Upload
others
View
2
Download
0
Embed Size (px)
Citation preview
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$7,200
Internet: Social Media
Internet Media
• 15 seconds commercial
• In-stream Advertising
• August to October (12 weeks)
• TCPM S$ 4.21
Adspend SGD
TimeSep OctAug
S$4,500
300,000 views
• Boost post engagement
• August to October
(12 weeks)
• TCPM: $S7.74
$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