Mega Adds Color to Your Community
Innovation, Inc. is a start-up media company, specializing in imaginative
advertising campaigns, but with the capabilities to do it all. Innovation, Inc. got its start in the Fort Worth area when four ambitious Texas Christian University students decided to make the venture. Today, Innovation, Inc. successfully markets for a number of local and national clients, providing a creative and insightful look into the world of advertising and media planning.
Megan Smock Hometown: San Antonio, TX Age: 20 I have a twin sister!
Eleanor C Towles Hometown: Atlanta, GA Age: 21 I have a puppy named Aurora!
Dean H. Kinkel Home town: Flagler, Colorado Age: 21 I can wiggle my ears!
Molly Cravens Hometown: St. Louis, MO Age: 21 I love the summertime!
Table of
Contents
Executive Summary
1
National Application
2
Research
3
Situation Analysis
5
Positioning Strategy
13
Creative
14
Media Plan
17
Sources
26
executive summary 1
Executive Summary Innovation, Inc. has captured the inclusive and vibrant personality Mega employs to connect its listeners to the greater community.
Target Market Definition This campaign identifies a target market who will most readily benefit from and become loyal to Mega 107.5. This target market has been named area Spanishspeaking listeners. Primary and secondary research have focused the definition of Spanish-speaking listeners to those 21-34 years old, living in the Hispanic pockets of the Dallas/Fort Worth area who are educated, working and family oriented.
Positioning This campaign presents the Community Strategy that positions Mega as the most inclusive and vibrant station in the Metroplex. Appealing to a sense of community, the campaign appeals to Spanish-speaking listeners more effectively than Mega’s competitors. By establishing a sense of community, people can come to rely on Mega for more than just music.
Creative The creative execution vibrantly illustrates the color Mega adds to one’s community and life. Featuring the MegaBicicleta, the campaign presents an exclusive tool that connects the creative executions to the community on a personal level. By using innovative media channels, the execution stands out beyond the competition, and details Mega’s unique personality.
Media The media plan uses effective reach and frequency to present the Mega Adds Color to Your Community message to Spainish-speaking listeners when they are using the radio the most. With a local emphasis, this model uses a mix of tradition and innovative channels to build Mega’s brand as inclusive and vibrant. Innovative promotions will position Mega among the top, most recognized Hispanic radio stations in the Metroplex. Media selected include local buys in newspapers, television, outdoor and transit media, Social media, gas stations, the MegaBicicleta, the Mega CalleTiro and a texting platform.
national application 2
National Application Four National Markets CBS Radio’s Mega is active in four cities across the United Sates: Houston, Dallas/Fort Worth, Miami, and Chicago. Based on the 2009 census, these four cities are among the top ten in terms of Hispanic populations. The versatile nature of our campaign will make it easily adaptable to the four national markets in which CBS Radio’s Mega is located. Although our main area of interest is the Dallas/Fort Worth area, the campaign itself is targeted towards the Hispanic community at large. Miami, Chicago, Houston, and Dallas all have some of the largest populations of Hispanics in the United States, therefore, a campaign for a Spanish-speaking radio station would be very successful in any of the four markets. Our campaign focuses on a sense
of community which is important to the Hispanic population at large. The promotional items that make up our campaign can easily be adjusted to fit any of the four markets, such as changing the Fort Worth skyline to that of Chicago or Miami. Hispanic Populations 18+ Miami 1,326,700 Chicago 1,046,950 Houston 1,017,640 Dallas 855,265
research 3
Research Research Objectives
Primary Research
Determine if the Fort Worth Spanish speaking population is aware of Mega 107.5. Specifically revealing which demographics are aware of Mega. Describe the similarities and differences between Dallas/Fort Worth Hispanics and the national Hispanic population. Differentiate Hispanic radio formats nationally, while describing national trends in Hispanic Radio Reveal the psychographics of the Hispanic community in relation to Media.
Conducted a Hispanic radio survey outside of a local Hispanic grocery. Fifty people were picked at random to participate in the survey.
Research Strategies Gather information from traditional surveying of the Fort Worth Hispanic community. Analyze published information relative to the Hispanic community and their media, specifically radio, usage.
Secondary Research The bulk of the secondary research was collected from Arbitron. Arbitron’s national studies gave us an insight into the demographics, psychographics, and geographics of the Hispanic radio listener. In addition, the research investigated the listening habits such as, locations, duration, and time of day. Also detailing the different formats of Hispanic radio.
research 4
Noteworthy Findings Hispanic Radio Survey
Arbitron Studies
Majority of the survey participants spoke both English and Spanish. The bulk of participants claimed Spanish is their primary language. The car and home are the main locations of time spent listening to the radio. 70% of the participants were females. While the bulk of participants are familiar with Mega 107.5, only half claim to listen to Mega 107.5 regularly. 40% prefer a pop radio station. 30% prefer a traditional radio station. 30% prefer a talk radio station.
Hispanics make up 14.8% of the US population. The number of Hispanic radio programs is increasing yearly. Away from home listening has increased for Hispanic males. Spanish Contemporary radio is the second-mostpopular Hispanic format, popular with 13% of the Hispanic radio listeners. 58% of the Spanish Contemporary audience are females. The average age of the Spanish Contemporary listener is 33 years old. 77% of the Hispanic Pop Contemporary Hit Radio is under 35 years old. Time spent listening has increase in males 25+ Radio listening by Hispanics peaks between 7am-8am. Away from home listening for Hispanics peaks between 2pm-3pm.
situation analysis 5
Situation Analysis Industry Overview
Situation Analysis Contents
industry overview history of hispanic media competition demographics & psychographics geography & seasonality target audience SWOT analysis
5 7 8 9 10 11 12
The United States is home to thousands of Spanish language media outlets, ranging from giant commercial broadcasting networks with audiences numbering in the millions to low-power radio stations with audiences in the hundreds. CBS Radio’s Mega, will establish itself as a key player in this mix of Hispanic media outlets. Hispanic radio is an ever-growing category within the radio medium. Over the past year there have been significant changes within Hispanic radio, which could help Mega to efficiently utilize media for greater exposure and acceptance. While Hispanic radio’s reach remained relatively strong in 2009, the average quarter-hour ratings went down by 36% in the fall and decreased by 22% in the away-from-home listening category. Time spent listening also decreased from 2008, however, this is attributed to several independent variables and not a decrease in interest.
situation analysis 6
Industry Overview The weekend listening, however, has increased, now sitting only 1% percent less than weekdays from 7p.m.-5a.m. instead of 6% from the previous year. Findings indicate the away-fromhome listening is greatly increasing, especially during the summer. The data also suggests that while English-language formats are increasing, but the stations that speak only Spanish have the greatest ratings from individuals who speak Spanish as their native language. And ratings were higher from Native Spanish speakers. In general, women tune into the radio less on a weekly basis than men. Also, teens tune in more than the 24-35 year olds and older. The Mexican Regional radio format has the largest share of the Hispanic audience, followed by Spanish Contemporary and Pop Contemporary Hit Radio. Spanish Contemporary is the format used by Mega. Spanish Contemporary attracts more female listeners.
It also attracts a large group of people within Mega’s target age group, 24.8% of which are 25-34 years old. The data also suggests that 58.4% of the Spanish Contemporary listening is done away from the home and is concentrated within the Middle Altantic and South Atlantic regions. From this information, we can conclude that the best way to reach our target audience would be during the weekday with Spanish Contemporary music on a Spanish-dominant station. A larger portion of listening will occur away from the home, and listenership will increase during the spring and summer seasons.
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Demographics & Psychographics Hispanic people represent 14.8% of the U.S. population. Hispanics represent 29.8% of the population in Fort Worth and 35.6% in Dallas. Hispanic women who listen to Spanish Contemporary outnumber Hispanic men by a 60:40 ratio. 52% percent of Spanish-language radio listeners are married. While more than one third are single. Approximately 72% of Spanish language radio consumers were employed full-time or part-time, compared to 65% of the general population. From 5AM until 6PM, more radio listening by Hispanic consumers took place away from home. Although out-of-home ratings were at their highest in the 3PM hour, the proportion of weekday awayfrom-home tune-in by Hispanic listeners peaked from 2PM to 3PM, when 70% of listening was outside the home.
At-home took the majority of listening from 7PM to 4AM. At home’s share peaked from 9PM to 10PM with 69% of Hispanic consumer listeng. Radio’s reach among Hispanic Men ages 25-34 has remained steady for six years. Most Hispanics listen to the radio at home. In general, a higher percentage of women listen to radio, particularly with Teens and the 12-24 demographic groups. Hispanics are more family-oriented than the general population and there for value communitybased media more highly.
situation analysis 8
Competition Mega has several competitors in the Dallas/ Fort Worth area. The increasing number of Hispanic radio programs means that in order to be successful, a station must know their competition and get ahead of them. The most threatening competitors for Mega are Univion’s Fort Worth based station, La Kalle 107.9 and Liberman’s Casa 106.7. Liberman is the largest privately owned Spanishspeaking broadcast company. Their current campaign platform is that they “speak Spanglish” and include both Spanish and English versions of videos on their home page. However, this is a new development, and this promotion’s website is not finished yet. The newness of this station could easily shape the timing, development and flow of Mega’s campaign. Univision is an entire Spanish-speaking media company. It is not only devoted to the radio, but also a TV and cable. Univision is the number one Spanish-language radio group and consider
themselves the “voice for Hispanic Americans”. Their local website for La Kalle is in all Spanish. That could cause the most competition for Mega because it is already an established station, and directly competes with Mega’s Fort Worth demographic. Their website is also promotes other parts of the Univision corporation. Overall, there are large companies that pose the greatest threat to Mega’s ratings. However, Mega’s local presence, more concentrated coverage, and community-based feel give the station an advantage in radio broadcasting in the Dallas/Fort Worth area.
situation analysis 9
Geography & Seasonality Seasonality Summer is the peak season for radio, but the winter holiday season has also shown to be a heavy listening period. For the Hispanic listening audience, Monday - Friday’s out-of-home listening peaks between 6:00a.m. and 8:00a.m., then again at 2:00p.m. and 3:00p.m.. While Monday – Friday in-home listening peaks between 9:00p.m. and 10:00p.m.. The peak listening time for Saturday and Sunday is between 10:00a.m. and 1:00p.m..
Geography The population of the Fort Worth Area is about 653,320 people according to the 2006 Census Bureau. 29.8% of whom are of Hispanic or Latino origin and 29.1% of the population state a language other than English is their native language. In Tarrant County, the population is about 1,750,091 with 26% being of Hispanic or
Latino origin. This means that in Fort Worth and Tarrant county, the amount of Hispanic and Latino people makes up a significantly large group. In Dallas, the population is almost as large as the entire Tarrant County area, 1,232,940, with 35.6% of people being of Hispanic or Latino origin. 37.1% of the population does no use English as their native language. This means that marketing to Spanish speakers has a huge potential. Specific areas throughout Tarrant County and Dallas County have more concentrated Hispanic and Latino communities. The surrounding areas have businesses that cater to the Hispanic and Latino audiences featuring signage, ads, and promotions only in Spanish. Locating and concentrating on these areas can help to reduce ad waste and effectively reach the target audience.
situation analysis 10
Target Audience Primary Audience
Secondary Audience
Tertiary Audience
Mega has a strong women 25-35 audience already but there is a need to expand their cumulative audience and time-spent listening. This campaign will target working, family oriented women, who have their GED.
Mega is gaining a male audience with their increase in sports broadcasting. Using the Cowboys broadcasting exposure this plan will build a stronger male cumulative au dience. Furthermore, the plan will target male listeners for Mega’s other innovative characteristics. Specifically this campaign will target working, family oriented men, who have their GED.
Males and females 15-20 is an expanding radio market where Mega will establish strong brand loyalty that will carry over into the listeners’ adult years, when they will become part of the primary and second audiences. The campaign will appeal to active, trendy students.
Women 21-35
Men 21-35
Students 16-20
situation analysis 11
Brand Analysis
Strengths 100% Spanish Speaking Official Hispanic Broadcasters of the Dallas Cowboys 100,000 watt radio tower, strongest signal in Dallas-Ft. Worth Member of the very large CBS corporations Recognition of the ‘Joc’ Edwardo as a hip, connected person within the Hispanic pop-culture scene. Enticing features like commercial-free hours and Mega 4-play.
Weaknesses Weak listener numbers during the morning show No major station personality As a new station, Mega has not had time to build up consistent, loyal listeners. Identical playlists with other top Hispanic radio stations. Station has not fully established itself through social networking.
Opportunities Promote morning show with new host personality Partnering with Telemundo in order to gain more free advertising to the target market. Develop a text message platform to capitalize on the growing use by Hispanics, who are the heaviest using demographic. Promote MegaFest to a level where it can survive as a well-known multi-year event. Develop an iPhone application to take advantage of the growing new medium.
Threats La Kalle 107.9, Univision’s Spanish Radio Station Casa 106.7, Liberman’s Spanish Radio Station Growing number of Hispanic radio stations locally and nationally. More advanced industry knowledge of more established stations giving them the ability to block Mega as a competitor. Lose potential listeners because of CHR reputation development.
situation analysis 12
Innovation, Inc. has captured the inclusive and vibrant personality Mega employs to connect its listeners to the greater COMMUNITY.
positioning strategy 13
Positioning Strategy Objective: Inclusive & Vibrant
Strategy: Community
As a new station, there is a need to increase listenership and time spent listening from the Dallas/ Fort Worth Spanish-speaking communities. By creatively expanding the loyal listeners Mega will become a competitor with the other more well-established Spanish radio stations in the area. Distinguish Mega from other Spanish-speaking radio stations in the Dallas/ Fort Worth Metroplex by establishing an inclusive and vibrant station personality. Establish Mega as an informational and entertaining resource for music, news, sports information and local advertising, within the Spanish-speaking communities of the Metroplex.
Research indicates that family and community are important elements of Hispanic culture, and Mega should cater to this consumer attitude. Innovation Inc. is striving to bring members of the Dallas/Fort Worth Spanish-speaking communities together to achieve the sense of one large community. In order to do so, we must first portray Mega as an inclusive and vibrant community that can both service and entertain the Spanish-speaking population in the Dallas/ Fort Worth Metroplex. It is important for Mega to step out of the traditional roles of radio broadcasting in order to adapt a sense of family and close connections. This means appealing to young and growing families, but also reaching out to singles by providing information about community events, news, and services that would allow them to meet other area Hispanics. Innovation Inc. would like Mega listeners to associate a feeling of social and personal benefit while listening as well as the characteristics that are commonly associated with radio including: timeliness and consistency. By establishing a sense of community, people can come to rely on Mega radio for more than just music, Mega
adds color to your community.
creative strategy 14
Creative Strategy Mega Adds Color to Your Community This campaign appeals to Spanish-speaking radio listeners by evoking the emotions one feels about their own community. By depicting Mega as an inclusive and vibrant station, the creative execution shows that Mega only stands to add to one’s enjoyment. Understanding the tough competition, this campaign presents Mega in relevant channels, keeping the station top-of-mind, and revealing it’s unique advantages. Inclusive This creative approach speaks directly to the Spainish-speaking population of Dallas/Fort Worth. Featuring the MegaBicicleta, the innovative media channels used to deliver this message offer a new connection between Mega and its listeners. Also the Spanish copy will further appeal and connect the Spanish-speaking population to Mega’s all-Spanish format. The advertisement images vibrantly illustrate the color Mega adds to one’s community and life. With the Mega Adds Color to Your Community campaign, Mega will successfully establish itself as the most inclusive and vibrant Spanish radio station in the Dallas/ Fort Worth area.
& Vibrant
creative strategy 15
Creative Billboard
creative strategy 16
Creative Execution: The MegaBicicleta
media plan 17
Media Plan Media Objectives This plan selects the most effective media channels to reach the Spanish-speaking population of Dallas/Fort Worth. With an emphasis on outdoor media and promotions, this campaign will appeal to listeners when they are using the radio the most. The innovative and different mediums will give Mega a competitive edge over other Hispanic radio stations. Each medium will be purchased on a local basis to most effectively reach our target market.
Who: 21-35 year olds, working: full/part time, educated, family-oriented, bilingual, a part of a big household, listen to Spanish Contemporary radio
Where: Geographic Concentration- Dallas/Fort Worth
Primary Emphasis: Fort Worth (Tarrant County) Secondary Emphasis: Dallas, Greater Fort Worth Area (Arlington)
When: Year round
Highest promotion in the summer months when listenership is highest Flighting advertising schedule
How: High reach and moderate frequency High reach Promote brand awareness New promotions New marketing objectives Moderate frequency Advertising to select markets Because of a competitive market, enough frequency is needed to pull away from our highest competitors
Budget: Accomplish the above objectives with a media budget of $1 million.
media plan 18
Media Allocation Media Allocation
Scheduling Campaign will begin this summer (June 2010). Summer is prime listening time, which means our main advertising should be during this period. Promotion should lower a little in the fall (Sept./Oct. 2010), but stay relatively strong to keep a high reach Lower advertising in winter (Dec.-Feb.), a little higher in spring as it gets closer to summer. The campaign will run through May 2011 The Mega Adds Color to Your Community campaign will be introduced during this period.
percentages based on a $1 million dollar budget. Social Media
Texting 1% Outdoor 25%
Newspaper 11%
Direct Mail Promotions 17% Transit 12%
Television 12%
media plan 19
Media Strategy Traditional Media
Alternative Media
Television
The MegaBicicleta
Direct Mail, with coupons
Precisely defined target audiences Visually more capturing Potential partnership with Telemundo
Creatively eye-catching Essentially a one-time media buy Innovative and distinctively different
Seasonally distributed Specifically targeted audiences Captive audience
Newspapers
Mega CalleTiro
Mega 4-Play
Local emphasis Sense of immediacy Establish reputation with community
Active medium Attention grabbing Cost effective
Loyal audience Listenership incentive Establish a good reputation with community
Transit
Texting
Wide coverage of local markets Effective use of campaign message Eye-level advertising
Specific to Hispanic audience Specific targeted audience Interactive response
Outdoor
Gas pumps
Wide coverage of local markets Relatively low CPM Around the clock visibility
Geographic flexibility High-traffic areas Relationship with the radio medium
Radio
Social media
Local coverage Established network of CBS radio Cost efficient
Low cost Easy documentation of effectiveness Interactive
Promotions
Weekly trivia via texting Specific targeted audience Easy documentation of effectiveness Interactive
Mega CalleTiro take 1980’s boom boxes to the streets. Creative flexibility Cost effective Wide coverage of local markets
media plan 20
Media Tactics: Traditional Media
Television (12% of media budget)
15-second spot on Telemundo Telemundo was selected as part of the media buy because it offers direct access to the primary target audiences and an oppertunity for partnership. Television will present our campaign in a visually vibrant way. In order to cut costs a flighting advertisement schedule will be established.
Newspapers (11% of media budget)
color, 1/3 page (4 columns by 8 inches) Emphasizing local newspapers specifically reaches our target audience in an immediate & comfortable forum, with the local demographic minimizing waste. A pulsing schedule, heavy the first week of every month, reaches the target market on a consistent basis.
Transit
(12% of media budget) Full color displays on the sides of buses. Bus displays will allow Mega to specifically target the Hispanic pockets within the Metroplex with eye-level, vibrant images. Short direct messages are effective. Continuous exposure to Mega will help build the loyal listeners needed to sustain the station through maturity
Outdoor (25% of media budget)
Full-color posters 12’ x 24’ Billboards will be strategically placed along major interstates and within the Hispanic pockets of the Dallas/ Fort Worth Area, reaching the target audience in the car, one of the primary listening times. The relatively low cost, broad reach and 24/7 visibility make outdoor advertisement essential for this Media plan and the highest budget allocation will be given to the year-round advertising campaign.
Radio (0% of media budget) 10-second spots on CBS Radio’s 5 other area stations While it is essential to promote radio on other stations, Mega has a unique opportunity as a member of the CBS Radio family. Obviously cost effective, these stations offer access to listeners familiar with CBS Radio, while providing exposure to new listeners unaware of Mega’s presence in the Metroplex. The continuous reminder on a plethora of radio stations will effectively cover the local Hispanic markets.
media plan 21
Media Tactics: Alternative Media MegaBicicleta (allocated under Promotions, 17%)
2 creative designer bikes made by the local artist, This completely new media offers a distinctive visual that will be unique to Mega, attracting local inhabitants of all backgrounds. The Spanish message will evoke particular relevance and inclusiveness for Mega’s target market. As essentially a one-time media buy, the MegaBicicleta is a uniquely valuable tool that is highly cost effective.
Mega CalleTiro (allocated under Promotions, 17%)
Multi-member ‘on-site’ street team The Mega CalleTiro creates an active medium primarily concerned with the interaction between the station and the Spanish-speaking community. Attention grabbing promotions will set Mega apart from their competition,
Texting (1% of media budget)
Funny picture messages leading to Mega’s website Research shows that Hispanics are among the heaviest texters in the nation, especially within the younger demographics. This makes a texting platform a cost-effective, crucial tool within this media plan. Texting will allow Mega to reach a very specific audience in an interactive and enjoyable way, that also carries a personal connection.
Gas pumps (allocated under Trasit Media, 15%)
Full color banner ads Placing ads at gas stations along the major interstates and within the Hispanic pockets of the Meproplex, will effectively reach the target market. This distinctive channel is particularly useful to Mega because of it’s close connects to the radio medium. Research shows that the car is where the most radio-listening occurs. The vibrancy and inclusive nature of this campaign will work particularly well to draw-in new listeners.
Social media (11% of media budget)
Full color ads & user profiles on Facebook and Twitter By using both the social networking advantages, and advertising opportunities of these two channels, this campaign will become an interactive dialogue. Maintaining a member profile will allow Mega to easy track effectiveness while presenting an inviting forum in which the target market can engage. The advertising opportunities will allow for very specific ad placement and popularize the station with a younger demographic.
media plan 22
Media Tactics:
Promotions
Direct Mail (11% of media budget)
Color mailing piece containing relevant coupons By sending direct mailing pieces three times a year, Mega reaches a specific audience without becoming an annoyance: a piece in July to kick of this campaign, another in middle November just before the holidays, and the last in April as a friendly reminded and wrap-up of this campaign.
Mega 4-Play (allocated under Promotions, 17%)
Radio contest, ‘listen and win’ played daily Mega 4-Play offers an on-air promotion to get an instant evaluation of the show. By offering incentive to listen, Mega will build loyalty and listenership. Similar to the competition, this and similar promotions are what tip the balance to one station or another, giving Mega a chance to tip the scales in their favor.
Weekly trivia via texting (1% of media budget)
Trivia questions sent weekly and offer prizes Along with the other texting platforms this will prove to be especially effective to the Hispanic community. Trivia provides a fun and interactive way to connect Mega to it’s audience, while receiving instant feedback.
CalleTiro Boom-Box
(allocated under Promotions, 17%) 1980’s boom-boxes on the streets, playing Mega Mixing old trends with Mega’s new music will invite listeners of all radio to turn and look. This will attract a large audience very cost-effectively while establishing Mega within the community as a hip, fun, interactive radio station.
media plan 23
Media Plan Flow Chart