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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