CARLY FIORINA2016 PRESIDENTIAL CANDIDATE

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EDIA PLAN 2016 IO

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AUCUSES

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MEDIA PLAN SUMMARY BRAND OVERVIEWGOAL

OBJECTIVE

STRATEGY

DEMOGRAPHIC - WOMEN 18-34

Leverage Fiorina’s technology background and commonality with to women by concentrating advertising efforts to online spots that will encourage younger women to share content with friends and

family and make plans to attend the caucus.

GEOGRAPHIC - DES MOINES DMA

REACH - 73.8

FREQUENCY - 18.1

CPP - $112 CPM - $112.32

TIME - JANUARY

MEDIUM - DIGITAL

VEHICLES - 6 ONLINE

OVERALL COST

OPTIMUM BENEFIT

Continue to gain support from the public and rise in the polls.

Rank as the lead Republican candidate in the 2016 Iowa Caucus.

Using this plan, you will be able ot reach almost 75% of your target audi-ence in a unique and engaging way.

This media plan will utilize $149,999 of the $150,000 budget for the month of January.

BRAND DESCRIPTIONCarly Fiorina is a business executive and Republican candidate in the 2016 presidential election. Since she left HP in 2005, she has served on many organizational boards and kept involved in politics through advising John McCain in his run for president in 2008 and running for senate herself in 2010.

Carly is the only Republican woman in the running for president in the evolving list of currently 15 Republican candidates in the 2016 election. Her views are traditionally conservative and she has popularly stated that women aren’t a special interest group they are the majority. In the first round of GOP debates on August 6, she did not make the cut to stand alongside the top ten candidates in the prime-time debates, but she did make the September prime-time round and since August, she has been climbing the polls and now sits 3rd for the Republican Nomination.

COMPETITIONFiorina has been focusing her main competition on Democratic candi-date Hillary Clinton, who currently has a BDI of 122 in Iowa. Fiorina reg-ularly criticizes Clinton for her history of being a professional politician, as opposed to a problem solver, making the Republican’s case for a non-gender bias criticism of the only other female candidate. Fiorina has a much lower BDI of 33 in Iowa, due to the sheer number of Republican candidates. PROGRESS

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TARGET AUDIENCE TARGET CONTINUED

2016 IOWA CAUCUSESAccording to a published study on the Republican Caucuses, it is confirmed that caucus goers do accurately represent other non-Caucus going Republicans. Being successful in the Caucuses can prove very beneficial to candidates and help create trust with the rest of the nation. These early state votes do have important influence in the nomination process.

DEMOGRAPHIC

GEOGRAPHIC

For this campaign, we will use the Des Moines DMA to reach highest number of people, exposing the cam-paign to over 35% of wom-en and 33% of registered Republicans.

REACH & FREQUENCY

TIMING

RELATION TO STRATEGYThis specific age group is the optimal group for digital marketing, as they report the highest rates of heavy Internet usage.

The demographic target for this campaign is women 18-34 . This was decided because of the target’s heavy usage of the Internet, their relation to Fiorina as females, and to run with Carly’s recent message towards women being the majority, but not a special interest group. i

With a reach of 73.8, you will be giving almost ¾ of your target the chance to see an ad in this campaign. With the given medium, online, you can be more confident that the audience will actually be seeing these ads, as users of on-line are almost always focusing on their mobile or desktop screens, as opposed to television where many viewers turn to their phones and computers during commercials.

All the ads for this campaign will run in the month of January, just before the Cau-cus on February 1. This time of the year will be perfect for Fiorina, as she has been continuing to gain momentum in the polls and this final push will give the audience a reminder of her campaign. Coupled with the reminder, there will be event invi-tations going out for Caucus related events, giving the audience enough time to plan accordingly, but not too long that they will forget about it.

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SINGLE MEDIUM MEDIA VEHICLESONLINEBecause of Carly’s strong background in technology, we are going to use this to leverage her campaign towards the younger women audience. Fiorina has authority in the industry, so her efforts via online should be well recieved.

TIMINGAll the ads for this campaign will run in the month of January, just before the Caucus on February 1. This time of the year will be perfect for Fiorina, as she has been continuing to gain momentum in the polls. There will be event invitations going out for Caucus related events, giving the audience enough time to plan accordingly, but not too long that they will forget about it.

RELATION TO STRATEGYBy utilizing websites that are popular with the target and social networks, viewers will not only be able to view the ads, but easily share them and connect with their friends and family. Also, social media will allow the campaign to create shareable and RSVP based events that can highlight Fiorina support meet ups and Caucus going groups.

SPECIFIC VEHICLESGeneral Sites/Ad Networks, Targeted Sites/Ad Networks, Video Networks, Publisher Video Sites, Social and Mobile.

REACH & FREQUENCY

RELATION TO STRATEGYThis campaign will not only take advantage of the viewers’ tendency to disregard com-mercials, but it will reach and engage them at the exact time they are ignoring the com-petitors’ messages on the TV.

COSTThroughout this campaign, an individual in your target will see an ad from your campaign 18 times on average. Fiorina will be delivering a unique targeted message – using interactive media to engage viewers and get them to commit to attend the caucus, often times delivering her message to consumers on their mobile devices during the exact same time her competitors spots are running on television.

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OVERALL IMPACT INDUSTRY TERMINOLOGYALLOCATION OF THE BUDGET IMPRESSIONS -

MEDIUM -

MEDIA -

VEHICLE -

CPP, COST PER POINT -

CMP, COST PER THOUSAND -

DMA, DESIGNATED MARKET AREA-

INDEX -

BDI, BRAND DEVELOPMENT INDEX -

CDI, CATEGORY DEVELOPMENT INDEX -

OSTROW MODEL -

the total number of unique people who have had the opportunity to see the ad, this eliminated duplication

a single form of mass communication, such as television or email

the plural of medium, such as including television, radio and print

a specific channel within a medium through which a message is being delivered, for example social media is a vehicle within online

this represents the cost needed to achieve one rating point through a particular vehicle

this represents the cost to reach 1,000 peo-ple by a certain vehicle

segments of an area clumped together for mass marketing

a comparison of two proportions multiplied by 100, an even and average index rate is 100

relates % of a brand’s sales in a market to the % of the population

‘‘ but relates % of cate-gory’s sales in a market

a model used to adjust proper frequencies in marketing campaigns