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Media Plan for The Hudson’s Bay Co.

for Mary Deacon In partial completion of MCOM 28 – 101 By Mike Dawson, Caitlin DeRoche, Emm Fawcett & Travis Stinson. Media Plan for The Hudson’s Bay Co. . Table of Contents . Media Plan for the Hudson’s Bay Co. Executive Summary …Slide Objectives … Slide

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Media Plan for The Hudson’s Bay Co.

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  1. for Mary Deacon In partial completion of MCOM 28 – 101 By Mike Dawson, Caitlin DeRoche, Emm Fawcett & Travis Stinson Media Plan for The Hudson’s Bay Co.

  2. Table of Contents Media Plan for the Hudson’s Bay Co. Executive Summary …Slide Objectives …Slide Media Message …Slide Target Audience Profile …Slide Market Priorities …Slide Timing …Slide Media Considered …Slide Media Recommendations …Slide Budget Overview …Slide Blocking Chart …Slide

  3. Executive Summary Media Plan for The Hudson’s Bay Co. • Hudson’s Bay Company is has been growing and wishes to keep brand loyalty high. • Messages will focus on HBC rewards program and putting customers first. • Decided to put media emphasis on Q1 and Q2 due to their lack of sales in comparison to the 4th quarter.

  4. Executive Summary Media Plan for The Hudson’s Bay Co. • Used a combination of online, out of home, and magazine advertising in order to best reach the selected target audience. • Based on our research we believe this to be the most effective use of the $3 million budget.

  5. Market Objectives Media Plan for The Hudson’s Bay Co. • Within the next year, we project that the newly implemented strategies will increase overall sales by 10%. • We wish to preserve our current market share, and increase by 5% percent within the last quarter. • Increase awareness in the desired target market with an emphasis on consumer brand loyalty during the first and second quarter.

  6. Media Objectives Media Plan for The Hudson’s Bay Co. Who: What: Where: When: How:

  7. Media Message Media Plan for The Hudson’s Bay Co. • To promote Hudson’s Bay Company’s dedication to its loyal customers through the HBC rewards program. • Promote the HBC rewards program throughout various outlets.

  8. Target Audience Profile Media Plan for The Hudson’s Bay Co. • Primary Audience: • Demographics • Men and women ages 35 - 55 with a skew to female • Single or married with families • $75,000+ Household income • University or college graduates

  9. Target Audience Profile Media Plan for The Hudson’s Bay Co. • Primary Audience: • Psychographics • Fashion conscious • Interested in taking care of their home and culinary needs • Purchase high end brands for associated status • Brand loyal • Geographics • Reside in suburban areas

  10. Media Habits Media Plan for The Hudson’s Bay Co. • Average North American media habits per day in 2012 • TV: 278 Minutes • Online: 173 Minutes • Radio: 92 Minutes • Mobile: 82 Minutes • Magazines: 16 Minutes

  11. Target Persona Media Plan for The Hudson’s Bay Co.

  12. Market Priorities Media Plan for The Hudson’s Bay Co. • This campaign will run nationally through out 2014 with regional emphasis in: • Toronto – GTA • Ottawa – Gatineau • Montreal • Vancouver

  13. Campaign Timing Media Plan for The Hudson’s Bay Co. • Season • Campaign will utilize a blitz structure that is heavier in the winter – spring months • i.e. Jan – June • Day of Month • All elements will run on predetermined months of the year • Time of Day • OOH elements will be used to encourage those commuting during peek times

  14. Media Considered Not Recommended Media Plan for The Hudson’s Bay Co. • To coincide with the campaigns media objectives the following mediums are not recommended for use: • Television • Radio • Newspaper Rationale: budget didn’t allocated for an abundance of mediums

  15. Media Recommendations Media Plan for The Hudson’s Bay Co. • Magazines • High quality display of merchandise with visual flexibility • Allows for various product lines to be displayed • Highly selective for the target market

  16. Media Recommendations Media Plan for The Hudson’s Bay Co. • OOH • Subway: to reach young business professionals in key urban areas • Billboards: reach the higher age segment of the target demographic & expose HBC to all commuters

  17. Media Recommendations Media Plan for The Hudson’s Bay Co. • Online • Emails: allows current HBC Rewards to upgrade their services • Banner Ads: encourage online users to interact with the brand

  18. Budget Overview Media Plan for The Hudson’s Bay Co. • Magazines $552, 045. 00 • Online • Emails: • Banner Ads: • OOH • Subway $180, 00. 00 • Billboards $552,200. 00 15% commission fee

  19. Blocking Chart Media Plan for The Hudson’s Bay Co. For full details of budget and timing refer to the blocking chart.

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