COM 213 Media LiteracyFlagler College Media Plan

Student Presenters:Cierra RobinsonCarla MordicaGreg PaquetteBrooke Long

COM 213 Media Literacy

Overview

• Media Objectives• Competitive Analysis / Flowchart &

Budget• Target Audience – Analysis,

Recommendation & Media Habits• Media Selection Rational / Media

Strategy

Media Objectives

Cierra Robinson

Media Objectives• Goals expectations of chosen media

• Increase enrollment 10 percent for fall 2016

• Increase brand awareness• Increase number of inquires over

competitors• Targeted market – non-traditional

adult students• Exposure to media – radio, OOH and

digital• Creative message and requirements

Chosen Media to Achieve Objectives• Mediums

• Digital, Radio, OOH, guerilla and print

• Vehicles• Flagler's website, Facebook,

Twitter and Instagram• Radio 97.9 ESPN, 99.9 HANKFM,

100.7 WFLA, BLAZIN 102.3 and Gulf 104.1

• Billboards, , signs & print (posters, flyers, etc.)

Competitive Analysis /

Flowchart & Budget

Carla Mordica

Academic Year 14/15 Flagler College Saint Leo University Keiser College

Cost of attendance/yr $29,780 $34,240 $26,172

Student enrollment 165 30 27

Advertisement budget $100,000 $115,000 $200,000

Budget Analysis

Competitive Analysis

Television Radio Digital Media Out of home Guerilla Total $-

$50,000

$100,000

$150,000

$200,000

$250,000 Competitive Analysis AY 2014-2015

Adve

rtisi

ng E

xpen

se

Television

Radio

Digital Media

Out of home

Guerilla

Total of media

$- $50,000 $100,000 $150,000 $200,000 $250,000

Budget Allocation AY2015-2016

Media Selection Analysis

• Vehicle addition increases budget $37,920

• 804 total ads• 134 day parts per month• 6 month period for the

academic year

Radio Budget

Target Audience Analysis &

Recommendations

Media HabitsGreg

Paquette

Target, Analysis & Recommendation• Target Audience – non-traditional

students• US Department of Education

definition• Traditional student no longer the

trend

• Very diverse demographics and psychographics

• Non-traditional vs traditional• Prospects needs and desires match

Flagler’s features, advantages and benefits

Target - Demographics Demographics Patricia Todd Brianna MaryjaneAge 21 35 24 52Race Caucasian Caucasian African-American CaucasionIncome $12,000.00 $38,000.00 $18,000.00 $42,000.00

Occupation SalesEmergency

ManagementBank Teller

Administrative Manager

Social ClassLow Income

Working ClassWorking Class

Low Income Working Class

Low Middle Working Class

Education 2-Year College 2-Year College 2-Year College 2-Year CollegeGeographic Location Tallahassee City Leon County Tallahassee City Jefferson County

LifestyleCarefree youth

but focused on a health and diet

Serious family man who works

for the weekends

Focused single mom; daughter is

cornerstone

Serious and mature,

concerned parent - understands quality of life

Target – Psychographics Psychographics Patricia Todd Brianna Maryjane

AttitudePositive and outgoing; a

follower

Goal oriented and focused achiever

Positive and motivated

Goal oriented and focused on cause

MotivationSomewhat motivated

Motivated Highly motivated Highly motivated

Desires (benefit/need)Wants what her

parents have

Strong desire to fullfil needs and wants to provide

for his family

Wants and needs quality things in life. Desires are

stronger than average

Wants a better life for her son; works and lives for him

ValuesLiberal and

tolorentConservative

traditional values

Middle of the road but anchored by christian values

Conservative

Personality trait Aspirer Succeeder Aspirer/Succeeder Succeeder

Decision processSpontanious on

low involvement purchase

Carefully considers all

purchases but desires high

quality

Value brands ok but desires quality

when possible

Carefully considers all purchases

seeking the best features for the

best value

Buying behavior

Not very loyal to brands willing to try anything; has

not learned quality versus brand loyalty

Wants quality and is a brand loyal

customer; will try new products

Brand loyal but considers new

brands if vaue is good

Value and brand loyalty for most

things

Product Usage

• Product usage increasing; females vs males

Media BehaviorHabits Patricia Todd Brianna Maryjane

Media Programs viewed/listened to/browse

Local ABC, CBS. NBC, 103.1 The Wolf Country

Music, Google/Facebook Twitter/Pinterest

Local ABC, CBS. NBC, ESPN, 104.1 97.9 ESPN Radio,

Bing/Google

Local ABC, CBS. NBC, Blazen 102.3

Hip Hop, Google/Facebook Twitter/Instagram

Local ABC, CBS. NBC, Blazen 99.9 FM, 100.7 WFLA

Google/Facebook Twitter/Instagram

Targeted Audience Media Concentrations (Media where our audience resides most)

Television/Digital Print/Radio OOH

Television/Digital Print/Radio OOH

Television/Digital Print/Radio OOH

Television/Digital Print/Radio OOH

Recommended mediums based on habits of targeted audience

Digital/Print/OOH Digital/Print/OOH Digital/Print/OOH Digital/Print/OOH

Media Strategy

Brooke Long

Media Strategy

• Targeted media mix to achieve objectives1. Growth of student enrollment

by 10%2. Increase awareness through optimization3. Increase number of inquires

Media Strategy• Presence among chosen

platforms• Radio, digital, OOH,

Guerilla • Stay within target

audience • Timing is imperative

COM 213 Media LiteracySumma

ry• Media Objectives• Competitive Analysis / Flowchart &

Budget• Target – Analysis, Recommendation,

Media Habits• Media Selection Rational / Media

Strategy

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