lost registry media recommendations

Overview

1. The Media Plan

2. Target Audience Insights

3. Communication Strategy

4. Implementationa) Cinemab) Outdoorc) Print Mediad) Radioe) Digital

5. Costs

Key Stakeholders for Target Audience

The Media Plan

ObjectiveTo drive mass awareness of Lost Registry mobile phone and media device protection and recovery service, to the core demographic of 20-24 and generate leads and sales for the trade distribution partners.

DemographicsCore: 20-24

Secondary 18-1925-34

Gender preference: None

Budget: $Unlimited (focus on cost effectiveness)

Media: RadioPrintOutdoorCinemaDigitalPublic Relations

Timings: 6 months

TARGET AUDIENCE INSIGHTS

Roy Morgan Segmentation MappingVolume of Population for people 20-24

The core Lost Registry audience 20-24 makes up 8.1% of the total population

of Australians 14+.1,490,000

Lost Registry Audience 18-34

5,333,000All People

18,381,000(14+ in Australia)

Demographics – Where are they Located?80% of the Lost Registry audience live on the East Coast therefore the budget should be focussed on this area.Volume % Index %

Roy Morgan Value Segments

¾ of the target audience are defined as either ‘Young Optimism’ or ‘Look at Me’

Value segments allow us to have a better understanding of who Lost Registry’s core audience is and how they think.

Roy Morgan Value Segments

Media Consumption by ChannelOnline, Cinema and Outdoor all have high volume and strong index against the Lost Registry target audience.

Media Type preferences – weekday/endMedia type preference does not vary greatly from weekday to weekends.

Use Emotional trigger during each stage of the decision making process to achieve objectives.

Role Of Communication ChannelsUsing the Consumer Decision Making Process

Source: Consumer Decision Making Process (Blythe 2001)

Paid media will help stimulate interest and engagement with Lost Registry’s owned and earned media assets.

Paid, Owned & Earned Media

Outdoor Campaign Schematic

Radio Campaign Schematic

Print Campaign Schematic

Digital Campaign Schematic

IMPLEMENTATION

Checklist for Media Partnerships

CINEMA

Been to Cinema in last 3 months

2/3 of the target audience have been to the cinema in the past 3 months. This audience has a strong affinity with the cinema and is more likely than the general population to go to the cinema.

Movie Genre Preferences

PRINT MEDIA

Top 20 Magazine TitlesCleo provides contextually relevant placement while still garnering the required reach of the target audience.

CleoStrip Advertising

mXStrip Advertising

Zoo WeeklyStrip Advertising

• High Reach• Relevance of Placement• Value and Savings• Drive Relevance

through messaging

• Relevance of Placement• Impact of Launch• Reach in each key

market• Reach audience while

out and about

• Relevance of Placement• Drive Relevance

through messaging• Reach in each key

market• Reach audience while

out and about

Zoo Readership:381,000 p/mCore target:Men 18-34

Cleo Readership:400,000 p/mCore target:

Women 18-30

mX Readership:362,000 p/dayCore target:

Men & Women 18-39

OUTDOOR

Seen Outdoor Advertising in the last 4 weeksStrong Volume and index against panel advertising in shopping centres and at bus shelters.

AdshelBus Shelter and Shopping Centre Panels

Media TreeStreet Posters

• Added Value• High Reach and Frequency• Relevance of placement• Impact at Launch• Reach audience in dwell times

• Added Value• Relevance of Placement• Impact of Launch• Reach in Key Market• Reach audience while out and

about

Chosen Outdoor Media Partners

Chosen Outdoor Approach

Objective Solution Delivered by Adshell

Targeting Key audience

Using proximity data we can directly target the audience of 18-34 including the core 20-24

Mass Reach and Visbility

Adshel has the highest reach and frequency in the ‘Out Of Home’ market

Focus on youth & consumer

By using Adshel’s consumer research we can target our key demographic – 20-24

Adshel Proposal Summary

Exposure to Adshel Advertising

National R&F Data by MOVE

AdShel Media Costs

Objective Solution Delivered By Media Tree

Targeting Key audience

Contextually relevant placememts means we are able to reach the core target audience

Mass Reach and Visibility

Media Tree owns more legal street poster sites than any other street poster company.

MediaTree Street Poster Campaign Weights

MediaTree Media Costs

RADIO

Radio Approach

Today Nova

Station Share

Contextual Relevance

Competitive Pricing O

Cluttered Environment O O

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•

•

•

DIGITAL

Frequency of Internet UseThe target audience are heavy internet users, most often accessing the internet more than once per day.

Time of day spent using the internetInternet usage is consistent during work hours, however peaks at night time.

Top 20 Websites visitedInteresting to see the cinema websites achievbe a high volume and index, this is consistent with cinema viewership

Time spent using the internet at home, work or elsewhere.

Portals and search sites visited in the past 4 weeks

Email & Social sites visited in the past 4 weeks

Digital Approach

Digital/Online Selection

The online selection has been made to generate awareness, reach and interest in the target audience while delivering high traffic to the website. The selection was based on content, demographic audience, time spent and engagement on the site.

Awareness: Generate awareness and reach through contextual display placements.

Tactical: Targeted eDM’s to core demographic who own or have recently purchased a mobile phone.

Reach + Traffic: Generate traffic to the website and increase reach through enewsletters.

Search Engine Marketing

To display contextually relevant advertisements based on the users search query

Collectively Google and Yahoo contribute 99.3% of total search engine traffic in Australia (Hitwise 2010).

Ideal for information search and tactical campaigns.

Display Advertising

Awareness and Tactical Campaign

The Sound Alliance: In The Mix, Faster Louder.Display: Leaderboard, M-Rec, Skyscraper,

enewsletter

NineMSN RONDisplay: Leaderboard, M-Rec, Skyscraper,

Pushdown

Morrison Media - FrankieDisplay: Leaderboard, M-Rec

Google : Google Display NetworkDisplay: YouTube (Entertainment,

Technology)

Adconianedm

DNSedm

Faster Louderenewsletter

In The Mixenewsletter

Email / Direct Marketing

REACH

TRAFFIC

Adconian: eDM

Digital Network Sales: eDM

Adconian email aggregates the audiences from different partners to deliver highly targeted email campaigns.

ReachAdconian deliver over 4 million *permission based consumers in Australia.

TechnologyTechnology leader, driven by the Direct Marketing division “Frontline Direct”

DNS sends hundreds of thousands of emails every week, both heavily targeted and on a performance basis.

ReachDNS reach over 5 million permission based consumer profiles in Australia and NZ across exclusive and non-exclusive partner databases.

PerformanceGenerate clicks using the performance email product. Automatic campaign optomisation targeting the best performing audience segments.

Social Reach

Facebook

Media: Premium AdsMarketplace Ads

Fan page to engage users through content.

Twitter

To engage users through content using hashtags.

Total Media Cost