Media Strategy and Analysis for
Micronesia
Jacoby Duckworth Danielle Gordon Maurice Hatch Ariel Hitchcock Tianna Wesselmann Source: http://www.abyssworld.com
Table of Contents Overview .................................................................. 2 Start of Situation Analysis ................................... 3 Island Analysis ........................................................ 4 Market Analysis ...................................................... 5 Product Analysis ..................................................... 6 Competetive Analysis ............................................ 9 Consumer Analysis................................................. 10 Target Audience Profile.......................................... 11 S.W.O.T Analysis .................................................... 13 Media Objectives .................................................... 14 Start of Media Strategy ........................................ 17
Raising Awareness in Schools ......................18
Radio......................................................................20
Print........................................................................22
Television..............................................................23
Outdoor Advertising.......................................... 26
Events....................................................................27
Budget ....................................................................... 29 Media Schedule ...................................................... 30 Contingency Plan .................................................... 31 Media Chart.......... .................................................... 32 References ............................................................... 37
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Overview
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Micronesia, a string of 607 islands in the Pacific, is home to 102,624
occupants. This campaign is focused to help this population because of its health situation. Non-communicable diseases are present in this country, with diabetes, alcoholism, and lung cancer taking a significant toll on its people. We have designed this campaign to target the population and have divided into three audiences.
Our primary audience, people between 6-14 years old, will be exposed to
our campaign through a heavy educational campaign, television, and billboard advertisements. Our secondary audience, people between 15-25 years old, will access our campaign through our media mix of community events, radio advertising, television, and billboards. The tertiary audience, people above 25 years old, will be exposed to our message through newspaper advertising, television, billboard advertising, community events, and their children’s lesson plans.
For this campaign, we have designed a media mix on a continuity schedule
with pulsing events in the community. To accomplish our objectives, we will need our entire budget of $469,232.
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Situation Analysis
Situation Analysis
4
Island Analysis
The first canoe traveled to the island of South East Asia 3,000 years ago and
discovered the islands of Micronesia. The Federated States of Micronesia (FSM) is located approximately 4,000 kilometers southwest of Hawaii. This nation island is composed of 607 individual islands. However, these islands are grouped into four states composing the FSM, and they consist of: Pohnpei, Chuuk, Yap, and Kosrae. There are five main cities, which are: Weno, Sokehs, Nett, Kitti, and Kolonia. The entire FSM cover a land area of 700 km. (2)
According to the 2010 census, the population consist of 102,624 total
inhabitants. There are 35,981 in Pohnpei, 48,651 in Chuuk, 11,376 in Yap, and 6,616 in Kosrae. The populations of the main cities consist of a total 98,292. There are 13,802 in Weno, 6,444 in Sokehs, 6,158 in Nett, 6,007 in Kitti, and 5,681 in Kolonia. The population has dramatically decreased from past years. The population consists of 33.6 percent between the ages of 0-14, 63.4 percent between the ages of 15-64, and 3 percent are 65 years old and above. This displays that many individuals do not live past the age of 64. (2)
The Federated States of Micronesia’s GDP is $2,678. Within the FSM, there
are over nine ethnic Micronesian and Polynesian groups, and their most common language is English. However, there are many other dialects vocalized like: Pohnpeian, Kosraean, Yapese, Chuukese, Ulithian, Woleaian, Nukuoro, and Kapingamarangi. (2) FSM has limited natural resources that pose substantial challenges to the economic development. The primary sources of income are subsistence farming. Selling of bananas, coconut, citrus, taro, yam, and fish are popular among Micronesians. (2)
Situation Analysis
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Market Analysis
In the Pacific, non-communicable diseases account for 75% of the 57 million
annual deaths and 46% of the global burden of disease. Chronic diseases are now the major cause of death and disability worldwide. The non-communicable conditions include diabetes, obesity, cancer, and cardiovascular and respiratory diseases. Many of the common risk factors consist of high cholesterol, high blood pressure, obesity, smoking tobacco, chewing betel nut and alcohol abuse. (2) If the population of the Pacific changes its dietary habits, physical activity, alcohol and tobacco use, then it will decrease the rates of these non-communicable diseases.
NCD awareness has been implemented in many other parts of the world, one
country being Australia. Australia has been the leading advocate against smoking for a significant time. Many different strategies and tactics have been used to combat smoking, such as: price hikes, comprehensive advertising bans, and investment in social marketing. Due to the use of these different tactics, smoking rates have decreased from 34% in the 1980s to less than 20% today. (2)
This NCD campaign has been a consistent effort, and positive results can
be noted. This push for action and seeking out positive results can partially be accredited to the Australians for Global Action on NCDs. Their focus for tangible outcomes through the UN Summit, as well as extending their efforts in other areas, all emphasize their true dedication to the results in which they seek. Australians have set forth higher expectations for nearby neighbors as well by encouraging the Aboriginal and Torres Strait Islander people to begin escalating their NCD-prevention. They prevent them through improving screening early detection, treatment, and palliation. Efforts like this express the desire and dedication the Australians have toward successful NCD awareness. (3)
Situation Analysis
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Product Analysis
Due to the high percentage of deaths that are caused by non-communicable
diseases, the Regional Health Committee (RHC) has tried to take control and bring awareness to the situation. Throughout Micronesia, the most problematic noncommunicable disease is diabetes. Alcohol abuse and lung cancer from smoking are also troubles. However, in 2011 the RHC brought it to attention in a high-level meeting to the Chief Executives and declared their commitment to the following critical actions:
Providing strong and sustained leadership and support for NCD’s
prevention and control.
Lead the advocacy for a whole of government and society response
and a coordinating mechanism to mainstream the response to NCDs.
Strengthen health systems, based on primary health care, to ensure that
effective NCD prevention and control is part of a coherent, balanced, realistic,
and comprehensive program of health services, as reflected in a fully-funded
national health plan. (4)
With the RHC fully understanding that the problem is beyond the control of
the health sector, they also informed the Chief Executives to introduce a holistic approach, calling on the pacific Forum Leaders to give the highest priority to NCDs and to lead and fight the health crisis. This approach includes:
Declaring NCDs as a health and development crisis.
Driving a whole of government and whole of society response
to involve all sectors.
Integrating the tackling of NCDs into the national development agenda.
Mobilizing additional resources locally and internationally to support the fight
against NCDs.
Situation Analysis
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Product Analysis, Continued. Continued, Approach includes:
Setting national targets for NCDs, and regularly and publicly report results.
Calling on all Council of Regional Organizations in the Pacific agencies and
regional health agencies to play an active part in a coordinated regional
response to the crisis, and to report back every two years to Forum Leaders
on actions and progress.
Championing the cause of prevention and control of this NCDs epidemic. (4)
Product Analysis Media Vehicles
Throughout FSM, there are different media choices provided, such as: radio,
newspapers, television, outdoor advertising and existing events. Below are each of the mediums and media vehicles that Micronesians have available.
Radio
1350 V6A: AM station consisting of only talk radio.
1149 V6AH: AM Christian station consisting of live talk radio from 6:00 a.m. to
12:00 a.m. and rebroadcasts again from 12:00 a.m. to 6:00 a.m.
1494 V6AI: AM station consisting of live talk radio from 6:00 a.m. to 12:00 a.m.
and rebroadcasts again from 12:00 a.m. to 6:00 a.m.
1584 V6AJ: AM station consisting of live talk radio from 6:00 a.m. to 12:00
a.m. and rebroadcasts again from 12:00 a.m. to 6:00 a.m.
88.5 The Cross: Christian FM live radio station reaching 500-1,000 miles.
89.5 V6AK: FM radio station.
Situation Analysis
8
Product Analysis Media Vehicles, Continued. Newspaper
Kaselehlie Press: Tabloid newspaper that has an audience of 1,200 and is
produced twice a week.
Marianas Variety: Tabloid newspaper that has an audience of 2,000 every
two weeks.
The Sinlaku Sun Times: newspaper that is produced weekly.
Kosrae State Newsletter
The Micronesian Alliance
Pohnpei Reports
Television
FSM Telecom Headquarters: offers 34 channels.
FSM Telecom Chuuk: offers 27 channels.
FSM Telecom Yap: offers 28 channels. FSM Telecom Kosrae: offers 30 channels.
Outdoor Advertising
No outdoor advertising businesses available.
Events/Summer Camps
Beautify CNMI Micronesia Challenge Summer Camp
Summer Program 2012
Library Camp
Camp Boys to Men
Camp Fapul
Youth Environmental Ambassadors Summer Camp
Situation Analysis
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Competetive Analysis
Dr. Tukuitonga, CEO of Ministry of Pacific Island Affairs, expressed a need
for engaging communities as active partners in the battle against non-communicable diseases, stating that beginning in schools may be a good place to start. Tukuitonga also expressed that awareness of NCDs in the region went from good to excellent. (3)
Islands that struggle with health issues have made shifts towards
correcting the plague of NCDs, which affect their immediate region. For example, American Samoa, an island that is noted for high-ranking obesity and diabetes, attempted to address and mediate these issues. According to the January 2010 PIN: Pacific Island NCDs (Promoting a Healthier Pacific) document, American Samoa has initiated several NCD prevention programs, emphasized diabetes prevention, as well as collaborated with the Cancer Coalition and developed the American Samoa Cancer Prevention Plan 2007-2012. (3)
Fiji, another pacific island that has taken action towards the battle of
NCDs, has implemented many strategies in effort to reach sufficient results. Fiji’s Ministry of Health aims to make health each person’s priority and has focused on improving clinical services and health promotion. Fiji’s national NCD strategic plan, which was last redrafted in 2009, included desires to raise awareness of diet and physical activity, as well as a national workshop: Health Promoting Schools. This is a program that has been piloted and implemented in 16 schools. The NCD strategic plan also included projects like the Friends’ Art & Cultural Enterprises, which was a theater project, and the Promoting Healthy Lifestyle through Agriculture project, a diet and nutrition lifestyle workshop. (3)
Since these islands are in a similar situation like Micronesia, other organizations
or institutions may implement campaigns on our island as well.
Situation Analysis
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Consumer Analysis
The overall population throughout Micronesia is 102,624 people. Of these
people, nearly 33.6% of them are between the ages of 0-14 years old, 63.9% are 15-64 years old, and only 3.1 % over the age of 65 (1). In the 2010 Census, 47.4% percent of the population resides in the state of Chuuk, 35.1% reside in Pohnpei, 11.1% in Yap, and 6.4% in Kosrae. These people reside in one of the 100 islands of the 607 (1).
The people of Micronesia consist of nine ethnic Micronesian and Polynesian
groups. Of these groups, they speak English and nine other ethnic languages. This group also primarily practice the religions of Roman Catholic and Protestant (1).
The fishing industry is a critical part of the Micronesian community and its
economy. Many females and males take part in the cash economy, but females still take the role as child-care provider. The females often take care of laundry, meal preparation, and of the home. Because of the country’s matrilineal descent, women have a level of status that allows women to exercise a significant influence over domestic affairs. Men typically control political and economic issues. Marriages in many parts of the FSM are still arranged by families with the consent of prospective spouses (Every Culture).
While art and design is often ignored in the community, music and dance
is appreciated because of their rich culture. The people also like to tell stories of myths, history, and folklore (Every Culture).
Situation Analysis
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Target Audience Profile Primary Audience:
This audience is aged 6-14 years old. There are 35,862 individuals that fall
into this category. In this age group, there are 18,223 males and 17,639 females. (1) School is required by law in Micronesia for at least eight years for this audience, elementary school being free. Although the law requires this audience to attend school, they often do not. English is taught in schools to the primary audience, but it is a second language to Micronesians. In addition to the smaller amount of formal education they receive, the primary audience is also taught informally by their peers for common life skills. This primary audience gets most of their information from their schools and peers. Children in this audience are cared for and important to the family structures, especially because they are brought up to take care of their elders. Because of this, they learn to be responsible and take care of chores around the home at an early age (8). Outside of school, this audience would be accessing media like billboards, television, and community events.
Secondary Audience:
The secondary audience is aged 15-25 years olds. There are 21,170 people
in this audience, and there are more 15-19-year-olds than those in their twenties (1). High school enrollment for the lower end of this audience is only 70%. However, a great deal of this audience is working in the community. Throughout Micronesia, 52% of females 15 years old and older participate in the cash economy, compared to 66% of males. There is an increasing frequency of female employment in the labor force, which requires some men to perform domestic tasks traditionally performed by women, but men still hold the higher status jobs in government. The most thriving industry employment in Micronesia is gas, electricity & water supply, transportation
Situation Analysis
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Target Audience Profile, Continued. and communication, wholesale and retail trade and public administration. Many are engaged in agricultural, fishery, or related activities. This secondary audience would attend events like “Yap Day Festival,� which takes place on the islands of Yap for the first weekend in March. This audience would also be listening to popular radio stations in Micronesia and be accessing other accessible popular media (8).
Tertiary Audience
The tertiary audience is above 25 years olds. There are nearly 40,000 people
in this audience (1). The low-end of the tertiary audience’s age is reaching the average age that Micronesia adults get married, which is 27 years old. The total fertility rate and crude birth rate has dropped for the women of this age. Within the island of Chuuk, which is the most populated state, over 99 percent reported Chuukese as their commonly used language at home. About 91 percent of Chuuk residents reported English as their second most commonly used language. With some Micronesians taking part in industry employment, many of them are involved in agricultural, fishery, or related activities too. The tertiary audience will be primarily be providing and taking care of its family. They primarily receive their news from newspaper and radio mediums (8).
Situation Analysis
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S.W.O.T. Analysis
S
W
O
T
-Poor school system -Speak English -Lack of school -Strong fishing lifestyle attendance -Existing summer camps -Location/distance -Easy to reach between islands small population -Unwilling to change lifestyle -Gang violence
-Chance for children’s quality education -Teach importance of education -Fishing dock’s advertising opportunity -Opportunity to join existing summer camps -Changes are quickly noticed in rural islands
-Difficult to establish a school curriculum -Challenge to get students and teachers to attend school -Expensive to travel between Islands -People’s unwillingness to change may lead to rejection
Media Objectives
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Primary Audience O bjective 1:
Reach 95% of primary audience 75 times during Micronesia’s one year
campaign. (R ationale 1): This objective is possible because a good percentage of children aged 6 to 14 will be at school throughout the year and will take part in the campaign’s planned activities. With the primary audience being Micronesia’s future to reduce non-communicable diseases, the campaign will target it more heavily. The primary audience will be reached through a curriculum, weekly sponsored lunches, weekly healthy cooking course, television, outdoor advertising and events through the community.
O bjective 2: Reach 90% of target audience in the states of Pohnpei, Chuuk, Yap, and Kosrae 35 times in the first half of the campaign. (R ationale 2): This objective is possible because there are grade schools on all of these islands and they will take part in our activities held at the schools and in the communities. In addition to school activities, those that live on rural islands will be exposed through billboards.
O bjective 3: Reach 95% of primary audience 40 times from January through July. (R ationale 3): This objective is possible because this audience will be in school and exposed to our campaign. They will also be attending many of the camps the campaign is involved with and see advertising in their community.
Media Objectives
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Secondary Audience O bjective 1: Reach 80% of secondary audience 20 times during Micronesia’s one year campaign. (R ationale 1): This objective is possible because the secondary audience will be attending community events and be out-and-about in their community. They will also be accessing media like radio and television. The psychographics for the secondary audience match an interest of music and happenings around town.
O bjective 2: Reach 85% of secondary audience in Chuuk 5 times during first half of campaign. (R ationale 2): This objective is possible because Chuuk is the largest state by population and its density, and this state’s population needs the most help. In Chuuk, the campaign will be passing out free materials at events, being exposed on the radio, and also will be on the television.
O bjective 3: Reach 80% of secondary audience in rural islands three times from the months of April through September. (R ationale 3): This objective is possible by being continuous on the radio and placing new billboards more frequently than heavier-populated areas.
Media Objectives
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Tertiary Audience O bjective 1: Reach 95% of tertiary audience 20 times during the one year campaign. (R ationale 1): This objective is possible with television, billboards, and newspaper advertising. Also with this audience’s children bringing home materials and talking about their lessons at school, this audience will be exposed. They will also be more likely to take part in community events.
O bjective 2: Reach 95% of tertiary audience in islands within Pohnpei and Chuuk 10 times during the first half of campaign. (R ationale 2): This objective is possible with these islands being the two largest and the most accessible islands to newspaper and overall media. They will also be exposed to the campaign because they will be at events and receive promotional materials.
O bjective 3: Reach 85% of tertiary audience six times from December through May. (R ationale 3): This objective is possible because the majority of the Micronesian population is Roman Catholic and will be celebrating Christmas, which will bring a lot of community events. We will also reach the tertiary audience through a presence at community events during this time of year and throughout their children’s school year.
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Media Strategy
Media Strategy
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Raising Awareness in Schools
Because Micronesia has a unique situation with a lack of school attendance,
the campaign will approach the primary audience with a strong focus that will motivate the students to attend. With an organized plan in place for the teachers, the campaign will focus on school curriculum, sponsored healthy lunches in the school system, and weekly healthy dinner party lessons.
In the school system, we will implement a school curriculum that will focus on
the prevention of non-communicable diseases. This curriculum will be placed into effect in all schools in the FSM, and it will be given to all teachers to teach. This curriculum will be developed by a publisher and an expert within the health and NCD field. Since the Micronesian population has an extreme problem with tobacco addiction, alcohol abuse and unhealthy lifestyles as a whole, the education system’s material will target these problems. This curriculum will be covered at least once a week, if not more, throughout the school months, which is from the months of August through May. This will take up a large portion of the campaign’s budget by using $25,000-$30,000.
Healthy lifestyles and being educated on its issues are important for the
primary audience. The campaign will focus on providing sponsored healthy lunches in all schools in Micronesia. These lunches will be placed on the school’s menu at least once a week, if not more, throughout the school months, which is from the months of August through May. Lunches will be sponsored through businesses on the FSM’s larger islands or available for healthy-living businesses across the nation. On these lunch days, we will serve meals that include grilled or steamed meats, fruits, vegetables and also provide purified water. At the end of these lunch days, the school will send home a recipe sheet for the student’s parents to see what they had
Media Strategy
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Raising Awareness in Schools, Continued. for lunch. Since these lunches are sponsored by other businesses, this portion of the campaign would take approximately $2,000.
Our campaign will also focus on hosting a healthy dinner party course in the top
10 elementary and middle schools in FSM. This course will take place every Friday starting in August in schools. A group, consisting of healthy chefs and teachers, will teach children new healthy eating concepts and how to prepare the meals. In addition to healthy eating, the group will also cover topics such as tobacco, betel nut, and alcohol use. Once the school semester is done, which will fall in the month of December, the students will host a dinner party and prepare a healthy meal for their parents and themselves. At this dinner party, the campaign will hand out a booklet of recipes that are prepared and what their children learned throughout the semester. We will continue this the following semester as well. This will also take up a large portion of the campaign’s budget by using $10,000.
In addition to this dinner party course, Local Announcements/Advertisements
TV station will record the hour of the dinner party lesson and then feature it on their channel. This program will be broadcasted as a cooking show/live segment. This will help children’s attendance because of the excitement of being on TV.
With the campaign having a strong presence within the educational system,
we plan to reach 90 percent of the primary audience 70 times within the campaign year. Our entire campaign within the school systems will take up $42,000.
Media Strategy
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Radio Advertising
Micronesia, a radio-listening population, will benefit significantly from radio
advertising for the prevention of non-communicable diseases. The campaign will utilize the most popular FM radio stations and also utilize AM stations segments featuring stories of those affected by NCDs.
The campaign is planning to utilize the FM stations of: FM 89.5 V6AK, which is
in Chuuk; FM V6BC, which is in Kosrae; and FM 88.5 V6BBC, which is a Christian radio station.
In addition, the campaign is planning to utilize the AM stations of: AM 1449
V6AH, which is in Pohnpei, and AM 1494 V6AI, which is in Yap.
On all of the FM radio stations, besides the Christian Radio, we plan to utilize
all of them on a continuity schedule. Because these radio stations are the most heavily listened, we found that it would best to place our budget here because of its strong usage across all islands of Micronesia. We have decided to utilize these vehicles from Tuesday through Saturday with 60-second commercials being aired at least seven times a day. They will air during the morning and evening commute and also during lunch hours. For the Christian Radio, we will run a 60-second commercial five times during the time of 8:00 a.m. and 2:00 p.m. only on Sundays.
For the AM radio stations we have chosen, we will primarily target the
campaign’s tertiary audience. The campaign will utilize these vehicles from Monday through Friday with five-minute segments being aired once during the evening commute. These segments will include emotional and personal stories about people that have been affected by non-communicable diseases. For example, a person would go on air and tell their story of how they have been diagnosed with cancer from smoking cigarettes and chewing betel nut. This type of segment would use
Media Strategy
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Radio Advertising, Continued. scare-tactics to the tertiary audience.
With a combining budget of $15,000 for radio programming for a year’s
campaign, that comes to 44 cents CPM. We hope to reach 80% of our secondary and tertiary audience at least three times for the campaign year.
Media Strategy
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Print Advertising
We plan to reach the campaign’s tertiary audience through print
advertisements within the newspaper medium. The media vehicle we plan to solely utilize is Micronesia’s primary newspaper, the Kaselehlie Press.
While the Kaselehlie Press is not Micronesia’s only publication, our campaign
has chosen to use this bi-weekly newspaper because of its circulation of approximately 1,200. The majority of the circulation lies in Pohnpei, but it does also put some content on its website.
The printable area of the newspaper is 10 inches wide by 13.3 inches tall,
and it sells its ads by fractions of a page. Our campaign plans to place halfpage advertisements in the first edition of the week, which is $175, and ¼-page advertisements in the second edition of the week, which is $100.
For the campaign year, we plan to use $14,300 of our budget for print
advertising. We plan to reach 30 percent of the campaign’s secondary and tertiary audience at least three times in a campaign year.
Media Strategy
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Television Advertising
Among the more populated islands of Micronesia, we plan to reach all of our
audiences through television commercials and also a cooking show.
We believe
utilizing the following television channels will allow us to expose each audience to our campaign using commercials. We are using the figure commercial-cost of $3.00, so we plan to use this media vehicle evenly to help distribute our campaign.
The television company is through FSM Telecommunications Corporation
(International/Domestic/Internet-Government Owned). We plan to utilize five television stations to target our primary, secondary, and tertiary audiences. Each television station we are utilizing was specifically chosen to catch the attention of each audience.
For our primary audience, we plan to utilize the Cartoon Network. This channel
will be used because the primary audience is so significant to our campaign. Since this audience differentiates from the others, we will have a cartoon commercial that would appeal to these children. We plan to distribute our commercials on this channel for a whole year. Five commercials will be scheduled from 3:00 p.m. to 5:00 p.m. Monday through Friday. We also plan to run this commercial four times on Cartoon Network from 8:00 a.m. to 12:00 p.m. Saturday and Sunday. With 33 commercials scheduled each week on Cartoon Network, it uses $5,148 of our campaign’s budget.
For our tertiary audience, we plan to utilize CNN International. We plan to
distribute our commercials on this channel for one year. Three commercials will be scheduled from 5:00 a.m. to 9:00 a.m. Monday through Friday. We also plan to schedule two commercials from 6:00 p.m. to 10:00 p.m. Monday through Friday. With 25 commercials scheduled each week on CNN International, it uses $3,900 of our campaign’s budget.
Media Strategy
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Television Advertising, Continued
For our tertiary audience, we plan to utilize Local Announcements/
Advertisements for commercials and to also host a cooking show that is featured at the schools in Micronesia. We plan to utilize this channel for one year, and two commercials will be scheduled from 7:00 a.m. to 9:00 a.m. Monday through Friday. We will also have two commercials scheduled starting at 2:00 p.m. to 4:00 p.m. Monday through Friday. With 20 commercials scheduled each week on Local Announcements/Advertisements, it uses $3,120 of our campaign’s budget.
For the campaign’s cooking show, we will have an hour-long segment that
focuses on healthy eating through a cooking show and a feature spot of the school’s healthy dinner party course. This show will be featured on Saturday mornings from 10:00 a.m. to 11:00 a.m. This show works for our campaign because it will entice our primary audience to watch and see themselves on TV, and it will also entertain our tertiary audience. During the Friday educational course, the film crew will go to the schools and record the lesson of the week. In addition to the educational spot, the segment will also go in depth on the topics of NCDs. There will be a Micronesian woman hosting and cooking on the show with guest appearances of well-known chefs, health gurus and possibly celebrities.
Our campaign is allocating $100,000 for the year to produce this show, which
we would call “Living Healthy for Reconstruction.”
To expose our message to the campaign’s secondary audience, we plan to
expose our commercials on ESPN because of their interest in sports. This yearlong campaign will feature four commercials each day from 4:00 p.m. to 8:00 p.m. between Monday through Friday. We will also plan to utilize ESPN again Saturday and Sunday, and four commercials will be scheduled from 11:00 a.m. to 8:00 p.m. With 28 commercials scheduled each week on ESPN, it uses $4,368 of our
Media Strategy
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Television Advertising, Continued campaign’s budget.
The last channel we plan to utilize for our campaign is the Movie Channel. We
believe this channel will give us the opportunity to feature all audiences because of the diverse choices of movies. This year-long campaign will feature five commercials from 3:00 p.m. to 6:00 p.m. Monday through Friday. We will also schedule eight commercials between 4:00 p.m. and 10:00 p.m. Saturday and Sunday. With 41 commercials scheduled each week on Movie Channel, it uses $6,396 of our campaign’s budget.
WIith this entire television campaign, we plan to reach 95 percent of our
tertiary and secondary audience at least 10 times for the year.
ESPN $4,368
Movie Channel $6,396
Cartoon Network $5,148
CNN International $3,900 Local Announcements/Advertisements $3,120 Cartoon Network CNN International
$100,000 Cooking Show
Local Announcements/ Advertisements Cooking Show ESPN Movie Channel
Total: $122,932
Media Strategy
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Outdoor Advertising
Throughout the islands of Micronesia, we plan to use outdoor advertising to
help reach our primary, secondary, and tertiary target audiences. We plan to utilize billboards on the main roads and also place them on local boating docks in each island. Micronesia’s 607 separated and some rural islands make outdoor advertising more challenging. We have decided that focusing on outdoor advertising is our strategy to reach these isolated populations that still need help.
On the heavily populated islands in Micronesia, we plan to put up three
billboards on each main city’s roads. These will be placed in the cities of Weno, Sokehs, Nett, Kitti, and Kolonia.. We plan to alternate each standard-sized billboard every six months. Our billboards’ message will focus on a healthy diet, the risks of smoking, and the effects of alcohol abuse.
On Micronesia’s less populated and separated islands, our plan is to put one
standard-sized billboard up on a variation of 30 islands on each main road. Each billboard will alternate every three months between the three themed billboards, which were previously mentioned.
In addition to utilizing billboards on the islands’ main roads, we also plan to utilize
the main boating docks of each island and place billboards at the higher-traffic boating areas. The campaign will utilize 30 smaller-scaled billboards, which will be alternated every three months, between the diet, smoking, and alcohol-themed billboards.
Our goal is to have a pulsing outdoor advertising schedule for the entire
campaign. With each standard-billboard costing an estimated $200 per month and a smaller-scaled billboard costing $100 per month, we plan to allocate an estimated $108,000 of our budget to pay for the billboard advertising throughout the islands of Micronesia.
With outdoor advertising, we plan to reach 95% of all audiences at
least five times throughout the campaign.
Media Strategy
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Events
In the Federal States of Micronesia, there is a strong need for health care
and education about non-communicable diseases. We plan to create new events and take advantage of Micronesia’s already existing camps to expose each audience to our campaign’s message.
Our campaign has decided create its own health fair that will be featured in
Micronesia’s most populated cities of Weno, Sokehs, Nett, Kitti, and Kolonia. At this fair, we will offer the following tests at no cost to the public: blood pressure screenings, blood sugar screenings, and fitness tests. We will also offer and administer vaccines at low cost. We feel that if we have this fair, Micronesians will see first-hand how bad habits take a toll on their health and to see where their present health stands. In addition, we will also offer free transportation for the isolated islands, offer free games to the children, and give away prizes. We will promote this health fair among all islands and give out t-shirts for our campaign.
These fairs will be scheduled in each city for January and also in July. We
have chosen to schedule this fair before the school year starts so children can receive their vaccinations. We hope to reach 90 percent of each audience at least once a year. Our campaign sees these 10 health fair events as a critical need, so we will distribute $150,000 for the entire campaign year.
Our campaign has also decided to create its own 5K race in Micronesia’s
same most populated cities. Because 5Ks are inexpensive to host and also bring a lot of attention, we feel strongly that it will be successful while also promote good health. This 5K Race will be directing its efforts strictly to the prevention of tobacco addiction. Because Micronesia’s cigarette use has increased significantly and has also increased cancer, we have decided to create an event strictly for this NCD. These 5Ks will be held in each city three times during the summer months, and we
Media Strategy
28
Events, Continued will also strongly encourage children and dogs to participate. Promotional material like t-shirts and hats will also be handed out during the races.
We hope to reach 85 percent of each audience at least once a year through
our 5K race. We will distribute $10,000 for these 15 races for the campaign year.
Since Micronesia also has pre-existing summer camps that already match
our campaign’s message, we plan to team with the hosting organizations and take part in them. We will take part in Camp Boys to Men and Camp Fapul. We will be present at the camps with lesson plans from our already-developed curriculum and fun activities for the children. Since these camps are on a smaller scale, our campaign wants develop the camp further by assisting in the program, insist attendance, and also create a stronger and positive message.
We hope to reach 65 percent of our primary audience at least two times
through these summer camps. We will distribute $5,000 for these two camps for the campaign year.
In addition to children’s camps, we plan to be present at all festivals on the
main islands with a booth, eye-catching advertisements and presentations, and free promotional material. We will allocate $2,000 for us to present at a variety of these events with free promotional material.
Budget
29
Camps
$5,000
5K
Other events
$2,000
Radio
$10,000
$15,000 Newspaper
$42,000
$14,300
School System
School System Radio Newspaper Cooking show
Health Fair
$150,000
Television
$100,000
Cooking show
Billboards Health Fair 5K
Billboards
Camps
$108,000
Other events
$22,932 Television
Total Budget $469,232
Darket colors — heavier advertisements
Lighter colors — lighter advertisements
Media Schedule 30
Contingency Plan
31
In a hypothetical scenario in which a surplus of finances would be available
to our campaign effort, the surplus would be heavily invested into schools and their curriculums. By doing so, we can expect to see an increase in enrollment and more consistent attendance throughout the schooling systems. We plan on making health into a positive, fun, and thrilling topic for the students by implementing more school programs focusing on health. Physical activity and providing healthier food choices every day would be among the top of our list. Not only will children attend classes more frequently due to subtle upgrades, but they will also look forward to their school days.
In the hypothetical scenario in which there is a shortage finances, we have
made the ultimate decision to cease or never begin our planned television series, which would have had an agenda of focusing on healthy foods, how to prepare those foods, and involving the primary audience. Through eliminating the TV show concept, we will still have enough money to generate television commercials and advertising with billboards, print media and also offer promotional material. Pursuing these avenues would have to compensate for the audience that would be lost from our now-cut television program.
Media Chart Media
Radio
Vehicles AM-1350 V6A
N/A
Mechanics Contact N/A
AM-1449 V6AH
Live 6 a.m.-12 a.m. Rebroadcast 12 a.m.-6 a.m. ReligiousChristian
AM-1494 V6AI
Live 6am-12 am, Rebroadcast 12am-6 am
Live Radio Streaming
AM- 1584 V6AJ
Live 6am-12 am, Rebroadcast 12am-6 am
N/A
AM- 1584 V6AJ FM- 89.5 V6AK FM- 104.0 V6AF Newspaper
Audience
32
Christian
Live Radio Streaming
(P) (691) 320-2296 (E) V6AH_Radio@ mail.fm (W) www.fm/ pohnpei/radio.htm
(P) (691) 350-2174 (E) petergar@mail. fm (W) www.fm/yap/ radio.htm (P) (691) 370-3040 (E) kosraebroadcast@yahoo.com (W) www.fm/kosrae/ radio.htm
500-1,000 mile reach, (P) (671) 646-6464 (E) guamhq@pmaLive radio streaming pacifice.org Stationed in Guam
(W) pmapacific.org/ ministries/radio
N/A
ReligiousChristian
N/A
N/A
Kaselehlie Press
1,200; 2 x per week
Tabloid; Full Color; Col/Inch
Marianas Variety
FSM-2,000; 2 weeks CNMI-40,000
Tabloid; Full Color; $8.25 per Col/ Inch
Kosrae State Newsletter
N/A
N/A
N/A
N/A
N/A Bill Jaynes, Editor (W) www.kpress. info Zaldy Dundun, Editor (E) editor@mvariety .com ( P) (670) 234-9798 or (670) 237-9272 EXT. 227
N/A
Media Chart Media
Vehicles The Micronesian Alliance
Television
FSM Telecommunications Corporation (International/ Domestic/ Internet-Government Owned FSM Telecom Headquarters
FSM Telecom Chuuk Office
FSM Telecom Yap Office
FSM Telecom Korsae Office
Audience N/A; 2 weeks Inhabitants of: Yap, Kosrae, Chuuck, and assist the state island of Pohnpei
33 Mechanics Contact N/A
N/A
(P) (691) 370-6131 (E) equatormedia@ yahoo.com
N/A
(P) (691) 350-2174 (E) PresidentJohn Sohl A) P.O. Boz 1210 Kolonia, Pohnpei FM 96941 (P) (691) 320-2740 (F) (691) 320-2745 (E) etergar@mail.fm (W) www.fm/yap/ radio.htm Manager - Minoru R. Mori (A) P.O. Box 156 Weno, Chuuck FM 96942 (P)(691) 330-2333 (F) (691) 330-2797 Manager - Peter Garamfel (A) P.O. Box 189 Colonia, Yap FM 96943 (P) (691) 350-2104 (F) (691) 350-2570 Manager - Witson Phillips (A) P.O. Box TC Tolfol, Korsae FM 96944 (P) (691) 370-3000
Media Chart Media Summer Camps
Vehicles
Audience
Beutify CNMI Micronesia Challenge Summer Camp
N/A
Summer Programs Participants (Pohnpei)
200 particpants
Library Camp (Pohnpei)
100 particpants
34 Mechanics Contact This camp’s goal was to introduce kids to conservation issues, the "Micronesia Challenge,” and environmental careers. Some of the things they spoke about were to avoid driving on the beach because it drips oil, creates ruts, impacts the sand, and kills vegetation. In the 2012 camp, the instructors and volunteers shared stories and provided fun activities for the children of Pohnpei. The kids learned songs, crafted, and enjoyed other educational activities . The program was funded through a grant from Australia Foreign Aid. This camp’s purpose was to give children a love for books, libraries, and reading. The camp also had the intention to build community awareness and teach the children of Pohnpei about the world.
(A) P.O. Box 1961 Koror, Palau 96940 (P)(680) 488-8008 (E) themicronesiachallenge@gmail. com (W) http://themicronesiachallenge. blogspot.com/p/ contact.html
(A) Box 284, Pohnpei FM 96941 (P) (691) 320-2423 (E) pohnpeipubliclibrary@gmail.com (W) http:// pohnpei publiclib rary.blog spot.com
Pohnpei Public Library 2012 (A) P.O. Box 284, Pohnpei FM 96941 (P) (691) 320-2423 (E) pohnpei publiclib rary@gmail.com (W) http://pohnpei publiclibrary.blog spot.com
Media Chart Media
Vehicles Camp Boys to Men (Chuuk)
“Camp Fapul” (“Young Women‘s Camp”)
Audience N/A
N/A
(Chuuk)
Curriculum
Youth Environmental Ambassadors Summer Camp (Pohnpei)
42 particpants
Macmillian/ McGraw-Hill
Students starting Pre K through 8th Grade
35 Mechanics Contact This camp took place on June 18th-June 22nd in 2012 on Moch Island. Outsiders witnessed dangerous behavior among the young male population, such as extreme tobacco usage, high dropout rates, and unsafe sexual practices. This four-day summer camp is catered to 8th grade boys in the Mortlocks.
Chuuk Field Office (A) P.O. Box 760 Weno, Chuuk FM 96942 (P) (330) 993-8835
This camp took place on June 18th- June 22nd in 2012 on Piafou, a small island near Lekinioc h for young girls. Women were much more excited about planning the camp.
Chuuk Field Office (A) P.O. Box 760 Weno, Chuuk FM 96942 (P) (330) 993-8835
During the five-day camp, students learned the skills that are needed to become environ mental leaders. The camp is held in Pohnpei.
Conservation Society of Pohnpei (CSP) P.O. Box 2461 Kolonia, FM 96941 (P) (691) 320-5409 (W) http://www. serehd.org
Curriculum comes inside books, with purchasing the books the cost varies depending on how many books to order.
McFraw- Hill School Education (P) (800) 334-7344 (F) (614) 8601877 (E) General: SEG_ Customerservice@ mcgraw-hill.com Ordering :MMH_Or derservices@mcgr aw-hill.com
Media Chart Media
Outdoor
Vehicles
Audience
The EdVenture Group
Students starting Pre K through 8th Grade
Achievement First
Students starting Pre K through 8th Grade
N/A
N/A
36 Mechanics Contact Curriculum comes inside books, with purchasing the books the cost varies depending on how many books to order.
N/A
N/A
(A) 1290 Suncrest Towne Centre Morgant own, West Virginia 26505 (P) (304) 296-9021 (F) (304) 296-9049 (E) info@edgroup.o rg
N/A
N/A
References
37
1. Bureau of East Asian and Pacific Affairs. (2012, April 9), Retrieved from http://www.state.gov/r/pa/ei/bgn/1839.htm 2. World Health Organization; Western Pacific Region (2008) Federated States of
Micronesia (Pohnpei) NCD Risk Factors STEPS REPORT, 127 pages. Retrieved from
http://www.who.int/chp/steps/STEPS_Report_Micronesia.pdf 3. PIN: Promoting a Healthier Pacific- Pacific Islands NCDS (2010) PDF, No. 69, ISSN
10022-2782, 24 pages. Retrieved from
https://www.spc.int/dmdocuments/PIN69web.pdf 4. 2008-2013 Action Plan for the Global Strategy for the Prevention and Control of
Noncommunicable Diseases PDF. 42 pages. Retrieved from
http://www.who.int/nmh/Actionplan-PC-NCD-2008.pdf
5. Federated States of Micronesia. (2000-2012) . Administrative Units & Main Cities
[Data File]. Retrieved from http://www.geohive.com/cntry/micronesia.aspx
6. Schultz, S. (2005, December 28). Calls made to strengthen state energy policies. The
Country Today, pp. 1A, 2A. 7. Pohnpei Observes the 2012 International Day of Disaster Reduction and World Food Day.
(2012, October 29). The Kaselehlie Press
8. Federated States of Micronesia. Countries and their Cultures. (2012). Retrieved from http://www.everyculture.com/Ma-Ni/Federated-States-of-Micronesia.html