Spartan Saga Student Engagement Campaign MSU University Relations
1
Table of Contents
Memorandum ..............................................5 Situation Analysis ........................................9 Strategy Research .....................................12 Creative Brief .............................................24 Creative Work ............................................28 Media Plan .................................................53
Memorandum
Dear Pam, Heather, and the rest of the Spartan Sagas team,
Through hard work and dedication the Regeneration Media team has been able to construct a campaign that specifically reaches out to current MSU students. By conducting our own research and using previous studies, the team was able to create a strategic research plan that enables Spartan Sagas to engage the current student body. After examining our findings we were able to come up with many new, exciting, and fresh creative advertisements spanning from print ads, TV commercials, and even the utilization of some very unique guerilla tactics. We, as a team, are certain that this campaign will provide the department with many new advertising and marketing ideas that can be utilized in Spartan Sagas future endeavors.
Memorandum
The Regeneration Media team would like to thank you for giving us the opportunity to work and create an innovative campaign for your department. This experience has provided us all with valuable insight into the advertising industry and we have enjoyed working with the University Relations helpful team to pursue a ground-breaking campaign.
We sincerely hope that you enjoy our proposal and would like to again extend a thank-you to the Spartan Sagas team. It has been an honor and pleasure to work with the MSU University Relations Staff. Sincerely,
egeneration M
E
D
I
A
Nadine Defensor, Jonni Glassman, Kevin Jackson, Yao Lu & Yang Xiang
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Situation
Analysis
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Spartan Sagas is a campaign ran by MSU University Relations in order to help them to build a stronger MSU brand image
This campaign was first started June 2010, with the intention of MSU students & alumni sharing their own life stories or nominate people who uphold Spartan values. It translates MSU’s brand image to a more personal level by showcasing Spartans who are making a difference in ways both big and small
SPARTAN SAGAS Competition
A challenge we found in the current advertising campaign of Spartan Sagas is that it is going against multiple campaigns happening (on campus) simultaneously. Thus, becoming less distinguishable and unrecognized amongst the current student body.
Situation Analysis
Client History
Product
Target Audience
The campaign targets MSU undergraduate students, graduate students, and alumni from different ethnic backgrounds, including international students from 94 different countries. These students are studying more than 150 different majors, participating in over 550 student organizations
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Strategic Research
An online poll was conducted in October 2011 in regard to a current MSU student’s awareness on the ongoing Spartan Sagas campaign. The 20 question survey was filled out by 93 students. Here are the results.
Which of the following activities have you done in the past seven days? The two main things that students stated that they had read/browsed on a social networking site with 14.5% and 12.8% of respondents stated that they had posted on a social networking site in the past seven days.
Posted Pictures on Social Networking Sites
Read a blog
Research homework for school Posted an opinion
Read a newspaper
Read/ Browsed a social networking site Watched video/ commercial ad.
Online advertising annoying.
Strongly Agree
A majority of 58.1% agreed that online advertising was annoying with 18.3% strongly agreeing.
Agree
Read news online Watch movies/ TV online
tPosted a status update
Neither Disagree
Advertisements that I often notice. The most common advertisements that students notice were TV commercials with 20.8%, billboard ads with 16.1%, and magazine ads with 11.4%.
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Other
Buses
Magazine Ads
Trains
Newspaper Ads
Bus Stops
TV Commercials
Taxi Ads
Bulletin Boards Restrooms
Cinema Lobbies
I find TV Advertising entertaining
Strongly Agree
In regards to TV advertising being entertaining 37.6% of respondents agreed that this was true for them, while 39.8% neither agreed nor disagreed.
Agree Neither Disagree Strongly Disagree
Billboards
I often notice ads when walking/ driving on campus The majority of respondents reported noticing advertisements while walking/driving on-campus with 43%, however 30.1% disagreed.
Strongly Agree Agree Neither Disagree
An advertisement is appealing to me when it is humorous
Strongly Agree Agree
Student respondents agreed that an ad is more appealing when it is humorous with 57.6% strongly agreeing, and 40.2% agreeing with the statement.
An advertisement is appealing to me if it demonstrates relevance to my life as a student The majority of students agreed that an ad is appealing when demonstrating relevance to student life with 58.1% agreeing and 19.4% strongly agreeing
I am more likely to sign up to follow a company on Facebook if the company offered a coupon or some other incentive Students are more likely to follow a company on facebook if there was some kind of incentive with 58.1% agreeing and 16.1% strongly agreeing.
Strongly Agree Agree Neither
Situation Research
Strongly Disagree
Disagree Strongly Disagree
Strongly Agree Agree Neither Disagree Strongly Disagree
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Other
Internet
Which media(s) do you use to stay informed?
Newspaper
Television
Blogs
Radio
The main media that students use to stay informed is the internet with 34.7%, with the next media being TV at 19.1%, and the newspaper as the third most used with 13%.
Billboards
Are you apart of a student organization, club, or group. (e.g. Greek community, student-led association, etc.)
Magazines
Other No Yes
The majority of students as involved with a student organization with 38.7% stating that they are involved in a student led group, and 40.9% stating a group that they are apart of.
I feel that my academic accomplishments in college are worth sharing A strong majority of individuals polled believe that their academic accomplishments are worth sharing with 53.3% agreeing and 27.2% strongly agreeing. A remaining 17.4% answered neither, while 2.2% of individuals disagreed.
I believe that student brand ambassadors have a positive affect on product or service’s identity 48.8% agreed that student brand ambassadors have a positive affect on the Spartan Sagas campaign. 33.3% individuals remained indifferent to the affect that student brand ambassadors have on the campaign.
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Disagree Neither Agree Strongly Agree
Disagree Neither Agree Strongly Agree
I believe as an MSU student I am contributing to the common good in ways both big and small.
Disagree Neither Agree Strongly Agree
I would be more willing to participate in a university sponsored contest or event if there was an incentive.
Disagree
A strong majority of individuals (66.3% agreeing and 23.9% strongly agreeing) said that they would participate in a university sponsored contest or event if there was an incentive.
Strongly Agree
Have you heard or seen advertisements pertaining to Spartan Saga’s, an MSU Brand?
Yes
Neither Agree
No
Situation Research
A strong majority of individuals (61.3%) agreed that they are doing big and small contributions as an MSU student.
More than half of those polled (54.8% ) said that they have not seen or heard advertisements pertaining to Spartan Sagas, an MSU brand while 45.2% stated they have did.
If you answered “Yes” to number 14, What are your feelings toward the Spartan Saga’s brand? A majority (46.3%) of individuals felt indifferent to the Spartan Saga brand while the 31.7% felt a positive feeling towards it.
Not Applicable- I answered “No” Neither Positive Very Positive
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Alumni
Current Year in MSU Nearly half of the respondents (41.9%) were MSU seniors. The other half comprised of juniors (22.6%), sophomores (10.8%), alumni (14%), graduates (7.5%) and freshmen (3.2%)
Age 21 was the most common age of respondents (31.2%) of the survey, but vast distribution between 18-25 made the remaining respondents.
Grad Student Senior Junior Sophomore Freshmen
Other
Age 21
Age 25
Age 20
Age 24
Age 19
Age 23
Age 18
Age 22
Gender 60.2% of the survey respondents were female, while 39.8% were male.
Ethnicity
Asian was the most common ethnicity of those who answered the survey as they made up 57% of the respondents. White/Caucasian came in second with 31.2%, while Blacks/ African Americans and Hispanic/ Latinos were equally 2.2%. The remaining 7.5% listed themselves as others.
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Female Male
Other Asian Black Hispanic White
Consumer Behavior Survey Review •
Create ads that are relevant to the college student lifestyle. Ads that do not pertain to lifestyle will not resonate. Internet is the main media that students use to stay informed, thus we should utilize social networking sites such as facebook & twitter to create attachment with MSU students
•
Employing Brand Ambassadors can help create a positive brand image.
•
Vast majority of respondents felt that as students they are contributing and have a story to tell. The students have stories. Compel them to share.
•
Low brand awareness. Those who knew of the brand remain confused of its purpose/function.
Situation Research
•
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Studies about College Student Lifestyles in the United States
PROMOTIONAL ACTIVITIES
Music Television University (MTVU) •
A sister network to MTV, is a 24-hour cable TV channel dedicated exclusively to reaching college students
•
The channel is broadcast to more than 750 college campuses across the country, reaching nearly 9 million students in their dining halls, lounges, fitness centers, and dorm rooms
•
Runs more than 500 on-campus events per year, further increasing awareness among college students.
•
Running ads on this innovative and highly targeted network (and others like it) may be among the most effective ways to reach large numbers of college students across the nation.
•
MTVU’s high level of engagement with the country’s college student population makes it an ideal platform for reaching that audience with promotions for new music, food and beverages, and electronic devices.
Student Ambassadors • •
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College students are notorious for their resistance to traditional marketing efforts Several national brands such Coffeemate and Redbull are using student representatives in order to make direct contact with college students and integrate their brands into student lifestyles (USA Today)
Contributed to the perceived authenticity of the offer, thereby breaking down barriers that students often put up when they think companies are marketing to them.
•
Student brand managers are expected to create personal experiences with college students by distributing products and building excitement for events
Online Coupons •
Students are more likely to search online for coupons (56%), compared to just 44% of nonstudents
•
Online shopping is a rapidly growing segment of the economy and one that is likely to shape many businesses in the future while also influencing lifestyle trends.
•
Mintel’s Online and Mobile Shopping—U.S., July 2011 indicates that online retail sales increased 15.2% in 2010 and they are expected to increase another 13.1% in 2011, at which point they are expected to reach approximately $189 billion.
•
Students are more likely than nonstudents to search online for coupons that can be used at stores where they shop
Situation Research
•
SOCIAL MEDIA EFFECTS • • •
Social Media Campaigns can be effective way of reaching out to college students 74% of students reported visiting a social networking site in the past 7 days Sleeping, school, work & online activities are what students spend most time doing
Data from Mintel: American Lifestyles
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• Strong, key message, concentrated on hardworking excellence • Brand has strength in reaching out to alumni Current advertising is seen as high quality, professional, • and is viewed positively by students aware of the brand • Willingness to reach out to current undergraduate students
WEAKNESSES
STRENGTHS
• Lack of brand awareness amongst students with 45% reporting having seen the advertisements but of those respondents, 69% reported an indifferent attitude. • Unclear brand objectives, goals, and purpose • No strong motivations for students to participate • Current advertisements are not relevant to student lifestyle thus they have a hard time resonating with the student body
• New students attending MSU each year with a Fall 2011 freshman student body of 9,461 • Expanding on already existing social media webpages such as Twitter and Facebook • Michigan State University has global recognition identifiableboth nationally and internationally • Increase awareness of Spartan Sagas • More creative advertising possibilities
OPPORTUNITIES
• Employing students to reach out to current students to compel participation
THREATS 22
• Weak webpage links that do not direct students to the appropriate Twitter/Facebook page • Indifferent attitudes held toward the brand by the current student body • Similar Campaign used by other universities
Situation Research
Comparison: Ethnic Origin Fall 2010-2011
+ 0.3%
69.5% +10.3%
-1.5% + 0.6%
4.3% White
Asian
12.3%
6.5% Black
+10.3%
3.3% International
Hispanic
Graphs corresponds to the Fall 2011 enrollment total of 47,954 students Data from Michigan State University Office of the Registrar
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Creative Brief
ne
ad v
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W
Ins ig
rel e
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sa t Student body is h
t o:
t the audienc u o e b
ampaign: the c to
extremely active on social networking sites; they use internet as their main source of staying informed; 75% students feel that their academic accomplishments in college are worth sharing; Demonstrate lifestyle relevance to student lifestyle; show how Spartan Sagas can deliver a sense of emotional pleasure
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g kin al
e tw
un Cu de rre gra rgr nt du adu stu ate ate de MS / nts U .
advertisin
.
h
g i st
In cr e fo ss ase an rc aw e d in t Sp o p a d are ar art rivi ta n i n cip g Sa at ga e .
W
the
want the
g to d o :
o
in s i t er
blems:
Creative Brif
o
How w
e
dv
pro
iew the b ra n to v
e al n o i ot m e eing e t b a f Cre nt o ga; e chm he sa do a t e t t a w t of ngs i e in h t c par l n l e ma ffer s i d e Th big tell a e e w ak s m n orie t s ca the
v
et
th
se
How our a
will address
e target m h t t ar k an Pe gro atte rson wt ntio al Un h po n an ma ssi d b t ex c i pe hed lities rie nc life ; es
ew
facing:
ng i s rti
ad
se Cre n a o of nfid se o te a be en f p ing ce rid Ma tan par & lo e, its king Sa t of yalty be it s gas; Spa i n ran g a eem d r cc ela es like tab sib le le
W ha tt
ntly rre cu
Ma in
Lack of connection with students; No actual campaign to engage active students; No strong motivations for students to participate; Less appeal to students, more towards alumni
nec
nt t h e
d
is
wa e w
ng to evoke: tisi er
o pr
at ms th the bran e l b d
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Creative Work
Outdoor Ads Print
aga sag
sa saga aga sag saga sag saga saga sa agasag sagasa Spartans will always have a
Share yours today. visit www.spartansagas.msu.edu
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Print Advertisement will be posted all over campus (dorms and academic buildings) to raise awareness of the campaign. Dynamic colors are used for a more youthful approach to students.
Have you
SAGA
ed
today?
Share yours today visit www.spartansagas.msu.edu
Creative Work
saga Spartans will always have a
Share yours today
visit www.spartansagas.msu.edu
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Outdoor Ads Billboards
What is your saga? visit www.spartansagas.msu.edu
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Billboards will be placed at all major arteries coming into East Lansing. A vibrant color scheme is once again used to capture the youthful approach to the campaign.
Outdoor Ads
Have you
SAGA today? ED
visit www.spartansagas.msu.edu
Have you
Creative Work
Billboards
SAGA today? ED
visit www.spartansagas.msu.edu
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Outdoor Ads Blow-Up Ad
Every
SPARTAN has a
SAGA.
Share yours today. visit www.spartansagas.msu.edu
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This advertisement is designed for students to visualize themselves as being part of the Spartan Sagas campaign. The blank face represents the ordinary MSU student whose simple stories are worth sharing.
Promotions
Creative Work
Stress Ball
The Stress Ball is designed as a give-away promotion to students on campus during events such as Sparticipation, football games, and so forth. Brand ambassadors will hand out this promotional product during their meetings with students while RHA members will give them away during mid-terms and finals week. This can help students be aware of Spartan Sagas and be constantly remind them of their Spartan Spirit.
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Promotions Bumper Stickers
spartan spartan
sagas. sagas. msu.edu msu.edu
Have you
SAGAed
today?
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Share your
SAGA spartansagas.msu.edu
Bumper stickers will be used as part of the guerilla marketing campaign for Spartan Sagas to increase awareness of the campaign.
Brochures Spartan has a
saga.
The Spartan Sagas Online storytelling project translates MSU’s brand message to a personal level as Spartans are making a difference in ways both and small.
definition
Each Spartan’s story is unique. Though you may not change the world, your contribution to make a difference is something worth sharing. Share your story and join the epic saga today.
Share yours today. Front
spartan saga.
spartan
sagas. msu.edu
Front
spartan saga. [spar-tan sah-guh]
noun
Creative Work
Every
As Spartans, we are known to be proud, hardworking and aweinspiring individuals who strive to make a difference in the world.
A collection of Spartan stories shared by alumni, students, faculty, and staff who are contributing to the common good in ways both big and small.
visit www.spartansagas.msu.edu Back
Back
Targeted to incoming freshmen and transferring students during the AOP sessions. These brochures are used to enlighten new students about the campaign and inspire participation towards it.
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Direct Mail Every Spartan has a saga.
Every Spartan has a saga. Everyday, nearly half a million Spartans worldwide contribute to the common good in ways both big and small. .
Every day Spartans are accomplishing extraordinary things
Now it’s your turn to tell your story.
Help them tell their stories.
Share your saga today. http://spartansagas.msu.edu/
Have you
SAGAed
today?
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Nominate a Spartan today. http://spartansagas.msu.edu/
TODAY IS THE DAY TO MAKE A DIFFERENCE.
This promotional idea was designed for current MSU students living on-campus. These direct mails will be delivered and advertised to on-campus dorms to further increase submissions and website traffic to the website.
Public Relations Sponsorships together DIFFERENCE story community story
change
Spartans Spartans
FRIENDSHIP
story DIFFERENCE sponsored event A spartan saga
Clean the Streets
March 2012 story
story FRIENDSHIP difference community STORY DIFFERENCE Visit: http://spartansagas.msu.edu
community
chang
A spartan saga
sponsored event
5K Run for a cause
Creative Work
community
DIFFERENCE
FRIENDSHIP
August 2012
Visit: http://spartansagas.msu.edu
Sponsoring a campus-wide event is a great publicity tactic for Spartan Sagas as it will drive participation and recognition among the active student body. Targeted to collaborate with MSU UAB and RHA committees as they have the closest connection to student activities on campus.
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Promotions Coffee Sleeves
➤ ✳ ✳
✳
the Saga starts ✳
1st Quarter
✳
✳
✳
the Saga starts NOW ✳
✳
✳
✳
✳
share at: spartansagas.msu.edu
✳
spartansagas.msu.edu
2nd Quarter ➤
be a Spartan, Saga your story spartansagas.msu.ed
be a Spartan, Saga your story share at: spartansagas.msu.edu
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A promotional strategy to encourage participation and website traffic with the Spartan Sagas campaign. Targeted to collaborate with on-campus coffee sites such as Sparty’s, Starbucks and Bigby Coffee as they attract the most number of coffee-consuming students.
3rd Quarter
➤
you SAGAed to
at spartansagas.msu.edu
spartansagas.msu.ed
Creative Work
Have you SAGAed today?
e Your Saga...To 4th Quarter
➤ spartansagas.msu.ed
Share Your Saga ... Today at spartansagas.msu.edu
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Public Relations Campus Ambassadors Ambassador Tactics Weekly Event Activation
Additional Weekly Responsibilities
The (3) three Brand Ambassadors will work together to produce one medium size event weekly (50-100 attendees) Sample events include: study group sponsorships, sorority “mixers,” open mic nights, res life events, and piggy-backing onto other existing events Each ambassador will also be responsible for either one (1) mini event each week or a “drop-off” event A mini event can consist of a small viewing party or study break A drop off will consist of giving out promotional items to students. Ambassadors will be required to leverage their social media networks to promote activities and events (Facebook or Twitter)
Social Media
If desired, Ambassadors can create one (1) Private Group per campus to house all Spartan Sagas related activity and keep peers up-to-date Ambassadors are required to drive fans/friends to the existing Spartan Sagas Facebook & Twitter pages and post to the pages throughout the program
Classroom Takeover Events
Four (4) Classroom Takeover events will be executed per semester The Ambassadors are responsible for identifying, securing, and coordinating the Classroom Takeover events on campus and driving traffic to each event
Event Reporting Event proposals and budgets must be submitted to the Spartan Sagas Manager for review prior to execution. Once the event and budget are both approved, the ambassador can move forward with all aspects of event execution.
Pre- Event Reporting
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At this time the ambassador will submit all proposed event details including: Event Name, Type, & Location Date & Start Time Event Description Social Media posts to support event Itemized Budget* *Any and all times to be purchased for the event will need to be submitted at this time and approved by your Spartan Saga’s Manager before purchases can be made with your gift card
Post- Event Reporting
Event Name & Location Date & Start Time Event Description Event Feedback Total Samples Distributed Total Sampling Supplies Distributed Total Premiums Distributed Event Attendance Consumer Interactions Brand Comments/Quotes Event Comments/Quotes Event Photos (with releases) Social Media Reporting Size of Network at time of post Screen Shot of Post Event Receipts* *Any and all items purchased for the event will need to be scanned and submitted at this time.
Photos
Each ambassador will each be responsible for submitting ten (10) high-quality, appropriate photos from each event. It is encouraged that each ambassador should take as many photos of the event as possible, but only the 10 best examples will need to be submitted on the portal. Please note that releases are required for all individuals who are clearly identifiable.
Creative Work
Twenty four hours after each event, each Campus Ambassador will complete an Event Summary Report via the Spartan Sagas Reporting Portal. Details that need to be reported back to management include:
Photos should depict: Smiling students Students interacting and sampling Spartan Sagas products Event setups and locations
Each Ambassador will each be responsible for submitting a video from each event. Please note that releases are required for all individuals who are clearly identifiable.
Videos
“Voice of the Spartans” Quotes
Videos should feature: Students sharing feedback and thoughts on Spartan Sagas Students interacting and sampling Spartan Sagas promotional items
Each ambassador will be asked to capture ten (10) “Voice of the Spartan” quotes from each event to include in their weekly report: five (5) event quotes and five (5) product/brand quotes. These quotes can be positive and/or negative regarding Spartan Sagas, the events and products. These quotes will be shared with Spartan Sagas to inform them of what college consumers are saying about the brand, products, and our events.
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Public Relations Campus Ambassadors Every
Spartan
Share yours today.
has a
saga
https://spartansagas.msu.edu
Every
Spartan
Share yours today.
has a
saga
https://spartansagas.msu.edu
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T-shirts with bold designs are popular giveaways amongst college students. These are tentative designs that will be worn by campus ambassadors to spread awareness of the campaign and hopefully inspire current students to share their story.
SAGA today? ED
https://spartansagas.msu.edu
Creative Work
Have you
Have you
SAGA today? ED
https://spartansagas.msu.edu
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Non-Traditional Ice-Cream Contest
Students will be approached by brand ambassadors and their team during campus events such as Sparticipation and Spartan Tailgate. The contest requires manpower but requires no spot from any media vehicle. This will allow the brand to reach the target audience directly.
MEMORABILITY Use MSU ice-cream as a medium, connecting students’ campus life at MSU.
UNIQUENESS Using dairy store ice-cream to promote school awareness is new, nobody has done it before.
STRENGTH Face to face communication with target audience and cooperate with MSU
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Monthly Overview Mar to Apr 2012:
Building website, spread out the word
May to Mid-August
Collecting flavor designs Sparticipation: Bring the flavors to the public andhave students vote for top 3
September
Student ambassadors run street teams for the flavor they representing, students can vote for their favoriteflavor online
October
Announce the winner at the front of the stadium beforea home game
TV Commercial 30 seconds Video
Audio every Spartan has a Saga
FADE IN: Half of a Spartan helmet and a shadow of half of a person’s face.
CU of a picture of Jessica
playing with orphan’s in Africa.
VO: Every spartan has a saga.
some of them are big stories
VO: Some sagas may be large.
AFRICA
Creative Work
CU of the half of Jessica Russell’s face.
MUSIC UP AND UNDER.
JESSICA: My name is Jessica Russell and as a graduate student at MSU I spent the past summer in Africa working with orphanages on persuasive campaigns.
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TV Commercial Video Fade IN: Half of Kelly Hodges’ face with the half of Spartan’s helmet.
some of them are smaller.
Audio VO: While others may be smaller.
Kelly: I’m Kelly Hodges. As an undergrad at MSU I joined the Greek community. I was fortunate enough to be elected as the President of Pahellenic Council, the governing body over all sororities, on campus.
CU of nine different screens showing nine students’ stories at the same time.
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VO: No matter the size, as Spartans we are all making a difference. (STU talk at the same time) STU1: I’m a RA in Holden Hall. STU2: I work at the math learning center STU3: I traveled to China to study panda bears.
TV Commercial Audio
Fade IN: 10 different faces change in 2 sec. but the half of the helmet stay the same.
VO1: Have you VO2: Have you VO3: Have you VO4: Have you SAGAed today?
Fade IN: the Spartan helmet dissolve off the whole face.
VO: You are a Spartan. Share your saga today.
Creative Work
Video
SPARTAN SAGAS Share at: spartansagas.msu.edu
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Social Media Suggested Website Changes Too much text in the box. Viewers might be distracted and discouraged to look more. There is LESS space for Sharing your sagas part.
“Share� is not very noticeable on the first page
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Social Media
Creative Work
Spartan Sagas is not seen on these social networking web pages. Share Spartan Sagas videos on facebook page and tweet the link of videos on a daily bases.
Black background looks very heavy and not pleasing to the eye.
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Title
Media Plan
OCT
X
X
X
X
X
X
TV ad playing in dorm room
X
X
X
X
TV ad during game days
X
X
X
X
X
X
X
FEB
X
X
Print Advertising
State News every Wednesday
MAR APR
X
X
MAY
X X
X
X
X
X
Promotions Public Relations
X X
X
Brochures
X
Spartan Clean the Street
JUL
AUG
X
Freshmen AOP Outdoor Advertising
JUN
X
DEC
X
X
X
X
X
X
X
X X X
5K Coffee Sleeve
NOV
X
X
X
X
X
X
X
Ice-Cream flavvor Contest
X
Bumper Sticker
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
Media Plan
SEP
JAN
X X
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n o i t a r e n e eg M
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E
D
Title
Y B D E T N E S E R P
I
A