can?


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Bibliography

1. "Fancy That, Healthy Ketchup."Economist369.8354 (2003): 11-13.AcademicSearch Complete. Web. 9 Feb. 2012.

http://blog.wholefoodsmarket.com/2008/07/price-comparisons/

Whole foods market. N.p., 2011. Web. 9 Feb 2012. .

2. Robinson, Ramona, and Chery Smith. "Psychosocial And Demographic VariablesAssociated With Consumer Intention To Purchase Sustainably Produced Foods As

Defined By The Midwest Food Alliance."Journal Of Nutrition Education &

Behavior34.6 (2002): 316.Academic Search Complete. Web. 10 Feb. 2012.

Documents

MEDIA PLAN PART ONE