media plan
INNOVATIVE VISUALS
the market ++ ++ + +
Transition from traditional to digital advertising Online marketplaces Room planning software and interior design assitance More customization
the competition ++ ++ ++ ++ ++
Moxy hotel chain Phone application Discounts on furniture sets Delivered fully assembled Sponsored by Sofia Vergara and Cindy Crawford
1
Problem or Need of Recognition
decision process
+ Ashley wants to be their go-to company.
2 3
Information Search + Ashley’s new website is what they want to see. Our SEM and Digital plan drive them there.
Alternative Evaluation + Your affordable pricing and new approach will attract the Gen Y consumer. They will be less likely to seek out the competition. Our strategic plan will take Ashley from the middle to the front of the conversation.
4 5
Post-purchase Evaluation + From the time they check the website, go to the store, purchase, through the delivery date Ashley must operate in the best interest of the costomer. Our plan gets them there, it’s up to Ashley to deliver on the rest. A smooth purchasing process would transfrom the consumer into a loyal customer.
Outlet Selection and Purchase + Ashley’s new website showcases a variety of high quality and stylish furniture at affordable cost. Our plan crates an awareness of this.
target audience madi ++ ++ ++ ++ ++ ++
HH > $10k
College senior Uninformed buyer Part-time waitress Minimal budget Avid social media user Influencer
online tv festivals
top programs online radio social
youtube
allie ++ ++ ++ ++ ++
HH $40k
Recent college graduate Avid online consumer Seeking reasonably priced furniture Regularly attends Coachella Needs upgrade from old furniture
online radio top programs online tv
youtube festivals
brooke ++ ++ ++ ++ ++
HH $100k
25 years old and married Financially and professionally established Limited use of social media Loves Pandora Drives a Passat
cable online tv broadcast online radio
media strategy objectives Create an effective media mix designed to increase brand awareness of Ashley Furniture Homestore Increase traffic to Ashley Furniture Homestore website
strategy Our strategy focuses on our targets need for high engagement. From creative out of home, to strategic digital tactics, we will reach W18-25 and raise awareness. We want to educate them on Ashley prior to the websites launch. The goal is to inform through our national intergrated media placements. From our innovative plan we will inform the target then drive them to the website and Ashley stores. From social, ooh, broadcast, cable, and digital, we will increase traffic on the new Ashley Furniture Website and build a relationship with Gen Y females.
budget
$16 million
timing Our campaign will run January 2014 into September 2014 (website launch) JAN
FEB
MAR
SXSW Oscars Golden Globes Bachelor Juan Pablo The Voice Greys Anatomy Scandal Grammys Late Night with Seth Myers Tonight Show with Jimmy Fallon
APR
MAY
JUNE
Coachella Firefly MTV Music Awards Campaign eval.
JULY
AUG
SEPT
Lollapalooza I Heart Radio Website Launch
Ashley Furniture Media Breakdown 1st Quarter
Quarter Month
JAN
2nd Quarter
FEB
Week Of (Monday)
30
6
13
20
27
3
W18-‐24-‐34 TRPs :
2.0
5.0
3.5
4.0
5.0
5.0
MARCH 10
17
APRIL
24
3
10
17
2.0
1.6
2.4
2.4
24
31
7
3rd Quarter
MAY
JUNE
JULY
14
21
28
5
12
19
26
2
9
16
23
3.0
3.0
3.5
6.0
7.5
7.5
7.0
6.0
4.8
3.5
3.0
30
7
AUG 14
SEPT
21
28
4
11
18
25
1
8
15
22
1.1
1.5
2.0
2.0
2.5
5.1
5.1
5.1
3.0
2.5
Total Net Cost
Total TRPs
Imps (000)
117.6
39,731
Cable TV
Net Media Cost :
$1,000,000.00
$2,000,000.00
$1,000,000.00
$4,000,000.00
Network TV ABC:
W18-‐34 TRPs :
7.0
15.0
8.0
7.0
7.0
7.0
5.5
6.0
6.0
6.5
7.5
8.0
13.0 13.0 13.0
7.0
7.0
1.0
1.0
1.0
1.0
1.0
1.0
4.0
6.7
10.0 10.0
7.7
6.0
253.9
85,795
NBC:
W18-‐34 TRPs :
15.0 15.0 15.0 15.0
15.0 15.0 15.0 15.0
4.0
8.0
8.0
15.0
8.0
8.0
5.5
6.0
6.0
6.5
7.5
8.0
13.0 13.0 13.0
7.0
7.0
1.0
1.0
1.0
1.0
1.0
1.0
4.0
6.7
10.0 10.0
7.7
6.0
253.9
85,795
CBS :
W18-‐34 TRPs :
15.0 15.0 15.0 15.0 15.0
8.0
7.0
7.0
7.0
7.0
5.5
6.0
6.0
6.5
7.5
8.0
13.0 13.0 13.0
7.0
7.0
1.0
1.0
1.0
1.0
1.0
1.0
4.0
6.7
10.0 10.0
7.7
6.0
253.9
85,795
$2,750,000.00 CW:
W18-‐34 TRPs :
10
10
10
6
Net Media Cost :
6.0
6.0
5
$2,750,000.00 5
4.0
4.0
4.0
4.0
2 2.5
3.0
4
5
6.5
10
10
$1,125,000.00 10
4.7
4
1.0
1.0
1.0
1.0
1.0
1.0
4.0
$6,625,000.00 6.7
10.0 10.0
7.7
6.0
$500,000.00
$500,000.00
$375,000.00
$1,375,000.00
$4,250,000.00
$5,250,000
$2,500,000
$12,000,000.00
186.1
62,878
947.8
320,263
Digital Spotify
1500 1500 1500 900
900
900
800
800
750
750
700
688
200
250
300
350
400
700
800
800
800
180
180
120 114.7
200
200
200
200
200
394
400
500
650 1000 1000
450
450
22,726.7
Pandora
1500 1500 1500 900
900
900
800
800
750
750
700
688
200
250
300
350
400
700
800
800
800
180
180
120 114.7
200
200
200
200
200
394
400
500
650 1000 1000
450
450
22,726.7
iTunes Radio
1500 1500 1500 900
900
900
800
800
750
750
700
688
200
250
300
350
400
700
800
800
800
180
180
120 114.7
200
200
200
200
200
394
400
500
650 1000 1000
450
450
22,726.7
Hulu
1500 1500 1500 900
900
900
800
800
750
750
700
688
200
250
300
350
400
700
800
800
800
180
180
120 114.7
200
200
200
200
200
394
400
500
650 1000 1000
450
450
22,726.7
ABC Online
1500 1500 1500 900
900
900
800
800
750
750
700
688
200
250
300
350
400
700
800
800
800
180
180
120 114.7
200
200
200
200
200
394
400
500
650 1000 1000
450
450
22,726.7
NBC Online
1500 1500 1500 900
900
900
800
800
750
750
700
688
200
250
300
350
400
700
800
800
800
180
180
120 114.7
200
200
200
200
200
394
400
500
650 1000 1000
450
450
22,726.7
YouTube
1500 1500 1500 900
900
900
800
800
750
750
700
688
200
250
300
350
400
700
800
800
800
180
180
120 114.7
200
200
200
200
200
394
400
500
650 1000 1000
450
450
$900,000.00
$400,000.00
22,726.7
$450,000.00
$1,750,000.00
159,087
Social Facebook
1000 1000 1000
900
800
700
700
650
650
591
550
550
100
100
150
200
300
400
700
800
800
400
200
200 194.5
100
100
100
100 144.5
250
300
500
500 1000 1000
250
200
1000 1000 1000
900
800
700
700
650
650
591
550
550
100
100
150
200
300
400
700
800
800
400
200
200 194.5
100
100
100
100 144.5
250
300
500
500 1000 1000
250
200
Net Digital Cost
18,180 18,180
$100,000.00
$50,000.00
$50,000.00
$200,000.00
$1,000,000.00
$450,000.00
$500,000.00
$1,950,000.00
36,360
Festivals SXSW
$200,000.00
Coachella
$200,000.00
Firefly
$200,000.00
Lollapalooza
$200,000.00
I Heart Radio Total:
$200,000.00 $200,000.00
$400,000.00
$1,000,000.00
$400,000.00
SEM $1,000,000.00
Totals:
$1,000,000.00
Quarter 1
Quarter 2
Quarter 3
$5,450,000.00
$6,100,000.00
$3,400,000.00
* Cable flights subject to change pending announced premiere dates
250,000
1,065.4
Total: $15,950,000.00
805,441
media platforms cable tv ++ ++ ++ ++ ++ ++ ++ ++ ++
E! Bravo Lifetime FUSE AMC USA TBS Nick at Nite MTV
digital ++ ++ ++ ++ ++ ++ ++
Pandora Spotify iTunes Radio Hulu YouTube ABC Online NBC Online
network tv
social
++ ++ ++ ++
++ ++
CBS NBC ABC CW
Facebook Twitter
search engine marketing
music festivals ++ ++ ++
Festivals are geographically spread out throughout the nation The festivals are spread out (spring, summer, fall) Put advertisements in the festival programs
What is the Ashley Lounge? a lounge area to relax with great view of the festival
For each festival we are estimating: 50-60% will go to the Ashley Lounge $200,000 per festival
Austin, Texas
March 7 - 16, 2014
++ ++ ++ ++
2013 there were 50,000 attendees 21-34 (49%), Under 21 (1%) 96% use social media Additional Opportunities: Film Festivals, lectures, brands that you can potentially partner ++ University of Austin Texas, Virginia College, Austin Community College, Saint Edwards College ++ Ashley Furniture store in Austin, Texas *SXSW PROMO
Indio, California ++ ++ ++ ++ ++ ++ ++
April 12 - 21, 2014
2013 attendance: 90,000
Two weekends, Six Days Mainly attracts A18-35 Targets Californians and major out of state cities Psychographics: Music Enthusiasts, Art Enthusiasts, Adventure Seekers Near many California colleges 32 Ashley Furniture Store locations in California One of the festivals in the US with the highest attendance rate *coachella PROMO
Dover, Delaware ++ ++ ++ ++ ++ ++ ++
June 19 - 22, 2014
2013 attendance: 30,000 - 40,000
2013: 58% female, 18-20 (12%), 21-25 (35%), 26-29 (21%), 30-39 (19%) 53% of people attend other music festivals 38% purchased merchandise 57% downloaded the firefly mobile app 36% of peoples favorite activity was the hammock hangout 5% of peoples favorite activity was the photo flip book (photo booth) Ashley Furniture store in Delaware
*Firefly PROMO
Chicago, Illinois ++ ++ ++ ++ ++ ++ ++ ++ ++
August 1 - 3, 2014
2013 attendance: 300,000
300,000 people, has sold out the past 9 years 2012 Demographics: Female (55%), 18-24 (27%), 25-34 (40%) 54% of people came from out of state C3 presents produces this festival Many Universities in Chicago 26 Ashley Furniture stores in Chicago MTV and FUSE are partners 422,000 email subscribers, 335,000+ facebook fans, 133,000 twitter followers, 130,000 youtube subscribers 35.9 million page views, 9.4 million unique visits, 8 minute average time spend on site *LollaPalooza PROMO
Las Vegas, Nevada ++ ++ ++ ++ ++
June 19 - 22, 2014
2013 attendance: 25,000
September, BIG BANG Expecting 25,000 attendees Geared towards younger generation Parters: CW, Clear Channel Media Entertainment (parent company) Ashley Furniture Store in Vegas * I Heart Radio PROMO
evaluation cable & network tv Objectives: Increase brand awareness of Ashley Furniture Homestore and increse website traffic. KPI - # of impressions, website hits, social mentions on top events & campaign hashtag pitfalls - programing not delivering solution- track impressions and adjust schelduling accordingly
digital Objectives: Increase brand awareness of Ashley Furniture Homestore and increse website traffic. KPI - website hits, # of views, per click, bounce rate, web analytics, social mentions and campaign hashtag pitfalls - programing not delivering, ad skips solution- track show views and adjust schelduling accordingly, a voluntary watch is better than a foced watch for Gen Y consumers
festivals Objectives: Increase brand awareness, establish a postive perception, and increse website traffic KPI - website hits, web analytics, wristband sales, giveaways, coupon code, social mentions and campaign hashtag pitfalls - low festival attendance, no interest in interacting with the brand solution- we chose festivals with historically high attendance rates within our target. The Ashley Lounge will offer a photobooth section with a great backdrop that uniquely identifies the festival in the photo.
concert tickets Ashley Furniture can advertise their store through TicketBack from Ticketmaster. TicketBack assures an intimate one-to-one marketing opportunity with event ticket purchasers. Our main goal is to connect our brand with major concerts and festivals. New York, New York - Beyonce December 19, 2013 at Barclay Center Capacity 19,000 people December 22, 2013 at Barclays Center Capacity 19,000 people
Austin, Texas - John Mayer December 6, 2013 at Frank Erwin Center Capacity 17,900 people
Boston, Massachusetts - Kings of Leon February 28, 2014 at TD Garden Capacity 20,000 people Chicago, Illinois - Kanye West December 17, 2013 at United Center Capacity 23,500 people December 18, 2013 at United Center Capacity 23,500 people
Los Angeles, California Justin Timberlake November 26, 2013 at Staples Center Capacity 20,000 people
San Francisco, California Macklemore & Ryan Lewis Date: December 7, 2013 at Bill Graham Civic Theatre Capacity 6,000 people
Houston, Texas Miley Cyrus March 16, 2014 at Toyota Center Capacity 19,000 people
additional opportunities Advertising Space in Music Festivals ++ Full page: $3248 for b&w $5148 for color ++ ½ page: $1764 for b&w $3188 for color ++ Inside Front Cover: ONLY COLOR- $7829 ++ Inside Back Cover: ONLY COLOR: $7246 ++ Outside Back Cover: ONLY COLOR- $8288 TicketFast ++ Market: Choose from over 50 markets within the United States ++ Venue: Choose up to 5 venues from thousands across the country ++ Rates: 4.5- 8 cents each
Ticketmaster: TicketBack ++ Intimate one-on-one marketing opportunity ++ Minimum Quantity: 500,000 ++ Rates: 1.8-2.5 cents each per ticketBack, printed and distributed
Live Nation Advertising ++ Digital media, consumer promotions, loyalty rewards, social media, brand integration and database marketing ++ Reaches multiple markets internationally ++ #1 ticketing site ++ 15 million unique visitors per month
The CW Network Monday, Sept. 30 (night one) at 8-10 p.m. EST/PST and Tuesday, Oct. 1 (night two) at 8-10 p.m. EST/PST, to launch the network's fall season.
Questions?