Advertising Media Plan

Advertising Media Plan


Prepared by:

[YOUR NAME]
[YOUR COMPANY NAME]


Campaign Objective

To increase brand awareness and drive sales for the new EcoSmart Water Bottle, targeting environmentally-conscious consumers aged 18-35.


1. Target Audience

Demographics

  • Age: 18-35

  • Gender: Both male and female

  • Location: Urban and suburban areas, with a focus on eco-friendly cities

  • Interests: Sustainability, fitness, outdoor activities, and health-conscious living

  • Income: Middle to upper-middle-class

Psychographics

  • Environmentally conscious, values sustainability

  • Interested in health and wellness

  • Active on social media, especially Instagram and TikTok


2. Campaign Goals

Primary Goal

Achieve a 20% increase in brand awareness within the target audience within the first two months.

Secondary Goals

  • Generate 500,000 website visits to the product page

  • Drive 10,000 direct product purchases through the campaign

  • Engage 50,000 social media interactions (likes, shares, comments)


3. Media Channels

The media plan will leverage a mix of traditional and digital media to reach the target audience effectively. The channels chosen are based on audience habits and the nature of the product.

Digital Media

  • Social Media: Instagram, TikTok, and Facebook Ads for targeted posts, influencer collaborations, and remarketing campaigns

  • Search Engine Marketing (SEM): Google Ads targeting keywords like "sustainable water bottles" and "eco-friendly fitness accessories"

  • Display Ads: Banner ads on eco-friendly blogs and health & wellness websites

  • Email Marketing: Weekly product promotions and eco-tips to an existing customer base

Traditional Media

  • Print Ads: Full-page ads in fitness and lifestyle magazines (e.g., Runner’s World, Men’s Health)

  • Radio: Sponsored segments on eco-conscious radio stations

  • Outdoor: Billboards in eco-friendly urban neighborhoods (e.g., New York, San Francisco, Seattle)


4. Media Buy Strategy

Digital Advertising Budget and Timing

Media Channel

Budget Allocation

Timing

Social Media

$15,000

5 posts per week for 2 months (starting 2 weeks before launch)

SEM

$7,000

Targeting the first 3 months post-launch

Display Ads

$5,000

1-month campaign across health and eco-focused websites

Email Marketing

$3,000

Weekly emails during the first two months

Traditional Media Budget and Timing

Media Channel

Budget Allocation

Timing

Print Ads

$10,000

Run throughout the first two months of the campaign

Radio

$4,000

2-minute sponsored segments per week for 4 weeks

Outdoor Ads

$6,000

Display for 1 month in targeted urban areas


5. Media Scheduling

Media Scheduling

Media Channel

Type

Timing

Budget Allocation

Instagram

Sponsored Posts

2 weeks pre-launch + 8 weeks post-launch

$10,000

TikTok

Influencer Collab

4 weeks (pre-launch to post-launch)

$5,000

Facebook Ads

Sponsored Posts

4 weeks post-launch

$3,000

Google Ads

SEM

Ongoing for 3 months

$7,000

Print Ads

Full-page

2 months post-launch

$10,000

Radio

Sponsored Segment

4 weeks post-launch

$4,000

Outdoor Billboards

Display Ads

1 month (launch month)

$6,000


6. Budget Summary

Media Type

Budget Allocation

Digital Media

$30,000

Traditional Media

$20,000

Total Budget

$50,000


7. Key Performance Indicators (KPIs)

  • Brand Awareness: Measured by engagement rates on social media, website traffic, and media impressions (via social platforms, SEM, and print ads).

  • Website Visits: Tracked using Google Analytics (target: 500,000 visits)

  • Sales: Direct purchases tracked through eCommerce platforms (target: 10,000 units sold)

  • Social Media Engagement: Measured by likes, shares, comments, and user-generated content (target: 50,000 interactions)


8. Evaluation and Adjustments

  • Weekly Reporting: Monitor performance on all platforms and adjust ad spends based on the best-performing channels.

  • Mid-Campaign Review: Evaluate effectiveness at the 4-week mark to optimize strategies, such as increasing social media ad spending or shifting budget between channels.

  • Post-Campaign Analysis: Assess overall success using KPIs, gathering feedback from influencers and partners, and identifying opportunities for future campaigns.


This Advertising Media Plan is designed to maximize reach, engagement, and conversions for the EcoSmart Water Bottle launch, effectively targeting a highly engaged and environmentally-conscious audience.

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