BUS 213 Group Presentation Final(v1)

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COM 213 Media LiteracyFlagler College Media PlanStudent Presenters:Cierra RobinsonCarla MordicaGreg PaquetteBrooke Long

COM 213 Media Literacy

OverviewMedia ObjectivesCompetitive Analysis / Flowchart & BudgetTarget Audience Analysis, Recommendation & Media HabitsMedia Selection Rational / Media Strategy

Media ObjectivesCierra Robinson

Media ObjectivesGoals expectations of chosen mediaIncrease enrollment 10 percent for fall 2016Increase brand awarenessIncrease number of inquires over competitorsTargeted market non-traditional adult studentsExposure to media radio, OOH and digitalCreative message and requirements

Chosen Media to Achieve ObjectivesMediums Digital, Radio, OOH, guerilla and printVehiclesFlagler's website, Facebook, Twitter and InstagramRadio 97.9 ESPN, 99.9 HANKFM, 100.7 WFLA, BLAZIN 102.3 and Gulf 104.1Billboards, , signs & print (posters, flyers, etc.)

Competitive Analysis / Flowchart & BudgetCarla Mordica

Academic Year 14/15Flagler CollegeSaint Leo UniversityKeiser CollegeCost of attendance/yr$29,780$34,240$26,172Student enrollment1653027Advertisement budget $100,000$115,000$200,000

Budget Analysis

Competitive Analysis

Media Selection Analysis

Vehicle addition increases budget $37,920 804 total ads134 day parts per month6 month period for the academic year

Radio Budget

Target Audience Analysis & Recommendations

Media HabitsGreg Paquette

Target, Analysis & RecommendationTarget Audience non-traditional studentsUS Department of Education definitionTraditional student no longer the trendVery diverse demographics and psychographicsNon-traditional vs traditionalProspects needs and desires match Flaglers features, advantages and benefits

Target - Demographics

Target Psychographics

Product UsageProduct usage increasing; females vs males

Media Behavior

Media StrategyBrooke Long

Media Strategy Targeted media mix to achieve objectivesGrowth of student enrollment by 10%2. Increase awareness through optimization3. Increase number of inquires

The media strategy that was chosen is based upon each individual objective that was identified at the start of the media plan. These proposed strategies below are set to accomplish said objectives.

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Media Strategy Presence among chosen platformsRadio, digital, OOH, Guerilla Stay within target audience Timing is imperative

The media strategy that was chosen is based upon each individual objective that was identified at the start of the media plan. These proposed strategies below are set to accomplish said objectives. Objective number one: Grow student enrollment of 10% at the minimum.Media/medium selected: The media selected for this objective specifically will call for all presence among the chosen platforms of radio placements, out-of-home advertising and a digital presence of the Flagler brand.Target audience: These students will typically fall into the non-traditional category ranging from the age of 18 to 60 years old. They will be male and/or female with no ethnic specification.Media to be used: Out-Of-Home advertising such as billboards and flyers, as well as continual digital existence on Facebook, Twitter, and Instgram.Timing: Pertaining to the digital existence, it will differentiate between the platform:Facebook: Daily between 1PM 4PMTwitter: Monday through Thursday between 1PM 3PMInstagram: Wednesdays after 5PMMedia selected to deliver other information: Radio is chosen to deliver other specific information about the basics of the business administration program at Flagler College-Tallahassee.Objective number two: Increase awareness of the program through optimization of a certain medium.Media/medium selected: The media selected for this objective specifically will call for detailed presence among digital platforms that are publishing the Flagler brand. Target audience: These students will typically fall into the non-traditional category ranging from the age of 18 to 60 years old. They will be male and/or female with no ethnic specification.Media to be used: Specific placement of billboards to target audience as well as radio ads introducing program.Timing: Radio slots to be played in morning between 6AM - 9AM and in the evening between 5PM 7PMMedia selected to deliver other information: Radio is chosen to deliver other specific information about the basics of the business administration program at Flagler College-Tallahassee. Objective number three: Increase number of inquiries about Flaglers Business Administration program. Media/medium selected: The media selected for this objective will call for all presence among the chosen platforms of radio placements, out-of-home advertising and a digital occurrence of the Flagler brand.Target audience: These students will typically fall into the non-traditional category ranging from the age of 18 to 60 years old. They will be male and/or female with no ethnic specification.Media to be used: Out-Of-Home advertising such as billboards and flyers.Timing: This isnt necessarily a time related media to manage this objective.Media selected to deliver other information: Radio is chosen to deliver other specific information about the basics of the business administration program at Flagler College-Tallahassee.

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COM 213 Media LiteracySummaryMedia ObjectivesCompetitive Analysis / Flowchart & BudgetTarget Analysis, Recommendation, Media HabitsMedia Selection Rational / Media Strategy

.education is not preparation for life; education is life itself John Dewey.